Hoàn thiện hệ thống phấn phối sách của tổng công ty sách việt nam

2761 LV ThS DHKTQD MUC • LUC • Trang MO DAU CHlTONG NHUNG CO SO LY LU AN VE HE THONG PHAN PHOI SACH CUA CAC DOANH NGHIEP KINH DOANH SACH TAI VIET NAM 1.1 Dac diem va vai tro ciia he thong phan phoi sach ciia cac doanh nghiep kinh doanh sach tai Viet Nam 1.1.1 Quan niem chung ve phan phoi va he thong phan phoi 1.1.2 Dac diem he thong phan phoi sach cac doanh nghiep kinh doanh sach 1.1.3 Vai tro cua he thong phan phoi sach doi vdi cac doanh nghiep kinh doanh sach tai Viet Nam 1.2 Cac yen to cau he thong phan phoi sach vanhung nhan to anh Inning 10 1.2.1 Cac yeu to cau he thong phan phoi sach 1.2.2 Nhung nhan to anh huong den he thong phan phoi sach 13 13 Lua chon he thong phan phoi sach tai cac doanh nghiep kinh doanh sach 16 1.3.1 Str can thiet phai lira chon he thong phan phoi sach 1.3.2 Co so de lua chon he thong phan phoi sach 17 1.4 Thi truung sach va cac he thong kinh doanh sach tai Viet Nam 19 1.4.1 Sach va chtrc nang, vai tro cua thi trudng sach 1.4.2 Cac he thong kinh doanh sach tai Viet Nam 27 CHUONG THUC TRANG HE THONG PHAN PHOI SACH 39 CUA TONG CONG TY SACH VIET NAM 2.1 Qua trinh hinh va phat trien he thong phan phoi sach cua Tong cong ty sach Viet Nam 2.1.1 Tong quan qua trinh hlnh va phat trien he thong phan phoi sach cua Tong cong ty sach Viet Nam 2.1.2 Co cau to chuc quan ly va kinh doanh cua Tong cong ty sach Viet 42 Nam 2.1.3 Ket qua hoat dong kinh doanh 47 2.2 Thue trang he thong phan phoi sach cua Twig cong ty sach VVt Nnib 52 2.2.1 Khai quat he thong phan phoi sach hien cua Tong cong ty sach Viet Nam 2.2.2 Thue trang he thong phan phoi sach qqa kenn ban e 57 2.2.3 Thur trang he thong phan phoi s^cIi iuu kenh baa buon 66 2.2.4 Cac hoat dong ho tro ban hang, phan phoi tai Tong cong ty 77 2.2.5 Thuc trang co so tang vat cc^at cua he khhng phhn ppoi sscc 81 cua Tong cong ty 23 hanh ghi chunp hc thcnp phhn phhi sach cua Thnp conp ty sach Viet Nam 82 tropp thoi piap qna 2.3.1 Nhung ket qua dat duoc 2.3.2 Nhung han che 85 CHUONG PHUONG HU6NG VA GIAI PHAP HOAN THIEN 87 HE THONG PHAN PHOI SACH CUA TONG CONG TY SACH VIET NAM 3.1 Chiep luoc kmh doaph caa Tipp cnpp ty sCch Viet Nam tropp thoi piap toi 3.1.1 Muc tinu chien luoc 3.1.2 Phuong huong chien luoc cUa Tong cong ty sach Viet Nam 3.2 CCc piai phCp hoap thieii he thnhh phan phni sCch caa Topp cnpp ty sCch Viet 89 511 Nam 3.2.1 Giai phap ve quy trinh thiet ke he thong phan phoi sach caa Tong 92 cong ty 3.2.2 Giai phap phat trien he thong cac knnh phan phoi sach cUa Tong A cong ty 96 2.1.1 Tong quan qua trinh hinh va phat trien he thong phan phoi sach cua Tong cong ty sach Viet Nam 2.1.2 Co cau to chuc quan ly va kinh doanh cua Tong cong ty sach Viet 42 Nam 2.1.3 Ket qua hoat dong kinh doanh 47 2.2 Thue trang he thong phan phoi sach ciia Tong cong ty sach Viet Nam 52 2.2.1 Khai quat he thong phan phoi sach hien cua Tong cong ty sach Viet Nam 2.2.2 Thue trang he thong phan phoi sach qua kenh ban le 57 2.2.3 Thirc trang he thong phan phoi sach qua kenh ban buon 66 2.2.4 Cac hoat dong ho tro ban hang, phan phoi tai Tong cong ty 77 2.2.5 Thirc trang co so tang vat chat cua he thong phanphoi sach 81 cua Tong cong ty 23 Danh giii chung he thong phan phoi sach cua Tong cong ty sach Viet Nam 82 trongthdigian qua 2.3.1 Nhung ket qua dat dugc 2.3.2 Nhung han che 85 CHUONG PHUONG HU*ONG VA GIAI PHAP HOAN THIEN 87 HE THONG PHAN PHOI SACH CUA TONG CONG TY SACH VIET NAM 3.1 Chien hrov kinh doanh cua Tong cong ty sach Viet Nam thoi gian toi 3.1.1 Muc tieu chien luge 3.1.2 Phuong huong chien luge cua Tong cong ty sach Viet Nam 3.2 Cac giai phap hoan thien he thong phan phoi sach ciia Tong cong ty sach Viet 89 91 Nam 3.2.1 Giai phap ve quy trinh thiet ke he thong phan phoi sach cua Tong 92 cong ty 3.2.2 Giai phap phat trien he thong cac kenh phan phoi sach cua Tong cong ty 96 3.2.3 Giai phap tang euong ho tro va khuyen khich cae vien 98 he thdng phan phoi saeh eua Tong eong ty 3.2.4 Hoan thien mo hinh to ehuc bo may phan phoi saeh eua Tong 106 eong ty 3.2.5 Giai phap tang euong co so vat chat ky thuat eho he thong phan 108 phoi saeh eua Tong eong ty 33 KKn nghi vol nha iniw 110 3.3.1 Che thue - 3.3.2 Ve ehuong trinh sach tai tro - 3.3.3 Chong in an va kinh doanh saeh lau 11-1 3.3.4 Kinh phi mua saeh va khung gia saeh 112 3.3.5 Tro code, tro gia KET LUAN TAI LIEU THAM KHAO - TRUING DAI HOC KINH TE QUOC DAN 8000 ❖caca PHAM TAT THANG HOAN THIEN HE THONG PHAN PHOI SACH CUA TONG CONG TY SACH VIET NAM Chuyen nganh: Quan tri kinh doanh thadng mai TOM TAT LUAN VAN THAC St • HA NOI - 2007 t • i TOM TAT LUAN VAN Mot nhtrng cong cu giup doanh nghiep tang cudng the va lire tren thirong trudng la mot he thong phan phoi hang hoa du manh, dap ung day du, kip thdi, chinh xac nhu cau cua thi trirong d moi khong gian va then gian Kinh doanh sach nen kinh te thi trirong la mot hoat dong thirong mai, do cung sinh nhung doi hoi nhir moi doanh nghiep, hoat dong kinh doanh sach cung phai nghien cun thi trirong, nam bat nhu cau va dap ung nhu cau thdng qua he thong phan phoi, qua nham thu lpi nhuan Tong cong ty sach Viet Nam thoi gian qua da nd lire md rong thi trudng, nang cao hieu qua hoat dong, dap ung nhu cau nang cao dan tri va phuc vu doi song van hoa co so Tuy nhien, trade nhung doi hoi khach quan cua he thong thuong mai hien dai va nhung hoat dong soi noi cua nganh kinh doanh sach thdi gian gan day, thi viec hoan thien he thong phan phoi sach cua Tong cong ty sach Viet Nam bao gom cac khau: sira doi, to chuc, quan ly, bd tri, sap xep va quy hoach he thong cac cua hang ban le, dau tu ket cau tang cho phii hop vdi nhung thay doi nhanh chong tren thi trudng, doi hoi Tong cong ty sach, cac bo phan chuc nang danh nhieu thdi gian, cong sue tap trang nghien cuu de khac phuc nhung mat han che, phu hop vdi yeu cau moi la mot nhiem vu cap bach Vdi tinh than do, toi chon de tai "Hoan thien he thdng phan phoi sach ciia Tong cong ty sach Viet Nam", nghien cuu lam luan van thac si kinh te Noi dung cua luan van gom ba chuong sau: Chuong Nhung co so ly luan ve he thdng phan phoi sach cua cac doanh nghiep kinh doanh sach tai Viet Nam Chuong Thirc trang he thdng phan phoi sach cua Tong cong ty sach Viet Nam Chu’O’ng Phuong hudng va giai phap hoan thien he thdng phan phoi sach cua Tong cong ty sach Viet Nam Chirong Nhung co1 so’ ly luan ve he thong phan phoi sach cua cac doanh nghiep kinh doanh sach tai Viet Nam Trong noi dung chuong 1, luan van da lam ro cac khai niem phan phoi hang hoa va he thong phan phoi hang hoa; Tim hieu nhung dac diem va vai tro cua he thdng phan phoi sach doi voi cac doanh nghiep kinh doanh sach tai Viet Nam; Luan giai cac yeu to cau va nhtrng nhan to anh hudng den he thong phan phoi sach; Luan van cung phan tich tong quan tinh hinh thi trudng sach va cac he thong kinh doanh sach tai Viet Nam Quan diem ve phan phoi, lie thong phan phoi va hoan thien he thong phan phoi cua luan van - Phan phoi la hinh thtrc chuyen quyen so huu ttr nguoi san xuat den nguoi tieu dung cuoi cung thong qua qua trinh tao nguon hang, du trtr, td chtrc va thiet ke kenh phan phoi - He thong phan phoi la mot tap hop cac doanh nghiep, ca nhan, co so vat chat ky thuat tham gia vao qua trinh dua hang hoa, dich vu ttr nguoi san xuat (nhap khau) den nguoi tieu dung; qua trinh bao gom cac moi quan he: dir trtr, dieu ' hanh, van chuyen ton tai gitra cac to chtrc lien quan qua trinh mua va ban hang hoa, dich vu cho dat hieu qua lpi nhuan toi da - Hoan thien he thong phan phoi sach thuc chat la hoan thien cac hinh thtrc van dong, mua ban hang hoa noi chung va sach noi tieng tren thi trudng voi chi phi thap va toi da hoa loi ich Dac diem va vai tro cua he thong phan phoi doi voi cac doanh nghiep kinh doanh sach - Dac diem cua he thong phan phoi: He thdng phan phoi thich trng voi nen kinh te thi trudng, tao bu’dc ngoat cho nganh kinh doanh sach nude ta nhanh chong hinh thi trudng thdng nhat Nhieu phan tham gia vao qua trinh kinh iii doanh phan phdi saeh Mang ludi phan phoi saeh dan hien dai hoa va phat trien manh me - Vai trd eua he thong phan phoi: La khau true tiep gop phan vao viec tai san xuat, kinh doanh saeh; gop phan tich cue vao viec phat trien cae khau nghiep vu khac; nang cao kha nang canh tranh eua doanh nghiep dong thdi la phuong tien nham giup Dang va nha nunc quan ly xa hoi, dinh hudng ve tu tudng, tham my, bien dudng loi, chinh saeh Cac yeu to cau va nhung nhan to anh hirdng Van dung ly thuyet he thong, luan van tiep can moi yeu to vira la mot bo phan cau vira co vai trd nhat dinh eua no he thong phan phoi Dudi day la cac yeu to cau thanh: Thu nhat, la nha san xuat hoac nha nhap khau la yeu to duoc coi nhu la khdi nguon cua he thong Thu hai, la cac trung gian ban buon va ban le Thu ba, la ngudi tieu dung cuoi cung Thu tu, la he thong co sd vat chat phuc vu phan phoi hang hoa bao gom cac nha kho cua hang, ben bai, phuong tien van tai, boc xep, gia ke Nhtrng nhan to anh hudng den he thong phan phdi bao gom: - Cac nhan to thuoc ve doanh nghiep gom: Nguon nhan luc, nguon lire tai chinh, he thong co sd vat chat ky thuat, chat luong nguon nhan luc - Cac nhan to moi trudng ben ngoai gom: Dieu kien chinh tri, moi trudng kinh te, dieu kien van hoa xa hoi, thi trudng saeh Thi trudng saeh va cac he thong kinh doanh saeh tai Viet Nam Luan van dua nhung khai niem ve saeh va dac diem cua mat hang saeh tu thay rang kinh doanh saeh cd nhung dac thu rieng Luan van cung phan tich tong quan cac he thong kinh doanh saeh tai Viet Nam hien nay: - He thong kinh doanh saeh nha nude + He thong kinh doanh saeh true thuoc Bo Van hoa Thong tin + He thong kinh doanh saeh thuoc Bo Giao due Dao tao - 102 Trong dieu kien hien nay, nhu cau dao tao boi dudng nang cao trinh van hoa, trinh quan ly nghiep vu dang dat het sue cap bach nham tao mot doi ngu can bo co trinh van hoa cao, co nang lire nhay ben hoat dong kinh doanh Voi mot he thong phan phoi lon tai Tong cong ty, khong nhung tai nhung trung tam sach ldn tai Ha Noi ma tai rat nhieu cac cua hang thuoc cac don vi vien tai cac tinh, trinh giua nhung ngudi quan ly, ban hang khong ddng deu va viec thuc su la mot trd ngai ldn cho Tdng cdng ty viec phat trien hoat dong san xuat kinh doanh Tuy nhien, Tdng cdng ty nen cd nhung bien phap sau nham cai thien, nang cao trinh do, kT nang cua nguon nhan luc he thdng nay: - Tien hanh chieu sinh, tuyen sinh them nhan vien mdi cd su am hieu ve kinh doanh va thi trudng, tien hanh hoan doi vi tri, tao dieu kien de nhung ngudi cd trinh do, ki nang, kinh nghiem diu dat, truyen dat lai kinh nghiem cho nhung ngudi mdi Vi du nhu tai My, d mot sd cua hang, nhan vien ban hang nhat thiet phai chao cac khach den gian hang Do khong chi la phep lich su, ma la bien phap an ninh, dua dau hieu cho khach hang biet rang su cd mat cua ho da duoc nhin nhan Day chi la mot kinh nghiem va ky nang nho ma Tdng cdng ty nen ap dung - Boi dudng nghiep vu ban hang cho nhan vien ban hang, giup ho y thuc duoc ban hang la mot nghe cd tinh nghe thuat va doi hoi cd su kheo leo cao Nguoi ban hang cd trinh cao se cd kha nang thuc hien tot hoat dong giao tiep va xue tien ban hang - Tiep tuc nang cao viec dao tao cho cac can bo Tdng cdng ty bang each giii di dao tao chuyen mon tai cac trudng Dai hoc, cac td chuc nghien cuu - Viec binh xet nhan vien nen tien hanh thudng xuyen nham muc dich dong vien phong trao dan den viec tang nang suat lao dong Ve viec nay, nhung ket qua nghien cuu cua nude ngoai ve thi trudng kinh doanh sach ban le la rat huu ich Theo nhung cdng trinh nghien cuu trinh lam viec vdi khach hang cd anh hudng den mong muon cua ho tiep tuc se mua sach d cua hang sach hay khong Viec gay an tuong khong tot ve minh cho khach hang, hoan thien he thong phan phoi sach cua Tong cong ty sach Viet Nam - 103 - nhung ngudi khach hang se ke lai trung binh la cho 11 ngudi doi thoai, ve str dap ung cac dich vu giup - ho chi ke cho ngudi * Day manh cac hoat dong ho tro ban hang Cac hoat dong ho tro ban hang rat quan ddi vdi cac vien kenh ban hang cua Tdng cdng ty bdi ho khdng du tai luc, vat luc de tien hanh quang cao, PR cho mot cuon sach chi phi kha ldn Vi vay, Tdng cdng ty dung d vai tro trung tam, noi cd loi the thudng xuyen tiep xuc vdi he thdng truyen thdng tai trung tam van hoa - chinh tri - xa hoi cua ca nudc, do Tdng cdng ty can phai xuc tien manh hoat dong Theo sd lieu cua Hiep hoi cac nha kinh doanh sach My, ho da chi cho viec tiep thi binh quan la 5% tdng loi nhuan, nhien d nhieu cua hang dang hoat dong hieu qua, sd tang len gap ddi - Quang cao: Trong co che thi trudng, cd rat nhieu td chuc tham gia kinh doanh sach, do, cd rat nhieu loai sach trung hop tuong ddi ve noi dung Khach hang la ddi tuong phuc vu va cung la ngudi tra tien Vi vay, moi hoat dong cua Tdng cdng ty deu can hudng den khach hang Hoat dong quang cao se giup ngudi doc biet den ten Tdng cdng ty, biet den ten sach, loai sach ma Tdng cdng ty cd ban Quang cao cang cd vai tro quan Mot thdng tin quang cao sach yeu cau phai neu rd cho ngudi doc, ngudi xem biet duoc cac thdng tin ve ten sach, tac gia, nha xuat ban, gia sach, noi mua sach, phan tram chiet khau cho khach mua vdi sd luong nhieu Quang cao ve Tdng cdng ty can cho moi ngudi biet cac thdng tin ve dia diem cac cua hang ban le, ban buon, phdng nghiep vu, cac chuc nang, kha nang cung cap cho khach hang cac yeu cau ve sach cung nhu cac khach hang cd nhu cau ky gui, hop dong mua ban sach vdi Tdng cdng ty Dd d4y manh tieu thu, Tdng cdng ty cdn thuc day thudng xuyen hon nua cac hinh thuc quang cao: + Tuyen truyen quang cao tren cac phuong tien thdng tin dai chung nhu dai, bao chi, ti vi Thuc td hon nam qua, Tdng cdng ty cung da lien ket vdi Dai truyen hinh Viet Nam mat ban doc chuyen muc Mdi mot cuon sach va thu hoan thien he thong phan phdi sach cua Tong cdng ty sach Viet Nam - 104 duqc kha nhieu cong Tuy nhien, da den luc Tong cong ty can phai thay doi chuong trinh boi da kha nham chan + Gidi thieu bang danh muc, to rod, to gidi thieu cac loai sach vdi khach hang Tdng cong ty cung nen thudng xuyen to chuc nhung budi giao luu giua tac gia va ban doc, nhung budi gap go vdi cac nha van noi tieng Thiet lap nhung tu sach trung bay sach mdi tai cac cua hang + To chuc va tham gia cac hoi cho trien lam nhan dip cac le Day la nhung hoat dong quang cao kha huu hieu, ngoai viec nang cao uy tin, thuong hieu cua Tdng cong ty, nd giup Tdng cong ty cd co hoi tiep xuc nhieu hon vdi ngudi tieu dung dong thdi ban duoc mot luqng ldn hang hoa thdng qua nhung hoi cho nhu vay - Tang cuong hoat dong xuc tien ban hang: Xuc tien ban hang la mot qua trinh ngudi ban hang tim hieu, kham pha de thu hut va dap ung nhu cau khach hang tai noi ban hang Ngoai nhung hoat dong dich vu khach hang da cd, Tdng cong ty can da dang hoa hinh thuc ban hang cho phu hqp vdi kinhdoanh thuong mai hien dai hon nham nang cao hieu qua ban hang nhu: + Cap the cho nhung khach hang mua thudng xuyen duqc giam gia tu - 10% hoac su dung hinh thuc gop nhat diem tren the Hoat dong se tao cho Tdng cong ty mot he thdng khach hang than thiet, trung + Ban the mua sach, van hoa pham (duqc giam gia) de khach hang cd the tang ngudi than cua minh den cua hang chon sach phu hqp vdi nhu cau + Ban sach qua dien thoai, giao sach, van hoa pham den tan nha (tren dia ban) mien phi + Thiet lap trang Web, trung bay hang tren mang, cap nhat thdng tin lien tuc va to chuc ban hang qua mang + To chuc trien lam sach, to chuc hoi nghi khach hang, giao luu vdi khach hang la nhung hoat dong cd tinh chit lau dau, can to chuc thudng xuyen Day la nhung hoat dong giup cho Tdng cong ty biet them duqc nhieu thdng tin phan hoi tu hoan thien he thong phan phoi sach cua Tong cong ty sach Viet Nam - 105 - phia khach hang, biet duac xu hudng va yeu cau ve sach thdi gian tdi, cung nhu nhung thieu sot, vudng mac cua Tong cong ty de kip thdi khac phuc - Bien phap tao hap dan d dia diem ban hang Cung vdi hoat dong ban hang d Tong cong ty thi viec thiet ke cua hang cung can duoc quan tam thich dang Bo mat cua cua hang cung duoc coi la mot thu phap tang doanh thu co hieu qua Viec thiet ke cua hang cd tam quan quyet dinh muc hap dan khach hang Cac mat hang can phai phong phu, trinh bay dep, hai hoa can doi d cac khu vuc cua hang Tdng cdng ty nen ap dung cac bien phap sau de tao hap dan d cac dia diem ban hang + Phai khong ngung hoan thien cai tien quay hang, cua hang va cac loai hinh co sd kinh doanh doi mdi thiet bi cac dung cu bao quan bao dam cho khach hang bao gid cung duoc phuc vu bang nhung phuong tien hien dai nhat Khi thiet ke cua hang thi viec hoach dinh va trang tri noi that la mot nhung yeu td quan trong cdng viec chung cua Tdng cdng ty va chien luoc hoat dong thi trudng nham tao dieu kien dat duoc nang suat cao + Viec trung bay hang phai hop ly de khach hang xem hang, cd cam tinh, cd y thich de roi quyet dinh mua hang Yeu cau can ban doi vdi cac gia sach - la tinh co dong, co nghia la kha nang bo tri lai cac cuon sach doi vdi nhan vien ban hang Vdi muc dich su dung co hieu qua hon khong gian kinh doanh, khoang each giua cac tu giac sach can phai khong dudi 1.3m, d cac cua hang ldn, sieu thi la hon 2m Khi do, cac khach hang se khong lam phien lan nhau, bdi vi neu mot khach hang dung gan vdi gia sach thi se tudc mat kha nang xem sach cua khach hang khac Vdi chieu cao cua cac tu ngan sach cao hon 1.5m can phai cd thang nho de du phong gian kinh doanh + Viec sap xep cac quay thu tien cac gian hang cung cd mot y nghia rat lam giam nhe van de cho khach hang can phai tra tien sach bo phan ma hoc mua, mat thdi gian hon Hien nay, viec mdi chi thuc hien duoc tai cac nha hoan thien he thong phan phoi sach cua Tdng cdng ty sach Viet Nam - 106 sach tu chon cua Tong cong ty tai Ha Noi va mot so tinh ma chua duoc nhan rong len toan he thong cac cua hang sach cong ty vien + Su hap dan cua cua hieu duoc the hien d viec trang tri hop ly ten cua hang, co cac bang quang cao, phai gioi thieu ve sach d cua, tao cam giac kich thich khach hang + Nen co mot quay sach rieng mot cho de gioi thieu cac cuon sach lam qua tang Cac cuon sach duoc trung bay cung voi cac phieu ghi, co noi ro da chon chung va ly vi Ben canh do, cac cua hang sach nen co nhung hoat dong thu hut khach hang mot each moi la nhu: chinh giua cua hang co dat mot chiec ban voi bieu ngu: "O' ngudi ty Ngoai viec xac dinh dung dudng loi, mot to chuc hoan thien de thuc hien dudng loi cung la mot yeu to quyet dinh den sir cong cua mot to chuc Canh tranh tren thuong trudng cang manh me, viec van hanh hoat dong san xuat kinh doanh dap ung nhu cau cua khach hang cang phuc tap Mac du nhung nam qua, Tdng cdng ty da td chuc nghien cuu thi trudng, td chuc cac hoat dong marketing, quang cao, PR, nhien, nhung hoat dong deu Phdng nghiep vu kinh doanh tien hanh trudng phdng kinh doanh lam ma khdng cd mot bo phan doc lap chuyen trach Vdi tinh hinh hoat dong thuong mai hien dai cang dien manh me, nhung mat hang thay the cung nhu nhung mat hang cung chung loai dang canh tranh ket sue gay gat vdi san pham truyen thdng la sach in, mot phdng hoac mot bo phan chuyen trach marketing can duoc lap la mot yeu cau c£p thick Phdng marketing se phdi hop hoat dong toan cdng ty theo dinh hudng khach hang, ho tro cho viec tieu thu san pham hoan thien he thong phan phoi sach cua Tdng cong ty sach Viet Nam - 107 Chuc nang cua phong marketing la: - Nghien cuu thi truong va phan tich moi truong, phat hien co hoi kinh doanh - Xac dinh muc tieu, xay dung cac ke hoach, chien lupc marketing - Xay dung cac chien lupc marketing bo phan: chien lupc san pham, chien lupc gia, chien lupc phan phoi, chien lupc xuc tien -To chuc thuc hien va quan ly cac chinh sach va cac chuong trinh marketing - Danh gia hieu qua hoat dong marketing Nhung chien lupc phan phoi dupe dinh hudng tu trudng phong marketing Viec thiet lap kenh, thiet lap quan he kenh, xac lap quy che tieu thu, cac chinh sach khuyen khich kenh, xac lap chien lupc phoi hpp cac cong cu marketing se dupe giao cho bo phan nghiep vu kinh doanh hien thiet lap, dung dau la trudng phong kinh doanh va dupe su nhat tri cua trudng phong marketing - Tang cudng them chuc nang quan ly kenh cua Phong nghiep vu kinh doanh sach Hien nay, viec giam sat cac vien kenh phan phoi cua Tdng cong ty chua dupe quan tam ho tro dung muc Phong nghiep vu kinh doanh sach mdi chi dung lai d viec thiet lap he thdng kenh, dap ung don hang cua ho ho cd nhu cau dat hang Tuy nhien, viec giam sat chua dupe chat che dan tdi sinh nhung phuc tap dong thdi chua ho tro tdi da dupe cho cac vien kenh Vi vay, kien nghi can phai phan chia cu the cho tung ngudi phong kinh doanh quan ly nhung vung, khu vuc cu the Luc lupng phan phoi dupe phan chia theo khu vuc thi trudng va chiu su quan ly true tiep cua nhung ngudi quan ly ban vung Tren co sd phan vung, Tdng cong ty cd kha nang thuc hien, kiem tra giam sat cac hoat dong phan phoi tot hon tung vung khu vuc thi trudng, ngudi quan ly ban can cd trach nhiem quan ly dieu hanh viec thuc hien cac chinh sach quan ly kenh phan phoi cua Tdng cong ty thdng qua luc lupng ban vung Ngudi quan ly ban vung can thuc hien cac nhiem vu sau: hoan thien he thong phan phoi sach cua Tdng cong ty sach Viet Nam - 108 - - Hoach dinh: + Dy doan ke hoach tieu thu ngan han va dai han + Dy doan kha nang huy dong von kinh doanh + Dy doan ngan sach va loi nhuan ban hang + Dy doan nhu cau lyc luong ban khu vyc thi trudng - To chuc: + Dy doan ban theo khu vyc + Bo tri nhan vien theo khu vyc + Dy doan ngan sach cho bo phan ban hang - Hudng dan thyc hien: + Cung cap thong tin lien quan den chinh sach cua cong ty + Cung cap thong tin ve san pham, doi thu canh tranh, ve khach hang - Kiem tra giam sat: Viec thyc hien nhiem vu cua tung ngudi ban d tung khu vyc thi trudng tung thdi ky nham ludng hieu qua hoat dong cua lyc luong ban 3.2.5 Giai phap tang cuon g co’ sd vat dhat ky th uat cho he th ong phan phoi sach cua Tong cong ty * Xay dung hap ly cac cua hang ban le cho khoa hoc va hap ly Vai tro cua hoat dong ban le cang duoc nang cao, vay, Tong cong ty can cang hoan thien hon mang ludi ban le cua minh He thong cua hang ban le can duoc xay dyng theo hudng hien dai, theo mo hinh trung tam sach hoac cua hang sach ty chon Tai Ha Noi, Tong cong ty co hai khu dat ldn tai vi tri trung tam pho, mac du da duoc dau tu nang cap trd mot nhung trung tam sach ldn cua ca nudc, nhien mang ludi ban le cua Tong cong ty nhu vay van han che Do vay, Tong cong ty can co nhung bien phap nham khac phuc kho khan nhu: - Tong cong ty quy hoach mang ludi cac he thong cua hang, qua tiep can cac nguon thong tin va nam duoc nhung thdi co nham md rong them mang ludi ban le Dam bao vai tro, chuc nang nhiem vu la mot doanh nghiep dau moi cung cap sach ldn nhat ca nudc hoan thien he thong phan phoi sach cua Tong cong ty sach Viet Nam - 109 - - Tap trung ngudn lire tai chinh de dau tu co diem mot he thong cira hang tai Ha Noi va nhung noi tuong lai gan co mat dan cu qua lai dong due, nhung noi quy hoach trudng dai hoc nhu: My Dinh, Nguyen Trai - Thanh Xuan, Cau Giay - Xuan Thuy hien thieu nhung sieu thi sach, van hoa pham co tam cd, quy mo va hien dai - Tap trung uu tien phat trien cac cua hang ban le true tiep dong thdi khai thac co hieu qua cac cua hang ban le hien tai Hien tai, mac du he thdng cua hang cua Tdng cong ty tai cac tinh thdng qua cac cong ty vien kha dong nhung he thdng cua hang chua duqc dau tu thich dang, chua dap ung duqc mot he thdng chuoi cua hang - mot xu the mdi - Phat trien cac cua hang phai di doi vdi hieu qua dau tu tren tung vung thi trudng va tai cac vi tri thuong mai khac theo hai hudng Mot la, tai nhung thi trudng khong dat hieu qua, kho cd kha nang hoa von d hien tai nhung tuong lai se phat trien, can don trudc de quy hoach va dau tu vdi quy mot phu hqp vao thdi diem thich hqp Hai la, tai cac thi trudng co tiem nang song kho giai quyet ve mat bang, chi phi dat dai hoac nhu cau da bao hoa, neu dau tu khong hieu qua can co giai phap thdng qua lien doanh lien ket, thue dia diem hoac bang chinh sach ban hang phu hqp de tang san luqng ban le tai nhung dia ban * Gzdz phap dau tic ky thuat - tin hoc - Dam bao he thdng CNTT tren toan cong ty hoat dong hieu qua, on dinh phuc vu tot cac hoat dong san xuat kinh doanh, khac phuc su cd kip thdi, ho trq cac bo phan nghiep vu, don vi khai thac ung dung dat hieu qua cao hon nira - Dao tao cap ve CNTT vdi sd luqng nhieu nhat va rong rai cac ddi tuqng: to chuc dao tao co ban va nang cao trinh tin hoc cho tat ca cac cua hang trudng, ldp tin hoc co ban va su dung chuong trinh cho CBCNV cac cua hang, ldp quan tri mang cho can bo chuyen vien tin hoc tai cac don vi vien, cac khoa chuyen sau cho can bo tin hoc theo chuong trinh tin hoc cua Tdng cong ty hoan thipn he thong phan phoi sach cua Tong cong ty sach Viet Nam -110- * Nang cao hieu qua su dung kho tang Kho tang chiem mot vi tri kha quan trong hoat dong kinh doanh sach Hien nay, tai Tong cong ty, he thong kho tang tuong doi rong rai Tuy nhien, vdi mot luong sach rat ldn duoc xuat nhap thudng xuyen doi hoi mot chuong trinh phan mem chuyen dung cua kho, sach can phai duoc phan loai theo chuyen muc va yeu cau tu dong hoa Neu nang cao duoc hieu qua hoat dong cua kho hang hon nua bang nhung phan mem chuyen dung de biet chinh sach nhung dau sach nao sap het, vi tri cua tung dau sach, thi hoat dong kinh doanh se dat hieu qua cao hon 3.3 IKin nghi voi nha nuov 3.3.1 Che thue De nghi Nha nudc giam khung thue suat 10% xuong 5%, giam khung 5% xuong 2,5%, tranh khoang cach chenh lech thun suat qua cao tao ke ho tron thun, lau thue Cho phep Tong cong ty de lai khoan thue thu nhap doanh nghiep tao dieu kien cho Tong cong ty tai san xuat mo rong, nang cap co so vat chat, bo sung kinh phi dao tao cho toan nganh Nha nudc can co che thue phu hop vdi cac don vi kinh doanh cua Nha nudc boi cac don vi kinh doanh thudng ke khai va nop thue day du hon cac doanh nghiep tu nhan Doi vdi cac doanh nghiep tu nhan can nghiem chinh chap hanh hon nua che thue doi vdi Nha nudc nham tranh tinh trang tron lau thue xay tren thi trudng nhu hien nay, tao su cong bang cho cac phan kinh te song song cung ton tai 3.3.2 Ve chu ffng trinh sach tai tro’ Trong nhung nam vua qua Tong cong ty da phoi hop vdi Bo tai chinh, Bo Giao duc, Nha xuat ban Kim Dong va chi dao cac cong ty phat hanh tren ca nudc trien khai thuc hien tot chuong trinh sach tai tro giao duc theo yeu cau de ra, duoc du luan danh gia cao Song thuc te nhieu bat cap can phai duoc nghien cuu, giai quyet nhu viec cap ngan sach tai tro hang nam dang co xu hudng giam dan khong hoan thien he thdng phan phoi sach cua Tdng cong ty sach Viet Nam - Ill - dung tinh than QD 21/TTg cua Thu tuong Chinh phu So luong sach hang nam cung ung khong dap ung duoc su gia tang nhanh ve so luong trudng lop Con co nhung ton tai can khac phuc su phoi hop thuc hien chuong trinh giua cac don vi Bo Tai chinh, Bo Giao duc, Nha xuat ban Kim Dong va Tong cong ty Can co su danh gia nghiem tuc qua trinh thuc hien Quyet dinh cua thu tuong Chinh phu nham bao quan, phat huy tac dung cua sach tai tro doi voi cac em hoc sinh o nhung noi duoc cap sach Kien nghi thuc hien nghiem tuc Quyet dinh cua Thu tuong , kien nghi Nha nuoc tang them ngan sach hang nam, mo rong dia ban, doi tuong, trudng lop, so luong hoc sinh duoc cap sach Dieu chinh bo sung nhung khiem khuyet qua trinh to chuc thuc hien Quyet dinh cua Thu tuong nham on dinh hon nua luong sach den voi cac chau Do nhieu ly khach quan va chu quan, nguon ngan sach Bo Van hoa Thong tin cap cho chuong trinh tai tro thu vien cong cong khong tap trung toan bo tai Tong cong ty ma da phan cap cho nhieu don vi Tong cong ty de nghi Bo cap toan bo ngan sach hang nam ve Tong cong ty de thong nhat dau moi cung cap sach theo chuong trinh Tong cong ty chu truong chi chap nhan sach co chat luong tot, kien quyet cham dut tinh trang tranh thu dua cac loai sach cu, kem chat luong vao chuong trinh 3.3.3 Chdng in an va kinh doanh sach lau Trong co che thi trudng nhu hien de tao su cong bang canh tranh cung nhu hoat dong kinh doanh sach, Tong cong ty can kien nghi voi Nha nuoc va cac co quan quan ly cua Bo van hoa tang cudng cong tac quan ly in an va cap giay phep phat hanh cua Do thdi gian qua co nhieu co so tu nhan in va kinh doanh sach lau gay anh huong lon den thi trudng sach Voi luong sach in lau phat hanh thi trudng lam cho tinh hinh gia ca thay doi, chat luong sach khong dam bao anh huong den nhu cau cua ban doc hoan thien he thong phan phoi sach cua Tong cong ty sach Viet Nam -112Ben canh Bo Van hoa Thong tin can xem xet ky nhung tac pham trudc cap giay phep tranh tinh trang chep, vi pham ban quyen tac gia cung nhu su trung lap vdi cung mot tac pham nhung hai nha xuat ban in va phat hanh nham lam sach hon nua thi trudng sach nhu hien Can xu phat nghiem minh tinh trang in lau sach gay lung doan thi trudng sach, tranh tinh trang sach kem pham chat den tay ngudi tieu dung tu nhung cho in lau tung 3.3.4 Kinh phi mua sach va khung gia sach De nghi ban bi thu Trung uong co chi thi cho cac cap uy Dang, chinh quyen dia phuong quy dinh ro muc kinh phi mua sach ly luan chinh tri trang bi cho “ Tu sach chi bo” hang nam cua tu sach phap luat xa, phudng, cac co quan, don vi bo doi, trudng hoc tren ca nudc Can co nghi dinh ve khung gia sach chuan cho gia bia sach tranh tinh trang tang gia sach nhu hien nham giam gia sach ban nham dap ung nhu cau cua ban doc va gia sach xuong nham phu hop vdi thu nhap chung cua toan xa hoi 3.3.5 Tro’ code, tro gia Tong cong ty can kien nghi vdi cac ban, nganh lanh dao cap tren ve tinh hinh tro cudc, tro gia cho cac tinh, ca nudc Ve viec tro cudc, can nghien cuu chinh xac so luong cac tinh, thi xa khu vuc de tu co the xay dung chuong trinh, chinh sach tro cudc van chuyen duoc chinh xac tranh tinh trang dung tien tro cudc khong dung muc dich Ve tro gia, Tong cong ty can nghien cuu de xin y kien cap tren ve tro gia mot so loai sach nham phuc vu loi ich chinh tri, xa hoi hoan thien he thong phan phoi sach cua T6ng cong ty sach Viet Nam KET LUAN Qua trinh chuyen tu hoat dong phat hanh sach sang kinh doanh sach la mot qua trinh co su thay doi can ban ca ve nhan thuc ly luan va hoat dong thuc tien Qua trinh cang tro nen phuc tap cung vdi qua trinh hoi nhap kinh te quoc te Hoat dong kinh doanh sach noi chung va sach noi ieng hien da dan thuc hien nhung quy trinh va nguyen tac kinh doanh phu hop vdi dieu kien kinh te thi trudng Trong dieu kien chung do, Tong cong ty sach Viet Nam dang cang khang dinh vai tro chinh tri cua minh tren linh vuc tu tuong van hoa Dong thdi la mot doanh nghiep dau dan, co tac dong rat ldn tdi hoat dong cua toan nganh kinh doanh sach tren ca nudc, hoat dong kinh doanh co hieu qua co che thi trudng He thong phan phoi la mot nhung yeu to quan dong gop cho nhung cong cua Tong cong ty sach Viet Nam Trong tinh hinh hien nay, su canh tranh cua nhung san pham thay the cang gay gat, gia tri co huu cua sach da phan nao thay doi, dieu thuc day Tong cong ty cang phai no luc hon nua nham tri luong khach hang truyen thong va phat trien them nhung khach hang mdi Vi vay, de tai duoc nghien cuu nham tao lap nhung co so ly luan va thuc tien cho viec de xuat cac giai phap phat trien he thong phan phoi cua Tong cong ty, dap ung nhu cau phat trien va hoi nhap quoc te Vdi nhung ly nhu vay, de tai da dat duoc mot so ket qua sau: - De tai da nghien cuu va he thong nhung co so ly luan ve phat trien, hoan thien he thong phan phoi qua nhung khai niem, loai hinh va cac yeu to anh huong den he thong - Danh gia thuc trang hoat dong kinh doanh cua Tong cong ty noi chung va he thong phan phoi hang hoa cua Tong cong ty noi rieng - Phan tich va lam ro nhung van de chinh sach kinh doanh cua Tong cong ty hoan thien he thong phan phoi sach cua T6ng cong ty sach Viet Nam -114- De xuat cac giai phap hoan thien chinh sach quan ly phan phoi san pham cua Tong cong ty Tuy nhien, nhung han che ve thoi gian va khuon kho nghien cuu do khong tranh khdi nhung thieu sot, song de tai hy vong se gop phan thuc day su phat trien he thdng phan phoi cua Tdng cdng ty sach Viet Nam mot each ben vung, cd sue canh tranh tren thi truong, phu hop vdi nhu cau hoi nhap kinh te thdi dai mdi Cuoi cung, thdng qua day, tdi xin bay td long biet on sau sac tdi TS Phan Td Uyen - 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 Kinh te thuong mai, Dai hoc Kinh te quoc dan, cung cac ban be, dong nghiep da dong vien, nhiet tinh giup dd tdi suot qua trinh hoan ban luan van hoan thien he thdng phan phoi sach cua Tdng cdng ty sach Viet Nam -115- TAI LIEU THAM KHAO TIENG VIET I ■ Philip G Altbach, Damtew Teferra, Xudt ban va phat tridn, Nxb Chinh tri quOc gia, 1999 2- Vaxkin Alecxandro Anatolievich, Cong nghe kinh doanh sach, Nxb Thong tin, Ha Noi, 2003 3- Ban tu-’ tuong van hoa Trung uong, Ky ydu Hoi nghi Bao chi - Xudt ban toan qu6c, Ha Noi, 2006 4- 739- 10- II ■ 12 13 141316 17- 18- Holger Behm, Gabriele Hardt, Hermann Schulz, Jochan Worner, Ngudi lam sach tuong lai, Nxb Van hoc, Ha Noi, 1996 Bo Tu phap, Luat ban quydn tac gia, Nxb Chinh tri Quoc gia, 1996 Bo Tu Phap, Luat xudt ban, Nxb Chinh tri quoc gia, Ha Noi, 2004 Bo Van hoa thong tin, Van hoa Thong tin, Tap chi luu hanh noi bo, cac sO nam 2006 Philippe Breton, Serge Proulx, Bung nd truydn thong, Nxb Van hoa Thong tin, 1996 Le Trinh Minh Chau, Phat tridn he th6ng phan ph6i hang hoa d Viet Nam b6i canh hoi nhap kinh td qu6c td, Nxb Chinh tri quOc gia, Ha noi, 2003 Cuc xuat ban, Luat xudt ban va cac van ban hudng ddn thi hanh, Bo Van hoa Thong tin, Ha Noi, 2006 Cuc xuat ban, Phat hanh sach la cong tac cach manh, 1993 Cuc xuat ban, Xudt ban Viet Nam, tap chi, cac so nam 2005, 2006 Dang Dinh Dao - Hoang Duc Than, Giao trinh kinh td thuong mai, Nxb Thong ke, 2003 J Girard ; Phan Quang Dinh, Nguyen Van Phuc bien dich, Nghe thuat ban hang, Nxb Tre, Tp HCM, 1996 Tr£n Van Hai, Ly luan nghiep vu xudt ban, Hoc vien bao chi tuyyn truyen, khoa xuat ban, Nxb Van hoa Thong tin, Ha Noi, 2007 Hoi Xuat bbn, In, Phat hanh sach Viet Nam, Sach vdi (Tdi sdng, tap chi, cac so nam 2006 Nguybn Van Khoa, Mot sO nghiep vu ve xuat nhap khau XBP, Bao cao khoa hoc, Khoa phat hanh sach, Dai hoc Van hoa, 1998 Nguyen Tri Nguyen, Nhung bai giang vd quan ly van hoa kinh td thi truing dinh hudng xa hoi chu nghia, Nxb Van hoa Thong tin, 2004 hoan thien he thong phan phdi sach cua Tdng cong ty sach Viet Nam -116- 19- Pham Thi Thanh Tam, Kinh doanh xudt ban phdm co chd thi trudng, Luan an PTS khoa hoc kinh te, Tru’ong DH Kinh te Quoc dan, Ha Noi, 1994 20 Pham Thi Thanh Tam, Dai ciuong phat hanh xudt ban phdm, Giao trinh, Dai hoc Van hoa, Ha Noi, 2002 21 ■ Thanh Tinh, Tim hidu cong chung, Tap chi Nghd bao, so 16, thang 20 - 11/2003 22- Tdng cong ty phat hanh sach Viet Nam - Ddi mdi va phat tribn (Ky niem 50 nam truydn thdng nganh phat hanh sach Viet Nam (1952 - 2002), Ha Noi, 2002 22- Tong cong ty phat hanh sach Viet Nam, So thao lich so 40 nam nganh phat hanh sach Viet Nam (Tai lieu luu hanh noi bo), Ha Noi, 2002 24 Tong cong ty sach Viet Nam, Bao cao tdng kdt cac nam, Van ppong Tong cong ty 25- Phan TO Uyen, Hoat dong kinh doanh cua cac doanh nghiep thuong mai nha nudc tren dia ban Ha Noi - Thuc trang va giai phap, Nxb Thong ke, 2003 TIENG ANH Ralt Siepmann t Bonn : Friedrich t Ebert t Stifting, Dvveloping media in the third world, Bantam, 1990 hoan thien he thong phan phoi sach cua Tdng cong ty sach Viet Nam