Thương mại điện tử - Marketing điện tử

Churang 3 MARKETING Dim Ti) 3.1. Tinig quan ye marketing din tir 3.1.1. Ceic khai nVem co' ban ve E-marketing Marketing da hinh thank tir rat lau cling voi su phat trien cua hoat dOng thucmg mai. Tuy nhien markting dien tix thi m6i chi ph6 bien trong han 15 nam trey lai day. Hien nay có nhieu each hieu marketing dien tir, sau day la mot s6 khai ni'em dien hinh ve marketing dien tir: Marketing dien tir la qua trinh lap ke hoach ve san pham, gia, phan ph& va xfic tien d6i vOi san pham, dich vu va )", tuOng de dap ling nhu cau cua t6 chirc va ca ithan - dua tren cac phuang tien dien tir va Internet. 9 Marketing dien tir bao g6m tat ea cac hoat d6ng de thoa man nhu cau va mong muon cua khach hang thong qua Internet va cac phuang tien dien tir 10 Marketing dien tir la viec img dung mang Internet va cac phuang tien dien to (web, e-mail, co so dit lieu, multimedia, Smartpohone...) de tien hanh cac hoat dOng marketing nharn dat duac cac muc tieu cua t6 chirc va duy tri quan he khach hang thong qua viec nang cao hieu Net ve khach hang (thong tin, hanh vi, gia tri, mirc dO trung thanh... tir d6 lien hanh cac hoat dOng 'cue tien huang muc tieu va cac dich vu qua mpg huong toi thoa man nhu eau cua khach hang." Ye ca ban, marketing dien tir duac hieu la cac hoat dOng marketing dugc lien hanh qua cac phuang tien dien tir va mang vin thong. Trong do, phuang tien dien tir c6 the la may tinh, dien thoai di dOng, Smartpohone con mang vien thOng c6 the la Internet, mpg thong tin di Ong... 9 Philip Kotler, Marketing Management, 11 Edition, 2007 I° Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000 143 3.1.2. Cdc hinh that plat trim co ban cda marketing din tir Nhin chung marketing dien tir trai qua 3 giai down phat trien: Thong tin: cac hog deng marketing dien tir nham glen thieu, quang ba hinh anh doanh nghiep, san phim dich vu cua doanh nghiep thong qua cac website, catalogue dien Giao dich: cac hoat Ong giao dich true tuyen, to &Ong hoa cac quy trinh kinh doanh, phut vu khach hang tot hcm, thuan lien, an town va hieu qua hcm trong ban le, dich vu ngan hang, thi twang chimg Twang tic: phi hgp, lien ket gift nha cung cap, nha san xuat, nha phan phii... thong qua chia se cac he thing thong tin, phii hgp cac quy trinh san xuat, kinh doanh de hoat Ong hieu qua nhat, dien hinh la cac hang san xuat 6' to, may tinh... * Nhang hoat d'Ong Marketing dien t r ph6 biin - Marketing true tie') bang e-mail. - Giri thong diep quang coo qua Internet den cac thiet bi dien tir nhu dien thoai di &Ong, fax... - Dich vu khach hang thong qua cac cong cu tren web va Internet nhu chat, voice, video conference, net meeting. - Thuc hien dieu tray kien khach hang to Ong bang bang eau hoi tren web. - Dang ky tren cac san giao dich, cong thucmg mai dien - Ti chfrc cac can dan de tim hitu y kien khach hang. - Tir 2009 xuat hien hinh dale Marketing dien tir qua mpg xa hei * So sanh marketing dien tir va marketing truyJn thing CO the khang dinh rang mix tieu cua marketing dien tir va truyen thing khong khac nhau. Jeff Bezos — nguoi sang 14 va ding th6i la chu tich cua Amazon.com, met trong nhung cong ty kinh doanh qua mang hang dau the giai voi doanh se nom 2009 khoang 29 tS, USD da phat lieu rang: "Mgi ding ty deu phai chu trong tad khach hang, huang tai nhu cau cua khach hang tnrac khi de cap tai san pham cua minh, cho dir trong thoi dai cong 144 nghe thong tin hay cac thed dai khac". Doi vori doanh nghiep, invc tieu cua marketing dien tir khong khac vOi marketing truyen thong, deu la doanh se, loci nhuan, thi phan... Jeff Bezos ding nhan xet ve Amazon.com nhu sau: "Chang ME khong phai la nha phan phoi sach bao Chang toi sung khong phai la nguoi ban bang dra nhac Chang toi cung khong phai la nhiing nha kinh doanh phim anh Va cung khong phai la ding ty chuyen ban ciciu gia, ma Chfing till la cong ty phut vu khach hang." Dieu nay cho thay, trong thed dai ding nghe thong tin hien nay, marketing dien tir hay truyen thong deu huang tai ding met dei tucmg, do la khach hang. Tuy nhien, marketing dien tir khac vai marketing truyen then 6 hai diem chinh do la: mai truimg kinh doanh va phimng tign thirc hi?n. D6i vai moi tnremg kinh doanh, marketing dien tir tap trong vao cac hog &Ong marketing trong m8i tnr6ng Internet va Web. Den nay marketing dien tir CO the ma rang m8i truong ra cac mpg vien th6ng khac nhu mang thong tin di &Ong nh6 sv hei to cua cac mang vin thong. Ve phucmg tien thvc hien: marketing dien tir sir dung Internet va cac thik bi dien tir nhu may tinh, PDA, dien thoai di &Ong va cac thiet bi dien tir khac. Ban chat cila marketing dien tir khOng khac so vai marketing truyen thong, van nhAin thoa man nhu eau dm khach hang. Tuy nhien, khach hang trong th6i dai ding ngh' thOng tin se co nhimg dac diem khac vai khach hang truyen thong; h9 co thoi quen tiep can thong tin khac vai truyen thong, h9 danh gia cac lva ch9n ve hang He dich vv dva tren cac nguen thong tin mai, hanh deng mua hang khi th%rc hien qua mang ding khac so vai truyen thong. Ban chat marketing khong thay doi, van la met qua trinh trao doi thong tin va kinh te. Marketing dien tir van bao gem tir viec xac dinh nhu eau den lap cac ke hoach marketing h6n h9p dei vai san pham, dich vv, sau do tien hanh va kiem tra de thvc hien cac mvc dich cua t6 chirc va ca than. Tuy nhien, phuong thirc tien hanh marketing dien tir khac vai marketing truyen thong: Marketing truyen thong can rat nhieu cac phuang tien khac nhau nhu tap chi, t6 roi, thu, dien thoai, fax... khien cho sv phei 145 hop gift cac bo phan kho khan han, ton nhieu thari gian hail; con marketing dien tir th6ng qua cac mang vin thong, dac biet la Internet, va cac phuang lien dien tir c6 the lien hanh tat ca cac hoat dOng khac dm marketing nhu: nghien ciru thi truamg, quang cao, thu thap 3", kien phan h6i tir phia ngueri tieu dung, mua sam, san xuk, ban hang, dich vu sau mot cach nhanh chong, hieu qua voi chi phi thAp. 3.1.3. Zhu dilm cfia marketing difn a so yeti marketing truy'dn thong Tac dQ giao dich nhanh han, vi du quang cao qua email, phan ph6i cac san phAm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khach hang qua cac forum, netmeeting... Thai gian hogt demg lien tuc 24/7/365, to dOng hoa cac giao dich, vi du nhu mua sam ten Amazon.com , mua ye may bay qua mpg tai Priceline.com, dAu gia qua mang teen eBay.com,... Phgm vi hogt dfing toan cAu, cac rao can tham nhap thi tnremg co the bi ha thAp, kha nang tier, can thong tin thi tnramg cua cac doanh nghiep va ngtrai tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam co the tim hieu thi truang Chau Au, My, Nhat thong qua cac website thong tin thi trtrOng Da dgng hda san philm do khach hang c6 the tier) can nhieu san pham, dich vu ham ding thari nha cung cap ding CO kha nang ca biet hoa (customize) san phAm phi' hop voi cac nhu cAu khac nhau cua khach hang nha kha nang thu thap thong tin ve khach hang qua Internet a clang ham, vi du de mua may tinh, khach hang co the tham khao cac san phAm cua nhieu nha san xuAt khac nhau thong qua website ho, so sanh gia ca., thong s6 ky thuat... Tang cwang quan hg khdch hang nha kha nang tuang tac, chia se thong tin gifta doanh nghiep voi khach hang cao han, dich vu tot han, thad gian hoat dgng lien tuc 24/7 thong qua cac dich vu truc tuyen, cac website can clan, FAQs... Tlf dfing hoa cac giao dick thong qua cac phAn mem thuang mai dien tit (shopping cart), doanh nghiep co the phuc vu khach hang tot han voi chk lugng dich vu on dinh han. 146 3.1.4. Tcic citing ciia thirang mgi dien tir din hogt (ging marketing Nghien cuu thi tririmg: MOt mat thucmg mai dien tir hoan thien, nang cao hieu qua cat hoat dOng nghien cuu thi truang truyen th6ng, mot mat tao ra cac hoat dOng mai giirp nghien cuu thi tnrang hieu qua han. Cac hoat dOng nhu phong van theo nhom, phong van sau dugc flux hien true tuyen thong qua Internet; hoat dOng dieu tra Wang bang cau hoi dugc thuc hien qua ding cu ten nen web tien lgi, nhanh va chinh xac han. Hanh vi khach hang: Hanh vi khach hang trong thuang mai dien tir thay d6i nhieu so voi trong thuang mai truyen th6ng do d4c thir cua moi tnramg kinh doanh mai. Cac giai down xac dinh nhu cau, tim kiem thong tin, danh gia lua ch9n, hanh dOng mua va phan img sau khi mua hang deu c6 the bi tac d'6ng bed Internet va Web. Vi du: Mo hinh AIDA ten Amazon.com + Attention: Website phai thu but Ru chir y cua nguai xem (dep, an Wang, thAm my cao). + Interest: Website cung cap cac san phArn, dich vu, thong tin phir hop nhu cau khach hang muc lieu. + Desire: Website c6 cac bien phap )(ire lien de tao mong muOn mua hang nhu giam gia, qua tang. + Action: Form mk dep, tien 19i, an toan de khach hang thuc hien giao dich de clang. Phan doyn thi truiing va thi truing muc tieu: Cac tieu chi a 11:za chon thi tnramg muc tieu dua vao tu6i tac, giai tinh, gido due, thu nh4p, vimg dugc b6 sung them bOi cac tieu chi d4c biet khac cua Thuang mai dien tir nhu mire d6 sir dung Internet, thu dien tir, cac dich vu tren web... Vi du. Cac website game online va Cars online tap trung vao cac nhom khach hang khac nhau. Dinh vi san phim: Cac tieu chi de dinh vi san phAm ding thay doi tir gia re nhAt, chAt lugng cao nhAt, dich vu tot nhAt, phan ph6i nhanh nhAt dugc b6 sung them nhcmg tieu chi cira rieng thuang mai dien tir nhu nhieu san phAm nhAt (Amazon.com), dap img moi nhu cau cua ca nhan va doanh 147 nghiep (Dell.com), gia thap nhat va dich vu tot nhat (Charles Schwab, website: Sehwab.com)... Cac chitin hive marketing him hqp: Ben chinh sach san pharn, gia, phan phei, xuc tien va ho trg kinh doanh ding bi tac Ong cua thuang mai dien tir. Viec thiet ke san pham mai hieu qua han, nhanh han, nhieu y tuang mai han nher su phi hop va chia se thong tin gala nha san xuat, nha phan phei, nha cung cap va khach hang. Viec dinh gia cling chiu tac Ong dm thuang mai dien tir khi doanh nghiep tiep can dugc thi truOng town cau, Ong then dei thu canh tranh va khach hang cling tier, can dugc nguen thong tin toan eau doi hei chinh sach gia town cau va nOi dia can thay d6i de c6 su thong nhat va phiz h9p Oita cac thi tnremg. Viec phan phi dei von hang hoa hau hinh va vo hinh deu chiu su the deng cua thuang mai dien tir, dei von hang hoa hau hinh qua trinh nay dugc hoan thien han, nang cao hieu qua han; d6i von hang hoa vo hinh, qua trinh nay dugc thuc hien nhanh hat han so vai thuang mai truyen thong. Dac biet hoat dung xiic lien va ho trg kinh doanh c6 su tin bo vugt bac nha tac dung cua thuang mai dien tir vai cac hoat deng mai nhu quang cao tren website, quang cao bang e-mail, dien dan cho khach hang teen mang, dich vu ht; trg khach hang 24/7/365... 3.1.5. MO't so di'du kien can di eip dung marketing dien tit thanh cong Ben canh cac dieu kien chung ve ca so vat chat, ky thuat va phap ly, de dp dung marketing dien tir can c6 met se dieu kien rieng nhu: Thj truang: D6 IA nhan th*c cua khach hang &Si vai thuang mai dien tir va ty le nguai sir dung va chap than Internet. Doi von marketing dien tit (B2C), khach hang can co dieu kien tiep can Internet cling nhu thoi quen mua sam qua mang. Doi von marketing B2B, cac to chirc can nhan thirc duet tam quan trong cua chia se thong tin, phei hqp hoat Ong san xuat va kinh doanh de nang cao hieu qua, giam chi phi va tang cuong nang luc canh tranh. Doanh nghiep: Nhan thirc cua cac to chirc ve tam quan trong va nghia song con cua viec ling dung cong nghe thong tin trong kith doanh, danh gia dugc led ich cua dau to vao marketing dien dr ding nhu danh gia dugc cac nguy ca, hiem hoa neu khong tham gia marketing dien dr. 148 Su phtit trien cat, ale ling dyng marketing tren Internet: hAu het cac hoat dOng marketing deu c6 the ling dung nhang thanh ttru cua ding nghe • thong tin nhu. nghien ciru thi trueng, )(fie tien thuong mai; phat trien san pham mot quang cao; ph6i h9p giira cac ben cung cap, san xuat va phan ph6i. 3.2. irng dung marketing din tir trong doanh nghib 3.2.1. Nghien crru thi truemg qua mgng Trong nghien ciru thi truong truyen th6ng c6 ba phuang phap ca ban la: phong van nhom khach hang, phong van cac chuyen gia (Indepth Interview), va dieu tra bang bang cau hoi. Ca ba phucmg phap nay du co the sir dung mang de trien khai hieu qua va thuan tien han. 3.2.1.1. Phong Win nhOrn khcich hang (Focus group) Theo phuang phap nay, viec phOng van nhom khach hang dugc lien hanh qua mang Internet thong qua cac forum, chat room hoac netmeeting. Hinh thirc phong van nhom khach hang qua mang khac phuc dugc cac nhugc diem cua hinh thirc phOng van nhom khach hang kieu truyen th6ng (vi nhfing nguoi tham gia kh6ng con bi phu thuOc nguoi dieu khien; tranh dugc kha nAng g4'p true tiep m41 d6i mg do do tang str tu do dua ra 3", Hinh thirc ph6ng van nay con c6 mot s6 uu diem sau: + Thai gian lien hanh: linh hoat hon vi moi nguoi tham gia qua mang Internet. + Dia diem tien hanh: linh hoat, thuan tien, nguoi tham gia khong phai di chuyen den mot dia diem nhat dinh de phOng van nhu tnr6c day. + Th6ng tin thu thap dugc: nhieu han, do cac thanh vien tham gia co the suy nglif dOc lap khi phong van. Tuy nhien, hinh thirc nay cling co mot s6 han che. nhu: + Tinh chan thuc: MI6 theo d'Oi dugc tinh chan thtrc dm thong tin dugc dua ra trong phOng van do nguiYi phOng van va nguoi dugc phong van khong true de) doi mot. + Yeu cAu kyr thuat: can c6 nhtmg phan mem img dung chuyen dung de hO trg nhu hOi thao truc tuyen (video conferencing), dien dan (forum) hoac giao tiep qua mang (message chat, voice chat). 149 + Tien dO thuc hien phOng van: cham ham do khong c6 tac dOng va dieu khien true tiep cua ngueri phong van den cac thanh vien tham gia phong van. 3.2.1.2. PhOng van cac chuyen gia (Indepth Interview) Hinh thirc nghien ciru thi twang ca ban thin hai la phong van cac chuyen gia, hinh thirc nay cfmg ducc ap dung hieu qua han nher img dung cong nghe th8ng tin. Theo hinh thirc nay, cac chuyen gia dugc meri tham gia phong van qua mang. Nguai dugc phong van dua ra cac cau hoi qua mang cho cac chuyen gia va nhan dugc cac giai dap ciing qua mang. Han nita. cac chuyen gia c6 the tham khao y kien cua nhau de dua ra cac thong tin thiet thirc nhat. Hinh thirc nay c6 the dugc trien khai qua cac img dung nhu nhom thu dien to (e-mail group), chatroom hoac hop true tuyen (netmeeting). Vol cac 1mg dung qua mang, hinh thirc nghien ciru thi truerng nay c6 mot s6 uu diem nhu: + Tap trung dugc nhieu cau hoi to phong van vien va ngueri theo d'Oi. + CO the ket hop de phOng van dugc &Ong thoi nhieu chuyen gia. + Thong tin chi tiet do cac chuyen gia c6 thei gian suy nglif trong qua trinh phong van va dugc tham khao nhieu y kien cua cac chuyen gia lchac. 3.2.1.3. Dieu tra bang Bang cau h6i qua mang Day la hinh thim nghien cuu thi truemg de lay thOng tin dinh lugng quan trong nhat. Dieu tra bang bang cau hoi truyen th6ng thuong gap m6t s6 han the ve di lai, phan ph& bang cau hoi, nhap dit lieu. Ong dung dieu tra bang bang eau hOi qua mpg gop phan han the dugc cac nhugc diem nay. Cu the: + Viec giri bang cau hoi qua mang nhanh han, tiet kiem then gian. + Viec sir dung website thu thap du lieu giam chi phi nhap dir lieu truerc day. + Thong tin tra l07 chinh xac han do nguai dugc phong van to tra loci trirc tiep bang each dien vao bang cau h6i (questionnaire form) teen cac website. + Pham vi dieu tra rOng do ngueri dugc ph6ng van c6 the truy cap bang cau WA qua Internet. 150 Tuy nhien, cling nhu hai hinh thirc teen, viec diau tra bang bang cau heri qua mang cling có han the that dinh, da.'c Net la mix dO phan h6i thap nau khong có cac bien phap 118 trg, khuyan khich dOng vien ngu6i dugc phong van tham gia. Doanh nghiep co the trian khai mot s6 hinh thirc nghien ciru thi truing qua mang nhu sau: + Sir dung cac bang cau hoi tich hop vao cac trang web de thu thap thong tin. + Truc dap thu nhan y kien khach hang thOng qua cac mau phan h6i thong tin (feedback form) dat tren website cira doanh nghiep. + Thong qua cac phAn mem theo dai qua trinh khach hang duyet web cira doanh nghiep de tim hiau hanh vi cua khach hang trong giao dich. 3.2.2. Phdn Itch hank vi mua siim cfia khdch hang qua ming ThOng qua cac phAn mam chuyen dung tich hop teen website ban hang, doanh nghiep co the thu thap thong tin va phan tich hanh vi mua sArn cua khach hang, tir do tra 16i dugc cac cau heri nhu: Khach hang xem hang gi? Khach hang mua hang gi? Mat hang gi xem nhung khong mua? Nhimg mat hang gi dugc mua cling voi nhau? Quang cao nao dugc xem nhiau hcm? Quang cao nao dugc xem nhieu nhung kh8ng ban dugc hang? Mat hang nao it dugc xem, it dugc mua? Cac mat hang thay the? MIMI hang of) b6i rot khi có qua nhiau kra chon khong? CO san phArn nao khOng dugc xfic tien khOng? San phAin CO dugc mo to chi tit khong? Thong qua nhu ng cau tra 16i, doanh nghiep co the hoach dinh chitin lugc marketing chinh xac han. Nhang ling dung nay thuang dugc gAn trong cac phAn mam phan tich dir lieu (data mining). Viec phan tich qua trinh mua hang dm khach hang la van de dac Net 151 quan trong d6i voi marketing. Qua do, nguoi kinh doanh c6 the dua ra cac guy& Binh tac dOng hiau qua nhk den timg giai doan nh'am huOng khach hang mua san phAm, dich vu cua minh. Cu the: Giai do#n "xfic dinh nhu au ": Web va Internet c6 the truyan tai thong tin den khach hang mot cach hiau qua de tac dOng den nhu cau cua khach hang. Giai doan "tim kiem thong tin": khi khach hang c6 nhu du, can tim kiam thong tin va san pham, dich vu; Web va Internet co the nhanh chOng cung cap nhiau thong tin can thiat ve san phAm, dich vu cua nhiau nha cung cAp cho khach hang. Giai do#n "danh gia cac Iva chyn ": Web va Internet cong cung cAp nhiau ngu6n thong tin de khach hang tham khao, danh gia xem lua chon va san phAm, dich vu nao phii hop nhAt, co the dap img tot nhAt nhu cau cua minh. Giai do#n "hanh dOng mua ": thong qua Web vb. Internet nguai ban co the tin hanh nhiau hoat dOng khuyen mai a dAy nhanh hanh dOng mua hang dm khach hang. Giai do#n "phin ung sau khi mua ": thong qua Web va Internet cac dich vu ho trg khach hang ding dugc flan hanh hiau qua de tang cutmg quan he voi khach hang. 3.2.3. Phan dogn thi trwang trong marketing din tir MOi doanh nghiap thutmg khong du kha nang ve tai chinh, cong ngha cong nhu nang luc san xuAt de" dap img tat ca cac nhu cau tren thi trutmg. Ben canh do, luon c6 su canh tranh gift cac doanh nghiap trong cong mOt nganh hang. D6 dO, doanh nghiap thu?mg nham ten mOt ph&'n thi trtreng de dap img tot va hiau qua km. Trong nhang phan doan thi tn.rong, khach hang co nhang dac diem tucmg d6i gi6ng nhau nhu thu nhap, giOi tinh, trinh dO hoc van, thoi quen mua Day la diau kin de doanh nghiap co the ap dung cac chien lugc marketing tucmg d6i deng nhAt. Vic phan doan thi tnrikig giup doanh nghiap ch9n ducic doan thi truang phi' hop nhAt, co nhiau kha nang thanh cong nhat de tin hanh cac hoat dOng kinh doanh. 152 Trong marketing truyen th6ng, viec phan down thi twang thumg chra teen cac nhom tieu chi nhu: - Dia 1ST: thanh thi, nong thon, vimg mien khac nhau - Nhan khAu hoc: tu6i, gioi tinh, thu nhap, trinh dO hoc van, ton gido - Tam 1Si: ca tinh, dia vi xa hOi, phong each song - Hanh vi: thoi quen sinh hoat, mua sam, tieu dung.... Trong marketing dien tir, phan doan thi truing c6 the sir dung them tieu chi hanh vi khach hang de phan down thi truing, theo d6 c6 3 nhom khach hang chinh: . Ngtroi xem hang hem (viewers): d6i vai nh6m khach hang nay, website can that sv An Wong de thu but dugc nhimg khach hang nay, bAng tir ngit va hinh anh dac biet de to dL An. Nhang dL An nay se la bulk khoi &Au de khach hang dimg 10 ten website va tiep tuc xem san phAm, dich vu. Website ding can cung cap thong tin b6 sung ve cac san phAm dich vu ten website. Vi du nhu than xet cua khach hang, thong tin ve cong nghe, sire khoe lien quan den cac san phAm. Nhimg thong tin nay se gift chin khach hang loci nay 6. lai website lau hcm va c6 An twin sau hcm ve cong ty, khi do c6 kha nang se mua hoac ghi nha lai website de lAn sau quay lai. Ngtrai mua hang hem (shoppers): day la nhang khach hang da co dv dinh mua hang hoa va vao website de thvc hien hanh vi mua hang. D6i voi nhitng khach hang nay, website can dugc t6 chirc va thiet ke sao cho viec mua hang thuan tien nhAt. Gi6 mua hang chinh la cong cu de giup khach hang lam viec do. Nhang lgi the cua gi6 mua hang trong thucmg mai dien tir so \fed gi6 mua hang trong sieu thi truyen th6ng chinh la sv th6ng ke, goi to vAn, tinh town gia ca sao cho co 19i nhAt cho khach hang. Gio mua hang ding gulp luu tra th8ng tin ve khach hang de nhitng lan mua hang sau thuan tien hon. Amazon.com la mot vi du dien hinh ye gio mua hang thuan tien cho khach hang. Ngtriri tim hilu v'd hang hoa (seekers): Nhftng khach hang nay vao website va biet chinh xac san phAm h9 quan tam. Nhimg khach hang nay co dOng ca de mua hang nhung h9 con dang tim kiem them thong tin de ra quye't dinh D6i voi nhimg khach hang nay, website can c6 cong cu de so sanh cac san phAm, dich vu, than xet cua khach hang, ggi y, to vAn. 153 Du mo hinh phan down thi tnramg tren dugc sir dung tucmg doi ph6 bien, van con rat nhieu hanh vi cua khach hang chua dugc giai thich day dit. Theo mOt nghien ciru dm McKinsey & Company, dieu tra 50.000 nguai six dung Internet va da tach dugc thanh sau nhom voi cac dac diem khac nhau can cir vao hanh vi &la ho. Nhom 1, nhik ng ngwai thich sir tifn 10 (simplifier-convenience). Day la nhiing khach hang quan tam va bi thu but bOi nhang website c6 quy trinh kinh doanh don gian, thuan tien, nhanh va hieu qua hcm so vai cac quy trinh kinh doanh truyen th6ng. Nhom 2, nhirng ngu•Oi thick tim kiem thong tin (surfer). Nhimg khach hang nay thich duyet cac trang web a tim hieu thong tin, 3'7 Wong moi, va mua sam. Ho thich giai tri va danh nhieu then gian hcm cac nh6m con lai teen cac website. De thu hitt dugc nhom nay, website can co nhieu nOi dung hap dan, trinh bay dep va update thuamg xuyen. Nhom 3, nhirng ngwai thich m(ic ca (bargainer). Ho tim kiem nhi'mg san pham tat, va gia ca thap nhat. Mac dit chiem it hon 10% tong s6 khach hang dugc dieu tra, ho chiem 50% trong s'6 khach hang tham gia vao eBay. Ho thich viec duyet web a tim cac mirc gia thap nhat va san sang xem tat ca cac website lien quan de dat dugc ket qua nay. Nhom 4, nhti ng ngurri thick him (tang (connectors). Nhtsing khach hang nay thich quan he, giao tiep vai moi nguOi, tham gia cac chat room, thich giri va nhan tin nhan, thich sir dung cac website có card dien dr, email... Ho thuemg tre tu6i, thu nhap va kha nang chi tieu thap, thuong c6 muc dich tim hieu, tham gia cac hoat dOng tren web nhieu hon mua sam Nhom 5, nhirng khdch hang thwan xuyin (rountiners). Day IA nhirng khach hang sir dung web a thu thap thong tin, mua ban chimg khoan, thong tin thi tnrOng tai chinh... NM:mg nguai nay thich nhimg giao dien ma ho quen thuOc va thoai Nhom 6, nhfing ngwai thich thl thao, gidi tri (sporters). Tucmg to nhOm 5, nhtmg ho quan tam nhieu den the thao, giai tri ham nhilng thong tin ve tai chinh. Ho coi web la phucmg tien giai tri, do d6 cac website can phai dep, hap dAn va co tinh tucmg tac cao. 154 Kho khan d6i vai cac nha kinh doanh la xac dinh nhom khach hang nao se den tha'm website cua minh va tir do hoach dinh cac chinh sach de tao ra doanh thu tir nhung khach hang nay. Vi du, nhom khach hang thich su tien lgi va thich mac Ca co kha nang mua nhieu han va quan tam den nhang san pha'm cu the han. Nhirng nhom khach hang khac nhu thich tim kiem thong tin, khach hang thuang xuyen can dugc quang cao \Teri cac thong diep khac nhau. Co met s6 website sir dung phuong phap dm Dell, qua do khach hang se cung cap met s6 thong tin ve ban than va nhtIng moi quan tam dm ho, qua do website se to dOng dieu chinh de dua ra nhtIng san pharn, dich vu ma h9 c6 kha nang quan tam nhieu han. * Thi truirng muc tieu: la thi tnrOng tai do doanh nghiep CO kha nang thoa man nhu cau tot nhat. Doanh nghiep c6 nang luc canh tranh cao hon cac doanh nghiep khac tren thi tnremg nay, CO it d6i thit canh tranh tim tang, CO kha nang dap img cac muc tieu ve doanh s6, 19i nhuan, thi phan cua doanh nghiep. Thi truong muc tieu cila met s6 cong ty thuong mai dien tir co the gi6ng hoac khac khac veri thi truemg muc tieu cua cac ding ty truyen th6ng. McDonalds.com An chi tap trung vao thi trtremg mix tieu cua cong ty. Tuy nhien, Amazon.com tap trung vao thi tru?mg flute tieu hoan toan mai. Thi twang muc tieu cua Shwab.com lai la thi twang mu rOng ben canh thi truong khach hang giao dich chimg khoan truyen th6ng. 3.2.4. Ccic chiln luvc marketing dien ter him hQp (E-marketing mix) 3.2.4.1. Chinh sach gici trong marketing dien tit Cac chien lugc dinh gia truyen thong thuang can c* vao chi phi, gia cua d6i thit canh tranh, gia ten cac thi trtremg chinh, gia tai sa giao dich, kha nang thanh toan cua khach D6i vOi moi tnrang Internet, chinh sach gia cua cac cong ty chiu anh huong rat lon tir gia cua d6i thu canh tranh vi moi muc gia co the dugc cong b6 cong khai tren mang, khach hang c6 the tiep can nhieu ngu8n thong tin han de danh gia ye 19i ich va chi phi d6i voi cac quyet dinh mua hang dm hg. Han nira, tren Internet tai cac thi twang khac nhau, cong ty kho co the dinh cac mire gia khac nhau nhu tnrac day. Vi du, hang &mg h'ti Swatch (www.swatch.com) kho co the dinh gia khac nhau cho cac san pha'm dien tir 155 va d6ng h6 cua minh khac nhau tai cac thi tnrang khac nhau vi khach hang hoan toan c6 the tim dugc gia tai cac thi truong. D6i yen cac san pham s6 hoa nhu am nhac, phan mem, game, to van, dao tao truc tuyen... rat khO c6 dinh gia khac nhu mac dit khach hang mix tieu tai cac khu vuc thi twang khac nhau c6 mac thu nhap binh quan khac nhau. Khi doanh nghiep tiep can dugc thi tnrang toan cau, ding thai d6i thu canh tranh va khach hang ding tiep can dugc ngu6n thong tin toan eau doi hoi chinh sach gia toan cau va nei dia can thay d6i de c6 su dieing nhat va phit hgp gift cac thi truang. Ngoai ra, quan diem marketing tnrac day cho rang hang trieu nguai tieu dimg Bang huang ve trang web de tim ra mac gia re nhat, cac nha ban le truc tuyen trong nhieu linh vuc nhan thay rang ho khong the canh tranh gia dugc ncra. Boi nhieu nha san xuat ap dat mac gia t6i thieu cho cac san pham cua ho, va trong met vai tnrang hop thi cac nha ban le ban duai mire gia do 1:4 cat giam. 3.2.4.2. Chinh sach san pham trong marketing dien tir Trong marketing, san pham chinh la tap hop nhimg Igi ich ma nguoi ban cung cap cho nguari mua, bao gom ca y6u t6 htru hinh va vo hinh nhu danh tieng, thuan tien, dich va kem theo. San pham trong marketing dien tir dugc chia lam hai loci: tit* nhat g6m cac san pham hoan toan mai, chi dugc hinh thanh khi Internet phat then va thir hai g6m cac san pham truyen th6ng dugc them cac thuOc tinh mai tir Internet. Internet taco ra cac san pham hoan tam moi + San pham cot loi: nhu cau trao d6i thong tin thuan tien, re, nhanh, toan cAu (qua thu dien tir); nhu cau quang bao toan cau; nhu cAu dam phan, giao dich, trao d6i toan eau; thong tin hang ngay cap nhat; chia se cac tai nguyen s6 hod. + San pham hien thuc: nhang san pham mai hoan toan chi co sau khi ph6 cap internet vi thu dien tir, website, catalogue dien tir, bao dien forum, chat, video chat, tr6 choi dien to tren mang, dien dan de chia se phan mem, cac mo hinh kinh doanh dien tir. 156 + San phAm b6 sung: Dich vu sau ban hang, cac dich vu ding cua nha nuoc; thu thue tren mang; dao tao tren mang; dich vu ngan hang dien tir. Internet hif tra chinh sach san phdm truyen thong + Phat trien san phAm mai: Sir dung Internet va Web de thu thap y kien khach hang ve cac san phAm mai. Vi du www.volkswagen.com khi dua ra san phAm xe Beetle cai tien (1998) da tin hanh dieu tray kien khach hang 18 thang qua website va san phAm mai thuc sy thanh ding. + Sir dung Internet vao phat trien san phAm may mac: lien ket gifra nha thiet ke, nha cung cap nguyen lieu, nha may san xudt, cong ty phan ph6i va khach hang thong qua internet de san xudt hieu qua hon. + Xay dung va phat trien thucmg hieu tren Internet: quang ba, gioi thieu, ding c6 quan he, t4o dung su tin Wang cua khach hang. 3.2.4.3. Chinh sach phan phdi trong marketing dien tit D6i vai hang hoa s6 hod dugc, viec phan ph6i co the thyc hien hoan hao qua mang. MOt s6 san phArn c6 the dugc giri true tiep cho khach hang qua mang nhu: gixi true tier) qua mang: phan mem, am nhac, game. MOt s6 san phArn lai CO the dugc phan ph6i bang each cho khach hang ty tai ve tir tren mang (download) nhu: phan mem, am nhac, game... MOt s6 san phdm dugc phan ph6i thong qua cac dai ly a gars khach hang; khi do dai 4/ se in san phAm len dia CD/DVD roi giri tai khach hang (hinh thirc nay khAc phuc dugc cac nhugc diem nhu thong tin s6 hoa CO khi luting 16 .n, tiled gian tai ve law, khi chi phi giri dia CD cao, thei gian giri dia CD dai...). D6i vai hang hod hir'u hinh, viec phan ph6i van co the sir dung Internet va web 1111 trg de nang cao hieu qua thong qua thiet lap ca the phoi hop hieu qua gift cac ben trong he th6ng phan ph6i; kiem soat hang hoa trong qua trinh phan ph6i (FedEx, DHL...); ma rang kenh phan ph6i den cac vimg dia Vi mai (website thay cho cac phong trung bay truyen th6ng). MOt diem quan trong khi xem xet chinh sach phan ph6i trong marketing dien tir la vai tro cua cac trung gian trong he th6ng phan ph6i. Vi do, viec phat hanh san phAm am nhac co the thuc hien theo 2 kenh khac nhau: Trong phuang thirc giao dich truyen th6ng, khach hang thuang mua bang dia nhac tai cac cua hang ban le hoac cua hang chuyen doanh am nhac. 157 Trinh to phan ph6i truyen th6ng: Ca ban nhac 4 Hang phat hanh 4 Dai ly ban buon 4 Cita hang ban le Ngueri mua. D6i vat phan ph6i qua Internet, quy trinh nay da có nhcmg thay deL i nhat dinh ya nguai to thay co sr them, bat va tai lap cdc trung gian trong kenh phan phoi. Nhu vay, khi phan ph6i qua Internet khong con da hang bdn le trong kenh phan ph6i (hien tucmg loci be, hay bat trung gian), thay vao do la cfra hang do tren mang (hien tucmg tai lap trung gian duoi clang thirc mai) va xuat hien them Catalgue MP3 nhu la mot trung gian bat buOc trong kenh phan ph6i chit khong chi don thuan la mot cong cu thuan tuST (hien tucmg them trung gian). Ngodi ra, trong m8 hinh phan ph6i mat nay, quyen lua chon cua khach hang da duqc ma rOng clang ke. Khdch hang có the tai tir trang chit dm ban nhac hoac cua dm hang do hoac tir catalgue MP3 met s6 bai hdt cila ban nhac ma minh ua thich duai d?ng tep dir lieu MP3 a nghe thir, sau do có the dat mua bang dra nhac do qua catalogue MP3, hoac tit dm hang do, hoac tai trang chit cua dai ly ban buOn hoac tit trang chit dm hang phat hanh. Viec them, bat hay tai lap cac trung gian phan ph6i mai chi mang tinh chat tucmg d6i va mo hinh the kenh phan ph6i se khOng giSng nhau d6i vat cac san pham, nganh nghe vi con pity thuOc vao thoi quen mua hang va vao tucmg quan luc lucmg san xuat va phan ph6i cita mat hang cu the do. 3.2.4.4. Chinh sach xac tien thuang mai trong marketing dien to xfic tien thuong mai trong thuong mai dien tir la cach thirc dung cac phucmg tien dien tit a giai thieu, mai chao, cung cap th8ng tin ye san pham hang hod hoac dich vu can nha san xuat an nguei tieu dUng va thuyet phyc h9 ch9n no. Thong qua cac ding cu cua thuang mai dien tir nhu thu dien cac Website... doanh nghiep den hanh giai thieu, pang cdo ve san pham ding nhu uy tin, danh tieng cua doanh nghiep, dac biet la xay ch img hinh anh doanh nghiep cho nhcmg ngtreti thuang xuyen truy cap Internet va trao d6i thu tir dien tir. X& lien thucmg mai trong thuong mai dien tir thuc chat la each thirc cac doanh nghiep van dung cac kha nang dm Internet nham myc dich cu6i cung la phan ph6i duqc san pham hAng hod hay dich vy an thi twang tieu thy. Vic tien thuang mai trong marketing dien tir con lien quan tai viec xay dung, quang bd thuong hieu cho website cua doanh nghiep. Hau het cac 158 cong ty sir dung quang cao truc tuyen deu da sir dung cac cong cu quang cao truyen th8ng. De quang cao hi6u qua nen s* dung phi hop cac hinh thirc vm nhau. Vi du, trong cac quang cao tren bao, tap chi... nen dua dia chi website cua doanh nghiep vao do. Quang cao clang banner la mOt trong cac hinh thirc quang cao dien tir ph8 bien hien nay. Ngoai ra con c6 nhieu hinh thirc quang cao khac nhu pop-up, thu dien Duoi day la mOt s6 hinh thirc quang ba doanh nghi6p ding nhu san pham cua minh trong m8i truang mang: Banner Ads: la 0 quang cao hinh chit nhat dugc dal tren cac trang web, CO dung tinh hoac dOng, lien ket den mOt trang web china cac nOi dung thong tin dm quang cao. Khi nguai xem nhap chuOt vao o quang cao, trang web quang cao se dugc ma ra de nguai xem theo d'Oi cac thong tin quang cao trong do. Cac quang cao nay oft the dap img mix tieu cung cap thong tin hoac thuyet phuc khach hang mua sanpharn, dich vu. Nhitng banner quang cao ban dau dugc thiet Ice duOi clang anh GIF va dugc tai ve ding trang web va gift nguyen trang thai cho den khi nguai xem chuyan sang trang khac. Hi6'n nay, cac banner dugc thi& ka tinh to hcm, c6 the to thay ai trong khi trang web Van girt nguyen nham thu hitt su chit dm nguai xem bang nhimg hinh anh dOng. Pop-up: day la dung quang cao dugc the hien duai clang mOt cira s6 khi nguai sir dung ma mOt trang web nao do. Cira s8 nay khong co cac nOi dung va hinh thirc giong mOt trang web thong thuang ma chi chira duy nhat not dung quang cao. Cach duy that de thoat khoi cira s8 pop-up nay IA kich vao nut dong cira so nay a g6c ten, ben phai. Nhieu nguai sir dung rat khong thich kieu quang cao nay. Dac bit la khi cac cira so pop-up lien tuc xuat hi6n khi dong mOt trang web nao dO. Neu nguai sir dung khong thao tac nhanh, cac pop-up hi6n ra lien tuc co the dAn den treo may tinh MOt dung quang cao, it gay bye minh hcm cho nguai s* dung la pop-up behinds, tuc IA cira so quang cao dugc hien ra nhtmg nam a phia sau trang web ma nguai sir dung me. Nguai s* dung c6 the nhin thay cira s8 nay khi dOng trang web lien quan den pop-up. Theo nghien ciru cita hang to van phucmg tin tuong tac Anh nam 2004, quang cao dung pop-up khong chi gay buc minh d6i vai nguai dung ma con tao ra su thieu thin cam cita nguai ding doi voi ding ty clang quang cao. Bat chap kat qua nghien cua tren, nhi6u 159 doanh nghiep van tip tuc sir dung quang cao dung pop-up d6 thu hitt su chit 3", cua nguoi sir dung. Quang cao qua email: la each sir dung thu dien tir giri true tip den nhung khach hang tiem nang. Phuang phap nay n6u lam dung se tra thanh hinh thirc giri thu rac (spam). tranh bi coi la thu rac, truac khi giri nOi dung quang cao, ngu6i giri can co bien phap d6 bi6t dugc ngu6i nhan co d6ng y nhan cac thu quang cao nay hay khong. Quang cao qua cac cong cu tim kiam (search engine): la each dung ky tren cac dog cu tim kiem a nguoi sir dung khi tim ki6m cac nOi dung lien quan thi nOi dung quang can se xuAt hien. Bang kJ', vdo cac cling thong tin I/twang mgi dien ter: la each dung ky vao ca sa du lieu thanh vien trong cac cong thong tin dien tir. Kin khach hang tim nang tim ki6m tren ca sa dit lieu nay v6 cac nOi dung lien quan, kha nang tim thy cong ty se cao han so vOi viec dung kS, ten cac cong cu tim ki6m ph6 thong. Ngoai ra doanh nghiep co th6 sir dung them hai hinh thirc sau quang ba website cua minh: Quang cao Ian Ma (viral marketing): la hinh thirc giri kern theo th8ng diep quang cao nhang thong tin hAp dun d6i voi khach hang nhu bun thiep dien tir (e-card) hay phAn mem mien phi... d6 to dOng luc cho khach hang giri tip nhimg thOng diep nay cho doanh nghiep be, nguoi quen cira minh. Nhu vay, chinh nguoi nhan se la nguiyi tip Ate phut tan cac quang cao cua cong ty di rOng hai. Sr Hen true tuyin: la hinh thirc t6 chirc cac su kien nhu cuOc thi, d6 vui, ph6ng van true tuy6n tren website cua doanh nghiep d6 thu but nhi6u nguiyi tham gia va bi6t den website. Quang bei website doanh nghiep qua thu dien tir: day cong la mOt hinh thirc sir dung ph6 bin ma cac doanh nghiep thuang mai dien tir Bang lam de giai thieu doanh nghiep cua minh tai nguoi tieu dimg va doi tac. + Lru di6m: Ve nOi dung, thu dien tir co the truyen tai thong diep yeti nhieu clang thong tin nhu van ban, hinh anh, am thanh... dtn khach hang mot each nhanh chong va chi phi thldp. Han nua, viec t6 chirc giri thu dien tir c6 th6 dugc to dOng hoa nho cac phAn mem chuyen dung. Diing that sir dung 160 thu dien tir co the ca biet hoa nig dung thong diep quang cao va chao hang nlam dung vao cac doan thi tru6ng khac nhau, tharn chi den timg ca nhan. Ve hinh thirc, thu dien tir CO the dugc trinh bay dep, thu hit si; chu y cua khach hang. Thu dien tir Bang tra thanh mOt phan khong the thieu trong viec tao lap va duy tri m6i quan he vai khach hang. Thu dien tit la cong cg him hieu, ben canh cac phucmg tien truyen thOng khac, trong viec tang cubing hoat dOng xfic tien vahii trg kinh doanh. + Nhugc diem: Khach hang ngay tang bao hoa vai email quang cao. S6 lucmg thu dien tit dugc giri di vori muc dich quang cao ngay cang nhieu, trung binh 80% thu dien tir khach hang nhan hang ngay co muc dich quang cao trvc tiep hoac gian tier). Dieu nay khong chi giam hieu qua marketing ma dm anh hikmg den uy tin, hinh anh cua doanh nghiep khi girl thu quang cao ma khong co six d6ng y cua ngueri nhan. De khac phut nhugc diem, co the lua chgn hinh thirc giri thu dien to opt-out, theo do, ngubi nhan c6 the thong bao cho ngu6i gin de tir ch6i khong nhan th6ng diep quang cao tier, theo. Qua day thay rang c6 rat nhieu hinh thirc quang ba gioi thieu san pham va doanh nghiep. Tuy nhien hieu qua chAt luting quang cao trong moi trung mpg van con la slr hoai nghi cua doanh nghiep. Quang cao ten mang co nhieu hinh thirc da clang va hap din, tir cac banner dat tren cac website lan an cac thu dien to girl trvc tiep. Theo th6ng ke, muc do thanh ding can marketing dien tir dugc the hien (Iva ten hieu qua tac dOng den cac giai down mua hang cila khach hang. Tit khi khach hang nhan biet nhu eau th8ng qua giai clop quang cao den khi khach hang ra quy6t dinh mua, ty le nay vao khoang 1 phan nghin. Ty le khach hang tier) tvc quay lai mua hang tir cac quang cao ten mpg tucmg d6i thap, do do nguai ban can trien khai nhieu bien phap hoac nhieu dcd quang ba, xuc tien de tang kha nang thanh cong. 3.3. trng dyng marketing din tir trong hoat dOng xuAt nh4p khiu 3.3.1. Khai iliac hf thiing cac Trade Points tren Internet di qudng cao Trade Point hay "Tam diem thucmg mai' la mOt sang kien cua t6 chirc Thucmg mai va Phat trien dm Lien Hop Qu6c (UNCTAD), nam trong 161 chucmg trinh Hieu qua thucmg mai (Trade Efficiency) va Thuan lqi hoa thuang mai (Trade Facilitation), sir dung nhiing tien be ve ding nghe thong tin trong hoat Ong thuang mai not chung va thucmg mai qu6c to not rieng. Met trong nhirng muc dich ca ban dm Trade Point la cung cap met website lam trung tam tai do c6 tat ca cac thong tin phut vu hog gong kinh doanh nhu thong tin ve thi trtramg, hang hoa, dich vu, van tai, bao hiem, moi giai, cac quan he von ca quan quan ly nha nu6c nhu hai quan, thue... Hcm nua website nay ket n6i tai cac tam diem thucmg mai khac a ma reng mang ltroi thong tin ten town du. Thong qua tam diem thucmg mai, cac ca quan, t6 chirc lien quan de doanh nghiep, ca nhan chi can flap can met dia diem (met cira) de c6 dugc thOng tin thuang mai town cAu. Chuang trinh Trade point c6 ba chirc nang chinh: - Cung cap cac dich vu kinh doanh, thuang mai. - Cung cap cac dich vu thong tin thi truamg, tim kiem doanh nghiep hang. - Ke not cac doanh nghiep von nhau. Doanh nghiep c6 the sir dung Trade point de Ten hanh cac hog dung truck giao dich (pre-transaction) nhu lien lac, tim kiem doanh nghiep hang, thi truang. Sau do, neu thuan lai cac doanh nghiep c6 the tien tai dam phan, ky ket va thkrc hien hap d6ng. Tam diem thuang mai dAu tien ten the gioi ducfc thanh lap nam 1992 von su tham gia dm 171 mr6c. Hien nay c6 khoang 152 trade point tai 92 nu& teen the giOi va con s6 nay dang tiep tuc tang nhanh. * Khai that cac "ca hai kinh doanh dien tic" tren Internet Ca hei kinh doanh dien tir hay ETO (Electronic Trade Opportunity) la met dich vu dugc nhieu doanh nghiep quan tam khi trien khai marketing dien tu. Nh6 dich vu nay, cac doanh nghiep co the tim kiem nguoi mua hang, nguad ban hang hay phat hien ra nhu cAu thi truamg. Dich vu ETO duqc cung cap tren cac tam diem thucmg mai, san giao dich thuang mai dien tir hoc cac c6ng thuang mai dien tir. ETO cho phep cac doanh nghiep tham gia giri cac don chao hang, WM hang len met dia diem tren website va mai doanh nghiep tren khap the giai deu c6 the tiep can dug:cc thong qua Internet. 162 ETO la mOt hoat dOng kha tieu Neu cua hAu het cac tam diem thuong mai (Trade point). Day thIrc chat la mOt irng citing cua thuong mai truyen th6ng ten Internet khi dua cac yeu cAu chao mua va chao ban len mang. Trong thuong mai truyen th6ng, khi cac doanh nghiep mu6n chao ban (offer) hay chao mua (inquiry) thi phai thvc hien teen cac pliucmg tien .truyen thong nhu tivi, dai, bao, tap chi, fax, dien thoai hoac hOi chg, trien lam. Cac phucrng tien tren hien nay van con hieu qua, nhung Internet phat trien tao ra mOt phucmg tien mori, mOt cong cu mai cho phep hAu het doanh nghiep co the tham gia voi chi phi re hon, nhanh hon va hieu qua lOn hon. 3.3.2. Khai thdc cac san giao djch thurrng mgi dien ter B2B San giao dich dien tir (Electronic marketplace) la MOt website, tai do nguari mua va nguad ban gap nhau, trao d6i va giao dich. Trong giai. doan nay, co the thay cac e-market place chua dugc phat trien rOng de dugc hieu la thi twang dien tir vai day du cac y nghia cua thi tnrong, nhung nghia la mOt dia diem a cac nhu cAu có the dugc dap img, chg dien tir có nhitng uu the to lan hon nhieu so Vai chg truyen thting. Doanh nghiep có the sir dung e-market place de tien hanh: - Gioi thieu, quang bd san phAm dich vu vi day la dia diem tap trung de nguari mua va ban ten lc* the giai gap nhau - Tien hanh cac giao dich dien tir teen cac e-marketplace, do e- marketplace tap trung dugc nhieu quan he gifra ca nhan, to chirc va chinh phu va co kha nang dAu to de cung cap cac giai phap bao mat, thanh town hO trg cho cac giao dich dien tir cua doanh nghiep. Danh sach mOt s6 e-market place (c6ng B2B) có the tham khao ten Yahoo hoac Google tai cac B2B hay Business Directory. 3.3.3. Tim hieu thOng tin thi trw&ng qua So giao djch hang hod tren Internet Sa giao dich hang hod la mOt trong nhung t6 chirc giao dich mua ban hang hod c6 truytn nhAt trong thuong mai voi nhieu ten goi: commodity exchange, commodity market, corn exchange... Day la noi nguOi to tien 163 hanh cac giao dich mua va ban hang hod vai kh6i lugng lan, nhang loaf hang hod c6 pham cap re rang nhu kim loai, ngu c6c, ca phe, cao su... Viec mua ban a day tien hanh theo nhirrig quy the chat the thong qua nhirng ngued moi giai do se( giao dich hang hod chi dinh. Sa giao dich hang hoa the hien tap trung quan he cung cau ve mot s6 mat hang trong tong th6i gian nhat dinh. Gia ca tai cac so giao dich hang hod dugc cac doanh nghiep coi la tai lieu tham khao ve gia ca hang hoa tren thi truer/1g the giOi. Nguyen nhan ca ban la s6 lugng hang hod dugc giao dich tren cac thi truang nay thuemg rat 16.n. Tref ngai lan nhat d6i vai cac doanh nghiep khi mu6n tan dung ngu6n th6ng tin nay la khoang cach, th6i gian va chi phi. Wri six phat trien cila Internet, cac se( giao dich hang hoa dugc Ung dung ding nghe thong tin va Internet da thuc su traf nen de tiep can hon d6i vai cac doanh nghiep teen khap the giai. Cdc doanh nghiep lan nho, o moi noi, moi luc deu c6 the tie', can cac ser giao dich hang hod a khai thac, theo dOi cac thong tin thi tnreing, gia ca, khi lugng giao dich, xu huorng va kha nang bien dOng. Han nib., cac thong tin dugc cap nhat thuemg xuyen 24 gia trong yang 7 ngay, chi tiet hon, day dir hon. KhOng chi khai thac, theo clOi thong tin, quan trong hon cac doanh nghiep c6 kha nang tham gia thuc hien cac giao dich th6ng qua Internet nhanh hon, hieu qua hon cac phucmg phap truyen th6ng. Doanh nghiep c6 the tham khao cac thong tin thi truemg tai cac website cua nhitng se( giao dich hang hoa lOn tren the gfai nhu: - SO giao dich hang hod Chicago: - SO giao dich hang hod Chau Au: - Ser giao dich hang hod Tokyo: www.tocom.or.ip - SO giao dich hang hod New York: www.nymex.com 3.3.4. Tim kiam thj trireng vii et& tae tren Internet MOt muc tieu cua cac to chirc hien nay la lam sao ang dung dog nghe thong tin de khuyech trucmg va ban dugc san pham. Lam the nao de khuyech twang website cua cong ty ten mang Internet? Dua ten website 164 vao cac ding cu tim kitm, Tang ky vao cac trade point, cac e-marketplace, cac danh ba doanh nghiep, trang yang, trang tang dien tir dt giai thieu san pham dich vu cira minh, giai thieu tren cac trang web vt hOi cho, trit'n lam la mOt s6 cac bien phap co ban, hieu qua, nhanh va tit kiem chi phi a dg muc tieu nay. Muc tieu tip theo la lam sao c6 the tim nguoi mua hoac cung cap thOng qua Internet tai cac thi truing cu the theo khu visc dia 1S, hoac theo cac nganh hang, mat hang ma doanh nghiep quan tam. Truac day, hang nam mOt s6 qu6c gia co xuat ban Danh ba cac cong ty xuat nhap khAu, tuy nhien cac doanh nghiep vira va nhe c6 the tiep can va sir dung con nhieu han cht. Ngay nay, Internet va Web da gip plan giai guy& van dt nay mOt cach hieu qua thong qua cac danh ba tren web. Co ba loai danh ba kinh doanh ten web, loai mOt china danh num cac danh ba kinh doanh ten tht giai, loai hai la cac danh ba kinh doanh town cAu hay qu6c to va loai ba la danh ba kinh doanh cua trang nuac. Vi du: Loai 1: Danh ba cua Trung tam thuarig mai tht giai: Tai day c6 danh ba cac ding ty va cho phep dang ky cac Ca hOi kinh doanh, duac chia theo ca nganh hang va khu vue dia 15r, ding th6i c6 nhiing lien ktt den cac danh ba khac. Lo#i 2: Danh ba cac doanh nghiep Chau Au, cung cap thong tin ciia han 500.000 cong ty tai 36 nuac, dia chi: www.europages.com. Danh ba c6 le la mOt trong cac Ca sar dt1 lieu km nhat ve cac ding ty la Kompass International Database, cung cap thong tin vt khoang 1,5 trieu ding ty tren 60 nuac va 23 trieu san pham, phan chia theo khu vuc dia ly va mat hang. Dia chi: www.kompass.com. WLW online, dia chi , gkri thieu 240.000 cong ty cung img co tim nang tai 10 nuac. World Trade Association, dia chi g6m 300 thanh vien ar 180 nuac, cung cap danh ba g6m 140.000 nha xuat nhAp khau va cac doanh nghiep lien quan. Loai 3: Danh ba cac doanh nghiep cua cac nuac cu tht, vi du danh ba cac ding ty cua Nhat Hoa KS/ : ,... 165 3.3.5. He thjng thong tin xfic tan thtrang mai tren Internet Hoat dOng ho trg thuong mai, )(tic tin thucmg mai, phat trien thucmg mai la mot cong viec ma cac to chuc qu6c te, cac qu6c gia, cac phong thucmg mai va doanh nghiep, hiep hOi nganh nghe.... dA va dang lien hanh tir nhieu nam nay. Cac dich vu chinh c6 the bao g6m: - Th6ng ke ve hoat dOng san xuat, ngoai thucmg cua cac nuac - Thong tin ve cac quy dinh thucmg mai qu6c te cua cac nu6c, cac khu vvc - Thong tin ve cac quy tac y te, an town, chat lugng lien quan den ngoai thucmg - Thong tin ve dau thau - Thong tin ve danh muc cac nha xuat khau, nha nhAp khau, cac t6 chirc lien quan den thucmg mai - Cung cap cac tai lieu gied thieu ye kinh to va thuong mai cac nuac, huemg clan kinh doanh ved tong thi truing cu the - Thong tin ve gia Ca hang hoa - Thong tin hO trg thiet lAp quan he doanh nghiep hang, trg gifip cac ding ty nuac ngoai tiep can vai doanh nghiep trong nuac - Thong tin ve cac hOi chg, trien ram qu6c te, sv kien kinh to tren the giai - Gied thieu cac chao hang, hed hang, cac ca hOi kinh doanh - Thong tin ve van tai hang hoa - Thong tin ve cac ky thuAt marketing qu6c te, tap quan thucmg mai qu6c te' - Huang can ky thuAt nghiep vu ngoai thucmg - Cac van de ve phap 1Sr, trong tai lien quan den thucmg mai qu6c to Khong phai tai mgi t6 chirc xuc lien thuong mai, doanh nghiep deu c6 the tim dugc cac thong tin teen, tuy nhien qua nhieu t6 chirc doanh nghiep c6 the tong hgp dugc nhUng thOng tin thi tnrong minh quan tam. Cac to chirc xuc tin thucmg mai cfmg thuong c6 sv lien he vai nhau de doanh nghiep c6 the tim kiem thong tin day du va a clang hcm thong qua cac lien ket teen cac website ved nhau. 166 3.3.6. Ccic website thOng tin xfic lien thwong mai dian hinh * Website cua cac to chitc xac tien thuang mai caa Chinh pha Hau het cac chinh phu deu co hoat dOng ho trg thucmg mai. Vi du, tai My, c6 the tim hi6u tai website cua BO Thucmg mai My: www.usatrade.gov hoac ; BO Ming nghiep ; Hiep hoi cac nha xuAt nhap khau My (AAEI) . Tai Singapore, c6 the tham khao cac thong tin h6" trq thuong mai tai BO ding nghiep va thuong mai Singapore: ; Website cua HOi d6ng phat trien thucmg mai Singapore: . Tai Nhat ban, T6 chirc xuc tien ngoai thucmg cua Nhat (JETRO): www.jetro.go.ip cung cap cac thOng tin x6c tin thuong mai qu6c * Website caa Lien doan cac td chic thumg mai quic ti (Federation of International Trade Associations) tai website Tai day c6 thong tin v6' tAt ca cac website xuc lien thucmg mai dm tAt ca cac nuac, khu vuc va ducic phan chia theo tong nganh hang. * Website caa cac Phdng thuong mai tren thi giot Cac phong thucmg mai ten the gioi la ngi huang dan cac doanh nghiep, nhAt la doanh nghiep xuAt nhap khau, cung cap cac thong tin ding nhu cac huong clan de doanh nghiep tham gia thi truang, phat hien, tip can khach hang, cung cap cac thong tin, huang dan, WO' trg de doanh nghiep tham gia hOi chg, trien Co the tham khao website cua mot s6 phong thucmg mai die'n hinh nhu: - Phong thucmg mai qu6c t6 tai Paris: ; - Phong thucmg mai My tai New York: ; - Phong thucmg mai qu6c t6 Singapore: - Phong thucmg mai va ding nghiep Nhat ban: * He thing cac td char khuyin khich nhap khdu mot s6 nuac phat trien co chucmg trinh xuc tien nhap khAu tir cac nuac dang phat trien. Vi du nhu: Thvy Sy co chucmg trinh khuyen khich nhap khau SIPPO, dia chi tai Dan Mach co Van phong Phat trien nhap khau tir cac nu6c dang phat trien DIPO, dia chi tai: 167 * Cac to auk h6r trq doanh nghiep vita va nh6 tren the gieri He thting cac to chirc nay &lac phat tri6n de hO trg cac doanh nghiep vira va nho nghien cut thi truang, tham nhap thi truang, phat then san xuAt va xuAt khAu. Hiep hOi cac doanh nghiep vira va nhe• TG WASME, * Ccic hiep h6i nganh nghe To chirc cac Hiep hOi nganh nghe hoat dOng tren the giai tir nhieu nam nay, tai day cac doanh nghiep lien ket vbi nhau theo nganh nghe, hap tac ho tra nhau trong viec tim Iciem thong tin, ma rOng, bao ve thi truang va bao ve 19i ich cua cac thanh vien. Day la hinh thirc kha ph6 bien cua cac nuac, khong CO nu& nao khong co cac hiep hOi nganh nghe. Vori sir phat tri6n cua Internet va nhang lai ich khong the phii nhan duac ciia no, nhieu Hiep hOi nganh nghe da phat trien cac website rieng cua minh de hoat dQng hieu qua han. Cac doanh nghiep co the lien he trirc tiep vai cac hiep hOi nganh nghe de tim hieu khach hang cua minh. Lien doan nhang nguai cung cap 6 nOi thAt www.holzhandel.de . * Cac to char qu6c to va khu vtrc + Kh6i mau dich to do Bic My: ; + Hiep hOi cong nghiep va thuang mai Carribe: + Hiep hOi cac nuoc Dong Nam A: + UST ban kinh to xa hOi Chau A - Thai Binh Ducmg: + US, ban kinh to xa" hOi Chau Au: + Khu vac thi Trung Dong va Nam Phi: + Cac to chirc qu6c to khac nhu: FAO, WTO, IMF, WB... 3.3.7. ItIPt so van ate can Iwuf, khi ung dung marketing din tti. * Dieu kien d cfra hang B2C thanh ding Co nhieu dieu kien de mot cira hang thuang mai dien tir ban le (B2C) thanh cong, tuy nhien, cac dieu kien ca ban thuang la: Thuang hieu mph: Dell, Sony, eBay, Cisco 168 Uy tin ducic dam bao: Ford, Charles Shwab, Amazon Kha nang s6 hoa: phAn mem, am nhac, phim Gia cao: thiet bi dien dr, van phong Tieu chulin sach, CDs, ye may bay Hang dong gei: hoa, qua tang * Ccic tieu chi danh gia mot gian hang B2C Khi xay dImg mot gian hang thucmg mai dien tir, doanh nghiep co nhieu tieu chi de danh gia, tuy nhien, mo hinh 7C ducc coi la mei hinh danh gia kha town dien cac yeu t6 co ban dm mot gian hang thucmg mai dien NOi dung (Content) Hinh thirc (Context) Lien ket (Connection) Khach hang (Community) Giao dich (Commerce) An town trong giao dich (Communication) Ca biet him (Customization) * Nguyen nhan thcit bat ciia cac haat clOng marketing dien tit Co the thy trong marketing dien tir co nhieu ding ty thanh cong nhimg cling khong it ding ty thdt bai. Nhang thAt bai nay do met s6 nguyen nhan kha dien hinh, cu the: Coi nhe muc tieu loci nhudn Coi nhe dich vu khach hang Chi phi xay dung thucmg hieu qua lan Khong du von de duy tri den th6i diem h6a von Website khong hieu qua, khong hdp dan 3.3.8. NMI ng Itru y khi v(in dung marketing din tic trong xuat nhetp khau Hoat dOng E-Marketing tai Viet Nam hien nay moli chi b mix de E- marketing trong giai loan website giao dich, tirc la cac doanh nghiep Viet 169 Nam mai chi sir dung website va cac phucmg lien dien tir khac chit yeu nharn mitt dich flan hanh quang ba thucmg hieu va san phArn, cung cap thong tin ve san ph :Am dich vu cho khach hang, phAn lan la loai hinh quang cao trvc tuyen nhung dich vu nay ding khong dem Lai hieu qua kha quan. Theo mOt chuyen gia ve quang cao truc tuyen tai Viet Nam, ding doanh thu tir quang cao tivc tuyen tai Viet Nam moi chi dat khoang 15 den 20 tS, dtmg mOi nam, trong do VnExpress chiem tai 60% [121 . Cling von xu the hOi nhap, nha nuoc to dang timg buac hoan thien co so ha tang cong nghe, phap 1Sr de tao dieu kien tot nhAt cho cac doanh nghiep do the hOi nhap vOi xu the phat tien cita the gioi va cling von no luc cita nha nuac, ban than cac doanh nghiep ding dang timg buac thay dOi nhan thirc cho phit hop von xu the man. Viec ap dung thuong mai dien tir not chung va hoat dOng Marketing dien tir not rieng chinh la mOt no luc dien hinh cua nha nuoc va cac doanh nghiep Viet Nam trong qua trinh hOi nhap nen kinh to the gioi. Theo mOt nghien ciru cua cac doanh nghiep xuAt nhap khAu ve e- marketing, ten 35 doanh nghiep xuAt nhap khau: phAn lan cac doanh nghiep tham gia vao nghien ciru la doanh nghiep vira va nho (70% doanh nghiep có s6 nhan vien duoi 100 nguari), nhung tham gia vao linh vut xuAt nhap khAu da lau. GAn 30 % doanh nghiep có kinh nghiem xuAt nhap khAu tren 10 nam. Ve loai hinh seY hau doanh nghiep CO 43% la cong ty trach nhiem hitu hart va doanh nghiep to nhan va 57% cac doanh nghiep xuat nhap khAu da CO bO pha'n chuyen trach ve marketing. Ve_cac hoat dOng E-marketing da tin hanh, thi 54% doanh nghiep TA' quang cao qua mpg Internet, 45% doanh nghiep thuong xuyen tim kiem khach hang qua mang, 37% doanh nghiep nghien ciru thi trubng qua mang Internet. Ngoai ra, cac hoat dOng khac nhu xitc tien ban hang qua mpg, ban hang qua mang, thanh town qua mpg... cling dugc cac doanh nghiep van dung, mac dit ty le chua cao. Ve chi phi cho hoat dOng E-marketing, phAn lon doanh nghiep (chi& 45%) chi duoi 5% cua doanh s6 ban hang, 28% doanh nghiep chi tir 5-10% doanh so ban hang. Nhu vay, phan lan cac doanh nghiep xuAt nhap khAu chi [12] TrucTuyen/Ouang cao online Vietnam 170 cho hoat dOng E-marketing duoi 10% doanh thu ban hang. Dieu nay ding phit hop voi quy dinh chi tieu dm BO Tai chinh Viet Nam. Ca biet, ding c6 6% doanh nghiep chi tren 30% doanh s6 ban hang cho hoat dOng E- marketing. Phan lan cac doanh nghiep da chuan bi san sang cho viec ling dung e- marketing, 97% cac doanh nghiep c6 hcrn 50% nhan vien sir dung thanh thao may vi tinh trong ding viec hang ngay. Lien quan den trinh dO sir dung cac irng dung dm Internet trong doanh nghiep, 62% doanh nghiep thanh thao trong viec giri va nhan email ding nhu tim kiem cac thong tin tren mang. Tuy nhien, chi co 22% doanh nghiep thanh thao cac thao tac quang cao va giao dich qua mang ding nhu sir dung thanh thao cac phan mem ung dung trong quan tri ban hang qua mang. Ty le nay ding h9p ly, khi ma hie‘n nay viec ban hang qua mpg cua cac doanh nghip xuat nhap khau nhin chung chua ph6 Mac du cac doanh nghiep nhan thirc ducic viec van dung E-marketing vao nang cao hien qua kinh doanh cua doanh nghip va dau to thich dang cho hoat dOng nay, nhung di'eu dang lo ngai la trinh dO ngoai ngit cua cac nhan vien cua doanh nghiep chua cao. Theo thin to danh gia cua cac doanh nghiep xuAt nhap khAu trong nghien cim not ten, 34% doanh nghiep cho rang c6 rat it ngu&i sir dung thanh thao ngoai ngir a ding ty minh. Ben canh do, 22% doanh nghiep cho rang ding ty cua ho co nhieu nguoi thanh thao ngoai ngir nhung ding viec cua h9 lai kh8ng lien quan gi tai marketing ding nhu E-marketing. Chi co 25% doanh nghiep cho rang nhan vien kinh doanh cua h9 thanh thao ngoai ngir trong ding viec va giao tiep. Dieu dang mimg la c6 68% doanh nghiep c6 website rieng cua minh va hang ngay cap nhat thong tin tren website. Khi danh gia ve hinh thirc va thiet ke website cua doanh nghiep minh, 37% doanh nghiep d6ng y rang website dugc thiet ke chuyen nghiep Ca ve nOi dung, hinh thirc va dam bao cac yeu t6 kgr thuat an toan cho giao dich. MOt bO phax' t 16n doanh nghiep thi lai cho rang website cua ho chi la non cung cap thong tin ye san pham, chir khong chit trong tai van de thiet ke. Tuy nhien, kh8ng co doanh nghiep nao ding y vOi nhan dinh website cua doanh nghiep ho chi la non cung cap dia chi va dien thoal cua doanh nghiep. 171 Dieu nay chimg to, it nhieu cac doanh nghiep cling da nhan thirc va quan tam han ton nOi dung dm cac website. Khi danh gia ve cac chin nang E-marketing duac thuc hien thong qua website, cac doanh nghiep deu ding ST rang, day la nai cung cap thong tin ve san pham, doanh nghiep, ding thai la kenh giao dich von khach hang. Ben canh d6, it co doanh nghiep ding 5 , von nhan dinh website cua doanh nghiep la kenh ban hang trkrc tuyen vii day du cac chirc nang Tam lai, mire dO ling dung thtrang mai dien tir va E-marketing cua cac doanh nghiep Viet Nam da co nhieu net khoi sac, nhung nhin chung doanh nghiep cling chi mai dimg a mirc de quang bd thuang hieu, gibi thieu san pham va trao doi thong tin bang cac phuang tien dien tir. CS cap de cao han, viec giao dich va ky h9p ding bang cac cong cu dien tir cling ducic met so doanh nghiep img dung, nhung con so nay chua nhieu. Trong giao dich von cac di tac ntrac ngoai, doanh nghiep c6 the sir dung nhieu han hinh thirc trao doi bang thu dien tir, tuy nhien vii giao dich trong nu& doanh nghiep van c6 xu huang sir dung giay to truyen thing. Doi von khach hang la ca nhan, met so doanh nghiep da ban hang qua mang, thai quen mua hang truyen thing dm nguai Viet Nam chua tao ca hei cho cac dich vu nay phat trien. Chinh vi vay, nhieu doanh nghiep danh gia van can thei gian dang ke a thei quen tieu dung va tap quan kinh doanh trong xa hei co su dieu chinh tuang img. 3.4. Phan tich bai tap tinh huOng Bai 1: Chen 1 cong ty, phan tich va danh gia website cua cong ty nay. So sanh vai 2 website cling nganh khac (1 tai VN va 1 dm nu& ngoai), danh gia hoat ding Marketing dien tir cua cac website. De xuat cac giai phap nang cao hieu qua img dung Marketing dien tir cho cong ty cua Viet Nam. Bai 2. Chen 1 cong ty XNK, chin 1 thi truang mac ngoai tiem nang, hay tim 3 website, qua do doanh nghiep c6 the tim kiem cac doi tac kinh doanh mat hang cong ty dang mem xuat hoac nhap khau. Tai mOi website hay tim it nhat 3 cong ty nhu vay va bao cao ket qua tim kiem (ten, dia chi, dien thoai, fax, email, website). 172 Cau hal on tap 1. Marketing dien tir la gi? Neu met vai hinh thirc dm marketing dien dr. 2. So sanh marketing dien tir vai marketing truyen thong. 3. Neu nhung loci ich cua quang cao ten website. Cho biet met vai website ph6 bien ten the giai va tai Viet Nam cho phep doanh nghiep quang cao mien phi. 4. Cho biet Marketing dien tir nAm trong giai doan nao dm qui trinh thucmg mai dien 5. Trong thucmg mai dien tir, Doanh nghiep an phai lam gi a xay dImg thuong hieu? 6. Dimg cong cu 7C a danh gia website cua met cong ty thucmg mai dien tir thanh ding ten the giai va tai Viet Nam. 7. Neu met se dac diem dm he thong Tradepoint teen Internet. 8. Neu met vai cach thirc marketing dien tir ma cac doanh nghiep thucmg mai dien tir Viet Nam Bang trien khai. 9. So sanh 4 chitin lugc marketing trong marketing hang loat (mass marketing) va marketing ca Net tai timg Ichach hang (one-to-one marketing) 10. Neu cac cach thirc ma doanh nghiep thuang mai dien tir tin harsh de quang bd website cua ding ty. Thuat ngfr Marketing din tir: qua trinh lap ice hoach ve san phAm, gia, phan phi va xuc lien d6i vai san phAm, dich vv va y tuang de dap img nhu au cila t6 chirc va ca nhan - dua ten cac phucmg tien dien tir va Internet San pham cot loi: nhu au ve met san phAm ell the San phAnt hign thkrc: nhitng san pham mm hoan toan chi c6 sau khi phe cap internet vi thu dien tir, website, catalogue dien tir, bao dien tir, 173 forum, chat, video chat, tro chcri dien tir teen mpg, dien dan de chia xe phan mem, cac mo hinh kinh doanh dien tir San phAin NI sung: Dich vu sau ban hang, the dich vu cong cua nha nuac; thu thue ten mang; dao to tren mpg; dich vu ngan hang dien tir Phat trien san phAm moi: sir dung Internet va Web de thu thap y kien khach hang ve ode san phAm mOi Chien lage xitc tien bfin: 'cue tien thucmg mai trong thuang mai dien tir la each thuc dung cac phucmg tien dien tir de giai thieu, mad chao, cung cap thong tin ve san phAm hang hod hoc dich vu cua nha san xuat den nguesi tieu dung va thuyet phuc h9 chon no Coupon: phieu parn gia Chien lucre yem troy: xiic tien va hO trg kinh doanh Trade Point hay "tam diem thwang mai": mOt sang kien cna to chirc Thucmg mai va Phat trien dm Lien H9p Quec (UNCTAD), flint trong chucmg trinh Hieu qua thuang mai (Trade Efficiency) va Thuan lqi hod thucmg mai (Trade Facilitation), sir dung nhitng tien bo ve ding nghe th8ng tin trong hog dOng thuong mai not chung va thucmg mai quoc to not rieng. Co. hqi kinh doanh din tir hay ETO (Electronic Trade Opportunity): mOt dich vu dugc nhieu doanh nghiep quan tam khi trien khai marketing dien tit 174 Chuang 4 Rill RO VA PHaNG TRANH ROI RO TRONG THUONG MAI oieN 'KJ 4.1. Tling quan ye an toil' va phong tranh rui ro trong thin:mg mai 4.1.1. Vai tre cue, an loan va phbng &atilt rui ro trong thgrang mai dien tfr Ngay nay, van de an ninh cho thuang mai din tir da khong con la van d6' mai me. Cac bang chirng thu thap dugc tir hang boat cac cuOc di'eu tra cho thay nhang vu tan ding qua mang hoac tOi pham mang trong th6 giai thucmg mai dien tir dang gia tang nhanh tirng ngay. Theo bao cao cua V*1 An ninh May tinh (CSI) va FBI (my) v6‘ dux tang cac vu tan ding vao hoat dOng thuang mai din tir nam 2002 cho - Cac t6 chirc tip tpc phai chiu nhttng cuOc tan ding qua mang tir ca ben trong ban ben ngoai t6 chirc. Trong nhang t6 chirc dugc di'eu tra, khoang 90% cho rang h9 da thay co su xam pham an ninh trong yang 12 thang gan nhat. - Cac hinh thirc tan ding qua mang ma cac t6 chirc phai chiu rat khac nhau: 85% bi virus tan cong, 78% bi sir dung trai phdp mpg internet, 40% la nan nhan dm tan cong tir ch6i dich vu (DoS). - ThiOt hai ve tai chinh qua cac vu tan cong qua mang la rat ban: 80% cac t6 chirc dugc dieu tra tra loci rang h9 da phai chiu th* hai ve tai chinh do hang boat cac ki6u tan ding khac nhau qua mpg. T6ng thie't hai cua nhi'mg to chirc nay khoang 455 triOu dola My. - Can phai sir dung nhitu bien phap Sing thud de nang cao kha nang ph6ng ch6ng cac vu tan cong qua mpg. HAu het cac t6 chirc dugc di6su tra deu tra 16.i rang h9 d'A sir dung cac thie't bi bao ve an ninh, tuOng lira, quan 1ST vi"e'c truy cap he th6ng. Tuy nhien, khOng c6 t6 chirc nao tin rang h" thtmg thucmg mai din tir cua minh tuy'e't d6i an town. 175 Ngoai ra, theo bao cao cua Trung tam img cfru khan cap may tinh (CERT) dm dai hpc Carnegie Mellon (M57), s6 lugng nan nhan cua nhang vu tan ding qua mang tang tir 22.000 vv nam 2000 len den 82.000 vu nam 2002, va con se nay cao gap 20 lan so voi con s6 nan nhan nam 1998. Nam 2004, Uy ban Thucmg mai lien bang My nhan dirge 205.568 dan khieu nai lien quan den gian tan Internet (53% trong tong s6 cac dam kien ve gian Fan) va thiet hai tir cac vv lien quan an gian Ian qua Internet len tai 265 trieu USD. De dei pho vOi tinh tang mat an ninh qua mang, 6 hau het cac nuac da thanh lap nhimg trung tam an ninh mpg mang tinh quec gia, nhu Trung tam bao ve Ca sa ha tang quec gia (NIPC) trvc thuec FBI (My), c6 chirc nang ngan chan va bao ye ha tang quoc gia ve vien thong, nang lugng, giao thong van tai, ngan hang va tai chinh, cac hoat deng cap ciru va cac hoat Ong khac cua chinh phu. Tai Viet Nam ding da thanh lap Trung tam frng cfru khan cap may tinh Viet Nam (VnCERT- Vietnam Computer Emergency Response Teams) vao thong 12/2005 theo guy& dinh s6 13/2006/QD- BBCVT. Trung tam VNCERT se la dau mei trao d61 thong tin \fed cac trung tam an town mang quec to dm Viet Nam va hpp tac voi cac t6 chirc CERT tren the giai. Theo VNCERT, thi trong nhimg nam On day, tei pham tin h9c gia tang ca ve pham vi va mire de chuyen nghiep. Ban d'au la lay cap mat khau the tin dung de mua sach va phan mem qua mang, tiep den la lam the tin dung gia de lay cap tin tir may ATM, thiet lap cac mpg may tinh gia de giri thu rac, thu quang cao, hay tan ding tir chei dich vv, tharn chi ngang nhien hon nita la de dpa tan cling, tong tien hay bao ke cac website thuong mai dien tir 4.1.2. Rtii ro trong thucng mgi dien to tgi Viet Nam ViOt Nam la nu6c di sau trong img dung thucmg mai dien to va mire de phat trien cua Binh vvc nay con hp che. Tuy nhien Viet Nam cling khong tranh khoi dtrgc nhimg rui ro ma cac ntrac phat trien ve thuong mai dien tir gap phai. Se vu tan ding cac trang web vOi mvc dich xau hay canh bao, ding nhu se vti an tem thOng tin tai khoan thanh toan cua ca nhan tren mang ngay cang gia tang. 176 4.1.3. Vai tre clic: chink sach va quy trinh bao am an loan dai TMDT Xay dung chinh sach ve an ninh an toan mpg va yeu cAu mei nguoi phai chip hanh coy nghia quan tong trong viec xay dungy thirc va the the hoa hoat &sing bao ve an ninh cho thuang mai dien dr. Chinh sach nay thtramg bao gem cac not dung sau: - Quyen truy cap: xac dinh ai dugc quyen truy cap vao he thong, mirc de truy cap va ai giao quyen truy cap; - Bao tri he thong: ai c6 trach nhiem bao tri he thong nhu viec sao luu dir lieu, kiem tra an toan dinh kST, kiem tra tinh hieu qua cac bien phap an toan,...; - Bao tri not dung va nang cap du lieu: ai c6 trach nhiem voi not dung ding tai ten mang intranet, internet va mirc dO thuamg xuyen phai kiem tra va cap nhat nhfing not dung nay; - Cap nhat chinh sach an ninh thuong mai dien dr: mix de thuong xuyen va ai chiu trach nhiem cap nhat chinh sach an ninh mang va cac bien phap dam bao viec thut thi chinh sach do. 4.2. Rui ro chinh trong thucrng mai coign tir 4.2.1. MOt so rui ro doanh nghrep c6 thi gap phai trong thwang mfd din tfr Rui ro trong thuong mai dien to c6 the chia thanh ben nhom co ban sau: • Nh6m rei ro du lieu • Nhom rui ro ve cong nghe • Nhom rui ro ve thu tuc quy trinh giao dich cua t6 chirc • Nhom rui ro ve luat phap va cac tieu chuin cong nghiep Cac nhom rui ro nay khong hoan toan dec lap voi nhau ma dei khi chimg deng thoi cling xay den va khong xac dinh tach bach re rang dtruc. Neu cac rui ro nay deng thai xay ra, thiet hai dei voi to chirc co the rat lon ca ve uy tin, thi gian va chi phi dAu to a khoi phuc hoat Ong trar lai binh thuamg. 177 4.2.2. Ma't so dang tan cong veto cac website thuying mai din tie Trong thuang mai dien tir, ngoai nhang rui ro ve phin cimg do bi mAt cap hay bi pha the thiet bi (may tinh, may chi', thiet bi mang...), cac doanh nghiep có the phai chiu nhimg rui ro ve mat cong nghe phO bien nhu sau: - Virus Virus tan cong veto thuang mai dien tir thuang g6m 3 loai chinh: virus anh huang tai cac tep (file) chuang trinh (gin lien vai nhfing file chucmg trinh, thikmg la .COM hoac .EXE), virus anh huang tai he th6ng (dia cimg hoac di'a khoi dOng), vet virus macro. Virus macro la loai virus ph6 bien nhAt, chiem tir 75% den 80% trong tong s6 cac virus dugc phat hien. Day la loai virus die biet chi nhiem veto cac tep img dung sop thao, ching han nhu cac tep img dung ciia MS Word, Excel vet Power Point. Khi nguai sir dung ma cac tai lieu bi nhiem virus trong cac chuang trinh img dung, virus nay se to tao ra cac ban sao vet nhiem veto cac tep china dung cac khuon img dung, de tir do lay sang cac tai lieu khac. Cac loai virus có the gay ra nhitng tac hai nghiem tong, de cloa tinh toan yen vet kha nang hoat dOng lien tuc, thay d6i cac chirc nang, thay d6i cac nOi dung dit lieu hoac doi khi lam ngung tre toan b0 hoat dOng nhieu he thOng trong do có cac website thuang mai dien tin. No duerc danh gia la mOi de doa lan nhat dOi vai an toan cac giao dich thuang mai dien tir hien nay. - Tin tac (hacker) vet cac chuang trinh pha hoai (cybervandalism) Tin tac hay tOi pham may tinh la thuat ngit dung a chi nhitng nguai truy cap trai phep veto mot website, mOt ca set dir lieu hay he thOng thong tin. Thvc chAt muc tieu cua cac hacker rat da dang. Co the la he thOng dir lieu ciia cac website thuang mai dien tix , hoac vai y do nguy hiem han chi:mg co the sir dung cac chuang trinh pha hoai (cybervandalism) nhim gay ra cac sv c6, lam mAt uy tin hoac pha huSr website ten pham vi toan cAu. - Red ro v'e gian 1 gn the tin dung Trong thucmg mai dien tir, cac hanh vi gian Ian the tin dung xay ra da dang vet phirc tap han nhieu so vai thuang mai truyen th6ng. Neu nhu trong 178 thuang mai truyen th6ng, viec mat the hoac the bi danh cap la m6i de doa nhat d6i vOi khach hang thi trong thucmg mai dien tir m6i de doa la bi "mat" (hay bi 10) cac thong tin lien quan den the tin dung hoac cac thong tin giao dich sir dung the tin dung trong qua trinh thvc hien cac giao dich mua sam qua mang va cac thiet bi dien tin. Cac tep china dit lieu the tin dung cua khach hang thu6ng la nhimg invc tieu hap dAn d6i voi tin * khi tan cong vao website thuang mai dien tir. Han the, nhung ten tOi pham c6 the dOt nhap vao cac ca sa dir lieu cua website thucmg mai dien tir de lay cap cac thong tin cita khach hang nhu ten, dia chi, dien thoai... voi nhilng thong tin nay chung c6 the mao danh khach hang thiet lap cac khoan tin dung moi nham phut vu nhirng mvc dich phi phap. - Din ding tir choi dich vu Tan cong tir ch6i dich vu (DOS - Denial Of Service attack, DDOS — Distributed DOS hay DR DOS) la kieu tan cong khien met he th6ng may tinh hoac met mang bi qua tai, clan tad khong the cung cap dich vu hoac phai climg hoat dOng. So. khai nhat la hinh thirc DoS (Denial of Service), 19.i dung sir yeu kern cua giao thirc TCP, tiep den la DDoS (Distributed Denial of Service) - tan cong tir ch6i dich vu phan tan, va gan day la DRDoS - din cong theo phuang phap phan xa phan tan (Distributed Reflection Denial of Service). Nhting cuOc din cong DoS c6 the la nguyen nhan khien cho mang may tinh ngirng hoat dOng va trong thoi gian do, nguoi sir dung se khong the truy cap vao cac website thucmg mai dien dr. Nhang tan cong nay ding dtmg nghia vai nhung khoan chi phi rat 16n vi trong th6i gian website ngimg hoat deng, khach hang lch'6'ng the thigrc hien cac giao dich mua ban. DO'ng th6i, sv gian doan hoat Ong nay se anh hu6ng den uy tin va tieng tam cita doanh nghiep. Mac du nhimg cuOc tan cong nay khong pha huSr thong tin hay truy cap vao nhimg yang cam cila may chii nhung tao ra phien toai, gay tra ngai cho hoat Ong cua nhieu doanh nghiep. Vv tan cling DOS dien hinh dau tien xay ra vao thang 2-2000, cac hoat dOng din cong lien tvc khien hang boat website tren the giai ngimg hoat Ong trong nhitu gib, trong do co nhung website hang day nhu: eBay ngimg hoat Ong trong 5 gib, Amazon gan 4 gib, CNN gan 3.5 gib, E-Trade gan 3 gib, Yahoo va Buy.com va ZDNet 179 ding ngimg hoat gong tir 3 den 4 gia. Ngay ca ngtreyi kh6ng 16 Microsoft cling da timg phai ganh chiu heu qua cua nhitng cuOc tan cong nay. O Viet Nam, ding da co rat nhieu doanh nghiep bi tan cong duoi hinh thirc nay. - Ke trg'm tren mang (sniffer) Ke trOm tren mpg (sniffer) la mOt clang dia chucmg trinh theo nghe trOm, giam sat sir di chuyen dm thong tin ten mang. Khi sir dung vao nhimg muc dich hop phap, no c6 the giitp phat hien ra nhang yeu diem dm mang, nhtmg ngugc lai, neu sir dung vao cac muc dich phi phap, cac ph'An mem ling dung nay se tr.& thanh cac m6i hiem hoa 16.n va rat kho c6 the phat hien. Ke trOm sir dung cac phAn mem nay nham lAy cap cac thong tin c6 gia tri nhu thu dien tir, du lieu kinh doanh cua cac doanh nghiep, cac bao cao tir bAt cir not nao tren mang. Xem len thu dien tir la mot dang moi cua hanh vi trOm cap tren mang. Ky thuet xem len thu dien tir la sir dung mOt dog' ma (An) bi met gait vao thong diep thu dien tix, cho phep nguoi nao do co the giam sat toan b0 cac thong diep chuyen tiep dugc giri di ding yeti thong diep ban dAu. Ching han mOt nhan vien phat hien thAy 18i ky thuet trong khau san xuAt, anh to lap tire giri mOt bao cao thong bao cho cAp tren ve phat hien cua minh. Nguoi nay sau do se tiep tuc giri th8ng bao den tat ca cac bo phen co lien quan trong doanh nghiep. MOt ke nao do sir dung ky thuet xem len thu dien tir CO the theo doi va biet dugc toan b0 thong tin trong birc thu dien tir giri tiep sau do ban ve van de nay. - Phishing - " Ice gia mao" Phishing la mOt loai tOi pham cong nghe cao sir dung email, tin nhan pop-up hay trang web a lira ngtrai dimg cung cAp cac thong tin ca nhan nhay cam nhu the tin dung, met khAu, s6 tai khoan ngan hang. Thong thutmg cac tin tee thutmg gia mao la cac cong ty n6i tieng you cau khach hang cung cAp nhimg thong tin nhay cam nay. Cac website thuang xuyen bi gia mao do la Paypal, EBay, MSN, Yahoo, BestBuy, American Online.... Ke gia mao thuZyng huang ten phishing nhitng khach hang dm ngan hang va nguoi tieu dimg thuOng mua sam trlic tuyen. Nhang thong tin an cap se dugc ke gia mao dimg de truy cep vai muc dich xAu, neu la thong tin ve tai 180 khoan thanh toan thi se dung vao muc dich mua hang hoac rut tien. Bat cu ai ding c6 the phishing dugc vi phan mem phishing la co nhieu ten mang voi hbrang an chi tik cung vai danh sach dia chi email. Cong nghe phishing lA da c6 tir nhting nam 1987, tuy nhien no chi thuc star biet den rang rai vao nam 1996. AOL IA ding ty dau tien da bi ke gia mao tan cong an cap thong tin dm khach hang. Dui:mg link trong dia chi email ket not ten trang web dm eBay nhung day kh6ng phai la trang web that cua eBay ma chi IA met trang web gia mao c6 logo va hinh thirc gieng vai trang web eBay that. PayPal met trang web giai phap thanh toan 6-mg la doi tugng thuarng xuyen bi gia mao. Ke gia mao Paypal da xay dung URL cai trang gieng URL cua Paypal bang each sir dung ky hieu @ ( . Thuong thi cac server be qua cac ky to tnrac @ NIA chi sir dung nhting ky to sau no. Nhu vay la khach hang chi CO the nhin thay throng link trong mail nhu Chinh vi vay ma khach hang da Ichong nhan ra dugc la minh dang bi tan ding tir cac tin tac va da cung cap nhung thong tin ca nhan va tai khodn. - Ngoai ra, tai pham TMDT dugc thuc hien duai nhieu hinh thirc sau: phat trien cac mang may tinh ma (bots network) de tan ding DOS, giri thu rac, giri thu rac vbi quy mo lan (dich vu thu rac), thue hacker pha hoai website cua dei thin canh tranh, thu thap thong tin ngu6i sir dung bang spyware. 4.3. Xfiy dung lee hoach an ninh cho thiwng mai din tir Viec xay dkmg ke hoach an ninh thuang mai din tir cho doanh nghiep bao gem 4 giai doan sau: - Giai &an ckinh gid: Giai doan nay xac dinh nhitng tai san doanh nghiep co, bao gem ca tai san hut hinh va v8 hinh. Gia tri tai san phai dugc dinh ro, ca ye mat tai chinh va phi tai chinh va dinh ro tam quan tr9ng cua timg tai san ct6i v6i doanh nghiep va tir de danh gia kha nang bi tan ding cua timg tai san. Viec danh gia gem cac nei dung sau: + Xcic dinh cac mai de dx: da se nhitng vu xam pham an ninh trai phep la do su can thiep truc tiep hay gian ti6p cua con ngu6i cac he thong va nhung ngueri c6 quyen truy cap tai tai san phai dugc dinh ro nhu giam dec IT, nhan vien, cac nha to van,... Kha nang mei de d9a tra thanh hien thuc 181 ding can dugc danh gid. + Xac dinh hinh thicc thiet hai: vi du cac th8ng tin quan trong co the bi sira d6i hoac danh cap bad cac ca nhan, hoac c6 th6 bi phd hily do bi tad cong. - Giai doan len ke hoach: Xac dinh rei rang de d9a nao can phai ch6ng da va giai phap tuong img can dugc tien hanh, thari gian cu the va nguoi chiu trdch nhiOm tri6'n khai. Danh gid va hra ch9n cac giai phap phu hgp. - Giai dogn thyr thi: Cac cong nghO dac thu co th"e' dugc chon de ch6ng doi vori cac nguy co de xay ra nhat. Vic lira ch9n cong nghO dga vao nhftng dinh huang da dugc neu ra a giai down Lap k6 hoach. Ngoai nhftng cong nghO dac thu, cac phan m&ri an ninh tir nhftng nha cung cap khac ding co th6 dugc lira chgn. - Giai dogn gidm sat: Xac dinh nhang biOn phap nao mang lai thanh ding, nhiing biOn phap nao kh8ng hiOu qua can thay doi, liOu co nhftng m6i de dga man xuat hiOn hay cal nhitng cai tin hoac thay doi gi trong cong nghO, hoac co nhftng tai san nao khaa cua doanh nghiOp can bao dam an ninh. 4.3.1. Nhiing bien phdp co ban dam bolo an tam cho giao djch TMDT BiOn phap hitu hiOu nhat hiOn nay trong viOc dam bao tinh xac thuc la sir dung ha tang khoa cong khai (PKI — Public Key Infrastructure) trong do co sir dung cac thi& bi ky thuat, ha tang va quy trinh d6" irng dung viOc ma hoa, cho ky s6 va chirng chi s6. Cac ky thuat sir dung trong Ha tang khoa cong khai co th6" hiL nhu sau: - Sir dung ky thuat ma hog thong tin: MA hod thong tin la qud trinh chuy6n cac van ban hay cac tai liOu g6c thanh cac van ban duari clang mat ma bang cach sir dung mot thuat ma hoa. Giai ma la qud trinh van ban dang mat ma dugc chuy6n sang van ban g6c dtra teen ma khoa. Muc dich cua ky thuat ma hod nham dam bao an town cho cac thong tin dugc ltru gift va dam bao an toan cho thong tin khi truy6'n phat. MA hod thong tin la mot ky thuat dugc sir dung fat sann ke tir khi loci ngtroM bat dau giao tiep vad nhau va thuat ma hoa ding phat tri6n tir nhang thuat todn rat so khai truacc day tad cac cong nghO ma hoa phirc tap hi'0 nay. MOt phan mein ma He se thgc hiOn hai cong down: thir nhat la tao ra mOt chia khoa va thir hai la sir dung chia khoa d6 cung thuat ma h6a de ma h6a 182 van ban hoac giai ma. Co hai ky thuat co ban thuang duac sir dung de ma hod thong tin la ma hod "khod don" sir dung mOt "khod bi met" va ma hod kep sir dung hai khoa g6m "khod ding khai" va "khoa bi met". + Ky thuat ma hoa dun sir dung mOt khod khod bi met: Ma hod khod bi met, con goi IA ma hod d6i xirng hay ma hod khod rieng, lA viec sir dung mOt khod chung, gi6ng nhau cho ca qud trinh ma hod va qud trinh giai ma. Qua trinh ma hod khod bi mat duac thpc hien nhu minh hoa trong hinh 4.1. Hinh 4.1: Hwang phap ma hod kholi rieng Ngudn: Nh6m tac gici ty tdng h973 2008 Tuy nhien, tinh bao mat trong phucmg phdp ma hoa bi mat phu thuOc rAt lan vao chia kh6a bi met. NgoAi ra, sir dung phuang phdp ma hod khod bi met, mOt doanh nghiep rAt kho có th6 thpc hien viec phan phi an toan cac ma khod bi mat von hang ngAn khdch hang trpc tuy6n cua minh tren nhirng mpg thong tin rOng 16.n. Va doanh nghiep se phai b6 ra nhang chi phi khong nho cho viec tao mOt ma khod rieng va chuy6n ma khod do tai mOt khach hang bAt k57 tren mang Internet IN ho co nhu cau giao dich von doanh nghiep. Vi du, mOt trong cac hinh thirc don gian cua khoa bi mat la password de khoa va ma khoa cac van ban word, excel hay power point. + Ky thuat ma hoa kep sir dung khod cong khai va khoa bi mat Ky thuat ma hod nay sir dung hai khod khdc nhau trong qud trinh ma hod va giai ma: mOt khod dung de ma hod th8ng diep va mOt khod khdc dung a giai ma. Hai ma khod nay co quan he von nhau ve mat thuat toan sao cho du lieu ducic ma hod bang khod nay se dugc giai ma bang khod kia. Khod ding cong la phan m'em c6 th6 cong khai cho nhieu nguai bitt, con 183 khod rieng dugc gift bi mat va chi minh chit nhan cita no dugc biet va c6 quyen sir dung. Hinh 4.2: Phircrng phi') ma hofi khoi cong cong Ngudn: Nhom teic gia tit tong kp 2008 Nhu vay, ky thuat ma hoa nay darn bao tinh rieng to va bao mat, vi chi co nguei nhan thong diep ma hoa dugc girl den mm co the giai ma dugc. Ngoai ra kYr thuat nay ding dam bao tinh town yen, vi mgt khi thong diep ma h6a bi xam pham, qua trinh giai ma se khong thuc hien dugc. Trong qua trinh sir dung, c6 mot s6 dac diem can km y d6i voi hai ky thuat ma h6a tren. Bang 4.1: So sfinh phircrng phip ma hofi khoa rieng va ma hofi khofi cong cong D4c dam MA hoi khoi rieng MA hofi khofi cong cong S6 khoa MOt khoa don MOt cap khoa Loai khod Khoa bi mat MOt khoa bi mat va mgt kh6a cong khai Quan V, khod Dan gian, nhung kh6 quan 15, Yeu cau cac chimg nhan dien tir va ben tin cay thin ba T6c dO giao dich Nhanh Chain Sir dung Sir dung de ma hod nhilng du lieu 16n (hang kat) Sir dung d6i voi nhimg img dung c6 nhu cAu ma hod nho lion nhu ma hod cac tai lieu nho hoac de 14 cac thong diep - Chic kfi so (Digital signature) 184 Vt mat cong nghe, chit 14 s6 la mOt thong diep dit lieu da dugc ma has gin kern theo mOt thong diep dit lieu khac nham xac thuc nguai giri thong diep do. Qua trinh ky va xac nhan chit 14 s6 nhu sau: Nguai giri mu6n giri thong diep cho ben khac thi se clung mOt phan mtm rut on thong diep du lieu dien tir, xir 1ST chuytn thong diep &it lieu dien tir thanh mOt "thong diep torn tat" (Message Digest), thuat toan nay dugc .g9i la thuat toan rut g9n (hash function). Nguai giri ma hod ban tom tat thong diep bang khoa bi mat cua minh (sir dung phan mtm bi mat dugc Ca quan chimg thuc cap) dt tao thanh mOt chit 14 dien tir. Sau dO, nguai giri tiep tuc gin kern chit 14 dien tir nay voi thong diep dit lieu ban dau. Sau do giri thong diep d'a kem v6ri chit k3', dien tit mOt cach an toan qua mpg cho nguai nhan. Sau khi than dugc, nguai nhan se dimg khod ding khai cua nguai giai ma chit 14 dien tir thanh ban tom tit thong diep. Nguai !than cling dung rut g9n thong diep dit lieu gieng het nhu nguai gui da lam d6i vai thong diep nhan dugc dt bien d6i thong diep nhan dugc thanh mOt ban torn tit thong diep. Nguai nhan so sanh hai ban tom tat thong diep nay. Neu chimg gieng nhau tuc la chit 14 dien tir do la xac thuc va thong diep da khong bi thay dei ten duang truyen di. Ngoai ra, chit 14 s6 c6 tht dugc gan them mOt "nhan" thai gian: sau mOt thai gian nhat dinh quy dinh bai nhan do, chit 14 s6 g6c se khong con hieu luc, &mg thai nhan thai gian cling la dog cu de xac dinh thai ditm 14. - Phong bi so (Digital Envelope) To lap mOt phong bi s6 la mOt qua trinh ma hoa sir dung khod cong khai cua nguai than (phan mtm ding khai cua nguai nhan, phan mtm nay cling do co quan chimg thuc cap cho nguai nhan, va dugc nguai nhan thong bao cho cac d6i tac biet a sir dung khi h9 muen giri thong diep cho minh). Khoa bi mat nay dugc dimg dt ma hoa toan bo thong tin ma nguai giri mu6n giri cho nguai nhan, khoa nay dam bao chi co duy nhat nguiyi nhan la nguai ma dugc thong diep de d9c. Vi duy nhat nguai nhan la ngutti nam gift khoa tuang ling de giai ma (phan mtm bi mat hay khoa bi mat, khOa nay cling do ca quan chimg thuc cap cho nguai nhan). - Chung thit so hoa (Digital Certificate): Neu mOt ben co ma khoa ding khai dm ben thir 2 a c6 tht tin hanh ma hoa va giri thong diep cho ben do, ma- khoa cong khai nay se dugc lay a 185 dau va lieu ben nay c6 the dam bao dinh danh chinh xac dm ben thir 2 khong? Ching thu dien tir xac minh rang nguoi cam gift ma khoa cong ceng hoc ma khoa bi mat chinh la nguad chi' dm ma khoa do. Ben thir ba, Co. quan chimg thuc, se phat hanh chirng thu dien tir cho cac ben than gia. Nei dung Chung thu dien tir bao gem: ten, ma khoa ding khai, se thir to cua chimg thuc dien tir, then han hieu luc, chit k3', cua ca quan chung nhan (ten ca quan chirng nhan c6 the duoc ma hod bang ma khoa rieng cua Ca quan chung nhan) va cac thong tin nhan dang khac. Cac chimg thu nay ducic sir dung de xac minh tinh chan thuc cim website (website certificate), oh ca nhan (personal certificate) va cua cac ding ty phan mem (software publisher certificate). 4.3.2. Cdc bin phelp ca ban nhibn ant bdo an toan cho he thong TMDT Met se ding nghe ducic phat trien nham dam bao rang trong nei be mpg cila met doanh nghiep, cac hoat deng se duqc dam bao an toan khoi cac vu tan cong hoc xam pham tir ben ngoai, deng thori c6 chirc nang canh bao cac hoat Ong tan cong tir ben ngoai vao he thong mang. - Thong hia: TuOng lira la met thanh phan cua mang, gem phan mem hoc phan cong hoc ket hop ca phan mem va phan cimg, cho phdp nhttng nguoi sir dung mang may tinh cua met t6 chirc c6 the truy cap tai nguyen cua cac mang khac (vi du: mang Internet), nhung deng thoi ngan cam nhung nguoi sir dung khac, khong duoc phdp tir ben ngoai truy cap vao mpg may tinh ci'a to chirc. Met birc twang lira co nhttng d4c diem sau: - Tat ca cac lueng thong tin tir ben trong man may tinh cua t6 chirc di ra ngoai va nguoc lai ceu phai di qua thiet bi hay phan mem nay; - Chi cac lueng thong tin duorc phep va tub' thil dung quy dinh ye an toan mang may tinh cua to chirc, mai duqc pile') di qua; Ve ca ban, Wong lira cho phep nhttng nguoi sir dung mang may tinh ben trong tuOng lira duoc bao ve nhung van co kha narig truy cap toan be cac dich vu ben ngoai mang; deng thoi ngari chin va chi cho phep met se cac truy cap tir ben ngoai vao mang tren ca so da kiem tra ten va mat khau 186 cua ngtrOi sir dung, dia chi IP hoac ten mien (domain name) ... Vi du, met nha san xuat chi cho phep nhang nguOi sir dung c6 ten mien thuec cac ding ty dei tac la khach hang lau nam, truy cap vao website cita he a mua hang. Nhu vay, cong viec cua birc tutmg lira la thiet lap met rao chan gicra trong va ngoai mang may tinh cita to chirc. TuOng lira bao va mang may tinh cua to chirc tranh khoi nhang ten thucmg do nhcmg tin tac, nhang ngu6i to me tir ben ngoai tan ding. Tat ca mei thong dip dugc giri den va giri di deu dugc ttrimg lira kiem tra doi chieu von nhang quy dinh ve an toan do to chirc xac lap. Cac tuong lira phi') bien hien nay gem: Windows XP Personal firewall, Microsoft ISA server (da chirc nang), Checkpoint. - Mang rieng do (VPN) Khi ding ty muen tao ra met *rig dung B2B, cung cap cho cac nha cung cap, doi tac va nhang dei tueng khac guy& truy cap khong chi voi da lieu d4t tren tang web ctia he, ma con ca quy'en truy cap dei van dir lieu china trong cac tep khac (nhu tap Word, Excel, file di h9a, file am thanh, hinh anh...). Theo cach truyen thong, lien lac voi ding ty c6 the thuc hien thong qua met duemg truyen rieng hoac thong qua met d&mg quay se tai modem hoac ten met may chit truy cap tit xa (RAS — Remote Access Server) ma may chit nay cho phep ket not truc tier) tai mang LAN dm cong ty. IJu diem dm viec thue dung truyen rieng la giam thieu kha nang bi hacker nghe tem cac lien lac, tuy nhien chi phi tai cao. Do do, doanh nghiep co the tham khao met giai phap kirth to hcm do la sir dung mang rieng do. Mang rieng ao sir dung mang internet de truyen tai thong tin nhtmg van duy tri su bi mat bang cach sir dung thuat ma khoa (de ma giao dich, xac mink tinh chan thuc de dam bao rang thong tin khong bi truy xuat trai phep va thong tin den tir nhang nguen tin cay) va quan ly guy& truy cap a xac dinh danh tinh cita bat kY ai sir dung mang nay. Han nfra, met mang rieng ao ding co the dugc sir dung de ho trg nhang lien lac gicra cac chi nhanh va tru so cong ty va nhang lien lac gifra cac cong nhan ltm deng von trp so lam viec dm he. Se lugng cac doanh nghiep sir dung hinh thuc nay ngay cang tang, lieu nay the hien o doanh se cua thi tnrOng dich vu mang rieng ao toan the gioi, nam 2005 da dat mirc 23 ty USD vao nam 2005 va hira hen se tang them 22% trong vong 3 nam toi. 187 4.3.3. 1110 so Wen phap khac nhilm dam bd o an town cho he thiing TMDT - Set dung mat khciu (password) du manh De dam bao bi mat cho mat khAu, khi thiet lk,,) nen xem xet cac tieu chi nhu: + Mat khAu c6 s6 14 to di' Ian, t6i thieu 8 14 to va c6 skr ket hqp gitra chit hoa, cha thuong, chit s6 va bieu tugng. Nhu vay se mat rat nhieu thai gian mbi c6 the tim ra va pha mat khAu, ma tai thai gian do mat khAu dA co the da dugc thay doi. Mat khAu cling nen thuang xuyen thay doi (thuang tir 30-60 ngay) va khong nen sir dung lai mat khAu cu. + Kich hoat t%r d8ng viec kh6a khong cho truy cap he tilting neu sau tir 3-5 lAn nhap mat khAu van khong dung. + Khong sir dung chirc nang tu dOng dien (auto complete) cua mot so phAn mem ling dung nhu Microsoft Explorer de luu mat khau va s6 tai khoan. - Phong dieing virus Theo th6ng ke, trung binh moi than co han 500 virus ra dai, do dO doanh nghiep nen sir dung cac phAn mem chong virus a kiem tra tat ca cac &it lieu hoc dugc truyen qua c6ng may chit a mpg hoc truyen giaa cac c6ng nOi b0. Cac phAn mem ch6ng virus cong nen dugc cap nhat thuang xuyen (hang ngay, hang tuAn). Th8ng thuang, cac cong ty phAn mem virus uy tin thuang giri email tai khach hang thong bao ve viec xuAt hi'e'n than virus maxi va cung cap cong cu update tu d(ing cho khach hang. Dinh dang c6ng email a khoa cac tep c6 clued dang VBS, SHS, EXE, SCR, CHM va BAT hoc nhtng tep c6 hai phAn mu Ong dang nhu .txt.vbs hoc .jpg.vbs vi nhfrng tep dang nay thuang do virus tao ra. PhO bien kien thirc cho nguai sir dung, vi du, khong mop nhfmg email la c6 tep Binh kern, tham chi tir nguoi giri co ten trong s6 dia chi; khong tai ve nhfrng tep tit nhang ngu6n khong ro rang; thuatig xuyen quet virus; cap nhat phAn mem quet virus thuang xuyen; khong giri nhfmg canh bao v'e virus hoc cac thu day chuyen cho nhfmg nguari sir dung khac. 188 - Giai phdp an ninh nguon nhcin hrc Cac doanh nghiep can ltru y mgi than vien trong doanh nghiep minh thirc ve van de an ninh mang va nhang nguy co tin cong doanh nghiep co the chin trong tnrOng hop thieu kinh nghiem hoac thieu sr luu tam dimg mire tir phia cac than vien. Nhan vien ding can dugc km y ve cac giai phap an town mang nen dp dung nhu viec ch9n mat khAu, thay d6i mat khAu, quet virus thuOng xuyen hay x6a be nhitng email la. - Gat phap ve trang thiit bi an ninh mang Sir dung cac thiet bi kiem soat viec ra vao tru so lam viec nhu : cac the tir, ma dien tir, the thong minh hoac cac thiet bi nhan dang nhan tic nhu kiem tra van tay, yang mac hoac gi9ng noi. Cac bien phap khac co the la sao ltru du lieu vao nhimg nori an toan, danh diu nhan clang tia cue tim, cac he th6ng phat hien xam pham nhu camera va chuong bao dOng. 4.4. Phan tich bai tap tinh hung 4.4.1. Doi pho voi cac vu din cong vao website thtrang mgi din tri Vu tan cong vat) Chodientu.com Ngay 19/9/2006, cong ty Giai phap phAn mem floa Binh (Peacesoft) chinh tittle thira then ten mien www.chodientu.com bi tin ding, mat quy&I kitm soat va phai chuyen sang dung ten mien mai la www.chodientu.vn. Theo giai thich dm ban giam d6c, hacker tin ding vao may chit quan 1S, ten mien cua www.register.com va lAy quyen kiem soat ten mien www.chodientu.com tai d6. Ngay 23/9/2006, www.chodientu.com tiep tuc bi chiem quyen kiem soat va fro sang mot trang web vai nOi dung NH nh9 giam d6c ding ty. Ngay 27/9/2006, dai dien Chg dien tir da chinh thirc lam viec vai Trung tam An ninh mang (BKIS) va cac cor quan chirc flan de nhanh chong truy tim thit pham. Tuy nhien, vai hinh thirc tin ding vao ten mien, thit pham se kh6 c6 the bi phat hien do co the tan ding khong lien tuc nhu tin cong tir ch6i dich vg (DOS). Virus lay lan qua YM, "Thang 9 kinh hoang", horn 20.000 may tinh bi nhiem va da phai tau ciru den BKAV khi ngtrori sir dung to me kich vao nhung duOng link "m6i 1119C" hay "kich dOng" dugc giri den thong qua YM. 189 4.4.2. Pheng clang lira ciao qua mgng (phishing) Vein d'J Ngay 17 thong 11 nom 2003, mOt s6 khach hang cita eBay dugc thong bao bang email rang tai khoan cua h9 tren eBay clang dugc cap that va tang cubing mirc dO an toan. Thong bao ding kern theo mOt duang clan (link) den mOt trang web cita eBay tai do khach hang co the ding ky de chap nhan cac dich vu nay. Tat Ca cac thong tin khach hang can cung cap de nhan dugc dich vu nay la cung cap s6 the tin dung, s6 bao hiem xa hOi, ngay sinh, ten bi mat, s6 pin the ATM. Van de duy nhat la thuc to eBay chua tong bao gibr girl di cac thong diep nhu the nay ca va trang web ma khach hang dugc clan tai cling khong thuOc su quan ly cua eBay. Mac du trang web gia tong rat gi6ng trang web thuc cua eBay, cling co logo dm eBay, giao dien twang tu, trang web nay thuc chat dugc tao ra vii muc dich Era ciao. Nhimg khach hang "ngay tha" dien thOng tin dugc yeu cau vao trang web nay dA ngay lap tirc tra thanh nan than dm vu Era dao tren mpg duqc biet den voi thuat net "phishing". Phishing la ky thuat Era dao sir dung thu dien tir, Pop-up, trang web de du co nguai dimg cung cap cac thong tin nhay cam nhu the tin dung, tai khoan ngan hang, mat khau... Gicii phap Ban chat ky thuat Era dao nay khong mai, tuy nhien "cong nghe" dugc sir dung lai mai va co nhieu nguai sir dung bi mac bay. Trtrac day, ding nghe dugc ua chuOng cho kieu Era nay la dien thoai. Ngay nay, nhimg ke chit mtru sir dung thu dien tir, thong diep pop-up, trang web gia de nguai sir dung Wang lam h9 clang giao dich vii cac doanh nghiep chinh thirc. Cac thong diep nay thuang clan dot nguai sir dung den mOt website khac, tai do, nguai sir dung se duqc yeu cau cung cap hoac cap nhat thong tin mai cho tai khoan cua hi?. Mac dit cac website nay trong hoan town gi6ng nhu website that, do la website gia mao. TO chirc phong chOng kieu Era dao nay co ten gqi Anti-Phishing Working Group (APWG, antiphishing.org ). Thing 7 nom 2004, so vu Era dao kieu nay dugc thong bao den APWG len den 1.974 vu, tang 39% so vii thing 6 cling nom. Nganh chit' tan ding nhieu that la dich vu tai chinh (1.649 trong tong s6 1.974 vu tan ding). Thtrcmg hieu bi tan cong nhieu nhat la Citibank, U.S. Bank, eBay va PayPal (1.191 trong tong 190 s6 1.974). Nhimg website gia mao dugc luu tru nhieu !that tai Hoa KS , (35%) tiep den la Han Qu6c, Trung Qu6c va Nga. De tranh bi dieu tra, cac website gia mao thuemg hoat dOng trong mOt thai gian ngan, trung binh khoang 6 ngay. Cac cong ty chuyen ve an ninh ten mang nhu VeriSign (verisign.com) va Name Protect (nameprotect.com) dang ph6i hgp trien khai de ngdn chart hinh thirc tan cong nay. Ca hai cong ty nay deu chit dOng nghien ciru cat website (ten mien, ten may chit, cac tang, nhom tin tire, chatroom...) de phat hien cac dau hieu phishing. Nhimg dich va nay dugc cac cong ty nhu MasterCard, cac cong ty ban le va t6 chirc tai chinh ho trg. Khi phat hien cac dau hieu lira dao, nhung thong tin nay dugc chuyen den cac t6 chirc ho trg va cac co, quan quan 15, lien quan. Tuy nhien, cac dich vu nay khong dugc thong bao trkrc tiep den cac khach hang dit la t6 chirc hay ca nhan. Do do, khach hang van can chit dOng ph6ng tranh nhimg vu lira dao Icieu nay. Uy ban Thtrcmg mai Lien bang (FDC-Federal Trade Commision) khuyen cao: - Tranh tra 16i cac thu dien It hay thong diep pop-up yeu cau cung cap thong tin ca. nhan - Tranh giri cac thong tin ca nhan hay tai chinh duai bat ky hinh thirc nao - Kiem tra ky cac thong tin tai khoan va chi tiet mua sam the tin chin hang thong - Sir dung va cap nhat cac phan mem diet virus thtrimg xuyen - Can tong khi ma bat kSr thong diep disc lieu gan kern theo thu dien tit - Giri cac thong bao den FTC v'e cac thong diep bi nghi ng& Kit qua Theo dieu tra cua TO chirc Chting lira dao qua mang (APWG), uac tinh khoang 5% ngu6i sir citing mac phai by phishing. T6ng thiet hai khong dugc th6ng ke chi tiet, tuy nhien den nay van chua c6 quy dinh ctt the xir 1S, cac ke chit muu cua nhtmg At lira dao clang phishing. Ben hQc kinh nghiem Cac m8 hinh thuong mai dien tir deu c6 diem chung la nhieu ben tham gia, sir dung nhieu mpg khac nhau, nhieu img chung va nhieu cc( Sa dU lieu... 191 do do dam bao an toan trong thucmg mai dien tir" eat kho khan. Ke tan ding chi can phat hien ra mOt diem yeu trong toan bO he thong la co kha nang thanh ding. MOt so vu tan ding dai hoi cong nghe va ky nang cao. Tuy nhien, hAu het cac vu tan cong nhu phishing chi can sir dung nhimg ding nghe rat don gian de ddnh vao diem yeti dm con ngueri va cac tap qudn an ninh mpg mai dang hinh thanh. Do da so cac vu tan cong khong tinh vi va phirc tap, nharig quy dinh ro rang ve phang trdnh rui ro trong thucmg mai dien tit se gulp giam thieu dang ke nguy co va thiet hai. 4.4.3. Giai pluip giiim rrii ro trong thuong mgi dien tie cua iPremier Giai thieu ve iPremier Do hai sinh vien tir tnrong UFT da c6 nhieu thanh cong lon trong thuong mai dien tir thanh lap nam 1994 vai ten goi iPremier. Den nay cong ty da la mOt trong hai nha ban le hang du ve nhcmg mat hang sang trong, quy him ten mang. Cong ty co tru se, tai Seattle, Washington. Cong ty c6 Vac dO tang tnrang rat nhanh khoang 50% moi nam, an nam 1999, lgi nhuan dat 2.1 trieu USD tren doanh so 32 trieu USD. Tir khi co phan hod nam 1998, gid co phieu tang gan ba lan. Sau cuOc khung hoang nam 2000, iPremier la mOt trong so rat it cac ding ty thong mai dien tir B2C sang sot va tiep tuc phdt trien. Trong con mat cac nha phan tich, day la mOt mo hinh thanh cong dien hinh trong kinh doanh thucmg mai dien tir. Hau het cac mat hang ding ty kinh doanh CO gid tir 50 den vai tram USD, tuy nhien mOt so"' CO gid hang nghin USD. Cong ty ap dung chinh sdch tra lai hang rat linh hoat theo do cho phdp khdch hang kiem tra ky luang hang hod tuft khi quyet dinh c6 nen mua hay khong. Ithdch hang dm ding t