1

HC VIN CNG NGH BU CHNH VIN THNG

---------------------------------------

LU TH THU

GII PHP HON THIN HOT NG MARKETING MIX I VI DCH V MYTV CA CNG TY PHN

MM V TRUYN THNG VASC

Chuyn ngnh: Qun tr kinh doanh

M s: 60 34 05

TM TT LUN VN THC S

H NI -2012

2

Lun vn c hon thnh ti:

HC VIN CNG NGH BU CHNH VIN THNG

Ngi hng dn khoa hc : TS. Nguyn Vn Tn

Phn bin 1:

Phn bin 2:

Lun vn s c bo v trc Hi ng chm lun vn thc s ti

Hc vin Cng ngh Bu chnh Vin thng

Vo lc :. gi . ngy . thng . nm 2012

C th tm hiu lun vn ti:

- Th vin ca Hc vin Cng ngh Bu chnh Vin thng

3

PHN M U

IPTV l dch v truyn hnh s tng tc th h mi, s ra i

ca cng ngh v dch v ny l mt cuc cch mng v s hi t

gia truyn thng v truyn hnh, c coi l cng ngh truyn hnh

th 3(Sau truyn hnh Analog v truyn hnh s). IPTV mang li

nhiu tin ch, kh nng thch ng cng ngh tin tin vi s tng

tc ca ngi s dng dch v v cng ng.

Hin nay, trn th trng Vit Nam ang c mt s nh cung

cp dch v IPTV ln nh FPT, VTC, Viettel v VASC. Cng ty phn

mm v truyn thng VASC ni bt nht trong s nh cung cp vi

dch v MyTV, tn dng c c s h tng Vin thng trn 63 Tnh

thnh, c bit l mng bng rng s 1 Vit Nam

Cng ty lun khng ngng sng to to ra nhng sn phm,

dch v tin tin, p ng tt nht nhu cu ca khch hng trong v

ngoi nc. Trong dch v MyTV l dch v truyn hnh tng tc

da trn cng ngh IPTV c cung cp thng mi t thng

10/2009. Trong qu trnh t chc kinh doanh dch v, Cng ty t

c mt s thnh cng c bn nh: Th phn lin tc tng, thu bao

tng v c th trng n nhn. Tuy nhin thc tin cho thy cn

nhiu hn ch trong hot ng marketing dch v, lm cho dch v

MyTV cha pht trin tng xng vi yu cu. Vi ngha ti

la chn ti Gii php hon thin hot ng Marketing-Mix i

vi dch v MyTV ca Cng ty Phn mm v Truyn thng VASC

nghin cu nhm gp phn pht trin dch v hn na ginh thng

li trn th trng cung cp dch v IPTV m Cng ty VASC ang

4

thc hin v trin khai trn 63 tnh thnh trn c nc.

Ngoi phn m u, kt lun, mc lc v ti liu tham kho, ni

dung ca lun vn c trnh by trong 3 chng:

Chng 1: C s l lun v hot ng Marketing mix i vi dch v

Chng 2: Thc trng hot ng Marketing-Mix i vi dch v

MyTV ca Cng ty phn mm v truyn thng VASC

Chng 3: Gii php hon thin hot ng Marketing Mix i vi

dch v MyTV ca Cng ty phn mm v truyn thng VASC

5

CHNG I

C S L LUN V HOT NG MARKETING- MIX

I VI DCH V

1.1 Tng quan v Marketing v marketing mix

1.1.1 Tng quan v Marketing

Theo Philip Kotler - nh Marketing hc li lc ngi M ni

Marketing l mt dng hot ng ca con ng nhm tho mn

nhng nhu cu v mong mun ca h thng qua trao i.

Trong c th hiu - Mong mun ( Wants) l mong mun t

nhin ca con ngi c cc c th ca mi c nhn tha mn nhu

cu v mong mun ca mnh theo tm hiu bit v tnh cch, vn ha

ca tng vng min, mong mun ca con ngi khng ngng pht

trin v c hnh thnh trong iu kin kinh t, chnh tr, x hi, gia

nh, tp qun, trng hc, nh th, trng hc

- Nhu cu (Needs) l nhu cu v s thiu ht m con ngi cm

thy c nh s khng lo m, thiu thn, khng iu kin nh

c i hc v s yu thng chm sc, n c th hin mt cch

ring bit theo mi cch ca con ngi

- Trao i ( Exchange) l hnh vi trao i t ngi ny cho

ngi kia trn s t nguyn ca c hai bn v s trao i chnh l

mt tin trnh lm gia tng gi tr ca tng doanh nghip

1.1.2. Khi nim hot ng marketing mix trong kinh doanh

dch v

Trong qu tnh sn xut kinh doanh, doanh nghip phi hp

hay sp xp cc cng c, nhng thnh phn ca Marketing mt cch

6

ph hp vi hon cnh thc t ca doanh nghip tip cn v chinh

phc khch hng. Mt trong cc cch m t cc hot ng v cng c

m doanh nghip s dng chinh phc khch hng l Marketing -

Mix (Marketing hn hp). Marketing hn hp l h thng ng b

cc cng c c th kim sot c m doanh nghip c th s dng

tc ng v chinh phc khch hng.

Marketing mix l mt b phn cc bin s c th iu khin

c chng c qun l tho mn th trng mc tiu v t

c cc mc tiu ca t chc. Trong marketing- mix c nhiu cng

c khc nhau, mi cng c l mt bin s c th iu khin c v

c phn loi theo bn yu t gi l 4P( theo cch phn loi ca

Mc.Carthy). Bn yu t l:

+ Sn phm(product)

+ Gi c (price)

+ Phn phi (place)

+ Xc tin hn hp ( promotion).

Cc doanh nghip m sn phm ch yu l sn phm dch v

thng s dng 4 yu t chnh v cng thm 1 yu t hp thnh

phn nh c th v sn phm dch v ca mnh.

+ H tr sau bn hng ( after Sale)

1.2 Ni dung v hot ng ca marketing- mix.

1.2.1. Thit k sn phm dch v

Trong mi trng kinh t cnh tranh, sn phm rt a dng

v phong ph, yu cu ca khch hng ngy cng cao, i hi doanh

nghip lun phi i mi sn phm dch v ca mnh v di con

7

mt ca khch hng th sn phm l tp hp cc dch v v l tp hp

ng b cc hot ng dch v gip h tha mn nhu cu, qua cc

yu t ny doanh nghip cn c cc chnh sch chin lc ng n

pht trin sn phm. V vy cn a ra nhng quyt nh ph hp

vi tng sn phm dch v.

1) Quy nh v chng loi, danh mc sn phm.

Vy ta tm hiu danh mc sn phm l g? ta c th nh ngha

nh sau: Mt danh mc sn phm l mt tp hp tt c nhng sn

phm v mt hng, m ngi bn c th a ra bn cho ngi mua

mt li ch v cng dng ca sn phm

Quyt nh v chng loi sn phm v danh mc sn phm:

Chng loi hng ha l mt nhm hng ha c lin quan cht ch

vi nhau do ging nhau v chc nng, do bn cho cng mt nhm khch

hng, hay thng qua cng nhng kiu t chc thng mi, hay trong

khun kh cng mt dy gi.

2) Quy nh v nhn hiu sn phm.

Nhn hiu ( brand) c cc Doanh nghip rt ch trng trong

chin lc marketing cho tng sn phm ca doanh nghip v ngi

ta xc nh nhn hiu ca sn phm cho tng loi sn phm.

Quyt nh v nhn hiu

Doanh nghip phi quyt nh c gn nhn hiu cho hng ha

ca mnh hay khng, ai l ngi ch nhn hiu, t tn cho nhn hiu

nh th no, c nn m rng gii hn s dng tn nhn hiu hay

khng? iu ny ph thuc vo c im hng ha ca doanh

nghip, cch la chn knh phn phi, v th ca doanh nghip trn

8

th trng.

3) Quy nh v cht lng sn phm.

Cht lng sn phm l ton b nhng tnh nng ca mt sn

phm hay dch v em li cho n kh nng tho mn nhng nhu cu

c ni ra hay c hiu ngm.

Quyt nh v cht lng sn phm

Cht lng v cht lng sn phm hng ho l phm tr

phc tp ,tng hp v kha hc cng ngh , kinh t x hi , t chc

qun l

4) Quy nh v nng sut.

Thm nhp su hn vo th trng dch v, quy nh ny c th

tng khi lng bn sn phm cho nhm khch hng mc tiu hin

ti bng cch gim gi cc, tng cng qung co, khuyn mi v

ci tin cc knh phn phi, pht trin sn phm mi.

5) Quy nh v dch v i km.

Trong thi i ngy nay th y ch l cng c quan trng

m bo li th cnh tranh ca cng ty (c bit l i vi cng ty

sn xut nhng mt hng c tnh cht cng nghip v nhng mt

hng c tnh cht k thut cao)

Quyt nh v dch v i km

Chin lc sn phm quc t cng bao gm c quyt nh v

cc dch v gn lin vi sn phm .Cc quyt nh ny lin quan

n iu kin s dng sn phm v kh nng, yu cu t chc bo

dng chng .

2.2.2. Chnh sch qun l v gi cc

9

Gi l yu t linh hot nht ca Marketing Mix. Bi v, gi

lin quan n doanh thu cn cc yu t khc to nn chi ph c kh

nng thay i nhanh chng nh cc yu t v sn phm, knh phn

phi, xc tin hn hp,khi quyt nh mua khch hng thng quan

tm nht n gi v chnh gi lm cho nhng quyt nh c ng

n hn, v gi c chia lm hai yu t l yu t bn trong v yu

t bn ngoi.

+ Yu t bn trong l cc mc tiu marketing, marketing mix, chi

ph sn xut v cc yu t khc.

+ Yu t bn ngoi l cc cu th trng mc tiu, cnh tranh v

cc yu t khc ca mi trng.

Cc mc tiu chnh m doanh nghip c th la chn trong

vic nh gi:

nh gi nhm mc tiu pht trin cc phn on th trng.

nh gi theo chin lc ht vng.

nh gi theo th trng.

Mt s phng php xc nh gi ph bin hin nay l:

Xc nh gi da trn chi ph bnh qun cng li.

Xc nh gi trn c s phn tch iu kin ho vn v m bo

li nhun mc tiu.

Xc nh mc gi trn c s gi tr cm nhn c ca

hng ho.

Xc nh gi cn c vo mc gi hin hnh.

Xc nh gi phn bit.

Xc nh gi khuyn khch tiu th.

10

Tnh hnh th trng lun thay i do vy cng ty s phi iu

chnh gi cho thch hp, c cc chin lc iu chnh gi sau: nh gi

theo nguyn tc a l, chit gi v bt gi, nh gi khuyn mi, nh

gi phn bit v nh gi cho danh mc hng ho

+ Cc yu t nh hng n nh gi

nh gi chu nh hng ca nhiu yu t bn trong nh: gim

chi ph sn xut, chin lc Marketing mix ca Cng ty, v chu tc

ng ca cc yu t bn ngoi nh: mc co dn ca gi, thu, cu

trc th trng.

2.2.3 T chc phn phi

Chnh sch v knh phn phi

- Knh phn phi c coi l con ng vn ng ca hng ha

v dch v t ni sn xut ti ngi tiu dng. Vi thi ca ngi

tiu dng th knh phn phi l nhng trung gian m h l nhng

khch hng phi mua nhng sn phm vi gi cao so vi nh sn xut.

Mt s knh phn phi c xp theo mc trung gian

- Knh phn phi trc tip:

-Knh phn phi gin tip:

-Knh phn phi truyn thng

- Knh phn phi theo chiu dc:

- Knh phn phi theo chiu ngang:

1.2.4 Cc hot ng xc tin hn hp

- Xc tin: L cng c cui cng ca Marketing Mix, gip

doanh nghip nm c thng tin v th trng khch hng, t c

bin php gii thiu v sn phm ca doanh nghip ti khch hng

11

kch thch hiu qu bn hng. Cc hot ng ch yu ca xc tin hn

hp l: khuyn mi, qung co, hi ch trin lm, bn hng trc tip,

quan h cng chng v cc hot ng khuych trng khc.

Ni dung ca xc tin hn hp

Hot ng xc tin hn hp l hot ng cn thit nng cao

hiu qu kinh doanh ca doanh nghip. Mt doanh nghip phn phi

bn sn phm dch v ca cng ty mnh thng dng cc cng c ca

hot ng xc tin hn hp l:

- Qung co (Advertisement)

- Khuyn mi (Sale promotion)

- Quan h cng chng (Public Relation)

- Bn hng trc tip (Personal selling)

- Tuyn truyn (Publicity)

1.2.4 H tr sau bn hng

Cng tc h tr sau bn hng l cng c iu ho tt c cc

hot ng kinh doanh, nng cao c hiu qu ca cc yu t khc

cu thnh nn sc mnh ca doanh nghip c thc qua mt s cc

yu t sau:

Cng tc chm sc khch hng (hay dch v khch hng-Customer

Care)

Cng tc bo hnh sa cha

12

CHNG II

THC TRNG HOT NG MARKETING - MIX I VI

DCH V MYTV CA CNG TY PHN MM V

TRUYN THNG VASC

2.1.3 Gii thiu dch v MyTV v nhng kt qu ch yu kinh

doanh dch v trong thi gian qua

MyTV-dch v truyn hnh a phng tin do Tp on Bu

chnh Vin thng Vit Nam cung cp, mang n cho khch hng hnh

thc gii tr khc bit:TRUYN HNH THEO YU CU

Dch v IPTV ca VNPT, do VASC trc tip xy dng v trin

khai trn phm vi ton quc vi tn gi thng mi MyTV, l sn

phm ca s hi t, ch vi mt thit b u cui, khch hng c th s

dng rt nhiu dch v khc nhau qua chic ti vi.

Mt s dch v in hnh ca MyTV

Dch v truyn hnh

Dch v truyn hnh theo yu cu

Cc dch v thng tin

Truyn hnh tng tc

Cc ng dng tng tc

Cc ng dng bng rng

Pay-per-View (PPV)

Tr chi theo yu cu (Games on Demand)

m nhc theo yu cu (Music on Demand)

Karaoke theo yu cu (Karaoke on Demand)

Dch v MyTV ca VASC khng phi l dch v truyn hnh

13

IPTV xut hin u tin trn th trng Vit Nam(One TV-FPT,IPTV-

VTC). Nhng sau gn 3 nm cung cp, s lng thu bao dch v

MyTV l 750.000 thu bao, v c cung cp ti 63/63 tnh thnh

trong c nc, tng gp 3 ln so vi nm 2010.

2.2. Thc trng hot ng Marketing mix i vi dch v

MyTV ca Cng ty phn mm v truyn thng VASC

2.2.1. nh gi v hin trng cu trc v ni dung cung cp

trn h thng dch v MyTV

Ni dung cung cp ca dch v MyTV c chia thnh 03

nhm chnh:

Dch v truyn hnh: Bao gm cc knh truyn hnh trong nc

v quc t c sc. Bn cnh vic xem truyn hnh theo cch truyn

thng, khch hng c s dng cc tnh nng c bit nh Hng

dn chng trnh in t (EPG), Kha chng trnh (Parental Lock),

Truyn hnh xem li (TVoD), Tm dng (Time Shift TV), Lu tr

(PVR/NPVR), Tr tin theo tng chuyn mc (IPPV)

Nhm cc dch v theo yu cu: Khch hng c th thng thc

nhng ni dung c sc v hp dn theo yu cu vo bt k thi im

no cc ni dung bao gm Phim truyn theo yu cu (VoD), m nhc

theo yu cu (MoD), Karaoke theo yu cu (KoD), Games theo yu

cu (GoD)

Nhm cc dch v tng tc v GTGT: Chia s nh v Video

Clips (Media Sharing), Thng tin cn bit (T-Information), Tip th

truyn hnh (T-Marketing), Qung co (Advertising), Voting,

Messenger

14

p ng tt hn nhu cu ca khch hng t thng 9/2011, My

TV c thm cc tnh nng u vit mi l PIP, MOSAIC .Tnh nng

PIP(Picture in Picture)l tnh nng hin th hai knh cng mt lc trn

mn hnh, mt mn hnh chnh v mt mn hnh ph. Tnh nng

MOSAIC l tnh nng h tr theo di ng thi 16 knh ang pht

16 ca s nh trn mn hnh.

Xy dng nhn hiu cho dch v

ngha ca Slogan: MyTV,Nhng g bn mun. Vi thng

hiu v slogan mun ngm truyn ti khch hng nhng thng ip

v dch v truyn hnh gii tr khc bit Truyn hnh theo yu cu

ngha c hiu khch hng s dng dch v MyTV khng ch dng

li vic xem truyn hnh n thun m cn c th xem bt c

chng trnh no m mnh yu thch vo bt c thi im no v s

dng nhiu dch v gi tr gia tng trn mn hnh tivi nh: Xem phim

theo yu cu, c truyn, karaoke, chi game.

V nhn hiu cc dch v con trong MyTV

Cc dch v con trong MyTV u c xy dng nhn hiu

khch hng d phn bit v nhn din:

c im ca cc gi dch v nh sau:

15

Dch v truyn hnh: Cung cp cho bn nhng dch v truyn

hnh, truyn thanh c sc trong nc v quc t. Ngoi cc knh

truyn hnh theo chun SD (Standard Definition) thng thng, ln

u tin ti Vit Nam, MyTV cung cp cc knh truyn hnh c cht

lng hnh nh v m thanh tuyt ho theo chun HD (High

Definition).

Dch v gii tr: Cung cp cho khch hng s dng dch v

nhng chng trnh hp dn nh: Phim truyn, Th thao, Thiu nhi,

Nhp cu MyTV, m nhc, Karaoke, Phong cch sng

Dch v Thng tin: Cung cp cho khch hng nhng thng tin

hu ch, c th bao gm tin tc thi s, tin th thao, d bo thi tit,

thng tin v cc chuyn bay, thng tin cn bit trong cuc sng v

cung cp kt qu s s v.v

Dch v tng tc: Cung cp cho ngi s dng giy pht gii tr

vi nhng tr chi trn truyn hnh nh T ph MyTV, u gi

ngc, Chia s hnh nh v bnh chn qua truyn hnh.

Dch v t vn o to: Gm nhng chuyn mc. Sc khe lm

p, Gio dc o to v o to t xa

Dch v h tr: L nhng dch v chm sc khch hng khi s

dng dch v.

Dch v mua sm: Gm nhng mc Tip th truyn hnh

nh gi nhng thnh cng v hn ch ca dch v MyTV

* Nhng thnh cng ca dch v

Dch v MyTV c mt kho ni dung phong ph v hp dn

i vi khch hng

16

Khong 136 knh pht ton quc: Live TV(38 knh truyn

hnh nc ngoi, 50 knh trong nc v 40 knh pht ti cc a

phng) cc knh truyn hnh qung b nh VTV1,TV2,VTV3, VTC,

HTV, v mt s knh gii tr hng u th gii nh HBO, Cinemax,

StarSports

Phim truyn hin c 1135 Phim l (450 phim HD, 685 phim

SD) trong : Phim hi 114, Phim hnh ng 281, Phim kinh d 39,

Phim hnh s 48, Phim tm l 159, Phim vin tng 41, Phim kinh

in 7. Hin c 89 b (trong 12 b min ph, 77 b tnh tin)

m nhc hin c 2709 bi (Nhc tr:1841, Quc t: 200,

Thiu nhi: 233, Tr tnh: 180, Cch mng: 20, Dn tc: 95, Th loi

khc: 83), Album: 5; Video clip: 3157 bi (Nhc tr: 2484, Quc t:

208, Tr tnh: 233, Cch mng: 22, Dn tc: 105, Th loi khc: 92),

Album: 20

Games: Java game: 403 games (Game mi: 44, Game hot 25:

, Vui nhn: 79, Kinh in: 22, Gio dc: 20, Hnh ng: 64, Phiu

lu: 52, Th thao: 32, Tr tu: 67)

* Nhng hn ch ca cht lng dch v hin nay

Cc knh (HBO, Starmovie).ca MyTV hay b mt ting

V tnh nng TVOD: 1 thi gian xy ra li TVOD xy ra nhiu

v kh hiu. l tnh trng nhiu khch hng phn nh chn xem li

chng trnh nhng ch mu trng d ang trong thi gian xem li,

vn l mu xanh l cy

Dch v Phim Truyn: Khch hng ch yu phn nh lin quan

n tnh trng qu ti, thnh thong xem phim bo li H thng ang

17

bn xin th li sau v ngy hm sau KH mi tip tc xem c. KH

thy hi bt tin.

2.2.2. nh gi chnh sch gi v gi gi dch v

Chnh sch gi dch v: Khi dch v MyTV mi ra mt trn

th trng v khai trng vo thng 9/2009 th mc gi p dng cho

mi gi dch v c xc nh trong nguyn tc l chim lnh th

trng vi mc gi hp dn.

i vi cc gi dch v tr tin nh sau:

- MyTV 35.000/thng

- MyTV HD: 50.000/thng

- Full option SD: 110.000/thng

- Full option HD: 125.000/thng

i vi gi dch v theo yu cu (PayTV)

Gi phim l & phim b gi cc theo ln s dng 2000 5000/

phim/48h vi mc cc trn trong thng l 75.000/thng

Gi m nhc gi cc theo ln s dng 500/ln nghe vi mc

cc trn trong thng l 30.000/thng

Gi Karaoke gi cc theo ln s dng 500 1.000/ln ht vi

mc cc trn trong thng l 20.000/thng

Gi tr chi gi cc theo ln s dng 500 1.000/ln chi vi

mc cc trn trong thng l 25.000/thng

+ n ngy 01/05/2011. VNPT a dng ha thay i cc

gi cc vi mc ph thu bao gi sn t 50.000 - 135.000

ng/thng.

i vi cc gi dch v tr tin nh sau:

18

- MyTV Silver: 50.000/thng

- MyTV Silver HD: 65.000/thng

- MyTV Gold: 120.000/thng

- MyTV Gold HD: 135.000/thng

i vi gi dch v theo yu cu (PayTV)

Gi phim l & phim b gi cc theo ln s dng 2000 5000/

phim/48h vi mc cc trn trong thng l 100.000/thng

Gi m nhc gi cc theo ln s dng 500/ln nghe vi mc

cc trn trong thng l 70.000/thng

Gi Karaoke gi cc theo ln s dng 500 1.000/ln ht vi

mc cc trn trong thng l 70.000/thng

Gi tr chi gi cc theo ln s dng 500 1.000/ln chi vi

mc cc trn trong thng l 70.000/thng

Ti thi im ny so snh mc gi dch v MyTV vi cc dch

v ca hng cnh tranh th mc gi ca MyTV l tng ng nhng

vi cht lng cao v thng qua gi cc hin ti th cng ty c th

nm bt c s tn ti ca dch v, sc chu ng, cng nh kh

nng cnh tranh ca mnh trn th trng

- S ra i ca 4 gi cc mi MyTV Silver, MyTV Silver

HD, MyTV Gold, MyTV Gold HD thu ht, pht trin thu bao mi

nhm tng thi lng, dung lng s dng dch v ca khch hng.

Khng nh MyTV l dch v gii tr hng u ca hin ti v tng lai

- Vi cht lng v ni dung dch v, bt u t ngy

01/11/2012, MyTV thay i gi cc MyTV Silver nh sau:

- Gi MyTV Silver: tng t 50.000 ng ln 60.000 ng/STB/thng.

19

- Gi MyTV Silver HD: tng t 65.000 ng ln 80.000

ng/STB/thng.

- Gi MyTV Gold v MyTV Gold HD vn p dng theo mc cc

thu bao hin hnh:

- Gi MyTV Gold: 120.000/STB/thng.

- Gi MyTV Gold HD: 135.000/STB/thng.

Bng gi cc mi i vi dch v My TV ( Ph lc 1.a)

Bng gi cc cc ni dung tr tin trn My TV ( Ph lc 1.b)

Nhn xt:

u im:

Chnh sch ngng cung cp 4 gi cc c t 01.05.2011 v ra

i 4 gi cc mi: Vic ngng cung cp 4 gi cc c c Cng ty

VASC t chc bm st theo k hoch t cc vn bn hng dn

VNPT cc tnh/TP ti cng tc truyn thng trn tuyn, gii p thc

mc khch hng cng nh cc n v.

Nhc im:

Vic thay i gi cc cha linh hot cha a dng bng

nhiu hnh thc mi ch thng bo qua mng internet cha thng

bo qua bin lai tnh cc, v th nhiu ngi s dng ng k

MyTV t trc 1/5/2011 khng r gi cc ca mnh l gi cc

no, hay khi nhn vo cc dch v th thy bt phi i gi cc.

2.2.3 nh gi h thng phn phi v cc c ch lin quan n

h thng phn phi

MyTV ra i c 3 nm c phm vi cung cp dch v trn 63

tnh thnh trn c nc. Dch v MyTV ca VASC c phn phi

20

qua cc VNPT tnh thnh, Cc Bu in TW v Cng ty CMC t

thng qua h thng ca VNPT tnh/TP thc hin cung cp dch v

MyTV ti khch hng

Tham gia vo qu trnh cung cp dch v MyTV th VASC ng

vai tr l nh cung cp ni dung, cn cc Vin thng tnh ng vai tr

l nh cung cp ng truyn ADSL.

2.2.4. nh gi cc hot ng xc tin thng mi

- Cng ty VASC thc hin qung co trn tuyn cn cn qung

co di tuyn giao cc VNPT tnh /TP thc hin c th nh sau:

* Hot ng truyn thng ca Cng ty VASC

* Hot ng truyn thng ca cc VTT/Thnh ph

u im:

- Mt s n v ch ng qung b dch v MyTV n vi

khch hng bng nhiu hnh thc v phng tin khc nhau, tip tc

pht trin v m rng cc chng trnh chm sc khch hng

Nhc im :

- Cng tc qung co cha chuyn nghip, ng b v thng

nht gia cc n v thnh vin trong VNPT.

VASC phi hp cht ch vi VNPT cc tnh/TP thc hin cc

chng trnh KM ti tng VNPT tnh/TP.

2.2.5 nh gi hot ng h tr sau bn hng

H tr sau bn hng l xy dng mt chui dch v chm sc

khch hng sau khi ng k s dng dch v nh: Gii p mi thng

tin thc mc ca khch hng trong qu trnh s dng dch v nh hi

p v tnh nng ca dch v, cc chng trnh h tr cho khch hng

21

nh th no, mc gi cc ca tng dch v ra sao?

- Cc hot ng chm sc khch hng ch yu l:

+T khi khai trng n nm 2011: VASC thc hin 2

chng trnh CSKH ln nhm tri n n khch hng nhn dp MyTV

trn 1 tui v 2 tui. Hnh thc l tng qu n cc khch hng c

ARPU cao v c thi gian s dng dch v lu di. Cc chng trnh

ny do VASC ng ra thay mt Tp on trin khai v c khch

hng nh gi cao.

+ Cng tc bo hnh sa cha

Hin nay cng tc bo hnh c thc hin v phi hp bi 3

n v l cc VNPT Tnh, thnh, cc Trung tm bo hnh ca cng ty

C phn Cng ngh cao DKD c thc hin theo (S 2.2: Quy

trnh bo hnh STB)

S 2.2: Quy trnh bo hnh STB

Khch hng

VNPT Tnh/TP

Trung tm bo hnh

Bo li

Thu hi, gi

Sa v gi

22

Chng 3

GII PHP HON THIN HOT NG MARKETING - MIX

I VI DCH V MYTV CA CNG TY PHN MM V

TRUYN THNG VASC

3.1 Nhng nh hng pht trin dch v MyTV ca cng ty

VASC

3.1.1 Mc tiu v phng hng n nm 2015

1, nh hng pht trin th trng mc tiu

2, nh hng pht trin sn phm, dch v

3, nh hng hot ng Marketing mix i vi dch v MyTV

ca Cng ty

4, Phn tch th trng i th cnh tranh ca dch v MyTV

3.2 Gii php hon thin hot ng Marketing - mix i vi dch

v MyTV ca VASC

3.2.1. Gii php thit k sn phm dch v

* Gii php nng cao cht lng dch v MyTV

Cht lng ca dch v MyTV lun l mi quan tm hng u

ca Cng ty. Cht lng ca cc dch v u ph thuc vo rt nhiu

yu t nh: gi ca cc gi dch v, thi gian thc hin cc dch v, v

khi ngi tiu dng s dng cc dch v....Vic la chn c nhiu

gi dch v l nh hng rt ln n s pht trin cc dch v mi ca

Cng ty.

- H thng x l cc s kin th thao cung cp trn MyTV (Fifa

Worldcup, Ngoi hng Anh,..).

- Nng cp h thng m rng dung lng knh ti trung tm v

23

a phng nhm gia tng ni dung cho dch v.

* Gii php pht trin mt s dch v nh sau:

- Pht trin dch v hin ti (pht trin theo chiu su): l qu

trnh duy tr, thc y s tng trng ca doanh thu, tiu th dch v

v nng cao hn na cht lng dch v, lm tng sn lng dch v

hin ti trn th trng. c th l s thay i v s lng, cht

lng cc ni dung (phim, truyn, game,) hay pht trin da trn

vic hon thin dch v (v d nh gip ngi xem d dng tm kim

ni dung hn).

- Pht trin dch v mi (pht trin theo chiu rng): L vic

pht trin, a dng ho cc loi hnh dch v p ng tt hn nhu

cu ca khch hng bng cch m rng danh mc dch v (thm chng

loi dch v mi), p dng dch v mi du nhp t nc ngoi, t cc

i th cnh tranh hoc trin khai nghin cu v pht trin dch v mi

cn bn, cha tng c u nh:

3.2.2. Gii php hon thin chnh sch gi

* Gii php dnh cho cc thu bao

i vi gi cc thu bao th gi nguyn gi cc gi dch

v ang cung cp, b sung cc gi dch v c nhn ha

Xin xut cung cp thm 04 gi cc nhm p ng nhu

cu a dng ca khch hng v dch v.. C th c 3 loi gi xut

nh sau:

- Gi VAT MyTV: gi ny bao gm cc dch v tr tin khng bao

gm truyn hnh min ph. Gi cc ny c th t gi 0 ng tin

thu bao v ngi dng s ch phi tr tin cho cc dch v gi tr gia

24

tng h s dng.

- Gi HD TV: gi ch cung cp ring cc knh truyn hnh HD

phc v cho nhm khch hng c nhu cu xem nhng nhm knh HD

hin ang cung cp vi nt cao.

- Gi Th thao v phim truyn l gi m bao gm ch c cc knh

th thao v cc knh phim truyn vi y cc chc nng TSTV,

NVPR

- Gi Live TV Free: Gi cc ny ch yu l mt s knh

truyn hnh ca i truyn hnh trung ng cng vi knh a

phng ti tng Tnh. i km gi ny l cc dch v tr tin nh

phim truyn, ca nhc,

* Cc dch v theo yu cu

Tnh cc PayTV theo gi cao im thp im

kch thch ngi tiu dng s dng dch v Pay TV nhm

tng doanh thu v sn lng th vic tnh cc PayTV cn linh hot

theo gi cao im v thp im c th nh sau:

* M rng phng thc thanh ton

- Thanh ton thng qua ha n.

- Thanh ton thng qua th tr trc, th ti khon.

3.2.3. Gii php hon thin h thng phn phi v cc c ch

c lin quan

* Gii php i vi knh phn phi hin ti

T chc knh bn hng trc tip ti siu th, ca hng in

my ln (p dng ti cc VNPT tnh thnh ph c nhiu siu th v

cc ca hng in my ln)

25

VNPT giao cho cc vin thng Tnh, Thnh ph ln phi hp

vi cng ty VASC t chc knh bn hng ny trn c s tha thun

gia 2 bn v cc ni dung

* Gii php t chc li knh phn phi ca cc VNPT Tnh

thnh ph

Duy tr cc knh bn hng sau:

Knh bn hng qua in thoi hoc Interne,

Knh bn hng trc tip ti a ch khch hng (knh bn hng ch

yu): c t chc xuyn sut t t Tnh n khu vc.

Thit lp knh phn phi trc tip i vi nhm khch hng B2B

3.2.4. Gii php y mnh hot ng xc tin thng mi

Cn c vo thc trng cc hot ng xc tin thng mi v

qung b dch v MyTV, Cng ty VASC cn trin khai cc hot ng

truyn thng c trn tuyn v di tuyn c quy m t cp Tp on

VNPT n cp cc Vin thng tnh trn nhiu phng tin thng tin

i chng, t chc cc s kin gii thiu MyTV n khch hng.

3.2.5. Gii php hon thin hot ng h tr sau bn hng

Hot ng h tr sau bn hng l mt cng tc ht sc quan

trng trong mi trng cnh tranh hin nay chnh v vy cc hot ng

h tr c nng cao v ch tm vi nhiu hnh thc nh:

C chm sc khch hng tt th mi thu ht c khch hng

s dng dch v ca mnh nhiu hn v lu di hn. Chnh v vy,

cng tc chm sc khch hng ca VNPT cn c quan tm nhiu

hn na.

26

3.2.6. Mt s gii php h tr khc

1,Gii php pht trin ngun nhn lc:

2,Gii php nng cao vn ha doanh nghip:

3.3 Mt s kin ngh

tn ta v pht trin bn vng nhm t c cc mc tiu

trong k hoch giai on 2011-2015 v nh hng pht trin th

trng IPTV trong nc v t cc nh mng quc t c nhiu nt

tng ng vi VNPT, c th rt ra mt s xut sau pht trin tt

nht dch v MyTV ca VNPT. tn c s h tng mng ADSL rng

khp vi cht lng c nh gi l tt nht trong th trng vin

thng ti Vit Nam hin nay.

Tp trung trin khai ni dung phong ph, tng cng hp tc

chin lc gia VNPT v cc nh i ni chung (gia n v cung

cp h tng mng v n v cung cp ni dung). c bit, khng nn

dch v MyTV v IPTV ca VTC v cc vin thng tnh cnh tranh

trc tip vi nhau nh hin ti, chuyn thnh hp tc trc tip gia

MyTV v cc nh i.

Cn tp trung y nhanh pht trin thu bao t ngng 1 triu

thu bao, t s c c s c thm ngun doanh thu t qung co.

y l mt ngun doanh thu tim nng v kh ln. Thc t trn th gii

nhiu nh mng bn bng gi dch v (khng c li), thm ch l b

cho t dch v khc cho IPTV t c ngng ny.

Thc t ti th trng Vit Nam, Viettel cung cp dch v

vi mc gi STB ch 300.000 VN (gi khuyn mi) , iu ngha l

h c mt phng thc kinh doanh tit kim hn phng thc hin

27

nay ca VNPT. VNPT cn nghin cu cc phng thc mua STB

vi gi r hn nh: Mua tp trung vi s lng ln; Hp ng hp tc

chia s % li nhun t dch v; a dng ha nh cung cp STB to

cnh tranh.

Kt hp vi cc nh cung cp ni dung mi, cc knh truyn

hnh nc ngoi, lm phong ph s lng v chng loi.

Nng cp c s h tng truyn dn, kim sot cht ch khng

xy ra cc li h thng, iu m khin cc thu bao MyTV trn c

nc b ngt cung cp trong thi gian di.

m bo cung cp dch v cho nhu cu ng k s dng

dch v MyTV trong n nm 2015. VNPT cn tin hnh u t m

rng h thng m bo cung cp 1 triu thu bao trong giai on 2012-

2013 1,5 triu thu bao giai on 2014-2015.