XÂY DỰNG CHIẾN LƯỢC MARKETING HỖN HỢP TẠI TỔNG CÔNG TY HÀNG KHÔNG VIỆT NAM ĐẾN NĂM 2010.PDF

· BO oiAo ovc vA aAo T*o TRU'ONG HQC KINH Tt TP. HO CHi MINH 000 " LE MINHTRIET 1AY • liJI; MARKEIING til ' Tll rtl lY HANG KOG NAM til 2010 Chuyen Nganh: QUAN TRl KINH DOANH Ma s6: 5.02.05 A. ""' , , "" LUAN VAN THAC SI KINH TE . . NGUOI HUONG DAN KHOA HQC: PGS, TS. LE THANH HA BO GIAO DVC VA EJAO Tft.,O TRU6NG 8H KINH TE TP .HCM THUVI:¢N d H PH6 H6 cffi MINH- NAM 2004. MVCLVC Trang Jl,t ;:: LOI Mu BA U •.•• • • ••• • •• • •.• • ••• • •• ••••.•.• • 01 CHtf<1NG 1: GIOI THfflU KHAI QUAT VE MARKETING TRONG DfCH ' , ? , ' , , VlJ KINH DOANH VA TONG CONG TY HANG KHONG NAM 04 1.1/ Khai djch Vl} va tinh djch Vl}: •••••••••••••••••••••••••••••••••••••••••• 04 1.2/ Marketing trong kinh doanh djch VQ v(ln tai hang khong 05 1.3/ Gioi khai quat qua trlnh hlnh thanh va phat cua T6ng COng Ty H8ng KhOng Nam • • •• • 06 , "' , ? ? CHUONG 2: XA Y Dl}NG CHIEN LUQC MARKETING HON HQP CUA ,._? A ' A A , , _, TONG CONG TY HANG KHONG NAM DEN NAM 2010 16 2.1/ Phan tich cac ye'u to' cua Marketing b6n hqp T6'ngCong Ty H8ng Kh6ng Nam • 16 2.1.1/ Ye'u to' san philm cJ.ich VQ v(ln tai hang khong: 16 2.1.2/ Gia cua cJ.ich VQ v(ln tai hang khong cua TCT 19 2.1.3/ Y e'u to' phftn pho'i • 20 2 14/ Y "' "' , ., , ? 22 . . eu to xuc t1en san p am . 2.1.5/ Y e'u to' v@ con nglifli •••.••••••••.•••••••••••• •••••.•••••.••.•••• •.•.•••.••••.•.•••.•.•.• 24 2.1.6/ Ye'u to' d.jch V\1 kh8ch h8.ng •.• • • •.•• •• • •• •.•.•• •• • • 25 2.2/ Xay dt;ing chie'n hiclc Marketing h6n hqp Tling Cong Ty hang kh6ng Nam de'n nam 2010 28 2.2.1/ Phan tfch SWOT •• • • • • ••• •• •• •• • • 28 2.2.1.1/ Phfin tich m()t s6 ye'u bep. trong TCT hang kh6ng Nam 28 2.2.1.2/ Phdn tfch moi trtiong ben ngoai • • 29 2.2.2/ Xdy dtfng chie'n lticjc Marketing b6n hcjp cua TCT hang khong Nam nam 2010 · 32 2.2.2.1/ Chie'n hi(jc marketing san phffm cijch Vl} tai hang kh6ng 32 2.2.2.2/ Chie'n IUctc gi8: 34 2.2.2.3/ Chie'n lti(jc phdn ph6i d!ch VQ. khach hang: o.oooooooooo36 2224/ch o"' I ' 0 , , ' h' o.:? ?· h,:, 37 o . o 1en ri(jc ve xuc ben va p at tr1en san p am: 0 2.2.2.5/ Chie'n lri(jc markeitng con ngtiOi: • .41 2.2.2.6/ Chie'n lrictc d!ch V\1 kh8ch hftng 42 2.3/ Cac giai phap nhilm khai va thtfc chie'n luqc Marketing h6n h(jp t6ng cong ty Hang khong Nam de'n nam 2010 .42 2.3.1/ Giai phap xdy dt!ng va quang ba thridng cua Hang Khong ViC:t Nam 42 2.3.2/ Giai phap nfing cao chll't lti(jng san phffm cua Hang Khong Nam 43 2.3.3/ Giai phap ddu trt phat may bay va buy d()ng v6n thtlc 44 2.3.4/ Ghii phap nfing cao cha't lli(jng cac cijch vt;t hang khong be} _ - 2.3.5/ Ghii phap tang cli<tng lien minh lien ke't v8i cac t6 chuc khong va cac t6 chuc quo'c te' thq.'c h()i quo'c te'. ·····- 2.3.6/ Ghii phap phat triin ngulln nhdn lq.'c ••• •.• _ _s- 0 2.3.7/ Dfiy htJp tac lien ke't giua nganh Hang khong v8i nga _ _ Du lich va cac nganh khac • •.• • • •.• _g-= _ 2.4/ M()t s6 kie'n nghi v8i chfnh phu va cac ca'p c6 lien quan s .I 2.4.1/ Cac kie'n nghi v8i chinh phu va nha nu8c Nam s I 2.4.2/ Cac kie'n nghi v8i B() Giao Thong Tai, Ct;tc Hang Kh&:ng Dan dt;tng va cac cd quan c6 lien quan 53 K " T -frllt.T KET CHuu1"'tG 2: 54 "' " KET ss TAl THAM KHAO. PHl) Ll)C. I 2.3.4/ Giiii phap nang cao ch§'t lli(jng cac cijch VI} hang khong dcing bQ • 48 2.3.5/ Gh'li phap tang cui1ng minh ke't v8i cac t6 chuc hang khong va cac t6 chuc quO'c te' nhlim tht;ic h()i quo'c te' 49 2.3.6/ Giai phap phat tric!n ngu6n nhan llfc 50 2.3.7/ Ddy hf!p tac ke't gifi'a nganh Hang khong v8i nganh Du lich va c8c ng8.nh kh8c 51 24/M "t "'k""' h" (JA• h' h h? ' , "' '}"" . 51 • Q so 1en ng ! v 1 c m p u va cac cap co Ien quan . 2.4.1/ Cac kie'n nghi v8i chinh phu va nha mt8c Nam 51 2.4.2/ Cac kie'n nghi v8i B() Giao Thong Tai, Hang Khong Dan va cac cd quan c6 quan • 53 "' " KE T LU i) N CHUON G 2: 54 "' A KET 55 TAl Litu THAM KHAO. PH{.J Ll,JC. DANHMl)C CAC KY HIJtu VA CAC CHUVfETTAT AAPA lATA lCAO FFP VASCO Association of Asian - Pacific Airlines. Hit$p h9i khong Chau A Thai Blnh Duong. International Air Transportation Association. Hit$p h9i Tai Hang Khong Qu6c Te'. International Civil Aviation Organization. Frequent Flyers Programme. Chuang trlnh khach hang thu'ong xuyen. VietNam Air Sevice Company. Cong ty Bay Dich Vv Vit$t Nam. TCTHKVN T6ng Cong Ty· Hang Khong Vit$t Nam. SGN HAN BKK SARS Code lATA cua Tp H6 Chi Minh. Code lATA cua Thu DoHa N()i. Code IAT A cua Bang CO" c. Severe Acute Respiratory Syndrome:. H9i chrtng viem du'ong ho Bang s61 Hlnh 1 Hlnh2 Bang s62 Hlnh 3 Hlnh4 Hlnh 5 Hlnh6 Bang s63 Hlnh 7 Hlnh 8 Hlnh 9 Bang s6 4 Bang s6 5 Bang s6 6 Bang s67 Bang s6 8 "' ? ' ' - DANH Ml)C CAC BANG BIEU VA HINH VE. Trang Bang ke't qua tai hang khong nam 2001-2003 7 Ke't qua hanh khach nam 2001-2003 8 Ke't qua chuygn hang hoa nam 2001-2003 9 Bang ke't qua kinh doanh khong nam 2001-2003 10 So d6 chi tieu kinh doanh cua T6ng Cong Ty giai 2006- 2010 13 So d6 chi tieu tai cua Tdng Cong Ty giai 2006- 2010 14 Cac ye'u t6 cua Marketing h6n hqp TCT HKVN 16 C , th' h ? ? ' d' h 17 ac an p am cua san p am va !C Vl;l M6i tu'ong quan giii'a xuc tie'n san phffm vdi doanh thu va thi phffn 23 So d6 tac d()ng cua xuc tie'n san phffm de'n doanh thu va thi phffn : 23 Ye'u t6 con ngu'oi trong san phffm dich Vl;l hang khong 25 M6i quan gifi'a cac ye'u t6 trong quan khach hang 26 Ma SWOT 30 C , h' N 1 w ? ? 38 ac c 1en u'qc tang tn.tong san p am . Ke' phat d()i bay hang hoa cua VNA 45 Ke' phat trign d()i bay hang hoa cua VNA 45 Ke' dffu tu' d()i may bay th1;16c sd hfi'u cua VNA 47 1 ' ? LOIMODAU Trong xu the" h9i kinh te" cao d9 cua b9 kinh te" the" gidi, Nam cling da tung bu'dc d9ng va hoa vao xu the" nay vdi sl,i tang 6n dinh to'c d9 phat kinh te" cua chinh mlnh. S\f ra doi cua cac t6ng cong ty theo cac nghi dinh cua Thu tu'dng chinh phu vao nien 90 trong d6 c6 T6ng Cong Ty Hang Khong Nam chinh Ia nhung cua sl,i d9ng tren va cling dap ung cac xu the" h9i kinh te" cao d9. Tuy ra doi qua· non tre trong nganh tai hang khong nhu'ng T6ng Cong ty Hang Khong Nam Iffy Vietnam Airlines (VNA) lam n6ng co't da lien t1,1c phat qua cac nam. Nganh cong tai hang khong n6i chung trong nhung nam ggn day da c6 nhung bu'dc suy thoai va phat khong nhu' mong d<;5i bdi nhung ly do khac nhau chinh tq, xa h9i , nhu'ng VNA n6i rieng 1uon dl,idc nhung thanh tl,iu qua cac nam vdi to'c d9 gia tang cua nganh cong t::H harig khong cua VNA luon khoang 29.5% m6i nam (1985-1999) va khoang 10.5% trong vong 10 nam Wi (Ngu6n lATA- Cargonews Asia). Cling vdi sl,i gia tang phat d6 Ia sl,i dgu tu' trung vao d9i ngfi tau bay, cong cua T6ng Cong Ty. Sl,i xufft nhung tau bay Boeing va Airbus mdi vdi nhung dong seri nhfft cua Boeing 777, 767 va Airbus 321 da lam cho hlnh anh va mau cua VNA du'qc nang len m9t vi tri ngang vdi cac Hang khac trong khu Vl,iC. Sl,i tu' va phat nay da ra m9t vffn quan tn;mg hdn, m9t vffn rna n6 se xay dl,ing dinh va quan ly toan b9 Sl,i phat cua T6ng Cong Ty, d6 la quan tri, trong d6 xay dl,ing va dinh Marketing h6n hQp la m9t trong nhung cong quan trQng nhfft. Nhu' ta da bie"t, ne"u caG ye"u to' thoi tie"t mu'a bao Ia nhung vffn quan tam m<?t may bay cfft canh duqc thl 2 m9t hang m(>t nha chuyen cha c6 "ca't canh" va dung vung trong SlJ' phat CUa mlnh thl va'n d day khong chi la cac ye'u tO' tren rna la ta't ca. cac ye'u tO' khac c6 lien quan. M(>t trong nhung ye'u tO' d6 la hoc;tch dinh chie'n lu'QC tie'p thi h&n h<Jp cua nha chuyen chd nay nhu' the' nao. hoc;tch dinh cho chuysn nay se tc;to ra m9t hlnh anh, m<?t thuong co cha't ht<Jng cho nganh chuySn cilng nhu' cho VNA. Xua't phat tu thlJ'c te' nay, T6ng Cong Ty da xay dlJng va thlJ'c chie'n lu'QC hc;tn va dai hc;tn toan bQ may quan tq CUa mlnh cilng nhu' xay dlJng m(>t hlnh anh nhan quen thu(>c cua VNA trong tam thuc cua cong chung va duy trl du'<Jc tO'c d9 pha t hang nam. Va'n nay da thu hut slJ quan tam nha nghien cuu khoa hQc qua cong trlnh va tai khac nhau trung giai quye't va'n la lam sao nang cao du'QC qua hoc;tt d(>ng cua T6ng Cong Ty khi rna SlJ' tu' cong tau bayda dc;tt du'QC muc d9 ngang cua khu VlJ'C. Va day cilng la ly do thoi thuc toi ll!a chQn tai "Xay df!ng chie'n lur;c Marketing hdn hr;p tqi Tdng cong ty Hang Khong Nam din nam 2010" lam n<?i dung nghien cuu trong phc;tm vi van nay. DO'i tu'<Jng va phc;tm vi nghien cuu: . dO'i tu'<Jng: tai trung vao nghien cuu thlJ'c trc;tng cua T6ng Cong Ty qua m9t sO' nam 2001-2003 cilng nhu' dinh hu'ong phat cua nhung nam toi (2006-2010); Nghien cuu va phan tich cac ye'u t6 cua xay dlJng chie'n lu'QC Marketing h&n h<Jp va tie'n toi xay dlJng m<?t chie'n lu'<Jc marketing h&n h<Jp de'n nam 2010. . tai du'<Jc nghien cuu tren phc;tm vi toan b9 T6ng cong ty Hang khong Nam Ia'y Nam Airlines lam tang. C6 so sanh va 3 neu thlfc te' d9ng cua ffiQt sfS hang khac trong khu V\l'C trong qua trinh phan tich. - Ml)C tieu va phudng phap nghien cuu: . Ml)c tieu nghien cuu: Di sau vao d6i tuqng tren cd sd vi nghien cU'u neu tren xay dl!ng chie'n luqc Marketing h6n hqp cilng nhu' xay dlfng va phat hinh va nhan hi<$u cua VNA va du'dng nhien cilng tu d6 c6 ra nhii'ng giai phap xay dl!ng va nhii'ng kie'n nghi . . Phudng phap nghien cuu: Sii' dl)ng phu'dng phap nghien cuu dtja tren phu'dng phap mota hqp s61i<$u, th6ng ke d\1' bao va phan tich s6Ii<$u. Ben d6 cac phuong phap khoa h9c khac cilng duqc dl)ng trong van nhu' ly thuye't ung dl)ng hi$ th6ng, phu'dng phap thtjc N9i dung co ban cua van: van du'<;1c ke't d(u thanh 2 chudng .· Chu(Jng 1, Gidi thi<$u khai quat Marketing trong dich V\1 kinh doanh va T6ng Cong Ty Hang Khong Hang Khong Vi<$t Nam . . Chu(Jng 2, Xay dlfng chie'n lu'qc Marketing h6n hqp T6ng Cong Ty Hang Khong Vi<$t Nam de'n nam 2010. [...]... 19.548 ty muc 29.780 ty d6ng, tang blnh quan hang nam 11% (Xem hlnh 3) - Lqi tntoc thue": 4.799 ty d6ng, trong d6 nam 2006 d6ng, nam 2010 muc 762 ty muc 1.307 ty d6ng, tang blnh quan hang nam la 14.5% Duy trl ty su!t lqi hqp ly 3-5% doanh thu Lqi tren vO'n chii sC5 huu tuong duong muc trai phie"u dai - N9p ngan sach: 2.314 ty d6ng, trong d6 nam 2006 nam 2010 - 541 ty d6ng, tang blnh quan hang nam 7.8%... 13% nam, d.;tt xa'p xi 6.8 tri . 2.314 ty d6ng, trong d6 nam 2006 muc 400 ty d6ng, nam 2010 541 ty d6ng, tang blnh quan hang nam 7.8%. - VO'n chu sC5 huu: nam 2006 muc 6.530 ty d6ng, nam 2010 muc 10.534 ty. Khong VietNam de"n nam 2010: 1/ Chi kinh doanh: - T6ng doanh thu: 123.270 ty d6ng, trong d6 nam 2006 19.548 ty d6ng, nam 2010 muc 29.780 ty d6ng, tang blnh quan hang nam 11%. duqc giao nam 1996 Ia 1.298,7 ty d6ng, de'n nam 2001 da phat thanh 3.064 ty d6ng tang hdn hai so voi nam 1996. 10 Nam 2002 la 3.799 ty d6ng va dtn nam 2003 duqc 4.119 ty d6ng