Một số giải pháp nâng cao hiệu quả hoạt động marketing trực tuyến về môi giới bất động sản cho Công ty CP-XD Đỉnh Vàng

TRUONG DAI HOC MO TP. HO CHI MINH . .

KHOA QUAN TRJ KINH DOANH

BUI THJ TRUC MAI

MSSV: 0854010342

M()T SO GLAI PHAP NANG CAO HlE:U QUA 1104-T

DONG MARKETING TRUC TUYEN VE MOI GIOI B.AT

• 0

DONG SAN CI-IO CONG TY CP-XD DINH VANG

KIIOA LU�N TOT NGHitP

NG.ANH: Quan trj kinh doanh

Chu.yen nganh: Quan trj Marketing

L6'p: QT08MK1

NGUOI HUONG DAN KHOA HQC

THS.NGUYEN THUY HUYEN

TP.HB Chi Minh, thiing 04/2012

LOI CAMON

03WJc0

DS tai khoa lu?n "M9t s6 giai phap nang cao hi�u qua ho!_lt d(h1g marketing

trµc tuySn v@ moi gi6i bfit d9ng san cho cong ty c6 ph�n xay dµng Dinh

Vang" da duqc hoan thanh nha sµ g6p y va hu6ng dtin tu phia cong ty va

nha truO'llg.

Tnr6c hSt xin cam an ban giam d6c va cac anh chi trong cong ty da t!_l-O diSu

ki�n thu?n lqi cho em trong qua trinh thvc t?P t!_li day. Dl,lc bi�t xin gui foi

cam an chan thanh d@n anh Tr�n Bui Qu6c Chuong - truang phong

marketing cong ty Dinh Vang, da chi d�n va g6p y t?n tinh v@ kiSn thuc

chuyen mon nghi�p V\l giup em CO th6 hoan thanh khoa lu�n nay m9t each

t6t nhfit.

Cam an co Nguyen Thuy Huy@n da t?n tinh giup do va hu6ng d&n em hoan

thanh chuyen d� tlwc t�p vai tfit ca tinh th�n trach nhi�m va long nhi�t tinh.

Em cling xin cam an cac th�y co khoa Quan tri kinh doanh da t?n tam truy@n

d!_lt tri thuc ding nhu nhung kinh nghi�m quy bau trong su6t qua trinh h9c

t�p t!_li tmang d!_li h9c Mo· TP .HCM.

M9t l�n em nua xin chan thanh cam on!

Sinh vien thvc t?p: Bui Thi True Mai

Trang i

,... ,. ? ? .I'\.

NHAN XET CUA GIANG VIEN

..t:. .. , ................................................ ·············

···· ·········· ..... {).\{ .. • ••• i.(J,, ; j, •••• , .i:{ , •

...................... ·t···························································· ·························

.... i.

f

• • .f•. • •••• • •••• t. I.•.•

Trang ii

MUCLUC . .

MO DAU ........................................................................................................................................ l

CHUONG 1: CO SO LY LUAN VE HOA.T DQNG MARKETING TRCJ

C TUYEN ............ 3

1.1 NhCi'ng vAn d6 cu ban vS marketing tr\l'C tuySn ................................................................ 3

1.1.1 Khai ni�m markeing trµc tuySn (marketing online): .................................................. 3

1.1.2 M6 hinh marketing tn,rc tuySn: ................................................................................... 3

1.1.3 Ban ch�t marketing trµc tuySn .................................................................................... 4

1.1.4 D�c di�m cua marketing tn)'c tuySn ............................................................................ 5

115 L ''l 'h 1

/-

, k' "

. . 91 1c 1 va l;ln c 1e cua mar etmg trvc tuyen: ........................................................... . 5

6 . " k' A ' I . " 1.1. D1eu lftll ap d\mg mar rntmg tqrc tuyen: ................................................................. .. 6

1.1. 7 Quy trlnh l�p k:S ho?ch marketing twc tuySn: ............................................................ 7

1.2 SlJ thay d6i trong hanh vi khach hang : .......................................................................... 12

CHUONG 2: TONG QUAN VE CONG TY CO PHAN xA Y Dl)'NG DiNH VA.NG ......... 14

G. ,. I.,.., " J... h" 2.1 101 t 11vu cong ty co p an - xay A d D' I V' lJllg m 1 ang ..................................................... .. 14

2.1.1 Lich SU' hinh thanh va qua trinh phat tri�n ................................................................ 14

'

2.1.2 To chfr

c b9 may quan ly cua c6ng ty ........................................................................ 16

2.1.3 Cac ngu6n Ive chu ySu cua c6ng ty .......................................................................... 18

2.1.4 KM1ch hang va thi tnrong cua c6ng ty ...................................................................... 20

2.1.5 Gi6'i thi�u djch vv moi gi6'i bAt d9ng san cu.a c6ng ty c6 ph§n - xay d\mg Dinh

Vang 21

2.1.6 KSt qua ho?t d9ng kinh doanh .................................................................................. 22

2.2 Phan tfch m6i trncmg kinh doanh cua c6ng ty ............................................................... 25

2.2.1 M6i truo11g VI m6 ...................................................................................................... 25

2.2.2 M6i tnn'Jng vi mo: .................................................................................................... 26

2.3 Thvc tr1;tng ho?t d<)ng marketing trµc tuySn v6 m6i gi6'i bAt a<)ng san t1;ti c6ng ty ........ 31

2.3.1 Mvc tieu marketing tn,rc tuy6n ................................................................................. 31

2.3 .2 Xay d1,1ng va c�p nh�t website: ................................................................................. 31

' '

2.3.3 Cac chien thu�t truyen thong .................................................................................... 34

2.4 Danh gia th\}'C trl;lng ho1;tt d9ng mark�ting t1vc tuy6n cua c6ng ty c6 phlin - xay d\rng

Dinh Vang .................................................................................................................................... 40

2.4. l Nhil'ng k6t qua c6ng ty da d1;tt duqc: ........................................................................ .40

Trang iii

2.4.2 Nhfrng h?-n chS: ......................................................................................................... 41

CHlfONG 3: M()T SO GIAI PHAP NA.NG CAO HO�T D()NG MARKETING TRl)'C

TUYEN VE MOI GI6I BAT D()NG SAN CUA CONG TY CP-XD DINH VA.NG ................. 45

3.1 Xay di,rng ma tr?n SWOT .............................................................................................. 45

3 .2 M9t s6 giai phap nang cao hi�u qua ho?-t d9ng marketing tn,rc tuySn ........................... 48

3.2.1 Sir di.mg t6i da cac c6ng cv quang cao tn;c tuySn: .................................................. .48

3.2.2 Boan thi�n website: .................................................................................................. 50

3 .2.3 B6 sung va dao t?-O nhan sv: ..................................................................................... 51

3.2.4 Cac ho?-t d9ng h6 tr<;r khac ........................................................................................ 51

KETLUAN .................................................................................................................................. 53

Trang iv

Khoa lu(jn t6t nghiefp GVHD: Ths.Nguyln Thuy Huydn

MO DAU

LYDO CHQNl>ETAI

Ngay nay v&i sv tiSn b9 cua khoa h9c ky tlm�t da ma ra nhiSu ca h(H kinh doanh cho

cac doanh nghi�p tren ph?m vi toan thS gi&i. Di;ic bi�t trong nhfrng nam g�n day cong

ngh� thong tin c6 XU hu&ng diSn ra VO cung m?nh me t?i cac nu&c dang phat triSn.

DiSu nay vua g6p phk t?o ra lqi thS trong qua trinh dua cac san phAm, dich V\l dSn v&i

thi tmang m\lc tieu, d6ng tho·i t?o ra sv d6i m&i trong vi�c xay dvng chiSn luqc kinh

doanh cua cac doanh nghi�p.

Vi v�y dS theo kip v&i xu hu&ng thai d?i vi�c ap d\lng cong ngh� thong tin vao cac

ho?t d9ng marketing la diSu khong thS thiSu. Do d6 ho?t d9ng marketing trvc tuySn da

ra dai va ngay cang khlng dinh vi tri quan tr9ng trong cac ho?t d9ng san xu§.t kinh

doanh cua cac doanh nghi�p. Hi�n nay da c6 r§.t nhiSu cong ty t?i Vi�t Nam ap dvng

hinh thuc marketing trvc tuySn bai vi�c tiSn hanh cac chiSn <lich tiSp thi se giup tist

ki�m duqc nhiSu chi phi va thai gian han so v&i vi�c tlwc hi�n theo hinh thuc truySn

th6ng nhu tm&c day.

Tu thvc tiSn tren kSt hqp v&i nhung kiSn thuc da h9c t?i trnang, dS tai: "M<)t s6 giai

phap nang cao hi�u qua ho?t d9ng marketing trvc tuysn vs moi gi&i bit d<)ng san cho

cong ty C6 ph§.n Xay dlJllg Dinh Vang" da duqc Iva cl19n. DS tai nay thvc hi�n tren ca

sa v�n dvng kiSn thuc vs Marketing di;ic bi�t la ly thuySt truySn thong quang cao nh�m

m\}C dich phan tich cung nhu danh gia SlJ tac d9ng cua Marketing trvc tuySn d6i v&i

m<)t cong ty co quy mo nho nhu ths nao.

PB4-M VI NGHIEN CUD CUA DE TAI

Cong ty Dinh Vang ho?t d9ng tren ca 2 linh VlJC xay dvng va b§.t d9ng san nhung dS tai

chi t�p trung vao vi�c phan tich cac ho?t d9ng Marketing online mang moi gi&i b§.t

d9ng san t?i khu VlJC thanh ph6 H6 Chi Minh.

PHUONG PH.AP NGHIEN CUD

Phuang phap thu th�p thong tin thu c§.p tu tai li�u cong ty, sach bao va tl;lp chi chuyen

nganh, tu li�u tren Internet...

SV: Bui Thj True Mai Trang 1·