ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- DƢƠNG ĐỨC HẠNH BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016-2020 AND VISION 2025 XÂY DỰNG CHIẾN LƢỢC PHÁT TRIỂN THƢƠNG HIỆU VNPT-TECHNOLOGY GIAI ĐOẠN 2016-2020 VÀ TẦM NHÌN 2025 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- DƢƠNG ĐỨC HẠNH BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016-2020 AND VISION 2025 XÂY DỰNG CHIẾN LƢỢC PHÁT TRIỂN THƢƠNG HIỆU VNPT-TECHNOLOGY GIAI ĐOẠN 2016-2020 VÀ TẦM NHÌN 2025 Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: PGS. HOÀNG ĐÌNH PHI HÀ NỘI - 2020 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article. The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration.
i LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENT I undertake that all contents of this thesis are presented in my text and structure with great diligence in researching, collecting and analyzing the documents related to the brand in general and VNPT Technology in particular, as well as the guidance of Associate Professor. Doctor Hoang Dinh Phi to complete the dissertation. I am fully responsible for this commitment. ii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TITLE CHAPTER DECLARATION.
ii TITLE CHAPTER .iii LIST OF ACRONYMS. v LIST OF CHARTS. Aims of research. Objects of research.
4 CHAPTER 1: THEORETICAL FRAMEWORK ON BRAND AND BRAND BUILDING. Overview of brand. The basic concepts. Characteristics of the brand.
The role of the brand. Method of brand valuation. The process of brand building and development. What to do before making a branding decision.
Basic decisions about branding. Challenges and experience when building and developing the brand. The challenge of creating a valuable brand. Experience in building and developing brand.
20 CHAPTER 2: THE STATUS ANALYSIS AND EVALUATION OF VNPT TECHNOLOGY BRAND. Overview of VNPT Technology. 21 iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. History of formation and development.
Business performance of VNPT Technology. VNPT Technology brand, building and developing. Identify basically VNPT Technology brand. The status of building and developing the VNPT Technology brand.
The objective need to build the VNPT Technology brand. WTO accession, opportunities and challenges for VNPT Technology. The objective necessity of brand building VNPT Technology. 39 CHAPTER 3: BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016 – 2020 AND VISION 2025.
Strategic orientation for VNPT Technology brand development. Orientation of building and developing the brand name of Vietnam. Orientation development of VNPT Technology. Strategic orientation for VNPT Technology brand development.
Building strategy and sustainable development of VNPT Technology brand. Group solutions to enhance competitiveness:. Group solutions to strengthen and enhance the brand image VNPT Technology. 63 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF ACRONYMS 1.
VNPT : Viet Nam Post and Telecommunication 2. IT : Information Technology 3. NGN : Next Generation Networks 4. WTO : World Trade Organization 5.
PSTN : Public Switched Telephone Network 6. Mega Wan : Wide Area Network 7. Mega VNN : Viet Nam Net 8. GSM : Global System for Mobile 9.
Tvod : Tivi on demand 10. Mb/s : Megabyte/ second 11. VINASAT : Vina Satellite 12. PR : Public Relation.
ADSL : Asymmetric Digital Subscriber Line v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF CHARTS Chart 1: Awareness of VNPT Technology’s logo -------------------------------------------------- 23 Chart 2: The channels approaching to VNPT Technology of customers -------------------------- 23 Chart 3: VNPT Technology stands for phrase -------------------------------------------------------- 24 Chart 4: How to read the name VNPT Technology -------------------------------------------------- 24 Chart 5: Understanding of customers in the field of operation of VNPT Technology ---------- 24 Chart 6: Customer perception of the type of activity ------------------------------------------------- 25 Chart 7: Satisfaction with product quality ------------------------------------------------------------- 25 Chart 8: Satisfaction on Telecom service -------------------------------------------------------------- 25 Chart 9: Level of satisfaction on Telecom service---------------------------------------------------- 26 Chart 10: Level of satisfaction with the service deployment---------------------------------------- 26 Chart 11: Bothered of tvod (TV on demand) service comes from --------------------------------- 26 Chart 12: Bothered of fixed phone service comes from --------------------------------------------- 27 Chart 13: Bothered of mobile equipment service comes from -------------------------------------- 27 Chart 14: Bothered of the Internet equipment service comes from -------------------------------- 27 Chart 15: Customer’s confidence on the change of VNPT Technology -------------------------- 28 Chart 16: Changes are expected by the customer ----------------------------------------------------- 28 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Rationale Business history has been witnessing the sustainable development of many powerful economic corporations in the world. Even in Vietnam, brands such as Sony, Coca Cola, Honda, Heneiken. are ingrained in the minds of consumers, can say that this is an integral part of the daily life of millions of people, they always desire to own, use the above products to enjoy a full life.
Starting from the actual competition situation, the question is how today's businesses are going to survive and develop in this fierce and vital competitive environment, which is a question of Various opinions and answers. However, the answer is that companies must build a good brand for themselves and that brand must be domineering in the consumer’s brain. One of the most important goals of a business is to be liked by consumers more than competitors, so how can the business do that? Is differentiation really necessary? In all cases where consumers have a choice - the answer is yes. Why? Because consumers will choose based on the distinctive differences in their perceptions.
Only a few seconds to choose, so little. But the success, failure lies in that situation: consumers will choose based on the perception of differences between many factors, not on the value of the product that temporarily depends on their perceived value. Moreover, on the market, there are not many really different reasons for choice. For example, when a consumer selects a car, all of the brands and styles are known to give customers the most important elements such as: utility, reliability, safety, convenience, the choice of brand and style will then be based on what is considered less important, such as the design of the backlight, the paint is harmonious or outstanding?.
It can be said that good brands often bring some outstanding benefits. It deserves a higher price. It helps to firm up or to overcome competition easily. It can slow or stop the erosion of market share.
It increases the company's appeal to markets and brings tangible value to the business. The world economy is entering a new stage, which is global integration and its results will undoubtedly offer huge material and spiritual values to humanity. Accompanying the pace of economic development of the world, Vietnam as bearing a new breath in the construction and development of the country. In the past few years, Vietnam has made remarkable progress in economic, political and social development, which has gradually attracted the attention of the international community.
However, 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com if we do not try harder, the development gap with other countries remains a concern. In general, we must inherit the progress, the precious experience from the progressive point of view, combined with the enthusiasm of Vietnamese, we will certainly make miracles for country. The concept of brand and branding emerged as a highlight, making it a prominent part of the modern economic viewpoint, which resulted in the resounding success of emerging economies. Is the brand with Vietnam enterprises really a concern? How have our businesses prepared their image in the process of international economic integration? Where do we start branding on, and how do we do it?.
It can be said that the brand has received a lot of attention from the majority of consumers, especially those who do business, because the brand will lift all of us to a new level of production and consumption over away from the traditional way of enjoying life in the past. With the eagerness to present clever ideas on brand and branding, the writer of the thesis chose a big industry which has a long history of development, Vietnam Post, it is building and developing the brand as the center of analysis for the dissertation and bring all the time, research ability, knowledge learned and especially the advice and suggestions of Associate Professor. Doctor Hoang Dinh Phi to complete this thesis in the best manner with the following contents: Subject: BUILDING THE BRAND DEVELOPMENT STRATEGY OF VNPT TECHNOLOGY PERIOD 2016 – 2020 AND VISION 2025. Literature review To perform the Research objectives and missions Research has fabricated, the thesis uses a combination of systematic approaches, investigation method and synthesis- comparison.
Basically the thesis approaches the point on some specific methods as follows: - Information collection method The secondary information: was collected by method of research document to synthesize theoretical basis, analysis reports related to the thesis. The Sources of information include: Statistical Yearbook, industry and local reports available related to the research topic of the thesis. Books, newspapers, magazines, research works, workshop documents and from internet.Reports and documents of VNPT Group. Primary information: conducted by two methods (qualitative research and 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com quantitative research) to argue the issues raised in the thesis.
Qualitative research: using leader interviews and surveys with purpose: (1) to design and adjust the survey questions used in research; (2) to assess the status of brand building and development activities VNPT Technology; (3) to identify and determine the influence of factors on the activity building and developing VNPT Technology brand. The interviewees were carefully selected to collect Information with accurate and of high value. So the author chooses interviewees, who understanding of business operation telecom enterprises (Telecom managers, officials and managers involved in the operation building and developing VNPT brand). Quantitative research: using sociological survey method by questionnaire survey (the survey questions in appendix 03) for the evaluation purpose of impact factors to the VNPT Technology brand development.
Quantitative research included base on contents such as: designing survey questions, identifying survey samples, collecting data through survey and data analysis. The author uses the table Preliminary survey to conduct direct interviews with some people (including VNPT Technology’s customer and other customers) about these activities of building, developing VNPT Technology service and brand, on factors that affect the brand building and development. Number of people interviewed in this step 50 people. - Synthesizing and systematizing data method Applying the classification method to synthesize and systematize the survey data to provide the research requirements and objectives.
- Analysis and information processing method After collecting secondary and primary information, the author used the statistical method to describe and analyze the quantitative characteristics in relation to the research object to accost the objective of the thesis. At the same time, use economic analysis methods, statistical analysis.to process business data, customer survey data, create charts, models, organize data using Excel software.