HUE UNIVERSITY UNIVERSITY OF ECONOMICS
FACULTY OF BUSINESS ADMINISTRATION
----- -----
GRADUATION THESIS
EVALUATION OF ONLINE MARKETING ACTIVITIES OF MEDIA AND
PHILIP ENTERTAINMENT
Student implementation: Instructor:
Duong Thi My Ny Class: K51A Marketing MSV: 17K4091090
MSc. Nguyen Thi Thuy Dat
Hue, December 2020
Thank You
First of all, with the deepest and most sincere feelings, please allow me to express my gratitude to Hue University of Economics and Philip Entertainment Company for creating favorable conditions and supporting me during my final internship.
With the deepest gratitude, I would like to express my sincere thanks to the teachers of the Faculty of Business Administration - University of Economics for imparting me valuable knowledge and inspiring me throughout my time at the school.
In particular, I would like to express my most sincere thanks to Ms. Nguyen Thi Thuy Dat for being with me throughout my internship at Philip Entertainment. She has wholeheartedly guided me to complete this report.
At the same time, I would like to express my sincere thanks to the staff of Philip Entertainment for their enthusiastic help, facilitation and full support during my internship at the company. Special thanks to Ms. Ho Ngoc Anh - Marketing staff who always followed and helped me complete this report.
Due to time constraints and limited student experience, this report cannot avoid shortcomings. I respectfully ask teachers to forgive me and hope to receive comments from teachers so that I can improve further in the future.
Thank you very much!
Hue, December 2020 Student
Duong Thi My Ny
INDEX
ACKNOWLEDGEMENTS I
TABLE OF CONTENTS I
LIST OF ABBREVIATIONS IV
LIST OF CHARTS V
LIST OF DIAGRAMS V
PHOTO LIST VI
LIST OF TABLES VII
PART I: PROBLEM STATEMENT 1
1. Reason for researching topic 1
2. Research objective 2
2.1. General research objectives 2
2.2. Specific research objectives 2
3. Research question 2
4. Research object and scope 2
4.1. Research subject 2
4.2. Scope of research 3
5. Research method 3
5.1. Data collection method 3
5.2. Sampling method 4
5.3. Data analysis and processing methods 5
6. Topic structure 7
PART II: RESEARCH CONTENT AND RESULTS 8
CHAPTER 1: OVERVIEW OF THE RESEARCH PROBLEM 8
1.1. Theoretical basis 8
1.1.1. Overview of Marketing activities 8
1.1.2. Overview of Online Marketing activities 9
1.1.3. Reference model and building a research model to evaluate Online Marketing activities 17
1.2. Practical basis 24
1.2.1. Global Online Marketing Trends 24
1.2.2. Current status of Online Marketing activities in our country 28
CHAPTER 2: EVALUATION OF ONLINE MARKETING ACTIVITIES OF PHILIP ENTERTAINMENT AND MEDIA COMPANY LIMITED 31
2.1. Overview of Philip Entertainment Media and Entertainment Company Limited .31
2.1.1. Introduction to Philip Entertainment Media and Entertainment Company Limited
............................................................................................................................................31 2.1.2. Company's products and services ..............................................................................33
2.1.3. Company 35's competitors
2.1.4. Company performance 35
2.2. Evaluation of Online Marketing activities of Philip Entertainment Media and Entertainment Company Limited 41
2.2.1. Objectives of marketing activities 41
2.2.2. Introduction to Online Marketing implementation methods of Philip Entertainment Media and Entertainment LLC 42
2.2.3. Online Marketing activities of Media and Entertainment LLC
Philip Entertainment has deployed 42
2.3. Results of customer survey on Online Marketing activities of Philip Entertainment Media and Entertainment Company 52
2.3.1. Characteristics of the research sample 52
2.3.2. Descriptive statistics of observed variables 59
2.3.3. Testing the reliability of the scale (Cronbach's Alpha) 64
2.3.4. Exploratory factor analysis EFA 66
2.3.5. Correlation and regression analysis 70
2.3.6. Testing the mean difference in acceptance of Online Marketing system at
Philip Entertainment Company for 78 customer groups
CHAPTER 3: SOLUTIONS TO IMPROVE THE EFFICIENCY OF ONLINE MARKETING ACTIVITIES OF PHILIP ENTERTAINMENT AND MEDIA COMPANY 82
3.1. Basis for proposing solution 82
3.1.1. Preliminary assessment of Online Marketing activities at Philip Entertainment company ..82
3.1.1. Orientation of the company's Online Marketing activities in the coming time 82
3.2. Solution to complete the Online Marketing system at Philip Entertainment company...83 3.2.1. Increase customer appeal 83
3.2.2. Increase customer attraction 83
3.2.3. Increase customer sharing 84
3.2.4. Improving customer action 84
3.2.5. Improve customer information search 85
PART III: CONCLUSIONS AND RECOMMENDATIONS 86
3.1. Conclusion 86
3.2. Recommendation 86
REFERENCES 88
APPENDIX 89
LIST OF ABBREVIATIONS
Acronym
Interpretation | |
Ltd. | Limited liability |
MTV | A member |
DN | Business |
GDN | Google Display Network |
SEM | Search Engine Marketing |
SEO | Search Engine Optimization |
PPC | Pay Per Click |
Southeast Asia | Southeast Asia |
tr.đ | million dong |
Maybe you are interested!
-
Evaluation of Online Marketing Activities of Philip Entertainment Media and Entertainment Company Limited - 2 -
Evaluation of marketing communication activities of Dai Bang Advertising Communication and Tourism Services Joint Stock Company - 1 -
Reference Model and Building a Research Model to Evaluate Online Marketing Activities -
Online Marketing Overall Performance Evaluation Tool -
Overview of Online Marketing Activities
Figure 2.1 Frequency of standardized residuals 77
Figure 2.2 Assuming normal distribution of residuals 77
LIST OF DIAGRAMS
Figure 1. 1 Proposed research model 21
Diagram 2.1 Company organizational structure 33
Figure 1. 1 Communication evaluation model: preparation, implementation, impact (pii) of Cutlip, Center and Broom (1985) 18
Figure 1. 2 AIDA Model 19
Figure 1.3 Overview of global Digital usage in July 2020 25
Figure 1.4 Global Digital Usage Growth from July 2019 – July 2020 26
Figure 1.5 Voice search data worldwide July 2020 27
Figure 1.6 Global Image Recognition Tools Usage Report 2020 27
Figure 1.7 Web access time speed of devices worldwide July 2020 28
Figure 1.8 Media usage in Vietnam in January 2020 29
Figure 1.9 Smart device ownership rate among 14-64 year olds in Vietnam 29
Figure 1. 10 Average time spent using media per day
Vietnamese people in 2020 30
Figure 2.1 Fanpage of Philip Entertainment company 43
Figure 2. 2 Philip Entertainment's November 2020 Facebook Content Plan 44
Figure 2.3 Advertising article on Wedding reportage service 45
Figure 2.4 Advertising results Wedding reportage service 45
Figure 2.5 Advertising posts Fanpage management service 46
Figure 2. 6 Advertising results Fanpage management service 46
Figure 2. 7 Philip TV Youtube Channel of Philip Entertainment 47
Figure 2.8 Videos posted on the company's Youtube channel 48
Figure 2.9 Philip Entertainment appeared in the newspaper Law & Development 50
Figure 2. 10 Philip Entertainment appeared in Lao Dong newspaper 50
Figure 2. 11 Philip Entertainment on Seatimes 51
Figure 2. 12 Email Marketing Tools – Mailchimp 52