3© pa NGUYEN QUANG HUY > /> l? ■ A - z >j£ ■■ '■_ '• -> •’■' ■"' p' • f ;A - •■ ' O Z-!S -t - - V ' i •' •' • r~z*■» < A r-XT* 2- - - - • r ■- c > - C~7 -X’ r r- '•2 " • -'-x — — — • ’- • - *» ■■ : - •■ u £ ■- ” *w - - r -• v •■■■ ■ ■ Lu i t*7J ■ «■ -a - BO GIAO DUG VA DAO TAO ■ • • TRUONG DAI HOC KINH TE QUOC DAN NGUYEN (lUAIMG HUY Z?/$V P1IAP DAY MANII 11O AT DONG TIED THU SAN PHAM CUA CAC CONG TY LIEN DOANIIO TO VIET NAM LU AN VAN THAC SY KINH TE Ha imi - 2001 Bo giao due va dao tao Truong dai hoc Kinh te quoc dan Tf\l/rjNG €>A • KiNH TlQLjC * I TF.'UMO i.AM * TU LiLun.THv VicN NGUYEN QUANG HUY J BIEN PHAP DAY MANH HOAT DONG TIEU THU SAN PHAM CUA CAC CONG TY LIEN DOANH TO VIET NAM 'W Chuyen nganh: Quan tri kinh doanh thuung mai Ma so: 5.02.05 Ngudi hudng dan khoa hoc: Tien sy Nguyen Thtra Loc s.5^ / Ha noi - 2001 Left md ddu Tinh cdp thiet cua de tai: Viet nam qua han 15 nam doi mdi, toe tang trudng kinh te dat muc binh quan khoang 8% nam Bai song nhan dan tung budc dupe cai thien, nhu cau b to cang ldn Bai hoi VIII Bang cong san Viet nam da khang dinh quyet tarn lanh dao nhan dan ta budc vao thdi ky phat tridn moi, cong nghiep hoa, hien dai hoa dat nude Binh hudng da md ca hoi cho cac nha dau tu nude ngoai dau th vao Viet nam co cac nha san xuat to ldn tren the gidi Nam bat ca hoi da cd tdi 14 lien doanh lap rap d to dupe cap phep dau tu tai Viet nam, 11 lien doanh da di vao hoat dong va da cd san pham tieu thu tren thi trudng, 02 lien doanh dang tien hanh xay dung nha may va chuyen giao cong nghe (Cong ty lien doanh ky nghe o to Vietnam Singapore va Cong ty lien doanh o to Nissan Vietnam) va 01 lien doanh bi giai the (Cong ty lien doanh o to Chrysler Viet nam) San pham chu yeu cua cac lien doanh la xe du lich 5-7 chd, xe van, xe minibus, xe bus, xe tai thong dung tit 1,2 den 7,5 tan Trong thdi gian d^u, muc tieu cua cac libn doanh la dua s&n ph^m vao gidi thieu va san xuat d mftc c£lm chtmg lam de tri hoat dong cua minh ma khong bi thua Id hoac thua Id d muc cho phep Cho den nay, thi trudng trd len soi dong han, cac lien doanh ttrng budc day manh san xuat nhung van chua phat huy het cong suat, san pham san xuat phai luu kho bai lau Van db kho khan cho cac lien doanh tai Viet nam la no khong chi phu thuoc vao nd luc cua tUng ca nhan cac lien doanh ma phu thuoc vao nhieu yeu to khach quan nhu toe tang trudng kinh te, thu nhap quoc dan/dau ngudi, muc phat trien cua he thong giao thong dudng bo Viet nam, cac chinh sach che cua chinh phu Viet nam vibe khuyen khich hay han che tibu dung o to Han nUa thdi gian tdi cac cam ket cua khu vuc mau dich tu ASEAN (AFTA) dupe thuc hibn, o to cua cac nude khu vuc Bong Nam a se tran sang Viet nam Vdi lai the la nhUng nude di trudc ho se chidm nhieu uu the han so vdi xe san xuat nude -1 - Biing trudc tinh hinh tren cua cac lien doanh o to Viet nam cho thay su can thiet phai.xem xet, phan tich cac yeu to chu quan va khach quan tac dong den boat dong tieu thu to d cac lien doanh, tir giup cac lien doanh co the danh gia lai hoat dong tieu thu san pham, khac phuc dupe nhUng kho khan dieu kien hien va du doan su phat trien tuong lai nham ttfng budc cung cd va phat trien nganh cong nghiep to Viet nam Bo la ly toi chon: Bien phap day manh hoat dong tieu thu san phdm cua cac lien doanh to Viet Nam la de tai luan van thac sy Muc dich nghien ciiu: He thong hod nhUng van de ly luan ve hoat dong tidu thu san pham cua cac lien doanh o to Viet nam Phan tich thuc trang tieu thu cua cac lien doanh o to d Vidt nam ttr nam 1996-2000 Be xuat phuang hubng va bien phap day manh hoat dong tieu thu san pham d cac lien doanh o to tai Viet nam Boi tupng va pham vi nghien ctiu: Doi tuong nghien ctfu: Hoat dong tieu thu san pham cua cac lien doanh to tai Viet nam noi chung moi lien he cu the voi tiing lien doanh noi rieng Pham vi nghien ctfu: Be tai co the tiep can theo nhieu huong khac nhung d day de tai chi tap trung phan tich hoat dong tieu thu san pham cua cac lien doanh o to Viet nam thdi ky 1996 - 2000 ■ t4 Phuong phap nghien ciiu:* Luan van sir dung cac phuong phap chu yeu : Duy vat bidn chung, vat lich six, thong ke kinh nghiem, phan tich tong hop ben canh vide nghien ciiu cung dupe tien hanh voi cac phuong phap so hoa, ngoai suy ket hop voi cac phuong phap tiep can he thong va phan tich thong tin Ket cau cua luan van: Ten i uan jvan: “Bien phap day manh hoat dong tieu thu san pham cua cac lien doanh o to Viet nam” Ngoai ldi md dau, ket luan va danh muc tai lieu tham kh§,o, luan van gom ba chuong: -2- Chucuig 1: Ger so ly luan ve ho at dong tieu thu san ph^m cua cac lien doanh to Viet nam ChtfcfngS: Phan tich hoat dong tieu thu san phdm cua cac lien doanh to Viet nam Chiicrng J3: Phuong huong va bien phap day manh hoat dong tieu thu san pham cua cac lien doanh to Viet nam -3- Chuang CO Sd LY LUAN VE HOAT BONG TIEU THU SAN PHAM CUA CAC LIEN DOANH TO VIET NAM 1.1 1.1.1 KHAI NIEM, VAI TRO CIJA TIEU THU SAN PHAM KHAI NIEM TIEU THU SAN PHAM Nhu chung ta da biet, dac trung ldn nh£t cua hang hoa la duac cong ty san xu^t de ban nham thuc hien nhUng muc tieu da dinh cua rieng mdi doanh nghiep Du la doanh nghiep san xuat hay doanh nghiep kinh doanh thuang mai thi tieu thu san pham la mot khau quan nhat de co the thuc hien tai san xuat xa hoi Qua trinh tieu thu san pham chi ket thuc qua trinh toan giUa ngudi mua va ngudi ban da didn va quyen sd hUu ve hang hoa da thay doi Tieu thu san pham la hoat dong nghiep vu cua cua dan vi san xuat nham ban hang hoa ma dan vi san xuat Trong qua trinh tuan hoan cua cac nguon vat chat, viec mua ban cac san pham dupe thuc hien Hoat dong tieu thu san pham la tong the cac bien phap ve mat to chuc, kinh te va ke hoach nham thuc hien viec nghien cuu va nam bat nhu cau thi trudng, to chuc san xuat, tiep nhan san pham, chuan bi va xuat ban san pham theo yeu cau cua khach hang vdi chi phi kinh doanh la nhd nhat Day manh hoat dong tieu thu san pham la viec tang cudng tieu thu ve mat hang, md rong pham vi thi trudng, tang so khach hang, tang doanh so ban nham dat duqc nhieu lai nhuan han Hoat dong tieu thu san pham tai cac doanh nghiep san xuat bao gom hai loai cac qua trinh va nghiep vu lien quan den san pham: Cac nghiep vu ky thuat - san xuat va cac nghiep vu kinh te - to chiic - ke hoach d Cac doanh nghiep, viec chuan bi hang hoa de ban cho khach hang la hoat dong tiep tuc cua qua trinh san xuat kh&u luu thong (d cac kho ph^m) Cac nghiep vu san xuat d cac kho bao gom: Tiep nhan san pham, phan loai, len nhan va bao goi; Sap xep hang d kho, bao quan, -4- chuan bi cac 16 hang d kho, xuat ban va van chuyen theo yeu cdu cua khach De thuc hien tot cac nghiep vu va cac qua trinh lien quan tdi viec giao nhan hang va xuat ban san pham khong chi doi hoi to chtrc hop ly d khau lao dong true tiep d kho hang ma phai to chuc tot cong tac nghien cuu thi trudng, nghien cuu nhu cau mat hang ve san pham cua doanh nghiep, xay dung chien lupc tieu thu san phsCm, to chuc thuc hien va dieu khien hoat dong tieu thu va viec danh gia ket qua tieu thu Theo cac quan diem tiep can khac thi tieu thu co the hieu theo nghia khac nhu sau: Tiep can theo giac kinh doanh: Nghia la doanh nghiep se lam moi viec de co the ban dupe hang hoa da dupe san xuat ra, thuc hien chuc nang chuyen hoa hinh thai gia tri cua san pham hang hoa ttr hang sang tien cua to chuc d day ho khong quan tarn den lai ich chung cua nen kinh te hay cua xa hoi ma ho chi quan tarn den lai ich cua chinh ban than doanh nghiep minh Tiep can theo qua trinh kinh te : Thi nd la mot qua trinh thuc hien cac hoat dong true tiep hoac gian tiep d tat ca cac cap, cac phdn trt he thong doanh nghiep nhtm tao dieu kien.thuan lai de bien kha nang chuyen hoa hinh thai gia tri cua hang hoa til Hang sang Tien hien thuc mot each cd hieu qua 1.1.2 VAI TRO CUA HOAT DONG TIEU THU DOI VOl CAC LIEN DOANH TO VIET NAM ■ * Boi vdi Doanh nghiep: Du la loai hinh doanh nghiep gi, lien doanh, doanh nghiep nha nude hay doanh nghiep tu nhan deu nam vong xoay cua nen kinh te thi trudng vdi su canh tranh gay gat giUa cac doanh nghiep Tieu thu to cd vai trd vo cung quan doi vdi cac lidn doanh, nd quyet dinh su ton tai va phat trien cua cac lidn doanh Chi to dupe -ban thi trudng, cac lien doanh mdi cd the thu hoi lai von de tai dau tu va mdi cd the thuc hi§n dupe cac muc tieu da djnh trudc -5- Hoat dong tieu thu didn lien tuc se giup cho cac lien doanh phat trien kinh doanh mot each an toan, tao dieu kien cho cac lien doanh nam bat kip thdi co hoi san xuat san pham moi thich ung nhu cdu mdi tren thi trudng Tieu thu san pham co vai tro dam bao tai san xuat lien tuc d doanh nghiep Tieu thu san pham nam khau phan phoi - trao doi, do no la bo phan hffu co cua qua trinh tai san xuat * Doi voi nen kinh te: Tieu thu san pham co vai tro quan trong viec can doi giua cung va cau bdi vi nen kinh te la mot the thong nhat voi nhUng can bang tuong quan ty le nhat dinh San pham san xuat dupe tieu thu co nghia la san xuat dang didn binh thudng va troi chay, tranh dupe su mat can doi, gifr dupe su binh on xa hoi va phat trien toan bo nen kinh te quoc dan San pham cua doanh nghiep dupe tieu thu co nghia la xa hoi da thUa nhan ket qua lao dong cua doanh nghiep Su ton tai va phat trien cua doanh nghiep se giai quyet cong an viec lam, tao thu nhap cho ngudi lao dong dong thdi tieu thu san pham giup cac don vi xac dinh dupe phuong huong va budc di cua ke hoach san xuat cho giai doan tiep theo Thong qua tieu thu san pham co the du doan nhu cdu tieu dung cua xa hoi noi chung va tung khu vuc noi rieng doi voi ttfng loai san pham Tren co sd doanh nghiep moi xay dung cho minh ke hoach, chien lupc phu hop nham dat hieu qua cao nhit Ngoai ta can phai thay rang hoat dong tieu thu co hieu qua thi cac lien doanh mdi ton tai va cac lien doanh co ton tai thi nganh cong nghiep moi phat trien vi cd bo mot dong von vao nganh cong nghiep to thi phai dau tu tarn dong vao nganh cong nghiep phu can Nhu vay nha nude can co chinh sach va bien phap tot de giup cho nganh cong nghiep non yeu phat trien Tom lai hoat dong tidu thu co mdt vai tro vd cung quan doi voi toan xa hoi Hoat dong tidu thu cua cac doanh nghiep cd thuc hien dupe thi doanh nghiep mdi cd su van dong phat trien, hoat dong tieu thu cua cac doanh nghidp cd dupe thuc hien thi nen kinh te mdi van dong va phat trien Cd the noi neu hoat dong tieu thu cua cac doanh nghiep -6- khong duac thuc hien thi toan ho nen kinh te se dUng yen va se khong co su phat trien ve moi mat 1.2 NOI DUNG HOAT BONG TIEU THU CUA CAC LIEN DOANH TO VIET NAM 1.2.1 NGHIEN CtTU THI TRUONG VA DU DOAN XU HUONG PHAT TRIEN CUA THI TRUONG TO VIET NAM Thu thap thong tin: Thong tin ve thi trudng cua cac lien doanh to khong chi gidi han Viet nam ma vuat ca ngoai bien gidi vdi nhieu kenh thong tin khac Nguon thong tin chu yeu thudng duac sd dung la: Nguon thong tin: Cac nguon thong tin noi bo, an pham cua cac ca quan nha nude, cac tap chi xuat ban dinh ky (sach bao), thong tin thuang mai Cac nguon thong tin se giup cho cac lien doanh nam duac ve so luang xe cu, xe mdi nhap, gia CIF cua xe nhap khau, tinh hinh phat trien cung chinh sach cua cac nude tren the gidi ve nganh cong nghiep to, ke hoach phat trien den nam 2000 cua nganh cong nghiep nang, giao thong van tai ca nude va d thu Ben canh cac lien doanh can thu thap cac thong tin ve sd luang, mb hinh hoat dong cua cac dan vi duac cap giay phep hoat dong dau tu Bay la nhUng sd lieu quy giup cho viec hoach dinh, dieu chinh chien luac marketing Ngoai sd lieu thong tin ve xe xuat va nhap qua cac cUa khau, sd xe qua canh sang Trung quoc, Lao Ba co thdi ky xe Mazda 626 va 929 cung loai vdi xe Cong ty san xuat to Hoa binh lap rap tap trung tai kho ngoai quan Hai phong hang ngan chiec, chd de chuyen sang Trung quoc Sd xe duac nhap tU nude ngoai de xuat sang Trung quoc, ta cung co the san xuat duac nhUng chiec xe giong nhu vay Neu biet thong tin sdm, cac lien doanh co the tham gia dam phan vdi phia Trung quoc de cung cap sd xe Cac Salon to, hoi trp trien lam cd su tham gia cua cac cong ty lien doanh cung la nai cung, cap thong tin phuc vu cho viec nghien cuu thi trudng tai day cac lien doanh cd the nam duac thong tin tU khach hang thong qua thai do, y kien true tiep cua khach hang ve kieu dang, mau sac va gia ca Ngoai ra, thong qua cac nhan vien Marketing cac lien doanh cung cd the thudng xuyen nam duqc thong tin ve cac loai xe, gia -7- Cac lien doanh to Viet nam can thuc hien tot mot sd hoat dong sau day de dam b&o hoat dong kinh doanh dat hieu qua tot han: * Hoat dong quang cao: Cac lien doanh ph&i xue tien cac hoat dong quang cao mot each hieu qua bang nhieu phuong tien thong tin dai chung khac (qua bao chi, qua truyen hinh, qua bien bang Ion ngoai trdi) Tuy nhien, phong Marketing can nghien cuu quang cao nhu the nao, vao thdi diem nao va phuong tien nao vi ddi vdi mdi loai san pham khac thi ddi tupng khach hang cua chung cung khac nhau, lam, de lupng thong tin den dupc vdi nhieu khach hang cua minh nhat Ben canh la hoat dong quang ba, truyen thong ttr nhung nhan vien ban hang Can dao tao nhan vien ban hang bai ban, to chuc hoat dong, trang bi cho ho nhufng dieu kien can thiet de mang den cho khach hang nhttng thong tin tot nhat Them vao la phong trung bay dep, an tupng cung la mot each thuc de truyen thong tin den khach hang, thu hut su chu y cua khach hang, la cho khach hang phan khich, tin tudng va tien tdi quyet dinh mua xe * Hoat dong khuyen mai: Bay la mot cong cu kha quan trong he thong cac cong cu xue tien No la hinh thirc xue tien bo xung cho quang cao Hoat dong khuyen mai cung co the ap dung cho khach hang va cd the ap dung cho cac dai ly (ngudi trung gian) Cac lien doanh thudng thuc hien chuong trinh ho tung mot san pham mdi thi trudng hoac muon day manh tieu thu mot mat hang nao nhu xe ton kho lau vdi so' lupng ldn hoac xe cua do'i thu canh tranh ban qua manh Cac hinh thuc khuyen mai chu yeu la giam gia ban, tra lai mot phan tien, triet khau ph^n tram hoa hong, Qua tang cd bieu tupng cua hang san xuat, bao toan bo le phi dang ky xe Thuc te cho thay cac lien doanh tai Vidt nam chua thuc hien tot hoat dong khuyen mai, chi le te d mot vai hang thuc hien hoat dong va ket qua mang lai cung chua dupc nhu mong muon, dp tin cay ttr phia khach hang chua cao Muon thuc hien to't hoat dong can ket hop chat che vdi hoat dong quang cao, phai truyen dat day du thong tin den nhieu do'i tupng khach hang -96- * Hoi cho trien lam: Trong thdi gian dau cac lien doanh mdi lap (1996 - 1998) Cac lien doanh tham gia hoat dong rat manh va soi dong Tuy nhien, qua mot vai lan tham gia thi ho thay rang d khong phai la noi ma khach hang cua ho den Do vay hieu qua cua hoat dong khong cao Mat khac chi phi de to chdc mot dot trien lam ton rat nhieu Khong giong nhu nhdng nudc co nen cong nghiep o to phat trien, mdi nam (hoac hai nam) ho to chdc trien lam mot lan va day thuc su la hoi cua cac cong ty san xuat o to khong chi nudc ma bao gom ca khach quoc te Ho tham gia trung bay rat nhieu kieu xe khac nhau, cac model mdi nhat Khach hang den xem trien lam cung rat dong, da so khach hang nudc va quoc te co nhu cau ve xe deu muon ghe qua xem de lua chon cho minh mot loai xe thich hop nhat Do vay cac lien doanh phai gay dung len mot thoi quen, mot y tudng tot noi den hoi tro trien lam Cac lien doanh can to chdc rieng cho minh mot dot trien lam, hoac ket hop vdi mot so nganh cong nghiep co lien quan Hoat dong hoi tro trien lam nen thuc hien theo dinh ky va phai to chdc that soi dong vdi chat luong cao va su chuan bi chu dao, tranh viec "dem bo cho" (trudc day cac lien doanh tham gia vdi cach thdc la ngudi to chdc thuc hien no lai cac dai ly uy quyen) Bdi vi tham gia hoi cho trien lam khong nhdng co hd tro tot cho' hoat dong tieu thu san pham ma no co phan anh tich cuc, nhdng thong tin quan td thi trudng Bay thuc su la mot co hoi cho cac lien doanh neu ho biet cach thuc hien tot viec Mot hoat dong rat co hieu qua cho viec hd tro hoat dong tieu thu la Dich vu sau ban hang Dich vu co hai hoat dong chu yeu la: dich vu bao hanh bao dudng cac xe mdi ban thi trudng dang thdi han bao hanh va cung cap dich vu sda chda, thay the phu tung da het thdi gian bao hanh Trong tuong lai day la mot nhdng cong cu canh tranh co hieu qua cao, vay td bay gid cac lien doanh can phai tap trung phat trien nhan to Vi ben canh viec kinh doanh o to thi kinh doanh phu tung cung la mot ngach hang beo bd cho cac lien doanh Cung vdi viec md rong mang ludi ban hang, cac cong ty can phat trien mang ludi dich vu Trong so cac lien doanh o to tai Viet nam thi lien doanh o to Toyota Viet nam da thuc -97- hien duoc viec Ho tim chon nhUng don vi co kha nang va kinh nghiem cung cap dich vu sau ban hang trudc tim kiem mot don vi de dam duong viec ban hang Viec lam da nang cao rat nhieu 'uy tin cho lien doanh Toyota Viet nam Cac lien doanh khac can hoc tap kinh nghiem nhu mot dien hinh Tuy nhien chung ta phai thay duoc nhUng thuan loi cua Toyota xay dung cac trung tam bao hanh, bao dudng la so xe hoi nhan hieu Toyota dang hoat dong tai Viet nam tuong doi nhieu, vay md hoat dong da mang lai hieu qua kinh te cao .» Be co can cu cho chinh sach dich vu sau ban hang nay, cac cong ty can xem xet nghien cUu thi trudng, chu den so luong dau xe dang luu hanh tren thi trudng bao gom ca xe ban nudc va so luong xe nhap khau Cac lien doanh co the ket hop lien doanh vdi cac xudng sUa chUa tu nhan hoac hd trp cho cac dai ly cua minh de viec dau tu va quan ly co hieu qua kinh te cao hon 3.2.6 XAY DUNG VA QUAN LY HE THONG BAN HANG: Tat ca cac lien doanh lap rap xe hoi tai Viet nam deu dat chinh sach ban hang len hang dau viec thuc day hoat dong kinh doanh cua minh tren thi trudng Moi ket qua hoat dong ban hang deu duoc phan anh qua doanh so ban hoac so luong cac xe ban thang, quy, nam hoac thi phan ma san pham chiem linh duoc tren thi trudng Hien tinh hinh thi trudng o to dang bi thu hep lai ty le tang nhu o to khong cao hon kha nang cung cap o to cua cac lien doanh Do vay, cac lien doanh can ap dung cac chinh sach mot cach linh hoat nhu ban tra gop, giam gia cho khach hang Hien gia ban cho cac doi tuong la cac khach hang da mua xe cua cong ty chua duoc thuc hien theo chinh sach uu dai rieng dac biet ma van ap dung theo mUc gia cong bo Bay la mot chinh sach rat hay ma cac cong ty nen ap dung nham nam giU va kich thich nhu cau cho nhUng khach hang cu cua minh va gay an tuong tot cho viec phat trien khach hang mdi Mot van de khac dang ton tai doi vdi cac cong ty lien doanh hien la ngudi thuc hien chinh sach ban hang Nhu chung ta da biet yeu to ngudi van la yeu to quan nhat dac biet la linh vuc ban hang va tiep thi -98- Viec dau tu cho cac nhan vien han hang la rat can thiet va cac lien doanh phai quan tam hon nUa den cong tac dao tao huan luyen Ngoai viec moi cac chuyen gia dao tao ve linh vuc ban hang can phai mdi them cac nhan vien, can bo quan ly he thong ban hang lau nam nham truyen dat kinh nghiem cho nhUng nhan vien mdi Khi tuyen chon nhan vien, cac lien doanh can kiem tra ky luong de lua chon nhUng nhan vien dat tieu chuan, kien quyet loai bo khoi hang ngu ban hang nhung nhan vien khong dat dupc yeu cau cong viec Thuc hien chinh sach tra luong, thudng cho cac nhan vien d muc hap dan Tranh trudng hpp muc uu dai qua thap dan den cac nhan vien co nang luc tu bo di sang cong ty khac Cung giong nhu vay yeu cau doi vdi nhan vien ban hang cua cac dai ly cung can thuc hien tuong tu Co the noi day la mot chinh sach co tinh chat quyet dinh den tuong lai hoat dong ban hang va sau ban hang cua cac lien doanh o to Neu chinh sach khong dupc thuc hien mot cach dung dan va tinh toan mot cach ty mi, khoa hoc thi doi phan tac dung va gay hau qui xau den hoat dong ban hang va dich vu sau ban hang cac lien doanh va he thong dai ly cua ho cung cap Neu xay dung qua nhieu dai ly tai mot khu vuc se dan den tinh trang canh tranh khong lanh manh giUa cac dai ly, trung tam ban hang, gay tam ly hoang mang, khong tin tudng cho khach hang Neu qua it se dan de'n tinh trang doc quyen, khong bao trum het thi trudng vung hau qua se mat di cac khach hang tiem nang Be xay dung va quan ly he thong phan phoi dupc tot hon cac cong ty lien doanh o to can chu xay dung va quan ly he thong phan phoi nhu sau: Du bao tuong doi chinh xac so lupng xe co kha nang ban tuong lai theo tttng khu vu, tap hpp nhu cau, thi hieu theo tung khu vuc Lua chon doi tac de ky hpp dong dai ■ ly lau dai, vdi cac dieu kien nhu: kinh nghiem linh vuc ban hang va tiep thi ve o to hoac cac linh vuc tuong tu; co kha nang ve tai chinh; doi ngu ban hang tiep thi cac cong ty va dai ly tuyen chon truc tiep va dupc dao tao tot; phai co vi tri thuan lpi cho viec xay dung phong trung bay; ban san pham va trung tam bao dudng di kem (to't nhat la nhttng doi tac co s&n dia -99- diem; co sd vat chat); lua chon don vi co tinh chat chuyen nghiep va khong ban cac loai xe cua cac hang khac Phai thuc hien chinh sach _hd tro dai ly qua trinh hoat dong de nham tri va phat trien he thong dai ly nhu: Cung cap xe trung bay midn phi, tai lieu lien quan, phuc vu cho viec ban hang midn phi, dieu chinh ty'le hoa hong hop ly cho tung dai ly Thuc hien chat che che bao cao dinh ky cua cac dai ly, kien quyet huy hop dong dai ly vdi nhUng dai ly yeu kem, nhung dai ly khong thuc hien cac chinh sach chung cua cong ty gay ton hai den uy tin cua cong ty 3.2.7 PHAT TRIEN HOAT BONG DICH W SAU BAN HANG: Nhu chung ta da de cap d tren, o to la loai hang hoa co gia tri ldn Do vay de giup khach hang yen tam va hai long ve san pham cua minh, cac nha san xuat phai tang cudng hon nUa cac dich vu chu den dich vu sau ban hang Dich vu phai dam bao duoc van de ve chat luong dich vu cung nhu thdi gian va dia diem thuc hien Mot khach hang sd dung xe tai Hue khong the mang xe tan Ha noi hay Ba nang mdi co duoc dich vu ma ho mong muon Nhu vay cac nha san xuat trudc tien phai xay dung mot he thong mang ludi dich vu (tot nhat la di kem vdi cac trung tam ban hang) Xay dung mot mang ludi dich vu hop ly Cung nhu mang ludi ban hang, neu qua it se dan den tinh trang khong bao trum het thi trudng vung hau qua khach hang khong quan tam va duoc hudng dich vu cua nha san xuat dan den san pham sfr dung co the kem chat luong de lai uy tin sau va mat di cac khach hang ti^m nang Be xay dung va quan ly mang ludi dich vu duoc tot hon cac cong ty lien doanh o to can du bao tuong doi chinh xac so luong xe da tieu thu va co kha nang ban tuong lai theo tung khu vuc, tap hop nhu cau, thi hieu theo tung khu vuc Lua chon doi tac de ky hop dong lau dai va phai dap ting duoc nhUng nhu cau toi thieu cua mot xudng sua chUa nhu: -100- => Co kha nang ve tai chinh => Kinh nghiem linh vuc hoat dong dich vu vd to => Doi ngu cong nhan duoc dao tao chuyen nghiep va thuong xuyen de nam hat vdi thay doi cong nghe Doi ngu phai du ldn de dap trng cho nhu cau dich vu tai dia phuong => Nha xudng, thiet bi, dung cu phuc vu cho viec bao dudng, sda chfra phai day du => Du tru mot lupng phu tung thay the, nhat la nhttng phu tung phai thay the theo dinh ky de tranh tinh trang khach den mua phu tung phai chd dpi qua lau Tuy nhien, Neu chi co cac yeu to vat chat nhu tren thi chua du vi van de quan can thay doi hien la ngudi thuc hien thudng hay gay sach nhidu, thu tuc thi phien hoac thuc hien viec kiem tra bao dudng thi chi lam qua loa cho xong viec, giai thich cho khach thieu thuc te khach quan nen chua gay dupe su tin tudng cho khach hang Do vay cac lien doanh phai chu y doi mdi hoat dong dich vu, cat bo thu tuc khong can thiet nham tranh lam mat thdi gian cua khach hoac de khach chd qua lau Chu y den van de ngudi bang each thudng xuyen kiem tra, giam sat viec thuc hien hoat dong dich vu ve chat lupng, thai do, thdi gian thuc hien va dac biet la qu&n ly ve gia dich vu (Do ngudi thuc hien thudng la nhung ngudi dupe nha san xuat uy quydn) tranh tinh trang cac xudng tang gia dich vu hoac phu tung mot each tien Bac biet cac lien doanh can xay dung cho minh mot dpi ngu xe sda chua luu dong de dap ung cho khach hang co dupe dich vu mot each nhanh nhAt va ma khach hang gap su co tren dudng, cac trudng hpp dac biet khong the tdi xudng sda chtta dupe Ngoai ra, cac lien doanh can co uu dai dich vu ddi vdi nhdng xe minh san xuat ma nhung xe da het thdi han b&o hanh bao dudng nhu chi phi dich vu, gia phu tung, dua cac chuong trinh khuyen mai ve dich vu kiem tra, thay dau, sda chua midn phi 3.3 CAC GIAI PHAP TAM VI MO -101- Thuc te cho thay chung ta cho phep lap cac cong ty lien doanh o to, thi chung ta cung phai tao dieu kien cho cac lien doanh phat trien Chinh sach vi mo giup cho cac lien doanh co co hoi de ton tai va tranh tinh trang bi bop nghet Bo la cac chinh sach ve phat trien co sd tang, chinh sach thuc day cac phan kinh te hoat dong thuan ldi hon, thay the va kich thich su dung xe mdi Tuy nhien phat trien no nhu the nao va d muc nao thi cho den ta mdi co dieu kien de xem xet lai cac chinh sach va nhUng quyet dinh trudc day, hien tai thdi diem va cho tuong lai Lieu co can thiet phai tri ca 13 lien doanh khong ? (bao gom ca 02 lien doanh dang chuan bi di vao s&n xuat) Chinh sach han che mot lien doanh chi duqc san xuat mot hoac hai loai san pham trudc day can loai bo, khuyen khich cac lien doanh phat trien san pham cua minh, su dung het nhUng diem manh Lien doanh nao khong co kha nang ton tai tren thi trudng thi cho phep ho giai the Tao moi trudng canh tranh lanh manh va cong bang giua cac lien doanh Han che canh tranh tu tuyet doi thong qua viec thiet lap he thong cap giay phep sin xuat, han che so luqng cac nha san xuat tham gia thi trudng Bi cung vdi no dua chinh sach nhap khau xe nguyen chiec phu hqp vdi dung luqng thi trudng, vua co the bao ve san xuat nudc nhung van tri ap luc canh tranh Gia ban xe cua cac lien doanh tren thi trudng thuc te cho thay la qua cao so vdi xe cung loai san xuat d nudc ngoai Nhu vay chdng to cac bieu gia co nhUng cai chua phu hqp (gia linh kien CKD) Trong ta khong the dam phan de giam gia linh kien CKD duqc thi khong can thiet phai cam nhap khau xe nguyen chiec Ly la trudc day cac hang xe may Honda, Suzuki, Yamaha, VMEP khong chiu giam gia ban va den cho phep nhap xe may Trung quoc thi ho da giam gia ban (d day co cau hoi dat la ho giam gia ban nhu vay thi phai chang ho da phai chiu ld?) Vdi mftc gia ban hien tai thi cac lien doanh cung khong phai chiu ld va hon nUa neu co thua ld thi cung chi la phan cac lien doanh cac doi tac nudc ngoai chac chan la thu ldi ldn Do Chinh phu can co chinh sach cho phep nhap khau xe nguyen chiec mot cach thich hqp (danh thue hqp ly) de cac lien doanh nudc van co the’ phat trie’n tranh lqi nhuan -102- mot each qua phi ly cua cac lien doanh va dac biet la phia ddi tac nude ngoai Ve phia Viet nam, cac co quan chu quan can nghien cuu xem xet dua mot sd tieu chuan lua chon lanh dao cho cac lien doanh de ttr ho vtra dam bao quyen lai cho phia Vidt nam, vUa co the ddng gop hieu qu& cho hoat dong cua lien doanh Khuyen khich cac lien doanh d&u tu lap rap cac loai xe chuyen dung (xe ep rac, xe thu gom rac, xe hut bun, xe ndng ha, xe thang, xe cuu hoa ) bang hinh thtre midn giam thue hoac uu dai thue Bong thdi tiep tuc md rong them pham vi cam nhap khau cac loai xe tai, xe khach neu thay kha nang cac lien doanh nudc co the tu san xuat duqc Thuc hien trien khai du an kham xe cap phep luu hanh tren co sd yeu cau an toan cao han nUa, ddng thdi ban hanh qui dinh tieu chuan ve o nhidm mdi trudng ddi vdi cac loai xe cu, kem chat luqng Cam cac loai xe khong du tieu chuan luu hanh khoi he thong phuong tien van chuyen dudng bo Hien xe may, xe dap van la phuong tien di lai thong nh£t cua ngudi dan va thi xa Chinh nhUng phuong tien da gay nen nan ach tac giao thong hien tai cac ldn do can phai tang cudng he thong xe buyt bang each dau tu cho cac du an va neu thay can thiet co the hd trq, bu id Khuyen khich cac nha dau tu vao cac du an thuoc linh vuc van tai hanh khach cong cong va ngoai Neu thuc hien duqc cac du an se gop phan md rong duqc thi trudng o td true tiep la xe bus cd ldn va trung binh, nd se lam giam toe tang phuong tien di lai nhu xe dap va xe may, giam ach tac giao thong Tao mdi trudng thuan lqi cho nganh cong nghiep o td noi rieng va cong nghiep noi chung bao gom: Nang c^p va phat trien he thong co sd tang cau, dudng bo, ben dd Tang von dau tu srra chua phat trien he thong giao thong dudng bo, hoan chinh he thong luat le giao thong nhat quan tren toan quoc Khuyen khich cac lien doanh di theo hudng tim thi trudng mdi d ngoai nudc Tang ty le noi dia hoa mot sin ph£m cua cac lien doanh Bang moi each de dua nhfmg linh kien cd the san xu£t nudc dam bao ch^t luqng vao -103- san pham Tranh tinh trang de phia ddi tac nude ngoai hoanh hanh tien trinh noi dia hoa Khuyen khich cac cong ty lien doanh nang cao ty le noi dia hoa san pham bang cac chinh sach dieu tiet vi mo, giam gia san xuat va lap rap tai Viet nam va dac biet ndn ap dung chinh sach thoai thu thue nhap khau linh kien, cai tien thu tuc cap giay thoai thu thue, midn giam thue xuat khau cho cac lien doanh Co the chinh phu nen tham khao kinh nghiem quan ly vi mo cua cac nudc khu vuc co dieu kien mdi trudng kinh te xa hoi trudc day giong nhu Viet nam deu tham khAo va van dung nhu : Chinh sach qui dinh ve ty le noi dia hoa cua cac lien doanh Thai lan hoac chinh sach phat trien nganh cong nghiep to cua Han qudc 30 nam ve trudc Dua chinh sach uu dai dac biet cho cac nha dau tu nudc ngoai va linh vuc san xuat phu tung, linh kien o td cho cac lien doanh td nudc Ap dung chinh sach thue giam ty le thuan vdi ty le noi dia hoa linh kien, tien tdi qui dinh bat buoc ty le noi dia hoa cho cac lien doanh theo ttmg giai doan NHA NUCJC CAN CO CAC CHINH SACH UU TIEN DOI VCJI CAC LIEN DOANH NHU SAU: Chinh sach quin ly phat tridn edng nghidp noi chung va nganh cong nghiep o td noi rieng phai co tinh linh hoat va dupe hoach dinh cho mot tuong lai lau dai Thiet lap su thay the hang nhap khau, tao mdi trudng canh tranh lanh manh gifta cac lien doanh d nudc Khuyen khich viec chuyen giao cong nghe tu cac cong ty nudc ngoai nhung doi hoi phai co chon loc ket hop dao tao, bdi dudng can bo, cong nhan nudc de tiep thu cong nghe mot each co hieu qua vdi muc tieu tu chu Cho phep cac co quan nha nudc dupe phep mua xe, bo quyet dinh cam mua xe trudc day Ngoai nha nudc can co chinh sach khuyen khich tieu dung ddi vdi tat ca cac phan kinh te va cac ca nhan thong qua viec giam thue nhap khau, thue trudc ba - 104- Cong nghiep o to Viet nam dang di nhftng budc dau tien, su phat trien khong phai hoan toan thi trudng cua ta khdng co nhu cau ma dieu co't yeu phu thuoc vao dinh hudng phat trien nganh cong nghiep o td cua chinh phu Do vay, nha nudc can sdm dua nhtfng quyet sach thuc day nganh cong nghiep non tre phat trien -105- KET LUAN • Bang kien thUc hoc tap va kinh nghiem thuc te, luan van da nghien cuu va giai quyet cac yeu cdu ma noi dung cua de tai da dat va thu duqc nhhng ket qua sau: Luan van da he thong hoa co sd ly luan ve nOi dung cong tac day manh hoat dong tieu thu san pham cua cac doanh nghiep noi chung de lam co sd cho viec xem xet va danh gia cdng tac day manh hoat dong tieu thu san pham cua cac lien doanh o to Viet nam Tren co sd he thong hoa ly luan co ban ve thi trudng, luan van da nghien cdu, phan tich hoat dong tieu thu san pham cua cac lien doanh o to Viet nam thong qua nhung sd' lieu tieu thu thuc te' the hien duqc hoat dong tieu thu cua cac lien doanh, th rut cac ket luan nghien cuu, dua nhung bien phap day manh hoat dong tieu thu san pham cua cac lien doanh o to Viet nam Phan tich toan dien hoat dong tieu thu san pham cua cac lien doanh o to Viet nam th chinh sach san pham den cac chinh sach hd trq, xuc tien ban hang thong qua cac phuong phap thd'ng ke, tong hqp, phan tich thong tin nham dua cac danh gia xac thuc, cac bien phap huu hieu nham thao go kho khan, day manh hoat dong tieu thu cho cac lien doanh o to Viet nam De suat mot so' kien nghi vdi chinh sach quan ly vi mo cua nha nudc nham cai thien hon nua moi trudng dau tu, khuyen khich cac lien doanh phat tridn, thng budc tien tdi dat ty le noi dia hoa theo tie'n ma cac lien doanh da dd ra, dong thdi tao moi trudng canh tranh thuan lqi hon, co hoi cho viec day manh hoat dong tieu thu cho cac lien doanh o to Viet nam Trong giai doan hien nay, cac lien doanh o to dang gap phai nhieu kho khan cong tac tieu thu san pham thi luan van co y nghia rat quan Luan van da nghien cuu dua nhidu bien phap chu yeu ma cac lien doanh o to co the ap dung de cai thien tinh hinh Tuy nhien luan van khong thd khong co nhung diem thiet sot hoac nhung van de chua duqc nghien cuu sau Tac gia xin chan cam on va mong nhan duqc su danh gia, dong gop y kien de de tai tren co the hoan thien va co tinh thuc tien hon nua DANH MUC TAI LIEU THAM KHA O TS BO Bute Binh - TS Bui Anh Tuan (1999) : “Kinh doanh quoc te” - Lutu hanh noi bo PGS.TS Nguyen Buy Bot - PGS TS Bang Binh Bao (1997): “Giao trinh kinh te thuang mai” - Nha xuat ban giao due PGS TS Nguyen Thanh Bo - TS Ngo Kim Thanh (1999): “Chien luce va chinh sach kinh doanh cua Doanh nghiep” Luu hanh noi bo Garry D Schmitch - Danny R Arnold va Bobby G Bizzell (1994): “Chien luoc va sach luce kinh doanh” - (Sach dich) Nha xuat ban Thanh Ho Chi Minh Ibuki Taku (1998): “Tai ban hang khong dupe ?” - (Sach dich) Nha xuat ban tre Ho Chi Minh James M Comer (1995): “Quan tri ban hang” - (Sach dich) Nha xuat ban thong ke Vien nghien cuu quan ly kinh te Trung uong Ha noi •W Kenichi Ohma (1990): “Tu cua nha chien lupc” - (Sach dich) N Gregory Mankiw (1997): “Kinh te Vi mb” - (Sach dich) Nha xuat ban thong ke Philip Kotler (1994): “Marketing can ban.” - (Sach dich) Nha xuat ban thong ke 10 P Marina (1990) : “Tu tuang quan tri kinh doanh hien dai” — (Sach dich) - Nha xuat ban LICOSAXUBA TS Nguydn xuan Quang (1999): “Giao trinh Marketing thuang mai” - Nha xuat ban thong ke TS Nguybn Xuan Quang - TS Nguybn Thtra Loe (1999) : “Giao trinh quan tri Doanh nghiep thuang mai” Nha xuat ban thong ke TS Phan Dang Tuat (1999): “To chute dua doanh nghiep vao hoat dong” - Luu hanh noi bo PGS TS Nguybn Ke Tuan TS Nguybn Van Phuc TS Truong Doan The (1998) “Quan tri san xuat” - Luu hanh noi bo Bao : “ Thai bao kinh te Viet nam” So 133, 138, 145, 150, 155, 157 Nam 2000 Sd 1,2, 3, 4, Nam 2001 Bao : “ Dau tu” Sd 89, 92, 95, 100, 102, 104 Nam 2000 Sd 1, 4, 5, 6, 7, Nam 2001 Tap chi : “0 to xe may Viet nam” sd 1,2,3 Tap chi : “ Vietnam Economic News” Sd 40, 42, 43, 45, 46, 47, 48 Nam 2000 Sd , 2,3, Nam 2001 Tap chi: “ Dibn dan doanh nghiep” thang 12/1996 Sd lieu cua phong Marketing va phong phat trien khach hang Vindaco Muc luc Ldl Md DAU Chuang Ca so ly loan ve hoat dong tieu thu san pham cua cac lien doanh d to Viet nam 1.1 Khai niem, vai tro cua tidu thu san pham 1.1.1 Khai niem tidu thu san pham 1.1.2 Vai tro cua hoat dong tidu thu ddi vdi cac lien doanh d td viet nam 1.2 Noi dung hoat ddng tieu thu cua cac lien doanh to Viet nam 1.2.1 Nghien cdu thi trudng va du doan xu hudng phat trien cua thi trudng td Viet nam 1.2.2 Xay dung chien luoc tieu thu san phdm: 1.2.3 To chile va didu khidn hoat dong tidu thu to 1.3 Nhung nhan td anh hudng va chi tieu danh gia hoat dong tieu thu tieu thu o td 1.3.1 Nhan td noi tai chu quan cua mdi lien doanh 1.3.2 Yeu td khach quan anh hudng den hoat dong tidu thu: 1.3.3 Danh gia ket qua va cac chi tieu danh gia hoat dong tieu thu 13 24 26 31 Chuang Phan tich hoat dong tieu thu san pham cua cac lien doanh o to Viet nam 2.1 Khai quat ve cac lien doanh o td Viet nam 2.1.1 So luoc vd cong nghiep d td tren the gidi 2.1.2 Cong nghidp d td Viet nam 2.1.3 Dac diem cua cac lien doanh o td Vidt nam anh hudng den hoat dong tieu thu 2.2 Hoat dong tidu thu cua cac lidn doanh d td Viet nam 2.2.1 Thi trudng tidu thu cua cac lidn doanh o td VN 2.2.1.1 Nghidn cun thi trudng d td Vidt nam 2.2.1.2 Khach hang 2.2.1.3 Thi trudng tidu thu 2.2.2 Chinh sach san pham va ket cau chung loai xe lap rap tai cac lidn doanh 2.2.2.1 Chinh sach san pham 2.2.2.2 Ket cau chung loai xe lap rap 2.2.3 Chinh sach gia 2.2.4 To chile cdng tac tidu thu cua cac lidn doanh o td Viet nam 2.2.4.1 To chile mang ludi phan phoi 2.2.4.2 Td chile cdng tac tidu thu 2.2.5 Cac chinh sach vd xuc tien va hd trq ban hang 2.2.6 Ket qua tidu thu cua cac lidn doanh 2.3 Tinh hinh canh tranh 36 40 44 47 48 50 52 54 57 58 60 62 65 2.3.1 Tinh hinh canh tranh giua xe lap rap nude vdi xe nguyen chiec nhap ngoai 2.3.2 Tinh hinh canh tranh giua cac loai xe san xuat va lap rap nudc 2.4 Danh gia hoat ddng tidu thu 2.4.1 Nhung tuu dat dupe 2.4.2 Nhung han che va nhung nguyen nhan co ban Chuong Phuong hudng va bien phap day manh hoat dong tieu thu san pham cua cac cong ty lien doanh o to tai Viet nam 3.1 Dinh hudng va muc tieu phat trien hoat dpng tieu thu cua cac lien doanh 3.1.1 Dinh hudng va muc tieu phat trien nganh cong nghiep o to cua Viet nam 3.1.2 Dinh hudng va muc tieu phat trien cua cac lien doanh o to tai Viet nam 3.1.3 Dinh hudng va muc tidu phat trien hoat dpng tieu thu cua cac lien doanh to VN 3.2 Cac bien phap day manh hoat dpng tieu thu 3.2.1 Nghien cuu thi trudng, du bao nhu cPu 3.2.2 Hoan thien cong cu san pham 3.2.3 Hoan thien cong cu gia ca 3.2.4 Hoan thidn edng cu phan phoi 3.2.5 Hoan thien cong cu hd tro, xuc tien ban 3.2.6 Xay dung va quan ly he thong ban hang: 3.2.7 Phat tridn hoat dpng dich vu sau ban hang: 3.3 Cac giai phap tam vi mo