Hoàn thiện hoạt động bán nhà ở của các dự án thuộc tổng công ty đầu tư phát triển nhà và đô thị ( hud) bộ xây dựng

TRUING DAI HOC KINH TE QUOC DAN NGUYEN THE UOC DAI HOCKTQD RUNG TAM • THONG TIN THU VI$N HOAN THIEN HOAT DONG BAN NHA CUA CAC ■ _ r ■ n a' 41 ■ m 4% r _ 4% O 4wz BIT AN THUOC TONG CONG TY DAU TIT PHAT TRIEN ■ ■ M M 4% 4% 4% „ NHA VA DO THI (HUD) - BO XAY DONG Chuyen nganh : QUAN TRI KINH DOANH THUONG MAI LUAN VAN THAC SY QUAN TRI KINH DOANH Ngurfri htfdng dAn khoa hoc: PGS.TS.NGUYEN, XU AN QUANG HOC KTQD kSGB,P 203 HA NOI - 2006 MUC LUC LCH CAM ON LOl NOI DAU CHUONG I: LY LU AN CO BAN VE HOAT DONG BAN SAN PHAM NHA CUA CAC DOANH NGHIEP DAU TUKINH DOANH NHA d3 I Thi trudng nha a va dac diem hoat dong dau tir kinh doanh san pham nha d Khai quat ve nha d va thi trirdng nha d 1.1 Khai quat ve nha d 1.1.1 Khai niem ve nha d 1.1.2 Phan loai nha d 1.1.3 Vai tro, y nghia cua nha d 1.2 Thi trirdng nha d 1.2.1 Thi trirdng nha d la mot bo phan quan cua thi trudng bat dong san 1.2.2 Cac yeii to cau cua thi trirdng nha d 1.2.3 Thi trudng nha d cua doanh nghiep 11 Dac diem mua shin nha d tren thi trirdng 12 Dac diem cua cac doanh nghiep hoat dong dau tu kinh doanh nha d tren thi trudng 18 II NOI DUNG CO BAN CUA HOAT DONG BAN SAN PHAM NHA d CUA CAC DOANH NGHIEP DAU TU KINH DOANH NHA d 20 Nghien cuu thi trudng va cac nhan to tac dong den kha nang dau tu va ban nha d cua doanh nghiep 20 Xay dung ke hoach ban nha d cua doanh nghiep 21 To chirc thuc hien ke hoach ban nha d cua doanh nghiep 22 3.1 To chirc, tao lap cac di6u kien ban nha d: 23 3.2 Quan tri qua trinh ban nha d cua cac luc luqng ban 24 Kiem tra, kiem soat va dieu chinh hoat dong ban nha d cua cac doanh nghiep 25 Phan tich danh gia hieu qua hoat dong ban nha d 25 m CAC NHAN TO CO BAN ANH HUdNG DEN HOAT DONG BAN NHA O CUA DOANH NGHIEP 26 Nhom cac nhan to khach quan 26 1.1 Toe va xu hudng phat trien cua nen kinh te: .26 1.2 Cung nha d chung va cung tirng loai nha d khac tren thi trirdng 28 1.3 Nhu cdu, cau ve nha d tren thi trudng 28 1.4 Trang thai canh tranh tren thi trudng nha d 29 1.5 Gia ca nha d tren thi trudng 29 1.6 Cac quy dinh ve luat phap, chmh sach lien quan 30 1.7 Cac yeu to khac 30 Nhom cac nhan to chu quan 31 2.1 Chien luoc phat trien cua doanh nghiep 31 2.2 Tiem luc tai chmh cua doanh nghiep 32 2.3 Cong nghe xay lap 32 2.4 Nang luc (cong nghe) to chuc quan ly noi chung va hoat dong ban nha d noi rieng 33 2.5 Con ngudi 33 2.6 San pham nha d va mire thfch ting cua san pham nha d vdi khach hang muc tieu 34 2.7 Cac hoat dong marketing mix 34 2.8 Uy tin, hinh anh cua doanh nghiep tren thi trudng 35 CHUONG II: PHAN TICH THUC TRANG DAU TU KINH DOANH VA HOAT DONG BAN NHA CUA TONG CONG TY DAU TUPHAT TRIEN NHA VA DO THI (HUD) 36 I THI TRUdNG NHA VIET NAM VA DAC DIEM HOAT DONG DAL TU KINH DOANH NHA CUA TONG CONG TY HUD 36 Khai quat ve thi trudng nha d Viet Nam 36 1.1 Trang thai thi trudng nha d nude ta hien 36 1.2 Thue trang nhu cau va dap ung nhu cau ve nha d hien tai cac thi d nude ta 39 Khai quat ve dac diem hoat dong dau tir kinh doanh cua Tong cong ty HUD 41 2.1 So luoc qua trinh hmh thanh, chdc nang, nhiem vu, co cau to chufc, triet ly kinh doanh, dac di6m van hoa va sir menh cua Tong cong ty HUD 41 2.2 Vi the cua Tong cong ty HUD 47 II KET QUA HOAT DONG DAU TUKINH DOANH VA BAN NHA d CUA TONG CONG TY HUD 50 Ket qua hoat dong dau tir kinh doanh cua Tong cong ty HUD tir nam 2003 den 2005 50 1.1 Dac diem ve von va co cau von 50 1.2 Ket qua san xuat kinh doanh 52 Ket qua ban nha d cua Tong cong ty HUD tir nam 2000 den nam 2005 56 III PHAN TICH THUC TRANG HOAT DONG BAN SAN PHAM NHA d TAI CAC DU AN CUA TONG CONG TY HUD 57 Hoat dong ban nha d cua HUD giai doan 2000 den 2004 59 1.1 Thue trang hoat dong nghien cuu thi trudng 59 1.2 Thue trang hoat dong xay dung ke hoach ban .61 1.3 Thue trang he thong to chuc ban hang va cac kenh ban hang 62 1.4 Thue trang gia ban san pham nha d 65 1.5 Thue trang hoat dong marketing ban san pham nha d 66 1.6 Thue trang san pham nha d (goc lua chon san pham) 67 1.7 Thue trang dich vu trudc va sau ban san pham nha d 68 1.8 Thue trang toan 70 Thirc trang hoat dong ban nha d tai mot so du an cua Tong cong ty HUD 70 2.1 Thuc trang hoat dong ban nha d tai du an Khu thi moi Dinh Cong 70 2.2 Thuc trang hoat dong ban nha d tai du an Viet Hong 71 Mot so dieu chiii^ihi hoot dong bbn nha o cua Tong cong ty HUD th nam 2004 den 74 IV NHAN XET CHUNG 75 Nhung ou diem cua hoat dong ban san pham nha d cua Tong cong ty HUD 75 Nhung ton tai hoat dong ban san pham nha d cua Tong cong ty HUD 76 CHUONG IH: GIAI PHAP CO BAN HOAN THIEN HOAT DONG BAN SAN PHAM NHA CUA CAC DU AN THUOC TONG CONG TY DAU TO PH AT TRIEN NHA VA DO THI (HUD) 79 I XU HLUNG VAN DONG CUA THI TRUUNG NHA O VIET NAM - CO HOI VA THACH THUC ONT RA CHO TOAG COAG TY HUD 79 Xu hoOng van dong cua thi toohng nha d Viet Nam - co hoi va thach thdc 79 Dinh hodng chien lugc cua Tong cong ty HUD den nam 2010 86 H DIHH HUNHG HOI DUAG HOAA THIEA HOAT DOGG BAA AHA CUA TOHG COAG TY HUD .87 Hoan thien hoat dong ban san pham nha d la mot nhung nhiem vu cap bach 88 Dinh hodng chien lugc dau tu la diem xuat phat tot cho hoat dong ban san pham nha d 89 Quan diem dung ve san pham dau tu cua du an la co sd quan quyet dinh den kha nang ban tot san pham nha d cua cac du an 90 He thong ban hang chuyen nghiep la co sd dac biet quan de to chuc tot hoat dong ban san pham nha d 92 Chi phi ban hang va chi phi marketing la mot bo phan quan xay dung du an dau to 93 III GIAI PHAP HOAN THIEN HOAT DONG BAN NHA CUA CAC DU AN THUOC TONG CONG TY HUD 94 Hoan thien chien luge dau tu 94 Hoan thien chien luge marketing 95 Hoan thien san pham 97 Hoan thien gia ban san pham nha d 100 Hoan thien hoat dong xue tien 103 5.1 Xay dung ke hoach, chuong trinh quang cao hieu qua 103 5.2 Nhanh chong hoan thien trang Web cua Tong cong ty 105 5.3 Xay dung va day manh hoat dong ban hang ca nhan 105 5.4 Chu quan he cong chung tao hinh anh va uy tin cho Tong cong ty 106 5.5 Tham gia hieu qua cac trien lam, hoi cho 106 Hoan thien hoat dong phan phoi 106 6.1 Kenh ban hang 106 6.2 Dia diem ban hang 108 Hoan thien to chuc he thong ban nha d 108 Dao tao nhan vien ban hang chuyen nghiep 110 8.1 Phan tich va xac dinh yeu cau doi vdi nhan vien ban hang noi chung va timg loai nhan vien ban hang noi rieng 110 8.2 Ra soat lai luc luong ban hang hien tai ve kha nang dap ung nhung yeu cdu daduocxac dinh 111 8.3 To chile dao tao doi ngu ban hang phu hop vdi yeu cau chuyen nghiep 111 KET LUAN 113 DANH MUC TAILIEUTHAM KHAO 116 TRUING DAI HOC KINH TE QU6C DAN G8K>£Qg88O NGUYfiN THE UOC M jw r ?_ m ? r HOAN THIEN HOAT DONG BAN NHA CUA CAC _ r A* _ r A? BIT AN THUOC TONG CONG TY DAU TT PHAT TRIEN NHA VA DO THI (HUD) - BO XAY DONG Chuyen nganh : QUAN TRI KINH DOANH THUONG MAI LU AN YAN THAC SY QUAN TRI KINH DOANH TOM TAT LUAN VAN THAC SY HA NOI - 2006 i Ly loa chon de tai Tong cong ty Dau tu phat trien nha va thi (Housing and Urban Development Coorporation - HUD) true thuoc Bo Xay dung, dupc lap nam 2000, la mot nhung don vi manh cua ca nude chuyen ve phat trien nha va khu thi, tien phong phat trien nha va thi theo mo hinh du an dong bo he thong tang ky thuat va tang xa hoi, co chu quan ly thuc su o Viet Nam Tuy nhien hien thi truong nha o Viet Nam dang co su canh tranh quyet liet doi hoi HUD phai nhanh chong hoan thien hoat dong ban nha o tai cac du an cua minh Muc tieu nghien cdu Van dung ly thuyet ve ban hang vao phan tich hoat dong ban nha o cua Tong cong ty Dau tu phat trien nha va thi - HUD va dua giai phap hoan thien hoat dong ban nha o cua cac du an thuoc Tong cong ty Doi tuong va pham vi nghien cun * Doi tiffing nghien cftu: - Ly luan ve hoat dong ban san pham nha o linh vuc dau tu kinh doanh nha - Hoat dong dau tu kinh doanh va hoat dong ban san pham nha o cua Tong cong ty HUD * Pham vi nghien cftu: - Thoi gian: th nam 2000 den 2010 - Khong gian: cac du an phat trien nha o va khu thi moi cua Tong cong ty HUD Phuong phap nghien cun Su dung cac phuong phap phan tich kinh te, ly luan cua cac mon khoa hoc kinh te va thuc te hoat dong ban nha o tai cac du an cua HUD de’ phan tich ii Ndi dung chh yeu cua uan van Ngoai loi ma dau va ket luan, noi dung cua luan van duoc chia chuong Chuogg I; Ly luan co ban ve hoat dong ban san pham nha d cua cac doanh nghiep dau tu kinh doanh nha d Chuogg II: Phan tfch thuc trang dau tu kinh doanh va ban nha d cua Tong cong ty Dau tu phat trien nha va thi - HUD Chuogg III: Giai phap co ban nang cao kha nang ban san pham nha d cua cac du an thuoc Tong cong ty Dau tu phat trien nha va thi - HUD CHUONGI z /s , *> f A v LY LUAN CO BAN VE HOAT DONG BAN SAN PHAM NHA CUA CAC DOANH NGHIEP DAU TU KINH DOANH NHA O I THI TRUONG NHA VA DAC DIEM HOAT HONG DAN TU KI NH DOANH SAN PHAT NHA Khai qnat ve gha d va thi truong gha d 1.1 Khai quat ve nha a 1.1.1 Khai niem ve nha a Co mot so khai niem ve nha d nhung tuu chung lai nha d khong chi la mot nhung nhu cau co ban nhat ma la quyen co ban cua nguoi Nha d la khong gian sinh hoat quan va can thiet cua ca nhan va ho gia dinh nham bao ve su an toan, tai tao suc lao dong va phat huy kha nang cua mdi vien 1.1.2 Phan loai nha a Co the phan loai nha d theo cac goc khac sau: theo cap nha, theo muc rieng biet, rieng tu cua nha d va theo hinh thuc sd huu 103 - Da dang cac dot toan: HUD can xay dimg nhieu hinh thuc toan bang viec dua nhieu lua chon ve so dot toan va miic toan cua mdi dot cho khach hang co tinh den yeu to lai suat va van de chiet khau Vi du, tai du an Viet Hung, khach hang mua can ho chung cu toan lam ba dot: dot 1, ky hop dong toan 30% gia tri can ho; dot sau 90 ngay, toan 40% va dpt 3, nhan ban giao nha toan phan gia tri lai Ddi vdi nha biet thu, khach hang cd the lua chon mot ba each toan: Cach 1, dpt ky hop dong toan 50% tien tang o dat, dpt sau 90 toan 50% gia tri tang d dat lai se dupe chiet khau 5% gia tri tdng d dat Cach 2, dpt ky hop ddng toan 40% gia tri tang o dat, dpt sau 120 toan 60% gia tri tang lai se dupe chiet khau 3% gia tri tang o dat Cach 3, toan lam bon dpt theo ty le 30%, 30% (90 sau), 20% (120 sau) va phdn lai nhan ban giao nha xay tho - Ket hop vdi cac to chuc tai chinh (cac ngan hang) de hd tro tai chinh cho khach hang Dac biet can nghien ciru sdm dua vao hinh thuc tra cham, tra gop cho nhom khach cd thu nhap thap Vi du, HUD dang ket hop vdi VIBank, Habubank, Techcombank Hoan thien hoat dong xue tien Xue tien cd vai trd to ldn thuc day nhanh hoat dong ban hang HUD can chu nhieu hon tdi hoat dong xue tien ban hang cua minh, cu the d cac van de sau: 5.7 Xay dung ke hoach, chuong trinh quang cao hieu qua Nhu da de cap phan thuc trang, trudc nam 2004, hoat dong quang cao cua HUD hau nhu khong cd va neu cd chi la gidi thieu thong tin ve Tong cong ty va cac du an tdi nhung nguoi cd chuyen mon v£ quy hoach, xay dung va cac chuyen gia bat dong san ma chua hudng den nhom ngudi dong dao cd nhu cau mua nha o Tir cud'i nam 2005, hoat dong quang cao thuc chat mdi 104 duoc to chiic there hien nhtmg cung chua dua tren mot ke hoach va chuong trinh cu the Vi vay, giai doan tdi, HUD da xac dinh quan diem “chi phi ban hang va chi phi marketing la mot bo phan quan xay dung du an dSu tu” thi cung co nghia hoat dong quang cao can phai va se dupe td chuc bai ban, co ke hoach nham thuc day hoat dong tieu thu san pham nhanh chong hon De lam dupe dieu do, HUD can lam nhung viec cu the sau: + Thu nhat, HUD ma true tiep la Trung tam giao dich bat dong san can phai hinh mot bo phan co nhiem vu lap ke hoach cho hoat dong marketing co hoat dong quang cao + Thtr hai, xay dung ke hoach, chuong trinh quang cao can dam bao cac noi dung co ban va quan nhu: - Xac dinh ddi tuong tac dong: co nhieu nhom ddi tuong khach hang muc tieu khac dupe lua chon nen hoat dong marketing noi chung va hoat dong quang cao noi rieng phai dupe thiet ke tuong thich vdi mdi nhom ddi tuong khach hang Can luu y, cac nhom dupe xac dinh la ddi tuong tac dong cua quang cao cung chinh la cac nhom ddi tuong khac dupe xac dinh de tao lap san pham nha o tuong ling - Xac dinh noi dung (thong diep) cua chuong trinh quang cao: tir viec xac dinh ddi tuong quang cao, tuong ung vdi nd, can phai xac dinh noi dung cua chuong trinh quang cao - Xac dinh hinh thuc quang cao: sau xac dinh dinh ddi tuong va noi dung quang cao, budc tiep theo la xem xet va lua chon hinh thuc quang cao HUD can tiep tuc va day manh viec quang cao tren cac phuong tien truyein thong dai chung nhu ti vi (da cd nhung chuong trinh gidi thieu ve Tong cong ty va cac du an da va dang trien khai tren cac kenh VTV1, VTV3, VTV4, Ha Noi), mang internet, bao (An ninh, Thanh Nien) - Du tru kinh phi cho hoat dong quang cao 105 5.2 Nhanh chong hoan thien trang Web cua Tong cong ty Cung vdi cac hoat dong quang ba, gidi thieu khac, HUD dang nghien cdu xay dung trang Web phuc vu hoat dong ban hang Trang Web cho phep HUD gidi thieu cac thong tin ve Tdng cong ty, nhung du an dang trien khai san pham, tinh hinh ban va moi thong tin chi tiet khac den ddng dao ngudi cd nhu cau quan tam d va ngoai nudc Vi du, moi ngudi cd nhu cdu tim hieu thong tin cd the truy nhap vao trang Web de tim hieu vd du an Viet Hung de biet cac thong tin ve du an nhu vi tri, quy mo, muc ddng bo cua quy hoach, thuc te hoan thien, tinh hinh ban nha chung cu, biet thu, co cau can ho, dien tich, thiet bi duqc sir dung, gia ban, phuong thuc ban, nhung can da ban, can chua ban 5.3 Xay dirng vd day manh hoat dong ban hang cd nhan Hoat dong ban hang ca nhan cd vai tro to ldn viec ban nha b cua cac doanh nghiep kinh doanh nha d HUD can xay dung va day manh hoat dong ban hang ca nhan, cu the nhu sau: - Xay dung doi ngu ban hang ca nhan manh, am tuong ve nghiep vu ban hang, san pham nha d, thi trudng, dac diem tam ly khach hang Dac biet, can xSy dung doi ngu nhan vien ban hang luu dong, chu dong phat hien, tiep can thuyet phuc khach hang va thuc hien cac hoat dong v6 thu tuc ky hqp ddng Trong mo hinh to chuc cua BCRE tai Ha Noi cd bo tri 02 can bo ban hang true tiep la qua it va thuc te chua hoat dong nhu nhung nhan vien ban hang luu dong - Xay dung va hoan thien cac dieu kien vat chat cua ban hang ca nhan nhu: trang bi day du va hien dai cac tai lieu ban hang gom td roi, bang gia, mat bang thiet ke, thiet ke chi tiet can ho, tdng sd can ho, sd luqng da ban va nhung can lai, mau hqp ddng; trang bi cac phuong tien ky thuat gdm may chieu, md hinh, phong mSu, bang dien tu chi dan nhung can ho da ban; ddng phuc cho nhan vien ban hang, cardvisit 106 - Xay dung quy che va cac nguyen tac bat buoc doi vdi nhan vien ban hang ca nhan nhu: mac dong phuc, lich su va hoa nha vdi khach hang, tan tam, trung thuc, tinh than phuc vu khach hang cao 5.4 Chu quan he cong chung tao hinh anh va uy tin cho Tdng cong ty HUD can day manh hoat dong quan he cong chung nhu tham gia tich cuc hon nua vao cac chuong trinh xa hoi dac biet tren cac dia ban diem la Ha Noi va Ho Chi Minh, tai tro cho cac hoat dong van hoa xa hoi, cac dien dan va dac biet la cac chuong trinh co lien quan den linh vuc nha d, thi trudng nha d nham tao dung hon nua uy tin va hinh anh cho minh Vi du, HUD dang tai tro cho chuong trinh “Qua tang doc gia” cua Bao Tin chi6u - Ha Noi mdi, nghien cuu tai tro cho chuong trinh Phat trien thi cua Dai truyen hinh Viet Nam 5.5 Tham gia hieu qua cac trien lam, hoi cho HUD cung can tich cuc tham gia vao cac trien lam, hoi cho (dac biet la cac trien lam va hoi tro cua nganh Xay dung) duoc to chuc tai cac ldn Thong qua cac tai lieu ban hang ca nhan, an pham, mo hinh, can ho mau de dem dem thong tin ve Tong cong ty, ve cac du an va san pham nha d tai cac du an Vi du, thang nam 2006, HUD da tham gia triem lam Vietbuild tai Ha Noi vdi san pham la du an Viet Hung, sau hoi cho, thang nam 2006, so luong can ho ban tai du an Viet Hung tang vot dat 52 can cac thang trudc trung binh khoang 20 can Hoan thien hoat dong phan phoi Hoat dong phan phoi co vai tro to ldn ban hang, giup doanh nghiep tiep can va dua san pham den vdi khach hang muc tieu Hoat dong phan pho'i cua HUD can tap trung vao hoan thien hai van de sau: 6.1 Kenh ban hang Quyet dinh xac lap kenh phan phoi co anh hudng ldn tdi cac quyet dinh 107 ve mo hinh to chuc, dia diem ban hang, nhan su va chi phi cho hoat dong ban hang Hoat dong ban hang cua HUD tu trudc day cho tdi hien tai, van duoc to chuc theo kenh ban truc tiep Vdi viec lap Trung tam giao dich bat dong san BCRE, hoat dong ban san pham nha d cua cac du an cua HUD da duoc to churc lai theo hudng tap trung Day la su dieu chinh can thiet de dap ung doi hoi tu tinh hinh thi trudng Tuy nhien, kenh ban hang cua HUD c&n hoan thien hon nua, cu the tren hai van de sau: - Thu nhat, hoat dong ban san pham nha d tai tat ca cac du an duoc tap trung ve BCRE, trung tam ben canh viec to chUc ban hang tai van phong trung tam phai thie't lap cac to, doi ban hang de thuc hien ban san pham cua tung du an tai nhung noi thuan loi cho viec giao dich cua khach hang Cac cac du an gan ve mat dia ly - Thu hai, dieu kien phat trien cua thi trudng bat dong san nudc ta hien nay, moi gidi bat dong san trd mot hoat dong can thiet, duoc phap luat thua nhan va cang phat trien, HUD can nghien cuu thiet lap kenh ban san pham nha d thong qua moi gidi (cac cong ty moi gidi bat dong san) Kenh ban hang thong qua moi gidi cung vdi kenh ban hang truc tiep se giup cho HUD tiep can vdi khach hang de dang va hieu qua hon, giam chi phi giao dich va chi phi quang cao - Thu ba, cung vdi viec thiet lap cac kenh ban hang, HUD can hoan thien hoat dong quan ly kenh Trudc het, tien hanh xay dung kenh ban hang thong qua moi gidi, HUD can phan tich nhu cau ve viec su dung trung gian mdi gidi (tai thi trudng nao, do'i vdi san pham nao, so' luong trung gian), danh gia cac to chUc moi gidi ve moi mat tu quyet dinh lua chon trung gian Tiep theo, qua trinh van hanh cac kenh ban hang, can xay dung co che chinh sach de don doc cac kenh ban hang hoat dong tot nhat De lam duoc viec HUD can xay dung chinh sach khen thudng dong vien va ca nhung 108 bien phap ky luat, de doa thfch dang Doi vcri trung gian moi gidi, can lap mot bo phan ke hoach de’ phoi hop vdi kenh viec de muc tieu ban hang, soan thao va to chuc hoat dong quang cao, huan luyen nhan vien ban hang cho trung gian Cuoi cung, HUD phai dinh ky danh gia hoat dong cua kenh ban va cac bo phan kenh theo nhung chi tieu nhu hoan dinh murc tieu thu, xay dung hinh anh va uy tin cua HUD 6.2 Dia diem ban hang - Dia diem dat Trung tam giao dich Bat dong san: Trung tam giao dich Bat dong san duoc lap nhhm to chuc ban san pham nha o cua tat ca cac du an tap trung vao mot he thong thong nhat Hien tai, Trung tam dang duoc bo' trf tai toa nha van phong Tong cong ty kha chat hep De co the to chuc ban nhieu loai hinh san pham cua nhieu du an khac nhau, don tiep va giao dich vdi mot so' luong ldn khach hang mot cach thuan loi, HUD can to chuc xay dung van phong Trung tam BCRE khang trang, hien dai va khoa hoc, dac biet luu y tdi vi trf dat Trung tam Vi trf dat Trung tam BCRE nen d Ha Noi va pho' Ho Chi Minh, noi thuan loi ve giao thong va giao dich - Vi trf bo' trf cac co sd ban nha d: nha o co dac diem co dinh, cac du ‘ an (san pham) cua HUD lai d cac noi kha xa (tren toan quoc) va ngudi mua xem xet truc quan ve san pham nha o mot cach ky cang trudc quyet dinh mua, nen nha't thiet phai co cac co sd ban hang ben ngoai tru sd cua BCRE (d day duoc to chuc theo to, doi) Can cU vao he tho'ng to chuc hoat dong ban hang, HUD can phai xac dinh dia diem dat cac co sd ban hang cua minh, co the tai chfnh noi trien khai du an (ben canh tru sd cua cac BQL) hoac noi gan vdi du an va thuan loi cho viec giao dich vdi khach hang Hoan thien to chuc his thong ban nha d - Hoan thien mo hinh to chuc he thong ban nha d Thu nhat, nhanh chong hinh Trung tam giao dich bat dong san tai pho' Ho Chf Minh de to chuc hoat dong ban hang tai thi trudng phia 109 Nam Nhu da biet, thi trudng ba't dong san co nhung thay doi manh doi hoi cac doanh nghiep phai nhanh chong hoan thien to chuc hoat dong ban hang theo hudng chuyen nghiep HUD da lap Trung tam giao dich bat dong san BCRE tai Ha noi de to chuc hoat dong ban hang tai thi trudng mien Bac Nhung ket qua ban dau cua BCRE cho thay day la hudng di dung, phu hqp vdi tinh hinh mdi Do vay, de hoat dong ban san pham nha d cua minh, HUD can nhanh chong lap BCRE tai Hd Chi' Minh Day nhanh su van hanh va hoan thien hon nua ve to chuc cua BCRE Ha Noi va ca Hd Chi Minh duqc lap Vdi viec bo chuc nang ban hang tai cac BQL, xac dinh lai chuc nang cua phong Kinh doanh Tong cong ty va lap Trung tam giao dich Bat dong san BCRE, hoat dong kinh doanh cua HUD da duqc to chuc lai theo hudng tap trung, ddng bo va chuyen nghiep Tuy nhien, BCRE mdi duqc hinh Ha Noi va chuan bi duqc lap Hd Chi Minh nen chua hoan thien ve to chuc va nhan su, vay chua dap ung duqc cac chuc nang, nhiem vu va chua phat huy hieu qua von co cua minh HUD can day manh su van hanh cua BCRE de ben canh viec trien khai chuc nang ban nha d trung tam thuc hien tot • chuc nang tham muu cho cac quye't dinh cua ban lanh dao ve co hoi dau tu, thi trudng, san pham, gia ca, phan phoi va xuc tien Theo do, BCRE can duqc hoan thien hon nua ve to chuc, hinh mot bo phan (phong) chuc nang ve thi trudng dam nhan nhiem vu nghien cue moi trudng kinh doanh va thi trudng, phat hien co hoi va nguy co thi trudng lam co s6 tham muu cho Ban lanh dao cua HUD cac quyet dinh tam chien luqc - Kien toan nhan su cho he thong ban nha d Khi chuyen sang mo hinh to chuc hoat dong kinh doanh mdi, HUD da su dung doi ngu cua he thong kinh doanh cu duqc trien khai tai cac BQL cho Trung tam BCRE can cd tren nhu cau ban dau ve nhan su cua Trung tam Tuy nhien, vdi chuc nang va nhiem vu mdi, BCRE can co mot doi ngu can bo quan ly co trinh nghiep vu cao, giau kinh nghiem, dac biet chuc nang 110 nghien curu thi trudng de tham muu cho cac quyet dinh cua ban lanh dao HUD Do vay, HUD can soat lai to chuc hoat dong ban hang va viec bo tri nhan su, de co ke hoach tuyen mo, dao tao de xay dung doi ngu nhan su cua he thong ban hang Dao tao nhan vien ban hang chuyen nghiep De chuyen nghiep hoat dong ban hang, cung voi viec hoan thien to chuc hoat dong ban hang thi phai dao tao doi ngu nhan vien ban hang chuyen nghiep Doi ngu nhan vien ban hang chuyen nghiep co vai tro rat quan trong ban hang dac biet ban san pham nha d, mot san pham co gia tri ldn, qua trinh quyet dinh duoc xem xet ky cang voi nhieu yeu to phuc tap ve ky thuat, tam ly, van hoa HUD can thuc hien cac budc sau: 8.1 Phan tich va xac dinh yen cau doi voi nhan vien ban hang noi chung vd tung loai vhnv vien bhv Cdvg voi rieng Trudc het, HUD can phan tich chi tiet de xac dinh nhung yeu cau doi vdi nhan vien ban hang noi chung va turng loai nhan vien ban hang noi rieng theo hinh thuc ban hang va vi tri cong viec Thuc hien viec nay, HUD co the giao cho nhung ngudi phu trach (giam doc va cac trudng, phong chuc nang) cua BCRE, hoac thue mot don vi ben ngoai co nang luc va kinh nghiem xac dinh Nhin chung, nhan vien ban san pham nha d can co nang luc dap Ung cac yeu cau sau: - Am hieu ve san pham nha d cua du an: day la mot yeu cau rat quan doi vdi mot nhan vien ban hang cua doanh nghiep kinh doanh nha d San pham nha d co gia tri ldn, lai la ket qua cua mot hoat dong phuc tap co tinh chuyen mon cao, ngudi mua luon can nhac ky cang moi yeu to trudc quyet dinh mua Chinh vi the', doi hoi nhan vien ban hang phai hieu biet Ill khu vuc thi trudng de gidi thieu, tra ldi cac thac mac va thuyet phuc khach hang - Kha nang tiep can, giao tiep vdi khach hang: kha nang giup nhan vien ban hang gap va gay dung duoc moi quan he ban dau tot vdi khach hang, la co sd tot cho cac hoat dong tiep theo qua trinh thuyet phuc khach hang mua san pham nha d cua doanh nghiep Kha nang dac biet can doi vdi nhan vien ban hang truc tiep tai van phong va nhung nhan vien ban hang ben ngoai doanh nghiep - Kha nang lang nghe, phat hien nhu cau cua khach hang va phan doan tam ly khach hang: tao thuan loi cho viec xay dung long tin va moi quan he tot dep, nhan dang khach hang va chuan bi phuong an thuyet phuc khach hang mua san pham - Co kha nang lap cac bao cao ban hang nhanh: giup cho nha quan tri ban hang co the dua vao de quan ly hoat dong cua nhan vien, phat hien nhanh cac van de anh hudng den hoat dong ban hang va dua kip thdi cac bien phap dieu chinh 8.2 Ra soat lai lite luong ban hang hien tai ve kha nang dap ung - nhung yeu cau da duuc xlc dinh Tiep theo, HUD can to chuc soat lai luc luong ban hang hien tai cua minh, xem xet tung vi tri de co cau tra ldi ho da duoc trang bi nhung kien thuc va ky nang de’ dap ung nhung yeu cau hay chua Du cau tra ldi la the' nao, HUD cung can thie't phai co nhung hoat dong dao tao de tao dung mot luc luong ban hang chuyen nghiep, hien dai, thich ung nhanh nhay vdi su bien dong cua thi trudng 8.3 To chicc dao tao doi ngd ban hang phu hpn vtfi yeu cau chuyen nghiep Tu do, HUD xay dung cho minh mot ke hoach, chuong trinh dao tao chi tiet va co he tho'ng nham nang cao kha nang dap ung yeu cau cong viec cua 112 cac vi trf, tao dung luc luong ban hang chuyen nghiep cho minh Ke hoach, chuong trinh dao tao can xac dinh nhung van de chu yeu sau: - Noi dung dao tao: can cu nhu c£u dao tao de xac dinh noi dung dao tao Noi dung dao tao can tap trung vao: nhung nghiep vu ban hang cua nhan vien ban hang nhu hieu biet ve san pham nha o, tiep xuc giao tiep, phan doan tam ly khach hang, gidi thieu, dam phan, thuyet phuc khach hang, thuc hien ky ket hop dong, don doc khach hang; quan tri hoat dong ban hang; cac hoat dong hd tro ban hang nhu quang cao, xuc tien, tiep xuc cong chung, ban hang ca nhan; ke hoach hoa hoat dong ban hang; tai chfnh ke toan - Phuong thuc dao tao: dao tao ly thuyet, dao tao thuc hanh, tham khao va hoc tap cac doi thu canh tranh - Hinh thuc dao tao: can cu noi dung can dao tao, co the thuc hien dao tao noi bo, dao tao rong rai thong qua phoi hop hay thue cac trung tam dao tao ben ngoai hoac ket hop ca hai hinh thuc tren - Thdi gian dao tao: theo noi dung dao tao, lua chon hinh thuc dao tao va dieu kien cu the, co the lua chon thdi gian dao tao ngan han hoac dai han; hay ngoai gid lam viec - Dieu kien vat cha't va kinh phf dao tao: Tu ket qua cua viec xac dinh cac van de tren, du tru cac dieu kien ve trang thiet bi cho viec dao tao cung cac yeu to' vat chat khac, tu du tru kinh phf cho hoat dong dao tao - Tong ket, danh gia ket qua dao tao va rut kinh nghiem: sau cung, can danh gia ket qua dao tao thong qua ke't qua thu hoach duoc cua tung ca nhan sau khoa hoc va tren thuc te' su bien chuyen hieu qua cong viec Hoat dong tong ke't cung cho phep HUD rut cac kinh nghiem xay dung chuong trinh dao tao cho tuong lai 113 KET LEAN Nhu cau ve nha b la nhu cau co ban cua ngudi, dap ung nhu cdu nha d cho moi ngudi co y nghia to ldn den nen kinh te, chinh tri va xa hoi cua mdi quoc gia d nudc ta nhung nam gdn day, cung vdi su phat trien kinh te va qua trinh dd thi hoa manh me, nha d cho ngudi dan dang la van de buc xuc cd tinh thdi su cao Thi trudng nha d vi the da duoc hinh thanh, phat trien nhanh chong va dan hoan thien cung vdi thay ddi ve nhan thuc va sir hoan chinh cua he thong co che, chinh sach va luat phap duoc ban hanh Nhung khuyen khich cua nha nudc nham phat trien nha d phuc vu ddi song nhan dan khien so' luong doanh nghiep tham gia thi trudng ldn, dd cd nhung doanh nghiep cd tiem luc tai chinh va trinh quan ly manh, dac biet la nhung don vi den tir cac nudc cd thi trudng nha d phat trien khien canh tranh tren thi trudng nha d hien vo cung quyet liet, ddi hoi phai hoan thien chien luoc dau tu noi chung va hoat dong ban san pham nha d noi rieng de ddng vung va phat trien Tir nhung ket qua dat duoc thdi gian qua, Tong cong ty Dau tu phat trien nha va thi HUD - Bo Xay dung da khang dinh vi tri la ngudi tien phong linh vuc phat trien nha d va khu thi Trong tuong lai, HUD nd luc trd mot tap doan manh vdi nhieu linh vuc kinh doanh mdi nhu: vat lieu xay dung, du lich, khach san, to hop the thao, tham gia lien doanh tai cac du an phat trien tang dudi hinh thde BOT Tuy nhien, HUD van tap trung vao linh vuc phat trien nha d va khu thi, mot linh vuc ma HUD co the manh nham tiep tuc tri vi the cua ngudi tien phong Trudc tinh hinh thi trudng mdi, HUD can nhanh chong hoan thien hoat dong ban san pham nha d tai cac du an cua minh Trudc het, HUD can nghien cuu nhung noi dung co ban cua hoat dong ban san pham nha d cua doanh nghiep dau tu kinh doanh nha d nhu: nghien cuu thi trudng va cac nhan to tac dong den kha nang dau tu va ban san pham 114 nha d; xay dong ke hoach ban san pham nha d; to chirc thuc hien ke hoach ban; kiem tra, kiem soat va dieu chinh hoat dong ban va phan tich danh gia hieu qua hoat dong ban san pham nha d Ben canh do, HUD cung can nghien cuu cac nhan to' co ban anh hudng den hoat dong ban nha d gom cac nhan to khach quan nhu to'c va xu hudng phat trien cua nen kinh te, cung nha d, nhu cau va cau ve nha d, trang thai canh tranh tren thi trudng, gia ca, cac qui dinh ve luat phap cung cac yeu td khac; va cac nhan td chu quan nhu chien luqc phat trien cua doanh nghiep, tidm luc tai chfnh, cOng nghe xay lap, nang luc td chuc quan ly noi chung va hoat dong ban nha d noi rieng, ngudi, san pham nha d ma doanh nghiep lam ra, cac hoat dong marketing - mix va uy tin, hinh anh cua doanh nghiep Tiep theo, HUD can phan tfch thuc trang hoat dong ban san pham nha d tai cac du an cua minh de nhan cac mat duqc va han che hoat dong ban Hoat dong ban nha d cua HUD nhung nam qua cd nhung uu diem nhu: luon bam sat tinh hinh thi trudng, phat huy tot nhung nang luc, tranh thu nhung thuan lqi cua thi trudng, tiet kiem chi phi de nang cao hieu qua ban hang, kip thdi phat hien nhung bat hqp ly hoat dong ban thi trudng thay ddi va cd nhung dieu chinh chfnh xac Ben canh dd, hoat dong ban san pham nha d cua HUD cung nhung ton tai can khac phuc nhu: cong tac xay dung chien luqc kinh doanh chua dap ung duqc yeu cau mdi, marketing chua duqc quan tam, td chuc hoat dong ban hang chua phu hqp HUD cung can nghien cdu xu hudng van dong cua thi trudng nha d tai Viet Nam de thay duqc co hoi va thach thurc cho Tdng cong ty Thi trudng nha d nudc ta cd dung luqng hien tai va to'c phat trien cao tuong lai, nhung khuyen khfch cua nha nudc do'i vdi cac doanh nghiep dau tu phat trien nha d, thi trudng cang minh bach, nhidu phan doan thi trudng co tiem nang ldn chua duqc quan tam la co hoi cho HUD phat trien Ben canh do, tinh hinh canh tranh quyet liet, su tham gia cua nhung don vi manh de'n tu nudc ngoai la nhung thach thiic ddi hoi HUD phai cd chien luqc kinh doanh 115 dung d^n, hoan thien to chuc va hoan thien hoat dong tieu thu san pham nha o Ket hop vdi dinh hudng chien luoc cua HUD den nam 2010 la tiep tuc day manh phat trien cac khu thi mdi dong bo tai cac thi trudng la nhung ldn vdi san pham tam la can ho chung cu cao tang danh cho nhom do'i tuong khach hang muc tieu co thu nhap cao, kha va trung binh va thu nhap thap, HUD can xac lap dinh hudng noi dung hoan thien hoat dong ban nha o cho minh gom: hoan thien hoat dong ban san pham nha o la mot nhung nhiem vu cap bach, dinh hudng chien luoc dau tu la diem xuat phat to't cho hoat dong ban san pham nha o, quan diem dung ve san pham dau tu cua du an la co so quan quye't dinh den kha nang ban to't san pham nha o cua cac du an, he tho'ng ban hang chuyen nghiep la co so dac biet quan de to chuc to't hoat dong ban san pham nha ■ o va chi phi ban hang va chi phi marketing la mot bo phan quan xay dung du an dau tu Cuo'i cung, HUD can thuc hien nhung giai phap nham hoan thien hoat dong ban nha o cua cac du an cua minh, gom: Hoan thien chien luoc dau tu, can hoan thien ca'u truc to chUc, thuc hien quy trinh xay dung chien luoc, hoan thien chien luoc dau tu va lua chon nhom do'i tuong khach hang muc tieu; Hoan thien chien luoc marketing; Hoan thien san pham; Hoan thien gia ban san pham nha o; Hoan thien hoat dong xuc tien; Hoan thien hoat dong phan pho'i; Hoan thien to chuc hoat dong ban hang; va Dao tao nhan vien ban hang chuyen nghiep De tiep tuc la mot don vi manh, dan dau linh vuc phat trien nha o tai Viet Nam dieu kien thi trudng canh tranh quyet liet, HUD can dieu chinh va hoan thien nhieu mat cua hoat dong dau tu kinh doanh co hoat dong ban san pham nha o tai cac du an cua minh Vdi kha nang va kinh nghiem cua minh, ket hop vdi y chi cua ban lanh dao, HUD nhat dinh se tiep tuc giu vai tro la ngudi tien phong phat trien nha o nhu su mang duoc giao 116 DANH MUC TAI LIEU THAM KHAO James M Comer (2005), Quan tri ban hang, Nha xuat ban Tong hop Thanh Ho Chf Minh, Thanh Ho Chi Minh Philip Kotler, Quan tri marketing, Nha xuat ban Thong ke Le Xuan Ba, Tran Kim Chung (2005), “4 cap phat trien de lanh manh hoa thi truong bat dong san”, Tap chi Bat dong san, (so 07 05 - 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