1. 1. Hc vin cng ngh bu chnh vin thng BI GING: QUN TR THNG HIU (H i hc Ngnh QTKD) Bin son v hiu chnh: THS. Hong L Chi TS.Trn Th Thp H NI - 2013
2. 2. LI M U..............................................................................................................................1 CHNG 1: MT S VN CHUNG V THNG HIU...........................................2 1.1. QUAN NIM V THNG HIU............................................................................................2 1.2. VAI TR CA THNG HIU................................................................................................5 1.2.1. Vai tr ca thng hiu i vi ngi tiu dng.........................................................5 1.2.2. Vai tr ca thng hiu i vi doanh nghip............................................................8 1.3. THNG HIU - TI SN CA DOANH NGHIP.............................................11 1.3.1. Khi nim gi tr thng hiu....................................................................................11 1.3.2. M hnh gi tr thng hiu.......................................................................................13 CHNG 2: XY DNG THNG HIU.........................................................................19 2.1. CC LOI THNG HIU V M HNH XY DNG THNG HIU................19 2.1.1. Cc loi thng hiu.................................................................................................19 2.1.2. M hnh xy dng thng hiu.................................................................................22 2.2. QU TRNH XY DNG THNG HIU.............................................................26 2.2.1. Nghin cu th trng...............................................................................................26 2.2.2. Xy dng tm nhn thng hiu................................................................................27 2.2.3. Hoch nh chin lc thng hiu...........................................................................28 2.2.4. nh v thng hiu...................................................................................................28 2.2.5. Xy dng h thng nhn din thng hiu................................................................31 2.2.6. Truyn thng qung b thng hiu..........................................................................32 2.2.7. nh gi thng hiu................................................................................................32 2.3. LA CHN CHIN LC PHT TRIN THNG HIU................................33 2.3.1. M rng dng sn phm............................................................................................33 2.3.2. M rng thng hiu.................................................................................................34 2.3.3. a thng hiu..........................................................................................................35 2.3.4. Cc thng hiu mi.................................................................................................35 CHNG 3: THIT K H THNG NHN DIN THNG HIU.............................39 3.1. TN THNG HIU.....................................................................................................40 3.1.1. Khi qut v tn thng hiu.....................................................................................40 3.1.2. Yu cu i vi tn thng hiu...............................................................................42 3.1.3. Quy trnh v cch t tn thng hiu.......................................................................44 3.2. BIU TRNG (LOGO) THNG HIU...................................................................50 3.2.1. Khi nim chung v biu trng.................................................................................50 3.2.2. Vai tr ca biu trng trong kinh doanh....................................................................51 3.2.3. T chc nghin cu thit k biu trng.....................................................................51 3.3. THIT K CC YU T NHN BIT KHC CA THNG HIU..........................56
3. 3. 3.3.1. Cu khu hiu (slogan).............................................................................................56 3.3.2. Bao b........................................................................................................................57 3.3.3. Biu tng................................................................................................................58 3.3.4. Cc du hiu thnh gic (nhc hiu, nhn m thanh)................................................59 3.3.5. Cc du hiu khc.....................................................................................................59 3.4. NHT TH HA CC TN HIU NHN BIT THNG HIU................................60 3.4.1. Nhn bit qua h thng gi tr ca doanh nghip.....................................................62 3.4.2. Nhn bit qua hot ng ca doanh nghip..............................................................62 3.4.3. Nhn bit qua knh truyn thng th gic.................................................................62 CHNG 4: BO H THNG HIU..............................................................................65 4.1. NG K BO H CC YU T THNG HIU.......................................................65 4.1.1. Nhng vn chung.................................................................................................65 4.1.2. Quy trnh ng k bo h.........................................................................................71 4.1.3. Ni dung ng k bo h.........................................................................................75 4.2. BO V TI SN THNG HIU KHI B VI PHM....................................................81 4.2.1. Quyn v ngha v ca ch s hu thng hiu......................................................81 4.2.2. Bo v quyn i vi thng hiu............................................................................81 CHNG 5: QUN L THNG HIU TRONG QU TRNH KINH DOANH........85 5.1. QUN L TI SN THNG HIU...................................................................................85 5.1.1. nh gi thng xuyn ti sn thng hiu ca doanh nghip................................85 5.1.2. o lng gi tr ti sn thng hiu (nh gi thng hiu)...................................88 5.2. PHNG PHP QUN TR A THNG HIU............................................................91 5.2.1. Cc mc tiu chnh trong vic qun tr a thng hiu............................................91 5.2.2. Phng php qun tr a thng hiu.......................................................................92 5.3. CC VN C TNH QUYT NH KHC I VI VIC QUN TR THNG HIU...................................................................................................................................92 5.3.1. M rng, loi b v lin kt cc thng hiu...........................................................92 5.3.2. Hi sinh cc thng hiu..........................................................................................93 5.4. VAI TR CA NH NC TRONG XY DNG V QUN L THNG HIU 98 TI LIU THAM KHO..........................................................................................................99
4. 4. LI M U Thng hiu c vai tr quan trng khng ch i vi doanh nghip m c i vi ngi tiu dng. Thng hiu mnh l ti sn v gi ca doanh nghip. Nhn thc v gi tr ca mt thng hiu mnh lm thay i cn bn hot ng cng nh c cu t chc kinh doanh ca nhiu doanh nghip trong nhng nm gn y. Nhiu doanh nghip nc ngoi xm nhp vo th trng Vit Nam v tm kim nhiu li nhun thng qua qu trnh: xy dng thng hiu, pht trin thng hiu v chuyn giao thng hiu. Nhiu doanh nghip trong nc chuyn hng t pht trin sn phm sang pht trin thng hiu v rt thnh cng. Tuy thng hiu vai tr quan trng nh vy v chc nng qun tr thng hiu ngy cng c coi trong nhng qu trnh xy dng v pht trin thng hiu ca cc doanh nghip hin nay gp rt nhiu kh khn xut pht t mt s nguyn nhn sau: - Cc doanh nghip cn hiu cha ng v vai tr ca thng hiu, cha hoch nh c mt chin lc pht trin thng hiu hp l. - Bn thn qu trnh hoch nh chin lc thng hiu ca doanh nghip cng din ra mt cch ri rc, khng nht qun. - Mt s yu t lin quan n thng hiu c xc nh qua nhiu nm trong sut qu trnh pht trin doanh nghip nh: c cu t chc, cc sn phm dch v, cc nhn hiu c cp chng nhn s hu tr tu, tnh cm ca cng chng lm cho doanh nghip d xc nh c mt chin lc thng hiu r rt trong tng lai cng rt kh khn trong qu trnh thc thi chin lc thng hiu mi ca mnh. To dng v qun tr mt thng hiu l c mt qu trnh marketing hon chnh i hi s n lc phn u khng ngng v s u t thch ng ca doanh nghip nhm xy dng duy tr, bo v, cng c gi tr ti sn thng hiu ca doanh nghip trn thng trng. Qun tr thng hiu l mt mn hc trong chng trnh i hc Ngnh Marketing v Qun tr Kinh doanh ca Hc vin Cng ngh Bu chnh Vin thng. Bi ging "Qun tr thng hiu" c bin son nhm trang b cho sinh vin kin thc v k nng qun tr thng hiu trong doanh nghip. Mn hc cng gip sinh vin nhn thc v v tr, vai tr ca chc nng qun tr thng hiu trong doanh nghip, hiu v vn dng tt cc k nng cn thit i vi ngi qun tr thng hiu, cui cng l nhn thc c xu hng pht trin kinh doanh hiu qu thng qua xy dng v pht trin thng hiu mnh trn th trng. Hy vng y s l ti liu thc s cn thit cho sinh vin i hc ngnh Marketing v Qun tr Kinh doanh ca Hc vin Cng ngh Bu chnh Vin thng, ng thi l ti liu tham kho hu ch cho sinh vin ni chung, cc nh qun tr doanh nghip v bn c quan tm n vn ny. Mc d c rt nhiu c gng trong qu trnh bin son song bi ging kh trnh khi thiu st v hn ch nht nh. Tc gi rt mong nhn c kin ng gp ca bn c tip tc hon thin v nng cao hn na cht lng bi ging. Tc gi xin chn thnh cm n cc bn ng nghip gp , gip trong qu trnh bin son ti liu ny. TH.S. Hong L Chi TS. Trn Th Thp
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6. 6. Chng 1: Mt s vn chung v thng hiu Hc vin cng ngh Bu chnh Vin thng 2 CHNG 1: MT S VN CHUNG V THNG HIU GII THIU CHNG: Chng 1 bao gm nhng ni dung chnh sau: - Quan nim v thng hiu - Vai tr ca thng hiu i vi ngi tiu dng v i vi doanh nghip - Khi nim gi tr thng hiu v m hnh gi tr thng hiu Kt thc chng, sinh vin cn t c nhng mc tiu c bn sau: - Hiu cc khi nim, nh ngha v: Thng hiu; Vai tr ca thng hiu; Gi tr thng hiu; v M hnh gi tr thng hiu - Nm bt c cc ni dung: Cc quan nim v thng hiu; Vai tr ca thng hiu; Thng hiu ti sn ca doanh nghip. - Vn dng : Nu c khi nim thng hiu theo quan im c nhn v phn tch; Minh ha c vai tr ca mt thng hiu c th; Phn tch v minh ha c cho pht biu Thng hiu l ti sn ca doanh nghip. 1.1. QUAN NIM V THNG HIU Hin nay, thut ng thng hiu ang c s dng rt rng ri Vit Nam. Ti rt nhiu din n cng nh trn cc phng tin thng tin i chng u ni n thng hiu. Tuy nhin, vn ang cn tn ti mt s quan nim khc nhau v thut ng ny. C quan nim th ng ngha nhn hiu vi thng hiu, c quan nim th li phn bit nhn hiu vi thng hiu. Trong h thng cc vn bn php lut ca Vit Nam hin nay khng c khi nim v thng hiu m ch c cc khi nim nh nhn hiu hng ha, tn thng mi, ch dn a l hay tn gi xut x hng ha. Do vy, khi nghin cu hoc ng dng nhng vn lin quan n thng hiu cn phi tm hiu y cc quan nim khc nhau v thng hiu. Chng ta s xem xt mt s quan nim ch yu v thng hiu sau y: Di gc Marketing: Hip hi Marketing M (American Marketing Association - AMA) nh ngha: Thng hiu (brand) l mt ci tn, biu tng, k hiu, kiu dng hoc s phi hp tt c cc yu t ny c th nhn bit hng ho hoc dch v ca mt ngi bn cng nh phn bit n vi hng ho hay dch v ca nhng ngi bn khc. Di gc ng dng trong i sng thng mi: Trong i sng thng mi, ngi ta cho rng thng hiu chnh l s biu hin c th ca nhn hiu hng ha, l ci phn nh hay biu tng v uy tn ca doanh nghip truc ngi tiu dng. Thut ng thng hiu l mt t c m Hn - Vit, c th bt ngun t khi nim Trade Mark theo , t Trade c ngha trong ting Vit l thng mi, cn t Mark c ngha l du hiu. V mt k thut, do nhng thnh t cu thnh nn thng hiu rt gn vi
7. 7. Hc vin cng ngh Bu chnh Vin thng 3 Chng 1: Mt s vn chung v thng hiu nhn hiu hng ha nh tn gi, logo, cu khu hiu... nn thng hiu thng c hiu l nhn hiu hng ha c bo h v c php lut cng nhn. Thng hiu hon ton khng c g khc bit so vi nhn hiu. Vic gi nhn hiu l thng hiu ch l s thch dng ch m thi v mun gn nhn hiu vi yu t th trng, mun m ch rng, nhn hiu c th mua bn nh nhng loi hng ho khc. Tuy nhin trong thc t, cc yu t c trong nhn hiu hng ha li hp hn so vi nhng ci g m ngi ta hnh dung v thng hiu. C th l cc yu t khc nh khu hiu (slogan), hnh dng v s c bit ca bao b, m thanh thm ch l mi v... l nhng yu t khng thuc v nhn hiu hng ha. Mt khc, nu cho rng thng hiu l nhn hiu c ng k bo h, v v th n c php lut tha nhn v c kh nng mua i bn li trn th trng. Theo quan nim ny th cc nhn hiu cha tin hnh ng k bo h s khng c coi l thng hiu. Vy th khng l gii c i vi cc sn phm ng k bo h nhn hiu quc gia ny nhng cha ng k bo h quc gia khc. Hoc khng l gii c i vi trng hp thng hiu qu ni ting i vi ngi tiu dng nhng ngi ch s hu thng hiu cha tin hnh bt k th tc bo h no. Di gc s hu tr tu: Thng hiu l thut ng ch chung cc i tng s hu tr tu thng c nhc n v c bo h nh nhn hiu hng ha, tn thng mi, ch dn a l hoc tn gi xut x hng ha. Nhn hiu hng ha (Lut S hu tr tu 2005): l du hiu nhn thy c di dng ch ci, t ng, hnh v, hnh nh, k c hnh ba chiu hoc s kt hp cc yu t , c th hin bng mt hoc nhiu mu sc; c kh nng phn bit hng ho, dch v ca ch s hu nhn hiu vi hng ho, dch v ca ch th khc. Cc khi nim ln cn khc cn quan tm l nhn hiu tp th, nhn hiu chng nhn v nhn hiu ni ting. Tn thng mi (Lut S hu tr tu 2005): l tn gi ca t chc, c nhn dng trong hot ng kinh doanh phn bit ch th kinh doanh mang tn gi vi ch th kinh doanh khc trong cng lnh vc v khu vc kinh doanh. Khu vc kinh doanh l khu vc a l ni ch th kinh doanh c bn hng, khch hng hoc c danh ting. Tn thng mi c bo h nu c kh nng phn bit ch th kinh doanh mang tn thng mi vi ch th kinh doanh khc trong cng lnh vc v khu vc kinh doanh. Ch dn a l (Lut S hu tr tu 2005): l du hiu dng ch sn phm c ngun gc t khu vc, a phng, vng lnh th hay quc gia c th. Ch dn a l c bo h nu p ng hai iu kin: Th nht, sn phm mang ch dn a l c ngun gc a l t khu vc, a phng, vng lnh th hoc nc tng ng vi ch dn a l; Th hai, sn phm mang ch dn a l c danh ting, cht lng hoc c tnh ch yu do iu kin a l ca khu vc, a phng, vng lnh th hoc nc tng ng vi ch dn a l quyt nh. Tuy nhin trong thc t, mt nhn hiu c th bao gm c phn tn gi xut x v ch dn a l (V d: ru vang Bordeaux, nc mm Ct Hi, la Vn Phc...) v nhn hiu c th c xy dng trn c s phn phn bit trong tn thng mi (V d Vinaconex c to nn t tn Tng cng ty xut nhp khu xy dng Vinaconex).
8. 8. Hc vin cng ngh Bu chnh Vin thng 4 Chng 1: Mt s vn chung v thng hiu Mt s quan nim khc: Mt quan im khc cho rng thng hiu chnh l tn thng mi, n c dng ch hoc/v c gn cho doanh nghip, cn tn ca cc sn phm hng ha ca doanh nghip chnh l nhn hiu hng ha. V d: VNPT l tn thng hiu, cn MyTV (dch v truyn hnh tng tc ca VNPT) l nhn hiu hng ha. Tuy nhin nh vy th s khng l gii c Bitis l g khi tn cng ty sn xut ra n l Cng ty TNHH sn xut hng tiu dng Bnh Tin. Trn th trng hin ti khng c sn phm no ca cng ty c tn l Bnh Tin c. Ngoi ra, do s lng cc loi sn phm ca cc doanh nghip a ra th trng ngy cng nhiu, di v s cc thng hiu khc nhau lm thay i v cn bn vai tr ca thng hiu trong kinh doanh. By gi phn ln khch hng tim nng trn th trng da vo thng hiu ra quyt nh la chn v quyt nh mua. Do vy, Ambler, T&C. Styles nh ngha thng hiu l mt tp hp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr li ch m h tm kim. Khi sn phm c coi ch l mt thnh phn ca thng hiu, c chc nng ch yu l cung cp gi tr li ch tiu dng cho khch hng. V cc thnh phn khc ca marketing hn hp nh gi, phn phi hay xc tin l nhng yu t hay cng c to nn mt thng hiu ni ting trn th trng m thi. Xut pht t nhng quan nim trn, c th hiu thng hiu mt cch tng i nh sau: Thng hiu l tng hp tt c cc yu t vt cht, thm m, l l v cm xc ca mt sn phm (hoc doanh nghip), bao gm bn thn sn phm, tn, logo, hnh nh v mi s th hin hnh nh, dn qua thi gian c to dng r rng trong tm tr khch hng nhm thit lp mt ch ng ti . Nh vy thng hiu l mt thut ng vi ni hm rng: Th nht, l hnh tng v hng ho hoc doanh nghip. l hnh tng th ch c ci tn, ci biu trng thi cha ni ln tt c. Yu t quan trng n ng sau l lm cho nhng ci tn, ci biu trng i vo tm tr khch hng chnh l cht lng sn phm, cch ng x ca doanh nghip vi khch hng v vi cng ng, nhng li ch ch thc cho ngi tiu dng do nhng sn phm mang li. Th hai, nhng du hiu thng hiu phi c xc lp v tn ti r rng trong tm tr khch hng. Thng qua nhng du hiu , khch hng d dng nhn bit sn phm ca doanh nghip trong mun vn nhng hng ho khc. Th ba, xt di gc gi tr m thng hiu cung cp cho khch hng, th ngoi cc thuc tnh chc nng hay cng dng ca sn phm thng thng, thng hiu mang li nhng cm xc t sn phm . V hn th na, theo Philip Kotler, mt thng hiu sut sc mang li mu sc v m hng cho sn phm ca doanh nghip. Mt s cu trch dn di y th hin r vai tr quan trng ca thng hiu: Nu phi chia cng ty ca ti, ti s nhn v mnh tt c cc thng hiu, tn thng mi v li th thng mi, cn cc bn c th ly i tt c cc cng trnh xy dng, c gch v va na, ri ti s kinh doanh pht t hn - John Stuart, cu Ch tch ca Tp on Quaker. Sn phm l ci m doanh nghip to ra trong sn xut, cn ci m khch hng chn mua li l thng hiu. Sn phm c th b cc i th cnh tranh bt chc cn thng hiu
9. 9. Hc vin cng ngh Bu chnh Vin thng 5 Chng 1: Mt s vn chung v thng hiu l ti sn ring ca doanh nghip. Sn phm nhanh chng b lc hu. Cn thng hiu (nu thnh cng) th c th cn mi vi thi gian - Stephen King, Tp on truyn thng WPP. Ton b nh my v c s ca chng ti ngy mai c th chy tri, nhng khng c g c th chm n c gi tr ca cng ty chng ti vn tht s nm trong danh ting ca thng hiu v tri thc tp th trong cng ty chng ti Roberto Goizueta, c Tng Gim c iu hnh Coca Cola. Cc cu ni ny th hin mt cch nhn nhn mi m v tng qut v gi tr ca thng hiu i vi mi doanh nghip. Cc nh qun tr doanh nghip trn th gii nhn thc r tm quan trng ca thng hiu trong hot ng kinh doanh. Nhn thc ny thay i ng k chin lc kinh doanh ca khng t doanh nghip: t phng chm pht trin sn phm chuyn sang pht trin thng hiu. Thng hiu sut sc l con ng duy nht dn n li nhun vt trung bnh v bn vng. Nhng thng hiu ln thng th hin nhng li ch v cm xc ch khng phi thun ty v l tnh. Bng 1.1. Phn bit nhn hiu v thng hiu c trng Nhn hiu Thng hiu Thut ng Trademark Brand Tnh hu hnh Nhn thy, s m, nghe (hm xc nhn bn ngoi) Bao gm c hu hnh v v hnh: cm nhn, nhn thc Gi tr Thng th hin qua h thng s sch k ton Hu nh cha c cng nhn trong s sch k ton Tip cn Di gc lut php Tip cn di gc ngi tiu dng Bo h Lut php chng nhn v bo h Ngi tiu dng chng nhn, tin cy v trung thnh Nhi, gi C hng nhi, hng gi Khng c trng hp nhi, gi thng hiu Ph trch Lut s, chuyn vin php l Chuyn vin qun tr, marketing 1.2. VAI TR CA THNG HIU 1.2.1. Vai tr ca thng hiu i vi ngi tiu dng 1.2.1.1. Thng hiu gip khch hng xc nh ngun gc, xut x ca sn phm Mi sn phm ca doanh nghip ny s mang mt tn gi hay cc du hiu khc vi sn phm ca doanh nghip khc, v th thng qua thng hiu ngi tiu dng c th nhn
10. 10. Hc vin cng ngh Bu chnh Vin thng 6 Chng 1: Mt s vn chung v thng hiu dng sn phm ca tng doanh nghip. Trong thc t, ngi tiu dng lun quan tm n cng dng hoc li ch ch thc m sn phm mang li cho h, nhng khi cn phi la chn sn phm th hu ht ngi tiu dng li lun n thng hiu, xem xt sn phm ca nh cung cp no, nh sn xut no, uy tn hoc thng ip m h mang n l g, nhng ngi tiu dng khc c quan tm v n hng ho, dch v mang thng hiu khng. 1.2.1.2. Thng hiu gi vai tr quan trng trong vic bo hiu nhng c im v thuc tnh ca sn phm ti khch hng C th phn loi hng ha, sn phm thnh 3 nhm khc nhau cn c vo thuc tnh v li ch ca sn phm l: - Hng ha tm kim: Cc li ch ca hng ha c th c nh gi bng mt (s cng cp, kch c, mu sc...) - Hng ha kinh nghim: Cc li ch ca hng ha khng th d nh gi bng mt m cn phi th sn phm tht v kinh nghim s dng sn phm l cn thit ( bn, d s dng, cht lng dch v gia tng nh bo hnh, bo tr...) - Hng ha tin tng: cc thuc tnh ca hng ha rt kh c th bit c. Vic nh gi, gii thch cc thuc tnh v li ch ca loi hng ha kinh nghim v hng ha tin tng l rt kh khn nn thng hiu tr thnh du hiu c bit quan trng v cht lng v cc c im khc khch hng d nhn bit hn. 1.2.1.3. Thng hiu gip khch hng tit kim chi ph tm kim sn phm Nh nhng kinh nghim i vi mt sn phm v chng trnh tip th ca sn phm , ngi tiu dng bit n thng hiu. H tm ra thng hiu no tha mn c nhu cu ca mnh v thng hiu no th khng. Nu ngi tiu dng ra mt thng hiu v c mt vi kin thc v thng hiu , h khng phi suy ngh nhiu hoc tm kim, x l nhiu thng tin a ra quyt nh v tiu dng sn phm. Do vy c th coi thng hiu l cng c nhanh chng hoc l cch n gin ha i vi quyt nh mua sn phm ca khch hng. y cng chnh l iu quan trng nht m mt thng hiu cng nh mt doanh nghip c gn vi thng hiu cn vn ti. Thng thng ti mt im bn hng no c rt nhiu loi sn phm c cho bn. Ngi tiu dng s phi a ra quyt nh la chn sn phm ca nh cung cp ny hay ca nh cung cp khc. C th c 3 kh nng xy ra. Mt l, khch hng bit, tiu dng v tin tng mt thng hiu no , khi qu trnh la chn s din ra ht sc nhanh chng. Ngay lp tc ngi tiu dng chn sn phm mang thng hiu a thch hoc la chn thng hiu a thch vi i cht so snh v tham kho cc thng hiu khc. Hai l, khch hng tuy cha tiu dng sn phm mang thng hiu no , nhng qua thng tin m h c c (qua cc chng trnh qung co, s gii thiu ca bn b hoc qua cc knh thng tin khc) h c nhng cm nhn v n tng ban u v mt thng hiu, khi kh nng la chn s thin hng v thng hiu c bit n t nhiu vi s so snh vi cc thng hiu khc. Lng thng tin n vi khch hng cng nhiu v cng a dng th kh nng la chn thng hiu cng cao. Th ba, khch hng cha c mt cm gic hay n tng no v sn phm s la chn. Khi h s phi cn nhc, suy ngh v la chn sn
11. 11. Hc vin cng ngh Bu chnh Vin thng 7 Chng 1: Mt s vn chung v thng hiu phm mang mt trong cc thng hiu. Vi trng hp th ba, tn thng hiu cha to ra mt s tin tng v li ko m cn c cc thng tin v ch dn a l hoc tn gi xut x ca sn phm, nhng du hiu cht lng hoc s vt tri ca dch v i km. Tuy nhin, trong c 3 trng hp trn, s ni bt v hp dn, nhng thng tin ca thng hiu lun ng vai tr quan trng li ko khch hng. 1.2.1.4. Thng hiu lm gim ri ro khi quyt nh mua v tiu dng mt sn ph m Ngi tiu dng da vo thng hiu hoc hnh nh ca doanh nghip nh s bo m cho hng ho, dch v h mua s p ng cc yu cu nht nh. Thng hiu quen thuc hay ni ting lm gim lo lng v ri ro khi mua hng cho khch hng tim nng. Cc ri ro m khch hng c th gp phi l: - Ri ro chc nng: sn phm khng c nh mong mun. - Ri ro vt cht: Sn phm e da sc khe hoc th lc ca ngi s dng hoc ngi khc. - Ri ro ti chnh: Sn phm khng tng xng vi gi tr. - Ri ro x hi: Sn phm khng ph hp vi vn ha, tn ngng hoc chun mc o c ca x hi. - Ri ro thi gian: Sn phm khng nh mong mun dn n mt i chi ph c hi tm sn phm khc. Khi khch hng nhn thy nguy c ri ro v mun phng trnh cc nguy c ny th cch tt nht l h s chn mua sn phm ni ting, v vy thng hiu l cng c x l ri ro rt quan trng. 1.2.1.5. Thng hiu gip khch hng biu t v tr x hi ca mnh Vic mua cc thng hiu nht nh cn c th l mt hnh thc t khng nh hnh nh ca ngi s dng. Mi thng hiu khng ch c trng cho nhng tnh nng, gi tr s dng ca hng ho, dch v m cn mang trn n c mt nn tng tng trng cho mt dng sn phm cung ng cho nhng ngi c a v x hi. Thng hiu gp phn to ra mt gi tr c nhn cho ngi tiu dng, mt cm gic sang trng v c tn vinh. Thc t, mt thng hiu ni ting s mang n cho khch hng mt gi tr c nhn no trong cng ng, n lm cho ngi tiu dng c cm gic c sang trng hn, ni bt hn, c ng cp hn v c tn vinh khi tiu dng hng ho mang thng hiu . Ch : Thng hiu c vai tr tc ng rt khc nhau gia cc loi sn phm v gia cc nhm ngi mua. Mt s nhm khch hng c thu nhp thp s c hnh vi mua theo tiu chun gi c nn vai tr ca thng hiu t nh hng n s la chn ca h. Cc nhm khch hng c thu nhp cao, trnh vn ho cao c hnh vi mua theo tiu chun gi tr th thng hiu chi phi ln n s la chn ca h. V d, tn thng hiu qun o c th quan trng i vi thanh nin thnh ph, nhng li t c ngha i vi nhng ngi nng dn.
12. 12. Thng hiu khng ch quan trng i vi th trng hng tiu dng, chng cng l trung tm ca th trng cng nghip. i vi khch hng t chc, thng hiu cng l tiu chun mua quan trng v l c s ch yu h nh gi, la chn khi mua. 1.2.2. Vai tr ca thng hiu i vi doanh nghip 1.2.2.1. Thng hiu to dng hnh nh doanh nghip v sn phm trong tm tr ngi tiu dng Ngi tiu dng s la chn hng ho, dch v thng qua s cm nhn ca mnh. Khi mt thng hiu ln u tin xut hin trn th trng, n hon ton cha c mt hnh nh no trong tm tr ngi tiu dng. Nhng thuc tnh ca hng ho nh kt cu, hnh dng, kch thc, mu sc... hoc cc dch v sau bn hng s l tin ngi tiu dng la chn chng. Qua thi gian, bng kinh nghim trong s dng v nhng thng ip m thng hiu truyn ti n ngi tiu dng, v tr v hnh nh ca hng ho, dch v c nh v dn dn trong tm tr khch hng. Thng qua nh v thng hiu, cc gi tr dnh cho ngi tiu dng dn c khng nh. Khi gi tr ca thng hiu c nh hnh v ghi nhn thng qua cc biu hin nh tn gi, logo v khu hiu ca thng hiu, nhng trn ht v quyt nh c c s ghi nhn chnh l cht lng hng ho dch v v nhng gi tr gia tng m ngi tiu dng v khch hng ca doanh nghip c c t hot ng ca doanh nghip (phng thc bn hng, mi quan h chun mc trong giao tip kinh doanh, cc dch v sau bn hng, quan h cng chng, cc gi tr truyn thng ca doanh nghip...). Cc gi tr truyn thng c lu gi l mt tm im cho to dng hnh nh ca doanh nghip. Trong bi cnh hi nhp, cnh tranh, tin b khoa hc k thut pht trin mnh m, mt loi hng ho, dch v no c mt trn th trng v c ngi tiu dng chp nhn, th sm mun cng s xut hin cc i th cnh tranh. Gi tr truyn thng ca doanh nghip, hi c v hng ho, dch v v s khc bit r nt ca thng hiu s l ng lc dn dt ngi tiu dng n vi doanh nghip v hng ho, dch v ca doanh nghip. Trong trng hp hnh nh v doanh nghip v sn phm ca doanh nghip c khc ho v in m trong tm tr ngi tiu dng. 1.2.2.2. Thng hiu nh mt li cam kt gia doanh nghip v khch hng S cm nhn ca ngi tiu dng i vi sn phm ca doanh nghip da vo rt nhiu yu t nh cc thuc tnh ca sn phm, cm nhn thng qua dch v i km ca doanh nghip, uy tn v hnh nh ca doanh nghip trong tm tr ngi tiu dng. Mt khi ngi tiu dng la chn sn phm mang mt thng hiu no tc l h chp nhn gi gm lng tin vo thng hiu . Ngi tiu dng tin thng hiu v tin cht lng tim tng v n nh ca hng ho mang thng hiu m h s dng, hoc tin tng nhng dch v vt tri hay mt nh v r rng ca doanh nghip khi cung cp sn phm - iu d dng to cho ngi dng mt gi tr c nhn ring bit. Chnh tt c nhng iu ny nh mt li cam kt thc s (nhng khng r rng) gia doanh nghip v ngi tiu dng. Cc thng ip m thng hiu a ra thng qua cc phng tin truyn thng nh qung co, quan h cng chng... hay thng qua h thng nhn din thng hiu nh biu trng, cu khu hiu lun to mt s kch thch, li cun khch hng, n cha ng mt ni
13. 13. dung nh nhng cam kt ngm nh no ca doanh nghip t vic s dng sn phm. Nhng cam kt ca doanh nghip i vi khch hng th hin di 2 dng thc: - Cam kt ngm nh: C th l s sng khoi (Coca Cola), sun v mm mi (Organic), n ng mnh m, ch thc (X Men) Tuy nhin nhng cam kt ny hon ton khng b rng buc v mt php l, n ch c rng buc bng uy tn ca doanh nghip v s trung thnh ca khch hng. Mt doanh nghip vi phm cam kt ngm nh th kh dn n vic b khch hng khiu kin. Tuy nhin, trong cc trng hp c khiu kin th vic khiu kin hon ton khng c ngha ln v mt php l nhng n nh hng thc s n uy tn ca doanh nghip v lng trung thnh ca khch hng. Khch hng c th ngay lp tc quay lng li vi doanh nghip v ty chay hng ho ca doanh nghip nu s cam kt ngm nh b vi phm, vic ly li lng tin ca ngi tiu dng s rt tn km. - Cam kt mang tnh php l: l nhng cam kt m doanh nghip hoc sn phm bt buc phi p ng. l cam kt v thnh phn, bn, kt cu... v nhng cam kt cht lng khc. Tp hp nhng cam kt ny thng c th hin thng qua nhn hng ho (label), hoc cc nhn chng nhn khc (nhn quc gia, nhn hng Vit Nam cht lng cao, nhn tiu chun). 1.2.2.3. Thng hiu nhm phn on th trng Trong kinh doanh, cc cng ty lun a ra mt t hp cc thuc tnh l tng v cc th mnh, li ch v c im ni tri ca sn phm sao cho ph hp vi nhu cu v th hiu tng nhm khch hng mc tiu. Thng hiu vi chc nng nhn bit v phn bit s gip doanh nghip phn on th trng. Bng cch to ra nhng thng hiu c bit (nhng du hiu v s khc bit nht nh) doanh nghip thu ht c s ch ca khch hng hin ti cng nh khch hng tim nng cho tng chng loi sn phm. V nh th vi tng loi sn phm c th mang nhng thng hiu c th s tng ng vi tng tp khch hng nht nh. Cn ch rng thng hiu khng trc tip phn on th trng m chnh qu trnh phn on th trng i hi cn c thng hiu ph hp cho tng phn on nh hnh mt gi tr c nhn no ca ngi tiu dng. Thng qua thng hiu (nh l du hiu quan trng) nhn bit cc phn on ca th trng. V th thng hiu thc s quan trng gp phn nh hnh r nt hn, c tnh hn cho mi on th trng. V d nh Cng ty TNHH m phm LG Vina gii thiu cc dng sn phm m phm khc nhau cho cc phn on khc nhau: EZup v DeBon ph hp vi gi c v kh hu Vit Nam; Essance cho ngi c thu nhp trung bnh, gi hp l; Ohui l thng hiu m phm cao cp dnh cho ngi c thu nhp cao; v Whoo l sn phm gn vi cu chuyn huyn thoi v m phm cho ngi thu nhp cao v snh iu. 1.2.2.4. Thng hiu to nn s khc bit trong qu trnh pht trin sn phm Xut pht t nhng nh v khc nhau cho tng chng loi sn phm vi nhng thng hiu khc nhau, qu trnh pht trin ca sn phm cng s c khc su hn trong tm tr ngi tiu dng. Cng vi s pht trin ca sn phm, c tnh thng hiu ngy cng c nh hnh v th hin r nt, thng qua cc chin lc sn phm s phi ph hp v hi ho hn cho tng chng loi sn phm. Mt sn phm khc bit vi nhng sn phm khc
14. 14. Hc vin cng ngh Bu chnh Vin thng 10 bi cc tnh nng cng dng cng nh cc dch v km theo m theo to ra s gia tng ca gi tr s dng. Tuy nhin, thng hiu l du hiu bn ngoi nhn dng s khc bit . Thng th mi chng loi sn phm c nh v c th s c nhng khc bit c bn v cng dng hoc tnh nng ch yu v chng thng mang nhng thng hiu nht nh ph thuc vo chin lc ca doanh nghip, v th chnh thng hiu to ra khc bit d nhn thy trong qu trnh pht trin ca mt tp hoc mt dng sn phm. V d cng chng loi kem nh rng, Unilever pht trin thnh cc chng loi ring bit nhm khc ha kh nng khng ngng pht trin sn phm ca mnh. Nhng sn phm kem nh rng P/S, chi tit n tng chng loi P/S bo v 123; P/S chuyn gia; P/S chc khe thm mt; P/S tr xanh hoa cc c pht trin v c bit ho th hin sc thi phong ph ca dng sn phm kem nh rng ca hng. 1.2.2.5. Thng hiu mang li nhng li ch cho doanh nghip Nu xt mt cch thun tu th thng hiu ch n thun l nhng du hiu phn bit hng ho, dch v, l hnh tng v hng ho, dch v v v doanh nghip trong tm tr khch hng. Tuy nhin, mt thng hiu khi c chp nhn, n s mang li cho doanh nghip nhng li ch ch thc, d nhn thy. i vi doanh thu v li nhun, thng hiu l ti sn v hnh gp phn thu c doanh li trong tng lai bng nhng gi tr tng thm ca hng ha: Nu nh trc y vic thm nh kh nng sinh li v hiu qu kinh doanh ca doanh nghip thng ch da vo t sut sinh li ca vn u t, ca ti sn hay vn ch s hu... th hin nay khi c s chnh lch ngy cng ln gia gi tr ca doanh nghip trn s sch v gi tr trn th trng chng khon, cc doanh nghip ngy cng nhn thc r nt hn gi tr ch thc ca mnh, bao gm c ti sn hu hnh v ti sn v hnh rt c gi tr - l thng hiu. Tng t nh nhng ti sn v hnh khc, gi tr ca thng hiu cng c cng vo gi tr ca hng ha, v th gi tr ca nhng hng ha mang thng hiu mnh thng c xu hng cao hn cc hng ha cng loi. T , thng hiu gp phn tng doanh thu v li nhun chung cho ton doanh nghip. iu ny th hin r nt trong trng hp thng hiu l ch dn a l. Mt kt qu thm d d lun cho thy c n 40% khch hng c hi sn sng tr tin cao hn hn 10% mua cc sn phm c ngun gc c bit. i vi th phn ca doanh nghip, thng hiu duy tr lng khch hng truyn thng ng thi thu ht thm nhiu khch hng mi, khch hng tim nng: Nhng doanh nghip c thng hiu mnh to ra v cng c c lng trung thnh trong mt lng ln khch hng truyn thng, ng thi n cn c nhiu c hi thu ht thm nhng khch hng tim nng khc, c th l nhng khch hng cha s dng sn phm ca doanh nghip bao gi v thm ch c khch hng ca cc i th cnh tranh. i vi vic a sn phm mi ra th trng, doanh nghip s thun li v d dng hn nu c sn thng hiu: Mi khi a ra quyt nh mua mt hng ha mi no , khch hng thng la chn nhng tn hiu, hng ln ni ting v sn cn v e ngi vic dng th cc sn phm cng loi
15. 15. Hc vin cng ngh Bu chnh Vin thng 11 ca cc hng khc km tn tui hn. C th ngi tiu dng cha bit g v sa u nnh GoldSoy CaD, nhng h li yn tm khi tiu dng nhng sn phm khc ca Vinamilk, v nh th th d mt loi sn phm no ca Vinamilk cng s d dng c chp nhn hn. C hi thm nhp v chim lnh th trng lun m ra trc cc thng hiu mnh. Mt thng hiu mnh s gip doanh nghip bn c nhiu sn phm hn. Khi thng hiu c ngi tiu dng chp nhn v a chung s to dng c lng trung thnh ca khch hng, lc ngi tiu dng s khng xt nt la chn sn phm m h lun c xu hng la chn sn phm tin tng. Bn cnh , nh tc dng tuyn truyn v ph bin kinh nghim ca chnh ngi tiu dng m sn phm s bn c nhiu hn. y chnh l vai tr rt tch cc ca thng hiu xt theo gc thng mi v li nhun. Thng hiu mang li nhng li th cnh tranh cho doanh nghip v gip doanh nghip c iu kin phng th cc chng li nhng i th khc: Li th m thng hiu mang li cho doanh nghip cn phi k n s bo h ca php lut trong vic hn ch v chng li nhng i th cnh tranh ly cp bn quyn, lm gi nhn mc. Nhng sn phm mang thng hiu mnh cng t gp kh khn trong khu tiu th. Mt thng hiu c coi l mnh thng to c s bn vng trong v th cnh tranh v d dng tm thy s tin cy ca khch hng vi cc sn phm ny. Ngoi ra, mt thng hiu mnh ang chim lnh th trng cng l ro cn quan trng ngn cn s thm nhp ca cc i th cnh tranh mi. Thng hiu ni ting c th thu ht u t: Thng hiu ni ting khng ch to ra nhng li th nht nh cho doanh nghip trong qu trnh bn hng v cung cp dch v, m cn to iu kin m nh l mt s m bo thu ht u t v gia tng cc quan h bn hng. Khi c c thng hiu ni ting, cc nh u t cng khng cn e ngi khi u t vo doanh nghip, c phiu ca doanh nghip s c quan tm hn; bn hng ca doanh nghip cng s sn sng hp tc kinh doanh, cung cp nguyn liu v hng ho cho doanh nghip. Nh vy s to ra mt mi trng thun li cho doanh nghip trong kinh doanh, gp phn gim gi thnh sn phm v nng cao nng lc cnh tranh ca sn phm. Trong thc t c khng t trng hp v mt l do no m thng hiu b suy gim lng tin, ngay lp tc c s phn ng ca cc nh u t. l s gim gi c phiu ca cng ty, cc nh u t s bn i cc c phiu ca cng ty thay v mua vo khi thng hiu c a chung. 1.3. THNG HIU - TI SN CA DOANH NGHIP 1.3.1. Khi nim gi tr thng hiu Gi tr thng hiu (Brand Equity) ca mt doanh nghip c th c xem l phn chnh lch gia gi tr th trng ca doanh nghip v gi tr s sch trn bng tng kt ti sn ca n. Theo Aaker (1991), gi tr thng hiu l gi tr ca mt thng hiu do t c mc trung thnh cao ca khch hng, s nhn bit thng hiu, cht lng cm nhn c, cng vi cc lin kt chc chn lin quan n thng hiu v cc ti sn khc na nh bng sng ch, nhn hiu c chng nhn v quan h vi knh phn phi.
16. 16. Hc vin cng ngh Bu chnh Vin thng 12 Gi tr thng hiu bao gm tt c nhng gi tr c th m thng hiu mang n cho nhng nhm ngi lin quan (khch hng, nhn vin, c ng, cng ng). Nhng gi tr ny s c cng vo sn phm hay dch v nhm gia tng gi tr i vi nhng ngi lin quan. Nhng thnh t cu thnh gi tr thng hiu ny phi c kt ni vi hnh nh ca cng ty hoc sn phm. Cng c quan im khc cho rng gi tr thng hiu l mt hm s ca khon chnh lch gia gi tr cho sn phm c thng hiu vi gi ca mt sn phm chung y ht m khng c thng hiu. Thng hiu l ti sn c gi tr nht ca doanh nghip, n chim phn ln nht trong gi tr th trng ca doanh nghip hoc trong gi c phiu. Tuy nhin, gi tr thng hiu ca mt doanh nghip c th l mt con s m, khi thng hiu ca h c hnh nh xu i vi khch hng mc tiu. Nhng thnh t cu thnh nn gi tr thng hiu c th khc nhau ty theo mi trng hp. Tuy vy, trn nguyn tc th s c 5 thnh t chnh: S trung thnh vi thng hiu (Brand Loyalty). S nhn bit thng hiu (Brand Awareness). Cht lng cm nhn c (Perceived Quality). Thuc tnh thng hiu (Brand Associations). Cc yu t s hu khc nh: bo h thng hiu, quan h vi knh phn phi Thng hiu l ti sn ca doanh nghip, n l tng hp ca rt nhiu yu t, nhng thnh qu m doanh nghip to dng c trong sut c qu trnh hot ng ca mnh. Thng hiu ch c gi tr i vi doanh nghip nu n l thng hiu mnh. Mt thng hiu mnh s mang li cho doanh nghip nhng li ch c bn sau y: - C c kt qu kinh doanh tt hn v doanh thu, li nhun v dng tin t. - C th a n cc kt qu ti chnh tt hn do gi c phiu tng, ch s P/E tng. - C th c c gi bn cao hn mc gi bnh thng. - To c lng trung thnh ca khch hng. - To iu kin thc hin marketing thng hiu tt hn. - To s phn bit, khc nhau vi cc i th cnh tranh. - Gip doanh nghip d tuyn dng c nhn s gii v gi chn h li vi doanh nghip. - C th ng vng v vt qua cc cuc khng hong kinh t, ti chnh d dng hn. - Lm chm hay ngn chn s st gim th phn. - Gip gim thiu nhng mu thun li ch c nhn trong doanh nghip khi mi ngi u lm vic v mc tiu chung. - Thu ht cc nh u t v ti chnh. Mt thng hiu mnh s to ra tht nhiu gi tr cho doanh nghip - Hnh 1.1.
17. 17. Chng 1: Mt s vn chung v thng hiu Hnh 1.1. S thng hiu to gi tr
18. 18. Chng 1: Mt s vn chung v thng hiu 2. S nhn bit thng hiu 1. S trung thnh thng hiu 3. Cht lng cm nhn Gi tr thng hiu 5. Cc ti sn thng hiu khc 4. Cc lin kt thng hiu Gi tr to ra cho khch hng: Hiu v x l thng tin. Tin tng vo quyt nh mua ca mnh. Tha mn khi tiu dng thng hiu ny. Gi tr to ra cho DN: Tng s trung thnh Tng gi bn / t l li nhun Tng kh nng m rng thng hiu Tng nh hng i vi knh phn phi Tng li th cnh tranh. 1.3.2. M hnh gi tr thng hiu C hai hng chnh nhm nh gi gi tr thng hiu dnh cho khch hng. Mt l da vo l thuyt tm l hc nhn thc xem xt qu trnh nhn thc ca khch hng. Hai l da vo l thuyt tn hiu, da trn c s ca hin tng thng tin bt cn xng, qua s nht qun, r rng v tin cy ca thng tin truyn ti cho khch hng l yu t quan trng khch hng nh gi gi tr ca thng hiu. Trong ti liu ny, gi tr thng hiu c xem xt ch yu trn c s tm l hc nhn thc. Aaker (1991, 1996) ngh 5 thnh phn ca gi tr thng hiu, bao gm: Lng trung thnh vi thng hiu, S nhn bit thng hiu, Cht lng c cm nhn, Cc thuc tnh thng hiu v cc ti sn c quyn khc ca thng hiu. (Hnh 1.2). Hnh 1.2. Cc thnh t gi tr thng hiu theo Aaker Trong khi , Keller (1993) cho rng gi tr ca thng hiu chnh l kin thc ca khc hng v thng hiu (Brand Knowledge). Kin thc ca khch hng li bao gm hai thnh phn chnh l S nhn bit thng hiu (Brand Awrenness) v n tng v thng
19. 19. Chng 1: Mt s vn chung v thng hiu Nh n u t n ( g t Nh ra ngay Nh c tr gip Cha tng c bit n hiu (Brand Image). Mt s nh nghin cu trong nc nh Nguyn nh Th v cng s (2003) cng gii thiu m hnh gi tr thng hiu khi nghin cu ti th trng hng tiu dng Vit Nam. Theo gi tr thng hiu bao gm cc thnh phn: Nhn bit thng hiu; Cht lng cm nhn v Lng ham mun thng hiu. Khi xem xt k lng cc m hnh ny, chng ti nh gi m hnh gi tr thng hiu ca Aaker nu trn. M hnh ny khi qut hiu qu v gi tr thng hiu v c nhiu tc gi hoc cc nhm nghin cu dn chiu trong cc cng trnh nghin cu ca h. Trong nm thnh t gi tr thng hiu ca Aaker nu trn th ba thnh t u c xc nh l gi tr gp thm ca thng hiu phn gi tr m thng hiu gp thm ng gp thm vo cm nhn ca ngi tiu dng i vi sn phm mang thng hiu. Hai thnh t sau ch yu ch gp thm gi tr v cho doanh nghip. 1.3.2.1. Mc nhn bit thng hiu Mc nhn bit v thng hiu l kh nng mt ngi mua tim nng c th bit c hoc nh c rng thng hiu l mt i in ca mt chng loi sn phm no . Mc nhn bit thng hiu c th chia thnh 4 cp , t ch thng hiu cha c bit n, n cp thng hiu c th nhn bit khi c s tr gip nht nh, qua cp thng hiu t c kh nng gi nh cho ngi tiu dng v vic thng hiu c dng cho hng ha hoc dch v no v cao nht l thng hiu c v tr ng tr trong tm tr ngi tiu dng (Hnh 1.3). Hnh 1.3. Cc mc nhn bit thng hiu Mc nhn bit thng hiu l c s ban u neo kt mi n tng, cm nhn v phong cch ca thng hiu. Theo qui lut tm l hc, mt hin tng hoc s vt cng tr nn quen thuc s cng c tin cy cao. Tc ng tm l ny va c ngha vi ngi tiu dng, va c ngha i vi ch s hu thng hiu. 1.3.2.2. Cht lng c cm nhn Cht lng c cm nhn ca thng hiu l s cm nhn ca khch hng v cht
20. 20. Hc vin cng ngh Bu chnh Vin thng 15 Chng 1: Mt s vn chung v thng hiu lng tng th, v u th vt tri ca hng ha hay dch v so vi nh tiu dng v so vi i th cnh tranh. Cht lng c cm nhn l gi tr tm l xut hin trong s so snh, khc vi cht lng vt l hay cht lng c cng b ca sn phm. Cc thng s k thut (nh PH, hm lng nc, ng, vitamin) th hin trn nhn hng ha hu nh khng c tc dng g i vi hnh vi chn mua ca ngi tiu dng, m nhng yu t khc nh: khc bit (nu c), cm gic mt hoc kht, cm gic t tin khi s dng mi quyt nh mc hi lng ca ngi tiu dng i vi tng thng hiu. Cng mt nhu cu tiu dng ging nhau, mi ngi tiu dng n l li c th c cc thch tiu dng khc nhau. V d i vi dch v chuyn pht ca bu in, c ngi thch v s tin li trong giao dch nhn gi v tr tin, c ngi thy thi giao tip ca nhn vin rt nh nhn, c ngi thy tc dch v rt nhanh Cc thch khc nhau l c s to nn s khc bit trong cht lng cm nhn, tn ti trong cm gic ca ngi tiu dng i hi doanh nghip phi c bin php tm hiu, nhn din v p ng. Nh vy c th thy cht lng c cm nhn ch khng phi cht lng vt l (hay cht lng c cng b) mi l i tng ca hot ng qun tr thng hiu. 1.3.2.3. Cc lin kt thng hiu Lin kt thng hiu l bt k iu g ni tr nh ca khch hng n vi thng iu mt cch trc tip hay gin tip. V d khi nhc ti thng hiu Trung Nguyn, nhiu ngi c th nh ngay n c ph, bin hiu Trung Nguyn vi mt s yu t mu sc v ha, cu slogan Khi ngun sng to. Cc n tng lin kt ny lm giu thm hnh nh v Trung Nguyn v nu ngi tiu dng hi lng vi bn thn hng v c ph hoc s phc v trong mt qun c ph Trung Nguyn (trong s so snh vi cht lng c cm nhn ca cc thng hiu c ph khc), cc n tng lin kt c th gip cng c hoc gia tng cht lng cm nhn. Trong mi quan h , cht lng c cm nhn c cho l yu t quyt nh trc tip v cc lin kt thng hiu ng vai tr tc ng gin tip ln hnh vi tiu dng. Khi hoch nh cc k hoch truyn thng, cc doanh nghip cn u tin tp trung cho cht lng c cm nhn ca thng hiu trc khi theo ui cc yu t lin kt. Tuy nhin, trong trng hp cht lng c cm nhn ca cc thng hiu cnh tranh l tng ng hoc khng th so snh trc tip vi nhau th vai tr ca cc n tng lin kt tr nn quyt nh. C nhiu ngun n tng lin kt khc nhau trong vic phong ph ha cho hnh nh thng hiu, c th l thng s no ca sn phm, l mc gi m thng hiu ny p dng so vi gi ca i th cnh tranh, cng c th l cch thc s dng sn phm, dch v mang thng hiu iu ng ch l mi tng quan gia cc n tng lin kt vi hnh nh thng hiu. Trc ht, cc n tng ch c th lin kt vo k c khi chng c khc ha mc nht nh. iu ny cn ch trong hot ng truyn thng, hn ch vic thay i lin tc thng ip truyn thng khin cc thng ip xut hin hn n v nht thi, n tng lin kt vi thng hiu khng th nh hnh, hnh nh thng hiu tr nn m nht, v ngha. 1.3.2.4. S trung thnh vi thng hiu
21. 21. Hc vin cng ngh Bu chnh Vin thng 16 Chng 1: Mt s vn chung v thng hiu iu ct li to nn ti sn thng hiu l s trung thnh ca khch hng i vi thng hiu . Khch hng trung thnh vi thng hiu khi h bng mi cch tm mua bng c thng hiu m h mun bt chp cc thng hiu khc ang cnh tranh quyt lit v gi c, cht lng v s tin li. Cc khch hng mua mt thng hiu c th c th chia thnh 5 mc trung thnh: 1. Khch hng mua ngu nhin 2. Khch hng mua theo thi quen 3. Khch hng c chi ph chuyn i 4. Khch hng a thch thng hiu 5. Khch hng gn b vi thng hiu. C 5 ch tiu dng o lng s trung thnh vi thng hiu: Hnh vi mua sm, chi ph chuyn i, s tho mn, s a thch, s gn b. Hnh vi mua sm: c th o lng hnh vi mua sm qua cc ch tiu nh t l mua li thng hiu, t s khch phn i vi mt thng hiu, s lng sn phm cng mt thng hiu m khch hng mua D liu v hnh vi mua sm tuy khch quan nhng xc nh tn km v thng thiu chnh xc. Nhng d liu ny cho thy, s trung thnh vi thng hiu trong nhng loi sn phm khc nhau l khc nhau v s thng hiu cnh tranh trong mi loi v bn cht ca sn phm khng ging nhau. Chi ph chuyn i: Nhng thng hiu c chi ph chuyn i cao v c ri ro khi chuyn i thng c nhiu khch hng trung thnh hn. S tho mn hoc khng tho mn: Nu khch hng c mc tho mn khi s dng thng hiu cao hn cc thng hiu cnh tranh h s trung thnh v ngc li. S tha mn ca khch hng c nh gi thng qua gi tr k vng v gi tr cm nhn i vi mt sn phm. Kt qu o lng s tho mn phi cp nht, tiu biu v nhy bn. S a thch: o lng mc a thch thng hiu ca khch hng, bao gm cc mc : thch, tn trng, thn thit, tin tng. S gn b vi thng hiu: Cng nhiu khch hng gn b, ht lng vi thng hiu th thng hiu cng mnh. S gn b vi thng hiu biu hin thng qua tui th trung bnh ca khch hng v l c s to nn gi tr vng i khch hng (Customer Lifetime Value ). Xy dng lng trung thnh vi thng hiu l n lc lu di da trn vic cung cp li ch mong mun thc s cho khch hng v lm h hi lng. Tuy nhin, lng trung thnh c th b suy gim nu doanh nghip khng c nhng bin php gi gn v pht huy thng xuyn. i vi nhng cp trung thnh khc nhau ca khch hng, doanh nghip cn tin hnh nhng chin lc kinh doanh khc nhau. 1.3.2.5. Cc ti sn c quyn khc ca thng hiu Cc ti sn c quyn khc ca thng hiu c th l cc vn bng c quyn v sng
22. 22. Hc vin cng ngh Bu chnh Vin thng 17 Chng 1: Mt s vn chung v thng hiu ch (Patent), cc nhn hiu thng mi (Trade Mark) v cc mi quan h cht ch vi knh phn phi m doanh nghip xy dng c. TM TT CHNG 1 - Thng hiu l tng hp tt c cc yu t vt cht, thm m, l l v cm xc ca mt sn phm (hoc doanh nghip), bao gm bn thn sn phm, tn, logo, hnh nh v mi s th hin hnh nh, dn qua thi gian c to dng r rng trong tm tr khch hng nhm thit lp mt ch ng ti . - Thng hiu l mt thut ng vi ni hm rng. Thng hiu l hnh tng v hng ho hoc doanh nghip. Du hiu thng hiu phi c xc lp v tn ti r rng trong tm tr khch hng. Ngoi cc thuc tnh chc nng hay cng dng ca sn phm thng thng, thng hiu mang li nhng cm xc t sn phm . Thng hiu khc vi nhn hiu. Thng hiu th hin vai tr quan trng i vi c ngi tiu dng v doanh nghip. i vi ngi tiu dng: Thng hiu gip khch hng xc nh ngun gc, xut x ca sn phm; Bo hiu nhng c im v thuc tnh ca sn phm; Gip khch hng tit kim chi ph tm kim sn phm: Lm gim ri ro khi quyt nh mua v tiu dng mt sn phm; v Gip khch hng biu t v tr x hi ca mnh. i vi doanh nghip: Thng hiu to dng hnh nh doanh nghip v sn phm trong tm tr ngi tiu dng; Thng hiu nh mt li cam kt gia doanh nghip v khch hng; Thng hiu nhm phn on th trng, to nn s khc bit trong qu trnh pht trin ca sn phm v thng hiu mang li nhng li ch t s tng trng doanh thu, th phn, thu ht u t cho doanh nghip. - Gi tr thng hiu ca mt doanh nghip c th c xem l phn chnh lch gia gi tr th trng ca doanh nghip v gi tr s sch trn bng tng kt ti sn ca n. Ni cch khc, gi tr thng hiu l gi tr ca mt thng hiu do t c mc trung thnh cao ca khch hng, s nhn bit thng hiu, cht lng cm nhn c cng cc lin kt chc chn lin quan n thng hiu v cc ti sn khc na nh bng sng ch, nhn hiu c chng nhn v knh phn phi. - Nhng thnh t cu thnh nn gi tr thng hiu c th khc nhau ty theo mi trng hp. Tuy vy, theo Aaker, c 5 thnh t chnh ca gi tr thng hiu bao gm: S trung thnh vi thng hiu; S nhn bit thng hiu; Cht lng cm nhn c; Cc lin kt thuc tnh thng hiu v cc yu t s hu khc ca thng hiu. CU HI V BI TP 1. Trnh by cc quan nim v thng hiu. 2. Phn tch vai tr ca thng hiu i vi ngi tiu dng. 3. Phn tch vai tr ca thng hiu i vi doanh nghip. 4. Ti sao ni: Thng hiu l ti sn ca doanh nghip?
23. 23. Hc vin cng ngh Bu chnh Vin thng 18 Chng 1: Mt s vn chung v thng hiu 5. Ti sao ni: Thng hiu nh mt li cam kt gia doanh nghip v khch hng? 6. Trnh by v cc cp trung thnh vi thng hiu. 7. Nu cc tiu ch dng o lng s trung thnh ca khch hng i vi mt thng hiu. 8. Nu cc thnh t gi tr thng hiu theo quan im ca Aaker.
24. 24. Chng 2: Xy dng thng hiu Hc vin cng ngh Bu chnh Vin thng 19 CHNG 2: XY DNG THNG HIU GII THIU CHNG: Chng 2 bao gm nhng ni dung chnh sau: - Cc loi thng hiu v m hnh xy dng thng hiu - Qu trnh xy dng thng hiu - La chn chin lc thng hiu sn phm - La chn chnh sch thng hiu. Kt thc chng, sinh vin cn t c nhng mc tiu c bn sau: - Hiu cc khi nim, nh ngha v: Thng hiu c bit; Thng hiu gia nh; Thng hiu tp th; Thng hiu quc gia; Nghin cu th trng; Tm nhn thng hiu; Chin lc m rng dng sn phm, chin lc m rng thng hiu, chin lc nhiu thng hiu, chin lc cc thng hiu mi; nh v thng hiu; H thng nhn din thng hiu; Truyn thng thng hiu. - Nm bt cc ni dung v: Cc loi thng hiu v m hnh xy dng thng hiu; Qu trnh xy dng thng hiu; Chin lc thng hiu; Chnh sch thng hiu. - Vn dng phn tch c kh nng p dng m hnh xy dng thng hiu cho mt sn phm hoc mt doanh nghip c th. Vn dng v xut c chin lc thng hiu i vi mt sn phm c th. Phn tch c u im v hn ch ca cc chnh sch thng hiu. 2.1. CC LOI THNG HIU V M HNH XY DNG THNG HIU 2.1.1. Cc loi thng hiu Cng ging nh thut ng thng hiu, cng c nhiu quan im khc nhau trong vic phn loi thng hiu. Ngi ta c th chia thng hiu thnh: Thng hiu hng ho, thng hiu sn phm, thng hiu doanh nghip; hoc chia ra thnh thng hiu hng ho, thng hiu dch v, thng hiu nhm, thng hiu tp th, thng hiu in t; hoc chia thnh thng hiu chnh, thng hiu ph, thng hiu b sung... Mi thng hiu khc nhau s c nhng c trng cho mt tp sn phm nht nh. Chnh v th m chin lc xy dng v pht trin cho tng loi thng hiu cng khng hn l ging nhau. Tip cn theo gc qun tr thng hiu v marketing, thng hiu c th chia thnh: Thng hiu c bit (thng hiu c th, thng hiu ring); Thng hiu gia nh; Thng hiu tp th; Thng hiu quc gia. 2.1.1.1. Thng hiu c bit
25. 25. Chng 2: Xy dng thng hiu Thng hiu c bit l thng hiu ca tng chng loi hoc tng tn hng ho, dch v c th. Vi thng hiu c bit, mi loi hng ho li mang mt thng hiu ring v nh th mt doanh nghip sn xut v kinh doanh nhiu loi hng ho khc nhau c th c nhiu thng hiu khc nhau. V d: - Xe my Atila, Victoria, Shark ca SYM - Xe my Air Blade, Lead, SH ca HONDA. Thng hiu c bit thng mang nhng thng ip v nhng hng ho c th (nh tnh nng ni tri, tnh u vit, nhng tin ch ch thc...) v c th hin trn bao b hoc chnh l s c bit ca bao b hng ho. Loi thng hiu ny cng c c tnh ring bit, lun to cho ngi tiu dng mt c hi la chn cao ngay c trong trng hp l nhng thng hiu thuc s hu ca cng mt cng ty. Thng hiu c bit lun gn lin vi tng loi hng ho, dch v c th v c th tn ti mt cch c lp trn hng ho, cng c th c gn lin vi cc thng hiu khc nh thng hiu gia nh hoc thng hiu tp th, thng hiu quc gia. Hnh 2.1. Cc thng hiu c bit ca Golden Gate (http://www.ggg.com.vn/) 2.1.1.2. Thng hiu gia nh Thng hiu gia nh l thng hiu chung cho tt c cc hng ho, dch v ca mt doanh nghip. Mi hng ho thuc cc chng loi khc nhau ca doanh nghip u mang thng hiu nh nhau. V d: Vinamilk (gn cho tt c cc sn phm ca Vinamilk), Yamaha, Panasonic, LG, Samsung, Bitis, Trung Nguyn... l nhng thng hiu gia nh. c im ca thng hiu gia nh l tnh khi qut rt cao v phi c tnh i din cho tt c cc chng loi hng ho ca doanh nghip. Khi tnh i din v khi qut b vi phm hay mt i, ngi ta s phi ngh ngay n vic to ra nhng thng hiu c bit cho tng chng loi hng ho, dch v c th chng khng nh hng n thng hiu gia nh. Thng hiu gia nh c th xut hin c lp trn hng ho v c th i km cng
26. 26. Chng 2: Xy dng thng hiu thng hiu c bit hay thng hiu quc gia. Hnh 2.2. HONDA l mt thng hiu gia nh 2.1.1.3. Thng hiu tp th Thng hiu tp th l thng hiu ca mt nhm hay mt s chng loi hng ho no , c th do mt c s sn xut hoc c th do cc c s sn xut khc nhau sn xut v kinh doanh (thng l trong cng mt khu vc a l, gn vi cc yu t a l, xut x nht nh), V d: Nhn lng Hng Yn, vi thiu Thanh H, nc mm Ph Quc.... Thng hiu tp th cng c th l thng hiu chung cho hng ho ca cc doanh nghip khc nhau trong cng mt hip hi ngnh hng (Vinacafe l thng hiu nhm cho cc sn phm c ph ca Tng cng ty c ph Vit Nam) Thng hiu tp th c c im kh ging vi thng hiu gia nh v c tnh khi qut v tnh i din cao, nhng im khc bit rt c bn l thng hiu tp th thng c gn lin vi cc chng loi hng ho ca nhiu doanh nghip khc nhau trong mt lin kt kinh t, k thut no (cng hip hi, cng khu vc a l....) v tnh i din c pht trin ch yu theo chiu su hn l theo chiu rng ca ph hng ho. S dng thng hiu tp th l mt vn phc tp v c iu kin. Khi s dng thng hiu tp th s gp phi mt vn l mi thnh vin u c th s dng tn gi xut x v ch dn a l cu thnh thng hiu cho hng ho ca mnh, khng ai c quyn c chim v tn gi xut x hoc ch dn a l. V v th c bo h, trong cc yu t ca thng hiu, ngoi tn gi xut x hoc ch dn a l hoc thng hiu chung ca hip hi cn cn c nhng du hiu ring ca tng doanh ngip thnh vin. Hnh 2.3. Thng hiu tp th Viglacera
27. 27. Chng 2: Xy dng thng hiu Hnh 2.4. Thng hiu tp th ca Hip hi ch Vit Nam (VITAS) 2.1.1.4. Thng hiu quc gia Thng hiu quc gia l thng hiu gn chung cho cc sn phm, hng ho ca mt quc gia no (n thng gn vi nhng tiu ch nht nh, tu thuc vo tng quc gia, tng giai on). V d Thai Brand l thng hiu quc gia ca Thi Lan, thng hiu ca Hng Kng c biu trng l con rng bay v dng ch Thnh ph th gii chu Asias Word City. Vietnam Value l thng hiu quc gia ca Vit Nam c Th tng Chnh ph ph duyt trong chng trnh Thng hiu quc gia Vit Nam. c im ca thng hiu quc gia l thng c tnh khi qut v tru tng rt cao v khng bao gi ng c lp, lun phi gn lin vi cc thng hiu c bit hay thng hiu nhm, thng hiu gia nh. Nhiu ngi vn cho rng thng hiu quc gia l mt loi chng nhn. Thc t th thng hiu quc gia lun c xc nh nh l mt ch dn a l a dng da trn uy tn ca nhiu chng loi hng ho vi nhng thng hiu ring khc nhau theo nhng nh v khc nhau. Hnh 2.5. Thng hiu quc gia Vit Nam Trong thc t, vi mt hng ho c th, c th tn ti ch duy nht mt thng hiu, nhng cng c th tn ti ng thi nhiu loi thng hiu (va c thng hiu c bit, va c thng hiu gia nh, hoc va c thng hiu nhm v thng hiu quc gia). S dng duy nht mt thng hiu hay s dng ng thi nhiu thng hiu cho hng ho, dch v l mt chin lc trong qun tr thng hiu. 2.1.2. M hnh xy dng thng hiu Mt doanh nghip cn c mt hay nhiu thng hiu khc nhau? Nu c t hai thng hiu tr ln th cc thng hiu quan h vi nhau nh th no? Trong thc t, c rt nhiu
28. 28. Hc vin cng ngh Bu chnh Vin thng 23 Chng 2: Xy dng thng hiu doanh nghip xy dng v pht trin t hai thng hiu tr ln, v gii php qun tr mi quan h gia cc thng hiu vi nhau trong cng mt doanh nghip chnh l xy dng m hnh thng hiu. 2.1.2.1. Cc yu cu v cn c xy dng thng hiu Vic thit k m hnh thng hiu cn phi m bo cc yu cu v tnh khoa hc, tnh thc tin v tnh hiu qu. - Tnh khoa hc: M hnh thng hiu phi ph hp vi chin lc th trng v chin lc pht trin sn phm ca doanh nghip, cn phi tnh n tt c cc yu t khch quan v ch quan c tc ng n qu trnh xy dng thng hiu. ng thi phi nghin cu cc tng mi, kinh nghim ca cc thng hiu i trc v cc thng hiu thnh cng cng nh nhng bi hc rt ra t nhng thng hiu b tht bi. - Tnh thc tin: M hnh thng hiu phi xut pht t iu kin thc t ca doanh nghip nh kh nng ti chnh, nhn s ca doanh nghip, tnh cp thit ca vic xy dng thng hiu, cc u th cnh tranh v nhng bt li trong kinh doanh i vi doanh nghip cng nh i vi sn phm ca doanh nghip. - Tnh hiu qu: phi tnh ton, la chn vic xy dng thng hiu thc s mang li cho doanh nghip hiu qu cao v kinh t khng ch trc mt m c lu di, cng vi l tng lai pht trin ca sn phm v doanh nghip. Thng hiu c th ni ting, nhng chi ph duy tr s ni ting qu ln, khng cn i vi li nhun s khng phi l mt m hnh thng hiu khn ngoan v hiu qu. Nhng cn c la chn m hnh thng hiu bao gm: - Lnh vc hot ng ca doanh nghip, chng loi sn phm m doanh nghip ang kinh doanh. - Thc t ngun nhn lc v ti chnh ca doanh nghip. - Chin lc trong tng lai ca doanh nghip. - Xu th pht trin chung ca ngnh hng. - Phn tch kinh nghim thnh cng v tht bi ca i th trong m hnh thng hiu m h chn. Cc m hnh xy dng thng hiu c bn gm: M hnh thng hiu gia nh; m hnh thng hiu c bit v m hnh a thng hiu. Mi m hnh c nhng u nhc im khc nhau, mi doanh nghip cn phi nghin cu, la chn m hnh xy dng thng hiu ph hp. 2.1.2.2. M hnh thng hiu gia nh Theo m hnh ny, vic xy dng thng hiu ca doanh nghip ch tin hnh trn thng hiu gia nh, tc l doanh nghip ch c mt hoc hai thng hiu tng ng cho nhng tp hng ho khc nhau. Trong nhiu trng hp, doanh nghip ch c duy nht mt thng hiu chung cho tt c cc chng loi hng ho khc nhau. y l m hnh xy dng thng hiu truyn thng c nhiu cng ty, tp on ln trn th gii p dng. Thng thng, phn tn gi ca cc thng hiu gia nh l tn ca ngi sng lp cng ty hay tn
29. 29. Hc vin cng ngh Bu chnh Vin thng 24 Chng 2: Xy dng thng hiu ngi thn trong gia nh cc sng lp vin, hoc cc danh t p c la chn cn thn, hoc c ly t phn phn bit trong tn thng mi hoc tn giao dch. Vi m hnh thng hiu gia nh, tn thng hiu v biu trng lun c s quan h rt cht ch v mt thit. u im: - Chi ph cho thng hiu t, d i ph trong qu trnh khai thc v pht trin thng hiu; - Nu mt thng hiu ch o mnh s to c hi hng ho tip cn th trng nhanh chng hn, d dng hn; hoc khi mt loi hng ho no mang thng hiu gia nh c ngi tiu dng a chung s lm cho nhng hng ho khc ca doanh nghip d tip cn th trng hn. Hn ch : Nguy c ri ro cao. Ch cn mt chng loi hng ho no mt uy tn hoc b ty chay s nh hng ngay lp tc n thng hiu chung ca doanh nghip. 2.1.2.3. M hnh thng hiu c bit M hnh thng hiu c bit l to ra cc thng hiu ring cho tng chng loi hoc tng dng sn phm nht nh, mang tnh c lp, t hoc khng c lin h vi thng hiu gia nh hay tn doanh nghip. c im c bn ca m hnh thng hiu c bit l tn doanh nghip hay thng hiu gia nh thng khng c th hin trn hng ho. Ngi tiu dng ch bit n thng hiu ca tng hng ho c th m khng bit hoc rt t bit n doanh nghip sn xut ra hng ho . M hnh ny thng c cc doanh nghip la chn khi thm nhp vo mt th trng mi vi mc ch t kch to bo v thng rt ph hp vi cc doanh nghip c quy m nh hoc va nhng nng ng; mt hng kinh doanh ca doanh nghip c tnh c th cao (hng ha c tnh nng khc bit so vi nhng hng ho cng loi khc hoc ngay c trong trng hp trn th trng c nhiu thng hiu cho chng loi hng ho , nhng doanh nghip xc nh mt tp khch hng ring bit). C th ly thng hiu Number 1, Tr xanh 0 ca Cng ty TNHH Thng mi v dch v Tn Hip Pht, La Vie ca Nestle Water, CAO ca Cng ty c phn vng bc qu Ph Nhun lm v d. u im: - Hn ch c ri ro v s suy gim uy tn ca doanh nghip ngay c trong trng hp hng ho c s c. Thng hiu c th tht bi, nhng uy tn ca doanh nghip gn nh khng b nh hng. - Khi thm nhp vo th trng mi, s dng thng hiu c bit s c c hi tip cn v lch th trng d hn. M hnh ny cng rt thch hp vi doanh nghip kinh doanh a ngnh, a lnh vc. Hn ch: - i hi doanh nghip phi u t kh nhiu pht trin thng hiu, nht l khi thm nhp th trng vi nhng hng ho khc nhau (nhiu thng hiu); - Doanh nghip s khng khai thc c li th ca nhng thng hiu i trc ni
30. 30. ting cng nh uy tn ca doanh nghip; mi thng hiu s phi t mnh chng chi vi nhng sng gi ca th trng v s xt nt ca ngi tiu dng; - M hnh ny i hi doanh nghip phi c i ng nhn vin qun tr thng hiu ng o v c kinh nghim, v mi thng hiu khc nhau s cn mt chin lc khc nhau cho tng th trng khc nhau. - M hnh th trng c bit cng rt cn mt chin lc nh v th trng v khch hng c th, mch lc. 2.1.2.4. M hnh a thng hiu y l m hnh to dng ng thi c thng hiu gia nh v thng hiu c bit, thm ch c thng hiu nhm nhm va khai thc li th ca m hnh thng hiu c bit va khc phc c nhng nhc im ca m hnh thng hiu gia nh (i khi ngi ta gi y l m hnh thng hiu bao vy). Trong thc t, xut pht t ch trc y cc doanh nghip ch xy dng thng hiu gia nh, v th khng to ra c s c bit v c sc cho hng ho ca mnh, nn rt nhiu doanh nghip la chn m hnh a thng hiu. M hnh a thng hiu c th c thc hin theo cch to ra s kt hp song song hoc bt song song. - Kt hp song song l to ra s th hin v vai tr ca thng hiu gia nh v thng hiu c bit l nh nhau, nh l hai b phn ca mt thng hiu. Cch kt hp song song cng c th nhn thy rt r khi kt hp gia thng hiu gia nh v thng hiu nhm. - Kt hp bt song song l dng kt hp trong mt thng hiu (hoc gia nh hoc c bit) c th hin r hn, mang tnh ch o v thng hiu cn li s c vai tr b sung, h tr. C th kt hp bt song song di dng thng hiu gia nh l ch o, cn thng hiu c bit ch ng vai tr h tr, m t v thc y. Vai tr v s th hin ca thng hiu gia nh trong trng hp ny quan trng hn nhiu so vi thng hiu c bit. Thng hiu c bit nh mt ch dn c th v mt chng loi sn phm ring bit vi nhng thuc tnh hay mt s i mi no so vi thng hiu trc , t c ngi ta ch hn l thng hiu gia nh. Kt hp bt song song kiu ny thng xy ra khi m uy tn ca thng hiu m (thng hiu gia nh) c, s kt hp lm cho thng hiu c bit n nhanh hn vi ngi tiu dng. Cc doanh nghip cng c th p dng s hon v tng bc hai dng kt hp bt song song cho nhau theo kiu tin - li, ngha l mt trong hai thng hiu dn gi vai tr ch o, trong khi thng hiu kia li dn li pha sau vi vai tr h tr, b sung. u im: - Khai thc li th v uy tn ca thng hiu gia nh nhm khuych trng thng hiu c bit. - Khi mt thng hiu c bit no ni ting s kch thch ngi tiu dng tm hiu v bit n thng hiu gia nh. - Gp phn hn ch ri ro nu mt thng hiu c bit no gp s c. - S tc ng tng h gia thng hiu c bit v thng hiu gia nh trong m
31. 31. Hc vin cng ngh Bu chnh Vin thng 26 hnh ny mang li hiu qu rt cao trong pht trin thng hiu ca doanh nghip. - M hnh a thng hiu s tng kh nng chim lnh v tr trng by hng ho ca doanh nghip trong cc siu th v quy hng. T to ng lc mua sm ca ngi tiu dng v to s b th cho thng hiu chung. M hnh ny cng to ra mt s cnh tranh ngm ngay trong cc thng hiu ca cng mt doanh nghip. Thc t cho thy khi trong quy hng ng thi c c du gi Clear, Sunsilk, Dove v Organic s to ra s la chn gay gt cc thng hiu ca ngi tiu dng. S b qua thng hiu ny n vi thng hiu khc v tnh lm tng uy tn cho tng thng hiu v nng cao uy tn chung cho thng hiu gia nh. Mi thng hiu s to c cho mnh mt tp hp khch hng ring bit, mc d thc t th s khc bit v cht lng hoc thuc tnh ca cc hng ho mang cc thng hiu hon ton khng nhiu. Ch mt s thay i nh trong kt cu hoc thuc tnh ca hng ho vi mt thng hiu mi to ra cho doanh nghip mt tp khch hng mi. Sc cnh tranh ca thng hiu gia nh khng ngng c nng cao. Hn ch: - i hi u t cho thng hiu rt ln do c nhiu thng hiu, rt kh ph hp vi cc doanh nghip c quy m va v nh. Trong thc t m hnh ny thng ch c cc cng ty a quc gia hoc cc tp on ln p dng. M hnh ny cng khng ph hp vi cc doanh nghip kinh doanh chng loi hng ho hp. - S pht trin nhiu thng hiu cng i hi i ng nhn vin qun tr thng hiu ng o v snh si. 2.2. QU TRNH XY DNG THNG HIU Xy dng thng hiu l qu trnh la chn v kt hp cc thuc tnh hu hnh cng nh v hnh vi mc ch khc bit ho sn phm hoc bn thn doanh nghip vi cch thc th v, c ngha v hp dn. Qu trnh xy dng thng hiu gm cc bc c bn sau: - Nghin cu th trng - Xy dng tm nhn thng hiu - Hoch nh chin lc pht trin thng hiu - nh v thng hiu - Xy dng h thng nhn din thng hiu - Truyn thng qung b thng hiu - nh gi thng hiu. 2.2.1. Nghin cu th trng Thng tin th trng gi vai tr quan trng trong hot ng marketing. Nghin cu th trng nhm nm bt c s thay i nhu cu, cc yu t tc ng v nh hng n nhu cu hin ti v tng lai, c nhng nhu cu no khc s xut hin v mong c cng nh nim tin v thng hiu trong tng lai bin i nh th no. Trc khi tin hnh nghin cu th trng, cn phn on th trng cn nghin cu.
32. 32. Hc vin cng ngh Bu chnh Vin thng 27 C th phn on th trng theo mt s tiu ch c bn sau: - Phn on theo nhn khu (gii tnh, tui, mc thu nhp...) - Phn on theo x hi (v ngh nghip, v tn gio, v xu hng hnh vi vn ho...) - Phn on theo tm l hc - Phn on theo a l - Phn on theo xu hng v phong cch sng... C th s dng nhiu phng php nghin cu th trng khc nhau, c th l: - Nghin cu ti bn - Nghin cu ti hin trng - Nghin cu nh tnh - Nghin cu nh lng - Nghin cu khm ph - Nghin cu m t - Nghin cu nhn qu - Nghin cu t xut - Nghin cu lin tc. Cc ni dung nghin cu th trng lin quan n thng hiu c th l: Nghin cu mi trng kinh doanh (cc bin khng th kim sot), nghin cu tc ng marketing ca doanh nghip n vi khch hng (cc bin c th kim sot) v nghin cu c im hnh vi ca nhm cng chng mc tiu ca thng hiu. Cc kt qu nghin cu th trng nh: mc bit n thng hiu, cc tiu chun la chn thng hiu, mc a thch thng hiu... s ng vai tr cung cp thng tin, h tr doanh nghip ra cc quyt nh lin quan n thng hiu. 2.2.2. Xy dng tm nhn thng hiu Tm nhn thng hiu l mt thng ip ngn gn v xuyn sut, nh hng hot ng ca thng hiu ng thi cng nh hng pht trin cho thng hiu qua phn tch nh v gia hin ti v tng lai. Tuyn b tm nhn thng hiu bao gm nhng g m thng hiu mun mnh s tr thnh, l ci m thng hiu mun mnh i din v l nguyn nhn ti sao thng hiu cng hin c ngng m. Tuyn b tm nhn thng l mt cu ngn gn, d nh, d truyn ti tinh thn, n lc v lng nhit tnh vi cng vic kinh doanh. Tm nhn hng hiu c mt s vai tr nh: - Thng nht mc ch pht trin ca thng hiu v to s nht qun trong hot ng qun tr thng hiu. - nh hng s dng ngun lc cho thng hiu.