TTDA: Proposing a model to improve communication effectiveness for traditional markets in Cam Ranh (Applicable to the footwear industry at the New Market)

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Nguyen Vu Thien Ngan 2. Gender: Female

3. Date of birth: March 29, 2000

4. Place of birth: Khanh Hoa

5. Decision on student admission No. 5626/QD-XHNV dated December 29, 2023, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process: None

7. Project Title: Proposing a Model to Improve Communication Effectiveness for Traditional Markets in Cam Ranh (Applied to the Footwear Sector at the New Market)

8. Major: Journalism and Media Management; Code: 8320109

9. Scientific supervisor:

Dr. Phan Quoc Hai, Faculty of Science – Hue University;

Dr. Le Thi Duong, Faculty of Social Sciences and Humanities – Vietnam National University, Hanoi

10. Summary of project results:

Firstly, the project is based on the context of traditional markets in general, and the Cam Ranh New Market in particular, facing a decline in customer numbers, especially in the footwear sector. Recognizing the prolonged sluggish sales and the limitations in communication capabilities of small traders highlights the need to develop a suitable communication model to support them in improving their customer reach.

Secondly, the project involves designing and implementing a pilot communication campaign titled "Have you bought sandals yet, beautiful lady?" for the footwear industry at Cho Moi Market. The campaign includes direct point-of-sale communication activities combined with digital communication, aiming to test the feasibility and effectiveness of the message's dissemination in practice.

Thirdly, based on the results collected from the pilot campaign, the project conducts an impact analysis, identifying strengths, weaknesses, and practical implementation conditions. From these analyses, the project proposes a model to improve communication effectiveness that can be applied to similar product categories in traditional markets of type II, contributing to supporting small traders in maintaining their business operations and strengthening the image of traditional markets in the current context.

11. Practical applications:

The project provides a communication model that is friendly to small traders, thanks to solutions that are easy to implement, low-cost, and suitable for the specific characteristics of traditional market operations.

12. Future research directions:

Continue to expand testing of the proposed communication model across other product categories and adjust it based on practical feedback, in order to gradually refine the communication model framework for traditional markets.

13. Published works related to the project: None.

INFORMATION ON PROJECT

1. Full name: Nguyen Vu Thien Ngan+2. Sex: Female

3. Date of birth: March 29, 2000 4. Place of birth: Khanh Hoa

5. Admission decision number: 5626/QD-XHNV Dated: December 29, 2023

6. Changes in academic process:

7. Official project title: Proposed Model for Enhancing Communication Effectiveness in Cam Ranh's Traditional Markets: The Case of the Footwear Sector in Moi Market

8. Major: Media Management 9. Code: 8320109

10. Supervisors: PhD. Phan Quoc Hai, PhD. Le Thi Duong

11. Summary of the findings of the project:

First, the project is grounded in the context in which traditional markets in general, and Moi Market in Cam Ranh in particular, are experiencing a decline in customer volume, especially within the footwear sector. The recognition of prolonged stagnation alongside the limited communication capacity of local vendors demonstrates the necessity of developing an appropriate communication solution to enhance customer reach and improve business performance for these vendors.

Second, the project designs and implements the pilot communication campaign “Have you bought your sandals yet, beautiful?” for the footwear sector at Moi Market. The campaign integrates on-site communication activities with digital communication components in order to test the deliberations and dissemination effectiveness of the message in real-world conditions.

Third, based on the results collected from the pilot campaign, the project analyzes its level of impact, identifies strengths, limitations, and contextual conditions for implementation. From these analyses, the project proposes a communication effectiveness model applicable to similar product categories within Type-II traditional markets, thus contributing to supporting vendors in sustaining their business operations and strengthening the public image of traditional markets in the current context.

12. Practical applicability:

The project provides a vendor-friendly communication model, built upon solutions that are easy to implement, low-cost, and well-suited to the operational characteristics of traditional markets.

13. Further research directions:

Continue expanding the pilot implementation of the proposed communication model to other product categories and refine it based on practical feedback, thereby progressively completing a communication framework tailored to the characteristics of traditional markets.

14. Thesis-related publications: None