988
LV TTjS
DHKTQD
BO GIAO DUC VA DAO TAO
TRUONG DAI HOC KINH TE QUOC DAN
TRAN CONG TAI
phuong huong va bien phap nham phat
trien thi truong tieu thu san pham cua
cac doanh nghiep cong nghiep
tinh khanh hoa
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Chuyen nganh : Kinh te, quan ly va ke hoach hoa
Ma hieu
kinh te quoc dan
5.02.05
:
luan an thac sy khoa hoc kinh te
Ngudi hu'o'ng dan khoa hoc :
PTS. LE CONG HOA
Truong foi line-kinh te quoc dan
DAI HOC KTQD
TH6NGUTlBv(E^
HA NOI -1997
->
lut
PHAN Md DAU
Trang i
CHUO’NG 1 : LUAN Ctf KHOA HOC VE PHAT TRIEN THI TRVCfNG
TIEU THV SAN PHAM CUA CAC DOANH NGHIEP
CONG NGHIEP
3
1.1 Vai tro cua thi trtfdng tieu thu san phdm doi vdi hoat dong san xuat
kinh doanh cua cac doanh nghiep cong nghiep
3
1.1.1 Dinh nghia thi trtfdng
3
1.1.2 Phan loai va phan khuc thi titfdng
4
1.1.3 Chtfc nang cua thi trtfdng
5
1.1.4 Vai tro cua thi trtfdng
6
1.2 Noi dung va y nghia cua viec phat trien thi trtfdng tidu thu san
pham d cac doanh nghiep cong nghiep
7
1.2.1 Quan niem ve phat trien thi trtfdng tieu thu san pham
7
1.2.2 Cac chi tieu cd ban bieu hien viec phat trien thi trtfdng tieu thu san
pham cua cac doanh nghiep cong nghiep
g
1.2.3 Muc tieu va y nghia cua viec phdt trien thi trtfdng tieu thu san
phdm
14
1.3 Nhtfng nhan to anh htfdng ddn viec phat trien thi trtfdng tieu thu
san pham cua doanh nghiep cdng nghiep
20
1.3.1 Cung, cau thi trudng
20
1.3.2 Moi trtfdng kinh doanh
21
1.3.3 Thong tin thi trtfdng
22
1.3.4 Kha nang va tidm ltfc cua doanh nghiep
23
CIlUO'NG 2 : PHAN TICH THUC TRANG PHAT TRIEN THI TRUING TIEU
THU SAN PHAM CUA CONG NGHIEP TINH KHANH HOA
2.1 Khai quat tinh hinh phat trien cdng nghiep Khanh Hoa
25
2.1.1 Gidi thieu nganh cong nghiep tinh Khanh Hoa
28
2.1.2 Ket qua hoat dong san xuat kinh doanh cua cong nghidp Khanh
Hoa so vdi toan quoc
27
2.2 Thtfc tr^ng tieu thu va phat trien thi trtfdng tidu thu san phdm cua
28
cac doanh nghiep cdng nghiep tinh Khanh Hoa
2.2.1. Khai quat tinh hinh tieu thu san pham cua cdng nghiep qudc doanh
28
tinh Khanh Hoa trong nhung nam qua
2.2.1.1. Dac diem ve thi trubng va san ph aim cua cac doanh nghiep cong
nghiep tinh Khanh Hoa
28
2.2.1.2. Khai quat tinh hinh tieu thu san pham cua cac doanh nghiep
cdng nghidp qud'c doanh tinh Khanh Hoa
29
2.2.2 Phan tfch tinh hinh thi trubng va phat trien thi trubng tieu thu san
pham cua mot so" doanh nghiep cong nghiep tinh Khanh Hoa trong
nhung nam qua
33
2.2.2.1 .Doanh so tieu thu san phdm cua cac doanh nghiep tren thi trubng
33
2.2.2.2. Thi phan cua mot sd doanh nghiep cong nghidp quoc doanh tinh
Khanh Hoa
35
2.2.2.3. Thuc trang cac thi trubng tidu thu san ph£m cua mot so doanh
nghiep cong nghiep tinh Khanh Hoa
38
2.2.2.4. Tinh hinh phan phoi san pham va ton kho cua mot so doanh
nghiep cdng nghiep tinh Khanh Hoa
47
2.2.2.5. Kdt qua va hidu qua cua viec phat trie’n thi truong tieu thu san
ph£m cua mbt so doanh nghiep cdng nghiep tinh Khanh Hoa
50
2.2.3 Nhffng giai phap ma cac doanh nghiep da ling dung nham phat
trie’n thi trUdng tieu thu san pham
53
2.3 Danh gia viec phat trid’n thi trtfbng tieu thu san phdm cua cac
55
doanh nghiep cdng nghiep tinh Khanh Hoa
2.3.1 .Nhung uu diem trong vide phat trien thi tnrcrng tieu thu san ph£m
cua cac doanh nghidp cdng nghidp tinh Khanh Hoa
55
2.3.2 Nhung ton tai va nguyen nhdn trong vide phat trien thi trubng tidu
thu san pham cua cac doanh nghidp cdng nghiep tinh Khanh Hoa
60
CHUONG 3 : PHUONG HUONG VA BIEN PHAP NHAM PHAT TRIEN
THI TRUING TIEU THU SAN PHAM CUA CAC DOANH
NGHIDP CONG NGHIEP TINH KHANH HOA
65
3.1 Phtftfng htfdng nham phat trie’n thi trtfbng tidu thy san pham cua
65
cac doanh nghiep cdng nghiep tinh Khanh Hoa
3.1.1. Co sb va each thuc xac dinh thi trubng tidu thu san phdm cua cac
doanh nghidp cdng nghidp tinh Khanh Hoa
65
3.1.1.2. Cd sb dinh hubng ve phat trien thi trubng tidu thu san phdm
65
3.1.1.2. Cach thiic xac dinh thi trubng tidu thu san phdm
67
3.1.2. Nhung hubng phat tridin thi trubng tieu thu san pham theo quan
didm mb rdng
3.2 Cac bien phap nhdm phat trid’n thi trUbng tidu thy san phSm cua
cac doanh nghiep cong nghiep tinh Khanh Hoa
71
75
3.2.1 Bay manh nghien ctfu thi trtfdng tieu thu san pham cua doanh
nghiep cdng nghidp tinh Khanh Hoa
75
3.2.2 Xdy dtfng va hoan thien cac chinh sach Marketing d cac doanh
nghidp cdng nghidp tinh Khanh Hoa
80
3.2.3 Xac dinh chid'n ltfpc canh tranh cho cac doanh nghiep cdng nghidp
tinh Khanh Hoa
86
3.2.4 Phtfdng thtfc xac dinh va tinh toan hieu qua cua viec phat trien thi
trtfdng tieu thu san pham cua cac doanh nghidp cdng nghidp tinh
Khanh Hoa
92
3.2.5 Tang ctfdng stf hd tro cua Nha Ntfdc doi vod vide phat trien thi
trtfdng tidu thu san ph dm
93
KET LUAN
96
1
PHAN MO' DAU
1. Stf can thiet cua de tai nghien cdu
Thi trtfdng la mot trong bon dieu kien cd ban cua hoat dong san xuat kinh
doanh. Thi tracing la ncfi tieu thu, trao doi hang hoa, la tarn gacfng de cac doanh
nghiep nhan thay nhu cau cua khach hang. Thi trtfdng la can cd khoa hoc de xay
dang ke' hoach cua cac doanh nghiep va la ncfi thtfc hi6n gia tri hang hoa thong
qua gia ca thi tradng.
Ngay nay hoat ddng dong thi tradng tieu thu san pham, cac doanh nghiep
luon gap nhieu kho khan de daa hang hoa den tan tay ngadi tieu dhng cud'i cung
va tao ra stf thoa man nhu cau cua khach hang. Nhtfng kho khan nay nam trong
mo'i quan he giffa cac doanh nghiep vdi tang ldp trung gian, trong viec l&m cho
hang hoa luon thich dng vdi nhu cau cua khach hang, trong viec canh tranh vdi
cac do'i thu, cung nha hong mol quan he giffa doanh nghiep vdi cong chung.
Cac doanh nghiep cong nghiep Khanh Hoa co vi tri khong may thuan ldi
trong tieu thu san pham, vi nd nam d mien Nam Trung Bo, xa cac thanh pho' ldn.
Uy tin va chat ltfdng san pham cua cac doanh nghiep nHy chtfa cao so vdi cac
doanh nghiep cong nghiep thuoc cac thanh pho' ldn. Do vay, viec phat trien thi
trtfdng tieu thu san pham cd y nghia rat quan trong trong viec tdn tai va phat trien
cac doanh nghiep nay.
2. Ddl tiding va pham vi nghien cdu
Be tai nay tap trung nghien cdu mot so' doanh nghiep cong nghiep Khanh
Hoa, ma chu yeu la cac doanh nghiep cong nghiep Nha nude, von la cac doanh
nghiep gap nhidu kho khan trong tieu, thu san pham cua minh khi thtfc hien co che
mdi. Ddng th bi, de tai nay cung chu yeu nghien cdu nhdng giai phap kinh te va to
chdc nham phat trien thi trtfdng tieu thu san pham cua cac doanh nghiep edng
nghiep nay.
3. Phddng phap nghien cdu
2
Ngoai viec van dung cac phucrng phap nghien cun co ban nhtf: Phtfdng phap
duy vat bien chtfng va duy vdt lich stf, ludn an con vdn dung cac phtfdng phap phan
tich, td’ng hdp, phtfdng phap mo hmh, toan hoc va cac phtfdng phap dieu tra khao
sat thtfc te.
4. Muc tieu nghien ctfu.
De tai htfcrng viec nghien cun vao he thong hoa, phat tridn va hoan thien nhung
kidn thtfc ly thuyd't vd thi trtfdng, vd phat trien thi trtfdng tidu thu san phftm cua cac
doanh nghiep trong co che mdi; dong thdi giup cho cac doanh nghidp cdng nghidp,
cac nha quan tri doanh nghidp tinh Khanh Hoa thao gd nhung kho khan, vtfdng mac
de duy tri, phat trien thi trtfdng tidu thu san ph dm cua minh trong nhung nam tod
5. Dong gop cua luan an.
- He thong hoa mdt each khoa hoc vd'n dd ly ludn vd phat tridn thi trtfdng tidu
thu san pham cua cac doanh nghidp cdng nghidp.
- Danh gfa dung vd thtfc trang phat trien thi trtfdng tidu thu san phdm cua cac
doanh nghidp cdng nghidp tinh Khanh Hoa.
- Xac dinh dupe nhung uu didm va nhung ton tai vd phat trien thi trudng tidu
thu san phdm cua cac doanh nghidp cdng nghidp tinh Khanh Hoa
- De xudt mot sb phuong huong va giai phap vd to chtfc va kinh td' nham phat
trien thi trudng tidu thu san pham cua cac doanh nghidp cdng nghidp tinh Khanh
Hoa.
6. Ket cau cua luan an.
Ten de tai “Phuong huong va bien phap nham phat trien thi trudng tieu thu
san pham cua cac doanh nghiep cdng nghiep tinh Khanh Hod”
Ngoai phdn mb dau, phiin ket luin, luan an gom 3 chuong
Chtfdng 1 : Luan cif khoa hoc ve phat trien thi trtfdng tieu thu san pham cua
cac doanh nghiep cong nghiep.
Chtfdng 2 : Phan tich thtfc trang phat tridn thi trtfdng tieu thu san pham cua
cac doanh nghiep cong nghiep tinh Khanh Hoa.
Chtfdng 3 : Phtfdng htfdng va bien phap nham phat trien thi trtfdng tieu thu
san pham cua cac doanh nghiep cong nghiep tinh Khanh Hoa.
3
CHlWNG 1
EUAN CIj KHOA HOC VE PHAT TRIEN THI TRUING TIEU THU
SAN PHAM CUA CAC DOANH NGHIEP CONG NGHIEP
1.1 VAI TRO CUA THI TRUONG TIEU THU SAN PHAM DOI VO’I HOAT DQNG
SAN XUAT KINH DOANH CUA CAC DOANH NGHIEP CONG NGHIEP
1.1.1 Djnh nghia thi trtfdng
Hang hda san xuat ra la de ban, chung dtfdc bdn tren thi trtfdng. Theo each
cd dien, thi trtfdng la ncfi didn ra cac qua trinh trao do’i, mua bdn, ncfi ma ngtfdi
mua va ngtfdi ban tiep xue de mua ban hang hoa va dich vu. Thi trtfdng the hien
ddc tinh rieng co cua nen kinh te san xuat hang hda. Khong the coi thi trtfdng chi
la cai chd, cac ctfa hang... mac du d do co mua ban hang hda.
Theo David Begg, thi trtfdng theo nghia hep la ‘tap hcfp cac stf thoa thuan,
thong qua do ngtfdi ban va ngtfdi mua tiep xue lln nhau de trao doi hang hda va
dich vu Theo nghia rang hdn ‘Thi trtfdng la stf bieu hien thu gon cua qua trinh
ma thong qua dd cac quyet dinh cua cac gia dinh ve tieu dung mat hang n&o, cac
quyet dinh cua cac cong ty vd san xuat cai gi, san xuat nhtf the nao? va cac quyet
dinh cua cong nhan ve viec lam bao lau, lam cho ai, deu dtfdc dung hoa bang stf
dieu chinh gia ca”[9]
Thi trtfdng cua mdt loai hang hoa cu the dtfdc phan theo c£c cap do sau:
(Sd dd so' 1).
Cdc doanh nghiep co gang loi keo dtfo'c nhtfng ngtfdi chtfa dung va nhtfng
thi trtfdng tieu thu san pham.
4
Sd do s
Tap hdp tat ca cac doi ttfdng cd nhu cdu vd hang hoa :X
Trtf nhffng
Thi trtfdng ly thuye't ve hang hoa :X
Thi trtfdng tiem nang cua hang hoa : X
Trtf nhffng
ngtfdi khong
ngtfdi
dung tuyet
Thi trtfdng hien tai cua hang hoa : X
Thi trtfdng hien tai cua
doi thu canh tranh
Thi trtfdng hien tai khong dung
ttfdng doi
cua doanh nghiep
doi
1.1.2 Phan lotjd va phan khuc thi tru’dng
Muon thanh cong hong kinh doanh, cac doanh nghiep cin hieu biet cdn ke
thi trtfdng. Be hieu ro thi trtfdng va phuc vu tot cho cac hoat dong phat trien thi
trtfdng thi phai tieu hanh phan loai thi trtfdng tieu thu san pham.
- Can ctf theo doi ttfdng cua viec mua bdn, thi trtfdng dtfdc chia ra thi
trtfdng ttf lieu san xuat va ttf lieu tieu dung,
- Theo moi quan he ve khong gian - dia ly thi chia ra : thi trtfdng trong
ntfdc ; thi trtfdng the gidi ; thi trtfdng dia phtfdng va thi trtfdng toan quoc ; thi
trtfdng mien Bac, Trung, Nam...
- Theo mat hang mua ban co the chia ra nhidu loai thi trtfdng khac nhau
theo san pham nhtf : thi trtfdng 6 to, thi trtfdng cao su...
- Can ctf theo thdi gian, thi trtfdng dtfdc chia thanh thi tru’dng hien tai, thi
trtfdng ttfdng lai.
- Can ctf dac diem ve sd Itfdng ngtfdi tham gia thi trtfdng c6 the chia ra thi
trtfdng doc quyen, thi trtfdng canh tranh hoan hao, thi trtfdng canh tranh cd tinh
chat doc quyen.
Ngoai viec phan loai, cac doanh nghiep con phan khuc (phan doan) thi
trtfdng. Cac doanh nghiep deu thtfa nhan rang ngtfdi tieu thu trong thi trtfdng ddu
mang tinh khong dong nhat va cd the phan th^nh nhdm theo nhieu each khac
5
nhau. Tien uinh phan khach hang theo nhom de lam noi bat stf khac biet ve nhu
cau, tinh cdch hoa.c hanh vi, dtfo’c goi la phan khuc thi trtfdng. MOi thi trtfdng deu
co the tao ra td nhffng khuc tuyen khac nhau. Do do doanh nghiep co the phan
khuc thi trtfdng theo nhffng thong so sau : Thong so” dia ly (mien, thanh pho”),
thong so” dan so” hoc (phai, do tuoi, nghe, hoc van...), thong so tam ly (tang k1p xa
hoi, phong cach song...) va thong so hanh vi hoc (dip mua, toc do stf dung, ldi ich
cua san pham ...).
Khong phai tat ca cac cach phan. khuc thi trtfdng deu co tam. hffu dung nhtf
nhau. Mot khuc tuyen thi trtfdng bao gdm nhffng ngtfdi co cung mOt cach tfng xtf
giong nhau, trtfdc mot loat kich din tiep thi nhat dinh va mOt loai san pham nhat
dinh, trong m6i phan khuc thi trtfdng thi tieu thtfc phai ddng nhat, hien thtfc, kha
thi.
1.1.3 Chtfc nang cua thi trtfdng
Du dinh nghia thi trtfdng nhtf the nao di nffa; noi dung cua thi trtfdng bao
gdm 4 yeu to sau : Thi trtfdng the hien moi quan he tong cung va tong cau; Thi
trtfdng la moi trtfdng kinh doanh cua cac doanh nghiep; Thi trtfdng la tSm gtfOng
de cho doanh nghiep nhin ro nhu cau va tfdc muon, cua ngtfdi tieu dung; Thi
trtfdng la mot can ctf khoa hoc de cac doanh nghiep xay dtfng ke hoach san xuS't
kinh doanh. Ttfdn.g tfng 4 noi dung Iren, thi trtfdng cd nhffng chtfc nang lan ltfdt
nhtf sau: Chtfc nang thda nhan, chtfc nang thtfc hien, chtfc nang thong tin va chtfc
nang dieu tiet.
Thda nhan hang hoa va dich vu khi dtfa ra thi tttfd’ng la 1 tfong nhffng chtfc
nang cua thi trtfdng. Khi hang hoa dtfdc dtfa ra thi trtfdng thi cung cd nghia la
hang hda dd dtfdc thi trtfdng chap nhan, neu khong thi hlng h6a dd se bi loai khoi
thi trtfdng. Dido nay noi len moi quan he giffa cung va cau cua thi trtfdng. Chtfc
nang thtfc hien la thtfc hien gia tri cua hang hda thong qua tien trinh trao doi, bieu
hien gia tri cua hang hoa do la gia ca cua thi trtfdng dtfdc thoa thuan giffa ben
6
cung va ben cdu. Ngtfdi tieu dung bo ra 1 gia tri - the hien bang gia ca, de mua 1
gia tri stf dung cua hang hoa. Do do khi hang hoa dtfdc trao doi tren thi trtfdng thi
ddng thdi gia tri stf dung hang hoa do dtfdc thtfc hien. Thong tin la 1 chut nang
quan trong cua thi trtfdng. Ngoai ra thong tin thi trtfdng con la 1 trong nhtfng tai
nguyen de cac doanh nghiep co the hoat dong san xuat kinh doanh. Thong tin thi
trtfdng giup cho cac doanh nghiep co the biet dtfdc nhu cau va tfdc muon cua
khach hang, biet dtfdc phan tfng cua doi thu canh tranh, biet dtfdc nhtfng cd may
va de doa do didn bien moi trtfdng kinh doanh tao ra. Tren cd sd do cac doanh
nghiep co nhtfng phtfdng an cu the de phat trien va de phong nhtfng de doa. Chtfc
nang cudi cung cua thi trtfdng la dieu tiet hoat dong san xuat kinh doanh cua ttfng
doanh nghiep trong thi trtfdng. San xuat hang hoa phai thoa man nhu cau cua
ngtfdi tieu dung. Khdng cd nhu cau thi cac doanh nghiep khong san xuat, ma nhu
cau dtfdc the hien thong qua thi trtfdng, nd phu thuoc vao thi hieu cua ngtfdi tieu
dung, vao thu nhap, vao gia ca cua hang hda dd va nhtfng hang hda cd lien quan
nhau. Do dd, thi trtfdng se dieu tiet cac doanh nghiep san xuat kinh doanh. Nhtfng
hang hda nao se dtfdc san xuat, khong san xuat, san xuat it hoac nhidu deu do thi
trtfdng dieu tiet.
1.1.4 Vai tro cua thi trtfdng
Thi trtfdng va gia ca thi trtfdng tao dieu kien cho xa hoi giai quyet cac van
de san xuat cai gi? san xuat nhtf the nao va cho ai? Tuy theo thi trtfdng va gia ca
ma cac doanh nghiep se chon phtfdng each san xuat, can phai san xuat nhtf the
nao, va san xuat cai gi hieu qua nha't. Cung tren cd sd thi trtfdng va gia ca ma mot
ca nhan hay gia dinh se mua cai gi de phu hdp vdi sd thich va thu nhap cua ho.
Gid ca hang hda, nguon ltfc lao dong, may moc thiet bi, dat dai dtfdc didu chinh
de bao dam sao cho cac nguon ltfc khan hiem dtfdc stf dung de san xuat ra hang
hda va dich vu phu hdp vdi nhu cau cua thi trtfdng.
7
Thi tru’dng dong vai tro dung hoa cac quyet dinh cua ngutti tieu dung,
quyet dinh cua cac doanh nghiep san xuat va quyet dinh nhffng nhu cSu tren thi
trtfdng. Thi trtfdng - nhu cau va gia ca thi trtfdng se la dieu kien can thiet de de ra
cac quyet dinh trong thi trtfdng, de giai quyet nhffng van dd cd ban cua ndn kinh
te.
1.2 NQI DUNG VA Y NGHIA CUA VIEC PHAT TRIEN THI TRUING
TIEU THV SAN PHAM 6 CAC DOANH NGHIEP CONG NGHIEP
1.2.1 Quan niem ve phat trien thi trtfdng tidu thu san pham
Cd nhieu quan niem ve phat trien thi trtfdng tieu thu san pham. Nhtfng
chung nhat v§n la quan niem md rong ve phat trien thi trtfdng tieu thu san ph^m.
Theo quan diem nay, viec phat trien thi trtfdng tieu thu san pham co 4 phtfdng
each, tuy quy mo va nang ltfc cua mdi doanh nghiep ma ho cd the ltfa chon 1 hay
2 hodc cd the ket hdp 4 phtfdng each sau :
- GiU vang thi phan hien cd : Trong didu kidn khd khan, canh tranh gay
gat, doi thu canh tranh gia nhap thi trtfdng nhieu, trong khi do toe do phat trien
cua to’ng nhu cau thi trtfdng be ma doanh nghiep giff vffng thi trtfdng hien cd cua
minh la mot stf no’ ltfc vtfdt bac doi vdi doanh nghiep. Trong dieu kien nay ma
doanh nghiep nao giff vffng dtfdc thi phan hien cd cua minh thi cung cd the goi la
phdt trien thi trtfdng tieu thu san pham - theo nghia rdng. Khi quy mo thi trtfdng
phdt trien chant hdn stf gia tang cua cac doanh nghiep cdng nghiep thi binh
thtfdng thi phan cua cac doanh nghiep cdng nghiep trong thi trtfdng se bi giam.
Neu doanh nghiep nao giff vffng dtfdc thi phan da cd thi cd the goi la doanh
nghiep cd kha nang canh tranh, viec phat trien thi trtfdng tieu thu dtfdc day manh
ttfdng doi so vdi toan bo doi thu trong thi trtfdng.
- Phat trien san pham mdi : Cac doanh nghiep cd the gia tang doanh so"
thong qua viec trien khai san pham mdi cho nhffng thi trtfdng hien cd. Quan niem
n&y cd the nham vao cac san pham rieng biet hodc loan bo cac mat hang cua
8
doanh nghiep. San pham mdi d day co the la nhffng san pham cai lien vd tinh
nang, chai Itfdng, kieu dang, mdu ma cua san pham. Cac doanh nghiep co the tao
ra san pham mdi hoan toan, nhffng dieu nay rat phffc tap va kho khan doi vdi cac
doanh nghiep co quy mo nhd. Ngoai ra, cac doanh nghiep co the co nhffng
phtfdng an cai lien cd cau mat hang de bo sung vao mat hang cac san pham mdi
hoac cai tien tren cd sd mo phong san pham hien cd tren thi trffdng.
- Tham nhcip thi trudng : la quan niem phat trien thi trffdng tieu thu san
pham tren cd sd cac doanh nghiep gia tang doanh so” ban cua minh trong nhffng
thi trffdng hien co thong qua viec nd lffc tiep thi nang dong. Phat trien thi trffdng
tieu thu san pham theo hffdng nay, cac doanh nghiep cd the tang mffc mua san
pham, dd la viec tang khoi Itfdng hang mua mdi lan hodc tang sd lan mua hang
trong mot thdi gian nhat dinh. Cac doanh nghiep cd the stf dung nhieu hinh thtfc
khac nhau de ldi kdo khach hang cua doi thu canh tranh vd phia minh. Cac hinh
thtfc dd cd the’ la doanh nghiep stf dung nhffng cdng cu cua Marketing. Hoac
doanh nghiep cd the lam cho nhffng khach hang tffdng lai chrfa mua san pham
phai thay doi thai do. Nhffng khach hang tffdng lai nay vSn la nhffng ngffdi nam
trong thi trffdng hien tai.
- Phat trien thi trudng mdi: Cac doanh nghiep cd the phat trien thi trffdng
tieu thu san pham bang each dffa san pham hien cd vao nhffng thi trffdng mdi.
Hffdng phat trie’n nay, cac doanh nghiep cd the’ tint kiem thi trtfdng tren cac dia
ban mdi hodc cd the’ doanh nghiep tint kiem nhffng khuc tuyen thi trtfdng hoan
toan mdi tren cung 1 dia ban cu (hien tai). Cung cd the cac doanh nghiep tim ra
gia tri stf dung mdi cua san pham de hap din nhffng khuc tuyen thi trtfdng mdi.
1.2.2. Cac chi tieu cd ban bieu hien viec phat trien thi trtfdng tieu thu san
phd’m cua cac doanh nghiep cong nghiep
Be ddnh gia viec phat trie’n thi trtfdng tieu thu san pham cac doanh nghiep
cong nghiep cd the stf dung cac chi tieu cd ban sau : San Itfdng hang hoa va
9
doanh thu tieu thu, ldi nhuan, thi phan (phan sua't thi trtfdng) va ty sua't ldi nhuan
tren doanh thu.
- San lifr/ng va doanh thu tieu thu hang hda : San ltfdng d day noi len so
lifting hang hda ma doanh nghiep da tieu thu trong 1 thdi gian nhat dinh. Doanh
thu la so' tien kie'm dtfdc qua viec ban hang hda trong 1 giai doan nhat dinh cua
hoat dong san xuat kinh doanh. Theo quan diem kinh te, viec dinh nghia doanh
thu va san lifting tieu thu lien quan den hoat dong san xuat kinh doanh cua doanh
nghiep difdc tien hanh trong nam dd, du cho tat ca nhtfng khoan thanh toan da
difdc thtfc hien hay chtfa. Tong doanh thu dtfdc tinh nhtf sau :
TR = P x Q
Trong dd : P la gia ban binh quan cho 1 ddn vi san pham.
Q la so' ltfdng san pham dtfdc ban ra trong 1 ddn vi thdi gian.
TR la tong doanh thu trong thdi gian nhat dinh.
- TO'c dd tang san ltfdng va doanh thu tidu thu: cac goc do nay khdng nhiing
noi ldn vide phat trien thi trtfdng tieu thu san phdm cua doanh nghidp ma con phan
anh dtfdc cac nhan td' san ltfdng va gia ca binh qudn anh htfdng ddn stf thay ddi cua
doanh thu tidu thu.
Stf tang giam cua doanh thu phu thuoc vao gia binh quan va so' ltfdng hUng
hda dtfdc ban ra. Neu danh gia nhtfng nhan to' anh htfdng de'n doanh thu - so' phdn
tram cua gia ca va san ltfdng anh htfdng de'n mtfc tang giam cua doanh thu ; nhtf
sau : A TR = AQP0 + APQ] thi nhan to' gia va san ltfdng se anh htfdng de'n ATR
nhtf sau :
10
So' % nhan to san ludng anh hudng den ATR la :
AQ
la q => q = Qo . aq
ATR ’ Q
TR0
ATR - x100 (%)
v o kV.7 hieu
•
la toe do tang cua san ludng tieu thu
ATR
tr7
la toc do
tang cua doanh thu.
Neu ky hieu lan lUdt r =
ATR • a b AQ
va b =
=> q = —100 (%).
tr0
r
Qo
Nhu vay % nhan to' san ludng se se anh hutfng den mtfc tang giam cua
doanh thu la ty so' giffa tOc do tang (giam) cua san ludng chia cho toc do tang
(giam) cua doanh thu. Th dd, chung ta cd the tinh duo’c % nhan to' gia ca anh
htftfng den mtfc tang giam cua doanh thu la :
100% - -100 %:
r
k
r
Doanh thu khong nhffng ndi len ket qua viec phat trien thi trudng tieu thu
san pham ma con ndi len ket qua hoat dong san xuat kinh doanh cua cac doanh
nghiep. Viec phan tich doanh thu vi mo cd the danh gid hoat dong phat trien thi
trudng tieu thu san pham thong qua viec phan tich doanh thu tiftig san pham va thi
trudng cu the, rieng biet. Qua viec phan tich nay cic doanh nghiep cd the danh
gia phan nao ve hoat dong phat trien thi trudng tieu thu cua mdi loai san pham
tren nhffng thi trud'ng khac nhau. Doanh thu cd nhudc diem la chua the ndi len stf
hoat dong phat hien thi trudng tieu thu san pham tot dep den dau so vdi doi thu
canh tranh. Neu doanh thu cua 1 coqg ty nao dd ma tang len, dieu nay cd the la
do thanh tich cua cong ty tot hdn nhffng doi thu canh tranh cua minh, hodc cung
cd the la do tinh hinh kinh te kha quan hdn, ma tat ca c
dtfdc. De giai quyet van de nay cac doanh nghiep nen stf dung chi tieu la thi
phan.
11
- So ltfong va ty le phat tri&i so ltfong thi. trtfdng tieu thu san phim cua
doanh nghiep noi ldn stf md rong thi trtfdng tieu thu theo khu vtfc dia ly. SO ltfong
va ty le phat trien thi trtfdng tieu thu san phim ngay cang ldn cung co nghia la
doanh nghiep da day manh thi trtfdng tieu thu san phim cua chfnh minh.
- San phhm mdi: la mot trong nhtfng htfdng phat tridn thi trtfdng tieu thu san
phdm cua doanh nghiep, san phim mdi ngay cang nhieu va dtfoc Jkhach hang chap
nhan la dieu kien can thiet de doanh nghiep phat trien thi trtfdng tieu thu san.
phim. Ngoai ra no con la mot chi tieu tot nhat de danh gia stf phat trien thi trtfdng
tieu thu san pham cua cac doanh nghiep cong nghiep.
- Thi phan (phan suat thi trtfdng) : la ty le gitfa ket qua hoat dong cua
doanh nghiep tien thi trtfdng chia cho tong nhu cau cua thi trtfdng thtfc te. Thi
phan. cua mdt doanh nghiep la mdt chi tieu noi len stf cong hien cua doanh nghiep
so vdi tat ca cac doi thu canh tranh hen. thi trtfdng.
Thi phan cua doanh nghiep co the tinh bang cach sau:
+ Theo san ltfong:
Tq =
(%)
Trong do Tq la thi phdn theo san ltfong hang hoa X cua doanh nghiep, q
la san. ltfong tieu thu cua hang hoa X cua doanh. nghiep ; Q la san ltfong tieu thu
hang hoa X cua thi trtfdng .
Tr = —— (%)
R
Trong do: Tr la thi phan theo doanh thu hang hoa X cua doanh nghiep; r
+ Theo doanh thu:
la doanh thu tieu thu hang hoa X cua doanh nghiep; R la doanh thu cua toan thi
trtfdng . '
+ So vdi canh tranh: day la cach tinh dtf phong co the theo san ltfong
hoac doanh. thu nhtfng so vdi san ltfong hoac doanh thu cua doi thu canh tranh
manh nhat hoac cua cac doi thu chu yeu.
Neu thi phan cua doanh nghiep tang len thi doanh nghiep dang htfdng loi
hdn doi thu canh tfanh. Neu thi phan dang giam xuohg thi doanh nghiep dang
thua tihiet so vdi doi. thu canh tranh. Tuy nhien, nhtfng ket luan rut ra ttf viec phan
12
tich thi phan con tuy thuoc vao hoan canh cua moi trtfdng va muc tieu kinh doanh
cua doanh nghiep nhtf : neu co stf gia tang gia nhap nganh cua doi thu canh tranh
tiem tang hoac stf rut khoi thi trtfdng cua doi thu canh tranh, hoac san pham nhap
khan thay doi thi thi phan cua cac doanh nghiep cung thay doi theo, Doi khi mot
so' doanh nghiep dtfa vao thanh tich binh quan cua cac doanh nghiep khac tren thi
trtfdng de phan. doan thanh tich cua doanh nghiep - dinh ra muc tieu cua doanh
nghiep. Hoac mot so” doanh nghiep co' y lam giam thi phan cai thien ldi nhuan cua
doanh nghiep, vi doanh nghiep cho rang ldi nhuan co quan he mat thiet vdi thi
phan,
- Ngoai ra, ldi nhuan cung co the dtfdc coi la mOt chi tieu gian tiep va
danh gia viec phat trien thi trtfdng tieu thu san phlm. De phat trie’n thi trtfdng
tieu thu san pham, cac doanh nghiep thtfdng phai mO rong thi phan cua minh. Doi
khi cac doanh nghiep phai bo ra mot khoan chi phi qua ldn de mua thi phan, va tff
do co the anh htfdng den ldi nhuan. Nhtf vay co the stf dung chi tieu ldi .nhuan de
danh gia hieu qua cua viec phat trien thi trtfdng tieu thu san pham. Ldi nhuan la
ket qua cuO'i cung cua hoat dong san xuat kinh doanh, no the hien ket qua cua cac
khau trong qua trinh san xuat kinh doanh. Ldi nhuan la phfin doi ra giffa doanh
thu va chi phi Long qua trinh san xuat kinh doanh.
7 = R- c
Trong do : 7 ia ldi nhuan
R la doanh thu.
c la chi phi.
Ldi nhuan cd quan he mat thiet vdi doanh thu va thi phan. Khi doanh thu
bat dau tang len thi thi phan va ldi nhuan co the tang len. Nhtfng khi doanh thu va
thi phan tang len mot mtfc do nao do thi ldi nhuan co the giam xuOhg do doanh
nghiep mua thi phan va doanh thu vdi mot chi phi kha cao - khi doanh thu ldn thi
13
viec mua thi phan sc kho khan hdn. Chinh vi vay ma mot so' doanh nghiep phai
chu dong giam doanh thu va thi phan de bao dam muc tieu dat dtfdc ldi nhuan tot
nhat.
Mac du ldi nhuan vita la ket qua via la hieu qua cua hoat dong san xuat
kinh doanh noi chung va phat trien thi trtfdng san pham noi rieng. Nhtfng ldi
nhuan chi la 1 trong nhffng muc tieu cua doanh nghiep. Neu doanh nghiep muon
md rong thi trtfdng, tang ctfdng kha nang canh tranh, bao dam stf ton tai cua
doanh nghiep thi Idi nhuan khong phai la muc tieu dau tien, khong phai la 1 chi
tieu hieu qua de danh gia viec phat trien thi trtfdng tieu thu san pham.
- Ty suat lai nhuan tren doanh thu : Day la mot trong nhffng chi tieu gian
tiep va noi len hieu qua cua viec phat trien thi trtfdng tieu thu san pham. Goi R*
la ldi nhuan tren doanh thu thi R* = —.
’
'
R
Chi tieu nay the hien khi doanh nghiep tieu thu dtfdc 1 dong doanh thu thi
se dtfdc R* dong ldi nhuan. Xet ve mat hinh thtfc thi chi tieu nay chtfa noi len moi
quan he giffa ket qua va phi ton trong qua trinh san xuat kinh doanh. Nhtfng khi
phan tich thi chung ta co the thay mOi quan he giffa R* va ty suat ldi nhuan tren
chi phi. Goi c* la ty suat ldi nhuan tren chi phi thi C* = —. Ti day co the tim moi
C
J
quan he giffa c* va R* nhtf sau ;
"
‘
c * = — —— .
1-R
Nhtf vay khi biet dtfdc R* chung ta co the tinh dtfdc G*. Den day co the
khang dinh rang : Ty suat ldi nhuan tren doanh thu via la chi tieu dinh gia hieu
qua viec phat trien thi trtfdng tieu thu san pham via la chi tieu danh gia hieu qua
hoat dong san xuat kinh doanh thong qua c*. Bdi vi R* se cho biet so ldi nhuan
thu dtfdc tr6n 1 dong cong ty khi phat trien thi trtfdng tieu thu san pham. Mat
khdc, R* la cd sd de tinh dtfdc ty suat ldi nhuan tren chi phi bo ra trong qua trinh
san xuat kinh doanh cua doanh nghiep.
14
Nhffng chi tieu tren day co quan. he mat thiet vdi nhau. San ltfdng san
pham tieu thu (Q) la 1 trong nhffng nhan to dung de tinh doanh thu (R). Neu
doanh thu chtfa noi len dtfdc ket qua hoat dong san xuat kinh doanh cflng nhtf
phat trien thi trtfdng tieu thu san pham thi thi phan la chi tieu de xem xet ket qua
phat trien thi trtfdng tieu thu san pham cua doanh nghiep so vdi doi thu canh tranh
tren thi trtfdng. Doanh thu va thi phan lai co quan he vdi ldi nhuan. Doanh thu la
mot trong nhffng nhan to" de tinh toan ldi nhuan. Ngoai ra doanh thu va thi phan
tang den mot mtfc do nao do thi ldi nhuan se giam. Nguyen nhan la do doanh thu
va thi phan ngay cang cao thi viec phat trien thi trtfdng tieu thu san pham ngay
cang khO khan ' hdn, nen doanh nghiep phai ton nhidu chi phi hdn de mua thi
phan. Den ltfdt ldi nhuan, no la 1 hong nhffng nhan to" dung de tinh toan hieu qua
phat trien thi trtfdng tieu thu san pham, thong qua chi tieu ldi nhuan tren doanh
thu (R*). Tren cd sd ldi nhuan hen 1 dong doanh thu khi phat hien thi trtfdng . tieu
thu san pham, ngtfdi ta cd the tinh dtfdc ty sua't ldi nhuan hen chi phi (C*). Day la
chi tieu chung nhat de danh gia hoat dong san xuSt kinh doanh cua doanh nghiep,
1.2.3 Muc tieu va y nghia cua viec phat trien thi trtfdng tidu thy. san phfm
- Muc tieu phat tridn. thi trtfdng tieu thu san pham: Khi doanh nghiep phat
hien thi thtfdng tieu thu san pham thtfdng ddn den doanh so" ngay cang tang, so”
ltfdng san pham tieu thu ngay cang nhieu. Tren cd.sd dd, doanh nghiep se dat
dtfdc nhffng muc tieu nhtf giam dtfdc chi phi san xuat binh quan cho 1 ddn vi san
pham (AC), nang cao hieu qua sff dung von dffu ttf (ROI) va cai thien dtfdc ty
sua't ldi nhuan hen doanh thu (R '). Mat khac, doanh nghiep con co the nang cao
uy tin cua san pham, tang ctfdng the ltfo canh hanh hen thi tftfdng. Cac muc tieu
niy nim hong he thong muc tieu chung cua doanh nghiep cong nghiep.
+ Trong dai han, cac doanh nghiep cong nghiep co the giam chi phi san
xuat binh quan khi so" ltfdng san pham san xuat tang len. Khi cdc doanh nghiep
cdng nghiep dieu chinh dtfdc cac yeu to" dau vao, san ltfdng san pham san xuat
15
cang nhieu thi chi phi san xuat binh quan cang giam, giam cho den mtfc quy mo
toi thieu cd hieu qua (MES). Trong dieu kien cua moi trtfdng kinh doanh hien
nay, cac doanh nghiep canh tranh tiem tang gia nhap thi trtfdng ngay cang nhieu,
hang hoa nhap khau tang, lam cho hau het cac doanh nghiep cong nghiep giam
bdt thi phan ttfdng doi. Cho nen viec phat trien thi trtfdng tieu thu san pham., lam
tang so’ ltfdng san pham tieu thu thong thtfdng se ddn den ket qua la chi phi. san
xuat binh quan giam xuo’ng. Trong dieu kien tren hau bed cac doanh nghiep cong
nghiep chtfa dat quy mo MES. Giam chi phi san xuat binh quan khong chi la muc
tieu cua phat trid’n thi trtfdng tieu thu san pham ma con la muc tieu chung cua
doanh nghiep, -vi rang AC giam se ddn den ldi nhuan cao.
+ Thi trtfdng tieu thu san pham cua cac doanh nghiep cong nghiep dtfdc
phat trien, doanh thu va thi phdn tang co the ddn den ket qua tot dep hdn trong
san xuat kinh doanh. Khi phan suat thi trtfdng tang len thi chi tieu hieu qua sd
dung von I ROI = -A- I thong thtfdng cung se tang theo. Va 1 ddng von' diu ttf se
‘
V
vo iV
'
“
*
tao ra nhieu ldi nhuan hdn. Mat khac, khi doanh thu tang len trong qua trinh phat
trien thi trtfdng tieu thu san pham se ddn den ty sua't ldi nhuan tren doanh thu (R ')
cung tang theo. Bidu nay cho thay khi phat trien thi trtfdng tieu thu san pham,
doanh thu tang thi hieu qua cua 1 ddng doanh thu se tao ra nhieu ldi nhuan hdn.
Chi tieu ROI va R* lai ty le nghich vdi thi phan va doanh thu. Ttf dd cho thay cac
doanh nghiep ldn va nho deu cd the dat hieu qua sd dung von va ty suat ldi
nhuan trdn doanh thu cao, cac doanh nghiep vtfa thi cd hieu qua thap hdn. Bay la
mot van de cua cac doanh nghiep trung binh. Cac doanh nghiep nay muon thoat
khoi tinh trang tren cd the bang cach tang doanh thu, tang thi phan thong qua viec
phat trie’n thi trtfdng tieu thu san pham. Boi vdi cac doanh nghiep nho va vtfa, neu
khong thu dtfdc ket qua ttf viec canh tranh tap trung thi buoc phai phat trien thi
16
trtfdng tieu thu san pham, de dat. dtfdc muc tieu la nang cao hieu qua sff dung von
dau ttf cung nhtf tang ctfdng. cai thien ty suat ldi nhuan hen doanh thu.
+ Uy tin cua. san pham cong nghiep dtfdc nang cao thi uy tin cua. cac doanh
nghiep cong nghiep dd cung se dtfdc nang cao hdn . Khi uy tin cua san pham
cung nhtf uy tin cua cua doanh nghiep cong nghiep dtfdc nang cao thi the' ltfc canh
hanh cua doanh nghiep cung dtfdc tang ctfdng hdn trtfdc. Uy tin cua san pham
cong nghiep co quan he mat thie't vdi. viec phat hien thi trtfdng tieu thu san pham.
Trong mo'i quan he nay, uy tin san pham cung nhtf uy tin. cua doanh nghiep vta la
nhan, vita la ket qua cua hoat dong phat trien thi trtfdng tieu thu san. pham. Uy tin
cd nang cao thi thi trtfdng tieu thu san pham mdi cd dieu kien de phat trien.
Ngtfdc lai, khi thi trtfdng tieu thu san pham phat trien thi uy tin cua san pham.
cung nhtf uy tin cua doanh nghiep cung dtfdc nang cao hdn. Khi uy tin dtfdc nang
cao doanh nghiep da cai thien. dtfdc vi the canh hanh tot hdn trtfdc. Tang ctfdng
stfc canh tranh tren thi trtfdng tieu thu san pham la muc tieu chung cho doanh
nghiep.
- Y nghia cua viec phat trien thi trutdng tieu thu san pham cua cac
doanh nghiep cong nghiep: Muc tieu cua hoat dong san xuat kinh doanh cua
doanh nghiep cong nghiep quy dinh muc tieu phat trien thi trtfdng tieu thu san
pham. Tren cd sd muc tieu nay, viec phat trien thi-trtfdng tieu thu san pham co
nhffng y nghia nhtf sau :
+ Bao dam an toan va phat trien cho doanh nghiep cong nghiep : Trong luc
doanh nghiep gap nhffng kho khan khong vtfdt qua dtfdc, tinh trang canh tranh
ngay cang gay gat thi muc tieu dau tien cua doanh nghiep la an toan, ton tai chu’
khong phai la muc tieu ldi nhuan. Trong tinh trang nay, muc tieu an toan de ton
tai cua doanh nghiep cd y nghia rat quan trong. Co an toan doanh nghiep mdi cd
the tao ra the ltfc trong canh tranh va tim kiem ldi nhuan trong ttfdng lai. Trong
nen. kinh t.C thi trtfdng nhieu rui ro nay, cac doanh nghiep cdn.g nghiep neu phat
17
trien dtfdc thi trtfdng tieu thu san pham thi c6 the’ bao dam. dtfdc stf an toan cho
doanh nghiep. Khi phat trien san pham, phat trien thi trtfdng cung nhtf tham nhap
thi trtfdng ngay cang cao, doanh nghiep se c6 nhieu ldi the de tranh stf rui ro xay
ra. Vi r^ng doanh nghiep khong “bo trtfng cung 1 gio”. Nhu cau cua ngtfdi tieu
dung (tfdc muon) ngay cang thay doi; ky thuat, cong nghe phat tfien vdi toe do
cao, doi thu canh tranh luon t'im ra nhffng san pham mdi, cho nen viec phat trien
thi trtfdng tieu thu san pham c6 y nghia quan trong trong viec bao dam stf an loan,
ton tai cho doanh nghiep va ti d6 doanh nghiep c6 the phat trien manh trong
taring lai.
+ Nang cao hieu qua san xuat kinh doanh : Mot trong nhffng muc dich cua
viec phat trien thi trtfdng tieu thu san pham la nang cao hieu qua sit dung vOn dau
ttf va ty sua’t ldi nhuan tren doanh thu. Tren cd sd muc tieu nay ma viec phat trien
thi trtfdng tieu thu san pham c6 y nghia la nang cao hieu qua san xuat kinh doanh.
Ngoai ra, trong khi nghien ctfu thi trtfdng : nhu cau, tfdc muon cua khach hang,
cac phan tfng da va se c6 cua doi thu canh tranh, stf bieri dong cua moi trtfdng
kinh doanh ... Cac doanh nghiep se san xuat c6 hieu qua hdn khi cac nghien ctfu
tren chinh xac, kip thdi. Vi rang, san xuat phai phu hdp vdi nhu ciu cua ngtfdi
tieu dung, khong c6 nhu ciu thi khong san xuat, nhffng ngtfdi tieu dung
cu6i
cung
se tai tao ra nhu cau mdi. Neu cac doanh nghiep cong nghiep nghien ctfu nhu ciu
va tfdc muon cua ngtfdi tieu dung mot cach can than trtfdc khi phat trien thi
trtfdng tieu thu san pham. thi doanh nghiep d6 c6 cd may thanh cong. Cac doanh
nghiep nay coi btfdc xac dinh nhu cau va tfdc muon cua ngtfdi tieu dung la btfdc
thtf nha't cua qua uinh san xuai kinh doanh chtf khong phai la khau san xuat. Nhtf
vay, cac doanh nghiep nay la nhffng doanh nghiep da st dung quan niem. trong
tiep thi. Day la quan niem c6 hieu qua nhat trong tat ca cdc quan niem c6 ti trtfdc
den nay. Ho da thtfc hien dtfdc phtfdng cham cua Marketing hien dai “Hay lam
nhffng gi ban c6 the ban dtfdc thay vi co'ban nhffng gi ban c6 the lam ra” Phat
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tri'n thi trtfdng tieu thu san pham theo loi nay se dem lai hieu qua san xuat kinh
doanh ngay cang cao hdn cho cac doanh nghiep cong nghiep.
+ Binh htfdng phat trien thi trtfdng tieu thu san pham la cd sd xac dinh cac
mat hoat dong san. xuat kinh doanh cua cac doanh nghiep cong nghiep. tuy thuoc
vao quy mo tai ltfc cua cac doanh nghiep cong nghiep dong thdi tuy vao stf bien
dong cua moi trtfdng kinh doanh, nhu cdu, tfdc muon cua khach hang, nhtfng phan
tfng cua doi thu canh tranh ... ma cac doanh nghiep cong nghiep co nhtfng dinh
htfdng phat trien thi trtfdng tieu thu san pham... Nhtfng htfdng phat trien thi trtfdng
khac nhau, ttfdng tfng se co cd sd xac dinh hoat dong san xuat kinh doanh cua cac
doanh nghiep cong nghiep cung khac nhau. Neu doanh nghiep cong nghiep stf
dung htfdng phat trien san pham. mdi thi cong tac nghien ctfu va phat hien phai
hoat dong tich ctfc, chi phi cho cong vie cnay phai ton kem nhieu hdn, quy trinh
san xuat co the phai cai tien thay doi cho phu hdp vdi viec tao ra san pham mdi.
Neu doanh nghiep cong nghiep stf dung htfdng phat trien thi tftfdng mdi thi ho
phai chu trong nhieu den viec nghien ctfu thi trtfdng nhtf : xac dinh nhu cdu, tfdc
muon cua khach hang, xac dinh phan tfng cua doi thu canh tranh, phan tfng cua
tang Idp trung gian... Neu doanh nghiep muon tham nhap thi trtfdng thi phai giam
chi phi san xuat, giam. gia, tang ctfdng cac hoat dong Marketing ...
+ Cung co vi the cua doanh nghiep trdn thi htfdng : Thi phan cang cao thi
doanh nghiep cang co vi the cao trong thi trtfdng, Doanh nghiep co thi phan ldn,
dtfng dau trong thi trtfdng thi vi the cua doanh nghiep la doanh nghiep ddn dao thi
trtfdng. Neu thi phan nho, khong chiem vi tri dtfng dau thi vi the cua doanh
nghiep co the la nhtfng doanh nghiep thach do' thi trtfdng... Tuy vao quy mo cua
thi phan trong qua trinh phat trien -thi trtfdng cua ttfng doanh nghiep ma ho co th'
cd nhtfng vi the' khac nhau trong thi trtfdng : vdi vi th' cu the' cua mdi doanh
nghiep trong thi trtfdng ma doanh nghiep co nhtfng chien ltfdc canh hanh khac
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nhau. Thi tru’dng tieu thu phat trien nhanh se tao ra thi phan ldn, tff do doanh
nghiep ngay cang cung co' vi the tren thi tru’dng.
+ Phat trien thi trtfdng tieu thu san pham tac dong den cd cau san pham
cdng nghiep, nang cao hieu qua kinh te - xa hoi, tac dong den xu the phat trien
cdng nghiep. Trong cd che thi trtfdng, giffa phat trien cdng nghiep cung nhtf cac
te bao cua no (cac doanh nghiep cdng nghiep) vdi thi trtfdng cd mdi quan hd
ttfdng hd nhau. Thi trtfdng cd chtfc nang quan trong la dieu tiet san xuat. Tren cd
sd dieu tiet dd, cac doanh nghiep cdng nghiep xac dinh phtfdng htfdng phat trien
thi trtfdng tieu thu san pham cua minh. Stf phat trien thi tru’dng tieu thu san pham
cua tat ca cac doanh nghiep cdng nghiep cd tac dong ldn dd'n cd cau san pham
cdng nghiep, lam chuye’n dich cd cau nganh cdng nghiep theo dinh htfdng phat
trien thi trtfdng cua cac doanh nghiep cdng nghiep. Tff dd, nd tao ra xu htfdng
phat trien cdng nghiep theo htfdng didu tiet cua thi tru’dng. Ngoai chtfc nang dieu
tiet, thi trtfdng con cd chtfc nang thong tin, de cho cac doanh nghiep cdng nghiep
nhan biet nhu cau cua thi trtfdng va nhtfng yeu to' thuoc mdi tru’dng kinh doanh.
Khi nam bat dtfdc thong tin chinh xac, kip thdi cac doanh nghiep cdng nghiep cd
the bo' tri, sap xe'p cac yeu to' ddu vao mot each hdp ly de san xuat kinh doanh.
Tren cd sd dd, viec phat trien thi tru’dng tieu thu san pham cua cac doanh nghiep
cdng nghiep se gop phan nang cao hieu qua kinh te xa hoi - loai bo nhtfng to’n
that khong ddng cd, dem lai ldi ich cho ngtfdi san xuat lin ngtfdi tieu dung vdi 1
phi to’n thap nhat.
+ Cac doanh nghiep cdng nghiep Khanh Hoa cd vi tri dia ly khong thudn
ldi, xa cac thanh pho' ldn - xa cac thi trtfdng cd quy mo ldn. Thi trtfdng trong tinh
va khu vtfc lan can cd quy mo va toc do phat trien nho. Quy mo cua cac doanh
nghiep cdng nghiep Khdnh Hoa thuoc loai tam trung binh, chtfa cd nhffng doanh
nghidp cd uy tin ldn trong toan quoc. Do dd, cac doanh nghiep cdng nghiep
Khdnh Hoa bi ket vao vung kdm hieu qua ve vo'n dau ttf cung nhtf ty suat ldi
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nhuan tren doanh thu thap. Cong viec phat trien thi trtfdng tieu thu san pham cua
cac doanh nghiep cong nghiep Khanh Hoa khong nhffng gap nhieu kho khan, bat
ldi ma con co mot y nghia sdng con do'i vdi tffng doanh nghiep. Bdi vdi nhffng
doanh nghiep cdng nghiep thuoc tam trung binh thi viec phat trien thi trtfdng tieu
thu san pham co y nghia rat quan trong de nang cao hieu qua stf dung von dau ttf,
nang cao ty suat ldi nhuan tren doanh thu. Bay cung co y nghia la nang cao hieu
qua san xuat kinh doanh cua mdi doanh -nghiep cdng nghiep Khanh Hoa. Ngoai
nhffng y nghia dtfdc neu hen, viec phat trien thi htfdng tieu thu san pham cO y
nghia song con cua cac doanh nghiep cdng nghiep Khanh HOa trong hien tai va
phat tfien trong ttfdng lai. Viec phat trien thi trtfdng tieu thu san pham cua cac
doanh nghiep cdng nghiep quoc doanh Khanh Hoa co f nghia tang ctfdng tinh chu
dao cua doanh nghiep Nha ntfdc hong nganh cdng nghiep Khanh Hoa. Thi phan
cua tai ca cac doanh nghiep cdng nghiep quoc doanh Khanh Hoa ngay cang -phat
trien cung co nghia la tinh chu dao cua doanh nghiep quoc doanh thuoc cdng
nghiep Khanh Hoa ngay cang tang.
1.3. NHUTNG NHAN TO ANH HUONG
PHAT TM1£n THI TRUING
TIEU THU SAN PHAM CUA DOANH NGHIEP CONG NGHIEP
1.3.1 Cung, cau thj trtfdng
Cung (cau) la mot ltfdng mat hang ma ngtfdi ban. (ngtfdi mua) mudn ban
(mudn mua) 0 mdi mtfc gia co the chap nhan dtfdc. Mdi quan he giffa cung va cau
hinh thanh gia can bang cua thi tftfdng. Gia can bang lam cho thi trtfdng ban het
hang hda do. Bd la gia khi ltfdng cau bang ltfdng cung. Gia ca thi trtfdng la nhan
-td'cd ban de hinh thanh ldi nhuan trong qua trinh phat trien thi htfdng tieu thu san
pham. Neu mtfc cung nho hdn mtfc cdu thi gia ngtfdi mua mudn mua ldn hdn gia
ngtfdi bin mudn ban va luc nay thi trtfdng se thieu hut hang htfa. Ngtfdc lai, hang
hda se dtf ra va gia thi trtfdng nho hdn gia can blng. Ltfdng hang hoa tren thi
trtfdng dtf hodc thieu do ltfdng cung chenh lech vdi ltfdng cau se quy dinh htfdng