VIN O TO CNG NGH V QUN L QUC T KHOA CNG NGH THNG TIN

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KIN THC THNG MI IN T

TS. Nguyn ng Hu

Thng 11/ 2004

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KIN THC THNG MI IN T

TS. Nguyn ng Hu Mc lc Mc lc ........................................................................................................................... 2 Chng 1: GII THIU V INTERNET, WWW, TRANG WEB ............................... 3
1. Gii thiu v Internet.......................................................................................................................................... 3 2. Gii thiu v World Wide Web ( WWW) v trang Web.................................................................................... 5

Chng 2: KHI NIM V THNG MI IN T ............................................... 6

2.1 Khi nim ......................................................................................................................................................... 6 2.2 Cc c trng ca Thng mi in t............................................................................................................. 6 2.3 Cc c s pht trin TMT v cc loi giao dch TMT............................................................................ 8 2.4 Cc loi hnh giao dch TMT......................................................................................................................... 9 2.5 Cc hnh thc hot ng ch yu ca Thng mi in t............................................................................. 10 2.5. Li ch ca Thng mi in t .................................................................................................................... 12

Chng 3: NGHIN CU TH TRNG TMT..................................................... 14

3.1 Khi nim v th trng TMT ..................................................................................................................... 14 3.2 Cch thc ly v cung cp thng tin trn mng.............................................................................................. 15 3.3 Nhng ngun thng tin c th tm kim v nhng i th cnh tranh............................................................ 16 3.4 Ngun thng tin v cc th trng nc ngoi. .............................................................................................. 16 3.5 Nghin cu th trng trong TMT ............................................................................................................... 17 3.6 Qun l quan h vi khch hng CRM........................................................................................................... 18 3.7 H s khch hng v c th ho khch hng .................................................................................................. 19 3.8. S dng th in t trong giao dch in t .................................................................................................. 19 3.9 Qung co trong TMT ................................................................................................................................. 20

Chng 4: K NNG MARKETING TRC TUYN............................................... 21

4.1. Cch thc thu ht khch hng n trang Web ca doanh nghip .................................................................. 21 4.2 Nhng nhn t gip cho vic bn cc sn phm, dch v c hiu qu trn mng. .......................................... 22 4.3. Nhng dch v c th trin khai c trn mng........................................................................................... 23 4.4 Nhng sn phm m khch hng c th tm mua trn mng .......................................................................... 23

Chng 5: C S PHP L CHO VIC PHT TRIN THNG MI IN T 24

5.1. S cn thit phi xy dng khung php l cho vic trin khai Thng mi in t. ..................................... 24 5.2. Lut thng mi in t ................................................................................................................................ 24 5.3 Lut Bo v s ring t trong TMT............................................................................................................. 26 5.4 Lut Bo v quyn s hu tr tu.................................................................................................................... 26

Chng 6: VN BO MT, AN NINH TRN MNG....................................... 27

6.1 Cc loi ti phm trn mng........................................................................................................................... 27 6.2 Cc vn an ton bo mt c bn t ra trong TMT ................................................................................. 28 6.3 C ch m ho ................................................................................................................................................ 29 6.4 Chng thc s ho.......................................................................................................................................... 30 6.5 Mt s giao thc bo mt thng dng ............................................................................................................ 31

Chng 7: VN THANH TON TRONG THNG MI IN T................ 32

7.1. Th tn dng .................................................................................................................................................. 32 7.2. nh danh hay ID s ho (Digital identificator) ............................................................................................ 33 7.3. Gi mua hng in t .................................................................................................................................... 34 7.4. Cyber Cash .................................................................................................................................................... 35

Chng 8 MT S VN K THUT TRONG THNG MI IN T ...... 37

8. 1. Gii thiu mt s gii php thng mi in t in hnh ........................................................................... 37 8. 2. Kin trc mt website.................................................................................................................................. 41 8. 3. Cc bc xy dng mt website................................................................................................................... 44

Chng 9 CC DOANH NGHIP VIT NAM V TMT...................................... 46

9.1 Thi c v thch thc ..................................................................................................................................... 46 9.2 Nh nc ta ang h tr cc doanh nghip tip cn TMT ........................................................................... 47 9.3 Cc bc cn lm chp nhn v tham gia TMT ca cc doanh nghip Vit Nam .................................. 47 9.4 Xy dng k hoch kinh doanh TMT .......................................................................................................... 53

Chng 1: GII THIU V INTERNET, WWW, TRANG WEB

1. Gii thiu v Internet

Internet l mng ca cc mng my tnh trn phm vi tan th gii, s dng giao thc c tn l TCP/IP kt ni v truyn d liu gia cc my tnh

R Internet

R modem ISP Dedicated Connection Privat e R : Router ADSL

Hnh 1: S khi qut mng internet

Internet ra i trn c s mng ARPANET ca B Quc Phng M xy dng trong nhng nm 1970. i ph vi chin tranh lnh, Chnh ph M thnh lp mt c quan qun l d n nghin cu cng ngh cao (Advenced Research Projects Agency (ARPA). Vo cui nm 1960, vic s dng my tnh ARPA v cc c quan khc ca chnh ph m rng ra rt nhiu, h cn phi c chia s s liu vi nhau nu cn. ARPANET, l khi thy ca Internet, to ra gii quyt vn trn. My tnh thng c ch to bi cc cng ty khc nhau, hu ht cc my tnh bi s khc nhau v cc phn mm v phn cng. ARPANET xy dng cc chun cho Internet. Cc nh sn xut phi cung cp sn phm p ng vi nhng chun ny v do bo m rng tt c nhng my tnh c th trao i s liu vi nhau. Mt du mc khc ca Intrnet n vo gia nm 80, khi t chc khoa hc NSF (National Science Foundation) a vo Internet 5 trung tm siu my tnh. iu ny em li cho cc trung tm gio dc, qun s, v cc NSF khc c quyn c truy 3

nhp vo cc siu my tnh, v quan trng hn l to ra mt mng xng sng (backborne) cho mng Internet ngy nay. Mt trong nhng l do quyt nh s pht trin v qung b mnh m ca Internet l chnh tnh m rng t nhin ca n do giao thc TCP/IP em li. N lm cho vic kt ni mng my tnh internet tr nn d dng v vy internet nhanh chng tr thnh mng c nhiu ngi s dng nht ngy nay. Hnh 2: S pht trin dn s s dng internet trn th gii kt ni Internet chng ta phi c c nhng phn sau:

Mt my vi tnh ci h iu hnh Windows cung cp dch v TCP/IP (bt buc). Modem V.34 tc t 19200 baud hoc Router i vi kt ni ADSL

Internet tc ng su sc n mi mt i sng kinh t x hi, ng nhin n tc ng mnh n hot ng sn xut kinh doanh ca cc doanh nghip. Do nhng tc ng ca internet m nh tp ch Business Week so snh nu bt nhng c trng ca doanh nghip ca th k 21 nh sau:

TK20 vn quyt nh, TK21 tng mi nng ng quyt nh T chc doanh nghip chuyn t hnh thp, phn cp sang hnh mng li Nhim v trung tm ca ngi qun l chuyn t qun l ti sn sang qun l thng tin Sn phm chuyn t sn xut hng lot sang c th ho hng lot khch hng Ti chnh qun l theo Qu nay qun l tc thi v qun l kho t hng thng chuyn sang hng gi

CEO hot ng ton cu thng xuyn phi i cng tc Tng cng s dng outsourcing

Bill Gates: Canh tranh ngy nay khng phi gia cc sn phm m gia cc m hnh kinh doanh. Nu Doanh nghip khng quan tm n thng tin, Internet, Web, TMT tt s chu nhiu ri ro. Internet khng tc ng ln sn phm c th no m ln ton b mi quan h ca doanh nghip thng qua thng tin m n em li. N khng lm thay i bn cht qu trnh kinh doanh nhng n em li c hi mi cha tng c Mt tin b c tnh t ph na trong lch s pht trin internet l s ra i v pht trin cng ngh web (1992) cho kch thch cc doanh nghip nhy vo v thng mi in t ra i t .
2. Gii thiu v World Wide Web ( WWW) v trang Web

2.1 Khi nim WWW Trc nm 1990, Internet pht trin thnh mng ca nhng my tnh kt ni vi tc cao, nhng n vn cha c mt h thng c s c bit. Ngi ta cn trao i s liu di dng text, ha v hyperlinks. Tim Berners Lee, mt nh khoa hc lm vic ti phng th nghim Chu u v vt l ti Geneva, Thy s, ngh mt b Protocol cho php truyn thng tin ha trn Internet vo nm 1989. Nhng ngh ny ca Berners Lee c mt nhm khc thc hin, v World Wide Web ra i. Internet v World Wide Web, hoc n gin gi l Web c gi l tra cu thng tin ton cu. N bao gm hng triu cc website, mi website c xy dng t nhiu trang web. Mi trang web c xy dng trn mt ngn ng HTML (Hyper Text Transfer Protocol) ngn ng ny c hai c trng c bn: 1> Tch hp hnh nh m thanh to ra mi trng multimedia 2> To ra cc siu lin kt cho php c th nhy tt trang web ny sdang trang web khc khng cn mt trnh t no. c trang web ngi ta s dng cc trnh duyt (browser). Cc trnh duyt ni ting hin nay l Internet Explorer (tch hp ngay trong h iu hnh) v Nescape. 2.2 Khi nim v trang Web Trang Web l mt tp vn bn c cha ng ngn ng lp trnh siu vn bn (HyperText Markup Language - HTML) tch hp hnh nh, m thanh v nhng trang Web khc. Trang Web c lu ti Web Server v c th c truy cp vo mng Internet qua trnh duyt Web Browser c trong my tnh. Trang Web c 2 c trng c bn 1> Gia cc trang Web c cc siu lin kt cho php ngi s dng c th t trang ny sang trang khc m khng tnh n khang cch a l 2> Ngn ng HTML cho php trang web c th s dng Multimedia th hin thng tin. Mi mt trang Web s c mt a ch c gi l Uniform Resource Locator (URL). URL l ng dn trn Internet n c trang Web. V d URL cho trang TinTucVietNam http://www.tintucvietnam.com. Tp hp cc trang web phc v cho mt t chc v c t trong mt my ch kt ni mng c gi l web site. Trong website thng c mt trang ch v t c ng dn siu lin kt n cc trang khc 5

Chng 2: KHI NIM V THNG MI IN T

2.1 Khi nim

Thng mi in t l hnh thc mua bn hng ha v dch v thng qua mng my tnh tan cu. Thng mi in t theo ngha rng c nh ngha trong Lut mu v Thng mi in t ca y ban Lin Hp quc v Lut Thng mi Quc t (UNCITRAL): Thut ng Thng mi cn c din gii theo ngha rng bao qut cc vn pht sinh t mi quan h mang tnh cht thng mi d c hay khng c hp ng. Cc quan h mang tnh thng mi bao gm cc giao dch sau y: bt c giao dch no v thng mi no v cung cp hoc trao i hng ha hoc dch v; tha thun phn phi; i din hoc i l thng mi, y thc hoa hng; cho thu di hn; xy dng cc cng trnh; t vn; k thut cng trnh; u t; cp vn; ngn hng; bo him; tha thun khai thc hoc t nhng; lin doanh cc hnh thc khc v hp tc cng nghip hoc kinh doanh; chuyn ch hng ha hay hnh khch bng ng bin, ng khng, ng st hoc ng b. Nh vy, c th thy rng phm vi ca Thng mi in t rt rng, bao qut hu ht cc lnh vc hot ng kinh t, vic mua bn hng ha v dch v ch l mt trong hng ngn lnh vc p dng ca Thng mi in t. Theo ngha hp thng mi in t ch gm cc hot ng thng mi c tin hnh trn mng my tnh m nh Internet. Trn thc t, chnh cc hot ng thng mi thng qua mng Internet lm pht sinh thut ng Thng mi in t. Thng mi in t gm cc hot ng mua bn hng ha v dch v qua phng tin in t, giao nhn cc ni dung k thut s trn mng, chuyn tin in t, mua bn c phiu in t, vn n in t, u gi thng mi, hp tc thit k, ti nguyn mng, mua sm cng cng, tip th trc tuyn ti ngi tiu dng v cc dch v sau bn hng. Thng mi in t c thc hin i vi c thng mi hng ha (v d nh hng tiu dng, cc thit b y t chuyn dng) v thng mi dch v (v d nh dch v cung cp thng tin, dch v php l, ti chnh); cc hot ng truyn thng (nh chm sc sc khe, gio dc ) v cc hot ng mi (v d nh siu th o). Thng mi in t ang tr thnh mt cuc cch mng lm thay i cch thc mua sm ca con ngi.
2.2 Cc c trng ca Thng mi in t

So vi cc hot ng Thng mi truyn thng, thng mi in t c mt s im khc bit c bn sau: 2.2.1. Cc bn tin hnh giao dch trong thng mi in t khng tip xc trc tip vi nhau v khng i hi phi bit nhau t trc. Trong Thng mi truyn thng, cc bn thng gp g nhau trc tip tin hnh giao dch. Cc giao dch c thc hin ch yu theo nguyn tc vt l nh chuyn tin, sc ha n, vn n, gi bo co. Cc phng tin vin thng nh: fax, telex, .. ch c s dng trao i s liu kinh doanh. Tuy nhin, vic s dng cc phng tin in t

trong thng mi truyn thng ch chuyn ti thng tin mt cch trc tip gia hai i tc ca cng mt giao dch. Thng mi in t cho php mi ngi cng tham gia t cc vng xa xi ho lnh n cc khu vc th ln, to iu kin cho tt c mi ngi khp mi ni u c c hi ngang nhau tham gia vo th trng giao dch ton cu v khng i hi nht thit phi c mi quen bit vi nhau. 2.2.2 Cc giao dch thng mi truyn thng c thc hin vi s tn ti ca khi nim bin gii quc gia, cn thng mi in t c thc hin trong mt th trng khng c bin gii (th trng thng nht ton cu). Thng mi in t trc tip tc ng ti mi trng cnh tranh ton cu. Thng mi in t cng pht trin, th my tnh c nhn tr thnh ca s cho doanh nghip hng ra th trng trn khp th gii. Vi thng mi in t, mt doanh nhn d mi thnh lp c th kinh doanh Nht Bn, c v Chil ..., m khng h phi bc ra khi nh, mt cng vic trc kia phi mt nhiu nm. 2.2.3. Trong hot ng giao dch thng mi in t u c s tham ra ca t nht ba ch th, trong c mt bn khng th thiu c l ngi cung cp dch v mng, cc c quan chng thc. Trong Thng mi in t, ngoi cc ch th tham gia quan h giao dch ging nh giao dch thng mi truyn thng xut hin mt bn th ba l nh cung cp dch v mng, cc c quan chng thc l nhng ngi to mi trng cho cc giao dch thng mi in t. Nh cung cp dch v mng v c quan chng thc c nhim v chuyn i, lu gi cc thng tin gia cc bn tham gia giao dch thng mi in t, ng thi h cng xc nhn tin cy ca cc thng tin trong giao dch thng mi in t. 2.2.4 i vi thng mi truyn thng th mng li thng tin ch l phng tin trao i d liu, cn i vi thng mi in t th mng li thng tin chnh l th trng Thng qua Thng mi in t, nhiu loi hnh kinh doanh mi c hnh thnh. V d: cc dch v gia tng gi tr trn mng my tnh hnh thnh nn cc nh trung gian o lm cc dch v mi gii cho gii kinh doanh v tiu dng; cc siu th o c hnh thnh cung cp hng ha v dch v trn mng my tnh. Cc trang Web kh ni ting nh Yahoo! America Online hay Google ng vai tr quan trng cung cp thng tin trn mng. Cc trang Web ny tr thnh cc khu ch khng l trn Internet. Vi mi ln nhn chut, khch hng c kh nng truy cp vo hng ngn ca hng o khc nhau v t l khch hng vo hng ngn cc ca hng o khc nhau v t l khch hng vo thm ri mua hng l rt cao. Ngi tiu dng bt u mua trn mng mt s cc loi hng trc y c coi l kh bn trn mng. Nhiu ngi sn sng tr thm mt cht tin cn hn l phi i ti tn ca hng. Mt s cng ty mi khch may o qun o trn mng, tc l khch hng chn kiu, gi s o theo hng dn ti ca hng (qua Internet) ri sau mt thi gian nht nh nhn c b qun o theo ng yu cu ca mnh. iu tng nh khng th thc hin c ny cng c rt nhiu ngi hng ng. Cc ch ca hng thng thng ngy nay cng ang ua nhau a thng tin ln Web tin ti khai thc mng th trng rng ln trn Web bng cch m ca hng o. 7

Hnh 3: cc loi giao dch B2B trong TMT

2.3 Cc c s pht trin TMT v cc loi giao dch TMT

pht trin TMT cn phi c hi mt s c s:

H tng k thut internet phi nhanh, mnh m bo truyn ti cc ni dung thng tin bao gm m thanh, hnh nh trung thc v sng ng. Mt h tng internet mnh cho php cung cp cc dch v nh xem phim, xem TV, nghe nhc v.v. trc tip. Chi ph kt ni internet phi r m bo s ngi dng internet phi ln. H tng php l: phi c lut v TMT cng nhn tnh php l ca cc chng t in t, cc hp ng in t k qua mng; phi c lut bo v quyn s h tr tu, bo v s ring t, bo v ngi tiu dng v.v. iu chnh cc giao dch qua mng Phi c c s thanh ton in t an ton bo mt. Thanh ton in t qua th, qua tin in t, thanh ton qua EDI. Cc ngn hng phi trin khai h thng thanh ton in t rng khp Phi c h thng c s chuyn pht hng nhanh chng, kp thi v tin cy Phi c h thng an ton bo mt cho cc giao dch, chng xm nhp tri php, chng virus, chng thoi thc

Phi c nhn lc am hiu kinh doanh, cng ngh thng tin, thng mi in t trin khai tip th, qung co, xc tin, bn hng v thanh ton qua mng

2.4 Cc loi hnh giao dch TMT

Trong TMT c ba ch th tham gia: Doanh nghip (B) gi vai tr ng lc pht trin TMT, ngi tiu dng (C) gi vai tr quyt nh s thnh cng ca TMT v chnh ph (G) gi vai tr nh hng, iu tit v qun l. T cc mi quan h gia cc ch th trn ta c cc loi giao dch TMT: B2B, B2C, B2G, C2G, C2C ... trong B2B v B2C l hai loi hnh giao dch TMT quan trng nht. Business-to-business (B2B) : M hnh TMT gia cc doanh nghip vi doanh nghip. TMT B2B (Business-to-business) l vic thc hin cc giao dch gia cc doanh nghip vi nhau trn mng. Ta thng goi l giao dch B2B. Cc bn tham gia giao dch B2B gm: ngi trung gian trc tuyn (o hoc click-and-mortar), ngi mua v ngi bn. Cc loi giao dch B2B gm: mua ngay theo yu cu khi gi c thch hp v mua theo hp ng di hn, da trn m phn c nhn gia ngi mua v ngi bn. Cc loi giao dch B2B c bn:

Bn Bn (mt bn bn nhieu bn mua) l m hnh da trn cng ngh web trong mt cty bn cho nhiu cty mua. C 3 phng php bn trc tip trong m hnh ny: Bn t catalog in t, Bn qua qu trnh u gi, Bn theo hp ng cung ng di hn tho thun trc. Cty bn c th l nh san xut loi click-and-mortar hoc nh trung gian thng thng l nh phn phi hay i l Bn Mua mt bn mua - nhiu bn bn Sn Giao Dich nhiu bn bn - nhiu bn mua TMT phi hp Cc i tc phi hp nhau ngay trong qu trnh thit k ch to sn phm

Business-to-consumer (B2C): M hnh TMT gia doanh nghip v ngi tiu dng. y l m hnh bn l trc tip n ngi tiu dng. Trong TMT, bn l in t c th t nh sn xut, hoc t mt ca hng thng qua knh phn phi. Hng ho bn l trn mng thng l hng ho, my tnh, in t, dng c th thao, dng vn phng, sch v m nhc, chi, sc kho v m phm, gii tr v.v. M hnh kinh doanh bn l c th phn loi theo quy m cc loi hng ho bn (Tng hp, chuyn ngnh), theo phm vi a l (ton cu , khu vc ), theo knh bn (bn trc tip, bn qua knh phn b). Mt s hnh thc cc ca hng bn l trn mng: Brick-and-mortar l loi ca hng bn l kiu truyn thng, khng s dng interne, Click-and-mortar l loi ca hng bn l truyn thng nhng c knh bn hng qua mng v ca hng o l ca hng bn l hon ton trn mng m khng s dng knh bn truyn thng.

Hai loi giao dch trn l giao dch c bn ca TMT. Ngoi ra trong TMT ngi ta cn s dng cc loi giao dch: Govement-to-Business (G2B) l m hnh TMT gia doanh nghip vi c quan chnh ph, Government-to-citizens (G2C) l m hnh TMT gia cc c quan chnh ph v cng dn cn goi l chnh ph in t, consumer-toconsumer (C2C) l m hnh TMT gia cc ngi tiu dng v mobile commerce (mcommerce) l TMT thc hin qua in thoi di ng.
2.5 Cc hnh thc hot ng ch yu ca Thng mi in t

2.5.1. Th in t Cc doanh nghip, cc c quan Nh nc,.. s dng th in t gi th cho nhau mt cch trc tuyn thng qua mng, gi l th in t (electronic mail, vit tt l e-mail). Thng tin trong th in t khng phi tun theo mt cu trc nh trc no. 2.4.2. Thanh ton in t Thanh ton in t (electronic payment) l vic thanh ton tin thng qua bc th in t (electronic message) v d, tr lng bng cch chuyn tin trc tip vo ti khon, tr tin mua hng bng th mua hng, th tn dng v.v.. thc cht u l dng thanh ton in t. Ngy nay, vi s pht trin ca TMT, thanh ton in t m rng sang cc lnh vc mi l: a. Trao i d liu in t ti chnh (Financial Electronic Data Interchange, gi tt l FEDI) chuyn phc v cho vic thanh ton in t gia cc cng ty giao dch vi nhau bng in t. b. Tin l in t (Internet Cash) l tin mt c mua t mt ni pht hnh (ngn hng hoc mt t chc tn dng no ), sau c chuyn i t do sang cc ng tin khc thng qua Internet, p dng trong c phm vi mt nc cng nh gia cc quc gia; tt c u c thc hin bng k thut s ha, v th tin mt ny cn c tn gi l tin mt s ha (digital cash. Tin l in tang trn pht trin nhanh, n c u im ni bt sau: + Dng thanh ton nhng mn hng gi tr nh, thm ch ngay c tin mua bo (v ph giao dch mua hng v chuyn tin rt thp); + C th tin hng gia hai con ngi hoc hai cng ty bt k, cc thanh ton l v danh; + Tin mt nhn c m bo l tin tht, trnh c tin gi c. V in t (electronic purse); l ni tin mt Internet, ch yu l th thng minh (smart card), cn gi l th gi tin (stored value card), tin c tr cho bt k ai c c th ; k thut ca ti tin in t tng t nh k thut p dng cho tin l in t. Th thng minh, nhn b ngoi nh th tn dng, nhng mt sau ca th, c mt chp my tnh in t c mt b nh lu tr tin s ha, tin y ch c chi tr khi s dng hoc th yu cu (nh xc nhn thanh ton ha n) c xc thc l ng d. Giao dch in t ca ngn hng (digital banking). H thng thanh ton in t ca ngn hng l mt h thng ln gm nhiu h thng nh: 10

(1) Thanh ton gia ngn hng vi khch hng qua in thoi, ti cc im bn l, cc kit, giao dch c nhn ti cc gia nh, giao dch ti tr s khch hng, giao dch qua Internet, chuyn tin in t, th tn dng, thng tin hi p, (2) Thanh ton gia ngn hng vi cc i l thanh ton (nh hng, siu th,) (3) Thanh ton ni b mt h thng ngn hng (4) Thanh ton lin ngn hng 2.4.3 Trao i d liu in t Trao i d liu in t (electronic data interchange, vit tt l EDI) l vic trao i cc d liu di dng c cu trc (stuctured form), t my tnh in t ny sang my tnh in t khc, gia cc cng ty hoc n v tha thun bun bn vi nhau. Theo y ban lin hp quc v lut thng mi quc t (UNCITRAL), Trao i d liu in t (EDI) l vic chuyn giao thng tin t my tnh in t ny sang my tnh in t khc bng phng tin in t, c s dng mt tiu chun c tha thun cu trc thng tin. EDI ngy cng c s dng rng ri trn ton cu, ch yu phc v cho vic mua v phn phi hng (gi n hng, cc xc nhn, cc ti liu gi hng, ha n v.v), ngi ta cng dng cho cc mc ch khc, nh thanh ton tin khm bnh, trao i cc kt qu xt nghim v.v. Trc khi c Internet c EDI, khi ngi ta dng mng gi tr gia tng (Value Added Network, vit tt l VAN) lin kt cc i tc EDI vi nhau; ct li ca VAN l mt h thng th in t cho php cc my tnh in t lin lc c vi nhau, v hot ng nh mt phng tin lu tr v tm kim; khi ni vo VAN, mt doanh nghip c th lin lc vi nhiu my tnh in t nm nhiu thnh ph trn khp th gii. Ngy nay EDI ch yu c thc hin thng qua mng Internet. phc v cho bun bn gia cc doanh nghip thun li hn vi chi ph truyn thng khng qu tn km, ngi ta xy dng mt kiu mng mi gi l mng ring o (virtual private network), l mng ring dng intranet ca mt doanh nghip nhng c thit lp da trn chun trang Web v truyn thng qua mng Internet. Cng vic trao i EDI trong TMT thng gm cc ni dung sau: 1/ Giao dch kt ni 2/ t hng 3/ Giao dch gi hng 4/Thanh ton Vn ny ang c tip tc nghin cu v x l, c bit l bun bn gia cc nc c quan im chnh sch, v lut php thng mi khc nhau, i hi phi c mt php l chung trn nn tng thng nht quan im v t do ha thng mi v t do ha vic s dng mng Internet, ch nh vy mi bo m c tnh kh thi, tnh an ton, v tnh c hiu qu ca vic trao i d liu in t (EDI) 2.4.4. Truyn dung liu Dung liu (content) l ni dung ca hng ha s, gi tr ca n khng phi trong vt mang tin v nm trong bn thn ni dung ca n. Hng ho s c th c giao qua mng. V d hng ho s l: Tin tc, nhc phim, cc chng trnh pht thanh, truyn 11

hnh, cc chng trnh phn mm, cc kin t vn, v my bay, v xem phim, xem ht, hp ng bo him, v.v.. Trc y, dung liu c trao i di dng hin vt (physical form) bng cch a vo a, vo bng, in thnh sch bo, thnh vn bn, ng gi bao b chuyn n tay ngi s dng, hoc n im phn phi (nh ca hng, quy bo v.v.) ngi s dng mua v nhn trc tip. Ngy nay, dung liu c s ha v truyn gi theo mng, gi l giao gi s ha (digital delivery). Cc t bo, cc t liu cng ty, cc ca-ta-l sn phm ln lt a ln Web, ngi ta gi l xut bn in t (electronic publishing hoc Web publishing), khong 2700 t bo c a ln Web gi l sch in t; cc chng trnh pht thanh, truyn hnh, gio dc, ca nhc, k chuyn v.v..cng c s ha, truyn qua Internet, ngi s dng ti xung (download); v s dng thng qua mn hnh v thit b m thanh ca my tnh in t. 2.4.5. Mua bn hng ha hu hnh n nay, danh sch cc hng ha bn l qua mng m rng, t hoa ti qun o, t v xut hin mt loi hot ng gi l mua hng in t (electronic shopping), hay mua hng trn mng; mt s nc, Internet bt u tr thnh cng c cnh tranh bn l hng hu hnh (Retail of tangible goods). Tn dng tnh nng a phng tin (multimedia) ca mi trng Web v Java, ngi bn xy dng trn mng cc ca hng o (virtual shop), gi l o bi v, ca hng c tht nhng ta ch xem ton b quang cnh ca hng v cc hng ha cha trong trn tng trang mn hnh mt. c th mua bn hng, khch hng tm trang Web ca ca hng, xem hng ha hin th trn mn hnh, xc nhn mua v tr tin bng thanh ton in t. Lc u (giai on mt), vic mua bn nh vy cn dng s khai: ngi mua chn hng ri t hng thng qua mu n (form) cng t ngay trn Web. Nhng c trng hp mun la chn gia nhiu loi hng cc trang Web khc nhau (ca cng mt ca hng) th hng ha miu t nm mt trang, n t hng li nm trang khc, gy ra nhiu phin toi. khc phc, giai on hai, xut hin loi phn mm mi, cng vi hng ha ca ca hng trn mn hnh c thm phn xe mua hng (shopping cart, shopping trolley), gi mua hng (shopping basket, shopping bag) ging nh gi mua hng hay xe mua hng tht m ngi mua thng dng khi vo ca hng siu th. Xe v gi mua hng ny i theo ngi mua sut qu trnh chuyn t trang Web ny n trang Web khc chn hng, khi tm c hng va , ngi mua n phm Hy b vo gi ( Put in into shopping bag); cc xe hay gi mua hng ny c nhim v t ng tnh tin (k c thu, cc vn chuyn) thanh ton vi khch mua. V hng ha l hu hnh, nn tt yu sau ca hng phi dng ti cc phng tin gi hng theo kiu truyn thng a hng n tay ngi tiu dng.
2.5. Li ch ca Thng mi in t

2.5.1. Thu thp c nhiu thng tin TMT gip ngi ta tham gia thu c nhiu thng tin v th trng, i tc, gim chi ph tip th v giao dch, rt ngn thi gian sn xut, to dng v cng c quan h bn hng. Cc doanh nghip nm c thng tin phong ph v kinh t th trng, nh c 12

th xy dng c chin lc sn xut v kinh doanh thch hp vi xu th pht trin ca th trng trong nc, khu vc v quc t. iu ny c bit c ngha i vi cc doanh nghip va v nh, hin nay ang c nhiu nc quan tm, coi l mt trong nhng ng lc pht trin kinh t. 2.5.2. Gim chi ph sn xut TMT gip gim chi ph sn xut, trc ht l chi ph vn phng. Cc vn phng khng giy t (paperless office) chim din tch nh hn rt nhiu, chi ph tm kim chuyn giao ti liu gim nhiu ln (trong khu in n hu nh c b hn); theo s liu ca hng General Electricity ca M, tit kim trn hng ny t ti 30%. iu quan trng hn, vi gc chin lc, l cc nhn vin c nng lc c gii phng khi nhiu cng on s v c th tp trung vo nghin cu pht trin, s a n nhng li ch to ln lu di. 2.5.3. Gim chi ph bn hng, tip th v giao dch TMT gip gim thp chi bn hng v chi ph tip th. Bng phng tin Internet/Web, mt nhn vin bn hng c th giao dch c vi rt nhiu khch hng, catalogue in t (electronic catalogue) trn Web phong ph hn nhiu v thng xuyn cp nht so vi catalogue in n ch c khun kh gii hn v lun lun li thi. Theo s liu ca hng my bay Boeing ca M, c ti 50% khch hng t mua 9% ph tng qua Internet (v nhiu cc n hng v lao v k thut), v mi ngy gim bn c 600 cuc gi in thoi. TMT qua Internet/Web gip ngi tiu th v cc doanh nghip gim ng k thi gian v chi ph giao dch (giao dch c hiu l t qu trnh qung co, tip xc ban u, giao dch t hng, giao dch thanh ton). Thi gian giao dch qua Internet ch bng 7% thi gian giao dch qua Fax, v bng khong 0.5 phn nghn thi gian giao dch qua bu in chuyn pht nhanh, chi ph thanh ton in t qua Internet ch bng t 10% n 20% chi ph thanh ton theo li thng thng. Tng hp tt c cc li ch trn, chu trnh sn xut (cycle time) c rt ngn, nh sn phm mi xut hin nhanh v hon thin hn. 2.5.4. Xy dng quan h vi i tc TMT to iu kin cho vic thit lp v cng c mi quan h gia cc thnh vin tham gia vo qu trnh thng mi: thng qua mng (Internet/ Web) cc thnh vin tham gia (ngi tiu th, doanh nghip, cc c quan Chnh ph...) c th giao tip trc tip (lin lc trc tuyn) v lin tc vi nhau, c cm gic nh khng c khong cch v a l v thi gian na; nh s hp tc v s qun l u c tin hnh nhanh chng mt cch lin tc: cc bn hng mi, cc c hi kinh doanh mi c pht hin nhanh chng trn phm vi ton quc, ton khu vc, ton th gii, v c nhiu c hi la chn hn. 2.5.5. To iu kin sm tip cn kinh t tr thc Trc ht, TMT s kch thch s pht trin ca ngnh cng ngh thng tin to c s cho pht trin kinh t tri thc. Li ch ny c mt ngha ln i vi cc nc ang pht trin: nu khng nhanh chng tip cn nn kinh t tri thc th sau khong mt thp k na, nc ang pht trin c th b b ri hon ton. Kha cnh li ch ny mang tnh chin lc cng ngh v tnh chnh sch pht trin cn cho cc nc cng nghip ha.

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Chng 3: NGHIN CU TH TRNG TMT

3.1 Khi nim v th trng TMT

3.1.1 Khi nim th trng TMT Th trng l ni dng trao i Thng tin, Hng ho, Dch v, Thanh ton. Th trng to ra gi tr cho cc bn tham gia: Ngi mua, Ngi bn, Ngi mi gii, Ton x hi. i vi doanh nghip th trng chnh l khch hng. Th trng c 3 chc nng c bn: Lm cho ngi mua v ngi bn gp nhau H tr trao i thng tin, hang ho, dch v v thanh ton bng cc giao dch th trng Cung cp mt c s h tng phc v v a ra cc th ch iu tit Cc yu t cu thnh th trng TMT gm: Khch hng: l ngi i do trn web tm kim, tr gi, t mua cc sn phm. Khch hng l t chc, doanh nghip chim 85% hot ng ca TMT Ngi bn: C hng trm ngn ca hng trn web thc hin qung co v gii thiu hng triu cc Web sites. Ngi bn c th bn trc tip t Web site hoc qua ch in t Hng ho : l cc sn phm vt th, hay s ho, dch v C s h tng: phn cng, phn mm, mng internet Front-end: Cng ngi bn, Catalogs in t, Gi mua hng, Cng c tm kim, Cng thanh ton Back-end: X l v thc hin n hng, Qun l kho, Nhp hng t cc nh cung cp, X l thanh ton, ng gi v giao hng i tc, nh mi gii: Nh mi gii l ngi trung gian ng gia ngi mua v ngi bn Cc dch v h tr: Dch v chng thc in t, Dch v t vn 3.1.2 Cc loi th trng TMT Ca hng trn mng (Electronic storefronts) l mt Web site ca mt doanh nghip dng bn hng ho v dch v qua mng thng qua cc chc nng ca website. Thng thng website gm: Catalogs in t, Cng thanh ton, Cng c tm kim , Vn chuyn hng, Dch v khch hng, Gi mua hng. H tr u gi Siu th in t (e-malls) l mt trung tm bn hng trc tuyn trong c nhiu ca hng in t. Ngi ta c th phn loi: Siu th tng hp l mt ch in t trong bn tt c cc loi hng ho, siu th chuyn dng ch bn mt s loi sn phm hoc Ca hng/ siu th hon ton trc tuyn hoc kt hp 14

Sn giao dch (E-marketplaces) l th trng trc tuyn thng thng l B2B, trong ngi mua v ngi bn c th m phn vi nhau, c mt doanh nghip hoc mt t chc ng ra s hu. C th phn ra 3 loi sn giao dch TMT:

Sn giao dch TMT ring do mt cng ty s hu: Cng ty bn cc sn phm tiu chun v sn phm may o theo yu cu ca cng ty . Cng ty mua l cc cng ty t mua hng t cng ty bn Sn giao dch TMT chung l mt ch B2B thng do mt bn th 3 ng ra t chc tp hp cc bn bn v mua trao i mua bn vi nhau Sn giao dch TMT chuyn ngnh- Consortia l tp hp cc ngi mua v bn trong mt ngnh cng nghip duy nht

Cng thng tin (Portal) l mt im truy cp thng tin duy nht thng qua trnh duyt c th thu nhn cc loi thng tin t bn trong mt t chc. Ngi ta c th phn loi cng thng tin l ni tm kim thng tin cn thit, cng giao tip l ni cc doanh nghip c th gp g v trao i mua bn hng ho v dch v v cao nht l cng giao dch trong doanh nghip c th ly thng tin, tip xc v tin hnh giao dch. Khi nim cng thng tin nhn mnh nhiu v mc t ng ho bn CNTT, bn cht thng mi th n cng l mt sn giao dch TMT. V d: Cng thng tin H Ni, Cng thng tin b thng mi, Cng thng tin Vit Trung (VCCI)
3.2 Cch thc ly v cung cp thng tin trn mng

Thng tin trn mng l rt phong ph t hng triu triu trang web hin c trn mng. Ngi ta c th tra cu tm kim moi ngun thng tin trn mng internet. Vic tm kim thng tin t cc trang web cho doanh nghip mt phng tin nghin cu th trng. Mt khc, doanh nghip mun nhiu doanh nghip khc tm n mnh, v vy cung cp nhng thng tin c gi tr cho mi ngi th doanh nghip phi:

m bo rng nhng trang Web ca mnh c ng k vi nhng phng tin tm kim nh Alta Vista, Google v HotBot, v Yahoo Qung co trn nhng tp ch in n hoc tp ch chuyn mn trc tuyn. y mnh vic cung cp min ph cc thng tin gi tr n nhm khch hng tim nng thng qua email v cc tin tc c cp nht kp thi lin quan n ngnh ngh kinh doanh.

Cc a ch c th tm nhng thng tin c ch trn mng Nu doanh nghip c k hoch bn sn phm cho nc ngoi, iu cn thit l nhng sn phm phi ph hp vi nhng tiu chun an ton v sc kho ca quc gia nn phi bit thng tin v nhng tiu chun v n phi c cp nht. V d mt s site c ch l: Codex Alimentarius Commission, a ch: http://www.fao.org, cung cp nhng thng tin chi tit v cc tiu chun ca ngnh cng nghip lng thc v.v. ITC (http://www.intracen.org) va mi bin son mt th mc ca cc cng thng mi in t gip ta d tm thy. Nhng bn tm tt c bit (Special Compendiums) s dn n cc ngun thng tin thng mi trn Internet.

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3.3 Nhng ngun thng tin c th tm kim v nhng i th cnh tranh

Nhng ngun s cp: iu quan trng nht ca nhng ngun thng tin s cp v nhng g m i th cnh tranh ang thc hin l nhng bn tin thng mi thuc lnh vc h ang kinh doanh. Cc bn tin ny cung cp cp nht thng tin v tnh trng th trng (ni a v/hoc quc t) cho sn phm v dch v ca doanh nghip, cng nh tin tc, phn tch, m t s lc cng ty. Mt s v d v nhng bn tin thng mi cng nghip l:

Metal Bulletin: quan h vi cng nghip kim kh, xut bn 2 ln trong tun, c trang web a ch l: http://www.metalbulletin.com/. The Grocer: kim sot nn cng nghip lng thc v ung ca United Kingdom, xut bn 2 tun mt ln. c a ch website l : http://www.foodanddrink.co.uk.

T chc pht trin thng mi cng c th cng tr thnh ngun thng tin hu dng c bit l khi n cng b cc kinh nghim chuyn mn. N cng c th l ni ct tr cc bn bo co quan trng c ph bin hng nm ca cc cng ty t nhn, v chnh l ngun thng tin quan trng v nhng g mt cng ty ang thc hin. Nhng ngun th cp: Cc c s d liu c cp c th tht s c gi tr khi n lit k cc ngun thng tin s cp c phn tch v ch dn, do vy c th d dng hn nhiu tm nhng thng tin c th thng qua s dng kho tm kim. PTSP- Gale Group PROMT(r) Plus. Tm kim thng qua c s d liu c tnh theo giy vi gi mi gi l 90 USD v bnh qun mi ln ti xung l 2,50 USD. PTSP l mt loi c s d liu cng nghip a h cha nhng thng tin tru tng v cc cng ty, sn phm v th trng. http://ds.datastarweb.com/ds/products/datastar/sheets/ptsp.htm. INDY- C s d liu thng mi v cng nghip (Trade &Industry Database). Tm kim thng qua c s d liu c tnh theo giy vi gi mi gi l 90$ v bnh qun mi ln ti xung l 3,17$. INDY l mt loi c s d liu vn bn y vi thng tin v cc cng ty, cc loi sn phm, tip th v cc ch khc. a ch: http://ds.datastarweb.com/ds/products/datasta/sheets/indy.htm Reuter Business Briefing Search, a ch: http://www.briefing.reuters.com Ph thu bao c tnh theo tin a phng; c tnh ra ng la l: 20 ting ng h l 750$, 450$ cho 10 ting ng h u tin v 375$ cho mi 10 ting tip theo. C s d liu ny cha cc bn nghin cu ca cc tc gi trn khp th gii v marketing, d bo v kinh t, m t s lc cng ty v phn tch u t. Nhng bn nghin cu ny c tnh theo gi mi mt ln xem .
3.4 Ngun thng tin v cc th trng nc ngoi.

Thng tin th trng theo c im tng nc theo cc ngun sau: CIA World Fact Book, xut bn hng nm. Agency Intelligent Agency. c th tm c min ph a ch : http://www.odci.gov/cia/publications/factbook/index.html Cung cp

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nhng thng tin v chnh tr, a l v c s h tng, cng nh nhng ch s kinh t cho cc quc gia v c nhn. Country Commercial Guides, xut bn hng nm. Vn phng chnh ph US, min ph ti a ch : http://www.state.gov/www/about-state/business/com-guides/ Nhng hng dn ny cung cp ci nhn ton din v cc nc, cc mi trng thng mi, nn kinh t thc dng, nhng phn tch chnh tr v th trng. Economist Intelligence Unites Country Reports, xut bn theo qu, 450$ mt nm, mi nm pht hnh 04 ln. Cung cp cc thng tin v s pht trin kinh doanh, cc hng ro kinh t v chnh tr ca cc quc gia . Exporters Encyclopaedia, xut bn thng xuyn. Cung cp thng tin v cc iu chnh thng mi, cc yu cu ti liu, vn ti v php lut lin quan n thng mi ca trn 220 nc. Internet l mt ngun thng tin hu ch ca siu th thng tin . Nhng trang web vi siu th thng tin theo tng quc gia v lc a c lit k di y: Quc gia/ Chu lc Africa Argentina Australia Austria Brazil Canada European Union China Czech Republic a ch Internet http://africa.com/ http://www.mccon.ar/ http://www.austrade.gov.au/index.htm http://www.wk.or.at/aw/ http://www.brazilexporters.com http://www.statca.ca http://www.europa.eu.int http://www.chinax.com/ http://www.mpo.cz/

3.5 Nghin cu th trng trong TMT

Nghin cu th trng l vic thu thp thng tin v: kinh t, cng nghip, cty, sn phm, gi c, h thng phn phi, xc tin thng mi, hnh vi mua hng ca th trng mc tiu. Mc ch nghin cu th trng l tm ra thng tin v kin thc v cc mi quan h gia ngi tiu dng, sn phm, phng php tip th, v cc nh tip th. T :

Tm ra c hi tip th Thit lp k hoch tip thi Hiu r qu trnh t hng nh gi c cht lng tip th

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Khi nghin cu th trng, ngi ta phi phn khc th trng, tc l chia th trng ra thnh nhm logic tin hnh tip th, qung co v bn hng. C th s dng nhiu cng c: iu tra, hi ... Nghin cu th trng TMT online l cng c mnh nghin cu hnh vi khch hng, pht hin ra th trng mi v tm ra li ch ngi tiu dng trong sn phm mi. Nghin cu th trng trn c s Internet c c trng l kh nng tng tc vi khch hng thng qua giao tip trc tuyn, lm cho hiu r hn khch hng, th trng, v cnh tranh. N gip:

Xc nh cc c im mua hng ca c nhn v nhm Tm ra cc yu t khuyn khch mua hng Bit c th no l trang web ti u Cch xc nh ngi mua tht Khch hng i mua hng ra sao Xu hng tip th v sn phm m th trng cn

3.6 Qun l quan h vi khch hng CRM

CRM l phng php dch v tp trung vo xy dng quan h lu di v bn vng lm tng gi tr cho c khch hng v doanh nghip. CRM xy dng trn c s th mnh ca TMT. lm iu doanh nghip xc nh:

Xy dng chin lc TMT hng vo khch hng Tp trung vo khch hng cui cng (end-user) Tin trnh kinh doanh v cc h thng phi thit k d s dng Cng c s trung thnh ca khch m bo c mt chin lc TMT tt Cung cp dch v c th ha, xc nh mc tiu vo ng khch hng, gip khch hng cng vic ca h, khch hng t gip h, hng qtrnh kinh doanh vo khch hng Nm bt c tan b kinh nghim khch hng Cung cp ci nhn tng th v quan h khch hng

lm c iu , doanh nghip phi xy dng c s d liu qun l mi quan h vi khch hng. C th l: Ch nh mt ngi qun l cc mi quan h khch hng thng qua cng c giao tip cc dch v khch hng v vic truyn b thng tin.

Cp nht y a ch email ca khch hng vo h s d liu ca doanh nghip, Phn loi khch hng trn c s nhu cu ca h, S dng cc kho st iu tra trc tuyn nm bt nhu cu khch hng, Xy dng bn tin in t hng tun hoc hng thng gi cho khch hng

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Trong thng mi in t cn tin hnh dch v chm sc khch hng trc tuyn. Mt dch v chm sc khch hng tt l phi cung cp a ch lin h vi mt ngi c trch nhim chm sc khch hng. Trnh dng phc p t ng nhng vn thc mc ca khch hng. Hng dn nhng khch hng tim nng trc tip ti trang web ca doanh nghip tm hiu v sn phm, h s d liu v lch s ca cng ty, gi c ... Cc nhn vin cung cp cho cc nhn vin ca mnh nhng thng tin cp nht v doanh s ca ton b cng ty, v nhng khch hng mi, nhng ng gp ca nhn vin. nhng tng mi; phn pht cc bn ghi nh cc cuc hp ca ban lnh o, cc hot ng ca nhn vin. Cc nh cung cp cn c bit cc thng tin mi nht v nhu cu gi hng v xp hng, v cc k hoch sn xut.

3.7 H s khch hng v c th ho khch hng

Khi nghin cu hnh vi mua hng ca khch, ngi ta phi nghin cu cc bc quyt nh mua hng. TMT cho php ta c hi xy dng mi quan h trc tuyn vi khch hng, t tng bc cung cp dch v cho tng khch hng c th. Ta gi l c th ho khch hng. C th ha l lm cho hng ha v dch v han tan p ng cc yu cu c th ca tng khch hng. c th ho, doanh nghip phi xy dng h s khch hng. H s khch hng l phn nh yu cu, s thch, thi quen ca tng khch hng. Doanh nghip c th thu thp qua Cookies l mt file d liu trong my ngi dng Web server thu thp thng tin v hot ng ca ngi s dng. Doanh nghip cn c chin lc b xung h s khch hng: Nhn thng tin trc tip t khch, S dng cookies v cc phng php khc, Nghin cu tip th v xc nh t cc n mua hng
3.8. S dng th in t trong giao dch in t

Mt u im ln nht ca vc s dng th in t v giao tip trc tuyn l chi ph thp. Hin nay nhiu nh doanh nghip s dng th in t cho phn ln cc giao tip khng chnh thc ca mnh chng hn nh gi bn memo thng bo, bo co, thng tin hoc gi cc cho hng mua hoc bn. Th in t cn c th c s dng chuyn giao cc s liu, biu , m thanh, hnh nh v ch vit. Cch vit mt th in t:

Trong dng ngi nhn To: phn dng v nh a ch ca ngi nhn . Trong dng tiu : dng, cn ngn gn, s dng cc ng t ng v cung cp cc chi tit c th v ni dung thng bo qua. Phn bn thn CC (carbon copy): dng ny s cho php gi mt bn copy thng bo ca mnh ti nhng ngi khc ngoi i ch xc nh trong To. BCC (blind carbon copy): c im ny s cho php gi mt bn copy ti ngi nhng khc m khng a ch ca ngi nhn. 19

Khi gi th in t, ch nn gi ti nhng ngi cn c, cn lu rng i tc c th phi nhn rt nhiu th hn nn cn ngh trc khi a ra quyt nh gi th . Cn h tn, tiu , a ch, s in thoi, s fax (cng vi m vng, m quc gia) v a ch th in t trong bt k bc th no. C th s mun to mt ch k t ng nhp vo cui mi bc th khng lm mt thi gi cho vic ny mi khi gi th. Cn lm cho bc th ca mnh r rng, d hiu. Nu mun ngi c hnh ng theo nhng g thng bo trong th, cn vit ni dung ny ln u. Cn nhanh chng phc p cc bc th, thng trong vng 24 gi. Cn trnh nh ch in hoa v iu ny d dn n s hiu khng tt cho ngi nhn. Trnh gi km hoc cc biu phc tp v ngi nhn c th s mt nhiu thi gian ti xung. Nu bt buc phi gi km cn chc chn rng ngi nhn cng c phn mm tng t xem chng. Cn lu cn thn khi m cc th gi km. Virus phn mm gy hi rt nhiu cho my tnh v thng lan to thng qua cc th gi km. bo v h thng my tnh ca mnh cn:
o o o

Ci t cc phn mm dit virus Thit lp hng ro bo v chng virus, v th n c th t ng v thng xuyn qut virus trn cng. Khi nhn c mt th in t c cc gi km, ng m n trong hp th in t m lu gi n trong cng v th khi m ra cc chng trnh dit virus s kim tra v nu c n s dit.

3.9 Qung co trong TMT

Qung co l nh phn pht thng tin tc ng ln cc giao dch mua bn. Ngi s dng internet l c trnh , thu nhp cao, Internet ang l mi trng truyn thng pht trin, Advertisers quan tm mi trng tim nng. V Gi c, qung co trc tuyn r hn qung co trn phng tin khc. Qung co trc tuyn c th cp nht ni dung lin tc vi chi ph thp. V hnh thc d liu phong ph: c th s dng vn bn, m thanh, ho, hnh nh, phim Ngoi ra, c th kt hp Games, tr gii tr vi qung co trc tuyn, c th c th ha c, c th tng tc c v c th hng mc tiu vo cc nhm li ch c bit. Mt s hnh thc qung co trn mng: Banner l mt hnh v th qung co v c lin kt vi trang web qung co. Qung co of banner c c im nh sau: Hng qung co vo i tng mc tiu

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S dng chin lc tip th bt buc Hng lin kt vo nh qung co Kh nng s dng Multi media Hn ch ca banner ads, gi cao, Ngi s dng c xu hng min dch kch chut vo cc qung co

Banner swapping l tha thun gia 2 cng ty chia x mt v tr qung co trn web Pop-under ad l hnh thc qung co xut hin sau khi tt ca s Interstitials l trang web xut hin p ngay vo mt gy s ch E-mail l hnh thc nhiu ngi c th c c

Chng 4: K NNG MARKETING TRC TUYN

4.1. Cch thc thu ht khch hng n trang Web ca doanh nghip

Qung co sn phm v dch v trn mng c xem l mt phng thc marketing hng i tng thch hp. N c khuynh hng kch thch s quan tm ca ngi mua hng ti sn phm trn trang web ca doanh nghip. Chnh v th, qung co trn mng c th c hiu qu hn nhiu so vi qung co i tr trn ti vi, bo ch hoc cc phng tin th t khc. Sau y l mt s nguyn tc thu ht s ch ca khch hng n trang web ca doanh nghip :

S dng cc cng c tm kim a chc nng. Cung cp cho khch hng cc a ch website mi ca doanh nghip, cho php h truy cp vo trang web ca doanh nghip mt cch thng xuyn. Cng b trn cc phng tin thng tin i chng v website ca mnh Thit lp cc ng dn ti cc website tung thch vi website ca doanh nghip, chng hn nhng website v cng mt th trng nh hng ging nh doanh nghip v khng cnh tranh vi website ca doanh nghip. Vit cc bi bo, bi bnh lun, nhng trang web theo chuyn ngnh ca doanh nghip thng hay quan tm. In a ch web, E-mail trn cc vn phng phm v cc cardvisit ca cng ty. Qung co trang web trn cc phng tin thng tin a phng. In a ch trang web trong cun nhng trang vng a ch Internet. Thng bo cho nhng ngi i din bn hng v website mi. a ra cc mc gim gi cho nhng ngi mua hng trc tuyn. Gi cc bu nh hi hc v trang web ca mnh.

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Nh nhng nguyn tc trn ch ra, doanh nghip nn qung co website ca mnh thng qua cc hnh thc qung co truyn thng v thng qua hnh thc qung co s dng cc kt ni tng h. Nu khch hng quan tm n nhng thng tin ca doanh nghip, h s nh du a ch v truy cp vo ln sau.
4.2 Nhng nhn t gip cho vic bn cc sn phm, dch v c hiu qu trn mng.

S dng nhng hnh thc c bit m t sn phm v dch v. Nu c th m t sn phm v dch v ca mnh bng cc hnh thc c bit, th nn p dng hnh thc trn mng bi v tm kim trn mng d dng hn nhiu nh s h tr ca cc phng tin tm kim c bit. Doanh nghip cng c th qung co cho sn phm v dch v bng s kt hp ca nhiu hnh thc khc nhau m khch hng c th s p dng khi tm kim cc loi sn phm ca mnh vi iu kin l nhng hnh thc s xut hin thng trc trn cc trang web m doanh nghip yu cu nhng phng tin tm kim lit k ln. S dng chnh sch nh gi cnh tranh. Ni no trn Internet h tr khch hng so snh gi ca nhng mt hng cng loi th nhng mt hng c gi thp nht s bn chy nht. ng thi i vi hu ht cc sn phm, nhng mc gi trc tuyn c th s phi thp hn gi trn cc ca hng nhm to nn mt s u i to s tin tng ca khch hng i vi cc nh bn l trn mng, mt phn do thiu i s gp g gia cc c nhn trong cc giao dch, v b li vic khch hng khng th mang hng v cho mnh. Yu t hu hnh: Khch hng vn mun cm nm, xem xt, nm, th hoc ni chuyn vi mt ai trc khi mua hng. Ngi bn nn cung cp cc sn phm ca mnh cho cc ca hng bn l hoc d tr cc sn phm nhng ni m khch hng c th n cn mc s th trc khi quay li mng tin hnh mua bn. S ng nht ca cc mt hng. Cc mt hng sn xut hng lot thng d bn hn so vi cc mt hng th cng hoc sn xut theo phng php truyn thng. Nhng mt hng sn xut hng lot thng c s nht qun hn v cc c im ca mnh, c chi ph sn xut d tnh hn, v c nhiu ngi bit hn. Nhng yu cu gin tip. Khch hng s c khuynh hng mua cc mt hng cha c nhu cu hin ti trn mng hn l cc mt hng s dng ngay. Nhng nh sn xut c kh nng lp cc k hoch sn xut nh trc, cc k hoch xp hng v giao hng s c c hi ln hn trong vic s dng Internet xc tin bn hng. S hiu bit ca khch hng v sn phm. Ngi ta cho rng thng mi trc tuyn gia cc doanh nghip (B2B) s tng nhanh hn thng mi trc tuyn gia doanh nghip v khch hng (B2C) (Tr trng hp i vi cc cng ty ln nh Amadon, Auto Bytel , CD Now And Dell). L do l khng ging nh phn ln cc khch hng, cc doanh nghip l ngi mua hng chuyn nghip. Cc mt hng c mua bn thng xuyn. Nhng mt hng c tiu chun ho c mua bn thng xuyn ( gia dng, qun o tr em, vn phng

22

phmv.v...) thng quen thuc vi khch hng v v th d dng t hng trn mng hn. Nhng giao dch ny s tit kim thi gian v trnh cho h thot khi s nhm chn khi mua bn.
4.3. Nhng dch v c th trin khai c trn mng.

Nhng dch v sau y l nhng dch v c th trin khai thnh cng trn mng.

K ton, Qung co, Gio dc o to mang tnh thng mi Cc phn mm v dch v my tnh, Mi gii hi quan Cc dch v ti chnh, y t, chm sc sc kho t xa, Bo him Nghin cu th trng, Tm kim lao ng, Thng tin v truyn thng Cc dch v l hnh, Dch thut, Thit k v bo tr trang web T vn qun l, Gio dc, Dch v in n v ho Cc dch v u gi, Cc dch v vit thu

Ch cn o qua mt s trang web tm kim ch yu nh Yahoo (www.yahoo.com) hoc l Google (www.google.com) c th thng k ra mt lot cc dch v thuc mi th loi khc nhau ang c cung cp trn mng.
4.4 Nhng sn phm m khch hng c th tm mua trn mng

Nghin cu ca Forester Research 1998 chia th trng bn l trc tuyn thnh 3 loi mua bn: Hng ho tin dng, hng ho v dch v nghin cu b sung v hng ho thng thng. Nhng hng ho tin dng c mua bn nh l sch, m nhc, qun o v hoa . Ngi ta d tnh l s a dng ca hng ho tng ln, s xut hin ca dch v gi hng v s xc tin bn l rng ri s lm tng s thng dng ca vic bun bn hng ho ny trn mng. Nhng hng ho b sung c mua bn ph bin hn, chng hn nh hng tp ho, hng c nhn, nhng mt hng ny tuy c gi thnh trung bnh nhng li l thit yu do tr ngi t vic thiu mt h thng phn phi kh d v s bt nhp chm chp v thng mi in t ca khch hng. Cho nn ngi ta nh gi th trng ny ch yu pht trin trong mt s lnh vc nht nh nh hng c dng, hng dc phm. Chi ph ca hng ho v dch v lin quan n nghin cu cao hn nhiu so vi hai chng loi hng ho trn v l nhng mua bn c sp t trc theo khuynh hng thng tin; Loi ny bao gm v my bay, my tnh , t. Vic cung cp cc ngun thng tin trc tuyn v doanh s ca loi ny s c xu hng tng ln ng k. Nhng sn phm m khch hng c th mua qua mng

Cc sn phm my tnh, Sch, a CD, in t Cc tour du lch, Phim nh, Cc tp ch thng k v.v...

Ngi ra d tnh rng cc lnh vc tng trng chnh trong thng mi in t s l truyn thng ton cu v cc ngnh cng nghip gii tr, du lch (bao gm khch sn v hng khng), cc dch v chuyn nghip v ti chnh, bo him v bn l. Nghin cu

23

ny ch ra rng nhng nhn t thnh cng ca cc sn phm nht nh bao gm cc yu t: thng hiu mnh, sn phm c trng v cho gi cnh tranh.

Chng 5: C S PHP L CHO VIC PHT TRIN THNG MI IN T

5.1. S cn thit phi xy dng khung php l cho vic trin khai Thng mi in t.

S pht trin ca Thng mi in t trn th gii lm thay i cch thc kinh doanh thng mi. Tuy nhin nguy c gp nhng ri ro qu trnh giao dch l c nn i hi phi c cc gii php khng ch v mt k thut m cn cn mt c s php l y . Nhng kinh nghim thc t trn th gii cho thy thc y thng mi in t pht trin th vai tr ca Nh nc phi c th hin r nt trn hai lnh vc: cung ng dch v in t v xy dng mt h thng php lut y , thng nht v c th iu chnh cc quan h thng mi in t. Nu nh chng ta thiu i mt c s php l vng chc cho thng mi in t hot ng th cc doanh nghip v ngi tiu dng s rt lng tng trong vic gii quyt cc vn c lin quan v v pha cc c quan Nh nc cng s rt kh c c s kim sot c cc hot ng kinh doanh thng mi in t. Hn th na thng mi in t l mt lnh vc mi m cho nn to c nim tin cho cc ch th tham gia vo cc quan h thng mi in t l mt vic lm c tnh cp thit m mt trong nhng ht nhn l phi to ra c mt sn chi chung vi nhng quy tc c thng nht mt cch cht ch. Trong tin trnh hi nhp vi th gii vi t cch l thnh vin ca APEC, Vit nam ang tch cc tham gia v ng h "Chng trnh hnh ng chung" m khi ny a ra v thc hin "Thng mi phi giy t" vo nm 2005 i vi cc nc pht trin v nm 2010 i vi cc nc ang pht trin. Vit nam cng tch cc tham gia vo l trnh t do ho ca Hip nh khung e-ASEAN v thc hin theo "Cc nguyn tc ch o Thng mi in t" m cc nc trong khi thng qua. Chnh v th chng ta phi p ng nhng i hi ca php l quc t c th ho nhp v theo kp cc nc trong khu vc v trn th gii.
5.2. Lut thng mi in t

5.2.1 Gi tr php l ca cc chwsng t in t Hin nay theo cc quy nh ca php lut Vit nam hnh thc vn bn c s dng nh l mt trong nhng hnh thc ch yu trong cc giao dch dn s, thng mi v c bit l trong cc hp ng kinh t n l mt yu t bt buc. TMT t ra vn phi cng nhn tnh php l ca cc giao dch in t, cc chng t in t. Nh nc phi cng nhn v mt php l i vi gi tr ca vn bn giao dch thng qua phng tin in t. Php lnh TMT ang c son tho gii quyt vn ny. N phi a ra khi nim vn bn in t v c nhng quy nh ring i vi loi vn bn ny. No phi coi cc hnh thc thng tin in t nh l cc vn bn c gi tr tng ng vi vn bn vit nu nh chng m bo c cc yu t:

24

o o o

Kh nng cha thng tin, cc thng tin c th c lu gi v tham chiu li khi cn thit. m bo c tnh xc thc ca thng tin m bo c tnh ton vn ca thng tin

5.2.2. Gi tr php l ca ch k in t T trc n nay ch k l phng thc ph bin ghi nhn tnh xc thc ca thng tin c cha ng trong vn bn. Ch k c mt s c trng c bn ca l: 1> Ch k nhm xc nh tc gi ca vn bn 2> Ch k th hin s chp nhn ca tc gi vi ni dung thng tin cha ng trong vn bn. Trong TMT, ngi ta cng dng hnh thc ch k in t. Ch k in t tr thnh mt thnh t quan trng trong vn bn in t. Mt trong nhng vn cp thit t ra l v mt cng ngh v php l th ch k in t phi p ng c s an ton v th hin ch r rng ca cc bn v thng tin cha ng trong vn bn in t. Hin nay trn th gii c rt nhiu cng trnh nghin cu v c ng dng rng ri nhm nhn dng v chng thc c nhn. Lut php iu chnh lnh vc ny s tp trung vo vic t ra cc yu cu v nhn dng ch k in t cho php cc bn khng lin quan hoc c t thng tin v nhau c th xc nh c chnh xc ch k in t ca cc bn i tc. V trong trng hp ny xc nh c tin cy ca ch k in t ngi ta tr liu hnh thnh mt c quan trung gian nhm chng thc tnh xc thc v m bo tin cy ca ch k in t. C quan ny hnh thnh nhm cung cp mt dch v mang nhiu ngha v mt php l hn l v mt cng ngh. B Bu Chnh Vin Thng ang hnh thnh c quan xc thc in t. i vi Vit nam vn ch k in t vn cn l mt vn m chng ta mi c nhng bc i u tin. Thng 3/2002 Chnh ph c quyt nh s 44/2002/Q-TTg v chp nhn ch k in t trong thanh ton lin ngn hng do Ngn hng Nh nc Vit nam ngh. C th coi y l vn bn php l cao nht quy nh v ch k in t hin ang c p dng ti Vit nam. Chng ta vn cn nhiu vic phi lm hon thin v nhn rng ch k in t tr thnh ph bin trong cc giao dch thng mi in t. 5.2.3. Vn bn gc Vn "bn gc" c lin quan cht ch n vn "ch k" v "vn bn" trong mi trung kinh doanh in t. Bn gc th hin s ton vn ca thng tin cha ng trong vn bn. Trong mi trng giao dch qua mng th vn bn gc c t gn lin vi vic s dng ch k in t. Do ch k in t khng nhng ch xc nh ngi k m cn nhm xc minh cho tnh ton vn ca ni dung thng tin cha trong vn bn. Vic s dng ch k in t ng ngha vi vic m ho ti liu c k kt. V mt nguyn tc th vn bn in t v vn bn truyn thng c gi tr ngang nhau v mt php l. Vn ny c lm r s l c s cho vic xc nh gi tr chng c ca vn bn in t. Vic cng nhn gi tr chng c ca vn bn in t ng mt vai tr quan trng trong s pht trin ca thng mi in t. Ch khi gi tr ca vn bn in t c t ngang hng vi vn bn vit truyn thng th cc ch th trong giao dch thng mi in t mi s dng mt cch thng xuyn vn bn in t thay cho vn bn vit

25

truyn thng. Tuy vy gi tr ca vn bn in t cng ch c xc nhn khi n m bo c cc thnh t m c nu phn trn. C th ni vn xy dng khung php l lm c s cho thng mi in t pht trin l mt vic lm mang tnh cp thit. Du l cn nhiu vn m chng ta phi bn v n song mt thc t l thng mi in t khng th pht trin mnh v hon thin nu nh khng c mi trng php l y cho n hot ng. Theo k hoch nm 2005 Vit Nam cng b Chnh ph Php lnh v Thng mi in t.
5.3 Lut Bo v s ring t trong TMT

S ring t l nhng b mt c nhn, khng vi phm n lut php, c php lut bo v. Quyn ring t c tnh tng i, n phi cn bng vi x hi v qun li ca x hi bao gi cng phi cao hn ca tng c nhn C nhn, t chc khi tham gia vo TMT phi m bo s ring t: b mt v hang ho mua bn, v thanh ton v.v. m c ngi mua v ngi bn phi tn trng TMT l hnh thc kinh doanh qua mng nn vic bo v s ring t l mt vn quan trng t ra cho c kha cnh php l v cng ngh Nguy c l b mt rieng t trong TMT rt ln, doanh nghip c th li dng nm cc b mt ring t ca khc hng : Lp k hoch kinh doanh, C th bn cho doanh nghip khc, Hoc s dng vo cc mc ch khc. Nguy c b mt ring tu c th b l qua cookies. Cooki l mt phn d liu rt nh thng trao i qua li gia Web site v trnh duyt khi ngi s dng do trn internet N cho php cc sites c th theo di ngi s dng m khng cn phi hi trc tip. Ngi ta c th dng Cookies xm nhp vo s ring t ca khch nm bt cc thng tin c nhn v s dng bt hp php m ngi s dng khng h bit. Cc gii php phng chng: Ngi s dng phi delete cc file cookie trong my tnh ca mnh, hoc s dng phn mm anti-cookie. C th s dng Passport truy cp vo cc dch v
5.4 Lut Bo v quyn s hu tr tu

Intellectual property (IP) l quyn s hu sng to cc cng trnh, pht minh, tc phm vn hc ngh thut, m nhc, thng hiu, hnh nh dng trong kinh doanh thng mi. TMT cn phi m bo c quyn s hu tr tu, cm sao chp lu, hng gi hng nhi. Copyright quyn s hu c nh nc cng nhn cho php s dng, nhn bn, phn phi, trnh din. Bn quyn c nh nc bo h, c nhn hay t chc no s dng phi c php ca tc gi. Trademarks l thng hiu ca doanh nghip gn vo hng ho v dch v ca mnh. Nh nc t chc ng k bn quyn v bo v bng lut php. Cho php DN c

26

quyn s dng thng hiu ng k, ngn nga s s dng tri php thng hiu t c nhn hay DN khc. Patent bng sng ch cho php ngi s hu c quyn s dng v khai thc trong mt s nm Chng 6: VN BO MT, AN NINH TRN MNG Vn bo mt, an ninh trn mng l mt trong nhng vn nng hi trong hot ng thc tin ca Thng mi in t. Liu khch hng c tin tng khi thc hin cc giao dch trn mng khng? V liu nhng nh cung cp dch v giao dch trc tuyn cng nh cc ISP c bo m uc nhng thng tin ca khch hng giao dch trn mng c an ton khng? Chng ta s lm sng t mt s vn sau tr li cho cc cu hi trn
6.1 Cc loi ti phm trn mng

Trn mng my tnh internet hin nay hng ngy c rt nhiu vn ti phm tin hc v ang xy ra. C mt s loi ti phm chnh sau: Gian ln trn mng l hnh vi gian ln, lm gi thu nhp bt chnh. V d s dng s th VISA gi mua bn trn mng. Tn cng Cyber l mt cuc tn cng in t xm nhp tri php trn internet vo mng mc tiu lm hng d liu, chng trnh, v phn cng ca cc website hoc my trm. Hackers (tin tc): Hackers nguyn thu l tin ch trong h iu hnh Unix gip xy dng Usenet, v World Wide Web... Nhng, dn dn thut ng hacker ch ngi lp trnh tm cch xm nhp tri php vo cc my tnh v mng my tnh Crackers: L ngi tm cch b kho xm nhp tri php vo my tnh hay cc chng trnh Cc loi tn cng trn mng: 1> Tn cng k thut l tn cng bng phn mm do cc chuyn gia c kin thc h thng gii thc hin 2> Tn cng khng k thut l vic tm cch la ly c thng tin nhy cm 3> Tn cng lm t chi phc v (Denial-of-service (DoS) attack) l s dng phn mm c bit lin tc gi n my tnh mc tiu lm n b qu ti, khng th phc v c 4> Phn tn cuc tn cng lm t chi phc v (Distributed denial of service (DDoS) attack) l s tn cng lm t chi phc v trong k tn cng c quyn truy cp bt hp php vo vo nhiu my trn mng gi s liu gi n mc tiu 5>Virus l on m chng trnh chn vo my ch sau ly lan. N khng chy c lp 6> Su Worm l mt chng trnh chy c lp. S dng ti nguyn ca my ch lam truyn thng tin i cc my khc

27

Cc cuc tn cng tin tc trn mng ngy cng tng trn mng Internet v ngy cng a dng vi trn mng hin gi l thng tin v tin. Cc nhn t tc ng n s ra tng tin tc l s phat trin mnh ca TMT v nhiu l hng cng ngh ca cc website. Hnh 4: M hnh tin tc phn tn cuc tn cng lm t chi phc v

6.2 Cc vn an ton bo mt c bn t ra trong TMT

T gc ngi s dng: lm sao bit c Web server c s hu bi mt doanh nghip hp php? Lm sao bit c trang web ny khng cha ng nhng ni dung hay m chng trnh nguy him? Lm sao bit c Web server khng ly thng tin ca mnh cung cp cho bn th 3 T gc doanh nghip: Lm sao bit c ngi s dng khng c nh ph hoi hoc lm thay i ni dung ca trang web hoc website? Lm sao bit c lm gin don hot ng ca server. T c hai pha: Lm sao bit c khng b nghe trm trn mng? Lm sao bit c thng tin t my ch n user khng b thay i? Mt s khi nim v an ton bo mt hay dng trong TMT Quyn c php (Authorization): Qu trnh m bo cho ngi c quyn ny c truy cp vo mt s ti nguyn ca mng Xc thc(Authentication): Qu trnh xc thc mt thc th xem h khai bo vi c quan xc thc h l ai

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Auditing: Qua trnh thu thp thng tin v cc mun truy cp vo mt ti nguyn no trong mng bng cch s dng quyn u tin v cc hnh ng ATBM khc S ring t: (Confidentiality/privacy) l bo v thng tin mua bn ca ngi tiu dng Tnh ton vn (Integrity): Kh nng bo v d liu khng b thay i Khng thoi thc (Nonrepudiation): Kh nng khng th t chi cc giao dch thc hin

Hnh 4 : Cc vn an ton bo mt ca mt website TMT C rt nhiu gii php cng ngh v khng cng ngh m bo an ton bo mt trn mng. Mt trong gii php quan trong ng dng trong TMT l s dng k thut mt m v cc giao thc bo mt.
6.3 C ch m ho

m bo an ton bo mt cho cc giao dch, ngi ta dng h thng kho m v k thut m ho cho cc giao dch TMT. M ho l qu trnh trn vn bn vi kho m to thnh vn bn khng th c c truyn trn mng. Khi nhn c bn m, phi dng kho m gii thnh bn r. M ho v gii m gm 4 thnh phn c bn: 1> Vn bn r plaintext 2> Vn bn m Ciphertext 3> Thut ton m ho - Encryption algorithm 4> Kho m Key l kho b mt dng n gii m thng thng. M ho l tin cho s thit lp cc vn lin quan n bo mt v an ninh trn mng.

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C hai phng php m ho ph bin nht: phng php m i xng (kho ring): dng m v gii m in r, c ngi gi v ngi nhn u s dng vn bn

Hnh 5: M ho dng kho ring M ko i xng (m cng cng): s dng mt cp kho: cng cng v ring, kho cng cng m ho v kho ring gii m. Khi m ho ngi ta dng hai kho m ho ring r c s dng. Kho u tin c s dng trn cc thng ip sao cho n khng th c c gi l kho cng cng. Khi gii m cc thng ip cn mt m kho th hai, m ny ch c ngi c quyn gii m gi hoc n c s dng ch bi ngi nhn bc thng ip ny, kho ny gi l kho ring. thc hin cc cng vic m ho v gii m, cn mt c quan trung gian gi cc kho ring, phng trng hp kho ny b mt hoc trong trng hp cn xc nh ngi gi hoc ngi nhn. Cc cng ty a ra cc kho m ring s qun l v bo v cc kho ny v ng vai tr nh mt c qun xc nh thm quyn cho cc m kho bo mt.
6.4 Chng thc s ho

Khng phi tt c cc m kho ring hay cc chng ch s ho u c xy dng nh nhau. Loi n gin nht ca giy chng ch ho c gi l chng nhn Class 1, loi ny c th d dng nhn khi bt k ngi mua no truy nhp vo WEB site ca VeriSign (www.verisign.com ). Tt c nhng ci m doanh nghip phi lm l cung cp tn, a ch v a ch e-mail, sau khi a ch e-mail c kim tra, s nhn c mt giy chng nhn s ho. V mt no n cng ging nh mt th c th vin.

Name : Richard key-Exchange Key : Signature Key : Serial # : 29483756 Other Data : 10236283025273 Expires : 6/18/04 Signed : CAs Signature

Chng thc s xc nhn rng ngi gi cc kho cng cng v kho ring l ai ng k. Cn c c quan trung gian lm cng vic xc thc. Chng thc c cc cp khc nhau.

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Cc chng nhn Class 2 yu cu mt s kim chng v a ch vt l ca doanh nghip, thc hin iu ny cc cng ty cung cp chng nhn s tham kho c s d liu ca Equifax hoc Experian trong trng hp l mt ngi dng cui v Dun&Bradstreet trong trng hp l mt doanh nghip. Qu trnh ny ging nh l mt th tn dng. Mc cao nht ca mt giy chng nhn s ho c gi l chng nhn Class 3. C th xem n nh l mt giy php li xe. nhn c n doanh nghip phi chng minh chnh xc mnh l ai v phi l ngi chu trch nhim. Cc giy php li xe tht c nh ca ngi s hu v c in vi cc cng ngh c bit trnh b lm gi. Cc giy chng nhn Class 3 hin cha c cho hng, tuy nhin cc cng ty hot ng trong lnh vc an ton v bo mt mng tng ra vic s dng n trong tng lai gn cho cc vn quan trong nh vic m phn thu bt ng sn qua WEB hoc vay vn trc tuyn. N cng c th c s dng nh l cc chng nhn nh danh hp php h tr vic phn pht cc bn ghi tn dng hoc chuyn cc ti liu ca to n. Hin ti cc biu mu thu nhn thng tin thanh ton trn WEB thng t chng nhn an ton v bo mt Class 1, nhng hin ti mt s ca hng trn WEB cng t mc an ton v bo mt Class 2 v khch hng cng bt u nhn c chng thng qua mt cng ngh c gi l SET.
6.5 Mt s giao thc bo mt thng dng

6.5.1. C ch bo mt SSL (Secure Socket Layer) V mt l thuyt rt nhiu cng ty c th ng vai tr nh mt c quan chng thc thm quyn. VeriSign Inc (www.verisign.com), l cng ty cung cp dch v v chng thc s dn u ti M. Cng ty ny s dng bn quyn v cng ngh t RSA Inc. (www.rsa.com). RSA gi ng k sng ch v cng ngh m kho ring/cng cng c gii thiu vo nm 1976 caWhitfield Diffie v Martin Hellman v n c chuyn giao cho VeriSign vo nm 1995 cho d cc cng ty khc cng gi quyn s s dng n. bo mt, doanh nghip phi mua mt kho ring t VeriSign thu ph 349 USD/ nm cho mt WEB site thng mi vi mt kho bo mt nh vy v ph bo dng hng nm l 249 USD, doanh nghip c th mua thm kho bo mt vi mc gi tng ng. Sau khi my ch nhn c mt kho m bo mt, vic tip nhn mt n t hng tr nn n gin. "im ni bt ca SSL ta c th ngay lp tc to mt trang HTML vi cc biu mu khch hng cung cp thng tin v h trong lc giao dch, v m bo rng cc thng tin ny c bo mt v m ho khi c gi i trn Internet" . Sau khi cc thng tin m khch hng nhp vo cc biu mu trn trang WEB hin th trn trnh duyt ca h c m ho vi SSL n c gi i trn Internet mt cch an ton. Trong thc t khi ngi s dng truy nhp vo cc trang WEB c h tr bi SSL, h s thy mt biu tng nh mt chic kho thanh cng c bn di chng trnh. 6.5.2. C ch bo mt SET Tiu chun bo mt mi nht trong thng mi in t l SET vit tt ca Secure Electronic Transaction-Giao dch in t an ton, c pht trin bi mt tp on cc cng ty th tn dng ln nh Visa, MasterCard v American Express, cng nh cc nh bng, cc cng ty bn hng trn mng v cc cng ty thng mi khc. SET c lin quan vi SSL do n cng s dng cc kho cng cng v kho ring vi 31

kho ring c gi bi mt c quan chng nhn thm quyn. Khng ging nh SSL, SET t cc kho ring trong tay ca c ngi mua v ngi bn trong mt giao dch. iu c ngha l mt ngi s dng thng thng cn cc kho ring ca h v cn phi ng k cc kho ny cng ging nh cc my ch phi lm. Di y l cch m h thng ny lm vic. Khi mt giao dch SET c xc nhn quyn x dng, m kho ring ca ngi s dng s thc hin chc nng ging nh mt ch k s, chng minh cho ngi bn v tnh xc thc ca yu cu giao dch t pha ngi mua v cc mng thanh ton cng cng. Trong thc t n ging nh l vic k vo t giy thanh ton trong nh hng. Ch k s chng minh l ta n tht trong mn chnh v chp nhn ho n. Do ngi mua khng th thot ra khi mt giao dch SET, khiu ni v vic h khng mua hng nn cc giao dch SET theo l thuyt s chy qua cc h thng thanh ton ging nh ta mua hng thit b u cui ti cc ca hng bch ho thc.

Chng 7: VN THANH TON TRONG THNG MI IN T Vn quan trng ca mt h thng thng mi in t l c mt cch no ngi mua kch vo phm mua hng v chp nhn thanh ton. Thc t ang dng 3 cch thanh ton bng tin mt, bng sc v bng th tn dng. Cc c ch tng t cng c s dng cho kinh doanh trc tuyn. Chng ta s ln lt xem xt tng hnh thc thanh ton trn v bt u bng hnh thc d nht thc hin thanh ton trc tuyn l th tn dng.
7.1. Th tn dng

Th tn dng c x l in t hng thp k nay. Chng c s dng u tin trong cc nh hng v khch sn sau l cc ca hng bch ho v cch s dng n c gii thiu trn cc chng trnh qung co trn truyn hnh t 20 nm nay. C mt ngnh cng nghip ln ang tn ti trong lnh vc x l cc giao dch th tn dng trc tuyn vi cc cng ty nh First Data Corp., Total System Corp., v National Data Corp., chi tit ho cc giao dch pha sau mi quan h gia nh bng, ngi bn hng v ngi s dng th tn dng. Hng triu cc ca hng bch ho trn ton nc M c trang b cc trm u cui (Hewlett-Package Verifone l nh sn xut hng u ca thit b ny) thng qua th tn dng c kim tra, nhp s th v bin lai c in ra. Ngi s dng k vo bin lai ny xc thc vic mua hng. Hnh 6: X l th tn dng trong TMT Trc khi nhn s th tn dng ca ngi mua qua Internet ta cn c mt chng nhn ngi bn. Nu ta hot ng kinh

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doanh th n gin l yu cu nh bng ca ta cung cp chng nhn ny. Nu cha c bt c ci g th ta c th thc hin vic ny nhanh chng ti mt nh bng no hoc truy nhp vo mt WEB site c cc mu ng k trc tuyn. S dng th tn dng trc tuyn ngy hm nay, tuy nhin, ging nh vic s dng chng vi mt "operating standing by". S th v chi tit ca giao dch c lu li v x l, nhng khng c s xut hin ca ngi mua v khi c mt v thanh ton b l th n vn c lu li trn h thng. Bi l do ny cc chi ph x l th tn dng trc tuyn nhiu ngang bng vi chi ph x l mt giao dch ch khng ngang bng vi mt mc ph nh in thoi v thng thng l vo khong 50 xen. (Cc giao dch c x l thng qua cc trm u cui c hp ng ch mt khong t 3 n 5 xen). Ngoi cc khon trn, ph c gim nh vic s dng cc dch v ca Visa v MasterCard, l cc t hp ca cc nh bng, hoc American Express Co. v Discover l cc cng ty ring r x l v qun l cc giao dch th tn dng. iu c ngha l ta s phi tr t 2 n 3 xen cho mt la khi s dng Visa hay MasterCard, v t hn mt cht vi Discover, i vi American Express ph ny vo khong 5 xen cho mt la. Cc tho c gia cc cng ty cung cp th v cc ch doanh nghip gip cho khch hng khng phi tr cc chi ph ny. Vic chit khu cng khc gia ngi s dng ti trm u cui ni m th tn dng tn ti mt cch vt l, v mi trng WEB ni m th khng hin din. Trong qu trnh chuyn i chit khu ngi bn c m bo thanh ton. Ngi mua c m bo v vic s nhn c hng ho v mt s m bo c gii hn khc chng li vic b la hoc mt th. (Bo him th c bn bi cc nh bng pht hnh th v cc ri ro s c thanh ton). Ca hng trn WEB cn phn mm no c th x l th tn dng? mc n gin nht, phi c sn mt s biu mu c kh nng m ho bo mt, thng thng l Sercure Socket Layer (SSL), mt tiu chun i vi c cc trnh duyt ca Microsoft v Netscape, v iu cng c ngha l my ch phi c mt kho m ho. Tip theo ta phi c mt chng trnh ng vai tr l mt gi mua hng, cho php ngi s dng thu thp cc mt hng cn mua, tnh gi v thu sau a ra mt ho n cui cng ph chun. Cui cng nu nh khng mun x l cc tp giao dch bng tay hoc x l mt gi cc tp th phi cn mt c ch giao dch in t.
7.2. nh danh hay ID s ho (Digital identificator)

Cc kho m bo mt trn my ch, c bit n nh l cc ID s ho, c cung cp bi mt s cc c quan chng nhn thm quyn, l ni cp php v bo dng cc bn ghi din bin trn cc ID s ho ny. T chc chng thc thm quyn ln nht c iu hnh bi VeriSign Inc., mt cng ty c thnh lp vo nm 1995 chuyn v lnh vc qun l cc chng nhn s ho. Cng ty x l cc yu cu ID s ho cho cc cng ty nh American Online, Microsoft, Netscape, tuy nhin ta cng c th trc tip c cc ID s ho trn WEB site ca cng ty. Vo ma h nm 1998, VeriSign thu ph 349 USD cho my ch ID u tin m mt cng ty mua v 249 USD cho thm mi my ch ID tip theo. Mt My ch ID ton cc - Global Server ID, 128 bit c mc chi ph 695 USD. Cng ngh nn tng cho cc ID s ho ca VeriSign l SSL c xy dng u tin bi RSA Technologies inc., nay l mt n v ca Sercurity Dynamics. Mi thng ip, c m ho bng hai m hoc kho l mt chui cc bit lm thay i gi tr c s ho

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cc ca d liu c a vo hay ly ra khi chng trnh. Mt kho cng cng c dng m ho cc thng ip, trong khi kho ring th hai c dng gii m n. Tnh thng nht v xc thc ca cc kho ring c m bo bi mt c quan chng nhn thm quyn nh VeriSign. Mt my ch ID s ho cho php ta k vo cc vn bn in t v chng thc ch k ca mnh vi mt c quan chng nhn thm quyn.
7.3. Gi mua hng in t

Mercantea SoftCart Version 3.0 l mt chng trnh c chc nng ca mt gi mua hng in t trc tuyn hin ang sn c trn th trng. Sau khi mt phn mm nh trn c ci t trn my ch WEB th ta ch cn t mt kt ni HTML trn trang WEB m t sn phm n v tr ca chng trnh ny vi cc biu mu ngi mua c th in cc thng tin v sn phm, thay i s lng v chng loi mt hng ri hon thnh giao dch v chuyn n mt c ch x l giao dch thc hin hon tt mt qu trnh mua hng. Nu nh kho hng nm trong mt c s d liu th cn c thm cc k nng cn thit vit cc hm gi n c s d liu ny di dng .dll i vi mi trng Windows . Ni chung cc phn mm dng ny s cung cp mt s tnh nng cn bn sau y:

Lin kt cc yu cu bn hng n mt biu mu t hng m khch hng c th truy nhp qua WEB. Hon thnh biu mu t hng sau khi la chn hng ho v s lng, ri cp nht thm cc thng tin v th tn dng. X l cc biu mu t hng, thng thng l chuyn i cc d liu thnh dng mt tp x l theo gi (s cn thm mt chng trnh ring r nu nh c nhu cu x l cc giao dch mt cch trc tuyn). Gi th bin lai hon chnh n khch hng qua th in t v kim tra xc thc vic mua bn. H tr kh nng mm do trong x l n t hng sao cho hng ho c th c giao nhanh nht, vic x l c th c thc hin bi b phn bn hng hoc bt k mt ngi no c u quyn. C sn mt c ch tm kim cho cc sn phm trong c s d liu. H tr cc i tng HTML ng sao cho gi c c th thay i nhanh chng ph thuc vo s lng t hng. H tr cc biu mu thu thp thng tin b tr nh thng tin tm hiu v khch hng, danh sch a ch e-mail ca cc khch hng c xp xp theo nhm quan tm n mt sn phm hoc mt dch v mi no . H tr EDI cho vic x l cc n t hng in t trong mi trng doanh nghip-ti-doanh nghip (B2B).

Mt s chng trinh cn cung cp thm cc tnh nng b tr sau:

Cc cng vic ny c x l trong mt mi trng an ton bo mt (SSL). Phn mm gi mua hng in t c lin kt vi mt kho m bo mt SSL sao cho tt c cc d

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liu c truyn gia my ch v trnh duyt WEB ca khch hng (gi s l trnh duyt ny h tr bo mt SSL) c m ho bo mt khi nhng tay rnh trm trn mng.
7.4. Cyber Cash

CyberCash c bit n nh mt cng ty ni ting trong lnh vc x l cc giao dch cho thng mi in t. C tr s Reston, Virginia, CyberCash cung cp mt h thng gi l CashRegister cho php cc ca hng trn WEB c th cung cp cc phng thc thanh ton sau cho khch hng:

Thanh ton bng th tn dng bao gm cc loi th nh Visa, MasterCard, American Express, Discover. CyberCoin cho php ngi dng mua cc sn phm c gi t 25 xen n 10 USD. Sc in t v kh nng x l sc qua Internet.

CashRegister c th tch hp vi mt Website sn c v hot ng trn nn Windows NT hay Unix. Ngi bn c th ci t phn mm bng cch ti xung min ph t WEB site ca CyberCash l www.cybercash.com hoc c th kt hp vi cc cng ty iu hnh siu th trn Internet, cc ISP c tho thun s dng CashRegister. Trong khi phn mm CashRegister l min ph th nhng ngi bn hng thng b cho CyberCash khong vi xen cho mt giao dch. CashRegister l mt phn mm thc hin cc chc nng v pha ngi bn hng. s dng h thng, khch hng hoc c th ch s dng mt trnh duyt WEB m khng cn phi thm bt k phn mm h tr no in vo cc biu mu mua hng trn Internet hoc h c th ti xung mt phn mm min ph ca CyberCash gi l CyberCash Wallet, phn mm ny cho php h thit lp mt ti khon vi cc thng tin trn th tn dng ca mnh, CyberCoins v sc in t. CyberCash cho hng mt vi h thng thanh ton khc nhau s c xem xt chi tit di y: a. Thanh ton bng th tn dng CyberCash Secure Internet Credit Card Service l mt phn ca CashRegister c gii thiu ln u tin vo thng 5 nm 1995. N cho php khch hng vi th tn dng c th mua hng hoc dch v t cc ca hng trn mng ci t CyberCash CashRegister. hon tt phn mm ny ngi bn hng phi ti xung mt b cng c phn mm t WEB site ca CyberCash. Qa trnh ci t s tch hp WEB site vi mt phn mm my ch CyberCash x l thanh ton. Sau khi CashRegister c ci t ngi bn hng phi ng k mt ti khon ti mt nh bng no chp nhn thanh ton thng qua vic x l th tn dng ca CyberCash. CyberCash lp li cc cng vic x l th tn dng trong th gii thc qua Internet. Di y l cch m mt h thng x l th tn dng in hnh thc hin: 1. Khch hng a th tn dng cho ngi bn. 2. Ngi bn hoc i lc khch hng, a th vo mt my c th. 3. Thng tin trn di bng t ca th c truyn n mt b x l th tn dng xc thc.

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4. Thng tn trn th c so snh vi mt tp hp cc nguyn tc c nh ngha trc bi ngi pht hnh th cho khch hng (v d nh Visa) nh hn mc tn dng v ngy ht hn. 5. Sau khi qa trnh xc minh c chp nhn, h thng s gi li cho ngi bn mt m xc thc. 6. Ngi bn s dng m xc thc ny trn phiu thanh ton. CyberCash t ng ho qu trnh x l ny thng qua phn mm ca h v mi quan h vi cc nh bng khc v cc mng xc thc th tn dng. Sau khi khch hng trn WEB nhp s th tn dng vo phn mm CashRegister, thng qua CyberCash Wallet hoc ch n gin l nhp n vo mt biu mu trn trang WEB th CashRegister s nh dng giao dch vo v chuyn n qua Internet ti cc trung tm x l xc thc. Sau khi qu trnh xc thc c chp nhn th n s c gi li CashRegister m bo chp nhn qu trnh mua bn ny cho khch hng. Ton b qu trnh ny mt khong 15 giy. CashRegister chy trn rt nhiu mi trng khc nhau bao gm Solaris, SUNOS, SGI, HP-UX, BSDI, Windows, Linux v Macintosh. b. Internet Wallet Trong khi khch hng mua hng ti cc ca hng ci t CyberCash khng phi cn thm bt c phn mm no ngoi trnh duyt WEB thng qua vic nhp cc thng tin ca th tn dng vo mt biu mu c sn trn trang WEB th h cng c th t thit lp "mt chic v in t" cho php mnh c th c nhiu la chn thanh ton khc nhau. CyberCassh Internet Wallet c th c ci t trn my ca khch hng v cung cp cc phng thc thanh ton cng ging nh ca CashRegister:

Thanh ton bng th tn dng. Thanh ton bng CyberCoin. Thanh ton bng sc in t.

c chng trnh Internet Wallet, khch hng c th ti xung min ph t WEB site ca CyberCash l www.cybercash.com . Rt nhiu cc ca hng trn WEB s dng cc phn mm ca CyberCash cng cho php khch hng ti xung phn mm ny t chnh WEB site ca h v CyberCash s gip ngi dng cch ci t chng trnh ny. Trong qu trnh ci t chng trnh, ngi s dng thit lp mt Wallet ID, l mt cch ngi bn hng c th nhn dng c ngi mua, y cng l mt cch ging nh s PIN trn th ghi n. Ngoi ra ngi bn cng cn phi c mt ID ngi mua c th nhn ra h. Trong lc thit lp Wallet ngi dng s ti xung mt chng trnh c gi l CyberCoin bng vic rt tin t nh bng qua Internet cng ging nh khi lm vic vi mt my rt tin t ng -ATM. x l th tn dng, chng trnh s chuyn s tin i t ti khon th tn dng v x l n nh mt giao dch thng thng, ch khng phi l mt khon tin tr trc thng b tnh ph. Sau khi Wallet c ci t xong, khch hng c th bt u vic mua hng t cc ca hng chp nhn cc phng thc thanh ton CyberCash. CyberCoin c x dng cho cc khon thanh ton rt nh hoc cc khon lt vt t 25 xen n 10 USD. Rt nhiu cc sn phm hoc dch v c bn qua WEB nhu cc bi 36

bo hay mt bc nh ch c mc gi thp v t tng n ni khch hng khng mun s dng th tn dng do s b tnh ph, i vi cc mt hng c tr gi cao hn th khch hng hay s dng th tn dng hn l CyberCoin. u l iu khc nhau gia mt ngi s dng Wallet v mt ngi khng s dng Wallet, l vic x l thanh ton s thun tin hn v ngi s dng Wallet s c mt s li im hn nh vic cc phn mm Wallet v CashRegister s lu li mt bn ghi giao dch v n s xut hin trn bn k tip theo ca th tn dng gip khch hng d theo di hn cc giao dch ca mnh. c. DigiCash DigiCash c tr s ti Amsterdam l mt cng ty cung cp cc phng thc thanh ton an ton v bo mt, ngi tin phong ca ecash-tin mt in t c s dng qua Internet. Da trn cng ngh m ho kho cng cng, cho php ngi s dng v nh bng trao i ch k in t vi nhau kim tra nhn dng, ecash cho php khch hng ti v my tnh PC ca h tin s ho t ti khon ngn hng thc hin vic mua hng in t. DigiCash mt t ecash "nh l s dng mt my rt tin t ng o". Khi ngi s dng kt ni qua Internet vo mt nh bng tham gia vo chng trnh ecash, h s ti xung cc "ng xu in t" v a cng trn my tnh ca mnh. Sau khi thc hin vic t hng t mt ca hng trn WEB cng tham gia vo chng trnh ecash, khch hng s chuyn cc "ng xu in t" ny t trnh duyt WEB trn my PC ca mnh v my ch ca ngi bn hng. Phn mm cho ngi s dng l khch hng c gi l purse-v tin, c giao din ho v chy trn mi trng Windows 3.1 v cc phin bn tip sau. Ngi bn hng tham gia vo chng trnh ecash s cn mt phn mm c cung cp bi DigiCash, c nhiu phin bn t x l t cc giao dch n gin n c mt h thng k ton phc tp bao gm c cc chc nng nh iu khin kho hng. Cc nh bng v cng ty ln tham gia vo chng trnh ecash c th k n bao gm: Deutsche Bank, Germany; Bank Austria, Austria; Den Norske Bank, Norway; Advance Bank, Australia; Nomura Reaserch Instritute, Japan; Mark Twain Bank, USA; v Eunet, Finland.

Chng 8 MT S VN K THUT TRONG THNG MI IN T

8. 1. Gii thiu mt s gii php thng mi in t in hnh

8.1.1. Gii php thng mi in t ca Microsoft Corp Vo thng 4 nm 1998 Microsoft Corp. cho ra i phin bn Microsoft WEB site Server 3.0 Commerce Edition mt sn phm dng cho thng mi in t nhm vo cc doanh nghip va v ln quan tm n vic xy dng cc WEB site thng mi in t cho c hai mt hnh doanh nghip-ti-ngi dng (B2C) v doanh nghip-ti-doanh nghip (B2B). "Kinh doanh trc tuyn khng n thun ch l vic nhn cc giao dch trn WEB", Gytis Barzdukas, gim c sn phm ca b phn tip th Internet ti Microsoft gii thch v chin lc thng mi in t ca Microsoft, "cn phi t ng ho ton b

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qa trnh kinh doanh trong thc t t b phn lnh o, nghin cu th trng v qung co cho n cc i tc kinh doanh". Microsoft WEB site Server 3.0 Commerce Edition bao gm ba phn chnh sau: 1. Tin hnh-Engage: Thnh phn ny gip cho cc doanh nghip to dng cc WEB site thng mi in t, tin hnh cc cng vic tip th v qung co trn WEB site cng nh to cc trang WEB ng ph hp vi s thch ca mi c nhn khi truy nhp vo WEB site ny. Cc c tnh ca phn ny bao gm:

Ad Server, cng c thc hin cc qung co trc tuyn. Intelligent CrossSell, t ng thc hin cc chng trnh khuyn mi ring bit hoc an cho. Buy Now, cng c tip th trc tip cho php cc cng ty trnh by thng tin sn phm v cc mu n t hng trn WEB cng nh thu thp cc thng tn ca khch hng trong cc pano qung co hoc di cc khun dng trc tuyn khc. WEB site Server Personalization and Membership, cng c cho php t ng to ra cc kch bn ca Active Server Page (mt dng ngn ng kch bn lp trnh ca Microssoft s dng trn WEB). Database and Database Schema Independence, kt ni vi cc h c s d liu v kin trc c s d liu c lp. WEB site Foundation Wizard, cho php ngi qun tr h thng to dng cc cu trc nn tng ca WEB site bao gm c th mc o v th mc vt l. WEB site Builder Wizard, cho php cc ch ca hng trn mng to cc ca hng ring bit hoc ca hng vi nhiu cp khc nhau. Commerce Sample WEB sites, nm ca hng mu sn c c xy dng bng Active Server Pages gip cho ngi s dng c c mt v d hon chnh v mt h thng thng mi in t nhiu mc. Integration with Microsoft Visual InterDev, mt h thng pht trin tch hp cho php xy dng cc ng dng WEB ng. Content Deployment, cho php ngi qun tr WEB site tch ri cc phn ang pht trin vi cc phn sn c v ang hot ng ca WEB site. Pipeline Configuration Editor, mt cng c son tho cho php ngi qun tr sa i cc qu trnh t hng hoc cc ng kt ni chuyn i thng tin thng mi. Commerce Server Software Development Kit (SDK), cng c xy dng cc thnh phn ca mt qu trnh x l n t hng. Microsoft Wallet Software Development Kit (SDK), cng c cho cc nh pht trin th ba m rng h thng thanh ton ca Microsoft vi cc kiu thanh ton ca h. Migration and Comptibility from Commerce Server 2.0, kh nng nng cp v tng thch ngc vi cc ng dng t phin bn 2.0 trc .

38

2. Giao dch-Transact: Cho php ngi qun l h thng kim sot cc giao dch ti chnh trc tuyn vi cc kh nng bo mt, tip nhn cc n t hng nhiu mc, qun l v nh hng cc giao dch. Cc c tnh ca thnh phn ny bao gm:

Corporate Purchasing Support, gm cc tnh nng kim tra quyn truy nhp h thng ca nhn vin, cc lu v nh du ph chun mt qu trnh mua hng ca cng ty, s lu tr thng tin v cc sn phm cn mua, h tr cc n mua hng c nhiu khun dng u ra cn x l khc nhau. Commerce Interchange Pipeline, mt h thng cho php trao i thng tin vi cc h thng thng tin kinh doanh c cu trc s dng Internet hoc cc h thng EDI sn c. Order Processing Pipeline, mt h thng cc bc x l n t hng tng ng theo cc quy tc kinh doanh khc nhau. Windows NT Integration, tch hp vi Windows NT. Windows NT Security Support, h tr cc c ch bo mt ca Windows NT. Integration with Microsoft Internet Information Server 4.0, tch hp vi Microsoft Internet Information Server 4.0. Integration with Microsoft Transaction Server, tch hp vi Microsoft Transaction Server. Microsoft Wallet Integration, tch hp vi Microsoft Wallet.

3. Phn tch-Analyze: Gip cc cng ty nh gi c cc giao dch mua bn ca khch hng v bn hng, cc mc s dng d liu c th a ra c cc quyt nh thay i nhm nng cao hiu qu ca qu trnh kinh doanh in t. Cc c tnh ca thnh phn ny bao gm:

Analysis, phn tch chi tit cc giao dch mua bn v tn s truy nhp ca WEB site Purchase and Order Hstory, lu tr cc thng tin v cc ln mua hng ca khch hng trong qa kh. WEB site Server Administrator, cung cp mt cng c qun l tp trung cho tt c cc chc nng ca h thng. Promotion and Cross Sell Manager, h tr cho gim c tip th thc hin cc chng trnh khuyn mi cho mt sn phm hoc an cho nhiu sn phm. Order Manager, qun l ton b cc d liu bn hng theo thng, nm, sn phm, chng loi hoc ton b cc sn phm.v.v..

Gii php ca Microsoft l mt h thng m v c kh nng m rng kt ni vi cc h thng khc cung cp cc chc nng phc tp hn nh x l thanh ton ca CyberCash hoc x l cc giao dch nn ca cc cng ty nh Open Market Inc. . 8.1.2. Gii php thng mi in t ca IBM Chin lc thng mi in t ca IBM c gi l e-business, n bao gm c phn cng v phn mm cho an ton trn mng thng qua x l giao dch. i vi thng mi

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trn WEB, IBM c sn phm c gi l Net.Commerce mt phn mm chy trn my ch cho c hai ng dng doanh nghip-ti-doanh nghip (B2B) v doanh nghip-tingi dng (B2C). Gi khi u ca Net.Commerce l 4,999 USD, dnh cho cc doanh nghip hoc ch kinh doanh mun thit lp mt ca hng trc tuyn ring ca h hoc bn trc tip cho ngi tiu dng. Ngoi ra nu cc cng ty c nhu cu m rng cc ng dng ca Net.Commerce th h c th nng cp ln phin bn h tr nhiu vi x l v phi chi thm mt khon tin nht nh. Net.Commerce l mt phn mm m trn cc gii php v thng mi in t ca IBM c thc hin. "Chng ti tp trung ton b vo kh nng nng cp ca h thng v tch hp vi cc h thng c s d liu c ln", Tom Patterson, gim c v chin lc thng mi in t ca IBM cho bit. Cc khch hng ln ca IBM s dng gii php Net.Commerce c th k n bao gm, Borders Books and Music vi doanh s 1 t USD mt nm dng gii php Net.Commerce thit lp mt ca hng trc tuyn trn WEB. Aero-Marine Products, nh sn xut c doanh thu 5 t USD mt nm, c k hoch gii thiu 80,000 linh kin in t ca mnh trn mng. Net.Commerce bao gm cc tnh nng sau:

SET Support: H tr chun cng nghip cho Giao dch in t An ton-Secure Electronic Transactions (SET), c pht trin bi mt t hp cc cng ty bao gm MasterCard, Visa, IBM, Netscape, VeriSign Intelligent Catalog Technology: Cung cp mt "tr gip bn hng o" cho vic xem xt v thu nhn cc thng tin v sn phm trn WEB. ODBC support: Cho php ngi qun l s dng h thng vi cc h thng qun tr c s d liu c ln nh Oracle, Sybase, Informix Support for Netscape Enterprise Web Servers: Cho php cc cng ty m rng cc WEB site ng chy trn nn Netscape Server vi cc tnh nng c thit lp cho mt ca hng in t trn mng.

Ngoi ra IBM cn kt hp vi cc cng ty khc nh Taxware International, First Virtual Holding cung cp cho khch hng cc cc ng dng nh tnh thu, x l thanh ton v cc chc nng khc m IBM khng cung cp. im mnh ca Net.Commerce l kh nng tch hp nn vi cc h thng c s d liu nh Oracle , Informix ng thi cho php to dng mt cch mm do cc gian hng trn WEB vi kh nng tm kim thng minh hng chc nghn sn phm v hon ton tng thch vi SET. 2. La chn nh cung cp dch v mng (ISP), v thu my ch, thit k web Hin nay s lng cc nh cung cp cc dch v mng (ISP) v s cc nh thit k mng tng ln nhanh chng khin cho chng ta c nhiu c hi la chn. Cc ISP v cc nh thit k mng thng thng a ra nm kiu dch v: truy cp thng qua h thng in thoi hoc s dng cc ng thu ring (leased line), cc dch v web hosting, pht trin website v c bit l cc dch v thit k web cho cc c s d liu v vic o to qua mng. Khi la chn nh cung cp dch v internet, ta cn lu cc ni dung sau: o Gi c v cht lng o Kh nng h tr k thut o Ni dung cc loi dch v o Tc truy cp 40

o n nh ca mng Khi la chn thu my ch (Web hosting) th phi lu :

o o o o o

Tc kt ni Internet v so snh vi ISP khc Dung lng b nh cho mt ngi thu l bao nhiu MB Dch v ng k tn min v chi ph K hoch pht trin website v cng c cn thit duy tr C s dng dch v Telnet v FTP truy cp ti website Kinh nghim thit k web, xem cc website tt nht ca h Chi ph cc i v cc tiu Thi gian thit k mt website Gii php ho trong cc website K hoch qung b website ng k vi cc nh cung cp dch v tm kim

Khi la chn nh thit k web th ch :

o o o o o o

8. 2. Kin trc mt website

thit k mt website, u tin ta phi xc nh cc mc tiu kinh doanh cho website, trn c s cc mc tiu kinh doanh ta xc nh cc chc nng cn thit ca h thng cn phi c v xc nh cc yu cu thng tin cn phi c thc hin cc chc nng . V d: Mc tiu kinh doanh
Hin th hng ho trn web Cung cp thng tin v sn phm M t sn phm, m sn phm, cc mc qun l kho Thc hin mt giao dch Tch lu thng tin khch hng Cung cp dch v sau bn iu phi cc chng trnh qung co v tip th anh gi hiu qu tip th Cung ng vt t v lin kt vi cc nh cung cp

Chc nng h thng

Catalog in t CSDL sn phm Cc sn phm may o theo yu cu ca khch H thng gi mua hng v thanh ton Xy dng CSDL khch hng, ng k khch hng trc tuyn CSDL bn hng Ad-server, E-mail server, qun l chin dich e-mail, qun l ad-banner H thng bo co v theo di nht k website H thng qun l kho

Yu cu thng tin
Vn bn ng v catalog dng hnh nh Cc thuc tnh ca sn phm Theo di (tracking) khch hng trn website Bo mt cc thanh ton qua th tn dung v cung cp cho khch hng nhiu s la chn khc M khch hng, tn, a ch, in thoi, e-mail M khch hng, tn, ngy t, thanh ton, ngy giao hng, qu trnh cung cp dch v sau bn Xc nh cc khch hng tim nng thc hin qung co, gI th in t S lng khch, s n hng, s trang web khch n xem, s sn phm mua trong t qung co H thng cc cp kho sn phm, a ch v danh sch cc nh cung cp, s liu s

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lng sn phm t ca cc n hng

Sau khi xc nh cc chc nng ca h thng, cc nh lp trnh s xc nh cu trc logic v cu trc vt l ca website. Khi xy dng website, phi xc nh kin trcebsite. Kin trc h thng website bao gm vic la chn phn mm, phn cng v phn b cc nhim v trong h thng thng tin nhm t c cc chc nng ca h thng nu trn. Thng thng website c cc kiu kin trc sau: Kin trc hai lp: L kin trc s dng mt web server p ng cc yu cu ca c cc trang web v mt server CSDL cung cp thng tin. Web server v CSDL server u dng trn mt my Kin trc nhiu lp: Gm mt web server lin kt vi cc lp trung gian bao gm cc server ng dng thc hin mt nhim v no , mi server ng dng s dng mt hoc nhiu my ch. Cc nhim v thng l backend Hnh 7 Cu trc logic ca mt website in hnh

Hnh 8: Cu trc vt l ca mt website

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Hnh 9: Kin trc Website 2 lp v 3 lp

TIER 1: CLIENT TIER 2: SERVER

Server thc hin tt c x l

Web Server Application Server Database Server

TIER 1: CLIENT

TIER 2: SERVER

TIER 3: BACKEND

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Application server offloads processing to tier 3

Web Server + Application Server

8. 3. Cc bc xy dng mt website

to ra mt Website c cht lng i hi c s nghin cu k v Web, phi bit mnh s lm g v khng nn lm g a tt c cc tng vo vic xy dng mt Website. to ra mt Website cn phi theo lm theo nhng bc sau y: Bc 1: y l giai on nh hng. Cn phi nghin cu n nhng vn sau y:

Nhng tng tng quan Mc ch cn t ti i vi website i tng cn nhm ti l ai Thng tin g c trong tay v s dng chng nh th no Tin hnh t chc cc phn mc v cc thng tin c trn site. To ra cc nhnh, cc tiu v cc tiu ph c th tm kim thng tin hu ch mt cch d dng khng lng ph thi gian i vi cc thng tin m ta khng quan tm. La chn cc t kho thch hp thun tin cho vic tm kim v s dng cc dch v tm kim. La chn cc hnh nh a ln site t th vin in t hoc t trn a CDROM. c th l nhng hnh nh v sn phm, v vn phng lm vic, cc chuyn gia chnh ca cng ty. Chuyn i cc hnh nh n v tr thch hp v c s chnh sa v mu sc v kch c cho ph hp.

Bc 2: Sau khi xc nh c cc im trn ta s:

Bc 3:

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Bc 4:

Khi c b khung ca mnh th ta bt u chun b to ra website bng vic s dng ngn ng siu vn bn (HTML). Tin hnh chuyn i cc vn bn text ca mnh ti HTML m c th lm bng World, Netscape, Homesite v mt vi cc gi thng tin c la chn khc. Chng ta c mt vi chng trnh phn mm rt thun tin cho ngi s dng m c th chuyn i mt cch t ng t dng text thnh ngn ng HTML m c th khng cn bit mt cht g v HTML. V d nh Frontpage Ta c th t thit k website hoc l tham gia vo cc kho o to v thit k web hoc c th thu cc chuyn gia bn ngoi v thit k web. La chn nh cung cp dch v Internet a website ln Internet

Bc 5: Bc 6:

Thit lp tn min ng k tn website vi cc nh tm kim Qung co v khuych trng website i vi cc khch hng mc tiu. C th thc hin c iu ny thng qua cc phng php truyn thng nh gi th, truyn thanh, truyn hnh cng nh c cc bin hiu qung co. Mt iu quan trng l thng qua cc cng c tm kim tin ch nh (Lycos, Alta Vista, Google...) m bo rng website phi tht ni bt. y l vic tn rt nhiu thi gian. Mt iu rt quan trng l cc thng tin phi c cp nht hng ngy

8. 3. Tn min v ng k tn min Trong mng internet ngi ta s dng a ch IP vn chuyn d liu. a ch IP kh nh v vy ngi ta s dng khi nim tn min d nh. Tn min s c lu trong c s d liu DNS l h thng tn min. DNS c duy tr v kim sot bi Hip hi Internet v ng k tn v ch s (ICANN) l mt t chc c nhn phi li nhun m tin thn c thnh lp vi mc ch h tr chnh ph M. Tn min c chia thnh 2 cp cao nht: tn min quc t v tn min quc gia. Tn min quc t l nhng tn min c phn ui l .com, .net, .org v s c thm tn min .biz v .info. Tn min quc gia c phn ui l k hiu ca mi quc gia. K hiu ny do ICANN t chc v qun l. Vit nam c phn ui l VN, Australia c tn l AU, Php l FR,...Hin nay c hn 200 tn min quc gia khc nhau. Di mi tn min quc gia c tn min cp 2 v cp 3 (v d COM.VN, EDU.VN,...). Hin nay vn ng k v bo v tn min l mt trong nhng vn ni cm. V pha cc doanh nghip h cn phi c nhng hiu bit c bn v bn quyn v v s hu tr tu c tm cch bo v tn min v ni dung m mnh a ln trang Web. bo v tn min Internet mt iu cn thit v tng i n gin l ng k tn min vi cc t chc quc t c cc chc nng lu tr v qun l tn min. Ni chung, khi 45

doanh nghip thit k trang Web nn giao vic ng k tn min cho nh thit k hoc cho ni t ni dung trang Web (Web hosting). Nu doanh nghip t ng k, trc ht chng ta nn xem ti trang Web c a ch (http://www.internic.com) hoc http://www.registerfly.com xem tn mnh nh ng l c trng vi mt tn no ng k trc hay khng, nu khng ch vic gi tn min ca mnh ti InterNIC theo mu c hng dn ngay trn trang Web ca InterNIC.

Chng 9 CC DOANH NGHIP VIT NAM V TMT

9.1 Thi c v thch thc

Doanh nghip Vit Nam a s l doanh nghip va v nh nn TMT s l cu ni gip m rng th trng, tham gia hi nhp tch cc. Vi mt chi ph rt thp, kh thi, bt c mt doanh nghip Vit Nam no cng c th nhan chng tham gia TMT em li c hi kinh doanh cho doanh nghip. TMT Vit Nam ang trong qu trnh pht trin. S ngi tham gia truy cp internet cn thp nn cha to c mt th trng ni a. Mt khc cc c s pht trin TMT Vit Nam cn cha hon thin: h tng vin thng cha mnh v cc ph cn t, h tng php l cn ang xy dng, h thng thanh ton in t cha pht trin. Tt c iu l nhng ro cn cho pht trin TMT. Vit Nam ang trong qu trnh tch cc hi nhp vo kinh t khu vc v th gii. D mun hay khng cc doanh nghip cng phi i mt vi s cnh tranh quyt lit khng ch trong nc v th trng quc t. Cc doanh nghip nc ngoi, mnh v vn, cng ngh v kinh nghim s thng qua TMT i vo th trng Vit Nam, cnh tranh vi cc doanh nghip Vit Nam. V vy d mun hay khng cc doanh nghip Vit Nam phi chp nhn v tham gia thng mi in t. Khng nn ngh tham gia TMT l phi mua bn hng ho v dch v. Thc t c th tham gia TMT nhiu cp khc nhau. Doanh nghip Vit Nam ngay t by gi c th tham gia TMT :
o o o o o o

Gii thiu hng ho v sn phm ca mnh Tm hiu th trng: nghin cu th trng, m rng th trng Xy dng quan h trc tuyn vi khch hng M knh tip th trc tuyn Tm i tc cung cp nguyn vt liu nhp khu Tm c hi xut khu

Qu trnh tham gia TMT l qu trnh doanh nghip tng bc chun b ngun lc v kinh nghim. Nu khng bt tay vo tham gia TMT th s b l mt hnh thc kinh doanh qua mng, s l hnh thc ph bin trong th k ny.

46

Vn kh khn nht i vi doanh nghip khi trin khai TMT l ngun lc. l cn b am hiu CNTT, kinh doanh trc tuyn. Tuy nhin nu khng bt u t by gi th cng s khng bao gi tip cn c.
9.2 Nh nc ta ang h tr cc doanh nghip tip cn TMT

Nh nc ta rt quan tm n vic pht trin internet v cc ng dng nhm to iu kin cho cc doanh nghip chp nhn v tham gia TMT. Mt s chnh sch ca nh nc tp trung vo cc vn sau:

Pht trin c s h tng cng ngh thng tin v vin thng, y mnh hc tp v ng dng internet trong nh trng, cc vng nng thn, trong thanh nin Pht trin ngun nhn lc v cng ngh thng tin, ng dng cng ngh thng tin cc mc khc nhau Xy dng chnh ph in t, ci cch hnh chnh tng bc ng dng cng ngh thng tin trong qun l, iu hnh v giao tip vi ngi dn Xy dng hnh lang php l cho cc giao dch TMT Pht trin h thng thanh ton dng th Xy dng cc d n im, cc cng thng tin cc doanh nghip tng bc tip cn n TMT Tng cng hp tc quc t v khu vc to s thng thong cho hng ho v dch vu.

9.3 Cc bc cn lm chp nhn v tham gia TMT ca cc doanh nghip Vit Nam

Vic tm ra con ng tip cn v pht trin TMT ca mi doanh nghip l bi ton c th ph thuc vo nhiu yu t chin lc kinh doanh, ngun lc, chng loi mt hng, th trng truyn thng ca doanh nghip. Tuy nhin trn c s nghin cu v TMT v thc trng pht trin TMT Vit Nam c th a ra mt quy trnh tng qut cho cc doanh nghip tip cn v pht trin TMT mt cch hiu qu nht.
9.3.1 Xy dng k hoch tip cn v pht trin TMT

Doanh nghip phi xy dng cho mnh chin lc tham gia TMT, phi phn tch hot ng kinh doanh ca mnh, xc nh mc ch v mc tiu, phn khc th trung v khch hng mc tiu, xc dnh m hnh kinh doanh v chin luc thc hin, sau mi lm k hoch trin khai thc hin TMT. Doanh nghip phi nghin cu th trng TMT trong ngnh hng ho dch v ca mnh: i tng khch hng tim nng trn mng; mt hng ho, dch v no thch hp; Phn tch th trng TMT ca ngnh hng mnh trong nc cng nh ngoi nc hin ti v trong tng lai. Mi doanh nghip cn phn loi hai th trng th trng u vo l cc nguyn liu, cng ngh, my mc ph v sn xut v kinh doanh. Th trng u ra l sn phm hng ho hay dch v ca doanh nghip s nhm vo i tng khch hng no, d bo tng trng trong thi gian ti nh th no. 47

Nghin cu th trng bao gm c nghin cu i th cnh tranh ca doanh nghip. S c mt ca h trn mng, trnh cng ngh sn xut ra sn phm, phng n kinh doanh v k hoch tip th ca h, hng u t ca h v.v. T vic nghin cu th trng s gip doanh nghip xc nh li th cnh tranh ca mnh lm c s cho vic xc nh cc bc i c th cho tham gia TMT. Doanh nghip cn xc nh mc ch tham gia TMT trong tng giai on: thm d knh kinh doanh qua mng, nng cao nhn thc hiu bit v TMT, cung cp cho khch hng hiu bit v cc sn phm, dch v v hot ng ca doanh nghip, duy tr s hin din thng hiu trn mng, xy dng v duy tr mi quan h vi khch; thc hnh marketing trc tuyn, bn hng qua mng v t hng cng nh thanh ton qua mng; cui cng l o to nhn lc, ci tin c cu qun l cho ph hp vi mi trng kinh doanh mi TMT. Trong tng giai on doanh nghip phi xc nh cc mc tiu c th: hun luyn o to, s hin din, gim chi ph tip th, m rng th trng, doanh s bn hng, quan h trc tuyn khch hng. V khch hng mc tiu, phi xc nh cc c trng ca khch hng, khch hng l c nhn ngi tiu dng hay doanh nghip t xc nh m hnh kinh doanh thch hp: B2B hay B2C. Cc doanh nghip Vit Nam tip cn TMT thng khng bi bn nn hiu qu v kh nng pht huy ca n b hn ch. a s doanh nghip khng nhn thc y v TMT, kh nng v hn ch ca n trong hon cnh Vit Nam. C Doanh nghip coi TMT n thun ch l cc tin b trong cng ngh thng tin hay xem TMT ch l lm web dui dng catalogue in t. Hiu n gin tham gia TMT ch l vic m trang web trn mng, Khng xc dnh r rng mc dch, mc tiu v chin luc pht trin TMT cho doanh nghip. u t TMT ch tp trung vo mua sm thit b m khng ch y cc yu t nh nhn lc, t chc xy dng duy tr mi quan h vi khch hng v vn ti c cu doanh nghip.
9.3.2 M trang web ca doanh nghip

Website l mt ca hng trc tuyn trn mng ca doanh nghip. Trn mt website ca doanh nghip c th c nhiu trang web, mi trang web nh l mt quy hng cho bn cc loi dch v khc nhau. Trang u gi l trang ch (homepage). Khi tham gia TMT doanh nghip tt yu phi tin hnh xy dng cho mnh website, tc l m ca hng trc tuyn trn mng. Vn u tin ca doanh nghip l thit k cc trang web ca mnh. Vic thit k phi th hin r chin lc tip th, chin lc sn phm v chin lc xy dng thng hiu ca doanh nghip. Trang web phi th hin ni bt cc hng ho, dch v ca doanh nghip. Cc trang web phi c t chc cht ch, n gin v d s dng. Cu ch trn trang web phi ngn gn, r rng v thu ht ngi c. Trong mi trang web phi c kh nng lin h vi nhau ngi c c th xem i xem li khi cn. S dng hnh nh trong trang web l rt quan trng nhng phi ph hp vi kh nng ng truyn. Vit Nam, tc ng truyn chm nn hnh nh nn nh, hnh v nhiu hn nh chp, trnh cho khch phi i lu. C th dng mu lm ni bt cc ch. Hn ch dng qu nhiu hnh nh ng lm ngi c mt tp trung vo ni dung chnh. Nn cung cp ti liu min ph gii thiu cc sn phm ca mnh khch hng

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quan tm c th ti (download) xung. Mu sc, hnh nh trang tr ph thuc vo sn phm, khch hng tim nng ca sn phm. Trang web phi th hin c cho khch hng thy r li ch ca sn phm v dch v khi h mua hng, khch hng thy c cch mua hng v thi gian nhn c hng v.v. Sau khi thit k cc trang web, doanh nghip c th s dng dch v cho thu my ch (webhosting) ca cc doanh nghip cung cp dch v internet. Nu doanh nghip c iu kin th c th t ring mt my ch ca mnh. a s cc doanh nghip Vit Nam s dng dch v webhosting a trang web ln mng. Nh trn ni, xy dng trang web l t chc mt ca hng trc tuyn, y mi ch l bt u ca qu trnh kinh doanh TMT. Vn tip sau l duy tr v pht trin ca hng trc tuyn nh th no doanh nghip t c thnh cng li l mt vn khc. Hin nay Vit Nam c khong 3000 doanh nghip m trang web trn mng. Con s ny thc ra rt nh b so vi tng s hn 70.000 doanh nghip ang hot ng. a s doanh nghip ch dng li vic m trang web, rt t cc doanh nghip quan tm n marketing trc tuyn ngoi tr mt s doanh nghip kinh doanh v CNTT. iu ny chng t cc doanh nghip nhn thc v bc vo TMT khng bi bn, m trang web l mt vic nhng duy tr v pht trin trang web li l mt vic kh hn.
9.3.3 Tip th trc tuyn trong TMT

Khi c mt website, doanh nghip c mt hnh nh, mt s hin din trn ca mnh trn mng. Doanh nghip phi coi website nh l mt mt cng c tip th trc tuyn. N gip doanh nghip t c mc tiu: gip khch hng tm n qua mng; thuyt phc khch hng v cc sn phm hay dch v ca mnh; bn cc sn phm v dch v trc tuyn; chia s nhng thng tin th trng; d dng tm kim i tc trn mng. Mt Website n gin nht l c mt trang web, thng gi l trang ch thng tin v doanh nghip. Trn trang Web nn gm cc thng tin: a ch trang Web ca cng ty; a ch bu in ca cng ty, in thoi, fax, e-mail ca cng ty. Khi tin hnh marketing trc tuyn, doanh nghip phi u t, m rng Website, bin n thnh cng c marketing trc tuyn. Website gy c ch , thuyt phc, dn dt khch hng gip xy dng lng tin v lp quyt nh cho cc bc tip theo: mua trc tuyn sn phm v dch v ca doanh nghip. c im ca marketing trc tuyn l mi quan h trc tip vi khch hng, p ng n cc yu cu hay gii p n tng khch hng, n khng phi l marketing chung chung. Doanh nghip c th s dng mu sc, ho, cc bc nh v mt s li vn c ng, xc tch din t uc cc im then cht v doanh nghip: sn phm v dch v m doanh nghip cung cp; doanh nghip nh hng vo loi khch hng no; gii php so vi i th cnh tranh; dch v sau bn v hng pht trin ca sn phm. Nh vy duy tr v pht trin website i hi xy dng mt chin lc tip th, chin lc sn phm v cc nghin cu iu tra th trng nghim tc. Vn khng phi l vn ca CNTT m chnh ca vic kinh doanh thng mi. S khc nhau y l mi trng kinh doanh trn mng v CNTT l cng c thc hin cc tng sng to ca kinh doanh. Th mnh ca tip th trc tuyn l mi quan h trc tip vi tng khch hng. Do vy, trong kinh doanh TMT doanh nghip phi x l chu o mi quan h vi khch hng, tho mn n tng chi tit yu cu ca khch, t vn cho khch hng gip h thy r li ch khi quyt nh mua sn phm. Cc doanh nghip phi xy dng c s d liu khch 49

hng, cung cp cc dch v t vn min ph cho khch hng, x l kin ca tng khch hng cng c mi quan h vi khch hng. y l th mnh ca TMT m doanh nghip phi bit nm c hi. Cc doanh nghip hin nay a s cha nhn thc v TMT v tip th trc tuyn m TMT em li, a s ch dng li mt trang web coi nh mt s hin din ca mnh trn mng. pht huy hiu qu ca TMT cc doanh nghip phi bit tin hnh tip th trc tuyn thu ht khch hng, phc v khch hng hon ho hn.
9.3.4 K hoch pht chuyn hng trong TMT

Khi trin khai TMT, doanh nghip phi tnh n gii php chuyn pht hng cho khch hng. TMT cho php doanh nghip hot ng trn phm vi rng, k hoch pht chuyn hng phi c xy dng theo tng khu vc lnh th, k hoach xy dng h thng kho hng v qun l h thng kho hng mt cch ti u. Vn ny s phi tnh ton da trn quy m doanh nghip, chng loi mt hng. i vi a s doanh nghip va v nh, k hoch pht chuyn hng trong phm vi thnh ph c tr s c th doanh nghip t xy dng v trin khai. i vi khch hng vut qu bn knh hot ng ca mng li doanh nghip th vic pht chuyn phi da trn doanh nghip lm dch v chuyn pht nh bu chnh. Khi xy dng k hoch pht chuyn, yu t thi gian l yu t quan trng nht. Bn cnh , phi tnh n cc yu t an ton, tin cy v chi ph r gi thnh ca sn phm mua qua mng khng vt qu mc cho php. l gii php m Nh Sch Tin Phong v Nh Khch Minh Khai la chn giao hng. H thng bu chnh hin nay cha cho php thc hin ch COD, nn thi gian gi hng phi tnh t khi khch gi tin n khi khch nhn c hng. H thng thu hin nay cha cho php cc doanh nghip trin khai dch v cho khch dng th, cha chp nhn chuyn giao ni b nu doanh nghip khng c t cch php nhn trn a bn. iu ny hn ch cho TMT pht trin mnh.
9.3.5 La chn phng n thanh ton in t

Thanh ton l khu quan trng nht trong vic trin khai TMT. C nhiu phng n thanh ton m doanh nghip phi la chn. Phng n thanh ton ph thuc khng ch vo doanh nghip m cn ph thuc vo kh nng cung cp dch v ca cc ngn hng. Khi tham gia TMT doanh nghip phi bit la chn hnh thc thanh ton v d kin cc phng n thanh ton c th: thanh ton bng tin mt; thanh ton bng th tn dng hay chuyn dng; thanh ton tin in t; thanh ton chuyn tin; thanh ton quc t. Trn c s xc nh cc hnh thc thanh ton, doanh nghip phi thng nht vi Ngn Hng quy trnh thanh ton. Trnh pht trin cng ngh thanh ton ca Ngn Hng nh hng trc tip n quy trnh thanh ton ca doanh nghip. i vi cc doanh nghip Vit Nam, khi la chn hnh thc thanh ton da trn phn loi khch hng l trong nc v quc t v bn cht giao dch B2B hay B2C. i vi khch hng trong nc, vi trnh cng ngh thanh ton ca Ngn hng hin nay, doanh nghip c th la chn hai hnh thc thanh ton cho c B2C v B2B: Thanh ton bng tin mt v thanh ton ngay khi giao hng (COD), hnh thc ny dnh cho khc hng nm gn khu vc ca doanh nghip (trong thnh ph), doanh nghip s dng ngay mng li bn hng ca mnh. Khi giao hng, nhn vin ca 50

doanh nghip thu tin ngay. y chnh l hnh thc m Nh Sch Tin Phong v Minh Khai la chn. Thanh ton qua Ngn Hng, khch hng c th dng th tn dng hay th chuyn tin, sc chuyn khon gi n doanh nghip sau doanh nghip giao hng cho khch. Hnh thc ny dng cho khch xa, doanh nghip phi gi qua Bu in. i vi khch hng ngoi nc, doanh nghip phi lm vic c th vi Ngn Hng v c th ch dn c th cho khch hng. Khch hng mua (B2C) c th thanh ton bng th tn dng hoc chuyn khon vo ti khon ngoi t ca doanh nghip, sau doanh nghip gi hng t cho khch. i vi giao dch B2B th quy trnh thanh ton hin nay vn phi theo phng thc truyn thng. Cc Ngn Hng Vit Nam cha c cng ngh cho php cc doanh nghip thc hin thanh ton in t EDI cho khch. Nh vy la chn hnh thc thanh ton trong TMT, doanh nghip phi la chn Ngn Hng c kh nng u t cng ngh thanh ton tin tin gip doanh nghip m rng kh nng thanh ton trong tng lai.
9.3.6 La chn phng n an ton v bo mt trn mng

Vn an ninh, an ton trn mng l mt vn quan trng m doanh nghip phi tnh n khi xy dng phng n TMT cho doanh nghip. An ninh, an ton y bao gm bo v cc giao dch thng mi v tnh ring t ca ngi tiu dng. CNTT pht trin ang ngy cng a ra cc phng n m bo tin cy v bo mt cao cho cc giao dch TMT. Cc vn phi ch khi la chn vn ny: Vn an ton trc ht l vn an ton ca h thng my tnh, h thng c s d liu phc v TMT phi c m bo hot ng tin cy, c phng n d phng, chng mt in, chng virus, chng s truy cp bt hp php. Doanh nghip la chn nh cung cp cc gii php bo mt cho cc giao dch thng mi trn mng ca doanh nghip, c bit l cc giao dch lin quan n thanh ton in t. K thut bo mt ph thuc vo phng php m ho v di t kho cho php. Vn an ninh, bo mt phi c ch ngay t khu t chc ca doanh nghip. m bo ni b doanh nghip khng l danh sch khch hng, tnh ring t ca khch hng ra bn ngoi, nh hng n uy tn ca doanh nghip. Thng xuyn gi mi quan h vi khch hng cng l mt bin php tng cng kim tra cho, pht hin du hiu mt an ninh ca h thng t c bin php kp thi. Vn an ton bo mt l vn quyt nh n uy tn ca doanh nghip trong TMT. Nu doanh nghip lm tt, uy tn ca doanh nghip vi khch hng tng, gp phn quan trng vo thnh cng ca doanh nghip trong TMT.
9.3.7 Xy dng, pht trin v duy tr website ca doanh nghip

Khi doanh nghip a m trang web trn mng tc l m mt ca hng trn mng bt u tham gia TMT. a ra trang web kh, nhng duy tr trang web cn kh hn. pht trin TMT, doanh nghip phi c bin php duy tr, cng c v pht trin trang web.

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Duy tr trang web l duy tr mt knh tip th trc tuyn vi khch hng trn mng. Doanh nghip phi c k hoch u t nhn lc pht trin mt knh tip th trc tuyn trn mng nh l mt trong cc knh tip th nu khng ni l phi c ch c bit. Qu trnh ny i hi phi tin hnh nghin cu th trng, xy dng k hoch tip th, chin lc sn phm, k hoach tip th v.v , thay i v m rng thit k trang web uy tn ca a ch trang web ca doanh nghip ngy cng nng cao trong th gii mng. Mt khu rt quan trng trong tip th trc tuyn l duy tr, cng c v pht trin mi quan h trc tuyn vi khch hng. Doanh nghip phi gia mi quan h cht ch vi khch hng, t vn thng xuyn cho khch hng thng qua cc n phm in t, trao i th in t. Doanh nghip phi thng xuyn t vn tiu dng cho khch hng v khi khch hng mua hng, phi lm tt dch v sau bn. Khi pht trin trang web bn hng trc tuyn, doanh nghip phi xy dng v duy tr h thng c s d liu hng ho phc v khch hng. Tc l cng tc tin hc ho qu trnh qun tr doanh nghip phi i trc mt bc. Cc h thng qun l kho, giao hng phi c t ng ho, ni mng t chc bn hng t ng qua trang web. Cng vic trn l cng vic ca mt qu trnh kinh doanh. N i hi c t chc, c k hoch, c phng php. Tham gia TMT khng ch l m trang web, m l vic lm th no duy tr v pht trin n.
9.3.8 Ti c cu li cng ty trn c s pht trin TMT

Hot ng ca TMT n mt lc no s tc ng li c cu t chc qun l doanh nghip. N s i hi doanh nghip phi ti c cu li t chc cho ph hp vi nhu cu thc t. Cu hi t ra b phn kinh doanh TMT t u l hp l trong qu trnh pht trin kinh doanh TMT. Kh c mt li gii ng cho mi trng hp v n ph thuc vo nhiu yu t, c bit l ngun lc ca mi doanh nghip. Ni chung, c th chia TMT ra lm hai giai on: giai on chun b v giai on kinh doanh. Trong giai on u, b phn pht trin TMT c th nm trong phng my tnh, phng k hoch, phng kinh doanh hay trc tip do Gim c ch o. Giai on u cn s u t ban u v s ch o trc tip, cn nhn lc am hiu cng ngh mi. Giai on sau, khi bc vo kinh doanh, TMT l mt knh bn hng mi nn vic giao cho b phn kinh doanh s thun li hn c. T n c duy tr v trin khai vi cc phng php v k thut kinh doanh trc tuyn. Hot ng TMT s i hi tin hc ho doanh nghip v h thng bn hng, kho hng, yu cu khch hng trc tuyn s c chuyn thng n cc khu sn xut, cung ng, giao vn. Khi s lng giao dch ln n s tc ng n t chc qun tr kinh doanh, c th c b phn chuyn kinh doanh TMT. Mi quan h trong cc b phn cng ty ng nhin cng phi c tin hc ho c th p ng nhanh cc yu cu ca khch. Trong doanh nghip s hnh thnh i ng chuyn CNTT duy tr v pht trin h thng bn hng qua mng, b phn kinh doanh trc tuyn tp trung vo vn tip th, theo di khch hng, t vn khch hng, cc b phn bn, thu tin v giao hng c th khng thay i, nhng phi c b xung cng ngh cho ph hp.

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Khi hot ng qun tr bn hng ca doanh nghip c tin hc ho, th nng cao hiu qu, doanh nghip phi ti c cu li cc b phn ca doanh nghip p ng vi tnh hnh mi do TMT em li. Qu trnh p dng TMT, chnh l qu trnh i mi doanh nghip tip nhn, thch nghi v pht trin cng ngh kinh doanh TMT, mt hnh thc kinh doanh ch yu trong x hi thng tin sau ny.
9.4 Xy dng k hoch kinh doanh TMT

9.4.1 Nhng vic nn lm khi son tho k hoch kinh doanh cho kinh doanh TMT

Nn s dng kin t vn khi son tho k hoch kinh doanh - mt s doanh nghip chuyn sang kinh doanh TMT l nhng khu vc hon ton mi nn s gp kh khn nu khng tham kho kin tt ca cc nh chuyn mn. Lnh o doanh nghip phi tham gia thc s vo chuyn i sang kinh doanh TMT. T yu cu cc b phn ca doanh nghip phi tip cn kinh doanh TMT C k hoch Nghin cu th trng. K hoch kinh doanh tt bao gi cng gm c phn nghin cu th trng ng n, chi tit, hp l. Nghin cu th trng trc tuyn cho php d tm kim hn cc u mi kinh doanh, cc c hi xut nhp khu, cc k thut marketing trc tuyn, cc iu kin a l, dn c, chnh tr ca cc nc trn th giiv nhiu loi thng tin khc. K thut nghin cu th trng qua mng v thc cht khng c g khc bit so vi k thut nghin cu th trng thng thng. Nhn chung, nghin cu th trng trn mng cho kt qu nhanh hn, v thng tin chung trn mng nhiu hn, kh nng thu thp thng tin c th cng cao hn. Phn tch kt qu nghin cu th trng. Vic phn tch chi tit v khch quan cho php khng nh loi sn phm, dch v no c kh nng thnh cng trong th trng. Phn tch kt qu cn phi gn vi cc qu trnh ra quyt nh. Xc nh lung xut - nhp khu cho cc nhm hng v th trng. Cn xc nh nhu cu xut nhp khu ca mt s nc, c bit l nhu cu v kh nng xut nhp khu v cc loi sn phm no . Nn s dng mt cch hp l cc k thut trc tuyn xc nh xem mt sn phm ca mnh, nu mang bn ti mt ni no th c th cnh tranh c khng, hoc nu nhp mt loi hng no , th c th bn nhanh ti th trng trong nc hay khng. Xc nh gi xut, nhp khu hp l: nh gi sn phm l bc quan trng c nh hng ln ti cc yu t ti chnh trong chin lc kinh doanh TMT. Mt s nh xut khu ln u hoc khng thng xuyn thng b qua cc yu t gi bt thng khi hng c bn ti nc ngoi. Ni chung, nh gi nn lm cho tm 3 5 nm i vi hu ht mt hng d kin. Xem xt chi ph, chng ta cn xem xt cho cc chi ph cho cc khu sau:
o

Thit k Web, B xung, sa i Web theo k

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o o o o o

X l th tn giao dch , n t hng, Marketing trn mng, Tnh ton ch tiu thng k, Tnh ton hoa hng bn hng Chi ph trung chuyn hng, Chi ph ti chnh, T l hoa hng Chi ph x l th tn dng (L/C), Cc iu kin tn dng, Lch thanh ton Ph bao b xut khu, Ph vn chuyn ni a, Ph bc hng ti cng, Ph bo him, Ph dch thut ti liu Ph lu kho, Chi ph dch v sau bn hng, Chi ph i hng h hng...

Bit cch khch hng quyt nh mua, bn. Cn bit v hnh vi ra quyt nh ca khch hng khi tin hng mua, bn trn mng, nhng ngi c k hoch kinh doanh nhn bit c rng ngi vit k hoch kinh doanh u t c th hiu bit v khch hng tim nng nc ngoi. Ch trng marketing. Nhiu cng ty khi mi bc vo kinh doanh TMT u t ra th ng nhiu hn l tch cc - h bn c hng phn nhiu do cc cng ty nc ngoi lin h vi h, ch h cha tch cc giao tip tm khch hng. iu lu quan trng l ln mng khng c ngha l b qun cc knh thng thng (catalog hng a phng, cc hi ch, trin lm, cc hip hi thng mi). Kim tra tin cy ca khch hng. Trc khi tha thun mua, bn cn kim tra cht lng v tin cy ca khch hng. Ni chung, khng nn kin to cc quan h lm n vi cc cng ty tn tui cha c bit n, nht l trong nhng trng hp m ta khng kim tra c. Nu cn, c th bn hng nhn thanh ton th tn dng thng qua trung gian chc chn. Chn cc cch phn phi. Nhiu cng ty mc sai lm l ch s dng cc knh in t giao dch quc t. Ngc li, mt trang Web tt cho php mt doanh nghip nh c kh nng kim sot tt cc cng vic ti chnh, marketing, tng trng. .. do tn dng mi kh nng ca Web t hiu qu cao nn to cc i l kinh doanh TMT, nh mt cng ty qun l kinh doanh TMT tin hnh rao bn sn phm, dng cc hp ng lin doanh, i l, i din Nh xut khu c th tn dng kinh nghim v cc mi lin h m i tc mang n cho h.

9.4.2 Son tho k hoch kinh doanh in t

Son k hoch kinh doanh T i hi doanh nghip phi thn trng v ginh cng sc thch hp cho vic ny. Trc ht, phi xc nh chin lc TMT tc l nhm vo mc tiu u t kinh doanh lu di; hn l u t ngn. K hoch kinh doanh l khu quan trng khng th b qua i vi mt doanh nghip. K hoch kinh doanh TMT khng i hi phi c hnh thc khc vi k hoch kinh doanh thng thng. Tuy vy, k hoch ny cng cn nu cc nt ring v:

c trng ca mi trng kinh doanh trc tuyn khc mi trng khc v cnh tranh, thit k sn phm, dch v, qung co, mua bn v vai tr gi tr gia tng ca thng tin i vi mi qu trnh v khu kinh doanh trn mng. Nng lc k thut v thng mi cho vic trin khai kinh doanh TMT ti mi trng kinh doanh, nhn mnh kin thc v loi mi trng ny.

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Sn sng v sn phm v dch v thch hp cho kinh doanh TMT. Trc khi son tho chi tit v hon thnh k hoch kinh doanh chng ta nn xem xt cn thn cc vn sau: Qun l: Nn phn tch k lng tt c cc nhn t v thc tin ca doanh nghip m chc rng quyt nh v vic chuyn sang kinh doanh TMT s c s ng h tch cc ca mi cp qun l trong doanh nghip. Son chi tit mt k hoch hnh ng trong c s phn cng c th ai lm vic g. Nhn lc v o to: Vic u tin l phi gn kt Internet vo hot ng doanh nghip. Giao trch nhim c th cho cc nhm cng tc xy dng c s k thut cho kinh doanh TMT (thit k h thng, ni dung, vit chng trnh, to Web, b xung ni dung v hnh thc, bo tr k thut, xc tin, quan h khch hng, tr li yu cu khch hng, hp ng v giao hng, dch v...).

Mt k hoch kinh doanh tt phi xc nh hp l tim nng ca vic bn sn phm, dch v trn th trng in t, xc nh c ln u t cn cho vic to dng, duy tr v t tng trng trong khu vc kinh doanh. K hoch kinh doanh cng cn a ra cc ch tiu nh gi c th, cc d kin thu nhp, hon vn v ch tiu ti chnh khc. Cc phn c bn ca mt k hoch kinh doanh TMT: Tm tt k hoch. y l phn quan trng rt cn thit cho k hoch kinh doanh, ch nn vit sau khi hon thnh bn thn k hoch. Cc nh u t v ngn hng phn nhiu ch c phn ny, do n phi c vit tht r rng, ngn gn, chnh xc, cun ht, nu bt cc vn cn thit ca k hoch. Hy nu bt nhng im mnh v thnh cng ca mnh, v d mnh hn cc i th cnh tranh nh th no khi mnh ln mng, mnh c nhng ngun lc g c bit... Mc tiu. Xc nh cc mc tiu di hn, trnh by r v sao kinh doanh TMT li c s dng t ti cc mc tiu . nh hng kinh doanh trn mng. Nu nhng loi sn phm, dch v, gii php m doanh nghip s kinh doanh thnh cng trn mng, gii thch tai sao doanh nghip s thnh cng trn mng... Cc tiu chun nh gi. Gm s khch tham quan trang Web ca mnh trong mt thng, s trang c khch xem, t l s khch quay li trong thng, s lng giao tip, loi giao tip, kt qu giao tip, s giao dch, s lng cc n t hng, lng bn qua mng hoc lin quan ti mng... Xc tin thng mi. Lm g v lm th no xc tin, khuyn khch Website ca mnh Phn tch th trng. C hi th trng cho kinh doanh TMT ca doanh nghip l g, lm sao c th mau chng to ch ng v li th trong Tnh hnh cnh tranh. Phn tch c th v cng rng cng tt v tnh hnh cnh tranh hin nay v kinh doanh TMT . Cn xc nh ngay trnh v kh nng cnh tranh ca bn thn doanh nghip mnh. Nu danh sch nhng Website mnh v yu nht ang cnh tranh vi doanh nghip mnh, nu d on v th phn cho tng i th cnh tranh, cc mt mnh, yu, c hi, nguy c ca h. Xu th pht trin ca th trng l gi?...

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Khch hng c th. Bc tranh r nt v dn c v x hi hc ca cc nhm khch hng m doanh nghip nh nhm ti? Ti sao doanh nghip li tin tng rng s c khch mua hng ha, dch v.. ca mnh qua mng? Nghin cu nhm mu. Trnh by kt qu nghin cu nhm mu trong th trng nh hng ca mnh, nu cc phn hi c th v phn tch hnh vi tng th v chi tit ca nhm ny c hnh dung tt hn v khch hng v th trng. nh gi ri ro. D liu c th v khu vc th trng v kt qu ca doanh nghip trong ba hoc nm nm ti, c trn mng v bn ngoi mng Chin lc marketing. Ni dung. Xc nh nhng phn ni dung no c a ln trang Web phc v trc tip v gin tip cc hot ng kinh doanh TMT Qung co. Cn ch mi yu t tr thnh tiu chun quc t v nhn hiu, thng hiu, ng gi, ting nc ngoi, quan h khch hng, cc qung co lin quan ti cc vn vn ha ring v cc ro cn ngn ng Quan h cng cng. Cn c chng trnh ph hp, lgc, c b xung theo nh k. Nn to cc mng tin in t, vit bi cho cc bo v cc phng tin truyn thng, hp bo, hi ngh khch hng, t chc tho lun trn mng... Chin lc bn hng. Gi li nhun. Thit k chi tit chin lc gi cho ton b hot ng bn hng, phn phi v mua bn trn mng. X l phiu t hng. t hng c tin hnh th no (qua in thoi, fax, th tn, Internet)...? Thanh ton xy ra th no (qua in thoi, fax, th tn, Internet)...? Phng php phn phi. nh ra tt c cc cch phn phi ra ngoi th no, khi no nhn v gi cc lai phiu t hng v cc chng t khc nh th no? Chin thut bn hng. Xc nh xem vic bn hng s xy ra ring trn mng hay s kt hp vi cc cch bn hng thng thng khc? Quan h kinh doanh. Nu k hoch v cc loi quan h i tc, i l, quc t... bao gm cc nhn t a vn ha. K hoch sn xut. Nu sn lng ban u ( k c vic vit phn mm), cc yu cu m rng, pht trin, cc ngun lc, ni sn xut... l h qu ca vic p dng kinh doanh TMT K hoch ti chnh. Nn c th, thc tin v khim tn Kinh ph cho 12 thng u. Thit k chi tit kinh ph cho nm u tin khi bt u bc sang kinh doanh TMT, k c kinh ph d phng. Tnh ton v dng tin mt. Tnh ton so snh dng tin mt v thu chi K hoch nm nm. Nu bng tnh ton l - li ( Profit and Loss Ststement) Bng cn i. Trnh by kh nng ti chnh, kh nng chi tr ng hn v v th tin mt ca doanh nghip

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Phn tch im ha vn. Nu s lng cc sn phm, dch v... cn bn t im ha vn Ngun vn v vic s dng vn. Nu ngun vn v cch s dng vn pht trin kinh doanh, xut khu. S dng ti sn. Li nhun v khon vay s c s dng th no? Kt lun. Nu mt ln na cc mc tiu kinh doanh TMT , tng s vn cn dng, li nhun d bo, lch trnh thc hin v cc ghi ch chung. Ph lc. Bao gm tt c l lch ca tt c nhng ngi tham gia ch cht vo vic thc hin k hoch ny. Cng cn c h s v cc khch hng chnh v tim nng, cc hp ng quan trng, cc s liu iu tra th trng, cc bn v, cc vn bn php l, cc loi hp ng, tha thun, cc tnh ton ti chnh cho k hoch ny.

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