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NI DUNG CHNH

I. Marketing truyn khu (WOM) nh ngha Phn loi Cng c ca WOM II. WOM trong chng trnh Vay 24 pht ca Ngn hng ng
Chng trnh Vay 24 pht Qu trnh thc hin marketing truyn khu Kt qu Chng trnh Vay 24 pht Nhn xt nh gi

I. Marketing truyn khu


1. nh ngha: - Vn ha truyn khu (truyn ming) xut hin t rt lu. Kho tng vn hc dn gian v cng phong ph chnh l thnh tu ca vn ha truyn ming. - Word of Mouth: l hnh thc Marketing truyn ming, mt hnh thc tip th c thc hin da trn thi quen trao i, giao tip bng ngn ng ni ca con ngi. VD: Facebook l mt thng hiu c xy dng rt thnh cng nh marketing truyn khu. 2. Phn loi: 2 loi chnh Viral marketing v Buzz Marketing - Vi s pht trin ca Internet, tc ca cc lan truyn tin tc ngy cng nhanh.Vic lan truyn cc ni dung (video, text, hnh nh) c kch bn c li cho DN da trn nn tng Internet c cc Marketer gi l Viral Marketing (hay cn gi l Marketing lan truyn) Nhng virus ly lan t ngi ny sang ngi khc, h hon ton b ng tip nhn n hoc b n xm nhp. Cc thng ip marketing cng c lan truyn theo cch nh vy t ngi ny ti ngi khc, v tnh th v, c o, mi l ca thng ip marketing m nhng ngi xem n khng th khng chia s cho ngi khc, hay ni cch khc l lm cho ngi khc b

ly nhim. Cng ging nh hot ng ca cc virus m tc lan truyn ca thng ip marketing s chm trong thi gian u, sau tc ny tng dn v tr nn bng n.
Viral marketing c xem l mt hnh thc qung co c nhiu li th hn so vi cc hnh thc marketing hin thi. tin cy cao, hiu qu cao, chi ph thp - Thu ht c s ch ca mt lng khch hng ln hin ti cng nh trong tng lai. - Thng qua vic trao i ca cc khch hng tt c cc ch s kinh doanh s nm bt tt hn xu th v th hiu ca khch hng c s iu chnh ph hp. Nh vy m hnh thc ny s gip cho cc cng ty vn ln mt tm cao mi trong vic p ng tt hn nhu cu ca khch hng. - Nu nh viral marketing tp trung vo s lan truyn thng tin trn th gii trc tuyn (internet, weblog, instant messege, web review, rss...).th buzz marketing li b sung vai tr ca truyn thng trong vic to ra s bn tn tch cc v thng hiu.Buzzmakerting l 1 kiu qung co sn phm thng mi nh nhng li... truyn ming hay tin n. Cch thc ca n l "Hy ngi khc ni thay cho bn". c th l mt qung co trn bo gy sc, pa-n ln khng ng hng, hay 1 trang qung co phm thng, mt clip qung co cm k. Tm li l mu qung co s dng buzzmarketing l ti gy tranh ci cho mi ngi. VD: Slogan ca X-Men "Nu thng chng, hy cho anh y dng du gi ring" - Thi trang Benetton (M) vi cc poster qung co nh mt cha x m hn mt c gi, mt a b da trng mi m b ngi m da en, mt c gi ang tuyt vng v AIDS...

3. Phng tin thc hin WOM: T ri. Trch dn phn hi tch cc t khch hng. nh chp lnh o cng ty, c s vt cht cng ty, sn phm v gii thng. Cc ti liu gii thch cng vic kinh doanh. Thng bo v sn phm v dch v mi. Cc bi vit trn bo ch c cp n cng ty Mt s phng tin khc

II. WOM trong Chng trnh Vay 24 pht ca Ngn hng ng


1. Chng trnh vay 24 pht: i tng v iu kin vay vn - S HU TH A NNG NG - C in thoi di ng.
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- Hin cha c quan h tn dng vi Ngn hng ng . - Chng minh c thu nhp hoc cng vic ang lm hin ti. c im sn phm - Mc cho vay: 500.000 -> 50.000.000. - Li sut: 1,07%/thng = 12.84%/nm ( LSCV nm 2008 l khong 17%) - Thi hn cho vay: <= 12 thng. - Khch hng s c tin trong ti khon ch sau 24 pht t thi im h s vay vn c duyt. 2. Qu trnh thc hin WOM ca Ngn hng ng : 2.1. i tng truyn thng ip: Sinh vin cc trng i hc cao ng trn ton thnh ph H Ni. V y l i tng c s lng ng o, c trnh , cp nht thng tin nhanh v kh nng lan truyn thng tin nhanh nht. Trn thc t cc nhn vin pht hnh th ca Ngn hng ng n hu ht cc trng i hc v cao ng trn ton thnh ph pht hnh th min ph ng thi gii thiu v chng trnh ti cc bn sinh vin. Ti trc ca ta nh 7 tng ca trng H Thng Long, chng trnh thu ht c s ch ca ng o cc bn sinh vin ca trng. 2.2. Thng ip: Ai cng c th vay C tin ngay ch sau 24 pht Tc l tt c mi i tng khch hng, t cc h kinh doanh nh l nh mt b bn rau, hay cc bn sinh vin cha c thu nhp, n nhng ngi c cng vic n nh u c vay vn ti ngn hng. c bit hn khng cn th chp, hay cm c ti sn. 2.3. Mt s cng c WOM: T ri. y l hnh nh t ri ca ngn hng ng cho chng trnh Vay 24 pht. Mt sau ca t ri c thng tin chi tit nh: c im chng trnh, iu kin vay vn Trch dn phn hi tch cc t khch hng. Ti quy giao dch ca ngn hng ng khch hng c th tm hiu thm thng tin v chng trnh trong tp ch ring do ngn hng pht hnh. Trong c ng mt s kin phn hi tch cc t nhng khch hng tham gia chng trnh vay 24 pht. T , khch hng c th tin tng rng NH

ng cho mi i tng khch hng vay vn, hn na cn thc hin gii ngn ngay lp tc. nh chp lnh o cng ty, c s vt cht cng ty, sn phm v gii thng. Thng bo v sn phm v dch v mi. y l hnh nh ng Trn Phng Bnh TG NH ng trong bui hp bo ra mt sn phm Vay 24 pht. Bui hp bo thu ht c s quan tm ca bo gii cng nh nhng ngi quan tm. Nh thng ip c truyn n cc i tng khch hng v lan truyn nhanh chng. Hiu ng to ra t cc cng c WOM: -Tt c cc trng i hc trn ton thnh ph H Ni tham gia Chng trnh. -Cc din n, blog, cc trang web, c bit cc website ca cc trng i hc, cao ng u c ng thng tin v Chng trnh. ( Trn cc din n cc topic v chng trnh Vay 24 pht tr nn rt hot v thu ht s ch cng nh tham gia bnh lun ca c thnh vin kh si ni). - Thng hiu ng c ng o khch hng bit n. 3. Kt qu Chng trnh Vay 24 Pht -Gii ngn 2.000 t. -Pht hnh thm 2.500 th ATM.(2009) -Dn u ngnh NH trong vic pht hnh th. (2009) -Xy dng v nh v thng hiu: s tin tng. (Chng ti tin tng vo khch hng ca mnh v qu v cng c th tin tng vo chng ti). 4. Nhn xt nh gi chin lc WOM ca NH ng -Cc cng c WOM c s dng mt cch hiu qu => kh nng lan truyn thng tin nhanh chng, tit kim chi ph nhng t c hiu qu cao. -NH ng rt thnh cng trong vic thc hin chin lc WOM. Ngoi vic l ngn hng pht hnh c nhiu th nht nm 2009 th ngn hng ng cn c bit n l mt ngn hng chuyn nghip v kh nng gii quyt cc h s vay vn v gii ngn nhanh chng, i ng nhn vin lm vic nhit tnh v chuyn nghip.