Luận văn thạc sĩ UEH xây dựng chiến lược marketing hỗn hợp tại tổng công ty hàng không việt nam đến năm 2010 , luận văn thạc sĩ

BO oiAo ovc vA aAo T*o
TRU'ONG fl~I HQC KINH Tt TP. HO CHi MINH

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LE MINHTRIET

CHI~N liJI;

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MARKEIING

T~ Tll rtl lY HANG KOG ~a NAM D~N til 2010
Chuyen Nganh: QUAN TRl KINH DOANH
Ma s6: 5.02.05

LUAN
. VAN THAC
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NGUOI HUONG DAN KHOA HQC: PGS, TS. LE THANH HA

BO GIAO DVC VA EJAO Tft.,O
TRU6NG 8H KINH TE TP .HCM

THUVI:¢N

d 4<>2J/l~ ~".'.~ HPH6 H6 cffi MINH- NAM 2004.

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Trang
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LOI Mu BA U •.••....•...........•.....•••.....•.....••..•..•.•.....•..•••...•...••.............••••.•.•........•......01

CHtf<1NG 1: GIOI THfflU KHAI QUAT VE MARKETING TRONG DfCH
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VlJ KINH DOANH VA TONG CONG TY HANG KHONG VI~T NAM....... 04
1.1/ Khai ni~m v~ djch Vl} va d~c tinh djch Vl}: ••••••••••••••••••••••••••••••••••••••••••04
1.2/ Marketing trong kinh doanh djch VQ v(ln tai hang khong ................05
1.3/ Gioi thi~u khai quat v~ qua trlnh hlnh thanh va phat tri~n cua
T6ng COng Ty H8ng KhOng Vi~t Nam •...•.....••............•..............................06
,...

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CHUONG 2: XA Y Dl}NG CHIEN LUQC MARKETING HON HQP CUA
,._?

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TONG CONG TY HANG KHONG VI~T NAM DEN NAM 2010 .................. 16

2.1/ Phan tich cac ye'u to' cua Marketing b6n hqp t~i T6'ngCong Ty

H8ng Kh6ng Vi~t Nam........•......................................................................... 16
2.1.1/ Ye'u to' san philm cJ.ich VQ v(ln tai hang khong: ............................ 16
2.1.2/ Gia cua cJ.ich VQ v(ln tai hang khong cua TCT ............................. 19
2.1.3/ Y e'u to' v~ phftn pho'i........................................................•...............20

, t1en
.,.., san ph~
"' to"' xuc
. Yeu
am ............................................................. .22
2.14/
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2.1.5/ Ye'u to' v@ con nglifli •••.••••••••.••••••••••••..•••••.•••••.••.••••..•.•.•••.••••.•.•••.•.•.• 24
2.1.6/ Ye'u to' d.jch V\1 kh8ch h8.ng•.•....•..•...•.••......••...•....••...•.•.••.....••..•...•.. 25
2.2/ Xay dt;ing chie'n hiclc Marketing h6n hqp t~i Tling Cong Ty hang
kh6ng Vi~t Nam de'n nam 2010.................................................................... 28

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2.2.1/ Phan tfch SWOT. .••...•....•......•......•..........•••..••...••...••...•...•................ 28

2.2.1.1/ Phfin tich m()t s6 di~m m~nh ye'u bep. trong TCT hang
kh6ng Vi~t Nam ..................................................................................... 28

2.2.1.2/ Phdn tfch moi trtiong ben ngoai..........................•...•.............29
2.2.2/ Xdy dtfng chie'n lticjc Marketing b6n hcjp cua TCT hang khong
Vi~t Nam d~n nam 2010 ...........................................................·................ 32

2.2.2.1/ Chie'n hi(jc marketing v~ san phffm cijch

Vl}

v~n tai hang

kh6ng ....................................................................................................... 32

2.2.2.2/ Chie'n IUctc v~ gi8: ................................................................... 34
2.2.2.3/ Chie'n lti(jc v~ phdn ph6i d!ch VQ. khach hang: ......... o.oooooooooo36
o"' Iri(jc ve~ xuc
' ben va ph'at tr1en
o.:? san p h,:,
o. o
1en
am: .........
2224/ch
0

,..,

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0 .......

37

2.2.2.5/ Chie'n lri(jc markeitng v~ con ngtiOi: .................•...................41

2.2.2.6/ Chie'n lrictc d!ch V\1 kh8ch hftng .............................................. 42
2.3/ Cac giai phap nhilm tri~n khai va thtfc hi~n chie'n luqc Marketing
h6n h(jp t~i t6ng cong ty Hang khong Vi~t Nam de'n nam 2010.............42
2.3.1/ Giai phap xdy dt!ng va quang ba thridng hi~u cua Hang Khong
ViC:t Nam ..................................................................................................... 42

2.3.2/ Giai phap nfing cao chll't lti(jng san phffm cua Hang Khong
Vi~t

Nam..................................................................................................... 43

2.3.3/ Giai phap ddu trt phat tri~n may bay va buy d()ng v6n thtlc
hi~n .............................................................................................................. 44

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2.3.4/ Ghii phap nfing cao cha't lli(jng cac cijch vt;t hang khong diS&~
be} ................................................................................................................ _ -

2.3.5/ Ghii phap tang cli
t6 chuc

~
--=---~

h~ - - .

~

khong va cac t6 chuc quo'c te' nh~m thq.'c hi~n h()i nh~p quo'c te'. ·····- ~ ~
2.3.6/ Ghii phap phat triin ngulln nhdn lq.'c ......................•••..............•.• _ _s- 0
2.3.7/ Dfiy m~nh htJp tac lien ke't giua nganh Hang khong v8i nga _.._...
Du lich va cac nganh khac ......................•........•.•...•..............•...............•.• _g-=-._
2.4/ M()t s6 kie'n nghi v8i chfnh phu va cac ca'p c6 lien quan .................... s .I
2.4.1/ Cac kie'n nghi v8i chinh phu va nha nu8c Vi~t Nam................... s I
2.4.2/ Cac kie'n nghi v8i B() Giao Thong V~n Tai, Ct;tc Hang Kh&:ng

Dan dt;tng va cac cd quan c6 lien quan................................................... 53
K
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KET
LU~N CHuu1"'tG 2: ......................................................................................54
T

"' LU~N
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KET

TAl LI~U THAM KHAO.
PHl) Ll)C.

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2.3.4/ Giiii phap nang cao ch§'t lli(jng cac cijch

VI}

hang khong dcing

bQ .................................................................................................•................48

2.3.5/ Gh'li phap tang cui1ng li~n minh li~n ke't v8i cac t6 chuc hang
khong va cac t6 chuc quO'c te' nhlim tht;ic hi~n h()i nh~p quo'c te'.......49
2.3.6/ Giai phap phat tric!n ngu6n nhan llfc ........................................... 50
2.3.7/ Ddy m~nh hf!p tac li~n ke't gifi'a nganh Hang khong v8i nganh
Du lich va c8c ng8.nh kh8c ........................................................................ 51

"t so"'k""'
, cap
"' co'}""
. ...................51
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Q
1en ngh"! v(JA•1 ch'm h ph?u va' cac
Ien quan
24/M
2.4.1/ Cac kie'n nghi v8i chinh phu va nha mt8c Vi~t Nam..................51
2.4.2/ Cac kie'n nghi v8i B() Giao Thong V~n Tai, Ct;~c Hang Khong
Dan dt;~ng va cac cd quan c6 li~n quan.....................................•.............53
"
KE"'T LUi)..N
CHUON G 2: ...................................................................................... 54

KET LU~N .............................................................................................................. 55
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TAl Litu THAM KHAO.
PH{.J Ll,JC.

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DANHMl)C CAC KY HIJtu VA CAC CHUVfETTAT

AAPA

Association of Asian - Pacific Airlines.
Hit$p h9i h~mg khong Chau A Thai Blnh Duong.

lATA

International Air Transportation Association.
Hit$p h9i V~n Tai Hang Khong Qu6c Te'.

lCAO

International Civil Aviation Organization.

FFP

Frequent Flyers Programme.
Chuang trlnh khach hang thu'ong xuyen.

VASCO

VietNam Air Sevice Company.
Cong ty Bay Dich Vv Vit$t Nam.

TCTHKVN T6ng Cong Ty· Hang Khong Vit$t Nam.
SGN

Code lATA cua Tp H6 Chi Minh.

HAN

Code lATA cua Thu DoHa N()i.

BKK

Code IATA cua Bang CO"c.

SARS

Severe Acute Respiratory Syndrome:.
H9i chrtng viem du'ong ho h~p c~p.

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DANH Ml)C CAC BANG BIEU VA HINH VE.
Trang
Bang s61

Bang ke't qua v~n tai hang khong nam 2001-2003 ................ 7

Hlnh 1

Ke't qua v~n chuy~n hanh khach nam 2001-2003 .................. 8

Hlnh2

Ke't qua v~n chuygn hang hoa nam 2001-2003 ...................... 9

Bang s62

Bang ke't qua kinh doanh h~mg khong nam 2001-2003 ........ 10

Hlnh 3

So d6 chi tieu kinh doanh cua T6ng Cong Ty giai do~n 20062010 ........................................................................................ 13

Hlnh4

So d6 chi tieu v~n tai cua Tdng Cong Ty giai do~n 20062010 ........................................................................................ 14

Hlnh 5

Cac ye'u t6 cua Marketing h6n hqp t~i TCT HKVN ............ 16

Hlnh6

, th'anh ph~am cua san ph~am va' d'!Ch
C ac

Bang s63

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Vl;l ......................... ..

17

M6i tu'ong quan giii'a xuc tie'n san phffm vdi doanh thu va thi
phffn ........................................................................................ 23

Hlnh 7

So d6 tac d()ng cua xuc tie'n san phffm de'n doanh thu va thi
phffn ....................................................................... :................ 23

Hlnh 8

Ye'u t6 con ngu'oi trong san phffm dich Vl;l hang khong ........ 25

Hlnh 9

M6i quan h~ gifi'a cac ye'u t6 trong quan h~ khach hang ..... 26

Bang s6 5

Ma tr~n SWOT....................................................................... 30
, ch'1en
N
1u'qc tang tn.tong san ph~am................................. . 38
C ac

Bang s6 6

Ke' ho~ch phat tri~n d()i bay hang hoa cua VNA ................. 45

Bang s67

Ke' ho~ch phat trign d()i bay hang hoa cua VNA ................. 45

Bang s6 8

Ke' ho~ch dffu tu' d()i may bay th1;16c sd hfi'u cua VNA........ 47

Bang s6 4

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LOIMODAU

Trong xu the" h9i nh~p kinh te" cao d9 cua to~m b9 n~n kinh te" the" gidi, Vi~t
Nam cling da tung bu'dc v~n d9ng va hoa nh~p vao xu the" nay vdi sl,i tang 6n
dinh v~ to'c d9 phat tri~n n~n kinh te" cua chinh mlnh. S\f ra doi cua cac t6ng cong
ty theo cac nghi dinh cua Thu tu'dng chinh phu vao th~p nien 90 trong d6 c6 T6ng
Cong Ty Hang Khong Vi~t Nam chinh Ia nhung th~ hi~n cua sl,i v~n d9ng tren
va cling d~ dap ung cac xu the" h9i nh~p kinh te" cao d9.
Tuy ra doi qua· non tre trong nganh v~n tai hang khong nhu'ng T6ng Cong
ty Hang Khong Vi~t Nam Iffy Vietnam Airlines (VNA) lam n6ng co't da lien t1,1c
phat tri~n qua cac nam. Nganh cong nghi~p v~n tai hang khong n6i chung trong
nhung nam ggn day da c6 nhung bu'dc suy thoai va phat tri~n khong nhu' mong
d<;5i bdi nhung ly do khac nhau v~ chinh tq, xa h9i.., nhu'ng VNA n6i rieng 1uon
d~t dl,idc nhung thanh tl,iu qua cac nam vdi to'c d9 gia tang cua nganh cong nghi~p

v~n t::H harig khong cua VNA luon d~t khoang 29.5% m6i nam (1985-1999) va

khoang 10.5% trong vong 10 nam Wi (Ngu6n lATA- Cargonews Asia).
Cling vdi sl,i gia tang phat tri~n d6 Ia sl,i dgu tu' t~p trung vao d9i ngfi tau
bay, cong ngh~ cua T6ng Cong Ty. Sl,i xufft hi~n nhung lo~i tau bay Boeing va
Airbus mdi vdi nhung dong seri hi~n d~i nhfft cua Boeing 777, 767 va Airbus
321.. da lam cho hlnh anh va mau s~c cua VNA du'qc nang len m9t vi tri ngang
t~m vdi cac Hang khac trong khu Vl,iC.

Sl,i d~u tu' va phat tri~n nay da d~t ra m9t vffn d~ quan tn;mg hdn, m9t vffn

d~ rna n6 se xay dl,ing ho~ch dinh va quan ly toan b9 Sl,i phat tri~n cua T6ng

Cong Ty, d6 la quan tri, trong d6 vi~c xay dl,ing va ho~ch dinh Marketing h6n

hQp la m9t trong nhung cong vi~c quan trQng nhfft. Nhu' ta da bie"t, ne"u caG ye"u to'
v~ thoi tie"t mu'a bao Ia nhung vffn d~ quan tam d~ m
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d~ m9t hang v~n chuy~n m(>t nha chuyen cha c6 th~ "ca't canh" va dung vung

trong SlJ' phat tri~n CUa mlnh thl va'n d~ d day khong chi la cac ye'u tO' tren rna la
ta't

ca.

cac ye'u tO' khac c6 lien quan. M(>t trong nhung ye'u tO' d6 la vi~c hoc;tch

dinh chie'n lu'QC tie'p thi h&n hdinh cho v~n chuysn nay se tc;to ra m9t hlnh anh, mcho nganh v~n chuySn cilng nhu' cho VNA.
Xua't phat tu thlJ'c te' nay, T6ng Cong Ty da xay dlJng va thlJ'c hi~n nhi~u
chie'n lu'QC ng~n hc;tn va dai hc;tn d~ ki~n toan bQ may quan tq CUa mlnh cilng nhu'
d~ xay dlJng m(>t hlnh anh nhan hi~u quen thu(>c cua VNA trong tam thuc cua

cong chung va duy trl du'Va'n d~ nay da thu hut slJ quan tam c~a nhi~u nha nghien cuu khoa hQc
qua nhi~u cong trlnh va d~ tai khac nhau nh~m t~p trung giai quye't va'n d~ la lam
sao nang cao du'QC hi~u qua hoc;tt d(>ng cua T6ng Cong Ty khi rna SlJ' d~u tu' v~
cong ngh~ tau bayda dc;tt du'QC muc d9 ngang b~ng cua khu VlJ'C. Va day cilng la
ly do thoi thuc toi ll!a chQn d~ tai "Xay df!ng chie'n lur;c Marketing hdn hr;p tqi

Tdng cong ty Hang Khong Vi~t Nam din nam 2010" lam ntrong phc;tm vi

lu~n

van nay.

DO'i tu'. V~ m~t dO'i tu'T6ng Cong Ty qua m9t sO' nam 2001-2003 cilng nhu' dinh hu'ong phat
tri~n cua nhung nam toi (2006-2010); Nghien cuu va phan tich cac ye'u

t6 cua

vi~c xay dlJng chie'n lu'QC Marketing h&n h
dlJng m. D~ tai du'
khong Vi~t Nam Ia'y Vi~t Nam Airlines lam n~n tang. C6 so sanh va

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3

neu thlfc te' ho~t d9ng cua ffiQt sfS hang khac trong khu V\l'C trong qua
trinh phan tich.
-

Ml)C tieu va phudng phap nghien cuu:
. Ml)c tieu nghien cuu: Di sau vao d6i tuqng tren cd sd ph~·m vi nghien
cU'u neu tren nh~m xay dl!ng chie'n luqc Marketing h6n hqp cilng nhu'
xay dlfng va phat tri~n hinh a~ va nhan hi<$u cua VNA va du'dng nhien
cilng tu d6 c6 th~ d~ ra nhii'ng giai phap d~ xay dl!ng va nhii'ng kie'n
nghi .
. Phudng phap nghien cuu:

Sii'

dl)ng phu'dng phap nghien cuu dtja tren

phu'dng phap mota t~p hqp s61i<$u, th6ng ke d\1' bao va phan tich s6Ii<$u.
Ben

c~nh

d6 cac phuong phap khoa h9c khac cilng duqc

v~n

dl)ng trong

lu~n van nhu' ly thuye't ung dl)ng hi$ th6ng, phu'dng phap thtjc nghi~m.

N9i dung co ban cua lu~n van:
Lu~n van du'<;1c ke't d(u thanh 2 chudng

.· Chu(Jng 1, Gidi thi<$u khai quat v~ Marketing trong dich V\1 kinh doanh

va T6ng Cong Ty Hang Khong Hang Khong Vi<$t Nam .
. Chu(Jng 2, Xay dlfng chie'n lu'qc Marketing h6n hqp t~i T6ng Cong Ty

Hang Khong Vi<$t Nam de'n nam 2010.

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4

CHUONG 1

GIOI THI¢U KHAI QUAT VE MARKETING TRONG

KINH DOANH DJCH Vl) VA TONG CONG TY HANG KHONG VI¢T
NAM.

1.1/

Khai ni~m v~ cijch V1} va di;ic tinh cijch V1}:

Tu nhung nam 1950 de'n nay (2004) dich V\1 ngay cang c6 vai tro quan
trQng trong qua trlnh phat trign cua n~n kinh t€ quo'c dan. Ty trQng cua dich V\1
chie'm dmg cao, da't mtoc d6 dmg cho tha'y kha nang khdi mC1 to'i u'u nha't cac
ngu6n h)'c, nhu': con ngu'oi, cha't xam, Uti chinh va ca nguyen lit%u tho.
Hit%n nay, quan digm d~t con ngu'oi vao trung tam cua dich V\1 da va dang
du'<Jc xem xet duoi m9i g6c cc:tnh. Theo Philip Kotler, "dich V\1 Ia m9i hanh d(>ng,
ht% qua, trong d6 m(>t phia c6 thg cung ca'p cho phia kia, chu ye'u Ia C1 trc:tng thai
vo hlnh va khong d~n de'n quy~n sC1 huu. San phfrm dich V\1 c6 thg khong g~n

li~n vOi m(>t san phfrm v~t cha't".

Theo Adrian Payne: "dich V\1 Ia m(>t hoc:tt d(>ng c6 cac ye'u t6 vo hlnh tham
gia, c6 sv tltdng tac de'n khach hang hay tai san cua khach hang, va n6 khong d~n
de'n sv chuygn nhu'<Jng quy~n sd huu. Hoc:tt d(>ng nay c6 thg c6 nhung thay d6i va
san phfrm d6 c6 thg khong g~n li~n voi san phftm huu hlnh".
Nhln chung, cac n6 lvc dinh nghia d~u d~ c~p de'n tinh

hflu va vit%c g~n li~n hay khong gi\n li~n voi san ph~m

C1}

vo hznh, quye'n sll

thi va d~u lien quan

de'n con nglllli- trung tam.
V oi each higu tren, dich V\1 CO nhung d~c tinh quan trQng sau:
Tinh vo hlnh. Dich V\1 khong thg dung cac giac quan dg phan doan
ke't qua C\1 thg ngay tru'oc khi su dl;lng, n6 cgn du'cang nhi~u cang to't.
Tinh khong 6n dinh. Cha't lu'<Jng dich V\1 ph\1 thu(>c vao nguoi thlfc
hi~n, thoi gian. thvc hit%n va dia digm thvc hit%n dich Vl;l. Vi dl;l, khi

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nhan vien ban hang trong tr~ng thai hung phin, h<;> c6 th€ rnoi

khach hang xern nhi~u san ph£rn voi thai d<) s~c rn~t ttidi t~n. giup
khach hang thiu hi€u tung chi tie't nho nh~t nhit rna khach hang
c~n bie't.

Tinh khong tach roi dtiqua trlnh sli' dvng. Bay Ia di€rn khac bit$t giua dich V\1 voi hang
h6a. Hang h6a v~t chit dticac kenh va cuo'i cling, rnoi dtiqc tieu thv.
Khong th€ t6n kho. Dich V\1 khong th€ giu l~i va khong bao quan
trong kho vl san xua't va tieu thv xay ra cling rn<)t hie.
1.2/

Marketing trong kinh doanh dfch V\1 v(ln h1i h~mg khong.

Marketing trong dich vv v~n tai hang khong Ia rn<)t qua trlnh nh~n bie't d\1'
doan va thoa man nhu c~u khach hang v~n chuy€n b~ng phuong tit$n hang khong
m<)t each c6 hit$u qua va c6 lqi nhit. Nhu v~y marketing trong kinh doanh dich vv
hang khong truoc he't, lien quan de'n cac ye'u to' nhu sau:
D\1' bao nhu c~u v~n chuy€n b~ng duong hang khong Ia xac dinh
nhu c~u cua cac nhan hay t6 chuc v~ vit$c dich chuy€n hay thay
d6i vi tri cua con nguoi hay hang hoa tu noi nay de'n noi khac, tu
quo'c gia nay de'n quo'c gia khac b~ng phtidng tit$n Ia may bay.
S\1' thoa man nhu c~u v~n tai hang khong duqc th€ hit$n qua vit$c
v~n chuy€n an toan, dung lich trlnh va thoi gian cong bo' thong qua

nhung dich vv hoan hao.
Khach hang la nhung do'i tuqng c~n duqc dap ung nhu c~u v~n
/!

chuyen.

Nhu tit ca cac nganh kinh doanh khac, marketing Ia rn<)t trong nhung ho~t
d<)ng quan tr<;>ng nhit cua ho~t d<)ng kinh doanh v~n tai hang khong.

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M<)t chie'n lu'chie'n lu'lchuy~n cua khach hang, lam cho khach hang cam tha'y hai long. Ngoai ra, m<)t

chie'n lu'thuc cua q.nh tranh va dam bao vi the' c~nh tranh cua cong ty.

1.3/

Gim thi~u khai quat qua trlnh hlnh thimh va phat tri~n

cua T6ng cong ty hang khong Vi~t Nam.
T6ng cong ty Hang Khong Vi~t Nam ( sau day xin g<;>i Hh Ia TCT) du'thanh l~p ngay 27/5/1995 theo Quye't dinh s6 328/Tig cua Thu Tu'ong chinh phu
va ho~t d<)ng theo di~u 1~ t6 chuc va ho~t d<)ng cua TCT do chinh phu phe duy~t
t~i nghi dinh s6 04/CP ngay 27/111996. Slf ra doi cua TCT nh~m t~o ra m<)t t~p

doan kinh te' m~nh trong h~ th6ng doanh nghi~p nha nu'oc, t~p trung du'ngu6n llfc v~ v6n, lao d<)ng, ky thu~t cua cac ddn vi thanh vien thlfc hi~n t6t cac
nhi~m Vl,l kinh te' Xa hQi, tang hi~U qua va nang llfc C~nh tranh qu6c te'.

T6ng cong ty HKVN la'y Vi~t Nam Airlines lam doanh nghi~p n6ng c6t.
Hi~n nay TCT c6 25 ddn vi thanh vien trong d6 c6 v6n g6p chi ph6i vao 2 cong ty

c6 ph~n, 4 lien doanh, m<)t ddn vi hanh chinh slf nghi~p va con l~i la cac ddn vi
thanh vi en h~ch to an d<)c 1~ p va phl,l thu<)c.
Cac m6i quan h~ gifi'a TCT voi chinh phu, C1,1c HKDD, voi cac cd quan
nha nu'oc khac va chinh quy~n dia phu'dng, gifi'a TCT voi cac ddn vi thanh vien,
giil'a cac ddn vi thanh vien voi nhau v~ cac linh vlfc tai chinh, ke' ho~ch, nhan slf,
d~u tu' ... du'
che' quan ly trong TCT. Sau .day chung tOi xin gioi thi~u vai net chinh v~ tlnh
hlnh ho~t d<)ng cua T6ng Cong TY Hang Khong

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7

a/

Ke't qua hoat dong san xua't kinh doanh cua T6ng Cong Ty

hang khong VietNam tu 2001-2003 CXem bang s61).
V6 ke't qua v~n tai:

•

,...-'

?

A

?

'

A

Bang s61: KET QUA V ~N TAl HANG KHONG 2001-2003
Ke'hoQ,ch
TT

3nam

Ddn vi

Thqc

hi~n

3 nam (2001 • 2003)

2001-2003

Chi tieu

Tdc d{)
T6'ng

s6

T6'ng

s6

2001

2002

2003

tang
tru'dng

VjJn chuy€n hanh kbach

I

1 Hanh kbach v4n

4,852,395

4,908,067 1,471,229 1,761,952 1,674,886

6.7%

N()i dia

-

6,477,354

6,528,779 1,914,731 2,239,623 2,374,425

11.4%

%

59.9

59.3

59.3

58.4

60.3

te'

-

42.6

41.9

42.5

41.6

41.7

NQi dia

-

86.1

86.3

85.1

85.7

87.8

Qu6c

3 Hanh khach lulir
. Qu6c

te'

Nl)i dia

3 Ghe' sud't
Qu6c
----

II

----

te'

NQi d!a

--

·--------

18,244,102 18,648,119 5,589,921 6,600,197 6,458,001

7.5%

-

4,615,710
13,271,801 13,587,316 4,098,280 4,873,326
---

6.1%

- - - - - r-------- r-------· ·-- --

- - - -- - - -

4,972,301

5,060,803 1,491,641 1,726,871 1,842,291

%

43.6

72.6

74.5

76.4

-

41.8

69.7

71.9

74.6

49.3

81.8

82.9

81.9

80.8

11.1%

67.7
63.6

- - - - -! - - - - - - - -

- - - - - - - ------- -------

----

-----------

1 Hang boa, BK

v~

Ta'n

176,599

198,254

54,122

66,605

77,527

19.7%

Qu6c

te'

-

89,698

101,389

28,850

34,658

37,881

14.6%

86,901

96,865

25,272

31,947

39,646

25.3%

%

24.0

42.8

45.9

42.8

40.9

-

16.9

30.2

34.8

30.9

27.1

42.2

75.8

72.4

73.6

80.2

460,179

498,442

142,741

170,131

185,570

Nl)i d!a

-

2 Thi ph§n
QuO'c

te'

NQi d!a

3 Hang boa, BK Iu

--

lOOOT.Km

--

---

lOOOHK.Km

V4n chuy€n hang hoa bu'u ki~n

--

-

9.4%

\

2 ThipMn

----- - - -

11,329,749 11,436,846 3,385,960 4,001,575
4,049,311
-----

te'

Qu6c

1---

Hkhach

- - - - - - - -1-----------

---

·----

1-------

14.0%
-----~-

QuO'c

te'

Nl)i d!a

-

364,501

395,083

115,699

136,173

143,211

11.3%

95,678

103,359

27,042

33,958

42,359

25.2%

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8

Tu s61i~u cua bang s6 1 c6 th€ nh~n tha'y m9t s6 ke't qua v~n tai cua TCT
trong thoi gian qua. Cv th€ Ia:
Kh6i h.t<;5ng v~n chuy€n hanh khach giai do~n 2001-2003 d~t t6ng
s61a 11.436,8 nghln h~mh khach, tang blnh quan 9.4%/nam (trong
d6 qu6c te' tang blnh quan 6.7%/nam). Luan chuy€n h~mh khach
giai do~n 2001-2003 d~t t6ng s6 la 18.648 tri~u hanh khach.km

tang blnh quan 7.5%/nam (trong d6 qu6c te' tang 6.1 %/nam). V~n
chuy€n hanh khach nhin chung d~u tang qua cac nam trong giai
do~n

nay.

Hanh khach qu6c n9i tang tu 1,914 tri~u khach nam 200l len de"n
2,374 tri~u nam 2003 voi t6c d9 tang tru'dng 11.4%. Hang khach
qu6c te' c6 khuynh huong ghlm vao nam 2003 do dich SARS
nhu'ng thi ph~n v~n c6 da'u hi~u gia tang.
T6ng s6kMch 01-03
6,000,000
4,000,000
2,000,000
0
2

3

4,001,575

4,049,311

1,471,229

1,761,952

1,674,886

1,914,731

2,239,623

2,374,425

Nam

ffinh 1 Ke't qua v~n chuy~n himh khach nam 2001-2003.
Kh6i lu'<;5ng v~n chuy€n hang hoa giai do~n 2001-2003 d~t t6ng s6 Ia
198,3 nghln ta'n, tang blnh quan 19,7%/nam. Luan chuy€n hang hoa giai

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9

do~n 2001-2003 d~t t6ng s6 la 498,4 tri~u ta"n.km, tang blnh quan

14%/nam. V~n chuy~n hang hoa c6 khuynh huang tang qua cac nam
nhung thi ph~n v~n tai hang hoa qu6c te' l~i giam tu 34,8% xu6ng con
27,1% do khuynh huongd~u tu ga:n li~n voi xua"t nh~p kh~u hang hoa
gia tang nhanh nhung TCT chua c6 slf phat tri~n theo kiP (Xem hlnh 3).

I~

Hang hoa v~n chuy~n cac nam
100,000

bJl

c:

50,000

'0·

.:a

-
~

54,122

66,605

77,527

28,850

34,658

37,881

25,272

31,947

39,646

Nam

i

L ...

Hlnh 2. K~t qua v(ln chuyln h~mg boa nam 2001-2003.
-

Thi ph~n v~n tai hanh khach qu6c te' d~t 41,6-42,5% so voi ke' ho~ch Ia
39-42%.

•

Ke't qua kinh doanh:

Qua ke't qua cua bang s6 2, cho tha"y:
-

Doanh thu TCT giai do~n 2001-2003 d~t la 34.392 ty d6ng, tang blnh
quan 13,7%/nam; T6ng lqi nhu~n truoc thue' giai do~n 2001-2003 d~t
1.776 ty d6ng va t6ng n9p ngan sach nha nuoc Ia 2.374,8 ty d6ng.

-

Ngu6n v6n chu sC1 huu duqc bao toan va khong ngung phat tri~n. Voi
s6 v6n ban d~u duqc giao nam 1996 Ia 1.298,7 ty d6ng, de'n nam 2001
da phat tri~n thanh 3.064 ty d6ng tang hdn hai l~n so voi nam 1996.

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10

Nam 2002 la 3.799 ty d6ng va dtn nam 2003 d~t duqc 4.119 ty d6ng
tang 1.3 l~n so voi nam 2001. Day chinh Ia chi tieu dS danh gia muc d9
hit$u qua d~u tu' vO'n va tht,tc lt,tc tai chinh cua TCT voi quy mo ngay
cang Ion m~nh.
Ty sua"t lqi nhu~n tren vO'n chu sC5 huu hang cua nam 2001 d~t 16.1 %;

-

nam 2002 tang 22.4% va nam 2003

d~t

10.5%.

Bang s6 2: KET QUA KINH DOANH 2001-2003

GIAI DO~N 2001-2005
THl}C HI:tN 2001-2003
CAC CHiTIEU

KE

CHUYEU

HO~CH

To'cd(}
%so

tang

T6'ng
2001-2005

2001

2002

2003

KH truO'ng
%

1. NQp ngfin sach

3,031.43

2,368.60

78.13

~.Doanh tho

61,877.52

34,392.01

p. Chi phi

58,944.04

~.L~inhu~ntrudcthu€
S.L~inhu~nsauthu€

-20.2%

799.21

1,060.89

508.50

55.58

10.7% 10,126.51

11,852.00

12,413.50

32,615.73

55.33

11.5%

9,633.80

11,000.77

11,981.16

2,933.48

1,776.28

60.55

-6.3%

492.71

851.23

432.34

2,022.46

1,342.48

66.38

-5.3%

379.80

622.06

340.62

6. Lao dQng

40,118.00

6.3%

12,419

13,663

14,036

~· V6n chu

10,983.40

16.0%

3,064

3,800

4,120

160.81

224.01

104.95

sd hii'u

~. Hi~u qua sti' dt;mg v6n

(LNTT/lOOOd v6n chii SH)

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11

b/

Du bao thi tru'ong van tai hang khong Viet Nam de'n nam

Ba't ky mQt hang hang khong nao mu6n t6n t~i va phat tri~n c~n phai c6
qua trlnh dlf bao nhu c~u thi tru'ong v~n tai hang khong. Vi<$c dlf bao chfnh xac
nhu c~u nay se phvc vv cho cong tac xac l~p du'ong bay, cong tac d~u tu' tau bay
va cac thie"t bi d6ng b9, md r9ng m~ng bay h6 trhoa vi<$c thoa man nhu c~u khach hang. Cong tac dlf bao nhu c~u v~n tai hang·
khong c~n xac dinh cac ye'u tO' sau day:
-

Cac chi tieu do luong c~u, g6m: sO' khach v~n chuy~n; sO' hanh khach
km luan chuy~n; khO'i lu'hang hoa km luan chuy~n.

-

Phan tich c~u: Doi hoi phan tich cac ye"u t6 anh hu'dng de'n c~u v~n tai
hang khong nhu: Muc d9 tang GDP d~u ngu'oi cua m9t qu6c gia; thu
nh~p qu6c dan; gia ca v~n chuy~n, khoang each v~n chuy~n, thoi gian

v~n chuy~n cling nhu' cha't lu'qng san phffm dich vv.

-

Thlfc hi<$n dlf bao c~u. Theo dlf bao v~n chuy~n hang khong khu vlfc
chau

A- Thai Blnh Du'dng do cac t6 chuc hang khong qu6c te' l~p, t6c

dQ V~n chuy~n hanh khach de"n nam 2010 CUa khu VlfC nay la
7.5%/nam (lATA); 7%/nam (ICAO); 6.5%/nam (Airbus); va 7.2%/nam
(Boeing). Cac dlf bao nay d€u sa'p xi nhau chung to slf sai 1<$ch khong
nhi€u va cling 1il m9t cd sd d~ TCT hang khong Vi<$t Nam lam can cu
dS tinh toan va dlf bao. Cv th~ la:
-

V€ hanh khach qu6c te": Muc tang tru'dng blnh quan la 14% nam, d~t
xa'p xi 11 tri<$u lu'
-

V ~ hanh khach n9i dia: Muc tang tru'dng blnh quan 1a 13% nam, d.;tt
xa'p xi 6.8 tri<$u lu'

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12

-

V~ hang hoa quO'c te": Muc tang tntC5ng blnh quan Ia 17-18% nam, d~t

373 nghln t!n vao nam 2010.
-

V~ hang hoa n9i dia: Muc tang tntC5ng blnh quan la 10% nam, d~t

khoang 97 nghln t!n vao nam 2010.

c/

Muc tieu phat triSn T6ng Cong Ty hang Khong VietNam

de"n nam 2010:
1/
-

Chi th~u kinh doanh:

T6ng doanh thu: 123.270 ty d6ng, trong d6 nam 2006 d~t 19.548 ty
d6ng, nam 2010 d~t muc 29.780 ty d6ng, tang blnh quan hang nam 11%
(Xem hlnh 3).

-

Lqi nhu~n tntoc thue": 4.799 ty d6ng, trong d6 nam 2006 d~t muc 762 ty
d6ng, nam 2010 d~t muc 1.307 ty d6ng, tang blnh quan hang nam la
14.5%. Duy trl ty su!t lqi nhu~n hqp ly 3-5% doanh thu. Lqi nhu~n tren
vO'n chii sC5 huu tuong duong muc trai phie"u dai h~n.

-

N9p ngan sach: 2.314 ty d6ng, trong d6 nam 2006 d~t muc 400 ty d6ng,
nam 2010 d~t 541 ty d6ng, tang blnh quan hang nam 7.8%.

-

VO'n chu sC5 huu: nam 2006 d~t muc 6.530 ty d6ng, nam 2010 d~t muc
10.534 ty d6ng, tang blnh quan hang nam 12.7%. Hi~u qua sil' dl;lng vO'n
tfnh thea ty su!t lqi nhu~n tren vO'n chii sC5 hliu nam 2006 d~t 11.68%,
nam 2010 d~t 12.4%.

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13

-------1
Chi til!u kinh doanh 2006-2010

I

35,000.00
30,000.00

I

25,000.00
Cl)

=

'<0

....E-<

20,000.00

00

15,000.00
10,000.00
5,000.00
2

3

4

5

Doanh thu

19,548.02

22,114.55

24,612.46

27,214.39

29,780.61

Chi phi

18,786.47

21,514.56

23,544.78

26,151.13

28,473.86

761.55

599.99

1,067.68

1,063.26

1,306.75

L<;li

nhu~n

Cac nam 2006-2010

Hlnh 3. Sd d6 chi til~u kinh doanh cua TCT giai do~n 2006-2010.
2/

Chi tieu van tai:

T6c d9 tang tntdng blnh quan v~ v~n chuy€n hanh khach d<;1t 11% nam
(qu6c te' d<;1t 11.3% va n9i dia Ia 10.8%). Be'n nam 2010, dL,t kie'n v~n
tai hanh khach d<;1t 9.6 tril$u hanh khach, trong d6 qu6c te' 4.5 tril$u hanh
khach (Xem hlnh 4).
T6c d9 tang tntdng blnh quan v~ v~n chuy€n ~ang hoa d<;1t 12.5% nam .

.

Dl;t' kie'n de'n nani 2010, v~n chuy€n du'
Thi phffn v~n chuy€n hanh khach qu6c te' nam 2010 d<;1t 41.2%; thi phffn
v~n chuy€n hanh khach n9i dia d<;1t 76%. Thi phffn v~n chuy€n hang

hoa qu6c te' (chi tinh thu'ong quy~n 3,4) d<;!t 28% va thi phffn v~n
chuy€n hang hoa n9i dia d<;1t 68%.
Chi tieu v~ chfft lu'

20 hang hang khong du'
s6

a Chau A v~ chfft lu'
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13

------------------------------------Chi ti@u kinh doanh 2006-2010

35,000.00
30,000.00
25,000.00
=.o

=

'<0

't:l
.....
~

20,000.00
15,000.00
10,000.00

5,000.00
2

3

4

5

BIDoanh thu

19,548.02

22,114.55

24,612.46

27,214.39

29,780.61

!2.1Chiphi

18,786.47

21,514.56

23,544.78

26,151.13

28,473.86

761.55

599.99

1,067.68

1,063.26

1,306.75

L<;li nhu~n

Cac nam 2006-2010

ffinh 3. Sd d6 chi tH~u kinh doanh ciia TCT giai do~n 2006-2010.
2/

Chi tieu van tai:

T6c d() tang tnl'dng blnh quan v~ v~n chuySn h~mh khach d~t 11% nam
(qu6c te" d~t 11.3% va n()i dia la 10.8%). De"n nam 2010, dg kie"n v~n
tai hanh khach d~t 9.6 tri~u hanh khach, trong d6 quO'c te" 4.5 tri~u hanh
khach (Xem hhih 4).

- T6c d() tang tntdng blnh quan v~ v~n chuySn ~ang hoa d~t 12.5% nam.
D\l' kie"n de"n narri 2010, v~n chuySn du'qc 198.000 ta'n hang hoa.
Thi ph~n v~n chuySn hanh khach qu6c te" nam 2010 d~t 41.2%; thi ph~n

v~n chuySn hanh khach n()i dia d~t 76%. Thi ph~n v~n chuySn hang

hoa qu6c te" (chi tinh thu'ong quy~n 3,4) d~t 28% va thi ph~n v~n
chuySn hang hoa n()i dia d~t 68%.
Chi tieu v~ cha't lu'qng cua Vietnam Airlines la trd thanh m()t trong so'
20 hang hang khong du'qc u'a chu()ng nha't d Chau

A v~ cha't lu'qng tren

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14

khong va m~t da't. Trd thanh m9t trong cac doanh nghit%p c6 sue thu hut
cha't xam hang d~u C1 Vit%t Nam nho u'u the' ve hlnh anh cua m()t nganh
cong nght% cao hit%n d;;ti, ve sl;t' hung thu trong cong vit%c, thu nh~p cao,
6n dinh, c6 cd h9i dao t~o va phat tri~n nghe nghit%p.

12000000
10000000
8000000
6000000
4000000
2000000

0
2

3

4

5

2006

2007

2008

2009

2010

6,366,576

7,087,810

7,894,397

8,762,718

9,673,272

2,946,209

3,302,316

3,691,236

4,108,716

4,524,532

3,420,367

3,785,494

4,203,161

4,654,002

5,148,740

Tdc d!J tang binh qu{Jn 11%

L_______

I

---*-------------.---------------------

ffinh 4. Sd d6 chi ti~u v~n tai cua TCT giai do~n 2006-2010.
d/

I>inh huang phat tri~n TCT hang khong Viet Nam de'n nam

- Cac doanh nghit%p v~n tai hang khong phcli phat tri~n phu hqp voi quy
ho~ch phat tri~n giao thong V~n tai CUa ca nu'OC, n6i ChUng, VOi chie'n lu'QC phat

tri~n thi tnl'ong v~n tcli hang khong voi chie'n htqc phat tri~n du lich va quy ho~ch

phat tri~n ke't ca'u h~ t~ng hang khong n6i rieng.
- Cac doanh nghit%p v~n tai hang khong c~n chuyen mon hoa theo cac lp~i
hlnh va thi tntong ho~t d9ng nh~m bao dam nang cao hit%u qua va nang h;t'c c~nh
tranh, hoan thanh tO't nhit%m V\l san Xtlfft kinh doanh, da p ling nhu C~ U da d~ng cua
thi tnl'ong va dap ling c6 hit%u qua tU'ng mang thi tn.tong.

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15

- Cac doanh nghit$p v~n tai hang khong c~n quy ho~ch ro rang vS cong
nght$ may bay giua hai dong cong nght$ chfnh la My va Chau Au tren co sCJ Ia'y
an toan va hit$u qua lam ml,lc tieu hang d~u, nang cao uy tin cha't h.t<;lng, huang
vao ph1Jc V\1 nhu c~u khach hang m9t each t6t nha't.
Phat tri~n cac doanh nghit$p v~n tai hang khong theo huang tranh c~nh
tranh tn;t'c tie'p voi nhau, dam bao kha nang h6 tr<;l I§:n nhau vS m~t thi
tru'ong, ky thu~ t, khai thac va tie'p thi d~ c~nh tranh c6 hit$u qua voi cac
hang hang khong nuoc ngoai, bao dam kha nang phat tri~n vs Iau dai
cua tung doanh nghit$p v~n tai hang khong ke't h<;lp voi vit$c u'u tien
phat tri~n Vietnam Airlines nhlim som thu hyp khoang each voi cac
hang hang khong tien tie'n trong khu vl;t'c.

--------000--------

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16

XA y

CHUONG2
T~I

,:J

A

DljNG CHIEN Lu'(1C MARKETING HON H(1P
'

A

A

,.,!

...,

TONG CONG TY HANG KHONG VI~T NAM DEN NAM 2010.

2.1/

Phan tich cac ye'u to' cua chie'n h.iqc Marketing h6n hqp

t~i T6ng cong ty h~mg Khong Vi~t Nam.

San phffm hang khong la mqt san phffm dich vv. Cac ye'u t6 cua Marketing
h6n h<;lp, nhin chung, g6m: san phffm; gia; phan ph6i va xuc tie'n phat tri~n san
phffm. Tuy nhien, d6i voi Marketing dich vv hang khong, theo toi, cfin

b6 sung

them hai ye'u t6 nua lacon nguoi va dich vv khach hang ( Xem hlnh 5).

~
~

\
Marketing
hOn h1!p t1.1i

TCT
HKVN

\~
v

Hinh 5. Cac ye'u to' cua Marketing h6n hqp t~i T6ng Cong Ty HKVN.

Sau day, chung toi xin phan tich cac ye'u t6 C\1 th~ tren.
2.1.1/

San phffm dich vu van tai hang khong:

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17

Tuy g6c d9 quan sat, c6 th€ phan lo~i san phcfn dich Vl;l v~n tai hang khong
ra theo nhieu each khac nhau. Cl;l th€ Ia:

Theo tdng thi sdn phdm: C6 san phcfm c6t loi va san phcfm phl;l. San

a/

phcfm dich V\1 c6 th€ coi nhu' m9t nguyen tit vdi m9t h~t nhan d trung tam va bao
xung quanh la cac di~n tit. Nhan d day chinh la san plicfm c6t loi va di~n tit la
cac san phcfm h6 tn;1 bao quanh.
Tren tht;(c te' dS di chuySn tu m9t ndi A de'n m9t ndi B, m9t hanh khach
da co ve phai tht;(c hi~n t6i thiSu qua b6n cong do~n:

•!• Trude tien, phili c6 m~t t~i san bay b~ng ba't cu phu'dng ti~n hay hlnh
thuc nao;

•!• Thu hai la, phai lam thu tl;IC checking t~i san bay;
•!• Thu ba la, du'QC du'a tU san bay ra may bay b~ng phu'dng ti~n du'ong 6ng
hay xe;

•!• Thu tu' la, du<;1c v~n chuySn va phl;lc V\1 tren chuye"n bay dS de"n ndi;
Tu d6, cho tha'y (Xem hlnh 6)

San phcfm dich V\1 m~ t da't ---~-.....­
San phcfm phl;lc V\1

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tren tau bay
San phcfm tie"p n6i hanh trlnh

Hlnh 6. Cac thanh phan cua san phdm dich V\1
86 GIAO Dl,JC VA EJAO Tft,.O
TRUC)NG DH KINH TE TP.HCM

THUVI:¢N

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