VanLuong.blogSpot.com Sach365

8/2/2019 VanLuong.blogSpot.com Sach365

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Mc tiu ti:Tng nhn bit ca thng hiu sch 365trong cngng mng c thi quen s dng internet hng ngy v cthi quen mua sm trn mng


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Tn nhm: FOM Focus on Online Marketing

Thnh vin :

1.L i Dng (Trng nhm)

2.Nguyn Trng Th

3.Nguyn Th Hng Gm4.Dng Th Ngc L

5.Trn Hng Lin

6.Trng Cng Minh Tun

7.Nguyn Ngc Phng


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Doanh thu ngnh phn phi schl hn 2.500 t ng trong nm

2010 (90% thng qua nh sch) Tc tng trng ca th trng

sch trc tuyn l 150% /nm

Tim nng th trng trong tnglai cn rt ln

PHN TCH TH TRNG SCH TRC TUYN


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PHN TCH I TH CNH TRANH Hin c gn 100 n v bn sch trc tuyn

Cnh tranh tng i khc lit, cc n v ang chuyn

sang giai on cnh tranh v gi Tm chia ra lm 2 nhm chnh 1A, v 1B:


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PHN TCH I TH CNH TRANHCng ty Th phn,

nh vMarketing Sn

phmDchv

Gi c K hoch phttrin tng lai

Vinabook-DT: 75 tVND

- Nh schtrc tuynln nhtVit Nam

- SEO

-facebook

- Email

-a dngv sch

quc vn- C thmbng a,tp ch

- Nhnchung

l tt

- Cao hnhoc bng

gi ba- C gim ginhng t, slng nh

- Trin khai thmbn ebook c

bn quyn- Thiu tp trungv b lose focuscho hotdeal

Tiki - Websitebn schv ccthit b giitr cao cp

- Khc bitho- SEO

- Facebook

- Email

- Tiki xu

- Trngthng

- Schquc vn- Schngoi vn- Thit bgii tr

- Ttnht

- Ph giaohng cao hn- Bt ugim gi,nhng rt t

- Bt u chinlc cnh tranhgi- M rng thtrng


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PHN TCH I TH CNH TRANHCng ty Th phn,nh v

Marketing Snphm

Dch v Gi c K hoch phttrin tng lai

Phng

Nam

- DT: 248 t

- Kinhdoanh vnha caocp

- T chc

s kin- Khuynmi trongnm

- a

dng snphm- Hthngnh schv caf

sch htr

-Website

tt nht,thnthin

- Gim gi

nhiu hncc n vkhc

- L n v c

tim lc nhthin ti- ng b hoh thng nhsch trc tuynvi nh sch

hin ti


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Fahasa Cng ty pht hnh sch Ph Nhun Fahasa ang c th phn ln nht trong lnh vc bn l v

pht hnh sch ti Vit Nam. Bn cnh chui cc nh sch

bn l sch,vn phng phm,Fahasa cng dn u trongpht hnh sch ( da vo mng li ca hng bn l cachnh Fahasa, Fahasa ang c quyn lc bn l rt ln, cccng ty sch tc nh sn xut, phi da vo Fahasa phn phi sch ra th trng ), vy 2 lnh vc mnh nht

ca Fahasa hin ti l : H thng nh sch v Pht hnhsch

PHN TCH I TH CNH TRANH


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PHN TCH TNH HNH NI TI SACH365.COM

Trang web chnh : http://sach365.com

Bn hng thng qua h thng cng tc vin bn trc tip cctrng i hc; hoc t chc hi sch, gian hng bn sch cctrng.

Th phn bn online ca Sach365.com vn cn kh khim tn. Lngkhch khng n nh.

Giao din website khng bt mt, host chm, cha c nhiu imnhn

Thanh ton th hn 90% vn l COD Cash on demand. Ngoi ra c

th thanh ton bng 2 v in t Bo Kim v Ngn Lng.


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Hot ng qung co online thc hin Khuyn mi gim gi nhiu t trong nm

Facebook Fanpage vi hn 3900 fanhttp://www.facebook.com/Sach365page

nh v trong tm tr fan y l 1 fanpage hay chia s nhng cu ni

trch dn hay t sch, nhng note ngha, nhng video truyn cmhng

Ngoi ra Sach365.com lm nhiu blog, mng x hi khc qung co nh twitter, wordpress, tamtay.vn, yume, blogger.

V forum seeding, Sach365.com tp trung vo nhng site khng cm

qung co (tc l thoi mi spam). a s y l trang rao vt. Build t kha ca tng cun sch trong thi im ngn hn.

-> Nhn xt chung: dn tri, khng c chng trnh v chin dch xuyn sut


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CI THIN TNH HNH HIN TI

Lm li website: u tin l giao din thun tin chokhch hng, phi mu hi ho.

Thc hin cc chin dch marketing

TIN HNH CHIN DCH ONLINE MARKETING

NHM TNG NHN BIT THNG HIU

CHIN DCH QUYN GP SCH XY DNG

T SCH YU THNG


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Sch gip ta bit v qu kh, hiu hin ti v nm bt con ng catng lai . Tuy nhin, khng phi ai trong chng ta cng c iu kin mua sch c, nht l nhng bn c hon cnh kh khn. S thiu thnv vt cht khng thit thi bng s thiu thn vn ha tinh thn, c bit

l sch T suy ngh , Sach365.com mong mun cng mi ngi thc hin

chin dch quyn gp sch c v trch mt s lng sch mi xydng t sch cho tr em cc mi m vi mong mun mang nhng trithc gip cc em nh hng con ng mi, chp cnh nhng c m .


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ng thi qua chin dchny, Sach365.com munxy dng v qung b

hnh nh thng hiuSach356.com n vikhch hng vi thngip:

Chia s yu thngNng tm tri thc


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THI GIAN CHY CHNG TRNHW0 w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12

Chng trnhthu gom t 1 t 2

Chng trnhxy dng t

sch

Mim

1,2

Mim

3,4,5

Mi m 6,7,8Tng kt chng trinh trong

qu.

Tri n khch hngMicrosite

Google Adwork

Banner ads

Key message:Chia s yu

thng. Nngtm kin thc

Thng bo s kinThi gian a im 1

Tong ket dot 1 +remind event

Social media

Forum

Email database c sn

sms marketing database c snThng

bo SMS cm n

THI GIAN : T 15/07/2011 N 15/10/2011


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MARKETING TRUYN THNG Chin dch ku gi ny s ko di trong 3 thng, trong khong thi gian .

Sach365.com s trch ra 10% doanh thu trch ra lm qu xy dng tsch thng yu

Tin trnh thc hin:

i kho st cc mi m tnh thng trn a bn thnh ph. Ku gi mi ngi quyn gp sch. Tp trung qung b, gii thiu s

kin ny.

Xy dng 6 a m thu gom sch ri u trn khp thnh ph. aim thu gom sch d kin s l cc trng hc. Khi ngi ta quyn gpsch th s xin thng tin cm n v xy dng database khch hng.

t cc standee ti cc qun c ph, cc cao c vn phng, trnghc.

Thng th nht l thi gian khao st, qung b, ku gi, thu gom sch,phn loi, chun b. K t thng th 2 th s bt u xy dng t sch chocc mim


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CC CNG C ONLINE MARKETINGTRC TUYN P DNG

CHO CHIN DCH


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1. Thit k microsite Gn trn subdomain: tusachyeuthuong.sach365.com Chi ph thit k: 15 triu VND

Mc ch: l ni ng ti ton b tin trnh, kt qu hotng ca chin dch T sch yu thng


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2. Google Adwords Tin hnh la chn v phn tch t kho

Mua nhiu t kho:

Chi ph: mua trn gi BG 5, ph 7,5 triu / thng Mc ch: Trong thi gian ngn 3 thng th vic tin hnh

ti u ho SEO l rt kh. V vy cng ty quyt nh muat kho trn google tng pageview vo website.


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3. Banner Ads S dng 2 hnh thc: Web banner v Facebook Ads

1.Web banners: Chy trong 8 tun

2.Facebook Ads: Chy trong sut 3 thng qung b vPage T sch yu thng trn facebook v microsite


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3. Word box application


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Chi phTOTAL COST

Banner 40,300,000

Box Application 48,000,000

Total (VND) 88,300,000

VAT (10%) 8,830,000

Total (VND) 97,130,000

PR ArticlesWebsite Section Unit cost Quantity

Dantri.com.vn "Khuyn hc" free 1

BANNERs

Websites Position Banner Size Unit cost Timeline Amount Discount Total cost

SOV 3 pixel VND/week week % VND

Dantri.com.vn Gio dc + Vic lm Mini banner 300 x 125 5,000,000 T tun 5 - 8 4 8% 18,400,000

Zing.vn Sng tr Right banner 2 300 x 100 2,500,000 T tun 1 - 4 4 25% 7,500,000

Webtretho.com Trang tin Rectangle 1 300 x 100 4,000,000 T tun 1 - 4 4 10% 14,400,000

TOTAL 40,300,000

BOX APPLICATION

Websites Position Banner Size Unit cost Timeline Amount Discount Total cost

SOV 3 pixel VND/week week % VND

Dantri.com.vn Gio dc + Vic lm Hight Banner A+ B 300 x 600 15,000,000 4 tun u tin 4 20% 48,000,000

TOTAL 48,000,000


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4. Social media network Facebook:

Duy tr hot ng fanpage Sach365.com hin ti

To fanpage mi, T Sch Yu Thng. i kuqung b v page, s dng thm facebook ads htr qung b. T chc event quyn gp sch trnfacebook. Thng xuyn c nhng post mi cp nhtv chin dch ln page, a nhiu video clip cm

ng, hay nhm to hiu ng viral


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4. Social media network Tin hnh ng b gia website v cc ti khon mng x

hi nh facebook, Zing Me, Twitter, Yume, Go, Banbe,..

To 1 knh ring trn Youtube: a nhng clip ku ging gp sch, tin trnh thc hin t sch,..

Thi hn: ko di sut 3 thng


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5. Forum seeding Thu 2 cng tc vin m nhn cng vic ny

Ban u s tin hnh spam trn rt nhiu din n mi ngi bit v chin dch ny

Duy tr topic cc din n ln nh: webtretho,lamchame,

Lng c tnh cho mi cng tc vin l 800k 1 thng

Thi hn: ko di sut 3 thng


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6. Email marketing Gi newsletter hng tun cho khch hng: thng bo v

sch mi, cc khuyn mi, s kin ca cng ty

Chi ph: 2 triu/ thng, tng ng 80,000 email mithng


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7. SMS marketing Dng Brandname SMS gi ti ton b khch hng nhm

thng bo chin dch, ku gi quyn gp sch (c lng8 triu)

Gi SMS cm n nhng ngi tham gia chin dchquyn gp sch (c lng 1 triu)


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NGN SCH ONLINE MARKETING :

Knh thc hinThng

1Thng

2Thng

3

Microsite & graphic design 25

Web banner/ PR

Ad network 24.1 20.2

Box application 52.8Facebook ads 6 6 6

Forum seeding 1.6 1.6 1.6

Ph lm t sch 12 12

SMS Marketing 8 1

Ads word 7.5 7.5 7.5

Email 2 2 2

Cng 127 49.3 30.1 206.4n v: triu ng


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