2. INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chu'cng trinh Cao hoc Quan trj kinh dcanh Qudc t l
BAN KHOA LUAN NAY O l / a C NOP CHO
TRL/ONG DAI HOC IRVINE (MY)
VA
KHOA QUAN TRj KINH DOANH HSB
(DAI HOC QU'OC GIA H A NOI)
BAN KHOA LUAN LA MOT PHAN BAT BUOC
TRONG CHU'aNG TRJNH D A O TAO THAC SY QUAN TRI KINH DOANH QUOC T£
THANG 10. 2006

3. Phi duyet cua Chinmg trinh Cao hgc quan tri kinh doanh quoc ti
Chu nhi^m chirang trinh
Toi ac nhan ring ban khda luaii nay da dap ixng dugc cac yeu cau cua mpt khoa luan tot nghiep
thupc chuang trinh dko tao Thac sy Quan tri kinh doanh.
Chii tich Hoi dbng
Chung toi, ky ten dirdi day xac nhan rang chOng t6i d3 doc loan bo khoa luan nay va cong nhan
ban khda luan hoan toan dap img c ^ tieu chuan cua mpt khoa luan Thac sf quan tri kinh doanh.
Megh Shettyj H^ Nguyen
Ciao vien hirdnK/dan I Giio vien hudng din 2
Cdc thanh vien Hoi dong
(Xep thu tir ten theo bAng chij cai)
M.Ui)£.'.Y.../^.6Cc../iw/
hCQ.MM..SM.a:)
m...Mu£N
.'iM.M.'^.JMO.m....
y.isfi.iify.jn

4. CAVliKET
Idi xin cam ket rang ndi dung eua ban khda luan na ehu'a duae nop eho bat ky mdi elurang
trinh cap bang cao hoe nao cung nhu bay ky mot chuang trinh dao tao cap bang nao khae.
Tdi cung xin cam ket them rang ban Khda luan nay la no lire ca nhan cua tdi. Cac ket qua.
phan tieh. ket luan trong khda luan nay (ngoai cac phan dugc trich dan) deu la ket qua lain
iec eiia ea nhan tdi.
Chu ky eua luic vien
OO DUYCHi

5. Loi cam (rn
Trudc tien tdi mudn gui Idi cam on tdi giang vien Megh Shetty. giang vien Ha Nguen. trg l_'
Nguen Hdng Ha va cac giang vien trong khoa quan tri kinh doanh - HSB dai hoe qude gia hla
ndi. da truyen dat va giup da tdi ed nhieii kien thuc de hoan thanh tot de tai na}.
Viec hoan thanh de tai nay nhd vao tai lieu eua nhieu nha nghien cuu khoa hoc eua Viet Nam
va nude ngoai viet ve xay dung thuong hieu. Tdi xin gui Idi cam on tdi cac tac gia Nguyen
Canh Chat. Nguyen Qude Thjnh. Nguyen Thanh Trung. Richard Moore. Le Anh Cudng va
nhieu tae gia khac.
Tdi mudn cam on cac dong nghiep. can bo nhan vien Cdng ty Thep Thanh Binh H.T.C ngay tir
dau da ho trg mgi dieu kien de tdi hoan thanh ndi dung de tai nay.
Ve tai lieu va su tu' van trinh bay noi dung sao eho phu hop tdi mudn cam on cac giang vien va
trg ly giang vien hudng dan.
Cudi cung tdi xin gui Idi cam on tdi nhung ngudi da hd trg tdi nghien cuxi va thuc hien de tai
nay. (Viae du luc dau tdi cdn hoan toan mo hd ve thuong hieu. song giang vien Megh Shetty va
giang vien Ha Nguyen van nhiet tinh hudng dan. giup do tai lieu, gidi thieu rat nhieu noi ^.limy.
de tdi sang to van de va dat dugc ket qua tot dep nlur trong de tai tdi the hien.
Tdi se mai biet on tat ca nhung ngudi da chu dao cung nhu nhung ngu"di da tung nhiet tinh
giup da tdi trong sudt hon mot thang qua de tdi hoan thanh dugc ndi dung de tai nay.
Ha ndi ni^av 20 thanu 10 nam 2006
Tac uia.
Do DUN ChilTh

6. 2.4.3 - Tom Urge eo hd' ^a thaeh thire. diem >eu va diem nianh cua 2^)
Cdng t Thep Thanh Binh H.T.C
2.4.4 - Cac an de rut ra tir phan tieh iren eho ke hoaeh marketing cua 3I
Cdng t Thep Thanh Binh H.T.C
2.4.5 - Muc tieu ehi^n luge tir 2006 den 2010 eua Cdng ty Thep Thanh 31
Binh H.T.C
2.4.6 - Khach hang muc tieu cua Cdng ty Thep Thanh Binh H.T.C 32
2.5 THtJC TRANG XAY DU'NG THUONG Hl£U TAI CONG TY THEP THANH ;^.
BINH H.T.C
2.5.1 - Khai quat chung tinh hinh xay dung thuong hieu tai Thanh Binh 33
2.5.2 - Danh gia thu'c trang iec xa.)' dung thuong hieu tai Thanh Binh 33
2.5.3 - Chien luge xay dung thuong hieu eua Cdng ty Thep Thanh Binh 37
H.T.C
CHUONG 3:
Cac gia! phap thuc hien thanh cong chien luoc xay dirng thuong hieu
3.1. CAC GIAI PHAP N H A M X A Y DU'NG T H A N H CONG CHIEN LUOC THUONG 4]
HIEU
3.1.1- Can xac dinh va nam wung dac diem, tinh hinh ddi thu eanh tranh 41
3.1.2 - Nam virng dac diem tarn ly khach hang va khach hang muc tieu 43
3.1.3 - Ludn dinh hudng dung muc tieu ehien luge 46
3.1.4 - Xay dung va quang ba sau rdng hinh anh Thanh Binh H.T.C 47
3 . 1 . 5 - Thuong xuyen eung cap san pham dam bao chat lugng chuan 49
3.1.6 - Nang cao chat lugng dich vu va phuc vu khach hang 51
3.1.7 - Can tap trung thuc hien tdt mot sd ndi dung trong qui trinh xa 52
dung va phat trien chien luge thuong hieu
3.1.8 - Thuang xuyen kiem tra, giam sat qua trinh thuc hien muc tieu 't 53
ke hoach ehien luge xay dung phat trien thuang hieu
3.1.9 - Thanh Binh can ed ke hoaeh hanh dong phii hgp 54
3.2. NHIJNG HAN CHH CUA KHOA LUAN VA HUONG NGHIEN CUU IIEP THEO 54
3.3. KET LUAN 55

7. Phani: Mo dau
1 - Su can thict cua nghien cuu dc tai
Chu'a huo gid Thuxmg hieu lai tro thanh mot ehu de thai sir ma dtrgc cac doanh nghiep. cae co-
quan quan ly nha nu'dc. cae hiep hoi quan tam mot cac dac biet nhu hien na. Da la doanh
nghiep ihi khdng cd nidt doanh nghiep nao khdng bd edng sue a lien cua de xa dung du iri
va phat trien thuang hieu (trir doanh nghiep chup giat. lira dao).
Cae doanh nghiep tren the gidi lir lau da nhan biet sau sac rang thuang hieu la phu'ong lien ghi
nhan a the hien thanh qua c.ua doanh nghiep. .no nang .cao Lgi.th£vcanh_tranh. va dem lai su.phai
trien ben vung eho doanh nghiep. khdng nhung the thuang hieu la mgl tai san hel sire Lo Ian.
Vi du nhu thuang hieu Coca-Cola dugc djnh gia 67 ty USD. Mierosott - 56.9t. IBM- 56 ty.
v... (.) Viet Nam mot so thuong hieu cung da dugc dinh gia va chuyen nhugng. chang ban kern
danh rang Da Lan duge hang Colgate cua My mua lai vdi gia xap xi 3 trieu I'SI).*
Xep hgni 10 thuang hieu ndi tieng nhdt the giai 2006
Xep hang Cdng ty Tru sd Gia tri thuang hieu (trieu USD)
2006. 2005 2006 2005
I I Coca-Cola HoaKy 67.000 67.525
2 2 Microsoft HoaKy 56.926 59.941
3 3 IBM HoaKy 56,201 53.376
4 4 GE HoaKy 48.907 46.996
5 5 Intel HoaKy 32.319 35.588
6 6 Nokia Phan Lan 30.131 26.452
7 9 Toyota Nhat Ban 27.941 24.837
8 7 Disney Hoa Ky 27.848 26.441
9 8 McDonald's HoaKy 27.501 26.014
10 II Mercedes-Benz Due 21.795 20.006
Ngiidn: Business Week/Interbrand - Nha quan ly sd 38. 8.2006
Mae dii vay. vdi nhieu doanh nghiep trong nude. iec tao dung va quan tii thuang hieLi an
cdn la nipt van de a la va mdi me. Khdng it doanh nghiep chi cham chul san xuai ra ^an pham
ma ehua khai thac. tham chi dc lang phi. mat mat tai san khdng Id dn cd da khdng hoac elura
xav dinig duoi: thu'ang hieu. Mot sd doanh nghiep khae cjuan niem don giun. ILSO dung thuong
'•' .:^iidn Le anh Cmmg 2003 "Tao dung va c/ua/i iri finrovg hieu - danh tiew^ va h/l nhiuin ".'.'B Lao
d(h}v udni 2003

8. hieu ehi ihuan tuy la dat eho san pham mot cai ten. khdng nhan thirc da du du'ge rang de ed
mot ihuxrng hieu ed gia tri thi do la ea mot i.]Lia irinh hen bi. di nhCrng no lire lien Uic a can
dugc trg giup bdi cac phu'ong phap va ky nang chuyen biet.
(^ua thire tien ciia nhieu doanh nghiep eho tha a co the ndi xa dung thucTug hieu tdt thi kinii
dt)anh tdt. f<dt cue. neu ehimg ta khdng ed thuong hieu Idn. thi se khdng co danh liong a Igi
nhuan. khdng the eanh tranh va tham chi khdng the ton tai..
Xciv dung Thu'ong hieu ira ed y nghia khoa hoc vira ed y nghia thue tue tien rat cao eho doanh
nghiep ndi cluing a cung nhu' ddi di Cdng t} 'I'hep Thanh Binh 11.1'.C" ehimg idi. XLUII phat lir
nhan thue iren. Tdi lua ehgn de lai " Xay dung thuong hien - nghien cuu tinh hudng fat Cdng
ty Thep Thanh Binh HTC lam khoa luan tdt nghiep chuang trinh cao hoe quan tri kinh doanh
qude te eho minh. Vdi mong mudn dugc ap dung nhung kien thue da tiep ihu dirge qua khoa
hoe. ciing vdi kien thue thu dugc qua thuc te de phan tich va danh gia de xuat eac giai phap
trong viee xay dung Thuang hieu eua Cdng tv Thep Thanh Binh H.T.C trong thai gian tai.
nham giiip Cdng ty nang cao kha nang eanh tranh trong mdi trudng kinh te hoi nhiip.
2 - Muc dich nghien cuu de tai
Cung cd va nang cao nhan thue c ly luan thuang hieu ndi chung. dac biet la an dc a dung
du Iri va phat trien thu'ong hieu.
Van dung cd hieu qua ly luan vao thue tien. dac biet la ung dung cd hieu qua a a qua trinh a
dung, duy tri va phat trien thuang hieu eho Cdng t Thep thanh Binh 11. l.C.
3 - Muc tieu de tai
Nghien euu lam rd ea sa ly luan ve ihuang hieu. ndi dung xa) dtrng. duv tri pluii trien ilurong
hieu.
Nghien euu lam rd thire trang xay dung thu'ong hieu cua C"dng t ihep Ihanh Binli H. I .('.
( ae giai phap nham nang eao hieu qua xa dung. du> iri a phal trien ihuoiig hieu lai ( on- u
ihep Ihanh Binh HTC ndi rieng cung nhu cae doanh nghiep 'iet Nam IHM chunu.

9. 4 - rhmrn*»pt!3p njiRT^n cuu
4.1 Phuang phap chu} en gia. tir van.
lOe khoa luan dat chat lugng mong mudn khoa luan su'dung phuxnig phap ehuen gia tir an kei
hgp di khao sat. thu thap. phan tieh thdng tin sa eiip a thir cap.
4.2 Plurong phap nghien euu. thu thap dil lieu qua eac tai lieu.
Tai lieu nghien cuu la ngudn thdng tin 'd ciing quan trong. giiip eho ban than cd long hgp kien
thue da chieu ve ly luan. tren ea sd de so sanh a rut ra cae van de trong tam phue vu eho ndi
dung khoa luan.
5 - Ket cuu noi dung khoa luan
Chuong 1: Co' so* ly luan ve ThuoTig hieu
1.1 Su can thiol eua thuang hieu.
1.2 Khai niem ve thuang hieu.
1.3 Cac chire nang tlurcrng hieu.
1.4 Cae dac tinh ihiroiig hieu.
1.5 C/ia trj thuang hieu.
1.6 Cae birde xay dung thuang hieu
Chuong 2: Tinh hudng Xay dung Thuong hieu cua Cong ty Thep Thanh Binh HTC
2.1 Tdng quan mdi irudiig vi md
2.2 Tdng quan nganh thep.
2.3 Tdng quan ve cdng ty thep Thanh Binh HTC
2.4 Ke hoach Marketing C:dng ty thep Thanh Binh IITC giai doan 2006-2010
2.5 Thue trang xay dung thuong hieu tai Cdng l thep Thanh Binh HTC.
Chu'ong 3: Giiii phap thuc hien va ket luan
3.1 Cac giai phap nham thuc hien thanh cong chien luoc ay dung thuong hieu.
3.2 h u n g han che ciia khoa luan.
J>3 Ket luan.

10. PHAN 2: NOI 1)1 NG KHOA LI AN
• *
cmoNc; 1: CO'so LV LL AN Tni()(, UIVA
L I' Sir cdn thief cua thu'trnq hieu.
Mot eau hoi that hien nhien. Tai sao thuang hieu lai quan trgng'.' Thuang hieu co vai tro gi ma
lam eho ehung cd gia in Idn nhu vay ddi vdi cac doanh nghiep? Vai trd quan trong cua thuang
hieu ddi vdi ea khaehihang lan ban thdnicac cdng ty dugc the Ifiieoitreni nhic:u khiaicanh.
1.1. /- Vdi khach hdng, ngitdi tien dung
Thuong hieu giup ngudi mua tim kiem nhanh san pham (hang hda. djeh vu). giam chi phi thai
gian trong viec mua sam; Thda man ve tam ly trong hanh vi mua sam; Tranh bj lira ddi. gian lan
trong mua ban: Cd the dugc dam bao vdi eac dich vu cham sdc sau mua; Xae dinh dia ehi bao
ve quyen Igi chinh dang cua minh.
Mdi quan he giua thuang hieu vdi khach hang cd the dugc xem nhu mot kieu cam ket hay giao
keo. Khach hang dat niem tin va su trung thanh ciia minh vao thuang hieu va ngam hieu rang
bang each nao dd thuang hieu se dap lai va mang lai Igi ich eho hg. thuc chat, cae Igi ieh nay
dugc khaeh hang cam nhan mot each rat da dang va phong phu. Cae thirang hieu ed the xem
nlur mgl edng eu bieu tugng de khach hang tu khang dinh gia tri ban than. Vi du: Vdi mot sd
ngudi lai mong mudn hinh anh mot thuang nhan nang dong va thanh dat vdi ehiee xe Mercedes
ddi mdi.
Thirang hieu ed the lam giam rui ro khi quyet dinh mua va tieu dimg mot san pham. Cd nhieu
kieu riii ro ma khach hang cd the gap phai:
1. Rui ro chifc nang'. San pham khdng dugc nhu mong mudn.
2. Rui ro va! chdl: San pham de dga sue khoe hoae the luc cua ngLrdi sir dung hoae nhung
imudi khac.

11. 3. Rui ro lai chinlr. San pham khdng nrong xi'rng di gia dii Ira.
4. Rui ro xd hoi: San pham khdng phii hgp vdi van hoa. tin ngudng hoae chuan nurc dao
dixc xa hoi.
5. Rui ro ic'im ly: San pham anh huong den sue khoe tinh than eua ngudi su dung.
6. Rui ro th(ri gian: San pham khdng nhu mong mudn dan den mat chi phi ca hoi dc lim
san pham khac.
Mac dii khach hang cd nhung each khac nhau de xir ly nhCrng rui ro nay. nhung chae ehan ed
mgl each ma hg se chgn, dd la chi mua nhung thuang hieu ndi tieng. nhat la nhung thuang hieu
ma hg da cd nhCrng kinh nghiem tdt trong qua khu. Vi vay. thuang hieu ed the la mot edng eu
xu ly rui ro rat quan trong.
Tdm lai. vdi khach hang, y nghia dae biet cua thuang hieu la cd the lam thay ddi nhan thue va
kinh nghiem cua hg ve eac san pham. San pham gidng het nhau cd the dugc khaeh hang danh
gia khae nhau tiiy thude vao sir khac biet va uy tin ciia thuang hieu hoae cae thude tinh eua san
pham. Thuang hieu gdp phan tao ra mot gia trj ca nhan, mot cam giac sang trgng va dugc tdn
vinh eho ngudi tieu dung. Thuc te. mot thuang hieu ndi tieng se mang den eho khaeh hang mot
gia tri ea nhan nao dd trong edng dong. lam eho ngudi lieu dimg cd cam giac duge sang trgng
hon. ndi.bat han.,ed danjj.cap-hon.va dirac tdn.vinh.hon.khi tieu dunjj.hane,.hoa.manii.thuonL'
hieu da.
1.1.2 Vdi Cdc doanh nghiep
Ddi vdi eac doanh nghiep. thuang hieu ed rat nhieu vai trd quan trgng nhir: Cdng tv cd dieu
kien tao dung dugc nhdm khach hang chung thiiy: Thuan Igi han trong viec ma rdng thi trudng.
md rdng va phat trien eac tuyen san pham. da dang hda eae loai hinh san xuat - kinh doanh -
dich vu.
Ddi vdi doanh nghiep thuang hieu cdn cd mot sd vai trd quan iigng sau:

12. - Tao dung hinh anh doanh nghiep. dira san pham vao trong tam tri ngudi lieu dung a ihdng
qua da khaeh hang lua ehgn hang hoa bang su cam nhan cua minh:
- Phan doan thj trudng. tao su khac biet trong qua trinh phat trien san pham.
- Cam kt^t mot tieu chuan hay dang cap chat lugng eiia mgl san pham va dap img mong nuidn
cua khaeh hang, giup hg tim ki^m. lira ehgn san pham mot each de dang, thuan tien.
- Ldng trung thanh vdi thuang hieu cua khach hang eho phep edng ly du bao va kiem soai thi
trudng.
- Cho phep edng ty bao ve hgp phap nhung dae diem, hinh thue dae trung. rieng ed eua san
pham. ed the dirge bao hd doc quyen sd hiTai iri tue. dem lai tu each hgp phap eho ngirai sa huu
thuang hieu. Hon nua. nd tao nen mot rao can, gay khd khan eho cac cdng ly khae mudn xam
nhap thj trudng. ve khia eanh nay, thuong hieu cd the duge coi nhu mot each thuc huu hieu de
dam bao Igi the eanh tranh.
Trong phan binh ehgn thudng nien "Cac cdng ty dugc ngudng md nhat nude My" eua minh, tap
ehi Fortune nam 1996 da tuyen bd rang: *'Cd mot ten tiidi l&n duae xem nhit vtl khi ca ban
trong eanh tranh *
Ddi vdi thi tritang va lioat dong quan ly thi trudng.
Tao mdi trudng canh tranh lanh manh. on dinh: Giam thieu a loai bo nhung hanh vi phi an
hda trong kinh doanh; Tao thuan Igi eho edng lac id ehue quan ly thi trudng. xu ly ihoa dang
nhung hanh vi eanh tranh khdng lanh manh va gian lan thuang mai: Tao can cir eho viec xav
dung chinh sach hiru hieu bao ve quyen Igi chinh dang ciia cac ben tham gia thj trudng.

13. Bang I. I- I'ai (ro cua ihmrng hieu ddi vm f<hacli hang va doanh ni^hicp
Khach hang
• Xac dinh nguon goc xuat u cua san pham
• Quy trach nhieni cho nha san uat san pham
• Giam ihieu rui ro trong tieu dimg; Tiet kiem chi phi tim kiem
• Khang dinh gia tri ban than:Yen tam ve chat lugng
Doanh nghiep
• Cong cu de nhan dien va khac biet hoa san pham
• La phuong tien bao ve hgp phap cac Igi the va dac diem rieng co cua san
pham
• Khang djnh dang cap chat lugng truac khach hang
• Dira san pham an sau vao tam tri khach hang
• Nguon goc cua Igi the canh tranh. goc cua Igi nhuan
• Phan doan thj truang. tao su khac biet trong qua trinh phat trien san pham.
Ngudn: Le Anh Cudng" Tao dung vd quan tri Thmyng hieu - danh tieng va hri nhuan
NXB Lao dong 2003
1.2 - Khai niem ve tliirong hieu
1.2.1 - Ouan diem ve khai niem fhuoti^ hieu
Thuang hieu da xuat hien each day hang the ky vdi y nghia de phan biet hang hda cua nhii san
xuat nay vdi hang hda eua nha san xuat khae. Tren cae phuang lien thdng tin dai chung. lai eae
dien dan eiia mot sd hdi thao va nhieu tai lieu tham khao khac, chung ta da bat gap nhieu dinh
nghia ve thuat ngir " thuang hieu".
Theo Hiep hdi Marketing Hoa Ky* :
Thuong hieu la *'nidt cai ten, td ngCi; ky hieu, bieu tugng, hinh ve thief ke,... hoac tap ho
cdc yen td tren nhdm xac dinh vd phan biet hdng hda, dich vu ciia mot ngudi hoac mdf nhdm
ngudi ban vdi hdng hda vd dich vij cua cdc ddi thu canh tranh ".

14. Theo chit giai thuat ngu ihuxrng hieu eua Richard Moore^^^^^ :
'"Thuong hieu la tdng hap tdt cd cue yeu td vat chat, tham my, ty le vd cam xuc cua mot san
pham, Iwac mdf dong san pham, bao gdm ban than san pham, ten ggi, logo, hinh anh vd mgi
siv the hien liinh anh, dan qua thai gian duac tao divng rd rdng trong tdm tri khach hdng
nhdm thief lap mot chd dung tai dd'
Trong eae van ban phap quy eiia Viet nam ehi thay tdn tai thuat ngu ' nhan hieu hang hda'.
Trong pham vi de tai khoa luan nay. Tdi quan niem:
Thuang hieu chinh Id uv tin cua san phdnt dich vu do doanh nghiep cung cap den ngudi lien
dimg vd Ivnh anh v ^ san plidm. dich vu hoac doanh nghiep duac luu lai trong ton? tri ngudi lieu
x
dimg thdng qua nhan hieu hdng hod, kieu dang cdng nghiep, (en ihuang mai. chi dan dia ly. ten
goi xuat xii hoac cdc yeu Id khac nhu doan nhqc. cdu khdu hieu....
Xet ve ban-ehat. ehucnang: thuanghreu ctugcxay dung ehu yeu nham'giiip'khaehmhang de'
dang nhan biet duge san pham, qua dd giiip cho doanh nghiep nhan lai duge gia tri edng sue
eiia minh nhd nd luc dap ling nhu cau khach hang.
Ngay nay. khi the gidi tran ngap cae hang hoa va djch vu, ngudi lieu dimg tir sang den tdi
khdng biet phai sao chup bao nliieu eae thuong hieu vao bd nao lir bao ehi. ti vi. pa nd. ap
phich. td ro'i tren dudng. lai ea quan hay a nha. Do va>. khi tao dung mat thuong hieu. eae edng
ty can lua ehgn va ket hgp cae yeu td thuang hieu sao eho san pham ed dirge su khae biet. an
tironu. Idi eudn va di sau vao tam tri khach han".
'•' Le Anh Cuang'Tao dinig vu quan tri ihu-aiig hieu - tlanh lieug vd h/i nhuan" B l.tio iloirz ndt/i 2l)(l3
'•'* Richard Moore " Thmnig hieu cidnh cho Idnii duo ". hd xudl han ire - Tdi han Idn thu L

15. L2.2 Cdc yeu td cdu thduh cua thmrng hieu .
Cac iw to thuang hieu eua mot san pham hoae dich vu ed the dugc phap luat bao ho dirdi dang
la eac ddi lugng eiia sd hiru tri tue nhu: nhan hieu hang hoa. ten thuang mai. ten ggi xuat xir
hang hoai chi dan dia.ly., kieu dang edng nghiep va.ban quyen. Nhu vay nhin chung thuang hieu
bao gdm eae yeu Id:
Ten thuang hieu.
Bieu tugng.
Kieu dang bao bi nhan mac.
Cae khau hieu triet ly kinh doanh.
Mgl sd yeu id khae.
Ten thuong hieu:
Ten ggi san pham / djeh vu eua eae ca nhan va id ehire dimg trong boat dong kinh doanh. bao
gdm mot tap hgp cac chu cai. eae ehu sd. ed the phat am duge va ed kha nang phan biet san
pham cua ehu the kinh doanh nay vdi ehu the kinh doanh khae trong ciing ITnh vue. Dong thai
ten thuong hieu eung la su djnh danh san pham. hang hda cua edng ly duge the hien tren bao bi.
bien hieu quang cao va truyen thdng trong mgi quan he giao dich thuang mai. Trong mot sd
trudng hgp, ten edng ty dugc diing ehii yeu cho toan bd san pham (Vi du: General Electric (GE)
va Hewlett-Packard). Trudng hgp khae. cae nha san xuat dat thuong hieu rieng cho eae san
pham mdi ma khdng lien quan den ten cdng ly (Vi du: Dulux eua ICI: Clear hay Sunsilk cua
Unilever). Ngoai eae yeu td phat am dirge nhir ten san pham. ten cdng i>.... eae yeu id khae
nhu logo, bieu tugng, kieu dang, mau sac... cung se dugc su dung ket hgp tao nen su khae biet
vdi eac san pham eiing loai. Vi du: Con hd viing ciing vdi nhan hieu bia liger. miui da sdi dong
eua Coca-Cola hav bdmi sen vanu eua Hanu khdng Viet Nam.

16. Bieu tmvng: Bao gdm eac dau hieu. hinh ve eimg cac to hgp miiu sac. khdng phat am nhung co
kha niing phan biet. tugng trung cho hinh anh san pham dich v u cua cdng [.
Kieu dang bao bi: Sir ma rdng chii'e nang eua bao bi trong kinh doanh hien dai ( nhu quang
eao. tao dung hinh anh va tinh each eiia san pham...) da bien bao bi eua san pham ira ihanh mot
edng cu hiTu hieu trong viec ho trg nhan dien va phan biet san pham cua cae edng ly kinh
doanh. Thdng qua kieu dang bao bi ed the giiip khaeh hang hinh dung eae yeu to khdng nhin
thay/ hoae khd nhin thay bang eae yeu td nhhi thay eua san pham. earn nhan rd net hon mot
phan phong each, ea tinh san pham.
Khau hieu kinh doanh: Bao gdm mgl tap hgp tir. hoac mot doan van ngan siic tieh chira dung
va truyen lai nhung thdng tin mang tinh md ta va thuyet phue ve thuang hieu. Cau khau hieu
thudng duge sir dung kem ten thirang hieu va bieu tugng trong quang cao.
Xay dung dugc mot khau hieu tdt cd the gia tang sire thuyet phue ddi vdi khach hang vii ve lau
dai cd the giiip khaeh hang djnh vj triet ly kinh doanh eiia cdng ty.
Cac yeu to khac nhir nhac hieu. hoac su ket hgp tinh te vdi cae thanh phan khae ciia nhan hieu
/ nhan hieu hang hda.
1.2.3 Cdc yen can ca ban cua mot thuang hieu
Mot thirang hieu san pham thanh edng phai la thuang hieu ed nang lue truyen thdng Idn va hieu
qua. dieu dd ed nghia thuang hieu can dat mgl sd yeu eau ca ban sau:
1. De nhd.
2. Cd y nghTa va ggi cam. *
3. De giao tiep va chuyen ddi.
4. De ihieh img.
5. Cd kha nanu tu ve.

17. /..? - Cdc chu'c ndiig cua thuong hieu
Thucmg hieu ed eae ehirc nang co ban sau day^'^:
1.3.1- Phan doan thj trudng
Thuang hieu cd mgl vai trd tieh eire trong ehien luge phan doan thi truang. Cae edng t dua ra
mot td hgp nhung thude tinh ly Urdng ve eac the manh. Igi leh va dae trung eiia san pham hoac
djeh vu sao eho ehimg phii hgp vdi nhu eau ciia tirng nhdm khaeh hang cu the. Do da. edng tv
se phai tao ra nhung dau hieu va sir khae biet nhat djnh tren san pham eiia minh de thu hiit sir
ehii y cua nhung khach hang tiem nang. Mudn dat duge yeu eau dd thuang hieu phai tra Idi
dugc cac cau hdi sau:
• San pham hoac djeh vu cd nhung thude tinh gi?
• San pham hoae dich vu ed nhij'ng the manh gi?
• San pham hoae dieh vu dem lai nhung Igi ieh gi?
• San pham hoac dieh vu tugng trung cho cai gi?
1.3.2 Tao nen su' khac biet trong sudt qua trinh phat trien ciia san pham
Mot sd ngudi eho rang eae san pham trong eimg mot loai la gidng nhau. ehimg ehi khae nhau ve
thuang hieu ma thdi. Thuang hieu khdng the ehi dan thuan nhu mot ten ggi hay mot bieu
tugng. hinh anh minh hoa tren san pham ma eon bieu hien cho sir nang dong, sang tao.
khdng ngirng ddi mdi. Hdm nay la san pham A, mai la san pham B, ngay kia la san pham C.
va eir the lien tue ddi mdi edng hien eho ngudi tieu diing. Vi vay. tao dung mot thuang hieu
ddi hoi phai ed thdi gian va mot su khae biet. San pham cd the tiep luc tdn tai hay mdi di
nhinig thuang hieu thi van cdn sdng mdi vdi thdi gian.
* Le anh ( irdng "Tao ilirng vd qua)! trj fhuovg hieu - danh tieng vd h/i nhuan "..B Lao don^^ nam 20(13
8 I

18. 1.3.3 Dua san pham khac sau vao tam tri khach hang
Thuang hieu ehi ed the cam nhan duge qua phan hdn eiia san pham va cac chuang trinh quang
eao ve nd. Ndi dung eua mot san pham se dugc khach hang' biet v a cam mihani thdng'qua cac
boat dong nav' vdi dieu kien no phai duge iruven tai mot each nhat quan vdi ciing mot thdng
diep.
Cam nhan duge ve mot san pham trong sir hinh thanh nhan thire ve mgl thuang hieu va nd giai
thieh lai sao hinh anh ve mgl thuang hieu ed the ton tai tir the he nay sang the he khae. Do do.
viec nhan biet mot thuang hieu ngay hdm nay se van tiep tue anh hudng tdi nhan thirc ciia
ehimg ta ve nhirng san pham trong tuang lai. Vi du nhu nhung ngudi tirng sir dung loai dao eao
mau xanh ndi tieng Gillette tir nam mirai nam trude ehae chan se ed ciing mot nhan thirc ve
Gillette vdi nhung ngudi tre tudi thieh loai dao eao Gillette dimg mgl lan bay gid.
i.3.4 Tao nen djnh hu-ang va y nghia cho san pham
Thirang hieu phai chira dung trong nd nhung thdng tin ve san pham. Mgl thuang hieu Idn ngoai
viec thiet lap mot thdng diep eiia san pham tdi cac khaeh hang cdn phai cd kha nang thieh irng
vdi thdi dai va thay ddi linh boat theo thi hieu khaeh hang eung nhu tien bd edng nghe.
Thuang hieu nay cd the quan tam tdi viee nang cao do ben eiia san pham trong khi thuang hieu
khac lai mudn phat huy tinh huu dung hay cai tien mau ma san pham. Vi du. trong ITnh vue
hang gia dung, thuang hieu Siemen ed nghia la ben va dang tin cay, gan lien v di hinh anh ngudi
Dire eiin eii lao dong: cdn thuang hieu Philips lai ndi tieng vi lien tue nghien eiru. ddi mdi va
nhung no luc khac de dua edng nghe gia dung vao phuc vu eon ngudi.
1.3.5 La mot cam ket giira nha san xuat vdi khiich hang
Ciing v(Vi thdi gian va nhirng nd lire khdng ngirng. thirong hieu nga> cang tra nen cd LI tin tren
thi trudng. Nhung chuang trinh quang ba thuang hieu thue sir dirge xem nhir mgl cam ket trudc

19. khaeh hang. Neu edng tv thirc hien diing nlur nhung gi da earn ket va dem den cho khach hang
su thoa man khi tieu diing san pham thi ehae chan thuong hieu se nhan dugc nhung cam nhan
tdt dep va sir trung thanh tii' phia khaeh .hang.
Cam ket ma mgl thuang hieu dua ra mang tinh dinh tinh, nd Ihoa man nhung irdc mudn va kv
vgng eua khaeh hang va chi cd khach hang la ngudi cam nhan va danh gia. Nhung cam ket ed
the la mang den eho khach hang nhu sir sang khoai cua (Coca-Cola), sang trgng va thanh dat
eua (Mercedes). ...
Tuy nhien. nhung cam ket nay lai khdng mang linh rang budc trude edng ehimg ve mat phap ly.
Do dd. chiing ta can phan biet giua thuang hieu va cae dau hieu khac ve quan ly chat lugng nhu
nhan hang hoa (label) hay tem dam bao hoac dau chirng nhan chat lugng. Nhan hang hoa hoae
dau chirng nhan chat lugng la mot cdng eu edng bd va cam ket chinh thire rang san pham thoa
man tat ca cac thanh phan, tinh chat... ma eae ea quan quan ly Nha nude hoac nha san xuat dat
ra theo mot bang chi tieu chat lugng san pham.
L4- Cdc dijc tinh ciia thutrng hieu
De ed the nghien eim va phan tich dae tinh thuang hieu mgl each sau sac. cd he thdng. edng ty
can xem xet va can nhac thuong hieu cua minh dudi eae khia eanh: (1) mgl san pham. (2l mdi
td ehire. (3) mot eon ngudi va (4) mot bieu tugng. Muc dich ciia viee xem xet nay nham giiip
eae nha chien luge cd the can nhac va lira ehgn eac yeu td va hinh mau thuong hieu de ed the
lam khae biet hoa va ndi bat mgl dac tinh nao dd ciia thuang hieu.
Mgl thuang hieu khdng nhat thiet phai hdi dii tat ca cac khia canh neu tren. Ddi vdi mgl sd
thuang hieu. tham ehi chi can tap trung vao mot khia eanh thieh hgp. lain eho nd ndi bat va
khae biet la da cd the dat dugc thanh cdng Idn. Tiiv nhien. viec xem xet dae tinh thircTug hieu
tren tat ea eac giae do se giiip edng ly phat huy duge tdi da tiem nang ciia minh. lira ehgn mot
each hgp ly thuong hieu nen la cai gi trong tam tri khaeh hang.
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20. 1.4.1 Thuong hieu - nhu' mot san pham
Cae thude tinh cua san pham ludn la mot bo phan quan trgng eau thanh nen dae linh cua mgl
thuang hieu. Ndi ve san pham ta xem xel tren eae khia eanh sau:
Pham vi san pham:
Yeu id cot loi ddi vdi dae tinh ciia mot thuang hieu chinh la ehung loai san pham - tire la de tra
Idi eau hdi: Nd la ai hoae la cai gi? Vi du: Ddi vdi Visa dd la the tin dung, ddi vcVi Toyota do la
d id. va ddi vdi Compaq dd la may linh ea nhan. Tao dung dirge mot mdi lien he chat che giua
khaeh hang vdi loai san pham nhat djnh. ed nghia la thuang hieu eua san pham se xuat hien dau
tien trong tam tri khaeh hang khi cd nhu eau ve loai san pham dd.
Thude linh cua san pham
Thude linh la gia trj cdt Idi eua mot san pham va cd mdi quan he true tiep vdi hanh vi mua sam
va tieu dimg ciia khach hang. Nd khdng chi mang lai cho khaeh hang nhirng Igi ich ve mat vat
chat ma edn ca nhung Igi ich ve mat tinh than. Cac thude linh nay, trong nhieu truang hgp ed
the dugc lam tang gia tri bdi nhirng dac diem khae biet so vdi eae san pham eimg loai. Mae dii
vay, can phai chii y rang khdng nen eoi thude tinh eiia san pham la lieu diem eiia viee khae biet hoa.
trong khi eae khia eanh cd the tang them gia tri va tinh dac dao eua san pham lai bi gat ra ngoai le.
Chat lirang/gid tri
Chat lugng la mot trong nhung yeu td quan trgng tao nen thude tinh eua san pham va nd can
phai dugc phan li'eh va danh gia mot each rieng biet. Sir khae nhau ve chat lugng giira mgi
ehiee xe Mercedes hoae Ford va Toyota la gi?. Rat nhieu hang da sir dung chat lugng nhu la
mot dae linh ca ban ciia san pham trong canh tranh. Vi du. Gillette djnh vi san pham eua minh
vdi eau khau hieu dugc quang ba rdng rai "San pham tdt nhdt md ngudi dan dng cd the ed" v a
(jilielte Good News la san pham dao cao diing mgl lan lot nhat. (jia trj cd mdi quan he rat gan
vdi chat luane. nd khantz dinh va eunii ed cho veu id chat krana bam: each tham uia ao ca cau sjia
11 j

21. San plidm vdri Jul nude hay khu vue
Mot sir lira ehgn khae la lien he thuang hieu vdi mot dat nude hay khu vue ma cd the iiun tang
sire hdp dan va uy tin cho san pham. Vi du. nude hoa Chanel duge lien he di nuoc Phap - kinh
dd eua thdi trang va my pham. ddng hd Swatch dugc eoi la Thuv ST vii bia Beck dugc eoi nlur
la nude Dire... Trong cac trudng hgp tren. mdi lien he eua thuong hieu vdi dat nude hoac khu
vue ngu y rang thuang hieu nay ed the eung cap cac san pham ed chat lugng eao ban. boi vi dat
nude hay khu vue dd cd-truyen thdng san-xuat ra nhirng san-pham lot nhat.
1.4.2 -Thuong hieu - nhu' mot to chuc
Dac linh thuang hieu nhu mot td chirc cd the gdp phan' tad nen mot hinh anh' lot dep trudc
khaeh hang va edng ehimg. Vdi tu each nhu la mot td chirc thuang hieu tap trung vao dae tinh
eiia td ehire hon la vao san pham hay djeh vu eiia hg. Cae dac linh eiia mot td ehire ed the la:
su ddi mdi. dan dau ve chat lugng. hoac la bao ve mdi trudng. Nhirng dae linh nay ed the duge
lam ndi bat thdng qua cac nhan vien, van hoa kinh doanh va cac chuang trinh truyen thdng eua
edng ly.
Dae linh thuang hieu. xet ve mat td ehire. td ra ben vung trudc bat ky su eanh tranh nao va han
la ctae tinh eua eae san pham rieng le. Bdi vi. (1) se de dang sao ehep mot siin phiim an la sao
chep mgl td chirc vdi tat ea sir rieng biet ciia nd nhu van hoa, truyen thdng, ddi ngu. cae gia trj
va eae boat ddng eiia nd.(2) dac tinh ciia td ehirc thirdng duge the hien ddi vdi mot nhdm eiie
san pham nhat djnh. do dd eae ddi thii se rat khd canh tranh trong tirng san pham rieng le. (3)
dae tinh ciia td ehirc. vi nhu tinh sang tao chang ban. rat khd de danh gia va tiep can mgl each
day du. do dd cac ddi thu eanh tranli khdng de dang ugl qua rao can uy tin vd hinh nav bang
each tuven bd edng tv tdi ed tinh sang tao hon.
1.4.3 Thuong hieu - nhu' mot con nguoi:
Iren khia eanh nav. dac linh eua mgl thuang hieu dirge xem xel a giac da nhu mot con iigirivi.
Cung gidng nhu mot con ngudi. thuang hieu eung cd the dugc cam nhan voi eac ea iinh nlur
12 I

22. linh V ugt trgi. tinh eanh tranh. dac dao - an tugng. tin ea>. hai hirde. hdm hinh. nang ddng. cau
ky hay tre trung. hoae tri tue. Nhung ca linh nav cd the tao nen mot tlurcrng hieu manh qua eac
each khac nhau.
Cung nhu ea tinh eua con ngudi ed the anh hudng den mdi quan he eiia hg trong xa hdi. cdn ca
tinh eua thuong hieu eung cd the la co sa cho mdi quan he giira thuong hieu va khaeh hang.
Tuang lu. Mercedes Benz la mgl ngudi ed uy tin va duge trgng vgng.
1.4.4 Thuong hieu - nhu* mot bieu tumg
Mgl bieu lugng an tugng va sau sac ed the lam eho nd de dang dugc ggi nhd va chap nhan. Sir
thieu vang mot bieu lugng trong mot thuong hieu se la mot bat Igi rat ea ban va ngugc lai. su
hien dien eiia nd nhieu khi ddng vai trd then chdl ddi vdi su phat trien thuang hieu.
Bat ky eai gi dai dien eho mot thuang hieu deu ed the la mot bieu tugng. Tuy nhien, ed ba kieu
bieu tugng ed the dugc quan tam han ea dd la: bieu tugng hiju hinh. bidu tugng an du va sir
thira ke eiia thuang hieu.
Loai bieu tugng huu hinh dugc xem la cd an tugng va de nhd nhat. Vi du: bieu tugng hinh vdng
eung eua McDonald, mau vang eiia Kodak, kieu chu Coke theo Idi ed dien tren ehai hoae Ion
Coea-Cola. VIdi hinh anh an tugng se thu bin dugc nhieu han su tin cay va tdn trgng cua khiieh
hang ddi vdi thuong hieu. Ket qua la, ehi vdi mot eai liee nhin cung cd the ggi nen sir lien iirdn<z
ve mot thuang hieu nao dd.
Tdm lai. dac tinh thuang hieu thudng phai trai qua mot thdi gian nhdt dinh mdi ed lh6 trir nen
ed y nghTa va cd mot vi tri nhat dinh trong tam tri khach hang. Thuang hieu khdng phai ehi la
vat de trung bay tren gia ban ma nd phai di vao tam tri cdng ehimg. Tuv nhien. nhCniLi lien
tuang ve hinh anh thuang hieu eiia khaeh hang thudng bj gidi han tap trung vao eae vdu to ben
ngocii nhieu ht^n ban chat thuc sir ben trong ciia thuong hieu. Da vav. boat ddiui quanu cao.
13

23. Iruven thdng eho thuang hieu can phai the hien rd rang muc dieh. > nghTa a chuan muc ma na
earn ket edng hien.
1.5 - Gid tri fhuv'ng hieu, stc cdn thiet phai dy dung vd phat trien thairng hieu
rhirang hieu ed mot gia trj eua thutrng mai va nhung Igi ieh dem lai eho tat ea eac ben tham gia
trao ddi. viec thiet ke thuang hieu khdng phai don gian chi de trang tri eho doanh nghiep ma ea
ban la de tao ra gia tri cho doanh nghiep va khaeh hang, chiing ed the dugc eoi la mot bd phan
cau thanh ben tai san Cd eiia bang tdng ket tai san eiia doaruhnngh-Jepii Nihung de danh.giia mditi
each day du ve gia trj nhan hieu lai khdng phai viec lam dan gian. de lam. Gia trj eua tlurong
hieu dugc biet den thdng qua nam hinh thire.
- Sir nhan biet thuang hieu ciia khach hang.
- Su trung thanh ciia khaeh hang vdi thuang hieu eua cdng ty.
- Su cam nhan gia trj/ chat lugng eua san pham thdng qua thuong hieu
- Su cdng huong uy tin trong tap hgp thuang hieu.
- Cac gia trj gia tang khac nhau eiia thuang hieu.
Tuy nhien ly do quan trgng nhat - va eung la ly do ma doanh nghiep quan tam nhat trong vai trd
lanh dao - la yeu td kinh te. Nd lire ma doanh nghiep dau tu de xay dung mot thuang hieu tdt se
dirge den dap mgl each xirng dang bang giii tri cao hon ciia eac san pham va djch u a nga ca
gia tri tai chinh ciia doanh nghiep. Ndi mot each ndm na. xay dung thuang hieu lot thi kinh
doanh tdt.
Khi cd dugc thuang hieu manh. nhung doanh nghiep khdng biet hoae khdng quan tam duv iri
phat trien nd thi khdng khac gi doanh nghiep da khdng biet su dung va dao lao nhan liii mii
doanh nghiep dang ed.
14 {

24. Hinh 1-2 Md hinh tdng quat gia trj cua ihuang hieu
"^ Xir ly thdng tin nhanh. • Tang sire ban va de ma
• Tin tirdng vac quyet djnh rdng thi phan.
mua sam. • Tang gia ban va ti le Igi
• Thoa man vdi dang cap cua nhuan.
nhan hieu. • Tang sir trung thanh cua
khaeh.
• Tang hieu qua trong chuang
trinh truyen thdng.
• Tang kha nang anh hudng ddi
vdi kenh phan phdi.
• Tan^ lai the eanh tranh.
Ngudn: Le Anh Cu-d7ig"Tqo dimg vd quan tri thmwg hieu - danh tieng vd loi nlnidn'NXB Lao ddng
ndm 2003
Vdi ly do tren, viec xay dimg thuang hieu la rat can thiet ciia doanh nghiep. xong hoan toan
khdng phai la viec chi tao ra mot thuang hieu. tien hanh dang ky bao hd thuang hieu dd va rdi
ed the yen tam khai thac Igi ieh ma ehimg mang lai eho doanh nghiep. Mot thuong hieu se
khdng phat trien.ithainu chi ikho tdn taiiineuiehiiisd huri: no khdng'the phati trien.ithaoi ehi khd ton
lai neu chu sa hun nd khdng cd eae ehien luge hgp ly de duv tri vii phat trien no theo djnh
hudng thj truang va theo sir phat trien ehung cua doanh nghiep. Qua trinh duv tri a phat trien
15

25. thuong hieu ed the bao gdm nhieu boat ddng nham nudi dirdng va ed dinh hinh anh tiui^mg hieu
trong lam tri khaeh hang, tao ea hdi de thu hiil ngav cang nhieu khaeh hang biet den. ghi nha
dugc nd va cd thai do tich cue (la mua hang) ddi vdi thuang hieu cua doanh nghiep. Thuc te chi
ra rang, qua trinh phat trien va duy iri va lai phat trien thuang hieu la mgl qua trinh ben bi a
lien tue ddi hoi sir nd lire khdng ngirng eua doanh nghiep. Thanh edng chi den vdi nhCrng doanh
nghiep biet tu khang dinh minli va tan diing nhung ea hdi ciia thj trudng bang viee thuc hien tdi
viee xay dung, duy tri va phat trien thuang hieu.
1.6 - Cdc bu'&c xay dimg vd phat trien thuong hieu
Xav dung thuang hieu hay quan tri thuang hieu la viee quan ly mgl each hieu qua nhcm ihdc
cua khaeh hang va nhung ngudi cd lien quan nham tdi da boa gia tri boat ddng kinh doanh cua
cdng ty. Tren thue te, de cho khach hang nhan biet'dugc ve san pham. diCh vu ma dodiih nghiep
eung cap va luu lai duge hinh anh san pham. djch vu dd trong hg khdng phai la chuyen dan
gian trong ngay mot ngay hai se cd dugc. ma nd ddi hdi doanh nghiep phai lien tue phan dau.
giu vung chat lugng. gia thanh hgp ly. td ehirc djch vu hau mai that tdt... Do vay Doanh nghiep
phai ed ehien luge va ke hoaeh xay dimg va phat trien thuang hieu mot each khoa bgc. Ke
hoaeh xay dung thuang hieu can dua vao cae budc ca ban sau*:
Bu-oc thu- nhat: Thanh lap y tu'o'ng, xac djnh thj truong va khach hang muc ti eu
Thanh lap y tuang d day la viee xae djnh nhirng dac tinh rieng cd eiia san pham. dich vu cd the
la dua den eho ngudi tieu diing san pham. djch vu chat lugng eao ban hoae la su khae biet. theo
ctd dat cho san pham dich vu mot cai ten. xae djnh kieu dang, mau ma. nhan nuie, hav mot dau
hieu nao dd ma that la de nhd. de ggi nham thu hiit dugc ngudi tieu dimg.
Khi thiet lap y tirdng cho thuang hieu. doanh nghiep can luu y den ddi tugng khaeh hang cua
minh la ai. phan khuc thi trudng nhu the nao va thdng diep gi cua doanh nghiep mong mudn
dira ctira den ngudi tieu diing v.v...Vi du nlur san pham nui ddi tugng tieu diing la ire em ihi can
'" giidn: "Nhd quan ly" - sd 24 .6 2005
16

26. nhung cai ten con gidng. ten cua nhan vat boat hinh ma tre em veu thieh a kem theo da la
nhung hinh anh ngd nghTnh danh eho tre... se mang lai ket qua tdt.
Bao'c thu* hai: Tim kiem thdng tin, phan tich ddi thii, ac djnh vi tri va muc tieu ciia cdng
ty-
Tren ea so y tirdng kinh doanh. doanh nghiep can tim kiem cac thdng tin lien quan de xae dinh
eho y tirdng ciia minh. De dam bao thdng tin ed hieu qua cho viee xay dung phat trien thuang
hieu. doanh nghiep can tap trung vao cae thdng tin sau:
Thdng tin ddi vdi cae san pham ciing loai da cd tren thj trudng. trong dd tap trung thdng
tin ve gia. ve thi phan. thdng tin ve don vj san xuat mat hang dd nhu the nao...
Thdng tin ve eae san pham ed the thay the
Thdng tin ve nhung thuang hieu ma ddi thu da dua ra thj trudng va each xay dung,
quang ba thuang hieu ciia hg.
Sau khi cd thdng tin can thiet. neu ed nhung dau hieu nao trimg hoac tuang tu vdi thuang hieu
da cd eiia doanh nghiep khac thi phai duge xem xet thay ddi ngay.
Buo'c thir ba: Thiet ke nhan hieu hang hoa va cac doi tu'o'ng SHCN khac
Tren co sd y tuang va cac thdng tin da ed, doanh nghiep se thiet ke nhan hieu eho san pham eua
minh. Khi thiet ke. nen cd nhieu phuang an khac nhau de cd the lua ehgn. Cae lieu chi de
doanh nghiep cd the dua ra mot thuuong hieu tdt:
- De dgc, de phat am, de danh van
Doc dao. an tugng. de nhd
- Truyen tai dugc nhung thdng tin can thiet ve san pham. hoac djch vu.
- Tao dung hinh anh thieh hgp cho khach hang.
De dugc phap luat bao hd
17

27. Bum* thu- tu-: Xac lap quyen
Trong thuang hieu ed rat nhieu yeu id khae nhau. ed the lii nhan hieu hang hoa nlur Biti. Hon
da..: Ten ggi xuat xir nhu nude mam Phii Qudc: Ten thuang mai nhir Cdng tv Kinh Dd: ed kieu
dang chai Lavie; va eung cd the la eae yeu id thude ve quyen tac gia nhir doan nhac. cau khau
hieu " Nang niu ban chan Viet" va eae yeu td khae nira. Viec xac dinh yeu td nao can dang kv
va dang ky duge la mot van de khdng phai bat eir doanh nghiep nao eung lam duge .
Budc nay rat quan trgng va phai lam cang sdm cang tdt bdi neu khdng se rat de xav ra nhung
rae rdi nhu mat nhan hieu va trong trudng hgp fi:ay4a mat thuang hieu do bjilam hang gia. luing
nhai. hoac do bj ngudi khae dang ky trude.
Btfoc thir nam: Xay dirng chien lirtyc chat lu-gng san pham
Day la khau rat quan trgng. xu the canh tranh gay gat nhu hien nay mudn san pham/ dich vu eua
minh dugc ngudi tieu diing chap nhan nhat thiet doanh nghiep can quan lam den chat lugng san
pham. djeh vii. Tuy. theo tirng loai san pham. dich vu ma doanh nghiep phai luan theo lieu
chuan ciia nd. Chhx lugng san pham dugc the hien qua cae tieu chi ea ban nhu: Cong nang: da
ben: tinh an loan va sir dam bao ve sinh mdi Iruudng eiia san phaim, djch vu.
Budc thii" sau: Xay dung chien luoc ve gia
Ngudi tieu diing khdng ehi ddi hoi chat lugng san pham phai tdt ma gia ea phai phii hgp. do i
viee xav dung chi^n luge gia anh huong manh den ehien luge kinh doanh cua doanh nghiep.
Lam lh8 nao dd ed gia phii hgp ma vin dam bao Igi nhuan eua doanh nghiep. Theo Philip Koler
ed mot sd each xay dung gia:
/. Ddt tien hon de cd chdl lurrng eao lurn.
2. Gid giu nguyen nhung chat luang cao Ivm
3. Giu nguyen chat luang nhung gid re hon
4. Giam hot tinh nang song gid lai re di rdi nhieu
5. ('hat lirofia; cao hon nhung gid thdnh lai re luni
18

28. Buoc thii' bay: Td chiic va nhan sy
Doanh nghiep can thiinh lap mot bd phan. ed the la mot phong doe lap hoac gan ni) a' bo phan
marketing, nhan sir eua nd nhieu hav it tuy thude iio quv md cua doanh nghiep. Bg phan niiv
phai duge gan ket vdi cae bd phan chuyen mdn khac trong doanh nghiep de cd the nam biit
thdng tin va xu ly kip thdi eae tinh hudng khi xuat hien ea hdi hoac ed su cd.
Br&c thii" tam: Td chirc he thdng djch vu
Bat eir san pham, djeh vu nao eung can cd he thdng djch vu. He thdng nay nhd hav lo. dan gian
hay qu md phu thude vao quy md eiia doanh nghiep. He thdng djeh vu nd} bao gdm: He thdng
ban le hay ban biidn ( dai ly): he thdng cham sdc khaeh hang; thai do phue vu va djeh vu hau
mai. Trong dd djeh vii hau mai mang tinh quyet djnh. vi trong xu the hang hoa da dang va nhieu
nhu hien nay. chat lugng djeh vu san pham luang duong nhau. gia ea rat canh tranh thi doanh
nghiep nao ed thai do phue vii tdt hon va djeh vu hau mai ehu dao thi doanh nghiep dd thanh
edng.
Buo'c thu" chin : Theo doi sy phat trien va bao ve thuong hieu
Day la budc dam bao cho thuang hieu duge ben vung. Viec theo doi nham dieu chinh cho
thuang hieu di diing hudng. ehdng lai eae hanh vi eanh tranh khdng limb manh va hanh v i xiim
pham phai duge thire hien bet sire nghiem ngat. Bd phan quan tri va phat trien tluro'ng hieti phai
xae djnh va xir ly cho duge eae van de sau:
Xac dinh thi hidu va thdi quen eiia ngudi tieu diing ddi vdi san pham. djeh vu eua minh
va eiia eac ddi thii canh tranh;
Riit kinh nghiem ve each lam thuang hieu cua doanh nghiep khac. dua ra plurong an cua
minh va can nhac van cte tai chinh;
Thdi di^m cdn phai ddi mdri san pham. ddi mdi thuang hieu v a thi trudng:
Xae dinh dia ban (khu vue) nao la dja ban thudng bi lam hang gia hoae lieu ilui hang
19

29. Xiic dinh dan vi luio la dan vi cd kha nan^j canh tranh vdi mat hanu cung K-ai cua nunli.
.Xae djnh thdi diem xuat hien hang xam pham:
Caeb thirc ehdng lai cae hanh vi canh tranh eua cac ddi thu va each thirc chdni: lai cac
hanh vi xam pham quyen khi xay ra.
Bang 1- 3 - Sa do chin budc xay dung phat trien thuang hieu.
Thanh lap y Tim kiem thdng tin, phan Thiet ke nhan hieu
tirdng, xae dinh tieh ddi thii. xac djnh hang hoa va eae
thi trudng va minh la ai, muc tieu can ddi lugng SHCN
khach hang di den dau. khae.
muc tieu.
(1) (2) (3)
I
Xay dirng Xay dimg Xae djnh lap
ehien luge ve ehien luge san quyen.
'^ ^
gia. ^ pham. ^
(6) (5) (4)
^r
Td ehire va Td ehire he ^ Theo ddi sir phat
nhan su. w thdng dich vu. trien va bao ve
thuang hieu.
(7) (8) (9)
Ngudn Tap chi: "Nhd quan ly" sd 24 thdng 6/2005
20

30. c m ()NG2:
XA DI NC THI ONC HIEL CO.NG T THEPTHANT! BiM! H.T.C
De xav dung thanh cdng thuang hieu eho doanh nghiep ndi ehung. edng tv thep Thanh Binh ndi
rieng, ehung ta can phai ed khai quat va each nhin tdng quan iren cae veu td cua mdi trudng T
md va mdi trudng vi md. cung nhu mdi trudng noi bo doanh nghiep. de rdi tir dd dua ra chiton
luge va cac giai phap hiru hieu nhat cho doanh nghiep.
2.1 - Tdng quan nwi truimg vJmt')
2.2.1 Mdi trudng kinh tS, chinh tri, xd hdi Viet Nam (2001- 2005)
Thuc hien dirdng Idi ddi mdi theo kinh te thj trudng. nen kinh te Viet nam trong 20 nam qua da
cd rat nhieu thay ddi va da dat duge nhieu thanh tich dang kich le, dae biet tir nam 2000 d^n
2005. GDP tang trung binh 7,5% /nam (2000 - 2005). cao nhk la nam 2005 tang truang 8.4%;
nganh edng nghiep lien luc tang trudng trong 15 nam qua tir 16 - 22% / nam; thu nhap binh
quan dau ngudi tuy ehua cao nhung van tang lien tue vdi binh quan 400 - 500 USD / ngudi/
nam va ddi sdng nhan dan da dugc nang cao ve chat lugng.
Cimg vdi sir phat trien va tang trudng eiia nen kinh te, thi dd la nen chinh trj Viet nam ludn duy
tri va on djnh dugc, day la diem mau chdl ed sire Idi eudn eae nha dau tu nude ngoai vao Viet
nam trong nhieu nam qua. Mot van de khdng kem phan quan trgng dd la dan sd va trinh da dan
tri eiia ngudi dan Viet Nam ngay cang phat trien, day la nhan td thiie day phat trien kinh te vk
nhanh, vdi dan sd tren 80 trieu, day la luc lugng eung cap ngudn lao ddng, cung nhu ngudn tieu
thu san pham rat quan trgng.
Mot yeu td khdng kem phan quan trgng dd la he thdng phap luat ciia Viet Nam ngav cang dugc
hoan ihien va khoa hgc hon, tao thuan Igi cho nhieu boat ddng trong dd tac ddng rat manh den
nen kinh te dang phat trien.
Nhu vay vdi thuc trang nen kinh te Viet Nam dang a giai doan cd tde do tang truang cao ^e tao
nhieu ca hdi eho boat d dng san xuat va kinh doanh cua cae nganh ndi chung. nganh ihep noi
21

31. rieng. Di eiing vdi su tang truang kinh te cao nd eung tao ra nhieu co hdi. nhirng cung ca nhieu
nguv CO eho su phat trien. dd la mire do lam phat tang cao. da tao nen mao hiem cht) eac du" an
dau tu.
2.1.2 Mdi trudng cdng nghe
The ky 21 ta the ky eua nen kinh te tri thirc. Thdi dai kinh le tri thire se thay the thdi dai cdng
nghiep. thue te da chirng minh budc sang the ky 21 cac edng nghe mdi va edng nghe thdng tin
da dugc dp dimg rdng rai. Cdng nghe san xuat thep ngay eang hien dai. viee ap dung eae thanh
tuu ve tu ddng hoa da dat hieu qua eao va da dem lai cho nganh san xuat thep dat nang xuat.
chat lugng eao, gia thanh lien tiic giam. Vi vay viee xem xet nghien eim yeu td mdi trudng edng
nghe trong xay dirng ehien luge eua doanh nghiep, ddi hdi eac nha xay dimg ehien luge phai
thirdng xuyen quan tam den sir thay ddi va lien bd eua edng nghe
Day lii nhan td cd anh hudng trire tiep den ehien luge kinh doanh eiia nhieu doanh nghiep. bai
vi sir phat trien eiia nen cdng nghe hien dai eung dem lai nhieu ca hdi cho dau tu de mang lai
Igi nhuan eao do dat duge nang suat. chat lugng. nhirng mot mat cung ed nhieu nguy ea eho
doanh nghiep do khdng tan dung duge ea hdi nay hoac do khdng phat huy het cdng suat. gia tri
dau tu eao. chi phi Idn. gia thanh cao. sire eanh tranh yeu.
2.2 - Tthig quan vi} ngdnh thep.
Sau nhung nam cua thap nien 80. cae doanh nghiep kinh doanh thep nga cang phai inen nun
each nhanh chdng. dac biet lir sau nhung nam '>0 lai diiv cimg vdi sir phiil irien euu nen kmli ic
Viet Nam a viee oa bo che do bao cap. chuven sang kinh td thj trudng ihi icc ra do'i cua c:i>;
doanh nghiep kinh doanh thep ngav cimg tang nhanh ve sd lugng. cung nlur lang nhanh qu! mi-..
a pham i hoal ddng cua tung doanh nuhiep. Dcii na> 2006 ca nude u'ac cluing co khoaui:
oOO!) doanh ni^hiep kinh doanh thep. trong do cd khoang 200 dtuinh nghiep kinh doanh liter
cdiiL: luihiep. ti-uim tdiiii so cae doanh nliiep kinh doanh thep cd tdi ^)()"o la Lioanh nghiep ur
nhan. vdi san lugng tieu thu ehung ea nuac < . trieu tan nam 2005. mini 206 Lrdc khoang 8.5
SO
trieu tan. Nhin chung thj trudng thep Viet Nam ludn tiing truang a mire eao trung binh mdi nam
22

32. tang tir 20 - 25'? o. tuy nhien sir phan bd so lugng doanh nghiep khdng ddng deu iren mat dia K
cung nhu ve mat td ehire, ve dja ly ehu yeu tap trung a eac tinh a thanh phd lan nhu: Ha g i .
Hai Phdng. Thanh phd Hd Chi Minh. Da Nang. Cae trung tam thanh phd lan cua cae tmh. e
mat td ehirc doanh nghiep sd lugng doanh nghiep eung nhir san hrgng lai tap trung a eac doanh
nghiep ngoai qude doanh. Chinh viee phan bd tap trung vii khdng ddng deu niu da tao ra boat
ddng thieu tinh chuyen nghjep va td ehire trong nganh thep. ddng thdi eung tao sir eanh tranh
thieu lanh manh dien ra rat thudng xuyen cho nganh thep.
San pham eiia nganh thep ehii yeu la tii' ngudn nhap khau, ve san lugng nhap khau ca nguven
lieu va thanh pham chiem 85 - 90%. Jrong dd thep edng nghiep phai nhap khau 1100% (Trong
nude chira san xuat duge). Vdi dae diem nay cho thay san pham thep cdng nghiep eua Viet
Nam hoan toan phu thude nude ngoai ea ve gia ca va chat lugng. mat khac de dan den tinh
trang thira thieu ve eung eau trong nude, bai vi kinh doanh se thieu su chu ddng ve ngudn dir
trir. dieu dd eung se de dan den tang giam gia len xudng gay nguy hiem cho eae nha kinh
doanh. khi tang gia nha kinh doanh chi duge hudng mot phan nho. nhirng khi gia giam cac
doanh nghiep lai phai ganh chiu tat ea.
San pham kinh doanh trong nganh thep den nay xet ve mat ehung loai mat hang ed the ndi la rat
phong phii. neu ehia nhd thi ed tcVi hang ngan loai. xet ve pham eiip chat lugng eung rai nhieu
pham edp khae nhau nhu: loai 1.2.3. thir lieu. Dae diem nay vira cd linh thuan Igi eho sir lua
ehgn cho khach hang, nhung vira cd tinh lieu cue eho viec thieu trung thue eua ngudi ban hav
su nham iSn ciia khaeh hang trong khi mua ban, de lao ra nham lan. hoae hieu sai cho khaeh
hang trong dam phan gia ea, tire ed the quyen Igi cua khach bj thiet hai.
V ^ mat gia. tuy mire tieu thu san pham lien luc tang qua eae nam. nhung gia ca bien ddng lien
<
tue. tang giam thit thuang, Igi nhuan khdng cao. khi giam gia da gay ra rat nhieii nguv ca eho
eae nha thuang mai. khi gia tang eao lai ed tae ddng xau den ngudi lieu dimg. hg ed xu huong
thav the san pham su dung, tir dang dimg san pham ed chat lugng cao sang dung ^an pham co
chat lugng thap gia khdng eao de thav the.
23

33. Ddi tugng tieu thu san lugng Idn thudng tap trung viio eac cdng irinb. a> dung dan dung, cau
duang. nghanh ddng tau thuv va mot sd nganh cdng nghiep ca khi khac. (^uven nang thuxrng
lugng eiia ngudi mua ngav' eang tang do eanh tranh khdng limh manh cua eae nhii cung cap.
khaeh hang da ed nhieu su lira ehgn ve chat lugng. ehung loai san pham. boi vi lue nd thi
trudng rat da dang ve san pham va da dang ve pham cap chat lugng khae nhau. mong mudn cua
khach hang ve chat lugng va dieh vu ngay eang eao. trong khi dd sir eanh tranh eua cae nhii
eung eiip ( thuang mai trong nude) ngay mot khoe liet. ti suat Igi nhuan lien tue giam.
2.3 - Tdng quan ve Cong ty Thep Thanh Binh H. T.C
2.3.1- Dac diem vd md hinh td elide cdng ty
Cdng ty Thep Thanh Binh HTC. thanh lap ngay 02 thang 5 nam 1998.
Nghanh nghe boat ddng: Kinh doanh. san xuat eae mat hang thep edng nghiep
Vdn ehii sa hriu:l 5 ti ddng
Vdn ed djnh: 5 ti ddng
Vdn luu ddng: 70 ti ddng
Td ehire bd may: HDQT (02 ngudi). Ban giam doe (03 ngudi), phdng ban ehire nang (05^) gdm:
Phdng Kinh docinh (15 ngudi). Phdng Nhap khau kho van (06 ngudi). Phdng san xuat (15
nmrdi). phdntz lai chinh kd loan (05 ngudi). Phdng Td chirc himh ehinh(09 ngudi): ai 60 lao
ddng chuyen nghiep (Trong dd tren dai hge 01. dai hgc 30; cao dang 01: trung cap 22: phd
thdng 06.
Tai san ed djnh trj gia 05 ti ddng gom cd: Nhii xuang 2500m2/3500m2, nhii van phong lam ice
02 tdng (300m2) : nhi^u eae loai may mdc edng cu hien dai:
Doanh sd : 350 t i / nam (2006).
24 !

34. —j.j T inh hinh canh tranh
Nganh thep Viet Nam co rao can ra nhap nganh rat ihap. kha nang rui lui kha cao. tmh canh
tranh vd ciing khde liel. canh tranh ca tren hai vdn de la v^^ gia va ihuoiiii hieu.
Do dae diem eua nganh d^n nay chu ydu la cae doanh nghiep tu nhan. boat ddng mang tinh
manh num. thieu he thdng. thidu tinh id ehire lai dugc boat ddng trong ndn kinh t^ thj trudng tu
do. nen tinh eanh tranh va eanh tranh khdng lanh manh dien ra rdt thirdng xuyen va rdt manh
me. Sd ddi thu eua nhau ngay eang gia tang di^i dd ddng nghTa vdi viee eanh tranh nuav cixnsi
tang eho mdi doanh nghiep. Vai dac diem ehung v^ canh tranh eua nganh thep Viet Nam nhu
vay. Thanh Binh khdng nam ngoai su canh tranh dd.
Ve ddi thu eanh tranh chu yeueua.Thanh Binh H.T.C tren thj. trudng,thep (Mit^n .Bae) Ja-^Mu-
edng ty TNHH nhu Phii Nam, Nam Vang. Kim khi Hai Phdng, Thai San. 189. 190 va nhieu eae
edng ly khae. Moi ddi thu eanh tranh ed mot dae diem va each thire rieng. vi du Phit Nam eanh
tranh manh ve gid. Nam Vang. Thai Son. 189. 190, Kim khi Hai phdng canh tranh ve qui md.
thuang hieu.
B ang 2 - 3: Sd lieu thi phan eac ddi thii va Thanh Binh H.T.C
D <y n V i t inh: Doanh thu: Ti ctong/ndm: Giu: (rieu cton^Acin: fi tronsi: %
DN Phil Nam Thai 189 190 KK DN Thanh Tdng j
Nam Vang San Hai khde Binh cdng 1
phdng H.T.C
Ti eu eh (
Doanh thu 350 1.200 1.500 300 700 350 3.000 306 7.756
1
Gia 8,45 8.58 8,6 8,5 8.5 8.55 8.51 8,5
Ti trgng % 4,5 15,47 19,3 3.86 0.9 4.5 30.86 /'.'> 100
i
Ngudn cdng ty Thanh Binh H. T. C : Ph an tich ddi thu canh tranh ndm 2005
26

35. 7^7
.3.2 - San pham, chat luang vd gid cd
San pham kinh doanh eua Ihanh Binh bao gdm cac mat hang: Then tdm. then la. ihep hmh. thep
hgp kim: trong ede loai mat hang do ed thep can ndng. thep can ngudi. thep dang kien. dang
eudn. Phan loai theo kieh thire. cd khoang 100 loai khae nhau. Phan loai theo chdl lugng ed loai
1. 2. 3. thir lieu. Trong 8 mat hang kinh doanh. ^ san lugng ed 98% la hdng nhap khd 2"'-o
laii.
mua trong nude.
Bang 2 - 1: Co edu mat hang kinh doanh ciia Thanh Binh
TT Mat hang Ti trgng (%)
I Thep tam can ndng eac loai 55
0 Thep la can ndng cdc loai 06 1
-1
Thep la cdn ngudi eac loai 05
j
4 Thep eudn can ndng eac loai 14
5 Thep eudn can ngudi cdc loai 10
6 Thep hinh ede loai 4
7 Thep Iron S45C ede loai 5
8 Cae loai khae 1
Ngudn : Ouan tri hdng tdn kho - Cdng ty thep thanh Binh HTC - 2006
Ve gid cd: Gid mua phu thude 100%) gia bdn eua nude ngoai va eung ehju anh huong tang giam
gia lien tue cua nude ngoai. Gid bdn trong nude Thanh Binh eung ehju tde ddng theo thi trudng
trong nude va nude ngoai, tuy mire tieu thu san pham lien tue tang qua cdc nam. nhung gid ea
tang giam that thudng, igi nhuan khdng cao.
Bang 2-2 San lugng va gid ban tai Cdng ty thep Thanh Binh H.T.C
2001 2002 2003 2004 2005
Tieu eh i ^^^^-^^^^^^
j San lugng tieu thu (ngdn tan) 23.8 26.8 25.1 25.5 36.0
Gia(tr .d/tan) 4.3 5.1 7,3 9.0 8.5
Doanh thu 102,75 137.4 183.2 220.5 306.64
!
S^.:ndn Doanh thu san luong cdng ty Thep Thanh Binh II. T.C - thdng 01 ndm 2006
25

36. 2.3.3 Tinh hinh canh tranh
Nganh thep Viet Nam co rao can ra nhap nganh rat thap, kha nang rui lui kha cao. tmh canh
tranh vd eimg khde liet. canh tranh ca tren hai van de la VL^ gia va thuonu hieu.
Do dae diem eua nganh d^n nay ehu y^u la ede doanh nghiep tu nhan. boat ddng numg tinh
manh mim. thieu he thdng. thieu tinh to ehirc lai dugc boat ddng trong nc^n kinh t^ thj truijuu tu
do. nen tinh eanh tranh vd eanh tranh khdng lanh manh dien ra rdt thudng xuven vd rdt manh
me. Sd ddi thu eua nhau ngdy edng gia tang di^u dd ddng nghTa vdi viee canh tranh nuav camz
tang cho moi doanh nghiep. Vdi dac diem ehung v^ canh tranh eua nganh thep Viet Nam nhu
vay, Thanh Binh khdng nam ngoai su eanh tranh dd.
Ve ddi thu canh tranh chii yeu.euaThanh Binh H.T.C tren thj.trudng,thep (Mi^n .Bdc) Ja^fdr
edng ty TNHH nhu Phu Nam, Nam Vang, Kim khi Hai Phdng, Thai Son. 189. 190 vd nhi^ii eae
cdng ly khde. Moi ddi thii canh tranh ed mot dae di§m va cdch thire rieng. vi du Phii Nam eanh
tranh manh ve gid. Nam Vang. Thai Son. 189. 190, Kim khi Hai phdng canh tranh ve qui md,
thuang hieu.
B ang 2 - 3: Sd lieu thi phan cdc ddi thii va Thanh Binh H.T.C
D a nv i l inh: Doanh ihu: Ti dnng/nam: Gid: (rieu ctong^lan: fi trong: %
DN Phil Nam Thdi 189 190 KK DN Thanh Tdng j
• Nam Vang Son Hai khde Binh cdng
phdng H.T.C i
Ti eu eh i
Doanh thu 350 1.200 1.500 300 700 350 3.000 306 7.756 1
Gid 8.45 8.58 8.6 8.5 8.5 8.55 8.51 8,5
Ti trgng % 4,5 15,47 19,3 3.86 0,9 4.5 30,86 -'.') 100
1
Ngudn cdng ly Thanh Binh H. T.C : Ph dn tich ddi thu canh tranh ndm 2005
26

37. 2.3.4 T inh hinh phan phdi vd djch vu
Phan doan khach hang theo dac diem hogt ddng cua khdch. Thanh Binh co bdn phdn doan ihi
trudng (khaeh hdng) (1) Khdch hang thuong mai. (2)Khaeh hang san xiidt. (3)Khach hdn-
thuang mai vd san xuat. (4) Khdeh hang tieu diing.
a- Khdch hdng thuang mai. la nhung khdch bang mua so lirgng nhiki va thirdng xuven. hg
mua ve de bdn lai eho nhieu loai khaeh hang khde nhau. hg rdt nhay cam 4 gid ca vd dieh u.
rat hieu ve cdc hang hod vd gid ea canh tranh. hg sin sdng lira ehgn gid hdi ban. eho dii phai hv
sinh mot ehiil djch vu ndo dd.
b- Khdch hdng san xudt. day Id khdch hdng mua vk da tidp tue san xiidt ra nhidu loai san phdm
khac nhau phuc vu eho xa hdi. hg coi chat lugng san phdm la rdt quan trgng. khdng nhay cam
ve gia ea vd djeh vu. hg sSn sang tir bd khi chat lugng hdng khdng dat yeu eaj.ihgiraCiedm than
tin.
c- Khdch hdng thuang mcii vd san xuat. day Id khdeh hang mua (hg) xem ebdt lugng san
phdm Id rat quan trgng. rat nhay cam ve gid ed va djeh vu, hg rat hieu v^ ede hang hod va gid ca
canh tranh. hg ddi hdi rat nhieu dich vu, mac ed rat ky va sin sang bd di khi khdng hdi ldng mot
chill gi da.
d- Khdch hdng tieu diing. hg la ngudi mua de diing chinh cho gia dinh hay doanh nghiep.
nhung hg mua khdng phai la de bdn, bay san san xiidt md mua de dau tu. Khdch hang ndy hg
khdng xem san pham la qua quan trgng. hg thanh todn ddy dii, khdng ddi boi cao cae djeh vu di
ciing. hg ehi mong dugc mua dimg gid ed va dam bao chat lugng, hg rat tin tuang ao ngudi
ban.
Vdi bdn phdn doan khdeh hang (thi trudng) nhu tren. cdng ty thep thanh Binh H.T.C khdng id
chirc mang lirdi ban le. hay dai ly. ehi ban hang tap trung thdng qua phdng Kinh doanh. Phdng
Nhap khdu vd bdn sd lugng Idn. Bdn hdng ciia Thanh Binh H.T.C dugc thuc hien ihdng qua ddi
ngu nhdn vien tiep thj bdn hdng (13 nhan vien ) day dugc coi nhu la cac kenh phan phdi cua
edng tv'. cdng t> nhu la kho hang, nhdn vien tiep thj bdn hang nlur la nha dai 1>. doanh sd bdn
27

38. true tiep den ede nha thuang mai 45" a. den nha san xuat 48"o. edn hi 7"n cae nna lieu dung d:in
dung. Caeb thire tieu thu (Phdn phdi) cua edng ty cd nhi^i uii diem; quan 1 tdt khdeh hang, dap
img nhanh cae veu edu eua klidch hdng. hieu rd va gdn gui khdeh hdng. an loan v.e on... tuv
nhien cung ed nhung nhirge dieni nhu: phai cd ddi quan bdn hang gioi. sd lugng ddng. ehi phi
cao mdi ban dugc san lugng Idn.
Di eiing vdi phdt trien eua ddi sdng vat chat van hod, linh ihdn ngdy eang eao. thi nhu cdu su
dung cdc dich vu trong mua hang ngdy cang phdt trien. thdi quen hay mong mudn cua ngiriyi
mua hang ngdy nay Id rat phire tap. thudng xuyen xung dot vdi ngudi ban nhu: Mudn gid re
nhung phdi thuan lien vd ddy du cdc djch vu di ciing nhu: thanh loan cham. van chuyen den nai.
ddy du ede ehung loai hang vv... De dap irng nhu edu dd Cdng ty ludn quan tam vd dap irng day
du, kjp thai ede djch vu cho khdch hang khi cd nhu edu. bang each Cdng ty ludn san sang cd ede
dieh vu. ludn ed ddi ngu nhdn vien cd trinh do chuyen mdn eao. boat ddng chuyen nghiep. ed
bd mdy dieu hdnh hgp ly vd chuan muc, ludn san sang ddp irng yeu eau eho khdch hang bang
mgi each.
D I cd dugc mot Cdng ty thep Thanh Binh H.T.C nhu ngay hdm nay, viee phdt trien dd khdng
the tdeh rdi nhiem vu xay dung thuang hieu ciia doanh nghiep trong sudt ea chang dudng gdn
10 nam da qua. d^ dam bao eho sir phdt trien ben vung dd ehimg ta ciing nghien eiru chien luge
xdy dung thuang hieu eua edng ty thep Thanh Binh H.T.C thdng qua chien luge Marketing giai
doan 2 0 0 6 - 2 0 1 0 sau day.
28

39. 2J - Ke hoach Marketing Cong ty thep Thanh Binh H. T.C (2006 - 2010)
2.4.1- Su- menh ciia Cong t thep Thanh Binh H.T.C
a - Sir menh eim Cdng ty thep Thanh Binh HTC.
Ludn phdn dau de tra thdnh edng ty dirng hang ddu trong nganh kinh doanh thep cdng nghiep
tai Mien Bac -Viet nam .
Phdt trien ben vung bang viee da dang nghe. vdi tinh chuyen nghiep va hieu qua cao.
b - Cdc gid tri chndn muc eda cdng ty thep Thanh Binh HTC
Chat lugng san phdm chuan mue. vd eac dich vu hoan bao edng vdi boat ddng chuven nghiep.
phuc vu khdeh hang tan tinh ehu ddo. van minh Ijeb sir trong giao tiep vd irng xir la hinh anh
ciia Thanh Binh H.T.C.
Ket hgp hai boa Igi ieh khaeh hang vdi Igi ieh eiia Cdng ty. ehia se vd hgp tac de ciing phdt
trien la gid tri eao qui eho trudng tdn ciia Thanh Binh H.T.C.
2.4.2- Tom luac v^ ke hoach Marketing
K I hoaeh Marketing giai doan 2006 - 2010 eiia Cdng ty thep Thanh Binh H.T.C la nham tao ra
mgl mire tang truang dang ke ve doanh sd bdn vd Igi nhuan ciia cdng ty so vdi cac nam trucVe.
vdi ehi tieu doanh thu - doanh so 350 ti CJK) nam 2006 (tang truang 25''/(> so vdi nam 2005) vii
cdc nam tilp theo moi nam tang trudng 25 - 30 %: Igi nhuan binh quan sau thue dat 1.0 den
1.2% tdng doanh thu hdng nam.
De dat dugc ki hoaeh tang truang tren, thi viee quyet djnh la phdi khdng ngirng ndng cao kha
nang eanh tranh thdng qua viee thuc hien cd hieu qua ke hoach va chien luge Vlarkeiing. dac
biet la viee khdng ngirng xay dirng. phat tri^n va hodn thien thuang hieu eho edng tv.
2.4.3 - Tom luoc co* hoi va thach thiic, di^m yeu va diem manh ciia Cong t> Thep Thanh
Binh H.T.C.
2f •
f

40. Tir ede phdn tieh tai cae phdn 2.1: 2.2: 2.3 tren ddv. cdng ty Thep Ihanh Binh H. IX. rui ra cho
minh eae ca hdi va thaeh thuc. cCing nhu ede diem veu va diem manh sau da>.
a - Cac cff hoi:
Kinh te phdt trien nhanh. tde do tang truang cao. chinh trj dn djnh. luat phdp ddn dugc hoan
thien, xa hdi phdt trien da tao ra ca hoi eho Thanh Binh H.T.C dd la: Thj trudng se dugc ma
rdng do edn ed nhieu khdeh hang tiem nang. kha nang i cdu cua thi trirdng eon Idn do da
doanh sd. doanh thu. san lugng tang nhanh. qui md md rdng. Igi nhuan ngay cdng tang.
b - Cac thach thu-c
Sire ep quyen nang ciia ngudi mua ngdy cang Idn. su ra ddi ciia nhieu ddi thu eanh tranh se tao
nguy ca ti suat Igi nhuan giam, chi phi eho ede dich vu phai nhieu, mong mudn eua khdeh hang
ngay edng eao de dan den viec ddp irng nhu eau san phdm. djeh vu khdng day du. hoae thieu
ddng bd.
Mat khac do lam phdt tang nhanh. lai vay cung tang eao dan den anh hudng ve tam ly eho nhd
dau tu. dd la giam dau tu, dan den sire tieu thu giam, tdn kho eao, lai sudt vay ngan hdng Idn
hau qua kinh doanh de bi thua Id.
c - Cac diem manh
San phdm cua Thanh Binh H.T.C ludn dn djnh ve chat lugng. eae djeh vu cung cap vdn. van
chuyen. thanh todn ludn ddp img nhu cau mong mudn ciia khdch hang; diem ndi ehdi eua edng
ty la ed ddi ngu nhdn vien tiep thj ban hang da duge tuyen ehgn vd dao tao bai bdn. Idm viec co
tinh chuyen nghiep nen ed khd nang dap irng va thoa man dugc nhu eau cham sdc khdch hang:
mgl vdn dd nira la hinh anh eua Cdng ty thep Thanh BinhH.T.C da dugc nhieu khdch hang biei
d(ln thdnu qua uy tin tir he thdng khach hang, thdng qua qui md doanh thu cung nhir qui md
boat ddng.
d - Cac diem yeu
Diem v eu can ban ciia Thanh Binh dd Id:
3C •

41. Qui md ehua du Idn. thj phan chiem U trgng con ihdp. eac vdn d^ niiv da dan den uu the trone
thirang truang eua Cdng tv ehua eao.
Ve quang edo Cdng ty ehua danh mot khoan ehi phi hgp ly cho quang cao tronu khi da cac da
thu ludn danh khoan Idn eho ehi phi quang eao.
Cdng t_v Thanh Binh ehua cd d ugc vj tri rd rang so vdi ede ddi thu v6 chdt lugng djch vu hav
gid ea. hay kenh phdn phdi, dieu dd the hien la ehien luge san phdm. bay chiton luge gid. hav
chien luge djch vu deu ehua cd djnh hudng rd rang. Phuang thire bdn hdng eung chira ca
phuang thirc dgc dao.
2.4.4 Cac van de rut ra tir phan tich tren cho ke hoach Marketing ciia Cdng ty thep
Thanh Binh H.T.C
Tir cdc van de ea hdi, thaeh thii-e. diem yeu. diem manh. dugc nit ra cua Cdng ty Thep Thanh
Binh H.T.C nhu trinh bay tren. da ehi ra eho Thanh Binh mot sd vdn de dd Id:
Thu nhdt Ik: Thanh Binh van tiep tue duy tri va phdt trien kinh doanh cdc mat hang thep cdng
nghiep. bdi vi ca hdi thi trudng thep cdng nghiep edn rat nhieu, nhu cau ciia thj trudng edn rdt
Idn trong khi Thep Thanh Binh mai chiem ti trgng ciia thj phdn rat nhd (3.9%), Igi nhuan trong
nganh van ehdp nhan duge. uy tin va nang lire ciia Thanh Binh ngay eang tdt ban.
77? u hai: Thanh Binh chira cd dirge thuang hieu tdt. thj phdn edn nhd. kha nang eanh tranh edn
ehua cao. ehua ed phuong thirc ban hang dgc dao vv...trong khi tinh hinh canh tranh tren thj
trudng ngdy eang quyet liet. quyen nang thj trudng dang phu thude ngudi mua. vdi nhung v dn
dk dd ddi hdi Thanh Binh can cd chien luge kinh doanh thieh hgp. dae biet ehien luge
Marketing.
2.4.5- Muc tieu chien luoc tu" 2006 den 2010 ciia Cong ty thep Thanh Binh H.T.C
De thire bien duge sir menh ciia cdng ty, mue tieu giai doan 2006 den 2010 eua Thanh Binh
H l C can dat dugc da la:
Xdy dung duac ddi ngu CBNl cd ndng luc, trinh do chuyen mdn vd hoqi ddng co n'nh chincn
}iglnef> eao. ddp ung yeu cdu phdt trien cua cdng ty trong nen kinh te hoi nhap.
31

42. Khdng ngiing ndng eao kha ndng canh tranh iren thi irudnig. nun ndm duy iri lie 20il den 25ii
khaeh hdng truyen thdng. ma rdng din/e nr 30 dCm 35 khdeh hdng nua va ihi phdn id)}'^ 3 den
3.5% ndm.
Kinh doanh thep mdi ndm ldng truang tu 25 - 30 % doanh sd san luang: h/i nhuan rang doanh
thu dai id LO- L2%.
2.4.6 - Khach hang muc tieu ciia Cong ty Thep Thanh Binh.
De thue hien tdt mue tieu de ra edng ty Thep Thanh Binh HCT phai xde djnh dirge khdch hang
mue lieu eho minh, bai vi bat ke mot doanh nghiep ndo cung khdng the phuc vu tot tdt ea cae
loai khdeh hdng dugc. ma ehi phuc vu tdt dugc mot sd loai khaeh hang nhdt dinh ma thdi.
De lua ehgn khdch hang muc tieu, Thanh Binh dua tren ba ydu td co bdn sau: (l)Qui md vd
mire tang trudng ciia khdeh hdng: (2) mii-c do hap dan eiia khach hang: (3) Tinh phii hgp eua
khcieb hang vdi mue lieu va ngudn lire ciia Thanh Binh.
Nhu phdn 3.4 da trinh bay tren Thanh Binh cd bdn loai (phan doan) khach hang la: (I) Khdeh
hang thuong mai, (2,)Khdeh hang san xuat, (3)Khdeh hang thuang mai vd san xudt. (4) Khdeh
hang tieu dimg. Tuy nhien day khdng phai tat ea Id khaeh hang mue tieu ciia cdng ty.
Dirng tren gdc do eiia ba yeu td lira ehgn khdeh hang muc tieu,Thanh Binh lira ehgn khdch hdng
miie lieu iniie tieu cho minh dd Id; (I) Khdch hdng thuang mai. (2)Khach hang san xudt.
(3')Khaicln)ibang'ithuang'ma)iitva san xuat,
Ly do Thanh Binh lira ehgn ba trong bdn khdeh hang lam khaeh hang mue lieu eua minh dd la:
ddy Id ba khdeh hang ed sire hdp dan nhdt vd phii hgp vdi tiem luc cua Thanh Binh. nd the hien
d eho ba khdeh hang ndy deu ed qui md (ve. sd lugng) va sir tang trudng eao. khdiTugng lieu
thu nhieii do ddi tugng cd sd lugng doanh nghiep nhieu. phii hgp vdi djnh hudng phdt trien eua
Thanh Binh. Tuy nhien khdch hang tieu thu Id loai khdeh hang cd the mang lai eho Thanh Binh
Igi nhuan tdt nhirng khdng phai la khdeh hdng mue lieu bai vi: (I) Sd lugng khdeh bang it: (2)
tdn sudt khdnu nhieu. sd luam.' mua khdnu Idn.
32 I

43. 2.5' Thirc trang xay thing thittmg hieu t(ii Cong ty Thep Thanh Binh H.T.C
2.5.1 Khai qndt chung tinh hinh xdy dung thuang hieu tai Thanh Binh
Thanh Binh Id mot doanh nghiep chuyen kinh doanh thep edng nghiep. thdnh lap d^^n nav da
gdn 10 nam. ede sdn pham kinh doanh la cdc loai thep tam. thep Id cdn ndng. can lanh dang
eudn vd kien : ede loai thep hinh (U. C. Z...): Cdc loai thep ca khi nhap khdu tir cac nude Nga.
Nhat Ban. My. Trung Qudc: Tde dp tang truong 25 - 30% /nam: thj phdn ehi^m 3.9%: doanh so
350 tl / nam 2006... Thanh Binh H.T.C Id doanh nghiep eta vd dang trong giai doan phdt trien.
eiia doanh nghiep vira vd nhd. ehua ed vj the eanh tranh manh tren thi trirdng. ehua ed thirang
hieu ndi trgi.
Vdi dae diem hinh thdnh vd phdt trien cua Thanh Binh Id doanh nghiep cdng ty trdch nhiem huu
han. nen viee ra ddi va phdt trien trong budc ban dau khdng the trdnh khdi tinh trang thieu tinh
chuven nghiep. thieu tinh dinh hudng chien luge Idu dai. Vi vay viee xay dung thuong hieu eua
Thanh Binh eung edn rdt nhieu tdn tai, hien nay mdi chi dang d giai doan ddu eiia qud trinh xdy
dung thuong hieu cho doanh nghiep dd la ed y tudng cho xdy dung thuang hieu. ehua xdy dung
dugc ehien luge hay ke hoaeh xdy dung thuang hieu. Tuy nhien den nay Thanh Binh eung da
cd dugc hinh anh nhdt dinh tren thi trudng nhu: Da ed bieu tugng. logo da duge dang ky ban
quyen so huu. binh anh e doanh nghiep cung da dirge hang tram ca quan. doanh nghiep trong
va ngoai nude b'xk ddn Cdng ty Thep Thanh Binh H.T.C.
2.5.2 Danh gid thirc trang viec xdy dung thirang hieu.
D^ danh gid thue trang viee xay dung thuang hieu ciia edng ty thep Thanh Binh 11.IC . tdi xin
dirge di tir hai khia eanh, thit nhdt Id dira vao eae dae tinh eua thuang hieu. ilm hai Id dira vao
qui trinh hay eae budc thue hien xay dung thuang bieu. ilm ha Id dirng tren gde do Id khdch
hang de lam can cir danh gid.
a - Xet tren gdc do dgc tinh ciia thiimig hieu .Thuang hieu nlur la mot san phdm: Thuang hieu
nlur mot td chirc; Fhiranu hieu nhir mgl eon ngudi; Thuang hieu nlur mot bieu tugng.
33

44. l-eddc tinh Thuong hien nhu la mo, .an pham lire la thuang hieu dugc gan lien ^a^ .an pham
nhdt djnh eua edng ty. san pham do lai dugc gan vai chat lugng. gia iri va gia ca. has dia lv.
Vdi ede v^u td san phdm. Thanh Binh da duge gan thuang hieu ^a San phdm la thep cong
nghiep. hay Thanh Binh dugc gan vdi san phdm thep tdm. hay thep tdm la Thanh Binh.
Ve dae tinh Thuang hieu nhu lu mdi id ehue tuv Id thuang hieu gdn vai su ddi mdi. ddn ddn ve
chdt luang hay tinh chuyen nghiep xet v'e dae tinh ndy Thanh Binh da vd dang tao ra dirge
hinh anh ve md hinh quan ly chuyen nghiep trong khdch hang.
Ve dae tinh Thuang hieu nhu Id mot eon nguiri do Id cdc cam nhdn vi} ed tinh: Doc ddo. eanh
tranh. ndng dong... Vox dae tinh nay Thanh Binh dugc eoi nhu Id ngudi chiidn ve chat lugng.
Ve dac tinh Thuang hieu nhu Id hieu tuang: Thanh Binh da dugc gdn vdi bieu tugng hinh
vudng mau do ben ngoai. hinh trdn mdu vdng ben trong.
Xet tren bdn khia eanh dac trung ciia thuong hieu ta thdy Thanh Binh it nhidu eung da cd
thuang bieu. tuy nhien thuang hieu eiia Thanh Binh cdn dang rdt ban e h i bdi vi cdc dac trirnu
do ehua the hien ro net de khac sau vao tam tri khdch hang dugc.
b- Xet tren gdc dp qui trinh cdc bir&c xdy dung phdt trien thirang hieu
Thdng thmyng qud trinh xdy dung phdt trien thuang hieu dirac qua chin huac, do Id
(IjThdnh lap y tvtcmg. ^dc dinh thj trudng y^ khdch hang n^ue tieu: (^iTim kidm thdng tiji. nj;ian
tich ddi thu. xae djnh minh la ai. mue tieu cdn di den ddu:(3) Thiet ke nhan hieu hdng hod vd
eac ddi tugng SHCN khac;(4)xac lap quyen:(5) xay dung ehien luge chdt lugng san phdm:(6)
xdy dung chien luge ve gia;(7) td ehire va nhan su; (8) td ehirc he thdng djch LI:(9) theo ddi su
phdt trien vd bao ve thuang hieu.
Ve thdnh lap y tuong, xde dihJithi iritmig. klidch'hdng muc tieic Th'anh Biiih da ed y imyng la"
eho xdy dung thuang hieu dd Id da xac dinh eho Cdng ty phdi ed su khac biet eho san phdm.
dieh vu de dua den eho khdeh hdng san pham. dieh vu chdt lugng cao hon hoac la sir khac biet
han ddi thu. dd Id mgl dau hieu ve bieu tugng eua Thanh Binh Id de nluV. de ggi.
34

45. Thanh Binh da xac djnh dirge ddi urgng khach hang cuanninh la {1) Khdeh hang tluro-ng mai.
(2)Khaeh hdng san xudl. (3)Khaeh hang thuang mai va san xudt, da eung ta mot veu td rat can
eho djnh vj thuang hieu eho doanh nghiep md Thanh Binh da lam dugc. Bai vi thdng qua da
Thanh Binh da biet minh phai lira ehgn san phdm gi. ebdt Urgng ndo. dieh vu ra sao de phuc u
tdt eho khdeh hdng.
Ve tim kiem thong tin. phdn tich ddi thu xde dinh minh Id ai, muc tieu cdn di den ddu.
De dam bao eho qua trinh boat ddng. Thanh Binh ludn quan tdm va thirc hien triet de den thu
thap thdng tin tren cdc khia eanh, Dai vdi ede san pham eiing loai da cd tren thi trudng. irong
} dd tap trung thdng tin ve gid; ve cac sdn phdm ed the thay thi:
Ve thiet ke nhdn hieu hdng hod vd cdc ddi tuang .sa huu cdng nghiep khde.
Tren ea sa y tudng Thanh Binh mdi dirng d gdc da bieu tugng nhirng ehua thit^t k8 duge nhan
hieu eho sdn phdm eiia minh
I'e xde lap quyen
Trong thuang hieu cd rat nhieu yeu td khae nhau. ed the la nhan hieu hang hod. ten ggi xudt xir.
ten thuang mai, kieu dang....Cdng ty Thanh Binh da xde djnh duge quyen so huu cho minh la
dang ky nhan hieu. Id gd vdi Cue sd huu edng nghiep Viet nam .
[ e xdv dung chien luoc chdt luang san phdm: Can cir theo dae diem tirng loai san phdm. dich
vu eiia ngdnh thep cung nhu eiia minh. Thanh Binh da xde djnh ebdt lugng sdn phdm qua cae
tieu chi ca ban Id: Tien diing: do chuan xde: ve dieh vu la.- hodn hao.
Ve xdy dung chien luac ve gid
Thanh Binh da nhan thire dugc rdng khdeh hdng khdng ehi ddi hoi ebdt lugng san phdm phai tdt
md cdn phai ed gid cd phai phii hgp. do vay viee xdy dung ehien luge gid ludn dirge quan tam.
theo dd Thanh Binh da xae djnh eho minh edch xdy dung djnh gid do Id: Ddm bao ebdt lugng
eluidn. gid ea hgp ly (khdng cao han ddi thu e gid)
/ 'c id ehirc vd nhdn .su
35 :

46. Co bg phdn nhdn su thue bien edng viec xa> dung, duv tri phdt Irien thuang hidu cho cdng t} la
rdt can thidt. nhung thue tl Thanh Binh ehua co dugc ddi ngu de lam v iee nav.
I e to ehirc he thdng dieh vu
Can cir vdo quy md eua minh. Thanh binh da xdy dung vd thue hien dugc eac dich v u: Ddi ngu
nhdn vien cham sdc khdch hdng: cae dieh vu thanh todn cham. van chuyen hang den nai eho
khdeh hang.
Ve theo doi su phdt trien vd bao ve ihuang hieu
Ddv la budc dam bao eho thuang hieu dugc ben vung. Viec theo ddi nhdm dieu chmh eho
thuang hieu di dimg hudng, ehdng lai cdc hanh vi canh tranh khdng lanh manh. Bd phan qudn
trj va phdt trien thuang hieu cua Thanh Binh ehua dugc hinh thanh. cho nen ehua ed viee theo
doi. kiem tra, ddnh gia.
Can eir vdo qui trinh ede budc xdy dirng. phdt trien vd duy tri thuang hieu vd thirc tl eiia Thanh
Binh ta ed the thdy rang viee xay dung thuang hieu eua Thanh Binh cdn cdn quan tdm nhieu
han nua tren tat cd cdc mat. tir viec dinh hudng den trien khai thire hien.
c- Xet tren gdc dp la khdch hdng
Tren gde do khdeh hang, thuong hieu dugc nhdn biet qua hinh anh va edm nhdn ve cdng ty bay
sdn phdm Id dieu quan trgng nhat. Nhung nhung gi Thanh Binh mang lai hinh anh vd cam nhan
eho khdch hang edn dang md nhat. ehua ed diem ndi ehdi hay khde biet nhieu, bai vi Thanh
Binh ehua cd nhung yeu td ro net ve dae tinh ciia thuang hieu: Ten thuang bieu khdng duge
khac biet. san phdm khdng ed tinh dgc quyen hay dgc ddo. bieu tugng hay mdu sac ehua ed
tuang phan d l so sdnh gay i n tugng. Dieu ndi bat nhdt dd Id. edng,ehimg nhan biet,e Thanh
Binh edn qua it.
Vdi thuc trang thuang bieu eua Thanh Binh H.T.C nhu vay. viec xdy dung ehien luge thuong
bieu ndi ricMig. vd xdy dung ehien luge edng ty ndi ehung Id viee 1dm nit can thiet v a cd v nghTa
vd eimg quan trgng cho su phat trien va trirdng tdn eua cdng tv Thep Thanh Binh H.l .C.
36

47. Bang 2- 4
11 in thuong hieu eua cimg tv Thanh Bnih HTi' .u> vdi ddi ihu canh iranh
fXdm 2006)
A Q (chdt lugng SP vd dich u)
10
9
8
7
6
5
4
3
2
Piuid
2 3 4 5 6 7 8 9 10
Cdng ty Thanh Binh HTC
Ddi thii
2.5.3 - Chien lircrc xay dyng thuong hieu cua Cong ty Thep Thanh Binh H.T.C.
a - Khdi qndt ve muc tieu chien luac kinh doanh ciia Thanh Binh
Vdi mue tieu eua Thanh Binh H.T.C la doanh thu tang trudng 25 - 30% / nam: Igi nhuan sau
thue 1-1.2 %l doanh thu; thj phdn tang 3 - 3.5 % /nam; vd mong mudn tra thanh doanh nghiep
dirng ddu trong nganh kinh doanh thep cdng nghiep tai Mien Bae. Viet Nam. trong khi cdng tv
Thep Thanh Binh edn dang Id doanh nghiep qui md vira vd nho. dura ed tlurong hieu ndi trgi.
ehua ed khd nang canh tranh cao. Tuy nhien Thanh Binh lai da cd mire tang trirong eao. da co
37

48. hinh anh lri)ng nude va qudc tl. Ddv la dn de dat ra cho nha quan h' cua Thanh Bmh tron^: ^ iee
xdv dirng ehien luge Cong tv noi chung eung nhu xav dung chien lirgc thirang hieu eua Ihanh
Binh H.T.C ndi rieng. De xdv' dirng thdnh edng thirang hieu eiia .minh. Cdng tv Thep Thanh
Binh H.T.C can phdi dat ehien luge xdy dung thuang hieu trong tdng the eua chien luge kinh
doanh eua cdng ty.
V^ Chien luac kinh doanh ciia Cdng ty thep Thanh Binh H T.C dugc xde dinh dd id:
"Phat trien thj tru-dng cu, khai thac mo" rong thj tru-ong moi; Cung can san phan co chat
luong chuan voi gia ca hop ly, dich vu hoan hao".
J "Chien luac phdt trien thi trudng cu" cd nghTa Id tang sd lugng Idn vdo thj trirdng hien ed de
tang doanh thu, doanh sd ban hang, nang eao thj phan. Phuang phdp de thue hien chien luge
nay la: (1) Phdt trien tang them khdeh hang, thu hiit khdeh hdng eua ddi thu ve Thanh Binh.(2)
Tang sd lugng mua hang ciia tirng khaeh hang.
"Chien luac khai thdc thi truang mai" dd la khai thac md rdng them thj trudng ma lau nay
Thanh Binh ehua vuan tdi. hay ehua cung cdp sdn pham vdo dd. Chien luge nay cd the thdng
qua ede hinh thirc (1) Tim den khdeh hdng tiem nang; (2) Xdy dung kenh bdn hdng mdi. vi du
bdn qua mdi gidi. dai ly.
" ('hi^n luac cung cdp san phdn cd chdt luang chuan "Id ludn eung cdp cdc sdn phdm dimg qui
cdch. dimg phdm cap. diing tieu chuan.
Chien luac" Gid ca hap ly" la duy tri mire gid ban bai thdp so vdi ede ddi thu Idn. nhung phii
hgp vdi mong mudn eiia khdch hang.
ChiOn luac" Dich vu hodn hao" la cung cap da du (hoac cao ban) cdc djeh vu ma khach hang
mong nuidn.
Gidi phdp d^ thirc hien cd hieu qua ebiln luge eanh tranh ndy Id (1) Ket hgp hdi boa hai ehien
luge lam mot khi triln khai bdn hdng cho khdch: (2) tang cudng sd lugng tren mot lan mua nuia
eua khdeh hang.
38

49. De ibuc hien thanh cdng sir menh. hoan ihanh duge mue lieu, ehiln luge kinh doanh da dugc
xae dinh. Cdng ly Thanh Binh H. [ .C can dae biet quan tdm din viee xdv dung eae chmmg trinh
(chien luge) Marketing, vd thuc bien tdt ehiln luge xav dung thuang hieu Thanh Binh HT'.C,
h- Mac tieu chien luac xdy dirng phdt tridn thuang hieu dhi ndm 2010 :
bl- Mac tieu xdy dung phdt tri^n thuang hieu :
Can eir mue tieu vd ehien luge kinh doanh eua Thanh Binh da dat ra. can cir thue trang xdv
dung phdt trien thuang hieu ciia Thanh Binh din nam 2006. Thanh Binh dat mue lieu xdy dung
vd phdt trien thuang hieu dtn nam 2010 edn dat duge cdc ehi lieu sau ddy:
• Thue hien hoan chinh ndi dung chin budc xdy dung thuang hieu.
• Den het nam 2008 xay dung xong sd lay chat lugng thucmg hieu.
• Cd quan he giao djch ban hang cho 500 khdch hang, trong ddi00% khaeh hdng da va
dang giao dieh. 70% khach hang tuang lai biet san phdm dae trung va chat lugng ndi trgi eua
san pham vd ede dieh vii Thanh Binh dang cd.
• So vdi nam 2005. moi nam tang truong 25% sd khdeh hdng vd edng ehimg nhdn biet
dugc boat ddng kinh doanh thep eiia Cdng ty thep Thanh Binh HTC.
• Cd 100%) ddi tde trong vd ngoai nude nhan biet rd hinh anh dac trung ve cdng tv- thep
Thanh Binh H.TC hinh anh dac trung dd Id: Kinh doanh thep edng nghiep. san phdm chinh la
thep tdm. ebdt lugng ehiidn. boat ddng chuyen nghiep, va cd ede djch vu tdt nhdt trong ngiinh
thep.
39 •

50. Ban g 2-:^: Muc tieu thuong hieu cua cdng ly thep rhanh Binh HTC
^ Q (ebdt lugng san phdm
vd dieh v u)
10
8
6
4
P (gia;
8 10
h2- Chien luac xdy dirng phdt trien thuong hien :
Can eir muc lieu da duge xde djnh. de thuc hien tdt mue lieu tren, Thanh Binh xde dinh cho
minh ehien luge xay dimg phdt trien thuong bieu dd Id:
Ludn eung cap cac san phdm dat chdt luang tieu chudn eho khdeh hdng. khdng ngiing cai tien
vd ndng cao chdt luang cdc dich vu, xdy dung duac ddi ngu cdn ho nhdn vien Idtn viec cd tinh
chuyen nghiep cao de tao ra hinh anh rieng biet (cd trinh do thdnh thao ve chuyen mdn cao, cd
kha ndng gdv cam tinh, gdy dn tuang tot vdi khdch hdng) ciia mot cdng ty trong ngdnh ihep.
thdng qua chuang trinh truyen thdng khuyen mdi de(l)tao ra cho khdch hdng cd cam nhdn (dn
tuang) dac biet vS Thanh Binh H.T.C vd (2) ghi sdu cam nhdn ve hinh anh cua Thanh Binh
H.T.C vdo khdch hdng. Cde chuang trinh truyen thdng khuyen mai da Id: (1) Quang cdo bang
eac hinh thire: Dang quang cdo sdn pham. djch vu, bieu tugng logo, sdch bao nien giam: (2)
Kieh thieb mua hdng bdng qua tang, mau chao hdng, giam gid ehiet khdu. giao luu khdeh hdng:
(3) Quan he qudn ehimg nhu: Ddng gdp tir thien, td chirc eae sir kien; mo rdng quan he cdng
ddng:(4) Marketing va bdn hang true tilp bang hinh thirc hdi nghj khach himg. tiep thi chao
hdng trire tilp. gui catalog din tat ca cae ddi tugng khdch hang.
40

51. ( HI <)N(. 3:
C A C GI ! P H A P T i l l C lUKN T H A M l CONG ( H i R N L I O C A
DL NG T H I ONG H I t l V i C O N G TV I H E P THANM BINH
3.1 - C dc giai phiip thuc hien thduh cdng chidn hrac xdy (h/ng rhinrng hieu.
Can eir vdo phdn tieh nhu da trinh bdy a ede phdn tren. Thanh Binh dira ra ede giai phdp ca ban
eho thue hien muc tieu vd ehiln luge xdy dimg phdt trien thuang hieu giai doan 2006 - 2010 do
Id: (1 )Xdc djnh vd nam vung dac diem, tinh hinh ddi thu canh tranh; (2)Xacdinhu'd"dae-diem
lain ly khdeh hang vd khdeh bang muc lieu;(3) Xde djnh rd vd djnh hudng diing mue tieu ehien
lirgc:(4)Xa (.hmg vii <.|Lianu bd sau rdng hinh anh cua edng lv: (5)lhuo'ng ucn cung cap san
pham dam hao cluit lugng chuan: (6) Ndng cao chin Urgng dicli vu a jihue u khach hang;
(7}.p dung triel de qui trinh xdy dung a phdi trien tluro-ng hieu: (<S)T'lurang xuven kiem im.
giarn sal qua trinh thirc hien mue tieu va ke hoach a dirng phdt irien liuiong hieu.
J, LI' Cdn Xiic dinh vd ndtn rung dgc diem, tinh hinh doi thii canh tranh
De thue bien tdt gidi phdp ndy trude het edng ty can xac dinh minh ed bao nhieu ddi thu. hg la
ai. d dau, hg eanh tranh nhung gi, Igi the eanh tranh ndi trgi la gi. diem manh. diem yeu la gi...
tren ca sd thu thap cdc thdng tin dd. edng ty cdn phan tich va vo sdnh vdi edng ty minh de dua
ra cho cdng tv nhung ehinb sdch. sdch luge thieh hgp nhdt. nham mang lai nhieu uu the nui ddi
thu khdng thi ed dugc. Ldm tdt dugc dieu dd mot phdn da mang lai thdng edng cho cdng ty. bai
vi, "bill dieh, bill ta, tram trdn tram thang". trong kinh doanh ddi thii la djch. hg ludn mudn
ehiln thdnu. mudn ta thdt bai. hg ludn tim edeh. tim diem yeu eiia ta de eanh tranh ddnh bcii ta
dl hg thdng ITnh thj trudng. Mat khde moi ddi thii lai ed dae diem, kha nang. quan diem canh
tranh khde nhau. vi vay ndm vung dae diem, tinh hinh tirng ddi thu Id rat edn thiet. rdt quan
trgng eho Cdng ty Thanh Binh trong qua trinh canh tranh ndi ehung cung nhu trong xdv dirng
chien luge thuang hieu ndi rieng.
41 - •

52. Cac dac diem, tinh hinh cua ddi thu cdn nam do la: Qui mo hoat dong. thi plidn. .an pham. cac
chinh sach ti^p thi. ban hang, cac djch vu va phu vu. cac chuang trinh xuc tien thirong mai. cac
chinli sach nhdn sir. van hoa doanh nghiep. trinh do va tinii chuven nghiep cua doanh nghiep
VV..
Xudt phdt tir vai trd y nghTa eua viec ndm duge dae dilm. tinh hinh ddi thu eanh tranh nhu trinh
bay tren day. Thanh Binh xae djnh thj trudng eiia minh la bao gdm ede tmh miln Nam, mien
Trung vd ede tinh phia Bde Viet Nam, trong dd thj trudng muc tieu eua cdng ty Id cae tinh trgng
diem cua mien Bac. eu the bao gdm ede tinh: Ha ndi. Ha Tdy, Nam Dinh, Hung Yen. Hai
Duang, Hai Phdng, Quang Ninh, Bde Ninh. Bde Giang, VTnh Phuc. Viet Tri. Thai Nguyen.
Vdi thi truang muc tieu ma Thanh Binh da xde djnh, thi ddi thii canh tranh eiia Thanh Binh dd
Id: Nam Vang. Phii Nam. Minh Hodng. Thdi San. Kim Dai Virgng. Nhdt Long. Nhat Quang.
Kim khi Hai Phdng. Vat lu Kim Khi Chuang Duong, Cdng ty 190, 189...
Cac ddi thu eanh tranh eiia Thanh Binh cd cdc dae dilm vd iru the quan trgng dd Id: Qui md san
lugng, mat hang Idn. cd danh tieng vi ra dai da lau nhu: Nam Vang, Thdi son. 189. Kini khi Hai
Phdng. ed gia thap nhu : Phii Nam. 189. Kim Dai Vugng. Minh Hodng. Nhung ngugc lai cdc
ddi thu ndy cung lai ed mot sd diem yeu nhu: Khd nang cung cap ede djeh vu thap nhu. ngudn
nhdn luc ban che. thieu tinh chuyen nghiep. sd lugng khaeh hdng, thj trirdng ehua rdng..,
Tir cde thdng tin ve dac diem ciia ddi thii nhu tren, Thanh Binh cung can thirdng xuv en ihu thap
cac thdng tin lien quan khae nham mue dich xac djnh ra eho minh sir khde biet hay ndi troi ban
ddi thii. dua tren mat yeu ciia ddi thii de tao ra eho minh diem ndi trgi han ddi ihu. De ldm dirge
dieu ndy Thanh Binh phai thudng xuyen hieu va biet dugc ddi thii hg dang ldm cai gi. eai gi ho
dang quan tdm. each thire hg trien khai the ndo vv... Tir dd Thanh Binh dua ra dirge ddi sach
thieh hgp. trdnh doi ddu vd ieh trong canh tranh khdng lanh manh.
Thirang bieu Thanh Binh chi di vdo khdch hang khi Thanh Binh cd dugc su khac biet vd rang
ban ddi thu.
42

53. J. 1.2 - dni vung dgc diem tdm ly khdch hdng vd khdch hdng tutic tieu.
(Irong ndi dung hdi khod ludn ndy vdn de khdch hdng dime ddt ra a ddy Id khdch hdng cung
cdp vd tieu thu san phdm).
Khdeh hdng Id ddi tugng quan trgng nhdt trong kinh doanh ddi vdi bdi ke doanh nghiep nao.
khdng ed kliach hang tire khdng ed boat ddng kinh doanh. khdch hdng it cd nghTa Igi nhuan it
hoae khdng cd.
Mudn thu hiit duge nhieu khdch hang hay muon bdn dugc nhilu sdn phdm thi phdi hieu. phai
biet duge khach hang hg ed nhu eau gi, mong mudn gi, so lugng bao nhieu, bao gid edn. khi
nao hg quyet dinh, can cir vao dau hg quyet dinh mua hoac khdng mua vv... dd chinh la nhung
dac diem, tdm ly ciia khach hdng ma ta (edng ty) edn phdi ndm. Khi ndm virng dae diem lam ly
khdeh hdng Thanh Binh mdi cd the xdy dirng hay thiet ke cho minh cdc chuang trinh bay mdi
tao ra cde hinh anh ed an tugng sdu eho khdch hang thdng qua thda man tdi da eae nhu eau va
mong mudn ciia khdch hdng.
Vdi vai trd y nghTa vd eiing quan trgng dd viee nam vung dac diem tdm ly khach hang la r:ii c;'ii'
thiet cho eae doanh nghiep noi chung. Thanh Binh ndi rieng. Cac dae diem tam l v khach haiiL:
_
Ihanh Binh can nam dd la: Nhu eau khach hang can san pham gi. .so lugng bao uliicu. dial
liidng miiug niiidii Jen dfiu. hg thieh gi iwnvj. giao Jieli va qiiLUi he. hg hieu hang hoa ^uil ph.iir.
gia ca den dau. hg thieh phong each giao djch the nao. Fir vice nam vung dac diem tdm ly khdeh
hang 'Ihanh Bmh hav eung cap va thiet ke cho khaeh hang nhung san phdm dam hao chai
luxmu. du so liro-nu. kii") thai gian. cting cap eho khaeh hang ede djeh vu lot nhal ca c iien i-:i"
kinh te. lan linh than dugc yen tam a tin cav ciia nhat. Co lam dugc nhu av tluro'ng i-iieu. iani:
anh eua Thanh Binh mdi dan an sau ao trong lam Iri khach hang.
vi khdch hdng. thi truang cung cdp ciia Thanh Binh Id bao gdm eae nha thuong mai. vd ede
nha san xiuit Idn cua ede nude Nga. Nihdt Ban. .Vly. Trung (^ude. Dai Loan. 11
/ '^ khdch hdng tieu thu (Phdn loai theo ngdnh nghe vd muc dich su dung) cd:
Khdeh hdng thuang mai: Mua ve de ban budn. ban le.
43

54. K-haeh hdng san xuat: Vlua ve de san xudt. che tao mdv moc cdniz cu...
Khaeh hang tieu dung: Mua ve phue v u ddu tu eho doanh nghiep bode ea nhdn.
Khach hang thuang mai d san xudt: Mua vl bdn budn bdn le. chi biln sa che hoae ^an xuat.
Khdch hdng muc tieu ciia Thanh Binh (Phdn iheo nhdm ngdnh nghh dd Id:
Khdch himg thinrng mai: Mua v e de bdn budn. ban le.
Khdch hdng san xudt: Mua ve de sdn xudt. che tao may mde cdng eu...
Khdch hdng thmrng mai vd san xudt: Vlua ve ban budn bdn le. chi biln so ebl hoac san xuat.
Khaeh hdng muc tieu eua Thanh Binh ed ba ddi tugng (ba nhdm) nhung bao gdm ed nhieu
thdnh phdn mua hdng nhu: Cd edng ly ed phdn. edng ty trdch nhiem huu han. doanh nghiep tu
nhdn. ngirai mua lieu dimg; Ve ngudi tham gia vd quyet djnh mua hdng cd nhdn vien eung irng
vat tu (Cdn bd). giam ddc. ke todn trudng. Tuy viee tham gia vd quyet dinh mua hdng eua khdeh
hdng ed nhieu ddi tugng hay thdnh phdn khae nhau nhung qua trinh quyet dinh mua hang cua
khach hang van theo mot chu trinh ehung dd la: Nhan thuc van de ^ Tim kiem thdng tin "^
danh gid cac lira c h g n ^ Quyet dinh mua-^ hanh vi sau khi mua; hay viee quyet djnh mua hdng
ciia khdeh hang van theo mgl ehu trinh ehung ve trang thdi dd la: Biet den •> Hieu biet -^
thieh "^ Tin tuang -> mua hdng.
Khi mua hdng cdc khdch hdng muc tieu ciia Thanh Binh cd dac diem tam ly ehung do la: Mong
mudn nhdn dugc thuan tien hay cd nhieu su linh ddng trong giao dieh cung nhu thue hien dan
hdng; mong mudn dugc phuc vu nhanh, tdt, dimg hen, thdi do thdn thien, vui ve vv...ndi chung
la khdch hdnu ludn mudn dirge phue vu lot. linh boat, nhiet tinh. thuan tien, dae biet hg mong
mudn Thanh Binh ed cde djeh vu tdt nhdt. ddm bao chat lugng sd lugng. chung loai va vdi gia
ca hgp ly theo thj truang chung.
Tuy nhien ngoai dae dilm ehung, tirng ddi tugng khdeh hang se ed mgl sd dae diem rieng nlur:
Dae diem nuia hang, tdn xudt mua. ngudi tham gia. ngirdi quvet dinh. Bang sau ddv ea tbdv sir
khac biet do.
44