Analysis of online communication activities of Gia Bao music training center

HUE UNIVERSITY HUE UNIVERSITY OF ECONOMICS FACULTY OF BUSINESS ADMINISTRATION

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GRADUATION THESIS COURSE

ANALYSIS OF ONLINE MEDIA ACTIVITIES FOR GIA BAO MUSIC TRAINING CENTER

Teacher guides

MSc. Nguyen Thi Thuy Dat

Students perform

Name: Nguyen Thi Trien Class: K51B Marketing Course: K51

Hue, January 2021

THANK YOU

First of all, I would like to express my deep gratitude to the teachers at the Faculty of Business Administration - Hue University of Economics for imparting valuable knowledge to me during four years of studying and practicing at the school. .

I would like to sincerely thank my supervisor, Ms. Nguyen Thi Thuy Dat, for her dedicated guidance, editing, and comments, and thanks to her, I was able to complete this graduation thesis.

In addition, I would also like to send my sincere thanks to the Board of Directors of Gia Bao music training center for creating favorable conditions for me to practice at the center, to be exposed to reality, to immerse myself, Strive and develop with the company.

With limited knowledge, experience and time, the thesis will inevitably have shortcomings. I look forward to receiving valuable feedback from you and the Council so that I can learn from it. experience on the path of future study and work.

Finally, I would like to wish the teachers and those working at Gia Bao Music Training Center good health and success in work and life.

Thank you sincerely!

TABLE OF CONTENTS

LIST OF TABLES v

LIST OF DRAWINGS vi

LIST OF ABBREVIATIONS vii

PART I: INTRODUCTION 1

1. Reasons for choosing the topic 1

2. Research objectives 2

3. Research object and scope of research 2

4. Research methods 3

4.1 Data collection method 3

4.2. Data analysis and processing methods 3

4.2.1 Descriptive statistical method 4

4.2.2 Evaluation scale 5

4.2.3 Testing One Sample T Test 5

5. Research process 6

6. Topic structure 6

PART II: RESEARCH CONTENT AND RESULTS 8

CHAPTER 1: SCIENTIFIC BASIS OF THE RESEARCH PROBLEM 8

1.1 Theoretical basis for Online Marketing 8

1.1.1 Overview of Digital Marketing 8

1.1.1.1 Concept of digital marketing 8

1.1.1.2 Role of Digital Marketing 8

1.1.1.3 Digital marketing channels 10

1.1.2 Overview of online marketing 11

1.1.2.1 Concept of online marketing 11

1.1.2.2 The role of online marketing 11

1.1.2.3 AIDA marketing communication model 12

1.1.2.4 AISAS cognitive model 13

1.1.2.5 Forms of online marketing 16

1.1.2.6 Comparison between online marketing communications and traditional marketing 21

1.2 Practical basis 22

1.2.1 Online marketing activities of Vietnamese businesses today 22

1.2.1.1 Internet usage situation in Vietnam 22

1.2.1.2 Online marketing activities of Vietnamese businesses today 23

1.2.2 Current status of online communication activities of businesses in Thua Thien Hue area 24

1.3. Proposed research model 25

CHAPTER 2: CURRENT STATUS OF MARKETING ACTIVITIES OF GIA BAO MUSIC TRAINING CENTER 26

2.1 General introduction to Gia Bao 26 music training center

2.1.1 History of formation and development 26

2.1.1.1 Gia Bao Music Training Center 26

2.1.1.2 Some details about Gia Bao Event – Media Co., Ltd. 27

2.1.2 Vision, mission and core values of Gia Bao 27 music training center

2.1.3 Organizational structure 29

2.1.4 Personnel situation 30

2.1.5 Facilities 30

2.1.6 Products and services of Gia Bao Music Electronic Center 31

2.1.7 Business performance of Gia Bao 33 music training center

2.2 The effectiveness of online communication activities of Gia Bao 35 music training center

2.2.1 Current status of online communication activities the company has deployed 35

2.2.1.1 Objectives of marketing activities 35

2.2.1.2 Human resources for implementation 36

2.2.1.3 Online communication channels of Gia Bao music training center..36

2.3 Customer reviews of Gia Bao music training center company's online communication 44

2.3.1 Research model 44

2.3.2 Characteristics of the research sample 46

2.3.3 Statistics describing the level of awareness of popular campaigns and communication channels

................................................................ ................................................................ ...................................52

2.3.4 Customer reviews for the youtube channel and fanpage of Negative E-TT

Gia Bao music is built based on the AISAS model. 55

2.3.4.1 Test the scale using Cronbach's Alpha coefficient 55

2.3.4.2 Use One sample T-Test to check the customer's level of agreement

customers for online communication implementation elements according to the AISAS model. 56

2.3.5 The impact of online communication channels on customers' cognitive behavior.64 2.4 Conclusion 67

CHAPTER 3: SOLUTIONS TO IMPROVE THE EFFICIENCY OF ONLINE MEDIA ACTIVITIES AT GIA BAO 68 MUSIC TRAINING CENTER

3.1. Basis for solutions 68

3.1.1. Center orientation 68

3.1.2. Current status of online communication activities at Gia Bao music training center through customer reviews. 68

3.2. Solution 70

3.2.1 Suggestions on management issues 70

3.2.2 Proposals on human resources issues 70

3.2.3 Proposals on developing communication content 71

3.2.4 Suggestions on improving online communication channels Gia Bao fanpage Music & Arts Performing Academy - GBM&A 71

PART III: CONCLUSION AND RECOMMENDATIONS 73

1. Conclusion 73

2. Recommendation 73

2.1 For Gia Bao 73 music training center

2.2 For Gia Bao 74 LLC

LIST OF TABLES

Table 1: Digital marketing channels 11

Table 2: Differences between online marketing and traditional marketing. 21

Table 3: Facilities of Gia Bao 30 Electronic Music Center

Table 4: Business situation of Gia Bao Music Electronic Center in the period 2017-2018 34

Table 5: Marketing costs of Gia Bao music e-center in the period 2017-2019 35

Table 6: Activities on the fanpage of Gia Bao 37 Electronic Music Center

Table 7: Recent promotions 39

Table 8: Videos uploaded to Gia Bao Entertainment channel. 44

Table 9: Evaluation criteria according to the AISAS 44 model

Table 10: Characteristics of the study sample. 47

Table 11: Characteristics of the survey sample for students' parents 49

Table 12: Statistics of courses currently participating, purpose and time of participating in courses of survey subjects. 50

Table 13: Statistics describing communication channels that customers know about Gia Bao 52 center

Table 14: Statistics describing customer intent according to fanpage/youtube page 53

Table 15: Statistics describing the level of interest in different types of information on the company's fanpage 54

Table 16: Cronbach's Alpha test for variable groups in the AISAS 56 model

Table 17: Customer evaluation of variables belonging to the Attention - Attraction factor group.

………………………………………………………………………………………...57

Table 18: Customer evaluation of variables belonging to the factor group Interest - Attractiveness58 Table 19: Customer evaluation of variables belonging to the factor group Search - Search ..60 Table 20: Customer evaluation of variables belongs to the factor group Search - Search ..61 Table 21: Customer evaluation of variables belonging to the factor group Share - share 63

Table 22: Satisfaction level of students and parents after choosing a secondary school

Gia Bao music training center (person) 64

Table 23: Customers' intentions after studying at Gia Bao 65 Electronic Music Center

LIST OF DRAWINGS

Figure 1: AIDA Marketing communication model 12

Figure 2: AISAS 14 model

Figure 3: Statistics of social networks with the largest number of users in the world 17

Figure 4: Social networks with the largest number of users in Vietnam (%) 18

Figure 5: Statistics on the proportion of people using electronic devices in Vietnam 22

Figure 6: Logo of Gia Bao Music Electronic Center. 26

Figure 7: Organizational structure of Gia Bao Music Center. 29

Figure 8: Fanpage of Gia Bao 37 music center

Figure 9: Image of the full moon festival. 41

Figure 10: Representative image of channel 43

Figure 12: Fanpage "Brain hack 1500 English words" 72

LIST OF ABBREVIATIONS

Abbreviation

Explain
Publishing House	Publishing company
People's Committee	People's Committee
DN	Enterprise
GBM&A:	Gia Bao Music & Arts
Electronic information	Training center

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