(Luận văn thạc sĩ) enhancing information technology application and digital transformation in trade promotion in vietnam

MINISTRY OF EDUCATION AND TRAINING
FOREIGN TRADE UNIVERSITY
-------o0o------

MASTER THESIS
ENHANCING INFORMATION TECHNOLOGY
APPLICATION AND DIGITAL TRANSFORMATION
IN TRADE PROMOTION IN VIETNAM

FULL NAME: TA QUOC ANH

MAJOR: INTERNATIONAL ECONOMICS

Ha Noi - 2023


MINISTRY OF EDUCATION AND TRAINING
FOREIGN TRADE UNIVERSITY
-------o0o------

MASTER THESIS
ENHANCING INFORMATION TECHNOLOGY
APPLICATION AND DIGITAL TRANSFORMATION

IN TRADE PROMOTION IN VIETNAM

Major: International Economics
Specialization: Master of Research in International Economics
Code: 821116

Full name: Ta Quoc Anh

Supervisor: Assoc Prof, Dr. Hoang Xuan Binh

Ha Noi - 2023


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STATEMENT OF ORIGINAL AUTHORSHIP
I hereby confirm my direct involvement in the creation of this thesis under
the mentorship and oversight of Associate Professor Dr. Hoang Xuan Binh. I
validate that the content within this thesis are accurate and adhere to the principles
of research ethics. The data and illustrations included in this work have been
derived from the scrutiny, interpretation, and assessment of diverse sources, each of
which has been suitably acknowledged in the reference list.
In addition, I have duly recognized and referenced any external opinions,
assessments, or data procured from other authors and entities. The author assumes
full accountability for any deceitful actions that may be identified within the thesis.
Ha Noi,
Author

(signature and full name)


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ACKNOWLEDGEMENTS
I would like to express my profound gratitude to Associate Professor Dr.
Hoang Xuan Binh for his remarkable patience and insightful feedback on my thesis.
My journey would have been unattainable without the steadfast support and
expertise of my defense committee. I owe a significant debt of gratitude to the
Faculty of Graduate Studies at Foreign Trade University for their generous backing,

which has materialized this endeavor.
I am inclined to acknowledge my classmates and friends for their support in
editing, late-night feedback discussions, and unwavering moral reinforcement.
Additionally, I am appreciative of the university's librarians, research assistants, and
study participants, whose influence and inspiration have profoundly influenced my
work.
Furthermore, I would like to express my utmost appreciation to my parents,
whose unwavering support and continuous encouragement have been pivotal
throughout my years of study and the process of researching and composing this
thesis. Without their presence, this accomplishment would have remained beyond
reach. Thank you.


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TABLE OF CONTENTS
STATEMENT OF ORIGINAL AUTHORSHIP...................................................i
ACKNOWLEDGEMENTS.................................................................................... ii
SUMMARY OF THESIS RESEARCH RESULTS............................................vii
INTRODUCTION...................................................................................................1
CHAPTER 1: THEORETICAL BASIS ON INFORMATION TECHNOLOGY
APPLICATION AND DIGITAL TRANSFORMATION IN TRADE
PROMOTION....................................................................................................... 12
1.1 Some related concepts.................................................................................. 12
1.1.1 Concept of trade promotion................................................................... 12
1.1.2. Concept of information technology application.................................... 14
1.1.3. Concept of digital transformation......................................................... 15
1.1.4. Concept
digital

of

Information

technology

application

and

transformation in trade promotion................................................................. 17
1.2 Trade Promotion Activities........................................................................... 18
1.2.1. Trade Promotion Activities at the Government Level...........................18
1.2.2. Trade Promotion Activities at trade promotion organizations level.....19
1.3 Criteria for evaluating the level of enhancing digital transformation and IT
application in trade promotion activities............................................................ 20
1.3.1. Criteria for evaluating mechanisms, policies, and state orientations...20
1.3.2. Criterias for evaluating awareness and capabilities in digital
transformation and IT application of trade promotion organizations and
bussinesses..................................................................................................... 21
1.4 Factors influencing IT application and digital transformation in trade
promotion activities............................................................................................ 25
1.4.1. Direction and Policy of the Government.............................................. 25
1.4.2. Awareness and Capacity from Trade Promotion Organizations and
Businesses...................................................................................................... 26
1.4.3. Technological Development................................................................. 27
1.5 International experiences from some countries in Information Application
and Digital Transformation ................................................................................. 27


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1.5.1. Japan.................................................................................................... 27
1.5.2. Korea.................................................................................................... 29
1.5.3. Thailand............................................................................................... 31
1.5.4. International lessons learned for Viet Nam........................................................33
CHAPTER 2: CURRENT SITUATION OF INFORMATION
TECHNOLOGY APPLICATION AND DIGITAL TRANSFORMATION IN
TRADE PROMOTION IN VIETNAM............................................................... 36
2.1 Overview of information technology application and digital transformation
in trade promotion.............................................................................................. 36
2.1.1. Mechanisms and Policies..................................................................... 36
2.1.2. Technology Platforms........................................................................... 37
2.1.3. Digital trade promotion ecosystem....................................................... 40
2.2. Analysis of the current situation of information technology application
and digital transformation in trade promotion in vietnam................................43
2.2.1. In Govermental trade promotion organizations................................... 43
2.2.2. In Business support organisations (BSOs)............................................ 49
2.2.3. In Businesses........................................................................................ 53
2.3. Assessment of information technology application and digital
transformation in trade promotion in vietnam.................................................. 64
2.3.1. Achievements........................................................................................ 64
2.3.2. Limitations and causes......................................................................... 67
CHAPTER 3: ORIENTATIONS AND SOLUTIONS TO ENHANCE
INFORMATION TECHNOLOGY APPLICATION AND DIGITAL
TRANSFORMATION IN TRADE PROMOTION IN VIETNAM...................78
3.1 Orientations to enhance information technology application and digital
transformation in trade promotion in Viet Nam................................................ 78
3.2. Development goals for the period of 2023-2025 and the direction for the
year 2030............................................................................................................ 78
3.2.1. General Objective for the period of 2023-2025 and the direction for the
year 2030 .......................................................................................................... 78

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3.2.2. Specific Objectives for the period of 2023-2025 and the direction for the
year 2030........................................................................................................ 79
3.3. Some solutions to enhance information technology application and digital
transformation in trade promotion in vietnam.................................................. 80
3.3.1. Developing the Digital Trade Promotion Ecosystem............................ 80
3.3.2. Enhancing Awareness and Capacity.................................................... 83
3.3.3. Improving Mechanisms and Policies.................................................... 83
3.3.4. Other Solutions..................................................................................... 84
CONCLUSION...................................................................................................... 85
LIST OF REFERENCES...................................................................................... 87


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LIST OF FIGURES

Figure 1. Applying technology platforms/social networks to trade promotion
activities, supporting trade promtion for businesses in the local area. ...........

51

Figure 2. Level of Data Sharing and Connectivity for Trade Promotion .......

52

Figure 3. Business Expectations in Digital Technology Application by Scale
(%) ................................................................................................................... 56
Figure 4.

Investment Structure in IT Infrastructure of Businesses ................. 57

Figure 5.

Commonly Used Software by Businesses ....................................... 58

Figure 6.

Investment Levels in Various Digital Marketing Channels ............ 60

Figure 7. Number of Websites Verified by the Ministry of Industry and Trade,
2017-2022........................................................................................................ 60

Figure 8. Reported Issues on the E-commerce Activity Management Portal in
2022 .................................................................................................................

63

Figure 9. Prioritized needs to enhance IT application ....................................

75

Figure 10. Challenges for Digital Transformation in Businesses and
Organizations ..................................................................................................

LIST OF TABLES
Table 1. Evaluation of the importance and practicality level of IT application and
digital transformation among surveyed Cooperatives.............................................. 55

76


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SUMMARY OF THESIS RESEARCH RESULTS
Within the context of the fourth industrial revolution, marked by significant
technological advancements, and influenced by global occurrences like the Covid19 pandemic, various commercial undertakings, interpersonal connections, and
governmental services are progressively transitioning into the realm of digital
platforms. The process of digital transformation and the integration of information
technology into trade promotion endeavors have evolved from being pioneering
efforts to becoming indispensable and pressing responsibilities for pertinent
agencies and organizations.
The primary objective of the author is to meticulously examine and evaluate
the existing landscape of information technology application and digital
transformation concerning trade promotion within the context of Vietnam. Through
a thorough analysis, the research endeavors to propose strategic directions and
viable remedies aimed at fostering the implementation of information technology
and facilitating digital transformation in the sphere of trade promotion. These
proposed strategies encompass both short-term and long-term perspectives.


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INTRODUCTION
1. Rationale
The fourth industrial revolution (industry 4.0) has brought achievements in
various fields, particularly in technology, innovation, and fostering growth model
transformations. In this context, the application of information technology and
digital transformation is becoming an essential trend in all aspects of life, economy,
and society. Developing countries are not necessarily lagging behind in the process
of accessing and applying the industry 4.0 revolution. Due to unprecedented speed

and scale of development, industry 4.0 can interact with the process of international
economic integration and domestic policy-making.
During the period from 2021 to 2030, the global economy and the AsiaPacific region are projected to undergo significant and more uncertain fluctuations.
Despite the deceleration, overall international economic integration and trade
liberalization continue to be dominant trends worldwide. Some "like-minded"
countries are increasing their collaboration to support the recovery and reform of the
multilateral trading system, particularly the World Trade Organization (WTO).
Many countries are also transitioning their growth models by effectively leveraging
economic integration to achieve higher quality growth, increased labor productivity,
and competitive capacity through greater contributions from science and
technology. Throughout this process, the application of digital technology in various
stages of the value chain continues to gain popularity, such as the implementation of
blockchain in logistics, product traceability, and paperless trade models.
In the field of trade promotion (TP), many countries and territories have been
and are accelerating the adoption of information technology and digital
transformation. Among them are several countries and territories geographically
close to Vietnam and with similar cultural characteristics, such as Japan, South
Korea, Hong Kong, Taiwan, Thailand, etc. Leading technology countries worldwide
have also been at the forefront of IT application and digital transformation in trade
promotion. The content and methods of IT application and digital transformation in
trade promotion are constantly changing and becoming more diverse, extending


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beyond IT application infrastructure and skills to further develop CRM, digital
marketing, and other areas, aiming for a comprehensive ecosystem in trade
promotion.
The true driving force behind the aforementioned shift originates from the
reality that businesses of all types and sizes globally are facing a rapidly changing
market. Since the beginning of 2020, the COVID-19 pandemic has caused

disruptions and interruptions in global supply chains and trade, necessitating
fundamental changes and adaptations in traditional business models and
management approaches. In this context, the increased application of information
and IT application and advancements in Internet of Things, artificial intelligence,
and other technologies are no longer options but rather obligatory directions for all
organizations and enterprises to adapt to and leverage new opportunities in order to
maintain and expand their market presence. The number of technologies and ecommerce application platforms, as well as production and sales management
systems, is increasing day by day, with an increasing number of domestic and
international businesses deeply and extensively implementing them over the years
to exploit timeless and borderless values.
To support the business community, government agencies and public service
providers must make efforts to keep up, and even stay one step ahead, of the digital
transformation process in enterprises, as well as the profound changes in society and
the economy associated with digital transformation in general. This requirement is
particularly crucial for trade promotion organizations due to certain specific factors.
Firstly, the target audience of trade promotion agencies (customers) consists of
businesses that must adapt to the trend and requirements of digital transformation in
order to conduct international and domestic trade activities. Secondly, the
establishment of services for trade promotion agencies partly relies on what individual
businesses cannot independently address, such as market information, technological
solutions, or difficulties in accessing technology changes in the markets that businesses
are targeting or will target. Thirdly, most trade promotion agencies operate within a
national and international system with diverse partners, involving


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collaborative processes between the state and private enterprises. Therefore,
effective management and coordination are necessary to ensure a synchronized
digital transformation of the entire economy. For example, in order to comply with
the General Data Protection Regulation (GDPR) of the European Union (EU), trade

promotion agencies and government bodies need to innovate their operational
methods, starting from data collection instead of relying on renting or borrowing
databases as before.
Within the country, the Party and the State have identified one of the key
socioeconomic development perspectives for the period 2021-2030 as rapid and
sustainable development primarily based on science, technology, innovation, and
digital transformation. They proactively seize timely opportunities and effectively
leverage the Fourth Industrial Revolution (Industry 4.0) to restructure the economy,
promote digital economy, and consider it as a decisive factor in enhancing the
productivity, quality, efficiency, and competitiveness of products, businesses, and
the economy. This perspective has been and is being concretized in a series of
documents, including the National Digital Transformation Program until 2025, with
a vision toward 2030, the Strategy for Developing the E-Government toward the
Digital Government in the period 2021-2025, with a vision toward 2030, etc.
Despite initial proactive efforts and positive transformations, IT application
and digital transformation in Vietnam's trade promotion activities is still at a
rudimentary stage, lagging behind the evolving trends and practical requirements of
trade promotion operations. One significant reason is the absence of a
comprehensive long-term strategic orientation specifically dedicated to IT
application and digital transformation in trade promotion activities. Furthermore,
many agencies, organizations, and enterprises have not fully grasped the
significance of IT and digital transformation in trade promotion activities and have
not prioritized investment and attention towards enhancing the capacity for IT
application and digital transformation in trade promotion.


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2. Literature Review
Research on Trade Promotion
The research "Enhancing Promotion Activities to Boost Vietnamese Enterprises'

Exports to the EU Market" by author Do Thi Huong (2009) pointed out that in the
context of economic openness and international integration, exports hold a central
position in the foreign economic activities of many countries such as Japan, South
Korea, Singapore, Thailand, and China. In reality, our country still lacks an effective
national export promotion organization network, and export promotion becomes
increasingly important and necessary to support Vietnam's export development.
Therefore, Vietnam needs promotion activities by the government and industry
associations that are tailored to the specific characteristics of the EU market and truly
beneficial in supporting businesses' export activities to the EU market.

Research on "Barriers and procedures for importing food products into some
markets with potential for development in order to expand the market in the future"
by the Vietnam Trade Promotion Agency (VIETRADE) in 2013 focused on
surveying barriers and procedures for importing food products for a number of
potential markets such as the US, EU, and Japan, and proposing measures to help
businesses overcome these barriers to develop and expand export markets. The goal
of the research is to meet the needs of business expansion in the future, while
understanding and analyzing specific regulations, processes and barriers in food
import activities of the aforementioned potential markets. In addition, this study has
identified the difficulties and challenges faced by enterprises when exporting food
products and from that, it has proposed measures to reduce barriers, improve
procedures and enhance the ability to export food products. competitiveness of
Vietnamese goods in the international market.
In the article "Enhancing the effectiveness of trade fairs and exhibitions in
Vietnam's export activities" published in the Journal of Industry and Trade in May
2020, Nguyen Thi Thu Thuy affirmed that in the context of economic integration,
alongside traditional trade promotion activities such as advertising and promotions,
trade fairs and exhibitions are effective methods widely used by Vietnamese

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businesses and trade promotion organizations. The author also assessed the practical
situation and analyzed the enhancement of the effectiveness of trade fairs and
exhibitions in Vietnam's import-export activities by highlighting the advantages and
limitations in implementing and participating in trade fairs and exhibitions abroad.
"Research and propose solutions to promote exports of goods to the EU in terms
of EVFTA implementation" is a ministerial-level scientific research project conducted
by the Trade Promotion Agency in 2020. This study has shown that the implementation
of the EVFTA Agreement has created a strong impetus for the growth of Vietnam's
goods exports, while helping to diversify markets and export products, especially those
in which Vietnam has competitive advantage. To promote trade promotion and export
activities to the EU market, the study proposes a number of important solutions. One of
them is the selection of products and markets to prioritize for export promotion, in
order to create the necessary momentum to increase access to and exploit the potential
of the EU market for Vietnamese export products. These solutions aim to increase the
interest and support from the government and related organizations, helping businesses
to promote export and access market information effectively. From there, the
implementation of the EVFTA and the promotion of goods exports to the EU will be
promoted effectively and sustainably, contributing to enhancing Vietnam's peripheral
resources and economic development.

In the article "Improving the effectiveness of national trade promotion in the
new situation" published in the Financial Review in April 2018, Nguyen Thuy Van
emphasized that trade promotion activities need to be improved in both quality and
quantity, deploying diverse coordination with many measures both at home and
abroad, towards the goal of maximizing professionalism and efficiency. In
particular, trade promotion activities play an important role in supporting
enterprises to boost export growth, contributing to the country's economic growth.
Clara Brandi's report entitled “Successful trade promotion - Lessons from
emerging economies” (2013) studied emerging economies such as China, India, and

Brazil to the activities that these countries have taken to improve and improve
efficiency in trade activities. The study analyzed how countries facilitate trade,


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focusing on providing infrastructure, facilitating trade, which is an important driver
of economic development. According to Clara, focusing on investment in
infrastructure contributes to the success of trade promotion activities, creating high
efficiency in trade promotion activities. In addition, it is necessary to invest in the
development of roads, railways, seaports, energy and telecommunications
industries, and facilitate trade by improving rules and procedures in transactions.
Ellen Eichhorn and Ed Porter (2017) have shown that trade promotion tools such as
advertising, promotions, and exhibitions will help promote production and business
activities, increase sales and revenue and profits for modern retail businesses.
Retailers need to constantly innovate methods in trade promotion to suit each stage
of the business and meet the needs of consumers.
Research on Digital Transformation
Nowadays, digital transformation is a widely discussed topic because it is an
essential trend with a crucial role in the 4.0 Industrial Revolution. The Vietnamese
government also has placed special emphasis on digital transformation in the
context of the 4.0 Industrial Revolution and its application in various sectors of the
economy. According to Nguyen Thi Kim Ngan (2021), in Vietnam, the concept of
"digital transformation" is often defined as the process of transitioning from
traditional operating models to digital models by applying new technologies such as
big data, Internet of Things (IoT), cloud computing, etc., to change operational
methods, leadership, work processes, organizational culture, and increase the value
of organizational activities. Therefore, according to Ngan, digital transformation is
not only important for businesses but also for other sectors of the economy and
society, such as the government, mass media, healthcare, science, and education,
which should all strongly embrace digital transformation.

In business and trade activities, the majority of Vietnamese enterprises are
currently in the stage of exploring or just beginning to understand digital
transformation, and most of them have not yet been able to apply the strengths of
digital transformation in their production and business operations (Nhi, Phuong,
Quynh, Thanh, & Cong, 2023). Hence, the role of the government in general and


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relevant organizations in particular is crucial in raising awareness and supporting
businesses in their commercial activities. PGS.TS Phan The Cong (2023)
emphasized that digital transformation is an integral part of Vietnam's economic
development, requiring coordination and mutual support between state management
agencies and businesses.
In their research article "EVFTA and Digital Economy in Vietnam," Binh and
Phuong (2021) highlighted that Vietnam has undergone over 40 years of
industrialization, modernization, and integration, where technology and innovation
have played a crucial role in the country's economic development. Specifically,
digital transformation has been studied and implemented in various sectors, ranging
from manufacturing and agriculture to finance, healthcare, education, and
commerce. According to Phuong's study, Vietnam possesses abundant IT human
resources, and many digital platforms have been developed, high-speed internet
services within the region. Therefore, it is essential and entirely feasible for digital
transformation to permeate all sectors of the Vietnamese economy.
According to Ćuzović (2022), with the development of technology, big data,
and the internet, the path to a digital economy is gradually opening up and
permeating every aspect of the global economy. Trade, being the oldest economic
activity and the most adaptable aspect of the economy, faces the challenges of the
modern world and needs to leverage artificial intelligence, digitalization, mobile
platforms, and social commerce to create new competitive advantages. Traditional
trade activities are gradually giving way to digital economic activities, hence

governments and businesses that do not adapt to the current trends will risk falling
behind and hindering their own development. Author Sadinovich (2022) also noted
that the outbreak of the pandemic has acted as a catalyst for the development of
contactless shopping, demonstrating the importance of online commerce. However,
some traditional retailers are still struggling with digital transformation and the
application of information technology.
In the article "Role of government to enhance digital transformation in small
service business," author Chen (2021) asserts that the government plays a significant


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role in connecting, supporting, and creating conditions for small and medium-sized
enterprises (SMEs) in their digital transformation journey and promoting digital
tools and information technology applications. The government can provide funding
programs, establish training platforms, or build and operate platforms for SMEs to
participate in digital transformation.
Research gap
Currently, there are some domestic research works related to the research
topic, covering aspects such as the application of information technology and digital
transformation in the economy and overall state management. There are some
studies that focused on trade promotion, export promotion, and provide assessments
of the current situation of trade promotion for specific industries and markets.
However, it can be observed that there is no comprehensive published research
work evaluating the overall application of information technology and digital
transformation in trade promotion activities along with specific solutions and
innovations for this topic. Therefore, this study aims to analyze and evaluate the
status of information technology and digital transformation in trade promotion
activities from 2010 to 2022. Based on this analysis, the study will propose
objectives and effective solutions for the application of information technology in
trade promotion activities in Vietnam from 2021 to 2030.

Moreover, domestic studies on digital transformation and mechanisms,
policies related to digital transformation have mentioned research on theoretical
foundations and practical aspects of digital transformation, as well as policies and
management tools for trade promotion. However, these studies are not
comprehensive enough as they have not thoroughly researched and evaluated
mechanisms and policies for trade promotion in the new context of the Covid-19
pandemic, the Fourth Industrial Revolution, the U.S.-China trade war, the RussiaUkraine conflict, and other emerging situations. Therefore, there is still a research
gap that needs to be addressed regarding mechanisms and policies for trade
promotion in the new context.


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3. Research Objectives
This Thesis focuses on evaluating the current situation of enhancing IT
application and digital transformation in trade promotion Viet Nam, in order to
propose solutions for this matter in Viet Nam.
4. Research tasks
To achieve the set objective, the thesis carries out the following research tasks:
-

Systematize the theoretical foundation for enhancing the information

technology application and digital transformation in trade promotion
-

Collect data and analyze various aspects of human resources in Quang Ninh

province to interpret the current situation, identify strengths and weaknesses, and
determine the causes.
-

Research and evaluate the current situation of the information technology

application and digital transformation in trade promotion in Viet Nam and worldwide.

-

Present viewpoints, goals, orientations, and solutions.
5. Research object and scope of the
research Research Object
Enhance information technology application and digital transformation in
trade promotion in Vietnam.
Scope of the research
In terms of content, the Thesis will focus on analyzing the following aspects:

-

Assessing the current status of IT application and digital transformation in

trade promotion activities at the governmental trade promotion organizations, business
support organizations, and businesses, cooperatives in Vietnam. The evaluation will
concentrate on assessing the capacities, processes, tools, technological platforms, and
internal organizational systems of each entity, as well as their capacities, processes, and
systems for connecting with other relevant stakeholders in trade promotion activities.
-

Researching activities and implementation plans to enhance the application

of IT and digital transformation in trade promotion activities at selected entities within
the trade promotion network.

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-

Studying documents, models, and global trends in the application of IT and

digital transformation.
The application of IT and digital transformation in trade promotion activities is
carried out in various government trade promotion agencies, including:
-

The Vietnam Trade Promotion Agency (Ministry of Industry and Trade),

which is the central-level agency responsible for the state management of trade
promotion nationwide.
-

Trade Offices, Trade Branches, and Trade Promotion Centers/Offices located

in different countries.
-

Departments, boards, sectors, and centers with functions related to trade

promotion, aiming to provide direct support to local businesses.
Furthermore, the application of IT and digital transformation in trade
promotion activities is also implemented in trade promotion support organizations
as well as in enterprises, cooperatives, and individual businesses.
In terms of space and time:

-

Investigating the current status of IT application and digital transformation in

trade promotion activities worldwide and in Vietnam during the period of 2010-2022.

-

Researching the trends in IT application and digital transformation in trade

promotion activities worldwide and in Vietnam from 2022 to 2025, with a focus on the
year 2030.
-

Proposing solutions to enhance the application of IT and digital transformation

in trade promotion in Vietnam from 2022 to 2025, with a focus on the year 2030.

6. Research methods
Applying quantitative research methods to analyze, statistically compare and
contrast secondary data to understand the current situation of trade promotion
development.
-

Secondary data: Research data from reports of governmental organizations

such as the Ministry of Industry and Trade, General Statistics Office, General
Department of Vietnam Customs, ... and other internet sources.

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-

Synthesis analysis method: Synthesize and anaylize documents on the

conditions and current state of information technology application and digital
transformation in trade promotion from existing studies. Then, evaluate and process
sociological survey data.
7. Thesis structure
In addition to the introduction, conclusion, tables, list of abbreviations, and
references, the research paper is structured into three chapters:
Chapter 1: Theoretical basis on information technology application and
digital transformation in trade promotion
Chapter 2: Current situation of information technology application and
digital transformation in trade promotion in Viet Nam
Chapter 3: Orientations and solutions to enhance information technology
application and digital transformation in trade promotion in Viet Nam