Một số biện pháp nhằm hoàn thiện hoạt động marketing online cho công ty cổ phần du lịch Golden tours

Oau tien toi xin cam O'n tat ca cac giang vien khoa quan trj kinh doanh trU'ong d9i

hQc MO' Thanh Pho Ho Ch( Minh da trang bj cha toi nhfrng kien thll'c� ky nang ve

chuyen nganh cung nhU' trong CUQC song, t,JO dieu kien tien de vil'ng ch�c cho ky

kh6a lu�n tot nghiep nam 2015 cua toi cung nhU' con dU'ong St/ nghiep trong tU'O'ng

lai. O�c biet la giang vien Th.s Nguy�n Thuy Huyen, ngU'O'i da tr11c tiep hU'&ng d§n

toi hoan thanh khoa lu�n thanh cong. Nhil'ng kien th11c, ky nang va St/ chi d§n t�n

tlnh cua coda giup toi ti/ tin hO'n de th11c hien cac yeu cau mot each tot dep cua ky

khoa lu�n nay.

Ve phfa quy cong ty, toi xin gU'i loi cam an chan thanh den cong ty co phan du ljch

Oi�m Vang (GOLDEN TOURS) da t�o cho toi ca h<;>i d� c6 th� ap d1,mg nhfrng kien

th11c da hQc vao thl/c ti�n cung nhU' ren luyen them nhil'ng kien th11c, ky nang khac

t9i cong ty. O�c biet gi'.ri loi cam O'n den ban giam doc va phong marketing, phong

ban toi da thl/C t�p, Tong giam doc cong ty anh Nguy�n NgQC Ut da t,JO dieu kien,

giup do toi trong suot qua trlnh th11c t�p cOng nhU' khoa lu�n tot nghiep.

Dong thai cam an den gia dlnh, bc;tn be va cac bc;tn sinh vien thl/c t�p cung thai

diem t9i cong ty da h6 trQ' toi trong cong viec va la tien de tot de toi hoan thanh

bai khoa lu�n tot nghiep cua mlnh.

Mot Ian nil'a toi xin chan thanh cam an khoa quan tri kinh doanh trU'ong d9i hQc

M& Thanh Pho Ho Chf Minh va cong ty GOLDEN TOURS da giup do toi hoan thanh

bai khoa lu�n tot nghiep nay. Tuy nhien, do kien th11c, kinh nghiem va ky nang trlnh

bay con nhieu h,Jn che nen khong tranh khoi nhil'ng sai lam, thieu sot, mong nh�n

dU'Q'C St/ dong gop cua giao vien hU'&ng d§n cung quy thay co.

Thanh pho Ho Chi Minh, thang 05 nam 2015.

Sinh vien

Le Trc;mg Thanh Tin

NHAN XET CUA GIANG VIEN HUONG DAN

xAc NHAN ciJA GIANG VIEN HUONG DAN

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NHAN XET CUA GIANG VIEN PHAN BIEN

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XAC NHAN CUA GIANG VIEN PHAN BIEN

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MUCLUC

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PHAN 1: MO DAU ............................................................................................... 1

I.I. LY DO CHON DE TAI. ........................................................................... 1

1.2. MQC TIEU, PHAM VIV A PHVONG PHAP ........................................ 1

1.2.1. M\lC tieu ............................................................................................. 1

1.2.2. Ph�n1 vi .............................................................................................. 1

1.2.3. Phuang phap ...................................................................................... 2

1.3. GICH THn�u KET cAu BAI KH6A LUAN .......................................... 2

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PHAN 2: ca sa LY LU4-N ················································································ 3

2.1. N(H DUNG CUA MARKETING ONLINE ............................................ 3

2.1.1. Khai ni�m Marketing Online ............................................................. 3

2.1.2. 5 nguyen tic cim Marketing Online ................................................... 4

2.1.3. Lqi ich c11a Marketing online ............................................................. 5

2.2. cAc CONG CV MARKETING ONLINE .............................................. 6

2.2.1. En1ail n1arketing ................................................................................. 6

2.2.2. Website ( fornm, blogger, google site, php, wordpress .... ) ................ 6

2.2.3. M�ng xa h()i (Facebook, Twitter,G+, linkhay .... ) .................... : ......... 7

2.2.4. SEO ( SEO tu kh6a, hinh anh, video .... ) ............................................ 7

2.3. M()T s6 DlNH NGHlA VA KHAI NIBM DU()C su· DQNG PHO BIEN

TRONG MARKETING ONLINE ...................................................................... 7

2.4. NHUNG DIEU KIBN co BAN DE DOANH NGHIBP TH{JC HIBN

MARIZETING ONLINE .................................................................................... 9

2.4.1. H� th6ng hanh lang phap ly ............................................................. 10

242 . . .D·" 1eu t·" (lyl1 ve "11" 1 1an sv ...................................................................... . 11

243 . . . r-.·;:_ vleU l ' 1(ly" l1 ve ;:_ Cv N, SO" V"t � C hf..t a ............................................................ .. 12

PHAN 3: THl/C T�NG CUA H04.T DQNG MARKERING ON�INE·T�I

" , �· .. . . CONG TY GOLDEN TOURS .......................................................................... 13

3.1. TONG QUAN THl TRVdNG TRUONG MAI DIBN Tu' NAM 2014

TAI VIBT NAM ............................................................................................... 13

3.2. GIOI THIBU so NET VE CONG TY ................................................... 16

3 .2.1. Qua ttinh hinh thanh, phat triSn ....................................................... 16

3.2.2. D�c diSm cua c6ng ty c6 phin Golden Tours .................................. 17

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3.2.3. Linh vµc ho<;tt d9ng cua cong ty ....................................................... 21

3.2.4. Ngu6n nhan Ive, ngu6n tai chinh cirn c6ng ty, kSt qua ho<;1t d<)ng

kinh doanh cua cong ty .................................................................................. 22

3.2.5. Cac thu�n lqi va kh6 khan chung c1rn c6ng ty ................................. 28

3.3. THCjC TRANG HOAT DQNG MARKERING ONLINE TAI CONG TY

GOLDEN TOURS ............................................................................................ 29

3.3.1. Sa luqc vS ho<;tt d9ng marketing t<;ti cong ty Golden Tours ............. 29

3.3.2. Cac ho<;tt d9ng Markeking Online dang duqc triSn Imai t<;ti cong ty

Golden Tours ................................................................................................. 31

3.3.3. Cach thuc thvc hi�n cac ho<;tt d9ng marketing online cua cong ty .. 32

3 .3 .4. Nh�n xet vS ho<;tt d<)ng marketing online cua cong ty Golden

Tours .......................................................................................................... 41

3.4. PHAN TicH cAc NGUYEN NHAN ANH HUONG DEN HOAT

DQNG MARKETING ONLINE CUA CONG TY .......................................... 46

3.4.1. Nguyen nhan tu nhan t6 moi tnrong phap lu�t - harm lang phap ly 46

3.4.2. Nguyen nhan tir ngu6n nhan Ive ...................................................... 47

3.4.3. Nguyen nhan tu ca s6' v�t chit - be) ph�n ky thu�t va IT ................. 47

3.4.4. Nguyen nhan tir ngu6n kinh phi ...................................................... 48

3.4.5.

3.4.6.

3.4.7.

Nguyen nhan tir d6i tac .................................................................... 49

Nguyen nhan tu d6i tht\ c<;1nh tr<;1nh .................................................. 49

Nguyen nhan tir san ph§m/dich Vl,l . ................................................. 49

PHAN 4: M<)T SO DE XUAT NHAM HOA.N THI]::N HO�T DQNG

MARKETING ONLINE T�I CONG TY GOLDEN TOURS ...................... 50

4.1. DE XUAT GIAI PHAP CHUNG CHO TOAN B◊ HOAT DQNG

MARKETING ONLINE HI]$N NAY CUA CONG TY .................................. 50

4.1.1. DS xufit giai phap vS ngu6n nhan Ive .............................................. 50

4 .1.2. DS xufit giai phap vS ca s6' v�t chfit - b9 ph�n ky thu�t va IT ......... 5 0

4.1.3. DS xufit giai phap vs San ph§m/djch V\l .......................................... 53

4.2. MOT s6 DE xuAT NHAM HOAN THIBN CHO TUNG HINH THUC

MARKETING ONLINE CUA CONG TY GOLDEN TOURS ....................... 54

4.2.1. Hoan thi�n hinh thuc ti Sp thi b�ng Email (Email Marketing) ......... 54

4.2.2. Hoan thi�n hinh thuc tiSp thi thong qua cac diSn dan (Forum

seeding) .......................................................................................................... 5 8

4.2.3. Hoan thi�n hinh thuc tiSp thi thong qua Facebook (Fance

Facebook) ...................................................................................................... 60

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4.2.4. TiSp tvc th\l'c hi�n hinh thuc quang cao qua Facebook (Facebook

Ads) .......................................................................................................... 64

4.2.5. Tri�n ld1ai hinh thuc quang do qua c6ng cv tim kiSm Google

(Google Adword) .......................................................................................... 66

4.3. MOT s6 DE XUAT KHA.C NHAM NANG CAO HII;:U QUA HOAT

BONG MARKETING ONLINE CUA CONG TY TRONG THCH GIAN SAP

TdI ................................................................................................................ 10

4.3.1. Xay dµng 1 BLOG rieng cho c6ng ty .............................................. 70

4.3.2. Su dvng trang mc;ing xa h9i YOUTUBE .......................................... 72

PH.AN 5: KET LUi)..N ························································································ 73

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TAI LI:J::U THAM KHAO ................................................................................. 75

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DANH MUC VIET TAT

TU VIET TAT TU DAY DU

ACC Phong kS toan

GDKD Giam doc kinh doanh

Golden Tours Cong ty c6 ph�n du lich DiSm vang

HR Phong hanh chinh nhan sv - IT

OPE Phong diSu hanh

Sales Phong Kinh Doanh

Tour Chuong trinh du lich

Golden Tours Cong ty c6 ph�n du fich DiSm vang.

DN Doanh nghi�p

TMDT Thuong m(.li di�n tu

CNTT Cong ngh� thong tin

KR Khach hang

IT B(> ph�n cong ngh� thong tin

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DANH SACH BANG BIEU VA BIEU DO

TEN TRANG

Bang 2.1 - Khung phap ly ca ban cho thuang m?i di�n tfr t<;ti Vi�t Nam 11

Bang 3 .1 - Gia tri UO'C tinh mua hang tivc tu yen c1\a 1 nguoi trong nam 2014 13

Bang 3 .2 - Ca cau t6 ch{rc nhan S\1' c1\a cong ty 25

Bang 3.3 - Bao cao kSt qua kinh doanh cua cong ty qua cac nam 26

Bang 3 .4 - Cac chi s6 bao cao kSt qua kinh doanh trong vong 3 nam 27

Bang 3.5 - Bang ho?t d(h1g marketing trong vong 6 thang cuoi nam 2014 30

Bang 3.6 - Danh sach cac Fanpage do cong ty quan ly 35

Bang 3. 7 - Qui trinh cac bu6c dang bai tren m?ng xa h(H 36

Bang 3.8 - Qui trinh cac bu6c chia se hinh anh tour du lich dSn khach hang 37

Bang 3.9 - Kinh phi cho ho<;tt d9ng marketing online cirn cong ty 48

Bang 4.1 - Danh sach m1,1c dich va thoi gian gfri 56

Bang 4.2-Bang ke hO?Ch dang bai tren Fornm 59

Bang 4.3 -Bang hr kh6a cua cong ty 67

BiSu d6 3 .1: Ty I� nguoi dan mua sam tr1,1·c tuySn 13

BiSu d6 3.2: Cac hinh thuc mua sim tl"\fC tuySn cua nguoi dan 14

BiSu do 3.3: Doanh thu quang cao tl"\fc tuySn cua Vi�t Nam dSn nam 2018 15

Bi�u d6 3.4: Ca c�u dan s6 va GDP binh quan dau nguoi Vi�t Nam nam 2014 15

BiSu do 3.5: KSt qua ho<;tt d9ng kinh doanh cua cong ty Golden Tours 26

BiSu d6 4.1: Thai diS111 truy c�p Internet trong ngay thuang xuyen nh�t 63

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