Ứng dụng Marketing 7Ps trong hoạt động Thư viện công cộng
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SAN K H A I i
dio tao, boi dirong NNL Irong eo quan TTTV
hi§n d^ la ning cao trinh do Iy luan chinh tri,
vl quin ly, chuyen mdn, ngoai ngit, tin hpc
ctog nhir phat triln vl nhin cadi, dil lyc. Trong
*™ ^^ i^i^n nay, cdng nghe thdng tin phat
triln lit nhMh, ngoai nhimg npi dnng neu tren,
v i ^ dio t ^ , bdi dudng NNL cin phai chu y
din ning cao kha nang chuy&i mon. Nhin vien
khdng nhiing lim chu duac may mdc hien dai
mi cdn phai thieh iing nhanh chdng voi sy thay
dii dd. BSn canh vi?G khen dnrong, tang luong
din dio t9o, boi dudng NNL, cac ca qoan cdn
ckn dam bao cic Igi ieh khic nhu: bio hifei y
tl,^chl dO nghi ngoi cic ngay le, tit, cbl dd
hieu, by, ve huu, vl mit siic...
Be thyc hi?n dugc cic vin dl nfiu tren, yeu
cau tmm: tien dat ra ddi voi ein bd quan IJ co
gua^ Ti IV hign dai li nang eao nhin thuc vl
•iNL, ddngflidiyeu cau ban
|ly phii cd trinh dy chuyte
" • " " f P H ^ ^ ^ ^ B c ^ can bg quan ly tiudng
thinh tu cdng tic chuyen mdn cin dugc dio t^o,
boi duoog nhimg kiln thuc co ban vl khoa hgc
quin 1^. D6i voi eic cin bg quin Iy dugc diiu
chuyin t&finhvyc khac sang can dugc dio t^o,
bli dufing vl ca chuyen mdn va quan 1^, nhit la
ling dyng cdng ngh^flidngtinvio quan 1^.
Cac 3 ^ ciu d|t ra doi vdi cac cin bd quin
IJ CO quan TTTV hi§n d^i se dugc thyc h i ^
tri^t dl khi cd sy vio cugc vi chi d ^ sit sao tu
phia CO quan quin ly cip cao cd lien quan, nhu
Bg VHTTDL, By N0i vy. Nhihig don vi niy se
gidp cic CO quan TTTV h i ^ d^i cd dugc cic
vin bin vl tieu chuin, chuc danh doi vdi cin
bO quin Iy dl tuyIn dyng, bd nhifm can bg
quan ly phd hgp.
Tu nhung dieu trinh biy tr6n cho thay, Irong
bdi cinh ung dyng cdng ngh? thdng tin, vin dl
quin IJ NNL trong co quan TTTV hi?n dai bugc
phii thay ddi la het sue cin thilt. Sy thay ddi
niy se chu trgng vi dl cao vai trd ciia NNL. Tu
dd se t90 diiu k i ^ cho cic co quan niy ho^t
ddng hi^u qui, khing djnh vj iri, vai trd khdng
the thieu trong vipc cimg cip, thda man tiidng
tin d6i vdi xi h$i h i ^ d^ •
N.TL.T
IJN6DUNG
MARKETilG TPs
TRONG HOAT eONG
THtfVIEN
GONG GPNG
NGUYEN HffU NGHiA
o a ã ô ã H r t a m i M p a i i i M CM *
* • •
w l M t r ri Lm m t HU m n T * CH
— * " * » ' " » " * • • • • t i l l a i cic n aic
Ml m MMi M »ic u a iM. Tnc mic cie
tf cife m w aati, cic c« i m W i i la - na
'^JfctJiaMUaliufciiaauin.uc
n i , cic cavtiia Haa la - m Mil aa CM
i M Ua ta l l i t< n v i i daw aaioiai ta
M i W m i rii ô ã!?. Ti l i a 11781*1 ila
'.WuHtiliciapiiiaimmiMa
' • • > ' " > ' • • • • • tilt Mif M n t a . fti
nm-CtcHlfcHiMrtiiailrirtitMiilM
iMtaMfcticacticlacpHhl aad,
l r ô l ã> Ci ac da Mii c m a w (TVCt).
M
aiketing 4Ps li mpt ttpng nfaOng mfi
fainh maiketing cin ban giiqi cic to
cfauc, ci nhan kta ip dung xic dinh dupe nhung
ipa chpn ttung marketing vi sin phim, gii ci,
phan phfii vi quing eio nhim dip ung dupe nhu
cau cua khich hing. Cl cip d$ tiip tiieo di dpt
dupetafiuqua cao hon, 3Ps khac da dupe ntaiu
Sfi 3 8 9 1
Thing 11-20161
—HfMthwfi
tie gii ngtafin cuu, ip dpng vi binh thinh mfi nhu ciu cfta Uifing tin kfaic nfaau. M^t ki hosch
hinh maiketing TPs. Thpc ti cfaotiiiy,faostdpng marketing bit diu bing cic yiu ti quan ttpng
maiketmg TPs trong thu vien o cae nufic trfin tfai nfait cfta ehiin lupe markettng hon bpp dinh cho
gifii dupe trien khai kfai ntafiu vi da cfi nhung sin phim hay dich vp mi TVCC cfi :^ dinh cung
thinh cong nhit dinh.
cip. Do vsy, moi Uiu vifin cong c^ng cin nghifin
Trong bii viit I^h vp marketing hin App cftu, ^ o ra vi Uiiet ki nhung sin phim phft hpp
Irong Ihu vifn vi Irung lam thing tin, tie gii vfti ti chftc cfta muih. Tiong dfi cfi nhitag sin
Anil Kumar Dfaiman vi Hemant Sfaanna da eho phim dip ftng vific tiioa mln nfau ciu qua vific
thiy ngoii vific ip dpng 4Ps hong marketing he ttp tra cftu Uifing tin vi tii lifiu nhufafittting
faonfapp,ean pfaii bfi sung tfaem mpt si Ps kfaie muc lpc, thu mpc,...vi cfi nhihig sin pfalmd^
de host dpng marketing dpt tafiu qui eao hon. ftng nhu cau tin vfi cfahih bin tiiln Uifingtincia
Mfi hhih TPs dupe eic tic gii gifiitilifiunfau sau; tii lifiu nhu ting lu|n, bin tin difin
til.
'
sin pfaim, dia diim, gii ci, quing eio, con
Dich vp thong tin ttiu vifin bao gim nhihig
ngufti, diiu kifin vlt chit vi quyttinh.Tuong tp,
boat d$ng nhimtiifiamin nfau ciutiifingtinvi
bii viit Mft khutn khi cho dinh hudng Ihj
ttao dii Uifingtincfta ngufti sft dpng cic coquan
trudng trang thu vifn cua Baibara Eweis vi
Uifing tin Uiu vifin nfii cfaung. Vfiitinfachit vo
Gaynor AustenttongMarketing dich vp thong
tanfa cua diefa vp, ngufti dftng tin (NDT) khfing
tin vd thu vifn eho tiiiy ntafiu nhi quin 1^ thu
Uii nhta Uiiytiuftrckhi dupe tiip cin. Chtah vi
vifin ft Oe da trien khai ip dpng maiketing TPs
vsy, cin bfi TVCC cfi ttii ktain dich vp nft nfin
ttong host dfing chung cua tiiu vifin.
hftu Wnh bing cich cung cip eietintafiuUift
Die bifit, mfit ngtaen cftn Iftn vfi Phin tich cip vi tpo cho NDT ly do ditinttmingvio chit
marketing cia dich vu Ihdng lin vi tham khao
lupng cfta dOi ngii cin bi vi nguin lpc cia
tmng cic thu vifn Hin Quae da dupe Heesop nUnfa, dfi ctanh li cie vin bing, chftng chi
Khn vi Yongje Paritttinfabiy tsi Hpi ngfai IFLA ngtafip vp mi sft hftu
nim 2006 tpi Seoul. Mpctieucua nghien cuu li
Giici
Uifing qua vific do luftng mftc d$ marketing faon
Vfti ngufti mua, gii ci eia mfit sin phim
fapp TPs cua cic ttiu vifin tpi Hin Quic di so
faoic diefa vp li khoin tiin mi ngufti mua phii
sinfatafiuqui maiketing giua eic nhfimttiuvifin
tri cho ngufii fain di dupe quyin sft hftu, si
khic nhau (gim 19T TVCC, tiiu vifin dsi hpc
dpng sin phim hay djch vp dft. Vfti ngufti bin,
tiiu vifin die bifit vi tiiu vifin ttuftng fape)'
gii ci cfta mpt hing hfia, dich vp li khoin thu
Heesop Kim vi Yongje Paik da ^ dpng mfi btoh
nfafe ngufti bin dupe nhft vifictifiutiipsin phim
marketing TPs (4Ps cfta Koontz vi Rockwood
dfi. Chmh sich gii dii vfti to cfaftc cfing cfing
c«ng ttifim 3Ps cfta Raiq vi Ataned's) cho
cftng nhu ti cfaftc tti nfaan li mOt ttong nhftng
nghifin cftu cfta mfaih.
yiu ti quan ttpng cfta cUni sich maiketing.
Di lim r6ttifimn«i dung cua cic yiu to ttong
Trong host dSngttiuvifin, vific Unfa gii cihig
host d«ng marketing TPs, xin ting bpp, tttah
biy cic quan diem cfta cic nhi nghifin cftu ttiu dupe faiiu dufti nhiiu gfic dp vi cich tiip cin
vifin ttfin Uie gifii vi host d«ng maiketing TPs khic nhau. Tic gii Anil Kumar Dhiman vi Hehuftng tfti vific ip dpng vio host d«ng maiketing mant Sharma dua la khii nifim vi cichtinhgii,
dfi li tso Uiinhfaailosi gii kfaie nfaau: gii tiio i
titing TVCC Vifit Nam.
tfi vi gii xl fapi. Oii tiin tfi li nhihig chi phi
Sin phim vi djch vy
tiiuc cfta khich hing vi gii xlh^ili nhftng ni 1
Sil phimtiifingtin,tiiuvifin U kit qui cfta luc kfaic cua kfaicfa hlng phii Uipc Ufin di cfi
quitttohxft 1^ Uiongtin,do mpt ei nhln, tip Uii
quyen tiuy e(p vio m^t sin phim. Qua dfi, cic
nao dfittipctafinnhim Uifia mln nfau ciu ngufti
tic gii cho ting vific tmh gii tiin t{ sS cSn cft
Umg tin. Trongfaoptd«ng Uifing tin tiiu vifin,
vio mftc dp cua nhu cin cfta NDT vl nhftng chi I
moi losttanfasin phim Isi CO mftc dpttioamln
phi ml ein bp Uiu vifin phii bfi ra ngoii quy
^
1
Sfi3S9
Thing 11-2016
SAKI KHAI I
dinh de dip ftng nhu cin iy se khong dupe hfi
ttp mi se duvc tinh vlo gii cac cta phi di dq>
ftng nhu cau. Tuy ntaen, vific tinfa cta nay li
quan ttyng ngay d kta mot dupe dupe cung
cap mien phi. Dfii voi vific tinh ttieo mftc gii
xa hpi, lpi ieh ma tfai tiuong mpc tieu cic thu
vifin huftng toi U su hii long, dip ftng eic
mong mufin vifaostdpng phpc vu ttft nen Men
qua hon.
thfing tin nhanh, tiit kifim Uiori gian vi cic cta
phi khac.
Quang cao
Qoing eao bao gim mpi hinfa Ulftc ttuyin tin
efau qoan vi giin ti%i vi nhftng y Qifing, hlng
hfia hoac dich vu duoc Uiuc taen tbeo yfiu ciu
cfta chft tiii quing cao vi chft difi pfaii Uianfa min
cic cta pill
Cic thu vien cfi Uii dftng ntafiu hinh thftc
<3niSt ngtafin cftu kfaie, Christie Kooncz cho kfaic nhau di gioittiifiutiiongtinvfi sin pfaim,
ling dfii voi cin bO Um vifin, gii cl dupe tinh c^cfa vp toi NDI eung nfau xiy dpngfainfaInh
Uieo^cta pta Uifti gian ngufti cin bp thu vifin bo tfit vetimvifin dii voi ngufti diing tin muc tieu,
lade hoin Uiifin sin pbim, dich vp. Dfi cnng cfi Tft nji, bang ron, tft dinh diu trang vi cie tii
Uii 11 nhung yiu tfi vlt chit, cta pta' Uiiit kfi lieu quing eio li nhung diu taeu cfao tfaiy cic
khfing gian cho ttii nhi. Nhung tii quan diim Uiu vifin cong cpng dang no lpc chuyfin tii thfing
cua NDT, eta pta lpi cfi Uii dupe tinb nfau difip ttii nhfim ngufti dftng tin hifin tpi va nhftng
kfaoingttiftigian hp bfiradi cfi dupe sin phim, dii ttipng NDT tiim nang U ^ dang cfaua cfi
^ * c h v p vua y; dfi cung cfi ttii li su bittifincfta nfaan tiiue se sft dpng sin pfaim, dich vp mi
^ ^ ^ M n mft cua phpc vp; phong pfapc vp nhfi TVCC dang cung cap.
H p p f nhftng tiing in gly khfi chiu...tiipmeta
Tham eta ke hopch maiketing ttuyin mifing
li nhiing khfi kfain khi do xe trong khuon vien eung dupe ip dpng vi cung dem lpi kit qui cao.
thu vifin.
Vfii kmh nghipm ntaiu nam ttiin khai xuc tiin
Phan ph6i
marketing cfao H i ^fapiThu vifin My, Paufane
Theo quan diim marketing, kenh phin phfii vi Diantiia Dow Schuil dl dftc kit vi dua ra
11 m$t tsp hpp eic doanh ngtafip vi ci nhin dpc nhung m vin vi ctain lupc ttuyen Uiong tafiu
lip vi phpttiupclao nhau Uiam gia vio qui trinh qui eho mpi losi hinh thu vifin:
dua hingfafiatft ngufti sin xuit din ngufii tifiu
Vio nam 2000 tsi Bang Ilfanois, m^t ke
dftng. Trong kfau vpe quie doanfa, marketing hosch ctain lupc marketing tiuyin mifing da
cfing cpng CO mpc diefa lim cho cie cc quan dupettienkhai tpi 35 Unr vifin (29 TVCC, 3 Uiu
hinh chinh nhpntiiftevi cic tiim lpc cua mtoh vifinttuftngdsi hpc, 2tinrvifinttuftnghpc vi I
trong eic msng lufti tiip xfte vfti cfing chftng.
Uiu vifin dac bipt) dem Isi kit qui cao cho cic
Kfinfa phan phii trong marketing thu vifin Uiu vifin Uiam gia. Vific ehuyin Hi Uifing difip
khfing cta don Uiuin li tsi dia diim thpc ti NDT nay cfi ^ y dupe sp chft J hole tiep d n dupe ttM
cfi Uii cfi dupe djch vp cfta TVCC mi nfi cfin ttii nfafim dfii tiipng dich hay khong php ttnipe vio
tafinftvific cin bp TV(X td cfaftc dich vp chim dp ntaeu hay vific cfi gly dupe inttipngttifanih
sfic ngufti dung tin, nhung khfi khin kta nguoi tiifte den npi dung cfta Uifing difip chua ttong tii
dftng tm tiep cpn sin phim, dich vp hay nhftng lifiu quing eio. Do v(y, kta ttiin khai eie hoat
yiu ti vi khfing gian sft dpng cua tfta nhi Uiu dpng quing d o eung can CO nhung dinh gii, do
vifin cung d u ^ eoi li Uiinh phin quan trpng cfta luftng hifiu qui cfta boat dpng niy bing eic kit
kenh phin phoi.
qui phin bii tft pbfa NDTfaaynhftng biin dpng
Trong sd nhiing kenh phin phii trpc tiip tpi ttong vific sft dpng sin pfaam, diefa vp TVCC sau
ttp sft cfta eic Uiu vifintafinnay, mtemet vi hfi host dpng quing d o .
tiling msng LAN dupe nhiiu ngufti dftng tin
ConngirM
quan Um sft dpng. Vific kit nii internet tie dfi
Yeu tfl con ngufti li quanttipng,quyit djnh
cao giup NDT cfi thi tiip cin din eic nguin
tin, eic CO sft dftfafiucfta Uiu vifin di khai thic phan Ifin su Uilnh cfing cfta hoat dpng maiketing
ttong TVCC Cin bp TVCC li mSt phin cua qui
Si 3691
Thing 11-20161
trinh taorad e sin phim, diefa vp ciing nfau pbin NDT. Trong ITnh vyc sin xuit kinfa doanfa, cic
pfaoi sin phim vl dich vp den nguoi dung tto. doanh ngtafip lufin dpt vit di quin tri Uieo cac
Ngoai ra nfaung no luc cfta cin bfi TVCC tiung quy tiinh lim nen ting eho bp miy hopt dfing
vific hfi trp NDT giii quyet d c vin de, ho trp Host d^ng niy giftp cie quy dinhttungquy ttinh
tim kifim thfing tm kta cin ttait,... voi thii d§ cfitafiulpc vi cfi tiii quy ttich nhifim cho lftng
mem nfi, tpo sp tin tuftng se giy in tupng vfti ci nhln, tap Uii ttong bp miy ti chftc. Tiiy
NDT vi cfi tic d$ng toi vific xly dpngfainhinfa nhien, eie TVCC kta ip dpng yiu tfi quy tthih
ticfa cue vfi TVCC dii voi NDT. Bfin cpnfa dfi, cin ip dyng kit hpptiiemd e bifin phip khuyen
NDT cfta TVCC li dfii tupng chtoh ttong qui
khich sy linfa host, sing tso vl mft rfing tifiu
trinfatifipnfasn sin pfaim, diefa vy, do v|y, nfaung
chtoh dinfa gii kit qui cfing vific. Khi iy ngufti
kientiiftevi Uiai dpfapptic cua NDT trong qui
can bfi TVCC sfi khfing cim Uiiy hi gfi bfi yjo
trinfa giao dich vfii cin bp TVCC cung eo tic
dpng den kit qui cuafaostdpng dipftngnfau eiu mOt quy trinfa cftng nfaic cung nfau tpo dieu kifin
cfaofapsing tso, cfaft dOngfaonttongqui ttinh
tin cfta TVCC.
pfayc vp.
Ngoii vific dupe dlo tpo ngfaifip vy Uiu vifin
Diiu ki^n v^t chat
ciing nfau nfaftng kien tfafte cfaung eua cic nginh
Moi huong vjt chit cfta cie TVCC 14 noi
khoa hpc, cin bfi TVCC cin dupettnngW Win
thftc vi eie ky nang bfi tti? nhu ky ning giao cungftngeic sin phim, dich vy, tii nguyfin din
tiip, kJ ning lim vific nhfim, ky nang giii ngufti dftng tin, tsi day, d e yiu ti vi v§t chit
quyit cic vin di, ky nlng ra quyit dinh... Vific cfi nhung inh hufing nhat dinh den NDT. Cic
ti chftc Uiuftng xuyin d c host dpng tpp huan yeu ti lien quan din dieu kifin v|t chit nhu tfia
eho NDT nhftng kiin tiifte, ky nlng sft dpng nhi TVCC, kfafing gian vi mfii ttuftng hpc t§p,
d c sin phim Oiu vifin sfi giftp NDT tiip ein vi eic ttang thiit bi... cung phin inh mftt phin
su dpng sin phim, diefa vp eua TVCC ttd nfin vific chuyen tii tiiong dipp tfti NDT vi chil
hifiu quifaon.Qua dfi NDT se cim Uiiy hftng lupng cfta sin pfaim, diefa vp cfing nfau nguin
Uift hon khi tp mfaUi tiip cin vi khai Uiic dupe lyc tfafing tto mifapse dupe eung cap. Do di,
nguon lpc thfing Un. Song song vfti vific nay, cfi tfae Uiiy yiu ti co so vpt efaat hifin dpi, hang
nhftng cin bp TVCC lim cfing lie phpc vy Uiiet bi nhiiu tifin ich hay khong gian tia nhi
cOng can cfi Uiii dfi ciu Uii, ky nang ling ngfae thu vifin than tUfin vfii NDT sfi giftp cin bfi
vi xft ly tinfafauingktatifipxic vfti NDT. Hp TVCC ttiin khai eie quy trinfa phpc vp dupe
cin Uii hifin tinh Uian lam vific ntafit ttah, thin Uiuin Ipi hon. Day cung li yiu tofaitsftc quan
Uiifin, tiip nhin yfiu eau vi sin sing hi ttp kfai ttpng, inh huftng din d e faopt dfing eung cip
cin tiiiit.
sin pfaim, diefa vp cung nfau faost dfing
Quy trinh
marketing ttong TVCC.
Yiu to quy trinfa a itafintinhUian CO bin cfta
Din nay, ntaiu tfau vifin da nghien cftu vi ip
quan ttj TVCC hifin dpi. Ntafiu tfi chftc dl diu dyng host dpng marketmg ttong ttin vifin mfit
til cfing sftc, Uifti gian vi tiin cua di xiy dpng cich chu dOng vi da cfi Upu qui tich cyc. Sii
mpt quytiinhfaoptdpng tiieo hfi Uifing nhim dpng mfifainfamaiketing ttong d c nghifin era I
chuan hfia host dpng cung nhu nlng eao ning da chftng minh, eic tic gii dl cfi quan diim '
lpceuacinbfi,spphiihppnhip nhing giua cic dfing nfait ttong vificftngdpng mfi Unfa TPs dm
b« phsnttongti chftc. Vific Uipctafintfit cic quy
faost dpng marketingtiiuvifin. Cfatah vi vjy, vijc
ttinfa sfi giup cic ttiu vifin giim Uiifiu dupe eie
tiip tpc nghiSn cftu marketing die bifit li nghifin
vandfi,tietkifimflioigiancfaft dpi cfta NDTtpo
cftu vi ftng dpng mo tanh markettog TPs ttong
ra mfit gii tti Iftn, ding Uifti phii hpptafiuqui
^ua cic d nhin, don vittongtfi chftc nhim Uiu host dpng TVCC tsi Vifit Nam cfaic chin sfi dem
dupe ket qui tit hay phin hiiticfacpc Hr ptaa lpi tapu qui tieh eye •
N.H.N
ISfiThing38911-2016
