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摘要:本文主要介绍了在当今互联网和万维网高度发达的情况下,越南这个发展中国家的电子业的市场营销。......

“毫无疑问,互联网改变了我们生活的世界”。事实上,互联网和万维网的出现改变了人们做研究的方式,改变了人们交流的方式,我们可以通过互联网把视频,文章,照片分享给世界各地的人们,此外,互联网的发展也使传统媒体逐渐衰落。如今,人们不需要花费很长时间就能发送一份电子邮件,而且在几分钟之内就能收到回信,此外,人们可以不断更新他们最想知道的最新消息,他们可以很容易地访问网站,下载视频和一些他们喜欢的歌曲或照片,因为全世界有超过十亿人通过互联网共享数据紧密联系在一起。
 

互联网和万维网不仅改变人们的沟通方式,而且改变他们购物和做生意的方式。如果把互联网比作一个国度的话,那一定是个无比繁华的世界,很多公司和企业已经抓住一个机遇,它们通过互联网这一平台将自己的产品和服务提供给全世界的顾客。所以也建立了“电子商务”的概念。还创造了一个全球市场,不再是当地市场,此外,互联网已经成为一个有用的工具,为公司做市场营销。
 

Electronic marketing in Vietnam
 

“There is no doubt about it - the Internet has changed the world we live in”. Indeed, the advent of the Internet and the World Wide Web has changed the way people do research, communicate and share articles, videos, photos, etc. together all over the world. In addition, the development of Internet usage has made traditional media decline. Today people do not have to wait a long time for delivering a mail anymore; they can send many emails in only few minutes and can receive replies immediately. Moreover, people can constantly update the latest news in the world and they can easily access information, download videos, songs or photos they like because over one billion people all over the globe are sharing data together via the Internet.

 

The Internet and the World Wide Web do not only change the way of people’s communication, but also change the way they shop and do business. The Internet has been a huge economic boom to our countries and the world. [2] Corporations and businesses have taken an opportunity to reach worldwide customers by offering their products and services through the Internet, so the concept of “e-business” was established. This has created a global marketplace, no longer local markets. In addition, the Internet has become a useful tool for corporations and businesses to do marketing. E-marketing is popular today and is a part of marketing strategies of many businesses because cost is lower than traditional marketing through prints, newspapers or televisions. Moreover, the interactive nature of e-marketing is a reason why corporations choose as a method to develop and promote their businesses, i.e. it can receive replies directly from consumers who are sent messages, so corporations can follow and estimate whether consumers are satisfied with their products, services, prices and quality... Doing marketing via internet also helps businesses access to larger markets as well as develop into the global market. [3] 

Nowadays, when the number of Internet users all over the world has increased to 1.9 billion people [4] , e-business and e-marketing develop more and more in many countries. They are also applied in Vietnam, which is a developing country in Southeast Asia. Although Internet users in Vietnam are a lot, how is the current of e-marketing in the country? Is it any potential in the future? In addition, what is popular e-business models, e-marketing process, and different types of e-marketing strategies in Vietnam? Finally, what are contemporary strategic e-marketing issues in Vietnam? The report will concern and discuss about these issues.

 

THE BACKGROUND OF E-MARKETING IN VIETNAM

 

The Internet service formally appeared in Vietnam in 1997. At first, the Internet infrastructure was 64Kbps speed for the international connection, capacity was only enough for about 300 users, and cost was expensive. [5] Therefore, the Internet was only used by senior officials. However, the Internet has constantly developed during over 10 years. Nowadays, the Internet network has enlarged and improved much: the speed and the capacity increase, the cost decreases and it may be cheaper than other Asian countries. In addition, Vietnamese people are interested in digital media more and more. Thus, the number of the Internet users in Vietnam grew to over 24 million people in June 2010 [6] , and Vietnam has been listed among the top 20 countries in the world with the highest number of Internet users [7] . For the large number of the Internet users, it is an opportunity for enterprises in the country to develop e-marketing which is supposedly a part of marketing strategies today. However, how is the current e-marketing in Vietnam? And what is the potential of e-marketing in the country?

 

The Current of E-marketing in Vietnam
 

“E-marketing is a big chance, it is very cheap, but Vietnam’s marketers have not met demand of the market yet”, said Ian Fenwick in the workshop “E-marketing – The new Media Trend”. [8] Indeed, the Internet is so popular in Vietnam and people can access through many different methods such as dial-up, broadband, ADSL, wireless and 3G, but enterprises in Vietnam do not take full advantage of this to do e-marketing. They still advertise and do marketing through the traditional media that includes television, newspapers, and magazines although costs are very expensive. In addition, many corporations started to implement e-marketing through their websites, yet the effect is very low because expression of form and content are not enough attractive and unique to take customers’ attention. For example, almost businesses in Vietnam do e-marketing simply by putting banners/pop-ups on websites or buying key words of search engines while there are more attractive and effective forms such as in-text advertisement, text link and rich media.

 

However, the difficulty of economy strongly motivated e-marketing activities in Vietnam in the recent years. Many corporations which target on young customers and office workers have promoted e-marketing strategies quickly because almost Internet users are young people who are under 30 year-old. Moreover, many new and small businesses implement marketing via internet in order to decrease costs. Although the rate of e-marketing growth in Vietnam increases every year, following the report of Asia Digital Marketing Association, total revenue of online advertisement in Vietnam in 2008 was only about 2% over total revenue of advertisement industry. [9] The rate was very low compared with developed countries such as 27% in England and 20% in America. [10] 

 

The Future Potential of E-marketing in Vietnam
 

Despite e-marketing in Vietnam is slowly growing, it has potentials in the future. The boom of blogs and social networks is an advantage for businesses because their advertising costs are lower than traditional marketing but they have high effect. Marketing via internet is also easier to access the number of Internet users in the country. In addition, along with 55 million mobile subscribers and the investment of big telecommunication companies in Vietnam to develop 3G networks, there will be more and more marketing strategies on mobile phone. [11] In general, depending on marketers’ interesting level for e-marketing as well as enterprises’ trend about moving marketing budget to Internet more, there is still hope for the development of advertisement industry in Vietnam.

 

E-BUSINESS MODELS IN VIETNAM

 

Nowadays, e-business more and more is popular and develops in many countries. However, in Vietnam it has not grown yet although Internet users are a lot. One of the reasons may be the habit of consumers. Consumers in Vietnam like to buy products they can see and touch while e-business companies sell and provide products through websites with pictures. Although recently, consumers in Vietnam started to concern about buying products via internet more, they still reserve to decide buying products because they do not know their real products.

 

There are many different e-business models, yet in Vietnam market, only some is popular such as e-commerce, e-shop, virtual communities, or e-procurement. [12] The most successful e-commerce model in Vietnam may be vatgia.com, which was ranked at 894 about the number of visitors following the statistic of Doubleclick Ad Planner. [13] Vatgia.com, which provides helpful information about many kinds of products to consumers, started public to the community in 2007. Vatgia.com also provides services for enterprises such as store for rent, publishing buying and selling, questions and answers about consumption. Its special function is to list all products that have suitable price with consumers’ requirement. Vatgia.com provides three forms to pay when buying products via internet including pay cash on delivery, pay through bank account, and pay by credit card. In addition, to help consumers feel secure when making payments, Vatgia.com deployed the feature “introducing reliable partners”. Therefore, consumers should only deal with enterprises that Vatgia.com already authenticated and secured. For over 3 years of operation, Vatgia.com continues developing and holds 30% market share of e-business in Vietnam along with the number of visitors is 600.000times/day. Vatgia.com has nearly 10.000 stores and 700.000 products from housewares to luxury automobiles. [14] Beside Vatgia.com, Vietnam have other e-business models such as muaban.net, 123mua.com, etc.

本文标签: 市场营销Electronic m

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