Một số giải pháp mở rộng thị trường nội địa của công ty seaspimex , luận văn thạc sĩ

BO. GIAO DUC
. v A ,...,BAO TAO

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TRUONG BAI HOC KINH TE TP.HO CHI MINH
-~

DUONG ViNH THU~N

MOT

so. GIAI PHAP MfJ RQNG THJ TRUONG NQI DJA
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CUA CONG TY SEASPIMEX

LU~N

Chuyen nganh : Qmin trf kinh doanh
Ma s6 :
5.02.05

VAN TH~C

SI KHOA HOC KINH TE

Nguoi huang dfin khoa h9c
PGS.TS.

vo CONG TUAN

THANH PHO HO CHI MINH- NAM 2003


MUC
LUC
•
•

CHUONG 1 : CO s(i LY LU~N
1.1. · Khai ni~m
1.1.1. Khai

v~
ni~m

1.1.2. D()ng cd d~
1.1.3. Cac Io~i
1.1.3.1.
1.1. 3. 2.
1.1.3.3.
1.1. 3 .4.
1.1.3.5.

VE THJ TRUONG CUA DOANH NGHitP

thj tntong cua doanh nghi~p-1
------------------··-················-·---------------------------------------1
mO' r()ng thj tntong --------------------------------------------------1
thj trliong ------------------------------------------------------------------2

Thi tniong cua ngu'oi tieu thl;l ---------------------------------------------2
Thi tru'ong cua ngu'oi che' t(;l o ---------------------------------------------- 2
Thi tru'ong cua ngu'oi ban ll;li ---------------------------------------------- 2
Thi tru'ong ct'1a chinh quy~n
------------------------------------------------ 2
Thi tru'ong qu6c te'----------------------------------------------------------- 2

1.2. Nghien cti'u thj trliong ---------·-········----------------------------------------------3
1.2.1. Xac dinh
. nhu cdu thi. trliCing ------------------------------------------------------3
1.2.2. Phlidng pha p nghien cti'u thj trliong --------------------------------------------3
1.2.2.1.

Dlj doan lu'Qng d u thi tru'ong --------------------------------------------- 3

1.2.2.2.

Dlj doan lu'Qng c~ u tu'dng lai ----------------------------------------------- 3

1.2.2.3.

Phan khuc thi tru'ong --------------------------------------------------------4

11 Phan khuc thi tru'ong --------------------------------------------------------------4
2/ Xac dinh cac phan khuc thi tru'ong hffp d~n
-----------------------------------4
3/ Yeu c~u
cua phan khuc thi tru'ong ----------------------------------------------5
4/ Llja chQn thi tru'ong ml;lc tieu ---------------------------------------------------- 5
51 Binh vi san ph£m ------------------------------------------------------------------ 5

I


1.3. Nhfi'ng nhan to' lien quan de'n vi~c
mO' r()ng thi trtiO'ng ······················-5
1.3.1. San phttm -----········································································-5
1.3.2. Ghi ca ·····························•····••·•···•··•·••··••······•·••·•·•·••••••··•······· 7
1.3.3. Phan pho'i -··········································································· 10
1.3.4. Chtio'ng trinh xuc tie'n ············••···•·········•••···········••••·•·•·•·•••····· 12
1. 3 .4.1. Quang ca 0 ----------------------------------------------------------------- 12
1. 3.4.2. Khuye'n miii ---------------------------------------------------------------- 12
1.3.4.3. Giao tie'p voi cong chung ------------------------------------------------ 12
1.3.4.4. Ban hang ca nhan --------------------------------------------------------- 12
1.3 .4.5. Tie'p thi tn;t'c tie'p---------------------------------------:.. ___________________ 12
1.3.5. Thie't l~p
ngan sach chtio'ng trinh xuc tie'n ································13
1.3.5.1. Xac dinh theo ph~n
tram tren doanh thu ------------------------------ 13
1.3.5.2. Xac dinh theo s6 ti~n
c6 du'<;Jc------------------------------------------- 13
1.3.5.3. Xac dinh theo c<;tnh tranh------------------------------------------------- 13
1.3.5.4. Xac dinh theo nhi~m

Vl;l phai thl;t'c hi~n13

VE HO~

CHUONG 2 : PHAN TICH THl}C TR~NG
N(>I DlA CONG TY SEASPIMEX
2.1. D~c
2.1.1.
D~c

di~m
di~m

T DONG THl TRUONG

thi trtiO'ng n()i dja hi~n
nay ··································-----···· 14
...........•............•..•..•.•...-. ....•..•••.•.••..••.•••.......••..•.••. 14

2.1.2. Nhfi'ng nhan to' anh htiO'ng de'n thi trtiO'ng n()i dia -······················-14
2.1.2.1. Thu nh~p
gia dinh -------------------------------------------------------- 14
2.1.2.2. Quan ni~m
ve san ph.fm ------------------------------------------------- 15
2.1.2.3. ve bao bi, nhan hi~u15
2.2. Phan tich ho~t
d()ng thi trtiO'ng n()i dja cong ty Seaspimex ··············--16
2.2.1. Danh gia Vf san phtlm ciia cong ty ............••....••..•...................• 16
2.2.1.1. Cac san ph2.2.1.2. Tinh hinh tieu th~l

san ph2.2.1.3. San ph.fm d6i thu c<;tnh tranh -------------------------------------------- 22

II


2.2.2. Danh gia v~ chinh sach gia ----------------------------------------------------- 23
2.2.2.1. Gia ca m(lt s6 m~t
hang chu h,tc ---------------------------------------- 23
2.2.2.2. Danh gia v€ chinh sach gia ---------------------------------------------- 24

, h p h"'an ph""'
, h gia
. , ve~ ch'Inh sac
2.2 .3. D an
OI ------------------------------------------- 24
, h gia
. , ve~ ch'In h sac
, h xuc
, t'Ien----------------------------------------------,...,
25
2.2 .4. D an
2.3.

Phan tich di~m

m~nh,

di~m

ye'u, cd h()i va nguy cd v~

thi tru'ong n()i dja

------------------------------------------------------------------------------------------------------- 26
2.3.4. Di~m
m~nh
v~ thj tru'ong n()i dja --------------------------------------------- 26
2.3.4. Di~m
ye'u v~ thi trtiong n()i dja ------------------------------------------------ 26
2.3.4. Cd h()i v~ thi tru'ong n()i dja----------------------------------------------------- 27
2.3.4. Nguy cd v~ thi trtiong n()i dfa--------------------------------------------------- 27

Cac va'n d~ con t6n t~i
trong ho~t
d()ng thi tru'ong n()i dja cua cong ty
Seaspimex trong thOi gian qua ----------------------------------------------------- 28
2.4.1. v~
chinh sach san phdm -------------------------------------------------------- 28

2.4.

2.4.2. v~

chinh sach gia ------------------------------------------------------------------ 29

2.4.3. v~

chinh sach phan pho'i --------------------------------------------------------- 30

2.4.4. v~

chinh sach xuc tie'n ----------------------------------------------------------- 31

2.4.5. M()t so' va'n d~ t6n t~i khac ----------------------------------------------------- 32
2.4.5 .1. v nhan hfc ---------------------------------------------------------------- 32
2.4.5.2.
nang h,tc san xua't ----------------------------------------------------- 32
2.4.5. 3. v thu'dng hieu ------------------------------------------------------------ 33

e
ve
e

CHUONG 3 : MOT SO GIAI PHAP MCONG TY SEASPIMEX
3.1.

Quan di~m

phat tri~n

3.2.

Ml,lc tieu phat tri~n

thi trtiong n()i dja cua cong ty Seaspimex --------34
thf trtiong n()i dja cua cong ty Seaspimex -----------35

III

3.3. MC)t s6 giai phap md r()ng thf truong tieu th1,1 n()i (ija ----------------------35
3.3.2. Giai phap 1 : T6 chti'c va nang cao hi~u
qua ho~t
d()ng ciia be) ph~n
tie'p thf ho~c
phong Marketing ---------------------------------------------------- 35
~
2 : H oan
' th"'
"~
3.3.2. GIai p h ap
I~n
cur~ cau
san p h"'
am--------------------------------- 37
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?

3.3.2. Giai phap 3 : Xay dl}'ng chinh sach gia hc;ip ly

----------------------------- 42

.?. p h~ ap 4 : H oan
' th'"
3.3.2. G1a1
wn h"~ th"'
ong ph"an p h"''

01 ----------------------------- 45
3.3.2. Giai phap 5 : Xay dl}'ng chinh sach xuc tie'n-------------------------------- 48
3. 3. 5 .1. Quang ca 0 ------------------------------------------------------------------- 48
3. 3.5 .2. Khuye'"n mai ------------------------------------------------------------------ 50
3. 3.5. 3. Tie'"p thi tn;c tiep ------------------------------------------------------------ 52
3.4. Kie'n nghf ----------------------------------------------------------------------------------- 53
3.3.2. D6i voi nha ntioc -----------------------------------------------------------;. •••..• 53
3.3.2. D6i voi cong ty---------------------------------------------------------------------- 54

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K~T

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TAl ~I:eu
PHl)

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--------------------·······--------·········----·-······------------------------------54

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THAM KHAO

~l)C

IV


,

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CACBANG
B ang 1 : M~
?

~

" ng h'"
' h'"
t h'ang san xua"'t cong
u;p cua 3 XIng
Hi~p?

?

Bang 2 : Tinh hinh tieu thl,l san ph~m
Bang 3 : Co ca'u doanh thu lo~i
Bang 4: Cac m~t

thj trtiong nqi dja qua cac nam ---------- 18

hang thj truong n()i dja ----------------------------- 19

hang c6 doanh sO' ban tren 100 tri~u

Bang 5 : Doanh thu cua Cong ty cd ph~n
Bang 6 : Gia m()t sO' m~t

18

D6 h()p H~

d6ng---------------------- 21
Long ------------------------ 23

hang chinh ------------------------------------------------------ 23

Bang 7 : Co ca'u tieu th\1 san ph~m

qua cac kenh ------------------------------------- 24

Bang 8: Chi phi danh cho chtiong trinh xuc tie'n ciia Cty Seaspimex -----------31
Bang 9: Suy nghi cua ngtioi tieu dung v~
Bang 10 : Thj ph~n

cac nhan hi~u

Bang 11 : Ti trqng tieu dung cac lo~i
Bang 12: Gia m()t sfi m~t

cha't ltiqng d6 h()p ----------------------33

d6 h()p ----------------------------------------------- 39
san ph~m

---------------------------------------39

hang giao cho cac kenh khac nhau--------------------- 43

v


CAC HINH v A

so DO

ffinh 1 : Mo hlnh cd ca'u san xua't cua cong ty Seaspimex---·······················-17
ffinh 2 : Bi~u

d6 tang trliO'ng theo doanh thu nam 1998 - 2002 ·••·••••·•••••••••· 19

ffinh 3 : Cd ca'u m~t

h~mg

ffinh 4 : Cd ca'u m~t

hang nam 2002 •·······•·······•·•··••·••·•··•••·•·····•·•··•········ 20

nam 1998 ···················••··•············•················· 20

ffinh 5 : H~

tho'ng phan pho'i trlioc day·················································· 45

ffinh 6 : H~

tho'ng phan pho'i moi ··•···•·•··••·•·•·•••······•••·•·••••·••••·••••·•••·•····· 46

VI


PHU LUC

Pht;t lt;tc 1 : So dtl co ca'u ta' chti'c qmin ly cua Cong ty SEASPIMEX
Pht;t lt;tc 2 : Bien ban giao vO'n cua H()i dtlng giao vO'n Nha nli8c

( Ngay

12/09/1993 )
Pht;t lt;tc 3 :Doanh sO' xua't khftu cua Cong ty Seaspimex
Pht;tlt;tc 4: Thi trliong xua't khftu cua Cong ty Seaspimex
Pht;tlt;tc 5: Bao cao ke't qua ho~t
2000-2001

d()ng kinh doanh cua cong ty qua 3 nam 1999-

Pht;tlt;tc 6: Ke't qua ho~t

d()ng kinh doanh thi trliong n()i ella nam 2002

Pht;tlt;tc 7: Co ca'u m~t

hang mO' r()ng thi trliong

Pht;t lt;tc 8 : Bang gia sieu thi hang dtl h()p- SEASPIMEX
Pht;t lt;tc 9 : Bang gia sieu thi hang kho - SEASPIMEX
Pht;t lt;tc 10 : Bang gia sieu thi hang che' bie'n dong I~nh

- SEASPIMEX

Pht;t It;tc 11 : Bang bao gia Cong ty cd phdn dtl h()p H~

LONG

Pht;t It;tc 12 : Bang gia tht;t'c phftm dong h()p VISSAN
Pht;t lt;tc 13 : Mo ta san phftm t~i
Pht;t lt;tc 14 : Cac m~t

3 xi nghi~p

thu()c Cong ty SEASPIMEX

hang Cong ty SEASPIMEX

VII


'

?

~

LOI MO DAU
1.

LY DO NGHIEN CUU

vao n~
kinh t€ the' giOi, cac doanh nghi~p
Trong xu the' md cll'a va hoa nh~p
Vi~t
Nam hi~n
nay dang d6c mQi tam h,tc, tri hfc d€ md r9ng thi tru'ong, gia tang
hi~U
qua kinh doanh, nh~m
dam bao Slf t6n t::ti Va phat tri€n vung b~n
trong n~
kinh t€ thi tru'ong dfry c::tnh tranh. Cong ty Seaspimex cling khong n~m
ngoai xu
hu'ong d6, b~ng
mQi n6 llfc cua chinh ban than trong vong hon 20 nam hlnh thanh
thuy san.
va phat tri€n cong ty da c6 ch8 dung vung cha:c tren thi tniong xua't kh~u
Tuy nhien, khong dung l::ti d d6 cong ty con md r9ng them thi tniong n9i dia
d€ phat tri€n san xua't, da d::tng h6a ho::tt d9ng kinh doanh gop phfrn d~y
nhanh t6c
d9 tang tnidng kinh t€ cua da't ntioc n6i chung va cua nganh n6i rieng.
Thi truong n9i dia cling Ia m9t thi truong khong kern phfrn quan trQng so voi
thi truong xua't kh~u.
day la m9t thi tru'ong dfry ti~m

nang voi dan s6 hon 80 tri~u
dan va doi s6ng ngtioi dan ngay cang dtiQC nang cao, cling VOi CUQC s6ng cong
nghi~p
h6a dang hlnh thanh thl nhu c.iu slr dl;lng cac san ph~m
ch€ bie'n an li~n
ngay cang tang.
Trong b6i canh d6, cong ty da c6 nhung btioc phat tri€n m::tnh v~ thi trtiong
n9i dia nhting slf phat tri€n khong can xung voi ti~m
llfc hi~n
c6 cua cong ty; xua't
phat tu nhu c.iu thlfc ti~n
d6, em chQn d~ tai :

"MOT

so GIAI PHAP Md RQNG THJ TRUONG NQI DJA CUA CONG TY
SEASPIMEX "

nh~m

lam cho san ph~m
cua cong ty c6 ch8 dung vung cha:c tren thi trtiong n9i dia,
ch~ng
nhung du SUC C::tnh tranh voi cac don vi trong ntioc rna con d6i VOi CaC don vi
nuoc ngoai.

Ml)C DICH NGHIEN CUU
van neu nhung va'n d~ con t6n t::ti trong ho::tt
Trong gioi h::tn cua d~ tai, lu~n
d9ng kinh doanh 0 thi truong n9i dia cua Cong ty Seaspimex va qua d6 dua ra

2.

VIII


nhfi'ng ghii phap md r(>ng thi tnl'ong nay hon nfi'a VOi ffil;IC dich khong ngung phat
tri€n doanh sff va mang l~i hi~u
qua cho cong ty.

DOl Tu'<)NG vA PH~M

VI NGHIEN cuu
khftu voi doanh sff xufft
Cong ty Seaspimex la don vi kinh doanh xufft nh~p
nh~p
khftu trung blnh hang nam la 50 tri~u
USD, doanh thu v€ kinh doanh d thi
tntong n(>i dia hi~n
nay con d muc khiem tffn, tuy nhien thi tnl'ong nay con rfft nhi€u
ti€m nang; vl v~y
trong chung ml;t'c nhfft dinh lu~n
van nay chi t~p
trung nghien cuu
v€ thi tntong n(>i dia chu ye'u cho san phftm thl;t'c phftm che' bie'n an li€n tren m(>t sff
ye'u tff sau : san phftm, gia ca, phan phffi, chuang trlnh xuc tie'n d thi truong trong
nuoc.
4.
PHUONG PHAP NGHIEN CUU
da hQC v€ khoa hQC quan tri va trai qua kinh
Thong qua cac co sd ly lu~n

nghi~m
thl;t'c ti~n.
d€ tai chu trQng de'n vi~c
pharr tich nhung du li~u
thl;t'c te', pharr
tich, xu ly va nh~
xet danh gia d€ dua ra m(>t sff giai phap md r(>ng thi truong n(>i
dia cua Cong ty Seaspimex.
3.

Lu~n

van su d1;1ng cac ly thuye't v€ Marketing, chie'n lu<;1c kinh doanh,
phuong phap dl;t' bao, phuong phap pharr tich thffng ke, phuong phap lich su, phuong
SQ sanh , phuong phap nguyen nhan , phuong phap ffiO ta Va phuong phap tudng
vua mang tinh thl;t'c ti~n
vua la co sd ly
quan d€ nghien cuu, rut ra nhung ke't lu~n
lu~n
nh~m
g6p ph~n
dua cong ty Seaspimex ngay cang phat tri€n 6n dinh va b€n
vung.

5.

~

~

?

KET CAU CUA

D€ ti~n

cho vi~c

Chtidng 1 : Co sd ly lu~n

LU~N

A

-

VAN

nghien cuu va theo d5i, lu~n

van du<;1c bff c1;1c g6m 3 chuang

v€ thi truong cua doanh nghi~p

Chtidng 2 : Pharr tich thl;t'c tr~ng
Seaspimex

v€ ho~t

d(>ng thi truong n(>i dia cua Cong ty

Chtidng 3 : M(>t sff giai pha p md r(>ng thi truong n(>i dia cua Cong ty Seaspimex

IX


(~J

(~I)JN;

I

SfJ J..Y J..IJilN
·\TE 'rill• 'rtllf(JN(; (~IJil
•
J)()ilNII N(;JIIEI,
•


1.1. KHAI NI~M
1.1.1 KHAI NI~M

VE THJ TRUONG CUA DOANH NGHI~P

Thi tnl'ong xua't hi~n
d6ng thoi voi sv ra doi va phat tri~n
cua n8n san xua't
hang h6a va du'QC hlnh thanh trong linh vvc lu'u thong. Ngu'oi c6 hang h6a ho~c
dich
VlJ dem dem ra trao d6i du'<;ic gQi la ben ban, ngu'oi c6 nhu c~u

chua thoa man va c6
kha kha nang thanh toan gQi la ben mua.
Trang qua trlnh trao d6i gifi'a ben ban va ben mua da hlnh thanh nhung mO'i

quan h~

nha't dinh .
Tu do ta tha'y sv hlnh thanh thi truong doi hoi phai co :
BO'i tu'Qng trao d6i : san ph~m
hang h6a hay dich VlJ
B6i tu'Qng tham gia trao d6i : ben ban va ben mua
Bi8u ki~n
thlfc hi~n
trao d6i : kha nang thanh toan

Theo n9i dung tren , di8u quan Him nha't cua doanh nghi~p
d6i, tlm ra nhu cfiu va kha nang thanh toan CUa nhung san ph~m,
san xua't dv dinh cung ung hay khong?

la Om ra noi trao
dich VlJ rna nha

hi~n

Con d6i voi ngu'oi tieu dung, hQ l<;1i quan tam de"n vi~c
so sanh nhfi'ng san
ph~m,
dich VlJ rna nha san xua't cung ling thoa man dung yeu C~U
Va thich hQp VOi
kha nang thanh toan cua mlnh de"n dau.

Cac doanh nghi~p
thong qua thi tru'ong tlm each giai quye"t cac va'n d8 sau :
Phai san xua't lo<;1i hang gl? Cho ai?
SO'lu'Qng bao nhieu?
M~u
rna, ki~u
dang, cha't lu'Qng nhu' the" nao?
Con ngu'oi tieu dung thl bie"t du'QC :
cua mlnh?
• Ai se dap ling nhu c~u
• Nhu c~u
thoa man de"n muc nao?
• Kha nang thanh to an ra sao?
thi tru'ong cua cac doanh nghi~p
Nhu' v~y
c6 va se c6 trong hi~n
t(;li va tu'dng lai.

1.1.2. DQNG

la t~p

hQp nhung ngu'oi mua hang

co DE MCi RQNG THJ TRUONG

Phat tri~n
doanh thu
Gia tang san lu'<;ing
Nang cao ngang llfc san xua't

Trang 1


Nang cao hi~u
qua san xua't
Phat tri~n
nhu c~u
Phan tan nli ro
T6ndQghuc~sapm
Ki~m

soat dO'i thu c~nh
tranh
Md r9ng qui mo san xufft
Nang cao lQi the' c~nh
tranh
Da d~ng
h6a ho~t
d9ng thi tnl'ong
hQc t6p v€ kinh nghi~m
Nhu c~u
Phat tri~n
cd h9i sinh lOi va doanh sO' ban

1.1.3. CAC LO~I
THl TRUONG
1.1.3.1. Thj trtiong cua nguoi tieu thl}
La toan bQ cac ky ngh~

va h9 gia dlnh mua s~m

san ph~m

nh~m

tieu thQ

rieng.

1.1.3.2.

Thj trliong cua nguOi che' t~o

La toan bQ cac t6 chile mua cac san ph~m
trong qua trlnh san XUfft d~ tlm lQi nhu6n ho~C

1.1.3.3.

mQC dfch sii' dQng chung
CaC mQC tieu khac.

Thj truong cua nguoi ban l~i

La toan b9 cac t6 chile mua cac sannh~m ph~m

1.1.3.4.

d~t

nh~m

ban l~i

kie'm loi.

Thj trliong cua chfnh quy~n

La toan bQ cac cd quan chinh quy€n mua cac san ph~m
nh~m
mQC dfch cung
cac san ph~m
ffy cho nhfi'ng ngu'oi hay cac t6
cffp cac dich VQ cong CQng hay chuy~n
chile khac c~n
de'n.

1.1.3.5.

Thi trtiong quO'c te'

La toan bQ cac khach hang thUQC cac qu6c gia khac nhau. Toan bQ thi tntong
nay bao g6m nhfi'ng ngu'oi tieu thQ 'ngu'oi san xua't, nhfi'ng ngu'oi ban l~i va cac t6
chile chinh quy€n nu'oc ngoai.
M9t cong ty c6 th~
chQn ban hang cho ba't ky thi tru'ong nao trong sO' 5 lo~i
thi tru'ong tren. Thi dQ :hang Honda c6 th~
tlm each ban tn;lc tie'p xe g~n
may cua
mlnh cho ngu'oi tieu thQ, ho~c

d t~i nha may, ho~c
trong cac cii'a hang cua mlnh.

Trang 2


Cong ty cling c6 th€ ban xe cho cac nha che' t<;to, cac ngu'oi ban l<;ti va cac t6 chile
chinh quy~n
nu'oc ngoai. M6i lo<;ti thi tru'ong d§u c6 cac d~c
tinh rieng cua n6.

1.2. NGHIEN CUU THl TRu'1.2.1. XAC DlNH NHU CAU THl TRu'Mu6n tinh hi~u
qua va phat tri€n, md r()ng thi tru'ong thl doanh nghi~p
phai
tie'n hanh nghien cuu thi tntong th~
chinh xac d€ c6 co sd ho<;tch dinh chie'n lu'qc
du'a ra san phffm phu hqp voi nhu c§ u ella thi tnl'ong.
Can eli vao kha nang huy d()ng cac ngu6n hfc, doanh nghi~p
tie'n hanh tham
do va phat hi~n
nhii'ng nhu c§u ti~m
ffn cua thi tru'ong rna doanh nghi~p
c6 kha
nang da p ling t6t han cac d6i thu hi~n
t<;ti. Tu d6 lam co sd cho vi~c
ho<;tch dinh
nhii'ng bu'oc dike' tie'p. Trong tnl'ong hqp da c6 san san phffm thl doanh nghi~p
b~t

bu()c phai tlm hi€u chinh xac d()ng co cua khach hang khi mua san ph~m.
Ngu'oi tieu dung khi mua san phffm a'y la :
-

Nh~m

-

Mu6n d<;tt di~u

-

Nh6m d6i tu'qng nao Ia khach hang thu'ong xuyen ? HQ c6 nhii'ng d~c

tho a man nhu c§ u gl ?
gl thong qua san phffm a'y?

di€m gl ? (Tu6i tac, trlnh d() hQc va'n, dia vi xa h()i, tlnh tr<;tng hon nhan,
sd thich, th6i quen, thu

nh~p,

phu'ong thuc ling xu ... )

1.2.2. PHUONG PHAP NGHIEN CUU THl TRu'1.2.2.1. Dt;i dmin hi(jng cdu thi trtiong
Voc doan t6ng ti~m
nang cua thi tru'ong, ti~m
nang cua tung khu

YljC

cua thi

tru'ong, t6ng doanh thu cua nganh va thi ph§n.

1.2.2.2. Dt! doan lu'(jng cdu tu'o'ng lai
Cac nha doanh nghi~p
thu'ong su d1:1ng m()t qui trlnh 3 bu'oc d€ dl,l' doan
doanh s6 ban :
Dl! doan kinh te' vi mo.
- Dl! doan nganh.
- Dl! doan doanh s6 cua cong ty.
Dl! doan kinh te' vi mo bao g6m vi~c
dl,l' doan l<;tm phat, that nghi~p,
lai sua't,
tieu dung cua ca nhan va hQ gia dlnh, d§u tu' kinh doanh, chi tieu chinh phu, xua't
khffu rong ... va ke't qua cu6i cung la t6ng thu nh~p
qu6c dan (GNP). Dl,l'a vao dl,l'
Trang 3


dm1n kinh te' vi mo va cac ye'u t6 moi tntong d€ dl.f doan doanh thu cua nganh, sau
d6 la cong ty dl.f doan doanh thu cua mlnh.
T(t ca dl.f doan d~u
du'<;5c xay dl,fng tren co sd m()t trong 3 thong tin sau day :
Ngu'oi ta n6i cai gl?
Ngu'oi ta lam cai gl?
Nguoi ta da lam cai gl?
Trong thl.fc te' thu'ong su d1;1ng m()t s6 phu'ong phap sau day d€ dl.f doan lu'<;5ng

eft u trong tu'ong lai :
E>i~u
tray dinh cua ngu'oi mua.
T6ng h<;5p y kie'n cua ll.fc lu'<;5ng ban hang.
y kie'n cua chuyen gia.
Thu th~p
thi tru'ong.
Phuong phap thll' nghi~m
Phftn tich chu6i thai gian.
Phan tich lu'<;5ng du theo ky thu~
th6ng ke

1.2.2.3. Phan khuc thf truong
1/ Phan khuc thf tntong
C6 nghia la chia c~t

m()t thi tru'ong IOn khong d6ng nha't ra nhi6u nh6m

khach hang tu'ong d6i d6ng nha't tren co sd nhung di€n khac bi~t

v6 nhu cftu, v6 nhu

cftu, v6 tinh each hay hanh vi.

2/ Xac dfnh cac phan khuc thf trliong ha'p ddn
doanh
c~nh

Ph:li xac dinh phan khuc ha'p d~n

na't d€ xam nh~p

s6 ban hi~n

tang dl.f kie'n cua doanh

nay cua san phffm, d 1~

tranh, cac yeu c~u

doanh

s6 cao, muc tang m~nh,

cftn can nh~c.

s6' muc lai, muc

v6 each tie'p thi ...Phan khuc t6t nha't se la phan khuc c6
muc lai cao, it c~nh

Thu'ong khong c6 phan khuc nao vu'<;5t h~n
nghi~p

thi tru'ong, din cu tren

tranh va each tie'p thi don gian.
v6 cac m~t

tren, nen cac doanh

Sau khi xac dinh phan khuc thi tru'ong h(p d~n,

doanh nghi~p

phai xem phan khuc nao h<;5p voi kha nang san xua't kinh doanh cua cua doanh
nghi~p

nha't.

Trang 4


3/ Yeu c~u
-

cua phan khuc thf trtiong

Tinh do htong du'<;Jc : Qui rna, sue mua,

hi~u

qua cua khuc thi tru'ong d6

phai do Iuong du'<;Jc.
-

Tinh ti6p c~n

du'QC : Doanh nghi~p

c6 kha nang d<;tt toi va phvc V\1 khuc

thi tru'ong d6.
-

Tinh ha"p dfrn : khuc thi tru'ong c6 qui rna du IOn va kha nang sinh lOi.

-

Tinh hanh d<)ng : c6 th€ tri€n khai nhii'ng chu'ong trlnh ti6p thi rieng bi~t

cho tung khuc thi tru'ong da phan chia.

4/ Lt;ia chqn thf trliong ml}c tieu
Sau khi phan khuc thi tru'ong, doanh nghi~p
may c6 th€ c6 tung phan khuc. Doanh nghi~p

da tha"y du'QC d~c

di€m va co

se xac dinh tung phan khuc thi tru'ong

ha"p dfrn nha"t, phu h<;Jp voi sd tru'ong, kha nang cua mlnh nha"t d€ c6 th€ khai thac
thanh cang cac phan khuc thi tru'ong d6. Bay chinh Ia cac thi tru'ong mvc tieu rna
doanh nghi~p
S~

c.in nha:m d6n. Trong thi tru'ong mvc tieu da llfa chQn, doanh nghi~p

dinh vi san ph~m

CUa mlnh d nhii'ng noi CO l<;Ji th6 Cqnh tranh chi6n lu'QC cao

nha"t.

5/ Dfnh vf san phdm :
Sau khi da llfa chQn thi tru'ong ffi\lC tieu, doanh nghi~p
tinh cha"t cua tung lo<;ti san ph~m

sao cho phu h<;Jp d~c

phai xac dinh d.iy du

di€m, tinh cha"t voi thi tru'ong

ffi\lC tieu da Iva chQn.

1.3.

cA.c NHAN To ANH Hl1i1NG DEN v1tc Mi1 RQNG THl TRUONG
?

,:?

1.3.1. SAN PHAM
San ph~m

Ia ta"t ca nhii'ng gl c6 th€ thoa man du'<;Jc nhu c.iu hay mong muO'n

va dtt<;Jc chao ban tren thi tru'ong voi mvc dich
.tieu dung. Trong

y nghia d6, san ph~m

hii'u hlnh hay dich vu,
San ph~m
ich ho~c

t~u

hut slf chu

c6 th€ la nhii'ng v~t

y , mua sii' dvng hay

th€ la nhii'ng hang h6a

y tu'dng ....

bao g6m nhi€u thu<)c tinh, d~c

di€m, nhu'ng cai loi cua n6 la l<;Ji

kha nang thoa man nhu c.iu. Vi dl;l, nu'oc hoa dO'i voi khach hang khang
Trang 5

phai chi d€ t~o

mui thorn, rna thlfc cha"t dem de"n cho hQ ni€m tin v€ slf quye"n rfi,

sang trQng .... Ngoai ra, cac ye"u tO' ph1;1 trQ khac cfing gop phffn quan trQng d€ vi~c
tieu thl;l san phffm du'QC t6t han : d~C
h~u

di€m ki€u dang, bao bl, thu'ong hi~U,

dich Vl;l

mai...
San phffm cffn du'<_jc g~n

ke"t voi m()t muc cha"t lu'<_jng nha"t dinh. Cha"t lu'<;5ng (J

day la muc d() phffm ca"p cac tieu chuffn tu'ong thich voi mong mu6n va nhu cffu cua
khach hang. Cha"t lu'<;5ng la m()t khai ni~m
nh~

cam nh~

kh6 lu'<;5ng dinh chinh xac, thu()c ph~m

tru

thuc va do khach hang phan quye"t. Cha"t lu'<_jng phai du'QC do lu'ong tren nhfi'ng
cua ngu'oi mua.
San phffm cffn c6 m()t ten tu6i c1;1 th€, mang tinh thuye"t ph1;1c va d~

dQc, d~

nho. Thong thu'ong m()t ten hang cfing c6 th€ giup cho ngu'oi mua bie"t it nhi€u v€
cha"t lu'<_jng cua n6. Nhu' v~y
Cong ty, n6 giup cho vi~c

nhfi'ng hi~u

hang t6t se t(;\O du'QC hlnh anh hfi'u dl;lng cho

quang cao v€ cha"t lu'Qng va quy rna cua chinh Cong ty

d6. Theo thoi gian, nhfi'ng ten tu6i c6 uy tin se kh~c

ghi trong nh~

cua cong chung m()t each b€n vfi'ng va trCJ thanh da"u hi~u

thuc tieu dung

cffu chung cho muc cha"t

lu'<_jng cao . Ngay nay khi n6i de"n Coca Cola, Honda, Mercedes, Prater & Gamble,
Nike, Pierre Cardin, Yves Saint Laurent ... hffu nhu' toan the' gioi d€u tin tu'CJng va
ngu'ong ffiQ san phffm cua hQ, th~m

chi du chu'a tung sii' dl;lng.

M()t san phffm du da t6t de"n ma"y va thoa man m()t nhu cffu nao d6 cua·

\

khach hang trQn Vyn de"n ffiUC nao di nfi'a thl cfing chi toa sang trong IDQt khoang
thoi gian nha"t dinh, khong th€ chie"m linh ngoi vi a"y vinh vi~n
khai ni~m

vong doi san phffm xua"t hi~n.

du'Qc. Chinh vl the',

Theo d6, thoi gian t6n t(;li cua m()t san

phffm ba"t ky tren thi tru'ong d€u trai qua 4 giai do(;ln : tham nh~p,
trudng thanh va cu6i cling la suy thoai.
nhu~.

doanh nghi~p

tang tru'CJng,

Do d6, mu6n t6n t';li lau dai va c6 l<;5i

phai tlm each duy trl giai do(;ln tang tru'dng - tru'CJng thanh cua

san phffm, d6ng thoi phai dinh hu'ong ffi\lC tieu ho~t

d()ng CUa mlnh VaO nhu cffu thi

tru'ong chu khong phai vao san phffm.

Trang 6


Vl v~y,

cac doanh nghi~p

c~n

san phgm moi thoa man nhu c~u

lien tl,lc kie'm tlm, kham pha de du'a ra nhung
thi tru'ong ngay cang cao va da d~ng.

Hi~n

nay,

voi s1f tie'n b9 tren mQi IInh v1fc, t6c d9 d6i moi ngay cang du9c rut ngiin khung
khie'p. Va nhu' v~y,
nghi~p

trong m<)t chung mljc nao d6, slj dung l~i

d6ng nghia voi doanh

tlj thl;lt lui.

v oi

nhung thong tin c6 du'<;jc tu vi~c

doanh nghi~p

phai tie'n hanh xay dtjng

hang c~n

d~t

nghien va phan khuc thi tru'ong,

y tu'dng, thie't ke' san phgm, thu nghi~m

du'a ra thi tru'ong tieu th1;1. Trang giai do~n
lam the' nao de di~n

di~u

nay, tinh sang t~o

the hi~n

va

rfft cao, phai

qua san phgm cua mlnh dng n6 chinh la cai rna khach

tlm de thoa man nhung nhu c~u

ti~m

gn cua hQ va phai giai quye't du'<;jc

cac cau hoi sau day :
Tieu chugn nao c~n

du'a vao chfft lu'<;jng san phtfm ?

M§:u rna, kieu dang cua san ph£m ra sao?
Bao bl phai nhu' the' nao ?
Cac dich Vl;l nao c~n
Cong ngh~

phai di kern ?

nao de san xufft ?

ChQn ltja nha cung cffp nguyen li~u
N6i t6m l~i

nao c6 uy tin? ...

d6 la toan b9 nhung cau h6i c6 lien quan de'n vi~c

t6 chuc thie't

ke' va san xufft de c6 du'<;jc m<)t san phtfm t6t, hieu theo nghia n6 dap ung yeu c~u
cua khach hang hi~u

,

qua hon so voi san phtfm cua cac d6i thu c~nh
?

1.3.2.. GIA CA
MQi t6 chuc san xufft kinh doanh d~u

phai du'ong d~u

voi vi~c

ca san phtfm hay dich Vl;l Cl1a mlnh. Gia ca hang h6a la m<)t sO' ti~n
gl khac c~n

de d6i du<;1c m<)t san phtfm. Gia ca c6

kinh te', doanh nghi~p
N~n

tranh.

kinh te': di~u

xac dinh gia
ho~c

nhung v~t

y nghia quan trQng d6i voi n~

va trong tam tri cua khach hang.
chinh co ban cua h~

th6ng kinh te' bai vl n6 anh huang de'n

slj phan ph6i cac ye'u t6 san xufft.
Doanh nghi~p

: gia ca c6 anh huang de'n doanh thu va l<;ji nhu~

nghi~p.

Trang 7

doanh


Tarn tti khach hang : khai ni~r

cua khach hang v~

chfft Iu'
thay d6i tn;c tie'p theo gia.
D6i voi rnQi san phffrn, chi phi san xmft t(;lO n~
xac I~p

do cao cho n6. Di~u

cho gia va nhu cgu thi tru'ong

d6 c6 nghia Ia chi phi va nhu cgu Ia hai tieu chuffn d€

nha tie'p thi dinh gia san phffrn cua rnlnh. Mot rnuc gia du'dung hoa hai ye'u

t6 tren mot each kheo leo.

Khi xac dinh gia phai nghien cuu cac va'n d~
-

t6t ne'u nhu' n6

sau :

Gia ca trong cac Io(;li thi tru'ong khac nhau.
Cac cam nh~

cua khach hang v~

gia ca va gia tri.

-

Phan tich rn6i quan h~

-

Do co dan cua Iu'

gifi'a gia ca va Itt
Gia ca cua d6i thu C(;lnh tranh : gia ca, cha't Iu'phan ling cua cac d6i thu C(;lnh tranh cling anh hu'dng ra't IOnde'n va'n d~
doanh

gia cua

nghi~p.

Cac ye'u
can thi~p

d~t

t6 rn6i tru'ong : nhu' di~u

ki~n

kil}h

t€, phan ling cua giOi ban Ie, sv

cua nha nu'oc, ...
Doanh nghi~p

giai quye't va'n d~

gia ca thong qua vi~c

Iva chQn phu'ong phap

hlnh thanh gia ca khac nhau. Khi quye't dinh Iva chQn rn()t phu'ong phap hlnh thanh
gia ca, doanh nghi~p
Gia tha'p d~

phai cliu

y de'n vi~c
nh~

dinh cac ye'u t6 sau :

thu hut khach hang nhu'ng khong d(;lt I9i nhu~.

Cha't lu'T6ng cac chi phi.
Gia cua cac d6i thu C(;lnh tranh.
Khach hang va sv cam nh~
Gia cao thl c6 I9i nhu~

cua khach hang.
nhu'ng c6 th€, khong c6 khach hang d6i voi gia

nay.

Trang 8

Vi~c

xac l~p

m9t chie'n lu'9c gia dung d~n

doanh c6 Hii va chie'm du'9c th~

se dam bao doanh nghi~p

tru'ong. Tuy nhien, doanh nghi~p

c~n

kinh

phai xac d~nh

m1,1c tieu CUa mlnh nhu' the' nao d€ CO gia ca phu hQp cho tung giai do~n,

tung th~

tru'ong c1,1 th€.
Ml,lC tieu t6n t~i

: day la ml,lC tieu chinh ye'u cua nhfi'ng doanh nghi~p

kh6 khan IOn trong kinh doanh do c~nh

tranh gay g~t

ngu'oi tieu dung thay d6i. u€ dam bao cho ho~t
ban du'QC san ph:fm, cac doanh nghi~p
ph:fmvoi hy vc;mg ding th~
nhu~

Ui m1,1c tieu ng~

do nhu c~u,

sd thich cua

d(>ng cua doanh nghi~p

cling nhu'

thu'ong phai xac d~nh

tru'ong se nh~y

it quan trQng slf t6n t~i.

ho~c

mQt gia thffp cho san

cam voi gia ca. Trang tru'ong h9p nay l9i

T6n t~i

d€ cho thoi cd phat tri€n. Tuy nhien, day chi

h~n.

M1,1c tieu t6i da h6a 19i nhu~

tru'oc m~t:

m9t mlic gia d€ c6 th€ t6i da h6a 19i nhu~

nhi€u doanh nghi~p

tru'oc m~t.

ty 1~

nay doanh nghi~p

doanh thu tren v6n d~u

mu6n d€ ra

HQ u'oc lu'
t6n ling voi nhfi'ng gia khac nhau, tU do ChQn ra mlic gia se t~O
cao nhfft ho~c

g~p

va phi

ra du'QC lQi nhu~

tu' t6i da. N6i chung d6i voi m1,1c tieu

chu trQng de'n l9i nhu~

tru'oc m~t

hdn la nhfi'ng chi tieu lau dai.

M1,1c tieu tang kh6i Iu9ng ban : day la m1,1c tieu thuong xuyen va quan
trQng cua h~u
ph~n.

he't cac doanh nghi~p

Cac doanh nghi~p
hdn Va lQi nhu~
nghi~p

d~nh

nh~m

chie'm m(>t th~

nay tin ding d~n
lau dai se tang.

D€

d~u
d~t

th~

ph~n

Ion hay d~u d~n

th~

thl kha nang giam phi se cao

du'QC m1,1c tieu nay thu'ong cac doanh

ra m(>t mlic gia tu'dng d6i thffp.
Ml,lC tieu d~u d~n

v€ chfft lu'Qng san ph:fm : ml,lC tieu nay c6 nghia Ia lam

sao d€ hang h6a c6 cha"t lu'tru'dng. Do chi phi cao nen thong thu'dng doanh ngih~p
cao d€ bu d~p

hang h6a tu'dng tv tren th~
phai dinh gia ca san ph:fm

cac chi phi d6.

M1,1c tieu gill du9c sv 6n d~nh
c~nh

ph~n

tranh nhung phan ling ba"t 19i tu phia d6i thu

tranh : trong tru'ong h
thu'ong ne tranh c~nh

Trang 9

tranh v€


gia, chh~tn

gia c<;tnh tranh. Trong c<;tnh tranh hQ chu y v6 ch
va cac dich Vl;l sau khi ban.
M\lC tieu khac : ngan ch~n

sl;t' ung hQ cua gioi ban l<;ti ho~c

d6i thu tham gia thi tn:tong ,ho~c

d€ tranh sl;t' can thi~p

gia d€ duy trl

cua nha ntioc.

1.3.3. PHAN PHOI
Pharr ph6i san phim la m<)t yeu c~u

b~t

bu<)c cua nha tie"p thi trong qua trlnh

bie"n d6i hang ti6n. Giai do<;tn nay quye"t dinh de"n t6c d<) chu chuy€n tti ban va do
d6, anh htidng de"n hi~u

qua sii' dl;lng d6ng v6n.

Trong pharr ph6i, cac nha doanh nghi~p
m~t

d<) xu
quan tam Ion nh
gia tang

va t6c d<) Ian truy6n cua san phim tren thi trtiong. Nhung thong s6

nay 6n dinh trong mQt thoi gian c6 th€ giup ch1J.ng ta hlnh dung dti<:jc thi ph~n
san phim dang chie"m llnh. M<)t di€m c~n

lu'u y them, d~c

tinh ky thu~

rna
cua san

phim se quy dinh tinh chphan ph6i c~n
ngh~

phai c6 h~

th6ng ttl di kern, nhting ne"u xii' ly san phim theo cong

dong g6i bao bl moi ch~ng
~

/

h<;tn thl vi~c

pharr ph6i se don gian hon vl khong

?

can co tu.
Ho<;tt d<)ng pharr ph6i giup san phim cua doanh nghi~p

tham nh~p

vao thi

trtiong va thong qua d6, xay dl;t'ng ni6m tin va long trung thanh cua khach hang d6i
voi thuong hi~u
de"n hi~u

san phim. Chinh vl v~y,

hi~u

qua pharr ph6i anh htidng trl;t'c tie"p

qua kinh doanh va kha nang phat tri€n cua doanh nghi~p.

£>€ dtia san phim de"n tay ngtioi tieu thl;l cu6i cling, doanh nghi~p
ChQn : tl;t' t6 chile m<;tng ltioi pharr ph6i ban le ho~c

c6 hai ll;t'a

thong qua cac trung gian pharr

ph6i. Xa h<)i ngay cang chuyen mon h6a, thl xu huang sii' dl;lng trung gian phan
ph6i ngay cang ph6 bie"n, d~c
doanh nghi~p,
quan ly v~n
phan ph6i v~n

bi~t

la d6i voi cac m~t

du hung m<;tnh de"n m
hang tieu dung. Bdi le, m<)t

cling khong th€ tl;t' mlnh t6 chile,

hanh hang ngan di€m ban le dti<:jc. £>6 cling Ia ly do rna cac trung gian
tie"p we t6n t<;ti va ngay cang kh~ng

dinh vi the" cua mlnh.
Trang 10


M(>t kenh phan ph6i bao g6m nhi€u d6i tu'cha't lu'Qng phan ph6i va stf b€n vung lau dai cua kenh thl nha tie'p thi phai bao dam
sv hai hoa v€ quy€n lhQ chi la nhung ngu'oi mua di, ban

l~i

nghi~p

va doanh

hQ, rna phai tha'y du'QC tinh each CQng sinh m~t

khong c6 trach

r~ng

nhi~m

gl voi

thie't giua nha san xua't Va ngu'oi

phan ph6i. Xua't pha t tu ch6 c(>ng sinh v€ lnhi~m

hon d6i voi nha san xua't, va la ngu6n thu nh~p

dn xua't trong chie'n lu'QC c~nh

thong tin huu hi~u

cho nha

tranh. Theo mo hlnh nay, thl nha san xua't va gioi

trung gian phan ph6i cling ke't h<!p voi nhau thanh m(>t th€ th6ng nha't v€ quan
ni~m,

hanh d(>ng, d6n mQi n6 ltfc hu'ong de'n vi~c

ph1;1c V\1 ngu'oi tieu th1;1 cu6i cling.

Phan ph6i, n6i cho cling la nhung chu6i ho~t

d(>ng nh~m

ngu'oi tieu th1;1 cu6i cling m(>t each nhanh chong, thu~n
nhien, quye't dinh mua cua hQ ra't kh6 dtf doan. ~6
de'n vi~c

ti~n

du'a san phgm de'n
va hi~u

nhi€u ngu6n thong tin tac d(>ng

llfa chQn cua khach hang, bao g6m cac ye'u t6 n(>i t~i

ly, 16i s6ng, dia vi xa h(>i, t6n giao, gia dlnh, b~n

qua nha't. Tuy
va moi tru'ong tam

be, ngu'oi ban ... Trang cac ngu6n

thong tin thUQC moi tru'ong, thong tin tu ngu'oi ban thu'ong CO kha nang anh hu'dng
quan trQng de'n quye't dinh mua cua ngu'oi tieu dung. Can cu vao d6, c6 hai lo~i
chie'n lu'Chie'n lu'QC dgy ho~t

d(>ng theo nguyen t~c

: nha san xua't dgy san phgm de'n

cac trung gian phan ph6i, tie'p theo cac trung gian phan ph6i l~i
phgm l~n

lu'Qt de'n ngu'oi tieu thl;l cu6i cling.
Chie'n lu'QC keo ho~t

d(>ng theo quy trlnh ngu'QC l~i.

Tru'oc tien, nha san xua't

tac d(>ng de'n ngu'oi tieu th1;1 cu6i cling thong qua cac phu'ong ti~n
cung ca'p thong tin, thuye't phl;lc hQ thtfc hi~n
cac doanh nghi~p
m~nh

n6 llfc dgy san

ph6i ke't, d~t

su d1;1ng bi~n
hi~u

truy€n thong,

hanh vi mua. Trong thtfc te', thuong

phap ke't h

qua cao hon trong ho~t

d(>ng phan ph6i.

Trang 11

sue


1.3.4. CHu'ONG TRINH XUC TIEN
Trong thl.)'c te', chung ta thu'ong ba: t g~
chung ta c6 san ph~rn

p nhung va'n d€ d<;li lo(;li nhu' : T<;li sao

t6t, gia ca h
di phan ph6i nhi€u noi rna v~n

khong tieu thv du'ngu'oi tieu dung c6 nhu c~u

va kha nang thanh toan. Khi nao h9 cha'p nh~

Khi h9 bie't va tin dng san ph~rn

cua anh c6 th8 dern l<;li cho h9 gia tri rnong d
Lam sao d8 h9 bie't va thuye't phvc d€ h9 tin ? D6 la cong vi~c
xuc tie'n th€ hi~n

1.3.4.1.

Quang cao

thong qua cac phu'ong ti~n

nhung y tu'dng, san ph~rn

Khuye'n mai

rnua hang nhanh c6ng cho san ph~rn

1.3.4.3.

rnvc dich kich thich vi~c

nao d6. Khuye'n rnai h6 tr
chao hang ca nhan

Giao tie'p v6'i cong chting

Khai thac sl.)' chu y cua qu~n
d6 d€ t<;lO a'n tu'<}ng cho san ph~rn.
d€ nh~

toi thi tru'ong rnvc tieu

truy€n thong phi ca nhan.

Bao g6rn nhi€u cong cv thu'ong la nga:n h(;ln nh~r
t(;lO di€u ki~n

cua chu'ong trlnh

qua n()i dung :

La hlnh thuc gioi thi~u

1.3.4.2.

rnua ?

Nh~rn

chung v€ rn()t sl.)' ki~n

xa h()i ho~c

xay dl.)'ng rn6i quan h~

th8 thao nao

t6t voi qu~n

chung

du'

1.3.4.4.
B~ng

Ban hang ca nhan
each tie'p xuc ca nhan trlnh bay trl.)'c tie'p san ph~rn

rn()t each s6ng

d()ng, thuye't phvc va loi cu6n sl.)' chu y cua khach hang.

1.3.4.5.

Tie'p thi trtfc tie'p

Day la d<;lng chao hang trl.)'c tie'p tu nha san xua't de'n ngu'oi tieu dung khong
thong qua trung gian.

Trang 12


1.3.4.6.

Thie't 1(\p ngan sach chlidng trinh xuc tie'n

1/ Xac dinh theo philn tram tren doanh thu :
Ngan sach xuc tie'n c6 th€ du'QC xay dlfng dlfa vao mot ti 1<% ph~n
tram nao d6
tren doanh s6 ban dlf kie'n trong thoi ky d6. Tuy nhien cling c6 mot s6 doanh nghi<%p
l~i
quye't d!nh ngan sach dlfa theo mot s6 lu'Qng tuy<%t d6i c6 d!nh tren m6i don v!

ban hang hay ky VQng ban hang trong tu'ong lai.

2/ Xac dinh theo s6 ti~n
l~p

co du'(lc

Bay la phu'ong phap thu'ong du'QC slt dvng t<;1i cac doanh nghi<%p moi thanh
c6 s6 v6n h<;1n ch€ va chu'a c6 kinh nghi<%m v€ xuc tie'n trong qua khu.

3/ Xac dfnh theo

c~nh

tranh :

Ngan sach chieu th! du'QC du'QC quye't d!nh theo ngan sach cua d6i thu Cqnh
tranh chu ye'u. Sii' dvng phu'ong phap nay doanh nghi<%p thu'ong c6 quye't d!nh ch~m
tr€ hon d6i thu cqnh tranh.

4/ Xac dinh theo nhi~m

V\1 phai th\l'c hi~n

:

Phuong phap nay dlfa vao vi<%c phan tich kh6i lu'Qng cong vi<%c c~n
r6i tu d6 xac d!nh s6 ti€n c~n
chi cho ho<;1t dong chieu th!. .
Thlfc ra, vi<%c truy€n thong d€ thuye't phvc va d~n

thai bie't de'n hanh dong mua khong phai mot

SOffi

thlfc hi<%n
.,

dv khach hang di tu tr<;1ng
mot chi€u Ja CO du'QC rna C~n

mot khoang thai gian tu'ong d6i dai. Nha doanh nghi<%p phai lien tvc tac dong, t<;1o ra
mot moi tru'ong thong tin cang day cang t6t, bao bQC khach hang, d~n
vao nh~

thuc tieu dung cua cong chung, de'n khi hQ phat sinh nhu c~u

thffm
thl thu'ong

hi<%u cua chung ta da c6 san trong tam tu'dng hQ.
C~n

lu'u

ba't ky ai. Do v~y

y ding,

th! tru'ong la mot cuoc choi IOn, khong danh di,ic quyen cho

khong chi rieng t<;1i doanh nghi<%p cua mlnh c6 nhung n6 llfc

huang de'n khach hang rna con ra't nhi€u don v! khac cling dang thlfc hi<%n di€u d6.
Nhfi'ng d6i thu Cqnh tranh nay t6n tqi du'oi nhieu dqng thuc khac nhau : trlfc tie'p va
gian tie'p, hi<%n tqi va ti€m nang san sang de doq va vo hi<%u h6a nhung n6 llfc
doanh nghi<%p cua chung ta.

Trang 13


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