Xúc tiến bán hàng của văn phòng khu vực miền bắc tổng công ty hàng không việt nam đến năm 2020

6651 LV ThS DHKTQD _ j Isssswj Sa>M ^1* if ■ TRUONG DAI HOC KINH TE QUOC DAN ■ ■ £08dOc8GS r—^rHO7CTCDVIE7 I rr.THd^^riN thit view I PHONGJJ^NANjrUUW NGUYEN THU THUY XUC TIEN BAN HANG CUA VAN PHONG KHU VlTC MIEN BAC ■ TONG CONG TY HANG KHONG VIET NAM DEN NAM 2020 CHUYEN NGANH: THUONG MAI (KINH TE VA QUAN LY THUONG MAI) A W _ M _ LUAN VAN THAC SI KINH TE • • 7555 Ngtfdi htfdng dan khoa hoc: PGS.TS NGUYEN THI XUAN HUONG HA SOL • SAM 2011 LOI CAM ON De hoan ban Luan van Thac sy kinh te nay, Toi da nhan dupe rat nhieu sir giup da cua cac cd nhan la cac Giao sir, cac Thay cd giao trirang r r \ \ r Dai hoc Kinh te Qudc dan, cac dong nghiep a Van phong khu virc Mien Bae — Tong cong ty Hang khdng Viet Nam va gia dinh toi Toi xin chan cam an PGS TS Nguyen Thi Xuan Hirang, Khoa Thtrang Mai va Kinh te Qudc te r r r truemg Dai hoc Kinh te Qudc dan la giao vien hirang dan true tiep va GS TS Hoang Due Than, Truong khoa Thuong Mai va Kinh te Qudc te da cd nhung dong gop quy bau cho ban luan van Dae biet, Toi xin gui lai cam an sau sac den Cd giao Nguyen Thi Xuan Huong va cac vien gia dinh da dong vien toi hoan ban luan van ma vi su ban biu cua cong viec chuyen mon da doi Ian khien toi phai tri hoan viec thuc hien Tuy nhien vdi sir ho trp tan tinh cua Cd giao va bang su nd lire het minh cua ban than, Toi da kip hoan ban luan van thang 10 nam 2011 Trong qua trinh r -> r r r thuc hien tat khdng the tranh khoi nhung khiem khuyet, Toi rat mong nhan dupe sir gop y cua cac Giao su, va cac Thay cd giao de ban luan van dupe hoan thien han Toi xin chan cam cm! MUC LUC • • LUI CAM ON DANH MUC CAC CH U VIET TAT DANH MUC CAC BANG, HINH, BIEU DO TOM TAT LUAN VAN LOT MO DAU Chirong 1: NHUNG LY LUAN CHUNG VE XUC TIEN BAN HANG TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP VAN TAI HANG KHONG 1.1 Dac diem cua xuc tien ban hang linh vyc Hang khong 1.1.1 Dac diem kinh doanh van tai Hang khong 1.1.2 Dac diem cua xuc tien ban hang kinh doanh van tai hang khong 1.2 Xay dung va trien khai thyc hien chirong trinh xuc tien ban hang cua doanh nghiep van tai hang khong 14 1.2.1 Nghien cuu thi trubng van tai hanh khach bang duong hang khong 14 1.2.2 Xac dinh muc tieu Marketing va muc tieu cua xuc tien ban 16 1.2.3 Hoach dinh ngan sach xuc tien ban hang 19 1.2.4 Lua chon cac cong cu xuc tien ban hang 21 1.2.5 Lap ke hoach va xay dung cac chuong trinh xuc tien ban hang 29 1.2.6 Trien khai thuc hien chuong trinh xuc tien ban hang 30 1.2.7 Danh gia ket qua cua cong tac xuc tien ban hang 31 1.3 Kinh nghiem cua mot so hang hang khong xuc tien ban hang va bai hoc rut cho Van phong khu vyc Mien Bac - TCTHKVN 33 1.3.1 Kinh nghiem cua Hang hang khong quoc gia Singapore (Singapore Airlines - SQ) 33 1.3.2 Kinh nghiem ve quan he cong chung cua mot so hang hang khong Ion tren the gioi 35 1.3.3 Bai hoc rut cho Van phong khu vuc Mien Bac - TCTHKVN 37 Chuong 2: THLfC TRANG XUC TIEN BAN HANG CUA VAN PHONG KHU VUC MIEN BAC THUOC TONG CONG TY HANG KHONG VIET NAM 40 2.1 Thyc trang kinh doanh cua Van phdng khu vyc Mien Bac - Tong cong ty Hang khong Viet Nam 40 2.1.1 Lich su hinh va phat trien 40 2.1.2 Chuc nang va nhiem vu 41 2.1.3 Ket qua hoat dong kinh doanh cua Van phdng khu vuc Mien Bac TCTHKVN then gian gan day 43 2.2 Phan tich thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam .46 2.2.1 To chuc bo may thuc hien xuc tien ban hang 46 2.2.2 Moi quan he giua xuc tien ban hang cua Van phdng khu vuc Mien Bac vdi Tong cong ty Hang khdng Viet Nam va vdi cac Van phdng dai dien khac 49 2.2.3 Thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam 54 2.3 Danli gia thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam 71 Chirong 3: DU* BAO TINH HINH PHAT TRIEN THI TRlfON G VAN TAI HANG KHONG VA GIAI PHAP DAY MANH XUC TIEN BAN HANG CUA VAN PHONG KHU VLC MIEN BAC - TONG CONG TY HANG KHONG VIET NAM DEN NAM 2020 75 3.1 Dir bao tinh hinh phat trien thi truong van tai Hang khdng den nam 2020 va dinh huong phat trien cua Van phdng khu vuc Mien Bac Tong cong ty Hang khdng Viet Nam noi chung va xuc tien ban hang noi rieng 75 3.1.1 Du bao tinh hinh phat trien thi truong van tai Hang khdng den nam 2020 75 3.1.2 Dinh hudng phat trien cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khong Viet Nam noi chung va xuc tien ban hang noi rieng 76 3.2 Giai phap day manh xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam den nam 2020 80 3.2.1 Nhom cac giai phap ve bo may to chuc va nguon nhan luc 80 3.2.2 Nhom cac giai phap ve phan bo ngan sach xuc tien 82 3.2.3 Nhom cac giai phap ve su dung cac cong cu xuc tien 84 3.2.4 Giai phap ve cai tien cong tac danh gia chuong trinh xuc tien 89 3.3 Dieu kien thuc hien giai phap 90 3.3.1 Ve phia Van phdng Khu vuc Mien Bac 90 3.3.2 Doi vdi bo phan lam Marketing chien luge cua Tong cong ty 93 3.3.3 Doi vdi Nha nude viec tao lap moi truong 94 KET LUAN 100 DANH MUC TAI LIEU THAM KHAO 101 DANH MUC CAC CIIU VIET TAT rw-i • r r Chw viet tat rji /V AAPA Association of Asia Hiep hoi cac hang hang khong khu vuc Pacific Airlines chau A - Thai Binh Duong AF Air France Hang hang khong quoc gia Phap CA Corporate Account Chuong trinh Khach hang ldn cua Cathay Pacific Vietnam Airlines ' - > -Hang hang khong quoc gia Hong Kong cx i len Tieng Anh a DAD GLP rriA r-p«A Ten Tieng Viet San bay Da Nang Golden Lotus Plus Chuong trinh Khach hang thubng xuyen Bong Sen Vang cua Vietnam Airlines HAN San bay Noi Bai - Ha Noi HKVN Hang khong Viet Nam FFP Frequent Flyer Program Chuong trinh Khach hang thubng xuyen IATA International Air Hiep hoi van tai Hang khong quoc te Transport Association ICAO International Civil ? r r To chuc Hang khong dan dung quoc te Aviation Organization MH Malaysia Airlines SGN SQ Hang hang khong quoc gia Malaysia San bay Tan Son Nhat - TP Ho Chi Minh Singapore Airlines TCTHKVN Hang hang khong quoc gia Singapore Tong cong ty Hang Khong Viet Nam TG Thai Airways Hang hang khong quoc gia Thai Lan VN Vietnam Airlines Hang hang khong quoc gia Viet Nam VPKVMB Van phong khu vuc Mien Bac YQ Phu phi xang dau XTBH Xuc tien ban hang DANH MUC CAC BANG Bang 2.1: Doanh so ban hanh khach quoc noi theo cac nam 45 Bang 2.2: Doanh so ban hanh khach quoc te theo cac nam 45 Bang 2.3: Chi phi danh cho cdng tac quang cao qua cac nam cua VPKVMB 59 Bang 2.4: Chi phi danh cho cong tac quang cao cua VPKVMB nam 2010 60 Bang 2.5: Tinh hinh su dung quy ve khuyen mai cua Van phong Khu vuc Mien Bac nam 2010 62 Bang 2.6: Tinh hinh su dung quy ve khuyen mai cua VPKVMB nhtrng nam qua 62 Bang 2.7: Ty doanh so ban cua phong ve tong doanh so ban cua Van phong Khu vuc Mien Bac qua cac nam 68 Bang 2.8: Doanh so ban ve hanh khach tai cac phong ve cua VPKVMB qua cac nam 69 DANH MUC CAC HINH, BIEU DO Hinh 1.1: Quy trinh xac dinh muc tieu cua xuc tien .18 Hinh 1.2 : Nhtrng quyet dinh chu yeu cua nguoi quang cao 24 Hinh 2.1: So to chuc phong Phat trien ban - Van phdng khu vuc Mien Bac 46 Hinh 2.2: Ngan sach danh cho cong tac xuc tien tai VPKVMB qua cac nam 47 Hinh 2.3: Ty ngan sach chi cho tung cong cu xuc tien ban san pham van tai hanh khach cua VPKVMB nam 2011 48 Hinh 2.4: Cong tac quang cao va phoi hop thuc hien giua cac bo phan/cac don vi VPKVMB 51 *8 TRUONG DAI HOC KINH TE QUOC DAN ■ ■ sosoOgsgs NGUYEN THU THUY XUC TIEN BAN HANG CUA VAN PHONG KHU VUC MIEN BAC ■ TONG CONG TY HANG KHONG VIET NAM DEN NAM 2020 CHUYEN NGANH: THU’O’NG MAI (KINH TE VA QUAN LY THUONG MAI) TOM TAT LUAN VAN THAC SI • • HA NOI, NAM 2011 • a i TOM TAT LCH MO DAU Sir can thiet cua de tai nghien cuu La mot nhtrng nganh kinh te quan nhat cua dat nude, nganh Hang khong dan dung Viet Nam da duqc lap ttr nam 1956, nhien chi den nam 1990 mdi chinh thuc chuyen sang hoat dong theo co che thi trudng Chi budc chan vao nen kinh te thi trudng, Tong cong ty Hang khong Viet Nam, cung nhu cac doanh nghiep kinh doanh van tai cua Viet Nam, mdi thuc su hieu rang “Thuong trudng la chien trudng” Dac biet, ke ttr Viet Nam gia nhap To churc thuong mai the gidi nam 2007 va sau la cuoc khung hoang kinh te the gidi nam 2008 thi canh tranh trd van de song edn cua cac doanh nghiep san xuat kinh doanh noi chung va cac doanh nghiep kinh doanh van tai hang khong noi rieng Muon ton tai va phat trien, doanh nghiep phai tien hanh nghien ctru thi trudng mot each thubng xuyen, lien tuc, dong thbi tien hanh cac cong tac xuc tien thuong mai de tim hieu, lua chon va loi keo khach hang tiem nang Nhtrng phan tich d tren la ly de tac gia lua chon de tai “Xuc tien ban hang cua Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam den nam 2020” cho luan van thac sy kinh te va quan ly thuong mai cua minh Muc dich nghien cuu Luan van he thong hoa va phat trien nhtrng van de chung ve xuc tien ban hang kinh doanh van tai Hang khong, di sau phan tich gia thuc trang xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam Ttr de xuat nhtrng bien phap nham day manh xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam den nam 2020 Doi tuong va pham vi nghien ciru Ddi tirang nghien ciru: Xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam Pham vi nghien cine Luan van gidi han nghien cuu van de xuc tien ban san pham van tai hanh khach tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam Ve mat thai giarr Luan van nghien cuu nhung van de hien tai co tinh den su phat trien cua Tong cong ty Hang khong Viet Nam giai doan 2010-2020 Phuong phap nghien cuu Luan van gidi han nghien cuu van de xuc tien ban san pham van tai hanh khach tai Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam Ve mat thdi gian: Luan van nghien cuu nhung van de hien tai cd tinh den su phat trien cua Tong cong ty Hang khdng Viet Nam giai doan 2010-2020 Luan van su dung tong hop cac phuong phap nghien cuu sau: phuong phap vat bien chung va vat lich su, cac phuong phap thong ke, tong hop, danh gia, phan tich cac so lieu thong ke Nhung dong gop cua luan van He thong hoa va lam rd khai niem, vai tro, anh hudng cua xuc tien ban hang doi vdi Doanh nghiep nen kinh te thi truong Lam rd vai tro, vi tri cua nganh Hang khdng dan dung nen kinh te qudc dan va tong quan ve tinh hinh san xuat kinh doanh va xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam Phan tich va danh gia xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam giai doan 2008-2010, tir dua nhung nhan xet, ket luan ve hoat dong xuc tien thuong mai tai Van phdng Ten va ket cau cua luan van Ngoai phan md dau va ket luan, danh muc tai lieu tham khao, Luan van gom chuong: Chuang 1: -Nhung ly luan chung ve xuc tien ban hang boat dong kinh doanh cua doanh nghiep van tai Hang khdng Chuang 2: Thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam Chuang 3: Du bao tinh hinh phat trien thi truang hang khdng va gidi phap ? r y r i day manh xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam den nam 2020 89 noi chung va cac hang hang khong noi rieng Voi bo phan PR rieng, cac thong tin duoc cong bo se duoc dam bao tinh chinh xac, thong nhat va khoa hoc Ben canh do, can thuc hien tot viec cung cap thong tin, bai viet, thong cao bao chi, phat bieu, tra loi phong van cua Lanh dao Tong cong ty cho bao chi va ngoai nuoc To chuc cac buoi gap go giua dai dien cua VNA voi phong vien cac co quan thong tan, bao chi lon nuoc, trao doi va cap nhat thong tin va hoat dong cua VNA Ve hoat dong tai tro, VPKVMB can thuc hien tot cac tai tro co quy mo lon nhu APEC CEO Summit, chien luoc quang ba du lich Viet Nam “Ve dep tiem an”, cac chuong trinh Festival, cac cuoc thi lon nhu danh golf, bong chuyen nu, cuoc thi tri tue Viet Nam Mat khac, VPKVMB cung co the tai tro ve may bay va ho tro hieu qua cac doan quay phim cua nuoc ngoai viec lam phim gioi thieu diem den cua du lich Viet Nam va khuech truong hinh anh cua VNA r r r ? 3.2.3.4 Phdi hap chat che cac hoat dong xuc tien de co the dat duac hieu qua cao nhat Su phoi hop cua cac cong cu xuc tien tai VPKVMB cdn yeu Dieu lam giam di hieu qua cong hudng cua cac cong cu xuc tien so voi truong hop chung dat 99 r > r duoc su phoi hop chat che De co the thuc su hieu qua, can phai phoi hop chat che voi cac hoat dong khac cua cong tac xuc tien Nhu moi tien hanh tai tro cho mot su kien nao can quang cao tai khu vuc thi truong khach hang de gay su chu y den cac doi tuong khach hang Khi tien hanh khuyen mai hay tang chuyen bay, A A md duong bay moi can phai to chuc quang cao tren nhieu phuong tien khac nhau, tuyen truyen quan he cong chung rong rai de co the thong tin den nhieu doi tuong khach hang nhat 3.2.4 Giaiphap ve tdi tien congtac danh gia chworng trinh xuc tien Hien nay, viec danh gia cong tac xuc tien cua VPKVMB hien moi chi tap trung nghien cuu mot so van de co ban chu chua di sau phan tich nhung diem manh, diem yeu cua cac chuong trinh xuc tien, chua nam bat duoc tam ly va nhung thong tin phan hoi tu phia nguoi tiep nhan Cac ket qua cua qua trinh danh gia phan lon la dinh tinh, chua co kha nang dinh luong nhung chi tieu cu the de co duoc nhung quyet dinh ve cac chuong trinh xuc tien tiep theo Vi vay, thoi gian toi, 90 VPKVMB can phai xay dung cac chi tieu lugng hoa de co the danh gia mot each chinh xac hon nua hieu qua cac cong tac xuc tien Ben canh do, thdi gian vua qua, VPKVMB chua kiem soat duoc tinh hinh thuc hien ngan sach tai cac chi nhanh va van phdng dai dien Dieu dan den tinh trang la co mot so don vi khdng chi het muc ngan sach xuc tien danh cho don vi minh va ngupc lai cung co nhtrng don vi chi vupt muc chi tieu duoc giao, lam tham hut vao ngan sach cac hoat dong khac Muon giai quyet duoc tinh trang nay, Van phdng phai yeu cau cac don vi bao cao mot each chi tiet va kip thdi hon ve viec trien khai cdng tac xuc tien Ngoai viec neu dupe cac noi dung chu yeu nhu cac hinh thuc xuc tien, thdi gian tien hanh, pham vi tien hanh , cac bao cao phai giai trinh duoc cac chi phi da chi va chi phi da them, tu Van phdng mdi cd the du tru duoc kinh phi va duyet chi bd sung cac trudng hpp can thiet, dong thdi dieu chinh nhung cdng tac xuc tien khdng dat yeu cau ve noi dung va hinh thuc 3.3 Dieu kien thuc hien giai phap 3.3.1 Ve phia Van phdng Khu viec Mien Bac 3.3.1.1 Nang cao sic hieu biet cua cac can bo, cdng nhan vien cua Van phdng ve vi r tri, vai trd cua cdng tac xuc tien hoat dong kinh doanh cua Van phdng Khu vice Mien Bac Ly luan ve xuc tien da doi tu rat lau, gan lien vdi hoat dong san xuat kinh doanh Chinh vi vay, can phai thay doi va nang cao nhan thuc cua tat ca can bo, nhan vien ve tam quan cua cdng tac xuc tien Viec moi ngudi nhan thuc dupc tam quan cua xuc tien giup cho cdng tac xuc tien dupc quan tam hon va cd hieu qua thuc hien tot hon Moi can bo nhan vien Van phdng se chu hon den viec xuc tien ban san pham van tai hanh khach 3.3.1.2 Day manh hop tac giua nganh Hang khdng va nganh Du lich: Trong xu the qudc te hoa doi song kinh te va toan cau hoa thuong mai, du lich la nhu cau thiet yeu cua hang ty ngudi tren the gidi Theo du bao cua Td chuc Du lich the gidi (UNWTO), nam 2010 lupng khach du lich qudc te tren toan the gidi udc len tdi tren ty lupt khach, thu nhap tir du lich du kien 900 ty USD, tao cdng viec lam cho hon 150 trieu lao dong, toe tang trudng co so luu tru 91 du lich tang 3%/nam Dac biet, du lich phat trien manh a khu vuc Chau a- Thai Binh Duong, co Viet Nam, Lao, Campuchia va cac nudc tieu vung Me kong Du lich da tra nganh kinh te quan cua nhieu quoc gia Do vay, quang ba thu hut khach, kinh doanh du lich va luu tru du lich, canh tranh cang tra nen khoc liet giua cac nudc khu vuc va tren toan the gidi Du lich duoc coi la nganh ngoai giao thu hai, co quan he quoc te rong ldn tren khap toan cau Co the noi Hang khong va Du lich la cap song sinh nen kinh te thi trudng va thuc te nhung nam qua nguon khach truyen thong quan cua Hang khong Viet Nam la khach du lich, dong thdi du lich Viet Nam phat trien duoc cung co su dong gop bai mang dudng bay cang phat trien cua Vietnam Airlines Song dang tiec nhieu nam qua su tac dong tuong ho chi di£n mot cach tu phat ngau nhien, thieu su tac dong chu quan tich cuc cua hai phia, su hoat dong cua Hang khong va Du lich hau nhu doc lap, chinh vi vay nhung cai mat tu su thieu lien ket cua hai nganh khong phai la nho Doi vffi Hang khong: De co the doc lap khai thac nguon khach du lich, nhung nam qua Hang khong da dau tu nhieu cho ke hoach phat trien dich vu du lich Dien hinh la su ddi cua Trung tam du lich cua Vietnam Airlines, va cac lien doanh xay dung khach san du lich nhu lien doanh vdi Quang Nam - Da Nang xay dung khach san Pacific Da Nang vdi tong so von dau tu 10 ty VND, du an lien doanh xay dung khach san vdi Lien doan Lao dong Viet Nam vdi tdng so von dau tu 60 ty VND, lien doanh vdi tap doan SMJ Nhat Ban xay dung khach san tai 27 Nguyen Dinh Chieu - Thanh Ho Chi Minh vdi tong so von dau tu 12,2 trieu USD Viec dau tu tren nam ke hoach tai dau tu, ma tai dau tu la mot chien luoc hoan toan dung dan giai doan Vietnam Airlines lam an phat dat (1992­ 1996) Nhung dang tiec day la linh vuc dau tu khong can thiet, bai vi Vietnam Airlines dau tu hang chuc trieu USD cho viec xay dung khach san cong suat cua he thong khach san nganh du lich lai qua thua Gia dinh rang, neu so von tren ho tro cho ke hoach phat trien mang dudng bay du lich noi dia vdi co cau 92 doi may bay va tan suat bay hop ly thi Vietnam Airlines se khong bi cac phuong tien van tai thay the chiem linh nguon khach du lich noi dia nhu hien Ngoai ra, neu mang duong bay phuc vu cac tuyen du lich nuoc phat trien tat yeu se thu hut duoc nhieu khach du lich quoc te vao Viet Nam Nhu vay, Vietnam Airlines da bd linh vuc so truong cua minh de dau tu vao linh vuc so doan, viec dau tu huong khong nhung lam dong von ma mat di phan lon khach du lich noi dia va lam du thua lao dong sau gia the Trung tarn du lich Hang khong Ben canh do, vi thieu su lien ket Hang khong - Du lich, Vietnam Airlines bi mat mot phan nguon khach co hoi (ca khach du lich quoc te lan khach Viet Nam du lich nuoc ngoai) phia du lich khong lua chon nhung chuyen bay cua Vietnam Airlines Ngoai ra, nhin vao co cau chi tieu theo xu the hien cua khach du lich cho thay, mac du muc chi phi co ban khong phai la lon (khoang 30% gom an o, di lai song la khoan chi phi bat buoc cua khach du lich), nhung chi phi co ban lai la khoan chi phi luon duoc khach du lich quan tam de so sanh gia dich vu du lich Nhu vay, neu thieu su lien ket Hang khong - Du lich tat yeu gia se cao, lam cho co < ' •? r i r cau nguon khach du lich thay doi, tuc la xu the du lich khong tron goi phat trien, so luong khach du lich khong goi cang cao thi kha nang phan tan nguon khach tren cac hang hang khong khac cung khai thac voi Vietnam Airlines cang lon Doi vai Du lich: Neu thieu su lien ket voi nganh Hang khong thi cung mat di nhung nguon khach co hoi ho khong duoc huong nhung chinh sach uu dai ve gia ve, ve lich trinh va cac dich vu khac cua Hang khong, va nhu vay muc chi phi se cao hon, lam cho kha nang canh tranh va thu hut nguon khach du lich quoc te han che Tu co the thay rang neu thieu su lien ket Hang khong - Du lich khong nhung lam tang chi phi cho ca hai phia, lam mat di nguon doanh thu khong dang mat, lam giam toc phat trien cua ca hai ben ma lam giam thu nhap quoc gia va nhung loi ich xa hoi khac Nguoc lai, mot su hop tac chat che giua hai nganh se dem lai nhung loi l'ch cu the do: 93 Lien minh la ca hoi tot de cung phat trien tren thuong truong, giup tang nguon khach cho Hang khong dong thoi tang nguon khach cho Du lich Co duoc dinh hudng chien lupc chung va tao dieu kien cho ca Hang khong va Du lich cung phat trien Tang thu nhap quoc gia va loi ich xa hoi nho kha nang phat trien cua hai nganh Hang khong va Du lich, dien hinh la nguon khach du lich it bi phan tan tren cac hang Hang khong khac va cac cong ty du lich nudc ngoai, thu hut nhieu lao dong va tao cong an viec lam cho xa hoi, tang kha nang xuat khau tai cho, keo theo nhieu nganh kinh te khac va nhieu dia phuong cung phat trien Giam dang ke chi phi dich vu van tai giua Hang khong va Du lich nho su dung co sd vat chat san co cua nham tao them nang luc canh tranh tren thi truong quoc te Tom lai, nhat thiet phai co su lien minh giua Hang khong va Du lich nham khai thac the manh sd truong cua tung nganh, tu khac phuc nhung han che cua dieu kien tiem luc tu ca hai phia chua du manh, nho ca hai cung co dieu kien ton tai va phat trien tinh hinh kinh doanh cang kho khan nhu hien 3.3.I.3 Tang cuang he thong thong tin phan hoi va thong tin ve cac ddi thu canh tranh Trong thoi gian tdi Van phong phai khong ngung hoan thien he thong tin phan hoi nham ho tro mot cach co hieu qua cho cac can bo xay dung ke hoach xuc tien cua Van phong Ben canh Van phong can phai tap hop duoc mot he thong so lieu chinh xac giup cho viec xay dung ke hoach xuc tien mang tinh chinh xac va co tinh kha thi cao Cac can bo lam nhiem vu thu thap thong tin nham phuc vu cho cong tac lap ke hoach xuc tien phai co tinh than trach nhiem cao, phan anh mot cach trung thuc nhung thong tin thu thap duoc, Van phdng nen co ap dung trach nhiem vat chat va khuyen khich vat chat doi vdi nhung can bo r r ■> 3.3.2 Ddi voi bo phan lam Marketingchhen luvc cua Tdng cdng ly Bo phan lam Marketing chien luoc cua Tong cong ty Hang khong Viet Nam can xay dung chien luoc Marketing mot cach chinh xac, toan dien, co khoa hoc va 94 thuong xuyen co su chi dao kip thoi xuong cac dun vi d dudi nham tao mot su thong nhat tu tren xuong ve mat chinh sach cung nhu viec thuc hien Hoat dong cua bo phan lam chien lupc Marketing co anh hudng den viec thuc hien cong tac xuc tien chien thuat sau Do vay, cac can bo lam Marketing chien lupc phai la nhung nguoi co trinh do, am hieu ve Marketing noi chung va xuc tien noi rieng dong thoi phai nhanh nhay nam bat dupc kip thoi nhung thay doi cua moi truong kinh doanh Tu xay dung dupc chien lupc Marketing hoan thien co kha nang thich ung vdi nhung dieu kien thay doi khac Ben canh do, bo phan Marketing chien lupc cung phai luon quan tam, hd trp cho hoat dong xuc tien chien thuat dat hieu qua tot hon 3.3.3 Doi vai Nha naac viec tao lap mdi trwang 3.3.3.1 Tang cuang su hd tra cua Nha nuac Ban than ten goi Hang Hang khong quoc gia Viet nam cung noi len Vietnam Airlines la mot doanh nghiep van tai cua Nha nudc, dai dien cho quoc gia Tuy vay, du thuc su tham gia vao canh tranh quoc te het suc gay gat luc van non tre, Vietnam Airlines van chua dupc hd trp nhieu tu phia Nha nudc qua trinh hoat dong san xuat kinh doanh Viec Vietnam Airlines, cung nhu Van phong Khu vuc Mien Bac phai hoat dong dua vao von tu co thuc su la mot kho khan doi vdi mot Van phong non tre lai chiu su canh tranh gay gat tu cac hang Hang khong ldn va ngoai khu vuc hoat dong tai thi truong mien Bac Do co sd tang cua Hang yeu kem nen nhung nam gan day, nguon khach O&D (Origin and Destination Diem dau va diem cuon) la nguon khach gan nhu nhat tren thi truong van tai hang khong cua Van phong Khu vuc Mien Bac va co le nhung nam tdi cung van vay Ben canh do, Vietnam Airlines, du da rat co gang viec dau tu cho doi may bay tien tien hien dai nhung dieu kien thieu von tram trong, gia thue mua may bay va chi phi bao hanh sua chua lai kha cao nen moi co gang van khong dem lai hieu qua nhu mong muon Dieu dan den mot tinh trang la 95 Van phdng Khu vuc Mien Bac luon tuyen truyen quang cao ve chat luong hoan hao cua dich vu Vietnam Airlines cung cap thi tren thuc te hang lai khong the chung to dieu vdi cac khach hang thudng xuyen cua minh Tinh trang huy chuyen, cham chuyen van xay sd luong may bay thieu Ngoai rat nhieu hoat dong khac cua Van phdng Khu vuc Mien Bac nhu dieu tra nghien cuu thi trudng, phat trien he thong mang, kiem tra hieu qua cac chuong trinh quang cao nhieu bi dinh tre hoac khdng the dua vao trien khai, tat ca deu thieu kinh phi Nhu vay, su ho tro tir phia Nha nudc tdi Vietnam Airlines noi chung va Van phdng noi rieng trudc het phai la su hau thuan ve tai chinh Tir den nam 2020 se cang cd nhieu Hang hang khdng tham gia khai thac dich vu van tai tren cac tuyen noi Viet Nam vdi cac nudc va tro ddi thu canh tranh cua VNA Vi vay Nha nudc can cd cac chinh sach dau tu vao viec nang cap cac dich vu co sd tang, chinh la nang cao chat luong dich vu hang khdng VNA cung cap Chi cd su ho tro true tiep ve tai chinh cua Nha nudc mdi tao dieu kien cho nganh Hang khdng kinh doanh hieu qua va thuc hien dupe dudng loi chien luoc ma nganh da de Ben canh do, hien Chinh phu van dang ap dung mot sd chinh sdeh ve thue, phi kha khat khe va khdng cd loi ddi vdi su phat trien cua Hang Ngoai ra, che kiem soat tai chinh doi vdi Van phdng dai dien cac Hang hang khdng nudc ngoai va cac doanh nghiep kinh doanh ban ve dai ly cho cac Hang hang khdng van nhieu ke hd dan den nhieu bat cap cho Hang khdng Viet Nam viec ban ve thong qua he thong Dai ly Cac dai ly ban ve cho Vietnam Airlines se trai qua rat nhieu lan kiem soat, kiem tra, moi khoan thu chiu thue (hoa hong ban ve) deu ro rang neu ban ve cho cac Hang hang khdng nudc ngoai thi van dupe hoa hong nhung hinh thuc chi la mua ban trao tay (mua ho khach hang), khdng thong qua he thong sd sach ke toan, vay khdng phai chiu thue 96 De Vietnam Airlines co the dung vung giai doan trudc mat va phat trien dai han, Nha nudc nhat thiet phai ban hanh cac chinh sach uu dai ve thue, giam muc thue danh truc tiep vao luong xang dau nhap khau phuc vu cho van chuyen Hang khong, mien thue nhap khau vdi cac ky thuat, cong nghe mdi nham khuyen khich ap dung cong nghe tien tien vi muc tieu hien dai hoa nganh, nang cao chat luong dich vu van chuyen Mat khac, Nha nudc cung can co cac chinh sach duyet gia cho cac loai san ’ ' r r r pham chu yeu theo nguyen tac gia it nhat phai du bu dap chi phi ma Hang da bo Doi vdi tung hoan canh, tung trudng hop cu the, Nha nudc co the co tro gia hoac yeu cau cac nganh, cac dia phuong tro gia, dac biet la tren cac dudng bay ngan, cac tuyen bay bay le it khach nhung van phai tri nham phuc vu nhu cau di lai cua nhan dan hoac cong tac an ninh chinh tri Nha nudc can thiep vao chinh sach gia nhung khong nen can thiep qua sau, khong ap dat gia Muc gia ma Nha nudc duyet cang sat vdi thi trudng cang tot Cuoi cung va quan hon ca, Nha nudc can cho phep Vietnam Airlines duoc phep phat hanh co phieu, trai phieu, duoc the chap quyen su dung von tai cac ngan hang de vay von kinh doanh Dong thdi, Nha nudc co the xem xet, quyet dinh viec bao lanh cac khoan vay cua Vietnam Airlines tai cac ngan hang, cac to chuc tin dung nudc ngoai hoac ban hanh chinh sach uu dai doi vdi cac khoan vay cua Hang tai cac ngan hang nudc Ben canh su ho tro ve mat tai chinh, Nha nudc cung can tao moi trudng phap ly thuan loi cho hoat dong kinh doanh cua Hang Viec cham tre khau thu tuc lam viec vdi cac co quan huu quan nhu Hai quan, thue quan cung lam anh hudng phan nao den chat luong phuc vu khach cua VNA Neu Nha nudc don gian hoa thu tuc cac khau se gop phan nang cao chat luong dich vu, tao tam ly thoai mai cho khach hang Ngoai Nha nudc co the ban hanh nhung quyet dinh co loi cho VNA nhu giao cho Hang quyen cat giam cac chuyen bay bi lo Mot giai phap huu hieu khac nham tang cudng hieu qua kinh doanh cua VPKVMB la md rong hop tac quoc te tren nhieu linh vuc nhu ky thuat, thuong 97 mai md rong hop tac vdi cac Hang hang khong nudc ngoai bang cac hinh thuc lien doanh, lien ket, trao doi cho, cung cap cho cho de tang them su co mat cua minh tren thi trudng, tranh thu san pham cua cac hang hang khong khac Bang cach nay, VPKVMB co the hoc hoi kinh nghiem cua ho, cung thu loi va cung phat trien, nang cao uy tin cua Hang tren trudng quoc te Tuy nhien hien Vietnam Airlines chua co duoc nhieu moi quan he hop tac ky thuat, thuong mai, van chuyen Hang khong vdi cac nudc Tay Au va Bac My, dac biet la vdi nganh Hang khong My Chinh vi vay, Nha nudc can tang cudng cac chinh sach hop tac quoc te vdi cac khu vuc nay, tao dieu kien cho Vietnam Airlines md rong mang dudng bay tdi cac thi trudng ma hien gid Hang chua co dudng bay thang tdi hoac chua khai thac duoc nguon van chuyen ldn ca ve hanh khach va hang hoa Mot quan he giua Viet Nam va cac nudc duoc md rong se thuc day cac quan he kinh te nhu thuong mai, dau tu, du lich phat trien theo, tat yeu dan den tang nhu cau van chuyen Ben canh do, tu thuc hien chinh sach md cua, bo mat Viet Nam da thay doi rat nhieu Cach nhin nhan ve che Viet Nam cung khong cuc doan nhu trudc nua Dieu thuc day nhieu Viet kieu xa que huong ve dau tu xay dung dat nudc Trong tinh hinh do, Nha nudc can co cac chinh sach khuyen khich, tao dieu kien cho viec di lai lam an cua cac Viet kieu duoc thuan loi va de dang hon, Vietnam Airlines chinh la chiec cau noi lien udc muon cua ho thong qua viec ap dung cac chuong Marketing khuyen khich nhu cau di lai cua doi tuong khach hang tren cac chuyen bay cua Hang khong Viet Nam Cuoi cung, Nha nudc can phai tao dieu kien thuan loi de Hang khong va du lich co duoc su hop tac chat che hon nua bang cac chinh sach va su ung ho cua hai nganh, vi su phoi hop giua Hang khong va du lich dem lai nhung loi l'ch vo cung to ldn nhu tren da phan tich 3.3.3.2 Tang cudng su ho tra cua cac Bo, Ban, Nganh Trong tinh hinh hien nay, de cong tac xuc tien thuc su phat huy tac dung tich cuc, Nha nudc ma cu the la Bo Thuong mai va Bo Van hoa Thong tin can xay dung 98 va hoan chinh nua mot he thong luat phap ve quan ly dong bo cac cong tac xuc tien cho vua phu hop voi su phat trien cua nen kinh te, vua hoa minh vao cac xu hudng xuc tien khu vuc va quoc te Phuomg hudng co ban cho viec quan ly thdi gian tdi la phai thudng A x xuyen chan chinh, kiem tra, kiem soat cac cong tac xuc tien nham dua cac hoat r 9 dong vao nen nep, trat tu khuon kho phap luat, tu tao dieu kien nang cao chat luong cua cac chuong trinh xuc tien De quan ly cong tac xuc tien, thdi gian qua Nha nudc da ban hanh mot so van ban dudi luat nham tao mot moi trudng phap ly, dac biet la doi vdi hoat dong quang cao Trong so co the ke tdi chi thi 738/VP ve cong tac quang cao, thong tu lien tich so 1101 ve quan ly nhan hieu va quang cao san pham hang hoa, nghi dinh 87,88/CP ve tang cudng quan ly va xu phat hanh vi vi pham cac hoat dong quang cao Nha nudc ta thdi gian qua da nghi tdi mot quy hoach cho van de quang cao: d dau, cho nao duoc phep quang cao? Dai truyen hinh, phat thanh, bao chi co dung luong va thdi gian quang cao toi da la bao lau? Ai duoc phep lam quang cao? Tuy vay, neu khong co su hop tac chat che cua cac nha lam quang cao nudc cung nhu cac dong nghiep nudc ngoai cong tac vdi Viet nam thi cung kho ma kiem soat duoc Ben canh do, viec tuan thu mot cach nghiem tuc cac van ban da ban hanh chi co the thuc hien duoc cac cap lanh dao, cac nganh huu quan cung bat tay vao hanh dong Ve phia cac doanh nghiep, xuc tien la hoat dong nham tu gidi thieu vdi khach hang ve chinh doanh nghiep va san pham cua doanh nghiep Dieu doi hoi cac doanh nghiep thuc hien cac chuong trinh xuc tien can phai het suc trung thuc Quang cao khong co nghia la thoi phong su that mot cach qua dang Viec tai tro, ung ho cho cac quy se khong mau sac nhan dao neu chinh hoat dong kinh doanh cua doanh nghiep di nguoc lai vdi loi ich chung cua xa hoi Cac chuong trinh khuyen mai du co hap dan nhu the nao di chang nua ma khong dam bao duoc chat luong cua san pham cot loi thi cung chi la vo ich mot khach hang da that vong 99 ve chat lugng Tom lai, viec dam bao mot su trung thuc cong tac xuc tien se tao mot tam ly thuan lgi, mot thai tin tuong cua khach hang viec tiep nhan hang hoa dich vu cua doanh nghiep Mat khac, trung thuc cong tac xuc r •> r x tien the hien trach nhiem cua doanh nghiep doi vdi ngudi tieu dung va nham giu uy tin cho ban than doanh nghiep Viec quang cao khuyen mai thieu trung thuc la dieu toi ky boi le, thudng khach hang chi bi “mac lua” mot lan, sau kho co hy vong khach hang se tro lai vdi doanh nghiep va khong nhung the uy tin cua doanh nghiep cung de bi cuon di cung vdi nhung ldi le quang cao thieu trung thuc nhung nudc ma luat quang cao va luat bao ve ngudi tieu dung da di vao nen nep thi quang cao trung thuc la nghia vu bat buoc cua doanh nghiep nham dam bao y y y r tinh phap ly cua chuong trinh quang cao, dong thdi nham bao ve quyen lgi thiet thuc va chinh dang cua ngudi tieu dung Cuoi cung de cong tac xuc tien co the phat trien dung hudng, on dinh, co hieu qua va tranh dugc nhung vap vap, phai chang da den luc can co mot to chuc cua ngudi lam cong tac xuc tien To chuc se la dau moi giai quyet cac khuc mac tung thdi ky cua xuc tien Ngoai no thuc day su hgp tac cua cac ban nganh co trach nhiem nham giup cho cac cong tac xuc tien phat trien tot hon tranh dugc nhung sai sot khong dang co 100 KET LUAN • Nen kinh te Viet Nam dang phat trien hoi nhap va canh tranh cang gay gat hon, co nhieu thach thuc chd don cac doanh nghiep La mot dai dien non tre cua Hang Hang khong Quoc gia Viet Nam, Van phong Khu vuc Mien Bac cung dang trai qua nhung thu thach Van phong Khu vuc Mien Bac da phai no luc het minh de tranh thu tung thi phan tren thi trudng van tai, nhd ma 15 nam qua, Van phong da dong gop mot phan khong nhd vao cong chung cua Vietnam Airlines De dat duoc nhung tuu nhung nam qua la mot su co gang khong ngung cua toan the can bo, cong nhan vien cua toan the Van phong va cung nhd su quan tam dac biet cua Hang Hang khong Quoc gia Viet Nam va cac co quan trung uong, dia phuong \ r x r •> tai thi trudng khu vuc mien Bac Van phong Khu vuc Mien Bac da tung budc khang dinh va nang cao vi the cua Vietnam Airlines tai thi trudng khu vuc thong qua viec tien hanh hoat dong Marketing, cu the la cong tac xuc tien Nhd co cong tac xuc tien ma cho den thi phan cua Hang khong Viet Nam da dat muc 92% thi trudng van tai nudc va 8% thi trudng van tai khu vuc Sau da tim hieu cong tac xuc tien ban san pham van tai hanh khach tai Van phong Khu vuc Mien Bac, luan van co trinh bay mot so giai phap nham hoan thien hon nua hoat dong Hy vong nhung giai phap co the gop mot phan giup Van phong xay dung mot cong nghe xuc tien thuong mai hoan thien gop phan tang hieu suat hoat dong kinh doanh cua Van phong noi rieng va cua Tong cong ty Hang khong Viet Nam noi chung 101 DANH MUC TAI LIEU THAM KHAO • • TIENG VIET Dang Dinh Dao - Hoang Due Than - Giao trinh Kinh te thuang mai - Nha xuat ban Thong ke (2010) Hoang Minh Duomg - Nguyen Thua Loe - Giao trinh Quan tri doanh nghiep thuang mai - Nha xuat ban Giao due (2010) Nguyen Thi Xuan Huong -Xuc tien ban hang kinh doanh thuang mai a Viet Nam (Nhtrng van de ly luan va thuc tien)-Nha xuat ban thong ke(2001) Luu Van Nghiem - Marketing kinh doanh dich vu - Nha xuat ban Thong ke (2010) Philip Kotler - Marketing can ban - Nha xuat ban thong ke (2010) Philip Kotler - Quan tri Marketing - Nha xuat ban Thong ke (2010) Nguyen Xuan Quang (Chu bien) - Giao trinh Marketing Thuang mai - Nha xuat ban Thong ke (2008) Lai Xuan Thanh - Hang khdng dan dung Viet Nam: Nhung chang dudng lich su - Nha xuat ban Chinh tri quoc gia, 2000 Tong cong ty Hang khong Viet Nam - Bao cao thi trudng van tdi Hanh khach hang khdng khu vuc Mien Bac — giai doan 2005-2010 10 Tong cong ty Hang khdng Viet Nam - Chien lucre phat trien Hang Hang khdng Qudc gia Viet Nam den nam 2015 11 Tong cong ty Hang khong Viet Nam - Ke hoach ban nam 2012 cua Van phdng khu vuc Mien Bac Tai lieu Ban Tiep thi Hanh khach •> r _ 12 Tong cong ty Hang khong Viet Nam - Ke hoach ban nam 2012 cua Van phong khu vuc Mien Bac Tai lieu Van phdng khu vurc Mien Bac 102 13 Tong cong ty Hang khong Viet Nam - Ke hoach tiep thi cac nam 2010 -2015 cua Van phdng khu vice Mien Bac r f r 14 Tdng cong ty Hang khong Viet Nam -Quy che hoat dong cua he thdng bcm san pham van chuyen hanh khach, hanh ly, hang hoa va buu kien cua Hang hang khdng Qudc gia Viet Nam 15 Tong cong ty Hang khdng Viet Nam - Quy dinh 469/HKVN ve cap ve mien giam cudc va ve gid giam hoat dong xuc tien thuong mai hanh khach cua Hang Khdng Viet Nam 16 Tdng cdng ty Hang khdng Viet Nam - Quy dinh 495/HKVN ve viec quan ly, thuc hien hoat dong xuc tien thuong mai ban van chuyen hanh khach va hang hoa - Tdng cdng ty Hang khdng Viet Nam 17 Tdng cdng ty Hang khdng Viet Nam - Quy trinh lap va theo ddi ke hoach tiep thi Tai lieu Van phong khu vuc Mien Bac 18 Tdng cdng ty Hang khdng Viet Nam - Quy trinh trien khai cac hoat dong xuc tien thuong mai Tai lieu Van phong khu vuc Mien Bac 19 Tdng cdng ty Hang khdng Viet Nam - Quyet dinh so 1399/QD-TCTHK •y •> r 29/04/1999 ve viec phe chuan quy che td chuc va hoat dong cua Van phdng khu vuc Mien Bac 20 Tdng cdng ty Hang khdng Viet Nam - Quyet dinh so 165/HKVN cua Tdng r r \ giam doc Hang hang khdng Qudc gia Viet Nam ve viec lap Van phdng khu vuc Mien Bac TIENG ANH 21 ASIA Economic Review (2011) 22 Association ofAsia Pacific Airlines, AAPA (2011) - Annual Reports 2011 23 Association ofAsia Pacific Airlines, AAPA (2010) - Annual Reports 2010 103 24 Association ofAsia Pacific Airlines, AAPA (2009) - Annual Reports 2009 25 Air Transpotation World-ATW (2011) — Overview 2011 26 Rhoades Dawnal (2006) - “20 years of Service Quality Performance in the US Airlines Industries ” - www.emaraldinsight.com 27 IATA (2010) - IATA Annual Reports 28 Rigas Doganis (2008), Fling Off Course- The Economics ofInternational Airlines, Routlledge London and New York Publisher 29 Taylor Mill (2006), Service Quality Analysis, Mucell Publisher Ltd 30 John C.Driver (2001), Airlines Marketing in Regulatory Context, Nathan Publisher