The issue that the thesis " Management of construction activities of high schools in Tuyen Quang province meeting national standards " is concerned with is not only about the construction activities of schools meeting national standards but also about the management measures of high school principals on how to build high schools meeting national standards in the context of fundamental and comprehensive educational innovation today.
1.2. Some basic concepts of the topic
1.2.1. Management
Since people lived in a society with a cooperative division of labor, management began to appear. Management was born to create higher labor efficiency than the work of each individual or a group of people when they carry out work with a common goal together.
There are different views on management:
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Building a Development Plan for High School Management Staff -
General Assessment of the Current Status of Experiential Activities Management at Bac Quang Secondary and High School for Ethnic Minorities, Ha Giang -
Professional Training for Management Staff and Teachers to Organize Creative Experiential Activities on Educational Themes for Students at Thai Nguyen High School -
Current Status of Life Skills Education Management for High School Students in Mang Thit District
American manager W. Taylor introduced the concept: "Management is the art of knowing exactly what needs to be done and how to do it, in the best and clearest way" [31, p.5].
Harold Koontz believes: “Management is an essential activity, it ensures the coordination of individual efforts to achieve group goals. The goal of managers is to form an environment where people can achieve group goals with more or less time, money, and material. As a practice, management is an art, and as a knowledge, management is a science .” [17]

In Vietnam, there are also many scientists interested in researching the concept of management:
Author Nguyen Ngoc Quang believes that: "Management is the oriented and planned impact of the management subject on the managed object in the organization to operate the organization, aiming to achieve certain goals" [27, p.130].
Author Tran Khanh Duc affirmed that "Management is a conscious human activity to coordinate the actions of a group of people or a community of people to achieve the set goals in the most effective way" [15]
Authors Nguyen Quoc Chi and Nguyen Thi My Loc defined: " The process of achieving organizational goals by applying the activities (functions) of planning, organizing, directing (leading) and controlling" [11, p.9]
According to Bui Minh Hien - Vu Ngoc Hai - Dang Quoc Bao: "Management is the organized, targeted impact of the management subject on the management object to achieve the set goals". [18, p.12].
So, we can understand in the most general way that: "Management is the activity of oriented and purposeful impact of the management subject on the management object through the use of management tools and management methods in an organization to make the organization operate and achieve the organization's goals"
Management tools
Management objectives
Management object
Management subject
Management method
Diagram 1.1: Management diagram
Management objectives play a role in guiding all management activities and are also the basis for evaluating management results. To achieve the objectives, management must be carried out through its functions.
According to UNESCO, the system of management functions includes the following 8 issues: determining needs - assessing and analyzing data - determining planning objectives (including assigning responsibilities, allocating resources, and establishing action programs) - implementing work - adjusting - evaluating - using contacts and re-identifying issues for the next management process.
According to author Dang Quoc Bao, management has 4 functions: "Planning - Organizing - Directing - Controlling" [4]. Information is considered the thread, the bloodline connecting all 4 functions of management. Based on information, the 4 functions of management are closely linked, creating the quality of the entire management activity. The basic functions of management are linked together, influencing each other to form a unified entity in management activities. The relationship between management functions is shown in the following diagram:
Plan
Check
Information
Organization
Direct
Diagram 1.2: Management functions and their relationships in the management cycle
Thus, looking at diagram 1.2, we see: The main functions of management activities are always performed consecutively, intertwined, coordinated and complemented to form a management cycle. In this cycle, the information element is always present in all stages, it is both a condition and an indispensable means when performing management functions and making management decisions.
The term management can be understood in many different ways, depending on the research perspective of different scientific fields. It can be said that: management is both a science and an art. It is a scientific activity, because management activities are organized and oriented based on specific laws, principles and methods of operation. At the same time, management is also an art because it is creatively applied to specific conditions in the combination and multi-faceted impact of different factors in society. Proper management will help the organization limit shortcomings, promote strengths, and contribute to creating trust, strength and tradition of an organization.
1.2.2. Educational management
Education is a special social phenomenon, its nature is the transmission and acquisition of historical and social experiences of generations of mankind. Thanks to education, successive generations develop, the quintessence of national and human culture is inherited and supplemented, and on that basis, human society constantly progresses.
There are many different understandings of the concept of educational management:
Education management in general is understood as the operation and coordination of social forces to promote the training of the young generation according to the requirements of social development. Nowadays, with the mission of developing continuing education, education is not only limited to the young generation but for everyone; however, the focus is still on educating the young generation, so education management is understood as the operation of the national education system and schools in the national education system.
Resolution of the 2nd Conference of the 8th Party Central Committee wrote: "Educational management is the conscious impact of the management subject on the management object to bring the pedagogical activities of the education system to achieve the desired results in the most effective way."
Author Tran Kiem: "Educational management is understood as the voluntary (conscious, purposeful, planned, systematic, and lawful) impacts of the management subject on all links of the system at different levels (from central to local) to achieve the quality and effectiveness of the goal of educational development and training of the young generation according to the requirements of society" [22]
According to author Dang Quoc Bao: "Educational management is the activity of coordinating social forces to promote education and training of the young generation according to the requirements of social development" [4].
According to author Nguyen Thi My Loc: "Educational management is the process of planned and organized impact of educational management agencies at all levels on the elements of the entire teaching and learning process - education to make the education system operate effectively and achieve the educational goals set by the state" [24]
Educational management exists at two levels: Macro management and micro management. Macro management is state management whose direct agency is the Ministry of Education and
Training, Department of Education and Training, micromanagement is school management.
1.2.3. School management
School management is a part of education management. Schools are places where educational processes are carried out with the task of equipping knowledge for a certain group of people, maximally implementing a law of social progress: the next generation must acquire all the social experiences that previous generations have accumulated and passed on, and at the same time must enrich those experiences.
School management is understood as educational management carried out within the defined scope of an educational unit, which is a school, in order to carry out educational tasks.
educating the younger generation according to the requirements of society or school management can be understood as a system of directional impacts of the principal on people and resources in accordance with the law to achieve educational goals. Nowadays, managing the education and training process in schools is considered a system, including the following elements:
- Spiritual elements: Educational program, educational goals, educational content, educational measures.
- Human element: Staff, teachers, employees and students.
- Material components: Facilities, equipment for teaching and learning, finance.
Teacher Teaching-Learning/Education Process Learner
Organization/administration
Educational Objectives
Program/PPGD
Facilities/finance
Diagram 1.3: Diagram of school management model according to educational goals
1.2.4. National Standards and High Schools
1.2.4.1. Concept of standard
According to the definition in the International Encyclopedia of Education, standard is the level of excellence required to achieve specific purposes; is a measure of what is appropriate; is the level of desired performance in practice or society.
According to the Vietnamese Dictionary, standard is understood in the following meanings:
- Are the selected benchmarks to be used as reference points to compare and make correct;
- Is the object chosen as the unit of measurement;
- Is what is considered correct according to regulations and social habits.[37]
According to author Dang Thanh Hung: "Standards are theoretical models with principles, publicity and socialization, set by administrative power or
"specialization, including requirements, criteria, and regulations that are logically combined in a defined way, used as a tool to verify things, as a measure - evaluate or compare activities, jobs, products, services, etc. in a certain field and tend to adjust these things according to the needs and desired goals of the management subject or the subject using the work, products, services". [20]
1.2.4.2. Basic requirements of the standard:
- Standards must have technical features and demonstrate those features when applied in the corresponding field, with the effect of standardizing all things of the same type;
- Standards must have relatively stable effectiveness in both scope and duration of application, and cannot always be changed;
- Any standard must be a level of compromise, consideration and selection between criteria, regulations and requirements higher than it and the criteria, regulations and requirements that have been implemented in practice at that time;
- Standards applied to items, natural objects, material processes and activities are often much more specific and quantitative than standards applied to people, social processes and phenomena, and mental activities;
- A particular standard is always part or a larger system containing other related standards....
1.2.4.3. National Standard High School
Standardization in education is the necessary process to make things and objects in the field of education meet the standards issued and officially applied to education to facilitate the progress and development of education. Standardization in education also has the basic functions of orienting educational management, standardizing products, resources, means, educational activities, and creating an official environment for educational development.
A national standard school is a school that meets the most essential requirements regarding: Educational objectives and programs appropriate to each level of education and training; land location, school premises, facilities, and educational equipment that meet the requirements of educational activities and ensure an educational environment and safety for learners, teachers, and workers; Having a decision to establish or a decision to permit the establishment of the school; Having a team of teachers and managers who meet the standards, sufficient in number, and at the same time
The set of requirements on the structure to ensure the implementation of educational programs and the organization of educational activities; Students must be of the right age and have appropriate input standards for the level of education and training; Financial resources according to regulations to ensure the maintenance and development of educational activities; There must be regulations on the organization and operation of the school. The above requirements are synchronous, modern, and meet the requirements of the cause of industrialization and modernization of the country at each specific time.
1.3. National Standard High School Standards
1.3.1. Basic content of national standard high school
Building national standard secondary schools is a goal in the local school network planning to implement the State's education strategy. Therefore, the Department of Education and Training and high schools must identify the task of building national standard schools as one of the key tasks of the industry and the school.
Building national standard schools in general, and national standard high schools in particular, is a requirement of the education and training career to standardize facilities, management, teaching and learning organization to ensure comprehensive educational quality to meet the requirements of fundamental and comprehensive educational innovation today. With such a goal, each high school must have a plan to build a roadmap to strive to meet national standards and fully implement the basic content of national high school standards, which is to ensure meeting 5 standards: School organization; Management staff, teachers and staff; Education quality; Finance, facilities and teaching equipment; Relationship between school - family - society.
1.3.2. Classification standards for criteria and standards of high schools meeting national standards
1.3.2.1. Standard 1: On school organization
a) Classes: There are enough classes of all levels, maximum 45 classes, each class has no more than 35 students [8].
b) Professional group: Annually proposes at least two professional topics that are effective in improving the quality and effectiveness of teaching and learning; has a plan to improve the professional qualifications of each teacher and the entire professional group; meets the regulations on training and fostering teachers.
c) Office Team: Has enough people to undertake the work, has enough books and records to manage and use in accordance with the provisions of Charter 12 [7] and other regulations.
in the user manual for each type of book. Completed tasks well, no employee was disciplined from warning level or above.
d ) School Council and other councils in the school: The School Council and other councils in the school are established and perform functions and tasks according to current regulations of Charter 12 [7]; operate in a planned, orderly manner, achieving practical results, contributing to improving the quality of education and building discipline in the school.
e ) Party organization and unions: The Party organization in the school must meet the standards of being clean and strong. Schools that do not have a Party organization must have a plan and achieve specific targets for developing Party members in each school year and building a grassroots Party organization. Unions and social organizations in the school are recognized as having strong organizations and making many contributions to local activities.
1.3.2.2. Standard 2: Regarding managers, teachers and staff
a) Principal and vice principals: meet the standards according to current regulations of the High School Charter; properly implement democratic regulations in school activities; are ranked by the Department of Education and Training as good or better according to current regulations on standards for high school principals.
b) Teachers: Basically, there are enough teachers in all subjects who meet the training standards according to regulations, of which at least 30% of teachers meet the standards for excellent teaching from the basic level and above; 100% of teachers meet the standards of good or above according to regulations on professional standards for secondary school teachers.
c) Staff: There are enough officers in charge of the library, subject classrooms, and teaching equipment rooms who are trained or have adequate professional capacity and can complete their tasks well.
1.3.2.3. Standard 3: On education quality
One year before being proposed for recognition and within 5 years of being recognized as a national standard high school, it must meet at least the following criteria:
- The annual dropout and retention rate is not more than 5%, of which the dropout rate is not more than 1%.
- The number of students with excellent academic performance is 3% or more; the number of students with fair academic performance is 35% or more; the number of students with poor or poor performance is no more than 5%. The number of students with good or fair conduct is 80% or more; the number of students with poor or poor performance is no more than 2% [8].
- Implement regulations of the Ministry of Education and Training on organization time and content of educational activities inside and outside of class hours; complete assigned tasks in the plan.

![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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