Phát triển vận tải hàng hoá của hãng hàng không quốc gia việt nam đến năm 2010

2476 LV.ThS DHKTQD a e _ _ _ _ TRUONG DAI HOC KINH TE QUOC DAN .BDSD*t*Gac:a NGUYEN NGOC LONG PHAT TRIEN VAN TAI HANG HOA CUA HANG HANG KHONG QUOC GIA VIET NAM BEN NAM 2010 ■ Chuyen nganh: Quan tri kinh doanh thudng mai LUAN VAN THAC SY QUAN TRI KINHDOANH ■ Ngudi hudng dan khoa hoc: GS TS Hoang Durc Than HA NOI - 2007 *——~ - MUC LUC Danh muc cac chu- viet tat Danh muc mo htnh, so do, bang, bieu Tom tat luan van Ldl Md DAU CHUONG 1: LY LUAN CHUNG VE VAN TAI HANG HOA BANG DUONG HANG KHONG .4 1.1 Nhung van de co ban ve van tai hang hoa bang dudng hang khong 1.1.1 Sir can thiet va y nghla cua van tai hang hoa bang dudng hang khong 1.1.2 Dac diem cua van tai hang hoa bang dirbng hang khong 1.1.3 Xu hudng van tai hang hoa bang dudng hang khong tren the gidi 10 1.1.4 Nhung quy dinh quoc te ve van tdi hang hoa bang dudng hang khong 14 1.2 Noi dung hoat dong van tai hang boa cua Hang hang khong 21 1.2.1 Nghien cuu thi trudng van tai hang hoa bang duong hang khong 21 1.2.2 Xay dung chien lucre, ke hoach van tai hang hoa cua Hang hang khong .23 1.2.3 Nhung nhan to anh hudng den van tai hang hoa cac hang hang khdng.27 1.2.4 Huy dong cac nguon ltrc cua Hang hang khong cho van tai hang hoa 31 1.2.5 Thiet lap mang lu’di van chuyen va to chuc thirc hien van chuyen hang hoa cua hang hang khong 34 1.3 Kinh nghiem cua cac hang hang khong quoc te phat trien van tai hang hoa 35 1.3.1 Kinh nghiem cua hang hang khong Hoa Ky-Northwest Airlines (NW) 35 1.3.2 Kinh nghiem cua Hang hang khong Quoc gia Singapore- Singapore Airlines 39 1.3.3 Kinh nghiem cua hang hang khong Thai Lan- Thailan Airways 44 1.4.4 Bai hoc rut cho Hang hang khong Quoc gia Viet Nam 47 CHUONG 2: THl/C TRANG VAN TAI HANG HOA CUA HANG HANG KHONG QUOC GIA VIET NAM 48 2.1 Dac diem cua Hang hang khong quoc gia Viet nam 48 2.1.1 Qua trinh hinh va phat trien Hang hang khong quoc gia Viet nam ? 48 2.1.2 Cd cau to chuc quan ly va chirc nang nhiem vu cua Hang hang khong Quoc gia Viet Nam 48 2.1.3 Cac lmh vuc hoat dong kinh doanh cua Hang hang khong Quoc gia Viet Nam 54 2.1.4 Dac diem cac nguon lire cua Hang hang khong Quoc gia Viet Nam 54 2.1.5 Ket qua kinh doanh cua Hang hang khong Quoc gia Viet Nam 57 2.2 Phan tich thuc trang van tai hang hoa cua Hang hang khong quoc gia Viet Nam 59 2.2.1 Phan tich ket qua van tai hang hoa cua hang HKQGVN 59 2.2.2 Phan tich thuc trang hoat dong kinh doanh van tai hang hoa cua Hang hang khong quoc gia Viet Nam 76 2.3 Banli gia thuc trang van tai hang hoa Hang hang khong quoc gia Viet Nam 84 2.3.1 Danh gia nhung tuu 84 2.3.2 Danh gia kha nang canh tranh ' 85 2.3.3 Danh gia nhung han che va nguyen nhan 86 CHV0NG 3: PHUONG Hl/CJNG VA GIAI PHAP PHAT TRIEN VAN TAI HANG HOA CUA HANG HANG KHONG QUOC GIA VIET NAM DEN NAM 2010 90 3.1 Phuong hudng chien luge phat trien kinh doanh van tai hang hoa cua Hang hang khong quoc gia Viet Nam den nam 2010 90 3.1.1 Phan tich cac co hoi 90 3.1.2 Phan tich nhung thach thuc 93 3.1.3 Phuong hudng chien luge phat trien kinh doanh van tai hang hoa 96 3.2 Mot so giai phap nhdm phat trien van tai hang hoa cua Hang hang khong quoc gia Viet Nam den nam 2010 99 3.2.1 Hoan thien chien luge phat trien thi trudng hang hoa: 101 3.2.2 Van dung tot cac chinh sach Marketing hang hoa hang khong ( Cargo Marketing): 103 3.2.3 Giai phap nang cao hieu qua kinh doanh van tai hang hoa: 109 3.2.4 Phat trien va nang cap he thong thong tin van tai hang hoa (cargo community system - CCS): 110 3.2.5 Giai phap tang cirdng co so ttmg cho van tai hang hoa cua Hang hang khong Quoc gia Viet Nam 112 3.2.6 Giai phap lien ket vdi cac Hang hang khong khac 112 3.3 Kien nghi 113 3.3.1 Kien nghi vdi Tong cong ty hang khong Viet Nam 113 3.3.2 Kien nghi vdi chinh phu 113 KET LUAN 114 DANH MUC TAI LIEU THAM KHAO 115 DANH MUC CAC CHO VIET TAT CAC HANG HANG KHONG TREN THE GlOl VIET TAT CUMTt/TIENG VIET TIENG ANH AF Hang hang khong Phap Air France BR Hang hang khong Dai loan Eva Airlines CI Hang hang khong Trung Quoc Chine Airlines CX Hang hang khong Hong Kong Cathay Pacific CZ Hang hang khong Phuong Nam Trung Quoc China Southern Airlines JL Hang hang khong Nhat Ban Japan Airlines KE Hang hang khong Han Quoc Korian Air MH Hang hang khong Ma lay si a Malaysia Airlines OZ Hang hang khong cua Han Quoc Asiana Airlines Hang hang khong Xin ga po Singapore Airlines SU Hang hang khong lien bang Nga Aeroflot TG Hang hang khong Thai Lan Thai Airways Hang hang khong Quoc gia Viet Nam Vietnam Airlines SQ(SIA) VN(VNA) DANH MUC CAC CHO VIET TAT VIET TAT CUM TlTTIENG VIET HHKQGVN (VNA) Hang hang khong quoc gia Viet Nam ICAO To chiic hang khong dan dung quoc te IATA Hiep hoi van tai hang khong quoc te VPKVMB Van phong khu vuc khu vuc Mien bSc VPKVMN Van phong khu vuc khu vuc Mien Nam TCH Toan cau hoa HAN Thanh Ha Noi SGN Thanh Sai Gon DAD Thanh Da Nang TKM Tan ki Id met FREIGHTER May bay chuyen chd hang hoa WTO To chiic Thuong mai the gidi NCTS Cong ty phuc vu hang hoa Noi bai TCS Cong ty phuc vu hang hoa Tan Son Nhat TACT Cac quy dinh ve van chuyen hang hoa bang dudng khong DHL Cong ty chuyen phat nhanh cua My DANH MUC BANG BIEU Bang 1.1: Chung loai may bay cua hang hang khong NW 36 Bang 1.2:Tong thi trudng van chuyen hang hoa tir Viet Nam di den Singapore giai doan 2000 - 2003 nhu sau: 44 Bang 2.1: Quy mo va co cau sd him doi may bay giai doan 1997- 2010 55 Bang 2.2: So lieu ve tong doanh thu hang hoa 58 cua VietNam Airlines 58 Bang 2.3 Ket qua van chuyen hang hoa 60 giai doan 2001 - 2006 60 Bang 2.4: van chuyen hang hoa noi dia cua Vietnam Airlines tir nam 1999- 2006 62 Bang 2.5: Nang lire van tai hang noi dia tren 62 dudng bay HAN-DAD 62 Bang 2.6: Nang lire van tai hang noi dia tren dudng bay HAN-SGN-han 64 Bang 2.7: So sanh gia cube cac loai hinh van chuyen 66 Bang 2.8: Thi phan khai thac hang hoa di chau au 70 cua cac hang hang khong 70 Bang 2.9: san ltrqng hang hoa tren thi trudng cac hang hang khong quoc te khai thac nam 2005-2006 72 Bang 2.10: san luqng hang hoa tren thi trudng Vietnam Airlines khai thac nam 2005-2006 73 Bang 2.11: so sanh thi phan hang hoa di bdc my cua cac hang hang khong 74 Bang 2.12: Thi phan cua cac hang hang khong nam 2006 75 Bang 2.13: Thi phan khai thac hang hoa cua VNA tir 1999-2006 77 Bang 2.14: Ket qua van chuyen hang hoa cua Vietnam Airlines tir nam 2000- 2006 85 Bang 3.1 Ma tran SWOT kinh doanh van chuyen hang hoa Hang hang quoc gia Viet Nam (Swot Analysis) 99 Bang 3.2: Cac loai chi phi cho van chuyen hang hoa 105 Bang 3.3: Danh muc chi phi co the phai dieu chinh 109 DANH MUC HINH, S0 DO, DO THI Hinh 1.1: Mo hinh may bay dan dung 31 Hinh 1.2 : Khoang chila hang hoa, hanh ly cua may bay 33 Hinh 1.3: Mo hinh to chile kinh doanh van tai hang hoa 35 So 2.1: Kenh phan phoi cua Vietnam Airlines 78 So 2.2: Loai hinh phan phoi Vietnam airlines 78 So do3.4: So mang thong tin hang hoa cua VNA tirong lai (Cargo Community System - CCS) Ill Mo hinh 2.1: Mo hinh to chdc Hang hang khong Quoc gia Viet Nam 48 Mo hinh 2.2: So khai thac van chuyen hang hoa 49 Mo hinh 2.3: So to chile ban ke hoach va tiep thi hang hoa 50 Do thi 2.1: doanh thu hang hoa cua VietNam Airlines 58 Do thi 2.2: Chung loai hang hoa van tai noi dia 61 Do thi 2.3: Chung loai hang hoa quoc te tren cac chuyen bay cua Vietnam Airlines 68 Do thi 2.4: Thi phan hang hoa di chau au cua cac hang hang khong 70 Do thi 2.5: Thi phan hang hoa di bSc My cua cac hang hang khong 74 Do thi 2.6: Thi phan khai thac hang hoa quoc te cua Vietnam Airlines 77 Do thi 2.7: Thi phan khai thac hang hoa quoc te cua Vietnam Airlines 77 Do thi 2.8: Cac tracing hop bat thirdng van tai hang hoa cua VNA tir 2004-2006 88 Do thi 2.9: Cac trirong hop bat thtrbng van tai hang hoa tren cac tuyen bay cua VNA tir 2005, 2006 89 TRUING BAI HOC KINH TE QUOC DAN go NGUYEN NGOC LONG PHAT TRIEN VAN TAI HANG HOA CUA HANG HANG KHONG QUOC GIA VIET NAM DEN NAM 2010 ** /wr Chuyen nganh: Quan tri kinh doanh thudng mai TOM TAT LUAN VAN THAC SY • HA NOI - 2007 • 105 3.2.2 Van dung tot cac chinh sach Marketing hang hod hang khong ( Cargo Marketing): Trong nganh cong nghiep van tai hang hoa bang dudng hang khdng, marketing co vai trd xac nhan tat ca nhung cai g'l ma khach hang mong muon va noi nao co the cung cap dich vu vdi mot mire gia kinh te nhat cho hang hang khong va cho khach hang Tat ca cac chinh sach marketing deu thudng xuyen hudng viec phat huy tdi da nhung mat thuan loi van chuyen hang hoa b&ng dudng hang khdng cua cac hang hang khdng thuc hien tot chi tieu co ban sau: - Thdi gian (Time) - Tinh an toan (Safety) - Thong tin (Information) - Dich vu (Service) - Chat luong (Quanlity) Mol dieu rat quan trong qua trinh kinh doanh van tai hang hoa bang dudng hang khdng, phai tuan thu la cac qui dinh va cac dieu luat chung cua hiep hoi van tai hang khdng quoc te, cac nudc va cac khu vuc ma hang hoa duoc van chuyen di hoac den Viec ung dung tot cac budc cua marketing linh vuc se bao ve khach hang cua chung ta khdi bi nhung ton that dang tiec qua trinh gui va nhan hang hoa Trong dieu kien hoi nhap kinh te quo'c te, Tong Cong ty HKVN can loi dung cac nguon luc ben ngoai ve thi trudng, cong nghe, tai chinh de day manh dau tu phat trien, nang cao nang luc canh tranh, gop phan nang cao chat luqng dich vu va vuot qua cac nguy co ve canh tranh tren thi trudng van tai hang hoa noi rieng cung nhu loai tru dupe nguy co tang chi phi dau vao, tang doanh thu ve cho VNA - Chinh sach san pham Trong he thong Marketing hdn hop, chinh sach san pham dong vai tro chu dao, dong thdi nd cung dam bao hoat dong cd hieu qua cua cac chinh sach khac Lam tot chinh sach san pham chdc chdn se lam tang nhu cdu van chuyen hang hoa va phan bo' nhu cau mot each hop ly Vdi y nghia do, chinh sach san pham cua Hang hang khong quo'c gia Viet Nam cd the su dung cac dang sau: 106 - Da dang hoa cac san pham dich vu Hang hang khong quoc gia Viet Nam co the dua hang loat cac san pham dich vu khac vdi cac muc gia khac de dam bao thuan tien cho khach hang lua chon Cac loai san pham dich vu bao gdm: + Dich vu van chuyen th san bay xuat phat den san bay dich (Airport to Airport) + Dich vu van chuyen tdi tan nha (Door to door) + Dich vu van chuyen thu gom va phan phat hang hoa (consolidation) + Dich vu van chuyen tron goi (contract) - Chfnh sach san pham dich vu phan biet Bat ky mot doanh nghiep van tai nao cung can cd chfnh sach san pham dich vu phan biet nham dap ung nhung nhu cau rieng cua khach hang Viec dua chfnh sach san pham dich vu phan biet lam tang su lua chon cua khach hang va dong thdi cung nang cao uy tin san pham - dich vu cua doanh nghiep Doi vdi Hang hang khdng quoc gia Viet Nam nen dua chfnh sach san pham - dich vu phan biet doi vdi cac loai hang hoa cd yeu cau van chuyen dac biet - Chfnh sach gia Gia ca van tai va cac yeu to anh hudng den cau Gia ca van tai la bieu hien bang tien gia tri cua nd Trong dieu kien san xuat hang hoa gian don, hoat dong tu cua quy luat gia tri lam cho gia ca ve nguyen tac xoay quanh gia tri Trong dieu kien canh tranh tu gia ca len xuong quanh gia ca san xuat Canh tranh tir tren thi trudng van tai hang hoa hang khdng thudng bi anh hudng cua cac yeu to ben ngoai bdi cac hang doc quyen va su can thiep cua Chfnh phu Chi phi dich vu van tai hang hoa hoac gia ca cung phai duoc xem xet mot each tong hop, cd nghia la qua trinh san xuat gom gia ca cua tat ca cac dich vu chfnh, phu toan bo qua trinh kinh doanh van tai Viec tham gia vao bat ke cong doan nao cua qua trinh phuc vu van tai thi suy cho cung ngudi tieu thu cuoi cung phai chiu tat ca moi chi phf van tai Tang muc gia cudc van chuyen la tang doanh thu tren mdi don vi van chuyen (tan/km) nhung cung dong thdi la giam khoi luong van chuyen Nguqc lai, khoi luong van chuyen se tang giant gia cudc, keo theo giam doanh thu tren mot 107 don vi van chuyen Dieu chdng to rang he so co dan cua cau doi vdi gia cudc hang hoa tuong doi cao Do do, hoat dong theo co che thi trudng lay loi nhuan cao lam muc tieu thi VNA phai giai quyet xac dinh muc gia cudc toi uu tren co so muc cau thuc te Do cau doi vdi van tai hang hoa bang dudng hang khong thay doi theo mua vu, nen quan ly yeu cau ban hang hoa - TCTHKVN co su dieu chinh linh hoat ve gia cudc phu hop vdi thay doi nang dong cua thi trudng Didu dan den thuc te la muc gia cudc van chuyen hang hoa nhin chung khac nhieu so vdi muc gia can bang cung-cau Diem mau chot de giai quyet bat hop ly ve gia cudc tren thi trudng van tai hang hoa hang khong nudc la dung hoa su khac biet ve co che xac lap gia giua cac doanh nghiep van tai hang hoa tren cung thi trudng Nhin chung, cac hang hang khong tren the gidi kinh doanh van tai hang hoa xay dung duoc cac muc chi phi cho viec kinh doanh van tai hang hoa nhu sau: Bang 3.2: Cac loai chi phi cho van chuyen hang hoa CAC LOAI CHI PHI Chi phi phuc vu hang hoa (gom ca van chuyen) TY LE % 21 Chi phi quang cao ban hang Chi phi hoa hOng va bao hiem Chi phi khac Chi phi quan ly Phu phi xang dau can thiet cho viec van chuyen hang hoa 10 Tong cong 50 Nhu vay, cac hang hang khong co day du cac phuong tien may bay, ky thuat, kho bai, thi truong va to chuc tot cong tac kinh doanh van chuyen hang hoa thi loi nhuan thu duoc co the dat muc toi da la 50% Th gia cudc van chuyen hang hoa bang dudng hang khong xay dung vdi can cd nhu sau: - Quan he cung-cau tren thi trudng - Chi phi khai thac - Mat bang gia cudc cua cac loai hinh van tai cong cong khac - Phu hop vdi kha nang chi tra cua khach hang - Tan dung duoc toi da kha nang van chuyen cua may bay 108 Muc cudc phai duoc xay dung phu hop vdi thng dudng bay, gid bay va nhom mat hang Dieu tiet gia cudc van tai hang hoa nudc can di doi vdi kiem soat tai cung ung cua VNA, tranh tinh trang muon tri muc gia cudc cao ma cat giam tan suat bay de lam mat can bang cung-cdu mot cach gia tao, gay thiet cho khach hang Tren thi trudng van tai hang hoa quoc te, th bay gid can co cac chinh sach phap luat, cac dieu kien kinh te va ky thuat de tang cudng suc manh cua VNA ve chat luong dich vu, gia ca va marketing th tao san pham cuoi cung du suc canh tranh tren thi trudng quoc te Hien nay, cac hang hang khong ldn manh tren the gidi da thng budc chiem linh thi phan hang quoc te cua VNA lam cho thi ph£n hang hoa quoc te cua VNA giam (nhu phan tich d tren) ma nguyen nhan co ban la gia cudc cho hang di quoc te cua VNA chua linh hoat va co tinh canh tranh so vdi cac hang hang khong nudc ngoai Trong thdi gian trudc mat, VNA phai to chuc lai qui trinh xay dung gia va dua gia ban linh hoat nhat cho cac nhom khach hang, thng lo hang ldn de lam dam bao lap day tai hang hoa tren cac chuyen bay cua VNA Dieu co the giup cho VNA lay lai duoc thi phan ma minh da mat, thng budc tang loi nhuan cho hang - Phan tich chi phi, gia ca va san pham dich vu cua cac doi thu canh tranh Mac du nhu cau cua thi trudng co the quy dinh gia tran va chi phi van tai cua Hang thi quy dinh gia san Chi phi, gia ca cua doi thu canh tranh va nhung phan u'ng cua ho vin giup Hang xac dinh xem gia ca cua minh co the quy dinh d muc nao Can co su so sanh chi phi cua doi thu canh tranh vdi chi phi cua hang de tim cai loi va bat loi ve chi phi Mat khac Hang can biet duoc gia ca va chat luong cac san pham dich vu cua doi thu canh tranh de su dung no lam diem chuan cho viec dinh gia Neu chat luong san pham dich vu cua Hang tuong duong vdi chat luong, san pham dich vu cua doi thu canh tranh thi Hang nen dat gia sat vdi gia cua doi thu canh tranh Nguoc lai, neu chat luong san pham dich vu cua Hang thap, cao hon so vdi doi thu canh tranh, thi gia co the dat thap, cao hon so vdi doi thu canh tranh Tuy nhien, can phai luu y rang, cac do'i thu canh tranh co the thay doi gia cua ho de doi vdi gia cua Hang n z z z - Anh hudng cua cac yeu to khac Marketing - Mix den gia 109 Gia cuoi cung phai tinh den chat luong cua nhan hieu va viec quang cao lien quan den canh tranh Cac nha nghien cuu moi quan he da ket luan rang: + Nhung nhan hieu vdi chat luong trung binh nhung ngan sach quang cao tuong doi cao, co kha nang tinh gia cao + Nhung nhan hieu co chat luong tuong doi cao va dupe quang cao tuong doi nhieu da dat dupe gia cao nhat Hoac ngupc lai, nhung nhan hieu co chat luong thap va it quang cao chi ban dupe vdi gia thap nhat - Chinh sach dinh gia van chuyen hang hoa cua Hang Gia du kien phai nhat quan vdi cac chinh sach dinh gia cua Hang Muon vSy, VNA can lap phong lam gia cudc hang hoa de xay dung va giam sat chinh sach gia ca va dua nhung de xuat hoac thong qua cac quy dinh ve gia cho linh hoat va phu hop vdi tinh hinh thi trudng, nhu ctiu cua khach hang - Anh hudng cua gia doi vdi cac ben khac qua trinh kinh doanh Lanh dao cua Hang phai xem xet phan ung cua cac ben khac doi vdi gia du kien Nhung phan ung thuoc ve cac dai ly, tdng dai ly, cac co sd ban cua Hang va doi thu canh tranh - Chinh sach phan phoi Chinh sach phan phoi ban van tai hang hoa hang khong cd mot vi tri het Stic quan gop phan bo sung cho viec thuc hien tot chinh sach san pham V6 viec to chuc ban: Trudc mat thuc hien to chdc ban nhu hien nhung can thiet phai nang dong hon, thuyet phuc khach hang sir dung dich vu van chuyen hang hoa cua VNA hon tao dung uy tin va niem tin cho khach hang, tuong lai can phai md them cac diem ban khac nham tang su thuan tien va tang nhu cau van chuyen cua khach hang Hang hang khong quoc gia Viet Nam can tri cac hinh thuc ban tai truyen thong + Duy tri hoat dong ban thuoc sd huu cua Hang + Duy tri ban qua cac he thong dai ly Hang hang khdng quoc gia Viet Nam can tri va phat trien manh hon nua hoat dong ban tai cac dai ly va ngoai nudc * (3 nudc can cd su hd trp cho phong ban hang hoa ve cac thong tin, kinh nghiem giao dich, trinh nghiep vu, md rong cac phuong thuc ban hang mdi 110 * O nudc ngoai Hang hang khdng quoc gia Viet Nam phai tim each nam bat dupe tinh hinh hoat dong ciia cac dai ly, tong dai ly cua Hang de cd bien phap doi kip thdi va hieu qua co str thay doi bat thudng cua thi trudng To chuc cac cuoc tiep xue, cung co mdi quan he chat che vdi cac ban hang, ddi tac truyen thong - Chinh sach xue tien, khuyech truong Chinh sach xue tien khuyech truong la mot bo phan khdng the thieu dupe he thong Marketing - Mix nd hd tip cho chinh sach san pham, dich vu chinh sach gia va chinh sach phan phoi Chinh sach xue tien khuyech truong la cau noi giua ngudi mua va ngudi ban, lam cho khach hang biet dupe dich vu van chuyen hang hoa cua Hang, su dung nhieu dich vu hon, tao su thuan tien, hai long hon cho khach hang Tir trudc den nay, khach hang tai Viet Nam biet ve dich vu van tai hang hoa cua hang khdng rat han che Hang chu yeu quang cao tren cac phuong tien thong tin dai chung ve dich vu van tai hanh khach la chinh va ho cung suy nghi rang Hang chi don thuan cung ung dich vu van tai hanh khach va hang hoa di kern - dac biet doi vdi cong chung nudc Viec quang cao ddi vdi dich vu van tai hanh khach va hang hoa bang dudng hang khdng de cho cong chung nhan biet nen sir dung cong cu sau: + Quang cao tren truyen hinh radio ve hinh anh dich vu van tai hang khdng ciia Hang vdi noi dung don gian, dd hidu va gay an tuong cho khach hang + Quang cao tren cac bao, tap chi, tap chi chuyen nganh hang khdng de cong chung biet dupe Hang cung lam dich vu van tai hang khdng Thong diep can ngan gon, dd hieu gpi lai tarn tri ngudi xem Noi dung quang cao phai nhan manh nhung loi ich ma khach hang nhan dupe dupe chuyen chd bang phuong tien van lai hang khdng cua Hang nhu: an toan, toc do, bao quan hang hoa tot, cung cap nhieu dich vu cd chat lupng, thuan tien hon bat ky mot phuong thuc van tai nao Dong thdi can neu ro dia chi, sd dien thoai cho khach hang lien he, de khach hang giao dich va cd the tim hieu thong tin mua san pham - dich vu van tai hang hoa bang dudng hang khdng cua Viet Nam Airlines To chuc va tham gia cac trien lam thuong mai, hoi nghi khach hang To chuc gidi thieu cac dich vu mdi, cong nghe van chuyen mdi nham thu hut khach hang Ill Xay dung ke hoach ngan sach khuyen mai cho tirng thi trudng cu the Chi phi duoc xac dinh theo phan tram cua tong doanh thu van tai cua khu vuc thi trudng Khi da xac dinh duoc thi trudng muc tieu va nhung dac diem cua no thi ngudi truyen thong Marketing phai quyet dinh ve phan ung dap lai mong muon cua cong chung Phan ling dap lai cuoi cung la mua va hai long sau mua cac dich vu van tai hang hoa cua VNA 3.2.3 Gidi phap nang cao hieu qua kinh doanh van tdi hang hoa: Day la giai phat rat kho nhung giai doan hien VNA bat buoc phai ap dung tot de cd the giam gia cudc mang lai loi ich cho khach hang nhu cac hang hang khong quo'c te da va dang ap dung Day la giai phap nam chien luqc doi mdi nang cao hieu qua kinh doanh cua hang cho phat trien Cac danh muc chi phi cd the duoc xem xet qua trlnh kinh doanh van tai hang hoa cua VNA Bang 3.3: Danh muc chi phi co the phai dieu chinh DIEU CHiNH SO STT DANH MUC CHI PHI Vdi HIEN TAI Chi phi phuc vu hang hoa (gom ca van chuyen) Cat giam Chi phi quan ly Cat giam Chi phi boi thudng, den bu Cat giam Chi phi khac Cat giam Chi phi lien lac Cat giam Chi phi dao tao nudc ngoai Cat giam Chi phi hoa hong va bao hiem Chi phi quang cao ban hang Giu nguyen Tang len Tiet kiem, cung khdng dong nghia giam chat luqng dich vu ma nguqc lai chung ta phai tim each nang cao muc an toan va dich vu lay duoc long tin va tang uy tin cho Vietnam Airlines De tang hieu qua khai thac qua trinh kinh doanh van tai hang hoa, VNA can phai to chiic lai he thong nhan su cho phu hop vdi hoan canh kinh te hien nay, 112 cung vdi chinh sach “Md cira bau trdi” bat buoc VNA phai phat huy het kha nang, nang cao nang lire canh tranh 3.2.4 Phat trien va nang cap he thong thong tin van tdi hang hod (cargo community system — CCS): Day la mot nam chi tieu chinh kinh doanh van tai hang hoa bang dudng hang khong, chi tieu rat quan trong qua trinh hoan thien va phat trien chat luong dich vu van tai hang hoa cua VNA Hien nay, hoat dong cua he thong mang thong tin, cac thiet bi may moc trang bi cho qua trinh dieu hanh dat giu chd hang hoa va kiem soat hanh trinh hang hoa cua VNA dang bi lac hau va xuong cap Qua trinh van hanh va cap nhat thong tin ve hang hoa tren toan mang d mot so thi trudng nudc va quoc te yeu kern, khong chinh xac kip thdi so vdi thuc te cua hang hoa tren cac chuyen bay cua VN Didu lam qua trinh phan hoi thong tin hang hoa cung cap cho khach hang cua VNA khong chuyen nghiep, khdng on dinh, lam cho khach hang chua duoc hai long Kh^c phuc tinh trang tren thdi gian tdi VNA can phai gia soat lai toan bo he thong quan ly hang hoa (Sita Cargo) va dua cac qui dinh lam viec vdi he thong cung vdi cac che tai xu ly kern theo doi vdi cac nhan vien lam viec khdng cd trach nhiem Cac bo phan lam viec true tiep tren mang ban va cac dau san bay cua VNA phai tri hoat dong tot 24/24, tang cudng cong tac kiem tra, kiem soat tinh hinh hoat dong cua mang thong tin hang hoa tren toan tuyen dudng bay Han che loi da ldi he thong xay ldi cua ngudi gay len, khac phuc kip thdi cac va dua cac bien phap xu ly mang thong tin bi gian doan, khdng on dinh Thiet lap mot mang ludi thong tin ve hang hoa thong suot, tao dieu kien cho khach hang cd nhu cau theo doi hanh trinh van chuyen hang hoa cua ho tren tuyen dudng bay theo nhu nhung cam ket hinh trinh cua lo hang da duoc xac dinh trudc giua nha van chuyen va ngudi gui hang Khac vdi van chuyen hanh khach, dac thu van tai hang hoa bang dudng hang khdng la khach hang phai bo them nhieu tien hon de mua dich vu phuc vu, van chuyen hang hoa nhanh chong mot khoang thdi gian dinh trudc vdi mot quang dudng dai xac dinh Neu nhu qua trinh van chuyen khdng dung nhu nhung gi ma hang da cam ket, hop dong trudc vdi khach hang va khach hang cung khdng nhan duoc bat ky cac thong tin phan hdi vd 113 su cham chd that lac hay hu hong den hang hoa tai san ciia khach hang thi coi nhu khach hang da bi mat mat va anh hudng rat ldn den uy tin, chat luong dich vu ciia VNA Do Vietnam Airlines phai xay dung tot mang ludi thong tin lien lac qua trinh van tai hang hoa ciia minh So dd3.4: So mang thong tin hang hoa cua VNA tuong lai (Cargo Community System - CCS) Nguon: Cargo Marketing, Aviation Training and Development Institute,(2002) Ve giai phap he thong trudc mat Hang hang khdng Quoc gia Viet Nam can xay dung cac he thong thong tin khac song song vdi he thong Sita Cargo va Sita Text dang su dung nham hd tro them thong tin cho khach hang Xay dung va phat trien cac ling dung mdi cua he thong nhu vao gia cudc hang hoa, vao chi tiet hang hoa cua ciia lo hang gom di Quoc te cho cac dai ly va cong ty giao nhan 114 Xay dung Website ve hang hoa cua Vietnam Airlines va lap ke hoach cho viec hoi nhap vdi mang chuyen ve hang hoa cua Quoc te (CARGO ONLINE E- FREIGHT) 3.2.5 Gidi phap tang curing co so tang cho van tdi hang hod cua Hang hang khdng Quo'c gia Viet Nam Muon cho nganh van chuyen hang hoa b(mg dudng hang khong cua Vietnam Airlines phat trien tuong lai thi bat buoc chung ta phai dau tu nguon von vao dd mua sap phuong lien van chuyen chuyen nghiep Chi VNA mdi thuc su cd the cd du kha nang tham gia toan dien vao thi trudng hang hoa nganh cong mdi me Linh vuc kinh doanh van tai hang hoa bang dudng hang khdng cung ddi hoi phai vuot qua rao can nhap thi trudng rat ldn, nhung vdi nhung loi the ve dia ly cua Viet Nam va su hd tret dat luc tir phfa nha nudc cung vdi cac ddi tac kinh te ldn manh tren the gidi thi viec nganh cong nghiep van tai hang hoa hang khdng phat trien tuong lai la dieu kha thi Tren thuc te cac hang hang khdng nudc ngoai da dung may bay chuyen chd hang hoa - Freighter vao khai thac hang hoa tren thi trudng Viet Nam va ket qua la thi phdn hang hoa cua VNA bi anh hudng rat ldn va it cd cd hoi canh tranh duoc vdi loai may bay ve kha nang chuyen chd hang hoa cua nd Tuy nhien, vdi nang luc nhu hien cua Hang hang khdng Quoc gia Viet Nam viec mua may bay chuyen dung chd hang hoa la kho cd the thuc hien duoc nhung nam tdi vi nhung ly kinh te, nhung de khdng bi mat thi phfln va cac co hoi kinh doanh ve van tai hang hoa nhu hien tai thi trudng Viet Nam thi Vietnam Airlines cd th£ su dung giai phap sau 3.2.6 Gidi phap lien ket voi cac Hang hang khdng khac Hang hang khdng Quoc gia Viet Nam la mot Hang hang khdng non tre hoat dong chu yeu linh vuc van tai hang khach linh vuc kinh doanh van tai hang hoa mdi duoc quan tam nhung nam gan day Nhung toe phat trien cua thi trudng hang hoa tai Viet Nam tang trudng qua nhanh (23%) so vdi toe trung binh tren the gidi (5%) Thi trudng tang trudng nhanh di kem theo su kem on dinh cua thi trudng la qui luat thudng thay, luqng hang hoa xuat nhap khau lai cd chieu hudng phan bo khdng dong deu tai cac thi trudng ma mang dudng bay cua Vietnam Airlines khai thac Tren thuc te, nhan thay dieu rat rd ret la cac chuyen bay di Chau au cd luqng hanh khach di rat dong va luqng hang hoa den thi trudng cung rat ldn, van de la d chd cac chuyen bay day khach va hanh ly thi hang hoa se bi cat tai 115 hoac cat lai la thudng xuyen xay va luqng hang duoc chuyen di thi vdi khoi luong khong nhieu din den viec mat khach hang Giai quyet duoc nhung ton tai tren hien thi Vietnam Airlines nen lap phuong an va tim ddi tac la cac Hang hang khong tren the gidi de cung khai thac kinh doanh van tai hang hoa bang dudng hang khong tai Viet Nam, khu vuc va tren the gidi vdi phuong an tan dung tdi da nhung the manh rieng cd Vietnam Airlines, sue manh ve phuong tien van tai hang hoa va kinh nghiem cua ddi tac de cung chia se cac co hoi kinh doanh 3.3 Kien nghi 3.3.1 Kien nghi vdi Tong cong ty hang khdng Viet Nam Thi trudng hang hoa van chuyen bang dudng hang khdng hien tai Viet Nam va cac nudc khuc Chau a Thai Binh Duong cd sue tang trudng rat manh, de tang doanh thu va lqi nhuan cho Tong cong ty hang khdng Viet Nam, tren co sd nghien cuu kien nghi tdi Tong cong ty hang khdng Viet Nam cung can phai xem xet lai hieu qua cua viec kinh doanh van tai hang hoa va nhung dong gop cua nganh van tai hang hoa cho cong cudc phat trien cua nganh hang khdng, phat trien dat nudc de tir xay dung va trien khai cac du an lien quan den viec dau tu xay dung co sd tang kho bai cung nhu dau tu nguon von cho trang thiet bi may moc , may bay chd hang tuong lai phuc vu viec phat trien nganh van tai hang hoa hang khdng dap ling duqc toc tang trudng cua thi trudng Mat khac, TCT cung phai tim cac ddi tac nudc ngoai de ky ket cac hop dong lien doanh lien ket kinh doanh linh vuc van tai hang hoa 3.3.2 Kien nghi vdi chinh phu Cung nhu kinh doanh van tai hanh khach, ddi hoi cac chinh phu phai dau tu va hd trq nguon von rat ldn viec mua sip may bay de phuc vu cho hoat dong kinh doanh cua Hang hang khdng quoc gia Viet Nam Trong linh vuc kinh doanh van tai hang hoa hang khdng cung la mot nganh cong nghiep mdi diy trien vong va la xu the tat yeu cua the gidi Nganh kinh doanh van tai hang khdng se cd nhung lqi the vuot troi so vdi cac loai hinh van tai khac va nd hua hen se dem ve mot khoan lqi nhuan khdng nho cho dat nudc cung nhu cho Hang hang khdng Viet Nam tuong lai Kien nghi vdi chinh Phu Viet Nam la mot vai nam tdi se tao duqc nguon von ldn va cac chinh sach hd trq cung nhu chinh sach bao trq cung hanh lang phap ly cho nganh cong nghiep van chuyen hang hoa bang dudng hang khdng ciia Viet Nam phat trien manh tuong lai 116 KET LUAN Voi muc xuat khau tang trudng 22% mot nam, Viet Nam thuc su la mot thi trudng trien vong cho nganh cong nghiep van tai hang hoa b^ng dudng hang khdng Thong ke va sd lieu phan tich d chuyen de cho thay khoang thdi gian tir 2001 - 2006, luong van chuyen hang hoa bang dudng khdng co su tang trudng ro ret Chi rieng Vietnam Airlines (VNA) vdi 49 nghin tan cua nam 2001 dat doanh thu 708 ty dong den 2006 len den 107 nghin tan vdi doanh thu gan 1.800 ty dong, chiem gan 10% doanh so cua Hang Nhu vay nam nam, luong van chuyen hang hoa tang hon hai lan va doanh thu tang ba lan Tuy la so khiem ton so vdi cac Hang khac nhung la budc dau tien vuot bac cua VNA, bdi trudc 2000, mdi nam hang van chuyen khdng qua vai chuc nghin tan Trong do, du phai canh tranh vdi dudng sat va dudng bo nhung luong hang noi dia vfin tang deu Tu 27 nghin tan cua nam 2001 len 32 nghin tan vao nam 2002 va 45 nghin tan cho nam 2006 De khai thac thi trudng tiem nang nay, chuyen dd da phan tich cu the nhieu hang chuyen van tai hang hoa bang dudng khong da md dudng bay den Viet Nam, cd nhung ten tuoi nhu Korea Air - nha van chuyen hang hoa hang dau the gidi vdi 19 may bay chuyen chd hang hoa BOEING B747F, Hang hang khdng trung Quoc - China Airlines Cargo la Hang dung thu 10 ve van tia hang hoa vdi nhung chuyen bay theo lich trinh dinh san Cung vdi dd la su hien dien cac anh tai tren linh vuc chuyen phat nhanh nhu FedEx, TNT DHL, UPS khie'n cho thi trudng them soi dong Tuy nhien, chung ta thay day van d giai doan dau cua su phat trien van tai hang hoa bang dudng hang khong( Air Cargo) d Viet Nam Theo nhan dinh cua tac gia thi trudng hang hoa van chuyen bang dudng khong d Viet Nam se tang trudng nhanh nhat so vdi cac phuong tien van chuyen khac bdi cac nha dau tu dang muon bien Viet Nam trung tarn san xuat cua the gidi sau Trung Quoc, bang dudng hang khdng dang ke cua khu vuc” Chuyen de cung dua cac giai phap cu the de han che tdi da nhung ton tai, nhung kho khan ma Hang hang khdng Quoc gia Viet Nam dang gap phai qua trinh to chuc quan ly, kinh doanh van tai hang hoa cua Hang Xac dinh ro tinh hinh phat trien cua thi trudng van tai hang hoa tai Viet Nam, day la thdi co, co hoi ldn cho Hang hang khdng Quoc gia Viet Nam tap trung cac nguon luc, thiet lap cac mdi quan he vdi cac doi tac nudc ngoai cung hop tac kinh doanh van tai hang hoa tai Viet Nam tuong lai 117 DANH MUC TAI LIEU THAM KHAO Tieng Viet Dinh Am (2007), Vietnam Airlines xay dung mot chien lupc lan dai de phat trien hen viing, Tap chi Hang khdng, Tr.08-10, thang 02 nam 2007 Vo Huy Ctrdng (2007), Thi trudng van tdi Hang khdng Viet Nam, Tap chi hang khdng Viet Nam, Tr 26 - 27, thang 02 nam 2007 GS.TS Dang Dinh Dao- GS.TS Hoang Due Than, Giao trinh Kinh td thuong mai - Truong Dai hoc Kinh te quoc dan GS.TS Dang Dinh Dao, Giao trinh Thuong mai doanh nghiep - Trudng Dai hoc Kinh te quoc dan PGS- TS Tran Minh Dao, Giao trinh Marketing can ban - Trudng Dai hoc Kinh te Quoc dan PGS.TS Nguyen Thanh Do- TS Nguyen Ngoc Huyen, Giao trinh Chien liro'c kinh doanh va phat trien doanh nghiep - Trudng Dai hoc Kinh te quoc dan PGS.TS Hoang Minh Dudng - PGS.TS Nguyen Thua Loc, Giao trinh Quan tri doanh nghiep thuong mai - Trudng Dai hoc Kinh te Quoc dan Cue Hang khdng dan dung Viet Nam, Thi trudng van tdi hang khdng va chien lucre phat trien nganh van tdi Hang khdng Viet Nam den nam 2010 Cong udc Vacsava 1929, Cac cong udc quoc te vd van tai va hang hai, NXB, Giao thong van tdi (2001) 10 Hang hang khong Quoc gia Viet Nam, Ban Hang hoa, Bao cao san luong van chuyen hang hod (2000-2006) 118 11 Hang hang khong Quoc gia Viet Nam Ban Hang hoa, Bao cao dieu Ira thi trudng cua Phong tiep thi hang hod (2001-2006) 12 Hang hang khong Quoc gia Viet Nam, Bao cao ket qua kinh doanh ciia Vietnam Airlines (2000 - 2006) 13 Hang hang khong Quoc gia Viet Nam, Bao cao tai chinh cua Vietnam Airlines (2004-2006) 14 Hang khong dan dung Viet Nam, nhung cltang dudng lich sit (2003), Nxb Chinh tri quoc gia 15 Hang hang khong Quoc gia Viet Nam (2006), Hudng dan khai thac hang hod 16 PGS.TS Vu Chi Loc, Xay dung va phat trien thuong hieu ciia doanh nghiep Viet Nam xu the Viet Nam chu dong hoi nhap kinh te the gioi va khu vuc- Truong Dai hoc Ngoai thuong 17 NguySn Dinh Thiem (2006), Luat hang khdng dan dung Viet Nam, Nxb lao dong - xa hoi 18 Vu sy Tuan (2003), Cam nang phap ly nghiep vu chuyen chd hang hod bang dudng hang khong, Nxb Chinh tri quoc gia 19 Tong Cong ty Hang khong Viet Nam, Tap chi Hang khdng Viet nam cac sd (2006-8/2007) 20 Tong Cong ty Hang khong Viet Nam Quan he hang khdng My - Viet, Ban tin Hang khong thang nam 2005 21 TSKH Tran Nguyen Tuyen (2002), Nang cao siic canh tranh ciia kinh te Viet Nam dieu kien toan cau hod kinh te va hoi nhap kinh te quoc te - Ban Kinh te Trung Dong 119 Tieng Anh 22 International Air Transport Association (2003), Customer Service, Aviation Training and Development Institute 23 International Air Transport Association (2002), Cargo Marketing, Aviation Training and Development Institute 24 The Air Cargo Industry Boeing 3/2006 25 Internet Data