Nâng cao năng lực cạnh tranh của tổng công ty đầu tư và phát triển nhà hà nội

LOI CAM ON Trong qua trinh ngliien ciru xdy dung lucin van "Nang cao ndng lire canli tranh cua Tong cong ty Dau tic vd That trien nhd Ha Noi" toi da nhdn dwac sir giiip da nhiet tinh cua cdc Thdy Co Khoa Ly lucin chinh tri Bq mon Nhwng nguyen ly co' ban cua dm nghia Mac - Le Nin PGS TS Dao Thi Phwang Lien Truong khoa ly lucin chinh tri Lanh duo vd cdc dong ngliiep a Cong ty CP Dau tw vd Phdt trien nhd Hd Noi so 52, Tong cong ty Dau tw vd Phdt trien nhd Hd Noi vd gia cTinli Toi xin chan thimh cam on! LO’I CAM DOAN Toi cam doan day la cong trinh nghien crni cua rieng toi Cac so lieu, ket qua neu luan van la trung thoc va chua tong duoc cong bo bat ky cong trinh nao khac Tdc gid luan van Hoang Van Tuyen MUC LUC LO'I CAM ON LO'I CAM DOAN DANH MUC BANG, SO DO TOM TAT LUAN VAN MO DAU Chuong 1: CO SO LY LUAN VA KINH NGHIEM THUG TIEN VE NANG CAO NANG LUC CANH TRANH CUA DOANH NGiHEP 1.1 Nhifng van de co’ ban ve canh tranh va canh tranh ciia Doanh nghiep 1.1.1 Khai niem va phan loai canh tranh 1.1.2 Vai tro cua canh tranh nen kinh te 1 1.1.3 Canh tranh cua doanh nghiep 13 1.2 Nang luc canh tranh cua doanh nghiep 19 1.2.1 Khai niem va su can thiet phai nang cao nang luc canh tranh cua Doanh nghiep 19 1.2.2 Tieu chi danh gia nang luc canh tranh cua Doanh nghiep 24 1.2.3 Cac nhan to anh huong den nang luc canh tranh cua doanh nghiep 29 1.3 Kinh nghiem nang cao nang luc canh tranh cua mot so doanh nghiep xay dung va kinh doanh bat dong san .40 1.3.1 Kinh nghiem cua Tap doan Phat trien nha va thi (HUD) 40 1.3.2 Kinh nghiem cua Tap doan Nam Cuong 43 1.3.3 Kimh nghiem cua Cong ty CP Song Da - Thang Long 46 1.3.4 Bai hoc rut cho Tong cong ty Dau tu va Phat trien nhaHa Noi 50 Chuong 2: THUC TRANG NANG LUC CANH TRANH CUA TONG CONG TY DAU TU’ VA PHAT TRIEN NHA HA NOT 51 2.1 Gioi thieu chung ve Tong Cong ty Dau tu va Phat trien nha Ha Noi 51 2.1.1 Qua trinh hinh va phat trien cua Tong cong ty 51 2.1.2 Su menh va phuong cham hanh dong cua Tong Cong ty’ Dau tu va Phat trien nha Ha Noi 54 2.2 Hien trang nang luc canh tranh cua Tfing cong ty Dau tu va Phat trien nha Ha Noi 57 2.2.1 Co cau to chuc cua Tong cong ty 57 2.2.2 Nang lcc tai chinh cua Tong cong ty 58 2.2.3 Nang lu'e tViet bi cong ngVn cua Tong cong ty 60 2.2.4 Nguon chan luc cua Tong cong ty 63 2.2.5 Ve nang luc canh tranh gan pham va thi phan cua HANDICO: 64 2.2.6 Ket qua dat dooc thoi gian qua cua Tong cong ty .66 2.2.7 NVimg dong gap cua Tong cong ty cho Nha nodc va xa hoi 69 2.2.8 Nhung co hoi vvt thacli there cua Tong cong ty- Dau ttr va Phat trien nha Ha Noi 69 2.3 Danh gia chung ve thyc trang nang lye canh tranh cua Tong cong ty' dan tu va phat trien nha Ha Noi 73 2.3.1 NVung ket qua da dat dooc 73 2.3.2 NVung han che va cguyen nhan cua nVucg han clie 75 Chuong 3: DINH HUONG VA CAC GIA! PHAP GO BAN NHAM NANG CAO NANG LUC CANH TRANH CUA TONG CONG TY DAU TU VA PHAT TRIEN NHA HA NOI 77 3.1 Dinh huo’ng nang cao nang luc canh tranh cua Tong cong ty Dan tu va Phat trien nha Ha Noi 77 3.1.1 Cac quan diem phat trien 77 3.1.2 Tam nhic va muc tieu phat trien cua Tong Cong ty Dau to va Phat trien nha Ha Noi 79 3.2 Cac giai phap co- ban nham nang cao nang lyc canh tranh cua Tong Cong ty Dan tu va Phat trien nha Ha Noi 84 3.2.1 Giai ppap phan thien mo h inn vv coc au u o c hue c uu Tong c ong ty 84 3.2.2 Giai phhp t c hint vv avu ydog^ v c ua Tvog coog C y 95 3.2.3 Giai ppVp pdu u u rhiet bi va ppht trien cdog n gVe 97 3.2.4 Giai ppvp ppvt trien ngvon nCva uc 99 3.2.5 Giai phap hVPt trien thi troong va da dang hoa linV vuc cvccV cglie kinV doanh 103 3.2.6 Giai ppvp paa ducg v C va dvang v ghtvp 107 3.2.7 Giai ppvp ppvt trien t hvocg Vien HHNDICO 108 3.2.8 Giai pVap khac 114 KET LUAN 117 TA! LIEU THAM KHAo 119 DANH MUC BANG, SO DO Sa 1: To choc cua Tong cong ty 52 Bang 2.1: Ket cau tai san va nguon von 58 Bang 2.2: Met so chi tieu tai chinh tong quat 59 Bang 2.3 Tom tat mot so chi tieu tren bang can doi ke toan tu nam 2007 - 2010 60 Bang 2.4: Tinh hinh dau tn tai gan co dinh nam 2008-2010 Bang 2.5: Tinh hinh lao dong cua Tong Cong tv irong nam 2007 - 2010 64 Bang 2.6: Cac chi tieu dat duo'c giai doan 2004- 2009 67 Bang 2.7: Cac khoan nop ngan gach va dong gop cho cac hoat dong xa hoi cua 62 Tong cong ty 69 Bang 3.1: Cac chi tieu phat trien cu the theo lo trinh qua cac nam nhn gau: 82 TRl/ONG DAI HOC KINH TE QUOC DAN B ■ £0£0Og8G8 HOANG VAN TUYEN NANG GAO NANG LUC CANH TRANH « ■ CUA TONG CONG TY DAU TUVA PHAT TRIEN NHA HA NOI ■ CHUYEN NGANH: KINH TE CHINH TRI TOM TAT LUAN VAN THAC SY • HA AOI, VAM 2011 • PHAN MO DAU Tinh cap thiet cua de tai Trong nen kinh te thi trudng canh tranh la mot tat yen cua quy luat kinh te Dac biet la Viet Nam da nhap to chuc thuong mai quoc te WTO, hoi nhap quoc te cang sau rong Tong cong ty dau tu va Phat trien nha Ha Noi phai lam gi de nang cao nang luc canh tranh co che thi trudng cang nhieu doi thu canh tranh nang kv ca nude va nudc ngoai tham gia linh vuc dau tu bat dong san tai Ha Noi va cac tinh ca nudc Chinh vi vay toi chon de tai nghien cuu " Nang cao nang luc canh tranh cua Tong cong ty dau tu va phat trien nha noi" HANDICO long quan nghien ciru Da co nhieu tac gia da nghien cuu nang cao nang luc canh tranh cua doanh nghiep nhung nghien cuu ve nang luc canh tranh cua Tong cong ty Dau tu va Phat trien nha Ha Noi thi chua co mot tac gia nao de cap Tu goc chuyen nganh Kinh te - Chinh tri luan van da nghien cuu goc nhin tong quan ve dinh hudng chien luoc viec nang cao nang luc canh tranh cua doanh nghiep xay dung va kinh doanh bat dong san dieu kien hien Muc dich nghien cuu Tu nghien cuu ly luan co ban tim hieu thuc tien nang luc canh tranh cua tong cong ty Dau tu va Phat trien nha Ha Noi viec cung cap cac san pham xay dung va nha o tu de xuat nhung dinh hudng xay dung chien luoc canh tranh cho Tong cong ty Doi tu ■ong va pham vi nghien cuu - Doi tuong nghien cuu cua de tai: nhung van de lien quan den ly luan va kinh nghiem thuc tien ve nang luc canh tranh cua doanh nghiep tu van dung chung vao Tong cong ty HANDICO - Pham vi nghien cuu: Tong cong ty Dau tu va Phat trien nha Ha Noi va cac don vi co cung san pham o viet nam Phuong phap nghien cuu Tac gia dung phuong phap vat bien chung va vat lich su la phuong phap nghien cuu chu dao cua de tai Ngoai luan van su dung phuong phap he thong hoa va khai quat hoa thong ke so sanh phan tich thuc chung bang bieu va mo hinh hoa Nhung dong gop cua luan van Khao sat he thong danh gia thuc trang nang luc canh tranh cua doanh ii nghiep tu dua de xuat cac giai phap co ban nham nang cao nang luc canh tranh cua Tong cong ty Dau tu va Phat trien nha Ha Noi Ket can luan van Ngoai phan mo dau phan ket luan tai lieu tham khao va phu luc luan van duoc chia lam chuong: Chuang Ca so ly luan va kinh nghiem thuc tien ve nang luc canh tranh cua doanh nghiep Chuang Thuc trang nang luc canh tranh cua Tong cong ty Dau tu va Phat trien nha Ha Noi Chwang Dinh huong va cac giai phap co ban nham nang cao nang luc canh tranh cua Tong cong ty Dau tu va Phat trien nha Ha Noi CHUONG1 CO SO LY LUAN VA KINH NGHIEM THUC TIEN • • • VE NANG CAO NANG LUC CANH TRANH CUA DOANH NGHIEP LI Nhfrng van de co’ ban ve nnng lyc canh tranh cua doanh nghiep 1.1.1 Khdi niem vd phan loai canh tranh Khai niem- canh tranh da duoc xa hoi loai ngudi nhac den rat lau song ” canh tranh la gi " thi den van chua co thong nhat ve khai niem Theo to chuc hop tac va phat trien kinh te OECD thi canh tranh la " Canh tranh la kha nang cac doanh nghiep nganh quoc gia va vung tao viec lam va thu nhap cao hon dieu kien canh tranh quoc te “ Dua tren tinh chat canh tranh tren thi trudng ngudi ta phan loai cac hinh thuc canh tranh khac Nhu canh tranh hoan hao canh tranh khong hoan hao canh tranh doc quyen doc quyen tap doan Tren thi trudng co canh tranh giua ngudi ban va ngudi mua canh tranh giua nhung ngudi mua voi canh tranh giua nhung ngudi ban voi canh tranh hang hoa ve kieu dang mau ma chat luong va phuong thuc ban hang hoac su canh tranh giua cac doanh nghiep co cung nganh hang san pham hoac su canh tranh de dich chuyen co cau nganh hang tren thi trudng Vai tro cua canh tranh nen kinh te Trong nen kinh te thi trudng canh tranh dong mot vai tro het suc quan no la dong luc thuc day qua trinh luu thong cac yeu to san xuat no tac dong va dieu chinh ket cau nganh ket cau lao dong la don bay qua trinh luan chuyen von phan phoi loi nhuan giua cac nganh canh tranh cac doanh nghiep tao dong luc toi da hoa loi nhuan iii 1.1.2 Nhung han che Ben canh nhung uu diem tich cuc ma canh tranh mang lai cho nen kinh le canh tranh cung gay rat nhieu tac dong tieu cuc nhu dao thai khong khoan nhuong co nhung thu doan gian tan tinh trang ca lon nuot ca be gay anh hudng khong nhd cho xa hoi nhu gia tang nan that nghiep mat on dinh xa hoi 1.1.3 Canh tranh doanh nghiep Muc tieu cua canh tranh doanh nghiep la gianh giat loi the kinh doanh thu hut khach hang tranh gianh thi phan chi tieu ve toi nhuan chinh la tieu chi cuoi cung phan anh ket qua cua canh tranh doanh nghiep 1.2 Nang luc canh tranh cua doanh nghiep 1.2.1 khai niem va sir can thiet phai nang cao nang lnc canh tranh cua doanh nghiep Nang luc canh tranh cua doanh nghiep la "kha nang ton tai tri hoac tang loi nhuan chiem linh thi phan tren thi truong cua cac gan pham dich vu cua doanh nghiep Trong xu the hoi nhap kinh te quoc te nhu hien van de co tinh quyet dinh la moi doanh nghiep phai nhan thuc day du luon luon nang cao nang luc canh tranh cua minh gan gang nam bat lay co hoi de vuon len ton tai va phat trien ben vung 1.2.2 Tieu chi danh gia nang lnc canh tranh cua doanh nghiep Co rat nhieu tieu chi de gu dung danh gia nang luc canh tranh cua doanh nghiep nhung de danh gia tuong doi day du va gat thuc ve nang luc canh tranh cua doanh nghiep la: thuong hieu thi phan chi phi gan xuat tv guat loi nhuan 1.2.3 Cac nhan td anh hudng den nang lnc canh tranh cua doanh nghiep Nang luc canh tranh cua doanh nghiep duoc coi la gu phan dau ben bi va lau dai cua doanh nghiep No la ket qua cua rat nhieu hoat dong thuc tien duo thuc hien theo mot chien luoc canh tranh da de va phu thuoc vao nhung nhan to ben va bon ngoai doanh nghiep 1.3 Kinh nghiem nang cao nang lire canh tranh ciia mot so doanh nghiep xay dung va kiah Oanah baS dogg sag Qua khao gat danh gia mot go doanh nghiep da cong tren thi truong Viet Nam ve xay dung va kinh doanh bat dong gan tu rut nhung bai hoc quv bau cho Tong cong ty Dau tu va Phat trien nha Ha Noi hoc tap xay dung chien luoc canh tranh gat voi thuc te phu hop voi quy luat khach quan cua thi truong Nhung doanh nghiep khao gat nghien cuu danh gia la Tap doan HUD; tap doan Nam Cuong va cong ty co phan Song Da - Thang Long 107 trirdng Voi muc tang nhu hien va dir bao tuong lai den nam 2015 vdn dau tir cua cac Cong ty cd phan se tang len khoang 2.5 den lan so vdi thdi diem hien tai Dir kien den nam 2015 tong von cua Tong cong ty Dau tir va Phat trien nha I la Noi dau tir se lang len gap lan so voi hien 3.2.6 Giai phap xay dung vdn hoa doanh nghiep Tong cong ty Dau tir va Phat trien nha Ha Noi chu dong, tich cue xay dung va hoan thien cac gia tri van hoa vdi phuong chain kinh doanh la "HANDICO vung birdc cung thdi dai" Xac dinh cac gia tri van hoa dien hinh va cot loi cua Tong cong ly HANDICO mot yeu to then chot de xay dung mot Tong cong ty manh co ban sac rieng Xay dung mot Tong cong ty mang dam ban sac va cac net rieng cd cua Ha Noi de de nhan dien mot HANDICO cua Ha Noi khac han vdi cac Tong cong ty xay dung va kinh doanh bat dong san khac cua Bo xay dung Trong cac gia tri van hoa cot loi nhir de cao linh than trach nhiem linh chuyen nghiep va hieu qua tinh than hop tac va chia se v.v se la co sd cho moi hanh vi lam viec va hanh dong mdi ngudi tirng doanh nghiep va ca Tong cong ty Tren co sd nhung gia tri van hoa cot loi cua mot doanh nghiep ldn Nhung dinh hudng gia tri van hoa ldn de cd cac hanh vi chuan muc se la: -Cd trach nhiem cao ddi vdi cong viec vdi dong -Tri thirc va hieu biet thirc hien cong viec va giai quyet cac van de phat sinh kinh doanh mot each hop ly nhat tren nghiep vdi doanh nghiep va vdi khach hang.co sd cd trinh cao cd ky nang va phong each lam viec chuyen nghiep -Sang tao va luon cap nhat kien thirc ky nang mdi de khong ngung phat trien ca nhan mdi ngudi tao tien de cho sir phat trien chung cua ca mot to chuc ldn -Chu dong va tir giac cong viec Cac gia tri van hoa tren co dupe mot phan tir truyen thong phat trien ciia Tong cong ty de dap ling ddi hoi ciia mdi trudng kinh doanh mdi ddi vdi moi ngudi doanh nghiep Nhung gia tri can dupe thong nhat trd gia tri chung bieu hien tai mdi ngudi tirng vi tri lam viec va cong tac khac Xay dung cac tieu chi va gia tri van hoa tren la mot qua trinh ddi hoi Tong cong ty can cd nhung 108 thay doi ca ve nang lire trinh ngudi lao dong, vd co cdu td chirc bo may quan ly (nhu phan cap manh lion) va vd chien luoc kinh doanh nhdt la co duoc tdm nhin chung cua moi can bo cong nhan vien toan Tdng cong ty vd tridn vong cua long cong ty tuong lai ludn la doanh nghiep hang dau la su lua chon so tren thi trudng 3.2.7 Gidiphap phat trien thuong hieu HANDICO Phat trien thuong hieu la de tang cuong va cung cd thuong hieu cua Tdng cong ty moi ITnh vuc kinh doanh Trong nhung dieu kien bdi canh mdi chien luoc dau tu phat tridn thuong hieu HANDICO edn duoc hoach dinh theo cac ndi dung tarn sau: * Xac lap he thong cau true va muc tieu dau tu cho mdt thuong hieu HANDICO chung tren co' sd tri lie thong thuong hieu phuc hop cua l ong cong ly nhu hien tai (Tdng cong ty vira su dung thuong hieu HANDICO cd tinh each thuong hieu true dong thdi cac Cong ty lai phat trien cac thuong hieu nhanh cho cac nganh hang va cac san pham cua minh) He thong thuong hieu HANDICO bao gom thuong hieu cua cong ty me - Tong cong ty HANDICO ITnh vuc xay dung va dau tu kinh doanh bat dong san va cac Cong ty vd tinh kinh doanh cac nganh hang khac tren co' sd phu hop hinh thuc sd huu cua cac cong ty tuan thu dung quy dinh cua luat phap Viet Nam v a quoc td vd luat sd huu tri tue * Tang cuong dau tir cho lie thong nhan dien thuong hieu tiep tuc dau tu cho chat luong (bao gom cho ca sd luong) hang hoa va dich vu theo lieu chi vuot troi so \ di cac doanh nghiep cung nganh khac Tiep tuc phat trien va cung cd hinh anh cua thuong hieu HANDICO tai thi trudng Ha Ndi va thi trudng ca nude, thong nhat dang ky su dung va day manh quang ba thuong hieu khu vuc va quoc td Tao mot hinh anh thuong hieu HANDICO nang dong - uy tin cam ket vd chat luong hang hoa dich vu cung ung thi trudng ton loi ich cua ddi tac va quyen loi cua ngudi tieu dung, dua tren nen tang phat trien ben vung * Uu tien phat tridn ngudn nhan luc de tirng budc hinh hanh doi ngu chuyen gia doi ngu can bo quan tri dau tu phat trien thuong hieu chuyen nghiep: xay dung doi ngu nhan vien chuyen nghiep van minh duoc dao lao phu hop yeu cau hien dai Do la mot yeu to can ban nhat tao dung va tri thuong hieu mot each ben vung 109 De trien khai thuc hien chien luoc phat trien thuong hieu HANDICO cua Tdng cong ty dau tu vd Phdt trien nhd Hd Noi can dp dung cdc bien phdp sau day * Nang cao thong nhat nhan thuc va tam nhin dai han ve dau tir phat trien thirong hieu: - Lanh dao Tdng cong ty can co sir danh gia cao hon nua ve tai san thuong hieu xem xet tam nhin kinh doanh phai di cung vdi tam nhin thuong hieu qua cam ket theo dudi chien luge dau tir cho thuong hieu Sir nhat quan nhan thuc cung nhu chi dao dieu hanh la yeu to rat quan tao dieu kien tap trung nguon nhan lire cho cong tac dau tu phat trien thuong hieu HANDICO di theo quy dao nham dat dugc hieu qua cao nhat dau tu - Viec dau tu phat trien thuong hieu I IANDICO tai Tong cong ty ddi hoi phai co tam nhin chien luoc dai han dirge cu the hda nhung tuyen bd mang tinh din’n hudng nhat quan cac boat dong dau tir - De quan tri va phat trien thuong hieu Tong cong ty nhat thiet phai cd mot bo phan vdi ddi ngu chuyen nghiep de chi dao trien khai va phoi hgp cac hoat dong dau tir dong bd thong nhat theo mot quy dao duoc hinh bdi chien luoc cung nhu chien thuat dau tir theo tirng thdi ky cho phu hop Dong thdi cac cong ty vien cung phai lap bo phan chuyen trach bao gom cac chuyen vien co kien thirc ve thuong hieu de phoi hop va true tiep trien khai nhung ke hoach dau tu cho thuong hieu * Tang cuong dau tu nang cao chat luong va sir khac biet ciia cac cong trinh: Xay dung va hoan thien bo tieu chuan chat luong (quy each san pham) rieng co cua kdng cong ty tren co sd bo tieu chuan chat luong Viet Nam ve cong trinh xay dung thi va khu cong nghiep ket hgp vdi lie thong tieu chuan cua nude phat trien khu vuc * Hoan thien lie thong nhan dien thuong hieu HANDICO thong qua mang ludi cac cong trinh xav dung cua Tdng cong ty: Ddi vdi cac cong trinh HANDICO lam chu dau tir: mot khong gian bd cue dac trung rieng cd cac cong trinh xav dung ciia 110 HANDICO (hinh to hop dich vu cung cap cac tien ich khac ngoai nha d va cac khu cong nghiep la cac san pham dich vu khac theo chu trinh khep kin phu hop vdi dac diem cua vi tri dir an tao nhung thi mang dam net rieng co cua HANDICO cua Ha Noi - Lam noi bat cac yeu to dac trung nhan dien thuong hieu thong qua dau tu cac bien bao co logo, bieu tuong bien hieu bao gia treo tai cac cong trinh theo mot mau thiet ke thong nhat (chat lieu bo cue mau sac v.v.) dam bao tuan theo tieu chuan chung cua toan lie thong - Xay dung diem tiep xue thuong hieu de gan ket vdi ngudi tieu dung Tong cong ty can phai lien tuc dao tao cac ky nang va phong each lam viec chuyen nghiep cho doi ngu cong nhan va ky su cong trinh theo mot chuong trinh thong nhat co tinh chuyen nghiep Cong tac dau tu can chu (rong den viec thiet ke trang bi dong phuc va cd nhung quy tac haul; vi lam viec thong nhat tren pham vi toan Tong cong ty Ddi vdi cac cong trinh ma cac don vi vien cac cong ty cua Tong cong ty lam chu dau tu can: - Tao str nhan biet dong nhat he thong va dau hieu phan biet ddi vdi cac cong trinh de khang dinh day la san pham cua IANDICO Trong can tao nhung co sd de cd the phan biet rd cac cong trinh cua Tong Cong ty va cac don vi vien xay dung khac Tong Cong ty HANDICO vdi cac cong trinh cua cac doanh nghiep xay dung khac tren thi trudng Day la dieu rat quan trong quan ly thuong hieu - Dau tu hd tro' cac don vi vien dao tao cong nhan lanh nghe vdi phong each lam viec chuyen nghiep van minh theo phong each rieng cd cua HANDICO + Day manh cong tac dau tir quang ba hinh anh thuong hieu tren cac phuong tien truyen thong * Dau tir cho cdc boat dong truyen thong tinh: Vdi mot chien liroc thuong hieu duoc vach dai han Tong cong ty co the to chuc dau tu tat ca cac tai lieu truyen thong tinh cua minh mot each he thong, thco nhung nhdm chuyen tai thong tin gan ket vdi mot each thong nhat va logic Hoat dong dau tir truyen thong tinh bao gom: - I hiet ke dau tu cac dimg thiet va thiet bi van phong lam viec toan he thong - Dau tu thong nhat he thong kien true tang the hien thuong hieu cua Tong Cong tv - Dau tu vao trang phuc va bao ho lao dong, trang thiet bi noi lam viec cho cong nhan lam viec tai cac cong trinh nham tao mot khong lam viec chuyen nghiep, net van hoa rieng co mang ban gac thuong hieu HANDICO - Trien khai quang ba quang cao tren cac truc duong quoc lo ldn de tang them co hoi va dieu kien cho gu nhan dien thuong hieu cua Tong cong tv * Dau tir cho cdc boat dong truyen thong dong: Song gong vdi cac hoat dong truyen thong tinh, phai tien hanh cho loai truyen thong dong Cong tac tang cuong dau tu cho hoat dong truyen thong dong bao gom: - Dau tu he thong tai lieu gidi '.hieu gan pham chung cho cac khach hang de tang cuong gu hieu biet cua khach hang ve cac gan pham cua HANDICO va cung la de khach hang co gu phan biet, go ganh vdi gan pham dich vu cua cac doanh nghiep khac nham khang dinh chat luong gan pham ma Tong cong ty HANDICO cung cap - Dau tu quang cao ldn (pano) tren nhung vi tri quang ba thuan tien (khu vuc kinh te ldn tap trung, ben cang, cac truc lo huyet mach cua nen kinh te v.v.) - Dau tu thiet ke lai noi dung cua trang Web theo mot bo cuc chat che giao dien "than thien" de dang truy cap thong tin can thiet quang ba ve doanh nghiep va thuc hien cac tien ich phuc vu khach hang truc tuyen nhu giai dap tu van lua chon va gu dung gan pham mot cach huu ich nhat - Day manh dau tu’ quang ba hinh anh Tdng cong ty tren cac phuong tien thong tin dai chung nhu truyen hinh, radio, bao giay-dien tu cac tap chi thuong mai - Tham gia quang ba tai cac hoi cho thuong mai, gidi thieu gan pham nganh hang ma Tong Cong ty HANDICO tham gia cung cap * Dau tw cho cdc boat dong quan he cong chung: - Tang cuong dau tu quan he bao tri va cac chuong trinh truven thong nhu viet cac bai bao, lam cac phong gu tren truven hinh, truyen thanh, td chuc cac cuoc phong 112 van tu van tieu dung cho khach hang Tai cac thdi diem nhay cam lien quan den hoat dong kinh doanh thu hut su chu v cua cong chung can td chuc hop bao de chuyen tai cac thong tin can thiet ve noi dung, ban chat cua cac su kien qua nang cao hinh anh cua Tong cong ty - To chuc tdt cac su kien quan lien quan den qua trinh phat trien cua Tong cong tv nhu : ky nien ldn, khai truong hoat dong cua cac doanh nghiep, cac cong trinh v.v - Dau tu cho ca cac hoat dong tai trp cong dong de tang them anh hudng va phat trien quan he de tao dung hinh anh cua doanh nghiep - Dau tu cho ca cac hoat dong phi thuong mai truc tiep vdi khach hang nhu: to chuc hoi nghi khach hang, dau tu cac chuong trinh huan luyen ho trp cho khach hang, khao sat lay y kien dang gia ve san pham phong cach phuc vu, tien l'ch dupc cung cap cua Tong cong ty e Tang cudng ckru tu bao vie thuong hieu HANDICO -Dau tu dang ky nhan hieu hang hoa tai cac thi trudng noi Tong cong ty dang co quan he giao dich kinh doanh va nhung du an tuong lai gan theo chien lupc kinh doanh Tong cong ty dang hudng tdi -Trien khai ky ket cac hpp dong su dung thuong hieu giua Tong cong ty va cac Cong ty vien, bao gom ca cac cong tv da dupc co phan hoa ma Tong cong ty nam quyen chi phoi Dau tu cho cong tac se la co sd de cac cong ty co du tu cach phap ly viec khieu nai, kien nghi co quan quan ly nha nudc xay cac tranh chap lien quan den quyen sd huu nhan hieu hang hoa Dong thdi day cung la bien phap tang cudng y thuc trach nhiem giu gin va bao ve thuong hieu tai cac cong ty vien hoat dong kinh doanh cua minh doi vdi cac don vi vien -Thudng 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, tao dam cac khoa huan luyen ve luat sd huu tri tue ban quyen su dung nhan hieu hang hoa cac co quan chuc nang Nha nudc td chuc, hoac cho thue cac chuyen gia ve linh vuc tu van dao tao cho chuyen vien phu trach quan tri van de tai Tong cong ty 113 -Xay dung quy che su dung thuong hieu qua thong nhat logo toan Tong cong ty Cac don vi vien HANDICO phai su dung logo, thuong hieu cua HANDICO va co thuong hieu rieng cua minh theo quy che su dung thuong hieu Thuong hieu cua HANDICO va cac don vi vien co the duoc luong hoa tien de chuyen von gop vao von dieu le cua cac don vi vien hoac hinh thuc khac tren co so ky ket hop dong su dung thuong hieu nhung khong trai vdi cac quy dinh cua phap luat -Trong chien luoc marketing tong the cua HANDICO Tong cong ty can phai xac dinh ro chien luoc chiem linh thi trudng cua doanh nghiep: tap trung vao mot doan thi trudng, bao phu toan bo thi trudng hay chon loc mot so doan thi trudng, thi trudng muc tieu ngan han va dai han cua doanh nghiep Viec xac dinh chien luoc sc giup Tong cong ty co co sd’ de phan tich hinh anh thuong hieu hien co cua doanh nghiep, vi tri cua thuong hieu tam tri khach hang v.v -Tong cong ty can thue cong ty tu van (nen thue cong ty tu van nudc ngoai) hoac ket hop vira lam vua thue tu van ben ngoai Tuy nhien, cho du Tong Cong ty thue tu' van ben ngoai thi ban than doanh nghiep - ngudi dung dau Tong cong ty HANDICO va toan the can bo nhan vien Tong cong ty phai hieu ve thuong hieu va cic hoat dong nham gop phan phat trien thuong hieu -Xae dinh loi ich cot loi de dinh vi thuong hieu dua tren su phan tich diem manh, dicm yeu cua minh so vdi doi thu canh tranh chinh la hinh anh cua HANDICO - mot don vi cua Ha Noi va cac san pham phai rat dac thu va dam net van hoa Ha Noi HANDICO co the the hien cam ket vdi khach hang ve nhung loi ich khac biet ma Tong cong ty mang lai dua tren tuyen bo dinh vi thuong hieu -Su dung chien luoc ket hop thuong hieu cua Tong cong ty vdi thuong hieu cho tung nhom san pham vi doi tuong khach hang muc tieu cua Tong cong ty hien khong qua khac -Tong Cong ty thuc hien cac hoat dong tuyen truyen noi bo to chuc cuoc thi tim hieu ve thuong hieu doi ngu can bo nhan vien -Khong ngung nang cao chat luong san pham Dong thdi, khong ngung dau tu vao nghien cuu va phat trien tao san pham mdi dap ung nhu cau ngudi tieu dung 114 3.2.8 Gidi phdp khac 3.2.8.1 Dau tic vd nang cap day chuyen san xuat cho cdc doanh nghiep san xuat cong nghiep vd vat lieu xay dung; nham da dang hoa chung loai san pham cai lien nang cao chai luong tang so krpng san pham cung cap cho thi truong dac biet la thi truong noi bo cua Tdng cong ty cd chinh sach gia ca linh hoat tieu thu san pham day nhanh lien thu hoi von va tang vong quay vdn liru dong + Nghien cuu trien khai xay dung nha may san xuat gach be tdng nhe cac loai vat lieu xay dung ben dep da dang, cd ham luong chat xam cao 3.2.8.2 Chu dong tdng cuong quy dat de xay dung mot md hinh thi dong bo + Tap trung day manh cong tac phat trien du an mdi ket hop khai iliac hieu qua hon nguon nhan luc hien lai: Tap trung lich cue vao viec tim kiem tham gia dir lhau - dau thau cac cong trinh cd quy md ldn da dang, cac goi than phuc vu an sinh xa bdi cua phd va Chinh phu cac linh vuc y te van hda giao due nha d xa hoi tang thi phuc vu dan sinh v.v - Dong thdi soat lap ke hoach trien khai cac dir an cong trinh dang thuc hien ciia cac don vi l ang cuong chi dao dieu hanh dam bao tien chat luong tirng dir an cong trinh tap trung ddi vdi cac dir an cac cong trinh diem ke hoach phat trien kinh te - xa hoi cua phd cac cong trinh du an Idn mang tinh quyet dinh den doanh thu san luong cua cac don vi 3.2.8.3 Thtrc hien cong tdc quan ly sau dau tir theo phong each rieng cua Tdng cong ty Dau tie vd Phdt trien nhd Hd Noi Tao dieu kien thuan loi nhat cho khach hang su dung cac cong trinh nha d Tdng cong ty lam chu dau tu - Chu dong xay dung cac cong trinh phuc loi xa hoi nhu nha tre trudng hoc cong vien v.v de hoan chinh tang xa hoi dam bao kip thdi phuc vu ngudi dan tai cac dir an - Thuc hien quan ly van hanh cac dir an ngav cac du an dang dupe trien khai xay dung, bao dam lot lang co sd va cong lac ve sinh mdi trudng chain sdc cay xanh cong vien thuc hien cac cong tac bao tri bao dudng kip thdi khong de xay tinh trang coi noi trai pliep giu gin an ninh trat tir v.v 115 3.2.8.4 To chirc tot mat bang thi cong: Tao hanh lang van chuyen vat tin cat lieu tdi chan cong trinh dieu kien tot nhat de giam thieu chi phi khau van chuyen vat tir thiet bi vat lieu den chan cong trinh thi cong tranh dirge cac rui ro cd the xay nhu’ vd hir hong may moc vat tir 3.2.8.5 Phat huy tdi eta nang lire may' moc thiet bi hien cd: May moc thiet bi la mot khau het sire quan trong to chirc thi cong va san xuat hien lire luong may moc cua Fong cong ty han che dac biet dau than canh tranh vdi cac l ong cong ty ldn nhirng lai rat linh hoat va phu hop vdi viec thi cong cac cong trinh vira va nho doi ngu cong nhan vien van hanh thao Hien so luong thiet bi may moc thi cong ciia Tdng cong ty neu thi cong nhirng cong trinh vira va nho thi cd the dap ung du va tot hau het cac thiet bi deu da khau hao d giai doan cuoi cd nhieu thiet bi da het thdi gian khau hao vay viec tan dung thiet bi thi cong de giam chi phi la rat co the thuc hien tot 3.2.8.6 Giam chi phi tir khau tie! kiem vat tir vat Hen thi cong va san xuat + Trong thi cong xay lap ngoai v at lieu chinh nhu gach sat thep xi mang nhieu vat lieu khac nhu cac loai phu gia khoan nhdi xang dau van hanh may cac thiet bi ve sinh noi that ndi chung cac vat lieu nav nit de that thoat tu nhien nhu xi mang tir dong dong cung bao quan khong tot sat thep han ri bao quan cd nhung that thoat dang ke sir dung nhu rod vd lap ghep sai kich cd khong nghien cuu kv ban ve that thoat cac tac dong xa hoi nhu trom cap v at tu an bdt vat tu thi cong + De lap kin nhung rui ro tren nham tiet kiem triet de chi phi thi cong ddi hoi Tdng cong ty phai xay dung dinh muc ky thuat phu hop vdi dinh muc ky thuat Bo Xay dung ban hanh va soat vdi dieu kien thi cong tai cong trudng dac biet la dinh muc xang dau va ty le hu hao cua cac loai vat lieu de vd nhu gach ngoi Xay dung quy trinh kiem tra giam sat viec sir dung vat tu tai cong trinh + Kiem tra chat che gia ca nguyen vat lieu dau vao gia nhap khau gia mua nude phai sat vdi gia thi trudng tai thdi diem mua 16 3.2