CHNG 1: C S L LUN CA TI

1.1. MT S L LUN V TH TRNG BT NG SN V TIP TH TRONG KINH DOANH BT NG SN 1.1.1. Khi nim th trng bt ng sn Th trng bt ng sn l qu trnh giao dch hng ha bt ng sn gia cc bn c lin quan, l ni din ra cc hot ng bun bn, chuyn nhng, cho thu, th chp v cc dch v khc c lin quan nh trung gian, mi gii, t vn gia cc ch th trn th trng m vai tr qun l nh nc c tc ng quyt nh n s thc y pht trin hay kim hm hot ng kinh doanh trn th trng bt ng sn. 1.1.2. c im th trng bt ng sn Do hng ha bt ng sn l mt loi hng ha c bit, c nhng c im khc bit vi hng ha thng thng nn th trng bt ng sn cng mang nhng c im khc bit vi hng ha thng thng nn th trng bt ng sn cng mang nhng c im ring, l: Th nht, th trng bt ng sn khng phi l th trng giao dch bn thn bt ng sn m cn l th trng giao dch cc quyn v li ch cha ng trong bt ng sn. Th trng giao dch t ai khng phi l th trng giao dch bn thn t ai ti sn t ai hng ha t ai, m chnh l th trng giao dch cc quyn v li ch c c t vic s hu t ai, quyn s hu t ai. V t ai khng bao gi hao mn v mt i (tr trng hp do thin nhin tc ng), con ngi c quyn s hu t, quyn s dng t khng ch s dng t ai nh cc ti sn khc m ci c th s dng l cc quyn s hu t, quyn s dng ca t ai mang li. Tnh cht ny ca t ai l yu t c bn quyt nh tnh c th giao dch trn th trng ca bt ng sn. Mt khc, gi t mt b phn ca gi bt ng sn khng phn nh gi tr ca hng ha t ai, m gi t ch l ch s phn nh kh nng thu li t t hoc hiu qu vn t u t. Th hai, th trng bt ng sn mang tnh vng, tnh khu vc su sc. Bt ng sn l mt hng ha c nh v khng th di di v mt v tr v n

GVHD: Th.s Phm Th Ngc Hng

SVTH: o Th Hng Sim

chu tc ng ca yu t tp qun, th hiu, tm l. Trong khi tm l, tp qun, th hiu ca mi vng, mi a phng li khc nhau. Chnh v vy, hat ng ca th trng bt ng sn mang tnh a phng su sc. Mt khc, th trng bt ng sn mang tnh khng tp trung, tri rng mi vng trn c nc. Mi th trng mang tnh cht a phng vi quy m v trnh khc nhau do c s pht trin khng ng u gia cc vng, cc min, do iu kin t nhin v trnh pht trin kinh t, vn ha, x hi khc nhau dn n quy m v trnh pht trin ca th trng bt ng sn khc nhau. Th ba, th trng bt ng sn chu s chi phi ca php lut. Bt ng sn l ti sn ca mi quc gia, l hng ha c bit, cc giao dch v bt ng sn tc ng mnh m n hu ht cc hot ng kinh t - x hi. Do , cc vn v BS u c s chi phi v iu chnh cht ch ca h thng cc vn bn quy phm php lut ring v BS, c bit l h thng cc vn bn quy phm php lut v t ai v nh . Chnh ph cc nc trn th gii u quan tm n th trng bt ng sn, lun iu chnh chnh sch v bt ng sn v th trng bt ng sn nhm huy ng cc ngun lc v bt ng sn phc v cc mc tiu pht trn kinh t - x hi. Th t, th trng bt ng sn c ni dung phong ph nhng mang tnh cht ca mt th trng khng hon ho. Th trng bt ng sn c n dung phong ph bao gm cc giao dch dn s chuyn dch quyn s hu bt ng sn, cc giao dch chuyn i bt ng sn, cc gioa dch cho thu, th chp bt ng sn, dng bt ng sn gp vn lin doanh Cc giao dch ny c thc hin thng qua hp ng do php lut quy nh hoc theo tp qun c cng ng v gia hai bn giao dch chp nhn. Mt khc, do bn thn hin vt ca tng bt ng sn ch phn nh tnh trng vt cht ca bt ng sn . Bn thn vt cht ca bt ng sn khng phn nh c tnh php l v quyn s hu, quyn s dng bt ng sn ca ngi ang c bt ng sn, thng cc thng tin v quyn s hu, quyn s dng bt ng sn v nhng tranh chp, kin tng, c gi kn, ngi mua, ngi cho thu, ngi nhn ang rt cn am hiu cc thng tin v php l ca BS. Cc thng tin ny rt phong ph nhng li khng cng khai gy nn tnh cht ca mt th trng khng hon ho. Th nm, ngun cung trong th trng bt ng sn thng thay i chm hn so vi cu bin ng bt ng sn. GVHD: Th.s Phm Th Ngc Hng
4

SVTH: o Th Hng Sim

Cung bt ng sn khng th phn ng nhanh chng nh vic tng cung ca cc hng ha khc p ng nhu cu, bi l vic tng cung v bt ng sn thng phi c thi gian cn thit tng i di sn xut cho th trng mt loi bt ng sn no hoc nhng bt ng sn c mu m, c tiu chun nht nh Nht l trong iu kin nc ta, t ai thuc s hu ton dn, mi th tc cn thc hin giao t hoc nhn chuyn nhng quyn s dng t l rt chm tr, th vic a ra th trng cc bt ng sn trong thi gian ngn ph hp vi yu cu m x hi ang i hi l rt kh khn. Th su, giao dch trn th trng bt ng sn cn n cc loi t vn, chuyn gia nh gi chuyn nghip c trnh cao v cc t chc trung gian. Bt ng sn l hng ha c gi tr ln; mt khc, gi c ca hng ha chu s tc ng ca nhiu yu t; ng thi thng tin trn th trng bt ng sn kh phc tp v thng khng hon ho. Chnh v vy, khi mua bn, giao dch bt ng sn i hi phi c y thng tin chnh xc, c s tnh ton k lng, i hi phi c t vn ca c chuyn gia mi gii, nh gi bt ng sn c chuyn mn cc t chc trung gian hoc cc chuyn gia t vn mi gii qua o to c kinh nghim v kin thc chuyn mn, nm c thng tin th trng, am hiu php lut v bt ng sn Th by, th trng bt ng sn c mi lin h mt thit vi th trng vn v ti chnh. ng thi pht trin ca th trng ny l tc ng n nhiu loi th trng trong nn kinh t. Bt ng sn l ti sn u t trn t bao gm c gi tr t ai sau khi c u t. M u t to lp bt ng sn thng s dng mt lng vn ln vi thi gian hnh thnh bt ng sn cng nh thu hi vn di. Khi bt ng sn tham gia lu thng trn th trng bt ng sn, cc gi tr cng nh cc quyn v bt ng sn c em ra trao i, mua bn, kinh doanh gii quyt cc vn lu thng tin t, thu hi vn u t v mang li li nhun cho cc bn giao dch. iu ny chng t th trng BS l u ra quan trng ca th trng vn. Th trng bt ng sn hot ng tt l c s huy ng c ngun ti chnh ln cho pht trin kinh t thng qua th chp vgii ngn ( theo thng k, cc nc pht trin lng tin ngn hng cho vay qua th chp bng bt ng sn chim 80% trong tng lng vn cho vay). 1.1.3. Nt c th trong tip th bt ng sn GVHD: Th.s Phm Th Ngc Hng
5

SVTH: o Th Hng Sim

Tip th trong lnh vc bt ng sn c s khc bit so vi cc loi hng ha thng thng ch n i hi gim c tip th cn c nhng hiu bit tng th v nn kinh t; s pht trin ca c s h tng; c im ca v tr, xu hng ca x hi trong qu kh hin ti v tng lai. K hoch tip th l s kt hp hi ha gia s hiu bit mang tnh cc b a phng v nhng nghin cu mang tnh cht ton cu dn n vic nh gi c ng gi tr ca tin thu hay gi bn i vi bt ng sn ca mnh. Yu t thi im l rt quan trng trong vic pht trin mt bt ng sn v mt trong nhng c th ca sn phm bt ng sn l thi gian ch to. Mt d n bt ng sn thng thng u mt ti thiu t ba n nm nm mang ra c th trng. Do vy, ngoi vic gim c tip th cn c mt tm nhn chin lc tt cn phi thc hin tt vic nghin cu th trng ti thi im hin ti a ra nhng quyt nh chin lc c kt qu trong vng vi ba nm sau . Cn phi c nhng nghin cu khoa hc v nhng thng k y v th trng, sn phm trong qu kh hin ti v d bo trong tng lai. Nhng nghin cu khoa hc ny s l yu t quyt nh vic: u? lm g? v nh th no? Nhm lm gia tng ti a cc ch s li nhun nh mong mun i vi bt ng sn, tin thu cng nh l gi bn, cung cp ngn hng d liu v nhng khch hng tim nng l nhng khch hng thng xuyn trong bt k hon cnh ca th trng m bo ginh c nhng ch s tt nht trong cc giao dch bt ng sn, nh hng, xy dng c nhng phn khc th trng mi cho cc nhm sn phm ca cng ty. 1.1.4. Cc yu t nh hng n th trng bt ng sn Cng nh th trng hng ha, th trng vn hay th trng lao ng, th trng bt ng sn c hnh thnh v pht trin chu s tc ng ca yu t kinh t, chnh tr - x hi, dn c, Tuy nhin, s tc ng ca yu t ny n s hnh thnh v pht trin ca th trng bt ng sn c nhng c th ring, c th:

Cc yu t v m:

+ Chnh sch ca nh nc: bao gm cc quy nh v quyn s hu, s dng, thu hay chuyn nhng cng cc chnh sch lin quan n cc ngha v ti chnh khc. S thay i quy nh trong tng thi k s tc ng n gi bt ng sn. Vic nh nc hoch nh v cng b quy hoch s dng t cho tng khu vc c nh hng rt ln. + Php lut: l yu t c tnh cht quyt nh n s hnh thnh v iu tit s pht trin ca th trng bt ng sn. Thc t cho thy, yu t php lut c th thc y hn GVHD: Th.s Phm Th Ngc Hng
6

SVTH: o Th Hng Sim

ch, c bit c th ng ca th trng bt ng sn nh nc ta trc khi c lut t ai nm 1993. Yu t php lut li c s tc ng mang tnh quyt nh n s hnh thnh v pht trin ca bt ng sn. Cc quan h t ai bt c hnh thc no (tr x hi cng x nguyn thy) u c php lut quy nh. Chnh s quy nh ny l c im ring ca hng ha bt ng sn v tc ng n s pht trin ca th trng bt ng sn, n gi bt ng sn trn th trng. + Cc yu t kinh t, ti chnh chung ca quc gia, a phng: gi bt ng sn bin ng t l thun vi gi gia tng kinh t cng nh thu nhp quc dn ca quc gia v a phng. Theo nhn nh ca cc chuyn gia nc ngoi, s tng trng n nh v tng lai ti sng ca kinh t Vit Nam to nn sc ht lnh vc bt ng sn, trong tt c cc mng vn phng, khch sn v nh . Nn kinh t vn hnh theo c ch th trng, trong nh nc c vai tr khc phc nhng mt tri khuyt tt, hn ch nhng tiu cc ca th trng l mt nn kinh t, ti chnh hn hp. Mt nn kinh t ti chnh c iu tit thng qua tc ng ca Bn tay v hnh - th trng v Bn tay hu hnh nh nc m bo cho nn kinh t, ti chnh vn hnh v pht trin lnh mnh. + Cung - cu bt ng sn: cc yu t gia tng dn s v nhu cu pht trin, thu nhp, vic lm v ngh nghip, th ha, s pht trin v hon thin kt cu h tng... u nh hng n cu bt ng sn v lm cho gi nng ln. Ngi mua nh hin khng ch quan tm n gi c, din tch, gn trng, ch, m rt ch trng khng gian sng xung quanh. H cn giao thng tin li, mi trng sng thong ng. Cc yu t vi m:

+ Chi ph: gm cc ph m ngi ang s dng phi b ra to lp hoc c c quyn s hu bt ng sn. + S hu dng: mt bt ng sn c kh nng s dng vo nhiu mc ch th s thun li khi bn v do s c gi cao hn. V d nh ngi thu nh u quan tm nhng nh c din tch ln, trang thit b hin i, c ch t... lm vn phng giao dch, tr s cng ty hoc nh cao cp. + Cc yu t ni ti ca bt ng sn: bao gm a im bt ng sn, hnh dng l t, quy m, kch thc l t, kiu nh, loi nh, kch thc nh v tui ca ti sn, mi trng, thi gian bn, iu kin v tnh cht giao dch trn th trng, thi im GVHD: Th.s Phm Th Ngc Hng
7

SVTH: o Th Hng Sim

giao dch... Kh nng sinh li ca a im cng cao, v tr thun li cho sinh hot v kinh t (gn ch, trng hc bnh vin, gn ni cung ng cc tin ch cho sinh hot v cho kinh doanh) th gi tr cng cao. c bit, iu kin v tnh cht giao dch trn th trng cng l mt yu t quan trng khi so snh gi bn gia cc bt ng sn. Gi mt bt ng sn phi tr tin ngay khc vi gi mt bt ng sn tng t nhng c tr gp. ng thi, gi bn cc bt ng sn theo phng thc tr gp cng khc nhau ty thuc vo iu kin tr gp. Trch nhim v ngha v thu, thi gian chuyn giao bt ng sn, cc yu t ch quan, khch quan trong vic mua bn bt ng sn cng cn c xem xt khi so snh gi bn gia cc bt ng sn.
1.1.5.

Cc bc trong vic chun b thc hin k hoch tip th bt ng sn

S 1.1. Cc bc trong vic chun b k hoch tip th bt ng sn.

GVHD: Th.s Phm Th Ngc Hng

SVTH: o Th Hng Sim

Xy dng nhim v

R sot li cc chin \ lc, mc tiu nu cn thitthit

Xem xt li hin trng

Gim st cc thnh cng

Hnh thnh cc chin lc tip th

Thc hin cc chin lc

Nghin cu th trng

Xy dng cc chin lc tip th

Sa i cc mc ch tip th

Ngun: www.Doanhnhan.com.vn Qua s trn, ta c th bit th t cc cng vic trc khi tin hnh mt k hoch tip th bt ng sn nh sau: Xy dng nhim v: Hai kha cnh chnh chun b cho vic xy dng bt k mt chin lc tip th bt ng sn no bao gm: + Chun b sn mt bn phc tho v vic xy dng chin lc tip th. + Cn phi thu thp thng tin v nhng s hp tc kinh doanh, cc i tc cng ty, th trng bt ng sn hin thi, i th cnh tranh v cui cng l khch hng.
Xy dng cc chin lc tip th:

Sau khi tp hp c cc thng tin, bc tip theo l xy dng chin lc marketing. Thng thng mi kha cnh u phi c a ra cn nhc trong khi xy dng chin lc tip th. Sau khi tp hp tt c nhng thng tin c lin quan n chin lc tip th, bc tip theo l phn lp k hoch chin lc. Cc bc chin lc bao gm: - Chin lc sn phm. GVHD: Th.s Phm Th Ngc Hng
9

SVTH: o Th Hng Sim

- Chin lc gi c. - Chin lc truyn thng. - Knh chin lc. Chin lc sn phm: Chin lc ny c vch ra gip cng ty gii quyt vn mun sn phm ca mnh c bit n th trng nh th no. Chin lc ny c bit n nh mt cch nh v sn phm. Mi vn then cht c xem xt trong sut qu trnh chin lc ca sn phm bao gm: - Cc tnh nng ca bt ng sn . - Cc li ch ca bt ng sn . - Phm vi bt ng sn lm hi lng khch hng. - Li th ca bt ng sn so vi bt ng sn ca i th cnh tranh khc trn th trng. - Nhng thay i cn thit cho bt ng sn to dng v tr cnh tranh trn th trng tt hn v mnh hn. Chin lc gi c: Chin lc ny c a ra nhm gii quyt vn gi c no rao bn trn th trng l hp l nht. Yu t chnh nh hng n chin lc gi c l chin lc v tr bt ng sn . C hai loi chin lc gi c lin quan n vic nh v bt ng sn: + Chi ph da trn gi c: Gi c s lin quan n tng chi ph cho bt ng sn v li nhun ca n. Khi bt ng sn c cn nhc n s tr thnh mt t hp phc tp v ti chnh. S kt hp gia bt ng sn ny v chi ph trong mt vi trng hp l n gin nhng trong vi trng hp khc li rt phc tp. + Gi tr da trn gi c: Gi c ny da trn s hi lng ca khch hng thanh ton cho bt ng sn . iu ny tu thuc vo li ch v cc tnh nng ca bt ng sn . i khi chi ph cho mt bt ng sn cao n mc n c th nhm mc tiu vo nhng khch hng c thu nhp cao hn. S lng ngi c thu nhp cao hn thng thng khng t hn s ngi c thu nhp thp. Nu nh bt ng sn c nh gi trong trng hp nhm vo nhng khch hng mc tiu c thu nhp thp hn th lng doanh thu c th tng gp nhiu ln. Chin lc truyn thng: GVHD: Th.s Phm Th Ngc Hng
10

SVTH: o Th Hng Sim

Chin lc truyn thng cp n cch truyn ti thng tin gii thiu bt ng sn v hnh nh cng ty da vo nhng ngi c quan h vi cng ty (nhng s hp tc, cc nh cung cp v khch hng) v c chin lc v v tr sn phm. Mc tiu sau cng ca vic xy dng chin lc truyn thng nh sau: * Xy dng n tng ca nhng khch hng cao cp i vi bt ng sn v cng ty mnh. * Cc th in t c to ra cn phi chc chn, ngn gn v phi da trn li nhun. Nhng th in t ny cn phi to dng c s hin din trong thc ca mi khch hng hay i tng mc tiu. * Cc phng php giao tip phi ph hp vi tng khch hng. Knh chin lc: Knh chin lc l nhng knh phn phi tip cn vi khch hng hay nhng khch hng tim nng. Chin lc ny ch yu lin quan n vic to dng mt bt ng sn c gi tr cho khch hng vi nhng cch thc hiu qu nht v chi ph. Cng c nhiu s mi gii gia cng ty bt ng sn v nhng khch hng tim nng th gi c ca sn phm cng s cng c tng ln. V vy mc tiu sau cng ca knh chin lc l xy dng mt mng li to iu kin thun li cho i tng hoc khch hng tim nng tip cn bt ng sn v cc dch v bt ng sn mang n. Lp k hoch chin lc v ngn sch: y l cc bc sau cng trc khi bt ng sn hay cc dch v ca n mang n cho khch hng v nhn c thng tin phn hi. Trnh t ca nhng hot ng c th ny c a vo nhng dng c bn trong sut thi gian lp k hoch chin lc. Th tc l vn quan trng trong vic lp k hoch chin lc. Chi ph b ra cho k hoch cng l mt trong nhng nhn t ln nht ca cng ty. Mi hot ng v cc bc tip th u cn n ngun ngn sch.
Phn hi t pha khch hng:

Vic phn hi c th c coi l s kt thc hay bt u ca bt k mt chin lc tip th bt ng sn no sau khi nhn c phn hi t khch hng rng bt ng sn lm hi lng khch hng hoc cn phi chnh sa li trong chin lc tip th. S phn hi c th gip cng ty trnh c nhng sai lm cng nh cch iu chnh li chin lc tip th ny. 1.1.6. Trnh t thc hin chin lc tip th bt ng sn GVHD: Th.s Phm Th Ngc Hng
11

SVTH: o Th Hng Sim

Vic xc nh th trng mc tiu v tng phn khc khch hng r rng cng vi nhng hiu bit su sc (Customer Insights) v tng phn khc khch hng l nhng vin u tin t nn tng cho mt k hoch tip th bt ng sn thnh cng. Khi thu hiu c khch hng v nhng yu cu c th v bt ng sn ca khch hng, cng ty lc by gi mi nn tin hnh trin khai ng b cc cng vic nh: + Xy dng v theo di k hoch tm kim, tip xc, theo di, tc ng v chm sc khch hng. Vic tip cn trc tip khch hng hay qung b sn phm nn phi ph hp theo cch tip nhn ca khch hng (ch thc hin tt khi cng ty xc nh r rng v thu hiu c khch hng mt cch su sc). + Chuyn mn ha i ng kinh doanh p ng c vi nhng yu cu v nhng thc mc cng nh quan tm tht c th ca khch hng. + Theo di cc d n cnh tranh khc v tnh hnh bin ng ca th trng iu chnh li k hoch khi cn thit, nhng trn tt c mi s mi ng thi cn phi nht qun v to nn s khc bit c o trong cch nhn nhn ca khch hng mc tiu. Ngoi ra, vic lin tc xy dng thng hiu vng mnh, to dng v th hnh nh ca mnh trong suy ngh ca khch hng l iu lun lun cn thit v u tin ch trng u t. 1.1.7. Vai tr ca th trng bt ng sn i vi nn kinh t th trng Th trng bt ng sn l mt trong nhng th trng quan trng ca nn kinh t, c quan h vi nhiu ngnh, nhiu lnh vc v ngy cng chim t trng ln. S pht trin ca th trng bt ng sn c tc ng lan ta ti s pht trin ca nn kinh t. V vy, nhiu nc trn th gii coi lnh vc bt ng sn l mt trong nhng u ko ca nn kinh t. nc ta, t khi i mi (1986), th trng bt ng sn tng bc hnh thnh v pht trin, nhng th trng thc s pht trin t khi ban hnh php lnh nh nm 1991 v lut t ai 1993. T n nay, th trng bt ng sn pht trin gp phn quan trng trong pht trin kinh t - x hi ca t nc. Nhiu d n trong lnh vc sn xut kinh doanh, nhiu khu nh , khu th mi vi h thng h tng k thut ng b c hnh thnh lm thay i b mt th, nng cao iu kin sng ca nhn dn, gp phn chuyn dch c cu kinh t theo hng cng nghip ha, hin i ha, thc y kinh t pht trin vi nhp tng i cao v n nh trong nhiu nm qua. 1.1.8. Vai tr ca tip th trong kinh doanh bt ng sn GVHD: Th.s Phm Th Ngc Hng
12

SVTH: o Th Hng Sim

Tip th trong bt ng sn l mt lnh vc khoa hc. Kt qu t c cn c vo cch chng ta t vn cho khch hng, cch nhn nhn nn kinh t; s pht trin ca c s h tng; xu hng ca x hi. N l s kt hp hi ha gia s hiu bit mang tnh cc b a phng v nhng nghin cu mang tnh cht ton cu dn n vic nh gi c ng gi tr ca tin thu hay gi bn i vi bt ng sn ca mnh. Khi thiu chin lc tip th ng n, cc n v s lng ph ngun lc, lm xi mn hnh nh thng hiu v ng thi cng khng mang li hiu qu trong hot ng u t kinh doanh bt ng sn. Nu cc n v kinh doanh bt ng sn bn cc n v d n chm s gy ra kh khn rt nhiu trong qu trnh thi cng xy dng v hon thin bt ng sn, thm ch s gim i mc li hoc b l do vic tr li sut cho ngn hng trong thi gian di hn. Theo tnh hnh hin ny th cc d n c em i tip th cng lc cho rt nhiu khch hng. Vi nhiu n v, vic tip th d n bt ng sn ch n thun l pht t ri qung co, a bu thip c in a ch lin h, cc qung co ng trn bo th c thit k tng t nhau, li vn v cch thc trnh by qung co gn nh ging nhau, thc s cha to nn s khc bit v cha nhm c ti ng phn khc khch hng ca mnh. V th, tip th trong bt ng sn khng ch n thun l cho thu mt ta nh vi bt k gi no m cn phi nhn thc c tm quan trng ca vic xy dng nhm khch hng tim nng v nhn thc c trong mi trng kinh t hin nay, nhu cu v dch v ca khch hng khng nhng l vn v kinh t m cn l cch thc phc v nhit tnh, chuyn nghip, hiu qu v hn ht mang n s hi lng cho khch hng ca cng ty. 1.2. QUAN IM V NH HNG PHT TRIN TH TRNG BT NG SN THNH PH H CH MINH N NM 2015 1.2.1. Quan im pht trin dch v bt ng sn - Dch v bt ng sn l mt trong nhng dch v cao cp m Thnh Ph ang c nhng chnh sch khuyn khch pht trin nhm thc y qu trnh chuyn dch c cu kinh t theo hng nng cao t trng GDP ca khu vc dch v trong nn kinh t.

GVHD: Th.s Phm Th Ngc Hng

13

SVTH: o Th Hng Sim

- Pht trin dch v bt ng sn l nhm thc y s pht trin ca cc c s h tng nh nh , cao c, vn phng thng qua vic pht trin cc hot ng xy dng nhm m bo ni c tr v lm vic cho cc cng dn TP.HCM. - Dch v bt ng sn c lin quan mt thit n cc thnh t khc ca nn kinh t nh th trng ti chnh, th trng chng khon, th trng ngoi t Do , cn m bo s pht trin lnh mnh ca dch v bt ng sn nhm gp phn thc y tng trng mt cch n nh cho nn kinh t. - S pht trin th trng bt ng sn s c tc dng to mt sc cu ln cho cc ngnh kinh t khc nh sn xut xi mng, thp, dng gia nh bi do nhng lin kt xui v lin kt ngc ca ngnh bt ng sn vi cc ngnh kinh t khc. 1.2.2. nh hng pht trin dch v bt ng sn - Dch v bt ng sn s chim khong 20% 25% gi tr GDP khu vc dch v t nay n nm 2015. - Tc pht trin th trng v dch v bt ng sn khong trn 50%/nm. - Dch v bt ng sn s c pht trin mt cch ng b ton b cc dch v cho thu vn phng, khch sn, cn h, bn l

CHNG 2: THC TIN CA CHIN LC TIP TH D N KHU TH MI BNH NGUYN TI CNG TY INTEREAL
2.1. GII THIU TNG QUT V CNG TY 2.1.1. Gii thiu s lc v cng ty Intereal

GVHD: Th.s Phm Th Ngc Hng

14

SVTH: o Th Hng Sim

Tn doanh nghip: CNG TY C PHN GIAO DCH BT NG SN QUC T Tn ting Anh: INTERNATIONAL REAL ESTATE TRADING CORPORATION Tn vit tt: INTEREAL

Logo cng ty: Khu hiu: V mt Th Gii an c

Loi hnh doanh nghip: Cng ty C phn M hnh doanh nghip: Cng ty m - Cng ty con Vn iu l: H Ch Minh. in thoi: Fax: Website: Email: (84) (8) 39.251.688 3.251.696 (84) (8) 39.251.699 www.intereal.vn info@intereal.vn 38.000.000.000 VN. a ch: Tng 8, s 67 Nguyn Th Minh Khai, Phng Bn Thnh, Qun 1, TP.

2.1.2. Lch s hnh thnh v pht trin Trong bi cnh nn kinh t Vit Nam ang chuyn mnh thay i nhanh chng hi nhp cng nn kinh t Quc t, Cng ty C phn Giao dch Bt ng sn Quc T (Intereal) c thnh lp vi giy php thnh lp s: 4103012079 do S K Hoch v u T TP.HCM cp ngy 22/12/2008. Ra i v pht trin theo m hnh Cng ty m Cng ty con, vi Cng ty M l Cng ty C phn Xy dng Thng mi Dch v Khang Thng mt doanh nghip hng u c v thc lc v uy tn ti Vit Nam hin nay, hot ng mnh trong cc lnh vc kinh t ch lc nh: Xy dng cc cng trnh Cng nghip Dn dng, u t v thi cng h tng cc khu Cng nghip, khu Dn c, khai thc ct, mua bn vt liu xy dng, kinh doanh Vn ti, Khch sn, sn xut G - Trang tr ni tht, u t Ti chnh, Cao c vn phng cho thu Trong quan h hp tc u t, hp tc kinh doanh vi cc i tc bn b trong nc v quc t, cng ty Intereal lun lun xy dng mt mi quan h bnh ng trn

GVHD: Th.s Phm Th Ngc Hng

15

SVTH: o Th Hng Sim

tinh thn thin ch v s pht trin v li ch chung m nim tin v ch tn phi lun t ln hng u. Vi phng chm: Hp tc cng nhau pht trin, cng nhau trng tn, cng ty Intereal k kt cc chng trnh hp tc chin lc vi cc i tc c uy tn v thng hiu lu nm nh: +Cng ty C phn u t Pht trin Gia nh (GDI). +Cng ty C phn Hong Long Long An +Cng ty Lin doanh Phng Tho & Wirl. +Ngn hng Nng nghip & Pht trin Nng thn Vit Nam (Agribank). hng ti mt tm cao mi a dng, hin i v chuyn nghip hn trong chin lc u t xy dng v pht trin bt ng sn, cng ty C phn Giao dch Bt ng sn Quc T (Intereal) chnh thc khai trng Sn Giao dch Bt ng sn Quc T vo lc 09 gi sng ngy 26 thng 4 nm 2009 va qua. Sn Giao dch Bt ng sn Quc T c din tch 518.3 m2 c u t cc thit b hin i nht vi mt i mt ng chuyn vin, lut s c trnh chuyn mn gii v nhiu kinh nghim s h tr khch hng thc hin nhanh chng vic mua bn v cc th tc h s php l v BS. c bit, bng vic hp tc chin lc vi Ngn hng Agribank v n v bo him AIG, Intereal s gip t vn, h tr khch hng vi mc vay ln ti 85% (ty tng trng hp). Sn giao dch bt ng sn Quc T ra i l mt bc t ph tin tin, to knh thng tin hu hiu, ng tin cy cc nh u t, t chc, c nhn trong v ngoi nc tip cn v thc hin cc giao dch bt ng sn mt cch nhanh chng, an ton, ng thi gp phn nng cao tnh chuyn nghip ca th trng bt ng sn Vit Nam, tin ti m rng phm vi kinh doanh, pht trin th trng ra quc t. 2.1.3. Tm nhn, s mnh v lnh vc u t kinh doanh cng ty 2.1.3.1. Tm nhn v s mnh

Tm nhn:
o Tr thnh doanh nghip hng u v u t kinh doanh bt ng sn

chuyn nghip ti Vit Nam. oM rng phm vi kinh doanh, pht trin th trng ra tm quc t. GVHD: Th.s Phm Th Ngc Hng
16

SVTH: o Th Hng Sim

oLin kt, pht trin mnh trong lnh vc u t d n, u t ti chnh.

o o to xy dng i ng nhn vin nng ng, c trnh chuyn

mn

gii, thch ng nhanh nhy th trng v tm huyt vi ngh bt ng sn. S mnh:

o Tng bc chun ha, cung cp a dng cc loi hnh dch v BS

theo ng cht lng v tiu chun quc t. o Khng ngng sng to, nng cao tnh chuyn nghip, cung cp cc gii php ti u, to s thun li ti a cho khch hng theo m hnh mt ca khp kn. o L cu ni tin cy, uy tn gia ngi mua v ngi bn trong giao dch BS 2.1.3.2. Cc lnh vc u t kinh doanh ca cng ty
u t gp vn vi ch d n:

Vi tim lc ti chnh mnh v nhiu kinh nghim trong vic trin khai cc d n cao c, khu Dn c, khu Cng nghip ti cc th trn c nc, c ng chin lc rt quan trng ca Intereal l Khang Thng s thc y vic hp tc vi cc i tc trong vic u t gp vn v h tr v mt kinh nghim vi cc ch d n ang s hu cc d n tim nng thc hin cc d n khu Dn c, khu Cng nghip, Chung c, Khch sn, khu TDTT, cao c vn phng
u t mua s bn l:

Intereal u t mua s bn l cc loi t d n, chung c cao cp, khu thng mi Vic u t ny s c kt hp vi cc i tc chin lc v lu di da trn nn tng c li i bn c th tn dng ti a cc d n tim nng v kh nng phn phi bt ng sn chuyn nghip ca Intereal. Vi chin lc trin khai qung b thng hiu hiu qu, kh nng marketing thun thc, c tnh thuyt phc cao ca i ng nhn vin chuyn nghip, Intereal c th phn phi nhiu loi sn phm trong thi gian nhanh nht vi gi c cnh tranh, ph hp nhiu i tng.
u t mua l:

Vi kh nng ti chnh vng mnh, Intereal c th mua li cc loi t d n phn l, cc cn h cao cp, cc nh ph m Qu khch hng ang cn bn. Cng ty chuyn u t mua cc loi bt ng sn nh t d n, chung c cao cp, nh ph cc loi theo gi th trng. 2.1.4. Chc nng hot ng ca cng ty GVHD: Th.s Phm Th Ngc Hng
17

SVTH: o Th Hng Sim

Cng ty hot ng da trn cc chc nng sau:

Mi gii bt ng sn: Mi gii bt ng sn l mt trong cc dch v ct li hng u ca Intereal, bao

gm: + Mi gii phn phi sn phm c quyn hoc chnh thc cc d n bt ng sn. - i vi nh u t: l cng c tip th bn hng hu hiu nht. - i vi ngi tiu dng: l ngi i din t vn, la chn sn phm tt nht. + Mi gii cc bt ng sn n l: Ngoi hot ng phn phi c quyn v chnh thc cc d n ln, Intereal cn l ni nhn mi gii cc sn phm n l, a dng. Sn phm chnh: Cn h, t nn, nh t hin hu, cao c vn phng cho thu + Mua bn, cho thu bt ng sn: Bn cnh chc nng mi gii, Intereal cn kinh doanh cc sn phm: mua bn, cho thu tng cn h, nn t, mt phn d n hoc nguyn c d n.

nh gi bt ng sn: Nhn thm nh cc d n u t bt ng sn, quyn s dng t, ti sn gn lin

vi t gm nh ring l, bit th, cn h, chung c, cao c vn phng, nh xng, kho bi, khu ngh mt, t trang tri, khch sntun th theo qui nh php lut, ph hp vi tnh hnh gi c th trng. Thm nh gi nhm mc ch: Gp vn lin doanh, mua bn, chuyn nhng, n b, bo him, khiu ni, vay vn ngn hng, thnh lp doanh nghip, chng minh ti sn b sung h s du hc, du lch

T vn h tr ti chnh bt ng sn: Bng vic hp tc chin lc vi Ngn hng Nng Nghip & Pht Trin Nng

Thn (Agribank), Intereal t vn, h tr ti chnh cho khch hng khi c nhu cu vay vn mua hoc u t vo bt ng sn theo quy trnh khp kn. + T vn v gi, thng tin quy hoch bt ng sn. Thng qua cc thng tin trn th trng, cc vn bn php lut hin hnh cng cc mi quan h c th ca Intereal t vn nh t v cc hp ng mua bn, chuyn nhng, thu, cho thu, thu mua bt ng sn theo yu cu ca khch hng; ng thi gii p mi thc mc v cc chnh sch bt ng sn mi nht do chnh ph ban hnh,

GVHD: Th.s Phm Th Ngc Hng

18

SVTH: o Th Hng Sim

t vn php l cho ngi nc ngai mua nh ti Vit Nam, hoc t vn cho Vit Kiu mua nh ti Vit Nam. + T vn v cc ni dung khc c lin quan n bt ng sn nh: T vn, u t, to lp kinh doanh, kinh doanh bt ng sn. T vn u t d n bt ng sn T vn v son tho cc hp ng kinh doanh bt ng sn. T vn v la chn phng thc thanh ton giao dch bt ng sn. T vn v th tc giy chng nhn quyn s dng t, s hng, s . Tip th, qung co bt ng sn: Intereal cung cp cho khch hng nhiu phng tin rao bn, chuyn nhng, thu, cho thu bt ng sn mt cch hu hiu qua cc phng tin qung co nh: Qung co trc tuyn ti h thng sn. Qung co trn website. H thng bng in t. H thng kiosks thng tin. Bn tin sn giao dch.
ng qung co bo c km hnh nh bt ng sn.

T vn Thit k - Xy dng Cung ng v Trang tr ni, ngoi tht:

Intereal cung cp trn gi theo quy trnh khp kn dch v t vn Thit k - Xy dng - Cung ng G - Trang tr ni, ngoi tht. Cc dch v bao gm:

Lp quy hoch d n. T vn thit k, xy dng cng trnh cng nghip - dn dng. T vn k thut, gim st thi cng nh , nh xng. Cung cp vt liu xy dng... T vn thit k mu m g trang tr ni, ngoi tht theo yu cu th hiu cho Chuyn sn xut v trang tr ni,ngoi tht cao cp theo tng n hng. Qun l u gi bt ng sn:

tng khch hng.

Bn, chuyn nhng, thu, thu mua bt ng sn theo y quyn ca ch s hu, ch s dng bt ng sn. Cung cp cc dch v bo m duy tr hot ng bnh thng ca bt ng sn. GVHD: Th.s Phm Th Ngc Hng
19

SVTH: o Th Hng Sim

 Thc hin bo tr, sa cha bt ng sn. Qun l gim st vic khai thc, s dng bt ng sn ca khch hng theo ng cng nng, thit k v hp ng. Thc hin cc quyn v ngha v i vi khch hng, vi Nh nc theo y quyn ca ch s hu, ch s dng bt ng sn. Cc hnh thc u gi:

Trc tip bng li ni. B phiu. Hnh thc khc do cc bn tha thun hoc do php lut quy nh. H tr thc hin cc th tc php l bt ng sn:

Chuyn quyn s hu. Hp thc ha nh t. Xa th chp. Xin php xy dng. Lm th tc hon cng. K khai di sn tha k. Tng cho bn bt ng sn. 2.1.5. Mc tiu ca cng ty Mc tiu ca Cng ty CP Giao Dch BS Quc T khng ch to ra thu nhp ti chnh, lm trn trch nhim i vi Hi ng Qun tr, nhn vin, khch hng v cng ng m cng ty phc v; cn l s ng vin, khuyn khch cc nh u t, cc i tc tham gia pht trin kinh doanh thng qua vic trin khai cc tng bng nhng d n c th, qua nh gi s ng gp ca mi ngi i vi mc tiu i ln ca cng ty. Cng nhau bt tay n lc ht mnh phc v khch hng ca mnh ti thiu, phi bng, tt hn, tt nht so vi i th cnh tranh vi cng ty. xy dng v cng c lng tin, lng nhit thnh, s k cn i vi khch hng v l ch da vng chc nht ng ph vi s thay i ca mi trng kinh doanh vi khu hiu: V mt Th Gii an c. Cng ty c trch nhim to vic lm, thu nhp hp l cho nhn vin v m bo cc iu kin an ton cho h.

GVHD: Th.s Phm Th Ngc Hng

20

SVTH: o Th Hng Sim

i x vi nhn vin ca mnh mt cch cng bng v tn trng, ci m v chn tht. Cng ty lun tn trng v thng xng ng cho cc sng kin ng gp mang li hiu qu cho cng ty. Khuyn khch nhng ngi trong cng ty tr thnh nhng ngi tch cc, c trch nhim, nng ng, sng to, gn b qua vic tng cht lng, cuc sng cho nhn vin v mi ngi. Tn dng trit cc tin ch ca cng ngh thng tin mang n v thng qua mng Internet ton cu tip cn, qung b thng hiu, hnh nh ca cng ty n mi i tng vi chi ph hp l. Thc hin ng cc nguyn tc qun l ti chnh, ti sn ca cng ty, qun l bt ng sn,thc hin y ngha v np ngn sch nh nc. 2.1.6. Vn ha ca cng ty Cng ty C phn Giao dch Bt ng sn Quc T (Intereal) t ho l mt trong nhng cng ty thnh vin ca Tng Cng ty Xy dng Thng mi Dch v Khang Thng pht huy tt gi tr vn ha. Ngay khi mi thnh lp, ban lnh o cng ty nhn thc rng:Mun vic kinh doanh ngy cng pht trin vng mnh, mt t chc qun tr tt cha m phi nhanh chng ha nhp v gn kt mi nhn vin li vi nhau to nn mt mi trng vn ha thn thin l iu khng th thiu. Intereal mt mi trng lm vic vn ha, hin i ni cc nhn vin pht huy ti a nng lc bn thn v pht trin k nng lm vic mt cch chuyn nghip, nng ng, sng to. Ban lnh o thc hin nghim tc cc quy nh ca Lut Lao ng Vit Nam, lun c chnh sch i ng thch ng m bo y quyn li cho nhn vin cng nh lun khuyn khch nhn vin lm vic cho hm nay v cho chnh bn thn h trong tng lai. Tp th nhn vin Intereal quyt tm hng ti mc tiu chung:V s pht trin ca cng ty v s hi lng tuyt i ca khch hng. Mi nhn vin Intereal lun l mt mt xch khng th tch ri to nn mt tp th on kt vng mnh, cng nhau hc tp lm vic, cng nhau trau di kin thc v sn phm, cng c k nng phc v khch hng v cng nhau chia s thnh qu do mnh to ra. Hn th na, Intereal lun mang li gi tr tinh thn phong ph n cc i tc nhng nt vn ha hiu khch ng truyn thng, cng nh lun quan tm n i sng tinh thn ca cc nhn vin thuc cng ty. 2.1.7. C cu t chc b my qun l ca cng ty 2.1.7.1. S c cu t chc ca cng ty GVHD: Th.s Phm Th Ngc Hng
21

SVTH: o Th Hng Sim

Hnh 2.1. S b my qun l ca cng ty BAN QUN TR

TNG GIM C G IU HNH TR L

Ph Gim c Kinh Doanh Marketing

Phng Cng Ngh Thng Tin (IT)

Trng Phng Ti Chnh Nhn S

Phng B Phng Php L Phn i Ngoi Phng Kinh Doanh Phng Marke ting Qun L (Out sour cing)

B Phn T Vn Thit K Xy Dng & Trang Tr Ni Ngoi Tht

Phng Hnh Chnh & Nhn S Phng K Ton

Ngun: Phng Hnh Chnh Nhn s

2.1.7.2. Chc nng v nhim v ca cc phng ban Ban Gim c: Tng Gim c do Hi ng Qun Tr b nhim, l ngi i din cho php lut ca cng ty. Theo , Tng Gim c s c nhng trch nhim v quyn hn sau:

GVHD: Th.s Phm Th Ngc Hng

22

SVTH: o Th Hng Sim

T chc iu hnh v chu trch nhim trc Hi ng Qun Tr, Tng Gim c cng ty v mi hot ng ca sn. Xy dng chin lc pht trin, k hoch di hn v hng nm ca sn trnh Ch tch hi ng qun tr, Tng gim c cng ty xt duyt. Quyt nh chng trnh, k hoch v bin php iu hnh hot ng ca sn trong tng thi gian c th. Quy nh ni quy, ch lm vic ca sn. Ban hnh, sa i, b sung v hu b cc quy nh v hot ng ca sn trong phm vi quyn hn c giao. Qun l c s vt cht, k thut ca sn; chm lo, t chc i sng vt cht, tinh thn cho cn b, cng nhn vin ca sn. - Trnh Tng Gim c Cng ty quyt nh khen thng, k lut i vi cn b, nhn vin theo cp qun l. - ngh Tng Gim c Cng ty b nhim hoc min nhim Ph Gim c sn v cc nhn vin nghip v ca sn. - K hp ng dch v, t vn, mi gii, qung co bt ng sn.
Phng Kinh doanh:

- Mua nh, cng trnh xy dng bn, cho thu, cho thu mua. - Thu nh, cng trnh xy dng cho thu li. - u t ci to t v u t cc cng trnh h tng trn t thu cho thu t c h tng. - Nhn chuyn nhng quyn s dng t, u t cng trnh h tng chuyn nhng, cho thu, thu quyn s dng t c h tng cho thu li. - u t to lp nh, cng trnh xy dng bn, cho thu, cho thu mua. Phng Marketing Truyn thng: Thc hin cc chng trnh tip th, qung co trong lnh vc hot ng kinh doanh bt ng sn v u t d n ca Cng ty. Thc hin cc hot ng tip th, thu thp thng tin th trng bt ng sn, u t d n theo nh hng khch hng, nhm tha mn nhu cu khch hng. Thc hin cc hot ng tip th, thu thp thng tin th trng theo nh hng ngi tiu dng thng qua vic tm hiu nhu cu, hnh vi...nhm h tr kinh doanh.

GVHD: Th.s Phm Th Ngc Hng

23

SVTH: o Th Hng Sim

Thc hin cc hot ng tip th, thu thp thng tin th trng theo nh hng i th cnh tranh nhm m bo kh nng cnh tranh cao. H tr b phn kinh doanh thng mi trong cc hot ng nh:

Khuyn mi bn hng. Hi ch, hi tho cng ng. Cc s kin qung b thng hiu. H tr cng c, vt phm bn hng. Hot ng h tr nhn vin bn hng, chng trnh kch thch bn hng. Hi ngh khch hng. Tin hnh phn tch cc chng trnh hot ng marketing ca cc cng ty khc trong lnh vc bt ng sn, d n. Thc hin cc cng vic khc do cp trn giao.

Phng Cng ngh thng tin (IT): Thu thp, x l v lu tr thng tin. Ph trch h thng tin hc trong ton h thng cng ty. Thit k website cho cng ty ng thi a thng tin sn giao dch ln bng in t, cc kiosks thng tin. T vn cho Tng Gim c v trin khai vic s dng cc h thng phn mm mi. Phng K ton: T chc hch ton kinh t v hot ng sn xut kinh doanh ca cng ty. Tng hp kt qu qun l kinh doanh, lp bo co k ton thng k, phn tch hot ng sn xut - kinh doanh phc v cho vic kim tra thc hin k hoch ca cng ty. Ghi chp, phn nh chnh xc, kp thi v c h thng c s din bin cc ngun vn cp, vn vay; gii quyt cc loi vn, phc v cho vic huy ng vn u t vo cc d n v tnh hnh kinh doanh ca cng ty. Theo di cng n ca cng ty, phn nh v xut k hoch thu, chi tin mt v cc hnh thc thanh ton khc. Thc hin quyt ton qu, thng, nm ng tin v tham gia cng vi cc phng nghip v ca cng ty hch ton l, li, gip cho Ban Gim c cng ty nm chc ngun vn, bit r s li. Lp k hoch vay v s dng cc loi vn: c nh, lu ng, chuyn dng, xy dng c bn... sao cho c hiu qu nht. GVHD: Th.s Phm Th Ngc Hng
24

SVTH: o Th Hng Sim

Duy tr mi quan h tt vi ngn hng phc v cho cc nhu cu u t pht trin cng ty. Phng Khai thc (Outsourcing): + Nh l, t l, cn h: Tm kim, thu thp y thng tin v khch hng, sn phm. m phn, k kt cc hp ng mua bn hoc rao bn, cho thu bt ng sn. Qung co, mi gii bt ng sn. + Cc d n: Phn phi l nhn hoa hng t ch u t. Phng Php l: T vn php l bt ng sn cho khch hng khi n cng ty. Son tho v kim tra cc vn php l trong cc loi hp ng ca cng ty. Phi hp vi b phn Hnh chnh, K ton thc hin cc vn php l lin quan n qun l nh nc. T chc hng dn, cp nht cho nhn vin v cc vn bn php lut mi c lin quan n cng ty. Son tho quy trnh, quy ch, ni quy cho cng ty. Kim tra tnh php l ca cc sn phm BS giao dch ti sn. Cc cng vic khc c lin quan. B phn i ngoi: Bin dch, phin dch ngn ng cho sn. Tm kim v thit lp cc mi quan h vi cc cng ty, n v u t, ch u t, phn phi, mi gii BS nc ngoi v kiu bo hi ngoi. Phi hp vi cc b phn lin quan lp phng n hp tc kinh doanh, phn phi, marketing ra nc ngoi. Phi hp phng k ton theo di tin thc hin cc ha n vi khch hng nc ngoi. Tm hiu v bo co thng xuyn v tnh hnh th trng BS nc ngoi cho cp trn. T vn vic u t kinh doanh sn phm BS v d n trong nc ra nc ngoi (t vn cc thng tin nh php lut bt ng sn, th trng BS).

GVHD: Th.s Phm Th Ngc Hng

25

SVTH: o Th Hng Sim

Kim tra ni dung thng tin phn ngn ng nc ngoi lin quan n cng ty trn tt c cc knh thng tin . Chun b ti liu v sp xp chng trnh lm vic vi cc i tc nc ngoi. Cc cng vic khc c lin quan. Phng Hnh chnh Nhn s: Thc hin cng tc tuyn dng nhn s m bo cht lng theo yu cu, chin lc ca cng ty. T chc v phi hp vi cc n v khc thc hin qun l nhn s, o to v ti o to. T chc vic qun l nhn s ton cng ty. Xy dng quy ch lng thng, cc bin php khuyn khch kch thch ngi lao ng lm vic, thc hin cc ch cho ngi lao ng. Chp hnh v t chc thc hin cc ch trng, qui nh, ch th ca Ban Gim c. Nghin cu, son tho v trnh duyt cc qui nh p dng trong Cng ty, xy dng c cu t chc ca cng ty - cc b phn v t chc thc hin. Phc v cc cng tc hnh chnh BG thun tin trong ch o iu hnh, phc v hnh chnh cc b phn khc c iu kin hot ng tt. Tham mu xut cho BG x l cc vn thuc lnh vc T chc-Hnh chnh-Nhn s. H tr b phn khc trong vic qun l nhn s v l cu ni gia Ban Gim c v ton th nhn vin trong cng ty. 2.1.8. Phn tch SWOT ca cng ty 2.1.8.1. im mnh (Strenghs) a im kinh doanh thun li, ta lc ti trung tm kinh t thnh ph, c v tr c a v giao thng v giao thng s thu ht khch hng ch n hnh nh cng ty. Intereal l mt trong nhng cng ty u tin trin khai sn giao dch bt ng sn chun vi din tch sn 518,3m2. Sn Giao Dch ra i s lm gim ng k s lng ngi tham gia u t vi mc ch kim li lm khan him th trng to cn st. Khi giao dch qua sn gi c c cng khai, nhiu loi sn phm c gii thiu, thng tin y s trnh c ri ro v thit hi cho cc bn giao dch.

GVHD: Th.s Phm Th Ngc Hng

26

SVTH: o Th Hng Sim

Cng ty c nhiu loi hnh dch v phong ph nh: t vn thit k - xy dng cung ng trang tr ni - ngoi tht; dch v h tr cng chng; bo him bt ng sn v xy dng c chui dch v khp kn cho vic mua bn bt ng sn. Bn cnh , cng ty ang tha hng ngun lc di do v cc d n khu cng nghip, cao c, khu dn c ca cng ty m Khang Thng c nhiu nm kinh nghim to lp d n, tim lc ti chnh hng mnh v l mt thng hiu uy tn trong th trng BS cao cp. c s h tr nhit tnh ca Cng ty m, cc i tc v thit lp mi quan h lu di vi Ngn hng Agribank cho vay tn dng, u t vi li sut u i s l n by p ng nhu cu vn cho hot ng kinh doanh cng ty. L cng ty mi m nhng tp hp ngun nhn lc di do, giu kinh nghim, chuyn nghip v tn ty trong cng vic cng vi h thng cng ngh tra cu cc thng tin hin i. Tp th cn b, i ng nhn vin trong cng ty on kt gip ln nhau v mc tiu pht trin chung ca cng ty, khng ngng hc hi nng cao trnh theo kp nhng tin b trong giai on hin nay. 2.1.8.2. im yu (Weaks) V mi thnh lp nn thng hiu IR ca cng ty cha c nhiu ngi bit n, v th ngun khch n sn giao dch, k gi sn phm cha nhiu. Sn giao dch bt ng sn mi thnh lp nn c nh u t v khch hng vn thiu thng tin v cn d dt, hoi nghi v cc sn giao dch. Do , khch hng vn kinh doanh giao dch theo kiu c, ngi qua sn. Ngun ngn sch chi cho cc hot ng qung co, tip th, mi gii bt ng sn ca cng ty cha nhiu. Th tc hnh chnh cn ri vi nhiu bc th tc rm r, kh hiu d ny sinh giao dch o i vi khch hng. 2.1.8.3. C hi (Opportunities) Thi gian gn y, th trng BS Vit Nam c nhng bc t ph vi hng lot cc khu chung c, khu th mi cc tnh, thnh ph ln mc ln. Do , nhu cu nh , ni lm vic s ngy cng tng trong x hi l mt c hi tt cng ty tm kim ngun u vo, y mnh hot ng kinh doanh gp phn tng doanh s.

GVHD: Th.s Phm Th Ngc Hng

27

SVTH: o Th Hng Sim

Vit Nam tr thnh thnh vin chnh thc ca WTO, v th ngun vn u t trc tip nc ngoi (FDI) vo th trng bt ng sn to ngy cng tng to iu kin thc y s tng trng v pht trin cng ty trong thi gian ti. Hin nh nc trin khai hng lot cc bin php h tr th trng bt ng sn nh: khoanh n, gim thu, khu tr thu thu nhp Quy nh bt buc cc cng ty kinh doanh bt ng sn phi giao dch qua sn giao dch l ni cung - cu gp nhau thun tin nht, nhm lm tng tnh chuyn nghip, hin i trong cc nghip v. 2.1.8.4. Thch thc (Threats) Ngy cng nhiu cng ty BS thnh lp sn giao dch chun s gy kh khn cho Intereal khi phi cnh tranh khc lit trn th trng khng nh thng hiu. Th trng BS ang rt trm lng, th trng st gim ngha l cung v cu trn th trng kh gp nhau. Kinh doanh trong lnh vc BS, tt yu Intereal cng chu nh hng nht nh. Lut nh nc lin quan n kinh doanh bt ng sn mi ban hnh v sa i, b sung trong thi gian gn y cn cha hon chnh v thiu tnh ng b nn cc giao dch BS vn cn mang tnh ngm v o. S suy thoi ca nn kinh t ton cu tc ng tiu cc n nn kinh t ni chung v lnh vc bt ng sn ni ring. V th, cng ty cng chu nh hng xu hng chung ny. 2.1.9. Mc tiu v nh hng pht trin cng ty thi gian ti Vi chin lc pht trin kinh doanh da trn tim lc sn c v tm nhn xa rng v th trng BS Vit Nam, cng vi cc i tc, Intereal hng n mc tiu gp phn xy dng th trng BS tnh minh bch, hp php, s tin cy cao nht trn tng gi tr sn phm v dch v cho mi khch hng trong giao dch. Cng ty Intereal v ang khng ngng n lc, m rng phm vi kinh doanh, pht trin th trng ra quc t trong lnh vc u t, y mnh lin kt vi cc nc v vng lnh th nh: Nga - c - Nht - M - Hng Kng. V th, cng ty xc nh cho mnh phng hng trong tng lai: Xy dng Intereal tr thnh Sn giao dch BS chuyn nghip ti Vit Nam nhm to v th cnh tranh mi v ng vng trn thng trng ang cnh tranh gay gt thi hi nhp. Ha vo xu th pht trin chung ca c nc, vi phng chm S thnh vng v pht trin bn vng ca khch hng l thnh cng ca Intereal, cng ty cam GVHD: Th.s Phm Th Ngc Hng
28

SVTH: o Th Hng Sim

kt lun t quyn li ca khch hng ln hng u c Hiu qu tt nht Gi tr cao nht trn tng sn phm. Trong iu kin cnh tranh, th trng c ngha quan trng i vi kinh doanh, cng ty cn gi chn khch hng truyn thng, xy dng khch hng tim nng v tng cng nng lc giao dch quc t ch ng k kt hp ng, hp tc lu di gp phn tng doanh thu v li nhun cho cng ty. Cng ty mi ra i cn non tr v vic tm kim ngun khch hng n giao dch ti sn cng nh vic nhn bit thng hiu Intereal cn hn ch, v th cng ty ang a ra chng trnh khuyn mi c bit qung co (k gi, rao bn, thu, cho thu) min ph cc sn phm nh t trn cc phng tin truyn thng nhm to dng hnh nh thng hiu trong tm tr khch hng v thu ht khch hng n giao dch nhiu hn. Phn u h chi ph trong cc hot ng nh: qung co, mi gii bt ng sn, xy dng c cu v nh mc ph thch hp. Cng ty ang ch trng o to ngun nhn lc, to iu kin cho i ng nhn vin nm bt, trau di thm kin thc chuyn ngnh bt ng sn. Thnh lp Hi ng thi ua khen thng, Hi ng ha gii ca cng ty theo quy nh. Khng ngng m rng mi quan h trong v ngoi nc nhm nm bt ngun sn phm v tm hiu th trng ln mc tiu, lp k hoch trin khai d n. Mnh dn lin kt vi cc n v, cc tnh c khu quy hoch t ai. Hin ti, Intereal ang thc hin cc d n ln ti: - Bnh nh (khu phi thu quan v khu cng nghip gn lin vi cng nc su vi qui m 600 ha). - B Ra Vng tu (cm cng nghip TTCN Tam Phc 3-4, cm cng nghip Kim Dinh). 2.2. CHIN LC TIP TH D N BNH NGUYN 2.2.1. Tng quan th trng bt ng sn TP.HCM qu 1 nm 2009 Th trng bt ng sn nh TP.HCM trong thng 3 nm 2009, theo nghin cu ca VietRees c phn m hn ln nhng ch i vi th trng s cp (mua - ng k mua trc tip t ch u t), cn th trng th cp (mua i bn li) vn trm lng v cha c tn hiu tch cc hn c bit l i vi cn h cao cp v t nn d n.

GVHD: Th.s Phm Th Ngc Hng

29

SVTH: o Th Hng Sim

Vic m ln ca th trng s cp trong thi gian gn y c xc nh l do cc ch u t h gi sn phm mi xung rt nhiu (40%). Theo quy lut cung cu v nht l i vi nhm khch hng c nhu cu thc s hay nhm nh u t c ngun tin nhn ri chc chn s mua cc bt ng sn ny khi m u t vo cc knh khc ang hm cha nhiu ri ro. Trn bnh din chung th trng cn h cao cp gi c tip tc tng (3%) sau nhng tn hiu tch cc nhng ch mang tnh cc b ca th trng trong thi gian qua, tuy nhin giao dch vn khng c chuyn bin g v cn mc thp. iu ny cho thy tc ng mang tnh tm l v m ng ca th trng cn ln v cha th ci thin nhiu sau hng lot cc c sc va qua ngoi vic ch c ngi mua l cn trng hn trong giao dch. Phn khc th trng si ng Bn cnh nhu cu v nh ca nhng ngi c thu nhp thp vi mc sn sng chi tr l 300 triu/ cn h/ 45- 50m2; VietRees xc nh thm phn khc th trng hp dn dnh cho cc sn phm bt ng sn trung bnh c gi t 1 t ng tr xung l nh ph/ nh n l v cn h c gi thp khong 500 1 t ng. Trong i tng nh ph l cc nh trong hm su v nh vng ven, nh trt hoc 1 trt 1 lu, c din tch nh (< 50 - 70 m2) thch hp vi cc h gia nh nhp c v thu nhp h gia nh di 6 triu ng/ thng v c kh nng thanh ton ngay 1 ln s tin ny lc mua. i tng mua nh cn h chung c c gi 500 700 triu ng (10 triu/ m2) l Cn b - Cng nhn vin c thu nhp n nh cha cn c nh ngay, c th tr trc mt phn v cc phn cn li vay qua ngn hng. i tng ny c th mua cn h trc tip t ch u t. Thu nhp h gia nh 1 thng di 8 triu ng v c kh nng tr thanh ton trc t 1 khong 200 triu ng. i vi dn tnh nhp c hay chun b nhp c vo Tp.HCM nn cn nhc n cc c hi vic lm v c ng, sinh sng cc Tnh ven Thnh Ph nh Bnh Dng, ng Nai hay Long An. Nhng ni ny hin c gi t/ gi bt ng sn thp ph hp hn i vi thu nhp ca a s ngi dn. S trm lng ca th trng trong thi gian qua i vi phn khc th trng cao cp v th cp mua i bn li cng vi s m li ca phn khc th trng s cp mua trc tip t ch u t cng nh th trng bt ng sn dnh cho nhng h gia GVHD: Th.s Phm Th Ngc Hng
30

SVTH: o Th Hng Sim

nh c nhu cu tht v cho thy th trng ly li th qun bnh quyn lc gia ngi bn v ngi mua; khng cn th trng trong tay ngi bn nh trc na. 2.2.2. Gii thiu Khu th mi Bnh Nguyn Php l: Ch u t: Doanh Nghip T Nhn Thng Mi Tho Nguyn. Quyt nh giao t: 435/QD-UBND, ngy 14/02/2008, 5435/QD-UBND, ngy 07/12/2007, 3042/Q UBND, ngy 30/06/2006, 1560/Q UBND, ngy 30/06/2006 v vic ph duyt quy hoch, giao t, cp giy chng nhn quyn s dng t cho Doanh Nghip T Nhn Thng Mi Tho Nguyn. Cn c quyt nh s 3454/Q-CT ngy 07/05/2004 ca ch tch UBND tnh Bnh Dng v vic ph duyt quy hoch chi tit Khu th mi Bnh Nguyn ti x Bnh An, huyn D An, tnh Bnh Dng. V tr a l: Khu th mi Bnh Nguyn l mt trong nhng th trng im ca tnh Bnh Dng, ta lc ti Bnh An, D An, Bnh Dng. K bn lng i hc Quc Gia Tp.HCM, i hc Vit c, K tc x i hc Quc Gia, Trung Tm Gio Dc Quc Phng, ni quc l 1K (cch 800 m) v xa l H Ni (cch 1km). Cch trung tm Tp.HCM (Q1) 16 km. Gn mt lot cc khu chc nng: - Cng vin khoa hc (cch 100m), - i siu th Si Gn Factory Outlet Mall (300m), - Khu du lch Sui Tin (1km), khu lch s vn ha cc dn tc (1km). - Cch khu cng ngh k thut cao. - Sn Golf Qun 9 (2 km). - Cch bnh vin a khoa Th c 5 km, bnh vin D An 4 km. - Gn d n l cc Khu cng nghip ln nh: Khu cng nghip Sng Thn 1,2; KCN Bin Ha; KCN Vit Nam Singapore; KCN Linh Trung, Linh Xun

Quy m d n: Vi din tch 22ha, bao gm: 463 nn nh ph :5 x 20. 131 nn nh bit th: 15 x 20. 10 block chung c. 2 block nh hng dch v GVHD: Th.s Phm Th Ngc Hng
31

SVTH: o Th Hng Sim

1 nh tr, 1 h bi, 1 tennis, 1 cng vin. H s xy dng: 40 80% H s s dng t: 50% H tng: in ngm, h thng thu gom nc ma, h thng x l nc thi: 400m3/ngy. cao 20-30 m so vi mc nc bin, khng bao gi b ngp lt. t i ni vng chc, khng phi nhi cc khi xy nh, tit kim 25% chi ph xy dng. 2.2.3. Xc nh mc tiu tip th Do Sn Giao Dch Bt ng Sn INTEREAL mi thnh lp, nn mc tiu chnh ca chin lc tip th ny l thm nhp th trng v xy dng hnh nh thng hiu INTEREAL trong lng khch hng lm sao va to n tng trong vic gii thiu, qung co v a ra cc chng trnh tip th hp l theo tng giai on to nim tin cho khch hng thng qua cc tin ch, dch v cng ngh thng tin hin i cng nh cung cch phc v chuyn nghip ca i ng nhn vin cng ty. Gii thiu n cc i tng khch hng tim nng, khch hng mc tiu v cc d n do cng ty ang phn phi. Gii thiu v tm kim ngun khch hng cho d n Khu th mi Bnh Nguyn. Tip cn khch hng bn c t. 2.2.4. Phn khc th trng Phn khc th trng cho d n Bnh Nguyn, cng ty da vo s m ln ca khc th trng s cp mua nh trc tip t ch u t qua d bo ca VietRess v qua s nhn nhn th trng thc t hin nay, da vo mc thu nhp ca phn khc khch hng ny. Theo , cng ty a ra 3 phn khc th trng cho d n l: Bit th Gm c 131 l, din tch mi l t 240->600m2, mt 665 ngi. c thit k vi nhiu mu nh p hin i, nhiu cy xanh yn tnh. gia khu bit th c h bi v sn tennis. o Nh ph Gm c 463 l, din tch mi l t 100->170m2, mt 2.315 ngi. c thit k vi 04 mu nh. gia khu nh c cng vin. Nh nhiu v tr khc nhau, khch hng d dng chn c hng ph hp.

GVHD: Th.s Phm Th Ngc Hng

32

SVTH: o Th Hng Sim

Chung c Thit k trn din tch 18.030,4m2 gm nhiu n nguyn to thnh nhm nh c sn li i v cy xanh, l ni sng l tng ca lp tr thc, nhng ngi mi lp gia nh v sinh vin cc trng i hc ln cn. 2.2.5. Phn khc khch hng phn khc i tng khch hng, cng ty da vo nhng c im v v tr a l ca d n v nhng c im nhn khu hc ca khch hng. V tr a l: Bnh Nguyn c nhiu li th v giao thng i li. Tip gip ng vnh ai i Hc Quc Gia Tp.HCM ni Quc l 1K (cch 800m) v Xa L H Ni (cch 1000 m). Cch trung tm Thnh ph H Ch Minh Qun 1 (16 km). c bit, Bnh Nguyn nm bn cnh mt thnh ph i hc: i Hc Quc Gia Thnh Ph H Ch Minh vi trn 20 trng i hc v ni hi t cc vin, khoa nghin cu, trung tm khoa hc, cng vin nh cng vin Khoa Hc (cch 100m); i Siu Th Si Gn Factory Outlet Mall (300m); Khu Du Lch Sui Tin (1000m); Khu Lch S Vn Ha cc Dn Tc (1000m). y l a im thun li i vi tng lp tr thc c iu kin hc tp, nghin cu khoa hc v gii tr. c im v nhn khu hc: Chnh v tr a l thun li nh vy nn ni y tp trung s ngi c trnh hc vn cao rt ng nh cc ging vin trng i hc, cc gio s, tin s v hng ngn sinh vin cc trng i hc H l nhng ngi c thu nhp kh v n nh trong ngnh, ngh nghip vng vng v lun mun m mang kin thc, khm ph ci mi vn xa hn na. 2.2.6. Xc nh khch hng mc tiu Sau khi phn khc khch hng v nghin cu nhu cu th trng nh hin nay, kt qu cng ty tm ra khch hng cn nhm n i vi d n l cc cn b ging vin, gio vin, gio s tin s hin ang ging dy, ang cng tc ti cc trng i hc, cc vin nghin cu khoa hc; hng trm ngn sinh vin ang theo hc ti trng i hc Quc gia Tp.HCM, ta lc trn din tch 650 ha thuc Qun Th c, Tp.HCM; cc c dn ang sinh sng ln cn khu quy hoch d n Bnh Nguyn nh: Bnh Dng, Th c, Qun 9, Tp.HCM. 2.2.7. Tm hiu i th cnh tranh d n GVHD: Th.s Phm Th Ngc Hng
33

SVTH: o Th Hng Sim

D n khu th mi Bnh Nguyn do ch u t l Doanh nghip T Nhn Thng Mi Tho Nguyn m nhn, y l mt trong nhng c ng sng lp Intereal v l i tc kinh doanh thn thit, lu bn ca cng ty Intereal. V th, Doanh nghip tin tng v bn giao chng trnh tip th d n ny cho cng ty m nhim. Li th ca chin lc tip th ny l cha c i th cnh tranh, cng ty s c quyn tip th cho d n, tuy nhin, v c quyn nn trong qu trnh lp tip th s gp kh khn v khng th so snh hiu qu ca chng trnh d n vi cc cng ty khc trn th trng. 2.2.8. Chin lc tip th d n Bnh Nguyn 2.2.8.1. Xy dng h thng thng tin khch hng i ng bn hng (sales) tm kim v cung cp thng tin v danh sch v a ch khch hng l gio vin cc trng i hc, chuyn vin nc ngoi ging dy ti cc trng i hc thuc Lng i hc Th c. Tm kim trn cc website ca cc trng i hc, tm trong danh b mail cc gio vin, danh b in thoi hay thu thp thng tin t nhng ngi thn, nhng ngi quen bit trn a bn sinh sng. Lp mt danh sch tt c khch hng l mc tiu ca mnh sau khi tm kim ngun khch cho d n.
2.2.8.2. Thc hin chin lc sn phm

Lp mt bng h thng nhng tnh nng v li ch ca khu th mi Bnh Nguyn chun b gii thiu vi khch hng qua cc phng tin thng tin ti sn hoc trn cc trang in t, qua mail, in thoi + Tnh nng khu th mi Bnh Nguyn: Khu th mi Bnh Nguyn l mt trong nhng th trng im ca tnh Bnh Dng, ta lc ti Bnh An, D An, Bnh Dng vi qui m 22 ha c qui hoch v thit k hin i, hng n tng lai. - Nm trn din tch 21.6 ha, mt chung 200 250 ngi/ha. - Mt xy dng ti a 50% cho ton khu v 15-80% cho tng nhm. - H s s dng t ti a 1.5 cho ton khu v 0.3 2.8 cho tng nhm. + Bnh Nguyn c u i nhiu thun li: Giao thng thun li: Tip gip ng vnh ai i Hc Quc Gia Tp.HCM ni Quc l 1K (cch 800m) v Xa L H Ni (cch 1000 m). GVHD: Th.s Phm Th Ngc Hng
34

SVTH: o Th Hng Sim

Cch trung tm Thnh ph H Ch Minh Qun 1 (16 km.)

Nm bn cnh mt thnh ph i hc: i Hc Quc Gia Thnh Ph H Ch Minh vi trn 20 trng i hc, cc vin, khoa, trung tm, cng vin

Gn 1 lot cc khu chc nng: Ha cc Dn Tc (1000m); (2000m) An 4 km Gn l cc khu cng nghip ln nh: KCN Sng Nm trn i cao, nn mng vng chc, khng phi ng cc mng khi xy dng, khng bao gi b ngp lt. Tiu chun Khu Th ngang tm Ph M Hng, vi quy hoch p, in ngm, nhiu cy xanh, mi trng vn minh, sinh thi, ni y s l ni l tng cho mi ngi, c bit cho CBCNV Sinh vin v cc Chuyn gia. Khng phi xin giy php xy dng: Khch hng mua t xy nh c tng bn v thit k vi cc mu nh p v hin i. Ch u t c s , xy dng ngay, gi c hp l. Thn 1,2; KCN Bin Ha; KCN Vit Nam Singapore; KCN Linh Trung, Linh Xun Cch bnh vin a khoa Th c 5 km, bnh vin D Cch khu cng nghip k thut cao, sn Gofl Q9 Cng vin Khoa Hc (cch 100m); i Siu Th Si Gn Factory Outlet Mall (300m); Khu Du Lch Sui Tin (1000m); Khu Lch S Vn

Bng 2.1. Bng bo gi t lin kt

GVHD: Th.s Phm Th Ngc Hng

35

SVTH: o Th Hng Sim

STT 1 2 3 4 5 6 7 8 9 10 11

L gii ng (m)

15m 15m, 15m gc 15m, 16m 2 mt tin 15m, 16m gc 2 mt tin 15m +CV 15m, 15m gc + cv hoc 10,700,000 11,100,000 2 mt tin 15m, 16m gc + cv 16m, 19m 11,600,000 12,000,000 2 mt tin 15m, 19m gc + cv 12,900,000 13,400,000 2 mt tin 16m, 22m gc + cv 13,500,000 14,000,000 2 mt tin 22m, 15m 11,900.000 12,400,000 2 mt tin 19m 10,200,000 10,600,000 22m 10,600,000 11,000,000 Ngun: Doanh nghip T Nhn Thng Mi Tho Nguyn

Phng n 90% Phng n 60% Gi chuyn nhng (ng /m2) 9,100,000 9,400,000 9,500,000 9,800,000 9.600,000 10,000,000 10,100,000 10,400,000

Ghi Ch

n gi trn bao gm tt c loi thu, ph, l ph ra giy chng nhn quyn s dng t. Bng gi ny c hiu lc t ngy 06 thng 01 nm 2009 cho tt c cc bng gi trc y. Ghi ch: 8m K hiu ng CV N2 15 m N3, N4, N5, N6, N7, N8, D7, D8 16 m D2, D4, D5, D6 Gc + CV 19 m N1 20 m D3 22 m ng Bnh Nguyn

Cc l i din cng vin

Cc l i in cng vin

Bng 2.2. Bng bo gi t bit th

Phng n 90% STT L gii ng (m)

Phng n 60%

Ghi Ch

Gi chuyn nhng (ng /m2) 1 2 3 4 5 8m 15m, hoc 16m 16m, 8m 15m, 16m 15m, 15m gc cv 8,800,000 9,300,000 9,700,000 9,700,000 10,100,000
36

9,100,000 9,600,000 10,000,000 10,000,000 10,400,000 2 mt tin 2 mt tin 2 mt tin

GVHD: Th.s Phm Th Ngc Hng

SVTH: o Th Hng Sim

6 7 8

15m, 20m hoc 15m, 22m, 16m, 19m hoc 16m, 22m 19m hoc 20m hoc 22m 19m, 20m hoc 20m, 22m

10,300,000 10,200,000 11,900,000

10,700,000 10,500,000 12,300,000

2 mt tin

2 mt tin

Ngun: Doanh nghip T Nhn Thng Mi Tho Nguyn n gi trn bao gm tt c loi thu, ph, l ph ra giy chng nhn quyn s dng t. Bng gi ny c hiu lc t ngy 06 thng 01 nm 2009 cho tt c cc bng gi trc y. Ghi ch: K hiu ng CV 15 m 16 m N3, N4, N5, N6, D2, D4, N2 N7, N8, D7, D8 D5, D6 Cc l i din cng vin Gc + CV 8m 19 m 22 m ng Bnh N1 D3 Nguyn Cc l i in cng vin 20 m

2.2.8.3. Lp ngn sch cho hot ng qung co

Bng 2.3. Bng bo gi chi ph qung co d n Bnh Nguyn.

RAO TIN TRN MNG Stt 1 2 3 Tn trang Web http://www.batdongsan.com.vn http://www.vatgia.com http://www.diaoconline.vn n gi (vn) S lng (ngy) Thnh tin (vn) 150.000 vn/thng (1) Ghi ch Thu ph khi ng tin Vip 15.000/tin/ngy Min ph (khi ng k thnh vin) ng k thnh vin 1/ Thu ph khi ng tin Vip 220.000/tin/thng (c th thay i tin bt c lc no) 2/ ng tin min ph Min ph

15.000 10 ngy vn/tin 0 15.000 30 ngy vn/tin 220.00 0 30 ngy vn/tin 0 -

15.000 vn/thng (2)

http://www.raovatmienphi.com

220.000 vn/thng (3)

http://www.tanggo.com

GVHD: Th.s Phm Th Ngc Hng

37

SVTH: o Th Hng Sim

6 7 8

http://www.raovat123.com http://www.webmuaban.com http://www.nhadat24h.net

0 0 150.00 0 30 ngy vn/tin

150.000 vn/thng (4)

Min ph (khi ng k thnh vin) Min ph Thu ph khi ng tin Vip 150.000/tin/thng

NG QUNG CO TRN CC BO GIY Tn trang bo Ngy pht hnh Ngy 24/04/2009 Ngy 25/04/2009 n gi (vn) S lng (trang) Thi lng ng (k) 2

Mua v Bn

10.000.000

1/2

Thnh tin (vn) 20.000.000 Trang trong vn/2 k (5)

V tr ng

Tng ch ph Marketing d kin: (1) + (2) + (3) + (4) + (5) = 20.535.000VN.

2.2.8.4. Chin lc truyn thng, qung co

+ Tip th ti sn: Khi khch hng n sn, nhn vin sales gii thiu m hnh d n qua cc cng c hin i c sn ti sn nh: Poster, truyn hnh, cc kiosk thng tin, bng tin in t, website cng ty hoc bn chi tit v khu quy hoch tng th ca d n. Ngoi ra, t chc semina vo th 7 hng tun cho cc i tng khch hng tim nng nm bt thng tin d n mt cch y , chnh xc hn. Mi khch hng tham gia vo cc bui thuyt trnh gii thiu d n c t chc ti sn. + Cho hng qua vic gi Mail, th ng: Sau khi sn lc danh sch cc khch hng hng n, tin hnh trao i thng tin v d n qua a ch Email, Fax hoc in thoi cho khch v mi khch n sn giao dch nhn vin cung cp thng tin c th hn. Vit mt Th Ng gii thiu v d n khu th mi Bnh Nguyn, bn di ghi li a ch lin h cng ty kch thch s mong mun tm hiu trong lng khch hng, t s thi thc h nn nng n cng ty; iu ny khng nhng s thu ht khch hng mc tiu m cn to c hi cng ty gii thiu, qung b, hnh nh thng hiu IRv cc dch v ca mnh. GVHD: Th.s Phm Th Ngc Hng
38

SVTH: o Th Hng Sim

Th ng cho bn khu th mi Bnh Nguyn ca cng ty Intereal.

Th Ngo
Knh gi: QU THY C

Li u tin, Cng ty CP Giao Dch Bt ng Sn Quc T

(INTEREAL) xin gi li cho trn trng n Qu Thy C. Knh tha Qu Thy C, Tm mt ni l tng, thun tin sinh hot, i li, lm n, to dng mi m gia nh l vn quan trng c i ngi. V th, quyt nh mua nh t l ci kh: nhiu Qu Thy C mun c mt cn nh/ nn t ti khu th mi c mt ch i v, thun tin vic ging dy vic hc hnh cho con chu v cn l s u t cho tng laiTt c nn tng c m c bt u t TH MI BNH NGUYN. Vi mong mun em li C hi u t & An c tt cho Qu Thy C, CNG TY C PHN GIAO DCH BT NG SN QUC T (INTEREAL) n v trc thuc Cng ty CP Khang Thng l Sn giao dch BS chun p dng cc phng php v m hnh nghin cu cng ngh thng tin hin i, chuyn nghip, ng thi INTERREAL s hu mt i ng chuyn vin v t vn vin c nghip v chuyn mn gii hot ng trn cc lnh vc: GVHD: Th.s Phm Th Ngc Hng
39

SVTH: o Th Hng Sim

 Mi gii BS Tip th - Qung co BS T vn BS

nh gi BS Qun l u gi BS DV H tr Cng chng Bo him BS

T vn Thit k - Xy dng Dch v H tr cc th tc php l BS Cung ng Trang tr ni o to chuyn ngnh BS ngoi tht

Hin nay, d n TH MI BNH NGUYN - Mt khu th v tinh: hin i, y tin ch cng cng, tiu chun Khu th ngang tm Ph M Hng gip ranh vi Thnh Ph i Hc Th c - l mt trong nhng th trng im ca tnh Bnh Dng, ta lc ti Bnh An - D An - Bnh Dng vi qui m 22ha c qui hoch v thit k hin i, hng n tng lai, c giao thng thun li, gn mt lot cc khu chc nng: Cng vin Khoa hc, i Siu Th Si Gn Factory Outlet Mall, Khu Du Lch Sui Tin, Cc Khu Cng Nghipy s l ni AN C tt nht! MI TRNG SNG l tng! C HI PHT TRIN m rng! NN MNG vng chc nht! v ang c nhiu Thy/C hi lng v quyt nh la chn. bit thm thng tin chi tit hoc t trc cuc hn tham quan D N TH MI BNH NGUYN, xin Qu Thy C vui lng lin h vi chng ti theo s in thoi: (08) 3925.1688 hoc truy cp vo trang web: www.intereal.vn. Knh chc Qu Thy C Sc Khe, Thnh Cng v Hnh Phc! Trn trng knh cho, Tp.H Ch Minh, ngy thng nm 2009

GIM C KINH DOANH & MARKETING

+ Tip th trn cc phng tin truyn thng: ng qung co trn cc loi bo giy: ng qung co d n Bnh Nguyn trn cc t bo khch hng mc tiu hay c thng ngy nh: Bo Mua v Bn, Tui Tr, Ph N, Th Trng Bt ng Sn.

GVHD: Th.s Phm Th Ngc Hng

40

SVTH: o Th Hng Sim

ng tin cho bn Khu th Bnh Nguyn qua cc bi vit c ni dung gii thiu d n vi cc c tnh v li ch cng nh cho gi bn khi im, cc dch v khuyn mi, chm sc khch hng sau khi mua nh km theo a ch lin h. Vit mt tin HOT c ni dung ngn gn, hp dn khch hng v ng trn cc t bo. ng qung co trn cc Website in t:

Bng 2.4. Quy nh qung co bt ng sn ca sn Intereal

STT 1 2

HNH THC QUNG CO

MC PH (nghn ng)

THI GIAN QC

Dn trang qung co ti sn giao dch a ln bng in t & Kiosk thng tin a ln Website www.intereal.vn v www.diaoconline.vn Qung co Video Clip trn Website www.intereal.vn; www.diaoconline.vn v a ln 03 mn hnh LCD trn sn 20 ln/ngy

200 200

01 thng 01 thng

300

01 thng

400

01 thng

Ngun: Phng Kinh Doanh

Thi lng Video Clip qung co khng qu 2 pht trn Website v 5 pht trn

LCD.
Mc ph gia hn dch v qung co ti sn INTEREAL bng 80% so vi mc qung

co ln u i vi cng mt loi sn phm.

Khch hng phi thng bo gia hn cho nhn vin Intereal ti thiu 3 ngy lm vic

(khng k Ch Nht v ngy L theo quy nh) trc khi kt thc thi hn qung co ln 1. Nh vy, da vo quy nh qung co bt ng sn ti sn, i ng quay phim kt hp phng Cng ngh thng tin s cho ng Video Clip gii thiu hnh nh ton khu GVHD: Th.s Phm Th Ngc Hng
41

SVTH: o Th Hng Sim

th mi Bnh Nguyn trn cc Kiosk thng tin ca sn, trnh chiu ln 3 mn hnh LCD ca sn vi thi gian 4 pht trong vng 20 ngy v trnh chiu trn website ca sn Intereal: www.intereal.vn, www.diaoconline.vn trong vng 30 ngy vi thi gian 1,5 pht. Tin hnh cch thc qung co ny bng cch ghi hnh cc chi tit ca d n khu th mi Bnh Nguyn thnh mt video. Ni dung video ny s trnh chiu tng th v m hnh khu th thi im hin ti vi nhiu c im thun li, sau l kt cu, ni tht v mi trng xung quanh khu d n, t ng i n tin, hu cnh quan v tng phng c ca khu d n trong tng lai. Ngoi ra, thit k mt tin cc HOT c ni dung gim gi hp dn cho d n li cun khch hng v rao trn cc trang web khch hng thng quan tm nh:www.batdongsan.com.vn,www.vatgia.com,www.diaoconline.vn,www.raovatmienp hi.com,www.tanggo.com,www.raovat123.com,www.webmuaban.com,www.nhadat24h. net. 2.2.8.4. Tin hnh chng trnh xc tin bn hng Ngoi ra, mt hnh thc tuyn truyn khc cng ng vai tr khng km phn quan trng trong cc hot ng qung b thng hiu INTEREAL l thc hin cc chng trnh khuyn mi cho d n. Vi d n Bnh Nguyn, sau khi tnh ton lng chi ph, cng ty ra cc hnh thc khuyn mi trong iu kin cho php: - Gim 20% gi tr 10 l t cho nhng khch hng mua u tin. - Mi khch hng c mua ti a 2 l (u tin khch hng t cc trc). - Gim 15% gi tr hng ha khi mua cc trang thit b ni ngoi tht ti Cng ty Phng Tho & Wirl (Cng ty T vn Thit k - Xy dng Cung ng g - Trang tr ni, ngoi tht). ng thi, cng ty s h tr t vn v vay vn ti cc Ngn hng chin lc ca Intereal (Ngn hng Agribank) vi cc phng thc thanh ton linh hot. T vn php l min ph cc dch v cho khch hng. Tng b bn v thit k nh ph, bit th cho khch hng. Tng 20 % gi tr g trang tr ni tht trong gia nh nh: tng mt b bn gh g cho phng khch ca bn hoc mt t buph g ng chn bt phng bp, c th l mt bn n di ng hoc mt ging g sang trng cho i tnh nhn mi ci hoc khch hng thn thit gn b lu di. GVHD: Th.s Phm Th Ngc Hng
42

SVTH: o Th Hng Sim

Tng phiu coupon mua g trang tr ni tht ti Showroom ca Cng ty lin doanh Phng Tho v Wirl vi gi khuyn mi l 15 %. Gim 25 % gi t phng cho khch hng l nhng i tnh nhn tr, mi kt hn hng tun trng mt vo 2 ngy cui tun v ngh ngi ti DNTN Khch sn Phng Tho. p dng chng trnh rt thm trng thng trong ngy khnh thnh d n khu th, khch hng trng thng s c tng phiu mua hng min ph trong gii hn 200 ngn ti siu th Coop mart. 2.2.8.5. Dch v chm sc khch hng Sau hng lot cc hot ng tip th tip cn khch hng, sau khi bn c t hoc giao dch thnh cng, cng ty nn ch n dch v chm sc khch hng nhm gi chn khch hng tim nng v to n tng tt hnh nh cng ty. Tng 2 v coupon i du lch ni Chu Thi Bnh Dng cho khch hng mua u tin hoc khch hng mua vi din tch ln cho thu hoc k gi nh t. Thng xuyn gi in thoi thm hi khch hng, gi nhng li chc tt p n mail ca khch hoc mi khch hng cng i ung mt tch c ph qua thm d thng tin v nhu cu khch, t kch thch mong mun ca khch ng thi vi thi thn thin, quan tm n khch gp phn to dng hnh nh tt p, n tng trong lng khch hng v cung cch phc v nhit tnh ca nhn vin. T , uy tn, thng hiu ca cng ty s dn c nhiu ngi bit n.

HOT
AN C LC NGHIP CNG TH MI BNH NGUYN TN HNG MI TRNG SNG L TNG Gim 20% gi tr 10 l t cho khch hng mua u tin C hi khng n 2 ln Lin h ngay

GVHD: Th.s Phm Th Ngc Hng

43

SVTH: o Th Hng Sim

CHNG 3: MT S KIN NGH V BIN PHP NNG CAO HIU QU HOT NG TIP TH CHO D N KHU TH MI BNH NGUYN TI CNG TY INTEREAL
3.1. MT S BIN PHP NNG CAO HIU QU HOT NG TIP TH I VI D N KHU TH MI BNH NGUYN. Vi chin lc pht trin kinh t theo hng cng nghip ho v ln sng u t tng mnh khi Vit Nam ra nhp WTO, cng vi tc th ho tng nhanh, nhu cu nh , vn phng lm vic, khu th, trung tm thng mi, cc cao c v cc khu cng nghip cho sn xut rt ln. Tuy nhin, c th ng vng trong tnh hnh mi, duy tr hot ng kinh doanh hiu qu ng thi ngy mt khng nh thng hiu, uy tn cng ty trn th trng, cng ty cn nhn thc c nhng kh khn ang t ra trc mt, phn tch nhng im yu cn tn ti ra phng n khc phc. Trn c s nhng u im v hn ch cn tn ti trong qu trnh thc hin chin lc tip th d n khu th mi Bnh Nguyn, cng ty cn c cc gii php nhm hon thin v nng cao hn na chng trnh tip th d n ny cng nh cc d n khc na trong tng lai. 3.1.1. Ch ng tm kim thng tin v tip cn khch hng Nghin cu nhu cu ca khch hng c phng php bi bn, bng cch thu ngi pht cc bng cu hi kho st kin ca cc i tng tui t 25 n 50 tui, khng phn bit gii tnh v mong mun nu c iu kin mua nh, bn mong c nh mnh nh th no ti a bn khu th Bnh Nguyn, thm nhp vo cc trng i hc Quc Gia qun Th c, qun 9. Tm c khch hng mc tiu v sau khi tin hnh chin lc tip th, qung co trn cc knh thng tin hoc gi th ng n khch, cn ch ng tip cn ni chuyn vi khch hng qua in thoi, trao i qua mail, fax ch khng b ng Ngi ch sung rng, ch khi khch hng cn bit thm thng tin th s t ng lin lc vi cng ty hoc khch hng n ti Sn giao dch mi bit thm thng tin chi tit c. Khng ngng cp nht thng tin t khch hng mc tiu, t cc cng ty cnh tranh v xu hng tiu dng bt ng sn hin nay trn th trng, yu t cung cu nh

GVHD: Th.s Phm Th Ngc Hng

44

SVTH: o Th Hng Sim

tc ng n k hoch tip th khu d n nh th no c th tung chin lc tip th ra ng thi im. 3.1.2. Ch xy dng hnh nh cng ty To lp mi quan h lu di vi khch hng qu kh v hin ti. Nu khch n cng ty khng phi l khch hng mc tiu th cng cn hng dn, gii thiu v d n mt cch nhit tnh, khi h ra v khng qun gi tng mn qu nh, c th l cun s c in Logo cng ty, brochure hoc tp san ca Intereal v ni li cm n khch hng n cng ty. Vicung cch lm vic nhit tnh, chu o s gy n tng thin cm trong lng khch hng, t h s chia s thng tin cho nhng ngi thn ca h v khi c nhu cu, khch hng s li tm n cng ty. y cng l mt trong nhng cch khng nh hnh nh thng hiu IR trn th trng hiu qu. Quyt nh mua nh quyt nh c i ngi, v th khch hng s cn nhc rt k trc khi mua, trong thi gian , nhn vin bn hng thng xuyn gi in hi thm sc khe, cng vic v kch thch nhu cu ca h ng thi to nim tin, s chn thnh h qua uy tn v hnh nh thng hiu IR. y l cch tip cn khch hng nh vo tm l, tnh cm ngi Vit Nam vn rt giu cm xc gp phn xy dng hnh nh cng ty ngy cng vng mnh. 3.1.3. Nng cao hiu qu Website cng ty Hnh nh trang web th hin b mt ca cng ty. V th, trang web cn thit k phong ph hn cc cng c tm kim, chc nng h tr khch hng phn hi li kin v cht lng sn phm, dch v v thng tin d n. Qua , gip cng ty nhn ra mt hn ch v iu chnh li website nhm p ng hiu qu trang web tt hn cho khch hng. Trang web ca cng ty nn c thit k a dng v c th ha hn cc d n ang trin khai vi nhng hnh nh tht s chp c t thc t khu th cng nh cc m hnh, s quy hoch ca d n ch khng nn a nhng hnh nh ch mang tnh cht minh ha cho d n. Khi rao cc tin qung co cho bn t khu th Bnh Nguyn trn cc phng tin truyn thng, hn ch ng cc mu qung co vi chi cht cc ch, nh th s mt cng sc v thi gian cho khch hng tm c v chn la theo mc ch tiu dng ca h. Thay vo , ch ni nhng im ni bc nht ca khu t v nhng i ng t cng ty. GVHD: Th.s Phm Th Ngc Hng
45

SVTH: o Th Hng Sim

3.1.4. a dng cc phng tin qung co Bn cnh qung co trn bo giy, trn Internet, nn qung co thm d n ny qua tp san, danh b cng cc phng tin qung co ngoi tri khc. Thit k bng bngdroll ngoi tri treo ti cc trc ng t ng chnh qun Th c, hoc ti a bn c dn Khu th Bnh Nguyn vi ni dung kch thch nhu cu cn mua nh ca khch hng tim nng n trao i thng tin v tham quan m hnh d n ti sn Intereal. Qua , cng ty c th qung b hnh nh, thng hiu ca mnh n khch hng hiu qu hn. Mt cch qung co khc, cng ty xin giy php ca B Xy Dng cho php in ton cnh khu th mi Bnh Nguyn nhn v tng lai trn ta nh cao tng, cao c ca thnh ph, pha di km theo a ch hai hnh nh thng hiu ca ch u t d n v cng ty Intereal nhm gip khch hng dn thn quen vi hnh nh cng ty hn v gi li trong tm tr lu di v sau. 3.1.5. To s khc bit trong qung co Trong chin lc qung co bng vic ghi hnh Video Clip, lc ghi hnh khu d n th Bnh Nguyn trong tng lai, ta c th thu mt s din vin ng cnh mt gia nh tr gm chng, v v mt con trai ang i do vn cng vin quanh ngi nh bui sng tinh m, ngi chng hi mt bng hoa hng ti thm tng v v con trai ca h ang ui bt bm trong vn hoa. Lm c iu ny s lm ni bc kha cnh hp dn cho khu d n, li cun s ch ca khch hng v khng gian sng xung quanh khu th mi Bnh Nguyn. Bn cnh , trc khi kt thc on Clip, cn cho hin hnh nh thng hiu km theo dng thng ip mun gi n khch hng ca nh u t d n Bnh Nguyn v cng ty Intereal khch hng khi xem qung co va tha mn nhu cu ca mnh v mt khc, cng ty thu ht thm lng khch hng bit n mnh. 3.1.6. Cc phng thc tip th khc Cng ty c th gii thiu hnh nh d n ny trn cc hi ch trin lm th trng a c, ti cc cuc hi tho ca Doanh nghip bt ng sn Vit Nam nhm tm kim thm khch hng c nhu cu, khch hng tng lai cho d n, ng thi thm d th hiu khch hng cng nh so snh cc d n cng loi khc trn th trng, tm kim c hi.

GVHD: Th.s Phm Th Ngc Hng

46

SVTH: o Th Hng Sim

Ngoi vic qung co, cng ty nn son mt bng ti liu trnh by nhng c im ca d n thay v ch gii thiu m hnh d n. Cn thit k bi trnh by tht n tng thu ht khch hng v khin h nghim tc xem xt d n mt cch thc t. Hoc cng ty cng c th thit k mt bi Powerpoint tht hp dn trong ch ra nhng a im c a ca cc to nh, ng s v cc khu vc dch v c th mang li nhiu tin ch v nhn mnh mt s thuc tnh ca cc phn . Cch lm ny t tn km v d dng thc hin cng ty trnh chiu Slide gii thiu m hnh khu th i vi khch hng khi n sn giao dch. Mt phng n tip th truyn thng rt hiu nghim t xa n nay l tip th theo kiu truyn ming. Ngha l cc nhn vin trong cng ty ngoi vic tm kim ngun khch bn ngoi, cn ch ng gii thiu d n khu th n nhng ngi thn trong gia nh, nhng ngi hng xm, bn b, hoc cc thy, c gio trc kia. Cng ty cn chi ph nhiu hn cho cc hot ng tip th tng tnh hiu qu ca hot ng. hot ng tip th hiu qu hn, cng ty cn t chc mt bui tic ra mt v mi nhng ngi c th gip bn c khu t nh cc nh mi gii bt ng sn, cc i l bn hng, trung tm c lm vic uy tn bn ngoi nu r mc ch bui ra mt ny h bit cn lm nhng g v s tin hoa hng h c th nhn c qua vic tham gia bn hng, gii thiu khu th n khch hng tim nng cho cng ty. 3.1.7. Tng cng dch v chm sc khch hng Ngoi cc dch v khuyn mi, cng ty cn quan tm n dch v hu mi i vi khch hng, khch hng nhn c nhiu li ch t cng ty v cng l cch cng ty xy dng n tng tt p trong lng khch v cung cch phc v ca nhn vin. Nu c trc trc trong h thng in, nc sinh hot ca khch hng sau khi d n c hon thnh, cng ty cn t trm x l gn ti khu th nhn vin kp thi n gii quyt cho khch hng. Gi tng mn qu nh hoc bu thip chc mng ti khch hng trong ngy sinh nht ca h, ngy Nh gio Vit Nam, Quc t Ph n Vo nhng dp cui tun, c th gi in mi h cng i ung mt cc c ph, ngi tn gu hi thm v cng vic ca khch hng, lun ti ci v th hin s quan tm, ng tnh vi nhng suy ngh ca khch.

GVHD: Th.s Phm Th Ngc Hng

47

SVTH: o Th Hng Sim

Mi khch n d bui l khai trng Sn giao dch, qua gii thiu cc d n m ng ty ang thc hin , hoc mi khch n d tic sinh nht cng ty trn mt nm ra i vo cui nm nay. 3.2. MT S KIN NGH 3.2.1. i vi Nh Nc Vit Nam chnh thc gia nhp WTO, v vy, cc chnh sch h tr dn dn c xa b v thay vo l s t thn vn ng ca cc doanh nghip. Tuy nhin, bn cnh t nghin cu, tm hiu th trng ca cc doanh nghip th nh nc cng cn ra cc chin lc c th v h tr bng cc cng c qun l v m cho cc doanh nghip h xc nh phng hng kinh doanh. Tng bc hon thin h thng quy phm php lut v kinh doanh bt ng sn nhm thu ht nhiu nh u t nc ngoi vo Vit Nam. ra cc k hoch ti chnh nhm gip doanh nghip tip cn ngun vn vay t ngn hng vi li sut hp l chi tr cho chi ph qung co tip th, mi gii nh t. Hon thin cc chnh sch h tr doanh nghip nh: khoanh n, gim cc loi thu t ai, khu tr thu thu nhpcho ngi mua nh ln u. Hnh thnh mt th trng bt ng sn cng khai, minh bch v y thng tin hn na cung cp cho ngi mua v ngi bn. Cn ban hnh chng trnh khung o to, bi dng kin thc v mi gii, tip th - qung co, nh gi bt ng sn; qun l iu hnh sn giao dch bt ng sn tng tnh chuyn nghip v p ng nhu cu ca x hi. Cn i li ngun cung - cu v kim ch lm pht: Cn t chc cuc iu tra ngun cung - cu v nh , cn h v thu nhp ca Vit Nam c c s cn i li cung cu v nh gi tim nng ca th trng bt ng sn Vit Nam trong tng lai, t a ra cc chnh sch nhm kch cu th trng bt ng sn hin nay mt cch hp l. T chc cc n v chuyn mn v hot ng tip th - qung co, mi gii, nh gi bt ng sn c th chng khon ho cc ti sn v bt ng sn, to iu kin cho vic mua bn, chuyn nhng, cm c, pht mi trn th trng. Cn h tr cc doanh nghip trong vic thu thp, tm kim th trng, phn tch thng tin v d bo th trng bt ng sn bng nhiu hnh thc nh: t chc cc hi GVHD: Th.s Phm Th Ngc Hng
48

SVTH: o Th Hng Sim

tho chuyn , bui ta m, bn trn doanh nghip, cc tp san hoc pht sng trn cc bn tin hng ngy doanh nghip tin theo di, cp nht y din bin th trng c th lp k hoch kinh doanh, tip th cho cc d n. 3.2.2. i vi Doanh Nghip Lun xc nh mc tiu khng ngng xy dng, bo v, qung b thng hiu v ngy cng nng cao uy tn ca Doanh nghip. Cng c v m rng th trng u t kinh doanh theo tng l trnh c th, a dng ha cc lnh vc kinh doanh. Nng cao ngun nhn lc: Tng cng cng tc nng cao trnh qun tr i vi lnh o doanh nghip v bi dng, o to nghip v chuyn su cho cc nhn vin nng cao trnh nghip v, sc m ng nhng nhim v c giao. ng thi, doanh nghip nn c chin lc thu ht ngi ti bng vic kt hp vi cc trng i hc, cao ng tuyn dng nhng sinh vin gii sp ra trng nhm xy dng cho mnh i ng nhn vin tr, nng ng c th m nhim cc v tr chuyn mn quan trng sau ny. Doanh nghip cn ch trng xy dng cc chnh sch i ng nh chnh sch lng, thng hp l gi n nh lng nhn vin ca mnh, nht l nhng nhn vin gii. o to i ng nhn vin gii k nng ngoi ng, giao tip vi khch hng, c bn lnh, giu ngh lc ng u vi kh khn v cnh tranh trn th trng. To iu kin cho nhn vin tip cn mi trng thc tin, i thc t kho st cc d n tch gp kinh nghim cho mnh. Nng cao nng lc cnh tranh: Trong tnh hnh kh khn hin nay, cc Doanh nghip cn nng cao nng lc cnh tranh ca mnh vi chin lc bi bn trnh thua l, ng ca v ph sn. Mun vy, cn ch ng nh gi thc lc kinh doanh ca mnh v tm ra nhng im mnh c bn pht huy linh hot trong tng thi k kinh t. Phn tch cc yu t ni ti bn trong tc ng n nng lc cnh tranh ca Doanh nghip nh: cht lng sn phm dch v; s a dng ca dch v cung cp; ngun nhn lc; kh nng pht trin th trng; thng hiu, uy tn; nng lc ti chnh; nng lc t chc, h thng thng tin bt ng sn..., so snh nhng im ny vi cc i th cnh GVHD: Th.s Phm Th Ngc Hng
49

SVTH: o Th Hng Sim

tranh a ra nhng cch thc tip th khc bit, c o hn i th nhng cng phi ph hp vi kh nng ti chnh Doanh nghip. Ngoi ra, Doanh nghip cn nghin cu chuyn i m hnh qun l theo phng php qun tr hin i t MBO sang MBP hot ng c hiu qu hn. xut m hnh t chc tip th: Doanh nghip cn xy dng phng n tip th tht s hng n ng nhm i tng khch hng mc tiu ca mnh v xc nh mt cch r rng tng phn khc khch hng gim thiu kinh ph trong qu trnh truyn ti thng tin n th trng. Nng cao cht lng sn phm dch v v a dng ha cc dch v cung cp hn na. Cn phn b li c cu cc sn phm ca mnh nhiu phn khc, tp trung sn phm vo nhu cu hin ti ca khch hng. V khi ngun sn phm BS ngy cng nhiu th cht lng sn phm dch v cng c khch hng quan tm n nhiu hn. Ngoi ra, Doanh nghip cn u t nhiu vo ngn sch hot ng Marketing tip th trn cc knh truyn thng. Mun th, Doanh nghip cn y mnh vic hp tc lin doanh, lin kt vi cc Ngn hng thng mi m rng knh huy ng vn vay phc v nhu cu tip th, qung co cc d n. Nghin cu, thu thp thng tin th trng: Khng ngng cp nht thng tin trn cc phng tin truyn thng, t B Xy Dng, quy nh Nh nc, nm bt din bin th trng bt ng sn hng ngy v quan h cung cu nh iu chnh k hoch tip th hiu qu, ph hp thi c. Cn xc nh ng khch hng mc tiu tip th, khng tip th i tr n tt c mi ngi s khng lng ph cng sc, ngn sch m cn em li hiu qu. Mun vy, Doanh nghip cn thnh lp nhm chuyn v nghin cu th trng, thm d hnh vi mua sm, nhu cu th hiu khch hng v thng xuyn theo di cp nht y din bin ca th trng nm bt nhng c hi cng nh nguy c, kp thi iu chnh k hoch qung co sp tung ra th trng. Cn thc hin chin lc ng thi im. Khi mun a chin lc tip th vo thc t, Doanh nghip phi hon ton chc chn rng gi cho hng c bit chnh xc. Do , Doanh nghip nn xem xt nhng phn ng t th trng mc tiu v m bo rng gi ny c ch trn tt c cc knh bn hng, chin dch v thng ip tip th.

KT LUN
GVHD: Th.s Phm Th Ngc Hng
50

SVTH: o Th Hng Sim

Tuy mi thnh lp v i vo hot ng trong trong thi gian cha lu, cng ty Intereal t ho tr thnh mt trong nhng thnh vin ca cng ty C phn Xy Dng Thng Mi Khang Thng ng hng Toptenv thc lc v uy tn ti Vit Nam trong lnh vc xy dng cc cng trnh. c bit, qua s kin thnh lp Sn Giao Dch Bt ng Sn Quc T (Intereal) l mt bc t ph nhm hng ti mt tm cao mi, a dng, hin i v chuyn nghip hn trong chin lc u t xy dng pht trin bt ng sn cng ty ng thi m ra nhiu c hi thu ht cc nh u t, cc t chc, c nhn trong v ngoi nc c th tip cn, thc hin vic giao dch bt ng sn an ton, nhanh chng. Tuy nhin, lm c iu ny, vn t ra i hi lnh o v ton th nhn vin cng ty phi n lc ht mnh, bng cch a dng ha cc lnh vc kinh doanh, xy dng khung php l ngy cng minh bch, hp php; cc bc trong quy trnh giao dch dch v nhanh chng, hiu qu Khng ngng i mi phng php lm vic, t hon thin mnh p ng nhu cu khch hng mt cch tt nht. T nhng kin thc sn c v nhng kin thc thu thp c trong qu trnh thc tp, em nhn ra mt iu rng l thuyt v thc t lun b sung cho nhau, kin thc khng c coi l y nu thiu mt trong hai mt ny. Hin nay, cc cng ty kinh doanh bt ng sn nc ta ang phi i mt vi mi trng kinh doanh y bin ng, din bin phc tp v c nhiu ri ro. p lc cnh tranh ngy cng gia tng v con ng i pha trc ca Cng ty cn nhiu chng ngi, ch cn thiu thn trng v nhy bn s d ri xung vc ph sn. Do , mun t c mc tiu ra, Cng ty cn c s phi hp nhp nhng v cht ch tng bc, trong nhn t con ngi l cu ni quan trng nht, ngha l ngi lm cng tc Marketing tip th phi gii v chuyn mn, c nhy bn, nhiu sng to c o, d on xu hng tiu dng trong tng lai, am hiu su sc th hiu khch hng v kinh nghim thc tin, c mi quan h rng ri. Trn c s thy c vai tr quan trng ca vic lp chin lc tip th, cng ty cn ch trng u t cng sc v tm huyt ng thi khng ngng hon thin, nng cao hiu qu tip th thng qua cc bin php nh xy dng phng n tip th, pht huy tinh thn sng to, ch ng lm vic ca nhn vin, ch xy dng hnh nh cng ty, nng cao kh nng cnh tranh trn th trng, quan tm nhiu dch v chm sc khch hng, u t nhiu hn cho ngn sch tip th, qung co GVHD: Th.s Phm Th Ngc Hng
51

SVTH: o Th Hng Sim

Hi vng trong tng lai, cng ty Intereal s t c mc tiu ra v ngy cng khng nh thng hiu ca mnh trn trng quc t, c bit phng Marketing Truyn thng cng ty s tung ra cc chin lc tip th c o thu ht ng o khch hng mc tiu cho cc d n bt ng sn sau ny.

KT LUN

GVHD: Th.s Phm Th Ngc Hng

52

SVTH: o Th Hng Sim

Tuy mi thnh lp v i vo hot ng trong trong thi gian cha lu, cng ty Intereal t ho tr thnh mt trong nhng thnh vin ca cng ty C phn Xy Dng Thng Mi Khang Thng ng hng Toptenv thc lc v uy tn ti Vit Nam trong lnh vc xy dng cc cng trnh. c bit, qua s kin thnh lp Sn Giao Dch Bt ng Sn Quc T (Intereal) l mt bc t ph nhm hng ti mt tm cao mi, a dng, hin i v chuyn nghip hn trong chin lc u t xy dng pht trin bt ng sn cng ty ng thi m ra nhiu c hi thu ht cc nh u t, cc t chc, c nhn trong v ngoi nc c th tip cn, thc hin vic giao dch bt ng sn an ton, nhanh chng. Tuy nhin, lm c iu ny, vn t ra i hi lnh o v ton th nhn vin cng ty phi n lc ht mnh, bng cch a dng ha cc lnh vc kinh doanh, xy dng khung php l ngy cng minh bch, hp php; cc bc trong quy trnh giao dch dch v nhanh chng, hiu qu Khng ngng i mi phng php lm vic, t hon thin mnh p ng nhu cu khch hng mt cch tt nht. T nhng kin thc sn c v nhng kin thc thu thp c trong qu trnh thc tp, em nhn ra mt iu rng l thuyt v thc t lun b sung cho nhau, kin thc khng c coi l y nu thiu mt trong hai mt ny. Hin nay, cc cng ty kinh doanh bt ng sn nc ta ang phi i mt vi mi trng kinh doanh y bin ng, din bin phc tp v c nhiu ri ro. p lc cnh tranh ngy cng gia tng v con ng i pha trc ca Cng ty cn nhiu chng ngi, ch cn thiu thn trng v nhy bn s d ri xung vc ph sn. Do , mun t c mc tiu ra, Cng ty cn c s phi hp nhp nhng v cht ch tng bc, trong nhn t con ngi l cu ni quan trng nht, ngha l ngi lm cng tc Marketing tip th phi gii v chuyn mn, c nhy bn, nhiu sng to c o, d on xu hng tiu dng trong tng lai, am hiu su sc th hiu khch hng v kinh nghim thc tin, c mi quan h rng ri. Trn c s thy c vai tr quan trng ca vic lp chin lc tip th, cng ty cn ch trng u t cng sc v tm huyt ng thi khng ngng hon thin, nng cao hiu qu tip th thng qua cc bin php nh xy dng phng n tip th, pht huy tinh thn sng to, ch ng lm vic ca nhn vin, ch xy dng hnh nh cng ty, nng cao kh nng cnh tranh trn th trng, quan tm nhiu dch v chm sc khch hng, u t nhiu hn cho ngn sch tip th, qung co

GVHD: Th.s Phm Th Ngc Hng

53

SVTH: o Th Hng Sim

Hi vng trong tng lai, cng ty Intereal s t c mc tiu ra v ngy cng khng nh thng hiu ca mnh trn trng quc t, c bit phng Marketing Truyn thng cng ty s tung ra cc chin lc tip th c o thu ht ng o khch hng mc tiu cho cc d n bt ng sn sau ny.

GVHD: Th.s Phm Th Ngc Hng

54

SVTH: o Th Hng Sim