Các yếu tố cần thiết để phát triển nguồn nhân lực nghiên cứu marketing trong cuộc cách mạng công nghiệp 4.0
INTERNATIONAL CONFERENCE: DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES
IN VIETNAM IN THE CONTEXT OF INDUSTRIAL REVOLUTION 4.0
REQUIRED FACTORS FOR THE DEVELOPMENT OF MARKETING
RESEARCH HUMAN RESOURCE DURING THE INDUSTRIAL
REVOLUTION 4.0
Nguyen Thi Nhung and Nguyen Thi Van Anh,
Academy of Finance
Abstract:
The digital revolution 4.0 brings great changes to the way business operates and
organizes. The appearance of digital techniques/tools helps marketing research managers
to increase productivity, to detect problems earlier, and to solve them more efficiently and
optimally. Marketing researchers who want to interact with and master modern technology
devices need to learn and integrate new skills. In this sense, the revolution brings
marketing researchers both great opportunities and challenges. The paper outlines the key
challenges facing marketing researchers and propose solutions to improve the quality of
marketing research human resources for businesses.
Key words: digital revolution 4.0, marketing research, human resources, quality
CÁC YẾU TỐ CẦN THIẾT ĐỂ PHÁT TRIỂN NGUỒN NHÂN LỰC NGHIÊN CỨU
MARKETING TRONG CUỘC CÁCH MẠNG CÔNG NGHIỆP 4.0
Tóm tắt:
Trong những năm vừa qua, thành tựu của cuộc cách mạng 4.0 sẽ thay đổi cả về chất
và lượng các lĩnh vực ngành nghề. Những công việc mang tính chất rập khuôn, lặp lại đơn
giản sẽ dần được robot đảm nhiệm, tính tự động hóa trong các dây chuyền sản xuất được
chú trọng và đẩy mạnh hơn trước. Năng suất lao động trong các lĩnh vực ngành nghề trong
đó có lĩnh vực nghiên cứu Marketing sẽ tăng lên, các vấn đề quản trị Marketing nói riêng
và quản trị kinh doanh nói chung được phát hiện sớm, giải quyết nhanh chóng và đạt hiệu
quả tối ưu. ối cảnh đặt ra buộc người làm nghiên cứu Marketing muốn tiếp xúc và làm
chủ các thiết bị công nghệ kĩ thuật hiện đại cần phải học hỏi, hội nhập để kiểm soát thành
tựu mà cuộc cuộc cách mạng mang lại. Có thể nói cách mạng công nghiệp 4.0 đang mang
đến cho nhân lực nghiên cứu Marketing của doanh nghiệp những cơ hội và thách thức lớn.
Từ khóa: Cách mạng công nghiệp 4.0, chất lượng nguồn nhân lực, nghiên cứu
marketing.
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1. Introduction
The ongoing Industrial Revolution 4.0 is bringing dramatic changes in the way
production is made. Revolution 4.0 is a combination of physical and digital applications to create
the Internet of Things (IoT), from which it can connect the real and virtual world through a
system of machines and the Internet. Now thanks to IoT, the entire production process of an
enterprise can be managed and covered by administrators even when they are at home. This has
greatly reduced the costs of transportation, transactions, research and development, logistics, and
customer service. Therefore, technology is considered an attractive investment area as well as a
positive impact on other potential fields, especially digital technology and the Internet. With the
remarkable progress that the 4.0 revolution brings, the simple and repetitive tasks will gradually
be taken by robots, the automation in production will be focused and promoted more than before.
Meanwhile, labor productivity in fields including marketing research will increase. Automation
will help marketing management in particular and business management, in general, to detect
problems early and solve them quickly and optimally. Marketing researchers who want to
interact with and master modern technology devices require them to learn and integrate to
control these types of tools. The revolution brings marketing research great opportunities and
challenges.
2. Revolution 4.0 and challenges with the quality of marketing research human resources
in enterprises.
The Resolution of the 12th Plenum of the Party Central Committee emphasized:
"Developing human resources, especially high-quality human resources, taking advantage of
opportunities and achievements of the Fourth Industrial Revolution". The Industrial Revolution
4.0 is creating a strong and extensive development in all different sectors of society, especially a
step to create momentum for improving the quality of human resources to adapt to unpredictable
changes of the 4.0 revolution. The question is to determine the ability and training needed, from
which the training institutions will improve the quality of planning, regular forecasts and provide
information on the human resources needs of society, businesses, and locals. Based on that, they
can adjust the scale, industry structure, profession, and training level accordingly.
During recent years, with the development and effective support of science and
technology, the competitiveness of enterprises has increased dramatically. The impact of many
factors requires businesses to make accurate decisions in production and business activities.
Therefore, the requirement for information as a basis for managers to make decisions increases
both in quantity and quality. At the same time, with customers becoming more and more
demanding, the demand for information is more diverse. As competitors become stronger,
managers need to make more precise, efficient, and responsive decisions. At that time, all
information needs to be collected in the most accurate, reasonable and valuable way because the
scientific and accuracy of decisions directly affect the existence and development of enterprises.
And this urges the quality of human resources for marketing research activities to be improved in
the 4.0 revolution. The situation of information analysis and information technology applications
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INTERNATIONAL CONFERENCE: DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES
IN VIETNAM IN THE CONTEXT OF INDUSTRIAL REVOLUTION 4.0
The Marketing research information system plays an important role in producing
information for the effective decision-making of administrators. However, awareness and
application of marketing research activities in businesses have not been focused on. Of the 64
units participating in the survey, up to 47 enterprises did not organize marketing research
activities. This greatly affects the efficiency of the decision-making of managers when making
business decisions.
In enterprises operating in data processing, information technology has not yet been
applied to create valuable information for administrators, marketing research human resources
have not had appropriate interaction. with information technology application accounting for
84.38% high proportion.
Table 1: The situation of applying information technology of human resources in
marketing research of enterprises
Result
Content
Votes %
No;
Yes
47
17
73.44
26,56
Enterprises conducting marketing research
activities
No technology applications 11
Application of modern
17.18
Marketing data processing research activities
technology
53
10
54
82.82
15.62
84.38
Fit
Interaction between human resources and
information technology applications
Inappropriate
(Source: Author Survey, 2019)
According to the American Marketing Association - AMA, 2004, Marketing Research is
a systematic process of collecting and analyzing data on issues related to marketing activities on
goods and services. Thus, it can be seen that the nature of marketing research is the activities of
collecting, analyzing and processing necessary information systems to serve the development of
marketing strategies as well as decision-making of managers. Human resources for marketing
research of enterprises are well-trained labor resources of industry-specialized knowledge, study,
and work in the field of business. This is an important and growing human resource in the
development of the economy in general and enterprises in particular.
A lot of common products today 30 years ago could not be found. Today, the impact of
the 4.0 revolution has given rise to more and more results, and the time from new ideas to
successful implementation is being shortened quickly. Therefore, for employees doing marketing
research, it is necessary to firmly grasp the acceleration and development of science and
technology. Scientists are working on a series of very strange new technologies that will
revolutionize products and manufacturing processes. The most special research is being
conducted in the fields of biotechnology, solid electronics, robotics, and materials science.
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Scientists are studying more effective ways to cure AIDS, painkillers, housework robots,
absolutely safe contraceptives, and delicious, nutritious non-fat foods. Besides, scientists also
study fiction products, such as flying cars, three-dimensional television, and buildings in the
universe. In any case, the challenge is not only technical but also commercial, that is, developing
affordable options for those products. As products become more and more complex, the public
needs to be sure of safety. The public authorities have also increased their authority over the
inspection and prohibition of potentially unsafe products.
When conducting marketing research and application activities, it is important to
understand how the technological environment is constantly changing and understanding how
these new technologies can serve human needs. They need to work closely with those who do
research and development to encourage them to do more market-oriented research. They must be
alert to the unintended consequences of any innovation that could damage the user and create
consumer distrust and opposition.
Challenges for human resources in marketing research, the effectiveness of research
activities depends on the level of the research team. The professionalism in research activities,
good professional competence, the attitude of working and marketing are factors that help
marketing researcher to improve values. Even when businesses hire outside market research
organizations to conduct their research, marketing staff and employees still play a crucial role. If
the company has a high-quality marketing team, it will take full advantage of the partners'
intelligence effectively. Conversely, when the marketing level of officials in enterprises is not
high, they will not appreciate the research results provided by partners. Therefore, it is difficult
to discover which information or evaluation results of partners are not appropriate.
3. Some solutions to improve the quality of Marketing research human resources to meet
the requirements of the 4.0 revolution
Overcoming weaknesses in marketing research and improving marketing research results
for the application in production and business activities requires building a professional
workforce in research activities. Improving the level of human resources for marketing research
requires the quality of input in the recruitment process and building a periodic evaluation scale in
training and training marketing research staff. To accomplish this; businesses should focus on
several basic solutions:
First: Training human resources from the leading universities in the country and abroad.
Businesses closely associate with economic schools to be able to select professional
marketing staff since they were students of universities. Invest in developing talents and
professional capacity for students, conduct periodic inspections and assessments through
research activities that enterprises implement.
Second: Collaborate with leading experts, Marketing lecturers in universities.
Inviting experts, leading lecturers of universities on training, improving professional
qualifications for Marketing research staff of enterprises. Collaborate with them in planning and
implementing marketing research plans in practice.
Third: Develop a competency evaluation scale for Marketing Research staff periodically
according to certain standards
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INTERNATIONAL CONFERENCE: DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES
IN VIETNAM IN THE CONTEXT OF INDUSTRIAL REVOLUTION 4.0
Assessing the competence of research staff is a necessary activity, but it is necessary to
achieve high efficiency. The evaluation criteria are reasonable and suitable to the actual situation
of the research work. To have a basis for training and evaluation, business managers need to
build a system of specific and appropriate standards:
First, perseverance: Most of the time, the research work analyzes the collected data in a
detailed, careful and meticulous manner. Therefore, people who do research need to have a high
concentration and perseverance at work.
Second, build good communication skills to be able to exploit information in research and
present, explain and consult research results before administrators, thereby improving the quality
of results.
Third, there must be a wide understanding of many fields, ensuring professional
knowledge and a large amount of social knowledge when conducting large-scale research. In
addition to knowledge about customers, markets, competitors, distribution channels, consumer
trends, the marketing researcher needs to be trained in psychology, economics, sociology,
languages. He, anthropology, mathematics, statistics, to improve the effectiveness of research
and application of Marketing results. This requires research staff to regularly learn and cultivate
specialized knowledge and social knowledge.
Fourth, the ability to work under good pressure, in addition to personal work, they must
coordinate joint work. Therefore, the ability to withstand pressure is very important: time
pressure, pressure from the administrator, pressure on customers, pressure from competitors, and
so on.
4. Conclusion
Marketing research is an important basis to help businesses guide the strategy of
innovation, innovation, and enhance the adaptability of products to the needs of the market,
helping businesses build a business development strategy, effective market, and competition
strategy. Marketing research human resources in the 4.0 revolution will be the key to help
businesses open the way to markets and customers successfully. It is important that the
Marketing research human resources need to acquire and master the technology that the 4.0
revolution created to support businesses effectively in business operations.
References
1. National program on technology application in state agencies' operation for the period 2016-
2020.
2. Dr. Dao Thi Minh Thanh and MA. Nguyen Son Lam, 2010, "Marketing research", Finance
publishing house.
3. Dr. Dao Thi Minh Thanh and MA. Ngo Minh Cach, 2013, "Marketing Management", Finance
publishing house.
4. Nguyen Hong Minh (2016), "Industrial Revolution 4.0 and the issues raised for the vocational
education system", website of Labor Ministry, 8th December 2016.
5. Kotler, P, Armstrong, G.1990. Principles of Marketing, Prentice hall of India Pritave Limited.
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