Marketing hỗn hợp trong hoạt động thư viện

NGHIEN CUU - TRAO Ddi

MARKETING H5N HQF

TRONG HOAT DONG THIT VIEN

ThS. Bui Thanh Thuy

Khoa TTidng tin Thu' vien - Tru'dng OH KHXHNV

arketing hon hdp (^marketing mix) la tap

hdp cac cdng eu tiep thi du'dc doanh

nghiep sir dung de dat du'dc trpng tam

tiep thj trong thi tru'dng muc tieu. Thuat ngCJ nay

lan dau tien du'dc sir dung vao nam 1953 khi Neil

Borden la chii tjch ciia hiep hdi Marketing Hoa Ky

lay y tu'dng cdng thirc them mot du'dc ni/a va dat

ra thuat ngC/ marketing hon hdp. Nam 1960, E.

Jerome McCarthy da de nghj phan loai theo 4P:

Product (San pham). Price (Gia ca). Place (Phan

phdi). Promotion (Xue tien hon hdp), ngay nay da

du'dc xem xet, nghien ciru va irng dung rpng rai.

Cd the ndi marketing hon hdp giiip thu'vien va

cac trung tam thdng tin xac djnh vj tri san pham

va djch vu ciia minh mot each ben vUng trong

nhan thirc ciia ngu'di diing. No xem xet si/ tac

ddng qua lai ciia 4 yeu td chinh: san pham, gia

ca, phan phdi va xuc tien hon hdp. Cd the hieu

"bat ky mot bien sd nao nam du'di siJ dieu khien

ciia cdng ty ma cd the anh hu'dng tdi mire dp

phan irng ciia khach hang la mot bien sd ciia

marketing hon hdp" [8]. Do vay ciing vdi 4P

truyen thdng, marketing hon hdp con cd the du'dc

xem xet them vdi cac bien sd P khac dan den cd

cac cdng thirc 5P, 6P, 7R Oil cdng thirc gom cac

P nao thi cdng thirc dd van bao gdm 4 bien sd P

chinh d tren. Cac bien sd P khac cd the ke den

nhu': Con ngu'di (People), Yeu td vat ly (Physical

evidence). Qua trinh (Process), Xac djnh vj tri

(Positioning), Chinh sach cdng cdng va chinh trj

(Public Policy and Polistics), Odng gdi

(Packaging). Cac yeu td them vao nay da tiem an

trong cac mat ton tai ciia 4R Thdi gian gan day

xuat hien each hieu ve 4P rat mdi.

Theo Philip Kotler, 4P tren nen chuyen thanh

4C hon hdp hu'dng tdi khach hang. Cu the, san

pham (Product) trd thanh gia trj ddi vdi ngu'di

diing (customer/user value); gia ca thanh chi phi

ciia ngu'di diing (cost for user/user cost) bao gdm

ca chi phi ve thdi gian va cdng sire; phan phdi trd

thanh si/ tien Idi cho ngu'di diing (user conven￾ience); va xiic tien hon hdp trd thanh giao tiep vdi

ngu'di diing (user communication) [2]. Ung hp

quan diem nay, chiing tdi trinh bay ndi dung

bai Viet ciia minh theo 4C ciia R Kotler.

1. San pham/ Gia trj doi vdi ngu'di dung

Kotler da du^a ra khai niem ve san pham nhu'

sau: "San pham la nhuhg gi ma cd the duU ra thi

tru'dng nham gay si/chu y, thu hut stTdung hoac

tieu dung ma cd the thoa man mong muon hoac

nhu cau. No bao gom cac yeu to vat ly, dich vu,

con ngu'di, dia die'm, to chu'c va y tu'dng" [2].

Nam 2000, dng da them "thong tin" siao san

pham:

"San pham la nhu'ng gi cd the du'dc du'a ra thi

tru'dng de thoa man nhu cau hoac mong muon.

San pham du'dc marketing bao gom cac san

pham vat ly, dich vu, kinh nghiem, si/ kien, con

ngwdi, dia diem, tai san, to chu'c, thong tin va y

twdng"[3].

Trong hoat ddng thdng tin thu" vien, mot khai

niem du'dc nhieu nha thu" vien hpc trich dan la

ciia Eileen Elliot de Saez: "san pham va dich vu la

nhu'ng gi ma dich vu thong tin hoac thu' vien dang

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