Luận văn một số giải pháp mở rộng thị trường xuất khẩu rau quả việt nam trong tiến trình hội nhập kinh tế quốc tế
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LV.Ths
BO GIAO DUC VA DAO TAO
TRVdW DAI HOC KIMI TE QI O( DM
LAM THIQUYNH ANH
MOT SO GIA! PHAP MO RONG
TH1 TRUONG XUAT KHAU RAU QUA VIET NAM
TRONG TIEN TRINH HOI NHAP KINH TE QUOC TE
■
■
■
■
■
■
Chuyen nganh : QUAN TRI KINH DOANH QUOC TE
LUAN
VAN THAC
SY QUAN TRI• KINH DOANH
•
•
PGS.TS. NGUYEN THI HUdNG
DAI HOC KTQD.
TRUNG TAM '
THONG TIN THUVIEN
HA AOI - 2005
^5
LOl CAM DOAN
Toi xin cam doan rang luan van nay da dirge hoan thanh nhd sir
hufdng dan tan tinh cua PGS. TS. Nguyen Thi HiTdng va bang sir nd lire
cua ban than trong qua trinh nghien cuti ly luan va thirc trang md rong thi
trirdng xuat khau rau qua cua Viet Nam. Moi tai lieu dude sir dung chi
mang tfnh chat tham khao. Toi xin chiu trach nhiem hoan toan ve Idi cam
doan cua minh.
Hoc vien:
Lam Thi Quynh Anh
Ldj CAM CM
TZntdc
tien, toi xin
d^qc gdi
Ic/i
cam
Cn
sau sac. fdi
PXaS.TS.
J\guyen XTkti •Hidng, ngudi da tan link kudng dan, ckf bdo cko toi trong
suot qud trmk td kki ckon lua de tdi, viet ckuyen de kkoa koc
koan tkieJt luan van. XToi
Kink
Adi
id
va Kink
cioank
cung
xin cam Cn
cdc
tkdy
cd
den
kki
gido trong kkoa
quoc te tnudng Eai koc Kink te quoc dan "Hd
da dong gop nkung y kien quy bdu cko -de tai cua toi.
Tdi xin ckdn tkank cam Cn Van pkdng
LAy
ban quoc gia ve "Htfp
tdc kink te quoc te da -tao dieu lden ko trtf toi trong qua tnnk tkj- ki£n
.
de tai.
Cuoi
cung, toi xin bay to long biet cn doi
be da ung ko toi
cd
v\
gia dink va cdc ban
ve fink tkan va vqt ckdt de toi co
duqc
ket qua
ngay kom nay. •
'Td&e aidtt:
Mini Xhl Qft^nh. cAnJh.
MUC LUC
Ten chifdng, muc
CHUONG I:
Trang
Ldi md dau
1
LY LUAN CHUNG VE MO RONG THI TRUONG XUAT KHAU VA SU
4
CAN THIET PHAI M(i RONG THI TRUONG XUAT KHAU RAU QUA
VIET NAM TRONG TIEN TRINH HOI NHAP KINH TE QUOC TE
1.1.
Xuat khau va thi trirdng xuat khau
4
1.1.1.
Xuat khdu
4
1.1.2.
Thi trucmg xuat khau
5
1.1.3.
Phan loai thi trudng xuat khau
6
1.2.
Md rong thi trirdng xuat khau
8
1.2.1.
Khai niem va phucmg huong md rong thi trucmg xuat khdu
8
1.2.1.1.
Khai 'niemmd rong thi tritdng xuat khau ,
8
I.2.I.2.
Phitcng hi tang ma rong thi tritong xuat khau ■
10
1.2.2.
Cac chi tieu danh gia mire do md rong thi trucmg xuat khdu -
12
1.2.3.
Cac nhan to anh hudng den viec md rong thi trudng xuat khau -
15
I.2.3.I.
Cac nhan to thuoc ve mtdc xuat khau
15
1.2.3.2.
Cac nhan to thuoc ve mtdc nhap khau
18
1.2.4.
Noi dung md rong thi trucmg xuat khau -
21
1.3.
Sir can thiet phai md rong thi trirdng xuat khau rau qua
25
Viet Nam trong tien trinh hoi nhap kinh te quoc te
1.3.1.
Su can thiet phai md rong thi trudng xuat khau hang hoa noi
26
chung
1.3.2.
Su can thiet phai md rong thi trudng xuat khau rau qua Viet
30
Nam trong tien trinh hoi nhap kinh te quoc te
CHUONGII
THUC TRANG MC5 RONG THI TRUONG XUAT KHAU RAU QUA
34
VIET NAM TRONG TIEN TRINH HOI NHAP KINH TE QUOC TE
2.1.
Khai quat tinh hinh xuat khau rau qua Viet Nam thdi gian qua
34
2.1.1.
Chung loai va chat luqng rau qua xuat khau
34
2.1.2.
Gia ca va phuemg thirc xuat khau rau qua
36
2.1.3.
Kim ngach xuat khau rau qua
37
2.2.
Thurc trang m3 rong thi trirdng xuat khau rau qua cua
39
Viet Nam trong tien trinh hoi nhap kinh te quoc te
2.2.1.
Tien trinh hoi nhap kinh te quoc te cua Viet Nam
39
2.2.2.
Thue trang thi truong xuat khau rau qua cua Viet Nam gan voi
41
tien trinh hoi nhap kinh te quoc te
2.2.2.I.
Net theo cac kh.it vice thi triedng
41
2.2.2.2.
Net theo cac thi triedng quoc gia don le
46
2.2.2.3.
Tac dong ciia tien trinh hoi nhap kinh te quoc te den hoat dong md
50
rong thi tncdng xuat khau rau qua cua Viet Nam
2.2.3.
Cac hoat dong md rong thi truong xuat khau rau qua Viet Nam
56
2.2.3.1.
Hoat dong mdrong thi truong xuat khau rau qua cua doanh nghiep
56
2.2.3.2.
Hoat dong hd trq cua Nha nude
59
2.2.4.
Ket qua thuc hien cac chi tieu md rong thi truong xuat khau
61
rau qua
2.3.
Danh gia chung ve hoat dong md rong thi trirdng xuat
64
khau rau qua cua Viet Nam trong tien trinh hoi nhap kinh
te quoc te
2.3.1?
Nhung uu.diem trong hoat dong md rong thi truong xuat khau rau qua
64
2.3.2.
Nhung ton tai trong hoat dong md rong thi truong xuat khau rau qua
65
2.3.3
Nguyen nhan cua nhung ton tai
67
2.3.3.I.
Nguyen nhan ticphia doanh nghiep
67
2.3.3.2.
Nguyen nhan tic phia Nha nude
69
CHUONG 3
MOT SO GIAI PHAP NHAM MO RONG THI TRUONG XUAT KHAU
73
RAU QUA VIET NAM TRONG TIEN TRINH HOI NHAP KINH TE
QUOC TE
3.1.
Dir bao thi trirdng va trien vong xuat khau cua rau qua
73
Viet Nam trong tien trinh hoi nhap kinh te quoc te
3.1.1.
Du bao thi trudng xuat khau rau qua
73
3.1.2.
Thach thdc va trien vong md rong thi trudng xuat khau rau
74
qua Viet Nam trong tien trinh hoi nhap kinh te quoc te
3.1.2.1.
Thach thdc doi vdi viec md rong thi trudng xudt khau rail qua trong
74
tien trinh hoi nhap kinh te quoc te
3.1.2.2.
Trien vong cho viec md rong thi trudng xudt khau ran qua trong
76
tien trinh hoi nhap kinh te quoc te
3.2.
Dinh hirdng mo rong thi trirdng xuat khau rau qua Viet
77
Nam tdi 2010
3.2.1.
Muc tieu xuat khau rau qua
77
3.2.2.
Dinh hudng thi trudng xuat khau rau qua
78
3.3.
Mot so giai phap nham mo rong thi trirdng xuat khau rau
82
3.3.1.
qua Viet Nam trong tien trinh hoi nhap kinh te quoc te
l
Giai phap tir phia doanh nghiep
82
3.3.1.1.
Nang cao chat luqng mat hang rau qua xudt khau
82
3.3.1.2.
Tang cudng tim hieu, cap nhqt thong tin ve thi trudng xudt khau
85
3.3.1.3.
Day manh viec xay dung va quang ba thuang hieu mat hang rau
87
qua Viet Nam vdi thi trudng the gidi
3.3.1.4
Phat huy yai trd cua Hiep hoi nganh hang trong viec lien ket cdc
90
doanh nghiep xuat khau rau qua
3.3.2.
Kien nghi doi vdi Nha nurdc
92
3.3.2.I.
Hoan thien viec quy hoach nguon nguyen lieu, mang ludi che bien,
92
phat trien ccfsdha tang phuc vu cho xudt khau rau qua
3.3.2.2.
Nang cao hieu qua cdc hoat dong hd trq doi vdi doanh nghiep
94
xudt khau rau qua
3.3.2.3
Hoan thanh chien luqc tong the ve hoi nhap, day manh tien trinh
98
dam phan gia nhap WT0 va tham gia vao cdc hiep dinh thuemg mqi
song phuemg
Ket luan
100
Tai lieu tham khao
103
Phu luc
105
DANH MUC CIIU VIET TAT
STT
Chii viet tat
1
AFTA
Khu vile mau dich tu do Dong Nam A
2
APEC
Dien dan hop tac Chau A - Thai Dinh Duong
3
ASEAN
Hiep hoi cac quoc gia Dong Nam A
4
ASEM
Dien dan hop tac A - Au
5
BTA
6
CEPT
7
feu
Lien minh Chau Au
8
GSP
He thong Uu dai thue quan pho cap
9
KNXK
10
MFN
Toi hue quoc
11
PTNT
Phat trien nong thon
12
R/USD
Pup/Dd la
13
STT
So thii tu
14
WB
Ngan hang the gidi
15
WTO
To chile Thuong mai the gidi
16
USD
Do la My
Viet day du
r
M
'
r
Hiep dinh thuong mai song phuong Viet Nam - Hoa Ky
Hiep dinh Uu dai thue quan hieu luc chung
Kim ngach xuat khau
DANH MUC BANG, HINH
Trang
Ten bing
STT
Bang 2.1:
Dien tich va san luqng mot so loai rau qua nam 2003
Bang 2:2:
Kim ngach xu
Buivg 2.3:
Mot so mat hang nong san xuat khau chu luc cua Viet Nam giai doan ' 1999 '
’
)
’
’
■
■
35
;
37
38
2004
Bang 2.4:
Co cau kim ngach xuat khau rau qua Vi
45
Bang 25:
Thi trudng xuat khau . rau qua cua Viet Nam
46
(xet theo cac quoc gia)
Bang 2.6:
Nhljo khau rau qua cua thi truong Hoa Ky
53 .
Baqg 2.7:
bieu thue nhap khau mot so mat hang rau qua cua Hoa Ky
53
Bag 2.8:
Muc tieu cat giam trq cap - bao ho trong thuong mai nong san cua WTO
Bang 2.9
So luqng thi trudng xuat khau rau qua cua Viet Nam qua cac nam
62
Bang 2.10:
Toe do tang kim ngach xuat khau rau qua binh quan sang cac thi trudng
63
Bang 31
Du bao tang trudng san luqng, nhu cau trai cay
74
tren thi trudng the gidi tdi nam 2010
Bang 3.2:
Mot so chi tieu chu yeu cua cac loai rau, qua phuc vu xuat. khau
77
Bang 3-3:
Cac nude nhap khau fau qua ten nhat tren the gidi giai doan 1999 - 2004
78
STT
Hinh 21
Ten binh.
Tuong quan gi3a xuat khau rau qua va xuat khau nong san
Trang
39
Viet Nam giai doan 1999 - 2004
Hinh 2.2:
Then trinh hoi nhap kinh te quoc te cua Viiet Nam
40
Hinh 2.3:
Kim ngach xuat khau hang hoa Viet Nam giai doan 1996 - 2004
43
Hinh 2.4
Thi trudng xuat khau rau qua Viet Nam nam 1996 va 2004
44
Hinh 25:
So sanh co cau thi trudng xuat khau rau qua Viigt Nam nam 2001 va 2004
49
Hinh 2.6:
Kim ngach xuat khau rau qua Viet Nam sang thi trudng Trang Quoc
50
Hinh 2.7
Kim ngach xuat khau rau qua Viet Nam sang thi tnudng ASEAN
51
Hinh 2.8:
Kim ngach xuat khau rau qua Viet Nam sang thi .trudng Hoa Ky
52
Hinh 2.9:
S thi trudng xu& khau md tham nhap thanh cong qua cac nam
61
Hinh 2.10
Toe do tang kim ngach xuat khau rau qua giai doan 1999 - 20 04
63
Ldl
MO -DAU
Tinh cap thiet cua de tai:
l.
■ Ngay nay, hoi nhap da trd thanh mot trong nhfing xu the ldn cua thdi
dai co anh hudng manh me va sSu rong tdi tat ca cac quoc gia tren the gidi.
Diing trudc thuc te nay, cac quoc gia, de khong bi gat ra ngoai le cua su phat
trien chung, deu phai nd luc bat kip xu the hoi nhap, dac biet ' la trong linh vuc
kinh te thuong mai. Cung chinh vi vay ma hoat dong kinh doanh cua mdi quoc
gia noi chung va cua mdi nganh hang, doanh nghiep trong quoc gia do noi
rieng ngay cang duoc mo rong dudi nhieu hinh thhc, trong do co hoat dong
xu
vai tro quan trong vao su tang trudng, phat trien kinh te cua mdi quoc gia va
tao dieu kien cho cac quoc gia tham gia vao qua trinh hoi nhap kinh' te quoc te
tren co sO phat huy duoc lo'i the so sanh cua quoc gia ket hop vdi cac quan he
hop tac kinh te song phuong va da phuong. Co the noi, xuat khdu la mot trong
nhung con dudng dua mot quoc gia budc vao hoi nhap va nguoc lai, hoi nhap
cung thuc day hoat dong xuat khau cua quoc gia do.
Tuy nhien, khi tat ca cac quoc gia deu tham gia vao thi trudng . the gidi
thi canh tranh cung trO nen gay gat, quyet liet hon. Do do, de co the chien
thang canh tranh, day manh xuat khau thi viec tim dau ra - thi trudng - cho
hang hoa xuat khau trd nen cuc 'ky quan trong. Mdi nganh hang, mdi doanh
nghiep trong thug quoc gia deu phai nd luc trong viec mO rong thi trudng xua't
khdu, bao ve thi trudng da co, xam nhap vao nhflng thi trudng mdi, da 'dang
hoa thi trudng xuat khau. Md rong thi trudng xua't khau la mot doi hoi tat yeu
va khach quan doi vdi cac nganh hang, doanh nghiep khi kinh doanh tren mot
“ban cd ldn”.
Nam bat duoc xu the chung cua thdi dai, Viet Nam dang 'tich . cuc
tham gia vao tien trinh hoi nhap, phat trien kinh te', trong do co chien luoc
thuc day xuat khau, md rong thi trudng xuat khau. Nghi quyet ■ Dai hoi ■ Dang
1
CSVN Dn thh 8 khang dinh Viet Nam phai- “day nhanh qua trinh hoi nhap
kinh te khu vuc va the gidi; tich cue, chu dong tham nhap va md rong thi
trudng quoc te” Thuc te trong nhGng nam qua, nhieu mat hang cua Viet Nam
da duoc xu£t khau di hau khdp cac nudc tren the gidi.
La mat hang co dieu kien san xuat- thuan loi do Viet Nam co khf hau
da dang, dat dai mau mo, hon 70% dan so boat dong trong linh vuc nong
nghiep...), rau qua hoan toan co the trd thanh mot the manh trong xuat khdu
hang hoa cua Viet Nam. Xuat khau rau qua khong chi phat huy duoc loi the
cua quoc gia trong tien trinh hoi nhap ma con dem lai loi fch to ldn nhu cai
thien ddi song cua hang trieu ho gia dinh nong dan, giai quyet tinh trang du
thia lao dong, phat trien san xuat trong nudc, tang thu ngoai te... Song thuc
te, nhGng nam qua, gia tri xuat khau hang rau qua con qua thap so vdi cac mat
hang nong san khac nhu ca phe, ho tieu, lua gao..., tham chi 2 nam trd lai
day con co xu hudng giam sut. Ro rang xutft kh.au rau qua chua xhng vdi tiem
nang cua nganh hang va nguyen nhan cua thuc trang nay da duqc Bo Nong
nghiep va phat trien nong thon chi ro: Xuat khau rau -qua vln con lung tung
trong viec tim -dau ra, so thi trudng xuat khau vdi kim ngach khoang 10 trieu
USD trd len con qua ft. Dieu do cho thay, tim kiem va md rong thi trudng xuat
khau rau qua hien dang la van de bhc xuc doi hoi can phai co nhGng nghien
chu va nhGng giai phap thiet thuc.
Xuat phat ti tinh hinh thuc te tren cung vdi mong muon duo'c dong
gop mot phdn hGu fch vao viec tim ra cac giai phap thuc day xuat khdu mot
mat hang giau tiem nang cua Viet Nam, toi da chon de tai: “Mot so giai
phap md rong thi trudng xuat khau rau qua Viet Nam trong tien trinh
hoi nhap kinh te quoc te'” cho' luan van cua minh.
2. Muc dich nghien cu'u cua luan van
Muc dfch nghien chu cua luan van la phan tich, 'danh gia thuc trang
md rong thi trudng xuat khdu rau qua cua Viet Nam gftn - vdi tien trinh hoi
nhap kinh te quoc te thdi gian qua, phat hien nhGng trien vong cung nhu
nhGng thach thhc doi vdi viec md rong thi trudng xuat khau rau qua trong ''boi
canh Viet Nam dang tich cuc tham gia vao tien trinh mdi cua hoi nhap kinh te
quoc te, tren co sd do de xuat nhung giai phap va kien nghi nhdm md rong nhanh,
manh va vung chac thi trudng xuat khau rau qua cua Viet Nam.
3. 'Doi tuong va pham vi nghien chu
Doi tuong nghien chu: la hoat dong md rong thi trudng xuat khau rau
qua cua Viet Nam gSn vdi tien trinh hoi nhap kinh te quoc te. Viec md rong
thi trudng xuat khiu duoc nghien chu. ■ tap trung tren goc do cua doanh nghiep.
Vai tro cua Nha nudc chi duoc de cap nhu la tao moi trudng, dieu kien cho
hoat dong md rong thi trudng xuat khau rau , qua cua cac doanh nghiep.
Pham vi nghien chu: th khi Viet Nam bat dau xuat khau rau qua theo
nhip do hoi nhap kinh te quoc te. Cac so lieu minh hoa duoc lay trong giai
doan th 1999 den het nam 2004
4. Phuong phap nghien chu:
Luan van sd dung phuong phap duy vat bien chhng va duy vat lich sb
lam phuong phap nghien chu tdng quat. Ngoai ra, luan van con sd dung cac
phuong phap phdn tich, tdng hop, so sanh, mo hinh hoa de rut ra cac ket luan
cot loi lam co sd cho cac giai phap va de xuat.
5. Ket cau luan van
Ngoai phan md dau va ket luan, luan van gom 3 chuong:
Chuong I: Ly luan chung ve mb rong thi trudng xuat khau va su
can thiet phai md rong thi trudng xuat khau rau qua Viet Nam
trong tien trinh hoi nhap kinh te quoc te.
Chuong II: Thuc trang md rong thi trudng xuat khau ' rau qua
Viet Nam ' trong tien trinh hoi nhap kinh te quoc te
Chuong III: Mot so giai phap nham md rong thi trudng xuat
khau rau qua Viet Nam trong tien trinh hoi nhap -kinh te quoc te
3
CHIWNG I
LY LUAN CHUNG VE Md RONG THI TRUONG XUAT KHAU VA SU
CAN THIET PHAI Md RONG THI TRUONG XUAT KHAU RAU QUA
VIET NAM TRONG TIEN TRINH HOI NHAP KINH TE QUOC TE
1.1. XUAT KHAU VA THI TRUdNG XUAT KHAU
1.1.1. Xuat khau
Xua't khau la hoat dong dua cac hang hoa va dich vu tu" mdt qud'c gia
nha't dinh ra ngoai quoc gia do nham muc dich tim kicm lqi nhuSn. Xua't khau
phan anh quan he thuong mai buon ban giua cac qud'c gia trong pham vi khu
vuc va the gidi. Hinh thuc kinh doanh xuat khau la mot trong nhung hoat dong
kinh te quan trong cua mot quoc gia. No la "chiec chia khoa" md ra nhung giao
dich kinh te cho quoc gia do dong thdi tao ra nguon thu ngoai te chu yeu cho
qudc gia khi tham gia vao kinh doanh quoc te. Thuc chat, xua't khau la hoat dong
trao doi cac hang hoa, dich vu giua cac chu the co quoc tich khac nhau.
Kinh doanh xuat khau cung chfnh la hoat ddng kinh doanh qud'c te cor
ban cua doanh nghiep. Hoat dong nay thucrng van duoc tiep tuc ngay ca khi
doanh nghiep da da dang hoa hoat dong kinh doanh cua minh.
Kinh doanh xuat khau thucrng dien ra dudi hai hinh thuc la xua't khau
true tiep va xua't khau gian tiep.
Xua't khau true tiep la hoat dong ban hang true tiep cua mot cong ty
cho cac khach hang cua minh d thi trudng nude ngoai. Vide cac cong ty ban
hang sang thi trudng quoc gia khac la hoat ddng tham gia quoc te cua cac
edng ty do. Cac cong ty co kinh nghiem quoc te thudng true tiep ban cac san
phdm cua minh ra thi trudng nude ngoai. Khach hang cua edng ty khdng chi
don thufln la ngudi tieu dung. Nhung ai cd nhu cau mua va tieu dung san
pham cua cong ty deu la khach hang cua cong ty.
Xua't khau gian tiep la hinh thuc ban hang hoa va dich vu cua edng ty 1
ra thi trudng nude rigoai thong qua trung gian (thong qua ngudi khii ba). Cac i
4
trung gian mua ban chu yeu trong kinh doanh xua't khau la: dai ly, cdng ty
quan ly xua't nhap khau va cdng ty kinh doanh xua't nhap khau. Cac trung gian
mua ban nay khong chiem huu hang hoa cua cdng ty nhung trq giup cdng ty
xua't khau hang hoa sang thi trudng nude ngoai.
xua't khau la ddi tuqng cua hoat ddng xua't khau. Do la hang hoa khac biet so
dap ting duqc nhu cSu cua ngudi tieu dung d nudc nhap khau. Cha't luqng cua
hang hoa phai dap ling duqc cac thong so ve tieu dung, ky thuat va mdi trudng
va dat duqc tfnh canh tranh cao d nudc nhap khau. Vf du: San xua't hang thuy
san xua't khau vao khoi EU hay My phai dat cac tieu chuan trong he thdng
HACCP. Va'n de nhan mac hang hoa gan lien vdi uy tin doanh nghiep va rfit
duqc cac nudc cdng nghiep phat trien quan tarn. Vf du hang hoa cua Trung
Quoc mang thuong hieu Made in China, hang hoa cua Nhat Ban mang thuong
hieu Made in Japan, trong khi do Viet Nam lai chua chu y dung muc de phat trien
hang hoa mang thuong hieu Made in Vietnam do da sd cac doanh nghiep Viet
Nam chua cd chidn luqc kinh doanh dai han va van quen vdi Idi lam an nho.
1.1.2. Thi trirdng xuat khau.
Thi trudng la mdt pham tru khdng thd thieu cua kinh td hang hoa.
doi vdi mot loai hang hod cu the". Dinh nghia nay xua't phat tren co sd la tdng
so cung va tdng so cdu ve mdt loai hang hoa tren thi trudng van ddng theo
nhung quy dinh rieng va dieu tiet thi trudng thdng qua quan he cung cau. Dinh
nghia nay mang tfnh ly thuyet nhieu hon va chu yeu duqc dung trong dieu tidt
vi md thi trudng.
Tren thuc te, khai niem thi trudng phai duqc gdn vdi cac tac nhan kinh
te tham gia vao thi trudng nhu ngudi mua, ngudi ban, nha phan phd'i v.v... vdi
nhung hanh vi cu the cua ho ... Nhung hanh vi nay khdng phai bao gid cung
tuan theo nhung quy luat cung nhac dua tren gia thuyet ve tfnh hop ly trong
tieu dung ma con chiu tac dong cua yeu to' tarn ly cung dieu kien giao dich.
Do vay vdi mot san pham cu the va mot nhom khach hang cu the, nhung quy luat
chung cua moi quan he cung cau khong phai luc nao cung dung.
Mat khac, trong nen kinh te hien dai thi yeu to cung trong khai niem
thi trirdng dang mat dan tdm quan trong, ngupc lai yeu td "nhu cau va sir nhan
dong san xuat kinh doanh. Hien nay, do nang luc san xuat va cung ling san
pham cua doanh nghiep ra thi trudng da tang len gan nhu vo han trong khi nhu
cfiu doi vdi nhieu loai san pham da tien elfin den mtrc bao hoa thi hoat dong
cua doanh nghiep phai chuyen sang quan diem hudng vao nhu cdu, trong d<|
moi doanh nghiep jphai tap trung su chu y vao vide nSm bat nhu cau vil cad
phuong thiic de thoa man toi da nhu c£u cua xa hoi.
Do vay, thi trudng dupe dinh nghTa la lTnh vuc trao doi, ma d do cac chu
the kinh te gap go nhau de xac dinh gia ca hang hoa va san lupng. Tren thi
trudng, ngudi ban phai tim moi each de thoa man td'i da nhu chu cua ngudi mua.
Khi do thi trudng cua mdt loai hang hoa co the dupe dinh nghTa la tap
hop nhung khach hang tiem nang, turc la nhung khach hang dang mua va co
the se mua hang hoa do.
Khi hoat dong kinh doanh vupt qua bien gidi cua mdt qudc gia ta co
khai niem thi trudng xua't khau. Theo each tiep can tren, chung ta co the dinh »
nghTa nhu sau:
Thi trudng xua't khau la tap hop ngudi mua va ngudi ban co quoc tich
khac nhau tac dong vdi nhau de xac dinh gia ca, so lupng hang hoa trao doi,
chat lupng hang hoa va cac dieu kien mua ban khac theo hop dong, thanh toan
chu yeu bang ngoai te manh.
1.1.3. Phan loai thi trudng xuat khau
- Can cd vao vi tri dia ly, thi trudng xuat khau duo’c phan theo nude
(nhu thi trudng Nhat Ban, thi trudng Trung Quoc...) va theo khu vitc qudc te
(nhu thi trudng Dong Nam A, thi trudng EU, thi trudng Bae My...) Neu cac
nude cd thi hieu, tap quan tieu dung tuong tu nhau hoac cd vi tri dia ly gan
6
nhau hoac cung nam trong mot to chUc kinh te qudc te th! co the duo'c xep
thanh mOt khu vuc thi trudng.
- Can cu vao muc do quan tarn uu tien trong chinh sach phat trien
trudng cua nudc x!td't khau, thi trudng xuat khau duac phan thanh thi trudng
xuat khau chinh (thi trudng trong diem) va thi trudng xua't khau phu.
Thi trudng xuat khau trong diem la thi trudng ma qudc gia/doanh
nghiep xua't khau tap trung cac chinh sach, bien phap xuc tien thucrng mai
nham khai thac tdi da kha nang tieu thu hang hoa cua thi trudng do tren cc sd
nhan thay thi trudng co nhu cdu ldn ddi vOi hang hoa ma qudc gia/doanh
nghidp co the dap Ung.
Thi trudng xuat khau phu la thi trudng ma qudc gia/doanh nghiep xua't
khdu co miic dO uu tien kem hcn trong phat trien thi trudng do cac yeu td nhu
thi trudng co sUc mua tha'p, khOng co nhu cau cao ve chung loai hang hoa xuat
khau, quan he thucng mai giua hai nudc chua phat trien. Tuy nhien, cung voi
nhung bieh doi ve kinh te', chinh tri, khoa hoc cong nghe th! thi trudng xua't
khau phu co the chuyen d£n thanh thi trudng xuat khau trong diem va nguoc
lai. Neu qudc gia/doanh nghiep xua't khau dua chu ye'u vao mot sd it thi trudng
th! de gap rui ro v! bat cu mOt thay doi nao tren thi trudng cung anh hudng
manh den hoat dong xuB't khau cua qudc gia/doanh nghiep do. Do vay, trong
qua trinh kinh doanh xua't khau, cac qudc gia/doanh nghiep luOn chu trong
de'n viec da dang hoa, md rOng thi trudng xua't khau.
- Can cu vao muc do han che xua't khau, thi trudng xuat khau duac
phan loai thanh thi trudng phi han ngach thi trudng co han ngach.
Thi trudng phi han ngach la thi trudng khOng han che' sd luong hang
hoa xua't khau sang thi trudng do.
Thi trudng co han ngach ' la ' thi trudng ma nudc nhap khau co quy dinh
ve sO luong cua hang hoa xuat khau, yeu cau cac qudc gia xua't' khau chi duoc
xua't sang nudc minh mOt luong hang hoa nha't dinh.
Hien nay, cung vdi qua trinh tu do hoa thucng mai, che" dO han ngach
d cac nudc dang dan dan duoc xoa bo. Tuy nhien, han ngach van con ton tai d
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mot so nudc vdi ly do bao ho nen san xuat trong nudc khoi su xam nhap o at
cua hang xua't khau.
- Can cd vao th&i gian thiet lap moi quan he gida quoc gia/doanh
nghiep vdi ban hang, thi trudng xudt khau duqc chia thanh thi trudng xuat
khau truyen thong va thi trudng xudt khau mdi.
Thi trudng xuat khau truyen thong la thi trudng ma quoc gia/doanh
nghiep da tdng cd quan he trao ddi, buon ban trong mot thdi gian dai. Thdng
thudng, klii kinh doanh tai thi trudng truyen thong, quoc gia/doanh nghiep
xua't khau duqc hudng nhung uu dai nha't dinh ve thue, ve thu tuc xuat nhap
khau... td phia doi tac va ddi lai, quoc gia /doanh nghiep xuat khau cung danh ■
cho ban hang d thi trudng truyen thdng nhung uu dai ve gia, tin dung...
Thi trudng xua't khau mdi la thi trudng ma quoc gia/doanh nghiep mdi’ '
thiet lap quan he buon ban tren thi trudng dd. Kinh ' doanh tren thi trudng mdi
thudng mang tinh chat tham dd va budc dtu thiet lap quan he vdi cac doi tac
de dtn dan day manh hoat dong xua't khau trong tuctng lai.
- Can cd vao mdc do yeu cau cua thi trudng doi vdi hang hoa xuat
. khau, thi trudng xudt khau duqc chia thanh thi trudng dd tinh va thi trudng
kho tinh.
Thi trudng xuat khau de tfnh la thi trudng dd chap nhan cac loai hang
hoa nhap khau ma khong dua ra nhung doi hoi khat khe ve chat luqng, an toan
ve sinh thuc pham cung nhu cac tieu chuan ky thuat cua san pham. Day
thudng la thi trudng cac nudc dang phat trien nhu cac nudc chau Phi, chau A.
Thi trudng khd tinh la thi trudng dua ra nhung yeu cau nghiem ngat
ddi. vdi hang hoa nhap khau. Hang hoa muon xam nhap vao cac thi trudng nay
phai dap ting dty du cac tieu chuan ma thi trudng quy dinh doi vdi tdng loaij
hang hoa nhap khat. Day thudng la thi trudng cac nudc phat trien nhu My,'
cac nudc Tay Au, Nhat ban...
- Can cd vao quy mo cua thi trudng, thi trudng xudt khau duqc phan loai’
thanh thi trudng quy mo Idn, thi trudng quy mo vda, thi trudng quy mO' nho
8
Thi trudng quy mo ldn la thi trudng co dong dan cu (nhu Trung Quoc, An '
Do). Cac thi trudng nay thudng phai nhap khau mot khoi luong ldn hang hoa ti
nude ngoai de dap Ung nhu cau tieu dung cua dan cu trong nudc. Tuy nhien, • so
luong va gia tri hang hoa nhap khau khOng chi phu thuoc vao quy mo thi trudng .
xuat khau ma con phu thuoc vao mUc thu nhap binh quan hay thi hieu cua ngudi
tieu dung doi vdi ting loai san pham. Do vay, co nhung thi trudng quy mo nho
nhung van cd nhu cau cao doi vdi nhieu loai hang hoa nhap khau ti nudc khac.
1.2. MO RONG THI TRUONG XUAT KHAU
1.2.1. Khai niem va phuong hudng md rong thi trudng xuat khau
121.1. Khai niem md rong thi truang xu£t kh^u
Dung tren goc do doanh nghiep thi md rong thi trudng xuat khau la tong
hop .cac cach thuc, bien phap cua doanh nghiep de dua ngay cang nhieu kho'i.
lupng san pham ra nhieu thi trudng ngoai nudc de tieu thu. Md rong thi trudng
xuat khau cua doanh nghiep khOng chi la viec phat trien them nhung thi trudng
mdi ma con phai tang thi phan cua san pham tren cac thi trudng da cd san.
Cu the hern, md rong thi trudng xua't khau cua doanh nghiep chrnh la
viec khai thac mot cach tot nhat thi trudng hien tai, dua cac san pham hien tai
cua doanh nghiep vao tieu thu d nhung thi trudng mdi va dua ra nhung san
pham mdi dap Ung duoc ca nhu cau cua thi trudng hien tai lan thi trudng tiem
nang ma doanh nghiep cd y dinh. tham nhap.
'
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DUng tren aoc do quoc gia thi md rong thi trudng xuat khau la viec: :
quoc gia do dua duoc san pham cua nudc minh tham nhap thi trudng quoc te)
md rong duoc pham vi dia ly cua thi trudng va ket qua la tang duoc kim ngach
xuat khau ti san pham do.
Hoat dong md rong thi trudng xuat khau cua mot quoc gia la su ket hop
giua hoat . dong md rong thi trudng xuat khau cua tai ca cac doanh nghiep va cac
hoat dong hd trq cua cac co quan to chuc Nha nudc trong quoc gia do. Cac doanh
nghiep true tiep thuc hien hoat dong md rong thi trudng xuat khau doi vdi cac
mat hang ma doanh nghiep) san xuat kinh doanh, ti do gop phan tao nen thi
trudng xuat khau rong ldn cho quoc gia ddl vori ting san . pham/nganh hang cu
9
pham cua mot hoac hai doanh nghiep x&m nhap duoc nhung cung cd thi
trudng co su tham gia cua ra't nhieu doanh nghiep d nudc xua't khau. Neu quoc
gia nao lam tot hoat dong md rong thi trudng xua't khau thi su hien dien cua
hang hoa qud'c gia do tren thi trudng quo'c te ngay cang rong rai va thuong
Trong hoat dong md rong thi trudng xua't khau cua mot qud'c gia thi
Nha nudc va cac to chiic lien quan ddng vai tro quan trong thong qua vide de
ra cac chien luqc xua't khau va dinh hudng thi trudng cho timg nganh hang va
cac doanh nghiep trong nudc. Cac bo nganh, cac t6 chiic xuc tien thuong mai
va cac dai dien thuong mai va ngoai giao d nudc ngoai cung pho'i hop de gidi
thieu hang hoa cua qudc gia vdi ban hang qud'c td, hd tro cac doanh nghiep
trong viec nghien cun, tim hieu, du bao thi trudng xufit khau, cung cap nhung
thdng tin cap nhat ve thi trudng cho doanh nghiep. Khong nhung the, de md
rdng thi trudng xuat khau cho mot nganh hang thi Nha nudc va cac bo/nganh
con de ra cac chien luqc lau dai trong do bao gdm ca viec quy hoach viing
nguyen lieu, xay dung nha may va cac co sd san xua't chd bien va cac giai
phap nang cao kha nang canh tranh cho hang hoa xua't khau cua nudc minh.
Trong quan he ddi ngoai, vide Nha nudc nd luc tang cudng hop tac kinh td
qud'c td thdng qua ky ket cac hiep dinh thuong mai song phuong va da
phuong, ddng thdi tham gia vao cac td chiic kinh td qud'c te cung la mot noi
dung quan trong cua hoat dong md rdng thi trudng cho hang xua't khau.
Tom lai, md rong thi trudng xua't khau cho mot nganh hang cua mot
qud'c gia la tong hop ta't ca cac hoat ddng cua cac doanh nghiep cung vdi Nha
tri kim ngach xua't khau. Theo do, d^ co biic tranh toan canh ve hoat dong md
rong thi trudng cua mot nganh hang can phai khai quat hoat dong md rong thi
trudng cua ta't ca cac doanh nghiep kinh doanh xua't khau mat hang do dat
trong bo'i canh cac chien luqc, chfnh sach md rdng thi trudng xua't khau cua
qud'c gia va hoat ddng hd tro cua cac to chiic lien quan.
10
I
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12.12. Fhirtnig hudng mu rong thi truding xutfit khhu
Md rong thi trudng xua't khau co the theo hai hudng la md rong thi
trudng theo chieu rong va md rdng thi trudng theo chieu sau.
* Md rong thi trudng theo chieu rdng la viec tang pham vi thi trudng,
dua san pham mdi den vdi nhung thi trudng mdi, khach hang mdi.
Xet ve mat dia ly: Md rOng thi trudng theo chieu rOng chfnh la tang
cudng su hien dien cua san pham xua't khau tai cac dia ban chua tdng biet den
san pham cua nudc xua't khau. Md rong thi trudng theo chieu rong la hoat
dong ddi hoi nudc xuat khau phai. tien hanh that tot cdng tac nghien cdu, du
bao thi trudng de chao ban nhung san pham phu hop vdi nhu c£u va tieu chuan
cua thi trudng xuat khdu.
.
Xet ve mat khach hang: Do la viec khuyeh khfch, thu hut cac khach
hang hoan toan mOi co nhu can (mong muOn) duoc thoa man bang san ' pham
tuong tu nhu san pham cua nudc xuat khau. Giai doan . dau cua viec md rong
thi trudng theo chieu rdng, luong khach hang thudng ft va nhu cau dat hang
cua ho kha nho, mang tfnh tham dd la chfnh. Viec khach hang mdi co tiep tuc
tieu dung san pham cua doanh nghiep san pham xua't khau hay khong phu
thudc r£'t ldn vao nhGng lo hang dau. Cho nen san pham xua't khau phai tao '
duoc an tuong tOt ve chat luong, hinh thuc mhu ma doi vdi khach hang mdi de '
co the tiep tuc gia tang so luong hang xua't khau.
* Md rong thi trudng theo chieu sau la viec gia tang so luong va gia .
tri san pham xuat khau tren nhung thi trudng hien tai.
Xet ve mat dia ly: Theo hudng nay thi pham vi thi trudng tieu thu san
pham xuat khau khdng doi. Thay vao do, cac doanh nghiep nudc xua't khau co
ghng khai thac moi co hoi co duoc td thi trudng hien tai thong qua cac nd luc
manh me trong cdng tac marketing de thu hut khach hang chua sd dung san
. pham xuat khau va khach hang cua cac doi thu canh tranh sang ' tieu dung san
pham cua doanh nghiep/qudc gia minh.
11.
Xet ve mat khach hang: Doi tuong cua hoat dong md rong thi trudng
xuat khau theo chieu sau bao gom cac khach hang hien tai, khach hang cua
doi thu canh tranh va nhung ngudi chua sir dung san pham do. De tang duoc
so luong ban tren thi trudng hien tai, trudc het doanh nghiep cua nudc xuat
khau phai giu duoc nhGng khach hang dang su dung san pham cua doanh
nghiep, co nhung chinh sach dai ngo de ho tieu dung san pham thudng xuyen ■
hern. Cdn ddi vdi khach hang cua doi thu canh tranh can phai cho ho thay duoc
su khac biet va nhung uu the giua san pham cua nudc xuat khau va san pham
cua doi thu canh tranh. De thuyet phuc nhung khach hang chua tieu dung san .
pham xua't khau, doanh nghiep/qudc gia xuat khau can phai co chinh sach xuc
tieh tap trung vao goi md nhu cdu cua ho.
Tom lai, .md rong thi trudng xuat khau co the dien ra theo cac hudng
chinh la md rong phat trien thi trudng theo chieu rong, md rong thi trudng
theo chieu sau va ket hop ca phat trien thi trudng theo chieu rong va md rong
thi trudng theo chieu sau. Md rong thi trudng theo chieu rong thong thudng la
budc d
the vUng chac cho san pham xuat khau, quoc gia can phai phat trie’n thi truong
theo chieu sau, tim cach tang so luong va kim ngach xua't khau tren cac thi
trudng da tham nhap duoc. Neu khong quan tam den phat tridn thi trudng
theo chieu sdu thi su hien dien cua san pham xuat khau chi mang tinh chat tam
thdi, khOng on dinh. Chinh vi vay md rong thi trudng xuat khau theo chieu
r6ng cdn phai ket hop . chat che vdi phat trien thi trudng theo chieu sau de san|
pham xua't khau ngay cang co duoc vi tri vung chac tren thi trudng the gidi.
’
1.2.2. Cac chi tieu danh gia mile do md rong thi trudng xuat khau
De phan tich, danh gia hoat dong md rong ■ thi trudng xua't khau mot
nganh hang cua mot quoc gia, chung ta co the dua vao mot so' chi tieu cu the sau:
(1) So I itang thi trating xuuit khhTu (Tn)
Tn = Tn-1 + (Tm + Tk - Td)
12
Trong do:
Tn: So thi trudng xua't khau nam n
(Tn>0)
Tn-1: So thi trudng xua't khau nam n-1
Tm: So thi trudng mdi md trong nam
Tk: So thi trudng khdi phuc trong nam
Td: Sd' thi trudng de ma't trong nam
Tn > Tn-1 khi (Tm + Tk - Td) > 0 hay Tm + Tk > Td. Nhu vay, so'
luqng thi trudng xua't khau nam sau tang len so vdi nam trudc khi va chi khi
hoat ddng md rong thi trudng xua't khau dam bao duoc tong so' thi trudng mdi
md va thi trudng khdi phuc trong nam ldn hon sd' thi trudng de ma't trong nam.
Noi each khac, hoat dong md rong thi trudng xua't khau chi thanh cong khi
vua dua duoc hang hoa xam nhap vao thi trudng mdi, vira khdi phuc duoc
nhung thi trudng da ma't va han che to'i da viec de ma't thi trudng.
Neu Tn tang qua cac nam chung td hoat ddng md rdng thi trudng dat
hieu qua va thi trudng xua't khau ngay cang duoc md rdng ve mat dia ly.
Nguqc lai, neu Tn tang giam tha't thudng cho tha'y hoat dong md rong thi
trudng con nhung mat yeu kem nhu chua khai pha duoc thi trudng mdi, chua
gift vung duoc thi trudng hien cd.
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(2)
thi trudng xufit khau tang bmh qu£n (tqm)
1
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Trong do tl, t2,..., tn la so' thi trudng xua't khau tang len qua cac nam.
tl, t2, tn... duoc tinh bang sd' thi trudng mdi md trong nam edng vdi so' thi trudng
khdi phuc duoc trong nam trit di so thi trudng de mat trong nam.
Chi tieu nay phan anh so thi trudng xua't khau tang binh quan trong
tdng thdi ky (n nam).
Neu tqm > 0 chung td hang hoa cua nudc xua't khau dang dan chiem
duoc cac thi trudng mdi. Nguqc lai, neu tqm < 0 cho tha'y thi trudng xua't khau
dang ngay cang bi thu hep theo pham vi dia ly, hoat dong md rong thi trudng
khong hieu qua, hang hoa khong tham nhap duoc vao thi trudng mdi hoac so
thi trudng mdi md nho hon so thi trudng de ma't.
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Tuy nhien, hai chi tieu tren mdi chi phan anh duoc hoat dong md rong
thi trudng ve mat so luong, mdi chi cho ta biet mdc do md rdng thi trudng
theo pham vi dia ly^ chd chua cho biet tdc do tang doanh sd cua tyang hoa xudt
khau tren thi trudng hien tai, chua phan anh duoc chieu sdu cua hoat dong md
rong thi trudng xudt khau.
De khac phuc duoc nhuoc diem tren, ta cd cac chi tieu sau:
(3) Toe
K=
tang kim ngach xu£t kh^u binh qu£n (K)
\lk\xk2x...xkn
Trong dd kl, k2, kn la toe dd tang kim ngach lien hoan (toe do tang
kim ngach nam sau so vdi nam trudc).
Ndu K > 1 cd nghia la hang hoa xudt khau da khai thac va dap dng tot
nhu cdu cua thi trudng hien tai. Thi trudng da quen tieu dung hang hoa xudt
khau va san pham xudt khau da tim duqc chd ddng tren thi trudng. Cac doanh
nghiep edn tiep tuc giu vung va ndng cao chdt luong san pham de phat trien
hon nua uy tin va thuong hieu san phdm xudt khau.
Neu K<1 cho thdy tdc dd tang kim ngach xudt khau dang chung lai
hoac cd xu hudng giam. Dieu nay cd the do hai nguyen nhan: hoac hoat ddng
md rdng thi trudng xudt khau theo chieu sdu chua hieu qua, chua tang duqc sd
luong va gia tri hang xudt khau vao thi trudng hien tai, hoac nhu cdu cua thi
trudng hien tai da d mdc bao hoa ddi hoi phai phat trien thi trudng xudt khfiu
sang cac khu vuc mdi.
(4) Scf thi trudng mdi thflm nh|p thdnh cdng qua cac nam (Tm)
Tm cd the la sd thi trudng quoc gia, thi trudng dia phuong trong mot
quoc gia hoac cung cd the la sd doan thi trudng mdi ma hang hoa xudt khau
thdm nhdp duqc. Neu la sd thi trudng quoc gia hoac sd thi trudng dia phuong
trong mot qudc gia thi Tm trung vdi Tm (so thi fritting mdi md trong nam d
chi tieu (1)). Khi dd, Tm chi phan anh mdc do md rong thi trudng ve mat dia
ly (phat trien thi trudng theo chieu rong). Tuy nhien, neu Tm la sd doan thi
trudng thi chi tieu nay lai phan anh mdc do md rong thi trudng ve mat khach
hang (phat trien thi trudng theo chieu sdu). Sd doan thi trudng tang len qua cac
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nam chiing to hang hoa xuat khau da dap ling duoc ngay cang da dang nhu cau
cua nhieu nhom tieu dung khac nhau Iren cung mdt pham vi thi trudng.
1.2.3. Cac nhan to anh hirdng den viec md rong thi trirdng xuat khau
Hoat dong md rOng thi trudng xua't khau chiu anh hudng bdi hai nhom
nhan to' bao gom nhom cac nhan to' thuoc ve nudc xua't khau va nhom cac
nhan to thudc ve thi trudng xua't khau.
1.2.3.1. Cac nh^n to thuSc ve nudc xuflt kh^u
■ Cac nhan to thuoc ve doanh nghiep xuat khau
• Hang hod xuat khau.
Md rdng thi trudng xuat khau xet cho cung la viec tang cudng su hien
dien cua hang xua't khau tren thi trudng qudc te va tang cudng su tieu dung
cua khach hang qudc te ddi vdi hang nhap khau. Vi hang hoa xuat khau la doi
tuong duoc tieu dung true tidp, chiu su danh gia true tidp cua khach hang qudc
td nen tu than nd la nhan td quan trong nha't quydt dinh viec khach hang qudc
te cd san sang tidu dung va tidp tuc tieu dung san pham hay khong. Kha nang
xam nhap va chinh phuc thi trudng cua hang hoa xua't khau phu thuoc vao ba
yeu td la cha't luqng, gia ca va kieu each, m;iu ma cua san pham
Dd mot loai hang hoa nha't dinh tham nhap duoc vao thi trudng xua't
khau thi cha't luqng hang hoa do khong nhung phai dap ling duoc nhu cdu tieu
diing cua ngudi dan nudc nhap khau ma cdn phai dam bao duoc tat ca cac yeu
cau ma thi trudng xua't khau de ra nhu tieu chuan ve sinh an toan thuc pham,
cac chi so ve ky thuat ddi vdi san pham... Do la nhung rao chan ma cac nudc
nhap khau dung len nham bao ve ngudi tieu dung trong nudc va sau xa hon la
han che viec nhap khau hang hoa vao thi trudng noi dia. Cac doanh nghiep
xua't khau muon dua hang hoa cua minh xam nhap thi trudng nudc ngoai thi
phai. khong ngimg nang cao cha't luqng san pham, coi do la yeu td tien quyet de
tao chd diing cho san pham tren thi trudng qudc te.
Ben canh do, gia ca hop ly cung la yeu td quan trong de hang hoa
tham nhap thi trudng xua't khau. Ngudi tieu diing du d dau cung rat nhay cam
vdi gia va cd tam ly thfch mua hang hoa vdi gia re. Neu hai san pham cd cha't
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lirgng nhu nhau thi ngudi tieu dung co xu hudng mua san pham vdi mdc gia
tha'p hon. VI vay, viec chao hang vdi gia canh tranh chinh la mot trong nhung
each thuc de hang hoa xuat khau thu hut su quan tarn cua khach hang qudc te.
Ngoai ra, de hang hoa duoc tieu thu manh tren thi trudng xuat khau thi
kieu each mau ma cua hang hoa con phai phu hop vdi tarn ly, sd thich cua
khach hang d thi trudng xua't khdu. Kieu each mau ma cua hang hoa phai phu
hop vdi timg thi trudng, tuc la phu hop vdi tarn ly tap quan tieu dung cua mdi khu
vuc, mdi qudc gia, mdi vung lanh tho, mdi dan toe va cac bd phan khach hang
khac nhau. Them vao do, kieu each mau ma hang hoa phai phu hop va khong
lam phuong hai den tap quan, truyen thdng van hoa cua dan toe nudc nhap khau.
• Ngudn luc cua doanh nghiep
* Nguon lite tai chinh: la yeu td quan trong phan anh sue manh cua
doanh nghiep thdng qua khdi luqng von ma doanh nghiep co the huy ddng vao
san xudt, kinh doanh xua't khau. Ngudn luc tai chinh quyet dinh quy mo kinh
doanh cua doanh nghiep tren thi trudng qud'c te, do do tac ddng tdi hoat dong
md rong thi trudng xua't khau cua doanh nghiep. Doanh nghiep xudt khau cd
ngudn tai chinh du manh se dd dang hon trong viec thu gom hang hoa dap ling
cac hop ddng xua't khau vdi sd luqng ldn, cd the ca'p tm dung cho khach hang
trong nhung trudng hop can thiet, co the tien hanh cac hoat ddng xuc tien
thuong mai ddi hdijChi phi ton kern... Nguqc lai, neu ngudn lucjtai chinh hanhep, doanh nghiep se gap nhieu kho khan trong viec dap ting cac yeu efiu cua
thi trudng xua't khau.
* Nguon nhan lite: la doi ngu can bo quan ly va kinh doanh cua doanh
nghidp, la nhung ngudi dinh hudng va thuc hien viec md rong thi trudng xua't
khau. Vdi doi ngu can bo thi trudng nang ddng, gidi chuyen mon nghiep vu,
am hieu thi trudng qud'c te, doanh nghiep cd the nam bat duoc chinh xac cac
didn bien tren thi trudng xua't khau, khai thac duoc cac co hdi va du doan duoc
nhung rui ro cd the xay ra dua san pham xam nhap cac thi trudng mdi, hoach
dinh chien luqc kinh doanh dai han cho doanh nghiep. Do vay, de hoat dong
md rong thi trudng xua't khau dat hieu qua cao, doanh nghiep phai xay dung
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