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研究生: 阮南海
研究生(外文): Nguyen Nam Hai
論文名稱: Building and Developing Tan Mai Printing Paper Brand of Tan Mai Group Joint Stock Company:Based on Marketing – Mix Model
論文名稱(外文): Building and Developing Tan Mai Printing Paper Brand of Tan Mai Group Joint Stock Company:Based on Marketing – Mix Model
指導教授: 陳穎峰
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 金融與風險管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 125
中文關鍵詞: Tan Mai Group JSCMarketing - mixprinting papermarket.
外文關鍵詞: Tan Mai Group JSC, Marketing - mix, printing paper, market.
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Nowadays, the brand name has become a great concern not only for entrepreneurs but also consumers and society on bringing the effects of the brand. The content of the subject is to focus on building brand name of Tan Mai printing paper and give out innovative strategies to develop the brand in the future. We have considered through several brand documents features of paper market. Consequently, we can learn valuable lessons and experience that not only is the Tan Mai Group, also other businesses, particularly in doing business of paper.
As a result of researching, we will have a better understanding of the history of Tan Mai brand development. According to interviews with all employees, managers in Tan Mai Group JSC and other paper companies, we also evaluate a part of the promotion of brand name in recent years. Besides, we realize that there are some advantages, disadvantages, strengths, weaknesses and Marketing - Mix of Tan Mai Group JSC in order to find out good solutions to develop Tan Mai printing paper brand name in the future. At once we would also like to mention the own author’s opinions to develop the brand of Tan Mai Group JSC in the future


Nowadays, the brand name has become a great concern not only for entrepreneurs but also consumers and society on bringing the effects of the brand. The content of the subject is to focus on building brand name of Tan Mai printing paper and give out innovative strategies to develop the brand in the future. We have considered through several brand documents features of paper market. Consequently, we can learn valuable lessons and experience that not only is the Tan Mai Group, also other businesses, particularly in doing business of paper.
As a result of researching, we will have a better understanding of the history of Tan Mai brand development. According to interviews with all employees, managers in Tan Mai Group JSC and other paper companies, we also evaluate a part of the promotion of brand name in recent years. Besides, we realize that there are some advantages, disadvantages, strengths, weaknesses and Marketing - Mix of Tan Mai Group JSC in order to find out good solutions to develop Tan Mai printing paper brand name in the future. At once we would also like to mention the own author’s opinions to develop the brand of Tan Mai Group JSC in the future


Table of Contents
Abstract  i
Acknowledgement  iii
Table of Contents  iv
List of Tables  x
List of Figures  xi
Chapter 1: Introduction  1
1.1.  Research Background  1
1.2.  Research Purpose  4
1.3.  Research Question  6
1.4.  Limitation of the study  6
1.5.  Research Structure  6
Chapter 2: Literature Review  7
2.1. Overview of Tan Mai Group JSC  7
2.1.1. Tan Mai Group JSC Development Background  7
2.1.1.1. About Tan Mai Group Joint Stock Company (GTM)  7
2.1.1.2. History of establishment  7
2.1.1.3. Business activities  9
2.1.2. Objective of  Future Development  10
2.1.3. Organizational Structure  14
2.1.4. Production process of technology  18
2.1.5. R & D of Tan Mai Group JSC  19
2.1.5.1. Product R & D  19
2.1.5.2. Packaging R & D.  20
2.1.5.3. Technology R & D  21
2.1.5.4. Process R & D  23
2.1.6. Marketing Strategy  25
2.1.7. Financial Statement for Tan Mai Group JSC  26
2.1.8. MIS for Tan Mai Group JSC  30
2.1.8.1. MIS - management of personnel - salary  30
2.1.8.2. MIS of Accounting - finance  31
2.1.8.3.  MIS of importing and exporting sent and consignment warehouses  33
2.2. General (Macro) Environment in Viet Nam by PEST  35
2.2.1.  Political  35
2.2.2.  Economic  37
2.2.3.  Sociocultural  39
2.2.4.  Technological  40
2.3. Porter’s Five Forces model  44
2.3.1. Consumers  44
2.3.2.  Suppliers  47
2.3.3.  Competitors  48
Chapter 3: Methodology  50
3.1. Research Framework and Methods  50
3.1.1. Research Framework  50
3.1.2. Research Methods  50
3.1.2.1. Research Design  50
3.1.2.1.1. Qualitative research  51
3.1.2.1.2. Quantitative Research  53
3.1.2.2. Scale  53
3.1.2.3. Choosing and collecting samples  54
3.1.2.3.1. Sample size  54
3.1.2.3.2. How to collect data  54
3.2. Hypothesis Development  54
3.2.1. SWOT Matrix  54
3.2.2. Marketing - Mix (4P)  56
3.2.2.1. Product  57
3.2.2.2. Pricing  57
3.2.2.3. Placement  57
3.2.2.4. Promotion  57
3.3. Questionnaire Design  58
Chapter 4: Analysis  59
4.1. Discussion Question  59
4.1.1. Sample characteristics  59
4.1.2. Commenting on the market  61
4.1.3. Consumers rate the importance of brand  62
4.1.4. Distribution channel customers prefer  62
4.1.5. Suitable affordable prices for consumers  63
4.1.6. Consumers know Tan Mai through the channels of information  64
4.2. SWOT Analysis  64
4.2.1. Making a Matrix (SWOT Analysis)  64
4.2.2. SWOT Cross  66
4.3. Marketing Management of Tan Mai Group JSC  68
4.3.1. Marketing – Mix  68
4.3.1.1. Product Strategy  68
4.3.1.2. Pricing strategy  69
4.3.1.3. Distribution strategy  72
4.3.1.4. Promotion strategy  74
4.3.2. STP Analysis  77
4.3.2.1.  New Segment for Tan Mai JSC Group  77
4.3.2.2. The new Target for JSC Tan Mai Group  78
4.3.2.3.  New Positioning of Tan Mai Group JSC  80
Chapter 5: Conclusions And Suggestions  82
5.1. Conclusions  82
5.2. Suggestions  89
5.2.1. Construction of active plans for paper industry material  89
5.2.1.1. Orientation development of the trees for paper materials  89
5.2.1.2. Non-wood raw materials - a solution to the problem of raw materials  91
5.2.1.3. Waste Paper - big source of raw materials for paper industry  93
5.2.2. Promote the implementation of investment projects for the paper industry  95
5.2.3. Improving the competitiveness of the product  97
5.2.3.1.  In types and designs  98
5.2.3.2.  Quality  99
5.2.3.3. Pricing  100
5.2.3.4.  Market strategy  102
5.2.4. Accelerating the process of the equitization of the paper industry  103
5.2.5. Technological Improvement  104
5.2.5.1. Improving the obsolete production line of paper  104
5.2.5.2. Actively manufacturing equipment and spare parts  105
5.2.5.3. Application of information technology and automation in production  107
5.2.6. Improve management of production in business  111
5.2.7. Strengthen measures of trade promotion  112
5.2.8. Building wide distribution system  114
5.3. Practical  115
5.3.1.  Material  115
5.3.2. Promoting investment projects  116
5.3.3.  Product strategy  116
5.3.4.  Accelerating the process of stock  117
5.3.5.  Raising the technological level  117
5.3.6.  Improvement of management  118
5.3.7.  Measures to promote trade  118
5.3.8.  Improving the distribution system  119


List of Tables
Table 1. Ownership structure of business types  3
Table 2. The outcomes of business of the enterprises in the last three years  27
Table 3.  Characteristics of the sample  59
Table 4.  Customers give some elements of the Tan Mai Printing Paper  60
Table 5.  The Brand that customers often choose  61
Table 6.  The importance of the brand elements  62
Table 7.  Distribution channels that customers often use  62
Table 8.  Customers’ acceptance of purchasing price  63
Table 9.  Information channel of Tan Mai advertising  64
Table 10.  Discount budget allocated to brand advertising in 2011  76


List of Figures
Figure 1. The contribution of the paper industry production value in GDP  2
Figure 2. Product distribution system of Tan Mai  26
Figure 3.  SWOT Model  55
Figure 4.  Marketing – Mix Model  56
Figure 5.  Chart of discount budget allocated to brand advertising in 2011  76


References
[1] Tham Thi Thuy, 2010. Prospectus of Tan Mai Group JSC, Thang Long Securities.
[2] Pham Ngoc Toan, 2010. Financial reports of Tan Mai Group JSC, Accountant Department of Tan Mai Group JSC.
[3] Analysis Department, 2010. Report Summary of Vietnam''s Paper Industry, Habubank Securities.
[4] Dong Thi Thanh Phuong, 2008. Business Management, Thong Ke Publishing Company, 2nd Edition, 26-122
[5] Michael E. Porter, 2009. Competitive Strategy, Tre Publishing Company, 1st Edition.
[6] Philip Kotler, 2003. Marketing Management, Thong Ke Publishing Company, 1st Edition.
[7] Tran Minh Dao, 2002. Basic of Marketing, Giao duc Publishing Company, 1st Edition
[8] Quach Thi Buu Chau, 2005. Basic of Marketing, Thong Ke Publishing Company, 1st Edition
[9] Tran Anh Tuan, 2007. Basic of Management, Open University Publishing Company, 1st Edition
[10] Liam Fahey & Robert M. Randall, 2009. The Portable MBA in Strategy, Tong Hop Publishing Company, 1st Edition.
[11] Nguyen Trung Van, 2008. International Marketing, Lao Dong – Xa Hoi Publishing Company, 1st Edition
[12] Vu The Phu, 1995. Marketing Management, Open University Publishing Company, 1st Edition
[13] Philip Kotler, 1999. Kotler on Marketing, Tre Publishing Company, 1st Edition
[14] Philip Kotler, 2004. Ten Deadly Marketing Sins: Signs and Solution by Philip Kotler, Tre Publishing Company, 3rd Edition
[15] Philip Kotler, 2005. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 1st Edition
[16] Nguyen Huu Than, 2001. Human Resource Management, Writer’s Copywrite, 5th Edition
[17] Truong Cong Minh, 2003. Concepts of Strategic Management, Thong Ke Publishing Company, 1st Edition
[18] Charles W.L. Hill and Gareth R. Jones, 2007. Strategic Management Theory: An Intergrated Approach, 7th Edition
[19] Huynh Do Cong Tam, 2007. Target customers or potential customers: An approach, http://www.saga.vn/view.aspx?id=5670
[20] www.saga.vn. Implications for practice model SWOT analysis!, http://www.saga.vn/Sukiendoanhnghiep/SWOT/17992.saga
[21] saga.vn. Analyzing the industry environment to model 5 pressure, http://www.saga.vn/view.aspx?id=2826


 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
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