MỘT SỐ GIẢI PHÁP NHẰM HOÀN THIỆN CHIẾN LƯỢC MARKETING CỦA VIETNAM AIRLINES GIAI ĐOẠN 2005-2010

BQ
GIAO Dl)C v A DAO
T~O
TRUONG
D~I
HOC KINH
TE
TP.
HO
CHi
MINH
HOANG
DUC
HUAN
"
, !
? ,
~
' "
MOT
SO
GIAI
PHAP
NHAM HOAN
THI~N
K ?
CHIEN
Lu'(1C MARKETING CUA VIETNAM AIRLINES
GIAI
DO~N
2005-2010

' ?
Chuyen
nganh
: QUAN
TRl
KINH
DOANH
Mas6
: 5.02.05
LU!N
VAN
TH~C
SI
KINH
T:it
TP.
HO
CHi
MINH NAM 2004
11
LOICAMDOAN
Toi
xin cam doan day
Ia
cong trlnh nghien
cli'u
cua rieng
tOi.
Cac
s61i~u,

ke't
qua
neu
trong
1u~n
van
Ia
trung thljc va chu'a
tll'ng
du'<;jc
ai cong
b6
trong bgt ky
cong
trlnh nao khac.
TP.
H6
Chi Minh, ngay
01
thang 10
nam
2004
Ngttoi vie't
HOANG
DUC
HUAN
111
Ml}C
Ll}C
Trang

' ?
~
LOI
MO
E>AU
"
"'
?
~
' '
CHU'ONG
1:
LY
LUAN
CO
BAN
VE MARKETING VA MARKETING HANG
KHONG 1
1.1
KHAI
QUAT
VE MARKETING 1
111
Kh
~'
'A
/II k • 1
. .
a1
ni¥m

ve
mar
eting

1.1.2 Marketing trong kinh doanh dich
VlJ.
v~n
t~li
hang
khong 2
1.1.2.1 Marketing hang khong 2
1.1.2.2
Vai
tro
cua
marketing 2
1.2
MOl
TRUONG MARKETING TRONG KINH DOANH DJCH VlJ
VAN
? ' A
TAl
HANG
KHONG 3
1.2.1
Moi
truong vi m6 3
1.2.1.1
Moi
truong kinh

t€
3
1.2.1.2
Moi
truong chinh tri 4
1.2.1.3
Moi
trltong cong
nght%
va khoa
hQC
ky
thu~t
4
1.2.1.4
Moi
truong
tl,l'
nhien
4
1.2.2
Moi
truong vi mo 5
1.2.2.1
Khach
hang
5
1.1.1.1
Nha
cung ung

5
1.2.2.2
E>6i
thu
CC;tnh
tranh 5
1.2.2.3
T6
chuc tai chinh-tin
d1,1ng
5
1.3
PHAN
KHUC THJ TRUONG
vAN
TAI
HANG
KHONG 6
1.3.1
Thi truong
v~n
tai
hanh
khach 6
1.3.2
Thi truong
v~n
tai
hang

h6a
6
IV
~
X X ,.
,
K ~
,
? ' ,
1.4
CAC YEU TO TAC
E>QNG
BEN
NHU CAU VAN TAI HANG KHONG 7
1.4.1
Thunh~p
7
1.4.2
~oang
each
di
l~i
. ······· 8
1 4
3 C
,
,('
,('
d' h
bA

h
b,('
~
h'
h tri' . h ' 9
. .
ac
yeu
to
lC
~n
,
at
on c m
·'an
mn -an toan .
U'
' u
~
A ? ' A
1.5
D.
BAO M C CAU VAN TAI HANG KHONG 9
K
,
?
1.6
CHIEN
LU'<)C
MARKETING TRONG KING DOANH DJCH

VTJ
VAN TAI
HANG
KHONG
10
" ? '
1.7
MARKETING-MIX TRONG KINH DOANH DJCH
Vl)
VAN TAI HANG
KHONG10
1 7
1
S
?
h~
' d' h A
t?
0
h'
khA
11
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an
p
am
va
lC
V\1
v~n

a1
ang ong .
1 7 2 G
'
, ? ?
h~
A
t?
0
h'
khA
11
. . I a ca san p am
v~n
a1
ang ong

173
Ph
A
h,(''
?
h~
'd'
h A
t?•
h'
khA
12
. .

an
p
01
san p
am
va
lC
V\1
v~n
a1
ang ong

174
Q
?
, t',(' th' , t',(' thu'd .
13
. . uang cao
1ep
l, xuc 1en ng
m~I


TOM
TAT
CHU'ONG 1
14
CHU'ONG
2:
PHAN TICH v A

BANH
GIA HOAT
BONG
MARKETING
,
? ' , ?
TRONG KINH DOANH DJCH
Vl)
VAN TAI HANG KHONG CUA VIETNAM
AIRLINES
15
~
~
,
?
2.1
TONG QUAN VE HOAT
BQNG
CU A VIETNAM AIRLINES
15
2.2
PHAN
TICH
MOl
TRUONG MARKETING CUA VIETNAM AIRLINES
17
2.2.1
Moi tru'ong vi mo
17
2.2.1.1

Moi
tru'ong kinh te'-chinh tri
17
2.2.1.2 Cong
ngh~
va khoa
hQC
ky
thu~t

23
2.2.1.3
Bi~u
ki~n
tlJ'
nhit~n
24
2.2.2 Moi tru'ong vi
mo

25
2.2.2.1 Khach hang
25
2.2.2.2 Nha cung ling 27
v
2.2.2.3
DO'i
thu
cc:tnh
tranh 29

2.2.2.4
T6 chll'c
t~Li
chinh-tin
dl;lng
32
A-'
' '
, _
? '
2.3
PHAN
TICH TINH HINH KINH DOANH
D~CH
VlJ
VAN
TAl
HANG
KHONG
CUA
VIETNAM AIRLINES TRONG
THCH
GIAN
QUA
33
.1' / A ?
2.4
DANH
GIA
HOAT

DQNG
MARKETING
CUA
VIETNAM AIRLINES 36
2 4 1
D
/
h . /
,
t / h' "
.~
d
K'·
th? h h 36
. .
an
g1a
cong
ac
ng 1en
cuu
01
u
q.n
tran .
2.4.2
Danh
gia cong tac nghien cll'u khach
h~mg
37

2.4.3
Danh
gia
h~
thO'ng
marketing mix 37
2.4.3.1
San
phifm va dich
Vl;l
37
:2.4.3.2 Chinh sach gia 38
2.4.3.3
H~
thO'ng
phan
phO'i
39
2.4.3.4
Hoc:tt
d<)ng
quang
cao
tie"p
thi, xuc
tie"n
thuong
mc:ti
.40
2.5

NHUNG
THUAN
LQI
VA
KH6
KHAN TRONG
HOAT
DQNG
?
MARKETING
CUA
VIETNAM AIRLINES .41
TOM
TAT
CHUONG 2 43
CHUONG 3:
MQT
SO
GL.\I PHAP
NHAM
HOAN
THI~N
CHIEN
LUQC
?
MARKETING
CUA
VIETNAM AIRLINES TRONG KINH
DOANH
DlCH

VlJ
A ?
'-
A
VAN
TAl
HANG
KHONG GIAI
DOAN
2005-2010 .44
y"f
v
(J'
-:! " T
"f
?
_,
3.1
NHuNG
CAN
C
DE
XA Y Dl:JNG GIAI PHAP 44
3
1 1 D
b
/
;:,
h' '
,

? •
h'
kh" 44
. .
1!
ao
ve t l truong
vc:tn
ta1
ang
ong
.
312M
t
.,
h"tt·-:? •
v·
t
A'
I' 46
. .
\IC
1eu p a
nen
cua
1e
nam
1r
1nes .
" ?

.tl'
~
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,_:'
3.2
CAC
GIAI
PHAP
NHAM
HOAN
THI~N
CHIEN
LUQC
MARKETING
?
CUA VIETNAM AIRLINES GIAI
DOAN
2005-2010 .48
3.2.1
Hoan
thi~n
chie"n
luqc marketing-mix .48
3.2.1.1
Nang
cao
cha"t
luqng
san
phifm va dich

Vt;l
.48
3.2.1.2
Cai
tie"n
h~
thO'ng
phan
phO'i
.49
VI
3 .2.1.3
Ba
d~ng
h6
a gia
cu'oc
, 50
3.2.1.4 Tang cu'ong cac
ho~t
d()ng
qmlng cao,
XUC
tie'n
thU'dng
m~i

51
3.2.2 T6 chuc thu
th~p

thong tin 52
3.2.3
Bffy
m~nh
hqp tac giua nganh Hang khong va nganh Du
1ich
52
3.2.4
Tang cuong lien minh, lien
ke"t

53
3.2.5 Phat tri€n d6ng
b9
thi truong
.,
54
3
2
6
N
"
v
1lf
h " hll
dK
. ? h'
h~
55
. . ang cao nang . c c uyen c u e

g1am
c 1 p
!.

.
3
2
7
H
' th'" b"
~
tK
h•?
'
l<
h" 1
55
. . oan
I~n
Q may o c
uc
va nguon n
an
lfc


3
2
8
H

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d" •
t'
b ' d
Jl
"t
h,.(t
k-
th
"t 56
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~~
oa
QI
au ay va c
su
v~
c a y
u~


3.3
NHUNG KIEN NGHJ " "

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""""

""
57
3
.3.1
Kie'n nghi voi nha nuoc 57
3
3
2
Ki
,.(
h'
A'
b"
' h 1'" 59
. .
en
ng l
Vui
Q ngan
1en
quan .
TOM TAT CHUONG 3 ""
"""

""""

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"
59
KETLUAN

' " ?
TAILI~UTHAMKHAO
PHlJ LlJC
vii
DANH Ml)C CAC KY HI}tU, CAC CHU VIET TAT
AAPA
Association
of
Asian-Pacific Airlines
Hi~p
h()i
Hang
khong
chau
A-Thai
Blnh
Du'dng
HKDDVN
Hang
khong
dan
dvng
Vi~t
Nam
lATA
International Airlines Transport Association
Hi~p
h()i
V~n
tai

hang
khong
qu6c
te'
ICAO
International Civil Aviation Organization
T6
chuc
Hang
khong
dan
dvng
qu6c
te'
RPKs
Revenue
Passenger-
Kilometers
San
ht<;1ng
v~n
chuyen
hanh
khach
theo
km
SARS
Severe
Acute
Respiratory

Syndrome
H()i
chung
viem
du'ong ho hffp cffp
VASCO
Vietnam
Air
Service
Company
Cong
ty Dich vv
bay
Vi~t
Nam
WTO
World
Travel
Organization
T6
chuc
Du
lich the' gioi
V111
, ?
DANH Ml)C
CAC
BANG
Trang
B

? 2 1
M'
v t ,.,Jl GDP ?
"t
K
~
ki
h
t.K
18
ang . :
uc
tang ruvng cua
mQ
so nen n e .
Bang
2.
2:
Lu'qng khach du
:ijch
to~tn
cftu
19
Bang
2.
3:
Ho;;tt
d9ng cua nganh Hang khong the' gioi giai do;;tn1994-2004
21
Bing

2.
4: So sanh
to'c
d9 tang tntdng GDP va tang tru'dng cua nganh 22
Bang
2.
5:
Co
ca'u m\lc dich chuye'n di theo
quo'c
tich 27
Bang
2.
6:
So'li~u
v~n chuy~n
hanh khach cua cac hang
nam
2003 30
Bang
2.
7:
So'li~u
v~n
chuy~n
hanh khach cua Vietnam Airlines 1999-2003 34
Bang
2.
8:
San

1uqng
v~n
chuy~n
hang h6a cua Vietnam Airlines 1999-2003 34
Bang
2.
9:
Danh
gia cua hanh khach
v~
dich
V\l
cua Vietnam Airlines 38
Bang
3.
1:
D\l'
bao thi tru'ong
v~n
tai hang h6a
Vi~t
Nam giai
do;;tn
2005-2010

.45
lX
DANHMVCCACHINHVE
Trang
Hlnh

1.
1:
Cffu
co gian thea thu
nh~p
cua
khach di thea
ml,IC
dich nghi ngdi 7
Hlnh
1.
2:
Cffu
khong co gian thea gia
cua
khach di
thea
mvc dich cong
VlJ.
8
Hlnh
1.
3: Anh
hu<Jng
cua
khoang
each
de'n quye't dinh
h,ra
ch<;>n

phuong
ti~n
s
Hlnh
2.
1:
Co cffu ngu6n thong tin cung
cffp
cho
h~mh
khach 40
Hlnh
3.
1:
Dl,l'
bao
thi tntong
v~n
tai
h~tnh
khach
Vi~t
Nam
2005-2010 45
Hlnh
3.
2:
M1,1c
tieu doanh thu
cua

Vietnam Airlines giai
do(;ln
2005-2010
46
Hlnh
3.
3:
M1,1c
tieu
v~n
chuy~n
h~tnh
khach
cua
Vietnam Airlines 2005-2010 47
X
? ~
MODAU
1.
Tinh
ca'p
thie't cua
d~
tai
Voi
xu the'
to~m
cffu
hoa
n~n

kinh te' the' gioi, quan
h~
giii'a
Vi~t
Nam
va cac
quO'c
gia du'qc
md
r<)ng
se
thuc
d~y
cac
quan
h~
kinh te' nhu' thu'ong
m~ti,
dffu
tu',
du lich

phat
triSn theo, ta't ye'u dftn de'n tang nhu cffu
v~n
chuySn giii'a cac
quO'c
gia
voi
nhau.

Ben
C(;lnh
d6, hang
lo(;lt
cac
hi~p
dinh thu'ong
m(;li
va
cac
hi~p
dinh
hang khong giii'a
CaC
quO'c
gia
du'QC
ky ke't
Se
t(;lO
di~U ki~n
thu~n
lqi cho linh
Vl,l'C
kinh doanh dich
Vl)
v~n
t:H
hang khong giii'a
cac

quO'c
gia
phat
triSn.
Trong 10
nam
trd
l(;li
day, thi tru'ong
v~n
tli
hang
khong di6n bie'n ra't phuc
t(;lp.
Nhii'ng kh6
khan
tu
cu<)c
khung hoang kinh
te'-
tai chinh trong khu
vl,l'c
giai
do(;ln
1997-1998;
cu<)c
chie'n
t(;li
Ap-ga-nit-xtan;
sl,l'

ki~n
ngay 11/09/2001
t(;li
My;
CUQC
chie'n tranh giii'a My va
I-r~c,
cac
Sl,l'
ki~n
khung
bO'
di6n ra
lien
t'l)C
t(;li
nhi~u
nu'oc va con
d(;li
dich
viem
du'ong ho ha'p ca'p SARS
nam
2003;
gffn
day
nha't
1a
di~h
cum

gia cffm d
chau
Ava
con s6t gia
nhien
li~u
tren
the' gioi da anh
hu'dng Ion toi thi tru'ong
v~n
tai
hang
khong.
Ben
c(;lnh
d6, xu huang ngay
cang
c6
nhi~u
hang hang
khong chi phi tha'p ra
doi va tham gia
vao
thi tru'ong
v~n
tai hang khong tren the' gioi,
lam
cho mo hlnh
kinh doanh
v~n

tcli
hang
khong ngay
cang
them
phong phil va
da
d(;lng,
d6ng thoi
cfing
lam
tang
them
ap
ll,fc
C(;lnh
tranh d6i
VOi
cac
hang
hang
khong.
DS t6n
t(;li
va
phat
tri~n
tru'oc tlnh hlnh bie'n
d<)ng
va

C(;lnh
tranh gay
g~t
tren
thi truong,
Vietnam Airlines cffn phai c6
nhi~u
giiii pha p
d~
tang cu'ong kha nang
C(;lnh
tranh
cua
mlnh. Trong d6, giai
phap
marketing c6 vai tro ra't quan
trQng
trong
vi~c
xay
dl,l'ng
m<)t
hang
hang
khong thanh cong tren thu'ong tru'ong. C6
nhi~u
nhan
t6
dftn de'n thanh cong, theo ngu'oi vie't, nhan
t6

quan trQng nha't dftn
xi
de'n
sl;l'
th~mh
cong
cua
m<?t
hang hang khong la
m<?t
hang
hang khong hu'ong
marketing (marketing-oriented airlines).
Marketing
hang khong la linh
vl;l'c
da
c6
nhi~u
cong trlnh nghien
cU'u,
nhu'ng
nay ngu'oi vie't nghien
cU'u,
danh gia
l:;li
va
b6
sung nhil'ng
di~u

moi.
Xua't
phat
til'
nhil'ng ly do
neu
tren, ngu'oi vie't da
ch<;>n
d~
tai
"M()t s6 ghii
phap
nhllm hoim
thi~n
chie'n hif!c
marketing
cua
Vietnam Airlines giai
do~n
2005-2010 ".
2.
Mt;~c
dich nghien cull
V~n
d1,1ng
cac
va'n
d~
ly
lu~n

v~
xay
dl;tng
chie'n
lu'<;tc,
ly thuye't marketing,
til'
d6 di
sau
phan
tich va danh gia
ho:;tt
d<)ng
marketing trong linh
vl;l'c
kinh doanh
v?n
t:H
hang khong
cua
Vietnam Airlines.
Tren
cd
sd
ly lu?n va
thl;l'c
ti6n,
lu~n
van
d~

xua't
m<?t
sfS
ghli
phap
nh~m
hoan
thi~n
chie'n
lu'<;tc
marketing
cua
Vietnam Airlines.
3. D6i
tti«;fng
va
ph~m
vi
nghien cull
D6i
tu'~ng
nghien
cU'u:
lu?n
van
t~p
trung nghien
cU'u
phan
tich

ho:;tt
d<)ng
marketing trong linh
Vl;l'C
kinh doanh dich
Vl,l
v?n
tai
hang
khong
cua
Vietnam
Airlines
rna chu ye'u
Ia
v?n tai hanh khach.
Ph:;tm
vi nghien
cU'u:
lu~n
van chi di
sau
nghien
cU'u
phan tich thi tru'ong v?n
tai hang khong
nQi
dia va thi tru'ong
v~n
tai hang khong qu6c te', thlfc

tr:;tng
mQt
s6
ho:;tt
d<)ng
marketing lien quan trlfc tie'p de'n linh vlfc kinh doanh
v~n
tai hang
khong va
cac
giai phap
v~
marketing
cua
Vietnam Airlines.
4. Phuong
phap
nghien cull
D~
nghien
cU'u
d~
tai, ngu'oi vie't da
sli'
d1,1ng
cac
ly thuye't
v~
marketing,
cac

phu'dng
phap
th6ng
ke,
so sanh,
dl;t
bao
va phan tich
d~
khai
quat
d5i
tu'<;fng
nghien
cU'u,
danh
gia rut ra ke't lu?n va
du'a
ra
cac
giai phap marketing
d~
ap
xii
dl,lng
vao
thl!c
ti~n
cho phu
h<Jp

vdi
tinh cha't
va
d~c
thu
cua
vi~c
kinh
doanh
dich
v1,1
v?n
tai
hang
khong.
Qua
trlnh
nghien
cuu
d~
tai,
nguoi
vi~t
co
sii'
d1;mg
cac
ngu6n
s6
li~u

cua
trong
cac
ban bao
cao
cua
T6ng
Cl)c
Du
lich,
T6ng
Cl)c
Th6ng
ke,
Cl)c
Hang
khong
dan
dl)ng,
T6ng
Cong
ty
Hang
khong
Vi~t
Nam,
tai
li~u
nghien
cuu

cua
cac
tac
gia
trong
va
ngoai
nude
va
m9t
s6
tu'
li~u
thu
th?p
du'<Jc
cua
chinh ngu'oi
vi~t.
5.
K~t
diu
lu(ln van
Lu?n
van
co
kh6i
lu'<Jng
92
trang

danh
may,
10
bang
va
7 hlnh
ve.
Ngoai
phffn
md
dffu, phffn
k~t
lu~n,
tai
li~u
tham
khao
va phl) ll)c,
n9i
dung
chu
y~u
cua
lu~n
van
du'<Jc
trlnh
bay
trong 3 chu'dng chinh sau:
CHu'dNG

1:
LY
LUAN
co
BAN
VE
MARKETING
vA
MARKETING
HANG
KHONG
CHUONG
2:
PHAN
TfCH
v A
DANH
GIA
HOAT
DONG
MARKETING
, ,
? '
,
?
TRONG
KINH
DOANH
DJCH
VlJ

VAN
TAl
HANG
KHONG
CUA
VIETNAM
AIRLINES
cHuaNG
3:
MOT
s6
GrAr
PHAP
NHAM
HoAN
THreN
cHIEN
Lu'Oc
?
MARKETING
CUA
VIETNAM
AIRLINES
TRONG
KINH
DOANH
DJCH
Vl,J
,._
? ' A

VAN
TAl
HANG
KHONG
GIAI
DOAN
2005-2010
Xin
chan
thanh
cam
dn TS. Du'dng Ta'n
Di~p,
ngu'oi
t~n
tlnh
hudng
dfin
nguoi
vi~t
hoan
thanh
lu?n
van
nay.
Cling xin
cam
dn
cac
Thfty,

Cod
Truong
Dc_li
Kinh
T~
Thanh
ph6
H6
Chi Minh,
cung
Ban
lanh
dc_lo
T6ng
Cong
ty
Hang
khong
Vi~t
Nam,
cac
chuyen
gia
va
cac
bc_ln
d6ng
nghi~p
trong
nganh

Hang
khong
da
nhi~t
tlnh
hudng
dfin,
dong
gop
y
ki~n,
cung
ca'p
tai
li~u
cho
nguoi
vi~t
thl!c
hi~n
d~
1
-'
A ?
~
'
CHUONG
1:
LY
LU~N

CO
BAN VE MARKETING VA MARKETING
HANGKHONG
V~
m~t
thlfc
ti~n.
vi~c
nghien cuu cac ly thuye't
v~
marketing va marketing
trong
IInh vlfc kinh doanh dich
V\1
v~n
tai hang khong se giup cho cac hang hang
khong
c6
cd
sd khoa h9c trong
vi~c
phat triSn kinh doanh.
Na:m
vung
cac
va"n
d~
cd
ban cua
hol;lt

d<)ng
marketing con giup cho cac hang hang khong phan tich,
danh gia m9t each d§y du va thlfc slf khach
quan
v~
hol;lt
d9ng marketing
hi~n
c6,
tu
d6 rut ra nguyen nhan cua nhung ye'u kern va nhan to' cua nhung
m~t
ffil;lnh
trong
hol;lt
d<)ng
marketing dS
d~
ra
nhung giai phap phu hqp
nh~m
hoan
thi~n
chie'n lu'qc marketing cua mlnh.
Trong chu'dng nay se trlnh bay m9t
so'
va"n
d~
ly
lu~n

v~
marketing va
marketing hang khong: khai
ni~m.
vai tro va moi tnl'ong
hol;lt
d<)ng
cua
marketing, phan khuc thi tru'ong
v~n
tai hang khong, cac ye'u
to'
anh hu'dng de'n
nhu c§u
v~n
tai
hang khong,
dlf
bao
nhu c§u
v~n
tai hang khong, chie'n
lu'qc
martketing va
h~
th6ng marketing-mix.
1.1
KHAI QUAT VE MARKETING
1.1.1
Khai

ni~m
v~
marketing
Marketing Ia
m<)t
hol;lt
d9ng
ra"t
quan tr9ng va c§n thie't trong qua trlnh quan
tri
doanh
nghi~p.
Trong
nhi~u
tlnh the', tac
dl:lng
cua
hol;lt
d<)ng
nay quye't djnh de'n
k~t
qua
cua
hanh vi mua cua khach hang.
Theo dinh nghia cua U .K Chartered Institute
of
Marketing: "Marketing
Ia
qua
trlnh quan tri

nh~m
nh~n
bie't, dlf doan va thoa man nhu c§u cua khach hang m9t
each
c6
hi~u
qua va c6 lqi".
Theo dinh nghia cua Philip Kotler: "Marketing Ia m9t
h~
tho'ng cac
hol;lt
d<)ng
kinh doanh thie't ke' dS
hol;lch
dinh, dinh gia, xuc tie'n va phan ph6i nhung san
2
phgm dich vv thoa
man
mong mu6n
cua
nhii'ng thi tntong mvc
tieu
nhttm
d<,tt
du'QC
nhii'ng mvc tieu
CUa
t6
chuc".
Til'

cac
dinh nghia tren, chung ta c6
th~
rut
ra
ke't
lu~n
rttng:
Bi
quye't thanh
cong
trong Marketing Ia kha
nang
nh~n
ra va thoa
man
nhii'ng
yeu
cftu, mong
mu6n
cua
khach hang.
V~n
tai
hang
khong
Ia
m()t nganh dich vv
nen
khai

ni<%m
marketing c6 nhii'ng
d~c
tntng rieng.
1.1.2
Marketing
trong
kinh doanh dlch vq
v~n
tai
hang
khong
1.1.2.1
Marketing
hang
khong
Marketing trong kinh doanh dich vv
v~n
tai
hang
khong la qua trlnh
quan
tq
nhttm
nh~n
bie't, dlf doan va thoa
man
nhu cftu
v~n
chuy~n

bttng phll'dng
ti<%n
hang khong
cua
khach
hang
m()t each c6
hi<%u
qua
va
c6 lqi.
Nhu
v~y,
d~
hi~u
th\l'c
cha"t
marketing trong kinh
do~nh
dich vv
v~n
tai
hang
khong, ta cftn
xem
xet
nhii'ng ye'u
tO'
sau day:
- Nhu cftu

v~n chuy~n
bttng duong
hang
khong la nhu cftu
cua
ca nhan hay t6
chuc
v~
vi<%c
dich
chuy~n
nguoi va hang h6a
tu
ndi
nay
de'n ndi khac,
tu
qu6c
gia
nay
de'n qu6c gia khac bttng
phU'dng
ti<%n
may
bay.
-
Slf thoa
man
nhu cftu
v~n

tai
hang
khong
bi~u
hi<%n
qua
v~n
chuy~n
nhanh, an
toan bttng nhii'ng dich vv
hoan
hao.
- Khach hang: Ia
dO'i
tU'qng
cftn
dap
ling nhu cftu
v~n
tai
hang
khong.
BO'i
tll'qng
cua
marketing trong
v~n
tai
hanh
khach la hanh khach, trong khi d6

dO'i
tU'qng
cua marketing trong
v~n
tai
hang
h6a
Ia
cac
d<;ti
ly
v~n
chuy~n
ho~c
khach
hang
Ie.
1.1.2.2 · Vai
tro
ciia
marketing
Cfing
nhU'
cac
nganh kinh doanh khac, Marketing Ia m()t ye'u
tO'
tn,mg ye'u cua
ho<:tt
d()ng kinh doanh dich vv
v~n

tai
hang
khong. M()t
h6n
hqp marketing
hi<%u
3
qua se
CO
nhung dong gop quan trQng cho
Slf
th~mh
cong
cua
chie'n
ht<;jc
kinh
doanh,
tt;tO
Slf
khac
bi~t
cho
san
phffm
Va
dich
Vl,l
khong nhung
dap

ung
dliQC
nhu
cftu
v~n
chuy~n
cua
khach
hang
rna con
lam
khach
hang
cam
thffy
hai
long khi
sll'
d1,1ng
dich
V\1
v~n
chuy~n.
Ngoai ra,
M<?t
h6n hqp marketing
hi~u
qua
se
do'i

pho t6t cae thach thuc
cua
ct;tnh
tranh va
bao
dam
vi the'
ct;tnh
tranh
thu~n
lgi
tren
thi tntong.
1.2
MCH
TRUONG MARKETING TRONG KINH DOANH
DfCH
Vl)
V~N
? ' A
TAl
HANG KHONG
Cac
ye'u to'
moi
tntong co
anh
huC1ng
rfft
IOn

de'n
hot;tt
d<)ng
marketing.
Moi
tru'ong marketing trong kinh doanh dieh
Vl,l
V~n
tai
hang
khong
bao
g6m
moi
tru'ong vi mo va moi truong
vi mo. Moi tru'ong vi mo
Ia
nhung llfc lugng
C1
moi
tru'ong
r<)ng
IOn
hon, co anh
huC1ng
de'n
moi
tru'ong vi mo
nhu
cac ye'u

to'
kinh te',
chinh
tq,
cong
ngh~
va khoa h9c-ky
thu~t
va tlf nhien.
Moi
truong vi mo la nhung
h!c luqng eo
quan
h~
trlfc tie'p de'n
ban
than
cac
hang
hang
khong va nhung kha
nang
phl,lC
Vl,l
khach
hang
cua hang, nhung llfc luqng
nay
la
cac

khach hang, nha
cung ung, cong chung,
cac
t6 chile tai chinh
-tin
dl,lng
va
cac
do'i thu
ct;tnh
tranh.
1.2.1 Moi
trtiCing
vi mo
1.2.1.1 Moi
trn'ong
kinh
te'
V~n
tai
hang
khong
la
nganh rfft
nht;ty
cam
voi
Slf
bie'n
d<)ng

cua
cac
ye'u
to'
kinh t€.
Moi
tru'ong kinh
t€
g6m
nhi~u
ye'u
to'
tac
d<)ng
de'n sue mua
cua
nguoi
tieu dung.
Sue
mu&
eua nguoi tieu dung ngoai
vi~c
ph1,1
thu<)c
vao nhu cftu va gia
ca,
no
con
phl,l
thu<)c

rfft
nhi~u
vao tlnh hlnh kinh te', muc thu
nh~p,
nhu cftu tie't
ki~m
va
cac
di~u
ki~n
tai chinh - tin
d1,1ng.
Nghien cuu
cac
ye'u to' kinh te' tac
d<)ng
de'n sue mua cua nglioi tieu dung
se
giup cho
cac
hang hang
khong huang
cac
n6
llfc marketing
m<?t
each
hi~u
qua.
4

Gffn
day, quan
h~
giil'a tang tntdng GDP va tang tntdng v?n
tcli
hang khong
ngay
m9t
ch~t
che hdn
nen
t6c
d9 tang tntdng GDP c6
th~
du'<;1c
coila
m9t can
cu
tu'dng d6i vil'ng
ch~c
cho
t6c
d9 tang tru'dng v?n
t:H
hang khong.
Du
Jich cling Ia m9t trong nhil'ng linh vlfc c6 quan
h~
hil'u
cd

voi v?n tai hang
khong. Cac hang hang khong
ho~t
d9ng
t6t
la m9t ye'u t6 thie't ye'u khuye'n khfch
du
}ich
phat
tri~n
va
ngu'<;1c
l~i
du lich la ngu6n v?n
chuy~n
hang khong quan
trQng
nha't.
1.2.1.2 Moi trliong chinh tri
Ye'u t6 chinh
tri
c6 anh hu'dng ra't Ion toi kinh doanh v?n tai
hang
khong, slf
ba't 6n
chinh
tri
lam
cac nha
dffu

tu'
e
ng~i,
cac
ho~t
d9ng kinh te' se giam sut,
d~n
de'n nhu
cffu
v?n tai hang khong giam.
1.2.1.3 Moi trliong cong
ngh~
va
khoa
hQC
ky
thu~t
S\f
phat
tri~n
CUa
khoa
hQC
cong
ngh~
Se
lam
thay d6i
mQt
s6

ySu t6 trong v?n
tai hang khong nhu giam thai
gian v?n
chuy~n,
tang an
to
an, tang
so"
ghe' ng6i,

S\f
phat
tri~n
cua khoa
hQC
cong
ngh~
Se
t~O
ra nhil'ng
Cd
hQi
Va
thach thuc moi.
Do v?y, cac hang hang khong
cffn
chu y theo doi xu the'
ph<:H
tri~n
chu ch6t trong

khoa
hQc
ky thu?t
d~
tu
d6 c6
th~
lam
chu
du'<;1c
cong
ngh~
d~
tang
l<;1i
the'
c~nh
tranh vil'ng
ch~c.
1.2.1.4 Moi truong
tQ'
nhien
Trong v?n tai
hang
khong ye'u
tO'
tV
nhien anh hu'dng ra't Ion de'n cac quye't
dinh
marketing. Ye'u

tO'
dia ly anh hu'dng de'n quye't dinh
chQn
m~ng
bay, san
bay,

Ye'u t6 chi phi
dffu
vao
nhu'
nhien
li~u,
nhan cong, tac d9ng trlfc tie'p
lam
tang chi phi
ho~t
d9ng san xua't. Ye'u t6 thai tie't, khi
h?u
anh hu'dng de'n cac
ho~t
d9ng khai thac ke'
ho~ch
chuye'n bay,
h~
ca't canh,

1.2.2 Moi truong
vi
mo

1.2.2.1 Khach himg
5
Vi~c
nh~n
dC;tng
khach hang, thoa
man
cac
nhu
c~u
ciia khach
hang
la
ye'u
tO'
quye't djnh ciia
hoC;tt
d()ng marketing ciia
cac
hang
hang
khong.
Thi tn.tong
v~n
tai
hang
khong bao g6m thi tn.tong
v~n
tai
hanh

khach
va
thi
tntong
v~n
tai
hang
h6a. Trong do,
thi
tntong
v~n
tai
hanh
khach
Ia
thi tn.tong
quan trQng nha't ciia
cac
hang hang
khong.
1.1.1.1 Nha cung ung
Trong thi tntong
v~n
tai
hang
khong,
cac
nha cung ling bao g6m:
cac
nha

san
xua't d()ng co, phlf tung
may
bay,
cac
cong ty cung ling
nhien
li~u
may
bay,
cac
cong ty sii'a
chua
bao
du'ong
may
bay,
cac
cong ty cho thue
may
bay, ngu'oi
lai
va
thq ky
thu~t,
cac
cong ty cung ling
cac
djch
Vlf

khong btu, djch
V\1
sua't an, djch
Vlf
ky
thu~t
m~t
dfft v.v
Sl,l'
bie'n d()ng trong
moi
tru'ong nha cung ling c6
th~
anh
hu'dng ba't lqi de'n
hoC;tt
d()ng marketing ciia
cac
hang hang
khong.
1.2.2.2
Dol
tho
c~nh
tranh
E>O'i
thu
CC;tnh
tranh trong
v~n

tai
hang
khong
bao
g6m:
dO'i
thii
ClJ.nh
tranh trong
nganh va
dQ'i
thu
CC;tnh
tranh ngoai nganh.
f)Q'i
thu
CC;tnh
tranh trong nganh
Ja
cac
hang
hang
khong dang
ho(,l.t
d()ng,
cac
hang
hang
khong chuftn
bi

gia
nh~p
va
cac
hang
hang
khong
ti~m
tang.
E>O'i
thii
cC;tnh
tranh khac
nganh
la
cac
nha cung ling
nhung
san
phftm thay the'
nhu':
cac
phu'dng
ti~n
v~n
tai
m~t
da't, phu'dng
ti~n
v~n

tai
du'ong thiiy.
Nhan
dC;tng
va
phan
tich
dO'i
thii
CC;tnh
tranh
la
ra't
c~n
thie't cho
hoC;tt
d()ng marketing ciia
cac
hang hang
khong.
1.2.2.3
T<i
chuc tai chinh-tin
dl}ng
Cac
t6 chile tai chinh-tin dlfng bao g6m
ngan
hang,
cac
cong ty tin dlfng,

bao
hi~m
va
cac
cong ty h6
tr<J
d~u
tu'.
Nganh
Hang
khong
la
nganh doi hoi
vO'n
d~u
6
tu'
ra"t
Ion, vl
v~y
vi<$c
tang gia tin
dt;Ing
hay thu
h~p
kha
nang
ca"p
tin
dt,mg

c6
th~
anh hu'dng
de"n
hi<$u
qua
ho(;lt
d()ng marketing
cua
cac
hang
h~mg
khong.
1.3
PHAN KHUC THJ TRUONG
V!N
TAl
HANG KHONG
C6
ra"t
nhi€u
va"n
d€ cgn nghien cliu khi
phan
khuc thi tru'ong, rieng
d6i
voi
phan
khuc thi tru'ong
d~

xay
dl;t'ng
chie"n
lu'<;1c
marketing
cua
cac
hang hang
khong
thl
va"n
d€ chu
ye"u
cgn quan
tam
la
phan
lo(;li
thi tru'ong, xac dinh thi tru'ong
ml}c
tieu va dinh vi
san
phffm.
M8i
lo(;li
thi tru'ong d€u c6 nhung
d~c
di~m
khac nhau,
can

eli
vao
cac
d~c
di~m
d6,
cac
hang hang
khong c6
th~
phan
lo(;li
thi tru'ong nhu' sau:
1.3.1
Thf
tru'ong
v~n
bii hfmh
khach
Cac
phan
khuc
ml}C
tieu
chinh truy€n th6ng trong
v~n
tai
hanh
khach
cua

hgu
he't
cac
hang
hang
khong
ngay
nay
CO
th~
du'<;jc
XclC
dinh theo hai each
la
ml}C
dich chuye"n di va
hanh
trlnh
cua
chuye"n di:
- Theo
ml}c
dich chuye"n di c6
th~
phan
thanh: khach di theo
ml}c
dich cong
Vl}
ho~c

kinh doanh (Business Travel), khach di theo
ml}c
dich ngh! ngdi du Itch
(Leisure Travel), khach tham than
nhan
(Visiting friends and relatives) va
khach
lao d9ng,
hQc
t~p.
- Theo
hanh
trlnh di c6
th~
phan
thanh:
kh~ch
thu'dng quy€n 3-4, khach thu'dng
quy€n 5-6 (xem
phl}
ll}c
9).
1.3.2
Thf
tru'ong
v~n
tai hang boa
Thi tru'ong
v~n
tlli

hang
h6a
phl}
thu()c
ra"t
IOn
vao
thi tntong
v~n
tai
hanh
khach, tuy nhien thi tru'ong
v~n
tai
hang
h6a
cfing c6 tinh d9c
l~p
tu'dng d6i voi
thi tru'ong
v~n
tai
hanh
khach.
Phan
khuc thi tru'ong
v~n
tai
hang
h6a

cua
cac
hang
hang
khong c6
th~
phan
lo(;li
nhu' sau:
-
Can
eli vao nhu cgu
v~n chuy~n
hang
h6a
trong va
ngoai
nu'oc ta c6
th~
phan
thanh thi tru'ong
v~n
chuy~n
hang
h6a
qu6c
te"
va
hang
h6a

n9i
dia.
7
-
Can
cu
vao khu
vl;(c
dia ly c6 cac thi tntong sau: thi tntong chau Au,
B~c
My,
Dong
NamA,
Dong
B~c
A,
1.4
CAC
YEU TO TAC DQNG
DEN
NHU CAU
V~N
TAl
HANG KHONG
Nghien cuu cac ye'u
t6
anh hu'dng de'n nhu
cffu
v~n
tai hang khong se giup

cho
cac
hang hang
k.hong
hoqch dinh cac chie'n lu'qc marketing
hit$u
qua hdn.
1.4.1
Thu
nh~
p
D6i
voi khach di nghi ngdi du lich thl chi phi ve may bay khach phai
tt;(
thanh
toan (trich tu k.hoan thu
nh~p
ca nhan), vl
v~y,
khach di theo mvc dich nghi ngdi
du
lich c6
d9
nhqy
cam
rfft cao voi muc thu
nh~p
(xem hlnh 1.1). Ne'u
c6
slf gia

tang
v~
gia ve thl chuye'n di se
bi
xem xet lqi do thu
nh~p
da
bi
anh hu'dng bdi
st;(
gia tang
v~
gia ve. Khi muc thu
nh~p
tang len thl xu hu'ong di du lich
se
tang.
Muc
thu
nh~p
la nhan
t6
quye't dinh trong
vit$c
ll;fa
chQn
v~n
chuy~n
b~ng
du'ong

hang khong
cua
khach di theo mvc dich nghi ngdi.
Hlnh
1.
1:
Cffu
co gian theo thu
nh~p
cua khach di theo mvc dich nghi ngdi
income
levels
of
travel
consumers
elastic
demand

demand
for
air
travel
Khac voi k.hach di theo mvc dich nghi ngdi du lich, khach di theo mvc dich
cong vv nhqy cam rfft
it
voi
sl;(
tang gia ve vl
ti~n
ve do cong ty thanh toan

(khong trich til thu
nh~p
ca nhan), ne'u c6
sl;f
gia tang
v~
gia thl chuye'n di
v~n
tht;(c
hi<$n
(xem hlnh 1.2). Qua qua trlnh nghien cuu cua
cac
hang
hang
khong thl
gia khong phai la nhan
t6
quye't dinh trong
vi<$c
llfa ch9n
v~n
chuy~n
b~ng
du'ong
hang khong cua khach
di theo mvc dich cong vv. Gia chi chie'm vi tri
thffp
trong
8
danh

sach
h;ta
chQn
ltu
tien
cua
khach:
1.
tffn sua't
bay
cao;
2.
thoi gian
bay
thich
h<Jp;
3.
dung
giO;
4. ch6 tr6ng
nhi~u;
5.
d~
d~mg
huy
va
d~t
ch6; 6. gia; 7. khong
ph~t
khi

mua
ve
r6i rna khong di.
Hlnh 1.
2:
Cffu khong co gian theo gia
cua
khach
di theo
mvc
dich cong
V\1
price
of
air
tmvel
demand
for
air
tm
vel
1.4.2
Khoang each
di
l~i
Xu
hu'ong
h;ta
chQn phu'dng
tic%n

di
l~i
cua
khach du'qc minh
hQa
CJ
hlnh 1.3. Xu
hu'dng
chuy~n
d6i
nhu cffu ra't nhanh tu oto,
xe
lti'a sang
may
bay,
d6ng
thoi voi
xu hu'ong
chuy~n
d6i theo hu'ong
tang
nhanh khi
khoang
each
di
l~i
tren
1000 km.
Voi
khoa11:g

each
di
l~i
dttoi 500 km, xu hu'ong
sti'
dvng oto ke' de'n
Ia
xe
lti'a trong
vi~c
di
l~i
se
du'QC
u'a
chu9ng nha't.
Di
l~i
brtng
oto
c6 xu hu'ong
cang
giam
m~nh
khi
khoang
each
di
chuy~n
cang

tang.
Ngu'QC
l~i,
di
l~i
brtng
may
bay
c6
xu
httdng
tang
khi khoang
each
di
chuy~n
cang
tang.
Xu
hu'ong
nay
Ia
khach
quan
va ta't ye'u, phu
hqp
voi xu hu'ong
tac
d9ng
tu

ye'u t6 tt! nhien.
mnh
1.
3:
Anh
httC1ng
cua
khoang
each
de'n quye't dinh ltfa
ch
9
n phttdng
tic%n
Ty
1~
h.h:kh
(%}
100 Oooo
0
ROOH

OOOoooOOOH0000000000o''"'''"
lii:ho:i
ng
cadl
(kw
l
9
Nhu

cffu
v~n
chuy€n se giam khi khoang each tang. Tuy nhien,
voi
thoi gian
v~n
chuy€n nhanh se la gia tang nhu cffu di
Ic,li.
v oi m9t gia ca
b~ng
nhau
gifi'a
cac
phu'dng
ti~n
v~n
tai
thl khach
se
chQn
phu'dng
ti~n
di
lt;ti
nhanh
nha"t.
1.4.3
Cac
ye'u
tO'

djch
b~nh,
ba't
6n
chinh
trj,
an
ninh-an
toan
Tinh hlnh
moi
tntong kinh doanh
c6
nhi€u
bie"n
d<)ng
phuc
tt;tp
se
anh
hu'dng
de"n
cac
hot;t.t
d9ng kinh doanh
cua
cac
hang hang
khong. Dich
b~nh

SARS, dich
cum
gia cffm, tlnh
trt;tng
ma"t
an
ninh an toan, Ia
cac
nhan
tO'
anh
hu'dng
mt;tnh
de"n
hot;tt
d9ng
cua
cac
hang
hang
khong,
gay
tam
ly
ba"t
6n
cho
khach
hang,
nhfi'ng

ba"t
6n
nay
se
lam
suy giam
mt;tnh
nhu cffu
v~n
tai
hang
khong.
1.5 Dl} BAO
MDC
CAU
V~N
TAl
HANG KHONG
Ba't
eli'
m9t
hang
hang
khong
nao
muO'n
thttc
hi~n
thanh
cong

cac
chie"n
luqc
marketing
cua
mlnh d€u cffn phai dlf
bao
cffu
v~n
t:li
hang
khong. Dtt
bao
cffu
v~n
tai
hang
khong
nh~m
thoa
man
kha
nang
cung ling,
tO'i
uu
h6a
mt;tng
bay, h6
trq

cong tac marketing va
quan
ly doanh thu. Cong
tac
dtt
bao
cffu bao g6m:
- Do
luang
cffu:
cac
chi
tieu
do
luang
cffu g6m:
sO'
khach di
lt;t.i,
sO'
hanh
khach-
km,
sO'
ta"n
hang
h6a-km. Trong d6, cffn phai nghien cuu c6 bao
nhieu
phffn
tram

dan
s5
di
lt;ti
b~ng
may
bay
m9t
lffn,
s5
phffn
tram
dan
s5
gia
nh~p h~ng
nam
vao
lttc luqng di
lt;ti
b~ng
may
bay. Ngoai ra cffn phai nghien cuu xu
hu'ong di
lt;ti
b~ng
may
bay nhu'
s5
lu'qng blnh

quan
khach di
lt;ti
b~ng
may
bay.
-
Phan
tich cffu:
phan
tich
cac
ye"u
tO'
anh
huC1ng
de"n
cffu
v~n
tai
hang
khong:
tang
tru'C1ng
GDP, thu
nh~p,
gia ca
v~n
chuy€n, khoang
each

v~n
chuy€n, thoi
gian
V~n
chuy€n,
chit
lu'qng
san
phffm, dich
V\1.
-
Dv
bao
cffu: ky
thu~t
dlf
bao
thu'ong
du'qc
cac
hang
hang
khong llfa ch9n la dlf
bao cffu
tu'dng lai theo chu6i thoi gian va dlf
bao
cffu
ne"u
cac
ye"u

tO'
anh
hu'dng
de"n
cffu
bie"n
d9ng.
10
1.6
CHIEN
LU(1C
MARKETING
TRONG
KING
DOANH
DJCH
Vl)
V
~N
? ' "
TAl
HANG
KHONG
M<?t
khi
moi
tntong
marketing
duqc thong
hi~u.

phan
khuc
thi
tru'ong da djnh
hlnh,
cac
ye"u
to' ltnh hu'dng
de"n
nhu
C~U
du'QC
XaC
djnh
Va
dt;(
bao
nhu
C~U
V~n
tcii
hang
khong du'qc
tht;tc
hi~n,
cac
hang
hang
khong c6
th~

l~p
chie'n lu'qc
marketing cho mlnh.
Xay
dt;tng
chie'n lu'qc marketing trong kinh
doanh
v~n
tili
hang
khong
dt;ta
tren
cd
sd
djnh hu'ong thi tru'ong
va
khach
hang,
dam
bao
st;t
phat
tri~n
d6ng
b<?
m~ng
lu'oi
phan
ph6i,

san
phffm djch
V\1,
chfnh
sach
gia, chfnh
sach
quang
cao
tie'p thj,
xuc tie'n
thu'dng
m~i
voi nhau,
d6ng
thoi
dam
bao
d<)
pho'i
hqp
hi~u
qua
cua
marketing-mix.
1.7
MARKETING-MIX
TRONG
KINH
DOANH

DJCH
Vl,J
V~N
TAl
HANGKHONG
Marketing-mix du'qc djnh nghia la
st;(
pho'i hqp
cac
ye'u to' ( 4P):
san
phffm
(Product), gia
ca
(Price),
phan
pho'i
(Place)
va
quang
cao
tie'p thj,
xuc
tie"n
thu'dng
m~i
(Promotion)
m<?t
each
to'i

u'u
d~
thoa
man
thj tru'ong
mvc
tieu
to't hdn do'i thu
c~nh
tranh voi
hi~u
qua
cao. Mo'i
quan
h~
giua
thoa
man
thi
tru'C1ng
mvc
tieu
va
marketing du'qc
bi~u
di~n
nhu'
m<?t
ham: Ts = F (Ph P
2

,
P
3
,
P
4
),
trong d6:
-
Ts:
mll'c
dQ
thoa
man
thi tru'ong
mvc
tieu.
- Pr.
P2,
P
3
,
P
4
cac
b<)
ph~n
d(u
thanh
marketing-mix:

san
phffm va djch vv; gia
ca;
phan
ph6i;
quang
cao
tie'p thj, xuc
tie"n
thu'dng
m~i.
San
phffm
v~n
tai
hang
khong la
lo~i
san
phffm djch
V\1
du'QC
cung
U'ng
va
ban
cho
nhi~u
d6i tu'qng c6
mvc

dfch di
l~i.
mll'c thu
nh~p,
t~p
quan
tieu
dung,
khac
nhau
Va
d6ng
thoi la
lo~i
san
phffm djch
V\1
CO
nhi~u
cac
san
phffm tu'dng
d6ng
c~nh
tranh
trt;(c
tie'p
ho~c
gian
tie"p.

Do
v~y
cac
ho~t
d<)ng
marketing
chll'c
nang
CUa
marketing-mix trong kinh doanh djch
V\1
V~n
tai
hang
khong
nhu':
san
phffm
11
va dich
Vl,l,
gia ca,
phan
phO'i,
quang
cao
khuye'n
mai
Va
XUC

tie'n thu'ong
m~i
phcii
du'QC
t6
chuc trong
mQt
h~
thO'ng
d~c
thu
cua
mQt
nganh
kinh doanh dich
Vl,l
voi
cac
tinh chfft, quy
lu~t
rieng phu
h<Jp
VOi
Sl,l'
da
d~ng
CUa
dO'i
tu'qng
khach

hang
va
Sl,l'
bie'n d6i
CUa
moi
tntong
C~nh
tranh.
Duoi
day
se
trlnh
bay
4 marketing chuc
nang
ca'u
thanh
marketing-mix trong
linh
vl,l'c
kinh doanh dich
V\1
v~n
tai
hang
khong.
1.7.1 San phftm va
cijch
VQ

v(ln tai hang khong
San
phffm
v~n
tai
hang
khong duqc dinh nghia
la
dich
v1,1
v~n
chuy~n
hanh
khach va
hang
hoa,
hanh
ly'
bu'u
ki~n
tren
cac
chuye'n
bay
cua
hang
ho?c
tren
cac
chuye'n

bay
cua
hang
hang
khong
lien
doanh.
Cac
dich
V\1
tru'oc trong va sau
khi
bay
cilng du'qc
xem
Ia
bQ
ca'u thanh
cua
san
phffm
v~n
tcii
hang
khong.
San
phffm
cua
cac
hang

hang
khong thong thu'ong
g6m
3
lo~i
h~ng
dich
Vl,l:
h~ng
nha't; thu'ong
nhan
va
ph6
thong.
Cac
di~u
ki~n
lien
quan
de'n
hqp
d6ng
v~n
chuy~n
(bay dem, mua
ve
tru'oc 1 thang, mua
ve
cho
ca

hai
chi~u
diva
v~)
ke't
h<Jp
VOi
h;_ing
dich
Vl,l
t~O
ra
Sl,l'
da
d~ng
cua
san
phffm
V~n
chuy~n
hang
khong.
1.7.2
Ghi
ca san phftm v(ln tai hang khong
Vi~c
dinh gia
cac
san
phffm

va
dich
Vl,l
v~n
tai
hang
khong du'qc
xay
dl,l'ng
tren
co
sd
cac
ye'u
tO'
thi tru'ong
va
c~nh
tranh,
cac
danh
gia va
phan
tich
san
phffm,
dl,l'
bao
thi tru'ong, d6ng thai
dam

bao
tu'dng thich
VOi
CclC
phan
thi
m\IC
tieU
ll,l'a
ChQn.
Ngoai ra,
vi~c
dinh gia
san
phffm
va
dich
Vl,l
v~n
tai
hang
khong
con
ke't hqp voi
cac
chinh
sach
chie't khffu hoa h6ng khac nhau tuy
thUQC
vao

t~p
quan
CUa
thi
tru'ong
Va
tuy
thUQC
vao
yeu
cffu chu dQng gianh
u'u
the'
ho?c
dQ'i
ph6 trong
c~nh
tranh
nh~m
tac
d9ng
trl,l'c
tie'p
vao
qua trlnh quye't dinh
mua
san
phffm
cua
dO'i

tu'<Jng
tieu
dung
cuO'i
cling (hanh khach va nguoi
gii'i
hang),
ho~c
tac
d9ng gian
tie'p thong
qua
cac
ca'u thanh
h~
thO'ng
phan
phO'i.
12
1.7.3
Phan
ph6i san phdm va dfch
VI}
v~n
tai hang khong
Phan
phO'i
san
ph~m
va dich

V\}
v~n
tai hang khong
du'QC
dinh nghia la qua
trlnh chuy€n
du'a
de'n khach hang
ffi\}C
tieu dung
san
ph~m,
dung chfi
Va
dung
luc.
San
ph~m
v~n
tai
hang
khong
du'<;Jc
cung ung cho
nhi~u
dO'i
tu'<;Jng
c6
m\}c
dich di

l~i,
muc thu
nh~p,
t~p
quan tieu dung, khac nhau
nen
doi hoi phai c6
m()t
he$
thO'ng
phan
phO'i
c6 tfnh
d~c
thu
cua
m()t nganh kinh doanh dich
V\}.
He$
thO'ng
kenh
phan
phO'i
rna
cac
hang hang khong thu'ong
sfr
d\}ng
Ia
c6 ca'u true nhu'

sau:
-
Ban
tn,tc tie'p
tu
van phong chi nhanh
ban
nh~m
vao
cac
phan
thi
m\}c
tieu nhu'
khach vang lai, khach
hang
Ion, khach
dtt<;1c
hu'dng
cac
muc gia
d~c
bi<$t
cftn
ki€m soat.
-
D~i
ly
ban
si (wholesaler)

Ia
cac
d~i
ly chuyen mon hoa theo
dO'i
tu'<;jng
khach
va theo di€m de'n,
phan
phO'i
de'n khach qua
cac
d~i
ly
ban
le
va qua cac
d~i
ly du lich.
-
D~i
ly
ban
1<~
(Retailer) ban
tn;t'c
tie'p cho
cac
dO'i
ttt<;1ng

hanh khach, cho
nhi~u
hang
hang
khong,
ho~t
d()ng trong khuon kh6 BSP (Bank settlement plan)
ho~c
ngoai khuon kh6 BSP.
-
D~i
ly du Jich (Tour Operator) t6 chuc cac chu'dng trlnh du lich r6i ghep
nO'i
voi
san
ph~m
v~n
chuy€n hang khong
d€
t6 chuc
cac
chu'dng trlnh du lich
trQn
g6i va
phan
phO'i
qua
he$
thO'ng
ban ban

le (ne'u
Ia
d~i
ly du lich
ban
si)
ho~c
ban
tr\l'c tie'p (ne'u
Ia
d~i
Iy
du lich
ban
le
).
-
Ban
tr\l'c tie'p cho
cac
Cong ty, khach hang Ion (corporate account).
DO'i
tu'<;ing
ph\}C
V\1
Ia
m()t
b()
ph~n
ph\}

trach va'n
d~
di
l~i
cua
cac
Cong ty,
t5
chuc
IOn,
thu'ong c6 quan
he$
ch~t
che voi hang hang khong chu nha
d€
sfr
d\}ng
t6i da
m~ng
bay
cua
hang va hu'dng chfnh sach u'u dai khac.
13
1.7.4 Quang cao
tie'p
thf, xuc
tie'n
thlidng
m~i
D~

kinh
doanh
dC;lt
duqc
hi<$u
qua
cao
thl
m(>t
m~t
hang
hang
khong
phai
du'a
ra
m(>t
mile gia
hqp
ly va
chu~n
bi cho
san
ph~m
san
sang
trong
h<$
thO'ng
phan

phO'i,
m~t
khac
hang hang
khong
phai
tlm
each
tie'p
c~n
khach
hang
tren
thi
tru'ong
ffil,IC
tieu
va
phai
du'a de'n
du'QC
cho k.hach
hang
dgy
du
nhung
thong
tin
ve
san

ph~m
rna
hang
hang
khong cung ca'p cho
khach
hang
va
lOi
keo
h<;>
ve
voi
mlnh.
Mu6n
v~y,
cong
tac
quang
cao
tie'p thi,
xuc
tie'n thu'dng
mC;li
cua
hang hang
khong
phai
dC;lt
duqc

cac
yeu
cffu sau:
-
Phai
phu
hqp
voi
ffil,IC
tieu
chie'n
lu'QC
chung
cua
Marketing-mix.
T~p
trung
vao
thi tru'ong
tr<;>ng
di~m.
Cac
hoC;lt
d(>ng
quang
cao
tie"p
thi, xuc tie'n thu'dng
mC;li
trong kinh

doanh
v~n
tai
hang
khong du'qc dinh nghia
Ia
cac
hoC;lt
d(>ng
duoi
nhieu
thuc
nh~m
du'a toi
cho
khach
hang
cac
thong tin dgy du,
r5
rang
ve
nha
v~n
chuy~n,
ve
cac
san
ph~m,
dich

Vl,l
CUa
nha
V~n
chuy~n,
xay
dl,l'ng
mO'i
quan
h<$
VOi
k.hach
hang
ffiQt
each
tich clfc,
huu
hi<$u
qua
d6 khuye'n khich nhu
cgu
va thuc
d~y
vi<$c
ban
san
ph~m.
tC;lO
cac
dieu

ki<$n
thu~n
lqi
cho
hOC;lt
d(>ng
kinh doanh.
Cac
hlnh thuc
cua
hoC;lt
d(>ng
quang
cao
tie'p thi, xuc tie'n thu'dng
mC;li
g6m:
Quang cao
tie'p
thi (Advertising):
Ia
cac
hoC;lt
d(>ng
gioi
thi<$u
hlnh
anh
va
thong

tin
ve
cac
san
ph~m,
dich
Vl,l
cua
hang, du'a thong tin de'n k.hach
hang
d
nhi~u
khu vlfc
dia
ly
khac
nhau
qua
cac
phu'dng
ti<$n
thong tin
dC;li
chung.
HoC;lt
d(>ng
nay
bao
g6m:
Quang

cao
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cao
chie'n
lu'QC

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