K hoch truyn thng 2014

K hoch truyn thng 2014

Product name:K hoch truyn thng 2014- CDLN

Prepared by:VQTModified date:6/25/2014

Mc lc1Tm lc41.1Phm vi ca k hoch ny41.1.1Mc tiu marketing41.2Mc tiu truyn thng41.3Chin lc truyn thng51.4Vn v thch thc52Phn tch tnh hung52.1Lch s thng hiu52.1.1Nn tng thng hiu52.1.2vn hin ti52.1.3ch im truyn thng K TRC52.1.4NGN SCH TRUYN THNG K TRC52.1.5chi ph thu knh hin ti52.1.6THNG IP HIN TI52.1.7CC C IM HNH VI KHCH HNG52.2Tnh hung marketing hin ti63Cng chng mc tiu63.1Cng chng mc tiu63.2Ch tiu nh gi chnh63.3M t cng chng mc tiu73.3.1M t khch hng73.3.2chuyn gia trong ngnh v cc cng b74Cnh tranh84.1So snh thng hiu84.2Ro cn xm nhp84.3Khc bit vi i th cnh tranh84.4Mc xut hin v thng ip ca cc i th chnh85Thng hiu v thng ip95.1Kin trc thng hiu95.2Tuyn b nh v95.3Gi tr ngh95.4Thng ip chnh95.4.1thng ip chnh cho khch hng106Phng tin truyn thng116.1Tin trnh truyn thng v phng tin truyn thng117K hoch thc hin128Ngn sch129nh gi theo di1310Ph lc chi tit cc k hoch thc hin13

Tm lc [Mc tiu phn : Cung cp ton cnh v mc ch, ni dung c bn ca k hoch Gii thiu cc im quan trng cn ch trong k hoch Cc s liu quan trng nu cn thit]* Mc tiu chung:- Gia tng s nhn bit, phn bit thng hiu Trng Cao ng ngh du lch Nng (DVTC) vi cc thng hiu khc.- Nng cao nhn thc v ngh du lch i vi hc sinh sinh vin- Thu ht s lng hc sinh sinh vin n ng k hc ti trng ngy cng ng hn. Doanh nghip nhn bit v trng nhiu hn, t c th k kt hp tc o to ngun nhn lc theo nhu cu ca doanh nghip.

* Mc tiu c th: To s nhn bit v thng hiu DVTC cho 20% i tng khch hng mc tiu (hc sinh trung hc, ph huynh, nhn vin, doanh nghip du lch) n nm 2015 Tng 50% lng truy cp trn website trng v 100% lng hc vin tm ti liu v trng n nm 2016. Gia tng 5% i tng mc tiu c nhn thc tch cc v cht lng o to ca trng n nm 2015. 80% hc sinh ca trng hiu bit v ngh du lch n nm 2015. Tng 20% s h s ng k nhp hc ti trng nm 2015 Lin kt o to vi 10 doanh nghip du lch c thng hiu uy tn trong nm 2015.Phm vi ca k hoch ny K hoch ny xc nh cc mc tiu, chin lc v cc k thut cn thit cho vic thc hin thnh cng chng trnh truyn thng hnh nh ca DVTC trong nm 2014. Ngoi ra, k hoch ny cn cung cp mt quy chun pht trin cc hot ng cho cc chng trnh truyn thng cho cc chng trnh o to ca trng.

Mc tiu marketing

[Mc tiu ca phn ny : Tng lc cc mc tiu marketing v truyn thng nh hng chin lc cho hot ng truyn thng Xc nh cc thch thc tim tng]i. Mc tiu cui cng ca k hoch ny l gia tng s lng sinh vin nhp hc cc chng trnh ca DVTC nm 2014-2015. Chng ti nhm n vic t c s lng sinh vin h cao ng ng k ti trng nm 2014 l , s lng hc vin cc lp ngn hn 2014 l . V s lng hc vin cc lp s cp l .ii. a DVTC thnh thng hiu nh gi u tin trong h o to Cao ng v s cp trong lnh vc du lch ti khu vc Min Trung Ty Nguyn trong 5 nm nm ti. Mc tiu truyn thngMc tiu ca k hoch ny gm To s nhn bit v thng hiu DVTC cho 20% i tng khch hng mc tiu (hc sinh trung hc, ph huynh, nhn vin, doanh nghip du lch) Tng 50% lng truy cp trn website trng v 100% lng hc vin tm ti liu v trng Gia tng 5% i tng mc tiu c nhn thc tch cc v cht lng o to ca trng Tng 20% s h s ng k nhp hc h cao ng ti trng nm 2015 Tng 20% s hc vin ng k cc lp s cp ti trngCc mc tiu khng c a vo k hoch ny Ci thin cht lng o to ca trngChin lc truyn thng

Chin lc truyn thng ca chng ti l to dng s hiu bit v DVTC thng qua : S dng mng li sinh vin v cu sinh vin Tp trung vo knh online v mng x hi Tham gia cc ngy hi t vn tuyn sinh. Tham gia va t chc hi ch vic lam. Kho st mc hai long cua hc sinh sinh vin va nha tuyn dung thng qua s liu thng k v t l hc sinh sinh vin c vic lm. Phat hanh cac tp gp, t ri, panel gii thiu v Trng. T chc cc s kin thu ht s quan tm ca cng chng, cac cuc thi ngh trong v ngoi trng, cac bui giao lu vi doanh nghip, t chc hi thao v tham gia hi thao,Lin h cht ch, mt thit vi cc c quan truyn thng thng tin tt c cc s kin, cac hoat ng cua Nha trng.Vn v thch thc

Vn chng ta ang gp phi : DVTC khng c s phn bit vi cc trng cao ng khc Nhu cu hc cao ng ca sinh vin thp Cc doanh nghip cha bit n cc chng trnh o to ngn hn ca trng

Thch thc : To ra s tha nhn v gi tr ca DVTC trong cng ngPhn tch tnh hung[Phn ny trinh by cc ni dung : Lch s cc hot ng truyn thng ca trng v thng hiu / dch v Tnh hung marketing hin ti ca dch v / thng hiu]- Cng chng:+ Hc sinh tt nghip THPT hoc tng ng dnh cho h cao ng ngh;+ Ph huynh hc sinh;+ Nhng ngi ang i lm ti cc doanh nghip du lch mun nng cao tay ngh;+ Cc doanh nghip c nhu cu o to;+ Nhng ngi c nhu cu hc ngh du lch;

Phn tch SWOT thng hiu DVTC:

Lch s thng hiuthng hiu

[Cc yu t c bn ca thng hiu : c trng, gi tr Nhn din thng hiu Cm nhn ca KH So snh vi cc thng hiu cnh tranh] Trong bi cnh ngnh du lch khch sn ang pht trin vi mt tc cao v mang tnh bn vng, vn ln tr thnh ngnh kinh t mi nhn ng gp ng k vo GDP quc gia v nn kinh t t nc, cng vi l s cnh tranh khc lit gia cc c s du lch hng n chun ha, nng tm cht lng phc v tng ng khu vc v quc t, i hi ngun nhn lc du lch cng phi pht trin xng tm. Song song vi l s ra i t ca nhng c s o to cc ngnh ngh du lch - khch sn, to ra mi trng cnh tranh khng lnh mnh trong tuyn sinh v o to.Trc xu th , to c mt th ng vng chc, mt mi trng o to chuyn nghip v l mt i tc ng tin cy trong cung ng lao ng i vi cc doanh nghip du lch khch sn, Trng Cao ng ngh Du lch Nng xc nh phng chm hot ng l: u t theo chiu su, ly cht lng o to lm trng tm trn nn tng 03 yu t tr ct: cn b qun l - i ng ging vin c trnh chuyn mn cao; chng trnh, gio trnh o to tin tin, linh hot v h thng c s vt cht thit b - dng c dy ngh hin i, m bo pht trin mt cch bn vng. Trng Cao ng ngh Du lch Nng ch o to nhng g x hi cn, khng ch o to nhng g Nh trng c.

vn THNG HIU hin ti

[Phn tch tnh hnh qung b thng hiu ca trng v cc vn hin ti Kh nng tip cn cng chng mc tiu Kh nng thay i nhn thc cng chng mc tiu Kh nng thuyt phc cng chng mc tiu Kh nng thay i hnh vi cng chng mc tiu]

ch im truyn thng K TRC

[Cc chng trnh v ni dung truyn thng trong qu kh ]NGN SCH TRUYN THNG K TRC

[Ngn sch truyn thng cc k trc]CHI PH THU KNH HIN TI

[Cc chng trnh ang thc hin trn cc knh truyn thng chi ph]THNG IP HIN TI [Ni k nng to dng s nghip]Trng Cao ng ngh Du lch Nng l trng cng lp trc thuc BVHTTDL, c chc nng o to v cung ng ngun nhn lc du lch cht lng cao cho khu vc min Trung Ty Nguyn v c nc.Trng Cao ng ngh Du lch Nng tr thnh trng dy ngh cng lp cht lng vi m hnh mu v o to ngh du lch khch sn ca Vit Nam vo nm 2020 v vn tm khu vc.Tr thnh trng t chun khu vc ASEAN vi m hnh mu v o to ngh du lch khch sn ti khu vc ASEAN v vn tm quc t.

CC C IM HNH VI KHCH HNG

[M t hnh vi khch hng mc tiu : Nhn thc, thi , s quan tm lin quan n thng hiu gio dc Hnh vi chn la thng hiu gio dc Cc nhn t nh hng n cc quyt nh hnh vi Ngun thng tin s dng Tin trnh nh gi v ra quyt nh]Tnh hung marketing hin ti

[M t tm tt tnh hung marketing hin ti : Cnh tranh sn phm thng hiu Vn truyn thng : bit/hiu/tin/yu/chung/hnh ng Ro cn thc hin v cc thch thc trong thu ht hc vin]Cng chng mc tiu

[M t cng chng mc tiu : Chn la cng chng mc tiu Cc phn khc cng chng mc tiu Nhn t tc ng ch cht n cng chng mc tiu]Cng chng mc tiu[Cc nhm cng chng khc nhau v cc mc tiu theo ui vi cc cng chng ny]

Cng chngmc ch

Hc sinh 10-12y l i tng chun b chn trng H-C.

Nhng ngi ang i lm ti cc doanh nghip du lch mun nng cao tay ngh;y l i tng mun nng cao tay ngh v mun c c hi thng tin trong ngh nghip

Cc doanh nghip c nhu cu o to

y l i tng mun nng cao cht lng phc v ca doanh nghip, tng s chuyn nghip

Nhng ngi c nhu cu hc ngh du lchy l i tng mun tm kim c hi vic lm trong ngnh du lch hoc t kinh doanh

Ph huynh HS cp IIIy l i tng tc ng ch yu n qu trnh la chn trng hc ca HSSV

Cc trung tm thm nh nghy l i tng trc tip thm nh cht lng ca nh trng

Cc hip hi du lchy l i tng

Ch tiu nh gi chnhEach audience evaluates a set of criteria before determining whether or not to participate with us. These criteria are critically important to keep in mind as we craft messages and develop communications vehicles for particular audiences.We present the evaluation criteria as questions in the table below.

cng chngch tiu nh gi

M t cng chng mc tiu

M t cng chng

cng chng

Phn khc cng chng

c imPhn khc #1Phn khc #2

Nhn khu hc

Ngi quyt nh - NKH

Nhu cu ngi quyt nh

c im tm l NQ

c im hnh vi NQ

Thng tin s dng ca NQ

Khuynh hng tiu dng quyt nh

chuyn gia trong ngnh v cc cng bChuyn gia trong ngnh v cc cng b

Chuyn gia gio dc

Chuyn gia du lch

Bo quc gia

Bo mng

Tp ch chuyn ngnh

Chng trnh TV

Cnh tranh

So snh thng hiu

DVTCC NGH NNGCN QT PEGASUSH DUY TN

c tnh thng hiuMi thnh lpLu nm, a dng ngh o to Thng hiu quc t

Cm nhn gi cht lng

Th trng mc tiu

Th phn

Thu nhp nm

Li ch khch hng

im mnh

im yu

Chin lc MKT

Ro cn xm nhp

Khc bit vi i th cnh tranh

Mc xut hin v thng ip ca cc i th chnh

TCT #1Phn khc #1Phn khc #2

Mc tiu

Xut hin rng

Thng ip chnh

TCT #2Phn khc #1Phn khc #2

Mc tiu

Xut hin rng

Thng ip chnh

TCT #3Phn khc #1Phn khc #2

Mc tiu

Xut hin rng

Thng ip chnh

Thng hiu v thng ipKin trc thng hiuTuyn b nh v

Gi tr ngh

Thng ip chnh

Phn khc #1Vn Cch gii quytThng ip chnh

Phn khc #2Vn Cch gii quytThng ip chnh

thng ip chnh cho khch hng

thng ip chnh cho khch hng phn khc #1

TN THNG IP v Ni dung chnhBng chng thng ip

[THNG IP 1 Ni dung]Bng chng 1Bng chng 2Bng chng 3

thng ip chnh cho khch hng phn khc #2

TN THNG IP v Ni dung chnhBng chng thng ip

[THNG IP 1 Ni dung]Bng chng 1Bng chng 2Bng chng 3

Phng tin truyn thng

Truyn thng phc hp

Phng tin truyn thng

BitTinThchChungChn laTrung thnh

Key:Green= Hot ng ang tin hnhWhite = Hot ng tin hnh

Cc phng tin truyn thng

PR s kin

Bin ngoi tri

Internet

Truyn thng trc tip

Bo chK hoch thc hinK hoch thc hin cc hot ng truyn thng

Phng tinKhu vcQu 1Qu 2Qu 3Qu 4

PR s kin Nngxx

Bin ngoi tri Nng, Qung Namxx

InternetTon qucxxxx

Truyn thng trc tip Nng, Qung Namxxx

Bo ch Nng, Qung Namxx

Ngn sch

Phng tinQu 1Qu 2Qu 3Qu 4

PR s kin100 tr100 tr

Bin ngoi tri50 tr20 tr

Internet5 tr5 tr5 tr5 tr

Truyn thng trc tip10 tr10 tr5 tr

Bo ch20 tr20 tr

Total $15 tr175 tr155 tr10 tr

nh gi theo di

Ph lc chi tit cc k hoch thc hin

PageCONFIDENTIAL | K hoch truyn thng 20146/25/2014