Phát triển hoạt động marketing quốc tế nhằm đẩy mạnh xuất khẩu nông sản việt nam sang thị trường hoa kỳ

BO• GIAO DUC
VA DAO TAO
•
•
TRUING DAI HOC KITH TE QUOC DAN
05 EQ

NGUYEN THU QUYNH

PHAT TRIEN HOAT DONG MARKETING QUOC TE
nhAm DAY MANH XUAT KHAU NONG SAN
VIET NAM SANG THI TRUONG HOA KY
■

Chuyen nganhr.

KINH TE o6i

Ma so.

60.31.07

NGOAI

DAI HOC KTQD

TRUNG T-A-MjC
THONG TIN THU VIEW

. -4 6 TH

LUAN VAN THAC ST KINH
•

•

TE*

dan khoa hfie:

TS. NGUYEN THUdNG LANG

Hu NToi
- 2003
9


LOI CAM ON
Sau mot thoi gian hoc tap va nghien cuu, duoc phep cua Bo Giao due va
Dao tao, truong dai hoc Kinh te quoc dan va dudi su hudng dan cua cac thay co
giao, luan van vdi de tai “Phat trien hoat dong marketing quoc te nham day
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manh xuat khau nong san Viet Nam sang thi truong Hoa Ky” da duoc hoan

thanh. Trong qua tr'inh nghien cuu va hoan thanh luan van, toi luon nhan duoc
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su giup do, dong vien cua cac thay co giao, dong nghiep, gia dinh, ban be.
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Cho phep toi duoc bay to su cam on tran trong nhat doi vdi thay giao TS.

Nguyen Thuong Lang, nguoi da tan tinh hudng dan, giup do toi hoan thanh luan van.
Toi xin cam on cac thay co giao cua Khoa Kinh te va Kinh doanh quoc te,

Khoa Sau Dai hoc, truong dai hoc Kinh te quoc dan, cam on cac giang vien, can
bo cua truong dai hoc Thuong mai, cac can bo cua Tong Cong ty ca phe Viet
Nam, Tong Cong ty xuat nhap khau nong san va thuc pham che bien da giup do

toi hoan thanh luan van nay.
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Cuoi cung, toi xin cam on gia dinh va dong nghiep da dong vien va giup do
tich cuc trong qua trinh thuc hien luan van.


i

MUC

• LUC
•
Muc luc.......................................................................................................................... i

Danh muc cac chu’ viet tat......................................................................................... i
Danh muc cac bang.................................................................................................. iii

Danh muc cac khung................................................................................................ iii
Danh muc cac hinh....................................................................................................iii

LOI MO DAU.............................................................................................................. 1
MOT
• SO VAN DE LY LUAN
• OO BAN VE HOAT
• DONG
•
MARKETING QUOC TE........................................................................................ 4

CHUONG 1 -

1.1.

Khai quat ve marketing quoc te.................................................................. 4

1. i.i.

Khai niem va vai tro...........................................................................................4

1.1.2.

Cac hoat dong marketing quoc te...................................................................... 8

1.1.3.

Nhung nhan to snh hudng den hoat dong marketing quoc te.................25

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1.2.

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Su’ c an thiet phai tang c u’dng h oat dong marketing quoc te doi v o’i

xuat khau nong san Viet Nam sang thi trudng Hoa Ky.................................. 26
1.2.1.

Dac diem hang nong san....................................................................................26

i .2.2.

Thuc tien xuat khau nong san Viet Nam sang Hoa Ky.............................. 27

1.2.3.

Nang luc xuat khau nong ssn cua Viet Nam................................................27

1.3.

Kinh nghiem thcc hien hoat dong marketing quoc te thuc day xuat

khau nong san mot so nudc tren the gidi........................................................... 277
i .3.i.

Kinh nghiem Thai Lan....................................................................................... 27

i .3.2.

Kinh nghiem Trung Quoc................................................................................. 28

1.3.3.

Kinh nghiem Brazii............................................................................................. 29

i .3.4.

Bai hoc doi vdi cac doanh nghiep Viet Nam................................................ 29

THUC
TRANG
HOAT
MARKETING QUOC TE
•
•
• DONG
•

THUC DAY XUAT KHAU HANG NONG SAN VIET
• NAM SANG THI•

CHUONG 2 -

TRUONG HOA KY..................................................................................

30

Tong quan thi trudng nong san Hoa Ky....................................

30

2.1.
2.1.1.

Moi trudng kinh te, chinh tri - luat phap va van hoa.................................30

2. i .2.

Tinh hinh ssn xuat nong ssn............................................................................ 32

2.1.3.

Chinh sach nhap khau nong ssn.....................................................................332


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2.2. Tinh hinh xuUt khau nong san Viet Nam sang Hoa Ky tir nam 1994

den nay...................................................................................................................... 337
2.2. i.

Khai quat quan he thuong mai Viet Nam - Hoa Ky.................................. 337

2.2.2.

Tinh hinh xuat khau nong san Viet Nam sang Hoa Ky........................... 338

2.3. Hoat dong mankhting quUc te nham thic dau x uat khau nhng shin Viet

Nnm snns Han Ky..................................................................................................... 40
2.3.1.

Nghien cuu moi truong kinh doanh o Hoa Ky...........................................40

2.3.2.

Tinh hinh trien khai cac chinh sach marketing tren thi truong Hoa Ky43

2.4.

Haar dnns mnrktrins quCc te o mfo sC danni nsiiep uuat hiuu nnns

snn Viet Nnm............................................................................................................ 56
2.4.1.

Tong Cong ty ca phe Viet Nam - VINACAFE.......................................... 56

2.4.2.

Tong Cong ty xuat nhap khau nong san va thuc pham che bien -

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Vinafimex............................................................................................................................ 61

2.5.

Dani siC tini Uini tiuc iien cac iaat dnng mnrkttins quCc te day

mani uuat kiuu nnns snn Viet Nnm snng tii trubns Han Ky..................... 66
2.5.1.

Nhung kht qua dat duoc................................................................................... 66

2.5.2.

Han che..................................................................................................................67

2.5.3.

Nguyen nhan........................................................................................................ 68

CHtfONG 3-

MOT SO GIAI PHAP PHAT TRIEN HOAT DONG

MARKETING QUOC TE NHAM DAY MANH XUAT KHAU NONG SAN

VIET
• NAM SANG THI• TRUONG HOA KY TRONG THO1 GIAN t6i. 70
3.9. Trien vonn xuUt khiu nhnh san Viet
vao t hi t ru’frnn HHa Kv .. . 7 7
3.1.1.

Dinh huong xuat khau nong san Viet Nam.................................................. 70

3.1.2.

Thai co vV thach thuc doi voi xuat khau nong san Viet Nmoi sang thi

truong Hoa Ky..................................................................................................................... 72

3.1.3.

Tiem nang xuat khau nong san Viet Nam sang Hoa Ky......................... 74

3.2. Cac giai pPip cti yyu................................................................................... 76
3.2.1.

Cac giai phap day manh hoat dong nghien cuu moi truong kinh doanh

Hoa Ky ................................................................................................................................. 76
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3.2.2. Giai phap ve cac chinh sach marketing tren thi truong xuat khau........ 79
3.2.3.

Giai phap phat trien nguon nhan lhc marketing.......................................... 94


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3.3.

Kien nghi doi vdi Chink phu....................................................................... 95
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3.3.1.

Nang cao nang luc canh tranh cua nong san xuat khau Viet Nam....... 95

3.3.2.

Day nhanh tien trinh Viet Nam gia nhap WTO.......................................... 96

3.3.3.

Day manh hoat dong xuc tien thuong mai................................................... 96

3.3.4.

Phat huy vai tro cua cac hiep hoi nong san.................................................. 99

KET LUAN.............................................................................................................. 100

DANH MUC
• TAI LIEU
• THAM KHAO........................................................... 101
PHU• LUC
•


DANH MUC CAC CHC VIET TAT

Nghia day du

Chu viet tat
Tieng Anh
AFTA

Tieng Viet
Khu vuc mau dich tu do

ASEAN Free Trade Area

ASEAN
APEC

Asia

-

Economic Dien dan Hop tac kinh te Chau

Pacific

A - Thai B'rnh Duong

Cooperation
APHIS

Animal

Health Co quan giam dinh dong, thuc

Plant

and

Inspection Service

ASEAN

vat Hoa Ky

Association of the Southeast Hiep hoi cac quoc gia Dong

Nam A

Asian Nations
ASTA

Trade Hiep hoi mau dich hang gia vi

Spices

American

Hoa Ky

Association

CIEM

Central Institute for Economic Vien Nghien cUu quan ly kinh
r

Management

te trung uong

Cost, Insurance, Freight

Tien hang, bao hiem va cube

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A

CIF

phi

EPA

Environmental

Protection

Uy ban bao ve moi trubng

Agency
EU

European Union

Lien minh chau Au

FDA

Food and Drug Administration

Co quan quan ly thuc pham va
duoc pham

FDCA

Federal

Food,

Drug

and Luat Thuc pham, duoc pham

Cosmetic Act

va hoa my pham lien bang

FOB

Free on Board

Giao tren tau

FWS

Fish and Wildlife Service

Co quan ca va dong vat hoang
da

ISO

International
Organization

Standard

rp A

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1

A

A

. A

To chuc Tieu chuan quoc te


NghTa day dii

Chir viet tat

Tieng Anh
GATT

Tieng Viet

General Agreement on Trade Thoa thuan chung ve thuong
r

and Tariff

mai va thue quan

GDP

Gross Domestic Product

Tong san pham quoc noi

GMP

Good Manufacturing Practices

Thuc tien san xuat tot

GSP

Generalized

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of He thong uu dai thue quan pho

System

Preferences

cap
7

HACCP

Hazard Analysis and Critical Nguyen tac phan tich va xac
Control Point

dinh cac nguy co va diem
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kiem soat toi han
L/C

Letter of Credit

MFN

Most Favoured Nation

UNCITRAL

United Nations Commission on Uy ban ve luat thuong mai

Thu tin dung
1
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Quy che Toi hue quoc
rT''

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International Trade Law

quoc te cua Lien hiep quoc

USA

United State of America

Hop chung quoc Hoa Ky

USD

US dollar

Do la My

USDA

US Department of Agriculture

Bo Nong nghiep Hoa Ky

VCCI

Vietnam

of Phong Thuong mai va Cong

Chamber

Commerce and Industry
VINACAFE

Vietnam

National

nghiep Viet Nam
Coffee Tong Cong ty ca phe Viet

Corporation

Nam

VINAFIMEX Vietnam National Agricultural Tong Cong ty xuat nhap khau
Products and Foodstuffs Import nong san va thuc pham che
- Export Corporation

bien

World Trade Organization

To chuc thuong mai the gidi

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WTO

-


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DANH MUC CAC BANG
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Bang 1-1: Sir khac nhau giua marketing quoc gia va marketing quoc te............... 5
Bang 1-2: Cac phuong thuc tham nhap thi truong..................................................... 14

Bang 2-1: Xuat khau ca phe Viet Nam sang Hoa Ky................................................44
Bang 2-2: Xuat khau rau qua sang Hoa Ky................................................................. 45

Bang 2-3: Co cau hat dieu xuat khau cua Vinafimex................................................ 63

Bang 3-1: Thue suat MFN doi vdi nong san nhap khau........................................... 85
Bang 3-2: Danh gia nha phan phoi................................................................................ 90

DANH MUC CAC KHUNG
Khung 2-1: Thuy san Viet Nam bi dung ban b 3 bang cua Hoa Ky..................... 41
Khung 2-2: Xuat khau tom sang Hoa Ky - Nang noi lo ve tien ky quy............... 48

Khung 2-3: Hoa Ky tang thue chong ban pha gia vdi tom Viet Nam...................49
Khung 3-1: Cac thong tin can cung cap cho APHIS................................................. 82

Khung 3-2: Quy trinh kiem tra chat lupng thuc pham HACCP............................. 83
Khung 3-3: Quy dinh ve ky quy doi vdi nhap khau tom.......................................... 87

Khung 3-4: Phan doan thi truong Hoa Ky................................................................... 88

DANH MUC CAC HINH
Hinh 3-1: Xay dung khung gia xuat khau cho san pham......................................... 86
Hinh 3-2: Quy trinh chon nha phan phoi..................................................................... 91


1

LOT MO DAU
1. Tinh cap thiet cua de tai

Nong san la mot trong nhung mat hang xuat khau chien luoc cua Viet Nam
hien nay. Tam quan trong cua no the hien ca tren linh vuc kinh te va xa hoi.
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Xuat khau nong san mang lai kim ngach xuat khau lon, dong nghia voi viec tao

nguon thu ngoai te dang ke. Dong thoi, xuat khau nong san con thu hut mot

luong lon lao dong, dac biet la lao dong nhan roi, nang cao doi song dan cu, gop
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phan tao su on dinh xa hoi.
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Trong nhung nam gan day, xuat khau nong san Viet Nam dat toc do tang
truong cao voi quy mo thi truong duoc mo rong. Tuy nhien, thi truong xuat

khau chinh van la nhung nuoc dang va cham phat trien nhu cac nuoc Chau Phi.
Con doi voi cac thi truong phat trien nhu Hoa Ky, EU... nong san Viet Nam

moi tiep can o quy mo nho trong khi nhu cau ve nong san o cac nuoc nay rat
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lon. Xuat khau nong san vao Hoa Ky con gap rat nhieu kho khan do he thong
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phap luat phuc tap, canh tranh gay gat tu nhieu nha cung ung tren the gioi va
dac biet, Hoa Ky ngay cang su dung triet de chinh sach bao ho san xuat trong

nuoc duoi cac hinh thuc thue chong ban pha gia, yeu cau ky quy, quy dinh khat
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khe ve tieu chuan ve sinh, gay thiet hai khong nho cho cac doanh nghiep Viet
Nam... Do do, viec danh gia dung hien trang cac hoat dong marketing quoc te
doi voi hang nong san Viet Nam xuat khau sang thi truong Hoa Ky, tu do co

nhung giai phap huu hieu nham day manh xuat khau nong san Viet Nam sang

Hoa Ky la het suc cap thiet. De gop phan giai quyet van de tren, de tai “Phat
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trien hoat dong marketing quoc te nham day manh xuat khau nong san Viet
Nam sang thi trudng Hoa Ky” duoc chon de nghien cuu.
2. Muc dich nghien cuu
Tren co so danh gia thuc trang viec thuc hien cac hoat dong marketing
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quoc te phuc vu xuat khau nong san Viet Nam thoi gian qua va phan tich thi
truong Hoa Ky, de tai de xuat cac giai phap phat trien cac hoat dong marketing
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quoc te nham day manh xuat khau hang nong san Viet Nam sang thi truong Hoa

Ky thoi gian toi.


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3. Doi tuong va pham vi nghien cuu
Doi tuong nghien cuu cua de tai la nhung yeu to cau thanh hoat dong
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marketing quoc te nham day manh xuat khau nong san Viet Nam sang thi truong

Hoa Ky, bao gom: Phan tich moi trudng kinh doanh, lira chon phuong thuc tham

nhap thi trudng va trien khai cac chinh sach marketing.
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Pham vi nghien cuu: Be tai nghien cuu cac hoat dong marketing quoc te
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nham day manh xuat khau cac mat hang nong san chu yeu cua Viet Nam nhu

thuy san, ca phe, hat dieu, rau qua sang thi trudng Hoa Ky tir nam 1994 den nay.

4. Tinh hinh nghien cuu de tai
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Hien nay, ve xuat khau sang thi trudng Hoa Ky, da co mot so sach tham

khao va cong trinh nghien cuu nhu:

Nguyen Bach Khoa, “Chinh sach thuong mai va marketing quoc te cac

san pham nong nghiep Viet Nam”, NXB Thong ke, 2004: cung cap cac thong tin
ve chinh sach thuong mai va marketing quoc te nham thuc day xuat khau nong

san Viet Nam ra thi trudng quoc te, trong do cd thi trudng Hoa Ky...

Ho Sy Hung, Nguyen Viet Hung, “Cam nang ve xam nhap thi trudng
My”, NXB Thong ke, 2003: khai quat nhung dac diem chung nhat ve thi trudng

Hoa Ky va each thuc tham nhap thi trudng nay co hieu qua nhat.
Nguyen Thi Mo, “Tim hieu ve chinh sach xuat nhap khau cua Hoa Ky

va nhung bien phap thuc day xuat khau hang hoa cua Viet Nam sang thi trudng
Hoa Ky sau khi Hiep dinh Thuong mai Viet Nam - Hoa Ky co hieu lire”, Trung

tarn thong tin thuong mai, Bo Thuong mai, 2002: De tai neu ro nhung quy dinh

cua Hoa Ky doi vdi hang hoa nhap khau va de xuat nhung giai phap thuc day

xuat khau hang hoa Viet Nam phu hop vdi chinh sach nhap khau cua Hoa Ky.
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Tuy nhien, chua cd cong trinh nghien cuu chuyen sau va true tiep nao ve
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cac hoat dong marketing quoc te nham day manh xuat khau nong san Viet Nam

sang thi trudng Hoa Ky.

5. Phuong phap nghien cuu
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Luan van su dung tong hop cac phuong phap nghien cuu bao gom phuong

phap duy vat bien chung va duy vat lich su, phuong phap thong ke, phan tich va

tong hop...


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6. Nhung dong gop cua luan van
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He thong hoa nhung van de ly luan ve marketing quoc te, tong ket kinh
nghiem thuc hien hoat dong marketing quoc te cua mot so nude nham thuc day

xuat khau nong san sang thi truong Hoa Ky.
Danh gia thuc trang hoat dong marketing quoc te thuc day xuat khau

hang nong san Viet Nam sang thi truong Hoa Ky, nhung thanh cong va han che

cua qua trinh thuc hien hoat dong marketing quoc te.
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De xuat cac giai phap phat trien hoat dong marketing quoc te nham day
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manh xuat khau nong san Viet Nam sang thi truong Hoa Ky trong thoi gian toi.

7. Ket cau luan van
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Ngoai phan mb dau, ket luan, muc luc, danh muc tai lieu tham khao, phu

luc, luan van dupe trinh bay trong 3 chuong.
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Chuang I: Mot so van de ly luan co ban ve hoat dong marketing quoc te
Chuorng II: Thuc trang hoat dong marketing quoc te thuc day xuat khau

hang nong san Viet Nam sang thi truong Hoa Ky

Chuang III: Mot so giai phap phat trien hoat dong marketing quoc te nham
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day manh xuat khau nong san Viet Nam sang thi truong Hoa Ky trong thoi gian toi


4

CHlTONG 1 - MOT

SO VAN DE LY LUAN
CO BAN VE HOAT
•
•
•
DQNG MARKETING QUOC TE
1.1. Khai quat ve marketing quoc te

1.1.1. Khdi niem va vai tro
1.1.1.1. Khdi niem
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Marketing ra doi each day hang tram nam nhung tu nhung nam 80 den nay,
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noi dung cua no da co nhieu thay doi theo hudng mb rong hon. Marketing

khong chi phat trien trong linh vuc kinh doanh nhu marketing thuong mai,
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marketing quoc te, marketing xuat khau... ma con phat trien b nhung linh vuc
khac nhu giao due, y te... Ngay nay, marketing la mot linh vuc hoat dong mang
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tinh dai chung, dupe thuc hien d hau het cac nuoc co nen kinh te thi truong va
tro thanh mot tieu chuan de phan biet nen kinh te ke hoach hoa voi nen kinh te
thi truong.
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Cho den nay, co nhieu khai niem ve marketing, trong do co mot so khai

niem thuong dupe sir dung.

Hiep hoi Marketing Hoa Ky dinh nghia marketing la tien trinh hoach dinh
ke hoach va thuc hien su sang tao, dinh gia, xue tien va phan phoi nhung y

tubng hang hoa va dich vu de tao ra su thay doi va thoa man nhung muc tieu cua
ca nhan va to chuc.

Philip Kortler dinh nghia marketing la mot dang hoat dong cua con ngubi
nham thoa man nhung nhu cau va mong muon cua ho thong qua trao doi.
Quy trinh marketing bat dau bang viec chon thi truong xuat khau, nghien

cuu moi truong kinh doanh, chon phuong thuc tham nhap thi truong, xay dung,

trien khai va danh gia hieu qua cac chinh sach marketing tren thi truong...

Theo pham vi hoat dong, marketing dupe chia thanh marketing quoc gia va
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marketing quoc te.
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Marketing quoc gia lien quan den viec thuc hien mot loat cac cong cu co

the kiem soat dupe nhu san pham, gia ca, quang cao, phan phoi trong moi
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truong dac trung bdi co cau kinh te, doi thu canh tranh, gia tri van hoa va he
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thong luat phap trong pham vi mot quoc gia.


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Marketing quoc te co the dupe hieu theo nhieu each khac nhau. Theo

Phillip R.Cateora va John L.Graham, marketing quoc te la mot hoat dong kinh
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doanh bao gom viec lap ke hoach, xue tien va quyet dinh gia nhung hang hoa va

dich vu de thoa man nhung mong muon cua cac trung gian va ngudi tieu dung
tai hon mot quoc gia. Con theo Dahringer, marketing quoc te la su ap dung cung

mot marketing hon hop tren hon mot thi truong quoc gia.
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Nhu vay, 6 khia canh chung nhat marketing quoc te la hoat dong marketing

co pham vi ap dung vuqt khdi bien giai mot quoc gia.
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Marketing quoc gia va marketing quoc te co sir giong nhau ve nguyen tac,
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quy trinh va noi dung co ban. Su khac biet co ban giua chung la ve pham vi va

moi truong ma d do doanh nghiep ap dung chung. Marketing quoc te phai tinh
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den tinh da dang cua cac dieu kien thi truong ben ngoai, su can thiep cua chinh
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quyen so tai va nhung kien thuc dac thu ve ky thuat marketing, su hieu biet ve
moi truong ben ngoai, kha nang giam thieu rui ro...

Bang 1-1: Su' khac nhau giua marketing quoc gia va marketing quoc te
Marketing quoc gia
Pham
vi
hoat dong
Chu the

Marketing quoc te

Trong bien gidi quoc gia

Vupt khdi bien gidi mot quoc
gia
Ngudi mua va ngudi ban thudng Ngudi mua va ngudi ban cd
cd cimg quoc tich
quoc tich khac nhau
Khach the Hang hoa va dich vu dupe giao Hang hoa va Z dich vu cd quaX
dich trong pham vi bien gidi trinh phan phoi dai hon ca ve
quoc gia
khong gian 7 va thoiZ gian.
Vong
Z
ddi san pham quoc te thudng
keo dai hon so vdi vong ddi san
pham quoc gia
Tai chinh
Lien quan den giao dich bang Lien quan den giao dich bang
noi te
ngoai te doi vdi it nhat mot ben
Nguon: Tong ket cua tac gid
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Ban chat cua marketing quoc te la mot trang thai can bang giua nhung thay
doi cua cac yeu to moi truong ben ngoai vdi cac chinh sach marketing hon hop
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cua doanh nghiep tren thi truong xuat khau. Nha quan tri marketing quoc te cd
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nhiem vu he thong hoa va thi hanh cac chinh sach marketing nham tang sir thich

ung cua doanh nghiep vdi thi truong va moi truong tren pham vi quoc te de dat


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e

muc tieu de ra. Chinh vi vay, cac doanh nghiep xuat khau phai dua ra cac giai

phap ve marketing bao gom danh gia va lua chon thi trudng xuat khau, xac dinh
phuong thuc hoat dong thich hop va xac lap cac chinh sach marketing cua doanh
nghiep tren thi truong xuat khau. Do do, nhiem vu cua ngudi lam marketing
r

r

r

quoc te kho khan hon so vdi nhiem vu cua ngudi lam marketing quoc gia bdi ho

phai quan tarn den it nhat hai cap do rui ro khong kiem soat duoc la moi trudng
e

r

r

vi mo va moi trudng nganh khong chi trong nude ma ca quoc te.

Neu xem xet pham vi hoat dong cua doanh nghiep tren thi trudng quoc te
thi marketing quoc te co cac muc do khac nhau. Do la marketing xuat khau,
r

r

\

marketing quoc te va marketing toan cau.
7

r

z

Marketing xuat khau gan vdi hoat dong ban hang hoa hoac dich vu cua
doanh nghiep qua bien gidi cua mot quoc gia. Marketing xuat khau la giai doan
r

r

a

,

dau cua qua trinh tim kiem va khai thac cac co hoi tren thi trudng quoc te.
r

p

r

Marketing quoc te la hoat dong marketing dien ra tai hon mot quoc gia,

chiu anh hudng cua ca nhung yeu to nam ngoai thi trudng noi hang hoa hoac
dich vu dupe ban. Marketing quoc te gan vdi hoat dong cua doanh nghiep nham
khai thac cac co hoi marketing, tao dung va duy tri lau dai uy tin doanh nghiep

va san pham tai thi trudng nude ngoai. Marketing quoc te quan tarn den ca
ngudi tieu dung va nhung bien doi cua moi trudng ben ngoai doanh nghiep.

Marketing toan cau chi hoat dong cua doanh nghiep nam bat va khai thac cac

co hoi marketing tren pham vi toan cau nham dat dupe lpi the canh tranh toan cau.

1.1.1.2. Vaitro
r

r

r

Marketing quoc te dong vai tro ngay cang quan trong doi vdi cac doanh

nghiep xuat khau noi rieng va toan bo nen san xuat noi chung.
r

r

r

a

Marketing quoc te thoa man nhu cau cua ngudi tieu dung tot han do nd xac

dinh chinh xac nhu cau cua thi trudng, giup doanh nghiep dinh hudng san xuat,
r
't
z
cung cap dung san pham vao thdi diem can thiet. Ngoai ra, hoat dong marketing
7

r

r

r

a

a

a

quoc te cung cap cho doanh nghiep nhung thong tin huu ich ve nhu cau cua ngudi
tieu dung, gop phan nang cao chat lupng va da dang hoa mau ma san pham.
Marketing gop phan thuc day nen san xuat quoc te phat trien do khai thac

va su dung hop ly cac nguon tai nguyen, giam thieu cac chi phi khong can thiet.


7
r

r

r

r

Marketing quoc te giup doanh nghiep tang kha nang canh tranh quoc te.
r

r

r

Can cu vao nhung thong tin do hoat dong marketing quoc te cung cap, doanh

nghiep tien hanh cai tien mau ma, chat lupng san pham, tang kha nang canh

z

z

tranh quoc te cua doanh nghiep.
r

9

y

r

r

r

Marketing quoc te gop phan day manh xu hudng quoc te hod, chuyen mon
r
r
r
r
\
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hoa va phan cong lao dong quoc te. Marketing quoc te giup cho nen san xuat
f

r

9

r

quoc te xac dinh duoc nhung nude co loi the canh tranh d tung mat hang cu the,
qua do, thuc day qua trinh chuyen mon hoa va phan cong lao dong quoc te, dong
z

9

z

thoi tang cudng su hop tac giua cac quoc gia trong san xuat san pham hoan chinh.
r

9

r

r

r

Marketing quoc te thuc day thuong mai quoc te khong ngimg ma rong.
r

r

r

Chuyen mon hoa va phan cong lao dong quoc te tang cudng su lien ket giua cac

9

z

\

9

9

r

r

r

qudc gia, thuc day qua trinh trao doi nham cung cap san pham tot nhat cho
ngudi tieu dung.
r

r

r

1.1.1.3. Muc tieu va nguyen tac xay dung hoat dong marketing quoc te
a/ Muc tieu
e

z

z

Khi xay dung cac hoat dong marketing quoc te, doanh nghiep thuong

hudng tdi cac muc tieu co ban la thi truong, loi nhuan, an toan va tao the luc
trong kinh doanh.

Muc tieu thi truong cua doanh nghiep duoc the hien true tiep d thi phan va

toe do tang truong thi phan, gian tiep d doanh so va toe do tang doanh so. De dat

duoc muc tieu, doanh nghiep can trien khai cd hieu qua cac hoat dong marketing
'

,

z

z

z

z

quoc te. Doi voi doanh nghiep moi tham gia thi truong qudc te, viec chiem linh
A

mot doan thi truong la muc tieu hang dau.

Gan voi muc tieu thi truong la muc tieu tdi da hoa loi nhuan. Tren thi

z

z

truong qudc te, muc tieu nay dupe dat d muc cao hon do nhung rui ro ldn hon.

Yeu cau dat ra doi voi hoat dong marketing qudc te, do do, la phai dap ung tot
Z

A

,

7

,

nhat nhu cau ngudi tieu dung, tan dung triet de cac co hoi, han che tdi da rui ro
f

Z

va ket hop hop ly giua muc tieu loi nhuan trudc mat va loi nhuan lau dai.
e

Z

Z

A

7

Moi truong kinh doanh qudc te luon tiem an rui ro cao hon moi truong noi
dia do su khac biet ve moi truong, su bien dong cua cac bien so kinh te, han che
Z

Z

Z7

trong hieu biet ve thi tru’dng qudc te cua doanh nghiep xuat khau... Nhiem vu


8

'
'
'
'
.
cua marketing quoc te la phan tich moi truong kinh doanh quoc te, danh gia
A

dung cac co hoi cung nhu rui ro nham dinh huong hoat dong cua doanh nghiep
vao nhung khu vuc an toan.
The lire trong kinh doanh cua doanh nghiep the hien d thi phan, doanh thu,
r

r

chat luong phuc vu... The lure manh se nang cao sue canh tranh, tang cudng uy tin

vdi khach hang, tao nen tang phat trien vung chac doanh nghiep trong tuong lai.

b/ Nguyen tac xay dung
Cd nam nguyen tac can tuan thu trong qua trinh xay dung cac hoat dong
r

r

marketing quoc te.
r

z

a

Nguyen tac “Xuat phat tic khach hang va vi khach hang ” bdi nhu cau cua

khach hang la muc tieu ma doanh nghiep phai thoa man.

Nguyen tac “Khong ngung cai tien va nang cao chat luong cua cac hoat

dong marketing’’ de dam bao hoat dong nay theo kip vdi su thay ddi cua moi

trudng, tinh hinh canh tranh va dat hieu qua cao nhat.
Nguyen tac “Dam bao hieu qua kinh te” bdi hieu qua kinh te la thudc do
' .

r

9

cuoi cung cac hoat dong cua doanh nghiep xuat khau.
r

9

a

Nguyen tac “Khai thac triet de co hoi kinh doanh ” nham dem lai lqi nhuan
r

r

va cung co vi the cua doanh nghiep trong tuong lai.
A

z

5

Nguyen tac “Sir dung nguon nhan lye co hieu qua” bdi nguon nhan luc
dong vai tro quan trong trong hoat dong cua doanh nghiep.

1.1.2. Cac hoat dong marketing quoc te
1.1.2.1. Lua chon thi trudng xuat khau
Lua chon thi trudng xuat khau la qua trinh phan tich, danh gia va xac dinh
<%z

z

z

cac thi trudng hap dan nhat ma doanh nghiep se tham nhap, phu hop vdi muc
tieu va nguon luc cua doanh nghiep.

a/ Can cic Iya chon
r

•>

r

r

Viec lira chon thi trudng xuat khau thudng dura tren hai co so chu yeu la ket
z

qua nghien cuu marketing cua doanh nghiep (dac biet la cac ket qua nghien cuu
va danh gia muc do hap dan cua thi trudng quoc te, thoi co, thach thuc doi vdi

viec tham nhap) va muc tieu, chien luoc ngan han, dai han, nguon lire cua doanh
z

nghiep hay day la ket qua danh gia muc do thich ung cua doanh nghiep vdi thi
r

r

trudng quoc te do.


9

b/ Tieu chuan lua chon

De lira chon thi truong xuat khau, doanh nghiep can cu vao nhom tieu
chuan chung, tieu chuan thuong mai va tieu chuan luat phap.

Nhom tieu chuan chung

*

Nhom tieu chuan chung bao gom yeu to chinh tri, kinh te, xa hoi, dieu kien
y

y

tu nhien va dieu kien co so ha tang.

Yeu to chinh tri: bao gom su on dinh chinh tri, quan he chinh tri giua nude
Z

9

9

xuat khau va nude nhap khau, hieu lire cua bo may Nha nude.

r

r

r

r

r

r

r

Yeu to kinh te: chu yeu la thu nhap quoc dan, toe do tang trudng kinh te,
thu nhap binh quan dau ngudi va phan phoi thu nhap, nhung tieu chuan phan

anh true tiep sue mua cua thi trudng nhap khau.
Yeu to xa hoi: So dan, phan bo dan cu, trinh do dan cu, tap quan tieu

dung... anh hudng den thoi quen tieu dung doi vdi tirng loai hang hoa.

Dieu kien tu- nhien: khoang each giua quoc gia xuat khau va nhap khau,
dieu kien khi hau... anh hudng rat ldn den chat luqng va gia ca cua nong san.
y

y

z

y

Dieu kien ve ccr so ha tang nhu giao thong van tai, he thong thong tin lien

lac, dich vu cong cong...
*

Tieu chuan thuong mai
9

y

z

z

Tieu chuan thuong mai chu yeu la quy mo thi trudng, nhu cau doi vdi loai

san pham cua doanh nghiep va tinh hinh canh tranh tren thi trudng nhap khau.
*

Tieu chuan luat phap

De lira chon thi trudng, doanh nghiep xuat khau can quan tarn den hieu

lire cua cac van ban phap luat, dac biet la cac van ban lien quan den nhap khau
va hang rao bao ho mau dich (Thue nhap khau, giay phep nhap khau, han ngach,
tieu chuan ky thuat, cac quy dinh ve ve sinh, an toan cua hang nhap khau...)
nude nhap khau.
Z

Z

9

c/ Chien luoc chon thi tru-ong xuat khau
•f
Chien luoc chon thi trudng xuat khau xac lap moi quan he toi uu giua kha nang
.

Z

Z

Z

9

Z

Z

Z

9

cua doanh nghiep va so luong thi trudng xuat khau. Cd hai dang chien luoc co ban la:
Z

Z

Z

9

Thu- nhat, chien luoc tap trung thi trudng hay chien luoc phat trien thi
trudng theo chieu sau. Theo chien luoc nay, doanh nghiep chi lira chon va ap

dung cac chinh sach marketing tren mot so it thi trudng.


10

Thu- hai, chien luge ma rong thi truong. Cung mot luc, doanh nghiep tham
nhap vao nhieu thi truong.
d/ Phan doan va lira chon doan thi triedng xuat khau

Phan doan thi truong la viec phan chia thi truong thanh nhung thi truong
nho hon ma d do ngudi tieu dung co cung so thich, muc dich su dung hay thoi

quen tieu dung.

Trong qua trinh lua chon thi truong, doanh nghiep can tien hanh phan doan
thi truong do su gidi han ve nguon luc tai chinh, nhan sir..., kho dap ung moi
X

>

nhu cau tren toan bo thi truong. Mat khac, nhu cau cua khach hang khong phai
r

x

r

la dong nhat ma luon khac nhau. Viec phan doan se giup doanh nghiep xuat
khau cd co so de thiet lap chinh sach marketing cho phu hop nham thoa man tdi
A

X

da nhu cau cua ngudi tieu dung tren co so tap trung nguon luc vao doan thi
truong phu hop voi muc tieu va kha nang cua minh, tranh tham nhap vao nhung

thi truong kho dap ung.

Hien nay, khong cd mot tieu thuc chung nao cho viec phan doan thi truong.

Doanh nghiep cd the phan doan thi truong theo mot so tieu thuc co ban sau:
Phan doan thi truong theo vi tri dia ly: Phuong phap nay chia thi

truong thanh nhung don vi dia ly khac nhau nhu qudc gia, khu vuc, thanh pho...
Doanh nghiep se lua chon hoat dong trong mot hay mot so don vi dia ly.

Phan doan theo dac diem dan cu: Phuong phap nay chia thi truong dua
9

X

tren cac tieu thuc ve dan cu nhu do tudi, gidi tinh, quy mo gia dinh, thu nhap,

x

r

x

r

nghe nghiep, hoc van, ton giao... Nhung tieu thuc ve dan so nay cung la co so
de phan biet cac nhom khach hang.
Phan doan theo tarn ly: Phuong phap nay chia thi truong thanh nhung
9

x

r

r

phan doan dua vao dac diem cua cac tang lop dan cu nhu loi song, ca tinh, tarn
ly... Ngudi tieu dung trong cung mot phan doan cd nhung dac diem tarn ly

tuong dong nhau nhu cung ua thich hang ngoai nhap...
Phan doan theo hanh vi ung xu: Viec phan doan dupe thuc hien dua

tren kien thuc, thai do, tinh trang su dung (khong su dung, da sir dung, su dung


11
A

A

lan dau, sir dung thudng xuyen), muc do su dung, hoac phan ung doi vdi san

pham cua ngudi tieu dung.

1.1.2.2. Nghien cuu moi truang kinh doanh
a/ Mdi truang chinh tri va luat phap

*

Moi truang chinh tri

Moi trudng nay bao gom cac yeu to chinh tri quoc gia va quoc te co the anh
hudng den hoat dong hoac qua trinh ra quyet dinh cua doanh nghiep. Co bon yeu
\

r

•>

r

to thuoc mdi trudng chinh tri ma cac doanh nghiep can xem xet khi xuat khau.
__

r

•>

r

r

Thu nhat, thai do doi vdi viec tieu dung hang nhap khau noi chung va doi

vdi quoc gia xuat khau noi rieng. Trong giai doan Hoa Ky cam van kinh te Viet
Nam, hoat dong xuat khau sang Hoa Ky hau nhu khong cd. Ke tu khi binh

thudng hoa quan he, ngudi tieu dung Hoa Ky bat dau chu y den hang hoa Viet
Nam va nhieu mat hang nong san da cd cho dung tai thi trudng nay nhu ca phe,
hat dieu, thuy san... Thai do ddi vdi quoc gia xuat khau cd the tao ra rui ro chinh

tri nhu Chinh phu nude nhap khau ap dung cac chinh sach phan biet doi xu
r

r

\

r

(thue, han che ve tai chinh...) hoac can thiep true tiep vao hoat dong cua doanh

nghiep (tich thu tai san, quoc huu hoa...).

tinh hinh chinh tri nude xuat khau. Su on dinh chinh tri cang ldn se cang dam
bao cho hoat dong lau dai cua doanh nghiep.
\

r

Z

Z

7

A

7

Thu ba la nhung han che ve ngoai te, lien quan den van de chuyen doi
r

x

r

ngoai te, su bien dong ve ty gia hoi doai.

77nf tu, hieu qua hoat dong cua bo may Nha nude, the hien d muc do ho tro

cua nude xuat khau ddi vdi hoat dong cua cac doanh nghiep. Bo may Nha nude
cd the la co quan hai quan, cac Bo, nganh cd lien quan den hoat dong nhap
khau... Tinh trang tham nhung d nhieu nude hien nay la han che doi vdi hieu

qua hoat dong cua cac doanh nghiep xuat khau.
r

7

r

Ngoai ra, hoat dong xuat khau con chiu anh hudng cua nhung bien dong

chinh tri trong khu vuc nude nhap khau. Khu vuc Trung Dong vdi nhung dien


12

bien chinh tri phuc tap doi hoi cac doanh nghiep phai can nhac ky cang khi
quyet dinh tham nhap vao thi trudng nay.

*

Moi truong luat phap

He thong luat phap quoc te phuc tap hon rat nhieu so vdi tren thi truong noi
r

r

x

dia do no chiu tac dong cua nhieu yeu to khac nhau. Phan tich moi trudng luat
phap doi hoi doanh nghiep can xem xet d ca ba goc do:

He thong luat cua nude nhap khau. He thong luat cua nude nhap khau dieu

r

r

7

chinh true tiep hoat dong nhap khau vao quoc gia nay. Ngudi lam marketing

quoc te can phan tich he thong luat nay de co nhung giai phap thuc day xuat
khau phu hop vdi he thong luat phap.
r

r

r

\

r

t

Luat phap quoc te. Ngudi lam marketing quoc te can am hieu luat phap
'

r

r

r

quoc te. Viec phan tich luat phap quoc te dac biet quan trong bdi Hoa Ky la
thanh vien cua nhieu to chuc quoc te, tham gia vao cac hiep dinh thuong mai
song phuong va da phuong. Cung vdi he thong luat cua Hoa Ky, luat phap quoc
x

a

te tham gia dieu chinh hoat dong kinh doanh tai Hoa Ky. Vai tro cua luat phap
r

a

r

a

a

quoc te ngay cang quan trong do xu hudng quoc te hoa, tir do hoa, su xuat hien
r

r

x

r

r

ngay cang nhieu cac lien ket kinh te quoc te.
•>

r

A

x

r

He thong luat cua nuac xuat khau, chu yeu la cac van ban phap luat dieu
chinh hoat dong xuat khau.

b/ Moi truong kinh te

Moi trudng kinh te dong vai tro quan trong trong phan tich marketing do
r

r

r

r

r

cac yeu to kinh te quyet dinh den sue mua cua ngudi tieu dimg. Moi trudng kinh
X

r

a

a

r

a

X

te bao gom cac yeu to nhu toe do tang trudng kinh te, thu nhap binh quan dau
A

A

e

A

ngudi, phan bo thu nhap, canh tranh... Suy thoai kinh te, ty le that nghiep cao,
lam phat ldn... deu cd kha nang lam suy giam kha nang thanh toan doi vdi hang

hoa va dich vu. Vdi muc thu nhap vao loai cao nhat the gidi, Hoa Ky la mot thi
X

7

trudng tiem nang cho cac san pham nong nghiep Viet Nam.

c/ Moi trudng van hod va xa hoi
9

r

Van hoa la tap hop nhtrng bieu tuong, quy tac va gia tri cd quan he qua lai

vdi nhau, cd the chia se va hoc tap giua cac thanh vien, cd tac dong chi phoi va
bien ho cho cac hanh vi ung xu cua cac thanh vien trong quoc gia.


13
Van hoa the hien cac chuan muc va gia tri dirge hoc tap, chia xe va tac

dong qua lai lan nhau de dinh hudng hanh vi cua con ngudi. Cac chuan muc la
~

r

q

a

a

cac mau hanh vi, cac quy tac, tieu chuan dugc xa hoi chap nhan, anh huong den
9

r

su chap nhan san pham cua ngudi tieu dung. Cac gia tri la cac tu tudng duoc luu
giu va dugc bao ve vdi vai tro hudng dan mgi sinh hoat trong ddi song xa hoi.
Van hoa tao nen hanh vi mua ban va su dung san pham dugc ca ngudi tieu

dung va cac doanh nghiep chap nhan. Ton giao, ngon ngu, giao due, tham my,
r

\

r

r

r

van hoa vat chat va dieu kien song cung la nhung yeu to van hoa co anh
r

\

r

r

rat ldn den hieu qua cua hoat dong marketing qudc te do chung hinh thanh nen
cac mau tieu dung va hanh vi cua ngudi tieu dung.
Moi nen van hoa co nhung tieu chuan dao due ve hanh vi kinh doanh.

Nhung tieu chuan nay bao gom cac van de nhu san xuat cai gi, canh tranh nhu

the nao, nen quang cao cai gi...

Van hoa con anh hudng tdi xu hudng tieu dung, tiet kiem cua dan cu va
den he thong phan phoi. Van hoa cung anh hudng tdi cac yeu to cau thanh cua
marketing hon hgp. Vi du, chien luge quang cao chiu anh hudng manh me cua

ngon ngu. Mat khac, su chap nhan san pham cua ngudi tieu dung con chiu anh
hudng bdi cac chuan muc, thai do va cac gia tri cua dan toe.

1.1.2.3. Lua chon phuong thuc tham nhap thi truong
r

9

Co ba phuong thuc chu yeu de tham nhap thi trudng khi doanh nghiep


Bang 1-2: Cac phuang thuc tham nhap thi truung
Phuong

Noi

Xuat

khau

/

dung

Lien doanh

Xuat khau

thuc
r

gian Hop tac xuat khau:

Xuat khau truc tiep la Doanh nghiep
r

9

Dau tuxuat Doanh nghiep xuat

9

tiep: la xuat khau

dudi hinh thuc doanh xuat khau thong qua khau lien ket vdi cac khau dau tu von de

qua nhung ngudi

nghiep

khau dai dien hay bo phan doanh nghiep thuong thanh lap cac doanh

xuat

trung gian de ban thoa thuan vdi mot xuat khau cua chinh mai cua nudc doi tac nghiep

san

pham

cho

doanh

nghiep

khac doanh nghiep b nudc nham tao ra nhung co kinh

khach hang b thi phoi hop thuc hien ngoai
trudng nudc ngoai.

de

ban

san sb

san

xuat

san

doanh

xuat,
cua

va minh b thi trudng

cac hoat dong nghien pham. Doanh nghiep marketing. Hinh thuc nudc ngoai.
r
•>
r
r
cuu, xuc tien thuong xuat khau se tu minh pho bien cua lien
9

mai,

van

phan

phoi...

chuyen, thuc hien tat ca cac doanh la thanh lap
nham khau cua qua trinh nhung doanh nghiep

tieu thu hang hoa b xuat khau.

lien doanh.

nudc ngoai.
r

Uu

diem

- Han che rui ro

- Rui ro thap

kiem

chi - Tiet kiem chi phi

- Tan

dung

luc phan phoi cua doi tac

luong

ban

- Tiet

- Tiep can truc tiep - Phan tan rui ro

- Tan

nhan

vdi thi trudng
- Tiet kiem chi phi
luc, khai thac nhung
A
r
r
- Tan dung he thong - Cung co quan he - Tiep can truc tiep uu dai ma nudc sb

phi
hang

vdi khach hang

tai

vdi thi trudng

- Nang cao uy tin - Su

dung

danh

trung

cho

cac

chuyen doanh nghiep nudc

r

san co cua

dung

tren thi trudng quoc gia nudc ngoai

ngoai


Phuong

Xuat khau

th ire

Lien doanh
te

gian

Dau tir
- Tao dung quan he

tot vdi khach hang

- Kiem soat va dieu

hanh duoc von

Han che

- Han che co hoi

- Han che co hoi - Rui ro theo hinh - De phat sinh mau - Ddi

tiep xue vdi thi tiep
truong

r
nam

- Kho

xue

vdi

thi thuc nay cd the rat thuan vdi doi tac

trudng nude ngoai

ldn.

- Kho kiem soat doi

hoi

doanh

nghiep phai cd tiem

luc ldn, dac biet la

r

bat - Kho tao dupe hinh - Doi

hoi

doanh tac

ve von

r

duoc nhung bien anh cong ty va uy tin nghiep phai cd tiem
dong cua nhu cau
- Kho

tao

doi vdi khach hang

luc ldn

duoc

hinh anh cong ty
r

va uy tin doi vdi
khach hang
Dieu

kien ap
dung

- Quy

mo

xuat - Nguon luc han che

khau nhd
- Nguon lire han

- Doanh nghiep cd - Doanh nghiep cd - Doanh nghiep cd

tiem luc ldn

tiem luc ldn

tiem luc ldn, dac
1 • zv, 1 > zv zvr
biet la ve von

a

che
----------------- \------------------ 7-------------------------------------------

Nguon: Tong ket cua tac gid


16

Khi lua chon phuong thuc tham nhap thi truong, doanh nghiep xuat khau
thuong can cu vao dac diem va kha nang cua doanh nghiep xudt khau, tinh chat
cua san pham, tinh hinh va yeu cau cua thi truong xuat khau.

1.1.2.4. Xay dimg da trien khac cac chinh sach s^iarkmut^k tren thi crirhng
9

r

xuat Chau
c/ Chich saah sac pham xuat Chau

San pham xuat khau la bat cu thu gi co the chao ban tren mot thi truong,
thu hut su chu y, su dung hoac tieu thu ma nho do co the thoa man mong mudn
hoac nhu cau cua khach hang nuoc ngoai.
Chinh sach san pham xuat khau xac dinh nhung mat hang ma doanh nghiep se
Z

Z

9

Z

9

cung cap ra thi truong nuoc ngoai. Chinh sach san pham xuat khau duoc thiet lap
nham quy hoach danh muc san pham toi uu (xac dinh cu the nhung mat hang ma

doanh nghiep co kha nang cung cap ra thi truong mot cach co hieu qua nhat), lam
thich ung san pham va thi truong, xay dung chien luoc san pham nang dong.

Khi xay dung chinh sach san pham xuat khau, doanh nghiep xuat khau can
Z

9

X

Z

X

9

ra quyet dinh ve san pham xuat khau, bao gom:
X

z

9

Z

9

9

Quyet dich ve dcch mua sac pham xuat Chau: Danh muc san pham la tap

*

hop tat ca cac mat hang ma doanh nghiep co the cung cap cho thi truong. De xac
dinh danh muc san pham xuat khau, doanh nghiep can can cu vao nhu cau cu the
cua thi truong, kha nang cua doanh nghiep (kha nang tai chinh va nhan su).
Z

X

9

Z

9

X

Z

Quyet dich ve thuoa tich auc sac pham xuat Chau: bao gom cac quyet

*

dinh ve chat luong, quyet dinh ve dac tinh noi troi cua san pham, quyet dinh lua

chon kieu mau ma san pham.
Z

9

X

Chat luong san pham duoc do bang nhung chi tieu nhu muc do dap ung nhu
X

X

X

9

Z

cau, do dong deu, kich co, do chin... Hien nay, khi xay dung tieu chuan chat luong,
doanh nghiep thuong tham khao tieu chuan quoc te doi voi cac san pham cung loai,
bao gom cac tieu chuan ve chat luong, ky thuat, ve sinh, an toan...

Dac diem noi troi cua san pham la cong cu de chao hang, phan biet san
pham cua doanh nghiep voi san pham cua doi thu canh tranh, thuyet phuc nguoi
mua va la cong cu canh tranh. Doi voi bat ky san pham nao, doanh nghiep cung

phai xac dinh duoc dac tinh noi troi cua san pham la gi de tu do co ke hoach
marketing phu hop.