(YRC) - Giai Phap Xay Dung Thuong Hieu Cho Nhan Long Hung Yen

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A/ Tnh cp thit ca ti Nhn l cy trng mang li hiu qu kinh t, l gii php lm giu cho nhng ngi nng dn Hng Yn bn cnh cy la. n nm 2005, din tch trng nhn ca Hng Yn t 7500 ha trong c hn 3.000 ha trng tp trung, hn 4.000 ha cho thu hoch. [13.3] Sn lng nhn trung bnh hng nm t 14 n 15 nghn tn, tr gi 150-180 t/ nm. Nhng nm c ma nh hai nm 1999 v 2004, sn lng nhn ln n hn 20.000 tn. Mt thc t xy ra nhiu nm nay l khi nhn c ma th gi li thp, khi nhn mt ma th gi li cao. n v nhn, ngi sn xut thng th thng nhn trung gian p gi. Nghim trng hn, nhng nm gn y tn nhn lng thng b lm dng cho c nhng loi nhn khc, gy nh hng xu n uy tn ca sn phm. L do ca thc trng ny l nhn lng Hng Yn cha ng k bo h thng hiu. Cng nh ch Tn Cng, bi Nm Roi, nc mm Ph Quc, caf Bun Ma Thut, nhn lng Hng Yn l mt trong nhng c sn ni ting ca Vit Nam. y l sn phm gn lin vi a danh m ch sn xut mi c y cc c tnh v cht lng. Trong khi mt s sn phm nng sn ni trn c ng k v bo h v thng hiu th nhn lng Hng Yn vn cha c thng hiu ring cho mnh. Mong mun m bo li ch cho nhng ngi trng nhn v gp phn pht trin th trng cho sn phm mt cch hiu qu hn, t nm 1999, UBND tnh Hng Yn c ch trng xy dng thng hiu cho nhn lng Hng Yn. Tuy nhin n nay, nhn hiu nhn lng Hng Yn vn cha c chnh thc cng nhn. Hin ti, ngi dn Hng Yn rt bc xc v mong mun nhn lng Hng Yn sm c thng hiu bo v uy tn, cht lng nhn, qung b sn phm vi ngi tiu dng trong v ngoi nc. Do , vic pht trin v khai thc tim nng cy nhn cn s quan tm u t nhn lng Hng Yn sm c thng hiu ring. Trc thc trng , nhm tc gi - nhng sinh vin sinh ra v trng thnh t vng t nhn Hng Yn, vi lng yu qu hng v c mong pht trin c sn nhn lng qu nh, la chn nghin cu ti: Gii php xy dng thng hiu nhn lng Hng Yn. B/ Mc tiu nghin cu ca ti Mc tiu xuyn sut ca ti nhm nh gi kh nng pht trin nhn lng Hng Yn. Lm r tm quan trng ca vic xy dng thng hiu nhn lng Hng Yn i vi ngi tiu dng, h sn xut v s pht trin kinh t x hi ca a phng. nh gi tnh hnh kinh doanh nhn lng Hng Yn. Tm hiu nhng vn cn tn ti trong vic thc hin ch trng xy dng thng hiu cho nhn lng ca UBND tnh Hng Yn. Xy dng h thng gii php xy dng thng hiu nhn lng Hng Yn.
C/ Phng php nghin cu Nhm tc gi ly phng php duy vt bin chng v duy vt lch s lm phng php lun chung cho ti. Ngoi ra chng ti cn ch trng ti cc phng php phn tch kho cu, iu tra kho st, lng ha qua phng php thng k, so snh, bng biu nghin cu ti mt cch khoa hc mang tnh thc tin cao.
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D/ Phm vi nghin cu Thi gian nghin cu: T thng 5 n ht thng 7 nm 2006 Khng gian nghin cu: kho st thc t sn xut nhn trn mt s vng trng im trng nhn nh cc huyn: Tin L, Khoi Chu, Ph C, n Thi, th x Hng Yn. Ni dung nghin cu: Tnh hnh sn xut v kinh doanh nhn lng Hng Yn Thc trng xy dng thng hiu nhn lng Hng Yn: thun li v kh khn. xut mt s gii php xy dng thng hiu nhn lng Hng Yn. E/ Kt cu ca ti Ngoi phn m u v kt lun, ti gm 3 chng nh sau: Chng I: Tng quan v thng hiu v mt hng nhn lng Hng Yn Chng II: Thc trng sn xut, kinh doan v xy dng thng hiu cho nhn lng Hng Yn Chng III: Mt s gii php xy dng thng hiu cho nhn lng Hng Yn F/ Qui c trnh by ti gm 3 chng, mi chng c th hin bng mt chng mang th t ln lt I, II, III. Trong mi chng, cc mc ln c nh s I, II, III... cho n ht. Nhng mc nh hn s c nh s theo nguyn tc 1; 1.1; 1.1.1; 1.1.2...; 1.2; 1.2.1; 1.2.2... cho n ht. Trong cng trnh c mt s bng biu. Nhng bng ny c nh s th t 1, 2, 3 cho n ht. Km theo bng biu s c ghi ch c th trch dn ngun, n v tnh. Vi cc s liu thng k xut hin trong ti, ngi vit quy nh c th v ngun s liu nh sau: Ngun l cc ti liu tham kho: m l [...], trong nu ln th t ti liu tham kho c nh s thng. V d [3]. Ngun l ph lc: m l (...), trong nu ln tn ph lc. V d: (Ph lc 5: Mu thit k h thng nhn din thng hiu cho nhn lng Hng Yn.) Ngun l cc nh t liu: m l (nh/bng...), trong nu ln s th t ca bng. V d (nh s 6/ bng s 3).
CHNG I TNG QUAN V THNG HIU V MT HNG NHN LNG HNG YN I. MT S VN L LUN CHUNG V THNG HIU V XY DNG THNG HIU 1. Khi nim thng hiu 1.1 Thng hiu nhn di gc php l Trong cc iu c quc t v s hu tr tu v cc vn bn php quy ca Vit Nam lin quan ti lnh vc s hu tr tu ni chung v s hu cng nghip ni ring u khng cp n khi nim thng hiu. Chnh v vy, thng hiu cha phi l mt khi nim php l, khng phi l i tng s hu tr tu c nh nc bo h. Theo ti liu Chuyn v thng hiu ca Cc Xc tin thong mi, B Thng mi, thng hiu khng phi l mt i tng mi trong s hu tr tu m l mt thut ng ph bin trong tip th, thng c ngi ta s dng khi cp ti: a) Nhn hiu hng ho; b)Tn thng mi ca cc c nhn t chc dng trong hot ng kinh doanh (thng hiu doanh nghip); c) Cc ch dn a l v d) Tn gi xut x. Theo cch gii thch trn th thng hiu bao gm bn i tng s hu cng nghip c nh nc bo h. l: a)Nhn hiu hng ho (gm c nhn hiu dch v); b) Tn thng mi ca cc t chc, c nhn dng trong hot ng kinh doanh; c) Cc ch dn a l; d) Tn gi xut x hng ho. a) nh ngha v nhn hiu hng ho, iu 785 B lut Dn s Vit Nam quy nh: Nhn hiu hng ho l nhng du hiu dng phn bit hng ho, dch v cng loi ca cc c s sn xut, kinh doanh khc nhau. Nhn hiu hng ho c th l t ng, hnh nh hoc s kt hp cc yu t c th hin bng mt hoc nhiu mu sc. V d nh: P/S (kem nh rng), OMO (bt git), Bitis (giy dp) b) nh ngha v Tn thng mi, iu 14 Ngh nh 54/2000/N-CP quy nh: Tn thng mi c bo h l tn gi ca t chc, c nhn dng trong hot ng kinh doanh, p ng y cc iu kin sau: L tp hp cc ch ci, c th km theo ch s, c th pht m c. C kh nng phn bit cc ch th kinh doanh mang tn gi vi ch th kinh doanh khc trong cng lnh vc kinh doanh. V d nh: Vinamilk (Tng cng ty sa Vit Nam), Vinatea (Tng cng ty ch Vit Nam) c) nh ngha v Ch dn a l, iu 14 Ngh nh 54/2000/N-CP quy nh: Ch dn a l c bo h l thng tin v ngun gc a l ca hng ho p ng cc iu kin sau y: Th hin di dng mt t ng, du hiu, biu tng hoc hnh nh, dng ch mt quc gia hoc mt vng lnh th, a phng thuc mt quc gia; Th hin trn hng ho, bao b hng ho hay giy t giao dch lin quan n vic mua bn hng ho nhm ch dn rng hng ho ni trn c ngun gc ti quc gia, vng lnh th hoc
a phng m c trng v cht lng, uy tn, danh ting hoc cc c tnh khc ca loi hng ho ny c c ch yu l do ngun gc a l to nn. d) nh ngha v Tn gi xut x hng ho, iu 786 B lut Dn s Vit Nam quy nh: Tn gi xut x hng ho l tn a l ca nc, a phng vi iu kin cc mt hng ny c cc tnh cht, cht lng c th da trn cc iu kin a l c o v u vit. Bao gm yu t t nhin, con ngi hoc kt hp c hai yu t . C th nhn thy rng di gc php l, thng hiu bao gm bn loi i tng s hu cng nghip c nh nc bo h. Cn trong thc t, khi nim thng hiu c hiu v nhn thc khc nhau [8.2]. 1.2. Thng hiu nhn di gc kinh t Mc d khng c nhc n nhiu trong cc vn bn php l nhng trn thc t v di gc kinh t, khi nim thng hiu c cc doanh nghip v cc nh nghin cu s dng nhiu nn c rt nhiu quan im khc nhau v nh ngha thng hiu. Theo nh ngha ca Hip hi Marketing Hoa K, thng hiu l mt ci tn, mt t ng, mt du hiu, mt biu tng, mt hnh v hay tng hp tt c cc yu t k trn nhm xc nh mt sn phm hay dch v ca mt (hay mt nhm) ngi bn nhm phn bit cc sn phm (dch v) vi cc i th cnh tranh.[9]. Nu hiu theo cch ny th thng hiu nghim nhin tr thnh i tng s hu cng nghip c bo h vi tn gi l nhn hiu hng ho. Theo tc gi Don Th nh trong bi "Thng hiu v nhn hiu" (Tp ch Thng Mi s 31/2003) cho rng: "Thng hiu l qu trnh xy dng hnh nh, biu trng ca sn phm, ca t chc doanh nghip. Sau khi ng k bo v thng hiu v c chp nhn th thng hiu tr thnh nhn hiu". Quan im ny cho thy thng hiu chnh l nhn hiu cha c ng k bo h v cha c php lut tha nhn. Nhng trn thc t, c nhiu thng hiu ca Vit Nam cha c ng k nhng ni ting khp th gii v c ngi tiu dng a chung nh c ph Bun M Thut, nhn lng Hng Yn, bi Phc Trch, ko da Bn Tre...Do nhng thng hiu ny rt d b gi mo khin li ch ca doanh nghip b tn hi. Cng c quan im cho rng thng hiu l mt khi nim bao trm ln bn i tng s hu tr tu nh trn, bao gm: nhn hiu hng ho (v d : Kinh (bnh ko), Vinataba (thuc l)..; ch dn a l (ch Shan Tuyt Mc Chu, bi Nm Roi...); tn thng mi ( Vinamilk, FPT, Vietel...), tn gi xut x hng ho (nc mm Ph Quc, nc khong Tin Hi. Tuy nhin, c nhiu nhn hiu hng ho, nhiu tn thng mi c ng k, c php lut tha nhn nhng li khng h c trong tm tr khch hng, khng i vo hot ng. V vy, thng hiu ny cng khng em li li ch cho doanh nghip. Qua cc khi nim trn c th nhn thy rng t thng hiu c cc t chc, cc doanh nghip v x hi hiu v nhn thc khc nhau tuy rng n c s dng rt nhiu trong thc t. Chnh v c nhiu cch hiu khc nhau nh vy gy ra khng t kh khn cho cc doanh nghip v cc c quan qun l. i vi cc doanh nghip th l nhng kh khn trong cng tc xy dng v pht trin thng hiu. Cn i vi cc nh qun l th l kh khn trong vic xc nh loi vn bng bo h v thi hn hiu lc, quyn v ngha v ca ch s hu cc i tng s hu cng nghip. T thc t trn, nhm tc gi nhn thy rng cn phi a ra mt cch hiu chung v thng hiu. Mt cch khi qut nht c th hiu thng hiu l nhn hiu hng ho, tn thng mi, ch dn a l, tn gi xut x hng ho hoc s kt hp cc yu t trn, c php lut
cng nhn v bo h, c ngi tiu dng bit n nh mt du hiu chng t s u vit ca sn phm, ca doanh nghip. Nh vy, nh ngha ny ch ra ba ni dung c bn ca khi nim thng hiu: thng hiu bao gm nhng g, thng hiu cn c gi tr php l, thng hiu phi c gi tr thng mi. 2. Cc yu t thng hiu 2.1. Tn thng hiu Tn thng hiu l yu t u tin v quan trng nht to nn kh nng nhn bit, gi nh, phn bit v nh hng cho khch hng tm n mua v s dng sn phm ca cng ty. C th coi y l mt cng c giao tip ngn gn, n gin nhng c hiu qu cao nht. Thng qua cc chng trnh qung co, tn thng hiu chnh l yu t c khch hng nhn bit v ghi nh vo tm tr rt nhanh v mt khi c ghi nh ri th rt kh thay i. Tn thng hiu khng th thay i theo tng thi k nh logo. Bi vy vic chn tn thng hiu cn phi c xem xt k. Cc tn thng hiu c t cho cc sn phm c nhiu dng khc nhau. Cc tn thng hiu c th da vo con ngi (th d: xe hi Ford, xe my Honda), da vo a danh (th d: nc mm Ph Quc), da vo cc loi vt (th d: sa tm Dove-chim b cu), da vo cc sinh vt v vt khc (th d nh my vi tnh Apple-qu to, xng du shell-v s). Mt s tn thng hiu dng cc t vn gn lin vi ngha ca sn phm hoc gi ln nhng thuc tnh v li ch quan trng (th d: c quy t Diehard, m hi Beautyrest..). Mt s tn thng hiu khc c thit k bao gm cc tin t hoc hu t nghe c v khoa hc, t nhin hoc qu gi (V d: b vi x l Intel). 2.2. Logo hay biu tng c trng Logo hay biu tng c trng l nhng yu t mang tnh ho nh hnh v, hoa vn, kiu ch hoc mt du hiu c bit dng to kh nng nhn bit qua mt nhn ca khch hng. (Ph lc 11: Biu trng ca mt s thng hiu ni ting) Tc dng ca vic s dng logo l tng cng nhn bit v thng hiu v khc bit ho trong cnh tranh, c th d dng iu chnh cho ph hp vi tng thi k v d dng chuyn i qua bin gii a l v cc vng vn ho khc nhau, c th gn cng vi cc sn phm, ng vai tr nh mt s xc nhn v cht lng v uy tn ca cng ty i vi cc sn phm ny, c th c s dng trong cc giao dch kinh doanh thay cho tn cng ty i vi nhng tn cng ty di v kh c, v n tr nn c bit quan trng i vi cc dch v mang tnh v hnh nh du lch, hng khng, ngn hng, bo him 2.3. Tnh cch ca thng hiu Tnh cch ca thng hiu l cch s dng mt nhn vt, mt con vt hoc mt phong cch sng c th din t tnh cch ring bit ca mt thng hiu. Tnh cch ca mt thng hiu thng c to dng, gii thiu v ng vai tr trung tm trong cc chng trnh qung co v khuyn mi, trong cc hot ng gii thiu sn phm mi hoc thit k bao b. to s ch , sinh ng gi nh v to s khc bit. Tc dng ca vic s dng tnh cch thng hiu l nhm to ra v tng cng nhn thc ca khch hng v thng hiu, to cho khch hng mt kiu mu tiu dng sn phm ph hp vi tnh cch m h mong mun, v cng bi tnh cch cha ng yu t con ngi nn n c th lm cho thng hiu tr nn hm hnh, th v v y n tng. Do tnh cch thng hiu
khng gn lin vi ngha ca mt sn phm c th nn n c th chuyn i d dng cho cc loi sn phm khc nhau. 2.4. Khu hiu Khu hiu l mt li vn ngn gn, gi nh v din t c ng v li ch sn phm. Khu hiu phi lt t c ci tinh tu ca nhn hiu v sn phm v mang tnh c trng cho loi sn phm . y l mt cch thc qung b thng hiu rt tt v hiu qu trong vic to dng gi tr thng hiu bi n gip cho khch hng hiu mt cch nhanh chng v thng hiu v phn bit vi cc thng hiu khc. Cu khu hiu c tc dng l lm tng kh nng nhn bit v lu li tn thng hiu trong tr nh khch hng; lm tng nhn thc v thng hiu bng cch lin h trc tip v mnh m ti cc li ch khi tiu dng sn phm t gi m s k vng v thc y ng c mua sm ca khch hng. Tc dng quan trng nht ca cu khu hiu l gip cng ty cng c nh v thng hiu v th hin r s khc bit. i vi nhng thng hiu ln cu khu hiu cn l mt cng c khng nh uy tn v v tr ca mnh trn thng trng. Trong cc chng trnh qung co cu khu hiu thng l cu kho kt thc nhng thng tin mang tnh m t v thuyt phc. Vi nhng loi sn phm m qung co ng vai tr then cht trong vic to dng gi tr thng hiu th cu khu hiu thng c s dng nh mt cch thc th hin s khc bit v to dng hnh nh cho thng hiu. 2.5. Nhc hiu Nhc hiu l mt on nhc hoc mt bi ht ngn d nh, d lp li, c sng tc da trn gi tr ct li ca nhn hiu v sn phm. Nh c nhc hiu m mc qung co cho sn phm tr nn hp dn, sinh ng v cun ht ngi nghe. Nhc hiu c tc dng c th tng cng nhn thc ca khch hng v thng hiu bng cch lp li mt cch kho lo tn thng hiu trong on nhc ht. Nhc hiu cng c th truyn ti nhng li ch ca thng hiu di hnh thc gin tip v tru tng. 2.6. Bao b ca sn phm Bao b ngy nay c xem nh P th nm trong marketing mix (sn phm - Product, gi Price, knh phn phi - Place, xc tin bn hng Promotion v bao b - Package). Bao b sn phm ng vai tr quan trng trong vic to dng gi tr thng hiu. Vi nhng im khc bit v chc nng v tnh thm m, bao b c th tng cng s nhn bit v gi nh n thng hiu. Bao b c nhng tc dng nh sau: Th nht, bao b l mt yu t quan trng to dng nn gi tr thng hiu ca cng ty. Thng thng, s lin h mnh nht ca khch hng i vi sn phm chnh l thng qua bao b ca n. Chnh hnh thc ca bao b c xem l mt cng c quan trng trong vic nhn thc v gi nh n sn phm. Hn na, nhng thng tin v du hiu trn bao b c th to ra nhng lin kt hiu qu i vi thng hiu. Vic ci tin v a dng ho cu trc bao gi c th to ra nhng im khc bit quan trng cho sn phm, lm doanh thu v th phn tng vt. Tc l, cng ty cn chia nh hn na i tng khch hng mc tiu, nghin cu thit k cc loi bao b cho ph hp vi tng phn on a dng ho kch thc, kiu dng bao b cn lm tng kh nng la chn, tiu dng ca khch hng, thu ht thm nhng khch hng tim nng dng sn phm.
Th hai, kiu dng v hnh thc bao b cn l mt cng c thu ht v li cun khch hng. Nu cng ty n lc nghin cu, thit k bao b vi nhng khc bit ni tri c v tnh nng ln hnh thc s to cho sn phm nhng li th cnh tranh ng k. Th ba, tc ng ca bao b khng ch gii hn thi im mua sm hoc tiu dng sn phm m n cn l mt thnh t quan trng trong cc mc qung co. Mt cuc nghin cu vi 200 mc qung co cc sn phm khc nhau trn truyn hnh cho thy rng trong 30 giy qung co th c n 12 giy gii thiu hnh nh, bao b. Tn sut ny cng ln hn i vi cc mc qung co trn cc n phm nh bo ch, t ri, t gp. Yu t bao b cn c thay i thng xuyn v mt s l do sau: th nht, vic iu chnh bao b c th nng gi bn v tiu th tt hn, c bit qua nhng knh phn phi mi. Th hai, khi doanh nghip cn m rng nhm mt hng. Th ba khi th hiu tiu dng ca khch hng thay i khin cho bao b hin c tr nn lc hu v li thi. 3. Kt hp cc yu t thng hiu Trn y l nhng yu t chnh cu thnh nn mt thng hiu. Mi yu t li ng mt vai tr nht nh trong vic to gi tr thng hiu. Tuy nhin, mi yu t ny li c nhng u im v nhng hn ch khc nhau. V vy iu quan trng ca ngi to dng v pht trin thng hiu l phi la chn v kt hp mt cch hiu qu nht nhng yu t ny nhm to nn mt thng hiu mnh. ng thi khi la chn cc yu t cn phi m bo nhng yu t ny c th h tr, tng cng ln nhau, cn phi c xy dng mt cch ng b da trn gi tr v tnh cch ct li ca nhn hiu c nh hng qua vic xy dng mt chin lc nhn hiu. Tuy nhin tht kh c th thit k c mt thng hiu l tng p ng c mi tiu ch. Trn thc t, trong rt nhiu trng hp cc tiu ch ny li mu thun v xung t nhau. Th d to ra mt thng hiu y ngha mt ngn ng ny th n li gp nhng kh khn rt ln v dch thut v vn ho khi chuyn sang ngn ng v nn vn ho khc. Th d nh khi Pepsi bt u tip th sn phm ca mnh ti Trung Quc cch y vi nm, khu hiu ca h Pepsi mang bn tr li vi cuc sng c dch gn nh theo tng t mt. Cu khu hiu vi ngha gn nh l Pepsi mang t tin ca bn t ci m ty tr v. Trong khi Coca-cola ln u a hng sang Trung Quc, h gi tn sn phm l g m khi pht m ra nghe ging nh Coca-cola nhng vn l cc m li c hiu l lm cay t con nng nc sp. Sau h i thnh b ch c ngha l Hnh phc trong ming. Tm li, khng mt yu t no li c th p ng c y cc tiu ch la chn. Do o, chng ta cn xem xt v la chn cc yu t thng hiu khc nhau v kt hp chng sao cho t c hiu qu cao nht. 4. Cc loi thng hiu Theo quan im tip cn ca qun tr thng hiu v marketing, thng hiu c th c chia thnh: thng hiu c bit (thng hiu c th, thng hiu ring), thng hiu gia nh, thng hiu tp th (thng hiu nhm), thng hiu quc gia. Trong phm vi nghin cu ca ti ny, nhm tc gi ch cp n hai loi thng hiu l thng hiu c bit v thng hiu tp th. 4.1. Thng hiu c bit Thng hiu c bit (cn gi l thng hiu c th hay thng hu ring) l thng hiu ca tng chng loi hng ho, dch v c th. Vi thng hiu c bit, mi loi hng ha li mang mt thng hiu ring v nh th mt doanh nghip sn xut v kinh doanh nhiu loi hng ho khc nhau c th c nhiu thng hiu c bit khc nhau. V d nh cng ty sa Vit Nam Vinamilk c nhiu thng hiu c bit nh Mikka, Yomilk, Redielac, ng Th...
Thng hiu c bit c c im l thng gn vi nhng thng ip v hng ho c th (tnh nng ni tri, tnh u vit, nhng tin ch) v c th hin trn bao b vi c tnh ring bit. Tuy nhin, thng hiu c bit c th tn ti mt cch c lp trn hng ho nh Omo, Clear, Sunsilk... m khng cn bit l ca Unilever, hoc c th gn lin vi thng hiu khc nh thng hiu tp th, v d nh xe Honda Future ca hng xe my Honda, c ph ha tan G7 ca Trung Nguyn. 4.2. Thng hiu tp th Thng hiu tp th (cn gi l thng hiu nhm) l thng hiu ca mt nhm hay mt s chng loi hng ho no , do cc c s khc nhau sn xut v kinh doanh (thng trong mt khu vc a l). V d nh nhn lng Hng Yn, hoa Lt, nc mm Ph Quc. Thng hiu tp th cng c th l thng hiu dng chung cho hng ho ca cc doanh nghip khc nhau trong cng mt hip hi ngnh hng. Chng hn nh cc doanh nghip thnh vin Hip hi ch Vit Nam c th s dng thng hiu tp th Cheviet. Thng hiu tp th c tnh khi qut v i din cao, thng c gn lin vi cc chng loi hng ho ca nhiu doanh nghip khc nhau trong mt lin kt v tnh i din c pht trin ch yu theo chiu su. Qun l v s dng thng hiu tp th l mt vn phc tp v khng phi tt c cc doanh nghip u c quyn s dng thng hiu tp th m thng hiu tp th lun gn cng vi nhng du hiu ring ca doanh nghip thnh vin. V d nh trong thng hiu nc mm Ph Quc Knorr th Ph Quc l thng hiu tp th cn Knorr l thng hiu ring bit ca doanh nghip. 5. V qui trnh xy dng v pht trin thng hiu Cho n nay, cha c mt vn bn php l hay m ti liu ny cp n quy trnh xy dng v pht trin thng hiu mt cch tng qut bi v l mc tiu v chin lc ring ca mi doanh nghip v mi loi mt hng. Qua nghin cu kinh nghim mt s thng hiu ni ting th gii nh Unilever, Coca Cola, Nokia, nhm nghin cu c th xc nh cc bc chnh ca vic xy dng v pht trin thng hiu, bao gm: a) Chin lc tng th xy dng v pht trin thng hiu; b) Thit k vo to dng cc yu t thng hiu; c) ng k bo h cc yu t thng hiu; d) Qung b thng hiu; e) Bo v v pht trin thng hiu. 5.1. Chin lc tng th xy dng v pht trin thng hiu Chin lc thng hiu l k hoch ch ra ng li v trng tm cho vic qun l thng hiu, ng thi to nn tng vng chc gip nh qun l thc hin ng b moi hot ng liu quan n thng hiu . Mt chin lc hong hcnh v xy dng v pht trin thng hiu phi th hin c chin lc v thi gian cho tng giai on, chin lc v ti chnh v nhn s cho xy dng thng hiu. Thng thng, k hoch thi gian thng gn lin vi k hoch th trng v k hoch sn phm v l c s thit lp k hoch nhn s v ti chnh. Tuy nhin, trong khng t cc trng hp, k hoch v thi gian li c xy dng da trn k hoch v ti chnh. Trong k hoch thi gian, cn c th ha theo tng giai on ca chin lc kinh doanh v c n nh cc mc thi gian c th, chng hn phi xc nh c thi im tin hnh cc chin dch qung b, tn dng c hi tham gia cc hi ch trin lm hoc cc s kin. Chin lc nhn s cn ch r nhng ai tham gia trc tip v tng bc trong xy dng thng hiu, ngun nhn lc ly t u, tng ng vi tng giai on cn bao nhiu nhn lc cho cc cng vic c th. Bn cnh , v mt ti chnh cn lp k hoch chi tit phn b ti chnh cho tng giai on, nn c k hoch tp trung cho giai on y qung b. 5.2. Thit k vo to dng cc yu t thng hiu
Bc tip theo trong quy trnh xy dng thng hiu hng ha l thit k cc yu t thng hiu. Nguyn tc chung nht khi thit k cc yu t thng hiu l lm sao cho thng hiu c kh nng phn bit tt nht vi cc thng hiu ca cc hng ha cng loi v lm cho ngi tiu dng c kh nng nhn bit tt nht v thng hiu. Thng thng, mt thng hiu mnh phi kt hp c sc mnh ca ngn t, hnh nh v cng cng c khc c kh nng thu ht s ch ca khch hng. Mt ci tn d nh, logo c thit k n gin nhng n tng, cu khu hin din t xc tch yu t phn bit c o ca sn phm l nhng yu t u tin ha hn thnh cng cho mt thng hiu. Thng hiu l tng hp nhng yu t nhn din mang n nhng cam kt v cht lng cho khch hng, v th mi kha cnh ca thng hiu phi c truyn ti, c cam kt v bao hm s c o ca thng hiu. 5.3. ng k bo h cc yu t thng hiu Sau khi mt h thng nhn din thng hiu c to dng, chng cn phi c ng k bo h. l vic xc lp quyn c php lut bo h v ca nhng yu t thng hiu khi b xm phm. Xut pht t vic bo h thng hiu mang tnh lnh th, nn quyn bo h ch c cng nhn ti nhng quc gia m ch thng hiu tin hnh ng k xc lp. Khi doanh nghip ng k bo h ti quc gia no th thng hiu ch c bo h ti quc gia . Quyn c bo h cng ch tn ti trong mt thi gian nht nh (thng thng l 10 nm). Sau thi gian ny, cc doanh nghip cn tin hnh nhng th tc gia hn. Vit Nam, cc th tc ng k thng hiu c hng dn c th trong thng t ca b Khoa hc Cng ngh v Mi trng s 3055/TT-SHCN ngy 31 thng 12 nm 1996 hng dn thi hnh cc quy nh v th tc xc lp quyn s hu cng nghip v mt s th tc khc trong ngh nh s 63/CP ngy 24 thng 10 nm 1996 ca Chnh ph quy nh chi tit v s hu cng nghip, kt hp vi Thng t ca s 08/2006/TT ca B Khoa hc v Cng ngh ban hnh ngy 4/4/2006 v dch v s hu tr tu. Mi y, quyn s hu cng nghip ni chung v th tc ng k s hu cng nghip ni ring cn c iu chnh bi Lut S hu tr tu s 50/2005/QH11 c hiu lc t ngy 1/7/2006. (Ph lc 12: Qui trnh ng k s hu nhn hiu hng ha) 5.4. Qung b thng hiu Truyn thng l mt phn tt yu trong xy dng thng hiu. Cng tc truyn thng chnh xc v tp trung l yu cu quan trng nht trong mt chin lc truyn thng bao gm cc hot ng sau: qung co, quan h cng chng, hi tr trin lm thng mi Qung co: l bin php c p dng ph bin nht, th hin di nhiu hnh thc: qung co trn truyn hnh, trn sng radio, trn bo hay tp ch, trn t ri Trong s cc phng tin qung co, truyn hnh l phng tin hu hiu nht do phm vi nh hng rt rng, c s kt hp sinh ng gia hnh nh v m thanh, tuy nhin i hi chi ph rt cao. (Thng gp t 10 n 100 ln cc phng tin khc.) Qung co trn bo v tp ch t tn km hn nhng phm vi nh hng li hn ch. Tuy nhin, qung co trn bo v tp ch s chn lc i tng tip nhn thng tin v thi gian sng ca qung co lu hn. chin lc qung co thng hiu c hiu qu cao nht, iu tt yu l phi nghin cu tm l c tnh ca nhm khch hng mc tiu, cc phng tin truyn thng h tr, chnh sch ca cc i th cnh tranh, trong vic hiu bit quy trnh nhn thc thng hiu ca mt khch hng l yu t tin quyt. Quan h cng chng: (Public Relation- PR) thng c hiu l mt h thng cc nguyn tc v hot ng c lin h mt cch hu c, nht qun nhm to dng mt hnh nh, mt n tng, mt quan nim nht nh hoc mt s tin cy no . PR l mt cng c quan trng trong
tip th v pht trin thng hiu, nhm trc tip vo i tng mc tiu khng ch l khch hng tim nng m cn nhm thit lp v khai thc quan h vi cc t chc x hi, gii truyn thng, chnh quyn, a phngm, nh phn phi, nh cung cp, ngi tiu dng to iu kin ph bin thng hiu. Ngy nay rt nhiu cc cng ty ang n lc chuyn mt phn kinh ph cho qung co v khuyn mi sang quan h cng chng v n t c nhng gi tr thng hiu v mt tim thc, hn na n t tn km, i tng c th v ng tin cy. Tham gia hi ch trin lm: l hot ng kh ph bin hin nay. Tuy nhin Vit Nam hin nay hu ht cc sn phm tham gia hi ch trin lm l bn hng trc tip hn l tm i tc v pht trin th trng. Qung b thng hiu thng qua hi ch trin lm i hi phi c s chun b k cng trc khi trng by ti trin lm. Gian hng ti hi ch s to mt giao n tng v hnh nh ca thng hiu, l b mt ca thng hiu . Hi ch l c hi gp g cc i tc ang c nhu cu tm kim c hi, ng thi c th nhn bit cc i th cnh tranh v khng nh, qung b hnh nh ca thng hiu. 5.5. Bo v v pht trin thng hiu Thng hiu lun gn lin vi hot ng kinh doanh ca doanh nghip, t chc s hu thng hiu . V vy sau khi thng hiu c ng k bo h, t chc phi ni lc trin khai s dng thng hiu cua mnh. Thm ch t chc cn phi n lc hn nhng giai on trc v giai on ny, doanh nghip mi chnh thc i vo thc hin nhng sch lc, chin lc xoay quanh thng hiu ra trc . T chc mun bo v thng hiu ca mnh th u tin phi tm mi cch ngn chn tt c cc xm phm t bn ngoi (xm phm ca hng gi, hng nhi; s to nhm ln c tnh hay v tnh; hin tng gy kh hieeru ca cc thng hiu gn ging) v c bit l s sa st t ngay bn trong thng hiu (gim uy tn do cht lng hng ha suy gim; khng duy tr c mi quan h tt vi khch hng lm gim lng tin ca khch hng vi hng ha ca doanh nghip). Khng ngng nng cao cht lng sn phm v qung b thng hiu. C th ni cht lng sn phm l mt trong nhng yu t then cht quyt nh lng trung thnh ca khch hng i vi mt thng hiu. Lun m bo cht lng sn phm tt cng c ngha l m bo hnh nh tt p ca doanh nghip vi khch hng. Tuy nhin vi mc cnh tranh ngy cng gay gt trn th trng, cht lng sn phm cn i hi lin tc c nng cao v i mi. Bn cnh , tuyn truyn qung b l cn thit khng ngng gi nh cho ngi tiu dng v hnh nh thng hiu. To ro cn chng xm phm thng hiu: Doanh nghip cn c nhng bin php kim sot v ngn nga, x l nhng nguy c bt li cho thng hiu, to ro cn chng xm phm thng hiu. Nhng bin php ny c thit lp ngay t khi xy dng thng hiu nh to tn v biu trng kh trn lp, to s c bit ha v bao v v kiu dng hng ha, i mi bao b v cch th hi thng hiu trn bao b Bn cnh cn c h thng phn hi thng tin v cnh bo xm phm thng hiu, nhn chung, c xy dng da trn s tch cc v ch ng t pha doanh nghip. Mt bin php m cc doanh nghip cung cp dch v ti Vit Nam ang lm l thit lp h thng ng dy nng thu nhn nhng thng tin phn hi v thng tin v xm phm thng hiu t mi lung. H thng ny khng nhng cung cp cho doanh nghip c hi c c thng tin kp thi nht bo v thng hiu khi b xm phm m cn cho khch hng lng tin, s thoi mi thc y s gn kt gia khch hng v doanh nghip. R sot th trng phn bit hng gi: Doanh nghip cn phi theo di vic s dng thng hiu ca cc i th cnh tranh nhm ngn chn nguy c lm mt uy tn cho thng hiu ca doanh nghip hoc thu hp ph vi bo h cho thng hiu do cc i th cnh tranh s dng chnh thng hiu ca doanh nghip hoc cc du hiu tng t, gy nhm lm vi thng hiu
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ca doanh nghip. Khi thng hiu b vi phm, doanh nghip c th yu cu cc c quan c thm quyn gii quyt hoc thng qua lut s tin hnh cc th thc php l cn thit bo v thng hiu ca mnh. II. KHI QUT CHUNG V MT HNG NHN LNG HNG YN 1. Khi qut v cy nhn lng Hng Yn Ngi Hng Yn t ho v c nhn lng v ph Hin. i bt c u khi nh v qu hng, ngi Hng Yn khng th no qun hng v thm, ngon ca nhn lng, ging nhn qu dng tin Vua ngy xa. Nh bc hc L Qu n tng m t v nhn lng ''mi ln b vo ming th tn trong rng li ny ra v thm ta nh nc thnh tri cho...'' V ph Hin, nhm nghin cu c nghe cc c cao tui v cc nh khoa hc, gii thch khc nhau v sao nhn Hng Yn li gi l "nhn lng". C kin cho rng, nhn Hng Yn ngy xa rt qu him, nn ngi trng phi dng lng chp vo cc chm nhn bo v khi gp ma, gi, di, chut; c kin na cho rng, nhn Hng Yn khi mang tin Vua phi ng trong lng cht lng nga ln kinh thnh; c kin khc li cho rng, nhn Hng Yn c ci dy, gin, ngt m, qu nhn bc ra thy ci nhn lng vo nhau...D c nhiu cch gii thch khc nhau, nhng ai cng tha nhn nhn lng Hng Yn l ging nhn qu dng tin Vua ngy xa v nay c ngi tiu dng c nc a chung. Gi y, ngi dn ph Hin vn gi c cy nhn t trong vn nh Hin. Theo Vin nghin cu Rau qu v cc ging nhn nc ta hin nay, nhn lng l loi nhn qu, qu trn, to gn nh qu vi thiu. Trng lng qu trung bnh t 12 n 17g, ci dy vn hanh vng, cc mi lng vo nhau rt r, trn mt ci nhn c nhiu ng gn ni xp chng cht, c ci nh vy rng. Ht nhn mu en, trng lng khong 2g. Ci nhn n gin v ngt, hng v thm mt. V qu dy, gin, d tch. Phn n c chim khong 63,25% trng lng qu. [4] Cch y 10 nm, ngi trng nhn Hng Yn vn cha u t thm canh vn nhn, trng nhn t nhin. V vy, hin tng nhn ra hoa cch nm, c ma cch nm xy ra thng xuyn. Ngoi ra, cy nhn cn chu nh hng ln ca thi tit. C thi k, ngi dn phi cht b nhng cy nhn gi ci, khng cho hoa. Nhng t nm 1997, Hng Yn ra nhiu ch trng, chnh sch nhm pht trin, nng cao cht lng cy nhn. V th cy nhn c nng ln, gip ngi dn xa i, gim ngho v lm giu. Tuy nhin c mt thc t xy ra nhiu nm, khi nhn c ma li gi thp, mt ma li gi cao. Hn na, nu nh trc y nhn Hng Yn "lng" ln Sng M th nay nhn Sng M li "lng" v ph Hin tiu th. ng thau ln ln, uy tn cht lng nhn lng Hng Yn ang b nh hng nghim trng. 2. Kh nng pht trin nhn lng Hng Yn 2.1 V iu kin t nhin 2.1.1 Hng Yn c v tr a l kinh t thun li Hng Yn nm trong vng kinh t trng im Bc B, (gm H Ni Hng Yn Hi Dng Hi Phng Qung Ninh), c th lu thng thun li vi cc trung tm kinh t, khoa hc, k thut v th ln nh h thng cc tuyn ng giao thng quan trng chy qua a bn. (Ph lc 13: Bn hnh chnh tnh Hng Yn) Hng Yn chu tc ng trc tip ca qu trnh pht trin kinh t - x hi mnh m ca vng kinh t trng im Bc B, i trc tr thnh ng lc thc y cng nghip ha hin i
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ha t nc. y l c hi v ng lc quan trng cho s pht trin ca HngYn da trn kh nng tn dng mng li c s h tng pht trin, h tr v o to v chuyn giao cng ngh t cc trung tm khoa hc k thut ln trong vng nh H Ni, Hi Phng Tip gip v gn vi cc th ln nh H Ni, Hi Phng, Hng Yn c thun li v th trng tiu th, trong c nng sn thc phm, cy n qu, c bit l cy nhn. 2.1.2 Ch kh hu v ti nguyn t thun li cho s pht trin ca cy nhn Hng Yn chu nh hng ca ch kh hu nhit i gi ma: nng m v c ma ng lnh. Nhit bnh qun trong nm khong 23,7oC rt thch hp cho cy nhn sinh trng. Ma ng lnh thun li cho nhn phn ha mm hoa. m bnh qun cc thng trong nm 85,5% v lng ma trung bnh 1450-1650mm l iu kin l tng cho s pht trin ca cy nhn.[6] Nm trong vng ng ba chu th sng Hng v sng Thi Bnh, c im th nhng ca Hng Yn gn lin vi qu trnh bi p ca ph sa t h thng ca cc dng sng trn. Ton tnh c 9 loi t ph sa c ph kh, thch hp canh tc cy lu nm, c bit l cy nhn. (Ph lc 14 v 15) 2.1.3 Ngun nc di do Ngun nc mt phong ph: Nm trong cc h thng sng ln nht ca min Bc: sng Hng v sng Thi Bnh, Hng Yn c ngun nc mt kh di do. Ngun nc mt phong ph ca cc sng Hng, sng Luc v cc sng, ngi trong ni ng (sng St, Chanh, Cu Yn, Tam ) l iu kin thun li cho sinh hot v sn xut, c bit l sn xut nng nghip. [1] Ngun nc ngm: Trn a bn ca tnh c nhng m nc ngm c tr lng rt ln nht l khu vc dc Quc l 5 (T Nh Qunh ti Ph Ni) [1]. Cy nhn l cy va a cn va a m, mch nc ngm l iu kin thun li cho s pht trin ca b r v s sinh trng ca cy nhn. 2.2. V iu kin kinh t - x hi vn ha ca tnh Hng Yn 2.2.1. H thng c s h tng tng i pht trin H thng giao thng gm ng b, ng sng, ng st tng i pht trin p ng nhu cu i li, lu thng hng ha. Mng li ng b kh hp l, ph u trn a bn vi tng di trn 6.000 km. 100% s x trong tnh c ng t n trung tm. Giao thng ng sng l li th ca Hng Yn vi h thng sng, knh a vo khai thc vn ti t 140km/1.000 km2, cao gp 5 ln mt trung bnh ton quc. H thng in lc a in li quc gia ti 100% s x vi khong 95% s h nng thng s dng in. [1] H thng cc c s dch v k thut v ging nhng nm gn y u c u t nng cp nh Trung tm Ging gia sc, Trung tm thy sn v Trung tm ging cy trng. H thng cc c s hot ng dch v cung ng vt t k thut nng nghip tham gia tch cc v cung ng vt t k thut nn nghip, tiu th nng sn ri u khp trn a bn tnh. Nhng h thng ny gp phn tch cc thc y qu trnh pht trin ca nng nghip Hng Yn nhng nm qua. 2.1.4 Ngun nhn lc di do n nm 2003, dn s trung bnh ca tnh l 1.113.489 ngi, trong lao ng nng nghip chim 74,5% lc lng lao ng x hi. [11] Nm trong khu vc c trnh dn tr tng i kh, nhn chung lc lng lao ng nng nghip ca Hng Yn c kinh nghim v trnh
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thm canh sn xut, c bit l cy nhn; c kh nng tip thu nhanh cc tin b khoa hc k thut, c truyn thng cn c v nng ng trong sn xut kinh doanh, ha nhp tch cc vo c ch th trng. Trong qu trnh kho st nghin cu ti a bn tnh Hng Yn, nhm nghin cu nhn thy ngi dn ni y bc u c nhng nhn thc tch cc v s cn thit ca vic xy dng vo bo v thng hiu cho hng ha ca mnh, c bit l c sn ca a phng l nhn lng. y l tin quan trng gp phn thc y qu trnh pht trin nng nghip theo hng hng ha ni chung v xy dng thng hiu cho nhn lng Hng Yn ni ring. 2.1.5 Nn tng truyn thng vn ha Hng Yn ni ting vi nhn lng tin Vua t hng trm nm nay nh ci duyn ca t cng sc lao ng cn c ca ngi dn Ph Hin. Ngi Hng Yn vn thng gi Tri tim ca vng nhn l cy nhn T 300 nm tui ti cha Hin (phng Hng Chu, TX Hng Yn), mt linh vt trong i sng lao ng ca h, mt minh chng cho nhng thng trm ca ngh trng nhn. Theo GS V Cng Hu (1952), ngi dch tm bia trc cha Hin cho bit, nhn lng Hng Yn khng ch l sn vt m cn l mt nt vn ho c trng trong b quyt ngh cha truyn con ni y.[1] V trn thc t, qua bit bao nhiu th h, nhn lng Hng Yn i vo tim thc ca nhng ngi dn qua nhng cu h, v nh: Hi c tt nc bn sng, c mun n nhn th lng sang y, hay Nhn lng b ngp dao phay, g con mi ln quay ra ng..., qu nhn to c ngi Hng Yn v von so vi con g con mi n. iu ny gii thch v sao, qua hng trm nm, ting ca nhn lng Hng Yn vn khng h mai mt. Th nht Kinh K, th nh Ph Hin, vi danh ting gn lin vi c sn nhn lng ca a phng, Hng Yn c c hi rt thun li xy dng v qung b thng hiu da trn danh ting sn c t truyn thng vn ha ca a phng. 2.3. nh gi chung v ngun lc xy dng thng hiu nhn lng Hng Yn Qua phn tch ton din v iu kin t nhin v kinh t x hi cho thy Hng Yn hin c rt nhiu iu kin thun li xy dng thnh cng v pht trin thng hiu nhn lng Hng Yn. iu kin thi tit, m, lng ma, iu kin th nhng ca Hng Yn rt thch hp cho s sinh trng v pht trin ca cy nhn. Lc lng lao ng di do vi kinh nghim trong thm canh cy nhn, c bit, cy nhn l cy trng gn vi truyn thng vn ha lu nm ca a phng, Hng Yn c nhng iu kin thun li m cc a phng khc khng th c trong vic pht trin sn phm nhn hng ha. iu ny c khng nh r qua cht lng nhn Hng Yn so vi nhn ca cc ni khc. Bng s 1: So snh cht lng ca nhn lng Hng Yn vi nhn trng cc a phng khc Tiu ch so snh Kch thc qu Kch thc ht Ci V Nhn lng Hng Yn Qu to Ht nh Dy, ro nc Ngt m, c mi thm Nhn Vnh Chu Qu va Ht to Ci mng, nhiu nc Ngt sc, khng thm Nhn rng Sn La Qu nh Ht to Ci mng Nht
Ngun: Hi p v nhn, vi, GS.TS Trn Th Tc, Nh xut bn Nng nghip nm 1999 Tuy nhin, bn cnh nhng iu kin thun li, tnh Hng Yn cng gp mt s kh khn nh ti nguyn t ang c tn dng trit , kh m rng din tch t trng m phng hng khai thc trong thi gian ti ch yu l tp trung nng cao hiu qu s dng t. Bn cnh
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, hot ng trng nhn din ra khng tp trung, ngay c nhng x c din tch trng nhn cy nhn nh Tin L, Khoi Chu, n Thi v th x Hng Yn, cc vn nhn cng nm ri rc nhiu h sn xut vi din tch mi vn nhn khng ln (trn di 1 hecta). iu ny gy kh khn trong vic pht trin vng sn xut nhn theo hng chuyn nghip. xy dng thnh cng thng hiu nhn lng Hng Yn cn phi c mt chin lc ng b vi s phi hp ng b ca c 6 nh: nh khoa hc, nh trng trt, nh phn phi, nh qung b, nh bng v c bit vi cc n v hnh chnh nh nc lin quan trong vic gy dng tn tui cho nng sn a phng. Trong , c vai tr c bit quan trng l lnh o tnh Hng Yn, cc S ban ngnh c lin quan nh S Khoa hc v Cng ngh v nht l ngi trng nhn Hng Yn- nhng ngi trc tip tham gia vo qu trnh sn xut hng ha- h phi thc cao v vic m bo cht lng cho hng ha ca mnh, dn dn to dng v nng cao uy tn ca thng hiu. 3. V tr ca mt hng nhn lng i vi kinh t, x hi ca tnh Hng Yn 3.1 Gi tr kinh t Cy nhn ni chung v nhn lng ni ring l cy n qu c gi tr kinh t cao. Hiu qu kinh t sn xut nhn lng ca tnh Hng Yn tnh bnh qun trong 3 nm 1998 2000 t t 51.054.850 168.178.700 /ha; gi tr tng t t 45.285.000 n 155.478.000/ ha. Nu so snh vi cc trng chim din tch ln trong vng v cng l nhng cy trng truyn thng nh la, th sn xut nhn mang li gi tr cao gp 9,29 n 18,84 ln ty thuc vo mt v hay hai v. Hoc so vi trng ng hai v hoc ng an xen th hiu qu kinh t ca sn xut nhn cng cao hn trong khi chi ph lao ng cho ng hai v gp 2,1 ln. Vic trng du nui tm c coi l ngun thu thng xuyn trong nm, song theo cc ch h th y cng ch l hng gip gii quyt lao ng nhn ri.[4] Sn lng nhn ca tnh trung bnh hng nm t 14-15 nghn tn, tr gi 150-180 t ng/nm, chim 12-13% gi tr sn xut nng nghip tnh Hng Yn. Bnh qun thu nhp ca mi h t cy nhn t 50-80 triu ng/ha/nm. C th thy, ngoi cy la, cy nhn mang li thu nhp chnh, gip nng dn Hng Yn lm giu. Nh cy nhn m kinh t nhiu h gia nh khm kh ln. Khi gi tr kinh t cy nhn ngy cng nng cao gip cc h sn xut xy nh cao tng. Nhiu gia nh sm c tivi, xe my, t lnh cng t cy nhn. Trong chuyn kho st ca nhm tc gi thc hin ti th x Hng Yn, chng ti c gp nhng h gia nh nh vy. Ai cng cn c mt ngh sinh sng v lm giu. Ti sinh ra, ln ln vng qu nhn. Ti yu ngh trng nhn v gi y ti giu ln t nhn - ng Trnh Xun Qu, 62 tui, thn L Chu, x Hng Nam (Tin L, Hng Yn) ni v mnh mt cch t tin nh vy. Nh vy, c th thy nhn lng c mt v tr c bit quan trng i vi kinh t ca Hng Yn. Cy nhn c hiu qu kinh t cao, gp phn gip n nh v nng cao i sng ca nhn dn v pht trin kinh t vng. 3.2 Gi tr x hi Cy nhn c gi tr x hi quan trng trong i sng ca ngi dn Hng Yn. Nh cy nhn, t l i ngho ca tnh gim t 37% nm 2003, tng ng di 400.000 ngi trong tng s 1 triu dn ca tnh, xung cn 13,2% nm 2005, thp nht trong khu vc ng bng sng Hng. Bn cnh , t l tht nghip trong tnh gim hn. Nm 2005, hn 2,2 vn lao ng c vic lm mi, trong t l lao ng lm vic trong cc vun nhn ra tng ng k. M hnh trng nhn kt hp vi nui ong, o ao, th c rt c hiu qu gip gia tng thu nhp. B
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mt nng thn Hng Yn chuyn mnh khi c s h tng pht trin: ng x c nng cp, nhiu thn c ng btng, h thng thu li c ci thin... Gi tr x hi ca nhn lng Hng Yn khng ch biu hin qua cc con s hu hnh m mt phn quan trng nm trong gi tr v hnh. Nhn lng l c sn ca Hng Yn, khng n thun l sn phm thng mi m cn cha ng nhng gi tr vn ha truyn thng, nim t ho ca ngi Hng Yn, mt im nhn gp phn lm nn bn sc ca Hng Yn khc bit vi cc a phng khc. III. S CN THIT CA VIC XY DNG THNG HIU NHN LNG HNG YN 1. i vi ngi sn xut v kinh doanh Thng hiu th hin s cam kt ca t chc v nhng c im ca sn phm. Cam kt m mt thng hiu a ra mang tnh nh tnh, tho mn nhng c mun v k vng ca khch hng v ch c khch hng l ngi cm nhn v nh gi n. Thng hiu cn cho php ngi sn xut bo v hp php nhng c im, hnh thc c ring c ca sn phm. Mt khi chin lc xy dng thng hiu nhn lng Hng Yn c trin khai, nhn hiu ny c bo h c quyn s hu tr tu, em li t cch hp php cho nhng ngi s hu thng hiu. Hin tng s dng nhn hiu nhn lng Hng Yn khng hp php s b coi l bt hp php v b ngn chn. Bn cnh , ngi sn xut v kinh doanh khi s hu thng hiu nhn lng Hng Yn s trnh c tnh trng b p gi khi b nh ng vi cc loi nhn t cc a phng khc. Thng hiu gp phn xy dng lng trung thnh ca khch hng i vi sn phm v nh sn xut. Vic nhn bit mt thng hiu ngy hm nay s vn tip tc nh hng ti nhn thc ca chng ta v nhng sn phm trong tng lai. Vic xy dng thng hiu nhn lng Hng Yn khng ch gip khch hng ghi nh v sn phm nhn lng Hng Yn m cn gn kt h vi sn phm. 2. i vi ngi tiu dng Vi ngi tiu dng, thng hiu xc nh ngun gc ca sn phm hoc nh sn xut ca mt sn phm. Thng hiu c ngha c bit vi khch hng khi khch hng tm ra thng hiu c th tho mn c nhu cu ca mnh. Thng hiu cng l mt cng c nhanh chng, l cch n gin ho i vi quyt nh mua sn phm ca khch hng. Ngoi ra, thng hiu c xem nh mt cng c biu tng khch hng t khng nh gi tr bn thn, mt cm gic sang trng v c tn vinh. Thng hiu gip ngi tiu dng rt ngn thi gian, gim thiu ri ro tm kim sn phm ph hp. Nhn hiu nhn lng Hng Yn cng vi nhng yu t thng hiu khc ca h thng nhn din thng hiu c thit k tt s gip ngi tiu dng nhanh chng nhn ra sn phm cn mua trong mun vn cc loi nhn khc. Thng hiu nhn lng Hng Yn khi khng nh c cht lng trn th trng s to cho ngi tiu dng tm l yn tm v cht lng sn phm. 3. i vi tnh Hng Yn v Vit Nam Xy dng thng hiu nhn lng Hng Yn ng vai tr quan trng trong vic pht trin v khng nh v tr ca cy nhn lng trong vic chuyn dch c cu cy trng ca tnh Hng Yn. Thng hiu nhn lng Hng Yn l mt ti sn v hnh qu gi, ha hn mang li nhng c hi ln v nhng trin vng trong tng lai nh nhng c hi u t, c hi xut khu
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Thng hiu khng ch to nhng li th mi cho Hng Yn m cn to iu kin cho tnh m rng th trng tiu th nhn. Thng hiu khi c chp nhn, n s mang li cho doanh nghip kh nng tip cn th trng mt cch d dng hn, su rng hn ngay c khi l mt chng loi hng ha mi. Thng hiu nhn lng Hng Yn to iu kin cho a sn phm nhn lng ra th trng nc ngoi. Vit Nam cng thm phn t ho khi c thm mt sn phm c th qung b ra nc ngoi. Khi nhiu sn phm ca Vit Nam c nhng thng hiu ni ting c khch hng cng nhn, uy tn ca nhng nh sn xut Vit Nam tng ln. y l iu kin cc nh sn xut, cc sn phm khc ca Vit Nam c c hi tham gia th trng th gii. IV. KINH NGHIM XY DNG THNG HIU MT S MT HNG NNG SN VIT NAM 1. Vi thiu Thanh H Vi thiu Thanh H l mt c sn ca Hi Dng. Trc khi c ng k bo h nhn hiu, vi thiu Thanh H tng b lm dng danh ting, b pha trn nhiu loi khc nhau, lm gim uy tn, mt dn th cnh tranh. Ti cc vng sn xut vi thiu ngoi huyn Thanh H c gi r hn vi thiu Thanh H, v th ngay th trng Thanh H, vi thiu Thanh H b pha trn kh ln (40%) [10]. C ba l gii cho hin trng ny: Th nht, do thiu qui hoch, qui m sn xut nh khin ging b thoi ha. Th hai, trn th trng vi thiu khng c cc knh phn phi ring tng vng. Th ba, cc ch bun lm dng danh ting vi thiu Thanh H, nhng li mun gim gi mua d cnh tranh. gii quyt vn ny, Trung tm nghin cu v pht trin h thng nng nghip (TTNC&PTHTNN) tnh Hi Dng a ra cc gii php tng hp, kt hp ng b sn xut, tip th v pht trin. Bn cnh , Hip hi sn xut v tiu th vi thiu Thanh H phi hp vi Chng trnh Vit - c pht trin doanh nghip nh v va v Trung tm nghin cu v pht trin h thng nng nghip - Vin khoa hc Nng nghip Vit Nam, S thng mi - du lch Hi Dng, Cng ty pht trin thng mi v xy dng thng hiu Mai Asia Limited Hongkong (Mai Asia) ra chin lc tng th xy dng thng hiu cho vi thiu Thanh H. ng k bo h tn thng mi chng hng gi mo ng thi to iu kin thun li tng cng qung b cho sn phm l bc i chin lc u tin. ngn chn sn phm gi mo thng hiu Thanh H, Hip hi ng k bo h ch quyn tn v lg Vi thiu Thanh H, p dng cc bin php php l chng hng gi mo, a nhn thc n cng chng, trang b cc tiu chun chng hng gi bo h thng hiu. Khi khng cn b ln vi nhng loi vi khc tri ni trn th trng, cng vi uy tn cht lng ca sn phm, vi thiu Thanh H duy tr gi +20%/ kg lun cao hn i th cnh tranh gn nht [10], k c v ma xu hoc tt. n nay, vi thiu Thanh H c mt s quy nh ring v cht lng, bao gm con du, bao b loi 2kg, nhn treo, tiu chun an ton (cho tng h sn xut, tng l hng, ngy thu hoch), nhn dn thng 30 kg, logo Hip hi... m bo v nng cao cht lng cho sn phm Vi thiu Thanh H c coi l nhim v then cht nhm gi uy tn cho thng hiu. TTNC&PTHTNN tnh Hi Dng gip cc nh sn xut thnh lp Hip hi nng dn chuyn nghip t chc sn xut, ch bin, nng cao cht lng v qun l cht lng vi thiu Thanh H. u tin l xy dng quy trnh k thut tp th hp l, kt hp kinh nghim truyn thng vi k thut truyn thng vi k thut canh tc mi nh cn i gia phn hu c- phn v c, gia cc loi phn NPK, dng bin php phng tr dch hi tng hp. Tip , o to nng lc ca ngi sn xut, trong bt buc
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cc h trng vi phi tun th quy trnh k thut. Hip hi c o to nng lc qun l sn xut, cht lng sn phm, nh gi cht lng tng vn vi. Pht trin h thng knh phn phi rng khp y mnh tiu th sn phm, khng nh v tr ca thng hiu Thanh H trn th trng. Hi tho nng cao chui gi tr cho Vi thiu Thanh H u nm 2006 hon thin cc gii php bng cch h tr ng dng cng ngh ch bin, h tr knh phn phi ring cho vi thiu Thanh H thng qua lin kt Hip hi vi cc nh phn phi ln nh tp on Ph Thi min Bc, tp on Bo Thanh Tp.HCM, Cng ty Ho An H Ni, xy dng cc knh phn phi trong v ngoi nc. Nh vy, hin nay Vi thiu thng hiu Thanh H c mt ti hn 200 siu th trn c nc. [10] 2. Caf Trung Nguyn C ph l mt loi mt hng nng sn rt ni ting ca Vit Nam, l mt trong 10 mt hng xut khu ch lc ca nc ta. Tuy nhin, c ph Vit Nam ch yu xut khu di dng nguyn liu v cha c thng hiu. Trung Nguyn l cng ty tin phong i u xy dng thng hiu caf ca Vit Nam. Ra i v hot ng cha y 10 nm, Cng ty C ph Trung Nguyn vi sn phm c ph thng hiu Trung Nguyn chinh phc c ng o ngi tiu dng trong nc v th gii. Gio s Tim Larimer Trng i hc Columbia (M) v Trung Nguyn nh mt Starbucks Vit Nam. Nhng Starbucks phi mt 15 nm mi chim lnh c th trng trong nc v vn ra th gii. Trung Nguyn, mt thng hiu ch mi 10 tui lm c iu k diu. t c thnh cng ny, kinh nghim xy dng thng hiu ca c ph Trung Nguyn c th tm tt trong 3 yu t l: hnh nh thng hiu c nh v r nt trong tm tr ngi tiu dng, cht lng sn phm ph hp vi th hiu khch hng v lun n nh; qung b, bo v thng hiu c thc hin mnh v ng b song song vi thit lp mng li phn phi rng ri. Hnh nh thng hiu Trung Nguyn c nh v r nt trong ngi tiu dng. Nhng yu t thng hiu c to dng chuyn nghip t logo n khu hiu to hiu qu trong vic chuyn ti tnh cch thng hiu n ngi tiu dng. Biu trng ca thng hiu, bin hiu, bao b sn phmc thit k hi ha v ng b vi nhau khin khch hng d dng nhn ra v phn bit nhn hiu Trung Nguyn vi cc sn phm c ph khc (Ph lc 4). Vi khu hiu Khi ngun sng to, Trung Nguyn khng nh bn sc ring ca sn phm ca mnh: ng lc sng to chnh l iu cui cng Trung Nguyn mun em n cho ngi tiu dng ng sau ly ca ph thm lng m bn sc Ty nguyn. Nhn hiu sn phm Trung Nguyn ngay t khi mi ra i c cng ty ng k bo h ti Cc S hu Tr tu Vit Nam. L mt sn phm xut khu cng ty cn cn ng k bo h nc ngoi. Tuy nhn hiu Trung Nguyn tng b i tc Hoa K chi xu nhng vi quyt tm khng mt thng hiu vo tay i th, lnh o cng ty kin tr theo ui v kin trong mt thi gian di nhm i li nhn hiu hng ha cho sn phm ca mnh. Cht lng sn phm ph hp vi th hiu ngi tiu dng l tin xy dng uy tn cho thng hiu Trung Nguyn. Mt sn phm tt trc tin phi tha mn ng th hiu ca ngi tiu dng. lm c iu ny, Trung Nguyn y mnh cng tc nghin cu th trng, tm ra nhng gu thng thc caf ca khch hng. Trung Nguyn khng mong mun p ng tt c mi i tng khch hng ch bng mt sn phm duy nht, cng ty cung cp nhiu loi sn phm khc nhau ph hp vi nhng i tng khch hng khc nhau. Song song vi vic tm hiu nhu cu ca ngi tiu dng, cng ty xc tin tm ngun nguyn liu caf Bun M Thut cht lng cao. Trung Nguyn ng k vi cc h nng dn thng xuyn cung cp c ph, thc hin chng trnh sn xut c ph m bo cc yu cu: truy nguyn ngun gc sn phm, an
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ton thc phm cng nh vn thn thin i vi mi trng. Giy chng nhn thc hin chng trnh ny cn to iu kin thun li cho Cng ty thm nhp vo cc th trng c ph truyn thng nh chu u. Qung b, bo v thng hiu c thc hin mnh v ng b song song vi thit lp mng li phn phi rng ri khin danh ting Trung Nguyn c mt sc lan ta rng khp. Trung Nguyn hot ng kinh doanh theo nguyn tc nhng quyn thng hiu, pht trin mt mng li kinh doanh ph khp 61 tnh thnh Vit Nam vi gn 300 i l chnh thc ch trong mt thi gian ngn t nm 1998 n nay. Da vo nhng n lc gn b v bn b ca mng li kinh doanh ny, Trung Nguyn pht trin c s n nh, lu di vi nim tin Tinh thn tp th lun vng mnh, Trung Nguyn t c v tr hng u trn th trng c ph Vit Nam. Bn cnh , sc mnh ca qung co v quan h cng chng Cng ty rt coi trng tm nh hng ca qung co v quan h cng chng i vi thng hiu. Qu hc bng Khi ngun sng to 3. Bi hc kinh nghim Qua phn tch cc yu t lm nn thnh cng ca mt s thng hiu ni ting, nhm tc gi rt ra c mt s bi hc kinh nghim nh sau: Nm bt r nhu cu ca th trng l vic lm then cht gip sn phm sn xut ra tha mn ng th hiu v yu cu ca ngi tiu dng. lm c vic ny, ngi nng dn, doanh nhn, nhng nh khoa hc, cc c quan chc nng lin quan trong ngnh nng sn cn phi nm c thng tin th trng mt cch nhanh chng v chnh xc gip cho h xy dng c mt tm nhn xa v nhng bin chuyn ca th trng ng thi gip xy dng nh hng ng di chun b to nn nhng sn phm c gi tr cao v hiu qu nht lm nn tng cho vic xy dng nhng thng hiu mnh cho sn phm nng sn. Cng tc bn hng cn phi c chun b chu o v hiu qu da trn nhng nm bt nhu cu ca th trng thng qua s h tr ca nhng doanh nhn trung gian am hiu cc nhu cu ca cc nh trng trt v nhu cu ca ngi tiu dng bc cu gia cung v cu mt cch hp l nht. Nhng sn phm tt nht cng khng th t to cho mnh vic xut hin n tay ca ngi tiu dng c. Quan nim hu x t nhin hng mt kha cnh no , khng cn ph hp vi nhu cu pht trin thng hiu hiu qu v nhanh chng trong hin trng cnh tranh khc lit ca hm nay. Phi lm cho khch hng bit n sn phm v tin tng vo cht lng sn phm thng qua xy dng mt thng hiu mnh cho sn phm v c nhng bin php cng c pht trin thng hiu . Cn thit phi c nhng chng trnh o to nhn thc v cng tc khuyn khch ngi nng dn hiu c s quan trng ca vic xy dng thng hiu mnh vi nhng sn phm c cht lng n nh v gi tr cng thm cao cng nh nhng chin lc phn phi v qung b hiu qu. Nhng sn phm nng sn cn phi c to ring cho n mt linh hn gn lin vi lch s v truyn thng vn ha ca a phng qua vic xy dng hnh nh tt p nht, thuyt phc nht n vi ngi tiu dng qua nhng thit k bao b hp dn li cun v nhng thng ip qung b thuyt phc, to mt gi tr tinh thn duy nht ch c trong nhng sn phm y. Xy dng thng hiu cho nng sn cn phi l mt chin lc phi hp ng b ca tt c cc khu t vic chn la ging cy trng, trng trt v chm bn, thu hoch v bo qun sau thu hoch. c mt trn th trng cn xy dng c mt h thng phn phi rng ri n tay ngi tiu dng mc tiu vi nhng sn phm c chn la k cng v c ng gi bao b hp dn ngi mua.
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Kinh nghim ca nhng doanh nghip c thng hiu nng sn thnh cng cho thy h l nhng ngi dm u t ton din cho mt chin lc pht trin lu di vi s kt hp cht ch vi 6 nh nhng nh khoa hc, nh trng trt, nh phn phi, nh qung b, nh bng v c bit vi cc n v hnh chnh nh nc lin quan trong vic gy dng tn tui cho nng sn ca a phng hoc khu vc . Tm li, xy dng thng hiu cho nhn lng Hng Yn l mt vic lm ht sc cn thit. Thng hiu nhn lng Hng Yn s em li li ch thit thc khng ch cho ngi dn a phng m cn cho ngi tiu dng trong c nc, gp phn y mnh qu trnh pht trin kinh t x hi ca tnh Hng Yn. Liu iu kin thc t a phng c cho php y mnh trng cy nhn? Xy dng thng hiu cho nhn lng Hng Yn l c mt tin trnh lu di, Chnh quyn a phng bc u thc hin c nhng g trong l trnh y? Chng II ca ti s lm r vn ny.
CHNG II THC TRNG PHT TRIN SN XUT, KINH DOANH V XY DNG THNG HIU I. THC TRNG SN XUT 1. Din tch trng Din tch trng nhn ca tnh Hng Yn khng ngng c tng ln qua tng nm do s chuyn i din tch t trng la sang trng cy n qu lu nm (ch yu l nhn) Hin ti, tnh Hng Yn c 7.500 ha nhn vi gn 80 vn cy, trong gn 70 vn cy cho thu hoch trong tng s hn 60.000 ha canh tc [13.4]. Trong c hn 3.000 ha trng tp trung, hn 4.000 ha cho thu hoch. Din tch trng nhn tp trung ch yu cc huyn Tin L, Khoi Chu, n Thi, th x Hng Yn. Hin nay, cc ging nhn c ngi dn Hng Yn trng ch yu gm hai nhm: Nhm 1, ging nhn ci chim khong 80% din tch, trong ging nhn lng chim 2030%, nhn ng phn 10-15%; nhm 2, ging nhn nc chim khong 20% din tch; trong , ging nhn thc, nhn tr chim 5% din tch.[13.2] Theo quy hoch pht trin cy n qu lu nm tnh Hng Yn chn cy nhn (cy c sn truyn thng) s l cy ch lc chim khong 60% din tch qu tp trung. [1] V th nng cao gi tr kinh t cho nhn bng vic xy dng
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thng hiu s gp phn lm cho cy nhn pht trin ng vi tim nng, v quy hoch m Tnh Hng Yn ra. (Ph lc 7: Mt s ch tiu qui hoch pht trin sn xut nhn ca tnh Hng Yn). 2. Nng sut Vi nhng iu kin thun li v th nhng, t ai, kh hu cng nh con ngi nn cy nhn lng Hng Yn cho nng sut rt cao. Nhng cy tui t 5-10 tui cho sn lng trung bnh 50-100 kg/cy. Nhng cy c tui cao hn 15 nm cho sn lng t 150-200 kg/cy. Theo kho st ca nhm nghin cu, cho ti thi im hin ti th khong 87,5% cy nhn cho thu hoch (t 5 tui tr ln) trong tng s cc cy nhn ca tnh.Cy nhn c tui th cng cao th nng sut cng cao v n nh (Bng s 5). Nhng cy nhn chnh v cho nng sut cao hn nhng cy nhn chn sm. Nh vy, nng sut ca cy nhn ngy cng cao( t l thun vi tui th ca cy) s to iu kin thun li cho vic xy dng thng hiu cho nhn lng Hng Yn. 3. Sn lng Do din tch t trng nhn khng ngng m rng v tui ca cc vn nhn ngy cng cao nn sn lng ca nhn lng Hng Yn ngy cng tng. Sn lng nhn trung bnh hng nm t 14-15 nghn tn. Nhng nm c ma (1999, 2004) sn lng nhn ln n hn 20 nghn tn tng gn 70% so vi nm 1997. Nm 2004, thu hoch khong 20-22 nghn tn[12]. Nm 2005, sn lng nhn ca tnh t khong 15 nghn tn, gim gn 10 nghn tn so v trc, do thi tit khng thun li. Nm nay, do nh hng ca ma axt nn nhiu vn nhn qu u rt t, v th d on sn lng nhn nm nay cng khng cao hn nm 2005. Nh vy, sn lng nhn thu hoch khng u gia cc nm, chnh v th mun xy dng thng hiu nhn lng Hng Yn cn m bo iu tit sn lng nhn n nh hn. Bng s 2: Din tch v sn lng nhn ca Hng Yn qua cc nm 1997-2005 Nm 1997 1998 1999 2000 2001 2002 2003 2004 2005 Din tch (trng 1367 1410 1470 1502 1615 2384 2304 2480 2568 tp trung) (ha) Sn lng (tn) 13000 7000 20000 12000 8000 17500 11000 22000 15000 Ngun: Phn tch ngnh hng nhn tnh Hng Yn, S NN v PTNT tnh Hng Yn Hnh s 1: C cu sn lng nhn theo ging
25% 40%
Nhn ci Nhn Hng Chi Nhn ng phn Nhn nc, nhn thc
5%
30%
Ngun: Phn tch ngnh hng nhn tnh Hng Yn, S NN v PTNT tnh Hng Yn 4. Chi ph sn xut Chi ph sn xut chim khong t 15% trong tng gi tr thu hoch. Tuy nhin chi ph sn
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xut cn ph thuc vo rt nhiu yu t nh tui ca cy, hin trng vn nhn, thi im chm sc v mc u t. Nu so snh theo cc h th chi ph u t sn xut ca nhm h giu bao gi cng cao hn nhm h kh v h trung bnh.(Bng Ph lc) Bng s 3: Chi ph sn xut nhn ti hai x Hng Nam v Qung Chu tnh Hng Yn Chi ph sn xut/1 ha Chi ph bng tin Chi ph lao ng n v tnh 1000 Cng X Hng Nam 13.818,92 367,14 X Qung Chu 6.488,89 237,86
Ngun: Vin nghin cu rau qu, B Nng Nghip v Pht trin nng thn 5. Thu hoch 5.1. Thi gian thu hoch Ma nhn Hng Yn ko di hn mt thng t gia thng 7 n ht thng 8. C bit c ging nhn chn mun thi gian thu hoch sang u thng 9. Thi gian chn r vo 2 tun u thng 8. Thng thng, khi nhn chn c 70-80% ngi dn bt u thu hi v bn. m bo cht lng v hnh thc ca qu nhn sau thu hoch, khch n vn mua bao nhiu th ngi trng nhn mi ct n . Thi gian thu hoch ngn nn n ma nhn, cn phi tng cng qung b v y mnh tiu th cho sn phm mang thng hiu nhn lng Hng Yn trnh tnh trng ng sn phm. (Ph lc 8: Mt s hnh nh thu hoch v ch bin nhn). 5.2. Khu huy ng v thu mua nhn Hu ht nhng vn nhn Hng Yn n ma u c li bun v mua em i tiu th. Nhng vn nhn ngon v ni ting (nhn Hng Chi v ng phn) nh nh ng Nguyn Vn Minh, Trnh Vn Bn, Bi Xun Tm x Hng Nam, th x Hng Yn v mt vi vn nhn khc trong Hip Hi nhn lng tnh Hng Yn u c bn thng qua cc hp ng tiu th phc v cc nh hng, khch sn, cc c quan, on th chnh quyn...hay tiu th trc tip n ngi tiu dng a phng. Cc h c nhn cht lng kh n ma thng li n mua tiu th ti Hng Yn v cc tnh, thnh ph ln cn. Mt vi h ch ng tin hnh thu hoch sau mang n cc u mi thu mua (cc i l do thnh vin hip hi nhn lng lp ra) hoc em ra ch bn. My nm gn y, ngi sn xut ch ng hn trong vic iu tit th trng. Cc a phng trong huyn m rng, nng cp cc ch u mi, to mi iu kin thun li cho t thng n a bn thu mua nhn. n ma nhn, vng nhn lng thuc huyn Tin L v TX Hng Yn ht sc si ng. Ti hu ht cc im mua nhn, ngi mua ng gp 3,4 ln so vi ngi bn. y qu l mt tn hiu ng mng. Tuy nhin c th thy, khu huy ng v thu mua nhn vn cn bt cp khi mnh ai ngi ny lm, v cn din ra ht sc manh mn. Chnh v th Tnh cn c quy hoch c th trong phng thc thu mua nhn lng trnh hin tng cc li bun thao tng th trng nhn lng. 5.3. Vn phn loi sn phm trong thu hoch Hnh s 2: C cu sn phm t cy nhn lng Hng Yn
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9%
1.00%
Nhn ti Long nhn Cc mt hng khc

89%
Ngun: Kt qu kho st thc t ti tnh Hng Yn ca nhm tc gi trong thng 07/2006 Hin nay, nhn lng Hng Yn c a ra th trng di hai dng sn phm chnh l nhn ti (hng hoa) chim 89% sn lng v long nhn chim 10% tng sn lng. Cc sn phm khc nh nhn ti ng hp ch chim cha ti 1% tng sn lng nhn ca tnh. V nhn lng c cht lng v bn c gi nn phn ln cc h u bn ti ch nhng qu nh th mi cho vo ch bin; tuy nhin vic ch bin v bo qun nhn vn cha c quan tm ng mc. 5.3.1. Nhn ti (hng hoa) V chim ti 89% tng sn lng nhn thu hoch ca tnh nn c mi ma nhn v, mt hng ny li nhn nhp k bn, ngi mua. Tuy nhin, cch tin hnh phn loi nhn hin ti vn ch yu ph thuc vo ging cy, tui v cm tnh ca ngi thu mua nhn. Nhng h trng nhn lu nm cho bit, hin nay cc ging nhn lng u cho qu rt ng u v cht lng n nh, mu m p. V th nhng cy lu nm tui th cho cht lng qu ngon nht. Nhng qu sng m, to, u, khng b su, nt th c em lm hng hoa. Nhng qu ny thng c tr gi cao. Hu ht khi b nhn, nhng qu nh s c ring bn hoc lm long nhn. Theo thng k s b phn loi cht lng nhn trn nhng cy nhn lng th 75% sn lng nhn l loi tt (loi 1) vi t l 60-80 qu/ kg, ring ging nhn ng phn th 100 qu/ kg. Trong s cn li th 15% l nt v v 10% l qu nh (nhn loi 2). T l ny c biu din qua hnh sau: Hnh s 3: T l qu nhn trung bnh theo bc phm cp trn mi cy 10% 15%
Nhn loi 1 Nhn loi 2 Nhn nt, v

75%
Ngun: Kt qu kho st thc t ti tnh Hng Yn ca nhm tc gi thng 07/2006 Gii thch cho iu ny, ng L Xun Tin, ch vn nhn ln c nhiu kinh nghim trng nhn lu nm cho rng: Khi nhn chun b vo nc mt th gp phi thi tit nng nng ko di lm qu nhn qut li, khng to ra c. Lc nhn vo nc mt nc hai li gp ma to lm cho ci nhn chn nhanh hn (nhiu nc hn), trong khi v khng kp ln nn xy ra hin tng nt v hng lot. Theo c tnh c khong 15-20% nhn b nt, nhiu cy nhn nt chim n 30-40%. Thm vo cng do hin tng thi tit trn lm cho nm nhn b mc,
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lng nhn rng cng kh nhiu. 5.3.2. Long nhn V nhn lng Hng Yn c mu m qu p, bn hng hoa c gi cao nn ch c 10% sn lng ca tnh dng lm long nhn, s cn li cc ch ch bin long nhn phi nhp nhn rng t cc tnh khc min Bc nh Sn La, H Ty, Ho Bnh, Ph Th... Nhm tc gi c mt ti ch Du, ch u mi v nhn ti x Qung Chu, th x Hng Yn t rt sm, t nm gi sng khng kh ti ch si ng. Nhng chic xe my, xe -t ti t Thi Bnh, H Nam, Nam nh, H Ty, Ha Bnh, Sn La... ni nhau ko v ch. Nhng ng ch ch bin long nhn ch sn mua hng. Anh Tin, ch c s ch bin long nhn c ting ti Hng Yn cho chng ti bit: "Mi ngy ch Du tiu th hng chc tn nhn, nhiu nht vn l nhn Sng M (Sn La) hay cn gi l "nhn rng". Gi nhn Sng M r nhiu so nhn Hng Yn. Nm trc, gia nh ti ch bin c nm tn long nhn, tng ng hn 50 tn nhn ti. 5.3.3. Sn phm nhn ti ng hp Vi nhn ti c ng hp sau khi bc v. V vy hnh thc bn ngoi ca v qu khng quan trng bng cht lng bn trong. Vi nhn ng hp, yu cu phi c cht lng bn trong: ci phi dy, trng trong v qu phi u. 5.4. Vn bo qun v ch bin sau thu hoch Bo qun sn phm ti: Nhn l mt trong nhng loi qu kh bo qun. iu kin ca nc ta vo thi v nhn (thng 7- thng 8) nhn ch c th bo qun c trong thi gian khng qu 5 ngy nu khng p dng cc phng php bo qun b sung. C 3 phng php bo qun c th p dng vi nhn l: bo qun lnh, Bo qun trong mi trng kh quyn ci bin, Bo qun bng phng php x l ho cht. Tuy nhin cc phng php bo qun nhn hin nay u c gi thnh cn cao nn hin ti cc h trng v kinh doanh nhn vn cha s dng rng ri. Do vn ko di thi gian bo qun ca nhn vn l ni lo ca ngi dn khi m sn lng qu nhiu trong mt thi gian thu hoch ngn. Vn bo qun cng cn c nhng ngi trng nhn lu tm khi mun pht trin thng hiu nhn lng Hng Yn ra th trng v iu kin bo qun s nh hng khng nh n cht lng ca qu nhn tiu th. Ch bin sn phm sy: C tnh Hng Yn hin c 2.006 l sy nhn th cng, vi lng tiu th mi l bnh qun 300 kg nhn ti/ngy [12]. Nh vy, nu cng hot ng, s l sy ny c th a ra th trng hn su tn long nhn/ngy (10 kg nhn ti sy c mt kg long nhn). Cng ring Hng Yn, mi nm ngi ta lm ra khong 600 tn long nhn. x Phng Chiu, Tn Hng (Tin L), Hng Nam (TX Hng Yn) c nhng thn c n 70-80% s h dn lm long nhn. Tuy vy trong sn xut long nhn vic u t khoa hc k thut cht lng long nhn ng u hn vn cn hn ch. Ch yu sn xut th cng nn vn v sinh an ton thc phm vn cha c m bo. Nhng h mnh dn u t l sy cng nghip khng nhiu v chi ph b ra ln (15-20 triu/l). Do cn c s h tr v vn nng cao nng sut v cht lng nhn sy. (Theo kt qu kho st ca nhm thc hin trong thng 7 nm 2006) Vic x l nguyn liu trc khi sy v xc nh nhit v thi gian sy thch hp s nh hng nhiu n hnh dng, mu sc v cht lng ca long nhn. Ngay c vic ra ci nhn cng c th lm nh hng n cht lng ca long nhn. Nhiu ngi sn xut khng nm c iu ny nn long nhn thng b mt v ngt, hoc qu nhn b bp, mo, trng rt thiu thm m. (Tham kho thm ph lc). V vy, S Khoa hc v Cng ngh cn ph bin k thut v quy trnh sy tiu chun n ngi sn xut nng cao cht lng v hnh thc ca long nhn trong qu trnh xy dng tiu chun cho cc sn phm mang thng hiu nhn lng Hng Yn.
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5.5. Vn ng gi sn phm 5.5.1. i vi nhn ti Khu ng gi ch yu thuc v nhng li bun n mua hng. H thng t mang nhng bao b ca mnh n ng sn phm. ng gi bng thng g: y l loi bao b ph bin do cc li bun mang xe v cung cp. Nhng thng g ny rt thun tin cho vic mang vc v d ch to nn c s dng nhiu. Thng th nhn c cht vo bao ti, cn ln ri ra thng g vc ln. Mt thng c th ng c t 20-30 kg nhn ti (tu vo kch thc nhn). Tuy nhin, y ch l bao b bn ngoi ch c tc dng cht xp khng th bo v qu nhn trong qu trnh vn chuyn khi va p, nt v v bo qun. Bn cnh , thng g ny cng khng c k hiu nn khng th xc nh cc thng tin v sn phm cng nh xut x ca sn phm. Do hin ti bao b ny khng c tc dng trong vic qung b thng hiu nhn lng Hng Yn. ng gi bng thng carton: Hin ti thng cc- tng thng c s dng khi phn phi sn phm n cc i l hoa qu cc ch ln. Mt thng cc-tng ng c khong 20 kg nhn v c th d dng in v ng du ln bao b. Hin ti, cc thng cc-tng ny cha h c in nhn hiu ring, cha c thng hiu r rng m ch c dng vi chc nng bo v v mang vc. V th khi bn cc sn phm, Hip hi nhn lng Hng Yn cn phi hp vi cc h sn xut c th cung cp bao b in sn logo, nhn hiu " Nhn lng Hng Yn" cho ngi mua nhn thun tin cho vic qung b thng hiu ca mnh. 5.5.2. i vi long nhn Vic ng gi bao b i vi long nhn thng c cc c s sn xut ca tnh tin hnh theo kiu "mnh ai ngi y lm". Long nhn thng c ng vo cc ti nilng (ti cht do PE, PP hoc PVC) theo trng lng (kg hoc 0,5 kg) hoc vo cc hp nilng cng. Nhiu c s sn xut ch ng bao m khng in hay km theo cc thng tin v sn phm trn bao b, nn khi bn ra th trng ngi tiu dng khng th bit c sn phm c xut x t u. Do mun pht trin sn phm long nhn mang "thng hiu nhn lng Hng Yn" th cn phi phi hp vi cc c s sn xut trong vic thng nht tn nhn hiu v ng b bao b ng gi sn phm. Tt c cc bao b s dng cho vic bao gi sn phm cn c gi sch s, m bo v sinh, an ton thc phm v ng tiu chun dng cho sn phm thc phm 6. Vn v sinh an ton thc phm v mi trng i vi nhn ti: Cc h sn xut Hng Yn u cam oan rng vn vi phm v sinh an ton thc phm khng phi khu sn xut m khu tiu th. Vn v sinh an ton thc phm thng pht sinh khu bo qun, thuc v nhng li bun thu mua. Vic x l bng ho cht khng ng cch l tng d lng ho cht c hi v c th lm nh hng n an ton sc kho con ngi. Chnh iu ny c th nh hng n uy tn ca nhn lng Hng Yn ni ting by lu nay. C quan c thm quyn trong tnh cn h tr v gim st vic bo qun nhn sau khi thu hoch trnh nh hng n cht lng nhn lng Hng Yn. i vi sn phm sy: y l vn nhc nhi nht ca cc l sy th cng trn a bn tnh Hng Yn. Tnh trng chung ca cc l sy ny l khng t tiu chun v v sinh an ton thc phm. Hu ht cc l sy u rt bi v bn, sy xong khng c ra sch s. Chng ti n thm quan mt l sy nhn khi n cha i vo hot ng, mng nhn bm y cc khay sy v trng rt lem luc. c bit v nhn c bc ci v trong qu trnh sy sn phm khng c che y kn nn bi than v sn bn s nh hng trc tip n sn phm. xy dng c thng hiu nhn lng Hng Yn trong c long nhn th vn
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v sinh an ton thc phm trong khu ch bin cn phi c t ln hng u. y cng chnh l vn m Tnh Hng Yn, cc s v Hip hi nhn lng ang tp trung gii quyt. "Cn phi c mt quy trnh trng nhn sch v sn xut nhn sch" nng cao gi tr ca cc sn phm nhn v lng tin ca ngi tiu dng i vi cc sn phm mang thng hiu nhn lng Hng Yn. Qua kho st, nhm nghin cu nhn thy nhng nguyn nhn ch quan ln khch quan ca tnh trng ny : Th nht, ngi dn cha c vn u t l sy cng nghip. Mt l sy tr gi 15-20 triu ng l c mt vn i vi ngi sn xut trong khi h ch s dng trong hn 1 thng ca mt nm. Th hai, ngi sn xut vn cha nm r c quy trnh sy nhn hiu qu. Nhiu h thy sn xut long nhn "c li" l x i xy l th cng d cha c kinh nghim g. Chnh vic sn xut x b khng c nh hng dn ti cht lng khng cao ca long nhn. Th ba, tnh cha c quy hoch v h tr nhiu cho cc h sn xut. Tnh trng sn xut trn lan s cn tr cho vic nng cao cht lng v v sinh an ton thc phm ca cc sn phm v cng s gy kh khn cho vic xy dng thng hiu nhn lng Hng Yn sp ti. Cc sn phm ch bin khc t nhn: Nhng sn phm ny chim t trng qu nh trong tng sn lng nn gn nh khng ng k. Do ngun cung v nhn lng cn t v v nhn ch ko di 1 thng nn nguyn liu ch bin cng khng . Hu ht cc sn phm ng hp cng ch c lm th cng ti h gia nh ri ng l v nhn mc ti nh my, hoc xng ch bin. V th, cht lng ca cc sn phm ny vn cha tiu chun xut sang nc ngoi. y cng l iu d hiu khi m th trng cha n nh v doanh thu ca cc c s sn xut rt thp. Cc nh my ny u vng phi mt vn l thiu vn, thiu th trng tiu th chnh v th m khng c quy trnh sn xut khp kn v hin i do cht lng sn phm khng m bo, cui cng cng khng tiu th c. Do , tnh Hng Yn cn c gii php trong vic pht trin cc ch phm t nhn trong l trnh xy dng thng hiu nhn lng. Tm li, qua kho st thc t v phn tch trn, chng ta c th thy cc loi bao b ang c s dng cho nhn lng Hng Yn u l bao b vn chuyn ch cha phi l bao b thng mi. Chc nng ch yu ca nhng bao b ny l m bo cho sn phm khng b ri vi trong qu trnh vn chuyn m thi ch cha pht huy cc tc dng khc ca bao b nh qung co, chng minh xut x v thng hiu. Nhiu loi nhn t cc tnh khc vn c c rao bn vi xut x nhn lng Hng Yn nhng iu ny ngi tiu dng cng khng th kim chng ni v n gin nhn lng Hng Yn cha c g t gii thiu c tr ci v ca mnh vi vai tr l mt loi bao b t nhin. y l mt vn cn phi c khc phc trong vic xy dng thng hiu nhn lng Hng Yn. Ngay t by gi Hip hi nhn lng Hng Yn cn phi sn xut, ng k v quy chun nhng loi bao b c kh nng khng nh xut x, thng hiu ca nhn lng Hng Yn trnh cho ngi tiu dng phi tiu th hng gi mo v trnh thng hiu nhn lng Hng Yn b s dng mt cch trn lan, ba bi. II. THC TRNG KINH DOANH NI A V XUT KHU 1. Kinh doanh ni a 1.1. Knh tiu th ni a - Knh tiu th 1: Knh tiu th sn phm nhn n ti. Ti knh ny c 2 lung tiu th sn phm: (1): Tiu th trc tip t h sn xut n ngi tiu dng chim 30% tng sn lng nhn hng nm v hu ht l nhn ngon, nhn loi 1(Nhn lng, nhn Hng Chi...). Vic mua bn
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din ra ti nh ngi trng nhn. Ngi tiu dng l ngi dn a phng hay ngi mua t cc thnh ph ln (H Ni, Hi Phng, Qung Ninh). H l nhng khch quen, bit ting tm v cht lng nhn ca nh vn. Do , knh ny l knh tiu th n inh v d qung b thng hiu nhn lng Hng Yn nht v c s tin tng v trung thnh ca khch hng. (2): Tiu th qua thng li v cc h thu gom chim 30% tng sn lng nhn hng nm. Sn phm tiu th qua knh ny ch yu l nhn loi 2 c cht lng kh, i tng tiu th l khch qua ng, ngi dn trong tnh v cc tnh ln cn (Nhn bn trn quc l 5). Sn phm thng c bn ti cc ch ln cc tnh. - Knh tiu th 2: Knh tiu th nhn ch bin: chim 40% tng sn lng nhn hng nm. Sn phm cho knh ny ch yu l ging nhn ci, nhn thc, nhn nc hay nhn loi (nhn loi ngon loi ra) ch bin long nhn. Sn phm c tiu th bi thng li v cc h thu gom vi khi lng ln. (Ph lc 6: S cc knh tiu th nhn tnh Hng Yn) Theo kho st, hin ti vic a nhn vo tiu th ti cc siu th rt kh v sn phm khng c c s ng u theo yu cu, nu t th sn lng li khng ln v quan trng hn vic phn loi v chng minh cc loi nhn cha c thc hin. 1.2. Th trng tiu th ni a Vi nhn n ti, th c tiu th trong thi im t 35 n 50 ngy ca v thu hoch nhn. Thng qua cc knh tiu th trn th lng nhn tiu dng ti a phng ch chim mt lng nh cn phn ln th tiu th ti cc tnh v thnh ph ln trong khu vc. Khong 40% sn lng nhn qu ca tnh Hng Yn c s dng ch bin long nhn. Do sn lng nhn lng sn xut ra ch chim 20%-30% tng sn lng nhn ca tnh Hng Yn nn hin ti nhn lng vn cha p ng nhu cu trong nc. Sn phm mi c tiu th cc tnh thnh ph ln cn nh H Ni, Hi Phng, Nam nh, Hi Dng, H Ty, Thi Bnh... V th tng sn lng nhn lng mi ngi dn khp cc tnh trong c nc c thng thc hng c cht lng cao l vic lm cn thit qung b thng hiu nhn lng Hng Yn. i vi long nhn, s lng tiu th trong nc rt hn ch. 2. Kinh doanh xut khu i vi nhn ti, mt hng nhn ti hu nh cha c xut khu ra nc ngoi phn ln l do cha c bin php bo qun thch hp. Gim c Trung tm xc tin thng mi v du lch Hng Yn Nguyn nh Hip cho bit: T nm 2002, trung tm xut khu khong 5 tn nhn qu ti sang CHLB c v nm 2003, tip tc xut khu thm 10 tn na. Trung tm cng cho hng n 10 nc thuc khi ASEAN v c Nam Phi, nhng th trng tiu th ch yu vn l Trung Quc do v tr a l gn vi nc ta. Mt kh khn na l khi xut khu nhn ca ta vn cha c thng hiu v tiu chun cht lng nn rt kh c th xut khu nhiu sang cc nc khc. i vi long nhn, long nhn ca tnh vn ch c xut khu tiu ngch sang Trung Quc, ngoi ra cng c xut sang Hn Quc nhng s lng rt hn ch . C th thy th trng tiu th mt hng ny vn cha a dng v chnh v th ri ro rt ln nu thng nhn Trung Quc p gi hoc ngng nhp long nhn ca ta. Chnh v vy, nhng ch l sy Hng Yn rt mong c doanh nghip ngoi thng ng ra tm th trng tiu th cho cy nhn. a dng ho th trng chnh l gii php an ton v th trng cho mt hng long nhn trong qu trnh xy dng thng hiu nhn lng Hng Yn. Do , cn phi c cng tc xc tin th trng hiu qu ca cc s, ban ngnh tnh Hng Yn c bit l S Thng Mi v Du lch.
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Nm Nhn ti Nhn kh
Bng s 4: Sn lng nhn xut khu ca Hng Yn (1997-2003) n v tnh: tn 1997 1998 1999 2000 2001 2002 2003 103 17 109 81 6 6 10 17.9 12 105 146 100 Ngun: Bo co ban u tnh Hng Yn thng 10/2005
Hnh s 4:C cu th trng tiu th ca nhn ti v long nhn

C cu th trng long nhn
10% 5% 25%
Trong nc Trung Quc Hn Quc Cc nc khc
73%
C cu th trng nhn ti
Trong nc 5% 2% 20% Trung Quc c Asean v Nam Phi
60%
Ngun: Phn tch ngnh hng nhn tnh Hng Yn, S NN v PTNT tnh Hng Yn 3. Thc trng gi c trn th trng Nhng nm gn y, gi c khng cn l mt ni lo ca nhng ngi trng nhn khi gi nhn c xu hng ngy cng tng. Khong t nm 2001- 2003 th gi nhn ti trung bnh l 10.000 ng/ kg. Nm 2004, gi nhn ch khong 13.000 ng/ kg th nm 2005 gi tng ln 16.000 -17.000 ng/kg cn nm nay d on gi c th ln ti t 22.000 n 30.000 ng/kg. Nhng vn cn ni bc xc khi phn ln li nhun li ri vo nhng ngi kinh doanh mt hng ny ch khng phi ngi sn xut trong khi h li l nhng ngi vt v "mt nng hai sng" lm ra sn phm. Chnh v th xy dng thng hiu nhn lng Hng Yn cho chnh nhng ngi sn xut l vic lm thit thc nhm bnh n gi c trn th trng, trc tip lm giu cho nhng ngi trng nhn bng cch nng cao gi tr kinh t cho sn phm m h lm ra. Hnh s 5: Gi nhn lng t nm 1997 n 2006 ( 2006 d on)
Nghn 15 ng
25 20 13 10 6 1997 2001 2003 Nm 2004 2005 2006 Gi nhn 15 17 10 5 0 20
3.1. i vi nhn ti i vi nhn ti khi xt n gi thnh c th chia lm ba loi vi ba loi nhn : nhn "hng hoa c bit" (chng loi nhn ngon gm ng phn v Hng Chi) gi thng dao ng t 16.000 n 20.000 ng/ kg; nhn cht lng kh (nhn cht lng va phi) gi thng t 9.000 n 12.000 ng/kg. Nhn cht lng thp hn (nhn ci, nhn nc, nhn thc) dng ch bin lm long nhn, gi bnh qun t 4.000 n 6.000 ng/kg. Tuy nhin, gi nhn li thay i i vi tng thi im trong ma v. Theo kho st ca nhm chng ti khi xung cc vn
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nhn Hng Yn th 1 thng trc khi v nhn bt u th cng c h bn nhn chn sm. Gi nhn u v bao gi cng cao thng t 45.000 ng n 50.000 ng/kg. Gi nhn chnh v thng t 17.000 - 22.000 ng/ kg. Cn gi nhn cui v thng t 20.000 - 25.000 ng/ kg. Gi cng cn ph thuc vo nhiu yu t khc nh sn lng nhn hng nm thu c. Nu nh nm ngoi, gi nhn chnh v l t 17.000 n 20.000 ng/ kg th nm nay do mt s x b mt ma ( chu nh hng bi ma axt) th d on gi nhn nm nay s tng ln t 22.000 n 30.000 ng/ kg. 3.2. i vi nhn sy Nhn sy th c hai loi: nhn sy c v v long nhn (bc xoy nhn ly ci ri sy). Nhn sy c v thng c gi t 15.000 ng n 20.000 ng/kg. i vi gi nhn lm long th cng khng dao ng nhiu. Do cy nhn Hng Yn c cht lng cao, sn lng n nh nn hu ht cc h u bn ti. Ch c 10% sn lng trong s nhn thu hoch c bn lm long. Nhn lm long Hng Yn ch yu l nhn rng, nhn c chuyn v t cc tnh khc nh Sn La, Tuyn Quang, Thanh Ho...Gi nhn ti lm long thng t 3.000 - 5.000 ng/ kg. Sau khi sy ra long th c n 80% "n chc" gi long s t n 50 ngn ng, 60% t trn 60 ngn /kg. V vy nn c dn trng nhn v nhn dn vng nhn cng x vo sy. [13.6]Gi thnh phm li lin tc bin ng, v d nh v nhn nm 2004, u v gi bn long nhn ti ng ng l 30 nhn dn t/kg (tng ng 70 nghn ng/kg) th hai tun sau gi h xung ch cn 26 nhn dn t/kg. 4. Mt s nhn xt T thc trng c cu th trng ca nhn lng Hng Yn ta c th thy s ngho nn v th trng tiu th cng nh s mt cn i trong bn thn cc th trng ny. Nhn lng Hng Yn ch c hai th trng tiu th chnh l th trng trong nc v th trng Trung Quc. Hin ti, gi c th trng trong nc vn c th iu tit c khi m lng ngi mua vn ng hn ngi bn v cht lng ca nhn lng Hng Yn hn hn cc loi nhn cc tnh khc. Tuy nhin, ng lo ngi nht khi gi c v lng long nhn tiu th li ph thuc phn ln vo th trng chnh l Trung Quc. Cc con bun Trung Quc thng xuyn s dng cc mnh kho p gi, c bit l gi long nhn ln cc ch hng Vit Nam lm cho gi long nhn lun c xu hng gim. Mt phn ca hin tng "b nhiu trng vo mt gi" l do nhn lng Hng Yn vn cha c thng hiu nn hu ht phi xut khu qua ng tiu ngch qua Trung Quc. Cc doanh nhn Trung Quc sau li ng gi v s dng nhn hiu ca h xut sang cc nc khc trong c c Vit Nam. Chnh v iu ny m nhng ngi sn xut Hng Yn rt bc xc mong mun thng hiu "nhn lng Hng Yn" nhanh chng c xy dng h c th trc tip xut khu sn phm sang cc nc khc ch khng phi thng qua cc trung gian Trung Quc. III. THC TRNG XY DNG THNG HIU CHO NHN LNG HNG YN 1. Nhn thc v xy dng thng hiu ca Chnh quyn a phng Theo quan im ca Chnh quyn tnh Hng Yn v S Khoa hc v Cng ngh tnh Hng Yn, lm nn thng hiu cho nhn lng tnh Hng Yn cn hi t 3 yu t: cht lng sn phm cao, quy trnh k thut thm canh tin tin v tuyn truyn qung b rng ri. Mun thng hiu bn vng th phi da trn 3 nn tng vng chc , cc hot ng xy dng thng hiu c trin khai gn lin vi quan im ny. Nhim v xy dng thng hiu nhn lng Hng Yn khng phi l nhim v ca ring mt c nhn hoc t chc no nhng xt v
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kha cnh php l th phi c 1 t chc ng ra chu trch nhim ng k v pht trin thng hiu. Chnh v th Hip hi nhn lng Hng Yn c thnh lp thng 12 nm 2004 nhn trng trch ng k nhn hiu nhn lng Hng Yn v Hip hi cng l n v s hu thng hiu ny. Hin ti Hip hi thu ht c 60 thnh vin tham gia v ch tch ca Hip hi ng thi l Gim c S Khoa hc, Cng ngh v Mi trng nn vic xy dng thng hiu ca Hip hi s c s gip rt ln t pha s Khoa hc. 2. L trnh xy dng thng hiu nhn lng Hng Yn Mc ch ca vic xy dng l trnh xy dng thng hiu l vch ra k hoch, ng li v chin lc trng tm cho vic qun l thng hiu, ng thi to nn tng vng chc gip nh qun l thc hin ng b mi hot ng lin quan n thng hiu . S khoa hc v Cng ngh tnh Hng Yn phi hp thc hin cng T chc Hp tc K thut c GTZ a ra l trnh xy dng thng hiu nhn lng Hng Yn gm 5 giai on chnh: Giai on 1: H tr kho st nh gi nhu cu th trng Mc ch: Bit c cc yu cu ca th trng v ngi tiu dng v s lng, thi im cung ng v cht lng sn phm, nhm gip cho cc n v sn xut c c s nh hng sn xut v ci tin k thut Thi gian thc hin: 4/2006 4/2007 Giai on 2: H tr xy dng cc chi hi nng dn, h ch bin v thng mi Mc ch: a ngi sn xut, ch bin v tiu th vo cc t chc thng nht, nng cao tnh hiu qu v chuyn nghip ca cc t chc ny. Thi gian thc hin: 4/2006 8/2006 Giai on 3: H tr xy dng h thng qun l cht lng trn c s quy trnh k thut tp th Mc ch: Lm c s kim tra cht lng sn phm nhn bng cc tiu chun cht lng, m bo cht lng sn phm bn ra trn th trng t tnh thng nht, bo v thng hiu nhn lng. Thi gian thc hin: 8/2006 8/2007 Giai on 4: H tr tiu th sn phm Nhn lng Hng Yn Mc ch: Tm th trng tiu th cho sn phm nhn. Ch trng vo cc th trng mi trong v ngoi nc. Thi gian thc hin: Thng 8/2006 8/2007 Giai on 5: H tr d n ca Tnh chun b ng b v bo h sn phm tn gi xut x. Mc ch: Hon tt h s v cc th tc ng k bo h tn gi xut x cho sn phm v hon thnh vic ng k thng hiu. Thi gian thc hin: Thng 12/2006 12/2007 3. Quy trnh xy dng thng hiu nhn lng Hng Yn 3.1. To dng cc yu t thng hiu 3.1.1. Tn thng hiu
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Tn thng hiu "Nhn lng Hng Yn" l cch ng k tn thng hiu da vo a danh. V tn thng hiu l yu t u tin v quan trng nht to nn kh nng nhn bit, gi nh, phn bit v nh hng cho khch hng tm n mua v s dng sn phm nn vic la chn tn ph hp v c ngha l ht sc quan trng. Ban u, theo Gim c Nguyn Hng Mnh ch tch Hip hi nhn lng Hng Yn, kim Gim c S Khoa hc Cng ngh v Mi trng c nh ly tn "Nhn lng Ph Hin" ng k v nhn lng xut hin u tin ph Hin, th ph ca cy nhn. Hin ti cha ph Hin vn cn cy nhn t c nin i gn 300 nm, v t lu a danh ni ting v cng tng nc ting vi cu ni " Th nht kinh k, th nh ph Hin". Ngoi ra a danh Ph Hin cng gn lin vi mt tch c "nhn tin vua" . Tuy nhin, nhn lng Ph Hin ch l mt a danh nh hp trong khi ngha ca vic ng k nhn hiu l mun qung b c sn nhn lng Hng Yn ti th trng trong nc v m rng qui m trng nhn trn a bn tnh Hng Yn. V mc ch m vic ly tn thng hiu " Nhn lng Hng Yn" l mt s la chn ht sc ng n. Trong quy hoch ca tnh cy nhn tr thnh cy trng ch lc trong cc cy n qu lu nm (chim hn 60% din tch cy n qu). Ngi tiu dng c nc t lu bit n nhn lng Hng Yn v th vic ng k tn thng hiu "Nhn lng Hng Yn" l pht huy tn thng hiu tng ni ting trn th trng v l s hp thc ho thng hiu ny, bo v n khi b nh cp. 3.1.2. Logo Logo ng k cng thng hiu nhn lng rt c ngha. Ban u, Hip hi cng c nh a chm nhn ln logo ca mnh nhng n vn cha th hin ht nhng c trng v xut x nhn ca Hng Yn v th Hip hi thay i v a ra mt lg mi. Hnh nh mi cha ph Hin xut hin trong logo vi ngha gi nh n ci ngun ca cy nhn l cha ph Hin - ngi cha cch y 300 nm mc ln mt cy nhn - t tin ca cy nhn lng Hng Yn ngy nay. Ph Hin ngy xa ch cn li hin din li ngi cha, di tch ca lch s v thi gian. Hnh nh 2 chm nhn c v cch iu gi nh n tch c "nhn tin vua". Hnh nh hai chm nhn va dng ln cha, va dng ln vua. Mu sc c s dng trong logo bao gm 4 mu: vng, nu t, xanh l cy v l nhng mu rt c trng ca nhn. Hnh s 6: Logo Nhn lng Hng Yn
3.1.3. Khu hiu Vi khu hiu " Hng v tin vua", Hip hi nhn lng mun tng kh nng nhn bit v lu li cm nhn v sn phm trong tm tr khch hng bi l y chnh l c trng v tiu chun m sn phm mun hng ti. "Hng v tin vua" cng th hin c s khc bit v truyn thng, hng v ca nhn lng Hng Yn so vi nhn cc tnh khc. Ngi Hng Yn vn thng gi Tri tim ca vng nhn l cy nhn t 300 nm tui ti cha Hin (phng Hng Chu, TX Hng Yn) ; mt linh vt trong i sng lao ng ca h, mt minh chng cho nhng thng trm ca ngh trng nhn. Ngy xa qu nhn ca cy nhn t ch c dng dng ln vua cha v dn cng khng c php n nn "hng v tin vua" nhm gi nh n
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hng v c truyn ca nhn lng Hng Yn, n vn ngon, ngt, mt v ni ting nh xa. Khu hiu ny cng l mt s cam kt ca nhng ngi sn xut v cht lng ca sn phm. 3.1.4. Bao b Hip hi nhn lng Hng Yn in bao b ring trong vic tiu th sn phm. Bao b l ti nilng c in hnh nh chm nhn, tn hip hi, a ch... Ngoi ra, i km vi mi chm nhn u c nhn hng gm logo, tn thng hiu cng tn ca ngi trng nhn, ngy thu hoch v hn s dng. y l mt tin b rt ln trong vic tiu th nhn v trc y nhn lng khi xut i u khng c bao b, tn ngi sn xut v hn s dng, v th m ngi tiu dng khng th phn bit u l nhn lng chnh hiu, u l nhn lng gi m ch bit tin vo ngi bn. Vic a ra bao b cng cc thng s v sn phm lm tng uy tn v s tin tng trong ngi tiu dng, v h yn tm hn khi mua sn phm. Hnh s 7: Nhn hng
3.2. ng k bo h nhn hiu Nhn lng Hng Yn 3.2.1. Thnh lp Hip hi nhn lng Hip hi sn xut nhn lng Hng Yn c thnh lp theo Quyt nh s 3110/ Q UB ngy 08 thng 12 nm 2004 ca UBND tnh Hng Yn, vi vai tr tr gip ngi nng dn pht trin, bo tn sn xut v tiu th sn phm nhm i n xy dng thng hiu cho nhn lng Hng Yn. Hi t chc l ra mt, a ra iu l v qui ch hot ng, tch cc tuyn truyn, vn ng thm nhiu thnh vin gia nhp hip hi c mt tp on mnh ca nhng ngi trng nhn. Hi nhn lng Hng Yn thu ht 60 hi vin tham gia, ch yu l nhng h sn xut kinh doanh v trng nhn c kinh nghim, sn phm t cht lng cao, c vn nhn qui m ln, tp trung ch yu cc vng trng im nhn nh th x Hng Yn v cc huyn Tin L, Khoi Chu, Ph C, n Thi. Hin ti, thnh vin ca Hi nhn lng gm ba i tng chnh: nhng ngi trng nhn, sn xut cy ging, nhng nh kinh doanh nhn v nhng ngi sn xut v ch bin nhn. Ngoi vic trin khai tt cc nhim v gip hi vin trao i kinh nghim trng, chm sc, thu hoch nhn, Hi cn y mnh vic xy dng thng hiu. Hip hi nhn lng Hng Yn di s bo tr ca S Khoa hc v Cng Ngh ng ra ng k nhn hiu "Nhn lng Hng Yn - Hng v tin vua" cho cc sn phm nhn ti, long nhn v nhn ng hp. y l hot ng xc tin thng mi ban u nhm xy dng thng hiu v qung b sn phm nhn lng Ph Hin ra th trng. 3.2.2. Hon tt th tc ng k nhn hiu n thng 1-2005, vic ng k thng hiu "nhn lng Hng Yn" hon tt h s v ch Cc S hu tr tu cng nhn. Thng hiu nhn lng Hng Yn s quy nh rt r v biu tng, ngy, thng v ni sn xut. Thng 03 nm 2005, Hip hi hon tt h s ng k
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thng hiu gi ln Cc s hu tr tu ch ph duyt. Theo qui nh, thi gian xem xt h s l 1 nm, trong 3 thng xem xt hnh thc v 9 thng xem xt ni dung. Nhm nghin cu c bui phng vn ng Nguyn Hng Mnh, Gim c S Khoa hc v Cng ngh tnh Hng Yn, Ch tch hip hi nhn lng Hng Yn v c bit "tuy ht thi hn theo qui nh nhng Cc S hu tr tu vn cha hon thnh xong th tc xt duyt". Do s chm tr ny, n thi im hin nay, nhn hiu nhn lng Hng Yn vn cha ng k xong. Theo php l, Hip hi nhn lng Hng Yn l ch s hu ca nhn hiu ny. Nhng thnh vin trong hip hi rt mong thng hiu s c ng k kp n lc thu hoch nhn, thng hiu c th c s dng. Hin ti nhng thnh vin c nhng cy nhn trong vn t tiu chun cht lng trong ng k nhn hiu bt u s dng thng hiu ny tiu th nhn, song s lng mi ch dng li 3 thnh vin. Nhng thnh vin ca Hip hi khi s dng nhn hiu phi m bo cht lng nhn theo ng tiu chun cht lng m Hip hi ra. Nhng thnh vin c th ly nhn ca mnh hoc thu mua t nhng ngun tin cy khc min sao nhn t tiu chun. S thnh vin khim tn ca Hip hi l mt hn ch trong vic hot ng v xy dng thng hiu. thng hiu ny pht trin, Hip hi cn c cc hot ng thu ht thm nhiu hi vin tham gia, cng gp phn khng nh thng hiu nhn lng Hng Yn trn th trng. 3.3. m bo v nng cao cht lng sn phm 3.3.1. Xy dng h thng tiu chun cht lng Nhng sn phm mang thng hiu nhn lng Hng Yn phi m bo cc tiu chun cht lng sau y: Nhn qu ti : Qu trn to gn nh qu vi thiu, c y hm lng cht dinh dng vi cc loi vitamin. Ci nhn khi ti c 77,15% nc, tro 0,01%, cht bo 0,13%, protit 1,47%, hp cht c nit tan trong nc 20,55%, vitamin A v B. Hm lng ng trong ci phi t trn 20%, t l ci trn 60% ( thng l 63,25%), qu n gin, ngt thm mt. Ci dy, mi lng vo nhau rt r, trn mt ci nhn c nhiu ng gn ni xp chng cht, c ci nh vy rng trng lng qu t 12-17g/qu, ht mu en trng lng khong 2g, trng lng di 70-80 qu/kg i vi nhn lng, nhn ng phn 90 qu/kg, v mu m, qu c v mng, gin d tch, mu sng p[13.4] - Long nhn (cn c tn l l chi n, l chi) l o ht phi hay sy kh na chng ca qu nhn. S d c tn gi ny l v ma nhn n ngay sau khi ma vi ht nh ngi hu cn theo ch nhn (l chi l qu vi, n l ngi hu cn). Tn long nhn v ging mt con rng (long l rng, nhn l mt). Ci kh (long nhn nhc) cha 0,85% nc, cht tan trong nc 79,77%, cht khng tan trong nc 19,39%, i tro 3,36%. Trong phn tan trong nc c glucoza 26,91%, sacaroza 0,22%, axt taetric 1,26%. Cht c nit 6,309%. Tiu chun ca long nhn l phi kh ro, khng dnh tay, hnh dng trn u, do, dai, mu vng sng nh h phch, hng v ngt m thm c trng; hm lng ng t t 62 n 65%, m 16,5%, hm lng protein 4,5 n 5,5% [13.4] 3.3.2. La chn b ging tt v xy dng vn m bo tn ging Xy dng thng hiu th gc ca thng hiu l cht lng, m cht lng cy nhn bt ngun t b ging tt, do tuyn chn c b ging tt l vic lm u tin trong l trnh xy dng thng hiu "Nhn lng Hng Yn". La chn b ging tt trn a bn tnh: Sau 9 nm (t nm 1991-1999) theo di v nh gi 25 vn cy trn a bn tnh Hng Yn, S Khoa Hc v Cng Ngh chn ra 275 cy tt.
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Tip tc theo di cc cy ny v sn lng, nng sut v cht lng, kh nng u qu, t l ci, t l ng ca cc cy nhn, th nm 1999, ln u tnh Hng Yn t chc bnh tuyn cc cy nhn qu c nng sut cao v cht lng tt. T chc hi thi bnh tuyn ging nhn lng thi trong 3 thng lin tc ca ma nhn nm 1999, S Khoa hc Cng ngh v Mi trng chn ra c 39 cy u dng trong c 11 cy c cng nhn l ngun ging ca quc gia i din cho 3 tr : chn sm, chnh v v chn mun. Hi thi bnh tuyn cy nhn u dng c t chc t nm 1999 n nay. C 2 nm mt ln hi thi bnh tuyn cy nhn li c t chc bu chn ra nhng nhn qu. y cng l dp nhng ngi trng nhn trao i kinh nghim sn xut vi nhau. Xy dng vn m bo tn ging: Qu trnh ny bao gm vic bo tn ging gen, to m hnh ph bin k thut: trnh din k thut thm canh, to ngun mt nhn ging. 39 cy nhn u dng vi cc tiu chun: ng t 19-23%, ci dy v gin, trng lng t t 5080 qu/kg, nng sut cao n nh bo tn ngun gen hin ang c chm sc ti vn cy ging ca S Khoa hc-Cng ngh. T nm 2000 n nay, tnh Hng Yn xy dng khu vn rng 1 ha lu gi gen ging nhn qu t cc cy nhn u dng, c chn lc qua hi thi bnh tuyn, mi nm nhn c hn 1 vn cy ging qu bo m cht lng phc v cho vic thay th nhng cy nhn tp. Tnh cng cho php xy dng mt s vn nhn im trong cc h trng nhn cht lng cao hun Tin L v th x Hng Yn. S Nng nghip tnh Hng Yn ang trin khai thnh cng m hnh xy dng vn m ging nhn lng c sn. Ngi dn tham gia m hnh c cp kinh ph h tr, hng dn k thut chn cy ging, m cy con, cch ghp, chm sc v phng tr su bnh. Tng s cy nhn c ghp l 15.000 cy. Sau khi ghp, cc cy ging u t cht lng tt, t l xut vn t trn 80%, cy kho khng su bnh, thch nghi vi ngoi cnh. n nay ton tnh xy dng c hn 100 vn m, vi gn 100.000 cy nhn lng c sn[13.7]. S Khoa hc cng ngh v mi trng tnh Hng Yn phi hp vi Vin Nghin cu rau qu Trung ng xy dng thnh cng m hnh thm canh v lu gi cc ging nhn lng u t thuc d n "Xy dng m hnh ng dng khoa hc cng ngh pht trin nhn lng Hng Yn" trong 3 nm (2000 - 2003). Vi mc ch bo tn v pht trin ngun gen cc ging nhn lng qu, vic xy dng m hnh c thc hin trc tip ti 34 h gia nh c vn nhn lu nm. Cc chuyn gia chn ra cy nhn qu u dng ca mt s h, hng dn k thut nhn ging; chn, lm t, gieo m cy gc ghp, chn cnh, ly mt ghp... Kt qu, cc h sn xut c 2,5 vn cy ging c cht lng gm 400 cnh chit v 2 vn cy ghp, phc v cho vic nhn cc loi ging nhn c cht lng trong ton tnh. 3.3.3. Ci tin quy trnh k thut thm canh 3.3.3.1. Tm ra nguyn nhn cch nm ca nhn C nhiu nguyn nhn ca hin tng ra hoa cch nm ca cy nhn nhng ch yu l do hai nguyn nhn: Th nht, thu hoch khng ng cch: B cnh khi thu hoch nhn th b mt lc thu nn v sau cy nhn khng ra hoa . Th hai, vo nm ma ng m v m khin cy nhn ra lc ng, khng gi c v khng u hoa, dn n khng c qu cho v nhn 3.3.3.2. Bin php khc phc Sau khi tm ra nguyn nhn ca hin tng ra hoa cch nm, S Khoa hc Cng ngh tnh Hng Yn xy dng thnh cng m hnh thm canh v c kt trong cun "Hng dn k thut thm canh nhn" pht cho cc h trng nhn, ng thi trc tip ph bin k thut cho b con.
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S Khoa hc cng ngh tng cng cc bin php thm canh, nng cao nng sut, cht lng, p dng k thut tin b trong vic lai to, nhn ging. Bn cnh , thng xuyn chuyn giao khoa hc k thut cho hn 80 x c nhiu din tch trng nhn trong tnh. Ti cc x Hng Nam, Qung Chu, Lin Phng (th x Hng Yn), Phng Chiu, Thin Phin (Tin L), Hm T (Khoi Chu)... tch cc chuyn i c cu ging, a vo thm canh cy nhn cht lng, hiu qu cao. S Nng nghip - Pht trin nng thn Hng Yn ang trin khai cc chng trnh "nng cao nng sut, cht lng nhn", "chm sc bo v nhn" phc v cho vic xy dng thng hiu, tp trung nhn ra din tch ln nhng cy nhn t nng sut, cht lng cao; c bin php chm sc nhn cho qu n nh, khng b mt ma cch nm, nhm to ra khi lng ln. Ti cc vng trng im nhn nh Tin L, th x Hng Yn cng ang ci to, loi b ging nhn c nng sut, hiu qu thp, thay th bng cc ging nhn chit, ghp, Hng Chi, ng phn cho gi tr kinh t cao. ng thi, S Nng nghip v Pht trin Nng thn Hng Yn cng ang hng dn b con chm sc v bo v hoa nhn bng cch dng ch phm kch thch, pht t kh nng ra hoa, u qu, tng cng chng cc bnh nm, mc sng tng kh nng chng chu su bnh v cc yu t bt li ca thi tit kt hp dit b xt hi hoa v qu non. S kt hp gia S Nng nghip v Pht trin nng thn vi b con nng dn trong vic sn xut s lm tng ng k sn lng cng nh cht lng nhn thu hoch.[13.7] 3.4. Tuyn truyn qung b v y mnh tiu th 3.4.1. Hi thi ging nhn Hi thi bnh tuyn cy nhn ging u dng tnh Hng Yn c pht ng t nm 1999 thu ht ng o nhng ngi trng nhn trong tnh tham gia. Hi thi ny c ngha tch cc trong vic bo tn ging nhn lng, ng thi qung b cho cc tnh trong c nc v tham d v sn lng, nng sut v cht lng ca cy nhn Hng Yn. Hi thi nhn cng l ni cc h trng nhn c kt v chia s kinh nghim trng nhn khng ngng ci thin vn nng cao cht lng nhn lng truyn thng ca Hng Yn. Hi thi s c t chc hai nm mt ln nhm tn vinh nhng cy nhn qu ca tnh. y l mt hot ng xc tin thng mi ht sc tch cc khng ch khuyn khch tinh thn nhng ngi trng nhn, bo tn, a dng cc loi nhn m cn qung b thm cho thng hiu nhn lng Hng Yn. 3.4.2. Hi ch nhn Hi ch nhn lng Hng Yn ln u va c t chc vo ngy 15/08/2005 khng nh uy tn v cht lng nhn lng Hng Yn. Hng nm hi ch nhn s c t chc trong khong thi gian t 12/08 - 16/08 ku gi s tham gia ca cc h trng nhn trong tnh ng thi thu ht cc tnh v d. Hi ch nhn cng l ni tiu thu v qung b cc ging nhn, sn phm nhn c cht lng cao. Nh th m cng lm cho thng hiu " nhn lng Hng Yn" thm ni ting. 3.4.3. Cc hot ng y mnh tiu th Hi lm vic vi siu th Big C cung ng sn phm nhn v giao cho mt ch bun ln x Hng Chu bun nhn ti i ch Long Bin thc hin cung ng. Tuy nhin do yu cu sn lng nhn ca siu th thp (70-100kg/ngy) nn khng thc hin c giao dch. [7] Ti y, Hi nhn lng Hng Yn s m cc ca hng nhn ti H Ni v cc thnh ph ln qung b thng hiu vi ngi tiu dng. Hip hi nhn lng t cc u mi ti Hi
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Phng, H Ni, Qung Ninh, mt s siu th H Ni, cc i l pha Nam. Ngoi ra ang kho st t u mi sn bay Ni Bi y mnh tiu th nhn. y mnh tiu th nhn lng c sn, gip ngi tiu dng mua ng nhn lng Hng Yn, ngy 7/8/2005, S Nng nghip v Pht trin nng thn tnh t chc giao lu vi 10 tnh ng bng sng Hng nhm to mi lin kt tiu th c sn nhn trong nc. y cng l dp tuyn truyn v qung b thng hiu " Nhn lng Hng Yn - Hng v tin vua" cho th trng c nc c bit n. 3.5. Cc n h tr xy dng thng hiu 3.5.1. D n H tr cng c chui gi tr sn phm Nhn lng Hng Yn D n ny c a ra trong hi tho khi ng d n H tr cng c chui gi tr sn phm nhn Lng Hng Yn thc hin bi Vin Chnh sch v Chin lc Pht trin Nng nghip, Nng thn - Ngy 14 thng 4 nm 2006. T chc ch tr thc hin d n l Chng trnh Pht trin Doanh nghip Nh v Va MPI- GTZ, t chc Hp tc K thut c GTZ v Trung tm Pht trin Nng thn- Vin Chnh sch v Chin lc pht trin nng nghip, nng thn. n v phi hp thc hin: S Khoa hc cng ngh v S Nng nghip v pht trin nng thn Hng Yn. Thi gian thc hin: 22 thng. Mc tiu ca d n l xy dng t chc ca ngi sn xut, ch bin, thng mi ti x Hng Nam, th x Hng Yn (trong Hi Nhn lng tnh Hng Yn), h tr nng dn xy dng quy trnh sn xut v qun l cht lng, h tr Hi nhn lng Hng Yn xy dng h thng qun l v s dng nhn mc sn phm, tng cng lin kt gia ngi sn xut, ch bin, tiu th... 3.5.2. n: Xy dng vng nhn hng ha, tn gi xut x- ch dn a l nhn lng tnh Hng yn nm 2006 - 2010 n ny do UBND tnh Hng Yn ch o trc tip phi hp qun l vi S Nng Nghip v Pht trin Nng thn cng S Khoa hc Cng ngh, S K hoch u t, S Ti chnh. on thanh nin, hi ph n, Hi nng dn, trung tm khuyn nng, cng ty ging cy trng s phi hp thc hin. n c s h tr k thut t Vin nghin cu rau qu, Vin di truyn, t chc GTZ...Mc tiu ca n l thng nht qun l k thut to sn phm hng ho cht lng cao, gi thnh hp l; din tch trng mi c qun l theo quy hoch; p dng tin b k thut; xy dng vng trng im sn xut nhn c cht lng ng k v xy dng tn gi xut x nhn lng, kin ton b my qun l nh nc theo php lnh ging cy trng ban hnh, ci to vn tp ti khu vc v tinh b sung nguyn liu cho cng tc xy dng thng hiu nhn lng. y l nhng n ht sc thit thc nhm n nh th trng tiu th ca nhn lng Hng Yn, nng cao cht lng nhn v y mnh xy dng thng hiu nhn lng Hng Yn. (Ph lc 19: Mt s n pht trin mt hng nhn ca tnh Hng Yn.) IV. NH GI KT QU - TN TI V NGUYN NHN 1. Kt qu Nhng hot ng tch cc nu trn ca Hip hi nhn lng Hng Yn kt hp vi S Khoa hc v Cng ngh tnh Hng Yn v S Nng nghip v Pht trin Nng thn bc u t nn mng cho vic xy dng thng hiu nhn lng a phng, gip tng c v th nhn lng Hng Yn trn th trng trong nc v m rng c th trng xut khu, gip ngi dn vn ln lm giu bng chnh nhng sn phm truyn thng ca qu hng mnh.
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1.1. Bc u to dng c cc yu t thng hiu Vic ng k v to dng cc yu t thng hiu nh tn thng hiu, logo, khu hiu v bao b gp phn hnh thnh phn no thng hiu nhn lng Hng Yn. Do c th thy Hip hi nhn lng Hng Yn nm bt c thi cuc v yu cu bc thit ca vic pht trin cy nhn lng. Cc yu t ny gip ngi dn trong Hip hi bc u s dng nhn hiu trong ma nhn nm 2005 v ti cc hi ch nhn va qua. 1.2. Khi dy thc xy dng thng hiu trong b phn ngi trng nhn Phn ln nhng ngi trng nhn u c thc v vic xy dng thng hiu nhn lng Hng Yn ca Hip hi nhn lng v ca tnh. Nhiu ngi dn mnh dn tm hiu cc thng tin v thng hiu, quy trnh xy dng thng hiu thng qua tivi, sch bo v mng Internet c th thc hin tt v ng gp kin cho chin lc v l trnh xy dng thng hiu m Hip h nhn lng pht ng. 1.3. Nng sut cy nhn tng ng k Vic p dng cc bin php thm canh tng bnh qun 50% nng sut cc cy nhn u dng so vi trc. in hnh, cy nhn u dng nh ng Bi Hng Hy t nng sut 300 kg/v, tng 2 ln so vi v nhn trc. Cy nhn nh ng Trn Vn Ho t 240 kg/v, tng 2,4 ln. Cy nhn ca gia nh ng Nguyn c Thin t 200 kg/v, tng 4 ln so vi v trc, khng nh hiu qu ca vic a tin b khoa hc k thut vo trng v thm canh nhn. ng ni hn l cc vng cy n qu nh Tin L, th x Hng Yn ging nhn c c thay bng nhn chit Hng Chi, nhn ghp, nng sut cao gp 3 ln, thu li t 150 n 200 triu ng/ha/nm Cc cy nhn ging c phi trng t nht 5-10 nm mi cho qu, trong khi ging nhn mi ch trng hai nm cho thu hoch. Trc mt hiu qu kinh t t cy nhn ging mi t cao (khong 2-3 triu ng/cy/v). Ti cc hun Tin L, Kim ng, th x Hng Yn cy nhn lng c sn c coi trng, vi cc ging nhn cho nng sut hiu qu cao gp 2 n 3 ln ging c [13.2]. c bit, hin tng ra qu cch nm c khc phc trit , ngi dn cn c th cho nhn ra hoa theo mun. 1.4. Pht hin thm nhiu ging nhn mi Trong qu trnh bnh tuyn v la chn ging th S Khoa hc v Cng ngh cng pht hin thm nhng ging nhn mi cho nng sut cao v tip tc ph bin trng trong ng o ngi trng nhn. Gn y, nng dn Hng Yn pht trin nhanh ging nhn mi (ging nhn Hng Chi), nht l cc vng trng nhn tp trung ca tnh nh th x Hng Yn, cc huyn Tin L, Kim ng, Khoi Chu, n Thi. C nhiu kin nh gi khc nhau v ging nhn ny. ng Trnh Vn Cng, thn N Chu, phng Hng Nam, th x Hng Yn cho rng: Ging nhn ny c c im qu to, ra hoa nhiu t nn ri ro thp. Ging nhn ny thng trng bng cnh chit hoc ghp mt nn cy ln d chm sc, bo v v thu hoch. Nhng cht lng qu, nht l ng thp hn nhiu so cc ging nhn truyn thng nh nhn lng, nhn ng phn. Cc cy nhn ging c phi trng t nht 5-10 nm mi cho qu, trong khi ging nhn mi ch trng hai nm cho thu hoch. Trc mt hiu qu kinh t t cy nhn ging mi t cao (khong 2-3 triu ng/cy/v.[13.2] Ging nhn chn mun Hm T cng c pht hin, c cc h sn xut nhn ging v trng nhiu. x Hm T, huyn Khoi Chu t 5 nm tr li y, cc vn nhn chn mun trong vng u lin tip c ma qu to, m v ngt thm. Do chn mun, cht lng li ngon nn nhn Hm T bao gi cng c gi cao hn so vi nhn chnh v Hm T, gi nhn
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khng di 18.000 ng/kg. Do vy d sn lng thp hn cc lng nhn c ting nh Hng Nam, Qung Chu, Phng Chiu, Thin Phin... nhng gi bn trung bnh cao gp 1,5 n 2 ln nn nhng vn nhn Hm T khng thua ch km em, vi tng ngun thu gn 2 t ng nm 2004[13.5]. y l mt trong nhng gii php b sung cho nhng ngi trng nhn Hng Yn trong vic nng cao nng lc sn xut cho nhn lng Hng Yn v gp thm mt v ngt mi cho nhn lng Hng Yn. 2. Nhng vn cn tn ti 2.1. Cc yu t thng hiu thit k cha ph hp V logo, logo hin ti v nhn lng mi ch c gi tr gi nh v lin tng nh vy i vi ngi dn Vit Nam, nhng ngi hiu bit v lch s nc nh. Cn lm nn mt thng hiu mang tm quc t th logo ny cha ph hp. Th nht, hnh nh nhn lng cch iu khng r, rt d khin ngi khc hiu lm l mt th qu khc; Th hai, s phi hp mu sc khng hi ho, d to phn cm: mu vng khng nn chim v tr ch o m nn a dng mu sc nh thm mu nu ca v nhn, mu xanh ca l nhn Hn na, khng nn chn hnh nh cha ph Hin v kh lm ngi tiu dng lin tng n hnh nh tri cy. Hu ht cc thng hiu tri cy ni ting nh bi Nm Roi, vi thiu Lc Ngn u ly hnh nh tri cy l ch o, va n gin cho ngi mua hng va to im nhn thu ht s ch ca ngi mua. V khu hiu, Hng v tin vua cha phi l mt khu hiu ph hp. Th nht, n cha nu bt c nhng c tnh ca sn phm hay li ch ca ngi tiu dng khi s dng sn phm ny. Khu hiu ny bao hm ngha qu rng v khng tp trung vo c tnh c bit ca qu nhn.Th hai, khu hiu cha lt t c tinh ty ca nhn hiu nhn lng Hng Yn. So snh vi khu hiu ca cc sn phm khc, ta c th thy cc khu hiu u c gng lt t c nhng c tnh ni tri ca sn phm. V d nh Chua, ngt, trc, cng bc cng n nh chm chm Long Khnh, hay va bo va dai, cng nhai cng ci nh ko da Cocofun. Th ba, cm t Hng v tin vua cha th lm tng kh nng nhn bit v lu li tn thng hiu trong tr nh khch hng v cha c s lin h vi cc li ch khi tiu dng sn phm, do khng c tc dng thc y ng c mua sm ca khch hng. Bao b sn phm cha ng b. C mt thc t hin nay l nhn lng cha c ng bao b vi logo thng nht. Logo vn cha xut hin trn bao b (ti nilng ng nhn) v giy nh km ghi xut x. Nhn ti v long nhn cng khng c mt quy cch ng bao b chung. iu ny dn n tnh trng, mnh ai ny in v ng bao b. Cng tc sn xut v in bao b cha c ch trng cho sn phm nhn lng. Hnh nh m nho, cht nilon c khng sng mu, n iu mt kiu dng l nhng cm nhn ca nhm tc gi khi nhn thy bao b ca Hip hi nhn lng. 2.2. Vic trin khai xy dng thng hiu cn chm. Ti thi im nhm tc gi i kho st ti tnh Hng Yn (thng 7/2006), Hip hi nhn lng Hng Yn vn cha c Cc S hu tr tu cp chng nhn nhn hiu nhn lng Hng Ynd np h s t thng 3 nm 2005. iu ny gy ra nhiu kh khn cho Hip hi khi tin hnh nhng hot ng xc tin qung b thng hiu. Mt phn ca ca vn ny l do cng tc ph duyt, cp php ng k thng hiu cn din ra chm chp, th tc cn rm r. Trong khi vic thng hiu ra i v c l ht sc cp bch th S Khoa hc v Cng ngh cn phi i tt n u, ch ng a thng hiu ra th trng kp ma nhn ti. 2.3. Vic xy dng thng hiu cha c s phi hp ng b gia cc c quan ban ngnh
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Trong qu trnh xy dng thng hiu, S Khoa hc v Cng ngh cng vi Hip hi nhn lng l c quan duy nht ng ra chu trch nhim chnh trong vic xy dng thng hiu cho nhn lng Hng Yn. Mi hot ng xc tin qung b sn phm v nng cao cht lng cho cy nhn u do S Khoa hc v Cng ngh trin khai. Cc c quan khc tuy c tham gia nhng cha thc s ch ng. Thit ngh, vic xy dng thng hiu l cng vic khng ca ring mt c nhn hay t chc no bi l s thnh cng ca thng hiu " Nhn lng Hng Yn" s lm li trc tip cho ngi dn a phng, ng thi gp phn nng cao hnh nh cy nhn ni ring v mt hng nng sn Vit Nam ni chung trn th trng ni a v quc t. 2.4. C cu Hip hi cha hon thin Hip hi hot ng theo Ngh nh 88/2003/N-CP ngy 30/07/2003 ca Chnh ph. Tuy nhin hin nay cc v tr lnh o ca Hip hi u do cc cn b c chc v ca S Khoa hc v Cng ngh, S Nng Nghip v Pht trin nng thn m nhim. Trong t chc ca Hip hi cha phn chia thnh cc Ban chuyn trch vi nhng nhim v c th. L mt t chc sn xut nhng Hip hi vn cha c c nhng hot ng c th mang li li nhun cao cho nhng ngi sn xut. Hin nay mi hot ng ca hi u da trn ngun kinh ph ca S Khoa hc v Cng Ngh. R rng hot ng c hiu qu v thit thc hn, Hip hi cn ci t c cu t chc Hip hi thc s l t chc ca ngi sn xut, ngi ch bin. T mi c th nng cao khng nh uy tn ca sn phm, nng cao kh nng cnh tranh ca nh nhn lng Hng Yn trn th trng Vit Nam. 2.5. Cha pht ng phong tro xy dng thng hiu trong qun chng nhn dn Chnh v cng tc vn ng qun chng cha cao nn t khi thnh lp Hip hi (thng 12 nm 2004) vi 57 thnh vin, n nay s hi vin tham gia Hip hi tng khng ng k, ch tng thm 3 thnh vin. Nhiu ngi nng dn khi c hi cho bit c nhiu l do khc nhau khin h cha thc s tm huyt vi vic tham gia Hip hi trng nhn ca tnh mc d c c vn ng. Nguyn nhn ch yu l ngi nng dn cha thy c li ch thit thc t vic tham gia Hip hi. Bn cnh , cc hot ng ca Hip hi vn cha to c nhng nh hng tch cc trong hot ng sn xut v kinh doanh nhn ca cc h trng nhn ti a phng. Qua iu tra thc t, nhm tc gi nhn thy k c nhng h sn xut l thnh vin ca Hip hi mi c php s dng nhn hiu ca Hip hi. Tuy nhin, hin ti bao b v nhn Hip hi cha mnh gi bn. ng Nguyn c Hng, ch doanh nghip sy nhn Hng Du, khng phi thnh vin ca Hip hi cho bit: "Nhn ca chng ti khng cn dng bao b ca Hip hi, khng cn dng logo ca hip hi, ch cn qu to, cht lng th vn bn c gi cao". Ngay c ng Nguyn Vn Thinh trng thn N Chu, x Hng Nam cng ngn ngi cha tham gia vo Hip hi: "Ti vn cha thy c ch li g khi tham gia vo Hip hi". Nhiu ngi dn lo ngi rng khi tham gia Hip hi s nhn c thu mua s c gi thp hn gi th trng nn vn rt nghi ng v vai tr ca Hip hi. Trong bi cnh phi chuyn canh thnh vng trng nhn c trng ch lc ly li th cnh tranh, th ngi trng nhn vn cn nhiu nhng bi ri. S gi c thp m ch trng mt loi th nh vn khng tr c nn phi trng xen canh vi tnh ton ly ci n b ci kia. Do phn ln ngi dn u c t tng s thay i, c bit l nhng ngi cao tui th khng d dng thuyt phc h cht i nhng cy nhn lu nm nhng nng sut thp v cn l vn tnh cm. Nhng hn ch trong nhn thc dn n kh khn trong pht ng phong tro ci to vn cy tp, hay thay th nhng cy khng c hiu qu. Hn th na, ch nhng ngi dn c ngun thu nhp n nh mi cht cy, cn nhng gia nh c thu nhp thp rt nghi ng, c bit khi h phi ch 3,4 nm na mi c thu hoch. Nh vy, hot ng ca Hip hi mi ch gii hn trong ni b, cha ku gi c s
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hng ng ca ng o qun chng, cha xy dng c lng tin trong ngi dn. Cng tc tuyn truyn qung b trong chnh nhng ngi trng nhn cn tn ti nhiu hn ch. Tm li, qua ton b qu trnh phn tch thc trng sn xut kinh doanh v xy dng thng hiu ca nhn lng Hng Yn trn y, ta c th thy bn cnh mt s kt qu t c v nng sut v ging cy, tnh Hng Yn cn tn ti nhng vn trong qu trnh xy dng thng hiu: cng tc th trng yu, cha c s phi hp ng b gia cc ngnh, cha pht ng c mt phong tro xy dng thng hiu cho c sn a phng trong qun chng nhn dn. Qu trnh xy dng thng hiu cho nhn lng Hng Yn cn thiu nhng hot ng trin khai hiu qu pht huy nhng th mnh ca a phng, y mnh thc hin xy dng thng hiu cho nhn lng Hng Yn. Chng III ca ti s a ra mt s xut thit thc nhm tho g nhng vn ny.
CHNG III MT S XUT TRIN KHAI XY DNG THNG HIU CHO NHN LNG HNG YN I. QUAN IM XY DNG THNG HIU CHO NHN LNG HNG YN 1. Quan im ca ng v Chnh Ph v xy dng thng hiu cho nng sn Vit Nam Nng sn l mt hng c k vng rt nhiu trong qu trnh xy dng Chin lc pht trin xut khu m Chnh ph ra cho giai on 2001-2010. C th l Quyt nh ca Chnh Ph v Tip tc t chc th trng trong nc, tp trung pht trin thng mi nng thn n nm 2010 i vi nng sn lm c s cho xut khu, xy dng chin lc xc tin thng mi hng nng sn Vit Nam ph hp cho tng khu vc kt hp vi cc Hip hi trong ngnh nng nghip. u tin m rng th trng tri cy Vit Nam Trung Quc, Nga, EU, Nht, Hn Quc, khu vc Asean, xy dng b phn thng tin c trang thit b v nng lc thu thp, phn tch, d on v th trng tri cy v tin tc lin quan (B Nng Nghip v Pht trin nng thn hoc Vinafruit-Hip hi tri cy Vit Nam). Vn kin i hi ng ton quc ln th X cng xc nh: "T chc li sn xut v xy dng quan h sn xut ph hp, to iu kin pht trin cc khu nng nghip cng ngh cao, cc vng trng trt v chn nui tp trung....cc loi hnh sn xut trang tri, hp tc x, sn xut cc loi sn phm c th trng v hiu qu kinh t cao...". hng nng sn Vit Nam khng nh c v tr ca mnh trn thng trng quc t, cc chuyn gia kinh t nng nghip v qun l Nh nc cho rng, vic ng k xy dng thng hiu hng ho, nhn hiu hng ho, xut x hng ho l ht sc cn thit trong qu trnh kinh doanh. Thng 8 nm 2002, B Nng Nghip v Pht trin nng thn pht ng phong tro xy dng thng hiu, nhn hiu hng ho nng lm sn hn ch s thua thit ln ca hng ho nng sn Vit Nam khi phi cnh tranh vi hng ngoi nhp trn thng trng trong v ngoi nc. Nc ta c nhiu loi cy trng c sn ni ting v c gi tr kinh t cao nh cam snh B
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H (Bc Giang), bi oan Hng (Ph Th), bi Phc Trch (H Tnh), vi thiu Thanh H (Hi Dng), nhn lng Hng Yn...v vy, chun b cho hi nhp, cc a phng cn xy dng vng cy n tri chuyn canh tp trung p dng k thut tin tin i vi cc chng loi tri cy c chin lc xut khu mnh v t xy dng thng hiu cho tri cy c sn Vit Nam. Ch c nh vy, ngnh tri cy ca nc ta mi ng vng v pht trin khi Hip nh AFTA c hiu lc v khi nc ta gia nhp WTO. 2. Quan im ca Chnh quyn a phng Quan im ca Chnh quyn tnh Hng Yn v pht trin cy nhn c th hin r trong Qui hoch pht trin nng nghip v nng thn tnh Hng Yn n nm 2010. Cy nhn c chn l cy trng ch lc, chim khong 60% din tch cy n qu tp trung. n nm 2010 t trng t dnh cho nhng nng sn c hiu qu trong sn xut - kinh doanh, c bit l nhn c xu th tng ng k (t 5,8 % nm 2001 ln 9,3% nm 2005 v d tnh tng ln 11,3 % nm 2010). C cu ny cho thy a phng y mnh pht huy hiu qu kinh t ca cy n qu lu nm (din tch trng nhn tng t 3.705 ha nm 2005 ln 4.020 ha nm 2010). Din tch cy nhn cho sn phm chim 75% so vi tng din tch trng vo nm 2010. [1] V vn xy dng thng hiu cho nhn lng Hng Yn, Chnh quyn a phng a ra quan im: xy dng thng hiu nhn lng Hng Yn da trn 3 yu t: cht lng sn phm cao, quy trnh k thut thm canh tin tin v tuyn truyn qung b rng ri. y l quan im ch o cho nhng hot ng xy dng thng hiu ca Hip hi nhn lng tnh Hng Yn. 3. Quan im ca nhm tc gi Qua nghin cu v phn tch quan im xy dng thng hiu nhn lng Hng Yn ca Chnh quyn a phng v mt s n S Khoa hc v Cng ngh thc hin, nhm tc gi nhn thy quan im xy dng thng hiu nh c ra ng n. Tuy nhin, l trnh xy dng thng hiu ra cha thc s hp l. Bn cnh , hot ng trin khai xy dng thng hiu cn chm, tn ti nhiu bt cp, cha thc s khai thc hiu qu nhng th mnh ca a phng. hot ng xy dng thng hiu cho nhn lng Hng Yn c hiu qu, nhm tc gi nhn thy cn phi y mnh cc hot ng xc tin thng mi v qung b thng hiu. Danh ting ca nhn lng Hng Yn t lu ni ting, l mt thun li ln cho hot ng tuyn truyn v qung b cho thng hiu. Ngoi ra, nhm tc gi cng a ra mt h thng nhn din thng hiu hon chnh cho nhn lng Hng Yn thng qua thit k li cc yu t thng hiu. 4. xut l trnh xy dng thng hiu Nhm nghin cu xut l trnh xy dng thng hiu cho nhn lng Hng Yn gm hai giai on: Giai on 1: Xy dng thng hiu tp th (2006-2007) Bc 1: Thit k cc yu t thng hiu (7/2006-10/2006) Cng vic ny Hip hi nhn lng Hng Yn ang tin hnh song vic thit k thng hiu cn cha chuyn nghip v cn nhiu thiu st nn nhm tc gi kin ngh cn xy dng li, iu chnh li cc yu t ca thng hiu nh tn thng hiu, logo, khu hiu... to thnh mt th thng nht v nht l khai thc c nhng n tng su m m tn gi c trong ngi tiu dng. Bc 2: ng k thng hiu: (11/2006-7/2007)
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Hai nhim v cn t c trong giai on ny l ng k v ban hnh quy ch s dng thng hiu. Nu nhn c s h tr t pha Nh nc th giai on ny c th hon thnh trong thi gian 9 thng. ng k thng hiu: Hip hi cn phi ng k thng hiu ca mnh th trng trong nc ln cc th trng xut khu chnh ca cc mt hng ny. Hin ti, cn hon tt vic ng k thng hiu trong nc, sau tip tc ng k thng hiu ti cc th trng xut khu. Xy dng quy ch s dng thng hiu cn thc hin cng lc vi ng k thng hiu nhm iu chnh mi quan h gia ch s hu thng hiu (Hip hi) vi ngi s dng thng hiu (h sn xut, kinh doanh) Bc 3: Qung b v khai thc 8/2007-2/2008 Thng 8 l thi im nhn thu hoch nn Hip hi cn c chin lc hp l qung b thng hiu. Qu trnh qung b thng hiu bao gm nhiu hot ng lin tc v gn b vi nhau nhm nui dng v c nh hnh nh thng hiu trong tm tr khch hng, thu ht, gy n tng tt cho khch hng v cht lng v dch v sn phm. Khai thc thng hiu l nhm pht huy li th ca thng hiu thng qua cc yu t thng hiu nng cao gi tr thng hiu. Hot ng ny cn tin hnh song song vi qung b thng hiu nng cao lng trung thnh ca khch hng, a sn phm tt nht n ngi tiu dng. Giai on 2: Xy dng thng hiu c bit (3/2008 -3/2009) Khi thng hiu tp th i vo thc t th mi x, mi doanh nghip kinh doanh cn xy dng thng hiu ring cho mnh khng nh cht lng vt tri v nhng c trng, tnh cch ring ca x, doanh nghip . Quy trnh xy dng thng hiu ring cng ging nh xy dng thng hiu tp th. Lc ny, Hip hi s duy tr v cng c thng hiu tp th ng thi h tr cc x, doanh nghip trong vic gn thng hiu tp th vo thng hiu c bit. Bn cnh vic tip tc pht trin nhng kt qu m tnh Hng Yn to nn trong xy dng thng hiu, quan im ca nhm tc gi l phi thi y mnh cc hot ng xc tin thng mi v qung b thng hiu bi thng hiu nhn lng Hng Yn t lu ni ting, do vy cc hot ng ny s gp phn xy dng thng hiu nhn lng Hng Yn hiu qu hn. Ngoi ra, nhm tc gi cng a ra quan im cn xy dng v cng c li cc yu t thng hiu cha hp l thit k ra mt h thng nhn din thng hiu hon chnh trong quy trnh xy dng thng hiu m Hng Yn ra. II. XUT MT S PHI PHP XY DNG THNG HIU CHO NHN LNG HNG YN 1. i vi Chnh ph 1.1. Hon thin t chc v qun l cc hip hi ngnh ngh: Chnh ph cn xy dng c s php l cho hot ng ca cc Hip hi, xc nh hnh lang php l chung i vi vic t chc v qun l Hip hi, bao gm vic xc nh c th hn th tc thnh lp, st nhp, gii th Hip hi, quyn v ngha v ca Hip hi v quy nh bin php qun l nh nc i vi Hip hi. T vic xc lp hnh lang php l chung i vi cc Hip hi, Chnh ph cn th ch ha cc mi quan h phi hp cng tc gia cc Hip hi vi cc c quan chnh quyn, nhm tng
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bc to mt c s php l v nng lc php l cho Hip hi. Chnh ph gip nng cao vai tr ca Hip hi trong qun l ngnh hng bng cc hnh thc: T chc cc chng trnh nng cao nng lc hot ng Hip hi trong cng tc o to, tp hun i vi cn b lm cng tc Hip hi cn c ch . To iu kin cho hip hi tham gia mt cch tch cc hn vo cc chng trnh pht trin kinh t- x hi theo hng: giao nhim v, t hng cho hip hi thc hin mt s cng vic c lin quan n chc nng nhim v ca Hip hi. To iu kin cho Hip hi tham gia cng tc t vn, phn bin, tham gia vo vic xy dng k hoch chin lc pht trin ngnh v ng gp kin xy dng vn bn quy phm php lut c lin quan n ngnh, lnh vc. 1.2. H tr ti chnh trong giai on u ca thng hiu (theo qui nh ca WTO) iu kh khn nht cho cc a phng v doanh nghip hin nay trong vn xy dng v bo h thng hiu l s hn ch v ngun ti chnh. Do , Nh nc nn c cc chnh sch cho vay u i v ti chnh di hn cho cc doanh nghip, cc h sn xut, cc a phng ang trong qu trnh xy dng thng hiu. Nhng chnh sch ny nn c nhng iu kin km theo trnh tnh trng lm dng vn vay nh: nhng vn bn chng minh vic ng k thng hiu, kh nng duy tr c hnh nh v thng hiu ca mnh (qua vic u t vo sn xut v cht lng sn phm hin ti); gii trnh v ngun vn mun vay 1.3. Xy dng c ch h tr thng tin Thng tin ang l mt trong nhng im yu nht ca cc doanh nghip Vit Nam. S thiu ht thng tin mi v kp thi lm cho nhiu doanh nghip gp kh khn trong vn ng k v bo h thng hiu cho sn phm. Do , Nh nc vi vai tr l ngi qun l, nn c s ci thin hn na cc knh thng tin: sch bo, truyn thanh, truyn hnh,cho cc doanh nghip v h sn xut. ng thi, cn thnh lp cc t v tuyn truyn, gii p, t vn cc vn v thng hiu v kinh doanh ti cc a phng kp thi thu hp nhng l hng v kin thc thng hiu cho cc doanh nghip v cc h gia nh. 2. i vi cc S, ban ngnh a phng 2.1. Pht trin h thng c s h tng ca a phng y mnh pht trin h thng giao thng p ng c nhu cu m rng sn xut ca a phng. Kt hp vi vic ci to, duy tr v bo dng h thng ng x hin c, nng cp cht lng ng giao thng lin huyn, lin x v cc ng ni vi cc t im kinh t, dch v v thng mi; b tng ha, nha ha h thng ng x. Pht trin h thng thng tin lin lc. Cc cp chnh quyn v cc hip hi ngnh ngh cn c s h tr trong vic cung cp cc thng tin v cc mt kinh t, vn ha, x hi, c bit l cc thng tin v th trng v cng ngh cc doanh nghip v cc h sn xut nng cao kin thc v nm bt kp thi nhng thng tin v kinh t th trng, iu chnh sn xut theo yu cu ca th trng. 2.2. Gn kt qung b sn vt a phng v du lch Hnh thc kt hp cc tour du lch v qung b, y mnh tiu th sn phm khng cn qu xa l nht l vi nhng a phng ni ting c v du lch v sn vt truyn thng nh: Hu, Nng, Bn Tre Qua qu trnh nghin cu, nhm tc gi nhn nh Hng Yn c nhng iu
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kin rt thun li p dng hnh thc kt hp ny cho vic qung b thng hiu nhn lng Hng Yn. 2.2.1.Tim nng du lch ca Hng Yn thun li gn kt qung b sn phm a phng Hng Yn l mt tnh ng bng Bc B, c v tr v h thng giao thng ng b, ng thy, ng st thun tin cho giao lu pht trin kinh t, vn ha, x hi. Hng Yn l qu hng ca ng la vn cy, h sen v nhng c sn ni ting nh nhn lng, cam ng canh. Hng Yn l ni pht tch ca nhng danh nhn nh i danh y Hi Thng Ln ng, tng qun Phm Ng Lo, l qu hng ca c Tng b th Nguyn Vn Linh, v cng l qu hng ca thn mu Bc H. Hng Yn cng l kho tng vn ha dn gian c sc ca ng bng chu th sng Hng vi nhng ln iu cho, ht o, ht trng qun mt m m thm gn lin vi nhiu di tch lch s vn ha ni ting nh: Ph Hin, khu tch a Ha D Trch gn lin vi truyn thuyt Ch ng T - Tin Dung. Theo thng k, ton tnh c hn 900 di tch lch s vn ha, trong c 132 di tch c xp hng quc gia cng hng ngn ti liu v hin vt c c gi tr.[1] c bit l qun th di tch Ph Hin, Hm T, Bi Sy, l ngun ti nguyn du lch vn ha c gi tr cho pht trin du lch. Mt cc di tch ln tp trung hnh thnh 3 cm l: Th x Hng Yn Kim ng; khu vc Ph Ni - Yn M v khu vc a Ha, D Trch huyn Khoi Chu (Ph lc 16 : Mt di tch trn a bn tnh) Nhm tc gi nhn nh nhng tim nng khng nhng cho php Hng Yn pht trin du lch vn ha m cn to c hi thun li kt hp qung b cho thng hiu nhn lng Hng Yn c sn ca a phng ti khch tham quan. c th bin tim nng du lch thnh c hi qung b sn phm, chng ti xut mt s hot ng nh sau: 2.2.2. Mt s hnh thc kt hp du lch v qung b c sn a phng Thit lp cc im by bn sn phm nhn lng Hng Yn ti cc im du lch. Tm l ca khch du lch khi n thm vng t no cng u mun mang v mt cht sn vt c trng ca vng t y. c sn nhn lng Hng Yn ca a phng chnh l mn qu khng th thiu cho du khch. thc hin mc tiu l qung b cho thng hiu nhn lng Hng Yn, cc im bn hng c thit k v trang tr theo cng mt phong cch, mang y nhng c im ca h thng nhn din thng hiu sn phm bao gm: logo, khu hiu, poster,... Tt c cc sn phm by bn u c bao gi trong bao b thit k ring mang nhn hiu nhn lng Hng Yn. Nhn vin bn hng mc ng phc c in logo sn phm Ngoi tc dng qung b, nhng quy hng ny chnh nhng a im bn hng thun li cho php y mnh tiu th sn phm. Kt hp bn long nhn vi nhng sn phm b sung, to thnh nhng cp sn phm nh long nhn - ht sen, thuc bc long nhn. Ch long nhn t lu l mt mn n tao nh ni ting thm ngon. (Ph lc 23: Ch long nhn, nt duyn ngm ca tri t.) Nguyn liu nu ch ngoi long nhn cn c ht sen cng l mt trong nhng sn vt ni ting ca Hng Yn. By bn cp sn phm long nhn v ht sen, tng km cng thc nu ch to khng nhng to thun li cho ngi tiu dng m cn lm tng s hi lng cho khch hng mi khi nh n thng hiu nhn lng Hng Yn. Bn cnh , long nhn cn l mt v thuc nhn dn c tc dng cha mt s bnh v bi b cho sc khe. Long nhn nhc cng l mt nguyn liu qu trong cc thang thuc c truyn. (Ph lc 22: Long nhn cha cc chng khng ng, hay qun). Kt hp bn long nhn cng nhng sn phm b sung gip tng sc tiu th cho sn phm chnh. Sn xut v by bn nhng sn phm lu nim c hnh nh ca qu nhn lng. Cng nh mt chm nhn ti hay mt hp long nhn, nhng mn lu nim by bn ti cc im
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du lch Hng Yn s l nhng mn qu rt hp dn vi du khch, nht l du khch nc ngoi. Nhng mn lu nim ny c th l nhng chic mc cha kha xinh xinh hnh chm nhn, nhng tm bu nh bit ni chp nhng vn nhn xum xu hay hnh nh nhng ngi nng dn cn c lao ng chm bn cho vn nhn ca mnh. Dn dng v biu din nhng tit mc ngh thut c sc c ni dung k li nhng tch xa v cy nhn T ca Ph Hin, tch nhn lng tin vua nhm gip du khch c th hiu thm v ngun gc cng nh gi tr ca c sn nhn lng. y khng phi l mt hnh thc qung co trc tip khch hng mua sn phm ngay m c tc dng lu di, gip nh v thng hiu nhn lng Hng Yn trong tm tr nhng khch hng tim nng. Khng gn sn phm vi gi tr thng mi hay gi tr kinh t, nhng tit mc ngh thut trn gip tuyn truyn gi tr vn ha ca nhn lng Hng Yn, gi tr c k tha t truyn thng lu i ca vng t Ph Hin giu truyn thng. 2.2.3. Nhim v ca cc C quan hu quan trin khai thc hin nhng hot ng trn mt cch hiu qu cn c s tham gia tch cc v phi hp ng b ca nhiu C quan a phng nh UBND, S Thng mi v Du lch, S k hoch v u t, S Nng nghip v pht trin nng thn tnh Hng Yn Xy dng thng hiu cho nhn lng Hng Yn khng phi l nhim v ca ring Hip hi nhn lng Hng Yn m cn l nhim v mang tnh chin lc y mnh pht trin kinh t ca tnh Hng Yn. Cc c quan hu quan cn phi hp thc hin nhng nhim v nh sau: Hon thin c ch chnh sch v du lch ph hp vi yu cu, to iu kin pht trin tt nht tim nng du lch ca tnh. Trin khai tu b, trng tu cc di tch lch s vn ho cho cc khu du lch trng im, trc mt u tin khu du lch Ph Hin, Ph Ni, a Ha-D Trch, n ng... Pht huy ti a mi ngun vn u t v pht trin, xy dng c s h tng cc khu du lch, cc khu vc c cnh quan mi trng sinh thi thun li cho pht trin du lch, dch v. 3. i vi Hip hi nhn lng Hng Yn 3.1. Kin ton c cu t chc ca Hip hi Hip hi ng vai tr ht sc quan trng trong vic xy dng v pht trin thng hiu nhn lng Hng Yn. Hip hi chnh l n v ch qun trong vic ng k, qun l v qung b thng hiu nhn lng. Chnh v th, cn phi kin ton li c cu t chc ca Hip hi pht huy vai tr v tng cng cc hot ng ca Hip hi mt cch hiu qu. Chng ti xin kin ngh c cu t chc ca Hip hi nh sau: Hnh s 8: S c cu t chc ca Hip hi nhn lng Hng Yn
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Ch tch Ph Ch tch 1 Ph Ch tch 2
Ban o to nhn lc
Ban Tuyn Truyn
Ban Qun l cht lng
Ban xy dng thng hiu
Ban Xc tin thng mi
Cc ban u c t chc v lm vic theo c ch y quyn. Lnh o ban gm mt Trng ban v mt s Ph ban. Trng ban chu trch nhim trc ton th Hip hi. Cc Ph ban gip Trng ban ph trch v mt hoc mt s mt cng tc theo phn cng ca Trng ban; chu trch nhim trc Trng ban v nhim v c phn cng. Trong trng hp vng mt, Trng ban u quyn cho mt Ph ban iu hnh cc hi vin; hot ng ca Ban v chu trch nhim v cc quyt nh ca Ph ban c u quyn. Vic b nhim, min nhim Lnh o ban thc hin theo iu l ca Hip hi. 3.1.1. Ban o to nhn lc Ban c trch nhim o to cc cn b nng ct v lnh o cng nh k thut phc v cho vic pht trin sn xut v xy dng thng hiu nhn lng Hng Yn. Hot ng ca ban c vai tr quyt nh trong vic nng cao cht lng v chuyn mn ca i ng lnh o v hi vin trong Hip hi nhn lng Hng Yn. 3.1.2. Ban tuyn truyn Nhim v ca Ban Tuyn Truyn l pht ng phong tro xy dng thng hiu nhn lng Hng trn a bn ton tnh. Th nht, Ban tuyn truyn s l cu ni gia Hip hi v cc h sn xut. Ban c nhim v v tng h sn xut tuyn truyn k thut thm canh thng qua cc hnh thc tuyn truyn bng ming, hoc pht ti liu hng dn p dng k thut mi. T chc cc bui ni chuyn, gii p thc mc ca ngi dn v cch p dng cc k thut ny sao cho hiu qu nht. Th hai, Ban tuyn truyn c nhim v pht trin s lng thnh vin Hip hi. Hin ti, vi s lng thnh vin kh khim tn ca Hip hi- 60 thnh vin- rt kh c th pht ng mt phong tro xy dng thng hiu rng ri trong ton tnh. Ban tuyn truyn phi hp vi cc thnh vin tch cc vn ng cc h sn xut tham gia vo Hip hi. Th ba, Ban tuyn truyn phi hp vi lnh o Hip hi tch cc biu dng nhng h sn xut p dng thnh cng k thut mi v thu c nhng sn phm tha mn yu cu cht lng m Hip hi ra. Hot ng ny nhm khuyn khch cc thnh vin Hip hi khng ngng nng cao cht lng sn phm. ng thi, nng cao s lng sn phm t cht lng cao. 3.1.3. Ban qun l cht lng sn phm Ban qun l cht lng nhn lng Hng Yn l n v qun l trc thuc Hip hi nhn lng Hng Yn. Vi s tr gip ca S khoa hc cng ngh tnh Hng Yn, thc hin chc nng nghin cu v ban hnh cc tiu chun ho cht lng sn phm nhn lng Hng Yn v thc hin kim tra, gim st cc n v sn xut, kinh doanh thc hin ng cc tiu chun . Nhim v, quyn hn ca Ban qun l cht lng:
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T chc xy dng quy trnh k thut thm canh nhn, thu hoch v ch bin cc sn phm m bo tiu chun cht lng sn phm do Hip hi ra. Vn bn ha cc tiu chun cht lng cho nhn hiu sn phm nhn lng Hng Yn. Kt hp vi Ban tuyn truyn thc hin cng tc thng tin, tuyn truyn v tiu chun ho cht lng cc loi sn phm ca nhn lng Hng Yn. Tham gia hng dn cc cc n v sn xut v kinh doanh nhn p dng tiu chun v quy nh k thut; hng dn cng b ph hp tiu chun. Thc hin cp chng nhn ph hp tiu chun v quy nh k thut cho nhng h sn xut p dng ng qui trnh k thut, sn phm thu hoch t cht lng cao Thc hin o to, bi dng k thut thm canh cho cc thnh vin trong Hip hi. Thc hin kim tra, gim st cc qui trnh sn xut, thu hoch, ch bin nhn ca cc Hi vin. m bo mi hi vin u p dng qui trnh k thut tiu chun. Phi hp vi Cc qun l th trng, cc S ban ngnh lin quan pht hin kp thi v ngn chn hnh vi gi mo thng hiu nhn lng Hng Yn. 3.1.4. Ban xy dng thng hiu Nhim v ca Ban l y mnh hot ng xy dng thng hiu nhn lng Hng Yn. Chnh v th hot ng ca Ban cng rt a dng, bao gm: thit k cc yu t thng hiu, xy dng quy trnh xy dng v qun l thng hiu, thit lp chin lc xy dng thng hiu v xc tin qung b thng hiu. Ban xy dng thng hiu cn phi hp vi cc ban khc trong Hip hi hot ng mt cch hiu qu. 3.1.4. Ban xc tin thng mi hot ng xc tin tiu th v pht trin th trng c thc hin mt cch c h thng v hiu qu hn, chng ti xut thnh lp Ban xc tin thng mi trc thuc Hip hi nhn lng Hng Yn Mc tiu ca Ban xc tin thng mi - Tm kim v m rng th trng - Pht trin mng li phn phi sn phm nhn ti v long nhn Hot ng ca Ban xc tin thng mi a) y mnh knh phn phi nhn Nghin cu v m rng th trng ni a bng cch thit lp cc knh th trng xa nh min Trung v min Nam nhm hn ch ti a s mt cn i cung cu trn th trng v gim thiu nhng ri ro trong sn xut v tiu th. Xy dng knh hng ring cho sn phm nhn lng c cht lng cao thng qua vic xy dng mi quan h gia cc i l ln, cc ch thu gom v cc ch bun u tiu th. Thng nht cc tiu ch v mt cht lng sn phm trong giao dch gia cc trung gian thng mi ln vi ngi sn xut v ngi kinh doanh u ra. Hip hi nhn lng cn thit lp mi quan h vi cc trung tm thng mi, cc siu th nh Metro, Big C nhm pht trin v thc y tm nh hng ca hi.
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Lin kt vi cc cng ty phn phi v bn l chuyn nghip nh Tp on Ph Thi nng cao thng hiu v gnh bt nhng kh khn cho ngi dn v vn tm u ra cho sn phm. Ph Thi hin l nh phn phi uy tn hng u ti Vit Nam, vi kinh nghim 13 nm trong lnh vc phn phi, Tp on ny ang c mt lot cc hot ng phn phi cc nng sn nh vi thiu Thanh Htrong chng trnh chng trnh xy dng thng hiu Fresh Corner ca tp on phn phi hng tiu dng Ph Thi. Nu lin kt thnh cng vi Ph Thi, sn phm nhn lng Hng Yn s c mt ti trn 200 siu th, 2.000 i l bn bun, hn 100 nh phn phi ph v xp x 50.000 i l bn l trn ton quc. Xy dng cc ca hng n ung kt hp vi kinh doanh nhn ti v cc sn phm khc nh long nhn, nhn ti ng hp ti Ph Ni, quc l 5, quc l 39A, 39C phc v cho khch du lch v hnh khch tham quan khi i qua a bn tnh Hng Yn. y l mt m hnh p dng kh thnh cng cho cc sn vt a phng khc nh Bnh u xanh Hi Dng, tng bn, bnh tt Hi Dng... Cc hnh khch khi i cc tnh nh Nam nh, Thanh Ho v cc tnh min Trung s c th dng chn mua cc sn phm nhn. y l hnh thc qung b thng hiu v xc tin tiu th kh hiu qu nu c p dng. b) Xy dng mng li bn hng c uy tn v hiu qu Tn dng trit mng li, knh phn phi v hoa qu uy tn sn c trn cc th trng nh cc quy hoa qu ti cc ch, cc quy rau qu sch, cc siu th s gip ci thin u ra cho sn phm. Tuy nhin cn trnh khng s dng nhng ngi bn rong v rt d gy mt thin cm i vi sn phm s 1 ny. Thit lp h thng cc i l tiu chun chuyn cung cp cc sn phm nhn nh nhn ti, long nhn, nhn ng hp mang thng hiu nhn lng Hng Yn. Cc i l ny s c t cc thnh ph ln v huyn l trong c nc. T cc i l ny c th thit lp thm cc chi nhnh (i l cp 1, 2...) di s qun l ca cc i l tiu chun nhm a sn phm n c vi ngi tiu dng c nc. Quy nh cc iu l v mc u i c th v gi, khi lng tiu th, cch trang tr quy, ca hng thng nht trn th trng i vi cc i l ny. Hi nhn lng tnh Hng Yn, cng s ban ngnh cn thnh lp Ban iu tra th trng gim st hot ng ca cc i l ny c bin php qun l v iu chnh thch hp, ng thi kim sot c th trng tiu th. c) Tm kim c hi xut khu m rng th trng Hin th trng nhp khu chnh long nhn ca Vit Nam ni chung v ca Hng Yn ni ring l Trung Quc. Tuy nhin th trng ny l th trng ni ting vi rt nhiu mnh p gi nn ngi trng v ch bin nhn ca ta c rt nhiu thit thi. Cn nhn thy Trung Quc l mt th trng ln, li l nc lng ging nm ngay bn cnh nc ta nn khng th b qua c. Hin nay, th trng Trung Quc nhp khu long nhn mi ch l mt s con bun cc tnh gn bin gii, th trng ln v giu c phi l Hng Kng, Bc Kinh, Thng Hi, Thm Quyn... Cn c nhng i l tiu th v phn phi sn phm cc thnh ph ny. Vi s dn khng l ca cc thnh ph ny, ch cn 200.000 ngi tiu dng sn phm long nhn ca ta vi trung bnh 1 kg/ngi/nm l Hng Yn tiu th c 200 tn long nhn, chim 33,33% sn lng mt v nhn hin nay ca ton tnh Hng Yn. Bn cnh cng khng th b qua cc nc trong khi ASEAN c thu nhp cao nh Singapore, Malaysia, Brunei. Ti cc nc Chu u, Chu M... th nhng ngi tiu dng tim nng trc ht l 2 triu Vit Kiu ang sinh sng v lm vic. Cng vi phn tch ny, nu ch 10% trong tng s Vit Kiu tiu dng sn phm long nhn vi s lng trung bnh 0.5kg/ngi/nm th ta tiu th c 100 tn nhn chim hn 16% sn lng long nhn ton tnh Hng Yn hin nay.
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3.2. Thit k li cc yu t thng hiu cho ph hp
Mu giy vit th v phong b
Bao b sn phm
ng phc bn hng
M hnh gian hng
N h
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phn tch chng II, thng hiu nhn lng Hng Yn mi ch c to dng logo v khu hiu. Tuy nhin hai yu t ny t ra cha ph hp v nht l cha thng nht hi ha vi nhau. Nhm tc gi lm vic vi Cng ty Qung co Sng to Galaxy Creative v c Cng ty t vn thit k mi h thng nhn din thng hiu nhn lng Hng Yn gm nhng yu t: logo, bao b sn phm, poster dn ln xe ch hng, ng phc ca ngi bn hng(Ph lc 5: Thuyt minh tng thit k biu trng mi cho thng hiu nhn lng Hng Yn; Ph lc 6: Thit k chi tit h thng nhn din thng hiu cho nhn lng Hng Yn). 3.3. y mnh qung b thng hiu nhn lng Hng Yn 3.3.1. Qung co Trong ba phng tin qung co hng u hin nay, truyn hnh, vi s kt hp sinh ng gia hnh nh v m thanh vn ang gi vai tr s mt. Tuy nhin cng vi nhng li th ca loi hnh qung co ny l chi ph rt cao. Trong khi , qung co trc tuyn hay qung co trn mng Internet ang ngy cng tr nn hiu qu, c sc thu ht khch hng cao Sau khi nghin cu v hiu qu cng nh chi ph ca loi hnh qung co tin tin ny, nhm nghin cu xin xut tng qung co trc tuyn cho sn phm nhn lng Hng Yn. Qung co trc tuyn c th c phn chia theo ba hnh thc sau y: Th nht, t banner qung co trn cc website khc; Th hai, Pop-up: qung co t ng xut hin khi m mt website Th ba, to dng mt website ring cho sn phm. Mt hng nhn lng Hng Yn ang nhng bc u ca qu trnh xy dng thng hiu, ty theo mc tiu ca tng giai on ca Hip hi v ngn sch ginh cho qung co, nhm nghin cu nhn nh hai hnh thc ph hp l t banner qung co v xy dng website ring. 3.3.1.1. t banner qung co Nhim v quan trng u tin khi p dng hnh thc qung b ny l chn lc c nhng website thch hp t banner qung co. Hin nay, vi con s trn 10 triu website ting Vit, vic xc nh c nhng website ph hp qung co cho sn phm khng phi l mt cng vic n gin. Nhm tc gi xin xut mt s phng n la chn website trong s nhng nhm website sau: Nhm nhng website tin tc c s lng ngi truy cp ln nh Tn website Lng ngi truy cp trung bnh Bo gi t banner Ph lc 10
Trang tin nhanh Vit Nam 4.000.000 lt/ ngy Vnexpress: www.vnexpress.net Bo in t ca bo Khuyn 2.600.000 lt/ ngy hc v Dn tr: www.dantri.com.vn Bo in t ca bo Tui tr: 2.550.000 lt/ ngy www.tuoitre.com.vn Bo in t Vietnamnet: 2.700.000 lt/ ngy www.vietnamnet.vn
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Website 24h: www. 24h.com
1.500.000 lt/ ngy
Nhm nhng website qung b thng hiu, c bit l nng sn Vit Nam Vietnam Trade Fair: www.vietnamtradefair.com y l website xc tin thng mi kh uy tn ca Vit Nam hin nay ng thi l i tc tin cy ca cc Cng ty t chc Hi ch trin lm trong nc v ngoi nc. Website to c hi giao thng, mua bn, xc tin thng mi cho ton th x hi thuc mi thnh phn kinh t, m rng giao lu kinh t, thit lp v pht trin cc mi quan h khch hng bng cch kt ni doanh nghip vi doanh nghip, doanh nghip vi ngi tiu dng v mang li tin ch cho ngi s dng. Ngoi ra, VietnamTradeFair. Website Thng hiu Vit Nam www.thuonghieuviet.com.vn y l website trin lm thng hiu Vit Nam trn mng Internet, l sn phm ca s phi hp gia Cc Xc tin Thng mi (B Thng mi) v Thi bo Kinh t Vit Nam. Mc ch ca website l xy dng, pht trin, qung b thng hiu v bo v quyn li hp php ca cc doanh nghip sn xut v kinh doanh ti Vit Nam. Tham gia vo website ny, thng hiu nhn lng Hng Yn c c hi thun li tham gia v Trin lm thng hiu Vit Nam t chc thng nin, c u tin qung b trn Thi bo Kinh t Vit Nam v cun sch Trang vng Thng hiu Vit Nam. Nhm website qung co, hng dn tiu dng Cm nang tiu dng: www.camnangtieudung.net Ngi tiu dng Vit Nam: www.nguoitieudungvietnam.com Nhm website qung b du lch Cm nang du lch: www.webdulich.com Tin tc du lch trc tuyn : www.vietnamtourism-info.com Mng du lch: www.mangdulich.com Du lch Vit Nam : www.vietravel.com.vn 3.3.1.2. Xy dng website ring Xy dng website ring cho sn phm l hnh thc qung co quen thuc hin nay vi nhng tnh nng u vit nh thi gian ng ti thng tin khng b ngt qung, truy cp d dng. y c coi l mt hnh thc qung co rt kinh t v hiu qu. Xt trong chin lc tng th lu di, nhn lng Hng Yn cn c mt website ring cho mnh. Mc ch xy dng website l gii thiu v sn phm nhn lng Hng Yn, cung cp thng tin v gi c, cht lng sn phm, thng tin v nh sn xut Qua , ngi tiu dng c th hiu thm v sn phm, nhng i tc tim nng c nhu cu t mua sn phm vi s lng ln c th trc tip lin h vi nh sn xut hay Hip hi. Nhm nghin cu lm vic cng cng ty Gii php Pht trin phn mm v Gii php tin hc Unicorn v c t vn xy dng n Xy dng website cho Hip hi nhn lng Hng Yn . (Ph lc 8 : n Xy dng website cho Hip hi nhn lng Hng Yn v mu thit k giao din cho website). 3.3.2. T chc v tham gia cc hi ch
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Bn cnh Hi ch nhn t chc ti a phng vo v nhn hng nm, nhm tc gi xut mt s tng t chc hi ch sau y T chc L hi hoa qu tnh Hng Yn : Mc ch: ca Hi ch l ni by bn sn phm cho tt c cc loi hoa qu ca tnh c cng thi gian thu hoch trong khong thng Tm. Hi ch cn l ni cc nh sn xut kinh doanh gp g trao i v tm i tc u t, xc tin thng mi, m rng mng li phn phi v tiu th sn phm. S ch ca nhng ngi dn a phng, khch du lch, s quan tm ca cc phng tin thng tin i chng n nhng hot ng th v v phong ph ca L hi chnh l c hi qung b rng ri cho sn phm. Nhng mt hng tham d hi ch: Hoa qu ti nh : Nhn, Cam, Kh, Da hu, Nho, Chui, Hng B ; nc p hoa qu; nhng sn phm ch bin t hoa qu ti nh : nho sy, vi sy, long nhn, thch vi Mt s hot ng ca l hi c th bao gm : o Khu tp trung cc gian hng by bn hoa qu ti. Khu cc gian hng bn sn phm ch bin t hoa qu. o Khu m thc : cc mn n ch bin t hoa qu: ch hoa qu, sinh t, thch o Gian trng by cc tc phm ngh thut lm t hoa qu. (nh 5 phn Ph lc) o Khu biu din vn ha ngh thut o Khu tr chi Tham d cc hi ch quc t ti Vit Nam hoc ca Vit Nam nc ngoi nh EXPO, Agroviet, Alger Nhng hi ch quc t gip qung b thng hiu nhn lng Hng Yn ra nc ngoi, m ng cho nhng c hi xut khu sn phm ra th trng quc t. 4. i vi cc h sn xut v kinh doanh nhn 4.1. Nng cao thc xy dng thng hiu sn phm Hin nay, cc h sn xut v cc h kinh doanh nhn lng ni chung vn cha nhn thc y v thng hiu v kin thc v thng hiu vn cn hn ch. xy dng thng hiu v cnh tranh c trn th trng, vic u tin m cc h sn xut phi lm l thay i, nng cao nhn thc ca chnh mnh v xy dng v bo v thng hiu hng ho. Cc doanh nghip cn nhn thc c tm quan trng ca thng hiu v cc thc ng k nhn hiu hng ho trong v ngoi nc. Bn cnh , cn thng xuyn theo di thng tin v tnh hnh ng k nhn hiu qua "Cng bo S hu Cng Nghip" kp thi x l mi s lm dng, gy nhm ln nhn hiu vi mnh. i ng cn b ph trch hot ng xy dng v pht rin thng hiu cn khng ngng bi dng, trang b kin thc v thng hiu a ra chin lc pht trin ph hp. Cc h sn xut, cc doanh nghip kinh doanh cn nhn thc quyn li v ngha v ca mnh trong vic xy dng thng hiu, cn tch cc tham gia Hip hi nhn lng Hng Yn, t thc hin c hiu qu cc chnh sch xy dng v pht trin thng hiu tp th v thng hiu c bit. 4.2. Nng cao cht lng v a dng ho sn phm Thng hiu v cht lng c mi quan h mt thit vi nhau. Cht lng li bt ngun t khu sn xut, ch bin chnh v th cc h sn xut cn khng ngng nng cao cht lng v a dng ho sn phm ch bin t nhn. iu ng mng l hu ht cc h sn xut, kinh doanh
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nhn u thc c iu ny v n lin quan trc tip ti li ch kinh t ca h. Tuy nhin, h vn cha nhn thc c tm quan trng ca vic nng cao cht lng nhn i vi vic xy dng v pht trin thng hiu nhn lng Hng Yn nn cht lng qu sn xut ra vn cha thc s ng u. Cht lng l mt khi nim tng hp ca cc yu t nh gi c, iu kin cung cp, cht lng phc v, dch v sau bn hng...Nng cao cht lng phi l hot ng xuyn sut t khu sn xut, n tiu th v cc dch v lin quan. Nh vy, cc h sn xut cn tun th k thut thm canh, m bo v sinh trong khu thu hoch, ch bin nhn, t gic kim tra cht lng. Cc h sn xut, kinh doanh cn ng gi sn phm, tiu th nhng sn phm c nhn mc hp l.
KT LUN
Trong cuc cnh tranh khc lit trn thng trng hin nay, ng k v bo h thng hiu lun l mt trong nhng yu t quyt nh s thnh cng ca doanh nghip. T nhng bi hc ca cc hng Trung Nguyn, thuc l Vinataba, nc mm Ph Quc, sa Vinamilk, b mt nhn hiu trn cc th trng ln, ta c th khng nh vn thng hiu ang l chin lc quan trng cho cc nh sn xut v kinh doanh nu mun pht trin v m rng trn th trng trong nc v nc ngoi. Vi nh hng chuyn i c cu cy trng v m rng din tch trng nhn tnh Hng Yn nh hin nay, th vic sn phm nhn lng Hng Yn dn tin nhng bc vng chc ra th trng v tr thnh mt trong nhng nhn hiu nng sn ni ting ca Vit Nam l mt tng lai khng xa. nh hng ny cn i i vi vic ng k v bo h thng hiu cho nhn trnh nhng trng hp ng tic c th xy ra sau ny. Bng vic phn tch cc quan im khc nhau v thng hiu, ti a ra mt cch hiu chung nht v thng hiu ly lm nh hng phn tch thc trng xy dng thng hiu nhn lng Hng Yn. Hot ng sn xut v ch bin nhn em li nhng gi tr kinh t nht nh i vi nhng ngi dn Hng Yn nhng v c bn vn cn mang tnh th cng, manh mn. Chnh v th trong quy hoch pht trin nng nghip, tnh Hng Yn t cy nhn l cy n qu ch lc ca tnh. Bn cnh vic quy hoch ton din v din tch, ging, quy trnh sn xut v ch bin, Tnh cng xc tin xy dng thng hiu cho nhn lng Hng Yn. Tuy nhin, qu trnh ng k thng hiu vn cn bt cp, cn tn ti nhiu vng mc trong vic xy dng v qung b thng hiu. tin trnh xy dng thng hiu cho nhn lng sm c thc hin v t tnh hiu qu hn, nhm tc gi a ra mt s xut v l trnh c th, mong nh mt hng gii quyt mi cho vic xy dng thng hiu nhn lng Hng Yn cn ang gp nhiu kh khn v chm ch nh hin ti: i vi Chnh ph cn (i) hon thin cc quy nh ca php lut v thng hiu; (ii) Hon thin t chc v qun l cc hip hi ngnh ngh. Cc b, ngnh v a phng cn(i) Phi hp hot ng gia U ban nhn dn v cc S lin quan; (ii) y mnh nghin cu, ng dng cng ngh hin i nng cao cht lng sn phm; (iii) Gn kt sn vt a phng vi du lch. i vi Hip hi nhn lng Hng Yn cn (i) kin ton c cu t chc ca Hip hi; (ii) Thit k li cc yu t thng hiu cho ph hp; (iii) Tng cng qung b thng hiu nhn lng Hng Yn.Cn vi cc h sn xut cn (i) nng cao thc xy dng thng hiu sn phm, (ii) nng cao cht lng v a dng ho sn phm. Khng cn lu na nhn lng Hng Yn s chnh thc bc vo lng thng hiu nng sn ca Vit Nam. L nhng ngi con Hng Yn, nhm tc gi rt ho hc n ch ngy ny, khi m c sn ca tnh nh, nim t ho ca mi ngi dn c ngi tiu dng c nc cho
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n v cng nhn, c lut php bo h. ri mi khi gii thiu vi du khch nc ngoi mua sn phm nhn c in lg ca thng hiu nhn lng, th chng ti c th yn tm v cht lng cng nh uy tn ca sn phm. Ngi tiu dng chc chn s khng phi cn nhc hay n o mi khi mun tm mua sn phm nhn lng chnh gc na. V khi khng nhng hnh nh Hng Yn m hnh nh ca Vit Nam s c nng ln mt tm cao mi.
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(YRC) - Giai Phap Xay Dung Thuong Hieu Cho Nhan Long Hung Yen

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LI M U

Nhn ti Long nhn Cc mt hng khc

Nhn loi 1 Nhn loi 2 Nhn nt, v

Hnh s 4:C cu th trng tiu th ca nhn ti v long nhn

Ch tch Ph Ch tch 1 Ph Ch tch 2

Ban Tuyn Truyn

Ban Qun l cht lng

Ban xy dng thng hiu

Ban Xc tin thng mi

3.2. Thit k li cc yu t thng hiu cho ph hp

Mu giy vit th v phong b

M hnh gian hng

Website 24h: www. 24h.com

1.500.000 lt/ ngy

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