bng danh mc ch vit tt

AMA : American Marketing Association - Hip hi Marketing M EU : European Union - Lin minh Chu u ASEAN : Association of South East Asian Nations - Hip hi cc Quc gia ng Nam POP : Post Office Protocol - Giao thc truyn th SMTP : Simple Mail Transfer Protocol - Giao thc truyn th gin n FTP : File Transfer Protocol - Giao thc truyn tp tin IXP : Internet Exchange Point - im cung cp dch v kt ni Internet ISP : Internet Service Provider - Nh cung cp dch v truy cp Internet ATM : Automated teller machine - My rt tin t ng SWIFT : Society for Worldwide Interbank Financial Telecommunication - Hip hi truyn tin v ti chnh lin ngn hng ton cu

HTML : Hyper Text Markup Language - Ngn ng nh du siu vn bn ADSL : Asymmetric Digital Subscriber Line - ng thu bao s ha khng ng b ISDN : Intergrated Service Digital Network - Mng s ha dch v tch hp CA : Certification Authority - Chng ch s PIN : Personal Identify Number - M s c nhn (b mt) GDP : Gross Domestic Product - Tng sn phm quc ni
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VAT : Value Added Tax - Thu gi tr gia tng CD : Compact Disk - a Compact VEC : Vietnam E-commerce Center - Trung tm thng mi in t Vit Nam.

Li m u
Tuy cha y 17 nm i mi nhng Vit Nam hin nay, nu mun mua mt chic t, chng ta khng phi mt nhiu thi gian i n ht gian hng trng by sn phm ca hng ny n hng khc, xem xt t m chi tit tng mu m, kiu dng, tnh nng, gi c..., ri tin hnh so snh gia cc loi chn ra mt chic xe ph hp nht. Tt c cc cng on tn nhiu thi gian v sc lc gi y c th c thc hin ngay ti nh, thng qua Internet. Ch bng nhng ng tc nhn chut, chng ta c th xem xt cc gian hng v cc catalog sn phm, tham kho gi c ca cc loi xe khc nhau. V chng ta hon ton c th t mua mt chic xe ph hp vi s thch v ti tin ca mnh nht. iu tin li l tng khin chng ta khng th coi thng Internet. Trn y ch l mt trong s rt nhiu tin ch m Internet c th mang li cho chng ta. Mng Internet thc s ang m ra mt khng gian mi cho hot ng kinh doanh, m ngi ta vn thng gi l thng mi in t. Tc pht trin mnh m ca thng mi Internet trn ton th gii thc y nhiu nc nhanh chng ng dng n mt cch rng ri c th thu c hiu qu ln nht v kinh t v x hi.

Trong cu trc v vn hnh thng mi in t Internet, xt trn c kha cnh kinh doanh v qun tr, Marketing Internet ang ng mt vai tr v cng quan trng bi n khng ch tc ng n nhng ni dung ct li ca cc giao dch v thng v m cn to dng nn th trng o, th trng s ho cho cc doanh nghip. ng thi n cng nh r nhng cng c nhm thc hin cc mc tiu thng mi trn th trng ny. thc c tnh hnh cp nht , em quyt nh la chn ti Hot ng Marketing Internet ti Vit Nam - Thc trng v gii php. Kho lun ny c kt cu theo 3 chng nh sau : Chng 1 : Tng quan v hot ng Marketing Internet trn th gii. Chng 2 : Thc trng hot ng Marketing Internet ti Vit Nam. Chng 3 : nh hng v gii php cho hot ng Marketing Internet ti Vit Nam. c vit Kha lun ny, em chn thnh bit n cc thy c gio Trng tn tnh dy bo v trang b cho em nhng kin thc c bn trong sut nhng nm hc tp, rn luyn v trng thnh di mi trng vi bao k nim p. Em cng xin by t lng bit n su sc n thy gio, PGS.TS Nguyn Trung Vn, thy tn tnh ch bo v gip em trong qu trnh vit kho lun. Em cng xin gi li cm n n Trung tm th vin trng i hc Ngoi thng, Th vin Quc gia to iu kin cho em trong qu trnh thu thp ti liu.

Chng 1 Tng quan v hot ng Marketing Internet trn th gii

1. Khi nim chung v Marketing Internet

1.1.Khi nim Marketing v Marketing Internet

1.1.1. Khi nim Marketing Ngy nay, mi hot ng kinh doanh ca doanh nghip u phi xut pht t nhu cu bin ng ca th trng. Ch bng cch t duy v hnh ng theo nguyn tc , doanh nghip mi hy vng c th tn ti v pht trin c. C mt s t ngi cho rng, c sn xut tht nhiu sn phm vi cht lng
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hon m l chc chn doanh nghip bn c hng v thu c nhiu li nhun. l mt quan im v cng mo him v phm phi nhng sai lm nghim trng. Tht vy, vi cch thc kinh doanh nh vy, doanh nghip s phi i mt vi hai cu hi ln : Th nht, liu th trng c th tiu th ht s sn phm m doanh nghip sn xut ra hay khng ? Th hai, liu ci gi m doanh nghip nh bn c c ngi tiu dng chp nhn khng ? V kt cc l mi lin h gia doanh nghip v th trng cha c gii quyt tho ng. Bi vy, Marketing ra i v ng vai tr nh chic cu ni lin kt cc hot ng sn xut ca doanh nghip vi sc mua ca th trng, m bo cho hot ng sn xut tiu th ca doanh nghip hng theo th trng, bit ly nhu cu v c mun ca khch hng lm cn c vng chc nht cho mi quyt nh kinh doanh ca mnh. Hin nay trn th gii c rt nhiu quan im khc nhau v Marketing v cha c nh ngha no c coi l duy nht ng. Theo nh ngha ca Hip hi Marketing M (AMA) th Marketing l tin hnh cc hot ng kinh doanh c lin quan trc tip n dng vn chuyn hng ho v dch v t ngi sn xut n ngi tiu dng. Vin Marketing ca Anh li nh ngha : Marketing l qu trnh t chc v qun l ton b cc hot ng sn xut kinh doanh, t vic pht hin ra v bin sc mua ca ngi tiu dng thnh nhu cu thc s v mt mt hng c th, n

vic sn xut v a hng ho ti ngi tiu dng cui cng, nhm m bo cho cng ty thu c li nhun d kin. Cn theo Philip Kotler - mt gio s ngi M chuyn nghin cu v Marketing th Marketing - l mt hnh thc hot ng ca con ngi hng vo vic p ng nhu cu thng qua trao i. 29
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Trn y ch l mt s rt t trong tng s hn 2000 nh ngha v Marketing ang tn ti trn th gii hin nay. C th thy rng tuy khc nhau nhng cc nh ngha trn c mt im chung l u xut pht t th trng v nhu cu ca ngi tiu dng. Marketing mt mt nghin cu thn trng, ton din nhu cu, th hiu ca khch hng, nh hng sn xut nhm p ng nhng nhu cu . Mt khc, n li tc ng tch cc n th trng, n nhu cu hin ti v tim nng ca ngi tiu dng. 1.1.2. Khi nim Marketing Internet Ngy nay, s bng n ca k thut my tnh, in thoi, ti vi... cng nh vic ng dng cc k thut ny trong hot ng kinh t c nh hng to ln n c cch thc v ni dung ca cng vic kinh doanh. S pht trin vt bc ca k thut cng ngh thng tin, m nh cao l s ra i ca mng Internet m ra mt khng gian kinh doanh mi cho cc doanh nghip, hay ngi ta vn thng gi l thng mi in t. Cng vi s ra i ca thng mi in t ni chung v thng mi Internet ni ring, thut ng Marketing Internet cng xut hin v c qung b nhanh chng. Vy Marketing Internet l g? C th thy rng, ngy nay mng my tnh thm nhp vo tn cc ng ngch trong cuc sng ca chng ta, bin
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nhng ci trc y tng chng nh khng th thnh c th. Vi s tr gip ca mng Internet, cc nh Marketing c th bit hu ht mi thng tin v ngi tiu dng, t loi xe h ang i, loi sch h thch c n hng v ca loi kem h a thch, tt c ch bng vi ng tc nhn chut. V mt doanh nghip nh ngay H Ni nh b ny c th qung b sn phm ca mnh n vi cng ng ngi tiu dng rng ln trn ton th gii vi chi ph r hn rt nhiu so vi vic qung co ch trong vng vi pht ngn ngi trn ti vi. Mng Internet ang tht s to nn mt nn kinh t ton cu rng ln v gp phn lm cho cc nn kinh t xch li gn nhau hn. Internet ngy nay ang ngy cng chim c s quan tm ca cc nh Marketing trn th gii v n cng ngy cng chng t l mt cch thc hot ng Marketing c hiu qu. V Marketing Internet, ngi ta thng t lun bn v khi nim m i thng vo nhng ni dung thit thc ca n nh : nt c trng, nhng hot ng ch yu, trin vng v gii php pht trin...Tuy nhin, theo mt s tc gi nh Ghosh Shikhar v Toby Bloomburg (Hip hi Marketing Hoa K AMA), c th i n nh ngha nh sau: Marketing Internet l lnh vc tin hnh hot ng kinh doanh gn lin vi dng vn chuyn sn phm t ngi sn xut n ngi tiu dng, da trn c s ng dng cng ngh thng tin Internet. 30
[ ]

Nh vy, c th ni Marketing Internet l hot ng Marketing gn lin vi h tng cng ngh thng tin Internet m trc , cc hot ng Marketing tin Internet (PreInternet Marketing) khng c.

1.2.C s ra i v cc iu kin tin quyt cho s pht trin ca Marketing Internet.

1.2.1.C s ra i ca Marketing Internet. C s ra i ca Marketing Internet trn th gii chnh l kt qu trc tip ca bc ngot pht trin trong cng ngh thng tin Internet. Tuy nhin, chng ta cng khng th khng nhc n mi quan h gia cng ngh in t vin thng v thng mi in t v chng c lin quan mt thit vi nhau trong sut qu trnh pht trin, t khoa hc cng ngh n vic ng dng n vo lnh vc kinh t - thng mi. Ngy nay, bn thn thut ng thng mi in t cng bao hm ni dung rt rng vi khong 1600 lnh vc khc nhau nh : mua bn hng ho, dch v, chuyn tin in t, mua bn c phiu in t, hp tc thit k, u t, bo him... Tt c cc hot ng giao dch u c thc hin thng qua cc phng tin cng ngh in t (phng thc thng mi khng giy t) nh : in thoi, telex, fax, pht thanh, truyn hnh, thanh ton in t... Trong thng mi in t, bc ngot pht trin t mng ni b (Intranet) n mng ngoi b (Extranet) ri mng ton cu (Internet) l nhng t ph quyt nh cho vic ra i thng mi in t Internet v Marketing Internet. Trong thng mi in t ni chung, thng mi Internet l lnh vc tp trung nht v in hnh nht. Thng mi Internet gm nhng hot ng nh sn xut, qung co, dch v, phn phi sn phm, bn hng, thanh ton qua mng... l cc giao dch thng qua truyn d liu hay siu vn bn qua mng Internet. Thc tin ng dng mnh m thng mi

Internet - nh cao ca thng mi in t chnh l tin vt cht cho s ra i ca Marketing Internet. 30 Marketing Internet. H tng c s cng ngh thng tin Marketing Internet l mt phn khng th thiu trong thng mi Internet ni ring v trong thng mi in t ni chung. L kt qu ca s pht trin k thut s ho v cng ngh thng tin, Marketing Internet ch tht s c pht trin khi c mt h tng cng ngh thng tin vng chc bao gm hai nhnh l tnh ton in t v truyn thng in t. m bo yu cu c bn , h tng c s cng ngh thng tin cn phi ph hp vi cc tiu chun quc t m bo rng mi mt quc gia khi tham gia kt ni mng Internet ton cu s tr thnh mt mt xch vng chc v ng tin cy. Hn th na, pht trin hot ng Marketing Internet, cc thnh vin tham gia nh cc doanh nghip, cc t chc v k c nhng ngi tiu dng c th phi c trang b mt h thng my tnh v c kt ni ph hp. Nhn thc Trn thc t, s pht trin ca Marketing Internet gn lin vi vic ng dng nhng tin b k thut cao vo hot ng kinh t, c th l s dng mng Internet tin hnh hot ng Marketing. Do vy, c th trin khai c hiu qu hot ng Marketing Internet, yu cu mi thnh vin tham gia phi c thc y , nhanh chng hnh thnh thi quen s dng n. V iu ny li gn lin vi vai tr quan trng ca h thng gio dc o to, tuyn truyn ph cp
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1.2.2.Cc iu kin tin quyt cho s pht trin ca

vic s dng Internet. Trc ht, mi ngi tiu dng phi c c thi quen s dng v mua sm qua Internet. Th hai, tm v m, mi quc gia cn c thc xy dng i ng nhng ngi lm tin hc kh nng vn hnh, ng thi nm bt v trin khai c cc cng ngh mi phc v chung cho c cng ng. Thc t cn i hi phi c mt th ngn ng chung cho x hi mng. C hai cch tip cn vn ny. Cch th nht l cn c mt c ch chuyn i mi ngn ng trn th gii ra mt ngn ng chung. Cch th hai l s dng mt ngn ng chung cho tt c cc hot ng v dch v Internet. Cch tip cn th nht cha c cp nhiu v tht s rt kh khn xy dng mt c ch nh vy. Cch tip cn th hai c kh nng thc thi hn bi n c tha hng c s vn c t thng mi truyn thng vi ngn ng chung l ting Anh. Trong khi , s ngi s dng ting Anh trn th gii cng ngy cng tng ln. Bi vy, vn t ra i vi mi quc gia l cn trin khai mt h thng gio dc o to nng cao trnh ngoi ng ca khng ch i ng nhng ngi lm tin hc m ca c cng ng ngi tiu dng my tnh. H tng c s php l Internet ngy nay c ngi ta v vi con ng t la ca mt nghn nm trc
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. Con ng t la tn ti v vn

hnh c an ton chnh l nh chnh quyn mi nc m con ng vn dm ny i qua u n lc to lp v bo v cho lung vn chuyn xuyn lc a ny. Ni cch khc, cch y hn mt nghn nm, ngi ta tng thnh cng rc r trong vic t c mt tho thun mang tnh a bin, tnh quc t trong thng mi t la. l mt hnh nh sng
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ng v kha cnh php l ca vn thng mi in t ni chung v ca hot ng Marketing Internet ni ring trong thi i ngy nay. Nhm to dng mt mi trng n nh m bo cho Marketing Internet hot ng c hiu qu, mi quc gia cn xy dng cho ring mnh mt chin lc pht trin thng mi in t c th. Trong , ring v kha cnh php l, mi quc gia cn phi t c nhng mc tiu sau : Th nht, tha nhn tnh php l ca ch k in t (electronic signature) v c cc thit ch php l thch hp cho vic xc thc, chng nhn ch k in t, ch k s. Th hai, bo v php l cc hot ng thanh ton in t (bao gm c vic php ch ho cc c quan pht hnh th thanh ton). Th ba, quy nh php l i vi cc d liu c xut x t Nh nc (cc c quan Chnh ph v Trung ng), chnh quyn a phng, doanh nghip Nh nc... Trong , vn cn gii quyt l cng khai ho cc s liu ca Nh nc ; khi cng khai ho th vic ph bin cc s liu c c xem l mt ngun thu cho ngn sch hay khng.... Th t, cn c cc quy nh r rng v bo v php l i vi quyn s hu tr tu lin quan n mi hnh thc giao dch in t. Th nm, bo v kp thi nhng b mt ring t ca khch hng nhm ngn chn tnh trng a ln mng mt cch phi php cc b mt . Th su, bo v tt h thng mng thng tin, chng bn tin tc xm nhp tri php cc trang Web, sao chp trm cc phn mm, truyn virus ph hoi...
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Tt c nhng vic trn y ch c th thc hin c trn c s mi quc gia phi thit lp mt h thng m ngun cho tt c cc thng tin s. Nh nc cn phi hoch nh mt chin lc chung v hnh thnh v pht trin nn kinh t s, xy dng cc chnh sch, cc o lut, cc quy nh c th nhm thit lp mt chnh th ca h thng lut quc gia. H thng thanh ton in t Thng mi in t ni chung v hot ng Marketing Internet ni ring ch tht s pht huy ti u khi c c mt h thng thanh ton in t mnh. Nu cha c h thng thanh ton in t th cc hot ng thng mi vn ch c thc hin qua thanh ton trc tip. Nh vy, cc ca hng o thit lp trn mng cng ch l ni cung cp thng tin, qung co v sn phm... ch cha tht s din ra hot ng trao i mua bn. Do , Marketing Internet vn cha thc s c pht trin v cha tho mn c nhu cu ca ngi tiu dng. H thng thanh ton in t i hi ch bo mt rt cao. N i hi tho mn cc yu cu v s tin cn (confidentiality), s trung thc (integrity) v s xc nhn (authentication).
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Trn thc t, khi ngi tiu dng cung cp

nhng thng tin c nhn v ti khon ca mnh cho ngi bn hng trn mng, anh ta rt tin cy ngi bn. ng thi, do ngi bn v ngi mua khng gp mt nhau nn giao dch gia h cng i hi tnh trung thc ca c hai bn... Ngoi ra, h tr cho h thng thanh ton in t, mi quc gia cn cn phi thit lp h thng m ho thng mi thng nht v ph hp vi tiu chun quc t. Cc m vch cho php m ho cc sn phm v dch v bng mt dy gm 13 con s. Mi cng ty c mt a ch ca mnh l mt m c t
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100 n 100.000 con s. Nh , my tnh c th d dng c c tn thng phm v vic giao dch, lun chuyn hng ho s tr nn n gin hn rt nhiu. Bo mt v an ton thng tin Giao dch thng mi trn mng Internet t ra cc i hi rt cao v bo mt v an ton thng tin. Ch c nh vy, ngi s dng Internet mi tht s an tm dng Internet nh mt cng c tin cy cho hot ng thng mi ca mnh. C 3 nguyn tc v bo mt thng tin c nhn l : thng tin bo mt, thng tin nguyn trng v thng tin cht lng. Nhng ngi s dng mng Internet trc ht u mong mun cc thng tin giao dch ca h phi c m bo b mt v an ton tuyt i. Th hai, cc thng tin c nhn khng b thay i hay hy b mt cch tu tin. V th ba, thng tin cn phi m bo tnh chnh xc, y v kp thi.
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1.3. Cc c trng ca Marketing Internet.

1.3.1.Cc ca hng o (Virtual Stores) ngy cng hon ho. Ngy nay khi x hi ngy cng pht trin, i sng kinh t ngy cng c nng cao v nhu cu ca con ngi cng ngy cng a dng. Trong thi i thng tin, thi gian i vi con ngi l vng, l bc, ngi ta tn dng tng pht tng giy bt kp vi nhp sng hi h ca x hi. Chnh v vy, cc siu th ra i gp phn quan trng p ng nhu cu ti a ho kh nng la chn ca khch hng khi mua sm. Cng vi s pht trin ca khoa hc cng ngh, quy trnh mua bn ca ngi tiu dng t ti mt bc pht trin mi. Ch cn
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ngi nh, trc my vi tnh kt ni Internet, khng phi tn cng i li, khch hng vn c th thc hin vic mua sm nh ti cc ca hng tht. Tht vy, cc siu th my tnh o, cc phng tranh o, cc ca hng trc tuyn, cc nh sch o... ang ngy cng tr nn sng ng v y th v. Chng ta c th k ra rt nhiu a ch (trang Web bn hng trn mng) ca cc ca hng o hot ng kinh doanh thnh cng trn mng trong rt nhiu cc lnh vc khc nhau. www.amazon.com - mt a ch bn sch c thit lp ti Seattle, Washington; www.artwallpapers.com - mt bo tng ngh thut sng ng ... ch l mt vi trong s cc ca hng o ang n r trong th gii mng ngy nay. Marketing Internet ang tht s m ra mt th gii o y hp dn i vi c doanh nghip v ngi tiu dng. 1.3.2.Th Internet. Marketing Internet c kh nng thm nhp n khp mi ni trn ton th gii. Vi s tr gip ca mng Internet, mt doanh nghip Vit Nam hon ton c kh nng qung b sn phm ca mnh n vi ngi tiu dng M, cch xa nhau ti na vng tri t. y, Marketing Internet hon ton vt qua mi tr ngi v khong cch a l (Death of Distance). Th trng trong Marketing Internet khng c gii hn, cho php doanh nghip khai thc c trit th trng ton cu. c trng ny ca Marketing Internet bn cnh nhng li ch thy r cn n cha nhng thch thc i vi cc doanh nghip. Khi khong cch v a l gia cc khu vc th trng tr nn ngy cng m nht th vic nh gi cc yu t ca mi trng cnh tranh cng tr nn kh khn v phc
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trng

khng

gii

hn

ca

Marketing

tp hn nhiu. Mi trng cnh tranh vn gay gt trong phm vi mt quc gia, nay cng tr nn khc lit hn khi n m rng ra phm vi quc t. hoch Marketing ca mnh. 1.3.3.Thi gian hot ng khng b khng ch Tin hnh hot ng Marketing trn Internet c th loi b nhng tr ngi nht nh v sc ngi. Chng trnh Marketing thng thng, cha c ng dng Internet, d c hiu qu n u, cng khng th pht huy tc dng 24/24 gi mi ngy. Nhng iu li hon ton c th i vi hot ng Marketing Internet. Marketing Internet c kh nng hot ng lin tc ti mi thi im, khai thc trit thi gian 24 gi trong mt ngy, 7 ngy trong mt tun, hon ton khng c khi nim thi gian cht (Death of Time). V d nh h thng my tnh trn Internet c th cung cp dch v h tr khch hng mi lc v mi ni. Cc n t hng sn phm hay dch v c th c tho mn vo bt c lc no, bt c ni u. Do , Marketing Internet c mt u im hn hn so vi Marketing thng thng l n khc phc c tr ngi ca yu t thi gian v tn dng tt hn na cc c hi kinh doanh. 1.3.4.Tr ngi ca khu giao dch trung gian c loi b. Trong Marketing thng thng, n c vi ngi tiu dng cui cng, hng ho thng phi tri qua nhiu khu trung gian nh cc nh bn bun, bn l, i l, mi gii... Tr ngi ca hnh thc phn phi ny l doanh nghip khng c c mi quan h trc tip vi ngi tiu dng nn thng tin phn hi th15
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Chnh iu ny i hi cc

doanh nghip phi lun sng sut trong qu trnh lp k

ng km chnh xc v khng y . Bi vy, phn ng ca doanh nghip trc nhng bin ng ca th trng thng km kp thi. Ngoi ra, doanh nghip cn phi chia s li nhun thu c cho cc bn trung gian.... Nhng vi Marketing Internet, nhng cn tr bi khu giao dch trung gian (Death of Intermediaries) hon ton c loi b. Nh doanh nghip v khch hng c th giao dch trc tip mt cch d dng v nhanh chng thng qua cc website, gi e-mail trc tip, cc din n tho lun... 1.3.5.Knh Marketing trc tuyn Bng vic ng dng Internet trong hot ng kinh doanh, doanh nghip to ra c mt knh Marketing hon ton mi m, l knh Marketing trc tuyn. Cng thng qua , doanh nghip c th nm bt c s liu thng k trc tuyn, nh gi ngay c hiu qu chin lc Marketing ca doanh nghip mnh - iu khng th no lm c trong Marketing thng thng. V d nh, trang web ca doanh nghip c lp t h thng m s ln truy cp. Thng qua , doanh nghip c th thng k c mt cch chnh xc s ngi quan tm n trang web ca mnh bt k thi im no. 1.3.6.Hng ho v dch v s ho Khc vi Marketing thng thng, khch th trong Marketing Internet c th l hng ho v dch v s ho. Chng thng c phn phi di cc hnh thc nh: cc ti liu (vn bn, sch bo...), cc d liu ( s liu thng k...),cc thng tin tham kho hay cc phn mm my tnh.... Cc phn mm, bo v a CD m nhc ri s khng cn thit phi ng gi v phn phi ti cc kho hng, cc kit bn hng hay n nh na, chng c th hon ton c phn
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phi qua mng Internet di dng hng ho s ho (digital goods). V tuy cn hn ch nhng cc ngnh khc nh dch v t vn, gii tr, ngn hng, bo him, gio dc v y t... cng ang s dng Internet lm thay i phng thc kinh doanh ca h. Nhng ngi i ngh gi y c th tm thy thng tin v cc thnh ph m h d nh n thm trn cc trang web, t nhng thng tin hng dn giao thng, thi tit cho n cc s in thoi, a ch.... Nhng khch sn c th m t v v tr cng vi cc bc nh v tin snh, phng khch v cc phng ng ca h. Cc hng kinh doanh bn v my bay c th cung cp cc cng c t ch thng qua cc trang web cho khch hng s dng... 1.3.7.Khc vi Marketing thng thng, Marketing Internet ch cn s dng mt loi phng tin duy nht. Tuy gia Marketing Internet v Marketing thng thng c rt nhiu im tng ng, nhng c mt im khc bit c bn gia chng l cch thu thp v truyn t thng tin. Trong hot ng Marketing thng thng, cn rt nhiu cc phng tin khc nhau nh tp ch, t ri, th t, in thoi, fax... khin cho s phi hp gia cc b phn kh khn hn, tn nhiu thi gian hn. Nhng vi Marketing Internet, mi th u bt u v tn ti di dng s ho. Tt nhin, khu phn phi sn phm, nu sn phm ta t mua l hng ha hu hnh th vic phn phi khng th di dng s ho c. Nhng tt c cc hot ng khc ca Marketing Internet nh nghin cu th trng, cung cp thng tin v sn phm hay dch v, qung co, thu thp kin phn hi t pha ngi tiu dng... u c th thc hin thng qua mng Internet.
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2. Li ch ca Marketing Internet v nhng vn ang t ra hin nay.

2.1. Li ch ca Marketing Internet.

2.1.1. Li ch i vi x hi Marketing Internet ang tr thnh mt xu th ca thi i v c tt c cc nc trn th gii quan tm. V mt x hi, vic s dng rng ri mng Internet trc ht s kch thch s pht trin ca ngnh cng ngh thng tin cng nh nhng ngnh k thut cao khc, to iu kin cho cc nc ng dng n sm tip cn nn kinh t tri thc.
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Li ch ny c mt

ngha to ln i vi tt c cc nc, c bit l cc nc ang pht trin, bi l cng ngh Internet c th gip cc nc ny to c mt bc pht trin nhy vt, tin kp cc nc i trc trong mt thi gian ngn hn. Mt khc, ng dng Internet cn lm thay i mi mt trong i sng kinh t x hi ca t nc. Mng Internet vi nhng kh nng diu k ca n s to iu kin cho mi ngi trn ton th gii c c hi giao lu vn ho, kinh t, khng nhng hc hi c nhng tinh hoa vn ho ca mi dn tc m cn tch lu c kinh nghim pht trin kinh t ca cc nc i trc v ng dng thnh cng pht trin t nc mnh.

2.1.2. Li ch i vi cc ch th tham gia Marketing Internet. i vi cc doanh nghip :

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Th nht, ng dng Internet trong hot ng Marketing s gip cho cc doanh nghip c c cc thng tin v th trng v i tc nhanh nht v r nht, nhm xy dng c chin lc Marketing ti u, khai thc mi c hi ca th trng trong nc, khu vc v quc t. Th hai, Marketing Internet gip cho qu trnh chia s thng tin gia ngi mua v ngi bn din ra d dng hn. i vi doanh nghip, iu cn thit nht l lm cho khch hng hng n sn phm ca mnh. iu ng ngha vi vic qung co v marketing sn phm, ng ngha vi vic cung cp d liu cho qu trnh thu thp thng tin ca khch hng. Trong qu trnh ny, khch hng c c thng tin v cc doanh nghip v cc sn phm, v bn thn doanh nghip cng tm hiu c nhiu hn v th trng, tip cn khch hng tt hn. Th ba, Marketing Internet gip doanh nghip gim c nhiu chi ph m trc ht l cc chi ph vn phng. Vi vic ng dng Internet, cc vn phng khng giy t (paperless office) chim din tch nh hn rt nhiu, chi ph tm kim chuyn giao ti liu gim nhiu ln v khng giy t, khng in n. Nh vy, cc nhn vin c nng lc c gii phng khi nhiu cng on giy t, c th tp trung vo khu nghin cu v pht trin, a n cc li ch to ln lu di cho doanh nghip. Marketing Internet cn gim thiu cc chi ph bn hng v giao dch. Thng qua Internet, mt nhn vin bn hng c th giao dch c vi rt nhiu khch hng. Cc catalog in t (electronic catalog) trn web phong ph hn nhiu v thng xuyn c cp nht, trong khi cc catalog in n c khun kh
19

b gii hn v rt nhanh li thi. Theo thng k, chi ph giao dch qua Internet ch bng khong 5% chi ph qua giao dch chuyn pht nhanh, chi ph thanh ton in t qua Internet ch bng khong 10% n 2% chi ph thanh ton thng thng.
[3]

Ngoi ra, vic giao dch nhanh chng, sm nm bt -

c nhu cu cn gip ct gim c chi ph lu kho, cng nh kp thi thay i phng n sn phm, bm st c vi nhu cu ca th trng. iu ny c bit c ngha to ln i vi cc doanh nghip kinh doanh cc mt hng ti sng nh rau qu, thy hi sn... Marketing Internet cn gip doanh nghip xy dng mt chin lc Marketing ton cu vi chi ph thp v gim thiu c cc ph qung co, t chc hi ch xc tin thng mi, trng by gii thiu sn phm ... nh thng thy trong chin lc Marketing Tin Internet ca cc doanh nghip khi mun bn sn phm ra th trng nc ngoi. Th t, Marketing Internet loi b nhng tr ngi v mt khng gian v thi gian, do gip thit lp v cng c cc quan h i tc.Thng qua mng Internet, cc thnh vin tham gia c th giao dch mt cch trc tip (lin lc trc tuyn) v lin tc vi nhau nh khng c khong cch v mt a l v thi gian na. Nh , s hp tc v qun l u c tin hnh mt cch nhanh chng v lin tc. Cc bn hng mi, cc c hi kinh doanh mi c pht hin nhanh chng trn phm vi ton quc, ton khu vc, ton th gii v c nhiu c hi hn cho doanh nghip la chn. Th nm, cc doanh nghip nh vng xa c th l nhng ngi c hng li nhiu nht t Marketing Internet. Nh gim chi ph giao dch, Internet to cho cc doanh nghip va
20

v nh nhiu c hi cha tng c tin hnh bun bn vi th trng nc ngoi. Chi ph giao dch thp cng gip to ra c hi cho cc cng ng vng su, nng thn ci thin cc c s kinh t. Internet c th gip ngi nng dn, cc doanh nghip nh v cc cng ng gii thiu hnh nh v mnh ra ton th gii. i vi ngui tiu dng Bn cnh cc li ch nh trn v gim chi ph, tit kim c thi gian, Marketing Internet cn gip ngi tiu dng tip cn c nhiu sn phm so snh v la chn. Ngoi vic n gin ho giao dch thng mi gia ngi mua v ngi bn, s cng khai hn v nh gi sn phm v dch v, gim s cn thit phi s dng ngi mi gii trung gian... c th lm cho gi c tr nn cnh tranh hn. Ngoi ra, Marketing Internet cn em n cho ngi tiu dng mt phong cch mua hng mi vi cc ca hng o trn mng, va tit kim c thi gian, va tit kim c chi ph i li, gim c ni lo ch tc giao thng cc th ln, va cung cp kh nng la chn cc mt hng phong ph hn nhiu so vi cch thc mua hng truyn thng.
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2.2.Nhng vn ang t ra hin nay i vi cc quc gia ang pht trin

Bn cnh nhng li ch k trn, vic ng dng Marketing Internet cng ang t ra nhng vn i hi mi quc gia, trc khi ng dng n, cn cn nhc k lng : Th nht, v mt x hi, bn cnh vic tip thu cc t tng vn ho tin b trn th gii, cc th lc xu c th li dng hot ng Marketing Internet tuyn truyn nhng t tng xu, lm bng hoi gi tr o c truyn thng ca cc dn
21

tc. Mt khc, Internet ngy cng ph cp, cng thu ht mi ngui mi tui khc nhau, trong c c tng lp thanh thiu nin. Bi vy, vn t ra y l cn c nhng bin php nhm hn ch mi hnh thc tuyn truyn qung b nhng sn phm khng ph hp vi tng lp ny. Th hai, vic ng dng Marketing Internet cng ang gp phi nhng ro cn v nhn thc. Marketing Internet l mt khi nim mi m, vt khi tm kinh nghim ca nhiu nh qun l trong cc t chc ngy nay, c bit l cc nc ang pht trin. Trc s pht trin nhanh chng ca Marketing Internet, nhiu t chc cn cha kp hiu r h tht s phi lm g. Th ba, hot ng Marketing Internet i hi cc nc phi c mt h tng c s k thut, cng ngh thng tin pht trin t n mt trnh nht nh. iu ny tht s ang dng ln mt ro cn rt ln i vi rt nhiu quc gia ang pht trin trong vic ng dng Marketing Internet. Hu ht cc nc ny, tnh trng ngnh cng ngh thng tin cn yu km, ph thuc nhiu vo vic nhp khu cng ngh ca cc nc tin tin. Th t, hin cha c mt khun kh php l quc t no dnh ring cho hot ng Marketing Internet m ch c nhng o lut tm quc gia. iu ny ang t ra nhng vn cp thit cn gii quyt bi cha c mt quy tc chung no iu chnh nhng tranh chp pht sinh do nhng hot ng giao dch trn mng. Th nm, v Marketing Internet cng nh hng ho v dch v s ho, vn thi s nng hin nay l tnh trng nh cp bn quyn ang din ra trn lan, c bit l
22

cc nc ang pht trin. Nh vy, nhng phn mm my tnh, nhng a ht, nhng cun e-book ... cng d c th b sao chp v gy thit hi ln cho cc nh cung cp. Trn y l nhng nt c bn v nhng li ch v thch thc m Marketing Internet c th em li. D sao vic ng dng Marketing Internet cng ang l mt xu th pht trin tt yu ca thi i. Vic nu ra nhng vn cn tn ti khng phi lm nht ch nhng ngi hot ng Marketing Internet m nhm gip h c c ci nhn ton din nh gi ng n nhng im mnh, im yu ca mnh v xy dng c chin lc Marketing c hiu qu.
3. Nhng hot ng ch yu ca Marketing Internet

Cng vi nhng c trng nu trn, Marketing Internet c rt nhiu im tng ng vi Marketing Tin Internet. Do vy, trong Marketing Internet cng c nhng hot ng ch yu sau:

3.1. Nghin cu mi trng

Mi trng Marketing Internet cng gm cc yu t bn trong v bn ngoi doanh nghip, c nh hng n cc hot ng sn xut, phn phi, n kh nng thit lp mi quan h gia doanh nghip v khch hng. Mi trng Marketing Internet cng bao gm c nhng c hi v c nhng ri ro i vi nh kinh doanh. iu c bn trong Marketing Internet l s dng c hiu qu mng Internet nhanh chng thu thp cc thng tin v mi trng a ra kp thi cc quyt nh kinh doanh thch ng tt nht.

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Trong mi trng Marketing, cc yu t mi trng bn ngoi thng l mi quan tm hng u ca doanh nghip, in hnh nh : 3.1.1. Mi trng cng ngh y l mt yu t mi trng c ngha c bit quan trng i vi hot ng Marketing Internet . Nhim v ct li ca Marketing Internet l phi nghin cu, phn tch y cc tiu chun ng dng k thut v thit b cng ngh in t Internet, ng thi nh gi r s tng ng v tiu chun ca doanh nghip vi tiu chun quc gia v quc t, sao cho h thng Internet ton cu phi n c vi tng ngi tiu dng. H tng c s trn phi m bo c hai yu cu c bn l tnh sn c (Availability) v tnh kinh t (Affordability) nhm t mc chi ph thp, ph hp vi sc mua ca ng o ngi tiu dng. H tng c s trn cn phi m bo cung cp in nng kp thi, vi mc gi thp nht c th. 3.1.2. Mi trng chnh tr - php lut Mi trng chnh tr trong Marketing Internet l mt trong nhng yu t c nh hng ln ti cc quyt nh ca doanh nghip. Mi trng chnh tr bao gm h thng lut v cc vn bn di lut, cc chnh sch ca Nh nc, t chc b my v c ch iu hnh ca Chnh ph v cc t chc chnh tr x hi. Trong s cc yu t ny, lut php c ngha c bit quan trng v lut php iu tit hot ng kinh doanh, gii quyt mi quan h gia cc doanh nghip vi nhau, bo v quyn li ngi tiu dng, bo v li ch ca ton x hi trc nhng hot ng ca doanh nghip v mc tiu li nhun.
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Khi mt doanh nghip tham gia hot ng kinh doanh trn mng, cng tc Marketing Internet phi gii p c cc cu hi : - Liu nh nc c tha nhn v bo v tnh php l ca cc hot ng giao dch kinh doanh trn Internet ? - Tnh php l ca h thng thanh ton in t ? Ch k s ho c c php lut tha nhn hay khng ? - Nu trong trng hp c tranh chp pht sinh th to n no s xt x mt hp ng xuyn quc gia c tho thun trong h thng in t ? - Lm th no bo v c cng vic kinh doanh, nhn hiu, tn min v ti liu c xut bn khng b sao chp trn mng my tnh ?...
[28]

Ni tm li, doanh nghip phi tnh ton cn k tt c nhng thun li v kh khn ca mi trng chnh tr - php lut trc khi thng qua mt chin lc Marketing. 3.1.3. Mi trng kinh t Mi trng kinh t c phn nh qua tc tng trng kinh t chung, mc thu nhp, phn b thu nhp theo cc tng lp x hi, phn b thu nhp mua sm cc loi hng ho v dch v khc nhau... Internet hin vn cn l mt hin tng mi m v xa l vi nhiu ngi cc nc ang pht trin, c bit l nhng ngi dn ngho. Khi nim Internet cn rt xa l trong quan nim ca h. Thng ngi ta ch quan tm n Internet khi c mt mc thu nhp tng i kh. iu l gii ti sao s ngi s dng Internet cc nc cng nghip pht trin lun vt tri hn hn cc nc ang pht trin. Chnh v vy, nghin cu mi trng kinh t cho hot ng kinh doanh trn mng l mt
25

nhim v quan trng ca nhng ngi lm Marketing Internet. Trong mi trng kinh t ny, phi ch trng n cc yu t nh tc tng trng ca nn kinh t ni chung cng nh tc pht trin ca cc lnh vc kinh t c lin quan nh cng ngh thng tin, thng mi in t... Ngoi ra cng cn tnh n cc yu t nh thu nhp ca ngi dn c dnh bao nhiu % cho vic mua sm trn mng?... 3.1.4. Mi trng vn ho Vn ho c nh ngha l mt h thng cc gi tr, quan nim, nim tin, truyn thng v cc chun mc hnh vi o c... c chia s mt cch tp th. Vn ho l mt vn kh nhn ra v hiu thu o mc d n tn ti khp mi ni v tc ng thng xuyn ti cc hot ng kinh doanh v cc quyt nh Marketing ca doanh nghip. Mi trng vn ho i khi cng tr thnh hng ro gai gc i vi cc nh hot ng Marketing. V d nh, hot ng Marketing Internet c th rt pht trin nc M nhng dng nh s chp nhn n din ra chm chp hn rt nhiu phm vi quc t. nc Php, mng Internet gp phi mt ro cn rt ln, rt nhiu ngi Php nhn nhn Internet nh mt him ha i vi nn vn ha ca h. Ngi Anh cng dnh nhiu thi gian cho cc vic khc hn l ngi trc mn hnh my tnh. C rt nhiu l do l gii cho hin tng ny, trong c mt nguyn nhn quan trng l do s khc bit v vn ha. Ngi Anh dnh nhiu thi gian hn ra ngoi xem phim, i n ung hay i mua sm. Cn ngi Php coi tt c nhng thng ip bng ting Anh ang thng tr trn mng nh l mt mi nguy cho bt c th g thuc nn vn ha Php. V ngi Chu , tr

26

Nht Bn, dng nh t b cun ht hn bi khoa hc k thut so vi ngi dn Chu M, Chu u.

[32]

Vi mng Internet, tri t ngy cng tr nn mt ngi nh chung nh b. S a dng ho, giao thoa ca cc nn vn ho, sc tc v tn gio khin cho hot ng Marketing Internet cn phi thch ng, phi vt qua c nhng hng ro v ngn ng, tp qun, l gio cng nh cc gi tr thm m vn ho khc nhau ang cng tn ti.

3.2. Nghin cu th trng

Hot ng nghin cu th trng c ngha ln i vi hot ng kinh doanh. ng Evan Neufel, gim c ph trch nhng chin dch qung co trn mng ca hng Jupiter Communication, ni cng nh vic i bin cn phi c
[6]

bn , vic nghin cu th trng l khng th thiu xy dng tm bn cho bt k mt chin lc Marketing no.

Trong Marketing Internet, khi nim khng gian th trng (Marketplace) c m rng ton din. Th trng y vn c hiu l tp hp nhng ngi mua hin ti v tim nng. Khi cc doanh nghip tip cn th trng trn mng Internet, h hiu r th trng mi m v rng ln y hp dn vi nhng c hi nhng cng khng t ri ro. Trong cc ni dung nghin cu tng hp v th trng, nghin cu khch hng l ni dung u tin v cng l ni dung quan trng nht. Nghin cu khch hng l hiu bit nhu cu, s thch cng nh cc thi quen, tp tnh mua hng ca h. Trong nhng nm gn y, rt nhiu cuc kho st c tin hnh xc nh quy m cng nh c tnh v nhn khu hc ca nhng ngi s dng Internet. Trong s phi k n cc cuc iu tra c tin hnh bi cc hng nh
27

Nielsen Media Research, OReilly& Associates, Georgia Tech hay eTForecasts (www.etforecasts.com).... y l mt th trng y tim nng, l tp hp ca nhng ngi c tri thc cao. V d, mt ngi s dng in hnh c tui trung bnh l 30, thng c t nht mt bng i hc. Mc d s ngi s dng Internet ban u ch yu l nam gii, nhng t l ph n dng Internet cng ang tng ln nhanh chng.
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Mt ni dung quan trng khc cn ch khi nghin cu khch hng l nghin cu hnh vi mua ca h vi 2 loi r rt. Th nht l hnh vi mua c d tnh trc, tc l ngi mua lp li hnh vi mua trc kia ca mnh vi mt nh cung cp c th. Th hai l hnh vi mua khng d tnh trc, bao gm vic quyt nh mua bt ng v quyt nh mua khi tm kim mt nh cung cp mi. Hai loi hnh vi ny u chim tng ng 50%. Nhn thc c iu ny, nhiu doanh nghip kinh doanh trn mng cung cp nhng dch v h tr c hai loi hnh vi trn. V d, cc cng c tm kim c th a ngi mua tm n vi cc nh cung cp mi, trong khi s dng e-mail l mt cch thc c hiu qu tin hnh giao dch vi khch hng quen... Thng tin th trng c coi l yu t u vo quan trng s mt trong kinh doanh, m bo cho chin lc Marketing Internet thnh cng. Cc cng c c s dng ch yu cho nghin cu th trng l cc Website, th in t (E-mail), cc nhm tin (Newsgroup) v danh mc th tn (Mailing list)... Cn nh rng, trong Marketing Internet, khng d dng tnh ton c chnh xc quy m ca th trng o ny. Bi v, nu ch da trn cc khch hng hin ti th s gp phi ba tr ngi. Th nht, tr ngi do tnh cht phi tp trung vo
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mt thi im hin ti ca cc i tng v hnh vi mua sm trn mng. Th hai, tr ngi do khng c nhng d liu thng k chnh xc v nhng khch hng tuy vn mua hng theo cc knh phn phi truyn thng nhng li tham kho thng tin trn mng. Th ba, s lng khch hng hin ti v tim nng c th tng t l thun vi s ngi c phng tin kt ni Internet, nhng hin nay vn kh xc nh c mi quan h nh tnh v nh lng gia 2 i lng ny.
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3.3. Thng tin giao tip vi khch hng.

Vi cng ngh Internet, doanh nghip c th p ng yu cu ca cng ng ngi tiu dng rng ln ; ng thi vn c th c nhn ho tng khch hng theo hnh thc Marketing mt ti mt (Marketing One to One). thu ht ng o khch hng hng ti cc sn phm, cc phng chat, cc cuc tho lun nhiu bn, cc nhm tin (Newsgroups)... thng c doanh nghip p dng khuyn khch s quan tm v doanh nghip v sn phm. ng nhin, cc trang Web cng c pht huy hiu qu tip xc vi cng ng khch hng. Ngoi ra, Marketing Internet cn gip cho cc doanh nghip xy dng c cc c s d liu thng tin rt phong ph, lm nn tng cho loi hnh giao dch mt ti mt m cc hng hng khng hin nay ang p dng rt ph bin.
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3.4. Qung co trn Internet.

Trong Marketing Internet, qung co trn mng nhm cung cp tc thi thng tin, y nhanh tin giao dch trong qung co trn gia ngi mua v ngi bn. Nhng

Internet, khch hng c th nhn vo qung co ly thng tin hay thm ch h c th mua ngay sn phm t cc qung
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co trn Internet. Qung co trn Internet to c hi cho cc doanh nghip nhm chnh xc vo i tng khch hng ca mnh, gip h tin hnh qung co theo ng vi s thch v th hiu ca ngi tiu dng. C rt nhiu hnh thc qung co trn Internet m ph bin nht l thng qua th in t v cc trang web. Qung co qua email iu u tin ngi ta thng lm sau khi kt ni mng Internet l kim tra th in t. Trn thc t, th in t l mt phng tin qung co c hiu qu nhng li cha c nhiu nh qung co tm. C rt nhiu hnh thc th in t qung co nh: th in t thng bo, danh sch tho lun qua th in t hay th in t trc tip theo yu cu... Qung co trn Web a phn cc qung co trn mng u din ra trn Web. Web l mt mi trng rt c hiu qu , cung cp nhiu c hi thu ht s ch , quan tm ca khch hng n vi doanh nghip v sn phm. Ring qung co trn Web li c th phn thnh rt nhiu hnh thc khc nhau nh : - Qung co banner ( banner ads) : l mt hnh thc qung co ph bin v c nhiu ngi la chn bi v thi gian ti nhanh, d thit k, thay i, d chn vo website nht. - Qung co In-line (In-line ads) : c nh dng trong mt ct pha di bn tri hoc bn phi ca mt trang web. Cng nh qung co banner, qung co in-line c th c hin th di dng mt ct ho v cha mt ng link, hay c th

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ch l mt on text vi nhng ng siu lin kt ni bt vi nhng phng mu hay ng vin. - Qung co pop-up (pop-up ads) : Phin bn qung co di dng ny s bt ra trn mt mn hnh ring khi ngi s dng nhn chut vo mt ng link hay mt nt bt k no trn website. Sau khi nhn chut, s c mt ca s nh m ra vi nhng ni dung c qung co. - Qung co logo : l vic t cc logo tnh hoc ng ca doanh nghip trn trang web ring, trn trang ch ca cc nh cung cp dch v Internet (ISP) hoc trn cc trang web c nhiu ngi truy cp... - Ti tr cho mt website hay mt bn tin in t : qung co ti tr (sponsorship) cho php cc doanh nghip thc hin mt chin dch qung co thnh cng m khng cn li cun nhiu ngi vo website ca mnh. Khch hng thng tin tng vo cc nhn hiu hng ho ni ting, bi vy bng cch chuyn thng ip ca mnh qua cc nhn hiu , cc doanh nghip c th tng cng s hiu bit cng nh s quan tm ca khch hng.
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3.5. Cc ca hng o
Vi s pht trin ca mng li Internet, t khong 15 nm tr li y, vic mua bn qua mng trn th gii pht trin vi tc chng mt. Bc sang th k 21, gn nh 70% nhu cu dch v v tiu dng ca cc nc pht trin c p ng qua mng Internet. c bit, vi s ph bin ca th tn dng, vic thanh ton tr nn d dng hn v mc tin cy cng cao hn. Ring M, s lng cc ca hng o chuyn cung cp hng qua mng ln ti con s hng triu, khng th k ht c.
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Mi mt hng u c gii thiu chi tit v ni, ngy sn xut, kch thc, nhng chc nng c th, t vn cch dng.... km theo nhng hnh nh minh ho a chiu. Cc mt hng thng c mua nht l qun o, giy dp, gia dng, xe t, my vi tnh, my quay phim, chp nh... C th tr trn gi hoc tr gp, tt c thanh ton qua h thng th tn dng. Sau khi nhn hng, nu khng hi lng, khch hng c th hon tr v nhn li ton b tin, k c cc bu in... Cc ca hng o c nhng u im hn hn so vi cc ca hng tht nh: cc ca hng o tit kim chi ph hn rt nhiu do khng phi xy dng mt bng ca hng, khng phi u t mua sm trang thit b ni tht trong ca hng, chi ph tr lng nhn vin bn hng gim hn do hn ch ti a nhn vin bn hng....Mt khc, s lng mt hng cng khng b hn ch trong 4 bc tng ca khng gian vt cht, hng ho khng nhng c bo m v cht lng m cn phi c tiu chun ho. V u im ni bt nht ca cc ca hng o chnh l khch hng c th ngi ngay ti nh hay trn t ... cng c th mua c hng, gim ng k thi gian phi b ra mua sm.
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Cng vic kinh doanh trn mng vi vic trng by sn phm qua cc ca hng o tht s ang m ra mt mi trng kinh doanh y hp dn i vi rt nhiu thng gia trn th gii.

3.6. Hoch nh chin lc Marketing Mix trong thng mi Internet.

Marketing Internet c s k tha v pht huy t Marketing Tin Internet hay Marketing thng thng. Chin lc Marketing Mix trong thng mi thng thng vn pht huy tc dng ca n
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trong thng mi Internet. Tuy vy, Marketing Mix vi 4 thnh phn c bn l sn phm (product), gi c (price), phn phi (place) v ym tr (promotion) vn c nhng c im ring, ph hp vi mi trng kinh doanh mi m ny. Chin lc sn phm: Nu nh trong Marketing thng thng, chin lc sn phm thng bao gm : nhn hiu, cht lng, c tnh k thut, mu m, bao b, kiu dng, kch c, bo hnh, dch v sau bn hng... th trong thng mi Internet, ngi ta thng nhn mnh n cc yu t nh sn phm mi, s c bit ho cho ph hp vi tng khch hng v dch v h tr k thut trc tuyn. Sn phm mi y c hiu l nhng sn phm m trc y khch hng khng th tip cn c trong bun bn thng thng v nhiu l do. Sn phm mi cng c th l nhng sn phm c th ca mng nh nhng tp tin c m ha, cc phn mm chuyn dng c cp nht lin tc... Chin lc gi: i vi Marketing Internet, gi c lun l yu t rt nng ng, ty thuc tng khch hng, tng loi sn phm v iu kin giao dch c th. y, cc yu t chi phi gi thng bao gm: phng tin thanh ton in t (th tn dng, th thanh ton), cht lng, chng loi sn phm, nhng u i v gi cho tng loi khch hng. Chin lc phn phi: Mt im quan trng khi xem xt chin lc phn phi trong kinh doanh qua mng l vai tr ca cc trung gian trong h thng phn phi. Vic bn hng trn mng, bn thn n, va c th l phng thc phn phi trc tip (nu doanh nghip bn hng ngay trn website ca mnh) hoc gin tip (nu doanh nghip bn hng qua website ca nhng hng khc) nn chin lc phn phi phi

33

m bo cc tin ch v khng gian, thi gian, thng tin v giao dch, v phi cn nhc n cc yu t nh : - Tnh cht v c im ca sn phm. - Lnh vc v ngh nghip kinh doanh - Thi quen hay tp tnh mua sm ca ngi tiu dng - Tng quan lc lng gia nh sn xut v nh phn phi.... Chin lc ym tr (xc tin v h tr kinh doanh) : i vi Marketing Internet, chin lc ym tr thng gn lin vi chin lc truyn thng Internet. Cc doanh nghip c th s dng 2 phng n truyn thng tin nh sau: - Mt l, ch ng truyn thng tin (Information Push) : l vic a thng tin t nhiu knh khc nhau n tn ngi tiu dng, c thc hin di 2 hnh thc : a thng tin theo yu cu (Information Push on Demand) v ch ng a thng tin c bit ho (Customized Information Push). - Hai l, lu tr thng tin cn thit (Information Pull). l vic a thng tin ln trang ch ca doanh nghip khch hng truy cp, cng c tin hnh theo 2 hnh thc : lu tr thng tin c bit ho (Customized Information Pull) v lu tr thng tin khch l khch hng (Stimulated Information Pull). Trn y l nhng yu t c bn trong chin lc Marketing Mix ca doanh nghip trn Internet. Vic la chn v xy dng chin lc ny nh th no l tu thuc vo cc yu t mi trng Marketing, vo c im sn phm v kh nng ca doanh nghip.
4. Tnh hnh pht trin hot ng Marketing Internet trn th gii.
34

4.1. Ti M.
M l nc i u trn th gii trong vic pht trin v ng dng cng ngh thng tin vo hot ng kinh t. Bi vy, khng c g ngc nhin khi hot ng Marketing Internet rt pht trin M. M c mt nn tng cng ngh thng tin pht trin rt cao. M chnh thc m ca mng Internet cng chng vo thng 1/1991, y tht s l mt bc ngot thc y cuc cch mng tin hc, thng nghip v iu chnh ngnh ngh M. Vic s dng Internet M cng cao hn so vi rt nhiu nc cng nghip pht trin khc, ch yu l do chi ph truy cp thp. Theo Trung tm Thng tin mng Internet Vit Nam (VNNIC), n thng 8/2002, M c gn 122 triu ngi s dng Internet, chim 43,44% dn s.
[42]

Vi mt th trng rng ln

nh vy, cc cng ty kinh doanh trn mng ca M ang th sc hot ng trn tt c cc lnh vc. Cm t thng mi in t khng cn xa l g vi nhiu ngi dn M bi t lu h hnh thnh thi quen tra cu thng tin v mua sm trn mng. Trong Marketing Internet, M c rt nhiu cng ty hot ng rt thnh cng. V d nh trong lnh vc nghin cu th trng c th k tn hng trm cng ty khc nhau, trong c nhng cng ty c uy tn nh Taylor Snelson, Forrester Research, e-Marketer, Nielsen Media Research, OReilly & Associates, Georgia Tech... i ng hng hu nhng nh lm Marketing ny ang cung cp cho cc cng ty dot.com (mt cch gi cc cng ty hot ng kinh doanh trn mng) ca M nhng thng tin th trng qu gi hoch nh chin lc kinh doanh ca mnh.
35

Khng ch trong lnh vc nghin cu th trng, hot ng Marketing M cn rt pht t vi nhng hot ng bn l hng ho v qung co trn mng. Theo thng k ca B Thng mi M, trong nm 2002, ngi dn M chi ti 45,6 t USD cho vic mua bn hng ho v dch v trn mng.
[41]

Tham gia p ng nhu cu ca th trng rng ln ny l v s cc cng ty khc nhau cung cp cc loi sn phm, dch v. C th k tn mt s ca hng o ang hot ng thnh cng M nh : www.amazon.com chuyn v mt hng sch ; www.cdnow.com chuyn v cc loi CD ca nhc hay www.dell.com hot ng trong lnh vc my tnh... Trong lnh vc qung co trn mng, M cng l quc gia i u v c s lng cc cng ty tham gia cng nh v tng chi ph u t vo hot ng ny. C th ni, cc hnh thc qung co M v cng phong ph v lun lun c i mi, ng dng nhng cng ngh k thut hin i nht. Mt hnh thc qung co ph bin M l cc cng ty thng thu ch trn nhng a ch Internet ni ting c nhiu ngi bit n nh : www.yahoo.com (ca hng Yahoo!) ; www.aol.com (ca hng American Online) hay www.doubleclick.net

4.2.Ti Nht Bn.

Nht Bn l mt trong nhng nc ng u v cng ngh thng tin Chu ni ring v trn ton th gii ni chung. L nc sm nhn thc c tm quan trng ca Internet i vi hot ng kinh doanh, Nht Bn tin hnh kt ni Internet vo thng 9/1993 v hin nay s ngi s dng Internet ln ti trn 81 triu ngi, chim 64,31% dn s (y l t l s ngi s dng Internet trn tng s dn cao vo loi nht nh th gii).
[42]

36

u nm 1995, Chnh ph Nht Bn a ra chnh sch v xy dng c s h tng cng ngh thng tin hin i, lp ra hi ng xc tin thng mi in t. Hi ng ny c nhim v h tr cho cc d n xy dng cc ca hng o, cc chun cho thng tin sn phm, vn bo mt v an ton, cng ngh th thng minh... Cc hot ng Marketing Internet Nht cng kh pht trin, tuy nhin, so vi M vn cn mt khong cch kh ln. Theo d bo ca Cng ty D liu Quc t (IDC), nm 2003, cc giao dch trn mng Internet ca Nht s chim 15,3% tng khi lng giao dch ton cu.
[27]

4.3. Ti cc nc EU.
Nh c c s k thut vng vng v h thng vin thng hin i, cc nc EU t c kh nhiu thnh tu trong vic pht trin hot ng Marketing Internet. Tuy nhin, hot ng Marketing cc nc thuc Lin minh Chu u c mt s c im khc bit so vi M. V d nh, cc website ca cc cng ty Chu u c thit k ch yu phc v cho hot ng trao i bun bn gia cc doanh nghip trong khi M ch yu theo hng doanh nghip - ngi tiu dng. Ngoi ra, do c trng v vn ho v ngn ng, mt s cc trang web Chu u c s dng 2 ngn ng hoc nhiu hn. Hot ng Marketing Internet Chu u c bit c ng dng rng ri trong cc lnh vc nh cng nghip t, ch bin kim loi, in t, ho cht...Ring trong ngnh cng nghip t, cc hng t ca c dng nh tch cc tham gia vo hot ng Marketing Internet nht, trong c c nhng hng c tn tui nh Daimler - Chrysler ; BMW...
[22]

4.4. Ti Trung Quc v cc nc thuc khi ASEAN.

37

C gn 43 triu ngi Trung Quc ang s dng Internet, mt con s cha phi l ln nu em so vi dn s ca quc gia ng dn nht th gii ny. Nhng tc tng trng ca vic s dng Internet Trung Quc thuc loi cao. Tuy Internet cha lm thay i phng thc kinh doanh Trung Quc nhng ngi dn y bt u c nhn thc v thng mi in t. Cch y 4 nm vo nm 1999, Bo Shao v cng s thnh lp Eachnet, mt dng nh Ebay ca M, to ra cuc cch mng v kinh doanh Trung Quc. Eachnet cung cp nhng hng hiu, hng c nh qun o, m phm... m khch hng khng th tm thy c cc ca hng hay siu th tht. Trong vng 4 nm qua, trung bnh 6 thng, doanh s ca Eachnet tng gp i.
[23]

y ch l mt trng hp in hnh

trong s ngy cng nhiu cng ty hot ng kinh doanh thnh cng trn mng Trung Quc. Ngoi ra, Trung Quc, cc ng dng ca hot ng Marketing Internet trong lnh vc qung co, giao dch ... cng ang ngy cng n r thng qua cc tradepoint ni ting nh www.made-in-china.com hay www.alibaba.com ... Cc nc ASEAN bt u c hot ng tp th v thng mi in t t nm 1997, m u bng Hi ngh bn trn ASEAN t chc ti Malaysia vo thng 9/1997 vi ni dung xoay quanh vic xy dng mt k hoch hp tc trong lnh vc ny. n thng 11/2000, lnh o ca 10 quc gia thnh vin k hip nh khung v thng mi in t, khng nh quyt tm ca ton ASEAN v thu hp khong cch pht trin, nht l khong cch v cng ngh thng tin v ng dng Internet vo hot ng kinh doanh gia cc nc thnh vin. c im ni bt ca hot ng Marketing Internet cc nc ASEAN l
38

c s chnh lch r rt gia nc c thu nhp cao nh Singapore, Malaysia vi nhng nc c thu nhp thp nh Lo, Campuchia...

Chng 2 thc trng hot ng Marketing Internet ti vit nam

1. Thc trng v Cc iu kin tin quyt ng dng Marketing Internet ti Vit Nam.

1.1. V nhn thc

Nu nh hin nay thng mi in t ni chung v hot ng Marketing Internet ni ring rt pht trin ti nhiu nc tin tin trn th gii, th ngc li Vit Nam, hu ht cc doanh nghip vn ang quen vi np kinh doanh c vi b bn cc cng vic giy t cng nh hng lot cc rng buc v th tc hnh chnh. Ngi tiu dng Vit Nam vn quen np sinh hot : n ca hng chn hng, mua hng, tr tin mt v mang hng v nh... Theo cc bo co gn y, hin ti : - Ch c 3% doanh nghip va v nh quan tm n thng mi in t ni chung v cn rt m h v khi nim Marketing Internet.
39

- Trong s 56.000 doanh nghip va v nh, c ti 90% khng c cht khi nim g v thng mi in t ni chung v Marketing Internet ni ring. - 48% doanh nghip s dng Internet ch gi v nhn th in t. - 33% doanh nghip va v nh c kt ni Internet nhng khng dng n h tr cho cng vic kinh doanh. - 50% doanh nghip va v nh ch c khong 4 ngi bit gi v nhn th qua Internet. - Ch c rt t doanh nghip ch ng to website cho mnh, cn li a s l do s thuyt phc ca cc nh cung cp dch v Internet (ISP). Ni dung ca cc website ch mi dng li vic qung co v gii thiu sn phm.
[2]

Nh vy, nhn thc ca cc doanh nghip Vit Nam v ng dng cng ngh thng tin trong hot ng Marketing cn qu thp. Do vy, vic nng cao nhn thc khng ch cho cc doanh nghip m cho c i b phn ngi tiu dng Vit Nam c ngha v cng to ln.

1.2. V h tng c s cng ngh thng tin

iu kin khng th thiu ng dng Marketing Internet Vit Nam l cn c mt nn cng ngh thng tin v truyn thng mnh, nng lc tnh ton, x l, truyn thng tin v d liu. iu ny c ngha l Vit Nam phi c mt nn cng nghip phn cng v phn mm hin i, mt nn bu chnh vin thng tin tin da trn nn in lc vng mnh. Hn th, tt c cc yu t trn phi m bo tnh kinh

40

t, hiu qu, tc l mc chi ph phi ph hp nhiu ngi tiu dng c kh nng tip cn c. Tuy nhin, v cng nghip phn cng: hin ti trnh ca Vit Nam mi ch dng khu lp rp. Phn cng thit b tin hc ch yu l nhp khu. T nm 1998, chng ta lp rp c my tnh mang thng hiu Vit Nam u tin v n nay, chng loi my tnh c lp rp Vit Nam rt phong ph nhng t l ni a ho cn rt thp, phn ln linh kin vn phi nhp khu. Mt s doanh nghip c vn u t trc tip nc ngoi FDI xut khu c mt s mch in cho thit b tin hc nhng nguyn liu phi nhp ngoi n 90%. V cng nghip phn mm, c nc c khong trn 300 cng ty sn xut phn mm c ng k trn mng v trn 200 cng ty va sn xut phn mm va kt hp cc hot ng kinh doanh khc. Quy m ca cc cc cng ty phn mm ni chung cn nh, ch khong 10-20 nhn vin, ch c vi cng ty thc s c quy m vi s nhn vin trn 100 ngi nh cng ty FPT... 8
[ ]

V nng lc truyn thng, c bn mng in thoi c s ho nhng Vit Nam vn thuc vo mt trong nhng nc km pht trin nht trong khu vc v trn th gii. n ht nm 2002: - T l thu bao c nh trn 100 dn ca Vit Nam l 4,51 ng th 8 trong khi ASEAN+3 ( trong khi t l trung bnh ca khu vc l 17,7). - T l thu bao di ng trn 100 dn t 2,34 ng th 10 trong khi ASEAN +3 (t l trung bnh ca khu vc l 18,7).

41

- T l ngi s dng Internet trn 100 dn ca Vit Nam l 1,84 ng th 10 trong khi ASEAN+3 (t l bnh qun ca khu vc l 8,12). - T l s my tnh c nhn trn 100 dn ca Vit Nam l 0,98; ng th 10 trong khi ASEAN+3 (t l bnh qun ca khu vc l 13,39).
[19]

S ngi s ST T Dn s Nc (triu ngi) Singapore Brunei Malaysia Thailand Philippines Indonesia Vit Nam Lo Cambodia Myanmar Trung Quc Hn Quc Nht Bn Khu vc 4.16 0.35 24.37 61.89 79.98 212.11 81.25 5.53 13.79 48.98 1284.53 47.6 127.32 3163.95 GDP/ngi (USD/nm) dng Internet (nghn ngi) 2247 35 6500 4800 2000 4000 1500 15 30 2.07 59100 26270 57200 340041.9

T l s ngi s dng (Internet/10.00 0dn) 5396.64 1023.39 2731.09 775.61 255.69 191.23 184.62 27.11 21.76 460.09 5518.91 4492.62 17.07

1 2 3 4 5 6 7 8 9 10 11 12 13

20752 12447 3700 1874 913 695 406 324 254 148 907 9023 32554 1991.86

Internet cc nc ASEAN+3 nm 2002 (Ngun: Tp ch Bu chnh vin thng thng 9/2003) Vit Nam chnh thc tham gia mng Internet ton cu ngy 19/11/1997. Ngy 1/12/1997, cc nh cung cp dch v Internet ca Vit Nam chnh thc cung cp cho khch hng trong ton quc cc dch v c bn ca Internet nh : dch v Web ton cu, dch v th in t (POP v SMTP), dch v truyn tp tin (FTP)... Cho ti nay, Vit Nam c 6 doanh nghip
42

c php cung cp dch v kt ni Internet (IXP), 20 doanh nghip c php cung cp dch v truy cp Internet (ISP : Internet Service Provider) nhng trong s ch c 7 doanh nghip ang hot ng l : - Cng ty in ton v truyn s liu VDC thuc Tng cng ty Bu chnh vin thng Vit Nam VNPT (http:// home.vnn.vn) chim 68,62% th trng. - Cng ty u t v pht trin cng ngh FPT (http:// www.fpt.vn), chim 18,49%. - Cng ty c phn dch v bu chnh vin thng Si Gn SPT (http:// www.saigonnet.vn), chim 4,57%. - Cng ty Netnam - Vin cng ngh thng tin (http:// www.netnam.vn), chim 5,31%. - Cng ty in t vin thng qun i Vietel , chim 1,4%. - Cng ty c phn dch v Internet OCI, chim 1,45%. - Cng ty c phn vin thng H Ni - HANOITELECOM, chim 0,15%. (Ngun: Trung tm thng tin mng Internet Vit Nam VNNIC)
[42]

Cng theo Trung tm Thng tin mng Internet Vit Nam, tnh n thng 9/2003, s lng thu bao quy i l 612.191 vi s ngi s dng l 2.489.562, chim 3,05% dn s. Kh khn hin nay i vi ngi s dng Internet Vit Nam l mng truyn thng cha p ng nhu cu truy cp Internet nhanh ca ngi tiu dng v doanh nghip, gi truy cp cn qu cao so vi thu nhp v so vi cc nc khc, cht lng dch v vin thng, dch v Internet cn cha cao (v d nh c hin t43

ng nghn mch khi tra cu im thi i hc), h thng my ch ca cc nh cung cp cha tht s mnh... Ngoi ra, chng ta cn gp kh khn do cha c mt nn tng cung cp in vng chc. Hin ti, chng ta ch c ngun nng lng t thu in v nhit in, cha xy dng c nh my in nguyn t. V vy, yu cu cung cp mt ngun in n nh cho mng li in t vin thng vn l mt thch thc i vi ngnh nng lng Vit Nam. Theo tnh ton, nhng nm gn y, tiu th in Vit Nam tng khong 15%/nm. Trc y, chng ta d kin s xut khu lng in tha nhng thc t l lng in cung cp vn khng cho tiu dng v hng nm Nh nc vn phi b l hng t ng cho ngnh in. n c nh nm 1998, sn xut in t mc 60 triu Kwh/ ngy nhng vn thiu ht 200 triu Kwh, nm 1999 cng thiu ht ti 400 triu Kwh...
[4]

Nh vy, nu nh i hi h tng cng ngh phi tho mn hai yu t l tnh tin tin, hin i v cng ngh v tnh ph cp v kinh t th Vit Nam vn cha p ng c. Con ng chng ta phn u theo kp vi cc nc khc trn th gii cn rt di v nhiu chng gai, i hi phi c s n lc khng ch t pha Nh nc m cn t pha cc doanh nghip v tng c nhn ngi Vit Nam.

1.3. V h tng c s kinh t - chnh tr - x hi.

1.3.1.H tng kinh t - x hi Vit Nam hin vn b xp vo danh sch cc nc c nn kinh t lc hu, nng sut lao ng thp trong khi chi ph dch v cao. Hot ng thng mi ca chng ta pht trin chm, mc giao dch c trong v ngoi nc cn thp. Danh sch bn hng vn ch quanh qun mt s khch hng
44

truyn thng nh Nht Bn, Hn Quc... Mng li bn hng ca cc cng ty ni chung rt hp, a s cc cng ty thiu thng tin v th trng, hng ho nn thng b l c hi kinh doanh mt cch ng tic. H tng c s nh vy t ra cho chng ta rt nhiu vn cn gii quyt. V d nh, mc sng thp khng cho php ng o dn c tip xc vi cc phng tin ca kinh t s ho, do vy a s cn rt m h v khi nim Marketing Internet. Chi ph cho mt my tnh c nhn, thit b ph tr, thu bao Internet, ph truy cp ... qu ln so vi thu nhp bnh qun ca mt ngi Vit Nam. Thc t l, ch nhng ngi dn thnh th mi c c hi tip cn vi my tnh v trong s cng c t ngi bit n Internet. 1.3.2. H thng chnh sch - php lut ng dng Marketing Internet Vit Nam, cn phi c lut v cc vn bn di lut tha nhn v iu chnh cc hot ng lin quan n n nh thanh ton in t, bo mt thng tin, bo v ngi tiu dng, bo v s hu tr tu... Yu cu ca cc vn bn ny l phi ph hp vi cc c im, tnh cht v c ch hot ng ring ca Marketing Internet. Cc quyt nh ca Th tng Chnh ph s 280 -TTg ngy 29/4/1997 v vic xy dng mng tin hc din rng trong cc vn phng u ban nhn dn v cc B, cc ngnh; quyt nh s 136-TTg ngy 5/3/1997 v vic thnh lp Ban iu phi Quc gia mng Internet... to iu kin bc u cho vic pht trin h tng c s thng tin nc ta. Tuy nhin, theo bn nh gi tnh hnh cng ngh thng tin Vit Nam do World Bank tin hnh thng 9/2001, h thng chnh sch ca Vit Nam vn thin v hng bo v c quyn cho cc doanh nghip Nh nc trong lnh vc cung ng dch v kt
45

ni Internet.

[36]

iu ny khin cho Vit Nam cha c mi tr-

ng t do cnh tranh tht s. Mt khc, cho n nay, ngoi tr trong mt s Lut c mt s iu lin quan n thng mi in t nh iu 49, Lut Thng mi Vit Nam nm 1999 tha nhn tnh hp php ca thng mi in t ; iu 34 B lut Dn s c quy nh v quyn c gi b mt v cc thng tin c nhn v doanh nghip... cn li vn cha c mt vn bn, quy phm php lut c th no iu tit hot ng ca thng mi in t ni chung, hot ng Marketing Internet ni ring. Ngay c vic k kt hp ng vi cc i tc nc ngoi cng cha tnh n c im ca thng mi in t l khng c ranh gii a l v mang phm vi ton cu. Hnh thc ca hp ng kinh t cng cha bao gm hnh thc hp ng in t. Trong php lut t tng ca Vit Nam cng cha thy c quy nh c th v vn bn in t c phi l chng c trc to n hay khng. Cc doanh nghip cho rng h ch mnh dn tham gia vo thng mi in t khi c bo m rng h thng php lut Vit Nam h tr v cng nhn hot ng kinh doanh c thc hin thng qua vic ng dng cng ngh thng tin. Mt yu t c lin quan cht ch n Marketing Internet l vn bo v quyn s hu tr tu Vit Nam. Mc d Vit Nam k kt cc tho thun quc t v c cc quy nh php lut lin quan n vn ny, nhng trong thc t, hu nh cha c s thc thi tht s Vit Nam. Ngi ta c tnh rng c n 99% cc phn mm Vit Nam b cch bt hp php.
[36]

sao chp mt

46

iu ny gy tr ngi rt ln cho vic ng dng Marketing Internet Vit Nam. Nh vy, mc d c mt s iu kin ban u nhng h tng c s php l Vit Nam vn cn phi b sung v hon thin nhiu hn na c th ng dng Marketing Internet.

1.4. V ngun nhn lc

Ngun nhn lc c hiu l tt c cc ch th tham gia vo hot ng Marketing Internet, bao gm cc cng chc Chnh ph, cc nh doanh nghip v ng o ngi tiu dng. pht trin v ng dng Internet trong hot ng kinh doanh, thc t i hi ngun nhn lc phi c s lng v cht lng cc cn b chuyn mn, ng thi ngi tiu dng cng phi bit cc kin thc, k nng lm vic trn mng, bit ngoi ng v hiu bit php lut... Hin nay, theo cc thng k cha y , chng ta mi ch c trn 30.000 chuyn gia cng ngh thng tin c o to. Ngoi ra, c khong 50.000 ngi Vit Nam nc ngoi ang hot ng trong lnh vc cng ngh thng tin. Tuy nhin, i ng chuyn gia tin hc ny vn cha p ng c nhu cu pht trin sn xut phn mm trong nc c v s lng v cht lng. Hn th na, mt iu ng lo ngi l nu nh trc y vi nm, a s hc sinh gii thch hc cng ngh thng tin, th hin nay xu th trn gim i t nhiu (do cht lng o to trong nc qu km nn nhiu k s tin hc ra trng ch chuyn sa my v bn my).
[8]

V pha cc nh lnh o ca cc doanh nghip, nhiu ngi vn cha quen lm vic trn my tnh, mng my tnh v cc phng tin thng tin khc. Hu ht cc doanh nghip
47

khng c cn b chuyn trch v cng ngh thng tin hoc nu c th kin thc v kinh nghim rt t, ch yu l t hc, t my m. Vi a s ngi dn, my tnh v mng Internet vn cn rt xa l. Mt khc, trnh ting Anh hn ch cng l mt ro cn ln i vi phn ng cn b v nhn dn ta.

1.5. V h thng thanh ton in t.

Vit Nam hin nay, Ngn hng Nh nc v 4 Ngn hng thng mi quc doanh c h thng chuyn tin in t ni b vi cc cp t ng v hin i khc nhau. Hu ht cc ngn hng thng mi th nghim h thng ATM v thanh ton th. Tuy nhin, nhng dch v ny ca cc ngn hng mi ch c mt s ngi s dng, ch yu l ngi nc ngoi sng Vit Nam hoc ngi nc ngoi n Vit Nam du lch. i a s ngi dn Vit Nam cha c thi quen s dng th tn dng, thi quen s dng tin mt vn rt ph bin... Trong thanh ton quc t, nhiu ngn hng Vit Nam tham gia h thng SWIFT, mt s ngn hng tham gia i l cho cc t chc th quc t nh VISA, Master Card... Ngoi ra, gn y Thng c ngn hng Nh nc ban hnh quyt nh 212 v quy trnh k thut nghip v thanh ton b tr in t lin ngn hng, y l mt quyt nh rt quan trng. c bit, ngy 26/8/2003, Ngn hng Ngoi thng Vit Nam (Vietcombank) ra mt dch v thng mi in t, khai trng Vietcombank Cyber Bill Payment (V-CBP). Dch v ny cho php khch hng s dng Internet thc hin
48

nhiu giao dch nh : chuyn tin, thanh ton cc in thoi, in, nc, Internet, bo him... Vi V-CBP, h thng thanh ton ca Vietcombank c kt ni trc tuyn vi h thng ca cc nh cung cp hng ho v dch v, to iu kin giao dch trc tuyn mt cch nhanh chng, chnh xc v an ton. Khi s dng dch v thng mi in t ny, ngi tiu dng ch ng chi tr cc chi ph dch v, thanh ton tin hng mi ni, mi lc m khng phi tr ph giao dch v ph ng k s dng. Hin nay, c khong hn 120.000 ti khon c nhn c m ti Vietcombank, trong gn 10.000 ch ti khon tham gia dch v Internet Banking v 87.000 l ch th Connect 24.
[37]

Nh vy, Vit Nam c mt s c s ban u phc v cho vic thanh ton in t thng qua cc ngn hng. Tuy vy, ngoi nhng c gng nu trn, nhn chung, h thng ngn hng Vit Nam vn cha th chuyn i t m hnh hot ng c sang m hnh ngn hng hin i c th phc v tt cho thng mi in t v to iu kin cho hot ng Marketing Internet pht trin. Chng ta cn nhiu n lc nhn thm cc trng hp in hnh nh Vietcombank.

1.6. V bo mt thng tin.

Trong Marketing Internet, thng tin ca mi hnh thc quan h u din ra trn mng, ngoi tm kim sot trc tip ca cc ch th tham gia. Thng tin trong Marketing Internet l ti sn ring ca cc i tng tham gia. Do vy, nu cha c ch bo mt v cng ngh m bo an ninh cho cc thng tin th kh c th lm cho cc i tng tham gia yn tm, cng c ngha l khng th pht trin nhanh hot ng Marketing Internet.
49

 Vit Nam, cng ngh bo mt thng tin cha pht trin. Chng ta sn xut c mt s sn phm mt m phc v bo mt thng tin thoi, fax; nhng cc sn phm mi ch c s dng trong ni b nhng ngnh c yu bo mt thng tin thuc phm vi b mt Nh nc, trong khi Marketing Internet i hi phi c mt ch bo mt thng tin rng khp. iu ny c th dn n vic cc doanh nghip Vit Nam phi mua cng ngh bo mt ca nc ngoi nu mun pht trin thng mi in t ni chung v Marketing Internet ni ring.
2. Thc trng hot ng Marketing Internet ti Vit Nam.

2.1. Hot ng Marketing Internet trong nghin cu mi trng.

Mi trng hot ng Marketing Internet ca cc doanh nghip Vit Nam cha ng rt nhiu cc yu t khc nhau, nhng thng c chia thnh 2 loi chnh: mi trng bn trong v mi trng bn ngoi. 2.1.1. Mi trng bn trong. Mi trng bn trong doanh nghip cha ng nhng yu t ch quan m doanh nghip c th kim sot qun l hot ng sn xut kinh doanh ca mnh, nh : tnh hnh ti chnh, trnh cng ngh, i ng cn b, nhn vin ca doanh nghip... Trc ht, v tnh hnh ti chnh, y lun l bi ton kh gii cho nhiu doanh nghip Vit Nam. Chim mt phn khng nh trong tng s cc doanh nghip nc ta l cc doanh nghip va v nh. Cc doanh nghip ny phn nhiu c quy m vn nh, vn li ch yu nm cc b phn ti sn
50

c nh nh nh xng, my mc, t ai... ; vn lu ng khng c quay vng nhanh. Chnh iu ny l mt trong nhng nguyn nhn lm cn tr qu trnh u t mi cho vic ng dng Marketing Internet trong cc doanh nghip. Th hai, trnh khoa hc cng ngh ca cc doanh nghip Vit Nam cng trong tnh trng rt thp. Theo bo co ca tiu ban k thut thng mi in t - B Thng mi, c ti 60 - 70% cc doanh nghip cha c trang b my tnh.
[2]

Bi

vy, i vi cc doanh nghip ny, kh nng tip cn vi cng ngh mi nh ng dng Marketing Internet l gn nh xa vi. Trong s cc doanh nghip c trang b my tnh, c mt tnh trng ph bin l trong khi h sn sng chp nhn u t kh ln cho phn cng, trang b h thng my tnh hin i th li cha ch trng s dng phn mm qun tr doanh nghip. u t cho phn cng thng chim ti 80% tng chi ph, mt cn i nghim trng do t l ny l ra ch nn t 40 n 65%.
[1]

Cc phn mm c th nh k ton, qun l

khch hng, h tr vic ra quyt nh... c s dng rt t. Theo tro lu, nhiu cng ty ni mng ni b v Internet nhng li khng bit cch s dng cc chng trnh tng th qun tr doanh nghip v chia s d liu nn kt qu l rt lng ph. Th ba, trnh ng dng cng ngh thng tin ca i ng cn b cng nhn vin trong phn ln cc doanh nghip Vit Nam cn rt hn ch. a s cc nhn vin ch quen vi cc ng dng tin hc vn phng nh Word, Excel... Chic my tnh nhiu doanh nghip vn ch c s dng nh mt chic my ch hin i, thm ch nhiu ni l chic my chi game. Theo cc bo co gn y, 50% doanh nghip va v nh ch c khong 4 ngi bit gi nhn th in t 51

mt trong nhng ng dng n gin nht ca mng Internet.

[2]

Tuy tnh trng chung ca cc doanh nghip Vit Nam cn nhiu kh khn, nhng vn c khng t doanh nghip tng bc vt qua nhng tr ngi ban u ny khng nh v th ca mnh trong mi trng kinh doanh mi m, y hp dn. Cng ty sn xut thuc th y v thc n gia sc Nam Dng - thnh ph H Ch Minh l mt trong s nhng cng ty nh vy. Bc u cng ty cng rt kh khn trong vic ng dng cng ngh thng tin. p ng yu cu kinh doanh v qun l doanh nghip, cng ty phi thay n 3 i phn mm ti chnh k ton. Phn mm u tin do cng ty t vit qu yu, kh nng s dng rt thp. Phn mm th hai di dng dc, rc ri khng th s dng c v cc chi ph i km rt t. V cui cng, phi cho ti khi Nam Dng thnh lp mt trung tm phn mm, vit c phn mm qun l bn hng, nhn s, tin lng, k ton ring ph hp, cng ty mi c c mt h thng tin hc n nh, thng sut nh hin nay. Vi mt h thng tin hc mnh v c kt ni mng Internet nh vy, mi hot ng ca cng ty hin nay gn nh c tin hc ho. i ng nhn vin ca cng ty thng xuyn dng cc cng c tm kim trn mng tm kim cc nh cung cp nguyn liu v khch hng. Sau khi vo trang web ca mt s cng ty, so snh gi cho hng tm gi cnh tranh v kim tra tin cy ca cc cng ty , i ng nhn vin ny s trao i qua th in t v fax, yu cu gi catalog gii thiu sn phm...
[26]

Tuy nhng ng dng

Marketing Internet ca cng ty Nam Dng cn mc rt

52

n gin, nhng iu cng phn no chng t c tim nng ca hot ng ny trong cc doanh nghip Vit Nam. 2.1.2. Mi trng bn ngoi. Mi trng bn ngoi ca doanh nghip cha ng hng lot cc yu t khc nhau rt phc tp, khng l thuc v khng b nh doanh nghip chi phi nh: mi trng cng ngh, mi trng chnh tr - php lut, mi trng kinh t, mi trng vn ho... cc phn trc, chng ta cp k n mi trng cng ngh v mi trng chnh tr php lut nn xin php khng c nhc li y na. Chng ta s ln lt xem xt mi trng kinh t v mi trng vn ho - nhng yu t cng khng km phn quan trng i vi hot ng Marketing Internet ca doanh nghip. V mi trng kinh t, tuy kinh t t nc lin tc trn tng trng vi tc tng GDP thuc loi cao 6-7%/nm, nhng thu nhp ca ngi dn Vit Nam mi ch t trn 430 USD/nm v c s chnh lch ln gia nng thn v thnh th, gia ng bng v min ni... hin ti cn qu cao. Cc truy cp Internet ca VNN (cha bao gm VAT) Dch v VNN 1260 (n v tnh : VND/ pht) Thi gian T 7h n 19h trong ngy (tr ngy l,
53
[8]

Vi mt mc thu nhp thp

nh vy, chi ph ca vic s dng cc tin ch ca Internet

T 19h n 24 h trong ngy & t 7h n 19h

T 0h n 7h trong ngy & 19h n 7 gi sng ngy

th by, ch nht)

ngy l, th by, ch nht

hm sau i vi ngy l, th by, ch nht 40

Mc cc

180

100

Dch v VNN 1269 (n v tnh : VND/pht) Thi gian s dng trong thng Mc cc Di 10 gi 150 10 - 20 gi 130 20 - 30 gi 100 30 - 50 gi 70 Trn 50 gi 40

Cc ch tiu tng trng kinh t Vit Nam ch ra rng n nm 2020, GDP bnh qun u ngi s t 1700 - 2500 USD. Ch n khi , ngi tiu dng Vit Nam mi c tin trang b rng ri my tnh in t v tr cc chi ph Internet. Mi trng vn ho bao gm nhng thi quen, tp qun mang tnh cht truyn thng, thi ca con ngi i vi bn thn v ngi khc... Mi trng vn ho cho hot ng Marketing Internet Vit Nam c nhng nt c trng rt khc bit so vi cc nc pht trin phng Ty. n c nh ngi Vit Nam t lu c thi quen mua hng phi nhn tn mt, s tn tay, phi c mc c mt cht... c bit l i vi nhng mt hng c gi tr ln nh my tnh, t... Ngoi ra, thi quen s dng th tn dng vn cha c hnh thnh trong i a s dn chng. Kiu mua bn tin mt, tin trao cho mc vn cn rt ph bin. y cng chnh l

54

mt nguyn nhn ln, gy cn tr cho hot ng Marketing Internet Vit Nam. Nhng ngi dn Vit Nam chng ta li c truyn thng hiu hc, ham thch tm ti ngun tri thc ca nhn loi. Tng lp thanh nin tr Vit Nam chng t s quan tm ca mnh i vi mng Internet trong thi gian qua. Ngy cng c nhiu bn tr s dng Internet phc v mc ch hc tp, nghin cu. Trong tng lai, i ng ny ha hn s tr thnh th mnh ca Vit Nam trong vic ng dng Marketing Internet ni ring v thng mi in t ni chung.

2.2. Hot ng Marketing Internet trong nghin cu th trng.

Nghin cu th trng l ni dung u tin trong chin lc Marketing ca doanh nghip. Mc ch ca vic nghin cu tng hp v th trng l nhm thu thp tt c cc thng tin cn thit cho hot ng kinh doanh. Thng tin trong nghin cu th trng c phn thnh 2 loi chnh : thng tin th cp v thng tin s cp. Trong Marketing thng thng, cha c ng dng Internet, thu thp c cc loi thng tin ny thng kh tn km v mt nhiu thi gian. V d nh i vi thng tin th cp, doanh nghip phi s dng cc cch nh : ct, dn, ghi chp, lp phiu... Hay i vi thng tin s cp, doanh nghip phi s dng cc phng php nghin cu ti hin trng (field research) nh phng vn, iu tra, trc nghim, ly mu... Vi Marketing Internet, tt c cc thng tin trn c th c thu thp thng qua mng, rt nhanh chng v gip tit kim c nhiu chi ph. Nghin cu th trng c hiu l doanh nghip tm kim cc thng tin v nh cung cp, i th cnh tranh, nhu cu
55

cng nh s thch ca khch hng, nhng c hi kinh doanh, giao thng, hp tc... Hin ti, tnh hnh ng dng Internet trong vic nghin cu th trng cc doanh nghip Vit Nam c th tm tt nh sau : Th nht, i vi vic tip cn ngun thng tin th cp, phn ng cc doanh nghip Vit Nam cha nhn thc c ht tm quan trng cng nh tnh hu ch m cc thng tin trn mng c th cung cp cho h. a s cc doanh nghip cn trong trng thi b ng, ch vic hn l ch ng tm kim bn hng, i tc mi. Cc doanh nghip ca chng ta thng ph thuc vo nhng n t hng gia cng ca nhng bn hng quen thuc m c rt t c hi m rng ra cc th trng mi, bn hng mi. C th thy rng cc bn hng xut khu ca chng ta quanh i qun li vn ch l tng y nc nh Nht, Trung Quc, M, EU... Mt khc, cc doanh nghip ca chng ta cng cha ch ng trong vic nghin cu sn phm, nghin cu nhu cu ca ngi tiu dng... nn nhy bn trong vic p ng kp thi nhng sn phm mi ph hp vi yu cu ca khch hng cn rt hn ch. iu ny chng ta cn thua xa so vi nc bn lng ging Trung Quc. n c nh cch y vi nm, nhu cu v xe gn my trn th trng Vit Nam tng mnh. Trong khi cc doanh nghip Vit Nam cha c ng tnh g, cc doanh nghip Trung Quc nhn thy rng phn ng ngi dn Vit Nam cn ngho nn nhu cu ca h l c mt chic xe gn my vi gi r m khng yu cu cht lng cao lm. Bi vy, h sn xut t mt lng xe my tu rt ln, chim lnh mt th phn khng nh trn th trng xe my ca Vit
56

Nam. Nh vy, cc doanh nghip lp rp xe my ca ta nh mt th trng ngay trn t nc mnh. Tuy vy, trong cc doanh nghip Vit Nam cng hnh thnh mt b phn khng nh cc doanh nghip thc c nhng li ch to ln m Marketing Internet c th em li. H tng bc s dng Internet nh mt cng c nghin cu th trng c hiu qu. H hnh thnh thi quen tm n vi cc ngun thng tin th cp v th trng trong v ngoi nc c ng ti thng xuyn trn website ca cc B, ngnh, cc t chc xc tin thng mi... Theo thng k ca Trung tm t vn nghin cu x hi v truyn thng (SORECOM http://www.sorecom.org), tnh n ngy 21/4/2003 c 30.495 ngi ng k xem cc thng tin kinh t phc v doanh nghip - c hi giao thng trn cc bn tin ca VDC Newsletter vi s lt truy cp trung bnh mt ngy l 38.682 ln (s lt truy cp bao gm c nhng ngi ng k trc v nhng ngi truy cp t do). n ngy 18/7/2003, s ngi ng k tng ln 33.480 ngi vi s lt truy cp thc t ln hn rt nhiu. Trong s nhng ngi ng k theo di cc tin tc ny, cn b, nhn vin doanh nghip t nhn chim t l ln nht : 21,17% ; tip theo l cn b nhn vin doanh nghip Nh nc : 15,41% ; cn b nhn vin doanh nghip lin doanh : 15,38% ; nhn vin cc cng ty 100% vn nc ngoi : 14,06%... Th hai, i vi ngun thng tin s cp - ngun thng tin quan trng gn lin vi s thnh cng hay tht bi ca cc quyt nh kinh doanh, cc doanh nghip Vit Nam c th tip cn qua cc cch nh : lp website ring, gi e-mail thm d th trng, khch hng...

57

Lp website ring l mt cch thu thp thng tin rt c hiu qu. Website khng nhng gip doanh nghip gii thiu v bn thn n vi ngi tiu dng m cn gip doanh nghip nm c cc thng tin v nhng khch hng truy cp trang web. Hin ti, theo thng tin ca Phng qung co v pht trin thuc cng ty truyn thng FPT (FPT Internet), ti Vit Nam hin c khong 3500 website; trong c khong 80% l ca cc doanh nghip. Con s 3500 website ny cha hn l nhiu sau 6 nm ni mng Internet nhng phn no cng chng t c s quan tm ca cc doanh nghip Vit Nam n vi mt cch thc Marketing mi m. Tuy vy, phn ln cc trang web ca chng ta l nhng trang web tnh (l trang web dng HTML, ch c ngha nh mt trang qung co, gii thiu thng tin), c rt t trang web ng (l trang web c kt ni vi mt c s d liu Interactive, c th phc v cho vic gii thiu sn phm hng lot, bn hng qua mng, cung cp cc tnh nng tm kim, a thng tin ln mng...). Tuy hu ht cc trang web ca doanh nghip Vit Nam u c lp t h thng thng bo s ln truy cp nhng phn nhiu cc trang web li khng phn bit gia ngi truy cp ln u vi ngi tng truy cp trc . y l mt im khng hiu qu do doanh nghip s khng bit c mc quan tm hi lng ca khch hng mt cch chnh xc. Ni dung mt website ca doanh nghip Vit Nam, v d nh ca cng ty may Vit Tin (http:// www.viettien.com.vn) mt trang web c nh gi l kh tt, thng bao gm cc ni dung nh : gii thiu chung v cng ty, sn phm, dch v, lin h, bn mng li cc bn hng (site map)... Nh vy, phn ln ni dung ca trang web l doanh nghip t gii thiu mnh vi
58

ngi tiu dng, ch c mt phn nh trong website ca cng ty phn Lin h (Contact) l c cung cp cho khch hng cng c lin lc vi cng ty.
[40]

Vi cch thc xy dng

website nh vy, doanh nghip khng th chc chn rng khch hng s lin h vi mnh v cung cp nhng thng tin cn thit cho doanh nghip. y l mt thiu st chung ca rt nhiu website Vit Nam. Do , cc doanh nghip Vit Nam b qua mt cch thc thu thp thng tin v th trng c hiu qu.

2.3. Hot ng Marketing Internet trong thng tin giao tip khch hng.
Trong thi i thng tin, nhu cu giao tip ca con ngi tr nn cp thit hn bao gi ht. Ngi ta c th trao i e-mail vi nhng ngi xa l, c th tn gu trn mng vi nhng ngi hon ton khng quen bit. Mng Internet gip con ngi vt qua mi tr ngi giao tip v chia s vi nhau nhng vn mun mt ca i sng. Tuy nhin, Vit Nam, trong khu thng tin v giao tip vi khch hng, a s cc doanh nghip cha tn dng c trit nhng c hi Marketing Internet c th mang li. Mc d ngy cng nhiu doanh nghip xy dng website ring, nhng ni dung cc website nhn chung cn ngho nn v thiu tnh cp nht. Cc doanh nghip hu ht u dng li vic ng ti cc thng tin nhm gii thiu chung v doanh nghip v sn phm. Mt im yu ca nhiu trang web Vit Nam l dng nh chng ch ph hp vi hnh thc cung cp thng tin mt chiu (doanh nghip y thng tin n vi ngi tiu dng). Marketing mt ti mt, mt th mnh ca Marketing Internet hu nh khng c tn dng.
59

Do a s cc trang web khng c trang phn hi, thu thp thng tin t pha khch hng nn s khch hng truy cp vo trang web khng c khai thc mt cch c hiu qu. Doanh nghip khng th xy dng danh mc th tn khch hng (Mailing List). V th, e-mail khng c s dng nh mt cng c Marketing hu ch trong khu giao tip khch hng.

2.4.

Chin

lc

Marketing-Mix

trong

hot

ng

Marketing Internet ti Vit Nam.

Cc doanh nghip Vit Nam bc u t ra kh linh hot trong vic xy dng chin lc Marketing Mix ph hp vi iu kin c th ca thng mi Internet Vit Nam. Mt trong nhng chin lc Marketing-Mix c coi l kh tiu biu v thnh cng l chin lc Marketing-Mix ca GolMart - mt doanh nghip kinh doanh loi hnh siu th in t ti Thnh ph H Ch Minh (http://www.golmart.com.vn).
[38]

Chin lc sn phm :
Cng ging nh phn nhiu cc doanh nghip Vit Nam tham gia kinh doanh trn mng khc, danh mc sn phm ca GolMart bao gm ch yu cc sn phm hu hnh, phc v sinh hot hng ngy. Cc sn phm ny c phn thnh khong 30 nhm, cn c theo chc nng, cng dng nh nhm sn phm in t gia dng, nhm hng vn phng phm, nhm hng m phm... Theo thng k, tnh n ngy 28/11/2003, GolMart c khong 6378 chng loi sn phm khc nhau, c m ho rt thun tin cho qu trnh chn mua ca khch hng. Cc sn phm mi thng xuyn c siu th cp nht v by bn nhng v tr thu ht c s ch nhiu nht ca khch hng trn trang ch.
60

Ngoi ra, GolMart cn p dng chin lc lin kt bn hng trn mng vi mt s n v khc. V d, ngi tiu dng truy cp vo a ch website ca Golmart, khng nhng c th chn mua nhng hng ho c sn m cn c th t thit k, may o qua mng vi mt s nh thit k c tn tui ... Khc vi Marketing thng thng, chin lc sn phm trong Marketing Internet ca Golmart cn ch trng n dch v h tr khch hng. Trong trang ch ca GolMart, ngi tiu dng c th c ch dn cn k cc bc trong quy trnh mua hng, thanh ton... ti mc Hng dn khch hng. Ngoi ra, GolMart cng cung cp cho khch hng cng c tm kim, gip ngi tiu dng tm c hng ho mong mun mt cch nhanh chng m khng cn d tm trong danh mc catalog sn phm. Chin lc gi c: Ging nh cc doanh nghip Vit Nam khc, GolMart p dng chin lc gi bn (tc l doanh nghip nh gi sn). Gi bn ca GolMart c quy nh tng ng vi gi bn trn th trng ( bao gm thu VAT) bng VND hoc USD. i vi mt s mt hng c bn bng USD, ngi tiu dng c th thanh ton bng tin Vit vi mc quy i theo t gi ca Ngn hng Ngoi thng vo thi im t hng. GolMart cng thng xuyn p dng cc chng trnh gi khuyn mi nh chng trnh Co-shopping, cng nhau mua sm c gim gi. Trong chng trnh ny, GolMart s gip tp hp nhiu khch hng mua l c cng nhu cu li vi nhau phi hp ng k mua hng. Bng cch ny, ngi tiu dng s c li v c hng gi bn bun, gi r hoc gi khuyn mi m nu mua l s khng c c. Cn nh cung cp s c li do thu ht c nhiu khch hng tham gia hn.
61
[5]

 ph hp vi iu kin thng mi Internet Vit Nam, GolMart p dng rt nhiu phng thc thanh ton khc nhau nh: thanh ton bng tin mt cho ngi giao hng, thanh ton bng chuyn khon, bng th tn dng (VISA, Master hoc American Express), thanh ton qua h thng Western Union hay thanh ton qua in thoi di ng bng cch son tin nhn M-Banking... Chin lc phn phi: GolMart ng vai tr nh mt nh trung gian phn phi gia cc nh cung cp v ngi tiu dng. Cc doanh nghip c nhu cu bn hng trn mng tm n GolMart nh mt a ch i l phn phi, gim st v qun l bn hng... Cn ngi tiu dng tm n GolMart nh mt u mi cung cp hng ho loi. Hin ti, GolMart ang p dng hnh thc phn phi, giao hng trc tip v min ph n tn tay ngi tiu dng trong mt s qun ni thnh ca Thnh ph H Ch Minh. Khch hng cc ni khc, ngoi cc a im ny, nu c nhu cu s c chuyn hng qua ng bu in vi chi ph hp l. Trong thi gian ti, GolMart d nh s m cc i l phn phi cc thnh ph khc nh H Ni, Hi Phng, Nng... Chin lc ym tr (xc tin v h tr kinh doanh): tng doanh thu v m rng mng li khch hng, GolMart ang s dng kt hp cc chin lc h tr, xc tin kinh doanh khc nhau. Ngoi vic lu tr thng tin website cung cp cho ngi tiu dng khi h truy cp vo a ch ny, GolMart cn s dng th in t nh mt cng c Marketing c hiu qu. Siu th ch ng truyn thng tin ti ngi tiu dng bng cch gi
62

th ng thu ht, khuyn khch h tr thnh khch hng thnh vin ca siu th. Mt khc, GolMart cng ng k a ch website ca mnh trn cc cng c tm kim nh Vinaseek hay Google... thc c rng cc cng c Marketing thng thng cng c th gip ch cho cng vic kinh doanh trn mng, GolMart cn t chc cc cuc hi tho, din n nhm thu ht s ch ca khch hng. V d nh, vo thng 4/2003, GolMart t chc mt cuc hi tho vi ch : Co-shopping pht trin thng hiu bng thng mi in t. Cuc hi tho nhm gii thiu hnh thc kinh doanh mi Co-shopping ln u tin c mt ti Vit Nam, thu ht c s quan tm ca nhiu gii v gp phn qung b hnh nh ca siu th mt cch rt c hiu qu. Vi chin lc Marketing Mix phi hp c hiu qu 4 yu t : sn phm, gi c, phn phi v ym tr, siu th in t GolMart xy dng c mt v th vng chc trong thng mi Internet Vit Nam. Tuy mi bt u hot ng cch y khng lu, t ngy 18/12/2002, nhng GolMart thu c nhng kt qu bc u rt kh quan, vi doanh thu thng cao nht ln ti 700 triu ng. y l mt m hnh doanh nghip thnh cng nh xy dng chin lc Marketing Mix thch hp trong thng mi Internet Vit Nam.

2.5. Qung co trn Internet.

Qung co trn Internet l mt trong nhng ng dng u tin v thnh cng nht ca Marketing Internet Vit Nam. nc ta, qung co trn Internet ch yu thng qua cc trang web.

63

Khi ngi tiu dng vo website ca mt doanh nghip no , iu u tin h thng lm l tm kim thng tin v nhng sn phm m h c nhu cu. Ngi mua hng vi s lng ln, c bit l nhng mt hng c gi tr cao, thng mun bit cng nhiu thng tin cng tt. thc c iu ny, ngy cng nhiu doanh nghip Vit Nam xy dng website ring. Tuy cha c nhiu doanh nghip s dng website ring nh mt ni bn hng trc tip, nhng bc u cc doanh nghip Vit Nam to dng c cho mnh mt vn phng giao dch trn mng, cung cp y thng tin v doanh nghip v sn phm n vi ngi tiu dng.

Hnh 1- Qung co sn phm thi trang cng s trn trang web ca cng ty may Vit Tin (http://www.viettien.com.vn)

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Ngoi ra, hng ngn cc cng ty, c s sn xut kinh doanh cha c iu kin xy dng trang web ring cng a thng tin qung co trn cc website ca cc nh cung cp dch v Internet (ISP) nh VDC, FPT, Netnam... H l cc t chc doanh nghip thuc mi lnh vc kinh t, t in t, vin thng, tin hc, sn xut ch bin, xut nhp khu, du lch n cc ca hng kinh doanh, cc nh may v thm ch c cc phng tranh... Trang web cng p, cng hp dn, cng nhiu ngi truy cp th cng c nhiu cng ty t qung co. Qung co trn Internet ang l mnh t mu m cho cc nh cung cp dch v Internet v cc cng ty chuyn thit k gii php qung co trn mng pht trin. thu ht c nhiu doanh nghip thu ch qung co trn trang web ca mnh, cc ISP Vit Nam cng ua nhau a ra cc hnh thc qung co rt a dng. Ngoi vic chuyn thit k cc trang web theo yu cu ca doanh nghip, h cn thit k cc banner, logo tnh hoc ng.

65

Hnh 2- Qung co Banner ca cc doanh nghip t u trang v logo t dc pha bn phi trang www.vnexpress.net ca cng ty FPT. Hnh thc qung co ny c rt nhiu u im so vi qung co truyn thng. Chng khng nhng c th c truyn ti 24/24 gi mi ngy, m cn c th c cp nht hay hu b bt c lc no, khng gy tn km nh trong qung co truyn thng. Cc banner, logo ca doanh nghip t v tr u hoc dc hai bn trang web - nhng v tr thu ht c nhiu s ch nht ca khch hng tht s l nhng hnh nh ht sc sng ng. c bit, qung co trn Internet cn cung cp mt ng link kt ni gia trang web ca nh cung cp vi trang web ca doanh nghip. Do vy, khch hng khng nhng nhn thy sn phm m cn c th tng tc vi n, tm n tn ni trng by sn phm ly
66

thng tin v kim tra trc tip. Khng c loi hnh thng tin i chng no c th dn khch hng t lc tm hiu thng tin n khi mua sn phm m li khng gp tr ngi no nh mng Internet. Mt vn c nhiu doanh nghip quan tm khi tham gia qung co trn mng l chi ph m h phi b ra. C th tham kho gi mt s dch v qung co trn Internet bng di y:
STT Dch v Thit k trang web Trang web tnh (4 loi) 1 Trang web ng (xy dng trang phn hi v x l c s d liu) Thit k banner, logo Banner, logo tnh Banner, logo ng t Logo trn trang ch FPT t Banner trn cc trang chuyn mc t Banner trn trang ch FPT 500.000/ trang n gi (VND) 70.000/trang ~ 385.000/trang Ghi ch

2 3 4 5

400.000/chic 650.000/chic 4.500.000/thng 1.000.000/thng 10.000.000/thn g kch thc 130x60 pixels kch thc 468x60 pixels kch thc 468x60 pixels

Bo gi qung co trn Internet ca cng ty FPT Chi ph qung co nh trn, nu so snh vi qung co trn truyn hnh hay trn bo ch, cng khng phi l cao. Tuy nhin, loi hnh qung co ny ch c hiu qu khi ngi tiu dng ch ng vo trang web ca cc ISP hay ca doanh nghip. Mt khc, s ngi s dng Internet nc ta li cha nhiu. Bi vy, nhiu doanh nghip vn cha coi y l mt cch thc qung co c hiu qu. Nhng chc chn trong t67

ng lai khng xa, khi ngi tiu dng quan tm nhiu hn n mng Internet v cc doanh nghip Vit Nam m rng mng li khch hng trn phm vi ton th gii, y s l mt phng tin qung b hnh nh ca doanh nghip mt cch nhanh chng, rng ri vi gi r. Nu doanh nghip qung co trn Internet thng qua website ring, banner v logo th cc c nhn ring l li tm n cc mc rao vt trn Internet khi mun qung co cc mt hng mnh cn mua hay bn. Ti Vit Nam, hnh thc qung co ny ca cc c nhn n l ang hot ng kh nhn nhp. Ngi tiu dng c th do qua mt s trang thng tin mua v bn nh : www.muabanraovat.com, www.webmuaban.com, www.muabandtdd.com ... trong trang web www.toitim.com c xem l trang qung co, rao vt nhn nhp nht vi gn 14.000 thnh vin ng k tham gia thng xuyn. Ngi tiu dng truy cp vo cc trang web ny, c th rao bn hay tm mua bt c mt hng no, t nhng mt hng cao cp nh t, my tnh xch tay, in thoi di ng... n nhng sn phm bnh dn nh sch, bo...
[25]

Cc mc qung co ny hot ng kh hiu qu nh nhng tnh nng tin li ca Internet nh thng tin nhanh, phm vi ph bin rng. Ngi tiu dng ch cn b cht thi gian do mt vng qua vi trang web l c th nm c ht tnh hnh gi c. Nu ng mt hng no, ch cn mt c in thoi, cuc mc c mua bn din ra trong vng vi pht. Sau khi tho thun xong, th tc cui cng l cho i tc mt a im giao hng. Th tc mua bn va n gin, thun tin va tn t thi gian, li khng phi nh ngi n, cy ngi kia khi mun mua hay bn mt mn hng no .
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Internet vi nhng tnh nng u tri ca n, ha hn trong tng lai khng xa, s tr thnh mt mi trng l tng cho cc hot ng qung co Vit Nam.

2.6. Cc ca hng o.
Cch y 5 nm, cng ngh mua bn trn mng cn rt xa l vi ngi dn Vit Nam, th nay chng ta c th thnh thi nh, vo mng Internet t hng v i ngi giao hng n tn nh. Tt c u nh s xut hin v pht trin nhanh chng ca cc ca hng o. Ngy 19/12/1998, Trung tm Dch v Gia tng gi tr VASC (Value -Added Service Center) khai trng ca hng o u tin Vit Nam Cybermall ti a ch http://www.cybermall.com.vn. K t , hng chc ca hng o ra i ti Vit Nam. C th k tn mt s ca hng o thu ht c s quan tm ca ngi tiu dng Vit Nam nh: www.VietNamshops.com, www.VDCshopping.vnn.vn hay www.Saigoncoopmart.com.vn .... Tuy nhin, c mt iu ng ch l s ngi truy cp vo a ch ca cc ca hng o ny kh ln nhng s ngi mua tht s li rt hn ch. Vy u l nguyn nhn khin khch hng khng my mn m vi phong cch mua hng mi ny ? Ngoi tr cc nguyn nhn khch quan nh s ngi s dng Internet Vit Nam cn hn ch, nguyn nhn mt phn khng nh thuc v chnh bn thn cc ca hng o ny. Vi www.Saigoncoopmart.com.vn, im yu ln nht l quy nh gi ti thiu mt n t hng phi t 100.000 VND tr ln, khin khch hng nht khi mua hng qua mng. www.VDCsieuthi.vnn.vn, quy nh l 50.000 VND, c th chp nhn c. www.Vietnamshops.com khng quy
69

nh gi tr n t hng nhng gi mt sn phm r nht cng trn 200.000 VND, qu cao so vi khch hng bnh thng... Mt khc, tr mt s ca hng o tht s c quy m nh www.golmart.com.vn hay www.VDCsieuthi.vnn.vn, hng ho trong phn ln ca hng o khc cha phong ph p ng nhu cu ca ngi tiu dng. www.Saigoncoopmart.com.vn ch yu gii thiu hng tiu dng gia nh, cha bng 1/5 so vi cc siu th thc, l do l ang trong qu trnh th nghim. www.Vietnamshops.com gii thiu t 3000-5000 sn phm nhng hu ht l hng cao cp nh my vi tnh, camera, in thoi di ng, trang sc... cho i tng chnh l nhng ngi c thu nhp cao, Vit kiu... Gii hn v phm vi phc v cng l mt nhc im ln ca cc ca hng o Vit Nam. www.Vietnamshops.com ln ting tuyn b c i l phn phi trn ton quc v th gii, nhng thc cht ch c cc thnh ph ln nh H Ni, Thnh ph H Ch Minh, Nng... v cc nc pht trin nh Anh, Php, M, c... www.Saigoncoopmart.com.vn ch giao hng min ph trong ni thnh Thnh ph H Ch Minh v Thnh ph Cn Th. www.VDCsieuthi.vnn.vn cng ch gii hn trong ni thnh H Ni. Khch ngoi phm vi quy nh, mun mua hng phi chu khon ph vn chuyn hoc cc gi hng qua bu in, i khi cn cao hn gi tr hng mua. Tuy vy, cng khng th ph nh nhng tin ch c tht m cc ca hng o ny mang li. Ngoi tr www.Vietnamshops.com c mc gi cao hn 1-5% so vi cc ca hng tht, hu ht cc ca hng o khc u m bo mc gi tng ng so vi gi th trng. Thm vo , khch
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hng tn thi gian, chi ph i li, gim ch tc giao thng... v c ngi giao hng n tn nh.

Hnh 3- Trng by sn phm trn ca hng o www.golmart.com.vn Hin nay, dch v mua bn hng trn cc ca hng o Vit Nam ch yu p dng 3 hnh thc thanh ton: i vi khch hng trong phm vi phn phi, c th yu cu nhn vin ca ca hng giao tn nh, sau khi kim tra k lng mi nhn hng v tr tin. i vi khch hng xa, c th chuyn tin qua ng bu in, sau nhn hng ho cng theo ng ny. i vi khch hng c ti khon ti ngn hng, c th chuyn thng vo ti khon ca nh cung cp v s c nhn hng giao ti nh hoc qua ng bu in. Trong trng hp khng hi lng vi mn hng, thng thng ch khi li thuc v nh sn xut, khch hng mi c tr li hng.
[10]

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Mc d hin nay, doanh s bn hng ca cc ca hng o cn rt khim tn nhng iu quan trng l ngi dn Vit Nam lm quen c vi mt phng thc mua hng hon ton mi. Nu nh phng thc ny c ph bin, tr thnh thi quen ca a s dn chng, th Marketing Internet s ha hn mt tim nng pht trin mnh m trong nhng nm ti ti Vit Nam.
3. nh gi chung v nhng kt qu v tn ti ca hot ng Marketing Internet ti Vit Nam.

3.1. Nhng kt qu ni bt.

Sau 6 nm kt ni mng Internet, Vit Nam t c nhng kt qu ng khch l trong hot ng Marketing Internet nh : - Nn tng cng ngh thng tin ngy cng c Nh nc u t hon thin v pht trin. Mng li in thoi v Internet ang c m rng ra khp mi min trn t nc vi nhng dch v mi, p ng tt hn nhu cu ca ngi tiu dng, nh dch v ng truyn Internet tc cao ADSL, ISDN... - H tng c s php l ang trn c hon thin vi Php lnh Thng mi in t d kin c thng qua trong nm 2004. S ra i ca vn bn php l ny s to mt bc ngot ln i vi s pht trin Marketing Internet Vit Nam. - Sau 6 nm hot ng, s ngi s dng Internet Vit Nam lin tc gia tng, trong chim mt phn khng nh l tng lp thanh nin. y ha hn s tr thnh mt ngun lc to ln, thc y hot ng Marketing Internet pht trin. - Ngy cng nhiu doanh nghip Vit Nam s dng Marketing Internet nh mt cng c h tr kinh doanh c hiu qu. S doanh nghip xy dng website ring lin tc tng. T
72

ch ch c khong 600 doanh nghip c trang web ring nm 2000, n nay theo nhng s liu thng k cha y , con s ny l hng nghn website. Nhng ng dng Marketing Internet Vit Nam cng ngy cng a dng vi s tham gia ca cc n v, cc t chc, cc doanh nghip thuc mi thnh phn kinh t v lnh vc kinh doanh. ng dng Marketing Internet trong lnh vc qung co v trng by sn phm trn cc ca hng o ang thu ht c s quan tm ca nhiu doanh nghip v ngi tiu dng. Hai lnh vc ny ha hn s ngy cng n r trong thi gian ti.

3.2. Nhng tn ti ch yu.

Tuy c c nhng thnh tu kh quan trn, nhng nhn chung hot ng Marketing Internet nc ta cn gp rt nhiu kh khn: - H tng c s cng ngh thng tin, tuy trong nhng nm qua lun c Nh nc t trng tm pht trin, nhng vn cn trnh rt thp. Cc dch v Internet tc cao cha c ph cp, cc ph ho mng Internet cn cao so vi thu nhp ca a s dn chng v so vi mc cc trung bnh khu vc v th gii. Internet mi ch c pht trin ch yu cc thnh ph ln nh H Ni, Thnh ph H Ch Minh... - Mi trng chnh tr php lut cn nhiu l hng, cha to c tm l an tm cho cc ch th tham gia hot ng Marketing Internet. Chng ta cha c l trnh, k hoch tng th cho vic trin khai v ng dng thng mi in t ni chung v Marketing Internet ni ring. - H thng thanh ton in t ca cc ngn hng cha pht trin mnh p ng cc yu cu ca Marketing Internet. Do mc u t cho cng ngh thng tin phn ln cc
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ngn hng Vit Nam cn thp, vic thanh ton khng dng tin mt cng nh vic pht trin cc loi th thanh ton in t cn hn ch trong phm vi hp hoc cn mang tnh th nghim, cha tr thnh gii php tng th i vi tng ngn hng. Mt lin minh gia cc ngn hng v cc nh cung cp dch v Marketing Internet tr nn cp thit. Mt khc, cn nhiu quan im khc nhau v cch phn loi tiu chun cng nghip v thng mi i vi thng mi in t. Theo cc chuyn gia, xy dng h thng ny, cn mt thi gian khng ch l mt vi nm. Chnh iu ny l mt trong nhng nguyn nhn cn tr vic chp nhn thanh ton in t nc ta. - Cng ngh bo mt thng tin trong Marketing Internet cha c pht trin v vn mc thp so vi cc nc trong khu vc v trn th gii. V vy, vic bo mt thng tin giao dch kinh t - thng mi v ngn hng trong x hi cn hn ch. - Nhn thc ca ngi tiu dng v cc doanh nghip v Marketing Internet cn rt thp. - S doanh nghip xy dng website ring vn ch yu tp trung cc doanh nghip ln. S trang web phc v vic bn hng trc tip trn mng cn rt hn ch. a s cc trang web ca doanh nghip Vit Nam c cht lng cha cao, thiu tnh cp nht v cha c khai thc trit trong vic nghin cu th trng, khch hng... - Cc tin ch khc ca Internet nh th in t (e-mail), cc nhm tin (Newsgroups), cc bn tin (Newsletters)... cha c cc doanh nghip Vit Nam s dng nh nhng cng c Marketing c hiu qu.

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- Mc d c mt s doanh nghip nhanh nhy trong vic iu chnh chin lc Marketing Mix ph hp vi iu kin nc ta, nhng nhn chung a phn cc doanh nghip cha hoch nh c phng hng pht trin cng nh nhng vic cn lm thch ng tt nht vi mi trng mi m ny. - Vic phi hp cc cng c ca Marketing thng thng vi Marketing Internet cha c cc doanh nghip Vit Nam p dng hiu qu y mnh hot ng kinh doanh... Nh vy, pht trin hot ng Marketing Internet ti Vit Nam, thc t i hi s c gng n lc t pha Nh nc v tt c cc ch th tham gia.

Chng 3 nh hng v gii php cho hot ng Marketing Internet ti Vit Nam
1. nh hng pht trin Marketing Internet trong thi gian ti.

1.1.Quan im pht trin thng mi in t v Marketing Internet ti Vit Nam.

Vi s bng n ca cng ngh thng tin v mng my tnh, c bit l vi nhng li ch to ln ca Marketing Internet, pht trin Marketing Internet tr thnh mt nhim v tt yu i vi Vit Nam nu khng mun b tt hu xa hn na so vi cc nc pht trin i trc. Nhn thc c iu ny, Chnh ph Vit Nam bt u c nhng bc i v hnh ng ng n nhm trin khai thng mi in t ni chung v Marketing Internet ni ring. K tha cc quan im c bn ca Ngh quyt 49/CP ngy 4/8/1993 ca Chnh ph v pht trin cng ngh thng
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tin nc ta trong nhng nm 90; thc hin nghim tc ch th s 58-CT/TW ca Ban Chp hnh Trung ng ng ngy 17/10/2000 v vic y mnh ng dng v pht trin cng ngh thng tin phc v s nghip cng nghip ho, hin i ho ; nhanh chng trin khai Ngh quyt s 07/2000/N-CP ngy 5/6/2000 ca Chnh ph v vic xy dng v pht trin cng nghip phn mm giai on 2001-2005, quan im ng dng thng mi in t ni chung v Marketing Internet ni ring Vit Nam giai on 2001-2005 l : ng dng thng mi in t Vit Nam cn phi c coi l bin php quan trng pht trin cc hnh thc trao i c tnh cht thng mi trong giai on mi, nhm y mnh pht trin kinh t - x hi ca t nc, tng bc ch ng hi nhp quc t v khu vc. ng dng thng mi in t Vit Nam cn theo hng x hi ho, to iu kin thun li cho cc doanh nghip thuc mi thnh phn kinh t v c nhn tham gia, trong doanh nghip Nh nc ng vai tr tin phong. ng dng thng mi in t cn nh hng vo th trng thng qua vic to lp mt mi trng php l thun li gm nhng chnh sch mm do v thch hp. Cn phi c mt h thng c s h tng ng b v hin i phc v cho ng dng thng mi in t, trong c s h tng cng ngh l then cht v phi i trc mt bc.
[2]

Mc tiu pht trin ca thng mi in t Vit Nam thi k 2001-2005 l to ra mi trng thng thong, y v ng b, khuyn khch thng mi in t pht trin

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Vit Nam v sn sng p dng rng ri thng mi in t trn phm vi c nc.

1.2.

Pht trin cng ngh thng tin lm nn tng

Bn k hoch tng th pht trin cng ngh thng tin

cho hot ng Marketing Internet.

giai on 2001-2005 ra 4 mc tiu c bn nhm gii quyt nhng bc xc ca cng ngh thng tin Vit Nam hin nay nh : mi trng php l cha an ton, c s h tng vin thng v Internet cn nhiu bt cp, ngun nhn lc cn yu v thiu, nhn thc v cng ngh thng tin ca cc tng lp nhn dn cng nh cn b lnh o v qun l Nh nc cn cha r rng...
[43]

Theo bn k hoch, mc tiu n nm 2005, cng nghip cng ngh thng tin ca nc ta t tc tng trng trung bnh hng nm l 20-25%, gi vai tr h tr cc ngnh quan trng pht trin, gp phn m bo tc tng trng cao v bn vng ca nn kinh t. n nm 2005, phn u tng sn lng phn mm t 500 triu USD, trong xut khu khong 200 triu USD. V y mnh ng dng cng ngh thng tin, bn k hoch cng ra mc tiu : Trnh v hiu qu ng dng cng ngh thng tin trung bnh trong c nc t mc trung bnh ca cc nc trong khu vc ; ng dng cng ngh thng tin trong hot ng ca cc c quan ng, Nh nc, t chc chnh tr x hi v cc ngnh kinh t mi nhn ng vai tr ch o trong nn kinh t quc dn Trung ng, thnh ph H Ni, thnh ph H Ch Minh t trnh ca cc nc tin tin trong khu vc.

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V vin thng v Internet, bn k hoch ra mc tiu : Pht trin mng vin thng v Internet c cng ngh hin i vi thng lng ngy cng ln, tc v cht lng cao, cung cp cho x hi, ngi tiu dng cc dch v a dng vi gi c tng ng mc bnh qun ca cc nc trong khu vc. n nm 2005, tt c cc tnh, thnh ph trong c nc c kt ni bng cp quang, t l ngi s dng Internet t 4% n 5% trn tng s dn. V ngun nhn lc cho pht trin cng ngh thng tin, chng ta t ra k hoch s c c 50.000 chuyn gia v cng ngh thng tin cc trnh khc nhau, trong s c 25.000 chuyn gia trnh cao v lp trnh vin chuyn nghip.

1.3. Hon thin khung php l cho hot ng Marketing Internet

Thc hin ngh quyt s 12/2002/QH11 v chng trnh xy dng lut, php lnh ca Quc hi nhim k nm 20022007 v Ch th ca Th tng Chnh ph v vic giao cho B Thng mi lm u mi xy dng Php lnh thng mi in t, thng 3/2003 B thng mi ra quyt nh thnh lp Ban son tho D n Php lnh thng mi in t xy dng tng bc hon chnh v trnh Quc hi ph duyt vn bn php l quan trng ny. C 4 quan im ch o v 7 nguyn tc lm nh hng cho cng tc son tho khung php l quan trng ny. C th ni ngn gn 4 nguyn tc ch o l : Qun trit ng li chnh sch ca ng v y mnh v pht trin ng dng cng ngh thng tin vo mi hot ng ca nn kinh t, tn dng nhng li ch do thng mi
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in t mang li thc y sn xut v thng mi trong nc pht trin nhm phc v cho cng cuc cng nghip ho, hin i ho t nc. Bo m tnh thng nht ca Php lnh vi Hin php nc cng ho x hi ch ngha Vit Nam nm 1992 c sa i b sung theo Ngh quyt s 51/2001/QH10 ngy 25/12//2001 ca quc hi kho X, k hp th 10 v cc quy nh ca php lut hin hnh v kinh t, thng mi v cc lnh vc lin quan. p ng cc yu cu v ci cch hnh chnh Nh nc, theo khng to ra b my qun l cng knh khng cn thit. Nghin cu, tham kho c chn lc kinh nghim quc t, k tha nhng quy nh u vit, ph hp vi iu kin kinh t - x hi nc ta t B lut mu v thng mi in t ca y ban Php lut Quc t - Lin hp quc (UNCITRAL), Lut v giao dch in t v ch k in t ca Hoa K, Canada, EU, Cng ho Php, Hn Quc, Singapore, Thi Lan, Philippin v ca Ban th k ASEAN cng nh cc nc khc c nhiu kinh nghim trong vic xy dng khun kh php l cho thng mi in t. Ngoi ra, Ban son tho d n Php lnh c gng xy dng cc quy nh trn c s cc nguyn tc sau y: Mt l, ng dng ca thng mi in t da trn nguyn tc t nguyn v c iu tit bi th trng. Hai l, Nh nc ra mc tiu pht trin, to khun kh php l, xy dng c s h tng cng ngh thng tin, o to pht trin ngun nhn lc phc v ng dng v pht trin thng mi in t, t chc cc hot ng nng cao nhn thc
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v thng mi in t, doanh nghip ch ng tham gia vo thng mi in t. Ba l, quyn c nhn c bo v trong thng mi in t. Bn l, khng phn bit i x cc loi cng ngh khc nhau trong thng mi in t. Nm l, thng mi in t k tha nhng nguyn tc v cng tn ti vi thng mi thng thng. Su l, Chnh ph, doanh nghip v mi thnh vin trong x hi cn phi hp tuyn truyn, gio dc v li ch v nhng ri ro trong trin khai thng mi in t. By l, y mnh hp tc quc t nhm tin ti cng nhn ln nhau trong vic thun li ho cc lung thng tin nhm bo v ngi tiu dng.
[20]

Ngoi ra, trong Php lnh thng mi in t cn quy nh r 5 vn m bt c mt h thng lut php no iu chnh v thng mi in t cng phi m bo bao qut l : cc vn php l v ni dung thng tin trong mt d liu in t ; cc vn php l v truyn, gi v nhn d liu in t ; cc vn php l v hp ng di dng in t ; cc vn php l v ch k in t v cc vn v trch nhim ca nh cung cp dch v mng...

1.4.u tin pht trin Marketing Internet trong mt s lnh vc trng im.
Vi c s h tng cng ngh thng tin nh hin nay ca Vit Nam, yu cu phi ngay lp tc pht trin Marketing Internet tt c cc lnh vc dng nh l khng kh thi. Chnh v vy, chng ta phi t ra nhng u tin thch hp i vi

80

vic ng dng Marketing Internet mt s lnh vc trng im nh : Lnh vc kinh doanh du lch : Vi mc tiu bin Vit Nam thnh im n ca thin nin k mi, y l ngnh rt cn ng dng Marketing Internet tuyn truyn qung b v cnh vt, vn ho, truyn thng... ca Vit Nam n vi bn b trn ton th gii. Ngnh cng nghip dt may : y l mt th mnh xut khu ca Vit Nam chng ta. khuyn khch cc doanh nghip trong ngnh ny y mnh vic tm kim i tc, bn hng xut khu thng qua Marketing Internet, Nh nc cn c nhng u tin thch hp, h tr v chi ph cng nh cng ngh cho cc doanh nghip. Lnh vc xut khu nng sn : Nng sn l mt mt hng xut khu ch lc ca nc ta. Trong nhng nm qua, Vit Nam lin tc ci thin c v th xut khu ca mnh, chng ta tr thnh mt trong nhng nc xut khu ng u th gii v go, c ph, ht iu, cao su... ng dng Marketing Internet trong lnh vc ny s gp phn xy dng thng hiu vng chc cho mt hng xut khu nng sn ca Vit Nam.
2. Nhng gii php ch yu cho hot ng Marketing Internet ti Vit Nam.

2.1. Gii php v m t pha Nh nc.

2.1.1. Hon thin h tng cng ngh thng tin. H tng trong lnh vc cng ngh thng tin ca Vit Nam cn rt thp km mc d chng ta c nhiu ch trng v chnh sch ng. y chnh l mt trong nhng nguyn nhn cn tr s pht trin ca hot ng Marketing Internet
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Vit Nam. R rng c doanh nghip v ngi tiu dng u khng th cm thy hng th vi hot ng ny khi m cc ph truy cp cn cao, tc ng truyn rt thp v i khi cn c hin tng nghn mch... Bi vy, iu cn thit t ra lc ny l phi ci thin h tng c s thng tin. C th nu ra mt s gii php ci thin tnh hnh yu km ny nh : Th nht, cn c s iu chnh mc cc thu bao in thoi cng nh thu bao Internet mt cch hp l, c th l sm cho ra i Lut cnh tranh nhm kim sot gi dch v ca Bu chnh vin thng. Mc d ngnh cp php cho nhiu n v tham gia cung cp dch v Internet nhng Tng cng ty bu chnh vin thng vi c s h tng k thut sn c, rng khp v vi nhiu u i khc ca ngnh ch qun vn l n v c th phn ln, chi phi gi dch v lm hn ch s cnh tranh gia cc nh cung cp.
[11]

Bi vy, xo b

c quyn, m ca th trng l hng i tt yu ca ngnh Vin thng Vit Nam cho mc tiu pht trin thng mi in t v y mnh vic ng dng Marketing Internet. Th hai, cn ci thin cht lng dch v Internet ti Vit Nam. Trn mng Internet hin nay c trn di 5 vn cng dch v khc nhau, vy m ngi tiu dng Vit Nam mi ch s dng 7 cng dch v cho nhng dch v n gin nht nh : trnh duyt Web, th tn in t, duyt file, truy cp t xa. Mt trong nhng l do gii thch s yu km ny l do lo s v cc trang Web c thng tin c hi, phn vn ho s thm nhp vo Vit Nam, nn kim sot tnh hnh, chng ta p dng cc chng trnh bc tng la mt cch trn lan, gy kh khn khng t cho hot ng Marketing
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Internet. Bi vy, pht trin mt cch lnh mnh, ngoi bin php kim sot k thut ny, chng ta cn p dng linh hot nhiu bin php khc nh qun l hnh chnh, cc ch ti php lut hay gio dc cng ng... Th ba, Nh nc cn tng ngun vn u t v s dng c hiu qu ngun vn ny cho vic ng dng v pht trin cng ngh thng tin. Lu nay, Nh nc vn quen vi vic ch cc n v trnh cc n xin cp kinh ph, nu thy c th ng cp vn. Cch lm ny cha ni n hiu qu ca ng vn u t (m phn nhiu b x l v c phn tht thot) th nhng th tc nhiu kh ca vic gii ngn v nghim thu thng lm cho cc d n b cht thnh tng khc nh, lun trong t th ch vn. D n tr gi c t ng xy dng h iu hnh Linux Vit Nam l mt v d. Ra xong phin bn 1.0 v trnh nghim thu, c d n dng li ch duyt tip kinh ph pht trin. Mt phn mm u ch dng li mt phin bn m ch i th c ngha l nhng lp trnh vin tham gia d n ln ng tm d n khc kim sng.
[43]

l c mt s lng ph nhn lc, thi gian v

tin bc mt cch v l. Chnh v vy, Nh nc cn u t ng v quan trng hn l cn qun l c ngun vn u t ny. Nhng ci cch v mt th tc hnh chnh trong cc khu xin cp vn l bc i cn thit lc ny. Ngoi ra, huy ng vn cho u t pht trin h tng cng ngh thng tin, Chnh ph nn giao cho B K hoch v u t ch tr phi hp vi cc B Ti chnh, B Bu chnh vin thng... cn i, tng hp cc ngun lc cho cc chng trnh, n, d n ; ng thi xy dng cc gii php trin khai chnh sch huy ng cc ngun vn trong nc v nc ngoi.
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Nh nc cng nn khuyn khch hnh thnh cc qu u t t cc khu vc kinh t khc nhau, k c khu vc kinh t t nhn c vn u t nc ngoi thu ht u t cho pht trin ngnh cng nghip phn mm ; ng thi c chnh sch u i pht trin cc khu cng nghip phn mm tp trung vi quy m khc nhau. Th t, cc mc tiu ra trong bn k hoch tng th pht trin cng ngh thng tin giai on 2001-2005 rt nhiu, nhng Nh nc cng cn t trng tm mt s chng trnh, n, d n quan trng nh : chng trnh xy dng v nng cp kt cu h tng vin thng v Internet do Tng cc Bu in ch tr ; chng trnh pht trin nhn lc cng ngh thng tin do B Gio dc v o to ch tr... Th nm, Nh nc cn xy dng chng trnh tng th v vic a dch v Internet n vi cc vng nng thn, vng su, vng xa... Internet tht s l mt cng c hu ch phc v cho tt c mi ngi t cc bc tr thc thnh ph cho n b con nng dn nng thn. 2.1.2. Hon thin h thng vn bn php l c lin quan. Nh trnh by chng 2, hin h thng php lut Vit Nam cn b ng qu nhiu i vi hot ng thng mi in t ni chung v hot ng Marketing Internet ni ring. Bi vy, vn t ra i vi chng ta l cn sm xy dng cc nh ch iu chnh cc vn pht sinh trong hnh vi thng mi mi m ny, nh : gi tr php l ca giao dch in t, tnh xc thc v vic chng nhn ch k in t, chng xm nhp tri php vo cc d liu; ch ti i vi cc hnh vi t hng khng, a ra cc thng tin c tnh cht la di v nht l vn bo v s hu tr tu v bn quyn ca cc
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thng tin trn Web... Tt nhin, cc nh lm lut khng th tin liu c tt c cc tnh hung c th xy ra trong thc t nhng phng chm ca chng ta l phi c gng p ng c nhanh nht yu cu ca thi i. Vn php l ca thng mi in t v Marketing Internet phi c xem xt trong nhng vn bn c gi tr php l cao, m c th l nn quy nh trong cc Ngh nh ca Chnh ph hng dn thi hnh Lut Thng mi bi v tt c cc vn ny u thuc i tng iu chnh ca Lut Thng mi. Chng ta cng cn phi tnh n mt thc t l vic son tho nhng vn bn ny rt kh khn bi cc quan nim truyn thng v cc loi chng t, vn bn l thi quen lm vic t lu ca nhiu ngi. Chng ta cng cn trin khai xy dng mt chin lc quc gia v hnh thnh nn kinh t s ho v thng mi in t Vit Nam. Nhn chung, chin lc thng mi in t tm quc gia ny phi gii quyt c cc vn nh: - Lm th no khuyn khch vic s dng thng mi in t trong cc doanh nghip ? - Nhng chng trnh dch v no c th a ra trn mng ? - Khi t nhn tham gia vo thng mi in t nh th no ? - Lm th no cc t chc i tc trong nc tham gia nhiu hn ? - Lm th no cc t chc trong nc cung cp dch v t vn, o to, nghin cu v cung cp thng tin tt hn ?

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- Lm th no cc doanh nghip c khuyn khch s dng Internet nh l mt phng tin bn hng, tip th, nghin cu, lin lc v qun l cng vic bn hng ?...
[28]

Sau , cn thit lp mt chng trnh hnh ng ph hp vi thc t Vit Nam v trin khai nhanh vic thc hin th nghim chng trnh . lm c vic ny, nn thnh lp mt u mi quc gia v nn kinh t s ho v thng mi in t bao gm i din ca nhiu B, nhiu ngnh v nhiu gii hi t c kin thc v s nhn nhn t nhiu gc cnh. 2.1.3. u t xy dng ngun nhn lc cht lng cao. c th p dng thng mi in t v Marketing Internet, bi ton hc ba i vi Vit Nam hin nay l chng ta cn pht trin mt ngun nhn lc c v s lng v cht lng. lm c iu ny, chng ta phi : Nng cao cht lng chng trnh o to tin hc v cng ngh thng tin cc trng i hc, trung hc dy ngh... c th o to mt ngun nhn lc cht lng cao, nht thit cn phi c mt i ng gio vin gii khong chng 15.000 n 20.000 ngi ph kn gio vin dy tin hc c trnh c nhn cho tt c cc trng trung hc c s v trung hc ph thng trn ton quc. Thm vo , cn b sung lin tc cc ging vin cng ngh thng tin cho cc trng i hc hnh thnh nhng th h sinh vin c hiu bit su sc v cng ngh thng tin v s dng cng ngh thng tin thc hin cc nghin cu khoa hc ca mnh. Nu lm c nh vy th c thy gii t s c tr gii. Nu ch hiu bit v tin hc v my tnh m khng c kin thc v Marketing, cng khng th no p dng c
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hot ng Marketing Internet Vit Nam. Hin nay, lc lng nhng ngi c o to chnh quy v Marketing nc ta ch yu l t khoa Marketing trng i hc Kinh t quc dn v mt s trng thuc khi kinh t nh i hc Ngoi thng, i hc Thng mi, i hc Khoa hc x hi v nhn vn... Lc lng ny cn qu t i v trong s li c rt t ngi c iu kin tham gia vo hot ng Marketing Internet. c bit trng i hc Ngoi thng d kin s a mn Thng mi in t vo chng trnh ging dy chnh thc. Thit ngh y cng l mt hng i ng n nhm trang b cho sinh vin - nhng nh kinh t tng lai ca t nc nhng kin thc b ch v hot ng kinh t cn kh mi m ny Vit Nam. Rt hy vng rng b mn Marketing cc trng i hc cng sm a vic ging dy Marketing Internet vo thc t. thnh cng trong vic s dng Internet trc tuyn, trnh ting Anh ca nhng ngi s dng cng i hi phi c hon thin hn na. B Gio dc v o to cn u t nhiu hn na i vi vic ging dy ngoi ng tt c cc cp hc. Chng ta cng cn phi ch trng vic o to nng cao trnh vi tnh, ngoi ng v s dng h thng thng tin phc v qu trnh qun l cho cc cn b cng nhn vin thuc cc B, cc ngnh... trong tt c cc lnh vc. Hin i ng Vit kiu lm tin hc ca chng ta kh phong ph v c nh gi l gii, nhiu ngi c trnh rt cao, l chuyn gia u n ca cc t chc tin hc trn th gii. Rt nhiu ngi trong s h c nguyn vng c ng gp tr tu cho t nc nhng cha lm c v ch trng v c ch chnh sch ca Nh nc ta cha r rng. Bi vy, chng ta cn
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c cc chnh sch u i to iu kin cho vic thu ht cht xm ca i ng ny. 2.1.4. Tuyn truyn ph cp kin thc v Internet. Vi c s vt cht thiu thn nh hin nay, chng ta khng c tham vng s lm cho c 80 triu ngi dn Vit Nam hiu y v Internet, song t nht, chng ta cng c th a chng trnh tin hc ti mi ni c th c. l vic cc cng s c h thng my tnh v ho mng Internet, l vic ging dy cc cp hc, l vic tuyn truyn trn cc phng tin thng tin i chng. Chng ta nn ghi nhn nhng hiu qu bc u ca cc chng trnh tin hc trn truyn hnh ca i truyn hnh Vit Nam, H Ni, Thnh ph H Ch Minh. Bng cch a cc bo ch, trung tm thng tin, tra cu ln mng, cc doanh nghip s bit dng Internet tra cu thng tin, tm bn hng... Kinh doanh thng tin thng mi thng qua thng tin gi c v th trng khng nh c gi tr ca n trong nn kinh t. Chng ta nn y mnh vic a dch v cung cp thng tin thng mi ln mng li ko cc doanh nghip kt ni Internet. Cc ni dung thng tin ny mun hp dn c nhiu ngi cn phi nhanh nhy, chnh xc v bao trm trn c nc. Cc ni dung thng tin v gi c, th trng th gii cn c cp nht thng xuyn p ng nhu cu trong nc. 2.1.5. u tin h tr cho cc doanh nghip va v nh. Hin ti, trong tng s cc doanh nghip ti Vit Nam, cc doanh nghip va v nh chim mt phn ln. y l mt lc lng kinh t c vai tr v cng quan trng i vi s pht trin kinh t ca t nc. Nhng doanh nghip ny c kh
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nng thch ng nhanh nhy nht i vi vic ng dng nhng tin b ca khoa hc k thut vo hot ng kinh doanh. Theo tnh ton ca cc chuyn gia Lin hp quc, vi vic ng dng cng ngh mi trong thng mi, cc doanh nghip va v nh s c u th trong vic gim chi ph, nng cao kh nng tip cn th trng, tip xc vi cc bn hng trn khp th gii v nng cao nng lc cnh tranh... khuyn khch cc doanh nghip va v nh tham gia tch cc hn vo thng mi in t ni chung v Marketing Internet ni ring, cc B, c quan Chnh ph, cc t chc xc tin thng mi... cn phi hp c hiu qu xy dng cc chng trnh xc tin nh : - T chc cc trin lm thng mi o hoc trin lm in t h tr v phc v cho phi on thng mi. - T chc v cung cp kp thi cc kt qu nghin cu th trng v cc bn hng thng mi cho cc doanh nghip va v nh thng qua th in t. - T chc cc cuc hi tho ton quc v thng mi in t v Marketing Internet cho cc nh xut khu. - Xy dng cc trung tm kinh doanh o trn mng Internet. - Tr gip, gp , c vn cho cc doanh nghip va v nh thng qua th in t. - Trnh by cc chin lc thnh cng v thng mi in t. - Trin lm cc sn phm xut khu trn mng. - Gii p cc cu hi v thng mi in t v Marketing Internet thng c nu ra nhiu nht.

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- Tuyn truyn, gio dc cho cc doanh nghip va v nh v cc li ch ca vic s dng Internet trong ton b tin trnh kinh doanh. - Hng dn cc doanh nghip va v nh v cc ngun thng tin v cc dch v h tr k thut. - Trong lc cn t cc doanh nghip xy dng trang ch cho ring mnh, cc hip hi ngnh ngh cn ch ng xy dng trang ch gip cc hi vin qung b, gii thiu sn phm. Vic pht trin Marketing Internet thnh cng ca cc hip hi s kch thch cc doanh nghip xy dng website cho ring mnh. Hin nay, ti Vit Nam, cc doanh nghip va v nh c th truy cp vo cc a ch sau tm kim thng tin v c hi kinh doanh cng nh c trang b nhng kin thc c bn v thng mi in t v Marketing Internet : www.vietrade.gov.vn : website ca Cc xc tin thng mi - B Thng mi chuyn cung cp cc thng tin thng mi nhm mc ch khuyn khch doanh nghip Internet phc v cc hot ng kinh doanh. www.smenet.com.vn : a ch website ca hip hi cc doanh nghip va v nh ca Vit Nam. www.vcci.com.vn : trang web ca Phng thng mi v cng nghip Vit Nam. www.thuongmaidientu.com : trang web ca trung tm thng mi in t Vit Nam, cung cp cc thng tin v tnh hnh thng mi in t trn th gii v Vit Nam (VEC). www.bpsc.com.vn : trang web ca trung tm dch v v h tr doanh nghip va v nh... s dng

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2.1.6. Ch trng pht trin h thng thanh ton in t. cc phn trc, chng ta cp n tm quan trng ca h thng thanh ton in t trong vic y mnh hot ng Marketing Internet Vit Nam. Chng ta cn nhanh chng trin khai vic xy dng v pht trin h thng ny. Thit ngh Nh nc v cc ngn hng cn phi hp cht ch to dng mt h thng thanh ton an ton, tin cy v chnh xc. Mt khc, c th a h thng thanh ton in t vo hot ng, yu cu t ra l ngi tiu dng phi c thi quen s dng th tn dng v hng ha phi c m thng mi thng nht trong c nc v ph hp vi tiu chun quc t. Nhng thc t l hin nay trn th trng hng ho bn l ca Vit Nam ch c khong 10% sn phm l c in m s m vch trn bao b. iu ny i hi Nh nc cn phi c quy nh c th v vn tiu chun ho cng nghip v thng mi ca hng ho Vit Nam, cn nhanh chng xy dng h thng m quc gia. 2.1.7. Xy dng h thng an ton thng tin trn mng. Hin ti cn rt nhiu doanh nghip v ngi tiu dng Vit Nam cn qu ch quan vi vn bo mt thng tin. H tin rng nhng thng tin ca mnh c bo v an ton ch bng nhng mt khu thng thng. Nhng thc t l cc hacker c th d dng ph b mt khu ny ch bng mt vi th thut n gin v hu qu gy ra sau l khng th no lng ht c. Chnh v vy, vn xy dng mt h thng bo v thng tin trn mng Internet l v cng cp thit. V p ng yu cu ny, cng ty pht trin phn mm
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VASC cho ra i v p dng th nghim mt dch v cung cp chng ch s VASC CA cho khch hng.
[7]

y thc s l

mt gii php cho an ton thng tin trong thng mi in t ni chung v hot ng Marketing Internet ni ring Vit Nam. Chng ch s - CA (Certification Authority) l mt tp tin in t dng trong cc giao dch trn mi trng mng chng thc cc i tng s dng, bo m an ton v bo mt thng tin. C th v chng ch s nh chng minh th in t khi giao dch trn mng bo m ng i tng giao dch cng nh bo mt ni dung thng tin. Vic cung cp chng ch s l mt khu kh quan trng pht trin thng mi in t. S ra i ca VASC CA l mt bc n u v cng ngh khi Chnh ph chp thun gi tr php l ca ch k in t trong giao dch in t th ngi s dng, nht l cc c xy dng trn cng ngh kho cng khai PKI (Public Key Infrastructure), VASC CA trnh c cc nguy c mt an ton thng tin. Dch v chng ch s c 3 loi : chng ch s cho c nhn, cho my ch v cho pht trin phn mm. Vi chng ch s c nhn, ngi s dng c th dng n trong cc giao dch trn Internet nh trao i th in t, tham gia cc giao dch in t, truy cp ti nguyn h thng (mng ring o, dch v cp quyn truy cp). Khi ng k, cc th in t gi i s c bo mt v chng thc v ni dung. Nu b xm nhp hay thay i v ni dung, ngi nhn s c thng bo v cc thay i. Chng ch s cho my ch gip tng tnh an ton, bo mt thng tin. Ngi dng truy cp vo s c bo m v tnh
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doanh nghip s khng phi ch i gii php k thut.

xc thc. V d, vi my ch cung cp dch v cho mt ngn hng v b hacker thm nhp, to lp website gi mo nh cp thng tin c nhn ca ngi dng nh s th tn dng, m s b mt (PIN) rt tin, trong trng hp khng c chng ch s th thit hi cho ngn hng v ngi s dng s rt nghim trng. Khi c chng ch s, h thng ny s t ng bo cho khch hng website ang truy cp khng phi l tht ngng cc giao dch. Mt phn mm c chng thc bng chng ch s gip ngi s dng xc nh c nh cung cp, trnh vic mua hay ti v my nhng chng trnh gi mo, thm ch l virus. Vic trin khai rng ri cc ng dng cng ngh chng ch s s to ra mt mi trng Internet kh an ton cho vic pht trin cc h thng ng dng thng mi in t. S pht trin ca chng ch s c coi l mt xu th tt yu trong pht trin kinh t x hi trong thi i k thut s.

2.2. Gii php vi m t pha doanh nghip.

2.2.1. V mt c cu v t chc 2.2.1.1.Hon thin cc k nng nghip v s dng Internet. Cc doanh nghip c nhu cu s dng Internet cao l cc doanh nghip hot ng trong cc lnh vc nh : Kinh doanh dch v v du lch, khai thc vn ho truyn thng v danh lam thng cnh ca t nc. Cc doanh nghip ny c khch hng phn nhiu l ngi nc ngoi hay Vit kiu nn vic kt ni mng s to c hi cho h ho nhp vi th trng rng ln qung co v gii thiu. Kinh doanh xut nhp khu c nhu cu tm kim bn hng, m rng kinh doanh. H rt cn cc thng tin nhanh, kp

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thi v gi c th trng trn th gii c quyt nh kinh doanh ng n. Kinh doanh cc dch v, sn phm cng ngh cao nh tin hc, in t vin thng ... i vi cc doanh nghip ny, Marketing Internet l mt cng c v cng c lc trong cch thc tin hnh kinh doanh. Do vy, c th ng dng tt Marketing Internet, cc doanh nghip cn xc nh cc bc i thch hp trong s dng Internet l : Th nht, phi trang b mt vn kin thc ngoi ng, ch yu l ting Anh do mi trng hot ng ca Marketing Internet phn nhiu di dng ngn ng ny. Nu i ng nhn vin ca doanh nghip khng lm ch c ting Anh th hiu qu s rt thp v ting Vit trong Internet l rt hn ch. Th hai, phi nhanh chng lm quen v s dng cc dch v Internet trong hot ng kinh doanh ca mnh. Trc ht l s dng th in t e-mail bi y l mt cch thc lin lc vi khch hng rt nhanh v r. Thng qua e-mail, doanh nghip c th truyn ti vn bn, hnh nh v trong tng lai, thm ch c m thanh... Th ba, doanh nghip c th tham gia trao i tin tc trn mng Internet, c th l theo mt nhm chuyn ngnh hp cc ch m doanh nghip quan tm. Bng cch ny, doanh nghip c th tin hnh nghin cu th trng, nghin cu sn phm, tip xc vi khch hng... Th t, khi thy mnh nng lc v trnh tham gia vo th trng mi m trn mng Internet, cc doanh nghip c th ch ng xy dng mt website cho ring mnh v
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iu quan trng l phi tn dng c mi li ch do website mang li. 2.2.1.2.Ci tin quy trnh qun l v c cu t chc. B phn lnh o doanh nghip cn nhn thc rng tin hnh hot ng Marketing trn Internet ng ngha vi vic chuyn nghip ho quy trnh qun l. Doanh nghip cn c nhng quy trnh kinh doanh v c cu t chc cn thit to s tin tng cho khch hng. Quy trnh qun l chuyn nghip y nn c hiu l doanh nghip cn c vi tnh ho trong tt c cc khu qun l trc y cn nng v s sch, giy t. Ngoi ra, hot ng Marketing Internet t ra cc yu cu rt cao v tc x l bao gm : x l thng tin khch hng, x l n t hng, giao hng v dch v hu mi. t c iu ny, doanh nghip phi c mt s v tr nhn s mi v c cu t chc mi, phn nhim r rng phc v cho knh Marketing ny. C th l cn c cc cn b qun l chuyn nghip trong doanh nghip iu hnh chin lc Marketing Internet thay cho vic giao cho cc cn b k thut cng ngh thng tin, nh trong phn ln cc doanh nghip Vit Nam hin nay. 2.2.1.3.i mi vn ho doanh nghip. ng dng Marketing Internet vo hot ng kinh doanh i hi doanh nghip phi lun nng ng, nhanh nhy, phn ng kp thi trc c nhng c hi cng nh c nhng ri ro ca th trng. Cc doanh nghip nn nhn thc r rng khch hng chnh l ngi quyt nh s thnh cng ca h trong thng mi Internet. Bi vy, cng hn lc no ht, doanh nghip cn
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lun tm nim rng Tin c th ra i nhng khch hng th phi li. V lm cho khch hng hi lng nht, cc doanh nghip Vit Nam cn thay i cch thc giao tip ng x vi khch hng. Ch c nhng cng ty ch trng vo dch v khch hng mi c th thnh cng trong hot ng Marketing Internet. C th l i ng nhn vin ca doanh nghip phi c tc phong lm vic cng nghip, bit phi hp vi nhau theo nhm, lch s v ho nh, cn trng nhng nhanh chng trong khu thng tin giao tip khch hng. Ngoi ra, cc doanh nghip lm vic trong mi trng Internet phi bit t ch tn ln hng u bi c lm nh vy h mi c th xy dng cng nh duy tr c s trung thnh ca khch hng (customer loyalty) - mt yu t quan trng quyt nh s thnh cng ca doanh nghip. 2.2.2. V mt nghip v Marketing 2.2.2.1.Thit k, xy dng website c cht lng. Khi tham gia hot ng Marketing Internet, dng website l iu rt cn thit song website thnh cng khng phi l iu d dng. Cc doanh nghip c th t thit k website cho mnh, tuy nhin, iu khn ngoan hn l thu mt nh t vn bn ngoi hoc mt cng ty thit k website chuyn nghip. Nhng d theo cch thc no, mt website c cht lng cng phi tho mn c cc yu cu sau y : Website phi c t chc cht ch v d s dng. Trang web nn s dng nhng t ng v on vn ngn gn d hiu thu ht ngi c. Khch hng s khng th theo di nhng qung co bn hng ca doanh nghip cng nh mua nhng mt hng m doanh nghip cung cp nu nh h
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vic xy

pht trin mt

khng th hiu nhng g m doanh nghip mun truyn t. C th doanh nghip cung cp nhng sn phm v dch v tt nhng s khng ai mua nu h khng bit doanh nghip ang bn nhng g hay khng th hiu c li ch m sn phm, dch v c th mang li. Doanh nghip phi gip khch hng hiu r nhng vn ny trong thi gian ngn nht bng cch cung cp thng tin y nhng ngn gn, c ng v gi kiu thit k c nh vi tt c cc trang con. Nhng thng tin m doanh nghip nn a ln trang web ca mnh bn cnh vic cho bn sn phm l : a ch, s in thoi, fax, a ch e-mail ca doanh nghip cng nh gii thiu tm tt v chc nng, ngnh ngh kinh doanh v nhng hot ng chnh ca doanh nghip. Trang web phi c kt ni ti cc site c lin quan v c thit k sao cho khch hng c th d dng khm ph cc ng link. Doanh nghip c th to cc ng link bng ch hay biu tng tt c cc trang con mi ngi c th xem tip hoc xem li m khng phi s dng n nt back hay forward ca trnh duyt. Trang Web cng nn c nhng ch thay th tt c cc ho v cc ng lin kt trong trng hp tu chn ho trong trnh duyt b tt hoc khi ngi s dng nhn nt stop trc khi trang c ti v y . Thi gian ti v phi nhanh. S dng ho trang tr cho mt trang web l tt nhng khng nn lm dng. Trong trng hp doanh nghip cn nhiu hnh nh v ho ln th nn c mt biu tng nh lin kt vi hnh nh , ng thi nhc nh ngi xem phi ch i. S dng video v audio trong trang web nh mt cng c bn hng c th l mt tng hay nhng cc doanh nghip Vit Nam khng nn s dng bi
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hin ti hu ht mi ngi vn ang s dng modem 28.8 ; 33.6 v 55.6 c tc ng truyn cn chm. Nhn t thi gian l v cng quan trng bi v mi ngi thng khng mun ch i lu khi vo mng. Nu trang web ca doanh nghip phi tn nhiu thi gian ti v th khch hng c th b i. Trang web phi c thit k sao cho c th d dng theo di qu trnh bn hng. Doanh nghip phi to iu kin khch hng hiu r nhng li ch m sn phm v dch v em li, cng nh cung cp cho khch hng phng thc t hng thun tin nht. Trang web phi m bo tng thch vi cc trnh duyt web khc nhau nh Internet Explorer hay Netscape v tt c cc cp phn gii. Cc trang web cn lp t h thng m s ln truy cp cng nh c s phn bit gia khch hng ln u truy cp trang web vi khch hng truy cp nhiu ln. Ngoi ra, cc doanh nghip cng nn xy dng trang web thu thp thng tin phn hi t pha ngi tiu dng. Nu lm c nh vy, trang web s l mt cng c Marketing v cng hu dng trong vic nghin cu th trng, khch hng v thng tin giao tip khch hng... Sau khi xy dng c trang web tho mn cc yu cu trn, bc tip theo l tm mt nh cung cp dch v Internet lp t website hon chnh. Cc doanh nghip phi m bo chc chn rng trang web ca h c ng k tn min v ng k trn cc h thng tm kim nh: Yahoo, Altavista, Infoseek, Vinaseek....V mt iu cng v cng quan trng l doanh nghip khng c t bng lng vi trang web
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ca mnh, m qun i vic phi lun cp nht thng tin kp thi trn web, thch ng vi tt c cc yu cu mi t th trng... Trang web l b mt ca doanh nghip trong giao dch trn Internet. c c s tn nhim ca ngi tiu dng v i tc, b mt y cn phi ng hong, to c cm gic thoi mi, thun tin. Nu ngay t by gi, cc doanh nghip Vit Nam tham gia kinh doanh trn mng u t, xy dng trang web tht hiu qu v cht lng, tin chc rng uy tn ca h i vi khch hng v ngi tiu dng s c ci thin ng k. 2.2.2.2. S dng c hiu qu Marketing Internet trong chin lc Marketing Mix ca doanh nghip. Chin lc Marketing Mix vi 4 yu t: sn phm, gi c, phn phi, ym tr c ngha v cng to ln, quyt nh s thnh cng ca mt doanh nghip. Vi s tr gip ca cng ngh Internet, ngy nay cc doanh nghip Vit Nam c thm mt cng c Marketing mi thc hin thnh cng chin lc kinh doanh ca mnh. Chin lc sn phm: Mi trng Marketing Internet vi nhng c im ring c ca n i hi cc doanh nghip phi xy dng mt chin lc sn phm ph hp. Xut pht t thc t thng mi Internet nc ta hin nay, c th nu ra mt s gii php nh sau: Cc doanh nghip c bit l cc ca hng o cn a dng ho sn phm ca mnh, ti a ho kh nng la chn ca khch hng. Trong hot ng Marketing Internet, nguyn l ny c trit p dng do chi ph

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b sung mt danh mc hng ho mi r hn rt nhiu so vi chi ph phi b ra cc ca hng tht. Sn phm cn c tiu chun ho v qun l cht lng hiu qu. Mua bn hng ho qua mng Internet c hn ch bi tnh o ca hng ho khi la chn. Nu sn phm khng c tiu chun ho v khng c s qun l cht lng, s khng c g m bo khch hng chc chn mua c sn phm c tiu chun cht lng nh m t trn mn hnh my tnh. Gii quyt tt vn ny chnh l gim tnh o ca hng ho khi la chn, ng thi khuyn khch ngi tiu dng yn tm mua hng ho theo phng thc ny. Chin lc sn phm trong Marketing Internet cn cn ch trng n dch v h tr khch hng, lm cho qu trnh mua sm tr nn d dng hn. Trong s cc sn phm c bn trn mng Vit Nam, ngoi nhng mt hng d tiu chun ho nh sch bo, bng a nhc... cn c nhng mt hng cha c tiu chun c th hoc kh tiu chun nh hng th cng m ngh... m bo cho khch hng la chn ng hng ho mnh cn mua, cc doanh nghip cn t chc mc h tr trc tuyn t vn cho khch hng. Ngoi ra, dch v h tr khch hng cn cn ch trng nng cp cc tnh nng tm kim, gip cho khch hng tm c sn phm mong mun nhanh nht. Doanh nghip cn ch xy dng v bo v nhn hiu v thng hiu sn phm ca mnh bi trong Marketing Internet, khch hng thng da chnh vo nhng yu t ny ra quyt nh mua hng. nhn hiu tr nn c uy tn, cng vic trc ht l phi ng k nhn hiu, thng hiu c php lut bo v c quyn. Nhng nhn hiu ny c c
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ngi tiu dng bit n hay khng cn ph thuc vo s qung co, khuch trng v t bn thn doanh nghip gy dng uy tn cho n thng qua qu trnh hot ng kinh doanh ca mnh. i vi cc doanh nghip ch chuyn kinh doanh mt chng loi sn phm nht nh nh hng dt may hay sch bo, bng a..., tnh c o l yu t rt quan trng. Tnh c o ca sn phm khng ch to ra i tng khch hng mc tiu m cn lm tng kh nng cnh tranh ca doanh nghip. V d nh, trong v s ca hng sch bo, bng a trn mng, iu thu ht khch hng n vi trang web ca doanh nghip l nhng quyn sch qu him, nhng a CD c o... m cc ca hng khc khng c. y l cch m ca hng sch o Amazon p dng v rt thnh cng. Chin lc gi: Hin nay, th trng Vit Nam, cc khch hng mua hng trn Internet vn ch yu l nhng ngi c thu nhp kh tr ln. Tuy nhin, trong tng lai vic mua hng trn mng ha hn s thu ht c ng o khch hng thuc cc tng lp khc nhau. Bi vy, vic la chn mt phng php nh gi ph hp l rt kh khn, thng thng bin php ti u l s dng linh hot cc phng php nh gi. Ngoi ra, khuyn khch khch hng mua hng trn mng, cc doanh nghip cn p dng cc chng trnh khuyn mi gim gi. Trong chng trnh im thng trn mng l mt cch Marketing rt c hiu qu. Khch hng s c tng im thng sau mi hnh vi h thc hin trn website ca doanh nghip, v d nh khi h mua sn phm trn trang web hay khi in vo mu thu thp kin phn hi khch hng...
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y l cch m GolMart p dng i vi khch hng ca h. GolMart quy nh mi 1000VND tr gi hng ho m khch hng mua siu th tng ng vi 1 im, s im ny s c tch lu n mt mc nht nh. Khi khch hng s c tng phn thng, qu tng... v tr thnh cc khch hng thn thit hay khch hng VIP ca siu th, c hng rt nhiu u i khc nhau. Mt khc, theo quy nh ca siu th, khch hng in vo mu thu thp kin phn hi s c hng chit khu 2% tr gi hng mua...

Chin lc phn phi: Mt im yu ca cc doanh nghip Vit Nam l rt hn ch trong phm vi phn phi hng ho. Bi vy, trc ht chng ta cn m rng cc i l phn phi hng ho ca doanh nghip ra nhiu a im khc nhau, khng ch b hp trong mt s thnh ph ln nh hin nay. Ngoi ra, cc doanh nghip y mnh doanh s bn hng trn mng, nn s dng chin lc phn phi kt hp bn hng vi cc doanh nghip khc. V d nh, Vit Tin ngoi vic qung co, bn hng trn trang web ring, c th s dng cc trang web ca cc ca hng o khc nh GolMart, VDCsieuthi... phn phi sn phm. Chin lc ym tr: Marketing Internet cung cp cho cc doanh nghip Vit Nam rt nhiu cng c xc tin, h tr kinh doanh nh qung co trn Internet, gi e-mail, gi Newsletter...

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Trc ht, y mnh hot ng kinh doanh, cc doanh nghip Vit Nam cn tin hnh qung co trn Internet di cc hnh thc nh t banner, logo... v ng k a ch website ca mnh trn cc cng c tm kim. Th hai, th in t theo yu cu l mt cch thc tip th rt c hiu qu m cc doanh nghip Vit Nam nn p dng. l nhng thng ip t doanh nghip gi theo yu cu ca khch hng v nhng chin dch bn hng v sn phm mi, ng thi sn sng ngng gi th nu khch hng yu cu. lm c iu ny, cc doanh nghip Vit Nam trc ht cn phi su tm t nhiu ngun khc nhau cc a ch hm th ca khch hng. Sau , khch hng truy cp vo trang web s lu li a ch e-mail ca mnh v danh sch khch hng ny s tr thnh ti sn ring ca doanh nghip. So vi th trc tip, th in t mang li hiu qu vi chi ph r hn nhiu do khng phi in ra giy v c th gi cng mt lc cho nhiu ngi. Cc doanh nghip cng cn lu nhng quy tc nht nh vit mt bc th in t tip th c hiu qu nh: chnh xc, ngn gn, r rng, chn tht, chn thi im gi th thch hp v thn trng vi nhng th gi km... Th ba, doanh nghip nn gi bn tin in t (Newsletter) n tt c cc khch hng thu ht h quay li trang web ca mnh. Nhng bn tin thng bo tin ng mc ch, ng i tng... s rt c ch i vi doanh nghip. Th t, doanh nghip nn a vo trang web cc tnh nng nh chat room, din n tho lun hoc gi tin nhn... nh l nhng cng c c hiu qu quan h vi cng chng. 2.2.2.3. a dng ho v nng ng ho cc hot ng Marketing trong thi i Marketing Internet.
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Kinh nghim thnh cng ca cc doanh nghip hot ng kinh doanh trn mng ch ra rng : thnh cng trong Marketing Internet c mt phn ng gp khng th thiu ca Marketing thng thng. Marketing Internet ra i khng nhm thay th m ngc li n mang tnh k tha cc nguyn l chung ca Marketing thng thng. Bi vy, y mnh hot ng Marketing Internet Vit Nam, cc doanh nghip cn a dng ho, phi hp c hiu qu cc cng c Marketing Internet vi cc cng c Marketing thng thng, c th l: Qung co v a ch website ca doanh nghip trn cc phng tin thng tin i chng khc nh tivi, i, bo, tp ch, t ri hay in a ch ny ln trn bao b ca sn phm... Thnh lp mt ng dy nng (hay trung tm x l cuc gi) h tr vic bn hng trn mng, gii quyt kp thi cc thc mc, khiu ni ca khch hng. Thc t l qua in thoi, doanh nghip c th gii quyt cc rc ri d dng hn thng qua e-mail, v c th tm ra nhng vn m giao dch trn Internet cha bc l. T chc cc cuc hi tho gii thiu v m hnh kinh doanh hay cc sn phm, dch v mi, qua c th lng ghp vic qung b a ch website cng nh hnh nh ca doanh nghip... Thc t cho thy y l mt cch thc quan h vi cng chng rt c hiu qu. Trn y ch l mt s gii php y mnh hot ng Marketing Internet nc ta. Thc t bao gi cng sinh ng, phc tp v bin i khng ngng. V vy, cc gii php ny tht s c hiu qu, i hi Nh nc Vit Nam
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cng nh cc ch th tham gia mng Internet phi bt tay hnh ng ngay t by gi a Internet v Marketing Internet tr nn gn gi hn trong cuc sng mi ngi Vit Nam.
3. Mt s kin ngh

3.1. V u t ti chnh (ngn sch)

bt tay vo lm bt k mt vic g, iu u tin khng th khng cn nhc l vn ngn sch. Tt c cc gii php nu trn ch c th c thc hin trong iu kin nng lc ti chnh mnh. Bi vy, cp v m, ngh Nh nc tip tc tng cng u t ngun vn cho pht trin khoa hc cng ngh, c bit l h tng c s cng ngh thng tin. Trong nhiu nm qua, c mt vn bc xc i vi Vit Nam l ngun vn u t ca chng ta cha c qun l v s dng c hiu qu. Do vy, song song vi vn chi thm ngn sch, Nh nc cn cn phi c k hoch qun l v s dng tt ngun ngn sch ny.

3.2. V hoch nh chnh sch v m.

Cc doanh nghip nc ta ch tht s an tm tham gia vo Marketing Internet khi h bit chc h c php lm g v lm nh th no. V vy, Nh nc cn sm ban hnh cc vn bn php l c lin quan, c th l sm cho ra i Php lnh thng mi in t Vit Nam. Mt khc, ngh thnh lp mt ban chuyn trch cng tc hoch nh chnh sch v m v thng mi in t, trnh tnh trng ban hnh cc chnh sch, quy nh chng cho, mu thun nhau gia cc B, cc ngnh. Trc khi ban hnh mt quy nh, vn bn php lut, ngh a ra trng cu kin hay t chc cc cuc i thoi
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gia doanh nghip vi cc t chc c lin quan trnh trng hp vn bn php lut a ra khng ph hp, gy kh khn cho cc ch th tham gia.

3.3. V u t pht trin ngun nhn lc cht lng cao.

Chnh con ngi ch khng phi cc cng c k thut l yu t quyt nh s thnh cng ca chin lc Marketing Internet. Do , ngh Nh nc tip tc u t ngn sch cho o to, gio dc cng nh ban hnh cc chnh sch u i thu ht nhn ti. V d nh u t, ph cp vic ging dy tin hc v Internet n cc trng hc t cp tiu hc, trc mt l cc thnh ph ln; phi hp vi cc t chc, trng i hc danh ting trn th gii cp hc bng, o to i ng lm Marketing Internet c trnh cao....

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Kt lun
Khi trang web u tin trn th gii ra i vo cui nm 1990, tc gi Tim Berners - Lee mi ch c tng kt ni cc my tnh c nhn trn th gii mi ngi u c th d dng s dng c s d liu chung. Vt xa khi tng ban u ny, ngy nay, mng Internet khng ch l kho thng tin khng l m tr thnh mt cng c Marketing y quyn lc. ng dng Marketing Internet tr thnh xu th tt yu trong k nguyn thng tin. Vit Nam ang ht sc n lc a Marketing Internet tip cn gn hn vi hot ng kinh doanh ca doanh nghip, thm nhp su hn vo i sng tiu dng ca ngi dn Vit Nam. Chng ta khng th ph nhn nhng kt qu rt ng khch l ca hot ng Marketing Internet ti Vit Nam trong 6 nm qua. Cc trang web bn hng trc tuyn, cc hot ng qung co trn Internet... ngy cng phong ph v sinh ng. Marketing Internet ha hn s tr thnh mt phn khng nh ca thng mi Internet ni ring v thng mi ni chung Vit Nam. Tuy vy, chng ta cng ang phi i
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mt vi nhng kh khn v iu kin mi trng v m cho hot ng Marketing Internet cn yu km, thiu tnh ng b, nhn thc ca cc doanh nghip v ngi tiu dng v Marketing Internet cn thp... Trc nhng tr ngi ny, tt c cc ch th tham gia bao gm Nh nc, doanh nghip v ngi tiu dng Vit Nam cn hp tc v ht sc n lc Marketing Internet tht s tr thnh mt cng c h tr kinh doanh c lc, gp phn a nc ta sm tip cn nn kinh t tri thc. Bn cnh nhng gii php v m t pha Nh nc nh tip tc u t xy dng h tng c s cng ngh thng tin, hon thin h thng php lut..., cc doanh nghip cng cn t mnh hon thin cc k nng nghip v s dng Internet, i mi vn ho doanh nghip... thch ng tt nht vi mi trng kinh doanh mi m ca Marketing Internet. Thng tin trn Internet dnh cho tt c mi ngi, nhng ch mang li li ch cho nhng ai bit s dng n tt nht. Mi doanh nghip u c c hi ngang bng nhau, nhng iu ct yu l phi bit tn dng ti a cc tin ch ca cng ngh Internet thnh cng.

Ti liu tham kho *Ting Vit:

[1] Lan Anh, Doanh nghip v cng ngh thng tin:cha gp nhau, Thi bo kinh t Si Gn, s 30 ngy 18/7/2002, trang 21-22. [2] Cc xc tin thng mi (VIETRADE), B Thng mi, Ti liu tham kho thng mi in t, 9/2002. [3] PGS.TS V Ngc C, Thc s Trnh Thanh Lm, Thng mi in t, Nh xut bn Giao thng vn ti 2001.

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[4] V Mnh Cng, Phm Thanh Lm, Nguyn Thu Linh, Cc dch v Internet gia tng gi tr, Nh xut bn Bu in 12/1999. [5] Nh Dng, Pht trin thng hiu bng thng mi in t cng GolMart, Tp ch Tin hc v i sng 5/2003, trang 19 [6] Nhm tc gi Elicom, Qung co trn Internet, Nh xut bn H Ni 2000. [7] Phi Giao, Chng ch s - gii php cho an ton thng tin trong thng mi in t, Tp ch Tin hc v i sng 9/2002, trang 19. [8] TS. Lu c Hi, ng dng thng mi in t Vit Nam, Nghin cu kinh t s 294 thng 11/2002, trang 53-61. [9] Nguyn Xun Hi, Mt s phng php tm kim i tc v thu ht khch hng qung b website, Tp ch Bu chnh vin thng k II thng 9/2003, trang 25-27. [10] L Minh Hiu, Siu th in t - Ngi bn thm d, ngi mua bng quan, Th gii Thng mi s 2, ngy 16/8/2003, trang 23. [11] B Honh, Lm g pht trin thng mi in t, Tp ch Thng mi s 29/2003, trang 2. [12] Hc vin Hnh chnh Quc gia, Thng mi in t, nm 2003. [13] V Quc Khnh, doanh nghip va v nh tham gia thng mi in t, Tp ch Tin hc v i sng 9/2002, trang 18. [14] Nguyn Bch Khoa, Marketing thng mi in t, xut bn Thng k 2003 Nh

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[15] Ths. Nguyn Huyn Minh, Trn Hoi V, M hnh Marketing Mix trong thng mi in t, Tp ch Kinh t i ngoi, Trng i hc Ngoi thng, s 1/2002, trang 74-81. [16] TS. Nguyn Vn Minh, Trn Hoi Nam, Giao dch thng mi in t - mt s vn c bn, Nh xut bn Chnh tr Quc gia 2002. [17] Trnh L Nam, Nguyn Phc Trng Sinh, Thng mi in t cho doanh nghip: c B2B ln B2C, Nh xut bn Khoa hc k thut 2001. [18] V B Ph (V k hoch, B Thng mi), Thng mi in t: hu nh cha c g, Thi bo Kinh t Si Gn s 30, ngy 18/7/2002, trang 25. [19] Tp ch Bu chnh vin thng k I thng 9/2003, H tng c s cng ngh thng tin v truyn thng Vit Nam, trang 15. [20] Tp ch Bu chnh vin thng k II thng 8/2003, Php lnh Thng mi in t -C s php l cho cc hot ng thng mi in t ti Vit Nam, trang 8-11. [21] Tp ch Bu chnh vin thng thng 7/2003, 20 quy tc vit th in t tip th B2B mt cch hiu qu, trang 28-29. [22] Tp ch Ngoi thng s 21,22, Trin vng pht trin thng mi in t. [23] Tp ch Tin hc v i sng 12/2002, Bng pht thng mi in t Trung Quc, trang 22. [24] Th trng v tiu dng s 5/2003 (129), Nm nh i ch, trang 14-15. [25] Th trng v tiu dng s 5/2003 (129), No nhit ch o, trang 16-17

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[26] Trn L Thu, Khi doanh nghip vi tnh ho, Thi bo Kinh t Si Gn s 30, ngy 18/7/2002, trang 23. [27] Lu Ngc Trinh (ch bin), Bc chuyn sang nn kinh t tri thc trn th gii hin nay, Nh xut bn Gio dc 2003. [28] Trung tm thng tin Bu in, mng Vitranet, Hi thng tin t liu khoa hc cng ngh Vit Nam, B quyt thng mi in t - Hng dn xut khu cho cc doanh nghip va v nh, 2003. [29] PGS.TS L nh Tng (ch bin), Gio trnh Marketing l thuyt, Trng i hc Ngoi thng, Nh xut bn Gio dc 2000. [30] PGS.TS Nguyn Trung Vn, Bn v Marketing Internet, Tp ch Kinh t i ngoi, Trng i hc Ngoi thng, s 2/2002, trang 68-73. [31] Hong Yn, 10 b quyt tng doanh thu trn mng, Tp ch Bu chnh vin thng k II thng 6/2003, trang 23-27. *Ting Anh : [32] George E. Belch & Michael A. Belch, Advertising and Promotion, Irwin/McGrawhill 1998. [33] F. Robert Dwyner - John F.Tanner, Business Marketing, Irwin/McGrawhill 1999. [34] David Kosiur, Understanding Electronic Commerce, Microsoft Press 1997. [35] Corey Rudl , The insider secrets to Marketing your business online. [36] World Bank, Vietnam: ICT Assessment / Final Report 1528/9/2001.

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*Ti liu truy cp trn mng Internet: [37] www.bvom.com/news/vietnam/cat/index.asp?.this=14 [38] http:// www.golmart.com.vn [39] http:// www. thuongmaidientu.com [40] http://www.viettien.com.vn [41] http:// www. vnexpress.net/vietnam/vitinh/ [42] http:// www.vnnic.net.vn/ [43] http:// www.vnpt.com.vn http://

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