LI M U S vn ng pht trin ca th gii trong nhng nm gn y vi xu th ton cu ha nn kinh t th gii to ra nhng thch thc mi trong kinh doanh.

. Sn phm c th c thit k ti mt quc gia, sn xut, lp rp ti quc gia khc, th trng l ton cu. Cc nh sn xut, phn phi v khch hng ngy nay c quyn la chn sn phm hng ha c cht lng vi gi c ph hp tt c mi ni trn th gii. Vic xo b cc hng ro thu quan, t do ha thng mi lm cho cc doanh nghip nu mun tn ti pht trin phi nng cao cht lng, h gi thnh.Cuc cnh tranh ton cu , ang v s tr nn ngy cng mnh m vi qui m v phm vi ngy cng ln. S pht trin ca khoa hc v cng ngh cho php cc nh sn xut nhy bn c kh nng p ng ngy cng cao nhu cu khch hng, to ra li th cnh tranh.Tnh hnh trn khin cho cht lng tr thnh yu t cnh tranh, tr thnh yu t quyt nh s tn ti v pht trin ca doanh nghip. Cht lng tr thnh mt ngn ng ph bin. thu ht khch hng, cc doanh nghip, t chc ( gi chung l t chc) cn a cht lng vo ni dung qun l. S ha nhp ca cht lng vo mi yu t ca t chc t hot ng qun l n tc nghip s l iu ph bin v tt yu i vi bt k mt t chc no mun tn ti v pht trin, qua cho thy tm quan trng ca qun l cht lng. Trong tnh hnh cnh tranh trn quy m ton cu hin nay, tn ti v pht trin, doanh nghip phi sn xut c nhng sn phm p ng c yu cu ca i tng tiu dng ca minh. ng trn quan im khch hng, cc yu t tc ng n quyt nh ca khch hng trong vic mua mt sn phm hoc dch v chnh l cht lng sn phm, gi c v thi gian giao hng. bt k i tng khch hng no, cht lng lun l mi quan tm hng u nh hng ti quyt nh tiu dng ca h. Trc i hi ngy cng cao ca khch hng khi m th trng ngi tiu dung thay th cho th trng sn xut trc kia, doanh nghip ang gp phi mt bi ton kh, va lm sao sn xut ra nhng mt hng c cht lng cao, gi thnh r m m bo c li nhun ng thi lun sn c vi gi cnh tranh . Trong bi cnh nh vy, cch tt nht cho doanh nghip tn ti v pht trin l m bo nim tin cho khch hng v cht lng sn phm v dch v ca mnh thng qua mi trng sn xut kinh doanh m trong tng c nhn tng cp c thc v cht lng, v c bit mi quyt nh phi da trn nguyn l coi khch hng l trung tm. V lm c tt c cc iu ,cc doanh nghip phi hiu r v m bo thc hin tt nguyn tc nh hng vo khch hng trong qun tr cht lng ca doanh nghip.

I.

C s l lun ca nguyn tc nh hng vo khch hng theo qun l cht lng. 1. Khch hng v nhu cu khch hng .

1.1 Khch hng. 1.1.1 khi nim khch hng. Trong nn kinh t th trng, vi mi trng cnh tranh gay gt nh hin nay khi cht lng sn phm tr thnh mt trong nhng cn c quan trng nht quyt nh s mua hng ca khch hng th vic xc nh khch hng v nhu cu ca h c ngha c bit quan trng i vi cc doanh nghip. Khch hng l iu kin tin quyt mi doanh nghip c th tn ti v pht trin.V vy m theo quan im ca qun l cht lng ISO 9000:2005 a ra khi nim khch hng nh sau : Khch hng l t chc hay c nhn nhn mt sn phm. V d : ngi tiu dng ,ngi hng dch v,ngi s dng cui cng, ngi bn l, ngi c hng li v ngi mua. I.1.2. Phn loi khch hng Theo quan im qun l cht lng hin i, khch hng c hiu l t chc hay c nhn nhn mt sn phm th : Theo cch nhn nhn nh vy, khch hng c chia thnh 2 loi :
-

Khch hng bn trong: L ton b mi thnh vin, mi b phn trong doanh nghip c tiu dng cc sn phm hoc dch v cung cp ni b trong doanh nghip. Mi ngi va l ngi cung ng va l ngi sn xut, ng thi li l khch hng. Trng hp nhng ngi lao ng ng trn dy chuyn sn xut th d xc nh khch hng, nhng i vi cn b qun l v lao ng gin tip khng nm trong dy chuyn sn xut vic xc nh ai l khch hng khng n gin. Khch hng bn ngoi: l ton b nhng c nhn, t chc c nhng i hi trc tip v cht lng sn phm ca doanh nghip phi p ng. C th khch hng nhng i tng mua sn phm hoc khng mua sn phm ca doanh nghip nh nhng c quan qun l Nh nc hoc cc t chc x hi khc.
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Nhu cu ca khch hng vi vn cht lng. 1.2.1 Khi nim nhu cu i vi vn cht lng. Cht lng sn phm c nh ngha l s tho mn v vt mong i ca khch hng, do vn quan trng nht t ra cho qun l cht l ng l khch hng cn g, mong i g khi mua hng ho, dch v. Trong thc t i hi ca khch hng ht sc a dng v phong ph, c th tn ti v pht trin cc doanh nghip cn phi tho mn c cc yu cu . Nhu cu thc v k vng ca khch hng gi l cht lng mong i. Cht lng m khch hng nhn c t sn phm ca doanh nghip c gi l cht lng thc t. Gia cht lng mong i v cht lng thc t lun c khong cch nht nh, l khong cch ca s cha tho mn ca khch hng, do cc doanh nghip phi phn u lm gim khong cch . 1.2.2 Phn loi nhu cu Mi doanh nghip c rt nhiu khch hng, mi khch hng li c rt nhiu cc loi nhu cu khc nhau. Sn phm ca doanh nghip sn xut ra phi tho mn nhng nhu cu ca khch hng. Doanh nghip cn nm bt c khch hng c nhu cu v loi sn phm g v mc ch ca h ra sao? Sau s xc nh c im ca tng nhu cu. Nhu cu c th phn loi nh sau : - Nhu cu bc l : l nhu cu c th pht biu bng li mt cch c th ,r rng . Trn thc t i khi nhu cu b l li khng cho bit nhiu thng tin cn thit v cht lng p ng nhu cu khch hng . - Nhu cu cn thc : l nhng nhu cu kh c th biu hin bng li nhng c ngha rt quan trng i vi nh qun l cht lng . Xc nh ng nhu cu thc s gip pht hin ng cc thc tnh cht lng sn phm cn thit tha mn nhu cu khch hng . - Nhu cu hin ti - Nhu cu tim n : to ra li th cnh tranh quan trng cho cht lng sn phm ca cc doanh nghip . - Nhu cu nhn thc :th hin kh nng nh gi v cht lng sn phm ca khch hng . Nhu cu vn ha : th hin trnh vn ha, li sng v ngun gc xut thn ca khch hng .

1.2

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2.

Nguyn tc nh hng khch hng trong qun tr cht lng hin i.

2. 1 Xc nh khch hng t xc nh nhu cu ca khch hng . Vic xc nh khch hng vai tr quan trong v c ngha c bit quan trng i vi cc doanh nghip bi l khch hng l iu kin tin quyt mi doanh nghip tn ti v pht trin,cha kha thnh cng trong cnh tranh l duy tr v pht trin khch hng .Nhim v u tin i vi mi doanh nghip l xc nh r khch hng ca doanh nghip l ai? T mi bit c cn cung cp ci g ? v lm th no tha mn tt nhu cu ca h. y l vn tng nh n gin nhng thc t th khng phi lc no cng xc nh ng khch hng, bi mi doanh nghip li c rt nhiu loi khch hng khc nhau, c khch hng bn trong v khch hng bn ngoi cn c p ng nhu cu ,tim lc ca mi doanh nghip l hu hn nn chnh doanh nghip cng phi xc nh v la chn chnh xc nht khch hng ca mnh phc v h mt cch tt nht ,gp phn nng cao v th ca doanh nhip mnh. Do c nhiu loi khch hng khc nhau, mi khch hng khc nhau li c nhu cu v k vng v sn phm mnh cn li l khch nhau v thc t i hi ca khch hng th ht sc a dng v phong ph, c bit cht lng sn phm c nh ngha l s tha mn v vt s mong i ca khch hng. V vy vn quan trng nht trong qun l cht lng t ro l cn bit c khch hng h cn g ?,h mng i c ci g khi mua sn phm ca doanh nghip?..vic chnh l xc nh nhu cu ca khch hng. Doanh nghip cn nm bt c khch hng c nhu cu v loi sn phm v mc ch s dng sn phm l g ?sau xc nh c im ca sn phm tha mn nhu cu , nm bt c nh cu ca khch hng l mt thch thc ln i vi doanh nghip,c bit l tm c ngun cung cp thng tin . Nhng khiu ni, phn nn ca khch hng l ngun thng tin qu bu gip doanh nghip nm bt c s khng tho mn c a khch hng v nhng khuyt tt hoc thiu st ca sn phm, dch v m doanh nghip cung cp. Nhng thng tin ny cho bit kho ng chnh lch gia nhng mong i ca khch hng v cht lng thc t ca doanh nghip. Phn ln khch hng khng tho mn, khng khiu ni v phn nn trc tip ti doanh nghip. Doanh nghip cn xc nh r nhng l do dn n s ngn ngi ca khch hng, ng thi c n khuyn khch h cung c p nhng thng tin cn thit gip doanh nghip hon thin cht lng sn phm. Doanh
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nghip c n ch ng to ra nhng iu kin thun li cho khch hng pht biu kin c a mnh nh t chc cc bn dch v, cc ng dy nng, thng bo cc a ch tip nhn v gii quyt khiu ni, hnh thnh cc b phn ring chuyn ph trch v cc hot ng ny. Hin nay, nhiu doanh nghip s dng internet nm bt thng tin t khch hng v c v sn phm ca cc i th c nh tranh. Mt trong nhng thch thc ln nht i vi cc doanh nghip l nm bt c nhu c u hin ti v tng lai ca khch hng. Trong thc t, cc doanh nghip s dng kh nhiu phng php khc nhau iu tra, nghin cu nhu cu, nhng mong i v mc tho mn ca khch hng. Nhng cch c s dng ph bin nht l: T chc cuc iu tra chnh thc vi quy m ln. y l phng php thu thp c nhiu thng tin v cc thng tin chnh xc, tuy nhin phng php ny rt tn km v cn c s u t v ti chnh, ni dung v k hoch, ni dung v cch thc iu tra, khng phi doanh nghip no cng c kh nng t chc c. Phng php ny c th thc hin bng phng vn trc tip hoc phng vn qua in thoi, gi th cho khch hng. iu tra theo nhm tp trung. y l phng php iu tra mt nhm nh khch hng nhm nm bt c mt s nhu cu v cht lng sn phm c a doanh nghip v c a i th cnh tranh. Phng php ny tranh th c nhng kin trc tip ca khch hng v cc chuyn gia v cht lng. Tuy nhin to ra s tn km, lng ph, thng c t chc qua cc hi ngh khch hng thng nin. Phng php xy dng mi quan h trc tip v lu d i vi khch hng. c biu hin thng qua hnh thc: gi in, gi th hoc gi cc bn cu hi ti khch hng v yu cu khch hng tr li v cc thng tin cn thit v cht lng sn phm. Phng php ny tit kim c chi ph, thi gian ca doanh nghip nhng kt qu ca n thng b gin on v khng m bo cho tnh i din ca khch hng. Trong nhng nm gn y, cng vi s pht trin rng ri ca internet, thng mi in t, nhiu doanh nghip s dng nhng cng c ny nm bt nhu cu, thng tin ca khch hng, tip nhn nhng kin ng gp ca h v cc vn cht lng sn phm c a doanh nghip. Ngoi ra thng qua con ng ny, doanh nghip cn c th nm bt c nhng thng tin v sn phm ca cc i th cnh tranh. S dng internet, doanh nghip va c th c c ngun thng tin ln, phong ph, chi ph li va r, v vy, n ngy cng c s dng rng ri trong iu tra nghin cu nhu cu ca khch hng.
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2.2 Chuyn cc nhu cu ca khch hng thnh c trng k thut c bn trong thit k k thut bng cch s dng k thut cng c QFD ( k thut trin khai chc nng cht lng.) Cc c im ca sn phm phi tha mn c nhu cu ca khch hng ca doanh nghip, t nhng c im ca nhu cu phi thit k, ch tao c sn phm p ng c nhng c im . Trin khai chc nng cht lng l phng php pht trin sn phm da trn cc mong mun ca khch hng, iu kin th trng cng nh kh nng thu li ca sn phm. Gio s Yoji Akao gii thiu cc nguyn tc QFD t u nhng nm 1970 v t nhng nm 1980 phng php ny ngy cng c s dng rng ri. Ngi nh cht lng c s dng nh mt cng c nhm chuyn ti cc mong i khch hng thnh cc yu cu k thut sn phm c th, o c. Da trn cc d liu trong ngi nh cht lng cc doanh nghip c th la chn cng ngh ph hp, xy dng cc k hoch kim sot cht lng, bo tr, o to thch hp. QFD l mt cng c (hay phng php) gip doanh nghip nghin cu th trng, nm bt c y v chnh xc nhu cu ca ngi tiu dng (k c thng tin v i th cnh tranh) t chuyn cc yu cu ny thnh cc c tnh cn thit ca sn phm, thng qua cc cng c Ma trn HOQ (House of Quality). QFD c p dng c hiu qu ti nhiu Cng ty ln trn th gii. N gip cho Doanh nghip c kh nng to c sn phm ph hp nht vi ngi tiu dng trong khi khai thc ti u cc ngun lc ca doanh nghip. QFD cn gip rt ngn thi gian thit k v a sn phm ra th trng, gim ti a cc ri ro trong qu trnh pht trin sn phm mi hoc ci tin sn phm. QFD c trin khai thc hin trn nn tng khai thc cc hot ng theo nhm v vn dng tr tu tp th.

Li ch ca - QFD

Tng s tha mn ca khch hng

Pht trin sn phm da trn mong mun ca khch hng. Gim cc chi ph n trong qu trnh pht trin sn phm

Gim thiu s ln sa cha thit k do cha xc nh r v y cc yu cu ca khch hng.

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Rt ngn thi gian thit k sn phm.

Trnh cc ri ro trong qu trnh pht trin sn phm

Xc nh & phn tch cc sai hng c th xy ra nhm gim thiu khiu ni sn phm do khch hng tr li, tng cng s tha mn ca khch hng. Tng li nhun/ th phn Tng nim tin, s trung thnh ca khch hng thng qua vic cung cp cc sn phm p ng yu cu. Xy dng mi trng lm vic lnh mnh, tng cng s phi hp gia cc b phn lin quan

Ph v ro cn gia cc b phn chc nng thng qua vic lp nhm cng tc (bao gm i din cc b phn c lin quan n qu trnh QFD). Cc giai on chnh ca - QFD Lng nghe ting ni ca khch hng Xc nh cc nhm khch hng, cc nhu cu & mong i ca khch hng, lp k hoch thu thp cc d liu lin quan n ting ni ca khch hng, s dng cc cng c thch hp phn tch cc d liu. Hoch nh sn phm

Nhm chuyn ti nhng mong mun ca khch hng (thng c th hin khng r rng v y cm tnh) thnh cc c tnh cht lng. l cc tiu chun k thut ca sn phm v cc b phn cu thnh ca sn phm. Hoch nh qu trnh Da trn cc c tnh cht lng ca sn phm v b phn cu thnh sn phm, la chn cng ngh, phng n thit k ti u, phn tch cc hnh thc sai hng (ri ro) c th xy ra, xy dng lu trnh sn xut, k hoch kim sot thng s qu trnh cng nh cc hot ng kim tra v th nghim. Hoch nh vic thc hin
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Nhm xy dng cc mc yu cu i vi cc thng s cn kim sot, k hoch bo tr thit b, k hoch thay th ph tng vt t, k hoch o to cn b cng nhn vin, xc nh cc hng dn cng vic, cc phng php kim tra, xc nh cc biu mu thu thp s liu.

2.3 Tin hnh thng xuyn cc hot ng nhm qun tr tt mi quan h ca khch hng v o lng s tha mn ca khch hng. Trong cc hot ng kinh doanh cng nh qun l hnh chnh, mi cng ty u c nhng mi quan h vi khch hng, vi cc i tc kinh doanh m mnh phi lm vic, phc v hoc cng tc. Nhng mi quan h ny lun din ra gia hai i ng - mt bn l cc nhn vin trong cng ty v bn kia l cc khch hng, i tc kinh doanh c quan h vi cng ty. V vy, cng ty cn c mt h thng qun l sao cho va to iu kin cho cc nhn vin thc thi tt mi quan h vi khch hng, va gip cho vic qun l khch hng c hiu qu hn. V CRM ra i t khi cng mt lc phc v c c hai yu cu trn. Qun tr mi quan h vi khch hng (Customer Relationship Management). thut ng CRM xut hin t u nhng nm 1990 ti cc cng ty t vn kinh doanh M. Mong mun ca cc chuyn gia khi xy dng CRM l nhm to ra mt phng php c th pht hin cc i tng tim nng, bin h thnh khch hng, v sau duy tr lu di cc khch hng ny cho cng ty. y l mt phn mm gip cc cng ty phc v khch hng tt hn. Hot ng ca CRM to nn mt mi trng ta nh vn phng o gip cho vic qun l c lin tc, khng ph thuc vo vic nhn vin ang lm vic ti nhim s hay ang i cng tc. Ht nhn ca CRM l mt h thng c s d liu tng hp v khch hng do cc b phn khc nhau trong cng ty thu thp. H thng CRM c th c thit k gm nhiu thnh phn nh qun l thng tin khch hng, qun l tng tc khch hng, qun l quy trnh bn hng, qun l maketing, qun l sn phm dch v hay bo co thng k.... Qua vic ti u ha cc chu trnh v cung cp cho nhn vin bn hng mi thng tin y lin quan n khch hng, CRM cho php cc cng ty thit lp nhng mi quan h c li hn vi khch hng trong khi ct gim c chi ph hot ng. Hiu qu ca h thng CRM cn th hin tnh n gin khi khch hng c th trao i thng tin vi cng ty theo bt c cch no m khch hng thch, vo bt c thi im no, thng qua bt c knh lin lc no, bng bt c ngn ng no... D cc yu cu ca khch hng c th phi i qua nhng knh ni b phc tp mi n ng b phn ph trch v sn phm, dch v , nhng thng qua h thng CRM, khch hng s c cm gic ang giao tip vi mt thc th
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duy nht v nhn c s chm sc mang tnh c nhn. Vic ng dng CRM s tit kim c rt nhiu chi ph cho cc cng ty. Thng thng, chi ph tip cn mt khch hng mi cao gp 5 n 15 ln chi ph duy tr mt khch hng c sn. Chi ph bn hng v chi ph phc v khch hng c cng thp hn nhiu so vi mt khch hng mi. Nhng khch hng trung thnh thng xuyn mua hng s t ch n gi c hn v cng d phc v hn. Cn nhng khch hng hi lng vi cng ty s khen ngi cng ty vi nhiu ngi khc, qua gip cng ty c thm nhng khch hng mi. c bit ,cng tc o lng s tha mn ca khch hng l iu quan trng.T chc phi theo di cc thng tin lin quan n s chp nhn ca khch hng v vic t chc c p ng c yu cu ca khch hng hay khng ,coi nh l mt trong nhng thc o mc thc hin ca h thng qun tr chy lng, phi xc nh cc phng php thu thp v s dng cc thng tin ny.Theo di s tha mn ca khch hng bao gm vic thu thp u vo t cc ngun nh kho st v s tha mn ca khch hng, d liu khch hng v cht lng sn phm giao nhn,kho st kin ngi s dng ,phn tch thua l kinh doanh ,khen ngi ,cc yu cu bo hnh v bo co ca i l.

m bo s tip i bnh ng i vi khch hng v nhng i tng khc nh nh cung cp, nh u t, nhn vin, ngi lao ng, cc t chc a phng v trn ton x hi v nhng nhu cu v mong i ca h.

Trong mi trng kinh doanh, ngoi khch hng th nh cung cp, nh u t, nh nc... cng chi phi n s tn ti ca doanh nghip, xt phng din no , h cng l nhng khch hng ca doanh nghip. Chnh v vy, doanh nghip cn phi ch trng gi gn mi quan h vi nhng i tng trn, m bo s tip i bnh ng nh i vi khch hng.

2.3 . ngha ca nguyn tc nh hng khch hng: Do qu trnh ton cu ho, khu vc ho, i sng ca con ngi khng ngng tng ln,c bit s bng n ca thi i khoa hc k thut, nht l internet lm con ngi gn nhau hn bao gi ht,cha bao gi mc p ng thng tin li nhiu v nhanh nh hin nay. Chnh v vy, khch hng cng
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c nhiu c hi la chn sn phm, dch v cho mnh, chuyn t nhu cu c bn sang nhu cu bc cao, nhu cu gii tr, p ng s thch c nhnTrc tnh hnh , doanh nghip cng thnh cng hn khi p ng nhu cu ring bit, c trng ca khch hng, mang li cho h nhiu li ch hn. iu i hi doanh nghip phi nghin cu k lng hn cc nhu cu ln nht ca khch i vi sn phm dch v v cc nhu cu b sung. Mi trng kinh doanh ngy cng c nhng bin i su sc v nhanh chng, s cnh tranh ngy cng tr nn khc lit, khi yu t u vo ngy cng tr nn cn bng v bo ha, vic nng cao cht lng dch v gn nh l yu t then cht v c mi doanh nghip nhn ra v khai thc. trin khai tt nhng dch v, bn phi hiu c khch hng ca bn cn g.Do , cc t chc phi tm hiu v nhu cu hin ti v tng lai ca khch hng, khng ch p ng m cn phn u vt cao hn s mong i ca h Mi t chc iu ph thuc vo khch hng ca mnh v do cn hiu cc nhu cu hin ti v tng lai ca khch hng, p ng cc yu cu v c gng vt cao hn s mong i ca h. Khch hng l s sng (lifeblood) ca mi t chc. Tt c cc t chc u cung cp mt ci g cho khch hng H khng tn ti mt cch tch ri (isolation). Khch hng khng ch l ngi mua m l bt c c nhn hay t chc no nhn sn phm hay dch v. Do , cc t chc phi li nhun cng c khch hng. Tp trung vo khch hng c ngha l tp trung nng lc tha mn khch hng v hiu rng tt c cc li nhun hoc mt mt u n t s tha mn ca khch hng. Li nhun khng phi l l do t chc tn ti. Li nhun l t chc pht trin v t chc c th tha mn nhiu khch hng hn. Tp trung vo li nhun l hng vo trong, tp trung vo khch hng l hng ra bn ngoi. Tp trung vo khch hng ngha l t chc hot ng nh mt qu trnh bin cc nhu cu ca khch hng thnh s tha mn ca h. iu c ngha l tt c cc qu trnh u phi tp trung vo khch hng.

Li ch ca vic p dng H thng qun l cht lng ISO 9000 Ci thin uy tn ca Doanh nghip nh nng cao kh nng tho mn khch hng ca Doanh nghip, Tng lng hng ho/dch v bn ra nh nng cao kh nng tho mn cc nhu cu ca khch hng ca Doanh nghip, Gim chi ph nh cc qu trnh c hoch nh tt v thc hin c hiu qu,
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Nng cao s tin tng ni b nh cc mc tiu r rng, cc qu trnh c hiu lc v cc phn hi vi nhn vin v hiu qu hot ng ca h thng, Cc nhn vin c o to tt hn, Nng cao tinh thn nhn vin nh s hiu r ng gp vi mc tiu cht lng, o to thch hp, trao i thng tin hiu qu v s lnh o, Khuyn khch s ci m trong tip cn cc vn cht lng, nh kh nng lp li t hn, To c s cho hot ng chng nhn, cng nhn v tha nhn: c s m bo ca bn th ba, Vt qua ro cn k thut trong thng mi, C hi cho qung co, qung b.

Nguyn tc nh hng khch hng mang li cho cc doanh nghip li nhun , c nhiu khch hng trung thnh vi sn phm ca doanh nghip, gip doanh nghip c ch ng trn th trng . V vy cc doanh nghip hin nay cn tp trung vo nguyn tc nh hng khch hng trong qun tr cht lng ca doanh nghip.

II. Honda Vit Nam v nguyn tc nh hng khch hng: 1. Cng ty Honda Vit Nam: Xe my l phng tin i li quan trng v ch yu ti Vit Nam. K t khi Honda bc chn vo th trng Vit Nam hn 10 nm trc y, cng ty lin tc u t xy dng c s h tng sn xut nhm p ng nhu cu ngy cng tng cao ca th trng m xe my l phng tin chim gn 90% ti cc thnh ph ln

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Nh my sn xut xe my Mang n cc sn phm xe my cng ngh cao v thn thin vi mi trng Nh my xe my th nht : Thng 3 nm 1998, Honda Vit Nam khnh thnh nh my th nht. c nh gi l mt trong nhng nh my ch to xe my hin i nht trong khu vc ng Nam , nh my ca Honda Vit Nam l minh chng cho nh u t nghim tc v lu di ca Honda ta th trng Vit Nam. 1. 2. 3. 4. 5. Thnh lp: Nm 1998 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: USD 290,427,084 Lao ng: 3.560 ngi Cng sut: 1 triu xe/nm

S thnh lp: Cng ty Honda Vit Nam (HVN) l cng ty lin doanh gm 03 i tc: 1. Cng ty Honda Motor (Nht Bn 42%) 2. Cng ty Asian Honda Motor (Thi Lan 28%) 3. Tng Cng ty My ng Lc v My Nng Nghip Vit Nam 30%) Nh my xe my th hai: Nhm p ng nhu cu ngy cng gia tng ca khch hng Vit Nam, Honda Vit Nam quyt nh u t m rng sn xut, nng cao sn lng ti th trng Vit Nam. Thng 8 nm 2008, nh my xe my th hai chuyn sn xut xe tay ga v xe s cao cp vi cng sut 500,000 xe/nm c khnh thnh ti Vit Nam. iu c bit ca nh my xe my th 2 chnh l yu t thn thin vi mi trng v con ngi. Theo , nh

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my ny c xy dng da trn s kt hp hi ha v hp l nht cc ngun nng lng t nhin l: Gi, nh sng v Nc. 1. 2. 3. 4. 5. Nm thnh lp: Nm 2008 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: 65 triu USD Lao ng: 1.375 ngi Cng sut: 500.000 xe/nm

Tnh ti thi im hin ti, tng cng sut sn xut ca c 2 nh my xe my l 1,5 triu xe/nm, a Honda Vit Nam tr thnh mt trong nhng nh my sn xut xe my ln nht ti khu vc v trn ton th gii.

K t khi c mt ti th trng Vit Nam t nm 1996, Honda Vit Nam lun n lc phn u tr thnh Cng ty c x hi mong i. Mc tiu hot ng ca Cng ty l mang n li ch cho cng ng thng qua cc hot ng ca Cng ty. Tri qua nhiu thp k, chic xe my tr thnh mt phn khng th thiu trong cuc sng ca ngi dn Vit Nam. Khng dng li vai tr l mt phng tin i li, xe my cn l biu tng cho mt phn vn ha Vit. K t khi bt u hot ng cho n nay, Honda Vit Nam lun t ho l ngi bn ng hnh ng tin cy ca ngi tiu dng Vit Nam thng qua cc sn phm t v Xe my. Vi mc tiu r rng v mt cuc sng hin i vi cht lng cuc sng cao hn na, Honda s c gng ht sc mang n hch hng Vit Nam nhng sn phm cht lng cao nht, p ng tiu chun Honda ton cu. Cng vi hot ng kinh doanh, Honda lun dnh s quan tm c bit n cc hot ng ng gp cng ng, c bit ch trng vo hot ng An ton giao thng, Gio dc v Bo v mi trng. Honda rt t ho khi cc chng trnh, hot ng v x hi v cng ng u n c vi hng triu ngi Vit Nam v ng thi nhn c nh gi tch cc v tnh hiu qu cao. Trong thi gian ti, Cng ty Honda Vit Nam s dnh nhiu quan tm hn na cho th h tr Vit Nam, nhng ch nhn tng lai ca t nc. Honda Vit Nam t ho khi nhn c s tin yu t pha khch hng v Honda cam kt s n lc ht sc nhm mang n nhng gi tr v li ch mi cho ngi tiu dng v ton x hi.
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2. Thc trng p dng c trng nh hng khch hng ca Honda Vit

Nam: Trong nhng nm tr li y nhu cu ca con ngi ngy mt tng cao. Xe my khng ch i li m cn lm vt trang tr , tr thnh mt ngi bn ng hnh ca mi ngi. Cho nn mt chic xe my khng nhng phi c cht lng m mu m , kiu dng phi p , bt mt , th hin phong cch chnh mnh. Nm bt c hi ny , Honda ci tin sn phm ,cho ra i dng xe mi .Mi loi xe th hin mt phong cch ca ngi i xe. Ngy nay trn th trng c rt nhiu hng xe my khc nhau nh SYM,Yamaha nhng nhc n xe my ngi ta thng ni n Honda T Honda c mi ngi nh n nh mt vt dng v khi i xe ngi ta ni i Honda ch t n i i xe g n m y . . Kh i t c u h i Ho n d a l a i ? C u t r l i b n n h n c thng l : Honda l mt nh sn xut xe my ,logo hnh nh cnh chim quenthuc vi khu hiu The Power of Dream. Sn phm ca Honda ni ting v bn, tit kim nhin liu.

2.1. Cch tip cn khch hng ca cng ty Honda

2.1.1 c im ca khch hng Vit Nam: Nhu cu, s thch ca khch hng Trong cuc sng hng ngy ca con ngi i lm, i hc , i chi l mt nhu cu khng th thiu.V vy ,mt chic xe my l mt vt dng rt cn thit trong cucsng ca mi ngi. Nu khng c xe my th chng ta s khng th di chuyn ct ni ny n ni khc. Ngoi ra , khi quyt nh mua mt chic xe gn my cn th hin c tnh camnh.. V d mt n sinh vin th mun c c mt chic xe my nh gn ph hpvi la tui. Nhng nu l mt chng trai th li mun chic xe mnh ang i phi thtth thao , th hin c s mnh m ca mnh.Bn cnh cng c nhng ngi xu hng i xe theo thi trang khngnh ng cp ca mnh. H thay i xe khi c mt modern mi xut hin mc dchic xe c vn cha h. Nhn chung, ngi tiu dng mong mun mua mt
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chic xe gn my bn , chtlng cao. Bn cnh kiu dng xe cng rt quan trng, kiu dng phi p, thitrang, tin ch.Vi gi xng ngy mt tng cao nh hin nay th ngi tiu dng cn mongmun mt chic xe gn my phi tit kim c xng mt cch ti a.

Thi quen mua xe my: Thng thng v xe my l mt ti sn c gi tr kh ln nn trc khi mua xe ngi tiu dng thng tham kho kin bn b, ngi thn kinh nghim bn thn ln mua xe trc. Cng c ngi i xem nhiu ni, nhiu hng xe ri mi mua. Theo thi quen chung ca nhiu ngi th ngi tiu dng thng mua i l chnh hng. V tm l chng ta cho rng mua xe i l chnh hng s m bo hn v cht lng v bn. Do vy khi ngh n hng Honda Vit Nam ngi tiu dng ngh ngay n ca hng i l do Honda y nhim HEAD. Ngi tiu dng c th hon ton tin tng i l chnh hng ny.

Xu hng: Ngy nay vi tnh hnh kinh t ngy mt pht trin. Mt chic xe khng ch i m cn l vt trang tr. Do vy, khi quyt nh mau xe gn my th kiu dng xe l mt yu t quan trng quyt nh c mua chic xe hay khng. Bn cnh , vi nhng tnh nng u vit m mt chic xe tay ga mang li nh: khng phi sang s khi khi ng, c cp ng rt ln c th cha c hai chic m bo him ngi tiu dng s dn dn chuyn hng sang mua xe tay gat hay v xe s. Nm bt c nhu cu, ng c v thi quen mua ca ngi tiu dng Honda Vit Nam cho ra i cc sn phm xe my nhm n tt c mi ngi dn, mi tng lp. i vi tng dng sn phm xe my, cng ty Honda Vit Nam u c nhng th trng mc tiu ring ca n. i vi dng sn phm xe Super Dream th th trng mc tiu m Honda nhm n l nhng ngi c tui trung nin. Dng sn phm xe Future nhm n nhng ngi c thu nhp kh tr ln v mang mt phong cch th thao. Cn dng xe Wave th th trng m cng ty nhm n l nhng ngi c thu nhp t kh tr xung v c phong cch tr trung, th thao. V cui cng l dng xe tay ga th Honda nhm ti gii tr hin nay, c mt phong cch tht thi trang, tht th thao.
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2.1.2 , Nghin cu v p ng nhu cu khch hng: Khch hng mc tiu ca Honda Vit Nam l ngi tiu dng VN. i vi VN th xe my l mt phng tin rt tin li v n ph hp vi ti tin ngi VN, ph hp vi giao thng VN. Theo ng Fumihiko Ike, gim c iu hnh Honda Motor Nht Bn tng nhn nh: Vit Nam l mt trong nhng th trng quan trng nht ca Honda,khng ch bi quy m m cn bi chng ti khng th tm thy bt k mt quc gia no khc m ti xe my li thng dng v l mt phn ca c cu x hi nh Vit Nam . Nhng vi cc loi xe khc nhau th khch hng mc tiu ca cng ty s khc nhau nh: i vi gi tr th Honda Vit Nam cho ra nhng loi xe c nhng mu sc tr trung, kiu dng mnh m, snh iu hp vi thi i i vi nhng ngi trung tui th Honda cho ra nhng loi xe vi mu sc gin d, tnh nng n gin d s dng.

Mt s dng xe my ra i nhm p ng nhu cu ca khch hng: +) Wave 110RSX mi l kt qu ca qu trnh nghin cu k lng nhu cu v mong mun ca cc khch hng tr tui, da trn cc kho st v thi quen s dng phng tin hng ngy ca h, HVN cho ra i chic xe s th thao vi dng v c o, tinh t v y linh hot. nh hng chic xe th thao dnh cho bn tr, ng thi vn k tha kt cu c bn ca dng xe s danh ting ca Honda, phin bn Wave 110RSX mi vi nhng thay i n tng v thit k, mang li s kt hp hon ho gia yu t tin li trong s dng vi dng v th thao y tinh t, mnh m. Nhng ng nt gc cnh khng ch tn nn v sc so m cn to nn nt c tnh ring ca xe. Bn cnh l nhng mng khi y ph cch pha thn xe to nn n tng v mt thit k n gin nhng cng khng km phn nng ng.

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+) Vi mong mun mang n mt chic xe tay ga dnh cho tt c mi ngi, Honda VISION, c thit k c k vng l s lm hi lng mi khch hng, p dng cng ngh tin tin gip tit kim nhin liu vt tri ng thi gia tng gi tr vi cc tin ch ti u vi mc gi cc k hp l.

+ Ngoi ra dng Ari blade cng l mt trong s dng xe lm hi lng s mong i ca khch hng.
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Tm li, hot ng v t nn mng t nm 1996 ti VN, Honda VN khng nh c nhng bc i vng chc ca mnh trn th trng t xe my ti VN. T chic xe Super Dream u tin xut xng vo thng 12/1997 n nay Honda VN lin tc phn u cung cp cho khch hng VN nhng sn phm t tiu chun cht lng Honda ton cu, hp thi trang v gi c hp l, vt trn c s mong i ca khch hng. Lun theo ui mcuj tiu cung cp cc sn phm v dch v vt trn c s mong i ca khch hng. Honda VN lun n lc nghin cu, pht trin v cho ra i hng lot cc sn phm mang li nhng gi tr mi nh Super Drem(1998); Future(1999); Wave Alpha(2002); Future II & Wave ZX(2004); Wave RS; Future Neo v Wave Alpha m(2005), Lead .. Cng ty cho ra cc loi xe my c ngi tiu dng a chung v cht lng tt, gi c ph hp, a dng phong ph v kiu dng v mu. c bit hai dng sn phm va ra i l Air Blade v Click mang tnh t ph, rt thanh lch v sang trng. Qua y c th thy cng ty thc hin tt vic nghin cu th trng v p ng c nhu cu ca khch hng
2.2. Cng ty Honda Vit Nam thc hin nguyn tc nh hng khch

hng: Quan im ca cng ty v nguyn tc ny:

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Khng i ngc li quan im ca nhiu cng ty hin nay, cng ty Honda Vit Nam l mt cng ty lun coi trng nguyn tc nh hng khch hng Cng ty cho rng : khch hng l i tc, l bn, v th cng ty lun c gng to ra bu khng kh tt nht i bn u cm thy hi lng vi nhng g mnh thu c. V gn b lu di lun l mc tiu, cng nh tiu ch ca cng ty. T bao lu ti yu qu hng ca bn, t bao lu ti yu qu hng Vit Nam,nhng con ng nn th v nhng dng song m c. ti yu Vit Nam. y l cu ht m cng ty s dng trong chng trnh: an ton giao thng, v y l mt thng ipn ht sc ngha gi n ti khch hng ca cng ty. Trong t thm d kin khch hng ln 3 nm 2009 tng gim c cng ty, ng Koji Onishi pht biu: Chng ti lun c gng to ra nhng sn phm tt nht phc v qu khch hng. Cc bn lun l s quan tm hng u cu cng ty, chng ti rt mong nhn c nhng kin, ng gp t cc bn, chng ti xin trn trng ghi nhn mi kin d l nh nht, chng ti cso th to ra nhng sn phm ngy cng ph hp hn cho cc bn. V trong mt bc th ni v vic cng ty Honda Vit Nam s l cng dn tch cc cho t nc th ng cng c vit chng ti n lc cung cp cc sn phm cht lng ton cu vi gi c hp l, v s hi lng cao nht ca khch hng VN. Chng ti m rng sn lng sn xut v nng lc sn xut, pht trin o to, chuyn giao cng ngh, thc hin ni a ha, xut khu v nhiu hot ng khc c th vt trn c s mong i ca khch hng, ng gp cho s pht trin ca nn cng nghip t nc. 2.2.1 , Nhng chin lc nh hng khch hng ca cng ty: Th nht: Cng ty lun tm hiu nhu cu v mong mun khch hng trc khi bt u sn xut. Lun c nhng s ci tin v hon thin sn phm theo yu cu ca khch hng, v thn thin vi mi trng sng Th hai: Lun m bo cht lng dch v bo dng bo hnh tt nht, v khng ngng m rng cc i l bo hnh, bo dng trn ton quc Th ba: Thng xuyn thu thp kin phn hi t khch hng, lp tc a ra cc gii php gii quyt tt nht, m bo uy tn v s hp tc lau di vi khch hng Chin lc m cng ty ra l chin lc khng ch m bo v doanh thu li nhun ca cng ty m cn m bo cho s pht trin ca cng ty
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2.2.2 . Chuyn nhu cu ca khch hng thnh c trng c bn trong thit k k thut: ng c tin tin ca Honda p dng Cng ngh CV matic

ng c CV-Matic hon ton mi - ng c v dy ai V c thit k v b tr gn Nh sng kin thu gn c cu truyn ng v cp dy ai V-vn c s

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ng Wave

RSX

FI

AT

dng

cng

ngh

PGM

Wave RSX FI AT p dng cng ngh PGM FI tng cng tnh nng vn hnh vkh nng thn thin vi mi trng. Trn h thng PGM-FI, b iu khin trung tm(ECU) s tip nhn v x l cc thng tin v trng thi hot ng ca xe c gi v cc cm bin khc nhau nh trng thi hot ng ca ng c, nhng thay i t pha ngi iu khin(tng gim tc) kim sot cht ch lng kh np, thi gian phun xng t kim phun, lng phun nhin liu v thi im nh la nhm m bo lun em n qu trnh t chy hiu qu nht cho ng c.

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Nng kh thi ca RSX FI AT thp hn nhiu so vi ngay c tiu chun Euro3 Kt qu l khng ch em n s phn hi nhanh ca ng c v kh nng vn hnh m i trong mi iu kin s dng cng nh kh nng tit kim nhin liu ti u, h thng PGM FI kt hp cng cht xc tc 3 chiu cn gip lm kh thi sch hn vi nng pht thi CO, HC, NOx thp hn nhiu so vi tiu chun Euro 2 hay l ngay c i vi tiu chun nghim ngt hn l Euro 3. ng c 110 mi u vit bi kh nng tit kim nhin liu

ng c CV matic ln ny c pht trin da trn nhng tnh nng vt tri ca ng c 110cc mi ca Honda c p dng cho Wave 110 RSX. Trong loi ng c mi ny c tch hp rt nhiu cc cng ngh v k thut tit kim nhin liu ca Honda nn kh nng tit kim nhin liu ti a v cng sut ng c u vt tri hn so ng c 100 cc ca dng xe Wave alpha. Tit kim nhin liu hn nhiu so vi dng xe ga truyn thng mc d u l h thng t ng. Honda Wave 110RSX mi ni bt v din mo vi cc chi tit thit k hon ton mi nh : - Nhng ng nt gc cnh tn thm v sc so v ni bt trn cc mng mu y c tnh. - Ym xe 3D hin i, hi ha cng cc mng khi ph cch pha thn xe - H thng n pha c thit k kiu pha i mnh m, linh hot - Mt ng h rng vi ming p m cht th thao. Mu sc xe c to nn bi cht liu sn

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Thn xe gn my thng thng cu thnh t 2 cht liu nha l ABS v PP. Th nhng, cc cht liu nha ny ban u ch c mu trng ng ch cha c mu sc a dng v long lanh nh cc sn phm hon thin m chng ta vn thng nhn thy hng ngy. Trong cuc sng hng ngy cc bn thng nhn thy nhng mu sc no ca xe gn my? Cu tr li chc chn l Rt nhiu. Ngoi nhng mu c bn rt d nhn ra nh en hay trng, cn c nhng mu lp lnh to cho chng ta cm gic mu sc nhy ma hay nhng mu Candy vi lp tonecode trong sut cho ta thy chiu su ca mu sc Chng ta c th to ra nhng mu sc p, sinh ng bng nhiu k thut khc nhau nh s dng nhiu loi cht liu, sn nhiu lp ch khng ch b buc trong di mu chun V c bit p ng c nhng nhu cu cng nh s thch mun th hin phong cch ,c tnh ca khch hng th Honda Vit Nam a a ra nhng mu sn hp thi trang v c khch hng a thch. -Sn solid(ng mu): Trong k thut sn chia ra nhng lp khc nhau vi cht liu khc nhau. Trong , n tng quan trng nht c to nn bi lp sn b mt. Nu mu sc ca b mt ny ch c to nn bng 1 lp vi 1 loi cht liu th chng ti gi l k thut sn ng mu (Solid). Sn solid thng ch c 1 lp v giu i ton b b mt chi tit di lp sn, phng php ny gy n tng th gic v b mt sn nhn v phng. Nhng gn y, chng ti cng nghin cu thnh cng loi sn solid 2 lp vi lp th 2 c trong to hiu qu lm cho nc sn c chiu su hn, loi sn solid en 1 lp cng c th to ra hiu qu v chiu su ca lp sn nh s dng vt liu b mt c mn cao. -Sn metalic: Nhng mu sn khi gp nh sng to ra hiu ng lp lnh do phn x v khc x th u c th gi chung l sn metalic (kim loi). Mu sn tr nn lp lnh chnh l nh cc ht kim loi trong thnh phn sn c kh nng phn x v bin i ng i ca tia sng. Thng thng bt nhm c s dng trong loi sn ny, nhng gn y, to nn hiu qu phn x cao hn, lng ly hn, ngi ta nghin cu v a vo s dng loi bt thy tinh trng bc cho hiu qu phn x cao hn nhiu ln. Ngoi ra, nhiu loi ht phn x khc nh bt nhm, bt nhm mu hay nhm c ph coating cng c nghin cu v pht trin to ra cc hiu ng khc nhau. Sn metalic vi hiu qu va lm tng bng kim loi va bin i mu l loi c s dng rng ri nht. -Sn Pearl(ngc trai): Ngoi ra, mt loi sn c hiu qu tng t, nhng khng s dng kim loi m s dng Oxide Titan c gi l mu ngc trai (Pearl). Loi sn ny c c trng l phn x v bin i nh sng p hn so vi bt nhm nn
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to ra n tng cao cp.

-Mu Candy: Loi mu ny c pht trin da trn tng va to bng v phn x ca kim loi, va iu chnh c mu sc vi su. lm c nh vy, pha trn lp sn Metalic s c ph thm 1 lp mu trong (Color Clear) to chiu su cho mu sc. Vic s dng lp sn th 2, va c chc nng to mu va l lp trong sut(clear), gip to n tng th gic v dy (chiu su) ca lp sn, c gi l phng php Candy. Vi phng php sn ny, khi nhn vo b mt sn, ta c cm tng thy c c chiu su ca n. V xut x ca ci tn Candy chnh l hnh thc trong sut, ging nh loi ko (candy) m ta thng n.

-Sn nh kim/kim loi: Trong vi nm gn y, trong lnh vc xe gn my cng nh t, xut hin xu hng to cm gic kim loi tht hn cho thn xe v vic nghin cu pht trin k thut, cht liu sn c tnh kim loi ang c thc y. K thut ny ch yu s dng nguyn liu bt nhm c trn nhn b mt cao (nh bt nhm m lng hi) v iu chnh thnh phn sao cho khi sn cc ht c phn b u. Th nhng, vic chn vt liu c nh kim ri trn u ln cha phi l tt c. Ngi ta cn phi nghin cu, pht trin kt hp cng vi cht liu nha trong sn sau khi sn, b mt chi tit th hin ht c hiu qu nh kim ca vt liu. T nm 2000, Honda p dng cng ngh, cht liu sn kim loi ny vo sn xut hng lot ti Nht Bn. K thut sn tin tin khc: Trn y l nhng loi sn c bn v k thut dnh cho sng phun sn (spray). Ngoi ra, nm 2007 Honda cng a k thut sn mi, to hnh bng lc t tnh, vo sn xut hng lot (xe gn my) ti Thi Lan. Chc cc bn cng s rt ngc nhin khi nhn thy nhng b mt sn to hnh lp th (3D), nhng khi chm vo th hon ton l mt phng.

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Tt c to nn n tng v mt thit k n gin nhng khng km phn nng ng thc s ph hp vi gii tr. Ngoi ra, nhiu tin ch khc cn c kho lo tch hp thm cho phin bn mi nh kha t t ng, h thng cc nt iu khin thng minh cng hc ng dung tch ln nhm tha mn ti a nhu cu ca khch hng. Wave 110RSX mi ha hn s mang n cho ngi s dng cm gic th v, phn khch v nim ho hc c tri nghim, chinh phc mi no ng. 2.3. Tin hnh thng xuyn cc hot ng nhm qun tr tt mi quan h ca khch hng v o lng s tha mn ca khch hng: 2.3.1 Cng tc thu thp phn hi ca khch hng: Chng trnh thm d kin khch hng c t chc thng nin trong cc nm 2006, 2007, 2008, 2009. Honda VN t chc chng trnh Rt thm trng thng Phng vn c hi lng ca khch hng. Vi mong mun khng ngng phn u em li s hi long cao nht cho Qu khch hng, Honda VN t chc chng trnh thm d kin khch hng vi ca hng bn xe v dch v do Honda y nhim trn ton quc. Mc ch ca chng trnh l mun nhn c cc thng tin trc tip t cc khch hng tng mua xe do cng ty Honda VN sn xut v lm dch v ti cc cu hng cu Honda y nhim, nh gi v cht lng h thng. Qua Honda VN s c c c c nhng nh hng chnh xc ci tin cht lng phc v ca h thng ca hng do Hoda y quyn trn ton quc. Kt thc chng trnh ( tnh n ht ngy 15/03/2007) Honda VN nhn c tng s lng phiu iu tra trn ton quc l 6,930 phiu. Cng tc thu thp kin phn hi ca khch hng cu Honda c nh gi lcng tc tt, v em li hiu qu cao cho cng ty. V th m cng ty lun p ng kp thi nhng nhu cu cu khch hng 2.3.2 S y mnh dch v hu mi, bo hnh, bo dng:
Khuyn mi: Cng ty thng xuyn a ra nhng t khuyn mi song

song vi nhng t nghin cu phn hi ca khch hng. Tiu biu c th k ra mt s chng trnh nh:Chng trnh khuyn mi vi ni dung rt thm trng thng sng bng nm c lc nm 2007, t ngy 02/09/2008 n ht ngy 30/11/2008, tt c khch hng mua xe my ca Cng ty Honda Vit Nam ti
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cc Ca Hng Bn Xe v Dch V do Honda y Nhim (HEAD), c h tn tham d khuyn mi trng vi tn ghi trong ha n mua xe s c tham d chng trnh khuyn mi gm: chng trnh rt thm trng thng v chng trnh co trng lin; trong nm 2009 t chc 4 t v t chc rt thm trng thng.

Bo hnh: i vi tng loi xe khc nhau th Honda c ch bo hnh

khc nhau: nh bo hnh 1 nm 2 nm. Vi mong mun ngy cng lm hi lng khch hng hn na cng nh cng tin tng vo cht lng sn phm Honda, Honda Vit Nam chnh thc p dng ch bo hnh mi cho tt c cc mu xe 2 bnh k t ngy 01/06/2008. Ch bo hnh mi ca Honda Vit Nam s l 2 nm hoc 20.000km cho cm ng c v 1 nm hoc 12.000km cho cc chi tit khc. Cng vi vic ko di thi gian bo hnh, s ln kim tra nh k cng c tng t 4 ln ln 6 ln. HondaVit Nam ln u tin p dng ch bo hnh mi ny cho kiu xe Future Neo vo thng 10/2007 v c khch hng ht sc hoan nghnh. Pht huy tinh thn , cht lng ca cc i xe sn xut k sau cng ln lt c HVN p dng ch bo hnh mi ny. Ch bo hnh mi ny mt ln na khng nh cht lng ca sn phm Honda ton v s tip tc ng hnh vi cc khch hng thn thit ti Vit Nam.

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 Bo dng: Trong 3 nm gn y, Honda y mnh dch v chm sc

khch hng l mt nc i hon ton ng n v nhn c phn hi rt tt t ngi tiu dng. Ngoi vic tng s lng cc HEAD trn ton quc, mi y cng ty a ra dch v bo dng lu ng v c nhiu ngi ng h, c gi l Wing Service. c trang b hin i nh cc ca hng bn xe v dch v do Honda y nhim (HEAD) v cc Trung tm dch v v bodng (Wing Service Station), Dch v bo dng lu ng (Wing Service) bao gm 4 bn nng cng h thng dng c sa cha hon ho phc v cho khch hng trn c nc. Vi Dch v bo dng lu ng, khch hng vng su, vng xa ni cha c h thng ca hng HEAD, s c c hi c kim tra, bo dng v sa cha xe min ph. Chic xe chuyn dng Wing Service hot ng mi khu vc t 2 n 3 ngy s mang li nim vui trn vn cho khch hng. D kin, t ngy 29/9 n thng 12 nm nay,Wing Service s n vi khch hng 14 tnh, thnh ph.

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Trung tm t vn k thut c Cng ty Honda Vit Nam thnh lp ti khu vc ngoi thnh ph H Ch Minh thc hin cc cng vic sa cha phc tp. Cc xe sau khi sa cha s c kim tra vi cc thit b t tiu chun kim tra vn hnh xe ti Nht Bn, m bo ch vn hnh ca xe sau khi sa cha hon chnh. Ngoi ra, Trung tm T vn k thut cng gii p tn tnh cc thc mc v sn phm nhm mang li s hi lng nht cho khch. Vic y mnh dch v hu mi ca cng ty l chin lc cn thit ca cng ty v trc y vi li th l ngi tin phong, Honda khc su thng hiu ca mnh vo tm tr ngi dn Vit Nam. Honda tr thnh thng hiu mnh n ni ngi dn khi ni n xe gn my l ni n Honda, v gn nh t Honda c dng thay cho t xe gn my. Th nhng trong nhng nm gn y, i cng vi s m ca ca nn kinh t th cc tn tui trong lng xe gn my cng ln lt tip bc tin vo th trng Vit Nam nh Yamaha, Suzuki, SYM, KTM to nn mt cuc ua ht sc quyt lit, ginh git tng phn khc th trng. n lc ny Honda khng th ngi im, h bt u thay i chin lc trong kinh doanh. Ngay sau t l ti H Ni, Honda Vit Nam l cng ty u tin tung ra chng trnh h tr i tng khch hng s dng xe gn my Honda. Vi 43 HEAD ti H Ni, Honda d kin s tin hnh kim tra v thay nht min ph cho khong 20.500 xe. Vi xe s l mt hp du a cp Honda SJ MA 10W-30 (0,8 lt). Xe ga l du a cp Honda SJ MB 10W-30 (0,7 lt), tng tr gi cho chin dch ny hn 1 t ng. Chc hn sau s kin ny, nhng ngi c nh mua xe gn my s a ra s la chn ca mnh l Honda v bao li ch m nh sn xut mang li. 2.3.3, Nhng chng trnh ti tr v hot ng x hi ca cng ty:

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Thc hin mc tiu tr thnh mt cng ty c x hi mong i, Cng ty Honda Vit Nam rt tch cc tham gia xy dng mt t nc Vit Nam ti p hn. Ngoi cc hot ng gio dc v t thin, Cng ty cn t chc cc hi thi Li xe an ton mang tn Ti yu Vit Nam ti hn 20 tnh thnh trn c nc; ti tr cho cc hot ng th thao, vn ha nh Sao Mai im Hn 2006, Con ng m nhc. Vi tinh thn, L lnh m l rch, cm thng v chia s trc nhng ni au, mt mt, Cng ty Honda Vit Nam lun h tr kp thi cho ngi dn khi xy ra thin tai, bo l v tin hnh nhiu hot ng t thin khc nh: gy qu ng h mua my cha bnh ung th cho bnh vin Nhi Trung ng, tng Qu Bo tr tr em, thnh lp Qu pht trin cng ng H tr gio dc Vnh Phc nm 2009 tng gi tr 280 triu ng .Nhn dp khai ging nm hc mi 2009-2010, Cng ty Honda Vit Nam trao tng 200 sut hc bng tr gi 100 triu ng cho 200 em hc sinh ngho vt kh, hc sinh c hon cnh c bit kh khn thuc 20 trng tiu hc trn ton quc. Gp phn vo s pht trin ca bng Vit Nam Cng ty Honda Vit Nam ti tr cho Gii bng tr U21 vi mong mun gp phn vo s pht
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trin ca bng Vit Nam, to ra c hi thi u v 1 sn chi lnh mnh cho cc cu th tr, ng thi cng p ng lng say m bng ca hng triu triu ngi dn Vit Nam .Ti tr Cuc thi Vietnam Collection Granpix, Chp cnh cho nhng c m ca cc ca s tr HVN quyt nh ti tr cho chng trnh Sao Mai im hn, bt u t ngy 24 thng 6 ti Nh thi u Hai B Trng, H Ni Cng ty n lc bo v mi trng bng vic. p dng cng ngh tin tin trong h thng bo v mi trng. Hot ng bo v mi trng ca Honda Vit Nam c tin hnh ng b v ton din trn 2 phng din chnh: mi trng trong nh my v mi trng bn ngoi. Ngay t nm 2001, Honda Vit Nam nhn chng ch qun l mi trng theo tiu chun quc t ISO 14001. Cng ty quan tm n vic chng, gim ting n, x l v ti ch rc thi. Honda Vit Nam nh my u tin ti Vit Nam u t mt l t rc hin i, khp kn tng ng vi l t ca cc nc tin tin nh , Nht, M. Bn cnh cc hot ng bo v mi trng, Honda Vit Nam cn lun n lc sn xut ra cc sn phm thn thin vi mi trng. Hin ti Honda Vit Nam hon ton loi b ch khi sn s dng, thay th ton b Cr6+ bng Cr3+. Ti Honda Vit Nam, cht aming khng c s dng ch to m phanh v cht ny l tc nhn gy ung th phi. V qua y cng thy coogn ty Honda VN lun ci tin cng ngh to ra nhng sn phm ngy cng c cht lng tt hn v p ng ngy cng cao nhu cu ca khch hng. 2.4. Nhng nhn xt, phn hi t khch hng: *Nhng phn hi tt: K t khi Honda Vit Nam tung ra nhng dng xe my u tin, cng ty khng nh c cht lng sn phm m cng ty em li. Hu ht ngi tiu dung u nhn xt : xe my Honda VN c ng c khe, bn, ph hp vi ti tin ngi dn, ph hp vi tm l thch n chc mc bn ca ngi dn, v dch v bo hnh kh n. Coongt y co nhiu ci tin ph hp vi xu hng thay i hin nay, nhiu loi xe ra i p ng cho nhiu tp khch hng khc nhau. Ngy cng c nhiu dch v bo hnh , bo dng lm hi lng khch hng. V theo J.D. Power, cng ty hng u th gii v nghin cu th trng v dch v khch hng, va thc hin nghin cu ch s hi lng ca khch hng vi dch v bn hng ti VN. Theo kt qu bo co, Honda ng u v ch s
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ny vi dch v bn xe mi ti VN vi s im l 836 trn tng im l 100 im. *Nhng phn hi xu: Ni bt ln trn ht l vn bc xc ca ngi tiu dng v vn nng gi xe, gy st xe tay ga o ca cc i l u quyn ca Honda. Dn u l mu xe mi Air Blade FI v xe LEAD 110. Nhng mu xe ny b i gi ln 6-7 triu ng/xe v c gi dao ng t 37 n 39 triu ng thay v mc gi xut 31,99 triu ng/chic. C th trch dn nhng phn nn ca khch hng nh sau: Gia xe by gi ging nh mua rau ngoai ch mua lu lut vy,tng khng phanh, co le cac cng ty thng ng vi chu c a hang nng gia chng? nu vy sao khng ly gia o ngay t u? ti la ngi dn ma thy bc xuc qua. Ngi tiu dng cn phn ng mnh hn vi cc hng xe, hay ca hng no tng gi. Quyn li ca ngi tiu dng u? cc c quan ti sao khng c hnh thc no can thip ? vic tng gi phi chng l ng ? hay c quan c thm quyn khng bit? i vi nhiu ngi trong gia nh ti th t lu vic cc i l ca Honda bn gi cao hn gi do hng quy nh hay mi i l bn mt gi khng cn lm chng ti quan tm na, v gia nh ti chuyn qua s dng xe ca cc hng khc, thc t l c th mua xe ca cc hng khc t hn nhng l quy nh chung ca hng cho tt c cc i l ca h. Chng ti c th b thm s tin chnh lch mua c xe ca Honda nhng chng ti khng mun chng ti s thy rt c ch v bc mnh khi lm nh th, i mua xe vi tnh trng nh th chng ti cm thy c nh mnh b la, mc d xe ca hon a vn c nhiu u im. Chng ti cng chng mun phn i ny n vi hng ri li tranh lun v b khng cn thit. Ti cng khng mun a ra li cnh bo vi Hon a hay li khuyn ny n ti ch vit ra nhng cm ngh ca mnh th thi. qua ri thi k cc doanh nghip mun lm g th lm h nn t quyn li ca ngi tiu dng ln trn ht th mi c th tn ti c. Nhng cch x l ca cng ty v phn nn ca khch hng:

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Cng ty c gii thch: Khi Honda VN bn hng cho HEAD chng ti s bn mc gi bn s v mc gi ny do cng ty quy nh. Tuy nhin gi bn l chng ti a ra ch l mc gi tham kho v mc gi bn l cui cng s c quyt nh bi i l. Hn th na, theo qui nh hin thi ca lut cnh tranh Vit Nam v tp qun chung quc t, nh sn xut khng c php iu chnh gi bn l nhm m bo s cnh tranh cng bng . HEAD l nh phn phi cui cng sn phm n tay ngi tiu dng. cng chnh l vai tr ca HEAD. Khi c thc mc rng: vic tng gi bn Honda LEAD 110 l do cc i l t hp bn v t ra mc gi chung bn? , cng ty tr li: Chng ti cng c ln hi kin ca HEAD v cc khch hng tim nng v vn gi c nh mt phn trong hot ng marketing ca mnh, nhng quyt nh v gi (gi xut) hon ton a ra bi cng ty. HEAD hon ton khng lin quan trong vn quyt nh gi bn tham kho ny. Cch gii quyt m cng ty a ra l: tng lng xe sn xut ln, hin tng 16%. Theo nh nhn xt ca mt s ngi tiu dng, cng ty tng lng xe cn qu thp, iu ny chng khc no lm cho mt ngi i cng i hn. Nhiu ngi vn cn bc xc v vn tng gi, song bng chin lc y mnh dch v hu mi cng ty vn gi c hnh nh tt trong lng ngi tiu dng, trong thi gian sp ti khi cung v xe tay ga tng ln th chc chn vic gi cao hay p gi s c gii quyt. Trn y l nhng phn nn ca khch hng trong thi gian gn y i vi cng ty Honda Vit Nam. Tuy nhin y vn l vn ang cn nhiu bn lun. Nhng tm li, cng ty Honda Vit Nam vn l cng ty c nh gi cao tha mn tt nht nhu cu khch hng v nhng sn phm v dch v m cng ty cung cp

Nhng gii php nhm nng cao hiu qu khi p dng nguyn tc nh hng khch hng:
2.5.

Cn phi to dng mi quan h cht ch gia cng ty vi khch hng: Theo ng Joseph B.Geraty, chuyn gia cao cp ca T chc Nghin cu ng lc thc y khch hng (M), 80% li nhun ca cng ty thng ch do 20% s khch hng mang li. iu ny cho thy ch c mt nhm nh khch hng s em li li nhun thc s cho doanh nghip. Nh vy, mc tiu ca cc cng ty
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l phi gi nhm khch hng li nhun trn cng lu cng tt. Bin php hiu qu nht l cng ty phi tr thnh mt t chc nh hng vo khch hng - tc phi lun coi khch hng l u tin hng u trong mi hot ng ca mnh, ng thi xem h nh ng lc cho li v pht trin ca t chc. Phng chm ca cc cng ty i theo m hnh ny l: "Tn ti v pht trin khng theo li nhun trc mt m phi v mt li nhun lu di v bn vng". Chng ti xin a ra mt s gii php sau:

To mi lin kt t lnh o ti khch hng: Lnh o phi thc s mong mun lng nghe v quan tm n kin ca khch hng t kt qu c c t b phn nghin cu v khi lnh o trc tip tham gia gii quyt cc vn ca khch hng s to ra s hng khi cho nhn vin, cn bn thn khch hng h s thy mnh thc s c quan tm.

Phi hp gii quyt vn cho chc nng, lin phng ban: Rt t vn ca khch hng li ch do mt phng ban gii quyt. Khi c mt khiu ni hay mt vn kh khn no m khch hng gi n, thng th n lin quan n nhiu b phn khc nhau ca doanh nghip. Chng hn khi mt khch hng phn nn v vic cc in thoi b tnh sai, khiu ni ny c th c gi n phng chm sc khch hng, phng tnh cc hay trung tm k thut. Nh vy, trong qu trnh gii quyt khiu ni, cng ty c th thnh lp mt nhm chuyn trch bao gm mt s b phn c lin quan. S phi hp ny s gip cho vic x l cc vn nhanh chng hn. Tuy nhin, cp lnh o s l ngi gii quyt cc vn mu cht ca khch .

Gii quyt vn ca khch hng theo qu trnh chun. Cc khiu ni

ca khch hng c thu thp i khi rt hn n, do vy, chng cn phi c tp hp v lu tr theo trnh t thi gian lin tc. Sau , cng ty phi dng nhng d liu ny phn tch nguyn nhn gc r cc vn hay khiu ni m khch hng nu ra, sau khi xc nh c nguyn nhn ri, cng ty cn a ra bin php sa i, ci tin v phi thng bo li cho khch hng bit. y chnh l cha kho cho s thnh cng trong qu trnh to s trung thnh ca
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khch hng vi cc sn phm, dch v ca cng ty. Vic lm ny th hin s tn trng ca cng ty i vi khch hng, v s l ng lc h mong mun gii thiu cng ty cho ngi khc. iu quan trng na l, trong mt chng mc no , h sn sng b qua mt vi li m pha cng ty gy ra.

Phn tch d liu khch hng: Nu ch da vo nhng li phn nn hay

khiu ni ca khch hng tin hnh ci t th cha . Cng ty cn bit kt hp d liu khch hng v d liu ni b phn tch v nhn bit cc vn trc khi khch hng nhn ra. y l mt vic lm rt quan trng bi nu doanh nghip khng hiu r vn , i khi khng th gii quyt c tho ng nhng iu khch hng mong mun. V kh nng cng ty mt khch hng l rt cao. Ch khi y, cng ty mi hiu ht c nhng chi ph thit hi khi khch hng ri b cng ty.

Ln k hoch gii quyt khiu ni khch hng. Trong qu trnh phn

tch d liu khch hng, cng ty phi nm c thi gian xy ra, ai l ngi lin quan trc tip v ai l ngi chu trch nhim v vn ny. ng thi, tin cho vic gii quyt, cng ty cng cn phn loi khiu ni (chng hn nh khiu ni v thi phc v ca nhn vin, hay v nghip v...). Sau , li phi sp xp theo hai loi: c th gii quyt c ngay; cn phi c thi gian nghin cu, xem xt. Cui cng l vic gii quyt, c th theo hai hng: trc tip ti ngi khiu ni hoc a ra cch x l chung trn cc phng tin thng tin i chng.

iu tra, kho st v khch hng. Phng php iu tra l ly mu ngu

nhin nhm c c nhng cu tr li khch quan nht. Vic kho st khch hng c ngha rt quan trng v kt qu ca n s gip cng ty hiu c nhng iu khch hng thc s suy ngh. s l nhng kin qu bu, khng ch l phn nn m c nhng gp cho s ci tin. Kt qu ca cuc iu tra cng gip bn xc nh c cc vn u tin lin quan n i a s khch hng v hnh vi mua hng ca h trong tng lai. N cng gip bn nhn din c xu hng tho mn ca khch hng v kim tra cc bc ci thin lng trung thnh ca h vi cng ty c hiu qu hay khng.
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