CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
1 SVTH: Lƣu Thi
̣
Kim Duyên
PHẦN MỞ ĐẦU
1. Lý do chọn đề tài

kinh doanh 
kinh doanh
n...


               
website, tham gia sàn g, 


  
                


, 
 , 

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

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
 
 
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
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
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
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 t
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
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
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 tôi 

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 , d    website thuviendoanhnhan.com    

 
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 website 
                
website này. Trong t
ty, tôi 
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
2 SVTH: Lƣu Thi
̣
Kim Duyên
tôi  


website        Phát  Công
.
2. Mục đích của đề tài

       , 




 trong Marketing mix 


website
thuviendoanhnhan.com 
3. Phƣơng pháp thực hiện đề tài
P

Internet
4. Hạn chế của đề tài



óng góp ý
 
5. Kết cấu của đề tài
   

:
  I - 


   

 ternet, Webstie, 





















 










 


.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
3 SVTH: Lƣu Thi
̣
Kim Duyên
  II - Phát Công 
VPIT








 ng ty TNHH 











, , 
 , 
phòng ban, 



 
.
  III -         website



 website thuviendoanhnhan.com, 


 

     website thuviendoanhnhan.com  công ty
VPIT 





.

 IV -     
website 


website thuviendoanhnhan.com
 ty VPIT, 



 
website thuviendoanhnhan.com.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
4 SVTH: Lƣu Thi
̣
Kim Duyên
PHÂ
̀
N NÔ
̣
I DUNG
CHƢƠNG I - CƠ SỞ LÝ LUẬN
1.1. Giới thiệu về Internet và Website
1.1.1. Giới thiệu về Internet
Internet  , 



 /IP (Transmission Control Protocol/ Internet Protocol)
 , 
 , 



, 





, 
nhóm thông tin.
             

 
 - ng NSFNET

 

  

World Wide Web (WWW)

1.1.2. Website và các loại website
1.1.2.1. Khái niệm
Trang Web (webpage) 

     anguage -       m
        

tính. (: 







, TS. 

n , 2004).
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
5 SVTH: Lƣu Thi
̣
Kim Duyên


trang Tin Tuc Viet Nam .
Website 
       trong
website khi ng     omain name)  

  h           web khác
yperlinks).
Website 
Website 
 

doanh mà do
1.1.2.2. Các loại website

 : n
      
              trên
 
  
thông tin này.
 Website cun : các 



               

- 
CHUYÊN ĐÊ
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TÔ
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T NGHIÊ
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P GVHD: Th.S Đinh Tiên Minh
6 SVTH: Lƣu Thi

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Kim Duyên
- 
- -store)
- -newspaper)
- 
- ectory)
- 
- 
- Webblog
1.2. Khái niệm về Thƣơng mại điện tử
1.2.1. Khái niệm Thƣơng mại điện tử
 
",
thông tin 

"). (: 


Nam).
   
.
1.2.2. Các đặc trƣng của thƣơng mại điện tử


 

 
             
trong 


CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
7 SVTH: Lƣu Thi
̣
Kim Duyên
 


 
        
thông tin chín
1.2.3. Các cơ sở để phát triển thƣơng ma
̣
i điê
̣
n tƣ
̉









 
.


 







 ,  , 
.
 

toán qua 
 


      

 

CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ

̣
P GVHD: Th.S Đinh Tiên Minh
8 SVTH: Lƣu Thi
̣
Kim Duyên
1.2.4. Các loại hình giao dịch thƣơng ma
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i điê
̣
n tƣ
̉

Trong 





















 






: B2B, B2C, C2C, B2G, G2C



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

.
1.2.4.1. Thƣơng mại điện tử B2B
 (Business To Business) 

      

-and-
Các website B 2


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
   : www.ecvn.gov.vn; www.vnemart.com; www.gophatdat.com;

www.vietoffer.com; www.thuonghieuviet.com ...
1.2.4.2. Thƣơng mại điện tử B2C
  (Business to Customers)  


 

, t

          
Amazon.com, Drugstore.com, Beyond.com.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
9 SVTH: Lƣu Thi
̣
Kim Duyên
      
  : www.megabuy.com.vn; www.vdctravel.vnn.vn; www.vnet.com.vn;
www.btsplaza.com.vn; www.tienphong-vdc.com.vn 
1.2.4.3. Thƣơng mại điện tử C2C

 
Trong 
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





  
 
.. Ebay 
website C2C trê, 
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

Brick-and-mortar 
t, Click-and-mortar 
 là

2
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 
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 
2009: www.chodientu.com; www.heya.com.vn; www.saigondaugia.com 
1.2.4.4. Thƣơng mại điện tử B2G
    B2G (Business To Government)    



mua hàng (v




CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
10 SVTH: Lƣu Thi
̣
Kim Duyên
1.2.4.5. Thƣơng mại điện tử G2C
 (Government To Customers) 
các cá nhân , 

 


 
-       Mobile commerce (M-commerce) 










 .

- .
1.2.5. Các hình thức hoạt động chủ yếu của Thƣơng mại điện tử
  (E-mail)
  (Electronic payment)
  (Electronic date interchange - EDI)
  (Digital delivery of content)
  (Retail of tangible goods).
 
1.2.6. Lợi ích của thƣơng mại điện tử
 





 c thông tin

 .
 
 

  

 
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣

P GVHD: Th.S Đinh Tiên Minh
11 SVTH: Lƣu Thi
̣
Kim Duyên
1.3. Hoạt động xúc tiến
1.3.1. Khái niệm hoạt động xúc tiến và vai trò của hoạt động xúc tiến trong
Marketing
1.3.1.1. Khái niệm
  







 , 

, 















 , .
      . (:


, 

ng .HCM, , 2007).
              
n










(Promotion mix) 



 sau:
- (Advertising)
- 






(Publicity & Public Relations)
- 

(Sales Promotion)
- (Personal Selling)
- 

(Direct Marketing).
1.3.1.2. Mục đích của hoạt động xúc tiến


 


















 , 




 . 









 















. 
























.



 ,  

.


 









, 






, .
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣

P GVHD: Th.S Đinh Tiên Minh
12 SVTH: Lƣu Thi
̣
Kim Duyên


 .


















, .
1.3.1.3. Vai trò của hoạt động xúc tiến
 . 



































Marketing. , 





, ,














.











:
- , .
- , .
- , .
- , .
- , 

 
- 
- 
- , .
- 
- 
- 


- 
- 
1.3.2. Các yếu tố ảnh hƣởng đến hoạt động xúc tiến
1.3.2.1. Loại sản phm, thị trƣng











 









 




. 





 , 















,    . 



, 





 ,






  , 
.
CHUYÊN ĐÊ
̀

TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
13 SVTH: Lƣu Thi
̣
Kim Duyên








 ,  




 , 














. , 
.
1.1: 














40
15
30
25
20
40
10
30

0
5
10
15
20
25
30
35
40
Advertising Sales
Promotion
Persional
Selling
Public
Relations
HNG TIÊU DNG
HNG CÔNG NGHIP

(: 

, 

.HCM, 


, 2007)
1.3.2.2. Sƣ
̣
să
̃

n sa
̀
ng mua
 , 



:


, 



, , 

, 



. 
(Hierarchy of Effects) 













. 



, 
u.

 , 
.
1.3.2.3. Giai đoa
̣
n trong chu ky
̀
sô
́
ng cu
̉
a sa
̉
n phâ
̉
m




















. , 





































.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh

14 SVTH: Lƣu Thi
̣
Kim Duyên
1.2: 
































(: 

, Th.S )
1.3.2.4. Sƣ
̣
lƣ
̣
a cho
̣
n chiê
́
n lƣơ
̣
c đâ
̉
y hay ke
́
o
 











 . 












 (Push Strategy) 


 




















 (Pull
Strategy).
- 



 

















, 







.
- 



  











.
1.3: 
















(: , 



, , 2007)
GIƠ
́
I THIÊ
̣
U
TĂNG TRƢƠ
̉
NG
TRƢỞNG THNH


SUY THOI







. 











.







. 


.






, 


.
Bán hàng cá



















.



.








trung gian










Chiê
́
n lƣơ
̣
c ke
́

o



Marketing















trung gian








Chiê

́
n lƣơ
̣
c đâ
̉
y





CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
15 SVTH: Lƣu Thi
̣
Kim Duyên
1.3.3. Xây dƣ
̣
ng ngân sa
́
ch cho hoa
̣
t đô
̣
ng xu

́
c tiê
́
n























 . 























 . 
 :
- 













- 
- 


- 











.
1.3.4. Các thành phần của hoạt động xúc tiến
1.3.4.1. Quảng cáo
a. :

 ,  
 (:
Marketing 


, 

.HCM, , 2007).
b. :
- 











 (Public presentation): 

















.
- 



(Pervasiveness): .
- 









 (Amplified expressiveness): 











, 













 ,
âm thanh, 
- 

 (Impersionality): 










, , 










.
c. :
- : thông tin, 

, 


- : , công ty, 


CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
16 SVTH: Lƣu Thi
̣
Kim Duyên
d. :

- , , 
 




.
-  , 

 , 














 20 
.
- N-nô, -, 
- , 





-  , 



, 













, 





:
-  vi (Rearch): 




 , xem, 
















.
- (Frequency): 









.

- 

(Influence): 




















.
1.1: 




Phƣơng tiê

̣
n Ƣu điê
̉
m Nhƣơ
̣
c điê
̉
m
 

, , bao qu


, 



, 




, .


, 


, 



.


 





, âm thanh, 




, 







, .


, 

,









.








, , không
, .


, .
 , 

,


 

, 


.








, 
.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
17 SVTH: Lƣu Thi
̣
Kim Duyên
 , 









, .


, 




, , , 
tranh.






,
, 


.
(: , 

 , , 2007)
e. 

















  , 














  , s





 :  , 


, 



, 











.
1.4: 


























(: , 



, , 2007)
1.3.4.2. Quan hệ công chúng và tuyên truyền
a. :



























.





- 
thông
- 








- , ,

- 



- 











- 

i gian






- 






- 
doanh thu
- 


tranh
- C
















- 


- 













- 














- 

- 





CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
18 SVTH: Lƣu Thi
̣
Kim Duyên




 (PR) 
, 








.
b. :
-  



, , 

























.
-  























, 








.
-  









 , 
, 

, .
c. :









  , công ty, 


:
- 




















- 

















- 














- 

















- 
- 












- 







- 















, công ty.
d. :
- 




- 

- 
- , b
- 
- 
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
19 SVTH: Lƣu Thi
̣
Kim Duyên
1.3.4.3. Khuyến mãi
a. :



















 












. (: 

 , 


Tp.HCM, , 2007).
b. :
-  (Communication): 





















, .
-  (Stimulation):  , 

, gia













.
- (Invitation): 











.
c. :












 ,
:

- 


















- 













- 














- 







.

















:
- 






- 
- 









- 








- 

.
d. :
-  : 





 , 

, 



, 


,  , 








  , 



CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
20 SVTH: Lƣu Thi
̣
Kim Duyên
-  : 

, 



, 




 , 
 , 



 , 







 , 



-  : 





 , 




, 


, , 


1.3.4.4. Bán hàng cá nhân
a. :







, 







.
b. :
- 



: .
- 




: 





.
-  : 












, .
c.  





























 (thông
tin, 

, 

) 








 ( ).








 ng tin, 































 , 
.
1.3.4.5. Marketing trực tiếp
a. :















 , 



, 






 (





 ) 
 . 













CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
21 SVTH: Lƣu Thi
̣
Kim Duyên


 . ( 

, 


Tp.HCM, , 2007).
b. :
- Không công khai: 

















.
- 





: 

 
.
- 



: .
c. :
- Làm 
- 
-  
- 



- 
d. 
- Marketing qua Catalog (Catalog Marketing).
- 





 (Direct Marketing): 



 ,








, 




- Marketi






(Telemarketing): 
 











.
- 





 , , 
.
CHUYÊN ĐÊ
̀
TÔ

́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
22 SVTH: Lƣu Thi
̣
Kim Duyên
CHƢƠNG II - GIƠ
́
I THIÊ
̣
U VÊ
̀
CÔNG TY
TNHH ĐO TA
̣
O PHT TRIÊ
̉
N CÔNG NGHÊ
̣
VPIT
2.1. Lịch sử hình thành và phát triển của công ty
:
- Tên công ty: Công ty TNHH T


: 

- 






T
- 
- Logo công ty:


- Ngày thành l 
- 

kinh doanh: 0303251027
- 
- 







- -39977262 ; Fax: 08-39977263
- Email: ;
- Website: www.vpit-info.com; www.thuviendoanhnhan.com
-            
         
 , thành



Chúng ta cù

Công ty  VPIT  là Công ty
-   2004






 , 
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
23 SVTH: Lƣu Thi
̣
Kim Duyên
, do hai thành viên góp

 ,  

. Tg vn kinh doanh ban 
ca công ty  các thành viên góp vn là 5 ng.
   
thông tin. T  , 




 - 

 ,
  



              
- 




Ngay  khi m thành  Công ty VPIT ã ng b kc c nh
khó khn th thn ban    kinh doanh vào n nh, ng th không
ng v lên và  hoàn  v mi .
             

ít nhi , 




 .  : mua bán, 
tính, , 















.
 lên 30 .
28/10/2008, 



 Công 











CHUYÊN ĐÊ

̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
24 SVTH: Lƣu Thi
̣
Kim Duyên

 

- - 
Chúng ta .
4 











 , 2009, công
ty 
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

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





















n, 







 





  







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







 , 





 .






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 
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
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



 






 : 





 , , 









, 






 16/02/2009,      website thuviendoanhnhan.com 


   , 
 






, .




, b, 



.
2.2. Chức năng và nhiệm vụ chủ yếu
2.2.1. Chức năng
:
- 

- 
-    

CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
25 SVTH: Lƣu Thi
̣
Kim Duyên
-  

- 
- 
- 
- 
- doanh 
chính - 
- 

- 
- - n

- - - 

- 

- 
- .
T
và các








, 
2.2.2. Nhiệm vụ
     











VPIT:
- Công ty kinh doanh hp pháp và ho 
kinh doanh.
- Thc hi  i vc.