Tip th gi tr thng hiu n knh phn phi A. Cc khi nim c bn. 1.

Tip th - Tip th hay Tip cn th trng (Marketing) l vic nhn dng ra c nhng g m con ngi v x hi cn. Mt sn phm nu c to ra m khng ai c nhu cu dng v mua th s khng bn ra c, t s khng c li. M nu vy, th sn xut s tr thnh khng sinh li. Do , nh ngha ngn nht m ta c c l nhn dng c nhu cu mt cch c li. - Ngoi ra ta cng c th hiu : Tip th l qu trnh ra k hoch v thc hin s hnh thnh, t gi, xc tin v phn phi cc kin, hng ho v cc dch v lm tho mn nhu cu ca khch hng. Nick Jones, Cc quan nim Kinh doanh (The Concepts of Business) 2. Knh phn phi. - Knh phn phi (distribution channel) hay n cn c gi l knh tip th (marketing channel) l mt chui cc t chc ph thuc ln nhau cng tham gia vo qu trnh a sn phm v dch v ti ngi s dng hoc tiu dng. - Nhng ch th chnh trong knh phn phi l nh sn xut, ngi bn bun, ngi bn l v ngi tiu dng. Nu knh phn phi ch c nh sn xut v ngi tiu dng m khng c s tham gia ca cc i tng trung gian th knh phn phi l knh phn phi trc tip, nu c cc i tng trung gian khc tham gia th gi l knh phn phi gin tip. 3. Gi tr thng hiu. Gi tr thng hiu(Brand value): l nhng li ch m cng ty c c khi s hu thng hiu ny. C 6 li ch chnh l: c thm khch hng mi, duy tr khch hng trung thnh, a chnh sch gi cao, m rng thng hiu, m rng knh phn phi, to ro cn vi i th cnh tranh. Th nht, cng ty c th thu ht thm c nhng khch hng mi thng qua cc chng trnh tip th. Mt v d l khi c mt chng trnh khuyn mi nhm khuyn khch mi ngi s dng th hng v mi hoc cng dng mi ca sn phm th s ngi tiu dng hng ng s ng hn khi h thy y l mt thng hiu quen thuc. L do chnh l ngi tiu dng tin tng vo cht lng v uy tn ca sn phm. Th hai, s trung thnh thng hiu s gip cng ty duy tr c nhng khch hng c trong mt thi gian di. S trung thnh s c to ra bi 4 thnh t trong ti sn thng hiu l: s nhn bit thng hiu, cht lng cm nhn,

thuc tnh thng hiu v cc yu t s hu khc. Cht lng cm nhn v thuc tnh thng hiu cng thm s ni ting ca thng hiu s to thm nim tin v l do khch hng mua sn phm, cng nh nhng thnh t ny s nh hng n s hi lng ca khch hng. Gia tng s trung thnh v thng hiu ng vai tr rt quan trng thi im mua hng khi m cc i th cnh tranh lun sang to v c nhng sn phm vt tri. S trung thnh thng hiu l mt thnh t trong ti sn thng hiu nhng cng b tc ng bi ti sn thng hiu. S trung thnh thng hiu l mt trong nhng gi tr m ti sn thng hiu mang li cho cng ty. Th ba, ti sn thng hiu s gip cho cng ty thit lp mt chnh sch gi cao v t l thuc hn n cc chng trnh khuyn mi. Trong nhng trng hp khc nhau th cc thnh t ca ti sn thng hiu s h tr cng ty trong vic thit lp chnh sch gi cao. Trong khi vi nhng thng hiu c v th khng tt th thng phi s dng chnh sch khuyn mi nhiu h tr bn hng. Nh chnh sch gi cao m cng ty cng c thm c li nhun. Th t, ti sn thng hiu s to mt nn tng cho s pht trin thng qua vic m rng thng hiu. Sony l mt trng hp in hnh, cng ty da trn thng hiu Sony m rng sang lnh vc my tnh xch tay vi thng hiu Sony Vaio, hay sang lnh vc game nh Sony Play Station Mt thng hiu mnh s lm gim chi ph truyn thng rt nhiu khi m rng thng hiu. Th nm, ti sn thng hiu cn gip cho vic m rng v tn dng ti a knh phn phi. Cng tng t nh khch hng, cc im bn hng s e ngi hn khi phn phi nhng sn phm khng ni ting. Mt thng hiu mnh s h tr trong vic c c mt din tch trng by ln trn k. Bn cnh thng hiu ln s d dng nhn c hp tc ca nh phn phi trong cc chng trnh tip th. Cui cng, ti sn thng hiu cn mang li li th cnh tranh v c th l s to ra ro cn hn ch s thm nhp th trng ca cc i th cnh tranh mi. Khi nhn v kha cnh thuc tnh thng hiu th Tide l loi bt git dnh cho cc gia nh phi git gi nhiu v y chnh l mt thuc tnh ngm nh rt quan trng cho phn khc th trng ny. Chnh v vy m mt thng hiu khc s kh c th cnh tranh c vi Tide phn khc git gi nhiu. Vi v tr vng chc v cht lng cm nhn th thng hiu Acura c c li th cnh tranh rt ln m i th cnh tranh kh c th vt qua c. Vic thuyt phc khch hng rng c mt thng hiu khc c cht lng tt hn Acura th rt kh. B. Tip th gi tr TH Nike n knh phn phi 1. Cc gi tr tip th Gi tr thng hiu c hiu l nhng gi tr c th m thng hiu mang li cho nhng i tng lin quan (bn thn doanh nghip, khch hng, c ng, nhn vin). Khi ni v gi tr thng hiu th chng ta li quan tm n hai kha cnh. Th nht, gi tr cm nhn l nhng cm xc, tnh cm ca ngi tiu dng i vi thng hiu. Th hai, gi tr ti chnh l hnh vi ca ngi tiu dng - h chn dng thng hiu ca t chc hay l nhng i th cnh tranh.

2. Vai tr knh phn phi. Vai tr ca knh phn phi trong marketing 3.0 va l cng tc vin, va l tc nhn thay i vn ha va l i tc sng to ca doanh nghip. - Knh phn phi nh mt cng tc vin: La chn i tng ph hp: doanh nghip gp kh khn trong qun l cc i tc KPP ca h c l la chn i tc khng ph hp. Trong Mar 3.0 vic la chn KPP i hi phi c 1 quy trnh phn nh Mc ch- Tnh ng nht Cc gi tr. S phn nh c ngha l cc cng ty phi la chn nhng i tc tim nng. ( hnh minh ha 5.1 trang 135) - i tc knh phn phi c vai tr nh tc nhn thay i vn ha: ph bin cu chuyn: S cn thit tng trng buc cng ty phi yu cu cc i tc knh t qun l mi quan h trc tip vi KH. Do cng ty s ph thuc rt nhiu vo cc nh pp trong vic tip th cc gi tr ca mnh ra th trng, c bit l khi cng ty ko th trao i trc tip vi ngi tiu dng thong qua phng tin truyn thong - Knh phn phi c vai tr nh mt ng minh sng to: qun l mi quan h:Trong 3.0 quyn lc thuc v NTD. Nhn chung c nhiu n v trung gian chen gia cc doanh nghip v NTD Nhng i tc KPP ny khng ch phn phi sn phm ra th trng m cn cung cp im tip xc KH. Trong 1 s TH, cc i tc knh pp c nhn nhn c vai tr quan trng hn nh sx. Tm quan trng ngy cng gia tng ca cc i tc knh phn phi i hi cc cng ty phi cn nhc thm nhiu yu t khi qun l cc i tc ca mnh 3. Cn c la chn knh phn phi. - Cng vi thng hiu, h thng phn phi chnh l ti sn ca doanh nghip, nhm m bo vic cung cp cc sn phm ca cng ty n khch hng mt cch nhanh nht, n nh nht v hiu qu nht. Hay ni mt cch khc, bn cht ca phn phi l ngh thut a sn phm ra th trng. Nguyn l quan trng nht ca tip th l phi bt u t ngi tiu dng v cng kt thc ngi tiu dng. Sau mt hnh trnh di t hiu ngi tiu dng, phn khc nhu cu, khm ph s tht ngm hiu, sng to sn phm, nh v thng hiu n qung co, truyn thng hiu qu, kch hot thng hiu, khuyn mi th c hch cui cng thnh cng trong ngh thut marketing chnh l xy dng h thng phn phi.

 Cn -

c la chn KPP

Khng mu thun quyn li: L tng nht l tuyn chn c nh phn phi c quyn, ch tp trung kinh doanh sn phm cho ring mt nh sn xut. Nu khng thit lp c nh phn phi c quyn, c th chp nhn nh phn phi kinh doanh nhng sn phm khc, min khng phi l ca i th cnh tranh trc tip. Kh nng v ti chnh: Nh phn phi phi c kh nng ti chnh p ng c nhu cu u t cho hng ho ,cng n trn th trng v cc trang thit b phc v cho vic phn phi nh kho bi, phng tin vn ti, my mc qun l Kinh nghim phn phi: Tt nht l nh phn phi c kinh nghim kinh doanh hoc phn phi hang ho trong cng lnh vc vi cng ty mun tuyn chn. Kin thc v cc mi quan h vi h thng phn phi hang, vi h thng qun l ca a phng l th mnh ca nh phn phi m nh sn xut phi da vo. B phn phn phi c lp: Khi nh sn xut h tr lng v tin thng cho nhn vin bn hang, bt buc nh phn phi phi c b phn bn hang ring bit, ch phc v cho li ch ca nh sn xut. Vic qun l v s dng kho bi c th chung vi cc mt hang ca cc cng ty khc, nhng cng vic phn phi phi ring bit. B phn phn phi ny phi c theo di bng h thng qun l v bo co ring. Nh phn phi phi thit lp c h thng giao nhn t cc kho ca mnh n tt c nhng ca hang trong khu vc c ch nh. Hng ho phi c giao theo ng thi hn quy nh. Mt s nh sn xut cn c th yu cu nh phn phi phi c kh nng chuyn ch hang ho t kho ca nh sn xut. Kho cha hng: Nh phn phi phi c ch cha hang, bo m khng ht hang trong bt k trng hp no. ln ca kho hang ph thuc vo tc lun chuyn ca hang ho, tn sut t hang ca nh phn phi vi cng ty sn xut v thi gian giao hang. 7. Kh nng qun l: Nh phn phi phi iu hnh, qun l c cc b phn h tr cho phn phi nh: k ton, hu cn, tin hc mt cch nhp nhng v ng b. Nh phn phi cng cn phi c h thng thng tin v tin hc qun l

mnh p ng c yu cu ca nh sn xut v phng thc t hng, cc loi s liu bo co bn hang v tn kho. - T cch php nhn: Nh phn phi phi l mt php nhn theo lut php Vit Nam, c chc nng phn phi hang ho. i vi cc mt hang kinh doanh c bit, c quy nh ring ca nh nc, nh phn phi cn phi p ng cc yu cu hoc quy nh ny. - S nhit tnh, tinh thn hp tc trong vic trin khai mi chnh sch phn phi ca nh sn xut cng l mt tiu ch chon la quan trng m cc nh sn xut u quan tm trong qu trnh xy dng h thng phn phi.

4. Cch thc tip th gi tr thng hiu.

Chin lc tiu th y v ko Mt cch nh sn xut ginh li quyn lc l phi to dng nhng thng hiu mnh bng nhng chin lc v chin thut pht trin thng hiu. Bng cch tp trung nhng n lc tip th vo ngi tiu dng cui cng, khch hng s tm hi mua nhng thng hiu ca cng ty. Do , to ra sc p ngc li vi cc nh bn l phi tch tr v bn sn phm cho cng ty . y c gi l chin lc ko. Mt khi xc nh thng hiu k yu t chin lc v yu t trung tm, m hnh Ko v y xc lp trc tin ly thng hiu (sn phm) lm trng tm, Lc Ko nm bn tri v Lc y nm bn phi, c hai cng tc ng vo thng hiu to ra s vng lun chuyn cao. Lc Ko to ra do nhng n lc marketing above-the-line (qung b hnh nh) nhm n cng chng v ngi tiu dng, hay ni cch khc s ngi tiu dng k vng t c cng ln th lc ko ca mt thng hiu (sn phm) cng ln; Lc y to ra do cch n lc marketing below-the-line (thc y phn phi & bn hng) nhm n ngi bn (the trade) thng qua nhiu hot ng pht trin phn phi, bn l, trng by v nhiu hot ng marketing khc ngay ti im bn hng t to ra Lc y. Mt s la chn khc l cng ty c th tp trung nhng n lc bn hng h tr cho cc thnh vin ca knh phn phi, to ra nhng li ch v ng lc trc tip h c th tch tr v bn sn phm ti ngi tiu dng cui cng. Cch tip cn ny gi l chin lc y. Tt c cc n lc qun tr u to ra hiu qu y hoc Ko, hoc c hai. Mt Thng hiu mnh c c hai lc y v lc ko.

Lc y xc lp bng mt lot nhng n lc phn phi gip thng hiu sn phm c mt ti tt c mi im tip xc vi ngi tiu dng to ra mc sn c sn phm (availability) cao nht. Lc Ko c hnh thnh bng s xc lp hnh nh thng hiu vo tm tr v tri tim ngi tiu dng v c o bi cc thng s nhn bit thng hiu (brand awareness). Mt thng hiu mnh s c nhiu ngi bit n v yu mn; ng thi lun sn sng c mt tt c nhng v tr hay cch thc sn sng nht cho ngi tiu dng. Trong thc t c nhng thng hiu c qung b tt nhng khng c phn phi tt v ngc li c nhng thng hiu c phn phi tt nhng ngi tiu dng cha tin cy. Cht lng sn phm y cn bao hm c hnh thc v v p ca thng hiu thng qua tt c nhng n lc truyn thng v phn phi c lin quan. Lc y to ra bi n lc Phn phi; Lc Ko to ra bi Qung b Thng hiu n vi cng chng M hnh Ko v y thit lp song hnh vi Chin lc P3&P4.

Tng ng vi M hnh Ko v y l m hnh t duy chin lc P3 & P4 trong P4 (trong 4P) mang ngha xy dng qung b thng hiu (sn phm) ng thi P3 mang ngha pht trin Phn phi v thc y bn hng. Ni tm li P3 tng xng vi Lc y v P4 tng xng vi Lc Ko

T duy chin lc P3 & P4 ngoi vn gii thch ngha su sc ca m hnh Ko v y trong qun tr thng hiu, y cn l t duy nng tm kinh t v m, l s thay i v t duy kinh t t gia cng sang chin lc lm ch thng qua hai nhm gii php thng hiu (sn phm hon chnh, sn phm u cui) v nhm gii php phn phi n tay ngi tiu dng v lin tc theo di qu trnh bn hng v chm sc khch hng. Cc quc gia pht trin, m c th l nhng thng hiu cao cp hng u khi pht trin m hnh nh hng P3 & P4 (l cch gi ring ca chuyn gia) th s dng mt m t l s phn cng lao ng quc t cho rng cc nc ngho (th gii th ba) ch nn tham gia sn xut gia cng vi gi r (P1&P2) cn cc tp on ny tp trung vo nhng phn

khc thng d cao (80% trong chui gi tr) v hng li. Chnh t chc Oxfam trong t tng Fairtrade ch ra s bt cng ny v ku gi chnh cc tp on giu c hy chia s bt quyn li cho ngi nng dn cc nc ngho. T cch y 10 nm chng ta nhn r vn ny, cc chuyn gia vhng ti cng bn b tuyn truyn, tc gi c nhng bi vit trn cc bo kinh t, trong mt bi vit vi ci tn kh n tng l Chin lc Gia cng, Ni au nhc tiu ng trn Thi bo Kinh t Si Gn. Tn dng ti a knh phn phi Ti sn thng hiu cn gip cho vic m rng v tn dng ti a knh phn phi. Cng tng t nh khch hng, cc im bn hng s e ngi hn khi phn phi nhng sn phm khng ni ting. Mt thng hiu mnh s h tr trong vic c c mt din tch trng by ln trn k. Bn cnh thng hiu ln s d dng nhn c hp tc ca nh phn phi trong cc chng trnh tip th. V bn cht, doanh nghip cn mt gii php win - win (hai bn cng thng) gia doanh nghip v nh phn phi. hng ti mi quan h i tc, doanh nghip v nh phn phi cn c chung mt mc tiu lu di, s chia s quyn li v trch nhim. Trn c s cn nhc cc hot ng knh da trn quan im ca khch hng, doanh nghip cn chuyn cc bn tham gia h thng knh thnh cc i tc c cng mt mc tiu chung v hiu bit ln nhau. T , cc i tc tham gia knh s hiu r cc yu cu phi p ng v li ch thu c, cng nh vic thu ht khch hng v cc i tc khc tham gia trong knh. Bn cnh , doanh nghip cn thng xuyn hng dn v nh hng thit k knh phn phi, thc hin qun l knh nhm p ng nhu cu ca khch hng v to ra li nhun cho cc i tc.

5. Cc hot ng tip th ca Nike

Nng cao s cng tc (collaboration) vi cc i tc trong chui cung ng. Tht s kh khn qun l hn hng trm nh sn xut cung cp sn phm ti Chu v hn 19 000 nh bn l phn phi sn phm trn ton cu. ni lin gia nh sn xut v nh bn l, Nike xc nh s cng tc l mt trong nhng yu t quan trng cho s thnh cng ca chui cung ng. iu ny c th hin r trong quy trnh la chn nh cung cp. Nike s t chi t hng nh sn xut nu nh nh sn xut khng th hin thi hp tc trong qu trnh la chn. Hay nh Nike cng vi cc cng ty nh HP, Home Depot, IKEA, MattelFAOSchwarz-Toy-Designer cng tc vi cc hng vn chuyn thnh lp Clean Cargo Group ng gp n s pht trin bn vng vn ti bin. Xc nh chui cung ng l mt trong nhng li th cnh tranh. Theo AMR Research yu t c bn cnh tranh ngy nay trong cc cng ty hng u l s hu c mt chui cung ng tri hn hn i th. Ni cch khc th qun tr chui cung ng khng cn l mt chc nng mang tnh hot ng ca cc cng ty hng u m tr thnh mt b phn chin lc ca cng ty. Hiu c iu ny, Nike xc nh, xy dng v pht trin chui cung ng ca mnh thnh

mt li th cnh tranh. Vi vic u t vo xy dng chui cung ng thnh mt li th, Nike mong mun gim c thi gian t lc nhn n t hng cho n khi giao sn phm cui cng n nh bn l. Hn th na, vic u t ny s gip chui cung ng tr nn gn nh (lean supply chain) v c th p ng nhanh nhu cu ca khch hng. u t v xy dng li h thng thng tin mi h tr cho chui cung ng. K t khi gp tht bi trong vic thc hin chng trnh d on nhu cu do I2 Technology cung cp, Nike mnh dn u t ti cu trc li h thng thng tin vn l xng sn ca chui cung ng. Di s dn dt ca Charles D.Denson, ng ch tch tp on Nike vi Mark G. Parker[ii][3], Nike u t 500 triu USD xy dng h thng thng tin mi nhm thay th h thng c vn c xy dng mt cch vi vng m kt qu l hn 27 h thng thng tin ton cu khc nhau khng th tch hp c. Kt qu ca vic u t ny a n vic thit k v sn xut nhanh hn, li nhun tng 42.9% nm 2003 so vi vi mc trung bnh 39.9% trong vng nm nm trc.

H thng phn phi: World Shoe hin l thuc vo knh phn phi c ca Nike cho dng sn phm cao cp. C th, hu ht cc im bn l hin ti ca Nike l cc trung tm mua sm, cc ca hng trng by, ca hng th thao chuyn dng; cc sn phm ca Nike ch tp ti cc thnh ph ln nh Thng Hi, Bc Kinh, Qung Chu thng qua nh phn phi duy nht l Trung Tm Phn Phi Thng Hi. V vy m dng World Shoe (gi ch t US$ 15) c by bn cng cc sn phm cao cp nh Air Max (c gi n US$150). Nghch l ny i lc c bin minh bng s a dng la chn cho khc hng. Nhng i vi nhng khch hng dng cao cp, mua sm ti knh phn phi ny, c v l mt s kh hiu, gy tn hi n hnh nh Nike, hn l s a dng la chn. Nghin cu th trng cho thy, h thng trung tm thng mi (phn quan trng trong h thng phn phi hin ti ca Nike) ch chim 3% doanh thu ton ngnh bn l Trung Qucvii. a phn ngi Trung Quc mua hng ti nhng ca hng nh l gn nh (c khong 9 triu ca hng), din tch di 90 mt vungviii. Kh nng kho bi ca nhng ca hng ny rt nh, nn vic phn phi hng theo chu k l khng kh thi. ng thi, v s ri rc ca chng v mt a l, cn mt n lc rt ln tip cn cc ca hng ny. Vic xy dng thm cc nh my ri rc s gip Nike ch ng mt phn trong phn phi. Bn cnh , xy dng thm cc im bn l l vn khng cn phi bn ci. Song, cha kha thnh cng cho World Shoe vn l xm nhp h thng 9 triu ca hng bn l t nhn trn ton quc. 6. Gii php cho Nike Nike cn m rng mng li quan h ca mnh.

a. Nh phn phi mi - i vi chin dch word shoe, nike phi m rng mng li phn phi ca mnh trn ton lnh th Trung Quc, t thit lp mi quan h tt p vi nhng ngi s gii thiu sn phm n ngi mua l rt quan trng. - Nike c th la chn m rng cc knh phn phi khc nh ch u mi, cc khu thng mi tp trung, ni m hng ha c phn phi li cho cc ca hng nh. - Nike c th la chn thm nhng nh phn phi c kinh nghim khu vc nng thn.Tn dng knh phn phi ny, s tit kim cho Nike. b. i ng bn hng t cc knh phn phi - Nike vn cha ch trng lm n vic pht trin lc lng bn hng ca mnh bi cc sn phm ca cng ty vn uc by bn cc ca hng sang trng. - Nu Nike mun thm nhp th trng qua h thng knh bn l t nhn, cng ty cn to i ng bn hng am hiu hn sn phm hn na c mi quan h tt i vi cc ch ca hng. Cc nhn vin ny s trc tip lin h vi tng im bn l nm bt tnh hnh tiu th sn phm ca tng im, gii quyt nhng thc mc v yu cu h tr ca ch ca hng. c. B phn PR chuyn nghip - i vi chng trnh word shoe, Nike nn c gng chiu m lc lng PR ngi bn a tng lm vic cho cc cng ty i th bi ch c h mi hiu r s thch tiu dng cng nh nhng mi bn tm v mt vn ha, x hi, mi trng v h chnh l nhng ngi am hiu lun c chin lc PR ca cc i th cnh tranh. d. Quan h vi nh bn l - m bo mi quan h lu di vi cc nh bn l, Nike cn xy dng mt chnh sch hoa hng chit khu ph hp. Mt mc chit khu cao s khng hp l i vi sn phm i chng, tuy nhin, chit khu qu thp s lm mt ng lc ca ngi bn hng. Do , Nike nn xy dng chit khu theo dng bc thang, ngha l doanh s bn ra cao hn s c hng mc chit khu cao hn tng ng. - Nike nn t chc nhng chng trnh nh i l bn l ca nm nhm vinh danh cc ca hng c mc doanh s cao nht ca mi khu vc. - Thay v t chc nhng bui hi tho, nghi l tn km, Nike c th s dng mt dng newsletter gi n ton b h thng cng ty thng bo v nhng i l bn l tt nht. T cc nh bn l cng c ng lc phn u v mun tr thnh knh bn hng ni ting cho thng hiu Nike.

- T chc nhng bui wordshop ti tng khu vc phn phi tp trung khng ch vo vic nng cao k nng bn hng m cn phi kt hp m rng thm cc i l mi v gip h hiu r hn v sn phm m h ang bn. Danh sch thc hin ti

1.Phan Khc Hiu 2.L Th Phng i 3.Lm Hong Thu Hin 4.Phm Quang H 5.Phm Th Thu H 6.Lu Kiu Yn Nga 7.Phm Kiu Trng Ngha 8.Nguyn Nguyn Thoi 9.Nguyn nh Huy

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