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B Gio dc v o to Trng i Hc Ngoi Thng

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Cng trnh tham d cuc thi Sinh vin nghin cu khoa hc i hc Ngoi Thng nm 2008

Tn cng trnh:

BIN PHP PHT TRIN SN XUT V M RNG TH TRNG CC SN PHM T QU TO MO SN LA DA TRN PHN TCH CHUI GI TR
Nhm ngnh: 1a

H v tn sinh vin H HOI THNG

Dn tc: Kinh

Lp: Nht 5 K45F Khoa Kinh t v Kinh doanh Quc t

NGUYN TH MAI LAN N

Dn tc: Kinh

Lp Anh 11 K45D - Khoa Kinh t v Kinh doanh Quc t H tn ngi hng dn: Tin s T THY ANH

MC LC LI NI U ..........................................................................................................4 CHNG I: .............................................................................................................7 TNG QUAN V SN LA , SN PHM TO MO V C S KHOA HC...........................................................................................................................7


1.1. Tnh Sn La v vng nguyn liu to mo .......................................................... 8
V tr a l ................................................................................................................. 8 c im kh hu .................................................................................................... 11 1.1.1. 1.1.2.

1.2.

Cy to mo Sn La ............................................................................................ 12
c im t nhin ................................................................................................... 12
c im chung ca cy to mo ............................................................................... 12 c im ring ca to mo Sn La ........................................................................... 14 So snh th mnh i vi cc nng sn khc trong vng ........................................... 15 1.2.1.1. 1.2.1.2. 1.2.1.3.

1.2.1.

1.2.2.

Cng dng ca To mo ......................................................................................... 18

1.3. C s l lun nghin cu vic pht trin th trng cc sn phm t cy to mo Sn La. ................................................................................................................... 20
1.3.1. Quan im v chui gi tr (value chain) ................................................................ 20
nh ngha................................................................................................................... 20 Cc khi nim chnh .................................................................................................... 21 Xut pht im ............................................................................................................ 24 Xy dng chui ga tr to mo Sn La ...................................................................... 25 1.3.1.1. 1.3.1.2.

1.3.2.

Chui gi tr to mo Sn La .................................................................................. 24

1.3.2.1. 1.3.2.2.

CHNG II: .........................................................................................................27 PHN TCH THC TRNG SN XUT, KINH DOANH CC SN PHM T CY TO MO SN LA. .............................................................................27
2.1. Phn tch bi cnh tc ng ln chui gi tr to mo: iu kin (t nhin, x hi), th trng v tnh hnh pht trin hin ti cc khu trong chui gi tr ........... 28
2.1.1. 2.1.2. 2.1.3. 2.1.4. 2.1.5. Vng nguyn liu .................................................................................................... 29 Thu hoch................................................................................................................ 31 Vn chuyn ............................................................................................................. 32 Sn xut................................................................................................................... 33 Kinh doanh .............................................................................................................. 35
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2.2. 2.3.

Phn tch chi ph v li nhun trong chui gi tr to mo .............................. 38 Phn tch kin thc, k thut cng ngh trong chui gi tr to mo............... 39
To t nhin, to trng ............................................................................................ 40 Thu hi .................................................................................................................... 41 Vn chuyn ............................................................................................................. 42 Sn xut................................................................................................................... 42 Tiu th ................................................................................................................... 43

2.3.1. 2.3.2. 2.3.3. 2.3.4. 2.3.5.

2.4.

nh gi .............................................................................................................. 44

Chng III: .............................................................................................................46 XUT MT S GII PHP PHT TRIN CC SN PHM T TO MO SN LA. .......................................................................................................46
3.1. 3.2. Tng quan............................................................................................................ 47 Bin php pht trin cc sn phm t cy to mo Sn La.............................. 48
Nhm gii php v m............................................................................................. 48
Xy dng, quy hoch vng nguyn liu....................................................................... 49 H tr o to, ph bin kin thc k thut cho ngi dn ........................................ 51 H tr doanh nghip marketing sn phm.................................................................. 52 3.2.1.1. 3.2.1.2. 3.2.1.3.

3.2.1.

3.2.2. phm.

Nhm cc bin php vi m ca ring doanh nghip sn xut v kinh doanh sn 56


a dng ha sn phm ............................................................................................... 57 Gii php pht trin Vang Sn Tra v nc p Sn Tra ............................................ 59 Ru Vang Sn Tra..................................................................................................... 63 Nc p Sn Tra ......................................................................................................... 65 Gii php xc tin bn ................................................................................................ 67 Gii php sn phm v gi c .................................................................................... 68 Gii php qung co ................................................................................................... 70 Gii php phn phi ................................................................................................... 71

3.2.2.1. 3.2.2.2.

3.2.3.

Phn tch i th cnh tranh.................................................................................... 63

3.2.3.1. 3.2.3.2.

3.2.4.

Gii php Marketing ............................................................................................... 67

3.2.4.1. 3.2.4.2. 3.2.4.3. 3.2.4.4.

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LI NI U
1. Tnh cp thit ca ti Sn La l mt tnh min ni trng yu ca t nc vi v tr a l quan trng ni lin CHDCND Lo, tnh in Bin, Lai Chu vi cc tnh trung du Bc B. Sn La anh hng trong khng chin chng Php, ni ting rng thing nc c vi di tch nh t Sn La minh chng cho ti c ty tri ca thc dn Php v du n ca tinh thn Cch mng bt dit. Trong giai on hin nay, mc d Sn La c nhiu bc pht trin song vn cn ht sc kh khn. a hnh him tr, chia ct v nn kh hu phc tp, khc nghit khin chin lc pht trin kinh t-x hi,ci thin i sng nhn dn tr thnh bi ton hc ba vi cc cp chnh quyn. Vic trng cy g, nui con g t hiu qu, a mc sng nhn dn ln mc trung bnh ca c nc i hi nhng nghin cu, tnh ton chin lc v k hoch trin khai c th, thc t. Trc y, tnh c nhiu d n u t cp nh nc a cc cy trng ngoi lai th nghim trn t Sn La song khng t hiu qu do khng ph hp iu kin th nhng v kh hu. Thc t yu cu a phng cn u t pht trin cc cy trng bn a ph hp vi ngnh cng nghip ch bin to n by kinh t. Trong cc cy trng , to mo t ra l loi cy c u im vt tri. To mo (Sn Tra) phn b ch yu min nam Trung Quc v mt s tnh pha Ty Bc Vit Nam nh Yn Bi, Lo Cai, Sn La. To mo c v chua cht, ngt thm rt c trng c s dng rng ri trong ch bin nc qu, ru v l v thuc qu trong ng y. To mo Sn La c v thm v lng ng ln rt ph hp cho sn xut cng nghip cc sn phm Vang, nc p.
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Tuy tim nng v vai tr ca cy to mo vi s pht trin ca Sn La rt ln song vic sn xut v kinh doanh cn manh mn, nh l, hiu qu thp do nhng kh khn v vn,k thut v nhn lc. y cng l kh khn chung vi cc ngnh khc trong tnh v c khu vc min ni pha Bc. Nhn thy ngha kinh t v x hi quan trng ca to mo i vi i sng ng bo cc dn tc v s pht trin chung ca tnh, nhm tc gi quyt nh chn nghin cu ti Pht trin th trng cc sn phm t cy to mo Sn La. Nhm tc gi mong mun gp mt phn cng sc nh b gip tnh Sn La tm ra mt s hng sn phm to mo pht trin chuyn nghip hn. 2. i tng v phm vi nghin cu i tng nghin cu ca ti l vn sn xut, kinh doanh cc sn phm t cy to mo Sn La, trong ch trng ru vang v nc p to mo, hai sn phm c nhiu tim nng v iu kin ph hp vi sn xut cng nghip. Nhm tc gi tp trung nghin cu vng to Bc Yn Sn La v sn phm Vang ca nh my Bc Sn, t nh gi thc trng v xut gii php cho c vng. 3. Phng php nghin cu Nhm tc gi la chn phng php nghin cu chui gi tr (value chain) lm c s, kt hp kho st thc t, phng vn trc tip v phn tch s liu nhm gip cng trnh c ci nhn ton cnh nhiu gc .

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4. B cc cng trnh nghin cu ti gm ba phn chnh: Chng I: Tng quan v Sn La, sn phm to mo v c s khoa hc. Chng II: Phn tch thc trng sn xut, kinh doanh cc sn phm t cy to mo Sn La. Chng III: xut mt s gii php pht trin cc sn phm t cy to mo Sn La

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CHNG I: TNG QUAN V SN LA , SN PHM TO MO V C S KHOA HC

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1.1.

Tnh Sn La v vng nguyn liu to mo


V tr a l

1.1.1.

Sn La - Mt tnh min ni Ty Bc nc Cng ho x hi ch ngha Vit Nam, nm trong ta a l 20o39' - 22o00' v bc v 103o11' - 105o02' kinh ng. Pha bc gip tnh Yn Bi v Lo Cai, pha ng gip tnh Vnh Ph v Ho Bnh, pha ty gip tnh Lai Chu, pha nam gip tnh Thanh Ho v nc Cng ho dn ch nhn dn Lo vi chiu di ng bin gii 250 km. Tnh Sn La cch th H Ni 320 km theo trc ng quc l 6. Din tch t nhin l 14.210 km2, ng th 5 trong 53 tnh, thnh ph. cao trung bnh t 600 - 700m. Trn 80% tng din tch t nhin c dc t 25o tr ln. a hnh lnh th phn ho rt phc tp, mc chia ct ngang v chia ct su mnh bi cc dy ni cao, thung lng, sng v mt bng 2 cao nguyn ni tip nhau, tt c u chy theo hng ty bc - ng nam. l dy ni cao lin tip pha bc bt u t huyn Qunh Nhai qua Mng La n Bc Yn v kt thc ti huyn Ph Yn, cao trung bnh trn 2.000m, nh cao nht l Phusaphin 2874m, sn ty nam xung sng . Pha ty l dy Pusamsao bt u t nh Phusamsao n Mng Ln (sng M), cao trung bnh t 1.500m - 1.900m, nh cao nht l Phu Sam Sao cao 1925m lm thnh bin gii t nhin Vit-Lo.

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Hnh 1: Bn tnh Sn La (Ngun: website b K hoch v u t)

Gia tnh l dy Sin sung cho chai, t Thun Chu ko di qua Mai Sn, Yn Chu v gip tnh Ho Bnh, cao trung bnh t 1.000m - 1.500m, cao nht l nh Khao Canh 1.565m. T nhng dy ni chnh c nhiu dy ni nh chy theo hng gn nh vung gc vi dy ni chnh lm cho a hnh vn b chia ct li cng b chia ct thm. S chia ct ny to th mnh cho Sn La l c nhiu dng sn phm, ca nhiu i kh hu m cc ni khc khng c. Sn La l tnh min ni cao nm pha Ty bc ca T quc. T H Ni ngc ng s 6 ln Sn La di 320 km phi qua tnh H Ty, Ha Bnh. Tho
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nguyn Mc Chu vi cao 1050m so vi mt bin l ca ng ca tnh Sn La. n v hnh chnh ca tnh c 9 huyn v 1 th x, cc huyn Mc Chu, Yn Chu, Mai Sn, Thun Chu v th x Sn La nm dc trc quc l s 6, thuc vng kinh t ng lc ca tnh. Huyn Sng M v cc x vng cao ca cc huyn k trn thuc vng cao bin gii cc huyn Ph Yn, Bc Yn, Mng La, Qunh Nhai thuc vng kinh t lng h sng . Ton tnh c din tch 1.421.000 ha, c 250 km ng bin gii vi tnh Ha Phn v Lung Pha Bng ca nc Cng ha Dn ch nhn dn Lo. Dn s ton tnh c 867.885 ngi, gm 12 dn tc anh em: Dn tc Thi chim 54% tng s dn tc; dn tc Mng trn 20%, dn tc kinh 10%, cn li l cc dn tc: Mng, Dao, Xinh Mun, Kh M, La Ha, Khng, Ty, Lo v Hoa. Cng ng cc dn tc Sn La lun on kt xy dng v bo v vng chc mnh t pha Ty Bc T quc. Sng ngi: 2 h thng sng v sng M chy song song theo chiu dc ca tnh. Sng chy qua tnh vi chiu di 239km, i lin vi n l 32 ph lu ln, nh; sng M chy trong tnh vi chiu di 93km v 17 ph lu. Hai h thng ny to ra mng li sng, sui kh dy (mt trung bnh 1,8km/1km 2), dc ln nn c nhiu tim nng v thu in. Cao nguyn: 2 cao nguyn Sn La v Mc Chu ni tip nhau tri theo chiu di ca tnh v l ng phn thu gia sng v sng M. Cao nguyn Sn La di 100km, t huyn Thun Chu n Yn Chu, rng 25km, cao trung bnh t 500m - 700m. Cao nguyn Mc Chu di 80km, bt u t huyn Yn Chu n Sui Rt tnh Ho Bnh, rng 25km, cao trung bnh t 800m - 1000m. C 2 cao nguyn b mt tng i bng phng v ang to ra vng kinh t ng lc ca tnh. Tuy a hnh lnh th b phn ho phc tp nhng nhn chung tng t kh dy, thm nc tt, t l m kh, t l ln cao v c nhiu loi ph hp vi nhiu loi cy trng.
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Dn s trung bnh nm 1994: 802,0 nghn ngi, c nhiu dn tc khc nhau, trong 10 dn tc c s dn t 1000 ngi tr ln, ng nht dn tc Thi: 55,2%, dn tc Kinh 18%, dn tc Hmng 12%, dn tc Mng 8,2%, dn tc Dao 2,76%, dn tc Xinh Mun 1,45%, dn tc Kh m 1,34%, dn tc Lo 0,34%, dn tc La Ha 0,2%, dn tc Khng 0,18%. Dn c phn b rng khp trn a bn tnh, vng ro cao ch yu l dn tc Hmng, vng gia l dn tc Dao, Xinh Mun, Kh m, Khng, La ha, vng thp l dn tc Thi, Kinh, Mng... Huyn Bc Yn, ni tp trung din tch to mo ln v ngon nht tnh Sn La cng nh khu vc Ty Bc, cch H Ni 190 km v pha Ty Bc. T H Ni c th ln Bc Yn theo quc l 37 qua H Ty, Ph Th v huyn Ph Yn ca tnh Sn La hoc theo ng thy trn Sng vi bn ph T Khoa.

1.1.2.

c im kh hu

Do nh hng ca v tr a l, cao a hnh nn kh hu Sn La kh a dng, c nhng nt c th ring nhng vn mang tnh cht ca kh hu gi ma ch tuyn. Nhit trung bnh nm 21oC, nhit cao nht l 27oC, nhit thp nht l 16,7oC. Lng ma trung bnh 1410mm, nm cao nht 1829mm (1907), nm thp nht 998mm (1964), s ngy ma trung bnh 118 ngy/nm. m tng i trung bnh nm 81%. Kh hu Sn La phn thnh 2 ma r rt: Ma ng lnh v kh, t ma, lng ma di 10% tng lng c nm, m khng kh xung ti 75-76%, thng 12 v thng 1 c xut hin sng mui. Ma h nng, n sm v ma nhiu, ma bt u t thng 5 n thng 9, lng ma chim ti 90% tng lng ma c nm, khng c bo. Nhn chung kh hu Sn La to iu
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kin pht trin mt s loi hnh sn xut vng nhit i v n i bn cnh cc loi hnh sn xut vng nhit i l chnh.

1.2.

Cy to mo Sn La

1.2.1.

c im t nhin

1.2.1.1.

c im chung ca cy to mo

Tn Vit Nam:

To mo

Tn Latin:

Docynia indica

H:

Hoa hng Rosaceae

B: Hnh 2: Cy To mo (Ngun: Sch Vit Nam ) Nhm:

Hoa hng Rosales

Cy g nh

- M t: Cy g cao 4 - 5 m, cnh non c gai v lng nhung mu trng, khi gi nhn. L hnh mi mc di 7 - 10cm, rng 1,5 - 2cm, khi non c 3 - 5 thy, trn gc, thun nhn nh, mp l nguyn hoc c rng ca, lng nhung mu trng

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mt di, gn bn 6 - 10 i, phn chia ti tn mp l; cung l di 15 - 20mm. L km hnh mi di, sm rng. Cm hoa chm 1 - 3 hoa hoc hn, c lng, cung hoa rt ngn hoc khng c. i c lng mu trng vi 5 thy hnh mi mc nhn u, mt ngoi c lng, mt trong nhn. Cnh hoa 5, mu trng, mp c mi nhn, nh. Nh 30 - 50. B 5 , mi c 3 - 10 non, xp theo chiu dc ca bu; vi nhy 5, hn lin i nhau gc, c lng. Qu dng qu to, ht mu en. - Sinh hc: Ma hoa thng 3 - 4, ma qu chn thng 9 - 10. Ti sinh bng ht, chi hoc chit cnh. - Ni sng v sinh thi: Cy a sng, mc ri rc trong rng hoc thnh qun th thun loi trong trng cy bi, ven i, cao 1000 - 1500 m. - Phn b: Vit Nam: Lai Chu (Phong Th), Lo Cai (Sapa), Cao Bng, Sn La (Bc Yn: T Xa), Yn Bi. Th gii: Trung Quc, n , Mianma, Thi Lan. Gi tr: Qu chn n c. Qu ti dng ch ru vang. Qu phi kh dng lm ngun dc liu ch ru thuc, nu cao, c tc dng bi b sc khe, cha bnh tim mnh, huyt p cao v knh thch tiu ha. Cy non cn dng lm gc ghp cho cc, loi to v l to ging cy n qu. G c th ng dng gia nh v nng c sn xut. - Tnh trng: Loi him. Qu c s dng rng ri nh l ngun dc liu nn c nhn dn a phng khai thc hng nm (i khi cht c cy) dng v bn. Chnh l nguyn nhn dn ti vic gim s lng c th v thu hp khu phn b. Mc e da: Bc R. - ngh bin php bo v: Khai thc ng quy cnh (ch hi qu, khng cht cy ly qu). Khoanh vng, gia li cc cy con mc hoang trong rng, ven bn lng bo v. ng thi tm cnh gy trng trong vn rng vng cao.
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1.2.1.2.

c im ring ca to mo Sn La

Cy to mo mc ch yu ti huyn Bc Yn, cch H Ni 190km v hng Ty Bc, trong ch yu 4 x vng cao l T Xa, Lng Chu, Xm Vng, Hang Ch, trong to mo Xm Vng c bit ni ting v qu to, p v rt thm ngon. Bn x ny nm trn cng mt trc ng t th trn Bc Yn, gn nht l x T Xa (20km) v xa nht l Hang Ch (50km). Cc x khc c to mo mc ri rc song do khng cao nn to thng rt nh v cht. Cy Sn Tra cng ging nh cy ch T Xa (Bc Yn) vn ni ting vi hng v m v hng thm c trng, cng cao, kh hu lnh hng v ch cng ngon. Cng cao, qu to Mo Sn Tra cng c mu vng ti, thm hn v c v chua ngt. Qua nghin cu kho st, Qu Sn Tra Bc Yn c mi thm c trng, v chua dn dt, cht ngt, c nng ng cao hn so vi Sn Tra cc vng khc nh Sa Pa, Yn Bi.
Hnh 3: Cy To mo Sn La (Ngun: Bo in t Vietnamnet)

Hin nay to mo xut hin nhiu a phng min ni pha Bc, trong tiu biu c Cao Lc (Lng Sn), Sapa (Lo Cai), Trm Tu, M Cang Chi (Yn Bi), Bc Yn (Sn La). Nhm nghin cu lp bng so snh da trn thng tin thu thp v kin phng vn nh sau:

To Lng Sn

To Lo Cai

To Yn Bi

To Sn La 14

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Cht lng

Chua, thm

Chua, thm, qu Chua, thm, qu to to, p

Chua, cht, c v ngt. Nhiu nc. Qu b

-Dm to mo Cc phm sn -Ru ngm to mo -mai (Sm s) Khong cch t H Ni 200m

-Qu ti -Vang to mo -To kh

-Qu ti -To mo mui xi

-Vang to mo -To kh

300km

300km

200km

Bng 1: So snh To mo Sn La vi To mo mt s a phng khc.

Vic tng quan so snh cc vng tng i r rng, vic la chn sn phm ru t to mo Sn La xy dng chui gi tr l do 2 nguyn nhn chnh: cht lng to ph hp sn xut cng nghip, khong cch a l gn v thun tin.

1.2.1.3.

So snh th mnh i vi cc nng sn khc trong vng

Trong a bn Sn La: Cc sn phn ch bin t nng sn Sn La cn km pht trin, tr 2 sn phm l Ch Mc Chu v Sa Mc Chu c uy tn v gy dng th trng th to mo l cy trng c tim nng pht trin hng u. Theo bng tng kt trong nghin cu v chui gi tr trong chng trnh tip cn th trng cho ngi ngho ca Nhm tip cn th trng vi ngi ngho (SVN) tnh Sn La lit k cc chui gi tr c tim nng:

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- Nm - Go a phng - Mng - Hng th cng - Nhn

- B - Cy thuc nam - Ng - To mo - Ln bn

- Mt

Di y l bng so snh v th mnh ca tng loi nng sn c gi tr ca tnh Sn La m nhm nghin cu rt ra. T thy r li th ca sn phm To mo trong vic xy dng chui gi tr.

TT

Loi hnh

im mnh

im yu -Nhiu i th cnh

nh gi Pht trin quy m hoc cc

1 1

Nm

-Ngun thc n sn c -D nui trng

tranh

-Th trng a phng vng cu

cha thc s c nhu vng ln cn -Nhu cu cha ln (ch yu ti ch) ch bin -Din tch nh hp -K thut canh tc km trng -S ngi lm t Pht trin quy m vng tim nng song cn u t thm Pht trin quy m - Cha c cng nghip vng

1 2

-Din tch dng Mng nui trng ln -D trng

3 3 4 4

Go a phng

-Cht lng c ting -a dng do nhiu dn tc sinh sng -C mt s khu vc

-Cha c uy tn trn th C

Hng th cng

5 5

Nhn

ph hp -Cht lng tng i

-Cha c uy tn trn th Pht trin quy m trng vng

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tt 6 6 -Din tch ph hp trng ln -Din tch ph hp trng ln -Din tch ln Ng trng -Din tch t nhin v c th trng ln -C uy tn trn th 9 9 To mo trng -C nh my sn xut ru -c bc u ch trng pht trin 1 10 1 11 Ln bn Mt -C uy tn -S lng t -Sinh trng chm -Nui nh l Pht trin quy m h gia nh Pht trin quy m h gia nh C tim nng v -Trnh sn xut km iu nh hp kin pht -Mng li tiu th trin, c th tr thnh u tu kinh t c tnh -Sn lng thp -Nhiu i th cnh tranh -Nhiu i th cnh tranh -Sn xut nh l -Cht lng cha cao phm ch bin Pht trin quy m vng Cn u t thm Pht trin quy m vng

7 7

Cy thuc nam

8 8

-C uy tn trn th -Kh pht trin sn

-Mt s vng c kh -s lng t nng pht trin

Bng 2: So snh th mnh ca To mo i vi cc nng sn khc trong vng

Lp bng so snh tim nng cc loi nng sn trn nhm nghin cu c kt lun: So vi cc loi nng sn khc a phng th to mo c tim nng ln, bn vng, s pht trin gn lin nhiu vn x hi tch cc. Trong iu kin ngn
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sch hn hp, tnh Sn La nn ch trng pht trin cy to mo v cc sn phm t to mo to n by kinh t, kch thch cc ngnh khc cng pht trin.
1.2.2. Cng dng ca To mo

- Theo cc sch Y hc c: Sch Tn tu bn tho: v chua lnh, khng c. Sch Bn tho cng mc: chua ngt hi n. Sch Nht dng bn tho: v ngt chua khng c. Sch Bn tho kinh s: nhp tc dng minh, thi m kinh. Sch Dc phm ha ngha: nhp T Can nh kinh. Sch Li cng bo ch dc tnh gii: nhp T kinh. - Thnh phn ch yu: Theo cc nh nghin cu Trung quc, trong Sn tra c: acid citric, acid crataegic, acid cafiic, vitamin C, hydrat cacbon, protid, m, calci, phospho, st, acid oleanic, ursolic, cholin, acetylcholin, phytosterin. - Tc dng dc l: A.Tc dng dc l theo Y hc c truyn: Tiu thc ha tch, hot huyt tn . Ch tr cc chng tch tr, bng au tiu chy, sn hu tr au bng, nc i ra khng dt, sn kh, au tinh hon. Trch an Y vn c: Sch Bn tho kinh tp ch: "nu ly nc ra l sn". Sch Tn tu bn tho: " ung ch li thy, gi u tm tr chm l". Sch Nht dng bn tho: " ha thc tch, hnh kt kh, kin v, khoang cch, tiu kh tch huyt cc". Sch Trn nam bn tho: " tiu nhc tch tr, h kh tr chua". Sch Bn tho kinh s: " ha m thc, kin t v, hnh kt kh, tiu huyt".
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B.Kt qu nghin cu dc l hin i: Theo cc nh nghin cu dc l Trung quc Sn tra c tc dng: 1. Cng tim, h p, tng lu lng mu mch vnh, gin mch v chng lon nhp tim. Nc ct Sn tra bc trn ng vt thc nghim c tc dng phng v gim bt thiu mu c tim thc nghim. 2. C tc dng lm h lipid huyt r rt v lm gim x m ng mch, c ch ch yu l do thuc c tc dng tng nhanh bi tit cholesterol ch khng phi chng hp thu cholesterol. 3. Sau khi ung Sn tra lng enzym trong bao t tng, gip tiu ha tt hn, lng acid bo tng cng gip tiu ha cht m tt hn. 4. Sn tra c tc dng c ch cc trc khun thng hn, l, bch hu, m xanh, lin cu beta, t cu vng. Phng php bo ch khc nhau khng nh hng n tc dng khng khun ca thuc. Sn tra c tc dng an thn, lm tng tnh thm thu ca mao mch v lm co c t cung.

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1.3.

C s l lun nghin cu vic pht trin th trng cc sn phm t cy to mo Sn La.


1.3.1. Quan im v chui gi tr (value chain)

Phn tch theo chui gi tr l mt phng php c p dng rng ri trong nhiu bn nghin cu cng nh nh gi hot ng sn xut kinh doanh ca cc sn phm, c bit cc sn phm thuc cng nghip ch bin. Phng php ny gip vic nhn nhn, nh gi, t ra chin lc pht trin mt cch ton din v thu o t nhng kha cnh nh nht. nh ngha

1.3.1.1.

Chui gi tr ni n c lot cc hot ng cn thit ch bin mt sn phm (hoc mt dch v) t lc cn l khi nim, thng qua cc giai on sn xut khc nhau, n khi phn phi n ngi tiu dng cui cng v vt b sau khi s dng (Kaplinsky 1999, trang 121; Kaplinsky v Morris 2001, trang 4). Mt chui gi tr tn ti khi tt c nhng ngi tham gia trong chui hot ng to ra gi tr ti a trong ton chui. nh ngha ny c th gii thch theo ngha hp hoc rng. V ngha hp, mt chui gi tr bao gm mt lot cc hot ng khc nhau trong mt cng ty sn xut ra mt loi sn phm nht nh. Cc hot ng ny c th gm c: giai on ln tng v khi nim, giai on mua cc nguyn liu u vo, giai on vn hnh sn xut, giai on tip th v phn phi, giai on hu mi v chm sc khch hng. Tt c cc hot ng ny kt hp thnh mt chui

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ni ngi sn xut v ngi tiu dng, ng thi mi hot ng li b sung gi tr cho sn phm cui cng. V d vic sn xut nc ngt Coca-Cola th giai on tip th v kinh doanh tt lm b sung v lm tng gi tr cho sn phm. Khch hng sn sng tr gi cao hn cho mt loi nc ung c tip th mnh m ti ngi tiu dng v mng li phn phi dy c, tin li. Tng t, vi cc sn phm cng nghip ch bin th khu ch bin l khu quan trng trong chui gi tr, v n quyt nh cht lng sn phm, t nh hng n quyt nh mua hng ca khch hng. Chui gi tr theo ngha rng l mt phc hp cc hot ng do nhiu ngi tham gia khc nhau thc hin (ngi sn xut s cp, ngi ch bin, thng nhn v nhng ngi cung cp dch v) ch bin nguyn liu th thnh thnh phm c bn l. Chui gi tr rng c bt u t h thng sn xut nguyn liu th v chuyn dch theo cc mi lin kt vi cc doanh nghip khc trong kinh doanh, lp rp, ch bin Cc tip cn theo ngha rng khng xem xt mt doanh nghip duy nht tin hnh m n nghin cu cc lin kt ngc v xui cho n khi nguyn liu th c sn xut c kt ni n ngi tiu dng cui cng.

1.3.1.2.

Cc khi nim chnh

Theo s phn loi v khi nim, c ba lung khi nim chnh trong cc ti liu nghin cu v chui gi tr: (1) Phng php filire, (2) Khung khi nim do Porter lp ra (1985) v (3) phng php ton cu do Kaplinsky xut (1999), Gereffi (1994;1999;2003) v Gerefi, v Korzeniewicz (1994). Filire (Chui) Phng php filire (filire ngha l chui, mch) gm cc trng phi t duy v truyn thng nghin cu khc nhau. Khi u, phng php ny c dng
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phn tch h thng nng nghip ca cc nc ang pht trin thuc h thng thuc a ca Php. Phn tch ch yu lm cng c nghin cu cch thc m h thng sn xut nng nghip (c bit l cao su, bng, c ph v da) c t chc trong bi cnh ca cc nc ang pht trin. Trong bi cnh ny, khung filire ch trng c bit n cch cc h thng sn xut a phng c kt ni vi cng nghip ch bin, thng mi, xut khu v tiu dng cui cng. Do , khi nim filire (chui) lun bao hm nhn thc kinh nghim thc t c s dng lp s dng chuyn ng ca hng ha v xc nh nhng ngi tham gia v cc hot ng. Tnh hp l ca chui (filire) hon ton tng t nh khi nim rng v chui gi tr trn. Tuy nhin, khi nim chui ch yu tp trung vo cc vn ca cc mi quan h vt cht v k thut nh lng, c tm tt trong s dng chy ca cc hng ha v s mi quan h chuyn i. Khung phn tch ca Porter Lung nghin cu th hai lin quan n cng trnh ca Porter (1985) v cc li th cnh tranh. Porter dng khung phn tch chui gi tr nh gi xem mt cng ty nn t nh v mnh nh th no trn th trng v trong mi quan h vi cc nh cung cp, khch hng v i th cnh tranh khc. tng v li th cnh tranh ca mt doanh nghip c th c tm tt nh sau: mt cng ty c th cung cp cho khch hng mt mt hng (hoc dch v) c gi tr tng ng vi i th cnh tranh ca mnh nhng vi chi ph thp hn (chin lc gim chi ph) nh th no? Cch khc l lm th no mt doanh nghip c th sn xut c mt mt hng m khch hng mun mua vi gi cao hn (chin lc to s khc bit)? Trong bi cnh ny, khi nim chui ga tr c s dng nh mt khung khi nim m cc doanh nghip c th dng tm ra cc ngun li th cnh tranh khng th tm ra nu nhn vo cc cng ty nh mt tng th. Mt cng ty cn c phn tch thnh mt lot cc hot ng v c th tm ra cc ngun li th cnh
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tranh trong mt (hoc nhiu hn) nhng hot ng . Porter phn bit gia cc hot ng s cp, trc tip gp phn tng thm gi tr cho sn xut hng ha (hoc dch v) v cc hot ng. Trong khung phn tch ca Porter, khi nim chui gi tr khng trng vi tng v chuyn i vt cht. Porter gii thiu tng theo tnh cnh tranh ca mt cng ty khng ch lin quan n quy trnh sn xut. Tnh cnh tranh ca doanh nghip c th phn tch bng nhiu cch xem xt chui gi tr bao gm thit k sn phm, mua vt t u vo, hu cn, hu cn bn ngoi, tip th, bn hng, cc dch v hu mi v dch v h tr nh lp k hoch chin lc, qun l ngun nhn lc, hot ng nghin cu Do vy, trong khung phn tch ca Porter, khi nim chui gi tr ch p dng trong kinh doanh. Kt qu l phn tch chui gi tr ch yu nhm h tr cc quyt nh qun l v chin lc iu hnh. Phng php tip cn ton cu Gn y nht, khi nim cc chui gi tr c p dng phn tch ton cu ha (Gereffi and Korzeniewicz 1994; Kaplinsky 1999). Ti liu ny dng khung phn tch chui gi tr tm hiu cc cch thc m cc cng ty v cc quc gia hi nhp ton cu v nh gi cc yu t quyt nh n phn phi thu nhp ton cu. Kaplinsky v Morris (2001) quan st c rng trong qu trnh ton cu ha, c nhn thc rng khong cch trong thu nhp trong v gia cc nc tng ln. Cc tc gi ny lp lun rng phn tch chui gi tr c th gip gii thch qu trnh ny, nht l trong mt vin cnh nng ng. Nh vy, c nhiu cch tip cn v phn tch chui gi tr cc gc khc nhau ty vo mc ch, phm vi v c im ca cng trnh.

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1.3.2.

Chui gi tr to mo Sn La

Nh nu phn trn, phn tch chui ga tr c th rt linh hot v c nhiu cch tip cn t gc nhn ca bt k ai tham gia chui gi tr. Nhm tc gi tin hnh tm hiu, so snh v thy rng vic kt hp c ba phng php vi cc mc khc nhau l ph hp nht i vi nghin cu pht trin cc sn phm t to mo Sn La. Vi c im sn xut v kinh doanh cc sn phm t to mo Sn La cn rt manh mn, nh l, thiu s iu hnh v lin kt, nhm tc gi s dng phng php nghin cu filire c th nh gi tng quan v ra cc gii php ph hp tc ng n cc khu trng yu nht lm gia tng gi tr sn phm. Hin nay, tnh Sn La ch c hai nh my sn xut sn phm ru vang to mo vi cng quy trnh cng ngh (chuyn giao t vin ch to my cng nghip, b cng nghip) v cng ly nguyn liu t vng to Bc Yn, Sn La. Nhm tc gi quyt nh nghin cu nh my Vang Bc Sn Tra t ti th trn Bc Yn tin nh gi v so snh. Do ly im mt nh my, tc gi p dng l thuyt li th cnh tranh ca M.Porter nh gi thc trng sn xut v xut cc bin php pht trin, nhm tin phong thc y cng nghip sn xut cc sn phm t to mo. Vic nh v sn phm t to mo trong mng li thng mi ton cu l cn thit song cn c xem xt trong di hn. Trc mt, nhm tc gi tp trung vo nghin cu cc gii php gip sn phm t to mo thm nhp v to ch ng vng chc trn th trng min Bc v ni a. Xut pht im

1.3.2.1.

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Xut pht im v nh hng nghin cu bin php pht trin cc sn phm t to mo Sn La qua cng c phn tch chui gi tr l pht trin v ng bo ngho min ni. Xt v nhiu mt, to mo kh c th mang li li ch kinh t ln nh nhiu loi cy cng nghip, cy n qu khc, song li rt ph hp v cn thit vi khu vc min ni. c im chnh ca khu min ni pha Bc, c bit hng Ty Bc l a hnh i ni him tr, chia ct, kh hu khc nghit khin i sng ng bo dn tc ht sc thiu thn. Chnh ph u t vo sn xut nng nghip thng qua nhiu chng trnh, d n ln nh 135, 747 t mt s hiu qu nht nh. Qua nghin cu thc t, nhm nghin cu nhn thy ch cc loi cy c ngun gc a phng hoc cy ghp vi cy trng a phng mi t hiu qu tt, cc loi lai ging u khng t hiu qu, gy lng ph. Bi vy la chn cy to mo pht trin s mang li li ch kinh t v li ch x hi to ln vi a phng ni ring v c khu vc min ni ni chung. Vic pht trin s to tin a phng t ra cc chin lc mi rt ngn khong cch v nhiu mt vi cc vng ng bng, thnh ph.

1.3.2.2.

Xy dng chui ga tr to mo Sn La

To t nhin Trng

Vn chuyn Thu hi

Sn xut cng nghip Sn xut nh

Tiu th

Bng 3: Chui gi tr to mo Sn La
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Chng ti nghin cu v xy dng chui gi tr to mo Sn La gm cc phn nh trn, m t c th: - To t nhin, trng: cc vn v to t nhin v to trng nh din tch, cht lng. - Thu hi: cc vn v thu hoch to t nhin, to trng nh thi gian, sn lng - Vn chuyn: cc vn v vn chuyn to t vng nguyn liu n ni kinh doanh to ti hoc sn xut nh khong cch, chi ph - Sn xut: vn v sn xut cng nghip (hin c vang sn tra) v sn xut h giai nh nh cng ngh, vn, nhn lc v nh gi hiu qu cc loi sn phm
-

Tiu th: vn v kinh doanh cc sn phm t to mo, nh gi tim nng v ra cc chin lc c th

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CHNG II: PHN TCH THC TRNG SN XUT, KINH DOANH CC SN PHM T CY TO MO SN LA.

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2.1.

Phn tch bi cnh tc ng ln chui gi tr to mo: iu kin (t nhin, x hi), th trng v tnh hnh pht trin hin ti cc khu trong chui gi tr

iu kin -Din tch vng ph hp ln -Chnh sch h tr trng rng -Nh l,t pht -Cht lng thp, cha tn thu -Vng nguyn liu gn ni ch bin -Gi thnh r -c h tr t a phng -Bc u c th trng chp nhn -c h tr t a phng Tiu th

To t nhin, Trng

Vn chuyn Thu hi

Sn xut cng nghip Sn xut nh

-Din tch phn tn -ang c tip tc m rng Tnh hnh hin ti

-Th cng

-Nh l, hu ht bng cc phng tin nh

-Cha s dng ht cng sut - Mang tnh thi v

-Mng li tiu th nh, thiu chuyn nghip

Bng 4: Phn tch bi cnh tc ng ln chui gi tr To mo

Nh s tc ng ca bi cnh t nhin v x hi n chui gi tr to mo, vic sn xut v kinh doanh to mo t nhiu h tr t nh nc v a phng, c bit cc khu trng, sn xut v kinh doanh. ng thi, th trng vi to ti v cc sn phm t to ti bc u c th trng chp nhn.

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2.1.1.

Vng nguyn liu

Vng nguyn liu to ch yu ca tnh nm ti 4 x T Xa, Lng Chu, Xm Vng v Hang Ch ca huyn Bc Yn. Din tch vng to t nhin cn tng i ln song mc ri rc trn cc vng i ni, tp trung nht l vng Lng Chu cng l vng rng u ngun phng h ca tnh. Huyn u t lm ng nha ln trung tm cc x song vn cha u t cc ng ngang n tng bn nn vic thu hi v vn chuyn to nguyn liu cn rt kh khn. Ch yu ngi dn vn s dng nga v gi chuyn to v trung tm x bn li cho cc li bun v nh my.

Hnh 4: Vng nguyn liu To mo (Bc Yn, Sn La)

Hin nay, din tch rng trng tng ln do c s u t t d n 661 (d n trng mi 5 triu ha rng S: 661/Q-TTg ca chnh ph) t nm 2004 ti 2010. Tuy nhin din tch rng trng Sn Tra cha cho thu hoch do c tnh t nhin ca Sn Tra sau 7 nm mi c th ra qu. Cy Sn Tra cng cha c coi l loi cy trng im ca tnh m ch mi l cy rng phng h v xa i gim ngho. Ngun nhn lc cho vic trng v pht trin rng ni chung v Sn Tra ni ring Bc Yn cn rt mng. Ton d n 661 Bc Yn mi ch c 10 ng ch, trong ch c 1 ph gim c, 1 k tan, 2 cn b hin trng (thng xuyn lm vic trn vng rng trng) l c trnh i hc, cn li 6 cn b vn m trnh trung cp. Vi s nhn lc hn ch nh vy, vic qun l v bao qut vng rng trng gp rt nhiu kh khn. Vic giao t giao rng ti ngi dn cng pht huy

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kt qu tch cc, song do dn c tha tht v trnh canh tc thp nn lng rng trng v chm sc tt cha cao. Ngi dn a phng, ch yu l dn tc Hmng cng bc u hng li t cy Sn Tra nhng ch yu qua ngun Sn Tra t nhin. Vic u t trng mi v chm sc Sn Tra cha c ch trng do cha c u t ng mc. i vi din tch rng sn xut, nh nc ch u t cy ging v ngi dn t chm sc, i vi din tch rng phng h, nh nc u t 6triu ng/ha/4 nm, t nm th 5-9 l 100 nghn ng/ha/nm (ngun: BQL d n 661 Bc Yn). Vn u t vi cy trng di ngy nh vy so vi cc cy lng thc ngn ngy nh ng, sn cn qu thp nn cha khuyn khch c ngi dn chm sc, pht trin. Din tch vng c th trng c sn tra Bc Yn l rt ln (10.000 ha), trong khi d n 661 d nh ti nm 2010 (nm kt thc d n) c gng t c 252,2 ha. Nh vy cha khai khc c 1/50 tim nng thc t. Vic tip tc trng cy sn tra sau khi d n kt thc vn cha c a phng xem xt v ln k hoch.

Chng ti c ln vng nguyn liu thuc x Lng Chu, Bc Yn, gp mt s ngi dn tc Hmng hi v tnh hnh thu hoach v trng mi cy Sn Tra. Qua tng hp kin, chng ti nhn thy ngi dn a phng cha thc s mn m vi cy to. Vic trng mi to cn nhiu kh khn do cy sinh trng chm v ngun vn u t cha ln. Ngi dn ch yu ch trng v khng quan tm chm sc y . So vi cc cy lng thc ngn ngy a phng th tuy Sn Tra mang li hiu qu ln hn song cn nhiu thi gian chm sc, trong khi nhu cu cm no, o m vn ht sc cp thit vi ngi dn tc thiu s. Vic thu hoch to cng khng c quan tm do to bn ti vng nguyn liu rt r (5001000 ng/kg), trong khi vic thu hi gp nhiu kh khn do a hnh i ni.
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Ch yu vn l ph n v tr em thu hi lc nng nhn, trong khi nam gii lo trng trt, chn nui. Trao i vi bc H Vn Ln, trng phng kinh t - UBND huyn Bc Yn nhm tc gi c bit cy to mo hin ang c quan tm pht trin nhng ch yu vn l cy xa i gim ngho, trng rng kinh t kt hp rng phng h. Vic u t trng im vo cy Sn Tra vn cha c tnh v huyn xem xt pht trin. a phng vn ang th ng trng ch s ch o t pha trn v ngun vn t cc d n pht trin. Phng vn ban qun l d n 661 Bc Yn, nhm nghin cu nhn thy cy to mo ch chim mt phn trong d n. Vic u t cho trng v chm sc tng i t. i vi cc din tch thuc vng rng cy sn xut, nh nc ch h tr cy ging, ngi dn t trng v chm sc. i vi din tch thuc vng rng phng h, nh nc h tr 6 triu ng/ha/4nm, t nm th 5-9 l 100 nghn ng/ha/nm. S tin ny cha thc s ln, kt hp nhn s mng nn hiu qu cha cao. Nh vy, tim nng xy dng vng nguyn liu l rt ln song gp nhiu kh khn v ng x, nhn lc, vn. Vng rng nguyn liu tng i gn trung tm huyn (20-50km), song do a hnh i ni v c bit cy Sn Tra vn cha c coi l cy trng trng im, c ngha kinh t ln nn cha c u t, pht trin ng mc v xng vi tim nng.
2.1.2. Thu hoch

Do din tch vng nguyn liu tn mt, giao thng kh khn nn a phng cha tn thu c ngun to. Vi nng sut trung bnh 60kg/cy, sn lng to Bc Yn ln ti 10.000 tn qu /nm, song cha thu hoch c 1/5 sn lng.

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n ma thu hoch (thng 9-10), ngi dn tc Hmng, ch yu l ph n v tr em, thng dng nga, gi thu hoch to trn cc sn i, vng ln cn khu c tr. 1 ngi trung bnh gi c 3 gi/ngy, mi gi nng 30kg a xung trung tm x bn cho li bun hoc xe ti ca nh my ru vi gi 500-1000 ng/kg, ring to Xm Vng c th bn vi gi 2000 ng/kg. Vic thu hoch cn th cng nn cn cha tn thu lng to tng cy v din tch ton vng, lng to thu v b h hng v dp nt kh nhiu gy lng ph ln. Nh vy, vic thu hoch to cn nhiu kh khn do hn ch v ng x v trnh ca ngi dn. Nu c u t v quan tm nhiu hn, vic tn thu ngun to s a li li ch kinh t rt ln.

2.1.3.

Vn chuyn

Vng nguyn liu cch 20-50 km t trung tm huyn Bc Yn l ni c nh my sn xut Vang Sn Tra v l u mi trung chuyn to ti v cc sn phm t to mo v xui v sang cc khu vc ln cn. Huyn Bc Yn u t lm ng nha ln trung tm cc x Lng Chu, T Xa, Xm Vng, ring ng ln x Hang Ch s hon thnh vo cui nm 2008. Vic vn chuyn to ti bng xe ti tng i thun li song hin nay do nhu cu tiu th nh l nn ngi dn ch yu tr xe my hoc nga xung trung tm huyn. Gi vn chuyn y tng i r: xe ti 10 tn khong 2.000.000 ng/ngy (3-4 chuyn to). Vic vn chuyn to t Bc Yn n cc vng ln cn kh thun li. V ng b c th thng qua quc l 37 ni t ng ba C Ni (Mai Sn Sn La, ni vo quc l 6) ti cc tnh Ph Th, H Ty v xui v H Ni v cc ng tnh l ni n cc huyn ln cn nh Ph Yn, Mc Chu, Mai Sn V ng sng c
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th thng qua Sng ti bn T Khoa (cch th trn 15km) xui v khu vc Ha Bnh, H Ni. Vic u t xy dng h thng giao thng nm trong chin lc pht trin c tnh Sn La ni ring v khu vc Ty Bc ni chung to thun li ln cho vic vn chuyn to v cc sn phm t to n cc th trng tim nng.
Sn xut

2.1.4.

Vic sn xut cc sn phm t Sn Tra nh to mui xi, mai, mt, dm, nc qu vn ch yu do ngi dn a phng t lm mt cch th cng. Ring sn phm ru to mo c a phng quan tm u t 2 nh my l nh my Bc Sn ti huyn Bc Yn vi cng sut 10.000 lit/nm v nh my sn xut vang sn tra thuc cng ty cy n qu Sn La vi cng sut 20.000 lit/nm, u ly nguyn liu t vng to Bc Yn.

Hnh 5 : Nh my Vang Bc Sn Tra

Tuy cng sut rt thp song c 2 nh my u cha sn xut ht cng sut do lng tiu th km, nhm nghin cu c bit nh my ch sn xut 3 thng cui nm m lch kp tiu th trong dp Tt Nguyn n, sn lng nm cao nht cng ch t 60% cng sut v rt t sn phm d tr trong nm. Nh sn xut ru vang to t ra rt lng tng v nh hng sn phm. Vic lin kt, hp tc c mt s c s trong v ngai nc cp song do s e ngi t vic thiu kin thc, kinh nghim v tim lc ca nh sn xut a phng m
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cha a vo thc t. Vic u t vn, k thut v nhn lc l yu cu cp thit cho vic n nh v pht trin sn phm trong tng lai. Nhm nghin cu n kho st thc t ti nh my vang Bc Sn, sn xut ru vang Bc Sn Tra vo cui thng 4/2008. Nh my rng khong 60m2, dy chuyn cng ngh tng i hin i do c chuyn giao t Vin thit k ch to my nng nghip B Cng nghip. Tuy nhin, y cha phi ma sn xut ru to nn nh my chuyn sang sn xut nc tinh khit, theo anh Thng, gim c nh my, lng ru tiu th khng ln sn xut quanh nm v vic sn xut nc tinh khit a li ngun thu tng i ln m bo hat ng ca nh my v cng ty. Trao i thm vi anh Thng, chng ti c bit hng nm nh my ch mi sn xut 5.000 lit ru to, tc l mi ch bng 1/2 nng sut, ch yu vo trc tt nguyn n kp tiu th trong dp Tt. Nh my thu mua to vo thng 9-10, ngm t nht 30 ngy ri chit dch, ln men trong khong 3 thng v ng chai, xut xng trong khong 20 ngy trc Tt. Quy trnh sn xut c chuyn giao t Vin ch to my cng nghip B cng nghip t nm 2005 song cha nm no tn dng ht cng sut sn xut. C nh my ch c 1 k s, cn li cc lao ng u l thi v v cha c o to y . Do ngun nhn lc cha c tay ngh cao nn sn phm lm ra cha thc s n nh. Theo mt s kin phng vn th ung ru vang to mo gy hin tng nhc u. Chng ti trao i vi ch Nguyn Minh Chi, k s vin ch to my cng nghip B cng nghip th hin tng ny do qu trnh ngm cha c bo qun k v cha thi gian nn mt lng Andehit cha chuyn ha hon ton thnh Este. Hin tng ny hon ton c th khc phc c trong qu trnh ch bin. Nh vy vic sn xut ru to tuy cn nhiu bt cp do hn ch t trnh nhn lc song chc chn c th khc phc nu c u t y hn.
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2.1.5.

Kinh doanh

Tuy sn phm sn xut ra t cht lng tng i tt v c li cho sc khe song lng tiu th cha cao. Sn phm tiu th ch yu ti ch, qua knh trc tip hoc k gi ti cc ca hng trong huyn. Nh my c hn 30 im phn phi, song ch yu nm trong khu vc th trn Bc Yn v Ph Yn, ch c 3 im phn phi ti thnh ph Sn La v cha c im phn phi no ngoi tnh. Gi bn vang Sn Tra tng i cao so vi cc sn phm cng loi: 35.000ng/ chai 750ml v 400.000 ng/trng 15lt. Thi gian u do mi l nn ru to tiu th kh mnh trong dn, ch yu lm qu biu vo dp Tt. Song hin nay do gi bn kh cao v thi quen ca ngi a phng l ung ru mnh nn sn phm tiu th rt chm. Khch hng ch yu l tnh v huyn mua biu trung ng v cc a phng ln cn. Nh my a sn phm vang to i d 3 ln hi ch l Hi ch trin lm quc t vo nm 2006, 2007 v hi ch trin lm Xanh nm 2007. Tuy sn phm c gy c s ch song cha thc s a li hiu qu kinh t ng k. Nguyn nhn chnh ca thc trng ny gm 2 yu t: th nht, do trnh kinh doanh ca ch nh my, th hai, do nhu cu tiu th a phng khng ln. Tuy ch nh my rt c thc gii thiu v m rng phn phi sn phm song cch lm cn th cng v thiu chuyn nghip. Bao b sn phm tuy thu thit k nhiu ln song cha to n tng t ph do s dng hnh nh thiu ph hp v km n nh. Mi nm bao b c thit k li 1 ln v hnh nh cha gi bn sc, mu m tng i ging nhiu loi vang khc. Nh my cha c 1 chin lc kinh doanh c th, hnh thc phn phi t nhin v km ch ng, thng bn ngay cho a phng hoc k gi cho cc ca hng bn l dp Tt cho khch vng lai. Nh sn xut thng c gng tiu th tan b sn phm trc tt do yu cu nhanh

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chng thu hi vn v tm l s . Hnh thc tip th ch yu qua knh truyn ming v qu biu ca a phng. Thng hiu Vang Bc Sn Tra mi ch c bit n 1 vng nh v cha thc s vng chc. Nguyn nhn th nht l do ch nh my cha u t nng cao tm nh hng v v th ca thng hiu vang sn tra. Ngi dn a phng v ngay c ch nh my ch bit rt s lc v cc cng dng ca Sn Tra. Bi vy vang to mi ch coi l 1 th ru ung Tt ch cha c cng dng v ch ng r rng. Nguyn nhn th hai do nhu cu tiu th cha ln. Th trng ch yu ca vang Sn Tra vn l khu vc cc huyn ca tnh Sn La. y l khu vc dn c cn nhiu kh khn, cha c thi quen ung ru vang ngay c trong dp l tt. Ph n v tr em, ngi cao tui thng thch cc loi nc ngt trong khi nam gii cho rng vang Sn Tra qu nh v nht. Ngi dn a phng a chung cc loi ru trng lm t ng, khoai, sn vi nng cn 40% gi khong 10-12 nghn/lt. Vic s dng loi ru nng 11,5 % vi gi 35.000 ng/chai 750 ml l khng ph hp v rt lng ph. Trong khi , vic m rng th trng n cc khu vc ng bng cng gp nhiu kh khn. Thi quen dng ru vang ca ngi dn cha ln, trong khi trn th trng tn ti rt nhiu sn phm ru vang trong cng c nhiu sn phm ru vang ni nh vang Thng Long ca cng ty c phn Thng Long v vang Lt ca cng ty c phn thc phm Lm ng Ladofoods. Vic cnh tranh trn th trng v a 1 sn phm mi l vang t qu sn tra cn u t nhiu vn v c k hoch marketing thc s hiu qu. Trao i vi cc nh phn phi ru to, ch yu l cc ca hng bnh ko, nc gii kht bn km ru to trong dp tt, chng ti c bit lng tiu th trung bnh ch mi c 400 chai, i vi mt vi nh hng th c khong 1000 chai. Ru ch yu bn cho khch vng lai hoc ngi dn mua v lm qu.
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2.2.

Phn tch chi ph v li nhun trong chui gi tr to mo

Nhm nghin cu chn ru vang to mo l sn phm duy nht hin nay mang tnh cng nghip v tham gia y vo chui gi tr nghin cu vn chi ph v li nhun trong vic sn xut nhm nh gi hiu qu kinh t cc khu trong chui v tng quan so snh cc sn phm cng loi hoc thay th trn th trng. i vi cc sn phm do cc h dn sn xut, c th so snh tng t vi ru vang to mo.

To t nhin, Trng

Thu hi

Vn chuyn

Sn xut

Tiu th

Gi bn: Chi ph: Li nhun: % Li nhun:

800 500 300 37,5%

1000 800 200 20%

3000 2000 1000 33%

30000 20000 10000 33%

35000 30000 5000 14%

Bng 5: Chui gi tr to ra 1 chai ru vang 750ml (tham kho s liu t cng ty Vang Bc Sn Tra v gi th trng) (n v :VND)

Nh bng phn tch trn thy, tng hp khu sn xut v kinh doanh ru l khu em li gi bn v li nhun cao nht trong chui gi tr. Nh sn xut cng nghip, gi tr qu to mo c nng cao r rt. Tuy nhin, nh sn xut cn tc ng mnh hn vo khu sn xut h chi ph nhm tng t sut li nhun.
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Vic u t trang thit b c ngha rt quan trng v s lm tng hiu sut sn xut theo quy m, tng cht lng sn phm to uy tn trn th trng. Nhm nghin cu phn tch v nhn thy chi ph sn xut ln ch yu do khu hao ti sn c nh. Nh my thng xuyn sn xut di cng sut khin khu hao ln, y gi thnh ln cao trong khi nguyn liu rt r. h gi thnh sn phm, nh my cn tch cc tm kim u ra cho sn phm, sn xut vi cng sut ti a nhm hn ch nhng hao ht ln v ti sn c nh. Cng theo kt qu phn tch t bng trn, gi tr qu to mo nguyn liu cn rt thp. iu ny to li th cnh tranh v gi so vi cc loi hoa qu khc, song t ra mt vn l s kh to ng lc cho ngi dn u t chm sc v pht trin vng nguyn liu. Vi c im cy nguyn liu hin nay ch yu mc hoang th mc gi trn c th chp nhn c, song trong mt vi nm ti, khi cc cy nguyn liu trng cho thu hoch th mc gi ny khng m bo i sng ngi dn. V vy, cn tip tc u t sn xut, kinh doanh m rng th trng tng cu gip y gi to ti, to nguyn liu ln mc hp l hn. Tm li cn u t ng b cc khu trn chui gi tr, trong c bit ch khu sn xut v kinh doanh l khu trung tm, to ng lc cho vic tng gi tr ton chui.

2.3.

Phn tch kin thc, k thut cng ngh trong chui gi tr to mo Kin thc, k thut cng ngh l yu t rt quan trng trong sn xut v kinh

doanh, c bit trong bi cnh cnh tranh ngy cng gay gt hin nay. Xt ring vi sn tra, mc d hin nay vic trng, sn xut, tiu th cn mang tnh t nhin do khng mt nhiu chi ph xong vn kin thc, cng ngh

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cn c xem xt, cn nhc tng gi tr ca sn phm v pht trin bn vng trong tng lai. Nhn chung, cng ngh, kin thc c ph bin n hu ht nhng ngi tham gia vo chui gi tr, xong vic hiu v thc hin vn cn nhiu bt cp. Nguyn nhn chnh do trnh dn tr thp v tnh manh mn, cu th, thiu chuyn nghip. Nh vy vn kin thc, k thut t ra thc trng ngun nhn lc rt ng lo ngi i vi sn xut sn phm to mo ni ring v cc loi hnh sn xut kinh doanh khc khu vc min ni pha Bc ni chung.

To t nhin, Trng K thut -n gin, c hng dn y -T l sng khng cao

Thu hi

Vn chuyn -Kh tt -Dng xe ti 5-10 tn

Sn xut -Nh my: tt -Dn: n gin, th cng

Tiu th

-Th s: bng tay, gi -nh hng khng tt n cht lng

-Cha c kin thc, k nng. -T pht

Bng 6: Phn tch kin thc, k thut cng ngh trong chui gi tr.

2.3.1.

To t nhin, to trng

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a s din tch to hin nay l to t nhin, sn c song vic trng thm to mo cng ang c a phng trin khai do li ch kinh t v vai tr t nhin ca to mo. To mo l loi cy rng, c c tnh t nhin l sinh trng khu vc cao 1000 - 1500 m, mc d to mo ch xut hin mt s khu vc nht nh nhng rt d sinh trng v pht trin. K thut trng khng qu phc tp v c d n 661 Bc Yn qun l, hng dn nhng thi gian sinh trng tng i lu. Thi gian sinh trng ca cy to mo c m t theo bng di y:
STT 1 Giai on m ht K thut Thi gian

m trong bu ti vn m ca 7 thng d n

Trng Chm sc

Trng trong h 30x30x30 (cm) Mt 1600 cy/ha Pht quang, lm c thng xuyn

Thng 5-7 7 nm

Bng 7: Phn tch thi gian sinh trng ca cy to mo

Hin nay, a phng tin hnh giao t n tng h dn, ngi dn c th tp hp, lin kt t thnh nhng khu vc ln tin chm sc, lm tng tnh ch ng, tch cc ca ngi dn. C quan chc nng cn tip tc v nng cao vic tuyn truyn, hng dn k thut cho ngi dn v hng dn cch xen canh theo hnh thc ly ngn nui di ngi dn yn tm v tch cc chm sc cy to mo.

2.3.2.

Thu hi
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K thut thu hi to mo cn rt n gin v th cng. Thng ch c ph n, c gi v em nh tham gia thu hi. Cy to mo tuy phn b ri rc v a hnh i ni dc song l loi cy thp nn tng i thun li cho thu hi. Ngi dn thng hi bng tay v gi hoc dng nga chuyn v trung tm x hoc xung huyn bn li cho thng li hoc nh my. Do cy to mo phn b nhng khu vc a hnh kh khn v k thut thu hi, bo qun khng tt nn cha tn thu ngun to v cht lng to b nh hng, qu su, dp khin gi bn khng cao.

2.3.3.

Vn chuyn

Vn vn chuyn to c thc hin kh tt v do qung ng vn chuyn ngn nn vn k thut khng nh hng nhiu n cht lng to. Tuy nhin cng cn lu phn loi to, nhng loi qu to, p cn chun b bao hoc hp cha ring trnh h hi.

2.3.4.

Sn xut

Quy trnh k thut sn xut to nh my Vang Sn Tra c chuyn giao t Vin ch to my cng nghip, B cng nghip v a vo vn hnh t nm 2005, cht lng ru c th trng bc u ghi nhn. Tuy dy chuyn cng ngh t cht lng tt song vic p dng v thc hin ca nh my cn nhiu vn . Hin nh my ch c 1 cn b k thut ang i hc i hc ti chc, cn li ton b nhn cng u l nhn cng ma v, khng c o to v k thut sn xut hay v sinh an ton thc phm. iu dn n cht lng sn phm khng ng u trong cc m ln men. Mt s ngi tiu dng phn nh
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ru vang sn tra gy hin tng au u. Trao i trc tip vi k s Trn Th Minh Chi thuc vin ch to my cng nghip l ngi trc tip hng dn v chuyn giao cng ngh cho nh my, nhm nghin cu c bit hin tng trn do thi gian cha di v bnh ngm cha kn khin lng Andehit cha chuyn ha hon thnh thnh Este. y ch l vn k thut thng thng song phn nh nhiu thiu st trong khu sn xut ca nh my.

2.3.5.

Tiu th

Tiu th l vn gp nhiu bt cp v kh khn nht v kin thc trong chui gi tr to mo tnh n thi im hin nay. Ton b cn b nh my Bc Sn, k c gim c u cha c o to v kinh t v qun tr kinh doanh. Vic iu hnh sn xut, kinh doanh ch yu da trn kinh nghim v pht trin do iu kin thun li ti a phng. Cng ty Bc Sn l cng ty a lnh vc, ch yu l xy dng c bn, bn cnh l sn xut ru vang v nc tinh khit. V vy vic tiu th ru to mo gn nh cha pht trin thc s sau 3 nm i vo hot ng. Hnh thc tiu th ru vang to mo ch yu l bn ti ch hoc k gi ti mt s ca hng trong huyn v cc a phng ln cn. Khch hng ch yu l huyn v tnh mua lm qu biu v mt s khch vng lai. Trao i vi gim c nh my, chng ti nhn thy nh my cha c nhiu khi nim v marketing v tiu th sn phm nn mc d c mt vi hot ng qung b sn phm nh trn bo, i, tham d trin lm, tip th ti mt vi ca hng tng hp song hiu qu cha cao. Vic p dng cc hnh thc tiu th ch yu do thu nhn thng tin t cc cng ty khc ch cha c k hoch v chin lc c th.
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V vy hin nay sn phm vang to sn tra mi ch c by bn ti hn 30 ca hng trong khu vc tnh Sn La v cha c a ti nhiu khu vc khc.

2.4.

nh gi Qua nghin cu, tng hp ti liu, quan st v phng vn thc t, nhm

nghin cu nhn thy thc trng trng, thu hoch, sn xut v kinh doanh cc sn phm t to mo Sn La c rt nhiu tim nng pht trin ng thi gp nhiu hn ch t nhiu yu t khch quan v ch quan. Cy to mo l loi cy nhiu cng dng y hc, em li li ch kinh t cao, c bit c ngha vi vng min ni pha Bc ni chung v tnh Sn La ni ring trong chin lc xa i gim ngho v pht trin bn vng. To mo Sn La c nhiu c tnh thun li hn to cc vng khc nh nng ng cao hn, thm ngon hn. V tr a l ca vng to Sn La c nhiu thun li hn cc vng khc. T H Ni ln th trn Bc Yn ch khong 190km, t trung tm Bc Yn ln vng to ch t 20-50 km. Trong khi vng to cc a phng ln cn xa hn rt nhiu. V d Sapa cch H Ni hn 300km, Trm Tu v M Cang Chi (thuc Yn Bi) cch H Ni khong 300km, ng x i li kh khn hn rt nhiu. Thc trng sn xut kinh doanh cc sn phm t to bc u thu c mt s thnh qu nht nh. Sn phm to ti, nc to, mt to, to kh c nhiu vng bit n, tr thnh mt th qu qu khi n vi Sn La. Sn phm ru vang Sn Tra thu c nhiu kin phn hi tt, hng v thm ngon c bit v li n tng kh phai. Nhiu khch du lch khi n vi Sn La v nhiu ngi dn Sn La thng a sn phm vang Sn Tra n gii thiu nhiu ni, bc u gy c s ch ca th trng.
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Tim nng sn xut ca vng to cn rt ln. Lng tiu th mi c 1/5 sn lng hin c, din tch c th trng c Sn Tra cn nhiu, nu c u t s tr thnh vng nguyn liu tr ph trong tng lai. C th u t trng rng sn tra thnh rng phng h cc khu vc ph hp, t hiu qu kinh t v an ninh cao. Vic xy dng c s h tng cho cc x vng nguyn liu cng ng thi nm trong chng trnh xa i gim ngho v c hng cc ngun ti tr ca cc t chc phi chnh ph khc nn c th em li cng lc li ch kinh t v li ch x hi. Nu c chnh sch thu ht v s dng vn u t hp l, vic pht trin sn xut v u t vng to c th em li li ch tng ha cho a phng. Vic tiu th v qung b cho sn phm vn cn mang tnh cht t pht, thi v. Cn b qun l thiu c v kinh nghim ln kin thc v Marketing. sn phm i vo i sng, thc s cn c mt chin lc qung b v tiu th t ph v hiu qu. Chnh v vy, nhm nghin cu chng ti mong mun xy dng m hnh chui gi tr cho sn phm Ru Vang ch bin t qu To mo Sn Tra t ra c nhng gii php hu ch nht cho tng khu trong chui gi tr nhm pht trin sn phm ny.

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Chng III: XUT MT S GII PHP PHT TRIN CC SN PHM T TO MO SN LA.

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3.1.

Tng quan T to mo c th sn xut c nhiu sn phm khc nhau nh ru vang,

ru ngm qu, nc p, dm, mai, to kh (dng trong ng y). Nhm nghin cu so snh tim nng ca tng loi sn phm v c bn nhn xt nh sau:
nh gi -Trung bnh nh hng pht trin -Cn tip tc sn xut nn l sn phm ch o -Cn tng thi gian v gi lng lu kho nht nh tng cht lng sn phm 2 Ru ngm to mo -Nhu cu th trng khng ln -Ngi dn c th t sn xut 3 Nc p to mo -Nhu cu nc gii kht -Nn u t mnh pht ln -Nc to mo c th xp vo thc phm chc nng nn c nhiu c hi pht trin 4 Dm to mo -Nhu cu th trng khng ln -Ngi dn c th t
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STT Sn phm 1 Ru vang to mo

-Ch yu trong dp l tt cng nghip song cha

- ngi dn t sn xut theo nhu cu th trng

trin thnh sn phm mi nhn

- ngi dn t sn xut theo nhu cu th trng

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sn xut 5 mai to mo -Nhu cu th trng khng ln 6 To mo kh -Nhu cu th trng khng ln do khng phi v thuc u ngnh -Cc nh thuc u thit lp h thng thu mua c nh nn rt kh thm nhp Bng 8: Phn tch tim nng pht trin cc sn phm t to mo - cc h sn xut th cng t sn xut - ngi dn t sn xut theo nhu cu th trng

T bng trn ta thy hin ti ch c sn phm ru vang v nc p qu l c tim nng sn xut cng nghip ln. Cc sn phm khc nhu cu th trng tng i thp nn c th cc h gia nh t sn xut, kinh doanh ti ch nh hin nay. 3.2. Bin php pht trin cc sn phm t cy to mo Sn La Theo kt qu phn tch da trn l thuyt v chui gi tr, nhm nghin cu nhn thy cn c gii php ton din tc ng n ton chui ng thi c mt s gii php trng tm tc ng mnh n hai khu sn xut v kinh doanh l hai khu quan trng, to li nhun ln song cn rt yu hin nay.

3.2.1.

Nhm gii php v m

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3.2.1.1.

Xy dng, quy hoch vng nguyn liu

Theo nhng phn tch trn, nhm nghin cu xut xy dng vng nguyn liu 4 x: T Xa, Lng Chu, Xm Vng v Hang Ch ni m hin nay cy To mo ang mc ch yu. Vng nguyn liu ny s c trin khai theo hnh thc: Giao t giao rng, tn dng nh, xen canh gi v, bao thu mua. Th nht, t i ni trc kia b hoang nay s c chuyn quyn s dng cho tng h dn vi thi hn 50 - 100 nm, t s khng c t b hoang, ngi dn s khng tn dng c vng To mc hoang m buc phi tham gia xy dng vng nguyn liu. Cn xy dng cc quy nh rng buc ngi dn v tuyn truyn cho ngi dn hiu ngha kinh t ln ca to mo, t h s ch ng, t gic . Th hai, h tr vn ban u cho ngi dn bng hnh thc cho vay vn u i (tn dng nh) vi li sut thp, mc ch m bo vn trong thi gian u khi cy To mo cha th thu hoch v gip ngi dn yn tm sn xut. Ngun vn ny c th kt hp ngun vn h tr ca nh nc theo d n 661 tng thu nhp, n nh kinh t cho ngi dn. Th ba, do bn tnh To mo l loi cy lu nm, c ma v, nn m bo i sng cho nhn dn tham gia vng nguyn liu, a phng cn c mt i ng cn b nng nghip hng dn nhn dn thc hin trng xen k To mo vi mt s loi cy lng thc nh Ng, khoai, sn. Mt khi m bo c v lng thc, nhn dn s yn tm chm sc v thu hoch To mo. Cy mi trng th trng xen k cc cy lng thc vi khong cch mt va phi m bo iu kin sinh trng to mo. i vi cy t 4 nm tui tr ln, khi iu kin sng v thch nghi vi mi trng m bo, c th hng dn ngi dn nui th mt s

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loi gia sc nh ln mo, d ni l nhng loi sinh trng chm song sc sng cao v rt c a chung trn th trng, c bit cc thnh ph ln. Th t, mt din tch ln (ty theo iu kin) vng nguyn liu s c cng ty Vang Bc Sn Tra m bo thu mua t u v vi gi hp l, vi s lng v cht lng tha thun, m bo u ra cho ngi trng. Cng ty Vang Bc Sn Tra ch cn bao ti a sn lng to mo do bn thn qu to mo c ting trn th trng v tiu th tng i ln v ngy mt tng. Th nm, xy dng thm nhiu ng giao thng, c bit cc ng ngang gia v trong cc x nhm gip vic tn thu ngun to. Do a hnh huyn Bc Yn chia ct mnh v giao thng rt kh khn nn vic thu hi v vn chuyn to ch yu din ra cc x, bn vng thp v gn ng nha. a phng c th xy dng ng bng nhiu hnh thc nh chia s chi ph vi ngi dn theo ch trng Nh nc v nhn dn cng lm, thu ht cc ngun vn pht trin ca cc t chc phi chnh ph pht trin min ni, vng su vng xa. Vic thu ht cc ngun vn ti tr l mt hng hay cn xem xt k v pht trin giao thng va mang ngha x hi to ln, bn vng, va gp phn vo vic tiu th cc nng sn a phng ni chung v to mo ni ring, tng cng ci thin i sng cho ngi dn. u im - To c vng nguyn liu n nh cho cng ty sn xut. Cng ty ch phi lm vic vi mt s t ch vng nguyn liu thay v vi nhiu ngi bn l nh trc y. Do xy dng thnh vng nguyn liu cng nghip v c tha thun trc v cht lng sn phm nn vic thu hoch v bo qun To mo buc phi c ng dng nhng k thut hp l. T va tng cht lng cho To, va trnh lng ph do To gip, nt, gip h gi thnh nguyn liu.
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- Vng nguyn liu nm tp trung 4 x nu trn, li c quy hoch c th nn vic u t c s h tng s tp trung hn, t cng gp phn gim chi ph vn chuyn t vng nguyn liu ti c s sn xut. - C th to thm cng n vic lm cho ngi dn a phng trong mi v thu hoch. Li m bo i sng v nhu cu lng thc hng ngy ca h. - Vic xy dng vng nguyn liu c th nhn c ngun ti tr ban u t d n 661 (d n trng mi 5 triu ha rng S: 661/Q-TTg ca chnh ph) v mt s d n v xa i gim ngho khc. Vic cho vay vn u i pht trin vng nguyn liu cng c h tr bi Ngn hng Chnh sch X Hi, Ngn hng Nng Nghip v Pht trin Nng thn

3.2.1.2.

H tr o to, ph bin kin thc k thut cho ngi dn

Hin ti, vn k thut l rt xa l i vi ngi dn a phng, dn ti s gim st cht lng, lng ph nguyn liu, tng gi thnh. Chnh v vy, nhm nghin cu xut hnh thc h tr o to, ph bin kin thc k thut cho ngi dn theo cch: Tinh gin ti a, hc i i vi hnh, o to ti ch Th nht, a phng cn c cn b chuyn mn v cc vng, hun luyn ngi dn cc k thut v trng trt, thu hoch, bo qun, ng gi vn chuyn. Do bn cht dn c khu vc ny ch yu l ngi dn tc, c nhn thc kh s khai, v vy tt c cc kin thc ny cn c sng lc v n gin ha ph hp vi nhn thc ca ngi dn.Vic o to, ph bin kin thc cn c trin khai trc v trong mi v thu hoch ngi dn ng dng kin thc vo thc t. Th hai, tin hnh o to trong 2 nm u, dn tin ti o to cn b ngay ti vng h c th t ph bin kin thc cho ngi dn ca mnh.
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Th ba, i vi nh my Vang Bc Sn Tra, cn o to i ng k thut chuyn mn vng m bo sn xut tun th cc iu kin k thut, v sinh, t cht lng cao v n nh theo nh thit k v nghin cu pht trin sn phm. Vic thu ht nhn ti l bi ton kh khng ch vi ring nh my m cn vi tt c cc ban ngnh trong huyn v tnh ni chung. Nh my cn ban hnh nhiu chnh sch ph hp nh lng, cc u i v mt x hi v c hi pht trin. Trong iu kin thu ht ngi ti kh khn nh hin nay, c th c nhiu cn b a phng, c bit cn b ngi dn tc i hc nng cao kin thc v xy dng qu hng. u im: - Vic hun luyn ny c th nm trong chng trnh Pht trin cy cng nghip trong d n Xa i gim ngho ca tnh Sn La. T s nhn c s h tr c v chuyn mn v kinh ph t cp trn. - Ngi dn nm vng cc k thut gip tng hiu qu cy trng, nng cao cht lng, h gi thnh nguyn liu v cc khu sng lc ban u.

3.2.1.3.

H tr doanh nghip marketing sn phm

Tnh Sn La cn nh gi ng tm quan trng ca vic pht trin cc sn phm t to mo, coi to mo khng ch l cy rng, cy xa i gim ngho m l cy cng nghip thc s. T dnh cho doanh nghip sn xut cc sn phm t to mo mt s u i v quyn li nht nh v Marketing sn phm. c bit trong iu kin cc doanh nghip cn rt yu v thiu v vn, nhn lc v kinh nghim. a vic pht trin kinh doanh to mo thnh chin lc v thng xuyn ch trng pht trin.

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Tnh cn xc nh cy to mo l cy trng im kinh t bn cnh mt s loi nng sn khc nh sa v ch Mc Chu, xoi Yn Chu nhm c nhng chng trnh u t thch ng v tp trung. Tnh cn xy dng tn gi To mo Sn La quen thuc nh Nhn lng Hng Yn, Thanh Long Vnh Long, Da Bn Tre Tnh c th hnh nh to mo xut hin trn nhiu sch, bo, hnh nh trn cc phng tin thng tin khi ni v Sn La, nhm a to mo pht trin cng nhng pht trin chung ca tnh. i vi cc chnh sch pht trin ngn v di hn, tnh cn dnh ngun vn cho to mo cng nh mt vi nng sn to mi nhn pht trin. Tnh c th h tr cc doanh nghip sn xut to mo thi gian u bng cch t hng mt s sn phm lm ung tip khch, qu biu, gii thiu sn phm n mt s a phng khc hnh nh to mo Sn La vn xa hn, tip cn nhiu i tng khch hng cc a phng khc. Cc hi ngh, hi tho lin kt kinh t, gii thiu hnh nh Sn La ti cc a phng, bn hng khc cn lu gii thiu cc sn phm c sn a phng, trong c to mo. Cc n lc qung b sn phm ca chnh quyn a phng s to nh hng ln v tch cc n nhiu ngi dn, to thnh knh Marketing truyn ming hiu qu. H tr doanh nghip tham d cc hi ch trin lm trong v ngoi nc Tnh nn dnh mt ngun kinh ph ph hp h tr doanh nghip tham d cc hi ch trin lm trong v ngoi nc, thay v doanh nghip t thn vn ng nh hin nay. Vic h tr doanh nghip vi t cch a phng s khin sn phm c ch hn v c c hi tm kim nhiu bn hng hn.

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T chc nhiu hi ch, trin lm, nm du lch trong tnh nhm thu ht u t, hp tc kinh doanh vi cc doanh nghip trong tnh, ch trng n doanh nghip sn xut sn phm to mo. Hin nay, tnh Sn La c t chc mt vi hi ch trong tnh lin kt cng mt s a phng khc song cn nht nh l v thiu chuyn nghip. Tuy vy, trong nhng k hi ch , sn phm to mo ti v ru vang to mo cng rt c ch , thng xuyn phi nhp thm hng. l mt tn hiu rt ng mng chng t s quan tm ln ca th trng n sn phm to mo. Tnh cn u t t chc k hi ch ln hng nm, t chc nm du lch hoc nhng chng trnh ca ma nhc ln pht sng trn truyn hnh nhm thu ht ng o khch du lch n Sn La, t to knh Marketing cc sn phm t to mo nh sn vt c trng ca a phng.

Kt hp vi Du lch Vi mt sn phm cn mi nh ru v nc p to mo th h tr t a phng v cc ngnh khc l rt quan trng. y nhm tc gi xin xut gii php kt vic pht trin du lch a phng vi vic qung b sn phm ti khch du lch v coi y l mt chin lc quan trng trong chui gii php pht trin th trng cho cc sn phm t to mo. Trc y, chin lc ny cng c nhiu a phng p dng kh thnh cng v d nh: cc sn phm t sa b Ba V, ch dy Sa Pa, vang Lt v chnh Sn La cng pht trin sn phm sa b Mc Chu theo hng ny chnh v vy s c iu kin thun li trin khai i vi Vang Sn Tra. Nhm nghin cu xut mt s bin php pht trin th trng sn phm Vang to mo nh sau:
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Th nht, a Vang Sn Tra v Nc Sn Tra tr thnh loi nc ung c quyn ca du lch Sn La. Cc sn phm ny s c cung cp cho tt c cc tour du lch ti Sn La v phc v km ba n. Bin php ny gip gii thiu sn phm ti lng khch ti Sn La, gip h c c hi lm quen v nm th sn phm t sn tra. Do cht lng sn phm Vang Sn Tra v ti y l nc Sn Tra c ghi nhn t mt s chuyn gia v ngi tiu dng nn nhm nghin cu tin tng bin php ny s pht huy tc dng rt tch cc trong vic Marketing sn phm. Th hai, a Sn tra gii thiu ti du khch nh mt c sn ca a phng v c by bn cng vi nhng mt hng lu nim khc trong cc quy bn hng khu du lch. C th kt hp by bn nhiu sn phm khc nhau nh to ti, ru ngm to, to kh song cn c bit ch trng n sn phm Vang v Nc To mo. du khch quan tm v hiu r hn v cng dng ca to mo, cn pht km mt s ti liu nghin cu y hc v m t quy trnh sn xut 100% t thin nhin. ng thi cng ty TNHH Bc Sn (n v sn xut ru vang Bc Sn Tra hin nay) s ng ra m 1 s i l chuyn cung cp cc sn phm t To mo (trong sn phm chnh l Vang Sn Tra, ngoi ra c thm to sy kh, nc chit xut to mo, mt to mo) nh mt im n trong lch trnh mi tour du lch Sn La phc v nhu cu ca du khch mun mua sn phm v lm qu biu. Cc i l ny cn c qung b mnh nhm thu ht khng ch khch du lch theo tour m c cc khch du lch bi v khch vng lai, tr thnh a im khng th khng n khi n vi Sn La. Th ba, t chc 1 Tour du lch ti vng nguyn liu Sn Tra vi tn Khm ph qu hng V chng A Ph. Huyn Bc Yn c c im kh hu trong lnh, mt m, l a bn c ng ln ca ng bo dn tc HMong v tng i gn H Ni nn kh thun tin cho vic pht trin du lch sinh thi. Tour du lch c th bao gm tham quan hang A Ph khu vc Hng Ngi (cch vng to khong 30km),
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thm quan vng to, ni du khch c th t tay hi nhng qu to ti ngon trn cnh, ngm n ln mo, d, nga bn cc gc to c th, tham quan nh my sn xut Vang to mo v Nc p to mo tn mt chng kin v tin tng tuyt i ngun gc v cht lng sn phm. Sn phm t to mo cn c gii thiu v kt hp kho lo trong tour du lch, to im nhn l sn phm c sn ca a phng. Ngoi ra, hng nm c th t chc l hi tn vinh cc sn phm c ch bin t qu Sn Tra cng vi mt s sn vt khc ca a phng, thnh 1 l hi c bit, nm trong cc s kin ln thu ht du lch ca tnh Sn La. C th tham kho m hnh l hi Hoa ( Lt), l hi Vang ( Lt) t chc kh thnh cng.

3.2.2.

Nhm cc bin php vi m ca ring doanh nghip sn xut v kinh doanh sn phm.

Mi trng kinh doanh thun li v c h tr t chnh quyn l tin rt quan trng cho doanh nghip sn xut v kinh doanh cc sn phm t to mo. Tuy nhin, doanh nghip cn thit lp hng i cho mnh nhm ch ng pht trin, tng tnh cnh tranh ca sn phm. Tnh ch ng trong doanh nghip sn xut cc sn phm t to mo cng nh cc doanh nghip min ni khc ni chung rt thp, hu nh mang nng tm l v c ch bao cp. Nh hin trng cng ty TNHH Bc Sn hin nay, do c h tr u ra t huyn v tnh nn cha ch ng m rng sn xut, kinh doanh. Sau ba nm hot ng nh my vn cha s dng ht cng sut hng nm v cha c i l no nm ngoi phm vi tnh. Nguyn nhn ch yu do doanh nghip thiu chuyn mn qun l v kinh doanh. Nhm nghin cu xin xut mt s gii php vi doanh nghip nh sau:
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3.2.2.1.

a dng ha sn phm

Hin nay, cc sn phm t cy to mo tng i a dng, nhm nghin cu xut tip tc u t pht trin quy trnh sn xut ru vang, u t thm dy chuyn sn xut nc p qu. Cc sn phm khc trc mt ngi dn sn xut theo nhu cu th trng. Trong tng lai, khi nh v c hai sn phm vang to v nc p to, khin to mo v cc cng dng ca to mo tr nn c ting trn th trng s tip tc u t sn xut cc sn phm cn li ty theo tnh hnh thc t. Trao i vi k s vin ch to my cng nghip, nhm nghin cu c bit sn xut thm nc p qu s tit kim mt phn tng i ln chi ph do c cng quy trnh t sn xut t qu ti n nc xiro. Nh my cn u t thm my mc sn xut nc p, theo tnh ton theo thi gi hin nay khong 1 t ng cho cng sut 10.000lit. ng thi cng ngh sn xut cng khng qu phc tp, c th kt hp nhiu khu vi sn xut Vang Sn Tra, v vy khng cn phi o to cng nhn mt ln na. Bng sau th hin quy trnh sn xut mi ca nh my khi sn xut thm sn phm nc qu To mo:

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Qa cc loi Chn lc, phn loi (Ngm), ra sch ro Ngm, chit dch ng knh Ch bin Vang Sn Tra Chit dch Ch bin Nc qa To mo

Nc sch x l Men ging sn xut

Chun b mi trng ln men Ln men chnh Ln men ph Tng tr Lc ng chai, bo qun

Phi ch Gia nhit ng chai, lon, hp Thanh trng Bo n Sn phm

H2O, Axit chanh, ph gia thc phm

Bng 9: Quy trnh sn xut sn phm ru vang v nc p to mo (Ngun: Nh my Vang Bc Sn Tra)

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3.2.2.2.

Gii php pht trin Vang Sn Tra v nc p Sn Tra

Nh trn phn tch, doanh nghip cn tp trung vo hai sn phm chnh c gi tr kinh t v tim nng pht trin cao nht hin nay l Vang Sn Tra v Nc p Sn Tra. Cc sn phm khc c nhu cu thp hn s dnh cho cc h kinh doanh c th ch ng sn xut v kinh doanh A. Tng quan th trng Th trng cho ru Vang Sn Tra Trong bi cnh hi nhp ngy cng su rng hin nay, mt s ung nh t phng Ty nh ru vang, champaign ang ngy mt c a chung v s dng rng ri, c bit trong tng lp trung lu tr ln. Ngi dn c thi quen dng ru vang khng ch trong cc dp l tt m cn dng hng ngy nh mt liu thuc n gin v hu ch. Hin nay, c nhiu doanh nghip sn xut ru vang ca Vit Nam tham gia th trng v t mt s thnh cng nht nh, ghi du i vi ngi tiu dng nh vang Lt, vang Thng Long. Cc sn phm ny ch yu lm t nho l loi qu truyn thng sn xut loi ru ny. Cho ti nay mi ch c rt t a phng u t vo sn xut vang to mo song hu nh cha thnh cng do cha a c hnh nh vang to mo n vi ngi tiu dng vn c thi quen thng thc vang nho. Thc trng t cho doanh nghip sn xut vang to mt bi ton hc ba. Mt mt cho thy tim nng pht trin do doanh nghip nh v sn phm vang to mo khc vi cc sn phm vang khc, song cng t ra rt nhiu kh khn
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thm nhp th trng vn tng i kh tnh vi s ch ng ln v chc chn ca nhiu doanh nghip ln t thng a ca ru vang nh Php, , Australia. Th trng cho nc p Sn Tra Th trng ung hin nay Vit Nam kh phong ph m ta c th tm chia thnh cc nhm sau: Nhm thc ung c cn (Bia, ru); nc mt (nc rau m, nc rau sam, nc sm, tr bt bo...); nc ngt thng thng (thnh phn ch yu l ng, nc lc v hng tri cy); thc ung c gi tr cung cp dinh dng (cc loi sa, nc tri cy, nc sinh t...); nc gii kht (nc tr, nc sui, nc khong, nc lc...). Mi loi nc ung u c nhng tc dng nht nh. Song, my nm tr y, nc gii kht c gas khng cn c ngi tiu dng a chung, thay vo l xu hng s dng nhng loi nc gii kht khng gas, c bit l cc loi nc tri cy c ng chai hoc lon. B. nh v sn phm Ru Vang Sn Tra Ru Vang Sn tra c mu nu sng nh vng, nng nh (11%), mi ung ging nh ung xiro, nhng dng cng nhiu cng thy c v ngy ngt. Hng v ca loi vang ny cng hi ging vi vang nho, tuy nhin hng thm hn, c hng v c trung ca To mo Bc Yn v c v hi chua, cht ng, d s dng. Vi chit xut t qu Sn Tra t nhin, loi ru vang ny c tc dng:

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- gim bo (khi dng vi lng thch hp, sn phm c kh nng 1gim lng lipit to trong c th, t c tc dng gim bo, gim cholesterol trong mu, chng cao huyt p) - tiu ha tt (v chua cht ca to mo gip b my tiu ha hot ng trn tru, khng y ) - an thn (tc dng ny c bit quan trng vi tr em v ngi gi, gip ng ngon v trnh stress dn ti suy nhc c th) y l loi sn phm 100% ngun gc t nhin, khng h c cht bo qun v khng dng cn nn rt tt cho sc khe khi dng thng xuyn. Sn phm c S Y t Sn La cng nhn cht lng ca ru vang Sn Tra nh mt v thuc, c tc dng an thn, b dng, tng cng sc kho v ot Cp vng Nng nghip Vit Nam 2005. Theo , i tng khch hng m nhm nghin cu nhm n l ph n trung nin v ngi gi c thu nhp trung bnh tr ln. Sn phm c tiu th thng xuyn v trng tm vo dp l tt. Nc p Sn Tra Tuy nc p Sn Tra cha a vo sn xut thc t ti a phng nhng qua trao i vi chuyn gia, nhm tc gi c bit vic sn xut l hon ton c th c v Vin ch to my cng nghip c th chuyn giao quy trnh cho doanh nghip sn xut. Vi cc tnh nng c bn ca Sn Tra nh phn trn, sn phm Nc p Sn Tra l loi thc ung rt b dng v c th c s dng rng ri bi ngi tiu dng nhiu la tui v mc thu nhp khc nhau. Vi sn phm ny, nhm nghin cu xut t cng dng Gim bo ln thnh cng dng chnh, im nhn khi nh v v qung b cho sn phm.
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V tp trung hng ti i tng khch hng l thanh thiu nin trong tui 11-30 (l hc sinh, sinh vin hoc cng chc c thu nhp trung bnh tr ln) Da trn tc dng ca qu sn tra v nhu cu hin nay ca th trng, nhm nghin cu xut hai sn phm chnh l nc p to mo mt ong v nc p to mo Nc p to mo mt ong: N em. Cc nh khoa

hc chng minh, mt ong c kh nng tiu dit cc vi khun nh khun thng hn, ph thng hn, vi trng gy vim ph qun, vim mng bng, cha nhiu cht khong nh st, ng, mangan, manh... v cc loi vitamin ti cn thit. Cn dung dch nc to p cha nhiu mui khong ca tri cy, li tiu dit c vi khun c hi trong h tiu ho. Nh vy sn phm nc to mo mt ong ang chim mt u th ln trong th trng nc ung tng cng sc khe v kh nng phng bnh hn cc loi nc c trn th trng v hn c l cc loi nc ung c gas. Nc p to mo Nc to c v chua thanh, mi thm c trng, mu hng sm p mt. Ung nc va c tc dng gii nhit, tiu kht, kch thch tiu ho, n cm ngon ming. Nu c u t vo khu sn xut v thit k mu m sn phm, nc p to mo s nhanh chng chim c cm tnh ca ngi tiu dng bi chnh nhng cng dng y hc v hng v ca n. Nc p to mo khng ch ha hn chim c cm tnh t nhng ngi cao tui quan tm n sc khe m s cn c n nhn t gii tr v hng v v mu sc hng mang m c tnh tr trung ca sn phm.
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3.2.3.

Phn tch i th cnh tranh

3.2.3.1.

Ru Vang Sn Tra

Hin nay, c th chia i th cnh tranh ca Vang Bc Sn tra thnh hai loi chnh l Vang Sn Tra t cc vng khc (nh my ru Thng Long, mt vi nh my ca cc tnh thnh) v cc sn phm vang t cc loi qu khc. Vang Sn Tra Vang Sn Tra ca nh my ru Thng Long l mt trong nhng sn phm tin phong ca loi hnh ru vang t to mo. Sn phm ny c im mnh l c sn xut trong nh my hin i, m bo cht lng v v sinh an ton, c thng hiu t trc cng cc knh phn phi pht trin, tri rng khp ton quc v quc t. Hn na, sn phm ny c gi c thp (18.000-20.000 /chai), ph hp vi ngi tiu dng thu nhp trung bnh v thp.
Hnh 6: Vang Sn Tra Thng Long (Ngun: Website: www.Sieuthiruou.com)

Tuy vy, sn phm c mt s im yu l c pha ch thm nhiu ph liu khc, khng c 100% chit xut t to mo thin nhin. Tuy l sn phm c tnh tin phong, nhng do cht lng cha cao, khu qung b cha tt nn sn phm cha c nhiu ch ng trn th trng v c t ngi bit n. Mt s a phng c to mo nh Lng Sn, Yn Bi, Lo Cai cng quan tm u t xy dng nh my ru vang song cha tp trung nhiu vo to mo v cha to c ting vang trn th trng. Cc i th ny c nhiu im tng ng vi nh my sn xut Vang Bc Sn Tra nh cng dy chuyn cng ngh
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chuyn giao t Vin ch to my cng nghip v u gp kh khn trong khu sn xut v kinh doanh do cha tip cn c th trng. Cc loi vang khc: Trn th trng hin nay c nhiu sn phm ru vang nho t nhiu ni, nhiu quc gia. Mt s sn phm chnh nh Vang Lt, Vang Nho Thng Long, Vang Bordeau Php c ch ng trn th trng, chim lnh a s th trng Vang Vit Nam (Vang Thng Long cho i tng thu nhp thp, Vang Lt cho i tng thu nhp trung bnh v Vang Bordeau cho i tng thu nhp cao). y l cc sn phm c danh ting, uy tn v cht lng, ng thi cng c nhiu tc dng tt cho sc khe (c bit l tiu ha). Ring Vang Lt cn l sn phm c trng, c chng ct t tri du tm, qu trnh pht trin gn vi du lch Lt, hng pht trin da vo du lch khin sn phm ny c tim nng pht trin th trng ln. Sn phm c mu m a dng, chng loi phong ph, khng ch dng li 1 loi ru vang cho mi thng hi.

Hnh 7: Sn phm Vang Lt (Ngun: Bo in t Vietnamnet)

Nh vy th trng ru vang Vit Nam mc d cha thc s si ng do thi quen dng vang ca ngi dn cha cao song c mt s nhn hiu i trc
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v to v th nht nh trn th trng. Sn phm Vang Bc Sn Tra xut hin sau s gp rt nhiu kh khn song s c trin vng pht trin nu tp trung mnh vo c tnh khc bit ca sn phm.

3.2.3.2.

Nc p Sn Tra

Do c tnh gii kht v gim bo ca sn phm nc p Sn Tra nn nhm nghin cu xem xt i th cnh tranh chnh ca sn phm trn th trng nc hoa qu v th trng thc phm gim bo. Th trng nc hoa qu

Trong th trng nc hoa qu c mt s i th cnh tranh t cc hng Vinamilk, Tribeco, Delta, Wonderfarm, Uni-president, mt s sn phm ca cng ty Tn Hip Pht (tr xanh 0 , tr b ao 0 )

Hnh 8: Mt s loi nc hoa qu trn th trng (Ngun: Website www.dautuchungkhoan.com)

im mnh ca cc sn phm ny l c mt kh lu v chim lnh mt th trng rng ln, c nhiu ngi bit n. Hn na, y l sn phm ca cc
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cng ty kh uy tn, vi trang thit b hin i, a s l t ng ha, to c lng tin ca ngi tiu dng v cht lng sn phm. Cc cng ty ny cng c tim nng ti chnh ln phc v cho khu i mi, nng cp v qung b cho sn phm. Tuy nhin, cc sn phm ny cng c mt s im yu nh c cha nhiu cht ph gia, cht bo qun, thnh phn t nhin ca sn phm l rt t.Sn phm ch c tc dng gii kht, cha ch ti tc dng c li cho sc khe, mt s sn phm nu dng nhiu thm ch c th gy bo ph. Hin nay tuy c xut hin 1 s loi ung c qung co l c li cho sc khe (nh tr xanh, tr b ao) nhng thc cht khng chng mnh c ngun gc thin nhin ca sn phm, cng nh khng trnh c nhiu tc dng khng mong mun m ngi tiu dng tri nghim. Ngoi ra, gi thnh vn tng i cao nn ch phc v c 1 s t ngi tiu dng thuc tng lp thu nhp trung bnh v cao. Th trng thc phm gim bo

Th trng thc phm gim bo nhng nm gn y pht trin tng i si ng vi cc sn phm chnh: tr Barley 0 , tr Figura, vin tr xanh Mega T, im mnh ca cc sn phm ny l c sn xut (hoc phn phi) bi nhng cng ty ln v uy tn, m bo cht lng v v sinh an ton thc phm. ng thi c li th ca ngi tin phong, chim lnh c th trng ln trong thi gian ngn.
Hnh 9: Tr Barley 0 (Ngun: Bo in t H Ni Mi)

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Tuy nhin, sn phm c rt nhiu im yu: Th nht, nh sn xut khng chng minh c ngun gc t nhin, c thm cht bo qun v ph gia. Mc d rt nhiu nhn hiu c qung co rm r l an ton v thn thin vi c th song hu ht khch hng u rt hoi nghi.. Th hai, a s cc loi tr gim bo hin nay kh kh ung, khng c kh nng gii kht. Th ba, gi thnh cn tng i cao, c bit l cc loi tr nhp ngoi, ch c mt s t ngi tiu dng c iu kin kinh t tt tiu th sn phm ny.Cui cng, vic thit k sn phm cha tin li s dng . V d tr Barley ng dng chai nha 300ml l qu nhiu i vi 1 ln s dng ca ngi Vit Nam, dn ti gi cng cao so vi ti tin ca i b phn dn c: 7000/chai, Tr Figura ng dng gi tr kh v khi dng phi pha vo nc cn tr xanh Mega T ng dng vin thuc nn nn khng tin li s dng mi lc mi ni.

3.2.4.

Gii php Marketing

C th ni khu Marketing l khu gp nhiu vn nht trong chui gi tr to mo. Nh sn xut gn nh khng c ng thi g v Marketing tr mt s ln tham gia trin lm song l t v cha t hiu qu r rt. Do hai sn phm Vang Sn Tra v Nc p Sn Tra c nhiu im tng ng nh v xut x, cng dng nn doanh nghip c th s dng gii php Marketing cho cng lc c hai sn phm nhm gim chi ph v to tnh h thng. Vi mt s im ring v i tng, thi gian s dng, nh sn xut cn thay i cc chin lc cho ph hp vi tng loi sn phm.

3.2.4.1.

Gii php xc tin bn

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Nh trn phn tch, a phng cn tham gia tch cc h tr doanh nghip xc tin bn hng song bn thn doanh nghip cng cn ch ng tm ra cc gii php kch thch tiu th hiu qu. Khi c to iu kin tham gia hi ch, trin lm, l im n ca cc tour du lch, doanh nghip cn tn dng gii thiu cng dng v cc c tnh hu ch ca sn phm, ng thi tch cc tm kim cc nh phn phi thuc nhiu cp a sn phm n tn tay ngi tiu dng qua nhiu hnh thc khc nhau. Nh sn xut cng cn tip th sn phm dng th ti nhiu t chc gm nhiu khch hng tim nng nh hi ph n, hi ngi cao tui vi ru vang to mo v cc hi, nhm, lp ca gii tr vi i vi Nc p to mo.

3.2.4.2.

Gii php sn phm v gi c

Vang Sn Tra Hin nay ru Vang Sn Tra kh hon thin c v bao b v cht lng song cha n nh v cha th hin r nt bn sc. Nhm nghin cu xut gii php sn phm hon chnh t n nh cht lng, thit k bao b v thay i mc gi. V n nh cht lng, nh sn xut cn tun th cht ch cc quy trnh k thut, trnh ln tnh trng nhiu sn phm b phn nh gy hin tng nhc u do lng Andehit cn li sau qu trnh ngm . Cc quy trnh khc cng cn ch v k thut, m bo v sinh an ton thc phm, n nh nim tin ca ngi tiu dng. V thit k bao b, hin nay cng ty TNHH Bc Sn thit k bao b cho loi chai 750ml v trng 4l kh p v song cha c bn sc, cha to du n ring. Do khng c kin thc v Marketing v thng hiu nn nh sn xut lin
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tc thay i nhn mc sn phm theo cc nm, gy kh khn cho vic nh v sn phm vi ngi tiu dng. Nhm nghin cu xut thit k nhn mc mang bn sc sn phm hn nh hnh nh dy ni vi rng cy to mo v np nh ca ngi dn tc HMong v ng k c quyn nhn mc , s dng nhiu hnh thc Marketing nhn hiu in su vo tm tr ngi tiu dng. V mc gi, hin gi 1 chai Vang Sn Tra ca cng ty TNHH Bc Sn l 35000/chai 750ml. Gi thnh nh vy l tng i cao so vi cc loi vang ng loi. V vy chng ti xut a h gi thnh sn phm xung t 2500030000/chai (i km vi vic tng sn lng sn xut tn dng c tnh kinh t theo quy m v h chi ph khu hao trong tng sn phm). ng thi a ra loi Bom ru trong ti nhm v hp carton c dung tch t 2-3 lit (tham kho sn phm Bom ru Bordeau) vi gi 80000 - 90000/bch 2 lit v 120000 130000/bch 3 lit nhm gim gi bn v phc v ngi tiu dng mun s dng thng xuyn. Nh vy, sn phm Vang Bc Sn Tra hin nay cn c mt s thay i v n nh cht lng, bao b v gi thnh nhm thch hp hn vi nhu cu v kh nng chi tr ca nhiu b phn khch hng. Nc p Sn Tra Hin nay nc p Sn Tra cha i vo sn xut, nhm tc gi xin xut mt s gii php cho sn phm ny. V n nh sn xut, doanh nghip c c th tn dng ngay c s vt cht nh nh xng, my mc c sn, cn u t thm mt s bnh ngm tng nng sut sn xut, ng thi u t mt s my mc t khu phi ch sn xut nc p. Cc quy trnh k thut cng cn c tun th cht ch v sn phm nc
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p l sn phm c lng ng cao v khng c men nn d b nh hng bi mi trng bn ngoi. V bao b v chnh sch gi, nhm nghin cu xut tp trung sn xut loi nc ung nc p to mo mt ong v nc p to mo c th tch 200ml, rt va phi s dng trong 1 i vi ngi Vit Nam. ng thi, sn phm s c ng gi di dng hp giy v a ra th trng vi mc gi bn l cnh tranh l 3000/hp (so snh vi tr Barley 0 , tr xanh 0 (7000/ chai nha 300ml) v tr xanh C2 (4000/chai 200ml).

3.2.4.3.

Gii php qung co

Trc ht, cn khng nh xc tin marketing sn phm cn ch im ni bt ca sn phm l ngun gc 100% t thin nhin v qung b mnh cng dng ca to mo n ng o ngi tiu dng. Nh sn xut nn xut cc c quan c uy tn thm nh cht lng v tc dng ca sn phm, bc u to lng tin cho ngi tiu dng v cht lng cng nh cng dng ca sn phm ny. ng thi, a sn phm tham d cc trin lm, hi ch v cc cuc thi khng nh thng hiu v cht lng. Nh sn xut c th s dng qung co trn truyn hnh gii thiu v sn phm cng nh cc cng dng ca n ti ngi tiu dng, do cng ty TNHH Sn Tra l cng ty 100% vn nh nc, nn c li th l chi ph qung co trn truyn hnh rt thp (ch bng khong 1/30 so vi cc Doanh nghip c vn nc ngoi). Nh sn xut cn a hnh nh vang Sn Tra cng nh quy trnh sn xut vang sn tra ln nhiu bo, tp ch, chng trnh truyn hnh chuyn v sc khe ngi tiu dng thy r v tin tng ngun gc t nhin ca sn phm; kt hp lm nhiu knh truyn hnh, bi bo vit v sn phm Vang Sn tra nh mt hng
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i mi, tch cc cho chin lc pht trin khu vc min ni pha Bc nhm PR thng hiu ti khch hng di nhiu hnh thc v gc khc nhau. ng thi, doanh nghip nn thc hin vic tng biu v cho s dng th sn phm i vi mt s trng hc, cng s, tri dng lo. y va l mt phn trong chin lc marketing va tham gia t thin tch cc, to n tng v ting vang tt n ng o khch hng, gip ngi tiu dng tin gn hn vi sn phm t sn tra.

3.2.4.4.

Gii php phn phi

i vi 1 sn phm mi, cha c ch ng trn th trng v khng c sn phm u (nh trng hp tr Xanh 0 pht trin phn phi da vo ting tm ca nc gii kht Number One) th ru Vang To mo v nc p to mo gp kh khn ln trong vic t xy dng 1 knh phn phi hon ho cho mnh. V vy nhm nghin cu xut bin php k gi i l i vi sn phm ny, tc l tha thun vi cc i l bn l trn a bn Sn La k gi sn phm m khng bt i l b ra chi ph cho ti khi tiu th c sn phm. Hnh thc ny s c p dng trong thi gian 1-2 nm nhm thuyt phc cc ca hng chp nhn tiu th sn phm, t tn dng c cc knh phn phi c sn trn a bn. ng thi vi vic pht trin knh phn phi a phng, tnh Sn La cng cn ch ng tm kim v m rng th trng cho sn phm ra Thnh ph H Ni v cc vng ln cn. Trc tin l vic m mt i l phn phi chnh cho sn phm nh khch tnh Sn La trn ng Nguyn Tri, Thanh Xun, H Ni, ng thi tip tc s dng bin php k gi sn phm i vi cc ca hng bn l. c bit, nh sn xut cn ch trong vic tip cn, a sn phm vo by bn trong cc siu th v trung tm mua sm ln, tip , ly H Ni lm trung tm m
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rng dn h thng i l ra cc tnh ln cn Th nh Vnh Phc, Ha Bnh, Bc Ninh

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KT THC VN
Tnh Sn La l mt tnh nm trn a bn trng yu thuc khu vc Ty Bc ca Vit Nam. Sn La c rt nhiu tim nng pht trin kinh t, tuy nhin vn cha c khai thc hin qu. Hin nay tnh cng ang nm trong nh hng ca nh nc nhm pht trin vng kinh t trng im khu vc Ty Bc, trc mt l pht trin kinh t rng. Nhng tim nng thin nhin ban tng Sn La va l thun li, va l kh khn cho c chnh quyn v nhn dn a phng. Quy t nhiu tim nng pht trin kinh t, c bit l kinh t rng, Sn La ni bt ln vi th mnh pht trin cy To mo v cc sn phm ch bin t qu Sn Tra. C th thy kh nng pht trin tng hp chui gi tr cho qu To mo t khu sn xut, vn chuyn, ch bin v tiu th. Tuy nhin, nhng li th v kh nng ny li cha c chnh quyn a phng pht huy hiu qu. Nu c th xut mt phng n pht trin chui gi tr ny vi tm chin lc cao th chc chn rng qu To mo s nhanh chng a Sn La tr thnh mt trung tm kinh t vng mnh ca ton vng ng thi khng i trch nh hng pht trin bn vng v lu di ca a phng. Hon thnh ti ny, nhm nghin cu mong mun c gp phn nh b ca mnh vo cng cuc xy dng v pht trin qu hng. Nhm tc gi cng xin c gi li cm n chn thnh ti cc c quan ban ngnh tnh Sn La, cc thy c gio v bn b gip nhit tnh trong qu trnh thc hin. Do nhm nghin cu cn b hn ch v kin thc cng nh k nng nn ti cn nhiu thiu st, rt mong nhn c s ng gp ca cc thy c ti c hon thin v sm i vo thc t. H Ni, ngy 8 thng 8 nm 2008

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Danh mc ti liu tham kho:

1. Website b k hoch v u t 2. Website Wikipedia 3. Sch Vit Nam Vin Khoa hc v Cng ngh Vit Nam 4. Bo in t tnh Sn La 5. Bo in t Din n Doanh nghip 6. Bo in t Vietnamnet. 7. Ti liu Ban qun l d n 661 Bc Yn. 8. Fresh Studio Partners, Marije Boomsma, H K thut Sydney, H Macquarie, Cng ty t vn nng sn quc t - S tay thc hnh v phn tch chui gi tr- 2006.

Ph lc 1: Mt s hnh nh kho st thc t

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Hnh 1: Tc gi gp cn b phng kinh t huyn Bc Yn

Hnh 2: Hnh nh rng to mo huyn Bc Yn

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Hnh 3: Hnh nh vn m to mo ti BQL D n 661 Bc Yn

Hnh 4: Hnh nh mt khu trong quy trnh sn xut ru vang Sn Tra

Ph lc 2: BNG CU HI NGHIN CU THC T 1. Cu hi cho ngi tiu dng 1.1Anh (ch) hay dng cc sn phm t sn tra khng? K tn?
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1.2Cht lng sn phm nh th no? 1.3Theo anh ch th ti sao cht lng sn phm li nh vy? 1.4 Anh (ch) c bit g v cc cng dng ca to mo khng? 1.5Anh ch s dng cc sn phm t to v l do no? Ngon? D n? B? R?

2. Cu hi cho ngi thu hoch to t nhin 2.1. Nhng vng no chuyn thu hoch to t nhin? 2.2. c tnh t nhin ca cy to mo? 2.3. Cc ma thu hoch chnh trong nm? 2.4. Thc trng vng to t nhin? (a im, din tch, cht lng?...). Nhng vng no ph hp cho sn phm ti, ru, nc p, mt, thuc? 2.5. Nhng kh khn v thun li trong thu hoch to t nhin? 2.6. Gi thnh? 2.7. Cc n v tiu th sn phm ch yu?

3. Cu hi cho ngi trng 3.1. Nhng n v no trng to? 3.2. c tnh t nhin ca cy to mo? 3.3. iu kin t nhin thun li/bt li trng to? 3.4. Kh khn v thun li v iu kin t nhin ca vng? V nhn cng v vn? V chnh sch? 3.5. Cht lng to ca vng so vi to cc a phng khc? (so snh tng qut) 3.6. Quy m sn xut hin ti v gi thnh? 3.7. Cc n v tiu th sn phm ch yu? 3.8. Kh nng m rng vng trng trt

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4. Cu hi cho ngi ch bin 4.1. 4.2. 4.3. 4.4. 4.5. 4.6. 4.7. 4.8. Cc cng on ch bin, k thut v cng ngh? Cc k nng v trnh ca nhn cng So snh vi cc vng khc? So snh vi k thut hin i nht hin c ca Vit Nam trong vic ch bin to mo v 1 s hoa qu khc Liu c cng ty chuyn ch bin cha hay ch l cc h gia nh nh l? tch ring trng trt v ch bin cha hay l kt hp c 2 Cht lng sn phm u ra nh th no? Cn nhng khuyt im v nhc im g iu kin v sinh an ton thc phm ntn? Nhn hiu sn phm? Kiu dng sn phm? m t sn phm? tiu th sn phm nh th no? Quy m sn xut? Gi thnh? Lin kt vi cc vng, cc cng ty nc ngoi?

5. Cu hi cho cc i l 5.1. 5.2. 5.3. 5.4. 5.5. Chuyn sn phm no ca to mo? Lng tiu th? Gi u vo? Gi u ra? i tng khch hng ch yu? Th hiu v xu hng tiu dng ch yu ca khch hng? Nhu cu khch hng, nhn xt ca khch hng v sn phm (nhng kin, gp ca khch hng v a dng ha sn phm. Mu m, nng cao cht lng sn phm?) Cc c s sn xut c uy tn ca vng? Cc loi sn phm ang tiu th, loi no nhu cu nhiu nht, tnh nng sn phm?
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5.6. 5.7.

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6. Cu hi cho a phng 6.1. 6.2. 6.3. Nhng vng thu hoch t nhin, trng v ch bin to ch yu? Thc trng trng v ch bin to a phng th no? (s liu c th?) Cc chnh sch h tr v c s vt cht (ng x, nh my), php l, vn, o to nhn lc, ph cp kin thc v trng trt v ch bin to mo, h tr v t ai (nhn mnh v hnh thc ging nh giao t giao rng), h tr v cng tc marketing sn phm, vn thn hiu cho sn phm ca ton vng Kh khn m vng ang gp phi Nhng cnh tranh t pha cc vng khc? Kh nng cnh tranh? Kh nng lin kt (nu c th)? Nu c th: hi v cc k thut trng v ch bin, cc c tnh v cng dng ca to, cc phng hng to d bit sn phm (tc l lm cho sn phm ni bt gia hng lot cc sn phm lm t to mo a phng khc v cc c sn khc trn ton Vit Nam) c cng ty no v thuc ng ra thu mua To cha thnh phm ko? Nu c th a phng c h tr g ko? Nu ko th a phng c chnh sch g ko (tm kim, qung co cho sn phm, cng dng sn phm, hoc a phng tm ra 1 bi thuc qu v loi to ny ch bin thnh phm?) Kinh ph ti a a phng c th h tr cho vic pht trin (k c kinh ph a phng t i huy ng c ca cc t chc, n v phi chnh ph hay t nh nc?

6.4. 6.5. 6.6.

6.7.

6.8.

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6.9.

Hi v a ch, quy m kinh doanh ca cc h trng, ch bin v bun bn to mo. H thng phn phi ra sao, chin lc pht trin th trng cho sn phm to mo thc hin mc no?

7. Cu hi cho chuyn gia 7.1. 7.2. Nhng c tnh v k thut ca to mo? Ch bin cc sn phm t to mo c g khc vi nhng loi hoa qu khc? K thut sn xut cc sn phm t to mo? Yu cu? Thi gian bo qun? Cng dng? Kh nng ng dng vo sn xut cng nghip? Ru Nc p hoa qu To mo kh (dng trong ng Y) Cc sn phm khc (dm, mt to, hng liu tng hp cho sn xut nc hoa qu, bnh ko?) K thut no l quan trng nht, c tc dng hiu qu nht gi c hng v v cc tnh nng ca sn phm to mo nh gi ca chuyn gia v sn phm to mo Sn La so vi cc a phng khc (cht lng, tr lng, ph hp cho sn xut cng nghip? Quy trnh ch bin, cng ngh, vn u t, trnh nhn cng phi p ng nhng yu cu no? Vin khoa hc cng ngh chuyn gia k thut cho nhng a phng no? Hiu qu sn xut ra sao?

7.3. 7.4.

7.5. 7.6.

8. Cu hi cho cc nh thuc 8.1. Cng dng ca to mo? C nhng tp sch y hc no ni v to mo khng? 8.2. To mo c hay c s dng khng? To mo c l v thuc ch yu trong bi thuc no khng?
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8.3. 8.4.

8.5. 8.6.

Vic s dng to mo trong ng Y cn p ng nhng yu cu no? Ngoi cho vo cc bi thuc, c th s dng to mo kh nh th no? C th ngm ru, pha nh ch c khng? C cn ch g khng? Ngun to mo cung cp ch yu u? Nhu cu v to mo kh hin nay trong ng Y nh th no? Sn lng? Gi thnh?

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Ph lc 3: CHNH PH CNG HO X HI CH NGHA VIT NAM S: 661/Q-TTg c lp - T do - Hnh phc H Ni, ngy 29 thng 07 nm 1998 QUYT NH CA TH TNG CHNH PH V mc tiu, nhim v, chnh sch v t chc thc hin D n trng mi 5 triu ha rng - Cn c Ngh quyt ca Quc hi nc Cng ho x hi ch ngha Vit Nam kho X, k hp th 2 v D n trng mi 5 triu ha rng; - Cn c Lut bo v v pht trn rng ngy 19 thng 08 nm 1991; - Cn c Lut T chc Chnh ph ngy 30 thng 09 nm 1992; - Cn c Ngh quyt phin hp thng k thng 05 nm 1998 ca chnh ph; - Xt ngh ca B trng cc B Nng nghip v Pht trin Nng thn, K hoch v u t, Ti chnh, Khoa hc Cng ngh v Mi trng, Lao ng Thng binh v X hi, B trng, Ch nhim y ban Dn tc v Min ni, Thng c Ngn hng Nh nc Vit Nam, Tng cc trng Tng cc a chnh; QUYT NH I. MC TIU NHIM V V NGUYN TC CH O D N iu 1. Mc tiu 1. Trng mi 5 triu ha rng cng vi bo v din tch rng hin c tng che ph ca rng ln 43%, gp phn m bo an ninh mi trng, gim nh thin tai tng kh nng sinh thu, bo tn ngun gen v tnh a dng sinh hc. 2. S dng c hiu qu din tch t trng, i ni trc, to thm nhiu vic lm cho ngi lao ng, gp phn xa i, gim ngho, nh canh, nh c, tng thu nhp cho dn c sng nng thn min ni, n nh chnh tr - x hi, quc phng, an ninh, nht l vng bin gii. 3. Cung cp g lm nguyn liu sn xut giy, vn nhn to, p ng nhu cu g, ci v cc lm c sn khc cho tiu dng trong nc v sn xut hng xut khu, cng vi pht trin cng nghip ch bin lm sn, a lm nghip tr thnh mt ngnh kinh t quan trng, gp phn pht tnn kinh t - x hi min ni. iu 2. Nguyn tc ch o
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1. Nhn dn l lc lng ch yu trng rng, bo v, khoanh nui ti sinh rng v c hng li ch t ngh rng. Nh nc to mi trng php l thun li; t chc nghin cu v chuyn giao cng ngh; c cc chnh sch khuyn khch ngi lm ngh rng h tr u t t ngun vn ngn sch hoc vn tn dng u i; h tr xy dng c s h tng thit yu. 2. Kt hp cht ch gia trng rng, khoanh nui ti sinh v bo v din tch rng hin c vi nhim v nh canh, nh c, xa i, gim ngho. 3. Pht huy hiu qu tng hp cc li ch v kinh t, x hi v mi trng ca rng bng mt h thng nng - lm kt hp bn vng vi c cu cy trng hp l, a tc dng, p dng cng ngh thm canh gn vi cng nghip ch bin tin tin. 4. Phn b hp l nhim v trng rng phng h v rng sn xut gia cc vng, nhng phi tp trung cho cc khu vc u tin, kt hp cht ch gia trng rng tp trung v trng cy phn tn. Vi rng phng h, u tin u t cho vng phng h xung yu trng im, u ngun cc dng sng, cc h cha nc, c bit l u ngun cc cng trnh thu in, cc thnh ph, cc vng phng h ven bin v nhng vng c nhu cu cp bch v phc hi sinh thi. Vi rng sn xut, phi u tin pht trin cc loi cy trng c hiu qu kinh t cao, ng thi c tc dng phng h mi trng c cho trc mt v lu di. 5. Vic trng rng trong tng giai on c t chc thc hin thng qua cc d n c xy dng t c s, c s tham gia ca dn v c cp c thm quyn ph duyt theo quy nh hin hnh, phi thc hin khn trng, nhng vng chc, bo m tin v hiu qu ca tng d n. iu 3. Nhim v 1. Bo v hiu qu vn rng hin c, trc ht phi bo v din tch rng t nhin l rng c dng, rng phng h vng rt xung yu v xung yu, k c rng phng h trng theo chng trnh 327, rng sn xut c tr lng giu v trung bnh. Thc hin ngay t giai on u vic giao t, giao rng cho cc t chc, h gia nh c nhn gn vi nh canh, nh c, xa i gim ngho bo v, khoanh nui rng kt hp trng b sung v trng mi. 2. Trng rng: a) Trng 2 triu ha rng phng h rng c dng: khoanh nui ti sinh kt hp trng b sung 1 triu ha, trng mi 1 triu ha gn vi nh canh, nh c. b) Trng 3 triu ha rng sn xut: rng nguyn liu cng nghip giy, vn nhn to, g tr m, cy c sn, rng g qu him... khong 2 tnu ha cy cng nghip lu nm v cy ly qu khong 1 triu ha, ng thi huy ng cc t chc v nhn dn trit tn dng din tch t trng trng cy phn tn. D n trng rng ca tng giai on nh sau:
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- Giai on 1998 - 2000: trng mi 70.000 ha trong 260.000 ha rng phng h, c dng, khoanh nui ti sinh kt hp trng b sung 350.000 ha; - Giai on 2001 - 2005: trng mi 3 triu ha trong 350.000 ha rng phng h, c dng, khoanh nui ti sinh kt hp trng b sung 650.000 ha; - Giai on 2006 - 2010: trng mi 2 triu ha (trong 390.000 ha rng phng h, c dng). II. CHNH SCH V GII PHP iu 4. C cu cy trng. Cy trng trong d n ny bao gm cc loi cy lm nghip v cy nng nghip lu nm c tn che ph, c tc dng phng h nh cy rng. nng cao hiu qu v bo v mi trng, gim nh thin tai, gn vi yu cu a dng v sinh hc v hiu qu v kinh t x hi, c cu cy trng c nh hng nh sau: 1. Rng c dng: Cn c vo yu cu phc hi sinh thi ca tng loi rng c dng. Ban qun l rng c dng la chn c cu cy trng c th ph hp vi h sinh thi ca vng c B Nng nghip v Pht trin Nng thn hoc y ban nhn dn tnh, thnh ph trc thuc Trung ng ph duyt. 2. Rng phng h vng rt xung yu v xung yu: Ty yu cu phng h tng vng, tu kh hu t ai chn la cc loi cy trng c tc dng phng h tt, trng hn loi, chu ng c kh hu khc nghit, chu t xu, t dc v t ven bin c kh nng chng chu su bnh v chng chy tt, ni c iu kin ph hp trng c cc loi cy c gi tr kinh t th c khuyn khch. C cu loi cy c th do y ban nhn dn cc tnh, thnh ph trc thuc Trung ng quy nh. 3. Rng sn xut v rng phng h vng t xung yu: Chn la cc loi cy c gi tr kinh t cao (k c cy cng nghip lu nm, cy ly qu, cc loi cy c sn, cy lm thuc... c tn che tt). C cu v tng loi cy c th do t chc, h gia nh, c nhn c Nh nc giao t hoc cho thu t trng rng quyt nh theo quy hoch ca tnh, thnh ph trc thuc Trung ng, tng bc hnh thnh nhng vng sn xut chuyn canh, tp trung, va ph hp vi iu kin lp a, va phi gn vi pht trin cng nghip ch bin v nhu cu ca th trng. iu 5: Chnh sch v t ai y ban nhn dn cc tnh, thnh ph trc thuc Trung ng di s ch o ca B Nng nghip v Pht trin Nng thn v Tng cc a chnh c trch nhim r sot li qu t lm, nng nghip xy dng quy hoch s dng t trng, i ni trc cho d n trng 5 triu ha rng tnh, huyn, x; xc nh c th rng c
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dng, rng phng h vng rt xung yu, xung yu, t xung yu v rng sn xut theo quy ch ca B Nng nghip v Pht trin Nng thn; ch o vic giao t, cho thu t v cp giy chng nhn quyn s dng t cho cc t chc, h gia nh v c nhn theo quy nh ti Ngh nh s 02/CP ngy 15 thng 01 nm 1994 ca Chnh ph. 1. Giao t lm nghip gn vi giao rng v cp giy chng nhn quyn s dng t i vi rng c dng, rng phng h. a) Giao t lm nghip gn vi giao rng c quy hoch xy dng rng c dng cho cc ban qun l rng c dng bo v v xy dng theo d n u t c cp c thm quyn ph duyt. b) Giao t c quy hoch trng rng phng h vng rt xung yu v xung yu cho cc ban qun l rng phng h. Ban qun l rng phng h giao khon t cho cc t chc (k c lm trng, h gia nh v c nhn) trng, chm sc v bo v rng. c) Giao t v cho thu t c quy hoch xy dng rng phng h khu vc t xung yu bo v v trng cy lm, nng kt hp vi mc ch sn xut lm, nng sn lm chnh, c kt hp lm chc nng phng h theo phng thc giao, cho thu nh i vi rng sn xut. 2. Giao t, cho thu t v cp giy chng nhp quyn s dng t c quy hoch trng rng sn xut cho cc t chc thuc cc thnh phn kinh t, h gia nh v c nhn. a) y ban nhn dn cc tnh, thnh ph trc thuc Trung ng phi hp vi cc B lin quan r sot li qu t lm, nng nghip giao cho cc lm, nng trng trc y, ng thi kt hp vi vic sp xp t chc li hot ng ca cc lm, nng trng quc doanh xc nh mc din tch v ranh gii t giao cho cc lm, nng trng. Phn din tch t lm nghip cn li phi tin hnh giao xong trc nm 2000 cho cc t chc, h gia nh v c nhn trng rng. b) Giao t v cho thu t trng, i ni trc cho cc t chc, h gia nh v c nhn trng rng. u tin giao t cho cc h gia nh sng ti a phng. 3. Hn mc v thi hn giao t, cho thu t c quy nh nh sau: a) Hn mc giao t, cho thu t i vi cc t chc cn c vo d n u t c cp c thm quyn ph duyt. Hn mc giao t, giao rng cho h gia nh v c nhn do U ban nhn dn tnh, thnh ph trc thuc Trung ng quy nh ph hp vi tnh hnh c th ca a phng. b) Thi hn giao t cho thu t cho cc t chc v giao t, giao rng cho h gia nh, c nhn l 50 nm.
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Khi ht thi hn quy nh trn, nu t chc, h gia nh. v c nhn vn c nhu cu v s dng ng mc ch th c Nh nc giao hoc cho thu thi hn tip theo. Nu trng cc loi cy c chu k trn 50 nm th sau 50 nm c Nh nc giao hoc cho thu tip n khi thu hoch. 4. Cp giy chng nhn quyn s dng t y ban nhn dn cc tnh, thnh ph trc thuc Trung ng ch o vic cp giy chng nhn quyn s dng t cho cc t chc, h gia nh v c nhn ngay sau khi c giao t v cho thu t. Cc t chc, h gia nh, c nhn c Nh nc giao t hoc cho thu t phi s dng t ng mc ch v trng rng theo tin ca d n c duyt. iu 6. Chnh sch u t v tn dng 1. Vn u t t ngun ngn sch Nh nc: a) Tip tc thc hin chnh sch bo v rng c dng, rng phng h vng rt xung yu v xung yu trn din tch khong 2 triu ha thc hin theo Chng trnh 327 vi mc c phn b cho cc tnh, thnh ph trc thuc Trung ng khng qu 50.000 ng/1ha/nm, thi hn khng qu 5 nm. - Khon khoanh nui ti sinh kt hp trng b sung khng qu 1 triu ng/ha, thi hn khon 6 nm. T l vn c phn b hng nm theo quy trnh khoanh nui ti sinh rng kt hp trng b sung do B Nng nghip v pht trin Nng thn quy nh. b) Trng rng phng h vng rt xung yu v xung yu vi mc u t trc tip n ngi trng rng, bnh qun l 2,5 triu ng/ha, gm trng mi v chm sc theo quy trnh k thut ca B Nng nghip v Pht trin Nng thn. B Nng nghip v Pht trin Nng thn ch o cc a phng t chc th im u thu cho cc t chc kinh t k c lc lng thanh nin xung phong bo v, khoanh nui ti sinh v trng rng nhng ni khng c iu kin giao khon cho h gia nh. c) H tr bnh qun 2 triu ng/ha cho cc t chc, h gia nh v c nhn t b vn trng rng sn xut l cc loi cy g c bit qu him c chu k trn 30 nm, u tin cc loi cy c th trng c thuc nhm IA, IIA, quy nh ti Ngh nh s 18/HBT, ngy 17 thng 01 nm 1992 ca Hi ng B trng nay l Chnh ph). y ban nhn dn cc tnh, thnh ph trc thuc Trung ng ch o s dng cc ngun vn trn khon bo v, khoanh nui ti sinh kt hp trng b sung rng phng h, rng c dng, h tr trng rng sn xut i vi cy g c bit qu him gn vi nh canh, nh c v xa i, gim ngho ph hp vi tnh hnh a phng.
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d) Kinh ph qun l d n trng rng phng h c dng c trch 8% trong tng mc u t ngn sch ca Nh nc dnh cho d n, trong cc ngnh Trung ng l 0,7% tnh huyn, x l 1,3%, ch d n c s l 6%. ) Vn u t cho kt cu h tng nghin cu khoa hc, khuyn lm khuyn nng, thit k ph, kinh ph giao t v cp giy chng nhn quyn s dng t do B K hoch v u t v B ti chnh cn i cho cc ngnh v cc a phng ph hp vi yu cu ca cc d n. C ch qun l ti chnh i vi vn u t bo v, khoanh nui ti sinh kt hp trng b sung, trng rng phng h v c dng c quy nh nh sau: Vn ngn sch Nh nc cp pht qua h thng Kho bc Nh nc. Nh nc ng trc tin chun b ging cy rng nm u, t nm th hai tr i ch d n phi thu li tin ging trong n gi trng rng ca nm lun chuyn, chun b cy ging cho nm sau. Khi kt thc d n trng rng, ch d n c trch nhim thu hi, tr li ngn sch tin ng trc chun b ging ca nm u. Hng nm, khi cc d n c cp c thm quyn giao k hoch v c thit k d ton c duyt. Kho bc Nh nc tm ng 30% kinh ph d n, sau khi cc d n thc hin t tin 50%, c ng tip 40%; cui nm sau khi c bin bn nghim thu ca Hi ng nghim thu cp tnh do S Nng nghip v Pht trin nng thn ch tr thanh ton ht vn cho d n. 2. Vn tn dng u t Cc t chc, h gia nh v c nhn trng rng v khoanh nui bo v rng phng h vng t xung yu, rng sn xut (k c trng cy cng nghip lu nm, cy n qu, cy c sn v cy lm thuc v pht trin cc c s ch bin lm nng sn c hng cc ch i theo quy nh ca Lut Khuyn khch u t trong nc (sa i), c vay vn t qu h tr u t quc gia cc, ngun vn tn dng u i khc, vn ODA ca cc nc, cc t chc quc t v cc ngun vn vay khc. Ch rng l cc t chc ngoi quc doanh, h gia nh v cc c nhn c s dng rng sn xut v quyn s dng t lm nghip c giao lm ti sn th chp khi vay vn ti ngn hng. iu 7. Chnh sch hng li v tiu th sn phm 1. i vi rng c dng v rng phng h: a) u tin khon cho cc h thuc din nh canh, nh c, cc h ngho, h gn rng v h nhn khon trc y bo v khoanh nui ti sinh rng c dng, rng phng h vng rt xung yu v xung yu. Khi ht thi hn khon nu h nhn khon c nguyn vng v trong qu trnh nhn khon thc hin bo v rng tt th c nhn khon chu k tip theo.
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b) H nhn khon bo v rng phng h vng rt xung yu v xung yu c khai thc ca lm sn ph di tn rng. c) H nhn khon khoanh nui ti sinh kt hp trng b sung rng phng h c hng ton b sn phm ta tha lm sn ph di tn rng. d) H trng rng phng h c hng ton b sn phm ta tha, nng sn v cc lm sn ph di tn rng. 2. i vi rng sn xut: a) H u t trng rng sn xut l ch rng, c quyn quyt nh thi im v phng thc khai thc rng, nhng phi c ngha v ti to li rng trong phm vi khng qu 2 nm sau khi khai thc. b) Mi sn phm khai thc t rng trng, tre, na v lm sn ph khai thc t rng t nhin c t do lu thng trn th trng. G v lm sn khai thc t rng t nhin ti sinh thuc rng sn xut ca cc ch rng l h gia nh v cc c nhn c t do lu thng trn th trng (tr nhng loi c ghi trong danh mc ng vt, thc vt qu, him quy nh ti Ngh nh s 18/HBT ngy 17 thng 01 nm 1992 ca Hi ng B trng nay l Chnh ph). Khi khai thc v tiu th, ch rng ch cn bo vi c quan kim lm gn nht hoc U ban nhn dn x th trn s ti trong vng 10 ngy c cp giy chng nhn cc sn phm ny l sn phm hp php. c) Nh nc khuyt khch ch bin v xut khu sn phm rng trng qua ch bin trong trng hp cc c s ch bin trong nc khng s dng ht nguyn liu, hoc cha iu kin u t xy dng c s ch bin th c php xut khu sn phm rng trng di dng nguyn khai. d) Nh nc c chnh sch tiu th sn phm rng trng v cc chnh sch khc, m bo li ch ca ngi trng rng. iu 8. Chnh sch thu 1. Cc nh u t, cc t chc, h gia nh v c nhn trng rng, trng cy nng nghip lu nm trn t hoang ha, i ni trc, ch bin nng, lm sn c hng cc u i v thu theo quy nh ca Lut Khuyn khch u t trong nc (sa i). 2. Min thu ti nguyn i vi lm sn khai thc t rng sn xut l rng t nhin c phc hi bng bin php khoanh nui ti sinh. 3. Min thu bun chuyn i vi lm sn thu gom hp php t rng trng v lm sn ngoi g khai thc t rng t nhin. iu 9. Chnh sch v khoa hc v cng ngh. 1. B Nng nghip v Pht trin Nng thn phi hp vi B Khoa hc Cng ngh v Mi trng, tp trung ch o vic nghin cu tuyn chn, ti to, nhp
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ni cc ging cy rng c kh nng thch nghi tt, t hiu qu cao v k thut trng rng thm canh, cc bin php bo v v phng, chng chy rng... ph bin nhanh ra din rng. 2. B Nng nghip v Pht trin nng thn phi hp vi y ban nhn dn cc tnh, thnh ph c bin php khuyn khch pht trin cc c s sn xut ging thuc cc thnh phn kinh t, h tr u t cng tc to ging, thc hin vic cp chng ch ht ging, kin quyt khng s dng ging khng t tiu chun cht lng. iu 10. V hp tc u t nc ngoi. 1. Khuyn khch cc nh u t nc ngoi lin doanh vi cc t chc v c nhn trong nc u t trng rng v ch bin lm sn, tip tc lm th phng thc cho thu t, u t 100% vn nc ngoi trng rng. Cc nh u t nc ngoi c hng chnh sch u i i quy nh ti Lut u t nc ngoi, Ngh nh s 10/1998/N-CP ngy 23 thng 01 nm 1998 ca Chnh ph v mt s bin php khuyn khch v bo m hot ng u t trc tip nc ngoi ti Vit Nam. 2. Giao B K hoch v u t, B Nng nghip v Pht trin Nng thn v cc B, ngnh c lin quan u tin b tr ngun vn ODA, ng thi tranh th ngun ti tr cc nc v cc t chc quc t c thm ngun vn cho d n trong 5 triu ha rng. III .T CHC THC HIN QUN L D N iu 11. B my qun l d n Trung ng 1. Ban ch o d n cp Nh nc c thnh lp theo Quyt nh s 07/1998/Q-TTg ngy 16 thng 01 nm 1998 ca Th tng Chnh ph. 2. Thnh lp Ban iu hnh d n trc thuc B Nng nghip v Pht trin Nng thn c s tham gia ca i din (cp V) cc B: Ti chnh, K hoch v u t, Ngn hng Nh nc Vit Nam, y ban Dn tc v Min ni, Tng cc a chnh, B Khoa hc - Cng ngh v Mi trng, Hi Nng dn Vit Nam. Giao B trng B Nng nghip v Pht trin Nng thn quy nh c th chc nng, nhim v v quy ch lm vic ca Ban iu hnh d n. B phn thng trc gip vic Ban iu hnh d n do B Nng nghip v Pht trin Nng thn m nhim, khng tng bin ch. iu 12: B my qun l d n a phng 1. cc tnh thnh ph trc thuc Trung ng c d n trng rng: Ch tch y ban nhn dn tnh, thnh ph trc thuc Trung ng chu trch nhim ton din v kt qu thc hin d n a phng mnh.Thnh lp Ban iu hnh d n ca tnh do mt Ph Ch tch y ban nhn dn tnh, thnh ph lm trng ban, lnh
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o S Nng nghip v Pht trin Nng thn lm Ph ban v cc thnh vin l lnh o cc S K hoch v u t, Ti chnh, a chnh, Kho bc Nh nc v Ngn hng Nh nc tnh. Thnh lp Ban qun l d n trc thuc S Nng nghip v Pht trin nng thn gip vic cho Ban iu hnh d n nhng tnh, thnh ph c Chi cc Pht trin lm nghip th Chi cc lm chc nng Ban qun l d n cp tnh. nhng tnh, thnh ph cha c Chi cc pht trin lm nghip th thnh lp ban qun l d n bin ch v qu lng ca Ban ny nm trong bin ch v qu lng s nghip ca tnh. 2. cp huyn khng t chc Ban iu hnh d n, Ch tch y ban nhn dn huyn chu trch nhim qun l Nh nc i vi cc d n trn a bn huyn. 3. cc x c tham gia d n trng rng vi quy m nht nh do y ban nhn dn tnh, thnh ph trc thuc Trung ng quyt nh th c b tr mt cn b lm nghip chuyn trch gip Ch tch y ban nhn dn x ch o thc hin d n trng rng, bo v rng v c hng ph cp t ngun kinh ph gom qun l d n. 4. Cc d n trng rng cp c s c Ban qun l d n vi bin ch gn nh gm gim c d n, k ton trng v mt s cn b k thut ch o hin trng. Nhng thnh vin trong ban qun l d n hin ang c hng lng t kinh ph s nghip ca tnh th tip tc thc hin nh ca nhng thnh vin cc d n mi thnh lp th hng lng t kinh ph ca d n. Cc Ban qun l rng phng h, rng c dng thuc Chng trnh 327 c sp xp cho ph hp . B trng B Nng nghip v Pht trin nng thn quy nh c th chc nng, nhim v v quy ch lm vic ca Ban qun l d n cc cp. iu 13. Ban ch o, Ban qun l d n cc cp thuc Chng trnh 327 hon thnh tng kt v bn giao trc ngy 31 thng 12 nm 1998. Ban ch o, Ban iu hnh D n cc cp thuc d n trng mi 5 tru ha rng c trch nhim nhn bn giao, tip tc ch o cc d n 327 v rng phng h, c dng cha hon thnh theo c ch chnh sch quy nh ti Quyt nh ny. iu 14. Quyt nh ny c hiu lc sau 15 ngy k t ngy k, nhng quy nh trc y tri vi Quyt nh ny u bi b. iu 15. Cc B trng, th trng c quan ngang B, c quan trc thuc Chnh ph v Ch tch y ban nhn dn cc tnh, thnh ph trc thuc Trung ng chu trch nhim thi hnh Quyt nh ny. TH TNG CHNH PH Phan Vn Khi ( k)
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