Some Recommendations for the State in Promoting the Application of Internet Marketing

Passengers have completed check-in procedures  select passengers who are denied transportation according to regulations, if the time of information is known before the passengers complete check-in procedures  hold seats for passengers who have completed Web check-in procedures on the new aircraft configuration

Solution towards automated baggage policy processing

In the current situation, airlines are constantly changing their free baggage regulations and charging fees according to their own commercial policies, moving away from the simple default policy, leading to increasingly difficult inter-flight baggage service, causing inconvenience to passengers and check-in staff, affecting the airline's operational efficiency.

From April 1, 2011, IATA issued a new policy 302 to replace the old baggage regulations. Instead of providing uniform regulations on free and charged baggage, this policy provides a four-step regulation to determine which airline's baggage policy will be applied for an interline journey when the baggage policies of the airlines are different:

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- If the policies of the airlines are the same, then this general policy applies.

- If the policies of the airlines are different, the policy of MSC will apply.

- If MSC does not publish a policy, the airline's check-in policy will apply.

- If the airline does not publish its policy, the policy of the operating airline for each leg shall apply.

Because the new policy 302 issued by IATA meets the consistency in calculating baggage fees for airlines when customers have a connecting journey, however, this policy is too complicated and involves many parts in the service chain: from booking, calculating prices, issuing tickets, doing procedures, paying and cannot be processed accurately by manual methods, so now VNA needs to move towards applying software to automatically process baggage policies.

Purpose:

- Automatically process all stages in the baggage service chain from booking, calculating ticket prices, to check-in and revenue management.

- Procedures:

- VNA needs to update its and other airlines' free baggage policies and charges based on the common database of ATPCO (Air Tariff Public Company).

- Airlines' baggage policies, bilateral and multilateral agreements, US Department of Transportation regulations and IATA's 302 policy will be encoded with ATPCO's solution.

- ATPCO connects to the reservation system, calculates prices, issues tickets, and checks in  the system updates data and provides it to users.

Benefit :

For VNA

- Allows correct baggage charges

- Check in luggage correctly, easier and faster

- Avoid disputes between airlines when there are complaints about luggage

- Reduce revenue loss

- Provides opportunities for new revenue streams

- Increase transparency in revenue accounting and revenue management

- Fully automatic process  calculate price and issue tickets accurately

- Pre-sale of excess baggage or pre-paid baggage is available.

For passengers

- Be clearly and accurately informed about free baggage allowance and fees at

all points of contact

- Have better conditions to decide what luggage to bring

- Convenient and quick check in

- Allow passengers to purchase additional free baggage allowance on the website, at kiosks, on mobile phones, at agents or at check-in counters

Other solutions

- The procedures for purchasing tickets, checking in, and checking in baggage need to be integrated into the airline's online website so that customers can look up information themselves via the Internet.

- There needs to be an online support service when passengers have questions as a reliable basis to answer questions when customers need it quickly. Through Internet phone support software (VoIP) such as Skype, Yahoo Messenger allows customers to make calls over the Internet to help save costs for passengers. In addition, VNA needs to build a support information system. This is a system of software containing information to support customer response work such as information on fare policies, ticket conditions, and VNA procedures. The support information system helps employees have enough information to answer passengers accurately and quickly.

3.5 Some recommendations for the State in promoting the application of Internet Marketing

3.5.1 Investment in developing IT infrastructure at the macro level

In order for Vietnamese enterprises to apply Internet Marketing to their production and business activities, Vietnam needs to have a strong enough IT infrastructure. The Ministry of Posts and Telecommunications needs to specify this strategic plan for developing IT infrastructure so that enterprises can base on these specific measures and roadmaps to build their own strategic plans. Developing IT infrastructure can be based on the following solutions:

Firstly, it is to invest in the reasonable development and effective use of the telecommunications network, striving to reach the regional average in terms of international Internet connection port capacity; meeting the quantity and quality of transmission lines, building private leased lines to serve the Internet for the whole society with high reliability and safety.

The second is to invest in developing Internet access application services including: database systems, electronic information content in Vietnamese and investing in developing Internet application services. Priority is given to creating a rich source of electronic information with Vietnamese content to serve domestic needs for Internet access, encouraging agencies, businesses, and Internet service providers to organize diverse electronic information database sources, gradually socializing the provision of information content online,

Third is to encourage the application of the Internet in electronic services of press, post, telecommunications, finance, banking, education and online training, and gradually develop

Develop E-Commerce, form the habit of buying and selling on the Internet between businesses, households and individuals, and move towards widespread electronicization of all activities of the production and business process.

3.5.2 Strategic planning for training Marketing and Information Technology staff

The application of Internet Marketing in the operations of Vietnamese enterprises creates two requirements: first is human resources and expertise and second is the English proficiency of Internet Marketing practitioners.

Regarding expertise, Vietnam needs to develop a strategic plan to train Internet Marketing experts for businesses and Internet knowledge for the general public. As the state management agency for education and training, the Ministry of Education and Training needs to soon issue this plan. The content of this training plan can be based on the following basic contents:

The first is to develop specific measures to encourage organizations and individuals from all economic sectors and foreign information technology experts to participate in training human resources in information technology.

The second is to build and implement a project to develop a computer network serving Education and Training, expanding Internet connections to training facilities, thereby meeting the need to popularize Internet knowledge at all research institutes, universities, colleges, and vocational high schools.

Third is cooperation in education of Information Technology and Internet technology as well as knowledge of Internet Marketing with countries that have relatively high quality development in these fields. Accordingly, we can send officials, experts and students to study in these countries. However, Vietnam also needs to have measures to ensure that these officials, experts and students will return to serve the development of the country, avoiding the brain drain that is very common today.

Fourth is to strongly deploy teaching programs and apply information technology at all school levels.

Fifth is to regularly improve knowledge of technology, Internet techniques and Internet Marketing for professional staff of enterprises through courses.

Short-term training and seminars to keep Vietnam's human resources up to date

with the rapid development of Internet technology and Information Technology in the world.

Regarding foreign languages, we all know that in order for businesses to be able to access the global market, it is necessary for the business's staff to have foreign language proficiency that can meet the requirements. Based on this issue, the Ministry of Education and Training needs to consider and recommend that universities, high schools, etc. need to come up with measures to improve the foreign language proficiency of future engineers and bachelors of the country.

3.5.3 Strengthening the economic and legal environment

Legal infrastructure is considered by many economies as the main challenge in accepting and applying the Internet in business activities, including Marketing activities.

Currently, the legal system regulating Internet activities in Vietnam is still incomplete and not perfect. Therefore, strengthening the legal environment for these activities plays a very important role in economic development and technology application in Vietnam. Creating and perfecting this environment through the following process:

First of all, we can refer to the legal models of other countries and multilateral organizations, such as the Singapore Electronic Transactions Ordinance, the Electronic Commerce Law of the United Nations Commission on International Trade UNCITRAL.... In addition, we can also refer to other models when drafting laws for analyzing and applying Internet Marketing suitable for Vietnam such as the laws on electronic signatures and electronic records of Singapore, India, Hong Kong, Thailand.

Second, it is not necessary to include all issues arising in E-Commerce or Internet Marketing in the new law. In fact, in many cases, the existing E-Commerce and Internet Marketing measures already cover many legal issues or can be adapted to them with relatively simple amendments. Meanwhile, the two new laws must also address specific issues that are not mentioned in the current legal framework. Thus, a comprehensive legal framework for the field of E-Commerce and Internet Marketing should combine the existing measures and the newly issued measures.

CONCLUSION

Nowadays, the Internet is one of the indispensable elements in the development of society, economy, security and is an essential part of people's daily life. Along with the speed of development and increasingly fierce competition, Vietnamese enterprises are required to quickly improve, grasp the market, and exploit business opportunities to the maximum through the application of Internet achievements . With that trend, VNA needs to have practical solutions to promote the application of the Internet in service marketing.

Through the study of theory, the current status of service marketing activities and especially the current applications of the Internet in service marketing at VNA, together with the author's more than five years of experience working at VNA, the contributions of experts with extensive experience in the aviation industry as well as customers who have used VNA's new products and services, the thesis has synthesized the aspects of service marketing that are being applied to the Internet at VNA, thereby analyzing and finding out the limitations, and at the same time, based on the theoretical foundation in chapter one and referring to the achievements of applying the Internet to marketing in similar service industries to propose solutions to promote the application of the Internet to service marketing at VNA, helping VNA gradually affirm its position in the domestic and world markets. The highlight here is that the topic is highly updated, suitable for the urgent need to apply modern technology to develop businesses in general and VNA in particular, to best satisfy customer needs, create more customer satisfaction and expand the market without limits in time, geographical space, language, and culture. Therefore, this research paper is practical and highly applicable.

The thesis has been completed with great effort, closely following the actual situation of VNA's operations, along with practical experiences, surveys, and rigorous conclusions from the survey results.... However, due to limitations in time and budget, the scope of the research has only been implemented for ground services, not covering all the products and services that VNA is currently providing. Hopefully, in the near future, the author will have the opportunity to conduct more in-depth research to be able to propose more comprehensive and practical solutions.

REFERENCES

Vietnamese

1. Dr. Nguyen Ngoc Hien (2003), E-commerce , Labor Publishing House.

2. Phan Lan (2005), Secrets of online business - Start-up and success , Culture and Information Publishing House.

3. Associate Professor, Dr. Nguyen Van Manh (2010), Tourism Marketing Textbook , National Economics University Publishing House.

4. Assoc.Prof.Dr. Luu Van Nghiem (2008), Service Marketing , National Economics University Publishing House.

5. Ministry of Industry and Trade (2010), E-commerce Report , (http://www.moit.gov.vn).

6. Ministry of Foreign Affairs, Overview of Vietnam's economy, World economic integration

(http://www.dei.gov.vn).

7. Vietnam Airlines internal newsletter.

8. Vietnam Airlines internal dispatch.

9. Website http://www.vietnamairlines.com.vn

10. Search for reference materials about Internet Marketing using the website: www.google.com.vn

English

1. Dave Chaffey & PR Smith(2008), Emarketing excellence –third edition.

2. Philip Kottler (1998), Marketing Management , Statistical Publishing House.

3. Shelholtz & Ted Demopoulos (2008), Blogging in Business , Knowledge Publishing House.

APPENDIX 1: LEGAL FRAMEWORK FOR ONLINE ACTIVITIES IN VIETNAM

1. System of legal documents on electronic transactions and information technology

The current system of Electronic Transaction Law in Vietnam is formed based on two main pillars: the 2005 Law on Electronic Transactions and the 2006 Law on Information Technology.

Based on these two Laws, many documents have been issued to improve and enhance the effectiveness of the system of laws and policies on electronic transactions and information technology applications, contributing to guiding the implementation and deployment of laws related to e-commerce in all aspects of social life. These documents focus on guiding the Law on Electronic Transactions in the fields of commerce, finance and banking and regulating general issues on the environment and IT infrastructure for electronic transactions in the whole society such as digital signatures, spam, IT applications in state agencies, Internet services and electronic information on the Internet.

Although there is no document directly regulating the field of online marketing, the birth of the above documents has promoted the strong development of the Internet and activities related to the Internet environment. Currently, online shopping has become familiar to a segment of consumers in big cities, the sale of goods and services via the Internet has been deployed in many fields such as aviation, tourism, hotels, supermarkets, etc.

2. Legal documents related to electronic marketing and advertising

Currently, the most valuable document in the system of legal documents on advertising is the 2001 Advertising Ordinance. This Ordinance was issued to enhance the effectiveness of state management on advertising, protect the legitimate rights and interests of consumers, organizations and individuals in advertising activities, and contribute to promoting socio-economic development. The Advertising Ordinance has created a basic legal corridor to guide the advertising sector.

Electronic newspapers and computer networks are considered as one of the advertising media and are regulated by the Advertising Ordinance. However, the regulations related to these types of advertising are still quite sketchy and have not kept up with the rapid development of advertising activities in practice.

Some other important documents regulating the advertising sector are Decree No. 24/2003/ND-CP dated March 13, 2003 detailing the implementation of the Advertising Ordinance and Circular No.

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