LI M U Trong cuc sng hng ngy ca chng ta, chng ta tip xc vi rt nhiu vt.

Nhng vt dng y u l nhng sn phm c to ra t i bn tay kho lo, b c thng minh ca con ngi. V trong s hng triu triu sn phm y, c nhng th ang hot ng rt tt, tng chng nh l bnh thng, nhng khng hiu sao, v l do g m ngay ngy hm sau n b hng, b li. Hay nhng sn phm mi va sn xut ra b li, hng, cht lng km. Nhng sn phm li, hng y phi c em i tiu hy hay sa cha li th li do nguyn nhn no y n tay ngi tiu dng. Lm gim i danh ting cng nh uy tn ca doanh nghip. Trong kinh doanh cng nh trong sn xut. Vic sn phm li, hng l khng th trnh khi. Nguyn nhn ca sn phm li hng y c th n t nhiu hng. C th l nguyn nhn khch quan hoc nguyn nhn ch quan Vy lm th no c th gim thiu n mc ti a nhng sn phm li, hng y v a ti tay ngi tiu dung nhng sn phm cht lng tt nht. Bi ton tng chng nh n gin nhng li ht sc kh khn. N tiu tn ca doanh nghip rt nhiu thi gian, cng sc cng nh chi ph cho vic hon thin sn phm, hon thin mnh ca doanh nghip.

CHNG I: C S L THUYT
1. nh ngha Sn phm, Cht lng, Cht lng sn phm. 1.1 . Sn phm: C rt nhiu nh ngha khc nhau v sn phm. - Theo Wikipedia: Sn phm l mi th c th cho bn trn th

trng ch , mua, s dng hay tiu dng, c th tha mn c mt mong mun hay nhu cu. - Theo ISO 9000:2000: TRong phn thut ng th sn phm c nh ngha l Kt qu ca cc hot ng hay cc qu trnh.
- Theo C.Mc: Sn phm l kt qu ca qu trnh lao ng dng

phc v cho vic lm tha mn nhu cu ca con ngi.

- Trong nn kinh t th trng, ngi ta quan nim sn phm l bt c

ci g c th p ng nhu cu th trng v em li li nhun.

1.2.

Cht lng: C rt nhiu cc quan im khc nhau c cc

nh nghin cu a ra trn c s nghin cu cc gc khc nhau. Theo Philip.B.Groby cho rng: "Cht lng l s ph hp vi nhng yu cu hay c tnh nht nh". - J.Jujan li cho rng: : "Cht lng l s ph hp vi cc mc ch v vic s dng". Cc khi nim trn c nhn nhn mt cch linh hot v gn lin nhu cu, mc ch s dng ca ngi tiu dng. Theo t in Ting Vit ph thng: " Cht lng l tng th nhng tnh cht, nhng thuc tnh c bn ca s vt.. lm cho s vt ny phn bit vi s vt khc". Theo tiu chun s 8402-86 (T chc tiu chun quc t ISO) v tiu chun s TCVN 5814-94 (Tiu chun Vit nam): "Cht lng l tp hp cc

c tnh ca 1 thc th, i tng; to cho chng kh nng tho mn nhng nhu cu nu ra hoc tim n": Cc khi nim a ra trn y cho d c tip cn di gc no u phi m bo c 2 c trng ch yu. - Cht lng lun lun gn lin vi thc th vt cht nht nh, khng c cht lng tch bit khi thc th. Thc th c hiu theo ngha rng, khng ch l sn phm m cn bao hm c cc hot ng, qu trnh, doanh nghip hay con ngi. - Cht lng c o bng s tho mn nhu cu. Nhu cu bao gm c nhng nhu cu nu ra v nhng nhu cu tim n c pht hin trong qu trnh s dng.
1.3. Cht lng sn phm:

Trong nhng nm trc y, mt s quc gia cho rng cht lng sn phm ng nht vi gi tr s dng ca sn phm. H cho rng, :"Cht lng sn phm l tng hp cc c tnh k thut, kinh t ca sn phm phn nh gi tr s dng v chc nng ca sn phm ". Quan im ny c xem xt di gc ca nh sn xut. Theo , cht lng sn phm c xem xt bit lp, tch ri vi nhu cu, s bin ng ca th trng, hiu qu kinh t v cc iu kin ca mt doanh nghip. Tuy nhin, quan im ny li ph hp vi hon cnh lc by gi. Trong nn kinh t k hoch ho tp trung mi vn u c thc hin theo ch tiu k hoch, sn phm sn xut ra khng p ng nhu cu th trng. ng thi, cc doanh nghip cng t ch ti vn cht lng sn phm, m nu c cng ch trn giy t, khu hiu m thi. gim i nhng hn ch ca tng quan nim, t chc ISO a ra khi nim v cht lng sn phm nh sau:

"Cht lng sn phm l mt tp hp cc c tnh ca mt thc th (i tng); to cho thc th (i tng) c kh nng tho mn nhu cu xc nh hoc tim n". Quan nim ny phn nh c chnh xc, y , bao qut nht nhng vn lin quan ti cht lng sn phm, t cc yu t, c tnh c l ho lin quan n ni ti sn phm ti nhng yu t ch quan trong qu trnh mua sm v s dng ca ngi tiu dng: l kh nng tho mn nhu cu. Chnh v s kt hp ny m khi nim trn y c chp nhn kh ph bin. Tuy nhin, p ng nhu cu ca ngi tiu dng, doanh nghip phi khng ngng nng cao cht lng sn phm. Nhng tri li, vic nng cao cht lng sn phm li b gii hn bi cng ngh v cc iu kin kinh t x hi khc. Do , cht lng sn phm trong nn kinh t th trng c coi l h thng nhng c tnh ni ti ca sn phm, c xc nh bng nhng thng s c th o c hoc so snh c v ph hp vi nhng iu kin kinh t - x hi v k thut hin ti, tho mn c nhu cu nht nh ca x hi. Gn lin vi quan nim ny l khi nim cht lng ti u v cht lng ton din. iu ny c ngha l li ch thu c t cht lng sn phm nm trong mi tng quan cht ch vi nhng chi ph lao ng x hi cn thit. 2. Nguyn tc cn phi tun th m bo cht lng sn phm. 2.1. Chp nhn vic tip cn t u vi khch hng v nm chc yu cu ca h. Phi nhn dng mt cch r rng iu g khch hng yu cu v loi m bo m h i hi. Khch hng nhiu khi ch nu yu cu mt cch m h, hoc ch th hin mt c mun c tha mn nhu cu t sn phm
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hoc dch v no . Cc nh sn xut cng vi b phn Marketing ca h phi lm sao nm bt c mt cch r rng, c th nhng i hi ca khch hng v t c th ha chng thnh nhng c trng ca sn phm hay dch v m doanh nghip d nh cung cp cho khch hng. Ngy nay, ngi ta khng th no lm theo kiu c l c sn xut ri sau s tm cch lm cho khch hng va lng vi sn phm hoc dch v ca mnh sau. 2.2. Khch hng l trn ht. Trit l ny phi c mi ngi trong doanh nghip chp nhn v cng nhau n lc ht sc mnh thc hin n. iu ny c ngha l mi nhn vin, bao gm c b phn bn hng v hu mi, cng nh cc nh cung cp ca doanh nghip v cc h thng phn phi u c trch nhim i vi cht lng. Vic m bo cht lng ch c th thnh cng nu mi ngi cng nhau tch cc thc hin n. Ton b cng ty, thng qua cc t nhm cht lng, phi cng nhau phi hp cng tc tht n tt c v mc tiu m bo cht lng ca doanh nghip. 2.3. Ci tin lin tc cht lng bng cch thc hin vng trn Deming (PDCA). Yu cu v mong i ca khch hng thay i khng ngng v c xu th tng ln dn, do , cho d doanh nghip thc hnh trit l khch hng trn ht, c cc bin php nghin cu th trng ph hp, t chc thit k sn phm c cht lng v thc hin m bo cht lng cng khng hon thin mt cch hon ton. Chnh v th, doanh nghip phi ci tin cht lng lin tc c th lc no cng tha mn nhu cu khch hng mt cch y nht. Vic p dng lin tc, khng ngng vng trn Deming s gip doanh nghip ci tin cht lng sn phm lin tc theo hng ngy cng hon thin hn cht lng sn phm .

P (Plan) : lp k hoch, nh lch v phng php t mc tiu

5

D (Do): a k hoch vo thc hin. C (Check): Da theo k hoch kim tra kt qu thc hin. A (Act): Thng qua cc kt qu thu c ra nhng tc ng

iu chnh thch hp nhm bt u li chu trnh vi nhng thng tin u vo mi.

2.4. Nh sn xut v nh phn phi c trch nhim m bo cht lng. Khi mt doanh nghip a sn phm hoc dch v vo tiu th trong th trng, h phi chu trch nhim m bo cht lng ca cc sn phm ca h lm ra. 2.5. Qu trnh k tip chnh l khch hng ca qu trnh trc. Trong phm vi nh my, doanh nghip, chng ta phi trit thc hin trit l trn, v khi ta quan nim v chp nhn cng on k tip chnh l khch hng ca mnh th trch nhim m bo cht lng phi c thc thi mt cch nghim tc. n lt cng on sau t a v khch hng tr thnh nh cung ng cho cng on k tip h cng s thc hin nguyn l giao cho khch hng sn phm c cht lng tt nht v c th, mi chi tit, mi c
6

phn ca sn phm hon chnh s khng c khuyt tt v sn phm cui cng cng s l sn phm khng c khuyt tt. m bo cht lng bao gm mi vic t lp k hoch sn xut cho n khi lm ra sn phm , bo dng, sa cha v tiu hy. V th cn xc nh r rng cc cng vic cn lm mi giai on m bo cht lng trong sut i sng sn phm, bao gm c vic m bo cc chc nng sn phm c s dng c hiu nng cao v cn thng xuyn kim tra li nhng g thc hin c. CHNG II: BI TP TNH HUNG Trong kinh doanh cng nh trong sn xut. Vic sn phm li, hng l khng th trnh khi. Nguyn nhn ca sn phm li hng y c th n t nhiu hng. C th l nguyn nhn khch quan hoc nguyn nhn ch quan Vy lm th no c th gim thiu n mc ti a nhng sn phm li, hng y v a ti tay ngi tiu dung nhng sn phm cht lng tt nht. Bi ton tng chng nh n gin nhng li ht sc kh khn. N tiu tn ca doanh nghip rt nhiu thi gian, cng sc cng nh chi ph cho vic hon thin sn phm, hon thin mnh ca Doanh Nghip. 1. Ni dung tnh hung Doanh nghip bn lm Gim c v 1 l do no sn phm cht lng km n tay khch hng. Khch hng khng hi lng v a n khiu ni. Khi bn phi lm g khch hng yn tm s dng sn phm trong thi gian di.
2. Cc vn cng ty gp phi v hng gii quyt

Vn cng ty gp phi: - Sn phm cht lng km ti tay khch hng.

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- Khch hng a n khiu ni. - Cch khc phc khch hng thy yn tm. Xoay quanh s c ny, s c rt nhiu nhng cu hi c t ra: Ti sao sn phm li b li, hng? Ti sao sn phm b li hng li n tay khch hng? Phi chng c ai ang ngm ngm ph hoi cng ty C mun vn cu hi c t ra vi rt nhiu cc l do khc nhau. Gii quyt tnh hung: u tin, doanh nghip phi dng cm i mt vi s khiu ni ca khch hng, phi hoan nghnh khch hng kh tnh, cng cn cm n s khiu ni ca khch hng, v ngi mua hng c hiu bit mi kh tnh khi mua hng. Khch hng khiu ni cht lng chng t h mun tip tc qua li hoc mun mua sm c th gii thch hoc x l s khiu ni khch hng hi lng, lm cho khch hng quay li vi doanh nghip, thm ch tr thnh khch hng trung thnh vnh vin. Tip theo, doanh nghip cn tin hnh cc hot ng tm li khch hng. 2.1. Tm hiu k nguyn nhn ca vn . a. Nguyn nhn sn phm ca cng ty km cht lng Sn phm u ra km cht lng ang l mt trong nhng ni lo ln ca cc doanh nghip. Vy ti sao sn phm ca cng ty khi sn xut li khng m bo cht lng t ra? l cu hi m rt nhiu nh qun tr t ra khi m sn phm ca mnh gp trc trc trong vn v cht lng. C rt nhiu nguyn nhn khin sn phm ca mt cng ty khng t ng tiu chun m nh sn xut mong mun. Trc ht, ta phi tm hiu tht k v sn phm km cht lng y xem n nh th no? - Kim tra xem sn phm y chnh xc l ca doanh nghip hay khng?

- Kim tra ngun gc xut x ca sn phm xem nm t no sn xut,

ca no sn xut, ca no trc, phn phi cho i l no, khu vc no. Khi xc nh r v sn phm y l ca doanh nghip, ta mi tm hiu k cc nguyn nhn lm sn phm b li: Cht lng ca nguyn vt liu u vo ca qu trnh sn xut khng m bo: mt sn phm mun t c cht lng u ra m bo 100% yu cu th cc nguyn vt liu ca qu trnh sn xut cng phi m bo cht lng t 100%. Do trong qu trnh sn xut khng m bo k thut cng nh Sn phm km cht lng cha t yu cu u ra i vi khch nhng tiu chun m bo cht lng. hng cn c th do nh sn xut cha hiu r nhu cu khch hng mong mun, thit k sn phm khng ng vi yu cu ca khch hng Do vic qun l t chc ca qu trnh sn xut khng tt, khu vn Trong mt s trng hp, sn phm km cht lng cn do chnh chuyn khng t cc tiu chun yu cu. lng tm, o c ca nh sn xut, nhng nh sn xut ch lo ti li nhun m khng quan tm ti cht lng sn phm, ch v gim chi ph sn xut m h c th lm gim cht lng ca sn phm. b. Nguyn nhn sn phm km cht lng ti c tay khch hng. Sn phm km cht lng ti tay khch hng l mt iu doanh nghip khng h mong mun, tuy nhin iu i khi vn xy ra. Vy nguyn nhn do u dn n tnh hung ? c th l do nguyn nhn t qu trnh nghin cu sn phm th trng, qu trnh sn xut v qu trnh vn chuyn qua cc khu trung gian sn phm n tay ngi tiu dng. Sau y l nhng phn tch k hn v cc nguyn nhn .
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Th nht: Khu nghin cu th trng, nhu cu khch hng Mt sn phm mun c cht lng tt v c khch hng chp nhn th u tin phi quan tm n khu nghin cu nhu cu khch hng. Nu sn phm lm ra m tung ra mt th trng m khng ph hp vi nhu cu ca khch hng: c th khch hng i hi sn phm theo mt chiu hng khc, hoc yu cu sn phm cao hn (mu sc, hng v vi bnh, bn v p vi gia dng,..).. nh vy khi sn phm khng m bo yu cu ca khch th s thnh km cht lng. Th hai: Sn phm km cht lng t trong quy trnh sn xut Khi ngay trong quy trnh sn xut to ra nhng sn phm khng t tiu chun ra ( v d nh ISO 9000) th chc chn sn phm n tay khch hng s l sn phm km cht lng. Doanh nghip khng theo di, gim st cc khu nhp nguyn liu u vo, sn xut v kim tra sn phm u ra tt vi tt c sn phm sau mi quy trnh u t 100% th sn phm u ra cng s khng t cht lng 100%. V n tay khch hng cng vy. Th ba: Nguyn nhn tn ti trong khu vn chuyn mt sn phm tt n tay khch hng th khu vn chuyn cng ng vai tr rt quan trng. V d nh vi doanh nghip chuyn cung ng rau qu ti cho th trng, th vn chuyn sao cho sn phm t ni cung ng n ni tiu th m lun gi c s ti sng, khng dp nt, m bo an ton l c 1 qu trnh. Hoc l vi sn phm in t m a i nhiu ni, th qu trnh ng gi phi m bo sao cho sn phm khi vn chuyn t h hng nht, khng c php sn phm b try xc, v,.. V trong chnh qu trnh bo qun sn phm cng vy, tt c cc sn phm phi c bo qun tht tt v tiu dng trc khi ht hn s dng.

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Mt sn phm ht hn m cho vo lu thng v tiu dng, d rt nh thi cng nh hng rt ln n uy tn ca doanh nghip. Th t: Nguyn nhn do sn phm y qu thi hn s dng m vn c cc i l bn cho khch hng. i khi v chy theo li nhun, theo doanh s cng ty a ra, ngi i l lm tri vi lng tm ngi bn hng l bn nhng sn phm km cht lng, qu thi hn s dng cho khch hng. Th nm: Nguyn nhn do cc i th cnh tranh i th cnh tranh v ganh ght, k, mun lm gim uy tn ca Doanh nghip mnh trn thng trng nn tm cch lm cho sn phm b li, hng: Mua chuc nhn vin sn xut, kho nhm ph hoi sn phm ca Doanh nghip. Nh vy sn phm km cht lng n tay khch hng t rt nhiu nguyn nhn, nn trong qu trnh nghin cu th trng, sn xut v phn phi sn phm doanh nghip cn xem xt v kim tra tht k, hn ch n mc thp nht sn phm km cht lng ra th trng. V ch cn 1 sn phm nh, cng lm nh hng n uy tn ca c c cng ty. 2.2. Cch gii quyt i vi sn phm km cht lng a ra ngoi th trng. sn phm km cht lng n tay ngi tiu dng l iu khng mt doanh nghip sn xut kinh doanh no mong mun. Tuy nhin, khi cng ty gp phi s c ng tic ny, ban lnh o cng ty cn phi hp bn khn cp nhm a ra cc bin php x l hiu qu, trnh nh hng n hot ng sn xut kinh doanh v nim tin ca khch hng vo sn phm ca cng ty.

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Tuy nhin, ta cng ng qu lo lng, phi bnh tnh trc nhng s vic ny. Bi v, trong hng triu sn phm cng c th c 1 vi sn phm li, hng. Nn vic pht hin ra sn phm li, cht lng khng tt chnh l c hi doanh nghip r sot li tt c cc khu trong qu trnh sn xut ca mnh. - Trc tin, cng ty phi thng k li xem, sn phm b li nm trong l no, t no sn xut... v l sn phm y c phn phi u. V rt c th, sn phm b li thng l b li theo c l. Mt khi sn phm km cht lng b a ra ngoi th trng, ngoi s lng hng n vi tay ngi tiu dng, mt lng ln cn li vn cn ang trn k ca cc i l, ca hng, siu th, nh phn phi, Do , doanh nghip cn phi r sot thu hi li tt c cc sn phm . Vic thu hi sn phm li l iu rt cn thit. Vi nhng sn phm sau khi thu hi v, nu c th sa cha n thnh sn phm hon chnh doanh nghip phi lm ngay gim thiu chi ph sn xut cng nh bo qun. Cn nu khng th sa cha c, doanh nghip cn phi em i tiu hy ngay, trnh tnh trng n c th li lt vo tay ngi tiu dng. - Doanh nghip gi thng bo ti cc i l, nh phn phi, yu cu h cng hp tc vi doanh nghip tm ra sn phm li, hng. Nhng sn phm li, hng s c pha cng ty thay th bng sn phm c cht lng tt. 2.3. Chnh sch ly li nim tin ca cng ty i vi khch hng. Khi doanh nghip gp phi s c v sn phm km cht lng ti tay khch hng th i hi phi c bin php gii quyt kp thi trnh nh hng n uy tn v ly li nim tin i vi khch hng.

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Doanh nghip cn nhn li. Mt khi gp phi kh khn ny, doanh nghip khng th khng ln ting chu trch nhim trc ngi tiu dng. Nhn li, tuy nhin cng khng nn lm n o qu, v by gi mi ch c 1 ngi khiu ni. Ai khiu ni th ta nn nh nhng nhn li, xin li vi ngi mt cch m m, nh nhng. Trnh tnh trng lm cc khch hng khc hong s, git mnh. Trnh s bn tn khng hay ca bo i, d lun. khng v mt vi trng hp ny m n thi thnh hng trm, hng nghn sn phm lm tn hi n danh ting ca doanh nghip. Doanh nghip cn phi bi thng tha ng cho cc khch hng ca cng ty khng may mn gp phi s c ng tic bng cc cch : Trc ht l bi thng li sn phm b li, hng. Chu cc khon chi ph v sn phm n tay ngi tiu dng, tng th VIP, phiu gim gi, nhm gi khch hng li vi cng ty. L mt gim c cng ty, khi khch hng than phin v sn phm km cht lng, th ta s gii quyt theo quy trnh sau: thc hin quy trnh 5 bc: Bc 1: Hoch nh chin lc: Chin lc ca chng ta l nhm gi chn cc khch hng bt c lc no c th. Chng ta mun a ra cho khch hng nhng cm gic thoi mi nht trong khi vn cn bng gia li ch kinh doanh v nhu cu ca khch hng. Khng ai mun nh mt cc khch hng hin ang c c. Bc 2: Gp trc tip khch hng v th hin s cm kch Ni chuyn vi khch hng, lng nghe kin ca khch v sn phm ca cng ty. "Ti xin li v vic sn phm khng c c cht lng nhng anh mong i. Ti hiu s tht vng ca anh. Ti hon ton c th gip anh" . Bc 3: Lm r vn
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y l bc xc nh xem, sn phm c vn g nghim trng v khng ph hp vi yu cu cu khch. " chng ti c th ci thin cht lng sn phm v gip ti c th phc v anh tt hn, liu ti c th hi anh rng b phn c th no c cht lng ti c khng?". Bc 4: a ra mt gii php Gii php phi mang tnh mm mng, ly uy tn ca cng ty t ln hng u v gii quyt 1 cch m p nht, cho d cng ty c chu thit mt cht. Bi v trong mi doanh nghip, lun c sn mt khon kinh ph dnh cho nhng trng hp nh th ny. "Chng ti s rt sn lng i cho anh mt sn phm tng t khc vi cht lng tt hn. Bc 5: Kim tra li Sau khi a ra hng gii quyt nn hi li kin khch hng xem h c hi lng v hng gii quyt khng. Nu c th l mt tn hiu ng mng, nhng nu khng th cn phi kin tr v thng lng thm vi i tng khch hng kh tnh. "Anh c bng lng vi gii php khng?". Tu thuc vo cc phn ng t pha khch hng, chng ta c th phi thc s lp i lp li nhiu ln c 5 bc trn theo tun t tng bc mt trong qu trnh giao tip vi mt khch hng. Bng vic gim bt s xung t v ci m trong i thoi vi khch hng, quy trnh 5 bc s gip bn trnh khi ri vo nhng cuc ci v khng hiu qu. N cng s tr gip bn rt nhiu trong vic to ra cho khch hng nhng cm gic v tri nghim thoi mi nht khi giao dch mua bn vi cng ty bn. Khi c hng gii quyt tt vi khch hng th cng ty cng i su vo iu tra nguyn nhn dn n sn phm km cht lng, nghin cu, xem
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xt li sn phm cng l hng , cng khu vc xy ra s vic trnh nhng tnh hung nh vy li xy ra. Mt uy tn vi 1 khch hng th ng thi vi cng l lm mt nim tin ca c 1 h thng khch hng. Trong th trng, hiu ng lan truyn ca khch hng l rt nhanh chng, do vy cng ty phi tm v a ngay ra chin lc mi ly li v cng c nim tin ca khch hng vo sn phm. lm c iu ny, trc tin cng ty phi c i ng chm sc khch hng hng mnh, lun lng nghe v tip thu mi kin ng gp ca khch hng. Khi khch hng pht , phi lp tc hnh ng v tm cch ly li nim tin ca khch hng i vi cht lng dch v ca doanh nghip. Trn thc t, khch hng s cm thy thc s thch th khi bit rng cng ty lun c s quan tm n nhng g h ngh, quan tm v yu cu. 2.4. Gii php sn phm ca cng ty c cht lng tt hn khi ti tay khch hng. Kim tra, gim st tht l lng li tt c cc khu: - Khu nhp ngun nguyn liu sn xut c m bo cht lng. - Tm cch ci tin cht lng mu m ca sn phm, a ra cc sn phm mi c cht lng tt hn p ng c nhu cu ca ngi tiu dng. - Gim st qu trnh sn xut, bo qun sn phm: Sn phm phi c sn xut ng quy trnh k thut, kho bo qun phi m bao iu kin v nhit , nh sng, m. - Kim tra k cht lng sn phm trc khi c ng gi. Bao b, mu m t tiu chun bo qun sn phm. - Phng tin vn chuyn phi c kim tra, bo dng theo nh k. i ng nhn vin li xe phi c o to bi bn sao cho vn chuyn c sn phm mt cch nhanh chng v an ton nht.
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- K tha thun vi nh phn phi, i l: Khng bn sn phm li,

hng n tay ngi tiu dng. Nhng sn phm li s c cng ty i, thay th bng sn phm khc. Kt thc mi khu u c ch k ca nhn vin ph trch v nhn vin gim st khu y. Ngy nay, quan im v m bo cht lng thay i, ngi ta coi mt sn phm c lm ra phi ph hp vi cc c tnh v phi kim tra cch thc ch to ra sn phm, theo di chng c dng nh th no ng thi phi c dch v hu mi thch hp. m bo cht lng cn c m rng ra n tin cy ca sn phm v tr mt s sn phm khi thit k ch n vic ra cc bin php tiu hy, ni chung sn phm no cng i hi s dng lu bn. Ngoi ra, chng ta cn phi ch trng thm mt s gii php sn phm c tt hn :
Trong qu trnh thit k sn phm

Mt thit k c cht lng, chc chn, ph hp vi iu kin sn xut s nh hng trc tip n cht lng sn phm. m bo cht lng trong khu thit k, nh sn xut phi m bo vic thu thp y , chnh xc cc yu cu ca khch hng. Mun th, bn thn qu trnh thu thp thng tin v nhu cu khch hng phi c m bo cht lng. Cc yu cu ny phi c chuyn thnh cc c tnh ca sn phm lm sao tha mn c khch hng nhiu nht vi chi ph hp l. Trong qu trnh sn xut Sau khi c c cc thit k m bo cht lng, trong qu trnh sn xut phi m bo vic khai thc mt cch hiu qu nht cc thit b, dy chuyn cng ngh la chn sn xut ra cc sn phm c nhng tnh

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nng k thut ph hp vi thit k, am bo mc cht lng ca sn phm ph hp vi yu cu ca th trng. Trong qu trnh s dng sn phm - Tha mn cc khiu ni khi cung cp sn phm cht lng thp. Khi nh sn xut cung cp sn phm c cht lng thp, thng thng khch hng ch khiu ni i vi sn phm t tin, cn nhng sn phm r tin i khi ngi tiu dng b qua. V th, nhng thng tin v cht lng thp ca sn phm no khng n c nh sn xut khi ngi tin dng lng lng tm mua sn phm tng t ca hng khc. Cc nh sn xut phi s dng nhiu bin php khc nhau c th thu thp c nhng khiu ni, nhng im khng hi lng ca khch hng. ngay c i vi nhng sn phm r tin. Tuy nhin, vic gii quyt nhng phin h, khiu ni ca khch hng c hiu qu hay khng, trit hay khng ty thuc vo thi v cch t chc ca nh sn xut. Cc nh sn xut c trch nhim thng xuyn trin khai nhng bin php ng tin cy m bo nghe c nhng kin phn hi ca khch hng. H lun lun c gng tha mn mt cch y nht mi yu cu ca khch hng v lun lun coi khch hng l lun lun ng. - n nh thi gian bo hnh. Bo hnh l mt hot ng cn thit v quan trng m bo cht lng trong qu trnh s dng. n nh thi gian bo hnh chnh xc v hp l s khin cho ngi tiu dng tha mn nhiu hn. Song thng thng mi khch hng u bit rng mt phn chi ph cho vic bo hnh c tnh trong gi c sn phm . Do . c th ni rng bo hnh, bo dng k thut l s tha thun gia ngi kinh doanh v ngi tiu dng. Thun li cho

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ngi tiu dng cng nhiu th uy tn ca nh kinh doanh v li nhun ca h cng cao. y l vic khng km phn quan trng trong vic m bo cht lng ca sn phm khi s dng. tin cy, tui th ca sn phm ch c xc nh trong qu trnh tiu dng. Khng th sn xut ra cc sn phm c trc trc trong qu trnh khai thc, s dng, v vy cn thit phi lp cc trm bo dng v sa cha nh k v thng xuyn mi ni : m bo uy tn cho chnh nh sn xut. m bo quyn li cho ngi tiu dng. Thu thp cc thng tin th trng. - Cung cp ti liu hng dn s dng: Vic s dng khng ng, vn hnh trong nhng iu kin bt thng, kim tra bo dng nh k khng y c th lm ny sinh nhng trc trc trong qu trnh s dng, thm ch c th lm h hng sn phm. i vi cc sn phm c thi gian s dng di cn phi c ti liu hng dn s dng. hng dn kim tra nh k tht chi tit. y l trch nhim ca nh sn xut. Ti liu cn in c bng ting a phng v nu r quyn li m ngi tiu dng c th hng khi s dng sn phm v trch nhim ca nh sn xut khi pht sinh nhng trc trc.

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CHNG III: TNG KT Khch hng i vi cc cng ty c xem nh l Thng , l ngi mang li ngun thu nhp, li nhun v cho cc cng ty. Bi vy, gi chn khch hng c cng lu bao nhiu th s tr nn gi tr i vi cng ty by nhiu, bi v s tin tiu tn c c mt khch hng mi s nhiu hn l s b ra gi chn mt khch hng c. Cc gii php chung cc cng ty ly li nim tin i vi khch hng bao gm: - Trc ht cc cng ty phi trin khai k hoch cung cp dch v v th trng cht lng tt nht cho cc khch hng ca mnh. iu quan trng l cng ty phi xc nh c gi tr tn ti ca khch hng mnh hin c. Khi bit c gi tr ny, cc cng ty s bit cch d tho ngn sch mt cch hiu qu hn. Bit chc chn hn phi s dng ng tin marketing ca mnh nh th no v u cho hiu qu. y l thng tin quan trng m mi doanh nghip u cn phi bit nu nh mun i ti thnh cng. - Thit k m hnh dch v quan tm ti lo lng ca khch hng. Cho d vic cung cp dch v l o hoc thc (qua internet), th cha kha thnh cng trong vic to ra tri nghim tha mn cm xc ca khch hng l phi hiu c nhng lo lng ca khch hng, chim c lng tin ca khch hng bng nhng thng ip cm xc. - Xy dng h thng tp hp cc thng tin khch hng v nhng nh gi ca khch hng v cc dch v, sn phm ca cng ty. Mt trong nhng phng thc hu hiu nht lm vic ny l thng qua vic s dng cc bng hi p theo mt c s chung. Cc cu hi c th l: Ti sao khch hng ca cng ty? Cng ty c p ng c cc yu cu ca qu khch khng? Cng ty cn lm thm nhng g ci tin cht lng dch v so vi
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hin nay?... T nhng cu hi kho st ny, Cc cng ty c th hi nhng cu hi ny thm d ti khch hng qua th, email, hoc nhn vin cng ty gi in cho khch hng. Bn cnh nhng li ch hin nhin khi bit c nhng cu tr li, cng ty cn c th c c mt s li ch khc na. Trc ht l khch hng ca cng ty s rt vui v khi cng ty quan tm tm hiu nhng th h cn. Th 2 l cng ty bit c c th cc vn c th l nguyn nhn dn n s ra i ca khch hng. T cng ty c thm tng cho sn phm hay dch v ca mnh. - Xin li v tha nhn sai st ca cng ty: Khi cc cng ty mc sai lm th ngay lp tc phi c thi xin li v hnh ng sa cha ly li nim tin t khch hng. Phi n lc nhanh chng chng t bn lun thc lng quan tm ti khch hng. n b cho khch hng theo mt cch no y (khng nht thit phi bng tin). Hu ht tt c cc doanh nghip u c th lm tt vic gi chn cc khch hng. Cc doanh nghip phi t xy dng chnh sch khch hng sao cho ph hp vi cng ty ca mnh. Hy m bo rng tt c mi ngi trong t chc ca mnh u nhn thc c v ang phn u hon thnh nhng mc tiu . Hy xc nh cc khch hng hoc ang c d nh ri b cng ty. Sau , hy a h quay tr li bng cch n lc gii quyt cc vn trc trc v lm tha mn cc yu cu ca h. V cui cng, s dng trit cc thng tin phn hi m cng ty c c t cc khch hng c trc y v hin nay trin khai cc chnh sch v cc hnh ng cn thit nhm duy tr s thn thin vi khch hng.

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