[YRC]-Phat Trien Hoat Dong MKT Cho Cac Doanh Nghiep Lang Nghe Thu Cong My Nghe HN

7/31/2019 [YRC]-Phat Trien Hoat Dong MKT Cho Cac Doanh Nghiep Lang Nghe Thu Cong My Nghe HN

1/94

B GIO DC V O TO

TRNG I HC NGOI THNG

---------0O0---------

ti tham d cuc thiSinh vin nghin cu khoa hc i hc ngoi

thng nm 2009

PHT TRIN HOT NG MARKETING

CHO CC DOANH NGHIP LNG NGH

TH CNG M NGH H NI

Sinh vin thc hin:

Hong Phng Dung - Lp B_ CLC Kinh t quc t K46

Email:[email protected]

T: 01695 724 774

Ging vin hng dn:

Thc s o Ngc Tin - B mn chnh sch thng mi
mailto:[email protected]:[email protected]:[email protected]:[email protected]


2/94

http://svnckh.com.vn 2

Mc lcTrang

A. Phn m u.. 1

I. Tnh cp thit ca ti 1

II. i tng v phm vi nghin cu................ 2

III. Mc ch v mc tiu nghin cu... 2

IV. phng php nghin cu... 2

B. Ni dung . 3

Chng I: C s l lun thc tin Nhng vn l lun Marketing 3

1. S ra i v pht trin ca

Marketing..

3

2. Marketing v vai tr ca n i vi doanh

nghip

4

2.1 . nh ngha

Marketing

4

2.2. Vai tr ca Marketing i vi cc doanh

nghip

6

3. Nghin cu th trng.. 6

3.1. Tm quan trng ca hot ng nghin cu th trng 6

3.2. ng dng nghin cu th trng. 7

4. Phn khc th tr-

ng.

8

4.1. Kh i nim, vai tr tm quan trng ca cng tc phn khc th trng 8

4.1.1 Khi

nim

8

4.1.2. Vai tr v tm quan 9


3/94


trng

4.2. C s phn khc th trng ngi tiu dng. 9

4.3. Quy trnh phn

khc

10

5. nh

v..

12

5.1. Khi nim, vai tr v tm quan trng ca cng tc nh v sn

phm

12

5.1.1. Khi

nim.

12

5.1.2. Vai tr v tm quan

trng.

12

5.2. Cc chin lc nh v.. 12

6. Mc tiu

marketing.

13

6.1.Tm quan trng ca vic xc nh mc tiu

Marketing..

13

6.2 Mc tiu

SMART..

13

6.3 Ma trn

Ansoff

15

7. Chin lc

Marketing

16

7.1. Khi nim v nhim v ca chin lc

Marketing

16

7.2 Marketing 16


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Mix.......................................................................................

7.2.1. Chnh sch sn phm. 16

7.2.2. Chnh sch gi c.. 17

7.2.3. Chnh sch phnphi.

19

7.2.4. Chnh sch xc tin v h tr kinh

doanh

20

7.2.5. Chnh sch Con ngi 21

Chng II: Thc trng hot ng Marketing ca cc doanh nghip lng ngh th cng

m ngh H Ni

23

1. Gii thiu v cc mt hng th cng m ngh H

Ni

23

2. Tnh hnh tiu th ca cc doanh nghip th cng m nghH Ni 30

2.1 Th trng ch yu ca mt hng th cng m ngh H Ni. 30

2.2. Khch hng ch yu ca cc doanh nghip lng ngh th cng m

ngh H Ni

32

2.3. Tnh hnh tiu th ca cc doanh nghip lng ngh th cng mngh H Ni nm

2009..

33

3. Thc trng hot ng marketing ca cc doanh nghip th cng m

ngh H

Ni

36

3.1.Hot ng nghin cu th tr-

ng...

40

3.2. Hot ng phn khc th tr-

ng...

42


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3.3. Hot ng nh v sn

phm..

42

3.4. Chin lc Marketing Mix (5Ps). 43

3.4.1. Chnh sch snphm

43

3.4.2. Chnh sch phn phi.. 46

3.4.3. Chnh sch gi

c

47


doanh

48

3.4.5. Chnh sch Con ngi.. 50

3.5. Nhng hn ch trong hot ng kinh doanh ca cc doanh nghip

lng ngh th cng m ngh H

Ni

52

Chng III: Mt s bin php Marketing nhm nng cao hiu qu hot ng kinh

doanh ca doanh nghip Lng ngh th cng m ngh H

Ni..

54

1. nh gi cc yu t bn ngoi doanh

nghip.

54

1.1. Xu hng tt yu ca s trao i hng th cng m ngh trn th

gii

54

1.2 Mi trng chnh sch Nh nc. 55

1.3. Tnh hnh cnh tranh trn th trng th cng m

ngh

57

1.4. Vn ngun nguyn

liu

58


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2. Cc yu t bn trong doanh

nghip...

58

2.1. nh gi v kh nng ti chnh ca doanh

nghip..

58

2.2. Kh nng cung ng hng th cng m ngh

59

3. Mt s hot ng Marketing p dng cho cc doanh nghip lng

ngh th cng m ngh H Ni v cc xut km theo nng cao

hiu qu ca cc hot ng

59

3.1.S cn thit phi nng cao kin thc Marketing cho cc doanh

nghip lng ngh th cng m ngh H

Ni..

59

3.2. Cng tc tin hnh nghin cu th trng 61

3.3. Phn khc th trng. 63

3.4 Chin lc nh v 65

3.5. Mc tiuMarketing..

67

3.6. Chin lc Marketing Mix (5Ps)

68

3.6.1. Chnh sch sn

phm.

68

3.6.2. Chnh sch gi

c.

72

3.6.3 Chnh sch phn

phi.

73


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doanh

75

3.6.5. Chnh sch con ng-

i.

77

4. Mt s xut, kin ngh khc i vi Nh nc, Hip

hi.

78

C. Kt lun. 80

Danh mc ti lu tham kho

a. phn m u

I. Tnh cp thit ca ti

T thng 7 nm 2008, H Ty - "vng t trm ngh" chnh thc c st nhp

vo thnh ph H Ni; v cng t y, H Ni tr thnh a bn tp trung nhiu

lng ngh nht c n c. Trong cc sn phm lng ngh truyn thng th mt hng th

cng m ngh chim ch lc, mang c gi tr vn ho lch s ln gi tr kinh t to ln.

Nhm mt hng kt tinh s kho lo, tr tu v bn sc dn tc t hng trm nm ca

ng cha ta gi y ang c mt hn 160 quc gia v vng lnh th trn th gii,

ng gp to ln vo kim ngch xut khu ca t n c, gii quyt vic lm v thay i

din mo kinh t nng thn. Th nh ng ch trong gn 2 nm (t 2008 - 2009) mc tiu

th mt hng y tim nng ny gim st ng k, th hin s gim st s l ng

n hng, l ng khch thm quan v ng lo ngi nht l s tng ln ca lao ng tht

nghip lng ngh. y cng chnh l mi quan tm lo lng ca nh n c, cc Hip

hi, cc t chc lin quan, ca ng i dn lng ngh ni ring v ngi dn Vit Nam


8/94


ni chng m cc ph ng tin thng tin i chng nhc n v bn lun kh nhiu

trong thi gian qua.

Qua tm hiu trn bo, i, Internet, phng vn trc tip i din ca cc Hip

hi, phng ban nh n c c lin quan, tc gi c bit: c kh nhiu gii php

c a ra, hu nh tt c nhng nhm gii php ny u h ng ti mc tiu: pht

trin hot ng Marketing cho nhm mt hng th cng m ngh H Ni. thc

hin c mc tiu ny, khng ch cn c s n lc ca bn thn doanh nghip lng

ngh th cng m ngh m cn cn s tham gia, h tr, ca cc Hip hi, t chc v

cc c quan nh n c. Tuy nhin, nhng gii php ny vn cn kh chung chung, ch a

vch ra h ng i r rng, c th, hoc mi dng li vic to ra nhu cu v hng th

cng m ngh. pht trin bn vng lng ngh thng qua vic thc y hot ng

sn xut kinh doanh ca cc doanh nghip lng ngh th cng m ngh H Ni th

ngay lc ny, chng ta cn c mt chin l c Marketing ton din, thit thc cho cc

doanh nghip ny. ti nghin cu "Pht trin hot ng Marketing cho cc doanh

nghip lng ngh th cng m ngh H Ni" s l h ng i hiu qu, r rng v kh

thi nhm y mnh tiu th mt hng th cng m ngh H Ni, gii quyt nhng kh

khn tr c mt ca lng ngh ng thi to v th vng chc cho mt hng gi tr v

tim nng ny trn th tr ng ni a v quc t v lu di.

II. i t-ng v phm vi nghin cu

Hot ng Marketing ca cc doanh nghip lng ngh th cng m ngh H

Ni phi hp vi s h tr ca:

Hip hi lng ngh Vit Nam, Hip hi th cng m ngh H Ni, cc Hip

hi v t chc c lin quan khc

Cc c quan phng ban nh n c c lin quan.

III. Mc ch v mc tiu nghin cu

ti ny cung cp nhng gi hu ch cho cc doanh nghip lng ngh th

cng m ngh H Ni gip h t vch ra c chin l c Marketing ph hp vi

tnh hnh kinh doanh ca bn thn doanh nghip mnh. ng thi, ti cng a ra

nhng xut, kin ngh ti cc c quan, phng ban Nh n c, cc t chc, Hip hi


9/94


lin quan nhm xy dng nhng ch ng trnh h tr kh thi v hiu qu cho cc doanh

nghip ny. Qua , cc doanh nghip lng ngh th cng m ngh H Ni c th y

mnh tiu th mt hng th cng m ngh, gip gii quyt vn u ra tr c mt,

ng thi to v th, h ng pht trin vng chc cho mt hng ny trn th tr ng ni

a v quc t. Nh vy, chng ta va c th l u gi c sn phm truyn thng ca

dn tc va c th pht trin kinh t nng thn, gii quyt vic lm cho ng i lao ng

v nng cao kim ngch xut khu ca t n c.

IV. ph-ng php nghin cu

Tng hp v phn tch ti liu

Kho st v iu tra.


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B. Ni dung

Ch-ng i

c s l lun thc tin

1

Nhng vn l lun Marketing

1. S ra i v pht trin ca Marketing

Cc nh sn xut, kinh doanh lun mong mun sn phm ca mnh tho mn

ti a nhu cu ca ng i tiu dng. T , h c th bn ht hng v thu v li nhun

nh mong mun. t c mc tiu , h lun tin hnh cc th nghim khc

nhau v th nghim v Marketing em li s thnh cng cho cc nh sn xut.

Marketing c ra i v p dng u tin trong lnh vc bn hng. Hot ngMarketing xut hin vo nhng nm u ca th k 20 v c cc nh kinh doanh

ca M, Nht p dng bng cc bin php rt mi m nh : phc v ti a theo yu

cu ca khch hng, sn sng i li nhng sn phm m khch hng khng va ,

bn hng km qu tng, mua nhiu c th-ng, c chit khu, gim gi Cc bin

php ny to iu kin cho cc doanh nghip bn hng nhanh hn, vi khi l ng

ln hn v thu v nhiu li nhun nhiu hn. Tuy nhin cc ph ng php trn mi ch

c thc hin mt cch n l v ch l nhng hot ng mang tnh b ni trn thtr ng. Dn dn, cc hot ng Marketing ni trn khng cn ph hp vi quy m sn

xut v th tr ng ngy cng ln, li lun thay i, cnh tranh th ngy cng gay gt

d i xu th ton cu ho. Cc nh kinh doanh lin kt to ra s thng nht gia

cung ng hng ho v nhu cu tiu dng. T y, Marketing tr thnh mt hot

ng xuyn sut t khu sn xut n tiu dng.

Giai on t u th k 20 n chin tranh th gii ln 2, hot ng Marketing

c coi l Marketing truyn thng. Trong thi k ny, nhu cu x hi ln hn khnng cung cp rt nhiu, n mc m mt cng ty c cung cp sn phm vi mt gi

1Phn vit ny c tng hp t: Gio trnh Marketing l thuyt, Tr-ng i hc Ngoi Th-ng

(2000), Nh xut bn gio dc v nhng quan im mi nht v Marketing ti website:www.marketingchienluoc.com
http://www.marketingchienluoc.com/http://www.marketingchienluoc.com/http://www.marketingchienluoc.com/


11/94


phi chng l c th tn ti v pht trin c. l thi k x hi sn xut.

Marketing truyn thng c c tr ng l: coi th trng v l u thng l khu quan trng

ca qu trnh sn xut. Hot ng u tin ca nh kinh doanh l "lm th tr ng" ri

sau mi t chc phn phi v cung ng hng ho nhanh nht; h bn ci m mnh

c ch khng phi ci th trng cn.

Vo thp nin 30, khoa hc k thut pht trin mnh, nhu cu c bn ca con

ng i c tho mn, cc cng ty phi i ph vi mt th trng bo ho. Cnh

tranh din ra gay gt ph v cn i gia cung ng hng ho v nhu cu tiu dng.

Khng hong kinh t th gii 1929 - 1932 l mt minh chng cho s hn ch ca loi

hnh Marketing truyn thng. X hi khng cn sn xut bao nhiu, tiu th c by

nhiu nh tr c. Chnh v vy, Marketing hin i ra i, ng gp phn khng nh

vo vic khc phc tnh trng khng hong tha v thc y sn xut v khoa hc k

thut pht trin.

c tr ng ca Marketing hin i l: th tr ng v ngi mua c vai tr quyt

nh, nhu cu l mc tiu sn xut v tho mn nhu cu l yu t quyt nh ca qu

trnh sn xut. Vic lm u tin ca Marketing hin i l pht hin ra nhu cu th

tr ng (nm bt nhu cu); sau n vic t chc tt c cc khu khc ca cng ty

nh : ch ng trnh sn xut, nghin cu khoa hc k thut, u t ngun lc ti chnh,

nhn lc v c ch-ng trnh tiu th, dch v u phi da trn c s hiu bit v s

cu ca ng i tiu dng, v s thay i ca n trong t ng lai gn v xa. Khu hiu

ca Marketing hin i lc ny l "bn ci th tr ng cn ch khng phi ci m ta sn

c".

Marketing hin i khng cn b hp trong lnh vc kinh doanh th ng mi m

lan rng sang cc lnh vc khc ca i sng x hi v tr thnh mt hot ng

quan trng trong chin l c pht trin ca cc doanh nghip.

2. Marketing v vai tr ca n i vi cc doanh nghip

2.1. nh ngha Marketing

Hin nay c rt nhiu nh ngha v Marketing v cng ch a c ai a n v

mt nh ngha thng nht. Marketing theo ngha en l "lm th tr ng" hay l hot


12/94


ng bn hng. Tuy nhin, vi ngha nh vy n vn ch a phn nh y bn cht

v chc nng ca Marketing. C th nu ra mt s nh ngha tiu biu v Marketing:

nh ngha ca Hc vin HAMTION (M):

Marketing ngha l hot ng kinh t trong hng ho c a ra t ng i

sn xut n ng i tiu dng.

nh ngha ca U ban Hip hi Marketing M:

Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip

n dng vn chuyn hng ho v dch v t ng i sn xut n ng i tiu dng.

nh ngha ca Gio s Philip Kotler (M):Marketing l hot ng ca con ng i h ng ti s tho mn nhu cu v c

mun thng qua trao i.

Vin Marketing ca Anh nh ngha:

Marketing l qu trnh t chc v qun l ton b cc hot ng sn xut - kinh

doanh, t vic pht hin ra v bin sc mua ca ng i tiu dng thnh nhu cu thc s

v mt mt hng c th, n vic sn xut v a cc hng ho n ng i tiu dng

cui cng, nhm m bo cho cng ty thu c li nhun d kin.T nhng nh ngha trn, c th a ra mt s c tr ng c bn ca Marketing

nh sau:

Marketing l tt c cc hnh thc v bin php, nhng ngh thut qun l kinh

doanh ton din ca cng ty m ni dung ca n gm nhng vic sau:

- Pht hin ra nhu cu x hi v mt mt hng no v bin nhu cu thnh

nhu cu thc t.

- T chc sn xut ra hng ho ph hp vi nhu cu.- T chc cung ng hng ho mt cch nhanh nht ra th tr ng.

- ng x linh hot vi mi bin ng ca th tr ng bn c nhiu hng

ho nht v tho mn ti a nhu cu v thu c li nhun cao nht.


13/94


Nhn chung, Marketing c nhiu ni dung phong ph, mi mt nh ngha u

nhn mnh n ni dung c bn ca Marketing l nghin cu th tr ng a ra cc

bin php nhm p ng ti a nhu cu v mt loi hng ho hay dch v no .

2.2. Vai tr ca Marketing i vi cc doanh nghip

Khi mi ra i, Marketing ch l mt khi nim n gin trong lnh vc thng

mi. N ch bao gm cc hot ng ca doanh nghip nhm tiu th nhng hng ho

v dch v c sn thu c li nhun. Vic p dng cc bin php Marketing

to iu kin kch thch sn xut hng ho pht trin. Vi nhng tnh nng u vit ca

n, Marketing khng ch pht huy trong lnh vc th ng mi m ngy cng p dng

rng ri trong cc lnh vc phi th ng mi khc.

Ton cu ho thay i bn cht ca hot ng kinh doanh, t ch tp trung

sn xut ra sn phm tt nht, r nht c th c, doanh nghip phi dch chuyn

s ch tm ca mnh ra th tr ng. n gin l v h mun khch hng tin dng v

mua sn phm ca h hn l ca i th cnh tranh. V lm c iu , doanh

nghip cn phi hiu nhu cu ca khch hng tt hn, h cn truyn thng tt hn v

sn phm ca h, v h cn xy dng quan h gn b lu di gia th ng hiu vi

nhm i t ng khch hng mc tiu. Chnh v nhng l do trn, Marketing ngy

cng tr thnh mt chc nng quan trng trong cc doanh nghip. Khng ch c vy,

Marketing cn l mt trit l dn dt ton b hot ng ca doanh nghip trong vic

pht hin ra, p ng v lm tho mn thu cu ca khch hng.

Vi cc li th trn, Marketing mang li nhng thng li huy hong cho

nhiu doanh nghip. N tr thnh mt trong nhng v kh cnh tranh rt hiu qu

c c v th trn th ng tr ng.

3. Nghin cu th tr-ng

3.1. Tm quan trng ca hot ng nghin cu th trng

Do trong Marketing hin i, mi quyt nh u bt ngun t yu cu ca th

tr ng, nn c th ni nghin cu th tr ng l ng tc u tin trong quy trnh

Marketing. y l mt nghip v v cng quan trng gip doanh nghip tip nhn

c y thng tin chnh xc, t c th a ra mt chin l c marketing ph


14/94


hp, trnh xa ri thc t dn n hot ng marketing km hiu qu, lng ph nhn vt

lc.

C th tm tt mt s nguyn nhn c bn khin doanh nghip thc y nghin

cu th tr ng nh sau:

Thng tin l cha kho am hiu th tr ng

Bn cn phi hiu th trng hn i th cnh tranh

Bn cn phi d bo c nhng s thay i ca th tr ng v nhu cu ca

khch hng

Bn cn phi bit lm th no ng ph vi nhng s thay i

Bn cn phi c ph ng php h thng ho vic thu thp, phn tch v x l

thng tin th trng.3.2. ng dng nghin cu th tr ng

Thu thp thng tin th tr ng

- Thu thp thng tin v cc sn phm mi c pht trin c th dng thay th

cho sn phm ca doanh nghip mnh. Qua , doanh nghip ch ng ra bin

php i ph.

- Thu thp thng tin v chnh sch nh n c nh : D kin phn b ngn sch

nh n c c lin quan, thu xut nhp khu, quota v cc vn bn php l cp nhn-c c lin quan, ngun cung cp nguyn liu, vt t- cho sn phm Qua , doanh

nghip c th d on th tr ng v xy dng c k hoch kinh doanh ca mnh.

- Thu thp thng tin v hot ng ca cc i tc, khch hng tim nng. Qua

gip bn -a ra nhng quyt nh ng n, ngn nga ri ro

Nghin cu cu th tr ng:

Thu thp thng tin v nhu cu ca khch hng, xu h ng tiu dng qua

c th tung ra sn phm mi hoc ci tin sn phm hin hu nhm c th p ngtt hn nhu cu ca th tr ng, cng c v tr ca mnh trn th tr ng.

Nghin cu knh phn phi:


15/94


Thu thp thng tin v thi quen v hnh vi tiu dng ca ng i tiu dng

thit lp knh phn phi cho sn phm mi sp c tung ra th tr ng; hoc pht trin

thm knh phn phi mi cho sn phm hin hu khi pht hin s thay i trong hnh

vi tiu dng ca mt b phn khch hng.

nh gi mc nhn bit ca mt thng hiu v hnh nh ca th ng hiu

Thu thp thng tin bng cch phng vn khch hng nhm nh gi mc

nhn bit v th ng hiu trc v sau khi tung ra mt chin dch qung b th ng hiu

o l ng hiu qu ca hot ng truyn thng.

Thu thp thng tin i th cnh tranh

Thu thp thng tin ca i th cnh tranh nhm phc v phn tch cnh tranh:

phn on chin l c ca h t ra chin l c chn tr c hoc p tr tr c khiqu mun.

Nghin cu gi - nh v gi

Thu thp thng tin v gi ca i th cnh tranh, gi nguyn vt liu u vo,

thu thp thng tin v s phn phi li nhun trong cc thnh phn tham gia phn phi

sn phm, tng li nhun cho mnh. Qua c th nh v gi mt cch hp l.

nh gi thi ca khch hng i vi mt sn phm, th ng hiu

Thu thp phn hi t pha khch hng, ng i tiu dng ci tin dch vkhch hng, nng cao tnh cnh tranh. Hoc chn chnh nhng nhn thc lch lc v

th ng hiu, bt li cho hot ng kinh doanh ca doanh nghip.

nh v th ng hiu:

Thu thp phn hi t khch hng v th tr ng v cc sn phm trn th tr ng

qua tm ra mt nh v thch hp cho sn phm, th ng hiu ca mnh.

4. Phn khc th tr-ng

4.1. Khi nim, vai tr v tm quan trng ca cng tc phn khc th trngDoanh nghip ngy nay nhn ra rng h khng th thu ht ton b ngi mua

hng trn th trng hoc t ra l h khng th cng mt cch m c th thu ht c

ton b ng i mua hng. Ng i mua hng th qu ln v s l ng, dn tri v mt a


16/94


l, nhu cu v cch mua sn phm ca h cng qu a dng. V pha doanh nghip th

kh nng p ng nhu cu th tr ng ca h cng rt khc nhau do h khc nhau v

nng lc, v chuyn mn. Nh vy thay v dn tri nng lc phc v cho ton b

nhu cu trn th tr ng, tng doanh nghip cn xc nh cho mnh mt phn ca th

tr ng m h c kh nng phc v tt nht, c li nht.

4.1.1. Khi nim

Phn khc th tr ng l:

Xp khch hng thnh nhm da theo ng c thc y h (mua hng, chn

ngun cung cp hng ho)

Xp khch hng thnh nhm da trn nhu cu v hnh vi ca h

Xp khch hng thnh nhm da theo nhng yu t quyt nh m h t rakhi mua hng hay chn ngun cung cp sn phm, dch v.

4.1.2. Vai tr v tm quan trng

Doanh nghip cn thc hin phn khc th tr ng v cng vic ny gip doanh

nghip am hiu th trng ca mnh mt cch k cng hn khi chia khch hng theo

tng nhmmi nhm tp hp nhngkhch hng c cch ng x nh nhau khi tip

cn cng mt gii php marketing.

Phn khc th trng cn gip doanh nghip nhn thy c hi trn th tr ngthng qua cng vic phn tch nhu cu ca tng nhm khch hng. T c th a

ra nhng sn phm cng loi nh ng c cng dng khc nhau, bao b khc nhau, gi

thnh khc nhau phc v cho nhng nhu cu khc nhau ca nhng i t-ng

khch hng khc nhau.

Quan trng hn c, phn khc th tr ng l c s tin xy dng chin

l c th tr ng ca doanh nghip. Nu doanh nghip lm tt cng vic phn khc th

tr ng, qua xc nh cho mnh mt phn khc th tr ng thch hp, s dn nthnh cng v chin l c th tr ng ca doanh nghip da trn c s nng lc v li

th thc s ca doanh nghip, ph hp vi nhu cu th tr ng, t khai thc c u

th cnh tranh ca bn thn.


17/94


Cui cng, phn tch th tr ng l c s doanh nghip nhn nh, nh gi

th tr ng, n gip cho doanh nghip theo di din bin th tr ng, phn on nhng

thay i trn th tr ng trong t ng lai, nhm n u nhu cu th tr ng.

4.2. C s phn khc th tr ng ng i tiu dng

Phn khc theo nhu cu

phn khc theo nhu cu, doanh nghip cn phi nm bt c nhu cu ca

ng i tiu dng c th bao gm nhng nhu cu g? Trong s u l nhu cu thit

yu, th yu? L ng ho cc nhu cu.

Phn khc theo a l

Phn khc th trng theo a l l chia th tr ng theo tng n v a l,

chng hn nh theo cc vng min nh min Bc, min Trung, min Nam hoc theotng tnh hoc qun, huyn. Doanh nghip c th xc nh ch hot ng trn mt

vng gii hn a l no , hoc c th hot ng trn ton b lnh th nh ng tp

trung ch vo s khc bit v nhu cu, mun ca khch hng gia vng ny vi

vng khc.

Phn khc theo cc ch s nhn chng hc

Phn khc th tr ng theo cc ch s nhn chng hc chia th trng da theo

s khc bit v tui tc, gii tnh, quy m gia nh, thu nhp, ngh nghip, tn gio,chng tc, th h v quc tch.

Phn khc th tr ng theo tm l

Phn khc th tr ng theo tm l l chia th tr ng thnh tng nhm da trn s

khc bit v tng lp x hi, li sng, c tnh.

Phn khc th trng theo hnh vi, thi

Phn khc th trng theo hnh vi l chia th tr ng thnh tng nhm da trn

s khc bit v kin thc, thi , cch s dng hay phn ng i vi mt sn phm.4.3. Quy trnh phn khc

B-c 1: Xc nh th tr-ng v v s th tr-ng


18/94


S th tr ng v ra mt bc tranh ca ton b th tr ng, bao gm ton b

cc knh cung cp t nguyn liu th cho n ng i tiu dng cui cng. S th

tr ng gip ta hiu c tnh nng ng ca mt th trng, cung cp mt nh ngha

r rng v th tr ng c dn dt bi cch m nhu cu ca khch hng c p ng,

n ni ln bng cch no gi tr c chuyn giao trn ton b th tr ng.

Nh vy, vi b c 1, doanh nghip cn m t c cc nhu cu cc chui gi

tr t cc nh sn xut cho n ng i tiu dng sau cng.

B-c 2: Xc nh khch hng

Doanh nghip cn thc hin cc cng vic v phn tch sau:

+ Xc nh cc i tng tham gia ch yu trong chui gi tr

+ Khch hng chn nh cung cp nh th no v da trn c s no

+ Quy trnh i tuyn chn nh th no

+ Nhng thnh phn no ng vai tr quan trng trong vic ra quyt nh v

nhng thnh phn c nh hng l ai.

B-c 3: Xc nh tiu ch chn sn phm

Doanh nghip cn:

+ Xc nh: "Cc nhu cu ch yu ca tng i tng c quyn quyt nh

chn sn phm theo th t u tin l g?".


19/94


+ Xc nh nhng nhu cu ch a c p ng hoc c p ng nh ng ch a

y .

B-c 4: Khm ph cc phn khc

+ Trn tng nc ca chui gi tr, xp khch hng c nhu cu hoc hnh vit ng t nh nhau thnh tng nhm.

+ Xy dng nhng tiu ch phn khc ca bn v chn phn khc th tr ng

cho mnh.

B-c 5: nh gi kt qu phn khc

Theo s hiu bit v th tr ng ca ng i lm marketing, nh gi xem kt qu

phn khc c hp l hay khng?

5. nh v5.1. Khi nim, vai tr v tm quan trng ca cng tc nh v sn phm

Trong nhiu nm gn y, thut ng "nh v" tr thnh ngn ng kinh

doanh u mi ca gii qung cao, bn hng v marketing. Nhiu ng i cho rng nh

v bt u xut hin vo nm 1972, khi Ries v Trout vit hng lot bi v "K nguyn

nh v" ng trn t bo chuyn nghnh qung co "Advertising Age".

5.1.1. Khi nim

nh v cho mt sn phm (mt dch v, mt t chc, mt cng ty hay mt cnhn) l chn mt v tr trong suy ngh, nhn thc ca nhng i t ng m sn phm

(hoc dch v, cng ty, t chc hay c nhn) y nhm n v tm cch a n vo v tr

.

5.1.2. Vai tr v tm quan trng

Khi mt sn phm s hu mt nh v tt, tc l sn phm nm gi c

iu kin tin quyt c mt li th cnh tranh trn th ng tr ng, chim gi c

mt s l ng ln khch hng trung thnh v nh gi vng c ngun li nhun nnh trong thi gian di.

nh v lm thay i cch m ng i ta qung co. Ngy nay ng i ta t dng

t ng thuc loi "u tin" v "tt nht" v "tinh t nht", m h ni "chng ti l

cng ty ng th hai v lnh vc " hay "l mt trong nhng tp on hng u th


20/94


gii v ". Ng-i ta tm kim nhng im so snh nhiu hn l im ti -u. Khi nh

v cho Seven Up, ng i ta ni: "Seven Up: N c ung khng thuc loi Coca".

Ng i ta c th tm kim mt v tr trong mt chng loi c, hoc nu cc v

tr cao b chim gi v kh c th ginh li c, th h to ra mt nc thang mi

(mt chng loi mi) qua h c chin l c c bn v nh v.

5.2. Cc chin lc nh v

Chin l c 1: Cng c nh v ca mt sn phm trong t t ng khch

hng

Chin l c ny th ng dnh cho cc thng hiu ng u th tr ng. Bi

trong khi cc th ng hiu mnh c gng cng c v duy tr nh v ca mnh, cc

th ng hiu khc ang c tm cch ginh git th phn, hng lt v tr ca cc

th ng hiu mnh hn. Do vy, chin l c ny khng th thiu i vi cc th ng

hiu ang c mt nh v tt trn th ng tr ng.

Chin l c 2: Tm kim mt nh v trong t t ng khch hng ch a b

chim gi v s hu n

Chin lc ny ph hp vi doanh nghip ang mun v n ln ng u mt

phn khc th tr ng nhm nm gi mt li th cnh tranh. Trong thi i thng tin

bng n nh hin nay, tm kim mt nh v tt m ch a b ai chim gi l iu kh

khn. Nh ng th tr ng lun vn ng, trong nhu cu khch hng thay i lin tc

theo thi gian. V vy nu nm bt c s thay i ny, sn phm ca doanh nghip

s c mt nh v tt.

Chin l c 3: Ph nh v hay ti nh v i th cnh tranh

Nu doanh nghip khng th tm ra mt nh v tt hn nh v ca i th

cnh tranh v cng khng kin nhn ch i thi c, doanh nghip c th tnh n

chuyn lm cho nh v ca i th tr nn v ngha hay yu i, qua c th v n

ln.

Chin l c 4: Cu lc b c quyn


21/94


L chin l c th ng c cc cng ty khng nm trong nhm cc th ng hiu

hng u p dng. Cc cng ty ny tp hp li vi nhau v b tr cho nhau to ra

cm nhn rng h nm trong nhm cc cng ty hng u.

6. Mc tiu marketing

6.1. Tm quan trng ca vic xc nh mc tiu marketing

Trong marketing, xc nh mt mc tiu c th l mt yu cu tin quyt c

th xy dng mt chin l c ph hp nhm t c mc tiu . Mt mc tiu c th

cn gip cho ng i lm marketing c th o lng hiu qu ca vic thc hin chin

l c marketing ca mnh. Ngoi ra, vic t mt mc tiu c th, kh thi cn th hin

trnh v s quyt tm ca ng i lm marketing.

6.2. Mc tiu SMART

Nhng mc tiu chung chung, i khi nh : "phn u tng th phn", "tng

doanh s v-t nm tr-c" hay "tr thnh mt trong nhng sn phm hng u"

u s chng gip doanh nghip i n u v ch n ca h qu m h.

Cho d hu ht cc chiu m marketing tung ra u nhm n tng th phn,

tng doanh s nh ng vn l tng bao nhiu? Cn thi gian bao lu t c?

Doanh nghip cn phi tr li c nhng cu hi ny.

Mc tiu Smart hm nhc nh doanh nghip l u cc tiu chun sau khi

ra mc tiu marketing ca mnh:

S = Specific: C th, r rng

Mc tiu phi tht c th. Chng hn nu l tng th phn th l tng bao nhiu

phn trm? Tng doanh s th phi c th l bao nhiu USD/ ng? Cn bao nhiu

lu, ngy, thng, nm no kt thc? Bng cch no? Ngun vn, nhn lc t u?

M = Measuarable: C th o m c

Mc tiu a ra phi c n v, con s c th c th o m c. Chnghn nh- %, USD/ ng, gi, ngy, thng, nm, kg, tn khi kt thc ch-ng trnh,

k hoch c th xc nh c ngay l t hay khng t mc tiu ra.

A = Achievable: C th t c


22/94


Mc tiu t ra cn phi va cao tranh th khai thc ht tim nng th

tr ng v tn dng ht nng lc ca doanh nghip nh ng cng phi thc t mc c

th t c.

R = Realistic: Thc t

Mc tiu t ra phi st vi nng lc v phi thc t, liu doanh nghip c

ti nguyn nhn vt lc t c mc tiu y hay khng? Mun th ng i a mc

tiu phi am hiu th trng, phi bit ng i bit ta.

T = Timed: C hn mc thi gian

Doanh nghip cn bao lu t c mc tiu ra. Ngy thng nm no?

Mt s v d v mc tiu Smart:

- t c hiu sut u t 20%, vo tr c cui thng 12 nm 2009 (mc tiuv li nhun).

- t 25% th phn ca th tr ng c ph ho tan vo tr c cui nm 2009 (mc

tiu th phn).

6.3. Ma trn Ansoff

Ma trn Ansoff c dng nh l mt cng c hu ch xy dng mc tiu

marketing

Ma trn Ansof xc nh 4 kh nng doanh nghip c th xem xt xc nhmc tiu th tr ng


23/94


Bn sn phm hin c vo th tr ng hin hu: Tc l thm nhp th tr ng

hu hiu hn. Chng hn: m thm nhiu im bn hng.

M rng sn phm hin c ra th tr ng mi: tc l khai ph thm th trng

mi nh ng cng ch vi sn phm hin c.

Pht trin sn phm mi vo th tr ng hin hu: C ngha l tng thm s

l ng sn phm vo s l ng sn phm hin c phc v cho th trng hin ang

c.

Pht trin sn phm mi m th tr ng mi: Tc l a dng ho hot ng

kinh doanh. Kh nng ny to ra nhiu c hi doanh nghip pht trin kinh doanh,

nh ng cng hm cha nhiu ri ro do doanh nghip nhy vo mt lnh vc hon ton

mi.

7. Chin l-c Marketing

7.1. Khi nim v nhim v ca chin lc Marketing

Mc tiu m doanh nghip mun t c trn th tr ng nh l khi l ng sn

phm, th phn -c gi l mc tiu marketing. Con -ng m doanh nghip d

tnh i n c mc tiu th gi l chin l c marketing.

Nh vy, chin l c marketing l cch m doanh nghip thc hin t c

mc tiu marketing.


24/94


Chin lc marketing v mt c bn s gii quyt c nhng vn sau:

Th trng m doanh nghip s cnh tranh l g? (xc nh th tr ng)

Sn phm/ dch v ca cng ty s c nh v nh th no? Ti sao khch

hng phi mua hng ca cng ty m khng phi l hng ca i th cnh tranh ?(nhh ng chin l c cnh tranh)

Cng ty s thc hin nhng ci tin, thay i g lin quan n sn phm, gi,

knh, truyn thng (marketing mix).

7.2. Marketing- mix

Marketing Mix (4 Ps) th ng c dng trin khai c th chin l c

marketing vo tng phn khc th tr ng thng qua sn phm, knh, truyn thng v

gi. Ngoi ra do c th ca i t ng nghin cu trong ti ny, ti p dng thmmt P th 5, People Chnh sch Con ng i.

+ PEOPLE7.2.1. Product - Chnh sch sn phm

Product - Chnh sch sn phm l yu t u tin v quan trng nht ca h

thng marketing-mix bi v cng ty ch tn ti v pht trin thng qua l ng sn phm

hay dch v c cung ng. Hng ho l tt c nhng ci g c th tho mn nhu cu

hay mong mun v c cho bn trn th trng vi mc ch thu ht s ch , mua,

s dng hay tiu dng. c th l nhng vt hu hnh, dch v, sc lao ng, t ai,

tc phm ngh thut

Xt t gc marketing, mi sn phm, hng ho u phi tri qua mt chu k

sng gm 4 giai on l:

Giai on mt: Giai on tung sn phm ra th tr ng - Thm nhp


25/94


Giai on hai: Giai on sn phm tng tr ng

Giai on ba: Giai on sn phm tr ng thnh, bo ho - chn mui

Giai on bn: Giai on sn phm suy thoi.

Chu k sng ca sn phm l qung thi gian k t lc sn phm c tung rath tr ng cho n lc n bin mt. Doanh s v li nhun ca doanh nghip c mi

quan h mt thit vi cc giai on ca vng i sn phm: tng dn ln trong giai

on 1 v 2; t ti a trong giai on 3 v gim dn trong giai on 4.

Nh vy, doanh nghip mun duy tr c doanh s v li nhun th phi nghin cu

chu k sng ca sn phm nhm mc ch thy c cc c tr ng ca mi giai on

trong mt chu k, t c nhng gii php marketing t ng ng ph hp nh : cc

chnh sch chung v nhn hiu sn phm, nh v, hu b, sa cha, b sung, thit kmu m bao b

7.2.2. Price - Chnh sch gi c

Price - chnh sch gi c l nhng chnh sch chung v gi cn c tun theo

i vi tng nhm sn phm cho tng phn khc th trng. Gi c l l ng tin m

ng i tiu dng b ra chi tr mt loi hng no . Trong hot ng kinh doanh ca

doanh nghip, gi ng vai tr rt to ln v n l mt b phn cu thnh Marketing-mix

v l cng c cnh tranh c lc. i vi ng i tiu dng th gi c c nh h ng rtln trong quyt nh mua hng ho v dch v. Do vy, vic nh gi bn phi bi hon

chi ph, phi m bo mc li nhun v c ng i tiu dng chp nhn trong mi

iu kin ca th tr ng.

Cc cn c xc lp gi ban u ca mt loi sn phm l:

Da vo php lut - chnh sch qun l gi ca nh n c. Thng thng nh

n c qun l gi trong iu kin kinh t th tr ng thng qua hai hnh thc: qun l

trc tip thng qua t gi trn, gi sn v qun l gi n tip bng cch nh n c tmph ng h ng tc ng vo quan h cung cu th tr ng t iu chnh gi cho nn

kinh t.


26/94


Da vo c tnh ca sn phm trn hai yu t l: Chu k sng v chi ph

sn xut.

Da vo nhng mc tiu ca doanh nghip nh : mc tiu doanh s bn, li

nhun, mc tiu chim lnh th tr-ngDa vo nhu cu th tr ng trong t ng lai

Da vo kh nng cnh tranh ca cng ty trn th trng

Vic xc nh gi c cho mt loi hng ho rt quan trng v cng ht sc phc

tp, kh khn. Thng thng n l mt qu trnh gm cc giai on sau:

* Giai on 1: Doanh nghip phi xc nh cc mc tiu marketing ca mnh

mt cch k cng nh : mc tiu l m bo sng st, tng ti a li nhun trc mt

hay ginh th phn* Giai on 2: Doanh nghip cn phi tnh ton xem tng chi ph ca mnh

thay i nh th no khi khi l ng sn phm khc nhau ra i.

* Giai on 3: Doanh nghip xy dng cho mnh mt ng cu bng th,

th hin s lng hng ho chc chn s bn c trn th tr ng trong mt khong

thi gian c th theo cc mc gi khc nhau. Cu th tr ng cng khng co gin th gi

c cng ty t ra cng cao.

* Giai on 4: Doanh nghip nghin cu gi ca cc i th cnh tranh sdng chng lm cn c khi xc nh v tr gi c cho hng ho mnh.

* Giai on 5: Doanh nghip la chn cho mnh mt trong cc ph ng php

hnh thnh gi sau:

+ Chi ph bnh qun cng li

+ Phn tch im ho vn v m bo li nhun mc tiu

+ Xc nh gi cn c vo gi tr cm nhn ca hng ho

+ Xc nh gi cn c vo mc gi hin hnh v xc nh trn c s thu kn.Doanh nghip quyt nh gi cui cng cho hng ho cn lu n s chp

nhn v mt tm l y nht, i vi gi v nht thit phi kim tra xem gi

c ph hp vi nhng mc tiu marketing m doanh nghip thi hnh khng.


27/94


7.2.3. Place - Chnh sch phn phi

Knh phn phi l tp hp cc cng ty hay c nhn m qua ng i bn thc

hin vic chuyn giao cho ng i tiu dng quyn s dng hay quyn s hu hng ho

hay dch v c th.

Knh phn phi l con ng hng ho c l u thng t cc nh sn xut n

ng i tiu dng. Nh n m doanh nghip khc phc c nhng tr ngi v thi

gian, a im v quyn s hu hng ho v dch v vi nhng ng i mun s dng

chng. Cc thnh vin ca knh phn phi lm mt s chc nng:

1. Nghin cu, thu thp thng tin cn thit lp k hoch v to iu kin

thun li cho vic trao i.

2. Kch thch tiu th, son tho v truyn b nhng thng tin v hng ho.

3. Thit lp cc mi quan h, to dng v duy tr nhng mi quan h vi nhng

ng i mua tim n.

4. Hon thin hng ho, lm cho hng ho p ng c nhng yu cu ca

ng i mua. Vic ny lin quan n cc hot ng sn xut, phn loi lp rp v ng

gi

5. Tin hnh th ng l ng v gi c v nhng iu kin khc thc hin b c

tip theo l chuyn giao quyn s hu hay quyn s dng.

6. T chc l u thng hng ho, vn chuyn v bo qun, d tr hng ho.

7. m bo kinh ph - tm kim v s dng ngun vn b p cc chi ph

hot ng ca knh.

8. Chp nhn ri ro, gnh chu trch nhim v hot ng ca knh.

Cc thnh vin trong phn phi marketing gm:

- Ng i sn xut ng u knh c nhim v cp hng ho cho l u thng.

- Ng-i trung gian (gm cc phn t trung gian nh-: Cc i l cp 1, 2

nhng ng-i bn bun, bn l) l nhng trung gian gia nh sn xut v ng-i tiu

dng c nhim v lm cho hng ho lu thng thun li.

- H thng kho tng, bn bi, phng tin vn ti, ca hng, h thng thng tin

th tr ng, cc dch v khc tham gia vo cc knh phn phi.


28/94


- Ng i tiu dng l khu cui ca knh.

Trong thc t th ng c cc loi knh phn phi nh sau:

+ Knh cp 0: Knh phn phi trc tip

+ Knh cp 1: Knh phn phi gin tip, knh ngn

+ Knh cp 2: Knh phn phi gin tip, knh di, knh y

+ Knh cp 3: Knh phn phi gin tip, knh di, knh y .

S khc bit gia cc knh trn c m t bng d i y, du mi tn th hin

chiu hng ho c phn phi:

Ng i sn

xut

Knh cp 0

Knh cp 1

Knh cp 2

Ng i tiu

dng

Knh cp 3

S knh phn phi tng qut

Trong thc t cn tn ti nhng knh nhiu cp hn. Theo quan im ca ccnh sn xut th knh cng nhiu cp th cng kh kim sot mi khu phn phi,

cn s dng bao nhiu trung gian l tu thuc vo chin l c phn phi. C cc loi

chin lc phn phi sau y:

+ Chin lc phn phi mnh: Cc doanh nghip p dng chin l c ny khi

mun m rng th phn v lm cho ng i tiu dng bit n sn phm ca mnh.

+ Chin l c phn phi rng quyn: Cc doanh nghip p dng chin l c

ny khi c uy tn trn th tr ng. Do vy h mun la chn ng i phn phi cnng lc nht. Vi cc mt hng c bit th ng p dng chin l c ny.

+ Chin l c phn phi chn lc: Tr ng hp ny cc doanh nghip kt hp hi

ho hai chin l c trn.

7.2.4. Promotion - Chnh sch xc tin v h tr kinh doanh

Bn l

Bn bun Bn l

i l Bn bun Mi gii Bn l


29/94


Vi mc tiu gii thiu v truyn tin v doanh nghip v sn phm cung, cu

gp nhau nhm y mnh vic tiu th hng ha, tha mn ti a nhu cu ca ng i

tiu ding, t to li th, v kh cnh tranh ca doanh nghip trn th ng tr ng.

Doanh nghip c th s dng ring l hoc 2 chin l c trong xc tin v h tr kinh

doanh sau:

Chin l c ko:

Chin l c ko l chin lc thu ht, li ko khch hng mua sn phm ca

mnh. Khch hng mc tiu ca chin l c ny l ng i tiu dng cui cng. Doanh

nghip dng cc cng c nh : qung co, quan h vi qun chng, thm quan hi ch

trin lm, hi ngh khch hng trong yu t quan trng nht vn l cht l-ng

sn phm.

Chin l c y:

y l chin l c m ngi sn xut tm cch a mt s l ng hng ha ti a

ra th tr ng sao cho c hiu qu nht. Doanh nghip xc tin kinh doanh i vi cc

thnh phn trung gian ca knh phn phi hn l i vi ng i s dng cui cng

bng cc chnh sch khuyn mi gim gi, chu chi ph qung co, chi ph o to

nhn vin bn hng.

7.2.5. People - Chnh sch Con ng i

Ngisn

xut

H thngphn phi

Ngi tiudng

Ngisn

xut

H thngphn phi Ngi tiu

dng


30/94


Nhn lc l vn v cng quan trng trong mi doanh nghip, n cn c

coi l ti sn qu bu nht trong doanh nghip. Chnh v vy, chnh sch Con ng i

ngy cng c nhiu doanh nghip coi trng khi tin hnh chin l c Marketing.

Chnh sch Con ng i l nhng chnh sch chung xoay quanh vn nhn lc

v o to nhn lc nh : b sung nhn lc c kin thc, kinh nghim cn thit m

cng vic i hi hay hun luyn b sung nng cao chuyn mn v kin thc sn

phm khi c sn phm mi

* Mc tiu ca cc doanh nghip l mong mun bn c nhiu hng ho v

thu c li nhun ti a. Do vy hot ng Marketing l khng th thiu c trong

mi doanh nghip. Vic kt hp cc chnh sch ny nh th no cho c hiu qu,

cng l iu m cc doanh nghip cn l u khi thc hin chin l c Marketing.


31/94


Ch-ng IIThc trng hot ng marketing ca cc doanh nghip lng ngh th

cng m ngh H Ni

1. Gii thiu v cc mt hng th cng m ngh H Ni

Theo thng k ca Phng qun l lng ngh v tiu th cng nghip, S Cng

th ng H Ni, H Ni hin c 1.220 lng ngh trong c 256 lng ngh th cng

m ngh ng gp quan trng trong xut khu, tng tr ng kinh t, gii quyt vic

lm v an sinh x hi. Trong s cc sn phm th cng m ngh H Ni hin cn duy

tr v pht trin c, th c 9 nhm mt hng mi nhn mang gi tr v tim nng

kinh t to ln nht, l: gm, my tre l, sn mi, khm trai, g m ngh, m

ngh, thu ren, giy th cng, dt th cng. 9 nhm mt hng ny cng l nhng

nhm mt hng tham gia trong: Tun l hng th cng m ngh H Ni nm 2009

din ra t ngy 03/8 n ngy 09/8, do S Cng thng H Ni v Trung tm xc tin

th ng mi H Ni phi hp t chc2. ti nghin cu ca ti s tp trung vo cc

doanh nghip lng ngh sn xut kinh doanh 9 nhm mt hng ny.

1.1 gm:

Nhc n gm H Ni, ng i ta nh ngay n gm Bt trng mt thng

hiu n su vo tim thc ca mi ng i dn Vit. Gm Bt trng l tn gi chung cho

cc loi gm c sn xut ti lng gm Bt trng thuc x Bt Trng, huyn Gia

Lm, H Ni.

2http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64
http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64http://www.vietrade.gov.vn/index.php?option=com_content&view=article&id=557:tuan-le-hang-thu-cong-my-nghe-ha-noi-2009&catid=20:su-kien-xuc-tien-thuong-mai&Itemid=64


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lm ra gm, ng i th gm phi qua cc khu: chn t, x l v pha

ch t, to dng, to hoa vn, ph men v cui cng l nung sn phm. Kinh nghim

truyn i ca dn lng gm Bt trng l: Nht x-ng, nh da, th ba dc l. Ngha

l t lm gm phi c nn cht m bo rn chc cho sn phm. K l k

thut to lp men ph (men trng, men lam, men nu, men xanh ru, men rn). Cui

cng l k thut nung l c c sn phm hon thin. Ng i th gm quan nim:

sn phm gm khng khc no mt c th sng c s kt hp hi ho ca Ng hnh

l: Kim, Mc, Thu, Ho, Th v trong cn mang c yu t tinh thn, s sng to

ca con ng i. Tt c ho vo nhau to nn mt sn phm gm c bit, hi ho v

b cc, mu sc thanh nh cng vi s tinh t ca con ng i - gm Bt trng. Da vo

ngha s dng c th phn chia loi hnh ca gm Bt trng nh sau:

- gm gia dng: Bao gm cc loi a, chu hoa, u, thp, ang, bt, chn,

khay tr, m, iu, nm r u, bnh vi, bnh, l, cho v h.

- gm dng lm th cng: Bao gm cc loi chn n, chn nn, l

h ng, nh, i th, mm gm, v kim.

- trang tr: Bao gm m hnh nh, long nh, cc loi t ng nh t ng ngh,

t-ng nga, t-ng Di lc, t-ng kim c-ng, t-ng h, t-ng ng-i ba u


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1.2 My tre l

Nhm mt hng my tre l H Ni ni ting vi mt s th ng hiu nh : mytre an Ph Vinh, my tre an Ninh S. Mt s mt hng th cng m ngh c tnh

nng t ng t khc nh sn phm th cng m ngh an t c t, ci, dy rng, bo

ty ( in hnh l thn L u Th ng, x Ph Trc, Ph Xuyn).

Tr c y, chng loi mt hng ni trn ch yu phc v nhu cu thng dng

nh- r, r, ti xch, ln Hin nay c hng trm mu m sn phm khc nhau t

nhng a, khay, l hoa cho n nhng bc tranh an bng my, bn gh, gi-ng,

t, khung nh


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1.3. Sn mi

Sn phm sn mi ni ting t H thnh phn ln c xut x t lng ngh sn

mi Duyn Thi (Th ng Tn). Tri qua bao nhiu nm thng, sn phm sn mi H

Ni vn gi c nt ring, hi ho gia nhng nt phc ho ti hoa mang m tm

hn ngi Vit vi mu sc v bng p c tr ng.

lm c nhng sn phm nh vy u tin phi qua cng on lm ct (t g, tre,

gm, giy, compersit) i hi b quyt pha trn t l gia sn v t hp l; sau lcng on gn, dnh, vi, kp, han, b, th v cui cng l phi.

Sn phm sn mi c th hin tranh, dng c gia nh, bt, a, khay, chn, l

hoa


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1.4 Khm trai

Xut x ni ting ca mt hng khm trai H Ni chnh l lng ngh khm

trai Chuyn M (Ph Xuyn). T nhng v trai, v c tng chng nh v dng,

nhng ng i th khm trai vi bn tay ti hoa, kho lo c th to ra bt k ha tit

no d tinh vi phc tp n u. to ra mt sn phm, ng i th khm trai phi tin

hnh cc khu: sng to bn v, mi, c a, c mnh trn mt tranh khm, mi, nh

bng mt khm.Mnh trai, c c chn la k cng, c khi phi nhp t Singapore

m bo vn mu sc phong ph hn mu cu vng. ti khm a dng t cc tch

c truyn Tam Quc, tam c tho l-, vn ch-ng cu hin hay mu -c l nh-:

mai, thng, cc, trc, chim, hoa, t dn cnh- 4 ng i dn thi c n cc di tch

danh lam thng cnh ni ting t n c nh Cha Mt Ct, H Long, Hu, Si Gn

trn nn bn gh, t, trp, hp trang im, tranh g, sp g


36/94


1.5 G m ngh

Nhc n sn phm g m ngh, ng i dn H thnh nh n ngay nhng ci

tn ni ting nh : lng tin Nh Kh (x Nguyn Tri, Th ng Tn); tc t ng Sn

ng (x Sn ng, Hoi c); iu khc D D (x Thanh Thy, Thanh Oai) hay

khc g ng Giao, lng mc Vn im T nhng khc g mc mc, v tri nh ti

nng ca ng i th th cng lng ngh, chng tr thnh nhng pho t ng gi c nh

t qu kh b c ra, hay nhng hnh th mang ti truyn thng nh long, ly, quy,

ph-ng cho n nhng ti hin i nh- con ging, t-ng ngh thutsng ng v

c hn mt cch k l. Ngoi ra nhng sn phm mc cao cp nh : bn, gh, gi ng,

t, sp, trp ca lng ngh cng ra i va mang tnh hin i li va mang nt c

truyn tinh xo, c o.


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1.6 m ngh

Tinh t v c o - l ngh thut chm khc H Ni. Sn phm m

ngh kh a dng v kiu dng, chng loi t mt hng chm khc trn mt nh :chm khc chn dung, ch trn bia, n iu khc hnh tng cng gio, pht gio,

t ng ngh thut, t ng chn dung, cc m ngh dng trang tr ni tht n cc

loi n: n v-n, n trang tr, n tr cng bng th hin s kho lo v sng

to ca ng i th th cng.

1.7 Thu ren

Xut x ni ting trong v ngoi n c ca mt hng thu ren H Ni l thu ren

Qut ng (x Qut ng, Th ng Tn) c t th k 17. Ch bng nhng ng ch

thu m ng i th thu ren to ra nhng tc phm ngh thut c o, mang bn


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sc dn tc m nt. Trc y, cc sn phm thu ren ch yu thuc loi mt hng

nghi l hay phc v cung nh nh : thu cu i, tr ng, nghi mn treo nh, cha

cc loi khn chu, o ng cho vua cha. Hin nay, cc sn phm thu c pht

trin thm vi nhiu mu m phong ph, hoa vn mm mi, sng ng, mu sc a

dng t cc loi khn qung, khn tay, khn tri bn, rm ca, v gi, v chn, v ga,

m cho n cc ha tit trn o, qun, ti sch

1.8 Dt th cng

Mt hng dt th cng em li gi tr kinh t to ln v nhiu tim nng nht

l la Vn Phc (lng la Vn Phc, H Ni). B c vo bt k mt ca hng, ca hiu

la H Ni no, khch hng cng b cun ht bi khng gian t la y p sc mu

t i mi. Sn phm la khng ch l nhng mnh la n thun m cn c nhiu sn

phm phong ph t chic ti nh ng in thoi di ng, ti xch tay, c vt, ti ng,

khn qung c, khn tri bn n cc mu m qun o may sn, kiu truyn thng c,

hin i c.


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1.9 Giy th cng

Mt hng giy th cng H Ni rt a dng v mu sc, phong ph v mu m,chng loi nh : hoa giy, con vt bng giy, thip giy, qut giy, ti xch giy, n

lng giy

2. Tnh hnh tiu th ca cc doanh nghip lng ngh th cng m ngh

H Ni

2.1 Th tr ng ch yu ca mt hng th cng m ngh

K t khi Vit Nam m ca nn kinh t, to thun li cho xut khu v cc

lung khch du lch thm quan, hp tc h tr v t hng vi Vit Nam ngy cng

ng, mt hng th cng m ngh ca c n c ni chung v ca H Ni ni ring sm tr thnh mt trong nhng mt hng c tim nng xut khu ln nht c n c.

Nhn thy th trng ni a c sc mua yu trong khi th tr ng n c ngoi ha hn

nhiu n hng ln vi gi chp nhn cao, cc doanh nghip kinh doanh v mt hng


40/94


th cng m ngh sm chn th tr ng hot ng ch yu l th trng n c ngoi.

Hin nay hng th cng m ngh ca H Ni c mt trn 100 quc gia v vng

lnh th trn th gii. Theo nhn nh ca S Cng th ng H Ni, th cc th tr ng

xut khu ch yu ca mt hng th cng m ngh H Ni l M, EU, Nht Bn, Nga,

Php, Hn Quc, i Loan. Trong giai on 2008- 2010, hng th cng m ngh c

Chnh ph coi l mt hng mi nhn ca c n c vi nh h ng n nm 2010, kim

ngch xut khu mt hng ny l 1,5 t USD3. t c mc tiu ny, ba th trng

xut khu chnh cho mt hng th cng m ngh c n c ni chung v H Ni ni

ring l: Nht Bn, Hoa K, EU; trong Nht Bn hin nay ang c coi l khch

hng ch lc, c tim nng s 1 nhp khu mt hng ny. 4

Gn y, do nh h ng ca khng hong ton cu, cc th tr ng truyn thng

Chu u v mt phn Chu c sc mua gim r rt, mt s doanh nghip lng

ngh th cng m ngh H Ni ang ch ng tm kim th tr ng xut khu mi.

y cng l vic nn lm tho g kh khn v u ra tr c mt cho cc doanh

nghip ny.

Mt iu cng ng phi suy ngh, bn lun l: mc d mt hng th cng

m ngh l mt hng truyn thng ca dn tc, tr c y tng gn b mt thit vi

i sng sinh hot ng i Vit, th nh ng trong hn 20 nm i mi tr li y, d ng

nh cc doanh nghip lng ngh th cng m ngh b qun th tr ng ni a,

khng tp trung tha ng thi gian, cng sc, tin bc nm bt nhu cu v sn

xut ra cc mt hng thit yu phc v tiu dng trong n c m ch trng i vo

nhng n t hng ln t n c ngoi.

Gn y, ng tr c nhiu kh khn v u ra, nhiu doanh nghip lng ngh

th cng m ngh cng vi s h tr ca Hip hi th cng m ngh H Ni, Hip hi

lng ngh Vit Nam phi hp vi S Cng Th ng H Ni, Trung tm xc tin th ng

3http://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.html4http://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.html
http://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.htmlhttp://www.tinkinhte.com/nd5/viewsubject/tong-hop-thong-tin-du-bao-kinh-te-2009/phan-dau-den-nam-2010-kim-ngach-xuat-khau-hang-thu-cong-my-nghe-cua-viet-nam-dat-15-ty-usd/32585.s_33.1.html


41/94


mi H Ni bt u h ng ti th tr ng ni a l ch yu vi nhiu hi ch trin

lm nh-: tham gia L hi sn phm lng ngh truyn thng ti Mlinh Plaza, Tun

l hng th cng m ngh 2009 y cng l khi u ng khch l ca cc doanh

nghip lng ngh th cng m ngh H Ni nhm quay v th tr ng ni a vn

nhiu tim nng.

2.2 Khch hng ch yu ca cc doanh nghip lng ngh th cng m ngh

H Ni

2.2.1. Th tr ng xut khu

Khch hng ca cc doanh nghip th cng m ngh rt a dng, n t nhiu

quc gia, song c th chia lm cc loi chnh nh sau:

- Khch hng quen bit qua cc th ng v bun bn cc mt hng th cng m

ngh ca cc doanh nghip.

- Khch hng c gii thiu qua cc i l hoc vn phng giao dch th ng

mi.

- Khch hng m doanh nghip tm n thng qua s gp g cc cuc hi

tho, hi ch, trin lm trong v ngoi nc.

- Khch hng t tm n doanh nghip qua qung co, gii thiu ca B Cng

Th-ng, S Cng Th-ng, t chc Hip hi, qua cc chuyn du lch lng ngh

Cc khch hng c th t mi quan h lu di vi doanh nghip, l: cc i

l thu mua, cc i l ca cc cng ty xut nhp khu, hoc cc cng ty n c ngoi

nh ng lm nhim v nh nh phn phi, hoc c th l khch vng lai v d nh khch

du lch, nh ng vic quen bit v mua bn vi h cng ha hn nhiu c hi giao

thng ln.

Hin nay, cc doanh nghip lng ngh th cng m ngh vn lun pht huy

mi quan h tt p v th ng xuyn gi cc khch hng v mt khc tch cc tm

kim thm cc bn hng mi.

2.2.2 Th trng ni a


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Khng c si ng v di do nh th trng xut khu, khch hng trn th

tr ng ni a ch yu mua vi s l ng t, phc v nhu cu c nhn, cc ca hng,

ca hiu kinh doanh nh, rt t cc nh phn phi ln mt hng ny trong n c.

Trong mt nm, s l ng hi ch, trin lm cc doanh nghip th cng m

ngh tm n khch hng trong n c l khng nhiu. V vy, ch yu khch hng

trong n c tm n mt hng th cng m ngh qua cc ca hng, ca hiu ca doanh

nghip, cc i l bn l do t tm hiu, bit ting, hi thm hoc qua cc chuyn du

lch lng ngh.

Nh vy a s khch hng ni a l khch vng lai, mua s l ng t, nh l,

khng lin tc. Trong khi trn th tr ng c rt nhiu sn phm thay th tin dng,

hin i, li tch cc qung co vi h thng phn phi nhanh chng, ch ng tm

n ng i tiu dng. Nu doanh nghip lng ngh th cng m ngh khng c bin

php Marketing kp thi th rt c th th tr ng ni a cho mt hng ny s ngy

cng thu hp, khch hng mua th cng m ngh ch nh tm n mt th vui ch

khng cn xut pht t nhu cu thit yu.

2.3 Tnh hnh tiu th ca cc doanh nghip lng ngh th cng m ngh

H Ni 2009

2.3.1 Kho st v cm nhn thc t:

Khng cn ti nhng con s thng k c th, bt k ai n thm cc lng ngh

vo thi im ny cng cm nhn c tnh hnh kinh doanh i xung ng lo ngi

ca cc doanh nghip lng ngh th cng m ngh H Ni nm 2009.

tng thm tnh st thc ca ti ny, tc gi c mt chuyn kho st vo u

thng 6 nm 2009 mt s lng ngh c coi l lun nhn nhp v tr ph bc nht H

Ni l: lng gm Bt Trng (huyn Gia Lm); my tre an Ph Vinh (huyn Chng

M); sn mi Duyn Thi, thu Qut ng (huyn Th ng tn) v lng la Vn Phc

v rt ra mt s cm nhn, nh gi sau:

Qu thc, thay cho s si ng, nhn nhp vn c ca cc lng ngh H Ni, l

s u hiu, vng v, mt khng kh m bun m c l tng rt lu cc lng ngh

mi phi tri qua. Qua phng vn trc tip nhng ngi bn hng y v cc doanh


43/94


nghip sn xut th cng m ngh, ti c bit: t u nm 2009, cc n t hng

th a tht dn khin sn xut ngng tr, hng ha ng, lao ng d tha, l ng

khch tham quan cng gim hn.

Tnh hnh kinh doanh ngay ti n v sn xut l cu tr li thc t nht cho

thc trng tiu th ca mt mt hng. Nh vy cu ca mt hng th cng m ngh

ang gim st nghim trng khin d cung v d lao ng xy ra. Nu tnh trng ny

ko di, lng ngh H Ni tt s ri vo suy thoi trm trng.

2.3.2, nh gi ca nh chc trch v nhng ng i trong cuc5

Theo nhn nh ca Phng qun l lng ngh v tiu th cng nghip, S Cng

Th-ng H Ni: trong bi cnh chung ca lng ngh c n-c d-i nh h-ng ca

cuc suy thoi kinh t, t nm 2008 n nay, cc lng ngh th cng m ngh H Ni

ang lao ao trong sn xut kinh doanh, mc d ch-a mt lng ngh phi ng ca,

nh ng tnh trng chung ca cc lng ngh th cng m ngh H Ni l hot ng cm

chng, nhiu doanh nghip sn xut lng ngh chu thua l, ch qua giai on ny, sn

xut ca cc lng ngh st gim t 30 - 50% so vi tr c, thm ch lng ngh sn mi

Duyn Thi, huyn Th ng tn gim trn 50%. Trn th tr ng xut khu, nhu cu

khch hng gim st, th tr-ng thu hp, gi sn phm theo cng gim mnh.

im qua mt s hng th cng m ngh -c coi l mnh ti H Ni:

Theo cung cp thng tin t ng Nguyn Trng Th , Hi gm s Bt Trng: sc

sn xut ca lng ngh gm gim khong 40%, nhiu th tr ng xut khu khng c

n hng. Cc doanh nghip tn qu nhiu hng nn tm dng sn xut, cc h gia

nh cng phi sn xut cm chng. Kt qu l lao ng lng ngh gim khong 50%

trong 40% lao ng thi v cc x ln cn v 10% lao ng trong lng nhiu ng

ch trong thi k ny cng tr thnh th ct gim chi ph, cn 3 im ch lao ng

ca lng ngh Bt trng hng sng vn ng o ng i ch vic nh ng chng my ai

thu m n. L ng khch du lch n Bt trng cng gim dn, lc c mi thy vi v

khch n c ngoi.

5Phn vit ny c tng hp t website:http://www.vhdn.vn/index.php?view=article&id=6741&tmpl=component&print=1&page=&option=com_content
http://www.vhdn.vn/index.php?view=article&id=6741&tmpl=component&print=1&page=&option=com_contenthttp://www.vhdn.vn/index.php?view=article&id=6741&tmpl=component&print=1&page=&option=com_contenthttp://www.vhdn.vn/index.php?view=article&id=6741&tmpl=component&print=1&page=&option=com_contenthttp://www.vhdn.vn/index.php?view=article&id=6741&tmpl=component&print=1&page=&option=com_contenthttp://www.vhdn.vn/index.php?view=article&id=6741&tmpl=component&print=1&page=&option=com_content


44/94


- Theo nhn nh ca S cng th ng H Ni th lng ngh my tre an Ph

Vinh (x Ph Ngha, huyn Ch ng M)- mt lng ngh c ti 100% gia nh lm

ngh v thu ht 98% gia nh trong x theo ngh nh ng t u nm 2009 n nay

cng u ri vo cnh lao ao, th trng thu hp, khng c n hng xut khu. Sc

sn xut ca lng ngh gim khong 50%, hng nghn lao ng thiu vic lm.

Khi c phng vn, ng Nguyn Vn Chung, Gim c Cng ty TNHH Hoa

Sn, x Ph Vinh (huyn Ch-ng M) than phin: u ra gp kh khn, sn xut

gim st tc ng khng nh ti cc doanh nghip va v nh nh chng ti. Hu

ht cc c s sn xut my tre an Ph Vinh u hot ng cm chng trong thi

gian ny.

- Cng theo nhn nh ca S Cng Thng H Ni

Lng la Vn Phc cng trong trnh trng t ng t khi sn xut st gim ti

30%, kh nng mua hng ca khch cng gim trn 20% nhiu doanh nghip c nguy

c l vn.

* Nh vy, doanh nghip v ng i dn lng ngh l nhng nn nhn ca cuc suy

thoi kinh t nm 2009. ng tr c nhng kh khn ca doanh nghip lng ngh th

cng m ngh, Chnh ph trch mt phn gi kch cu h tr hot ng ca lng

ngh, ng ch l chnh sch b li sut cho doanh nghip va v nh. Tuy nhin

cc doanh nghip th cng m ngh li kh tip cn c vi ngun vn vay u i t

gi kch cu ca Chnh ph.

Theo quan im ca Ngn hng Nh n c, vay c ngun vn u i ny,

doanh nghip phi c iu kin sn xut kinh doanh v phi m bo c li nhun,

th cc Ngn hng mi c th thu hi c vn v li sut6. Nh ng doanh nghip lng

ngh th cng m ngh H Ni vn cn ang loay hoay tm th tr ng tiu th v

gnh nng n nn sn c.

Tm li, hai vn vn v th tr ng y doanh nghip lng ngh th cng

m ngh H Ni vo tnh cnh kh khn nh hin nay. Tuy nhin, theo kin nh

6http://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.html
http://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.htmlhttp://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.htmlhttp://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.htmlhttp://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.html


45/94


gi ca ti, vic tnh hnh kinh doanh xu i mt cch nghim trng tnh ti thi im

ny khng th li tt c cho suy thoi, nu c mt chin l c pht trin tt ngay t

u li cng thm s h tr, u i, to iu kin ht sc thun li ca cc c quan

Nh n c, cc t chc Hip Hi th doanh nghip th cng m ngh vn c th ng

vng qua thi k suy thoi nh bao doanh nghip t nhn khc. Vn nm ch:

hot ng marketing ca cc doanh nghip th cng m ngh H Ni phi hp cng

nhng ch ng trnh, chnh sch h tr ca cc c quan Nh nc, t chc Hip Hi

vn cn non yu, ch a ng b v ton din. Phn tip theo ca ti s phn tch r

hn nhn nh trn.

3. Thc trng hot ng marketing ca cc doanh nghip th cng m

ngh H Ni

Do ngun thng tin v thc trng hot ng Marketing ca cc doanh nghip

lng ngh th cng m ngh sn c khng nhiu, nn ngoi vic s dng ngun thng

tin trn cc website tin cy (sau y s c ch thch c th), tc gi cn s dng kt

qu t phiu iu tra hot ng marketing ca 50 doanh nghip lng ngh th cng m

ngh H Ni.

Thi gian thc hin: t 2/5 n 27/5 nm 2009.

S mu: 50

c im cc mu: thuc 9 nhm ngnh ngh: my tre l, sn mi,

khm trai, gm, dt th cng, giy th cng, thu ren, g m ngh,

m ngh.

Ni dung:

Phiu iu tra hot ng marketing ca cc doanh nghip lng ngh th cng m

nghThng 5, nm 2009

(Dng cho cc ch doanh nghip)


46/94


Cu 1: ng (B) hy nh gi mc cn thit ca cng tc nghin cu th tr ng i

vi s sng cn ca doanh nghip bng cch cho im t 0 n 4 (im cao hn

t ng ng vi mc cn thit cao hn)

S im: .............

*Kt qu: 2 mu cho 0 im

15 mu cho 1 im

16 mu cho 2 im

10 mu cho 3 im

7 mu cho 4 im

Tng s: 105 im trung bnh: 2,1

Cu 2: Doanh nghip ng (B) th ng thu thp nhng thng tin th

trng v:

Kt qu:

s mu chn

Nhu cu th hiu ca khch hng 9

Cc c hi giao th ng 50

Cc doanh nghip th cng m ngh cng lng ngh 47

Cc doanh nghip th cng m ngh khc lng ngh 8

Cc vn bn, chnh sch Nh n c lin quan 48

Din bin cu th trng lin quan 5

Cc thng tin khc (nu r):. 0

Cu 3: Ngoi vic phn chia khch hng thnh cc

nhm khc nhau v mc ch s dng sn phm doanh

nghip cn c cch phn chia no khc khng

Kt qu: (s mu chn)

Khng 32

C 18

Nu cu ny ng (B) chn khng, xin chuyn tip sang cu 5.


47/94


Nu cu ny ng (B) chn ng, xin chuyn tip sang cu 4.

Cu 4: Cch phn nhm khch hng khc l (c th

chn nhiu p n)

Kt qu: (s mu chn)

Phn nhm theo tui, gii tnh 14

Phn nhm theo nn vn ha, thi quen 4

Phn nhm theo phong cch, c tnh 12

Cch phn nhm khc l: (nu r): 0

Cu 5: Mu m, chng loi sn phm hin nay ca

doanh nghip phn ln bt ngun t (ch c chn 2

p n)

Kt qu: (s mu chn)

Cc sn phm truyn thng 50

Cc n t hng sn 37

S sng to ring ca doanh nghip 13

Mua cc mu thit k 0

Cc ngun khc (nu r) 0

Cu 6: Doanh nghip c bin php no tng bn,

bng p, tinh xo, chnh xc ca sn phm? (c

th chn nhiu p n)

Kt qu: (s mu chn)

p dng b quyt lng ngh 50

t tm ti b quyt mi 19

ng dng my mc cng ngh 29

Cc bin php khc (nu r) 0


48/94


Cu 7: Theo ng (B), c cn thit phi m bo an

ton cho sn phm th cng m ngh khng? Nu c,

doanh nghip ng (B) p dng bin php no?

Kt qu: (s mu chn)

Khng cn thit 41

C cn thit nh ng ch a c bin php no 9

C cn thit v bin php ca doanh nghip ti

l: (nu r)

0

Cu 8: Doanh nghip ng (B) p dng hnh thc phn phi no

di y.(du mi tn biu th chiu hng ha c phn phi; c th

chn nhiu p n)

Kt qu:

(s mu chn)

Doanh nghip Ng i tiu dng 50

Doanh nghip Bn l Ng i tiu dng 50

Doanh nghip Bn bun Bn l Ngi tiu dng 50

Doanh nghip i l Bn bun Mi gii

Bn l Ng i tiu dng

32

* Ngoi cc ph ng n trn, liu c tr ng hp no gia doanh

nghip ng (B) v ng i tiu dng tn ti nhiu trung gian hn

khng? (ch chn 1 p n)

C 12

Khng 11

Khng r 27

Cu 9: Doanh nghip ng (B) nh gi hng ha theo

(c th chn nhiu p n)

Kt qu: (s mu chn)


49/94


Sc mua ca th tr ng 50

Chi ph sn xut 50

Gi tr cm nhn c ca hng ha 50

Gi ca cc doanh nghip khc cng lng ngh 46

Gi c th trng sn phm ni chung 7

Yu t khc na (nu r) 0

Cu 10: xc tin v h tr kinh doanh, doanh nghip

ng (B) thng qua cc hnh thc no d i y (c th

chn nhiu p n)

Kt qu: (s mu chn)

n phm, Catalogue 14

T ri 0

Bo ch (ng bi v doanh nghip hoc sn phm lng ngh) 34

Truyn hnh (qung co v doanh nghip hoc gii

thiu sn phm lng ngh)

19

Website ca doanh nghip 9

Hi ch trin lm 21

Du lch lng ngh 12

Khuyn mi, khuyn mi 50

o to i ng bn hng trc tip 3

Hnh thc khc (nu r): 0

Cu 11 Theo ng (B), ti sao ng i tiu dng li chn sn phm ca doanh nghip

ng (B) v theo nh gi ca ng (B) th sn phm ca doanh nghip ng (B)

ang c v tr nh th no trn th tr ng th cng m ngh cng loi?


50/94


Kt qu: S c nu r v phn tch phn 3.3, hot ng nh v sn phm.

Ngoi ra, c cn c nh gi hot ng Marketing ca cc doanh nghip

lng ngh th cng m ngh, tc gi cn thu thp thng tin t nhng ng i ang mua

trc tip sn phm ti lng ngh m bo tnh thc t v khch quan cng nh quan

st trc tip hot ng mua bn ti cc ca hng ngay ti lng ngh.

Kt qu thu nhn c s c nu r v phn tch trong phn vit tng hp

di y:

3.1 Hot ng nghin cu th tr ng

Trn thc t hot ng nghin cu th tr ng ng vai tr quan trng i vi

cc doanh nghip ln ngh th cng m ngh bi h l ng i sn xut ra sn phm -

tc l ngi quyt nh liu sn phm c ph hp vi nhu cu ca th tr ng khng?;

liu sn phm c sc cnh tranh trn th trng khng? Nh ng tht ng bun l

tnh trng thiu thng tin li l vn nn chung ca cc doanh nghip ny:

- Thiu thng tin v nhu cu th tr ng:

Phn ln cc doanh nghip lng ngh sn xut theo cc n mu t hng, cc

mu truyn thng ch khng bit loi mu m no ang c khch hng a chung

nht, loi mu m no li thi, sp ti s c mt tro l u no mi v h phi sn xut

ra loi mu m no p ng nhu cu ca khch hng.

Cng c th nu c t hng, tc l c sn xut theo mu m l p

ng c nhu cu th trng. Nh ng vn ch, nhng ng i t hng hu ht l

cc nh phn phi, h vn cha phi l khch hng cui cng trong chui gi tr; th

hai; doanh nghip cn mt thi gian nht nh sn xut ra sn phm sau khi nhn

c n t hng tc l s tn ti mt tr trong t khi pht hin ra nhu cu th

tr ng cho n khi c sn phm p ng nhu cu .

- Thiu thng tin v cc i th cnh tranh:

Hin nay hng th cng m ngh Vit Nam ni chung v hng th cng m

ngh ni ring phi cnh trang vi hng Trung Quc, Thi Lan, v mt s n c


51/94


ASEAN c v gi c, mu m. l ch a k ti hng gi, hng nhi.7 Khng nhng

phi cnh tranh trn th tr ng n c ngoi, ngay c trn th tr ng ni a, doanh

nghip lng ngh th cng m ngh cng phi ng u vi hng ha thay th. Nh

vy vic phn tch cnh trnh l v cng cn thit. Tuy nhin, vic thu nhp thng tin

ca i th cnh tranh vn ch a c cc doanh nghip ny thc hin , hoc cho rng

khng cn thit, hoc gp kh khn trong tm kim thng tin. Do vic xm nhp v

chim lnh th tr ng xut khu cng thm kh khn c bit l trong thi k suy thoi

hin nay, thm ch khi quay li th tr ng ni i, sn phm truyn thng cng ch a

chc thng ngay ti sn nh.

i vi cc i th trong n c, vic thu thp thng tin mi ch dng li vic

kho st gi c ca cc doanh nghip cng lng ngh c mc gi ph hp cho

doanh nghip mnh.

Trong vi nm tr li y, c mt s doanh nghip lng ngh th cng m ngh

bt u v n ra tm hiu th tr ng thng quan Internet d i dng website, c bit l

cc doanh nghip gm Bt Trng hay cc doanh nghip my tre an. Tuy nhin, mc

ch chnh ca website ny li l qung b tm kim khch hng, mc phn hi t

pha khch hng l t nn hiu qu nghin cu th tr ng qua website l khng cao.

Ngoi ra, vic nghin cu th tr ng nu c th ch yu qua cc hot ng bun

bn trc tip, cc hi ch, hi tho v sn phm m cc c quan Nh n c phi hp

vi cc t chc Hip hi thc hin. Bn cnh , qua cc bn thng k hng nm, cc

bi vit ca cc t chc, Hip hi c lin quan, cc bi phn tch ca cc nh kinh t,

nh bo trn bo ch, truyn hnh, trn cc website ca Chnh ph, cc B nghnh v

Hip hi, cc hi tho chuyn m cc doanh nghip lng ngh th cng m ngh

c iu kin nhn ra c cc thng tin cn thit v th tr ng. Tuy nhin, vic cc

vic cc doanh nghip lng ngh th cng m ngh c bit tn dng cc c hi tm

hiu th tr ng ny khng, ri sau c bit cch p dng v x l thng tin thu nhn

c trong qu trnh kinh doanh hay khng cn ph thuc vo nhy bn v u c

kinh doanh ca h.

7http://vneconomy.vn/66775P0C10/co-hoi-cho-hang-thu-cong-my-nghe.htm
http://vneconomy.vn/66775P0C10/co-hoi-cho-hang-thu-cong-my-nghe.htmhttp://vneconomy.vn/66775P0C10/co-hoi-cho-hang-thu-cong-my-nghe.htmhttp://vneconomy.vn/66775P0C10/co-hoi-cho-hang-thu-cong-my-nghe.htmhttp://vneconomy.vn/66775P0C10/co-hoi-cho-hang-thu-cong-my-nghe.htm


52/94


3.2 Hot ng phn khc th tr ng

Nh mt hu qu ca hot ng nghin cu th tr ng t c ch trng, hot

ng phn khc th tr ng c din ra nhng theo li truyn thng, t linh hot, mang

tnh cht t pht.

Khch hng c chia thnh nhm mt cch t nhin da theo ng c; mc

ch mua hng. Tc l ng vi mi mt hng c gi tr s dng ring bit nht nh th

khch hng ng vi mi mt hng c xp vo 1 nhm. C th cc nhm sau y:

- Nhm khch hng mua lm l u nim.

- Nhm khch hng mua lm ni tht.

- Nhm khch hng mua lm trang phc.

- Nhm khch hng mua lm dng gia nh.

........

Ngoi ra vi 1 s mt hng nh la, thu ren th c th c chia thnh tng

nhm theo tui ph hp vi mu sc g, ha tit trang tr g...Tuy nhin cc doanh

nghip vn c a nhn thc c tm quan trng ca hot ng phn khc th tr ng v

cng ch a c nhng bin php marketing ring bit ph hp cho tng phn khc.

3.3 Hot ng nh v sn phm:

Xut pht ch yu t ngi dn lng ngh, bn thn nhng ng i ch doanh

nghip th cng m ngh lun cm thy t ho v thin v sn phm doanh nghip

mnh. Khi -c phng vn cng cu hi: Theo ng (b), ti sao ng-i tiu dng li

chn sn phm ca doanh nghip ng (b) v sn phm ang c v tr nh th no

trn th trng th cng m ngh cng loi (theo cuc iu tra bng phng vn trc

tip, v gi mail 50 doanh nghip lng ngh th cng m ngh nm 2009). Kt qu l,

c n 80% s doanh nghip cho rng: nh uy tn v cht l ng c gy dng t lu

m doanh nghip c c s tin t ng v hp tc t pha khch hng; hay ni cch

khc l hu x t nhin h-ng v mi th-ng hiu sn phm th cng m ngh gn

vi lng ngh c mt c tr ng ring, khng d g so snh th hng trn th tr ng.

Trong thi k hi nhp hin nay, sn phm cnh tranh ngy cng nhiu, ch a

k hng gi, hng nhi, vi li suy ngh truyn thng nh vy, chc chn cc doanh


53/94


nghip nh th s khng c mt chin l c nh v sn phm r rng v sn phm lng

ngh rt d mai mt. Bi nu ch n thun ni cho khch hng bit sn phm doang

nghip mnh tt hn, lu i hn trong bt ngn sn phm na n nhau, thm ch c

nhng sn phm ca Trung Quc, Thi Lan cn bt mt hn th vn ch a , doanh

nghip cn phi ch ra n tt hn nh th no, p hn, khc bit, c o hn c

im no, khi ng gia hng ngn sn phm th cng m ngh, ng i ta vn c

th ch ra u l gm Bt trng, u l my tre an Ph Vinh, u l la Vn Phc, l

thu ren Qut ng, khi nh v cn 1 sn phm vi tiu chun l th ny, t h kia

ng i ta nh v tm ngay n sn phm ca doanh nghip. C nh vy, doanh nghip

lng ngh th cng m ngh mi c th ng vng trn th tr ng.

3.4 Chin l c Marketing-mix (5 Ps)

3.4.1 Chnh sch sn phm

Khi xt n mt sn phm th cng m ngh, ngi ta phn tch n cc kha cnh

sau:

+ Tnh ng dng

+ Ch tiu k thut ( u, bng)

+ Mu m ( kiu dng, mu sc, hoa vn)

+ an ton.

Sau y, ti s phn tch cc chnh sch sn phm lin quan n nhng kha cnh

trn:

Tnh ng dng

Mt mt hng cng c tnh ng dng cao th cng c c hi tiu th c nhiu

v rng ri ti th tr ng hin hu v vn sang cc th tr ng mi. Nm c iu

ny, cc doanh nghip lng ngh th cng m ngh lun t tm ti sng to hoc

thng qua cc n t hng m pht trin thm cc sn phm c tnh nng mi da

trn c s cc nguyn liu c. in hnh nht l mt hng gm Bt trng, my tre l c

th s dng lm nhiu loi gia dng, l-u nim, trang tr

Tuy nhin, nu c thm nhiu thng tin t pha nhu cu th tr ng, ci tin cht

l ng sn phm th doanh nghp lng ngh th cng m ngh s cn to ra nhiu sn


54/94


phm c tng ng dng cao hn na, v d nh mt hng m ngh, thu ren. Bn

cnh vn tn ti mt s sn phm th cng m ngh c cng dng khng r rng.

Ch tiu k thut ( u, bng)

Cc ch tiu k thut ngy cng tr nn quan trng do cc bn hng xut khu,

c bit l Nht Bn, M, Chu u ngy cng i hi kht khe hn, trong khi nhiu

mt hng th cng m ngh ca i th cnh tranh, in hnh l Thi Lan li n dt

hng ca ta v cc ch tiu ny. Mc d ng-i th th cng m ngh H Ni ni

ting kho lo, cn c v chm ch nh ng do lm th cng bng tay l ch yu nn

khng th trnh khi nhng sai st k thut.

Tri qua qu trnh sn xut lu di mt hng ny, cc ngh nhn th cng m

ngh c rt ra nhiu kinh nghim hay, qu bu truyn li cho th h sau gn gi

v pht trin; v nay li c cc doanh nghip th cng m ngh tm hiu v p dng

vo qui trnh sn xut v d nh : k thut x l v pha ch t, k thut to lp men,

k thut nung l ca ngi ngh nhn gm Bt trng; b quyt pha trn t l gia sn

v t hp l v gn y nht l k thut to ct t nguyn liu mi: ct t gm, giy,

compersit cho bng cao thay th cho ct t tre, g truyn thng ca ngh nhn sn

mi. Mi lng ngh li lu truyn nhng b quyt ring m cc doanh nghip th cng

m ngh vn ngy ngy p dng v tm cch pht trin. Tuy nhin vi mt hng nh

my tre an, g m ngh, m ngh, gm th khng th ch da vo cc b quyt v

s kho lo ca i bn tay m c th to ra c nhng sn phm tha mn cc ch

tiu k thut kht khe khi tham gia th trng xut khu. Nh vy vic p dng my

mc k thut vi chun xc cao hn l iu cn thit. Nhn thc c iu ny, cc

loi my c a, my phun sn, my tin, my s ch nguyn liu th c th lng tre tht

u nhau t 0,6 n 1,0 mm, my nh bng -c s dng trong iu khc ,

g, sn xut sn phm my tre an thay th cho con ng i. Ngnh gm a l ga,

l in thay th dn cc l t ci, t than.

Mu m: kiu dng, mu sc, hoa vn

Mt sn phm thuc nhm mt hng th cng m ngh, sn phm phi

t tiu chun: p. Nu mt hng th cng m ngh a dng v chng loi; tc l


55/94


c tnh ng dng cao m mu m khng p, khng c o th ch a chc chim

-c cm tnh ca khch hng. c bit khi m ngy nay tiu chun hng p,

hng c ang dn chim lnh v tr hng u trong quyt nh mua hng.

Thm m ca con ng i thay i theo thi gian ch a k l cc tro l u mi lin

tc xut hin; nh ng do hot ng nghin cu th tr ng ca cc doanh nghip th

cng m ngh cn yu km nn a s sn phm cn sn xut theo mu c, t c ci

tin. Tuy nhin, kh nng sn xut theo mu t sn ca khch hng kh tt v linh

hot, nhiu sn phm c o ra i v li l nn tng ca nhng t ng sng to v

sau nh ng a phn l do khch hng yu cu ch bn thn th lng ngh ch-a chu

u t , tm hiu v sng to tng mi, ch a bt kp vi th hiu trong n c, tp

qun v thi quen tiu dng ca th trng xut khu. Nm bt c c im ny, cc

t chc, Hip hi lin quan c nhiu ch ng trnh nhm pht trin mu m sn

phm cho doanh nghip lng ngh nh cc cuc thi sng to mu m, giao l u trin

lm trong v ngoi n-c, cc hi tho chuyn

an ton

X hi cng pht trin, con ng i cng lo lng cho sc khe ca bn thn v tin

dng nhng thc phm, vt phm t gy hi cho c th mnh. Hin nay, trn th tr ng

c rt nhiu sn phm c qung co l an ton vi sc khe, thn thin vi mi

tr ng to dng lng tin vi khch hng.

Do quy trnh sn xut cn mang nng tnh th cng, th s, nhiu sn phm th

cng m ngh b ng i tiu dng nghi ngh l c cha hm l ng ha cht c hi

bn trong. Mt khch hng ch cn nhc mt sn phm nh my tre l, sn mi, g m

ngh ln thong ngi thy c mi ha cht do n c sn, n c nh bng, n c to

mu, cht chng mc, mi xng du ngm vo sn phm. Thm ch c sn phm khi

cm vo cn phai mu ra tay. Theo nghin cu ca t chc WWF Greater Mekong,

cc sn phm my tren an ca Lo, Campuchia, Vit Nam kh c kh nng cnh

tranh trn tr ng quc t do khng m bo tiu chun an ton. Mi y, t chc ny

bt u trin khai d n Xy dng h thng sn xut bn vng cc sn phm my tre

Lo, Vit Nam, Campuchia tr gi 2,4 EUR nhm khuyn khch cc doanh nghip


56/94


my tham gia quy trnh sn xut my sch v an ton.8 Tuy nhin, cc doanh nghip

th cng m ngh H Ni vn ch a c hnh thc cam kt, m bo no vi khch

hng v an ton ca sn phm v ch a c ng thi tin hnh ch ng trnh, chnh

sch no h ng ti vic sn xut sn phm th cng m ngh sch: an ton vi sc

kho, thn thin vi mi tr ng.

Ngoi ra, vn thit k, ci tin bao b cho hng th cng m ngh ch a c

cc doanh nghip th cng m ngh H Ni coi trng. Hu ht sn phm cn n bao

b ch khi c xut khu v do doanh nghip xut khu th cng m ngh m

nhim. Bao b cho mt hng ny b nh gi l km hp dn, thm ch nhiu sn phm

khng cn n bao b, lm gim cht l ng v tui th cng nh tin cy ca sn

phm. Trong cc ca hng bn m ngh nh : gm, my tre l, g m ngh, la,

thu ren nhiu sn phm lu ngy ch-a bn -c b ph bi v nht mt mu do

khng c bao b bo qun. iu ny rt nh h ng n hnh nh v mc tiu th ca

sn phm trn th tr ng.

3.4.2 Chnh sch phn phi

Cc doanh nghip th cng m ngh lun mun bn c nhiu hng nhng

a s cc doanh nghip ny vn th ng trong phn phi hng ho. H trng ch

nhng i l thu mua, nhng n hng ca nhng khch hng v ng i phn phi

hoc m ca hng ngay ti lng ngh ca mnh n ch nhng on khch du lch.

Bn cnh , ng khch l l mt s doanh nghip th cng m ngh mnh dn

tm kim khch hng qua mi gii quen bit trong v ngoi n c, m ca hng ti khu

vc xa lng ngh (la Vn Phc), ch ng cho hng.

H thng knh phn phi cho sn phm th cng m ngh rt a dng: c t

knh cp 0 cho n knh cp 3 v c th cn a cp hn. ng ch l cc t chc

Hip hi v cc c quan Nh n c nh : B Cng th ng, B Nng nghip v pht

trin nng thn, S Cng Thng H Ni c nhiu hot ng xc tin th ng mai,

8http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/
http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/http://www.vn-seo.com/Qu%E1%BA%A3ng%20b%C3%A1%20Web,%20Quang%20ba%20website/may-tre-dan/


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trong cc c quan, t chc ny ng vai tr l nhng trung gian mi gii hiu qu,

tch cc.

Nh vy, chin l c phn phi ca doanh nghip th cng m ngh c th xp

vo chin l c phn phi tp trung (hay chin l c phn phi mnh), s dng ti a

cc thnh phn trung gian nhm bn c nhiu hng. Tuy nhin, chin l c ny

khin kh nng kim sot hot ng phn phi gim, mc lin kt gia cc trung

gian km, c hi tm hiu v nm bt phn hi t pha khch hng v nhu cu th

tr ng cng nh thng tin v i th cnh tranh t khin kh nng phn ng ca doanh

nghip khng linh hot.

3.4.3. Chnh sch gi c

Mt doanh nghip th cng m ngh xc nh gi cho hng ho da vo cc

tiu ch: chi ph sn xut, sc mua ca th trng v gi tr cm nhn c ca hng

ho , gi ca i th cnh tranh( th ng l ca cc doanh nghip khc cng lng

ngh). Nh vy mt mt hng th cng m ngh cng p, cng c o, kh tm;

ng i mua cng thch th th gi li cng cao. Ngoi ra nu vic sn xut i hi mt

cng nhiu cng sc, hoc nguyn liucng t, khan him th ngi bn cng nh

gi cng cao. Do vic nm bt gi thc ca mt sn phm th cng m ngh l

kh kh khn. l ch a k hng c thng qua nhiu trung gian, nn gi khi n

tay ng i tiu dng s cao hn nhiu so vi gi nh bi doanh nghip sn xut ban

u, c bit l cc im bn du lch, hi ch chnh v th m vic mua mt mn

hng th cng m ngh trong ni a ch l mua lm k nim mt vi ln hoc ch

c ng-i giu c mi xi th cng m ngh trong nh bi gi bn trong n-c

c nh gi l cao, qu cao.

Bn cnh , gi hng th cng m ngh vn ch a linh hot. Mt s mt hng

i n giai on cui ca chu k sng: tc l mu m li thi, lu m ch a tiu

th c, tuy vy vn treo gi nh lc mi c by bn khin hng ho c mu m

km, li mt ngy cng ng, chm c bin php iu chnh gi tiu th bt i v

ti thi im ny khi hng ho ng nhiu, sc mua gim ng k trong ,c nhiu

mt hng li thi t lu; doanh nghip cung ln ng lot h gi nh ng sc tiu


58/94


th khng kh quan hn l my. y cng l hu qu ca vic thiu thng tin do cng

tc nghin cu th tr ng yu km ca doanh nghip.

Theo ng V Duy Dn, i din Hip hi lng ngh Vit Nam trong thi im

hin nay, nhiu doanh nghip c chnh sch quay v khai thc sc mua th tr ng

ni a nh ng lm c iu , doanh nghip cn sn xut ra nhng sn phm c

mu m ph hp v gi c hp l.9 Cn lm th no xy dng c mt chnh sch

gi c hp l th doanh nghip cn c tr c ht thc hin tt cng tc nghin cu th

tr ng v phn on th tr ng.

3.4.4 Chnh sch xc tin v h tr kinh doanh

Cc doanh nghip lng ngh th cng m ngh H Ni ngy cng nhn thc

c tm quan trng ca cng tc xc tin v h tr kinh doanh. Trong thi gian qua,

nh s t n lc hc hi, tm ti v nhn c s gip t pha cc c quan Nh

n c, cc t chc, Hip hi m nhiu hot ng xc tin th ng mi v h tr kinh

doanh cho mt hng ny din ra: nhiu doanh nghip tin hnh in n phm,

catalogue gii thiu v hot ng sn phm ca mnh. Bn cnh vic ng dng

th ng mi in t trong hot ng kinh doanh cng c nhiu doanh nghip khai

thc hiu qu, in hnh l cc doanh nghip gm Bt trng, doanh nghip my tre

an d-i hnh thc cc website gii thiu v doanh nghip, sn phm, h-ng dn

tour du lch lng ngh, bn hng trc tuyn, cho php gi cc thng tin phn hi ca

khch hng ti doanh nghip. Bn cnh mt s website ca S cng th ng, Hip

hi lng ngh Vit Nam, Hip hi th cng m ngh, cc website ca Hip hi tng

ngnh hng nh : Hip hi gm Bt Trng, Hip hi my tre an cng ng ti cc

thng tin lin quan n tnh hnh hot ng kinh doanh ca mt hng th cng m

ngh, gii thiu sn phm, cc mu m mi, gii thiu lng ngh, tour du lch lng

ngh, c danh b cc doanh nghip lng ngh th cng m ngh H Ni v ng link

dn n cc website ca nhng doanh nghip . Hng nm, cc t chc, Hip hi

phi hp cc c quan Nh n c t chc mt s ch ng trnh hi ch trin lm dnh

9http://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.html
http://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.htmlhttp://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.htmlhttp://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.htmlhttp://tintuc.xalo.vn/001782393608/lam_gi_de_lang_nghe_phat_trien_ben_vung.html


59/94


cho cc sn phm th cng m ngh v gii thiu, gip mt s doanh nghip th

cng m ngh uy tn tham gia cc bui trin lm, hi ch, giao l u trong v ngoi

n c. Ngoi ra, thng qua cc chuyn ti thm n c bn, cc bui giao lu, hi tho,

gp g vi cc on khch n c ngoi, B cng thng, S cng th ng, cc t chc,

Hip hi cng nhn c hi gii thiu, qung b v sn phm th cng m ngh ca

Vit Nam, qua hnh nh v ting tm v sn phm th cng m ngh ca c n c

ni chung v H Ni ni ring n c vi bn b th gii, to c hi cho nhng n

t hng ln.

Gn y, trn i truyn hnh H Ni c bit l knh H Ni 2, c pht sng

mi s on phim ti liu ngn gii thiu v hot ng v sn phm th cng m ngh

ca lng ngh, hay cc bi bo gii thiu v lng ngh trn bo H Ni mi, bo Nhn

dn, cc bo in t khc. y l cng l mt cch h tr qung co hu hiu cho cc

doanh nghip lng ngh th cng m ngh H Ni khi m h ch a kinh ph chi cho

hot ng qung co dnh ring cho ngnh doanh nghip mnh.

Khuyn mi, khuyn mi cng l cc hnh thc kh ph bin m cc doanh

nghip ny p dng cho cc nh bun mua vi s lng ln v cc khch mua hng

trc tip ti cc ca hng bn l ca doanh nghip. Tuy vy, a s cc doanh nghip

vn ch a nhn thc r tm quan trng ca mt i ng bn hng chuyn nghip trong

vic xc tin v h tr kinh doanh nn rt t doanh nghip b chi ph u t o to

nhn vin bn hng.

Du lch lng

[YRC]-Phat Trien Hoat Dong MKT Cho Cac Doanh Nghiep Lang Nghe Thu Cong My Nghe HN

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