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  1. MARKETING THEO PHUONG P H A P OjA L? VA NHOfNG A N H Hl/dNG C O A VAN H 6 A VDNG MI^N O^N H A N H VI NGl/Ol TlEU D D N G Le V a n Nam* 1. Gidfi t h i f u Viet Nam. Tuy nhien, t h i e t thUe va hieu qua hgn ea dd la viee sff dung nhffng ke't Geo marketing (GM), hay ggi theo each qua p h a n tieh d a n h gia nay de dUa ra eac khac: Tiep thi theo phffffng phap dia ly, la boat dgng marketing mgt each hieu qua giai phap ffng dung eong nghe Gis (he n h a t den ngUdi tieu dung Ha Ngi va TP thd'ng thong tin dia ly) vao linh vffe mar- Hd Chi Minh. keting da dffgc sff dung d nhieu qud^c gia t r e n the gidi. NgUdi mien Bae thieh "thuong hieu", ngudi mien Nam s i n sang thff san pham Cu the hgn, no la mgt n g a n h khoa hge mdi. NgUdi mien Bac thieh quang cao trong linh vffe nghien effu thi trffdng. "dao to bua ldn", ngUdi mien Nam lai Trong dd, ngffdi ta sff dung eae thong tin thich hai hUdc, vui nhgn... Su t r a i dai ve ve vi tri dia ly de hoach dinh va xay dffng dia ly va sU phong phu trong van hoa, he thdng marketing chien luge. Diem dae lieh sff da h i n h t h a n h n e n mgt Viet Nam biet eua GM la p h a n tich vung mien dia vdi nhffng thdi quen r a t dac trffng. Chinh ly de dUa ra giai phap tiep thi phu hgp nhffng "dac trffng" dd da tac dgng sau sac vdi dac diem van hda xa hgi eua tffng den thoi quen va h a n h vi mua sam cua vung kinh doanh. GM bao gdm: ' ngffdi tieu dung tffng vffng mien. Tat • Gis (he thdng thong tin dia ly) nhff nhien, khong ed n h a san xuat nao chi san cac loai ban dd sd^, p h i n mem Gis (Esri, xuat thffe an cho ngffdi mien Bae, cung Acrgis, Mapinfo, Moskito...) chang dich vu nao chi phue vu rieng cho • Cae loai dff lieu nhff dff lieu khong ngffdi mien Nam nhffng t r e n thffe te, da gian, dff lieu thuge tinh, dff lieu nen, dff cd nhffng loai d i u ggi ma chi cd ngffdi lieu ve san p h a m , k h a c h h a n g , thi mien Tay Nam bg mdi xai, nhffng loai bia trffdng, do'i thu kinh doanh... chi cd ngffdi mien Bac mdi uong va chi co Trong pham vi bai vie't cua minh, tae nhffng gia ea ma chi cd ngffdi Sai Gon gia ehi tap trung p h a n tieh dff lieu ve ' mdi dam mua... Viec p h a n tieh h a n h vi h a n h vi mua s i m va tieu dung eua khach mua sam va tieu dung cua ngffdi tieu h a n g d hai mien Bae va Nam va dai dien dung Ha Ndi va Hd Chi Minh chinh la eho 2 vung mien nay la 2 t h a n h phd ldn viee tiem hieu va p h a n tich nhffng nhan la Ha Ngi va TP Hd Chi Minh. Cac ke't td a n h hffdng de'n qua t r i n h dffa ra quye't qua cua phan tich va danh gia ve van hda dinh mua bdi vi ehinh nhffng n h a n td nay vung mien anh hffdng de'n thdi quen mua tao n e n thdi quen mua sam va tieu dung sam va tieu dung eua ngffdi tieu dung d eua ho. hai mien Bae va Nam ed the sff dung trong viec xay dffng mgt he thdng mar- • Le Van Nam, Thac si kinh te, Vien Quan tri Kinh keting chie'n luge cho doanh nghiep tai doanh, DH Kinh te Quoc dan, Ha Npi. QUAN LY KINH TE 5634(7/2010)
  2. MARKETING THEO PHUONG PHAP DIA L t VA NHQNG ANH HL/dNG CUA VAN HOA VUNG MI^N.. NGHIEN CUU • T A DPI RO [ ^ H 2. Nhufng n h a n to a n h hiidng d e n mac, ve be ngoai la rat quan trgng, hg qua trinh dvia ra quye't d i n h m u a ciia cam t h i y c i n phai tuan theo nhffng ngvidi t i e u d u n g 6 Ha Npi va TP. Ho nguyen t i c va chuan mffe n h a t dinh cua Chi Minh xa hgi. Do do, de gianh dffgc niem tin cua ngffdi tieu dung Ha Ngi, khong chi don Tinh cd nhdn so vol tinh tap the gian la gianh dffgc niem tin cua mgt Ngffdi tieu dung TP.Hd Chi Minh r i t ngffdi ma la niem tin cua ca tap the. doc lap va thien ve tinh ca n h a n trong khi dd ngffdi tieu dung Ha Ngi chiu anh Neu ap dung phffgng phap phan khue hffdng bdi tap the. Theo nghien effu cua thi trffdng thi vdi tinh dge lap trong mua Nielsen Viet Nam eho t h i y vai tro eua sam, ngffdi tieu dung TP. Hd Chi Minh nhffng ngffdi xung quanh anh hudng rat gdm nhieu phan khue khac nhau, con nhieu den quyet dinh mua sam eda ngUdi ngffdi tieu dung Ha Ngi la mgt phan khue tieu dung Ha Ngi( 99% bi a n h hudng bdi rieng biet. Nhffng phan khue nay lai r a t ldi gidi thieu cua gia dinh, 9 1 % bdi ban phffc tap, bi a n h hffdng bdi nhieu n h a n to' be, 94% bdi hang xdm, 83% bdi dong va van con la mgt an so do'i vdi nhffng nghiep, do'i tae) trong khi dd nd lai ed it ngffdi lam marketing (marketer). anh hudng hon den ngUdi tieu dung TP. Vai trd cua qudng edo vd khuyen mgi Ho Chi Minh( 94% bi anh hudng bdi ldi Vai tro cua quang cao la r a t ldn d thi gidi thieu cua gia dinh, 71% bdi ban be, trffdng HA Ngi, so' ngUdi thich xem quang 42% bdi hang xom, 52% bdi ddng nghiep, cao tren cac phuong tien truyen thong dd^i tac). Dd^i vdi ngUdi tieu dung TP.Ho dai chung d HA Ngi (91%) cao hon gap Chi Minh, hg chi quan tam den nhffng gi hai lan so vdi TP.Ho Chi Minh (41%) - ngffdi khae ndi den neu do la nhffng dieu theo so' lieu cua Neilsen Viet Nam. NgUdi ma hg thieh nghe, hg thffdng tham khao Ha Ngi t h a t sU xem quang cao la mgt y kien cua ngffdi khac nhffng cud'i cung se ngudn tham khao hffu ich khi muo'n mua mua eai ma hg nghi la td^t nhat. Ngffgc mgt mon dd nao do, cam thay tin tudng lai, ngffdi tieu dung Ha Ngi thffdng lang hOn do'i vdi san p h i m eo quang cao nhieu nghe va lam theo ldi khuyen cua ngffdi va viec hg thich san pham nao hon cung khac khi mua sam, y kien eua ngffdi khac phu thuge vao yeu to' ndi tieng cua quang la kha quan trgng dd^i vdi hg. Hg thffdng eao do. Ngi dung cua quang cao cdng dugc sg mac sai lam khi tff minh quyet dinh va hg chd y va yeu thich hgn ngUdi tieu dung luon hdi y kien ngffdi khac de cam thay TP.Ho Chi Minh. Ti le yeu thich nhffng yen tam hgn khi mua sam. Cau hdi dat ra m i u quang eao la, dge dao va hai hffdc d day la: Tai sao vai tro eua y kien tap lan nhffng mau quang eao co ngi dung an the va cac dinh kien xa hgi giffa 2 t h a n h y mgt each eo y nghia eung cao hon mgt phd^ lai C nhieu khac biet den nhff vay? O each khac biet. Chi 6% ngffdi tieu dung Thffe te tff nghien effu cua Neilsen Viet TP. Ho Chi Minh thich xem quang cao va Nam cho thay ngffdi tieu dung TP. Hd Chi bi anh hffdng bdi nhffng gi chieu trong Minh sdng cho ban t h a n nhieu hon va quang cao do, trong khi ti le nay d Ha khong quan tam "lam" ve nhffng gi ngffdi Ngi la 23% - theo sd heu cua FTA. Dieu khac nghi trong khi dd ngffdi tieu dung dang chu y la sff yeu thich phong each Ha Ngi co xu hffdng hi anh hffdng bdi eac quang cao giffa cac mien eung r a t khac y kien tap the va cac dinh kien xa hgi nhau. Theo nghien effu eua FTA, ngffdi nhieu hgn la vi hg khong chi sdng cho tieu dung Ha Ngi thich nhffng m i u quang rieng minh ma con quan t a m den viec cao am hffdng "dao to bua ldn", trong khi nhffng ngffdi khac nghi gi ve minh. An ngffdi tieu dung TP. Hd Chi Minh thieh $6 34(7/2010) QUAN LY KINH TE
  3. rn?ii NGHIEN CUU - TRAO DOI MARKETING THEO PHUONG PHAP DIA L? VA NHCTNG A N H HlTdNG CUA VAN HOA VUNG MlfN... nhffng m i u quang eao hai hffdc hon. diem b a n nhieu hgn Ha Ndi. Vi the', viec Ben canh viee de dang bi tae dgng bdi ehu y de'n cac k e n h p h a n phdi, cac hoat quang eao, ngffdi tieu dung Ha Ngi eung dgng khuyen mai va trffng bay trong effa hUng thu vdi nhffng boat dgng khuyen h a n g ddi vdi ngffdi tieu dffng TP.Hd Chi mai trong cffa h a n g va dich vu hau mai. Minh ddng vai tro r a t quan trgng. Hg Cac chffong trinh khuyen mai trgng vao eung la ngffdi eoi trgng bao bi thie't kd eiia gia va giam gia la hinh thffe hg yeu thieh san pham, tuy n h i e n t h i e t ke nay phai n h i t , tuy nhien van phai dam bao ehat theo hffdng nghe t h u a t ehU khong thich lugng. Ngffdi tieu dung TP.Hd Chi Minh mau sac nhU ngUdi tieu dung Ha Ngi. thi phffc tap hon, chi mgt hinh thffe Thi hieu tieu ddng khong thoi thi chffa du de hg lffu tam. Y)6i vdi ngUdi tieu dung d ca hai t h a n h Khong chi thich nhieu loai hinh khuyen pho', chat lugng bao gid cung la yeu to' mai eung luc, moi hinh thffe eon phai phu dugc quan t a m d i u tien, tuy nhien, viec hgp vdi tffng nganh h a n g nhff t h e m dung dinh nghia nhU the nao la "chat lugng" lffgng san pham hay kem qua t a n g cho eon tuy thuge vao tffng loai s a n pham, nhffng nganh h a n g thong dung nhff d i u dich vu eu the eung nhU trinh do, kinh ggi, nffde uong, giam gia ban cho nhffng nghiem vdi n g a n h h a n g cua tUng ngUdi. san pham cd gia tri ldn nhff tivi, tu lanh... Cd thdi quen tiet kiem nhfftig ngUdi tieu cung nhff da dang hoa cac chien Iffgc mar- dung Ha Ngi lai r a t chugng h a n g hieu, keting noi chung. dae biet la nhffng m a t h a n g giup hg the Len ke hogch mua sdm hien dang cap cua minh, khong chi la de thoa m a n t a m ly coi trgng ve be ngoai, Ngffdi tieu dung TP. Hd Chi Minh co thieh ndi b a t trffdc dam dong ma eon do xu hffdng mua sam n h a n h va tuy hffng. suy nghi ve lau dai thi mua mgt san Khong bi ap Iffe bdi t a m ly k h a n g dinh pham cd c h i t lffgng se tiet kiem hffn. ban t h a n , the hien dang d p va eung (70%) s i n sang t r a t h e m tien eho mgt khong C thdi quen tiet kiem de cd the O san p h i m mdi hoac dge dao, trong khi do ehi tra cho cae san pham dat tien nen hg tl le nay d TP.Hd Chi Minh chi cd (55%) cd khuynh hffdng mua cac san pham re - so' lieu cua Neilsen Viet Nam. Hg cung t i i n hon, nhffng chi 62% len ke hoach chi quan t a m den chat lffgng, xuat xff eua tieu trong thang, khong nhieu va chat h a n g hoa nhieu hffn nhffng nffi khac va ti ehe nhffngffdi tieu dung Ha Ngi. Hg thieh le nay la tuyet ddi vdi t r e n (94%). Ha mgt mffe gia ed dinh hon la phai mac ea. t h a n h eung la ngi doi hdi phai dffgc ddi Trong khi 55% ngffdi tieu dung Ha Ngi xff nhff mgt khach VIP cao n h a t . Tiem thich mac ca thi chi cd 28% ngffdi tieu n a n g hinh t h a n h p h a n khue cao cap ddi dung TP. Hd Chi Minh thich hinh thffe vdi nhffng n g a n h h a n g giup ngffdi tieu nay - sd lieu eua Neilsen Viet Nam. dung trong tff tin va gay I n tugng ddi vdi TP.Hd Chi Minh cung la noi cd sd ngudi khae la r a t ldn. Trong khi dd, ngUdi ngffdi thich mua sam tai kenh hien dai tieu dung TP. Hd Chi Minh thudng chgn nhieu n h i t . (j Ha Ngi, chg v i n la ngi nhffng san p h a m dffa t r e n t r a i nghiem mua sam dffgc ffa thich vdi (56%) ngffdi chinh thffe tff s a n p h i m hay dich vu dem tieu dung ea Ha Ngi sff dung kenh nay lai, bao gdm nhffng gia tri hffu h i n h va vo trong khi eon sd^ dd la (26%) ddi vdi ngffdi hinh nhff tinh n a n g cua san p h i m , dich tieu dung TP.Hd Chi Minh - so' lieu cua vu... Hg chi mua cai hg c i n hffn la mua de Neilsen Viet Nam. TP.Hd Chi Minh eung khoe khoang vdi mgi ngffdi va khong tim ffa thieh eae boat dgng marketing tai mgi each de mua cae san p h a m d a t tien. ^ QUAN LY KINH TE 3634(7/2010)
  4. MARKETING THEO PHUONG PHAP DIA l^ VA NHONG A N H HUONG CUA VAN HOA VUNG M|£N.. NGHIEN CUD • TRAO DOI [ ^ 1 Thanh phd nay eung khong doi hdi phai nhien do dac diem tieu dung tap the, anh dffgc ddi xff nhff khach VIP nhieu nhff Ha hffdng eua sd^ dong, nen mgt khi san Ngi, ma quan t a m den ehat lugng phue vu p h i m da dffgc Iffa chgn thi lai r i t de de nhieu hgn. (80%) ngUdi tieu dung TP.Hd duy tri long trung t h a n h cua hg. Chi Minh eho r a n g thai do phue vu eon Thi trudng TP Ho Chi Minh quan trgng hgn b a n t h a n san pham, Ngffdi tieu dung TP. Ho Chi Minh co trong khi ti le nay d Ha Ngi la (70%) - sd nhieu nhdm ngffdi tieu dung khac biet, lieu cua Neilsen Viet Nam mffe do san sang chap n h a n san pham 3. De x u a t mpt so' h o a t d p n g mar- mdi cao, de thff san pham mdi. Hg la k e t i n g cho 2 thi trifdfng Ha Npi va TP nhffng ngffdi tieu dung cd xu hUdng sd^ng Ho Chi Minh eho hien tai, it kha nang se tiet kiem tien de mua nhffng san pham cao cap, Tff nhffng ket qua p h a n tich ve h a n h vi t a m ly ea nhan, it thffe hien h a n h vi mua mua sam va tieu dung qua viee phan tich sam theo ke hoach ma thffdng mua ngau cac n h a n td a n h hffdng den h a n h vi mua hffng...Vi vay eac boat dgng marketing Clia ngffdi tieu dung Ha Ngi va TP. Hd nen chu trgng vao cae boat dgng market- Chi Minh, phffOng phap Geo Marketing co ing tai diem ban, cac hoat dgng trffng bay the chi ra mgt sd^ hffdng de p h a t trien va va khuyen mai trong cffa h a n g n h a m kieh trien khai cac boat dgng marketing cu thieh tieu thu, phu hgp vdi thoi quen mua the, tffgng thich va ed hieu qua cao khi ap sam nhanh va tuy hffng cua hg. Ben canh dung ddi vdi 2 thi trffdng Ha Ngi va TP. dd do dac diem ngffdi tieu dung TP. Hd H6 Chi Minh. Chi Minh ed r a t nhieu nhom ngffdi tieu Thi trudng Hd Npi • dung khac biet nen cae boat dgng mar- Ngffdi tieu dung Ha Ngi ehi co mgt keting e i n da dang hoa, cac boat dgng nhom ngffdi tieu dung ddng n h a t tuy marketing n h i m duy tri long trung t h a n h nhien hg lai la nhffng ngffdi ed suy nghi cua ngUdi tieu dung edng c i n dugc quan phffc tap, lo xa, song khong chi cho rieng tam. C i n phai ed nhffng chien Iffgc mar- minh ma con quan t a m den viec nhffng keting ehuyen biet de bao phu va n h a m ngffdi khac nghi gi ve minh, thieh hang vao dffgc cac nhdm ngffdi tieu ddng khae hieu, tam ly tap the, mua sam cd ke nhau t r e n thi trffdng nay. hoach va bi anh hffdng r i t nhieu bdi quang eao va cae ngi dung cua quang cao...Vi vay eae boat dgng marketing tdt TAI LIEU THAM KHAO nhat la nen tap trung vao eac kenh . Neilsen Viet Nam va FTA Viet Nam (2009), truyen mieng, chu y den eac rao can xa Bao cao ket qua nghien cufu dieu tra thi hgi va van hda dac biet la trong quang trUcfng "Ho Chi Minh va Ha Noi nhffng cao. Cac chffong trinh khuyen mai nen khac biet cua ngUdi tieu diing hai mien", chu trgng vao gia va v i n phai dam bao 6/2009. chat lffgng, eung cap nhieu dich vu hau • Ngo Quang Thuat (2006), Xdy dung vd thay mai...Tom lai ed the eoi ngffdi tieu dung ddi vdn hoa doanh nghiep, NXB Ho Chi Ha Ngi la nhffng ngffdi tieu dung "can Minh. than", vi vay cac doanh nghiep luon phai . Philip Kotler (2000), Marketing mat nhieu thdi gian va sff d i u tff ban d i u Management. ldn de chinh phuc thi trffdng nay. Tuy . Tgp chi Marketing, Sd 57 - 2009. 3634(7/2010) QUAN LY KINH TE ^
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