HOÀN THIỆN hệ THỐNG KÊNH PHÂN PHỐI tại CÔNG TY cổ PHẦN ô tô TUẤN NAM TRANG

TRƯỜNG ĐẠI HỌC CN TP. HỒ CHÍ MINH
(CƠ SỞ THANH HÓA)
KHOA KINH TẾ
d&c
BÁO CÁO THỰC TẬP TỐT NGHIỆP


GVHD : LÊ ĐỨC LÂM
SINH VIÊN : TRỊNH THỊ HƯƠNG
MSSV : 09025633
LỚP : CDQT11TH
 !"#$%&'()%*)
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
LỜI CAM ĐOAN
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
LỜI CẢM ƠN
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
NHẬN XÉT CỦA ĐƠN VỊ THỰC TẬP
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888

8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
Ngày … tháng … năm 2012
Thủ trưởng đơn vị thực tập
9:".-;< $=>?@
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
Ngày … tháng … năm 2012
Giảng viên
+,-,./0012$ 34567**

Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
NHẬN XÉT CỦA GIẢNG VIÊN PHẢN BIỆN
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888
Ngày … tháng … năm 2012
Giảng viên
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
DANH MỤC TỪ VIẾT TẮT
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
DANH MỤC BẢNG BIỂU, SƠ ĐỒ, HÌNH
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
MỤC LỤC
3A888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888,

3ABC88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888,,
DEFGCHIJD8888888888888888888888888888888888888888888888888888888888888888888888888888888888,,,
DEFGBHKL6M88888888888888888888888888888888888888888888888888888888888888888888,-
DEFGBHBN888888888888888888888888888888888888888888888888888888888888888888888888-
6OPHQR8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888-,
6ONBNS!+CT!U8888888888888888888888888888888888888888888888888888888888888888888888888888-,,
O3O88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888V
3AW88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*
KC*3X3DCNBH+BY888888888888888888888)
*8*8ZHCNBH88888888888888888888888888888888888888888888888888)
*8*8*8#,,[(888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888)
*8*8)8H,"/\888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888)
*8*8]8^_'$_`5a5b,8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]
*8*8c8#_=d$e.5a5b,88888888888888888888888888888888888888888888888888888888888888888888888888888888888888c
*8*8c8*8."/f_",g5888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888c
*8*8c8).$,#",g5888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888c
*8)8QQ8888888888888888888888888888888888888888888888888888888888888888888888888888888888888&
*8)8*8a"h_i.?_j?_`e#_;$-k(^_<l<m(nmo=0_-p888888888888888888888888888888&
*8)8)8#_"/?$$,"/o$e.5a5b,8888888888888888888888888888888888888888888888888888888888888888888888q
*8)8)8*8;n#rs888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888q
*8)8)8)8;n#n?t8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888q
*8)8)8]8d,r:88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888q
*8)8)8c8$1u,(t,$,4,88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888v
*8)8]8j(w?"/x$_`"/?$$,"/o$5a5b,88888888888888888888888888888888888888888888888888888v
*8)8c8,k?e,[-;"/#_,[(_`_#_";-,."/o$e.5a5b,888888888888888888888888v
*8]8*8,g"ry5z$(p_",.?-;/;$n?l__`e.5a5b,88888888888888888888888888888888888V
*8]8)8?i{_x_#_";-,."($,-;oe.5a5b,8888888888888888888888888888888888888888|
*8]8]8h_"h__#_";-,."/o$e.5a5b,888888888888888888888888888888888888888888888888888888|
*8]8c812$5#5<#$,#_#_";-,."/o$e.5a5b,888888888888888888888888888888888*%
*8c8}~+}•€8888888888888888888888888888888888888888888888888888888**

*8c8*8h•#_•m5‚(8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888**
*8c8)8h•#_$,#_m888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888**
*8c8]8h•#_ƒ"/„"t$w?od"<l$e?ig_"/12$888888888888888888888888888888888888888**
*8&8ZBKWQ8888888888888888888888888888888888888888888*)
*8&8*8E…r:<2<†";$888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*)
*8&8)831?eo88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*)
*8&8]8E#_<0r1„$;$"‡888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*)
*8&8c8x512$",[-y_?i{888888888888888888888888888888888888888888888888888888888888888888888888888888*)
*8&8&8†_<,{(_`=o$,[588888888888888888888888888888888888888888888888888888888888888888888888888888888888*)
*8&8q8†_<,{(_`"0"/1u$88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*]
*8v8IKAH8888888888888888888888888888888888888888888888888888888888888888888888888*]
KC)J88888888888888*q
*UUˆ6G
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*q
)8*8*8.-;<0_‰_`_t$"i88888888888888888888888888888888888888888888888888888888888888888888888888888888888888*q
)8*8)87?#"/ŠŠ";-;5#""/,{88888888888888888888888888888888888888888888888888888888888888888888888888*q
)8*8]8^_'$,[(-p_`_t$"i888888888888888888888888888888888888888888888888888888888888888888888888888*V
)8*8]8*8^_'$88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*V
+,-,./0012$ 34567**
Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
)8*8]8)8,[(-p8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*V
)8*8c8†_<,{(_2_>?"‹_^_88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*|
)8*8c8*8+2<‡_2_>?"‹_^_8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888*|
)8)8UU+Œ6O}T3J88888888888888888888888888888888888)%
)8)8*8ŠŠ_2••-y"_>"eŽ"?y"88888888888888888888888888888888888888888888888888888888888888888888888888888)%
)8)8*8*8ŠŠ-k(#i( _",g"n08888888888888888888888888888888888888888888888888888888888888888888888888)%
)8)8*8)8ŠŠ•…=p$(†"n•$888888888888888888888888888888888888888888888888888888888888888888888888888888888)*
)8)8)8ŠŠ•…=p$$?‡rf_888888888888888888888888888888888888888888888888888888888888888888888888888888888)*
)8)8)8*8ŠŠro<l$"d,_t$"i8888888888888888888888888888888888888888888888888888888888888888888888888)*
)8)8]8ŠŠ";,_h"d,_t$"i8888888888888888888888888888888888888888888888888888888888888888888888888888888))

)8]8UUˆ6G888888888888888888888888888888888888))
)8]8*8$?‡_?$_>5;$ 8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888))
)8]8)8ŠŠe,=o88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888)c
)JG
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888)q
)8)8)8["b$_#_e.5a5b,_`_t$"i8888888888888888888888888888888888888888888888888888888888888888888)v
)8)8]8ŠŠ",.?"p(l"-;,_,#"/o$'(w?888888888888888888888888888888888888888888888888888)v
)8)8c8#_"^_"‹_^_"/o$"u,$,w?"d,_t$"i88888888888888888888888888888888888888888888888888888)|
)8)8&8‹_^_e.5a5b,8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888)|
)8)8q8h•#_ƒ"/„8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]%
)8)8q8*8h•#_•m5‚(888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]%
)8)8q8)8h•#_-k$,#888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]%
)8)8q8]8E•_",gƒ„588888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]%
)8)8v8a"h_(t,"/1u$/e‘",$m1•$<god"<l$e,=o_`_t$"i
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]%
)8)8v8*8z$"?yr„,-;e e'<b,-4,$;t"t"d,H,["(888888888888888888888888]%
)8)8v8)82l,88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]*
)8)8v8]8‘=od888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]*
)8)8v8c8,{((d88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]*
)8)8v8&8,{(ig?88888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888])
KC]
8888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]]
]8*8OQ3K€6HIKLG888]]
]8*8*8p_",.?_,gr1„_e,=o_`_t$"i8888888888888888888888888888888888888888888888888888888888]]
]8*8)8014$5#""/,{_`_t$"i$,,<od)%*)’)%*&88888888888888888888888888888888888888888]]
]8)8ˆ+B}“888888]c
]8)8*8l"•be,g$0-k”ai=f$<l,$•a-,."0"/1u$8888888888888888888888888888888888]c
]8)8)8l"•b$,m,5#5-k/e‘",$’(,”888888888888888888888888888888888888888888888888888888888888888888888888]&
3B888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888]V
+,-,./0012$ 34567**

Báo cáo thực tập tốt nghiệp GVHD: LÊ ĐỨC LÂM
LỜI MỞ ĐẦU
1.LÝ DO CHỌN ĐỀ TÀI
,[i!”?14$"o;_j? -;l,y5e,"gw?b_"g<–"/•";(p_
",.?_?$_o,k?w?b_$,8H,["(r;14_<$5#""/,{-;_•$<$"—$
n14_-12r.-;\(Š-;o=\$_mi_?$_`e?-f_-;"g$,4,8l,y5
<–-;<$<‘(rd,,k?_2l,_oke,"gH,["( ,_?$-;"0"/1u$t
"t_`H,["( ,/,.$!•o$ _•$",k(‚et$h"z$"#_"^_!(l"
"/o$z$"#_"^_r4>"<b,-4,r;$,#t"t"d,H,["(,[i8h-Š"g
",.?"pr;(l""/o$z$od"<l$_2nm-;w?"/x$_`(ƒ,=o$,[5e,
",g;•m”?>"e,=o. ,[iw?#"/Š_d"/=,˜//>"(d(™!
-,[_<d"<1„_r„,"g_d"/$;i_;$"/•.e e'!"y(_h<d"<1„__•$
et$"‡"d,ra?=;,!_#__,gr1„_w?m$_#o!e?ig(–,!$,m($,#n#_‰_ r„,
"g$šd!n•,_#_=o$,[5e#__•$_ $nš"_14_r;("‘o8
?>("/$r;_t$"i_‹5j_?i.e,=o_#_rod,(†";$r;t
"t"/."0"/1u$H,["( ,_?$-;•(,k/?$ ,/,.$8h-Š"g-,[_
<1•m5‚("4,"ie#_;$r;-><k(;_t$"i<†_n,["w?"a(8HŠ-yi
z$r:=o"/.‘(_x<k";,›Hoàn thiện hệ thống kênh phân phối tạicông ty
cổ phần Tuấn Nam Trang›r;(<k";,_o_?i.<k$,[5_`(Š8l,=?$
_?i.<k$‡(]_12$
Chương 1:Cơ sở lý luận chung về kênh phân phối.
Chương 2: Thực trạng tại công ty cổ phần Tuấn Nam Trang.
Chương 3: Hoàn thiện hệ thống kênh phân phối sản phẩm ô tô tại công ty cổ
phần Tuấn Nam Trang.
?i,.!=o"u,$,"f_"y5"d,_t$"i$š!e,g"^_"f_"g_1•a?
._?i.<k_`‘(_\,k?d_g8œ(”,_a";_m(2"ji3.^_
3a(-;_#__05\$e,=o_t$"i_‹5jt"t?>(/$_0
#)<–$,•5‘(o;";_?i.<k;i8
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm

NỘI DUNG
CHƯƠNG1 : LÝ LUẬN CƠ BẢN VỀ HỆ THỐNG PHÂN PHỐI
SẢN PHẨM
1.1. NHỮNG VẤN ĐỀ CƠ BẢN VỀ KÊNH PHÂN PHỐI
1.1.1. Khái niệm
["b$5a5b,r;["b$_#_w?ig"<0•(_?i{<1•m5‚(-k(†"
-y"_>"_•$1-kw?ik••z?iw?ik•…=p$•m5‚("—;•m”?>"<g
$1u,",.?=•$•(<d",[?w?m_o8
1.1.2. Vai trò :
/o$e,=o!(p_",.?_?b,_•$r;r„,?y!$o;,_#_ig?"be#_!-><k
"b,",{? _,5h"/o$•m”?>"r;-><kž $nŸ$!$i_>›_`(x,_t$"i8
g?1x$,m(<1„__,5h"^_r;x•™_ ,k?_2l,•b$• "-;5#""/,{"/.
"0"/1u$8?i,.et$5m,=o$,[5;o_•$_ "{"b,",{? _,5h
-;(l""/o$z$_#_<{$,m(",{?_,5h-;_ ,k?"?yr„,e#_r;u-;o
["b$e.5a5b,-Š["b$e.5a5b,•™$,m,w?ig"(a?"? $,z;
•m”?>"-;$1u,",.?=•$8;•m”?>"(?b"y=p$-;"b,",{?o#_,5h-Š
"gxet$"{<†"_2•••m”?>"_`x•(l,<0n;!•(x,2,!(x,_ƒ<1„_8
\$1u,",.?=•$"Šxrd,•b$•/>",k?2,e#_?(;?_j?_#a
,k?!1$"‹$?_j?_1_š_<–_o-;g?_ _o<,_'$z"Š-,[_
ry5(l"_2•••m”?>"(4,"/f_"?l__t$"iet$5m,_?i[$,m<2-Š
r,.w?<g/>",k?-><k1_d"/!w?mr:!?i"h!_>"r1„$•m5‚(!
_`_t$"i888
N._d< !-4,ke,"g_o!"f<l$ !w?i(t•m”?>"r4!_?i.(t
 rd,(a?"?–-4,?_j?",.?=•$"‘oeb,r1„$Ÿ-;<=d$8$o;,/!=o
•f5anb=a_1et$<‡$<k?!_ 2,/>"<t$1$_ 4,=a_1"y5"/?$
"1"4"!"/o$e,< ;•m”?>"rd,_‰•m”?>""y5"/?$•(l"<0<,{(-;<,k?
;ir;o;"o;"f_"g!-Še,>ix•™_ _2l,$,m(",{?_,5h•m”?>"_`
(Š8
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm

1.1.3. Chức năng của phân phối :
#_;•m”?>"!_#_"/?$$,_•$1_#_";-,.e#_"/o$e."‡"d,
"‘o(l"_>?"/•_;o< •("f_,[(l"i(l"•b_^_'$_`ig?•?<ai
_`e.5a5b,8
• Giới thiệu thông tin về sản phẩm :
7?#"/Š5a5b,"f_,[_#__^_'$"t$",!"?"y5"t$",-ke#_
;$",k('$-;e#_;$,[_ !"t$",-k<b,"`_d"/8/?ik<d"
"t$","—;•m”?>"-4,_#_"/?$$,n#•‰!n#rs-;$1u,",.?=•$<{"do•f
"?yr„,"/o$w?#"/Š"/o<‹,;$ 8
• Kích thích tiêu dùng :
7?#"/Š5a5b,"f_,[od"<l$"/?ikn#_#_"t$",-k;$ -;
_#__12$"/Še?igeh_",.?"pe#_<g-4,e#_;$-;"/?$$,8
• Tiếp xúc thiết lập mối quan hệ :
#_t$"i5m,"f_,[_#_w?[",g5”•_<{”#_<0,r;$1u,(?;$
•_#_$,,<ode#_?"/o$e.8t$n#o_oe#_;$n,g"_#_"t$",!
",g"ry5(b,w?["12$(d,-;y_#_<2<†";$8
• Thích ứng, hoàn thiện sản phẩm :
#_";-,._`e."f_,[_#_od"<l$•($,"'$,[?w?m_#_w?#
"/Š"/o<‹,!"'$"h"h_^$-;o;",[•m5‚("t$w?_#_od"<l$
1arod,;$ !< $$ ,!_?$_>5_#_=0_-pnmo;!•…_z!rš5/#5!
"1->8
• Thương lượng :
t$w?-,[_"f_,[_#_"Ÿ"?y!<;(5#r,.w?<g$,#_m-;_#_
<,k?e,[n#;$!"f_,[-,[__?i{$,o••z?;$ -;=0_-p8
• Lưu thông hàng hóa :
t$w?od"<l$-y<l$!nmow?m-;r1?eo;$ r;(_j?b,$,z
•m”?>"-;",.?=•$8,k?\_?$_j?$,z_#_e?-f_"0"/1u$-;$,z_#_"u,
<,{(",.?=•$e#_?8
• Tài chính, trang trải chi phí :
t$w?od"<l$n#;$"?",k!"Š(e,g(_#_$?‡";,_h"/$"/m,

_o_#_od"<l$•m”?>"-;od"<l$_`e.8
 r;_#__^_'$_h_`5a5b,8H><k<†"/r;et$5m,_#__^_
'$"/._j5m,<1„_"f_,[(;r;,•™"f_,[_^_'$< 8;•m”?>"_
"{"f_,[g"_#__^_'$"/.!"?i,. •™5a"#em'$-;$?‡rf_
_`x<‡$"u,_,5h"f_,[•™"'$r.8H,[__?i{$,o_#__^_'$;i
_o_#_"?/$$,•™$,m(",{?_,5h-;"f_,[_?i.(t _o2!_ ,[?
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
w?m28•i"‘o"ŠŠ"0"/1u$(;t$"i•™w?ig"<0(^_<l_?i{$,o
_#__^_'$_o_#_ ($1u,e#_8
1.1.4.Các dạng kênh phân phối .
1.1.4.1.Kênh trực tip :
;•m”?>"n#;$"/f_",g5_o$1u,",.?=•$!et$"t$w?_>5
"/?$$,;o8‡(_ _#_512$5#5N#<g"y;!n#"‘o"1<†";$
-;n#w?_#__…",[(n#rs_`;•m”?>"
6d$e.;i_ 1?<,{(<m(nmo_o;•m”?>"š(nš"e05"u,z$
"t$",-;i.?_j?_`$1u,",.?=•$!_ "{$,m(_,5h5a5b,<{d$,#
n#-;"'$r„,?y8?i,. et$"f_,[<1„_,[(-p
¡
_?i.(t
o#!$1u, •m  ”?>"5m,"f_ ,[".(_^_'$ r1? "t$! n#;$ .
rf_r1„$n0=;"/m,!-b_y(r1?_?i{!"'$".(,k?<j?(b,5^_"d58HŠ
-yi!e."/f_",g5_‰<1„_•…=p$d_g"/o$(l"•b"/1u$„5¢;$o#_
"h_>""12$5‚(<†_n,["!_ "h_>"",.?=•$<0512$!w?i(tŸn£!
<†_"•<b,-4,(l"•brod,•m5‚(_ $,#"/0e,"g_o!i.?_j?e¤"?y"•…
=p$-;‹"/„=0_-p5^_"d5888
1.1.4.2 Kênh gin tip :
;•m”?>"n#;$_o$1u,",.?=•$"t$w?_#__>5"/?$$,1
#_<d,r:!_#_;n#n?t!n#•‰!n#rs888.$,#",g5$‡(_ _#_e.1
./•"$x!e.5a5b,<ji<`!e.<†_n,["8

¥./•"$x9e.(l"_>5@
;•m”?>""t$w?_#_;n#rs<{n#;$_o$1u,",.?=•$8
†_=•<–eš_5p_<1„_(l"5j1„_<,{(_`e."/f_",g51<–_
•f5a_t$_?i.(to#!$,m(<1„_<j?(b,w?[!'$_oem'$
<‡$nlo#rt;$888_?m;5a5b,!1$- _\z$1„_<,{(_2
nm<\,Ÿ,;•m”?>"o†_;n#rs5m,e,.($,[(".(_^_'$!d
_g"/Š<l”–l,o#_o"/._m,rŽ-f_!e <m(nmo<1„_"h_a<b,-;
r,."p_"/."o;"?ig5a5b,8
¥.5a5b,<ji<`9.,_>5@
;•m”?>""t$w?_#_;"/?$$,n#•‰<s<1;$<g_#_;n#
rs<{"/f_",g5n#_oe#_;$",.?=•$8air;=d$e._ ,k?1?<,{(
>"-;<†_"/1$_o"0"/1u$”–l,o#<d""/Š<l_o=o<–5#"?i<1„_
z$1?"g_`"y5"/?$_?i.(to#"‘o"—$rŽ-f_!"'$'$
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
•?>"ro<l$-;-\$w?i-br1?<l$888?i,.!=o_ ,k?"/?$$,-;
<j?(b,w?mr:r;(_o_t$"#_<,k?e,{"o;nl["b$e.5a5b,"/•
.5^_"d5!_,5hr4-;"u,$,r1?<l$=;,!=˜”mi/z$n,g<l$
o†_/`,/o8
¥.<†_n,["9e.,k?_>5@
($,-;oe.;i_ ".((l"•b"/?$$,<†_n,["1<d,r:!(t,$,4,
•($,z;•m”?>"!n#•‰!n#rs-;$1u,",.?=•$8
 "1u$<1„_•…=p$z?,[?<b,-4,(l"•brod,(†";$(4,(;_#_
;•m”?>"$†5,k?e e'"/o$od"<l$"t$",!w?m$_#o!h"e,
$,[("a(y5"0"/1u$o†_(l"•brod,;$o#_ "h_>"•…=p$<†_
n,["!$,#n#n,g<l$r45^_"d588
1.2.THIẾT KẾ KÊNH PHÂN PHỐI:
1.2.1. Phân tích yêu cầu của khách hàng về mức đ• đảm bảo dịch vụ .
,",g"ege.5a5b,5m,"Š(,{?e#_;$(p_",.?(?•m5‚(
;o!(?•<a?!"d,•ox(?!(?1"g;o¦{"/mru,_#__a?Ÿ,< =f

-;o5a"h__#__‰",.?•?
’7?i(trt;$3;•br1„$•m5‚((;e.5a5b,_o5£5(l"
e#_;$(?"/o$(l"<„"8
’u,$,_u<„,3;eom$"u,$,"/?$nŠ(;e#_;$_`e.
5a5b,5m,_u<„,<{y<1„_;$8#_;$_ ”?14$_xz$
e.5a5b,$,o;$8u,$,$,o;$_;$"Š(^_<l<m(
nmo=0_-p_;$_o8
’0<,{("?y",[{,[(^_<le.5a5b,"do<,k?e,[=˜=;$
_o$1u,(?•m5‚(8#_nb"/h_#_<,{(n#;$/l$eš5"/._#_e?
-f_"0"/1u$•™"?yr„,_o$1u,(?2-Šx",g"e,[(<1„_"u,$,-;_,
5h<,rd,!•z_z!1$<‡$"u,_•$r;("'$_,5h_`$1u,n#g?em
'$n#;$_`(ƒ,<,{(n#;$r;e#Ÿ8
’+m5‚(<=d$g?e.5a5b,<m(nmo<1„__,k?/l$_`rod,•m
5‚(_;$r4"Š•m5‚(_;$<=d$!-;=o<  r;("'$em'$<#5^$
<•$?_j?(;e#_;$<\,Ÿ,8^_<l"?y",[-k<0<,{(•™_;$"'$
".(ze,•…=p$/e‘",$"/f_",g58
’60_-p‹"/„3;z$=0_-p5p".(9"h=p$1?<–,!$,o;$"y
;!rš5<†"!•z_z@(;e.5a5b,<m(y860_-p‹"/„_;$,k?"Š
_t$-,[_(;e.5m,"f_,[_;$,k?28
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
$,._^?_#_ig?"b< •™$,•5_#_;w?m"/0e.5a5b,<•$(^_
<l<m(nmo=0_-p(;e#_;$i.?_j?<{<#5^$-;et$>"",g"<#5
^$_oe2e#_;$i.?_j?!n•,-Š<#5^$w?#_o"Š_,5h_;$r4_o
5a5b,-;= <g$,#"h_oe#_;$•™_o8
1.2.2. Các trung gian trong kênh phân phối :
1.2.2.1.Nhà bn lẻ :
3;$1u,n#;$ _o$1u,",.?=•$_?b,_•$r;_#a!l$,<Š8
^_'$_`ig?_`_#_;n#rs
¥y5„5-;5arod,•m5‚("—z$;_?$_>5e#_?!•š5”g5•m

5‚(<{5p_-p?_j?5o$5•-;<=d$_`e#_;$8
¥?$_>5"t$",_o$1u,",.?"p"t$w?w?m$_#o!"/1$n;i!a
-,.n#;$8?$_>5"t$",5m‡,rd,_oz$";-,.5a5b,e#_
"/o$e.8
¥6f"/z•m5‚(!$,$,#!_>"”g5-;z$_t$-,[__'(• _•m5‚(e#_8
¥do"?y",[-;o;">"z$$,o=0_n•$_#__?$_>5-0"/h!$,u$,>_
n#;$!_#__h•#_"h=p$-;_#_=0_-pe#__oe#_;$8
1.2.2.2.Nhà bn buôn :
3;z$$1u,(?•m5‚(-4,•br1„$r4<{n#rd,_o_#_;•…=p$
_t$$,[5!;n#rs-;z$;n#n?te#_8
^_'$_`ig?_m_#_;n#n?t
¥,•5;•m”?>"-;;_?$_>5=0_-p5a5b,•m5‚(<gz$<0
512$(;x_1"do<1„_w?[-4,e#_;$8
¥?>r?i[a-,.n#;$8
¥?$_>5z$ƒ"/„-k$,._^?/e‘",$_o_#_;•m”?>"!_?$_>5
=0_-p!_#_"‹_^__`$1u,",.?"p
¥y5„5!5arod,_#_<2;$rs"s";(l"•b$,o=0_8
¥do"?yr„,_o=f"/z-;$,o;$8
¥ƒ"/„";,_h_o;•m”?>"-;;_?$_>5=0_-pn•$_#_"/m",k
$i!<‡$"u,_•$ƒ"/„_m;n#rsn•$_#_"/„_>5"h=p$8
1.2.2.3.Đại lý :
3;"/?$$,"f_,[-,[_5a5b,1$et$••z?;$ (;x5a
5b,8d,r:•™yo‡$"/.$,#n#8
d,r:"1u$r;_#ao†_=o$,[5_ -0"/he,=o"?yr„,!_ '$
rf_n#;$8d,r:_ "{<d,=,[_o(l"o†_,k?t$"ie#_?1$
et$r;_d"/_`?8
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
1.2.2.4.Người môi giới :
3;"/?$$,$,z-,"/\$,4,",[?_o$1u,(?-;$1u,n#$†5?!ƒ"/„

_o-,[_"12$r1„$$,z<t,n.-;<1„_1•$"•ro_o•f5p_-p< 8
1.2.3. Tầm quan trọng của trung gian trong phân phối :
H,[_/<u,_#_"/?$$,"f_,[_^_'$5a5b,•m5‚(<–$,•5_o
_#_=o$,[5_?i.(t od"<l$•m”?>"_`(Š!(†_=•x(>"<,
w?ike,{(•o#"-;••z?;$ 1$-,[_•…=p$_#_"/?$$,_ 1?<,{(
•?
¥a5b,;$ /l$eš5!<1;$ <g"0"/1u$(p_",.?u(d$
r14,_#_"/?$$,"i-Š;•m”?>"5m,5a5b,"/f_",g58
¥,m(n4"r1„$"‡eo!_?i{$,o;$ w?eo_#_"/?$$,8,g"
e,[(_,5hr1?eo8
¥/?$$,$,•5_#_=o$,[5<,k?\_?$_j?;$ !$,m(eom$
_#_-k<0r:$,z•m”?>"-4,",.?=•$8
¥ƒ"/„$,._^?/e‘",$_o;•m”?>"8u•f$j$•,-4,"0"/1u$!
x_ em'$">?,{?/>""b"z$<†_"/1$-;?_j?_`e#_;$8
¥ƒ"/„;•m”?>"<#5^$?_j?<=d$!<2rs_`e#_;$8;•m
”?>""1u$(?bn#(l"•br1„$r4•m5‚(2r;$,m,w?ig"z$<2;$
rs"s_`e#_;$8$1u,",.?=•$rd,"h__ ,k?–,[?!(;?•š_!eh__§88
<{rf_x8{$,m,w?ig"•fe#_n,[";i_j•…=p$"/?$$,"/o$",g"/Š
5a5b,no$‡(_#__t$-,[_1"y5„5_#_$?‡;$!5a_,!5arod,!
•š5”g5<‡$nl8
¥,m(",{?•br1„$",g5”•_"/f_",g5-4,e#_;$
1.2.4. Điều kiện và trách nhiệm của các thành viên trong kênh phân phối .
;•m”?>"5m,<0/¨_#_<,k?e,[-;"/#_,[(_`_#_";-,."(
$,-;oe.5a5b,!no$‡(-,[__aš__#_ig?"b_`ig?1h•#_
$,#!<,k?e,[n#;$!w?ikd"‘or–"‹!"/#_,[(-k=0_-p‹"/„(;
";-,."/o$e.5a5b,5m,"f_,[8
’h•#_$,#<\,Ÿ,;•m”?>"5m,”ai=f$nm$$,#-;nm$_,g"e>?
(;z$$1u,"/?$$,_t$yr;_t$n•$-;-—<`
’,k?e,[n#;$no$‡(m<,k?e,[""o#-;"/#_,[(nmo;
_`;•m”?>"8

+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
’7?ikd"‘or–"‹•$r;<,k?e,[w?"/x$"/o$w?[$,z•m
”?>"-;_#_"/?$$,"/o$5a5b,8_#_"/?$$,_j5m,n,g"5d(-,od"<l$
n#;$_`x!"0"/1u$(;x<1„_w?ikn#;$8
’$o;,/;•m”?>"_•$5m,r;(/¨$,z(Š-;_#_"/?$$,5a5b,-k
_#_=0_-p‹"/„1w?m$_#o!"1->w?m"/0!?>r?i[a-,.888
1.3. QUẢN LÝ KÊNH PHÂN PHỐI
1.3.1. Thiết lập nhƒng mục tiêu và ràng bu•c của kênh phân phối .
?be.5a5b,od"<l$,[?w?m"Š_j5m,”#_<0/¨5m,-12$"4,
"0"/1u$(p_",.?;o¦(^_<l5p_-pe#_;$"4,<a?¦-;_#_"/?$$,od"
<l$/•o¦6o< _#_;5a5b,5m,"/,{e,z$(p_",.?_`(Š"/o$
_#_<,k?e,[/;$n?l_"—5he#_;$!"—•m5‚(!"—"/?$$,5a5b,!<b,
"`_d"/!_h•#__`=o$,[5-;<†_<,{(_`(t,"/1u$e,=o8
’†_<,{(_`$1u,",.?=•$,=o$,[5(?b-12$"4,e#_;$
•b$/l$/m,/#_"Še.5a5b,=;,8g?e#_;$(?<k?<†$"—$r1„$
Ÿ_•$_je.5a5b,=;,-Š<#5^$?_j?h"(;<k?<†"Š/>""be£(8
’†_<,{(•m5‚(†_<,{(_`•m5‚(-keh__§!"/x$r1„$!(^_<l
",.?"p!$,#"/0<2-0•m5‚(!"h=˜1Ÿ$888z$•m5‚(_‡$ek!
eb,r1„$r4"Š5m,<m(nmo_fri$j-;d_g•brjnb_"/o$w?#"/Š
-y_?i{"—;•m”?>"<g$1u,",.?=•$8z$•m5‚($,#"/0r4"Š
=onl5y<d,=,[;•m”?>"5a5b,"/f_",g5et$w?"/?$$,;o8
’†_<,{(_`_#_"/?$$,5a5b,H,[_rf_xe.5m,5m#
<1„_<,{((d-;<,{(ig?_`_#_"/?$$,5a5b,"/o$-,[_"f_,[_#_
_t$-,[__`x
’†_<,{(<b,"`_d"/6o$,[5_j5a"h_!5#",[z$
1?"g-;d_g"/o$w?#"/Š5a5b,_`<b,"`_d"/<{",g"ege.
5a5b,_`(Š_ em'$_d"/_o28
’†_<,{(=o$,[5†_<,{(=o$,[5•™w?ig"<0w?i(t<#5
^$?_j?"0"/1\$-;em'$rf_x"/?$$,5a5b,5•„58H><k

r;$?‡rf_";,_h_t$"i•™w?ig"<0e.5a5b,;o
 ’ †_ <,{((t,"/1\$ e,=o?© <,k?e,[ (t,"/1u$(; =o
$,[5rf_xe.5a5b,5•„58,ke,"g<$•?i"o#,"Š;
•m”?>"•™<1•m5‚(-;o"0"/1\$"‘o_#_h""be£(>"<{d_g/`,
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
/o8,k?;i_ $Žr;x•™•…=p$_#_e.$š-;nŸn4"z$=0_-p
et$_j",g"r;($,#n#"'$r.8$o;,/z$w?i<0-;z$<,k?e,[
nš"n?l_-k(†"n?l_5#5r:_•$m1•$"4,-,[_rf_xe.5a5b,8
1.3.2.Tuy„n chọn các thành viên tham gia vào kênh phân phối 8
•$$,b$1"?i{_xro<l$"/o$=o$,[5!"/o$w?#"/Š"‹_^_
od"<l$_`e.!=o$,[55m,rf_x-;"?•"_#_"/?$$,_p"{"(
$,-;oe.5a5b,_`(Š86•=˜ie e'"/o$"?i{(l"/?$$,!_#_
=o$,[55m,h">"”#_<0<1„__#_"/?$$,"b"5m,_ z$<†_<,{($Š8
ƒ,=o$,[5_ em'$e#_?"/o$-,[_"?•"_#_"/?$$,e#_
?_oe."?i{_x8/?$$,<1„_rf_x_jnmo<m(_#_<,k?e,[
¥Hk"a(,."/o$$k-;•f(,{?-ke¤"?y"!"12$(d,z$•m5‚(
<–n#-;"0"/1u$",.?"p8
¥m'$_2••-y"_>"e¤"?y"-;_#_(^__,"/m8
¥i"h!–,[?-;(b,w?[-4,e#_;$!$,4,_t$w?ik8
¥#_”?14$r,.=o-;5#""/,{"/o$"12$r,8
¥7?i(t-;_>"r1„$_`rf_r1„$n#;$8
g?$1u,"/?$$,r;(l"_…;$n#_o#(?b<1„_5a5b,<l_w?ik!
=o,[5•™(?b<#$,#-k<0<,{(_…;$!em'$5#""/,{"/o$"12$
r,-;rod,e#_;$"1u$r?,"4,8
1.3.3. Kích thích các thành viên trong kênh phân phối 8
#_"/?$$,5a5b,_j5m,<1„_eh_r["1u$”?i.<{xr;("b"
_t$-,[_<1„_$,o8#_<,k?eom(;x_>5"?ye,"($,e.5a
5b,_•$"do/<1„_(l"•f<l$-,.;o< !1$_j<1„_n‹•?$".(-,[_
?>r?i[!$,#(•#"-;e?igeh_8;•m”?>"5m,r?t$Ž/•$(Š

et$_‰n#;$"t$w?_#_"/?$$,(;_ n#;$_o_#_"/?$$,
z8
{eh_"h__#_"/?$$,5><>?"f_,["b"_#_i.?_j?<1„_<†"/_j
5m,nš"<j?"—‹rf__`;•m”?>"<{"f_,[<1„_(p_<h_-;?_j?
od"<l$_`"/?$$,8
j5m,y"^_<ji<`-,"/\-;-0"/h<l_ry5_`"/?$$,"/o$"0
"/1u$!-4,z$(p_",.?-;_^_'$_p"{!x_ "{"do"?yr„,-;5b,
„5odi<l$e,=oo†__ "{$'_m-;n;,”h_<b,-4,_#_;•m
”?>"8HŠ-yi!<{",g5_y_ ,[?w?m_#_;"/?$$,!_#_;•m”?>""1u$
-y=p$ne,{?w?[_`ig?•?
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
’7?[„5"#__•$_ r„,N._dz$eh_"h_"h__f_1"'$r„,
?y!"/„_>5w?m_#o!$,o=0_<l_w?ik!",<?=o•b888x_\•…=p$
z$n,[5#5"/—$5d"!<‘=odg?et$<m(nmoi.?_j?888,{(ig?_`
_#_"^_;ir;_#_;•m”?>"<–et$"f_•f,{?n,g"_#_-><k-;•f"#_
<l$e#_w?<b,-4,"—$"/?$$,"/o$z$"Š?b$e#_?-;<ji
n,g<l$_`"0"/1u$81_o,_#_"/?$$,1z$$1u,nd<1u$
_•$_?$•b5y-4,;•m”?>"8
’7?[•d56f"/.(b,w?[ra?=;,-;$šn 2$,z$1u,•m
”?>"-4,_#_"/?$$,8
;•m”?>"•™"/Šn;i/¨_#_i.?_j?<b,-4,_#_"/?$$,-;"Š(e,g(•f
"om"?y-4,_#_"/?$$,-k"—$_h•#_8†"/_#_(^_<–,$l-;_,5h
"‘o•f$šn _`_#_"/?$$,"/o$"—$$,,<od"f_,[_h•#_< 8
’3y5_12$"/Š5a5b,3;e,{?"om"?y",gnl-;1?-,[">"8f_
_>"(b,w?[;ir;•f"b$>"$,z$1u,•m”?>"-;_#_;"/?$$,
5a5b,"/o$-,[__•$”ai=f$(l"["b$",g5"0=x__ w?iod_!_
$1u,w?mr:-;<,k?e,{_?$_o"o;["b$8
1.3.4. Phương pháp đánh giá các thành viên trong kênh phân phối .
;•m”?>"_j5m,"1u$”?i.o†_<0e©<#$,#od"<l$5a5b,

_`z$"/?$$,<1„_rf_x"‘oz$",.?_?‚>"<0!r;(_2_•_o
-,[_#5=p$_#__h•#_"1•$5d"!<m(nmo_ood"<l$5a5b,<,<•$
14$-;,[?w?m8
#_",.?_?‚"1u$<1„__x<{<#$,#1
¥0(^_=o•b-;(^_<d""f_"g"/o$"—$"u,e©8
¥^_<lr1?eo"/?$nŠ8
¥u,$,$š>"o†_"/?$nŠ$,o;$_oe#_8
¥#_•…r:;$o#">""o#"o†_1Ÿ$8
¥^_„5"#_"/o$_#__12$"/Šw?m$_#o-;,[?w?m_`"—$<„"
w?m$_#o< 8
¥z$=0_-p<–r;(_oe#_8
¥od"<l$<;o"do-;?>r?i[a-,.n#;$888
;•m”?>""1u$<†"<0(^_=o•b_o_#_"/?$$,8+?(ƒ,"u,e©!
;•m”?>"_ "{_or1?;(l"=•#_(^_=o•b<d"<1„__`"—$"/?$
$,86•#_;i_ "{eh_"h_$1u,"/?$$,•d$">5_b$š$2z
-;e,g$1u,"/?$$,•d$<j?_b$š$$,z(^_<d"_`(Š8^_=o•b
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
<d"<1„__`_#_"/?$$,_ "{<1„_•o•#-4,(^_x<–<1„_"/o$e©"/14_
< 8ªr["'$",g"/?$nŠ_`_m (_ "{<1„_=•$1(l"",.?_?‚8
?i,.!-,[_<#$,#_#_";-,."/o$e.5a5b,5m,"?a"‘o",.?
_?‚5#5r:-;<1„__#_";-,."/o$e.`$l8
1.4.CÁC CHÍNH SÁCH HỖ TRỢ CHO PHÂN PHỐI:
1.4.1.Chính sách sản phẩm:
l"_h•#_<•$<šr;_2••_o_t$"#_",.?"p<d",[?w?m8/o$_h
•#_•m5‚(<–_‰/•br1„$!_`$rod,•m5‚(r;no,.?!_>"r?„$/
•o¦No$,u"?$/"0"/1u$_\_j(l"_h•#_<k/•(r1?"t$;$o#
< 86o-yi_h•#_;$o#-;;$o#r?tr?t_ (b,w?[_†"_™-4,
?87?5a5b,(4,_ "{"f_,[<1„_$,#"/0;$o#_`_#_rod,•m5‚(!
<k/_h•#_•m5‚(< !<‡$"u,w?",.?"p_•$5m#<1„_eg"w?m!

_t$=p$!h_r„,_`-,[_”ai=f$_h•#_•m5‚(8
1-yi_h•#_•m5‚(<m(nmo_o=o$,[5"f_,[<1„__,gr1„_
",.?"p•m5‚(1(p_",.?r„,?y!(p_",.?"grf_-;(p_",.?"o;8
1.4.2. Chính sách giá cả:
t$"1u$_#_=o$,[5<k?$,._^?e¤"0"/1u$!”‘(”£"(^_$,#
<1/_`_#_<b,"`_d"/-k•m5‚(_•$rod,"/._2••$,#";_`•m
5‚(< "/14_e,<1/_h•#_$,#_m<{<m(nmo=o•b<`<{n•<š5"o;nl
_,5he,=o8
?i,._#_=o$,[5_\_ "{=•$_#__h•#__,g"e>?•br1„$
r4!_,g"e>?_^_'$!_,g"e>?"u,-p«<{eh_"h_"/?$$,n#<1„_
,k?•m5‚($,m("‡eo-;"'$r„,?y_o=o$,[58
1.4.3. Chính sách hỗ trợ thông qua hoạt đ•ng khuyếch trương:
l"•b;•m”?>"",g;od"<l$e?ig_"/12$14$-;o_#_"0"/1u$
(p_",.?_`(Š<{"•_<‚i•m5‚(w?["b$5a5b,!"do<,k?e,["?y
r„,_o-,[_n#!"?<1„_r„,?y=;,d-;-Š,-yi(l"_#_$,#",g5<m(nmo•f
„5"#_$,z_#_";-,."/o$["b$5a5b,8#__t$_p_h_ •¬<b,-4,
_#_;•m”?>"<{",g;_#_od"<l$e?ig_"/12$r;w?m$_#o!n#;$
_#a!ƒ"/„$1u,n#rs!_#_512$",["t$",<d,_•$!”•_",gn#8
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
1.5. NHỮNG NHÂN TỐ ẢNH HƯỞNG ĐẾN PHÂN PHỐI :
1.5.1. Xử lý đơn đặt hàng :
air;_t$-,[_<j?",.8Nl5y”…r:<2<†";$5m,_ $e,{("/
rd,e#_;$!<†_n,["r;em'$""o#_`x8+?< ry5_#_ <2-;
_^$"—_j",g"<{$,o_o_#_nl5ye#_"f_,[_#_ea?",g5"‘o8
1.5.2. Lưu kho :
x,t$"i<k?5m,nmow?m;$ _o<gr•_n#8‹_^_nmow?mr;
_j",g"-Š_?"/Š•m”?>"-;",.?=•$h"e,"/•$e45-4,?8t$"i_j
w?ig"<0•br1„$z$<0<,{(eon–,-Š •™$,•5<1;$ <g$1u,
(?(l"_#__ $8+br1„$<0<,{(eon–,5m,<1„_"h"o#<{<d""4,

•f_an•$$,z=0_-p_oe#_-;_,5h5a5b,8
1.5.3. Xác định lượng hàng tồn :
E#_<0r1„$;$"‡eo_•$r;(l"w?ig"<0m1•$<g-,[_"Ÿ
(–e#_;$-Še,< _#_<2;$<1„_”…r:$iry5"^_81$<b,-4,t$
"i-,[_=?i"/Š(l"eb,r1„$;$=f"/zr41-yir;<,k?et$_ r„,86o< _#_
=o$,[55m,"h"o#g"•^_"‰(‰_o-><k;i-Š m1•$<g=o
•b-;r„,?y_`x8
1.5.4. Chọn phương tiện vận chuy„n :
air;w?#"/Šrf_x512$",[-y"m,"h_„5"/._2••"h"o#•b
r1„$;$ !eom$_#_$,z<,{(y!<,{($,o!"u,$,$,oy8<{<1
;$ <g2,(?;$(l"_#_<ji<`!e05"u,-4,_,5h„5r:>"8
6o$,[5_ "{rf_x(l"i,k?_#_512$",[-y_?i{•?
¥Hy_?i{<1u$•š"8
¥Hy_?i{<1u$"`i8
¥Hy_?i{<1u$nl8
¥Hy_?i{<1u$b$8
¥Hy_?i{<1u$;$et$8
1.5.5. Đặc đi„m của doanh nghiệp:
†_<,{(_t$"i$,z•m5‚(w?"/x$2-,[_rf_xe.8
¥Hkw?,(t-,[_rf_x_>?"/•_e.5p"?l_-;ow?,(t_`=o
$,[58
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
¥Hkem'$";,_hg?em'$";,_h_`_t$"ir4•™h"5p
"?l_-;o_#_"/?$$,!g?"ŠŠ_`_t$"i(d_t$"i_ "{n#;$
"/f_",g5_o$1u,",.?=•$8HŠe,",g;n#;$_t$"i_‰nŸ/(l"
r1„$-bh"<{"f_,[_t$-,[_;i8
¥,$,[(w?mr:_`_t$"ie,_t$"i_1_ e,$,[(w?mr:
"Še.5a5b,_`_t$"i_j<1-;o_#_=0_-p_`"/?$$,_ <ji<`
_#__^_'$_`;<d,=,[_`•m”?>"8

¥#_(p_",.?-;_,gr1„_(p_",.?-;_,gr1„__?$_•$1(p_
",.?-;_,gr1„_•m”?>"e,=o_`_t$"i_ "{d_g•…=p$_#_
"/?$$,8#__,gr1„_5a5b,(d_ "{”•_",g"h__f_-;5m#
_ $•f"i<‹,_`"0"/1u$•™”#_ry5_#__>?"/•_e._ "{_o
_t$"i•…=p$_,gr1„_;i8
1.5.6. Đặc đi„m của thị trường:
’†_<,{("0"/1u$r;k"m$_2nm”#_<0e,”ai=f$["b$5a
5b,8
’0r:"0"/1u$<1/w?,(t<0r:_`"0"/1u$-;eom$_#_"—$1u,
•m”?>"<g"0"/1u$8
’7?,(t"0"/1u$•br1„$e#_;$_`"0"/1u$!w?,(t"0"/1u$_j
”#_<0!•br1„$e#_;$_;$r4"Šw?,(t"0"/1u$_;$r48
’y"<l"0"/1u$•br1„$e#_;$"/.(l"<2-0=,["h_!Š_?$
(y"<l"0"/1u$_;$">5"Š_;$e 5a5b,-;_,5h_o8‰= _?$r;
"0"/1u$_;$5a"#/l$/–,"Š_;$•…=p$_#_"/?$$,,k?!$1„_rd,"0
"/1u$_;$"y5"/?$!_;$."/#•…=p$_#_"/?$$,8
’;-,"0"/1u$
¥$1u,",.?=•$(?1"g;o¦
¥?e,;o¦
¥?•<a?¦
¥,(?¦
ƒ,;-,_`e#_;$_ "{_ z$m1•$e#_?<g_>?"/•_[
"b$5a5b,8
1.7. THỊ TRƯỜNG Ô TÔ TẠI VIỆT NAM
H,["(r;14_<$5#""/,{<$"/.<1u$l,y5-4,ke,"g"g
$,4,8_h-Š"g"0"/1u$t"t<$<1„_w?"a(80"/1u$t"tH,["(<$_
z$n,g_?ige#w?"/x$8N>"_>5z$$,m,5#5e,k(_gy5•,.?!”?
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
"g_?i{"—”‘"m,_ "/x$r1„$r4•$y5e‚?”‘=?r0_e#/¨£"8‘o"h

"o#_`H,[$,._^?_,gr1„_!_h•#_5#""/,{_t$$,[59Nlt$
12$@!<g$,,<od)%*%’)%*&?_j?",.?=•$”‘t"t"d,H,["(•™"'$
9"—(^_"/?$nŠ*V”‘-*%%%=a,[ir.eom$&%”‘-*%%%=a@8H;
=\$”‘=14,|_ƒ•™"'$"/1•$(d!_,g("4,v%®"0"/1u$8
6•<–"—$"‘o<?‹,$,>_(2r;(/_,g_t"t($"12$,[?H,["_h
_b$"—'()%%c!1$"4,i- _1_ •m5‚(;o<1„_/(š""0"/1u$8
j?"1/>",k?",k-;oe?t( ?!["b$(#i=y5,[<d,!=ai_?ik•2!;
<‡$nl«
\/1u$m,$o;,-,[_<j?"1•m”?>"z$5p"•$r,e,[”‘"m,!”‘
n?:"(;H,["(_ r„,"g-ka_t$!$,#";!_•$<–w?ig""a(_x_#_
=o$,[5t"t;7?b_1,-;i?=,<{"do=f$(l"-0"g(4,8#_
=o$,[5"/o$14_e#_!=o"f_rf_d_g._¯$(>i(†(;-4,-,[_
”ai=f$-;5#""/,{$;_t$$,[5t"tH,["(8H _#__t$<odrš5/#5
1_#_<ai*&'(-;".(h""ªr[l,<0 1$et$<d""‘o_(eg"!y5
e‚?”‘<$r;”?"g_`j?g"_#_r,.=o•m”?>"t"t"d,H,["(8
oio"H,["(!°o/=H,["(!‘/_‘=‘•H,["(!o=H,["(«i
"y(_hr;,••H,["(<k?<–"f_,[-,[_y5$?i._,g_z$( ?”‘
(4,!"i-Š<j?"1rš5/#5"d,H,["(!"/—( ?”‘_,gr1„_°,‘•"_`°o/=H,["
(8
;$rod"_#__h•#_!/;o_m<1„_",g"eg<{e,k(_gr1„$y5e‚?(†"
;$;i1"'$$,#"h"?g!l5"?g$i"d,_…e‚?!et$1?<–,_o-i
-b!$od,"[¢”?>""/Š$,>i<'$e:e,{("/_>"r1„$!"o;e¤"?y"-;nmo-[
(t,"/1u$888
/."0"/1u$t"ty5e‚?H,["(,[i$?‡”‘t"ty5e‚?"—_#_
=o$,[5"12$(d,_,g((l"r1„$et$Ÿur„,"gr,od"-k$,#
_•$1"u,$,$,o;$!_`$rod,;$«
H4,w?i<0(4,!$o;,(l"•b;5a5b,_h–$_`_#_"12$,[?
i?=,!?=,!N±«!"0"/1u$y5e‚?t"t•™/2,-;o"i_#_r,.=o•m
”?>"t"t"d,H,["(1o=!°o/=!‘/_‘=‘•888H4,r„,"g<l_w?ik_ <1„_
"—_h•#_w?mr:_`H,["(!_#_;•m”?>";i_¯$=d,$Š(;et$

_?i{•$y5e‚?²
,k?$1u,",.?=•$ro$d,r;e,w?ik<1„_y5e‚?/2,-;o(l" (<b,
"1„$/>"=˜= "4,•f<l_w?ik-;$1u,",.?=•$H,["(- 5m,",g5"p_(?
+,-,./0012$ 34567**
Chương 1: Lý luận về hệ thống phân phối sản phẩm
t"t-4,$,#<š"2$,#"/0"f_/>",k?8 r;_1e{!g?_‰_ w?i<0;
_h;i"t,"Še (;$,m(<1„_r1„$t"ty5e‚?!_†<;"'$_`y5
•,.?!e,(;?_j?<1„_=f<o#r;",g5"p_"'$!_\"?gy5e‚?"Š•™$,m(
(d"/o$"u,$,$š•š5"4,8
?i,.!n>"_>5(o$(?b-;_2_g"—_2w?w?mr:!r1„$y5e‚?
(†";$;i- $,"'$<#$e{8
H4,_(eg"±!"?gy5e‚?t"t•™$,m((d!”?b$%®-;o'()%*V8
H;=f<o#_`_#__?i.$,e,"g"Šet$_j_u<g)%*V!(;”?"gy5
e‚?t"t•™n•$‹•4(2!eom$'()%*&8
+,-,./0012$ 34567**