During my internship at the company and my graduation project, I always received the attention and help of my supervisors and my colleagues at Danacen International Company. Hereby, I would like to express my sincere and deep gratitude to:
- Ms. Nguyen Thi Khanh Ha - lecturer of the Faculty of E-Commerce, Vietnam - Korea Friendship Information Technology College has wholeheartedly helped and guided me throughout the process of completing my graduation project.
- Board of Directors and all employees of Danacen International Company.
- Finally, I would like to sincerely thank all the lecturers of the Faculty of E-Commerce, who helped me gain the knowledge to meet the job requirements and complete my graduation project well.
In the process of implementing the topic with limited knowledge, the project will inevitably have errors. I look forward to receiving comments from teachers to improve my topic.
Thank you very much!
THANK YOU i
TABLE OF CONTENTS ii
LIST OF ABBREVIATIONS vi
LIST OF TABLES vii
LIST OF CHARTS viii
LIST OF FIGURES ix
INTRODUCTION 1
1. Reasons for choosing the topic. 1
2. Research objectives and tasks. 1
3. Research objects and scope. 1
3.1 Research subject 1
3.2 Research scope 2
4. Research methods. 2
4.1 Data collection method 2
4.1.1 Secondary data collection 2
4.1.2 Primary data collection 2
4.2 Analysis method 2
5. Scientific and practical significance. 2
5.1 Scientific significance of research topic 2
5.2 Practical significance of research topic 2
CHAPTER 1: THEORETICAL BASIS OF INTERNET COMMUNICATION 3
1.1. Concept of Internet communication 3
1.2. Benefits of Internet Communication 3
1.2.1. For businesses 3
1.2.2. For customers 4
1.3. Internet communication tools 4
1.3.1. Website design and development 4
1.3.1.1 Concept 4
1.3.1.2 Website evaluation support tools 6
1.3.2 Viral Marketing 10
1.3.2.1 Concept 10
1.3.2.2 Forms of Viral Marketing 10
1.3.3 Affiliate Marketing 11
1.3.3.1 Concept 11
1.3.3.2 Forms of Affiliate Marketing 12
1.3.4 Marketing through search engines Search Engine Marketing (SEM) .13
1.3.4.1. Search Engine Optimization (SEO) 13
1.3.4.2. Pay Per Click (PPC) 14
1.3.4.3. Pay Per Inclusion (PPI) 14
1.3.4.4. Video Search Marketing (VSM) 15
1.3.5 Online Advertising 15
1.3.5.1 Concept 15
1.3.5.2 Forms of advertising on the internet 15
1.3.6 Email marketing 17
1.3.6.1 Concept 17
1.3.6.2 Forms of email marketing 18
1.4 Steps to build an internet communication program 18
1.4.1 Identify communication goals 18
1.4.2. Communication message 19
1.4.3. Media recipients 19
1.4.4. Approach strategy 19
1.4.5. Choosing tools on the internet 21
1.4.6 Budget estimate 21
1.4.7. Implementation plan 22
1.4.8. Measurement and testing 22
CHAPTER 2: ANALYSIS OF THE CURRENT STATE OF INTERNET COMMUNICATION ACTIVITIES OF DANACEN INTERNATIONAL COMPANY 24
2.1 Company Overview 24
2.1.1 History of formation and development 24
2.1.2 Field of operation and business 25
2.1.3 Vision, mission and development orientation 25
2.1.3.1 Vision and mission 25
2.1.3.2 Strategic orientation 26
2.1.4 Human resources and organizational structure of Danacen international company 26
2.1.4.1 Organizational chart 26
2.1.4.2 Functions and duties of departments 27
2.2 Analysis of environmental factors affecting the business activities of Danacen International Company 29
2.2.1 Macro-environmental analysis 29
2.2.1.1 Economic environment 29
2.2.1.2 Socio-cultural environment 30
2.2.1.3 Technological environment 31
2.2.1.4 Political and legal environment 31
2.2.2 Microenvironment analysis 32
2.2.2.1 Customer 32
2.2.2.2 Competitors 33
2.2.2.3 Supplier 33
2.2.3 SWOT Model 34
2.3 Analysis of financial situation and business performance of Danacen international company 35
2.3.1 Business performance report 35
2.3.2 Analysis of financial indicators 38
2.4 Current status of internet communication activities at Danacen international company 40
2.4.1 Analysis of factors affecting internet communication activities at company 40
2.4.1.1 Customer 40
2.4.1.2 Human resources 41
2.4.1.3 Finance 42
2.4.1.4 Competition and trends 42
2.4.2 Analysis of the current state of internet communication at company 43
2.4.2.1. Website design and development 43
2.4.2.2. Viral Marketing 48
2.4.2.3. Affiliate Marketing 49
2.4.2.4. Search Engine Optimization (SEO) 50
2.4.2.5. Internet advertising 52
2.4.2.6. Email marketing 53
2.4.3 General assessment of the current status of internet communication activities of Danacen international company 53
CHAPTER 3. BUILDING AN INTERNET COMMUNICATION PROGRAM FOR DANACEN DA NANG COMPANY 54
3.1 Basis for proposed solution 54
3.1.1 Based on the development orientation of the company 54
3.1.2 Based on the current state of internet communication at company 54
3.2 Building an Internet Communication Program 54
3.2.1 Identify communication goals 54
3.2.2 Media audience 55
3.2.3 Communication messages 55
3.2.4 Approach strategy 56
3.2.5 Choosing communication channels on the internet 57
3.2.5.1 Website design and development 57
3.2.5.2 . Viral Marketing 59
3.2.5.3 . Search Engine Optimization (SEO) 63
3.2.5.4 . Internet advertising 64
3.2.5.5 . Email marketing 66
3.2.6 Budget estimate 69
3.2.7 Implementation plan 70
3.2.8 Measurement and testing 71
CONCLUSION 72
REFERENCES x
APPENDIX xi
INSTRUCTOR'S COMMENTS xiv
IT Information Technology
CPA Cost per action
CPS Cost per sale
DA Domain Authority
PA Page Authority
SEO Search Engine Optimization
SMM Social Media Marketing
SMO Social Media Optimization
E-commerce E-commerce
Limited Liability Company
W3C World Wide Web Consortium
Number
board
Table name | Page | |
2.1 | Competitors | 33 |
2.2 | SWOT model | 34 |
2.3 | Profit and revenue situation | 36 |
2.4 | Financial indicators | 38 |
2.5 | Company human resources | 41 |
2.6 | Forums the company is participating in | 48 |
2.7 | KEI Index | 50 |
3.1 | Forums and boxes where the company will post | 61 |
3.2 | KEI index of secondary keywords | 63 |
3.3 | Budget forecast | 69 |
3.4 | Implementation plan | 70 |
3.5 | Measurement and testing | 71 |
Maybe you are interested!
-
Building a communication and promotion program for Nui Than Tai hot spring park - 9 -
Building a communication and promotion program for Nui Than Tai hot spring park - 7 -
The effectiveness of marketing communication activities for the program "An gia lap nghiep" for individual customers at Vietnam Joint Stock Commercial Bank for Investment and Development - Thua Thien Hue branch - 13 -
Radio program for Vietnamese compatriots living far away from the homeland of Voice of Vietnam in the context of multimedia communication - 17 -
Building a special tourism program for Hung Yen City - 2
Number
chart
Chart Name | Page | |
2.1 | Company assets situation in 2013 – 2.15 | 35 |
2.2 | Company capital situation in 2013-2015 | 36 |
2.3 | Company revenue situation in 2013-2015 | 36 |
2.4 | Company profit 2013-2015 | 37 |