Home / Internet Marketing

Process of applying internet marketing in Vietnamese small and medium enterprises - 1


Ministry of Education and Training

National Economics University


Pham Hong Hoa


Internet Marketing application process in Vietnamese small and medium enterprises


Major: Business Administration (Marketing) Code: 62.34.30.01



Scientific instructor:

1. Prof. Dr. NGUYEN VAN THUONG

2. Associate Professor, Dr. Nguyen Viet Lam


Hanoi, 2013


COMMITMENT

I hereby declare that this Thesis is my own research work. The data used in the Thesis is honest. The results of the Thesis have never been

published in any work

Author of Thesis

Pham Hong Hoa


INDEX

COMMITMENT i

TABLE OF CONTENTS ii

LIST OF ABBREVIATIONS AND TERMS iv

LIST OF TABLES

LIST OF FIGURES vii

INTRODUCTION 1

1. Urgency of the topic 1

2. Research context 5

3. Research purpose 8

3.1. General research objectives 8

3.2. Objectives and specific research questions 9

4. Subject, object and scope of research 10

5. Research methods 13

5.1. Research methodological approach of thesis 13

5.2. Data sources of the thesis 13

6. Results and new contributions of Thesis 18

6.1. The results achieved by the thesis 18

6.2. New contributions of Thesis 18

7. Structure of the thesis 20

CHAPTER 1: OVERVIEW OF THEORETICAL RESEARCH RESULTS ON THE PROCESS AND APPLICATION METHODS OF INTERNET MARKETING ... 22 1.1. Understandings of IM and the scope of IM 22

1.1.1. Concepts of IM 22

1.1.2. Basic characteristics of IM: interactivity and personalization 26

1.1.3. Related concepts 28

1.1.4. Role, applicability and benefits of applying IM 32

1.2. Typical IM application studies in the world 39

1.2.1. E-Marketing model e-commerce 40

1.2.2. 4S web model – Marketing 44

1.2.3. Internet consumer behavior model and Marketing mix 48

1.2.4. IM 51 strategic model

CHAPTER 2: RESEARCH AND SURVEY ON THE CURRENT SITUATION AS A BASIS FOR BUILDING AN INTERNET MARKETING APPLICATION PROCESS IN VIETNAM 56

2.1. Research design 56

2.1.1. Research content framework 56

2.1.2. Objectives and specific research questions 59

2.1.3. Process and method of conducting survey research 59

2.2. Research results on the current status of Internet Marketing application in Vietnamese small and medium enterprises 66

2.2.1. Conditions for IM application of enterprises 66

2.2.2. Awareness of Internet Marketing of Enterprises 69

2.2.3. Internet Marketing application behavior of enterprises 84

CHAPTER 3: PROPOSED INTERNET MARKETING APPLICATION PROCESS FOR VIETNAMESE SMALL AND MEDIUM ENTERPRISES... 108

3.1. Model of the process of applying Internet Marketing into business practices of Vietnamese small and medium enterprises 108

3.1.1. Overview of model 108

3.1.2. Reasons and basis for proposal 109

3.2. Specific content of the steps of the IM 113 application process

3.2.1. Analysis of Marketing's operating environment 113

3.2.2. Customer analysis 115

3.2.3. Establishing Marketing goals and strategies 116

3.2.4. Developing E-Marketing mix policies, content strategy, e-presence and online customer relationship management 118

3.2.5. Action planning; Implementation organization and evaluation 131

3.3. Support solutions and recommendations 133

3.3.1. Solutions for building IM information systems in enterprises 133

3.3.2. Macro proposals to relevant departments to build a favorable environment for the application of IM 142

LIST OF AUTHOR'S RESEARCH WORKS 149

LIST OF REFERENCES 151

APPENDIX 159

LIST OF ABBREVIATIONS AND TERMS


STT

Acronyms and Terms


Meaning/Explanation

1

B2B

Business - To - Business: Business activities are aimed at customers who are organizations and businesses.

2


C2C

Customer - To - Customer: Communication, exchange, sharing, buying and selling activities... from customer to customer, that is, between customers/consumers with each other.

3

IT

Information technology

4

CRM

Customer Relationship Management: Customer Relationship Management

5

DN

Business

6

DNVVN

Small and medium enterprises

7


Download

Download information or data from the Internet to a personal computer or data storage device, so that the data can be used even when not online.

8

E-mail

Personal mail sent over the Internet

9

Forum

An online forum is a place where members discuss a certain topic(s).

10

HVNTD

Consumer behavior

11

IM

Internet Marketing

12

KH

Client

13

MKTG

Marketing

14

Moving online

Just a business putting its activities on the Internet environment to serve customers with online activities.

15

Manufacturer

Manufacturer

16

NTD

Consumers

Maybe you are interested!

Process of applying internet marketing in Vietnamese small and medium enterprises - 1



STT

Acronyms and Terms


Meaning/Explanation

17


Off-line

Physical or offline environment: activities that businesses conduct in a conventional environment other than the Internet environment, such as physical stores, event organization activities, sales...

18

Online

Online activities - refers to the presence and actions of the subject on the Internet.

19

SE

Search Engine - Search engines on the Internet, such as Google, Yahoo!, Bing...

20


SEM

Search engine Marketing: a collection of all activities related to and influencing search engines to increase the website's ranking on search engine results pages.

21


SEO

Search engine Optimization: Search engine optimization - is a way to increase the ranking of a website on the search engine results page, by changing the structure and content of the website to suit the search algorithms of search engines.

22


SMM

Social Media Marketing: gathers all marketing activities of enterprises on social media, adapting to the operating rules of social media.

23

Social Media

Social media - are media that use Internet-based technologies

24

SP

Product

25

TH

Trademark

26

E-commerce

E-commerce

27

TTr

Market

28

VN

Vietnam


LIST OF TABLES


Table 2.1: Results of the test of the proportion of statements expressing awareness and

Enterprises' thoughts on IM 82

Table 2.2: Reasons that Group I enterprises give for not/not yet

apply IM 86

Table 2.3: Current status of Internet advertising application of sample enterprises

Investigation 88

Table 2.4: Evaluation of advantages and disadvantages of Internet advertising by

DNgroup II 88

Table 2.5: Evaluation of the effectiveness of Internet advertising of group II enterprises 90

Table 2.6: Situations of using Internet advertising of group II enterprises 91

Table 2.7: Situations of applying Internet Marketing tools of the companies

Group III enterprises in the survey sample 95

Table 2.8: How to implement Internet Marketing activities of group III enterprises in the survey sample of 96

Table 2.9: Level of implementation of IM process steps of group III enterprises in

survey form 97


LIST OF IMAGES


Figure 2.1: Online Marketing operation process according to e-Marketing e-commerce model 42

Figure 2.2: Online Marketing operation process according to the 4S Web – Marketing model 45

Figure 3: Online Marketing operation process according to the HVNTD model on the Internet 49

Figure 2.4: Online Marketing operation process according to IM strategy model. 52 Figure 3.1: Theoretical framework model used to design research on current situation and

IM application conditions of Vietnamese small and medium enterprises 57

Figure 3.2: Research content framework on the current status and conditions of IM application of Vietnamese small and medium enterprises 58

Figure 3.3: Research process to study the awareness, conditions and IM application behavior of Vietnamese SMEs conducted by the author 60

Figure 4.1: Internet connection form of Vietnamese enterprises in 2011 184

Figure 4.2: Application rate of IT and e-commerce software of Vietnamese enterprises

2011 185

Figure 4.3: Proportion of staff specializing in e-commerce of Vietnamese enterprises, 2011 186

Figure 4.4: Structure of enterprises according to the level of IM 85 application

Figure 5.1: IM application process model for Vietnamese SMEs 108 Figure 5.2. Structure and organization diagram of the Marketing information system of a business 134

Comment


Agree Privacy Policy *