Một số giải pháp chủ yếu nhằm mở rộng thị trường tiêu thụ sản phẩm của các công ty liên doanh ô tô tại việt nam

LV-TI}5 DHKTQD ips vh Nya apnP p hsis »Pi ofi ovg >t va odia ovia / pa V BO GIAO DUC VA DAO TAO TRUCJNG DAI HOC KINH TE QUOC DAN HA NOI TRUlJNG HOC '> KINH TE QUOC DAN TRUNG TAM MOT SO GIAI PHAP CHU YEU NHAM MO RONG THI TRUING TIEU THU SAN PHAM CUA CAC CONG TY LIEN DOANH O TO TAI VIET NAM LUAN AN THAO SI QUAN TRI KINH DOANH CHYEN NGANH : QUAN TRI KINH DOANH QUOC TE TSWNG TAM TL.TT THU Vi& j PHONG LUaN AN-LUAN VAN | W Giao vien hiring dan : ThS Nguyen Anh Minh HA NOI - 1999 MO DAU 1, Tinh cap thiet cua de tai Ke tit chfnh phu Viet Nam ban hanh luat dau tu nu’dc ngoai, dong thd'i thu’c hien cac chfnh sach mb cua ndn kinh te khuyen khich cac nha dan tu nu’dc ngoai dau tu' von, cong nghe, thiet bi vao Viet Nam Nhb cac du’ an dau tu’ nu’dc ngoai da hinh va di vao hoat dong tai Viet Nam cac nam qua, Trong so co mot lugng dang ke cac nha dau tu' nu’dc ngoai cd ten tudi ITnh vu’e san xuat thuong mai va dich vu vd to da dirge cap phep dau tir va di vao hoat dong dirdi dang lien doanh tai Viet Nam nhir : Mekong, VMC, Toyota Viet Nam, Mercedes-Benz Viet Nam, Ford Vidt Nam, Hino Viet Nam,Vidaco, VlJamco, Vina Star Vdi tbng so vdn dau tir hang true tridu la Hien da cd 14 lien doanh duroc cap phep da va dang, lip rap, san xuat xe d to tai thi trirdng Viet nam San pham chit yeu cua hg la xe du lich 5-7 cho, xe van, xe minibus, xe bus, xe tai thong dung tir 1,2 tan den 7,5 tan Mot van dd ma cac lien doanh hien dang tap trung giai quyet la van de lam the nao de cd the mb long thi phan cua mtnh trdn ini trJbng tu’ong doi nhb be hien va thd’i gian sdp tdi didu kidn da cd tdi 14 lien doanh san xuat va ldp rap xe o to tai Viet nam Muc tieu hien tai cua cac lien doanh la lam tri dugc hoat dong cua minh khong bi thua Id hoac co thua Id thi chi b mire ke' hoach cho phep Day la mot van de rat kho khan cho cac lien doanh tai Viet Nam nd khong chi phu thuoc vao nd lire cua tii’ng ca nhan cac lien doanh ma phu thupc rat nhidu yeu to khach quan nhir toe tang triro’ng kinh te cua Viet Nam, thu nhap quoc dan/dau ngubi, muc phat trien cua he thong giao thong dubng bo Viet nam, cac chfnh sach che' cua chfnh phu Viet Nam vide khuyen khich hay han che' tieu dung loai mat hang o to Theo danh gia va phan tich cua cac nha kinh te hau het cac lien doanh I dp rap va san xuat o to hien ddu lam vao tinh trang san xuat edm chirng khong phat huy het cong suat thiet ke ( khoang 10-15 % cong sudt thiet ke') san phdm san xuat phai liru kho lu’u bai lau ngay, mot so cac cong ty lien doanh buoc phai thu hep san xuat bang each dong cii’a mot so nha may hoac phan xu’o’ng, sa thai cong nhan, cd du’ kie'n ban lai nha may hoac chuyen giao phan von lien doanh cho doi tac nu’dc ngoai Du’ng trirdc tinh hinh tren ciia cac lien doanh to tai Viet nam, cho th ay sir can thie't phai xem xet phan tfch cac yeu to chu quan va khach quan tac dong den hoat dong md l ong thi trirdng tieu thu o to cua cac lien doanh san xuat o to tai Viet Nam, tir giup cho cac lien doanh to co the danh gia lai hoat dong md long thi trirdng cua minh va tim cac giai phap nhim tri, md long thi trirdng tieu thu san phdm khdc phuc dirge nhirng khd khan trirdc mat hien ma cac lien doanh to dang gap phai Co nhir vSy mdi co the thu hut them von ddu tir mrdc ngoai vao linh virc tirong lai nhdm tirng birdc cung co va phat trien ng’ anh cong nghiep to Viet Nam the ky 21 2, Muc dich ngliien cuu cua de tai: 2.1 He thong hoa cac vdn dd co ban ve thi tnrdng va hoat ddng md long thi trirdng tieu thu cua cac doanh nghiep, lam ro cac hinh thirc bien phap va nguyen tdc md rong thi trirdng tieu thu san phdm 2.2Phdn tfch, danh gia hoat dong md rong thi tnrdng tieu thu san pham cua cac lien doanh tren co so nghien cfm thi trirdng d to tim sir bien dong, cac nhan to anh hirdng thdi gian qua den hoat dong md rong thi trirdng cua cac lien doanh lap rap san xudt xe to, £h/u # u cdc gidi phap chu yen de tri va md rong thi tnrdng tieu thu to mfde vaxud't khau cho cac lien doanh hien dang boat dong tai Viet Nam • Dd tai se tra ldi cac cau hoi chu ydu sau : Tai giai doqn gdn day cac cong ty lien doanh to deu gap nhieu khd khan boat dong md rong thi trtfdng tieu thu cua minh ? Cac lien doaidi dd van dung ditqc cac bien phap, nguyen tac tri va md rong thi trifdng phu hop vdi dieu kien moi tn/dng kinh te Viet nam hay khong? Va nhu vay cac lien doanh nen dp dung cac giai phap chit yen ndo de md rong thi trtfdng tieu thu san pham thdi gian tdi ? Vide giai dap du chi mot phan nho nao cac cau hoi d tren cung da dem lai y nghia rat ldn vd mat phtrong phap luan cung nhu thirc tieu 3, f)di tuong va pham vi nghien cuu ctia de tai 3.1 Doi tirqng la cac nhan to khach quan co ban anh htfdng den hoat dong md rong thi trirdng bao gdm cac yeu to: mire cdu cua thi trirdng o to Viet nam, moi trirdng dau tir, mdi tnrdng kinh doanh, cac chfnh sach didu tiet vi md cua nha nude va cac chinh sack, chien litcfc chu yen cua cac cdng ty lien doanh o to lien quan den hoat dong mb rong thi tnrbng tieu thu tai Viet Nam thbi gian qua 3.2 Pham vi nghien cult de tai: DS tai chi tap trung nghien chu, phan tfch hoat dong mb rong thi trirbng tieu thu san pham to cua cac lidn doanh tai Viet nam giai doan 1991-1998, du- bao cac yeu to mod anh hirbng den hoat dong thbi gian tod, dira cac giai phap him hieu giup cho cac lien doanh thirc hien tot hoat dong mb rong thi trirdng tieu thu giai doan tir 1999 den nam 2010 Phuong phap nghien cuu: Dd tai sir dung cac phirong phap chu yeu nhir: Duy vat bien chu’ng, vdt lich sir, thong kd kinh nghiem, phan tfch tbng hop., ben canh vide nghien cuu cung duqc tieu hanh vdi cac phirong phap nhir so hoa, ngoai suy ket hop vdi cac phirong phap tiep can hd thong va phan tfch thong tin 5, Dong gdp cua luan an : Cd mot so dd tai trirdc day da nghien cu’u vd linh virc tb nlnmg chu yeu pham vi nghien ciru cua cac dd tai chi’ dd cap den mot lien doanh, hoac vd toan bo hoat dong kinh doanh cua cac lien doanh, hoac thien vd mat quan ly chat lirqng cdng nghe lap rap to va deu thirc hien vide nghien ciru giai doan trirdc nam 1995 giai doan thi trirdng o to nhidu didu kien thuan lqi vide mb rong thi trirbng Trong giai doan hien van dd cap thiet edn phai giai quydt doi vdi cac lien doanh o to la lam the' nao de mb rdng dirge thi trirbng tieu thu cua ho didu kien canh tranh kho'c lidt giu’a 14 lien doanh b to tai Viet nam, vi vay dd tai da chfra dung diroc nhfrng net nghien cu’u mdi lhih vuc o to luan an da dua mot sb' giai phap chu yeu nhdm mb rong thi trirbng o to cho cac lien doanh tai Viet nam trdn co sb phan tfch danh gia mbt each xac thuc hoat dong mb rong thi trirbng cua cac lien doanh o to tai Viet nam hien Dac biet la phdn tfch dirge cac nguyen nhan, neu dirge nhfrng han che, virdng mdc cong tac mb rong thi trirbng tieu thu mrdc cung nhu’ chinh sach xud't khdu o to sang cac nu’dc khu vuc thbi gian thi 6, Ket cau cua luan an : Ngoai phan mb dau va ket ludn, luan an bao gom 03 chirong: Chirong 1: Co so ly ludn ve thi tnrdng tieu thu san phdm cua cac doanh nghiep Chirong 2: Thi trirdng d td Viet Nam va hoat dong mo rong thi trirdng tieu thu cua cac lien doanh san xuat I dp rap d to hien Chirong 3: Phirong hirdng va giai phap nhdm mo long thi trirdng tieu thu cua cac cong ty lidn doanh o to tai Viet nam Chirong CL'A CAC DOANH NGHIEP Muc dich nghien ciru cua chirong nhim he thdng hoa cac co so ly luan lien quan den thi tnrdng va hoat dong tri va mo long thi trirdng tieu thu san phdm cua cac doanh nghiep Nhfhig ly luan neu tai chirong la co so de tiep can, phan tich cac van dd thirc te cua luan an chirong 11 1.1 MOT SO VAN DE CO BAN VE THI TRUONG: 1.1.1 Khai niem tin trudng: Thi trirdng la pham tin kinh te gdn lidn vdi ndn kinh te hang hoa, la mot khau cua qua trinh tai san xuat, dirge mo rdng cung vdi sir md l ong cua san xuat va lu’u thong hang hoa Theo K Mac: Hang hoa la san pham duoc cac nha san xuat lam khong phai la de cho ban than ho tidu dung ma dung de ban Hang hoa dirge ban tai khong gian va thdi gian nhat dinh lidn thi trirdng Vi vay khai niem thi trirdng ludn gdn lidn vdi sU phAn cong lao dgng xa hoi, su phat trien cua thi trudng hoan toan phu thuoc va mire phat trien cua phan cong lao dong xa hoi sir phan cong lao dong xa hoi cang tinh vi phirc tap thi keo theo sir phat trien cua thi trirdng cang long ldn va da dang Cd rat nhidu khai niem vd thi trirdng tu don gian ddn phirc tap ; - Theo nghia so khai thi thi trirdng dirge coi la mdt dia didm nhftt dinh tai cac hoat dong trao doi mua ban dirge hinh thank, vi du nhir cua hang, chg Co so lam sinh thi trirdng la nhu cdu su' dung vat pluim duoc dap u'ng dua trdn sir trao doi moi thu' midn la co gia Thi trirdng dirge ghn vdi mot khong gian va thdi gian cu thd Ngirdi mua va ngirdi ban cung co mat tren thi tnrdng Khai niem giai doan hidn khong the phan anh het cac hoat dong phirc tap dien quan he mua ban va trao doi hang hoa hien na\ - Ngay cung vdi str phat trien cua san xuat va lu'u thong hang hoa tinh khong gian va thdi gian da dan dan bi day lui vao lich sir Cac hoat dong mua ban tren thi trirdng cang phat tri&i d trinh cao Viec mua ban hang hoa tren thi trudng cung didn phirc tap, hinh thirc da dang phong phu doi hoi co each nhin nhan mdi vd thi trudng Theo dinh nghia cua cac cac nha kinh te hoc hien dai thi thi trirdng la tdng hap cac quan he kinh te' hinh viec mua vA ban hAng hoa va dich vu, Tit cac goc dd khac cua thi trtfdng ngtfdi ta cd cac quan di£m khac ve thi trtfdng: Theo nhA kinh te hoc Samuelson: “ Thi trtfdng la mdt qua trinh ngtfdi mua va ngtfdi ban mdt thtf hang hoa tac ddng qua lai vdi dd xac dinh gia ca va sd' lirqng hang” (1) Theo nha kinh td' hoc David Begg: “ Thi trtfdng la sir bi^u hien thu gon cua qua trinh mA thong qua cac quyd't dinh cua cac gia dinh vd tieu dung mat hang nao, cac quye't dinh cua cdng ty vd san xuA't cai gi, san xuA't nhtf the' nAo va quye't dinh cua ngtfdi cdng nliAn v& vide lam bao lAu, cho ddu dung hoA bAng sir dieu chinh gia ca “(2) Hai quan niCm tren phii hop vdi ban chat thi trtfdng giai doan hien nay, mA ndn san xuA't va ltfu tlidng hang hoa da phat tri£n dd'n trinh dd cao MAn thuAn gitfa san xuA't va tieu thu dtfo th£ hien qua mAu thuSn gitfa san xuA't va thi trtfdng Nhtfng khd khan cang tang khau ban hang la yd'u td' khach quan budc cac doanh nghiep mud'n ton tai va phat tri&i phai dtfa tren viec ngliien ci'ru sAu sAc vd thi trtfdng Tren co so do, theo tdi quan nidm vd thi trtfdng cua nha kinh te' hoc David Begg la phii hop hon vdi ndn kinh te' thi trtfdng phat tridn giai doan hien Quan di£m cho tha'y moi doanh nghiep tie'll hAnli san xuA't kinh doanh ddu phai htfdng thi trtfdng va thi trtfdng se cho tha'y doanh nghiep cAn phai san xuA't hang hoa gi, san xuA't nhtf the' nao, san xuA't cho vdi so lirqiig gia ca bao nhidu Cud'i cung thi trudng la noi se quye't dinh sir tdn tai va phat ti iehi cua doanh nghiep Cd nhieu quan niem khac nira vd thi trtfdng nhtfng phy thudc vAo tirng Huh virc tirng loai hang hoa ma cluing ta cd thd xem xdt danh gia theo kina canli nao, phtfong didn nao dd hi&i dtrqc cac qui luAt hoat ddng dac thu cua thi trtfdng dd Vi vAy viec ngliien cuu thi trirdng noi chung va nghidn cuu thi trirdng dac tliii cho mot nhoni lioac tndt loai hang hoa nao dd cd y nghia het stfc quan trong vide hoach dinh chinh sach, chid'n Itfoc va hidu qua kinh doanh cua doanh nghidp Qua nghidn ctfu thi trtfdng vdi cac quy luAt tac ddng ciia nd, cac doanh nghidp cAn phai coi cac quan diem sau nghidn ci'ru dtfa chinh sach, chid'n lirqc boat ddng ciia cdng ty: Coi khAu lidu thy Ban Cai ma thi trubng cln chir khong phai ban cai ma minh co the lam - To chile nghien ciru ti mi vd thi trubng loai mat hang dinh san xuat , cac phan ling linh hoat kip thbi se xay tifong lai trirdc sir tac dong anh hirong cua thi trirbng 1.1.2 Cac yeu to cau thi trirbng Thi tnrbng muon hinh phai hoi du cac didu kien cln thid't sau: Tren thi tnrbng hoat dong mua ban duqc didn thong qua chu the chfnh la ngirbi mua va ngirbi ban, ngirbi mua se hinh nen sire cdu tren thi trirbng va ngirbi ban se hinh sire cung tren thi trirbng va ngirbi ban hang hoa cho ngirbi mua phai duqc boi hoan thoa ddng Trong giai doan hien vdi sir phat tridn manh me cua thi trubng lam xuat hien them cac trung gian khac nhir ngirbi mbi gidi, dai ly phan phoi, cac doi thu canh tranh, thue, hai quan, hidp hoi bao vd ngirbi tieu dung, san xual Tren thi trirbng Nha nu’dc xub't hien tham gia tren thi trirbng vdi tir each la ho tidu dung dac bidt va dong thbi la ngirbi de va thirc hien cac cong cu quan ly kinh td' al Cung tren thi tritong: Cung la so lircnig hang hoa va dich vu ma ngu’bi ban cd kha nang ban va sSn sang ban o' mire gia khac khoang thbi gian nhbt dinh So lirqng hang hoa duqc cung ling trdn thi tnrbng khoang thbi gian nhbt dinh tuan thu theo qui luat cung Tile la: gia ca cua loai hang hoa nao dd tang len lap tire cac nha san xuat va cung cap hang se gia tang so luqng hang hoa thi tnrbng lqi nhuan ca biet cua loai hang hoa tang len, cac doanh nghiep dd se tap trung toan lire de san xuat va tung hang hoa dd thi trubng Lqi khac tham gia dau tu vao san xuat mat hang do dd luqng hang hoa dua thi trubng nhanh chong tang len cung tang didu kien cau khong doi din den gia ca hang hoa giam xuong tao mile can bang mdi Cung cua loai hang hoa tren thi trubng bi tac dong cua boi cac yeu to sau: - Phu thubc va gidi han kha nang san xuit cua ndn kinh te - Phu thuoc vao gia ca cua cac ydu to dau vao - Phu thuoc vao ky vong cua ngudi san xuat - Phu thuoc vao cac chfnh sach thud quan, xuat nhap khdu b/ Cau tren thi trudng: Cau la so luong hang hoa dich vu ma ngudi mua co kha nang mua va sdn sang mua khoang thdi gian nhat dinh Khi gia ca cua hang hoa thay doi thi qui luat cdu se phat huy tac dung Cau cua loai hang hoa nao phu thuoc vao cac yeu to: - Mdc thu nhap cua dan cu - Thi hieu cua ngudi tieu dung - Gia cua cac loai hang hoa thay the, bo xung - Cac ky vong cua ngudi tieu dung d Gia ca hang ho a : Gia ca hang hoa la sd bieu hidn bang tidn cua gia tri hang hoa tren thi trudng Gia ca hang hoa thay doi xoay quanh gia tri cua no va duoc hinh nen boi tac dong cua qui luat cung cau va mot so’ cac nhan to khac nhu: Qui luat luu thong tidn td, gia tri thdc te cua dong tidn su dung lam phuong tien toan trdn thi trudng va sd canh tranh cua cac doanh nghiep cung dug hang hoa Tren thi trudng sd tac dong qua lai cua cac yeu to co ban trdn tao nen co che van hanh cua thi trudng Trdn thi trudng ngudi mua se the hien sd tham gia cua minh vao thi trudng la sdc cau Ngudi ban se the hidn sd tham gia cua minh vao thi trudng la sdc cung Ngudi mua va ngudi ban ddu co mong muon rieng cua ho ho tham gia vao thi trudng Ngudi mua mong muon mua duoc loai hang hoa phu hop vdi nhu can dd dinh vdi gia thap nhat nhung thoa dung cua hang hoa mua duoc la cao nhat, nguoc lai ddi vdi ngudi ban ho 'ky vong se ban duoc gia cao nhat va cac didu kidn ban hang thuan loi nhat Vdi hai mong muon trai nguoc nhung tai vidc mua ban hang hoa vdn didn binh thudng tren thi trudng sd di ngudi mua va ngudi ban gap duoc la gia ca mua va ban cua loai hang hoa la thi trudng didu tiet va qui dinh dda theo cac qui luat kinh te hoat dong tren ban hang, phan khu vuc hoat dong ro rang dd tranh cac trirdng hop canh tranh khong lanh manh Ngoai tinh canh tranh linh vuc o td rd't 1dm, mdt nhirng chinh sach mb rong thi trirdng xet theo canh nhan vien ban hang nhdm lam yd'u di kha nang ban hang cua cac ddi thu canh tranh ma cac cdng ty thudng ap dung la tuydn dung va loi keo cac nhan vien, dai ly hoat dong hieu qua vd lam viec cho hang minh thong qua vide dua cac didu kidn lam viec tot hon, mire luong hd'p ddn hon Chinh vi vay mdt nhung mat cua chinh sach ban hang ma cac cdng ty lidn doanh edn phai chu y la ddu tu hon nfra cho doi ngu ban hang, he thong dai ly co nhu vay mdi cd thd tao duoc ddi ngu ban hang chuyen nghidp dap ling ddi hoi cua viec mb rong thi trudng cua coag ty giai doan tdi Cac bien phap cu the nhu sau: - Tang ty Id phdn tram hoa hdng cho cac dai ly hoat ddng hieu qua dat rir 70 % kd hoanh ban xe dupe hang thdng qua Hien ty Id hoa hdng cac hang ap dung tra cho dai ly khoang tir 7-11% trdn gia ban cdng bd' cho tung loai xe Ty Id ndn tang thdm cho cac loai xe kho ban, hoac gia tri cao tir 3-4% cd nhu vdy cac dai ly mdi tn va phat tridn didu kidn thi trudng d td han che nhu hien Ngoai nd'u edn thid't cdng ty co thd cdp tin dung iru dai cho cac dai ly dd nang cap trung tdm ban hang cua cac dai ly, cung cdp cac trang thiet bi quang cao tai cac trung tarn ban hang cho cac dai ly, ban hoac hd trp gia cac tai lidu nhu Catalogue, so bao hanh bao duong, sd hudng ddn su dung xe, sach vd ky thu at xe Hon the' nira cac cdng ty lidn doanh d td ndn ap dung chd' dd thubng vupt ke hoanh cho cac dat ly hoan kd hoach du dinh - Chuydn cac khach hang da lidn hd vd1 cac dai ly dupe cac dai ly dang tid'p xue, dan phan nhung khach hang khdng mudn mua qua dai ly cho cac dai ly ban thdng qua hinh thirc thu uy quydn, dam ao tu each cua cac dai ly, hd trp moi each cho dai ly dd ban dupe xe cho khach hang thudc dia ban cua dai ly quail ly, neu khach hang vdn muon mua qua cdng ty chi cdng ty phai cd mire hoa hdng phu hop cho cac dai ly dd mire phu hop la khoang tir 2,5-3% gia cdng bd' - Tang tidn thubng theo sd' lupng va chiing loai xe ban cua cac nhan vien ban hang, can cd vao cac khach hang cu thd d thd dua mdc thubng dac bidt ap dung hinh thirc tang luong theo thdm nidn car cd v&o thdi gian cdng tac va ket qua ban hang theo tirng nam cd nhu vay mdi cd thd gid dupe cac nhan vidn cd kinh nghiem, '2 hieu qua cong vide Khong nen ap dung cdng nhac hinh tlidc tra ltfong theo vi tri cdng vide nhtf cac cdng ty hidn dang thtfc hidn c, Chinh sach dich vu sau ban hang: Dich vu sau ban hang co hai hoat ddng chu yd'u la : Dich vu bao hanh bao dtfdng cac xe mdi ban thi tnrdng dang thdi gian bao hanh va dich vu stfa chtfa thay thd' phu tiing sau da he't thdi gian bao hanh Ddi vdi cac cdng ty lidn doanh o td thi chinh sach cd vai trd khdng thua kem gi dd'i vdi chinh sach ban hang vi vSy chinh sach phai dtfpc cac cdng ty lidn doanh thuc hien ddng thdi vdi chinh sach ban hang Dd'i vdi khach hang mua xe o td ho luon quan tarn de'n dich vu trudc ho quyd't dinh mua xe Chid'c xe ma ho se mua se dtfpc nha xan xua't cham soc chung nhtf thd' nao?, hong hoc ho cd the? stfa chung d dau vdi chi phi la bao nhieu ? Nhtfng cau hoi dd thudng xuydn dtfpc dat vdi cac khach hang mua xe nd'u nhtf nhtfng van de dd khdng lam sang td thi vide mua chid'c xe dd ddi vdi khach hang la khd cd thd thuc hidn dupe Hieu ro va'n dd ndn cac hang xe ddu ttf vao Vidt nam thirdng tim kid'm nhirng vi tri thuan lpi de xay dtfng nhirng trung tarn ban xe va bao hanh stfa chtfa xe, tdng kho phu tirng cua nham cung ca'p dich vu bao hanh bao dtfdng, sira chua cho khach hang mua xe tao tarn ly ydn tarn cho khach haitg ho mua xe, Mdt nhirng lidn doanh cdng linh vtfc la cdng ty lidn doanh TOYOTA Viet nam Chinh sach ban hang va dich vu ban hang cua cdng ty da dem lai sir tin tirdng dd'n san phdm cua cdng ty Cdng ty da xay dtfng mdt tdng kho phu rung dd phan pho'i phu tirng thay thd' cho cac trung tam bao hanh bao dtfdng va stfa chtfa cua cdng ty cung nhu he thong dai ly Tidu chudn bat budc xay dtfng trung tam ban hang thudc cdng ty hoac dai ly phan phd'i hang cho cdng ty la phai co dtfpc vi tri dia diem ban hang ban san phdm TOYOTA ludrr la cdng ty dtfa cac chinh sach khuydn mai khau dich vu sau ban hang vi du nhtf khuydn mai mua xuan, mua he, nhan dip khai trtfdng trang tam dich vu sau ban hang mdi nham thu hut sir chu y cua khach hang, dem lai cho khach hang nidn tin vao sir phat trien cua TOYOTA vao dich vu ban hang va sau ban hang cua TOYOTA Didu da giup cho cdng ty lidn doanh TOYOTA vidt nam chid'n linh dtfpc 35-40% thi phdn thi tnrdng d td lap rap Viet nam mac du cdng ty mdi di vao hoat ddng dtfpc nam Dd'i vdi cac lidn doanh d td khac dang hoat ddng tai Vidt nam chinh sach dich vu sau ban hang cua TOYOTA cd the la mdt vi du, mdt mdu hinh ra't td't va cu the? cho ho xem xet nghidn cdu vh hoc tap Tuy nhidn chung ta phai tha'y dtfpc nhirng thuan lpi cua 73 TOYOTA xay dung cac trung tam bao hdnh bao dudng la so xe hoi dang sir dung tai Viet Nam bid'll la xe TOYOTA vi vay cac trung tdm mb ddu co nhidu khach hang va hoat dong co hidu qua Nhu’ng ddi vdi cac cdng ty lidn doanh khach thi sao, tid'p tuc han chd xdy dung cac trung tdm bao hanh bao dudng hay mb long? la mot cdu hoi rdt ldn ddi hoi cac lidn doanh cdn phai cdn nhdc va tinh toan De cd can cii cho chinh sach dich vu sau ban hang cac cdng ty cdn xem xet nghidn cu’u thi trudng chu ddu tidn la thdng kd sd luong xe da ban hoac nhdp khdu cua hang vao Vidt nam hien dang luu hanh theo tung khu vuc, cdn ddi tinh toan theo tirng vi tri dia ly, khu vuc can kd dd cd thd quyet dinh cd xay dirng trung tdm bao hanh va ban san phdm tai dd khdng Thdng thubng neu khu vuc cd khoang 500-1000 xe dang hoat dong cd the xdy dung mot trung tam bao hanh, sira chua, cung cdp phu tung chinh hang cho khach hang, neu trdn 1000 xe dang hoat dong thi cd the xdy them trung tdm khac dd phuc vu tot hon nhu cdu bao dudng, sira chua thay thd' phu tung cua khach hang mua xe Hinh thu’e xdy dung tiling tam cd thd theo hinh thirc lidn doanh vdi cac Garage tu nhdn hoac nha nude de tdn dung mat bdng, von, thq ky thudt ddng thbi trang bi cho cac garage dd cac thiet bi sua chua cua chinh hang theo tidu chudn qui dinh cua mbt tram bao hanh sira chua Qui dinh gia tidn cdng sua chua cho tirng hang muc vdi turig loai xe, Cung cdp phu tung chinh hang dam bao cho trung tdm dd hoat dong nhu mbt trung tdm cua hang Phai xdy dung ddi ngu sira chua luu dong cd thd ddn tdn noi ngubi sir dung dd thuc hien vide bao hanli, bao dudng sira chua neu cd ydu cdu cua khach hang vdi gia ca khong cao hon nhidu so vdi vide sira chua tai tdm d, Chinh sach xdy ditng vd quan ly he thdng ban hang vd dich vu sau ban hang: Cd the noi ddy la mbt chinh sach cd tich chdt quyd't dinh den tuong lai hoat ddng ban hang va sau ban hang cua cac lidn doanh b td Neu chinh sach khong duqc thuc hien mbt each dung ddn va tinh toan mbt each ty mi, khoa hoc thi doi phan tac dung va gdy hdu qua xdu ddn hoat dong ban hang va dich vu sau ban hang cac cdng ty lidn doanh b td va hd thb'ng dai ly cua ho cung cdp Ndu xdy dung va quan ly hd thb'ng dai ly qua nhidu tai mbt khu vuc se rd rang ddn ddn tinh trang each tranh khdng lanh manh giira cac dai ly, trung tdm ban hang, gdy tdm ly khdng tin tubng vdi khach hang, neu qua it se ddn dd'n tinh trang dbc quydn, khong bao trum het thi trubng vung hdu qua se mdt di cac khach 74 hang tidm nang Trong thdi gian qua mot sd lidn doanh da gap phai tinh trang tren vf du nhir: Cdng ty lidn doanh Mercedes-Benz Viet nam : Cdng ty qua nong voi vide lira chon ddi tac lam dai ly xdy dimg hd thdng dai ly qua nhidu trdn cung mot khu vuc : Ha ndi dai ly ( NACENIMEX, MEFRIMEX, CT TNHH AN DAN) Thanh Hd Chi Minh dai ly va trung tarn ban hang cdng ty xdy dung va hang loat cac dai ly tai cac tinh (tdng sd 17 dai ly) Trong sd cac dai ly co nhung dai ly sau hon 01 nam hoat ddng khdng ban duoc xe nao cho cdng ty va dirong nhidn xin thdi khdng lam dai ly cho cdng ty va ddn sau nam ke tir thirc hien chinh sach xay dung va quan ly dai ly cua minh cdng ty lidn doanh Mercedes-Benenz Vidt Nam khdng nhung khdng tri dirqc sd lirpng dai ly ma thu hep lai , tidu bidu nhat la Ha ndi va phd Hd Chf Minh khdng dai ly nao nha may phai tir dung thud dia didm dd ban hang true tid'p ddng thdi mot sd dai ly tai cac tinh cung ldn lirgt chdm dirt hop ddng dai ly nhir Dai ly tai Nam Dinh, Thanh hoa, Vinh, Pleiku .Day la bai hoc didn hinh nha't vide thirc hidn chfnh sach xdy dung va quan ly dai ly cho cac lidn doanh td tai Viet Nam Ngoai vf du didn hinh trdn cac cdng ty nhir VMC, VIDAMCO cung gap phai tinh hudng tuong tu nhu trdn nhung d mire dd co thd khic phuc duoc Dd xay dung va va quan ly hd thdng phdn phdi duoc tdt hon cac cdng ty lien doanh d td edn phai chu cac didm sau xAy dung va quan ly hd thdng phdn phdi: - Dir bao chfnh xac sd luong xe co kha nang ban tuong lai theo tung khu vuc, tdp hop nhu cdu, thi hieu rneo tirng khu vuc Lua chon ddi tac dd ky hop ddng dai ly ldu dai, cac ddi tac se lam dai ly phai co nhung didu kidn bat budc nhu sau: + Phai co kinh nghiem linh vuc ban hang va tidp thi vd o to hoac cac linh vuc tuong tir + Phai cd kha nang vd tdi chfnh, ddi ngu ban hang tid'p thi cac cdng ty lidn doanh td va dai ly tuydn dung true tiep va duoc cac cdng ty lidn doanh dao tao + Phai cd vi tri thuan loi xay dung phong trung bay, ban san phdm va trung tarn bao hanh bao duong di kem (tdt nha't la nhirng ddi tac cd san dia didm, co sd vat cha't khdng phai di thud dia didm ) 75 + Cam ket chi ban loai xe cdng ty san xua't ldp rap, khdng ban cac loai xe cua hang khac - Phai thuc hien chinh sach ho trq dai ly qua trinh hoat dong dd nhdm tri va phat tridn hd thdng dai ly nhu: Cung cSp xe trung bay midn phi, tai lidu lien quan nhu Catalogue, so bao hanh bao dudng midn phf, didu chinh ty Id hoa hdng hop ly cho tirng dai ly - Thuc hidn chat che che bao cao dinh ky tinh hinh hoat dong cua hd thdng dai ly ft nhdt 01 tuan mdt ldn - Kidn quyd't huy hop ddng dai ly vdi nhung dai ly yd'u kem, nhung dai ly khong thuc hidn cac chfnh sach chung cua cdng ty qui dinh gdy tdn hai den uy tin cua cong ty e, Cac chinh sach ho tra ban hang : Day la nhung chfnh sach rihUm dua ddn cho khach hang nhung thdng tin vd cac loai xe duqc lap rap, phuang thirc mua ban, cac hinh thirc khuydn mai cua cac cdng ty lidn doanh o td mdt each nhanh nha't Thdng thudng cac lidn doanh hay sir dung cac phuong tien nhu Tivi, Radio, Bao tri, Hoi nghi khach hang, Tridn lam vi vay khach hang dd'n tham quan nhidu nhung sd ngudi co nhu cdu mua xe rift ft nguqc lai chi phf cho mot cudc tridn lanh ra't cao ( khoang 20-30.000 USD) Trdn thi trudng thd' gidi liinh thuc trien lam o td ra't phd bien va dat hieu qua rat cao Hinh thirc edn phai duqc cac cdng ty lidn doanh xem xet ndn tham gia td chdc tridn lam rieng vd d td dd tat ca cac cdng ty lidn doanh d td ddu cd du cac loai san pham cua minh dang lap rap hoac se lap rap tuong lai duqc tridn lam tai hdi chq De cd duqc hdi chq nhu vdy cac cdng ty edn phai lidn he vdi hiep hoi d td Vidt nam, Cdng ty quang cao va hdi trq thuoaig mai Viet nam dd td chdc thudng ky 01 nam mdt ldn hoac nam 01 ldn tai hai phd ldn la Ha Noi va phd Hd Chi Minh Cd nhu vay mdi cd thd thu hut duqc cac khach hang thuc 76 Doi vdi nhtfng Cong ty lien doanh td co cac loai xe hidn dang dtfoc doi ttfong khach hang ttf nhdn quan tdm nhtf VMC ( Kia pride, MAZDA 323) TOYOTA ( Corolla, VIDAMCO (Matiz, Cielo, Leganza, Nubira) do tap trung kdt hop vdi cac trung tdm dao tao lai xe toan quoc dd tidn hanh quang cao khuydch trtfong san phdm mot cach trtfc tidp hay gian tidp qua trung tdm vi thdng thtfbng doi ttfong mua xe ttf nhan hdu het ddu ttf lai xe vi vay ho nha't thiet se phai dang ky va hoc lai xe tai cac trung tdm dao tao lai xe dd co bang lai xe Do ndu vidc quang cao gidi thidu xe tai cac trung tdm dao tao lai xe cong thi cac cong ty lidn doanh da co thd thu hut dtfoc cac khach hang thtfc stf tidm nang tai day Muon vay cac lidn doanh td cdn phai co stf dau ttf vd quang cao cung nhtf dau ttf vd thiet bi giang day cho cac trung tdm dd gianh quydn quang cao va khuydch trtfong san phdm tai ddy 3.2.3 DAU TV HON NUA CHO CONG TAC QUAN LY K1&M TRA CHAT LUONG XE LAP RAP: Doi vdi khach hang Vidt nam, tdm ly “xfnh hang ngoai” da an sdu suy nghi cua khach hang dac bidt la nhtfng loai hang hoa co gia tri cao nhtf to, didu co nghia la o to nguydn chide nhdp vd se co chat ltfong tot hon nhidu so vdi hang ldp rap ntfdc Do da co nhtfng thbi didm ma xe nhap khdu cung loai co gia cao gap 1,5 ddn 1,7 ldn xe lap rap ntfdc ma van ban rat chay Vf du : Xe Hiace 15 cho lap rap tai cong ty lidn doanh TOYOTAVidt nam ban vdi gia 25.500 USD loai xe cac cdng tv XNK nhap vd ban vdi gia 41.000 USD van ban chay Cac bdn doanh ( trb Mekong va VMC) hdu hdt mdi xdm nhap thi trtfbng dtfoc khoang nam do vd cha't ltfong chtfa thd co thbi gian dd khdng dinh chinh xac do cac cdng ty lidn doanh o to cdn phai tang ctfbng hon ntfa cdng tac quan ly chat ltfong dd lay dtfoc uy tin cua khach hang ntfdc va chung minh san phdm cua minh khong hd thua kem hang ngoai nhap Trong thbi gian qua cong tac quan ly chat ltfong cua cac cong ty lidn doanh chtfa dat dtfoc mUc ydu cdu, ty ld loi lap rap gdy ndn nhidu vf du -: vd son vo xe chat ltfong khbng on dinh, mdu son nhanh bac, tham chi co hidn ttfong bong son bong mat ngoai xe ( Xe Minibus MB 140 cua Mercedes-Benz VN ), Hidn ttfong ldp kem phdm cha't cho mOt vai xe 'Hiace Tai cbng ty lidn doanh TOYOTA VN, Hidn ttfong dot ntfdc mtfa vao xe nhtf o cdng ty lidn doanh Daewoo VN, VMC, Mekong Nhtfng loi ky thuat thtfbng xua't hidn o giai doan ddu di vao hoat dong cua cac lidn doanh cac loi ra't nho va xua't hidn rat ft trdn cac san phdm- dtfoc ban nhtfng da dd lai nhtfng