Hoàn thiện hoạt động tiêu thụ sản phẩm của các doanh nghiệp sản xuất thuốc thú y ở hà nội

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Bd GIAO Dpc VA ©Ao TAO
TRU’d’NG BAI HOC KINH Tf QU6c DAn

VU HUY QUANG

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hA NQI01/2005


BO
VA DAO TAO
• GIAO DUC
•
•
TRlfdNG DAI HQC KINH TE QUOC DAN

VO HUY QUANG

HOAN THIEN HOAT DONG TIEU THU SAN PHAM CUA
CAC DOANH NGHlip SAN XUAT THUOC THU Y 0 HA NOl
■

■

LUAN VAN THAC S? QUAN TR| KINH DOANH

GS. TS DANG DINH DAO
DAI HOC KTQD

TRUW/^M//
THONG TIN THtJVIEl

Ha Xoi - 2005


LCl CAM ON
TTv-anq qua trinh thu’e hied. ^Lian oan (Jh.qe

sq, tai xin. du’a'e bag ta lanq hiet tin. sau. sac tai:
- Qhaq qiao hu'a'n q (Lan:

GS - TS ^gmj.

(Dinh. (Dao.

- @ue 'Qlu'i q - <3a Qlanq stqhiep oa phat trien
Qlang than.

- (Han lanh itq.a oa tap. the dan. Iw eaa (loanh

nqhiep san. xuat thuae thu q tra.n. dia han Qha.nh
pha- T^ii Qlai.
- @ac thag. ca tr-anq. Ultou (Jhu'aiiq. Mai.
(Da nhiet tinh hu’a'nq dan, qiup da', unq ha

iff tai ca the. hoan thajth ite tai. nag.

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MUC LUC
Danh muc cac chur, cum tir viet tat................................................................................7
Danh muc bang bieu, so do......................................................................................... 8

Mo dau......................................................................................... ..................................10
CHUONG I: NHUNG VAN DE CO BAN V£ HOAT DONG TlfiU THU SAN PHAM VA SU CAN

THIET PHAI HOAN THIEN HOAT DONG TIEU THU SAN PHAM O CAC DOANH NGHIEP SAN
XUAT THUOC THU Y..........................................................................................................................................14

1.1- Hoat dong tieu thu san pham d cac doanh nghiep va vai tro cua no doi voi

hoat dong san xuat kinh doanh................................................................................... 14

1.1.1- Khai niem v6 tieu thu, hoat dong tieu thu san pham............................................14
1.1.1.1- Khai niem ve tieu thu.............................................................................. 14
1.1.1.2- Khai niem ve hoat dong tieu thu san pham............................................ 16

1.1.2- Vai tro cua hoat dong tieu thu san pham............................................................. 17
1.1.2.1- Doi voi doanh nghiep............................................................................. 17
1.1.2.2- Ve phuong dien xa hoi................................... '........................................ 19
1.1.3- Kinh te thi trudng va nhung yeu cau dat ra doi voi cac doanh nghiep trong hoat
dong tieu thu san pham....................................................................................................19

1.1.3.1- Nhung dac trung cua nen kinh te thi trudng........................................... 19
1.1.3.2- Nhung yeu cau dat ra doi voi cac doanh nghiep trong hoat dong tieu thu

san pham................................................................................................................ 21
1.2- Noi dung co ban cua hoat dong tieu thu san pham 6 cac doanh nghiep san

xuat.................................................................................................................................. 22
1.2.1- Hoat dong tieu thu d doanh nghiep lien quan den cac nghiep vu ky thuat san

xuat................................................................................................................................... 24
1.2.1.1- Tiep nhan, phan loai, bao goi san pham................................................. 24

1.2.1.2- Ky thuat bao quan, xep do hang hoa..................................................... 26

1.2.1.3- Chuan bi hang hoa de xuat ban, van chuyen........................................ 27


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1.2.2- Hoat dong tieu thu d doanh nghiep lien quan den cac nghiep vu kinh te, to chirc
quan ly............................................................................................................................ 28

1.2.2.1- Nghien cuu thi trubng........................................................................... 28
1.2.2.2- Xay dung ke hoach tieu thu................................................................... 32
1.2.2.3- Ke hoach du tru san pham...................................................................... 38
1.2.3.4- To chuc thuc hien ke hoach hoat dong tieu thu..................................... 39

1.2.3.5- Phan rich danh gia ket qua thuc hien..................................................... 41
1.3- Cac nhan to anh hudng den hoat dong tieu thu san pham noi chung va thuoc
thu y noi rieng.................................................................................................

41

1.3.1- Thuoc thu y la mot loai hang hoa dac biet va kinh doanh thuoc thu y la mot

trong cac loai hinh kinh doanh cd dieu kien.................................................................. 41
1.3.2- Tinh thdi vu va tinh hinh dich benh.....................................................................42
1.3.3- Xu hudng va tap quan tieu dung cua cac nude tren the gidi cac san pham cd

nguon gdc nong san......................................................................................................... 46
1.3.4- Nhan to've san pham.............................................................................................47

1.3.4.1- Chat luqng san pham.............................................................................. 47
1.3.4.2- Quang cao............................................................................................... 49
1.3.4.3- Miu ma bao bi....................................................................................... 49
1.3.5- Trinh do t6 chuc qua trinh tieu thu...................................................................... 50

1.3.5.1- Hinh thuc ban hang............................................................................... 50

1.3.5.2- Mang ludi tieu thu................................................................................. 51
1.3.5.3- Chlnh sach gia ca.................................................................................... 52

1.3.5.4- Cac hoat dong dich vu khac.................................................................. 53

1.3.6- Thi trudng kinh doanh va vi tri cua doanh nghiep.............................................. 54
1.3.7- Doi thu canh tranh................................................................................................ 54
CHUONG II: PHAN TICH THUC TRANG HOAT DONG TlfiU THU SAN PHAM CUA CAC

DOANH NGHIEP SAN XUAT THUOC THU Y 6 HA NOI........................................................................ 56

2.1- Khai quat ve qua trinh hinh thanh va su phat trien cua cac doanh nghiep san

xuat thuoc thu y d Ha Noi va hoat dong tieu thu qua cac thdi ky........................... 56

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2.1.1- Khai quat ve qua trinh hinh thanh va phat triSn ciia cac doanh nghiep san xuat
thuoc thu y d nude ta va cac doanh nghiep san xuat thuocthu y d Ha Noi....................56

2.1.2- Dac diem ve may moc, trang thiet bi, nha xudng................................................68

2.1.3- Dac diem ve von kinh doanh................................................................................ 68

2.1.4- Dac diem ve quy trinh cong nghe san xuat san pham..... . .................................. 69

2.1.4.1- Cong doan chon hoa chat........................................................................ 70
2.1.4.2- Cong doan can dong............................................................................... 70
2.1.4.3- Cong doan tron tinh................................................................................ 71

2.1.4.4- Cong doan bot tinh................................................................................. 71
2.1.4.5- Cong doan dong goi................................................................................ 71
2.1.4.6- Cong doan kiem tra, kiem nghiem......................................................... 72
2.1.4.7- Nhap kho thanh phaim............................................................................. 72
2.1.5- Dac diem ve lao dong, tien luong...................................................................... 72

2.1.6- Dac diem ve san pham, khach hang,thi trudng va doi thu canh tranh............... 74
2.1.7- Dac diem ve moi trudng phap ly........................................................................ 79
2.2- Thue trang hoat dong tieu thu cuacac doanh nghiep san xuatthuoc thu y d

Ha Noi............................................................................................................................. 82
2.2.1- Khai quat tmh hinh tieu thu hien nay cua cac doanh nghiep san xuat thuoc thu y

dHa Ndi.......................................................................................................................... 82

2.2.2- Hoat dong tieu thu san pham cua cac doanh nghiep san xuat thuoc thu y d Ha

Noi gdn vhi cac nghiep vu ky thuat san xuat.................................................................. 84

2.2.3- Thi trudng va hoat dong tieu thu gSn vdi nghiep vu kinh te, to chuc quan ly cua
cac doanh nghiep san xua't thuoc thu y d Ha Noi.......................................................... 85

2.2.3.1- Doanh thu theo khu vuc thi trudng........................................................ 86
2.2.3.2- Tmh hinh hoat dong tieu thu theo quy cua cac doanh nghiep san xuat

thuoc thu y d Ha Noi....................................................................................................... 88
2.2.3.3- Doanh thu tieu thu cac mat hang chii yeu.............................................. 89

2.2.4- Hinh there tieu thu cua cac doanh nghiep san xuat thuoc thu y d Ha Noi.......... 90

2.2.5- Chinh sach gia ca va chiet khau........................................................................... 92


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2.2.6- Cong ttc quang cto va hd tro cudc phi van chuyen........................................... 93
2.2.6 .1- Quang cao............................................................................................... 93
2.2.6.2- H6 tro cudc phi van chuyen................................................................... 94

2.2.7- Nhung ket qua hoat dong san xuat kinh doanh cua cac doanh nghiep san xuat

thuoc thu y 6 Ha Noi trong thdi gian qua.................................... ................................... 94
2.3- Dann giakliai qqut ve hhot dong tieu thu hien nny cua cac ddanti nggiep san

xuat thuoc thu y 6 Ha NOi........................................................................................... 96

2.3.1- Nhung uu diem..................................................................................................... 96

2.3.2- Nhung nhuoc diem va kho khan con ton tai........................................................ 98
CHUONG III: PHUONG HUONG VA GIAI PHAP HOAN THI$N HOAT DONG TIEU THU SAN
PHAM cUa CAC DOANH NGHI&P SAN XUAT THUOC THU Y 6 HA NOI................................... 101

3.1- Phuong huCng va muc tiUu phnt trien cUa nganh thu y va cUa Thanh pho Ha
Noi va nhung van de dat ra cho tiuu thu san pham cUa cnc doanh nghiep..........101
3.1.1- Phuong hudng va muc tiUu phnt trien cUa nganh thu y........................

101

3.1.2- Phuong hudng va muc tiUu phnt trien cUa thanh pho Ha NO............................ 107

3.2- Phuong hudng phat hrien c6a cnc doonh ngthep san xuat hhuoc hhu y o Ha
NO.................................................................................................................................. 110

3.3- Phuong hucng va giai phcp hoan rhieg hoat dOng tiUu thu san pham hipn nay
cho cnc doanh nghiep san xuat thudc thu y 6 Ha Nni............................;............... 111
3.3.1- Phuong hudng hoan thinn................................................................................ 111

3.3 .2- Giai phcp hoan thinn......... ............................................................................ 112

3.3.2.1- Hoan thinn ctc nghiep vu ky thuat san xuat trong hoat dOng tiUu thu san
pham............................................................................................................................... 112
3.3. 2.2- Hoan thinn chfnh stch git ca trong tiUu thu................................................... 113

3.3.2.3- Hoan thinn cong ttc xay dung ke hotch tiUu thu san pham va quan ly co hinu
qua vinc thuc hinn ke hotch, mtng ludi tiUu thu.........................................................115
3.3.2.4- Hoan thinn cong ttc to chuc bn mty va doi mdi mo hinh doanh nghinp..... 116

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3.3.2.5- To.chhrc ddo tao, huan luyen nang cao trinh do nghiep vu cho ddi ngu ban

hang............................................................................................................................... 117
3.3. 2.6- Hoaothien chng tan dieu tra nghien cac co ban ata mo rong thi trtrdng.... 118

3.3. 2 . 7-Tang cucng ddu tu xUn dung chsohutang, (^loinunchng nghu,<^iuynl;^' chut

khna aygg aap ggyyng liny OUa uoo aho sag uyat de ming aoo ahat luogg vo io dogg
hon sng pham.................................................................................................................. 122
3.3. 2.8-Ho0othien chng tan lap kk hhoohsanxuattrenco s&kk hhooh tieu thh... 1215

3.3.3- Bien phap t hue day tieu thus anpham......................................................... 125
3.3.3.1- Tngg hunch anng tnh hd tro hoot digg tiny thu sng pham............................ 126

3.3.3 . 2- Phag dau ginm gin tU0nh sng phdm................................................................. 128
3.3.3.3- Too lpp vo hugg ho yy tm huo doogh gghipp trng thi trunng......................... 129
3.3.3.4- Ooog thing hnh yeu to phi thnh the huo hogg hon............................................ 130
3.3.3.5- Thnh hipg hnh bipg phnp khyyen moi hop ly doi voi khnah hogg................. 131

3.4- Mot so giai phap tto lap dieu kien moi thirong de hoan thien hoat dong tieu
tOu snn pOym cua cPc doanO ngOiep snn xuat tOuoc tie y noi cOung vn cPc doanO

ngOiep snn xuat tOuoc tOe y d Hn Nni noi riung............... '...................................... 134
3.4.1- Phni dnm bno du von hho qyn trinh sng uyat kigh doogh vo hipg doi hon dny

tryyUn hngg gghp sng uya't............................................................................................ 134

3.4.2- Trmh di nghinp vu hag bi annh nhng vinii trogg doogh nhhinp....................... 134
3.4.3- Mit so' kien gghi voi hnh io qyog qynii ly Nho nude........................................ 135
KET LUAN.......................................................................................................................................................... 139
TAI LIEU THAM KHAO...................................................................................................................................140
PHU LUC...............................................................................................................................................................142


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DANH MUC CAC CHU, CUM TlT VIET TAT
AFTA

Khu vuc mail dich tu do Chau A Thai Binh Duong

ASEAN

Hiep hoi cac nude Dong Nam A

Bo NN & PI NT

Bo Nong nghidp va Phat trien Nong thon

CBCNV

Can bo cong nhan vien

Didm Uyen

Cong ty TNHH thuong mai va san xua't thud'c thu y Didm Uyen

D/P (DP)

Documents against payment (Hinh thifc thanh toan nhd thu)

EU

Cong dong Chau Au

GDP

Tong san pham quoc noi

GMP

Good manufacturing practise (Tieu chuan thuc hanh san xuat thuoc tot)

GTGT '

Thue Gia tri gia tang

HACCP

Hazard Analysis Critical Point (He thong xac dinh, danh gia va khong
chd' cac doc hai cd y nghia trong an toan thuc pham)

Hanvet

Cdng ty cd phan duqc va vat tu thu y

KCS

Bo phan kiem nghiem

L/C

Letter of credit (Hinh thifc thanh toan bang thu tin dung)

NK

Nhap khaiu

Song Hong

Cdng ty TNHH Song Hong

TL%

Ty Id %

TNHH

Trach nhiem huu han

T.nhu cau

Tdng nhu cdu

TP

Thanh phO'

Truong Hang

Cdng ty TNHH Trudng Hang

TS

Tai san

TT

Telegraph Transfer (Hinh thifc thanh toan bang didn chuyen tien)

TW

Trung uong

UBND

Uy ban nhan dan

Vinavetco

Cdng ty co phan thuoc thu y Trung uong

XK

Xua't khaiu

WTO

To chuc thuong mai the gidi


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DANH MUC BANG BIEU, SO DO
I. BANG BIEU
1. Bang 1.1: Bang gia vat pham tieu dung dudi tac dong cua dich cum ga nam 2003 - 2004

2. Bang 2.1: Tinh hinh co cau von cua Cong ty co phan duqc va vat tu thu y
3. Bang 2.2: Tinh hinh co cau von cua Cong ty cd phan thuoc thu y TW1

4. Bang 2.3: Tinh hinh co cau von cua COng ty Trudng Hang

5. Bang 2.4: Tinh hinh co ca'u von cua Cong ty TNHH thuong mai va san xuat thuoc thu y
DiSm UyOn (HUPHAVET)

6. Bang 2.5: Tinh hinh co cau von cua Cong ty Song Hong
7. Bang 2.6: Thu nhap cua CBCNV tai cac doanh nghiep san xuat thuoc thu y d Ha Noi

8. Bang 2.7: So luong dan gia sue, gia cam cua Viet Nam tir nam 1998 - 2003
9. Bang 2.8: Tinh trang nhap khau thudc thu y qua cac nam 1993 - 2004

10. Bang 2.9: Ke't qua tieu thu cua cac doanh nghiep san xuat thudc thu y d Ha Noi so vdi
tong nhu cau ve thudc thu y tren toan quoc

11. Bang 2.10: Tinh hinh tieu thu theo khu vuc cua cac doanh nghiep san xuat thudc thu y d
Ha Ndi tir nam 1999 - 2003

12. Bang 2.11: Tinh hinh tieu thu theo quy cua cac doanh nghiep san xuat thudc thu y d Ha
Noi tir nam 1999 - 2003

13. Bang 2.12: Tinh hinh tieu thu nhom mat hang chu yeti cua cac doanh nghiep san xuat
thudc thu y d Ha Ndi tir nam 1999 - 2003
14. Bang 2.13: Hinh thirc tieu thu san phaim cua cac doanh nghiep san xuat thudc thu y d Ha

Ndi tir nam 1999 - 2003

15. Bang 2.14: Tong hop nhung chi tieu kinh te' chu ye'u ve san xuat kinh doanh cua cac
doanh nghiep san xuat thudc thu y d Ha Noi qua cac nam 1999 - 2003
16. Bang 2.14A: Nhung chi tieu kinh te' chu yeu ve san xuat kinh doanh cua COng ty Hanvet

qua cac nam 1999 - 2003

17. Bang 2.14B: Nhung chi tieu kinh te' chu yeu ve san xuat kinh doanh cua COng ty
Vinavetco qua cac nam 1999 - 2003
18. Bang 2.14C: Nhung chi tieu kinh te' chu ye'u ve san xuat kinh doanh cua COng ty Trudng

Hang qua cac nam 1999 - 2003


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19. Bang 2.14D: Nhung chi tieu kinh te chu yeu ve san xuat kinh doanh cua Cong ty Song

Hong qua cac nam 1999 - 2003

20. Bang 2.14E: Nhirng chi tieu kinh te chu yeu ve san xuat kinh doanh cua Cong ty Diem
Uyen qua cac nam 1999 - 2003

21. Bang 3.1: Tinh hinh xuat khau san pham thuO'c cua cac doanh nghiep san xuat thudc thu y
22. Bang3.2: Nhirng chi tieu can hudng tdi cua Nganh Thu y trong nam 2005

II. SO DO
1. So do 1.1: Mo hinh tieu thu san pham

2. So do 1.2: Bon loai kenh phan phoi san pham
3. So do 2.1: So do quy trinh san xuat thuoc hot


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1- Stf CAN THIET NGHIEN CUU DE TAI

Trai qua hang ngan nam, nganh chan nuoi da va dang chiem mot vi tri vo cung
quan trong trong ddi song xa hoi cua cac quoc gia va cung cap cho con ngudi cac san
pham thiet yeu: Thit, trung, sua, da va cac san pham che bien khac. Ngay nay ca the
gicri dang chu trong thuc hien dam bao “an ninh litang thifc”, ma thuc chat la dam bao

dinh duong cho con ngudi khong chi luong thuc, thuc pham thuan tuy ve so lupng va

thiic an chan nuoi; phong trir dich benh; phuong thuc quan ly chan nuoi.
Muon dam bao an toan dich benh cho gia sue, gia cam can phai co thuoc phong
va chua benh, dac biet la chan nuoi tien tien tap trung theo loi tham canh san xuat hang

hoa nhu trong giai doan hien nay. Nha bac hoc vi dai Goocghi Paplo'p noi: “Sac si
ngitdi chita benh cho con ngitdi, nhilng bac si thu y chita benh cho loai ngitifi”. Cau noi

tren da khSng dinh vi tri cua thu y doi vdi nganh chan nuoi, dong thdi khAng dinh

nganh chan nuoi la doi tupng kiem soat cua thu y.

Nam 1998, mot deft dich Id mom long mong xay ra tai Dai Loan gay thiet hai

gan 11 ty USD bao gom chi phi tieu diet true tiep Ion va trau bo nSm trong vimg dich
la 3,7 ty USD, chi phi khu trung, tieu doc tren xac vat bi benh chet la 6,2 ty USD. Do
con chua tinh den cac khoan thiet hai khac de khoi phuc cac cor sd san xuat, khdi phuc

chan nuoi. Ngoai Dai Loan, dich bo dien d Anh Quoc da lam cho thi trudng thit bo va
cac san pham che bien tit bo nhu thit, bo, sua, pho mat... cua ca khdi EU bi xao tron,
hang trieu ngudi dan chau Au phai song trong canh nom ndp lo so. 6 Viet Nam, nam

2003, dot dich cum gia cam xay ra tren toan quoc khien cho toan nganh chan nuoi chiu
thiet hai nang ne, hon 38 trieu con gia cam bi chet hoac phai tieu huy, nen kinh te quoc

dan bi khung hoang trong thdi gian dai, thiet hai ve kinh te len den hang tram ty dong

chua ke den thiet hai cho tinh mang cua horn 30 con ngudi. Day la mot thiet hai kho ma
do dem dupe. Do vay de chan nuoi dat dupe ket qua tot, de con ngudi tranh dupe


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nhung ndi dau va dune cung cap nhung san pham luong thuc, thuc pham sach, an toan

thi ro rang nganh chan nuoi phai can den su hd trq tfch cue cua nganh san xuat thudc
thu y.

Trong su phat trien chung cua cac nganh kinh te quoc dan, nganh cong nghiep
san xuat thudc thu y da dan khing dinh duqc vi the cua minh, tir chd nhap khau hau het
cac san pham thudc thu y, den nay chung ta da chu dong san xuat duqc gan du cac

chung loai thudc, che pham sinh hoc dung trong chan nuoi. Hien nay nhap khau chi
con chiem dudi 20%, san xuat trong nude dap ung tren 80% nhu cau thudc chua benh
cho dan gia sue, gia cam. Nam 1991 tren toan quoc mdi chi cd 8 doanh nghiep san

xuat kinh doanh thudc thu y cung cap gan 20% nhu cau toan quoc. Tinh den thang
5/2004 tren toan quoc da cd 82 doanh nghiep san xuat thudc thu y vdi du cac quy mo.

Trong do tap trung chu yeu d hai vung la khu vuc dong bang song Ciru Long va khu
vuc dong bang song Hong. Cd mot thuc te dat ra la 34 doanh nghiep san xuat thudc thu

y d Ha Noi vdi du cac quy mo khac nhau tuy cd the cung cap day du cac loai thudc thu
y dap dng nhu cau, nhung kha nang tieu thu san pham lai rat thap so vdi cac doanh

nghiep san xuat thudc thu y d khu vuc dong bang song Cuu Long. Tren tong nhu cau
ve thudc thu y tieu dung trong toan quoc nhung nam gan day khoang 1.200 ty dong thi
cac doanh nghiep san xuat thudc thu y d Ha Noi mdi chi tieu thu duqc khoang tren 400

ty dong, chiem khoang 33,3% tong nhu cau. Nhu vay kha nang tieu thu cua cac doanh

nghiep san xuat thudc thu y d Ha Noi la rat thap, van de nay can duqc cai thien trong
nhung nam tdi. Hien nay cd rat nhieu de tai Luan van ve tieu thu san pham, nhung de
tai ve day manh hoat dong tieu thu san pham thudc thu y thi chua duqc chu trong. Do

vay vdi tinh cap thiet cua hoat dong tieu thu san pham thudc thu y, sau mot thdi gian
tim hieu thuc te hoat dong san xuat kinh doanh cua cac doanh nghiep san xuat thudc

thu y d Ha Noi, tdi manh dan chon de tai “Hoan thien hoat dong tieu thu san pham

cua cac doanh nghiep san xuat thudc thu y d Ha Ndi” de lam Luan van Thac sy.
Tuy day la mot de tai truyen thong nhung su can thiet cua nd doi vdi timg doanh

nghiep san xuat kinh doanh thudc thu y vdn mang tinh cap thiet va cd y nghia thuc
tidn.

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2- MUC DICH NGHIEN CUU
Tren co so nghien cuu de tai, Luan van se phan tfch co so ly luan va thuc tidn
cua hoat dong tieu thu san pham thudc thu y tai cac doanh nghiep san xuat thudc thu y
d Ha Noi. Tir do dua ra he thong cac bien phap, giai phap de hoan thien hoat dong tieu

thu cua cac doanh nghiep san xuat thudc thu y d Ha Noi trong nhung nam tdi.
3- DOI TUONG VA PHAM VI NGHIEN CUU
Doi tuong va pham vi nghien cun cua Luan van la cac van de ly luSn va thuc

trang hoat dong tieu thu san pham d mot so doanh nghiep san xuat thudc thu y d Ha

Noi co quy mo ldn va chiem mot ty trong dang ke tren thi trudng trong khoang thdi

gian 5 na'm gan day.
4- PHUONG PHAP NGHIEN CUU

Khoa hoc kinh te la mot mon hoc tuan thu cac quy luat kinh te khach quan, do
vay de thuc hien Luan van, tac gia sir dung cac phuong phap nghien cuu nhu: phuong
phap duy vat bien chung, duy vat lich sir, phuong phap toan - thong ke, phuong phap

phan tfch va tong hop, phuong phap mo hmh va bieu do va cac phuong phap phan tfch
kinh te khac.

5- NHUNG DONG GOP KHOA HOC CUA LUAN VAN
- Tu nghien cuu cac van dd ly luan, Luan van lam ro cac quan niem ve tieu thu
san pham, hoat dong tieu thu san pham cua cac doanh nghiep trong nen kinh te thi
trudng.

- Xem xet hoat dong tieu thu san pham nhu la mot qua trinh lien quan den cac

khau nghiep vu tieu thu san pham ve ky thuat san xuat va to chuc quan ly.
- Neu bat nhung nhan to dac thu anh hudng den hoat dong tieu thu san pham cua

cac doanh nghiep noi chung va doanh nghiep san xuat thudc thu y noi rieng.


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- Phan tfch toan dien thuc trang hoat dong tieu thu san pham d cac doanh nghiep

san xuat thuoc thu y o Ha Noi, tu do rut ra nhung van de co tinh quy luat ve hoat dong

tieu thu san pham cua doanh nghiep hien nay.
- Dua ra cac bien phap, giai phap day manh hoat dong tieu thu san pham o cac

doanh nghiep san xuat thuoc thu y trong nhung nam toi, dong thdi dua ra nhung kien
nghi can thiet doi vdi Chfnh phu trong hoat dong quan ly Nha nuoc.
6- KET CAU CUA LUAN VAN

Ngoai ldi mo dau va ket luan, noi dung cua Luan van duoc chia thanh ba
chuong:

Chuong 1: Nhung v£n de co ban ve hoat dong tieu thu san pham va su can thiet
phai hoan thien cong tac tieu thu san pham o cac doanh nghiep san xuat thuoc thu y.

Chuong 2: Phan tfch thuc trang hoat dong tieu thu san pham cua cac doanh
nghiep san xua't thuoc thu y o Ha Noi.

Chuong 3: Phuong huong va giai phap hoan thien hoat dong tieu thu san pham

cua cac doanh nghiep san xua't thuoc thu y o Ha Noi.


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CHV0NGI
NHUNG VAN DE CO BAN VE HOAT DONG TIEU THU SAN PHAM VA SU

CAN THIET PHAI HO AN THIEN HOAT DONG TIEU THU SAN PHAM 6
CAC DOANH NGHIEP SAN XUAT THUOC THU Y
1.1- HOAT DONG TlfeU THU SAN PHAM 6 CAC DOANH NGHlfiP VA VAI TRO CUA

NO DOI V()I HOAT DONG SAN XUAT KINH DOANH

1.1.1- Khai niem ve tieu thu, hoat dong tieu thu san pham

1.1.1.1- Khai niem ve tieu thu
Qua trinh tai san xuat xa hoi bao gom: san xuat - phan phoi - trao doi - tieu

dung, tieu thu san pham nam trong khau luu thong hang hoa, la cau noi giua ngudi san
xuat va ngudi tieu dung, la giai doan cuoi cua qua trinh san xua't kinh doanh. Vi vay co
tieu thu duqc san pham thi moi thuc hien duqc chuc nang gia tri cua hang hoa va moi

cd the bao dam cho qua trinh tai san xuat xa hoi duqc didn ra lien tuc. Tieu thu duqc
san pham bao dam thuc hien muc tidu ma doanh nghiep de ra do la lqi nhuan, vi the
cung nhu su an toan trong kinh doanh cua doanh nghiep. Triet ly kinh doanh cua san

xuat hang hoa la san pham duqc san xuat ra de ban nham thu lqi nhuan. Do do tieu thu

san pham la mot trong nhung noi dung quan trong trong hoat dong san xuat kinh

doanh d doanh nghiep de thuc hien triet ly do.

Hien nay trong cac giao trinh chuyen nganh kinh te co nhieu khai niem ve tieu
thu. Nhung tat ca cac khai niem deu nhan manh den vai tro cua tieu thu, deu coi tieu
thu san pham la mot noi dung quan trong trong to chuc hoat dong thuong mai doanh

nghiep, dong thdi la khau then chot trong hoat dong kinh doanh. Trong nen kinh te thi
trudng, cac doanh nghiep phai tu minh quyet dinh ba van de trung tarn, cho nen vide

hoach nham thuc hien cac nghiep vu lien quan den tieu thu san pham nhu ndm nhu cau


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thi trudng, to chiic san xuat, tiep nhan san pham, chuySn bi hang hoa va xuat ban theo
yeu cau cua khach hang vdi chi phi kinh doanh nhd nhat. Nhu vay, tieu thu san pham d
doanh nghiep la mot hoat dong mang tmh nghiep vu cao, bao gom nhieu loai cong viec
khac nhau lien quan den cac nghiep vu ky thuat san xuat va cac nghiep vu to chuc
quan ly qua trinh tieu thu. Muc tieu cua qua trinh nay bao gom muc tieu so luong: thi

phan, doanh so, da dang hoa san pham, lqi nhuan va muc tieu chat luong, cai thien
hinh anh cua doanh nghiep va cai thien dich vu khach hang. Nhu vay theo nghia rong,

tieu thu san pham la mot qua trinh kinh te bao gom nhieu khau tir viec nghien cun thi
trudng, xac dinh nhu cau khach hang, dat hang va to chuc san xuat, thuc hien cac

nghiep vu tieu thu, xuc tien ban hang... nham muc dich dat hieu qua cao nhat.
Con theo nghia hep, tieu thu (ban hang) hang hoa, lao vu, dich vu la viec dich

chuyen quyen sd huu san pham hang hoa, lao vu, dich vu da thuc hien cho khach hang
dong thdi thu duqc tien ban hang hoa hoac duqc quyen thu tien ban hang. Cung co

quan niem theo nghia hep cho rang, qua trinh tieu thu san pham gan vdi su thanh toan
giua ngudi mua va ngudi ban va su chuyen quyen so huu hang hoa. Tieu thu san pham

la qua trinh thuc hien gia tri cua hang hoa, qua trinh chuyen hoa hinh thai gia tri cua

hang hoa sang tien, san pham duqc coi la tieu thu khi duqc khach hang chap nhan
thanh toan tien hang.
Qua su phan tich y nghia va cac khai niem khac nhau ve tieu thu, chung toi cho

rang dinh nghia ve tieu thu mot each dung dan va day du nhat chfnh la khai niem tieu

thu theo nghia rong. Tire la coi tieu thu san pham nhu la mot qua trinh kinh te bao gom

nhieu khau tir viec nghien cuu thi trudng, xac dinh nhu cau khach hang, dat hang va to

chirc san xuat, thuc hien cac nghiep vu tieu thu, xuc tien ban hang... nham muc dich
dat hieu qua cao nhat. Khai niem nay da de cap den tat ca nhung yeu to' can thiet doi

vdi tieu thu san pham trong mot doanh nghiep va nhung khau nghiep vu cu the cua tieu

thu san pham trong giai doan ngay nay.
Trong tieng Anh thi tieu thu la consumption (danh tir) va consume (dong tir),

tieng Phap tieu thu la Consummations (danh tir) va consummer (dong tir), tieng Nga

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tieu thu la cGbit deu dune hieu la qua trinh ban cac san pham ma cac doanh nghiep san

xua't lam ra (tir khi xuat xudng thanh pham den khi san pham den tay khach hang).
1.1.1.2- Khai niem ve hoat dong tieu thu san pham

Hoat dong tieu thu san pham bao gom nhieu hanh vi tieu thu san pham 6 cac

doanh nghiep lien quan mat thiet den hai loai qua trinh: cac nghiep vu ky thuat san

xuat va cac nghiep vu kinh te, to chufc va ke hoach hoa tieu thu. Doi vdi cac doanh
nghiep, viec thuc hien cac nghiep vu ky thuat san xuat trong tieu thu san pham la hoat

dong tiep tuc qua trinh san xuat trong khau luu thong. Cac nghiep vu, hanh vi cua hoat
dong tieu thu lien quan chat che vdi nhau, va nghiep vu nay co anh huong tdi ket qua
cua qua trinh kia. Hoat dong cua hai nghiep vu nay cung anh huong tdi ket qua cuoi
cung cua qua trinh san xuat kinh doanh cua doanh nghiep.

Trong tieng Anh thi hoat dong tieu thu la Consumption activity, tieng Phap hoat
dong tieu thu la Les activite's consommation va Activite de consummation, tieng Nga

hoat dong tieu thu san pham la cbtiTOBaa AejrrejibHocTb. Cac thuat ngu tren duoc hieu
nhu tong the cac hoat dong lien quan den cac hanh vi tieu thu san pham tir khau nghien

cun thi trudng den khau to chtrc ban hang va cung cap cac dich vu.
Cong tac tieu thu san pham la nhung cdng viec ma can bo quan tri tieu thu san
pham can phai lam d doanh nghiep tir nghien cun thi trudng, lap ke hoach tieu thu,
phoi hop va t6 chuc cac ke hoach tren thi trudng, quang cao va khuyen khich ban hang,
chat luqng va mlu ma san pham, quyet dinh gia den to chiic ban hang. Qua trinh tieu

thu san pham co the duoc mo ta bang so do:


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So do 1.1: Mo hinh tieu thu san pham

DSy la so do trfch dSn trong giao trinh Kinh te thuong mai - Nha xua't ban thong
ke xuat ban nam 2003.
Trong tieng Anh, hien nay chua co thuat ngu chfnh thuc ve cong tac tieu thu san
phdm, nhung co the tarn dich cong tac tieu thu san pham la The work of consumption,
con trong tieng Phap thi cong tac tieu thu san pham la La consommation, Trong tieng
Nga, cong tac tieu thu san pham chfnh la cSbiTOBaa paboTa.

Nhu vay so sanh cac y nghia khac nhau o ca ba ngon ngu tren thi trong tieng
Anh: tieu thu, hoat dong tieu thu va cong tac tieu thu mang y nghia khac biet nhat

dinh. Trong tieng Phap thi ba thuat ngu tren co su khac biet, tuy nhien su khac biet

giua cong tac tieu thu va tieu thu khong co su khac biet ldn. Trong ngon ngu tieng Nga
thi ba thuat ngu tren cung co su khac biet nhat dinh.
Nhu vay, ve tong the khi so sanh ba thuat ngu tren trong ca ba ngon ngu Anh.
Nga, Phap thi tieu thu, hoat dong tieu thu va cong tac tieu thu deu mang y nghia khac

nhau va deu duoc dung voi cac thuat ngu kinh te hoc khac nhau.

1.1.2- Vai tro cua hoat dong tieu thu san pham
1.1.2.1- Doi voi doanh nghiep


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Hoat dong tieu thu san pham dong vai tro quan trong, quyet dinh su ton tai va
phat trien cua doanh nghiep. Qua trinh san xuat kinh doanh cua doanh nghiep duqc van

dong qua cac giai doan T - H - H' - T'. VI vay, neu xet tren toan bo qua trinh san xuat

kinh doanh thi hoat dong tieu thu la cong viec quan trong nhat de thuc hien cac muc
tieu chuyen doi cac hinh thai gia tri chu yeu cua doanh nghiep.
Chi khi san pham duqc tieu thu doanh nghiep moi thu hoi duqc von de thuc hien

qua trinh san xuat va tai san xuat md rong. Thuc hien tot hoat dong tieu thu la dong luc
thuc day san xuat phat trien. Hoat dong tieu thu san pham la khau quan trong nhat anh
hudng tdi vong quay cua von, neu san pham duqc tieu thu sdm thi von thu hoi nhanh

va toe do vong quay cua von Irin, chu ky kinh doanh duqc rut ngdn va hieu qua su dung
von cao. Trong nen kinh te thi trudng, hoat dong tieu thu san pham phan anh tinh hinh

san xuat kinh doanh cua cac doanh nghiep, no la thudc do de danh gia hieu qua cua

hoat dong kinh doanh cua doanh nghiep.

Hoat dong tieu thu san pham la khau het sue quan trong doi vdi ban than doanh

nghiep, thong qua tieu thu, tinh huu ich cua san pham mdi duqc xac dinh hoan toan.
Cd tieu thu duqc hang hoa mdi thu hoi duqc von, tang nhanh qua trinh tieu thu va tang
nhanh duqc vong quay cua von, tiet kiem duqc von. Thong qua hoat dong tieu thu, lqi
nhuan cua doanh nghiep duqc thuc hien, cac quy d doanh nghiep duqc hinh thanh, kfch

thich lqi fch vat chat cho can bo cong nhan vien trong doanh nghiep. To chuc tot hoat
dong tieu thu san phdm, tiic la chu dong tao ra nhu cau, kfch thich tieu dung va tieu

dung se tac dong trd lai qua trinh tai san xuat tao ra ngay cang nhieu san pham.

Hoat dong tieu thu duqc thuc hien, san pham cua doanh nghiep ban duqc chung
to nd duqc ngudi tieu dung va thi trudng chap nhan, thoa man nhu cau cua khach hang,
doanh nghiep tao duqc chu tin tren thi trudng. Tieu thu la khau cd quan he mat thiet

vdi khach hang, nd anh hudng true tiep den niem tin, uy tin, kha nang tai tao nhu cau

cua ngudi tieu dung doi vdi cac san pham cua doanh nghiep va cung la vu khi canh

tranh quan trong cua doanh nghiep doi vdi cac do'i thu canh tranh. Khd'i luqng san
pham duqc tieu thu the* hien uy tin cua doanh nghiep, chat luqng cua san pham, su


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thfch ling vdi nhu cau cua ngudi tieu dung va su hoan thien cua cac hoat dong dich vu.
Noi each khac tieu thu phan anh day du mat manh va mat yeu cua cac doanh nghiep.

Hoat dong tieu thu gSn ngudi san xuat vdi ngudi tieu dung, nd giup nha san xuat
hieu them ve ket qua san xuat cua mlnh, nSm bat duoc nhu cau cua thi trudng, am hieu
hon ve thi hieu cua khach hang tir do cd ke hoach to chuc san xuat ra nhung san pham

phu hop vdi nhu cau va thi hieu cua khach hang ngay mot tot hon.

1.1.2.2- Ve phito'ng dien xa hoi
Tieu thu san pham cd vai tro quan trong trong viec can doi giua cung va cau bdi

vi nen kinh te la mot the thong nhat vdi nhung can bang tuong quan ty le nhat dinh.
San pham san xua't ra duoc tieu thu cd nghla la san xuat dang diiin ra mot each binh
thudng va troi chay, tranh duoc su ma't can do'i, giu duoc su binh on trong xa hoi, gop

phan on dinh va phat trien toan bo nen kinh te quoc dan.
San pham cua doanh nghiep duoc tieu thu cd nghla la xa hoi da thira nhan ket

qua lao dong cua doanh nghiep. Su ton tai va phat trien cua doanh nghiep se giai quyet

cong an viec lam, tao thu nhap cho ngudi lao dong dong thdi dong gop tien cua vao
ngan sach Nha nude va thuc hien cac nghla vu xa hoi.

Thong qua tieu thu san pham cd the du doan nhu cau tieu dung cua xa hoi noi
chung va tung khu vuc noi rieng doi vdi timg loai san pham. Tren co sd do, cac nha

quan ly kinh te vi mo se xay dung duoc cac ke hoach phu hop nhSm dat hieu qua cao
nhat trong toan nen kinh te.

1.1.3- Kinh te thi trudng va nhung yeu cau dat ra doi vdi cac doanh nghiep trong
hoat dong tieu thu san pham

1.1.3.1- Nhung dac trung cua nen kinh te thi trudng

Nen kinh te duoc coi la mot he thong cac quan he kinh te va khi cac quan he
kinh te giua cac ca nhan, cac doanh nghiep deu bi£u hien qua mua ban hang hoa, dich

vu tren thi trudng thi nen kinh te do duoc goi la nen kinh te thi trudng. Kinh te thi
trudng la hinh thufe bieu hien qua mua ban hang hoa, dich vu tren thi trudng va thai do


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cu xu cua tung thanh vien kinh te la hudng vao viec tim kiem lqi fch cua minh theo su

dfin dat cua thi trudng.
Kinh te thi trudng hien nay da trai qua nhieu su thay doi ve ban chat cua no.

Kinh te thi trudng trong giai doan dau cua chu nghia tu ban la nen kinh te thi trudng
thuan tuy, tuc la nen kinh te tu do tuyet doi, khong cd ban tay can thiep cua Chfnh phu.

Nhung cho den ngay nay khong mot quoc gia nao ap dung mot each cung nhac mo
hinh nen kinh te thi trudng thuSn tuy, ma ung dung nen kinh te thi trudng hien dai

mang mau sSc cua tung quo'c gia. Theo Mc.Carthy thi mot he thong kinh te lay quyet

dinh ca nhan cua nha san xuat va ngudi tieu thu la mile chi thi marcro quyet dinh toan
bo nen kinh te la he thong kinh te hoan toan dieu khien bang thi trudng.

Co the noi kinh te thi trudng la mot kieu to chiic nen kinh te trong do san xuat phan pho'i - trao doi - tieu dung deu gdn chat vdi thi trudng. San xuat ra hang hoa, dich

vu gi?, khoi luqng bao nhieu?, san xuat bang each nao?, ai se nhan hang hoa, dich vu
sau khi san xuat ra? Tat ca deu xuat phat th nhu cau thi trudng va thong qua thi trudng.
Thi trudng la trung tarn cua toan bo qua trinh san xuat va tai san xuat ra cac san pham

hang hoa va dich vu cho xa hoi. Thi trudng la tap hop cac su thoa thuan thong qua do
ngudi ban va ngudi mua tiep xue vdi nhau de trao doi hang hoa va dich vu. Trong thi

trudng ngudi mua va ngudi ban hang hoa, dich vu tac dong vdi nhau hinh thanh cung
cau hang hoa, dich vu. Su tuong tac giua cung - cau, hang hoa - dich vu da hinh thanh

gia ca thi trudng. Kinh te thi trudng cd cac dac trung co ban sau:

kinh doanh muon thanh cong thi trudc khi quan tarn den lqi fch cua minh phai thuong
xuyen quan tam den lqi fch cua ngudi khac.

- Lay canh tranh lam thi dua, nhung khong phai la ca ldn nud't ca be ma la canh
tranh doi hoi cung nhau tang trudng, ai tut hau se bi thua thiet trong canh tranh.

- Tfnh doc lap tu chu trong hoat dong san xuat kinh doanh cua doanh nghiep
cao. Nha kinh doanh phai dung cam va cd tfnh tien phong. Nha kinh doanh tu chiu


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trach nhiem ca nhan, quyet dinh ca nhan. Do do trong kinh te thi trudng luon doi hoi

phai co nhung quyet dinh dung, de ra muc tieu dung va giai quyet su ly dung.
- Doi mdi, tang trudng thudng xuyen la muc tieu an toan phat trien va lqi nhuan.

- Nhu cau ve ke hoach hoa va dieu khien la rat cao, nhung viec quyet dinh ve ke
hoach hoa la do doanh nghiep quyet dinh. Viec quyet dinh san xuat kinh doanh loai

hang hoa dich vu gi, so luqng bao nhieu, san xuat nhu the nao va phan pho'i cho ai tuy
thuoc vao kha nang, nguon luc cua doanh nghiep thong qua thi trudng va nhu cau cua
khach hang.
- Su van dong cua hang hoa dich vu tren thi trudng duqc didn ra tu do theo phap

luat. Tu do gia nhap, tu do hoi hop, tu do mua ban, tu do kinh doanh theo khuan kho
phap luat. Do do trong nen kinh te thi trudng, cac doanh nghiep luon can quan tam den

doi thu hien tai va doi thu tidm nang.

- Cac mo'i quan he giua ngudi mua va ngudi ban, giua nha san xuat kinh doanh

va khach hang thong qua mua ban bang tien tren thi trudng (con goi la tien te hoa cac

mdi quan he kinh te).

1.1.3.2- Nhiing yeu cau dat ra doi voi cac doanh nghiep trong hoat dong tieu thu
san pham
Trong nen kinh te thi trudng, hoat dong tieu thu san pham la khau cuoi cung cua

doanh nghiep san xuat hang hoa va nd cung quyet dinh viec thuc hien thanh cong hay

that bai cac muc tieu doanh nghiep de ra. Vi vay trong nen kinh te thi trudng, tieu thu

duqc san pham la muc dich co ban nhat cua san xuat hang hoa, la cong viec hang ngay
cua cac doanh nghiep. Tuy nhien van de nay khong don gian chut nao, thuc te cho thay

co nhung san pham co chat luqng rat tot nhung vSn khong tieu thu duqc, vi sao vay?
Nguyen nhan cd the la san pham khong tiep can duqc vdi ngudi tieu dung, hay do nd

khong cd hinh thuc mSu ma "dep" trong con mdi ngudi tieu dung, khong phu hqp vdi
thi hieu cua ngudi tieu dung hoac khong hqp thdi the, tap quan tieu dung cua moi
ngudi. Cung cd the do gia cua nd qua "cao" doi vdi mot khu vuc thi trudng cu the, hay


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san pham do chua dupe moi ngudi biet nhieu ve ten goi, tinh nang, cong dung cua san

pham do... hoac con co nhieu nguyen nhan khac. Vi vay de co the dam bao va thuc
hoat dong tieu thu san pham co hieu qua, cac doanh nghiep can dac biet quan tam den

mot so van de chu yeu sau:
Phai thudng xuyen tien hanh nghien cUu, nam bat dung nhu cau thi trudng san

pham hang hoa de co the kip thdi chuyen hudng san xuat, thay doi san xua't nham
chiem linh thi trudng khi can thiet.

Phai khong nghng cai tien hinh thUc, nang cao chat lupng san pham, tao ra
nhung kieu dang, mSu ma dep va phu hop vdi xu the tieu dung cua khach hang trong

thng giai doan cu the, dong thdi phai da dang hoa san pham de tranh va ngan ngua rui

ro trong kinh doanh dong thdi tfch cuc xam nhap thi trudng mdi, co' gang dap ung nhu
cau hang hoa doi vdi tung khu vuc thi trudng rieng biet.
Cai tien cong tac to chuc quan ly, nang cao nang sua't lao dong, tao dieu kien ha

gia thanh san phdm, th do tang khoi lupng ban va thu hut them khach hang mdi.
Md rong mang ludi tieu thu vdi nhieu hinh thuc phong phu da dang nhung lam

sao phai hop ly va co hieu qua nhat trong tung giai doan va dieu kien cu the.

Tang cudng viec quang cao gidi thieu san pham nham thu hut khach hang dong

thdi co the hudng ngudi tieu dung tdi thoi quen tieu dung san pham cua doanh nghiep.

Ap dung linh hoat cac hinh thuc va phuong phap thanh toan cung nhu co chinh

sach gia ca mem deo va linh hoat.
Tao dung va giu gin su tin nhiem cua khach hang do'i vdi san pham cung nhu doi
vdi doanh nghiep.
Nam bat va du doan chinh xac nhu cau cua khach hang do'i vdi cac san pham

cua doanh nghiep de co the chuan bi tfch cuc cho nhung thay doi trong tuong lai.
1.2- NOI DUNG CO BAN CUA HOAT DONG TlfiU THU SAN PHAM 6 CAC DOANH

NGHIEP SAN XUAT


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Tieu thu san pham la giai doan cuoi cung cua qua trinh san xuat kinh doanh, la
mot noi dung quan trong trong to chuc hoat dong thuofng mai doanh nghiep, dong thcri
la khau then chot trong hoat dong kinh doanh. Tieu thu thuc hien chile nang dua san
pham tit san xuat den tieu dung nham thuc hien chile nang gia tri hang hoa cua doanh

nghiep, dong thdi hoan thanh vong chu chuyen von kinh doanh cua doanh nghiep. Tieu

thu giup qua trinh tai san xuat duqc giu vung va co dieu kien phat trien. Tieu thu san
pham voi chile nang la nhip cau ndi giua san xuat vdi tieu dung. Doi vdi doanh nghiep

khi tiep can duqc vdi nhu cau tren thi trudng, tien hanh san xuat san pham, xuc tien
ban hang, hang hoa cua doanh nghiep se duqc tiep can vdi ngudi tieu dung thong qua
tieu thu. Doi vdi ngudi tieu dung, khi hinh thanh nhung nhu cau ve hang hoa, dich vu

ho cung duqc tiep can vdi hang hoa vat pham va dich vu cua nha cung cap thong qua
hoat dong tieu thu tren thi trudng.

Hien nay, trong cac giao trinh cua chuong trinh hoc bSc cu nhan kinh te hay cac
giao trinh nang cao cua cac trudng Dai hoc khoi Kinh te, cd nhieu quan niem khac

nhau ve cac noi dung cu the cua hoat dong tieu thu. Cd giao trinh de cap den nam noi
dung, cd giao trinh de cap den sau noi dung, cd giao trinh de cap den bay noi dung cua

hoat dong tieu thu... Giao trinh Thuang mai doanh nghiep Trudng Kinh te quoc dan

nam 1998 de cap den bay noi dung quan tri do la: quan tri khau nghien cun va xac
dinh nhu cau thi trudng ve san pham, quan tri viec lua chon san pham thich ung, thuc
hien dan dat hang va tien hanh to chtrc san xuat, quan tri cac hoat dong tiep tuc san
xuat trong luu thong nhu: tiep nhan, kiem tra, phan loai, bao goi, ghep dong bo hang

hoa..., quan tri du tru thanh pham d cac doanh nghiep va khau dinh gia tieu thu, quan
tri viec lua chon cac kenh tieu thu va to chile chuyen giao hang cho khach hang, quan
tri cac noi dung xuc tien ban hang d cac doanh nghiep, va cuoi cung la ky thuat nghiep

vu ban hang va danh gia ket qua tieu thu san pham. Trong cac giao trinh Kinh te cac
nganh thuang mai - dich vu (nam 2003), giao trinh Kinh te thuang mai (nam 2003)

cung de cap den bay noi dung nhu sau: nghien cuu thi trudng, lap ke hoach tieu thu san
pham, chuyen bi hang hoa de xuat ban, lua chon cac hinh thiic tieu thu san pham, to
chuc cac hoat dong xuc tien, yem trq cho cong tac ban hang, to chuc ban hang, phan