Phương hướng và biện pháp nhằm phát triển thị trường tiêu thụ sản phẩm của các doanh nghiệp công nghiệp tỉnh khánh hoà

988 LV TTjS DHKTQD BO GIAO DUC VA DAO TAO TRUONG DAI HOC KINH TE QUOC DAN TRAN CONG TAI phuong huong va bien phap nham phat trien thi truong tieu thu san pham cua cac doanh nghiep cong nghiep tinh khanh hoa « x -? ■ >2 ■ ■ ■ Chuyen nganh : Kinh te, quan ly va ke hoach hoa Ma hieu kinh te quoc dan 5.02.05 : luan an thac sy khoa hoc kinh te Ngudi hu'o'ng dan khoa hoc : PTS LE CONG HOA Truong foi line-kinh te quoc dan DAI HOC KTQD TH6NGUTlBv(E^ HA NOI -1997 -> lut PHAN Md DAU Trang i CHUO’NG : LUAN Ctf KHOA HOC VE PHAT TRIEN THI TRVCfNG TIEU THV SAN PHAM CUA CAC DOANH NGHIEP CONG NGHIEP 1.1 Vai tro cua thi trtfdng tieu thu san phdm doi vdi hoat dong san xuat kinh doanh cua cac doanh nghiep cong nghiep 1.1.1 Dinh nghia thi trtfdng 1.1.2 Phan loai va phan khuc thi titfdng 1.1.3 Chtfc nang cua thi trtfdng 1.1.4 Vai tro cua thi trtfdng 1.2 Noi dung va y nghia cua viec phat trien thi trtfdng tidu thu san pham d cac doanh nghiep cong nghiep 1.2.1 Quan niem ve phat trien thi trtfdng tieu thu san pham 1.2.2 Cac chi tieu cd ban bieu hien viec phat trien thi trtfdng tieu thu san pham cua cac doanh nghiep cong nghiep g 1.2.3 Muc tieu va y nghia cua viec phdt trien thi trtfdng tieu thu san phdm 14 1.3 Nhtfng nhan to anh htfdng ddn viec phat trien thi trtfdng tieu thu san pham cua doanh nghiep cdng nghiep 20 1.3.1 Cung, cau thi trudng 20 1.3.2 Moi trtfdng kinh doanh 21 1.3.3 Thong tin thi trtfdng 22 1.3.4 Kha nang va tidm ltfc cua doanh nghiep 23 CIlUO'NG : PHAN TICH THUC TRANG PHAT TRIEN THI TRUING TIEU THU SAN PHAM CUA CONG NGHIEP TINH KHANH HOA 2.1 Khai quat tinh hinh phat trien cdng nghiep Khanh Hoa 25 2.1.1 Gidi thieu nganh cong nghiep tinh Khanh Hoa 28 2.1.2 Ket qua hoat dong san xuat kinh doanh cua cong nghidp Khanh Hoa so vdi toan quoc 27 2.2 Thtfc tr^ng tieu thu va phat trien thi trtfdng tidu thu san phdm cua 28 cac doanh nghiep cdng nghiep tinh Khanh Hoa 2.2.1 Khai quat tinh hinh tieu thu san pham cua cdng nghiep qudc doanh 28 tinh Khanh Hoa nhung nam qua 2.2.1.1 Dac diem ve thi trubng va san ph aim cua cac doanh nghiep cong nghiep tinh Khanh Hoa 28 2.2.1.2 Khai quat tinh hinh tieu thu san pham cua cac doanh nghiep cdng nghidp qud'c doanh tinh Khanh Hoa 29 2.2.2 Phan tfch tinh hinh thi trubng va phat trien thi trubng tieu thu san pham cua mot so" doanh nghiep cong nghiep tinh Khanh Hoa nhung nam qua 33 2.2.2.1 Doanh so tieu thu san phdm cua cac doanh nghiep tren thi trubng 33 2.2.2.2 Thi phan cua mot sd doanh nghiep cong nghidp quoc doanh tinh Khanh Hoa 35 2.2.2.3 Thuc trang cac thi trubng tidu thu san ph£m cua mot so doanh nghiep cong nghiep tinh Khanh Hoa 38 2.2.2.4 Tinh hinh phan phoi san pham va ton kho cua mot so doanh nghiep cdng nghiep tinh Khanh Hoa 47 2.2.2.5 Kdt qua va hidu qua cua viec phat trie’n thi truong tieu thu san ph£m cua mbt so doanh nghiep cdng nghiep tinh Khanh Hoa 50 2.2.3 Nhffng giai phap ma cac doanh nghiep da ling dung nham phat trie’n thi trUdng tieu thu san pham 53 2.3 Danh gia viec phat trid’n thi trtfbng tieu thu san phdm cua cac 55 doanh nghiep cdng nghiep tinh Khanh Hoa 2.3.1 Nhung uu diem vide phat trien thi tnrcrng tieu thu san ph£m cua cac doanh nghidp cdng nghidp tinh Khanh Hoa 55 2.3.2 Nhung ton tai va nguyen nhdn vide phat trien thi trubng tidu thu san pham cua cac doanh nghidp cdng nghiep tinh Khanh Hoa 60 CHUONG : PHUONG HUONG VA BIEN PHAP NHAM PHAT TRIEN THI TRUING TIEU THU SAN PHAM CUA CAC DOANH NGHIDP CONG NGHIEP TINH KHANH HOA 65 3.1 Phtftfng htfdng nham phat trie’n thi trtfbng tidu thy san pham cua 65 cac doanh nghiep cdng nghiep tinh Khanh Hoa 3.1.1 Co sb va each thuc xac dinh thi trubng tidu thu san phdm cua cac doanh nghidp cdng nghidp tinh Khanh Hoa 65 3.1.1.2 Cd sb dinh hubng ve phat trien thi trubng tidu thu san phdm 65 3.1.1.2 Cach thiic xac dinh thi trubng tidu thu san phdm 67 3.1.2 Nhung hubng phat tridin thi trubng tieu thu san pham theo quan didm mb rdng 3.2 Cac bien phap nhdm phat trid’n thi trUbng tidu thy san phSm cua cac doanh nghiep cong nghiep tinh Khanh Hoa 71 75 3.2.1 Bay manh nghien ctfu thi trtfdng tieu thu san pham cua doanh nghiep cdng nghidp tinh Khanh Hoa 75 3.2.2 Xdy dtfng va hoan thien cac chinh sach Marketing d cac doanh nghidp cdng nghidp tinh Khanh Hoa 80 3.2.3 Xac dinh chid'n ltfpc canh tranh cho cac doanh nghiep cdng nghidp tinh Khanh Hoa 86 3.2.4 Phtfdng thtfc xac dinh va tinh toan hieu qua cua viec phat trien thi trtfdng tieu thu san pham cua cac doanh nghidp cdng nghidp tinh Khanh Hoa 92 3.2.5 Tang ctfdng stf hd tro cua Nha Ntfdc doi vod vide phat trien thi trtfdng tidu thu san ph dm 93 KET LUAN 96 PHAN MO' DAU Stf can thiet cua de tai nghien cdu Thi trtfdng la mot bon dieu kien cd ban cua hoat dong san xuat kinh doanh Thi tracing la ncfi tieu thu, trao doi hang hoa, la tarn gacfng de cac doanh nghiep nhan thay nhu cau cua khach hang Thi trtfdng la can cd khoa hoc de xay dang ke' hoach cua cac doanh nghiep va la ncfi thtfc hi6n gia tri hang hoa thong qua gia ca thi tradng Ngay hoat ddng dong thi tradng tieu thu san pham, cac doanh nghiep luon gap nhieu kho khan de daa hang hoa den tan tay ngadi tieu dhng cud'i cung va tao stf thoa man nhu cau cua khach hang Nhtfng kho khan nam mo'i quan he giffa cac doanh nghiep vdi tang ldp trung gian, viec l&m cho hang hoa luon thich dng vdi nhu cau cua khach hang, viec canh tranh vdi cac do'i thu, cung nha hong mol quan he giffa doanh nghiep vdi cong chung Cac doanh nghiep cong nghiep Khanh Hoa co vi tri khong may thuan ldi tieu thu san pham, vi nd nam d mien Nam Trung Bo, xa cac pho' ldn Uy tin va chat ltfdng san pham cua cac doanh nghiep nHy chtfa cao so vdi cac doanh nghiep cong nghiep thuoc cac pho' ldn Do vay, viec phat trien thi trtfdng tieu thu san pham cd y nghia rat quan trong viec tdn tai va phat trien cac doanh nghiep Ddl tiding va pham vi nghien cdu Be tai tap trung nghien cdu mot so' doanh nghiep cong nghiep Khanh Hoa, ma chu yeu la cac doanh nghiep cong nghiep Nha nude, von la cac doanh nghiep gap nhidu kho khan tieu, thu san pham cua minh thtfc hien co che mdi Ddng th bi, de tai cung chu yeu nghien cdu nhdng giai phap kinh te va to chdc nham phat trien thi trtfdng tieu thu san pham cua cac doanh nghiep edng nghiep Phddng phap nghien cdu Ngoai viec van dung cac phucrng phap nghien cun co ban nhtf: Phtfdng phap vat bien chtfng va vdt lich stf, ludn an vdn dung cac phtfdng phap phan tich, td’ng hdp, phtfdng phap mo hmh, toan hoc va cac phtfdng phap dieu tra khao sat thtfc te Muc tieu nghien ctfu De tai htfcrng viec nghien cun vao he thong hoa, phat tridn va hoan thien nhung kidn thtfc ly thuyd't vd thi trtfdng, vd phat trien thi trtfdng tidu thu san phftm cua cac doanh nghiep co che mdi; dong thdi giup cho cac doanh nghidp cdng nghidp, cac nha quan tri doanh nghidp tinh Khanh Hoa thao gd nhung kho khan, vtfdng mac de tri, phat trien thi trtfdng tidu thu san ph dm cua minh nhung nam tod Dong gop cua luan an - He thong hoa mdt each khoa hoc vd'n dd ly ludn vd phat tridn thi trtfdng tidu thu san pham cua cac doanh nghidp cdng nghidp - Danh gfa dung vd thtfc trang phat trien thi trtfdng tidu thu san phdm cua cac doanh nghidp cdng nghidp tinh Khanh Hoa - Xac dinh dupe nhung uu didm va nhung ton tai vd phat trien thi trudng tidu thu san phdm cua cac doanh nghidp cdng nghidp tinh Khanh Hoa - De xudt mot sb phuong huong va giai phap vd to chtfc va kinh td' nham phat trien thi trudng tidu thu san pham cua cac doanh nghidp cdng nghidp tinh Khanh Hoa Ket cau cua luan an Ten de tai “Phuong huong va bien phap nham phat trien thi trudng tieu thu san pham cua cac doanh nghiep cdng nghiep tinh Khanh Hod” Ngoai phdn mb dau, phiin ket luin, luan an gom chuong Chtfdng : Luan cif khoa hoc ve phat trien thi trtfdng tieu thu san pham cua cac doanh nghiep cong nghiep Chtfdng : Phan tich thtfc trang phat tridn thi trtfdng tieu thu san pham cua cac doanh nghiep cong nghiep tinh Khanh Hoa Chtfdng : Phtfdng htfdng va bien phap nham phat trien thi trtfdng tieu thu san pham cua cac doanh nghiep cong nghiep tinh Khanh Hoa CHlWNG EUAN CIj KHOA HOC VE PHAT TRIEN THI TRUING TIEU THU SAN PHAM CUA CAC DOANH NGHIEP CONG NGHIEP 1.1 VAI TRO CUA THI TRUONG TIEU THU SAN PHAM DOI VO’I HOAT DQNG SAN XUAT KINH DOANH CUA CAC DOANH NGHIEP CONG NGHIEP 1.1.1 Djnh nghia thi trtfdng Hang hda san xuat la de ban, chung dtfdc bdn tren thi trtfdng Theo each cd dien, thi trtfdng la ncfi didn cac qua trinh trao do’i, mua bdn, ncfi ma ngtfdi mua va ngtfdi ban tiep xue de mua ban hang hoa va dich vu Thi trtfdng the hien ddc tinh rieng co cua nen kinh te san xuat hang hda Khong the coi thi trtfdng chi la cai chd, cac ctfa hang mac du d co mua ban hang hda Theo David Begg, thi trtfdng theo nghia hep la ‘tap hcfp cac stf thoa thuan, thong qua ngtfdi ban va ngtfdi mua tiep xue lln de trao doi hang hda va dich vu Theo nghia rang hdn ‘Thi trtfdng la stf bieu hien thu gon cua qua trinh ma thong qua dd cac quyet dinh cua cac gia dinh ve tieu dung mat hang n&o, cac quyet dinh cua cac cong ty vd san xuat cai gi, san xuat nhtf the nao? va cac quyet dinh cua cong nhan ve viec lam bao lau, lam cho ai, deu dtfdc dung hoa bang stf dieu chinh gia ca”[9] Thi trtfdng cua mdt loai hang hoa cu the dtfdc phan theo c£c cap sau: (Sd dd so' 1) Cdc doanh nghiep co gang loi keo dtfo'c nhtfng ngtfdi chtfa dung va nhtfng thi trtfdng tieu thu san pham Sd s0 thi (AP+P0) (AQ + Qo) - P0Q0 > (AP+PO) (AQ + Qo) => - x >1 (1) v'l Po va Qo deu dtfdng Po Qo AP _ AQ Bat = P va = Q _P° Qo Q va P goi la toc tang cua san ltfdng va gid cd cda sdn pham tieu thu Bay la moi quan he giffa tdc tang cua san ltfdng va gid ca san pham tieu thu bao dam doanh thu tang len Nhtf vay qua (2) ta thdy : gid tang len 1% thi dung nhffng yeu to' chi phi de kich thich doanh thu tang trtfdc Stf tang giant ctia doanh thu dhi noi len ket qud hoat dong san xuat kinh doanh cua doanh nghiep tren thi trtfdng tieu thu san pham Stf thay doi doanh thu trtfdng nhtfng phai bao darn ldi nhuan tang len, cd nhtf vdy viec phdt trien thi trtfdng mdi dat dtfdc hieu qua loan ven 90 Vftn dd d day ll doanh nghiep sd dung nhffng chi phi ffong qud trinh san xuat, phan phoi, xuc lion day manh tieu thu nhlm tang doanh thu nhffng vln bao dam ldi nhuln tang len Den day, can phli xdc dinh md'i quan he giffa tOc (C) vl tOc tang cfla doanh thu (R) ml vln bao dim ldi tang cua chi phi nhuln tang lOn Goi 7?,, Ro, C„ lan lffdt ll ldi nhuan, doanh thu vl chi phi thdi ky goc 7ti,■ Ri, Cj lin lffdt la ldi nhuan, doanh thu vl chi phi thdi ky nghien ctfu (sau thdi ky goc) R ll ty suat ldi nhuan trcon doanh thu thdi ky gOc : R* =— (da biet) Ta co : =>AR - AC > - 7to > vi mudn ldi nhuan tang len AC < AR AC c0 AR -x Ro c0 vi Co dffdng vl c0 gid tri Co = Ro - TC0 1-R * R => C < R 1- R * (3) Ro Nhff vay tOc tang cua doanh thu phu thuoc vlo tOc tang cua chi phi thi ldi nhuan mdi co the lang len Qua (3) ta th£y mudn doanh thu tang 1% thi chi phi phai tang vl cd the’ lang ldn hdn 1% (nhffng khdng qud -I-—) Day ' ' , 1-R ' chinh ll dieu kien rlng buoc cua doanh nghiep sd dung chi phi de cai thien doanh thu nh&m phdt trien thi trffdng lieu thu san phim, ml vln bao dam ldi nhuan ldn hdn trffdc Theo tdi cdng ly dffdng Khanh Hoa, dlt kA hoach 1997 vdi doanh thu ll 111.045 trieu dong, lang 32,60% so vdi nam 1996 (doanh thu thtfc hidn nam 1996 ll 78.840 trieu dong) vl ty suat ldi nhuan tren doanh thu nam 1996 ll 3,12% Nhff vay tOc tang cua chi phi bong nam 1997 so vdi 1996 ll bao nhieu de cho ldi nhuan tang len? sd dung cdng thtfc (3) ta se tim tOc tang cua chi 91 phi nhdm bao dam ldi nhuan nam 1997 ldn hdn ldi nhuan nam 1996 : _ 22 6% C< = 33.64%nghia la 16c tang cua chi phi phai nhd hdn 100%-3,12% ’ 33,64% Trong nhffng tru’dng hdp dac biet nhff : Doanh nghiep mdi tham gia vdo thi tru’dng hodc vffa tao dude san pham mdi thi doanh nghiep co the chap nhan ldi nhuan am thdi ky dau, dan dan tang ldi nhuan len bdng nhffng no life cua chinh doanh nghiep nhff sff dung chinh sach gid thap, sff dung nhffng chi phi de d^y manh tieu thu vd phat trien thi tru’dng tidu thu sdn ph^m Van de dat d day Id phdi xdc dinh khoang thdi gian can thiet de cho doanh nghiep co ldi nhudn b£t dtiu dffdng Hoac ngudc lai, doanh nghiep muon mot khoang thdi gian nhat dinh, thi toc tang cua doanh thu vd chi phi binh qudn nhff the ndo? de cho ldi nhuan bdt ddu dffdng (hda von) Goi t Id thdi gian can thiet de ldi nhuan bdt ddu dffdng ( thdi gian hda von) C vd R la tdc tang binh quan cua chi phi vd doanh thu mot ddn vi thdi gian Thi : CO(C+1)' = RO (R+l)‘ Vay, vdi toc tang cua chi phi vd doanh thu binh quan da xac dinh (C< R) thi cdc doanh nghiep cd the xac dinh thdi gian hodn von nhff cong thffc (4) suat ldi nhuan tren doanh thu (R ') Dong thdi vdi $ nghia cua R ld ndi len dong doanh thu lieu thu san pham se deni lai bao nhieu ldi nhuan Vd chi tieu ndy chffa ndi len chi phi nhffng cd the sff dung nd nhff ld chi tieu de xem xdt hieu qud phat trien thi tru’dng lieu thu san pham 92 V! R* co quan he mat thiet vdi ty suat ldi nhuMn tren chi phi, kg hieu la C n ’■ Ta co : /?* - r> R* = — R R R* = C* - 1+C R* hoac C* = — ' 1_R* c Nhtf vMy, cMc doanh nghiep cd th’ stf dung R* nhtf IM tidu thtfc hi6u qui phat trien thi trtfdng lieu thu san phlm vM cdn stf dung no ket hdp vdi chi tieu ,, , * R doanh thu tr^n voh de xac dinh hieu qua stf dung von ROI = R —t • ’ ’ ’ ' vo n Tom lai luftn an muOn stf dung ldi nhuan tren doanh thu (R*) la cOng cu phd bien nhdt d’ xac dinh va tfnh toan hieu qua cua viec phat tri’n thi triftfng tieu thu san phdm cua cac doanh nghiep cong nghiep NgoMi , cac doanh nghiep co the stf dung chi tieu thi ph!n nhtf la mot chi tieu cd ban de danh gia stf boat ddng cua doanh nghiep so vdi cdc doi thu canh tranh tren thi trtfdng Thi phan (phan suat thi trtfdng) lM tf le giffa doanh so' cua doanh nghiep chia cho doanh so' cua toan thi trtfdng mM doanh nghiep muOn htfdng ddn - co th’ la gia tri hoac hien vat Thi phan se dtfdc xac dinh ddn gian neu doanh nghiep hiet dtfdc doanh so' tuyet do'i cua thi trtfdng Trong trtfdng hdp chi biet dtfdc tOc phat trien cua thi trtfdng - , ttfdng doi thi doanh nghiep cung co the biet dtfdc thi phan ciia minh tang hay giam qua cdc thdi ky Neu tOc tang doanh so" ctfa thi trtfdng ma nhd hdn toc do.tang doanh stf cda doanh nghiep thi co the ket luan la thi phan cua doanh nghiep cang tang Thi phan cang tang la muc tieu phan dau cua da so' cac doanh nghiep Nhtfng nhffng tr^Tdng hdp cu th’ co nhffng doanh nghiep can phai chu dong gidm thi phin, vi co the la giam thi phan se dem lai ket qua va hieu qua cao hdn nhtf 7t tang hoac ty sua't ldi nhuan tang 93 3.2.5 l ang cuTfrng suf hd tro' cua Nha ntfdc doi vdi viec phat trien thi trudng tieu thu san ph^m Stf quan ly Nhh ntfdc ve m5t kinh le lit mdt nhffng ye'u to cd ban nham cai thien mdi trtfdng kinh doanh Tren cd sd do, cdc doanh nghiep cd dieu kien thuan ldi de phat trien thi trtfdng tieu thu san pham (J Viet Nam sau 10 nam doi mdi chung ta da vua coi viec hinh thi trtfdng vita coi vai trd quan ly vi mo cua Nha ntfdc Nhtfng thi trtfdng d Khdnh Hda cung nhtf thi trtfdng d toan quoc mdi hinh thanh, sd khai, hieu ltfc quan ty vi md han che, non nhffng true trac cua thi trtfdng da xuat hien, nhffng tieu ctfc nhtf hang gia, budn lau cd chieu htfdng gia lang Thtfc tidn dd doi hoi can phai cd stf quan ty ciia Nha ntfdc nham tao mdi trtfdng kinh doanh o’n dinh hdn stf canh tranh cdng bang ; day la dieu kien can thiet de cac doanh nghiep phat trien thi trtfdng tieu thu san phim Trong nam 1996, cdng nghiep va thtfdng nghiep Khanh Hda phat trien them mdt so' cd sd kinh doanh Tao nhieu san pham cho xa hoi va xuat khau, giai quye't cdng an viec lam, gop phan tang nhanh gia tri san xuat cdng nghiep dai phtfdng Nam 1996, cdng nghiep Khanh Hda cd them cdng ly cd phan, cdng ly cong ty trach nhiern hffu han, doanh nghiep ttf nhan chu yen san xuat cac mat hang thuy san, lam san, gia'y Ngoai ra, nam lap mdi them 330 cd sd cong nghiep nho vdi tong vo'n dau ttf la 32 ty dong giai quye't cho 1400 lao ddng Ve thtfdng nghiep ngoai Nha ntfdc den 1/7/1996 cd 279 doanh nghiep ttf nhan, 29 cong ty trach nhiern hffu han, 22.496 ho ca the chu yen kinh doanh thtfdng nghidp, dich vu lhm phong phu them cac mat hang phuc vu nhSn dan Nhtfng dd chi cd 66,8% so ho kinh doanh cd thd’ cd dang ky kinh doanh va 71,5% sd' ho kinh doanh cd ddng thud' NhtfvSy, vdi stf xuat hien cang nhieu cac doanh nghidp cdng nghidp cung nhtf thtfdng nghidp va stf quan ly Nha ntfdc tinh Khanh Hda chtfa day du da din den tinh trang canh tranh khdng 94 cong bdng - cd doanh nghiep phai dong thue, co doanh nghiep trdn thud' Co doanh nghiep thtfc chat ld von cua ngtfdi ntfdc ngodi nhtfng danh nghia la ttf nhan ngtfdi Vidt Nam ; dieu ndy co thd’ ndi mdi trtfdng canh tranh d Khdnh Hoa chtfa Idnh manh Day cung la vd'n de chung cua ca ntfdc De’ giai quyet van de ndy Nhd ntfdc md cu the’ ld Sd cdng nghiep phai ke’m tra, cap gid'y phep hoat dong san xua't kinh doanh, dieu chinh san xuat, cho'ng phd gid, stf dung nhffng tieu chuan ltfdng de’ kiem sodt chat ltfdng vd nang cao uy tin san pham cdng nghiep dia phtfdng Khdnh Hda Sd thuy thuy san Khdnh Hda quy dinh nhffng san pham tom giong phai dtfdc Sd kiem dich trtfdc xuat khoi tinh Day cd the ld mot hdi hoc cho ngdnh cong nghiep Khdnh Hda de tao uy tin cho san pham Hidn viec quan ty cdng nghiep ctia tinh Khdnh Hda rd't tan man, ndnt cdc ngdnh kinh te khac nhau, d6 vide kie’m tra, kie’m sodt, bao cdo thong ke gdp khcr khan, khdng phan anh dung ket qua hoat dong phdt trid’n thi trtfdng Tinh Khanh Hoa vd Sd cdng nghidp can phai co nhffng to’ chtfc, ddn vi chuyen kie’m tra kiem sodt nhffng doanh nghidp cdng nghidp thuoc nhffng ngdnh kinh te' khac Cd nhtf vay viec quan ty ctia Nhd ntfdc mdi chat che, tao dieu kien thuan ldi cho cac doanh nghidp cdng nghidp phdt trid’n thi trtfdng tieu thu san pham Chat ltfdng san pham cdng nghidp phu thuoc nhieu vdo cdng nghe san xuat De’ chat ltfdng san pham cdng nghidp Khdnh Hda tot hdn vd cd uy tin tren thi trtfdng, tinh Khanh Hda edn phai tfu tien ddu ttf chieu sau dd’i mdi cdng nghe, thidt bi bang cdch midn giam thud' von cho nhffng doanh nghidp cdng nghidp cd dau ttf cdng nghe mdi nhtfng khdng dong bo, tao dieu kien cho cdc doanh nghidp cdng nghidp cd stfc manh canh tranh tren thi trtfdng, vd hodn tra vd'n vay de’ doi mdi cdng nghe dung ke hoach, ddng thdi cam nhdp nhffng cdng nghd lac hau Mot doanh nghidp cd ton tai vd phdt trid’n hay khdng thi yeu to' dau tien la ngtfdi Do dd, vide ltfa chon vd bd' tri edn bo dd’ phdt huy het khd nang, tan dung dung sd trtfdng ld cdng viec vd cung quan doi vdi cac doanh nghiep 95 cong nghiep Khanh Hda, md dac biet quan doi vdi cdc doanh nghiep quoc dtfdng chtfc trdch da giao vd cai tien le ldi 1dm viec, bo sung them nhffng can bo co du kien thtfc, kinh nghiem vd ky nang dd hodn thdnh cdng vide san xuat kinh doanh dtfdc giao Theo t6i, Sd cdng nghiep Khanh Hda cin ndm chac thi trtfdng, coi thong tin thi trtfdng Thong tin thi trtfdng Id mdt nhffng tdi nguyen de’ cho cac doanh nghiep phdt trid’n thi trtfdng tieu thu san ph^m, Id mot yeu to' quan cua kd' hoach kinh doanh cua doanh nghiep Mdi doanh nghiep co the’ lap he thong thong tin thi trtfdng, nhtfng cdc doanh nghidp cd thd’ co nhffng hdnh ddng chong lai hodc di ngtfdc lai ldi fch cua minh neii doanh nghidp khong co thong tin thi trtfdng day du Cdc thi trtfdng tieu thu san pham se khong hoat ddng tot ndii cdc quyet dinh ve san xuat vd lieu dilng dtfa khong dtfa tren cd sd thong tin co chat ltfdng lOt Trong nen kinh le thi trtfdng, cdc doanh nghidp vd ngtfdi tieu dilng khong cd kha nang dtfdc thong tin day dti ve cdc hau qua cdc quyet dinh cua ho gay Theo toi, Nha ntfdc can phai cung cap day du nhffng thong tin ve thi trtfdng de’ cho cdc doanh nghidp cung nhtf ngtfdi tidu dung cd nhffng quyet dinh chinh xac, cd hieu qua Tang ctfdng quan 1< Nhd ntfdc bang cac bien phdp cung cap cho cdc doanh nghidp nhffng thong tin cd chat ltfdng cao de cho ho di dung theo phdp luat, giup cho cdc doanh nghidp thao gd nhffng kho khan vide phat trid’n thi trtfdng tidu thu sdn pham Nhd ntfdc cung cap nhffng thong tin vd thi trtfdng dau nhtf : So ltfdng, chat ltfdng san pham, hang hda xuat nhap khau, nhu cau chung cua thi trtfdng Ngodi ra, cac doanh nghidp can cd nhffng thong tin dau vao nhtf trff ltfdng tai nguyen, khoang san, ban khodng san vd tdi nguyen de xdy dtfng, ddu ttf lau dai, tao didu kien thuan ldi cho vide phdt trid’n thi trtfdng tieu thu sdn pham cua cac doanh nghidp cong nghidp tinh Khanh Hoa 96 KET LEAN Qua qua trinh nghien cffu vk dieu tra thtfc te thi trtfdng tieu thu san pham cua cac doanh nghiep cong nghiep Khanh Hda m& chu yeu la nhung doanh nghiep cong nghiep Nha nu’dc , vdi muc dich nghien ctfu da dtfdc trinh hiiy ph;ln noi dung ; luSn van rut nhffng ket luan sau : - Xuat phdt tff he thong cac I}/ thuyet vd thi tru’dng vd phat tri^n thi trtfdng tidu thu san pham Lufln an phan lich thffc trang thi tru’dng tieu thu san pham cua cdc doanh nghiep cdng nghiep Khanh Hda vd tim mot sd nguyen nhan chinh din den sff tdn tai ctia cdc doanh nghiep cdng nghiep vd phdt trid’n thi tru’dng tidu thu san pham Luan an da sff dung nhieu cln tidu de’ danh gid dung mffc thuc trang viec phat trid’n thi tru’dng lieu thu san pham, cd nhffng chi tidu bdn va ben ngoai doanh nghidp, co nhffng chi tieu Iffdng doi va tuyet doi - I rpng tdm ciia luan an la dffa nhffng phtfdng htfdng vd bien phap nham day manh phat tri&i thi trtfdng tidu thu san phant cua cdc doanh nghidp cdng nghidp Khanh Hda Xac dinh tien trinh phat trid’n thi trtfdng tieu thu san pham ; htfdng phat trie’n thi tru’dng theo quan diem md tong vd viec xac dinh nhffng tac nhan quan cua mdi trtfdng cd anh htfdng den thi tru’dng tidu thu san pham la nhffng phtfdng htfdng md luan an da lieu Ngoai luan an da de mot sd bien phdp nhff day manh nghien cffu thi trtfdng xay.dtfng va thffc hien cac chinh sach Marketing, tang ctfdng kha nang canh tranh, tinh loan hieu qua ctia viec phat trien thi trtfdng lieu thu san pham va nhffng bien phap vi mo Hay la nhung giai phap ma theo cluing tdi la phii hop va co tinh kha thi, co thd’ ap dung, nham phat trie’n thi trtfdng tieu thu san pham ctia cac doanh nghiep cdng nghiep Khanh Hda TAI LIEU THAM KHAO !-• Airies va JackTrout Nhung didu luat tiep thi khong thd thidu - Nha XuSt ban Thanh phO HO Chi Minh - 1996 TrAn Dinh ap va Mai Duy TAu Marketing - Nhtf Xuit ban Licoaxuba - 1996 Bao cao kd't qua hoat ddng xuit nhap khiu 1996 tinh Khanh Hoa Bao cao tinh hinh thtfc hien kd hoach nam 1991 - 1995 cua sd cdng nghidp Khanh Hoa Bao cao tong kdt hoat ddng cua cdng ty dtfdng Khanh Hoa 1991 - 1996 Bao cao quyet toan cua cdng tv dtfdng Khanh Hoi 1991 - 1996 Bao cao tinh hinh kinh td tinh Khanh Hoa 1996 Nguydn Thi Kim Binh - Mdt so giai phap nham md rdng thi trtfdng san phim cua tong cdng ty Giiy Vidt Nam - luAn an thac sy Trtfdng DH Kinh td QuOc dan - 1997 David Begg, Stanley Fischerr, Rudiger Dornbusch - Kinh td hoc - Nha suit ban giao duc - 1992 10 Nguydn Thi Lien Didp, Hd Duc Hung va pham Van Nam - Quan tri Marketing Nha suit ban thOng ke - 1994 11 Gamy D.Smith - Chidn ltfqc va sach iuqc kinh doanh - Nha suit ban Thanh phO Hd Chi Minh - 1994 12 Dam van Nhud - Ltfa chon phtfdng an tOi tfu san xuit kinh doanh cua doanh nghidp - NXB Chinh tri Quoc gia - 1995 13 Nien giam thOng ke - 1996 14 Paul A Samuelson - Kinh td hoc - NXB Quan hd quoc td - 1989 15 Nguydn Dinh Phan - Kinh ttf va quan ly cong nghidp - NXB giao duc, 1997 16 Philip Kotler - Nguyen ly Marketing - NXB Thanh phO Hd Chi Minh - 1994 17 Vu Thd Phu - Basic marketingVidn dai hoc md - 1995 18 Quy hoach phat tridn mia dtfdng Khanh Hoa 1997 19 Robert Pindych, Daniel L Rubifeld - Kinh ttf hoc vi md - NXB khoa hoc ky thuat - 1994 20 Tap chf INFOFISH trade news 1993 - 1995 21 LS Van Tam - Phat trifhi Doanh nghiep cdng nghidp vita va nhd d Ha Ndi - NXB chinh tri qudc gia - 1996 22 Nguyen Van Thanh, Nguyen Dai Tilling - kinh te vi md - NXB Thong ke - 1994 23 TSRobert, W.Hass - Marketing cdng nghidp - NXB Thdng kd - 1994 24 Tinh hinh kinh te xa hoi Khanh Hda 1996 25 Tinh hinh xua't nhap khilu 1996 d£n 2000 tinh Khanh Hoa 26 Nguyen K£ Tud'n - Giao trinh quan tri hoat ddng thuomg mai cua doanh nghidp cdng nghidp - NXB giao due - 1996 27 Nguydn Van Vidn va Nguydn Van Hoa - Bi quydt dat cua cac nha kinh doanh noi tidng thd gidi - tap chi thuerng mai - 1992 28 Xdm Khet Chaturi Phiphat - chien thuat tiep thi - Bdi hoc tit Nhat Ban - NXB Van hoa thdng tin - 1994