Một số giải pháp nhằm hoàn thiện chiến lược marketing của Vietnam Airlines giai đoạn 2005-2010

BQ GIAO Dl)C vA DAO T~O
TRUONG D~I HOC KINH TE TP. HO CHi MINH

HOANG DUC HUAN

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MOT SO GIAI PHAP NHAM HOAN THI~N
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CHIEN Lu'(1C MARKETING CUA VIETNAM AIRLINES
GIAI DO~N 2005-2010

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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

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Ml}C Ll}C

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LOI MO E>AU
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CHU'ONG 1: LY LUAN CO BAN VE MARKETING VA MARKETING HANG
KHONG ...................................................................................................................... 1
1.1

KHAI QUAT VE MARKETING ...................................................................... 1

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ni¥m ve/II mark eting
. . Kh a1
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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
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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


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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
, yeu
,(' to,(' d'lC h bA~n h, b,('
~ ch'm h tri'·'an mn
. h-an toan
' ............................... . 9
1.4.3 Cac
at on
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1.5 D.U' BAO M C CAU VAN TAI HANG KHONG ........................................... 9

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1.6 CHIEN LU'<)C MARKETING TRONG KING DOANH DJCH VTJ VAN TAI
HANG KHONG ....................................................................................................... 10
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1.7 MARKETING-MIX TRONG KINH DOANH DJCH Vl) VAN TAI HANG
KHONG10
A t?a1 h'ang khAong ................................................... . 11
? ph~am va' d'lCh V\1 v~n
1.7.1 San

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A t?a1 h'ang khAong ......................................................... .. 11
1.7.2 GI' a, ca? san
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A ph,(''
? ph~am va'd'lCh V\1 v~n
A t?•
173
. . Ph an
01 san
a1 h'ang khAong ................................. .. 12
, t',('
, t',('
? cao
174
. . Quang
1ep th'l, xuc
1en thu'dng m~I. .................................................... .. 13
TOM TAT CHU'ONG 1 ........................................................................................... 14
CHU'ONG 2: PHAN TICH

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BANH GIA HOAT BONG MARKETING
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TRONG KINH DOANH DJCH Vl) VAN TAI HANG KHONG CUA VIETNAM
AIRLINES ................................................................................................................ 15
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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


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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
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2.3 PHAN TICH TINH HINH KINH DOANH

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VlJ VAN TAl HANG

KHONG CUA VIETNAM AIRLINES TRONG THCH GIAN QUA ..................... 33
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2.4 DANH GIA HOAT DQNG MARKETING CUA VIETNAM AIRLINES .... 36
. / cong
,.. t ac
/ ngh'1en
" cuu
.~ d 01
K'· th?
/ h g1a
u q.n h tranh ...................................... . 36
2.4. 1 D an
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

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MARKETING CUA VIETNAM AIRLINES ......................................................... .41
TOM TAT CHUONG 2 ........................................................................................... 43
CHUONG 3: MQT SO GL.\I PHAP NHAM HOAN THI~N CHIEN LUQC

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MARKETING CUA VIETNAM AIRLINES TRONG KINH DOANH DlCH VlJ
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VAN TAl HANG KHONG GIAI DOAN 2005-2010 ............................................ .44
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3.1 NHuNG CAN C DE XA Y Dl:JNG GIAI PHAP ......................................... 44
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/ ve;:, th'l truong
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,.. ta1 h'ang kh"ong ................................................... . 44
3.1.1 D1! bao
vc:tn
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• v·1etnam A'1rI'1nes .................................................. .46
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a nen cua
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3.2 CAC GIAI PHAP NHAM HOAN THI~N CHIEN LUQC MARKETING
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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

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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
" cao nang 1lf. c chuyen
" chllu dKe g1am
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ch'1 ph~!. ........................................ . 55
3 .2.6 N ang
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l<
I~n b"
Q may
o ch•?uc va' nguon
nh"an 1lfc ......................................... .. 55
3 .2.7 Hoan
," d ~~, hoa~ d"QI• t'au b ay va' cd suJl v~"t ch,.(t
a k-y thu~"t ................................. .. 56
3 .2.8 HI~n
3.3 NHUNG KIEN NGHJ ........ " .......... " .. "" ........................... """" "" ................... 57
3 .3.1 Kie'n nghi voi nha nuoc ................................................................................. 57

,.( ngh'l
3.3.2 Ki en

A'
Vui

b"Q ngan
' h 1'"
1en quan ............................................................... . 59

TOM TAT CHUONG 3 .................... "" ...... """ .... """" .... "" .............. " ................... 59
KETLUAN
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TAILI~UTHAMKHAO

PHlJ LlJC


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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

WTO

Vi~t

Nam

World Travel Organization
T6 chuc Du lich the' gioi


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DANH Ml)C CAC BANG
Trang
,.,Jl
GDP cua mQ"t soK nen
~ ki n h t.K
e .................................... . 18
B ang 2. 1: M'uc tang truvng
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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


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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
Hlnh 2. 1: Co cffu ngu6n thong tin cung cffp cho h~mh khach

Hlnh 3. 1: Dl,l' bao thi tntong

v~n

tai

h~tnh

khach Vi~t Nam 2005-2010

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Hlnh 3. 2: M1,1c tieu doanh thu cua Vietnam Airlines giai do(;ln 2005-2010

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Hlnh 3. 3: M1,1c tieu v~n chuy~n h~tnh khach cua Vietnam Airlines 2005-2010

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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

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de'n sl;l' th~mh cong cua mmarketing (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 mthi~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


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dl,lng vao thl!c ti~n cho phu hv1,1 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'vi~t.

5. K~t diu lu(ln van
Lu?n van co kh6i lu'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'CHu'dNG 1:

LY LUAN co BAN VE MARKETING vA MARKETING HANG

KHONG
CHUONG 2: PHAN TfCH v A DANH GIA HOAT DONG MARKETING
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TRONG KINH DOANH DJCH VlJ VAN TAl HANG KHONG CUA VIETNAM
AIRLINES

cHuaNG

3: MOT

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GrAr PHAP NHAM HoAN THreN cHIEN Lu'Oc

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MARKETING CUA VIETNAM AIRLINES TRONG KINH DOANH DJCH Vl,J
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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~


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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
d~c

tai hang khong Ia m()t nganh dich vv nen khai ni<%m marketing c6 nhii'ng

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:
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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.

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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.

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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, Mpho 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

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, ...


5

1.2.2 Moi truong vi mo
1.2.2.1

Khach himg

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
tntong v~n tai hang h6a. Trong do,

thi tntong

v~n

thi

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
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

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
hph~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 ch9 n phttdng tic%n
Ty

1~
100

h.h:kh (%}
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.

voi 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 khachkm, 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
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

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
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-

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 hSl,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
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'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 chie'n lu'qc (Image Positioning Advertising): la dinh vi hlnh anh, uy
tin cua hang tren thi tru'ong (mC;lng du'ong bay, d(>i may bay, cha't lu'qng dich
V\1, ... ) qua d6 gay slf chu y, thuye't ph\lc khach hang tin tu'dng llfa ch<;>n hang.
Quang cao chie'n lu'QC du'QC thlfc hi<$n tren toan ffiC;lng voi nQi dung thO'ng nhfi't