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TRNG I HC CNG NGHIP TP HCM
MARKETING QUC T
(International Marketing)
TS. PHM DUY HIU
2011
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Chng3:CHIN LC THM NHPTH TRNG TH GII(Entry strategies to World Market)
Mc t iuhctp :
1. Phn tch nhng nhn t nh hng nla chn chin lc thm nhp thtrng th gii.
2. La chn chin lc thm nhp thtrng th gii
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3. 1. Phn tch nhng nhn t anh
hng n la chn chin lc thmnhp th trng th gii.
Chin lc ny l mt h thng:
- Quan im mc tiu nh hng
- Phng thc thm nhp th trng- Chin lc marketing
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C nhiu nhn t nh hng n vic lachn chin lc:
-c im ca th trng mc tiu-c im ca sn phm-c im ca khch hng-c im ca h thng i l- Kh nng v iu kin ca cc doanh
nghip
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3. 2.La chn chin lc thm nhp th trngth gii
3.2.1. Chin lc thm nhp th trng th
gii t san xut trong nc:c cc quc gia ang pht trin trn th giithng vn dng a sn phm thm nhp voth trng th gii thng qua xut khu.
Trong qu trnh pht trin kinh t, phng thc nyc ngha quan trng sau y:
- S to ngun vn cho nhp khu v tch ly
pht trin sn xut trong nc.- Kch thch s tng trng nn kinh t quc gia.
- M rng quy m sn xut, nhiu ngnh nghmi ra i phc v cho xut khu
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- Kch thch cc doanh nghip trong ncimi trang thitb v cng nghsnxut.
-png yu cu cao cathtrngthgiiv yu cusnphm
- Gp phn tch cc nng cao mcsngca nhn dn.
- Tngcngshp tc quct
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3.2.2 Cc hnh thc thc hin chin lc
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a. Hnhthcxutkhutrctip: (Direc tExpor t ing)
Hnh thc ny ihi chnh doanh nghipphi t lo bn trc tip cc snphmcamnh ra nc ngoi.
Xut khu trc tip nn p dng i vinhng doanh nghip c trnh v qui msn xut ln, c php xut khu trctip, c kinh nghim trn thngtrng vnhn hiu hng ha truyn thng cadoanh nghip tng c mt trn thtrngthgii.
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b.Hnhthcxutkhu g intip:(Ind irect Expo rt ing)
Hnh thcxut khu gin tip khng ihis
tip xc trctipgiangi mua nc ngoi vngi sn xut trong nc. bn c snphm ra nc ngoi, ngi sn xut phi nhvo ngihoctchc trung gian c chcnng
xut khu trctip.Do ,xutkhu gin tipthngsdngi
vi cc cssnxut c qui m nh,chaiukinxutkhu trc tip,cha quen bit thtrng, khch hng v cha thng tho ccnghipv kinh doanh xutnhpkhu.
Cc doanh nghip c ththchinxut khu
gin tip thng qua cc hnh thc sau y:
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b.1 Cc cng tyqun lxut khu (EMC)(Export Management Company)
Cng ty qun l xut khu l Cng ty qun trxut khu cho Cng ty khc. Cc nh xut khunhthngthiu kinh nghim bn hng ra nc
ngoi hoc khng kh nng v vn t tchcb my xut khu ring.Do ,hthngphi thng qua EMC xut
khusnphmca mnh.
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b.2 Thng qua khch hng ncngoi (Foreign Buyer)
y l hnh thc xut khu thng quacc nhn vin ca cc Cng ty nhpkhu
nc ngoi. Hhiubitviukincnhtranh trn thtrngthgii. Khi thchinhnh thc ny, cc doanh nghipxutkhu
cn phi tm hiu k khch hng thitlp quan h lm nbnvngvithtrngnc ngoi.
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b .3 Quaythcxutkhu(Expo r t Comm iss ion House)
Nhngngihoctchcy thc thngl i din cho nhng ngi mua ncngoi c tr trong nc ca nh xut
khu. Nh y thc xut khu hnh ng vli ch ca ngi mua v ngi mua trtin y thc. Khi hng ha chun b c
t mua, nh y thc lp phiu t hngvi nh snxut cchn v quan tmn qu trnh xut khu.
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b .4 Qua migiixutkhu(Expo rt B roker)
Mi giixut khuthchinchcnnglin kt gia nh xut khu v nh nhp
khu.Ngi mi giic nh xut khu y
nhim v tr hoa hng.
Ngi mi gii thng chuyn su vomtsmt hng hay mt nhm hng nhtnh.
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b.5 Qua hng bunxutkhu(Expo rt Merchan t)
Hng bun xut khu thng ng ti ncxutkhu v mua hng cangichbinhocnh snxut v sau htiptcthchin ccnghip v xut khu v chu mi ri ro lin
quan nxut khu.Cc nh sn xut thng qua cc hng bun
xutkhu thm nhpthtrngnc ngoi.Phng thc thchinchin lc thm nhp
thtrngthgiitsnxut trong nc l mtchinlccnhiu doanh nghipnc ta sdng.
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3.2.3 Cc chin lc thm nhp th trng thgii t san xut nc ngoi
(Production in Foreign Countries)
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a. Nhngbnquyn ( l icensing)
Theo ngha rng nhng bn quyn l mtphng thc iu hnh ca mt doanh nghipc bn quyn (Licensor) cho mt doanh nghipkhc, thng qua vich (licensee) csdngcc phng thc sn xut, cc bng sng ch(patent), b quyt cng ngh (know-how), nhnhiu (trade mark), tc quyn, chuyn giao cng
ngh (transfer engineering), tr gip k thuthoc mt vi k nng khc ca mnh v cnhntinvbnquynth (Royalty).Nhnguim v nhcim sau:
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a.1uim:Doanh nghip c bnquyn (Licensor) thm nhp
thtrngvimcri ro thphoc c th thm nhp
th trng m bhnchbihnngchnhpkhu,thunhpkhu cao.
Doanh nghip cbnquyn (Licensee) c ths dng cng ngh tin tin hoc nhn hiu ni
ting. Tsnxut snphm c chtlng cao tiu th trong nc v xutkhu.
a.2Nhcim:Doanh nghip c bnquyn t kim sot c
bn cnhngbnquyn so vivictthit lpra cc cxngsnxut do chnh mnh iu hnh.
Khi hp ng nhng bn quyn chm dt,doanh nghip c bn quyn c th to ra mt
ngicnh tranh mivi chnh mnh.
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b. Sn xut theo hp ng ( ContractManufactur ing)
Sn xut theo hp ng l s hp tc hoc
ch to hoc lp rp sn phm do nh sn xutthc hin th trng nc ngoi (gia cng)Hnh thc ny c nhng u im v nhc
im sau:
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b .1u im:Cho php doanh nghip thm nhp th trng th
gii ri ro t hn cc hnh thc khc.
Khai thc mnh sn phm mi th trng mi.Trnh c nhng vn nh vn u t, lao
ng, hng ro thu quan v phi thu quan.To ra s nh hng ca nhn hiu ti th trng
mi.Gi thnh sn phm c th h nu gi nhn cng,
gi nguyn vt liu ti ni sn xut thp.b .2Nhc im:
Doanh nghip t kim sot quy trnh sn xut nc ngoi.
Khi hp ng chm dt, doanh nghip c th tora mt nh cnh tranh mi vi chnh mnh.
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c. Hot ng lp rp (Assembly operations)Hot ng lp rp th hin s kt hp gia
xut khu v sn xut nc ngoi. Mun cnhng thun li trong sn xut nc ngoi,mt s doanh nghip c th lp c s hot nglp rp nc ngoi. Trong trng hp ny, cc
doanh nghip ch xut khu cc linh kin ri ranc ngoi, nhng linh kin s c lp rp thnh mt sn phm hon chnh. Bng cchxut cc linh kin ri c th tit kim cc khonchi ph v chuyn ch v bo him. Hot nglp rp cng c th tn dng vi tin lung thp,t cho php gim chi ph sn xut, h gi
thnh sn phm.
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d. Hp ng qun tr (Management Contracting):
y cng ty ni a cung cp b quyt qun trcho mt cng ty nc ngoi di dng xut khudch v qun tr, ch khng phi xut khu snphm.e. L in doanh (Jo in t Venture)
L mt t chc kinh doanh trong hai hoc nhiubn c chung quyn s hu, quyn qun l, iuhnh hot ng v c hng cc quyn li v ti
sn.
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f. u t trc tip (Direct Investment)Khi mt doanh nghip c kinh nghim v
xut khu v nu th trng nc ngoi ln,th h lp c s sn xut nc ngoi. iu ny
s mang n nhng u im nht nh nh: titkim chi ph vn chuyn, to ra sn phm thchhp vi th trng nc ngoi, kim sot honton sn xut kinh doanh ...
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3.2.4. Phng thc thc hin chin lcthm nhp th trng th gii ti khu thngmi t do:
Ngoi 2 phng thc thc hin chin lc thmnhp th trng th gii trn, cc doanh nghipxut khu cn c th thm nhp th trng
thng qua cc hnh thc nh: c khu kinh t (Special Economic Zone) Khu ch xut (Export Processing Zone) Khu thng mi t do (Free Trade Zone)
Phng thc ny c ngha quan trng l: Khisn xut ti c khu kinh t, khu ch xut, ccdoanh nghip s tn dng c nhng li thnh: min gim cc loi thu, chi ph thu mn
nh ca, nhn cng thp.
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Qua phn tch cc phng thc thm nhp th
trng th gii chng ta c th khi qut u vnhc im ca tng phng thc nh sau:1. Phng thc thm nhp th trng th
gii t sn xut trong nc:
1.1 u im: To ngun vn ngoi t p ng nhu cunhp khu v tch ly pht trin sn xut.
Khai thc tt tim nng ca t nc trn
c s lin h vi th trng th gii . L phng thc truyn thng, d thc hnh
i vi cc doanh nghip va v nh.
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1.2 Nhc im: Ph thuc vo quota nhp khu ca ncngoi.
Gp phi hng ro quan thu v phi quan
thu ca nc ngoi. Cha linh hot trong thng mi quc t. Ph thuc nhiu vo h thng phn phiti nc ngoi.
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2. Phng thc thm nhp th trng th
gii t sn xut nc ngoi:2.1 u im:
Tn dng th mnh ca nc s ti gim gi thnh sn phm.
Khc phc hng ro thu quan v phiquan thu. S dng c th trng nc s ti (chnh)
Chuyn giao c cng ngh, k thutsang nhng quc gia chm pht trin.
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2.2 Nhc im: Nu c s bt n v kinh t v chnh tr nc s ti, cc doanh nghip (nh u t) cth b ri ro. i hi doanh nghip phi c vn ln vkh nng cnh tranh cao. i hi doanh nghip phi nghin cu kth trng mi ca nc s ti.
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3. Phng thc thm nhp th trng th giiti vng thng mi t do:
3.1 u im: Tn dng mt s ch u i v thu,gi nhn cng, lao ng Thun li cho cc hot ng tm nhp ti
xut gia cng ch bin do th tc xut nhp khud dng. D dng a cng ngh v thit b mivo hot ng. Thun li trong vic t chc hi ch trinlm, hi ngh khch hng.
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3.2 Nhc im: i hi doanh nghip phi c vn v khnng cnh tranh cao u t vo khu ch xut,
c khu kinh t. Cn tm kim th trng tiu th ti qucgia ch nh v ti xut ra quc gia th ba. C th ri ro do chi ph dch v ti ch cao.
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KT LUNTrn c s xc nh cc chin lc thm nhp
th trng th gii , cc doanh nghip xut nhp
khu phi thit lp chin lc marketing mixnhm m bo cho chin lc thm nhp thtrng th gii c th thc hin t hiu qu cao