4P factors in e-marketing and implementation in Vietnam

online e-commerce, online marketing... or learn from other businesses' successful experience implementing mixed e-marketing models.

2.2. Building a strategy to develop e-marketing activities

Along with human resource development, businesses need to build an e-marketing strategy based on closely linking this strategy with their long-term business strategy. When building a marketing strategy, businesses need to clearly recognize that the rapid development of information and communication technology has had an extremely profound and rapid impact on all aspects of the global economy and society, which also means that consumer awareness and needs are changing every day....

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At the same time, the e-marketing strategy of the enterprise must also be consistent with the general development level of e-government and information technology and Internet infrastructure on a national scale in particular and internationally in general. Enterprises need to closely follow the strategies, plans, and programs for information technology and e-commerce development of state management agencies at all levels when building their e-marketing strategy.

2.3. Invest in website design that is rich in content and form

Website is the information face of a business on the Internet environment. The quality of a website is therefore one of the important criteria to help evaluate the level of implementation of e-marketing activities of a business. When the connection between strategic partners to exchange electronic data is not yet developed, websites are the most popular channel for businesses to promote products, promote services and conduct transactions in both B2C and B2B forms. Therefore, if a business builds and maintains an effective website to serve

The production and business activities of your unit partly demonstrate the level of professionalism of that enterprise in today's technological era.

Nowadays, the popular way for businesses to build a website is to hire a professional web design company to provide information for the company to build the website. This has a technical advantage, because professional companies often have a team of skilled designers, which will ensure that the website has an impressive and beautiful interface. However, no matter how professional a company is, it cannot understand the business as well as the business itself. Therefore, to ensure a website that can effectively serve business activities, when designing a business website, the following should be noted:

- Carefully research the capabilities and opportunities of the business to clearly present the business's goals to the design company when preparing a plan to participate in e-commerce.

- Prepare thoroughly to clearly present the business's goals to the design company, clearly communicating to the company what results the business wants to achieve when it is present on the Internet.

- Determine what the business wants to put on the website and plan the website layout.

- Compose information content for website

- Complete set of text and images that the business puts on the website

- Outline the approval process for each part of the website construction process. When working with a website construction company, businesses need to:

- Carefully consider the suggestions of the website development company because they may help the business save money and make the website more effective.

- The fewer changes the better once the build has started. The more you discuss with your website builder, the fewer changes you can make once the build has started, and the fewer changes you can make, the lower the cost and the faster the completion time.

- Approve each section of the construction process as quickly as possible.

Building a website is very important, but more importantly, the website must be regularly upgraded and updated with information. To maintain this process, businesses can hire design companies to take charge, but to achieve the highest efficiency, businesses should invest in maintaining a department in the company specializing in this section.

2.4. Promote e-commerce support services

In order to improve the effectiveness of online business activities, businesses need to invest in developing support services to create trust for users and encourage consumers to use online business services.

In the immediate future, businesses need to have a plan to promote the application of online payment activities, the most important issue of which is to connect the payment systems of banks to form a single system for domestic card transactions. In addition, businesses also need to promote the installation of POS payment acceptance points.

On the other hand, one of the obstacles that makes consumers hesitant about online shopping is information risks. Therefore, to avoid these risks and improve transaction quality, businesses need to pay attention to building technical support services to protect customers such as using

firewalls and specialized software for access control and authentication. Access control is to control who and what accesses the commercial server, authentication is to check the identity of the entity that wants to access the computer. More commonly, the use of encryption methods such as digital signatures and digital envelopes is to ensure the authenticity and privacy of the parties in the transaction, especially transactions of high value or containing important information.

3. Consumer solutions

While e-commerce implementation is mainly carried out by businesses, consumers are the target of B2C and C2C e-commerce transactions. Consumers’ awareness and behavior when participating in online activities in general and online shopping in particular have a great impact on this type of e-commerce. To improve the quality of transactions as well as to better protect themselves in the online environment, consumers need to pay attention to the following recommendations:

Changing shopping habits, actively participating in online shopping : changing shopping habits of millions of consumers across the country will contribute to promoting the rapid and diverse development of e-commerce, creating new markets for businesses and stimulating businesses to apply new technologies. The interaction between consumers and businesses in new buying and selling methods will bring common benefits to the whole society.

Raising awareness of network usage : to contribute to creating a healthy commercial environment, consumers need to raise awareness when using the network, not contributing to the spread of viruses, spyware, and avoiding being scammed through personal data leaks.

Concern about protecting personal information: consumer protection is a big issue in traditional commerce and is becoming bigger

more in online commercial transactions. At the macro level, state agencies and organizations that protect the law, fair competition and consumer rights are responsible for implementing many activities to protect consumer rights. However, similar to buying and selling activities in a traditional environment, consumers must understand the risks when participating in e-commerce and proactively protect themselves from those risks, especially the risks that may occur when personal information related to online purchases is stored, exploited and used illegally.

Participate in social criticism, provide information on unfair competition : consumers also need to actively participate in giving opinions to policy-making and law-making agencies on regulations related to e-commerce that hinder their rights. Practice shows that unfair behaviors are extremely complicated, but it is very difficult to identify the masterminds and direct participants in the online environment. Therefore, in addition to using advanced technologies and professional measures, law enforcement agencies in general and consumer protection agencies in particular need the help and cooperation of consumers in preventing and stopping unfair behaviors in the online environment, especially providing information on unfair competition that causes damage to the material and spiritual interests of consumers.

CONCLUDE

In the context of the Internet becoming increasingly popular and playing an important role in our lives today, implementing e-marketing activities to support business activities is indispensable for businesses. In the entire process of planning a marketing strategy, understanding the specific needs of customers through decoding the 4 Ps, including Product - Price - Place - Promotion is an indispensable step to achieve the purpose of the entire marketing strategy. In developed countries, the applications of technology have spread to the smallest aspects of life, from ordering daily necessities to finding a store closest to your location. Therefore, it can be said that the business prospects based on electronic applications are extremely large. In Vietnam, e-commerce activities are just entering the stage of penetrating people's lives, and e-marketing activities are still quite unfamiliar to a part of businesses. However, with the state investing in many aspects, especially in terms of legal issues, and with the awareness of people and domestic businesses about e-marketing activities increasing, in the future this will be the main marketing trend in Vietnam. And a thorough understanding of the 4P model will be an indispensable requirement for businesses to be able to effectively implement their e-marketing strategies.

Hanoi, June 2008

Bui Kim Diep

REFERENCES

 VIETNAMESE

1. Associate Professor, Dr. Le Dinh Tuong, Dr. Nguyen Trung Van, Associate Professor, Dr. Nguyen Thanh Binh, MSc. Pham Thu Huong, MSc. Le Huy Thanh, MSc. Nguyen Huyen Minh (2000), Theoretical Marketing Textbook , Foreign Trade University, Education Publishing House.

2. Master Nguyen Van Thoan (2006), Lecture on e-commerce,

Foreign Trade University, Hanoi.

3. E-commerce report 2006 , Ministry of Industry and Trade

4. E-commerce report 2007 , Ministry of Industry and Trade

5. Decree No. 26/2007/ND-CP detailing the implementation of the Law on Electronic Transactions regarding digital signatures and digital signature certification services

6. Decree No. 57/2006/ND-CP on E-commerce

7. Decree No. 27/2007/ND-CP on Electronic transactions in financial activities

8. Decree No. 35/2007/ND-CP on Electronic Transactions in Banking Activities

9. Vietnam National Administration of Tourism (2007), Statistics on the number of international tourists to Vietnam as of March 2007 , Hanoi.

10. Tran Cong Nghiep (2008), Lecture on E-commerce , University of Economics and Business Administration, Business Practice Department, Internal circulation document.

11. Philip Kotler (1999), Marketing Management , Statistical Publishing House

ENGLISH AND LIST OF REFERENCE WEBSITES

12.Mike Schwede (2006), The structure of the e-marketing mix , Switzerland

13.Dave Chaffey, E-marketing Excellence

14. English open encyclopedia www.wikipedia.org 15. http://www.quirk.biz/resources/emarketingone 16. http://youtemplates.com/ 17. http://mkt.vn/?c=dtie&tie=4&art=75 18. http://www.peoi.org/Courses/Coursesen/emarket/emarket2.html 19. http://www.markproffitt.com/ 20. http://www.iwannagetthat.com/NewFiles/1954.html 21.http://www.markproffitt.com/

22. http://www.3cdotcom.vn/Story/vn/kienthuc/Sachthamkhao/2007/6/516. html

23. http://www.marketing-insights.co.uk/wnim0602.htm 24. http://www.bwportal.com.vn/?cid=4,3&txtiditem=0 25.http://www.squidoo .com/e-marketing

26. http://www.e-consultancy.com/news-blog/author_1149/dave- chaffey.html

27. http://www.mckinseyquarterly.com/Marketing/Pricing 28. http://www.trustvn.gov.vn/component/option,com_topwebsites/ task,search/catid,44/check_phaseid,7/

29. www.pacificairlines.com.vn,

30. www.123mua.com.vn

31. www.golmart.com.vn

4P factors in e-marketing and implementation in Vietnam - 11

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