Đầu tư phát triển thương hiệu petrolimex của tổng công ty xăng dầu việt nam

MUC LUC • • Trang DANH MUC BANG BIEU DANH MUC CHU VIET TAT TOM TAT LUAN VAN PHAN MO DAU CHUONG 1- MOT SO VAN DE LY LUAN VE DAU TU PHAT TRIEN THUONG HIEU TRONG CO CHE THI TRUONG 1.1 Thuong hieu va su can thiet dau tn phat trien thuong hieu 1.1.1 Khai niem thuong hieu 1.1.2 Cac yeu to cau thuong hieu 1.1.3 Phan loai thuong hieu 1.1.4 Vai tro va su can thiet dau tu phat trien thuong hieu 10 1.4.1 Doi voi nguoi tieu dung 11 1.1.4.2 Doi voi doanh nghiep 12 1.2 Dau tu va dau tu phat trien thuong hieu 14 1.2.1 Khai niem ve dau tu va dau tu phat trien 14 1.2.2 Dau tu xay dung va phat trien thuong hieu 15 1.2.3 Noi dung dau tu phat trien thuong hieu 18 12.3.1 Dau tu xay dung cac to de nhan dien thuong hieu 18 1.2.3.2 Dau tu vao cac nhan to tao nen hinh anh cua doanh nghiep 24 1.2.3.4 Dau tu quang ba hinh anh thuong hieu 40 1.3 Cac nhan to anh huong den qua trinh dau tu phat trien thuong hieu 47 1.3.1 Nhan to tu ben doanh nghiep 47 1.3.2 Nhan to tu ben ngoai doanh nghiep 49 1.3.2.1 Su canh tranh tat yeu tren thi trubng 49 1.3.2.2 Anh huong den tu cac chinh sach cua Nha nude 52 CHVONG -TH VC TRANG DAU TlT PHAT TRIEN TH VONG HIEU 54 PETROLIMEX TAI TONG CONG TY XANG DAU VIET NAM 2.1 Tong quan ve Tong cong ty xang dau Viet Nam 54 2.1.1 Qua trinh hinh va phat trien Tong cong ty xang dau Viet Nam 54 2.1.2 Mot so dac diem co ban cua Tong cong ty xang dau Viet Nam 2.1.2.1 Quy mo, chuc nang nhiem vu va to chuc bo may 2.1.2.2 Co che, mo hinh kinh doanh 57 57 61 2.1.2.3 Dac diem ve san pham kinh doanh 62 2.1.2.4 Dac diem ve he thdng phan phoi 63 2.1.2.5 Mot so chi tieu tong hop ve ket qua kinh doanh va tai chinh 65 2.2 Thue trang cong tac dau tu phat trien thuong hieu petrolimex tai 66 Tong cong ty xang dau viet nam 2.2.1 Tinh hinh dau tu va dau tu phat trien thuong hieu PETROLIMEX 66 2.2.2 Noi dung dau tu phat trien thuong hieu PETROLIMEX 69 2.2.2.I Dau xay dung cac yeu to nhan biet thuong hieu 69 2.2.2.2 Dau tu xay dung cac yeu to tao hinh anh doanh nghiep 73 2.2.2.3 Dau tu quang ba thuong hieu Petrolimex 79 2.3 Danh gia ket qua va hieu qua dau tu phat trien thuong hieu tai 84 Tong cong ty xang dau Viet Nam 2.3.1 Nhung ket qua dat duoc 84 2.3.2 Danh gia hieu qua dau tu phat trien thuong hieu cua Tong cong 87 ty xang dau Viet Nam 2.3.2.1 Nhan biet thuong hieu PETROLIMEX thong qua logo 87 2.3.2.2 Su quan tam den thuong hieu PETROLIMEX mua hang 88 2.3.2.3 Cam nhan cua khach hang ve thuong hieu PETROLIMEX 90 2.3.3 Nhung han che cong tac dau tu phat trien thuong hieu cua 91 Tong cong ty xang dau Viet Nam CHtfONG 3-MOT SO GIAI PHAP HOAN THIEN CONG TAC DAU 96 TV phAt TRIEN THVONG HIEU PETROLIMEX TAI TONG CONG TY XANG dAU VIET NAM 3.1 Xu the dau tu phat trien thuong hieu cua cac doanh nghiep Viet r r r 96 r Nam boi canh hoi nhap kinh te quoc te 3.1.1 Lo trinh hoi nhap cua nen kinh te Viet Nam 96 3.1.2 Xu hudng dau tu phat trien thuong hieu cua cac doanh nghiep 98 Viet Nam thuc te hien 3.1.3 Kinh nghiem dau tu phat trien thuong hieu mot so doanh nghiep Viet Nam va quoc te 100 3.1.3.1 Kinh nghiem tu Cong ty TNHH Trung Nguyen 100 3.1.3.2 Kinh nghiem tu Cong ty Kodak 102 3.2 Chien luoc dau tu phat trien thuong hieu PETROLIMEX cua 106 Tong cong ty xang dau Viet Nam tinh hinh moi 3.2.1 Chien luoc dau tu phat trien thuong hieu Petrolimex dudi goc 107 tai cau true lai Tong cong ty xang dau Viet Nam 3.2.2 Dau tu phat trien thuong hieu Petrolimex sir thay doi cua 109 co che quan ly cua Nha nude va thi trudng 3.2.3 Danh gia nhung diem manh-diem yeu-co hoi-thach thuccua Tong 111 cong ty xang dau Viet Nam chien luoc dau tu phat trien thuong hieu PETROLIMEX 3.2.3.1 Phan tich diem manh, diem yeu cua Tong cong ty xang dau 112 Viet Nam (S-W) 3.2.3.2 Phan tich nhung co hoi, thach thuc cua Tong cong ty xang dau 115 Viet Nam (O-W) 3.3 Mot so giai phap nham hoan thien cong tac dau tu phat trien thuong 120 hieu PETROLIMEX tai Tong cong ty xang dau Viet Nam 3.3.1 Nhdm giai phat xuat phat tu noi tai Tong cong ty xang dau Viet 120 Nam 3.3.1.1 Nhdm giai phap chung 120 3.3.1.2 Tang cuong dau tu nang cao chat lupng va sir khac biet cua hang hoa 122 3.3.1.3 Hoan thien he thong nhan dien thuong hieu Petrolimex thong 124 qua mang ludi phan phoi ban le 3.3.1.4 Day manh cong tac dau tu quang ba hinh anh thuong hieu 129 Petrolimex tren cac phuong tien truyen thong 3.3.1.5 Tang cudng dau tu bao ve thuong hieu Petrolimex 134 3.2 Kien nghi vdi Nha nude 135 3.2.1 Tao moi trudng thuan lpi doi vdi cong tac dau tu xay dung va 135 phat trien thuong hieu cho cac doanh nghiep Viet Nam 3.2.2 Ho trp doi vdi cong tac dau tu xay dung va phat trien thuong 137 hieu cho cac doanh nghiep Viet Nam KET LUAN TAI LIEU THAM KHAO PHU LUC 139 DANH MUC BANG BIEU, SO DO Trang Noi dung Ten goi HINH 2.1 So to chuc cua TCTXDVN 59 HINH 2.2 So kenh phan phoi cua TCTXDVN 64 BANG 2.1 Tinh hinh kinh doanh va nguon luc tai chinh 65 HINH 2.3 Gia tri dau tu cua TCTXDVN qua cac nam 67 HINH 2.4 Ty dau tu thuong hieu cua TCTXDVN (2001 -2005) 68 HINH 2.5 Gia tri dau tu thuong hieu cua TCTXDVN qua cac nam 68 HINH 2.6 Logo thuong hieu cua TCTXDVN 70 BANG 2.2 Gia tri dau tu' cho chat luong xang dau cua TCTXDVN 77 BANG 2.3 Gia tri dau tu cho cac dau hieu nhan biet thuong hieu 79 thong qua cac kenh ban hang cua TCTXDVN BANG 2.4 Gia tri dau tu quang ba thuong hieu TCTXDVN ' • ' - HINH 2.7 Ty le cac cay xang thuoc he thong phan phoi cua 83 85 TCTXDVN va cac doanh nghiep khac ? HINH 2.8 Tong san luong xuat ban 86 HINH 2.9 Thi phan cua TCTXDVN va cac doanh nghiep khac 86 kinh doanh xang dau(2005) HINH 2.10 Ty le nhan biet thuong hieu petrolimex thong qua logo 88 HINH 2.11 Ty le lua chon thuong hieu petrolimex mua hang 89 HINH 2.12 Cam nhan cua khach hang ve petrolimex la lon, 90 manh, chuyen nghiep, nang dong, uy tin y y r BANG 3.1 Du bao nhu cau tieu thu xang dau den 2015 110 BANG 3.1 Ma tran SWOT 119 DANH MUC CHU* CAI VIET TAT TT Chu viet tat Chu’ viet day du AFTA Khu vuc thuong mai tu ASEAN APEC Dien dan hop tac kinh te chau A-Thai Binh Duong ASEAN Hiep hoi cac nudc Dong Nam a DNNN Doanh nghiep Nha nude GATT Hiep dinh chung ve thue quan va thuong mai HNKTQT Hoi nhap kinh te quoc te TCTXDVN Tong cong ty xang dau Viet Nam TNHH Trach nhiem huu han WTO To chuc thuong mai the gidi 10 XHCN Xa hoi chu nghia 129 khach hang tieu dung truc tiep, cong tac dau tu phai nhan manh vao mot so diem nhu: ■ - Thong qua trudng Cao dang dao tao cong nhan ky thuat xang dau cua Tong cong ty md nhung ldp trang bi kien thuc van hanh cac thiet bi ky thuat cung nhu quy trinh quan ly loai hang hoa dac biet la xang dau cho nhan vien ban hang cua dai ly, tong dai ly Dong thdi cung thong qua hinh thuc dau tu cho dao tao, chuan hoa ky nang ban hang, thai phuc vu lich su, van minh theo phong r r cach cua Petrolimex cho he thong phan phoi - Dau tu, ho tro thay the cac cot bom xang dau thuoc the he cu nham phat huy tinh nang uu viet d viec de thao tac ban hang, so luong xang dau duoc tinh chinh xac, on dinh thdi gian dai va hinh dang hien dai tao cam giac bai ban, chuyen nghiep nhat quan gan vdi thuong hieu Petrolimex - Nhung vat dung bat buoc cua mot cua hang xang dau la cac dung cu chua chay, chung thudng de d nhung vi tri de thay, de lay Day cung la co hoi de Tong cong ty tao dung hinh anh cua minh thong qua viec ho tro trang bi cac r thiet bi cho cac dai ly, tong dai ly Viec dau tu khong ldn song no the hien viec quan tam, chia se trach nhiem cong tac phong chay, chua chay vdi ban hang, dong thdi cung cho thay su tan tam no luc bao dam an toan cho khach hang 3.3.I.4 Day manh cong tac dan tu’ quang ba hinh anh thuong hieu Petrolimex tren cac phuong tien truyen thong Dau tu cho cong tac quang ba thuong hieu la mot nhung noi dung quan cua qua trinh tao dung, tri va phat trien thuong hieu Trong nhung nam qua, cong tac tai Tong cong ty duoc danh gia la chua co su quan tam dau tu day du, dung muc theo dung tam quan von co cua no ca ve lieu luong cung nhu su phoi hop cac phuong thuc dau tu ca ngan han lan dai 130 \ A han Vi vay tap chung tang cuong dau tu cho cac hoat dong truyen thong la giai phap hang dau de co the truyen tai cac thong tin thuong hieu nhanh nhat, chiem linh su chu y cua khach hang sum nhat nham quang ba cho thuong hieu cua Tong cong ty r ' r J? A Thii’ nhat: Dau tu‘ cho cac hoat dong truyen thong tinh r •> Voi mot chien luoc thuong hieu duoc vach dai han, Tong cong ty r A X co the to chuc dau tu tat ca cac tai lieu truyen thong tinh cua minh mot each he •> r r r r thong, theo nhung nhom chuyen tai thong tin gan ket voi mot cac thong nhat va logic Hoat dong dau tu truyen thong tinh luon bao gom: r x r x r r - Thiet ke dau tu cac dung van phong nhu giay viet thu, phong bi, r r x r x r r cong van, danh thiep, cap tai lieu thong nhat ve bo cue, hai hoa ve mau sac, ty le cac to hop hinh logo va ten cua doanh nghiep Dong thoi trien khai ap dung cho tat ca cac cong ty xang dau vien - Trong khuon vien van phong Tong cong ty va cac cong ty, cong tac dau _ r r bat logo cua thuong hieu, cho den cot co treo co gan logo cua Tong cong ty va hop den dien tu tac dong vao thi giac cua khach hang vao thoi gian ban dem Viec dau tu vao trang phuc cua cac nhan vien van phong, bien ten nhan vien la x x r r dieu het sue can thiet, no tao mot khong lam viec chuyen nghiep, net van hoa rieng co gop phan khang dinh ban sac thuong hieu Petrolimex - Tren cac phuong tien giao thong nhu xe cho xang dau phai soat va ke / r ve lai mau sac dac trung xanh nuoc bien va da cam tren than xe mot each sac r r r x net, Logo chu P each dieu dupe bo tri thong nhat tren dau xe va sau cua xe giup cho su quan sat, nhan biet de dang dau hieu nhan dien thuong hieu xe di chuyen tren dudng 131 Qua trinh dau tu cho thuong hieu Petrolimex thong qua cac loai van phong pham va bieu mau, to gioi thieu san pham, dong phuc, xe tai van chuyen hang, bien hieu danh cho cac dai ly nhu da neu tren, neu dupe thiet ke can than theo mot phuong thuc phoi hop va dong bo, chung se khong chi the hien ro r r net ban sac thuong hieu ma cho phep doanh nghiep tiet kiem dupe mot khoan chi phi kha lon Hon nua no tao dupe mot each nhin, an tuong dam net tam tri nguoi tieu dung ve thuong hieu cua Tong cong ty A A Thir hai: Dau tw cho cac hoat dong truyen thong dong Song hanh voi cac hoat dong truyen thong tinh, phai tien hanh dau tu cho loai truyen thong truyen thong dong Su phoi hop dong bo cac hoat dong se mang lai mot ket qua dang ke viec quang ba thuong hieu Petrolimex Cong A A A tac tang cuong dau tu cho hoat dong truyen thong dong bao gom: r a - Dau tu he thong tai lieu gioi thieu san pham chung cho cac khach hang lon va tai lieu tai cac diem ban le Day la cong tac Tong cong ty chua chu y dau tu mot each bai ban Thuc te cho thay cac mat hang xang dau cung cap cho thi truong cua Tong cong ty la khong nhieu, song tieu chuan ky thuat, nhung danh A A r A gia ve cam quan su dung cac loai xang dau ve mau sac, hieu ung cua dong co, o A A A su phu hop cua cac loai xang dau vdi tung loai may moc thiet bi, nham phat huy r r a a het cong suat su dung, chua dupe truyen tai cu the den ngudi tieu dung Vi vay thong qua cac tai lieu nay, tang cuong su hieu biet cua khach hang ve xang dau, cung la each de khach hang co su phan biet, so sanh vdi san pham cua cac doanh A A A nghiep khac, nham khang dinh chat lupng san pham ma Tong cong ty cung cap - De khang dinh vi the cua Petrolimex la mot thuong hieu manh, ngoai cac bien hieu tai cac diem ban tren dia ban rong ldn, can phai dau tu tap A A A dau tu nhung tam Pano quang cao ldn, noi bat tren nhung khu vuc cd nhieu cac A A A doanh nhan xuat hien nhu dudng san bay, ben cang, cac true 16 huyet mach cua nen kinh te, cho du phai dau tu mot khoan chi phi kha ldn 132 - Website la mot hinh thuc quang cao, gioi thieu, cung cap cac tien ich ho r r z tro khach hang rat hieu qua boi canh cong nghe thong tin dang co mot tien bo vuot bac nhu hien Tuy nhien hien trang Web cua Tong cong ty cdn kha ngheo nan, noi so sai, thieu tinh cap nhat, tinh thoi su, giao dien da trd r r nen lac hau duoc thiet ke tu hon 10 nam khong co su ton tao, khong co bo x r r phan quan ly cham soc Mot giai phap phai thuc hien la dau tu, thiet ke lai noi dung cua trang Web theo mot bo cuc chat che, giao dien than thien voi su truy cap cua khach hang voi phuong cham cung cap nhung thong tin can thiet quang ba ve doanh nghiep va cac tien ich phuc vu khach hang truc tuyen nhu giai dap, tu van lua chon va su dung san pham xang dau mot cach huu ich nhat - Day manh dau tu quang ba hinh anh Tong cong ty tren cac phuong tien thong tin dai chung nhu truyen hinh, radio, bao giay-dien tu, cac tap chi thuong mai Day la mot phuong thuc quang cao gay tac dong manh cho khach hang tren mot pham vi rat rong ve hinh anh cua Tong cong ty Hinh thuc rat linh dong, nhat la truyen hinh, no danh thuc duoc nhieu giac quan thu cam cua khach hang, truyen tai duoc nhieu noi dung he thong cac dau hieu nhan dien thuong hieu Tuy nhien, de co duoc ket qua nhu mong muon, can phai co mot doi ngu chuyen nghiep thuc hien va quan tri cong tac - Chon loc noi dung, tieu chi cua cac hoi cho thuong mai, dau tu kinh phi de tham gia gioi thieu san pham, quang ba hinh anh thuong hieu thong qua cach trang tri, doi ngu nhan vien hieu biet ve san pham va thuong hieu chuyen nghiep Thu ba: Dau tw cho cac hoat dong quan he cong chung Quan he cong chung la hoat dong co tinh chat thong tin hai chieu giua chu the la Tong cong ty va cac nhom khach hang ma Tong cong ty dang huong toi Dau tu vao hinh thuc chi phi thuong khong cao, song tinh chat khach quan cua cac thong tin mang lai nen de duoc chap nhan, tao co hoi rat tot de tao dung an tuong, su tin tudng cua nguoi tieu dung doi voi thuong hieu cua Tong 133 cong ty Dau tu cho cac hoat dong quan he cong chung Tong cong ty can tap chung vao cac noi dung sau: y y / - Dau tu quan he bao chi va cac chuong trinh truyen thong nhu viet cac bai bao, lam cac phong su tren truyen hinh, truyen thanh, to chuc cac cuoc phong van, tu van tieu dung cho khach hang Tai cac thoi diem nhay cam lien quan den hoat dong kinh doanh thu hut su chu y cua cong chung can to chuc hop r y y r bao de chuyen tai cac thong tin can thiet ve noi dung, ban chat cua su kien, vi Petrolimex ty nhu ky niem tron nam lap, khai truong, dong tho cac cong trinh kho cang lon, le tiep nhan cac tau vien duong, khanh cac cong ty vien, lap cac chi nhanh Day chinh la cac dip tot de khach hang hieu dung vung chac cua thuong hieu - Dau tu cho cac hoat dong tai tro cong dong Day la cong tac Tong cong ty da lam tuong doi tot, song hoat dong thuong gan theo phong trao chung nhu ung ho dong bao bi thien tai, Quy nan nhan nhiem chat doc mau da cam, quy khuyen hoc De lam noi bat hinh anh thuong hieu, Tong cong ty can tang r y cuong dau tu cho cac hoat dong ma minh dung tai tro doc lap va gan vdi san pham xang dau Mot mat la su chia se trach nhiem vdi cong dong, mat khac la ' each the hien van hoa cua doanh nghiep giao tiep vdi xa hoi y •> _ - Mot each dau tu khon ngoan de quang ba thuong hieu cua Tong cong ty la dau tu cho cac hoat dong phi thuong mai true tiep vdi khach hang Cu the nhu to chuc hoi nghi khach hang phan theo tung tap khach: ban buon, dai ly, tong 134 r r dai ly, ngudi tieu dung true tiep Day la co r _ hoi rat tot de khach hang va Tong cong ty co su trao doi thong tin mot cach truc tiep, khach quan, tren co so co su dieu r r chinh hanh vi kinh doanh, tao su gan bo mat thiet vdi khach hang Mat \ \ r r khac, co the dau tu cac chuong trinh huyen luyen ve su dung va van hanh thiet bi ban xang dau, cung cap cac thong tin co ban cua nhom san pham mdi nhu Mogas r \ r 97;98 chuan bi co mat tren thi trudng, hay lay y kien danh gia cua khach hang ve san pham; phong cach phuc vu; tien ich dupc cung cap cua Tong cong ty Dau tu cho nhom cac hoat dong chi phi thudng thap, song hieu qua tac dong rat dam net den tam ly khach hang ve hinh anh thuong hieu Petrolimex nang dong, chuyen nghiep X 3.3.I.5 Tang cu’dng dau tir bao ve thu'o’ng hieu Petrolimex Dau tu xay dung va phat trien thuong hieu phai luon di lien vdi cong tac dau tu bao ve thuong hieu Doi vdi Tong cong ty, cong tac can tap chung vao cac noi dung chinh nhu sau: - Dau tu dang ky nhan hieu hang hoa tai cac thi trudng nudc ngoai, noi Tong cong ty dang co quan he giao dich kinh doanh va nhung thi trudng _ r x tuong lai gan, theo chien lupc kinh doanh Tong cong ty dang hudng tdi Day la van de cap thiet phai co su dau tu thdi gian trudc mat, vi cho den Tong cong ty chua lam thu tuc dang ky nhan hieu hang hoa tai bat ky thi trudng ngoai nudc nao, da ky hpp dong nhap khau tu Singapore, Thai lan, \ r Koet, tai xuat xang dau di cac nudc o khu vuc Dong nam a nhu: Laos, Campuchia, Trung Quoc - Trien khai ky ket cac hpp dong li-xang giua Tong cong ty va cac cong ty vien, bao gom ca cac cong ty da dupc co phan hoa Tong cong ty nam X / X quyen chi phoi Dau tu cho cong tac se la co so de cac cong ty co du tu cach r r phap ly viec khieu nai, kien nghi co quan quan ly nha nudc xay cac r r x x tranh chap lien quan den quyen su dung nhan hieu hang hoa Dong thdi day 135 cung la bien phap tang cuong y thuc trach nhiem giu gin va bao ve thuong hieu tai cac cong ty vien hoat dong kinh doanh cua minh • - Thuong xuyen cap nhat cac thong tin phap luat co lien quan den thuong hieu thong qua cac hinh thuc tham du cac buoi hoi thao, toa dam, cac khoa huan luyen ve luat so huu tri tue, ban quyen su dung nhan hieu hang hoa, cac co \ quan chuc nang Nha nuoc to chuc, hoac thue cac chuyen gia ve linh vuc tu van, dao tao cho chuyen vien phu trach quan tri van de tai Tong cong ty y r - Dau tu xay dung va trien khai ke hoach soat tinh trang vi pham ban quyen tren pham vi ca nuoc hay tung dia phuong, tren co so phoi hop chat che voi tra Bo khoa hoc cong nghe va moi truong, Cuc quan ly thi truong, So y thuong mai cac dia phuong, nham danh gia tinh trang vi pham va xu ly kip thoi r y y cac tranh chap ve ban quyen su dung nhan hieu hang hoa cua Tong cong ty Cac dong thai se nang cao nhan thuc noi bo Tong cong ty, tao mot du luan tich cuc xa hoi ve nhan hieu hang hoa cua thuong hieu Petrolimex, dong thoi cung la hinh thuc quang cao, nang cao uy tin thuong hieu 3.3.2 Kien nghi voi Nha niufrc 3.2.1 Tao moi truong thuan loi doi voi cong tac dau tu* xay dung va phat trien throng hieu cho cac doanh nghiep Viet Nam y r r y Dau tu xay dung va phat trien thuong hieu la mot van de kha moi me doi voi cac doanh nghiep Viet nam noi chung va voi Tong cong ty noi rieng De co the xay dung cong thuong hieu Petrolimex, can phai co nhung giai phap manh me va huu hieu tao lap mot moi truong thuan loi co tinh dinh huong chien luoc cho cong tac dau tu xay dung thuong hieu tu phia Nha nuoc Mot moi truong thong thoang cho dau tu xay dung va phat trien thuong z y hieu phai xuat phat tu viec tao mot moi truong canh tranh binh dang nen kinh te thi truong Nha nuoc phai han che su can thiep qua sau vao qua trinh san 136 xuat kinh doanh cua cac doanh nghiep Doi voi Tong cong ty, phai tung budc r r \ xoa bo co che bao cap ve gia, tao su chu dong linh vuc kinh doanh xang dau Nha nudc chi can thiep va dieu tiet thong qua cac chinh sach thue Nha nudc can phai tao mot hanh lang phap ly ve tai chinh rong md hon, tren co sd coi nhung chi phi dau tu cho thuong hieu la mot khoan dau tu cho tai san vo hinh, duoc phep theo doi va tinh trich khau hao nhu nhung tai san huu hinh khac Qua ndi rong han muc dau tu, tao nguon luc du manh de tri suc canh tranh vdi cac doanh nghiep nudc ngoai Viet Nam chinh thuc nhap WTO He thong phap luat ve sd huu tri tue co lien quan den viec bao ho nhan hieu hang hoa phai duoc hoan thien va bo xung cho phu hop vdi tinh hinh thuc te, theo hudng de thuc thi va kiem soat Cac che tai su phat vi pham ban quyen su dung nhan hieu hang hoa phai du manh, nghiem khac de bao ve huu hieu cho doanh nghiep co tranh chap xay Nha nudc can co cac dong thai quyet liet xu ly triet de hang gia, hang nhai vi pham ban quyen nhan hieu da duoc dang ky Dong thdi vdi viec doc lap to chuc cac cuoc tra tren quy mo ldn, cac co quan chuc nang cua Nha nudc co the phoi hop vdi doanh nghiep de soat, danh gia va su ly pham vi r mot so loai nhan hieu hang hoa cua doanh nghiep Hien tai, co nhieu co quan cung tham gia viec thuc thi bao ho thuong hieu nhu Cuc SHTT, Quan ly thi trudng, Cong an Kinh te, Thanh tra khoa hoc cong nghe, Bo doi bien phdng, Hai quan, Toa an Tuy nhien, khong co co quan nao chiu trach nhiem chinh ve van de Cac tham phan thudng thieu kien thuc chuyen mon ve SHTT, vi vay xet xu, phai phu thuoc vao y kien cua nhieu co quan khac trudc dua phan quyet Dieu lam cho quy trinh xu ly vi pham cua toa an keo dai va khong hieu qua, khong nhung gay ton kem ve thdi gian va tien bac cho doanh nghiep ma tao co hoi cho tham nhung Do can 137 phai kien toan lai bo may thuc thi bao ho thuong hieu, nang cao nang luc xu ly r y r y cac van de tranh chap ban quyen nhan hieu hang hoa cho cac co quan co chuc nang r r y \ Nha nudc can tham gia day du vao cac hiep hoi quoc te ve bao ve quyen so huu tri tue, co bao ho nhan hieu hang hoa, de viec dang ky cung nhu bao ve nhan hieu cua cac doanh nghiep tro nen de dang hon co hoi phat trien kinh doanh o cac thi trudng quoc te dang mo rong tuong lai 3.2.2 Ho tro doi vdi cong tac dau tir xay dung va phat trien thuong hieu cho cac doanh nghiep Viet Nam Mot nhung dieu ma cac doanh nghiep hien dang thieu, la thong tin ve luat phap cac nudc tai thi trudng nudc ngoai De doanh nghiep co duoc cai nhin day du, ro rang hon ve van de dau tu dang ky thuong hieu o nudc ngoai, rut ngan thdi gian nghien cuu, Nha nudc can ho tro doanh nghiep ve quy trinh, thu tuc va phuong phap quan tri thuong hieu tai cac thi trudng Ho tro cac doanh nghiep viec cap nhat kien thuc, dao tao nguon nhan luc xay dung va quan tri thuong hieu theo hudng chuyen nghiep Cung cap cac van ban quy pham phap luat mdi, co he thong ve bao ho nhan hieu hang hoa Hudng dan, tu van cac ky nang cong tac quang ba thuong hieu Tao moi trudng truyen thong linh hoat, phat dong va to chuc cac cuoc van dong xay dung, quang ba, bao ve thuong hieu cong dong cac doanh nghiep Tren co so muc tieu chien luoc cua nen kinh te, soat va chon loc nhung thuong hieu manh o cac nganh hang chu dao, de ton vinh cac dip le hoi, ky niem, gian tiep quang ba hinh anh cua cac doanh nghiep To chuc thudng xuyen cac cuoc hoi cho, trien lam hang Viet Nam chat luong cao, lap mot trang Web cua Chinh phu de ho tro doanh nghiep quang ba thuong hieu Danh nhung thdi luong nhat dinh tren kenh truyen hinh de 138 r r \ r \ bien kien thuc va tu1 van tieu dung nham tuyen truyen thoi quen mua hang cd nhan hieu hang hoa va xuat xu cua ngudi dan, dong thdi tao dieu kien de doanh Z A az nghiep tiep xuc va truyen tai thong tin nhieu hon den vdi khach hang z z z Xay dung thuong hieu quoc gia du sue dung vung tren thi trudng quoc te, z z tren co so tap hop cua nhung thuong hieu manh ket hop vdi mot ban sac dan toe duoc hun due qua be day lich su Mdi mot thuong hieu san pham deu co nguon goc tu mot quoc gia va mdi mot quoc gia cd san xuat va so htru nhieu hieu san pham Do do, cung giong nhu thuong hieu, ddi vdi thuong hieu quoc gia, luon co hai dong gia tri luan chuyen, la quoc gia dem den uy tin cho san pham va san pham mang lai uy tin cho quoc gia Day la mot nhan to het sue quan de tao dung, quang ba va khang dinh hinh anh thuong hieu cho mdi doanh nghiep tren thi trudng nude va quoc te Z A Tom lai, noi dung tren day la mot so giai phap hoan thien cong tac dau tu phat trien thuong hieu Petrolimex tai Tong cong ty xang dau Viet Nam Phai khang dinh rang xay dung dupe mot thuong hieu, tri va phat trien no la ca A A Z Z mot nd luc ben bi cua nhieu the he doanh nghiep Ddi vdi Tong cong ty xang dau Viet Nam, phai xay dung cho dupe mot tam nhin chien luoc thuong Z AZ hieu dua tren chu tin ve chat luong hang hoa va dich vu vuot troi, mot he thong nhan dien thuong hieu sac net, noi bat thong qua cac kenh phan phoi rong khap ca nude va mot chien luoc linh dong, thong minh quang ba hinh anh thuong hieu qua cac phuong tien truyen thong, duoi su dieu hanh thong nhat cua Tong A o ' z A cong ty xang dau Viet Nam, dat tren nen tang nhan thuc sau sac ve vai tro va gia tri cua thuong hieu Petrolimex tu Hoi dong quan tri, Ban tong giam doc va tat ca cac can bo cong nhan vien dung duoi la cd Petrolimex 139 KET LUAN o r r \ Dat nudc ta dang qua trinh doi moi nhanh chong, tu nen kinh te tap trung quan lieu bao cap da dupe thay the bang mot nen kinh te hang hoa nhieu r a phan, van hanh theo co che thi truong co str quan ly cua Nha nudc theo dinh hudng Xa hoi chu nghia Cac doanh nghiep Viet Nam cd Tong cong ty phai nd lure vupt bac de co cho dung thi trudng cd su canh tranh r x r r quyet liet Van de song la phai tri va phat trien dupe thuong hieu, vi vay viec dau tu de phat trien no phai dupe danh gia dung muc, phai cd chien luoc dung dan va nhat quan Do chinh la chia khoa de Tong cong ty xang dau Viet Nam di tdi cong, giu vung va phat huy dupe vai trd chu dao cua minh boi canh hoi nhap kinh te quoc te cang sau rong, chuan bi day du r \ r hanh trang de hoa nhap vao nen kinh te the gidi Viet Nam da chinh thuc la vien cua to chuc thuong mai the gidi WTO Ky vong xay dung Tong cong ty mot hang xang dau quoc gia manh tuong lai la hien thuc xay A dung va phat trien thuong hieu Petrolimex manh, nang dong va ben vung De hoan luan van nay, tdi xin chan cam on cac Thay Cd giao va cac ban hoc vien trudng Dai hoc Kinh te Quoc dan da giup va tao dieu kien thuan loi de tdi hoan nhiem vu sau ba nam hoc tap va nghien cuu tai Dai hoc Kinh te Quoc dan; Xin cam on su quan tam giup cua cac Thay giao-TS PHAM VAN HUNG-Ngudi da true tiep hudng dan tdi hoan luan van Tdi cung xin tran cam on cac dong chi can bo lanh dao va cac chuyen vien dang cong tac tai Tong cong ty Xang dau Viet Nam da ho tro cho tdi rat nhieu r r viec cung cap thong tin cua don vi lam co sd thuc te hoan luan van cao hoc Xin dupe cam on cac Thay giao, cd giao va cac ban be da quan tam doc luan r van va mong nhan dupe y kien dong gop chan de ban luan van khong chi A ~ cd y nghia ve mat ly luan ma cd y nghia cao hoat dong thuc tien -MO TAI LIEU THAM KHAO Tieng Viet: Dang Cong san Viet Nam (2001), “Van kien Dai hoi Dang cong san Viet nam lan thu IX', NXB Chinh tri quoc gia, Ha Noi Luat cua Quoc hoi nudc Cong hda Xa hoi Chu nghia Viet Nam so 14/2003/QH11 26/11/2003 ve doanh nghiep Nha nudc Luat xay dung, so 16/2003/QH11 26 thang 11 nam 2003 PGS.TS Nguyen Bach Nguyet, TS Tir Quang Phuong (2004), "Giao trinh kinh te dau tu", NXB Thong ke, Ha Noi Nguyen Quoc Thinh, Nguyen Thanh Trung (2005), Thuong hieu vdi nha quan ly, Nha xuat ban Van hda thong tin, Ha noi Tran Suu (2005), "Nang luc canh tranh cua doanh nghiep \ \ r dieu kien toan cau hda", Nha xuat ban lao dong, Ha Noi Tong cue thong ke (2005), Nien giam thong ke 2004, Nha xuat ban Thong ke, Ha Noi Nguyen Tien Trien (1996), “Cac gidi phap nang cao sue canh tranh cua doanh nghiep xay dung nha nudc d Viet Nam", Luan an PTS., Dai hoc Kinh te Quoc dan, Ha Noi Trudng Dai hoc Kinh te Quoc dan (2001), “Giao trinh phan tich hoat dong kinh doanh", NXB Thong ke, Ha Noi 10 Trudng dai hoc Kinh te quoc dan (2005), “Giao trinh Quan tri thuong hieu hang hoa-Ly thuyet va thuc tien”, nha xuat ban Thong ke, Ha noi 11 PGS.TS Tran Van Tung (2004), “Canh tranh kinh te”, NXB the gidi, Ha Noi 12 Vien Nghien cun quan ly kinh te Trung va chtrcmg trinh phat trien cua Lien hop quoc (2003), “Nang cao nang lye canh tranh quoc gia”, NXB Giao thong van tai, Ha Noi 13 Vien nghien cun va dao tao quan ly (2004), “Tao dung va quan tri thuong hieu-Danh tieng lqi nhuan”, Nha xuat ban Lao dong xa hoi, Ha noi 14 http://www.thuonghieuviet.com.vn 15 http://www.mot.gov.vn 16 http://www.vneconomy.com.vn 17 http://www.unicom.com.vn 18 http://www.vcci.com.vn 19 http://www.vietrade.gov.vn 20 http://www.dddn.com.vn 21 http://www.lantabrand.com; 22 http://www.massogroup.com 23 http://www.dddn.com.vn; Tieng Anh: 24 M.E Porter (1985), "The Competitive of Nations", The Free Press, New York 25 http://www.accountability.org.uk/uploadstore 26 http://www.kodak.com PHU LUC BANG TONG HOP PHIEU DIEU TRA Dan vi tinh: Ty le % STT NOI DUNG CAU HOI TONG HOP KET QUA THEO NHOM KHACH Khach mua buon Khach TDLy, Dai ly Khach mua le truc tiep Petrovietnam 29 Petrolimex 91 100 46 Saigon Petro 0 Doanh nghiep khac 1 Khong biet 25 Khi mua hang ban lua chon dau tien den thu’omg hieu: Petrolimex 67 27 Petrolimex & thuong hieu khac 22 95 12 Khong quan tam 11 61 So luong & chat luong dam bao 62 75 He thong phan phoi tien loi 0 22 Kha nang cung cap 27 91 Gia ca hop ly 0 ly khac 11 3 Ldn, chuyen nghiep, nang dong 55 54 53 Coi uy tin, loi hua 22 20 Than thien, tin tuong, manh me Nang ne, bao thu, doc quyen 15 21 37 Ban cho rang LsU la Logo cua: Mua hang cua Petrolimex vi: Ban cam nhan Petrolimex la: *7 A Tong hop dieu tra cua tac gia: - Quy mo: 600 mau - Doi tuong dieu tra: Khach hang mua buon phuc vu cho nhu cau san xuat (200 mau); Khach hang la cac dai ly, tong dai ly xang dau (200 mau); Khach hang mua le phuc vu nhu cau tieu dung (200 mau) - Thdi gian dieu tra: Tu 01/07/2006 den 30/09/2006 - Tong so phieu phat ra: 600 phieu - Tong so phieu thu ve: 600 phieu