Md HlNH HfiNG KHONG Giri ft€

Md HlNH HfiNG KHONG Giri ft€ 6 CHAU AU VA BAI HOC KINH NGHICM CHO VICT NAM

Nguyen Thi Tird'ng Anh*

Tom tat: Bdi viit gidi thiiu md hinh kinh doanh hdng khdng gid re tgi chdu Au, nai xip hdng ddu thi gidi vi sd luang hdng khai thdc, sd lugng chuyin bay cung nhu sd lugng hanh khdch. Ba hdng diin hinh dugc nghien cuu trong bdi Id Ryanair, EasyJet vd Flybe. Ddc diem chung ndi bdt cua ba hdng ndy la tim moi cdch di gidm chi phi van hdnh, qua dd gidm gid ve xudng muc thdp nhdt cd the so vdi gid cua cdc hang hdng khdng truyin thong khdc. Tuy nhien, trong khi Ryanair tap trung khai thdc nhicng dudng bay mdi de trdnh cgnh tranh, EsayJet lgi chit trgng vdo nhdm khdch hdng thuang gia vd quan tdm den vdn di bdo ve moi trudng cdn Flybe chuyen cha khdch theo mgng du&ng bay diim ndi diim vd dp dung triet di viic bdn ve true dip qua mgng. Ddy se Id nhUng bdi hgc Mnh nghiem trong viic phdt triin thi trudng hdng khdng gid re a Viet Nam.

Tir 6a: hdng khdng gid re, chduAu, chi phi thdp, tiit kiim

Khai niem hdng khdng gid re (HKGR) hay con gpi la hang khdng chi phi thdp ngdy nay khong cdn xa lg ddi vdi nhilu ngudi. So vdi lich sft tdn tai ban 100 nam cua nganh hdng khdng ndi chung, thdi gian ton tgi cua logi hinh van chuyen nay chua phdi la nhieu nhung da tgo ndn nhftng thay dli ddy dn tupng ttong ngdnh van chuyin hang khdng. Khi ndi den sy phat triln ciia HKGR, khdng the khdng kd ddn khu vyc chau Au, khu vyc cd nhilu hang HKGR nhdt thi gidi. Khu vuc ndy khdng chi ndi bdt vl lich sft hinh thanh va phat trien eua logi hinh vdn chuyin HKGR ma cdn ndi bat vl ca sd lupng cac hdng khai thae, sd lupng chuyen bay ciing

nhu sd lupng hdnh khach su dung dich vu cua eac hang HKGR. Ddn ddu trong vide cung cap dich vy HKGR d chau Au la Ryanair vd easyJet, ngoai ra cdn rdt nhieu hang khac nhu Flybe, Air Berlin, Air Baltic, SkyEurope, Virgin Express, Wizz Air...

1. SiJr phat trien cua dich viji hang khdng gia re tai chau Au

Cd thd ndi su phat triln HKGR tgi chdu Au da dien ra mpt each vd cimg mgnh me, nhat la sau khi Hiep ude Md cfta bdu trdi Chau Au dupc ky kdt vdo ndm 1992. Trong sd cac qudc gia cd HKGR boat dpng tten todn thd gidi thi cd din gdn mpt nfta ndm d chau Au. Theo ETN , ttang web chuyen

' TS, Tru-tmg £>H Ngoaii thuffng ' http.//www.etn.nl/lcostair.htm

\JnS- hinh. hang, khong gia «e... 75

cung edp tiidng tin v l cae hdng HKGR, hien

cd khoang 60 hang HKGR dang hogt ddng

tren khap chdu Au.

Mac dd cd mot sd it hang HKGR khai

thdc lien lyc dia nhu LTU, Condor,

Martinair, Flyglobespan, Silverjet... nhung

ve CO ban cdc hang HKGR chau Au vln

trong dpi chft ydu vao lupng khach di lai

trong npi dia chau luc nay. Cac sd lieu thdng

kd cho thdy tde dd tang trudng khach di lgi

giua cac nudc chau Au tang trung binh 5,1%

m§i ndm, thap han nhieu so vdi ndng lue van

chuyen cua cac hdng HKGR^. Trong cdc

qudc gia chau Au, Anh cd sd lupng chuydn

bay cua HKGR di/den nhidu nhat. Nudc

Phap cd sd luong chuyen bay gid re khdng

ldn bdi ban than nudc nay khdng cd mdt

hang HKGR nao ttong khi he thong tau hda

tdc dd eao lgi qua phat tridn.

Trudc ap luc canh ttanh gay gdt cac hang

HKGR gay ra trdn mpt thi trudng van tai

hdng khdng vdn duoc coi la im thd cua minh,

cac hang hang khdng truyen thdng tgi chau

Au dang phai didu chinh lai cdc moi quan hd

nhdm khdng dinh vi thi vdn cd. Dau thang

5/2004, Air France da chinh thuc ndm gift

90% cd phdn cua KLM va hinh thdnh nen

mdt hdng hang khdng Air France - KLM co

doanh thu ldn nhdt thi gidi. Ngoai ra, cac

hang hdng khdng truyen thdng cung tinh ddn

khd nang khai thdc hinh thftc gid ve thap.

Ddi tuong chu ydu cac hang hang khdng ldn

3 Nguyen Khdi (2008), "Tiep can mo hinh hang khong gid re", Vietnam Shipper (3), MGC Institute of logistics, tt. 50-55

tap trung vao la khach du lich, vdn dupe coi

la mpt ttong sd cdc thi trudng se dem lai

doanh thu cao. Air France da tang cudng

tham nhap vao thi trudng gia ve thap nhdm

ddi phd vdi xu hudng phdt trien nhanh cua

ddi thu canh ttanh easyJet. Hidn nay, mdi

ngay Air France da bdn dupc hon 15.000 ve

vdi mfte gia thap nhat trdn mang dudng bay

npi dia. Sd lupng hanh khdch ndy tuong

duong vdi ndng lyc vdn chuydn cua 90 chile

may bay A320 chd khach. Dieu do cang lam

cho thi trudng van chuydn chi phi thdp sdi

ddng hon.

Mac du vgy, so lupng ve dupc gidm gia

hoac ve gia thap bi han chd trong mdi chuyen

bay nhu hien nay vdn khdng du dap ftng hdt

dupe nhu cau cua khach du Ijch theo hinh

thftc gid ve thdp. Didu nay tao dieu kien eho

cac hang HKGR tidp tuc phat ttidn va boat

dpng cd lai. Nhieu hang HKGR d chau Au

da phat tridn chi nhanh cua minh ben ngoai

qudc gia thanh lap ban dau. Air Berlin da

phat tridn mgnh sang Tay Ban Nha, Ryanair

va easyJet md cac co sd tgi khap chau Au.

2. Mo hinh hoait dpng cua Ryanair

Ryanair la hang HKGR ldn nhdt va la

hang hdng khdng Idn thu ba chau Au tinh

theo sd lupng khach chuydn chd. Cdc thanh

phd hang ndy hogt dpng gan nhu phu kin cd

chdu luc. Ryanair la hang hang khong gdy

nen nhidu sy tranh cdi nhat ttong gidi cdng

nghiep hang khdng bdi nhftng thanh tich

ciing nhu ehinh sach hoat ddng cua minh.

Nhidu ngudi ung hp va ca ngpi nhung cung

nhidu ngudi chi trich, che bai.

76 NGHIEN COU CHAU AU - EUROPEAN STUDIES REVIEW N°4 (187).2016

Hang do thuong gia ngudi Ireland Tony Ryan thdnh lap ndm 1985 vdi chi mdt chile mdy bay cdnh quat 15 cho ngdi khai thdc trdn tuyen dudng Waterford vd London Gatwick. Hang bat ddu hogt ddng theo md hinh chi phi thdp tft nam 1986. Khi dd gia ve trdn cdc dudng bay Dublin - London cfta hang chi cd 95 bang Anh so vdi gia 209 bang cua cac hdng khac nhu British Airways hay Aer Lingus. Hdng da Id 30 tri$u USD chi trong 5 nam ddu khai thdc, luc nay Ryanair mdi nhan ra nhirng bat hpp ly trong each boat ddng eua minh va quydt dinh cai each. Hidn nay, Ryanair dang giu thi phdn ldn nhat tgi thi trudng Tay Ban Nha, Italia, Allen, Ba Lan, gift thi phdn ldn thft ba tai thi trudng Anh, Dftc, Phdp''. Dupe mdnh danh Id hdng hdng khdng tidt kiem nhat chau Au, Ryanair da ap dung nhidu bidn phdp dd tdi thidu hda mpi chi phi, dam bao ehinh sach canh ttanh vd gid dd mang lai thanh cdng cho hang. Mpt sd chinh sdch cua hang ban hanh nhu:

a. Chinh sdch lao dong

Ryanair ttd luong cao cho nhan vien song eiing ddi hdi hp phai lam vide hdt minh vdi ndng suit cao nhdt. Hang quy dinh cde phi cong phdi cd tdi thilu 900 gid bay/nam ttd ldn mdi dupc coi la hodn thdnh dinh mfte va mdi dupc xet thudng, ddng thdi hdng ciing cd mdt he thdng chdm cdng chat che vd sdn sang sa thdi cac nhan vien hay Im vat hoac cd chuyen bay tidu thu qud nhilu nhidn lieu.

http://centreforaviation.coni/analysis/ryanair-europes-lowest-cost-producer-wins-again-reporting-record-profit-of-eur569-niillion-110543

Ryanair cung quan tri?t tinh than tilt kidm tdi cdc nhdn vien cua minh, tft lanh dao ddn nhan vien cua hdng deu thyc hanh tidt kidm tdi da: Micheal O'Leary, Gidm die Didu hdnh cfta hang, tftng khdng cd thu ky ridng; van phdng cua dng nhd va bay bidn rdt don gian. Hdng tftng cam nhdn vidn sgc pin didn thogi di dpng tgi cdng ty vd nhan vien cfta hang ciing phai ty may ddng phuc. O'Leary tuyen bd: "Chiphi cd the khdng ddt do nhung tiit kiem tieng ddng ciing mdt phdn gidm gid ve cho khdch hdng".

b. Chinh sdch phdn phoi vd chinh sdch gid ve

Ben cgnh vide co cdu lgi mang dudng bay, md them nhiing tuyen bay mdi co kha ndng sinh ldi, hang cdn chu ttpng ddu tu cho vide nghien cuu va ftng dung cdng nghe cao. Ryanair Id hdng hdng khong ddu tidn ciia chdu Au xay dyng phan mim quan ly doanh thu va trd thanh mdt ttong sd nhiing hdng din ddu thi gidi ve ban ve qua mgng. Nam 2000, hang md website rieng phuc vu cho vide ban vd qua mgng va chi ttong vdng 1 nam dd ban dupe 3/4 ve qua he thing nay. Ddn nay, ti le ve bdn tryc tilp qua mgng dat 95%.

Ryanair ludn dam bao la hang hang

khdng ed gia ve re nhdt cho hdnh khdch tren

mpi dudng bay. Mfte gia trung binh cfta hang

cho cdc chuyin bay la 44 Euro, thdp nhdt

chdu Au, ngay ca gid ve cua hdng HKGR ldn

thft hai la easyJet van cao gap ddi Ryanair.

4

- -^^ t"«A hang, khetmn 77

Bang 1: Gid ve trung binh cua cdc hang hdng khong tai chau Au

Hang hang khong

Ryanair

EasyJet

Air Berlin

Aer Lingus

Ilberia

Lufthansa

Air France

British Airways

Gia ve trung binh

(Euro)

44

66

82

94

150

235

267

324

%> Ryanair

50

86

113

240

434

506

636

Ngudn: http://www.ryanair.com

c. Chinh sdch khdch hdng hang da ca cdu lgi cdc boat dpng va cdng tac

Ryanair s4 dying ghS d5ng h?ing tren *^" ^ ^ ^ ^ ''^J' " ^ ^ tang lugng hing

may bay, khong phyc vu an va u5ng, khdng ^°^ ™ "^^ ''^y *"9c xir ly.

CO h$ thSng dat cho truac, khong chuydn Tinh hieu qua c5n dugc thg hiSn qua

hanh ly, khong phuc vu hanh khach tai mat viec hang sii dung mot chung loai may bay la

dat. D6i vcW nhQng trucmg hgp cham huy Boeing 737. Su chuydn d6i dfii may bay sii

chuyfo, Ryanair hiu nhu hoan toan tir chdi ^.^^ ^ Boeing 737.200 voi binh quSn 20

cung cap an ft cho hanh khach. Tuy nhien, ^^ ^ s ; ^^^ ^^^ ^^^ ^^^^^ 737.g0g ^^

cac chinh sach cit giam chi phi mgt each

triet sk nhu tren da lam cho khong it nguoi

CO thai dp khong ung hg d6i voi hang.

(L Chinh sdch khai thdc

so ch6 nhieu hon (59 ch6) da giiip hang tilt

kiem dugc nhien lieu va chi phi bao duong.

Hang cimg mua dugc may bay mcri vol cac

che dp im dai ve gia ca, tai chinh nen chi phi

Ryanair n5i tiSng vS didu hanh cac hoat mua may bay giam. Vcri the he may bay ngay

dgng bay tai san bay vdi thoi gian quay vong cang hidn dai va tidt kidm nhidn lieu, Ryanair

binh quan cho may bay chi co 25 phut. Dd con nhan dugc danh hidu hang hang khong

giam hi?n tugng tJc nghdn lim thong tai sSn, thSn thidn vol moi trudng nhSt chau Au.

78 NGHIEN CC/U C H A U AU - EUROPEAN STUDIES REVIEW N''4 (187).2016

e. Chinh sdch thi tru&ng

Bdng chien thugt cd bidt hod sdn phdm,

hdng tgp trung khai thdc cde tuyin bay thua

khach va bay tdi cac diem den chua cd mpt

hang hang khdng nao md dudng bay dd tranh

su cgnh ttanh. Sau dd hdng se lya chpn

nhiing didm bay thich hpp va xay dyng san

bay can eft, thiet lap tuyen bay didm tdi

didm, ddng thdi giam ddn tin sudt ttdn cac

tuydn bay vdng khdch. Bang each nay,

Ryanair da thdnh edng ttong viec tgo ra thi

trudng cua ridng hang.

3. Md hinh hoat dpng cua easyJet

EasyJet la mdt hdng HKGR vdi tdn gpi

ddy dii la easyJet Airline Company PLC

dupc thanh lap ngay 18 thang 10 nam 1995

bdi Stelios Haji-Ioannou vd cd tru sd tgi san

bay Luton cua thu dd London. Thang 8 ndm

2002, easyJet da sat nhgp them GoFly (mpt

hang HKGR tryc thudc cfta British Airways)

dd tgo thdnh mdt ttong nhftng hang HKGR

hdng dau cfta chau Au cung nhu tren pham vi

todn thd gidi. Trong dpt khdo sat thudng nidn

ciia Skyttax, easyJet dupc danh gia la "Hang

HKGR tdt nhdt thd gidi" ttong cac ndm

2008, 2009, 2011, 2012" va lidn tuc cd tdn

ttong danh sdch 10 hang HKGR tot nhdt thd

gidi nhiing ndm gan day . EasyJet co mdt si

dgc tiimg sau:

http://www.worldairlineawards.com

o. Chinh sdch gid vi vd chinh sdch

phanphSi

Ca c u gia ve la mpt ttong nhiing ylu tl

eo ban lam cho hogt dpng khai thae cfta hang

dgt hidu sudt cao. Viec ap dung gia re cho

khdch ddi vdi easyJet khdng kem theo cac

dieu kipn khdc gidng nhu eac hdng khac.

Khach ed thd mua ve gia re mdt chidu di hit

eft noi dau, bat cu luc nao. Ddi vdi nhilu

hang HKGR khae, de duoc hudng gia ve

thdp nhu vdy khach phdi mua ve khft hdi,

phdi d lgi didm den trong mdt khoang thdi

gian nhat dinh (thudng Id mpt dem culi

tuan). Vide budc khach phai nghi lai mdt

ddm se ban chd ddi tupng khdch di mua sdm

hoac di vd ttong ngdy.

Co cdu gid ve cimg dupc xdy dyng tren

CO sd cung - cau va duac thay ddi mdt each

uydn chuyen. Hdnh khach cd thi dang ki dat

cho trudc vd vide dang ki ndy duoc thuc hidn

qua mang. Chinh sdch cua hdng Id mua ve

cang sdm, gia cang re. Khach mua ve sdm

dupc hudng gid ve re nhat, cang ddn sdt ngay

bay gia ve edng tdng. Mfte dd tang gia ve tuy

thudc vao sd lupng ghd tting cdn lgi. He

thdng ban ve cua hang cd nhiem vu phai tidn

lieu dupc mfte dp day khach cua cac chuydn

bay ttong ngay hdm sau, trdn co sd do quylt

dinh gia ve. Ndu chuyen bay gdn ddy khach,

gia ve cd the tang ldn ttdn mfte binh thudng,

niu chuyen bay vdng khach cd thd ha gia ve

din mfte tdi thieu. Vdi ehinh sach nay, nhidu

•Mo hinh hang, khdng gid «?.. 79

chuyen bay cd tiid ban hit ve trudc cd thang.

Ddng thdi, voi gia ve sdt gid bay (last

mmute), hang cd thd thu hut dupe mot sd

lupng dang kd khach dy dinh di mdy bay cfta

Irnig khdc. Mae du co cdu gia ve cd nhilu

muc dd khdc nhau nhung nguyen tdc chung

cua hang la bao dam gia ve ciia easyJet bao

gid ciing thdp nhdt so vdi cac hang khac cd

chuyen bay tuong ty ttong cung ngay. Ngodi

ra, hang cung ap dung mdt muc phi ddi hdnh

trinh bay d mfte rat thap, dgc biet khi khach

tiiyc hidn vide ndy qua mgng.

EasyJet da tan dung tdi da khd ndng ciia

mgng Internet de giam chi phi hogt dpng.

Thang 4/1998, hang mdi ban chile ve didn tft

ddu tien nhung chi ddn thdng 4/2004 da cd

98% ve cua hang duoc ban qua mang

Internet, ti Id cao nhdt ttong tdt ca cae hang

hang khdng. Dilu dd ldm cho easyJet ttd

thanh mdt ttong nhung nhd bdn le qua mang

ldn nhdt chdu Au. Hanh khach mua ve didn

tft dupc hudng khoan chiet khdu 5 bang Anh

cho moi chuyin di Id sang kidn ddu tidn cua

hang, nay dd dupc nhidu hang khde lam theo.

Tinh chung, khi khdch mua ve qua mgng cd

till tilt kidm duac 10 bdng Anh (khoang 14

Euro) cho mdi chuydn di khft hdi .

b. Chinh sdch khdch hdng

Vdi phuong cham chdm sdc khdch hang

trudc, ttong va sau chuyin bay tdt hon eung

vdi vi|c eung cdp gia cd thdp, easyJet cdn

« ttp-//www.easvJet.com

quan tam ddn viec giai tri cho khach hang.

Chinh vi vdy, khdch hang cfta hang ed tdi

50% la thuong gia. Va do ddi tupng hdnh

khdch cua hang la nhiing ngudi di lgi vdi

muc dich kinh doanh ndn hdng tap trung khai

thdc d cdc sdn bay chinh, tien cho vide di

chuyen cua khach. Mat khac, hang cting cd

nhiing thod thugn vd tai chinh vdi co quan

vgn tdi cdng cpng dd hanh khdch duprc sft

dyng midn phi cac he thing xe bus chgy lidn

tyc ndi liln san bay vdi nhd ga xe Ifta.

c. Chinh sdch khai thdc

Mgng internet edn gdp phdn dde lyc

ttong viec cat gidm chi phi khai tiidc thdng

qua phuong thftc quan ly khdng cdn gi y td

(paperless operation) ttong toan bp he thdng

quan ly dieu hanh cua easyJet. Tat ca mpi

cdng viee dieu hanh, quan ly deu dupc thyc

hidn qua mang ma mpi ngudi cd the thyc

hidn dupc tft bdt eft dau ttdn thd gidi.

Khai thdc tridt dd ndng luc hidn cd la mdt

trong nhung nguyen nhdn dan ddn thdnh cdng

cvia hang. Khodng thdi gian quay vdng cua

mdy bay tai san bay cua easyJet hien ehi ttong

khoang 30 phut vd hang dang cd gang de giam

xudng thdp han.

Cac logi mdy bay hidn easyJet dang khai

thdc cd thd thay the cho nhau tren tdt cd cdc

dudng bay theo md hinh hogt ddng "mpi

may bay cho mpi dudng bay" ("any aircraft,

any route"). Trudng hpp sft dung cdc mdy

bay Boeing 737 eua hang hidn nay thyc ra cd

80 NGHIEN CCru CHAU AU - EUROPEAN STUDIES REVIEW N'*4 (187).2016

the duoc xem gidng nhu khai thdc Airbus

A319 vi sy gidng nhau ttong hieu qua dao

tao, ehi phi bdo duong va chi phi khai thae.

Hai logi may bay nay cd cdc ddc tinh gidng

nhau vd ddu dap ftng cac ydu cdu cua hang.

Tuy nhidn, qua mdt thdi gian dai khai thdc va

theo ddi, easyJet da tim ra dupc nhiing loi

till cfta A319, do la loi di rdng ban, cd sd

lupng ghe nhidu hon (sd ghd Airbus A319 la

156 ttong khi tten Boeing B737 chi cd 149)

va dilu CO ban la khi chi khai thdc mpt logi

mdy bay A319, chl phi van hanh se thap hon

10% so vdi khai thdc cd dpi mdy bay hdn

hpp. Ngodi ra, do cd tidm lyc tai chinh mgnh

ndn easyJet du kha ndng ndng cap dpi may

bay vdi vi$c mua mdy bay mdi hien dgi, gia

may bay giam (khoang 25%) do tta bang tidn

mat, chinh nhung yeu td nay da giftp chi phi

giam ddng kd.

Mac du Id mdt hang hang khdng boat

ddng theo phuong thftc chi phi thdp nhung

EasyJet ludn quan tam ddn khia canh bdo vd

mdi trudng ttong cdc hogt ddng cfta minh.

Hang dang khai thdc dOi mdy bay hidn dai va

tte nhat vdi hidu sudt sft dung nhidn lieu dat

den mfte cao nhat, cho phep khdng ehe muc

dp gdy dn vd phdt thai khi ddc hai den muc

thdp nhdt. Didu dd khidn muc dd gdy d

nhidm tinh trdn ddu hdnh khach cfta hang

cang thap han nhidu. Nam 2007, easyJet da

hop tdc vdi cdc nhd sdn xudt Airbus va

Boeing dl tgo ra ECOJET, mOt loai may bay

ed sftc chd tft 150 din 250 hdnh khach nhung

lupng khi tiiai CO2 chi bdng 50% va gidm

75% lupng ruttogen dupc thai ra so vdi cac

loai may bay ddn dung tuong tu hien nay.

d. Chinh sdch thf tru&ng

Ddi tupng khdch hdng muc tieu easyJet

hftdng din la khach thuong gia, chidm din

50% lupng khach hdng ciia hang. Do do co

the ndi easyJet la mdt trong nhiing hang

HKGR cgnh ttanh true tiep vdi cae cac hdng

hdng khdng truyen thdng. Hp da khdng ngan

nggi the hien mong mudn ldi keo khach

thuang gia va canh ttanh vdi cac hang hang

khdng truyen thdng thdng qua chien lupc

gid.

4. M6 hinh hoat dpng cua Flybe

Flybe hien la hang HKGR ldn thft ba d

nudc Anh, dftng sau RyanAir va easyJet.

Khac vdi EasyJet vd Ryanair hogt dpng chii

yeu tten cac dudng bay d khdp chdu luc,

Flybe hogt ddng chft yen tten thi trudng npi

dia. 83% chuydn bay cua Flybe duoc thuc

hien tten lanh thd Anh ttong khi EesyJet chi

cd 22% vd Ryanair chi cd 7%. Thang

1/2009, Flybe da duoc tap chi Air Transport

World binh chpn Id hdng hang khdng khu

vyc tdt nhdt tten phgm vi toan cdu ttong nam

2008.

Hdng dugc thanh lap nam 1979 dudi

ten gpi Jersey European Airways hogt dpng

nhu mpt hang hdng khdng khu vyc. Thdng

5/2000, Jersey European Airways dugc ddi

MA hinh hang, khdnjg gid » 81

tdn thdnh British European va chi 2 nam sau,

tiiang 6/2002, mdt ldn nua hang ddi tdn tiidnh

Flybe. Ldn nay khdng chi ddi tdn hang ma

dli ludn ca phuang thftc hogt ddng dd cd thd

tdn tgi trong mot mdi trudng ddy tinh cgnh

ttanh, trong dd khai thae vdi md hinh ehi phi

tiidp Id budc di gdn nhu bdt bupc dli vdi

hdng.

Flybe la mdt ttong eae trudng hop diln

hmh vl dp dung md hinh ehi phi thdp dudi

dgng biln tudng (low-cost with-frills airline).

Flybe chd khdch theo mang dudng bay dilm

noi diem. Vide ban ve tryc tidp qua mgng la

Mnh thftc dupc hang ap dung tridt dl. Tft khi

cdi each phuong thuc hoat dpng (2002), hang

mdi dp dung hinh thftc phan phli ve qua

mang. Trong nam do, chi cd 6% sd ve dugc

ban tryc tilp thi din nay ti 1? ve bdn bdng

hmh thftc nay da dgt din 85%. Tft nam 2006,

khach hang cua hang da phdi tta tien eho ghd

dupc dgt trudc va do an tten chuydn bay.

Hang vdn ap dung chuong trinh khdch hang

thudng xuyen, cd sap xep chS ngoi, cd bd tti

vd hang nhdt vdi phdng chd rieng tai san bay

va thyc hi$n bay chung code tten cde dudng

bay qude tl (ehu ylu Id ttdn cac dudng bay

qua Dai Tay Duong) vdi cdc hang hanh

khdng truydn thing khae nhu American

Airlines, BMI British Midland, Continental

Airlines, Emirates Auline, Korean Air...

5. Danh gia md hinh ho^t dpng cua

cdc hang hdng khdng gid re thanh cong &

chduAu

u. Chinh sack cdt gidm chi phi hieu

qud

Cac hdng HKGR tgi chdu Au "chuydn

nghidp ttong vide cdt gidm chi phi" hon so

vdi cdc hang hang khdng truyin thing cung

nhu ede hang HKGR tgi cdc khu vuc khac.

Ryanair, easyJet ddu cd thdi gian quay vdng

may bay tft 25-30 phiit vd dang cl gdng giam

xuIng niia.

Cac hdng HKGR ciing phdi chiu anh

hudng ciia bidn ddng gid nhidn lieu nhu cde

hang hdng khdng truydn thdng. Gid nhidn lieu

tang tat yeu gid ve may bay eung phdi tang

theo d cac mfte dp khac nhau, va dieu nay Iam

cho HKGR cang ttd nen hap din hon so vdi

hang khdng truydn thing. Ngay ca ttong thai

didm ljch sft, khi gia nhidn lieu tdng cao ky lye

vao giua ndm 2008, nhilu hang hang khdng

truyin thing cung nhu hang HKGR da thu

phy phi nhidn lieu vao gia ve nhung Ryanair

hoan toan khdng thay ddi gia ve cfta minh trdn

bat eft dudng bay nao ttong khi Air France thu

thdm 17 Euro, Air BerUn thu 18 Euro, British

Akways thu 20 Euro vd Lufthansa tiiu 21

Euro .

http://www. ryanair. com

82 NGHIEN CCfU CHAU &U - EUROPEAN STUDIES REVIEW N°4 (187).2016

b. Chit lu^g dich v{t

Cac hang HKGR tai chdu Au ludn tgp

trung vdo cit gidm chi phi, khdng tdng dich

vy, chdng hgn nhu Ryanair. Tuy nhidn, chinh

sdch cdt gidm chi phi mdt each tri$t dd nhdm

hg gia ve tdi da da lam cho khdng it ngudi cd

thdi dd khdng iing hp ddi vdi hdng nay. Hang

da ap dung mpt each qua nghiem nggt viec

sft dyng cdc sdn bay logi hai cd chi phi khai

thde re ma khdng tinh den mfte dp thuan tidn

eho khdch di mdy bay. Cdc sdn bay ma hang

lya chpn thudng d rdt xa trung tdm thdnh

phd. Trong mOt chuydn bay gia re cfta

Ryanair tft London (sdn bay Luton) dl

Barcelona (san bay Girona), ve mdy bay chi

tdn het 19 bdng ttong khi chi phi di chuydn

bang xe bus tft san bay nay den cac tnmg

tam thanh phd da ldn tdi han 24 bdng. Vd ddi

khi de thu hut khach, hang dd thyc hidn

nhiing qudng cdo khdng dftng sy thdt. Thi du

qudng eao cua hdng Id bay din Copenhagen,

Dan Mgch nhung thyc sy mdy bay cfta hp lgi

chi bay ddn Mahnur d Thuy Diln, hay Id

thdng bdo bay ddn Frankfurt nhung thuc tl

lgi bay ddn Frankfurt Hahn, noi each

FrankftirthonlOOkm.

Ddi vdi nhiing trudng hpp cham huy

chuyen, Ryanair hdu nhu hoan toan tft chdi

cung cap dn d cho hdnh khdch cung nhu

khdng hodn phi eho ngudi nha chuyen bay.

Hdng khdng eho phep khdch hang lidn lgc

vdi hang bang email ma chi bang dudng didn

ttiogi phdi ttd phi, bdng fax hay tiift tay, dieu

dugc coi Id sy vi pham quy dinh vd thuong

mgi di|n tii cfta Vuong qudc Anh.

c. Chua khai thdc duac cdc tuyen bay

du&ng ddi

Cdc cde hang KHGR tgi chau Au chii

ylu thdnh edng trong vide khai thdc cdc

tuydn bay tdm ngdn hoac trung binh ttong

phgm vi mdt quic gia hay chau Iuc. Vide

khai thdc cac tuydn bay dudng ddi, bay Udn luc

dia van edn la mdt thach thftc ddi vdi cac hang

KHGR nay. Trong cac tuyen bay dai, nhirng

dac tnmg cfta HKGR nhu chft ydu sft dung

mpt loai mdy bay duy nhat, chi cung cap cac

dich vy tdi thieu... se khdng cdn phu hgp.

Hon nua, cac hang nay sd vdp phdi sy canh

tranh quylt li^t vdi cac hang hang khdng

truyen thdng da cd nhidu nam hogt ddng ttdn

cde tuydn bay dudng dai.

6. Bai hoc cho Vift Nam

Mac dft ed nhiing khac biet ldn gifta thi

trudng HKGR tai chau Au vdi thi trudng tai

Viet Nam, nhung md hinh boat ddng ciing

nhu cae chinh sach cua cdc hdng KHGR

thanh cdng nhu easyJet, Ryanair... vin Id

nhung tham khdo bd ich cho sy phat trien

cfta HKGR tai Viet Nam. Bdi hpc kinh

nghidm nit ra hi vide nghidn cuu md hinh

cac hang KHGR tai chau Au la: Thic nhdt,

can cd chiln luge xay dyng hang hgp ly vd

dung ddn: Dau tien la sy tang trudng mgnh

md d cac thj trudng, ke din Id vide quan if

JHA hinh hang, khdng gid re.... 83

chi phi mdt each nghidm tde vd culi cftng Id

diing chi phi thdp hon dk giam gia ve cho

khach hang. Hang cdn tgo dugc chi phi vd

gia thdnh thap hon hdn so vdi eac chuyen

bay thuang mai khdc, day la ylu td quan

trpng quyet djnh sy tdn tgi vd phdt triln ciia

cac hang HKGR; Thu imi, cdn xay dyng hf

thdng phan phdi ve vdi thu tuc don gidn

nhat, cd chi phi thdp nhdt; Thu ba, can sft

dung dn dinh dpi bay hpp ly, toi uu ttdn co

sd khai tiidc tdt mdy bay don chiing loai, lua

chpn ti le phft hpp gifta may bay sd huu va

may bay thud; Thu tu, cdn ndng cao chdt

lugng dich vu khach hdng dd bu dap cho cdc

dich vu thidu hut so vdi eac hdng hdng khdng

tmydn thdng nhu bay dftng gid, cham sdc

khach hang, sy vui ve vd than thidn ttdn may

bay...

Phat tiiln HKGR sd rdt cd lgi cho sy

phat tiien ting thi nin kinh tl, xd hdi bdi

HKGR mang Igi nhieu ca hpi giao thuong,

hpp tdc kinh tl vd du lieh cho ngudi dan Viet

Nam vdi eae nudc ttong khu vyc cung nhu

tao ca hpi cho nen kinh tl ndi ehung va

nganh hdng khdng ddn dung ndi ridng.

Nhiing bai hpe kinh nghidm nit ra tft easyJet,

Ryanair hay Flybe mang lai nhiing gia tri rat

Idn trong vide phat tridn thi trudng HKGR

tgi Vi?t Nam. Ngay tft bay gid, Viet Nam

cdn cd nhung dinh hudng phu hgp dl ndng

cao thi manh cung nhu khdc phyc nhiing hgn

ehd cfta HKGR ngay tii Iftc so khai, md ra

mdt budc tiln mdi cho linh vyc hdng khdng

nudc nhd, dua ngdnh hdng khdng qudc gia

sanh ngang vdi cac nudc ttong khu vuc vd

tten till gidi.

Tki lifu tham khdo

1. Flybe (2009), "Annual report 2008",

www.flybe.com

2. Jetblue Airways (2009), Annual

report 2008, www.jetblue.com

3. John F. O'Connell, George Williams

(2004), "Passengers' perceptions of low cost

airlines andfiill service carriers: A cEise study

involving Ryanair, Aer Lingus, AuAsia and

Malaysia Airlines", Journal of Air Transport

Management II (2005) 259-272.

4. Sabre Airline Solutions (2008), Sabre

study shows "hybrid" airlines edging out

traditional LCCs,

www.sabreairlinesolutions.com

5. Sean D. Banert (2004), "How do the

demands for airport services differ between

fiill-serviee carriers and low-cost carriers?",

Journal of Air Transport Management 10

(2008) 33-39.

6. Sonia Huderek (2008), Socio-economic

impact of Low Cost Carriers on the Central-

Eastern European market, The Poznan

University of Economics, Poland.

7. http- ''"^"^^^svJet.com

8. http://www.flybe.com

9. http://www.ryanair.com

10 hrtp://www.worIdairlineaward

s.com/Awards^2009/Lowcost-09.htin