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LOI CAM DOAN Toi xin cam doan luan van “Nang cao site canh tranh san pham mu bao hiem Protec cua Cdng ty TNHH Thiet bi va San pham An toan Viet Nam tai thi truang Viet Nam” la ket qua cua qua trinh hoc tap, nghien cuu khoa hoc doc lap, nghiem tuc Cac so lieu luan van co nguon goc ro rang, dang tin cay va dupe xu ly khach quan, trung thirc Cac giai phap neu luan van dirqc rut tir nhtrng co so ly luan va qua trinh nghien cuu thuc tien HaNoi,ngay thang Hoc vien Nguyen Bach Yen nam2011 LOI CAM 0N De hoan ban luan van nay, em xin chan cam on su huong dan tan tinh cua TS Ta Loi suot qua trinh viet va hoan luan van Em xin bay to long biet on tdi cac thay co giao Hoi dong Khoa hoc Truong Dai hoc Kinh te Quoc dan, Khoa Thuong mai va Kinh te Quoc te, Vien dao tao Sau dai hoc, Truong Dai hoc Kinh te Quoc dan da tao dieu kien va giup da em hoan luan van HaNoi,ngay thang nam2011 Hoc vien Nguyen Bach Yen MUC LUC • • DANH MUC CHLf VIET TAT DANH MUC BANG BIEU VA HINH VE TOM TAT LUAN VAN MO DAU - - CHUONG 1: LY LUAN CHUNG VE SUC CANH TRANH VA NANG CAO SlTC CANH TRANH CUA HANG HOA MU BAO HIEM - 1.1 Ly luan chung ve sire canh tranh cua hang hoa mu bao hiem - 1.1.1 Khai niem sure canh tranh hang hoa mu bao hiem - 1.1.2 Phan biet sue canh tranh cua hang hoa mu bao hiem va sue canh tranh cua doanh nghiep san xuat mu bao hiem - 1.2 Ly luan chung ve nang cao sue canh tranh cua hang hoa mu bao hiem - 1.2.1 Khai niem nang cao sue canh tranh hang hoa mu bao hiem - 1.2.2 Cac dac diem cua cong ty san xuat mu bao hiem viec nang cao sue canh tranh cua hang hoa mu bao hiem - 1.2.3 Cac chi tieu danh gia nang cao sue canh tranh cua hang hoa mu bao hiem - 11 1.2.4 Cac cong cu nang cao sue canh tranh cua hang hoa mu bao hiem - 15 - 1.2.5 Van dung phan tfch SWOT viec nang cao sue canh tranh hang hoa mu bao hiem - 21 1.2.6 Su can thiet phai nang cao sue canh tranh cua hang hoa doi vdi doanh nghiep san xuat mu bao hiem - 23 - 1.3 Mot so kinh nghiem viec nang cao sue canh tranh hang hoa cua cac doanh nghiep san xuat mu bao hiem - 25 CHUONG 2: THUC TRANG NANG CAO SUC CANH TRANH SAN PHAM MU BAO HIEM PROTEC CUA CONG TY TNHH THIET BI VA SAN PHAM AN TOAN VIET NAM TAI THI TRlTONG VIET NAM - 27 2.1 Dac diem cua cong ty viec nang cao sue canh tranh mu bao hiem Protec tai thi truong VN - 27 - 2.1.1 Gioi thieu chung ve Cong ty TNHH Thiet bi va San pham An toan Viet Nam - 27 - 2.1.2 Dac diem cua cong ty viec nang cao sue canh tranh mu bao hiem Protec tai thi truung Viet Nam - 31 2.2 Thye trang nang cao sire canh tranh san pham mu bao hiem Protec cua cong ty TNHH thiet bi va San pham an toan Viet Nam tai thi trirdng Viet Nam giai doan 2007 - 2011 - 38 2.2.1 Ket qua kinh doanh cua cong ty giai doan tu nam 2007 den thang 11/2011 - 38 2.2.2 Cac cong cu nang cao sue canh tranh san pham mu bao hiem Protec giai doan 2007 - 2011 - 42 2.2.3 Cac bien phap nang cao sue canh tranh san pham mu bao hiem Protec da ap dung giai doan 2007 - 2011 - 52 2.2.4 Cac chi tieu danh gia nang cao sue canh tranh san pham mu bao hiem Protec giai doan 2007 - 2011 - 59 2.2.5 Ket qua nang cao sue canh tranh sue san pham mu bao hiem Protec giai doan 2007 - 2011 - 71 2.2.6 Van dung phan tich SWOT viec nang cao sure canh tranh san pham mu bao hiem Protec tai thi truung VN giai doan 2007 - 2011 - 74 2.3 Danh gia hoat dong nang cao sue canh tranh san pham mu bao hiem Protec cua cong ty TNHH thiet bi va San pham an toan Viet Nam giai doan 2007-2011 -782.3.1 Nhung mat dat duuc viec nang cao sue canh tranh san pham mu bao hiem Protec cua cong ty - 78 2.3.2 Nhung ton tai viec nang cao sue canh tranh san pham mu bao hiem Protec cua cong ty - 80 2.3.3 Nguyen nhan cua nhung van de edn ton tai - 82 CHUONG 3: GIAI PHAP NANG CAO SUC CANH TRANH SAN PHAM MU BAO HIEM PROTEC CUA CONG TY TNHH THIET BI VA SAN PHAM AN TOAN VIET NAM TAI THI TRUONG VIET NAM DEN NAM 2020 - 86 3.1 Xu huong phat trien thi truong mu bao hiem d' Viet Nam den nam 2020 - 86 3.2 Dinh huong nang cao sue canh tranh san pham mu bao hiem Protec tren thi trudng Viet Nam den nam 2020 - 88 3.3 Giai phap nang cao sue canh tranh san pham mu bao hiem Protec cua Cong ty TNHH Thiet bi va San pham an toan Viet Nam den nam 2020 - 89 - 3.3.1 Xay dung bo tieu chi danh gia sue canh tranh san pham mu bao hiem- 89 3.3.2 Xay dung kenh thu thap thong tin va phan tich sue canh tranh cua san pham mu bao hiem tren thi truong: - 92 3.3.3 Xay dung lai chinh sach gia cho phu hop vdi thi truong - 96 3.3.4 Dau tu vao hoat dong phat trien san pham .- 100 3.3.5 Dang ky kieu dang cong nghiep, bao ho quyen so htru tri tue - 101 3.3.6 Doi moi cong nghe, su dung cong nghe mod vao san xuat - 102 3.3.7 Giai phap mo rong quy mo san xuat thong qua hop dong hop tac kinh doanh vdi cac cong ty, to chuc khac - 104 3.4 Kien nghi doi vdi cac co' quan chuc nang -105 - KETLUAN -108DANH MUC TAI LIEU THAM KHAO - 110- DANH MUC CHIT VIET TAT Tidng Viet Chfr viet tat Nghia day du CN Cong nghiep CP Cd phan DN Doanh nghiep DT Doanh thu DHKTQD Dai hoc Kinh te Quoc dan DVT Don vi tinh HC-NS Hanh chinh - Nhan sir KD Kinh doanh KV Khu virc MBH Mu bao hiem NTD Ngubi tieu dung NXB Nha xuat ban QCVN Quy chuan Viet Nam SP San pham TB Trung binh TGD Tong giam doc TMCP Thuong mai co phan TNHH Trach nhiem h£ru han TP Truong phdng TR Trang Tieng Anh Nghia day du ChCf viet tat Tieng Anh Tieng Viet AIPF Asia Injury Prevent Foudation Quy phong chong Thuong vong Chau A EPS Expanded PolyStyrene Lop hap thu xung dong FDI Foreign Direct Investment Dau tu true tiep nude ngoai MB Military Joint Stock Comercial Bank Ngan hang TMCP Quan doi QC Quality Control Bo phan kiem tra chat luong Showroom Showroom Cua hang trung bay san pham VIB Vietnam International Stock Comercial Bank VNPT Vietnam Posts Telecommunications Corporation WEB Website Joint Ngan hang TMCP Quoc te Viet Nam and Tap doan Buu chinh vien thong Viet Nam Trang thong tin dien tu DANH MUC BANG • Co cau nguon von cong ty TNHH Thiet bi va San pham an 21 toan Viet Nam giai doan 2007 - 2011 Ycu can ve tuyen dung cua cong ty TNHH 'Thiet bi va san 36 pham An Toan Viet Nam tai mot so vi tri Bao cao ket qua kinh doanh giai doan 2007 — 11/2011 39 Bang gia mu bao hiem Protec qua cac nam 44 Tong hop nhan su Cong ty TNHH Thiet bi va San pham an 58 toan VN tai thoi diem thang 11 nam 2011 Thi phan mot so loai mu bao hiem co chat luong tai thi 60 truOng Viet Nam nam 2007 - 2010 San luong mu bao hiem cung hug thi truong cua mot so 61 hang mu tai VN tu thang den thang 11 nam 2011 Gia mot so loai mu bao hiem trcn thi truong tai thoi diem 64 Thang 11/2011 Ket qua tham dd y kien khach hang ve mu bao hiem Protec 67 thang 06/2011 Phan cap suc canh tranh theo yeu to thuong hieu 71 Ket qua khao sat danh gia cua khach hang ve qua tang cua 73 ngan hang TMCP Quan Hoi Thang 09/2011 Phan tich suc canh tranh mu bao hiem Protec theo mo hinh 76 SWOT giai doan 2007 - 2011 Co' cau dan so theo nhom tuoi qua cac thoi ky 87 Tieu chi danh gia suc canh tranh san pham mu-bao hiem 90 Cach tinh diem cho tung tieu chi danh gia suc canh tranh 91 san pham mu bao hiem Ket qua danh gia suc canh tranh mot so hang mu trcn thi 92 truong Viet Nam giai doan 2007 - 201 -97tham nhap thi trudng bat dau dua nhung san pham mdi thi truong Trong chien luge nay, mot muc gia thap ban dau se giup san pham co dugc thi phan ldn lap tuc Ly cong ty nen lua chgn chinh sach gia la dua tren cac yeu cau va dac tinh cu the ma chinh sach gia de Thuc te, de ap dung chinh sach gia can co ba dieu kien: - San pham co muc cau gian ldn; - Gia don vi cua san pham se phai giam di dang ke san pham dugc san xuat theo quy mo ldn; Doanh nghiep can du tinh ' trudc la san pham se phai chiu canh tranh manh - no xuat hien tren thi trudng; Ca ba dieu kien deu dung vdi san pham mu bao hiem vay viec ap dung muc gia thap thap nhap thi trudng la rat hgp ly Chinh sach co the dugc ap dung doi vdi loai mu COOL vua mat vao thang 11/2011 cua cong ty Tuy nhien vdi muc gia nhu hien nay: la 280.000 vnd/ mu Cool khong kinh va 360.000 vnd/o mu Cool co kinh la mot muc gia kha cao va kho co the gianh dugc lgi canh tranh nhanh chong dugc Cong ty can xem xet lai va dieu chinh lai gia ban cho dong san pham Hoac co the ap dung chinh sach khuyen mai ldn cho san pham mdi mat Mat khac, de giam gia ban, cong ty can thuc hien chinh sach cat giam chi phi, giam gia thanh, dac biet can co cau lai nhan luc de cat giam chi phi quan ly va chi phi ban hang Mot thuc te dang ton tai cong ty chinh la su bat cap chinh sach luong cua cong ty Hien viec xay dung thang bang luong cua cong ty chua thuc su khoa hgc, khach quan va cong bang Bang luong hien tai cua cong ty dugc xay dung dua tren quy dinh ve muc luong toi thieu cua Nha nudc cung vdi quy dinh ve luong doi vdi cong ty 100% von nudc ngoai Ban Quan ly cac Khu cong nghiep va Che xuat Ha Noi quy dinh Tuy nhien dieu chi dam bao muc luong toi thieu cua ngudi lao dong, moi mot vi tri, mot cong viec va mot ngudi khac cong ty lai khong co co so khoa hgc de xay dung muc luong phu hgp Theo thang, bang luong cua cong ty, da chia tung ngach cong viec, co he so lugng cho tung ngach va theo tung nam nhung dieu khong phan anh dugc thu nhap thuc te cua moi ngudi tai tung vi tri cong viec Doi vdi cap quan ly, luong thuc the thudng cao hon gap doi tham chi gap ba lan so vdi muc luong quy dinh tren thang luong Chinh dieu da lam chi phi quan ly thuc te cua cong ty -98- tang len rat nhieu va keo theo la gia mu cung bao hiem tang cao De giai quyet van de tren, cong ty can xay dung bang luong mot each minh bach hon, cu the: - Phan tich lai cong viec: Phong Hanh Chinh - Nhan su tien hanh thong ke lai day du cac cong viec theo tung chuc danh dang su dung doanh nghiep; Thu thap nhung thong tin chi tiet va chinh xac ve tung vi tri cong viec cu the de xac dinh nhiem vu chinh, nhiem vu phu, cac moi quan he cua tung chuc danh cong viec va xac dinh cac yeu cau chuyen mon ve trinh hoc van, kinh nghiem lam viec, kien thuc, ky nang, the chat dieu kien lam viec can thiet: cua tung cong viec - Danh gia gia tri thuc cua cong viec: Tren co so phan tich lai cong viec, phong Nhan su tien hanh danh gia lai gia tri cong viec de xac dinh gia tri thuc su cua nhung vi tri cong viec tuong tu co the duoc tap hop nhom lam co so xac dinh thang luong, bang luong cho moi nhom Cac buoc danh gia gia tri cong viec nhu sau: o Lap danh sach cac yeu to cong viec theo nhom yeu to cong viec chu yeu ve: Kien thuc va ki nang; Tri luc; The luc va cudng lao dong; Moi trudng; Trach nhiem o Trong moi nhom yeu to cong viec, doanh nghiep, co quan xac dinh cu the cac yeu to phan theo cac muc tu thap den cao Cac yeu to cong viec la co so de so sanh giua cac vi tri cong viec doanh nghiep, co quan o Lua chon cac vi tri de danh gia: tren co so danh sach cac yeu to cong viec, danh gia gia tri cong viec cho tung vi tri rieng biet doanh nghiep, co quan dong thdi so sanh cac yeu cau chuyen mon cua tung vi tri o Danh gia va cho diem cac muc cua cac yeu to de danh gia va cho diem cac yeu to phan theo cac muc do, tren co so xac dinh thang diem cac yeu to phu hop voi tung cong viec o Can doi thang diem giua cac yeu to nham danh gia muc phuc tap hay gia tri cua moi yeu to tong the cac yeu to cau cong viec, tu dieu chinh lai thang diem cho hop ly Phan ngach cong viec: Sau phan tich, danh gia gia tri tung cong viec, tien -99hanh nhom cac cong viec co chuc nang va yeu cau kien thuc, ki nang tuong tu Moi nhom cong viec duoc qui dinh mot ngach cong viec theo tam quan cua nhom cong viec Trinh tu phan ngach cong viec tien hanh theo cac budc sau: - o Tap hop cac cong viec rieng le cac nhom cong viec; o Thiet lap cac muc ngach cong viec va tieu chuan phan ngach; o Qui dinh mot ngach cong viec cho moi nhom cong viec Thiet lap thang luong, bang luong cho tung ngach cong viec: Thang luong, bang luong theo ngach cong viec xac dinh theo trinh tu sau: o Xac dinh cac yeu to anh hudng, bao gom: kha nang canh tranh tien luong so vdi cac doanh nghiep, co quan khac; cac qui dinh cua phap luat, trudc het la so vdi muc luong toi thieu Nha nudc qui dinh; nang suat lao dong; kien thuc, ki nang, kinh nghiem hoac tham nien cong tac cua ngudi lao dong doanh nghiep, co quan; cac hinh thuc khuyen khich hien co, cac khoan tien thudng o Thiet lap thang luong, bang luong: tren co sd cac thong tin da thu thap duoc va cac yeu to anh hudng da xem xet, viec thiet lap thang luong, bang luong tien hanh theo trinh tu: o Xac dinh so ngach luong doanh nghiep, co quan thong qua viec lay thong tin tu khau phan ngach cong viec o Xac dinh so bac luong moi ngach can cu vao viec tinh cac diem uu the theo ket qua lam viec va xem xet muc phuc tap can co doi vdi thang luong, bang luong Sau xay dung thang, bang luong, cong ty can ap dung luong theo dung thang luong da xay dung, doi vdi cac ca nhan co nang luc vuot troi, co hieu qua cong viec cao, cong ty nen xay dung mot chinh sach thudng rieng va tao co hoi thang tien cho ngudi lao dong Vdi chinh sach nay, cong ty co the cat giam chi phi quan ly mot cach hieu qua, dong thdi tao dong luc cho ngudi lao dong tu dem lai ket qua cao hon Trong hoat dong kinh doanh cung nhu nang cao suc canh tranh san pham cua cong ty tren thi trudng - 100- 3.3.4 Dau tie vao hoat dong phat trien san pham Hoat dong nghien cuu va phat trien san pham la mot hoat dong ma cong ty da de y tu lau nhung chua co su dau tu va quan tam mot cach xac dang Hien viec phat trien san pham mdi cua cong ty khong co bo phan nao truc tiep quan ly va cung khong co mot ke hoach cu the cho viec phat trien san pham mdi Tuy nhien neu dau tu nhieu cho hoat dong phat trien san pham mdi, neu lap ca mot phong phat trien san pham thi se xuat hien mot mau thuan giua chi phi va muc tieu phat trien san pham mdi Chinh vi vay, can cu vao tinh hinh thuc te cua cong ty, dong thoi de theo kip duoc thi trudng, tac gia de xuat giai phap de thao gd van de tren nhu sau: - Thanh lap nhom phat trien san pham cua cong ty: Thay vi lap mot phOng ban cong kenh, lam gia tang chi phi Cong ty se lap mot nhom de phat trien san pham cua cong ty Nhom bao gom: dai dien cua phong Marketing; dai dien cua phong thiet ke, dai dien cua bo phan san xuat, dai dien cua phong kinh doanh, ket hop vdi la su lanh dao va theo sat cua vien ban lanh dao cong ty - Quy trinh nghien cuu va phat trien san pham mdi se nhu sau: o Phong Marketing tien hanh nghien cuu thi trudng, nghien cuu ve san pham cua doi thu canh tranh, tap trung vao cac doi thu canh tranh chinh Nghien cuu phan ung va dong thai cua doi thu canh tranh de dua nhung y kien ban dau ve mot san pham mdi ma nguoi tieu dung dang muon tim kiem o Phong kinh doanh lay y kien khach hang, theo doi phan ung cua khach hang ve san pham mu bao hiem Protec hien co de dua cac y tudng ve cai tien san pham va cac yeu cau cua khach hang doi vdi mu Protec o Bo phan thiet ke co trach nhiem tiep nhan cac y kien tu cac phdng ban, tham khao cac kieu dang, mau ma khac, len y tudng va hinh nen mot so mau mau phac hoa o Phong san xuat phoi hop de tinh toan tinh kha thi cua mau mu mdi; cong nghe san xuat, thdi gian san xuat va kha nang dap ung duoc thi trudng - 101 - o Ban lanh dao cong ty thong nhat chon mau mdi, tien hanh lam thu nghiem va lay y kien danh gia cua ngudi tieu dung o Neu thi trudng phan ung tot vdi san pham cho tien hanh san xuat va tung-ra thi trudng - Thdi gian phat trien san pham mdi: hoat dong can thuc hien thudng xuyen va lien tuc, chi tieu cho 5-6 mau mdi/nam Dac biet doi thu canh tranh tung san pham mdi thi cong ty can nhanh chong nghien cuu dong thai cua khach hang va lua chon quyet dinh co nen san pham mdi cung luc vdi doi thu canh tranh hay khong Dieu se quyet dinh su bai cua mot ddng san pham Ngoai nhu da phan tich d tren, suc canh tranh cua mu Protec khong cao la muc gia mu Protec la kha cao tren thi trudng Do vay, thdi gian tdi cong ty can phat trien duoc nhung ddng san pham mdi vdi muc gia thap hon de chiem linh thi phan cua nhung ngudi co thu nhap trung binh va thap Do cung la mot nhung viec lam ma cong ty can trien khai thdi gian tdi 3.3.5 Dang Cy kieu dangcdngnghiep, hao hit quyen cS ttiru tri try Trong moi trudng canh tranh khoc liet cua nen kinh te thi trudng, cac doanh nghiep luon muon ca biet hoa hang hoa cua minh thong qua kieu dang ben ngoai cua san pham Hinh dang doc dao va mdi la cua san pham cung gop phan tao su loi cuon va gay an tuong manh me doi vdi ngudi tieu dung Vi vay bao ho kieu dang cong nghiep luon dong mot vai trd quyet dinh chien luoc kinh doanh cua bat ky nha san xuat nao Doi vdi Cong ty TNHH Thiet bi va San pham An toan Viet Nam, viec dang ky kieu dang cong nghiep cung nhu bao ho quyen sd huu tri tue la mot noi dung ma Cong ty khong thuc su quan tam thdi gian trudc day Tuy nhien hien nay, dung trudc tinh hinh mu gia, mu nhai dang tran lan tren thi trudng thi day se la mot van de can thuc hien thdi gian tdi Hien nay, mu bao hiem Protec dang la mot nhung loai mu bi lam nhai nhieu nhat tren thi trudng, chung loai mu da la mot han che cua cong ty, cong vdi viec cac ddng san pham ban chay lai bi lam nhai vdi kieu dang giong het nhung gia ban lai rat thap da lam anh hudng ldn den suc canh tranh cua mu Protec tren thi trudng Neu cong ty chi tap trung vao phat trien san pham ma khong tim cach de bao ho no trudc cac doanh nghiep lam nhai mu thi viec - 102 tap trung vao phat trien san pham mdi cung khong dem lai hieu qua thuc sir va tham chi co the gay hieu ung nguoc: Cdng ty vua ton chi phi phat trien san pham, vira bi mat vi the lam chu mau tren thi trudng Chinh vi vay, du tai Viet Nam, viec dang ky kieu dang cdng nghe va bao ho quyen sd huu tri tue chua thuc su phat huy hieu qua nhung mot sd trudng hop van can su dung den nd Ddi vdi mu Protec, nhung ton hai ma cac loai mu nhai gay cho cdng ty ma dac biet la cho sue canh tranh cua Protec tren thi trudng thdi gian qua, cdng ty can dang ky kieu dang cdng nghiep va bao ho quyen sd huu tri tue cho cac san xuat mdi tung thi trudng Dieu se cd nhung tac dung to ldn nhu: - Ngan chan ddi thu canh tranh chep hoac nhai lai, va do tang cudng vi the canh tranh cua doanh nghiep, tir lam tang sire canh tranh cho san pham - Tang gia tri thuong mai cua cdng ty cung nhu cua san pham - Cap phep su dung (hoac ban) cho ngudi khac de lay tien, bang each cap phep su dung kieu dang, doanh nghiep cd the tham nhap thi trudng ma nd khong the tiep can Ben canh viec dang ky vdi cac co quan chuc nang, cdng ty cung can kien quyet lam manh ddi vdi cac hang lam nhai theo san pham cua cdng ty Trong trudng hop cdng ty quyet tam xir ly manh mot hai hang cd tinh lam nhai theo mau cua cdng ty thi se tao hieu ung day chuyen va tao nhung yeu td can trd y dinh lam nhai mu Protec cua mot sd doi thu canh tranh khac Dieu du it hay nhieu cung se cd tac dung viec han che cac loai mu nhai Protec tren thi trudng va tang loi the canh tranh cua mu Protec thdi gian tdi 3.3.6 Ddi mdi cdng nghe, sic dung cdng nghe mdi vao san xuat Cung vdi su phat trien cua thi trudng, nhu cau cua ngudi dan cang nang cao, nhung yeu cau ve san pham cang khat khe thi doi mdi cdng nghe va su dung cdng nghe mdi vao san xuat la dieu tat yeu de cdng ty theo kip duoc thi trudng Ddi vdi mat hang mu bao hiem, viec ap dung cdng nghe mdi vao san xuat se tao loi the canh tranh ldn cho san pham tren thi trudng Trong thdi gian trudc day, mdi xam nhap vao thi trudng mu bao hiem, Protec da su dung cdng nghe san xuat mu bao hiem mdi vao Viet Nam, la cdng nghe san xuat mu bao hiem sieu nhe Mu bao hiem sieu nhe dupe cau tao tir hai bo phan chinh: xop mu - 103 duoc lam bang cac hat EPS duoc ep vdi mat ldn de tao mot ldp xop cung nhung lai rat nhe, vo mu duoc lam bang nhua nguyen chat day lOmm vua tao deo dai, vua giam luong cua mu bao hiem Chinh vdi cong nghe mdi nay, Protec da danh duoc loi the canh tranh rat ldn tren thi trudng, va trd san pham di dau linh vuc san xuat mu bao hiem sieu nhe Den thuong hieu Protec van gan lien vdi dac tinh mu nhe, ben Qua ta thay viec ap dung cong nghe mdi vao san xuat da tung dem lai rat nhieu loi ich cho cong ty, vi vay thdi gian tdi cong ty can doi mdi cong nghe va tim kiem nhung cong nghe mdi vao san xuat mu bao hiem Protec r •> r \ Trong lmh vuc san xuat mu bao hiem, Trung Quoc, Dai Loan, Hong Kong la nhung quoc gia co the manh thuc su Dac biet la vdi cac loai mu bao hiem nua dau thi Trung Quoc la quoc gia san xuat mu bao hiem nua dau nhieu nhat tren the gidi Tai cac quoc gia phat trien nhu My, Tay Ban Nga, Bo Dao Nga, Y, Duc, mu bao hiem ca dau mdi la the manh, vay giai doan tdi, cong ty co the chon lua va dua ve mot so cong nghe mdi tu Trung quoc, Dai Loan, Hong Kong de ap dung vao san xuat mu Protec Tu thuc te thi trudng cung nhu xuat phat tu nhu cau cua khach hang, theo danh gia cua tac gia, cong ty can tim kiem mot so cong nghe mdi cac khau sau: - Tim hieu va nhap day chuyen lam tem nudc: tinh tu dau nam den nay, sd luong hang su dung mau thiet ke dac biet chiem tdi 70% tdng so luong mu bao hiem Protec tieu thu tren thi trudng Trong co tdi 80% mu su dung tem nudc Tuy nhien, hien cong ty chua co kha nang tu san xuat tem nudc ma phai dat tu cac nha cung cap Chinh dieu da lam gia mu Protec tang len rat nhieu Vi vay thdi gian gan day cong ty can nhanh chong tim hieu ve cong nghe san xuat tem nudc, nhap may moc de chu dong san xuat cung nhu chu dong viec thiet ke mau ma, kieu dang, theo yeu cau khach hang - Hoc tap va tim hieu cong nghe lam mang nudc, day la mot cong nghe mdi de tao mau sac va hoa van tren mu vo mem sieu nhe, vdi cong nghe cong ty co the tao nhieu thiet ke mdi tren vo mu dac biet la cac loai mu danh cho tre em va tang ldp tre Dieu se tao nhung loi the canh tranh mdi cho san pham mu bao hiem Protec tren thi trudng - 104 3.3.7 Giai phap mcr rong quy md san xuat thong qua hop ddng hop tac kinh doanh vffi cac cdng ty, to chiec khac Do nhung han che ve mat nguon von, hon the nua su khong on dinh tren thi truong mu bao hiem nhung nam qua da lam ban lanh dao cong ty chua xac dinh tu tuong md rong quy md hoat dong cua nha may san xuat mu bao hiem Protec Tuy nhien quy md cong ty nho nen nhieu khong dap ung duoc cac don hang tu tat ca cac khach hang tren toan quoc Co nhung thoi diem 45 - 50 sau ky hop dong cong ty moi giao hang duoc cho khach hang, dieu lam anh hudng ldn den hoat dong nang cao sue canh tranh cua mu bao hiem Protec tren thi trudng Dac biet la sau nhung don hang ldn tu cac khach hang truyen thong nhu: Piaggio; Honda, Yamaha thi viec dap ung cho cac don hang thong thudng la thuc sir kho khan Chinh vi vay giai phap thdi gian tdi la cong ty can dam phan va tim each de hop tac dupe vdi cac ddi tac ldn de md rong san xuat, tan dung von cua khach hang de du tru nguyen vat lieu va chuan bi cac ngudn luc can thiet cho cac don hang ldn Giai phap dupe cu the bang hai bien phap co ban sau: - Ky ket hop ddng nguyen tac vdi cac khach hang ldn thudng xuyen nhu: Honda, Yamaha, Piaggio Trong ket hop vdi khach hang de tinh toan sd luong va thdi gian dat hang cung nhu lay hang, ddng thdi cdng ty yeu cau khach hang dat coc de tang ngudn von luu dong cho minh va giup cdng ty giu the chu dong cac quyet dinh ve san xuat va kinh doanh hon Sau cd tong hop ve don hang, cdng ty cd the can ddi thdi gian san xuat, tang ca, md them day chuyen, thue them lao dong thdi vu de tang nang suat cho cdng ty nhung giai doan nhu cau tang cao - Trien khai xay dung du an hop tac kinh doanh vdi cac doi tac ldn, tap trung chu yeu vao cac hang xe may Theo each nay, hai ben se cung bo von de tien hanh hoat dong san xuat va kinh doanh Du an se dupe xay dung ddi tac da cd chien luoc tieu thu san pham dau Ddi vdi cac hang xe may thi khong phai la van de quan tam vi mu bao hiem la mat hang bo xung cho san pham xe may vay dieu quan chinh la kieu dang va mau ma cua mu co dupe thi trudng chap nhan hay khong Vi vay doi tuong de trien khai du an nhu vay se la cac hang xe may tai Viet Nam Hai ben cung ket hop de len mau thiet ke, cho mot kieu dang mdi va cdng ty se cd mot day chuyen rieng chuyen san xuat hang theo don dat hang tu ddi tac chien - 105 luoc Dieu se co loi cho ca hai ben, doi vdi Cong ty TNHH Thiet bi va San pham an toan Viet Nam la: tan dung duoc von gop tu doi tac md rong quy md hoat dong; mu Protec duoc cung cap thi trudng nhieu hon, thi phan mu Protec tang len, dong thdi vdi la suc canh tranh cua mu Protec se duoc nang len tren thi trudng Doi vdi ben doi tac gop von: duoc quyet dinh kieu dang, mau sac, kich co; duoc chu dong ve mat thdi gian; gia mu giam Do vay day cung la mot nhung giai phap cong ty co the ap dung thdi gian tdi - Xay dung phuong an hop tac vdi cac co quan nha nudc de san xuat loai mu canh tranh vdi cac san pham mu kem chat luong va mu ddm de thi trudng mu tai Viet Nam co su phat trien theo chieu hudng tich cuc Dau nam 2011, cdng ty da xay dung du an ket hop vdi Uy Ban Nhan dan Thanh Da Nang de san xuat mot loai mu bao hiem rieng biet cho thi trudng Da Nang Gia mu se duoc ban tuong duong vdi gia cua cac loai mu chat luong thap tuc khoang 50,000 - 60,000 vnd/01 mu Sd di mu ban duoc dinh gia thap nhu vay chinh la nhd chuong trinh hop tac giua Protec vdi UBND TP Da Nang Theo du an do, cdng ty se xay dung them mot nha may tai Da Nang, nhien cac chi phi lien quan den thue dat, thue se duoc UBND TP Da Nang ho tro Phan chi phi xay dung co ban cdng ty se duoc cho vay thdi han 5-7 nam va khong tinh lai xuat, va dieu kien la cdng ty phai san xuat mot loai mu bao hiem chat luong nhung gia thap de day thi trudng mu bao hiem kem chat luong khoi thi trudng Da Nang Day la mot giai phap rat hay va dem lai hieu qua cao Tuy nhien chua co kinh nghiem viec xay dung cac du an hop tac nhu vay, hon nua co nhieu van de phat sinh nen du an tam thdi bi dung lai Nhung co the thay dieu md mot hudng di mdi ma cdng ty co the tan dung de md rong quy md san xuat, khuech truong thuong hieu, quang ba hinh anh cua Protec den cac tinh tren toan quoc 3.4 Kien nghi doi vdi cac co’ quan chuc nang Thuc te cho thay thi trudng mu bao hiem hien d Viet Nam dang thuc su hon loan va kho kiem soat Chat luong mu bao hiem dang bi tha noi, hang kem chat luong, hang ddm duoc bay ban tran lan tren rat nhieu tuyen pho, ve dudng, va ca cac cua hang ban mu tong hop Cac loai mu tran tu cac co sd san xuat nho, tu cac nguon nhap lau den khap cac tinh tren toan quoc ma dac biet la d cac - 106Thanh Ion nhu Ha Noi, Da Nang, Ho Chi Minh Uu diem ion nhat cua loai mu la gia re, kieu dang bat mat, mu lai gon nhd, nhe duoc lam tu cac nguon nguyen lieu khong dam bao va khong du tieu chuan trb mot chiec mu bao hiem Vdi muc gia trung binh chi tu 30 nghin den 50 nghin ddng, loai mu dang lung doan thi trudng mu bao hiem va day cac doanh nghiep lam an chan chinh di den cho pha san Nhieu nha quan ly phan tich, sd di co chuyen mu bao hiem chat luong kem tran lan nhu hien vi nhu cau tang nhung thi trudng dang bi tha noi, khdng quan ly Hien da sd ngudi dan xem viec doi mu bao hiem la each ddi vdi canh sat giao thong, thay vi bi xu phat 200 ngan dong/lan vi pham ho chi phai mua mot chiec mu gia 30 nghin ddng Theo thong tin khao sat y kien tir nhieu dai ly ban mu bao hiem, co rat nhieu khach hang cua hang chi quan tam den van de gia ca, sau la den kieu dang chu khdng quan tam den san pham co chat luong hay khdng, chinh vi vay buoc ho phai lay cac loai mu thdi trang de tieu thu va cung ung thi trudng Viec quan ly mat hang cung thuc su kho khan, nhung co sd san xuat va kinh doanh hang gia lai su dung rat nhieu each thuc de qua mat cac co quan chuc nang Ho thuong hoan tirng lo hang mot roi day thi trudng, hang thi ghi mu cho ngudi di xe dap, mu the thao, co mu cho ngudi di bo chu khdng ghi “mu bao hiem cho ngudi di xe may” , d Viet Nam hien chua co tieu chi nao quy dinh ve viec khdng cho phep san xuat loai mu nen kho xu ly Day la mot nhung van de nan giai cua thi trudng mu bao hiem, no vuot qua tam kiem soat d muc doanh nghiep va doi hoi can phai co su can thiep cua Chinh Phu va cac co quan chuc nang de giai quyet thuc trang Chinh vi vay tac gia xin de xuat mot sd kien nghi ddi vdi cac co quan chuc nang nhu sau: Su dung phuong tien thong tin dai chung lam cdng cu de tuyen truyen va nang cao y thuc cua ngudi dan ve viec doi mu bao hiem cung nhu doi mu bao hiem co chat lupng - Phat dong chuong trinh hanh dong quoc gia nham tay chay cac loai mu bao hiem ddm, kem chat lupng nhu: “Noi khdng vdi mu bao hiem kem chat lupng”; “Vi su an toan cua Ban va Gia dinh Ban”, cac chuong trinh can den dupe moi dia ban tren toan quoc - Cac co quan chuc nang can bam sat thong tin va phan ung tu thi trudng, thuong xuyen trien khai cac dpt kiem tra cac co sd san xuat mu bao hiem de - 107 - kiem soat van de chat luong mu duoc dua thi truong - Xay dung lai quy che ve viec doi mu bao hiem, phat dong chuong trinh doi mu dat chuan, quan tren toan quoc de xu ly cac truong hop doi mu khong dung va cac truong hop su dung loai mu thoi trang nham doi vdi canh sat giao thong Viec ap dung doi mu bao hiem tren toan quoc da duoc cac co quan chuc nang thuc hien rat cong, vay viec kiem soat chat luong mu bao hiem luu hanh tren thi truong chac chan cung nam tam kiem soat cua Chinh phu va Nha nudc - Quy dinh chat che ve loai mu bao hiem duoc luu hanh tren thi truong De cac hinh thuc xu ly cac doanh nghiep san xuat hang kem chat luong, hang nhai, hang ddm, kiem soat chat che hang mu nhap khau de dam bao cac loai mu tung thi truong dam bao co chat luong, va an toan cho nguoi su dung Tren day la mot so kien nghi cua tac giai doi vdi cac co quan chuc nang nham lam cho thi truong mu bao hiem duoc minh bach, canh tranh lanh manh, va chat luong hon Nho cac doanh nghiep san xuat va kinh doanh mu bao hiem chat luong co co hoi de phat trien va dap ung tot nhat nhu cau cua thi truong - 108- KET LUAN Thi truong mu bao hiem tai Viet Nam la mot thi truong moi cdn non tre Cho den nay, thi truong van chua dung nhieu bat on va chua di vao quy dao thuc su cua no Cung voi la su canh tranh cang gay gat tren thi truong da gay rat nhieu kho khan cho cac doanh nghiep da, dang va se gia nhap vao thi truong Cong ty TNHH Thiet bi va San pham An toan Viet Nam la mot nhung cong ty nuoc ngoai dau tien dau tu vao linh vuc san xuat mu bao hiem voi nhan hieu mu bao hiem Protec Ton tai cung voi nhung thang tram cua thi truong, Protec da dan dan tro mot thuong hieu uy tin dupc nhieu nguoi tieu dung tin dung Tuy nhien, de dat dupc ket qua cong ty da phai vupt qua rat nhieu kho khan va phai ap dung nhieu bien phap de nang cao suc canh tranh cua san pham mu Protec tren thi truong Canh tranh voi hon 100 hang mu khac nhau, Protec da xac dinh huong di rieng cho minh de xay dung mot thuong hieu mu bao hiem voi nhieu diem khac biet so voi cac loai mu khac tren thi truong Neu nhu cac hang mu khac chu yeu dung yeu to gia thap, da dang hoa chung loai san pham lam cong cu canh tranh thi Protec lai lay ' chinh sach coi chat lupng san pham cung nhu dich vu ban hang va sau ban hang, phat trien kenh phan phoi linh hoat, su dung du an xa hoi de quang ba hinh anh cua cong ty lam cong cu tao lpi the canh tranh cho san pham mu Protec Bang huong di dung dan cua minh, Protec da chiem linh dupc mot phan thi truong dang ke va canh tranh dupc voi nhieu hang mu khac tren thi truong Tuy nhien, neu xet tren thi truong tong the thi Protec moi chi chiem linh mot phan rat nhd tren thi truong mu bao hiem tai Viet Nam Nguyen nhan chinh la su xam chiem cua thi truong mu thoi trang, mu kem chat lupng va mu bao hiem dom voi gia re dang tran lan tren thi truong Ben canh cdn co nhung nguyen nhan chu quan tu phia cong ty nhu: su dung chinh sach dinh gia cao hon gia doi thu canh tranh, mau ma chua dupc phong phu, da dang, hoat dong nang cao suc canh tranh chua thuc su dupc quan tam mot cach dung dan cung la nhung nhan to lam cho hoat dong nang cao suc canh tranh cua mu Protec gap nhieu kho khan Neu thoi gian toi cong ty khong co nhung bien phap khac phuc thi kho co the dung vung tren thi truong Qua qua trinh nghien cuu, danh gia va phan tich thi truong mu bao hiem cung nhu suc canh tranh va hoat dong nang cao suc canh tranh tai Cong ty TNHH - 109r t r r thiet bi va San pham an toan Viet Nam, tac gia da nam bat duoc thuc trang nang cao sue canh tranh mu bao hiem Protec tren thi truong, biet duoc ket qua cung nhu nhung uu diem va nhung van de ton tai chinh sach nang cao sue canh tranh cua cong ty Tir nghien ciru do, tac xin de xuat mot so giai phap mang tinh thuc tien va hoan toan co the ap dung tai cong ty thoi gian tdi nhu: Xay dung ngudn thu thap thong tin va phan tich sire canh tranh cua san pham mu bao hiem tren thi trudng; Xay dung lai chinh sach gia cho phu hup vdi thi trudng; Dau tu vao hoat dong phat trien san pham; Dang ky kieu dang cdng nghiep, bao ho quyen sd huu tri tue; Ddi mdi cdng nghe, sir dung cdng nghe mdi vao san xuat; Giai phap md rong quy md san xuat thong qua viec phdi hop vdi cac cdng ty, to chuc khac; cung vdi la mot sd kien nghi doi vdi cac co quan chuc nang de lam cho thi trudng mu bao hiem duoc minh bach va lanh manh hon Bang nhung bien phap cua minh, tac gia mong muon se gop mot phan nghien cuu cua minh cho cdng ty de san pham mu bao hiem Protec cang duoc nhieu ngudi biet den va trd mot thuong hieu vung chac tren thi trudng, cdng ty cang phat trien ben vung va la mot du an dau tu nude ngoai hoat dong cdng tai thi trudng Viet Nam -110- DANH MUC TAI LIEU THAM KHAO • • TIENG VIET Cong ty TNHH Thiet bi va San pham an toan Viet Nam (2007-2010), Bao cao kiem toan cong ty cac nam Cong ty TNHH Thiet bi va San pham an toan Viet Nam (2007-2010), Bao cao thuang nien cua phong Hanh Chinh — Nhan su Cong ty TNHH Thiet bi va San pham an toan Viet Nam (2007-2010), Bao cao tong hap ket qua kinh doanh cua phong kinh doanh cac nam Duong Ngoc Dung (2008), Chien luac canh tranh theo ly thuyet cua Michael Porter, NXB TP.HCM Tran Minh Dao (2002), Marketing can ban, NXB Thong ke, Ha Noi Doan Thi Thu Ha (2002), Giao trinh khoa hoc quan ly, tap II, NXB khoa hoc va ky thuat, Ha Noi Doan Thi Thu Ha (2008), Giao trinh Quan tri hoc, NXB Giao thong van tai, Ha Noi Nguyen Thi Huong (2002), Quan tri du an va du an co von dau tu nuac ngoai tap 1, NXB Thong Ke, Ha Noi Nguyen Thi Huong (2004), Quan tri du an va du an co von dau tu nuac 10 ngoai tap 2, NXB Thong Ke, Ha Noi Nguyen Thi Huong (2001), Kinh doanh quoc te tap 1, NXB Lao dong - 11 12 Xa hoi, Ha Noi Nguyen Thi Huong (2003), Kinh doanh qudc te tap 2, NXB Lao dong Xa hoi, Ha Noi Duong Khac Nga (2003), Luan van thac sy kinh te (Bao ve tai truong Dai hoc KTQD), “Mot so bien phap nang cao suc canh tranh cac mat hang thiet bi vien thOng cua tap doan Siemens AG tren thi truang Viet Nam ” 13 Ngang hang TMCP Quan Doi (2011), Bao cao ket qua tham y kien khach hang ve san pham va dich vu cua ngan hang 14 Quy phdng chong Thuong vong Chau A (2010), Bao cao nghien cuu tinh hinh su dung MBH tai thi truang Viet Nam 15 Mai Anh Tien (2007), Luan van Thac sy kinh te (Bao ve tai truong Dai hoc KTQD), “Cdc giai phap nang cao suc canh tranh nhom hang duac - Ill pham nhap khau cua Cdng ty Duac pham Sai Gon 16 Do Thanh Tuan (2004), Luan van Thac sy kinh te (Bao ve tai truong Dai hoc KTQD), “Mot so giai phap nang cao sue canh tranh cua nhom hang thuy san Viet Nam tren thi truang EU” THONG TIN TREN WEBSITE 17 San pham va gia cac loai mu bao hiem ANDES cua Cdng ty TNHH Long 18 Huei Viet Nam tai dia chi: http://andes.com.vn/index.php?addon= addon_products San pham va gia cac loai mu bao hiem OSAKA cua cong ty TNHH San xuat phu tung xe may Due Minh tai dia chi: http://osakar.vn/Main ,asp?ID=176&sL=V 19 20 21 San pham va gia cac loai mu bao hiem PROTEC cua cong ty TNHH Thiet bi va San pham an toan Viet Nam tai dia chi: http://protec.com.vn /web/frame/products_category/san-pham.html San pham va gia cac loai mu bao hiem An Tran cua cong ty TNHH TM SX An Tran tai dia chi: http://antran.com.vn/index.php?cPath=439 &osCsid=70034ddfc6ba4f02031 ceab2dd7754fe San pham va gia cac loai mu bao hiem ANDES cua Cong ty TNHH Long Huei Viet Nam tai dia chi: http://andes.com.vn/index.php? addon=addon_products
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