GIẢI PHÁP HOÀN THIỆN hệ THỐNG PHÂN PHỐI sản PHẨM HÀNG TIÊU DÙNG tại CÔNG TY TNHH THƯƠNG mại LONG ANH





BỘ CÔNG THƯƠNG



BÁO CÁO THỰC TẬP

 !
GIẢI PHÁP HOÀN THIỆN HỆ THỐNG PHÂN PHỐI SẢN PHẨM
HÀNG TIÊU DÙNG TẠI CÔNG TY TNHH THƯƠNG MẠI LONG ANH
Giáo viên hướng dẫn : LÊ ĐỨC LÂM
Sinh viên thực hiện : LÊ VĂN LINH
Mã số Sinh viên : 10004133
Lớp : CDQT12TH
!

"#$%&'$()
Mục Lục
"

Lời mở đầu
 Lý do chọn đề tài
*+,-,.,/0,1232142*56,-"789,21:,1;<,-2*+,-/0,1=+>,1"=+>,1
,-10?@@1A0;B;C;1+D2EF,->*/G20,-10?8H8A0?,,>IH8C2*J,1;D,12*>,1
=0K,*>*L27D,17M"N0?;ED2E5O;PO0213;D,12*>,1,-:I;:,-2*Q,R,/1B
/1S,"21T7;1UED2E5O;;V,-/1<,-2W,2D0PX8=:0";C;;103,P5O;H8A,-;C+"
/18I3,7Y0"-0A7-0CZC,;1[;BPO0213,-\,1D,"ZQ0;C;=+>,1,-10?@/1C;
;V,-,1>,1;1B,-Z\2;15];P:721G+^EB;C;,1:H8A,2*4=+>,1,-10?@

7+,-789,2J7PO0213;D,12*>,1=:01D,?219,-@1X,@190,_0PR,,157F2
;<,-;`7>*/G20,-H8>,2*a,--0b@=+>,1,-10?@2D+PT@N:=8I2*JE5O;PO0213
;D,12*>,1=:01D,2*R,2142*56,-"213-0]0/0,1=+>,1EcIZ03,EF,-";C;=+>,1
,-10?@/1<,-;1[H8>,2X7E3,;1L2P5O,-"-0C;AdA,@1e7",18;c8;f>,-560
20R8=g,-"7:;h,2J77a0;C;1E5>dA,@1e7;f>=+>,1,-10?@7J,1E3,2>I
,-56020R8=g,-7F2;C;1218T,PO0,1L2N]0;10@1U21L@,1L2B;1U,1P:;1i;
,S,-@1X,@190E5O;21j;10?,21<,-H8>/R,1@1X,@190dA,@1e7;f>=+>,1
,-10?@R,1@1X,@190-0b@;18Ik,-0C2*4215l,-10?82^,1:dA,m8L2d>,-
,-56020R8=g,-F2/R,1@1X,@190;B10?8H8AdM-0b@;1+/1C;11:,-E5O;
218T,PO02*+,-N0?;78>d\7N:2S,-=+>,1218;V,-,15PO0,18T,;1+;C;
2*8,--0>,@1X,@190N:=+>,1,-10?@
<,-2I215l,-7D0n+,-,1P:7F2=+>,1,-10?@25,1X,"EY
203,1:,1/0,1=+>,1N]0@15l,-21i;@1X,@1901:,-20R8=g,-E3,2>I,-560
20R8=g,-2*+,-7F22160-0>,=:"2^/1021:,1PT@E3,,>Io;=gNTI7D,-
P5]0@1X,@1902142*56,-20R821`;f>;<,-2I;h,1D,;13>Z0321?219,-@1X,
#

@190EB,-N>02*h*L2H8>,2*a,--0b@<,-2IE5>dA,@1e7E3,2>I,-56020R8
=g,-N:7>,-PO0,18T,;1+;<,-2IH8>H8C2*J,1,:IF21?219,-@1X,@190
Eb,-E\,N:10?8H8A/1<,-;1[7>,-PD0PO0,18T,;>+;1+;<,-2I7:;h,-0b@
;<,-2I-0pNp,-PO0213;D,12*>,1;f>7J,12*R,2142*56,-PX8=:0q8L2@1C22^
PU=+2*R,G7EY;1a,E.2:0“ Giải pháp hoàn thiện hệ thống phân phối sản
phẩm hàng tiêu dùng tại công ty TNHH Thương mại Long Anh” ;1+
;18IR,E.21j;2T@292,-10?@;f>7J,1
 Mục đích nghiên cứu của đề tài:
Mục tiêu chung:1X,2U;1"EC,1-0C21j;2*D,-/R,1@1X,@190dA,@1e71:,-
20R8=g,-^EB"E.m8L2,1p,-E4,115],-N:-0A0@1C@,1r71+:,210?,/R,1
@1X,@190dA,@1e71:,-20R8=g,-;1+;<,-2I215l,-7D0n+,-,1
- Mục tiêu cụ thể:
?219,-1+C/03,21i;N.H8A,2*4/0,1=+>,1P0R,H8>,E3,Ps,1Nj;@1X,

@190dA,@1e7N:Pj>;1a,*>;C;1203@;T,@1g1O@,1L2
t1X,2U;1EC,1-0C21j;2*D,-1?219,-/R,1@1X,@1902D0;<,-2I
15l,-7D0n+,-,12*+,-,1p,-,S7H8>
t.m8L2E4,115],-N:7F2d9-0A0@1C@;`21k,1r71+:,210?,1?219,-
/R,1@1X,@1902D0;<,-2I15l,-D0n+,-,12*+,-2160-0>,2]0
 Phạm vi nghiên cứu của đề tài:
1D7N0,F0=8,-!n8T,NS,2T@2*8,-E0dX8,-10R,;i8;<,-2C;20R821`
dA,@1e7"21j;2*D,-2_;1i;/R,1@1X,@19010?,2D0",1p,-I38292C;EF,-
E3,/R,1@1X,@190dA,@1e71:,-20R8=g,-;f>;<,-2I15l,-7D0
n+,-,1
1D7N0/1<,--0>,!142*56,-dA,@1e71:,-20R8=g,-;<,-2I
215l,-7D0n+,-,1
1D7N02160-0>,!1j;2*D,-1+D2EF,-/R,1@1X,@190;f>
<,-2I2*+,-/1+A,-2160-0>,2^,S7'$($E3,,S7'$('
8I,10R,=+2160-0>,,-10R,;i81D,1u@"Z:0ZC+;C+dME.;T@E3,1p,-
NL,E.;lZA,2*+,-1+D;1E4,1";103,P5O;/R,1@1X,@190"@1X,2U;1EC,1
-0C2J,11J,11+D2EF,-20R821`dA,@1e7N:1?219,-/R,1@1X,@190;f>
;<,-2I215l,-7D0n+,-,1
 Đối tượng nghiên cứu:
<,-2I215l,-7D0n+,-,1
R,1@1X,@190dA,@1e7,5];1:,-20R8=g,--W7;C;2*8,--0>,@1X,
@190,15!;v>1:,--0]0210?8dA,@1e7;f><,-2I",1:@1X,@190",1:ZC,
Z8<,",1:ZC,Pw
$

 Phương pháp nghiên cứu :
15l,-@1C@=8INT2Z0?,;1i,-
15l,-@1C@21<,-/R
15l,-@1C@E0.82*>@1x,-NL,yZA,-;X81x0z
15l,-@1C@2_,-1O@N:@1X,2U;12:0P0?8/321O@@15l,-@1C@d+dC,1EkP:7dC,-

2x;C;H8>,E0k7N:-0A0@1C@,1r71+:,210?,;<,-2C;H8A,2*4,1X,dj;f>;<,-2I
 Nội dung báo cáo gồm 3 phần:
Chương 1:Cơ sở lý luận chung về kênh phân phối.
Chương 2: Thực trạng tại công tyTNHH thương mại Long Anh.
Chương 3: Hoàn thiện hệ thống kênh phân phối sản phẩm hàng tiêu dùng
tại công ty TNHH thương mại Long Anh.
>82160-0>,21j;2T@2D0;<,-2I15l,-7D0n+,-,1N]0dj
15],-={,2T,2J,1;f>21cI-0C+nRi;nX7;g,-N]0dj-0b@E|;f>;C,ZF
;<,-,1X,N0R,2*+,-;<,-2IEY-0b@G71+:,21:,1;18IR,E.21j;2T@,:I
Eb,-1D,
8I,10R,"=+2160-0>,21j;2T@2D0;<,-2I,-\,"/03,21i;21j;23;15>
dX8,R,Z:0ZC+;C+;f>G7;h,,10.81D,;13}7*L27+,-E5O;djH8>,2X7
EB,--B@;f>21cI;<-0C+N:;C;>,1;142*+,-;<,-2IEkG7E5O;203@218N:
Z_d8,-/03,21i;;1+ZA,21X,EkC@=`,-ND+21j;23
}7m0,;1X,21:,1;A7l,~
%

CHƯƠNG 1 :
CƠ SỞ LÝ LUẬN VỀ HỆ THỐNG PHÂN PHỐI SẢN PHẨM
1.1. Những vấn đề cơ bản về kênh phân phối:
1.1.1. Khái niệm
?219,-@1X,@190P:1?219,-;C;H8I32E4,1,1r7;18Ik,E5>dA,
@1e7N.7o2NT2;1L2;V,-,15N.H8I.,dQ1p81>IH8I.,dv=`,-dA,@1e72^
,1:dA,m8L2E3,,-56020R8=g,-,1r7ED210?8H8A;>+
1.1.2. Vai trò :
?219,-@1X,@190EB,-N>02*hH8>,2*a,-,1L22*+,-H8C2*J,120R821`
1:,-1B>"E5>1:,-1B>Eb,-/R,1"Eb,-Pb;"Eb,-,18;c8;f>,-56020R8=g,-
Zr,-,1p,-P+D01J,1@1X,@1901O@P•N]07`;EU;17>,-PD0PO0,18T,;1+
=+>,1,-10?@
?219,-@1X,@190EB,-N>02*hH8I32E4,12*+,--0>0E+D,@1C22*0k,N:

;1U,78W0;f>dA,@1e7"NJPb;EB=+>,1,-10?@@1A02T,=`,-132/1A,S,-7Q
*F,-/0,1=+>,1"20R821`"2S,-,1>,1=+>,1d9"2032/0?7;10@1UP5821<,-Ek
ED2E5O;2€d8L2PO0,18T,29058
1.1.3. Chức năng của phân phối :
C;,1:dA,m8L2";C;2*8,--0>,;V,-,15;C;21:,1N0R,/1C;2*+,-/R,1
2W,2D021G+7F2;L82*b;,:+EB,1r721j;10?,7F21>I7F2d9;1i;,S,-;1f
I38d>8EXI;f>/R,1@1X,@190
• Giới thiệu thông tin về sản phẩm :
•8C2*J,1@1X,@19021j;10?,;C;;1i;,S,-21<,-20,"21821T@21<,-20,
N./1C;11:,-20.7,S,-N:/1C;11:,-10?,;B"21<,-20,N.E9021f;D,12*>,1
&

*8I.,ED221<,-20,2^,1:dA,m8L2N]0;C;2*8,--0>,ZC,d["ZC,PwN:,-560
20R8=g,-Ek2D+dj218T,PO02*+,-H8C2*J,12*>+E_01:,-1B>
• Kích thích tiêu dùng :
•8C2*J,1@1X,@19021j;10?,1+D2EF,-2*8I.,ZC;C;21<,-20,N.1:,-
1B>N:;C;;15l,-2*J,1/18I3,/1U;120R821`/1C;E3,N]0/1C;11:,-N:2*8,-
-0>,
• Tiếp xúc thiết lập mối quan hệ :
C;<,-2I@1A021j;10?,;C;H8>,1?203@mb;EkmC;E4,1>0P:,-560
78>1:,-Q;C;-0>0E+D,/1C;,1>82*+,-/R,11<,-ZC+;1+/1C;11:,-Z032
;C;21<,-20,"21032PT@790H8>,1?215l,-7D0N:,1T,;C;El,Eo21:,-
• Thích ứng, hoàn thiện sản phẩm :
C;21:,1N0R,;f>/R,121j;10?,;C;1+D2EF,-,1r7-0>2S,-10?8H8A
;C;H8C2*J,12*>+E_0"2S-,2U,121U;1i,-N:1+:,210?,dA,@1e721<,-H8>;C;
1+D2EF,-,15!1X,P+D01:,-1B>"EB,--B0";8,-;L@;C;=4;1N`ZA+1:,1"
dv>;1p>"P\@*C@"25NL,
• Thương lượng :
1<,-H8>N0?;21j;10?,;C;21x>218T,"E:7@1C,P0R,H8>,E3,-0C;A
N:;C;E0.8/0?,ZC,1:,-"21j;10?,N0?;;18Ik,-0>+dQ1p81:,-1B>N:=4;1

N`
• Lưu thông hàng hóa :
1<,-H8>1+D2EF,-NT,EF,-"ZA+H8A,N:P58/1+1:,-1B>P:7;c8,90
-0p>dA,m8L2N:20R8=g,-0.81h>;8,-;c8-0p>;C;/18Nj;2142*56,-N:
-0p>;C;2160E0k720R8=g,-/1C;,1>8
• Tài chính, trang trải chi phí :
'

1<,-H8>1+D2EF,-ZC,1:,-21820.,"2J7/037;C;,-8W,2:0;1U,1
2*>,-2*A0;1+;C;1+D2EF,-dA,m8L2N:1+D2EF,-;f>/R,1
BP:;C;;1i;,S,-;1U,1;f>@1X,@190‚L,E.Eo2*>P:/1<,-@1A0;C;
;1i;,S,-2*R,;c,@1A0E5O;21j;10?,7:P:>0dM21j;10?,;1i;,S,-EB1:
dA,m8L2;B21k21j;10?,132;C;;1i;,S,-2*R,"28I,10R,,BdM@1X,2C,/1A
,S,-N:,-8W,Pj;;f>1aEW,-2160;10@1U21j;10?,dM2S,-PR,‚0?;;18Ik,
-0>+;C;;1i;,S,-,:I;1+;C;28*,--0>,dM-0A7210k8;10@1UN:21j;10?,
;18IR,7<,1B>;>+1l,";B10?8H8A1l,gI21G+2J,11J,12142*56,-7:
<,-2IdMH8I32E4,17i;EF;18Ik,-0>+;C;;1i;,S,-;1+;C;,1B7,-560
/1C;
1.1.4.Các dạng kênh phân phối
Kênh trực tiếp :
1:dA,m8L2ZC,1:,-2*j;203@;1+,-56020R8=g,-"/1<,-21<,-
H8>;L@2*8,--0>,,:+W7;B;C;@15l,-@1C@!ƒC,E3,2T,,1:"ZC,21G+
215Eo21:,-N:ZC,H8>;C;;v>20?7ZC,Pw;f>,1:dA,m8L2
„D,-/R,1,:I;B58E0k7EA7ZA+;1+,1:dA,m8L2,\7Z\2/4@2160
,1p,-21<,-20,N:IR8;c8;f>,-56020R8=g,-";B21k-0A7;10@1U@1X,
@190Ek1D-0CZ,CN:2S,-PO0,18T,8I,10R,,B/1<,-21j;10?,E5O;
,10?7N`
…
;18IR,7<,1+C",-560dA,m8L2@1A021j;10?,21R7;1i;,S,-P58
21<,-"ZC,1:,-,R,Pj;P5O,-Z4=:,2*A0"N9,;1T7P58;18Ik,"2S,-21R7

,10.8Ec8790@1i;2D@‚JNTI"/R,12*j;203@;1[E5O;dv=`,-1D,;132*+,-
7F2d92*56,-1O@†1:,-1+C;B2U,1;1L2215l,-@1e7Eo;Z0?2";B2U,1;1L2
20R8=g,-E4>@15l,-"H8I7<,1xZ‡"Eo;21gE90N]07F2d9P+D0dA,@1e7
;B-0C2*4/0,123;>+"IR8;c8/ˆ218T2dv=`,-N:1_2*O=4;1N`@1i;2D@
(

Kênh gián tiếp :
1:dA,m8L2ZC,1:,-;1+,-56020R8=g,-21<,-H8>;C;;L@2*8,--0>,
,15!C;ED0P•";C;,1:ZC,Z8<,"ZC,d["ZC,PwR,1-0C,203@-W7;B;C;
/R,1,15!R,1*b2-a,"/R,1@1X,@190EcIEf"/R,1Eo;Z0?2
tR,1*b2-a,y/R,17F2;L@z!
1:dA,m8L221<,-H8>;C;,1:ZC,PwEkZC,1:,-;1+,-56020R8=g,-
o;=gEY/1\;@1`;E5O;7F2@1c,,15O;E0k7;f>/R,12*j;203@,15EY
;Bdj@1X,;<,-;18IR,7<,1+C"-0A7E5O;Ec8790H8>,1?",S,-;>+/1A
,S,-EW,-ZF1+CP<1:,-;8A,1:@1X,@190",15,-N{,;h,,1p,-,15O;
E0k7;lZA,!Eh01x0,1:dA,m8L21+o;,1:ZC,Pw@1A0/0R7,-10?721R7
;1i;,S,-"1D,;132*J,1EFmY1F01+C;>+2*R,;A1>0Ps,1Nj;"/1BEA7ZA+
E5O;2U,1;X,E90N:P0R,2`;2*R,2+:,28I3,@1X,@190
tR,1@1X,@190EcIEfyR,11>0;L@z
1:dA,m8L221<,-H8>;C;,1:2*8,--0>,ZC,d[EwE5>1:,-E3,;C;,1:
ZC,PwEk2*j;203@ZC,;1+/1C;11:,-20R8=g,-XIP:=D,-/R,1;B,10.8
58E0k7,1L2N:Eo;2*5,-;1+2142*56,-mY1F01+CED22*J,1EF;>+=+EY
@1C218IE5O;,1p,-58213;f>2T@2*8,-;18IR,7<,1+C21G+2^,-Ps,1
Nj;"2S,-,1>,1,S,-d8L2P>+EF,-N:Nh,-H8>IN9P58EF,-8I,10R,"
=+;B,10.82*8,--0>,N:Ec8790H8A,P•P:7;1+;<,-2C;E0.8/10k,2+:,
ZF1?219,-/R,1@1X,@1902*Q,R,@1i;2D@";10@1UP],N:2160-0>,P58
EF,-=:0"=KmAI*>,1p,-Z03,EF,-1+o;*f0*+
tR,1Eo;Z0?2y/R,1,10.8;L@z
1>7-0>N:+/R,1,:I;B21R77F2d92*8,--0>,Eo;Z0?2,15ED0P•"7<0
-0]0,r7-0p>,1:dA,m8L2"ZC,d["ZC,PwN:,-56020R8=g,-

 )

B2156,-E5O;dv=`,-1p810?8E90N]07F2d9P+D07o21:,-7]07:
;C;,1:dA,m8L2-o@,10.8/1B/1S,2*+,-1+D2EF,-21<,-20,"H8A,-;C+"U2
/0,1,-10?721X7,1T@2142*56,-1+o;7F2d9P+D01:,-1+C;B2U,1;1L2dv
=`,-Eo;Z0?2"-0CZC,Z03,EF,-P],@1i;2D@
1.2.Thiết kế kênh phân phối:
*!* *+,-./012345647839 .
1021032/3/R,1@1X,@190@1A02J710k8/1C;11:,-7`;20R878>dA,
@1e7,:+"78>QEX8"2D0d>+1a78>"78>,15213,:+‰k2*AP60;C;;X81x0
EB=j>N:+@1X,2U;1;C;;1[20R8d>8!
•8I7<P<1:,-!n:d9P5O,-dA,@1e77:/R,1@1X,@190;1+@1‡@
7F2/1C;11:,-78>2*+,-7F2EO2
160-0>,;16EO0!n:/1+A,-2160-0>,2*8,-ZJ,17:/1C;11:,-;f>
/R,1@1X,@190@1A0;16EO0Ek,1T,E5O;1:,-1C;11:,-;Bm815],-
;1a,,1p,-/R,1@1X,@190-0>+1:,-,1>,1160-0>,-0>+1:,-;:,-,1>,1
21J7i;EFEA7ZA+=4;1N`;:,-;>+
4>E0k7218T,20?,!1k10?,7i;EF/R,1@1X,@1902D+E0.8/0?,=K
=:,-;1+,-56078>dA,@1e7C;1Z92*U;C;E0k7ZC,1:,-*F,-/1\@2*R,
;C;/18Nj;2142*56,-dM218T,PO0;1+,-56078>1l,NJ1a2032/0?7E5O;
2160-0>,N:;10@1UE0PD0"dp>;1p>",15,-EW,-2160;V,-P:72S,-;10@1U
;f>,-560ZC,,38/1A,S,-ZC,1:,-;f>7Š0E0k7ZC,1:,-P:/1C,1x
A,@1e7E>=D,-!38/R,1@1X,@190EA7ZA+E5O;;10.8*F,-;f>
P+D0dA,@1e7;:,-P],21JdA,@1e7;:,-E>=D,-"N:=+EB,BP:72S,-/1A
,S,-EC@i,-Eb,-,18;c87:/1C;11:,-Eh01x0i;EF218T,20?,N.E4>
E0k7dM;:,-2S,-21R7,p>/10dv=`,->*/G20,-2*j;203@


„4;1N`1_2*O!n:,1p,-=4;1N`@1`21R7y2U,=`,-58EY0"-0>+1:,-
2T,,1:"P\@Eo2"dp>;1p>z7:/R,1@1X,@190EA7,1T,„4;1N`1_2*O;:,-

,10.821J;<,-N0?;7:/R,1@1A021j;10?,;:,-,10.81l,
-10R,;i8;C;I3829EBdM-0b@;C;,1:H8A,2*4/R,1@1X,@190Eb,-
7i;EFEA7ZA+=4;1N`7:/1C;11:,-IR8;c8EkEC@i,-N:/1<,-,1L2
21032EC@i,-;>+/l,/1C;11:,-IR8;c8"ZQ0NJEC@i,-H8C;>+21J;10@1U
;:,-P],;1+@1X,@190N:={,E3,-0C2U,1;1+/1C;11:,-dM;>+
1.2.2. Các trung gian trong kênh phân phối :
• :271;<
n:,-560ZC,1:,-1B>;1+,-56020R8=g,-;890;g,-P:;C,1X,"1F-0>
EJ,1
1i;,S,-;1fI38;f>;C;,1:ZC,Pw!
tT@1O@N:@1X,P+D0dA,@1e72^,1p,-,1:;8,-;L@/1C;,1>8"d\@
m3@dA,@1e7Ek@1`;N`,18;c8@1+,-@1bN:E>=D,-;f>/1C;11:,-
t8,-;L@21<,-20,;1+,-56020R821`21<,-H8>H8A,-;C+"2*5,-Z:I"
,1X,N0R,ZC,1:,-8,-;L@21<,-20,@1A,1W0PD0;1+,1p,-21:,1N0R,@1X,
@190/1C;2*+,-/R,1
t„j2*pdA,@1e7"-10-0C";1L2m3@N:,1p,-;<,-N0?;;1S7dB;dA,
@1e7/1C;
tD+218T,20?,N:1+:,2L2,1p,--0>+=4;1Zr,-;C;1;8,-;L@N42*U"
-06-0L;ZC,1:,-";C;;1U,1dC;12U,=`,-N:;C;=4;1N`/1C;;1+/1C;11:,-
• :2717=
n:,1p,-,-56078>dA,@1e7N]0d9P5O,-P],EkZC,PD0;1+;C;,1:dv
=`,-;<,-,-10?@",1:ZC,PwN:,1p,-,1:ZC,Z8<,/1C;
1i;,S,-;1fI38;A;C;,1:ZC,Z8<,!
 !

t0b@,1:dA,m8L2N:,1:;8,-;L@=4;1N`@1X,@190dA,@1e7E3,
,1p,-E4>@15l,-7:1a;15>2D+E5O;H8>,1?N]0/1C;11:,-
t8L,P8I?,,1X,N0R,ZC,1:,-
t8,-;L@,1p,-1Š2*ON.,-10R,;i8>*/G20,-;1+;C;,1:dA,m8L2"
;8,-;L@=4;1N`";C;2_;1i;;f>,-56020R821`

tT@1O@"@1X,P+D0;C;El,1:,-Pw2w21:,17F2d9-0>+=4;1
tD+218T,PO0;1+=j2*pN:-0>+1:,-
tŠ2*O2:0;1U,1;1+,1:dA,m8L2N:,1:;8,-;L@=4;1N`Zr,-;C;12*A
20.,,->I"EW,-2160;V,-1Š2*O;A,1:ZC,PwZr,-;C;12*O;L@2U,=`,-
• >?;@
n:2*8,--0>,21j;10?,N0?;@1X,@190,15,-/1<,-dQ1p81:,-1B>7:
1a@1X,@190D0P•dM,1T,1+>1W,-2*R,-0CZC,
D0P•2156,-P:;C,1X,1+o;=+>,1,-10?@;BN42*U/0,1=+>,1218T,PO0"
;B,S,-Pj;ZC,1:,-D0P•;B21kED0=0?,;1+7F21+o;,10.8<,-2I/1C;
,1>8,15,-/1<,-P:;D,12*>,1;f>,1>8
• :AB4=C
n:2*8,--0>,-0pN>02*h-0]0210?8;1+,-56078>N:,-560ZC,-o@,1>8"
1Š2*O;1+N0?;215l,-P5O,--0p>E<0ZR,N:E5O;15Q,-21gP>+;1+dj@1`;N`
EB
1.2.3. Tầm quan trọng của trung gian trong phân phối :
‚0?;*>E60;C;2*8,--0>,21j;10?,;1i;,S,-@1X,@190dA,@1e7EY
-0b@;1+;C;=+>,1,-10?@;18IR,7<,1B>1+D2EF,-dA,m8L2;f>7J,1"7o;
=g1a7L2E0H8I.,/0k7d+C2N:dQ1p81:,-1B>,15,-N0?;dv=`,-;C;2*8,-
-0>,;B58E0k7d>8!
t1X,@1901:,-1B>*F,-/1\@"E5>1:,-1B>E3,2142*56,-7`;20R8
,167D,-P5]0;C;2*8,--0>,21>INJ,1:dA,m8L2@1A0@1X,@1902*j;203@
 "

t0A7Z]2P5O,-2W,/1+";18Ik,-0>+1:,-1B>H8>/1+;C;2*8,--0>,
032/0?7;10@1UP58/1+
t*8,--0>,-0b@;C;=+>,1,-10?@E0.81h>;8,-;c81:,-1B>"-0A7
/1+A,-;C;1N.E4>P•-0p>dA,m8L2N]020R8=g,-
tŠ2*O,-10R,;i8>*/G20,-;1+,1:dA,m8L216dj-c,-V0N]0214
2*56,-"1a;B/1A,S,-21L810k8*L2292,1p,-Eo;2*5,-N:,18;c8;f>/1C;1
1:,-

tŠ2*O,1:dA,m8L2EC@i,-,18;c8E>=D,-"El,Pw;f>/1C;11:,-
1:dA,m8L22156,-789,ZC,7F2d9P5O,-P],dA,@1e71l,P:-0A0H8I32
,1p,-El,1:,-Pw2w;f>/1C;11:,--56020R8=g,-PD021U;1;B,10.8,1Y,
10?8"7:8d\;"/U;1;|EkPj>;1a,k-0A0H8I32dj/1C;Z0?2,:I;c,dv=`,-
2*8,--0>,2*+,-203,2*J,1@1X,@190Z>+-W7;C;;<,-N0?;,152T@1O@;C;
,-8W,1:,-"@1X,;10>"@1X,P+D0"d\@m3@EW,-ZF
t0A7210k8d9P5O,-203@mb;2*j;203@N]0/1C;11:,-!
1.2.4. Điều kiện và trách nhiệm của các thành viên trong kênh phân phối .
1:dA,m8L2@1A0E4,1*‹;C;E0.8/0?,N:2*C;1,10?7;f>;C;21:,1N0R,
21>7-0>N:+/R,1@1X,@190"Z>+-W7N0?;;X,,1\;;C;I3829;1fI38,15!
1U,1dC;1-0C"E0.8/0?,ZC,1:,-"H8I.,1D,21G+PY,121_"2*C;1,10?7N.
=4;1N`1_2*O7:21:,1N0R,2*+,-/R,1@1X,@190@1A021j;10?,
1U,1dC;1-0CEh01x0,1:dA,m8L2@1A0mXI=j,-ZA,--0CN:ZA,-
;1032/1L87:,1p,-,-5602*8,--0>,;<,-,1T,P:;<,-Zr,-N:N^>Ef
0.8/0?,ZC,1:,-Z>+-W7!AE0.8/0?,21>,12+C,N:2*C;1,10?7
ZA+1:,1;f>,1:dA,m8L2
 #

•8I.,1D,21G+PY,121_!V,-P:E0.8/0?,H8>,2*a,-2*+,-H8>,1?
-0p>dA,m8L2N:;C;2*8,--0>,2*+,-@1X,@190;C;2*8,--0>,;c,@1A0Z032
@1D7N01+D2EF,-ZC,1:,-;f>1a"2142*56,-7:1aE5O;H8I.,ZC,1:,-
-+:0*>,1:dA,m8L2;V,-@1A0P:7*‹-0p>7J,1N:;C;2*8,--0>,
@1X,@190N.;C;=4;1N`1_2*O,15H8A,-;C+"25NL,H8A,2*4"18L,P8I?,
,1X,N0R,
1.3. Quản lý kênh phân phối :
*"* D;E4932276/0,F .
89,/R,1@1X,@1901+D2EF,-10?8H8A21J;c,@1A0mC;E4,1*‹@1A0
N5l,-2]02142*56,-7`;20R8,:+‰7i;EF@1`;N`/1C;11:,-2]0EX8‰N:;C;
2*8,--0>,1+D2EF,-*>d>+‰„+EB;C;,1:@1X,@190@1A02*0k,/1>0,1p,-7`;
20R8;f>7J,12*+,-;C;E0.8/0?,*:,-Z8F;2^@1U>/1C;11:,-"2^dA,@1e7"2^

2*8,--0>,@1X,@190"E9021f;D,12*>,1";1U,1dC;1;f>=+>,1,-10?@N:Eo;
E0k7;f>7<02*56,-/0,1=+>,1
o;E0k7;f>,-56020R8=g,-!10=+>,1,-10?@789,N5l,-2]0/1C;1
1:,-d9,-*F,-*A0*C;21J/R,1@1X,@190=:038/1C;11:,-78>E.8Eo,-
2^,-P5O,-,1x;V,-;c,/R,1@1X,@190=:0NJEC@i,-,18;c8U27:E.8
Eo,21J*L229,/‡7
o;E0k7dA,@1e7!o;E0k7;f>dA,@1e7N./U;1;|"2*a,-P5O,-"
7i;EF20R821`"-0C2*4El,N4dA,@1e7"2U,1=K151x,-,1p,-dA,@1e7
;W,-/.,1"/190P5O,-P],21J@1A0EA7ZA+;jPI-c,N:1D,;13d9Pc,Z9;
2*+,-H8C2*J,1NT,;18Ik,2^,1:dA,m8L2E3,,-56020R8=g,-1p,-dA,
@1e7-0C2*4P],21J=+ZF@1T,ED0=0?,,1:dA,m8L2@1X,@1902*j;203@
/1<,-H8>2*8,--0>,,:+
 $

o;E0k7;f>;C;2*8,--0>,@1X,@190!‚0?;Pj>;1a,/R,1@1A0@1A,
C,1E5O;E0k77D,1N:E0k7I38;f>;C;2*8,--0>,@1X,@1902*+,-N0?;
21j;10?,;C;;<,-N0?;;f>1a‚U=`,15d9/1C;11:,-7:7F2ED0=0?,ZC,
1:,-;B21k203@mb;E5O;2*+,-7F22160-0>,,1L2E4,1N:2*+,-d9EB;BZ>+
,10R8/1C;11:,-218T,Ph,-78>dA,@1e7"1>I;10@1U2U,12*R,7F2/1C;1
1:,-;B21k/1C;,1>8Q;C;2*8,--0>,@1X,@190
o;E0k7E9021f;D,12*>,1!„+>,1,-10?@;c,@1X,2U;1"@1C210?,
,1p,-58213N:1D,;132*+,-H8C2*J,1@1X,@190;f>E9021f;D,12*>,1Ek
21032/3/R,1@1X,@190;f>7J,1;B/1A,S,-;D,12*>,1;>+1l,
o;E0k7=+>,1,-10?@!o;E0k7=+>,1,-10?@dMH8I32E4,1H8I7<
EC@i,-,18;c82142*5h,-N:/1A,S,-Pj>;1a,2*8,--0>,@1X,@190@1g
1O@‚L,E.P:,-8W,Pj;2:0;1U,1;<,-2IdMH8I32E4,1/R,1@1X,@190,:+
o;E0k77<02*5h,-/0,1=+>,1!8ŒE0.8/0?,7<02*56,-7:=+>,1
,-10?@Pj>;1a,/R,1@1X,@190@1g1O@10,.,/0,1213E>,-d8I21+C021J
,1:dA,m8L2dME5>dA,@1e7N:+2142*5h,-21G+;C;1U229,/‡7,1L2Ek1D,
;13*f0*+0.8,:I;B,-1s>P:1adMdv=`,-;C;/R,1,-\,N:ZxZ]2,1p,-

=4;1N`/1<,-;c,21032P:7-0CZC,2S,-PR,-+:0*>,1p,-H8IE4,1N:
,1p,-E0.8/0?,Z\2Z8F;N.7o2Z8F;@1C@P•;V,-A,115Q,-2]0N0?;Pj>
;1a,/R,1@1X,@190
1.3.2.Tuyển chọn các thành viên tham gia vào kênh phân phối 
V,--09,-,1528Ik,;1a,P>+EF,-2*+,-=+>,1,-10?@"2*+,-H8C2*J,12_
;1i;1+D2EF,-;f>/R,1"=+>,1,-10?@@1A0Pj>;1a,N:2181b2;C;2*8,--0>,
;`21k21>7-0>N:+/R,1@1X,@190;f>7J,1„g=K1>I/1B/1S,2*+,-28Ik,
7F2*8,--0>,";C;=+>,1,-10?@@1A0U2,1L2mC;E4,1E5O;;C;2*8,--0>,292
@1A0;B,1p,-Eo;E0k7-J
 %

Š0=+>,1,-10?@;B/1A,S,-/1C;,1>82*+,-N0?;2181b2;C;2*8,--0>,
/1C;,1>8;1+/R,128Ik,;1a,*8,--0>,E5O;Pj>;1a,;c,ZA+EA7;C;E0.8
/0?,!
t‚.21X7,0R,2*+,-,-1.N:dj>710k8N./ˆ218T2"215l,-7D0,1p,-dA,
@1e7EYZC,N:2142*56,-20R821`
t1A,S,-;ldQNT2;1L2/ˆ218T2N:;C;7i;;102*A
t•I2U,",1Y,10?8N:790H8>,1?N]0/1C;11:,-"-0]0;<,-H8I.,
tC;m815],-P0R,=+>,1N:@1C22*0k,2*+,-25l,-P>0
t•8I7<N:;1L2P5O,-;f>Pj;P5O,-ZC,1:,-
38,-5602*8,--0>,P:7F2;v>1:,-ZC;11+C789,E5O;@1X,@190EF;
H8I.,"=+>,1,10?@dM789,EC,1-0CN.E4>E0k7;v>1:,-"/1A,S,-@1C22*0k,
2*+,-25l,-P>0N:P+D0/1C;11:,-2156,-P802]0
1.3.3. Kích thích các thành viên trong kênh phân phối .
C;2*8,--0>,@1X,@190;c,@1A0E5O;/U;1P?2156,-m8IR,Ek1aP:7
292;<,-N0?;E5O;-0>+C;E0.8/1+A,7:1a;1L@218T,/1021>7-0>/R,1
@1X,@190;V,-2D+*>E5O;7F2djEF,-N0R,,:+EB",15,-;c,E5O;Z_d8,-
21R7N0?;18L,P8I?,"-0C7dC2N:/18I3,/1U;11:dA,m8L2@1A0P8<,,-1s
*r,-7J,1/1<,-;1[ZC,1:,-21<,-H8>;C;2*8,--0>,7:;B,ZC,1:,-;1+
;C;2*8,--0>,,p>

k/U;121U;1;C;2*8,--0>,@1L,EL821j;10?,292;C;IR8;c8E5O;Eo2
*>;c,@1A0Z\2Ec82^,_Pj;;f>,1:dA,m8L2Ek21j;10?,E5O;7`;EU;1N:
,18;c81+D2EF,-;f>2*8,--0>,
c,@1A0,1T,21i;EcIEfN>02*hN:N42*UEF;PT@;f>2*8,--0>,2*+,-214
2*56,-"N]0,1p,-7`;20R8N:;1i;,S,-;`21k"1a;B21k2D+218T,PO0N:
 &

@1901O@1+DIEF,-/0,1=+>,11+o;;B21k,-S,;A,N:Z:0mU;1E90N]0;C;
,1:dA,m8L2‚JNTI"Ek203@;T,;B10?8H8A;C;,1:2*8,--0>,";C;,1:dA,
m8L22156,-NT,=`,-Z>/0k8H8>,1?;1fI38d>8!
•8>,1?1O@2C;;g,-;BPO0!ƒR,;D,1,1p,-/U;121U;12U;1;j;,15
2S,-PO0,18T,"2*O;L@H8A,;C+"-0>+=4;1EF;H8I.,"210E8>=+>,1d91a
;h,dv=`,-,1p,-Z0?,@1C@2*^,-@1D2"EG=+D,38/1<,-EA7ZA+IR8
;c80k7I38;f>;C;121i;,:IP:;C;,1:dA,m8L2EY/1<,-21j;dj10k8
Z032;C;NL,E.N:dj2C;EF,-/1C;1H8>,E90N]02^,-2*8,--0>,2*+,-
,1p,-2J,1189,-/1C;,1>8N:EcIZ03,EF,-;f>2142*56,-15>;+0;C;
2*8,--0>,,15,1p,-,-560ZD,E56,-;g,-;18,-d9@1T,N]0,1:dA,m8L2
•8>,1?1g,1D@!„j>2*R,790H8>,1?PX8=:0N:-\,ZB1l,-0p>
,-560dA,m8L2N]0;C;2*8,--0>,
1:dA,m8L2dM2*J,1Z:I*‹;C;IR8;c8E90N]0;C;2*8,--0>,N:2J7
/037dj21+A218T,N]0;C;2*8,--0>,N.2^,-;1U,1dC;1o2*>;C;7i;EY0
,-FN:;10@1U21G+dj-\,ZB;f>;C;2*8,--0>,2*+,-2^,--0>0E+D,21j;
10?,;1U,1dC;1EB
nT@;15l,-2*J,1@1X,@190!n:/0k821+A218T,203,ZFN:58N0?2,1L2
1j;;1L2790H8>,1?,:IP:dj219,-,1L2-0p>,-560dA,m8L2N:;C;,1:
2*8,--0>,@1X,@1902*+,-N0?;;g,-mXI=j,-7F21?219,-203@214=a;;B
H8I1+D;1";B,-560H8A,P•N:E0.8/10k,;18,-;1+2+:,1?219,-
1.3.4. Phương pháp đánh giá các thành viên trong kênh phân phối .
1:dA,m8L2;c,@1A02156,-m8IR,1+o;E4,1/ŒEC,1-0C1+D2EF,-@1X,
@190;f>,1p,-2*8,--0>,E5O;Pj>;1a,21G+,1p,-20R8;18e,,1L2E4,1"P:7

;l;Q;1+N0?;C@=`,-;C;;1U,1dC;1215Q,-@1D2"EA7ZA+;1+1+D2EF,-@1X,
@190E0Eb,-15],-N:10?8H8A
 '

C;20R8;18e,2156,-E5O;;1a,EkEC,1-0C,15!
t4,17i;=+>,1d9N:7i;ED221j;232*+,-2^,-2160/Œ
ti;EFP58/1+2*8,-ZJ,1
t160-0>,,-\,,1L21+o;2*8,-ZJ,1-0>+1:,-;1+/1C;1
tC;1dvP•1:,-1+C21L221+C21+o;151x,-
ti;1O@2C;2*+,-;C;;15l,-2*J,1H8A,-;C+N:10?8H8A;f>2^,-EO2
H8A,-;C+EB
t1p,-=4;1N`EYP:7;1+/1C;1
t+D2EF,-E:+2D+N:18L,P8I?,,1X,N0R,ZC,1:,-
1:dA,m8L22156,-Eo2E4,17i;=+>,1d9;1+;C;2*8,--0>,>87Š02160
/Œ",1:dA,m8L2;B21k;1+P581:,17F2=>,1dC;17i;=+>,1d9ED2E5O;;f>
2^,-2*8,--0>,„>,1dC;1,:I;B21k/U;121U;1,-5602*8,--0>,Q1D,-21L@;9
-\,-1l,,p>N:/103,,-5602*8,--0>,Q1D,-Ec8;9-\,--0p7i;ED2;f>
7J,1i;=+>,1d9ED2E5O;;f>;C;2*8,--0>,;B21kE5O;d+dC,1N]07i;1a
EYE5O;2*+,-/Œ2*5];EB€P?2S,-203,2*8,-ZJ,1;f>;A,1B7;B21kE5O;
=g,-,157F220R8;18e,
8I,10R,"N0?;EC,1-0C;C;21:,1N0R,2*+,-/R,1@1X,@190@1A028X,21G+
20R8;18e,@1C@P•N:E5O;;C;21:,1N0R,2*+,-/R,1f,-1F
1.4.Các chính sách hỗ trợ cho phân phối:
1.4.1.Chính sách sản phẩm:
F2;1U,1dC;1Eb,-E\,P:;ldQ;1+;<,-2C;20R821`ED210?8H8A*+,-
;1U,1dC;1dA,@1e7EY;1[*>d9P5O,-";1f,-P+D0dA,@1e7P:Z>+,10R8";1L2
P8O,-*>d>+‰ƒ>+-0628,-*>2142*56,-;h,;c,7F2;1U,1dC;1E.*>,1r7P58
21<,-1:,-1+CEB„+NTI;1U,1dC;11:,-1+CN:1:,-1+CP8<,P8<,;B790
 (


H8>,1?;1o2;1MN]0,1>8•8>@1X,@1907]0;B21k21j;10?,E5O;-0C2*41:,-
1+C;f>;C;P+D0dA,@1e7"E.*>;1U,1dC;1dA,@1e7EB"EW,-2160H8>20R821`
;V,-@1A,C,1E5O;/32H8A";<,-=`,-"U;1PO0;f>N0?;mXI=j,-;1U,1dC;1
dA,@1e7
15NTI;1U,1dC;1dA,@1e7EA7ZA+;1+=+>,1,-10?@21j;10?,E5O;;103,
P5O;20R821`dA,@1e7,15!7`;20R8PO0,18T,"7`;20R8213Pj;N:7`;20R8>,
2+:,
1.4.2. Chính sách giá cả:
1<,-2156,-;C;=+>,1,-10?@E.8,-10R,;i8/ˆ2142*56,-"mG7m‡2
7i;-0CE5>*>;f>;C;E9021f;D,12*>,1N.dA,@1e7;g,-P+D02*R,;ldQ-0C
21:,1;f>dA,@1e7EB2*5];/10E5>*>;1U,1dC;1-0C;AEkEA7ZA+=+>,1d9
EfEkZgE\@2+:,ZF;10@1U/0,1=+>,1
8I,10R,;C;=+>,1,-10?@;h,;B21k=g,-;C;;1U,1dC;1;1032/1L8d9
P5O,-P],";1032/1L8;1i;,S,-";1032/1L82160N`ŽEk/U;121U;12*8,--0>,
ZC,E5O;,10.8dA,@1e7-0A72W,/1+N:2S,-PO0,18T,;1+=+>,1,-10?@
1.4.3. Chính sách hỗ trợ thông qua hoạt động khuyếch trương:
F2d9,1:dA,m8L2203,1:,11+D2EF,-/18I3;12*5l,-15],-N:+;C;
2142*56,-7`;20R8;f>7J,1Ek21b;EeIdA,@1e7H8>1?219,-@1X,@190"2D+
E0.8/0?,218T,PO0;1+N0?;ZC,"218E5O;PO0,18T,=:01D,N:NJ0NTI7F2;C;1
-0C,203@EA7ZA+dj1O@2C;-0p>;C;21:,1N0R,2*+,-1?219,-@1X,@190C;
;<,-;`;1U,1;Bd•,E90N]0;C;,1:dA,m8L2Ek203,1:,1;C;1+D2EF,-
/18I3;12*5l,-P:!H8A,-;C+"ZC,1:,-;C,1X,"1Š2*O,-560ZC,Pw";C;
@15l,-20?,21<,-20,ED0;1b,-"mb;203,ZC,
1.5. Những nhân tố ảnh hưởng đến phân phối :
1.5.1. Xử lý đơn đặt hàng :
!)

XIP:;<,-N0?;Ec820R,ƒF@1T,mvP•El,Eo21:,-@1A0,1>,1;1B,-
/0k72*>PD0/1C;11:,-"Eo;Z0?2P:/1A,S,-21>,12+C,;f>1a>8EBPT@;C;
1B>El,N:;1i,-2^;c,21032Ek-0>+;1+;C;ZF@1T,/1C;21j;10?,;C;/1X8

203@21G+
1.5.2. Lưu kho :
a0<,-2IE.8@1A0ZA+H8A,1:,-1B>;1+E3,Pb;ZC,_;1i;ZA+
H8A,P:;c,21032NJ;182*J,1dA,m8L2N:20R8=g,-U2/102*g,-/1]@N]0,1>8
<,-2I;c,H8I32E4,1d9P5O,-,1p,-E4>E0k7/1+ZY0NJ,BdM-0b@E5>1:,-
1B>E3,,-56078>7F2;C;1,1>,1;1B,-9P5O,-E4>E0k7/1+ZY0@1A0E5O;
2U,12+C,EkED22]0dj;X,Zr,--0p>=4;1N`;1+/1C;1N:;10@1U@1X,@190
1.5.3. Xác định lượng hàng tồn :
qC;E4,1P5O,-1:,-2W,/1+;V,-P:7F2H8I32E4,1A,115Q,-E3,N0?;
21x>7Y,/1C;11:,-NJ/10EB;C;El,1:,-E5O;mvP•,->IPT@2i;15,-E90
N]0<,-2IN0?;=8I2*J7F2/190P5O,-1:,-=j2*pP],,15NTIP:E0.8/1<,-
;BPO0„+EB;C;=+>,1,-10?@@1A02U,12+C,132di;2[7[;1+NL,E.,:INJ,B
A,115Q,-E3,=+>,1d9N:PO0,18T,;f>1a
1.5.4. Chọn phương tiện vận chuyển :
XIP:H8C2*J,1Pj>;1a,@15l,-20?,NT,2A021U;11O@2*R,;ldQ2U,1
2+C,d9P5O,-1:,-1B>"/1+A,-;C;1-0p>E0k7,1T,"E0k7-0>+"2160-0>,-0>+
,1T,EkE5>1:,-1B>E3,,l078>1:,-7F2;C;1EcIEf"/4@2160N]0;10@1U
1O@P•,1L2
„+>,1,-10?@;B21kPj>;1a,7F21>I,10.8;C;@15l,-20?,NT,;18Ik,
d>8!
t‚T,;18Ik,E56,-d\2
t‚T,;18Ik,E56,-21fI
t‚T,;18Ik,E56,-ZF
t‚T,;18Ik,E56,-9,-
!

t‚T,;18Ik,E56,-1:,-/1<,-
1.5.5.Đặc điểm của doanh nghiệp:
o;E0k7;<,-2I-0pdA,@1e7H8>,2*a,-1l,N0?;Pj>;1a,/R,1
t‚.H807<!N0?;Pj>;1a,;L82*b;/R,1@1`218F;N:+H807<;f>=+>,1

,-10?@
t‚./1A,S,-2:0;1U,1!38/1A,S,-2:0;1U,1;f>;<,-2IP],dMU2@1`
218F;N:+;C;2*8,--0>,",382J,11J,1;f>;<,-2I7D,1;<,-2I;B21kZC,
1:,-2*j;203@;1+,-56020R8=g,-‚J/10203,1:,1ZC,1:,-;<,-2I;1[Zx*>
7F2P5O,-N9,U2Ek21j;10?,;<,-N0?;,:I
t0,1,-10?7H8A,P•;f>;<,-2I!/10;<,-2I;15>;B/0,1,-10?7
H8A,P•21J/R,1@1X,@190;f>;<,-2I;c,E5>N:+;C;=4;1N`;f>2*8,--0>,
;BEcIEf;C;;1i;,S,-;f>,1:ED0=0?,;f>dA,m8L2
tC;7`;20R8N:;103,P5O;!7`;20R8N:;103,P5O;;18,-;V,-,15
7`;20R8N:;103,P5O;dA,m8L2/0,1=+>,1;f>;<,-2I;B21k1D,;13dv=`,-
;C;2*8,--0>,C;;103,P5O;@1X,@1907D,1;B21kmb;203,2U;1;j;N:@1A,
C,1,1>,1;1B,-dj21>IE_0;f>2142*56,-dMmC;PT@;C;;L82*b;/R,1;B21k
;1+;<,-2Idv=`,-;103,P5O;,:I
1.5.6. Đặc điểm của thị trường:
o;E0k72142*56,-P:,.,2A,-;lZA,mC;E4,1/10mXI=j,-1?219,-
@1X,@190
4>P•2142*56,-!E5>*>H807<E4>P•;f>2142*56,-N:/1+A,-;C;12^
,-560dA,m8L2E3,2142*56,-
•807<2142*56,-!d9P5O,-/1C;11:,-;f>2142*56,-"H807<214
2*56,-;c,mC;E4,1"d9P5O,-/1C;11:,-;:,-P],21JH807<2142*56,-;:,-
P],
T2EF2142*56,-!d9P5O,-/1C;11:,-2*R,7F2El,N4=0?,2U;1",1J,
;18,-7T2EF2142*56,-;:,-21L@21J;:,-/1B@1X,@190N:;10@1U;>+1[
!!

={,;18,-P:2142*56,-;:,-@1X,2C,*F,-*Y021J;:,-dv=`,-;C;2*8,--0>,
,10.8",-5O;PD02142*56,-;:,-2T@2*8,-";:,-,R,2*C,1dv=`,-;C;2*8,-
-0>,
:,1N02142*56,-!
t-56020R8=g,-78>,15213,:+‰

t8>/10,:+‰
t8>QEX8‰
t078>‰
Š01:,1N0;f>/1C;11:,-;B21k;B,1p,-A,115Q,-/1C;,1>8E3,
;L82*b;1?219,-@1X,@190
1.6. Thị trường hàng tiêu dùng Việt Nam:
:,-20R8=g,-‚0?2>7-0p7F2N42*UH8>,2*a,-2*+,-,.,/0,123‚0?2
>7BEB,--B@7F2@1c,/1<,-,1xN:+dj@1C22*0k,/0,123N:P:7F22*+,-
,1p,-2137D,1;f>;f>,1p,-=+>,1,-10?@ZC,Z8<,ZC,Pw‚0?2>710?,
,>I
:,-=?27>I‚0?2,>7@1c,P],E5O;m8L2/1e88I,10R,;1L2P0?8NA0
dO0;f>‚0?2
!"

Chng 2:
TèNH HèNH HOT NG KINH DOANH V THC TRNG V VN
PHN PHI SN PHM HNG TIấU DNG CA CễNG TY TNHH
THNG MI LONG ANH
2.1.Tng quan v cụng ty:
2.1.1. Quỏ trỡnh hỡnh thnh v phỏt trin ca cụng ty TNHH Thng mi
Long Anh
Tên công ty: Công ty TNHH Thơng mại Long Anh.
Trụ sở chính: 34 Cao Thắng P. Lam Sơn TP. Thanh Hoá
Điện thoại: 037.3852941. Fax: 037.3856998.
Công ty TNHH Thơng mại Long Anh đợc thành lập năm 1999 , Công ty đợc tổ
chức và hoạt động theo luật doanh nghiệp.
Công ty đợc cấp Giấy phép kinh doanh số: 2603000019 ngày 20 tháng 11
năm 1999. Công ty có con dấu riêng, có tài khoản mở tại NHNN&PTNT TP.
Thanh Hoá.
Qua quá trình hoạt động công ty vẫn giữ vai trò của mình là đơn vị chuyên

phân phối các loại hàng hoá phục vụ cho nhân dân trong toàn Tỉnh Thanh Hoá,
nay Công ty đã xây dựng hệ thống tài sản, cơ sở vật chất khá lớn với 1 chiếc xe
Civic, 15 xe chở hàng, 2 kho đông lạnh, 3 kho để hàng đúng tiêu chuẩn vvv;
phục vụ tốt cho quá trình kinh doanh.
* Những thành tích mà công ty đã đạt đợc trong những năm qua:
- Thực hiện tốt công tác lãnh đạo, xây dựng Công ty và các tổ chức đoàn thể.
Kết quả đạt đợc:
- Năm 2010: Kế hoạch 26,5 tỷ thực hiện đợc 28.5 tỷ bằng 107,5%.
- Năm 2011: Kế hoạch 29,0 tỷ thực hiện đợc 30,5 tỷ bằng 105,1%.
- Năm 2012: Kế hoạch 31,5 tỷ thực hiện đợc 33,5 tỷ bằng 107,5%.
Doanh số bán ra:
- Năm 2010: Kế hoạch 23,0 tỷ thực hiện đợc 24,1 tỷ bằng 104,7%.
- Năm 2011: Kế hoạch 25,0 tỷ thực hiện đợc 26,4 tỷ bằng 105,6%.
- Năm 2012: Kế hoạch 27,0 tỷ thực hiện đợc 28,5 tỷ bằng 105,5%.
Các chỉ tiêu khác công ty đều thực hiện tốt nh:
- Các khoản nộp ngân sách nhà nớc hàng năm thực hiện 100%.
- Tăng thu nhập bình quân đầu ngời qua các năm.
2.2: Đặc điểm hoạt động và cơ cấu tổ chức của đơn vị.
2.2.1: Chức năng, nhiệm vụ, ngành nghề kinh doanh.
2.2.1.1: Chức năng:
!#

Công ty TNHH Thơng mại Long Anh thực hiện các chức năng sau:
- Kinh doanh dịch vụ các ngành nghề trong phạm vi đăng ký kinh doanh phù
hợp với pháp luật.
2.2.1.2: Nhiệm vụ:
- Kinh doanh đúng ngành nghề đã đăng ký, chịu trách nhiệm trớc kết quả
kinh doanh, chịu trách nhiệm trớc khách hàng và pháp luật về sản phẩm và
các dịch vụ Công ty thực hiện.
- Xây dựng chiến lợc phát triển kinh doanh phù hợp với chức năng, ngành

nghề, phạm vi kinh doanh của công ty và phù hợp với nhu cầu thị trờng.
- Thực hiện nghĩa vụ đối với ngời lao động theo luật định.
- Thực hiện các quy định của nhà nớc nh an ninh, môi trờng, phòng
cháy, thực hiện các chế độ báo cáo thống kê toán định kỳ và bất thờng theo
quy định của nhà nớc.
- Chịu sự kiểm tra của các cơ quan quản lý Nhà nớc, tuân thủ các quy định
của Nhà nớc về thanh tra.
- Thực hiện đúng chế độ và quy định về quản lý với tài sản, các quỹ hạch
toán, kế toán, thống kê, chế độ kiểm toán và các chế độ khác theo quy định
của pháp luật.
- Công ty chịu trách nhiệm về tính chính xác của báo cáo tài chính.
- Thực hiện các khoản nộp thuế, nộp ngân sách Nhà nớc theo quy định.
2.2.1.3: Ngành nghề kinh doanh
Dch v - Thng Mi Xut Nhp Khu
Công ty TNHH Thơng mại Long Anh kinh doanh các mặt hàng sau:
- Hàng công nghệ phẩm nh: Bột giặt ômô, nớc rửa chén sunlight, các loại dầu
gội Dove, Clear vvv;
- Hàng dầu ăn: Simply, neptue, mezan vvv;
- Sữa bột: Enphamama, en pha grow vvv;
- Hàng gia dụng: Philip, Blutone, Sharp, vvv;
- Hàng kem ăn nh: Merino, kitddi, vvv;
- Hàng Sữa Enfa,.
- Dịch vụ Thẩm mỹ viện.
2.2.2: Đặc điểm tổ chức kinh doanh, quy trình công nghệ:
!$
Hàng hoá mua về
(Kem ăn, sữa bột,
gia dụng vvv;)
Nhập
kho

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