- Co cau td chiic cac trung tam:
3.3. Phan tich moi truong ben ngoa
3.3.1. Ve mat kinh te:
Viet nam la mot nen kinh te dang phat trien. Nin kinh tl dat toe do tang trudng kha cao nam sau
cao hen nam trudc. GDP tang 7.5%/nam dat muc tieu dk ra-dinh dilm la nam 2005 len tdi 8.4%;
nam 2005 la nam thii 25 tang lien tuc va cao hon ki luc 23 nam do Han Qudc dat dugc vao nam
1997 va chi thua ky luc 27 nam ciia Trung Qudc . San lugng luong thuc tang gap ddi, cdng
nghiep 15 lien tuc tang trudng bai chir sd-tang lien tuc tang trong thdi gian dai. Ty trgng djch vu
trong GDP bat dau tir nam 2005 da tang len. GDP binh quan theo dau ngudi nam 2005 tinh bang
USD theo ty gia hdi doai da dat 638 USD vugt kha xa so vdi miic 288 USD ciia nam 1995.
Chinh sach ty gia cua Viet Nam ngay cang linh hoat, chinh sach nay ciing se theo hudng tach rdi
su neo budc vao mot ngoai te ma gan ket vao mot sd ngoai te khac.
3.3.2. Ve cdng nghe:
Viec ap dung cac cdng nghe mdi va cdng nghe thdng tin ngay cang rgng rai trong mgi ITnh vuc.
Cac ling dung cua cdng nghe mdi ngay nay da trd thanh mot xu hudng phat trien tat yeu cua cac
nganh cdng nghiep ciia hau bet cac doanh nghiep. Cac ling dung ciia cdng nghe mdi da ddng mot
phan vao sir phat trien cua nen kinh te.
3.3.3. Ve xahdi:
Khi kinh tl phat triln cac dilu kien song co ban dugc cai thien va dan dua vao dn djnh, con
ngudi quan tam nhilu hon din viec cham sdc sire khde nhu kiem tra siic khde djnh ky, khi cd
nhiing dai dich hg da tu trang bi cho minh nhirng kien thiic y hgc tdi thieu ve phdng va phat hien
Ludn vdn Cao hoc Quan Iri kinh doanh Quoc le
benh... Xu hudng chi tieu cung da cd su thay ddi tiiy theo do tudi va gidi tinh nhu: nhirng thanh
nien ddc than thudng cd xu hudng tieu diing nhieu hon tilt kiem. Ngay nay, con ngudi da cd xu
huong chi tieu nhieu hon trudc (chi tieu ciia ngudi tieu dimg da tang 16% va doanh sd ban le
tang 20% trong giai doan tir 2005 den 2006-trich http://\v\vw.haiphon^dpi.^ov.vn ngay
25/6/2006). Nguyen nhan mot phan la do hg khdng phai quan tam nhieu din tiln bac luc tudi gia
(su thay ddi ro ret ve each suy nghT nay la ca mot sir cd gang de phat triln cai thien che do bao
hiem xa hdi va bao hiem y te ciia nha nude trong nhiing nam qua), do sinh con it, ddi sdng dugc
cai thien hon. Sir dau tu cua nude ngoai mot mat lam cho kinh te phat trien vugt bac mat khac
cung keo theo sir du nhp cua Idi sdng phuang Tay vao Viet Nam. Sir du nhap cua Idi sdng
phuang Tay da lam cho Idi sdng truyen thdng dan dan mat di, nhat la ddi vdi lap tre- nhiing
ngudi sinh ra va Idn len trong thdi ky dat nude md cira. Ldi sdng truyen thdng dan bj thay the
nhu viec sdng rieng cua cac cap vg chdng tre, each nudi va giao due con cai, xu hudng sdng d
nhirng dd thj Idn...Ben canh sir phat trien va tang trudng khdng ngirng ciia nen kinh te Viet Nam
trong nhieu nam qua dat biet la tir giai doan 2000-2005 va djnh hudng 2006-2010, tam nhin den
nam 2020 la tinh hinh xa hdi da cd nhiing chinh sach thay ddi rd ret. Qua dd the hien ro chien
luge phat trien ve mat xa hdi va kinh te ciia Viet nam trong thdi gian tdi la: Day manh nen cdng
nghiep hda, hien dai hda - khdng ngimg dau tu cac cdng trinh co sd ha tang phuc vu cho cdng
tac xda ddi giam ngheo thdng qua cac md hinh, cac cdng trinh thiet yeu phuc vu va nang cao ddi
sdng vat chat va tinh than cua nhan dan.
3.3.4. Ve dan sd:
+ Quy md dan sd:
Thdng ke din cudi nam 2005, dan sd Viet nam la 83,12 trieu ngudi, vugt khoang 700.000 ngudi
so vdi du bao muc tieu chiln luge dan sd Viet Nam giai doan 2001-2010 (82.49 trieu ngudi),
binh quan mdi nam tang hon 1.13 trieu ngudi (trich
http://w\vw.baokhanhhoa.com.vn/chinhtr-\ahoi/2006/Q4/07). Ve phan bd cd mot sir chenh
lech kha Idn giiia ddng bang va mien nui, thanh thj va ndng thdn. Dilu nay thi hien kha rd nhu
dan cu tap trung chii yeu d cac do thi Idn nhu Ha Ngi (mat do: 3347ng/km2), TP Hd Chi Minh
(2735ng/km2), rai rac d cac viing niii Tay Bac Bd nhu Son La (34ng/km2), Lai Chau (46
ng/km2), trong khi mat do trung binh ciia ca nude la 249ng/km2. Ty le giiia nam va nir: 49.15% /
50.85% (nam 2004); 48.78%; 51.22% (nam 1990).
(Ngudn: http://\v\v\v.gso.gov.vn-tinh den nam 2004)
Sir chenh lech ve gidi tinh ngay cang bi thu hep do chinh sach ke hoach hda dan sd ciia Nha
nude (mdi gia dinh chi dugc phep cd hai con) va tu tuong truyen thdng mudn cd con trai de ndi
doi tdng dudng cua Viet Nam. Ty le gia tang dan sd ciia Viet nam giam dan (nam 1990: 1.92%,
nam 2004: 1.4%). Mat khac, tdc do dd thj hda ngay cang tang nhanh d mire tren 30%/nam, xu
thi ndng dan dd ve thanh phd va cac khu cdng nghiep canh thanh phd dan den cac chung cu, dd
thj mgc len d hau bet cac tinh thanh.
+ Chat lugng dan sd:
Miic sdng cua ngudi dan ca nude nhat la khu do thj ngay cang tang do thu nhap binh quan tang
15% din 20%. 6 viing cao va ndng thdn da cd bd phan ngudi giau va trung binh vdi cac nhu cau
vl nha d da dan dugc ngdi hda ciing nhu da cd nhiing biet thu, nha cao tang
3.3.5. Ve chinh trj va luat phap:
Viet nam la mot nude cd nIn chinh tri thugc loai dn dinh nhat the gidi. Dudi su lanh dao ciia
Dang Cdng San, Viet nam da dat dugc nhilu thanh tuu vugt bac ve mgi mat. Dieu dd dugc the
hien qua cac chi tieu vl tang trudng kinh tl nhimg nam gkn day, cac chuyen tham viing ngoai
giao ciia cac chinh khach hang dlu cac nude nhu My, Thuy Dien, Trung Quoc... va mdi day nhat
la chuyin tham Viet nam cua Tdng Thu Ky Lien Hiep Qudc Kofi Anan, sap tdi la chuyen tham
ciia Tdng Thdng My. He thdng luat phap dugc sira ddi bd sung kjp thdi va phii hgp vdi tinh hinh
kinh tl-xa hdi hien tai. Chinh sach thul dugc cap nhat va dilu chinh thudng xuyen tao nhilu
nguon thu cho nha nuoc va cdng bang xa hdi.
Ludn vdn Cao hoe Quan iri kmh doanh Ouoc le
3.3.6. Ve quan he kinh te ngoai nude:
Toan cau hda dang la xu the ciia thdi dai ngay nay, qua trinh nay dien ra tren toan thi gidi. Qua
trinh toan cau hda hien nay la qua trinh vira hgp tac vira dau tranh nham thilt lap mot trat tu kinh
te the gidi mdi nham bao dam phan phdi lgi ich cdng bang hon, hgp ly ban. Hdi nhap kinh tl
qudc te cung la mot qua trinh toan cau hda. Tai thdi dilm hien nay, Viet nam gia nhap vao hai td
chiic ASEAN va AFTA, ngoai ra Viet nam dang xuc tien cac phien dam phan cudi ciing vdi My
de gia nhap td chirc thuong mai the gidi WTO. Hdi nhap quoc tl tao ra nhirng co hdi mdi nhu cd
mot thi trudng rgng Idn cd the tieu thu san pham dugc san xuat ra trong qua trinh cdng nghiep
hda, hien dai hda, thu hiit vdn dau tu tir cac nha dau tu nude ngoai, cac ngudn vien trg phat trien
ciia cac nude va cac djnh che tai chinh qudc te nhu Ngan hang thi gidi (WB), Quy tiln te quoc tl
(IMF), Ngan hang dau tu phat trien Chau a (ADB)... cd dilu kien tilp nhan cdng nghe san xuat
va cdng nghe quan ly thdng qua cac du an dau tu. Cimg vdi co hdi ddng hanh vdi co hdi, nen
kinh te nude ta cac doanh nghiep cung phai ddi dau vdi cac thach thirc Idn. Dd la sir canh tranh
quyet liet tren ca ba cap do do hang rao bao hd bj do bd, do phai thuc hien che do dai ngd tdi hue
qudc va ddi xir qudc gia nen cac san pham san xuat ra phai canh tranh binh dang vdi cac san
pham nude khac khdng chi tren thj trudng the gidi ma ngay ca tren thj trudng ndi dja. Dieu dd
khdng chi ddi hdi ban than san pham phai cd chat lugng cao, gia thanh ha (dieu nay chu yeu do
cdng nghe san xuat va cdng nghe quan ly ciia doanh nghiep quyet djnh), de san pham den dugc
vdi ngudi tieu dung doanh nghiep cdn phai cd kha nang td chirc thj trudng lam tdt cac djch vu
sau ban hang, xay dung thuong hieu md rgng kinh doanh. Va nhu vay, canh tranh khdng chi d
cap do san pham ma la d cap do doanh nghiep. Ngoai ra kha nang canh tranh cua mot doanh
nghiep phu thugc rat Idn vao chi phi dau vao ma doanh nghiep khac dat ra cho nd, phu thugc vao
cac CO chi chinh sach vT md, vao cac dich vu cdng ma Nha nude cung ung. Tat ca cac yeu to nay
tao nen chi phi giao dich xa hdi ciia doanh nghiep. Chi phi giao djch xa hdi cang Idn thi kha nang
canh tranh ciia doanh nghiep cang nhd.(Ngudn:http//www.mofa.vn)
3.4. Moi truo^ng nganh, tinh hinh nganh djch vu in an chuyin phat
3.4.1. Khach hang:
Trong nhiing nam g^n day, nen kinh tl Viet nam tang trudng kha, kich thich mgi boat ddng san
xuat kinh doanh cua mgi doanh nghiep, keo theo dd mgi doanh nghiep diu cd nhu c^u cao vl
trao ddi thdng tin.
Dac biet, trong mdi trudng canh tranh manh me, sir canh tranh ciia doanh nghiep phu thugc nhilu
vao kha nang tiep can va thuyet phuc khach hang mua, sir dung san phim, djch vu cua minh. Vi
vay hg phai thdng tin cho khach hang ve san pham, djch vu ciia hg, so vdi cac san pham, dich vu
canh tranh, hg phai tim each thuyet phuc khach hang mua va mua lai san pham dich vu mang
nhan hieu cua doanh nghiep.
Mot trong nhiing hinh thiic chii yeu ciia Marketing true tiep la giri thu true tiep (thu thuong mai)
cho nhirng khach hang tiem nang. Uu diem ciia phuong tien nay la thdng diep, phuang tien
truyen tin la mot, kha nang tiep can khach hang muc tieu rat cao.
Ben canh nhu cau giii thu thuong mai, nhieu doanh nhgiep trong qua trinh san xuat kinh
doanh, phai thuc hien trao ddi thdng bao cho khach hang nhimg thdng tin can thiet mot each
thudng xuyen, djnh ky. Tai cac doanh nghiep nay viec in an va chuyen phat cac thdng tin tdi
khach hang dugc xem la mot nghiep vu quan trgng.
Bilu doanh thu djch vu Datapost DVT: trieu ddng
-Qiitieu ^ \ ^ ^ Nam Doanh thu 2002 4.665.084 2003 10.438.306 2004 19.888.650 2005 30.233.000 Dy kien 2006 42.348.000
Ludn vdn Can hoc (Juan Iri kinh doanh Quoc ic
tinh hinh tieu thu san pham 45 40 35 30 25 H 20 15 10 5 0