Giải pháp hoàn thiện hoạt động xúc tiến thương mại tại văn phòng khu vực miền bắc tổng công ty hàng không việt nam

NGUYEN KHANH QUOC loan VAN THAC SY KINH T£ BO GIAO DUC VA DAO TAO TRUING DAI HOC KINH TE QUOC DAN HA NOI LJ NGUYfN KHANH QUOC GIAI PHAP HOAN THIEN HOAT DONG XUC TIEN THVONG MAI TAI VAN PHONG KHU VtfC MIEN BAC • • • TONG CONG TY HANG KHONG VIET NAM Chuyen nganh: Kinh te Thiiong mai LUAN VAN THAC SY KINH TE NGUdl HUdNG DAN KHOA HOC: PGS TS Nguyen Duy Bot TM Bi HA N()I - 2003 I MUC • LUC • Trang PHAN MO DAU I Cllliong 1: MOT SO LY LU AN CO BAN VE HOAT DONG XUC TIEN THUONG MAI TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP Xue tien thirong mai va vai tro cua no hoat dong kinh doanh I I 1.1.1 Khai niem xue tien thirong mai I 1.1.2 Vai tro cua xue tien thirong mai hoat dong kinh doanh cua doanh nghiep.3 Nhirng noi dung co’ ban cua xue tien thirong mai hoat dong kinh doanh cua 1.2 doanh nghiep 1.2.1 Quang cao 1.2.1.1 Lira chon phirong tien quang cao 1.2.1.2 Dac trirng co ban cua quang cao: 1.2.1.3 Pham vi va tarn hieu lire cua quang cao: 1.2.1.4 Uu va nhirpc diem cua quang cao: 1.2.2 Khuyen mai 10 1.2.2.1 Muc tieu khuyen mai: .10 1.2.2.2 Cac h'rnh thu’e khuyen mai: 1 1.2.2.3 Dac diem cua h'rnh thu’e khuyen mai : 12 1.2.3 Ban hang trirc tiep 13 '2.3.1 Cat hinh thu’e ban hang trirc tiep 13 1.2.3.2 Dac trirng cua ban hang trirc tiep 13 1.2.3.3 Tam quan cua ban hang trirc tiep: 13 1.2.4 Tham gia hoi chp va trien lam 14 1.2.5 Quan he cong chiing va cac hoat dong khuyech trirong khac 15 1.3 Quy tr'inh trien khai cac noi dung cua xue tien thirong mai hoat dong kinh doanh cua doanh nghiep 16 1.3.1 Nghien cirii muc tieu va cac nhan to anh hirong den cong tac xue tien thirong mai cua doanh nghiep 16 1.3.1.1 Muc lieu cong tac xue tien thirong mai cua doanh nghiep 16 1.3.1.2 Cac nhan to anh hirong den cong tac xue tien thirong mai cua doanh nghiep 17 // 1.3.2 Xac dinh muc tieu cua xuc tien thirong mai 18 1.3.3 Hoach dinh ngan sach xuc tien thirong mai 20 1.3.3.1 Cac phirong phap xac dinh ngan sach xuc tien 20 1.3.3.2 Phirong phap phan bd ngan sach cho tirng cong tac xuc tien 22 1.3.4 Xac dinh tap khach hang - ngirbi nhan tin diem 22 1.3.5 Lira chon cac cong cu xuc tien 23 1.3.5.1 Quang cao: 23 1.3.5.2 Khuyen mai 25 1.3.5.3 Ban hang trite tiep: 25 1.3.5.4 Quan he cong chiing, tuyen truyen cd dong: 1.3.5.5 Uu nhirpe diem cua cac cong cu xuc tien 26 26 1.3.6 Lira chon va thiet ke thong diep 26 1.3.6.1 Lira chon noi dung thong diep 28 1.3.6.2 Lira chon caii true thong diep 28 1.3.6.3 Hinh thirc thong diep: 29 1.3.7 Trien khai thirc hien chuong trinh xuc tien thirong mai 29 1.3.8 Kiem tra va danh gia ket qua cua cong tac xuc tien 30 Dac diem kinh doanh van tai Hang khong va yeu cau dat cho hoat dong xuc tien 1.4 thirong mai cua Doanh nghiep kinh doanh van tai hang khong 32 1.4.1 Dac diem hoat dong kinh doanh van tai hang khong .32 1.4.2 Yeu cdu cua cong tac xuc tien thirong mai kinh doanh van tai hang khong 35 Chuong II : THUC TRANG HOAT DONG XUC TIEN THUONG MAI TAI VAN PHONG KHU VUC MIEN BAC THUOC TONG CONG TY HANG KHONG VIET NAM 37 2.1 Khai quat ve Van phong khu virc Mien BSc- TCT HKVN 37 2.1.1 Lich sir hinh thanh, phat trien cua Van phong khu virc Mien Bac 37 2.1.2 Chiic nang va nhiem vu cua Van phong khu virc mien Bac 37 2.1.3 Bp may to chuc va quan ly cua Van phong khu virc Midn Bac 39 2.1.4 Dac diem hoat dong kinh doanh cua Van phong khu virc mien Bac 40 2.2 Ket qua hoat dong kinh doanh cua Van phong khu virc midn Bac - TCT HKVN thdi gian gan day 41 2.3 Phan tich thuc trang hoat dong xuc tien thirong mai tai Van phong khu virc mien Brie - TCT HKVN 45 Ill 2.3.1 Phan tich thirc trang cong tac xuc tien tai Van phong khu vuc mien Bac 45 2.3.1.1 Phan tich cong tac xac dinh muc tieu xuc tien 45 2.3.1.2 Phan tich cong tac hoach dinh ngan sach xuc tien 46 2.3.1.3 Phan tfch cong tac lua chon khach hang - ngudi nhan tin diem 50 2.3.1.4 Phan tich cong tac lira chon va sir dung cac cong cu xuc tien 53 2.3.1.5 Phan tich cong tac trien khai thirc hien chirong trinh xuc tien 69 2.3.1.6 Phan tich cong tac kiem tra va danh gia ket qua cira cong tac xuc tien 70 2.4 Nhirng thuan Ipi va kho khan hoat dong xuc tien tai Van phong khu virc Mitin Bac-Tong cong ty Hang khong Viet nam 71 2.5 Nhirng van dP dat can hoan thien ’ 77 Chuang HI: CAC GIAI PHAP HOAN THIEN HOAT DONG XUC TIEN THUONG MAI TAI VAN PHONG KHU VUC MIEN BAC - TONG CONG TY HANG KHONG VIET NAM 78 3.1 Dinh hirdng chien lucre phat trien ciia Van phong khu virc Mien Bac 78 3.1.1 Hoan thien bp may td chuc va nguon nhan lire 79 3.1.1.1 Vp phia to chirc: 79 3.1.1.2 VP phia nhan vien: 79 3.1.2 Hoan thien co so vat chatky thuat va dftutu 80 3.1.3 Phat trien ddng bp thi trudng 82 3.2 Giai phap hoan thien hoat dong xuc tien thuong mai tai Van phong khu virc MiPn Bac thuoc Tong cong ty Hang khong Viet nam 82 3.2.1 Xac dinh rd muc dich cira cac chirong trinh xuc tien 82 3.2.2 Bao dam kip thoi ngan sach danh cho xuc tien 83 3.2.3 Da dang hoa doi moi noi dung cac loai hlnh xuc tien 85 3.2.4 Tang cuong he thong thong tin phan hoi va thong tin ve cac doi thii canh tranh.90 3.2.5 Ap dung ky thuat ve quan tri vao viec trien khai chirong trinh xuc tien 90 3.2.6 Phoi hop chat che cac hoat dong xuc tien de co thP dat dupe hieu qua cao nhat.91 3.2.7 Cai lien cong tac danh gia chuong trinh xuc tien 92 3.3 Dieu kien thirc hien cac giai phap 93 3.3.1 Ve phia Van phong khu vuc mien Bac 93 3.3.2 Doi vdi bp phan lam Marketing chien lupc ciia Tdng cong ty 96 3.3.3 Doi vdi Nha nude viec tao lap moi trudng 96 3.3.3.1 Tang cuong sir hd tip ciia Nha nude 96 3.3.3.2 Tang cuong he thong quan ly hoat dong xuc tien 100 /V DANH MUC BANG VA BIEU DO TRONG LUAN VAN DANH MUC BANG Trang Bang 1.1 So sanh uu nhuccc diem cacc phuong tien quang cao chu yeu Bang 1.2 So sanh uui nhuccc dim calc cong cu xue tien 27 Bang 2.1 San ln'o'ng ban chung tii van chuye’n hamh khach qua Lacc nam 42 cua Van phong khu vuc mien Bac J Bang 2.2 Doanh so ban cua Vnn phong khii vice mtidn Bdc qua cac nam 43 Bang 2.3 Toe tang truong doanh s6 ban quoc te cua Van phong khu 43 vu'c miin Bdc qua cac nam Bang 2.4 Th i phan quoc te cua Van phong Khu vuc mien Bdc cac 44 nam Bang 2.5 Soo sanh ngan sach xue tien cua Van phong khu vuc mien Bdc 48 va tong doanh so ban nam trubc qua cac nam Bang 2.6 Co cau khach thi truong noi daai 50 Bang 2.7 Co cau khach theo muc dich cua Vane phong khu vuc mien 51 Bac nam 2002 Bang 2.8 Ch i phi danh cho cccnng tac quang cao cua Vain phong khu vuc 55 miin Bdc nam 2002 Bang 2.9 Tinh hiir^h su dung quy ve khuyen mai cua Van phong khu 59 vuc miin Bdc nhung nam qua Bang 2.10 Ty dloanh ban cua phong ve tong doanh so ban 66 cua Van phong khu vuc Mien Bdc qua cac nam Bang 2.11 Ngain sach danh cho hoai dong quan he cong chung tai i Van phong khu vuc mien Bdc 68 V DANH MUC HINH, BIEU DO Trang Hinh 1.1 Mo hinh xuc tien thirong mai Hinh 1.2 Quy thnh xac d}nh muc tieu cua xuc tien 19 Hinh 1.3 Nhii’ng quyei dmh quang cao 24 Hinh 2.1 Ngan sach danh cho cong tac xuc tien tac Vanphong midn Bac 47 Ty tia._ng‘c Ngan sach chi cho tirng cong cuxuc tien ban san 49 qua cac nam Hinh 2.2 pham van tst hanh khach cua Van phong khu vuc m^n Bac nam 2002 Hinh 2.3 Do hi i phan tlch co cau khach theo muc dfch cua Van phong 51 khu vuc m^n Bac nam 2002 Hinh 2.4 Co ca'u khach theo muc dfch cua Van phong khu vuc miirn Bac 52 nam 2002 Hinh 2.5 Quy ti^mh jilujc vu k^hidc^h hang tai phong ban ve true tiep cua Van phong khu vuc M^n Bac 64 VI Jt ''' PHAN MH HAU Sir can tliiielt cua de tai nghien cuu: Cong cuoc ddi moi cua dat nu’dc ta 15 nam qua da tao nhung thach thuc va co hoi lon cho cac Doanh nghiep phat trien co Tong cong ty Hang khong Viet Nam La mot nhung nganh kinh te quan nhat cua dat nuoc, nganh Hang khong dan dung Viet Nam da duoc lap tu' nam 1956, nhien chi den nam hc :o Tinh gia Ixtogi.i then EZ xuat ve hanh khach AD/ID doi gia han \e: xual ve hanh ly qua cudc nang hang Hoan ve STB xual hoac cac trudng hap bat thudng (phoi Pax dia phiiong hdpOCC) Thu dcii ngoai te Thong tinphiin hoi tiep nhan form GLP; record lei niang ban Cung cap thong tin: dal xac nhan chd Pax dia phirong Tinh gia bao gia theo EZ xual ve hanh khach AD/1D ddi gia han ve: xual ve hanh 1< qua cudc nang hang Hoan ve phdng ve le xual hoac cac trudng hop bat th iron g Cung cap thong tin: dat xac nhan chd Tinh gia bao gia theo EZ: xual ve hanh khach doi, gia han ve; xual xe hanh ly qua cudc: nang hang: xual PTA di/den: xual VN Holidays: xual ve AD/AD ve hanh ly qua cudc khuyen mai: kiem tra ciiung tir da xual ciia ca doi Pax dia phirong Walk - in Dai ly Cung cap thong tin: dat xac nhan chd NSNN Tinh gia bao gia lheo EZ va mau rieng NSNN:xuat ve h/khach ve ihudng GLP; dcii gia han ve; nang hang; cho no va theo doi loan CA Dua ve thong tin phan hoi Hoan ve quay xuat; tiep nhan form GLP: record Idi mang ban TEL.SALES Walk - in VN Holiday Mailing ticket, chuyein Respond hOng bao Kk tinh gia trudng hop phuc tap Bao gia bao SC GLP C Khach le, Dai ly Khach da cd cho Thong tin chung lich bay gia Dat chd Huy chd d