Giải pháp mở rộng thị trường của hãng hàng không quốc gia việt nam

Ft ■ 843 DHKTQD >- ««:v eH~vy* > W T O' o W-> o ■awAj*' \N DAMM MUC TAI LIEU TMAM KMAO t 73 73 74 77 77 78 79 81 85 85 89 93 95 97 97 101 103 Tinh cap thief cua de tai: Trong nhirng nam gan day, nen kinh te nude ta da co nhirng chuyen hien tich cue, tir nen kinh te hien vat sang nen kinh te hang hoa, tir co che quan ly lap trung bao cap sang hach toan kinh doanh XHCN Hoat dong co che thi trudng dudi sir quan ly cua Nha nude, cac doanh nghiep thuc su trd chii the kinh doanh cua qua trinh tai san xuat va lim tdi khach hang tieu thu san pham cua minh Gib day, phuong cham chi phO'i hanh dong cua cac doanh nghiep la ” San xuat va dua thi tnrdng cai ma thi trudng can chtr khong phai la cai ma doanh nghiep co” Dieu chung to rang thi trudng la chiec cau noi giua san xuat va tieu dung, la khau quan nhat qua trinh tai san xuat hang hoa cua doanh nghiep Cling vdi su phal trien ve moi mat va sir di len ciia toan xa hdi, nganh hang khong Viet Nam duqc danh gia la mot nhirng nganh mui nhon cua nen kinh te quoc dan Nhan thuc dirqc dieu nay, nhirng nam gan day nganh hang khdng Viet Nam da khong ngirng chuyen hien de xirng dang vdi vi tri chien luqc cua minh Song lam the nao de day manh sir phat trien cua nganh hang khong, mo rong thi trudng ciia hang khdng Viet Nam dac diet la cac dirbng bay tren the gidi la van de dang duqc dat cho hang hang khdng quoc gia Viet Nam Bdi le moi trudng kinh doanh van tai hang khong co diem dac thii la canh tranh mang tinh chat quoc te, nganh hang khdng Viet Nam noi chung va hang hang khdng quoc gia Viet Nam noi rieng phai ddi mat vdi cac ddi thii rat giau kinh nghiem, giau manh ca ve tiem lire va danh tieng De vuqt qua duqc nhirng thir thach ddi hdi nganh hang khdng Viet Nam noi chung va hang hang khdng quoc gia Viet Nam noi rieng phai tim cho minh dudng di nude budc dung dan hieu qua Mot nhirng birdc di chinh la vice hdi nhap va mb rong thi trudng quoc te cua hang, tan dung lqi the va khftc phuc nhirng yeu diem Tir nhirng phan tich tren, tdi rat tarn dac vdi de tai ”Giai phap mb rong thi trudng cua va thuc tidn ddi vdi hang hang khdng quoc gia Viet Nam Muc dich nghien cuu cua de tdi: - Ve mat ly luan: Tac gia mong muon he thong hoa lai nhimg van de eo ban ve thi trubng, mb rong thi tnrbng cua cac doanh nghiep noi ehung va doanh nghiep van tai hang khong noi rieng - Ve mat thuc tien: de tai di sau phan tfch thuc trang thi trubng, kha nang mb rong thi trubng eua hang hang khong quoc gia Viet nam , tren eo sb manh dan dua mol sb giai phap gop phan mb rong thi trubng eua hang Doi tuqng va pham vi nghien cuu: - Doi tuung nghien cun: Thi trubng van tai hanh khach va bien phap mb rong thi trubng van tai hanh khach eua hang hang khong quoc gia Viet Nam - Pham vi nghien cuu: Hang hang khong quoc gia Viet Nam Phuong phap nghien cuu: Luan van sir dung phuong phap thong ke, phuong phap phan tfch va tong hop, phuong phap dibn dich va quy nap de van dung nhimg van de ly luan nham phan tfch danh gia thuc trang thi trubng va kha nang mb rong thi trubng cua hang lit rut nhimg dinh hirbng, de xuat hubng giai quyet cac van de dat Dong gop cua luan van: - He thong hoa cac van de ly luan co ban ve thi trubng cua cac doanh nghiep noi chung va cua doanh nghiep van tai hang khong noi rieng - Danh gia thuc trang thi trubng va kha nang mb rong thi trubng cua hang hang khong qubc gia Viet Nam, tren co sb chi nhimg iru the va yeu diem viec mb rong thi trubng cua hang - De xuat cac giai phap hieu qua de gop phan mb rong thi trubng cua hang hang khbng qubc gia Viet nam, gop phan xay mbt tap doan hang khbng dan dung Viet Nam phat trien manh Ket cau cua luan van: Ngoai phan mb dau, ket luan, danh muc tai lieu tham khao, phu luc, luan van gbm chuong: Chuong I: Khbng ngihig mb rong thi trubng la van de song cua doanh nghiep Chuong II: Phan tfch thuc trang thi trubng cua hang hang khbng qubc gia Viet nam Chuong III: Giai phap mb rong thi trubng cua hang hang khbng qubc gia Viet nam CHUONGI KHONG NGU'NG Md RONG THI TRl'ONG S A?" V ZN LA VAN DE SONG CON CUA DOANH NGHIEP 1.1 Thi trudng cua doanh nghiep 1.1.1 Khai niem thi trudng [ Trfch dan y tudng 18, tr 15-17] Hien co rat nhieu quan niem ve thi trudng, vi vay phan tac gia chi de cap nhung khai niem bien ve thi trudng sau: - Thi trudng la mot qua trinh ngudi mua va ngudi ban tac dong qua lai de xac dinh gia ca va so luqng hang hoa Nhu vay khai niem de cap den dac trung cua thi trudng la tat ca moi hoat dong kinh te didn khong co su bat buoc hoac digu khien , tap • trung Cac nha kinh doanh va - ngudi tieu dung deu gap d thi trudng de xac dinh gia ca san pham va san luqng Thi trudng la noi didn hoat dong trao doi hang hoa giua mot ben la ngudi mua va mot ben la ngudi ban - Theo khai niem nay, thi trudng duqc hieu la mot dia diem cu the Thi trudng la pham tru khong tach rdi khai niem phan cong lao dong xa hoi va theo - C.Mac thi: “ He d dau va nao co su phan cong xa hoi va co nen san xuat hang hoa thi d co thi trudng” Thi trudng chang qua chi la su bieu hien cua phan cong lao dong xa hoi va do no co the phat trien den vo cung Thi trudng la bieu hien cua qua trinh ma thong qua the hien cac quyet dinh cua ngudi tieu dung ve hang hoa dich vu cung nhu cac quyet dinh cua doanh nghiep ve san xuat cai gi, san xuat nhu the' nao, san xuat cho - Thi trudng la su ket hqp cung va cau nhung ngudi mua va nhung ngudi ban binh dang, cung canh tranh So luqng ngudi mua va ngudi ban nhieu hay it phan anh quy mo thi trudng ldn hay nho Nhu vay, khai niem the hien ro hon moi quan he giua ngudi ban va ngudi mua la viec xac dinh mua hay ban hang hoa va dich vu vdi khoi luqng va gia ca bao nhieu cung va cau quyet dinh Th ta thay thi trudng la noi thuc hien su ket hqp chat che giua san xuat va tieu thu hang hoa Tom lai, ta co the hieu mot cach tong quat nhat la thi trudng la mot qua trinh ngudi mua va ngudi ban tac dong qua lai de xac dinh gia ca va so luqng hang hoa 1.1.2 Phan loai thi trudng Hien kinh doanh ngudi ta dua vao nhieu tieu thiic khac de phan loai thi trudng: * Tren goc vi tri cua luu thong hang hod va dich vu - Can cu: vao pham vi quan he mua ban ve lanh tho, chia thi tnrong nude va nude ngoai ( thi trudng the gidi) Trong do, thi tnrdng nude tiep tuc duoc chia cac thi tnrdng vung Str phan chia chi cd y nghia Itrong doi nen kinh le the gidi dang tien tdi qua trinh nhat the hoa, su phan cong lao dong quoc te cang sau sSc da hien kinh te mdi nude mol mat xfch he thong kinh le the gidi Do vay giua cac thi tnrdng cd su tac dong qua lai va cd mdi quan he mat thiet vdi - Can cu: vao vai tro cua tdng khu vuc thi trudng he thong thi trudng, chia thi trudng thi tnrdng chfnh va thi tnrdng nhanh Thi trudng chfnh cd khdi luo'ng hang hoa lieu thu chiem luyet dai bo phan, hoac chiem ty ldn khdi luqng hang hoa tieu thu tren tat ca thi tnrdng Str canh tranh de chiem thi tnrdng chfnh rat quyet liet * Tren goc doi tuong cua luu thong hang hod va dich vu - Thi trudng hang hod: gom thi trudng tir lieu san xuat, thi tnrdng vat pham tieu dung, thi trudng hang noi, thi trudng hang ngoai, thi trudng hang cao cdp, thi tnrdng hang thong dung, thi trudng lao dong - Thi trudng tien te: thi tnrdng von, thi trudng tien Viet Nam, thi trudng tien ngoai le manh * Tren goc chuyen mon hod san xuat va kinh doanh - Thi trudng hang cong nghiep, tieu thu cong nghiep - Thi trudng hang lam san, nong san, thuy san - Thi trudng hang ca khi, hod chat, dien tu, vat lieu xay dung * Tren goc Ifnh chat cua thi trudng - Thi trudng nguoi mua, thi trudng ngudi bam dirqc phan loai can ctr vao vai tro cua ngudi mua va ngudi ban Trong do, neu ngudi ban co vai tro quyet dinh thi la thi trudng ngudi ban, nguqc lai la thi trudng ngudi mua Thuc te hai loai thi tnrdng khong ton tai rieng biel ma ve cof ban da dan xen the hien qua quan he cung cau Thi trudng doc quyen, thi trudng canh tranh - Thi trudng dau vao, thi trudng dau De nghien cuu mot each co hieu qua mdi loai thi trudng tren, cac doanh nghiep can phai nSm chdc cac net dac trung cua mdi loai thi tnrdng cung nhu cac nhan to quan ly vi mb, luat phap, tap quan, thong le va ngoai nude ve bubn ban, phuong thuc mua ban, phuong thuc toan, phuong thiic van chuyen, xu hudng phat trien cua lung loai thi trudng vong canh tranh nhu: QF( Quantas airway- Uc), MH( Malaysia airlines), TG( Thai airway), SQ( Singapore airlines) Gia ve canh tranh den SYD/MEL Hang TT VNA Khdng cd 800$OW TG Ydac biet Y C - 1050$YEE3M - 1000 $YEE60 600$OW - 950$HEE60 600$OW 1550$RT CX 1225$OW 580$OW - 950$KEE60 SQ 800$OW 600$OW - 1050$YEE90 MH 800$OW 635$OW - 980$YEE60 Qua phan tich G tren cho thay hien cac hang hang khong tang cudng canh tranh ve gia ve de gianh khach va tan dung nguon tien nhanh Tuy nhien, su chenh lech ve gia ve co the vi nhieu nguyen nhan, vf du cac dai ly nang gia ve qua trinh ban dSn tdi VNA gap phai mot so kho khan viec canh tranh vdi cac hang hang khong khac tren mot so dudng bay, lam giam kha nang md rong thi trudng cua hang Dieu ddi hdi VNA can xay dung mot co che ap dung gia linh hoat hon, dieu chinh gia nhanh nhay kip thdi vdi nhung bien dong cua thi trudng, vdi nhung thay doi ve chinh sach gia cua ddi thu Ben canh do, VNA can ap dung cong chinh sach phan biet gia hon nua ddi vdi dich vu van tai hanh khach: phan chia cac hang ghe( cac mdc gia cudc) de phuc vu tot hon ddi vdi cac ddi tuong hanh khach tuong ling, mot mat tao dieu kien phan loai va phat trien chat luqng dich vu mat khac hang cd the dap ung mot each thiet thuc nhat cac nhu cau chinh dang cua nhom hanh khach khac dd thdng qua md rong thi trudng hanh khach nham tang kha nang canh tranh tren cac dudng bay qudc te De lam duqc dieu nay, VNA can to chu:c nghien cuu ky hon nhu cau hanh khach dac biet la nhom khach hang truyen thdng ve thu nhap, nhu cau ve chat luqng cung nhu gia cudc dich vu de cd the ap dung nhieu mdc gia khac Hon nua, nhu cau di lai cua hanh khach ndi chung va khach di may bay ndi rieng cd tinh mua vu rd ret ddn den viec cung ung san pham cua cac hang hang khdng thudng bi mat can ddi, gay nhung kho khan cho cac hang hang khong ddng thdi lang phi cua cai vat chat xa hoi, vi vay VNA can ban hanh gia ve sdm hon cho mdi mua de tang kha nang gom khach cua dai ly Ddi vdi cac dudng bay noi dia, hien d Viet Nam, mdc thu nhap binh quan cua ngudi dan cang tang len, dieu kien song duqc cai thien ddng thdi nhu cau di lai cua 91 ngudi dan cang ldn Neu nhu trudc day, viec di lai chu yeu la phuc vu cho cdng viec va mot so nho ket hop nghi phep, tham than thi hien nay, muc dich di lai cua ngudi dan da trd nen phong phu hon rat nhieu, di nghi nhieu va di du lich nhieu hon Chinh su phong phu da dang muc dich di lai da tao nhung dac tinh rat khac biet viec di lai cua moi ngudi, dien hinh nhat la tinh mua vu Trong cung mot ngay, nhieu chuyen bay ludn day ap khdng the nhan them duoc mOt khach nao nhieu chuyen bay lai cat canh vdi rat nhieu chd tro'ng( vi du: cac chuyen bay tren truc chinh Ha Noi- T.p Ho Chi Minh khoang td 10 gid de'n 18 gid ludn co ti le dat chd rat cao: 85-100%, cac chuyen bay khdi hanh sau 19 gid to'i lai thudng rat vang khach, ti le dat giu chd chi vao khoang 60%) Tren thuc te', tren cac chuyen bay vao ban da day, co nhung hanh khach khdng bat buoc phai di chuyen ma co the di vao chuyen khac ngay( buoi toi chang han), di lai khdng gap gap, khdng vi muc dich cdng vu( nhu di nghi phep, tham than, nghi mat ), nhung hanh khach lai thudng de dat chd tren cac chuyen bay ke' hoach di lai cua ho duoc dat tu trudc, co nhung hanh khach co nhu cau di lai thuc su gap gap thi lai kho dat chd vao cac chuye'n ban Chinh su mat can doi nhu cau di lai da va dang gay nhieu kho khan cho VNA xay dung san pham, bo tri lich bay, may bay De giai quyet tinh trang nay, co the co nhieu bien phap nhu: tang cudng them may bay, tang tai cung ung cho cac chuye'n bay ban nhung de lam duoc nhu vay can phai co cdng tac du bao tot va phai co mot tiem luc doi dao ve doi may bay, nhan luc( to lai, tiep vien, nhan vien phuc vu ) va cac dich vu hd tro khac ma khdng phai hang hang khdng nao cung dap Ung duoc Do vay VNA can co nhung bien phap don gian va thiet thuc hon nham keo gian nhu cau cua khach, hudng khach di vao nhung chuyen bay buoi td'i va de danh chd cho nhung ngudi thuc su co nhu cau Mot san pham nhu vay can bao gom hai yeu to chinh: gia ca va su thuan tien Vdi mot mUc gia dac biet cho cac chuyen bay toi thap hon mUc gia thdng thudng( bao gom ca nhung dieu kien rang buoc di kem nhu thdi han dat chd, mua ve, thdi han dung to'i thieu, toi da ) nhung ngudi di lai vi muc dich ca nhan se co can nhac ky luong hon lua chon chuyen bay vao nhung chuyen toi dO giam bdt chi phi di lai cua minh Viec tien hanh da dang hoa gia cudc co uu diem la: doi vdi khach tu bo tien mua ve co co hoi de su dung dich vu vdi chi phi tiet kiem hon, doi vdi khach cdng vu hoac co viec gap phai di lai thi kha nang duoc dap Ung nhu cdu tang len( co chd khach muon), doi vdi hang hang khdng co co hoi to't hon de co ke' hoach dap Ung nhu cau cua khach dong thdi tan dung duoc tai thua cua cac chuye'n bay vao gid thap diem Tuy nhien, de co the lam duoc dieu doi hoi hang phai co nhung nghien cUu va tim hieu, phan tich thi trudng mot cach nghiem tuc, nghien cUu va 92 xay dung phuong an da dang hoa san pham hop ly thi mdi co the thu hut hanh khach tham gia tfch cuc vao cong cuoc cai each cua hang duoc [Trfch din y tuong 12, trang 107­ 109] 3.2.4.3 Chinh sach phan phoi Hien nay, VNA thuc hien viec tieu thu san pham thong qua cac hinh thuc chu yeu: qua dai ly( gian tiep) va qua phong ve( truc tiep) Ngoai co cac kenh tieu thu khac nhu: qua cac cong ty lao dong, qua cac cong ty du lich, qua CA( Corporate Account) - la khach hang ldn, khach hang quan co dong gop mot doanh so nhat dinh tOng doanh thu cua hang hang thang hoac hang quy, CA thudng co nguon khach on dinh co ky ket hop dong vdi VNA( nhung CA gom: UNDP, TCT dau khf, WB ) BANG 26: TINH HINH TIEU THU QUA CAC KENH U THI TRUONG NOI DIA CUA VNA 2002 STT % doanh so Kenh tieu thu Phong ve Cac dai ly CA( Corporate Account) Cong ty du lich 5' Cong ty lao dong Nguon: Ban ke hoach thi trudng [3] 70% 10% * 5% 5% 10% Van phong khu vuc v Khach doan Khach doan Khach NSNN Khach lao dong Khach doan Khach du hoc SO DO 2: CAU TRUC MANG BAN CUA VNA TAI THI TRUONG VIET NAM 93 Trong thdi gian tdi, de san phdm cua VNA co the bao phu tot hon ve mat thi trudng va dia ly, dam bao cho gia, chd va thong tin den dung doi tuong, thdi diem, thuan tien; VNA can khang dinh vai tro cua kenh dai ly he thong kenh phan phoi tren thi trudng noi dia, phat trien them dai ly tai cac tinh Do'i vdi thi trudng qud'c te, he thong ban cua VNA la thong qua cac tong dai ly (TDL), dai ly (DL) va van phong dai dien (VPDD) Mot nhung yeu to giup cho VNA dat duoc ket qua tot viec khai thac tai thi trudng chau Au la viec thiet lap mot mang phan phoi phu hop Tuy nhien, qua phan tfch va danh gia mang ban cua VNA nhung nam qua d thi trudng ngoai nudc thi he thdng ban co nhung han che va chua thuc su canh tranh vdi cac hang hang khong khac cung khai thac, lam anh hudng den kha nang md rong thi trudng cho hang Vi vay, VNA can phai co cac bien phap danh gia lai vai tro, chuc nang cua cac VPDD, cac TDL, cac DL, dua he thong BSP vao mot kenh phan phoi chfnh la mot bien phap nham nang cao kha nang ban cua cac diem ban cua VNA tai thi trudng quoc te Mac du VNA da phat trien hau het cac VPDD d nhung nudc VNA co dudng bay truc tiep den( VPDD tai Phap, VPDD va TDL tai DUc, VPDD tai Nga, TDL tai Zurich )nhung kha nang khai thac cua cac van phong la gap kho khan khau khuyech truong vdi khach hang Vi vay, VNA phai tien hanh dinh ky, xem xet lai tinh hinh hoat dong cua cac loai DL tren thi trudng quoc te', phan tfch dua nguyen nhan cong va that bai de tim bien phap xu ly Cu the: + Doi vai TDL: Cac TDL cua VNA hien hoat dong vdi tu cach thay mat VNA tren thi trudng mot so cdng viec nhu gidi thieu hinh anh, tuyen truyen, quang cao, khuyech truong cho VNA Tuy nhien, hop dong giua TDL vdi VNA hien van chua neu cu the ve viec phan dinh ro rang cac cdng viec nhu quang cao, khuyech truong cho san pham cua VNA Mac du biet duoc rang neu cang ban duoc nhieu ve thi thu nhap cua TDL cang cao nhung viec quang cao, khuyech truong co the la mot su tac dong mot thdi gian dai, khdng co tac dung tuc thi do khdng co su khuyd'n khfch cu the nao doi vdi TDL Vi vay, VNA can quy dinh ro rang ve viec khuyd'n khfch hay bat buoc thuc hien doi vdi cac TDL + Doi vai cac VPDD: ve mat to chuc nhan su, cac nhan vien cua cac VPDD deu la ngudi Viet Nam Nhung de co su am hieu thi trudng mot cach sau sac hon, VNA can tuyen them ngudi ban xu Viec ket hop co the lam cho qua trinh thuc hien nhiem vu, dac biet la cac moi quan he hop tac vdi chfnh quyen sd tai didn suon se hon, dac biet la nhd kinh nghiem cua ngudi ban xuf 94 Ngoai ra, cac VPDD can phai phat huy hon nua vai tro cua minh doi vdi mang ban tren thi trudng, phai thudng xuyen tiep xuc vdi TDL, DL de tim hieu va gay thien cam vdi ho Cac chinh sach ban va phan phd'i cua VNA can phai duoc bien kip thdi, nhanh chong, nang dong de phat dong thi trudng VPDD vin la hat nhan viec gidi thieu, khuyech truong hinh anh cua VNA tren thi trudng, ddng thdi vdi cac cong viec chinh la thu thap va xu ly thong tin, thuc hien viec tim kiem va chi dinh cung nhu giam sat hoat dong cua TDL va DL tren thi trudng 3.2.4.4 Chinh sach truyen thong va khuyen mai Hien nay, tren toan bo cac mang thi trudng cua VNA, cong tac khuyen mai va khuyech truong san ph^m nhieu han che, dieu xuat phat td kha nang tai chinh cung nhu kinh nghiem hoat dong tren linh vuc canh tranh quoc te' cua VNA Theo ke't qua phan tich va danh gia ket qua cua nhung nam trudc cung nhu tinh hinh hien nay, khach hang d thi trudng nudc nhan duoc thong tin nhieu nhat thOng qua quang cao tren truyen hinh, tap chi, sach bao; d thi trudng ngoai nudc nhan duoc thong tin nhieu nhat qua cac tap chi, bai bao Nhu da phan tich d tren, nguon khach chu yeu cua cac tuyen bay quoc te la khach du lich nen cong tac quang cao chu yeu la cac tap chi du lich Trong tinh hinh canh tranh hien nay, nhat la su canh tranh giua cac hang viec tan dung moi kha nang nham thuc hien cong tac quang cao, khuye'n mai den vdi khach hang, VNA can co nhung nd luc thong qua nhieu loai hinh cung dng cdng tac dich vu cung nhu hd tro cho cac dai ly khau quang cao tdi nhan thdc cua khach hang co an tuong tot dep doi vdi VNA Muon vay, VNA c^n phai gianh nhieu ngan sach cho cac chuong trinh hoat dong quang cao khuyech truong va khuyen mai ddi vdi khach hang nha't la mua du lich nam nay, tang cudng hon nua hoat dong quang cao tren cac tap chi, tivi dac biet la tai nudc ngoai nham vao nhung do'i tuong khach hang cu the, dua duoc nhung net doi mdi cua VNA cac chuong trinh du lich cho khach hang cung nhu thong tin ve tan suat bay, lich bay va nhung thay doi viec noi chuye'n Dac biet can nhan manh den su thuan loi cua khach du lich mua cac san pham nh'i chuyen qua Viet Nam, tdc la ho co the ket hop thdi gian tham quan lam thu tuc no'i chuyen ma gia ca phu hop vdi kha nang chi tra cua khach du lich Hon het, hang can dua nhung muc tieu cu the cho chinh sach truyen thong va khuyen mai nam 2003 va cac nam tie'p theo Cu the, muc tieu co the la: + Dam bao thong tin day du ve san phdm, chinh sach cua VNA de'n khach hang + Duy tri quan he chat che vdi cac khach hang truyen thong quan + Tao co hoi thuc day nguon khach mdi 95 Cu the: - Doi vffi cac chuong trinh truyen thong: de cac thong tin den duoc dung doi tuong va co hieu qua, tranh tran lan, thong tin cho khach hang co the duoc lam nhu sau: Doi tuong ngudi - San ph^m, chinh sach cua VNA La ve - Cac chuong trinh khuyen mai mua Phuong thuc truyen tai Noi dung truc tiep - Cac an pham quang cao( sach bao, tap chf ) - Chuong trinh gidi thieu san pham - Cac chuong trinh giao luu Phu trach - San phdm, chfnh sach cua VNA dai ly - Cac cong van, chfnh sach - Tinh hinh, dinh hudng thi trudng - Chuong trinh giao luu - Tinh hinh hoat dong cua dai ly - Hoi nghi khach hang - Hoi thao - Trang WEB - Ban tin hang thang Cac cong - Hinh anh cua Viet Nam - Cac tai lieu, an pham in bang tieng cua dong - San phdm cua VNA cong dong ngudi - Cac chuong trinh khuyen mai - Cac chuong trinh tai tro nudc ngoai - Trang WEB cua cong ddng Phu trach - San pham , chfnh sach cua VNA - Cac an pham quang cao( sach bao, ) di lai cua - Chat luong phuc vu CA - Cac chuong trinh khuyen mai CA - Cac chuong trinh giao luu - Tinh hinh si dung uu dai Cong ty du - San pham , chfnh sach cua VNA lich - - Trang WEB - ThOng bao hang thang - Tai lieu, an pham quang cao - Cac chuong trinh phat dong - ThOng bao ket qua hoat ddng - Tinh hinh dinh hudng thi trudng - Trang WEB Doi vdi cac chuong trinh khuyen mai: hang co the thuc hien : + Cac chuong trinh cham soc khach hang quan trong, truyen thong( co the tang qua khach hang nhan dip nam mdi, noel ) + Cac chuong trinh phat dong mua thap diem + Cac chuong trinh phat dong gidi thieu san phdm mdi + Cac chuong trinh tim kiem khach hang mdi + Cac chuong trinh gidi thieu, quang ba hinh anh ( td chuc gap go khach hang, khuyen khfch sit dung dich vu cua VNA) + Cac chuong trinh giao duc khach hang chung 96 Ngoai ra, hang cung co the ket hop vdi cac cdng ty du lich, dai ly cong tac quang cao, khuyen mai nham phat dong khach mua thap diem, tao mdi quan he tdt vdi cac co quan de nam bat tdt ngudn khach Ngan sach Nha nudc hoac khach di lao dong Ddng thdi, d thi trudng ngoai nudc, VNA can chu den su hop tac tfch cue tir phfa cac VPDD, TDL, cac td chuc ban trung gian viec dua tin tuc cua VNA tdi khach hang; ket hop vdi cac cong ty lu hanh, cac chuong trinh hdi thao du lich cua Viet Nam d nudc ngoai nham gidi thieu horn nua ten tuoi cua VNA den vdi khach hang 3.2.5 Nang cao kha nang so hull doi tau bay va lam chu ky thuat - cong nghe bao dudng, sua chua tau bay De dam bao uy tin va hieu qua kinh doanh cung nhu kha nang md rdng thi tnrdng cho minh, VNA can phai nang cao tinh an toan va on dinh cua san phdm van chuyen hang khong( dac biet la giam thieu tinh trang cham, huy chuyen) Day la yeu cau cao nhat ddi vdi dich vu van chuyen hang khdng Trong do, tfnh an toan va on dinh cua san pham, ngoai yeu td ngudi phu thuoc trudc het vao kha nang sd huu doi tau bay va lam chu ky thuat cong nghe bao dudng, sua chua tau bay Song de lam duorc dieu thi ddi hoi VNA phai trien khai ddng bo, kip thdi tir khau kiem tra soat thuc trang cor sd trang thiet bi nha xudng, n&m bat nhu cau huan luydn cua timg loai ddi tuong thudc nganh ky thuat tir don vi co sd len den cac co quan, phong ban chirc nang, den khau lap chuong trinh, ke hoach chudn bi mua sdm dung cu, thiet bi hd trp sira chua bao dudng may bay, dao tao-huan luydn nhan vien co dii chung chi nhanh chdng tu chu hoan toan edng tac bao dudng may bay, khdng phai phu thuoc vao cac ddi tac nudc ngoai, khdng phai thue toan bp nhan cong va quan ly cua nudc ngoai, tan dung va phat huy duoc cac nguon noi luc sSn cd, tiet kiem chi phi Ben canh do, cung vdi str phat trien ciia khoa hoc-ky thuat, cac thiet bi ky thuat hang khong cang phuc tap, tinh xao hon, vay, cac thiet bi kiem tra cung can phai doi mdi nham dap ting cac nhu cdu ky thuat hien dai Vi vay, VNA can chu cong lac hieu chinh dinh ky hang nam ddi vdi cac thiet bi kiem tra ve mat ky thuat cua may bay, cd nhu vay mdi giup cho viec phat hien sdm chfnh xac cac khuyet tat, khdng dinh tin cay ve ky thuat tuydt ddi, cho phep cac may bay dupe cat canh an toan 3.3 Kien nghi vdi Nha nudc: Then gian qua, dieu kien mure gia cudc van chuyen hang khdng noi dia cd nhung bat cap, van tai hang khdng qudc td cua VNA da tao dupe khoang 80% tdng loi nhuan va tfch luy cua van tai hang khdng Dieu ndi len vai tro kinh te quan cua van tai hang khong qudc te ddi vdi sir phat trien cua nganh van tai hang khong Viet Nam 97 Boi vay, ma rong mang dudng bay quoc te luon la doi hoi cap thiet vdi su phat trien cua linh vuc van tai hang khong noi rieng va nganh hang khong dan dung noi chung Vi vay, th ddi den nay, nhat la th co chinh sach md cha hoi nhap quoc te cua Dang va Nha nudc, mdi dieu kien cho phep, VNA luon chu den viec md rong mang dudng bay nay, thi phan qudc te cua hang khong Viet Nam noi chung va VNA noi rieng luon dat d muc tren dudi 50% Tuy nhien, md rong va khai thac nhu the nao cho hieu qua mang dudng bay qudc te la van de khong don gian va viec tim ldi giai cho bai toan khong chi la viec cua cac nha khai thac ma vdi cac nudc dang phat trien nhu Viet Nam , no phu thuoc vao vai tro dieu tiet, bao ho cua Nha nudc Hon nua, chung ta biet xu hudng tu hoa van tai hang khong la mot xu hudng tat yeu khach quan, va hoi nhap qudc te theo hudng tu hoa van tai hang khong la mot nhu cau noi tai cua nganh HKDD Viet Nam xuat phat th vi tri vai tro cua nganh vdi tu cach la mot nganh kinh te ky thuat dich vu, phuc vu giao luu cong cong, thuc ddy phat trien thuong mai, dau tu, du lich, gop phan phat trien kinh te'-xa hoi gan lien vdi an ninh quoc phong cua dat nudc, phu hop vdi xu the van dong cua hang khong the gidi Tuy nhien, neu viec tu hoa khong duoc tien hanh theo cac budc thich hop vdi trinh phat trien va tinh hinh cu the thng giai doan se co tac dong tieu cuc lam suy yeu luc luong van tai hang khong qudc gia trudc su canh tranh khdc liet cua nuoc ngoai va gay su lang phi to ldn viec hang loat doanh nghiep hang khong ddi va pha san qua trinh canh tranh tu Su tieu vong cua doanh nghiep van chuyen hang khdng Viet Nam cung dong nghia vdi viec chung ta mat di mot luc luong du bi quan trong chien luoc phat trien kinh te doc lap tu chu va dam bao an ninh qudc phong cua dat nudc Xuat phat lh yeu td nay, quan diem chu dao thuc hien hoi nhap qudc te ve van tai hang khong cua Viet Nam la hoi nhap qudc te' theo hudng tu hoa, eo su hd tro can thiet cua Nha nudc dam bao su tham gia ben vung cua Viet Nam vao thi trudng van tai hang khong khu vuc va the' gidi, tren co sd nguyen tac doc lap, tu chu va dinh hudng Xa hoi chu nghia Vi vay, theo toi, thdi gian tnrdc mat, ehinh sach bao ho cua Nha nudc ddi vdi hang hang khong qudc gia van la can thiet de dam bao su phat trien ben vung cua hang dieu kien canh tranh qudc te cang gay gat nhu hien Ben canh viec md rong thi trudng hang khong qudc te', van de md rong thi trudng hang khong noi dia cung khong kem phan quan Ngoai viec tri, cung cd va phat trien thi trudng hang khong noi dia vdi nhung dudng bay truyen thdng, co kha nang sinh loi cao, VNA cung can tap trung vao viec md rong thi trudng noi dia vdi nhung dudng bay tdi cac tinh mien nui, heo lanh bdi vi, bang viec khai thac cac dudng bay den cac tinh mien nui, 98 heo lanh, nganh hang khdng noi chung va VNA noi rieng se dong gop tfch cue cho sir phat trien kinh te-xa hoi cua cac vung Ngupc lai, neu cac tinh mien nui phat trien manh ve kinh te, du lich, thuong mai thi se la tien de tdt de nganh hang khong noi chung va VNA noi rieng khai thac co hieu qua, thu duoc nhieu loi nhuan til chinh cac dudng bay Hon nua, cac tinh mien nui Viet Nam nhin chung deu giau tiem nang ve du lich va co hoi dau tu kinh doanh, nhu cau di lai bang dudng hang khong den cac dia phuong se tang nhanh, day se la xu hudng md rong thi trudng tdt cho VNA Song tren tat ca, de co the md rong thi trudng, tri dudng bay tdi cac tinh mien nui, heo lanh doi hdi thi trudng phai du ldn de hoat dong khai thac khdng bi Id ma dd, su phat trien cua tinh tren tat ca cac mat kinh te, van hoa, du lich cd y nghia dac biet quan Dieu den luot minh khdng chi ddi hdi su nd luc cua cac tinh mien nui ma rat can str quan tam , dau tu cua Nha nudc ve nhan luc cung nhu vat luc de phat trien mang giao thdng hang khdng den cac tinh mien nui ( Vi du: Nha nudc dau tu xay dung, nang cap cac san bay tdi cac tinh mien nui, lap dat he thdng dai dan dudng bay, ) Mot khia canh nua cung can phai de cap den dd la viec phat trien doi may bay, dac biet la doi may bay sd huu la phan vific rat quan trong cdng tac dau tu cua TCT hang khdng Viet Nam qua trinh dua VNA trd hang hang khdng cd tam cd khu vuc, cang cd kha nang md rong thi tnrdng hon Song neu dd nghi rang viec dau tu mot doi may bay la dieu dd dang ddi vdi cac hang hang khdng, bdi co chd thi tnrdng, khach hang la thuong de thi dieu khdng dung vdi mot hang hang khdng nhd, tiem lucv tai chinh eo hep nhu VNA De cd dupe doi may bay nhu hien nay, ngoai su quan tam cua lanh dao nganh, HDQT, lanh dao TCT, VNA dupe su hd tro, quan tam, tao dieu kien thuan lpi ve nhieu mat, nhat la str hd trp ve tai chinh th phia Chinh phu Song trudc mat, vdi ke hoach dau tu phat trien doi may bay giai doan 2001-2005, VNA rat can den su trp giup dai hoa ddi may bay, nang cao co hoi va kha nang md rong thi trudng Vi vay, thdi gian tdi, Nha nudc can tao dieu kien cho VNA dupc giu lai thue thu nhap doanh nghiep de tai dau tu, dupc vay uu dai tir quy tin dung dau tu phat trien cua Nha nudc, dupc Nha nudc bao lanh cho cac khoan vay thuong mai hon nua vi vdi nhu cau vdn dau tu cho dpi may bay giai doan 2001-2005 khoang 800 trieu USD, bang nguon tai chinh tu cd,VNA khong the trang bi cho minh mot dpi may bay sd huu nhu ke hoach da vach 99 khong sir dung dich vu cua mot hang hang khong, khong di den mol nudc ma d co sir hat on ve chinh tri, an loan, an ninh hang khong khdng duqc dam bao Vdi HKDD Viet Nam noi chung va VNA noi rieng, suot nam 2002 vira qua da dat duqc nhirng tu'u an ninh, an toan hang khdng tot dep, dam bao an toan tuyet ddi cho cac chuyen bay va cho hanh khach di tren cac chuyen bay dd Dieu dang noi la nganh HKDD Viet Nam ndi chung va VNA ndi rieng dat duqc nhung tiru tinh hinh chinh tri, quan sir, ngoai giao tren the gidi dien bien phirc tap, cac the luc thii dich va ngoai nudc ludn tim each gay mat an ninh, trat tu xa hoi, hoat dong hang khdng cua hang trai rong khap dat nudc vdi hang chuc dudng bay thudng le qudc te va nudc, phan ldn cac san bay dung chung giua quan su va dan dung Tuy nhien, qua tang cudng hoat dong thuc te va soat cac bien phap bao dam an ninh, an toan hang khong, nganh hang khdng cung phat hien nhieu han che linh vuc an ninh an toan hang khdng can nhanh chong khdc phuc nhu: cac van ban phap quy linh vuc an ninh, an toan hang khdng thieu thdn, chong cheo lam cho luc luqng an ninh, an toan hang khdng va nha chuc trach hang khdng khd hoat dong, xir ly cac tinh hudng; noi quy quy che ap dung cac don vi nganh chua thong nhat, dac biet mot sd cdng doan, hoat dong hang khdng chua duqc kiem soat chat che chua phan rd trach nhiem giua cac don vi cung hoat dong tren mot dia ban Vi vay, mot nhung nhiem vu cap bach ciia nganh hang khdng cung nhu cac cor quan thdm quyen cua Dang va Nha nudc la nhanh chong hoan chinh, hoan thien he thdng van ban phap ly linh vuc an ninh hang khdng de nhung tuu an ninh, an toan ndi tren ciia nganh hang khdng ndi chung va VNA ndi rieng trd ndn vung chac hem 100 Bude vao the ky XXI, vdi hanh trang la qua dat duoc 10 nam doi mdi va hoi nhap, VNA chua khang dinh mOt vi tri chSc chan cong ddng hang khong khu vuc va chau luc nhung hoan toan cd the tu tin hudng ve phfa trudc vdi nhung dinh hudng chien luoc da duoc xac dinh Tuy nhien, cung vdi cong ddng hang khdng the gidi, VNA cung dang dung trudc nhung thach thtre ldn tir xu the tu hoa, toan cau hoa cua nen kinh te the gidi Xu the tu hoa nganh HKDD chfnh la viec doi hdi phai md cua hau trdi, ndi long va lien tdi go bo hoan toan cac han che ve tham nhap thi trudng, tai cung ung, gia ve Xu the tao nhung dieu kien thuan lqi cho viec xay dung moi trudng canh tranh va cung cap kha nang hqp tac gitra cac hang hang khdng, song nd cung de doa true tiep nganh HKDD cua cac nudc dang phat trien, dan den nguy co pha san hang loat cua cac hang hang khong neu khong duqc tien hanh theo mOt trinh tu hqp ly Dung tnrdc nhung thach thuc mang tinh thdi dai do, de vuon xa hon nua, ddng gdp tfch cue cho su nghiep phat trien kinh te cua dat nudc, HKDD Viet Nam ndi chung va VNA ndi rieng phai phat huy duqc moi ngudn luc, tim nhung giai phap de vuot qua khd khan, daiy lui nguy co tut hau Do do, vide dua mot chien luoc phat trien hqp ly la yeu td tien quyet cho su cong cua nganh ndi chung va cua hang ndi rieng Trong do, mot nhung noi dung cua chien luoc phat trien cua nganh va cua hang la Unh vuc van tai hang khong: phat trien thi trudng nudc vdi mang dudng bay phu khap ca nudc vdi cac true Bac, Trung, Nam, ddng thdi tung budc md rong thi trucmg qudc te, ddi vdi cac dudng bay xuyen luc dia, se phat trien lira chon tren co sd hieu qua str ben vung cua cac dudng bay khu vuc va noi dia Tren tinh than do, vdi mong mudn gdp phan dua cac giai phap hieu qua nham nang cao kha nang md rdng thi trudng cua VNA, luan van da di sau nghien c(ru cac van de co ban ve thi tnrdng, kha nang md rong thi trudng cua doanh nghiep nen kinh te thi tnrdng, tren ca sd nghien ctiu va phan tfch thuc trang thi trudng cua VNA lam tien de cho cac giai phap nang cao kha nang md rong thi tnrdng cua hang Vdi he thong sd lieu chfnh xac, phong phu, thdng qua cac phuong phap nghien ctrii khoa hoc, luan van da danh gia xac thuc cac van de ve thi trudng va kha nang md rong thi tnrdng cua VNA, qua nil duoc nhimg tuu, kho khan viec mo rong thi trudng cua hang lam co so cho cac giai phap huu hieu cho viec mo rong thi truing cua hang Ben canh do, tac gia cung manh dan dua mot so kien nghi ve chinh sach va su hd tro cua Nha nudc vdi nganh hang khong noi chung va VNA nham tao dieu kien thuan loi hon nua cho su phat trien nhanh, manh, tien tdi bat kip su phat trien cua hang khong khu vuc va quoc te cua nganh hang khong noi chung va hang hang khong quoc gia Viet Nam noi rieng Cuoi cung, tac gia xin duoc bay to ldi cam on chan tdi T.s Ngo Kim Thanh va tap the giao vien khoa QTKD da tan tinh giup tac gia hoan ban luan van 102 DANH MUC TAI LIEU THAM KhAo Tuan Anh ( 2002), “Da dang hoa gia cudc van chuyen noi dia ”, Tap chi hang khdng Viet Nam, (1), tr 26-27 Ban ke hoach thi trudng VNA (2001), Bao cao thi trudng va ket qua khai thac, Ha Noi Ban ke hoach thi trudng VNA (2002), Bao cao thi trudng va ket qua khai thac, Ha Noi Ban Ke hoach thi trudng VNA( 2002), Dieu tra thi trudng cua VNA nam 2002, Ha Noi Ban tiep thi hanh khach VNA( 2003), “Hop tac giua hai nganh Hang khong - Du lich gop phan thuc day tang trudng khach du lich quo'c te vao Viet Nam”, Tap chi hang khdng Viet Nam, (4), tr 16-20 T.S Hoang Binh, (1993), Tim hieu thi trudng san xuat kinh doanh, NXB T.p Ho Chi Minh, T.p Ho Chf Minh Thanh Giang (2002), “Md rong va khai thac co hieu qua mang dudng bay quoc te”, Tap chi hang khdng Viet Nam , (8), tr 10-11 Pham Huu Huy, (1998), Kinh te va to chuc san xuat doanh nghiep, NXB Giao duc, Ha ndi Philip Kotler( 1993), Quan tri Marketing, NXB Thong ke 1993, Ha Noi 10 Luong Hoai Nam (2003), “thi trudng van tai hanh khach nam 2002 va trien vong phat trien thdi gian tdi”, “ Tap chi hang khdng Viet Nam, (2), tr.16-18 11 Luu Van Nghiem, ( 1996), Marketing dich vu, NXB Lao dong, Ha Noi 12 Dam Van Nhue-Nguydn Dinh Phan, (1995), Quan ly doanh nghiep Cdng nghiep nen kinh te thi trudng, NXB Chfnh tri Quo'c gia, Ha Noi 13 Doan Duy Thanh, (2002), Nhung nguyen tac van hanh co che thi trudng d Viet Nam, NXB Chfnh tri Quo'c gia, Ha Noi 14 Lai Xuan Thanh (2002), ” Mot so' van de ve chfnh sach phat trien mang dudng bay noi dia cua VNA, “ Tap chi hang khdng Viet Nam, (5), tr.19-21 15 Le Xuan Thanh (2002), ” Van tai hang khong nam 2002 va xu hudng phat trien 103 cua thi trudng hang khong Viet Nam “, Tap chi hang khdng Viet Nam, (12), tr.6-13 16 Ton That Nguydn Thiem, (2003), Thi trudng, chien lucre, ca cau: Canh tranh ve gid tri gia tang, dinh vi va phat trien doanh nghiep, NXB T.P Ho Chi Minh, T.P Ho Chi Minh 17 Tong cue du lich (2002), Bao cao tong ket phan loai khach du lich tdi Viet Nam, Ha Noi 18 Hoang The Tru,(1997), Nhung tuduy mai ve thi trutdng, NXB Thdng ke,Ha noi 19 VNA (2000), Thdng tin noi bo, Ha noi 20 VNA (2001), Thdng tin noi bo, Ha noi 21 VNA (2002), Thdng tin noi bo, Ha noi 104 Phu luC Bang Thi trirffng hanh khach qudc te ra/viio( O&D) Viet Nam Khu vu'c/ntro’c Tong thi trudng 0&D( ng-ei) Ty tr