XÂY DỰNG CHIẾN LƯỢC MARKETING HỖN HỢP TẠI TỔNG CÔNG TY HÀNG KHÔNG VIỆT NAM ĐẾN NĂM 2010.PDF

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NGUOI HUONG DAN KHOA HQC: PGS, TS.
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Tft.,O
TRU6NG 8H
KINH
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TP

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THUVI:¢N
d H
PH6
H6
cffi
MINH-
NAM
2004.
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Trang

Jl,t
;::
LOI
Mu
BA
U •.•• • • ••• • •• • •.• • ••• • •• ••••.•.• •
01
CHtf<1NG
1:
GIOI
THfflU
KHAI
QUAT VE
MARKETING
TRONG
DfCH
'
, ?

,
' , ,
VlJ
KINH
DOANH VA TONG
CONG
TY HANG
KHONG
NAM 04
1.1/
Khai
djch Vl}
va
tinh
djch Vl}: •••••••••••••••••••••••••••••••••••••••••• 04
1.2/
Marketing
trong
kinh
doanh
djch VQ v(ln
tai
hang
khong
05
1.3/ Gioi
khai
quat
qua
trlnh

hlnh
thanh
va
phat
cua
T6ng
COng Ty
H8ng
KhOng
Nam
• • •• • 06
,
"'
, ?
?
CHUONG 2:
XA
Y Dl}NG
CHIEN
LUQC
MARKETING
HON
HQP
CUA
,._?
A ' A A
, ,
_,
TONG
CONG

TY
HANG
KHONG
NAM
DEN
NAM
2010 16
2.1/
Phan
tich
cac
ye'u to'
cua
Marketing
b6n
hqp
T6'ngCong Ty
H8ng
Kh6ng
Nam •
16
2.1.1/ Ye'u to'
san
philm
cJ.ich
VQ v(ln
tai
hang
khong:
16

2.1.2/
Gia
cua
cJ.ich
VQ v(ln
tai
hang
khong
cua
TCT
19
2.1.3/ Y e'u
to'
phftn
pho'i • 20
2
14/
Y
"' "'
,
., ,
? 22
. .
eu
to
xuc t1en
san
p
am
.

2.1.5/ Y e'u to'
v@
con nglifli
•••.••••••••.•••••••••••• •••••.•••••.••.•••• •.•.•••.••••.•.•••.•.•.•
24
2.1.6/ Ye'u to'
d.jch
V\1
kh8ch
h8.ng
•.• • • •.•• •• • •• •.•.•• •• • •
25
2.2/
Xay
dt;ing chie'n hiclc
Marketing
h6n hqp
Tling
Cong
Ty
hang
kh6ng
Nam
de'n
nam
2010 28
2.2.1/
Phan
tfch SWOT •• • • • • ••• •• •• •• • • 28
2.2.1.1/ Phfin tich m()t

s6
ye'u bep. trong TCT hang
kh6ng Nam 28
2.2.1.2/ Phdn tfch moi trtiong
ben
ngoai • •
29
2.2.2/ Xdy dtfng chie'n
lticjc
Marketing b6n
hcjp
cua TCT hang khong
Nam
nam
2010 · 32
2.2.2.1/ Chie'n hi(jc marketing san phffm
cijch
Vl} tai hang
kh6ng 32
2.2.2.2/
Chie'n
IUctc
gi8:
34
2.2.2.3/ Chie'n lti(jc phdn ph6i d!ch
VQ.
khach hang:
o.oooooooooo36
2224/ch
o"'

I '
0
, ,
'
h'
o.:?
?·
h,:,
37
o . o 1en
ri(jc
ve xuc
ben
va p
at
tr1en
san
p
am:
0

2.2.2.5/ Chie'n
lri(jc
markeitng con
ngtiOi:
•
.41
2.2.2.6/
Chie'n
lrictc

d!ch
V\1
kh8ch
hftng
42
2.3/ Cac giai phap nhilm khai va thtfc chie'n luqc Marketing
h6n
h(jp t6ng cong ty Hang khong Nam de'n
nam
2010 .42
2.3.1/
Giai
phap
xdy dt!ng va quang
ba
thridng cua Hang Khong
ViC:t
Nam 42
2.3.2/ Giai phap nfing cao chll't lti(jng
san
phffm
cua Hang Khong
Nam 43
2.3.3/ Giai phap ddu trt
phat
may bay va buy d()ng v6n thtlc
44
2.3.4/ Ghii
phap
nfing cao cha't lli(jng

cac
cijch
vt;t
hang
khong
be} _ -
2.3.5/ Ghii
phap
tang
cli<tng
lien minh lien ke't v8i
cac
t6 chuc

khong
va cac
t6
chuc quo'c te'
thq.'c
h()i quo'c te'.
·····-
2.3.6/ Ghii
phap
phat
triin
ngulln
nhdn
lq.'c
••• •.• _
_s-

0
2.3.7/ Dfiy htJp
tac
lien ke't giua nganh
Hang
khong
v8i
nga
_ _
Du
lich
va
cac
nganh
khac
• •.• • • •.•
_g-= _
2.4/
M()t
s6
kie'n nghi v8i chfnh phu
va
cac
ca'p c6 lien
quan
s
.I
2.4.1/
Cac
kie'n nghi v8i chinh phu va

nha
nu8c
Nam
s I
2.4.2/
Cac
kie'n nghi v8i
B()
Giao Thong Tai,
Ct;tc
Hang
Kh&:ng
Dan
dt;tng
va
cac
cd
quan
c6
lien quan
53
K " T -frllt.T
KET
CHuu1"'tG
2:

54
"'
"
KET

ss
TAl
THAM KHAO.
PHl)
Ll)C.
I
2.3.4/ Giiii phap nang cao ch§'t lli(jng cac
cijch
VI} hang khong
dcing
bQ
•
48
2.3.5/
Gh'li
phap
tang
cui1ng
minh ke't v8i cac
t6
chuc hang
khong va cac
t6
chuc
quO'c
te' nhlim
tht;ic
h()i
quo'c

te'
49
2.3.6/ Giai phap
phat
tric!n ngu6n
nhan
llfc
50
2.3.7/ Ddy hf!p
tac
ke't
gifi'a
nganh Hang khong v8i nganh
Du
lich
va
c8c
ng8.nh kh8c 51
24/M
"t
"'k""'
h"
(JA•
h'
h h? ' ,
"'
'}"" .
51
• Q so 1en ng ! v 1 c m p u va cac cap co Ien quan .
2.4.1/

Cac
kie'n nghi v8i chinh phu va nha mt8c Nam
51
2.4.2/
Cac
kie'n nghi v8i B() Giao Thong Tai, Hang Khong
Dan
va cac cd quan c6 quan •
53
"'
"
KE T
LU
i) N
CHUON G
2:
54
"'
A
KET 55
TAl
Litu
THAM KHAO.
PH{.J
Ll,JC.
DANHMl)C
CAC KY
HIJtu
VA
CAC

CHUVfETTAT
AAPA
lATA
lCAO
FFP
VASCO
Association
of
Asian - Pacific Airlines.
Hit$p
h9i khong Chau A Thai Blnh Duong.
International Air Transportation Association.
Hit$p
h9i
Tai
Hang Khong Qu6c Te'.
International Civil Aviation Organization.
Frequent Flyers Programme.
Chuang trlnh khach hang thu'ong xuyen.
VietNam
Air Sevice Company.
Cong ty Bay Dich Vv
Vit$t
Nam.
TCTHKVN
T6ng Cong
Ty·
Hang Khong
Vit$t
Nam.

SGN
HAN
BKK
SARS
Code lATA cua Tp
H6
Chi Minh.
Code lATA
cua Thu
DoHa
N()i.
Code IAT A cua Bang
CO"
c.
Severe Acute Respiratory Syndrome:.
H9i chrtng viem du'ong ho
Bang
s61
Hlnh 1
Hlnh2
Bang
s62
Hlnh 3
Hlnh4
Hlnh 5
Hlnh6
Bang
s63
Hlnh 7
Hlnh 8

Hlnh 9
Bang
s6
4
Bang
s6
5
Bang
s6
6
Bang
s67
Bang
s6
8
"'
? ' ' -
DANH
Ml)C
CAC BANG BIEU VA HINH VE.
Trang
Bang ke't qua tai hang khong
nam
2001-2003 7
Ke't qua hanh khach
nam
2001-2003 8
Ke't qua chuygn hang hoa
nam
2001-2003 9

Bang
ke't qua kinh doanh khong
nam
2001-2003 10
So d6
chi tieu kinh doanh cua T6ng Cong Ty giai 2006-
2010

13
So d6 chi
tieu
tai
cua
Tdng Cong Ty giai 2006-
2010

14
Cac
ye'u
t6
cua Marketing h6n hqp TCT HKVN
16
C
,
th'
h ? ? ' d' h
17
ac
an
p

am
cua san p
am
va !C
Vl;l


M6i tu'ong quan giii'a xuc tie'n san phffm vdi doanh thu va thi
phffn

23
So d6
tac
d()ng cua xuc tie'n
san
phffm de'n doanh thu va thi
phffn
:
23
Ye'u
t6
con ngu'oi trong
san
phffm dich
Vl;l
hang khong 25
M6i quan
gifi'a
cac ye'u
t6

trong quan khach hang 26
Ma
SWOT 30
C
,
h' N 1 w ? ? 38
ac
c 1en
u'qc
tang tn.tong san p
am
.
Ke' phat d()i bay hang hoa
cua
VNA 45
Ke' phat trign
d()i
bay hang hoa
cua
VNA 45
Ke'
dffu
tu'
d()i may bay
th1;16c
sd
hfi'u
cua VNA 47
1
' ?

LOIMODAU
Trong xu
the"
h9i kinh
te"
cao d9 cua b9 kinh
te"
the"
gidi,
Nam cling da tung bu'dc d9ng va hoa vao xu
the"
nay vdi
sl,i
tang
6n
dinh
to'c
d9 phat kinh
te"
cua chinh mlnh.
S\f
ra doi cua cac t6ng cong
ty
theo cac nghi dinh cua Thu tu'dng chinh phu vao nien 90 trong d6 c6 T6ng
Cong
Ty Hang Khong Nam chinh Ia nhung cua
sl,i
d9ng tren
va cling dap ung cac xu
the"

h9i kinh
te"
cao d9.
Tuy ra doi
qua·
non tre trong nganh tai hang khong nhu'ng T6ng Cong
ty
Hang Khong Nam
Iffy
Vietnam Airlines (VNA)
lam
n6ng co't da lien
t1,1c
phat qua cac nam. Nganh cong tai hang khong n6i chung trong
nhung
nam
ggn day da c6 nhung bu'dc suy thoai va phat khong nhu' mong
d<;5i
bdi nhung ly do khac nhau chinh tq, xa h9i , nhu'ng VNA n6i rieng 1uon
dl,idc
nhung thanh
tl,iu
qua cac
nam
vdi
to'c
d9 gia tang cua nganh cong
t::H
harig khong cua VNA luon khoang 29.5% m6i nam (1985-1999) va
khoang 10.5% trong vong

10
nam
Wi
(Ngu6n
lATA-
Cargonews Asia).
Cling vdi
sl,i
gia tang phat d6 Ia
sl,i
dgu
tu'
trung vao d9i
ngfi
tau
bay, cong cua T6ng Cong Ty.
Sl,i
xufft nhung tau bay Boeing va
Airbus mdi vdi nhung dong seri nhfft cua Boeing 777, 767 va Airbus
321
da lam cho hlnh anh va
mau
cua VNA du'qc nang
len
m9t vi tri ngang
vdi cac Hang khac trong khu
Vl,iC.
Sl,i
tu'
va phat nay da ra m9t

vffn
quan
tn;mg
hdn, m9t
vffn
rna n6 se xay
dl,ing
dinh va quan ly toan b9
Sl,i
phat cua T6ng
Cong
Ty, d6 la quan
tri,
trong d6 xay
dl,ing
va dinh Marketing h6n
hQp
la m9t trong nhung cong quan
trQng
nhfft.
Nhu' ta da
bie"t,
ne"u
caG
ye"u
to'
thoi
tie"t
mu'a
bao Ia nhung

vffn
quan tam
m<?t
may
bay cfft canh duqc thl
2
m9t
hang
m(>t
nha chuyen
cha
c6 "ca't
canh"
va dung vung
trong
SlJ'
phat
CUa
mlnh thl va'n d
day
khong chi la
cac
ye'u
tO'
tren rna la
ta't
ca.
cac
ye'u
tO'

khac c6
lien
quan.
M(>t
trong nhung ye'u
tO'
d6 la
hoc;tch
dinh chie'n
lu'QC
tie'p thi
h&n
h<Jp
cua
nha chuyen chd
nay
nhu' the' nao.
hoc;tch
dinh cho
chuysn
nay
se
tc;to
ra
m9t
hlnh anh,
m<?t
thuong co cha't
ht<Jng
cho nganh chuySn cilng nhu' cho VNA.

Xua't
phat
tu
thlJ'c
te' nay, T6ng Cong Ty
da
xay
dlJng va
thlJ'c
chie'n
lu'QC
hc;tn
va
dai
hc;tn
toan
bQ
may
quan
tq
CUa
mlnh cilng nhu'
xay
dlJng
m(>t
hlnh
anh
nhan quen
thu(>c
cua

VNA trong
tam
thuc
cua
cong chung va duy trl
du'<Jc
tO'c
d9 pha t hang nam.
Va'n
nay
da
thu hut
slJ
quan
tam
nha nghien cuu khoa
hQc
qua cong trlnh va tai khac nhau trung giai quye't va'n la
lam
sao nang cao
du'QC
qua
hoc;tt
d(>ng
cua
T6ng Cong Ty khi rna
SlJ'
tu'
cong tau
bayda

dc;tt
du'QC
muc d9 ngang
cua
khu
VlJ'C.
Va
day
cilng la
ly
do thoi thuc toi ll!a chQn tai
"Xay
df!ng chie'n
lur;c
Marketing hdn
hr;p
tqi
Tdng cong ty Hang Khong Nam
din
nam 2010"
lam
n<?i
dung nghien cuu
trong
phc;tm
vi
van
nay.
DO'i
tu'<Jng

va
phc;tm
vi nghien cuu:
.
dO'i
tu'<Jng:
tai trung
vao
nghien
cuu
thlJ'c
trc;tng
cua
T6ng Cong Ty qua
m9t
sO'
nam
2001-2003 cilng nhu' dinh hu'ong
phat
cua
nhung
nam
toi (2006-2010); Nghien
cuu
va
phan
tich
cac
ye'u
t6

cua
xay
dlJng chie'n
lu'QC
Marketing
h&n
h<Jp
va tie'n toi
xay
dlJng
m<?t
chie'n
lu'<Jc
marketing
h&n
h<Jp
de'n
nam
2010.
. tai
du'<Jc
nghien
cuu
tren
phc;tm
vi
toan
b9 T6ng cong ty
Hang
khong

Nam
Ia'y
Nam
Airlines
lam
tang.
C6
so sanh va
3
neu
thlfc te' d9ng cua
ffiQt
sfS
hang khac trong khu
V\l'C
trong qua
trinh phan tich.
-
Ml)C
tieu va phudng phap nghien cuu:
. Ml)c tieu nghien cuu: Di sau vao d6i tuqng tren
cd
sd
vi
nghien
cU'u
neu
tren xay dl!ng chie'n luqc Marketing h6n hqp cilng
nhu'
xay dlfng va phat hinh va nhan

hi<$u
cua
VNA va
du'dng
nhien
cilng tu
d6 c6 ra nhii'ng giai phap xay dl!ng va nhii'ng kie'n
nghi
.
.
Phudng phap nghien cuu:
Sii'
dl)ng phu'dng phap nghien cuu dtja tren
phu'dng phap
mota
hqp
s61i<$u,
th6ng
ke
d\1'
bao
va phan tich
s6Ii<$u.
Ben
d6 cac phuong phap khoa h9c khac cilng duqc dl)ng trong
van
nhu' ly thuye't ung dl)ng
hi$
th6ng, phu'dng phap thtjc
N9i dung co ban cua van:

van
du'<;1c
ke't
d(u
thanh 2 chudng
.·
Chu(Jng
1,
Gidi
thi<$u
khai quat Marketing trong dich
V\1
kinh doanh
va T6ng Cong Ty Hang Khong Hang Khong
Vi<$t
Nam .
.
Chu(Jng
2,
Xay dlfng chie'n
lu'qc
Marketing h6n hqp T6ng Cong Ty
Hang Khong
Vi<$t
Nam de'n
nam
2010.
4
CHUONG 1
GIOI

THI¢U
KHAI QUAT VE MARKETING TRONG
KINH DOANH
DJCH Vl)
VA
TONG CONG TY HANG KHONG
VI¢T
NAM.
1.1/ Khai
cijch
V1}
va
di;ic
tinh
cijch
V1}:
Tu
nhung
nam
1950 de'n nay (2004) dich
V\1
ngay
cang
c6
vai
tro
quan
trQng trong
qua
trlnh

phat
trign
cua
kinh
t€
quo'c dan.
Ty
trQng
cua
dich
V\1
chie'm
dmg
cao,
da't mtoc d6
dmg
cho tha'y
kha
nang
khdi
mC1
to'i u'u nha't
cac
ngu6n h)'c, nhu':
con
ngu'oi, cha't
xam,
Uti
chinh
va

ca
nguyen
lit%u
tho.
Hit%n
nay,
quan
digm
con
ngu'oi
vao
trung
tam
cua
dich
V\1
da
va
dang
du'<Jc
xem
xet
duoi
m9i
g6c
cc:tnh.
Theo
Philip Kotler, "dich
V\1
Ia

m9i
hanh
d(>ng,
ht%
qua, trong
d6
m(>t
phia c6
thg
cung ca'p
cho
phia
kia, chu ye'u
Ia
C1
trc:tng
thai
vo hlnh va
khong
de'n
sC1
huu.
San
phfrm dich
V\1
c6 thg khong
vOi
m(>t
san
phfrm cha't".

Theo
Adrian
Payne:
"dich
V\1
Ia
m(>t
hoc:tt
d(>ng
c6
cac
ye'u t6
vo
hlnh
tham
gia, c6
sv
tltdng
tac
de'n
khach
hang
hay
tai
san
cua
khach
hang,
va
n6

khong
de'n
sv
chuygn
nhu'<Jng
sd huu.
Hoc:tt
d(>ng
nay
c6
thg
c6
nhung
thay d6i
va
san
phfrm d6 c6 thg
khong
voi
san
phftm
huu
hlnh".
Nhln chung,
cac
n6 lvc dinh nghia de'n tinh
vo
hznh,
quye'n
sll

hflu va
vit%c
hay
khong
gi\n voi
san
C1}
thi
va
lien
quan
de'n con nglllli- trung tam.
V
oi
each
higu
tren, dich
V\1
CO
nhung
tinh
quan
trQng sau:
Tinh
vo
hlnh. Dich
V\1
khong
thg
dung

cac
giac
quan
dg
phan doan
ke't
qua
C\1
thg
ngay
tru'oc khi
su
dl;lng,
n6
cgn
du'<Jc
C\1
thg
h6a
cang
cang
to't.
Tinh
khong
6n
dinh. Cha't
lu'<Jng
dich
V\1
ph\1

thu(>c
vao
nguoi thlfc
thoi gian. thvc
hit%n
va
dia
digm
thvc
hit%n
dich
Vl;l.
Vi
dl;l,
khi
5
nhan vien
ban
hang trong thai hung
phin,
h<;>
c6 th€ rnoi
khach hang
xern san ph£rn voi thai
d<)
ttidi giup
khach hang
thiu
hi€u tung chi tie't nho
nhit

rna khach hang
bie't.
Tinh khong tach roi
dti<JC.
Dich
V\1
du<;jc
san
xuit
ra cling hie voi
qua
trlnh
sli'
dvng.
Bay
Ia di€rn khac
bit$t
giua dich
V\1
voi hang
h6a. Hang
h6a
chit
dti<JC
san
xuit,
luu kho va phan pho'i qua
cac kenh va cuo'i cling, rnoi dtiqc tieu thv.
Khong th€ t6n
kho. Dich

V\1
khong th€ giu va khong bao quan
trong kho vl san xua't va tieu thv xay ra cling
rn<)t
hie.
1.2/
Marketing
trong
kinh doanh dfch
V\1
v(ln
h1i
khong.
Marketing trong dich vv tai hang khong Ia
rn<)t
qua trlnh bie't
d\1'
doan va thoa
man
nhu khach hang chuy€n phuong
tit$n
hang khong
m<)t
each c6
hit$u
qua va c6 lqi
nhit.
Nhu marketing trong kinh doanh dich vv
hang khong truoc he't, lien
quan de'n cac ye'u

to'
nhu sau:
D\1'
bao
nhu chuy€n duong hang khong Ia xac dinh
nhu
cua
cac nhan hay t6 chuc
vit$c
dich chuy€n hay thay
d6i vi tri
cua
con nguoi hay hang hoa
tu
noi nay de'n noi khac,
tu
quo'c gia nay de'n quo'c gia khac phtidng
tit$n
Ia may bay.
S\1'
thoa
man
nhu tai hang khong duqc th€
hit$n
qua
vit$c
chuy€n an toan, dung lich trlnh va thoi gian cong bo' thong qua
nhung dich vv hoan hao.
Khach hang la nhung
do'i

tuqng duqc dap ung nhu
h
/!
c uyen.
Nhu
tit
ca cac nganh kinh doanh khac, marketing Ia
rn<)t
trong nhung
d<)ng
quan
tr<;>ng
nhit
cua
d<)ng
kinh doanh tai hang khong.
6
M<)t
chie'n
lu'<jc
marketing qua se g6p cho slf thanh cong cua
chie'n
lu'<Jc
kinh doanh trong
m<)t
t6 chuc trong gia tang thi tru'ong, t6i da hoa
l<ji
ra
Slf
khac cho san

phim
va dich
Vl,l;
dap ling
du'<jc
nhu
cua khach hang,
lam
cho khach hang
cam
tha'y hai long. Ngoai ra,
m<)t
chie'n
lu'<Jc
marketing qua se la
m<)t
d6i sach t6t d6i ph6 voi cac thach
thuc cua
q.nh
tranh va dam
bao
vi the' tranh cua cong ty.
1.3/ Gim khai quat qua
trlnh
hlnh thimh va
phat
cua T6ng cong ty hang khong Nam.
T6ng cong ty Hang Khong Nam ( sau day xin
g<;>i
Hh

Ia TCT)
du'<Jc
thanh ngay 27/5/1995 theo Quye't dinh
s6
328/Tig
cua Thu Tu'ong chinh phu
va
d<)ng
theo t6 chuc va
d<)ng
cua TCT do chinh phu phe
nghi dinh
s6
04/CP ngay 27/111996. Slf ra doi cua TCT ra
m<)t
doan kinh te' trong th6ng doanh nha nu'oc, trung
du'<jc
m<;>i
ngu6n llfc v6n, lao
d<)ng,
ky cua cac ddn vi thanh vien thlfc t6t cac
Vl,l
kinh te'
Xa
hQi,
tang qua va nang llfc tranh qu6c
te'.
T6ng cong ty HKVN
la'y
Nam Airlines

lam
doanh n6ng
c6t.
nay TCT c6
25
ddn
vi
thanh vien trong d6 c6 v6n g6p chi ph6i vao 2 cong ty
c6 4 lien doanh,
m<)t
ddn vi hanh chinh slf va con la cac ddn vi
thanh
vi
en
to
an
d<)c
p va
phl,l
thu<)c.
Cac m6i quan
gifi'a
TCT voi chinh phu,
C1,1c
HKDD, voi cac
cd
quan
nha nu'oc khac va chinh dia phu'dng,
gifi'a
TCT voi cac ddn

vi
thanh vien,
giil'a
cac ddn vi thanh vien voi nhau cac linh vlfc tai chinh, ke' nhan slf,
tu'

du'<jc
thlfc thong qua t6 chuc,
d<)ng
va th6ng quy
che' quan ly trong TCT. Sau .day chung
tOi
xin gioi vai
net
chinh tlnh
hlnh
d<)ng
cua T6ng Cong TY Hang Khong
7
a/
Ke't qua hoat dong san xua't kinh doanh cua T6ng Cong Ty
hang khong
VietNam
tu
2001-2003
CXem
bang s61).
• V
6 ke't qua tai:
, ' ? A ? ' A

Bang
s61:
KET
QUA V
TAl
HANG
KHONG
2001-2003
Ke'hoQ,ch
TT
Ddn
vi
3nam
Thqc
3
nam
(2001 • 2003)
Chi
tieu
2001-2003
Tdc
d{)
T6'ng s6 T6'ng
s6
2001 2002
2003
tang
tru'dng
I
VjJn

chuy€n
hanh
kbach
1
Hanh
kbach
v4n
Hkhach
11,329,749 11,436,846 3,385,960
4,001,575
4,049,311
9.4%

Qu6c
te'
\ 4,852,395 4,908,067
1,471,229 1,761,952
1,674,886
6.7%
1

N()i
dia
-
6,477,354 6,528,779
1,914,731 2,239,623 2,374,425
11.4%

2
ThipMn

% 59.9 59.3
59.3 58.4
60.3
Qu6c
te'
-
42.6 41.9
42.5 41.6 41.7

NQi
dia
-
86.1 86.3
85.1 85.7 87.8


·
3
Hanh
khach
lulir lOOOHK.Km 18,244,102 18,648,119 5,589,921
6,600,197
6,458,001
7.5%

r
r ·
·

.

Qu6c
te'
-
13,271,801
13,587,316
4,098,280 4,873,326 4,615,710 6.1%



Nl)i
dia
-
4,972,301 5,060,803
1,491,641 1,726,871 1,842,291 11.1%
3
Ghe'
sud't % 43.6 72.6
74.5
76.4 67.7
Qu6c
te'
-
41.8 69.7
71.9
74.6 63.6

!
NQi
d!a
-

49.3
81.8 82.9
81.9
80.8






II
V4n
chuy€n
hang
hoa
bu'u



1
Hang
boa,
BK
Ta'n 176,599
198,254
54,122
66,605 77,527 19.7%

1
Qu6c
te'
-
89,698
101,389
28,850 34,658 37,881 14.6%

Nl)i d!a
-
86,901
96,865
25,272 31,947 39,646 25.3%

-
2
Thi
ph§n
%
24.0 42.8
45.9
42.8
40.9
QuO'c
te'
-
16.9
30.2
34.8 30.9 27.1
·

NQi
d!a
-
42.2
75.8
72.4 73.6
80.2
1
3
Hang
boa,
BK
Iu
lOOOT.Km 460,179
498,442
142,741
170,131 185,570
14.0%

QuO'c
te'
-
364,501 395,083
115,699
136,173
143,211 11.3%
-
Nl)i d!a
-
95,678 103,359

27,042 33,958
42,359 25.2%
8
Tu cua bang
s6
1 c6 th€
tha'y
m9t
s6
ke't qua tai cua TCT
trong
thoi gian qua. Cv th€ Ia:
Kh6i
h.t<;5ng
chuy€n hanh khach giai 2001-2003 t6ng
s61a
11.436,8 nghln khach, tang blnh quan 9.4%/nam (trong
d6
qu6c te' tang blnh quan 6.7%/nam). Luan chuy€n khach
giai 2001-2003 t6ng
s6
la 18.648 hanh khach.km
tang blnh quan 7.5%/nam (trong d6 qu6c te' tang
6.1
%/nam).
chuy€n hanh khach nhin chung tang qua cac nam trong giai
nay.
Hanh khach qu6c n9i tang tu
1,914 khach nam 200l len
de"n

2,374 nam 2003 voi t6c
d9
tang tru'dng 11.4%. Hang khach
qu6c te'
c6 khuynh huong ghlm vao nam 2003
do
dich SARS
nhu'ng
thi c6
da'u
gia tang.
T6ng
s6kMch
01-03
6,000,000
4,000,000
2,000,000
0
2
3
4,001,575 4,049,311
1,471,229 1,761,952 1,674,886
1,914,731
2,239,623 2,374,425
Nam
ffinh 1
Ke't
qua
himh khach nam 2001-2003.
Kh6i

lu'<;5ng
chuy€n hang hoa giai 2001-2003 t6ng
s6
Ia
198,3 nghln
ta'n,
tang blnh quan 19,7%/nam. Luan chuy€n hang hoa giai
bJl
c:
'0·
.:a
-<o
i
L

9
2001-2003 t6ng
s6
la 498,4
ta"n.km,
tang blnh quan
14%/nam. hang hoa
c6
khuynh huang tang qua cac nam
nhung thi tai hang hoa qu6c te' giam tu 34,8% xu6ng con
27,1%
do
khuynh tu
ga:n
voi

xua"t
hang hoa
gia tang nhanh nhung TCT chua c6
slf
phat theo
kiP
(Xem hlnh
3).
Hang hoa cac nam
100,000
50,000
54,122
66,605 77,527
28,850
34,658 37,881
25,272 31,947 39,646
Nam
Hlnh
2.
qua v(ln
chuyln
boa
nam
2001-2003.
- Thi tai hanh khach qu6c te' 41,6-42,5%
so
voi ke'
Ia
39-42%.
•

Ke't
qua kinh doanh:
Qua
ke't qua cua bang
s6
2,
cho
tha"y:
- Doanh thu TCT giai 2001-2003 la 34.392
ty
d6ng, tang blnh
quan 13,7%/nam; T6ng lqi truoc thue' giai 2001-2003
1.776 ty d6ng va t6ng n9p ngan sach nha nuoc Ia 2.374,8
ty
d6ng.
- Ngu6n v6n chu
sC1
huu duqc bao toan va khong ngung phat Voi
s6
v6n ban duqc giao nam 1996 Ia 1.298,7 ty d6ng,
de'n
nam
2001
da
phat thanh 3.064
ty
d6ng tang hdn hai
so
voi nam
1996.

10
Nam
2002 la 3.799 ty d6ng va
dtn
nam
2003 duqc 4.119 ty d6ng
tang 1.3 so voi
nam
2001.
Day
chinh
Ia
chi
tieu
dS danh gia muc d9
hit$u
qua
tu'
vO'n
va
tht,tc
lt,tc
tai chinh
cua
TCT
voi quy mo ngay
cang
Ion
- Ty
sua"t

lqi tren
vO'n
chu
sC5
huu hang
cua
nam
2001 16.1 %;
nam
2002 tang 22.4% va
nam
2003 10.5%.
Bang s6
2:
KET
QUA
KINH DOANH 2001-2003
GIAI 2001-2005
THl}C HI:tN 2001-2003
CAC
CHiTIEU
KE
To'cd(}
CHUYEU
%so
tang
T6'ng
2001
2002
2003

2001-2005
KH
truO'ng
%
1.
NQp
ngfin
sach
3,031.43 2,368.60 78.13
-20.2%
799.21 1,060.89
508.50
tho
61,877.52 34,392.01
55.58
10.7% 10,126.51 11,852.00
12,413.50
p.
Chi
phi
58,944.04
32,615.73 55.33 11.5% 9,633.80 11,000.77 11,981.16
2,933.48 1,776.28 60.55
-6.3% 492.71 851.23 432.34
2,022.46 1,342.48 66.38
-5.3%
379.80
622.06
340.62
6.

Lao
dQng 40,118.00
6.3% 12,419
13,663
14,036
V6n
chu
sd
hii'u
10,983.40
16.0% 3,064 3,800 4,120
qua
sti' dt;mg
v6n
160.81 224.01
104.95
(LNTT/lOOOd
v6n
chii SH)
11
b/
Du
bao
thi tru'ong
van
tai
hang
khong
Viet
Nam

de'n
nam
Ba't
ky
mQt
hang
hang
khong
nao
mu6n
t6n
va
phat
phai
c6
qua
trlnh dlf
bao
nhu
thi tru'ong
tai
hang
khong.
Vi<$c
dlf
bao
chfnh
xac
nhu
nay

se
phvc
vv
cho
cong
tac
xac
du'ong bay,
cong
tac
tu'
tau
bay
va
cac
thie"t
bi
d6ng
b9,
md
r9ng
bay
h6
tr<J
cong
tac
marketing
t6i
da
hoa

vi<$c
thoa
man
nhu
khach
hang.
Cong
tac
dlf
bao
nhu
tai
hang·
khong
xac
dinh
cac
ye'u
tO'
sau
day:
-
Cac
chi
tieu
do
luong
g6m:
sO'
khach

sO'
hanh
khach
km
luan
khO'i
lu'<Jng
hang
hoa
va
s6
kh6i
lu'<Jng
hang
hoa
km
luan
-
Phan
tich
Doi
hoi
phan
tich
cac
ye"u
t6
anh
hu'dng de'n
tai

hang
khong
nhu:
Muc
d9
tang
GDP
ngu'oi
cua
m9t
qu6c
gia; thu
qu6c
dan; gia
ca
khoang
each
thoi
gian
cling nhu' cha't lu'qng
san
phffm dich vv.
- Thlfc
hi<$n
dlf
bao
Theo
dlf
bao
hang

khong
khu vlfc
chau
A-
Thai
Blnh
Du'dng do
cac
t6
chuc
hang
khong
qu6c
te'
t6c
dQ
hanh
khach
de"n
nam
2010
CUa
khu
VlfC
nay
la
7.5%/nam
(lATA);
7%/nam
(ICAO);

6.5%/nam
(Airbus);
va
7.2%/nam
(Boeing).
Cac
dlf
bao
nay
d€u
sa'p xi
nhau
chung
to slf
sai
1<$ch
khong
nhi€u
va
cling
1il
m9t
cd
sd
TCT
hang
khong
Vi<$t
Nam
lam

can
cu
dS
tinh
toan
va
dlf
bao.
Cv
la:
-
V€
hanh
khach
qu6c
te":
Muc
tang
tru'dng
blnh
quan
la
14%
nam,
xa'p xi
11
tri<$u
lu'<Jt
khach
qu6c

te'
vao
nam
2010.
- V
hanh
khach
n9i
dia:
Muc
tang
tru'dng
blnh
quan
1a
13%
nam,
d.;tt
xa'p xi 6.8
tri<$u
lu'<Jt
khach
n9i
dia
vao
nam
2010.
12
-
hang

hoa
quO'c
te":
Muc tang
tntC5ng
blnh
quan
Ia
17-18% nam,
373 nghln
t!n
vao
nam
2010.
-
hang
hoa n9i dia: Muc tang
tntC5ng
blnh
quan
la 10% nam,
khoang 97 nghln
t!n
vao
nam
2010.
c/
Muc
tieu
phat

triSn T6ng Cong Ty hang Khong
VietNam
de"n
nam
2010:
1/ Chi kinh doanh:
-
T6ng doanh thu: 123.270 ty d6ng, trong d6
nam
2006 19.548 ty
d6ng,
nam
2010
muc
29.780 ty d6ng, tang blnh
quan
hang
nam
11%
(Xem hlnh 3).
-
Lqi
tntoc
thue":
4.799 ty d6ng, trong d6
nam
2006 muc 762 ty
d6ng,
nam
2010 muc 1.307 ty d6ng, tang blnh

quan
hang
nam
la
14.5%. Duy trl ty
su!t
lqi hqp ly 3-5% doanh thu.
Lqi
tren
vO'n
chii
sC5
huu tuong duong muc trai
phie"u
dai
- N9p
ngan
sach: 2.314 ty d6ng, trong d6
nam
2006 muc 400 ty d6ng,
nam
2010 541 ty d6ng, tang blnh
quan
hang
nam
7.8%.
-
VO'n
chu
sC5

huu:
nam
2006 muc 6.530 ty d6ng,
nam
2010 muc
10.534 ty d6ng, tang
blnh
quan
hang
nam
12.7%. qua
sil'
dl;lng
vO'n
tfnh thea ty
su!t
lqi tren
vO'n
chii
sC5
hliu
nam
2006 11.68%,
nam
2010 12.4%.
Cl)
=
'<0
00

E-<
13
1
Chi til!u
kinh
doanh
2006-2010
35,000.00
30,000.00
25,000.00
20,000.00
15,000.00
10,000.00
5,000.00
2 3 4 5
Doanh thu
19,548.02
22,114.55 24,612.46 27,214.39 29,780.61
Chi phi
18,786.47 21,514.56
23,544.78
26,151.13 28,473.86
L<;li
761.55
599.99
1,067.68 1,063.26 1,306.75
Cac nam 2006-2010
Hlnh 3.
Sd
d6 chi kinh doanh cua

TCT
giai 2006-2010.
2/
Chi
tieu
van
tai:
T6c
d9
tang
tntdng
blnh
quan
chuy€n
hanh
khach
d<;1t
11%
nam
(qu6c te'
d<;1t
11.3%
va
n9i dia
Ia
10.8%). Be'n
nam
2010,
dL,t
kie'n

tai
hanh
khach
d<;1t
9.6 tril$u
hanh
khach, trong d6
qu6c
te' 4.5 tril$u
hanh
khach
(Xem
hlnh 4).
T6c
d9
tang
tntdng
blnh
quan
chuy€n
hoa
d<;1t
12.5%
nam
.
.
Dl;t'
kie'n de'n
nani
2010,

chuy€n
du'<Jc
198.000 tffn
hang
hoa.
Thi phffn
chuy€n
hanh
khach
qu6c
te'
nam
2010
d<;1t
41.2%; thi phffn
chuy€n
hanh
khach
n9i
dia
d<;1t
76%. Thi phffn
chuy€n
hang
hoa
qu6c
te' (chi tinh thu'ong 3,4)
d<;!t
28%
va

thi phffn
chuy€n
hang
hoa
n9i
dia
d<;1t
68%.
Chi
tieu
chfft
lu'<Jng
cua
Vietnam
Airlines
la
trd
thanh
m9t
trong
s6
20
hang
hang
khong
du'<Jc
u'a
chu9ng nhfft a
Chau
A chfft

lu'<Jng
tren
I
I
=.o
=
'<0
't:l

13

Chi
ti@u
kinh
doanh
2006-2010
35,000.00
30,000.00
25,000.00
20,000.00
15,000.00
10,000.00
5,000.00
2 3 4 5
BIDoanh
thu
19,548.02
22,114.55 24,612.46 27,214.39 29,780.61
!2.1Chiphi
18,786.47 21,514.56

23,544.78 26,151.13 28,473.86
L<;li
761.55
599.99 1,067.68
1,063.26
1,306.75
Cac nam 2006-2010
ffinh 3.
Sd
d6 chi kinh doanh ciia TCT giai 2006-2010.
2/ Chi tieu van tai:
T6c
d()
tang tnl'dng blnh quan chuySn khach
11%
nam
(qu6c
te"
11.3% va
n()i
dia la 10.8%).
De"n
nam
2010, dg
kie"n
tai hanh khach 9.6 hanh khach, trong d6
quO'c
te"
4.5 hanh
khach

(Xem hhih 4).
- T6c
d()
tang tntdng blnh quan chuySn hoa 12.5% nam.
D\l'
kie"n
de"n
narri 2010, chuySn
du'qc
198.000 ta'n hang hoa.
Thi
chuySn hanh khach qu6c
te"
nam 2010 41.2%; thi
chuySn hanh khach
n()i
dia 76%. Thi chuySn hang
hoa qu6c
te"
(chi tinh thu'ong 3,4) 28% va thi
chuySn hang hoa
n()i
dia 68%.
Chi tieu cha't lu'qng cua Vietnam Airlines la trd thanh m()t trong
so'
20 hang hang khong
du'qc
u'a
chu()ng nha't d Chau A cha't lu'qng tren
14

khong va da't. Trd thanh
m9t
trong
cac
doanh
nghit%p
c6 sue thu hut
cha't
xam
hang
C1
Vit%t
Nam
nho u'u the' ve hlnh
anh
cua
m()t nganh
cong
nght%
cao
hit%n
d;;ti,
ve
sl;t'
hung thu trong cong
vit%c,
thu cao,
6n
dinh, c6
cd

h9i
dao
va
phat
nghe
nghit%p.
12000000
10000000
8000000
6000000
4000000
2000000
0
2006
6,366,576
2,946,209
3,420,367
2
2007
7,087,810
3,302,316
3,785,494
3
4
5
2008 2009 2010
7,894,397
8,762,718 9,673,272
3,691,236
4,108,716

4,524,532
4,203,161
4,654,002
5,148,740
L
______
_
Tdc
d!J
tang
binh
qu{Jn
11%
I
*
ffinh
4.
Sd
d6
chi
tai cua
TCT
giai 2006-2010.
d/
I>inh huang
phat
TCT
hang
khong
Viet

Nam
de'n
nam
-
Cac
doanh
nghit%p
tai hang khong phcli
phat
phu hqp voi quy
phat
giao thong tai
CUa
ca
nu'OC,
n6i
ChUng,
VOi
chie'n
lu'QC
phat
thi tnl'ong
tcli
hang
khong voi chie'n htqc
phat
du lich va quy
phat
ke't ca'u
hang

khong n6i rieng.
-
Cac
doanh
nghit%p
tai
hang
khong
chuyen
mon
hoa theo cac
hlnh va thi tntong d9ng
bao
dam
nang
cao
hit%u
qua
va
nang
h;t'c
tranh,
hoan
thanh
tO't
nhit%m
V\l
san
Xtlfft
kinh doanh, da p ling nhu U

da
cua
thi tnl'ong va
dap
ling c6
hit%u
qua
tU'ng
mang
thi tn.tong.
15
-
Cac
doanh nghit$p tai hang khong quy ro rang
vS
cong
nght$
may bay giua hai dong cong
nght$
chfnh la My va Chau
Au
tren co
sCJ
Ia'y
an toan va
hit$u
qua
lam
ml,lc
tieu hang nang cao uy tin cha't

h.t<;lng,
huang
vao
ph1Jc
V\1
nhu khach hang m9t each t6t nha't.
Phat
cac doanh
nghit$p
tai hang khong theo huang tranh
tranh
tn;t'c
tie'p voi nhau, dam
bao
kha nang h6
tr<;l
I§:n
nhau
vS
thi
tru'ong, ky
t,
khai thac va tie'p thi tranh c6
hit$u
qua voi cac
hang hang khong nuoc ngoai,
bao
dam
kha nang phat
vs

Iau dai
cua tung
doanh
nghit$p
tai hang khong ke't
h<;lp
voi
vit$c
u'u tien
phat
Vietnam Airlines nhlim som thu hyp khoang each voi cac
hang hang khong tien tie'n
trong khu
vl;t'c.
000
16
CHUONG2
XA
y DljNG CHIEN Lu'(1C MARKETING HON H(1P
,:J A ' A A
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,
TONG CONG
TY
HANG KHONG NAM DEN NAM
2010.
2.1/
Phan
tich cac
ye'u

to' cua chie'n
h.iqc
Marketing h6n hqp
T6ng cong ty Khong Nam.
San phffm hang khong la
mqt
san phffm dich vv. Cac ye'u t6 cua Marketing
h6n
h<;lp,
nhin chung, g6m: san phffm; gia; phan ph6i va xuc tie'n phat san
phffm.
Tuy nhien, d6i voi Marketing dich vv hang khong, theo toi, cfin
b6
sung
them hai ye'u t6 nua
lacon
nguoi va dich vv khach hang ( Xem hlnh 5).
\
Marketing
hOn
h1!p
t1.1i
TCT
HKVN
\
v
Hinh
5.
Cac ye'u to' cua Marketing h6n hqp T6ng Cong Ty HKVN.
Sau day, chung toi xin phan tich cac ye'u t6

C\1
tren.
2.1.1/
San
phffm dich vu van tai hang khong:
17
Tuy g6c d9
quan
sat,
c6
th€
phan
san
phcfn dich
Vl;l
tai
hang khong
ra theo
nhieu
each
khac
nhau.
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th€
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a/
Theo tdng
thi
sdn phdm: C6
san

phcfm c6t loi
va
san
phcfm
phl;l.
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phcfm dich
V\1
c6
th€
coi nhu'
m9t
nguyen
tit vdi
m9t
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d trung
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va
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xung quanh
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Nhan
d
day
chinh
la
san

plicfm c6t loi
va
tit
la
cac
san
phcfm h6
tn;1
bao
quanh.
Tren
tht;(c
te' dS di chuySn
tu
m9t
ndi A de'n
m9t
ndi B,
m9t
hanh
khach
da
co
ve
phai
tht;(c
t6i thiSu qua
b6n
cong
•!•

Trude tien, phili
c6
san
bay
ba't
cu
phu'dng
hay
hlnh
thuc nao;
•!•
Thu
hai
la,
phai
lam
thu
tl;IC
checking
san
bay;
•!•
Thu
ba
la,
du'QC
du'a
tU
san
bay

ra
may
bay
phu'dng du'ong 6ng
hay
xe;
•!•
Thu
tu'
la,
du<;1c
chuySn va
phl;lc
V\1
tren
chuye"n
bay
dS
de"n
ndi;
Tu
d6, cho tha' y (X
em
hlnh 6)
San
phcfm dich
V\1
t da't
San
phcfm

phl;lc
V\1
r-f 1
tren
tau
bay
San
phcfm
tie"p
n6i
hanh
trlnh
Hlnh 6.
Cac
thanh phan cua san phdm dich
V\1
86
GIAO
Dl,JC
VA
EJAO
Tft,.O
TRUC)NG
DH
KINH
TE
TP.HCM
THUVI:¢N
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