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DAI HOC KTQD
TT THONG TIN THlfVIEN

PHONG LUAN AN-TU LIEU

BUITHILANH

BAN HANG DA CAP
CUA CAC DOANH NGHIEP NlTOC NGOAI TAI VIET NAM

CHUYfiN NGANH: QUAN TRI KINH DOANH
(QUAN TRI KINH DOANH QUdC TE)

LUAN VAN THAC SY QUAN TRI HNH DOANH

ws.
Ng if di hifong dan khoa hoc: PGS. TS NGUYfiN THI HtfCFNG

HA NQI-2011


LOI CAM DOAN
Ten toi la: Bui Thi Lank

Lop: Cao hoc 17C
r

r

Chuyen nganh: Kinh doanh Quoc te
Khoa: TM&KTQT

Truong: Dai hoc Kinh te Quoc dan
r

Toi xin cam doan voi Nha truong va Khoa la: luan van tot
nghiep nay la do toi tn nghien cnu duoi sn huong dan cua

PGS.TS. Nguyen Thi Huong. Bai viet khong co sn sao chep tn bat

cn luan an tien si hoac luan van tot nghiep nao, cac tai lieu do chi
r

t

r

t

mang tinh chat tham khao. Neu loi cam doan tren day la sai, Toi
A

xin chiu hoan toan trach nhiem truoc Nha truong va hoi dong khoa

hoc cac cap.

Ha Noi, ngay....thang....nam 2011
Hoc vien

Bui Thi Lank


MUC LUC
DANH MUC CAC CHLf VIET TAT
DANH MUC CAC BANG
DANH MUC CAC HINH
TOM TAT LUAN
• VAN

MO DAU .......................................

1

CHUONG 1: LY LUAN CHUNG VE BAN HANG DA CAP..............................7

1.1 PHAN PHOI VA CAC HINH THUC PHAN PHOI........................................... 7
1.2 BAN HANG DA CAP............................................................................................... 9
1.2.1 Lich su phat trien cua phuomg thuc ban hang da cap.................................... 9
1.2.2 Khai niem ban hang da cap............................................................................. 11

1.2.3 Vai tro cua ban hang da cap............................................................................ 17
1.2.4 Cac cong viec trong ban hang da cap............................................................. 18

1.2.5 Hinh thuc tra hoa hong trong ban hang da cap............................................... 20

1.3 CAC NHAN TO ANH HUONG DEN BAN HANG DA CAP....................... 22
1.3.1 Cac nhan to ben trong doanh nghiep ban hang da cap................................ 22
1.3.2 Cac nhan to ben ngoai doanh nghiep ban hang da cap................................ 23

1.4 CAC CHI TIEU DANH GIA HO AT DONG BAN HANG DA CAP........... 24

1.4.1 Cac chi tieu dinh luong......................................................................................25
1.4.2 Cac chi tieu dinh tinh......................................................................................... 26
1.5 CO SO PHAP LY VE BAN HANG DA CAP 0 VIET NAM........................ 26

CHUONG 2: THUC
TRANG
BAN HANG DA CAP CUA CAC DOANH
•
•

NGHIEP
• M()C NGOAI TAI
• VIET
• NAM GLAI DOAN

• 1998 - 2010.............. 29
2.1 TONG QUAN VE BAN HANG DA CAP TREN THE GlOl.........................30
2.2 VAI NET VE BAN HANG DA CAP TAI VIET NAM GIAI DOAN 1998
-2010

.......................................................................................................................... 34

2.2.1 Gidi thieu tong quan ve ban hang da cap o Viet Nam...................................34


2.2.2 Mot so doanh nghiep nude ngoai ban hang da cap dang hoat dong d Viet

Nam giai doan 1998 - 2010 ........................................................................................ 38

2.3 PHAN TICH CAC NHAN TO ANH HUONG DEN BANG HANG DA
CAP CUA CAC DOANH NGHIEP
• NIOC NGOAI O VIET
• NAM GIAI

DOAN 1998-2010.........................................................................................................44
2.3.1 Cac nhan to ben ngoai doanh nghiep ban hang da cap tai Viet Nam giai
doan 1998 - 2010........................................................................................................ 44

2.3.2 Cac nhan to ben trong doanh nghiep ban hang da cap tai Viet Nam giai

doan 1998 - 2010....................................................................................................... 49

2.4 THUC
TRANG
BAN HANG DA CAP CUA CAC DOANH NGHIEP

•
•
•

NUOC NGOAI TAI VIET NAM TU 1998-2010.................................................... 53
2.4.1 Cac cong viec trong BHDC tai cac doanh nghiep nude ngoai ban hang

da cap ........................................................................................................................... 53
2.4.2. Ket qua BHDC cua cac DNNN tai Viet Nam giai doan 1998 - 2010..........57

2.5 PHAN TICH CAC CHt TIEU DANH GIA HOAT DONG BAN

HANG DA CAP............................................................................................................. 69
2.5.1 Phan tlch cac chi tieu dinh luong..................................................................... 69

2.5.2 Phan tich cac chi tieu dinh tinh........................................................................ 71
2.6 DANH GIA THUfC TRANG BAN HANG DA CAP CUA CAC DOANH

NGHIEP NUO’C NGOAI TAI VIET NAM GIAI DOAN 1998 - 2010............... 73
2.6.1 Uu diem trong phuong thuc ban hang da cap cua cac doanh nghiep nude

ngoai tai Viet Nam........................................................................................................ 73
2.6.2 Ton tai trong phuong thuc ban hang da cap cua cac doanh nghiep nude

ngoai tai Viet Nam....................................................................................................... 75
2.6.3 Nguyen nhan cua ton tai trong ban hang da cap cua cac doanh nghiep
nude ngoai tai Viet Nam............................................................................................ 76


CHUONG 3: DINH

HUONG VA MOT
•
• SO GIAI PHAP VE BAN HANG

DA CAP CUA CAC DOANH NGHIEP
MOC NGOAI 6 VIET
NAM
•
•

DEN NAM 2015, TAM NHIN 2020........................................................................ 80
3.1 CO HOI VA THACH THUC DOI VCH PHAT TRIEN BAN HANG DA

CAP 0 VIET NAM DEN NAM 2015 VA TAM NHIN DEN NAM 2020..........80
3.1.1 Ccr hoi doi vdi phat trien ban hang da cap...................................................... 80

3.1.2 Thach thuc doi vdi phat trien ban hang da cap.............................................. 84
3.2 DINH
HIONG PHAT TRIEN BAN HANG DA CAP O VIET
•
• NAM

DEN NAM 2015 VA TAM NHIN DEN NAM 2020................................................ 85
3.3 GIAI PHAP PHAT TRIEN BAN HANG DA CAP 0 VIET NAM.............. 87
3.3.1 Giai phap tu phia Doanh nghiep nude ngoai.................................................. 88

3.3.2 Giai phap tu phia nha phan phoi...................................................................... 92
3.4 KIEN NGHI DOI VCH NHA NIJOC NHAM PHAT TRIEN BAN

HANG DA CAP CUA CAC DOANH NGHIEP MJOC NGOAI TAI VIET

NAM

........................................................................................................................... 95

KET LUAN............................................................................................................... 99

DANH MUC TAI LIEU THAM KHAO


DANH MUC CAC CHE VIET TAT

Viet tat

Viet day du

BHDC

Ban hang da cap

CMTND

Chung minh thu nhan dan

DNNN

Doanh nghiep nudc ngoai

FLP

Forever Living Product

GDP

Tong san pham quoc noi

MLM

Multi Level Marketing

MLMIA

Hiep hoi ban hang da cap Viet Nam

NPP

Nha phan phOi

TNHH

Trach nhiem huu han

TNHH TM

Trach nhiem huu han Thuong mai

TPCN

Thuc pham chuc nang

TVV

Tu van vien

VND

Viet Nam Dong

WFDSA

Lien doan cac Hiep hoi Ban hang truc tiep the gidi

WTO

TO chuc thuong mai the gidi


DANH MUC CAC BANG

Noi dung

Trang

STT

Bang so

1

Bang 2.1

Doanh so ban hang da cap cao nhat the gidi nam 2007

32

2

Bang 2.2

SO luong ngudi tham gia ban hang da cap nhieu nhat the
gidi nam 2007

32

3

Bang 2.3

Bang chuc danh cua nha phan phoi tai cong ty TNHH
Oriflame Viet Nam

61

4

Bang 2.4

So luong NPP tai cong ty TNHH Oriflame Viet Nam giai
doan 2005 - 2010

62

5

Bang 2.5

Moi quan he giua PV - BV tai cong ty TNHH Amway
Viet Nam

64

6

Bang 2.6

Thu nhap cua NPP X trong 1 thang

67

7

Bang 2.7

Thu nhap cua NPP X trong trudng hop hoat dong khong
tich cuc

68

8

Bang 2.8

Toc do tang doanh thu cua cac doanh nghiep giai doan
2(002-22010

69

9

Bang 3.1

Ket qua hoat dong BHDC tai mot so quoc gia trong khu
vuc nam 2010

81


DANH MUC CAC HINH

Noi dung

Trang

STT

Bang so

1

Hinh 1.1

Do thi bieu dien quy luat cua cap so nhan

16

2

Hinh 2.1

So lupng ngupi tham gia ban hang da cap tai Ba Lan giai
doan 2001 ^22(0)7

34

3

Hinh 2.2

So lupng cac doanh nghiep dang ky to chuc ban hang da
cap tu 2005 - 2008 tai Viet Nam

37

4

Hinh 2.3

So dd to chuc cong ty TNHH TM Lo Hoi

40

5

Hinh 2.4

Ty le cac DNNN BHDC cung cap san pham TPCN

58

6

Hinh 2.5

Ty le cac DNNN BHDC cung cap san pham my pham

58

7

Hinh 2.6

Doanh thu cua cac doanh nghiep giai doan 2002-2010

60

8

Hinh 2.7

Tien thuong hoa hong tren thanh tich doanh so nhom tai

cong ty TNHH TM Lo Hoi

65

9

Hinh 2.8

Minh hoa ket qua hoat dong cua NPP X trong 1 thang

66

10

Hinh 2.9

So lupng NPP rod bo va tang them giai doan 2006 -2010
tai cong ty TNHH Oriflame Viet Nam

71


11

"'"'ll
TRUfCJNG DAI HOC KINH t£ Qu6c dAn
------------ --------------------------------------

BUITHILANH

BAN HANG DA CAP
CUA CAC DOANH NGHIEP NUtlC NGOAI TAI VIET NAM
■

■

CHUYliN NGANH: QUAN TRI KINH DOANH
(QUAN TRI KINH DOANH QUOC TE)

TOM TAT LUAN VAN

HANOI-2011

■


i

TOM TAT LUAN
VAN THAC
SY
•
•
Ma dau

* Tinh cap thiet cua de tai
Vdi uu the phan phoi true tiep san pham den tay ngudi tieu dung nhanh
chong va hieu qua, khong qua he thong trung gian, cung nhu khong su dung quang

cao tiep thi, ban hang da cap dong vai trd nhu mot giai phap mdi cho nganh phan

phoi hien nay. Ban hang da cap xuat hien tren the gidi tir nhung nam 40 cua the ky

trudc va chi mdi dupe du nhap vao Viet Nam tir cuoi nhung nam 90. La mot

phuong thuc phan phoi mdi doi vdi ngudi Viet Nam, cung vdi su hieu lam giua ban

hang da cap vdi mo hinh hinh thap ao, nen nhieu doanh nghiep da loi dung de tien
hanh kinh doanh phi phap, thu loi nhuan khong lo, anh hudng true tiep den quyen

loi ngudi tieu dung, tao ra su phan doi tir phia ngudi dan, tir do tac dong ldn den
hoat dong cua cac doanh nghiep ban hang da cap chan chinh.

Trong xu the hoi nhap, se cd nhieu doanh nghiep nude ngoai se tham gia ban
hang da cap tai Viet Nam theo cam ket md rong thi trudng ban le cua Viet Nam khi

gia nhap WTO. Nham hieu rd ban chat va dua ra cac giai phap giup cho hoat dong
ban hang da cap cua cac doanh nghiep nude ngoai hien nay phat trien tot hon, tac

gia da chon de tai: “Ban hang da cap cua cac doanh nghiep nude ngoai” lam de tai
luan van tot nghiep Cao hoc nganh Kinh doanh quoc te.

* Tdng quan tinh hinh nghien cuu

Mac dii phuong thuc kinh doanh da cap xuat hien tren the gidi tir thap ky
trudc, va du nhap vao Viet Nam tir nam 1998 nhung doi vdi nhieu ngudi thi day

van la mot phuong thuc kinh doanh mdi. Va hien nay, cd rat it cong trinh nghien

cuu ve van de nay. Dudi day la mot so cong trinh nghien cuu, phan tich, danh gia
cac noi dung khac nhau ve ban hang da cap tai Viet Nam:

\

a

r

\

• Nghien cuu: "Kinh doanh truyen tieu da cap a Viet Nam va nhimg van de

dat ra" - Tap chi Kinh te va Phat trien, so 80/2004 - Tr.21-22, tac gia PGS.TS

Nguyen Thira Loe. Nghien cuu da dua ra dupe thuc chat cua kinh doanh truyen tieu
da cap va nhung van de dat ra doi vdi kinh doanh truyen tieu da cap d Viet Nam.


ii

Tac gia da su dung thuat ngtr kinh doanh truyen tieu da cap thay cho ban
hang da cap, trong bai nghien cuu da dua ra khai niem va nhtrng dau hieu phan biet

vdi kinh doanh truyen tieu da cap bat chinh. Thai gian nghien cuu cua tac gia la khi
Bo Thuong mai dang soan thao quy dinh phap luat ve van de lien quan tdi hoat

dong ban hang da cap, nen trong bai nghien cuu, tac gia da dua ra mot so bien phap
dung d giac do co quan quan ly de kiem soat hoat dong nay.

• De tai nghien cuu: “Quan ly ban hang da cap tai Viet Nam'’' tac gia: Cao
Xuan Nhat - sinh vien truang Dai hoc Kinh te, Dai hoc Quoc gia Ha Noi, giao vien
hudng dan: GS.TS Bui Huy Khoat - Dat giai Nhi NCKH sinh vien cap truang nam

2006-2007.
Tac gia tap trung lam ro tinh dung dan, hop phap va tien nang phat trien cua

phuong thuc kinh doanh ban hang da cap d Viet Nam, cung vdi chi ra kho khan

vudng mac trong viec quan ly phuong thuc nay de dua ra mot so kien nghi, de xuat
ve mat quan ly Nha nude.

• Nghien cuu: “Gidi phap kiem soat hoat dong Marketing da cap bat chinh
tai Viet Nam" - Tap chi Kinh te doi ngoai, so 40/thang 1- 2010, tac gia PGS.TS
Pham Thu Huang
Trong bai nghien cuu nay, tac gia sir dung thuat ngu Marketing da cap thay

cho thuat ngu ban hang da cap. Tac gia tap trung phan tich mot so nguyen nhan co
r
A
r
ban cua hoat dong marketing da cap roi de xuat mot so giai phap nham chan chinh
a

a

r

hoat dong marketing da cap bat chinh tai Viet Nam.
Ke thtra nhtrng thanh tuu khoa hoc da dat dugc, va gidi han pham vi nghien

cuu cua de tai, luan van se dung tren mot goc do nghien cuu khac, la goc ttr phia cac
doanh nghiep to chuc hoat dong ban hang da cap de trinh bay mot each co he thong

va chuyen sau ve van de ban hang da cap cua cac doanh nghiep nude ngoai d Viet
Nam - danh gia thuc trang hoat dong ban hang da cap, tim ra nguyen nhan cua

nhtrng ton tai nham dua ra giai phap de phat trien hoat dong ban hang da cap cua
cac doanh nghiep nude ngoai tai Viet Nam den nam 2015, tarn nhin 2020.


* Muc dich va nhiem vu nghien cuu

Nghien cuu thuc trang ban hang da cap cua cac doanh nghiep nude ngoai tai
Viet Nam tu nam 1998 den 2010, danh gia uu diem, ton tai va nguyen nhan cua cac

ton tai do, tren co sd do de xuat dinh hudng va mot sd giai phap nham phat trien
hoat dong ban hang da cap cua cac doanh nghiep nude ngoai tai Viet Nam den nam
2015, tarn nhin 2020.

De dat duoc muc tieu nghien cuu tren, luan van can giai quyet cac nhiem vu:
- He thong hoa co sd ly luan ve ban hang da cap: Khai niem, dac trung, vai

trd, cac cong viec va mo hinh tra thudng trong ban hang da cap; Cac nhan to anh

hudng den ban hang da cap; Cac tieu chi danh gia hoat dong ban hang da cap; Va
Co sd phap ly ve ban hang da cap d Viet Nam.
- Phan tich cac nhan to anh hudng va thuc trang ban hang da cap cua cac

doanh nghiep nude ngoai tai Viet Nam giai doan 1998 - 2010; rut ra nhung uu diem
va ton tai trong ban hang da cap cung nhu nguyen nhan cua nhung ton tai do.
- Tren co sd phan tich nhung co hoi va thach thuc doi vdi doanh nghiep

nude ngoai ban hang da cap den nam 2015, luan van de xuat dinh hudng va cac giai

phap nham phat trien dung hudng phuong thuc ban hang da cap tai Viet Nam.

* Ddi twang va pham vi nghien cuu
- Ddi tuong nghien cuu cua luan van la hoat dong ban hang da cap cua cac

doanh nghiep nude ngoai tai Viet Nam.
- Pham vi nghien cuu:

o Pham vi ve khong gian: Tap trung nghien cuu mot so cong ty
nude ngoai chu yeu: Cong ty TNHH TM Lo Hoi, Cong ty TNHH Oriflame Viet

Nam, Cong ty TNHH Amway Viet Nam
A
'A
o Pham vi ve thai gian: Tu nam 1998 den het nam 2010, dinh

hudng tdi nam 2015 va tarn nhin 2020.
* Phuongphap nghien cuu

La mot cong trinh nghien cuu ve khoa hoc kinh te, do vay phuong phap duy
vat bien chung va duy vat lich su dupe su dung lam phuong phap luan co ban.


IV

Ngoai ra, phuong phap phan tich kinh te, phuong phap thong ke, phuong phap

nghien cuu tinh hudng, phuong phap luong hoa, he thong hoa nhung ly thuyet ve
ban hang da cap tu do de phan tich danh gia thuc trang ve ban hang da cap cua mot

so cong ty nude ngoai dang hoat dong tai Viet Nam
r

* Bo cue cua luan van
Ngoai phan md dau va ket luan, noi dung cua luan van duoc ket cau thanh 3
chuong nhu sau:

- Chuang 1: Ly luan chung ve ban hang da cap
- Chuang 2: Thuc trang ban hang da cap cua cac doanh nghiep nude ngoai
tai Viet Nam giai doan 1998 -2010
- Chuang 3: Dinh hudng va mot so gidi phap ve ban hang da cap cua cac

doanh nghiep nude ngoai a Viet Nam den nam 2015, tarn nhin 2020
Chirong 1: Ly luan chung ve ban hang da cap
Chuong 1 cua luan van da he thong duoc co sd ly luan ve BHDC tir khai

niem, dac trung, vai tro cung nhu lam rd duoc cac cong viec trong BHDC, each
thuc tra thudng, cac nhan td anh hudng, cac chi tieu danh gia hoat dong BHDC hieu
qua, va dua ra duoc co sd phap ly cho hoat dong BHDC tai Viet Nam. De hieu ro

lion ve phuong thuc BHDC, tac gia xuat phat tu khai niem ve phan phoi va cac hinh

thuc phan phoi.
Trong luan van, BHDC duoc hieu la mot phuong thuc phan phoi san pham

true tiep cua doanh nghiep thong qua nhieu cap khac nhau, trong do ngudi tham gia
se duoc hudng tien hoa hong, tien thudng va/hoac loi ich kinh te khac tir ket qua
ban hang hoa cua minh va cua ngudi khac trong mang ludi do ngudi do to chuc ra

va duoc doanh nghiep ban hang da cap chap thuan.
BHDC khac vdi cac phuong thuc phan phoi khac d dac trung co ban ve san

pham (chat luong, do doc dao, tinh nang sir dung, nhu cau) va nguyen ly phat trien
mang ludi (nguyen ly truyen khau va nguyen ly boi tang).

Luan van neu ra duoc vai tro cua BHDC. BHDC giup cho doanh nghiep tap

trung vao R&D nhd vao tiet kiem chi phi quang cao; tranh duoc hang gia, hang
nhai; tao dung he thong khach hang trung thanh. La mot co hoi viec lam tot, BHDC


khdng chi dem den cho ngudi tieu dung san pham co gia tri ma con mang den cho
ho co hoi gia tang thu nhap. BHDC giup cho quoc gia su dung hieu qua nguon von

va sue lao dong nhan roi, du thua trong nhan dan, nang cao thu nhap ngudi dan,
giam duoc ty le that nghiep; tang thu ngan sach.
Luan van da he thong duoc cac edng viec phai lam trong ban hang da cap

cung vdi cac hinh thuc tra hoa hong. Trong BHDC co 4 cong viec chu yeu: To chuc
hoi thao; Ban hang; Tuyen dung; Dao tao phat trien mang ludi. Va 3 mo hinh tra
thudng chinh: Mo hinh bac thang/thoat ly; Mo hinh ma tran; Mo hinh mot cap.
r

r

r

Tiep do luan van chi ra cac nhan to tac dong den hoat dong BHDC. Cac nhan
to duoc tiep can theo hudng cac nhan to ben ngoai doanh nghiep va cac nhan to ben

trong doanh nghiep. Nhom nhan to ben ngoai gom cac nhan to thuoc moi trudng
kinh te, moi trudng phap luat, moi trudng van hoa xa hoi. Nhom nhan to ben trong

doanh nghiep gom cac nhan to tu phia doanh nghiep va cac nhan to tir phia NPP.
Luan van dua ra duoc cac tieu chi dinh luong: toe do tang doanh thu, toe do

phat trien mang ludi, so luong NPP roi bo va cac chi tieu dinh tinh: su phu hop
cua mo hinh tra thudng, muc do thoa man cua ngudi tieu dung doi vdi san pham

cua doanh nghiep de danh gia hoat dong BHDC tai cac doanh nghiep cd phat trien

tot hay khdng.
Cudi cung chuong 1 neu ra co so phap ly cho hoat dong BHDC d Viet Nam

vdi cac noi dung co ban cua luat canh tranh, ND 110/2005/ND-CP, thong tu hudng
dan thi hanh va quyet dinh so 92/2005/QD - BTC.
Chuong 2: Thuc trang ban hang da cap cua cac doanh nghiep nude ngoai tai

Viet Nam giai doan 1998 - 2010
Chuong 2 di sau vao phan tich thuc trang hoat dong BHDC cua cac doanh
nghiep nude ngoai va dua ra nhtrng danh gia ve cac uu diem, ton tai va cac nguyen

nhan cua ton tai do. Do vay chuong 2 duoc ket cau vdi 5 noi dung chinh sau:

Thu nhat, luan van da gidi thieu khai quat tinh hinh BHDC tren the gidi va

d Viet Nam theo tirng thdi ky: trudc khi cd khung phap ly ve BHDC va sau khi cd
khung phap ly ve BHDC. Ngay sau do luan van gidi thieu ve 3 cong ty BHDC duoc

chon de nghien cuu bao gom: gioi thieu ve nguon goc va dieu kien tro thanh NPP.
Thu hai, luan van phan tich cac nhan to anh huong den hoat dong BHDC
cua cac doanh nghiep nuoc ngoai o Viet Nam theo huong chi ra nhung thuan loi va

bat loi, cac nhan to bao gom:
r

r

r

Nhan to ben ngoai doanh nghiep: (i) Nhan to den tu moi truong phap ly: Luat
dau tu nam 2005 co mo hon cho cac doanh nghiep nuoc ngoai; khung phap ly ve
BHDC hinh thanh trong nam 2005 cung voi su ra doi cua hiep hoi ban hang da cap

la nhung nhan to tac dong thuan loi toi hoat dong BHDC cua cac doanh nghiep
nuoc ngoai. (ii) Nhan to den tu moi truong kinh te: Nhung nhan to tac dong thuan

loi gom co: Su tang truong cao va on dinh cua nen kinh te; Viet Nam gia nhap
WTO nam 2007; Muc thu nhap cua nguoi dan ngay mot tang. Ben canh cac nhan to
anh huong thuan loi la nhom cac nhan to tac dong bat loi: Cuoc khung hoang tai

chinh toan cau nam 2007 - 2010; Su xuat hien va hoat dong cua cac doanh nghiep

BHDC bat chinh. (iii) Nhan to den tu moi truong van hoa - xa hoi: Thoi quen tieu
dung cua nguoi dan dang dan thay doi, ho chuyen sang su dung cac san pham an

toan va chat luong la yeu to mang lai thuan loi, nhung loi tu duy tieu nong cung thai
do phan cam voi BHDC lai la nhung yeu to mang nhieu bat loi doi voi hoat dong

BHDC cua cac doanh nghiep.

Nhan to ben trong doanh nghiep: (i) Nhan to tu phia doanh nghiep BHDC:
San pham co chat luong, phong phu va da dang, co nhieu hoat dong ho tro cung mo

hinh tra thudng tien tien tao ra nhieu thuan loi cho BHDC; nhung mot so hoat dong
ho tro chua dat duoc hieu qua: ho tro ve nhan hang, cac khoa dao tao. (ii) Nhan to

tu phia NPP: Niem tin cua NPP doi voi hoat dong BHDC, doanh nghiep tac dong
thuan loi thi ky nang cua cac NPP lai anh huong bat loi.

Thu ba, luan van trinh bay thuc trang BHDC cua cac DNNN tai Viet Nam.
De trinh bay phan nay, dau tien luan van neu len thuc trang thuc hien cac cong viec

trong BHDC: tai cac doanh nghiep nay deu thuc hien day du 4 cong viec chinh cua
BHDC. Cac NPP chinh la nhung nguoi truc tiep thuc hien cac cong viec nay, co su

tham gia ho tro tu phia doanh nghiep. De khuyen khich cac NPP thuc hien tot cac


vii

hoat dong cua minh, cac doanh nghiep co de ra cac muc thudng khac nhau dua tren
thanh tich doanh thu cua nhom va sir phat trien cua mang ludi tuyen dudi. Tiep theo
sau do luan van se giai trinh cac van de lien quan den ket qua hoat dong BHDC cua
cac doanh nghiep gom: (i) Cac san pham cua cac doanh nghiep BHDC: hien nay,
cac doanh nghiep tap trung phan phoi chu yeu 4 nhom san pham: TPCN, my pham,

san pham cham soc ca nhan va do gia dung, cac san pham khac. Trong do, TPCN va

my pham la 2 dong san pham duoc nhieu doanh nghiep phan phoi nhat. (ii) Doanh

thu cua cac DNNN BHDC: doanh thu cua cac doanh nghiep lien tuc tang, cd toe do
tang trudng cao, dac biet la thdi gian dau. (iii) Mang ludi cua cac doanh nghiep:

Cac doanh nghiep deu cd chinh sach khuyen khich NPP md rong mang ludi, chinh
sach tai cong ty Lo Hoi va Amway phu hop hon nen sd luong NPP hien tai cua Lo
Hoi gap 7 lan sd luong NPP cua Oriflame, (iv) Co che tra hoa hong: Vdi cac muc %

hoa hong khac nhau nhung mo hinh ma cac doanh nghiep dang ap dung deu la mo

hinh bac thang/thoat ly. Day duoc xem la md hinh tra thudng tien tien va cong
bang.

Thu- tir, tiep theo luan van di vao phan tich cac tieu chi danh gia hoat dong
BHDC. Xet tren ca 2 tieu chi dinh luong va dinh tinh thi nhin chung hoat dong
BHDC cua cac doanh nghiep la phat trien tot.

Cac chi tieu dinh luong: (i) Toe do tang doanh thu: cac doanh nghiep duy tri
duoc muc tang trudng cao. Cd nhung thdi ky tang trudng vuqt bac nhu cong ty Lo

Hoi vdi 595,2%; cong ty Oriflame VN dat 263,64% con cong ty Amway dat muc
353,46%. (ii) Toe do phat trien mang ludi: toe do phat trien cao, nam 2006 cong ty

Oriflame dat 78.57%. (iii) So luong NPP rdi bo: vdi viec thu hut 6 at, thieu sir kiem
soat, nen so luong NPP rdi bo cua cong ty Oriflame la kha cao.

Cac chi tieu dinh tinh: (i) Sir phu hop cua mo hinh tra thudng: mo hinh bac

thang/thoat ly phu hop vdi sir phat trien cua BHDC d Viet Nam hien nay, vi no han
chd duoc tarn ly y lai cua cac NPP, cho moi ngudi thay rang, neu khong hoat dong

thuc sir thi se khong co duoc thu nhap, tranh duoc su hieu lam ve mot mo hinh
BHDC bit chinh theo hinh thap ao. (ii) Muc do thoa man cua ngudi tieu dung doi
vdi san pham cua doanh nghiep: San pham tai cac doanh nghiep tuan thu cac quy


viii

dinh cua Viet Nam ve dang ky tieu chuan chat 1 trong, ghi nhan...dune ngudi tieu
dun danh gia cao ve chat luong va do an toan.

Cuoi cung. luan van da dua ra danh gia ve hoat dong BHDC cua cac DNNN
tai Viet Nam qua viec chi ra nhung uu diem cung nhu nhtrng ton tai va nguyen nhan
gay ra ton tai do. Cac danh gia dua tren 7 cau hoi nghien cuu:
r
r
1) Toe do gia tang doanh thu cua cac doanh nghiep ban hang da cap la cao

hay thap?
2) Toe do phat trien mang ludi cua cac doanh nghiep ban hang da cap

nhanh hay cham? Ty le tham gia hoat dong tich cue cao hay thap?

3) Cac san pham duoc tieu thu co phu hop vdi phuong thuc BHDC d
Viet Nam khdng?
4) Co che tra hoa hong tai cac doanh nghiep cd thuc day cac NPP hoat dong
hay khdng? Thuc day manh hay chua manh?
5) Dieu kien gia nhap cua cac doanh nghiep cd hop ly khdng?

6) Cac hoat dong ho tro cua cac doanh nghiep doi vdi cac NPP da du chua?

Cd dap ung duoc yeu cau cho cac nha phan phoi khdng?
7) Cac nha phan phoi cd thuc hien day du va tot cac cong viec trong ban
hang da cap khdng?
Qua viec tra ldi cac cau hoi tren, luan van da chi ra mot so nhung ton tai

trong hoat dong BHDC tai cac DNNN nhu: hoat dong ho tro cua cac doanh nghiep

chua mang lai nhieu hieu qua; Ty le roi bo cua cac NPP con kha cao; Hoat dong cua
cac NPP chua chinh thong. Tur nhtrng ton tai nay, luan van da luan giai nhung
nguyen nhan chinh gay ra theo each tiep can phan chia thanh nguyen nhan tu ban
than cac DNNN, tu phia NPP va cac nguyen nhan tu phia Nha nude.

Nguyen nhan tic phia cac DNNN: Khdng cd su kiem soat tham gia vao cac
khoa dao tao do doanh nghiep to chuc; Chua dau tu nhieu cho co so ha tang; Khdng

thuc hien cac quy dinh ve yeu cau dat ra doi vdi NPP moi; Nhieu doanh nghiep tien

hanh BHDC bat chinh.
Nguyen nhan ticphia NPP: Thieu su kien tri; Chiu anh hudng tu NPP tuyen
tren; Dua ra cac thong tin sai lech.


ix

Nguyen nhan tu phia Nha nuac\ Sir cham tre trong viec ban hanh khung phap

ly; Muc phat edn thap; Nang lire cua doi ngu quan ly edn han che.

Chirong 3: Dinh hirong va mot so giai phap ve BHDC cua cac DNNN d Viet
Nam den nam 2015, tarn nhin 2020
Tren co so nhan dinh co hoi va thach thuc doi vdi hoat dong BHDC, cung

viec de ra dinh hudng phat trien, ket hop vdi viec danh gia ton tai va nguyen nhan
cua cac ton tai d chuong 2, chuong 3 da de ra dinh huong va cac giai phap nham

phat trien hoat dong BHDC cua cac DNNN d Viet Nam den nam 2015, tarn nhin
2020.

Co hoi dupe nhin nhan cho cac DNNN BHDC tai Viet Nam trong thdi gian

tdi the hien d: thi truong con nhieu tiem nang phat trien, thu nhap nguoi dan du bao
tang cao, nhu cau viec lam gia tang, chinh sach bao ve cac doanh nghiep BHDC

chan chinh cua Nha nude. Ben canh nhung co hoi la nhung thach thuc ldn nhu niem

tin cua nguoi tieu dung vao doanh nghiep BHDC chua cd co hoi dupe cai thien va
van de ve nang luc quan ly hoat dong BHDC cua co quan chuc nang, cung nhu kha
nang gia tang canh tranh trong tuong lai.

Hudng phat trien hoat dong BHDC cua cac DNNN trong thdi gian tdi la phat
trien md rong hoat dong BHDC theo hudng phu hop va hieu qua hon, tuan thu

nghiem chinh cac quy dinh cua phap luat ve quan ly hoat dong ban hang da cap tren
ca 2 phuong dien la phia doanh nghiep va phia NPP.

Tu do luan van dua ra cac giai phap phat trien hoat dong BHDC cua cac
DNNN den nam 2015, tarn nhin 2020. Cac giai phap nay dupe ap dung vdi 2 doi

tupng chinh la doanh nghiep va NPP

Gidi phap tic phia doanh nghiep nude ngoai gom cd: Quan ly chat che hon
viec tham gia cac khoa dao tao do doanh nghiep to chuc cua cac NPP; Da dang hoa

noi dung huan luyen cua cac khoa dao tao; Nhanh chong cai thien khau cung cap
san pham cho cac NPP; Can phai cd co che kiem soat dieu kien tham gia lam NPP

phap luat va nguyen tac ung xu cua doanh nghiep.
Gidi phap ticphia NPP: Nang cao nhan thuc ve phuong thuc BHDC; Tham

gia day du cac khoa dao tao do doanh nghiep BHDC to chuc; Dam bao thong tin


truyen dat xuong cac NPP tuyen dudi day du, chinh xac.

Ben canh do luan van cung de xuat mot so kien nghi doi vdi co quan quan ly

nha nudc nham phat trien hoat dong BHDC tai Viet Nam trong thdi gian tdi gom co:

Kiem soat chat che hon viec dang ky kinh doanh va hoat dong kinh doanh sau dang
ky cua cac doanh nghiep BHDC; Dieu chinh che tai xu phat doi vdi cac doanh nghiep
to chuc BHDC co hanh vi vi pham phap luat; Nang cao kha nang quan ly hoat dong

BHDC do cac doanh nghiep to chuc cua doi ngu can bo chuyen trach.


JI

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BUITHILANH

BAN HANG DA CAP
CUA CAC DOANH NGHIEP NlrfC NGOAI TAI VIET NAM

CHUYfiN NGANH: QUAN TRI KINH DOANH
(QUAN TRI KINH DOANH QU(5c rf)

LUAN VAN THAC SY QUAN TRI HNH DOANH
N gifdi hitdng dan khoa hoc: PGS. TS NGUYfiN THI HVClNG

HA NQI-2011


1

MO DAU
1. TINH CAP THIET CUA DE TAI

Qua trinh san xuat kinh doanh cua mot doanh nghiep bao gom nhieu cong
doan: tu nhap nguyen vat lieu, thue nhan cong, to chuc san xuat den cung ung san

pham den tay nguoi tieu dung. De cung ung san pham den tay nguoi tieu dung cudi
cung, cac doanh nghiep hien nay co hai phuong an de lua chon. Doanh nghiep co
the cung ung san pham cua minh qua mot he thong cac dai ly trung gian roi tu

nhung dai ly nay san pham se dupe van chuyen den nguoi tieu dung cuoi cung, day
cd the coi la mot hinh thuc phan phoi gian tiep. Ben canh do doanh nghiep cd the

phan phoi san pham den nguoi tieu dung theo kenh phan phoi true tiep ma hien nay
nguoi ta goi la hinh thuc ban hang da cap (multi level marketing).
Trong nen kinh te hien dai, van de phan phoi cd y nghTa het sue quan trong.
Cuoc canh tranh gianh thi truong dang tro nen khoc liet hon bao gio het. Va thuc te
la cac nha san xuat phai chi ngay cang nhieu cho quang cao tiep thi tang khong the

dam bao kha nang tieu thu san pham se tang theo. Vdi sd luong cac kenh truyen

thong true tuyen ngay cang nhieu nhu hien nay, nguoi tieu dung cd xu hudng bi mat
dinh hudng do qua tai thong tin. Va nhu vay cac nha san xuat rat kho kiem soat

dupe tinh hieu qua cua cong cu quang cao tiep thi truyen thong. Nganh ban hang da
cap ra ddi nhu mot giai phap phan phoi moi, giup dua hang den nguoi tieu dung
nhanh hon, hieu qua hon va cd loi hon vdi gia thap hon nhieu.

Ban hang da cap la mot thuat ngu dung de chi mot phuong thuc ban hang

true tiep trong do viec luu hanh, ban va phan phoi san pham (noi mot each don gian
la tieu thu san pham) dupe thuc hien qua mot co cau nhieu tang bao gom nhung ca
nhan rieng biet hoat dong doc lap. Ban hang theo mang lap len mot he thong ma

trong do cong ty - nha san xuat truyen ba san pham hoac dich vu cua minh thdng

qua mang ludi nhung nha phan phoi doc lap, va khi tham gia ho tu ket noi vdi

2

nhung nha phan phdi khac. He thong nay cho phep cong ty tang lien tuc nhu cau dat

hang va kha nang dau tu nhieu hon cho nha san xuat, bdi vi ban hang theo mang
cho phep giam thieu toi da nhtrng chi phi cho quang cao, nha phan phdi thu loi
nhuan on dinh, su tu do ve tai chinh, tu do ca nhan va co kha nang phat trien tiem

nang sang tao cua minh. Cac nha phan phdi vien khdng phai lo lang ve viec giam
bien che, khdng phai khep nep vdi cap tren va khdng bi anh hudng cua khung hoang

kinh te, chinh tri. Ho tu lap thdi khoa bieu cong viec, tu dinh muc thu nhap thong
qua su cd gang lam viec, tu nghi phep va khdng bao gid so bi mat viec.

Nam 1934 lan dau tien phuong thuc ban hang true tiep nay dupe cong ty
Nutrilite Product su dung tai My, va sau do hinh thuc nay duoc ap dung d nhieu tap
doan ldn nhu AMWAY (American Way Corporation), AVON... Ngay nay hinh

thuc nay da trd len pho bien d nhieu quoc gia tren the gidi. Nam 2007 d My cd tren

15 trieu ngudi tham gia ban hang da cap, d Han Quoc la tren 3 trieu ngudi, d Nga
khoang 3,4 trieu ngudi, va Dai Loan cd tren 4,5 trieu ngudi. Phuong thuc ban hang

da cap da du nhap vao Viet Nam tir cuoi nhung nam 90 va phat trien nhanh chong.

Den cuoi nam 2010, d Viet Nam cd khoang 32 doanh nghiep ban hang da cap vdi
khoang 700.000 nha phan phdi.

Ban hang da cap ngay cang phat trien rong rai, duoc nhieu ngudi ap dung

dong thdi cung khdng it ngudi phan doi. Mot trong nhung nguyen nhan dan den

nghi ngd hay phan doi chinh la dua tren su nham lan giua ban hang da cap, hinh

thuc phan phdi hang hoa hop phap vdi mo hinh hinh thap ao (trong luat canh tranh
goi la: ban hang da cap bat chinh) la mo hinh lua dao dang bi cam d tat ca cac nude

tren the gidi, ma rat nhieu doanh nghiep da loi dung de tien hanh kinh doanh phi
phap, thu loi nhuan khdng lo, anh hudng true tiep den quyen loi ngudi tieu dung,

tac dong den hoat dong cua cac doanh nghiep ban hang da cap chan chinh.
Trong xu the hoi nhap, se cd nhieu doanh nghiep nude ngoai tham gia ban

hang da cap tai Viet Nam theo cam ket md rong thi trudng ban le cua Viet Nam khi
gia nhap WTO. Nham hieu rd ban chat va dua ra cac giai phap giup cho hoat dong


3

ban hang da cap cua cac doanh nghiep nude ngoai hien nay phat trien tot hon, tac

gia da chon de tai: “Ban hang da cap cua cac doanh nghiep more ngoai” lam de

tai luan van thac sy Quan tri kinh doanh.

2. TINH HINH NGHIEN C(l
Mac du phuong thuc kinh doanh da cap xuat hien tren the gidi tir thap ky
trudc, va du nhap vao Viet Nam tir nam 1998 nhung doi vdi nhieu ngudi thi day
van la mot phuong thuc kinh doanh mdi. Va hien nay, cd rat it cong trinh nghien

cuu ve van de nay. Dudi day la mot so cong trinh nghien cuu, phan tich, danh gia

cac noi dung khac nhau ve ban hang da cap tai Viet Nam:
• Nghien cuu: “Kinh doanh truyen tieu da cap a Viet Nam va nhung van de

dat ra” - Tap chi Kinh te va Phat trien, so 80/2004 - Tr.21-22, tac gia PGS.TS
Nguyen Thira Loc. Nghien cuu da dua ra duoc thuc chat cua kinh doanh truyen tieu
da cap va nhung van de dat ra doi vdi kinh doanh truyen tieu da cap d Viet Nam.

Tac gia da su dung thuat ngtr kinh doanh truyen tieu da cap thay cho ban
hang da cap, trong bai nghien cuu da dua ra khai niem va nhung dau hieu phan biet
vdi kinh doanh truyen tieu da cap bat chinh. Thdi gian nghien cuu cua tac gia la khi

Bo Thuong mai dang soan thao quy dinh phap luat ve van de lien quan toi hoat

dong ban hang da cap, nen trong bai nghien cuu, tac gia da dua ra mot so bien phap
dung d giac do co quan quan ly de kiem soat hoat dong nay.
• De tai nghien cuu: “Quan ly ban hang da cap tai Viet Nam” tac gia: Cao

Xuan Nhat - sinh vien trudng Dai hoc Kinh te, Dai hoc Quoc gia Ha Noi, giao vien

hudng dan: GS.TS Bui Huy Khoat - Dat giai Nhi NCKH sinh vien cap trudng nam
2006-2007.

Tac gia tap trung lam rd tinh dung dan, hop phap va tien nang phat trien cua

phuong thuc kinh doanh ban hang da cap d Viet Nam, cung vdi chi ra kho khan

vudng mac trong viec quan ly phuong thuc nay de dua ra mot so kien nghi, de xuat

ve mat quan ly Nha nude.


4

• Nghien cuu: ’’"Giai phap kiem soat hoat dong Marketing da cap bat chinh

tai Viet Nam’’’ - Tap chi Kinh te doi ngoai, so 40/thang 1- 2010, tac gia PGS.TS
Pham Thu Huong.

Trong bai nghien cuu nay, tac gia su dung thuat ngu Marketing da cap thay
cho thuat ngu ban hang da cap. Tac gia tap trung phan tich mot so nguyen nhan co
ban cua hoat dong marketing da cap roi de xuat mot so giai phap nham chan chinh
hoat dong marketing da cap bat chinh tai Viet Nam.

Ke thua nhung thanh tuu khoa hoc da dat dune, va gidi han pham vi nghien
cuu cua de tai, luan van se dung tren mot goc do nghien cuu khac, la goc tir phia cac

doanh nghiep to chuc hoat dong ban hang da cap de trinh bay mot each cd he thong
va chuyen sau ve van de ban hang da cap cua cac doanh nghiep nuoc ngoai d Viet

Nam - danh gia thuc trang hoat dong ban hang da cap, nguyen nhan cua nhung ton

tai nham dua ra giai phap de phat trien hoat dong ban hang da cap cua cac doanh
nghiep nude ngoai tai Viet Nam den nam 2015, tarn nhin 2020.

3. MUC
VU
• DICH VA NHIEM
•

• NGHIEN ClfU

3.1 Muc dich nghien cuu
Nghien cuu thuc trang ban hang da cap cua cac doanh nghiep nude ngoai tai

Viet Nam tu nam 1998 den 2010, danh gia uu diem, ton tai va nguyen nhan cac ton

tai do, tren co sd do de xuat dinh hudng va mot so giai phap nham phat trien hoat
dong ban hang da cap cua cac doanh nghiep nude ngoai tai Viet Nam den nam

2015, tarn nhin 2020.
3.2 Nhiem vu nghien cihi

Nham dat dune nhung muc dich da neu d tren, luan van can phai di lam ro
nhung van de sau:

De dat duoc muc dich tren, bai viet can thuc hien cac nhiem vu sau day:

•

He thong hoa co sd ly luan ve ban hang da cap: Khai niem, dac trung, vai

tro, cac cong viec va mo hinh tra thudng trong ban hang da cap; Cac nhan to