KHOA QUN TR KINH DOANH Mn : QUN TR GI

LP MG026_111_T01_1

ti :

Mi quan h gia gi v cnh tranh trong lnh vc hng khng.

GVHD: Ng Xun Bnh

Thnh ph H CH MINH , ngy 01 thng 12 nm 2011

Mc lc
Li m u:................................................................................................................3 1. a. b. C s phng php lun :............................................................................................3 L thuyt..............................................................................................................3 Cc nguyn tc nh gi.........................................................................................5

2. Khi qut v ngnh hng khng dn dng ca Vit Nam...........................6 a. S lc v Vit Nam Airlines........................................................................7 b. Cc loi v :.........................................................................................................9 Gh hng thng gia :Chin lc to ra s khc bit........................................................10 Gh hng ph thng :Chin lc dn u v th phn.......................................................12 3. So snh gia 2 hng v :..........................................................................................14 A. cc hng v ca VNA...............................................................................................14 B .so snh vi hng khc..............................................................................................15 a. b. c. 4. i th cnh tranh..............................................................................................15 chnh ph........................................................................................................16 khch hng......................................................................................................17

Gii php nhm a ra :.....................................................................................17

Kt lun :..................................................................................................................18 Ti liu tham kho:...................................................................................................19 Ti liu tham kho:

Li m u:
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Xy dng v qun l chin lc gi ng n l iu kin quan trng m bo doanh nghip c th xm nhp v chim lnh c th trng v hot ng kinh doanh c hiu qu cao.Gi l yu t duy nht to nn doanh thu cho doanh nghip trong cc bin s ca marketing mix. Tuy nhin gi c chu s tc ng ca rt nhiu yu t. V vy vic qun tr chin lc gi hp l i hi phi gii quyt nhiu vn nh :trc khi nh gi, cng ty phi quyt nh xem vi sn phm th mc tiu ca cng ty s l g? Th trng no s c chn lm th trng mc tiu v sn phm c nh v trn th trng ra sao, gp phi s cnh tranh nh th no? l nhng cu hi c t ra v nu tr li c nhng cu hi ny th chin lc phi hp marketing bao gm c gi c, s thc hin kh d dng. ng thi , cng ty cn c cc mc tiu khc na. khi mc tiu c xc nh r rng, vic nh gi cng d dng hn. Cc mc tiu ph bin l s tn ti, ti a ha li nhun, ti a ha th phn v dn u v cht lng sn phm. Trong thi i hin nay cnh tranh rt khc lit, cng ty gp rt nhiu kh khn v th mc tiu tn ti gn nh l mc tiu chnh yu.Cc cng ty khng ch gp phi s cnh tranh t cc i th bn ngoi m cn l s cnh tranh t cc b phn phng ban trong chnh cng ty ca mnh.V th h nh gi v a ra cc dch v km theo , sao cho c th tn ti v thu ht c khch hng . Trong bi tiu lun ny nhm s nghin cu v mi quan h gia cnh tranh v gi ca cc hng gh khc nhau ca hng hng khng quc gia Vit Nam Vietnam Airlines. Do thi gian nghin cu ti c hn v vic tm hiu thng tin cn gp nhiu hn ch nn bi tiu lun cn nhiu thiu st .Nhm mong nhn c li nhn xt v ng gp t c v cc bn bi tiu lun c th hon thin hn. 1. C s phng php lun :
a. L thuyt :Trc khi a sn phm ra th trng th mi doanh nghip u phi

nh gi cho n.Vic nh gi sn phm nh th no s ph thuc vo mc tiu ca doanh nghip.Cc mc tiu ca doanh nghip l : -Ti a ha li nhun -Dn u th phn -Dn u v cht lng sn phm Ngoi ra doanh nghip c th s dng gi t cc mc tiu khc nh : th nh gi thp ngn chn khng cho cc i th tham gia vo th trng hoc nh gi ngang i th n nh th trng. Gi c th a ra duy tr s trung thnh v ng h ca gii bn li hoc trnh s can thip ca chnh ph. Gi c th tm thi gim to s p ng nng nhit ca khch hng i vi mt sn phm hoc li ko thm nhiu khch hng n cc ca hiu bn l. Mt sn phm c th nh gi gip cho vic to
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doanh s ca nhng sn phm khc thuc mt hng ca cc cng ty. Nh th, vic nh gi c th ng vai tr quan trng trong vic hon thnh cc mc tiu ca cng ty nhiu mc khc nhau. Vi nhng mc tiu ring ca doanh nghip th vic nh gi s ph thuc vo: Cc yu t nh : nguyn vt liu, cng ngh sn xut, lao ng n quan h cung cu, xu hng tiu dng, chnh sch kinh t nh gi sn phm cn tc ng n nh v sn phm trn th trng. Gi c bin ng trong sut vng i sn phm v tr thnh c trng quan trng trong vic hoch nh chin lc marketing.Do vic nh gi l s la chn mc gi bn ca sn phm trn th trng. N c da trn s phn tch y quan h v cung cu, mc chi tr ca khch hng mc tiu. nh gi tng quan cht ch vi chin lc nh v ca doanh nghip. Chin lc nh gi gn nh l l mt b phn khng tch ri chin lc marketing. Cng sn phm, phn phi, chiu th, chin lc nh gi gip doanh nghip to mt nh v ph hp cho s pht trin lu di ca cng ty. Bn cnh gi b tc ng trc tip bi chnh sn phm,dch v ca doanh nghip.. xy dng chin lc gi ,thng thng, cc doanh nghip da trn sn phm m bo mc gi bn b p chi ph u vo v mc li nhun k vng. Tuy nhin, nu ch da trn sn phm, doanh nghip c th chu nhiu r ro khi gi nguyn vt liu bin ng nh gi xng tng cao, khch hng khng chp nhn gi do khng t c k vng v gi tr nhn c t sn phm. V l do nn mt s doanh nghip nh gi da vo khch hng: doanh nghip phi xc nh c khch hng mc tiu, hnh v tiu dng cng nh mc chi tr ca h. Nhng chnh khch hng li chu s chi phi ca cc yu t lin quan n kinh t v cc i th cnh tranh. Ngoi ra, vic xc nh ng phn khc khch hng mc tiu v thuc tnh ca n l mt vic cc k kh vi cc sn phm mi cha tng hin din trn th trng. Mt s doanh nghip cn nh gi da vo i th cnh tranh, doanh nghip s c nhng phn tch v sn phm, mc tiu marketing ngn hn hay di hn ca h v i th cnh tranh. Trn c s , gi mang tnh i trng hnh thnh. V d gi v hang khng chi ph thp ca Jetstar lun thp hn gi v cng loi cc hng hng khng khc Ngoi ra, chin lc gi cn c th xut pht t yu t kinh t: Lm pht, xu hng tiu dng, chnh sch qun l.. u l nhng c s quan trng nh gi sn phm.V d t u nm 2008, chinh ph ra ch trng kch cu tiu dng vi s ng h ca hng lot doanh nghip. Ngay lp tc, cc mt hng thi nhau gim gi khong 3040% so vi lc trc, mnh nht l mt hng in t tiu dng.Chin lc gi cn bin ng theo thi gian, theo vng i sn phm. Mt sn phm mi hin din trn th trng c tnh t ph thng c nh gi cao. Bi l, nh sn xut nhm vo i tng sn sng m hu bao c lm ngi tin phong.Khi sn phm bc qua giai on bo
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ha, gi c c xu hng gim c thm khch hng v i u vi cc sn phm thay th khc.

b. Cc nguyn tc nh gi

Chin lc gi l s kt hp ca cc phn tch trn v xoay quanh hai kha cnh: Gi c v gi tr. Gi c i din cho chi ph to nn sn phm (gc ngi bn). Gi tr l s chp nhn t ngi mua v rt kh nh gi v mc tha mn tiu dng thay i theo thi gian v mang tnh c bit. Thch thc ln nht ca chin lc nh gi l gi c v gi tr phi gp nhau v c tnh bn vng. C nh th, doanh nghip v ngi tiu dng mi c c hi tng tc lu di. c th xy dng mt chin lng gi ph hp, doanh nghip cn:
Xy dng chin lc gi ph hp vi mc tiu chin lc ca cng ty. y l yu

cu bt bin ca vic nh gi. Phn tch khch hng i th cnh tranh, tnh hnh kinh t phi c thc hin nghim tc v khch quan nht. Cp nht bin ng th trng, sc cnh tranh c chin lc gi ph hp Lin tc o lng bin ng doanh s, sc mua, mc chi tr, tha mn ca khch hng sau mi t iu chnh gi c chin lc ph hp

Gi c ca i th cnh tranh v phn ng ca h v gi nh hng khng nh n vic nh gi ca doanh nghip. Ngi tiu dng thng nh gi v gi tr v gi c ca mt sn phm da trn nhng gi c v gi tr ca sn phm tng ng. Do chin lc nh gi ca doanh nghip cng c th nh hng ln n s cnh tranh. Mt chin lc gi cao, mc li cao, c th thu ht s cnh tranh, trong khi mt chin lc gi thp, mc li thp c th lm nn cc i th cnh tranh hay lm h rt lui khi th trng. Mt khi doanh nghip bit r v gi c v s cng hin ca nhng i th cnh tranh, doanh nghip c th s dng n nh mt im nh hng cho vic nh gi ca mnh. Nu sn phm ca mnh tng t sn phm ca mt i th quan trng th doanh nghip phi gi sao cho st gi vi i th, nu khng th doanh nghip s b mt doanh s. Nhng nu sn phm ca mnh tuyt hn, doanh nghip c th gi cao hn i th. Tuy nhin, cng ty phi thc c rng cc i th cnh tranh cng c th thay i gi ca h i ph li vi gi ca doanh nghip. V vy v c bn, doanh nghip
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nn nh v sn phm ca mnh tng quan vi sn phm ca i th cnh tranh.T mi bn s c nhng li th nht nh nhm thu ht khch hng v khng nh c v tr ca mnh. Vic cnh tranh qu gay gt c th gy nn nhng tn hi cho doanh nghip m i khi khng gii quyt tt s c th to ra nhng tn tht khng ng c trong ni b doanh nghip. Trong bi tiu lun ny nhm s tp trung nghin cu v mi quan h gia cnh tranh v gi trong lnh vc hng khng dn dng ca hng hng khng Vit Nam Airlines 1. Khi qut v ngnh hng khng dn dng ca Vit Nam Sau giai on khng hong kinh t th gii 2008-2009, th trng hng khng quc t ni chung v th trng hng khng VN c s hi phc nhanh chng, to ra s tng trng ng k . c bit trong nhng nm gn y, ngnh hng khng pht trin nhanh chng ti Vit Nam. n cui nm 2010, c 47 hng hng khng t 22 quc gia v vng lnh th khai thc cc chuyn bay n Vit Nam. S lng hnh khch tng hn hai triu ngi mi nm, vi 21 triu lt khch trong nc v vn chuyn quc t t 10,7 triu lt khch trong nm 2010 . Ring i vi Vit Nam hin c 7 hng hng khng khai thc gm : Vit Nam Airlines , Jetstart Pacific Airlines , Air Mekong , VASCO (l mt cng ty con ca Vit Nam Airlines c thnh lp vo nm 1987 n nm 2004 th hot ng c lp vi VNA) , Indochina Airlines , VietJetAir v Vietstar Airlines. Vit Nam hin nay c 22 sn bay dn dng, bao gm 8 sn bay quc t v 14 sn bay a phng. Trong s ny, ch c Ni Bi v Tn Sn Nht hot ng cc chuyn bay quc t thng xuyn. Tt c cc sn bay c qun l bi ba cm cng hng khng min Bc (NAA) 6 sn bay, min Trung (MAA) 7 sn bay v Min Nam (SAA) 9 sn bay. Theo k hoch pht trin di hn ca Vit Nam, nm 2030 ngnh hng khng ca t nc s cn khong 20,5 t USD u t p ng nhu cu tng i vi vn ti hng khng. Trong s ny, khong 40% s c chi tiu vo c s h tng. Hin nay, ngn sch ca chnh ph ch c th p ng khong 20% tng mc u t cn thit cho ngnh hng khng .T nm 2005 n 2010, Vit Nam u t hn US $ 1,3 t ng m rng sn bay, hin i ha to ra mt mng li hot ng hiu qu cho cc sn bay ni a. a. S lc v Vit Nam Airlines. Phn tch SWOT i vi hng hng khng Airlines .

(S) im mnh :
Vit Nam Airlines c s hu thun ln t chnh ph t c mng li ng bay tri khp ton quc v toan cu; c s h tr ca h thng mt t, sn bay, kho bi, xng du ;c c quyn mt s ng bay ni a; c ph ph nhin liu khi gi xng du qu cao.
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 Thng hiu c bit n nhiu ; ti chnh ln, i hnh my bay hin i , a dng to cho Vit Nam Airlines th mnh v thng hiu v uy tn . L thnh vin cua Skyteam (2009) to c hi cho Vit Nam Airlines cng c uy tn v cht lng quc t ,pht trin ra th trng quc t . Hp tc vi Vietcombank. (W) im yu : Gi v my bay thng cao hn cc hng khc C ch iu hnh nh nc khin th tc chm tr , ph thuc v khng minh bch trong thu chi Mang li bn v qua mng cha hon thin lm Nhiu than phin v s tr hon cc chuyn bay (O) C hi : S hu thun ca Chnh ph s gip Vit Nam Airlines m rng ra quc t Mc sng ca ngi dn ngy cang tng,nhu cu i lai bng hng khng cung tng ph hp vi xu hng toan cu ha . (T) Nguy c : Vit Nam Airlines ang b cnh tranh gay gt vi cc hng hng khng nh Jetstart Pacific Airlines Hang hng khng chi ph thp , air M Cng , VietJetAir v Vietstar Airlines Vi nhng th mnh,im yu, c hi v thch thc trn Vit Nam Airlines c nh gi l hng hng khng 3 sao v ng th 85 so vi cc hng hng khng quc t ( theo Skytrax). L mt hng hng khng thuc s hu ca nh nc ,Vit Nam Airline th hin vai tr anh c trong ngnh hng khng Vit Nam bng vic lun gi v tr thng lnh th trng vi th phn khong 70%. u nhng nm 1980 vic gim ng k vin tr nc ngoi dn n mt cuc khng hong cho Cc Hng khng VN, nhn thy mnh khng th thay th cc my bay c trong cng mt thi im khi nhu cu vn ti hng khng ngy cng tng.Hn na, do nhiu nm tp trung vo chc nng qun s dn n gim hiu qu c v kinh t ln nhn s. gii quyt tnh trng ny Cc Hng khng VN tin hnh chuyn i c cu t chc , ti tp trung sa cha v bo tr thit b. Hai nhim v chnh c t ra cho cc ngnh hng khng dn dng l vn ti hng khng v dch v hng khng. Theo qu trnh chuyn i,thng 2 nm 1990 Cc Hng khng VN c chuyn giao t B Quc phng sang B Giao thng vn ti v Truyn thng. Sau mt chng trnh ti c cu, Hng hng khng Quc gia Vit Nam chnh thc tch ra t Cc Hng khng VN vo nm 1993, tr thnh mt doanh nghip nh nc. Nm 1996, n kt
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hp vi 20 doanh nghip hot ng kinh doanh dch v hng khng,ly Vit Nam Airlines lm nng ct. Ngy 20/10/2002 Vit Nam Airlines gii thiu biu tng mi Bng Sen Vng th hin s pht trin ca Vit Nam Airlines tr thnh hng hng khng c tm c v bn sc khu vc v trn th gii . y l s khi u cho chng trnh nh hng ton din v chin lc thng hiu ca Vit Nam Airlines kt hp vi nhng ci tin vt tri v cht lng dch v , m rng mng li ng bay v nng cp i bay . Thng 10/2003 , Vit Nam Airlines tip nhn v ua vo khai thc chic my bay hin i vi nhiu tnh nng u vit Boeing 777 u tin trong s 6 chic Boeing t mua ca hng my bay Boeing M, nh du chng trnh hin i ha i bay .Ba nm sau Vit Nam Airlines tr thnh mt trong nhng hng hng khng c i bay tr v hin i trong khu vc . Trong 15 nm qua , vi tc tng trng trung bnh hn 10%/nm ( tr giai on khng hong kinh t chu nm 1997 ) ,Tng cng ty hng khng khng ngng ln mnh v vn ln tr thnh hng hng khng c uy tn trong khu vc Chu . Nm 2006 ,sau khi t c chng ch v an ton khai thc ca Hip hi Vn ti Hng khng Quc t (IATA) , Vit Nam Airlines chnh thc tr thnh thnh vin ca hip hi Vn ti Hng khng Quc t v khng nh cht lng dch v ca mnh mang tiu chun quc t . Nm 2009 n lc p ng cc yu cu gia nhp Lin minh hng khng ton cu Skyteam v c chnh thc cng nhn l thnh vin th 10 ca Lin minh vo ngy 10/6/2010,s kin ny nh du mt kh nng theo ui mt s hi nhp quc t su rng hn . Trong nm 2010 Vit Nam Airlines c nhng nh hng pht trin nhm chim lnh th trng quc t, nh tng khai thc ti a cc chuyn bay ti Php , c , Tokyo ( Nht Bn ) ,cung ng mnh trn cc ng bay ti Hn Quc , Trung Quc , Hng Cng , Singapore ... vi mt i ng nhn vin ng o (khong 9.260 nhn vin v 400 phi cng) v i tu bay mi , hin i gm 10 chic B777 , 10 my bay A330 , 31 my bay A320/A321 chim 60% (42 tu bay trn tng s 69 tu ).Nm 2010 hng khai thc quc t vi 43 ng bay quc t n 15 quc gia v vng lnh th . to tin cho s pht trin bn vng trong tng lai, Vietnam Airlines thc hin chin lc pht trin i bay theo hng u tin la chn nhng chng loi my bay s dng cng ngh tin tin trong ngnh hng khng dn dng th gii. Lin tip trong cc nm va qua, hng tin hnh t mua mi, nng cp i my bay hin ti nhm p ng mc tiu tr thnh hng hng khng ln trong khu vc, m rng i bay ln 115 chic vo nm 2015 v 170 chic vo nm 2020 vi nhiu loi my bay cng ngh tin tin, tit kim nhim liu v thn thin vi mi trng nh Airbus A350XWB, Boeing 787 a. Cc loi v :
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Vi mc tiu ca mnh Vietnam Airlines ang ngy cng hon thin v dn khng nh c v th ca mnh.L hng hng khng s mt ca Vit Nam ,c v tr cao trong khu vc v ang vn mnh ra vi th gii, Vietnam Airlines ang c nhng s thay i ng k v cht lng v phong cch phc v vi phng chm mang vn ha Vit Nam n vi bn b nm chu. Hin nay Vietnam Airlines c 2 hng v ph bin l hng v thng gia v hng v ph thng.Mi hng v cn c nhng mc gi khc nhau v c nhng dch v km theo khc nhau.Tuy nhin vn cha c nhng quy nh c th cho tng loi v v vy i khi c nhng xung t xy ra trong vic phc v nhng khch hng c th.T khin cho s khng hi lng ca khch hng xy ra khi m h phi tr gi cao hn nhng khng c phc v tt hn. Ta c bng gi mt s chng bay, hng gh v cc loi v vi tng hng gh ca Vietnam Airlines:

Chng bay

Hng Thng gia Thng gia linh hot Linh hot KH K

Hng ph thng Bn linh hot LPX MPX Ph thng tit kim RPX QPX Khuyn mi c bit EPX PPX

Loi gi CH C D

Cc chng i v n TP ng Hi ng Hi TP H Ch Minh ng Hi - H Ni 3.400.00 0 3.000.00 0 1.909.00 0 1.100.00 0 1.800.00 0 1.000.00 0 1.650.00 0 900.000 1.500.00 0 800.000 1.350.00 0 700.000 1.200.00 1.050.000 0 600.000 500.000

Cc chng khc H Ni - TP H Ch Minh Nng/ Hu - TP H Ch Minh Nng/ Hu - H Ni Nng - Nha Trang Nng - Lt/ Hi Phng Nng Pleiku/ Bun M Thut 5.000.00 0 2.900.00 0 4.400.00 0 2.500.00 0 2.500.00 0 2.500.00 0 2.500.00 0 3.800.00 0 2.100.00 0 2.100.00 0 2.100.00 0 2.100.00 0 2.227.00 0 1.481.00 0 2.227.00 0 1.481.00 0 1.481.00 0 1.481.00 0 1.481.00 0 1.100.00 2.050.00 0 1.350.00 0 1.350.00 0 1.350.00 0 1.350.00 0 1.000.00 1.850.00 0 1.200.00 0 1.200.00 0 1.200.00 0 1.200.00 0 900.000 1.650.00 0 1.050.00 0 1.050.00 0 1.050.00 0 800.000 1.450.00 0 900.000 900.000 900.000 700.000 1.250.00 0 750.000 750.000 750.000 600.000 1.050.000 600.000 600.000 600.000 500.000

0 Nha Trang/ Lt - TP H Ch Minh Pleiku/ Bun M Thut - TP H Ch Minh Qui Nhn - TP H Ch Minh Tuy Ha - TP H Ch Minh Nha Trang - H Ni Bun M Thut/ Lt/ Tuy Ha - H Ni Qui Nhn/ Pleiku - H Ni Chu Lai TP H Ch Minh Chu Lai H Ni 2.200.00 0 2.200.00 0 1.900.00 0 1.900.00 0 1.900.00 0 4.400.00 0 3.800.00 0 3.400.00 0 2.500.00 0 1.600.00 0 1.600.00 0 1.600.00 0 3.800.00 0 3.200.00 0 3.000.00 0 2.100.00 0 1.100.00 0 1.100.00 0 1.100.00 0 1.100.00 0 1.100.00 0 1.100.00 0 2.227.00 0 2.227.00 0 1.909.00 0 1.481.00 0

0 1.000.00 0 1.000.00 0 1.000.00 0 1.000.00 0 2.050.00 0 2.050.00 0 1.800.00 0 1.350.00 0 900.000 900.000 900.000 1.850.00 0 1.850.00 0 1.650.00 0 1.200.00 0 800.000 800.000 800.000 800.000 1.650.00 0 1.650.00 0 1.500.00 0 1.050.00 0 1.050.00 0 1.450.00 0 1.450.00 0 1.350.00 0 900.000 1.250.00 0 1.250.00 0 1.200.00 0 750.000 1.050.000 1.050.000 1.050.000 600.000 700.000 700.000 700.000 600.000 600.000 600.000 500.000 500.000 500.000

1.481.00 1.350.00 0 0

T bng ta thy vi mi hng gh khc nhau li c mt mc gi c th khc nhau. Chng ta cng tm hiu xem ti sao li c nhng s khc nhau nh vy v chin lc gi m Vietnam Airlines a ra c thc s hp l? Gh hng thng gia :Chin lc to ra s khc bit

Vi chin lc ny Vietnam Airlines a ra mt gi dch v mang nhiu u th v c nhng im khc bit so vi i th cnh tranh. Gh ngi : Hng thng gia trn my bay Boeing 777 c thit k sang trng, tin nghi . Khoang hnh khch rng ri ch vi 25 gh.Khong cch gia hai hng gh rng 1,49m.Cc gh ngi iu khin bng in rng 0,5m c ta u xoay 6 hng, da lng thay i c ng v gi chn c th nng ln h xung theo yu cu. Sut n ung : Hnh khch c th la chn phong cch m thc hoc u c ch bin theo nhng cng thc chun mc t nhng thc phm c cht lng vi thng hiu tt nht.ng thi Vit Nam Airline cng gii thiu n hnh khch nhng nt
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vn ha truyn thng, m thc ca Vit Nam v cc quc gia trn th gii qua nhng mn n phong ph . Cac chuyn bay ni a v quc t co thi gian bay trn 60 phut, tuy tng chng bay cu th hnh khch s c phuc vu cc sut n nh. Ba n nng c phc v cho nhng chuyn bay trn 02 ting. c bit trn cc chng bay n hoc xut pht t Chu u, Nht Bn, Hn Quc v c .Khi c nhu cu, Qu khch cn ng k sut n c bit v c xc nhn kh nng cung ng ca Vietnam Airlines khi mua v hoc t ch t nht 24 gi trc chuyn bay . ung Ty vo chng bay v thi gian bay, Qu khch s c phc v ru mnh, ru vang, ru sm-panh, bia, nc qu, nc ngt c ga, nc khong, tr, c ph. Cc iu kin v gi v : Thi hn dng ti thiu Khng p dng Thi hn dng ti a 12 thng Thay i chuyn bay, ngy bay Min ph Thay i hnh trnh Phi tr chnh lch gia gi v ca hnh trnh mi v hnh trnh hin ti Thay i tn Khng c php Hon v Thu ph 10% Tiu chun hnh l k gi : Trong Chu : 30kg i n chu u / c : 40kg i dn chu M : 23kg Ngoi ra hnh khch i hng thng gia cn c c phng ch ring, c ln my bay sau v xung trc. Khi trn my bay th c mt khoang ring bit vi 25 gh ngi. Chnh sch nh gi ca v my bay hng thng gia t c mt s thnh cng nht nh. V y l hng v c mt s c im ni bt v c u th. Khch hng khng ch cn c vo gi m cn l s khc bit m sn phm to ra v nhng gi tr m sn phm mang li. V th hin mt hnh nh khch hng cao cp, to c s t tin v ng cp ca khch hng nn Vietnam Airlines nh gi cho phn khc ny cao hn v hng ti mt b phn khch hng ring bit khng quan tm nhiu ti vn gi c. Mc gi tuy c cao nhng v khng c s cnh tranh trong ni a nn khch hng khng c c s so snh gi. V vy khch hng s vn chp nhn i th hin nhu cu hnh nh. Gh hng ph thng :Chin lc dn u v th phn

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y l phn khc chnh ca Vietnam Airlines. C s lng hnh khch rt ng v to nn phn ln thu nhp cho hng. Vi mc gi trung bnh ,cc dich v c phc v gn nh ngang vi hng v thng gia v cc ch v an ton cao hn cc hng hng khng gi r nn thu ht c rt nhiu khch hng. Cc iu kin gi v :
Gi ph thng linh hot : Ngoi vic hon v hnh khach phi tr 15% ph hon

v trn mi tm v ,cc iu kin khc ging nh v hng thng gia.

Gi ph thng bn linh hot: Hnh khch phi tr 25% ph hon v trn mi tm

v v vic nng hng gh ngi s phi tr phi l 150.000 VN Hnh khch phi tr chnh lch gia gi v mi v gi v hng ph thng linh hot hoc hng thng gia Gi ph thng tit kim

Hng t ch Ph thng Thi hn dng ti thiu Khng p dng Thi hn dng ti a 12 thng Thay i chuyn bay, ngy bay Thu ph 150.000 VN Thay i hnh trnh Khng c php Thay i tn Khng c php Hon v Thu ph 25% Nng hng Thu ph 150.000 VN Hnh khch phi tr chnh lch gia gi v gi v hng ph thng linh hot hoc hng thng gia Gi khuyn mi c bit Hng t ch Ph thng Thi hn dng ti thiu Khng p dng Thi hn dng ti a 12 thng Thay i chuyn bay, ngy bay Khng c php Thay i hnh trnh Khng c php Thay i tn Khng c php Hon v Khng c php Tiu chun hnh l k gi : Trong Chu : 20kg i n chu u c : ph thng c bit : 40kg Ph thng : 30kg
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i n chu M : 23kg y l khoang v hng trung bnh v mc v m mi khch hng phi tr ph thuc vo rt nhiu yu t khc nhau. C th cng mt chuyn bay, cng mt hng gh m mc gi phi tr ca mi hnh khch l khc nhau. iu ph thuc vo : V mua sm hay mun : Gi v mua rt sm trc ngy, gi khi hnh bao gi cng r hn nhiu so vi v mua cn ngy my bay ct cnh. Quy nh v i ngy, hon v, thay i l trnh bay. Quy nh thi hn ca v. Quy nh v nng hng v (upgrading), gia hn v (extention). Quy nh v tnh im (miles eligible) i vi hnh khch c th hi vin chng trnh Hnh khch bay thng xuyn (Frequent Flyers). Quy nh v s dng im cho nhng dch v khc trn chuyn bay (miles to redeem). Quy nh v chuyn nhng (endorsable). Tuy nhin c iu lu l: Khng c chuyn chuyn nhng v t c nhn ny sang c nhn khc m ch l s chuyn nhng gia cc nh vn chuyn. Vic chuyn nhng ny phi c s can thip trc tip gia cc hng hng khng vi nhau, hnh khch khng th t mnh lin h v gii quyt c vic ny. T cc quy nh nn c th cng mt hng gh ph thng m li c nhng gi v khuyn mi. Mc d chi ph khng gim nhng khi s hnh khch trn mi chuyn bay cho lng d kin v trang tri chi ph m vn cn d gh th hng c th bn gim gi cho nhng ci gh v s to thm thu nhp cho hng. V th trong mi chuyn bay thng c cc loi v my bay khuyn mi.
1. So snh gia 2 hng v :

A. cc hng v ca VNA Qua cc yu t trn ta thy Vietnam Airlines phn khc gi c theo c tnh sn phm. Vi gh ngi hng thng gia c nhiu u im hn nn c nh gi cao hn. Tuy nhin v Vit Nam hin nay khng c hng hng khng no cung cp v my bay hng thng gia nh Vietnam Airlines nn khng c mc gi tham kho cho khch hng i my bay. Thm vo v my bay hng thng gia d gi c th gp i hoc gp ri hng ph thng nhng vn cha th hin c nhiu u th ca n so vi v my bay hng ph thng c bit .V iu c th dn ti vic gim lng khch hng s dng v hng thng gia. Vi nhng u th ring ca mnh v v tr ngi, c bit l ch c 25 gh nn VNA c coi l c quyn hon ton trn th trng v hng gh thng gia. T nguyn nhn dn ti vic hng khng ch trng ti khch hng khi h s dng hng gh ny. Nu khch hang mun th hin ng cp th la chn ch hng cng khng c s phc v no c bit hn so vi hng ph thng c bit.
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 Tuy nhin khi a ra chin lc cho hng gh thng gia VNA vn cha thc s t c thnh cng nh nhng g ra ban u. Ti Vit Nam hin nay VNA vn ang cn c quyn v c nh nc bo h rt nhiu nhm trnh cc cnh tranh t cc i th n t nc ngoi. V th nn hng gh thng gia vn c ngi ta s dng th hin nhu cu hnh nh. Nhng so vi cc hng gh thng g ca cc hng khc trong khu vc th gh hng thng g ca VNA cn thua km rt nhiu. Ta c th ly v d nh: Trn tu bay ch khch hng mua v hng thng gia ca hng hng khng Thaiairways th khch hng c hng khoang tch bit, vi hai ch ngi ngang nhau. Trn cc chuyn bay ng di, mi c ci t ch mi cung cp 60 inch (nm feet) khng gian rng hn, vi 170 ca gh ng ng. Mi gh in iu khin c trang b in thoi v cm in my tnh xch tay . Cc Audio Visual Trn h thng tng tc cung cp cho nhu cu gii tr hng trm knh, cho phim, thng tin, m nhc v tr chi. Hoc ta c th ly v d khc nh vi British Airways khi mua v hng thng gia khch hng c th c chn m, gi m v gh c th ng ra thnh ging, hnh khch i my bay c th ng ngon lnh c ch chn v ngn t c nhn... l hng gh thng gia ca cc hng my bay khc trong khu vc v trn quc t. Vi mc gi chnh lch khng nhiu, gi v ca VNA i khi cn t hn t 10 n 20 USD so vi cc hng khc trn cng mt chng bay nhng s phc v ca VNA th khng th so snh c vi cc hng my bay . Bn cnh vic phc v gia hai hng gh ca VNA cng khng c nhiu s khc bit. Cng mt i tip vin, phc v trn c 2 khoang nn vic c x vi khch hng l gn nh ging nhau khng tnh n yu t rng khch hng chu b ra chi ph cao hn th phi c phc v tt hn. Yu t tip theo l vic Vietnam Airlines kt hp hai chin lc khc nhau cho gi v ca mnh. Vic kt hp ny s rt thun li nu hng c nhng cch tip cn v qun l khc nhau, nhng k nng khc nhau v nhng ngun lc khc nhau. Tuy nhin y u l cc hng v ca cng mt chuyn bay. S khc bit v cht lc khng c nhiu m li c s khc bit ln v gi c. Do khu qun l khng tt nn khi nh gi cho tng loi v VNA khng thnh cng. Vic nh gi khng ch ph thuc vo v tr ch ngi tt trn my bay m cn l s phc v ca nhn vin. iu ny b phn nn rt nhiu v VNA nn t sa i t hon thin hn. B .so snh vi hng khc l hng gh thng gia, gi ta s cng tm hiu xem iu g lm nh hng ti gi v khuyn mi ca VNA.
a. i th cnh tranh

Trong iu kin nhu cu i li trn cc tuyn hng khng ni a cng nh quc t tng cao, th gi c l v kh m cc hng hng khng la chn cnh tranh vi nhau nhm

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ginh khch hng. y chnh l chin lc m mt s hng hng khng chi ph thp Vit Nam d chn nhm thu ht khch hng. Cc hng hng khng gi r khng cung cp n, thc ung v mt s dch v.Ngoi ra, gim gi v trong khi vn m bo li nhun, h cn gim thiu chi ph vn hnh , khong cch gia cc gh c thu hp nhm tng thm s lng hnh khch cho mi chuyn bay, ct ngn thi gian phc v mt t c th tng thm chuyn bay trong ngy. Cc hng ny cng p dng bin php ng b ha cc chng loi my bay nhm gim chi ph sa cha, bo dng . Bn cnh nhng cch hn ch ti a chi ph, cc hng hng khng gi r cn ngh ra khng t chiu thu ph ph nhm b p nhng khon thm ht doanh thu nh thu ph i v sinh , thit k li bung v sinh cho nhng ngi ht thc l ... Theo tnh ton th cc hng hng khng t vn kh c th tn ti, nhng h vn c mt cch c li, l "bn mnh" cho nc ngoi. Bng chng l nm 2004, Pacific Airlines c vn m c 300 t VN nhng vn c nh gi ti 150 triu USD khi bn c phn cho Qantas (Australia) tr thnh JPA ngy nay. T u nm n nay, vn chuyn hnh khch ca JPA tng 30%, h s s dng gh ca mt cng t mc rt cao nhng ngun thu vn khng chi do cc cuc ua gim gi v, thm ch bn v di gi thnh din ra lin tip. Cng ty m Qantas vi tim lc, ting tm gp 10 ln VNA chi tin "khng" JPA bn v gi "khng tng" v m rng cc dch v mt t C v mc ch ca JPA l qung b thng hiu xuyn chu , gom khch cho mng quc t ca Qantas ch khng phi nhm vo li li trc tip. Jetstart Pacific Airlines tuy ch l hng hng khng nh nhng chin lc cnh tranh gi r ca hng ny c nhng tc ng n chnh sch gi ca VNA . Lc ny gi v khuyn mi ca VNA r hn c th cnh tranh c, cc iu kin cn thng thong v d chu hn, cht lng dch v cng c ci thin hn. Tuy nhin khng t khch hng vn i tm hng khng gi r. y c th l mt thnh cng trong khu tip th ca my bay gi r, t yu t ny Vietnam Airlines nn c nhng hnh ng tch cc hn v phi nhn li mnh. Trong bi cnh cnh tranh gi gay gt nh vy, Vietnam Airlines kt hp hai chin lc khc nhau cho gi v ca mnh , linh hot a ra cc mc gi khc nhau trn cng mt ng bay v thc hin cc gi khuyn mi, theo gi v c th gim ti 50% chi ph .Vic kt hp ny to thun li cho khch hng c th la chn nhiu mc gi khc nhau sao cho ph hp vi iu kin kinh t ca mnh.y l cch nh gi c cc hng hng khng truyn thng nh Vit Nam Airlines la chn cnh tranh vi cc hng hng khng c chi ph thp . b. chnh ph Cuc khng hong ti chnh v suy gim kinh t ton cu nm 2009, s xut hin cc gi kch cu ang ph bin cc quc gia vi quy m ngy cng ln . Vit Nam gi kch cu th nht tr gi 17. 000 t ng lm tng lng tin ca cc doanh nghip vo trch nhim ca Nh nc trong vic h tr cc doanh nghip ang gp kh khn, cng nh tin vo trin vng th trng v mi trng u t trong nc.
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Khi chnh ph a ra cc gi kch cu ny th cc hng hng khng ni a nh Air M Cng, VASCO cng v ang n lc kch cu du lch n nhng hn o vng bng cc ng bay ni cc trung tm th ln vi cc o t thng 4/2011. V d : Hng hng khng Vasco khai trng ng bay gia Cn Th - Cn o. Gim c Vasco - ng Bi Ngc Hong khng nh vi bo gii: Qua kho st, Vasco nhn thy nhu cu khch i t cc tnh BSCL n Cn o du lch v thm ving l rt ln. Do vy Vasco s khai thc ng bay Cn Th - Cn o thng xuyn v s tng tn sut bay ty theo nhu cu th trng. Trong thi gian u, hng n nh gi v l 830.000 ng/ngi/lt. Mt khc, Vasco l cng ty con ca Vietnam Airlines. Vic ni di mng bay vi Vietnam Airlines cng l cch pht trin sn phm du lch theo chui, ko di im n cho cc tour du lch.
c. khch hng

Vi cc chin lc v gi kh a dng , kt hp vi s c quyn mt s chuyn bay ni a v kinh nghim lu nm v th trng hng khng Vit Nam , Vit Nam Airlines hu nh khng c i th . Vic ny dn n mt thi cnh tranh khng lnh mnh i vi cc hng hng khng cn non tr Vit Nam nh Jetstar ,Air M Cng ,VietJetAir v Vietstar Airlines . V vic ny ch gy thit hi cho khch hng ni a, nhng ngi ng ra s c hng gi v my bay thp hn khi khng c c quyn v hng khng . V th mt cu hi c t ra l c nn tng s lng cc hng hng khng ni a Vit Nam hay khng ?Trong khi Jetstar c cng ty m Quantas u t mt khi lng vn khng l nhm thu ht th phn v pha mnh v mi y VietJetAir mt hng hng khng gi r Vit Nam, cng lin doanh vi Hng hng khng AirAsia, mt hng ng cp quc t ,theo tha thun AirAsia tham gia u t gp vn vo VietJet Air vi t l l 30%.D kin VietJetAir s khai thc cc chuyn bay vo thng 12/2011. Vic a nhng hng hng khng ny vo khai thc th trng ni a s gy ra tc ng nh th no i vi th trng hng khng Vit Nam ni chung v vi Vit Nam Airlines ni ring ?Trong khi so vi quc t th Vit Nam Airlines ch l mt hng hng khng rt nh m thi. Liu Vietnem Airlines c sc cnh tranh khi ngy cnh c nhiu nhng ng ln tham gia vo th trng m trc y gn nh l c quyn nh th. y s l mt thch thc ln cho VNA t hon thin chnh mnh. Nhng hnh ng cp thit m VNA cn phi lm l thay i thi phc v ca tip vin, hn ch vic tr hon cc chuyn bay qu nhiu gy bc xc cho cc hnh khch. Vic nhn vin hng khng c nhng biu hin khng tt vi khch hng c phn nh rt nhiu. V mi y l 2 v vic gy nh hng ln trong d lun. Cng v th m hnh nh ca hng hng khng quc gia khng cn gi c v tr tt p trong mt khch hng trong nc v bn b nm chu. V d nh v vic : Gy ra kin tng gia HLV Taekwondo ca i tuyn quc gia, ng L Minh Khng v tip vin trng
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Tuy cha r nguyn nhn s vic ra sao nhng Vietnam Airlines cho lc lng an ninh p gii khi ng xung sn bay. Chnh hnh ng ny gy ra vic kin tng gia ng v hng hng khng. Mc d Vietnam Airlines thng kin nhng to ra rt nhiu d lun khng tt v gy nn hnh nh xu cho hng. 1. Gii php nhm a ra : VNA cn t hon thin mnh hn. Vi ma tiu ra, VNA nn thay i chnh sch ca mnh c nhng bc tin vng chc nhm khng nh tn tui trn th trng th gii ng nh mc tiu ban u. Gi v c th gi nh th nhng cch phc v ca VNA nn c s thay i. Nhn vin nn nhit tnh hn vi khch hng v khi m khch hng phi tr gi cao hn th h cn nhn c s phc v tt hn. Nn phn cng ra nhng i ng ring bit a to nhm phc v cho tng loi v. Nng cao cc dch v km theo cho khch hng khi s dng phng tin ca hng di chuyn. Vi cc hng gh ngi sn c nh trn my bay boeing 777 th vic gi ca VNA l hp l v c nhng gh ngi cn phi c nh gi cao hn khng nh ng cp ca khch hng. Tuy nhin cn ch nhiu hn ti vic phc v nhm mang li s tha mn cao nht cho khch hng. L hng hng khng quc gia VNA nn c nhng chnh sch khng nh hnh nh ca mnh vi khch hng trong nc cng nh trn th gii. Bn cnh vic khng ngng ci tin cht lng phc v th vic truyn thng cng gp phn khng nh. Thi gian gn y vic di chuyn bng my bay ngy cng tr nn ph bin, mi ngi u chon cho mnh phng tin i li sao cho nhanh chng v tin li. V th hin nay i tng khch hng ca VNA l rt rng ri. Chim hn 70 % th phn, vi mc tiu mang vn ha Vit Nam n vi bn b nm chu. VNA nn c nhng hnh ng truyn thng tch cc ng vi mc tiu c ra. Vi thng ip mang vn ha Vit ra khp th gii gy s ch i vi nhiu khch hng trong nc cng nh trn th gii. VNA gn nh thnh cng trong vic xy dng thng ip, vn cn lm by gi l lm sao cho th hin c ng nh nhng g nu ra trong thng ip ca mnh. Vic xy dng thnh cng mt thng ip mt rt nhiu thi gian v phi c gng tht nhiu, v vy VNA cn xy dng hnh nh ca mnh trong mt mi ngi cng nh bn b quc t mt VIt Nam thn thin ha ng ...iu ny ch c th c th hin bng hnh ng c th l nhng minh chng xc ng nht cho vic xy dng hnh nh hn c nhng thng ip c a ra.

Kt lun : Ngy nay nhu cu i li ca con ngi rt ln. Cng ngh pht trin cng ngy ngi ta cng la chn nhng phng tin nhm tit kim thi gian i li xung mc ti thiu. Do
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 trong tng lai lnh vc hng khng s cn pht trin rt mnh m. L hng hng khng ln nht ca Vit Nam, Vietnam Airlines nn c nhng hnh ng nhm khc phc nhng im yu ca mnh t to c nim tin trong tm tr khch hng nh nng cao hn v cht lng phc v c hng thng gia v hng ph thng. C th khng cn gim gi m thay vo l cc dch v hu mi km theo. cng l cch thu ht thm khch hng n vi hng.

Ti liu tham kho: VnEconomy The airport Sector in VietNam Google.com.vn http://vi.wikipedia.org/wiki/H%C3%A3ng_h%C3%A0ng_kh%C3%B4ng_Qu%E1%BB %91c_gia_Vi%E1%BB%87t_Nam

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