Tải bản đầy đủ (.doc) (66 trang)

luận văn quản trị marketing Giải pháp nhằm đẩy mạnh hoạt động tiêu thụ sản phẩm tại Công ty cổ phần công nghiệp vật liệu hàn Nam Triệu

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (637.84 KB, 66 trang )



 ! "#


 ! "#




 !"#$%&'()*+,
-$.!'/0#12*"#$
34+56%2!/70+!6
#89!':.%8;6#<=>?6+'
: %!'45+0@,A'$:<<B
"#$8#9*"#$+#<CD#6
'!E=%"F!3G!9*"#$G(GH
%2!,
IG(GH%2!8#(+!'6G
+=;8H<F'!E(J(+./;&"7
0*%2!,K&'<F !!9(!F5
+J6E0<F'!E*%2!,LF(+2
!6!+MJ+G#2;
J,N0CD'/9*6++O(0
(GH%2!,
LJ!9J2!H(2+N#2(+5#
%2!B9#<"#$P2#+': 
H(2+ (G!FF6+JC;=:.%=
++!FF++: E,
Q+BG0#$I0RS/
Q.=!.;66#005': %*


JLAPTRN#2=O&"+: $ % &'(
)(*+*, -.%)(* #/0# 1
!2 13(4 1U,
 ! "#
V

5%<H!7WCX
• /5!#/0# 1(
4 1
•  4*+*, -.%)(6#
/0# 1(4 1
• !  % &'()(*+*, -.%
)(6#/0!2 13(4 1
P82+#85'40<+*OJ
#6?+,Y;HG)
&)6*J6=NZ,[N"ACTO++
<H!+,
",20789(: ;3%(<
 ! "#
\

"
#$%&'(#)$*&+#,
-#.,
/%01234425657122389:;<:=2>
=== >  1!#
]^N.LJXL_-N`LaARbL_--RcdAPeNTcdf
RghiNjcdf
 N<    %"  &/  X   #.?  @?  #?.
#.)AB##BCB*)

N<1(+X@?B
I"k XlNR=2N*<=+!/R'A>,
I20XmWV,WnopWmWq:XmWV,WnopWmn
i/ Xm\mmrsVpor
N+' XVm\mmmmmnrsont
N0u+LJCvNJR2vR'A>
wOOXxxx,xO(,
&DEFG)XHIJ/JJJ/JJJ/JJJEK,yz{Xz/#44C|
7}^
++(H!XLJG+(H!O&"/smoSI~NL
LzvT=+\\~V\~mmV,L;B054\mmW
==?@&4A&4 B6#
LJ!9J2!H(2+N#2#5N
 ! "#
W

LJJ2!+*N#2vC"+<*NH!+
J2!+*P2,IG+(H!O&"/smo~NL
LzvTI+\\~V\~\mmV
LJ(+5C"': %H(2+{!•F5
"+J2!+0P€++P2
= !6+&O+=%.+i=%.+(u/
LJ05!F5+NJJ2!+*
N#2,N#&6#8!6#J!# 4=6
B%'/*&(•6&2(+0\mmVv\mmW
J#0:.%+(1!6",
-0\mmW\mmsJ9H!6#+!
4=(0+LzLPLJ‚(!6
45(=++G2F%I'++!,
N#C"#$LJ•B+ !+

+=C;'!E€{5"O*#C
*NH!++NLJ,RC=!C.( 
;+ (G(+9=JG&4=ƒ6+
!6#+J+'!E*LJG!.!/
#51!+&/,
/ L:F8MN6O65P0>N=:;<=2>
=?=CD
+%X': =%6'!E"=
6+H(2+6(0X
vZ': +%6(0H(2+ (GO<
EL.„,
 ! "#
s

vZ': "++…L0"!FF+0
C;X6(0&O+/=&O+Nc-=&O+c:=%.+
i=%.+7&8=%.+(u/†
Ảnh 1: Một số hình ảnh tiêu biểu của Công ty Vật liệu hàn Nam Triệu (nhà
 ! "#
p

xưởng, sản phẩm tiêu biểu, văn phòng đại diện
Ảnh 2: Sản phẩm dây hàn và thành phẩm chuẩn bị chuyển cho khách hàng
=?? 1(!-
v T+5%2!!9+(+J+<#5N
JJ2!+*N#2<2F+9*LJ
LALH(2+(+(GH=''(G;J#<CD'
 ! "#
n


' '<9#2+‡H=+(
5=2J#$#6&#8': ,
v z'++!6#7/+=&'()': 
%/=(0<7/6:': %=
D#5': =#"+(+#>ˆF5!.6
+,
v N2/;6(5(C=6!%F/8B#'
(C;G!;': =H%F :655=M.
+<+†,(+>E;. (G(G'!E,
=?E@(#6#
 <QER
ST&U244VW<XOY<QERZ#[E\!/ / J T
v N(5 XVnm$,
T5 XVV\$
T5 Xsr$
‰^&U:]2Y^Y<QER
vN#850 XWV$
vN#8ˆŠ  XV\$
vN#8ˆN#L !=XrV$
vT5!J XWn$
 #3<28\2_`:[:;<=2>
LJ2%2;{#5Vp,Wmm
\
N0:NR=
2N*<=NAR'A>,
R2/6ˆ"0+:D7X %.J
2<20*L.„' H(2+J 
r‹Vm,mmm +66=#"y6;=:O'=:O.,,,^
{6!B<9€.2&'J2,
##

#aXb>:0>UN1>Nc:28\2
_`N1>
&# DY^
V Q.SO+ Q. m\
 ! "#
o

\ Q.Q.+i Q. ms
W Q.(u/ Q. mV
s i62  m\
p i6!  m\
n i6+  Vm
o i6  m\
r i6@;  mV
t i6+  mp
Vm lO.  m\
VV LE#F  mW
V\ lO'  mW
 ! "#
r

/!:]0_RN1>P0dYe:;<:=2>
EK:]0_RN1>P0dYe:;<:=2>f
 ! "#
t
AŒ
KLZ
AŒ
:ŒŒŒ
: %Œ

Œ(u
/
CBg#
h%#.i
gj
*Ck#+#
A>
K‡
H
'
: 
A.
:D
': 
%.+
A.
:D
'
: 
&O+
K
H
A>

0
"
#$
A>
+
;

6
A>
.
;
K
+
!E
I0()
6
+
P4
!>
0
%2
*CB
A.:D
': 
/++
%.+(u
/
A>
KLZ
lh
$(

Tmn,&ogh*+%p
qr8R8EK:sE=XN2B4#!C
!6#*J#65!05J,N2B
4#=605*JO!C#
J&z6,

qR8EKP0d23`(+C&&'() *J=2
B4&'()=#=605*J="#6
2!6#*JO!C+I05J
J&,R57&'#"yRISN^+&.%J
&" (<&F;&(G*J=#
 5E&*I057J,
q<81NED:T+56&'()*LJ=#X
81NED: I+05*J="#6
22&'05': %=.=5;+/
0=+B?O=O%u&6#8+0.<=0%2(
0+B?O+!>66=N+;vK6#
RISN+I057J,l.%!C6(G05
+#26(GGRISN!<E,
*c81NED:G8XQ<XAF#62%=0(
!.!/=(ˆ$/*+J,
]*c81NED:Gt20u2XAF#6(ˆ': =H+
6 (G'!EJ&!>B4KLZ=K‡H,
vL6C"2!F#5X
*v#58[qC\#Q1 LE"6!C6=0
7/=@!=06=(H!6666=/<=&6
''6!B9*="!$#&6#8': %*
 ! "#
Vm

J,KG!6!>6661H=+'
+6056(<&+;,N6/
+;=!.;&'=2&'=!C=2!6!+C
6(0'!E{(0(GHLJ#'
: %,
*`b:[Xz7B46/

(ˆ.X+;v&'#"=+;4!>==!F
F=+4=(6:O='2=!>66='(5=6
!C2="!FFJ2+&=;6(C=
D$(5,
*vG\Qr:2`23wXL"k0#!*!6
/%,
N=M!26/=!6/J60
': %=(<%=(<="#$=:.%(G
&'6v!"=!HJ!'7*6+ 
(G=6'!E†+0'6G!7,N
6/#(ˆ1%.#=",
*vGt20u2qVdx0]2XL"k0#!*!6/
': ,T+!>=M!26/=!6/': 
#(ˆ‡H': = (G'!E,
TH!&#8': ='%•"=66#&#8‡
HvJ2=&'()Hv'!E,
*vCXL"k0#!*!6/': ,T+
!>2!F=;2=(+6*F27C="
 (G6<H(29+=6+!E=+!E,
vL6!.:DXL"k0#!*!6/': ,
 ! "#
VV

1:7bxyVdx0]2P0z5Xb>520D:565Xb>5
Y{820D:(+C"#!+&6#8': =2B
4+v': #!.:D=G!67(6
0#'!E6!BG<96+,
r8Ye_15XN2J66+6=!H
 'J6++!'7LJ,
&F7vEr8X8MT+55!H+"&'()*!>

KRvNN=2F!.!/+=&'()+!6#2/0
()#+8!F#6,
CQ6u22L"#62B<H(2=H=#
"=6!FF': +(+2*+LJ,
CQ257|NXS'()=(++!E=+7
,L !+!FF&6#86+†
/H181Qr2ER:;<:=2>8<8EQr JJ}q J
=F=G& &+*,.%:HI J+6#
I#u05': %*J=:O:@6
6&'ZlKQ*J0\mmtv\mV\,
 ! "#
V\

dd_1Q:1QC%Vdx0]2G8XQ<8<8EQr JJ}q J
ĐVT: Triệu đồng
Lk< i/
4 Z6 Z6 Z6
\mmt \mVm \mVV \mV\
\mVm~\mmt
\mVV~\mVm \mV\~\mVV
N2
/
Ž
N2
/
Ž
N2
/
Ž
V,Q6

+
mV \r,tt\ WV,V\V \r,ooo \o,VWV ‰ o,WŽ v o,pŽ v p,oŽ
\,L6'
'#
m\ \Vr VmW Vsn Vpo v
p\,p
Ž

sV,W
Ž
‰ o,\Ž
W,Q9
yVm•mVvm\^
Vm \r,oos WV,mVr \r,nWV \n,tos ‰ o,rŽ v o,oŽ v p,rŽ
s,-6/+
6
VV Vn,tWs Vt,pmp Vn,tmn Vn,WVs ‰
Vp,\
Ž
v
VW,W
Ž
v W,pŽ
p,TGH5!
y\m•VmvVV^
\m VV,rsm VV,pVW VV,o\p Vm,nnm v \,rŽ ‰ V,rŽ v t,VŽ
n,Q0
5+;
\V \o WV WV Wm ‰
VW,n

Ž
v m,VŽ v V,rŽ
o,L!;+
;
\\ r,mnt o,s\t o,tWt o,mts v rŽ ‰ n,tŽ v Vm,nŽ
r,L!;6
+
\s V,pmn V,p\V V,p\r V,Wt\ ‰ VŽ ‰ m,sŽ v r,tŽ
t,L!;&'()
%2!
\p V,tpn \,Vtm \,\\s \,Vtm ‰ V\Ž ‰ V,nŽ v V,pŽ
Vm,TGH
9RIKQ
Wm•\m‰y\Vv\\^v
y\s‰\p^
Wm WWW sm\ nW VW ‰
\m,n
Ž
v
rs,\
Ž
v ot,rŽ
VV,NH!6 WV Ws VmV ss sW ‰
Vts,

v
pn,W
Ž
m m
V\,L!;6 W\ V m V=n \ m m m m ‰ W\,tŽ

VW,TGH
6ysm•WVvW\^
sm WW VmV s\ sV ‰
\mp,

v
po,r
Ž
v \,WŽ
Vs,N(G
H#
ypm•Wm‰sm^
pm Wnn pmW Vmp ps ‰ WoŽ v
or,t
Ž
v sr,nŽ
Vp,L!;
NQ2+
pV tV V\p \n VW ‰ WoŽ v
or,t
Ž
v sr,nŽ
Vn,TGH
ynm•pmvpV^
nm \op Wor rm sV ‰ WoŽ v
or,t
Ž
v sr,oŽ
N| (G
H~Q

m,tpŽ V,\VŽ m,\rŽ m,VpŽ
Nguồn: Phòng Tài chính - kế toán
 ! "#
VW

T*b2[:XQ<20
S'#<#H:@XN#4\mmtv\mVm=
LJ'%=FX
v Q*4\mVm4\mmt(+X\,V\t#27=C
Bo=WŽ,
v TGH#4\mVm4\mmt(+XWoŽ
v TGH4\mVm4\mmt(+XWoŽ
N'/(2#<M =04\mmtv\mVm
(+$•!6#"*LJ,L6k<%=
(GH4#D",LG&'#<=M
 #{LJ(+5C"+<*NLJLNN
N#2=#5H!+P,N#0\mmtv\mVm=NH!
+PHGG!7M+ƒ+=6
%2!5(ˆC;€J#8J=%
LJ<FG5'(G(6(0&O+=%.+ 
(G=%.+(u/#55NH!+,L€9!'<
#{=04\mmtv\mVm(+0LJ++++ƒ
%F'p2/': %.+=2(+%.': %.+
i,P2++++6W2/562&'
'(G': #4#D',TG'
!E': #G<F=(G7;,
8+'/(2€ #{=#4\mVm€(+
46''#% ! ,I(+%#4+= 
(G'!EG'2=(G+"#'(0="'6'
6,I0#G6%2!3'!E=

LJ9!660CD09=6"€
7.J (G,
 ! "#
Vs

890EK#F23yXQ<20
N<=%"'D*5*'+9=
04\mVVv\mV\=LJ19!4%•
88%+(GH€"'M,LFX
v Q*4\mVV'\mVm(+X\,Wss#27=C
Byo=p^Ž,
v TGH#4\mVV'\mVm(+Xyor=t^Ž
v TGH4\mVV'\mVm(+Xyor=t^Ž
v Q*4\mV\'\mVV(+XV,nsn#27=C
Byp,o^Ž,
v TGH#4\mV\4\mVV(+Xysr,n^Ž
v TGH4\mV\'\mVV(+Xysr,o^Ž
N/4\mVm=NH!+P!# 4+
;=@O6LJ€"'D,I2(+25(0
6*++*G!7NLJLNN
N#2=LJ‘*LJPH(2+N#2=€'D
<#88': %,H=7<F'
!E;*LJ!4'(G<F"F',
 ! "#
Vp

z<0=6C"6#5P€"': =
5(G(6C+LJ"*?,
H .(+56B(=&"!6#*
LJ=z-6/0%0MEJ68"#$,

0#=66+*LJ*#55
P80+=LJ*586/6<
+,I7$=LJ€H!#+9': =J*
6+8#!C05#04,
LJH!#+6++C;= =:.%=
%%#4\mVV'•B: !:k
4\mmt,
N<=#4\mV\=66+*LJ€!
4,z<0=LJ(0"0#/(2*6%
2!05#3(ˆLJNRRKN;=LJ
&O+P2IB,†€6&O+H!E<"#$<F
'!E+5‘!,
T*b2[::87[Z.M’<BFC
6!;*LJ
d d87[258:[:;<=2>8<8EQr JJ}q J
Đơn vị tính: triệu đồng
Lk<
4\mmt 4\mVm 4\mVV 4\mV\ Z6
-6
#"
N|
(2
-6
#"
N|
(2
-6
#"
N|
(2

-6
#"
N|
(2
\mVm~\mmt \mVV~\mVm \mV\~\mVV
-6
#"
Ž4
'
-6
#"
Ž4
'
-6
#"
Ž4
'
#s
:87[
258
:[
~/J•} JJ €/H } JJ €/}!} JJ €/J}H JJ q•HJ q€/}• IJ} S•/}• q~HH
q
J/••
T

r,mnt Vmm o,s\r Vmm o,tWt Vmm o,mts Vmm vnsm vo,tŽ pmt ‰n,tŽ vrss
v
Vm,nŽ
Nguồn: Phòng Tài chính - kế toán

I9+:.%%.': %.+i=%.+
(u/†+5/0F:.%C'=LJƒ%F/
 ! "#
Vn

.+A6#R'A>=LJN+;NRRiNP
LJ2!+*=.+LJCR'A>,z<0=
LJ>ƒ%F5/+'<+;*LJ<+
;LNN,R+4=!;+;*(+6'(!'#'
6B;%F#<J?,L!;+'D(8
8(GH*LJ,
S'G!!;+; !;605
+;&64J",N#4\mmt=/(!'#'(+
6(,4\mVm=%6+4o=WŽ8!;+;
(0'o,tŽ=.(+5;26,I+(+%LJ
:!7/+7 #'G/</(
!'#'',B?2&'#2&'()++
*LJ,N<=4\mVV6.+105;
%F=( !'#'436'(!0=(&60(+
!;+;4,N#%'o=pŽ8!;+;
4n=tŽ,4\mV\=%G.+A6#R'A>
G=LJ'G!;+;Vm=nŽ4\mVV,
H=!;+;'DJ?88(GH*
LJ,N7W= !;+;'D(
(GH,L!;+;*LJ>(C'L!;&'
()+L!;6+,I+'DJ/&''
: %=<0J'&G G8
LJ>"(25+( +6'(!0(+'D
(GH,
+#=6!;66/=!;6+=!;

&'()%2!4='C/7
%+(GH,
890EK QV1XQ<2065:87[258:[2zQ2‚FN
 ! "#
Vo

T*b2[:^80u
v Lk/(GHyz'W^;(+G&.+9,
Lk/+;(+66&6+J*
J,!.;<.%•(GH'<
#!9%v!9V,VD#<X
v TGH#4\mVV'\mVm(+Xyor=t^Ž
v TGH4\mVV'\mVm(+Xyor=t^Ž
v TGH#4\mV\'\mVV(+Xysr,n^Ž
v TGH4\mV\'\mVV(+Xysr,o^Ž
 ! "#
Vr

d!*b2[:^80u
Đơn vị tính: triệu đồng
Lk<
4 Z6
\mmt \mVm \mVV \mV\
\mVm~\mmt \mVV~\mVm \mV\~\mVV
N2
/
Ž
N2
/
Ž

N2
/
Ž
N%

\r,rmV WV,mst \r,nn\ \o,mms \,\so o,rŽ v\,Wro vo,oŽ vV,npr vp,rŽ
N!; \r,snt Wm,nso \r,nmm \n,tts \,Voo o,nŽ v\,msn vn,oŽ vV,nmp vp,nŽ
NT
6
#
Wnn pmW Vmp ps VWn WoŽ vWto vor,tŽ vpV vsr,nŽ
L!;
NQ
tV V\p \n VW Ws WoŽ vtt vor,tŽ vV\ vsr,nŽ
TGH

\op Wor rm sV VmW WoŽ v\tr vor,tŽ vWt vsr,oŽ
Nguồn: Phòng Tài chính - kế toán
N#096+&'J/=
%2!(+4J(=H;(‚, i%/
1%#8B(GHLJ•J#6?F
'4\mVV,I+(+%'D*6/6&+
*&,N<=M€ #{=&'05
%*LJ•(+#4\mV\|(2(GH4
#€44\mVV%LJ'G6!;
J9,P2'++J6&'()9!'G
2562&'C4(GH*LJ,
=F?G& &+*,I&6#
K/C#+3!3+*,:L, 
N#4&=LJ+LJJ(+#>B4

'2&(G*$(5+>2# /6J6:
5=J62,
vLJ+!/G!L;&'&61
 ! "#
Vt

#2)RG!7(5=#'(C=D…B!65
(5?=(560,P |(H$(5(J
GBLJ+<B+: L;&2!6!
'& 8=0()=2;6%F=!F,
vLJ64642v%F€GLJ+
&.E0X 9(J=5"#J!>/
RcP~hcQZ,,,MGJ'LzvLP,LJ+>
B5"“P!+#8C=/‘!v/
;U%zD46N#C=N(<+(5P2
=I+NLZR7L;i=z5-QIN=S‡C
B…LJm\;+%/G(+>
'*R5,
vN;H5LPDB6!#+*57+
3(F/Vp#27=&‡:6'”=&‡‚#G
4=!#+:6+#6 #<"+R'A>=
+:.%+8ˆ02Pˆz'=:TK=:N
R/#<Wm#27…&+#•O(C•Vp
#27,
v–5M!•6N#.B#G#•O+H=60. 
5%#<+&/+268;6=
68+'24/#<\mm#27,
L34+&+Js#.%•
CQN<=T<L9kR++#.%•
NHN+vz1=z1-,I2=LJBs

#.4&<z6+#$:,
K/CG+3MN" 
I+<!5((GJ'#2
 ! "#
\m

6R5=5=6!#+%L5LJ+LJ+
!65{.#85<J=2!F€H
BI+<,+#=>B/60”6
6(+OLzvLP*LJ+%.#<"+…
J6:.%I+=:.%I'=J6&/!>+
J6:5,
/Ib2DdyE\Qr2ER28a02OVd7|N2r8=2>:s
7ƒ&u2Y8M05<N#38M0
=O= &.%)(
P;+ (G'!E*8='!ESO++%.
+*LJ"#;&#!FF+J2!
#+B6!3G! (G'!E*8,
 ! "#
\V

dH/81_1NR2VDVd7|N6u2Y8M05/
##
;YQr8
C[:  2„:
ZNNT
c  c8
ZG…R7T
  81
:<  :c

20\  &#
J•ZE…GT
-
?
-
(
V SO+NnmVW
yhwZXYnmVW^
—W=\p:Wpm
—s=mm:smm
p=m
n=m
\m
\s
\m,tmm
\m,tmm
\
SO+znmVW
yhwZXYnmVW^
—W=\p:Wpm
—s=mm:smm
p=m
n=m
\m
\s
\V,trm
\V,tmm
W
SO+hnmVW
yhwZXYnmVW^

—W=\p:Wpm
—s=mm:smm
p=m
p=m
\m
\m
\s,\mm
\W,tmm
s
SO+homVn
yhwZXYomVn^
—W=\p:Wpm
—s=mm:smm
p=m
n=m
\m
\s
\o,rmm
\o,rmm
p
SO+homVr
yhwZXYomVr^
—W=\p:Wpm
—s=mm:smm
p=m
n=m
\m
\s
\r,rmm
\r,rmm

n
Q.+i~ihomZ
yhwZhp,VrXYjomZvn^
—m=tm
—V=mm
Vp
Vp
\n,Wmm
\p,pmm
o
Q.  +  R7  &  8
hYRVs
yhwZhp,VoXqoh\vYRVs^
—V=\m
—V=nm
\p
\p
\p,nmm
\p,Wmm
r
Q.+Tu/hoVNvV
yhwZhp,\mXYoVNvV^
—V=\m
—V=nm
Vp
Vp
p\,rmm
p\,\mm
t
Q.+Tu/hoVNvp

yhwZhp,\mXYoVNvp^
—V=\m
—V=nm
Vp
Vp
p\,pmm
p\,\mm
LJ6!%F66/ #<+&/,I/6+
/(G(LJ'6O*(0'!E,P+
[!;H#!06;Vpm;R'A>,
N;BEJ65"JB!/+=
2!;': =!;&'()=.2&'': +!C
 ! "#
\\

M&'(){'66 !:/{6'!EC
C*6/*0##<"#$,
L6; 6+56(5+
;%F6+6H8k pmm~'
!E6+68(+omm~'!E
(+6+6#84(<BVmmm~'
!E,N G6+
JHG69*,
=O?H2P.%)(
L6(0'!E#<G': #<%.20=<
*.„6XIB=˜=A6!,L665‡H=#D'
: GJ206#<#$W
6,AJ9+*LJ€GH!#!6&/#<,
P8H= '6'!E*LJLAH(2+N#20
 (G="=6!BG6<E#+&/,

LJJ<B. (G'!E=LJ
2+$:<%#8='2/&'() (G
cZ™tmmVv\mmm,P&'0G='!EH(2+
N#2HG'DPcq™NYL*(<2!65
P2=LM!+!pm'!E+9*2D#;2=
C++P2 (G*z5J2!=M!+
hNTI*5TIvNzlR={O*N(<+(5P2=
*!>C0P2,
L3VmBH<E (G*BI4K
;#<QP*f=hzZ*i‡=K*Hz'†
=OEGQ 6*4
I/'!E&O++%.+0P2=+JPH
 ! "#
\W

×