Xây dựng và phát triển thương hiệu hàng thuỷ sản xuất khẩu của việt nam trên thị trường hoa kỳ

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J W ■rZZZZJ fj ' _ k TRUONG DAI HOC KINH TE QUOC DAN ■ ■ - £0K>H)G8Ga DAI HQC KTQD 77 THONG TIN THU VIEN PHONG LUAN _ AN-TG LIEU > NGUYEN MANH HA XAY DUNG VA PHAT TRIEN THUUNG HIEU HANG THUY SAN XUAT KHAU CUA VIET NAM TREN THI■ TRUONG HDA Ky CHUYfiN NGANH: KINH tE Ddl NGOAI LUAN VAN THAC SY KINH tE • • T^/S W# Ngtfdi hudng dan khoa hoc: TS DANG THU HUONG HA NOI NAM 2013 LOI CAM ON De hoan luan van toi da nhan dirge sir hudng dan rat nhiet tinh cua Tien sy Dang Thu Huang cung vdi nhtrng y kien dong gop quy bau cua cac thay co Vien Thuong Mai va Kinh te Quoc te truang Dai hoc Kinh te Quoc dan Ha Noi Toi cung xin bay td ldng biet an chan va sau sac tdi nguai than, dong nghiep da tao dieu kien cho toi thuc hien luan van Toi xin chan cam an./ Nguyen Manh Ha LCH CAM DOAN Toi xin cam doan day la cong trinh nghien cuu cua rieng toi Cac s6 lieu da neu luan van cd nguon goc rd rang, ket qua cua luan van la trung thuc va chira dirge cong bo bat ky cong trinh nao khac Nguyen Manh Ha MUC LUC • • LCD CAM ON LO1 CAM DOAN MUC LUC DANH MUC CAC CHU VIET TAT DANH MUC BANG, BlEU DO VA HINH TOM TAT LUAN VAN THAC SY LCD MO DAU Chiro-ng 1: NHUNG VAN DE CO BAN VE THUONG HIEU VA TONG QUAN THI TRUONG NHAP KHAU THUY SAN HOA KY 1.1 Ly luan co* ban ve xay dung va phat trien th iron g hieu 1.1.1 Khai niem thuang hieu 1.1.2 Vai trd cua thuang hieu 1.1.3 Noi dung xay dung va phat trien thuang hieu 1.1.4 Nhan to anh huang den xay dung va phat trien thuang hieu 10 1.2 Khai quat ve thi trircmg nhap khau hang thuy san vao Hoa Ky 12 1.2.2 Dae diem thi truang thuy san Hoa Ky 12 1.2.3 Nhung quy dinh, quy che quan ly hang thuy san nhap khau vao Hoa Ky 17 1.3 Kinh nghiem cua mot so nude xuat khau hang thuy san vao Hoa Ky 3O Chirong 2: THUC TRANG XAY DlTNG VA PHAT TRIEN THUONG HIEU HANG THUY SAN XUAT KHAU CUA VIET • NAM TREN THI• TRUONG HOA KY 33 2.1 Chinh sach ho tra xay dung va phat trien thirang hieu hang thuy san xuat khau cua Viet Nam 33 2.2 Tong quan ve tinh hinh xuat khau hang thuy san cua Viet Nam vao Hoa Ky giai doan 2007-2011 38 2.2.1 Kim ngach xuat khau hang thuy san giai doan 2007 -2011 38 2.2.2 Co cau thi truang va cac mat hang thuy san xuat khau 44 2.3 Thue trang xay dung va phat trien thiro’ng hieu hang thuy san xuat khau Viet Nam tai thi truerng Hoa Ky 52 2.3.1 Khai quat thuc trang xay dung va phat trien thuong hieu hang thuy san xuat khau Viet Nam tai thi truong Hoa Ky 522 2.3.2 Thuc trang xay dung va phat trien thuong hieu mot so mat hang thuy san xuat khau chu luc cua Viet nam tai thi truong Hoa Ky 55 2.4 Danh gia chungvethu-ctrangxaydu’ng va phat trien thuooghueu hang thuy sag xuat kUau Viut Nam treg tui troogg Hoa Ky tUoi giag qua 61 2.4.1 Mot so ket qua da dat duqc 61 2.4.2 Mot sO han che chu yeu can khac phuc va nguyen nhan gay 63 CUoo'gg 3: DINH HUONG VA GIAI PHAP XAY DUNG VA PHAT TRIEN THUONG HIEU HANG THUY SAN XUAT KHAU CUA VIET NAM TREN THI TRUONG HOA KY 69 3.1 Dinh hiodng phut trien hUng thuy san xuat khau VieU Nam sang thi troogg Hoa Ky 69 r 3.2 Nhhrng co hhi pa thhnh thhrc doi pai pay hu^cg va phut t rien thuong hieu hngg tuuy sag xuat kuau cua Viut Nam treg tui troogg Hoa Ky 72 3.2.1 Co hoi 72 3.2.2 Thach thuc 75 3.3 Mots o ggiiphupxXydung va phut t den thu■ooghieu pung t t^uus an xxat kuau ViUt Nam trng tui troogg Hoa Ky 77 3.3.1 Dang ki bao ho nhan hieu thuong mai va gidi thieu san pham 77 3.3.2 Co chien luoc xay dung va phat trien thuong hieu cu the rd raing 78 3.3.3 Xay dung bo tieu chuan cua thuong hieu 81 3.3.4 Can co chien luoc lau dai de xay dung thuong hieu tap the 84 3.3.5 Xay dung thuong hieu nganh hang de phat trienben vung 85 3.3.6 Giai phap ve tri va phat trien thuong hieu 86 3.4 Mot poi klin nghu doi vert c^lir^^i phu va ban than chp doanh nggucp xuat kuau ungg tuuy sag 90 3.4.1 Kien nghi doi vdi chinh phu 90 3.4.2 Kien nghi doi vdi doanh nghiep xuat khau thuy san 94 KET LUAN 101 DANH MUC TAI LIEU THAM KHAO 102 DANH MUC CAC CHE VIET TAT Ti£ng Viet TT Cha viet tat T -> AA -> •? Ten day du ATVSTP An toan ve sinh thuc pham NK Nhap khau XK Xuat khau DN Doanh nghiep A Tieng Anh TT Cha viet tat Ten day dU bang tieng Anh Ten day dU bang tieng Viet EU European Union Lien minh chau Au FDA Food and Drug Administration Co quan quan ly Duoc va Thuc pham Hoa Ky rp ZV ZV ZV /\ • Tong san pham quoc not GDP Gross Dosmetic Product HACCP Hazard Analysis and Critical Co quan dieu hanh He thOng kiem soat cac yeu tO anh huong tdi an Control Points toan thuc pham NAFIQAD National Argo Forestry Cuc quan ly chat luong nong lam Fisheries Quality Assurance san va thuy san Department USD United State Dollar VASEP Vietnam Association Seafood Exporters Don vi tien te Hoa Ky of Cuc quan ly chat luong Nong lam and san va Thuy san Producers WTO World Trade Organization TO chuc thuong mai the gidi DANH MUC BANG, BIEU DO VA HINH Bang: Bang 2.1 Ca cau thi truang xuat khau giai doan 2007 - 2011 38 Bang 2.2 Mat hang thuy san chu yeu xuat khau sang Hoa Ky udc tinh den het 201243 Bang 2.3 Gia tri thuy san xuat khau sang thi truang Hoa Ky 2009 - 2012 43 Bang 2.4 Ca cau cac nhom hang xuat khau giai doan 2007 - 2011 45 Bang 2.5 Thi truang xuat khau ca tra nam 2011 49 Bang 2.6 Ca cau thuy san xuat khau cua Viet Nam sang thi truang Hoa Ky giai doan 2007-2011 51 Bieu do: Bieu 2.2: Kim ngach xuat khau hang thuy san Viet Nam giai doan 2007-2011.40 Bieu 2.3: Kim ngach xuat khau hang thuy san Viet Nam sang Hoa Ky giai doan 2007-2011 40 , •> ' r r •> Bieu 2.3: Ca cau cac nhom hang thuy san xuat khau cua Viet Nam nam 2007 46 Bieu 2.4: Ca cau cac nhom hang xuat khau cua Viet Nam nam 2011 46 U TRUONG DAI HOC KINH TE QUOC DAN ■ ■ sosotUcaGa —— nguyIn manh * XAY DUNG VA PHAT TRIEN THUONG HIEU HANG THUY SAN XUAT KHAU CUA VIET NAM TREN THI TRUONG HOA KY CHUYfiN NGANH: KINH rf D6l NGOAI TOM TAT LUAN VAN THAC SY • 11 MH NAM 2013 • i MCf DAU I Tinh cap thiet cua de tai Trong boi canh canh tranh gay gat nhu hien nay, viec tao lap gia tri khac biet >7 r \ r nham khang dinh vi tri tren thuang truang duac xem la van de song cua doanh nghiep Dac biet boi canh hoi nhap kinh te cang sau rong vi van de xay A dung va phat trien thuang hieu cang dugc cong dong doanh nghiep quan tarn Trong boi canh san pham xuat khau luon phai canh tranh khoc liet bdi cac san pham tuang tu cung nhu vap phai cac rao can ve chat luong, ve tieu chuan kiem r r dinh hay cac dao luat bao ho v v neu chung ta khong quan tam den viec xay dung va phat trien thuang hieu cua cac san pham thi ve lau dai, khong chi cac san pham thuy san ma cac san pham khac cung se kho co kha nang canh tranh va se tiem an nguy ca mat thi truang xuat khau Chinh vi vay em da chon de tai luan van thac si: “Xay dung va phat trien thuong hieu hang thuy san xuat khau cua Viet Nam tren thi truang Hoa Ky” nham muc dich xay dung va phat trien thuong hieu hang thuy san xuat khau Viet Nam, tu nang tam gia tri thuang hieu hang thuy san xuat khau cua Viet Nam khong chi tai thi truang Hoa Ky ma cdn d cac nude tren the gidi Dieu se mang lai hieu qua kinh te thiet thuc lmh vuc xuat khau thuy san day thach thuc hien II Muc tieu nghien ciru Luan van tap trung nghien cuu nhimg van de chu yeu sau: - He thong hoa nhung van de ca ban ve thuang hieu - Phan tich va danh gia thuc trang xay dung va phat trien thuang hieu hang thuy san xuat khau Viet Nam tai Hoa Ky Nhung co hoi va thach thuc viec viec xay dung va phat trien thuang hieu hang thuy san Viet Nam tai thi truang Hoa Ky - De xuat mot so giai phap chu yeu nham xay dung va phat trien thuang hieu hang thuy san xuat khau Viet Nam tai thi truang Hoa Ky 88 phan phoi, sieu thi cua Hoa Ky, tung budc xay dung mang ludi phan phoi thuy san Viet Nam Nghien curu viec hinh mot so trung tam xuc tien thuong mai san pham thuy san Viet Nam tai thi trudng Hoa Ky nham quang ba, thong tin chinh xac, day du ve san pham thuy san Viet Nam den thi trudng va ngudi tieu dung; dong thdi cung cap kip thdi cac thong tin ve thi trudng, chinh sach, phap luat cua Hoa Ky cho cac co quan quan ly, co quan nghien cuu va doanh nghiep; ho trg doanh nghiep md dai ly va tien den hinh cac van phong dai dien gidi thieu san pham thuy san xuat khau Viet Nam Xay dung va thuc hien cac chuong trinh xuc tien thuang mai phu hop vdi cac chien luge phat trien thi trudng xuat khau, theo hudng tang cudng su tham gia cua cac hiep hoi va doanh nghiep To chuc sau rong va cd cac hinh thuc phu hgp han nua cac hoat dong quang ba, truyen thong, tiep thi, hudng chu luc, san pham mdi, san pham cd gia tri gia tang cua Viet Nam, den nha cung cap phan phoi ldn, he thong sieu thi va dong dao ngudi tieu dung Hoa Ky Ba la, tap trung dau tu phat trien che bien xuat khau theo chieu sau Chu dau tu nang cap, cai tao cac ca sd che bien thuy san xuat khau de dap ung cac tieu chuan, quy chuan ky thuat quoc gia va dap ung yeu cau cua thi trudng nhap khau ve an toan thuc pham, bao ve mdi trudng Khuyen khich dau tu cdng nghe mdi, ap dung khoa hoc cdng nghe tien tien, uu tien dau tu doi mdi day chuyen, thiet bi che bien hien dai, cdng nghe tien tien, cai tien mau ma, bao bi de doi mdi san pham, da dang hoa san pham che bien xuat khau, ke ca tan dung phu pham de che bien cac loai san pham cho tieu dung va xuat khau Phat trien cac san pham mdi, dac biet la cac san pham cd gia tri gia tang, giam ty hang so che, hang cd gia tri gia tang thap, phu hgp vdi thi hieu tieu dung va nhu cau cua thi truang Hoa Ky Bon la, tang cudng cdng tac kiem tra, giam sat bao dam chat lugng, an toan thuc pham Ap dung he thong tieu chuan, quy chuan ky thuat bat budc doi vdi co sd san xuat kinh doanh, che bien thuy san ve quan ly an toan thuc pham tu san xuat nguyen lieu den ban an; khuyen khich viec ap dung cac quy chuan quoc te cd lien 89 quan Thuong xuyen to chuc trien khai kiem tra, kiem soat viec thuc hien cac quy dinh dam bao an toan thuc pham doi voi cac co so san xuat kinh doanh, che bien xuat khau Xu ly nghiem va thuc hien viec cong bo cac hanh vi vi pham cac quy dinh ve chat luong, an toan thuc pham, canh tranh khong lanh manh, pha gia thi truong , nhat la doi voi cac to chuc, ca nhan kinh doanh che bien, xuat khau hang thuy san, anh huong den uy tin san pham thuy san Viet Nam va lam thiet hai loi ich chung cua cong dong Day manh ap dung cac cong nghe moi, tien tien, than thien voi moi truong vao quy trinh san xuat, che bien; tang muc dau tu xay dung tang ky thuat de giam thieu, xu ly o nhiem moi truong qua trinh san xuat cua nganh thuy san noi chung, che bien thuy san noi rieng Phat huy noi luc xay dung va phat trien thuang hieu cua doanh nghiep: hoat dong xay dung thuong hieu la mot ke hoach dai hoi va khong chi v£n de truyen thong ben ngoai moi co y nghia, viec co duoc su ung ho cung nhu nhiet tinh tham gia cua noi bo doanh nghiep cung dong vai trd het suc quan Nhan vien la dai dien doanh nghiep tiep xuc voi khach hang, vay neu moi vien doanh nghiep deu hieu ro nhung gia tri cot loi va cam ket cua doanh nghiep thi se tao nen hieu qua cong huong doi voi cac no luc xay dung thuong hieu cua toan the doanh nghiep, truyen thong cac thong diep ve thuong hieu noi bo va da cong thu hut toan the nhan vien tham gia xay dung thuong hieu, ban lanh dao can cho doi ngu nhan vien thay duoc muc tieu dua tu phia ban lanh dao va cac phong ban chuyen trach nen day manh hoat dong giao duc tuyen truyen de cac nhan vien co dong luc phan dau cong viec, tu tao duoc suc manh cho toan the doanh nghiep noi chung va tac dong tich cuc toi hoat dong xay dung va phat trien thuong hieu noi rieng cua doanh nghiep Tang cuang ngan sach cho viec hoach dinh chien luac xay dung va phat •> r •> > trien thuang hieu thuy san xuat khau cua doanh nghiep: tai nhieu doanh nghiep co su chenh lech dang ke ve ty le ngan sach chi cho xay dung thuong hieu voi ngan sach marketing, mac du van de phan bo chi phi doanh nghiep phu thuoc vao nhieu yeu to thuoc ve ban than doanh nghiep nen khong co mot chuan chung cho tat 90 ca Tuy vay, khong phai vdi kinh phi han hep thi khong the xay dung thuong hieu va khong phai dau tu that nhieu tien vao cac hoat dong truyen thong quang ba thi chac chan dem lai hieu qua Van de cot yeu la doanh nghiep phai that su hieu ro cac hoat dong cua minh, quan ly tot chi phi va sang tao thi se dat duoc cong vdi chien luoc xay dung thuong hieu Thuong hieu la tai san cua doanh nghiep, vay, dinh gia thuong hieu la mot cong viec het sue quan doi vdi cac doanh nghiep song song vdi qua trinh xay dung thuong hieu, nhien phan ldn cac doanh nghiep xuat khau hang thuy san khong dinh gia duoc thuong hieu cua minh viec dinh gia la mot qua trinh phuc tap va ton kem chi phi, doanh nghiep khong du kha nang de dau tu thuc hien cong viec mot each chuyen nghiep va cd he thdng, ngoai mot so doanh nghiep tu cho rang thuong hieu cua minh la “vo gia” nen khong can phai dinh gia vi rat kho xac dinh gia tri, mat khac mot so doanh nghiep chua thuc su chu den van de nay, can khac phuc han che nhan thuc ve vai trd cua viec xay dung va phat trien thuong hieu doi vdi cac doanh nghiep 3.4 Mot so kien nghi doi voi chinh phu va ban than cac doanh nghiep xuat khau hang thuy san r r 3.4.1 Kien nghi doi vdi chinh phu Chinh phu can quy hoach phat trien nudi thuy san di doi vdi viec bao x ' r r r ve mdi trudng va quan ly dong bo ve chat luong cac khau giong, thuc an, thuoc thu y Day manh ung dung khoa hoc cong nghe hien dai, giam that thoat sau thu hoach tir 10-20%; ho tro cong dong DN thiet lap he thdng kiem soat chudi, dam bao tinh dong bo cua cac tieu chuan, quy pham quan ly chat luong, ATVSTP tat ca cac khau tir san xuat nguyen lieu, thu gom, van chuyen, che bien den XK Nha nudc can cd ke hoach va quy hoach tong the phat trien nganh thuy san va chuong trinh xay dung thuong hieu quoc gia Chinh phu va cong dong DN Viet Nam can chu dong thu hut khach hang mang nguyen lieu tdi de che bien, phan dau tang NK nguyen lieu thuy san len 2,5- 3,0 ty USD/nam vao nam 2020 de tan dung nang luc che bien ldn (tren 2,5 trieu 9-1 tan/nam), dieu kien ATVSTP tot nhat khu vuc, Ben canh do, Viet Nam can tang cuung nhap cac loai thuy san nuoi tu mot so nuoc chua co kha nang canh tranh ve cong nghiep che bien Dong thdi, tang cuong hup tac khai thac, nuoi trong, bao quan nguyen lieu u nuoc ngoai, sau chuyen ve Viet Nam de che bien tai xuat Chinh phu can dau tu nghiem tuc va ho tru cong dong DN day manh hoat dong quang ba thuy san Viet Nam nuuc ngoai thong qua nhieu hinh thuc xuc tien thuong mai, giui thieu day du thong tin ve he thong khai thac, nuoi trong, che bien duuc kiem soat tot bang cac hoat dong tiep thi chuyen nghiep; giam thieu cac thu tuc hanh chinh khong can thiet lam tang chi phi cho san xuat va XK thuy san, tao x r \ x dieu kien moi truung thuan lui nhat cho cong dong DN nham nang cao uy tin, sue canh tranh va gia tri cua thuy san; dam bao he thong tai chinh, tin dung ve cu ban on dinh de ho tru nong ngu dan nang cao hieu qua hoat dong san xuat kinh doanh, dong thui gop phan gia san xuat, on dinh chat luong ATVSTP nguyen lieu thuy san Chinh phu can len ke hoach de tien hanh ky ket mot hiep dinh cap chinh phu vui Hoa Ky de cong nhan lan ket qua xet nghiem cua cu quan co tham quyen doi vui cac san pham thuy san De ho tru cho cac nha san xuat nuoc dam bao an toan thuy san dua vao thi truung Hoa Ky, Chinh phu Viet Nam can co dinh huung va xuc tien dam phan vui FDA Hoa ky nham tranh thu sur tru giup viec bien va ung dung cac tieu chuan an toan thuc pham cua Hoa Ky cho cac doi tuung co lien quan cua Viet Nam Do cac nguon lyc cua Viet Nam hien co nhung han che, sy ho tru truuc tien can tap trung vao viec dao tao cac ky thuat vien giam dinh thuy san Can co cac khoa dao tao ngan han ve che bien thuy san, giam dinh, xuat khau, thu mua va chung nhan chat luung san pham Sy ho tru bao gom ca viec moi FDA cua Hoa Ky va cac chuyen gia ve thuy san tien hanh cac khoa dao tao thuung xuyen tai Viet Nam nhu ho da tien hanh doi vui cac doi tac thuong mai chu yeu xuat khau thuy san vao Hoa Ky Doi vui Chinh phu, dieu can lam thuong xuyen la co ke hoach va ngan sach de tuyen truyen rong rai tai cap cu su, trien khai cac lop tap huan cho ngu dan va 92 cac nha san xuat, khuyen cao ho khong su dung cac chat khang sinh va cac hoa chat doc hai nham tao dung mot moi truong thuy hai san sach Nhung chien dich nhu the nhap khau vao Hoa Ky, xay dung duoc thuang hieu thuy san sach cua Viet Nam Doi vdi Bo Thuy san, co quan quan ly true tiep ve cac linh vuc nuoi trong, danh bat, che bien va tieu thu thuy hai san, can nhanh chong soan thao va ban hanh Quy che truy xuat nguon goc san pham thuy san (traceability) nham quy dinh trach nhiem va quyen han cua cac don vi lien quan tdi hoat dong ma hoa va truy xuat nguon goc san pham thuy san Ddi tugng ap dung bao gom cac co quan quan ly Nha nudc, vung nuoi thuy san, cac co sd san xuat kinh doanh thuy san Quy che truy xuat nguon goc san pham thuy san giup cac co quan cd tham quyen cd kha nang nhan dien mot thuc pham, san sang loai bd san pham thuy san khong an toan thuc pham tu thi trudng va co sd phan phoi de dam bao sue khde ngudi tieu dung va chinh loi ich cua nhung ngudi xuat khau thuy san Day manh cac hoat dong xuc tien tren thi trudng Hoa Ky Trong dieu kien r ■> r y xu the hoi nhap dang phat trien manh me, ma moi san xuat kinh doanh deu hudng ve khach hang, thi trudng trd van de song ddi vdi mdi doanh nghiep Hien cac nha xuat khau thuy san Viet Nam van chua cd nhieu dieu kien de tim kiem, tiep xuc va tham nhap thi trudng Hoa Ky khong lo Vi vay viec lap van phong dai dien thuang mai thuy san Viet Nam tai thi trudng Hoa ky de quan ly va dinh hudng cho hoat dong xuat khau cd mot y nghia vo cung quan trong, tranh tinh trang “ manh lo ” nhu vtra qua Nha nudc can thiet ke mang ludi cac ca quan dai dien ngoai giao tren nudc Hoa Ky, nhat la Tham tan thuang mai phuc vu thiet thuc cho viec md rong quan he kinh te va thi trudng tieu thu san pham , tang cudng trach nhiem cua cac bo phan doi vdi viec cung cap thong tin, ho trg doanh nghiep tim kiem ban hang 93 Cue xuc tien thuong mai chiu trach nhiem dam bao cung cap cho cac nha xuat khau nhung thong tin ve thi truong va dieu kien phap y xam nhap thi truong Hoa Ky Thuong xuyen to chuc cac cuoc hoi thao chuyen de ve thi truong thuy san Hoa ky nham nang cao trinh hieu biet va kinh nghiem cua nha xuat khau Viet Nam tiep can thi truong Truoc mat, can phai hoan tot cac nhiem vu sau: - Dam bao cung cap cho cac doanh nghiep nuoc nhung ket qua phan tich co chat luong ve dieu kien phap ly va he thong thi truong cua Hoa Ky - Ghep noi cac doanh nghiep tiem nang giua hai nuoc - Tro giup ky thuat, nghiep vu cu the cho cac thuong vu nhu tiep xuc, dam phan, ky ket hop dong, thue tau, xin giay phep Phat huy han nua vai trd cua hiep hoi thuy san Viet Nam Hiep hoi thuy san Viet Nam voi tu cach la mot to chuc dai dien cho cac doanh nghiep nganh, can phai tang cuong hoat dong gop phan tung buoc khac phuc nhung yeu kem hien cua nganh thuy san Viet Nam , nen co gang tao lap thi truong noi bo lanh manh, tao dieu kien cho cac doanh nghiep cung phat trien , cung lien ket hop tac doi voi cac doanh nghiep nuoc ngoai, ho tro lan kinh doanh, de tao nen mot suc manh tong hop, tranh tinh trang manh lo, tranh gianh thi phan lan Hiep hoi phai the hien tieng noi chung cua cac doanh nghiep, phan anh voi Nha nuoc tien trinh hoat dong, nguyen vong, nhung kien nghi va chinh sach can thiet de tang kha nang xuat khau vao thi truong Hoa Ky Mat khac, Hiep hoi can tich cuc cung cac to chuc kinh te va khu vuc tham gia cac hoat dong co lien quan den nganh thuy san de trao doi thong tin, tao tieng noi rieng va nhung anh hudng cua minh tren thi truong quoc te Dong thoi hoc tap kinh nghiem cua cac nuoc co nganh thuy san phat trien, han che duoc cac tranh chap co the xay tren thi truong Hoa Ky, dam bao mot thi truong tieu thu rong lon hon Chinh phu cung can dam phan md cua thi truong; dua cac chinh sach va bien phap ho tro doanh nghiep phat trien san xuat, md cua thi truong va nang cao kha nang canh tranh; can xay dung, quang ba hinh anh quoc gia; ho tro doanh nghiep xuc tien thuong mai 94 r r Ft 3.4.2 Kien nghi ddi vo'i doanh nghiep xuat khau thuy san 7 F F To chuc he thong thong tin phan anh kip thai su thay doi nhu cau, thi hieu cua nguai tieu dung Hoa Ky: “biet ngudi biet ta, tram tran tram thang” Ngudi Hoa Ky da hoc va ap dung rat nghiem tuc muu ke nay, mot phuong cham co gia tri cho tat ca moi nha kinh doanh muon chiem linh thi trudng Hoa Ky la quoc gia phat trien nhat the gidi ve cong nghe thong tin, co nhung tap doan xuyen quoc gia Do do, tham gia vao thi trudng Hoa Ky, cac doanh nghiep Viet Nam se phai lam viec vdi cac doi tac co the hieu ro ve minh nhd thong tin bang nhieu nguon khac Trong do, viec nam bat thong tin chua day du ve thi trudng Hoa Ky van dang la trd ngai ldn cho cac doanh nghiep Viet Nam Trudc xuat quan budc chan vao thi trudng Hoa Ky thi dieu cot yeu phai tim hieu va nam ro cac phong tuc, r r ' tap quan, luat phap, co che to chuc kinh doanh cua mot hop chung quoc gom hon 50 tieu bang ldn nho rieng biet Mot so cau hoi can duoc tra ldi mot cach chinh xac trudc budc chan vao thi trudng Hoa Ky, la: vi chat luong la yeu to hang dau tren thi trudng Hoa Ky? Doi tac nhap khau nao, cong ty, sieu thi, bach hoa nao la khach hang tiem nang? Nhu cau thi trudng Hoa Ky ve mat hang nhu the nao? Dau la nhu cau thuc su va dau la nhu cau gia tao? Va nhu cau doanh nghiep co dap ung duoc hay khong? anh hudng cua luat phap Hoa Ky nhu the nao den nhung gi ma doanh nghiep se lam tien hanh xuat khau sang thi trudng Hoa Ky? Tinh hinh cac doi thu canh tranh va tiem an nhu the nao? Chinh vi vay, de co the xay dung duoc mang ludi thong tin nay, cac doanh nghiep Viet Nam bao gom ca doanh nghiep che bien va doanh nghiep xuat khau can co su lien ket, ho tro, khai thac thong tin cua cac cong ty ban le tren thi trudng Hoa Ky, nhanh chong tiep can vdi phuong thuc thuong mai dien tu (Ecommerce) thong qua viec dua vao su dung he thong cong nghe thong tin, dac biet la Internet, de giup cac nha kinh doanh thu thap, du bao thong tin ve thi trudng nhanh chong va co chinh xac cao Thong qua nhung hoat dong ho tro cua chinh phu va cua cac trung tam tu van, cac doanh nghiep can chu dong nam bat thong tin cung nhu cung cap, phan hoi nhung thong tin cua doanh nghiep cung nhu nhung bat cap de cung thao go 95 Tang cudng lien doanh, lien ket vdi muc tieu tang sue canh tranh tren thi trudng Hoa Ky: cac doanh nghiep Viet Nam noi chung la rat nhd be ve qui mo san r r r r xuat, von kinh doanh, kinh nghiem kinh doanh quoc te do, thi truong Hoa Ky lai rat rong ldn , phuc tap, tinh canh tranh cao vdi nhieu loai cong ty tu nhd den rat ldn , mdi lap hay da ton tai gan 100 nam Mdi trudng canh tranh khac nghiet , yeu cau chat luong hang hoa cao , don dat hang ldn , ddi hoi giao hang dung han mot khoang thdi gian eo hep tat ca nhung dieu se tac dong den hieu qua kinh doanh cua cac doanh nghiep Viet Nam Chinh vi vay, cac doanh nghiep Viet Nam can phai tang cudng phoi hop , cong tac vdi de cd the dap trng cac ddi hoi cua thi trudng nham tri, cung cd va phat trien thi phan cua mdi doanh nghiep noi rieng va toan the cac doanh nghiep Viet Nam noi chung tren thi trudng Hoa Ky , tao nen sue manh tong hop Ben canh do, cac doanh nghiep cung nen tien hanh lien doanh lien ket vdi cac doi tac nudc ngoai tu hinh nen mot bo phan cac doanh nghiep lien doanh cd von dau tu nudc ngoai vdi nhung the manh ve cong nghe va von dau tu, cho phep cac doanh nghiep da dang hoa san pham cung nhu viec ap dung cac cong nghe hien dai viec san xuat va xuat khau nham dap ung nhu cau da dang ve san pham thuy san tren thi trudng Hoa Ky Mot kinh nghiem cho thay rang, mdi doanh nghiep chi co the tao dung mot hinh anh rieng cho minh thi chua du, bdi vi neu cac doanh nghiep khong lien ket vdi thi cac doi thu canh tranh tu nudc ngoai se tap trung tay chay hang hoa cua doanh nghiep khoi thi trudng Vi vay, cac doanh nghiep Viet Nam can lien ket vdi nhau, mot mat nham tang cudng hop luc, mat khac de gay an tuong, thu hut su quan tam cua khach hang Hoa Ky Phat trien mang ludi phan phoi tren dia ban Hoa Ky Thuc trang hoat dong xuc tien xuat khau hien d cac doanh nghiep Viet Nam cho thay hau het cac thieu thong tin thuong mai va tinh bao kinh doanh, thieu nguon nhan luc cd ky nang va kien thuc thuong mai, thieu nguon luc tai chinh va vat chat, thieu mang ludi ban 96 hang va cac quan he Hau het cac doanh nghiep Viet Nam deu khong co chien luoc Marketing xuat khau hoac neu co thi nhung chien luoc cung khong thuc hien duoc day du va chua co hieu qua cao Vi vay, thai gian tdi, cac doanh nghiep phai xay dung cho minh mot ke hoach Marketing hoan chinh va theo mot vong trdn khep kin tu nghien cuu thi trudng, xay dung cac chien luge Marketing bao gom san •> r r r pham, gia ca, xuc tien thuong mai va phan phoi, quang cao den khau danh gia, rut kinh nghiem de nang cao hieu qua Mot thuc te la hon 100 doanh nghiep co kha nang xuat khau true tiep hang thuy san sang thi trudng Hoa Ky thi so lugng cac doanh nghiep co van phong d Hoa Ky rat it Chinh vi vay, de day manh kha nang tham nhap vao thi trudng Hoa Ky, nhat la hien hiep dinh thuong mai Viet - Hoa Ky da co hieu luc, cac doanh nghiep can phai co mot dai ly dang ki kinh doanh d tieu bang nai co cua khau nhap hang Co nhu vay mdi bao dam hang hoa cua chung ta nhap khau vao Hoa Ky dugc thdng quan nhanh, do ma dap ung dugc ve yeu cau giao nhan hang dung thdi han vdi cac doi tac Hoa Ky FA a a Mot van de quan trgng nua, la ve lau dai cac doanh nghiep Viet Nam can md rong mang ludi tieu thu san pham thuy san tai thi trudng Hoa Ky de tao the dung vung chac cho thuy san Viet Nam, nham chong choi vdi nhung muu meo canh tranh phuc tap va tinh vi cua cac dai gia nudc ngoai De co the md rong mang ludi tieu thu d Hoa Ky, ta co the tan dung luc lugng Viet kieu tai Hoa Ky Hien nay, so lugng ba song va lam viec d Hoa Ky kha dong dao Vdi trinh khoa hgc cao dugc tiep xuc vdi nen khoa hgc hien dai cong vdi su am hieu ve luat phap Hoa Ky thi day se la mot nguon luc dang ke cho cac doanh nghiep Viet Nam chu y thu hut va tan dung viec hgp tac kinh doanh hoac su dung lam mdi gidi, trung gian vdi cac doi tac Hoa Ky Dong thdi, vdi so lugng tren trieu ngudi, luc lugng Viet kieu cung chinh la mot thi truong tieu thu tieu thu dang ke hang hoa Viet Nam xuat khau sang thi trudng Hoa Ky va qua do, gian tiep quang ba hang thuy san Viet Nam Nhu vay, luc lugng Viet kieu d Hoa Ky dang va se trd nhung doi tac quan trgng cua doanh nghiep Viet Nam - nhung ngudi muon xuat khau hang thuy 97 san Viet Nam sang Hoa Ky giai doan dau mdi xam nhap thi trudng Do do, de phat huy vai trd cua luc luong nay, cac doanh nghiep can chu dong tim kiem, hop tac dong thdi phai cd ddi sach phu hop de uu dai keu goi va tao dieu kien cho ho hup tac, kinh doanh, quay ve dong gop phuc vu que huong Ben canh do, cac doanh nghiep Viet Nam cung can phai xay dung mdi quan r r he vdi cac nha phan phoi d Hoa Ky vi day la thi trudng cd phan cap ban buon, ban r r r r r le rd rang Do nam chac duoc mang ludi phan phoi hang va cd mdi quan he tdt vdi nha phan phoi se la uu the quan Dieu cd hieu qua khong kem so vdi viec lap van phong dai dien tai Hoa Ky vi neu lam an tdt thi chinh ban hang, nha phan phoi Hoa Ky se la nhung chan ret tdt nhat cho cac doanh nghiep cua ta tham nhap thi trudng rong ldn To chuc nghien cuu va nam vung nhicng he thong luat phap hien hanh cua Hoa Ky De tham nhap cdng thi trudng Hoa Ky, cac doanh nghiep khong nhung phai nam vung nhu cau thi trudng, thi hieu cua ngudi tieu dung va dam bao san pham cd sue canh tranh ve moi mat ma dieu quan khong kem la phai thong thao he thong luat phap Hoa ky, nam vung duoc he thong xuat nhap khau va he thong bao ho san xuat nudc cua Hoa Ky Sd di nhu vay la vi he thong luat phap cua Hoa Ky vo cung rac roi, phuc tap va chat che Mdi bang cd mot he thong luat phap rieng dat he thong luat phap cua lien bang, khong the tien ap dung qui dinh cua bang d bang khac Ben canh dd, Hoa Ky lai cd nhung qui dinh ve bao ho san xuat nudc het sue khat khe va rac roi Vi nhung nguyen nhan ma nhung can phap luat Hoa Ky lien quan den hoat dong xuat nhap khau cua minh nhu nhung thu tuc r 7 r a hai quan, bieu thue quan nhap khau, luat trach nhiem san pham, luat chong pha gia, van de bao ho sd huu tri tue, van de ghi xuat xu hang hoa hay lap hoa don thuong mai Tat ca deu cd nhung qui dinh rieng rat nghiem ngat va budc phai tuan thu chat che Quyen sd huu tri tue la mot yeu to quan trong qua trinh hoi nhap kinh te quoc te va la cdng cu dac luc phuc vu cho su phat trien cua cac doanh nghiep Tai san tri tue cua doanh nghiep cd vi tri khong nho cac hoat dong san xuat kinh 98 doanh cung nhu xay dung va phat trien thuang hieu cua doanh nghiep Theo danh gia cua Cue Sa huu tri tue, he thong van ban phap luat ve quyen so huu tri tue hien da ca ban day du Tuy nhien, viec thuc thi cac quyen chua dat dugc hieu qua nhu mong muon nhieu nguyen nhan khach quan va chu quan nhu: su thd a cua cac doanh nghiep, su yeu kern khau quan ly va nhan thuc ve gia tri cua van de so huu tri tue, chua co su phoi hap va kiem soat chat che giua cac co quan chuc nang truong hop phat hien vi pham Doanh nghiep co the tiep can voi nhieu nguon thong tin khac de cap nhat cac qui dinh luat phap cua Hoa Ky chi phoi cac hoat dong xuat nhap khau cua minh Chang han nhu thong qua cac doi tac Hoa Ky: yeu cau ho cung cap cac qui dinh ve dong goi, ve qui each pham chat voi cac san pham Ngoai ra, doanh nghiep cung co the tim hieu thong qua cac to chuc nhu Bo Thuy san, Bo Thuang mai, Phong thuang mai va cong nghiep Viet Nam (VCCI), Hiep hoi che bien va xuat khau thuy san Viet Nam (VASEP), cac nha moi giai hai quan Hoa Ky, ca quan thuang vu Hoa Ky tai Viet Nam Cac doanh nghiep thuy san neu da co quan he lam an lau dai va on dinh tren thi truong Hoa Ky, thi doanh nghiep nen dat van phong dai dien d Hoa Ky de cap nhap thong tin ve nhung bien doi, dieu chinh qui dinh hai quan, bieu thue, han ngach, che uu dai, cac mat hang cam va mien thue Tuy nhien, lap mot van phong dai dien nhu vay thi doanh nghiep phai het sue chu tdi van de “luat trach nhiem san pham” Bdi vi theo qui dinh cua Hoa Ky thi mot nha san xuat hay xuat khau nudc ngoai chi phai hau toa neu cd “moi lien he tdi thieu” nao ddi vdi tieu bang nai vu kien bi khdi to Neu mot cong ty nudc ngoai khong cd mdi lien he day du vdi tieu bang thi toa an tieu bang khong cd quyen bat ho hau toa ve cac vu kien lien quan tdi trach nhiem san pham Chinh vi vay, theo kinh nghiem cua mot sd nha xuat khau vao Hoa Ky thi tot nhat la doanh nghiep su dung luat su va cac dich vu ve tu van phap luat Viec su dung cac dich vu tu van ve phap luat lai cang cd y nghia vdi cac doanh nghiep thuy san Viet Nam bdi vi chung ta mdi tham nhap vao thi trudng Hoa Ky Cac van 99 phong tu van se dua cho nhung ldi khuyen , nhung hudng dan bo l'ch giup ta can nhac va quyet dinh dung dan, khong nhung tranh duoc nhung rui ro ve phap luat ma co the loi dung duoc nhung uu dai luat phap Hoa Ky •> r r t a f To chuc va sap xep bo phan chuyen biet de xay dung, quan ly va phat trien thuong hieu cua doanh nghiep, chu dao tao va tuyen dung nhan su co chat luong cao de dam bao hoat dong xay dung va phat trien thuong hieu duoc hieu qua Tdm lai, de tham nhap vao duoc thi trudng day tiem nang nhung cung lam thach thuc nay, ca Nha nudc va ban than cac doanh nghiep Viet can phai nd luc va cd nhung giai phap chien luge phu hgp vdi dac thu thi trudng Quan trgng hon ca, tham gia dam phan thuong mai, phat trien thi trudng, can biet "tranh thu cung lgi l'ch Hien tai, Cue Xuc tien Thuong mai nhan dinh: Hang Viet vao Hoa Ky dang gap rao can ldn d cho hang Viet tham nhap thi trudng cac doi thu khac da cd cho dung vung chac tai Khong de de thuyet phuc cac nha nhap khau Hoa Ky dang nhap hang tu cac ban hang quen thuoc cua ho d nudc khac chuyen sang mua hang Viet Do do, neu muon ho mua hang Viet, thi hang Viet phai re hon, hoac tot hon hoac doc dao hon hoac cd each hap dan cac nha nhap khau Hoa Ky hon cac doi thu khac dang lam Con ban than cac doanh nghiep Viet can nghien cuu, xac dinh kha nang de khong ngung cai tien san pham, dac biet la can tham gia vao cac chudi cung ung hang hoa Song song vdi do, cac doanh nghiep Viet nen xin nhugng quyen thuong hieu de ket hgp quang ba thuong hieu cua minh Nhugng quyen thuong hieu khong phai la mot khai niem mdi doi vdi cac doanh nghiep nudc ngoai, nhung van xa la doi vdi cac doanh nghiep Viet Nam Viec nhugng quyen hien thuong chi dien theo hudng cac doanh nghiep Viet Nam mua nhugng quyen tu cac doanh nghiep nudc ngoai, rat it doanh nghiep nudc cd thuong hieu manh de thuc hien viec nay, nhien, thdi diem hien tai doi vdi thuong hieu xuat khau hang thuy san chua cd trudng hgp nao dien hinh doi vdi cac mat hang tdm, ca tra, ca ngu , van de nhugng quyen chi phat sinh doi vdi thuong hieu thuy san khac nhu nudc mam Phu Quoc, ca com song Cuu Long v v, Mam tdm cha, mam cong 100 lot Go Cong (Tien Giang), mam tom Hue, mam ca thu Phan Thiet (Binh Thuan), mam ca com Nam O (Da Nang) Day cung la nhung san pham truyen thong noi tieng, duoc nhieu ngudi tieu dung va ngoai nudc biet den vdi huong vi dam da, dac trung; mam tom cha Go Cong da tung la san pham duoc “tien vua” nhung den thuong hieu van chua duoc quan tam xay dung, quang ba va phat trien thuong hieu, xu the tuong lai thuong hieu da cd cho dung nhat dinh tren thi trudng the gidi noi chung va thi trudng Hoa Ky noi rieng thi giai phap nhuong quyen thuong hieu chac chan se duoc quan tam va thuc thi mot nhieu Lien ket xay dung thuang hieu tap the va xay dung thuang hieu doc lap: Xay dung thuong hieu tap the la bai toan kho cua nganh thuy san Viet Nam Tu nhieu nam nay, y dinh xay dung thuong hieu tap the cho nganh hang thuy san xuat khau cua Viet Nam duoc hinh thanh, nhung cho den nay, md hinh cd sue cuon hut nhat dinh van chua dugc tim Nguyen nhan dan den tinh trang cd nhieu, nhung nguyen nhan co ban nhat la cac doanh nghiep chua that su hieu ve su can thiet phai xay dung thuong hieu tap the va mot ty le khong nhd doanh nghiep muon tan dung tdi da co hoi hien cd tdi uu hoa lgi nhuat ma chua nghi can phai tao dung dugc lgi the canh tranh ben vung nhd hinh anh thuong hieu, do van den lien ket va xay dung thuang hieu cung la mot nhung giai phap tot chien luge xay dung va phat trien thuang hieu hang thuy san xuat khau cua Viet Nam noi chung va tren thi trudng Hoa Ky noi rieng Mot nhung giai phap rat quan trgng de tang cudng xuc tien thuang mai vdi Hoa Ky, ben canh viec lam catalogue song ngu, doanh nghiep Viet can xay dung cac website vi quoc gia dang phat trien nhanh thuang mai dien tu Ngoai ra, cac doanh nghiep Viet can dac biet luu y den van hoa kinh doanh cua ngudi Hoa Ky, la: thuc dung, noi thang, khong vong vo; muon dat ket qua nhanh; thdi gian la tien bac; it chu y tdi nghi le; tang qua khong quan trgng va hg dac biet chu y tdi luat chong tham nhung d nudc ngoai 101 KET LUAN Xay dung va phat trien thuong hieu hang thuy san xuat khau tren thi trudng Hoa Ky luon la thach thuc cung nhu ca hoi doi vdi doanh nghiep xuat khau thuy san cua Viet Nam Thi trudng thuy san Hoa Ky la mot nhung thi trudng nhap •> r r \ khau thuy san ldn nhat the gidi, khong nhung la thi trudng cd nhu cau ldn ma rat da dang phong phu Viet Nam coi thi truang la mot thi trudng mang y nghia chien luge cho xuat khau thuy san, cd tam quan ldn ddi vdi su phat trien cua thuy san Viet Nam giai doan hien Tuy nhien vdi tinh chat phuc tap cua thi trudng Hoa Ky va su yeu kem, md nhat cua thuong hieu hang thuy san xuat khau cua Viet Nam hien ddi hdi phai cd chien luge xay dung va phat trien thuong hieu bai ban ya cu the thi mdi cd the xam nhap thi trudng Hoa Ky cdng va cung cd dugc vi the cua thuong hieu hang thuy san xuat khau cua Viet Nam Qua trinh xay dung va phat trien thuong hieu hang thuy san xuat khau cua Viet Nam hien gap khong it nhung kho khan thu thach bao gom ca yeu to khach quan va yeu to chu quan, kem theo nhung ton tai hien huu khong the giai quyet tuc thdi thdi gian ngan Vi vay , de nang cao nang luc canh tranh, xay dung va phat trien thuong hieu cua cac san pham thuy san tren thi trudng Hoa Ky, ngoai su cd gang nd luc cua ban than doanh nghiep che bien va xuat khau thuy san can phai hgc hdi kinh nghiem xay dung va phat trien hang thuy san xuat khau tren thi trudng Hoa Ky cua cac nudc lien quan, dong thdi cd dugc su uy cd su ho trg, tao dieu kien cua nganh thuy san va cua chinh phu Viet Nam ddi vdi cac doanh nghiep xuat khau hang thuy san Viet Nam tren thi trudng Hoa Ky Nam vung dugc xu the phat trien, xac dinh dugc nhu a r ? r cau cua thi trudng va luong trudc nhung kho khan han che de cd doi sach thich hgp, chac chan chung ta se nang cao dugc thi phan thuy san xuat khau tren thi thuong Hoa Ky va xay dung dugc thuong hieu rieng cho thuy san Viet Nam cang ldn manh tren thi trudng Hoa Ky day kho khan thu thach nhung cung day ca hoi tiem an ddi vdi cac doanh nghiep xuat khau hang thuy san cua Viet Nam 102 DANH MUC TAI LIEU THAM KHAO • • Bo NN&PTNT (2010), Chien luac phat trien thuy san Viet Nam den nam 2010 Bo NN&PTNT (2009), Chuang trinh hanh dong quoc gia ve phat trien ben vung nganh thuy san dieu kien Viet Nam gia nhap WTO giai doan 2010-2012 Bo thuy san, Bao cao cua Hiep hoi che bien va xuat khau thuy san Viet Nam tu 2007-2011 r \ r Chu Van Cap (2003), Nang cao sue canh tranh cua nen kinh te nuac ta qua trinh hoi nhap kinh te quoc te, NXB chinh tri quoc gia Dang Dinh Dao va Hoang Due Than - Giao trinh Kinh te thuang mai - NXB Thong ke Hoang Thi Chinh (2010), Phat trien thuy san Viet Nam - Nhung luan cu va thuc tien Nguyen Van Cuong (2009), Viet Nam vai tien trinh hoi nhap kinh te Quoc te NXB Thdng Ke Tran Nam Tien (2009), Quan he Viet Nam va Hoa Ky, NXB thong tin va truyen thong, Ha Noi Vo Thanh Thu (2010), Chien lucre xam nhap thi truang Hoa Ky, NXB chinh tri quoc gia 10 Tong cue thuy san, Vien kinh te quy hoach thuy san (2012), Quy hoach tong the r > phat trien nganh thuy san Viet Nam den nam 2020, tdm nhin 2030 11 Tim hieu thi truang Hoa Ky - Phong thuong mai va cong nghiep Viet Nam (VCCI) 12 Pham Xanh (2009), Gop phan tim hieu quan he Viet Nam - Hoa Ky, NXB Chinh tri quoc gia 13 Tong cue thong ke Viet Nam 14 Hiep hoi che bien va xuat khau hang thuy san Viet Nam 15 Tap chi thuong mai thuy san 16 Cac nguon tu lieu tong hop tir cac bac dien tu, internet va cac trang thong tin chinh thuc cua cac bo nganh lien quan