nhat, nang cao chat lu'<;ng dich vv cua VNA, du'a VNA sanh ngang khu
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CHUONG 3 :MOT SO GIAI PHAP NANG CAO CHAT LU(iNG DJCH
' A ?
Vl) HANG KHONG CUA VNA GIAI 2005- 2015
3.1 Djnh hti6'ng, quan va chie'n ltiQ'c phat cua VNA
3.1.1 Dinh hztung phdt triin
Xay dl,l'ng VNA tro thfmh mOt dofm kinh te' m(,lnh, Iffy kinh doanh tai
HK la co ban, d6ng thai phat cac ho<,it dOng kinh doanh da d<,ing khac c6 lien quan, dam bao thl,l'c hit%n kinh doanh c6 hit%u qua, ph\lc V\1 da:c Ivc sv nghit%p cong nghit%p hoa, hit%n d<,ii hoa dfft mtoc.
3.1.2 Quan diim phdt triin
- La doanh nghit%p nha m.toc, VNA Iffy hit%u qua kinh te' lam m\}c tieu chinh, d6ng thai lam t6t cac nhit%m V\1 khac Nha m.toc giao, khong ngung nang cao nang ll,l'c C(,lnh tranh dam bao muc tang tn.I'ong h<;ip ly, VG'ng.
- VNA kinh doanh theo co che' thi tntang, Hfy C(,lnh tranh lam dOng ll,l'c phat thich nghi t6t voi moi tntang tai HK phi tie't c6 10 trlnh clia Nha
nuoc, tie'n toi mo dta trai trong xu the' hOi va the' gioi.
- sl,l' phat tri€n cua tai HK trong sl,l' d6ng b0 voi ke't cffu h? san
bay, quan ly bay; ph6i h<;p che voi nganh du lich d€ bie'n Vit%t Nam thanh cii'a ng6 vao Dong Nam A thong qua ca.c trung tam trung chuy€n qu6c t€ IOn la Tan Son Nhfft, NOi Bai va Da Nang.
- D6i voi tai HK va cac ho<,it dOng SXKD d6ng bO, VNA tr9ng tam
ttu tien tu' xay dl,l'ng, phat dOi may bay so hfr'u, cling c6 phat tri€n nang
hfc cua cac co so h<,i khai thac ky d6ng thai chu trQng phat tri€n ngu6n
nhan ll,l'c nhu Ia d<)ng ll,l'c chu ye'u quye't dinh thanh cong trong tu'ong lai.
- VNA coi vit%c dam bao t6i da an toan HK la nhit%m V\1 hang la ye'u t6
quan trQng nhfft cho sv phat tri€n vung va kinh doanh c6 hit%u qua lmh
vljcHK
- Song song voi vit%c cling co, phat tri€n nOi life, VNA chu trQng t1m kie'm co hOi h<;p tac quoc t€ d€ huy aOng cac ngu6n von tu b6 sung, mo rOng thi
tntong, dam bao an HK, nang cao chfft lu'<;jng san phfim, tiet chi phi, tltng bu'OC xay dl,l'ng cac m6i quan lien minh chien lu'QC trong cac linh V\l'C san phfim, dich Vl,J, ky cung ling ...
3.1.3 M{tc tieu chie'n lzt(lc to?ng quat
Xay dl,l'ng VNA hang HK c6 co trong khu vvc, c6 ban rieng,
c6 uy tin va sue tranh, kinh doanh c6 qua, thong qua m()t chinh sach
san phfim va dich Vl,l chfft lu'<;jng. Cac chi tieu chu yeu giai 2005-2015 la :
- khach: nam 2010 10 khach; nam 2015 18 khach,
muc tang tni'Cing blnh quan 10% -15% I nam va san lu'<;1ng khach-km muc tang 11-13 %/nam. (adsbygoogle = window.adsbygoogle || []).push({});
- v hang h6a muc 198.000 ta"n vao nam 2010, va khoang
390.000 tffn vao nam 2015, tang tntdng blnh quan ttl' 12-15%/nam.
- T6ng doanh thu tang blnh quan 10 -11 %/nam, 47.000 ty d6ng vao nam 2015
- Thi hanh khach noi dia 70-80%, qu6c te' 38-42%.
- Thi hang h6a n()i dia 80-90%, qu6c te' 30%.
- Ty sua"t l<;1i tru'oc thue' tren doanh thu 8,62%, sau thue tren doanh thu
6,2%. L<;1i truoc thue vao nam 2015 khoang 4.050 ty d6ng.
- Ty sua"t l<;1i sau thue' tren v6n tv c6 14%.
- Phan dffu trd thanh m()t trong s6 20 hang HK du'Qc u'a chu()ng nhfft khu vvc chau A cha"t lu'<;1ng dich v1,1 khach hang va la m()t trong 4 hang HK hang C1 Dong NamA du'QC khach cong Vl,lll,l'a chQn.
- Phan dffu trd thanh m()t trong cac doanh c6 sue thu hut tri hang C1
Nam boi u'u the hlnh anh cua m()t nganh cong cao, v6 sl,l'
hung thu trong cong thu cao va 6n dinh, co hoi dao va phat
3.1.4 Cac chie'nlzt(lc phat triin to?ng thi czia VNA giai do{ln 2005-2015
- Chie'n lu'Q'c khac h6a : Xay dl,l'ng mot hang HK voi chat lu'Qng dich Vl,J hang khu vl,l'c, du'<;ic yeu thich va c6 tinh c'}nh tranh cao tren the' giOi.
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- Chie'n hi'Q'c chi phi tha'p : Thong qua tieu chuffn h6a ht% th6ng san phffm, khai thac va cung ling dich Vl.,l, nang cao nang sua't lao dQng 1'.1-0 u'u the' C'.!nh tranh Cl.,lC bQ, nga:n h'.ln ... va du'<JC ap d1.,1ng cho cac du'dng bay n(}i dia Va nga:n.
- Chie'n lu'Q'c d§u tu' phat :Phat m'.lnh d()i may bay hit%n c6, tang
cu'dng may bay sCi hfi'u du sO' lu<;ng, chung lo'.li dam bao sua't bay, tai cung ling va dam bao hit%u qua khai thac. Xay dl.,l'ng cac co sCi bao duong may bay vdi cong nght% hit%n d'.li du sue bao duong ta't ca cac lo'.li may bay hit%n co. Ung d1.,1ng cong nght% cao, nha't Ia cong nght% thong tin trong quan ly, hanh bay.
- Chie'n lu'Q'c Hc)i qu6c te': dao bao cho VNA nhanh chong tie'n
kip voi trlnh dQ tien tie'n cua HK the' gioi voi dinh hu'ong Ia thie't va tham gia cac lien minh tie'p thi va m'.lng du'dng bay, lien minh cung ling khi tai ky va bao du'ong sfra chua maybay.
- Chie'n lu'Q'c phat kinh doanh ngoai tai HK : Thl.,l'c hit%n kinh
doanh da nganh, dl.,l'a tren ye'u tO' kha nang sinh ldi va h6 tr<; cac ho'.lt d()ng cua
tai HK nhu' : xang cac hang h6a dich t?i cac cang HK, ngan hang,
bao , du lich, khach S'.ln, tin hQc ...
3.2 Cac ghli phap nang cao cha't lu'Q'ng djch V1J. hang khong cua VNA
3.2.1 Phat triin cd slJ h{l talzg, da'u tzt cai t{lO nang cap san bay nha ga.
Tren the' gioi, CUQC Ch'.!Y dua xay dl.,l'ng san bay moi dang diSn ra quye't lit%t thu hut cac hang HK. Nhu' Han Qu6c da xay dl.,l'ng san bay moi Inchon Ion ga'p
12 san bay Kansai cua voi m()t muc lt% phi re han ra't Hay nhu'
Trung Qu6c de'n nam 2020 se c6 170 san bay trong d6 c6 37 san bay qu6c te' .Voi HKVN vit%c xay dl.,l'ng cang HK, san bay phai chu y cac va'n sau:
+ c6 sl.,l' thay d6i quan nit%m mo hlnh cac cang HK, san bay. Chung ta phai (adsbygoogle = window.adsbygoogle || []).push({});
coi cac cang HK, san bay khong chila noi t1.,1 cac co sCi ky quan trQng
cua nganh HK, la noi don d6n khach dtta khach, rna con phai coi n6 la m()t
trung tam kinh te', thu'ong m'.li, du lich, dich v1.,1 vui choi giai tri, van hoa ... thu hut khach.
+ Ehip ling nhu e<iu phat kinh t€, thuong Jich va giao lu'u qu6e t€.
+ Chu trQng xay dl,l'ng cang HK, nha ga phong d<Ji thoang mat, se, hit%n va eao ea'p. C.in nang ca'p phong d<Ji danh eho eac khach C.
+ Md r<)ng cang qu6c te' thu hut khaeh va cac hang HK nuae ngoai.
+ Phat d6ng b9 ca eae san bay dia phuong.
3.2.2 Phat triin dl)i may bay hifn dr;zi
- Dinh huang phat may bay eua VNA bao g6m eae ye'u t6 chinh: Don gian ea'u true va s6lu<;5ng ehung dinh huang eong nght% mai; sue tai trung blnh va can d6i (t6i u'u hoa) giua dn sua't bay va gia thanh khai thae, dam bao dn sua't bay day va kha nang hoan d6i tie't tai cung ung phil h<;fp vai ehie'n lu(/e san phffm va tie'p thi Iva ehQn.
- Dva vao nhu e.iu thi truong va phil hgp vai eae duong bay, nam 2005 VNA se efrn e6 khoang 46 ehie'e, nam 20IO Ia khoang 62 ehie'c va 20I5 Ia khoang 96
ehie'e may bay. Ct,I xem bang 3 .I:
Bang 3.1 : Nhu cftu phat d()i may bay cua VNA
- ·
N()idung 2005 2010 2015 Lo;;ti may bay sii' dt;mg
Tfrm xa > 300 gh€ 5 9 20 B777-200ER, A380
Tfim trung xa 300 ghe' 4 4 9 B777-200ER ...
Tfrm trung 250 gh€ 6 II I6 B76717E7, A321...
Tfim trung I 50 ghe' I6 24 32 A320-2I4s ...
Hang h6a 70 ta'n I I 2
Hang h6a I 00 ta'n I 2 4
Tlim trung 70 gh€ I3 11 I3 ATR, Forker
Con . b a 46 62 96
(Ngu6n: Tdc gid fl! tdng hr;p)
- Phat d9i may bay phai phil h<Jp vai ehie'n lu<Je phat vai ke' md
r<)ng duong bay' phai e6 du ehiing phil h<Jp vai tung duong bay ... va phai dam bao co hit%u qua khai thac.
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- trung v6n tang d(>i may bay so huu a€ giam bot chi phi thue. uu tien cac lo(;li may bay hi<$n d<:;1i cua Boeing va Airbus t(;lo ki<$n cho
dich Vl,l moi du'QC ling d1,1ng nhu' A VOD, Flynet...g6p thoa man khach hang, va khong phai qua canh tie't ki<$m thoi gian bay ...
- Nen thay c16i chung lo(;li may bay hi<$n t(;li vi<$c uu tien sll' dvng Boeing 777 so voi B767 boi B777 hi<$n d(;li hon cho vi<$c ling d1,1ng cong ngh<$ moi va dich vv giai tri theo yeu Vi<$c lam nay nen du'QC thlfc hi<$n tru'oc he't cho cac chc1lng
bay qu6c te' duong dai, c6 s6 gio bay hoc1ic dong khach. (adsbygoogle = window.adsbygoogle || []).push({});
3.2.3 Phdt triin nguolz nhfin ciia VNA.
Vi<$c dao t(;lo ngu6n nhan h,tc cua VNA chu y m(>t s6 c1i€m sau:
- EHo t?o phi c6ng : Nghien c(ru dao t?o giai do(;ln dfru a trong nu&c ti€t chi phi dao t(;lO, sau c16 mai gui dfw t(;lO a nuac ngoai.
- Dao t?o ti€p-vien va nhfm vien check-in : H9 duqc coila nhfrng nguai d?i cho
hang dua san phfrm dich Vl,l den khach hang. Do cfrn xay dl,fng m(>t phong each rieng cho VNA v&i thai d() na an cfrn va phong each phl,lc V1,1 chuyen
D?c cfrn chu y la nang cao trinh d(> ngo?i ngfr ( ti€ng Anh, Phap,
Trung Qu6c) va kha nang d?t, bai hi<$n nay ky nang ngon ngu cua nhan vi en VNA dang du'Qc danh gia ra't tha'p so voi cac hang HK khac tren the' gioi.
+ Nguoi tie'p vien va nhan vien check-in phai th€ hi<$n du'<;5c ban s3:c rieng, qua phong each thai d(> va nhung ky nang khi tie'p xuc, phvc vv khach hang
+ Ngu'oi nhan vien phai t(;lO du'QC a'n tu'Qng tit tie'p xuc tien, phai chu d(>ng dap ling cac nhu va mong c1<;5i cua khach hang.
+ Phai th€ hi<$n ban sa:c dan t(>c a€ t(;lO Slf khac bi<$t voi cac hang HK khac - Dao t(;lo ky su bao duang, sua chua may bay : Cfrn cu ngay can b(>, ky su c6
vQng di h9c t?i cac nu&c chau Au ho?c My ky may bay c6 lam
chu cac lo?i may bay m&i d?i cua Boeing va Airbus. Dam bao tieu chufrn cfrn
- Dao va dvng can b(> qufm ly : nghiem tuc tir khau chQn su
dvng cho dung nguai dung khich h9c nang cao trinh d(>, cu can
b(> c6 nang h,rc di h9c dao a nu6c ngoai.
- C6 thu hut lao d(>ng tai nang tir ben ngoai ho?c cac truang h9c :
tu h9c b6ng, tra luong thuang xung dang, ca h(>i thang ...
- Cffn tht;(c hit$n cd che" tuy€n dl;lng cac chile danh Hinh rna tntoc la c6 th€ tht;(c hit$n tu cip phong ban cua VNA, tie"p vien tntdng cua cac chuye"n bay rna khong cffn phai quy dinh la c6 bao nhieu nam kinh nghit$m moi du'<;jC d\[' tuy€n nham thu hut ngu'oi tai Va phat buy S\[' ben cua nhan vien. - Xay d\['ng tru'ong h9c Hang Khong tren cd sd ke"t h<;p giua Trung tam Huin
bay va Truong Trung h9c HK hit$n nay nham nang cao chit lu'<;5ng dao ngay tu dffu, tie"n toi dao phi cong, th<;5 ky cao a trong nu'oc.
3.2.4 Phat triin cdc djch quan tiim hdlz dtn titng ca nhlin khdch hlmg
3.2.4.1 Khai thac dfch gidi trf nghe nhin theo yeu cdu (AVOD : Audio -Video On Demand) tren cdc chuye'n bay.
Hit$n nay, cac hang HK tren the' gioi ngay cang quan tam dffu tu' hdn
toi dich Vl;l giai tri tren chuye"n bay. T6ng dffu tu' dich Vl;l giai trf cua cac hang HK tren the' gioi nam 1999 la 2.022 ty USD, nam 2000 la 2105 ty USD, nam
2001 la 1900 ty USD.
D€ nang cao hdn chit lu'<;ng dich Vl;l cua mlnh, VNA cftn thay the' dffn ht$ thO'ng giai tri tren cac chuye"n bay hit$n nay bang A VOD, rna bttoc dffu la tren cac
dttong bay dai voi may bay hit$n nham thoa man nhu cffu giai tri cho
khach, giam mt$t moi va giup khach thoai mai hdn ... A VOD hit$n la cong nght$
giai tri ky sO' hit$n nhit tren may bay va dang du'<;c hang ling dl;lng
nhu' AA,AF, Britsh Airways, Japan Airlines, ... N6 la bttoc nhay VQt cha't ht<;5ng va tinh 6n dinh cua hlnh anh, am thanh so voi ht$ thO'ng giai tri man hlnh chung (Overhead system) rna VNA dang sli' dl;lng hi<$n nay. A VOD quan tam sau hdn toi Sd thich ca nhan cua hanh khach, nho n6 khach CO th€ 1\['a ChQn cac chu'ong trlnh giai tri thich h<;5p ca n(>i dung, ng6n ngfi' trong hang cac
-47- (adsbygoogle = window.adsbygoogle || []).push({});
chuang trlnh du'<Jc cung ca'p tren may bay nhu phim th€ thao, ca nh(;lc, tro chai, thien nhien hoang da, cac chuang trlnh cho tre em ... ma con c6 th€ chQn thoi gian thich h<;1p d€ theo d6i chuang trlnh cua mlnh, n6 giup cho cac khach hang c6 th€ tie'p tl;lC cong cua mlnh ngay trong thoi gian bay.
3.2.4.2 Khai thdc djch Flynet tren cdc chuye'n bay.
fHy la dich Vl,l truy internet bang thong r<)ng tren cac chuye'n bay va mang l(;li nhieu ich cho khach hang khi di chuy€n tren cac du'ong bay dai. Theo nghien CUu cua hang Boeing thl ph§n Ion hanh khach du'QC hoi
dinh se chuy€n d6i hang HK d€ chQn cac chuye'n bay c6 dich V\1 Flynet du phai chiu them chi phi 30 USD cho m6i chuye'n bay.
nay hang nhu Lufthansa, Japan Airlines, All Nippon
Airways ... da len ke' ho(;lch khai thac dich V\1 tren.
V oi VNA khai thac dich Vl,l nay thl,l'c bu'oc voi cac chuye'n
bay qu6c te' duong dai, c6 s6 gio bay cao nhtt cac duong bay di Phap, Uc, 1v1y,
cac duong bay nga:n han se thl,l'c trong giai do(;ln tie'p theo.
3.2.4.3 bufJc bo tam ve thong de' si't ve difn ti't trong v(in tdi
HK.
Hlnh thuc nay dang du'QC m<)t s6 hang Ion tren the' gioi ap dl;lng nhu': Delta Airlines, American Airlnes ... ( d My khoang 80% sti' dl;lng ve tti') va hang HK chau Au, Uc, Canada sti' dl;lng dich V\1 nay. E>ay la dich v1:1 khach tl,l' Ve qua internet, tl,l' Jam thu tl;lC check-in khi de'n san bay rna khong nho de'n nhan vien hang HK.
Iich trlnh ap dl;lng dich V\1 nay CO th€ ap dl;lng dQ'i VOi nhfi'ng chuye'n bay qu6c te' tru'oc, la cac du'ong bay toi cac nu'oc phat tri€n nhu Phap,
My ... r6i moi de'n cac du'ong bay n<)i dia va cac nu'oc khac.
ap d1:1ng dich Vl:l nay se rfft lc;1i cho kliach hang trong ch6 Va lam thu tl;lC, tie't dUQC thoi gian CUa khach d6ng thoi giam ca chi phi CLla hang( nhan vien, d(;li ly ban ve ... )
3.2.4.4 Da dt;mg cdc lo(li bdo chf tren chuye'n bay
Hit$n nay tren cac chuye'n bay cua VNA chu ye'u phvc vv lo'.li bao chi trong mtoc ho?c tie'ng anh, vit$c moi bao nhi6u khi khong du'<;Jc thl,l'c hit$n rna chi d6 c5
cU'a ra vao cho khach tl,l' de'n Iffy. Do trong thai gian tOi VNA cfrn:
+ Da d£.lng cac lo'.li bao chi theo nhi6u ngon ngu cho khach hang c6 nhi6u h,I'a chQn. D?c bit$t la cac du'ong bay qu6c te', nhfi'ng chuye'n bay c6 di6m de'n la da't nu'oc nao thl u'u tien phvc vv cac lo'.li bao, t£_lp chi theo ngon ngfi' cua nu'oc d6.
+ Tren ta't ca cac chuye'n bay d6u ap dvng hlnh thuc phvc vv la tie'p vien di moi bao tung hanh khach.
+ MC)t s6 lo'.li bao, t£_lp chi thong dvng tie'ng nu'oc ngoai du'<;Jc nhi6u ngu'oi u'a thich se phl;IC Vl,l tren tfft ca cac chuye'n bay.
3.2.4.5 Nang cap dfch V¥ vi suat an, thlic uong
- Cfrn dl,l'a vao d?c va tinh cha't quan trQng cua cac duong bay cling nhu' y
kie'n cua khach hang c6 ke' ho£.lch nang ca'p cha't lu'<;Jng cling nhu chung lo'.li sua't an, d6 u6ng cho phu h<;Jp voi tung d6i tu'<;Jng khach hang.
- Trong ke' ho£.1ch nay dn d?c bit$t quan tam tdi cac du'ong bay qu6c te' c6 dn sua't cao, va cling cfrn lu'u y la phai tang cha't lu'<;Jng sua't an cho ta't ca cac h£.1ng ghe'. - Cac m6n an phai da d£.lng, phu h<;Jp quan cho khach c6 nhi6u ll,l'a chQn.
3.2.5 FJily Jn(pzh ho{lt dl)ng marketing, xiiy qudng ba hinh dnh ciia VNA
- Chu trQng hon cong tac nghien cll'u thi tru'ong, nghien cll'u phat dich vv, thl,l'c hit$n cong vit$c qua ban Tie'p thi thi tru'ong, c6 lien ke't voi cac cong ty
nghien CUu thi tru'ong chuyen nghit$p ca trong nu'OC Va qu6c te', cac CQng tac vien ...
- Tang cu'ong cong tac quang cao, d?c bit$t la khi md them cac du'ong bay, cac
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