Hãng hàng không quốc gia việt nam trước sự phát triển của các hãng hàng không giá rẻ ở đông nam á

TRUONG DAI HOC KINH TE QUOC DAN *** Ngo Thai Huong DAI HOC KTQD TRUNG TAM THONG TIN THUVIEN _ a HANG HANG KHONG QUOC GIA VIET NAM TRUdC SU PHAT TRIEN CUA CAC HANG HANG KHONG GIA RE DONG NAM A Chuyen nganh: Kinh te Doi ngoai LUAN VAN THAC SY KINH TE NGUUl HUONG DAN KHOA HOC: PGS.TS NGUYEN NHU BINH THS.J956 Ha Noi, Nam 2006 MUC LUC Trang DANH MUC CAC CHLf VIET TAT DANH MUC CAC BANG BIEU, SO DO, HINH VE TOM TAT LU AN VAN LOl NOI DAU Tong quan ve hang khong truyen thong va hang khong gia re Chtrong 1.1 Nhung xu hubng Ion van tai hang khong hien 1.1.1 Tu hoa van tai hang khong 1.1.2 Lien minh toan cau gitra cac hang hang khong 11 1.1.3 Sir hinh cac hang hang khong gia re 16 1.2 Hang khong truyen thong va hang khong gia re 18 1.2.1 Mo hinh, dac diem cua hang hang khong truyen thong 19 1.2.2 Mb hinh, dac diem cua hang hang khong gia re 24 1.2.3 So sanh hai mb hinh 32 Thue trang mang dudng bay khu vuc cua Vietnam Airlines va sir Chuong phat trien cac hang hang khong gia re khu vuc 36 2.1 Mang dubng bay Dong Nam A cua Vietnam Airlines 36 2.1.1 Thi trubng Thai Lan 38 2.1.2 Thi trubng Malaysia 44 2.1.3 Thi truong Singapore 46 2.1.4 Thi truong Dong Duong va noi dia 52 2.2 Su hinh va phat trien cua cac hang hang khong gia re khu vuc Dong Nam A 56 2.2.1 Sir hinh cua cac hang hang khong gia re Dong Nam A 56 2.2.2 Moi trubng hoat dong cua cac hang hang khong gia re khu vuc Dong Nam A 58 2.2.3 Mot so hang hang khong gia re dien hinh b Dong Nam A 65 2.3 Ca hoi va thach thuc doi voi Vietnam Airlines tn cac hang hang khong gia re cua Dong Nam A 71 2.3.1 Co hoi 71 2.3.2 Thach thuc 72 Giai phap doi voi Vietnam Airlines truoc nhung thach thuc tu Chuong cac hang hang khong gia re khu vuc 78 3.1 Muc tieu cua Vietnam Airlines tren mang duung bay khu vuc Dong Nam A den nam 2010 .78 3.2 Mot so giai phap doi vai Vietnam Airlines truac nhung thach thuc tu cac hang hang khong gia re khu vuc 79 3.2 Giai phap ve san pham 79 3.2.2 Giai phap ve gia 87 3.2.3 Giai phap ve mang ban 90 3.2.4 Giai phap ve xuc tien va canh tranh 91 3.2.5 Cac giai phap khac 93 3.3 Kien nghi doi vai Chinh phu 99 KET LUAN 102 DANH MUC TAI LIEU THAM KHAO DANH MUC CAC CHtT VIET TAT LCA: Lowcost Airline - Hang hang khong gia re TA: Traditional Airline - Hang hang khong truyen thong VN: Vietnam Airlines - Hang hang khong quoc gia Viet Nam TG: Thai Airways SQ: Singapore Airlines MH: Malaysia Airlines SGN: Tp Ho Chi Minh DAD: Da Nang HAN: Ha Noi SIN: Singapore BKK: Bangkok KUL: Kuala Lumpur GDS: Global Distribution System - He thong phan phoi toan cau GA: Garuda Indonesia MI: Mandala Airlines JT: Lessbrook Pty Ltd Dba Transair D Lion Airlines TR: Tiger Airways FD: Thai AirAsia 9Q: PB Air AF: Air France LH: Deusche Lufthansa AG CDG: San bay Charles de Gaulles - Paris, Phap FRA: Frankfurt, Due LBMH: Lich bay mua he LBMD: Lich bay mua dong RMS: Revenue Management System -He thong quan tri doanh thu FFP: Frequent flyer Program - Chuang trinh khach hang thuong xuyen DANH MUC CAC BANG BIEU, SO DO, HINH VE Hinh 1.1 Su phat trien cua Hang khong gia re 17 Hinh 2.1 Mang bay cua Air Asia 67 Hinh 2.2 Mang bay cua Tiger Airways 69 Hinh 3.1 Mo hinh “Boston Box” 81 Hinh 3.2 Ma tran Ansoff 81 Bang 1.1 Gia ve khu hoi tren mot so tuyen - 05/2006 30 Bang 1.2 So sanh mo hinh LCA va TA .32 Bang 2.1 Thi truong hanh khach Viet Nam - Thai Lan 38 Bang 2.2 Thi truong hanh khach Viet Nam- Malaysia 44 Bang 2.3 Thi truong hanh khach Viet Nam - Singapore 47 Bang 2.4 Ket qua van chuyen tren cac dubng bay noi dia (OFOD) nam 2005 54 Bang 2.5 Phan bo dan so theo kich co 59 Bang 2.6 Cac chi so viec phat trien du lich bang dubng hang khong 60 TRUONG DAI HOC KINH TE QUOC DAN *** Ngo Thai Huong HANG HANG KHONG QUOC GIA VIET NAM TRUOC SU PHAT TRIEN CUA CAC HANG HANG KHONG GIA RE DONG NAM A r r Chuyen nganh: Kinh te Doi ngoai LUAN VAN THAC SY KINH TE TOM TAT LUAN VAN THAC SY Ha Noi, Nam 2006 i LOI NOI DAU Ti'nh cap thiet cua luan van Cung voi xu the quoc te hoa va toan cau hoa nen kinh te the gidi, xu hudng tu hoa nganh hang khong da lam cho thi truong hang khong dac biet la hang khong quoc te thdi gian qua co rat nhieu bien chuyen Ben canh cac hang hang khong truyen thong co mot lan song kinh doanh khac dang Ion manh len, la su xuat hien cang nhieu cac hang hang khong gia re Tiep theo chau My va chau Au, d Dong Nam A, lan song dang bat dau Viet Nam, dau nam 2004, Tiger Airways quang cao duong bay Hanoi/Saigon - Singapore voi muc gia mot chieu tu USD tro len va moi day, tu 17/10/2005, Thai Air Asia khai thac duong bay Hanoi - Bangkok voi muc gia mot chieu tu 25 USD tro len Voi muc gia thap hon dang ke so voi cac hang hang khong dich vu day du, mot so luong Ion hanh khach da duqc thu hut sir dung dich vu cua cac hang hang khong gia re Tuy rang da co mot Lo trinh hoi nhap duoc chuan bi kha chu dao de vai nam tdi Vietnam Airlines tro hang hang khong tarn co trung binh cua khu vuc, nhung thi truong va san pham Vietnam Airlines dang khai thac la thi truong cua nhung hang hang khong day du dich vu Tren thi truong khu vuc, ke tu nay, Vietnam Airlines khong nhung phai doi mat voi cac hang hang khong nhu Thai Airways, Singapore Airlines hay Malaysia Airlines von cung la nhung hang hang khong ten tuoi tren the gidi, ma gap phai su canh tranh quyet liet tu cac hang gia re nhu Tiger Airlines, Air Asia Chinh vi vay, viec tim nhung giai phap de Vietnam Airlines co the duong dau voi nhung thach thuc tir cac hang hang khong gia re chau A tro mot nhung van de cap bach giai doan sap tdi Vi ly tren, tdi da chon de tai: “Hang Hang khong quoc gia Viet Nam truoc su phat trien cua cac hang hang khong gia re d Dong Nam A” ii Muc tieu nghien cuu - Nghien ciru mo hinh, dac diem cua hang hang khong truyen thong, phan biet vdi cac hang hang khong gia re va xu huang tu hoa nganh hang khong hien - Tren cor so do, luan van phan tich thuc trang cac duong bay khu vuc cua Vietnam Airlines, su doi va phat trien cua cac hang hang khong gia re khu vuc cung nhu cac thach thuc ma cac hang hang khong gia re dat cho Vietnam Airlines - De xuat cac giai phap cho Vietnam Airlines trucrc cac thach thuc tu cac hang hang khong gia re khu vuc Doi tuong va pham vi nghien cun Doi tuang nghien cuu cua luan van la ve cac thach thuc dat d6i vai Vietnam Airlines tu cac hang hang khong gia re a Dong Nam A nhung nam gan day Luan van giai han nghien cuu ve cac duong bay khu vuc Dong Nam A cua Vietnam Airlines va cac hang hang khong gia re khu vuc Phuong phap nghien cuu Trong qua trinh nghien cuu, luan van su dung phuong phap vat lich su ket hup vdi nghien cuu thuc te va so sanh qua nit nhung nguyen nhan va de giai phap truac nhung thach thuc dat cho Vietnam Airlines tu cac hang hang khong r gia re chau A Cau true luan van Ngoai phan ma dau, ket luan, phu luc, danh muc tai lieu tham khao, noi dung cua luan van gom chuong Chuong 1: Tong quan ve hang hang khong truyen thong va hang hang khong gia re Chuong 2: Thuc trang mang duong bay Dong Nam A cua Vietnam Airlines va cac hang hang khong gia re khu vuc iii Chuong 3: Giai phap doi vdi Vietnam Airlines trade nhung thach thuc tir cac hang hang khong gia re khu vuc 90 - Tang cudng cac chinh sach ho tro chinh sach gia: thi truong dieu chinh cac chinh sach khuyen khich dai ly de tang cudng hoat dong ban, phat huy cac uu the cua chinh sach CA de thu hut ddi tuong khach thu nhap cao A 3.2.3 Gidi phap ve mang ban Xac dinh muc dich ban hieu qua tat ca cac san pham cua VN, tiep tuc tri cac kenh ban hien tai cua VN: ban true tiep, ban qua dai ly, ban qua GDS phu hop vdi tung thi trudng du sue canh tranh va khai thac duoc cac phan thi muc tieu cua VN He thong ban la mot phan dich vu cung cap cho khach hang, thong qua kha nang, chat luong cung cap thong tin cua nhan vien ban ve, dai ly, tinh dong bo, chuyen nghiep cua he thong dai ly, v.v He thong ban phan anh chat luong dich vu va hinh anh cua hang hang khdng Vi vay, de canh tranh mot each cd hieu qua vdi cac LCA, VN phai khdng ngimg nang cao va hoan thien chat luong dich vu ban theo hudng thuan tien, nhanh chong, hieu qua va giam chi phi ban: - To chuc va ky thuat ban duoc xay dung theo dac diem cua tung thi trudng nhung phai nhat quan vdi dinh hudng phat trien de hoat dong ban tao doanh thu cao va phat trien ben vung - Giam rui ro he thong ban bang each nang cao cong tac tuyen chon, chi dinh, dao tao va giam sat dai ly Ddng thdi, khuyen khich hoat dong ban cua cac dai ly bang cac chinh sach ho trq, khuyen khich ban VN nen su dung nhieu cac hinh thuc khuyen khich dai ly hon vi mac du khd quan ly nhung nhung hinh thuc lai it anh hudng den doanh thu cua VN va md rong kha nang ban - Tang cudng he thong ban true tiep, dac biet la hinh thuc ban qua Internet, trudc het la tai cac thi trudng da phat trien hinh thuc mua ban qua mang nhu Singapore, Malaysia Day se la khdi dau tot cho su phat trien hinh thuc ban sang cac thi trudng khac cung vdi su phat trien nhanh chong cua cong nghe thong tin khu vuc - Chinh sach ve dien tu (e-ticketing) dang qua trinh nghien cuu va trien khai Hien nay, VN da thuc hien cham hon cac hang khac (cac TA khu 91 vuc hau het da ap dung ve dien tu, cac LCA su dung chu yeu ve dien tu, va ca Pacific Airlines cung du kien ap dung ve dien tu trudc VN), va cham han yeu cau chung cua IATA VN can co chinh sach cho giai doan chuyen tiep va thdi gian dau thi diem ap dung ve dien tu Ve co cau khach, de tri khach hang truyen thong va thu hut nhung khach hang men, chinh sach ban cua VN phai dinh hudng cu the doi voi tung ddi tuong khach: - Thuc day viec ban khach co thu nhap cao bao gom ca khach di hang C va khach hang Y gia cao tren cac duong bay khu vuc va duong bay true cua VN Nhung khach dem lai doanh thu cao va on dinh Viec di lai cua nhung khach khdng phu thuoc nhieu vao cac yeu to thi trudng, miia vu va cac su kien dot bien (nhu SARS, cum ga ) nhung canh tranh cua cac hang ddi vdi ddi tuong khach rat cao VN hien da co nhung chinh sach ban cu the doi vdi timg thi trudng, dien hinh la chinh sach CA (Corporate Account - Chinh sach danh cho cac to chuc, cong ty su dung nhieu san pham cua hang) Nhung chinh sach can duoc day manh hon thdi gian tdi va ket hop vdi chinh sach san pham va dich vu tuong ung - Ddi vdi ddi tuong khach truyen thong nhu tham than, lao dong, du lich, VN can phai tiep tuc tri nhung cd gang giam su phu thuoc qua nhieu vao cac ddi tuong vi day la nhung ddi tuong khach de bi anh hudng vao nhieu yeu to dan den co the anh hudng tdi doanh thu cua VN Chinh sach ban cua VN hien la tuong ddi hieu qua doi vdi cac doi tuong khach nay, nhien, trudc su canh tranh manh me cua cac LCA thi can duoc dieu chinh theo hudng tien loi va de tiep can hon cho hanh khach 3.2.4 Giaiphap vexue tien va canh tranh Trong hoat dong Marketing, phai chang can nghien cuu cac bien phap kich thich ngudi dan su dung dich vu cua Hang hang khdng quoc gia Viet Nam nhu mot each de gop phan phat trien kinh te dat nude va the hien long yeu nude Ddng thdi, qua 9° cac kenh thong tin dai chung, cho ngubi dan thay ro nhung khac biet ve san pham cua cac hang LCA vai san pham cua cac hang hang khong truyen thong Ngoai ra, doi vdi cac thi trudng cd sir canh tranh true tiep cua cac LCA, cac hoat dong xue tien quang cao can tap trung quang ba cho su khac biet san pham cua VN ve ca san pham (lich bay: gid bay, kha nang noi chuyen, chat luong dich vu cung ung) cung nhu cac muc gia (cac san pham bo trg, chuong trinh khuyen mai v.v.) Cac hoat dong quang cao chien thuat tap trung vao thi trudng muc tieu cua VN Chang han, de thu hut them doi tugng khach du lich, VN co the hgp tac vdi TG thiet ke mot so san pham lien ket giua HAN/SGN vdi BKK/SIN/KUL va phoi hgp quang ba thong tin ve san pham tren thi trudng vdi muc dich bien ca Viet Nam va Thai Lan diem den hap dan hon doi vdi khach du lich De co dugc ket qua tot, cac giai phap noi tren phai dugc tien hanh mot each dong bo, VD: xay dung san pham mdi tren mot dudng bay ket hgp vdi giam gia khuyen mai va chinh sach phan phoi, quang cao tap trung vao doi tugng khach muc tieu ; hoac co the ket hgp chinh sach tren nhieu dudng bay de ho trg lan Minh chung cho dieu co the lay vi du dudng bay giua Viet Nam va Singapore thbi gian qua, VN bi kep giua bdi SQ chuyen khai thac khach gia cao, noi chuyen bay mang toan cau va hang TR chuyen nghiep gia re cung chuyen gia giam gia thuong quyen nam GA khai thac nguon khach thu nhap thap khu vuc Mat bang gia tai Singapore va Ha Noi cho khach du lich, sinh vien giam manh Trudc nguy ca tut gia, mat khach va giam doanh thu la hien hun doi vdi VN, nam 2005, VN da tien hanh mot so bien phap dong bo vdi muc tieu tap trung khai thac phan thi khach le va khach thu nhap cao, phu hgp vdi chinh sach cai thien ca cau hanh khach, tranh dung gay gat vdi cac doi thu chuyen nghiep gia re de ho yen tam vdi phan doan thi trubng gia re ho mbi tao Ve san pham: xay dung va dua vao thi trubng san pham "Free & Easy" (san pham tron goi gom ve may bay, oto dua don va khach san tai diem den (Singapore)) Chinh sach gia : bo sung, dieu chinh cac muc gia khuyen mai - bo sung gia D/J, dieu chinh cac muc gia YEE _03 Kenh phan phoi: quan tarn cac C/A (Corporate Account) co nguon khach khu vuc Hoat dong ban : tiep thi, giai thieu san pham, chinh sach, khuyen khich nhan vien Hop tac: lam viec vai cac hang hang khong co lien quan de trao doi thong tin, chinh sach de han che chien tranh gia ca Ket qua la sau nam doanh so ban giam lien luc, mac du canh tranh gia tang, nam 2005 tai thi trudng mien Nam, VN da tim lai duac tang trudng doanh so d muc 26%, so khach tang 48% Dau nam 2006, ket qua ban cua VN tiep tuc rat tot (Nguon : “Canh tranh true dien vai Tiger Airways” Ban tin noi bo thang 03/2006 cua Tong Cong ty Hang khong Viet Nam) 3.2.5 Cac gidi phap khac 3.2.5.1 Dieu chinh hoat dong quan ly va kinh doanh Dieu chinh hoat dong cua minh de dem lai hieu qua hoat dong cang tot han la yeu cau tat yeu doi voi bat ky doanh nghiep nao moi trudng canh tranh Doi vai VN, de co the ton tai va phat trien dieu kien moi truang canh tranh dang thay doi, ngoai viec nang cao chat luong san pham va dich vu thi viec nang cao hieu qua hoat dong can duac chu trong tat ca cac khau cua san xuat kinh doanh Nam khu vuc co lai the ve chi phi vai muc chi phi trung binh cua cac hang chau A la US cent/ATK (Available Ton Kilometre) tren duong bay 1500km va chi phi lao dong thap nhat the gidi 19% chi phi khai thac Tuy nhien, canh tranh khu vuc chau A - Thai Binh Duong lai rat phuc tap Chi phi cua Air Asia chang han thuoc loai thap nhat the gidi - 2,5 US cent/ATK Van de dat doi vdi VN cung nhu ddi vdi cac hang hang khdng khac khu vuc la tri va tan dung lai the ve chi phi Muon vay, dai han, hang can phai soat lai cac hoat dong cua minh, xac dinh duac cac khau cong kenh, hoat dong chua hieu qua de co nhung cai tien thich hap nham giam chi phi, nang cao hieu qua Ngoai ra, VN can tich cue day manh cac chuong trinh nang cao chat luang va hieu qua hoat dong nhu: Xay dung ISO tai cac dan vi, nghien cuu va ung dung IOSA (IATA 94 Operational Safety Audit - Danh gia an toan khai thac theo IATA), ung dung thuong mai dien tu va ve dien tu, quan tri khach hang CRM v.v Trong ngan han, VN can phai thi diem hoc tap nhung cai tien ve chi phi cua cua LCA doi voi nhung thi trudng nhd ma su canh tranh chua gay gat, chang han doi voi cac dudng bay du lich noi dia Chang han, ap dung ve dien tu, ap dung cac chinh sach gia giam doi vdi mot so dudng bay, cai tien co cau nhan su theo hudng gon nhe va hieu qua hon v.v 3.2.5.2 Khuyen khich va dao tao nhan luc Nhieu hang hang khong cho rang bo sung them nhung dich vu bo tro se giup ho co dugc thi phan cao dai han Nhung thuc te cho thay dich vu bo trg mod rat de dang bi bat chudc Them vao do, chi phi bo sung cho viec nghien cuu va cung ung dich vu bo trg co the anh hudng true tiep den chi phi hoat dong Hon nua, viec chu vao dich vu ma lang nhung yeu to thuoc ve chat lugng san pham nhu kha nang cung ung ghe hay thuc hien chuyen bay dung gid di kern vdi nguy co rui ro rat ldn Hang khdng la mot nganh dich vu nen yeu to ngudi gan lien vdi chat lugng san pham va dich vu cung ung Vi vay, de tri thi phan cao dai han, ngoai viec xay dung dugc mot hinh anh tot cho san pham cua minh, cong tac dao tao va khuyen khich nhan vien de cung ung dich vu chat lugng cao cho khach hang la mot yeu cau quan ddi vdi cac hang hang khdng truyen thong Day cung la mot yeu to canh tranh quan cua cac TA trudc cac LCA Vdi dac diem tdi thieu hoa chi phi, cac LCA khdng cd du dieu kien de cung ung mot doi ngu nhan vien phuc vu khach hang tat ca cac khau cua dich vu nhu doi vdi cac TA Chang han, vdi sd lugng nhan vien mat dat va cor so tiep vien tdi thieu tren mdi chuyen bay cua cac LCA kho co the dap ung dugc tat ca yeu cau cua khach hang tai san bay hoac tren chuyen bay Trong do, cac TA thudng cd nhan vien tai tat ca cac diem tiep xue vdi khach hang, tai phong ve, san bay di va san bay den cung nhu tren chuyen bay de ho trg hanh khach mdi can thiet Dieu dac biet can thiet dieu kien Viet Nam va cac nude Ddng Nam A hien nay, ma dich vu van chuyen hang khdng chua phai la bien ddi vdi dai da sd dan chung 95 / Di kem vdi khuyen khich va dao tao nhan luc, nang cao hieu qua cua hoat dong quan he khach hang va khach hang thudng xuyen cung la hoat dong can duoc chu Mot nhung dac diem quan nhat cua dich vu hang khong truyen thong la den vdi hang hang khdng, khach hang duoc cung cap mot dich vu chat luong cao lam cho khach hang hai long Khi do, hang se thu duoc rat nhieu lqi ich: - Lam tang long trung cua khach doi vdi nhan hieu san pham, dich vu - La nhung ngudi “quang cao mieng” cho cac khach hang tiem nang khac - De chap nhan hay bo qua nhung loi (xay han huu) qua trinh cung ung san pham, dich vu - Khd rdi bo viec tieu dung mot nhan hieu quen thuoc de chuyen sang su dung mot nhan hieu khac cho du ddi thu canh tranh quang cao, khuech truong manh me - Ngudi ta cung udc tinh duqc rang, 80% doanh thu cua hang thu duqc tir 20% khach hang thudng xuyen sir dung dich vu cua hang Chinh vi vay, hoat dong quan he khach hang va chuong trinh khach hang thudng xuyen, duqc cac hang hang khdng truyen thong rat coi va cung la diem khac biet vdi cac LCA Dua tren mot thuc te la, chat luong dich vu/hang hoa khdng phai bat bien ma cd the thay ddi, dan den nhan thuc cua khach hang cung thay ddi theo thbi gian, vi le do, cac cong ty cang ldn thi cang phai quan tam den viec xay dung mot chuong trinh nghien cuu thong tin phan hoi thubng xuyen tir phia khach hang VN hien cung da chu den hoat dong vdi cac de an thubng xuyen danh gia chat luqng dich vu, nhien, chua he thong Trong thbi gian tdi, VN can xay dung mot he thong hoan chinh ve nghien cuu thong tin phan hoi, danh gia tir phia khach hang bao gom: - Tien hanh phan tich mot each thubng xuyen cac khieu nai cua khach hang; - Phong van y kien khach hang sau su dung dich vu (tuong tu nhu phieu phong van cac khach san tien hanh) 96 - Nhung cuoc phong van lay y kien khach hang qua thu true tiep, dien thoai, su dung nhung ky thuat toan thong ke chon lua mau thong ke, nham xac dinh hai long cua khach hang; - Phong van y kien cua nhan vien de xac dinh nhan thuc cua nhan vien ve chat luong dich vu cung ung cho khach hang, nhung tra ngai de co dugc dich vu tot hon; ggi y giai phap cai tien thao gd nhung khd khan tra ngai - Phong van nhom vai doi tuang duac phong van bao gom ca khach hang va nhung nhan vien thuong xuyen tiep xue vai khach hang Muc dich cua phong van nhom la de xac dinh nhung y tuong mai, xac dinh nhung chi tiet thuc tien phat sinh, kiem dinh lai nhung ket luan tu cac bao cao nghien cuu thi truang khac - Tien hanh dong vai “khach hang bi mat”: tuc la chuyen vien theo doi chat luong dich vu dong vai la nhung ngudi mua hang hoa, dich vu de true tiep kiem tra thai do, tac phong phuc vu khach hang cua nhan vien ban hang - Nhung cuoc dieu tra nghien cuu ve kha nang canh tranh tren thi truang : muc dich la de so sanh chat luong dich vu giua cac doi thu canh tranh, xac dinh nhung diem manh cua nhung cong ty dan dau thi truang, cung nhu de xac dinh nhung xu hudng mdi tren thi trudng Ddi vdi chuong trinh khach hang thuong xuyen, de ho tra cho cac chinh sach thu hut khach co doanh thu cao tren thi trudng khu vuc, VN can phai tiep tuc hoan thien chuong trinh khach hang thuong xuyen tai cac thi trudng - Ngoai ra, hien nay, hang da bat dau nghien cuu phan mem chuong trinh quan tri khach hang (Customer Relations Management-CRM) de cd the ung dung vao hoat dong cua hang Day la mot du an can dugc quan tarn dau tu vi xay dung va ung dung dugc CRM vao hoat dong, hang cd the cd dugc mot co sd du lieu tuong ddi day du ve khach hang, ho trg rat dac luc cho hoat dong cua cac nhan vien tuyen dau true tiep tiep xue vdi khach hang, nhd nang cao hieu qua phuc vu va chat lugng dich vu Ddng thdi, chuong trinh cung giup VN cd dugc sd lieu day du de phan tich thi trudng, hanh khach va cac 97 hoat dong khai thac cua khach, lam ca sd cho cong tac du bao, dinh hudng hoat dong 3.2.5.3 Giam tan suat hoac tir bo mot so duong bay khong hieu qua Ddi mat vdi su canh tranh gay gat cua cac hang LCA, doi mat vdi nhung dien bien phuc tap ve kinh te, chinh tri, xa hoi may nam gan day, vdi tinh trang thua tai cung ung tren mot so thi trudng va viec kinh doanh khdng hieu qua tren mot sd dudng bay Mot sd hang hang khdng da phai giam tan suat, tham chi la tu bo nhung dudng bay ma ho khai thac khdng hieu qua nham tap trung nguon luc cho cac dudng bay khac Do thi trudng khu vuc la mot thi trudng truyen thong, phan anh vi the cua VN nen viec tir bo mot sd dudng bay khdng phai la giai phap duqc uu tien Tuy nhien, trudng hop can thiet, VN cd the xem xet hop tac mua cho tren hang khac de van tri mot phan hoat dong cua minh tren dudng bay nay, va chd dai ca hoi de khai thac trd lai Trong nam 2005, tir LBMD 2005/06 den het nam VN da giam tan suat dudng bay HAN-Singapore tir xuong chuyen/tuan hieu qua khai thac kern, thdi ky thap diem cua thi trudng, he sd sir dung ghe dat thap 3.2.5.4 Thanh lap hang hang khdng gia re Day la mot giai phap duqc nhieu hang hang khdng truyen thong khu vuc Ddng Nam A lua chon trudc su bung no cua hang khdng gia re khu vuc va phan ldn cac hang hang khdng gia re duoc cac hang truyen thong lap khu vuc da hoat dong cong Bang each tao dieu kien cho cac LCA "con" co thuong quyen, may bay, va cac co sd vat chat ky thuat ban dau nham dam bao an toan khai thac, cac LCA se co co hoi phat trien rat ldn neu nhu thi trudng van tai hang khdng khu vuc duqc tu hoa, noi each khac la cac rao can viec tham nhap vao thi trudng noi dia va khu vuc duqc ndi long hoac bien mat Giua nam 2004, Singapore Airlines lap Tiger Airways nham khai thac cac dudng bay khu vuc nhu Bali, Bangkok, Hong Kong, Jakarta, Manila va Phuket Thang 6/2004, Thai Airways cung lap Sky Asia, Sky Asia chi tap trung khai thac thi trudng nude vdi cac diem den la cac khu du lich hoac trung tam kinh 98 te nhtr duong bay Bangkok-Chiang Mai/Phuket Thang 8/2001, Garuda cua Indonesia cung lap Citilink nham dap ung nhu cau di lai cang tang tren thi truong noi dia cua nude dong thdi md rat nhieu dudng bay mdi ma Garuda chua khai thac Ddi vdi VN, viec lap LCA de khai thac cac dudng bay dia phuong cd tiem nang ve du lich la mot giai phap tot nhung, viec dieu hanh song song ca hai md hinh gan nhu ddi lap vdi ve hinh thuc hoat dong co the chua dung nhieu rui ro Ben canh viec phat trien qua nhanh la nhung rui ro ve van de quan ly cung nhu viec tang chi phi cho van de nhan su da lam sinh nhung mau thuan noi tai doanh nghiep Trong dieu kien co sd tang va nhan su cua VN hien nay, co le ngan han, VN chua ap dung giai phap Tuy nhien, ve lau dai, VN co the xem xet kha nang lap hoac gop von lap mot LCA true thuoc Theo do, VN chi khai thac nhung dudng bay trung, dai va mot sd dudng bay khu vuc mang tinh chien luoc lai de cho LCA cua minh khai thac Viec bo tri lich bay giua VN va LCA true thuoc dupe phoi hop nham ho tro va tao nguon khach cho 3.2.5.5 Xay dung kenh thong tin hieu qua ve cac LCA Cung nhu ddi vdi bat ky ddi thu canh tranh nao khac, VN can phai xay dung dupe kenh thu thap thong tin ve cac LCA de cap nhat nhung uu, nhupc diem ve chien luoc, san pham, dich vu cua ho Ddi vdi cac LCA, dieu lai cang quan vi la cac hang mdi lap va cue ky nang dong trudc nhung bien doi cua mdi trudng kinh doanh Chi cd dupe thong tin day du ve ddi thu canh tranh thi VN mdi co the dua dupe nhung ddi sach thich hop Ngoai cac thong tin chung, thu cap ve cac LCA, VN cd the tien hanh khao sat chat luong dich vu true tiep, thu thap thong tin tir phia khach hang va ddi tac hoac td chuc dieu tra tren mot sd dudng bay nhat dinh 99 3.3 Kien nghi ddi voi Chinh phu Nen chang co su han che doi vol LCA viec tham gia vao thi trudng Viet Nam: Nhung cac LCA bay den Viet Nam mdi chi dung chan tai cac san bay chinh gom co Noi Bai, Tan Son Nhat va Da Nang Cac san bay hien ddng thdi cung la cac san bay trung tarn cua VN va la cac san bay qudc te ldn nhat cua Viet Nam Dieu gop phan khien cho cac san bay trd nen qua tai Ngoai ra, cac LCA cung trd doi thu true tiep cua VN va dat nhieu thach thuc cho Hang Nhu tren da phan tich, d Ddng Nam A, cac LCA phat trien manh nhd mot phan vao su quan tarn cua Chinh phu nd luc phat trien kinh te, du lich Hien nay, Chinh phu Viet Nam khdng quy dinh mot han che nao ddi vdi cac LCA Chua bao gid sue ep ve md cua thi trudng ddi vdi hoat dong van tai hang khdng lai ldn nhu luc Nhu cau noi tai ddi vdi viec phat trien kinh te dat nude, md rong giao thuong buon ban giua cac qudc gia khien nhu cau van chuyen bang dudng hang khdng la rat ldn Ben canh sue ep ve phat trien du lich - mot nganh kinh te dang dan trd mot nganh kinh te mui nhon d hau het cac qudc gia - da khien xu hudng hop tac linh vuc van tai hang khdng dan trd nen bien, va theo tung budc nhat dinh, can cu vao chinh nhu cau phat trien cua cac ben tham gia Viec tu hoa duoc dien mot each rat tu nhien, no phat sinh chinh nhu cau noi tai ve phat trien kinh te d mdi nude Day chinh la dieu kien quan cho su phat trien cua cac LCA Tuy nhien, nganh hang khdng Viet Nam yeu ve nang luc canh tranh lieu cd the dung vung neu cac LCA dang ldn manh o at tham gia vao thi trudng Viec tinh toan giua loi ich bao ho cho cac hang hang khdng nude phat trien (nhieu trudng hop la nhat Hang hang khdng qudc gia) vdi loi ich cua tong the nen kinh te cd nhung budc tu hoa nhat dinh nham md rong giao thuong va phat trien du lich la mot van de dang luu tarn Dinh hudng cac LCA phat trien cac duong bay du lich Khai niem “soft liberalization” ddi chi viec md cua thi trudng van tai hang khdng mot each linh hoat Dieu khac rat nhieu so vdi sue ep phai md cua thi trudng 100 dirge ky ket tu cac Hiep Dinh vdi cac quoc gia co linh vuc van tai hang khong phat trien manh (Nhu Hiep dinh van tai hang khong giua Viet Nam va Hoa Ky) ma b do, cac quoc gia yeu the hon thudng dua nhung 16 trinh dai viec md cua thi trudng nham bao ho cho cac hang hang khong nude phat trien du manh trudc phai duong dau vdi nhung thu thach canh tranh khac nghiet Viet Nam, cung vdi dieu kien dia ly thuan loi, hien nay, d Viet Nam co 21 san bay thi co tdi 11 san bay cd dudng bang dai tren 1900m, co kha nang tiep nhan may bay A320 hoac B737, loai may bay ma cac LCA thudng khai thac Nha nude cd the hudng cac LCA khai thac cac dudng bay den cac diem du lich nhu Nha Trang, Hue, Da Lat, Phu Quoc Nhung diem hien co nhu cau di lai bang dudng hang khong cao ma it canh tranh, la dieu kien thuan loi cho cac LCA ton tai va phat trien Dong thdi, doi tuong khach chinh tren cac dudng bay cung phu hop vdi ddi tuong khach ma cac LCA khai thac Hudng phat trien nhu vay co nhung lqi the la: - Tao dieu kien phat trien nganh hang khong Viet Nam noi chung bang each tao nhu cau, tao thi trudng mdi vi hanh khach co the bay tdi cac khu vuc du lich vdi thdi gian bay ngan hon (so vdi bay tdi cac san bay true roi noi chuyen tiep), giam chi phi vi bay vdi cac LCA - Ddi vdi nen kinh te dem lai lqi ich vi tang nhu cau di lai, giam tong chi phi, tang thdi gian luu tru cua khach du lich tai diem den (do thbi gian di lai rut ngdn) - Gop phan phat trien du lich va kinh te b cac khu vuc co duong bay mdi va giam su qua tai tai cac san bay ldn nhu Noi Bai, Tan Son Nhat, phat trien co sd tang san bay tai cac san bay von chua duqc su dung het cong suat - Ddng thbi se giup bao ve phan nao nganh hang khdng Viet Nam von yeu ve nang luc canh tranh trudc su xam nhap d at cua hang khdng gia re Ket luan chuong ba: Chuong ba de xuat mot sd giai phap ma hang hang khdng quoc gia Viet Nam cd the ap dung dieu kien bung nd cua hang khdng gia re cua Ddng Nam A Ngoai nd luc cua ban than VN va nganh hang khdng Viet Nam, 101 sir hau thuan cua Chinh phu Viet Nam la can thiet de hang khong Viet Nam co the phat trien mot each hop ly trudc yeu cau buc thidt tu hoa va phi didu tidt van tai hang khdng khu vuc va tren thd gidi 102 KET LUAN Su xuat hien cua Hang khong gia re la mot nhung xu hudng ldn cua van tai hang khong hien Trong khu vuc Dong Nam A, mac du chi mdi xuat hien tir nam 2002 nhung su phat trien manh me cua cac LCA khu vuc dang la mdi dau dau ddi vdi cac nhieu hang hang khdng truyen thong bdi Khac vdi nhieu khu vuc khac tren the gidi, cac LCA khu vuc da canh tranh true dien vdi cac hang TA tren nhung dudng bay ma cac hang dang khai thac khien cho mdi trudng canh tranh khu vuc cang gay gat Cac LCA da chung minh duoc kha nang cua ho bdi su ldn manh, kha nang canh tranh, kha nang chiem linh thi trudng va tao su thay ddi kha ro net ve buc tranh hang khdng khu vuc Trudc nguy ca giam thi phan, giam gia, giam doanh thu v.v., van de dat vdi cac TA cd VN la lam the nao de vira cd the canh tranh vdi cac ddi thu cu - cac TA vira canh tranh duac vdi cac LCA mdi xuat hien vdi nhung uu the canh tranh mdi Do su khac biet ve md hinh, TA va LCA co nhung uu nhugc diem rieng Giai phap ma hau het cac TA lua chon la ngan han, giam gia de canh tranh vdi cac LCA, dai han, dieu chinh hoat dong san xuat kinh doanh de phu hap vdi tung dieu kien cu the hoac lap LCA true thuoc de canh tranh vdi cac LCA O Viet Nam, hien nay, VN mdi chi phai canh tranh vdi mot vai LCA khu vuc Tuy nhien, vdi tiem nang ve du lich va mdi trudng phu hap, tuang lai khdng xa, cac LCA se xam nhap cang nhieu vao nhung dudng bay ma VN khai thac bao gom ca qudc te va noi dia La mot hang hang khdng truyen thong vdi nang luc canh tranh chua cao, VN phai cd mot chien luge tren nhieu mat de phat huy dugc nhung uu the cua md hinh hang khdng truyen thong Ddng thdi, mdi trudng kinh doanh vo cung nang dong hien nay, viec nghien cuu va hoc tap mot each phu hgp cac yeu to thuoc ve uu the cua cac LCA la can thiet de cd dugc mot hinh kinh doanh hieu qua Cuoi cung, la mot nganh kinh te quan trong, su quan tarn, ho trg cua Chinh phu cd vai trd cue ky quan trong su phat trien cua nganh hang khdng DANH MUC TAI LIEU THAM KHAO • • TIENG VIET Bao Giao thong van tai ASEAN day nhanh tu hoa van tai hang khong, http://www.giaothongvantai.coiTi.vn 20/09/2005 Duong Tri Thanh “Canh tranh true dien voi Tiger Airways” Ban tin noi bo thang 03/2006 cua Tong Cong ty Hang khong Viet Nam Minh Quang Tu hoa hang khong ASEAN theo md hinh cua nuac cu, http://www.vnn.vn 01/04/2005 Phong Ke hoach duong bay, Ban Ke hoach Thi truong “Hang hang khong chi phi thap va thi trudng Viet Nam” Ban tin noi bo thang 12/2005 cua Tong Cong ty Hang khong Viet Nam , Phong Lan Hang khdng gia re dua vao VN, http://www.Vnexpress.net 09/03/2006 Thu Thuy Moi buoc mot chan vao hoi nhap, http://www.Vnexpress.net 22/02/2005 Tong Cong ty Hang khdng Viet Nam, Vien khoa hoc hang khdng (2005) Thong tin chuyen de, Xu hudng phat trien Hang khdng gid re khu vyc va tren the gicri va nhung tac dong cua no den thi trudng van tdi hang khdng Tong Cong ty Hang khdng Viet Nam Bao cao thi trudng dudng bay Viet Nam - Singapore/Thai Lan/Malaysia nam 2005 Tong Cong ty Hang khdng Viet Nam Bao cao thuc hien ke hoach nam 2005 va ke hoach nam 2006 10 Tong Cong ty Hang khdng Viet nam Du thao de cucmg nghien cuu du an Ke hoachphat trien san pham dich vu cua Vietnam Airlines den nam 2010 TIENG ANH 11 ADB “Asian Development Outlook 2005 Update” retrieved from http://www.adb.org/documents/books/ado/2005/update/default.asp 12 Association of Asia Pacific Airlines (AAPA) “Asia Pacific: Are full service carriers under threat”, Annual Report 2004 13 ATAG “The economic & social benefits of air transport” retrieved from http://www.iata.org/NR/rdonlyres/5C57FE77-67FF-499C-A0714E5E2216D728/0/ATAG EconomicSocial Benefits Air_Transport.pdf 14 Centre for Asia Pacific Aviation (September 2002) Low Cost Airlines in the Asia Pacific Region: An exceptional Intra-Regional Traffic Growth opportunity 15 Centre for Asia Pacific Aviation (September 2004) Low Cost Airlines in the Asia Pacific Region: A Force for change 16 Geoffrey Thomas August 2004 “Revolution Deferred but not Denied” Air Transport World 17 Geoffrey Thomas October 2005 “To Frill or not to Frill” Air Transport World, p.34 18 Giovanni Bisignani, Director General and CEO, IATA “Remarks at Asia Pacific Aviation Summit, Singapore, 20 February 2006” 19 Michele McDonald (March 2006) - “Yielding to LCCs” p.36 20 OAG (Mar 2006) “European Low-cost carriers” retrieved from http://www.oag.com/graphics/lowcostcarriers.pdf 21 OAG (Mar 2006) “Forecast with Fact” retrieved from http://www.oagdata.com/graphics/AviationForecasting_Vienna.pdf 22 Rigas Doganis (2001) Airline Industry in 21 Century (6th ed.) Routledge: Taylor & Francis Group 23 Stephen Shaw (1990) Airline Marketing & Management