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VIETNAM NATIONAL UNIVERSITY, HANOI HANOI SCHOOL OF BUSINESS DOAN TRAN NHAN E-COMMERCE DEVELOPMENT IN AGRICULTURAL TRADE PROMOTION IN VIETNAM MASTER OF BUSINESS ADMINISTRATION THESIS Hanoi, 2012 VIETNAM NATIONAL UNIVERSITY, HANOI HANOI SCHOOL OF BUSINESS DOAN TRAN NHAN E.C OMMERCE DEVELOPMENT IN AGRICULTURAL TRADE PROMOTION IN VIETNAM Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr Tran Doan Kim Mr Ha Nguyen, MBA ACKNOWLEDGEMENTS Electronic commerce (E-commerce) is a new field and showing great role in trade promotion, products trading through the global Internet E-commerce can help businesses reduce costs because they can introduce to consumers about products and services through its own Website, frequently contact with their customers and learn about customer needs via E-mail, and conduct transactions directly with customers online Moreover, businesses can attract the large customer because Ecommerce is not limited by geography The targeted consumers are not only domestic but also foreigners Due to benefits of E-commerce, now many companies over the world apply this model in their business operation In Vietnam, according to E-commerce Report 2010 of the Ministry of Industry and Trade (MoIT), among more than 3400 enterprises surveyed are almost 100% of businesses applied E-commerce in different levels The application of E- commerce has brought efficiency to the enterprise, especially in access to customers and operations management and sales However, purchasing through E-commerce websites only popular for some kinds of goods and services such as airline tickets, electronics, cell phones, computers, books, tours, hotels, cosmetic, etc Trade promotion is the series of activities to promote the sale of the business in general and target market Since the traditional trade promotion activities are geographically limited, higher costs and taking long time, so the application of Ecommerce seems to overcome such drawbacks In Vietnam agriculture, the E-commerce application is concerned, facilitated and clearly oriented by the Government agencies Besides the traditional trade promotion activities are being applied in agriculture such as surveys, trade fairs and exhibitions E-commerce will create a new promotion method that is simple, convenient, fast and save cost In the present, there are some Agri-businesses applying E-commerce in marketing activities and business of their products Moreover, understanding the i current trend of IT application, there are some professional websites have built and they operate as the trading platform for Vietnam and foreign agricultural products However, only a few businesses can achieve success from these activities and many websites have built with boring content, out of dated information, and the websites cannot attract customers to visit and deal with suppliers in the website During the MBA course at the HSB, I received the enthusiastic support from lecturers and guidance on methods of studying and working Moreover, all of lecturers create good conditions to help me constantly expand, improve knowledge learned in practice In the process of working in Trade Promotion Center for Agriculture (Agritrade), I have discovered and proposed research project “E-Commerce development in agricultural trade promotion in Vietnam” and developed this subject into my thesis During the implementation of the subject, I have received much help from the lecturers, leaders, and staff of Agritrade Which I particularly thank: Lecturer: Ha Nguyen who has dedicated to guide me in the implementation process of this project Mr Nguyen Van Thang - Director of Agritrade who has created good conditions for me to complete this thesis, the research and given many ideas for my thesis In the process of completing this thesis, by the terms subjective and objective can you also flawed So I hope to receive guidance and comments from all lecturers I sincerely thank you! i i ABSTRACT E.COMMERCE DEVELOPMENT IN AGRICULTURAL TRADE PROMOTION IN VIETNAM Doan Tran Nhan MBA Candidate, 2009 – 2011 School of Business – Vietnam National University, Hanoi Supervisors: Dr Tran Doan Kim Ha Nguyen, MBA May 2012, 93 pages Subject “E-Commerce development in agricultural trade promotion in Vietnam” is based on actual duties of the author at the Trade Promotion Center for Agriculture (Agritrade) This is a unit under the Ministry of Agriculture and Rural Development and they responsible for planning and implementation of trade promotion programs for Vietnam agricultural sector; consulting agricultural policies on the export promotion and trade development; and supporting businesses in developing markets Based on the concept of E-commerce and trade promotion, the macro environment analysis; the real situation of E-commerce development in Vietnam, and operation of Agritrade, author has proposed the solutions of applying suitable E-commerce model for trade promotion activities in agricultural sector, thereby helping to promote agricultural enterprise’s image, expanding market and searching for a sustainable business contracts, moreover, helping Agritrade implementation more successful their political duties Structure of this thesis including: - Chapter 1: Theoretical framework - Chapter 2: Background and Real situation of Agricultural trade promotion of AGRITRADE i ii - Chapter 3: Conclusion and the proposal solution of E-commerce development for Agritrade TÓM TẮT PHÁT TRIỂN THƢƠNG MẠI ĐIỆN TỬ TRONG XÚC TIẾN THƢƠNG MẠI NÔNG NGHIỆP TẠI VIỆT NAM Đoàn Trần Nhân Khoa Quản trị Kinh doanh – Đại học Quốc gia Hà Nội Hƣớng dẫn: Ts Trần Đoàn Kim ThS Hà Nguyên Tháng năm 2012, 93 trang Đề tài “Phát triển thươ ng mai điê n tưư xúc tiến thương mai nông nghiêp tại ̣ Viêt Nam” đƣợc thực dựa thực tế nhiệm vụ công tác tác giả Trung tâm Xúc tiến thƣơng mại Nông nghiệp (Agritrade) Đây đơn vị trực thuộc Bộ Nông nghiệp Phát triển nông thơn có nhiệm vụ lập kế hoạch thực chƣơng trình xúc tiến thƣơng mại cho ngành nơng nghiệp Việt Nam; tƣ vấn xây dựng sách nông nghiệp xúc tiến xuất phát triển thƣơng mại; hỗ trợ doanh nghiệp phát triển thị trƣờng Dựa khái niệm thƣơng mại điện tử xúc tiến thƣơng mại; phân tích môi trƣờng vĩ mô; thực trạng phát triển thƣơng mại điện tử Việt Nam; hoạt động Agritrade, tác giả đề xuất giải pháp ứng dụng thƣơng mại điện tử phù hợp cho hoạt động xúc tiến thƣơng mại ngành nơng nghiệp, qua giúp cho doanh nghiệp nơng nghiệp quảng bá hình ảnh, mở rộng thị trƣờng tìm kiếm hợp đồng kinh doanh bền vững, đồng thời giúp Agritrade thực thành công nhiệm vụ trị Kết cấu đề tài bao gồm: - Chƣơng 1: Cơ sở lý luận i v - Chƣơng 2: Bối cảnh thực trạng hoạt động xúc tiến thƣơng mại nông nghiệp AGRITRADE - Chƣơng 3: Kết luận đề xuất giải pháp phát triển thƣơng mại điện tử Agritrade TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT iii TÓM TẮT iv TABLE OF CONTENTS v LIST OF ABBREVIATIONS vii LIST OF TABLES, FIGURES, CHARTS, DRAWINGS viii INTRODUCTION 1 The imperative of subject Establish the main research subject Research’s objectives Research scope Delimitation of the research’s contents 5.1 The basic elements of E-commerce model 5.2 Assign content to develop E-commerce model for Agritrade Research methods .5 6.1 Data collection methods 6.2 Data analysis methods CHAPTER 1: THEORETICAL FRAMEWORK 1.1 E-commerce 1.1.1 The concept of E-commerce .8 1.1.2 Characteristics of E-commerce 10 1.2 The formation of E-commerce 10 1.2.1 The reasons of E-commerce 10 1.2.2 The formation of E-commerce 11 1.3 The situation of E-commerce development in Vietnam .12 1.4 The operation forms and E-commerce transactions 14 1.4.1 The forms of E-commerce activities 14 1.4.2 Transaction forms of E-commerce .17 v 1.5 Benefits of E-commerce for businesses 22 1.5.1 E-commerce reduces costs 22 1.5.2 Impact on enterprise architecture 24 1.6 The E-commerce requirements .25 1.6.1 Technological Infrastructure 25 1.6.2 Human Infrastructure 26 1.6.3 Security and safety 26 1.6.4 Automatic Financial payment system .27 1.6.5 Consumer Protection 28 1.6.6 Economic and legal infrastructure 28 1.7 Definition and content of Trade promotion 29 1.7.1 Definition: 29 1.7.2 The purposes of trade promotion 30 1.7.3 Types of Trade Promotions .31 1.8 Trade Promotion in E-commerce 32 1.9 The difference of E-commerce applications in agricultural trade promotion .33 CHAPTER 2: BACKGROUND AND REAL SITUATION OF AGRICULTURAL PRODUCTS PROMOTION OF AGRITRADE 34 2.1 Overall assessment of domestic market for Agricultural product 34 2.2 Overall assessment of agricultural trade promotion activity of Agritrade 38 2.2.1 Overview of Trade Promotion Center for Agriculture (Agritrade) 38 2.2.2 Agritrade’s main missions: 40 2.2.3 Recent years’ Main Activities: 42 2.2.4 Overview of agricultural trade promotion activities of Agritrade 43 2.3 Assessing the impact of external environmental factors to E-commerce application at Agritrade 46 2.3.1 Impact of economic environment 46 2.3.2 Impact of political legal environment .50 2.3.3 Impact of socio-cultural environment .51 2.3.4 Infrastructure and Internet services for E-commerce 52 2.3.5 Competitors 55 2.3.6 Customers 57 2.3.7 Human resources for E-commerce 59 2.4 Assessing the impact of internal environmental factors to the E-Commerce applications in trade promotion activities of Agritrade 61 2.4.1 Impact of human resources 61 v i 2.4.2 Impact of financial resources 62 2.4.3 Impact of technology infrastructure 63 2.5 Analysis the results of survey and discussions .63 2.5.1 The results of survey 63 2.5.2 Results of expert interviews 75 CHAPTER 3: CONCLUSIONS AND THE PROPOSAL SOLUTION OF E-COMMERCE DEVELOPMENT FOR AGRITRADE 77 3.1 The conclusions and findings through the research process 77 3.1.1 The achievements and limitations of Agritrade 77 3.1.2 The findings of the research process 79 3.2 Orientation and perspective of development of Agritrade in the future .80 3.2.1 Development orientation of Agritrade 80 3.2.2 Agritrade’s views on the E-commerce application 81 3.3 Proposal solutions of deploying E-commerce application in Agritrade .81 3.3.1 Group of Human Resource solutions 81 3.3.2 Solutions related to infrastructure and technology 82 3.3.3 Solutions related to business processes 85 3.3.4 Solutions related to electronic marketing promotion 87 3.3.5 The other solutions: 89 CONCLUSION 91 LIST OF REFERENCES 94 LIST OF ABBREVIATIONS ARPANET Advanced Research Projects Agency Network Agritrade Trade Promotion Center for Agriculture APEC Asia-Pacific Economic Cooperation B2B Business – to – Business B2C Business – to – Consumer C2C Consumer – to – Consumer E – commerce Electronic Commerce ECM Enterprise content management v ii LIST OF REFERENCES + “Government report on the economic and social situation in 2010 and development plan in 2011”, presented by PM Nguyen Tan Dung at Session 8, the National Assembly, 20 October 2010 + “Report on E-commerce training in Universities and Colleges 2010”, VECITA - MoIT, 2010 + Vietnam E-commerce Report 2007, 2008, 2009, and 2010, Vietnam Ecommerce and Information technology Agency, MoIT + Information and data on Information and Communication Technology (ICT) Vietnam 2009, Information and Communication Publishing House, 2009 + Ben Sawyer, Dave Greely, “Creating Stores on the Web”, 2000 + European Commission, “Directive 2000/31/EC on electronic commerce”, 2000 + Gunjan Samtani, “B2B Integration - A practical guide to Collaborative Ecommerce”, Imperial College Press, 2002 + Hoe Tran Van, “The basic E-commerce”, National Economics University, 2007 + Huy Le Van, Study of the theoretical model of E-commerce integration in Vietnamese enterprises, Da Nang University, 2007 + Loi Ngo Thang and Tuan Nguyen Ke, Vietnam Economic 2009, National Economics University, 2010 + Long Ngo Tri, “Stimulus and handling re-inflation risk”, Journal of Finance No 7, 2009 + Masahiko Takeda and Dhaneshwar Ghura, Joint World Bank/IMF Debt sustainability Analysis 2010, July 2010 + Quy Luong Xuan, “Vietnam Economic Overview 2009 and recommendations for 2010”, Journal of Economics and Development, December 2009 + Quy Luong Xuan, “Vietnam Economic Overview 2010 and recommendations for 2011”, Journal of Economics and Development, December 2009 + Thien Tran Dinh, “Economic prospects from the stimulus”, Journal of Banking, October 2009 + Tuan Le, Consumption tendency 2010, Vietnam Marketing Review, May 2010 + UNCITRAL, Model Law on Electronic commerce with guide to Enactment, 1996 + Victoria Kwakwa, Vietnam’s continued success in the post crisis world, the World Bank, 2010 + “Electronic “Thương mại điên tử”, + Commerce”, + “Business-to-business”, APPENDIX Appendix 1: Questionnaire survey for staff of Agritrade I TECHNICAL INFRASTRUCTURE AND IT APPLICATIONS CAPACITY Question 1: Have you been equipped with computers at work? □ Yes □ No Question 2: Does your computer connect to the Internet? □ Yes □ No Question 3: What kind of Internet connection used by Agritrade? □ ADSL □ Leased line □ FTTH □ Other: ……………… Question 4: Does local network (LAN) of Agrirade equipped with network security systems? (Firewall, antivirus, security, etc )? □ Yes □ No Question 5: According to you, what are basic IT applications in the following list that Agritrade has used? HR management Document management and □ operating on the network environment Accounting - Financial □ specialized management Management □ Use of electronic mail □ Anti virus and spam systems □ Teleconferencing □ Other: …………………… Question 6: Do you use email at work? □ Yes □ No Question 7: In your opinion, what are the main functions of the Agritrade’s website? □ Promote Agritrade □ Agriculture news □ Product promotion □ News of Trade promotion □ Enterprises support □ Other: ………………… Question 8: Frequency of updates Website/e-Portal? □ Daily □ Weekly □ Monthly □ Irregular Question 9: Do you get regular support and answer the difficulty during process of IT application? □ Yes □ No Question 10: How about the attention of Agritrade’s Director to IT application? □ Do not care or very little attention □ Medium level □ Fairly attention □ Much attention II IT APPLICATIONS TO PROMOTION ACTIVITIES AT AGRITRADE Question 1: What is method that applied by Agritrade to deploy agricultural products promotion activity? □ By direct displaying □ Broadcast over the phone □ Promoted via Agritrade’s website □ Promoted via email □ leaflets □ Others: ………………… Question 2: According to you, with the current form of implementation, Agritrade has achieved the objectives of agricultural products promotion activity? □ Yes □ No □ Maybe 100 Question 3: According to you, should Agritrade apply IT in the agricultural products promotion activity? Why? □ Yes □ No Reason: ……………………………………………………………………………………… ……………………………………………………………………………………… …………… Question 4: If applied IT, what way Agritrade should use? □ Developing E-commerce website B2B, B2C □ Developing Agritrade’s website □ Use Email □ Other: ……………………………………………… Question 5: If applied E-commerce model, what should Agritrade and what is the most important factor? □ HR preparing □ Marketing □ Web Design □ To upgrade the technical infrastructure □ Other: The ………………………………………………………………… most important factor: ………………………………………………… Question 6: The need to deploy e-payment in E-commerce applications for Agritrade? □ □ □ □ □ (Level decreased from to 1) Question 7: The necessary level of online support deploying in E-commerce application? 131 □ □ □ □ □ (Level decreased from to 1) Question 8: The necessary level of deploying network security in E-commerce application? □ □ □ □ □ (Level decreased from to 1) Question 9: The necessary level of training customer to use E-commerce model? □ □ □ □ □ (Level decreased from to 1) Appendix 2: Questionnaire survey for Agritrade’s customers I PRIVATE CUSTOMER (BUYERS) Question 1: How you buy agricultural products? □ Buy directly □ Buy over the phone □ Buy through Internet Question 2: According to you, what way provider can use to sell agricultural products through internet? Sales through website e-commerce Sales through the Company's website □ Sales via email □ Other: ………………… Question 3: The level of satisfaction of you when purchase agricultural products on the Internet? □ points (very satisfied) □ points (satisfied) □ points (normal) □ points (not happy) □ (very dissatisfied) Question 4: If shopping online, what is payment method you may want to choose? □ Cash □ Credit card □ Bank transfer □ Payment by third party payment service □ Other: …………………………………… Question 5: Do you know about the operation of Agritrade? □ Trade fair organization □ Agricultural product promotion □ □ Consulting □ Other …………………………… Question 6: According to you, should Agritrade apply IT in the promotion of agricultural products? Yes □ No Question 7: in the case of Agritrade applies E-commerce model in promoting products, can you point to the reliability of information provided by Agritrade? □ □ □ □ □ (Level decreased from to 1) Question 8: If you purchase online at the website of Agritrade, what is level of trust to pay online? □ □ □ □ □ (Level decreased from to 1) II SUPPLIER (PRODUCERS) Question 1: What is the current cooperation method with Agritrade? □ Joint fair held by Agritrade Consignment in display area of Agitrade □ Rent long-term space at □ Other …………………………… Agritrade Question 2: The level of effectiveness of current cooperation method with Agritrade to promote products? □ □ □ □ □ (Level decreased from to 1) Question 3: As representative of providers, can you point to the necessary level of deployment E-commerce applications in Agritrade? □ □ □ □ □ (Level decreased from to 1) Question 4: If Agritrade applies E-commerce model, will you cooperate with Agritrade to provide product information? □ Yes □ No Question 5: If applied E-commerce, according you, what are factors Agritrade should focus on? □ HR □ Marketing □ To improve payment method □ To upgrade the technical infrastructure □ Improve delivery process Other: ………………………………………………… Question 6: The necessary level of e-payment when Agritrade applies Ecommerce model? □ □ □ □ □ (Level decreased from to 1) Question 7: The necessary level of training providers to help them introduce themselves, and dealing with customers on the Agritrade’s E-commerce Website? □ □ □ □ □ (Level decreased from to 1) Question 8: The necessary level of deploying online customer care service when applying E-commerce model at Agritrade? □ □ □ □ □ (Level decreased from to 1) Appendix 3: Questionnaire for specialist INTERVIEW FORM Để giúp phục vụ cho việc nghiên cứu xây dựng mơ hình Xúc tiến thƣơng mại hàng nơng sản cho Trung tâm XTTM Nông nghiệp, mong ông/bà tham gia trả lời câu hỏi vấn sau Kết thu đƣợc thực tiến, khoa giúp cho việc xây dựng mơ hình TMĐT cho Agritrade Vì tơi xin chân thành cảm ơn mong nhận đƣợc tham gia nhiệt tình ông /bà Trƣớc tiên xin chân thành cám ơn ông/bà tham gia vấn Câu 1: Ông/ bà đánh giá phát triển hàng nông sản thị trƣờng nƣớc thời gian tới ? ……………………………………………………………………………………… ……………………………………………………………………………………… Câu 2: Ông/bà đánh giá tình hình triển khai hoạt động XTTM hàng nông sản mà Agritrade thực thời gian qua? ……………………………………………………………………………………… ……………………………………………………………………………………… Câu 3: Ông/bà nhận định nhƣ phát triển thƣơng mại điện tử Việt Nam thời gian tới? việc ứng dụng TMĐT lĩnh vực nông nghiệp? ……………………………………………………………………………………… ……………………………………………………………………………………… Câu 4: Ơng/bà rõ nét chiến lƣợc phát triển hoạt động XTTM hàng nông sản Agritrade thời gian tới? ……………………………………………………………………………………… ……………………………………………………………………………………… Câu 5: Theo ông bà việc phát triển, ứng dụng TMĐT hoạt động XTTM Agritrade có cần thiết phù hợp không? ……………………………………………………………………………………… ……………………………………………………………………………………… Câu 6: Nếu ứng dụng TMĐT hoạt động XTTM Agritrade, theo ông/bà Trung tâm phải làm theo hƣớng và yếu tố quan ……………………………………………………………………………………… ……………………………………………………………………………………… Câu 7: Theo ơng /bà, Trung tâm có lợi khó khăn ứng dụng TMĐT vào hoạt động XTTM? ……………………………………………………………………………………… ……………………………………………………………………………………… Thông tin ngƣời đƣợc vấn: Họ Tên: ……………………………………………………………………………………… Đơn vị công tác: ……………………………………………………………………………………… Chức vụ: ……………………………………………………………………………………… Appendix 4: the basic legal framework for electronic transactions in Vietnam LAW 29/11/2005 Law on E-Transactions (No 51/2005/QH11) 29/06/2006 Law on Information Technology (No 67/2006/QH11) 23/11/2009 Law on Telecommunications (No 41/2009/QH12) Government’s Decree Document above 09/06/2006 Decree No 57/2006/ND-CP, on E-commerce Decree No 26/2007/ND-CP, detailing the implementation of 15/02/2007 the Law on E-Transactions regarding digital signatures and digital signature-certification services Decree No 27/2007/ND-CP, on E-transactions in financial 23/02/2007 activities Law on ETransactions 08/03/2007 Decree No 35/2007/ND-CP, on banking e-transactions 13/08/2008 Decree No 90/2008/ND-CP, on anti-spam Decree No 64/2007/ND-CP, on information technology 10/04/2007 application in state agencies operations Decree No 97/2008/ND-CP, on management, provision and 28/08/2008 use of Internet services and e-information on the Internet Handling of violations Law on IT Decree No 63/2007/ND-CP, regulation on sanctioning of 10/04/2007 administrative violations in the domain of IT Law on IT Decree No 06/2008/ND-CP, stipulating on handling of Law on E16/01/2008 administrative violations in trade activities Transactions Decree No 28/2009/ND-CP, on sanctioning of administrative 20/03/2009 violations in the management, provision and use of internet services and online information Law on IT Circular guiding the implementation of some contents of the Decree Circular No 09/2008/TT-BCT, guiding the e-commerce 21/07/2008 Decree regarding information supply and contract conclusion on e-commerce websites Decree No 57/2006/NDCircular No 46/2010/TT-BCT, regulation on operation CP 31/12/2010 management of e-commerce website selling goods or providing services Circular No 78/2008/TT-BTC, guiding the implementation Decree No 15/09/2008 of a number of contents of the Decree No 27/2007/ND-CP 27/2007/NDof Feb 23, 2007, on E-transactions in financial activities CP 16/03/2009 Circular No 50/2009/TT-BTC, guiding electronic trading on the securities market Circular No 180/2010/TT-BTC, guidelines on e-transactions 10/11/2010 for tax registration, tax declaration, tax payment, etc Circular No 209/2010/TT-BTC, providing for e-transactions 20/12/2010 within the professional operation of the State Treasury Circular No 05/2008/TT-BTTTT, guiding a number of 12/11/2008 articles, on management, provision and use of Internet services and e- information on the Internet Circular No 07/2008/TT-BTTTT, guiding a number of contents on the management, provision and use of Internet 18/12/2008 services and information on the Internet regarding the supply Decree No 97/2008/NDof information on blogs CP Circular No 09/2008/TT-BTTTT, guiding the management 24/12/2008 and use of Internet resources Circular No 10/2008/TT-BTTTT, providing for the 24/12/2008 settlement of disputes over Vietnam’s country code domain name “.vn” Circular No 14/2010/TT-BTTTT of June 29, 2010, detailing a number of articles on management of websites and online 29/06/2010 social network services of the Government's Decree No 97/2008/ND-CP of August 28, 2008, on management, provision and use of internet services and online information Circular No 12/2008/TT-BTTTT, guiding the implementation 30/12/2008 of a number of provisions of the Decree No 90/2008/ND-CP, on anti-spam Decree No Circular No 03/2009/TT-BTTTT, providing for management 90/2008/NDcodes and forms of management code certificates for CP 02/03/2009 providers of email advertising, text message advertising, and via-Internet message services Circular No 26/2009/TT-BTTTT, providing for the provision 31/07/2009 of information and assurance of convenient access to websites of state agencies Decree No 64/2007/NDCircular No 25/2010/TT-BTTT, on collection, use, sharing, CP 15/11/2010 security assurance and protection of personal information on websites or portals of state agencies Circular No 37/2009/TT-BTTTT, prescribing dossiers and procedures for licensing, registration and accreditation of Decree No 14/12/2009 institutional providers of digital signature certification 26/2007/NDservices CP 22/07/2010 Circular No 17/2010/TT-BKH, providing in detail pilot online bidding 9/11/2010 Circular No 23/2010/TT-NHNN of Vietnamese State Bank, Decree No regulating on management, operation and use of electronic 35/2007/NDpayment system of inter-bank CP (Sources: Vietnam E-commerce Report 2010 and ICT White book 2010) ... TRIỂN THƢƠNG MẠI ĐIỆN TỬ TRONG XÚC TIẾN THƢƠNG MẠI NƠNG NGHIỆP TẠI VIỆT NAM Đồn Trần Nhân Khoa Quản trị Kinh doanh – Đại học Quốc gia Hà Nội Hƣớng dẫn: Ts Trần Đoàn Kim ThS Hà Nguyên Tháng năm... tiến thƣơng mại cho ngành nông nghiệp Việt Nam; tƣ vấn xây dựng sách nơng nghiệp xúc tiến xuất phát triển thƣơng mại; hỗ trợ doanh nghiệp phát triển thị trƣờng Dựa khái niệm thƣơng mại điện tử... tiến thƣơng mại; phân tích mơi trƣờng vĩ mơ; thực trạng phát triển thƣơng mại điện tử Việt Nam; hoạt động Agritrade, tác giả đề xuất giải pháp ứng dụng thƣơng mại điện tử phù hợp cho hoạt động