Hoàn thiện phân phối sản phẩm thép xây dựng của công ty gang thép thái nguyên

3659 LV.ThS | DHKTQD mcdw DAI HOC KIMI TE QUOC DAN G3 NGUYEN THANH HAI DAI HOC KTQD TT THONG TIN TH If VIEN PHONG LUAN AN ■ TV LIEU HOAN THIEN PHAN PHOI SAN PHAM THEP XAY DUNG ■ ■ CUA CONG TY GANG THEP THAI NGUYEN Chuyen nganh: QTKD Thi/ang Mai LUAN VAN THAC ST QUAN TR| KINH DOANH NGl/dl Hl/dNG DAN KHOA HOC: PGS.TS NGUYEN THLfA LOC m JVAi - SBOO9 MUC LUC • • DANH MUC CHIT VIET TAT DANH MUC HINH, BANG BIEU MCI DAU CHUONG 1: NHLfNG VAN DE CO BAN VE PHAN PHOI SAN PHAM THEP XAY DVNG CUA DOANH NGHIEP r •> 1.1 Khai quat ve phan phoi san pham thep xay dung cua doanh nghiep a 1.1.1 Cac khai niem lien quan den phan phoi san pham .3 1.1.2 Dae diSm cua san pham thep xay dung 1.1.2.1 Khai niem va phan loai thep xay dung 1.1.2.2 Dae diem cua san pham thep xay dung 1.1.3 Vai tro cua phan phoi san pham thep xay dung r •> 1.2 Noi dung phan phoi san pham thep xay dung cua doanh nghiep 10 1.2.1 Xem xet noi dung phan phoi theo chuc nang 10 1.2.1.1 Dong van dong vat chat cua san pham thep xay dung 10 1.2.1.2 Dong van dong thong tin kenh phan phoi thep xay dung 16 1.2.1.3 Quan ly phan phoi 17 1.2.2 Xem xet noi dung phan phoi theo qua trinh 18 1.2.2.1 Nghien cuu thi truong thep xay dung va lap ke hoach phan phoi 18 1.2.2.2 To chuc va dieu khien qua trinh phan phoi hang hoa vat chat 19 1.2.2.3 Quan ly hoat dong cua kenh phan phoi 22 1.2.2.4 Dieu chinh he thong kenh phan phoi 33 1.3 Cac yeu to anh huong den phan phoi san pham thep xay dung cua doanh nghiep ; 33 1.3.1 Cac yeu to ben doanh nghiep 33 1.3.2 Cac yeu to ben ngoai doanh nghiep 35 CHUONG TH VC TRANG PHAN PHOI SAN PHAM THEP XAY DUNG CUA CONG TY GANG THEP THAI NGUYEN 41 2.1 Tong quan ve Cong ty Gang thep Thai Nguyen 41 2.1.1 Qua trinh hinh va phat trien cua Cong ty Gang thep Thai Nguyen 41 2.1.2 Ket qua san xuat kinh doanh cua Cong ty Gang thep Thai Nguyen .42 2.1.3 Co cau to chuc cua Cong ty Gang thep Thai Nguyen 45 2.1.4 Dac diem phan phoi thep xay dung cua Cong ty Gang thep Thai Nguyen 49 7 2.1.4.1 Dac diem san pham thep xay dung cua Cong ty 49 2.1.4.2 Dac diem he thong phan phoi thep xay dung cua Cong ty 50 2.1.4.3 Dac diem khach hang cua Cong ty 51 2.1.4.4 Dac diem pham vi thi truong 52 r 2.2 Thye trang phan phoi san pham thep xay dung cua Cong ty Gang thep Thai Nguyen 53 2.2.1 Mo hinh phan phoi thep xay dung cua Cong ty 53 2.2.2 Thue trang thi truong thep xay dung cua Cong ty 57 2.2.3 Thue trang to chuc va dieu khien qua trinh phan phoi hien vat 60 A r r r 2.2.3.1 Nguyen tac va phuong phap phan phoi, ty phan phoi thuc te gitra cac kenh 60 r 2.2.3.2 Thuc trang van chuyen hang hoa cac kenh phan phoi 67 2.2.3.3 Thuc trang du trtr he thong kenh phan phoi 69 2.2.4 Thuc trang quan ly cac vien kenh phan phoi .71 2.2.4.1 Chinh sach phan phoi cua Cong ty 71 2.2.4.2 Thuc trang kiem soat vien kenh phan phoi 72 2.3 Danh gia phan phoi san pham thep xay dung cua Cong ty Gang thep Thai Nguyen thoi gian qua 766 2.3.1 Nhung ket qua dat duqc va nguyen nhan 76 2.3.1.1 Uy tin ve thuong hieu, su danh gia cao cua nguoi tieu dung ve san r a pham va he thong phan phoi hien htru 76 2.3.1.2 Gang thep Thai Nguyen la don vi nhat Tong cong ty Thep 2.3.1.3 Dam bao phan phoi san pham can doi, hop ly giua cac kenh 77 2.3.2 Nhung ton tai va nguyen nhan 81 r r r 2.3.2.1 Co so vat chat cua he thong chi nhanh yeu, chua dam bao tinh on dinh 81 2.3.2.2 Kha nang that thoat qua trinh phan phoi a mure cao 81 2.3.2.3 Toe thu nhan phan hoi thong tin thi truong cham hon so vdi mot so doi thu canh tranh 82 2.3.2.4 S6 lugng ho tieu dung cong nghiep it, cac doi tac tieu thu chien luge hau nhu chua co 82 CH LONG 3: GIAIPHAP CO BAN HOAN THIEN PHAN PHOI SAN PHAM THEP XAY DUNG CUA CONG TY GANG THEP THAI NGUYEN 83 3.1 Phuong hudng va muc tieu phat trien cua Cong ty gang thep Thai Nguyen 83 3.1.1 Trien vong phat trien thi truong thep xay dung giai doan 2009 - 2020 83 3.1.1.1 Trien vong phat trien cua nganh thep Viet Nam 83 3.1.1.2 Cam ket cua Viet Nam mor rong thi truong doi vdi mat hang thep 84 3.1.1.3 Thi truong thep xay dung the gidi va nude giai doan 2009 - 2020.86 3.1.2 Cac muc tieu phat trien cua Cong ty Gang thep Thai Nguyen 89 a r 3.1.2.1 Muc tieu tang truong ve san lugng san xuat 89 3.1.2.2 Muc tieu vi the Cong ty 91 3.1.2.3 Muc tieu phan phoi cua Cong ty 92 r 3.2 Giai phap hoan thien phan phoi san pham thep xay dung cua Cong ty Gang thep Thai Nguyen 93 3.2.1 Xay dung chien luge thi truong hieu qua 93 3.2.2 Hoan thien dong van dong vat chat cua san pham thep xay dung 94 3.2.2.2 Phat trien hoat dong logistic cua Cong ty 94 3.2.2.3 Hoan thien kenh phan phoi, dam bao tinh hieu qua cua cac kenh 94 3.2.3 Hoan thien dong thong tin kenh phan phoi .98 3.2.3.1 Lua chgn nhtrng hinh thuc quang cao phu hgp, co hieu qua cao viec quang ba hinh anh san pham thep TISCO 98 3.2.3.2 Xue tien viec lap san giao dich dien tu thep 99 3.2.3.3 Nang cao chat lugng cong tac tin hgc 99 3.2.4 Hoan thien chinh sach phan phoi 100 3.2.4.1 Chinh sach tin dung 100 3.2.4.2 Chinh sach chiet khau canh tranh 100 r r 3.2.5 Giai quyet moi quan he lqi ich gitra cac vien kenh 100 3.2.6 Nang cao sure canh tranh cua san pham thep TISCO 102 3.2.7 Nhung chinh sach ho trq cua Chinh phu 104 KET LUAN 105 TAI LIEU THAM KHAO 107 DANH MVC CAC CHU’ VIET TAT BB Ban buon BL Ban le CP Co phan DNTN Doanh nghiep tu nhan KTTK va TC Ke toan thong ke va Tai chinh KT-SX Ky thuat - san xuat LCT Luyen can thep SC - XDCB Stra chua - xay dung co ban sx San xuat SXCN San xuat cong nghiep SXKD San xuat kinh doanh TCT Tong cong ty TD Tieu dung TISCO Cong ty Gang thep Thai Nguyen TNHH Trach nhiem hiru han VLXD Vat lieu xay dung VSC Tong cong ty thep Viet Nam WTO To chuc thuong mai the gidi DANH MUC HINH, BANG BIEU Hinh 1.1: NAM DONG CHAY CHINH TRONG KENH PHAN PHOI CUA MOT SAN PHAM CU THE Hinh 12: CAC YEU TO QUYET DINH GIA TRI GIA TANG DANH CHOKHACH HANG Hinh 1.3: HE THONG KENH PHAN PHOI THEP XAY DUNG 11 Hinh 1.4: ANH HUQNG CUA MOI TRUONG DEN PHAN PHOI 38 Hinh 2.1: BIEU DO TANG TRUING THEP CAN 44 Hinh 2.2: DOANH THU VA GIA VON HANG BAN TISCO 2005 - 2008 45 Hinh 2.3: SO DO CO CAU TO CHUC CONG TY GANG THEP THAI NGUYEN 46 Hinh 2.4: DANH MUC SAN PHAM CHINH CUA TISCO 49 Hinh 2.5: THI PHAN TIEU THU THEP XAY DUNG NAM 2007 52 Hinh 2.6: TINH HINH PHAN PHOI SAN PHAM CUA TISCO THEO DIA BAN GIAI DOAN 2005 - 2008 53 Hinh 2.7: SO DO MO HINH PHAN PHOI THEP XAY DUNG CUA TISCO 54 Hinh 2.8 : THI PHAN CUA TISCO VA CAC DOI THU CANH TRANH TAI THI TRUONG MIEN BAC GIAI DOAN 2005 - 2008 58 Hinh 2.9: BIEU DO TANG TRUONG CUA KENH CHI NHANH 63 Hinh 2.10: BIEU DO TANG TRUONG CUA KENH NHA PHAN PHOI 66 Hinh 2.11: BIEU DO TANG TRUING CUA KENH DAI LY .67 Hinh 3.1: DU* BAO TANG TRUONG NGANH THEP VIET NAM QUA CAC GIAI DOAN 84 Bang 2.1 : KET QUA SAN XUAT KINH DOANH GIAI DOAN 2000 - 2008 44 Bang 2.2: DANH SACH CAC CONG TY LIEN KET CO VON GOP CO PHAN CUA CONG TY GANG THEP THAI NGUYEN 47 Bang 2.3: DANH SACH CAC DON VI THANH VIEN HACH TO AN PHU THUOC TRUC THUOC CONG TY GANG THEP THAI NGUYEN 48 Bang 2.4: TY TRONG DONG GOP VAO TONG DOANH THU CUA CAC SAN PHAM 50 Bang 2.5: TIEU THU THEP XAY DUNG THEO DIA BAN CUA CONG TY GANG THEP THAI NGUYEN NAM 2008 .60 Bang 2.6: TINH HINH PHAN PHOI SAN PHAM QUA CAC KENH 62 Bang 2.7: KET QUA TIEU THU QUA KENH CHI NHANH GIAI DOAN 2000-2008 63 Bang 2.8: KET QUA TIEU THU CUA CAC CHI NHANH 2000 - 2008 64 Bang 2.9: KET QUA TIEU THU QUA KENH NHA PHAN PHOI 2005 - 2008 66 Bang 2.10: KET QUA TIEU THU QUA KENH DAI LY 2005 - 2008 67 Bang 2.11: GIA TRI TAI SAN CO DINH CUA TISCO 68 Bang 2.12: CONG SUAT DAY CHUYEN CAN THEP CUA CAC DON VI SAN XUAT THEP PHIA BAC 78 Bang 3.1 : CAC CHi TIEU CHU YEU GIAI DOAN DEN NAM 2020 CUA VIET NAM 87 Bang 3.2: NHU CAU TIEU THU THEP PHAN THEO CHUNG LOAI SAN PHAM 88 Bang 3.3 : KE HOACH NGUYEN VAT LIEU VA SAN PHAM 89 Bang 3.4: KE HOACH SAN XUAT THEO MAT HANG CUA TISCO 90 Bang 3.5: MOT SO CHI TIEU CHU YEU CUA TISCO DEN NAM 2011 91 Bang 3.6: KE HOACH TIEU THU THEO KENH PHAN PHOI 92 »AI HOC KIMI TE QUOC I>AA & LU NGUYEN THANH HAl HOAN THIEN PHAN PHO'l SAN PHAM THEP XAY DUNG ■ ■ CUA CONG TY GANG THEP THAI NGUYEN Chuyen nganh: QTKD Thtftfng Mai t6m tAt luan vAn thac sT ã ã JXa Ađ/ - 2009 94 thu ca khu vuc Cac chinh sach tieu thu d khu vuc can uu dai hon ve gia va linh hoat ve ca che de dam bao canh tranh 3.2.2 Hoan thien dong van dong vat chat cua san pham thep xay du*ng 3.2.2.2 Phat trien hoat dong logistic cua Cdng ty Xay dung trung tam logicstic thep va vat lieu xay dung: Cdng ty can phdi hop vdi Tdng cdng ty thep Viet Nam viec xay dung trung tam logistic (giao nhan, van tai) thep va vat lieu xay dung Du kien xay dung md hinh thi diem dat tai Due Giang (Ha Noi), tien tdi md them mot trung tam ntra d khu vuc phia Nam tai Ho Chi Minh Trung tam se quy tu cac nha san xuat thep va vat lieu xay dung, kha nang tap trung luong hang ldn, da dang ve quy each, chung loai; cd the bao gom ca cac dich vu gia cdng, hau can bao dam hang hoa den tan tay ngudi tieu dung cuoi cung Dau tu xay dung don vi van chuyen duong dai vdi nang luc du ldn, dap ung A f A cac yeu cau van chuyen: giao hang dung han, van chuyen tieu thu theo yeu cau khach hang, van chuydn nguyen vat lieu dau vao 7 r Dau tu kho bai tai cang bien, cang song phuc vu cdng tac van chuyen, ket hep kinh doanh dich vu 3.2.2.3 Hoan thien kenh phan phdi, dam bao tinh hi$u qua cua cac kenh > Phat trien kenh Chi nhanh Day la kenh phan phdi chinh can dam bao tieu thu tdi thieu 65% san luong tieu thu toan cdng ty, quan nhat la chi nhanh Ha Noi can chu tap trung nguon luc dd dau tu phat tridn; Duy tri hoat dong cua chi nhanh Quang Ninh tren co sd loi the ve dia ly va co sd vat chat hien cd; Thanh lap chi nhanh mien Trung tren ca sd sap nhap chi nhanh Thanh Hoa, chi nhanh Nghe An va chi nhanh AZ AZ Da Nang de tap trung dau mdi quan ly thuan lqi cho cdng tac dieu phdi thi trudng Z r Chu doi tuong khach hang cua chi nhanh, xay dung co chd cho chi nhanh chu dong quan he vdi khach hang, tung dieu kien, hoan canh cu thd de co cac chinh sach thich hop vdi tung doi tuong khach hang Doi tuong khach hang chinh la cac don vi true tiep thi cdng cdng trinh, cac don vi thuong mai kinh 95 doanh thep Nhiem vu chu yeu cua chi nhanh la quan ly dia ban tieu thu, phat trien khach hang ldn, van chuyen giao nhan hang va thu tien, han che ban le Ve md hinh chi nhanh: nen giam bdt so luong cua hang dd giam chi phi thue kho bai, tang cudng can bo quan ly dia ban, can bo tiep thi ban hang; Ddu tu hoac thue mua dat lau dai de xay dung tru sd cac chi nhanh (Ha Noi va Nghe An), diem giao dich ban hang tai cac dia ban diem Tai cac chi nhanh to chuc lap to thi trudng chuyen trach cong tac quang ba, tiep thi phat trien thi trudng; Giao cho can bo chuyen trach thuc hien cong tac tiep thi vao cac cong trinh ldn, nam bat nhu cau, kha nang va phuong phap tiep can Ddi vdi cac cong ty xay dung ldn, cac nha thau ldn, chu dau tu, can phan cong cu the can bo, cua hang chuyen trach khai thac thdng tin, tiep can ban hang Tap trung xay dung co sd tang kho bai on dinh, cung cd vi the chi nhanh: Mot la, chi nhanh Ha N$i: Do vi tri dac biet quan trong, can xay dung chi nhanh Ha Noi co sd chinh cho cac hoat dong ddi ngoai cua Cong ty, khang dinh hinh anh, vi the cua Cong ty ddng thdi tao dieu kien thuan loi giao dich Cong ty tham gia niem A A 9 yet cd phieu tren thi trudng chung khoan Vi vay can chuyen ddi, xay dung tru sd mdi d vi tri thuan loi hon, vdi quy md ldn hon Ben canh viec giam bdt sd luong cua hang tai Ha Noi, tdng sd khoang 12-15 cua hang, cd vi tri dia ly thuan loi, cd kha nang thue thdi gian dai hoac mua de xay dung co sd kinh doanh lau dai, xin cap hoac nhuqng quyen su dung dd xay dung cua hang ban thep lau dai tai Ha Noi (Bac song Hong mot hoac hai didm, Nam song Hong ba hoac bon diem) Xay dung va phat trien thi trudng cac tinh giap gianh vdi Ha Noi: lap cac td ban hang chuyen trach phu trach dia ban tung tinh giap gianh vdi Ha Noi, mdi tinh 01 td chuyen trach, cd nhiem vu phat trien thi trudng tieu thu ddn tung thi triin, thi tu; Xay dung dia diem kinh doanh lau dai (trung tarn phan phdi) tai cac tinh giap danh Ha Noi, mdi tinh it nhat mot vi tri thuan tien, dien tich tren 1.500m2, phuong an trien khai cd thd tu xay dung hoac lien doanh, lien ket xay dung dia diem kinh doanh 96 Duy tri va lap them to ban hang tai cac thi truong co kha nang tieu thu tot: Phu Tho, Lao Cai, Son La chuyen trach viec phat trien tieu thu tai dia ban \ ■> •> Cac to ban hang ngoai nhiem vu phat trien tieu thu tai dia ban can thuong xuyen dac biet la lam tot cong tac hau mai, cham soc khach hang, tranh thu su ung ho cua cac co quan dia phuong Hai la, chi nhanh Quang Ninh: Do loi the ve vi tri dia ly va co so vat chat san co, tien hanh dau tu xay dung r t r them kho bai de tap ket cac nguyen vat lieu nhap khau phuc vu san xuat cua Cong r r •> ty va tap ket hang hoa phuc vu xuat khau tai khu vuc cang Cai Lan Xay dung cua hang de kinh doanh lau dai tai cac khu vuc Uong Bi, Hon Gai, Cdm Pha Thanh lap to chuyen trach ban hang cho cac don vi true tiep su dung thep (cac mo, cac cong ty co khi, dong tau ) Thanh lap them cac to ban hang tai cac dia ban Lang Son, Hai Duong, Hai Phong dac trach tieu thu va phat tridn thi trudng tung khu vuc Ba la, chi nhanh Nghe An: Tap trung xay dung chi nhanh Nghe An trung tarn phan phoi tai khu vuc mien Trung; Mua hoac thue dat lau dai xay dung tru sd chi nhanh tai Thanh phd Vinh, xay dung mot so cua hang tai dia ban dat chi nhanh, d cac tinh khac lap to ban hang hoac van phong giao dich dac trach tieu thu va phat trien thi trudng tung khu vuc Mua dat xay dung dia didm kinh doanh dn dinh tai cac tinh Nam Dinh hoac Ninh Binh, Thanh Hoa, Quang Tri Bon la, Mo sit va can thep Tuyen Quang: tan dung loi the ve dia ly phat trien tieu thu d don vi mot co sd tuong duong vdi chi nhanh, phu trach tieu thu tai dia ban cac tinh vung nui phia Bac, ket hop tieu thu thep tu san xuat va thep san xuat tai Cong ty 97 > Phat trien kenh dai ly Tai cac dia phuong khong dat chi nhanh, Cong ty nen phat trien he thong dai ly uy nhiem ban hang theo gia quy dinh cua Cong ty, hudng hoa hdng theo san luong tieu thu Doi tuong thuc hien la cac khach hang ldn, co he thong tieu thu rieng hoac cac trung tam phan phdi ldn, cho dau mdi, sieu thi vat lieu xay dung tai cac dia phuong Dong thdi, Cdng ty cd thd thuc hien lien doanh, lien kdt vdi nha ddu tu tai d cac dia phuong thuc hien cac du an cho dau mdi kinh doanh thep, sieu thi vat lieu xay dung ldn de cung cap thep cho cac dau mdi theo phuong thuc giao hang dai ly nham phat trien tieu thu theo xu hudng tap trung hoa Doi vdi mot sd khach hang ldn tai cac tinh khong dat chi nhanh, co kha nang tieu thu tot co the phat trien dai ly uy quydn cua TISCO, thuc hien theo quy che dai ly cdng ty ban hanh Chi thuc hien hinh thuc vdi cac don vi dat san luong tieu thu binh quan tren 500 tan/thang, cd dam bao ve tai chinh va khong kinh doanh cac loai thep khac Du kien xay dung d mot sd dia ban trung tam vung sau: Mien Trung: Quang Binh hoac Quang Tri, Quang Ngai hoac Binh Dinh va khu vuc Tay Nguyen Mien Bac: Phu Tho, Lao Cai, Son La, Hai Duong, Nam Dinh hoac Thai Binh > Phat trien kenh nha phan phdi Muc tieu den nam 2010 tieu thu thep TISCO chiem 40% san luong tieu thu cua cac cdng ty kim (trir kim Thanh Ho Chi Minh) va 70% san luong tieu thu cua cac ho kinh doanh thep tai Thai Nguyen De dat duoc muc tieu do, Cdng ty can xay dung co che hop ly tren nguyen tac X z ’ binh dang vdi cac kenh phan phdi khac, lay hieu qua ban hang lam co sd de xay dung co che, chinh sach on dinh gan quyen loi lau dai cua khach hang vdi Cdng ty nham thu hut cac khach hang truyen thong nhu cac cdng ty kim khi, cac ho kinh doanh ldn, cac ho kinh doanh thep tai Thai Nguyen Day la cac ban hang da co tin cay cao, cd qua trinh hop tac lau dai, gan bo vdi Cdng ty, can thudng xuyen gap go, trao doi de xay dung co che chinh sach phu 98 hgp tren nguyen tic cung co lgi; Duy tri mdi quan he tot vdi cac don vi kinh doanh thep truyen thdng tai Thai Nguyen; Phat trien them cac nha phan phdi tai cac tinh > Phat trien cac ho tieu dung cong nghiep Nhin chung, day la ddi tugng khach hang kho tinh, nhung nhu cau tieu thu rat ldn (chiem tren 65% tong nhu cau) do rat nhieu nha san xuat, phan phdi quan tarn, muc canh tranh rat cao, vi vay de thu hut doi tugng khach hang can ket ' ' r r hgp nhieu chinh sach phan phdi, luu thdng, xay dung cac mdi lien ket lau dai, ddi tac chien luge Hien nay, nhom doi tugng khach hang thudng mua thep thdng qua cac don vi thuong mai trung gian, nhung xu the tuong lai gan viec lien ket vdi cac nha san xuat va cung ung dang dugc hinh de dam bao co dugc nguon cung dn dinh, chac chan ■ r ? De khuyen khich cac ho tieu dung cong nghiep, Cong ty nen xay dung cac ddi tac chien luge tieu thu thep ldn theo cac thoa thuan lien ket, giao hang ky han, vu a \ r dai ve thdi gian tra cham hoac cac uu dai khac phu hgp nham khuyen khich tieu thu cho ddi tugng nay; Ban cd phan cho cac cd ddng chien luge bao gom cac Tong cong ty xay dung ldn (Tong cong ty xay dung Ha Noi, Vinaconex, Lilama ) va cac tap doan san xuat cong nghiep ldn (EVN, Vinashin, Than va Khoang san ) 3.2.3 Hoan thien ddng thdng tin kenh phan phoi 3.2.3.1 Lira chQn nhung hinh thuc quang cao phu hgp, co hi|u qua cao viec quang ba hinh anh san pham thep TISCO Trang bi midn phi bien hieu cho he thdng khach hang cua chi nhanh (theo de nghi cua khach hang), dai ly, nha phan phdi Ho trg tai lieu an pham phuc vu cong tac ban hang cua khach hang nhu: Phieu ban le, tai lieu tieu chuan, ho so dau thau cong trinh Ho trg kinh phi nham tang cudng mdi quan he cua chi nhanh vdi cac co quan sd ban nganh dia phuong Tham gia hoi chg chuyen nganh tai mot sd dia ban dat chi nhanh: Ha Noi, Quang Ninh, Nghe An, Da Nang 99 Phat song quang cao tren truyen hinh dia phuong thuoc dia ban chi nhanh vao nhung thoi diem thich hop nhu: dip tet, nhung le Ion ; Neu ten cac nha phan phoi chinh thuc cua TISCO tai dia phuong Thuong xuyen gui cac an pham, tai lieu lien quan, thu tham hoi, chao hang toi cac cong trinh xay dung; Dat bien khang dinh nha cung cap vat lieu xay dung cho cong trinh; Ho tro mot phan trang bi bao ho lao dong cho cac cong trinh 3.2.3.2 Xuc tien viec lap san giao dich dien tir thep Xuc tien viec phat trien hinh thuc phan phoi thep xay dung moi la san giao dich dien tu thep nam 2009 nham tang cubng nang luc cho he thong phan phoi thep hien cua Tong Cong ty thep Viet Nam va don vi true thuoc la Cong ty Gang thep Thai Nguyen San giao dich dien tu thep la kenh thong tin mb, co hieu qua cao nhat ve chi phi va thoi gian giua nguoi ban va nguoi mua Ngubi ban va nguoi mua co the db dang thuc hien mua ban tren san thong qua he thong giao dich dien tu (internet, dien thoai ) San giao dich du kien duoc xay dung theo mo hinh cua san giao dich thep Thuong Hai dang hoat dong rat hieu qua Hien nay, san giao dich thep Thuong Hai la san giao dich tot nhat tai Trung Quoc vdi tong khoi luong giao dich moi len toi 600.000 tan Loi ich ldn nhat cua viec tribn khai du an la tao nguon thong tin mb, luon cap nhat, ro rang, minh bach cho moi doi tuong co nhu ciu Ben canh do, mo hinh cung se han che hinh thuc mua ban qua trung gian vi moi doi tuong deu co kha nang tiep can true tiep nguon hang 3.2.3.3 Nang cao chat luong cong tac tin hoc Xay dung he thong cong nghe thong tin tren toan Cong ty, dam bao he thong hoat dong bn dinh, phuc vu tot cac hoat dong san xuat kinh doanh, hb tro cac bo phan nghiep vu, quan tri ban hang tu xa, kip thoi dap ung cac yeu cau cua khach hang Can cu vao nguon thong tin, du lieu quan de lap, dieu chinh ke hoach hanh dong phu hop 100 Cung co he thong cap ban hang nhanh chong, thuan tien: cap ban hang theo ma vach, viet hoa don bang phan mem, dat hang va giao dich mua ban thong qua website cua cdng ty 3.2.4 Hoan thi$n chinh sach phan phdi 3.2.4.1 Chinh sach tin dung Khach hang ky quy duoc tra lai suat tuong duong voi lai vay ngan hang, duoc mua hang vdi gia uu dai tuong duong nhu khach hang co bao lanh ngan hang Doi vdi cac khach hang thudng xuyen, co san luong tieu thu tuong doi ldn, cd uy tin qua trinh hop tac kinh doanh duoc thuc hien mua cham tra bang tin chap; Cac doi tuong khac mua tra cham phai cd bao lanh ngan hang, ky quy, the chap tai don vi ban Md rong cac hinh thuc the chap bang tai san, bang hien vat, bang trai phieu, cd phieu, the tin dung Khach hang mua tra sau cd bao lanh toan duoc toan cham 100% gia tri sau 30 khong tinh lai, neu tra trudc han duoc tinh chiet khau toan theo lai suat ngan hang cung thdi diem Hang cap vao cdng trinh cd bao lanh toan duoc uu dai ve thdi han toan (du kien sau 45 ngay) 3.2.4.2 Chinh sach chiet khau canh tranh Cdng ty ap dung chiet khau theo san luong tieu thu hang thang, muc chidt khau dam bao cho khach hang bu dap chi phi ban hang va cd loi nhuan Xay dung khau cho mang ludi phan phdi rieng cho ho, dac biet chu y xay dung co che phu hop thu hut cac khach hang truyen thong tieu thu thep TISCO Muc chiet khau tdi thieu theo san luong mua khoang 1% gia tri hang hoa, muc tdi da khong qua 2% Ap dung cac co che, chinh sach rieng, uu dai doi vdi cac cdng trinh true tiep Ho tro van tai, tro gia cho nhung dia ban, khu vuc thi trudng xa, muc canh x r tranh cao hoac nham muc tieu chiem linh thi trudng 3.2.5 Giai quyet mdi quan he IqI ich giua cac vien kenh De dam bao loi ich gitra cac vien kenh, trudc tien Cdng ty can xay dung chinh sach gia linh hoat 101 Dinh gia kenh phan phoi thep xay dung cua Cong ty Gang thep Thai Nguyen co the duoc xem xet nhu la viec xac dinh nhieu phan tuong xung ma tung vien kenh nhan duoc muc gia ban cuoi cung, hay nhung nguai tham gia a nhung muc khac kenh muon mot phan cua muc gia ma nguai tieu dung cuoi cung chi tra du de trang trai chi phi va mang lai loi nhuan mong muon ' Cau true dinh gia cho viec xac dinh gia ban thep xay dung hien co the mo phong nhu sau: X Chi phi san xuat thep cua Cong ty (dong/tan) Xi Muc chiet khau Cong ty nhan duoc tu viec ban thep cho nha phan phoi X2 Muc chiet khau nha phan phoi nhan duoc tu viec ban thep cho tong dai ly X3 Muc chiet khau tong dai ly nhan duoc tir viec ban thep cho dai ly ban le X4 Muc chiet khau dai ly ban le nhan duoc tir viec ban thep cho nguai tieu dung / r \ r Gia ban cua nha san xuat cho nha phan phoi: (X+ XI) (dong/tan) Gia ban cua nha phan phoi cho tong dai ly (X + XI + X2) (dong/tan) Gia ban cua tong dai ly cho nguai ban le (X + XI + X2 + X3) (dong/tan) Gia ban cua dai ly ban le cho nguai tieu dung (X + XI + X2 + X3 + X4) (dong/tan) 102 Moi mot vien kenh chi ban san pham thep cua nha san xuat phan chiet khau tang them du trang trai chi phi cho viec du tru va ban hang cong mot phan loi nhuan Nhu vay, se khong du neu quyet dinh ve gia chi dua tren cac yeu to thi truong, chi phi san xuat va nhan to canh tranh kenh phan phdi Vi vay, nhiem vu cua ngubi quan ly kenh phan phoi la phai xay dung cac muc chiet khau XI, X2, X3, X4 d muc nao de tao dong luc thuc day cac vien tieu thu san pham, dong thbi tang muc lien ket giua cac vien kenh va toi thieu hoa cac xung dot Xay dung gia ban rieng theo vung tren co sb dam bao canh tranh; Gia ban cho cac cong trinh lbn tinh toan phu hop vbi tung cong trinh cu the Ap dung gia ky han cho cac hop dong dat hang lbn tren co sb dinh gia cho san luong tang them ngoai du kien Thuc hien dieu chinh gia ban don le cho nhung thi truong nhay cam ve gia, thi truong co muc canh tranh cao nhung thbi diem thi truong co bien dong d£ nham muc tieu chiem linh thi phan hoac phat trien mang ludi tieu thu Thuc hien ap dung gia ban theo cac phuong thuc toan ngay, gia ban toan cham co bao lanh, ky quy va ban tin chap Muc chenh lech gia du ldn de khuyen khich khach hang tra tien thu hoi von nhanh hoac thuc hien cac hinh ban toan duoc giam tru tu 1,2 den 1,5 lan so vdi lai suat ngan hang Gia ban cho doi tuong co bao lanh, ky quy giam trir bang 50 den 70% so vdi lai suat ngan hang Ngoai ra, can dam bao dap ung day du co cau chung loai thep, kha nang cung ung thuong xuyen va dung han cho tat ca cac vien kenh, nhat la nhung dot thep “sot gia” 3.2.6 Nang cao sire canh tranh cua san pham thep TISCO Nhu cau ve thep cua nen kinh te nude ta cang tang, tuong lai gan len tdi hang chuc trieu tan song cung ung lai thuong xuyen vuqt cau nen canh tranh 103 tren thi truong cang gay gat, dac biet la sat thep Trung Quoc co gia re va chat lugng chap nhan dugc tren thi truang hien Trudc het, muon canh tranh dugc chi co dubng chu dong ngubn phoi dd dam bao chat lugng va san lugng thep can, tir dam bao lugng cung cap va tieu thu qua cac kenh, cu the: Ma rong vung nguyen lieu, khai thac co hieu qua nguon nguyen lieu sin co nude: Tren ca sb quy hoach phat trien nganh thep, vdi lgi the ca ban ve nhiem vu va muc tieu cua to chuc, cac ca sd san xuat hien cd, tien hanh lira chgn ddi tac lien ket nham muc tieu tiep can cac nguon nguyen lieu mdi, phat tridn san xuat md tri lgi the canh tranh lau dai, tao nen rao can can thiet ddi vdi cac doanh nghiep mdi tham gia Cu the: lien ket, khai thac cac md quang sat khu vuc Tuyen Quang, Yen Bai; Dau tu tham do, xin cap phep khai thac tai Ha Giang; Md rong san xuat md Quaczit Phu Tho; Lien ket khai thac cac md quang sat nho khu vuc Thanh Hoa Tiep can cac md than ma khu vuc Hoa Binh, Ninh Binh, Lai Chau: Viet Nam gan nhu khdng cd than mb de luyen than coc cho luyen kim Khu Gang thep Thai Nguyen chi cd md than md nho, tru lugng than md cd the khai thac d vung Thai Nguyen chi khoang 3,6 trieu tan, khdng du cho cac lo cao nho cua Cong ty Gang thep Thai Nguyen su dung lau dai nen phai nhap them than coc cua Trung Qudc va gap khdng it kho khan vi chit lugng than coc nhap khau Cac lb cao xay ft r t dung sau nay, chac chan cung phai su dung than coc nhap khau Vi vay phai suy nghi ky luong den van de quyet dinh quy md san xuat lb cao Trung Quoc cung co chinh sach han che xuat khau than coc luyen kim vi san xuat than rat o nhiem Nhap than coc chinh pham cua Trung Qudc phai co su chap thuan cua Chinh phu nen khdng de dang Nhap than coc dia phuong cua Trung Qudc thi chat lugng lai xau, tieu hao than cho luyen gang rat cao, nen gia gang khdng tinh canh tranh Tiep tuc trien khai khai thac phan than canh chim mo Phan Me dd phuc vu nhu cau than md cho san xuat sau du an mb rong san xuat giai doan II hoan 104 Thu hai, thep TISCO phai co gia canh tranh Thep Trung Quoc luon co gia ha, phan vi chat luong chua cao, phan loi the quy mo, san xuat 16 loat ldn cho phep co duoc chi phi thap Dau tu cho san xuat thep doi hoi luong von ldn hon nhieu nganh san xuat khac vdi quy md cung loai Vi vay can doi mdi cong nghe, tang quy mo trudc hoi nhap (dam bao cong suat tu tdi trieu tdn/nam) nham hinh Tap doan thep manh san sang chd don nhung co hoi va thach thuc mdi 3.2.7 Nhung chinh sach ho tro' cua Chinh phu Vdi churc nang quan ly ve mat nha nude, co quan nha nude cac cap giu vai tro rat quan trong dinh hudng va thuc hien chien luge phat trien thi trudng thep xay dung Chinh phu can co cac giai phap de kich cau dau tu xay dung cac cong trinh co hieu qua kinh te de tang tieu thu thep Trong tinh hinh kho khan hien nay, viec lap mot quy binh on thep la dieu rat kho khan can den mot luong von ldn Do vay, Chinh phu can co chinh sach gian no, gian thue cho doanh nghiep de doanh nghiep tu san xuat phoi thep phai vay von ldn tu cac ngan hang Chinh phu xem xet ap dung cac giai phap hieu qua ma Indonexia da ap dung nham chong gian lan thuong mai nhu: Quy dinh ve viec tat ca thep nhap khau phai duoc tham tra bdi cac giam sat vien doc lap tai cac cang chat hang trudc duoc chuyen tdi nude nhap khau; cac nha san xuat va nhap khau thep phai dang ky vdi co z yr t quan quan ly de han che bdt cac dau mdi nhap khau thep; cac du an phai su dung thep nude Can co nhung quy dinh cu thd chi tiet doi vdi viec nhap khdu sit thep phd lieu vira bao dam an toan doi vdi mdi trudng vua tao thuan loi cho san xuat kinh doanh cua doanh nghiep 105 KET LUAN Ket qua cua luan van duoc khai quat qua cac noi dung sau: 1- Ngay nay, phan phoi khong chi thuc hien nhiem vu dua hang hoa tu nguoi san xuat den nguoi tieu dung ma co vai trd thuc day nhu cau quang ba san pham, thu thap thdng tin khach hang , tu tao ddng luc phat tridn cho hoat dong san xuat kinh doanh, nang cao tinh canh tranh tren thi trudng Mot he thdng phan phdi hieu qua se giup cho khach hang dupe thuan loi mua sam va lam tang doanh thu cung nhu loi nhuan cho cong ty Viec hoan thien phan phdi san pham cua doanh nghiep tren co sd van dung ly luan khoa hoc ve kinh te, quan ly kinh te phu hop vdi dieu kien thuc tien cua doanh nghiep la mot cong viec het sue kho khan, phuc tap nhung rat can thiet 2- Luan van da lam ro quan niem ve phan phdi va cac khai niem lien quan, phan tich dac diem cua san pham thep xay dung cung nhu nhung vai trd quan cua phan phdi thep xay dung; dua noi dung phan phdi thep xay dung cua doanh nghiep theo chuc nang va theo qua trinh; luan giai cac nhan to anh hudng den phan phdi san pham thep xay dung cua doanh nghiep 3- Thdng qua khao sat, phan tich toan bo noi dung phan phdi san pham thep xay dung cua Cong ty Gang thep Thai Nguyen tai thi trudng mien Bac tu nam 2005 den cho thay he thdng phan phdi hien huu cua Cong ty da dat duoc uy tin ve thuong hieu cung nhu su danh gia cao cua nguoi tieu dung; dam bao phan phdi san pham can doi, hop ly giua cac kenh Gang thep Thai Nguyen cung la don vi nhat Tdng cong ty Thep Viet Nam cd he thdng chi nhanh phan phdi den tan tay nguoi tieu dung Tuy nhien, qua viec phan tich phan phdi san pham thep xay dung cua Cong ty da cho thay he thdng phan phdi TISCO dang ap dung khong thuc su manh va mang •> t \ r tinh dn dinh lau dai, chua du co sd cho phat trien ben vung: Co sd vat chat cua be thdng chi nhanh yeu; kha nang that thoat qua trinh phan phdi d muc cao; 106 toe thu nhan phan hoi thong tin thi truong cham hon so vdi mot so doi thu canh tranh nhu DANI, VIS ; so luong ho tieu dung cong nghiep, cac doi tac tieu thu chien luge hau nhu chua co 4- Tren co sd xem xet trien vong phat trien thi trudng thep xay dung giai doan 2009 - 2020 cung nhu cac muc tieu phat tridn cua Cong ty Gang thep Thai Nguyen, luan van da de xuat he thdng bay giai phap co ban de hoan thien phan phdi san pham thep xay dung cua Cong ty thdi gian tdi Cac giai phap chu ydu di tir viec xay dung chien luge thi trudng hieu qua, hoan thien ddng van dong vat chat, ddng thdng tin cua san pham thep TISCO, hoan thien chinh sach phan phdi, giai quyet mdi quan he lgi ich giua cac vien kenh va nang cao sue canh tranh cua san pham thep TISCO, kern theo la nhung chinh sach hd trg tir phia Chinh Phu Dac biet luan van nhan manh den tinh ddng bo va kien quyet thuc hien he thdng giai phap tren 107 TAI LIEU THAM KHAO Ban thuong vu Dang uy (2003), Cdng ty Gang thep Thdi Nguyen 1959 - 2003 TS Truong Dinh Chien, PGS.TS Nguyen Van Thudng (1996), Quan ly kenh Marketing, NXB Thong ke, Ha Noi PGS TS Truong Dinh Chien (2008), Giao trinh Quan tri kenh phan phdi, NXB Dai hoc Kinh te quoc dan, Ha Noi Cong ty Gang thep Thai Nguyen (2007), Chidn lucre kinh doanh Cong ty Gang thep Thai Nguyen (2000 - 2007), Bao cao ket qua kinh doanh cac nam 2000-2007 GS.TS Dang Dinh Dao, GS.TS Hoang Due Than (2008), Giao trinh Kinh te thuexng mai, NXB Dai hoc Kinh te quoc dan, Ha Noi PGS.TS Tran Minh Dao (2008), Giao trinh Maketing can ban, NXB Dai hoc Kinh te quoc dan, Ha Noi Philip Koler (2003), Quan tri Marketing, NXB Thong ke, Ha Noi TS Nguyen Viet Lam (1999), Nghien cuu Marketing, NXB Giao due, Ha Noi 10 Th.S Nguyen Hoai Nam (2006), “He thong kenh phan phoi tai cac doanh nghiep san xuat thep xay dung Viet Nam”, Thuomg mai, (10), tr.16-17 11 Th.S Nguyen Hoai Nam (2006), “Su dung Marketing hon hop quan ly he thong phan phoi thep xay dung”, Thuomg Mai, (16), tr.7-8 12 Phong Nghien cuu - phan tich (2008), Nganh thep, Cong ty co phan chung khoan Wall, Ha Noi 13 PGS.TS Nguyen Xuan Quang (2005), Giao trinh Marketing thuomg mai, NXB Lao dong - Xa hoi, Ha Noi 14 PGS.TS Nguyen Xuan Quang, PGS.TS Nguyen Thira Loc (1999), Quan tri doanh nghiep thuong mai (danh choc cao hoc), NXB Thong ke, Ha Noi 15 Tap chi hoat dong khoa hoc (2001), Hien trang va tuomg lai cua nganh cdng nghiep thep Viet Nam, Ha Noi 16 Website Cong ty Gang thep Thai Nguyen: www.tisco.com.vn 108 17 Website Hiep hoi thep Viet Nam: www.vsa.com.vn 18 Website San giao dich thep Viet Nam: www.vinametal.com •> 19 Website Tong cong ty Thep Viet Nam: www.vsc.com.vn 20 Website Trung tarn thong tin thuong mai: www.vinanet.com.vn