Hệ thống phân phối sản phẩm của các doanh nghiệp gốm sứ bát tràng hiện trạng và giải pháp phát triển đến năm 2015

0102 * ION VH * HNVOQ HNIK 1'81 NVQO AS 3^ 4257 LV ThS It TRUONG DAI HOC KINH t£ Qu6c DAN *** PHAM THI THANH HUONG ~I I dXThoFktq^ TT THONG TIN THLfVlEN j PHONG LUAN AN ■ TU LIEU | HE THONG PHAN PHOI SAN PHAM CUA CAC DOANH NGHIEP GOM SUT BAT TRANG - HIEN TRANG VA GIAIPHAP ■ ■ PHATTRIEN DEN NAM 2015 Chuyen nganh: Quan tri Kinh doanh Thifcfng mai LUAN VAN THAC SY QUAN TRI KINH DOANH Ngirdi hirdng din khoa hoc: TS TRAN VAN BAO HA NOI, NAM 2010 MUC LUC TRANG PHU BIA MUC • LUC • DANH MUC CAC CHI VIET TAT DANH MUC BANG BIEU, SO DO TOM TAT LU AN VAN MO DAU CHUONG NHtfNG van de ly LU A • n co ban ve he• THONG PHAN PHOI SAN PHAM CUA CAC DOANH NGHIEP SAN XUAT r \ r •> 1.1 Khai quat chung ve he thong phan phoi san pham cua doanh nghiep 1.1.1 Khai niem 1.1.2 Vai tro va chuc nang cua he thong phan phoi r r r •> 1.1.3 He thong phan phoi san pham cua cac doanh nghiep san xuat 1.1.3.1 He thong phan phoi san pham nen kinh te quoc dan 1.1.3.2 He thong phan phoi san pham cua cac doanh nghiep san xuat vat chat 12 1.2 Phat trien he thong phan phoi san pham .15 1.2.1 Can cu phat trien he thong phan phoi san pham 15 1.2.2 Noi dung phat trien he thong phan phoi san pham 17 1.2.2.1 Phat trien he thong phan phoi theo chieu rong 17 1.2.2.2 Phat trien he thong phan phoi theo chieu sau 18 1.2.2.3 To chuc va quan ly phan phoi san pham 20 1.3 Cac chi tieu danh gia ket qua phat trien he thong phan phoi .24 1.3.1 So luong vien he thong phan phoi 24 1.3.2 Doanh thu va thi phan 25 1.3.3 Toe tang doanh thu va tang thi phan 25 z 1.4 Cac nhan to anh huong den phat trien he thong phan phoi hang gom su 26 r r r r 1.4.1 Cac nhan to noi tai 26 1.4.2 Cac nhan to moi truong ben ngoai 27 \ z r z 1.5 Kinh nghiem cua mot so doanh nghiep ve phat trien he thong phan phoi san pham gom su 29 CHUONG PHAN TICH THLJC TRANG HE THONG PHAN PHOI HANG GOM StT CUA CAC DOANH NGHIEP BAT TRANG 33 2.1 Khai quat ve lang nghe gom su Bat Trang 33 2.1.1 Qua trinh hinh va phat trien 33 2.1.2 Tinh hinh san xuat kinh doanh 38 2.2 Phan tich thuc trang he thong phan phoi san pham gom su cua cac doanh nghiep o Bat Trang 44 2.2.1 Su hinh va to chuc kenh phan phoi 44 2.2.1.1 Su hinh he thong phan phoi 44 2.2.1.2 To chuc kenh phan phoi 48 z z • 2.2.2 Hoat dong cua he thong phan phoi san pham cua cac doanh nghiep o Bat Trang 55 2.2.2.1 Tinh hinh du tru hang hoa 55 2.2.2.2 Hoat dong cua cac vien cac kenh 58 2.2.3 Cac hoat dong ho tro ban hang, phan phoi 71 2.2.3.1 Cong tac nghien cuu thi truong 71 2.2.3.2 Hoat dong quang cao, xuc tien ban hang 72 2.3 Nhung ket luan danh gia qua nghien cuu thuc trang phat trien he thong phan phoi cua cac doanh nghiep gom su Bat Trang 73 2.3.1 Nhung ket qua dat duoc 73 2.3.2 Nhung han che ton tai: 75 CHlTONG MOT SO GIAI PHAP PHAT TRIEN HE THONG PHAN PHOI SAN PHAM GOM SU* CUA CAC DOANH NGHIEP BAT TRANG 77 3.1 Du bao xu huong thi truong san pham gom su va phuong huong phat trien cua cac doanh nghiep gom su Bat Trang 77 3.1.1 Du bao xu huong thi truong san pham gom su 77 3.1.2 Phuong huong phat trien cua cac doanh nghiep gom su Bat Trang 79 3.2 Quan diem phat trien he thong kenh phan phoi tai cac doanh nghiep Bat Trang 82 3.3 Mot so giai phap phat trien he thong phan phoi hang gom su cua cac doanh nghiep d Bat Trang 83 3.3.1 Nhom giai phap danh cho doanh nghiep 83 3.3.1.1 Dam bao quy trinh thiet ke kenh khoa hoc 84 r r 3.3.1.2 Lien ket mang ludi kenh phan phoi cua cac doanh nghiep Bat Trang mot he thong phan phoi thong nhat 85 3.3.1.3 Phat trien kenh phan phoi san pham d cac thi trubng diem tren ca nude va kenh phan phoi san pham cao cap 86 3.3.1.4 Ung dung thuong mai dien tu cong tac phat trien he thong phan phoi 90 3.3.1.5 Hoan thien cac bien phap marketing - mix 91 1.2.1.6 Nang cao nang luc nghiep vu cho cacthanh vien kenh 92 3.3.2 Kiennghi 96 3.3.2.1 Doi vdi Hiep Hoi Gom su Bat Trang 96 3.3.2.2 Doi vdi UBND Ha Noi 97 3.3.2.3 Doi vdi Nha nude 99 KET LUAN 102 TAI LIEU THAM KHAO 104 PHU LUC DANH MVC CHIT VIET TAT CN : Cong nghiep CTCP : Cong ty c6 phan DN : Doanh nghiep DBSCL : Dong bang song Curu Long DCN - TTCN : Diem cong nghiep - Tieu thu cong nghiep DNB : Dong Nam bo GDP : Tong san pham quoc noi KH : Khach hang SX : San xuat TNHH : Trach nhiem htru han UBND : Uy ban nhan dan USD : Do la My VMS : He thong marketing lien ket doc DANH MUC CAC HINH, BANG, BIEU DO HINH Hinh 1: He thong phan phoi true tiep & gian tiep .5 Hinh 2: Cac loai kenh marketing 10 Hinh 3: He thong phan phoi cua cac doanh nghiep gom su tai Bat Trang 2005-2009.48 BANG Bang 1: Ket qua hoat dong san xuat kinh doanh va xuat khau cua cac doanh nghiep Bat Trang 2005-2009 38 Bang 2: Mot so chi tieu phat trien kinh te Bat Trang nam 2008-2009 39 Bang 3: Ty le tieu thu theo kenh true tiep va gian tiep cua nhom san pham 51 Bang 5: Co cau thi truong xuat khau cua cac doanh nghiep Bat Trang qua cac nam 2005-2009 53 Bang 6: Doanh thu xuat khau cua cac DN Bat Trang 2008-2009 53 Bang 7: Ty tieu thu hang gom su cac thang trung binh mot nam (2005-2009)56 Bang 8: Tinh hinh kho bai va du tru hang hoa cua mot so doanh nghiep gom su Bat Trang dien hinh 57 Bang 4: So luqng cac cua hang va trung gian phan phoi 58 cua cac doanh nghiep san xuat tai Bat Trang 2005-2009 58 Bang 9: Ty cac kenh phan phoi nuoc cua gom su Bat Trang 60 Bang 10: Ty phan phoi noi dia cac loai san pham gom su Bat Trang nam 2009 62 Bang 11: Doanh thu tieu thu nuoc cua cac cua hang va trung gian phan phoi tai Bat Trang 2005-2009 69 Bang 12: Lui nhuan tieu thu cac san pham nam 2009 71 BIEU DO Bieu 1: Ty le cac yeu to chon lira cua nguexi tieu dung mua hang Bieu 2: Bieu doanh thu va xuat khau cua Bat Trang qua cac nam 2005-2009 40 Bieu 3: Ty tieu thu san pham theo tung thoi ky nam 56 Bieu 4: So luqng cua hang va trung gian phan phoi tai Bat Trang qua cac nam 2005-2009 59 Bieu 5: Ty cac kenh phan phoi nude cua san pham Bat Trang nam 2009 63 TRUONG DAI HOC KINH TE QUOC DAN *** PHAM THI THANH HUONG HE THONG PHAN PHOI SAN PHAM CUA CAC DOANH NGHIEP ■ ■ GOM Stir BAT TRANG - HIEN TRANG VA GIAIPHAP PHAT TRIEN DEN NAM 2015 ■ ■ Chuyen nganh: Quan tri Kinh doanh ThiTdng mai TOM TAT LUiN VAN THAC SY • HA NOI, NAM 2010 • TOM TAT LUAN VAN Trong nhieu lang nghe ven song Hong duoc luu danh, lang gom Bat Trang noi len nhu la mot nhung lang nghe cho doi nhieu san pham tinh te, song dong, ap day mau sac que huong Da co nhieu tai lieu va cong trinh nghien cuu ve lang nghe gom su Bat Trang : nhung net dac sac cua mot lang nghe truyen thong vdi nhung nghe nhan noi tieng va tiem nang du lich chua duqc khai thac Tuy nhien, chua co nhieu nghien cuu mot each co he thong ve nhung hoat dong san xuat r r r •> kinh doanh gom su tai Bat Trang Luan van: ‘7/e thong phan phoi san pham cua r r cac doanh nghiep gom su Bat Trang - Hien trang va giai phap phat trien den nam 2015" nham nghien cuu he thong phan phoi cua cac doanh nghiep san xuat gom su tai lang nghe Bat Trang, de mot so giai phap de mo rong va nang cao hieu qua hoat dong cua he thong phan phoi De dat duqc muc tieu tren, chuong 1: “Nhung van de ly luan co ban A r r r ve he thong phan phoi san pham cua cac doanh nghiep san xuat”, luan van da dua nhung ly thuyet co so ve he thong phan phoi nen kinh te quoc dan, ve phat trien he thong phan phoi cua cac doanh nghiep san xuat vat chat Cac ly luan co ban r dune tom tat qua nhung diem chinh sau: - Khai quat chung ve he thong phan phoi san pham cua doanh nghiep: Cac khai niem, vai tro va chuc nang cua he thong phan phoi nen kinh te thi truong Qua thay duqc phan phoi la khau quan trong hoat dong san xuat kinh doanh Phan phoi vua la giai phap, vira la dong luc thuc day san xuat phat trien, va cung la thuoc muc phu hqp giua san xuat va tieu dung Do la hinh thuc r a r chuyen quyen so huu cua hang hoa tu nguoi san xuat den nguoi tieu dung thong qua qua trinh tao nguon hang, du tru, to chuc va thiet ke kenh phan phoi He thong r r r r phan phoi cua cac doanh nghiep san xuat dua tren co so cua he thong phan phoi san mot cau true kenh phan phoi vdi chieu dai, chieu rong cua kenh va tuyen chon cac vien tham gia kenh phan phoi Doi vdi cac doanh nghiep san xuat vat chat, 93 tac dao tao can bo quan ly, thu thu cong cho cac lang nghe vdi so luong tap trung, dam bao toan bo tho thu cong cac lang nghe duoc dao tao tay nghe Vdi he thong cua hang va dai ly cua cac doanh nghiep san xuat “tu san tu tieu” thi chi mdi la cac cua hang ban le, chua hien dai Mot thoi he thdng da gop phan r •> \ tieu thu san pham hang hoa rat ldn Tuy nhien, vdi yeu cau phat trien cang cao, toe luan chuyen hang hoa cang ldn (binh quan 20%/nam), sue mua cang ldn va qua trinh hoi nhap da lam cho ngudi tieu dung thich ung vdi cac he thdng phan phdi chuyen nghiep Chinh vi vay, viec xay dung va dao tao doi ngu nhan luc dap ung duoc nhung doi hoi mdi la nhan td quan de phat trien he thdng kenh phan phdi Td chuc quang ba ve cac lang nghe, san pham lang nghe, co sd san xuat va cac nghe nhan cua lang nghe nam cac tuyen du lich; lua chon, dao tao hudng dan vien du lich cho chinh doi ngu tho thu cong cac lang nghe r Khuyen khich cac vien kenh Mdi quan he giua cac vien mang ludi va nha san xuat la mdi quan he chieu Mdi quan he cang mat thiet cang de di den muc tieu chung cua ca he ' ' ' A thong Muon vay nha san xuat phai thuong xuyen nghien cuu, tim hieu nhu cau cua trung gian va cd phuong hudng giup dd giai quyet - De khuyen khich cac vien kenh trudc het nha san xuat phai tim hieu nhu cau va mong muon cua cac vien kenh de cd chinh sach ban hang thich ung vdi cac nhu cau va mong muon cua ho - Cac phuong phap dung de khuyen khich cac vien kenh bien la hop tac, thiet lap mdi quan he vien va xay dung chuong trinh phan phdi Muc tieu cua cac phuong phap la tao cac quan he lien ket chat che kenh Muc thuc hien: tir nhung hinh thuc khuyen khich don le den viec thiet lap he thdng Marketing chieu doc - Tro giup ve dong san pham: nha san xuat dam bao cung cap cho cac vien mang ludi dong san pham tot nhat, cd kha nang ban duoc vdi doanh sd cao, dat duoc loi nhuan cao 94 - Trg giup ve quang cao va xue tien ban hang Mot chien dich quang cao la each loi cuon tot nhat doi vdi ngudi tieu dung vi ho se biet den san phAm, biet den cong ty va co hoi ban hang se tang len - Su trg giup ve quan ly: cong ty nen dao tao mot luc lugng nhan vien ban hang de hg cd kha nang viec phan tich va xue tien thi trudng Ngoai cac bien phap tren, nha san xuat phai giup dd hg hg gap kho > r r \ khan ve su canh tranh gay gat cua cac doi thu canh tranh, ve su thay doi cua mdi trudng kinh doanh nen kinh te thi trudng Cac nha san xuat phai de cho cac nhan vien thay rang hg cd dugc su giup dd hg tham gia vao he thong mang ludi ban hang cua nha san xuat, dong thdi su giup dd phai dugc tien hanh thudng xuyen, lien tuc sudt thdi gian hg la vien cua mang ludi Nha san xuat phai thay dugc rang cac trung gian chinh la khach hang cua minh Va viec thoa man nhu cau, udc muon cua cac trung gian la vo cung can thiet Nha san xuat phai thudng xuyen dong vien, khuyen khich cac trung gian Song khuyen khich the co nhung bien phap khuyen khich thich hgp thi cong ty phai thuc su hieu dugc cac vien he thong mang ludi ban hang Ben canh nhung bien phap khuyen khich do, nha quan ly cung phai xay dung nhung hinh thuc phat thich hgp doi vdi cac vien hoat dong khong cd hieu qua - Doanh nghiep phai gan lien cac cong cu Mar-Mix khac vdi cac quyet dinh kenh de tao su hgp tac va thuc diy cac vien kenh Danh gid hoat dong cua cac vien kenh Budc cuoi cung cua mdi cong viec la phai danh gia ket qua Vdi cac vien mang ludi cung vay, viec danh gia hoat dong cua hg la rat quan trgng, mang tinh thdi ky va la su xem xet tdng hgp Mac du cd rat nhieu cac tieu chuan de danh gia cac hoat dong cua cac vien mang ludi song hau het cac nha san xuat su dung cac yeu to nhu: khoi lugng ban, tri lugng ton kho, kha nang canh tranh, thai cua cac vien mang ludi Nha san xuat can dinh ky danh gia hoat dong cua vien kenh theo 95 cac tieu thuc: muc doanh so, muc luu kho trung binh, thdi gian giao hang, each xu ly hang hoa that thoat hu hong, muc hop tac cac chuong trinh quang cao va huan luyen cua doanh nghiep, nhung nhiem vu ma ho cung cap Nguoi ta thudng dat dinh muc doanh so cho cac trung gian thuong mai de danh gia va khuyen khich hoat dong cua ho dong thdi doanh nghiep cung nhin vao de dieu chinh cac bien phap Marketing Hoat dong ban la tieu chuan quan nhat va hay duoc su dung nhat la de danh gia hoat dong cua cac ven mang ludi Thong thudng ngudi quan ly danh gia hoat dong ban dua tren: + Doanh so ban hien tai cua cac vien mang ludi so vdi luong ban hang lich su + So sanh khoi luong ban cua mdi vien mang ludi vdi tdng luong ban cua cac vien mang ludi + Luong ban cua tung vien mang ludi so vdi cac chi tieu da duoc xac dinh trudc r r Tu ket qua so sanh nha quan ly se biet duoc vien nao hoat dong cd hieu qua, so sanh nd vdi nhung chi phi da bo cho hoat dong mang ludi, cho tung vien mang ludi dd tir cd hudng dau tu thich hop A A > Ve tri ton kho: luong ton kho duoc the hien hop dong buon ban cua cac vien mang ludi Xac dinh mot muc ton kho deu dan la can thiet bdi nd dam bao cho tinh san cd cua hang hoa tren thi trudng Hoat dong ton kho duoc the hien bdi: + Muc ton kho trung binh cua cac vien mang ludi la bao nhieu? + Dieu kien va phuong tien ton kho nhu the nao? Ngoai cac nha quan ly phai danh gia hoat dong cua cac vien mang ludi dua tren sue canh tranh cua cac vien Thong qua hoat dong danh gia, nha quan ly biet duoc vien nao hoat dong cd hieu qua de tu cd ke hoach dau tu hoac loai bo kip thdi, tao nen cau true mang ludi tot nhat dap ung duoc vdi su doi hoi cua thi trudng 96 3.3.2 Kien nghi Cac ca che chinh sach cung tac dong dang ke den viec phat trien kenh phan sau: - Phat trien ca sd tang kenh phan phoi - Hoan thien ca che chinh sach - To churc quan ly kenh phan phoi - Nang cao trinh nguon nhan luc - Ho tra doanh nghiep ung dung thuang mai dien tu 3.3.2.1 Ddi vui Hiep Hdi Gdm su Bat Trang - Tang cudng vai trd thuc day quan he hop tac hoa giua cac doanh nghiep nganh gdm de nang cao tinh canh tranh toan nganh - Xay dung va cung co cac dieu kien lam viec cua Hiep hoi Gdm nhu van phdng, trang thiet bi lam viec, nguon nhan luc, phat huy het hieu qua cua trang Website nganh gdm, thdng qua dd gidi thieu cac san pham gdm su, tu van cong dung cua san pham gdm my nghe trang tri, thiet ke cac phong canh nhan tao de tim kiem khach hang va md rong thi trudng Chu tich Hiep hoi Gdm su Bat Trang cung da cd kien nghi: “Ca lang lam gdm su ma chua cd mot trung tarn thiet ke mau nao Tdi rat mong Nha Nude giup dd cho Bat Trang cd mot trung tarn thiet ke mau, du kha nang ket hop dugc gia tri truyen thdng vdi hien dai vao gdm su Viet Nam Cung vdi dd, trung tarn thiet ke mau cung du kha nang dd du doan trudc dugc xu the mau ma, hoa van ma khach hang se ua chuong mot hai nam tdi Co nhu vay thi cac DN hay ca sd san xuat gdm su d day mdi that su chu dong va yen tarn san xuat, khong lo san pham minh lam chua kip tieu thu da bi loi mot” Thuc te hien nay, khoang 90% cac san pham thu cong my nghe xuat khau dugc san xuat theo mau thiet ke cua cac ddi tac nude ngoai dat hang Vi vay, muon phat trien mot nganh cong nghiep thu cong my nghe ben vung, can phai co nhung mau thiet ke rieng, nhung san pham rieng 97 - Hoi can phat dong va xay dung phong trao thiet ke sang tao kidu dang san pham bang cac giai thudng gidi doanh nghiep san xuat hang TCMN, cung nhu cac nghe nhan, sinh vien hoc sinh de bo sung mau ma san pham mdi cho thuong hieu Bat Trang duoc da dang hoa va phong phu them - De thuc day hoat dong marketing quan ba thuong hieu, Hiep hoi can xay dung he thong thong tin cung cap cho lang nghe Hiep hoi cung can co giai phap che tai su lung doan cua cac trung gian xuat khau va md cac chi nhanh, van phong dai dien cua Hiep hoi d nude ngoai de xuc tien thi trudng 3.3.2.2 Ddi v&i UBND Ha Noi Trong so cac lang nghe truyen thong d Thu do, Bat Trang la dia phuong hoi X Z A A hon 10 km, gan cac true giao thong ldn ca ve dudng bo va dudng thuy, co nghe gdm cd truyen vdi be day lich su gan 600 nam, vln dang duoc cac the he thu cong nghiep (DCN-TTCN) lang nghe la chu truong dung, nhung nhirng Id "hong" quan ly va dieu hanh lam cho muc tieu chua dat duqc nhu mong muon Z X De thuc hien chien luge cong nghe sach- phuong cham “lang nghe than thien vdi mdi trudng”, Thanh can quy hoach tap trung va di ddi cac co sd gdm su cong nghiep khoi khu dan cu dd thuan lgi cho viec xu ly chat thai Viec xay dung DCN-TTCN lang nghe nham dat hai muc dich, vira phat trien kinh te nong thon, vira bao dam cac van de an sinh xa hoi vi vay can co z x r ■> co che, chinh sach de tao dieu kien cho cac ho nang luc tai chinh yeu cung co the thue dat ben DCN-TTCN lang nghe De tao dieu kien cho cac ho co nang luc tai chinh yeu cung co the thue dat DCN-TTCN lang nghe, UBND da co nhung co che, chinh sach ho trg, tao dieu kien cho cac ho Tuy nhien, ngoai cac co che chung nhu dau tu xay dung tang giao thong, dien, nude, thong tin lien lac, can co cac co che ho trg rieng cho DCN-TTCN lang nghe nham lam giam suat dau tu nhu hd trg kinh phi lap 98 de an xin chu truong dau tu, lap quy hoach chi tiet va kinh phi dau tu xu ly nhiem moi trudng Voi cac DCN-TTCN lang nghe phuc vu muc dich di doi cac co so san xuat gay nhiem mdi trudng can duoc xem xet xay dung theo co che dac thu nhu neu khong co don vi kinh doanh tang dang ky dau tu thi cho lap trung tarn phat trien DCN-TTCN lang nghe lam chu dau tu, ho trg mot phan kinh phi cho xay dung tang, duyet gia thue dat cho nha dau tu thu phat thue ngoai can ho trg cac co sd kinh phi thuc hien di ddi Thanh Ha Noi can cd nhung bien phap ung ho tich cue hon nua doi vdi viec phat trien lang nghe gdm su truyen thong Bat Trang lap du an dau tu cai tao co sd tang cua lang nghe Tir nam 2000 du an bat dau thiet lap Nam 2002 den da dau tu hon 16 ti dong cho viec xay dung nha may nude sach, dien, dudng giao thong, lam cho hinh anh lang nghe co nhieu thay ddi, sach se va hien dai hon Hoat dong du lich lang gdm co dieu kien phat trien Thanh cung gianh 17 mat bang lap khu cong nghiep cho cac co sd san xuat gdm co nhu cau thue lam xudng san xuat vdi gia 675.000 dong/lm2/ 50 nam De an “Bao ton va phat trien nghe, lang nghe Ha Nor giai doan 2010 - 2015 dang hoan tat vdi nguon von dau tu 3.620 ty dong, vdi ba nhiem vu trgng tarn: bao A A Z A AZ ton lang nghe truyen thong; phat trien lang nghe ket hgp vdi du lich; xay dung lang nghe mdi dong thdi vdi cong tac xu ly o nhidm Thang vua qua, UBND Thanh Z A Z A Z Ha Noi quyet dinh cong nhan va trao danh hieu “Lang nghe truyen thong Ha Noi” cho cac lang nghe: gdm su Bat Trang, Giang Cao va Kim Lan; dat vang bac da quy va may da Kieu Ky; thuoc nam, thuoc bac Ninh Giang, lang bun Phu Dd, lang det Trieu Khuc, lang go my nghe Thiet Ung, lang nhac cu dan toe Dao Xa va mot z a a r so lang nghe cua Ha Tay (cu) se dugc lap quy hoach, dau tu xay dung ket cau tang va xu ly mdi trudng cung nhu ben ngoai hang rao cac diem cong nghiep lang nghe phuc vu san xuat; dugc ho trg 100% chi phi thue gian hang tieu chuan de - ' trung bay cac san pham lang nghe tham gia hoi chg, trien lam gidi thieu san pham d nude; dugc ho trg 50% kinh phi thue mot gian hang tieu chuan va dugc ho trg 50% kinh phi phuong tien di lai di tham gia hoi chg, trien lam d 99 nude ngoai Hy vong day se la co hoi cho cac lang nghe viec day manh xay dung thuang hieu de phat trien ben vung Nhung nam gan day, d Bat Trang da co mot so doanh nghiep co tich xuat khau gom su co gia tri trieu USD, dugc Thanh Ha Noi tang thuang danh hieu “Ngoi vang” Mdi day, dau nam 2010 xa Bat Trang vinh du dugc Thanh r a r a cong nhan la lang nghe truyen thdng Ha Noi la lang Giang Cao va lang Bat Trang Kinh te Bat Trang chu yeu phu thuoc vao nhung Id san xuat hang vao cac thi trudng ldn nhung nhung lugng khach du lich den vdi Bat Trang cung dong vai trd rat quan Nam 2009, tong sd khach den Bat Trang cd 2353 doan vdi 10.595 lugt khach quoc te va hang chuc nghin khach nude ve tham quan du lich, ky ket hgp dong mua gdm su Trong da sd ho kinh doanh d Bat Trang thuang d quy md nho le, von it Trudc hoan canh do, chd dgi nhung chinh sach thao gd cua Nha nude, ngudi dan thon Bat Trang, xa Bat Trang da lien ket vdi nhau, gop von dung lap Cong ty Cd phan Dich vu Du lich Thuang mai Bat Trang, vdi 400 co dong sang r r •> a lap Cung vdi mot sd doanh nghiep gdm su thon, cac cd dong cua cong ty hau het la cac ho dan san xuat gdm cua thon Bat Trang Cd the khang dinh, day la md hinh hoan toan mdi d cac lang nghe nude ta Muc dich cua su hinh cong ty la ho trg ngudi dan thon phat trien san xuat kinh doanh, tao dieu kien cho ngudi dan ky hgp dong xuat khau vdi cac ddi tac ldn, nhanh nhay viec nam bat thdng tin thi trudng Nhin vao md hinh nay, ca cau quan he xa hoi cua lang A FA nghe da bat dau hinh Ngudi thon Bat Trang hy vong md hinh “doanh nghiep lang” dau tau se la dau may vuc day lang nghe truyen thdng nhung luc gian kho 3.3.2.3 Ddi vdi Nha nifffc ? A A Mot van quan trgng la cac chinh sach vi md de tao dieu kien cho lang nghe phat trien Lau nay, Nha nude vdi cac chinh sach, nguon von cua minh luon chu trgng den cac doanh nghiep ldn, dac biet la quoc doanh, ma chua quan tarn dung muc den cac doanh nghiep nho, cac ca sd san xuat d lang nghe Chi nao Nha 100 nuac quan tarn han den phan kinh te tu nhan nhd d lang nghe bang cac giai phap cu the nhu chinh sach thong thoang, nguon von de tiep can, ho trg xue tien thuong mai, hd trg dao tao nghe, giup dd giai quyet nhiem moi truong thi cac lang nghe noi chung va lang nghe Bat Trang noi rieng mdi phat trien dong bo dugc - Nha nude can ban hanh ca che, chinh sach phat trien lang nghe bang cac hinh thuc khuyen khich cd the la ho trg dao tao nghe nhan tre, ho trg thong tin thi trudng mien phi toan bo hoac mot phan kinh phi, tang cudng khuyen khich thong qua cac chinh sach thue, dat dai, dao tao nghe, v.v - De chinh sach khuyen khich phat trien lang nghe ket hgp cong nghe truyen thong vdi cac ky thuat mdi hien dai thich hgp vdi dieu kien cu the cua tung dia phuong, timg nghe, timg san pham Cac to chuc dai dien cho gidi kinh doanh va ca quan thuong mai cua Nha nude ho trg ve thong tin thi trudng, gia ca, cong nghe va dao tao cac nghe nhan, chu kinh doanh cac kien thuc ve thi trudng, quan ly, tai chinh, dao tao, bdi dudng va khuyen khich thg tre noi nghiep nghe truyen thong, va gidi thieu san pham truyen thong vdi thi trudng ben ngoai Z Z ~ z - Cai tien he thong thong tin thi trudng, gia ca nham ho trg cac nha san xuat > z z z z z a truyen thong, nam bat tot han nhung thay doi ve thi hieu ngudi tieu dung va ngoai nude Ho trg ve nghien cuu san pham, cai tien cong nghe cho phu hgp vdi dieu kien mdi nham nang cao ham lugng truyen thong, tinh dac sac cua san pham nhung khong loi thdi - Ban hanh mot sd chinh sach khuyen khich ve von, tin dung va thue ddi vdi A A Z X , cac lang nghe, nghe truyen thong d giai doan khoi phuc va phat trien mdi Day manh phat trien va tang cudng quan ly nha nude doi vdi he thong phan phdi cua cac doanh nghiep san xuat kinh doanh ldn, nong cot va chu luc la cac doanh nghiep nha nude phai dugc to chuc va phan bd tai Bat Trang, bao dam chiem linh tai cac dia ban thi trudng then chot, yeu Muon vay, can phat trien Z Z z z he thong phan phdi cua cac doanh nghiep san xuat kinh doanh ldn nhung hang gdm e e Z Z z z su tieu dung quan trong, thiet yeu; phat trien he thong cac doanh nghiep phan phdi ldn 101 San pham gom su Bat Trang tu lau da co vai tro rat quan trong viec xay dung nha cua, chua chien, mieu mao phuc vu sinh hoat va tho cung cua nhan dan doanh nghiep dang lam vao tinh canh het sue kho khan, thieu von, thieu nguyen lieu san xuat, thi truong xuat khau bi thu hep Theo thong ke moi nhat, 60% so doanh nghiep lang nghe dang hoat dong cam cu, 20% so doanh nghiep sap giai the, nhieu cu so san xuat dang dung ben bb pha san Thuc trang dang ddi hoi nhung bien cong an viec lam cho hang trieu lao dong nhat la nhieu ngudi mat viec b pho, khu cong nghiep trb ve lang chua co cong an viec lam Viec giai cuu co y nghia sau xa la bao ton va phat huy gia tri van hoa dan toe 102 KET LUAN Phat trien lang nghe la mot chu truong ldn de cong nghiep hoa nong thon Viec nghien cuu va phan tich cac van de ly thuyet cua kenh phan phdi hang hoa tieu dung noi chung va cua hang gdm su noi rieng da cho thay cong tac td chuc, thiet nghien cuu ky ve mat ly thuyet cung nhu thuc hanh de tao cu sd cho hoat dong kinh doanh thuc tien mdi trudng canh tranh Cac van de ly thuyet duoc de cap la nhung can cu quy gia de di sau tim hieu tinh hinh thuc te cua cac doanh nghiep gdm sur tai Bat Trang va dac biet la hoat dong cua he thdng phan phdi Phat trien he thdng phan phan phdi cua cac doanh nghiep gdm su Bat Trang la nhiem vu can thiet va cap bach Muc tieu cua cong tac la nang cao hieu qua san xuat kinh doanh va kha nang canh tranh cua gdm su Bat Trang tren thi trudng r A A A Trudc mat, cac doanh nghiep Bat Trang can tao moi dieu kien ve nhan sur, trang thiet bi, dao tao ky nang quan ly kenh phan phdi de nd luc xay dung mot he thdng kenh phan phdi van hanh hieu qua r ' ' r He thdng phan phdi gdm su cua cac doanh nghiep tai Bat Trang rat da dang vdi nhung mdi lien he phuc tap tren mot pham vi rong ldn Luan van chi tap trung < Ar ' r A phan tich he thdng phan phdi tren dia ban xa Bat Trang, de cap den nhung van de cu ban va cot loi giu vi tri chu dao viec nang cao hieu qua cua he thdng phan z a r •> r a phoi, ttr dd de xuat cac bien phap, chi sd thuc hien, md hinh cu the nham giup cac doanh nghiep gdm sur Bat Trang van dung vao thuc tien quan ly De cac lang nghe phat trien can phai cd nhieu giai phap dong bo tu lang nghe z r z a z den chinh sach vi md Ban than cac cu sd san xuat d lang nghe phai biet lien ket lai vdi de nhung cu sd, nhung doanh nghiep manh d lang Qua trinh td chuc trien khai va thuc hien cac giai phap Luan van da de xuat a r r r a can tuan thu trinh tu va ke hoach thdng nhat cung nhu nhung dieu kien dac thu cua van hoa, kinh te xa hoi Viet Nam Mat khac, can dam bao cac dieu kien duuc de cap tung giai phap dac biet la dam bao su can ddi giua cac giai phap du kien vdi 103 cac nguon luc dd thuc hien chung Trong do, van de nguoi can duoc xac dinh la trung tarn cua cac giai phap de nang cao chat luong va sue canh tranh cua san ph^m Do vay, cac doanh nghiep gdm su Bat Trang can dau tu nhieu hon ntra vao cong tac dao tao, bdi duong, nang cao trinh chuyen mon nghiep vu va nhan thuc cua doi ngu lanh dao, chuyen vien quan ly Luan van duoc nghien cuu xay dung va hoan dieu kien he thong phan phdi hang gdm su cua cac doanh nghiep Bat Trang co nhieu anh hudng cua yeu td mdi trudng cung nhu dang dung trudc nhieu thach thuc mdi cua cuoc canh tranh Hy vong nhung giai phap neu se duoc dong gop mot phan nhd be cho su phat trien cua he thong phan phdi hang gdm su cua cac doanh nghiep tai Bat Trang Cuoi cung, thong qua day, tdi xin bay td long biet on sau sac tdi TS Tran Van Bao - ngudi hudng dan khoa hoc, ngudi Thay da tan tinh day bao, khich le tdi suot thdi gian qua Tdi xin gui ldi cam on chan nhat tdi cac Thay, Cd giao khoa Thuong Mai va Kinh te qudc te, Dai hoc Kinh te qudc dan, cac can bo cua UBND xa Bat Trang, Hiep hoi gdm su Bat Trang, cac doanh nghiep gdm su tai Bat Trang, cung ban be, dong nghiep da dong vien, nhiet tinh giup tdi suot qua trinh hoan ban Luan van 104 TAI LIEU THAM KHAO TS Tran Van Bao (2007), Giao trinh Quan tri doanh nghiep thucmg mai, NXB Dai hoc Kinh te qudc dan GS.TS Dang Dinh Dao (2008), GS.TS Hoang Due Than, Giao trinh Kinh te thuong mai, NXB Dai hoc Kinh te quoc dan GS TS Nguyen Thanh Do va PGS TS Nguyen Ngoc Huyen (2008), Quan tri kinh doanh, NXB Dai hoc Kinh te qudc dan Philip Kotler (2007), Kotler ban ve tiep thi (Kotler on marketing), NXB Tre Philip Kotler (2007), Marketing can ban (Marketing essentials), NXB Lao dong- Xa hoi GS.TS Hoang Due Than (2006), Giao trinh Giao dich va dam phan kinh doanh, NXB Dai hoc Kinh te qudc dan PGS TS Nguyen Thi Hudng (2004), Giao trinh Kinh doanh qudc te, NXB Dai hoc Kinh te qudc dan Phan Huy Le, Nguyen Dinh Chien, Nguyen Quang Ngoc (1995), Gdm Bat Trang the ky XIV - XIX, NXB The gidi http://www.gso.gov.vn, Website Tdng cue Thdng ke 10 http://www.moit.gov.vn, Website Bo Cong thuong Viet nam 11 http://www.vietnam.gov.vn va http://www.chinhphu.vn, Website cua Chinh phu Phu• luc • 1: PHIEU DIEU TRA KHAO SAT DOANH NGHIEP • DOI VCH HOAT DONG PHAN PHOI (Phieu chi co y nghia nghien cum) THONG TIN CHUNG VE DOANH NGHIEP Ten giao dich: Nganh, nghe hoat dong chinh: □ San xuat □ Thuong mai / dich vu □ Xuat nhap khau □ Tong hop Dia chi tru so chinh Nam lap doanh nghiep: Loai hinh doanh nghiep □ Cong ty THHH □ Cong ty Cd phan □ Doanh nghiep tu nhan □ DN Nha nuoc □ Loai hinh khac Nganh san xuat kinh doanh chinh HE THONG PHAN PHOI: He thong phan phdi cua doanh nghiep, ty cua tung kenh phan phdi, thi truong san pham nude, thi truong xuat khau (neu cd) (Doanh nghiep liet ke theo mau Phu luc - Danh muc san pham - dudi day) Sieu thi: % Dai ly: % Cua hang chuyen: % - Cha: % - Tiem tap hoa: % San pham cd xuat khau: % tong doanh sd, Thi trudng xuat khau: He thong kho bai: Sd luong kho bai: Dien tich nha xudng: - Cong suat: - Cong nghe, trang thiet bi: Quan ly dieu hanh he thong phan phdi: Phan phdi theo tieu chi: I I Ve khong gian *' rn~ TKeo Ichor luong’ hoac' nhu’ cau (don hang) Chan th&nh edm on sy hyp t£c cua Quy Doanh nghiep ! I I Noi dung khac Thuc hien phan phoi hang nam Don vi: % Nam San pharn"^ ^ Gdm su my nghe Gdm su gia dung Gdm su xay dung Gdm sur xuat khau Tdng Nam 2005 Nam 2006 Nam 2007 Nam 2008 Nam 2009 100 100 100 100 100 Ty san pham phan phoi theo tung thoi ky: (Dau nam hay cuoi nam?) Doi ngu ban hang cua doanh nghiep: Dan vi: nguoi Chinh thuc: Thoi vu: 10 Chinh sach doi vdi cac trung gian : 11 Cac van de kho khan nhat ma DN gap phai phan phoi san pham Ve phia khach hang: Ve phia doanh nghiep Cac ddi tac, trung gian 12 Theo y kien cua Quy doanh nghiep, Co quan nha nude co the lam gi de cai each thu tuc hanh chinh quan ly nha nude ve phan phdi Chan th^nh c£m on su- hyp tdc cua Quy Doanh nghiep ! Phu luc 2: DANH SACH DlGU TRA DOANH NGHIEP DIA BAN XA BAT TRANG NAM 2010 TT Ten doanh nghiep Dia chi Di$n tho?i Lo?i hinh DN Ten nganh SXKD Sd LD HTX CN sir Anh Hong X6m - Bat Trang 38740835 DNNN SX hang gom su 15 HTX CN Song Cuirng X6m - Bat Trang 38740424 DNNN SX hang gom su 26 HTX CN sir Hop Lire X6m - Bat Trang 38740792 DNNN SX hang gom su 61 HTX dich vu tong hop BT X6m - Giang Cao DNNN Cho thud kho bai C6ng ty TNHH Quang Vinh X6m - Bat Trang 38740782 CT TNHH SX hang gom su 130 CT TNHH gom sir BT Thon Bat Trang 38740916 CTTNHH SX hang gom su 80 CT TNHH XNK Hai Nguyet 75 Giang Cao 38741588 CT TNHH SX hang gom sir 41 CT TNHH Vinh Thang X6m 3- Bat TrOng 38740785 CTTNHH SX hang gom su XK 150 CT TNHH Bao Quang X6m - Bat Trang 38742449 CTTNHH SX hang gom sir 40 10 CT Co phan GS Thanh C6ng Giang Cao- BT 38741858 CTCP SX hang gom sir 49 11 CT TNHH Binh Phu X6m - Bat Trang 38742449 CT TNHH SX hang gom sir 88 12 CT TNHH Bao Quang X6m 1- Bat Trang 38742705 CT TNHH SX & KD gom sir 40 13 CT TNHH Tien Thanh X6m - Bat Trang 38740767 CTTNHH SX hang gom sir 47 14 CT SX & XK Hoang Vinh X6m - Giang Cao 38740123 CTTNHH SX hang gom sir 51 15 CTTNHH GS Phu Thinh X6m -Bat Trang 38741380 CTTNHH SX hang gom sir 30 16 HTX CN Minh Tdm X6m - Giang Cao 38744290 DNNN SX hang gom sir 30 17 CT CP Du lich DVu -TM BT X6m - Bat Trang CTCP Dich vy du lich 18 18 CT My Nghd Hoang Gia X6m - Bat Trang CTTNHH SX hang gom sir 48 19 CT GS my nghd Trung Viet X6m - Bat Trang CTTNHH SX hang gom sir 40 20 CTTNHH Xudn Thuy 206 Giang Cao CT TNHH SX hang gom sir 40 21 CTTNHH GSMN Thidn Dire 3, X6m 6-Giang Cao CTTNHH Kinh doanh GS 22 CTTNHH GS Minh Hai X6m -Giang Cao 23 CT CP Thiet ke &SX GS BT X6m -Bat Trang 24 CTCP PT CN&TM Minh Dire X6m - Giang Cao 25 CT TNHH XK GS Bat Trang X6m 3- Bat Trang 26 CTCP SXKD GS Gia Lam 27 CTTNHHXNKGS Chinh Char X6m 1- Giang Cao 28 CT CP TM Bat Trang 29 CTTNHHSX&TM Thanh Hai 41 Giang Cao 30 CTTHHH TM&XNK Ha Phu X6m 2- Bat Trang 31 CTCP GS 51 Bat Trang 72, X5- Bat Trang 32 CT TNHH An DO X6m 3- Bat Trang 33 CTCP tich hQ’p dich vu so X6m 1- Bat Trang 34 CTTNHH XNH Tien Dat 35 CT TNHH GS Phuong Hoa X6m 3- Bat Trang X6m 5- Giang Cao SX hang gom sir 90 SX Id nung cac loai 10 38741120 CTCP Van tai 23 38740671 CTTNHH SX hang gom sir 13 SX hang gom sir 13 SX hang gom sir 15 Kinh doanh GS SX hang gom sir 16 Kinh doanh GS 14 SX hang gom sir 43 38740891 CT TNHH CTCP CTCP 38741082 CTTNHH CTCP 38740536 CT TNHH CT TNHH 38743436 CTCP CT TNHH Kinh doanh GS 32950929 CT CP Tu van,SX 180, X6 Giang Cao 38740198 CTTNHH Kinh doanh GS 15 X6m 5- Giang Cao 38740883 CT TNHH SX & Kinh doanh GS 15