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TAP CHi KHOA Hpc TRUONG DAI HOC MOTP HCM SO 2 (41) 2015 91 CHBEN LirOC PHAT TRIEN CUA TRlTOfNG BAI HOC NGOAI CONG LAP NGHIEN CUtJ TRU&NG HOP TRl/OTVG DAI HQC DONG A DA NANG Ngay nhan bai 0/10/2014 Nha[.]
TAP CHi KHOA H p c TRUONG DAI HOC MOTP.HCM-SO (41) 2015 91 CHBEN LirOC PHAT TRIEN CUA TRlTOfNG BAI HOC NGOAI CONG LAP: NGHIEN CUtJ TRU&NG HOP TRl/OTVG DAI HQC DONG A - DA NANG Ngay nhan bai: 0/10/2014 Ngaynhan lai: 27/11/2014 Ngay duyet dang: 26/03/2015 J y ^^ ^ ^ Nham Phong Tudn' Bang Thi Kim Thoa^ Xdy dung chiin lugc phdt triin cua cdc trudng dgi hoc ngodi cdng lap Id cdn thiit nhdm tdng khd ndng cgnh tranh thu hiit hgc vien vdi cdc trudng dgi hoc ndy Bdi viet ndy tim hiiu viic xdy dung chiin lugc cua trudng tu thuc trin ca sd nghien cuu, phdn tich, ddnh gid thuc trgng cdc yiu td bin trong, cdc yiu td bin ngodi, cdc cdng cu marketing, cdng cu thang QSPM, nghien ciru dien hinh tgi Trudng Dgi hgc Ddng A - Dd Ndng nhdm xdy dung nin mot hudng di rieng du sue cgnh tranh thu hiit hgc vien vd tgo diim nhdn ddo tgo theo hudng thuc nghiim Kit qud nghiin ciru da chi cdc gidi phdp chiin lugc: vi ddi ngU qudn ly dgi ngu gidng viin, phdt trien sdn phdm ddo tgo, marketing, cdch thuc thdm nhdp thi trudng, nghiin ciru khoa hgc vd quan hi qudc ti Nhirng gidi phdp chiin luac ndy cd thi giUp trudng Dgi hgc Ddng A ndi riing vd cdc trudng dgi hgc ngodi cong lap noi chung tdng khd ndng dgt dugc muc tieu gido due ciia minh Tir khda: Chiin lugc, trudng dgi hgc ngodi cdng ldp, gidi phdp chiin lugc ABSTRACT Building development strategy of private universities is really necessary to enhance competitiveness in attracting more students to these universities This paper focuses on building strategy of private universities on the basis of researching, analyzing and evaluating the current situation through internal and external factors, marketing tools, QSPM of a case of Dong A University in Da Nang city The results showed strategic solutions in terms of management staffs, lecturers, training products, marketing activities, methods of penetrating educational market, research and partnership These solutions can help Dong A University in particular, and other private universities in general to improve achievability of their educational goals Keywords: strategy, private universities, strategic solutions D a t v S n d g ^, ' r,~ ^ • ' , -• - I Theo Bo Giao due va dao tao nam hgc „„ ^ ^ „ • , , • , , • 1999-2000, ca nuoc co 153 truong dai hoc va J ,A • u 1' ^r A- 1- oA^' cao dana (dai hoc la 69, eao dane la 84), nam r,T,?A ->nnô ã- ^ ã 1- -^^A /n- ^ A • hoc 2004-2005 so truang la 230 (93 trucmg dai ' Zn * / - ^ - t -ITYIA boc 137 trucmg cao dang), nam hoc 2010• ' X • ^ • t *; • T- ^o^ 2011 so truong dai hoc va cao dang la 386 (aai hoc la 163 tnrong, s6 tnrong cao ding la ,23) Nhu vay, so vai nam hoc r999-2000 thi ; | truing dai hoc va cao ding tinh iin nam hoc 2010-2011 da tang them hon 2,5 Ian (Moet, 2012) Viec tang them cac trudng dai ^ , AAk AA^ ,ãô,ô v ^s u^^ tA hoc va cao dang de dap ung nhu cau hgc tap : , , "= x L ° ^^ \ u- i cua ^^ hoi, gop phan dao tao nguon nhan lyc , , , - , , , * phuc VU SU nghiep cong nghiep hoa, hien dai f,- ,; • •, °, \ u-\ cu- i, > -hda dat nuoc la can thiet Song chinh VI viee L ^ ^ • , ,; 2ia tang so uong truang dai hoc f • •.' ° i u*u A - I U - • ' " ' " S 1^^^,"* ™" ' * ™ ? *f=' f°' ^^^'^ '^' "J^ ^ " l^^ / - " ° , "" T 1° ' " ^ ""' ^ ^ ^ ^ut ch, tieu tuyen smh cho truong I TS, Tru'cmg D^i hoc Kinh tk, Dai hpc Qu6c gia Ha Noi Email: tuannp@vnu.edu.vn - ThS, Trirong Dai hoc 06ng A 92 GlAO DUC Trong dd tinh chung cho ca Da Nang thi tdng sd hien cd den trudng Dai hgc hon 20 trudng cao dang va trung cap 63 ca sd dao tao nghe (Cdng thdng tin dien tu' phd Da NSng) Trong diau kien moi trudng thay ddi nhanh chdng nhu hien nay, cac td chuc cdng la cac to chiic san sang ung phd vdi nhihig diau kien thay ddi va cd dinh hudng chian Iugc phat trien phu hgp vdi sy thay ddi dd Chi nhiing td chuc cd hoach dinh chian Iugc dung dan mdi cd the tdn tai va phat trian lau dai Chian lugc dung dan giup td chuc phat huy diam manh va khac phuc nhung diam yeu cua minh, ddng thdi tan dyng tdt cac co hdi va ban cha cac rui ro cd the xay Dieu cung khong ngoai le doi vdi cac trudng dai hgc Viec quan ly cua cac trudng dai hgc ciing khdng the cd ket qua neu ehi tap trung vao nhiing boat ddng ban nha trudng Be ddi phd vdi nhiiiig ap Iuc thay ddi hang ciia in6i trudng ban ngoai cac trudng dai hgc can dSu tu vao lap ka ho^ch chien lugc, vhkn manh viec tri cac muc tieu va chdc nang chinh cua nha trudng tran co sd khai thac nhihig co hgi mdi xuat hien va tim each giam thieu nhiing anh hudng tiau cyc cua mdi trudng ben ngoai Do vay, hg can phai xac dinh hudng di, myc tiau phu hgp vdi yeu cau sinh vian ngudi su dung lao dgng, nhanh chdng thich iing vdi nhimg thay ddi cua ddi s6ng kinh ta xa hgi va huy ddng cd hieu qua cac ngudn lyc ed gidi ban Cau hdi dat la lam de trudng dai hgc ngoai cdng lap tdn tai va phat trien lau dai? Xuat phat tir nhimg nguyan nhan tran, cac tac gia nhan th5y cac trudng dai hgc cSn phai xac dinh cho minh mdt hudng di dung dan, mdt ka hoach chien lugc phu hgp mdi cd the tdn tai, phat trien lau dai va gdp phan nang cao chat Iugng ngudn nhan lyc dap ung nhu cau phat trien kinh ta xa hgi cho sy nghiep cdng nghiep hda, hien dai hda dat nudc Nghian cuu t3p trung xem xet mdt trudng hgp dian hinh tai Da Nang - Trudng Dai hgc Ddng A Tren co sd nghien cuu mgt trudng hgp dian hinh nay, mdt sd giai phap se dugc dua nhim xay dung mdt chien lugc phii hgp va cac giai phap thuc hien cho Trudng Dai hgc Ddng A ndi rieng va cac trudng ngoai cdng lap ndi chung Tong quan ly thuyat xSy dung chien lirac Theo Fred R David (2006), "Chian lugc la mgt tap hgp nhiing myc tieu dai han" Khai niem gan day nhat chi ro: " Chien Iugc la mgt tap hgp nhirng myc tiau va cac chinh sach, cung nhu cac ke hoach chii yeu da dat dugc cac muc tieu do, nd cho thay rd cdng ty dang ho5c se thyc hien cac hoat dgng kinh doanh gj va cdng ty se hoac thudc vao linh vuc kinh doanh gi?" (Nguyin Thi Lien Diep, Pham Van Nam, 2008; Hoang Van Hai, 2010) Quan tri chian lugc dugc phan chia 03 giai doan cd mdi lian he chat che vdi nhau: (i) Xay dyng (Hoach dinh) hay cdn ggi la hinh chian lugc, (ii) thyc thi chian Iugc, (iii) kiem soat va danh gia chian lugc, da dugc khai quat so dd cua Fred R David Viec xay dung eac chian lugc cho don vi dugc thuc hien tren ca sd phan tich va danh gia mdi trudng kinh doanh, nhan biat nhiing co hdi va nguy co tac ddng din sy tdn tai cua doanh nghiep, tir xac dinh cae phuang an chian Iugc da dat dugc muc tiau da Nghian ciiu su dung mdt sd cac cdng cu cu the Bang dudi day TAP CHi KHOA HOC TRUONG DAI HOC MO TP.HCM - SO (41) 2015 Bang Cac cdng cu danh giA, phan tich thuc trang van de Cong cu danh gia 1.1 Danh gia theo yiu td ben trong, ben ngoai (IFE, EFE) [1] Phan tich cac yeu to ben (IFE) 1.2 Banh gia theo SWOT [3] Phan tich diem manh (Strengths) [2] Phan tich cac yeu to ben ngoai (EFE) [4] Phan tich diem yeu (Weaknesses) [5] Phan tich co hgi (Opportunities) [6] Phan tich thach thiic (Threats) 1.3 Danh gia tlieo 4P [7] P h ^ tich san pham (Product) [8] Phan tich gia (Price) [9] Phan tich ve su phan phoi (Place) [10] Phan tich xiic ti6n thuong mai hoac ho trcf ban hang (Promotions) 1.4 Danh gia theo QSPM [11] Phan tich dinh lugng (Quantitative) [12] Phan ti'ch chien luac (Strategic) [13] Phan tich kS hoach (Plaiming) [14] Lap ma tran (Matrix) Nguon: Tdc gid tong hop tir nhieu tdi lieu Nhin chung, ma tran co hdi - nguy ca diem manh - diem yau la mdt ma tran ma mgt tryc md ta cac diem manh va diem yeu; true md ta cac co hgi, nguy co ddi vdi hoat dgng cua td chiic thdi ky chian Iugc xac dinh Giup cho ngudi xay dung chian Iugc cd cai nhin khach quan hon de dua quyat dinh cudi ciing va lya chgn chien Iugc Tuy nhien nlu to chdc nghien ciiu kJ nhu cau cua thi trudng, sau dd san xuat cac san pham phii hgp vdi gia tri san phdm, td chuc he thdng phdn phdi tdt va truyin thdng Marketing cd hieu qua thi chae cbSn se d l dang tieu thy san phkm eua minh Sau ket hgp eac phuong an chian Iugc, quan fri gia se ed mgt loat cac chien Iugc dugc da xuat Chian lugc nao cd tong cdng sd dilm hap dan cao hon se hap dhi hon va co nhiau kha nang duge lya chgn Ma tran QSPM giiip cac nha quan ly xac djnh tinh hip dan ciia cac chien lugc khae bang each tan dung hay cai thien cae yeu td chti ylu cua mdi trudng ben ngoai va ban cua doanh nghiep Sd lugng chien lugc dugc so sanh mdt ma tran QSPM la khdng ban ehe va cd thl Sli dung nhieu ma tran da so sanh nhieu nhdm chian Iugc Phan tich chien luvc tai Dai hoc Dong A - Da Nang T^i cac trudng dai hgc ngoai cdng lap hien nay, dang quan tam nhat la lugng thi sinh tuyin dugc hang nam dang la van de nan giai Cac quy dinh ve tuyin sinh nhu diem san vao cac trudng cdng lap thap, cac thong tu ve tuyen sinh lien thdng (thdng tu 55/TT- BGDDT), eo chl tuyin sinh rieng, xet diam hgc ba md nhilu CO hgi cho cac tnrdng canh tranh thu hut thi sinh, nhung ban canh dd la sy khd khan tuyin sinh tam ly thi sinh van cdn nang mac cam trudng cong lap va ngoai cdng lap Qua nghien cuu danh gia tai Dai hgc Ddng A, Da Nlng, vdi hon 10 nam phat triln, uy tin va ch4t lugng cua trudng Dai hgc Ddng A dugc cgng ddng tin cay Trudng da dao tao, boi dudng dugc ban 10.000 nhan lyc khdi 94 nganh kinh tl, ky thuat cd trinh trung cap, cao dang, dai hgc phuc vy yeu cau ve lao ddng cd tay nghe cao tran dia ban phd Da Nlng va cac tinh ca nudc, dac biet la cac tinh d Miln Trung Nhiau nQ lyc cdng tac tuyen ehgn can bd giang day, chuyan ddi phuong thtic dao tao tir nien che sang tin chi thay ddi phuang thiic dao Thuc hien lian ket, hgp tac vdi cac trudng dai hgc, co sd nghien cuu nudc, cac ca sd dao tao, nghien cuu nudc ngoai va cac to chiic qudc te dky manh va nSng cao chit lugng cdng tac dao tao, nghien cuu ciia nha trudng nham khang dinh uy tin va chat lugng Qua ddnh gid cdc yiu to trin Diim mgnh: - CBGV nang ddng, co trach nhiem, cd kha nang lam viec vdi cudng cao, giang vien CO tam huyet - Quan ly theo tieu chuan chat lugng ISO 9001: 2000, CB Ianh dao cd trinh va kinh nghiem quan ly - Ca sd vat chat, trang thiet hi day du cho ddi mdi phuang phap giang day - Cong tac Nghien ciiu khoa bgc kha - Co kha nang Iinh ddng doi mdi chuong trinh dao tao theo hudng thyc nghiem - Cac boat ddng marketing budc dau cd ket qua tot Diim yiu: - Chua xay dyng dugc thuang hieu - Trinh do, kinh nghiem thyc tian eua CBGD ylu - Chinh sach tao dgng lyc chua cao - Chuang trinh dao tao cdn nang vB kien thiie, it chii trgng ren ky nang, nhat la ky nang mem 3.1 Cdc yeu to ve Khdch hdng Qua phan tich Quy hoach ting thl phat trien kinh te - xa hdi phd Da Nlng din nam 2020, nhu cau lao dgng qua dao tao la r5t cao, gan 2,5 trieu lao dgng quy hoach phat trien ngudn nhan lyc phd Da Nang, 2010 Hon niia, nhu cau dao tao tai cac tinh khac vung Duyen hai miln trung va khu vyc Tay Nguyan cung chua dugc dap ung dii Ngoai ra, hien Bd Gido due va Dao tao vdn cdn tri che xet chi tieu cho timg trudng Do dd ve nhu cau dao tao, nhin chung cang tang 3.2 Cdc trirdng Dai hpc d khu virc ldn can, cdc doi thu cgnh tranh Hien tren ca nudc cd 146 trudng dai hgc va hgc vien, 223 trudng cao dang, vdi dac thil cua Trudng ddi thii eanh tranh ehinh ciia Trudng Dai hgc Ddng A, Da Nlng la nbung trudng khoi ngoai cdng lap Nhung trudng se tryc tiep canh tranh vdi Trudng Dai hgc Ddng A Da Nang tai khu vyc Da Ndng nhu: + Cac trudng thudc he cdng lap Dai hgc Dd Nang: Dai hgc Kmh te, Dai hgc Su pham, Dai hgc Bach Khoa, Dai hgc Ngoai ngy, Dai hgc Tha due tha thao, Dai hgc Y dugc + Cdc trudng thudc he ngoai cong lap: Dai hgc Duy Tdn, Dai hgc Kien Triic, Dai hgc FPT Trong ITnh vyc dao tao dai hgc, cao dang, trung hgc chuyan nghiep, cong nhan ky thuat va day ngha Da Nang khuyan khich cac phan kinh ta tham gia dau tu md cae eo sd, nan sd lugng trudng dao tao khdng ngimg tang, thu hiit kha ddng sinh vian, hgc sinh tir cac tinh lan can den hgc nghiep vu va hgc ngha Trong dd tinh chung cho ca Da Nang thi tdng sd hien cd den trudng Dai hgc, 20 tradng cao dang va trung cdp (cdng lap va tu thyc), 63 ca sd dao tao nghe, trung tam gido dye thudng xuyan - hudng nghiep vd 50 tnmg tam ddo tao tin hgc, ngoai ngu, nghiep vy tu nhan Trong do, phan Idn cac trudng cd hudng tap trung chuyan sau ve ngdnh ngha dao tao nhu trudng Dai hgc Kien tnic tap trung chuyen sau ve cac nganh xay dyng (xay dyng dan dyng, xdy dyng cdng nghiep, xdy cau, hga kien tnie ), dai hgc Ngoai ngft tdp trung chuyan sdu ve nganh ngoai ngii, trudng dai hgc Kinh te tap trung chuyen sdu ve cac nganh kinh tl (kinh tl hgc, kl toan, quan tri kinh doanh, quan tri du Hch ), dai hgc Y dugc tap J TAP CHl KHOA HOC TRUONG DAI HOC MOTP.HCM -SO (41) 2015 trung chuyen sau vl cac nganh nghe y ta dac Di$t la nganh dilu dudng Viec dao tao chuyan sdu vl mgt ITnh vyc nganh nghl ciing la mdt lgi thl canh tranh ciia cdc trudng tao nen sy canh tranh gay gat ngudi hgc lua chgn dan vi ddo tao Hien tai cdc trudng dau tap trung de thyc hien nhiem vu chung dao tao ngudn nhan lyc cho xa hdi, nhung chiam phan ddng la cac ca sd tu nhan tu thyc nan cd su canh tranh v l sd lugng hgc sinh sinh vien giai doan 2005-2010, Da Ndng dao tao nghe dln^ 117.641 ngudi (tuong duong /8 ddn sd Da Ndng) Giai doan 2011 din nay, tuyin sinh cang nhieu hon, binh quan mdi nam khoang 45 ngdn din 47 ngan hgc vien So chung toan khu vyc miln Trung Da Nang tuyan sinh day nghe cao ky lyc, chilm ty le 26,7% (trong Phu Yen chi 5,8%; Quang Ngai chi chilm 5,7%) (Trdn Danh Lan, 2014) Chu yeu dao tao nghe ve thuang mai - du lichdicfa vy, nhung ngan ban Tir nhiing vdn de dd, trudng lai gap nhiau khd khan hon cdng tac tuyan sinh vi cac ngdnh nghe kha gidng nhau, quang bd ciia cac trudng lai ram rg, ten trudng dai hgc cao dang tu thuc lai khdng ro rang giiia cdng lap va ngodi cdng lap nhu trudng Dai hgc Kian tnic, Cao dang Bach Khoa khien tiii sinh bi thu hiit 3.3 Nhd cung cap Gidng vien: Yau td quan trgng nhdt doi vdi tnidng dai hgc la luc Iugng giang vien Hien nay, co cdu gidng vien cua trudng Dai hgc Ddng A - Da Ndng gdm: giang vien co hiiu va hgp ddng dai han ed 106 ngudi; gidng vien thinh giang va hgp ddng ngan ban co 202 ngudi (Trudng Dai hgc Ddng A, 2014) 3.4 Doi thd tiim dn, cdc nhdm dp lire, rdo cdn xdm nhgp ngdnh: Ddi thii tiam dn • Cac trudng dai hgc, cao ddng dia phuang dugc rnd dl ddp ung nhu cdu ngudn nhan luc tai cho • Giai doan 2009, cac trudng giao due nudc ngoai da chinh thuc ddu tu vao Viet Nam- V*^* ^^ *^f ^^ danh tilng, kinh nghiem vd dac biet la tiam lye tdi chinh cac trudng dao t^o nudc ngodi se Id ddi thu canh tranh khdng nho cua cac trudng nudc • Cac trudng dugc ndng cap va md rdng tham ca v l quy mo ca sd h^ tdng, trang thilt bi phdng hgc Idn md them eac ngdnh nghl ddo tao mdi, dae biet la sy lian ket hgp tdc qudc tl ddo tao phdn nao cung ndng cao vi thl va khdng dinh vi tri ciia cac trudng Cdc nhdm ap luc Hien tai, gido due dai hgc Id vdn dk ndng bong dang dugc xd hdi quan tam, dac biet Id van de chdt lugng Cac bao dai cung thudng dua tin phan anh chdt lugng giao due, phuang phdp gidng day, viec Idm, Ngoai ra, ngudi hgc rdt quan tam den viec lya chgn nganh nghe vd thuang hieu cua cdc co sd GDDH Tnidng ndo, ngdnh nao de tim viec nhdt thi se tbu hut nhieu thi sinh nhat Do cac ca sd GDDH phdi chgn nganh nghe dao tao diing nhu cau xa hdi, phdi xdy dyng chuong trinh dao tao thilt thyc vdi yau cdu cua nha tuyan dung va phai dam bdo chat lugng ddo tao thi mdi cd thl thu hut ngudi hgc Dieu da tao dp lyc Idn eho cdc CO sd GDDH Rao can xdm nhap ngdnh Viec chii truong xa hdi hda giao due ciia Nhd nudc da tao dieu kien eho eac Ioai hinh Trudng Dai hgc, Cao dang, ngdy edng phat trien rdng, day la nguy co Idm giam rdo cdn xdm nhap nganh, tang ap Iuc canh tranh cho cdc trudng dai hgc, cao dang Nhieu dich vy sii dyng cong nghe mdi ciing da dugc cac don vi su dung lam phuang tien canh tranh nhu: Hgc Dai hgc tCr xa, hgc dai hgc online, bang dia tu hgc, thu vien dien tu, tai lieu dien tii, tu van qua mang Cdc dich vy thay thl se trd dp lyc Idn den boat dgng ciia trudng Ket qua nghien ciru Phdn tich ma trdn ddnh gid cdc yeu td bin lrong De danh gia nhiing mat manh, mat yeu quan trgng ciia Trudng Dai hgc Dong A, tac gid da lap ma tran danh gia ngi bg sir dung phuang phap chuyen gia de xac dinh miic tdc ddng cua cac yeu td tir mdi trudng den cac GIAO DUC hoat ddng ciia Trudng Dai hgc Dong A Sd lugng mau la 10 chuyen gia, hien ia lanh dao tai cdc phdng, khoa, trung tdm ciia Trudng DH Ddng A cd am hieu rgng ve cac van de lian quan dan boat dgng cua Trudng - Cac "yau td chii yeu" dugc ldy tir cac diem manh va diem yeu cita trudng "Mlic quan trgng" va diem "phan loai" cua cdc yeu td dugc ludng bang phuong phdp chuyen gia Cach xay dung ma tran nhu sau: Bang Ma tran danb gia ylu td ben Trirdng Dai hoc Bong A Cac yeu to Mlic dp quan trpng So diem quan trpng Biem Trinh dp va kinh nghiem cua giang vien 0,12 2 Chinh sach tao dpng lire 0,09 0,18 Trinh dp quan ly 0,09 0,27 Co so vat chat trang thiet bi 0,1 0,4 Tai chinh 0,1 0,3 0,11 0,22 Nghien ciiu khoa hpc 0,1 0,3 Chien luoc marketing 0,11 0,33 Van hoa to chuc 0,09 0,18 10 Chuong trinh dao tao 0,11 Thuang hieu Tong diem hap dan (TAS) Qua ket qua ma tran danli gia ndi bd d Bang 2, ta thdy so diem quan trgng tdng cgng la 2,75 CO cao han mdt chut d miie trung binh 2,5 nhu vdy nd chi d muc tmng binh vl vi tri chien lugc ngi bd tong quat Nhu vdy, Trudng DH Dong A nen tan dung ca sd vat chdt, trang thiet bi va tai chinh ngan sdch cap theo chinh sach phat trien giao due de boi dudng, nang cao nang lyc, trinh do, tao dgng lyc lam viec cho ddi ngu giang vien, ndng cao chdt lugng va hinh anh thuong hieu, xay dung chuang trinh dao tao van hoa td chiic, 0,24 0,22 2,75 Ma trgn ddnh gid cdc yiu to moi tru&ng ben ngodi Da danli gid miic no lyc viec theo duoi cac chian lugc nham tan dung nhiing CO hgi va ne trdnh nhiing de dga tir mdi trudng ben ngoai nhu da phdn tich d tren, tae gia lap ma trdn danh gia eac yau td ben ngoai Cach xay dung ma tran nhu sau: - Cdc "yeu to chii yeu" dugc lay tir cac CO hdi va moi de dga - "Mlic quan trgng" vd diam "phan loai" cua cac yeu to dugc ludng bang phuang phap chuyan gia looEdieni TAP CHi KHOA HOC TRUONG DA! HOC MOTP.HCM -SO (41) 2015 Biing Ma tran danh gia cac yeu to ben ngoai Trirong Dai hoc Dong A Muc quan troog/ Diem hap dan Cac yeu to So diem quan trong/ hap din 1, Chii tnrcfng phat trien GD va tang quyen tu chu cho cac ca so GDDH 0,1 0,3 2, Xu the phat trien va chuyen dich co cau kinh te 0,09 0,18 3, Xu huong hpi nhap kinh te quoc te 0,09 0,18 4, Tiem nang cua thi truang lon 0,11 0,22 5, Su phat trien cua khoa hpc - cong nghe 0,1 0,4 6, Thu nhap binh quan tren dau nguoi 0,1 0,4 7, Chu truang xa hpi hoa GD cua Nha nuoc 0,1 0.2 8, Su ddi cua nhieu truong DH, CD khu virc 0,11 0,33 9, Yeu cau cua nguoi hpc va nha tuyen dung 0,1 0,2 10, Hpc phi 0,1 0,4 2,81 Tong diem Qua k i t qua phan tich ma tran danh gia cac y l u td ben ngodi d Bang 3, sd diam quan trgng tdng cdng la 2,81, cho thdy kha nang phdn ling cua Trudng DH Ddng A chi d mirc tmng binh ddi vdi cdc co hdi va de dga ttr mdi tnrdng ben ngoai Mdt so yau td nhu yeu cau cua ngudi hgc vd nha tuyen dung, tiem nang thi trudng Idn, chu truong xa hgi hda gido due, su ddi cua nhilu trudng DH khu vyc, xu hudng phat trien, chuyan dich ca cdu kinh t l , hgi nhap kinh ta qudc t l Id nhung yeu toanh hudng den sy thdnh cdng ciia Trudng DH Dong A Trudng DH Dong A can chii trgng dan cac chian Iugc ma nd tan dung dugc cdc CO hdi cung nhu giam thieu cac de dga Ket qm nghien ciru chien liig'c thong qua ma trgn SWOT Van dung ly luan ve lap ma trdn SWOT ciing vdi nhiing phan tich danh gia ve diem manh - dilm ylu, co hdi - nguy co chung ta c6 ma tran SWOT nhu sau: Bang Ma tran SWOT va cac chien Iugc Cdc CO hgi (O): Chu truang phat trien gido dye dao tao cua Chinh phii, sy ling hg cua Bg Giao due Ddo tao va dia phuang; Nha nudc tang quyen ty chii cho Cac nguy ca (T): Thu nhdp binh quan tren dau ngudi ciia ngudi dan khu vyc cdn thap Chu truong xa hdi hda gido due ciia Nha nudc Nhung GlAO DUC cac CO sd GDDH nhiau chinh sach ddi mdi thi cii; bd diem sdn nhung keo dai thdi mat boat ddng Xu the phat trien va gian xet tuyin eho cac trudng chuyan dich ca cdu kinh te cdng lap theo hudng cdng nghiep hda, hien dai hda Su ddi ciia nhieu trudng Xu hudng hgi nhdp kinh te dai hgc caodang lrong khu vyc, cac xu the cung cdp qudc te Nhu cdu dao tao gia tang GDDH ciia cdc nudc tien tian khdi lugng tri thtic tran the dang td cd hieu qua gidi tang len khdng ngimg tao nan nhu cau phdt trien kinh te tri thdc tren toan cdu, nhu cdu luc lugng lao dgng cd trinh cao cang tang, nhu cau hgc tap sudt ddi ciia ngudi lao ddng Su manh nghe tbdng Hgc phi: Do ngan sdch ty thu tu chi nen vdn de hgc phi khien cho ngudi hgc phan vdn va nguy co khong vao trudng hoac bd hgc sl cao phdt trian nhdy vgt vd me ve khoa hgc - cdng dac biet la cdng nghe tin Kit hgp S-0: Cdc diem manh (S): Yau edu ciia ngudi hgc va nhd tuyen dyng Qudn ly theo tieu chudn chdt Iugng ISO 9001: 2000, CB lanh dao cd trinh vd kinh nghiem quan ly Chien lugc thdm nhdp thi trudng (Sl S2, S3 S5 - , , , 05): tang cudng boat dgng truyen thdng, de Khd nang linh ddng mgi ngudi vung biet ve ddi mdi chuong trinh ddo tao CO sd vat chat, each thiic quan ly cua trudng DH Ddng theo hudng thyc nghiem A vd cdc lgi ich md Trudng CSVC, trang thilt bi ddy mang lai cho ngudi hgc du cho ddi mdi phuong phap giang day Kit hgp S-T: Chien lugc phat trian san phdm (Sl, S2, S3, S4 - T2, T3, T4): nghian ctiu, ddi mdi ndi dung chuang trinh dao tao hien tai, ndng cao chat lugng, dam bdo dap ting tdt hon cac yau cdu chuyen biet ciia ngudi hgc va nha tuyen dung Cdng tdc NCKH kha Cac boat ddng marketing budc ddu cd kat qua tdt Cac diem yeu (W): Chua xay thuong hieu dung dugc Trinh do, kinh nghiem thuc ta cua giang vian cdn yeu Chinh sach tao ddng lyc chua cao Kit hgp W-0: Kit hgp W-T: Chien lugc marketing (WI - 02, , 04, 05): nghian ciiu yau cau ciia nha tuyen dung va kha ndng dap ling yeu cau cdng viec ciia ngudi hgc sau tdt nghiep Chiln lugc phdt yiln ngudn nhdn lyc (WI, W2, W3, W4, T2, T3, T4): xdy dyng chinh sdch, thu hut nhdn tdi, dao tao, phdt trien, tao ddng lyc eho CBGV va van TAP CHI KHOA HOC TRUONG OAI HOC MO TP.HCM -SO (41) 2015 Chuong trinb dao tao cdn nang vl kiln thdc, cdn it chii trgng ren ky nang, nhat la ky nang mim da dua sdn phdm phii hgp tang cudng quang ba cdc chuang trinh ddo tao nham tao dyng thuang hieu Chian lugc thuang hieu (WI, W2, W5 - , , , 04, 05): tao dung thuong hieu bdng viec lian kit vdi cdc CO sd GDDH danh tilng vd ngodi nudc de hgc hdi kinh nghiem vd cdi tiln chuong trinh dao tao Xay dyng chien lirgc phat triln Trudng Dai hoc Ddng A 5.7 Cdc chien lirac hinh thdnh tir ma trgn SWOT: - Chian lugc phdt trian ngudn nhdn lyc: WI, W2, W3, W'4, T2, T3, T4: vdi chiln lugc nay, Trudng DH Ddng A khac phuc cac ylu diam ve ngudn nhan lyc, ddng thdi vugt qua dugc nguy co canh tranh, ndng cao trinh do, nang Iuc cho CBGD, tir dd dam bao CBGD cd du nang luc va trinh giang day ddp iing dugc yeu cdu ngdy cang cao cua nha tuyin dung vd ngudi hgc - Chian Iugc phat trian sdn pham theo hudng nang cao chat Iugng ddo tao: Sl, S2, S3, S4, T2, T3, T4; vdi chian luge ndy, Trudng DH Ddng A su dyng diam manh ve trinh quan ly, chuang trinh ddi mdi theo hudng thyc nghiem, CSVC, trang thiet bi day du cho ddi mdi phuang phdp gidng day, tai chinh, nghien ciiu khoa hgc da vugt qua cac nguy ca chii truong xa hgi hoa giao due cita Nha nudc, su ddi cua nhiau trudng dai hgc, cao dang khu vyc, cdc xu tha cung cdp GDDH cua cdc nudc tian tiln dang td cd hieu qud vd yeu cdu cua ngudi hgc va nhd tuyin dung cang cao nhdm ddi mdi chuong trinh, ndng cao chdt lugng dao tao, tao nilm tin cho ngudi hge vd nha tuyin dung - Chiln lugc thdm nhdp thi trudng: Sl, S2, S3, S5, 01, 02, 03, 04, 05: vdi chiln lugc nay, Trudng DH Ddng A sir dung dilm inanh vl trinh quan ly, CSVC trang thilt bj 99 hda cho Trudng DH Ddng A Chian lugc tang trudng tap trung(WI, W2 W5 -T1,T2, T3 T4, T5): tap trung phat trien mgt vai chuang trinh dao tao then chdt day du cho ddi mdi phuang phap giang day, tai chinh, marketing de tan dung cac eo hdi vl chu truang phdt trian gido due ddo tao cua Chinh phil, sy ung hg ciia Bg Gido due - Dao tao va dja phuang sy gia tang quyln ty chii ctia Nha nudc cho cac co sd GDDH nhiau mat boat dgng va co hdi ve nhu cau ddo t£io gia tang khoi lugng tri thiic tran thl gidi tang len khdng ngimg tao nen nhu cdu phat trian kinh te tri thiic tran toan cau, nhu cau lyc lugng lao ddng cd trinh cao cang tdng nhu cau hgc tap sudt ddi cua ngudi lao dgng de tang cudng boat ddng truyan thdng, md rgng quy md dao tao - Chiln lugc marketing: WI, 01, 02, 03, 04, 05: vdi chien lugc ndy, Trudng DH Ddng A day manh boat dgng nghien cuu yeu cau nha tuyen dung va khd nang ddp img yau cdu edng viec cua ngudi hgc sau tdt nghiep da dua cac chuang trinh dao tao cho phii hgp, ddng thdi tang cudng quang bd cho cac chuong trinh dao tao va xay dung hinh anh thuang hieu Chian lugc lien ket vdi cac co sd GDDH danh tieng vd ngodi nudc de hgc hdi kinh nghiem va cai tien chuang trinh dao tao: WI, W2, W5, 01, 02, 03, 04, 05: vdi chian lugc ndy, Trudng DH Ddng A cd the khac phuc dugc yeu diam cila minh ve thuang hieu, nang lyc, trinh ciia gidng vien va chuang trinh dao tao de tan dung dugc cdc co hgi va nhu cdu dao tao - Chian lugc tang trudng tdp trung: WI, 100 GIAO DUC W2 W5, T l , T2 T3 T4, T5: Chien lugc tap trung ngudn lyc da phat trien manh mdt vdi chuong trinh ddo tao then chdt, tir ty khang dinh minh, tao danh tieng thuang hieu cho Trudng ddng thdi khae phyc dugc yau diem ciia minh va tranh cac mdi de dga tii' ben ngoai 5.2 Nghien ciru chien lupc thong qua ma Iran QSPM Da ddnh gid va lya chgn chian Iugc phil hgp, tac gid lya chgn ma trdn QSPM dya vdo phuong phap khao sat y kien chuyen gia (vi QSPM phan tich dya tran diem sd cua ma trdn cac yau td ban vd cac yeu to ben ngodi cac yau td da xac dinh dugc muc dd quan trgng cua timg vdn da d myc tren nen tac gia su dung lai thang diam, tdng sd diem quan trgng, miic thu hut ciia timg yeu td) ket hgp vdi phdn tich SWOT ciing vdi nhirng sy danh gid cua ban than va dua nhiing nhdn dinh nhu sau: Chiing ta CO ma tran cho 04 nhom ket hgp ma trdn SWOT d tran d ma trdn QSPM cho nhom WO co 02 phuong an chian lugc la chian lugc Marketing va chien lugc thuong hieu, diam so va miic hdp dan cua chian lugc Marketing vdn dang chiam uu tha nen viee lya chgn la hgp ly O ma trdn QSPM cho nhdm SO chi cd cd 01 phuong an chien lugc nen khdng thiet lap ma tran cho nhdm ndy Ci ma ydn QSPM cho nhdm ST: Chgn chien lugc co tdng diam hap ddn Idn nhdt la chien lugc phat trian san pham d ma trdn QSPM cho nhdm WT: Chgn chien Iugc cd tdng diem hap ddn Idn nhdt la chien lugc phat trien nhan su Trong nhdm SO chi cd mgt phuang an chien lugc la thdm nhdp thi trudng Chiln lugc rat phu hgp giai doan hien tai, muc tieu ngdn ban din 2015 va chi cd mdt nen chung ta quylt dinh lya ehgn chiln lugc ndy Ddng thdi xem nd la vdn dl biic thilt can lam giai do^n 2015, cang vl sau, muc tieu ddi ban cdn dugc giai quylt thi se tilp tuc su dung chien luge xdy dyng thuong liieu sau da thyc hien dugc chiln lugc Marketing Ma trdn SWOT chi giup doanh nghiep de cdc chien lugc khd thi cd tha Iua chgn chii khdng phai dua chgn lya hay quylt dinh chien lugc nao la tot nhat Tuy nliian, ddy la t l chirc gido due ngoai cong lap, mang tinh chat tu nlidn nen nlu to chiic nghian ciiu ky nhu cdu cua thj Irudng, sau dd sdn xudt cac san phdm phil hgp vdi gid trj sdn phdm, td chuc he thdng phdn phoi tot vd truyen thdng Marketing cd hieu qud thi chdc chdn se dl dang tieu thu sdn pham cua minh Tdc gid xdy dyng tham chien Iugc 4P da cd nhung phan tich vd lya chgn sdu sac hon 5.3 Nghien cu-u Snh hir&ng chien lirac phdt trien trir&ng Bai hpc Bdng A din nSm 2020 theo mo hinh 4P Chien lugc sdn phdm (Product): Da dang hda nganh nghe dao tao bang each: Tang so lugng cac nganh ngha, bac va he dao tao Chuong trinh ddo tao phai dam bao khdi lugng kiSn thirc va ky nang co bdn, hien dai dugc cap nhdt tir nhiing ehuang trinh tien tien cua nudc ngodi, dugc cdi tian sat vdi thyc tien Viet Nam trudc mat la dao tao khd nang ve cdng nghe Trang bi cho sinh vien hai cdng cy quan trgng de dl dang tim kilm viee Idm va hdi nhdp qudc ta Dd Id ky nang ngoai ngii va ky ndng tin hgc va cac ky ndng mam, ky nang thyc hanh khac Da dang hda loai hinh ddo tao nhu md cdc khda hgc ngdn ban bdng each ndm bdt nhu cdu xa hdi cdn dao tao nhihig nganh nghe nao va lya chgn cac chuyan gia nganh tham gia giang day hoac mdi nhung doanh nghiep, ca nhdn cdng \e giang day truyen dat kinh nghiem Ddng thdi md nhiing chuang trinh dao tao theo yeu cdu cua doanh nghiep Chien lugc ndm fdi: khdch hdng cUa Trudng - Vdi chiln lugc phdt trien da nganh da he ddo tao thi phan khuc khach hang etia Nha tiudng tuong dli da dang Tuy nhian, dua tren vi thl cua Trudng hien tai cung nhu tam ly ciia xa hgi (hgc sinh va phu huynh) La trudng tu thyc, ngoai cdng lap thi muc tiau_ khach hdng cua Trudng tiong giai doan tdi van chii trgng TAP CHi KHOA HOC TRLTONG OAI HOC MOTP.HCM -SO (41) 2015 ddi tugng sinh vian dang ky tuyen sinh nguyen vgng vao nhimg ky thi Dai hgc Cao ddng hang nam Ben canh dd, nhdm ndng cao chdt lugng ddu vao, phyc vu eho chiln Iugc ddo tao cdc chuyan nganh chdt lugng cao thi ndng cao khau tuyen sinh vien tbeo phuong thiic xet diam tir cao xudng thap, de tuyan chgn nhiing sinh vian cd kit qud thi tuyan tdt dap un^ duge yeu cdu cua Nha trudng, nganh nghS Ddi tugng khach hang se md rdng tham d nhung ngudi da tdt nghiep cap va cd dilm trung binh cua nam hgc fren 5.5, ngoai md rdng tham cdc ddi tugng tai doanh nghiep, ddi tugng chua qua ddo tao tham gia cdc chuang tiinh ngan ban Chiin luge hoc phi (price): Hgc phi ciia tnrdng phai van dung theo quy dinh muc khung ciia Bd Gido due va Dao tao Hgc phi phai di ddi vdi chdt lugng dich vu va CO sd vat chdt phyc vy ddo tao ma sinh vien dugc thy hudng Chiin lugc phdn phoi (Place) Tang cudng khd nang tuyan sinh ddu vao frong cd nudc ban canh xay dung nhihig mdi quan he vdi cac doanh nghiep de tim ddu cho cdc sinh vien sdp tdt nghiep cd chd kien tap, thyc tap hoac ldm viee Chien luge chiiu thi (Promotion) Xdy dyng hoat dgng Marketing bai bdn, hieu qua bang each dang quang cao tren bao cho nhung nganh hgc mdi cua trudng, cd nhirng bdi viet PR ndi ve trudng hodc tao ddu dn ddc tnmg cua Tnrdng, nhin vao dd khach hang cd thl nghl den thuang hieu ciia Trudng md khdng lan vdo ddu dugc CQng cd tha lian kat vdi cac trudng phd thdng td chiic hgi tu van hudng nghiep nham giup hgc sinh hiau ro ve cac nganh nghl dang dao tao d trudng tao hinh dnh tdt nhu tham gia tu vdn miia thi d cdc tinh thdnh cd nudc Ban canh dd trudng cd the lap nhdm bien tap viet nhiing bai bao chuyen dl ve trudng giri den cac doanh nghiep, cdc trudng THPT; Phdi hgp ddy manh cdng tac quang ba cho trudng qua cac phong trdo: boat ddng van hoa van nghe thl due thl thao, cdc cudc thi hgc thuat, hoat ddng tir thien vi cgng ddng qua dd tao hinh dnh thdn thien ciia Trudng den vdi xa hgi Qua cac chien lugc da phdn tich tren, viec tap tmng theo chien Iugc tao su khde biet hoa Id diau cdn thiet nhdt hien doi vdi Trudng dai hgc Ddng A Khde biet tir viec ndng cao chat lugng gidng day tbdng qua viec tap frung vad chdt lugng ddo tao, xdy dung dgi ngO giang vien cd kinh nghiem thyc te tir thtic day chuang frinh ddo tao theo hudng thyc nghiem nham dap img nhu cdu lao ddng eiia doanh nghiep, dong thdi lian kit chat che vdi cdc doanh nghiep de vira nam bdt nhu cdu tuyen dyng, vira tao dugc co hdi viee lam cho sinh vien, dd la diem then chdt nhdt hien cdn phdi hudng tdi Trong diau kien mdi trudng thay ddi nhanh chdng nhu hien nay, de cd the thich iing kip thdi, diing viing va gianh thang lgi, cac trudng dai hgc ngodi cong lap cdn phai xdy dung ka hoach chien lugc phdt trian cbo minh mgt cdch nghiem tiic va khoa hge Tap trung dao tao nguon nhan lyc ddp ting duge nhu cdu tuyan dung cua doanh nghiep ca ve chat lugng ldn sd lugng, tap trung nguon lyc de phat trien manh mgt vai chuang trinh dao tao then chdt da xdy dung thuang hieu, su dung hieu qua cac ngudn lyc, ddng thdi xdc dinh dung hudng di cua minh qua frinh phat trian 102 GIAO DUC TAI LIEU THAM KHAO Cdng thong tin dien tu pha Da NSng (2010) Cac co so giao due - dao tao tren dia ban thanii ph6 Da NSng (Dai hpc, Cao djng, Trung hoc chuyen ngliiep, Trung lioc thong), truy cap 4/5/2014 tai http://www.danang.gov.vn/portal/page/portal/danang/chinhquyen /gioi_thieu/BMTC/cac_co_so_gd_dt C6ng thong tin dien tir ph6 Da Nlng (2010) Quy hoach phat trien ngu6n nhan lyc ph6 Da Nlng, truy cap 4/5/2014 tai http://www.danang.gov.vn/portal/ page/portal/danang/chuyende /rhong_tin_quy_hoach/quy hoachthanhjho/Kinh_te?p_pers_id=&p_folder_id=613079 9&p_main_news_id=6248602&p_year_sel= B6 Giao due & Dao tao (2012), S6 li^u thdng ke cua bp giao due va dao tao, nam 2012 http://www.moet.gov.vn Fred R David (2006) Khdi ludn vi Qudn tri Chiin luac, Nxb Th6ng ke, nguoi dich: Truong Cong Minh, TrSn Tuin Thac, Trkn Thi Tucmg Nhu Nguyin Thi Lien Diep, Pham Van Nam (2008) Chien luac vd chinh sdch kinh doanh, Nxb Lao dong — xa hoi, TP.HCM Hoang Van Hai (2010) Qudn tri chiin luac, Nxb Dai hoc qu6c gia Trin Danh Lan (2014) Lech pha giita ddo lao vd tuyen dung d Dd Ndng, Bao Nhan dan so 08 thang 04 nam 2014 Trucmg Dai hoc Dong A (2012) Sao cdo tdng kit, Da Nang