Nghiên cứu hoàn thiện chiến lược marketing dịch vụ giao nhận hàng hoá xuất nhập khẩu bằng đường biển

TRUIJNG DQ HOC NGO@ THUONG
KHOA KINH TO VA KINH DOANH QU C TE
CHUYEN NGANH KINH TO NGO@ THUONG

NG8IEN CN HOAN T8I$N CEIEN LIJ(IC MARKETING D !**
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GIAO N8§N HANG 8OA XNII BANG DI£IIIJG BIEN CBA

C6flG TY CP GN8T NG0§I ThIJIJfiG II/INATRANSI

Ho va tén sinh vién

: Nguyén Thiiy Du:eng

Ldp

: Nhat 2

Khoa

: K42G — KTNT

Gi:to vién hir‹ing dan

: TS. Tran Si L inn

Ha Ntii - 2007


DANH MUC BANG BIEU VA SO DO

I

BANG BIEU

Net kh:ic bie:t gifra phan chien luoc va phiin chien thu at
3an luong giao nhan hang hoa xuit nhiip khfiu ciia Vinatrans Gifi tri giao nhan h g hfia xuat n
Co c:iu mat hang giao nhan cua Vinatrans
Uu nhuoc diem chic:n luoc marketing — mix ciia dich vu
nhan hang ho:i xufit nh:ip khau bang dvéng bie“n

VINATRANS
Du bao mat hang xuat kh:iu chit yeu ciia Viét Nam d‹:n n:inn 2015
Du bfio hang nhap kh:in ciia Viet Nam dén nam 2015
Gia tri san luong du toan cua nganh giao nh:in v:in Hi hang hfia quoc té tai
Mfit so chi tiéu kinh te: ve dich vu giao nh:in nhiip khau bang duong bién ciia
SO DO
Situ thi tructng cua marketing dich vu
Ba cap3.4
quyc:t dinh chie” n luoc marketing Co cau to chuc ciia Vinatrans

II
1.1
1.2
2. 1


MUC LUC
CHUONG I:

QUAT

“ CHIENN LUOC MARKETING DICH VU...3

I. Marketing dich vu................................................................................3
1. Bcin chci’t

dich

1.1 Dinh nghia........................................................................................3
1.2 Dac diém ciia dich vu.......................................................................4
2. Bin chat cii‹i marketing dich rii.............................................................5
2. 1 Dinh nghia..........................................................................................5
2.2. Ban chat hoat dong cua marketing dich vu........................................6
2.3 Thi trvéng hoat dong marketing dich vu............................................8
II. Chién tune marketing dich vu...........................................................13
1. Chién luctc marketing.........................................................................13
2. Nett dung chinh cii‹i chién lime marketing......................................... ?#
2. 1 Hai phan chinh ciia chie“ n luoc marketing....................................14
2.2 Cac ciip quyét dinh chién luoc marketing..........................................15
3. Czic loai cfiién lircrc martceting ............................................................ j 6
3. 1 Chic:n luoc marketing tong the.......................................................16
3.2 Chie’ii luoc marketing-mix................................................................18
4. Nhiing nhén ter‘ cinh hutg dén chié‘n litoc marketing cua doanh
nghiép.
..........................................................................................................................
19
4. 1 Mfii tracing kinh doanh ciia cfing ty..................................................19
4.2 Chuc uang va muc tic:u cua tiing cfing ty...........................................19
S. l'oi tré ciizi chién firiic inarketing.........................................................20

III. Quy trinh x:iy dung c:ie chién tune marketing..................................21
?. Phén tich ff r tritong...............................................................................21


1.1 1 Phan tich die:in manh, diem yéu, cc hfii, thach thfrc ciia doanh
nghiep (Phan tich SWOT)........................................................................2 1
1.2 Phfin khiic thi trucing.........................................................................21
1.3 Lira chon thi trircrng muc tic:u va dinh vi thi tracing..........................22
2. Xéc dinh nine tiéu cma chién liicrc marketing.........................................23
3. Thiét ké“va xuy dung chién lime marketing ting thé’.........................24
4. Thiét ké ver xay ditng chién liioc marketing-mix....................................24
4. 1 Chién luoc san pham.........................................................................24

4.2 chien innc gia...............................................................................27
4.3 Chien luoc phan phoi........................................................................29
4.4 Chie“ n 1uoc xiic tic:n ban hang........................................................29
5. TO chiic tftirc hién chié“n fir‹zc marketing...........................................30
6. Ké hoach theo diii, kiém tra vet diéu chlnh.............................................31

CHUONG O: PHA“ NN TICH CHIEN LUOC MARKETING DICH VU


II. Thuc trang hoat dong giao nh:in hang héa xu:it nh:ip kh:iu b:ing
during bién ciia Vinatrans..............................................................................42

1. Quy trinh giao nhtin
1.1 Giao nhan hang

rig héa xucit nhép khau bang dirong bié'n ... 42
khau b:ing duong bie:n...................................42

1.2 Giao nhan hang nhap khau big duc ng bién..................................45
2. Ké“t gut kinh doanh dich vu giao nhan hang héa xuét nhép khau
bring diténg bié’n cua ccing Iy trong nhring mini gem dciy
46
2. 1 San luong giao nhan hang hfia xuat nhap khau bang duéng bién ... 47
2.2 Giii tri giao nhfin.................................,...............................................48
2.3 Két cau mat hang giao nhan ..................................................!............49

ID. Ph:in tich chién lunc marketing dich vu giao nh:in hang ho:i xu:it
nh:i p kh:iu bang during bién cong ty Vinatrans........................................50
1. Phtin tich chung vé ccing tcic marketing ciia Cong ty...........................50
1.1 Nghién ciiu ve: lhi truéng...................................................................50
1.2 Phfin tich doi thii canh tranh..............................................................52
2. Phcin tich ctic chién litoc marketing cu thé trong hé théng marketing — mix
2. 1 Chic:n luoc san phfim........................................................................57

2.2 Chien iuoc gia...............................................................................58
2.3 Chien luoc phan phoi........................................................................60
2.4 Chién luoc xiic tién...........................................................................60
3. Danh gia chung vé chién lime marketing dich vu giao nhan hcing
hoa xuat nhap khau biing dirong bién cua Vinatrans.............................61

CHUONG OI: M©T

“ Y KIEN HOAN THIEN CHIEN LUOC

MARKETING DICH VU GIAO NHAN HANG HOA XUAT NHAP

KHAU BANG DU©NG BIEN CUA CONG TY VINATRANS.................64

I. Trién vong ph:it trién va th:ich thiic diii v‹ii dich vu giao nh:in hang


hfia xu:it nh:i p kh:iu bang dufing bién trong thiii gian t6i........................64


1. Trién vong phat trié’n dich vu giao nhén quc›c té é Viét Nain ..

64

2. Nhiing théch thiic dc›i véi dich vu giao nhan héng hc›a xuét nhap
Gemini béng diiong bién emit Vinatrans.........................................................66

II. Muc tiéu, phuong hu6ng ph:it trién kinh doanh dich vu giao nhfin
hang hoa xu:it nh:ip khfiu b:ing during bien ciia Vinatrans trong thiii
gian t‹ii va nhfmg v:in dé c:ip thiét d:it ra...............................................67
1. Muc tiéu vii phiiong hiténg phat trié’n kinh doanh dich vu giao nhan
hcing héa xucit nhcip khciu bring diténg bién ciia Vinatrans trong théi gian
hii ------.
67
2. Nhiing vein dé cap thiét dét ra d¼i véi Vinatrans dé’thiic hién nine
tiéu va phiiong hiicrng phat trien dich vu giao nhan hcing hoa xuti’t
nhdp kfiziii b‹ing du:itig bién.........................................................................69

IH. Mot so y' hién hoan thién chién tune marketing dich vu giao nh:in
hang hoa xu:it nh:ip kh:iu béng during bién ciia Cfing ty Vinatrans......70
1. Chié‘n f iz‹ic scln phcim........................................................................... 7?
2. Chién fir‹ic gizi.......................................................................................72
J. Cfiién firizc phdn phcir................................................................................74
4. Chiéh Iir‹ c .riic tiéu....................................................................................76

KIT LU N..................................................................................................79
TAI LIEU THAM KHAO...........................................................................80


1. Tinh c:ip thiét ciia dé tai

Trong nhiing nd gan day thi tracing giao nhan van tai ciia Viet Nam
da dat duoc nhting buc c phfit trién quan trong. Ciing véi su truéng thanh ciia
c:ic cong ty giao nhan co san thi nhiéu cfing ty mcii ra diii va cac cong ty ciia
nuoc ngoai cling tham gia thi truéng nay khie" n thi tracing ngay cang trci
nén soi dong. Mfit trong nhirng cfing ty dau ng h ciia Via:t Nam co uy tin
cao trong lwih vuc nay la Vinatrans.
Viet Nam da ra nhap WTO, thi truong ngay cang xuat hien cac nha
cung c:ip dich vu co uy tin va von lc n, tinh canh tranh ngay cang gay gat, do
dfi vie:c xay dung, hoan thién chien luoc marketing da tro thanh die:u kién
tién quyét doi voi su thanh cfing ciia ciic cfing ty kinh doanh dich vu nfii
chung va cua Vinatrans nfii rie:ng. Chinh vi tinh cap thie“ t va moi mé nay
tfii da chon “Nghién ciiii hocin thién chié‘n litoc marketing dich vu giao
nhan hcing héa xué‘t nhap khau bring diténg bié’n ciia Cc›ng Iy ct phcin
giao nhcin vein Hi Ngoat Thitong Vinatrans” Ham de tai khfia luiin tot
nghi‹:p ciia minh
2. Muc dich nghién emu
Khfia luan tot nghic:p nay dune nghien ctiu nh:inn hai muc dich sau :
•

Phan tich chie“ n luoc marketing dich vu giao nh:in hang hfia

xuat nhap khau bang duong bie:n ciia Vinatrans.
•

Nghién ciiu mot so de’ xuat nham hoan thién chic:n luoc marketing

dich vu giao nhan hang hfia xuat nhap khfiu bfing dvong bie:n ciia Cfing ty.
3. D‹ii tuong v:i pham vi nghién emu ciia de t:ii
Doi tu0ng nghie:n ciiu ciia de tai la chic:n luoc marketing dich vu giao
nhan hang hoa xuat nhap khfiu bang duong bien da duoc Vinatrans ap dung.
Pham vi nghic:n cuu ciia de tai gifii han o via:c phan tich chien luoc
marketing dich vu giao nhan hang hoa xuat nhap khau bang duong bien ciia
Vinatrans da ap dung trong thc i gian qua.


4. Phuong ph:ip nghién ctiu

Khfia lufin sir dung cac phirnng phap chin yc:u sau:
• Phuong ph:ip die:u tra
• Phvcng phap tong hop, phan tfch
• Phuong ph:ip thong ké
• Phuong ph:ip quy nap
5. Bo cue ciia dé Hi
Ngoai Loi mcl dau, Két luan, Danh muc Hi lix:u tham khao, dé tai gfim
3 chifong:
Chuong I: Khiii quat ve: chién luoc marketing dich vu
Chuong II: Phan tich chien luoc marketing dich vu giao nhan hang hfia
xu:it nhap khau bang du6ng bien ciia Vinatrans
Chuong III: Mfit so y kie:n hoan thién chién luoc marketing dich vu
giao nhan hang hfia xuat nhap khau bang dufing bien ciia Vinatrans
Tfii xin chan thanh cain on TS. Tr:in Si Lam, c:ic thay co giiio trong
khoa Kinh te: & Kinh doanh quoc Ie cung c:ic can bfi cfing nhan vien Cfing
ty CP GNVT Ngoai Thucrng Vinatrans da giiip Hi hoan thanh khfia lufin nay.

Sau diiy la toan bfi nfii dung Khfia lu:in tot nghic:p ciia tfii.


CHUONG I
KHAI QUAT VE CHIEN LUOC MARKETING DICH VU
I. Marketing dich vu
1. Bcln chét ciia dich vu
1.1 Dinh nghta
Hic:n nay co rfit nhi‹:u tranh 1u:in ve khai niém dich vu, song trong khai
nie‘in lai co nhfrng han ché rieng. Co thé hie:u mot cach .khai qu:it: Dich vu la
moi bic:n ph:ip hay loi ich ma mot bén co thé cung cap cho be:n kia va chin yéu
la khfing scr thiiy diroc va khfing dim den su chic:in doat ir(ot car gi ldfi. Via:c
thuc hién dich vu co thé co va cling co thé khfing lix:n quan dc:n hang hfia ducii
dang vfit chat ciia no.
Trén giiic dfi nhin nhan st pham nhv la mot tong thé ve muc tiéu hay
quit trinh thfia man c:ic nhu cau cua ngucri tiéu diing, trong dfi loai hang hfia —
dich vu mac dii duoc ph:in biét la hai dang san pham hang hfia song vcii giiic
do fern hon chung co moi quan hé him cc vcii nhau trong via:c thfia man nhu
c:iu, ch¼g han, nhu dich vu thuan tiiy, san phiim thuan tfiy hay san phiim dich
vu . . .cfi the ski dung trong su thay doi qua lai.
Gifra hang hfia va dich vu, trong moi quan he: hint cc, véri khoi lucrng
gicii han giii tri sir dung ciia mot don vi loi ich cung ring, chung co su chuye:n
hfia tan nhau ve: hinh thtrc. Bat dau ttr hang hfia hoan hao, tcii hang hfia di lien
voi ciic dich vu, tic:p niia mot dich vu chin yc:u phai co san phfim hang hfia hién
him lam thanh mot chinh thé (cap dfii) vfi cuoi ciing la dich vu hoan hao.
Dich vu cung cfip cho nguoi tie:u dting nhiéu gia tri trong cung ring, dfi
la chuoi gia tri ciia mot don vi dich vu. Loi ich dich vu mang lai la loi ich tfing
thé bao gfim ca vfit chat vfi tinh th , ca 1c i ich chinh va lvi ich phu thém do
nhie:u hoat dong dich vu trong qua tiinh tao nén.
Hoat dong dich vu co the tae dong truc tiép vao nguoi tieu dung, nhtirig

khach hang nay tro thfinh mot yeu to dau vao ciia qufi trinh cung frng dich vu,


n:inn trong cc che cung ting. Vi du nhu dich vu kham chfia bénh, tain gfii, xoa
bfip, van chuyén hanh khach, dao tao. . . Song dich vu con tae dong vao Hi san
so hiiu cua kh:ich hang nhu sira chfra fi to, xc may,. . .lam tiing gia tri sir dunp•
, gia tri tai san ma quyc:n sci him ve chung khfing thay doi.
1.2 Déc diém ciia dich vu
Tinh khéº8 º•‘e•² rim.’ Dich vu khfing ton tai duc i dang vat thé. Tuy
nhién tinh khfing hic:n hiiu nay é muc do bie:u lo kh:ic nhau doi vc i tirng loai
dich vu no co quan he toi chat luong dich vu va via:c tie‘u diing dich vu ciia
khiich hang. Chang han nhu dao tao, trfing tré, du lich, hoac nghi ngoi trong
kh:ich san.Tinh khong hien him ciia dich vu dune bic:u lfi qua ye:u to v:it chat

nao dfi va dfi chinh la nhung phu0ng tic:n chuyén giao dich vu cho khach
hang.
Tinh khong the’ téch réi khc›i Itguén gé’c. San ph:tin dich vu co tinh dac
thti, via:c tie:u ditng san ph:inn dich vu song song vc i viéc cung frng dich vu.
Vi the: san ph:inn duoc tie‘u diing o moi thcii die:in voi su tham gia ciia nguoi
tic:u thu. Via:c tao ra san pham dich vu va viéc tieu diing no la mot the: thong
nhat.
Tinh khong on dinh vé cliét lironp•. s:in ph:inn dich vu phi tieu chuan
hfia, co giii tri cao. Do diic trung c:i bie:t hfia cung ring va tic:u dttng dich
vu. Su cung trng dich vu phu thufic vao kj thuat va kha n:Ing ciia tiing
ngufii thuc hic:n dich vu (cat toc, xoa bfip, ca nhac . . .). Vi‹:c tiéu diing dich vu
tcri muc nao, cao hay th:ip lai phu thufic vao tiing kh:ich hang, khong ngUcii
nao giong nguoi nao. Hon nfra do dac tfnh dich vu khfing hien hftu nén khfing
the: do lucrng va quy chuan hfia ch:it luong cu the nhu san ph:inn hang hfia
dvoc. Vi the san pham dich vu khfing dong nhat, riot cach khfic khfing on dinh
ve chat luong.

Tich klic›n8 ו 8 ‘•"r ditoc . San pham dich vu phai tiéu diing true tiép,
khfing co kha nang lUU Qiu duoc. Ly do ma nhic:u bac si vdn thu tien ciia
nhtrng bénh nhan khfing clen kham benh la vi gia tri cac dich vu v¾ ton tai
ngay ca khi bénh nhan khfing den kham.


2. Bcln cha’t cua marketing dich vu
2.1 Dinh nghta
Do canh tranh trong thi tracing dich vu ngfiy cang khoc liét md xuat
hic:n marketing dich vu. Marketing dich vu ID su phfit trién ly thuyét chung cua
marketing vao linh vuc dich vu. Dich vu lai rat bien dong va da dang voi nhic:u
nganh khac biét nhau. Vi the" cho tcii nay hoc thuat chua co mot dinh nghia
nao kh:ii qu:it duoc day dii.
Theo Philip Kotler : “Marketing dich vu doi hfii cac giai phap uang cao
chat lirong, nang suat san phfim dich vu, tiic dong lam thay doi cau, trong ca
vie“ c dinh gi:i cling nhu ph:in phoi va xuc tiéu.”
Theo Krippendori : “Day la mot su thich trng co he thong va phoi hop
chinh sach kinh doanh dich vu tv nhan v:i chinh phii. . .vc i sv thfia man Hi uu
nhfrng nhu ciiu ciia mot nhfim khach hang duoc xac dinh va dat duoc loi
nhuan xfmg ding.”
Nhung nhin chung chiing ta co the hiéu ve marketing dich vu mot each
tong quat nhu sau:
Marketing dich vu let qué trinh thu nhan, tim hiéu, dénh giii vii theta
mcin nhu can ciia thi triiéng nine tiéu did lita chon ver xéc dinh bang gué
trinh phan phcii cac nguci n Inc cua céc ID chitc nhcim thoa miin nhu can dé.
Marketing dwoc xem xét trong sir ncing dcing ciia méi quan hé qua lai gi ‘ua
cac scln pham dich vu cma cong ty va nhu cciu ciia ngiiéi tiéu diing ciing viii
nhiing hoat dcing cii a dcii thii canh tranh.
Ttr khai niem tren ta thay marketing dich vu noi lén cac v
sau :

de tin nhu

• Marketing hon hop cac nhan to quan trong bén trong hay nh irng thanh
phan tao ra mot chirong trinh marketing cua mot to chtic (doanh nghiép,
cong ty. . .)
• Qua trinh tic:p can: Chién luoc va qua trinh quan ly dam bao cho
marketing hon hop va cac chlnh sach ben trong thich hop vcii cac ]uc
luong thi tracing.


• Luc luong thi truong: Co hfii be:n ngoai hay thanh phiin ma cac hoat
dong marketing ciia to chtrc tac dong téi.
2.2. Bcin chcit hoat dc›ng ciia marketing dich vu
Hoat dong marketing dich vu die:n ra trong toan bfi qu:i trinh san
xu:i1 va tiéu diing dich vu, bao gfim giai doan truc c tie:u diing, tic:u dung va
sau khi tic:u diing. De" co the nam bat dvoc ban chat ciia hoat dong
marketing dich vu, chfing ta sc: di vao mot so nfii dung cu the: nhu sau:
Qu:i trinh dien tiéu ciia mfit chuong trinh marketing dich vu: Qua

trinh nay bao gom marketing hon hop ciic nhan to quan trong bén trong hay
nhirng thanh phfin tao nen mot chuong trinh marketing doanh nghie:p. Thuc
hién duy tri sv thich nghi c:ic yéu to bin trong thong qua c:ie gifii phap, chinh
s:ich cu the: vcii nhfrng yéu to thufic luc luong thi tracing bin ngoai nhu
khach
hang (hanh vi, dong ccr, thfii quen mua hfing, quy

’ nnhhuu c:iu,

thifc. . .), cac doi thii canh tranh, chinh phii va the che“ kém theo chi phoi thi

truong, chi phoi hoat dong marketing ciia cong ty.
• Marketing hon hip c:ic nhan to nfii tai: Toi nay ngucii ta da thira
nhan 7 yéu to cc ban thufic cfing cu marketing dich vu. Bay yeu to dfi la: san
pham dich vu, phi dich vu (gi:i ca), truye:n thong marketing (giao tiep dich
vu), phan phoi, con nguoi, qu:i trinh dich vu va dich vu khach hang. Thong
thucing duoc goi la 7P (product, price, place, promotion, people, processes
va provision of customer service). Cac nha marketing sir dung phoi hop cac
ye:u to tre“n voi mfrc dfi quan trong khac nhau tao thanh nhfrng khung
marketing rieng cho ttrng dich vu cu the: voi doan thi trucing rie‘ng biét.
• Qu:i trinh die‘n tiéu: Cac nhfi quan tri marketing thuc hien ph:It
trién mot chunng trinh marketing la viéc sir dung c:ic khung marketing hon
hcip bao dam mot su tic:p c:in giua cac yc:u to ben trong cua doanh
nghiep va moi tracing ciia thi truong bén ngoai.
Thuc hién qua trinh tiep can giira nanp• luc ben trong ciia doanh ng•hiép vcii

cac yéu to ciia moi trufinp• be:n ngoai, qua trinh nay quyét dinh su thanh
cfing ciia chu0ng trinh marketing. Thi trucrng lufin lufin thay doi va vfin
dong nhanh


chfing, dfi la nhfrng khfi khan cho hoat dong marketing. Cac hoat dong
marketing can phai quan ly cac nhan to bén ngoai brit dinh va duy tri su thich
nghi c:ic yéu to nfii tai vcii su bat dinh dfi bfing viec thay doi cac khung
marketing ciing vcii nhtrng phuong thuc tiep can tot hon.
Hoat dong chuyén giao dich vu: Hoat dong chuyc:n giao dich vu la su
t:ic dong qua lai giua khach hang va nh:in vién cung ting dich vu, nam trong
quit trinh tae dong tuong ho. Do la cac hoat dong tao ra dich vu va chuyén cho
khach hang tiéu diing. Hoat dong nay quye“ t dinh chat luong dich vu va
muc dfi hai long ciia khach hang sau khi tiéu diing dich vu.
Nhan vién cung ting dich vu la mat xich cuoi ciing trong quit trinh san

xuat cung c:ip dich vu ciia doanh nghie:p. Doi tuong nay dam nhan vai tro
bie:n kich b dich vu thanh dich vu thuc voi dac tinh rieng biet, ro net va phan
phoi toi kh:ich hang tieu diing no. Qu:i trinh chuyén giao dfi, nguoi cung trng
lufin tie’p nhan thong tin nguoc chic:u tir phfa khach hang, dieu chinh dich
vu cho thich hop, thuc hic:n c:i nhan hfia dich vu ci c:ic dau ra, thfia man tot
hon nhu ciiu cua thi truéng. Hon nfra trong hoat dong giao tiep con co su chi
phoi ciia to chfrc doanh nghie:p va khach hang.
Qu:i trinh chuyén giao dich vu trufic hét la qu:i trinh ma cac nhan vién
cung mug thuc hien vai tro ciia minh trong dich vu tao ra loi ich cho khiich
hang. De: tao ra du0c dich vu tong the:, mot bfi phan, mot to chiic ciia doanh
nghie’p khfing the dam nhan du0c. No doi hfii phai co sv tham gia tich cuc
ciia ciic to chfrc, cac bfi ph ciia doanh nghic:p trong he: thong dich vu. Quan
tri marketing thuc hic:n quan ly toan bfi qua trinh hoat dong dich vu tao ra
chuoi gi:i tri thich hop va mang lai hic:u qua kinh doanh. Nhu vay hoat dong
marketing lién quan toi c:ie to chiic, c:ic cc quan cua doanh nghi‹:p, c:ie to
chtrc dfi phai thuc hién marketing trong pham vi chilc nang ciia minh, moi
quan he: nfii bfi chi phoi nhieu tcii su thanh cfing ciia marketing. Khach hang
tham gia qua trinh cung frng chin dong mci rong nhan thtrc va thuc hién tieu
diing dich vu. Do cling la qua trinh giai quyc:t thoa dang c:ic moi quan he: phat
sinh gifra c:ic ye:u to tham gia hoat dong san suit cung ting dich vu. Do vay,
trong cac doanh nghiép dich vu deu xuat hien va phai thuc hién marketing not
be, marketing quan he va marketing giao dich.


Marketing quan h‹: la xay dung nhfrng moi quan he: lau dai, tin tiring
tan nhau va dfii ben ciing co 10i vcii nhtrng khach hang bang viec lufin cung

cfip cho be:n kia dich vu chat luong cao, gi:i ca h0p 1y trén cci sc tang cufing
nhung moi quan hé kinh tc:, ky thuat, xa hfii ciia ca hai bén, bfii ducing su tin

tuong giup dfi nhau tao ne‘n quan he: truyen thong lau dai.
Cac doanh nghiép can co chic:n 1u0c quan ly, huy dong cac ngufin luc
de’ ph:it trie'n c:ic moi quan he, tao nen mang luc i marketing bao gfim cfing
ty va ciic doanh nghic:p ma giira chung da duoc thiet lap c:ic moi quan he
kinh doanh truyen thong be:n vfrng phu thufic tan nhau. Marketing dang co
su dich chuyc:n muc dich tir cho Hi da hfia loi nhuan cho timg vu kinh
doanh ciia doanh nghiép Hi cho tfii da hfia l0i nhuan cho nhfrng moi quan hé
mang lai loi ich cho c:ic thanh vién.
2.3 Thi triiéng hoat dcing marketing dich vu
Co sau loai thi truong ma c:ic nha marketing can phai nghién ciiu,
chiing co moi quan he hilu cc voi nhau. Trong c:ic thi truong dfi can phai sir
dung marketing de thie"t lap cac moi quan he: nham trie‘n khai va thvc hic:c
ciic chuong trinh dich vu cii a doanh nghiép. Co the mo ta thi truong
trong marketing dich vu bang so dfi sau:
So dfi 1.1: S:iu thi truiing ciia marketing dich vu
Thi trucing
ben trong

Thi truéng
cung cap

Thi trucrng
khach hang

Thi tracing
tuyen dting

Thi trvong
chuyen giao

Thi truong
uy inc


Thi truimg kh:ich hang: Doanh nghic:p truoc he:t phai

tap

trung

marketing vao thi truong khach hang. Do la nhu cau ciia nguoi mua doi vfii
loai san phfim dich vu nao dfi. Muc tae dong thfip nhat ciia marketing vao thi
trucing nay la xay dung moi quan he lau dai voi khach hang va thu htit khach
hang moi. Co the tiép can kh:ich hang thong qua marketing giao dich hoac
marketing quan he“. Khach hang dich vu rat nhay cain, can nghién ciiu cac
yéu to van hfia xa hfii, kinh Ie, chinh tri chi phoi ho.
Trong giao dich can ton trong quy lu:it phat trie:n ciia tu duy va su
bie“ n doi tfim 1y. Giao dich cling co quy luat, phai chin dong dc: xuat van
de:, co dinh va giéi quyét van dc:. Quit trinh dfi la mot he thong ph:it trie’n tir
thap dén cao, tir don gian den phtrc tap.
Marketing giao dich thuéng quan tain dén mot so noi dung nhu: trip
trung vao luc luong ban, mo rong nhan thiic khai rite:in dich vu trong khach
hang, quan tain tcri tie’u thu trong thcii ky ngan han, nhan manh vao dich vu

khiich hang va cam két co gioi han vcii kh:ich hang, tie:p can co miic dfi
kh:iGh hang, chat luong dich vu ducrc coi trong hang dau. Trong marketing
dich vu quan tain nhie:u tcri vie‘c duy tri khach hang va kinh doanh lap lai.
Thie:n hirong nay se‘ mang lai hiéu qua kinh te: va hiéu suat marketing cao
hon. Do vay can chfi y tcri khach hang hién tai. Doi vcii viec thu hilt khach
hang moi sé trO nén quan trong khi xufit hic:n su sut giam vé chat luong dich

vu hoac khi nhu cau da co su thay doi dan Hi luong khach hién tai gram dan.
Thi truiing chuyén giao: Thi truong chuyen giao xuat hic:n gifra
doanh nghiep va cac loai khach hang ciia minh. Thi truéng nay ducrc hinh

thanh ttr noi tai gitra cac dich vu thanh phan, cac dich vu phu ciia he thong
qufi trinh dich vu do nhie:u thfinh vién tham gia cung trng. Ho phu thufic
nhau, cung cap dich vu cho nhau va cho kltach hang. Do do muc dfi trung
thanh va su thfia man ciia ho la yc:u to rat quan trong. Khfing phai chi khach
hang tiéu dtlng dich vu mcli la ngufin ciia su chuyen giao. Chang han doi vcii
ngan hang, thi truéng chuye:n p•iao sé la cfing ty bao hiém, cac linh vuc bufin
ban bat dong san, Hi chinh, c:ic cfing ty luat, khach hang hic:n tai va su
chuyén giao nfii bfi.


Do dfi thi trufing chuye‘n giao con duoc quan nie:in la thi truong trung gian, thi
truéing lua chon da chiéu, thi truong to chuc. . . va nhiéu tc:n khac.
Thi truimg cung c:ip: Thi trUéng cung cap ngay cang co nhiéu bién
doi va trci nén quan trong khfing chi doi vcii dich vu ma con doi voi hang hfia
hic:n him. San xu:it hang hfia cang phiit trien, phan cfing lao dong c:ing sau
sac, su phu thufic fan nhau trong san xuat kinh doanh cang nhic:u, dfi la nh:in
to chit ye”u thfic day thi truéng nay phat trien.
Hoat dong quan trong cua marketing trén thi trvéng nay la to chfrc
cung ciip nguon luc. Do la viéc hinh thanh mot so trung gian quan trong, phiit

trién c:ic moi quan hé vCri nhfrng ngufin luc ca hie:n tai va tvong lai. Trien
khai ké hoach marketing de ph:in phoi ngufin luc cho c:ic thi truéng cung cap
dong thcli c:ic doanh nghiep phai cfi ké hoach ph:it trién ciic ngufin luc thi
trucrng.
Moi quan he voi nhfrng doi t:ic truye’n thong cfi xu the cac doanh
nghiep co g:ing ép c:ie nha cung cap gianh loi ve: minh. Cac doanh nghie:p m‹

rong c:ic doi t:ic va ciic cfing tae vién. Thuc hic:n da dang hfia luc luong cung
cap.
Tiing cuong bo sung cfc quan he: mcii voi ten got “cac doi tac mang
tinh can bién” hoac “quan he: thi trufing da chieu.”
Trong ciic linh vuc hoat dong dfi, muc tie:u cc ban phai dat toi la hop
tac chat ché gifra doanh nghié:p va nha cung cap ngay tir buoc dan. Tap trung
vao chat luong hang hfia hay dich vu cung cfip, thuc hién linh hoat trong thfia
thuan, chi phi thap va tao quan hé liiu dfii.
Thi truimg tuyén dung (bo sung): Ngufin lao dong co ky uang lufin
can thiet va bfrc xfic trong chuyen giao dich vu. Day la ngufin luc rat khan
hiém doi vcii c:ic to chtrc kinh doanh dich vu va cite to chuc kinh doanh khac.
Thi trvfing tuyen dung chiu su chi phoi ciia nhieu yéu to, trong do bao ham ca
yeu to phi kinh tc: nhU nhan khau, xa hfii, tu nhien . . .Quan he: cung c:iu trong
thi truong nay dien ra rat phuc tap va bien dong. Do yéu cau chat luong dich
vu cao, nhu c:iu lai nang dong nen doi hfii lao dong viia co ky ning chuyén
sau cao lai vira da dang hfia c mot so loai nganh.


Nhiing cfing nh:in vien co ky niing nghe nghic:p nhu vay dc:u duoc hinh
thanh tit nhtmg nhfim co dfi tuoi sung siic cho phép, dong thcii phai qua cc ché
dao tao ciia xa hfii, chang han he thong dfio tao day nghi, he thong dai hoc,
cao dang. . .Rfi rang nhiing nhan vien dap ting duoc yéu cau ciia thi truong
dich vu phai qua mot v:ii cap hoc va phai co thfii gian thuc tap cfing viéc.
Can nghién ciiu ky quan he: cung cau tirng thoi ky ma co chic:n lit0c
marketing khai thiic hoac tain giau ngufin tai nguyén lao dong. Dac biet doi
vOi chien luoc khai thiic dao tao, cfi the’ mcr c:ic lép dao tao trong doanh
nghiep theo yeu ciiu chuye:n biét hoac dat h g doi vcii c:ic truong, trung tain
dao tao, tai tro cho nhfrng hoc sinh gifii, cfi nhie’u trién vong, giri c:in bfi nhan
vie:n cfi nhieu kha nang di hoc.
Thi truiing uy luc: Day la mot thi trirérng thich hop cho marketing quan

he:. B:ing c:ie giai phap, chién luoc marketing, c:ic doanh nghie:p dich vu trip

trung ngufin luc thie’l lap cac quan hé ciia minh voi ciic nhfim uy luc ciia thi
truéng dich vu nh:inn tao thuiin loi cho hoat dong kinh doanh ciia doanh
nghiep.
C:ic tap doan uy luc tren thi truong gom:
• Trip doan tai chinh — ngan hang: T:ip doan nay anh hucing rat l‹in va
truc tiép Hi hoat dong kinh doanh ciia doanh nghiep. No quyet dinh ve:
von, ve kha nang thanh to:in, luong tie’n mat. . .lam cho hoat dong kinh
doanh ciia doanh nghie’p cfi trci nén thong thoang hay khfing. SU on
dinh va tang truéng Hi chinh la van de song cc›n dfii voi doanh nghie‘
p, no duy tri va tang gia tri co phieu ciia cfing ty trc:n thi truc ng chung
khoan.
• Nhfrng tap do:in kinh doanh cfi uy tin va the: luc: Do la nhfrng hang
kinh doanh 16n chi phoi manh mc: thi triiéng. Doi véi nhiing hfing nhu
vay doanh nghiep c:In co moi quan he: tot dc: tham nhap thi trvéng,
tao cc hfii cho doanh nghiép trong tuonp• lai.
• Cac lire luong chfnh tri: Trong thi truong, cac t:ip doan chfnh tri cling
tham gia chi phoi, nh:it la cac nucic phuong tay. Chinh tri thucing gan


vcii In:it phap vfi quyén Inc. Can tliirc hién cac quan lit de co dvnc so
chap nhan ve: ph:ip ly doi vcii doanh nghiep dong thcii thfia man dvoc
nhung quy ché cua ccr quan quan ly nhfi niréc cite dia phircing.
• Cac luc luong thi trucing (hiép hfii tieu dung, hiép hfii thunng mai, to
chiic bao ve moi truéng . . .) day la nhfrng luc lirong hoat dong manh
trc:n thi truéng bang nhieu hinh thuc co the’ gay ra nhfrng nguy cc
hoac tao ra cc may cho doanh nghic:p. Do dfi cfing ty can tuiin thii cac
diéu
luiit va thic:t lap quan hé th:in thic:n vcii c:ic nhfim, ring hfi nhilng

hoat dong dfing dan va tich circ ciia ho.
Thi truimg bén trong: Do la thi trucrng nfii bfi trong cfing ty bao gfim
toan bfi can bfi cfing nhan vie‘n chiic, nhilng nha cung cap va khach hang
nfii bfi. Khach hang nfii bo cung co nhu cfiu va muon doi hfii doanh nghi‹:p
phai thfia man. C:ic nha nghién ciiu deu thtta nhan riing chi khi nao thfia
man tot duoc nhu cau cua khach hfing nfii bfi, ho moi duc›c giai phfing va
ph:it huy he:t kha nang s:ing tao, tri tue: de’ cung King dich vu co chat luong
cao cho khach hang ciia thi tru©rig bén ngoai.
Doanh nghic:p can phai tién hanh nghién ciiu nhu cau mong muon,
phfin doan thi tracing nfii bfi, tim hieu ciic nguyen nhan chi phoi nhu cau.
Nhu cau mong muon ciia khach hang nfii bfi la gi? Chac chan khfing phai la
dich vu ho tao ra ma la nhtlng nhu cau gan lien vcii cufic song ca nh:in, gia
dinh ho nhu dieu kic:n lam viéc, cc ché giai phfing siic lao dong co ky ning,
thu nhiip, bufic du©ng thang tién, lam viec va nghi ngoi, che: dfi dfii ngfi. . .
Doanh nghiép phai sir dung marketing nfii bfi de’ nghie:n cilii thi triféng nay
cfing vcii nhung giai phap hint hiéu thfia man nhu c:iu va mong muon ciia
nhirng khfich hang riot bfi vi muc tic:u thi truéng ben ngoai.
Marketing nfii bfi the hie:n su thfia nhan vi tri quan trong ciia viec thu
hiit, thiic day, dfio tao va duy tri dfii nghi lao dong co ky na' ng, tao ra cc
ché thfia man c:ic nhu c:in ciia cac thanh vien cling vcli en to chuc phoi hop
giira cac thanh vien trong doanh nghiep. Marketing nfii bo nham khuyen
khich nhtlng thai dfi tot ciia nhfin via:n v‹ii hy vong sé thu hut khach hang toi
doanh


nghiép minh. Marketing nfii bfi dunc coi nhu mot phuong cach hiiu hic:u de tao
ne:n nhirng nguoi hang hai, tai nang trong san xuat cung ting dich vu. Trong
chuyén giao dich vu (gitra nhan vien va khach h g) nhan vien

vat

quan trong thiét lap nc:n nhtrng cfin bang trong xir ly kh:ich hang va gifr
dUDc muc tieu ciia doanh nghic:p, thfia man nhu cau khach hang.
Tir kich ban dich vu ma du kién c:ie nhan vien cr tirng vi trf , dam nh:in
vai tro vi tri dfi trong he thong dich vu. Trén c0 so dfi thie“t ke chinh sach
giao tiép khuyc:ch truong, thong b:to cho nhirng nh:in vien trc:n vé vai tro vi
tri ciia ho trong dich vu. Thuyét phuc ho thuc hién tot vai tro ciia minh dong
thc i kc:I
hop voi vié:c khuyc:n khich loi ich vat chat.

Nhiing cfing cu marketing diing de thu hut khiich hang bén ngoai difDc
:ip dung de duy tri khach hang nfii bfi. Cac hoat dong nghién ciiu marketing,
cite no luc truyén thong ciin hu‹5ng truc tie‘p vao c:ic nhan vién va c:ic lao
dong gi:in tie:p cling nhu kh:ich h g bén ngoai nhfim tao ra va thu hiit doi
nghi lao dong co ky nang de tao ra dich vu co nag suiit va chat luong cao.
II. Chién tune marketing dich vu
1. Chién liioc marketing
Theo Philip Kotler chie’ii luoc marketing la mot he: thong luan die:in
logic, hop ly tain c:in cfr chi dao mot don vi, to chiic tinh to:in c:ich giai quyet
nhirng nhi‹:in vu marketing ciia minh. No bao gfim cac chien luoc cu the: doi
vcii c:ic thi truong muc tie:u, doi voi marketing-mix va muc chi phi cho
marketing. Nhu vay mot chién luoc marketing dat ra phai thfia man nhfing
yéu cau dfi la: (1) phai duoc d:it ra trong mot khoang thoi gian thich hop, (2)
phai khai thac toi da va sir dung hop 1y c:ic ngufin luc hién cfi, (3) phai tao
ra su phat trien cho to chirc va (4) phai tao ra vi tri canh tranh tot nhat.
Mufin dat du0c nhfmg yeu cau tre:n thi mot chien luoc marketing phai
duoc dna trén nhimg c:in cu chiu yeu dfi la khach hang vfi chinh kha nang ciia
doanh nghiep, ciin cii vao doi thii canh tranh.
Can cfr vao khach hang: trong nc:n kinh té thi ti u‹ing dac biet lfi trong
di‹:u kién xa hfii cang phat trién thi nhu ciiu tiéu dting hang hfia va dich vu

gifra cac nhfim dan cu cling ngay cang bi phfin hfia, bcii the: ciing khfing
con thi trucrng dong nhat. De ton tai va phat tric:n, moi doanh nghiép co thé
va can phai chiém duoc c:ic phfin doan khac nhau ciia thi truong. Khfing
chic:in dvoc khach hang, thi doanh nghic:p khfing co doi tuong dé phuc vu va
do dfi, cilng khfing thé co hoat dong kinh doanh ciia doanh nghiép. Do vay

ngu‹ii ta nfii, kh:ich hang la cc st ciia moi chien lucrc, la s0i chi xuyén suot
quit trinh xay dung, trien khai va thuc hien chie‘n luoc marketing ciia bat cfr
doanh nghiep nao.
Can cfr vao kha nang ciia doanh nghic:p: ttr nhfmg nam 80 tro lai diiy,
su ph:it trién cua c:ic doanh nghic:p nhanh h0n toc dfi tang nhu can da gay ra
bao cufic canh tranh vfi cung khoc liet gifra c:ic doanh nghic:p cling nhu
gifra cac quoc gia tren the: gioi. Tinh hinh dfi dfii hfii doanh nghiép phai
Quan trim den viéc khai th:ic the manh cua minh trong hoach dinh chien luoc
marketing. Kha nang khai thac the manh cua doanh nghic:p la mot thuc té,
vi bat cii doanh nghiep nao neu so voi c:ic doanh nghic:p khac deu co nhfrng
die:in manh hon va ye’u hon. Khi hoach dinh chién luoc marketing, doanh
nghié:p co the va ct phai khai thac trie:t de die‘m manh va nhin thang vao
nhfrng han ché rang bufic.
Can ctr vao doi thii canh tranh: cc s‹ dé x:iy dung chic:n lunc
marketing theo can cti nay la so s:inh ciic kha nang ciia doanh nghi‹:p vcii
doi thii canh tranh dé tim ra loi the:.
2. Néi dung chinh ciia chién litoc marketing
2.1 thai phcin chinh ciia chién lime mark:eting
Tir nhung thap nién cuoi cua the ki 20, nhfrng t:ic gia Bac Mi va Tay
Au van thu‹ ng chia chién luoc ra 2 riot dung lcin, dfi lfi phan chién lime va
phan chién thu at.

Nfii chung, ph:in chic:n luoc thuong bao gfim c:ic quyet dinh vfi muc
tic:u dai han, con phan chién thuat lai gan lien voi nhung quyc:t dinh va muc
tie:u ng:in han, trong dfi phan chien lvoc la cc ban va chi phoi trirc tiep phan
chién thuat.

1
4


B:ing 1.1: Nét k h:ic biét giira ph:in chién tune va ph:in chien thu:it

TT

Ph:in chién tune (Strategic Part)

Ph:in chién thufit ("I atic Part)

1

Phan tich moi truong va thi truéng

Xfic dinh cac muc tic:u tirng phfin (theo

(gom cfc yéu to moi trufing bén ngoai

tirng phfin doan thi tru©ng• hoac theo

va moi tracing bén trong)

san pham)

Tim kie:in cc hfii phat trie:n

Tim kic:in phuong tien/cach thuc hién:

- Quy mo thi trufing tic:in nang

- Cach tham nhiip thi tritong

- Cong nghe mii va san ph

4

5

6

moi

- Phucrng phiip cong nghe: mcii

- Nguon nguyén lie:u mcri.

- Phuong tic:n quang ciio

Xac dinh muc tie‘u dai han

Trii bi Hi chinh ngan han

- Doanh so va thi phan

- Von tu co

- Loi nhuan

- Von di vay ngan hang

- An tot

- Von huy dong tir cac co dong

Lua chon thi truéng muc tiéu dai han

Lap ke hoach thi truéng ngiin han

- Thi truéng chinh (chiu dao)

- Theo tirng phan doan thi truong

- Thi truong phu (bo tro)

- San ph:inn va ban hang

An dinh ngan sach dai han

Thuc hién ke: hoach ngan han

- Von dfiu tu cac hang muc

- Ke hoach tiéu thu

- Kha nang ng

- Quang cao.

sach.

L:ip chuong trinh ké hoach dai han

To chiic kiem tra, die:u chinh

- Thi truéng

- Kiem tra

- San phiim

- Did:u chinh, sira doi.
N gucin.‘ Le mai keting( D ents Lincloii, 1981)

2.2 Céc cép quyét dinh chién liroc inarketing
Theo cac gifio su Denis Lindon va Philip Kotler, co ba cap quyét dinh
trong chic:n luoc tong the hay chien luoc marketing- mix
‘Cap quyet dinh thu nhat xac dinh chien liroc tong the marketing, xac
dinh linh vuc hoat dong (o thi tracing nfio? san pham p•i?).


C:ip quye:t dinh thii hai x:ic dinh ciic chfnh sach/chién luoc c:iu thanh ciia
marketing-mix, bao gfim st pham, gia ca, phan phoi va yem tr0 (xtic tiéu).
Cap quyet dinh thfr ba dna ra nhtrng van de chién thuat ngan han theo

nam hofic quy, thang thang tham chi hang tuan.
Khi quy mo kinh doanh ciia cfing ty cang mci rong thi y nghia ciia 2
cap quye" t dinh chién luoc (thii nhat va thii hai) cang lon, dac bic:t la cap
chién lu0c tong the: hay chic:n luoc marketing-mix.
So d ti 1.2: Ba c:ip quyét dinh chién tune marketing
Chien lvoc tong the

Ngucin. Action Commercial Mai catiqtie( G.Mansilloli, I.Duboin ,1992 )
Chi¼n lifoc tong the: bao triim 4 Ps (ProduCt, Price, Place, Promotion).
Tuy nhic:n cfip quye:t dinh chien thuat cling riit quan trong boi no gan lien vcii

hanh dong thuc thi trien khai ca 2 cap quye”t dinh va dam bao su thanh cong
cua chien luoc. Theo quan diém cua ciic nha quan ly chien luoc, moi bucic di
trong thuc té con quan trong hon ca mot lo chuong trinh.
3. Céc loai chién liicrc marketing
3.1 Chién In:cc marketing ting thé’
3. I .1 Chi’én luoc marketill 8 kliong plién bi’ét
Do la chic:n luDc marketing theo dfi doanh nghic:p khfing xem xét
nlurng khac brit gibra cac phan doan thi trufing md theo duoi to:in bfi thi

1