* About Logo:
A logo is expressed through a drawing, pattern, font or a special sign to create customer recognition at first contact. The logo needs to be different, easily recognizable and distinguishable from other logos, capable of making viewers remember it and associate it with a certain product or service of the company. The logo needs to be designed simply and accurately on other forms of printing, signs, banners, and symbols. The logo is different from the brand name, the logo can change over time to suit the times, the logo must be easy to associate with the product.
Currently, the company is using this logo which is not really convincing and not eye-catching. Because the logo is often changed, the company must pay more attention to logo design by establishing a specialized committee on this issue. To create more information to guide customers to easily recognize that the logo belongs to ECOVICO tourism company, a slogan should be added to the old logo that shows the company's business motto.
* About Slogan:
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Every business wants to build a reputation for its brand. They propose many different measures, some businesses are successful, but there are also businesses that have failed in their efforts to make their brand go deep into the minds of customers.
To create prestige for the product brand, low-cost measures can be applied. For ECOVICO company, although it has not been established for long, in the past, the company has focused on improving the quality of products and services, finding customers, and building a brand. But it has not really stood out while there are many difficulties when the company's competitors have been constantly penetrating and expanding the market, gradually creating trust in the minds of customers.
When building a company brand, a slogan is needed that reflects the company's criteria and is humane to create trust with customers about the brand's value. We have heard the phrase "Cherish Vietnamese feet" when referring to Biti's products, or "Say it your way" by Viettel. Here are some company slogans that can be used as a reference:
+ “ECOVICO – reputation, quality and trust”
+ “ECOVICO – a safe and comfortable destination for you”
+ “ECOVICO – creating a new life”
In the period of international economic integration, domestic enterprises are required to
as well as ECOVICO must make more efforts in serving and providing for
customers, must orient themselves on the business path as well as specific customers to make efforts to implement it. Currently, when companies enter the market, they make their promises to customers as a guarantee of quality, design, etc., but most businesses do not fulfill that promise, leading to disappointment with the product/service and directly affecting the company's image, losing customers. Therefore, in the near future, ECOVICO needs to quickly choose a Slogan that is suitable for its position.
5. Innovate customer care methods to complete the goals and directions of the proposed marketing strategy.
Somehow, remembering customers’ names and understanding their habits is one of the things that makes customers happy and loyal to the business. Customer information is kept in the customer relations department. This information needs to be used instead of being piled up in books.
The feeling of familiarity and trust of customers is more valuable than any profit. Because that trust is calculated by many times the profit brought by the source of familiar customers. When a customer becomes a regular customer of the business, it is also when they turn from a customer to a person who introduces to other customers. Because when a customer uses a service again, it means that the service has made them satisfied, and the general psychology is that when they feel satisfied, they will introduce others to use their products. If the person being referred is satisfied, then our regular customer will feel very proud, if the customer is not satisfied, this person will be our lawyer. Therefore, building trust and turning customers into regular customers is the best way to both take care of customers and expand the market.
Customer care measures
Nowadays, information travels very quickly and it is extremely valuable to have your company's products and services appreciated by customers.
If customers feel they are being mistreated by a company, word will spread faster than if they are treated well.
Therefore, ECOVICO travel company must do everything to attract customers, however, to get good customer reviews, ECOVICO travel companies must satisfy all customers in the customer care process.
Customer service methods range from technology-based support, invoice checking, and delivery status updates to good old-fashioned feedback. Travelers are the ones paying for a company’s services, and they expect the personal attention they deserve.
that need must be met quickly. Some customers like to provide feedback to a company or service about problems they encountered during the ordering process. Customer service can make or break a company's online business.
Do your research on the Internet and find out which ones focus on customer service and consider it an important selling factor. Providing after-sales support not only helps the customer, but it also creates a good and profitable relationship with the customer.
The customer service approach a company should take depends entirely on the product or service it is selling. It can be as simple as a "no questions asked" money-back guarantee on all returned products and services, or providing prompt and efficient email technical support, or providing a phone number to answer customer questions; whatever customer service approach a company takes, it should pay attention to how the company operates to succeed in post-sale relationships. Once a company has experience in communicating via email, its reputation will be known to current and potential customers.
Customer care methods
A company must take customer service seriously for any customer who visits the company, now let's look at exactly what the company needs to provide. The world of customer service methods is endless and the possibilities for creativity are vast, however there are some basic customer service methods that a company should provide on a regular basis.
Company guidelines
Customer care is not just about post-sale customer relationships. Provide potential customers with clear and transparent instructions on how to use your company's products and services.
Show them how to add items to their shopping cart, how to order, and browse the company’s products and services. Then, show them how to make a payment and what to do during the checkout process. For example: What types of credit cards does the company accept? What are the modes of transportation on a tour? What type of transportation does the company use? The company should also explain to customers how they can fit into each tour?
If the company does not offer a certain product or service, just show it.
customers how to use the services of other companies. If the company provides those
In your product and service introductions, show customers how to use them. Give them a place to record their frustrations, dissatisfactions, and the products and services as well as the attitude of the staff. Give customers all the methods and directions they need to contact the company when necessary.
Regularly answer customer questions
In any case, the employees of the company must answer the questions of customers quickly. The employees must be equipped with the questions and answers that customers will ask. And when other questions are raised by customers through email or phone. What customers want is the highest satisfaction when using the company's products and services.
Discussion forums
Discussion forums are a great customer service tool - they can cut down on tech support quite a bit. Because they are public, any customer of a company can answer questions from other customers, which frees up the company and frees up employees to do other things. The company can do this systematically through a website, which suggests that discussion forums can also be useful for other purposes, such as sending out announcements about the company's services.
Customer service can make or break a company's bottom line. Satisfying and supporting customers before and after the sale will attract new customers to your business and keep them coming back. Give your customers what they want and they will come back for good!
6. Re-study and expand domestic and foreign markets to perfect the proposed marketing strategy.
Immediately after new products and services are launched, ECOVICO tourism company must conduct market research to measure customer reactions to its products.
Still using the market research methods established in the previous stages, re-research the market to compare the effectiveness of the marketing strategies used. From there, make changes to suit market needs with the motto that human needs are always changing and to grasp the needs, suppliers are not allowed to stop in their development and innovation progress.
CONCLUDE
Tourism is one of the important economic activities, not only bringing large revenue to the economy, creating many jobs, developing service industries and infrastructure, but also a way to promote peace, cultural exchange, creating invisible but lasting values in many countries around the world in general and in Vietnam in particular.
However, with the deep integration of Vietnam into the world economy and the impact of the recent global economic crisis, the Vietnamese tourism industry is facing new difficulties and challenges, and ECOVICO Travel Company is no exception. Therefore, to survive and develop in this trend, ECOVICO Travel Company must have a marketing strategy that is appropriate to the market reality of its business activities.
The thesis has proposed some solutions to improve the company's marketing strategy in the travel business market in the coming time. However, due to the broad topic, the limitations of knowledge, expertise as well as the short internship time at the company, the topic cannot be without shortcomings. We look forward to the contributions of your company and teachers to make the topic better.
Finally, I would like to sincerely thank the attention and enthusiastic guidance of Dr. Pung Tan Viet and all the brothers and sisters in the company who provided information and data to help me complete this topic well.
Da Nang, November 2009
Student implementation
Tran Ngoc Huong.
REFERENCES
1. Vietnam National Land and Water Book - Vietnam Tourism General Department.
2. Tourism Geography – Associate Professor, PhD Le Thong.
3. Tourism Marketing Textbook – Dr. Do Ngoc My
4. Travel business management textbook – Associate Professor, Dr. Nguyen Van Dinh & Master.
Pham Hong Chuong.
5, Al Ries & Laura Ries. - Translator: Vu Tien Phuc, Advertising abdicates, PR takes the throne, Tre Publishing House, 2005
6, Frank Jefkins. - Translator: Ngo Anh Thy. Nguyen Thi Phuong Anh, Breaking the Mystery
PR, Tre Publishing House, 2008
7, Philip Henslowe. - Translator: Trung An, Basic secrets to success in PR, Tre Publishing House, 2007
8, Anne Gregory. - Translator: Trung An, Creating effective PR campaigns, Tre Publishing House, 2007
9, Joe Grimaldiet Al - Translator: Kieu Anh Tuan, The Art of Advertising - The Mystery of
success, Social Labor Publishing House, 2005
10, Phi Van, Advertising in Vietnam, Tre Publishing House, 2007
11, Philip Kotler – Translator: Vu Tien Phuc, Innovative Marketing, Youth Publishing House,
2006
12, David Meerman Scott. - Translator: Hung Van. New Rules of PR and Marketing, Tre Publishing House, 2008
13, John Westwood. - Translator: Lan Nguyen. Viet Ha. Strategic Planning
Effective Marketing, Ho Chi Minh City General Publishing House, 2008
14, Jay Conrad Levinson. - Translator: Hong Duc, Guerrilla Marketing Simple, Economical Strategies Bring Maximum Efficiency to Businesses, Publisher: Hong Duc Publishing House,
15, Philip Kotler, Kotler on Marketing - How to Create, Win, and Share
And Market Leader, Tre Publishing House, 2007
16, Website: http://www.google.com.vn/
INDEX
INTRODUCTION 1
CHAPTER I: THEORETICAL BASIS OF MARKETING ACTIVITIES IN THE FIELD OF TRAVEL BUSINESS 4
1. Some basic concepts in tourism, transportation and trade activities 4
1.1.Concept of tourism 4
1.2. Type of tourism 4
1.2.1. Classification by resource environment 4
1.2.2. Classification by trip purpose 5
1.2.3. Classification according to geographical characteristics of tourist destinations 6
1.3. Tourism products 6
1.4. Travel needs 6
1.5. Travel engine 7
1.6. Travel business 7
1.7. Travel agent 7
1.8. Tourist area 7
2. Some basic concepts of transportation 7
2.1. Concept 7
2.2. The role of transportation 8
3. Some basic concepts of commercial services 8
3.1. Concept 8
3.2. The role of commercial services 9
4. SOME CONCEPTS ABOUT MARKETING 12
4.1. Concept of marketing 12
4.2. The role of marketing 13
5. Marketing Strategy 14
6. Modern marketing trends 17
III. MARKETING IN THE FIELD OF TOURISM, TRANSPORTATION AND TRADE 18
1. Marketing Strategy for Vietnam Tourism 18
2. Marketing in the field of transportation services 21
CHAPTER II: CURRENT STATUS OF MARKETING ACTIVITIES OF ECOVICO TRANSPORTATION AND TRADE TOURISM COMPANY 23
I. General introduction of ECOVICO 23 tourism, transportation and trade company
1. Formation and development process 23
1.1. Formation of company 23
1.2. Main activities of the company 24
2. Organizational structure of the company's management apparatus and tasks of each department 24
2.1. Management structure 24
2.2. Tasks of each department 24
3. Conditions for receiving company guests 25
3.1. Technical facilities 25
3.2. Staff 26
II. Current business performance of ECOVICO 26 tourism, transportation and trade company
1. Business performance of ECOVICO 26 tourism, transportation and trade company
2. Revenue structure 28
3. Cost structure 29
4. Fluctuation in customer sources to the company 30
4.1. Fluctuation in visitor sources over the years (2006-2008) 30
4.2. Customer structure by trip purpose 31
5. Organizing and selling tourism programs 32
6. Implementation of tourism program 32
7. Analyze the external environment affecting the tourism business activities at the company.
ECOVICO tourism company. 33
7.1. Economic environment 33
7.2. Technological environment 34
7.3 Natural environment 34
7.4. Political and legal environment 35
7.5. Socio-cultural environment 35
7.6. Demographic environment 36
8. Some sample tour programs 36
8.1.Southern Journey Tour 36
8.2. Northern Discovery Tour Program 39
8.3. Tour Da Nang - Ho Chi Minh City - Thailand (Bangkok - Pattava) 42
III. Current status of marketing activities of the tourism, transportation and trade company limited
ECOVICO 45
1. Market research 45
2. Brand building 46
3. Advertising, PR and promotion activities 47
CHAPTER III: SOME SOLUTIONS TO IMPROVE THE MARKETING STRATEGY AT ECOVICO TRANSPORTATION AND TRADING TOURISM COMPANY 50
1. Complete research and development of domestic and foreign markets to achieve
The goals and directions set out 50
2. Complete research, analysis and evaluation of competitors to
implement the proposed marketing strategy well 51
3. Identify and add some new directional goals to complete the strategy
marketing of company 52
4. Building a brand to contribute to the successful implementation of the company's marketing strategy 55
5. Innovate customer care methods to complete the goals and directions of the proposed marketing strategy 58
6. Re-study and expand domestic and foreign markets to perfect the proposed marketing strategy 60
CONCLUSION 61