ứng dụng marketing nhằm phát triển kinh doanh tấm 3d tsg của tổng đội tnxp trường sơn tại việt nam
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CHUONG I : CO SCJ LY LU~N
1.1 Nh~n thuc co ban v€ marketing
1.1.1 Khai nit$m marketing ........................................................... . 4
1.1.2 Ml;lc tieu ho~t d(mg marketing ............................................ . 4
1. 1.3 Ch.len
K
1u'Qc mar ket1ng
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1.1.4 Quan tri marketing ............................................................... . 4
1.2 Phan khuc thi tntong
1.2.1 Khai nit$m thi tru'ong ............................................................. . 4
1.2.2 Khai nit$m phan khuc thi tntong ........................................... . 5
1.2.3 Ch9n hfa thj tntong ml,lc tieu ................................................ . 7
1.2.4 Djnh vj san ph§'m tren thi tru'ong ml,IC tieu ........................... . 7
1.3 Marketing mix (ph6i thuc tie'p thD
1.3 . 1 Kh,a1• m~m p h01
--'• th,uc tiep
•--' th"! ............................................... . 8
1.3 .2 C'act h'an h p h~an cua p h"'·
.,., t h.! : ............................... . 8
01 th'uc tiep
1.3.2.1. San ph§'m (Product) : ................................................... . 8
1.3.2.2. Gia ca (Price):.............................................................. 10
1.3.2.3. Phan ph6i (Place) : ........................................................ 11
1.3.2.4. Chieu thi (Promotion) : .................................................. 12
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CHUONG II : THl)C TR~NG SAN XUAT KINH DOANH TAM XA Y
DUNG 3D CUA TONG DOI TNXP TRUONG SON
2.1 Gioi thit$u t6ng quan v€ T6ng d<)i TNXP Truong Son......................
2.2 Vai tro, vj tri, tinh nang cua ta'm xay dl;ing Panel 3D .....................
2.3 Tinh h'inh san xua't va kinh doanh ta'm Panel 3D tren the' gioi .........
2.4 Tinh hlnh Cqnh tranh v€ san xua't va kinh doanh ta'm xay dl;ing 3D
tqi Vi~t Nam.....................................................................................
2.5 Thl;ic tr~ng ung dl,lng Marketing Mix t~i T6ng d<)i TNXP Tntong
Son ...................................................................................................
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CHUONG III : UNG Dl)NG MARKETING NHAM PHA T TRIEN
KINH DOANH TAM 3D TSG T~I VI:i::T NAM CUA
TONG DOI TNXP TRUONG SON
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3.1 Dl;l' bao thi tru'ong va xac dinh thi tru'ong m1:1c tieu kinh doanh
ta'm 3D
3.1.1 Dt! bao thi tru'ong
3.1.1.1 Dl;l'a vao cac s6 li~u th6ng ke v€ dan s6, GDP, FDI ......
3.1.1.2 Dl;l'a vao cac di€u ki~n tl;l' nhien, kinh te' - xa h(>i .. .......
3.1.1.3 Dl;l'a vao chinh sach phat tri€n kinh te' - xa h(>i..............
3.1.2 Xac dinh thi tru'ong m1:1c tieu va phan khuc m1:1c tieu
3.1.2.1 Phan khuc thi tru'ong ...................... .... ............ ................
3.1.2.2 Danh gia ti€m nang phan khuc dia ly, ll;l'a ch9n thi
tru'ong ml,lC tieu Va dinh vi San ph~m........ .......... ...........
3.2 Dinh hu'dng chie'n lu'
3.2. 2 Chie'n lu'
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3.3 Giai phap thlfc hi~n chie'n lu'Qc Marketing-Mix
3.3.1 Xay dl;l'ng m(>t b(> ph~n marketing c6 hi~u qua .....................
3.3.2 Xay dl;l'ng b() ph~n nghien cuu - phat tri€n (R&D) ...............
, h h'"
3 .3 .3 Quan tq. san xua""t mQ"t cac
IyU qua .................................... .
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3 .3 .4 Ph at tnen tot yp quan y cong c h ung
3.3.5 D~y mc;rnh tri€n khai chu'dng trlnh marketing trl;l'c tie'p ...........
3.3.6 Nhung d€ xua't v€ vi~c xay dl;l'ng chu'dng trlnh tie'p thi vao
Chinh phu, cac B(>, UBND cac tlnh, thanh ..........................
3.3.7 Ll;l'a ch9n cong ngh~...............................................................
3.3.8. Ll;l'a ch9n nha cung ca'p .........................................................
3.4 Kie'n nghi ........... ................... .............. .......... .. . ... . . ........................ .....
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KETLU~N ····································································································
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TAI LI~U THAM KHAO
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DANH Ml)C CAC CHU VIET TAT
3D (3 Dimension) : 3 chi€u
APEC (Asia Pacific Economics Corporation) : Di€n dan H
A- Thai
Blnh Duong
ASEAN (Association of South-East Asian Nations): Hi~p h9i cac nude Dong Nam
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DT da't : di~n tich da't
FDI (Foreign Direct Invesment) : D§u tu' tnfc tie'p nude ngoai
GDP (Gross Domestic Product) : T6ng san phffm trong nu'oc
KCN-KCX: khu cong nghi~p - khu che' xua't
Nguoi TD : Nguoi tieu dung
Nha SX : Nha san xua't
DVT: Don vi tinh
SX-KD: san xua't va kinh doanh
TNXP : Thanh nien xung phong
Trd : Tri~u d6ng
Trd/ng/th : Tri~u d6ng/nguoi/thang
TSG (Truong Son Group) : T6ng dc)i thanh nien xung phong Truong Son
VAT : Thue' gia tri gia tang
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DANH MT)C CAC BANG
Bang 2.1- Tlnh hlnh san xua't kinh doanh cua TSG nam 2000-2003
Bang 2.2- Bang gia ban ta'm 3D te;ti cac nttoc tren the' gioi
Bang 3.1- Dan so'Vi~t Nam nam 1999-2003
Bang 3.2- Dfru tu' tnfc tie'p mtoc ngoai vao Vi~t Nam nam 1999-2002
Bang 3.3- 10 nttoc c6 t6ng so' dlf an dfru tu trlfc tie'p nttoc ngoai vao Vi~t Nam
Ion nha't
Bang 3.4- GDP nganh xay dlfng nam 1999-2003
Bang 3.5- GDP theo gia thlfc te' phan theo khu vlfc kinh te' nam 1999-2003
Bang 3.6- Dlf do.an nhu cfru sii' dt;mg 3D te;ti Vi~t Nam dlfa tren chinh sach phat
tri~n kinh te' - xa h<)i nam 2000-2010
Bang 3.7- Tlnh hlnh dfru tu' te;ti cac khu cong nghi~p - khu che' xua't
Bang 3.8- So sanh gia ban ta'm 30 cua TSG voi cac do'i thu ce;tnh tranh
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DANH MlJC CAC HINH VE
Hinh 1.1- Qui trlnh phan khuc thj tntong
Hinh 1.2- Cac bu'ck trong
vi~c
phan khuc, ch9n thj tru'ong ml)c tieu va djnh vj th!
tru'ong
'Hinh 1.3- B6n P cua pho'i thuc tie"p thj
Hinh 1.4- Cac loc,ti kenh tie"p thj
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MO DAU
1. LY DOVA MUC DICH CHON DE TAI:
Md cli'a va hQi nh~p vao CQng d6ng the' gioi la XU the' ta't ye'u cua thoi dC;ti.
Quang canh kinh te' ngay nay du'<;fc dinh hlnh bdi hai d9ng hfc Ion do la cong
ngh~ va slf toan c§u hoa. Cong ngh~ ngay cang phat tri€n t(;lo ra nhi€u cd h9i
kinh doanh cho cac cong ty tren toan the' gioi.
Bao cao chinh tri tc.ii De.ii h9i Dang C9ng san Vi~t Nam l§n thu IX da chi
r6 "Phat tritin nganh xay dlfng de.it trlnh d9 tien tie'n trong khu vlfc, dap ung nhu
c§u trong nu'oc ... c§n thie't ung d\lng cong ngh~ nang cao va cha't lu'qng ... ". Trong
San xua't Va xay dlfng, nang sua't, cha't h.tqng Va hi~U qua la m\lC tieu ho(;lt dQng.
Lanh th6 Vi~t Nam trai dai tren 15 vI tuye'n, co dia hlnh hdn % la d6i mii,
voi ra't nhieu song ngoi. Di€u nay gay anh httdng de'n d~c ditim khi h~u, th6
nhttong ciia Vi~t Nam, luon xay ra bao Ion va h1 l\lt (nha't la d khu vlfc Duyen
hai mien Trung va vung d6ng b~ng song Cli'u Long). Do v~y d€ hC;tn che' nhii'ng
ba't l<;fi ciia di€u ki~n tt! nhien, c§n nghien cuu ung d\lng nguyen v~t li~u xay
dl,(ng moi, thich hqp dti xay dl,(ng
a nhii'ng vung co
n€n da't ye'u, ng~p nu'oc,
thttong xuyen chiu anh httdng ciia thien tai. Hdn nii'a, sl,( gia tang dan s6 nhanh
chong ding nhtt slf phat tritin kinh te' t(;lo nen sl,( c§n thie't cho m9t h~ th6ng xay
l~p moi dti thoa man nhu c§u lOn ve xay dl,(ng nha re ti€n.
Ta'm xay dlfng 3 chi€u (ta'm Panel 3D) la giai phap cong ngh~ xay dl,l'ng
dap ung cac doi hoi tren. Cong trlnh xay dl,l'ng b~ng ta'm 3D co nhi~u ttu di€m :
tn;mg h.t<;fng nh~; kha nang ch!u tai tn;mg, ch!u rung cao; kha nang cho'ng chay,
each nhi~t, each am tuy~t hao; gia thanh xay Mp tttdng d6i tha'p ... hdn h~n so
voi sli' d\lng v~t li~u betong-g~ch truy~n th6ng. Nho do ta'm 3D da trd thanh loC;ti
V~t
lit$u xay dl,(ng ngay cang du'QC u'u chuc)ng tren toan the' gioi.
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Hon 10 nam qua the' gioi da tin dung v~t li¢u Panel 3D va coi day la m<)t
CUQC each m(,lng trong nganh xay dlfng, va Vi~t Nam khong th€ khong ung dl;lng
v~t li¢u nay trong slf phat trien cua mlnh. B6 la slf ch9n llfa hc:Jp ly nha't.
T<,ii Vi¢t Nam, ta'm 3D moi du'c:Jc ap dl;lng d khu vlfc TP H6 Chi Minh tu
nam !'996, chu ye'u d giai do(,ln nghien cuu thll' nghi¢m, chi thlfc slf du'a vao xay
dlfng va sll' dl;lng nha tu m<)t ting de'n ba ting khoang tu nam 2001. Day la ·
nguyen li¢u hoan toan moi, vl v~y de c6 th€ phat trien m(,lnh
a Vi¢t Nam cin c6
nhi€u giai phap, trong d6 c6 cac giai phap v€ marketing nh~m phat tri€n kinh
doanh ta'm xay dlfng Panel 3D, cung ca'p cho khach hang m<)t slf llfa ch9n moi,
m<)t V~t li¢u xay dlfng moi CO nhi€u u'u vi¢t, g6p phin VaO Cong CUQC cong
nghi¢p h6a - hi¢n d<,ii h6a da't nu'oc.
2. PHUONG PHAP NGHIEN CUU :
SU' dl;lng phuong phap lich sll', phu'ong phap so sanh nhan qua, phuong
phap phan tich h¢ th6ng de nghien cuu. Ke't hc:Jp voi kinh nghi~m thlfc ti€n va
trlfc giac phan tich de kip thoi nam bat thi tru'ong nh~m du'a ra quye't djnh dung
luc, va thich hc:Jp nha't.
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3. GIOI HAN CUA DE TAI:
Do ta'm xay dlfng 3 chi€u la v~t li¢u xay dlfng mdi, de d€ dang hon trong
vic$c xam nh~p thj tru'ong, chung toi chi gioi h(,ln nghien cuu d cac khu vrf.c
Duyen hai mi€n Trung, TP. H6 Chi Minh va cac vung Ian c~n, khu vrf.c d6ng
b~ng song Cll'u Long.
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4. BO
cue CUA LUAN VAN :
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Lu~n van t6t nghi~p th~c si kinh te' du\:1c trlnh bay g6m phffn md dffu, ke't
lu~n
va 3 chudng nhu sau :
CHVONG I : Co sd ly lu~n
CHVONG II : Thlfc tr~ng san xua't kinh doanh ta'm xay dlfng 3D cua T6ng
B(H TNXP Truong Son
CHVONG III: Ung d1,mg Marketing nh~m phat triSn kinh doanh ta'm 3D TSG
cua T6ng d<)i TNXP Truong Son t~i Vi~t Nam
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C(j SO LY LUAN
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CHUONG 1
CO Sd LY LU~N
1.1. NH~N THUC
co BAN VE MARKETING :
1.1.1. Khai niem marketing (tie'p thi) : la h9at d(>ng ciia con ngu'oi hu'ong de'n
Vic$c thoa man nhu CclU Va u'OC mu6n thong qua CaC tie'n trlnh trao dcSi.
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Trong cac tie'n trlnh nay, ngu'oi ban phai tlm ra ngu'oi mua, phai djnh r6 nhu
cciu, u'oc mu6n ciia khach hang, phai t~o ra san ph§m ccin thie't, djnh gia, quang
cao, phan ph6i va v~n chuy€n, ban hang.
1.1.2. Muc tieu cua marketing : £)6 la m\}C tieu phai bie't va hi€'u khach hang
th~t C~n ke, ding nhu' du'a ra San ph§m Va djch V\} thich hc;Jp VOi hQ. 2
1.1.3. Chie'n lu'oc marketing : la he$ th6ng nhfi'ng chinh sach va bic$n phap IOn
nhAm tri€n khai va ph6i hc;lp cac mili nh9n marketing de d~t du'c;Jc mvc tieu ciia
xi nghic$p m<)t each hi~u qua nha't. Chie'n lu'c;Jc marketing bi€u th! m<)t each t6ng
hc;Jp nha't m6i quan he$ tu'ong h6 gifi'a nhu cciu th! tru'ong va kha nang ciia xi
nghic$p.
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1.1.4. Quan tri marketing : la slf phan tich, ho~ch djnh, thlfc hic$n va ki€m tra
cac chu'ong trlnh da de ra, nh~m t~o dlfng, b6i d~ p, va duy trl nhung trao d6i c6
lc;Ji VOi ngu'oi mua ma mlnh mu6n hu'ong de'°n, trong m\}C dich d~t thanh cac m\}C
tieu cua t6 chuc.
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1.2. PHAN KHUC THl TRUONG :
1.2.1. Khai niem thi tru'ong : la t~p hc;Jp ta't ca cac ngu'oi mua thlfc S\l' hay
ngu'oi mua tiSm tang d6i voi m<)t san ph§'m.
1 24
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np
Philip Kotler (2000), Nhung nguyen ly tiep thj1, NXB Tho'ng Ke
GS. Vii The Phu ( 1993), Marketing can ban, E>~i hQc Ma - Ban c6ng TP. HCM, tr 71
-5-Thi tntong ti€m nang : la t~p hc;1p cac ngu'oi tieu dung c6 nhu c§u v€ m<)t
19ai san phffm nao d6.
-Thi tru'ong m1:1c tieu : la t~p hc;1p tfft ca cac khach hang co nhu c§u, thu
nh~p. c6 kha nang tie'p c~n va du di€u ki~n d~ mua m<)t san phffm nao d6 - la
nh6m khach hang ma cong ty nha:m de'n.
1.2.2. Khai niem phan khuc thi tru'ong : Ia tie'n trlnh phan khach hang
thanh cac nh6m d~ lam n6i r6 slf khac bi<$t v€ nhu cfru, tinh each, ho~c hanh vi ...
1.2.2.1. Loi ich ciia viec phan khuc thi tru'ong :
- C6 th~ xac djnh m<)t each chinh xac hon nhu c§u, mong muO'n
va hanh vi ciia nh6m khach hang c1:1 th€'.
- Cac ngu6n 11,l'c ciia cong ty c6 th~ du'<;1c phan b6 m<)t each c6
hi<$u qua honcho cac hoe;tt d<)ng marketing d€ thoa man nhu c~u va mong muO'n
ciia khuc thi tru'ong da xac djnh.
1.2.2.2. Cac nhan t6 d€' phan khuc th! tru'ong ngu'oi tieu dung :
a. Phan khuc theo ye'u t6 dja ly :
- Theo vung (vi dl;l : My' Chau A, Trung dong, chau Au ... )
- Theo dnh (B~c, Nam, Trung, cac ti'.nh khac ... )
- Thanh thj, ngoe;ti o, nong thon ...
b. Phan khuc theo nhan khffu h9c : nhu' tu6i, gioi tinh, ngh€ nghi~p.
ton giao ...
c. Phan khuc theo nhan t6 tam ly : nhu' t§ng IOp xa h<)i, d~c tinh ca
nhan, phong each sO'ng ...
d. Phan khuc theo nhan t6 hanh vi ngu'oi tieu dung : nhu' tfrn sua't
mua, 1<;1i ich tlm kie'm, ty l~ sll' d1:1ng, sl,l' trung thanh, thai d<) ...
1.2.2.3. Qui trlnh phan khuc thi tntong :
Xac djnh kich thu'dc d€' phan
khuc th! tru'ong
u
(1)
Phat tri€n dffy du d~c di€m,
tinh cha't ciia phan khuc
~,
(2)
Dt! doan qui mo tieu thl,l ciia
tung phan khuc
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3)
Phan tich dO'i thii q.nh
tranh tung phan kkhuc
Dt! kie'n marketing mix
cho tung phan khuc
Danh gia hi~u qua cua tung
phan khuc
(5.1)
Llfa ch9n phan khuc ha'p d~n
(5.2)
Hinh 1.1- Qui trinh phan khuc th! truong
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1.2.3. Chon lu'a thi tru'ong muc tieu :
Sau khi phan khuc th! tru'ong, cong ty da tha'y du'QC d~c di€m va Cd may
c6 th€ c6 o tung phan khuc. Tren cd so d6, xac djnh nhung phan khuc th! tru'ong
ha'p dfrn nha't. Cong ty phai xem xet cac phan khuc nao phu h<;fp voi so tru'ong,
kha nang cua mJ.nh nha't d€ khai thac thanh cong cac phan khuc th! tru'ong d6.
Da'y chinh la cac th! tru'ong ml,IC tieu ma cong ty nh~m de'n.
M(>t cong ty c6 th€ chc;m llfa d€ tie'n nh~p vao m(>t ho~c nhi€u khuc
tuye'n cua m(>t th! tru'ong nha't djnh nao d6. H.iu he't cac cong ty ngay nay ch9n
ki€u "tie'p thj tr9ng di€m" d€ tham nh~p VaO thj tru'ong moi b~ng each phl;IC Vl;l
m(>t khuc tuye'n duy nha't, va ne'u thanh cong, hQ tie'n nh~p them vao cac khuc
tuye'n khac, r6i bao trai ra theo hang d9c ho~c hang ngang. Ki€u tie'p th! nay doi
hoi ba hu'ong chinh :
Phan khuc tuye'n
thj tru'ong
1. Xac djnh cac Cd sd
cho vi~c phan khuc
· thi tntong.
2. V<:tch nhung ne't
khai quat v~ nhung
khuc tuye'n da tlm
ra.
...
ChQn thj tru'ong
m1.1c tieu
1. V<:tch ra mll'c d()
ha'p dfo cu a
khuc tuye'n.
2. Tuy~n chc;m mot
hay cac khuc
tuye'n m1,1c tieu.
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Hinh 1.2- Cac buac trong
vi~c
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Dinh vi trong
Thi tru'ong
1. Vi;tCh ra st! djnh vj
do'i voi tung khuc
tuye'n m1,1c tieu.
2. Vi;tch ra pho'i thll'c
tie'p thj cho tung
khuc tuye'n m1,1c
tieu.
phan khuc, chqn thi truang mf:'C tieu va
dfnh vi thi truang
1.2.4. Dinh vi san phffm tren thi tru'ong muc tieu :
Sau khi cong ty xac djnh du'<;fc th! tru'ong ml,lC tieu, c.in phai d!nh vi tri
cho san phffm trong th! tru'ong d6. Dinh vi san phffm la each lam cho san phffm
do du'QC khach hang nh~n bie't fO net dlfa tren nhfi'ng d~C tinh quan tr9ng Cua San
pham - vi tri san phffm chie'm du'QC trong tam tri khach hang SO VOi cac San
-8ph§m ciia d6i thii CC;tnh tranh khac (vi dl,l : Lioa du'<;1c coi la san ph§m c6 d9 b€n
cao; tivi Sony la san phffm cao ca'p; tivi Samsung la san phffm c6 tinh kinh te}
1.3. MARKETING MIX (PHOI THUC TIEP THJ) :
1.3.1. Khai niem ph6i thuc tie"p thi : la slf t~p h
1.3.2. Cac thanh phftn ciia ph6i thuc tie"p thi :
Phffm cha't,
D~c di€m
Kenh
Slf llfa ch9n
San
Phong each
Phan
Slf bao phii
Thu'ong hi¢u
Cac khu vlfc
Bao hi, qui each
Ki€m ke
Djch Vl,l,
V~n chuy€n
Gia ca
Bao hanh
Chieu thi
Gia theo bang gia
Quang cao
Chie"t kha'u
Ban trlfc tie"p
Bu
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Khuye"n mC;ti
Thoi hC;tn thanh t6an
Tuyen truy€n
Hlnh 1.3- Bdn P cua ph
1.3.2.1. San ph~m (Product):
a. Khai niem : san phffm la ba't
d€ tC;to slf chu
ky cai gl c6 th€ du'a vao m9t thj tru'ong
y, mua s~m. sii' dl,lng hay tieu thl,l
nh~m thoa man m9t nhu cftu hay
-9u'ck muO'n. N6 c6 the' la nhung v?t th~. nhung dich Vl;l, nhung con ngu'oi, nhung
dia di€m, nhung t6 chuc va nhung
y nghi. 6
San phffm c6 gia tri sU' dl;lng va gia tri, n6 c6 the' huu hlnh ho~c vo hlnh.
C6 3 muc d9 cua san phff m :
- Phin cO't 16i cua san phffm : giai dap du'c;lc cau hoi : "Ngu'oi mua t~?t Slf
dang mu6n mua cai gl?". Nha tie'p thi phai kham pha ra nhung nhu ciu ti€m ffn
gia'u sau m6i san phffm va dem ban nhung lc;li ich chu khong phai chi nhung d~c
di€m.
- Phin Cl;l th€ cua san phffm : Ngu'oi thie't ke' san phfrm phai bie'n cO't 16i
san phffm thanh san phfrm Cl;l th€. San phffm Cl;l th€ c6 5 d~c tinh : Muc d9 cha't
lu'c;1ng; Nhung d~c di€m; Ki€u dang; Ten hi~u; Bao bl.
- Phin phl;l them cua san phffm : Ngu'oi thie't ke' san phffm c6 th€ du'a
them nhfi'ng djch Vl;l va IQi ich b6 sung d€ t(,10 thanh phin phl;l them cua san
phff m, nhu' la : djch Vl;l sau ban hang; bao hanh; phl;l tung kem theo; giao hang
Va Slf tin
nhi~m...
Theo Levitt thl : "St! c~nh tranh moi ngay nay khong con giua cac san
phffm do cac cong ty che' ra trong nha may nua, ma la giua nhung gl hQ them
vao cho m6n hang xua't Xu'dng du'oi d~ng bao bl, cac djch Vl;l, quang Cao, lcJi
khuyen cho khach hang, each tai trc;l, nhung s~p xe'p trong vi~c giao hang, vi~c
lu'u kho, va nhung di€u khac ma ngu'oi ta coi tr9ng."
San phffm nguyen v?t li~u xay dlfng khac voi san phffm tieu dung, tinh
cha't c6 tieu chuffn cua v?t li~u thu'ong ham nghia gia ca va kha nang chuyen
chd dang tin c?y se la ye'u to' mua ban quan tr9ng nha't. Bay la san phffm thu'ong
du'c;lc d~t mua trlfc tie'p voi nha san xua't. H9 phai san sang thie't ke' theo nhung
yeu cftu chuyen bi~t va c6 nhung djch Vl;l sau khi l~p d~t xong. Gia ca va each
6
Philip Kotler (2000), Nhfi'ng nguyen ly tiep thj - T~p 2, NXB Thong Ke, Tr. 9
- 10 -
phl,lc Vl,l la nhung ye'u to' tie'p th! chinh, quang cao cling du9c dung toi nhll'ng
khong quan tr9ng b~ng vi~c chao hang.
b. Nhung quye't dinh v€ ten hieu :
Nguoi tieu dung cam nh~n ten hi~u hang h6a nhU' m<)t phfin thlfc cha't
cua san phffm. Vi~c d~t ten hi~u c6 th€' lam tang gia tr! cua san phffm, tang uy
tin cua cong ty, tC;lO di€u ki~n cho'ng CC;lnh tranh, dU'QC phap lu~t bao V~, thu~n
ti~n trong quang cao; giup ngll'oi mua d6 nh~n d1;1ng san phffm ...
Ten hi~u (Brand name) : la ten gQi nh~m xac d!nh hang h6a hay d!ch
Vl,l cua ngu'oi ban va phan bi~t voi hang h6a cua doanh nghi~p khac. Ten hi~u Ia
phfin d9c len du'c;1c. Vi dl,l : Pepsi, Tribeco ...
Nhan
hi~u
(Trade mark) : la ten
hi~u
thudng m1;1i da du9c dang kyva
du9c lu~t phap bao v~ tranh hi~n tu'c;1ng lam gia.
Vi~c ch9n llfa m<)t ten hi~u phai lam he't sue c§'n th~n : ten hi~u phai
n6i len du'QC phfin nao lQi ich Va chft't lU'Qng San phffm; phai d6 dQC, d6 nh~n ra
va d6 nho; ten hi~u phai d<)c dao; phai d!ch du9c d6 dang sang tie'ng nuoc ngoai;
CO th€' dU'QC dang ky Va du'QC phap lu~t bao V~ d~ dang.
1.3.2.2. Gia
ca (Price) :
a. Khai ni~m : Gia ca la gia trj trao d6i ma khach hang san sang tra
d€ d6i Ia'y nhung lc;1i ich tu vi~c sii' dl,lng m<)t san ph§'m ho~c djch Vl,l nao d6.
b. Cac ye'u to' cfin xem xet khi djnh gia :
•
Cac ye'u to' ben trong :
Ml,lc tieu marketing
Chie'n lu'
T6 chuc vi~c d!nh gia
•
Cac ye'u to' ben ngoai :
- 11 -
-
E>~c di€m cua thj tntong
-
Muc do qnh tranh
-
Cac ye"u to' moi tntong (kinh te", chinh ttj, xa hQi, lu~t phap)
c. Chuong trlnh gia :
(1) Xac djnh ffil;}C tieu cua gia
(2) Xac djnh lu'qng cff u
(3) Ude tinh chi phi
(4) Nghien cl1'u gia cua do'i thu c~nh tranh
(5) Llfa ch9n phu'dng phap djnh gia
(6) Llfa ch9n muc gia cuo'i cung (gia ban san phffm)
1.3.2.3. Phan pho'i (Place) :
a. Khai ni~m : Kenh phan pho'i la t~p hc;ip cac cong ty va ca nhan
(trung gian) CO tu' each tham gia vao qua trlnh lu'u chuy€n San phffm ho~C djch
(tieu dung ho~c cong nghi~p) tu ngu'oi san xua't de"n ngu'oi tieu dung.
b. Cac 19ai kenh phan pho'i : c6 4 19ai kenh chu ye"u sau :
Nha S{(
Nha SX
NhaSX
Nha SX
E>;;ti
Nguoi tieu dung
ly ban si
Nha ban si
Nha ban si
Nha ban le
Nha ban le
Nha ban ie
Nguoi TD
Nguoi TD
Nguoi TD
Hinh 1.4- Cac loq,i kenh tiep thi
Vl;l
- 12 -
c. Chuc nang ciia kenh phan ph6i :
- Di€u nghien : Thu th~p thong tin c~n thie't d€' h<;>ach djnh chie'n
h.tQC Va t<;tO thu~n }Qi cho Slf trao d6i.
- C6 d()ng : Tri€'n khai va ph6 bie'n nhung thong tin c6 sue thuye't
phl;IC cao v€ nhung m6n hang dang kinh doanh Va cac san phffm moi.
- Tie'p xuc : Tim ra va thong tin du'QC voi khach hang tu'ong lai.
- Phan chia, dong g6i, phan l<;>ai hang hoa.
- Tai tr
- Chju may riii : Cha'p nh~n cac rui ro lien quan toi vic$c di€u hanh
ho<;tt d()ng ciia kenh.
d. Cac nhan t6 anh hu'dng de'n vic$c l~p kenh phan ph6i :
- D~c di€'m moi tru'ong
- D~c tinh san phff m
- Khach hang
- D~c di€'m ciia trung gian
- D~c di€'m ciia cong ty
e. Cac tieu thuc d6 llfa ch<;>n kenh phan ph6i :
- Uy tin : thong qua kha nang ban hang, tinh thfrn trach nhic$m, slf
tin c~y, kha nang htu tru thong tin
- Kha nang v€ tai chinh
- Slf u'u tien ma h<;> danh cho cong ty
- Cac ml;lc tieu ciia nguoi phan ph6i
- Kha nang quan ly
- MO'i quan he$
1.3.2.4. Chieu thi (Promotion) :
- 13 -
a. Khai ni~m : Chieu th! la h~nh d<)ng thong bao, thuye't phl;lc khach
hang nho de'n hlnh anh va mua san phftm cua cong ty.
b. Cac cong Cl;l cua ph6i thuc chieu thi :
+ Quang Cao : la m<)t trong nhG'ng Cong Cl;l quan tr9ng nhfft CUa
chieu thi. Quang cao bao g6m nhG'ng hlnh thuc truy€n thong phi ca nhan, du'<;lc
hu'ong d~n thong qua sv tnJ giup c6 tra ti€n, va chuye'n cac thong tin c6 sue
thuye't phl;IC de'n CaC khach hang ml;IC tieu CUa Cong ty.
-
Ml;IC dich cua quang cao : la de' thu hut sl;l' chu
y cua
khach
hang, thuye't phl;IC hQ v€ nhG'ng lqi ich, Slf hffp d~n Cua san phftm nh~m thay d6i
ho~C CUng c6 thai dQ Va long tin tu'dng CUa ngu'oi tieu thl;l v€ San phftm CUa Cong
ty, tang long ham mu6n mua hang cua hQ va di de'n hanh d<)ng mua hang.
+
Khuye'n m~i (xuc tie'n ban hang) : bao g6m ra't nhi€u cong
Cl;l c6 d<)ng nh~m kich thich thi tru'ong dap ung m~nh hon va mau ch6ng hon.
-
Ml;IC tieu cua khuye'n m~i : thuc dfty tieu dung nhi€u hon,
khuye'n khich hQ dung thii', thu hut khach hang moi; d~n dl;l cac trung gian tie'p
thj ban nhG'ng m~t hang moi, hang t6n kho nhi€u hon, c6 ga:ng tlm nhG'ng khach
hang tieu thl;l moi, kich thich ban hang trong mua va:ng khach.
+
Ban hang trl;l'c tie'p : chie'm vj tri quan tr9ng nha't trong thi
tru'ong hang cong nghi~p, du'QC xay dl;l'ng qua CaC chu'ong trlnh : t6 chuc CaC h<)i
nghi ban hang, h<)i nghi khach hang, t6 chuc h<)i ch<;l va tri€n lam, xay dl;l'ng
m~ng lu'oi cii'a hang gioi thi~U san phftm t~i cac thj tru'ong ml;IC tieu ...
+
Tuyen truy€n (quan h~ cong chung) : la m<)t ph§n cua khai
ni~m !On hon, d6 la nhG'ng quan h~ qu§n chung. Quan h~ vdi cong chung cua
Cong ty CO nhi€u ml;IC dich, ben C~nh vi~c tuyen truy€n nang Cao uy tin cho Cong
ty' con t~o nen hlnh anh m(>t doanh nghi~p t6t, lam an dung da:n, quan tam de'n
- 14 -
slf phat trien cua dia phu'ong thong qua cac ho<;tt dqng : tai trcj cho cac phong trao
van ngh~, the thao, ca'p h9c b6ng cho sinh vien cac tru'ong, xay dlfng nha tinh
nghia, nh~n nuoi duong cac ba m(f anh hung su6t doi ...
Tuyen truy~n la m<)t cong
Cl,l
tuy chu'a du'cjc xem tr9ng dung mile
trong ho<;tt dqng tie'p thi, nhung c6 kha nang dang k~ trong vi~c xay dlfng ten
tu6i cua san ph~m va thu hut slf u'a chu<)ng cua khach hang ma l<;ti it t6n kinh phi
hon so voi quang cao. Ne'u trien khai du'cjc mqt ho<;tt dqng tuyen truy~n ly thu, thl
m9i phu'ong ti~n truy~n thong se b~t ngay la'y va vi~c nay c6 th~ tri gia b~ng
hang
tri~u
do-la quang cao. Hon m1a, n6 con dang tin
c~y
hon quang cao.
A'
?
THUCTRANGSANXUATKmH
•
•
K
?
A
DOANH TAM XA Y DUNG
3D CUA
•
~
A
'
TONG DOI
TNXP TRUONG SON
•
- 15 -
CHUONG II
~
?
~
THl}C TR~NG SAN XUAT KINH DOANH TAM
XA y Dl}NG 3D CUA TONG DOI TNXP TRUONG SC1N
,
A
,..?
~
A?
A
'
'
2.1. GIOI THI:t::U TONG QUAN VE TONG DOI TNXP TRUONG SON VA
NHA MAY V~ T LitU CONG NG Ht MOI TRUONG SON
2.1.1. Sd hide v~ T6'ng doi TNXP Truong Sdn :
- T6ng d<)i TNXP Tntong Son du'<;Jc thanh l~p theo quye't djnh chuy€n
d6i thanh doanh nghi<$p doan the'
s6 425/QE>ffUE>TN ngay 09/611999 ciia Ban Bi
thu' Trung u'ong E>oan TNCS Hd Chi Minh tren co sd cong van
s6
18NPCP-
E>MDN ngay 15/511999 ciia Van phong Chi'.nh phii.
- Giffy phep Doanh nghi<$p doan th€ tni dong va hoi;lt d<)ng ti;li Tp. Hd
Chi Minh s61528/GPbs-UB ngay 0517/1999 cua UBND Tp. H6 Chi Minh.
- Giffy chung nh~n dang ky kinh doanh
s6 200811
do Sd Ke' hOl;lCh va
E>:iu tu' Tp. H6 Chi Minh cffp ngay 0717/2003.
Ten giao djch : TONG E>QI THANH NIEN XUNG TRUONG SdN
Ten d6i ngo"1i : TRUONG SON GROUP OF VOLUNTEER YOUTH (TSG)
i
Trl,l sd d~t t"1i: 62 Tr.in Qu6c Thao, Phuong 7, Qu~n 3, Tp. H6 Chi Minh
!
E>i<$n tho<;ii : 84.8.9320495-9320518-9320931
Fax: 84.8.9320492
E>ia chi email: I
Website: www.tsgv.com
V6n di€u 1<$ ban d:iu: 3.000.000.000 d6ng
Ma
s6 thue' doanh nghi~p: 0301471066
T6ng d<)i tru'dng : Ong LE NGOC AN
2.1.2. Chuc nang va nhiem vu cua T6'ng doi TNXP Truong Sdn:
- T6 chuc, tie'p nh~n, quan ly va sii' dl,lng lao d<)ng tlnh nguyen cua
thanh nien d€ xung kich tham gia cac chu'ong tdnh, dlf an kinh te' -xa h<)i, nhfft
- 16 -
la d vung sau, vung xa, vung mi€n nui va hai dao ctia Nha nu'oc giao cho Trung
u'dng Boan thlfc hi<$n.
- T6 chuc thlfc hi~n m{)t
s6 ho~t
d{)ng san xua't kinh doanh, dich Vl.J
nh~m t~o them ngu6n llfc cho ddn viva h6 trc;l cho d{)i hinh TNXP thlfc hi~n cac
dt! an kinh te' - xa h<)i
a nhii'ng vung sau, vung xa, vung kh6 khan.
Quan ly, bao toan, phat tri€'n v6n va co sd v~t cha't ctia ddn vi. Thlfc
hi~n dung che' dQ, chinh sach d6i voi TNXP va ngu'oi lao d{)ng. Cha'p hanh
nghiem tuc cac quy dinh cua phap lu~t v€ san xua't kinh doanh va thlfc hi~n dfry
du cac nghia Vl.J d6i voi Nha nu'oc va Cd quan quan ly ca'p tren.
2.1.3. Pham vi, linh vuc va nganh ngh~ boat dong cua T6ng dOi TNXP
TrtiCtng Sdn :
- Tr6ng, cham s6c, bao v~ rung; nuoi tr6ng, danh b~t va che' bie'n
nong - lam - thuy san.
- Xay dlfng giao thong, cfru du'ong, thuy h;1i, co sd h~ tfrng, cong
nghi~p
va dan dt,mg.
- Dich Vl.J : v~n chuy~n, d~i ly ky gdi, dao t~o va cung ung lao d{)ng.
- Kinh doanh va d!ch Vl.J xua't nh~p khff u : may m6c thie't
bi va phl.J
tung phl;IC Vl,l San xua't; tu' li~U San xua't, V~t tu', nguyen V~t li~U phl;IC Vl.J San xua't;
phu'dng ti~n v~n tai; v~t li~u xay dlfng.
2.1.4 Cac ddn vi tru'c thuoc :
a. Xi nghiep Xay l~p Truong Sdn:
- Bu'c;lc thanh l~p theo quye't dinh
s6
33/QB-TNXPTS ngay
28/10/1999 cua T6ng d{)i TNXP Truong Son, tren cd sd Quye't dinh
s6 529/QB-
TVBTN ngay 07110/1999 cua Ban Bi thu'Trung u'dng Boan.
- Bia chi: 326 Nguy~n Trc;mg Tuy~n, Q. Phu Nhu~n, TP.HCM
- 17 -
- Chuc nang,
nghi~p
nhi~m
V1:J : Xay dl,ing cac cong trlnh giao thong, cong
va dan d9ng.
b. Ban di€u hanh Cung duong TNXP :
- Du
031512000 cua Ban Bi thu Trung uong Doan.
- Dia chi : 383 Ong fch Khiem, P. Nam Duong, Q. Hai Au, TP. Da
Nang
- Chuc nang, nhi~m v9 : Di€u hanh Cung duong TNXP, thi cong
duong H6 Chi Minh.
c. Trung tam Day ngh€ va Dich vu Truong Son :
- Du
ngay 07110/1999 cua Ban Bi thu Trung uong Doan va Thong bao so
176/TBffUDTN ngay 08/3/2002 v/v thanh l~p Trung tam D~y nghe va Djch v9
Truong Son thu<)c T6ng d<)i TNXP Truong Son.
- Dia chi : Liiy Ban Bich, Q. Tan Blnh, TP.HCM
- Chuc nang, nhi~m v9 : Dao t~o ngh€ va gioi thi~u vi~c lam, cung
ling lao d<)ng trong nuoc va xucft khff u lao d<)ng.
d. Xudng san xucft Kim Sanh :
- Dia chi: 2/28 Quoc le) IA, Ap 3, Xa Blnh Hung Hoa, Huy~n Blnh
Chanh.
- Chuc nang, nhi~m v9 : San xucft khuon dao
e. Phong Thi nghiem ki~m dinh cong trlnh :
- Du
hi~u
nh~n
la Phong Thi
nghi~m
chuyen nganh xay dl,ing, mang ma
LAS-XD 174 voi 13 danh m1:1c va 74 phep thll' nghi~m.
- 18 -
- E>ia chi : 203A E>ao Duy Tu, Phuong 6, Qu~n 10, TP.H6 Chi Minh
- Chi nhanh : 383 Ong fch Khiem, P. Nam Duong, Q. Hai Au, TP.
ua Nang
- Chuc nang, nhic$m V\l : Thi nghic$m va cung ca'p cac chi tieu ky
thu~t cua v~t li~u xay dt!ng va ke't ca'u trong cac cong trlnh xay dt!ng nhu' : dan
d\lng cong nghic$p, cftu du'ong, san bay, thuy lqi, cftu cang, nhi~t dic$n, thuy di~n
.... ;Danh gia hi~n tn,rng, ki6m dinh cac cong trlnh xay dt!ng.
f. Nha may vat lieu cong nghe moi Truong Son:
- E>u'qc thanh l~p theo Quye't dinh s6 69/QE>ffSG-02 ngay
18111/2002 cua T6ng d(H TNXP Truong Son.
- E>ja chi : Lo 7 Khu Cong nghi~p E>i~n Nam - E>i~n Ng9c, Tinh
Quang Nam. E>i~n thoc;li: 0510.943247 - Fax: 0510.943248
- Chuc nang, nhi~m V\l : San xua't, kinh doanh ta'm v~t li~u xay
d\l'ng cong nghc$ moi (ta'm xay d\l'ng 3 chi€u - Panel 3D).
Nha may biit dftu di vao ho<:tt d()ng vao cu6i thang 12/2002, voi
dic$n tich nha xu'dng, kho, nha hanh chfnh va cac h<:tng m\lc ph\l trq la : 4.162 m 2
tren t6ng di~n tich khu da't 15.030 m 2 ; t6ng v6n dftu tu' ban dftu la 31,7 ty d6ng
(trong d6 phftn may m6c thie't bi chie'm hon 13 ty d6ng).
* Mot s6 chi tieu v~ san xua't kinh doanh trong thOi gian qua :
E>VT
Nam 2000
Nam 2001
Nam 2002
T6ng doanh thu
Tr.d
7.857,7
57.000
141.400
172.856,9
Lai tru'oc thue'
Tr.d
81,3
400
250
225,1
T6ng s6 lao d()ng
ngu'oi
413
578
488
500
Luong blnh quan
Trd
0,75
1,10
1,5
1,6
Chi tieu
Voe 2003
/ng/th
Bang 2.1- Tlnh htnh san xulft kinh doanh cua TSG nam 2000-2003
