Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
TRƯỜNG ĐẠI HỌC HÙNG VƯƠNG
KHOA QUẢN TRỊ KINH DOANH
MÔN: QUẢNG CÁO CHIÊU THỊ
Tên Đề Tài:
QUẢNG CÁO TƯƠNG TÁC
TRỰC TUYẾN VÀ ĐỀ XUẤT NHỮNG
ỨNG DỤNG THÍCH HỢP TRONG BỐI CẢNH VIỆT NAM
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Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
Tháng 12/2011
GVHD: Huỳnh Phước Nghĩa /
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Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
MỤC LỤC
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3. THỰC TIỄN THÀNH CÔNG TỪ ỨNG DỤNG ONLINE INTERACTIVE ADVERTISING
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Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
1. GIỚI THIỆU VỀ ONLINE INTERACTIVE ADVERTISING
1.1. Khái niệm
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Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
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97uHgL.9HB
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1.2.Các hình thức Online Interactive Advertising
1.2.1.CPD: Cost per duration 
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GVHD: Huỳnh Phước Nghĩa '
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
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1.2.2.CPM: Cost per mile
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g:9W>q9.8s)2.PA49;#97)2.PoHgL.9HLd9".U1#"
59DR,997)A49;-R497)oHgL.9HB5{ U1#"5d5a{€_
e"#R 9e-U1g#9\.8d#Q92lL#U1#"GB
.D9EX2dA.89;9"#L-G.8E9:\dR,g.89A.D9EX2d#
X9W9H"D9E:2„.X2g".79.P2-)^.€D9q2g"
.7G "„.gH@DB
DRSE9:@L-G.8d7D9EX2"X.#}U1#"G@"X.
‡""d9Ds.89.€JKa."9S9=R"X55"GXqD9E
U1#"X2B
1.2.3 CPC: Cost per click 
;.;9H"L-GeG.AX"U1#"B+l2GXD9ER#ReS
K"Km.cU2PGe.@g7g#AXg7U1#"B^.U1#"Ge.K"
€1.919.P.^.>HG.AX"9QR.8U1#"d92.7.;")G G.
9^#"AX.89eG..1RW.T9.PRe.1.U2T99.89RWB
GVHD: Huỳnh Phước Nghĩa 
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
D9EX2.8Re#gG.LHG@#KOd.T9Z9iG9"
QD9;.#X2GXD9EU1#"""GHJKo"KLAXU1#"97ˆHg""B
55$5"L9H5G.252H5G.RPGXS9%dGXg:€1.919.P"
„.G.9~#X9.P!@DBD9EU1#"X29^R4K:„
ef‰d9H>9$G""dL16vQ91APL16%BD9E559^A49;Q
RŠ‚;9pdD9EX2@2T•RTR 9eg#G•dg#X9V92TB.#
„.G.9^9~AX.D"RTAX.OD9Xq‚99~oHgL.9HB1
#"559^,AqRPLG.dA.89;9"#{q9E9:d7.89:.#XU1
#"9^9DRT#L16@"X.""GHJKo"KL2ˆHg""JKLdR.P
.#„.G.9^#"‚27 g:1.9•9;KORW:9.PB‹.89{
S9AX.XqA.H9K2JKaH9&JKa."AX.Rl2GX9.JKB_L"9D
D9E55m#.•s.89dG†S99^..cD9EX2L†xg.Ts
.89AD#R.W.7@B
Các nhà cung cấp CPC:

v:..89dD9E55@2TReq9~""GHJKo"KLdˆHg""JKLB
v16@.89X.!9Rl2d.89E.T/:U1#"$e
U1#"%qD9E55GXA.H9K@a""H"AXJKH9@HLH"h9d92.7
1/:X2#99.WQ"Re.d@2TGXK":TAPAqRPQ8AX,9
X:ŠB.89:.d97S9XqcGXJKaH9&JK."@"dRl2
G†GXeU1#"Gq9.899"9^.R.W.89:.B.,9XG@RT<9.8
RS.1B+,g.89APQ8L16X2q97.PD9E9.T=$A_
.PdLs9;dBBB%X#:U1#"#9WR#ERedRl2{GX9T:@
A"dS9Q92RS@.9HH9Gq9.89B
Vấn đề chống click ảo trong quảng cáo CPC:
1#"55GXD9EGQ-i.A.:G.1".Pq9AX9^{€
D9EX2g4A=2B5#:U1#"G""GHJKo"KLGQ1.-i.
A.9T.._=27G.1"r.TGe.gq9;df/G":.
vQ`9^g•9f9~9•"2^.;9L[KO9.idiG.K"AQ`d2G.
RjAX"g1U1#"dBBB$9^Re>HGXG.AQ.82G.QeG8%B
v5-`+W.TGe.d^..K"R!U1#"$@gG"dK.3RX29oHg
p%9Wg1"lA.7d9XA.7@DG.AX"#U1#"r.TGe.BaS99^
GVHD: Huỳnh Phước Nghĩa *
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
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Công nghệ chặn click ảo (click spam):
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1.2.4.CPA: Cost per action 
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1.3.Xu hướng của Online Interactive Advertising
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FG.HaH9.B
GVHD: Huỳnh Phước Nghĩa 
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
aQD9;.#9"FG.HaH9.&FG.HaH9...a"KHGL
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CPDB
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GVHD: Huỳnh Phước Nghĩa •
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
"9U1#"9V92T  l . 9H"#QD.#&FG.HaH9.
bHAHHLg2..a"KHGL
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Xu hướng quảng cáo trực tuyến ở Việt Nam hiện nay:
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9U1#"9V92T9:..89!/•R:9/*9ZRfd9\R\)'d'9.8RQGd9H"
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Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
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2. NGHIÊN CỨU VỀ ỨNG DỤNG ONLINE INTERACTIVE ADVERTISING.
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U1#"9\9#$.9H9.AHKAH9.L.%.&9H>9Ž.&HB+,9G""2gHU1#"
9:.#9oHgL-Ge92=Gd9"R.PR 9e#X9.P!@
L16B",EKOQ8R\9.8RW9:"D12WRSR,g.8997
9oHghGLBD9EX2Rm.p.LVR 9"AP`9sd9.T9Tt9=9B0_G:.d#
9X R\9.8q9-j9dL#9:"AX1!9\9#.j>#R4R 9e
#  XB 
GVHD: Huỳnh Phước Nghĩa ))
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
1#"UuHg/BgG"2#K.3RXB5SRf97:GQcU2
9•dG=9G82c.#94B^.GX9.T94L†K3KX>#R4ReR 9e#X
9.P!9_29H"R,9;@SRfAX92PR:9c9QR.89.T94dU1#"S9
#ŠXd;R#"1!Gl2G$A.GH9.%9"SRfB
.LV>q9.8@XG":9>.:>}S.dgSGi>}S.$L".G
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gG"  AX  9.W  gG"  $."gG".%    2LHB"d  hHg""B"d  9o.99HB"d  K.B"d
H9HKHg9HB"d  HK.9.h2B"d  y.BAd  H9BAd  2HBAd  992BAd  2AHHB"d
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Tình hình phát triển tại Việt Nam:
.T94dU1#"9V92T9:..89#99.W9\>EA.949^
I9HH9SGA.\/9.8^.L[KOd9E/9.8#X9.P!B5@2T.8
2AzGXU1#"K:gHŽ"&L29~@QO9D.Tdmq9
”"XdR\R.8APD9Ed{9.T6$A;KO6.LG2IHLL."L!
/<2..9G.KH"IHLL."L!/@IJ0dat%BcD9E9.T94dU1
#"9V92T#mL\.AX9VLVReL[KOS}.9"..GX9.T949:.
.89B
H"QJ"5"LLd.#R-R.PX5Q92.7E949^.HGLH.H9dK"
9;q9l#:†@I9HH9d#XGX9.T94K3g4\.AX"1Q=g.T9
Relj949^AX#XO9.7RWU1#"B5WRL-^.L[KO
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6•AX"lj#XG9x.\B

\cdLV9.TL•LXAX9.T6@#QO9.T949V92TdQOR"
G^.8U1dQO99"#9V92TAX9\:.R.89[9:..89{.T"
.PXGX9.T94HK”B–{a.;dx.#R-‡""—.89d"g.T9Y5#
S1"L#9@Q92.7E949^"9q2dRT<‘^.L[KOI9HH9
AX"#9oHg>HgHU1#"d.8U19VLV9D9-7ReBq91
cR.Pj9R.€GXKVR"#9H">@9T..B]
C#.P`.T@c^.GX9.T94"rds.899.T94dU1#"9V
92T€GXD9Egx9e$"G.H9%"9.T94dU1#"92P9-B–.8Q
"d.#R-R.PX5Q92adG:."rY5D@S9T":9.T949X
GVHD: Huỳnh Phước Nghĩa )/
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
QGXY9;e]$.9H9HK%BV9;eRjR•AX,9†.cc\9E9.T94
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Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
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X9-9B
T#Rl2/!€"1)G":.792P9Qg#".d9:;d92P
Dd#99d"X.9^.n9DRT2R}<<G":.A.c7."KL9LdgG".d

:>}S.dgG"naS9A;KOR.WD#GXL-792PD9"AXU-9T9:..89
9"AmRT)!R}9!G7\)B
:..89gl2.^dQ€>HRe92PDUn9.&A.d#Xm9W
>HUR.89":.K.RSAXI9HH9BT^.>H€R 2gj9RWGG:.„.7
"RT.iRe\9D`d9Dg".7^.L†!j9H"K•..j9
@R":.U1#"}X•
.T949V92TA.cR.WLR}9j9LVU9l@^.GX9.T94
Chi phí hợp lý: .c#9;;G.RS55$5"L9&H&5G.%25J
$5"L9&H&J9."25"L9&H&JU.L.9."%dU1#"9V92T9.T9.8Re.;XK
GeU1#"G:.Q..:B^.GX9.T94€1.919.P"c#X9.P
!q9dc^.RU9lRTL16dK4AO@K".8B
CQc9TdA.S9lL#.79-"9.T949V92TdT9U1R:9Re
.8U1\|9.T94Uc792P9-BH"QbC""d.#R-R.P
X@5Q921#"‡‚buKH.H9dRWGXS9.U1#"1.9-;9
GVHD: Huỳnh Phước Nghĩa )(
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
q9<B+QGdS9U1#"97g#".GXB+QGdTlL#€<B
+QGdgq2.7R}U#R@"U1#"9V92TB
Hiệu quả caoI9HH9#gpi...:APQ.d9^..AX"1#A.
Km9Q9.9"Rx.G.79O979"X B.T9497I9HH9d^A=2Ae9URec
..:RAX9s7Ge.9T\c792P9Q92P9-BcK".8
p9W9.T94L16AXK4AO@i/(Ž*979"X9T..B
"X.dA.81"L#99Q9.^.L[KOI9HH99QU9.T949V92TRe
9V.8#R\.1AXR#9.=2d.j#K".8R4;>##X
9.P!@Dd{99=ReS9GeG\LsKcG.8#X9"„.
.TK4A..;V•B
Công nghệ tiên tiến:.LV„9eAXRx..Q8Q~d9.T949V92T
 Q..:APQ8{Q.L#9:"dR,g.89sD9EU1
#"R\9.8B
 Tính tương tác cao5#792P9Q9Rl2#99292PD

9^€9Q9.S9.Pd^.9.7K_GQ9ORS9"U#9D9.T=9Q9.B
A.I9HH9dK".8\S.R 9":.AX9\9#9V9.TA.^.9.7K_B
^.9.7K_deG:.{@RS9.T=9Q9.dGVi9QR.8X"XD
-=2.L•c91..8dL2dKVg#"n
VAX"A.8l9;XA.@^.L[KOI9HH9d^.GX9.T949Wg.T9
Re9.UHdLs9;@9~#ld>#R4•>H^.Rr9"#
XO9.72Qd1E@iA.9\.89TX"n
Dễ xác định phân khúc khách hàng mục tiêu: a„.SRf97I9HH9RP
R 9e9.q9R4B.81"L#99Q9.^.9.Re9V.8#R\.1
AXR#9.=29QU#D9E9\9#A.^.L[KOgp.Tg $"GG%dg1
1"L#9$"G.HLAH2%d2R!`9XA.7n.89.T9497I9HH99s79=9\
92AD9.W.97K.8S.P792P9Q92P9-B
2.3.Đánh giá kết quả
H"‡""—d9:.lšdK"9U1#"97#:>}S.R}9!9~(<9.8+QG
$!/%G7/9.8+QGAX"!2B5.TK49[9XQA~U@x
9-at0FgR}LVRq9G@9.T949V92TAX"#:>}S.K"
GVHD: Huỳnh Phước Nghĩa )'
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
5.LHLdRfL#G=A.7@ˆHg""dKzK•9B+}RTGj^.GXQ9#9.T94d
U1#" RTS9"R^.P\S.\n
:..89dA.\/9.8^.L[KO˜AXL†R:9/9.8AX"!/)I9HH9
RGXS9792P9Q9.P!U1g#q9GXQK".8X"9Wgp
UB
2.7d949^.89mU#pg?.U1#"9V92T.8.sE
/d)9.8+QGat$!/%AXKVg#"L†R:9*d9.8+QG$!/)%d9"RU1#"
.W94.TRL-dU1#"9H"9~.T"1)‘9xGeU1#"9V92TB
3. THỰC TIỄN THÀNH CÔNG TỪ ỨNG DỤNG ONLINE INTERACTIVE ADVERTISING
.RT9XQ9~A.8EKO9Dq9.Pl28R.WDR#RWj9
ip.AX{GXc9.PRPR#RWj9ip.AXj9c..89~RB
RWRec9XQR9DQ9WQWRTLV#99.W@

.9HH9GXP91g•9R @i.LV9XQ9~"G.H.9H9.AHKAH9.L.B
3.1 Sự phát triển của internet tại Việt Nam
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>2792=.9HH9;9q9„.9 S9G dsRS9x./'˜<GX*•‘B
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^.L[KO.9HH99:..89R}LV92Rx.d*'‘^.L[KO9~RS9x./'&<
AX‘iL.L.A.79"RS9x.)*&/("rRS\R 9.7RWiAX":GX=
=99.9Eq9U9iB
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gHŽK.LG297#9:R.89[d:SRfd#9oHgAPl:L†9.T9O
ReR62:B+GX2R 9:92"#QO9.P.TRWl:A4
9;9oHgB.P!#99.W@9.T949V92T9:..89GXq9GB~.S
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GVHD: Huỳnh Phước Nghĩa )
Quảng cáo tương tác trực tuyến Nhóm 6_Lớp 08Qkmar
@792P9Q.9HH9B"L#A.#792P9-9.A.dg#"dK."n.9HH9
.PR.WAe99S.B..9HH99DD92Rx.)B
".8\S.R 9":.A.^.9.7K_d9W9\9#)&)A.#
XO9.7AX^.9.7K_@RS9.T=9Q9.dGVi9QR.8XD-
=B
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"#X_91..8dL2dKVg#"n_}XB
aH9H9Wg.T9Re9.UHdLs9;@9~#ld>#R4>HR 9eX2
r9"#XO9.72Qd1E@iA.9\.89TX"B
+GXSR 9":.LlL•AX9l9.8.cc^.GXH9.AX#X

@DB
5;ADcR.P.89T7H&H9.R^.AX#99.WS9U2GV9q9
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Các công cụ sử dụng e- marketing:
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"G.H.9H9.AHKAH9.L.GXS9.1.#X#K".87GVi.9V.8
c.TK4H9.ADcR.WXRHG:.B.T c9XQ9~"G.H
.9H9.AHKAH9.L.HL.9.T9ORxKf9.P@AX"RB

QGQ>q9.897c9:>}Q.Re..9•9^>2792=
2"9gHB9W."G.H.9H9.AHKAH9.L.GXS99"cR.P.8U2T9R4RW#
.TK4H9.@HL.9QB
3.3 Sơn Dulux và “ tôi yêu nhà tôi”
DcR,9;L16d9\.8@A!@G>7.GVi
"G.H.9H9.AHKAH9.L.".7D9DG>"X9"XQGVic9
:KX"..9•HL.BaX92AX"RG>#.DRG•RiAXLlL•\B
ŠX9.9T91.GmDA.c9=9`R.89[B+;GXR.PXG>
GVHD: Huỳnh Phước Nghĩa /)
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R}D9q29~c9=9`R.89[$gG"%BG>=9q2cR,9;RL†q9_

eA.#L16@D7G>R}igG"GX\9.8RW92P9Q9."
DB
X9#)Ž/dL\G>GXS99"c9\.8R 9.79:..89G=
gG"U1g#".TK4H9.A.9QR.8Y9Q.27X9Q.]$99ŽŽ<B2""B"Ž9".
2H9".%B
`K"}XigG"GXADQOX2"?9\.8K3KX9\9#A.
#Xd"i\S.RWgX.9pc1>jdL2APQ.X@DURGX
9!RS=g.T99\.8B
.9#LgG"R}/)<gX.A.T9dKL#Y#X9l9.T9]@gG"GX/<
^.dGe9^.>H9;RT9#(Ž/•GX*'B<*A.)B'/G^.gDB
XQ@G>9W.8sA.89.T=##X9.P!.P\GX#
X.8cB
C#XO9.7GX^.9~/9x.9sG7R GX..MAX•M..*M9DA.8
A.T9AXRigG"QRe94XB
GVHD: Huỳnh Phước Nghĩa //
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.T 9XQG>R}sS\#7"G.H.9H9.AHKAH9.L.BCQ
mggSA.cU1#"97gG"G>mU1#"97 9q9Xc:
Re.P^.92=q9B
GVHD: Huỳnh Phước Nghĩa /<
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4. PHÂN TÍCH NHỮNG MẶT HẠN CHẾ CỦA ỨNG DỤNG ONLINE INTERACTIVE
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4.1 Người tiêu dùng
CQ9W@=c,99;V9~U1#"9\9#9V92Td9T^.
9.7K_;GXc^.R,X"1G9"U#9D9.T=#EKO
.8R:.B5O9WGXiRK g4G"}9Q9.9AQL-cEKOU1#"B^.9.7
K_.899VLVRe9q2LVqKzdLV9\9#R 2R@ 9.T9RW9.T=A.L1
69.7K_9V6d"n92AX"RFG.HI9H9.AHJKAH9.L.AzK~s
EU1#"L16.c#Q92A.$0/0%dE1.GX.c#K".8

A.^.9.7K_$0/5%B
+ 9eX#K".8-U1g#sERSS7GmlG":.R
9eL[KOdAP.T9Ed1!L[KO#EKOU#.{l2!".P
R 9e#XB
^.9.7K_1"K3KX9!A.L-Geq9GX92Rx.c9R".8
U1@K".8B
4.2. Pháp lý
.APAqRP#G`dRGXS9U2:#G`2R\A496U2PX"
#U.R4gS#R\A49.1.9l9@BT7#K".89W9VK"9"
A.8R9#6@DQjX;9g4AX"1S.K9T7l2.P
28KsKs^.B.PS.KU1#"9;q9Rf.9O2d9.TGX:AX
9;q9G~R1"B
GVHD: Huỳnh Phước Nghĩa /(
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4.3. Quản trị
5_A.Ge^.L[KO:9WK_c P92Rx.Id#U194
A.7L†q9Aq9A1.lG":.RWR49;.8U1QOU1#"B5Q9#U194L†q9
A.c.9~•g•91!92Rx.gq99^AX@#X97
:BTU1G`Q9-9L†KzRT/1!>12dS9GXK".8L†=Gq2c
"L-Q;>#AP#X@Dd/GXGX"K".8G"R"9c
U2T9R479.T9O92Rx.2K~G:.B
4.4. Marketing
5QA.8X2A1.S9:TQ9WQgX9.dRGXK".8RE
9cGVi.9Dfl QORWR#XADU#.PX
qK4AOdU#.PoHgL.9HdTR.L.L†KzRTQOU1g#Q.8U1B
X2  2  s  .89  d  #  K"  .8    RT  #  oHgL.9H  H  :  
™.B<d9.B"n2#9g#"x.9.TH>HLLd".L"BH9dH)(nRW
9.T=.PR 9e#X\BX•X#.D.{9H"KzRTH9.Q
.8U1d€9#KO9"9^.DR B
4.5. Công nghệ và Sáng tạo

.T#89-"X€AP9"X."K4B9;>#9Vd#9.76
.TLVq99.WS1.@g;A.39QAX:T9"U#9DHH9L 
.9HH9B
5#QO#99.W P9"..R":#99.WB5#Xq RTLV„
9e@9oHgR,9_AX#\LsA=9q9{#:@B
:T9"Gq99"FG.HI9H9.AHJKAH9.L.RGX:TAPX"1Q
8B.899R@l9X.RW9V.8R@Q8RWGX""X9#
AX#99.W:"X.B•K.89Q9WGX"U1#"9\9##9
9.WGXAD99.TcH.27.8A.# PRfiR€"{#2
dK9gLH:†RW9\9#A.\.K_9"X9T..BKzRTLEL#9:"@9
?AXR.K 9H"G mAXg41s@U1#"9T..dR4U1#"
•89B
GVHD: Huỳnh Phước Nghĩa /'