promotions or incentives, as well as customer appreciation programs. Motivate employees by rewarding achievements and rewarding innovative initiatives.
Promotion forms
∙ Advertising
∙ Promotion
∙ Direct Marketing
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∙ Direct promotion
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e. People
Employees, brand representatives of the company, people who directly contact and exchange with customers. People are of particular importance in the service industry, the main factor that creates and determines the quality of the service provided. They often contact customers, so the requirements for them are very strict, they need to have full standards such as communication skills, enthusiasm for work, love for the profession, management skills...
Service marketing depends heavily on the selection, training, use and treatment of employees. Because the human factor is very important to the policies and strategies of the business, businesses need to pay attention to the human factor, ensure good human relationships, and avoid bad situations happening to the company due to the human factor. Therefore, the ability to select, recruit and retain employees with good capacity and skills to complete the assigned work is very important, this decision affects whether the supplier can ensure the quality of service or not.
People hold an important position in service marketing because the role of service marketing is to achieve goals by satisfying customer needs, while human resource management aims to achieve business goals through the use of human resources, so human resource management also aims to satisfy customer needs, including both internal and external customers of the business.
f. Process
“The service process includes a set of systems that operate with mutual interactions between elements, linear interactions between stages and steps of the system in a close relationship with regulations, rules, time schedules and operating mechanisms. There a specific or overall service product is created and delivered to customers”. (Luu Van Nghiem (2008), Service Marketing)
The service delivery process is a process related to all service production and consumption activities, including standardized and customer-oriented activities, work steps from simple to complex or with customer participation in the service delivery process, etc. Therefore, the process is another important part of service quality, ensuring the connection of stages in the service delivery process together, including the attitude of respecting regulations and the quality of each stage in that process.
Because the nature of services is abstract, the process will help ensure quality and connection between stages in the service delivery process. In addition, the service process also helps businesses save customer waiting time, which creates great value.
g. Physical evidence
The elements displayed inside the store such as: store space, store sign, employee work uniform, etc.
Due to the intangible nature of service products, customers cannot see or feel the service before purchasing it. Therefore, the physical environment and physical manifestations at the service provider become important bases for customers to evaluate the quality of service. Services are intangible, so tangible factors have a positive impact on customers, helping them feel and trust the value of the service. Tangible factors are expressed through style, design, transaction stores, equipment, signs, staff, etc. to create an impression to receive the satisfaction and prestige that customers bring.
1.2.Practical basis
1.2.1. Home Combo service package of TTKD VNPT TT Hue
Overview of Home Combo service package
Home Combo is a service package for customers using many services at the same time such as: Fiber optic Internet, MyTV television, Vinaphone 3D/4G data, free group calls,... Potential customers of the Home Combo service package are usually households, business households,... needing integrated services at the same time for the purpose of saving and convenience when installing and consistently using telecommunications services, while bringing many promotions and benefits to customers.
Includes 6 different Home Combo service packages for customers' choices and needs:
∙ Home Sports K+
∙ Home Entertainment
∙ Home Game
∙ Home Connection
∙ Home Savings
∙ Home Top
1.2.2. Development situation of Internet - television services in Hue city
Internet service development situation in Thua Thien Hue
In 2009, FTTH fiber optic Internet was officially deployed with a significantly increased network access speed compared to ADSL. At the same time, VinaPhone launched its 3G network, opening the era of mobile Internet in Vietnam. This is considered an important step for the explosion of mobile broadband Internet in Vietnam later.
Since 2010, Vietnam's Internet has made great strides with the trend of shifting from copper cable services to fiber optic cables. Vietnam is among the top countries with the largest number of Internet users in the world. In particular, the development of the Internet has also dramatically changed the way users use it with the explosion of the mobile device market (smartphones and tablets).
Service development situation in the period 2016 - 2018 of network operators is as follows:
According to the data released by the Telecommunications Department in 2016, VNPT's fiber optic Internet market share is even higher than the estimated figures given by the Group earlier. Specifically, by the end of 2016, VNPT had 2.87 million FiberVNN subscribers, accounting for 44.8% of the fiber optic Internet market share, officially becoming the enterprise with the largest fiber optic subscriber market share at present and far surpassing the second-ranked enterprise, Viettel (accounting for 35.7%). Meanwhile, FPT accounted for 19.2% of the market share and the rest belonged to other enterprises.
In 2017, VNPT's fiber optic Internet service had a spectacular breakthrough with a market share of more than 50% in revenue, followed by Viettel with 26% market share, FPT with 17% market share, SCTV with 2% and the remaining market share belonged to other enterprises. The number of fiber optic Internet subscribers by the end of 2018 in our country was 11.9 million subscribers. In 2017, thanks to the expanded coverage of the fiber optic network, fixed wireless Internet services, specifically wifi, have also improved in quality and accessibility, supporting users to share their Internet needs in many different places. (According to Luong Thi Kim Chi - 2019).
In 2019, the Group assigned a plan with the highest growth rate in recent years (over 10%). The telecommunications network is guaranteed to be safe, the management and operation of exploitation and use complies with the regulations and orientations of the Group, ensuring the quality of services provided to customers. VNPT also ensures a dedicated data transmission network for 51 locations of Party and government agencies of the province, ensuring absolute confidentiality of information as well as being ready to deploy information technology applications, online conference systems at the office of the Provincial People's Committee, the office of the People's Council and the National Assembly delegation of the province... In addition, the unit has also installed and broadcast wifi in phase 1 at 9 locations in Hue City. The investment in basic construction has a focus on ensuring progress, enhancing network capacity, contributing significantly to completing the set plan. Thua Thien Hue Telecommunications always complies with the province's underground policy, always ready to create conditions for local enterprises to share infrastructure according to the policy of Thua Thien Hue Provincial People's Committee. Thua Thien Hue Telecommunications not only successfully completes its production and business plans but also performs well its political tasks to serve the leadership and direction of the province and contributes to ensuring social security.
Development status of television services in Thua Thien Hue
In Thua Thien Hue province, there are currently many providers of paid television services, the competition between service providers is becoming increasingly fierce and vibrant. Compared to other paid television services such as digital television, cable television, IPTV television service has the advantage of combining many types of services on the same line and allowing advertising to be delivered to customers' choice... In addition, IPTV also provides on-demand movie viewing services, karaoke singing and many other types.
Currently in Hue city, MyTV television service is also chosen by many customers because of its beautiful interface. Over the years, the service has been constantly renewed by changing the interface from version EPG2.0 to EPG 3.0. EPG interface
3.0 Vietnamese uses new technology to improve interaction speed.
MyTV television service is outstanding in the number of SD, HD channels (nearly 100 channels) and 18 multi-field content categories. MyTV is also a unit that regularly introduces special content programs - in addition to the traditional domestic and international channel system.
TT Hue Telecommunications is gradually affirming its growth, focusing on expanding its service network and improving service quality, focusing on promoting both scale and quality efficiency, improving service quality, continuing to diversify products, determined to achieve the goal of maintaining its position as the leading unit operating in the field of telecommunications and information technology in the province.
CHAPTER 2: EVALUATION OF MARKETING MIX POLICY FOR HOME COMBO SERVICE PACKAGE AT VNPT THUA THIEN HUE BUSINESS CENTER
2.1. Introduction to VNPT Thua Thien Hue business center
2.1.1. The formation and development process of VNPT TT Hue Business Center
Vietnamese name: VNPT Thua Thien - Hue Business Center. Transaction name: VNPT Thua Thien - Hue Business Center. Address: 51C Hai Ba Trung Hue, Hue City.
Website: http://hue.vnpt.vn
Binh Tri Thien Post Office was established in January 1976. In the first years of operation, Binh Tri Thien Post Office took over and operated an old and outdated telecommunications infrastructure system on a very small scale. In 1989, Binh Tri Thien province was divided into 3 provinces: Quang Binh, Quang Tri and Thua Thien - Hue. Thua Thien - Hue Provincial Post Office was also established on the basis of separating Binh Tri Thien Post Office into three units.
In the acceleration strategy phase I (1992 - 1995), Thua Thien - Hue Provincial Post Office innovated technology, invested in modern equipment, expanded its scale, and improved its service capacity. During this phase, it only provided fixed telephone services. Entering the acceleration development phase II (1996 - 2000), Thua Thien - Hue Provincial Post Office continued to modernize the telecommunications network in the entire province. In 1996, Vinaphone mobile network came into operation; in 1998, Internet service was introduced. Since then, the telecommunications network has always been invested in the direction of modern technology, providing multiple services, and innovating customer service.
Implementing the organizational model transformation of Vietnam Posts and Telecommunications Group, on January 1, 2008, Thua Thien - Hue Telecommunications (VNPT Thua Thien - Hue) was established after separating Thua Thien - Hue Provincial Post Office into two units: Thua Thien - Hue Telecommunications and Thua Thien - Hue Provincial Post Office. Thua Thien - Hue Telecommunications includes eight district Telecommunications centers, Customer Service Center (later VNPT TT - Hue Business Center, Hue Telecommunications Center, IT Center).
On June 10, 2014, the Government decided to approve the Project to restructure the Group.
Vietnam Post and Telecommunications in the period of 2014 - 2015 aims to continue developing Vietnam Post and Telecommunications Group, focusing on the production and business of telecommunications products and services, information technology, multimedia communications, improving production and business efficiency, having high competitiveness; playing a key role in the Vietnamese telecommunications industry; to form a sustainable telecommunications market, healthy competition; contributing to promoting socio-economic development, ensuring security, national defense, and implementing industrialization and modernization of the country. Accordingly, in addition to the establishment of VNPT VinaPhone, there are two new corporations, VNPT Media and VNPT Net, forming a 3-layer model of "Service - Infrastructure - Business". In this new model, VNPT VinaPhone will assume the responsibility of the business layer, the key layer, the layer directly serving the market and society. This will be the class responsible for researching, understanding market needs and trends, technology trends, to have requirements, place orders for Service and Infrastructure classes. VNPT Net and VNPT Media will be the units responsible for meeting the technology infrastructure, solutions, and strongest tools for VNPT VinaPhone to provide the market with rich services and valuable utilities, bringing satisfaction to consumers and society.
After a period of restructuring according to the policy of VNPT Group, since October 1, 2015, the business department of Thua Thien - Hue Telecommunications has been separated and operated under the name of VNPT Thua Thien - Hue Business Center, under the Telecommunication Services Corporation (VNPT VinaPhone), performing the function of trading telecommunications, information technology and communication products and services in Thua Thien - Hue province.
2.1.2. Functions, tasks and organizational structure of the apparatus
2.1.2.1. Organizational structure
The organizational structure and management apparatus of VNPT Thua Thien Hue Business Center includes management, advisory and affiliated production units.
- Management block:
Director: is the head, organizes and operates all activities of the unit and is responsible to the Telecommunications Service Corporation and the law, operates and manages all activities of the Center within the scope of authority and obligations prescribed.
A deputy director assists in business, is the manager and operator of one or several areas of the unit's operations as assigned and authorized by the director.
- The staff block includes three departments: General - Human Resources Department; Planning - Accounting Department and Operations - Business Department.
- Production block includes: Organizational - Enterprise Customer Department (TC - DN), Customer Support Station and eight Regional Sales Departments in the district. The number of Regional Sales Departments in the district is equal to the number of Telecommunication Centers in the district of VNPT TT Hue.
- Sales support block (sales channels) includes: store system, sales collaborator system, retail point system, agents, affiliate channels and remote sales.
2.1.2.2. Main functions and tasks of departments in the blocks
- General Department - Personnel: General consulting, legal affairs, foreign affairs, reception, ceremony; documents - archives. Purchasing and repairing equipment for the management and operation of the unit. Purchasing and supplying materials for production and business activities. Investment, bidding, contract negotiation. Security, militia, military service, national defense. Management and operation of vehicles and means of transport. Medical work, health care. Management and storage of employee records; labor management; emulation, rewards, and discipline.
- Planning and Accounting Department: Develop, control and evaluate short, medium and long-term plans (production and business, investment, labor, salary, capital). Report on the production and business situation weekly, monthly, quarterly and yearly. Take charge of assigning and monitoring the implementation of BSC and KPIs plans for the group. Economic and Technical norms; evaluate bidding results for construction investment projects. Manage and operate accounting and finance in production and business activities, investment and construction activities. Analyze and evaluate the effectiveness of asset and goods management and propose solutions.
- Operations Department - Operations: product policy, price policy; management, development, and operation of sales channels. Coordinate activities between sales channels; develop, implement, control, and evaluate sales policies, sales promotion programs; support policies, customer care policies. Manage customer information; marketing activities, and communication about products and services. Perform operations on billing and collection; manage data on fees and arrears.