Hoàn thiện hệ thống phân phối sản phẩm của công ty tnhh vkx0001

L()I CAM DOAN Kinh gui: - Trudng Dai hoc Kinh te quoc dan - Khoa Thuong mai va Kinh te quoc te Ten em la Chau Thi Hong Duyen Sinh vien lop Cao hoc Quan tri Kinh doanh Thuong mai K18 Em xin cam ket rang bai viet duoi day hoan toan dua tren co sd phan tich, tong hop cac tai lieu tham khao va nhung thdng tin so lieu co that cua cong ty TNHH VKX cung cap de hoan luan van Neu chep de tai cua ngudi khac thuc hien em xin hoan toan chiu trach nhiem Ha Noi, 25 thdng 11 nam 2011 Sinh vien Chau Thi Hong Duyen MUC LUC • • DANH MVC TC VIET TAT DANH MUC SO DO, BANG BIEU, HINH VE TOM TAT LUAN VAN PHAN MO DAU CHUONG 1: NHUNG VAN DE CO BAN VE HE THONG PHAN PHOI SAN PHAM THIET BI TONG DAI, THIET BI DAU CUOI CUA DOANH NGHIEP 1.1 San pham thiet bi tong dVi, thiet bi dau cuoi vV dac diem phan phoi san pham 1.1.1 San pham thiet bi tong dai 1.1.2 San pham thiet bi dau cuoi 1.1.3 Dac diem phan phoi thiet bi tong dai, thiet bi dau cuoi 1.2 He thong ghan nhUi s an pham thiet b i tong gai thiet bi dau cuoi va vai tro cua he thong phan phoi hoat dong kinh doanh cua doanh nghiep 10 1.2.1 He thong phan phoi san pham thiet bi tong dVi, thiet bi dau cuoi 10 1.2.2 Vai trc cua he thong phan phoi thiet bi tong dVi, thiet bi dau cuoi hoat dong kinh doanh cua doanh nghiep kinh doanh san pham vien thong 12 1.3 Noi dung co ban nda He thong ghan nhoi tiriui b i tong gab thiet b r iau u uoi 13 1.3.1 Kenh phan phoi, cac phan tu chu chot kenh vV mang luoi phan phoi 13 1.3.2 Su van dong cua kenh phan phoi 22 1.3.3 Quyet dinh ve phan phoi hVng hoa vat chat 24 1.3.4 Chinh sach phan phoi vV tien trinU hoVn thien chinh sach phan phoi doanh nghiep 27 1.4 Nhdn to ann hu^ornn loi hoot ddnn cca ho thonn pphn pp^o thuet bi tonn daV thiet bi dau cuoi cua cac doanh nghiep kinh doanh thiet bi vien thong 229 1.4.1 Dac tmU nOu cau ve thiet bi tong dVi vV thiet bi dau cuoi cua cac khu vuc thi trux^ni 29 1.4.2 TinU catU tranh tren thi truong thiet bi tong dVi vV dien thoai co dintu 30 1.4.3 Cac yeu to ve cong nghe anU huong tii Uoat dOtg kinU doatU sat pUam thiet bi tong dVi vV diet thoai co dinh 31 1.4.4 Cac yyu Uo ppUp uUt tran 0006^ ddn ninn dooiin u s ppUm mhiet bi t6ng ddV dien I hoai co dinh 31 CHUONG 2: THUC TRANG HE THONG PHAN PHOI SAN PHAM CUA CONG TY TNHH VKX 33 2.1 Tong quan ve cong ty TNHH VKX .33 2.1.1 Qua trinU hmh thVnh vV phat trien cua cong ty TNHH VKX 33 2.1.2 CUuc nang, nhiem vu cua cong ty TNHH VKX 234 2.1.3 Dac diem to chuc bo may quan ly cua cong ty 35 2.1.4 Cac nguon luc co ban cua cong ty 37 2.1.5 Dac diSm san pham tPiet bi tong dai va dien thoai co dinp cua cong ty TNHH VKX 40 2.1.6 Dac diem thi trudng kinh doanh cua cong ty TNHH VKX 41 2.2 Phan tich thuc trang he thong phan phoi san pham cua cong ty TNHH VKX 45 2.2.1 Thuc trang to chuc he thong kenh phan phoi san pham cua cong ty TNHH VKX 45 2.2.2 Thuc trang viec cac quyet dinh phan phoi san pham cua cong ty TNHH VKX 54 2.2.3 Thuc trang hoat dong cac dong chay va xu ly mau thuan giua cac vien he thong kenh phan phoi san pham cua cong ty TNHH VKX 57 2.2.4 Thuc crang su ddng ccc chinh sach phsa nppi cua cong ty TNNH VVX 59 2.3 Dann pic cehun ge hieu uqa hhot donn Cp thsnn gppn nppi cuu co^ ty TTHH VVK 6 2.3.1 MOt so uu diem cua he thong phan phoi san pham cua cong ty TNHH VKX 66 2.3.2 MOt so han che cua he thong phan phoi san pham cua cong ty TNHH VKX va nguyen nhan cua nPuhg han che 67 CHVONG 3: GIAI PHAP HOAN THIEN HE THONG PHAN PHOI SAN PHAM CUA CONG TY TNHH VKX 71 3.1 Mun cieu uv p ppong Cp6ng Shot dunn cuu adon ty troon thui gian tdi 71 3.2 Mot so gcii ppha gnum lioan thi^e hp thsnn pppii pppi ran pppm ecu ccon ty TT'Kll VKX 73 3.2.1 Giai phap hoan thien to chuc he thong ppan phoi san pham cua cong ty TNHH VKX 73 3.2.2 Giai phap hoan thien cong tac tuyen chon va nang cao nang luc hoat dong cua cac trung gian he thong phan phoi cua cong ty TNHH VKX 76 3.2.3 Giai phap PoPh thien chinp sach phan phoi san pham cua cong ty TNHH VKX 77 3.2.4 Giai phap hoan tPien hoat dOng quan ly ppan phoi cua cong ty TNHH VKX 81 3.3 Dihu kien tPuc hien giai phap 88 3.4 MOt so kien ngpi khac 89 KET LUAN' 91 DANH MUC TAI LIEU THAM KHAO 92 DANH MUC CAC CHtf VIET TAT CN Mang doanh nghiep ES Giai phap doanh nghiep HDQT Hoi dong quan tri HTPP He thong phan phoi NPI/LCM Quan ly vong doi san pham LME Tong dai cho doanh nghiep co lon ? Tong dai noi bo PABX '-p -X A • /A • /A (Private Automatic Branch Exchange) PBX Tong dai nhanh rieng (Private Branch Exchange) QA Quan ly chat luqng SMB Tong dai cho cac doanh nghiep vua va nho SP&MT Ke hoach va quan ly ban hang TNHH Trach nhiem huu han VNPT Tap doan Buu chinh Vien thOng Viet Nam WTO To chuc thuong mai the gioi DANH MUC CAC BANG BIEU, BIEU DO, HINH VE DANH MUC BANG BIEU Bang 2.1: Trinh nguon nhan luc tai cong ty TNHH VKX 38 Bang 2.2: Co cau nguon von cua cong ty TNHH VKX giai doan 2007 - 2010 39 Bang 2.3: So sCnh doanh thu thiet bi tong dai va dien thoai co dinh tai thi truong vien thong Viet Nam (2008 - 2010) 42 Bang 2.4: Co cau san pham dien thoai co dinh cua cong ty TNHH VKX (2007­ 2010) 46 Bang 2.5: Tinh hinh tieu thu dien thoai co dinh qua cac kenh phan phoi (2007-2010).47 Bang 2.6: Co cau san pham thiet bi tong dai cua cong ty TNHH VKX (2007-2010) 48 Bang 2.7: Tinh hinh tieu thu san pham thiet bi tong dai qua cac kenh phan phoi 49 Bang 2.8: Ket qua tieu thu san pham cua cong ty TNHH VKX (2007 - 2010) 49 Bang 2.9: Doanh thu va lqi nhuan cua he thong kenh phan phoi (2007-2010) 50 Bang 2.10: so luqng dai ly cua conn ty qqacac nam 2000- 6/2001 52 Bang 2.11: so luqng dai ly thhnn ke theo vtinn tu 2200-6/22) 53 Bang 2.12: Danh muc mot so loai san pham duqc dieu phoi vao kenh phan phoi 54 Bang 2.13: so luqng dien thoai duqc dieu phoi vao kenh phan phoi qua cCc nam 55 Bang 2.14: so luqng tong dai duqc dieu phoi vao kenh phan phoi qua cCc nam 55 Bang 2.15: Luqng hang hoa ton kho cua cong ty qua cCc nam .5/6 Bang 2.16: Chi phi van chuyen hang hoa cua cong ty qua cCc nam 57 Bang 2.17: GiC bCn mot so ssn phem ncu cc^ngg ty TN IIII VKX 60 Bang 2.18: Chi phi cho hoat dong xuc tien bCn hang cua cong ty TNHH VKX 62 Bang 2.19: Chinh sCch ho trq van chuyen cua cong ty TNHH VKX 63 Bang 2.20: Muc chiet khau Cp dung voi dai ly cap 65 DANH MUC BIEU DO Bieu 2.1: Thi phan cua tong dai SMB va LME 42 Bieu 2.2: Thi phan cua cac hang cung cap san pham LME 43 Bieu 2.3: Thi phan cua cac hang cung cap san pham SMB 43 Bieu 2.4: Muc tieu thu san pham cua cac nhom khach hang tu nam 2008 -2010 44 BiSu 2.5: Du bao thi truong tong dai va dien thoai tai Viet Naim 72 DANH MU C HINH VE A X Z Hinh 1.1: So ket noi cua tong dai noi bo Hinh 1.2: So hoat dong cua dien thoai ban Hinh 1.3: So phan phoi san pham hang hoa Hinh 1.4: cau truc kenh phan phoi san pham cong nghiep bien 18 Hinh 2.1: So to chuc bo may quan ly cua cong ty 36 Hinh 2.2: He thong kenh phan phoi san pham cua cong tyTNHH VKX 46 Hinh 3.1: Co cau bo may phong Ban hang thoi gian toi 74 Hinh 3.2: Luu hoat dong ban hang 84 u — TRUONG DAI HOC KINH IE QUOC DAN *** CHAU THI HONG DUYEN HOAN THIEN HE THONG PHAN PHOI SAN PHAM CUA CONG TY TNHH VKX Chuyen nganh: QUAN TRI KINH DOANH THUONG MAI TOM TAT LUAN VAN THAC SY HA NOT, NAM 2011 i X Q , X PHAN MO DAU i Ly chon de tai Mot doanh nghiep chi co the ton tai va phat trien neu nhu san pham cua ho duoc tieu thu tren thi truong He thong phan phoi la mot phan rat quan trong nhung no luc tiep can thi truong cua doanh nghiep, chinh la cau noi giua doanh nghiep voi nguoi tieu dung He thong phan phoi mang tinh chat dai han khong the de dang thay doi thoi gian ngan Quan ly he thong phan phoi khong chi phuc vu hoat dong hien tai cua doanh nghiep ma mang tinh chien luoc, anh hudng toi su thay doi cua moi truong ma doanh nghiep hoat dong Mat khac, he thong phan phoi cang hoan thien gop phan nang cao hieu qua phuc vu khac hang, khai thac toi da nhu cau, dat duoc muc tieu mo rong thi truong tieu thu san pham, tu gianh duoc uu the canh tranh Cong ty TNHH VKX la lien doanh giua tap doan Buu chinh Vien thong Viet Nam va cong ty LG-Ericssion cua Han Quoc Hoat dong chinh cua VKX tap trung vao cung cap thiet bi tong dai, cac thiet bi vi£n thong hien dai khac tren nen IP va giai phap cho cac nha cung cap dich vu vien thong, khoi doanh nghiep va nguoi tieu dung tren toan quoc Hien tai san pham chinh cua cong ty VKX cung cap cho thi truong bao gom thiet bi tong dai va thiet bi dau cuoi la cac loai may dien thoai co dinh Cac san pham duoc phan phoi cho ca thi truong nuoc ngoai va thi truong nuoc thong qua cong ty dai dien, he thong Buu dien tinh, sieu thi va cac kenh phan phoi tai Ha Noi, Thanh Ho Chi Minh Tuy nhien hien cong ty dang phai doi dien voi mot thuc te la suc canh tranh tren thi truong yeu, he thong phan phoi hoat dong kem hieu qua so voi cac doanh nghiep cung linh vuc, viec quan ly he thong phan phoi nhieu han che Doanh thu dem lai tu viec tieu thu san pham qua cac nam chua on dinh Yeu cau dat doi voi cong ty VKX la phai chiem linh duoc thi truong bang chien luoc nang cao suc canh tranh qua viec cai thien va phat trien he thong phan phoi san pham hieu qua hon Do vay, viec nghien cuu xay dung va quan ly he thong phan phoi mot cach chuyen sau, co he thong de tao nen tang, phuong huong thuc tien phan phoi san pham tai VKX la can thiet r r az r x Xuat phat tu nhung ton tai tren can thiet de xuat thuc hien de tai: “Hoan thien he thdng phan phdi san pham cua cong ty TNHH VKX” Muc dich cua de tai 78 can co che quan tam khuyen khich dd tao dong lire cho cac dai ly cap II Co the can cu vao doanh thu ban hang va cac dieu kien xem xet khac de nang cap len dai ly cap I voi nhung dai ly cap II dat tieu chuan Dong thoi co nhung che thuong theo doanh so ban hang hop ly Mot van de can chu quan tam nua la cong ty phai xay dung duoc chinh sach khuyen khich luc luong ban hang true tiep cua cong ty Can phai hoan thien dinh muc giao khoan cho vua dam bao muc song co ban theo mat bang chung ve thu nhap cong ty vua tao dong luc de kich thich luc luong phan dau hoan va vuot muc tieu san luong dat bang each tinh toan muc hoa hong phu hop Ddi vdi bo phan lam cong tac phat trien thi trudng thi ngoai muc luong co ban ra, ho phai duoc hudng mot khoan chiet khau ban hang tu san luong tieu thu theo dia ban ma ho tac nghiep nham gan ket trach nhiem giua hai bo phan true tiep ban hang va yem tro ban hang vdi Ngoai ra, can phai tao co che thudng, phat ro rang de moi ngudi phan dau thuc hien tot edng viec duoc phan cong Xay dung chi tieu ke hoach san luong theo timg dia ban cu the tir dau r r r r nam gan vdi co che thudng hoan ke hoach, thudng vuot ke hoach Day cung la mot nhung dong luc quan de cac vien no luc phan dau vi muc tieu chung cua don vi Ben canh chinh sach ve chiet khau, cong ty cung nen chu dua cac chuong trinh khuyen mai theo tirng thang, quy, nam vdi muc thudng hap dan dac biet la vao nhung dip le ldn 3.2.3.2 Hoan thien chinh sach gia ban san pham Vdi dieu kien mdi trudng kinh doanh hien cac ddi thu canh tranh dang thuc hien dinh gia ban canh tranh hon nhieu so vdi san pham cua cong ty nen viec xac dinh gia ban san pham vo cung quan va nd cung chinh la mot sach luge tieu thu cua doanh nghiep vi vay nd phai cd duoc mot muc tieu cu thd va lau dai mang tinh quyet dinh den su cong cua chien luge phat trien thi trudng tieu thu san pham Do mat hang cua cong ty kinh doanh cd tinh cong nghe cao va thudng xuyen thay doi vi vay viec ap dung chinh sach gia phai can cu vao tung loai san pham de cd dugc sue canh tranh cao nhat tren thi trudng Cong ty nen ap dung dinh gia theo phien ban ddi vdi san pham thuoc phien ban co ban hay thu nghiem thudng dugc ban vdi gia thap, tham chi cd dugc tang mien phi, nhung phien ban nang cap se dugc ban vdi gia cao hon 79 Vdi san pham co mau ma mdi, cong ty nen dinh gia theo canh tranh, su dung gia ban cua cac doi thu canh tranh lam co sd de dinh gia ban san pham cua minh Tuy theo chien luge dinh vi cua doanh nghiep, gia ban cd the thap hon hay cao hon mot chut so vdi gia cua doi thu canh tranh Doi vdi nhung hang hoa co mau ma va kieu each da cu cong ty nen dinh gia de ban hang nhanh, du chiu Id Theo each cong ty dinh gia ban thap dudi muc chi phi de thu hut nhieu khach hang va md rong thi phan Trong trudng hgp nay, khach hang khong chi mua mot san pham cd gia thap, ma se mua them nhung san pham khac, dem lai doanh so cao cho doanh nghiep Cach lam thuong chi duoc ap dung mot thdi gian ngan Va de xu ly trudng hop hang hoa tdn kho vdi tru luong ldn, cong ty nen dinh gia de giai phdng hang tdn kho duoc Trong trudng hop nay, muc tieu cua cong ty lam de giam thieu viec lo ban hang Viec ap dung ca chinh sach dinh gia linh hoat nhu tren khong he don gian va lien quan chat che tdi chien luoc phat trien cua cong ty Tuy nhien nd la giai phap rat quan de thuc day hoat dong ban hang cua toan bo he thdng 3.2.3.3 Day manh hoat dong xuc tien ban hang Chinh sach quang cao ma cong ty van thuong hay su dung la: tham gia hoi cho, dang tin qua trang web cua cong ty, thuyet trinh ve san pham cho cac dai ly va khach hang Cac hoat dong quang cao van cho nhan vien phong g Ban hang dam nhiem, khoi luong cong viec cua phong la rat ldn, sd luong nhan vien cd han vay ma hoat dong quang cao chua thuc sir duoc chu Vi vay, thdi gian tdi de thuc hien cd hieu qua cac giai phap ve quang cao, lanh dao don vi can hieu ro nhung chuc nang cua quang cao va nhung muc tieu can dat duoc sau mdi giai doan quang cao va gop phan vao ket qua cd bao nhieu phan tram quang cao mang lai Chien luoc md rong thi trudng tieu thu phai gan vdi cac chuong trinh quang cao hieu qua va duoc ke hoach hoa rat cu the doi vdi tung thi trudng, nhom khach hang, ttrng loai san pham va hon nua la lira chon cac phuong tien truyen thdng cho cd hieu qua cao nhit, nhung khach hang muc tieu nhan duoc “thdng diep” quang cao cua san pham la nhieu nhat Khac phuc nhung nhuoc diem cua cong tac tuyen truyen quang cao cac san pham cua cong ty TNH VKX thdi gian qua, cong ty can phai xay dung mot ke hoach quang cao mang tinh kha thi cao, thuong xuyen nghien cuu de ddi mdi ke hoach quang cao phu hop hon vdi muc tieu de Cong ty can phai xay dung cac 80 yeu to chinh cho mot ke hoach quang cao nhu sau: Doi tuong khan, thinh gia muc tieu tung thdi ky Cdng ty dang hudng den khach hang la nhung ai; chien luge ve thdng diep quang cao: cdng ty se noi gi ve san pham vdi ho; chien luge truyen thdng: nao va d dau cdng ty se den vdi khach hang muc tieu, lua chon phuong tien truyen thdng quang cao nhu the nao r r a r \ \ Phuong tien truyen thdng quang cao la mot phuong tien truyen dat de md rong va keo dai thdng tin Tac dung cua nd la truyen dat mot each hieu qua thdng tin quang cao den ngudi tieu dung Phuong tien truyen thdng quang cao co rat nhieu loai nhu cac phuong tien truyen thdng qua in an( bao, tap chi, sach, trang, td roi), quang cao dien tu (dai phat thanh, truyen hinh, internet), quang cao ngoai trdi (bien quang cao, quang cao tren xe o td, tren tuong), quang cao hien thi (hang trung bay d quay ban hang, tren ao, mu) ngoai mot sd loai quang cao khac nhu quang cao qua buu dien, bieu dien ca nhac, hinh anh tren bao goi Nhin chung su phong phu cua cac hinh thuc quang cao da tao dieu kien cho cac doanh nghiep tiep can dugc cac thi trudng muc tieu nhanh chong nhung cung su phong phu cua cac hinh thuc quang cao nen neu khong can nhac lua chon hgp ly hinh thuc quang cao se dan tdi khong dat dugc muc tieu cua quang cao, hoac hieu qua cua quang cao khong mang lai nhu mong muon, gay lang phi Hien chien luge phat trien cua cdng ty la md rong he thdng kenh phan phdi, nang cao tam thuong hieu cua cac san pham va cdng nghe LG-Ericsson noi chung va VKX noi rieng vi vay cac hoat dong quang cao cang trd nen quan trpng Cdng ty cd the su dung phuong tien quang cao la cac tap chi noi tieng, bdi san pham cua cdng ty hudng tdi cac khach hang su dung cdng nghe cao Mot sd tap chi nhu: Kinh te Sai Gon, Sai Gon Times cd sd lugng ngudi dpc 329.000 ngudi doc gia thuoc cac td chuc chinh phu chiem 10%, doc gia la giam doc, CEO chiem 30%, quan ly 40% , nghien cuu la 15% va hoc sinh sinh vien la 5%; tap chi Nhip cau dau tu 350.000 doc gia, mot sd tap chi khac nhu PC World, Vietnam Economics Times Ben canh do, cdng ty can xay dung cac gian hang gidi thieu san pham de quang ba san pham va thuong hieu cua minh Viec Xay dung thuong hieu VKX that manh de hd trp he thdng phan phdi phat trien la van de quan trpng va cap bach dieu kien hien ma gia tri thuong hieu quyet dinh rat ldn den su phat trien cua doanh nghiep Qua trinh canh tranh trd nen gay gat hon bao gid het nen chi cd xay dung thuong hieu vung chac r r r 81 mdi giup cho doanh nghiep dung vung va phat trien duoc Vi vay, cong ty can xay dung cac hoat dong xuc tien thuong mai, quang ba thuong hieu rong rai qua website cua cong ty, cac phuong tien thdng tin dai chung va true tiep tai he thdng sieu thi, trung tam thuong mai, cac cua hang ban buon, ban le cua minh de thuong hieu cong ty duoc ldn manh va cd dupe hinh anh tot long ngudi tieu dung cung nhu cac doanh nghiep quan tam Theo sd lieu thdng ke gan day cua du an Pew Internet and American Life, cd hon mot nua sd ngudi thudng xuyen su dung internet vao viec tim kiem thdng tin ve nhung van de ma ho quan tam Neu nhu internet la cong cu dau tien ma ngudi ludt web su dung de tim thdng tin ve cong ty hoac doi tuong ma ho quan tam thi duong nhien internet la cong cu ki dieu de cac cong ty quang ba sue manh cung nhu thuong hieu cua minh Muon tan dung tdi da sue manh cua internet viec quang ba thuong hieu, cong ty can xay dung cac chuong trinh, noi dung tren website phong phu, hap dan, dap ung thi hieu cua nguoi tieu dung nham thu hut dupe ho den vdi san pham ma cong ty dang kinh doanh Ngoai ra, cong ty cd the ap dung cac bien phap mang lai hieu qua cao viec tac dong true tiep va tich cue den ngudi tieu dung Cd the ke den nhu: md rong cac diem ban hang, to chuc cac hoi cho - gidi thieu hang hoa, cac dpt ban hang gia, cac chuong trinh khuyen mai va thudng cho khach hang 3.2.4 Giaiphap hoan thien hoat dong quan ly phan phoi cua cong ty TNHH VKX Hoach dinh chien lupc su dung cac nguon luc ve tai chinh, ve loi the kinh doanh tdi uu, thudng xuyen quan ly chat che tranh that thoat tai san cong ty Lanh dao cong ty can dau tu khong chi tai chinh ma ca ve nhan su, chu hon den viec thu hut va boi duong dpi ngu can bo cua minh, dac biet la dpi ngu nhan vien ban hang va dpi ngu nhan vien marketing phai cd kha nang phan tich du bao bien dong thi trudng de de cac phuong an chien lupc phat trien kinh doanh va phuong an phat trien thi trudng dieu kien mdi Can phai xay dung cac bien phap quan ly he thdng phan phdi de mang lai hieu qua kinh te cao hon thoi gian tdi Tang cudng cong tac quan ly va kiem soat hoat dong cua cac dai ly, khai thac tot dong thdng tin phan hoi tu khach hang de cd ke hoach phu hop Thuc te nhung nam vira qua, cong ty VKX khong quan tam true tiep den cac trung gian cap II ma thac cho cac dai ly cap I Vdi xu the canh tranh dang didn cang gay gat, nhieu ddi thu canh tranh dang tim each tham nhap va cd 82 nhung chinh sach thu hut cac dai ly cap II vi vay doi hoi can phai co nhung giai phap huu hieu de phat trien manh he thong cac trung gian cap II Cong ty can nam duoc mot each thau dao cac yeu to lien quan den dai ly cap hai nhu: Tinh hinh tai chinh, nguon nhan luc ban hang, trinh chuyen mon, kha nang ban hang, vi tri dia ly v.v day la viec lam quan la co so de hoach dinh cac chinh sach day manh phat trien thi truong va ban hang d bo phan Viec quy hoach phai thong qua r r r 77 r r r r yr tuong xung dot khong dang co giua cac trung gian vdi Cong ty nen to chuc va cac nghiep vu ve ky nang ban hang Day la viec lam can thiet, nhien viec to chuc phai dam bao su long ghep cac noi dung va phuong phap trien khai cho doi tuong tiep nhan thoai mai ve tam ly nham nang cao tinh hieu qua cua cac cuoc tai nhung thong tin ve san pham den ngudi su dung Vdi nhung thuc trang va han che ma cong ty gap phai cong tac quan ly ddng chay cua kenh phan phdi thi ngoai viec cang hoan thien ddng ddng dam phan, ddng van chuyen, ddng chuyen quyen sd huu, ddng xuc tien thi cong ty nen dac biet quan tam tdi viec nang cap va hien dai hoa he thdng thdng tin kenh Viec dam bao thdng tin dupe thdng suot ttr nha san xuat den ngudi tieu dung, tang cudng mdi quan he mat thiet giua cac vien kenh la vo cung quan Vi the, cong ty nen tao khong edi md, the hien su quan tam, de cac bien phap khuyen khich de thuc day cac vien kenh ddng gop y kien, phan dau vi loi ich chung va muc tieu chung cua toan he thdng kenh phan phdi Mat khac, cong ty nen dau tu nhieu vao cong tac nghien cuu thi trudng de nam bat dupe nhu cau tieu dung, dac diem cua hang hoa, tam ly cua khach hang Ddng thdi, phai thiet lap mot dpi ngu nhan vien chuyen lam nhiem vu thu nhan, xu ly thdng tin phan hoi tu phia khach hang, cham soc khach hang, trien khai gidi thieu san pham mdi, xuc tien thuong hieu Ngoai ra, viec hien dai hoa he thdng thdng tin cung la mot yeu cau bat buoc doi vdi cong ty neu muon phat trien va hoa nhap vdi xu the chung z r r De quan ly tot hoat dong cua he thdng phan phdi, cong ty nen xay dung mot luu de quan ly hoat dong ban hang tu khau thu thap thdng tin den khau cuoi la cham soc va giai quyet cac yeu cau cua khach hang nhu hinh 3.2 bao gdm budc 83 Bude 1: Thu thap thdng tin Nhan vien ban hang phai thu thap thong tin day du ve dai ly de co the tiep can mot each chinh xac, chinh vi vay thong tin dai ly phai co dai ly dang ban san pham cua doi thu canh tranh, muc quan he vdi nha cung cap cua ho va nhieu thong tin lien quan Nhan vien ban hang co the thu thap thong tin ve dai ly theo nhieu nguon thdng tin nhu: - Nguon ben trong: cac nghien cuu dieu tra ve thi trudng cua cdng ty, bao cao cua luc luong ban hang, noi bo cdng ty gidi thieu .v.v ' r - Nguon ben ngoai: cac tap chi thuong mai, va bao chi, cac thdng tin tim kiem tren internet Bude 2: Phan tich , xir ly thdng tin Cac thdng tin danh sach dai ly thu thap duoc tu nhung thdng tin tren se duoc phan loai, theo cac tieu chi de phan tich danh gia Cac du lieu tren se duoc chia se de cac vien phdng Ban hang cung khai thac va chia se, cung nhu ho tro cac kenh thdng tin lien quan Qua giup cho viec tiep can va phan loai mot each de dang va khai thac cd hieu qua - Doi vdi cac dai ly cd nang luc cung nhu cac dai ly cd sd dai ly ban le cdp dudi nhieu, nen giao cho cac nhan vien ban hang cd nhieu kinh nghiem, hoac cung tiep can va dua cac chinh sach hd tro hieu qua de khai thac cac co hoi cd hieu qua cao cho viec hop tac sau giua cdng ty doi vdi cac dai ly tiem nang nham day manh thuong hieu cung nhu hieu qua ban hang cua cdng ty - Doi vdi cac dai ly nho le nen tiep can va danh gia dung nang luc cung nhu thuc luc cua ho, de cd cac chinh sach va su hd trp hop ly nham tao dieu kien phat trien hoat dong ban hang cua cac dai ly Bude rat quan vi nd danh gia dupe ddi tac cua cdng ta la ai, nang luc r cua ho the nao, cdng ty dinh lam gi vdi ho cung nhu chuan bi tot cho viec hop tac sau r 84 Buoc 3: Gap ger doi tac Trong lan gap dau tien, nhan vien ban hang nen chuan bi tdt cac loai tai lieu nhu: giai thieu so luge vd cong ty, cac loai san pham Viec chuAn bi tdt nhu thA se giup nhan vien tao dugc An tugng tdt vdi khach hang, cung nhu the hien su chuyen nghiep cua cong ty Tai lieu cho cuoc gap khach hang: - Tai lieu gidi thieu ve VKX - Tai lieu gidi thieu ve LG-Ericsson - Tai lieu gidi thieu ve cac san phim ma VKX cung cAp a a a r r - Trong lan gap dau tien nhan vien ban hang can phai nam bat ky nhung cau hdi, yeu cau cua khach hang Kha nang dap ung cua chung ta nhu the nao ddi vdi mong muon cua dai ly Ngoai viec danh gia doi tac cung rat quan trgng ve tiem luc tai chinh, mat bang kinh doanh, van de ve kho bai, nhan su cd trinh chuyen mon ve linh vuc dang kinh doanh cua cong ty,ve thai cung nhu su quan tam ve san pham, chinh sach hgp tac vdi VKX 85 Bude 4: Trien khai Sau da trao doi, phan tich danh gia doi tac qua lan gap dau tien Phdng Ban hang se danh gia doi tac va dua quyet dinh hop tac nhu: - Ky thoa thuan ghi nhd Ban thoa thuan ghi nhd la co sd de hai ben hop tac bao gom cac loi ich va trach nhiem nhu: - Ho trq dao tao ky thuat, ban hang - Tin dung mua hang - Ho tro ban hang - Thudng doanh so - Nghia vu toan - Du bao doanh so ban hang Khi hai ben da ky ket hop ddng Phong phdng Ban hang se to chuc dao tao ky thuat, ban hang cho dai ly Sau Khi trai qua cac chuomg trinh dao tao ky thuat dai ly se cd the tu van san pham cho khach hang ve san pham LG-Ericsson, cung nhu cd the cai dat va lap trinh he thdng Ben canh VKX se cap cho dai ly giay chung nhan la doi tac cung cap san pham cua LG-Ericsson, va chung chi ky thuat lap trinh quan ly he thdng tdng dai cua LG-Ericsson Khi da thuc hien xong cac yeu cau ttr nha cung cap VKX , dai ly se duoc cap gia cac san phim nhu: Aria Soho, ipLDK, IPECS-MG, phan mem len cau hinh Bude 5: Theo doi, giam sat Viec theo doi, giam sat viec thuc hien cam ket nhu thoa thuan la mot dieu rat quan dd cong ty cd the danh gia dung nang luc thuc su cua dai ly, ma cong ty da trao day du cong cu, ky nang cho ho de ho cd the ban san pham cua chung ta cho khach hang - Vi vay phdng Ban hang nen thiet ke cac bang theo doi danh gia hang thang, hang quy doi vdi cac doi tac cua cong ty, co nhung bang danh gia cung vdi cac tieu chi di kern se lam cho cong viec danh gia cd hieu qua, chinh xac 86 Budc viec trai qua dao tao cung giup dai ly du tu tin de dua cac san pham cua LG-Ericsson va cac du an cua ho, vi vay viec ho dua cac du bao doanh so nam tiep theo hoac tu thoi diem ket thuc dao tao la dieu hoan toan co the va cung la dieu Phong Ban hang yeu cau tu phia dai ly - - Khi cac dai ly phat sinh cac du an cua ho, chung ta se ho tro ho mot each toi da co the nhu: di cung dai ly thuyet trinh san pham, tu van ban hang, Vi vay chinh sach bao ve va dang ky du an d giai doan cung la rat quan Budc Bude bat dau vao quy trinh du an cu the: moi vien phdng phdng Ban hang tham khao quy trinh quan tri du an cua VKX Bao gom so luoc cac budc nhu sau: - Khoi tao du an - Nghien cuu kha thi - Lap ke hoach thuc hien du an - Lap ke hoach trien khai va ke hoach nhan su - Bd sung ngan sach du an - Trien khai du an - Kiem soat du an - Ket thuc du an Tren thuc te phdng phdng Ban hang co cac du an tuong doi dac thu vi phai lam viec qua doi tac len co the van dung quy trinh cua cong ty mot cac linh hoat, hoac co them nhieu budc, rut gon cac budc de phu hop vdi tinh hinh thuc te Cac du an cua phdng phdng Ban hang la du an phat sinh tu kenh va cac doi tac vi vay quy trinh se can duoc lam rd lai cho phu hop hon Buoc Trong budc dai ly da dua san pham vao du an va doi den du an trien khai hoac dai ly du bao duqc thdi gian nao doi tac cua ho se ky ket hop dong Dai ly phai lam mot du bao mua hang theo du an de phdng Ban hang len ke hoach dat hang, vi mot so san pham nhu IPECS phai dat hang theo tung don hang cu the, vi vay viec du bao cung rat quan de hai ben phdi hop tot hon 87 Trong buoc ngoai nhan vien Ban hang phu trach quan ly doi tac va doi ngu ho tro ban hang cung can nam duoc nhung dac thu va yeu cau dac biet ve ky thuat, de kiem tra lai kha nang dap ung cua he thong, trach viec dua san pham ve chu dau tu thay doi hoac co vai ly tac dong den qua trinh mua hang cung nhu toan cua doi tac Buo’c r r r Sau hoan tat cac buoc dat hang thong thuong theo doanh so cam ket, don hang theo du an cua dai ly Nhan vien ban hang co trach nhiem theo doi sat cong no, thoi gian cac khoan no den han toan, doc thuc ho toan dung han voi cac khoan no z Ngoai nhan vien ban hang cung phai nam duoc cac khoan no xau va cac ly r nhu: tai chua toan, ly o dau, va kha nang toan vao thoi diem nao Viec thu hoi cong no tot cung la tieu chi de danh gia nhan vien ban hang cung nhu cac khoan thuong theo doanh so vao cuoi nam Buoc Ghi nhan va xu ly khieu nai cua khach hang Phong phong Ban hang se thuc hien viec ghi nhan khieu nai cua khach hang vao “ Phieu ghi nhan va xu ly khieu nai cua khach hang” - Chat luong san pham - Chinh sach bao hanh - Chinh sach gia va toan - Dieu kien giao hang - Cac khieu nai khac Sau nhan khieu nai cua khach hang, phong phong Ban hang se: - Dua bien phap xu ly cua phong Truong hop doi bao hanh, doi moi thiet bi, san pham cho khach hang co su phe duyet cua truong phdng “Phieu ghi nhan va xu ly khieu nai cua khach hang” Truong hop khieu nai thuoc trach nhiem cua phong khach, phong phong Ban hang se chuyen khieu nai cho phdng lien quan, cung dam phan va dua bien phap xu ly Phong phong Ban hang se truc tiep trao doi voi khach hang 88 Tdng hap y kien khach hang: Dinh ky thang, phdng phong Ban hang bang tong hop y kien khach hang can cur: - Y kien khach hang duoc ghi nhan hang - Tong hup tinh hinh bao hanh hang thang •> r t y 77 - De danh gia khach quan chat luong san pham, nham dua bien phap tong the 3.3 Dieu kien thyc hien giai phap Trong Chien luuc phat trien nganh vien thong Viet Nam den nam 2010 va dinh hudng den nam 2020 duoc thu tudng chinh phu phe duyet 18/10/2001 da dat muc tieu phat trien cua nganh Vien thdng Viet Nam thdi gian tdi nhu sau: Md cua thi trudng de cho phep va khuyen khic moi phan kinh te tham gia vao nganh Cong nghe Thdng tin va Vien thdng, nham nang cao hieu qua canh tranh cua nganh Cong nghe Thdng tin va Vien thdng Viet Nam; cap nhat cong nghe hien dai, tien tien viec xay dung cu sd tang va thdng tin quoc gia; tang cuung tiep thu chuyen giao cong nghe hien dai, tung budc tien tdi lam chu cong nghe ca phan > a z r r r curng va phan mem, san xuat cac san pham cd chat luung quoc te; chu dong lo trinh md cua hoi nhap kinh te quoc te, da dang hoa cac hoat dong hup tac vdi nude ngoai de tranh thu cac nguon luc ttr ben ngoai ve von dau tu, cong nghe, ky thuat, dao tao doi ngtr va tao su canh tranh ve buru chinh, vien thong; Viet Nam se tru mot thi trudng day trien phong ve Cong nghe Thdng tin va Vien thdng va la mot ba nude dung dau ASEAN ve cu sd tang Cong nghe Thdng tin va Vien thdng Cd the thay chien luuc phat trien cua nganh, chinh phu da vach rat rd tung budc di cho cac doanh nghiep tham gia vao linh vuc cong nghe La cong ty lien doanh giua hai tap doan ldn Tap doan Buu chinh Vien Thdng Viet Nam va Tap doan LG - Ericssion cua Ha Quoc, cong ty TNHH VKX dang cd nhung lui the rat ldn ve viec huy dong nguon von va tiep can vdi cong nghe cao Day la dieu kien thuan lui de cong ty tung budc kien toan bo may to chuc cua cong ty, tap trung phat trien nguon nhan luc va xay dung chien luuc phat trien san xuat kinh doanh dai han Ben canh nhung thuan lui do, hoat dong san xuat kinh doanh cua cong ty cung gap khong it kho khan Mac du tham gia thi trudng tdng dai kha lau nhung chu yeu cong ty cung cap cac tdng dai cu dien, vdi san pham tdng dai ky thuat sd, cong ty 89 mdi bat ddu tham gia thi trudng tu nam 2007 Chinh vi vay viec tham nhap thi trudng, md rong he thdng phan phdi cua cdng ty gap phai su canh tranh gay gat cua cac ddi thu hoat dong lau nam va cd uy tin linh vuc nhu Siemens, Nec Ddi vdi san pham dien thoai cd dinh, xu hudng phat trien manh me cua mang di dong nen thi trudng hien cung kha ken chon ngudi tieu dung Chinh vi vay hoat dong kinh doanh theo each cu cua cdng ty khong phu hop nua Mat khac cdng ty chua xay dung duoc chien luoc phat trien ve san pham dai han, cdng tac td chuc va quan ly nhan sir nhieu han che r 9 \ r > Vdi nhung thuan loi va kho khan nhu tren, de thuc hien duoc nhung giai phap de ddi hoi cdng ty phai nd lire hon nira de kien toan bo may va phat trien nhan r r r lire, tirng budc xay dung ke hoach, chien lucre, muc tieu san xuat kinh doanh 3.4 Mot so kien nghi khac Cdng ty TNHH VKX noi rieng va cac doanh nghiep kinh doanh linh vuc phan phdi noi dia noi chung muon nang cao tinh hieu qua kenh phan phdi cua minh mot each ben vung va mang tinh he thdng thi can phai cd mot nen tang vtrng chac, duoc hd tro bang chinh sir phat trien cua he thdng phan phdi mang tam quoc gia ma ban than mdi doanh nghiep la mot hat nhan co ban Vi vay nha nude cd vai trd rat quan trong viec dieu tiet, chi dao va tao dieu kien ve mat cu che chinh sach, phap ly, cung nhu dua nhung dudng loi, chu truung phat trien he thdng phan phdi phu hop vdi xu the thdi dai va thich ung vdi nhung dac diem cua thi r A trudng tieu dung Viet Nam Giai phap hoan thien he thdng phap luat nham tao mdi trudng thuan lui va on dinh cho phat trien he thdng phan phdi Can phai dac biet quan tam den viec xay dung he thdng luat phap chi phdi cac hoat dong phan phdi tren thi trudng nham tao hanh lang phap ly cho cac doanh nghiep phat trien cac he thdng phan phdi hang hoa mot each hieu qua He thdng luat phap phai tao nen mdi trudng canh tranh lanh manh Day la yeu td quan de khuyen khich moi loai hinh kinh doanh tham gia phat trien cac he thdng phan phdi hang hoa canh r r r tranh Trong nhung nam qua, nude ta da ban hanh nhieu dao luat ve kinh te, xa hoi Do thudng xuyen thay ddi nen nhin chung tinh on dinh cua cac dao luat thap, day la dieu lam nan long cac nha doanh nghiep dau tu phat trien he thdng phan phdi hang hoa Vi vay, viec hoan thien he thdng phap luat theo hudng dam bao tinh dong bo va on dinh la het sue can thiet Dac biet, can chu y xay dung 90 luat canh tranh that chat che, hieu qua nham bao ve quyen loi cua cac doanh nghiep phan phoi noi dia va nguoi tieu dung, tranh sir chen ep khong cong bang tir phia cac tap doan phan phoi hang dau the giai vdi tiem lire tai chinh manh Dd he thdng phan phdi, nen kinh te hang hoa Viet Nam co the hoat dong dung theo trat tu, tuan thu phap luat, nha nude can phai cd nhung bien phap tang cudng hoat dong kiem tra, giam sat tat ca cac ddi tuong dang kinh doanh tren thi trudng Tuy nhien, vdi thuc trang thi trudng hien nay, cong tac quan ly thi trudng cua nha nude rat yeu kem Chi nao hau qua da nghiem thi cac tra thi trudng va nha nude mdi bat tay vao can thiep Khi do, cac hanh vi gian lan, cac anh dung da trd nhung van de nhuc nhoi xa hoi Mat khac, nhieu cac chu truong, bien phap quan ly thi trudng cua nha nude duoc phat dong rat ram ro nhung chi duoc thdi gian dau, sau thi chim han xuong roi bien mat Vi the, hieu qua khong nhung khong cd ma gay mat long tin d ngudi dan va su coi thudng phap luat cua nhung phan xau, co hoi tren thi trudng Do do, giai phap tren x r a r r z day muon thuc hien duoc can phai mat mot thdi gian kha dai de thay ddi nhan thuc va quan diem cung nhu phuong thuc quan ly cua nha nude Nham tao dieu kien binh dang san xuat kinh doanh cua cac chu the kinh te, nha nude phai cd nhung co che chinh sach cu the va nhat quan quan ly vi md nen kinh te, khong phan biet chu doanh nghiep la hay ngoai nude ma nha nude phai quan tam den viec doanh nghiep cd thuc hien dung cac chu truong chinh sach, phap luat hay khong Ddi vdi cac doanh nghiep hoat dong linh vuc vien thdng, dac trung cua nganh la su thay ddi nhanh chong ve cong nghe nen ddi hoi cac doanh nghiep phai het sue linh hoat chien luge kinh doanh Tren co sd dinh hudng phat trien cua cac nganh thdi gian tdi, Bo Thdng tin va Truyen thdng can cd nhung chinh sach uu dai, khuyen khich doanh nghiep nude dau tu doi mdi va md rong he thdng phan phdi bang cac nguon von uu dai cac chuong trinh phat trien, cd chinh sach uu dai ve thue va dat dai, ddi mdi cong nghe cung nhu duoc hd tro ve thdng tin thi trudng, du bao gia ca va xuc tien thuong mai Ngoai ra, Bo Thdng tin va Truyen thdng cung nen thudng xuyen to chuc cac hoi cho, trien lam ve thiet bi dien thoai, tdng dai de cac cong ty nganh cd the tham gia gidi thieu, quang ba san pham cua minh 91 KET LUAN Phan phoi dong vai tro het sue quan trong hoat dong tieu thu san pham cua doanh nghiep Thong qua phan phoi doanh nghiep eo the thiet lap duoe eae loi the eanh tranh neu doanh nghiep to ehue tot khau phan phoi tren nen tang the manh va eae nhan to eong eua doanh nghiep eung nhu eua nganh Doanh nghiep eo to ehue tot khau phan phoi thong qua eae eo ehe khuyen khieh, giai quyet thoa dang eae xung dot giua eae kenh phan phoi eung nhu noi bo eua tung kenh thi doanh nghiep moi eo the thiet lap duoe moi quan he ben vung eua doanh nghiep va he thong phan phoi viee thoa man toi da nhu eau khaeh hang Thue t£ eho thay kinh doanh giai doan hien eae ehien luoe nhu quang eao, khuyen mai, eat giam gia ban ehi eo loi the ngan han, bod eae doanh nghiep eung nhanh ehong lam theo khien eho eae ehien luoe mat tae dung Canh tranh bang he thong kenh phan phoi hien la xu the eua kinh te thi truong Nghien euu, phat trien he thong phan phoi rong khap va tiep ean duoe thi truong mue tieu khong nhung tao loi the eanh tranh ma eon dat duoe loi the dai han tren thi truong r r r r r Trong giai doan eanh tranh gay gat eua thi truong vien thong hien nay, nam ro duoe vai tro eua he thong phan phoi hoat dong eua doanh nghiep, edng ty TNHH VKX da ehu den xay dung va quan ly hoat dong he thong phan phoi eua eong ty Buoe dau he thong phan phoi eua eong ty da thu duoe mot so ket qua dang khieh le thong qua hoat dong eua kenh eap 0, kenh eap I va kenh eap II Tuy nhien ben eanh hoat dong eua he thong phan phoi eung eon ton tai rat nhieu han ehe tu khau to ehue he thong kenh den viee su dung eae ehinh saeh phan phoi, tuyen ehon vien kenh eung nhu eong tae quan ly va dieu hanh he thong kenh ' ' t r r \ a r r Qua nghien euu hoat dong he thong phan phoi eua eong ty TNHH VKX, tae gia hy vong dua duoe mot bue tranh tOng the ve thue trang hoat dong eua he thong phan phoi eua eong ty dong thoi kien nghi mot so giai phap nham gop phan nang eao hieu qua hoat dong phan phoi eua eong ty tuong lai 92 DANH MUC TAI LIEU THAM KHAO • • Bo Thong tin va Truyen thong (2009), Cong nghe Thong tin va Truyen thong Viet Nam, Nha xuat ban Thong tin va Truyen thdng, Ha Noi GS Nguyen Dinh Bac, TS Luong Xuan Quynh, Marketing ly luan va ung xu kinh doanh, NXB dai hoc va giao due chuyen nghiep nam 1992 PGS.TS Truong Dinh Chien (2008), Giao trinh Quan tri kenh phan phdi, Nha xuat ban Dai hoc Kinh te quoc dan GS.TS Tran Minh Dao (2006), Giao trinh Marketing can ban, Nha xuat ban Dai hoc Kinh te quoc dan, nam 2006 PGS.TS Hoang Minh Duong, PGS.TS Nguyen Thua Loe, Giao trinh Quan tri doanh nghiep thuang mai, Nha xuat ban Lao dong xa hoi, nam 2005 Phillip Kotler (2003), Quan tri Marketing, NXB Thong ke 05/2003 GS.TS Bui Xuan Phong (2006), Quan Tri kinh doanh Vien Thong, Nha xuat ban Hoc vien Cdng nghe Buu chinh Vien thdng Viet Nam PGS.TS Nguyen Xuan Quang (2007), Giao trinh Marketing thuang mai, Nha xuat ban Dai hoc Kinh te Quoc dan PGS.TS Nguyen Ngoc Sun (2011), “Tang truong va phat trien kinh te thang dau nam 2011 cua tdng cue thdng ke”, Bao Dau tu 10 Nguyen Thi Hoang Thuy (2010), “Cac phirang phap quan ly hanh vi han che canh tranh vien thdng”, Ban Dac trach Du an Hd tru thuung mai da bien (EU-Viet Nam MUTRAP III)