ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- NGUYỄN PHƯƠNG NGA COMPLETING THE SYSTEM OF DISTRIBUTION CHANNEL OF PRE-PAID VINAPHONE SERVICES IN THE PERSONAL CUSTOMER BOARD HOÀN THIỆN HỆ THỐNG KÊNH PHÂN PHỐI SẢN PHẨM DỊCH VỤ VINAPHONE TRẢ TRƯỚC TẠI BAN KHÁCH HÀNG CÁ NHÂN LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- NGUYỄN PHƯƠNG NGA COMPLETING THE SYSTEM OF DISTRIBUTION CHANNEL OF PRE-PAID VINAPHONE SERVICES IN THE PERSONAL CUSTOMER BOARD HOÀN THIỆN HỆ THỐNG KÊNH PHÂN PHỐI SẢN PHẨM DỊCH VỤ VINAPHONE TRẢ TRƯỚC TẠI BAN KHÁCH HÀNG CÁ NHÂN Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. TRẦN HUY PHƯƠNG HÀ NỘI - 2019 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com WARNING I, Nguyen Phuong Nga, graduate student of MBA15 course 2017-2019 of the Faculty of HSB, Hanoi National University, thesis "Completing the system of distribution channel of prepaid Vinaphone services in the Personal Customer Departement” by me under the guidance of Dr. Tran Huy Phuong. I guarantee that all data used, research in this thesis is honest and the result of my own research.
The data and information in this thesis have not been used to protect a degree, the information cited in the thesis is clearly stated. Hanoi, May 30, 2019 The reassurer Nguyen Phuong Nga LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com THANK YOU With deep affection and sincerity that allow me to deeply thank all individuals and collectives who have facilitated the process of studying and researching this thesis. In particular, I would like to express my deep gratitude to Dr. Tran Huy Phuong, who directly guided and helped me a lot during the research and completion of the thesis.
I would like to express my gratitude to all HSB faculty members of Hanoi National University for teaching and encouraging and facilitating me during my studies at the University as well as the completion of this thesis. I would like to express my sincere thanks to the Board of Directors, colleagues of the Personal Customer Department, the Sales Control Center for facilitating and helping me to complete this thesis. Although the author has made great efforts, the thesis is difficult to avoid certain limitations and shortcomings. Due to time limits and professional qualifications, the thesis is inevitable.
We hope to receive the sincere advice and contributions from teachers, teachers, friends and colleagues to make the thesis more complete. Once again, thank you! Hanoi, June 20, 2019 Implementer Nguyen Phuong Nga LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CATEGORY LIST OF ABBREVIATIONS LIST OF TABLES, MODELS, TABLES INTRODUCTION. The urgency of the topic. Subjects and scope of research.
Contents of the thesis. 4 CHAPTER 1: OVERVIEW OF DISTRIBUTION CHANNEL. Roles and functions of distribution channels. Distribution channel classification.
Distribution channel structure. Member of distribution channel .2 Management of distribution channels. Concept of distribution channel management. Role of distribution channel management.
Content of distribution channel management. Factors affecting distribution channels. Group of internal factors. Group of external factors.
Evaluating actors participating in the distribution channel system. Criteria for evaluating distribution system system. 38 CHAPTER 2: CURRENT SITUATION OF DISTRIBUTION OF PREPAID VINAPHONE SERVICES IN THE PERSONAL CUSTOMER BOARD. Overview of personal customer board.
The process of formation and development of enterprises. 41 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Organizational structure of individual customer committee. Business results of the Personal Customer Division for the period 2015-2018.
Current situation of distribution channel of vinaphone prepaid products at the personal customer department. VinaPhone mobile service distribution channel structure. Members in the distribution channel of the Personal Customer Department. Contribution of distribution channel members.
Overall assessment of distribution channels. Current situation of distribution channels of vinaphone prepaid products at the personal customer department. Select member of distribution channel. Encourage members in the channel to work .7 Commercial discount rates for channels.
Evaluate channel members. The impact of the network transfer campaign to maintain the MNP number to the distribution channel. General evaluation on the organization of distribution channel in the personal customer board .3 The development of distribution channels of competitors. The cause exists in the management of distribution channels.
69 CHAPTER 3: SOME SOLUTIONS TO COMPLETE OF DISTRIBUTION CHANNELS OF VINAPHONE PREPAID PRODUCTS AT THE PERSONAL CUSTOMER BOARD. Orientation in business of personal clients. Forecast of influencing factors. Business goals and orientations of the Personal Customer Department.
Some solutions to complete the distribution channel in the personal customer board. 78 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Complete the model to provide services. Create close relationships with members in the distribution channel.
Adjust incentive policies. Promote mixed promotion policies. Some other support solutions. 84 Appendix 1: Table of evaluation criteria for quality of Retail points care.
86 Appendix 2: Questionnaire survey and assess customers' distribution channels VinaPhone. 88 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF ABBREVIATIONS VTTT: Provincial and City Telecommunications VNPOST: Provincial and Municipal Post Offices DVGTGT: Value-added services DVGT: Value service DBL: Retail point P&T: Post and Telecommunications LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES, MODELS, TABLES Figure 1.1: Types of distribution channels .4: Direct distribution channel format.5: Indirect distribution channel format .6: Mixed distribution channel format .7: Members of the distribution channel. Administration distribution channel .9: Manage distribution channels. Select channel members.
1: Organizational structure of the Personal Customer Department .1: Successful call setup rates in recent years .2: Data on performance of yearly targets of the Personal Customer Department .2: Subscription on the Personal Customer Department network for the period 2015-2018.3: Revenue from Personal Banking Department for the period 2015-2018 .4: Market share of the Personal Customer Department compared to the whole Company.5: Market share of the Personal Customer Department compared to other networks .6: Diagram of distribution channel system at the Personal Customer Department .4: Statistics of distribution channels of the Personal Customer Department .7: Number of stores over the years .5 Revenue contribution from channels (only for prepaid service revenue).8 Discount rate for level 1 agents. 62 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. The urgency of the topic Currently, in the telecommunications market in Vietnam, there is a fierce competition between three operators: Vinaphone, Mobiphone, and Viettel; Vinaphone's mobile market share ranks second after Viettel network. VinaPhone's main competitor, Viettel, still retains its dominant position with 52% market share.
Market share of the Personal Customer Department compared to other networks To gain the market share of lost Vinaphone, first of all, it is necessary to perfect the system of distribution channels of Vinaphone prepaid products at the Personal Customer Department. Distribution system with the role of linking manufacturers with consumers, it affects profit, price, as well as other benefits for consumers when choosing quality products, Price is suitable for demand. Therefore, the distribution channel becomes one of the effective means of competition VinaPhone is one of three mobile service providers with the largest market share in Vietnam, in which the Personal Customer Department manages the northern region. Recognizing the role of distribution channels in modern business, in the past time, the Personal Customer Department has paid much attention to this issue.
To ensure the mission and business of distribution system of VinaPhone services are covered widely, meeting the demand of using social services. 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com However, the application of the theory of distribution channels in practice is inadequate in view of marketing, the system of distribution channels is still inadequate, the organization of distribution channels is overlapping, taking advantage of the old distribution channels VNPT has many shortcomings, not keeping up with the current situation after dividing the Post and Telecommunications. Moreover, the direct competitor is Viettel Telecom Company of Military Telecom Group which has joined the market since the end of 2007 and now has more than 50% market share of mobile services in Vietnam. This shows that units that organize well the distribution channel will achieve high business results.
Therefore, the study of perfecting management of VinaPhone service distribution channel is an urgent requirement now. For this reason, I chose the topic "Completing the system of distribution channels of Vinaphone prepaid products at the Personal Customer Department" as the research topic. Research overview Distribution channels and management theory of distribution channels in business of product and service suppliers have been mentioned a lot in documents and research works in many countries in the world as well as in Vietnam. In the curriculum of marketing management, it is mentioned the distribution channel.
For example, Philip Kotler, who is considered the father of modern marketing, said that the product distribution channel is one of the four variables of mixed marketing that businesses need to build to deploy marketing efforts to the market target. The development and good organization of distribution channels help businesses build and maintain a competitive advantage in the long term. Because, distribution channel is a collection of external relations between independent businesses in business. Creating and developing a distribution channel system requires a lot of time, effort and intelligence so it is not easy for other businesses to follow.
In Vietnam, in recent years, there have been some researches on distribution channels of some products and services such as: - Topic: "Improving the distribution channel system of Vietnam Post Corporation" by Nguyen Thi Thanh Hai analyzed and synthesized theoretical issues 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com related to the management of distribution and distribution channels. The actual price of distribution channel of telecommunications products of Vietnam Post and Telecommunications Corporation including VinaPhone's mobile products. The author has proposed a model of distribution channel system and sales mechanism applied in the distribution channel system of Vietnam Post Corporation, but has not focused on specific research on VinaPhone mobile products. - Subject: "Business development of mobile service enterprises in Vietnam", Doctoral thesis of Hanoi National Economics University in 2008 by Le Ngoc Minh.
The thesis has assessed the current business situation of mobile information enterprises in Vietnam, applying business theories of enterprises to propose solutions for business development, however, does not specifically address the specific characteristics of the mobile product's distribution. Along with many other topics that mention distribution channel management, however, the organization of distribution channels for a specific product, VinaPhone mobile service, has no topic. With the desire to have organized research and improve the distribution channel of specific products, I chose this research topic. Research objectives The general objective of the thesis is to propose solutions to improve the system of distribution channels of products and services at the Personal Customer Department.
Specific objectives include: - Synthesis of the theoretical basis of distribution channels. - Evaluate the status of the system of distribution channels of Vinaphone prepaid products at the Personal Customer Department - Proposing solutions to complete distribution channels of Vinaphone prepaid products at the Personal Customer Department 4. Research methods The thesis using main research methods is: Research methods at the table: This is a common method to carry out initial assessment. Authors can collect available data within your company or external sources.
Information can be in paper form or digitalized on issues such as: national 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com economic overview, market survey report, company profile, sales tracking data, trade statistics, consumer survey. Field survey method: Is the method of direct observation on the object of the survey right at the place where the processes that the researcher can use as an argument.