Professional Documents
Culture Documents
THNG MI IN T
VIT NAM 2015
LI GII THIU
Ngy 12 thng 7 nm 2010, Th tng Chnh ph ban hnh Quyt nh s 1073/Q-TTg
ph duyt K hoch tng th pht trin thng mi in t giai on 2011 2015. Sau 5
nm trin khai K hoch tng th, thng mi in t Vit Nam chuyn t giai on
hnh thnh, to lp h tng sang giai on pht trin mnh, tng bc nh hnh h tng
vng chc v t c nhiu du mc quan trng hon thin mc tiu tng qut ban u
ra.
L n phm tm tt nhng thay i quan trng ca thng mi in t trong nm va
qua, Bo co Thng mi in t Vit Nam nm 2015 do Cc Thng mi in t v Cng
ngh thng tin, B Cng Thng bin son tip tc cp nht cc vn bn chnh sch php
lut mi v thng mi in t, ng thi tng hp s liu lin quan n tnh hnh ng
dng, kinh doanh thng mi in t ca doanh nghip Vit Nam.
im mi trong Bo co Thng mi in t Vit Nam nm 2015 l phn tng hp s liu
v tnh hnh ng dng thng mi in t trong hot ng xut khu v vn o to
ngun nhn lc thng mi in t p ng nhu cu th trng tuyn dng. Nm 2015
cng l nm th hai cng b s liu iu tra th im v tnh hnh ng dng thng mi
in t trn nn tng di ng ca doanh nghip v ngi tiu dng. Hot ng ny c
coi l xu hng mi ca thng mi in t th gii cng nh Vit Nam trong thi gian ti.
Cc Thng mi in t v Cng ngh thng tin xin cm n cc c quan, t chc, doanh
nghip v chuyn gia phi hp v cung cp thng tin trong qu trnh thu thp v hon
thin Bo co Thng mi in t Vit Nam nm 2015. Chng ti mong nhn c nhiu
kin trao i, gp cc n phm v thng mi in t ngy cng hon thin.
Xin trn trng cm n!
Trn Hu Linh
Cc trng Cc Thng mi in t v Cng ngh thng tin
MC LC
CHNG I: TNG KT 5 NM CHNH SCH, PHP LUT THNG MI IN T.............9
I. TNG KT K HOCH TNG TH PHT TRIN THNG MI IN T
GIAI ON 2011 2015...................................................................................................10
1. Mc tiu c th..........................................................................................................................................10
2. nh gi chung..........................................................................................................................................11
II. KHUNG CHNH SCH CHO THNG MI IN T TI VIT NAM......................... 11
III. GII THIU VN BN QUY PHM PHP LUT MI LIN QUAN N ......................
THNG MI IN T.................................................................................................. 14
1. Qun l hot ng thng mi in t qua ng dng trn thit b di ng........................................... 14
2. X pht hnh chnh trong lnh vc thng mi in t......................................................................... 15
3. Thanh tra chuyn ngnh trong lnh vc thng mi in t.................................................................. 16
IV. THNG TIN V QUN L HOT NG CA CC WEBSITE THNG MI
IN T.......................................................................................................................... 17
CHNG II: NG DNG THNG MI IN T TRONG CNG NG....................... 19
I. QUY M TH TRNG THNG MI IN T B2C CA VIT NAM SO VI
TH GII....................................................................................................................... 20
1. Hoa K...................................................................................................................................................... 20
2. Trung Quc.............................................................................................................................................. 20
3. Hn Quc..................................................................................................................................................21
4. Indonesia..................................................................................................................................................22
5. c..............................................................................................................................................................23
6. n ........................................................................................................................................................23
7. Vit Nam...................................................................................................................................................24
II. MC NG DNG THNG MI IN T TRONG CNG NG.........................24
1. Thng tin chung........................................................................................................................................24
2. Mc s dng Internet.........................................................................................................................25
3. Tnh hnh tham gia thng mi in t trong cng ng......................................................................28
4. Hiu qu ng dng thng mi in t trong cng ng..................................................................... 30
CHNG III: NG DNG THNG MI IN T TRONG DOANH NGHIP...............33
I. THNG TIN CHUNG.....................................................................................................34
1. Loi hnh doanh nghip............................................................................................................................34
2. Lnh vc hot ng . ................................................................................................................................34
3. Quy m doanh nghip..............................................................................................................................34
II. MC SN SNG NG DNG THNG MI IN T CA DOANH NGHIP........... 35
1. H tng cng ngh thng tin . ..................................................................................................................35
2. Th in t (e-mail).................................................................................................................................36
3. Thanh ton in t...................................................................................................................................37
3. Ngun vn u t.....................................................................................................................................66
4. Ngun nhn lc .......................................................................................................................................66
II. CC TIN CH V CNG C H TR TRN WEBSITE THNG MI IN T............. 67
1. Cc tin ch v cng c h tr...................................................................................................................67
2. Chnh sch v dch v h tr................................................................................................................... 68
3. Hnh thc thanh ton............................................................................................................................... 71
III. TNH HNH KINH DOANH TRN CC WEBSITE THNG MI IN T...............72
1. Website thng mi in t bn hng.....................................................................................................72
2. Webstie cung cp dch v thng mi in t........................................................................................74
IV. KH KHN, TR NGI KHI VN HNH WEBSITE THNG MI IN T........... 77
CHNG VI: THNG MI IN T TRN NN TNG DI NG................................79
I. TNH HNH THAM GIA THNG MI IN T TRN NN TNG DI NG TRONG
CNG NG................................................................................................................... 80
1. Thng tin chung....................................................................................................................................... 80
2. Thi quen s dng thit b di ng trong mua sm ...............................................................................81
II. NG DNG THNG MI IN T TRN NN TNG DI NG TRONG
DOANH NGHIP............................................................................................................. 83
1. Thng tin chung........................................................................................................................................83
2. C cu u t ca doanh nghip cho nn tng di ng..........................................................................84
3. Cc dch v h tr gia tng c cung cp trn nn tng di ng......................................................... 86
4. Mc tng tc ca khch hng trn nn tng di ng...................................................................... 86
5. nh gi hiu qu ng dng thng mi in t trn nn tng di ng.............................................. 88
CHNG VII: O TO NGUN NHN LC CHO THNG MI IN T................. 89
I. TNH HNH O TO THNG MI IN T TI CC TRNG I HC
V CAO NG........................................................................................................... 90
1. Quy m o to thng mi in t....................................................................................................... 90
2. Ging vin thng mi in t................................................................................................................ 91
3. Phng thc ging dy thng mi in t........................................................................................... 91
II. NHU CU NGUN NHN LC THNG MI IN T . ..........................................93
1. Nhu cu th trng tuyn dng................................................................................................................93
2. p ng ngun nhn lc..........................................................................................................................93
PH LC 1: NGY MUA SM TRC TUYN 2015............................................................95
PH LC 2: CH S THNG MI IN T 2015......................................................... 99
PH LC 3: MT S DCH V CNG TRC TUYN V XUT NHP KHU C TCH
HP TRN CNG THNG TIN MT CA QUC GIA ...................................................100
CHNG I
M c
tiu c
th
T t c doanh nghi p
SME ti n hnh giao
d ch TM T lo i hnh
B2C ho c B2B
3
u hnh thnh cc ti n
B c
ch h tr ng i tiu dng tham
gia TM T lo i hnh B2C
10
Mc tiu 3: n nm 2015, hu ht cc siu th, trung tm mua sm v c s phn phi hin i trong c
nc cho php ngi tiu dng thanh ton khng dng tin mt khi mua hng. Theo thng k ca Ngn hng
nh nc, h tng k thut phc v cho thanh ton th c ci thin, s lng ATM v POS c tc
tng trng nhanh; n cui thng 3/2015, trn 16.100 ATM v trn 192.000 POS/EDC c lp t (tng
41% v 269% tng ng so vi cui nm 2010).
Mc tiu 4: Trong giai on 2011 2015, mt s cc dch v cng trng yu lin quan ti hot ng xut
nhp khu c trin khai nhm n gin ha cc th tc hnh chnh, to thun li cho doanh nghip
thc hin mt s hot ng nh khai bo th tc hi quan, khai np thu gi tr gia tng, thu thu nhp c
nhn v cc hot ng lin quan n thu khc nh: ng dng h tr khai thu qua mng (iHTKK), ng dng
h tr k khai theo hnh thc m vch, ng dng k khai quyt ton thu thu nhp c nhn v cp m ngi
ph thuc. Tnh n ht thng 9/2013, 63 tnh/thnh ph trn c nc c trin khai h thng iHTKK
v n ngy 31/12/2014 c 97% doanh nghip s dng dch v khai thu qua mng, s lng ngi ng
k s dng dch v np thu in t l 18.056 ngi.
2. nh gi chung
Theo kho st ca Cc TMT v CNTT giai on 5 nm gn y, tnh hnh ng dng TMT
trong doanh nghip khng ch cn tp trung ti cc thnh ph ln m m rng trn phm
vi c nc. Nhiu m hnh kinh doanh mi, a dng hnh thnh v c doanh nghip
vn hnh, trin khai.
nh gi kt qu trin khai Quyt nh 1073
Gn 100% doanh nghip t chc trin khai ng dng TMT nhiu quy m v mc
khc nhau. Vic tham gia hot ng TMT trn mng x hi ca i b phn doanh nghip
bn l v ngi tiu dng cng vi vic ng dng cc gii php TMT trn nn tng cng
ngh di ng cho thy doanh nghip Vit Nam nhanh nhy bt kp cc xu hng mi v
TMT ca th gii phc v hiu qu cho hot ng sn xut kinh doanh ca mnh, nng
cao nng lc cnh tranh.
60/63 tnh, thnh ph ban hnh K hoch pht trin TMT ca a phng nhm trin khai
Quyt nh 1073 cho thy mc quan tm cng nh hnh ng thit thc ca cc a
phng trong vic n lc bt kp vi s pht trin ca lnh vc tng i mi m ny.
11
Lut
21/12/1999
B lut Hnh s
14/6/2005
B lut Dn s
14/6/2005
Lut Thng mi
29/11/2005
29/06/2006
23/11/2009
21/6/2012
Lut Qung co
26/11/2014
Lut u t
26/11/2014
12
Vn bn bn
trn
15/02/2007
Ngh nh s 26/2007/N-CP quy nh chi tit thi hnh Lut Giao dch in
t v Ch k s v Dch v chng thc ch k s
Lut GDT
23/02/2007
Lut GDT
08/03/2007
Lut GDT
13/08/2008
Lut GDT
06/04/2011
13/06/2011
Lut CNTT
23/11/2011
Lut GDT
5/10/2012
Lut GDT
23/10/2012
Lut Hi quan
22/11/2012
Lut CNTT
16/5/2013
Lut GDT
15/7/2013
Lut CNTT
13/11/2013
Lut GDT
14/11/2013
Lut Qung co
X l vi phm
10/9/2012
12/11/2013
13/11/2013
15/11/2013
07/4/2014
19/11/2015
Vn bn bn
trn
Vn bn bn
trn
15/09/2008
Ngh nh s
27/2007/N-CP
30/12/2008
Ngh nh s
90/2008/N-CP
02/03/2009
Ngh nh s
90/2008/N-CP
16/03/2009
Ngh nh s
27/2007/N-CP
31/07/2009
Ngh nh s
64/2007/N-CP
14/12/2009
Ngh nh s
26/2007/N-CP
22/07/2010
Ngh nh s
26/2007/N-CP
13
28/9/2010
Ngh nh s
51/2010/N-CP
9/11/2010
Ngh nh s
35/2007/N-CP
20/12/2010
Ngh nh s
27/2007/N-CP
14/3/2011
Ngh nh s
27/2007/N-CP
14/2/2014
Ngh nh s
87/2012/N-CP
05/12/2014
Ngh nh s
52/2013/N-CP
11/12/2014
Ngh nh s
101/2012/N-CP
31/12/2014
Ngh nh s
101/2012/N-CP
28/7/2015
Ngh nh s
27/2007/N-CP
18/8/2015
Ngh nh s
72/2013/N-CP
31/12/2015
Ngh nh s
52/2013/N-CP
14
NG
ng d ng cung c p d ch v TM T
ng d ng bn hng
d ng
sn
giao
d ch
TM T
Thng bo
ng
d ng u
gi tr c
tuy n
ng
d ng
khuy n
m i tr c
tuy n
ng
ng k
C NG THNG TIN QU N L HO T
NG TH
WWW.ONLINE.GOV.VN
ng k
ng k
NG M I I N T
ng k
ng d ng di ng v a c c ch c n ng
bn hng v ch c n ng cung c p d ch v
TM T
Ch th c hi n th t c
ng k
ng d ng di
ng v i B Cng Th
ng
M t ng d ng di ng c nhi u phin b n
ng d ng khc nhau
Ch th c hi n th t c thng bo ho c
ng k m t l n
15
16
2014
2015
17.120
13.322
9.075
7.814
3.418
1.923
5.285
344
305
Ti kho n c nhn
1.112
S h s
1.938
ng k
518
S h s thng bo
2014
2015
9.429
4.653
647
90 283 492
Sn giao d ch TM T
13
60
75
Website khuy n m i
tr c tuy n
13
14
19
Website u gi
tr c tuy n
Website TM T
bn hng
17
2014
2015
903
24
Ch a
34
29
ng k
46
Vi ph m php lu t khc
18
STT
Thnh ph
Tng s v vic
TP. H Ch Minh
86
1,9 t ng
H Ni
52
1,2 t ng
Ngh An
16
340 triu ng
CHNG II
NG DNG THNG MI IN T
TRONG CNG NG
7,2%
7%
65
80,4
71,2
75
84
78,1
87,5
67
62
Qu 1
2013
Qu 2
2014
2015
Qu 3
2. Trung Quc
Theo bo co ca Cng ty Nghin cu th trng eMarketer v th trng TMT Trung
Quc, doanh thu bn l trc tuyn nc ny tnh n thng 9/2015 c t 672,01 t USD,
tng 42,1% so vi cng k 2014 v chim khong 15,9% tng doanh thu bn l ca Trung
Quc. Vi t l ny doanh thu bn l trc tuyn Trung Quc chim khong 40% tng doanh
thu bn l trc tuyn ton cu nm 2015. D bo, t l ny s t mc trn 50% vo nm
2018 v khong 55,1% vo nm 20195.
Trong khi , mt bo co khc v th trng TMT Trung Quc nm 2015 do Tp on
t vn nghin cu cc vn Internet ca Trung Quc iResearch cng b vo gia thng
10/2015 cho bit, s lng ngi mua hng trc tuyn nm 2015 nc ny l 410 triu
https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
http://www.emarketer.com
5
S liu bao gm Hng Kng, du lch v doanh s bn v s kin, gii tr
3
20
ngi, tng 13,4% so vi nm 2014. Doanh thu bn l trc tuyn tng t 2,8 nghn t Nhn
dn t (khong 432,2 t USD) nm 2014 ln 4 nghn t Nhn dn t (tng ng 617,4 t
USD) trong nm 2015, chim 13,5% tng doanh thu bn l6.
Doanh thu TMT B2C Trung Quc 2011 - 2018
Cng theo iResearch, gi tr mua hng trung bnh ca mt ngi mua hng trc tuyn nm
2015 Trung Quc c tnh khong 9.731 Nhn dn t (tng ng 1.500 USD), tng
26% so vi nm 2014. n nm 2018, con s ny c tnh s t khong 16.000 Nhn dn
t (tng ng 2.470 USD).
Gi tr mua hng trung bnh ca mt ngi mua hng trc tuyn Trung Quc
(n v: Nhn dn t)
16051,5
14155,3
11956,1
6268,8
2013
7716,5
2014
9731,7
2015
2016
2017
2018
3. Hn Quc
Bo co Mua sm trc tuyn thng k do Tng cc Thng k Hn Quc cng b vo thng
11/2015 cho bit, doanh thu bn l TMT tnh ring thng 9/2015 t 4.319 t Won (khong
3,7 t USD). Cc mt hng c mua sm trc tuyn nhiu nht c th k n: dng
trong nh, my tnh v thit b lin lc, ni tht, qun o, giy dp v vali, thc phm, m
phm, sch v gi sch.
6
http://www.iresearchchina.com/samplereports/6689.html
CHNG II : NG DNG THNG MI IN T TRONG CNG NG
21
11,2%
10,3%
38,86
35,01
2014
2015
12,1%
42,75
2016
13%
13,9%
50,55
46,59
2017
2018
%T ng doanh thu bn l
Ngun: www.eMarketer.com
4. Indonesia
Theo Statista, nm 2015 s lng ngi truy cp Internet nc ny l 93,4 triu ngi,
chim khong 37% dn s8.
Bo co ca eMarketer cho thy doanh thu bn l trc tuyn nm 2015 ca Indonesia c
t 3,22 t USD, chim 1,4% tng doanh thu bn l. T trng ca doanh thu bn l trc tuyn
trn tng doanh thu bn l c d bo s tng gn gp 3 vo nm 2018, t 3,9%9.
Doanh thu TMT B2C Indonesia 2014 - 2018
3,9%
3,1%
2,2%
1,4%
0,8%
1,94
2014
3,22
2015
5,29
2016
8,21
2017
10,92
2018
% T ng doanh thu bn l
Ngun: www.eMarketer.com
http://kostat.go.kr/portal/eng/index.action
Tp on thng k v Internet, website www.statista.com
9
http://www.emarketer.com/Article/Asia-Pacific-Home-Majority-of-World-Retail-Ecommerce-Market/1013352
7
22
5. c
Theo Bng ch s bn l do Ngn hng Trung ng c (NAB) cng b ngy 1/12/2015, tnh
t thng 10/2014 n thng 10/2015 doanh thu bn l trc tuyn ca c l 17,9 t USD,
tng ng vi 7,2% doanh thu bn l truyn thng. Cc sn phm v dch v c mua
bn trc tuyn nhiu nht quc gia ny l chi, tr chi in t, phng tin truyn
thng, thi trang, hng tp ha v ru.
Trong khi , eMarketer d on doanh thu bn l TMT ca c trong nm 2015 t 19,2 t
USD, t trng trong tng doanh thu bn l t 5,9%. T trng ca doanh thu bn l trc tuyn
trn tng doanh thu bn l d bo cng s tng 0,3% mi nm v t 6,9% vo nm 2018.
Doanh thu TMT B2C c 2014 - 2018
6,3%
6,6%
6,9%
5,6%
5,9%
17,4
19,2
20,66
22,31
23,94
2014
2015
2016
2017
2018
% T ng doanh thu bn l
Ngun: www.eMarketer.com
6. n
Trong bo co ca eMarketer vo thng 12/2015, n s l mt trong ba th trng TMT
c tc pht trin nhanh nht khu vc Chu Thi Bnh Dng, cng vi Trung Quc
v Indonesia. Nm 2015, tc tng trng TMT ca quc gia ny t mc 129,5%.
Doanh thu bn l trc tuyn ca n c t 14 t USD nm 2015, chim 1,7% tng doanh
thu bn l. D on n nm 2018, mc doanh thu ny s t 55,26 t USD.
Doanh thu TMT B2C n 2014 - 2018
3,6%
2,6%
1,7%
0,8%
39,45
4,4%
55,26
24,61
6,1
14
2014
2015
2016
2017
2018
% T ng doanh thu bn l
Ngun: www.eMarketer.com
23
7. Vit Nam
Theo kt qu kho st nm 2015 ca Cc TMT v CNTT, gi tr mua hng ca mt ngi
mua hng trc tuyn trong nm c t 160 USD, doanh s TMT B2C t khong 4,07 t
USD, tng 37% so vi nm trc , chim khong 2,8% tng mc bn l hng ha v doanh
thu dch v tiu dng c nc10.
Loi hng ha, dch v c mua trc tuyn ph bin nht l qun o, giy dp v m phm
(64%). Tip theo l cng ngh v in t, thit b dng gia nh, sch vn phng
phm hoa qu tng. Phn ln ngi mua hng trc tuyn vn la chn hnh thc thanh
ton tin mt vi 91% i tng kho st cho bit c s dng phng thc ny, tip theo l
48% s dng phng thc chuyn khon qua ngn hng, 20% ngi tham gia kho st cho
bit tng s dng cc loi th thanh ton.11
Dn s
Vit Nam
nm 2015
T l
dn s
s dng
Internet
T l ngi dng
Internet tham
gia mua sm trc
tuyn
c tnh gi tr
mua hng trc
tuyn ca 1 ngi
nm 2015
c tnh
doanh s thu
t TMT B2C
nm 2015
45%
62%
160 USD
4,07 t USD
36%
1%
D
i 15
11%
6%
T 15 - 19
T 20 - 24
T 25 - 29
T 30 - 34
6%
T 35 - 39
2%
T 40 - 49
Theo s liu thng co bo ch v tnh hnh kinh t - x hi nm 2015 ca Tng cc Thng k, tng
mc bn l hng ha v doanh thu dch v tiu dng nm 2015 c t 3242,9 nghn t ng (tng
ng 144,2 t USD).
11
S liu ca Tng cc dn s - k hoch ha gia nh.
10
24
84% s ngi tham gia kho st c trnh hc vn: cao ng, i hc. Trnh sau i hc
chim t l 7%.
Trnh hc vn ca ngi tham gia kho st
5% 4%
7%
Trung h c ph thng
i h c, Cao
Sau
ng
ih c
Khc
84%
60,8% ngi tham gia kho st l lao ng gin tip (nhn vin vn phng, ging dy, nghin
cu), 13,8% l lao ng trc tip (cng nhn, bn hng, lao ng tay chn), 20,7% l hc
sinh, sinh vin.
Nhm ngh nghip ca ngi tham gia kho st
0,3%
4,4%
20,7%
ng gin ti p
Lao
ng tr c ti p
60,8%
13,8%
Lao
N i tr
Khc
2. Mc s dng Internet
32% ngi tr li kho st c thi gian truy cp Internet t 5 7 gi/ngy v 26% c thi
gian truy cp t 3 5 gi/ngy.
Thi gian truy cp Internet trung bnh mi ngy
32%
26%
15%
20%
7%
i 3 gi
T 3 - 5 gi
T 5 - 7 gi
T 7 - 9 gi
Trn 9 gi
25
24%
14%
8%
8 gi - 12 gi
1%
12 gi - 16 gi
16 gi - 20 gi
20 gi - 24 gi
0 gi - 8 gi
75%
65%
33%
My tnh
2015
73%
38%
19%
bn
i n tho i di
ng
19%
Thi t b khc
(Ipad, tablet...)
75% s ngi tham gia kho st cho bit a im thng xuyn truy cp Internet trong ngy
l ti nh, 64% truy cp ti ni lm vic, 43% ti cc a im cng cng (qun caf, nh
hng, khch sn).
a im truy cp Internet
75%
64%
43%
16%
T i nh
26
T in i
lm vi c
T i tr
11%
ng h c T i c a hng
Internet
8%
a i m
cng c ng
Ch khc
40%
14%
T in i
lm vi c
T i nh
T i tr
10%
3%
a i m
cng c ng
ng h c T i c a hng
Internet
Ch khc
c bo trc tuyn l mc ch s dng Internet hng ngy ph bin nht, chim 87%. Tip
n l truy cp e-mail (79%), tham gia din n hoc mng x hi (77%), gii tr (73%). i
vi hot ng tm kim thng tin mua bn hng qua mng, 41% ngi dn tham gia kho
st thc hin hot ng ny hng ngy v 15% thc hin hng tun.
Tn sut truy cp Internet cho cc hot ng
87%
Hng ngy
79%
73%
72%
Hng tu n
77%
44%
8%
19%
c bo
17%
Gi i tr
41%
15%
11%
Ch i game Truy c p
email
49%
15%
10%
11%
Khc
87%
65%
6%
c bo
18%
77%
Hng tu n
73%
78%
52%
14%
12%
42%
13%
10%
14%
50%
8%
Khc
27
58%
2014
62%
2015
42%
38%
Ch a
C nhiu cch thc tm kim thng tin trc khi mua hng trc tuyn, trong cch thc
tm kim bng cc phng tin in t c la chn ph bin vi 81% s ngi mua s dng
my tnh bn/my tnh xch tay tm kim thng tin, 74% s dng cc thit b di ng
(in thoi, my tnh bng). Ch c 20% s ngi chn cch thc hi bn b, ngi thn.
Cch thc tm kim thng tin trc khi mua hng trc tuyn
74%
81%
20%
Thi t b di ng
(T, my tnh bng)
My tnh bn,
My tnh xch tay
H i b n b, ng
3%
i thn
Khc
Trong s ngi tham gia mua sm trc tuyn, 75% cho bit quyt nh mua hng ha/
dch v qua mng ngay sau khi tm kim thng tin.
T l mua hng trc tuyn ngay sau khi tm kim thng tin
25%
75%
28
C
Khng
Loi hng ha/dch v c mua trc tuyn thng xuyn nht l qun o, giy dp v m
phm (64%). Tip theo l cng ngh v in t (56%), thit b dng gia nh (49%),
sch - vn phng phm - hoa - qu tng (42%).
Cc loi hng ha/dch v c mua sm trn mng
Qu n o, giy dp, m ph m
64%
cng ngh , i n t
Thi t b
56%
dng gia nh
49%
42%
V my bay, tu h a
34%
Th c ph m
33%
V xem phim, ca nh c
22%
t ch khch s n/tour du l ch
19%
Nh c/Video/DVD/Game
7%
D ch v t v n, o t o tr c tuy n
7%
D ch v spa, lm
6%
Khc
2%
Cng theo kt qu kho st, hnh thc mua hng trc tuyn qua website bn hng ha/dch v
c la chn nhiu nht vi 76% ngi tr li kho st cho bit tng mua hng bng hnh
thc ny. T l ngi tng mua hng qua cc din n, mng x hi tng t 53% nm 2014 ln
68% nm 2015.
Cc hnh thc mua sm trc tuyn
71%
2014
76%
2015
68%
53%
35%
25% 27%
Website bn
hng ha/d ch v
Sn giao d ch
TM T
28%
Website
khuyn mi
trc tuyn
13% 16%
Di n n/MXH
ng d ng
di ng
4% 1%
Hnh th c khc
29
Thanh ton bng tin mt khi nhn hng, chuyn khon qua ngn hng l cc hnh thc
thanh ton ph bin c ngi mua s dng, vi t l tng ng 91% v 48%.
Cc hnh thc thanh ton ch yu c ngi mua hng trc tuyn s dng
2014
91%
64%
48%
37%
14%
11%
Ti n m t khi
nh n hng
2015
V i n t
7%
20%
11% 6%
1% 1%
Th co
Ph
ng ti n
khc
2014
25%
i 5 s n ph m/
d ch v
29%
2015
27%
14%
33%
17%
T 5 - 10 s n ph m/ T 10 - 15 s n ph m/
d ch v
d ch v
15%
Trn 15 s n ph m/
d ch v
21%
30
29%
14%
i 500.000
ng
14% 13%
T 500.000 1.000.000 ng
2015
23%
11%
T 1.000.000 3.000.000 ng
18%
T 3.000.000 5.000.000 ng
26%
32%
Trn 5.000.000
ng
Gi c l yu t ngi mua hng quan tm nht khi mua sm trc tuyn (81%). Tip n
l uy tn ca ngi bn hay website bn hng (75%) v thng hiu ca sn phm/dch v
(70%).
Cc yu t ngi mua hng quan tm khi mua sm trc tuyn
2014
80% 81%
64%
81%
70%
2015
75%
68% 67%
23% 20%
Th ng hi u c a
s n ph m/d ch v
Gi c
Cch th c t hng,
thanh ton v
giao nhn
Uy tn ca
ngi bn/
website bn hng
Thi t k c a
website
Khi c hi v mc hi lng khi mua sm trc tuyn, 38% s ngi tham gia kho st
tr li hi lng.
Mc hi lng ca ngi mua hng trc tuyn
2014
41%
6%
38%
2015
48%
53%
6%
5%
R t hi lng
Hi lng
Bnh th
ng
3%
Khng hi lng
46%
61%
Gi c
81%
2015
73%
27% 20%
Sn phm
km cht lng
so vi
qung co
42% 38%
51% 45%
29% 27%
5% 4%
Khc
31
Tuy vy, 95% s ngi tham gia kho st cho bit s tip tc tham gia mua sm trc tuyn.
Tip tc mua hng qua mng hay dng
95%
5%
C
Khng
Trong s 38% ngi tham gia kho st cha tham gia mua sm trc tuyn, khi c hi v
nguyn nhn cha mua sm trc tuyn, 50% cho bit khng tin tng n v bn hng, 37%
quan nim mua ti ca hng tin li v r hn, 26% khng c th tn dng hoc th thanh
ton qua mng, 25% lo s l thng tin c nhn.
L do ngi dn cha tham gia mua sm trc tuyn
Khng tin t
ng
50%
n v bn hng
37%
Mua t i c a hng ti n l i v r h n
26%
Ch a bao gi th
26%
25%
thng tin
Ch t l
ra quy t
23%
ng giao nh n ch a t t
20%
Kh ki m
20%
Cch th c
nh ch t l
ng hng ha
t hng tr c tuy n r c r i
32
24%
nh
19%
18%
CHNG III
NG DNG THNG MI IN T
TRONG DOANH NGHIP
4% 3%
11%
34%
44%
c ngoi
2. Lnh vc hot ng
Ba lnh vc hot ng ph bin ca cc doanh nghip tham gia kho st l nng, lm, thy
sn (28%); bn bun, bn l (22%); xy dng (16%).
Lnh vc hot ng ca doanh nghip tham gia kho st
Nng, lm, th y s n
Bn bun, bn l
Xy d ng
Cng nghi p
CNTT, truy n thng
V n t i, giao nh n
Du l ch, n u ng
N ng l ng, khong s n
Y t , Gio d c, o t o
Ti chnh, B t ng s n
Gi i tr
L nh v c khc
1%
4%
4%
3%
6%
9%
8%
22%
16%
15%
28%
20%
34
SME
90%
91%
88%
10%
9%
12%
2013
2014
2015
2015
98% 100%
45%
My tnh bn
v my tnh xch tay
50%
My tnh b ng
b. Phn mm
Hai phn mm c s dng ph bin l phn mm k ton, ti chnh (89%) v qun l
nhn s (49%). Bn cnh , mt s phn mm khc c doanh nghip s dng nh: phn
mm quan h khch hng (Customer Relationship Management CRM) vi 23% doanh
nghip s dng, phn mm qun l h thng cung ng (Supply Chain Management SCM)
vi 20% doanh nghip s dng v phn mm lp k hoch ngun lc (Enterprise Resource
Planning ERP) vi t l 15% doanh nghip s dng.
35
51%
49%
Qu n l
nhn s
Khng
11%
89%
K ton,
ti chnh
80%
77%
85%
20%
23%
15%
SCM
CRM
ERP
c. C cu chi ph
Chi ph cho h tng cng ngh thng tin trong doanh nghip tng t nhau qua cc nm.
Nm 2015, phn cng vn chim t trng u t cao nht (42%), tip n l phn mm
(26%), nhn s v o to (17%).
C cu chi ph cho h tng cng ngh thng tin
2014
43%
2015
42%
23%
Ph n c ng
26%
Ph n m m
18%
17%
Nhn s , o t o
16%
15%
Khc
2. Th in t (e-mail)
S doanh nghip c trn 50% lao ng thng xuyn s dng th in t cho cng vic tng
t 35% nm 2014 tng ln 39% nm 2015.
36
2015
40% 39%
25%
35%
39%
22%
D i 10%
T 10% - 50%
Trn 50%
80% doanh nghip tham gia kho st cho bit s dng e-mail giao dch vi khch hng v
nh cung cp. Vic s dng e-mail cho cc mc ch qung co hoc gii thiu doanh nghip
v giao kt hp ng cng tng i cao, t l tng ng l 49% v 48%.
Mc ch s dng e-mail ca doanh nghip
2014
75% 80%
59%
44%
45% 42%
2015
43% 48%
56%
49%
23% 17%
Giao d ch v i H tr th c hi n Ch m sc khch
khch hng/nh
h p ng
hng
cung c p
Giao k t h p
ng
Qu ng co, gi i M c ch khc
thi u
3. Thanh ton in t
a. Thng tin chung v h tng thanh ton in t
Theo thng k ca Ngn hng nh nc, t trng tin mt lu thng trn tng phng tin
thanh ton gim t 12,3% nm 2012 xung cn 11,89% vo thng 10/201512.
12
37
b. Tnh hnh s dng cc phng tin thanh ton in t trong doanh nghip
Theo kho st nm 2015 ca Cc TMT v CNTT, 97% doanh nghip chp nhn cho khch
hng thanh ton bng phng thc chuyn khon qua ngn hng, 16% doanh nghip chp
nhn thanh ton bng th thanh ton.
Cc phng tin thanh ton in t ch yu13
2014
97%
97%
20%
Chuyn khon
13
38
2015
16%
Th thanh ton
6%
4%
V in t
3%
2%
Th co
23%
2012
2013
2014
2015
24%
76%
C
Khng
5. Ngun nhn lc
a. Cn b chuyn trch v cng ngh thng tin v thng mi in t
T l doanh nghip c cn b chuyn trch v CNTT v TMT tng qua cc nm, t 20%
nm 2010 ln 73% nm 2015.
39
51%
20%
23%
2010
2011
2012
65%
62%
2013
2014
73%
2015
90%
Gi i tr
Ti chnh, b t
85%
ng s n
79%
V n t i, giao nh n
78%
Du l ch, n u ng
78%
Y t , gio d c, o t o
76%
Cng nghi p
N ng l
72%
ng, khong s n
62%
Bn bun, bn l
60%
Nng, lm, th y, s n
Xy d ng
58%
Khc
60%
2013
40
27%
2014
24%
2015
13%
C
Khng
S tham gia trong n m 2016
80%
9%
2011
12%
12%
2012
2013
15%
2014
13%
2015
b. Mng x hi
S liu thng k do Cng ty nghin cu th trng eMarketer cng b vo thng 11/2015 cho
thy, hn 32 triu ngi Vit Nam thng xuyn s dng mng x hi, chim gn 36% dn
s. Nm 2015, nghin cu ca Cng ty nghin cu th trng Nielsen cng cho bit, c hn
30% ngi tiu dng gn b mt thit vi mua sm trc tuyn v tham kho mng x hi
a ra quyt nh mua sm.
Theo kt qu kho st nm 2015 ca Cc TMT v CNTT, 28% doanh nghip tham gia kho
st cho bit c tin hnh qung co hoc bn hng qua mng x hi, tng 4% so vi nm
trc. T l ny n nm 2016 c t khong 34%.
T l doanh nghip bn hng trn mng x hi
6%
28%
C
Khng
66%
S bn trong 2016
41
2014
2015
9%
9%
8%
43%
45%
45%
2013
2014
2015
42
72%
66%
62%
60%
58%
51%
50%
39%
39%
34%
27%
49%
2014
2015
Hi u qu trung bnh
27%
35%
51%
48%
17%
22%
Trn cc m ng x h i
Trn website c a
doanh nghi p
Hi u qu th p
40%
39%
46%
47%
14%
14%
Trn cc ng d ng
di ng
Trn cc sn giao d ch
TM T
43
17%
t hng tr c tuy n
10%
8%
ng
13%
11%
15%
13%
Ch a qu ng co
Truy n hnh
Cc ph
ng ti n khc
Bo gi y
Tin nh n/E-mail qu ng co
21%
21%
24%
20%
24%
2014
2015
29%
35%
31%
Bo i n t
Cc cng c tm ki m
M ng x h i
47%
47%
50%
47%
Doanh nghip nh gi cao hnh thc qung co qua cng c tm kim v qua mng x hi,
vi t l tng ng 32% v 24% doanh nghip c kho st chn cu tr li Hiu qu cao
cho hnh thc ny.
Hiu qu ca vic qung co website TMT
Th p
Tin nh n v ng d ng di
M ng x h i
Bo i n t
44
Cao
37%
ng
Cng c tm ki m
Trung bnh
48%
52%
16%
22%
31%
15%
32%
54%
24%
54%
15%
Trong nm 2015, 12% doanh nghip chi trn 50 triu ng cho qung co website TMT.
Mc chi ph di 10 triu ng chim 53%, t 10 - 50 triu ng chim 35%.
Chi ph ca vic qung co website TMT
53%
35%
12%
D
i 10 tri u
ng
T 10 - 50 tri u
ng
Trn 50 tri u
ng
3. Phin bn di ng ca website
Theo kho st ca eMarketer cng b vo thng 9/2015, 56% ngi tiu dng Vit Nam s
dng in thoi thng minh tm kim thng tin sn phm v 32% ngi s dng thit b
ny thc hin hot ng mua bn.
Nm bt xu hng s dng in thoi thng minh trong vic mua sm trc tuyn, nhiu
doanh nghip u t xy dng phin bn di ng cho website ca mnh. Kt qu kho st
ca Cc TMT v CNTT cho thy, t l website c phin bn di ng tng t 15% nm 2014
ln 21% nm 2015.
T l doanh nghip c website phin bn di ng
21%
15%
2014
2015
45
2015
70%
40%
36%
Website
Nm 2015, 49% doanh nghip cho bit tng gi tr n hng t qua website hoc e-mail
chim di 20% tng gi tr mua hng, 17% doanh nghip c tng gi tr n hng t
chim trn 50% tng gi tr mua hng.
T l tng gi tr n hng t qua website v e-mail trn tng gi tr mua hng
55%
2014
49%
2015
31%
i 20%
34%
14%
T 20 - 50%
17%
Trn 50%
2015
77%
36%
46
35%
Website
20% doanh nghip c tng gi tr n hng nhn qua website hoc e-mail chim trn 50% tng
doanh thu, tng 4% so vi nm 2014. 68% doanh nghip cho bit gi tr trung bnh n hng trc
tuyn trn 5 triu ng.
Tng gi tr n hng nhn qua website v email trn tng doanh thu
2014
51%
45%
2015
33% 35%
16% 20%
i 20%
T 20 - 50%
Trn 50%
2015
68%
43%
23%
13%
9%
D i1
tri u ng
21%
6%
T 1-2
tri u ng
17%
T 2-5
tri u ng
Trn 5 tri u
ng
2014
72%
19%
i 400
14%
T 400 - 1.000
2015
4%
6%
T 1.001 - 2.000
7%
8%
Trn 2.000
47
mt h thng thng tin tch hp. Vic x l thng tin, d liu v ra quyt nh c thc hin
lin thng s gip doanh nghip gim chi ph chun b h s, thi gian i li v thng quan.
M hnh x l thng tin trn Cng thng tin Mt ca quc gia v B Cng Thng
(1) Khai bo thng
tin trc tuyn
(4) Tr kt qu h s
(2) Chuyn
h s in t
(3) X l v tr
kt qu h s
(5) Gi thng tin giy php in t
48
thc y pht trin Chnh ph in t, nng cao cht lng ca cc dch v cng trc
tuyn, Chnh ph ban hnh Ngh quyt s 36a/NQ-CP ngy 14/10/2015. Mc tiu n ht
nm 2016, Vit Nam nm trong nhm 4 v n ht nm 2017 nm trong nhm 3 cc quc
gia ng u ASEAN v ch s pht trin Dch v cng trc tuyn (OSI) v ch s pht trin
Chnh ph in t (EGDI) ca Lin Hp Quc.
2. Tnh hnh s dng dch v cng trc tuyn trong doanh nghip
Theo kt qu kho st ca Cc TMT v CNTT nm 2015, 39% doanh nghip thng xuyn
tra cu thng tin trn cc website ca c quan nh nc, 56% doanh nghip thnh thong
tra cu khi cn tm thng tin.
Mc tra cu thng tin trn cc website ca c quan nh nc
2013
56%
42%
2014
53%
2015
56%
39%
31%
13%
5%
Th ng xuyn
Th nh tho ng
5%
Ch a bao gi
73% doanh nghip cho bit s dng cc dch v cng trc tuyn cung cp trn cc website
ca c quan nh nc, tng 16% so vi nm 2014. Khai bo thu in t l dch v cng trc
tuyn c s dng nhiu nht vi 83% doanh nghip c kho st cho bit s dng,
tip n l ng k kinh doanh vi 35% doanh nghip s dng v khai bo hi quan vi 25%
doanh nghip s dng.
Tnh hnh s dng cc dch v cng trc tuyn
2013
2014
2015
73%
57%
48%
52%
43%
27%
s d ng
Ch a s d ng
49
83%
i nt
35%
ng k kinh doanh
25%
Khai bo h i quan
Th t c c p gi y ch ng nh n xu t x
18%
i nt
Th t c tu bi n, nh p c nh, xu t c nh, qu c nh
11%
D ch v cng khc
4%
Nm 2015, dch v cng trc tuyn c 51% doanh nghip nh gi Rt c ch, 47%
doanh nghip nh gi Tng i c ch.
Doanh nghip nh gi v li ch ca dch v cng trc tuyn
2013
58%
51%
2014
2015
55%
47%
39%
25%
17%
6%
R t c ch
50
T ng
i c ch
2%
Khng c ch
CHNG IV
NG DNG THNG MI IN T
TRONG HOT NG XUT KHU
29%
14%
Cng ty c v n
54%
ut n
c ngoi
Cng ty c ph n
Lo i hnh khc
34%
SME
66%
Doanh nghip ln
52
D t may
15%
Th y s n
9%
Da giy
My vi tnh, s n ph m i n t , i n tho i v
linh kin
Go
8%
8%
6%
Nh a
6%
S n ph m g
4%
Thp
3%
Rau qu
H t i u, h t tiu
2%
Cao su
2%
C ph
1%
19%
8%
Khng
S xy d ng
53
52%
44%
36%
11%
Khng
SME
4%
Doanh nghi p l n
S xy d ng
Theo kt qu kho st, t l doanh nghip c website phin bn di ng chim 21% trong
tng s doanh nghip s hu website.
T l doanh nghip c website phin bn di ng
21%
C
Khng
79%
Phc v cho hot ng qung b sn phm hng ti th trng xut khu, 58% s website
c phin bn ting nc ngoi.
T l website c phin bn ting nc ngoi
5%
C
Khng
37%
58%
S xy d ng
86% doanh nghip s hu website s dng cc phng tin khc nhau qung co website,
trong nhiu nht l hnh thc qung co trn mng x hi (21%), cc cng c tm kim
(20%), qung co qua bo in t (15%).
54
T l website c qung co
14%
C qu ng co
Ch a qu ng co
86%
21%
Cc cng c tm ki m
20%
Bo i n t
15%
T r i
13%
Tin nh n, e-mail
11%
Bo gi y
ng d ng di
8%
ng
5%
Ph ng ti n khc
7%
Trong s cc doanh nghip xut khu c website, 88% doanh nghip c phn cng cn b
ph trch website (cn b k thut, qun tr thng tin, kinh doanh). S doanh nghip c
cn b ph trch website tp trung nhiu nhng doanh nghip c website phin bn ting
nc ngoi, phin bn di ng hay c tham gia sn giao dch TMT trong v ngoi nc.
T l doanh nghip xut khu c cn b ph trch website
12%
Cn b ph trch website
Cn b kim nhi m
88%
55
T l doanh nghip xut khu tham gia cc sn giao dch TMT cn tng i thp, chim
20% i tng tham gia kho st.
T l doanh nghip xut khu tham gia sn giao dch TMT
70%
20%
10%
Khng
S tham gia
Doanh nghip xut khu tham gia sn giao dch TMT theo quy m
SME
Doanh nghi p l n
69%
21%
71%
19%
10%
Khng
10%
S tham gia
19%
19%
3%
Tham gia cc h i
ch , on xc ti n
th ng m i
56
G p g tr c ti p
ng th c khc
Cc doanh nghip ln tch cc hn doanh nghip SME trong vic tn dng cc knh in
t thit lp quan h vi i tc v tm kim c hi m rng th trng.
Phng thc thit lp quan h vi i tc theo quy m doanh nghip
SME
61%
17%
Doanh nghi p l n
57%
21%
17%
21%
2%
Tham gia cc h i
ch , on xc ti n
th ng m i
G p g tr c ti p
4%
ng th c khc
3. Tnh hnh nhn n hng ca doanh nghip xut khu qua phng tin in t
Theo kt qu kho st, 96% doanh nghip tng nhn n t hng qua th in t, t l
doanh nghip nhn n t hng thng qua website ca doanh nghip hoc sn giao dch
TMT ln lt l 29% v 23%.
Nhn n t hng ca i tc qua cc phng tin in t
96%
29%
Website c a
doanh nghi p
23%
Sn giao d ch
TM T
Kt qu kho st theo quy m doanh nghip cng cho thy, 45% doanh nghip ln c tng
gi tr n hng nhn qua phng tin in t chim trn 50% tng doanh thu xut khu.
T l ny doanh nghip SME l 18%.
57
Tng gi tr n hng nhn qua phng tin in t/tng doanh thu xut
khu theo quy m doanh nghip
SME
Doanh nghip ln
47%
45%
34%
21%
21%
Di 20%
18%
T 20% -50%
Trn 50%
73% doanh nghip nh gi hiu qu ng dng TMT trong hot ng xut khu l Rt
hiu qu hoc Hiu qu.
Hiu qu ng dng TMT trong hot ng xut khu
59%
26%
14%
1%
R t hi u qu
Hi u qu
Khng r r t
Khng hi u qu
58
65%
G p g tr c ti p
62%
21%
8%
Trn cc sn giao d ch TM T
Trn website c a doanh nghi p ho c website
c a i tc
3%
26%
6%
C
Khng
S s d ng
32%
16%
Khng
7%
5%
Doanh nghi p l n
S s d ng
59
An ton u tin
(im
la chn
5 l cao (im 1 l
nht)
cao nht)
3,4
4,7
1,4
3,9
3,8
3,2
2,3
3,1
2,4
2,1
3,9
2,6
2,2
3,6
37% doanh nghip c trn 50% tng s lng giao dch c thc hin thng qua phng
thc giao kt hp ng truyn thng (gp g trc tip m phn v k hp ng). T l
tng ng i vi phng thc in t l 35%.
T l s dng cc phng thc giao kt hp ng
Trn 50% tng s Trn 50% tng gi
lng giao dch
tr giao dch
37%
38%
28%
26%
35%
36%
4. Tranh chp hp ng in t
8% doanh nghip s dng hp ng in t cho bit c pht sinh tranh chp vi i tc. 60%
trong s cho bit tranh chp lin quan ti ni dung hp ng. Ch 24% tranh chp lin quan
n kha cnh in t ca giao kt hp ng (li nhp thng tin hoc cc li hnh thc khc
trn hp ng in t gy ra tranh chp v gi c, s lng ca hng ha).
T l tranh chp khi s dng hp ng in t
8%
C pht sinh tranh ch p
Ch a pht sinh tranh chp
92%
60
T l
60%
24%
16%
IV. S DNG DCH V CNG TRC TUYN TRONG HOT NG XUT KHU
1. Tnh hnh s dng dch v cng trc tuyn ca doanh nghip xut khu
66% doanh nghip s dng phng thc trc tuyn (gi/nhn thng tin qua H thng
thng quan t ng VNACCS/VCIS ca Hi quan) thc hin cc th tc hi quan i vi
hng ha xut khu.
T l doanh nghip xut khu la chn phng thc thc hin th tc hi quan
34%
66%
Ph
ng th c th cng
Ph
ng th c tr c tuy n
17%
Th t c c p gi y
ch ng nh n xu t x
i nt
Th t c i v i tu
bi n xu t c nh, nh p
c nh, qu c nh
4%
Th t c khc
33% doanh nghip cho bit c khong trn 80% th tc hnh chnh lin quan n hot ng
xut khu ca cng ty c trin khai trc tuyn.
61
i 30%
Trn 80%
Khi c hi v l do khng s dng cc h thng dch v cng trc tuyn trong hot ng
xut khu, 41% doanh nghip cho bit do h thng dch v cng trc tuyn hot ng khng
n nh, 35% doanh nghip cho bit cha c o to v thc hnh khai bo trn mi
trng trc tuyn, 32% doanh nghip la chn l do trnh t thc hin dch v cng trc
tuyn cha r rng.
L do doanh nghip khng s dng dch v cng trc tuyn
cho hot ng xut khu
2. nh gi hiu qu ca vic s dng dch v cng trc tuyn i vi lnh vc
xut khu
26% doanh nghip tham gia kho st nh gi dch v cng trc tuyn Rt hiu qu, 69%
nh gi Tng i hiu qu.
nh gi dch v cng trc tuyn i vi hot ng xut khu
69%
26%
5%
R t hi u qu
62
ng
i hi u qu
Khng hi u qu
CHNG V
Website cung c p d ch v
Website TM T bn hng
89%
Trong nhm website TMT bn hng, 93% l website bn hng trc tuyn, 7% website cn
li c thit lp vi mc ch gii thiu sn phm v dch v ca doanh nghip.
Phn loi website TMT bn hng
7%
Website bn hng tr c tuy n
Website gi i thi u s n ph m
93%
Trong nhm website cung cp dch v TMT, 92% l sn giao dch TMT, 15% l website
khuyn mi trc tuyn, 3% l website u gi trc tuyn.
Phn loi website cung cp dch v TMT
92%
15%
3%
Sn giao d ch TM T
64
Website khuy n m i tr c
tuy n
Website
u gi tr c tuy n
b. Phm vi hot ng
Cc website TMT c kho st ch yu tp trung ti 2 thnh ph ln l TP. H Ch Minh v
H Ni vi t l tng ng 44% v 40%, 16% website cn li hot ng ti cc a phng khc.
T l website TMT phn theo a phng
16%
40%
H N i
Thnh ph H Ch Minh
Khc
44%
Theo s liu kho st, 76% website c phm vi kinh doanh trn ton quc, 13% website kinh
doanh c trong nc v quc t, 8% website kinh doanh trong a bn tnh, thnh ph ni
thng nhn, t chc t tr s hoc c vn phng i din, 3% website kinh doanh ti th
trng nc ngoi.
Phm vi kinh doanh ca cc website tham gia kho st
3%
13% 8%
Trong t nh/thnh ph
Ton qu c
Qu c t
76%
C trong n
c v qu c t
6%
6%
7%
8%
9%
9%
10%
12%
14%
15%
16%
17%
17%
18%
20%
22%
65
3. Ngun vn u t
97% doanh nghip s hu website TMT tham gia kho st t b vn u t, 2% doanh
nghip c u t t ngun vn nc ngoi. Ch c 1% doanh nghip c u t t
ngun vn nh nc.
T l ngun vn u t cho website
1% 2%
V n doanh nghi p
Nh n
ut n
c ngoi
97%
Website
Cng ty CP Foody
foody.vn
giaohangnhanh.vn
haravan.com
sendo.vn
ticketbox.vn
Cng ty CP Tiki
tiki.vn
Cng ty CP V xe r
vexere.com
vietnamworks.com
websosanh.vn
4. Ngun nhn lc
Theo kho st, t l nhn vin kinh doanh chim 30% trong tng s nhn vin ca cc doanh
nghip hot ng trong lnh vc TMT. Nhn vin h tr in thoi/h tr trc tuyn
chim 20%, nhn vin giao hng chim 19%, nhn vin pht trin ng dng qua in thoi
di ng chim 9% trong tng s nhn vin ca cc doanh nghip ny.
T l phn b ngun nhn lc
30%
19%
17%
9%
66
20%
11%
Nhn vin kinh Nhn vin cng Nhn vin pht Nhn vin php Nhn vin giao Nhn vin h tr
doanh
ngh thng tin tri n ng d ng
l
hng
i n tho i; h tr
cho i n tho i
tr c tuy n
di ng
BO CO THNG MI IN T VIT NAM 2015
30%
Khng
C
70%
b. Qun l t hng
Hn 1/2 website TMT (t 52% ti 53%) c cung cp cc tnh nng xc nhn n hng qua
email, tin nhn, cng c gip lc/tm kim sn phm, tin ch gi hng. 49% website c cng
c qun l t hng gip khch hng d dng qun l, theo di cc n hng ca mnh. 5%
website cho php ti ng dng mua hng trn in thoi di ng.
Cc tin ch trn website TMT
Xc nh n
Gi hng
53%
L c/tm ki m s n ph m
53%
52%
t hng
49%
nh gi s n ph m
37%
Qu n l giao nh n, v n chuy n
18%
So snh s n ph m
11%
nh gi ng i bn, ng i mua
T i ng d ng mua hng trn thi t b di
ng
Cc ti n ch khc
9%
5%
4%
67
c. Tch hp mng x hi
Theo kt qu kho st, 62% website TMT c tch hp mng x hi, trong ch yu l
mng x hi Facebook (70%). Google Plus v Twitter l hai mng x hi t c tch hp
hn (chim t l tng ng 27% v 18%). 3% website tch hp cc mng x hi khc nh
LinkedIn, Instagram
T l website TMT c tch hp mng x hi
38%
Khng
C
62%
18%
27%
3%
Google plus
Khc
C
Khng
97%
68
in thoi l cng c h tr khch hng c s dng ph bin nht vi 90% doanh nghip
tham gia kho st c s dng. E-mail v t vn trc tuyn c t l doanh nghip la chn
tng ng l 63% v 60%.
Cc cng c h tr khch hng
90%
60%
63%
4%
i n tho i
T v n tr c tuy n
Khc
33%
T v n chuy n
57%
10%
Thu bn th 3
C hai hnh th c
23%
Khng
66%
Do ng
i bn quy
nh
69
25%
63%
Khng
Do ng
i bn quy
nh
C
Khng
82%
e. C ch v quy trnh r sot, kim duyt thng tin
70% website TMT c c ch, quy trnh r sot v kim duyt thng tin v sn phm/hng
ha/dch v trc khi ng ti trn website, 30% website TMT khng c c ch ny.
C ch v quy trnh r sot, kim duyt thng tin
30%
C
70%
Khng
g. Chnh sch bo v thng tin c nhn
89% website TMT c chnh sch bo v thng tin c nhn. Trong 79% website c cng
b chnh sch ny trn website.
70
C
Khng
89%
13%
Ban hnh chnh sch, Tri n khai gi i php Tri n khai quy trnh
quy nh c a cng ty k thu t, mua s m
m b o an ton
trang thi t b
thng tin
Khc
77%
64%
25%
2%
Thanh ton
Thanh ton khi
trc tip ti cng ty nh n hng (COD)
Thanh ton
trc tuyn
Thanh ton
chuyn khon
Hnh thc
thanh ton khc
71
i vi cc website c tch hp gii php thanh ton trc tuyn, cc nh cung cp dch v
trung gian thanh ton ph bin c doanh nghip la chn s dng l Bo Kim (40%),
Ngn lng (20%), One Pay (10%), BankNetVN (5%). 4% website la chn cng c v in
t quc t Paypal.
5 nh cung cp dch v trung gian thanh ton ph bin
40%
20%
10%
5%
B o Kim
Ngn L
ng
OnePay
Banknetvn
4%
Paypal
72
4%
5%
5%
6%
7%
7%
7%
10%
11%
14%
18%
15%
16%
14%
ng
24%
20%
i 10%
10%-30%
30%-50%
8%
11%
37%
Trn 50%
Khng xc
nh
d. T l n hng o
Trong s cc website TMT bn hng cho php t hng trc tuyn, t l n hng o trung
bnh chim khong 15%. y l nhng n hng khng xc nh c ngi mua do ngi
mua t hng vi thng tin sai, n hng b hy ngay sau khi t hng hoc ngi mua
khng tin hnh xc nhn n hng.
. Hiu qu kinh doanh
Tng doanh thu trong 10 thng u nm 2015 ca 839 website TMT bn hng tham gia
kho st c t 11.624 t ng. So vi nm 2014, doanh thu 10 thng u nm ca 875
website TMT bn hng tham gia kho st l 8.084 t ng.
73
2014
2015
Nm 2015, cc website TMT bn hng c doanh thu ln a phn thuc nhm website kinh
doanh cc mt hng nh: v my bay, in lnh, thit b gia dng, in t v k thut
s, thit b m thanh, hnh nh.
Cc website TMT tham gia kho st dn u v doanh thu bn hng
Tn n v
Website
vietnamairlines.com
thegioididong.com
esale.zing.vn
fptshop.com.vn
lazada.vn
nguyenkim.com
pico.vn
dienmaycholon.vn
hc.com.vn
phucanh.vn
23%
12%
My tnh,
Thi trang v
in thoi, thit b ph kin
vn phng
74
Dch v
bt ng sn
10%
Thc phm,
ung
8%
Dch v lu tr
v du lch
23%
18%
16%
Tr c ti p bn
hng ha, d ch v
Qu ng co
Thu ph % d a
trn n hng
Ph/Th
thnh vin
12%
806
2014
2015
75
Di y l cc website TMT tham gia kho st c doanh thu cao t hot ng cung cp
dch v TMT (s liu do doanh nghip cung cp).
Cc website tham gia kho st c doanh thu cao t hot ng
cung cp dch v TMT
Tn n v
Website
lazada.vn
chodientu.vn
hotdeal.vn
vatgia.com
enbac.com
rongbay.com
sendo.vn
cungmua.com
deca.vn
Cg ty TNHH Vin-Ecom
adayroi.com
1.181
960
2014
2015
hotdeal.vn
49%
19%
76
muachung.vn
cungmua.com
nhommua.com
Khc
Lng tin tit kim ca 30 website khuyn mi trc tuyn cho ngi tiu dng trong 10
thng u nm 2015 c t 319 t ng. Trong khi , lng tin tit kim ca 40 website
khuyn mi trc tuyn cho ngi tiu dng trong 10 thng u nm 2014 t 276 t ng.
Lng tin tit kim ca cc website khuyn mi trc tuyn (t ng)
319
276
2014
2015
mb o
ng vo ch t l
ng hng ha
Ngu n nhn l c ch a p ng yu c u
10%
15%
17%
20%
22%
25%
25%
31%
77
CHNG VI
THNG MI IN T TRN
NN TNG DI NG
43%
57%
Nam
N
47% ngi tham gia kho st c tui t 26 - 35 tui, 29% ngi tham gia kho st c
tui t 18 - 25 tui. Trn 55 tui chim t l 6% s ngi tham gia kho st.
tui ngi tham gia kho st
18%
18 - 25 tu i
6%
47%
26 - 35 tu i
36 - 55 tu i
Trn 55 tui
29%
93% ngi tham gia kho st cho bit c s hu t nht mt thit di di ng thng minh
(in thoi thng minh, my tnh bng, ng h thng minh). Trong s , 95% s hu cc
loi in thoi thng minh, 34% s hu my tnh bng.
T l ngi tham gia kho st s hu thit b di ng
Khng s d ng
ng h thng minh
7%
9%
My tnh b ng
i n tho i thng minh
80
34%
95%
T 6 gi - 8 gi l khong thi gian ngi tiu dng truy cp Internet bng cc thit b di
ng cao nht chim 59%.
Thi gian s dng cc loi thit b di ng truy cp Internet
i n tho i di
ng/My tnh b ng
41%
70%
59%
30%
6 gi - 8 gi
8 gi - 18 gi
My tnh
42%
44%
58%
56%
18 gi - 22 gi
Sau 22 gi
29%
t nh t 1 l n/tu n
24%
45%
t nh t 1 l n/ngy
12%
Khng s d ng
47% ngi tham gia kho st s dng thit b di ng tm kim thng tin v sn phm ti
ca hng, 25% tm kim thng tin qua bn b, 28% hi trc tip nhn vin bn hng.
Hnh thc tm kim thng tin v sn phm ti ca hng
47%
25%
S d ng thi t b di
ng
28%
81
Trong s 47% ngi s dng in thoi di ng tm kim thng tin khi mua sm ngay ti
ca hng, c 31% s dng thit b di ng t 10 - 20 pht, 30% s dng t 5 - 10 pht.
Thi gian trung bnh s dng thit b di ng tm kim thng tin ti ca hng
30%
31%
24%
15%
i 5 pht
Trn 20 pht
27%
73%
C
Ch a bao gi
ng
T 100.000 - 500.000
ng
i 100.000
ng
24%
36%
40%
Thao tc t hng c thc hin thng qua ng dng mua sm trn di ng hoc trn phin bn di
ng ca website TMT - khng bao gm t hng bng phng thc gi in thoi.
16
82
41%
12%
1%
3%
3%
4%
t v tr c tuy n
5%
7%
77%
83
75% doanh nghip c website phin bn dnh cho di ng, 29% doanh nghip ng dng nn
web (web-based application), 8% c ng dng dnh ring cho di ng (native application).
T l doanh nghip ng dng TMT trn nn tng di ng
i vi cc doanh nghip pht trin ng dng dnh ring cho di ng (native application)
kho ng dng ca Google l ni phn phi c a chung nht vi 47% s doanh nghip
s dng, 32% doanh nghip s dng Apple Store.
Kho ng dng di ng ph bin c doanh nghip s dng
47%
32%
20%
9%
Apple Store
Google Play
Blackberry World
52%
84
48%
C
Khng
b. C cu chi ph
Cc doanh nghip u t vo TMT trn nn tng di ng mi dng mc thm d, do
c cu u t cng thay i ty theo thi im. Ti thi im kho st, 67% doanh nghip
cho bit dnh di 20% tng ngun lc u t hot ng TMT u t pht trin TMT
trn nn tng di ng, 7% doanh nghip tp trung trn 50% tng s ngun lc pht trin
TMT trn nn tng di ng.
T l u t vo TMT trn nn tng di ng
67%
26%
7%
D
i 20%
T 20
n 50%
Trn 50%
23%
3%
D
i 20%
T 20% - 50%
Trn 50%
37% doanh nghip tham gia kho st cho bit c thc hin cc chng trnh khuyn mi
dnh ring cho khch hng s dng thit b di ng.
Khuyn mi dnh ring cho nn tng di ng
37%
63%
C
Khng
85
23%
3%
D
i 20%
T 20% - 50%
Trn 50%
Theo kt qu kho st, 77% doanh nghip cho php khch hng thc hin ton b qu trnh
mua sm trn thit b di ng (thng qua phin bn website dnh cho di ng hoc ng dng
di ng ci t trn my).
T l doanh nghip cho php khch hng thc hin ton b qu trnh mua sm
trn thit b di ng
23%
C
Khng
77%
21%
86
i 20%
T 20% - 50%
5%
Trn 50%
23 %
2%
T 20% - 50%
i 20%
Trn 50%
So snh tng quan trn tng thi gian khch hng truy cp h thng website/ng dng ca
doanh nghip qua cc phng tin khc nhau, 58% doanh nghip cho bit khi truy cp bng
thit b di ng khch hng ch lu li trn h thng khng qu 5 pht. Vi cc phin truy
cp c thi gian t 5 pht tr ln, khch hng c xu hng s dng my tnh bn hoc
my tnh xch tay nhiu hn thit b di ng.
Thi gian khch hng lu li trung bnh
58%
Trn thi t b di
ng
Trn my tnh
49%
28%
33%
11%
Di 5 pht
T 5 pht - 10 pht
12%
T 10 pht - 20 pht
3%
6%
Trn 20 pht
So snh t l khch hng cung cp phn hi hoc bnh lun v sn phm/dch v trn cc
loi nn tng di ng, phn hi qua website phin bn di ng nhiu hn phn hi qua ng
dng di ng, vi t l tng ng l 54% v 46%.
So snh t l phn hi trn cc loi nn tng di ng
46%
54%
87
Hi u qu cao
24%
Hi u qu
ng
i hi u qu
Hi u qu th p
Khng hi u qu
88
27%
27%
28%
8%
40%
10%
7%
8%
CHNG VII
O TO NGUN NHN LC
CHO THNG MI IN T
49
36
28
29
ih c
Cao
2010
2012
ng
2015
2012
4%
Cao
90
2015
61%
57%
10% 11%
ng ngh
70%
10%
Cao
ng
ih c
Sau
9%
8%
ih c
Mn TM T
10%
Chuyn ngnh TM T
Cc mn c lin quan
n TM T
6%
Ngnh TM T
5%
79%
74%
Gi ng vin chuyn ngnh khc
19%
2010
21%
2012
26%
2015
T l ging vin TMT trnh thc s l 74%, trnh tin s l 14%, trnh c nhn, k
s l 12%.
T l trnh ging vin o to TMT
12% 14%
Ti n s
Th c s
74%
C nhn/k s
91
3,6
3
2,35
c ngoi
Trong n
T bin so n
Khc
26,6% trng c tip nhn (tham kho hoc s dng) cc chng trnh hc ngn hn ca
nc ngoi nh Anh, c, Mvo chng trnh ging dy ca mnh.
T l trng tip nhn chng trnh ging dy ca cc nc pht trin
26,6%
24,8%
23,9%
12,8%
Ch
11,9%
ng trnh h c Ch ng trnh h c
ih c
sau i h c
Ni dung ph bin nht trong cc gio trnh, ti liu v TMT l Tng quan v tnh hnh
TMT, chim 95%. Cc ni dung khc nh: chnh sch php lut TMT (89%), an ninh, an
ton trong TMT (86%), giao dch TMT (83%).
Cc ni dung ph bin ca gio trnh TMT
T ng quan TM T
95%
89%
86%
Giao d ch trong TM T
Chi n l
83%
c, k ho ch, cch th c ng d ng TM T hi u qu
Cng ngh
81%
ng d ng trong TM T
78%
D n TM T
Khc
92
16%
5%
b. Thc hnh
Theo s liu kho st, 38,5% trng c tng s gi thc hnh cc mn TMT chim 30%
trn tng thi lng hon thnh tn ch mn hc, 27,1% trng dnh 20% thi lng thc
hnh, 18,8% trng dnh 10% gi thc hnh, 15,6% trng p dng thi gian thc hnh t
hn 10%.
T l gi thc hnh/tng thi lng tn ch
38,5%
27,1%
18,8%
30%
20%
10%
15,6%
i 10%
9%
8%
Internet/Online Media
Bn hng
Marketing
K ton/kim ton
Ngun: Vietnamworks.com
17
18
93
2. p ng ngun nhn lc
Theo kho st c thc hin ti Trng i hc Thng mi - mt trong nhiu trng c
o to ngnh TMT do Cc TMT v CNTT t chc s lng sinh vin 6 kha tt nghip
ngnh TMT ca trng ny l 1.623 ngi. Trong , 93% sinh vin ra trng tm c
vic lm ng chuyn ngnh o to.
S lng sinh vin tt nghip ngnh TMT qua cc nm
358
327
271
206
198
2009
2010
2011
263
2012
2013
2014
94
PH LC 1
TP. H Ch Minh
37%
H N i
H i Phng
N ng
35%
3. Thit b truy cp
Trong NMSTT 2015, my tnh bn/my tnh xch tay l cng c c ngi tiu dng s
dng truy cp nhiu nht vi t l 59%. Truy cp t in thoi di ng chim 33,8%, t
my tnh bng chim 7,2%.
95
Th ng k theo l
My tnh
t truy c p
i n tho i di
My tnh b ng
ng
My tnh
i n tho i di
My tnh b ng
7,2%
33,8%
Th ng k theo l
ng
8%
28%
59%
64%
28% khch hng truy cp trc tip vo h thng ca NMSTT, 33% truy cp t cc cng c
tm kim, 35% truy cp t bo in t.
35%
28%
33%
4%
Truy c p tr c ti p
M ng x h i/di n n
Bo i n t
Cng c tm ki m
19
96
170
35
i n my Thi t b
s
30
25
Th i
trang
23
12,5
Th thao/ Khc
i
Du l ch
dng
dng S c kh e Sch/
v hng m v b gia nh v lm
khng
p
Trong NMSTT nm nay, cc doanh nghip cho bit s lng n hng h nhn c tng
5 ln so vi ngy trung bnh trong nm. C th nhm doanh nghip c doanh s nh hn
100 triu ng/ngy c mc tng trng 3,72 ln, nhm doanh nghip c doanh s ln hn
500 triu ng/ngy c mc tng trng 3,81 ln. Nhm doanh nghip c doanh s t 100
triu 500 triu ng/ngy c mc tng trng l 6,03 ln.
T l n hng so vi ngy trung bnh ca doanh nghip
2014
3,25
2015
6,03
3,72
3,48
2,45
ng
ng
3,81
ng
3. Cc dch v h tr thng mi in t
a. Hnh thc thanh ton
thc y v gip ngi tiu dng ti Vit Nam tri nghim thanh ton trc tuyn, 8 ngn
hng trin khai hot ng h tr khuyn mi (cash back) cho ch th thanh ton trc tuyn
trong NMSTT 2015.
- S ngn hng tham gia khuyn mi cho ch th: 8 ngn hng (Vietinbank, Sacombank,
BIDV, Kin Long bank, Bo Vit bank, Maritime bank, Seabank, An Bnh bank)
- S n hng c hng khuyn mi khi giao dch qua ngn hng: 1.735
- Tng gi tr khuyn mi hon tin cho khch hng: 521.522.000 ng
- Tng s n hng thanh ton trc tuyn bng th ca 8 ngn hng: 26.615 giao dch, chim
76% s giao dch thanh ton trc tuyn bng th ca ton th trng trong ngy 4/12/2015.
- Tng s giao dch thanh ton trc tuyn c tnh ca 8 ngn hng tng 2,1 ln so vi ngy
bnh thng
97
4%
1,5%
Ti n m t khi
nh n hng
1,5%
Internet
Banking
0,5%
0,5%
Mobile Banking
Khc
52%
70%
Km
Trung bnh
39%
98
26%
9%
4%
2014
2015
T t
PH LC 2
CH S THNG MI IN T 201520
Tp.HCM 1
H N i 2
N ng 3
Bnh D ng 4
H i Phng 5
B R a - V ng Tu 6
ng Nai 7
B c Ninh 8
C n Th 9
Khnh Ha 10
Qu ng Ninh 11
H i D ng 12
TT.Hu 13
Ngh An 14
V nh Phc 15
Thanh Ha 16
Nam nh 17
Ninh Bnh 18
H ng Yn 19
B c Giang 20
Thi Nguyn 21
Bnh nh 22
H Nam 23
H T nh 24
Ty Ninh 25
Thi Bnh 26
Lm
ng 27
Qu ng Nam 28
Bnh Thu n 29
Lo Cai 30
Long An 31
Bnh Ph c 32
Ph Th 33
Qu ng Tr 34
k L k 35
B n Tre 36
Qu ng Ngi 37
Qu ng Bnh 38
Kin Giang 39
Ninh Thu n 40
An Giang 41
Ti n Giang 42
V nh Long 43
Ha Bnh 44
Ph Yn 45
ng Thp 46
Tr Vinh 47
Yn Bi 48
B c Liu 49
Kon Tum 50
Gia Lai 51
Sc Tr ng 52
C Mau 53
k Nng 54
L ng S n 55
Cao B ng 56
B c K n 57
H u Giang 58
Tuyn Quang 59
H Giang 60
i n Bin 61
Lai Chu 62
S n La 63
27,4
55,1
54,4
53,4
52,1
51,7
50,6
49,8
49
48
47,8
47,7
47,6
46,8
46,6
46,1
46,1
45,9
45,4
44,1
44,1
43,8
43,6
43,5
43,5
43
42,9
42,5
42,3
42,2
41,4
41,3
41,1
41
41
40,9
40,8
40,7
40,5
40,4
39,7
39,6
39,5
39,5
37,8
37,7
37,3
37,1
36,9
35,9
35,7
35,7
35,5
35,4
35,3
35,1
35
34,8
34,4
32,7
62,3
73,3
72
99
PH LC 3
B CNG THNG
B GIAO THNG
VN TI
B KHOA HC
V CNG NGH
B NNG NGHIP
V PHT TRIN
NNG THN
B TI NGUYN
V MI TRNG
B THNG TIN
V TRUYN THNG
Quy trnh Cp Giy php nhp khu thit b pht, thu pht sng v tuyn in
B VN HA,
Th tc nhp khu chi tr em thuc hng mc kim tra ca B Vn ha, Th thao
TH THAO V DU LCH v Du lch
B Y T
21
100