MỘT SỐ GIẢI PHÁP NHẰM HOÀN THIỆN CHIẾN LƯỢC MARKETING CỦA VIETNAM AIRLINES GIAI ĐOẠN 2005-2010

BQ GIAO Dl)C v A DAO T~O TRUONG D~I HOC KINH TE TP. HO CHi MINH HOANG DUC HUAN " , ! ? , ~ ' " MOT SO GIAI PHAP NHAM HOAN THI~N K ? CHIEN Lu'(1C MARKETING CUA VIETNAM AIRLINES GIAI DO~N 2005-2010 ' ? Chuyen nganh : QUAN TRl KINH DOANH Mas6 : 5.02.05 LU!N VAN TH~C SI KINH T:it TP. HO CHi MINH NAM 2004 11 LOICAMDOAN Toi xin cam doan day Ia cong trlnh nghien cli'u cua rieng tOi. Cac s61i~u, ke't qua neu trong 1u~n van Ia trung thljc va chu'a tll'ng du'<;jc ai cong b6 trong bgt ky cong trlnh nao khac. TP. H6 Chi Minh, ngay 01 thang 10 nam 2004 Ngttoi vie't HOANG DUC HUAN 111 Ml}C Ll}C Trang ' ? ~ LOI MO E>AU " "' ? ~ ' ' CHU'ONG 1: LY LUAN CO BAN VE MARKETING VA MARKETING HANG KHONG 1 1.1 KHAI QUAT VE MARKETING 1 111 Kh ~' 'A /II k • 1 . . a1 ni¥m ve mar eting 1.1.2 Marketing trong kinh doanh dich VlJ. v~n t~li hang khong 2 1.1.2.1 Marketing hang khong 2 1.1.2.2 Vai tro cua marketing 2 1.2 MOl TRUONG MARKETING TRONG KINH DOANH DJCH VlJ VAN ? ' A TAl HANG KHONG 3 1.2.1 Moi truong vi m6 3 1.2.1.1 Moi truong kinh t€ 3 1.2.1.2 Moi truong chinh tri 4 1.2.1.3 Moi trltong cong nght% va khoa hQC ky thu~t 4 1.2.1.4 Moi truong tl,l' nhien 4 1.2.2 Moi truong vi mo 5 1.2.2.1 Khach hang 5 1.1.1.1 Nha cung ung 5 1.2.2.2 E>6i thu CC;tnh tranh 5 1.2.2.3 T6 chuc tai chinh-tin d1,1ng 5 1.3 PHAN KHUC THJ TRUONG vAN TAI HANG KHONG 6 1.3.1 Thi truong v~n tai hanh khach 6 1.3.2 Thi truong v~n tai hang h6a 6 IV ~ X X ,. , K ~ , ? ' , 1.4 CAC YEU TO TAC E>QNG BEN NHU CAU VAN TAI HANG KHONG 7 1.4.1 Thunh~p 7 1.4.2 ~oang each di l~i . ······· 8 1 4 3 C , ,(' ,(' d' h bA h b,(' ~ h' h tri' . h ' 9 . . ac yeu to lC ~n , at on c m ·'an mn -an toan . U' ' u ~ A ? ' A 1.5 D. BAO M C CAU VAN TAI HANG KHONG 9 K , ? 1.6 CHIEN LU'<)C MARKETING TRONG KING DOANH DJCH VTJ VAN TAI HANG KHONG 10 " ? ' 1.7 MARKETING-MIX TRONG KINH DOANH DJCH Vl) VAN TAI HANG KHONG10 1 7 1 S ? h~ ' d' h A t? 0 h' khA 11 . . an p am va lC V\1 v~n a1 ang ong . 1 7 2 G ' , ? ? h~ A t? 0 h' khA 11 . . I a ca san p am v~n a1 ang ong 173 Ph A h,('' ? h~ 'd' h A t?• h' khA 12 . . an p 01 san p am va lC V\1 v~n a1 ang ong 174 Q ? , t',(' th' , t',(' thu'd . 13 . . uang cao 1ep l, xuc 1en ng m~I TOM TAT CHU'ONG 1 14 CHU'ONG 2: PHAN TICH v A BANH GIA HOAT BONG MARKETING , ? ' , ? TRONG KINH DOANH DJCH Vl) VAN TAI HANG KHONG CUA VIETNAM AIRLINES 15 ~ ~ , ? 2.1 TONG QUAN VE HOAT BQNG CU A VIETNAM AIRLINES 15 2.2 PHAN TICH MOl TRUONG MARKETING CUA VIETNAM AIRLINES 17 2.2.1 Moi tru'ong vi mo 17 2.2.1.1 Moi tru'ong kinh te'-chinh tri 17 2.2.1.2 Cong ngh~ va khoa hQC ky thu~t 23 2.2.1.3 Bi~u ki~n tlJ' nhit~n 24 2.2.2 Moi tru'ong vi mo 25 2.2.2.1 Khach hang 25 2.2.2.2 Nha cung ling 27 v 2.2.2.3 DO'i thu cc:tnh tranh 29 2.2.2.4 T6 chll'c t~Li chinh-tin dl;lng 32 A-' ' ' , _ ? ' 2.3 PHAN TICH TINH HINH KINH DOANH D~CH VlJ VAN TAl HANG KHONG CUA VIETNAM AIRLINES TRONG THCH GIAN QUA 33 .1' / A ? 2.4 DANH GIA HOAT DQNG MARKETING CUA VIETNAM AIRLINES 36 2 4 1 D / h . / , t / h' " .~ d K'· th? h h 36 . . an g1a cong ac ng 1en cuu 01 u q.n tran . 2.4.2 Danh gia cong tac nghien cll'u khach h~mg 37 2.4.3 Danh gia h~ thO'ng marketing mix 37 2.4.3.1 San phifm va dich Vl;l 37 :2.4.3.2 Chinh sach gia 38 2.4.3.3 H~ thO'ng phan phO'i 39 2.4.3.4 Hoc:tt d<)ng quang cao tie"p thi, xuc tie"n thuong mc:ti .40 2.5 NHUNG THUAN LQI VA KH6 KHAN TRONG HOAT DQNG ? MARKETING CUA VIETNAM AIRLINES .41 TOM TAT CHUONG 2 43 CHUONG 3: MQT SO GL.\I PHAP NHAM HOAN THI~N CHIEN LUQC ? MARKETING CUA VIETNAM AIRLINES TRONG KINH DOANH DlCH VlJ A ? '- A VAN TAl HANG KHONG GIAI DOAN 2005-2010 .44 y"f v (J' -:! " T "f ? _, 3.1 NHuNG CAN C DE XA Y Dl:JNG GIAI PHAP 44 3 1 1 D b / ;:, h' ' , ? • h' kh" 44 . . 1! ao ve t l truong vc:tn ta1 ang ong . 312M t ., h"tt·-:? • v· t A' I' 46 . . \IC 1eu p a nen cua 1e nam 1r 1nes . " ? .tl' ~ ' A ,_:' 3.2 CAC GIAI PHAP NHAM HOAN THI~N CHIEN LUQC MARKETING ? CUA VIETNAM AIRLINES GIAI DOAN 2005-2010 .48 3.2.1 Hoan thi~n chie"n luqc marketing-mix .48 3.2.1.1 Nang cao cha"t luqng san phifm va dich Vt;l .48 3.2.1.2 Cai tie"n h~ thO'ng phan phO'i .49 VI 3 .2.1.3 Ba d~ng h6 a gia cu'oc , 50 3.2.1.4 Tang cu'ong cac ho~t d()ng qmlng cao, XUC tie'n thU'dng m~i 51 3.2.2 T6 chuc thu th~p thong tin 52 3.2.3 Bffy m~nh hqp tac giua nganh Hang khong va nganh Du 1ich 52 3.2.4 Tang cuong lien minh, lien ke"t 53 3.2.5 Phat tri€n d6ng b9 thi truong ., 54 3 2 6 N " v 1lf h " hll dK . ? h' h~ 55 . . ang cao nang . c c uyen c u e g1am c 1 p !. . 3 2 7 H ' th'" b" ~ tK h•? ' l< h" 1 55 . . oan I~n Q may o c uc va nguon n an lfc 3 2 8 H ," d , h ~ d" • t' b ' d Jl "t h,.(t k- th "t 56 . . I~n ~~ oa QI au ay va c su v~ c a y u~ 3.3 NHUNG KIEN NGHJ " " "" """" "" 57 3 .3.1 Kie'n nghi voi nha nuoc 57 3 3 2 Ki ,.( h' A' b" ' h 1'" 59 . . en ng l Vui Q ngan 1en quan . TOM TAT CHUONG 3 "" """ """" "" " 59 KETLUAN ' " ? TAILI~UTHAMKHAO PHlJ LlJC vii DANH Ml)C CAC KY HI}tU, CAC CHU VIET TAT AAPA Association of Asian-Pacific Airlines Hi~p h()i Hang khong chau A-Thai Blnh Du'dng HKDDVN Hang khong dan dvng Vi~t Nam lATA International Airlines Transport Association Hi~p h()i V~n tai hang khong qu6c te' ICAO International Civil Aviation Organization T6 chuc Hang khong dan dvng qu6c te' RPKs Revenue Passenger- Kilometers San ht<;1ng v~n chuyen hanh khach theo km SARS Severe Acute Respiratory Syndrome H()i chung viem du'ong ho hffp cffp VASCO Vietnam Air Service Company Cong ty Dich vv bay Vi~t Nam WTO World Travel Organization T6 chuc Du lich the' gioi V111 , ? DANH Ml)C CAC BANG Trang B ? 2 1 M' v t ,.,Jl GDP ? "t K ~ ki h t.K 18 ang . : uc tang ruvng cua mQ so nen n e . Bang 2. 2: Lu'qng khach du :ijch to~tn cftu 19 Bang 2. 3: Ho;;tt d9ng cua nganh Hang khong the' gioi giai do;;tn1994-2004 21 Bing 2. 4: So sanh to'c d9 tang tntdng GDP va tang tru'dng cua nganh 22 Bang 2. 5: Co ca'u m\lc dich chuye'n di theo quo'c tich 27 Bang 2. 6: So'li~u v~n chuy~n hanh khach cua cac hang nam 2003 30 Bang 2. 7: So'li~u v~n chuy~n hanh khach cua Vietnam Airlines 1999-2003 34 Bang 2. 8: San 1uqng v~n chuy~n hang h6a cua Vietnam Airlines 1999-2003 34 Bang 2. 9: Danh gia cua hanh khach v~ dich V\l cua Vietnam Airlines 38 Bang 3. 1: D\l' bao thi tru'ong v~n tai hang h6a Vi~t Nam giai do;;tn 2005-2010 .45 lX DANHMVCCACHINHVE Trang Hlnh 1. 1: Cffu co gian thea thu nh~p cua khach di thea ml,IC dich nghi ngdi 7 Hlnh 1. 2: Cffu khong co gian thea gia cua khach di thea mvc dich cong VlJ. 8 Hlnh 1. 3: Anh hu<Jng cua khoang each de'n quye't dinh h,ra ch<;>n phuong ti~n s Hlnh 2. 1: Co cffu ngu6n thong tin cung cffp cho h~mh khach 40 Hlnh 3. 1: Dl,l' bao thi tntong v~n tai h~tnh khach Vi~t Nam 2005-2010 45 Hlnh 3. 2: M1,1c tieu doanh thu cua Vietnam Airlines giai do(;ln 2005-2010 46 Hlnh 3. 3: M1,1c tieu v~n chuy~n h~tnh khach cua Vietnam Airlines 2005-2010 47 X ? ~ MODAU 1. Tinh ca'p thie't cua d~ tai Voi xu the' to~m cffu hoa n~n kinh te' the' gioi, quan h~ giii'a Vi~t Nam va cac quO'c gia du'qc md r<)ng se thuc d~y cac quan h~ kinh te' nhu' thu'ong m~ti, dffu tu', du lich phat triSn theo, ta't ye'u dftn de'n tang nhu cffu v~n chuySn giii'a cac quO'c gia voi nhau. Ben C(;lnh d6, hang lo(;lt cac hi~p dinh thu'ong m(;li va cac hi~p dinh hang khong giii'a CaC quO'c gia du'QC ky ke't Se t(;lO di~U ki~n thu~n lqi cho linh Vl,l'C kinh doanh dich Vl) v~n t:H hang khong giii'a cac quO'c gia phat triSn. Trong 10 nam trd l(;li day, thi tru'ong v~n tli hang khong di6n bie'n ra't phuc t(;lp. Nhii'ng kh6 khan tu cu<)c khung hoang kinh te'- tai chinh trong khu vl,l'c giai do(;ln 1997-1998; cu<)c chie'n t(;li Ap-ga-nit-xtan; sl,l' ki~n ngay 11/09/2001 t(;li My; CUQC chie'n tranh giii'a My va I-r~c, cac Sl,l' ki~n khung bO' di6n ra lien t'l)C t(;li nhi~u nu'oc va con d(;li dich viem du'ong ho ha'p ca'p SARS nam 2003; gffn day nha't 1a di~h cum gia cffm d chau Ava con s6t gia nhien li~u tren the' gioi da anh hu'dng Ion toi thi tru'ong v~n tai hang khong. Ben c(;lnh d6, xu huang ngay cang c6 nhi~u hang hang khong chi phi tha'p ra doi va tham gia vao thi tru'ong v~n tai hang khong tren the' gioi, lam cho mo hlnh kinh doanh v~n tcli hang khong ngay cang them phong phil va da d(;lng, d6ng thoi cfing lam tang them ap ll,fc C(;lnh tranh d6i VOi cac hang hang khong. DS t6n t(;li va phat tri~n tru'oc tlnh hlnh bie'n d<)ng va C(;lnh tranh gay g~t tren thi truong, Vietnam Airlines cffn phai c6 nhi~u giiii pha p d~ tang cu'ong kha nang C(;lnh tranh cua mlnh. Trong d6, giai phap marketing c6 vai tro ra't quan trQng trong vi~c xay dl,l'ng m<)t hang hang khong thanh cong tren thu'ong tru'ong. C6 nhi~u nhan t6 dftn de'n thanh cong, theo ngu'oi vie't, nhan t6 quan trQng nha't dftn [...]... chinh sau: CHu'dNG 1: LY LUAN co BAN VE MARKETING vA MARKETING HANG KHONG CHUONG 2: PHAN TfCH v A DANH GIA HOAT DONG MARKETING , , ? ' , ? TRONG KINH DOANH DJCH VlJ VAN TAl HANG KHONG CUA VIETNAM AIRLINES cHuaNG 3: MOT s6 GrAr PHAP NHAM HoAN THreN cHIEN Lu'Oc ? MARKETING CUA VIETNAM AIRLINES TRONG KINH DOANH DJCH Vl,J ,._ ? ' A VAN TAl HANG KHONG GIAI DOAN 2005-2010 Xin chan thanh cam dn TS Du'dng... Ml;lC dich cua chu'dng nay nh~m phan tich danh gia moi tru'ong va tht;(c tr~ng ho~t d()ng marketing cua Vietnam Airlines, tu d6 rut ra nhung din cu cffn thie"t d~ xay dt;(ng m()t s6 gicH phap nh~m hoan thi~n chie"n lu'QC marketing cua Vietnam Airlines ~ ~ , ? 2.1 TONG QUAN VE H04 T DONG CUA VIETNAM AIRLINES Vietnam Airlines chinh thuc du'c;1c thanh l~p nam 1993, la m()t trong 17 hang hang khong cua Hi~p... tiSp theo se phan tich va danh gia ho~ t d()ng marketing trong kinh doanh djch V\1 tai hang khong cua Vietnam Airlines v~n 15 CHUONG 2: PHAN TICH VA DANH GIA H04 T DQNG MARKETING " ? ' , ? TRONG KINH DOANH DlCH Vl) V4-N TAl HANG KHONG CUA VIETNAM AIRLINES Phan tich va danh gia cac ho~t d()ng marketing trong kinh doanh dich V\1 v~n tai hang khong cua Vietnam Airlines t~i chu'dng thu hai nay c6 n~n tfmg... m . Nam 2005-2010 45 Hlnh 3. 2: M1,1c tieu doanh thu cua Vietnam Airlines giai do(;ln 2005-2010 46 Hlnh 3. 3: M1,1c tieu v~n chuy~n h~tnh khach cua Vietnam Airlines 2005-2010. A ,_:' 3.2 CAC GIAI PHAP NHAM HOAN THI~N CHIEN LUQC MARKETING ? CUA VIETNAM AIRLINES GIAI DOAN 2005-2010 .48 3.2.1 Hoan thi~n chie"n luqc marketing- mix .48 3.2.1.1. " , ! ? , ~ ' " MOT SO GIAI PHAP NHAM HOAN THI~N K ? CHIEN Lu'(1C MARKETING CUA VIETNAM AIRLINES GIAI DO~N 2005-2010 ' ? Chuyen nganh : QUAN TRl