nen de xay ra tlnh tr~ng lu'qng ban cua HKVN kh6 chie"m t6i u'u trong t6ng lu'qng ban cua d~i ly .
- Chua c6 chinh sach khuye"n khich thoa dang cho cac d~i ly c6 doanh s6 cao . - Bi gioi h~n bdi cac quy dinh v8 tai chinh Nha Nu'oc .
b/Hang Hang Khong Khac :
b 11 Di~m manh :
Ki~m soat ch~t che cac d~i ly m~nh c6 ngu6n khach IOn.
- Phan kenh ban thanh nhi8u lop h<Jp ly , thl,l'c hil$n t6t vil$c phdi h<Jp giua cac
kenh ban.
Khai thac hil$u qua m~ng ban phan phO'i cho cac Corp Account. b2/Di~m ye"u :
Kha nang da d~ng h6a va phat tri~n m~ng ban t~i thi tru'ong Vi<$t Nam bi h~n che" (do khong phai Ia Home base)
Chi t~p trung theo m(>t s6 uye"n bay nha't dinh kh6 c6 th~ dap ling dffy du nhu cffu cua khach .
3.3 Gia cd:
a/Hang Khong Vi~t Nam
- Ap dvng quy che" ban moi :tang Sl,l' linh d(>ng trong vil$c xay dl,l'ng gia 'dap ling nhanh nha't nhung nhu cff u cua thi tru'ong .
- Tuy nhien do thi tru'ong theo tuye"n bay kha r(>ng nen vil$c n~m b~t gia tren thi tru'ong con chua kiP thoi va chinh xac ,cac quye"t dinh ve gia chua d~t hil$u qua cao nhu' mong mu6n .
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b/Hang khac :
- Chinh sach gia ra't linh d()ng , tinh chu d()ng cao . C6 nhi~u chu'cJng trinh h6 tr<;l
di kern vdi muc gia -> to'i da h6a hi~u qua cua muc ghi ap dt;mg.
- San sang c~nh tranh thong qua vi~c giam gia : giam gia tn;fc tie'p , ho~c thong qua ve mi~n/ghlm cu'oc (FOC, AD, .. ).
3.4 Khuye'n miii va cdc bien phdp hJ trd ban :
a/Hang khong Vi~t Nam:
- Tang cu'ong cac hlnh thuc khuye'n mai va h6 tr<;l ban cho h~ tho'ng d~i ly va cho tung do'i tu'<;lng khach : Thu'dng ve tren doanh so' ban , thu'dng ve cho lu'<;lng khach ban tren tung tuye'n duong d~c bi~t ....
- Bu'a chinh sach Corporate Account vao thl;tc hi~n : thong qua d~i ly ho~c trl;tc tie'p ky ke't .
- Nang qua hi~u qua ho~t d()ng cua h~ tho'ng d~i ly : ap dt,mg che' d() thu'dng ph~t (Theo doi danh gia , cha'm di~m .. ) .
- Hi~n t~i da ap dt,mg muc gia chuyen bi~t cho tung kenh ban nhilm khuye'n khich va to'i da kha nang ban cua h~ tho'ng -> tang cu'ong vi~c da d~ng muc gia cho va to'i da kha nang ban cua h~ tho'ng -> tang cu'ong vi~c da d~ng muc gia cho tung do'i tu'<;lng khach chuyen bi~t ' theo mua ' di~m de'n .
- Tuy nhien ho~t d()ng khuye'n m~i - h6 tr<;l ban hi~n nay chua du'<;lc da d~ng , Iqp thC1i. Vi~c pho'i h<;lp giua cac b() ph~n chua tho'ng nha't.
b/ Hang Hang khong khac :
- Duy trl chinh sach tang hoa h.6ng chie't kha'u theo doanh so' cho cac "Key agent" CX , AF , TG , CI , ..
- Do ho~t d()ng chi t~p trung vao m()t so' du'C1ng bay nha't dinh -> kha nang theo sat thi tru'C1ng cao, thu'C1ng di d~u trong vi~c du'a cac san ph~m moi ' chu'cJng trinh khuye'n mai tren thi tru'C1ng.
C6 nhi~u chu'cJng trinh Ion d~ thu hut khach : FFP (Fluence Fly Passenger) , Corporate Account ... chu trQng vao ngu6n khach Business - doanh thu cao , c6 u'u
c. Dl} BAO TiNH HiNH THJ TRUONG HANG KHONG THE GIOI - vr¢T NAM:
1. Thi trztung chung:
Theo bao cao moi nha't (de"n thang 8/2001) cua Hi~p H()i cac hang Hang Khong khu vlfc Chau a-Thai Blnh Duong (AAPA) tinh de"n he"t thang 06/2001 hffu he't cac hang hang khong thu()c hi~p h()i AAPA d~u d<;lt du<;1c muc tang trudng cao hon
nhi~u so voi cung ky nam truoc: tang t:H cung ung khoang tu 4%-5%, tang khach v~n chuy~n tu 6-7%.
Dlf bao trong giai do(;ln tu nam 2001-2010 cac hang hang khong se d<;lt muc tang tntC1ng blnh quan la :
- Tang khach v~n chuy~n tu 10-12%/nam. - Tang tai cung ung tu 15-16%/nam.
- Tang cuong cac dich Vl;l phl;lC V\1 ' da d(;lng h6a cac san ph~m .
Rieng thi truong E>ong Duong : la m()t trong nhfi'ng thi truong tn;mg di~m , cac hang hang khong VOi ffil;lC tieu dung thi truong nay lam CO Sd d~ phat tri~n ffi(;lng bay khu VlfC nha't 1a cac tuye"n bay nO'i li~n: Au- A ,Trung dong- c.A, Bifc My -C. A , .. Bang 8 : ThO'ng ke lu<;1ng khach di/de'n khu vlfc Ti~u Vung Mekong(tinh Vi~t Nam)
Drm vi tinh : trieu khach
Nam 1995 1996 1997 1998 1999 2000 DB 2001 SLKhach 2,2 2,55 2,3 2,5 3,1 3,5 4,0 SLKhach 2,2 2,55 2,3 2,5 3,1 3,5 4,0
Tyl~ + 16% -8% +8% +24% +12% +15%
Bang 9 : So sanh muc tang trudng luqng khach du lich 6 cac khu vlfc tren the' giOi
Khu vQ'c GMS ASEAN Don2A , ThtGiOi
Ty 1~ tang trudng TB 12% 6.5% 7.3% 4.5%
( Bao cao cua AAPA thang 312001)
2 Thi tntung van tdi hang khong tai VietNam :
E>~ thlfc hi~n vi~c danh gia va dlf bao chie"n luqc VietnamAirlines su dl;lng muc . tang trudng GDP trong nhfi'ng nam 1999-2000 vatu 2001-2010 nhu sau:
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Bang 10:
Giai do~n Ty I~ tang trtidng Muc tang trttdng cfing b6 Tu 1999-2ooo 5,0-6,0% 8,0%-10,0% ( cong bo'
Tu 2001-201o 6,0-8,0% tntoc khi khung hoang kte)
Vi~c dl;t' bao dl;t'a tren GDP nh~m tranh nguy co dffu tu' qua Ion , vu'qt qua ti~m nang
thi tru'ong va mlic hi~u qua d~t du'qc se tha'p.
a. Ddnh gid tht tntong khdch in/out Vi~t Nam- tuytn qudc tt:
- Thi tru'ong v~n tai HK Vi~t Nam phan chia lam cac giai do~n chinh nhu' sau: Bang 11 :
Giai do~n TI~ tang /nam Danh gia giai do~n
Tu 1991-96 30-35%/Nam Giai do~n khdi dffu cua v~n tai hang khong
Tu 1997-99 5-6%/Nam Giai do~n dlnh tr~ do anh hu'dng khung hoang KTe' Tu2ooo-o5 11-14%/Nam Giai do~n phvc h6i & phat tri~n
Tu 2oo6-1o 12-15%/Nam 6n dinh va pha t tri~n
- Thi tru'ong tang tru'dng cao, tuy c6 sl;t' thay d6i d cac phan thi khach de'n 2010 :
• Co ca'u khach C1 khu vl;t'c Dong Ba:c A: giam tu 48% xuo'ng 38% • Dong du'ong va Nam Trung Quo'c : tang tu 5% len 7%
• Ba:c my :tang tu 8% de'n 10%
• Nam Thai Blnh Duong & Dong NamA: 6n dinh
- M9t so' hang hang khong ba:t dffu tham gia ban t~i thi truong Vi~t Nam lam gia tang tai cung ling tren cac tuye'n quo'c te' di/de'n Vi~t Nam .
- Nam 2000-2001 ra't nhi~u hang HK tang tffn sua't t~i thi tru'ong Vi~t Nam
B? 12 T? r · e t~ ?
kh" . V'" N m
ang y (( g1a ang an sua ay cua cac ang ang ong t~1 lt(t a Hang v~n chuy~n Tuye'n bay Tang t~n suf1t( chuytnltutln)
CI SGN-TPE Tu 07 chuye'n -> 10 chuye'n
ex HAN-HKG Tu 02 chuye'n -> 03 chuye'n cz CAN-SGN Tu 02 chuye'n -> 03 chuye'n MH KUL-HAN Tu 02 chRye'n -> 03 chuye'n SQ SIN-SGN Tu 11 chuye'n -> 12 chuye'n
(Bdo cdo cua Clfc HKDD VN- thdng 03/01)
Tuy nhien do anh hu'dng cua sl;t' ki~n 11/09/2001 , m<)t so' hang c6 chuye'n bay de'n US da giam slit tffn sua't va tiii cung ling , nh~m giam thi~u cac thi~t h~i do tlnh tr~ng bo ch6 'doi ngay bay cua khach.
Bang 13 : Cac hang giam slit tffn sua't
Hang v~n chuy~n Tuye'n bay Tang t~n sua't (chuytnltuiln) KE SEL-SGN Tu 04 chuye'n -> 03 chuye'n
oz SEL-SGN Tu 05 chuye'n -> 04 chuye'n
SR SGN-ZRH/ZRH- Ngu'ng bay t(;li Vi«$t Nam tu thang
SGN 03/2002
(Bdo cdo cua CtJ,c HKDD VN- thdng 03101)
B? ang 14 Dub, kh, h tu , th' t uo ao ac cac ! r ng d'td"' 1 en v· 1~ "t N am tu 2001 2010 -
Khu vqc SL khach N2001 * Ty trQng To'c d() tang trtidng/nam
Chau Au 31 o.ooo khach 16.0% 12.0%
Dong Ba:c A 715.000 khach 37.0% 12.0%
Dong NamA 375.000 khach 19.0% 12.5%
Uc 83.000 khach 05.0% 18.0%
Dong Duong 13.500 khach 01.0% 13.0%
TrungDong 4.300 khach 0.30% 35.0%
My 315.000 khach 16.0% 16.0%
Khac 140.000 khach 5.2% 42.0%
T6ng 1.955.800 khach 100% 15.2%
*Dlf bao dlfa tren stllifu 061
h2001
B? ang 15 Dub, kh, h tu , th. t uo ao ac cac ! r ng t Tf)ng zem vao 1~ am
Quo'c gia xua't phat S6ItiC1ng khach N2001 * %tang ghim
Phap 122.000 khach 16%
Nh~t Ban 183.000 khach 30%
Dai Loan 190.000 khach -12%
Uc 82.000 khach 18%
Trung Quo'c 82.500 khach 25%
Han Quo'c 77.000 khach 32%
H6ng Kong 89.000 khach 09%
(So' li~u thljc tt cua HKVN din thdng 06/01- dlf bdo) b. Tht tntdng khdch quae nqi :
- Voi m1,1c tieu chung phat tri€n kinh te' da't nu'oc , vi«$c tham gia cua Hang HK Pacific Airlines tren cac tuye'n bay quo'c n()i (Ha N()i,Da Nang), tuye'n quo'c te' (Taipei, Kaoshung, Hongkong, .) da t(;lo m()t sue C(;lnh tranh moi do'i voi HKVN di~u nay da t(;lo nen sue tang tru'dng m(;lnh tren thi tru'ong n()i dja Vi«$t Nam.
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- Tuy nhi<~n , khac voi v~n chuy~n hang khong tren tuye"n qu6c te" , v~n chuy~n hang khong Vi<$t Nam chiu slf cc.tnh tranh ciia cac phu'dng ti<$n giao thong khac : nhfi'ng du'ong bay t~m ng~n hi cc.tnh tranh kh6c li<$t bdi du'ong b<) , nhfi'ng du'ong bay dai- tfl,lC chinh bi C(_lnh tranh VOi giao thong du'ong S~t.
- Muc gia cu'oc v~n chuy~n khach n<)i dia do Ban V~t Gia Chinh Phii quy dinh . Bang 16: Dlf bao khach v~n chuy~n tren tuye"n qu6c n<)i ciia HKVN de"n 2010
Tuye'n Tflng thi trti<lng HKVN khai thac
Dli<lng NamOO' Nam01' NamOO Nam01* Tang trtidng/n
Trvc chinh 1.245.000 1.485.000 1.080.000 1.230.000 12% Trvc dlich 370.000 435.000 370.000 435.000 15% Khac 190.000 260.000 190.000 260.000 32% T6ng 1.805.000 2.180.000 1.640.000 1.925.000 14% Bang 17: Dlf bao kha nang tang tru'dng khach tren tuye"n qu6c n<)i tu 2001-2010:
Tuye'n Nam 2001/2000 Ty I~ tang trlidng bq/nam
Trvc chinh 9% 6%
Trvc du lich 7% 8%
Khac 6% 7%
T6ng 8% 7%
- V~n chuy~n hang khong n<)i dia ngoai hi anh hu'dng C(_lnh tranh ciia cac phu'dng ti<$n khac con hi phv thu<)c vao mvc tieu va kha nang khai thac ciia hang hang khong khai thac , cv th~ :
ang
Tgian Tangtrtidng Danh gia
1991-96 35-40%/Nam HKVN phat tri~n mc.tng bay & chinh sach gia bao ca"p 1997-00 - va 0% Khiing hoang kinh te" ' Cc.tnh tranh cac phu'dng ti<$n 2001-05 10-12%/Nam Kinh te" 6n dinh , du lich n<)i dia gia tang
CHu'ONG III : D:JNH Hu'ONG CHIEN Lu'QC MARKETING CUA HANG KHONG VIETNAM TU NAY DEN 2010.
A. Quan diEm - Mlf,c tieu chung :
1. Quan di€rn chung :
Trong cac rn1;1c tieu Ion phat tri€n n€n kinh te' cua Bang va Nha Nu'oc trong giai do:;tn tu 2001-2010 , Nha Nu'oc luon quan tarn de'n cac nganh kinh te' rniii nh9n voi ky thu~t cao va dlfa tren rnuc tang GDP hang narn d€ lam cd sd xac dtnh cac chie'n lu'<Jc ho:;tt d()ng.
Qua tho'ng ke ,kinh te' Vic$t Narn tang tru'dng rn:;tnh va d€u , rieng narn 2000-2001 da d:;ttty 1<$ tangtru'dng: 7-7,5%.
Dlf kie'n d€ d:;tt du'<Jc rnuc tang tru'dng d€ ra de'n narn 2020 binh quan rn6i narn phai d:;tt rnuc tang tu 6-7%/narn .
2. M1;1c tieu chung:
+ Ho:;tt d()ng xua"t kh~u va dffu tu' tang rn:;tnh , chu y phat triin cac nganh co ky thulj,t, cong ngh? cao , sU' d1;1ng hinh thuc h<Jp tac , trao d6i "Bi Hit don dffu" d€ biit
kiP da phat tri€n cua xa h()i .
+Tang cu'C1ng vic$c giarn ty 1<$ nh~p sieu , tang hang xua"t kh~u chinh ng:;tch , thuc d~y Vic$c lttu thong hang h6a va trao d6i dich Vl;l .
+ Ho:;tt d()ng du Itch tang tru'dng cao: du Itch quo'c te' tang tru'dng khoang 8,5%/narn du Itch n()i dta tang 3-5%/narn, se tang rn:;tnh trong cac narn tu 2005-2010 vOi chinh sach phat d()ng du Itch Vic$t Narn "Vi?t Nam diim dtn cua thien nien ky mfJi ".
+ Khuye'n khich va gia tang xua"t kh~u lao d()ng t:;ti cac tht tru'C1ng : Han Quo'c , Bai Loan ... va rn()t so' cac tht tru'C1ng khac nhu' : Philippine,My, Trung Bong, ....
Tu cac dtnh hu'ong chung cua n€n kinh te' d€ xay dlfng nen ke' ho:;tch phat tri€n va ho:;tt d()ng cua cd sd h:;t tffng n6i chung va nganh giao thong v~n tai - hang khong n6i rieng d€ ta9 nen rn()t quo'c gia c6 n€n kinh te' phat tri€n va chinh tri 6n dtnh.
V6'i nhilng mlf,c tieu chung cua toan nganh hang khong n6i chung , Tdng Cong Ty Hang Khong Viet Nam dii di ra mlf,c tieu rieng v6'i dtnh hu6'ng chinh cho giai dor;zn 2001-2010 la :" Tu nay cho de'n nam 2010 , xay dtfng thanh c6ng mqt hang Hang Kh6ng Vi~t Nam co quy m6 ho~t dqng qu6c te' trung binh va co sue c~nh tranh trong khu vtfc D6ng NamA va Tay Thai Binh Dtidng, kinh doanh co
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B~ Cl,l th~ h6a m1,1c tieu nay , T6ng Cong Ty Hang Khong Vi~t Nam - Vi~tnam Airlines da thl,l'c hi~n nhung dinh hu'ong c1,1 th€ cho tung ho~t d<)ng.
B.Dfnh hti8ng chie'n ltiqc- ghii phap:
Cac chie'n lu'qc ho~t d<)ng cua HKVN dl,ia tren cac chie'n lu'qc din ban cua ho~t d<)ng Marketing -Mix: 4P
l.San ph~m- dfch VI,J (P-Product):
a.Tuytn bay qudc nqi: a. I Dinh hu<Jng tuytn bay :
"Xay dl,l'ng m~ng du'ong bay n<)i dia va qu6c te' khu vl,l'c cua Vietnam Airlines theo hu'ong dtu true trl,lC - nan VOi u'u the' tffn sua't cao Va h~ th6ng hai trung tam trung chuy~n la Sai Gon - Ha N<)i khep kin nh~m t~o kha nang chi ph6i tuy~t d6i cac Iu6ng v~n chuy~n n<)i dia , tung bu'oc gianh the' c~nh tranh d6i voi cac Iu6ng v~n chuy~n qu6c te' di/de'n Vi~t Nam va trong vung Bong Duong, Bong Nam .A, tung bu'oc gia tang thi phffn v~n chuy~n trong khu vl,(c va bie'n Vi~t Nam thanh m<)t trong nhung trung tam v~n chuy~n hang khong quan trQng trong vungBong nam .A". C1,1 th~ :
- Xay dl,l'ng dttong bay tr1,1c n<)i dia Ha N<)i - Ba Nang - TP.H6 Chi Minh la du'ong bay chu d~o cho m~ng n<)i dia .
- Hoan thi~n va nang ca'p cac du'ong bay ng~n trong n<)i h~t : tang tffn sua't khai thac 'thay may bay moi voi tai cung ung cao tu 70 ch6 de'n 120-150 ch6. thac 'thay may bay moi voi tai cung ung cao tu 70 ch6 de'n 120-150 ch6.
- Nang ca'p su d1,1ng cac san bay cii , t~o thanh m~ng bay thu~n ti~n h<;lp ly .
- Nang San bay Ba Nang trd thanh san bay qu6c te' voi cac tieu chu£n cao nh~m thu hut khach voi m1,1c dich : du lich , kinh te' , .. de'n khu vl,fc mi~n trung n6i rieng va Vi~t Nam n6i chung.
- V oi m~ng bay cua HKVN nhu' hi~n nay cac chuye'n bay qu6c n<)i da bao phil gffn he't lanh th6 Vi~t Nam (15 di~m), tuy nhien voi dc}c di€m n~n kinh te' dang trong giai do~n phat tri~n, ch~c ch~n nhu cffu di l~i b~ng du'ong hang khong se khong ngung tang cao. Do d6, HKVN dl,l' kie'n se tang tffn sua't tren hffu he't cac tuye'n bay hi~n t~i va gia tang mQt s6 di~m bay moi, Cl,l th€:
Bang 19: Tffn sua:t bay dlf ki€n d€n 2010
Ddn VI lU 't"' h : c uyen ngay h ""'!. '
Tuye'n dti~ng TAn sua't bay Tyl~%
Hi~n nay Dt! kie'n-2010 Gia tang TP.HCM <-> Ha n()i 10-11 14 +30% TP.HCM <-> Ba nang 02-03 04 +40% Ha n()i <-> Ba nang 02-03 04 +40% TP.HCM <-> Hu€ 02-03 04 +40% Ha N()i <-> Hu€ 02-03 04 +40% TP.HCM <-> HaiPhong 01 10 +45% TP.HCM <-> Nha Trang 02 03 +50% Ha N()i <-> Nha Trang 01 02 +100% Bang 20 : Tffn sua:t bay dlf ki€n d€n 2010
Ddn . t"' h VI lU : c uyen uan h """' It ~
Tuye'n dti~ng TAn sua't bay Tyl~%
Hi~n nay Dt! kie'n - 2010 gia tang
TP.HCM <-> Quy Nhon 04 05 +25%
Ha N()i <-> Na San 03 04 +30%
TP.HCM <-> Vinh 03 05 +65%
Ba Nang <-> Vinh 03 05 +65%
TP.HCM <-> Pleiku 07 10 +45%
Ha N()i <-> Bit$n Bien 04 06 +50%
TP.HCM <-> R~ch gia 04 06 +50%
TP.HCM <-> Phu Qu6c . 07 02 +100%
TP.HCM <-> BMe ThuQt 06 01 +20%
TP.HCM <-> Ba L~t 07 02 +100%
- Theo s61it$u dlf bao tang tnt<Jng kinh t€ Vit$t Nam trong giai do~n tu 2000-2010 se d~t binh quan 6-7%/nam , voi so" lit$u nam chung ta c6 th€ dlf bao luqng khach di tren tuy€n qu6c n()i tang tru<Jng qua cac nam nhu' sau :
Bang 21 : Dlf bao ty It$ tang tru<Jng khach qu6c n()i d€n 2010.
Dol tttqng khach Ty I~ %/nam De'n 2010* Ty I~ ngum VN, NN Khach cong Vl;l 6% 70% VN: 65% , NN :35%