Phát triển chính sách phân phối sản phẩm chương trình du lịch của công ty tnhh lữ hành hương giang hà nội đối với thị trường gửi khách pháp

NGUYEN THI MAI SINH PHAT TRIEN CHIN H SACK PHAN PHOI SAN PHAM CHUVNG TRiNH DU LICH CUA CONG TY TNHH * J THI TRUtfNG GOI KHACH PHAP HA NOI MUC LUC Danh muc cac ch& viet tat Danh muc bang bieu, so Trang Tom tat luan van PHAN Md DAU Chuong - CO Sd LY LUAN VE CHINH SACH PHAN PHOI SAN PHAM TRONG KINH DOANH LU HANH 1.1 BAN CHAT CUA HOAT DONG KINH DOANH LUHANH 1.1.1 Khai quat ve kinh doanh lu' hanh 1.1.1.1 Tinh tat yeu khdch quart cua kinh doanh lit hanh 1.1.1.2 Nhitng lai ich cua boat dong kinh doanh lit hanh 1.1.2 Dac diem cua kinh doanh lu hanh 1.1.2.1 Noi dung cua kinh doanh lit hanh 1.1.1.2 Dac diem cua kinh doanh lit hanh 1.1.3 Dac tinh cua san pham - chuong trinh du lich 11 1.1.3.1 Khai quat ve chitcmg trinh du lich 11 1.1.3.2 Dac diem cua san pham - chitcmg trinh du lich 13 1.2 NOI DUNG CO BAN CUA CHINH SACH PHAN PHOI SAN PHAM 15 1.2.1 Ban chat cua kenh phan phoi 16 1.2.1.1 Mot sd khai niem cd ban 16 1.2.1.2 Qua trinh phat trien cua boat dong phan phoi 17 1.2.1.3 Vai tro cua cac trung gian tlutcmg mai 18 1.2.2 Cau true va to chut kenh phan phoi 20 1.2.2.1 Cau true kenh phan phoi 20 1.2.2.2 To elide va boat dong cua kenh 22 1.2.3 Lua chon va quan ly kenh phan phoi 24 1.2.3.1 Lira chon kenh phan phoi 24 1.2.3.2 Quan ly kenh phan phoi 26 1.3 CHINH SACH PHAN PHOI TRONG KINH DOANH LU* HANH Vdl SAN PHAM - CHUONG TRINH DU LICH 29 1.3.1 Lira chon kenh phan phoi kinh doanh lirhanh 29 1.3.2 Quan ly kenh phan phoi kinh doanh lu hanh 33 Chuong - THVC TRANG CHINH SACH PHAN PHOI CUA CONG TY TNHH II HANH HUONG GIANG HA NOI DOI Vdl THI TRUING GUI KHACH PHAP GIAI DOAN 2000 - 2005 35 2.1 THUG TRANG KINH DOANH LIT HANH CUA CONG TY TNHH LIT HANH HUONG GIANG HA NOI 2.1.1 Khai quat ve Cong ty TNHH Lu hanh Huong giang Ha noi 35 35 2.1.2 Hoat dong kinh doanh lu hanh cua Cong ty TNHH Lu hanh Huong giang Ha noi 43 2.1.3 Hoat dong kinh doanh chuong trlnh du lich cua Cong ty TNHH Lu hanh Huong giang Ha noi doi vdi thi trudng giri khach Phap 53 2.2 THUG TRANG CHINH SACH PHAN PHOI SAN PHAM CUA CONG TY TNHH LU" HANH HUONG GIANG HA NOI DOI Vdl THI TRUING GUI KHACH PHAP GIAI DOAN 2000 - 2005 57 2.2.1 Mot so yeu to anh hudng den chinh sach phan phoi san pham cua Cong ty TNHH Lu hanh Huong giang Ha noi 57 2.2.1.1 Dae diem cua thi tritdng muc tieu 57 2.2.1.2 Cac yeu to khac 59 2.2.2 Lua chon kenh phan phoi 59 2.2.3 Quan ly kenh phan phoi 64 2.3 NHUNG DANH GIA VA NHAN XET VE CHINH SACH PHAN PHOI CUA CONG TY TNHH LUHANH HUONG GIANG HA NOI 72 2.3.1 Nhung uu diem va nhuqc diem cua chinh sach phan phoi hien tai 72 2.3.1.1 Nhitng itu diem 73 2.3.1.2 Nhitng nhitcrc diem 74 2.3.2 So sanh ve chinh sach phan phoi cua Cong ty TNHH Lu hanh Huong giang Ha noi vdi mot so doanh nghiep lu hanh tren dia ban Ha noi 76 Chuang - CAC GIAI PHAP PHAT TRIEN CHINH SACH PHAN PHOI CUA CONG TY TNHH LET HANH HUONG GIANG HA NOI DOI V()I THI TRUONG GUI KHACH PHAP GIAI DOAN 2006 2010 81 3.1 PHUONG HU0NG VA MUC TIEU PHAT TRIEN CUA CONG TY TNHH LU* HANH HUONG GIANG HA NOI GIAI DOAN 2006-2010 81 3.1.1 Phuong hudng phat trien 81 3.1.2 Muc tieu chung 85 3.1.3 Muc tieu doi vdi thi trudng gui khach Phap 86 3.1.4 Dinh hudng chfnh sach marketing hdn hop doi vdi thi trudng gui khach Phap 87 3.2 CAC GIAI PHAP PHAT TRIEN CHINH SACH PHAN PHOI CUA CONG TY TNHH LUT HANH HUONG GIANG HA NOI DOI Vdl THI TRUONG GUI KHACH PHAP GIAI DOAN 2006-2010 89 3.2.1 Mot so yeu to anh hudng den chfnh sach phan phoi cua Cong ty TNHH Lir hanh Huong giang Ha noi thdi gian tdi 89 3.2.1.1 Cac yeu to thuoc thi trtfd’ng muc tieu 89 3.2.1.2 Cac yeu to khac 89 3.2.2 Cac giai phap nhSm phat trien chfnh sach phan phoi cua Cong ty TNHH Lu hanh Huong giang Ha noi giai doan 2006 - 2010 3.2.3 Mot sd kien nghi 90 102 3.2.4.1 Doi vdi Chinh Phu 103 3.2.4.2 Doi vdi Tong cue du lich 105 KET LUAN 107 TAI LIEU TH AM KH AO 109 PHU LUC DANH MUC • CAC CHlf VIET TAT TRONG LUAN • VAN AA Hang hang khong cua My - American Airlines ASTA American Society of Travel Agents (Hiep hoi dai ly Iff hanh Hoa ky) BQ Binh quan JATA Japannese Association of Travel Agents (Hiep hoi dai ly Iff hanh Nhat ban) HG Travel Hanoi Cong ty TNHH Lff hanh Hirong giang Ha noi hd KDLH Hoat dong kinh doanh Iff hanh KDL Khach du lich PATA Pacific Asia Travel Association (Hiep hoi du lich Chau A - Thai binh duofng) TO Cong ty/Doanh nghiep Iff hanh/du lich TA Dai ly Iff hanh/du lich A A He thong marketing chieu doc VMS WTO World Trade Organization (To chffc thirong mai A the gioi) WHL The WorldHotel-link (Hiep hoi lien ket khach san quoc te) DANH MUC BANG BIEU VA SO DO TRONG LUAN VAN • • So bang/ so TEN BANG/ SO DO Trang So dd 1.1 Trung gian lam tang hieu qua tiep xuc 19 So 1.2 Mot so cau true kenh phan phoi thOng dung 20 So 1.3 Cac kenh phan phoi san pham - chuong trlnh du lich 30 So 1.4 Kenh phan phoi chu yeu san pham lir hanh quO'c te den Viet nam 31 So 2.1 Co cau to chile cua HG Travel Hanoi 39 So 2.2 So sanh ti le ve luqt khach cua cac hoat dong kinh doanh lu hanh cua HG Travel Hanoi giai doan 2000 -2005 So 2.3 50 So sanh ti le ve doanh thu cua cac hoat dong kinh doanh lir hanh cua HG Travel Hanoi giai doan 2000 -2005 So 2.4 50 So sanh ti le ve lqi nhuan cua cac hoat dong kinh doanh lu hanh cua HG Travel Hanoi giai doan 2000 -2005 So 2.5 51 Ti le doanh thu binh quan cua cac hoat dong kinh doanh lu hanh cua HG Travel Hanoi giai doan 2000 -2005 So 2.6 52 Ti le lupt khach binh quan cua cac hoat dong kinh doanh lu hanh cua HG Travel Hanoi giai doan 2000 -2005 So 2.7 52 Ti le lpi nhuan binh quan cua cac hoat dong kinh doanh lir hanh cua HG Travel Hanoi giai doan 2000 -2005 53 So 2.8 So sanh ti le doanh thu tit hoat dong kinh doanh lu hanh inbound Phap va cac hoat dong kinh doanh lu hanh inbond khac cua HG Travel Hanoi giai doan 2000 - 2005 Bang 2.1 Ket qua kinh doanh lu hanh inbound giai doan 2000 -2005 Bang 2.2 48 Tong hop so lieu ve hoat dong kinh doanh lu hanh cua HG Travel Hanoi giai doan 2000 - 2005 Bang 2.5 47 Ket qua kinh doanh lu hanh noi dia giai doan 2000 2005 Bang 2.4 45 Ket qua kinh doanh lu hanh outbound giai doan 2000 - 2005 Bang 2.3 56 49 Ket qua hoat dong kinh doanh chuong trinh du lich doi vdi thi trubng gui khach Phap cua HG Travel Hanoi giai doan 2000 - 2005 Bang 2.6 54 So sanh ket qua kinh doanh lu hanh inbound Phap va kinh doanh lu hanh inbound cua HG Travel Hanoi giai doan 2000 - 2005 Bang 2.7 55 So sanh chi tieu lqi nhuan thuan cua hoat dong kinh doanh lu hanh inbound Phap va kinh doanh lu hanh inbound cua HG Travel Hanoi giai doan 2000 - 2005 Bang 2.8 Tong hop phieu trung cau y kien danh cho cac doanh nghiep Bang 2.9 56 79 Tong hop phieu trung cau y kien danh cho cac chuyen gia 80 i PHAN MO DAU Ten de tai: “Phat trien chinh sack phan phoi san pham - chiftfng trinh du lich cua cong ty TNHH Lit hanh Huong Giang Ha noi doi vo'i thi trudng giii khach Phap ” Tinh cap thiet cua de tai luan van: + Trude boi canh chuan bi gia nhap WTO va cung vdi su kien la viec thuc hien cac cam ket cua Chinh phu vdi cac Hiep dinh Thuong mai song phuong, dac biet la Hiep dinh Thuong mai Viet - My (BTA), cac doanh nghiep Viet nam noi chung va cac doanh nghiep lu hanh noi rieng se budc vao mot thi trudng mdi rong lorn horn va co cac cuoc canh tranh khoc liet hbn, doi hoi cac doanh nghiep phai co su nhan thitc dung dan, cung nhu co su chuan bi cac dieu kien de canh tranh cong veri cac doanh nghiep nude ngoai + De gop phan vao thuc hien muc tieu phat trien cua du lich Viet nam la don 3,6 trieu luqt khach du lich quoc te den nam 2006, dua du lich Viet nam that su trd nganh kinh te mui nhon cua dat nude va nam nhom cac nude cd nganh du lich phat trien khu vuc cho tdi nam 2010, cac doanh nghiep kinh doanh du lich noi chung va cac cong ty kinh doanh lu hanh noi rieng cd Cong ty TNHH Lu hanh Huong giang Ha noi can phai co chinh sach Marketing noi chung va chinh sach phan phoi san pham noi rieng phu hop vdi giai doan + Thi trudng gui khach Phap la thi trudng quen thuoc va quan cua HG Travel Hanoi tu" nhieu nam Doanh nghiep da tien hanh cac hoat dong kinh doanh va khai thac thi trudng Phap tuf nhung nam 2000 va dat duqc nhung ket qua kha quan, song ben canh van rat nhieu nhung kho khan 105 toan bo nen kinh te' Tren co sb cac hoat dong to chuc phuc vu khach du lich quoc te co khach Phap se thuan tien va dam bao chat luqng hon + Ho tro Tong cue du lich Viet nam viec tao dieu kien thuan loi de co mot so diem cung cap thong tin du lich mien phi cho khach cudc te den Viet nam co khach du lich Phap tai cac dau moi giao thong, tai cac cua khau co nhieu khach du lich qua lai va b cac khu du lich ca nubc Hien mot nhung van de chua thuc hien tot cua du lich Viet nam la b chb chua cung cap thubng xuyen va da dang cac thong tin ma du khach tiem nang cung nhu du khach thuc te' can cho nhung chuyen du lich cua ho (Theo Pho Tong cu trudng Tong cuc du lich Viet nam Pham Tut, tra loi phong van VnExpress, thang 10/2005) 3.2.4.2 Hoi vdi Tong cue du lich Vbi tu cach la co quan quan ly vi mo dung dau quoc gia ve du lich tai Viet nam, vai tro cua Tong cuc du lich Viet nam la vo cung quan trong dinh hubng phat trien du lich cua quoc gia Nhung phuong hubng phat trien cua nganh Tong cuc phe duyet anh hubng den toan bo hoat dong kinh doanh du lich pham vi ca nubc cung nhu ke' hoach kinh doanh cua cac don vi kinh doanh du lich Do vay, thbi gian tbi, de dat duqc muc tieu chung nganh da de cho giai doan 2006 - 2010, cung nhu tao dieu kien cho cac doanh nghiep du lich hoan muc tieu rieng, hoc vien xin neu mot so kien nghi vbi Tong cuc du lich nhu sau: + Tang cudng cac hoat dong phoi hop lien nganh vdi cac linh vuc co lien quan nham thuc hien tot hon viec thu hut khach th cac thi trubng du lich gui khach diem co thi trubng Phap + Tang cudng cac hoat dong quang ba, xuc tien va cung cap thong tin ve du lich Viet nam tren pham vi rong de cac du khach quoc te' den tiem nang ndi chung va du khach Phap noi rieng cb the de dang cap nhat cac thong tin ve 106 cac diem du lich, ve gia ca, ve tinh hinh an ninh tai Viet nam cho cac quyet dinh di du lich cua ho + Ho tra cac doanh nghiep lit hanh tham gia thudng xuyen han cac hoi cha du lich quoc te, to chdc cac famtrip noi chung va doi vdi thi trudng gui khach Phap noi rieng de cac doanh nghiep lu hanh co the tham gia nham tang cudng kha nang giao luu hoc hoi va tim kiem cac doi tac nudc ngoai cho cac hoat dong kinh doanh cua cac doanh nghiep + Khdng ngdng md rong quan he hap tac ve du lich khu vuc va quoc te, bao gom ca thi trudng Phap, trien khai cac hiep dinh da ky ket dong thdi tao dieu kien cho cac doanh nghiep lu hanh quoc te' tai Viet nam tham gia vao cac moi quan he nay, nham day manh tien trinh hoi nhap du lich va nang cao vi the cua du lich Viet nam doi vdi du lich khu vuc va the' gidi + Pho'i hop vdi cac co quan chuc nang lien quan nham tang cudng cac hoat dong quan ly tai cac khu du lich, cac diem du lich dac biet la cac dia danh gan lien vdi ngudi Phap de dam bao moi trudng du lich an toan va than thien cho du khach noi chung va du khach Phap noi rieng 107 KET LUAN • Ngay tren pham vi toan the gidi, du lich da trd mot nhu cau mang tinh tat yeu khach quan ddi song van hoa - xa hoi cua ngudi Dong thdi hoat dong kinh doanh du lich cung dang phat trien manh me, da dang va phong phu, trd mot nhung nganh kinh te mui nhon nen kinh te nhieu quoc gia Hoat dong kinh doanh lu hanh, mot nhung linh vuc kinh doanh du lich, cung nam xu the phat trien chung cua nganh du lich the gidi Cac doanh nghiep lu hanh vdi vai tro la trung gian phan phoi cac san pham du lich, tao dieu kien thuc day hon nua su phat trien du lich va kinh doanh du lich tren pham vi toan the gidi De co the thuc hien to't chuc nang cua minh, mot nhung van de quan tam hang dau doi vdi cac doanh nghiep lu hanh la lam the' nao de xay dung va phat trien dupc mot mang ludi phan phoi hieu qua cho cac san pham du lich noi chung va cac san pham - chuong trinh du lich noi rieng Trong nhieu nam qua, thi trudng gui khach Phap luon dupc coi la mot nhung thi trudng du lich diem doi vdi du lich Viet nam Chi tieu lupt khach Phap hang nam den Viet nam dSn dau so' cac chi tieu tuong Ung doi vdi khu vuc thi trudng chau Au va luon nam so 10 chi tieu cao nhat so vdi tat ca cac thi trudng gui khach khac Bdi vay, lam the' nao de tri va phat trien hon nua vi tri cung nhu toc tang trudng doi vdi thi trudng giai doan tdi la van de khong chi nganh du lich quan tam, ma la moi quan tam chung cua rat nhieu cac doanh nghiep lu hanh co lien quan Cong ty TNHH Lu hanh Huong giang Ha noi la mot nhung doanh nghiep lu hanh co tham gia khai thac thi trudng gui khach Phap nhung nam gan day Vdi nhung ket qua dat dupc thdi gian co the khang dinh thi trudng gui khach Phap da va dang la thi trudng mang tmh chien lupc cua HG Travel Hanoi Trong thdi gian tdi, doanh nghiep xac dinh can phai 108 dau tu hon nua cho cac hoat dong nham tang cudng kha nang khai thac doi vdi thi trudng Chinh vi vay, mot nhung van de ma HG Travel Hanoi quan tam hien la phat trien he thong kenh phan phoi san pham - chuong trinh du lich tren co so mang ludi kenh phan phoi hien co doi vdi thi trudng Phap Can cd vao thuc trang tinh hinh kinh doanh noi chung cua HG Travel Hanoi va chinh sach phan phoi ma doanh nghiep dang ap dung Tren co so phan tich cac yeu to anh huong den hoat dong phan phoi doi vdi thi trudng Phap, dong thdi vdi cac phuong hudng va muc tieu de cho giai doan 2006 - 2010, hoc vien manh dan de xuat cac giai phap phat trien chinh sach phan phoi cua doanh nghiep doi vdi thi trudng gui khach Phap cho giai doan Hy vong luan van se dong gop duoc nhung giai phap huu ich cho hoat dong kinh doanh cua HG Travel Hanoi, gop phan phat trien du lich Viet nam tuong xung vdi tiem nang cua dat nudc 109 TAI LIEU THAM KHAO TIENG VIET PGS.TS Tran Minh Dao (2002), Giao trinh Marketing can ban, Nha xuat ban Giao due PGS.TS Nguyen Van Dmh, ThS Pham Hong Chuong (2000), Giao trinh Quan tri kinh doanh lit hanh, Nha xuat ban Thdng ke, Ha noi TS Truong Dinh Chien (2002), Quan tri Kenh marketing, Nha xuat ban Thdng ke, Ha noi Truong Dinh Chien, PGS.TS Nguyen Van Thudng (1996), Quan ly marketing, Nha xuat ban Thdng ke, Ha noi Pham Hong Chuong (2003), Khai thac vd md rong thi trudng du lich quoc te cua cac doanh nghiep lu hanh tren dia ban Ha noi, Luan an tien sy, Trudng Dai hoc Kinh te quoc dan, Ha noi Philip Kotler (2002), Marketing can ban, Nha xuat ban Thdng ke (ban dich) Philip Kotler (2002), Quan tri Marketing, Nha xuat ban Thdng ke (ban dich) TS Nguydn Van Manh, TS Pham Hong Chuong (2006), Giao trinh Quan tri kinh doanh lu hanh, Nha xuat ban dai hoc Kinh te quoc dan, Ha noi NguySn Van Manh (2002), Nhung giai phap nham phat trien kinh doanh du lich lu hanh tren dia ban Ha noi, Luan an tien sy, Trudng Dai hoc Kinh te quoc dan, Ha noi 10 Alastair M Morrison (1998), Marketing linh vuc lu hanh vd khach san, Nha xuat ban Quan doi, (ban dich) 110 11 TS Luu Van Nghiem (2001), Marketing kinh doanh dich vu, Nha xuat ban Thong ke 12 Luat du lich Viet nam (2005), Nha xuat ban Chfnh tri quoc gia 13 Website www.vnexpress.net 14 Website www.mof.gov.vn 15 Website www.vietnamnet.vn 16 Website www.vietnamtourism.gov.vn 17 Website www.marketingchienluoc.com TIENG ANH 18 Philip Kotler (2000), Marketing Management (10th edition - the Millionium), Prentice-Hall 19 Lou E Pelton, David Strutton, James R.Lumpkin (2002), Marketing Channels (2nd edition), R.R.Donnelley & Sons Company 20 Valarie A.Zeithaml, Mary Jo Bitner (2000), Service Marketing (2^ Edition), Tata Me Graw-Hill 21 Philip Kotler, John Bowen, James Makens (2003), Marketing for Hospitality and Tourism (3rd Edition), Prentice Hall PHU LUC • • Ill PHU LUC ■ TRUONG DAI HOC KINH TE QUOC DAN KHOA DU LICH & KHACH SAN ■ PHIEU TRUNG CAU Y KIEN (Danh cho cac doanh nghiep lu hanh ) Ha noi, thdng nam 2006 Kinh gui Ong (ba): Cong ty lu hanh: Vdi muc dich khoa hoc la tong ket kinh nghiem thuc tiAi doi vdi hoat dong kinh doanh lu hanh quoc te nhan khach noi chung va hoat dong phan pho'i san pham - chuong trinh du lich noi rieng cho cac thi trudng gui khach Phap va chau Au Kinh mong Qui vi giup chung toi cung cap cac thong tin cho cac noi dung phieu trung cau y kien Qui vi hay danh dau (V) vao cau tra ldi phu hqp vdi y kien cua minh: (Luu y: Qui vi co the lua chon nhieu han mot phuang dn tra ldi) Doanh nghiep cua Qui vi co hoat dong kinh doanh Id hanh quoc te nhan khach doi vdi thi trudng nao sau day? a PPap □ b Cac nuUc chau Au kkac □ c (Zac nuUc kkonn thhuc chau Au □ Doanh nghiep cua Qui vi sd dung he thong kenh phan phoi nao cho hoat dong kinh doanh ld hanh quoc te nhan khach tren? a He thong kenh phan phoi truc tiep □ b He thong kenh phan pho'i gian tiep □ c Ca hai he thong kenh ke tren □ Doi vdi he thong kenh phan phoi truc tiep (neu co), doanh nghiep cua Qui vi co nhdng hinh thdc nao sau day? a LLp van pphnn dai dien cca ddaan nnhiep t thi truUnn muc tieu □ 112 b Lap website cho khach co the dang ky true tiep mua san pham □ c Su dung luc luong ban hang true tiep □ d Cac hinh thuc khac(cu the ): Doanh nghiep cua Qui vi co y kien nhu the nao ve website cho thi trudng gui khach quan nhat cua doanh nghiep? a Nen su dung chung website bang tieng Anh cho tat ca cac thi trudng gui khach □ b Nen sir dung mot website vdi nhieu font chu cho cac thi trudng khac □ c Nen su dung mot website thiet ke rieng cho thi trudng bang tieng ban dia □ Doi vdi he thdng kenh phan phdi gian tiep (neu cd), doanh nghiep cua Qui vi su dung bao nhieu cap trung gian? a Mot cap □ b Hai cap □ c □ Tir ba cap trd len Doanh nghiep cua Qui vi tim kiem cac trung gian thdng qua hinh thuc nao? □ □ □ a Tham gia cac hoi chq du lich b Thdng qua cac mdi quan he san cd c Thdng qua cac cong ty mdi gidi chuyen nghiep d Cac hinh thde khac(cu the ): Doanh nghiep cua Qui vi cd xay dung he thong cac tieu chi tuyen chon cac vien kenh khdng?(Neh can tra ldi la cd xin tiep tuc vdi can 8, neu khdng xin chuyen sang can 9) a Co □ b □ Khong Doanh nghiep cua Qui vi thudng can cur vao tieu chi nao sau day tuyen chon cac vien kenh? a Uy tin va su ndi tieng cua ho □ b Chi phi cho ho la hop ly □ c Vi tri dia ly cua ho thuoc khu vuc thi trudng ma doanh nghiep dang muon khai thac □ d Cac tieu chi khac(cu the ): Doanh nghiep cua Qui vi cd xay dung he thong cac tieu chi de danh gia cac vien kenh khdng? (Neu cau trd ldi la cd xin tiep tuc vdi can 10, neu khdng xin chuyen sang can 11) a Co □ b Khdng □ 113 10 Khi danh gia hoat dong cua cac vien kenh, doanh nghiep ciia Qui vi thudng can cu vao cac tieu chi nao sau day? a Cac chi tieu ve doanh thu, luot khach □ b Miic hop tac viec thuc hien cac hoat dong marketing qua kenh □ c Miic hqp tac viec quan ly kenh □ d Mire nghiem tuc viec thuc hien cac cam ket hqp dong □ e Cac tieu chi khac(cu the): 11 Ddi vdi kenh phan phdi gian tiep, Qui vi cd cho rang can phai: a Quan ly toan bo he thdng kenh cho den tan khach hang cuoi cung □ b Quan ly hoat dong cua kenh den cac cap trung gian □ □ c Khdng can quan ly hoat dong cua kenh 12 Doanh nghiep cua Qui vi thudng tim hieu nhurng thdng tin gi doi vdi khach du lich den vdi doanh nghiep thdng qua cac kenh phan phoi true tiep? a Cac thdng tin cd lien quan den noi dung chuong trinh du lich □ b Cac thdng tin lien quan den chat luqng dich vu cua chuong trinh du lich □ c Cac thdng tin vd viec lam the nao de ho biet den san pham cua doanh nghiep □ d Cac thdng tin khac(cu the): 13 Doanh nghiep cua Qui vi thudng tim hieu nhung thdng tin gi doi vdi khach du lich den vdi doanh nghiep thdng qua cac kenh phan phdi gian tiep? a Cac thdng tin co lien quan den noi dung chuong trinh du lich □ b Cac thdng tin lien quan den chat luqng dich vu ciia chuong trinh du lich □ c Cac thdng tin ve viec lam the nao de ho biet den san pham cua doanh nghiep □ d Cac thdng tin khac(cu the): 14 Doanh nghiep cua Qui vi thudng su dung bien phap nao sau day de tim hieu each thuc ma khach du lich biet den va mua san pham cua minh? a Phat phieu trung cau y kien khach hang □ b Thu thap thdng tin til cac trung gian phan phdi □ c Thu thap thdng tin tir cac trudng doan khach □ 114 d Cacbien phap khac(cu the): 15 Doanh nghiep cua Qui vi thuung sir dung bien phap nao sau day de tim hieu mufc bna pha thi trunng can hp thong kenh phPn phoi hipn tai? a Thong qua vine thong he dia chi cua cCc du hhCch thuc te cua doanh nghinp duqc luu giu Guest Profile □ b Thong qua vinc thu thap thong tin th cCc trung gian phan phoi □ c CCc binn phCp hhCc(cu the): Hoc vien cao hoc NGUYEN TH( MAI SINH va KHOA DU L(CH & KHACH SAN cua trudng DAI HOC KINH TE QUOC DAN xin chan cam on su giup dd qui bCu cua ong (ba) Chung toi se gui het qua nghien chu d) ong (ba) tham hhao thdi gian sdm nhat co the 115 PHU LUC ■ TRUING dai hoc kinh te quoc dan KHOA DU LICH & KHACH SAN ■ PHIEU TRUNG CAU Y KIEN (Danh cho cac chuyen gia marketing va du lich) Ha noi, thdng nam 2006 Kinh girt dug (ba): Vdi muc dich khoa hoc la tim hieu ly luan vd viec van dung chinh sach phan phdi vao hoat dong kinh doanh lix hanh qudc te nhan khach tai Viet nam hien nay, kinh mong Qui vi cho biet cac thong tin co lien quan den nhiing noi dung phieu trung cau y kien sau Qui vi hay danh dau (a/) vao cau tra ldi phu hqp vdi y kien cua minh: (Litu y: Qui vi co the lua chon nhieu han mot phuang an tra ldi) Xin Qui vi cho biet nen sir dung he thdng kenh phan phdi nao sau day cho hoat dong kinh doanh lur hanh quoc te nhan khach cua cac doanh nghiep lur hanh tai Viet nam? a He thdng kenh phan phdi true tiep □ b He thdng kenh phan phdi gian tiep □ c Ca hai he thdng kenh ke tren □ Ddi vdi he thong kenh phan phdi true tiep, xin Qui vi cho biet nen cd nhurng hinh thurc nao sau day? a Lap van phong dai dien cua doanh nghiep tai thi trudng muc tieu □ b Lap website cho khach co the dang ky true tiep mua san pham □ c Sir dung luc luqng ban hang true tiep d Cac hinh thde khac (cu the): □ 116 Qui vi co y kien nhu the nao ve website cho thi truing muc tieu quan nhat cua doanh nghiep lu hanh? a Nen su dung chung website bang tieng Anh cho tat cacac thitrudng gui khach □ b Nen su dung mot website vdi nhieu font chu cho cac thitrudng khac □ c Nen su dung mot website thiet ke rieng cho thi trudng bang tieng ban dia □ Doi vdi he thong kenh phan phoi gian tiep, xin Qui vi cho biet nen su dung bao nhieu cap trung gian la thich hop? b a Mot cap Hai ca'p □ c Th ba ca'p trd len □ Xin Qui vi cho biet cac doanh nghiep nen tim kiem cac trung gian thong qua hinh thuc nao sau day? a Tham gia cac hoi cho du lich □ b Thong qua cac moi quan he san co □ c Thong qua cac cong ty moi gidi chuyen nghiep □ d Cac hinh thuc khac(cu the): Qui vi co cho rang doanh nghiep nen xay dung he thong cac tieu chi tuyen chon cac vien kenh khong?fVei< co xin qui vi tra ldi tiep cau 7, neu khong xin chuyen sang cau 8) a Co □ b Khong □ Qui vi cho rang doanh nghiep nen can cu vao tieu chi nao sau day tuyen chon cac vien kenh? a Uy tin va su noi tieng cua ho □ b Chi phi cho ho la hop ly □ c Vi tri dia ly cua ho thuoc khu vuc thi trudng ma doanh nghiep dang muon khai thac □ d Cac tieu chi khac(cu the): Qui vi co cho rang doanh nghiep nen xay dung he thong cac tieu chi de danh gia cac vien kenh khong? (Neu co xin qui vi tra ldi tiep cau 9, neu khong xin chuyen sang cau 10) a Co □ b Khong □ Qui vi cho rang doanh nghiep nen can cu vao cac tieu chi nao sau day danh gia cac vien kenh? 117 a Cac chi tieu ve doanh thu, luot khach □ b Mu’c hop tac viec thuc hien cac hoat dong marketing qua kenh □ c Mu’c hop tac viec quan ly kenh □ d Mu’c nghiem tuc viec thuc hien cac cam ket hop dong □ e Cac tieu chi khac(cu the): 10 Doi vdi kenh phan phoi gian tiep, Qui vi co cho rung can phai: a Quan ly toan bo he thong kenh cho den tan khach hang cuoi cung □ b Quan ly hoat dong cua he thong kenh den cac cap trung gian □ c Khong can quan ly hoat dong cua kenh □ 11 Qui vi cho rdng doanh nghiep can tim hieu nhung thong tin gi doi vdi khach du lich den vdi doanh nghiep thong qua cac kenh phan phoi truc tiep? a Cac thong tin co lien quan den noi dung chuong trinh du lich □ b Cac thong tin lien quan den chat luong dich vu cua chuong trinh du lich □ c Cac thong tin ve viec lam the nao de ho biet den san pham cua doanh nghiep □ d Cac thong tin khac(cu the)- 12 Qui vi cho biet ddoah nghiep c an tint hieu nhunn t hong t in gi doi vdi kkach dd I ich den vdi doanh gghipp thong qua ccc kenh phan phoi giCn tiep? a Cac thong tin co lien quan den noi dung chuong trinh du lich □ b Cac thong tin lien quan den chat luong dich vu cua chuong trinh du lich □ c Cac thong tin ve viec lam the nao de ho biet den san pham cua doanh nghiep □ d Cac thong tin khac(cu the): 13 Quy vi cho biet ccc doanh nghiep nen su dung bien phCp nao sau day de tim hieu ccch thiic ma khCch du lich biet den va mua san pham cua doanh nghiep? a Thong qua viec phat phieu trung cau y kien khach hang □ b Thong qua viec thu thap thong tin td cac trung gian phan phoi □ c Thong qua viec thu thap y kien cua cac trudng doan khach d Cac bien phap khac(cu the): □ 118 14 Qui vi cho biet doanh nghiep nen sir dung bien phap nao sau day de tim hieu mure bao phu thi trudng cua he thdng kenh phan phdi hien tai cua doanh nghiep? a Thong qua viec thdng ke thdng tin ve dia chi cua khach ma doanh nghiep luu giu Guest Profile □ b Thdng qua viec thu thap thdng tin tir cac trung gian phan phdi □ c Cac bien phap khac(cu the): Hoc vien cao hoc NGUYEN THI MAI SINH va KHOA DU LICH & KHACH SAN cua trudng DAI HOC KINH TE QUOC DAN xin chan cam on su giup qui bau ciia Qui vi