Tổng Quan Thương Mại Điện Tử, Thesis of Digital Marketing

Download Tổng Quan Thương Mại Điện Tử and more Thesis Digital Marketing in PDF only on Docsity! “ TRUONG CAO DANG THUC HANH FPT POLYTECHNIC DA NANG a i. Education ----000---4 ASSIGNMENT Mon hoc: Tong Quan Thirong Mai Dién Tir Dé tai: Tong quan vé thong hiéu dién ti cua doanh nghiép NIKE Giang vién: Sinh vién: MSSV: Chuong |: Phan tich tac d6ng thuong mai dién tr voi doanh nghiép.............cesessseseseseseeseseeeseseeeseeeeee 2 Chuong II: Phan tich website cia doanh nghié Chuong III: demo websit 1. Gidi thiéu vé doanh nghiép 2. Phan tich khach hang MUC ti6U.........essesesesesesesesescsesesescsesesescseacseesaeseeeacsnseaesnseseeaseseeaseseeseaeaseeeaeaee 4 3. Phan tich G6i thts canh tram... ceeeeceeeeseseeseseseseseseseesesesnesesneseseeseseeseaesnsecsneseseeaeseeaeaesneeesneeeeeeee 4 4. Tac déng va muc tiéu ctia website déi voi hoat déng kinh doanh ctia Nike.. 6 1. Phan tich website doanh nghiép.. 1. Nang cap website. 215 Chuong IV: Ké hoach t khai, Ung dung Thuong mai Gi6n tir... eseeeseseeeeeseeeeeseeeneeseseeeseneeee 415 1. Lap ké hoach kinh doanh thurong mai di€n tlt... eeeeeseceseesesesnesesneneseeacseesesesneneseaeeeseeeeeeeeeee 415 1.1 Muc ti€u Kinh doa... eessseseseeseseseesseseessesesasseesssseseeaseseesseseeesesnesseeseeseessseaesseseaeeaeaaeaes 415 1.2 Dinh hu@ng kinh doanh. 1.3 Nhirng tiéu chuan danh gia. L.A XUic tien thurOng MAI... eee esteceeteseeeeeeeeseeseseeseseesesesseseeseseseenestensseeseseeaeecsteneseeneseeneaesneneaenes 16 1.5 Phan tich thi truOng........sceesssseeseseseeeseseecseeescseesseseeacssesesaseseesseseeeeesneesesneaseseeseesesssesseeseaee 16 1.6 Khach hang dac tht... cesesssesesesesesesescsesesesesesescseseasseesasseeeassnsesssneeseeaseseeaseaneaseaneeeeaneeeeaes 17 L.7 Nghién ctu NHOM MAU.L....esessessessessessessnesessnesceseseseseseeesesecscsnecsesnecsesnesseeneseeseseeseeneaeesaeesenees 17 1.8 Danh gia rui ro. 1.9 Chi€n IWOC Marketing... eesececeececeesesescesesceseseeseseceeseseeseseeeseceseeeeseeseeeseeeseetsteeeeteeeenenenenes 17 1.10 Chi€n luc DAN NANG... seeeesecseseseseseeseseeseseesesesnesesneseseeseseesesesnesesneseseeaeseesesesneaeseaeseeeeeeneees 18 1.11 KE hoach tai CHINN... eee eeseceeseseseeseseececeseseccesceesestecesueseseseeseesesesesesueeeeneeeeteseetseeneeeeeenes 18 Chuong I: Phan tich tac déng thuong mai dién tir voi doanh nghiép 1. Gidi thiéu vé doanh nghiép © Céng ty Nike duoc thanh lap vao ngay 25 thang 1 nam 1964 voi tén Blue Ribbon Sports nho ban tay Bill Bowerman va Phil Knight sang luén duoc lam tr nhing chat liéu tot nhat va dugc thiét ké voi kiéu dang ti mi, kin dao va tinh té. Ting dong may déu mang dén cho ngwoi stv dung cam gidc thodi mai, dé chiu. chinh cua Vans la vai canvas két hop cing da lon 6 mili va got chan. Day 1a hai chat liéu c6 thé noi la bén nhat 6 phan khtic giay gid ré. Do la chwa ké tat ca nhitng doi giay Vans déu duoc thiét ké cho dan trot van- mot m6n cuc ki “bao” giay, vay nén ting duwong khau mii chi déu duoc gia cong rat chac chan. Tat ca két hgp lai tao ra mot doi giay cu ki bén bi. Websit |- https://adidas.com/ |* https://puma.com/ |+ _https://vans.com/ e Mang |* Facebook: Adidas |« Facebook: Puma |+ Facebook: Vans xahoi |} Instagram: + Instagram: @puma |* Instagram: @vans @adidas San | Giay, dép, quan * Giay, dép, quan do, |» Giay, dép, tat, balo, pham do, mi, tat tui mi, tat, balo — tii phu kién... xach thé thao... puma... Gia |} Vai tram nghin + Vai tram nghin dén |* Véai tram nghin dén dén vai chuc triéu vai triéu vai triéu Diachi | Ha N6i: Tang 3, | Ha N6i: Vincom * TP.HCM: 35 A Ba toa nha Lotte, 54 Liéu Giai Da Nang: Vincom plaza, 910A Ngo Quyén TP.HCM: vincom, Quan 1 Tran Duy Hung, Tran Duy Hung, P.Trung Hoa, Q.Cau Giay, TP.Ha Noi TP.HCM: Vincom Center Dong Khdi, 72 Lé Thanh Ton, P. Bén Nghé, Q.1 Thang Hai, Phuong 11, Quan 10, H6 Chi Minh Ha N6i: Vincom Ba Triéu, 191 Ba Triéu, Lé Dai Hanh, Quan Hai Ba Trung, Ha Noi 4. Tac dong va muc tiéu cia website déi voi hoat dong kinh doanh ctia Nike website cuia Nike duc xem la cong cu hé tre dac lue cho hoat dong marketing online, gop phan quang bd r6ng rai doanh nghiép Nike, quang cdo san pham, dich vu dén khach hang nhanh chong gitip xay dung thuong hiéu, tao dung sw uy tin, déng thdi nang cao stfc manh canh tranh d6i vdi cdc di tht canh tranh trén thi trudng - Cung cap thong tin ctia Nike - Xday dung thuong hiéu Nike - Tang pham vi va kha nang tiép can khach hang - Quang bd thuong hiéu, san pham, dich vu ctia Nike - Tao ra website hé tro hoat dong kinh doanh, ban hang Chuong II: Phan tich website cua doanh nghiép 1. Phan tich website doanh nghiép website: https://www.nike.com/vn/ 1.1. Uu diém Trang chu - Té6ng quan vé giao dién website rat 6n dinh dé nhin, dé tim kiém - Tong hop dugc day du cdc céng cu tim kiém, gio hang va danh muc san pham (oe Mon Women Kes Customise Salo SHKHS: a oa - Cac banner c6 chita nut tré link dan dén trang san phim - Cac banner chira hinh anh nhifng bé6 swu tap néi bat, nhitng san pham trending, lam thu hut nguoi xem - C6 phan chon size, tang giam sé lugng san phim ie ink igh eS x Re x + ° > CE nemeamsnytunte nih 1985 ap shoe Ke Ung ding bl Home) ACCESSTANCE-NE. } AC nea san NOE ea. OlaChy Acting a Cao ding FFTSOy%. We Men in TEchel. G domicsd-eege | El Osnheten exe — san éng runt Tréem Tdyeniny Deanntww SNARE a en Nike Dunk High 1985 SP a - C6 phan thong tin chi tiét sin phim € 9 CG nkiamaniWinitini ibeptoe tel VDoMEL OD wan 7Q: Dey Risking A Cevahg HHI Ayk. BP Hem Halacha, GS dommboed gt © | BD vatisishax jesus Bf oe) ALLESSIRALE-Ne. ) ALCESSIHADE ely Bieri tn86 sr USC LAI VAG NAR 1588. ij evra nn aka un prin fn ep anata Link igh, ea en tan a a8 pd Ann hin Link fn asm 488 =a ue carpang mot o$ noa giéng ana aém may, 96 sug ném nat Dieu cdm gor and aén Bu nhum C2 ncnép nién 02,98 6uoe s¢2 ABI ¢8 pnt roo vBinicn deng lac aén sla ear gfe ¢8 ac ra su nép bn nop if, con He vB mar Ba tw ar Evens qu a eda hiked i kina rong 38 [Dé wr én geo rar 165, ching 10 €4tal:gc i nin dag. gac alfa ole bin géc vb arOng sta ab & pan én va pran ct hnp agi Retin 13taé nea ging cm may yc rumng ty shang cScr chuGe™c& vat tag xUSE EA TTEAg ang Nm By. uriBuoifen fon & pha ba yor eas ep pl cag edp ety, ha a a o8 Ue sg ng cae sv vana fbn xaay vong 64 de Ling thm hee kta va peng cach dis én Taéag tn ahi we: san anim 2 a Uo gL cad fice gina - C6 bang size cia tat cd san pham, dé dang tham khao Biéu dé kich thuéc US - Nam My - Nor Vuong quéc Anh cM EU Biéu dé kich thuéc Kich thuéc Nuc (em) Vang eo (em) Héng (em) Biéu dé kich thudc Kich thuéc Véng 20 (em) Héng (cm) Chidu dai chan (em) 65 24,5 39 XXS <815 <83,5 XXS 7 75 308 85 85 9 95 10 6 65 7 75 25 25.5 26 26,5 40 405 4 42 Bang size giay va dép XS NS NS L 815-865 865-915 915-97 97 - 103 695-745 745-795 79,5 - 85 85-91 83,5- 88,5 88,5-93,5 93,5 - 98,5 98,6 - 103.5 Bang size ao XS NS NS L 695-745 745-795 79,5 - 85 85-91 83,5 - 88.5 885-935 93,5-98.5 98,5 - 103.5 76 7 78 79 Bang size quan 105 808 27 trong XL 103 - 109 91-97 103.5 - 108.5 trong. XL 91-97 103.5 - 108.5 80 - Chan trang c6 dung dan vé cdc trang mang xa hdi cia Nike 95 ai 85 275 43 » cm 2xL 109 - 115 97-103 108,5 - 113,5 » cm 2xL 97-103 108.5 - 113.5 81 Gio hang - Gio hang ré rang va duc hé tro mién phi ship khi héa don trén 5 triéu. - C6 phan déi kich thuéc néu khach 16 chon nham size san pham va tang thém hodc giam sé lwong san pham. ie ir x SRS x + € > St nicecominjcar Winging. yl Home @ ALCEESTRERE NE.) ace Fen. @QOhCH Renting A oe sianéag bruniy ee em Gino Hh MieH PH Apricgdtn enti 8306600 serene Cai IG a ke bunk nigh 13859 8 op Satu ot Lac xfontmuge 4 ¥ SS weng tv n vise © cri ma vai pria ben tai. Bat nang som. Thanh todn - S6 tién ré rang va hién thi chi phi phat sinh giao hang - Theo doi dugc don hang va ngay nhan duoc hang. Kinane x + tothe ites sun/inyduen o/SDERCUIERRWERT food | am thé naa han muda shan dlr dem ot ving ecu ben? @ sacrs ‘tg ae Nhaip ton va da ei oda ban, Erte Me Rem Daim. & mln. Gong LT AAO CROUNELAROMGASNOATAREQUTTVNG TRAST. BA fe Qt ° a x hae TO: | El fanhatch ne cau | "Mam gla icring 8 | eSnpeta Hicanatan SNE Q 9 Tom lwo : Tod bo 7,858,000 2 ° a x © dorrtoad-cougte » | MM besstuon. vem oO & “Tom tat toa thi he ‘én Chi abit gy shang “1 Chi nit eaiy anc 1 ib Chuong III: demo website 1. Nang cap website Nike da cé trang web, nén em sé dia ra nhitng gidi phap dé téi wu website: - Giadm bot sé lwong HTTP, Toi wu hoa hinh anh, Kich thwéc anh, Giam lwong cac direct, X6a di nhitng plugin thita va tién ich b6 sung khéng can thiét dé gitip website load nhanh hon. - Cai dat thém céng cu hé tro chuyén déi ng6n ngi gitip phu hgp doi vdi moi khach hang - TO6i wu UI/UX than thién vdi ngwoi ding. - X6a tat cd cdc phan khong str dung dén nhu gidm javascriptjavascrip, x6a css khéng ding dén hoac phan bé lai cac anh hop ly. - Trang cht can dang thém théng tin vé doanh nghiép, tin ttc, tips thoi trang thu hut khach hang. - Trang cht can chia thanh cdc muc: bai viét méi nhat, sin pham mdi, san pham duoc yéu thich. - Phan banner ctia website can chinh lai kich thuéc dé trai nghiém ngwoi dung tét hon. - Nang cap, thiét ké lai website va bao vé cac di liéu hién cé cha doanh nghiép., - Thiét ké website dong, ndi dung ctta website dé dang chinh stra thém bét phu hop véi su phat trién cua doanh nghiép. Chuong IV: Ké hoach trién khai, ting dung Thuong mai dién tr 1. Lap ké hoach kinh doanh thong mai dién tt 1.1 Muc tiéu kinh doanh Viéc soan thao mot ké hoach kinh doanh thuong mai dién tr doi hoi doanh nghiép phai hét sttc than trong, toan tam toan y cho c6ng viéc nay. Dau tién, ban can xdc dinh chién lugc thuong mai dién tir sé kinh doanh hay con goi la muc tiéu dau tw kinh doanh lau dai. Viéc xdc dinh r6 rang cdc muc tiéu ngan han va dai han, trinh bay vi sao chién loc kinh doanh nay lai duoc stv dung dé dat muc tiéu do. 1.2 Dinh huong kinh doanh Dua ra nhitng san pham, dich vu ciing nhw gidi phdp ma doanh nghiép du kién sé trién khai kinh doanh online. Tiép theo, doanh nghiép can trinh bay ré nhitng ly do dam bao hung di nay ctia doanh nghiép sé thanh céng dé thuyét phuc cdc nha dau tu. 1.3 Nhiing tiéu chuan danh gia Cac tiéu chuan danh gid bao g6m: S6 long truy cap trang web trong mot thang. S6 trang ma khach hang da xem. Ty lé khach hang quay lai mua san pham cua ban trong thang. S6 lot twong tac, giao tiép va két qua. S6 long giao dich, don hang ban qua mang,... 1.4 Xtic tién thong mai Doanh nghiép trinh bay r6 minh can lam gi va thuc hién nhw thé nao dé xtc tién hoat dong kinh doanh, khuyén khich khach hang truy cap vao trang web cia minh. Thong qua nhitng két qua nghién cttu, tim hiéu khach hang sé gitip doanh nghiép lén chién luc tiép thi phu hgp, thu hut khach hang. 1.5 Phan tich thi truong Doanh nghiép can xéc dinh co héi thi trudng cho m6 hinh kinh doanh thuong mai dién ti cua doanh nghiép la gi? Dé xay dung duoc thuong hiéu, ché ditng vitng vang trén thi trudng thi doanh nghiép can lam gi va loi thé mang lai ra sao? Tim hiéu va phan tich déi thu canh tranh trong clung phan khtic Cach nhanh nhat dé doanh nghiép dan dau trén thi trudng, cham dung tam ly khach hang chinh la di sau phan tich tinh hinh canh tranh va chién luc ctia cdc doi thu. Doanh nghiép can nhin 16 trinh d6 va kha nang canh tranh cua ban than doanh nghiép mét cach khach quan. Bén canh dé, ban can lap danh sach nhitng trang web manh va yéu dang canh tranh vi doanh nghiép cia minh dé dwa ra dy dodn vé thi phan cho ting déi tha canh tranh, diém manh/ yéu, co hdi ctia ho,... 1.6 Khach hang dac thu Phac hoa ro nét vé nhém khach hang tiém nang ma doanh nghiép hung dén sé gitip xay dung chién luwoc ding dan, cham dting tam ly, nhu cau cua khach hang. Diéu gi ma doanh nghiép khang dinh sé c6 khach hang dén mua hang héa, dich vu cua ban qua mang. 1.7 Nghién cttu nhom mau Doanh nghiép trinh bay két qua nghién cttu nhom mau trong thi trwdng ma minh dinh hung. dwa ra cdc phan hoi cu thé va phan tich hanh vi tong thé, chi tiét ca nhom nay. Tir d6, doanh nghiép rut ra cdi nhin tot hon vé khach hang va thi trvong. 1.8 Danh gia rui ro Doanh nghiép dua ra nhitng danh gid va nhan dinh chi tiét vé thi trong va két qua sé dat duoc trong 3 —5 nam téi ca trén mang lan kénh truyén thong. 1.9 Chién luoc marketing - Vén6i dung: day 1a phan quan trong ma doanh nghiép nén dau tu that cuén hut dé dua lén website nham phuc vu tru tiép hodc gidn tiép cdc hoat dong kinh doanh thuong mai dién tt. - Vé quang cao: doanh nghiép nén cht y dén cdc yéu t6 nhw thvong hiéu, thong diép, dong goi,... can duoc xay dung ph hgp, dong nhat va bé sung dinh ky.