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,

qua neu trong 1u~n

van Ia trung thljc va chu'a tll'ng du'<;jc ai cong

ke't

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
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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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• ............................................................................... .. 1
a1
ni¥m ve/II mark eting

. . Kh
111

'A

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~

.............................................. 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
v~n

1.3.1 Thi truong
1.3.2 Thi truong

v~n

tai hanh khach ........................................................................ 6
tai hang h6a ........................................................................... 6


IV

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1.4 CAC YEU TO TAC E>QNG BEN NHU CAU VAN TAI HANG KHONG ... 7
1.4.1

Thun~p

.......................................................................................................... 7

1.4.2 ~oang

each di l~i

.······· .................................................................................. 8

, yeu
,(' to,(' d'lC h bA~n h, b,('
~
. h-an toan
' ............................... . 9
1.4.3 Cac
at on
ch'm h tri'·'an mn
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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
? ph~ am va' d'lCh V\1 v~n A t?a1 h'ang khAong ................................................... . 11
1.7.1 San
0

? p h~ am v~n A t?a1 h'ang khAong ......................................................... .. 11
1.7.2 GI' a, ca? san
0

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

vA

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~
2.2.1.3 Bi~u

ki~n

va khoa hQC ky
tlJ' nhit~

thu~.

............................................................. 23

...................................................................................... 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

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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
,.. t ac
/ ngh'1en
" cuu
.~
d 01
K'· th?
. / cong
/ 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
2.4.3 Danh gia h~

.................................................. 37

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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,.. ta1 h'ang kh"ong ................................................... . 44
/ ve;:, th'l truong
vc:tn
3.1.1 D1! bao
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• v·1etnam A'1rI'1nes .................................................. .46
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\IC t1eu
a nen cua
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3.2 CAC GIAI PHAP NHAM HOAN THI~N

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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


VI

3.2.1.3 Ba d~ng

h6 a gia cu'oc ........................ ,........................................................ 50

3.2.1.4 Tang cu'ong cac ho~t

3.2.2 T6 chuc thu th~p
3.2.3 Bffy m~nh

d()ng qmlng cao, XUC tie'n thU'dng m~i.

.................. 51

thong tin ............................................................................ 52

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
.
ch'1 ph~
3 .2.6 N ang
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~
tK
l<
' th'"
b"Q may
I~n

o ch•?uc va' nguon
nh"an 1lfc ......................................... .. 55
3 .2.7 Hoan

a k-y thu~ "t ................................. .. 56
3 .2.8 HI~n ," d ~ , hoa~ d"QI• t'au b ay va' cd suJl v~ "t ch,.(t
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
TAIL~UHMKO

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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

lATA

International Airlines Transport Association
Hi~p

ICAO

h()i V~n

Nam

tai hang khong qu6c te'

International Civil Aviation Organization
T6 chuc Hang khong dan dvng qu6c te'

RPKs

Revenue Passenger- Kilometers
San ht<;1ng v~n

SARS

chuyen hanh khach theo km

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 nh 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~n

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

chuy~n v~n

Bang 2. 7: So'li~u

v~n

hanh khach cua cac hang nam 2003 .................... 30

Bang 2. 8: San 1uqng v~n

chuy~n

hanh khach cua Vietnam Airlines 1999-2003 ...... 34
chuy~n

hang h6a cua Vietnam Airlines 1999-2003 ..... 34

Bang 2. 9: Danh gia cua hanh khach v~

Bang 3. 1: D\l' bao thi tru'ong v~n

dich V\l cua Vietnam Airlines ................ 38

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

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

v~n

tai

h~tn

khach Vi~t

....... s

khach

40

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

47

chuy~n

h~tn

khach cua Vietnam Airlines 2005-2010


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MODAU

1. Tinh ca'p thie't cua d~
Voi xu the' to~m

tai

cffu hoa n~

quO'c gia du'qc md r<)ng se thuc d~y

kinh te' the' gioi, quan h~
cac quan h~

giii'a Vi~t

kinh te' nhu' thu'ong m~ti,

du lich ... phat triSn theo, ta't ye'u dftn de'n tang nhu cffu v~n
gia voi nhau. Ben C(;lnh d6, hang lo(;lt cac

hi~p

dffu tu',

chuySn giii'a cac quO'c

dinh thu'ong m(;li va cac

hang khong giii'a CaC quO'c gia du'QC ky ke't Se t(;lO ki~n di~U
kinh doanh dich Vl) v~n

Nam va cac

thu~n

hi~p

dinh

lqi cho linh Vl,l'C

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
CUQC chie'n tranh giii'a My va I-r~c,
nhi~u

cac Sl,l' ki~n

ngay 11/09/2001 t(;li My;

khung bO' di6n ra lien t'l)C t(;li

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

hu'dng Ion toi thi tru'ong v~n

tai hang khong.

Ben c(;lnh d6, xu huang ngay cang c6 nhi~u
doi va tham gia vao thi tru'ong v~n

kinh doanh v~n

tren the' gioi da anh

hang hang khong chi phi tha'p ra

tai hang khong tren the' gioi, lam cho mo hlnh

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

thi truong, Vietnam Airlines cffn phai c6 nhi~u

giiii pha p d~

tren

tang cu'ong kha nang

C(;lnh tranh cua mlnh. Trong d6, giai phap marketing c6 vai tro ra't quan trQng

nhi~u

trong

vi~c

xay dl,l'ng m<)t hang hang khong thanh cong tren thu'ong tru'ong. C6
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~m

cong cua m
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~

phap nhllm hoim thi~n

tai "M()t

s6 ghii

chie'n hif!c marketing cua Vietnam Airlines giai do~n

2005-2010 ".
2.

dich nghien cull
Mt;~c

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
thi~n

van d~

xua't m
hoan

chie'n lu'<;tc marketing cua Vietnam Airlines.

3. D6i tti«;fng va ph~m

D6i tu'~ng

vi nghien cull

nghien cU'u: lu?n van t~p

marketing trong linh

Vl;l'C

trung nghien cU'u phan tich ho:;tt d<)ng

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

khong va cac giai phap v~

tai hang

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~

phu'dng phap th6ng ke, so sanh, dl;t bao va phan tich d~

marketing, cac

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

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

cac tac gia trong va ngoai nude va m9t s6 tu' li~u

thu th?p du'
nghien cuu cua

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

s6

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,

T~

vi~t

ngu'oi t~n

tlnh hudng dfin nguoi

hoan thanh lu?n van nay. Cling xin cam dn cac Thfty, Cod Truong Dc_li Kinh
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
tlnh hudng dfin, dong gop

y ki~n,

trong nganh Hang khong da nhi~t

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~

trong IInh vlfc kinh doanh dich V\1
khong c6 cd sd khoa h9c trong vi~c

v~n

marketing va marketing

tai hang khong se giup cho cac hang hang
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
trong hol;lt d<)ng marketing dS d~

ra nhung giai phap phu hqp nh~m

ffil;lnh

hoan thi~n

chie'n lu'qc marketing cua mlnh.
Trong chu'dng nay se trlnh bay m9t so' va"n d~
marketing hang khong: khai

ni~m.

marketing, phan khuc thi tru'ong v~n
nhu c§u v~n

v~

marketing va

vai tro va moi tnl'ong hol;lt d<)ng cua
tai hang khong, cac ye'u to' anh hu'dng de'n

tai hang khong, dlf bao nhu c§u v~n

martketing va h~

ly lu~n

tai hang khong, chie'n lu'qc

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.
k~t

Trong nhi~u

tlnh the', tac dl:lng cua hol;lt d<)ng nay quye't djnh de'n

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
each c6

hi~u

nh~

bie't, dlf doan va thoa man nhu c§u cua khach hang m9t

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~

cong trong Marketing Ia kha nang nh~

rut ra ke't lu~n

rttng: Bi quye't thanh

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
1.1.2.1

tai hang khong

Marketing hang khong

Marketing trong kinh doanh dich vv v~n
nhttm nh~

tai hang khong la qua trlnh quan tq

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,
th\l'c cha"t marketing trong kinh do~nh

dich vv v~n

d~

hi~u

tai hang khong, ta cftn xem xet

nhii'ng ye'u tO' sau day:
-

Nhu cftu chuy~n v~n
chuc v~

bttng duong hang khong la nhu cftu cua ca nhan hay t6

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
cua marketing trong v~n
cua marketing trong v~n

tai hang khong. BO'i tll'qng

tai hanh khach la hanh khach, trong khi d6 dO'i tU'qng
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~m
doanh, tt;tO Slf khac bi~t

cftu v~n

chuy~n

cong cua chie'n ht<;jc kinh

cho san phffm Va dich Vl,l khong nhung dap ung dliQC nhu

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
pho t6t cae thach thuc cua ct;tnh tranh va bao dam vi the' ct;tnh tranh thu~n

qua se do'i
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~
h!c luqng eo quan h~

va khoa h9c-ky

thu~

va tlf nhien. Moi truong vi mo la nhung

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
V~n

Moi trn'ong kinh te'
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
ca, no con phl,l thu<)c rfft nhi~u
ki~m

va cac di~u

ki~n

ph1,1 thu<)c vao nhu cftu va gia

vao tlnh hlnh kinh te', muc thu nh~p,

nhu cftu tie't

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
qua.


4

Gffn day, quan h~
ngay m9t ch~t

giil'a tang tntdng GDP va tang tntdng v?n tcli hang khong

che hdn nen t6c d9 tang tntdng GDP c6 th~

tu'dng d6i vil'ng ch~

du'<;1c coila m9t can cu

cho t6c d9 tang tru'dng v?n t:H hang khong.

Du Jich cling Ia m9t trong nhil'ng linh vlfc c6 quan
khong. Cac hang hang khong ho~t
du }ich phat tri~n

va ngu'<;1c l~i

h~

hil'u cd voi v?n tai hang

d9ng t6t la m9t ye'u t6 thie't ye'u khuye'n khfch
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~

S\f phat tri~n

va khoa hQC ky thu~

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,

S\f phat tri~n

cua khoa hQC cong ngh~

tang an to an, tang so" ghe' ng6i, ...

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
khoa hQc ky thu?t d~

tu d6 c6 th~

lam chu du'<;1c cong ngh~

d~

chu ch6t trong
tang l<;1i the' c~nh

tranh vil'ng ch~.

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, ... Ye'u t6 chi phi dffu vao nhu' nhien li~u,
tang chi phi ho~t

bay, san

nhan cong, ... tac d9ng trlfc tie'p lam

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~c

chuye'n bay, h~

ca't canh, ...


5

1.2.2 Moi truong vi mo
1.2.2.1
Vi~c

Khach himg
nh~

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
tntong v~n

tai hang khong bao g6m thi tn.tong v~n

tai hang h6a. Trong do,

thi tntong
v~n

tai hanh khach va

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~,

ky
thu~

m~t

cac cong ty cung ling cac djch Vlf khong btu, djch V\1 sua't an, djch Vlf
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

hang hang khong ti~m

bi gia nh~p

va cac

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

tai du'ong thiiy. Nhan dC;tng va phan tich dO'i thii CC;tnh tranh la ra't c~n

v~n

thie't cho

hoC;tt d()ng marketing ciia cac hang hang khong.

1.2.2.3

T
hi~m

Cac t6 chile tai chinh-tin dlfng bao g6m ngan hang, cac cong ty tin dlfng, bao
va cac cong ty h6 tr
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

d6, cac hang hang khong c6 th~

1.3.1 Thf tru'ong v~n

di~m

khac nhau, can eli vao cac d~c

phan lo(;li thi tru'ong nhu' sau:

bii hfmh khach

Cac phan khuc ml}C tieu chinh truy€n th6ng trong v~n
he't cac hang hang khong ngay nay CO th~

tai hanh khach cua hgu

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~

ho~c

phan thanh: khach di theo ml}c dich cong Vl}

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~c

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
Thi tru'ong v~n

tai hang boa
tlli hang h6a phl} thu()c ra"t IOn vao thi tntong v~n

khach, tuy nhien thi tru'ong v~n
thi tru'ong

v~n

tai hanh khach. Phan khuc thi tru'ong

hang hang khong c6 th~
-

tai hang h6a cfing c6 tinh d9c l~p

tu'dng d6i voi

tai hang h6a cua cac

phan lo(;li nhu' sau:

Can eli vao nhu cgu chuy~n v~n
thanh thi tru'ong v~n

v~n

tai hanh

chuy~n

hang h6a trong va ngoai nu'oc ta c6 th~
hang h6a qu6c te" va hang h6a n9i dia.

phan


7

-

Can cu vao khu vl;(c dia ly c6 cac thi tntong sau: thi tntong chau Au, B~c
Dong NamA, Dong B~c

My,

A, ....

1.4 CAC YEU TO TAC DQNG DEN NHU CAU V~N
Nghien cuu cac ye'u

t6 anh hu'dng de'n nhu cffu

TAl HANG KHONG
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
tang v~

(xem hlnh 1.1). Ne'u c6 slf gia

gia ve thl chuye'n di se bi xem xet lqi do thu nh~p

gia tang v~
Muc thu nh~p

gia ve. Khi muc thu nh~p
la nhan

da bi anh hu'dng bdi st;(

tang len thl xu hu'ong di du lich se tang.

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
(khong trich til thu nh~p

ve do cong ty thanh toan

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

5. d~

d~mg

huy va d~t

ch6; 6. gia; 7. khong

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
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

Voi khoa11:g each di l~i
vi~c

di l~i

cua khach du'qc minh hQa CJ hlnh 1.3. Xu

tren 1000 km.

dttoi 500 km, xu hu'ong sti' dvng oto ke' de'n Ia xe lti'a trong

se du'QC u'a chu9ng nha't. Di l~i

khi khoang each di chuy~n

brtng oto c6 xu hu'ong cang giam m~nh

cang tang. Ngu'QC l~i,

httdng tang khi khoang each di chuy~n

di l~i

brtng may bay c6 xu

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
v~n

chuy€n se giam khi khoang each tang. Tuy nhien, voi thoi gian

chuy€n nhanh se la gia tang nhu cffu di Ic,li.

cac phu'dng ti~n

v~n

voi m9t gia ca b~ng

tai thl khach se chQn phu'dng ti~n

1.4.3 Cac ye'u tO' djch b~nh,

nhau gifi'a

di lt;ti nhanh nha"t.

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

1.5 Dl} BAO MDC CAU V~N

TAl HANG KHONG

Ba't eli' m9t hang hang khong nao muO'n thttc hi~n
marketing cua mlnh d€u cffn phai dlf bao cffu v~n
v~n

tai hang khong nh~m

tai hang khong.

thanh cong cac chie"n luqc
t:li hang khong. Dtt bao cffu

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 h~ng nh~p

nam vao lttc luqng di lt;ti b~ng
hu'ong di lt;ti b~ng
-

may bay nhu' s5 lu'qng blnh quan khach di lt;ti b~ng

Phan tich cffu: phan tich cac ye"u tO' anh huC1ng de"n cffu v~n
tang tru'C1ng GDP, thu nh~p,
gian V~n

-

may bay. Ngoai ra cffn phai nghien cuu xu

gia ca v~n

chuy€n, khoang each v~n

may bay.

tai hang khong:
chuy€n, thoi

chuy€n, chit lu'qng san phffm, dich V\1.

Dv bao cffu: ky thu~

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
Mhlnh, cac ye"u to' ltnh hu'dng de"n nhu C~U
hang khong du'qc tht;tc hi~n,

phan khuc

thi tru'ong da djnh

du'QC XaC djnh Va dt;( bao nhu C~U

cac hang hang khong c6 th~

l~p

V~n

tcii

chie'n lu'qc

marketing cho mlnh.
Xay dt;tng chie'n lu'qc marketing trong kinh doanh v~n
cd

tili hang khong dt;ta tren

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

thoa man thj tru'ong mvc tieu to't hdn do'i thu

qua cao. Mo'i quan h~

marketing du'qc bi~u

di~n

giua thoa man thi tru'C1ng mvc tieu va

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
cho nhi~u

tai hang khong la lo~i

d6i tu'qng c6 mvc dfch di l~i.

nhau Va d6ng thoi la lo~i
c~nh

tranh trt;(c tie'p ho~c

san phffm djch V\1 du'QC cung U'ng va ban
mll'c thu nh~p,

san phffm djch V\1 CO nhi~u
gian tie"p. Do v~y

cac ho~t

CUa marketing-mix trong kinh doanh djch V\1 V~n

t~p

quan tieu dung, ... khac
cac san phffm tu'dng d6ng

d<)ng marketing chll'c nang
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
du'QC t6 chuc trong mQt h~
cac tinh chfft, quy lu~t

thO'ng d~c

thu cua mQt nganh kinh doanh dich Vl,l voi

rieng phu h
Sl,l' bie'n d6i CUa moi tntong C~nh

phcii

CUa dO'i tu'qng khach hang va

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

khach va hang hoa, hanh ly' bu'u ki~n

chuy~n

hanh

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

nha't; thu'ong nhan va ph6 thong. Cac di~u
chuy~n

ki~n

ra Sl,l' da d~ng

dich Vl,l:

lien quan de'n hqp d6ng v~n

(bay dem, mua ve tru'oc 1 thang, mua ve cho ca hai chi~u

h
h~ng

cua san phffm V~n

chuy~n

diva v~)

ke't

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

co sd cac ye'u tO' thi tru'ong va c~nh

tai hang khong du'qc xay dl,l'ng tren

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.

tac d9ng gian


12

1.7.3 Phan ph6i san phdm va dfch VI} v~n
Phan phO'i san ph~m

va dich V\} v~n

tai hang khong
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

dO'i tu'<;Jng c6 m\}c

dich di

l~i,

v~n

tai hang khong du'<;Jc cung ung cho nhi~u

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
ho~c
D~i

-

d()ng trong khuon kh6 BSP (Bank settlement plan)

ngoai khuon kh6 BSP.
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
ban tr\l'c tie'p (ne'u Ia d~i
-

ly du lich ban si) ho~c

Iy du lich ban le ).

m~ng

Ban tr\l'c tie'p cho cac Cong ty, khach hang Ion (corporate account). DO'i tu'<;ing
di l~i

t5 chuc IOn,

ph\}C V\1 Ia m()t b() ph~n

ph\} trach va'n d~

thu'ong c6 quan he$ ch~t

che voi hang hang khong chu nha d€ sfr d\}ng t6i da

cua cac Cong ty,

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

ra m(>t mile gia hqp ly va chu~n

phO'i, m~t

bi cho san ph~m

hang hang khong phai du'a
san sang trong h<$ thO'ng phan

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

cho khach hang cac thong tin dgy du, r5 rang ve nha v~n
ph~m,

dich Vl,l CUa nha V~n

chuy~n,

chuy~n,

tC;lO cac dieu ki<$n thu~n

ve cac san

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
ph~m.

du'a toi

vi<$c ban san

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,
nhi~u

dich Vl,l cua hang, du'a thong tin de'n k.hach hang d

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