Nghiên cứu hoàn thiện chiến lược marketing dịch vụ giao nhận hàng hoá xuất nhập khẩu bằng đường biển

TRUIJNG DQ HOC NGO@ THUONG KHOA KINH TO VA KINH DOANH QU C TE CHUYEN NGANH KINH TO NGO@ THUONG NG8IEN CN HOAN T8I$N CEIEN LIJ(IC MARKETING D !** *? GIAO N8§N HANG 8OA XNII BANG DI£IIIJG BIEN CBA C6flG TY CP GN8T NG0§I ThIJIJfiG II/INATRANSI Ho va tén sinh vién : Nguyén Thiiy Du:eng Ldp : Nhat Khoa : K42G — KTNT Gi:to vién hir‹ing dan : TS Tran Si L inn Ha Ntii - 2007 DANH MUC BANG BIEU VA SO DO I BANG BIEU Net kh:ic bie:t gifra phan chien luoc va phiin chien thu at 3an luong giao nhan hang hoa xuit nhiip khfiu ciia Vinatrans Gifi tri giao nhan h g hfia xuat n Co c:iu mat hang giao nhan cua Vinatrans Uu nhuoc diem chic:n luoc marketing — mix ciia dich vu nhan hang ho:i xufit nh:ip khau bang dvéng bie“n VINATRANS Du bao mat hang xuat kh:iu chit yeu ciia Viét Nam d‹:n n:inn 2015 Du bfio hang nhap kh:in ciia Viet Nam dén nam 2015 Gia tri san luong du toan cua nganh giao nh:in v:in Hi hang hfia quoc té tai Mfit so chi tiéu kinh te: ve dich vu giao nh:in nhiip khau bang duong bién ciia SO DO Situ thi tructng cua marketing dich vu Ba cap3.4 quyc:t dinh chie” n luoc marketing Co cau to chuc ciia Vinatrans II 1.1 1.2 MUC LUC CHUONG I: QUAT “ CHIENN LUOC MARKETING DICH VU I Marketing dich vu Bcin chci’t dich 1.1 Dinh nghia 1.2 Dac diém ciia dich vu .4 Bin chat cii‹i marketing dich rii Dinh nghia 2.2 Ban chat hoat dong cua marketing dich vu 2.3 Thi trvéng hoat dong marketing dich vu II Chién tune marketing dich vu 13 Chién luctc marketing .13 Nett dung chinh cii‹i chién lime marketing ?# Hai phan chinh ciia chie“ n luoc marketing 14 2.2 Cac ciip quyét dinh chién luoc marketing 15 Czic loai cfiién lircrc martceting j Chic:n luoc marketing tong the .16 3.2 Chie’ii luoc marketing-mix 18 Nhiing nhén ter‘ cinh hutg dén chié‘n litoc marketing cua doanh nghiép 19 Mfii tracing kinh doanh ciia cfing ty 19 4.2 Chuc uang va muc tic:u cua tiing cfing ty 19 S l'oi tré ciizi chién firiic inarketing .20 III Quy trinh x:iy dung c:ie chién tune marketing 21 ? Phén tich ff r tritong .21 1.1 Phan tich die:in manh, diem yéu, cc hfii, thach thfrc ciia doanh nghiep (Phan tich SWOT) 1.2 Phfin khiic thi trucing .21 1.3 Lira chon thi trircrng muc tic:u va dinh vi thi tracing 22 Xéc dinh nine tiéu cma chién liicrc marketing .23 Thiét ké“va xuy dung chién lime marketing ting thé’ .24 Thiét ké ver xay ditng chién liioc marketing-mix 24 Chién luoc san pham .24 4.2 chien innc gia .27 4.3 Chien luoc phan phoi 29 4.4 Chie“ n 1uoc xiic tic:n ban hang 29 TO chiic tftirc hién chié“n fir‹zc marketing 30 Ké hoach theo diii, kiém tra vet diéu chlnh 31 CHUONG O: PHA“ NN TICH CHIEN LUOC MARKETING DICH VU II Thuc trang hoat dong giao nh:in hang héa xu:it nh:ip kh:iu b:ing during bién ciia Vinatrans 42 Quy trinh giao nhtin 1.1 Giao nhan hang rig héa xucit nhép khau bang dirong bié'n 42 khau b:ing duong bie:n 42 1.2 Giao nhan hang nhap khau big duc ng bién 45 Ké“t gut kinh doanh dich vu giao nhan hang héa xuét nhép khau bring diténg bié’n cua ccing Iy nhring mini gem dciy 46 San luong giao nhan hang hfia xuat nhap khau bang duéng bién 47 2.2 Giii tri giao nhfin ., .48 2.3 Két cau mat hang giao nhan ! 49 ID Ph:in tich chién lunc marketing dich vu giao nh:in hang ho:i xu:it nh:i p kh:iu bang during bién cong ty Vinatrans 50 Phtin tich chung vé ccing tcic marketing ciia Cong ty 50 1.1 Nghién ciiu ve: lhi truéng 50 1.2 Phfin tich doi thii canh tranh 52 Phcin tich ctic chién litoc marketing cu thé théng marketing — mix Chic:n luoc san phfim 57 2.2 Chien iuoc gia .58 2.3 Chien luoc phan phoi 60 2.4 Chién luoc xiic tién 60 Danh gia chung vé chién lime marketing dich vu giao nhan hcing hoa xuat nhap khau biing dirong bién cua Vinatrans 61 CHUONG OI: M©T “ Y KIEN HOAN THIEN CHIEN LUOC MARKETING DICH VU GIAO NHAN HANG HOA XUAT NHAP KHAU BANG DU©NG BIEN CUA CONG TY VINATRANS .64 I Trién vong ph:it trién va th:ich thiic diii v‹ii dich vu giao nh:in hang hfia xu:it nh:i p kh:iu bang dufing bién thiii gian t6i 64 Trién vong phat trié’n dich vu giao nhén quc›c té é Viét Nain 64 Nhiing théch thiic dc›i véi dich vu giao nhan héng hc›a xuét nhap Gemini diiong bién emit Vinatrans .66 II Muc tiéu, phuong hu6ng ph:it trién kinh doanh dich vu giao nhfin hang hoa xu:it nh:ip khfiu b:ing during bien ciia Vinatrans thiii gian t‹ii va nhfmg v:in dé c:ip thiét d:it .67 Muc tiéu vii phiiong hiténg phat trié’n kinh doanh dich vu giao nhan hcing héa xucit nhcip khciu bring diténg bién ciia Vinatrans théi gian hii 67 Nhiing vein dé cap thiét dét d¼i véi Vinatrans dé’thiic hién nine tiéu va phiiong hiicrng phat trien dich vu giao nhan hcing hoa xuti’t nhdp kfiziii b‹ing du:itig bién .69 IH Mot so y' hién hoan thién chién tune marketing dich vu giao nh:in hang hoa xu:it nh:ip kh:iu during bién ciia Cfing ty Vinatrans 70 Chié‘n f iz‹ic scln phcim 7? Chién fir‹ic gizi .72 J Cfiién firizc phdn phcir 74 Chiéh Iir‹ c riic tiéu 76 KIT LU N 79 TAI LIEU THAM KHAO 80 Tinh c:ip thiét ciia dé tai Trong nhiing nd gan day thi tracing giao nhan van tai ciia Viet Nam da dat duoc nhting buc c phfit trién quan Ciing véi su truéng ciia c:ic cong ty giao nhan co san thi nhiéu cfing ty mcii diii va cac cong ty ciia nuoc ngoai cling tham gia thi truéng khie" n thi tracing cang trci nén soi dong Mfit nhirng cfing ty dau ng h ciia Via:t Nam co uy tin cao lwih vuc la Vinatrans Viet Nam da nhap WTO, thi truong cang xuat hien cac nha cung c:ip dich vu co uy tin va von lc n, tinh canh tranh cang gay gat, dfi vie:c xay dung, hoan thién chien luoc marketing da tro die:u kién tién quyét doi voi su cfing ciia ciic cfing ty kinh doanh dich vu nfii chung va cua Vinatrans nfii rie:ng Chinh vi tinh cap thie“ t va moi mé tfii da chon “Nghién ciiii hocin thién chié‘n litoc marketing dich vu giao nhan hcing héa xué‘t nhap khau bring diténg bié’n ciia Cc›ng Iy ct phcin giao nhcin vein Hi Ngoat Thitong Vinatrans” Ham de tai khfia luiin tot nghi‹:p ciia minh Muc dich nghién emu Khfia luan tot nghic:p dune nghien ctiu nh:inn hai muc dich sau : • Phan tich chie“ n luoc marketing dich vu giao nh:in hang hfia xuat nhap khau bang duong bie:n ciia Vinatrans • Nghién ciiu mot so de’ xuat nham hoan thién chic:n luoc marketing dich vu giao nhan hang hfia xuat nhap khfiu bfing dvong bie:n ciia Cfing ty D‹ii tuong v:i pham vi nghién emu ciia de t:ii Doi tu0ng nghie:n ciiu ciia de tai la chic:n luoc marketing dich vu giao nhan hang hoa xuat nhap khfiu bang duong bien da duoc Vinatrans ap dung Pham vi nghic:n cuu ciia de tai gifii han o via:c phan tich chien luoc marketing dich vu giao nhan hang hoa xuat nhap khau bang duong bien ciia Vinatrans da ap dung thc i gian qua Phuong ph:ip nghién ctiu Khfia lufin sir dung cac phirnng phap chin yc:u sau: • Phuong ph:ip die:u tra • Phvcng phap tong hop, phan tfch • Phuong ph:ip thong ké • Phuong ph:ip quy nap Bo cue ciia dé Hi Ngoai Loi mcl dau, Két luan, Danh muc Hi lix:u tham khao, dé tai gfim chifong: Chuong I: Khiii quat ve: chién luoc marketing dich vu Chuong II: Phan tich chien luoc marketing dich vu giao nhan hang hfia xu:it nhap khau bang du6ng bien ciia Vinatrans Chuong III: Mfit so y kie:n hoan thién chién luoc marketing dich vu giao nhan hang hfia xuat nhap khau bang dufing bien ciia Vinatrans Tfii xin chan cain on TS Tr:in Si Lam, c:ic thay co giiio khoa Kinh te: & Kinh doanh quoc Ie cung c:ic can bfi cfing nhan vien Cfing ty CP GNVT Ngoai Thucrng Vinatrans da giiip Hi hoan khfia lufin Sau diiy la toan bfi nfii dung Khfia lu:in tot nghic:p ciia tfii • dinh miic chi phf tién luong khau kinh doanh dich vu giao nhan Nhfmg chit truong nfii trén cua Ban Giiim doc Cfing ty duoc cu thé hfia bang cac chi tieu sau : B:ing 3.4 : Mot sit chi tiéu kinh té vé dich vu giao nh:in hang h‹ia xu:it nhap khau b:ing during bién cua Vinatrans Don vi Ti iéii dong TT Chi tiéu DVT 2008 2009 Tong doanh thu Trieu VND 80.505 100.340 Doanh thu DVGNHHXNK duéng bién Tric:u VND 35.625 45 135 Tric:u VND 44,259s 44,99o Ty doanh thu DVGNHHXKN dufing bien/Tong doanh thu N guc›n.‘ Phong Ting tiep Corg iy VINATRANS De co the thuc hién tot cfic muc tiéu, phuong hucing de ra, dc: tiép tuc ph:it trien mot cach on dinh va vfrng manh, Vinatrans can phai khac phuc kip thoi nhfing khfi khan ton tai dong thoi phat huy tot da nhirng loi the cu a mlnh Nhiing vein dé cap thiét dcit déi véi Vinatrans dé’thme hién tune tiéu vé phuong hiréng phat trié'n dich vu giao nhén hang héa xuét nhép lchéu diténg bién Dé hoan muc tiéu ve kinh doanh dich vu p•iao nhan hang hoa xuat nhap khau bang duéng bien ciia Cong ty, Vinatrans co rat nhieu vfin de can phai khac phuc va thuc hien: • Nang vfit ch:it ki thuat, ning cao trinh de can bfi cong nhan vien cho dich vu giao nhan hang hfia xuat nhap khau bfinp• dufing bien nfii riéng va cho toan bfi cac linh vuc hoat dong ciia Cong ty nfii chun p• • Mo rong quan he: dai IQ, hop tac lien doanh vcii cfc cfing ty ciin p• nganh tain bvcic dem de: vuon tain the” gioi • Dac biet hic:n Cfing ty chira co mot chién liroc marketing hoan thién cho toan bo cac linh vuc hoat dong ciia Cfing ty nfii chung va chua co chién luoc marketing cho timg linh vuc noi riéng Day la mot han che va trci v:ih de cap thie‘t doi vc'i su ph:i1 trién cfi a Vinatrans Hien tai, Cong ty ap dung chic:n luoc marketing chung cho tat ca c:ic linh vuc kinh doanh bao gom ca dich vu giao nhan hang hfia xuat nhap khfiu bang du©ng bién Co the nfii chinh han ché da khién cho Cfing ty chua the phiit trien dich vu diing nhu y muon bcii ban than dich vu giao nhan hang hfia xu:it nhap khau bang du©ng bien co nhfrng dac diém riéng doi hfii phai tip dung mot chien luoc marketing phfi hop Yéu cau c:ip thie‘l dat doi voi Vinatrans hién la phai hoan thién chic:n luoc marketing cho dich vu giao nhan hang hfia xuat nhap kh:iu bang duéng bien nfii rieng va cho cac linh vuc hoat dong cung nhu chien luoc tong the’ cho toan Cong ty nfii chung ID Mfit sci y' kién hoan thién chién I cac marketing dich vu giao nh:in hang hoa zu:it nh:i p lih:i u b:ing during bién ciia Cong ty Vinatrans Trong nen kinh té thi truéng, hau hét cfc doanh nghiep déu phai doi mat voi nhfrng khfi khan, thach thuc De ton tai va phfit trien moi doanh nghiep can phai tu minh dna cac giai phap de khac phuc khfi khan ton tai Vcii Vinatrans cung vay, dc: dich vu giao nhan han p• hfia xufit nhap khfiu bang dvong bién phat trién, Cfing ty can hoan thic:n hon nfra chién luoc marketing cua mlnh Chién luoc sari pham Nang cao chét litong dich vu Nhu da riot ci trén, chat luong dich vu sé la yc:u to ma khach hanp• dac bic:t quan tain Chat luong dich vu cua hoat dong giao nhan duoc hic:u theo hai tiéu chi la: dam bao chat lu0ng hang hfia suot quy trinh nghiep vu giao nhan va thfii gian nhanh nhat Chat lvfing cfia hang hfia nhieu khau quyét dinh, ttr khdu kie:in tra hang, lam hang, v:in chuyen hang cho de:n khiiu giao nhan hang hfia • Kiéirt tra hang hfia mot c:ich ky luong, néu hang hfia co sai sot gi ve phfim chat, chat luong cling nhu ve’ so luong thi Cong ty phai thong bao voi khach hang de' kh:ich hang bic:t ve: tinh trang ciia hang hfia truc c Cong ty tie’n hanh cac buoc tiep theo quy trinh • Dau tu xay dung cci sci tang, trang thic:t bi phii hop vcii viéc kiem tra, luu kho, bao quan va v;1n chuyen hang hfia • Gi:inn siit chat ché tirng bu‹ic ciia quy trinh, lac thu©ng xuyén lien tuc giira cac bfi phan, trao doi thong tin voi dc: nam duoc tie:n dfi thuc hien cac bucic va kiém soat dvcic chat luong ciia hang hfia Neu co bat ky sai sot nao xay guy trinh thi Cong ty phai nhanh chfing tim nguyén nhan va sira chfra, khac phuc sai sot dfi • Giam thoi gian chet, thoi gian du thira gitra cac buoc quy trinh va chinh cac bucic dfi Lam de quy trinh nghiép vu dien tuan tu lien tuc, an kh‹5p Gram bet thoi gian ‹ khfiu tiép theo bang cach tain tot va khfing de: xay sai sot o khau truoc Duy tri mii quan tot va lfiu d:ii vcii cc quan Hai quan de hang hfia ciia cfing ty sé duoc tien hanh thii tuc thong quan nhanh • Sat nhap nhfrng bfi phfin ciing lam nhung cong viec giong dc: [ap nén mot bfi phan chuyen ti ach thong nhat vtia tap trung nguon lvc vira nang cao hie:u quan hoat dong kinh doanh ciia p• ty To chuc lai cfing ty theo huéng chuyc:n mon hfia sau hon cling la mot each de ning cao hiéu qua quan ly va kinh doanh Nang cao chat luong dich vu giao nhfin la ye‘ii to then chot dé cfinp• ty nanp• cao suc canh tranh voi cac cong ty khiic trc:n thi truéng Co rat nhieu bic:n phap kh:ic dc: cfing ty lua chon :ip dung Sir dung bién phap nao thfii gian vao tiiy thufic vao die:u krc:n thuc té tai cfing ty ci thcri diem dfi Da dang héa cac loai hinh dich vu Nhimg dich vu ma Vinatrans dang cung c:ip la van chuyen giao nhan hang rc i, hang nguyén container, dich vu gom hang lé, dich vu van tai da phuong thilc, giao nh:in ttr cira dén cira, cho thué klio ngoai quan Trong dfi Cfing ty can chit hon nfra vao dich vu gom hang vi day la loai hinh dich vu mang lai loi ich cho nhie’u bén: ngucri chuyen chcr ducic l0i nhO tiet kic:in duoc thcii gian giao nhan va phan ph:it cac lo hang lé, khfing so th:it thu tic:n cucic ciia c:ic chia hang lé vi da co nguoi giao nhiin dam nhiém, chit h:ing tiet kiém ducrc chi phi khfing phai thue nguyén container, ngvfii giao nhan thu duoc nhie‘u doanh thu cucic hang lé thuéng tern hon cuoc hang nguyén Thuc hien dich vu nfiy doi voi cong ty giao nhiin la rat de dang va thuan loi, chi can Cong ty thiet lap nhirng tram giao nhan va dong hang lé, dong thoi co su can va can man giao nh:in hang Chién luoc gié Trong die’u kién canh tranh gay g t ciia thi truong giao nhan va su chuyen mon hfia cang cao cua cac cong ty giao nhan thi gia ca dich vu giao nhan la yéu to quan de cac cfing ty giao nhan canh tranh vfii va cung la cc sci de khach hang lua chon cfing ty ma khfing lua chon cfing ty Gia ca dich vu giao nh:in thuéng bao gfim nhiéu yc:u to nh v : chi phi lam hang, chi phi v:in chuyén, chi phi ve cucic cang, cau pha, bén bai, cucic bie:n, tiéu hoa hfing ciia hang tau va mot so chi phi khac nhfJng khofin muc chi phi nao va vcii m irc gia khach han p• sé dUoc hirong nhfrng dich vu gi va sé duoc hufing them nhtrng dich vu nao khac ma khfing phai tra tien Nhv the: sé rfit thuan lvi cho kh:ich hanp• viéc danh gi:i lua chon gia cuoc cda Cfing ty voi nhfmg cfing ty khac Ngoai ra, no giam thoi gian kh:ich hang phai giao dich vcri cong ty de: I:inn f o Ciic khoan muc chi phi miic gi:i ciia Cfin p• ty, tao niém tin cua khiich hang vao Cfing ty • Nghic:n ciiu va quyet dinh phai giam nhfrng ye”u to nao dé co the: gram gi:i cuoc ciia Cfing ty Cfing ty co the giam chi phi tain hang va chi phi van chuye’n cc cau mtrc gi:i cua Cong ty • Thuong luong dc: di de:n mot miic giii cufic van chuyen hop ly vcri nhirng cong ty kh:ic truéng hop Cong ty phai di thue phuong ti‹:n van tai ci be‘n ngoai Giém chi phi tain hang bang ciich tiéu hanh nhanh chfing qu:i trinh lam hang Tap trung nguoi va phvong tic:n de: lam hang thoi gian ngan nhat co thé va xir ly kip thcii cac sai sot San phfim ciia Cfing ty la dich vu nen ye”u to gia nhieu khfing phai la yc:u to khiich hang quan tain nhieu nhat Khach hang quan tain nhieu nhat van ID su hic:u qua cong via:c Vcii muc gia dfi hoat dong ma khach hang try th:ic cho Cong ty sé dat duoc hiéu qua sao, co tucrng thich vc i milc gif ma kh:ich hang da chi tra cho Cfing ty hay khfing Do vay, Cong ty co the gi:in tic:p gram gi:i cuoc ma khfing lam anh huéng den ket can gia ciia Cfing ty bang cach mcii chao khach hfing mot so dich vu v¾ nam muc gia dfi Gia ca bao gici cllng ID van dc: nh iic dau doi voi cfc nha quan ly Tuy nhie:n, gia ca cling la mot cfing cu h is liiéu de tao nang luc canh tranh cho Cong ty, nhat la li‘nh vuc kinh doanh dich vu Sir dunp• yeu to gia nhu the nao cho hop ly mii la dieu quan nh:it Khfing phai la chuycn gia thap thi tot ma dfi la miic giii hop ly nhat, tuong ting vfii nhung gi khach hanp• dvoc huc np• Chién litoc phan phcii Trong tinh hinh canh tranh gay gat tren thi truong giao nhan kho vfin nhu hien nay, muon ton tai va phat trién dong thoi md rong ning cao thi phfin, Vinatrans can phai mci rong thi truong giao nhan Day la mot bien phap him hiéu de: dat duoc cac muc tie‘u ve lot nhuan, muc tiéu ciing co, t g circ ng vi the: va muc tic:u an toan Khi thi truéng da du0c mo rong thi cho dii mot khu vuc thi truéng nao dfi co bién dong cling sé khfing gay anh hucrng nghiem den hoat dong ciia toan Cong ty Co mci rong duoc thi truong mci dam bao duoc loi ich I:in dai cua Cong ty cling nhu cac c:in bfi cfing nh:in via:n, moi nang cao trien vong ph:it trien cua Cfing ty Co hinh thilc mo rong thi truong, dfi la mo rong thi truong theo chie’u rong va mo rong thi truéng theo chie'u sau Mo rong thi truong theo chieu rong ducrc hiéu la mci rong thi timeing theo pham vi dia ly, theo chic:u rong ve’ khfing gian Cho dc:n nay, Cfing ty da viron nhie“u thi truong quoc te, hoat dong tren hau het ciic chau luc nhv Char Au, Chan A, Chdu MQ, Char Phi Tuy nhien, van mot so thi truérig rat gifiu tic:in nang ma Cong ty chua khai thac het tiém nang ciia no nhu khu vuc Chau Phi, khu vuc Nam MQ (Mehico, Brazil ) Met rong thi truéng theo chién sau nguoc lai khfing phai Ta mo rong thi tracing ve khu vuc dia IQ ma la tren cfing mot thi truéng hien co nhung Cfing ty co the thu hiit the:in nhieu kh:ich hang, cdng co, thiét lap quan flu dai vcii c:ic khach hang truye‘n thong bang chat luong dich vu, bring vie:c mcr rong pham vi dich vu ciia minh Hinh thuc Cfing ty co the ap dung cho thi trvéng Trung Quoc vi day la thi truéng rong lori, lai kha tuong dong ve van hfia, tap quan vcii Via:t Nam Mo rong thi trufing khfing phai la cfing via:c don gian bcii moi thi truong lai co nhfrng dac diém ve kinh té, xa hfii, luat phap, van hfia, phon p• tuc tap qu:in khong giong Diéu tic dong rfit ton tit mc'i truong kinh doanh, toi tann ly tic:u dung xa hfii, tir dfi anh huéing rat nhie:u tCii vie:c tham nhap, mci rong thi truong ciia c:ic doanh nghiep nucc ngoai Khi tien hanh nghien cifu thi trucing can tim hiéu ro c:ic thong tin sau • Tim hiéu ve: phong tuc tap qu:in, quy dinh phap luat: Thi truéng dfi co g1 khfic so vcli nhting thi truong ma Cfing ty dfi va dang hoat dong Nhifng diém khac biet dfi cfi g:iy khfi kh , trci ngai gi cho cfing tiic tham nhap thi truéng va thuc hi‹:n cfing viéc giao nh:in van chuyen hang hoa o dfi khfing? • Tim hic:u ve doi thii canh tranh: Can tim hien ve miic dfi canh tranh tren thi trucing dfi sao, nhiing doi thii canh tranh chinh, cfi diém manh, yéu gi De: canh tranh Cfing ty can chuiin bi nhfrng phuong thfrc gi Cac thong tin tren day dii chinh xac sé giiip cong ty tham nhap thi truéirig voi chi phi th:ip nhat ma lai dat hiéu qua cao va han che" riii ro Cong ty c:in phai nam bat dune nhu cau hien tai va kha nang phat trién nhfrng nam toi Hie:n Cfing ty cfi the: d:ip trng duoc o muc dfi nao va kha nang d:ip ung duoc nhu cdu dfi tuong lai Nhiing dich vu ma Cong ty cung cap tren thi truc'ng d5 d:ip ring nhu c:in kh:ich hang chua, Cong ty cfi ne’n mci rong pham vi dich vu khfing, neu cfi thi nen theo hu6ng nao de khai thac tot da nhu cau thi truong cling nhu kha nang dap frng ciia Cfing ty DC cfi duoc nhfrng thong tin tren, Cfing ty cfi the khai th:ic tir c:ic ngufin: • Qua Hi liéu nghién elm chinh thtic ciia c:ie lo chuc nhu WTO, cc quan chuye‘n tr:ich cua Lien Hop Quoc, qua cac bao ciio ciia Bo Thuong Mai cac nuoc Ngufin thong tin co uu diem la chinh xac va day dii, nhung chua chac da phu hop voi muc tic:u nghién ciiu ciia Cfing ty • Thong qua cac Hic:p hfii ma Vinatrans la th h via:n nhu FIATA, VIFFAS, VCCI Dac bic:t la thong qua cac cuoc hop cac Hic:p hfii trén to chuc Cfing ty nén tranh thii ling nghe va thao lu:in de cfip nhat nhiing thong tin mcli nhfit • Thong qua dat dién thuong mai, tham tan thuong mai ciia nuoc ta ci nucrc ngoai dc: tim hic:u tinh hinh thi tritfing • Dac bic:t Cong ty nén cir can bfi co kha nang di nghién cuu va trao doi kinh nghiem voi cac cfing ty kh:ic va ngoai nucic, tham gia cac khoa dao tao nghic:p vu Ve van de nay, nen chti y dc:n mot thi throng gan gui, dc: tham nhap va khfing may ton kém, dfi la thi truong ciia cac cfing ty xuat nhap khau Cfing ty can tfi chuc mang lucii chi nhanh va dai ly ciia cong ty rong rai h0n, dc: cac cfing ty c ciic tinh dc:u biet dén Chién lu:cc xtic tién • Thucing xuye:n cap nhat tin tilc trén website nhiéu hon ntra, trang bi cac cong cu tien ich cho website va thiet ke trang web bat mat phong phfi h0n de hap dan va g:iy sv chfi y cho nguoi truy cap • Me rong them hoat dong tie” p thi gicii thieu ve Cfing ty minh vcii khach thang thong qua thong tin dai chimg nhu bao chi, tivi, dai Hien hoat dong giao nhiin da co mot ter bao chuyén nganh danh ric:rig cho linh vuc dfi J a to Visabatimes VIFFAS ciing voi VISABA va VSA ph:it hanh Gicri thieu vé cong ty tren nhfrng to bfio nhu the” sé dv dang tiep ciin vcri khach hang hon so voi nhfrng ter b:to khac Cfing ty sé khoanh vting dune luong dfic gia tiep can voi nhfrng thong tin ma cong ty dna bcii chi co nhfrng cfing ty quan trim hoac co tham gia linh vuc hoat dong moi thvéng xuyc:n doc nhung loai bao Ngoai ra, Cfing ty cling can tri moi quan he mat thiét va thuéng xuyén vcii nhfrng ban hang quen thufic Vi chinh nhfrng ban hang khac ciia ho ve Cfing ty Tir dfi Csng ty sé mci rong duoc lvong khach hfing tlm den vfii mlnh Duy tri mot moi quan he tfit dep vc i cac ban hang quen thufic cung la yen to r:it quan doi vcli sv ph:it trien cua Cfing ty Bc i dfi chinh la ngufin hang on dinh vfi thuéng xuyen cu a Cfing ty Sau da co day dii cac thong tin nghien cfru thi trif©ng, Cfing ty can lua chon mot so thi truéng phti hop de tiep can qua nhieu phuong th tic khac nhau: 76 + Tu tham nhap Day lfi phuong thuc ma Cfing ty tu minh tién hanh dc: tlm kiem va mo rong khach hang ciia minh tren cc so da co nhung hiéu biet nhat dinh ve tinh hinh khach hang va thi truéng Cac can bo cong nhan via:n ciia Cong ty sé phai di gap cac khach hang, thuyét phuc ho sir dung dich vu ciia Cong ty Cac can bfi linh dao phai thuong xuye:n tham gia c:ie hoi thao, cac cufic hop chinh thilc cung nhu khfing chinh thiic, cac cuoc gap mat doanh nghiep de: qua dfi tranh thu ky cilc hop dong try thiic giao nhan De tain dune nhu vay, doi hfii bfi may lanh dao phai hoach dinh dune chién luoc th:inn nhap dfing dan, ciic c:in bo ciia Cfing ty phai co chuyén mon cao ve nghiep vu, co kien thtrc ve: marketing, thong thao ngoai viin dune thi truéng vi nhfrng khoan chi phi phai bfi d‹: thvc hic:n cac cfing viec tren la riit dang ke Khi tu minh tham nhap thi tracing cong ty giir duoc thé chit dong Hi da nhfrng cling phai chap nhan riii ro vi nhung no luc bfi chua chac lap tfrc dfi thu duoc ke:t qua Cfing ty chi nen ap dung phuong thiic cho mot vai thi truéng quan nhv Trung Quoc, EU vcii nhfmg thi trufing khfi khan hay qua mcii Cong ty ne:n :ip dung phuong thiic thfr hai + Thiim nhap qua trung gian • Liz:n doanh, lien ke:t v6i cong ty nuoc ngoai, nhung cfing ty von da quen thuoc voi nhfrng thi tru©ng ma Cong ty dang c:in thfim nhap Khi tien h h lien doanh, lien ke:t Cong ty sé phai chia sé loi nhuan va fi the: yc:u hon nhung Cfing ty co the: tan dung duoc ngufin von va cac moi cfing siic nghién ciiu thi tracing, d:inn tirng buoc ma lai co the tang duoc thi phan dong thoi han che: dune thap nhat nhfrng rui ro • Thong qua c:ic hiép hfii Cfing ty la vien hoac cfc dai su qufin, dai dien thuong mai hay tham tan thuong mai ciia Viet Nam O nircic ngofii gioi thiéu vc i khach hang Nhfi vfio uy tin cua cac hiép hfii nay, Cong ty Tre‘n day la mot so dé xuat ciia t:ic gia nham hoan thién chien lu0c marketing dich vu giao nhan hang hfia xuiit nhiip khiiu ciia Vinatrans T:ic gia tin rang neu Vinatrans thuc hien va bo sung nham hoan thic:n hon chién lucrc marketing dich vu giao nhan hang hfia xuat nhap khau bang duong bién ciia minh thi Cfing ty se‘ dat ducrc duoc cac muc tiéu de’ ra, trci mot Cong ty giao nhan co uy tin l‹5n duoc c:ic cfing ty va ngoai nucic tin nhiem KET LUAN Cong cufic mo ciia nc:n kinh té cung vcii chinh sach ngoai giao “Viet Nam muon lam ban vc i tat ca cac nucic tren the gicli” va nhting qua dat dif0c thc i gian qua da tao mot vi the moi thuc day su phat trién nfii tai ciia Via:t Nam mang lai nhieu thcii cc va thuan lOi m‹5i cho toan nén kinh te quoc dan nfii chung cung nhu nganh giao nhan h g hfia xuat nhap kh:iu nfii rieng Trong boi canh ay, la mot cfing ty hoat dong nganh dich vu non tré — Vinatrans da khfing ngiing co gang de vtia nam bat ccr hfii vtra vuot qua thii thiich voi muc dich phan dau trcl Cfing ty hang diiu linh vuc giao nh:in trén thi trucrng giao nhan cii a Viet Nam ciing tham vong vuctn xa tain the gicii Co the‘ nhan thay rang hoat dong giao nhan hang hfia xuiit nh:ip kh:iu big duéing bién ciia Cong ty thoi gian qua da dat duoc mot so qua darig khich Ie Trci mot nhfing hfing giao nhan hang dau linh virc giao nhan hang hfia xuat nh:ip khfiu b:Ing duong bien Vinatrans co duoc nhfrng ke” t qua kinh doanh tuong doi on dinh va tang ten khfing ngirng, dong thcri x:ic lap duoc mang luoi khiich hang o khap cac thi truong tren toan the: gioi Nhfrng qua da dat duoc sau chang dvéng hon 30 nam no luc khfing ngirng la rfit lc n nhie:n tuong lai phia trvcic r:it nhieu viec phai tain Nhirnp• khfi khan fern nhat khfing chi ric:ng Vinatrans ma ca ngfinh giao nh:in Viet Nam nfii chung dang phai doi mat dfi la tinh trang lac hau ve cc sci vat chat ki thuat phuc vu v:in tai va giao nhan Lac hau ca khau thfl tuc hfinh chinh De khac phuc nhung khfi khan dfi doi hfii nhfrng buclc di than trong, su dong long nhiit tri cua tot the can bo cfing nhan vien nham mo rong thi truéing, cai tien cc so viit chat ki thuat, nang cao trinh dfi can bo cfing nhan vien va dac biet phai hoan thién hon nfra chieri lucic marketing nfii chung va chien luoc marketing cho dich vu giao nhfin hang hfia xuat nhap kh u bang duéng bie‘n nfii riéng Nho dfi chac chan rang tuong lai Vinatrans se tiep tuc gifr vfrng vi the hang dau tronp• linh virc giao nhan hang hfia xuat nhap khau b:ing duéng bic:n cling nhu cac linh vuc kinh doanh khac ciia Cong ty TAI LIEU THAM KHAO I - Tiéng Viét I Do Hoa (2005), Chién luoc marketing, Nxb Gifio duc Luu VG Nghic:in (2001), Marketing nong kinh doanh dich vu, Nxb Thong ké Nguyen Xuan Lan (2003), Qua trinh marketing, Nxb Giao duc Pham Manh Hien (2004), Nghic:p vu giao nhan viin tai quoc te:, Nxb Thong ké Tap the t:ic gia (2000), Gifio trinh marketing ly thuyét, Nxb Giiio duc Tran Minh Dao (2002), Giiio trinh Marketing can ban, Nxb Giao duc II - Tiéng Anh Donald Cowell, The marketing of services, Heinemann Denis Lindon, The Marketing, Editons Fernand Nathan Philip Kotler (2003), Marketing Management, Prentice Hall International William Wells (2002), Advertising — Principles and Practice, NTB Publishing Group III - Website www vinatrans.com.›'n www mof.com.vn www.thuonqhieu v’ietnam com www.vnexpress.com ... luong giao nhan hang hfia xuat nhap khau bang duéng bién 47 2.2 Giii tri giao nhfin ., .48 2.3 Két cau mat hang giao nhan ! 49 ID Ph:in tich chién lunc marketing dich vu giao nh:in... Do vay, cac doanh nghiép dich vu deu xuat hien va phai thuc hién marketing not be, marketing quan he va marketing giao dich Marketing quan h‹: la xay dung nhfrng moi quan he: lau dai, tin tiring... 13 Chién luctc marketing .13 Nett dung chinh cii‹i chién lime marketing ?# Hai phan chinh ciia chie“ n luoc marketing 14 2.2 Cac ciip quyét dinh chién luoc marketing 15