Các yếu tố ảnh hưởng đến sự phát triển của tiếp thị kỹ thuật số ở các doanh nghiệp Việt Nam=The factors affecting the development of digital marketing in Vietnamese businesses

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Tác giả: Thế Hiển Huỳnh, Thế Vinh Huỳnh, Thị Phương Thảo Nguyễn, Văn Toại Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Phát triển và Hội nhập, 2024

Mô tả vật lý: tr.66-74

Bộ sưu tập: Metadata

ID: 483788

Thêm vào giỏ

Nghiên cứu này nhằm mục đích xác định và phân tích các yếu tố ảnh hưởng đến sự phát triển của Tiếp thị kỹ thuật số trong các doanh nghiệp Việt Nam. Thông qua việc kết hợp phương pháp nghiên cứu định tính phỏng vấn sâu với 15 chuyên gia và lãnh đạo doanh nghiệp và định lượng khảo sát trực tuyến với 300 đại diện của các doanh nghiệp thuộc nhiều ngành nghề, quy mô và vùng miền khác nhau trên cả nước, kết quả cho thấy có 6 nhóm yếu tố chính tác động đến việc áp dụng và hiệu quả của Tiếp thị kỹ thuật số, bao gồm: (1) Nhận thức và kiến thức về Tiếp thị kỹ thuật số của lãnh đạo doanh nghiệp, (2) Nguồn nhân lực và kỹ năng chuyên môn, (3) Ngân sách đầu tư cho Tiếp thị kỹ thuật số, (4) Hạ tầng công nghệ thông tin và truyền thông, (5) Thị trường và hành vi người tiêu dùng, và (6) Chính sách và quy định của nhà nước. Trong đó, nhóm yếu tố về nhận thức và kiến thức của lãnh đạo, nguồn nhân lực và ngân sách được đánh giá là có tác động mạnh nhất. Dựa trên kết quả này, nghiên cứu đề xuất một số giải pháp chính nhằm thúc đẩy phát triển Tiếp thị kỹ thuật số bền vững cho các doanh nghiệp Việt Nam như tăng cường đào tạo nhận thức và kỹ năng cho lãnh đạo và nhân viên, ưu tiên đầu tư ngân sách, xây dựng hạ tầng công nghệ hiện đại, và hoàn thiện khung pháp lý hỗ trợ từ phía Chính phủ.This study aims to identify and analyze factors affecting the development of Digital marketing in Vietnamese businesses. Through combining qualitative (in-depth interviews) and quantitative (survey) research methods, the results show that there are 6 main groups of factors affecting the application and effectiveness of Digital marketing, including: (1) Awareness and knowledge of Digital marketing of business leaders, (2) Human resources and professional skills, (3) Investment budget for Digital marketing, (4) Information technology infrastructure and communications, (5) Market and consumer behavior, and (6) Government policies and regulations. Among them, the factor groups of awareness and knowledge of leaders, human resources and budget are considered to have the strongest impact. Based on these results, the study proposes a number of key solutions to promote sustainable Digital marketing development for Vietnamese businesses such as enhancing awareness and skills training for leaders and employees, the first priority. budget investment, building modern technological infrastructure, and completing the legal framework for support from the Government.

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1. Đọc trực tuyến

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