Marketing bất động sản đối với các dự án thuộc khu đô thị hùng thắng, thành phố hạ long

LV.ThS 10722 NGUYfiN THANH DONG MARKETING CAC D V’ AN THUQC KHU HUNG THANG, THANH PH6 HA LONG ■""—as Lt AN vAn th ac s! kinh doanh vA quAn ly TRU’OTNG DAI HOC KINH TE QUOC DAN DAI HOC K.T.Q.n NGUYEN THANH DL NOl'IIONC TIN TIIU’VIEN PHONG LIAN AN • TC LIEU MARKETING BAT DONG SAN DOI VO'I CAC DC • • AN THUOCKHU DO THI HUNG THANG, TP.HA LONG CHUYEN NGANH: KINH TE VA QUAN LY DIA CHINH LUAN VAN THAC SI KINH DOANH VA QUAN LY NGU’OI HUONG DAN KHOA HOC:TS PHAM LAN HUONG Ha Noi, nam 2015 LOl CAM DOAN r r r Toi xin cam doan luan van thac si kinh te “Marketing bat dong san ddi vdi cac du an thuoc Khu thi Hung Thang, Tp Ha Long” la cong trinh nghien cuu cua rieng toi dudi su hudng dan truc tiep cua TS Pham Lan Huong cung vdi su chi bao cua mot so thay co giao Khoa Bat dong san va Kinh te Tai Nguyen, Truong Dai ’’ hoc Kinh te Quoc Dan Toi xin cam doan rang so lieu va ket luan nghien cuu luan van la trung thuc, khong trung lap vdi de tai khac Moi so lieu dupc su dung da dupc trich dan day du danh muc tai lieu tham khao TAC GIA LUAN VAN Nguyen Thanh Dung A V LOI CAM ON Toi xin chan cam on Quy thay co truong Dai hoc Kinh te Quoc dan da tan tam giang day, truyen dat nhung kien thuc quy bau cho toi suot thoi gian toi hoc tap tai truong Dac biet, toi xin chan cam on TS Pham Lan Huong da tan tinh chi bao, huong dan toi hoan luan van Toi xin chan cam on cac anh, chi dong nghiep dang cong tac tai Cong ty Co Phan Dau tu Phat trien Syrena Viet Nam da het long ho tro, cung cap so lieu va dong gop y kien quy bau giup toi hoan luan van TAC GIA LUAN VAN Nguyen Thanh Dung YEU CAU CUA HQI DONG CHAM LUAN VAN THAC SI A e \ Ye nhung diem can sua chua, bo sung truoc nop luan van chinh thuc cho VDTSDH Chu tick Hoi dong (Ky va ghi ro ho ten) Cam ket cua hoc vien7 UtiL c/itci (?C.! CM /.tffa tfti &Q' Hoc vien - Hoc vien c6 trach nhiem chinh sua theo yeu cau cua Hoi dOng chdm luan van, n£u hoc vien khong chinh sua se khong duoc cong nhan ket qua bao ve va cap bang thac si - Hoc vien phai dong ban yeu cau chinh sua vao trang cu6i luan van chinh thuc nop cho vien DT SDH 58_22Q_Q CONG HOA XA HOI CHU NGHIA VIET NAM Doc lap - Tu - Hanh phuc BAN NHAN XET LUAN VAN THAC SY KINH DOANH VA QUAN LY _ * _ De tai: Marketing bat dong san doi vdi cac du an thuoc khu thi Hung Thang Ha Long Chuyen nganh: Kinh te va Quan ly dia chinh Hoc vien: Nguyen Thanh Dung Ngudi nhan xet: PGS TS Nguyen The Phan Ban luan van thac sy '“Marketing bat dong san doi vdi cac du an thuoc khu thi Hung Thbng - phO Ha Long” cua hoc vien Nguyen Thanh Dung co dai 119 trang (bao gOm ca ldi noi ddu va k£t luan) Khong ke phu luc va danh muc tai lieu tham khao luan van duoc ket cdu chuong Sau doc ky toan van ban luan van toi co nhung nhan xet sau: Tinh cap thiet cua de tai Trong thoi ky bung no cua thi truong bat dong san, cac nha dau tu da danh mot luong von ldn cho phat trien cac khu thi nham cung cap nhung bat dong san phu hop vdi nhu cau cua thi Tuy nhien, su doi o at cua nhieu du an khu thi da dan den tinh trang canh tranh kha gay gat giua cac chu dau tu ve cac du an khu thi Khong it du an khu thi gap kha nhieu kho khan khau tieu thu bat dong san Co nhieu nguyen nhan ddn den vdn de do, nhung hoat dong marketing bat dong san cua cac chu dau tu cua cac khu thi da boc lo nhieu han che cung la mot nhung ly dan den dieu ' Khu thi Hung Thang - Ha Long la khu thi ldn vdi dien tich 248 ha, trai dai tren 3,8km dudng bd bien Vinh Ha Long (thang canh la di san thien nhien the gidi) Cong ty co phan Dau tu Phat trien Syrena Viet Nam la chu dau tu Khu thi duoc chia khu vuc, bao gom du an bat dong san, co nhieu uu the ve vi tri, ve kien truc, canh quan moi trudng Tuy nhien, boi canh dien bien phuc tap cua thi trudng bat dong san Viet Nam noi chung, thi trudng bat dong san Quang Ninh noi rieng, de co hieu qua cao horn, chu dau tu se phai thuc su quan tam den hoat dong marketing bat dong san cua cac du an Chinh vi vay, viec tac gia lua chon ““Marketing bat dong san doi vdi cac du an thuoc khu thi Hung Thang - Ha Long” lam de tai luan van thac sy kinh doanh va quan ly ' la co y nghia ca ve ly luan lan thuc tien Danh gia noi dung nghien cuu luan van 2.1 Chuong ccr cd ly luan Luan van da he thong hoa co sd ly luan ve marketing bat dong san Nhung uu diem cua phan la da trinh bay va phan tich theo mot logic khoa hoc, tao khung ly thuyet cho nghien cuu hoat dong marketing bat dong san Cu the: - Da trinh bay duoc khai niem, dac diem, vai tro va chuc nang cua markting bat dong san; - Da di sau phan tich cac noi dung co ban cua marketing bat dong san: Phan doan thi truong, xac dinh vi the canh tranh, lua chon thi truong muc tieu, marketing hon hop va kiem tra, ki£m soat hoat dong marketing - Da phan tich cac y£u th anh huong den marketing bat dong san Tuy nhien, xin neu mot so diem Can trao doi va goi y: - Noi dung cua chuong chn phu hop voi ten de tai Ten de tai luan van la marketing bat dong san dOi voi cac du an thuoc khu thi, do phai nhat quan tu dau chi cuoi day, chO thi marketing bat dong san (Ten chuong, muc 1.1; muc 1.3), cho thi marketing du an bat dong san (muc 1.2) - NSu co them phan nghien cuu thi truong va phan tich khach hang thi se day du hon Dae diem cua marketing bat dong san chua ro 2.2 Chuong tUiuo trang marketing bat dngg san doi voi cac du an thuoc khu thi Hung TUang - Ha Long Chuong gom muc: 2.1 Thuc trang va 2.2 Danh gia chung Tac gia da tap trung nghien cuu thuc trang cac van de sau: Phan doan thi truong; Xac dinh vi the canh tranh; Lua chon thi truong muc tieu; Ap dung marketing hon hop Thanh cong cua chuong la: - Tac gia da dua cac ket qua dieu tra lam can cu de danh gia hoat dong marketing - Cac noi dung phan tich deu duoc chia theo cac giai doan cua tung du an khu thi va co so lieu thuc te de minh chung, vay co suc thuyet phuc Tuy nhien, can trao doi them: - Nen tach chuong muc lon: 2.1 Khai quat Du an khu thi Hung Thang va cac du an thuoc khu thi Hung Thang 2.2 Thuc trang marketing bat dong san doi voi cac du an thuoc khu thi Hung Thang 2.3 Danh gia chung ve marketing - Mot so anh, bang bieu ve du an co the chuyen phan phu luc de giam khoi luong trang cua luan van - Co mot so ten bang, so khong phu hop Thi du: bang 2.4 Dinh gia cho san pham (trang 83) - Day khong phai la dinh gia ma chi la bang gia thoi Trong marketing khong co hoat dong dinh gia ma chi co quyet dinh tao lap loai bat dong san co muc gia phu hop voi thi truong va da co san pham thi dua vao hoat dong dinh gia de quyet dinh ve gia ban bat dong san thoi - Tat ca ten bang deu dat phuduoi bang, can dieu chinh lai, dat tren bang; chi co ten so do, bieu do, hinh thi moi dat duoi so do, bieu do, hinh 2.3 CUuffng giai phap Chuong gom muc, co ket cau hop ly ve muc Ve co ban, tac gia da de cap den dinh huong phat trien cua cong ty, cac giai phap nham hoan thien marketing bat dong san doi voi cac du an thuoc khu thi Giai phap dau tien tap trung vao noi dung co ban cua marketing la san pham, gia ca, phan phoi va chieu thi Tiep la cac giai phap co lien quan den chien luoc marketing, chinh sach hau mai Nhin chung, cac giai phap da de mang ti'nh thuc tien va kha ■ thi Tuy nhien, co vai difiu can trao doi them: - Dinh huong phat trifin cua khu thi chua that ro vfi thoi gian va lo trinh Trong phfin gioi thieu khu thi chua ro la se dfin bao gio thi hoan thanh? Dfin phfin dinh huong cung vay - Phan giai phap so sai, nhung kifin nghi thi dai va dan trai khong that logic voi ten dfi tai Cac giai phap co su trung lap, chSng han giai phap 3.2.3 Xac dinh lai cac yeu to chifin luoc marketing thi lai lien quan den san pham va gia ca, giai phap 3.2.4 Xay dung chinh sach hau mai thi trung voi Chieu thi - Ngoai giai phap thu nhat, cac giai phap lai rat so sai va co giai phap chua that sat voi doi tuong nghifin cuu Ket cau, phuomg phap tiep can va trinh bay Luan van co ket cau ' chuong la hop ly Tuy nhien, co cfiu giua cac chuong bat hop ly vfi dung luong Chuong qua ngdn so voi kfit cfiu chung, chi gOm 11 trang/119 trang (tu trang 106 dfin 117) Phuong phap tifip can cac van dfi kha khoa hoc Cac van dfi trinh bay kha ro Van phong, cach trinh bay, luan giai thfi hien tac gia • luan van la nguoi doc lap nghifin cuu, co kha nang tong hop Tuy nhifin, vdn mot sO lfii chinh ta, l§i format, cach trinh bay bang bifiu nhu: - Van dfi don vi ti'nh kem theo so lieu bang nhu don vi % bang 2.6 (trang 92); Hinh 2.19 So ty le doanh thu (trang 92) la sai vi co cau phai thfi hien theo bifiu hinh banh hoac hinh cot nhung phai la tren cot x r - Nhifiu chu dinh vao nhu du anthuoc (muc.2.1.2), ddi vdicac muc 3.2 (trann 00) - Trich dfin sai o trang 7: “Theo giao trinh Thi truong bit dong san, Nha XB DHKTQD”? - L6i format nhu: Muc a trang 14 khong duoc dfi dam nhu cac muc co chu sO (U hay 1.2.) - Loi vifit hoa tu marketing tien o nhifiu cho luan van (trang 14, 18, 20 ) Ket luan chung Day la cong trinh nghifin cuu cong phu va nghiem tuc Doi chifiu cac noi dung da trinh bay luan van voi muc dich nghifin • cuu va voi yfiu cau luan van cao hoc, ban luan van cua hoc vifin Nguyfin Thanh Dung da dap ung kha tot Tac gia luan van xung dang duoc cap bang thac sy kinh doanh va quan ly Cau hdi: Hay phan biet giua chien luoc marketing vai chinh sach marketing Ha Noi, 18 thang 12 nam 2015 NguOi nhan xet PGS TS Nguyen The Phan CONG HOA XA HOI CHU NGHIA VIET NAM Hoc lap - Tu - Hanh phuc Ha noi, 15 thang 12 nam 2015 ban nhA sy • n xet lua • n vAn thac • kinh doanh & quan ly De tai: Marketing bat dong san doi voi cac du an thuoc khu thi Hung Thang, Ha Long Cua hoc vien cao hoc : Nguyen Thanh Dung Truong : Dai hoc Kinh te quoc dan - Ha Noi Ngudi nhan xet : TS Tran Van Khoi Co quan cong tac : Pho Vu truong - Vu Kinh te xay dung - Bo Xay Dung (Quyet dinh so 2727/QD-DHKTQD 7/12/2015 cua Hieu truong trudng r r Dai hoc Kinh te quoc dan) Ve co so’ l uun vv thuc tien cua de tai I uan vvn: y * • • • De tai luan van thac sy quan tri kinh doanh: “Marketing bat dong san doi vdi r r \ cac du an thuoc khu thi Hung Thang, Ha Long” co gia tri ve ly luan va thuc tien giai doan hien vi nhung ly sau day: Thu nhaf Khai niem marketing bat dong san duoc de cap kha nhieu giai doan vua qua ca cac de tai nghien cuu cung nhu viec van dung thuc tien thi trudng bat dong san Tuy nhien, de van dung dung va co hieu qua cac noi dung co lien quan den hoat dong marketing bat dong san thi rat \ r or nhieu bat cap va cach hieu het suc truu tuong Thu hai: Thong thudng ngudi ta thudng quan tam den marketing bat dong r r o san noi chung ma chua quan tam den cac loai hinh bat dong san, cac trang thai bat dong san va cac giai doan co lien quan den hoat dong marketing Nhat la, hoat dong marketing doi vdi cac du an khu thi Thu ba: Trong giai doan vua qua rat nhieu cac du an bat dong san, cac du an dau tu khu thi duoc trien khai nhung hieu q ua khong cao, nhieu du an khong trien khai duoc, trien khai cham, hieu qua kinh te tai chinh khong dat ky \ r r vong, san pham khong tieu thu duoc nhieu yeu to nhung mot nhung yeu to quan la hoat dong marketing khong duoc trien khai thuc hien tot Ve gia tri khoa hoc va thurc tien cua ket qua nghien ciru z Nhung nghien cuu cua luan van doi voi hoat dong marketing bat dong san r ap dung doi voi cac du an thuoc khu thi co nhung co so khoa hoc va thuc tien \ Z A Luan van ve co ban khong trung lap voi cac cong trinh, de tai khoa hoc ma toi duoc biet r a Chuang I: Ca so ly luag ve Marketing bah dogg sag Trong chuong tac gia da trinh bay Khai niem, dac diem, vai tro va r chuc nang cua marketing bat dong san r a Noi dung Marketing du an bat dong san, bao gom: + Phan doan thi truong r + Xac dinh vi the canh tranh + Lua chon thi truong muc tieu + Ap dung Marketing hon hop + Kiem tra, kiem soat, danh gia ket qua thuc hien marketing bat dong san r r r r Cac yeu to anh huong den marketing bat dong san + Cac yeu to khach quan r r + Cac yeu to chu quan Day deu la nhung noi dung co lien quan den nhung co so ly luan co ban z z z e ve marketing bat dong san Luan van viet kha dai ve ly thuyet marketing a a nhien muc tieu nghien cuu cua luan van la marketing cac du an thuoc khu thi do noi dung chuong can phai lam ro cac hoat dong marketing cac du an thuoc khu thi, khong dung lai o marketing bat dong san noi chung Tu 92 Lien ket chat che vdi nhieu ngan hang, to chuc tai chinh tin dung de co nhieu phuong thuc toan cho khach hang, nhat la thdi buoi hien nay, nhu cau mua nha tra gop hay vay von ngan hang de dau tu bat dong san dang la xu huong Dong thdi xem xet lai suat, tinh toan lai tien toan nham ho tro tot nhat cho khach hang ve gia Syrena Viet Nam can xem xet va lua chon nha thau xay dung, day nhanh tien thi cong, su dung cac vat lieu mdi co tinh kinh te va ap dung tien bo cong nghe toi uu vao thi cong de giam cac chi phi lien quan, tu lam giam gia bat dong san nhung tuyet doi khong duoc cat giam chat luong du an can tao mot quy trinh khep kin vdi chuyen mon hoa cao thiet ke, xay dung, thi cong cong trinh nham tao san pham vdi chat luong va gia canh tranh Ben canh do, Syrena Viet Nam can phat trien mot he thong ky gui, moi • • ' ’ < A A gidi va phan phoi lai cac san pham bat dong san cua minh nham tao dieu kien cho khach hang co nhieu lua chon viec dau tu va su dung bat dong san cua minh Qua cung gia tang loi nhuan tu cac hoat dong • r r Ma rong quy md va chat luong cua mang luai phan phoi, tieu thu san pham: Muon cac du an khu thi Hung Thang duoc cong chung biet va hieu sau hon nua, Syrena Viet Nam can phai tao cho khach hang mot su thuan tien ve tiep can san pham Su dung cac kenh phan phoi trung gian phai rong khap, dam bao co the phu kin thi trudng dia phuong va cac tinh lan can can thiet Viec lua chon cac san giao dich BDS, cac to chuc, ca nhan moi gidi phai chuyen mon hoa hon, can co mot he thong cac chi tieu danh gia cac kenh phan phoi trung gian va chi quyet dinh lua chon nhung kenh phan phoi dan dau thi trudng de tiet kiem thdi gian, chi phi cung nhu khau quan ly, van hanh, trao doi thong tin duoc don gian hoa Viec su dung cac kenh phan phoi trung gian hieu qua nhung xet cho cung thi cung la nhung doanh nghiep chay dua vi loi nhuan, muc tieu cua ho la cuoi 93 cung cung chi la doanh so ban hang Vi vay, nhung thong tin quan trong, thong tin bi mat cua chu dau tu rat co the bi lo cho doi thu canh tranh qua nhung trung gian Syrena ■ Viet Nam van phai tri mot bo may tu ban hang, dong thoi cang phai phat trien bo may bang nhieu hinh thuc nhu: Tuyen chon doi ngu nhan vien kinh doanh chuyen nghiep; su dung doi ngu kinh doanh de ban hang ca nhan va hoat dong nhom; thuong xuyen boi duong, dao tao kien thuc lien quan den bat dong san nhu kien truc, xay dung, phong thuy, phap ly va cac ky nang ban hang cho nhan vien kinh doanh • Tang cuong quang ba va nhan dien thuong hieu: Tang cuong viec nhan dien thuong hieu Syrena Viet Nam doi voi cong chung ca nuoc Viec truyen thong va quang ba thuong hieu Syrena Viet Nam va khu thi Hung Thang la rat cap thiet nham dat hieu qua hon ve su nhan dien thuong hieu, su quan tam va ua thich thuong hieu voi cac doi thu canh tranh Dong thoi khai thac suc manh truyen thong qua internet, can danh gia nhin nhan rang, internet la mot cong cu hieu qua, sac ben thoi buoi kinh te thi truong va thong tin duoc truyen di tung gio Hon nua, tiep thi qua internet dinh huong nhom khach hang muc tieu chinh xac hon va chi phi bo thap hon Su dung internet khong bi gian doan ve thong tin cung nhu nguoi xem co the cap nhat thong tin o moi noi Cong ty co the thong ke duoc luong truy cap va danh gia quan tram truc tiep ma it ton thoi gian, cong suc va tien bac hon can sua lai noi dung trang web chinh thuc cua Syrena Viet Nam va khu thi Hung Thang (trang web chi chay tren nen tang Flash, khong xem duoc tren dien thoai thong thuong, kho tiep can) va thuong xuyen cap nhat thong tin, tin tuc len cac trang web de cong chung co the biet den rong rai va nguon tin la chinh thong Dau tu san xuat, in an va phat hanh cac vat pham, an pham marketing kip thoi voi thiet ke chuyen nghiep va bat mat can tang cuong hon nua moi quan he tuong ho hon nua giua bo phan marketing voi cac bo phan khac de cung cap mot 94 cach nhanh chong, kip thdi den ngudi tieu dung cac thong tin cua du an thuoc khu thi Chu hon nua cac hoat dong xa hoi, hoat dong cong dong de PR, bao ve hinh anh cua cong ty trudc cac doi thu canh tranh Cong ty nen xem xet viec tai tro cho cac chuong trinh quy khuyen hoc, quy ngudi ngheo, ung ho cho cac nan nhan dioxin, hoc sinh ngheo vuot kho, cac vung kinh te dac biet kho khan , nen lap z yr cac quy khuyen hoc, quy tai nang tre cong ty nham muc dich khuyen khich em cua cac can bo cong nhan vien cong ty, tao dieu kien thuc day su phat trien cua nguon lao dong chat luong cao cho chinh cong ty • r Cung co hoat dong cua bo phan cham soc khach hang: Can co bo phan cham soc khach hang chuyen nghiep, nhiet tinh, tam huyet, co trinh chuyen mon, kha nang thuyet phuc khach hang cao va am hieu ve luat r r r phap, cac kien thuc lien quan den khieu nai, Tang cudng cac dich vu cham soc khach hang khac nhu tham hoi, lay y kien danh gia chat luong, tang su quan tam nhu nhan tin chuc mung, qua tang gui kem sinh nhat hoac cac le ldn nam nhu Tet nguyen dan, to chuc cac su kien cho cong dong dan cu khu thi nhu ram trung thu, hoi khOe the duc the thao Cong ty can to chuc them mot bo phan giai quyet don thu, nguyen vong, khieu nai cua khach hang mot cach chuyen nghiep va nhanh chong giup khach hang hai long hon ve thai va phong cach phu vu cua chu dau tu • Xay dung cac chinh sach sau ban hang: Do chinh la cac chinh sach bao hanh, bao tri, cach chinh sach lien quan den •> r r r r chuyen nhuong bat dong san, cac thu tuc hanh chinh lien quan den viec cap giay chung nhan quyen su dung hoac so huu Cong ty can to chuc mot bo may thudng truc de xu ly su co lien quan den bao hanh, bao tri san pham, nang cap tu sua thudng xuyen cac he thong da thi cong nhu he thong xu ly nudc thai, he thong dien - chieu sang, giao thong 95 3.2.3 Giai phap ve moi tru-dng noi bo cOng ty Syrena Viet Nam Bao gom cac giai phap nhu sau: • Thu hut va xay dung doi ngu nhan vien marketing chuyen nghiep: De co mot he thong marketing van hanh chuyen nghiep va co chuyen mon hoa cao, cong ty Syrena Viet Nam can chu dong: To chuc thi tuyen, phong van tuyen dung mot cach sat sao, co chi tieu, co he thong danh gia bai ban, tranh tinh trang “xin cho” Dong thoi tidn hanh sip xSp, bO tri hop ly cong viec cho nguoi lao dong cho phu hop nhat voi nguyen vong va trinh chuyen mon cua ho Thu hut nhan tai bang cac chinh sach tien luong, chinh sach thuong, chinh sach phuc loi xa hoi, chinh sach uu dai hap dan de tao nguon nhan luc chat luong cao can danh gia lai doi ngu lao dong marketing voi ky danh r a r •> t gia deu dan theo quy va nam Ap dung che bo sung va dao thai nhan luc de tri mot bo may hoat dong tot, dap ung nhu cau canh tranh cua thi truong Thuong xuyen mo lop dao tao can bo nguon, nang cao ngan sach dao tao cho cong nhan vien hoac cat cu di hoc, nghien cuu linh vuc marketing theo quy dinh cua cong ty de tao mot nguon chat xam doi dao, la the manh canh tranh so voi cac doi thu khac Dong thoi tao mot moi truong lam viec chuyen nghiep, tao su gan bo giua nguoi lao dong va cong ty, tu lam tang tinh ky luat va trach nhiem cong viec cua ho Dac biet can luu y den tinh cong bang viec huong cac che • r r Lien ket cac bo phan moi hoat dong san xuat kinh doanh cua cong y Can co su phoi hop chat che, co mot quy trinh lam viec cu the giua cac phong ban cong ty, tu phong tai chinh- ke toan, phong ke hoach, phong phat trien du an cho den phong kinh doanh voi phong marketing de tao nhung du an bat dong san co suc canh tranh cao tren thi truong 96 3.2.4 Cac giai phap khac Ngoai nhung giai phap quan va chu yeu nhu tren, tac gia xin de xuat mot so giai phap khac nhu sau: A • x r X Lien ket, hop tac ve von dau tu kinh doanh: Trong qua trinh hoat dong tu truoc den cua minh, Syrena Viet Nam A X r a chu yeu su dung nguon von tu co va von tu cong ty me la tap doan BIM Group Dieu it nhieu han che den su phat trien va nang luc canh tranh cua cong ty luong von dau tu linh vuc bat dong san khong nao la du De hinh len mot khu thi hien dai, sang va dap ung day du tat ca cac nhu cau cua cu dan thi cong viec xay dung cac du an bat dong san thoi la chua du vi moi chi la yeu to huu hinh cau nen khu thi Con yeu to vo hinh giup khu thi di vao van hanh, hoat dong moi thuc su quan Do la cac dich vu, tien ich, co cau quan ly, van hanh khu thi Hien nay, Syrena Viet Nam khong the tap trung x x r x mot luc nhieu khoan dau tu, chinh vi the can: Thu hut, keu goi cac hop tac ve von bang cach phat hanh co phieu thi truong, lien doanh lien ket voi cac doanh nghiep va ngoai nuoc khac de phat trien cac hang muc cOn thieu va khong phai la the manh cua Syrena Viet Nam nhu nha thong minh, nha xanh Thong qua do, tranh thu viec chuyen giao cong nghe lam nen tang de phat trien cac hoat dong khac tuong tu, nham da dang hoa kinh doanh va tang nang luc canh tranh cua chu dau tu Ben canh do, Syrena Viet Nam can phai keu goi cac nha dau tu thu cap de phat trien da da hoa cac dich vu va tien ich di kem cac du an nhu be boi, truong hoc, benh vien, trung tam tham my, the hinh, dieu ma bay gio rat thieu thon khu thi can phai xem cac san pham, dich vu sau ban hang nhu mot phan rat quan va khong the thieu su phat trien cua cac du an Tu X X nang cao duoc uy tin va hinh anh cho chu dau tu bang viec lam hai long khach hang 97 • Tham gia phat trien cac du an bat dong san co vi tri chien luoc khac: Trong nam hoat dong va phat trien, Syrena Viet Nam da gat hai duoc nhung cong nhat dinh va tao duoc cho dung tren thi truong bat dong san tai Quang Ninh cung nhu bat dong san nghi duong tren ca nuoc Viec mo rong quy mo thi truong luon la muc tieu cua moi doanh nghiep dai han Doi voi doanh nghiep dau tu phat trien bat dong san thi dieu cang quan vi moi du an bat dong san co y nghia chien luoc rieng va cang cong tai nhieu du an thi hinh anh thuong hieu cua doanh nghiep cang duoc ghi dau an va su tin tuong cua thi truong Syrena Viet Nam can de muc tieu dai han 5-10 nam toi la phat trien them tu -3 du an khu thi tai khu vuc Ha Long va tinh Quang Ninh vi tan dung duoc loi the su nhan dang thuong hieu cua cu dan ban dia da kha bien 3.3 Kien nghi voi cac co quan nha nuoc co tham quyen nham hoan thien hoat dong marketing bat dong san cho cac doanh nghiep dang hoat dong dau tu kinh doanh bat dong san Noi dung cua cac kien nghi bao gom: • Tang cuong quan ly voi thi trudng Bat dong san: Thi truong bat dong san luon chiu suc ep cua nhung thi truong khac Viet Nam hien nay, co cau tang dan so, mat dan so, co cau di dan tai cac thi cang tang he thong co so tang, giao thong khong theo kip da tro mot thach thuc lon cho cac nha quan ly va quy hoach Vi vay, ve lau dai, can co nhung bien phap mang tinh chien luoc tu cac co quan chuc nang co tham quyen tu viec phan vung, quy hoach tong the den dau tu phat trien co so tang, nham tao lap tinh on dinh va minh bach cho thi truong bat dong san Can hoan thien bo may to chuc, hanh chinh, quan ly dat dai tu Trung uong den dia phuong, tang cuong nang luc cho bo may to chuc va can bo, cong chuc hoat dong quan ly nha nuoc ve dat dai Tang cuong thuc thi cac cong cu giam sat, 98 tra, kiem tra cac hoat dong quan ly nha nuoc ve dat dai va viec thuc thi phap luat cua cac doanh nghiep dang hoat dong linh vuc Thuong xuyen to chuc cac lop boi duong can bo,nang cao ky nang thuc hanh, chuyen mon lan viec, cac lop dao tao hoac cu di dao tao o nuoc ngoai nham tao mot doi ngu can bo, cong chuc co nang luc, co pham chat dao duc, nhiet tinh, co trach nghiem va tinh ky luat cao cho cac co quan ban nganh Day manh tinh cong khai minh bach thi truong Bat dong san de tranh tinh trang doc quyen thi truong, tao cho nguoi tieu dung mot tam ly an tam dau tu vao thi truong Cac bien phap de hoan chinh giai phap la: cong bo cong khai tren cac phuong tien thong tin dai chung hoac trang thong tin cua co quan nha nuoc co tham quyen ve phap ly, quy hoach cac du an; ke hoach, quy hoach giai phong mat bang, cap mat bang, cap giay phep xay dung cho cac du an Hoan thien chinh sach, cac quy dinh phap luat doi vdi thi trudng Bat • dong san: r r \ Cho den nay, cac chinh sach ap dung voi thi truong Bat dong san van cdn nhieu thay doi bat thuong, kho du doan, gay kho khan viec hoach dinh chien lupc cua cac doanh nghiep bat dong san, rui ro dau tu cao, gay can tro phat trien cho thi truong Nhiem vu cua cac co quan ban nganh, cac co quan chuc nang co tham quyen la: Hoan thien chinh sach phap luat, ban hanh cac nghi dinh, thong kip thoi, dap > •> r ung nhu cau phat trien cua thi truong Bat dong san Tang cuong cac chinh sach nham khai thac va thu hut dau tu tu nuoc ngoai vao thi truong Bat dong san r f r a a Khac phuc tinh trang thieu nhat quan, khong dong bo, chong cheo, mau thuan cac chinh sach va tang cuong viec phoi hop giua cac co quan tu Trung uong den dia phuong Cai tien trinh tu, thu tuc hanh chinh ve dat dai nhu thu tuc xin cap phep dau tu, phe duyet du an, dieu chinh bo sung chinh sach giai phong mat bang, quyet dinh 99 cap phep xay dung, cap giay chung nhan quy6n su dung va quySn su huu bit dong san 100 KET LUAN Van de dugc cac doanh nghiep bat dong san quan tam hang dau hien la lam the nao de ban dugc san pham bat dong san cac du an mot cach nhanh nhat De thuc day hoat dong ban hang, cach hieu qua nhat la ap dung nhung chien lugc marketing doi vdi cac du an bat dong san Doi vdi Cong ty co phan Dau tu Phat trien Syrena Viet Nam vdi muc tieu so mot la phat trien da dang cac dong bat dong san thi hoat dong marketing cho cac du an bat dong san thuoc khu thi Hung Thang dong vai tro het suc quan trgng Luan van thac si vdi de tai “Marketing bat dong san doi vdi cac du an thuoc Khu thi Hung Thang, Tp Ha long ” da cho thay tam quan trgng cua hoat dong viec phan phoi va tieu thu san pham bat dong san cac du an thuoc khu thi Hung Thang giai doan 2013den Luan van nghien cuu chuong da cho thay thuc trang trien khai trien khai hoat dong marketing bat dong san doi vdi cac du an thuoc khu thi Hung Thang, nhung ket qua da dat dugc, uu diem va nhung han che cua hgat dong giai doan 2013 den nay, tu dua dugc cac giai phap va mot so kien nghi de khac phuc han che nham tang cudng hon nua chat lugng cua hoat dong marketing bat dong san doi vdi cac du an thuoc Khu thi Hung Thang den nam 2018 Trong giai doan 2013den nay, hoat dong marketing bat dong san doi vdicac du anthuoc Khu thi Hung Thang da thu dugc nhieu ket qua kha quan ve ca so lugng va chat lugng, qua gop phan khong nhd viec giup cong ty Syrena < r Viet Nam phan phoi va tieu thu mot lugng ldn hang hoa bat dong san, thuc hien muc tieu toi da hoa lgi nhuan cua doanh nghiep Luan van da nghien cuu va xay dung nhung chien lugc Marketing hon hgp nham nang cao kha nang canh tranh cua Syrena Viet Nam noi chung va cac du an thuoc khu thi Hung Thang, Ha Long noi rieng Tuy nhien ben canh nhung uu diem thi giai doan van ton tai nhung han che can khac phuc ve cong tac quan ly, to chuc, ve van de quy trinh nghiep vu cung nhu thuc trang trien khai cua cong tac marketing bat dong san 101 Tu den nam 2018, dya tren dinh hudng cua Cong ty Co phan Dau tu Phat trien Syrena Viet Nam co the thay hoat dong van se tiep tuc duoc tri va hoan thien va hua hen se dem lai nhung ket qua to ldn nham muc tieu toi da hoa loi nhuan cho doanh nghiep Do vay, ban lanh dao cong ty can nhanh chong trien khai cac giai phap de khac phuc han che nham tang cuong hon nuahoat dong marketinh bat dong san doi vdi cac dy an thuoc Khu thi Hung Thang, cac co quan Nha nudc co tham quyen cung can xem xet cac kien nghi de dua nhung chinh sach tich cyc hon doi vdi thi truong bat dong san Trong luan van co nhieu van de duoc dua nhung chua giai quySt, cung nhieu ton tai khac ma giai phap dua chua the khac phuc hoan toan pham vi nghien cuu co gidi han nen mot so noi dung chua co dieu kien de di sau phan tich, nhung van de se duoc nghien cuu d nhung luan van sau de hoat dong marketing bat dong san thyc sy hoan thien va phat trien hon nua giai doan tiep theo DANH MUC • TAI LIEU • THAM KHAO Cong ty Co phan Dau tu Phat trien Syrena Viet Nam, Bao cao hoat dong marketing bat dong san cac nam 2013, 2014 Cong ty Co phan Dau tu Phat trien Syrena Viet Nam, Bao cao tinh hinh hoat dong kinh doanh bat dong san cac nam 2013, 2014 Cong ty Co phan Dau tu Phat trien Syrena Viet Nam, Quy trinh nghiep vu hoat dong kinh doanh bat dong san Dang Due Thanh (2013), Kinh doanh bat dong san, Nha xuat ban Thanh nien Hoang Van Cuong, Nguyen Minh Ngoe, Nguyen The Phan va Vu Thi Thao (2006) Giao trinh Thi truong bat dong san Nha Xuat ban Dai hoe Kinh te quoe dan John Davis, dieh gia Phan Thu (2010), Do luong tiep thi, Nha xuat ban Tong hop TP Ho Chi Minh Luat kinh doanh bat dong san, Luat so 66/2014/QH13, Can eu Hien phap nude Cong Hoa Xa hoi ehu nghia Viet Nam Miehael E Porter, dieh gia Nguyen Ngoe Toan (2013), Chien luoc canh tranh, Nha xuat ban tre Nguyen Thi Thanh Huyen (2005), Giao trinh Marketing, Nha xuat ban Ha Noi ~ x e r 10 Nguyen Thi Thanh Huyen (2011), Mot so giaiphap hoan thien marketing r r \ > cho dong san pham bat dong san cao cap cua cong ty co phan dau tu va phat trien nha dat Cotec, Luan van tot nghiep Thae sy kinh te 11 Nguyen Thi Thuy Linh(2011), Marketing bat dong san nha d du an khu thi tai Ha Noi”, Luan van tot nghiep thae sy kinh te 12 Philip Kotler (2011), Marketing can ban, Nha xuat ban lao dong- xa hoi 13 Thong tuso 00/2213 TT Bo Xay Dunn bbn hanlinnay 00/01/2213 ve viec huong dan xac dinh cac doi tuong duoc vay von ho tro mua nha o theo goi 30.000 ty cua Chinh phu 14 Tran Minh Dao (2012), Giao trinh Marketing can ban, Nha xuat ban Dai hoc Kinh te quoc dan 15 Tran Thanh Hung (2009), Nghien cuu marketing bat dong san, Luan van tot nghiep thac sy kinh te Tai lieu tham khao tren mang: 16 Cnng ty Co phan Dau tu Phat trien Syrena Viet Nam, dia chi: http://syrena.vn,http://halongmarina.com 17 Cnng ty TNHH Dau tu Phat trien San xuat Ha Long, dia chi: http://bimvietnam.com CHU DAU T U CHU SOHOU Đ BIMGroup ã&> ôAm*ao j UxMOI c *CAubAiCmAằ < HAliNOMWJNA vua aha HAlONGMARmA WAlHft fHONT A SOM (Nguon: Phong quan tri tai lie Hinh Ban quy hoa PHU LUC PHIEU KHAO SAT THONG- TIN DU AN BAT DONG SAN TAI HA LONG -L THONG TIN NGUdl DU’QC HUI - ———•;—— * - ‘ * Ten Dia chi So dien thoai Noi cong tac/Chuc vu E3 * - CAU TRA LOd i Ten Du an Loai hinh du an (nha Thong tin chu dau tu CC, LK, Dja chi/Dien thoai du an Dia chi xay dung du an BT ) Quy mo du an (tong dien tich dat) Dien ti'ch xay dung Dien tich san XD (dien tich KD) Mat xay dung Tong muc dau tu du an (khong bat buoc) Chieu cao du an/S6 tang So luong cung (LK, BT) 10 So luong cung (CC) 11 Dien tich can ho/nha 12 Muc hoan thien can nha (thap cap, trung cap, cao cap) 13 Dich vu tien ich di kem 14 Quy hoach xung quanh du an 15 Khoang cach den du an Ha Long Marina 16 Khoan cach den trung tam pho, cac diem du lich cua TP Ha Long 17 18 Gia ban/m2 (hoac ca can) Hinh thuc so huu can nha (50 nam, vinh viin ) 19 Tinh trang phap ly du an (da cd 1/500, da co phep xay dung ) 20 Thdi diem bat dau du an 21 Thdi diem hoan 22 Tidn thuc te du an (dua vao quan sat thuc te danh gia) 23 Mot so danh gia cua NVKS ve du an/chu dau tu/phan ung cua thi truong ve du an (co the viet qua trang khac) 24 Mot so hinh anh thuc te du an (file dinh kem) (Nguon: Phdng Marketing- Syrena Viet Nam) PHU LUC Syrcna PHlfcU KHAO SAT NHU CAU KHACH HANG Vfc BAT DQNG SAN Di dap ung nhu cau mua nhd d phu hyp moi gia dinh, C6ng ty CP DAu tu vA PhAt triin Syrena Viet Nam phat hAnh Phiiu khao sAt nhu ciu nhA d Quy anh/ chj vui Idng diin day du thong tin phiiu khAo sAt nAy, qua dd chung toi sd dAp ung nhu cau cua quy anh/chj mot cAch tron v?n nhAt THONG TIN CA NHAN: I Ho vA ten: ULctuy ,.hi u* NAm sinh: Dia chi: s6 dien thoai: Gidi linh: /Tiui Nghi nghiop: C&y.tlnA * Thu nhap binh quan thaAng: X Dudi trieu I Tinh tr^ng hdn nhan: □ Da ly hOn II CX Da kit hdn I | Tu den 35 tieu ding | TrAn 35 trieu dong □ Doc thAn NOI DUNG KHAO SAT: Anh/ chj cd nhu ciu mua nha/ dat/ can ho khong? ^a C6 rat cAp thiit c Chua cd nhu cAu b Cd nhung khong cap thiit Anh/ chj cd biit khu thj Ha long Marina d Ha Long khong? (a b Chua biit Cd biit Anh/ chj cd mu6n quan tam dcn sAn phAm nAo sau day cua cdng ty chung tdi? (a./ can ho chung cu b nghi du&ng d Su dung mAt bAng kinh doanh b Tir 16 - 19 triiu/n22 c.Ti 19-21 triiu/m2 d GiA khAc Dien tlch nhA mA anh/ chj mu6n sd httu? g) Dudi 70m2 c Kinh doanh bat dong sAn GiA trj m2 nhA dat/ cAn ho mA anh/chj mu6n mua? (a) Tu dudi 16 triu/m2 c Biet tho nghi dudrng Mqc dich anh/chj mua sAn pham cua chung t6i: (a/ Di d b NhA lien ki b Tu70m2 din 100m2 c Ti 100m2 din 300m2 d.Tren300m2 Niu mua nhA, anh chj sd mu6n chon theo phuong thuc toAn nAo? a Su dung v6n to cd b TrA gdp tu chu dau tu Y kiin cua anh/ chj: - ^e)Vay v6n uu dai d.Vay von thuemg mai „ Rat cAm on anh, chj da dong gop y kien! CAn bo khAo sAt: Cao Thj Mien, SDT:0973.202.988 (Nguon: Phdng Marketing- Syrena Viet Nam) Hinh Mau phieu khao sat nhu cau khach hang ve bat dong san