(YRC) - Kha Nang Canh Tranh Cua He Thong Sieu Thi Tai Ha Noi Truoc AP Luc Hoi Nhap Kinh Te Quoc Te

B GIO DUC V O TAO
Tr- ng i hc Ngoi Th- ng

---------------------------------

TI THAM DU CUC THI
Sinh vin nghin cu khoa hc - i hc Ngoi Thng 2006

Kh nng cnh tranh ca h thng siu th
ti h ni tr-c p lc hi nhp kinh t quc t

Nhm ngnh:

H Ni, 07/2006

http://svnckh.com.vn
2

Danh mc bng biu

STT Tn bng Ni dung Trang
1 Bng 1.1 Phn loi siu th theo Quy ch siu th ca Vit Nam 3
2 Biu 2.1 S siu th, TTTM, ca hng t chn ti H Ni - c phn
loi theo Quy ch ST 2004
16
3 Biu 2.2 Phn b s l- ng siu th trn c n- c 2005 16
4 Bng 2.3 S l- ng siu th ca cc qun 17
5 Bng 2.1 Phn loi siu th theo tiu chun phn hng siu th
ca Quy ch siu th (nm 2005)
18
6 Biu 2.4 Phn loi siu th H Ni theo tiu chun phn hng siu th
18
7 Biu 2.5

L do khch hng n vi siu th 25
8 Bng 2.2 T l hng Vit Nam trong mt s siu th 26
9 Bng 2.3 Gi ca mt s mt hng tiu th thng xuyn 27
10 Biu 2.6 T l s l- ng siu th Vit Nam (tnh n cui nm 2005) Ph lc
2, tr3
11 Bng 2.4 S l- ng siu th, ch truyn thng, ca hng tin li ti
mt s quc gia Chu
Ph lc
2, tr4
12 Bng 2.5 Tnh hnh m mi siu th hng nm t 1996-2004 Ph lc
2, tr5
13 Bng 2.6 Kt qu kho st 13 th trng bn l hp dn nht th gii Ph lc
2, tr5
14 Bng 2.7 Thu nhp bnh qun mt thng trn c n- c Ph lc
2, tr6
15 Bng 2.8 Tng mc bn l hng ho v doanh thu dch v tiu dng
(theo gi thc t) xt theo a phng
Ph lc
2, tr7
16 Biu 2.7 Mc tiu dng ca khch hng ti siu th Ph lc
2, tr8
17 S 2.1 Nhng nhn t quan trng theo nh gi ca khch hng Ph lc
2, tr9
18 S 2.2 M hnh phn tch SWOT gia ch truyn thng v siu th Ph lc
2, tr10
19 Bng 2.9 Tng mc bn l hng ho v doanh thu dch v qua cc
nm
Ph lc
2, tr11
20 Bng 2.10 Thu nhp bnh qun u ng- i theo gi hin hnh Ph lc
2, tr11

3

21 Bng 2.11 T trng tiu dng cui cng trong GDP Vit Nam Ph lc
2, tr11
22 S : 2.3 Nhng yu t nh hng n hnh vi mua sm Ph lc
2, tr12
23
Bng 2.12 M hnh hnh vi ca ng- i tiu dng
Ph lc
2, tr13
24 S 2.4 M hnh 5 giai on ca qu trnh mua sm Ph lc
2, tr12
25 Bng 2.13 D bo th trng bn l Vit Nam Ph lc
2, tr14
26 Bng 2.14 Thu nhp bnh qun mt thng trn c n- c Ph lc
2, tr14
27 Bng 2.15 Chi tiu bnh qun nhn khu mt thng theo gi hin hnh Ph lc
2, tr15
28 Bng 2.16 C cu chi tiu ca ng- i tiu dng Vit Nam Ph lc
2, tr17

4

Li ni u

1. Tnh cp thit ca ti
Phn phi hng ho c vai tr rt ln i vi nn kinh t ni chung v vi bn thn
doanh nghip ni ring. N khng ch gip nh sn xut - a hng ho ti tn tay ng- i tiu
dng, p ng mt cch tt nht nhu cu a dng ca h, m cn gip doanh nghip tip cn
tt hn vi thng tin t th trng, gim chi ph v ri ro v th trng tiu th, nng cao li
th cnh tranh ca mnh. Hin nay, cng vi xu th hi nhp v m ca, ngy cng c nhiu
hnh thc phn phi hng ho tin li v hin i xut hin m ph bin hn c l phn phi
qua h thng siu th. M hnh bn l vn minh v tin tin ny gp phn lm tng tng
mc bn l ca c n- c vi doanh thu bnh qun 35-40 triu ng/ngy/siu th, lm tng khi
l- ng l- u chuyn hng ho, thc y s pht trin ca vn minh thng nghip ngnh Th- ng
mi, ng gp vo cng cuc cng nghip ho, hin i ho t n- c.
Tuy nhin, vic hi nhp vo nn kinh t quc t s khin cc doanh nghip kinh doanh
siu th ti Vit Nam ng tr- c mt p lc cnh tranh gay gt v c nguy c tt hu so vi
cc siu th n- c ngoi. Tnh hnh cnh tranh tr nn phc tp hn khi nng lc cnh tranh ca
cc siu th ti Vit Nam, c bit l ti Th H Ni, cn yu, mt s mt cn km xa so
vi cc siu th trn th gii. H Ni l a phng c s l- ng siu th nhiu nht c n- c
(101 siu th
1
), tuy nhin h thng siu th y ang tn ti nhiu im bt cp, thm ch c
mt s im cn ch- a bng nhng siu th pht trin ti cc tnh, thnh ph khc. V d nh-
mc vn u t- kinh doanh thp, hng ho ch- a phong ph, trnh qun l yu km, trnh
cng ngh cha hin i, cht lng dch v khch hng cha cao,
Vi mong mun tm hiu v nh gi nhng thch thc m h thng cc siu th ti H
Ni ang gp phi; phn tch mt cch ton din v su sc thc trng nng lc cnh tranh ca
cc siu th tm ra nhng mt hn ch cng nh- cc nguyn nhn ca chng; t - a
ra cc gii php v kin ngh nhm nng cao kh nng cnh tranh ca cc siu th ti H Ni
trong qu trnh hi nhp, nhm tc gi chn ch : Kh nng cnh tranh ca h thng
siu th ti H Ni tr- c p lc hi nhp kinh t quc t nghin cu.
2. Mc tiu nghin cu
Lm r l lun v nng lc cnh tranh ca h thng siu th ti H Ni trong iu kin
hi nhp.

1
Theo V chnh sch th trng trong n- c, B Th- ng mi nm 2005

5

Kho st v nh gi thc trng nng lc cnh tranh ca cc siu th ti H Ni, trn c
s , ti tm ra nhng mt hn ch v nguyn nhn ca chng khng nh s
cn thit phi nng cao nng lc cnh tranh ca cc siu th ti H Ni.
xut h thng gii php nng cao nng lc cnh tranh ca h thng siu th H Ni.
3. i t- ng v phm vi nghin cu
i t- ng nghin cu ca ti l phn tch, nh gi nng lc cnh tranh ca cc
siu th ti H Ni.
ti nghin cu cc siu th trn a bn H Ni l ch yu, ngoi ra cc siu th
thnh ph H Ch Minh v mt s quc gia khc cng - c chn nghin cu rt
ra kinh nghim v bi hc i vi cc siu th H Ni.
4. Ph- ng php nghin cu
ti ly phng php m t - khi qut, din gii - quy np, phn tch - tng hp,
kho st v i chiu - so snh lm phng php nghin cu chung. Ngoi ra ti cn ch
trng ti cc phng php iu tra x hi hc, phng php thng k, bng biu, m hnh ho.
5. Kt qu d kin ca ti nghin cu
H thng ho nhng ch tiu c bn nh gi nng lc cnh tranh ca cc siu th
ti H Ni.
nh gi thc trng cnh tranh ca cc siu th trong qu trnh hi nhp.
Phn tch nhng p lc cnh tranh m cc siu th ti H Ni ang gp phi trong giai
on hi nhp kinh t quc t.
Rt ra mt s kinh nghim ca cc n- c trn th gii v xy dng h thng siu th t
- a ra bi hc i vi Vit Nam.
xut mt s gii php nhm nng cao nng lc cnh tranh ca h thng siu th H
Ni.
6. Kt cu ca ti
Ngoi phn m u, kt lun v cc ph lc, ti gm ba chng:
Ch-ng I: Khi qut chung v knh phn phi qua h thng siu th
Ch-ng II: nh gi thc trng nng lc cnh tranh ca h thng siu th ti
H Ni
Ch- ng III: Gii php tng c- ng nng lc cnh tranh ca h thng siu th ti
H Ni tr- c sc p hi nhp kinh t quc t

6

I. Khi nim v phn loi siu th
1. Cc khi nim
1.1. Siu th
Nm 1930, Michael Cullen cho ra i mt loi hnh kinh doanh bn l
mi m ti M. Khi , ng m mt ca hng thc phm vi din tch 560 m
2

theo phng thc t phc v v c gi bn thng thp hn gi ti cc ca hng
khc. l m hnh u tin ca siu th. Ngy nay, cc n- c pht trin, siu
th chuyn sang giai on ca ca hng i h gi, i siu th v thm ch l
siu th trn mng.
Siu th m ting Anh gi l supermarket, ting Php l supermarch l
hnh thc bn l mang tnh cch mng ca th k XX. Nh- ng ti sao phi i
n thi im siu th mi ra i? C th ni i cng vi s ra i v thng
hoa ca loi hnh kinh doanh ny l nhng iu kin v thng mi, v sn xut,
v thu nhp ca ng- i tiu dng. Theo nghin cu ca tp on Carrefour
(Php), siu th m ra khi thu nhp bnh qun u ng- i t 1.000 USD/nm v
ng vi i siu th th mc thu nhp phi t 2.000 USD/ng- i/nm. Vy siu
th - c nh ngha nh- th no?
Siu th Php - c hiu l ca hng bn l theo phng thc t phc v,
ch yu bn hng thc phm v cc hng ho tiu dng ph bin vi gi cnh
tranh. Php, B, an Mch, Ty Ban Nha, , Lucxembua u quy nh din tch
siu th t 400 m
2
n 2500 m
2 2
. Nhn chung, nh ngha siu th mi n- c mt
khc nhng u gp nhau mt im chung l siu th p dng phng php t
phc v, bn nhiu mt hng tiu dng ph bin v trn mt din tch ln (tu
theo quy nh ring ca tng n- c).

2
Theo http://fr.wikipedia.org cp nht ngy 20/4/2006

7

Theo iu 2, mc 1, Quy ch Siu th, Trung tm thng mi (ban hnh
km theo Quyt nh 1371/2004/Q-BTM ngy 24-9-2004 ca B trng B
Th- ng Mi Vit Nam) th siu th - c nh ngha: Siu th l loi hnh ca
hng hin i; kinh doanh tng hp hoc chuyn doanh; c c cu chng loi
hng ho phong ph, a dng, bo m cht l-ng, p ng cc tiu chun v
din tch kinh doanh, trang b k thut v trnh qun l t chc kinh doanh,
c cc ph-ng thc phc v vn minh, thun tin nhm tho mn nhu cu mua
sm hng ho ca khch hng.
nh ngha ca Vit Nam v c bn khng khc so vi quy nh chung
ca nhiu n- c nhng c mt s im cn l- u . Theo nh ngha trn, siu th l
bt k ca hng no m bo nhng yu cu nu v hng ho, din tch, trang
thit b, qun l, phng thc phc v. Tuy nhin, ca hng c th kinh doanh
mt hoc nhiu mt hng (gi l siu th chuyn doanh hoc siu th tng hp), theo
hnh thc bn bun hoc bn l (siu th bn bun hoc siu th bn l). V phng
thc kinh doanh, quy ch ch dng li khi nim phng thc phc v vn minh,
thun tin m khng nu r l phng thc t phc v. Chnh nhng quy nh ny
khin siu th Vit Nam c nhng nt khc bit so vi siu th ca cc n- c.
1.2. Chui siu th
Cng vi s ra i ca siu th, cc nh phn phi ngh n vic hnh
thnh mt lot cc siu th cng phng thc kinh doanh bao ph th trng.
Hn na, m hnh ny cng gip cho doanh nghip tng c- ng s hin din
thng mi, gim gi hng ho bn ra nh li th v quy m. V vy, khi nim
chui siu th ra i ch mt s siu th ca mt hoc nhiu doanh nghip lin
kt vi nhau c c im kinh doanh t- ng t v hng ho, gi c, qun l
3
.
1.3. H thng siu th
H thng siu th l tp hp cc ca hng bn l (siu th nh, siu th, i
siu th) cng p dng phng thc t phc v, bn cc hng ho tiu dng ph

3
Khi nim do nhm nghin cu tng hp v - a ra

8

bin
4
.Trong , siu th nh - c hiu l ca hng bn l, ch yu kinh doanh
hng thc phm theo phng thc t phc v. Siu th nh c din tch bn hng
t 120 m
2
n 400 m
2
theo quy nh ca Php, Ty Ban Nha, t 100 m
2
n 400
m
2
theo quy nh ca B v c
5
.
i siu th l ca hng bn l, gi thp, theo phng thc t phc v
thng nm ngoi thnh ph vi quy m bn hng ln hn nhiu so vi siu
th. i siu th cung cp khi l- ng hng ho rt ln, trn din tch bn hng ti
thiu l 2500 m
2
(theo quy nh ca Php)
6
.
Siu th l mt trong s cc loi hnh bn l hin i hin ang rt pht trin
trn th gii cng vi siu th nh, i siu th, ca hng gim gi, trung tm thng
mi... Do , vic xem xt siu th trong h thng bn l hin i cng nh- phn
bit r cc loi hnh ny thy - c nhng c trng v xu h- ng ring ca siu
th l ht sc cn thit. (Ph lc 1: Cc loi hnh bn l hin i)
2. Phn loi siu th
Theo Quy ch Siu th, Trung tm thng mi ca Vit Nam, siu th - c
chia thnh cc hng sau:
Bng 1.1
Phn loi siu th theo Quy ch siu th ca Vit Nam
Hng siu th Din tch
Danh mc
hng ho
Yu cu khc
Hng
1
Siu
th
kinh
doanh
tng
hp
5.000 m
2
20.000
tn hng
- Cng trnh kin trc - c xy dng
vng chc, c tnh thm m cao, c
thit k v trang thit b k thut tin
tin, hin i, m bo cc yu cu
phng chy cha chy, v sinh mi

4
5
6

9

Siu
th
chuyn
doanh
1.000 m
2
2.000 tn
hng
trng, an ton v thun tin cho mi
i t- ng khch hng
- C b tr ni trng gi xe v khu v
sinh cho khch hng ph hp vi quy
m kinh doanh ca siu th
- C h thng kho v cc thit b k
thut bo qun, s ch, ng gi, bn
hng, thanh ton v qun l kinh doanh
tin tin, hin i
- T chc, b tr hng ho theo ngnh
hng, nhm hng mt cch vn minh,
khoa hc phc v khch hng la
chn, mua sm, thanh ton thun tin,
nhanh chng - c ni bo qun hnh l
c nhn; c cc dch v n ung, gii
tr, phc v ng- i khuyt tt, phc v
tr em, giao hng tn nh, bn hng
mng, qua b- u in, in thoi
Hng
2
Siu
th
kinh
doanh
tng
hp
2.000 m
2
10.000
tn hng
- Cng trnh kin trc - c xy dng
vng chc, c tnh thm m, c thit
k v trang thit b k thut hin i
m bo cc yu cu phng chy cha
chy, v sinh mi trng, an ton v
thun tin cho khch hng
- C kho v cc thit b k thut bo
qun, ng gi, bn hng, thanh ton
Siu
th
chuyn
doanh
500 m
2
1.000 tn
hng

10

v qun l kinh doanh hin i
nhanh chng
- C ni bo qun hnh l c nhn, c
cc dch v n ung, gii tr, phc v
ng- i khuyt tt, phc v tr em, giao
hng tn nh, bn hng qua b- u in,
in thoi
Hng
3
Siu
th
kinh
doanh
tng
hp
500 m
2
4.000 tn
hng
Cng trnh kin trc - c xy dng
vng chc, c thit k v trang thit b
k thut m bo cc yu cu phng
chy cha chy, v sinh mi trng, an
ton v thun tin cho khch hng
- C kho v cc thit b k thut bo
qun, ng gi, bn hng, thanh ton
v qun l kinh doanh hin i
nhanh chng
- C ni bo qun hnh l c nhn, c
cc dch v phc v ng- i khuyt tt,
Siu
th
chuyn
doanh
250 m
2
500 tn
hng

11

giao hng tn nh
Ngoi cch phn loi theo th hng (ch yu da vo din tch, s l- ng
tn hng v mt s yu cu khc), theo loi hnh kinh doanh (tng hp hay
chuyn doanh), siu th cn - c phn loi theo hnh thc kinh doanh: siu th
bn bun, bn l hoc kt hp bn bun-bn l. Tuy nhin, hnh thc siu th bn
bun thun tu hu nh- khng tn ti. Siu th bn bun - bn l kt hp thng
thy cc siu th ln (loi 1) v thng c s tham gia ca yu t n- c ngoi
nh- siu th Big C, Metro Cash & Carry. Nh- vy, c trng ph bin nht ca
h thng siu th Vit Nam ni chung v siu th ti H Ni ni ring l hnh
thc kinh doanh bn l.
II. Vai tr, xu h- ng pht trin v quy nh php l i vi hot
ng siu th ti Vit Nam
1. Vai tr ca h thng phn phi qua siu th
1.1. Vai tr ca siu th i vi nn kinh t
Tr- c ht, siu th gp phn lm tng khi l- ng l- u chuyn hng ho,
tng tng mc bn l ca c n- c vi doanh thu 35-40 triu VN/ngy/siu th
7
.
iu ny gip nhu cu tiu dng ca mt th trng trn 80 triu dn - c p
ng nhanh chng, hiu qu. ng thi cng l ng lc thc y sn xut
hng ho pht trin.
Ngoi ra, vi cng ngh bn hng, trnh qun l tin tin, siu th
thc y s pht trin ca cc loi hnh bn l hin i, vn minh v hon thin
hn h thng phn phi ca nn kinh t.
Bn cnh , siu th gp phn gii quyt cc mu thun trong nn kinh t
th trng. Tr- c ht l mu thun gia sn xut ln, hng lot vi tiu dng
t, a dng. Trong khi doanh nghip mun t - c hiu qu kinh t theo quy m
th ng- i tiu dng li i hi hng ho ngy cng a dng v kiu cch, mu
m. Mu thun th hai l v khng gian gia sn xut v tiu dng thng khng

7
Theo ti Nghin cu tm l khch hng v hnh vi chn mua ca h ti cc siu th ti H
Ni,V Thanh Tng, Nguyn c Tin

12

gn nhau: sn xut tp trung ti ni gn cc ngun lc thin nhin, con ngi,
cn tiu dng th phn tn khp ni hoc ng- c li. Cui cng, thi im sn
xut v tiu dng thng khng xy ra cng lc cng to nn mu thun trong h
thng phn phi. iu ny khin cung cu khng phi lc no cng gp nhau.
Tt c cc mu thun u c th - c gii quyt nu p dng phn phi qua
siu th v hng ho s - c cung cp ng hng, ng ni v ng lc.
1.2. Vai tr ca siu th vi nh sn xut
Th nht, thng qua siu th, doanh nghip c thm mt knh phn phi
nhanh chng, hiu qu - a hng ho n tay ng- i tiu dng. Qua nhng
knh bn l khc, chi ph cho khu trung gian rt ln nn khin gi bn hng ho
b i ln. V vy, siu th s gip doanh nghip gim thiu - c chi ph phn
phi, chi ph giao dch, to iu kin cho vic h gi thnh v tng kh nng
cnh tranh ca hng ho.
Th hai, siu th cng l knh phn hi thng tin tch cc cho nh sn xut
nh vic trc tip tip xc vi khch hng, nh m hnh qun l hin i, c t
chc. Do vy, doanh nghip c th nm bt - c nhng thay i trong th hiu
mua hng, nhng nhu cu mi ny sinh ngy cng p ng nhu cu khch
hng tt hn. Ni cch khc, siu th gi vai tr dn dt nh sn xut nh h- ng
tho mn nhu cu th trng.
Th ba, yu cu ca siu th i vi hng ho cao hn so vi cc ch truyn
thng nn thc y nh sn xut lun lun ch trng n cht l- ng v mu m
hng ho.
1.3. Vai tr ca siu th vi ng- i tiu dng
Tr- c ht, siu th em n cho ng- i tiu dng nhiu s la chn vi
nhng hng ho m h cn nh din tch bn hng rng hn nhiu loi hnh bn
l khc nh- ca hng tp ho, ch v s trnh by hp l, khoa hc cc mt hng.
Bn cnh , siu th cn - a n s tin li cho ng- i tiu dng khi c
th chn mua nhiu mt hng cng mt a im.

13

Ngoi ra, O Vit Nam, hng ho - a vo by bn trong siu th - c
kim nh cht ch hn v cht l- ng, ngun gc so vi cc loi hnh khc.
Do , siu th chnh l a im tin cy ng- i tiu dng mua nhng mt
hng thit yu.
C th ni rng siu th khng phi l knh phn phi l t- ng cho mi
doanh nghip thuc mi lnh vc hot ng. Tuy nhin vi nhng mt hng thit
yu nh- thc phm th siu th li l knh phn phi rt hiu qu, c th gip
doanh nghip tip cn tt vi ng- i tiu dng. Qua , ng- i tiu dng cng
- c h- ng rt nhiu tin ch.
2. Xu h- ng pht trin siu th ti Vit Nam
2.1. V quy m
S l- ng siu th s ngy cng tng v trong thi gian ti vn s ch yu
tp trung ti cc thnh ph ln ni thu nhp ca ng- i dn cao hn cc tnh,
thnh ph khc. Tuy nhin, siu th cng s tng c- ng s hin din ti cc
thnh ph va v nh ni nhu cu i siu th ang - c hnh thnh.
2.2. V hnh thc
Trong khi cc quc gia pht trin, siu th ang giai on ca i siu
th, ca hng gim gi th siu th, ca hng tin li vn s l loi hnh ph bin
Vit Nam trong thi gian ti. Tuy nhin s l- ng siu th loi 1 v loi 2 s
tng ln v gim dn cc ca hng khng th xp hng. Nu Thnh ph H Ch
Minh thin v m hnh bn l ln th H Ni s tng nhanh cc siu th va v
nh, nm ri rc ti cc khu dn c- . Siu th cng s kt hp vi cc hnh thc
gii tr khc p ng nhu cu va mua sm va gii tr ca khch hng. Chui
siu th v m hnh nhng quyn thng mi s ngy cng - c - a chung do
kh nng bao ph th trng rng ln.
2.3. V khch hng
Siu th ch yu vn s phc v tng lp trung l- u tr ln. l nhng
khch hng thng xuyn ca siu th. Tuy nhin, cc siu th s khng ngng

14

h- ng n vic gim gi tng c- ng sc cnh tranh nn i t- ng phc v s
m rng n tng lp bnh dn trong x hi.
2.4. V cnh tranh
Cng vi qu trnh m ca th trng bn l ca Vit Nam, cc siu th
n- c ngoi, c bit l cc tp on bn l xuyn quc gia s xut hin ngy
cng nhiu ti th trng Vit Nam. Cc hng xm nhp th trng s m
thm nhiu siu th trong c n- c. iu ny khin th trng bn l s mang tnh
cnh tranh hn v hp dn hn.
3. Quy nh php l ca Vit Nam i vi hot ng kinh doanh siu th
ho nhp vo sn chi ton cu, h thng php l ca n- c ta - c
iu chnh hi ho v ph hp vi thng l quc t, t n mc ch l
thng mi cng bng gia doanh nghip trong v ngoi n- c. Chnh v vy m
mt lot cc quy nh php l ca Vit Nam - c sa i trong thi gian qua
nh- lut Th- ng mi, lut Doanh nghip, lut u t- , lut Thu gi tr gia tng,
lut Thu xut nhp khu, lut Hi quan, lut Thu tiu th c bit, lut Giao
dch in t, lut S hu tr tu iu ny l bt buc v tt yu nhng n cng
ng ngha vi vic cc doanh nghip phn phi trong n- c ni ring s phi ch
ng v t lc trong hot ng kinh doanh v cnh tranh. D- i y l nhng vn
bn php lut iu chnh hot ng kinh doanh ca siu th.
3.1. Lut thng mi
Lut thng mi s 36/2005/QH 11 l vn bn iu chnh hot ng
thng mi ni chung trong bao gm kinh doanh siu th. Theo iu 16 ca
lut ny, thng nhn n- c ngoi khi thnh lp doanh nghip c vn u t- n- c
ngoi ti Vit Nam s - c coi nh- th- ng nhn Vit Nam, ni cch khc l
khng c s i x khc bit vi doanh nghip ni a. iu ny s to ra p lc
rt ln vi cc siu th Vit Nam. iu 92 quy nh v cc hnh thc khuyn mi
v iu 100 quy nh v cc hnh vi b cm trong hot ng khuyn mi m
bo rng vic xc tin thng mi khng b li dng cnh tranh bt bnh ng

15

v bt hp php. iu 284 quy nh v nhng quyn thng mi, hnh thc m
cc hng n- c ngoi thng tin hnh khi m rng u t- sang cc n- c khc.
3.2. Lut cnh tranh
Lut cnh tranh s 27/2004/QH 11 iu chnh cc hnh vi cnh tranh gia
cc ch th tham gia hot ng kinh doanh. Trong , cc c quan qun l Nh
n- c khng - c cn tr cnh tranh trn th trng bng cch ch nh vic mua,
bn hng ha ca doanh nghip, phn bit i x gia cc doanh nghip, p
buc cc doanh nghip lin kt loi tr i th hay cn tr cc hot ng kinh
doanh hp php ca doanh nghip. iu ny i hi cc c quan Nh n- c khi
mun tin hnh cc bin php bo h siu th ni a phi m bo tnh hp l,
m bo cnh tranh bnh ng gia cc doanh nghip.
3.3. Quy ch Siu th v Trung tm thng mi
Vn bn iu chnh trc tip hot ng kinh doanh siu th l quy ch Siu
th v Trung tm thng mi ban hnh km theo quyt nh ca B trng B
Th- ng mi s 1371/2004/Q-BTM ngy 24-9-2004 v vn bn h- ng dn thc
hin quyt nh ny (ban hnh ngy 31/1/2005). Trong , iu 5 ca Quy ch
quy nh v phn hng, tn gi v biu hin ca siu th; iu 7 v hng ho,
dch v ti siu th; iu 8 v trch nhim ca thng nhn kinh doanh siu th.
Theo , Vit Nam cng - a ra nhng quy nh chung v siu th, v hot
ng kinh doanh siu th v hnh thc x pht cc vi phm trong kinh doanh siu
th. Tuy nhin v siu th cng mi ch giai on u pht trin ti n- c ta nn
chng ta ch- a c nhng vn bn quy nh chi tit cng nh- to iu kin cho
siu th ni a pht trin. Tr- c mt, Nh n- c cn to thun li loi hnh ny
pht trin to thm nhiu tin ch cho ng- i tiu dng, nng cao tiu chun hng
ni a v tng c- ng hot ng xut nhp khu. Tuy vy khng b ng tr- c s
bng n khng trnh khi ca h thng siu th, trong tng giai on Chnh ph s
phi - a ra cc vn bn b sung hon thin hn v khung php l cng nh-
bo h cc siu th ni a tr- c cc doanh nghip n- c ngoi.
3.4. Php lnh v bo v quyn li ng- i tiu dng

16

i t- ng phc v ca siu th l ng- i tiu dng nn siu th cn chu s
iu chnh ca Php lnh 13/1999/PL-UBTVQH 10 ca U ban Th- ng v Quc
hi v bo v quyn li ng- i tiu dng. iu 4 ca Php lnh quy nh cc t
chc, c nhn kinh doanh phc v tiu dng trong n- c phi nghim chnh chp
hnh cc quy nh v thng mi, tiu chun o l- ng cht l- ng hng ho, thc
phm, qung co, bo v mi trng, v s phi bi thng nu gy ra thit hi.
Nhng quy nh trong Php lnh ny cng - c p dng vi cc t chc, c nhn
n- c ngoi hot ng trn lnh th n- c ta theo iu 6. Do , m bo quyn
li ng- i tiu dng phi - c coi l mc tiu hot ng ca siu th gi ch
tn trong kinh doanh, m bo s pht trin lu di, bn vng.
III. Nng lc cnh tranh ca h thng siu th
1. Khi nim nng lc cnh tranh
C rt nhiu nghin cu v nng lc hay li th cnh tranh. Tuy nhin vn
ch- a c mt nh ngha chun no v nng lc cnh tranh ng cho mi trng
hp. Theo Michael Porter: cnh tranh thnh cng, cc doanh nghip phi c
-c li th cnh tranh d-i hnh thc hoc l c -c chi ph sn xut thp hn
hoc l c kh nng khc bit ho sn phm thu -c mc li nhun cao hn
mc trung bnh.
Tuy nhin, i vi tng i t- ng, phm vi v mc ch nghin cu vn
cn phi - a ra - c mt nh ngha v nng lc cnh tranh v h thng cc ch
tiu nh gi kh nng cnh tranh ca mt quc gia, mt ngnh hay mt doanh
nghip lm cn c khoa hc cho vic - a ra nhng chnh sch v bin php hp
l, hiu qu. Trong khun kh ti, khi nim nng lc cnh tranh ca cc siu
th H Ni c th - c hiu nh- sau:
Nng lc cnh tranh ca mt siu th l kh nng siu th to ra, gi
vng v pht trin nhng li th nhm duy tr v m rng th phn, t - c mc
li nhun cao hn mc trung bnh ca ngnh v lin tc tng, ng thi m bo

17

hot ng kinh doanh an ton v lnh mnh, c kh nng chng v v- t qua
nhng bin ng bt li ca mi trng kinh doanh
8
.
2. Cc ch tiu nh gi nng lc cnh tranh ca siu th
Nng lc cnh tranh ca mt doanh nghip - c th hin nhiu ch tiu.
Nhn chung, ng- i ta thng - a ra 5 ch tiu: trnh cng ngh, trnh qun
l, nng sut lao ng, cht lung v gi thnh sn phm, th trng u ra
9
.
Vi siu th, nng lc cnh tranh cng - c nh gi thng qua nhng tiu
ch trn. Tuy nhin, nh gi chi tit v kh nng cnh tranh ca cc siu th,
chng ti - a ra cc tiu ch c th sau:
Th nht, v a im ca siu th: siu th c - c t ti ni ng dn
c- , tp trung nhiu hot ng thng mi, t i th cnh tranh v c khu xe
thun tin cho khch hng hay khng? Vic t - c nhng tiu ch k trn s
to nn li th khng nh trong kinh doanh siu th.
Th hai, v sn phm -c by bn trong siu th: nh gi v sn
phm m siu th cung cp, ta c th da vo cc ch tiu cht v l- ng nh- :
Tng s l- ng mt hng ca siu th
Mc lun chuyn hng ho trong mt thng, mt qu, mt nm.
Mc a dng ca sn phm (t l hng ni a, nhp khu...)
C cu sn phm theo ngnh hng: may mc, thc phm, gia dng..
Cc sn phm th mnh ca siu th
Ngun cung cp hng ho n nh
Th ba, v kh nng cnh tranh ca siu th: iu ny - c th hin qua
gi c ca sn phm m siu th cung cp. Gi c cao hn so vi cc siu th
cng loi, qu chnh lch so vi mc gi bn ngoi th trng... s khin sc
cnh tranh ca siu th gim r rt.

8
9
Theo Nng cao nng lc cnh tranh ca nn kinh t v doanh nghip Vit Nam, Nguyn Th Doan

18

Th t- , v hot ng xc tin bn hng v cc dch v khch hng m
siu th em n cho ng-i tiu dng: l cc hot ng qung co khch
hng bit n sn phm ca siu th, hot ng xc tin bn hng vo cc ngy
l, Tt, hot ng khch hng trung thnh, khuyn mi, gim gi, dch v thanh
ton bng th... Ngoi ra, cch trng by hng ho, cch gi hng va tm vi
ca khch, cch phn chia cc khu vc ngnh hng khoa hc, cch trnh by gi
hp dn... cng l nhng tiu ch quan trng khi nh gi nng lc cnh tranh
ca mt siu th.
Th nm, v quy m vn, din tch ca siu th: mt siu th c tim lc
vn mnh c th hot ng vi quy m ln, a im thun li, c kh nng tin
hnh nhiu chng trnh xc tin bn hng. Do , siu th ny cng c nhiu c
hi thng th trong cnh tranh tr- c cc tp on xuyn quc gia
Th su, v doanh thu, li nhun hng nm ca siu th: mt siu th
khng th - c nh gi l hot ng tt nu khng to ra - c li nhun cao v
bn vng.
Th by, v cng ngh, ph-ng thc qun l trong siu th: bo qun
hng ho, qun l bn hng, cc siu th cng phi s dng n cc my mc hin
i nh- h thng ng lnh, h thng my tnh, h thng camera... Mc s dng
cng ngh tin tin s gip vic vn hnh tt hot ng kinh doanh siu th.
Th tm, v s l-ng siu th m doanh nghip s hu: y chnh l vic
to ra chui cc ca hng kinh doanh nhm bao ph - c th trng. Chui siu
th khng ch gip tng c- ng s hin din ca thng hiu m cn gip doanh
nghip da vo li th quy m gim gi hng ho.
Th chn, v mc thn thin ca th-ng hiu, uy tn m siu th to
nn i vi ng-i tiu dng: iu ny gii thch v sao doanh nghip ch- a cn
qung co m ng- i tiu dng nhn ra Wal-mart.
Cui cng l ch tiu v nhn lc bao gm vic b tr lao ng, trnh
hc vn ca nhn vin bn hng v b phn qun l, thi phc v ca nhn

19

vin phc v. Khch hng khng th nh gi mt siu th vi i ng nhn vin
yu v chuyn mn, km nhit tnh trong cch phc v.
Tm li, t vic nghin cu khi nim, vai tr, xu h-ng pht trin trn, ta
thy siu th l ph-ng thc phn phi thnh hnh trn th gii cng nh- ti Vit
Nam. Tuy nhin, h thng siu th n-c ta trn thc t ang ng tr-c nhiu c
hi cng nh- thch thc. Trong khun kh ca ti, nhm nghin cu s tp trung
phn tch nng lc cnh tranh ca h thng siu th trn a bn H Ni.

20

I. Tnh hnh kinh doanh ca cc siu th trn a bn H Ni
1. Nhng nt chnh v h thng siu th ti H Ni
Cc siu th H Ni bt u xut hin trong giai on bch ho tng hp
dn rt lui khi th trng vo khong cui nhng nm 80, u nhng nm 90
ca th k 20. Siu th u tin ra i ti H Ni l siu th s 7-9 inh Tin
Hong (khai trng vo thng 1/1995) v siu th Minimart H Ni tng 2 ch
Hm (khai trng thng 3/1995). Rt nhiu siu th hin nay H Ni - c ci
to t m hnh bch ho tng hp nh- siu th s 5 Nam B, siu th Ging V.
Cng khng t siu th - c t trong cc ch nh- siu th ch Hm. Mt s siu
th l mt phn ca trung tm thng mi nh- siu th Sao H Ni.
1.1. V s l- ng siu th
C n- c ta tnh n cui nm 2005 c khong 265 siu th, 30 trung tm
thng mi, khong 1.000 ca hng t chn, v 9.063 ch
10
. Nh- vy hnh thc
phn phi qua siu th mi ch chim 1,94% (Ph lc 2, Biu 2.6). Cn theo
kho st nm 2005 ca cng ty nghin cu th trng M AC Nielsen, s l- ng
siu th chnh thc Vit Nam mi ch l 104, thp nht trong s 11 quc gia
- c kho st Chu . (Ph lc 2, Bng 2.4)
Ring H Ni c 101 siu th, trong c 72 siu th - c phn loi, 6 trung
tm thng mi v 18 ca hng t chn - c phn loi theo Quy ch siu th Vit
Nam 2004. Biu 2.1 d- i y th hin s l- ng cc loi hnh k trn (siu th chim
70%, trung tm thng mi chim 20%, ca hng t ch chim 10%)

10
Theo V chnh sch th trng trong n- c, B Th- ng Mi, nm 2005

21

Ngun: S th-ng mi H Ni 2005
1.2. V phn b siu th
Siu th ch yu tp trung ti cc thnh ph ln. Trong , H Ni v
thnh ph H Ch Minh chim trn 70% s l- ng siu th c n- c. H Ni chim
38% tng s siu th, l th trng dn u c n- c v s l- ng siu th. Biu 2.2
d- i y th hin s phn b siu th ti Vit Nam nm 2005.
Biu: 2.2
Phn b s l- ng siu th trn c n- c 2005

38%
33%
4%
2%
2%
2%
2%
17%
H Ni
TP H Ch Minh
Hi Phng
Thanh Ho
Nng
Kin Giang
Cn Th
Tnh, TP khc

Ngun: V chnh sch th tr-ng trong n-c, B Th-ng Mi, nm 2005
Biu: 2.1
S siu th, TTTM, ca hng t chn ti H Ni - c phn
loi theo Quy ch ST 2004
70%
20%
10%
Siu th
TTTM
Ca hng t
chn

22

i b phn cc siu th H Ni u c v tr thun li, nm trn cc trc
- ng giao thng chnh, cc khu vc dn c- ng c. Do , cc siu th phn
b ch- a tht ng u trn a bn th . Cc qun c nhng a, Ba nh,
Hon Kim l ni tp trung nhiu siu th. Trong khi , ti cc qun mi s
l- ng siu th t hn. V d trn trc - ng Kim Lin Phm Ngc Thch c 3
siu th quy m kh ln: siu th Tecshimex, siu th Sao H Ni, Unimart; cn
khu vc Cu Giy n u nm 1999 mi xut hin mt siu th Hanoi Marko.
Biu 2.3 cho thy s l- ng siu th gia cc qun ni thnh H Ni.
Biu: 2.3
S l- ng siu th ca cc qun
6
9
12
5
8
6
0 2 4 6 8 10 12 14
Hon Kim
Ba nh
ng a
Cu Giy
Hai B Tr- ng
Cc qun khc
Qun
S lng

Ngun: S th-ng mi H Ni 2005
1.3. V quy m siu th
Theo Quy ch siu th hin hnh, Vit Nam c 33% siu th ch- a p ng
- c tiu chun phn hng ny; 44,7% siu th thuc hng 3; 11,7% thuc hng
2; 10,6% thuc hng 1. Nh- vy, khong 45% siu th ca Vit Nam c quy m
nh, 33% l rt nh, 22% l va v ln. D- i y l bng 2.1 v phn hng siu
th theo Quy ch siu th Vit Nam:

23

Bng: 2.1
Phn loi siu th theo tiu chun phn hng siu th
Hng 1 2 3 Khng thuc hng no Tng
H Ni 4 8 60 29 101
TP HCM 12 17 31 28 88
Tnh, TP khc 12 6 28 30 76
Tng 28 31 119 87 265
Th phn (%) 10.6 11.7 44.7 33 100
Theo , H Ni ch c 4/101 siu th thuc loi 1 (chim gn 4% tng s
siu th trn a bn thnh ph) trong khi TP H Ch Minh c 12/88 siu th
(chim 13,6%). Cn s siu th loi 3 H Ni cao gn gp i s siu th loi
ny TP H Ch Minh. iu ny chng t siu th H Ni ch yu l siu th
c quy m nh. Biu 2.4 d- i y th hin s phn hng cc siu th H Ni.
Biu: 2.3
Phn loi ST H Ni theo tiu chun phn hng
ca quy ch siu th (2005)
4%
9%
59%
28%
Hng 1
Hng 2
Hng 3
Khng thuc
dng no


24

2. nh gi tnh hnh hot ng ca h thng siu th ti H Ni trong thi
gian qua
2.1. V s l- ng siu th
S l- ng cc siu th ti H Ni tng ln nhanh chng trong giai on 10
nm t 1996 n 2006. Nu nh- nm 1995 c n- c ch c 12 siu th ti 6 tnh,
thnh ph th tnh n cui nm 2005, c n- c c trn 200 siu th ti 30/64
tnh, thnh ph
11
. Ti H Ni, theo thng k ca B Th- ng mi, trung bnh
hng nm c 5 n 7 siu th - c m mi. c bit trong nm 2004 c ti 14
siu th - c m mi (Ph lc 2, Bng 2.5).
2.2. V c cu mt hng
C cu mt hng trong siu th thay i theo h- ng tng v s l- ng v t
trng hng ni a. Nhng nm tr- c, khi mi xut hin, 100% hng ho by
bn trong siu th l hng nhp khu. n nhng nm 1995 t l ny l 5%-15%
v trung bnh hin nay l 70%. Ti cc siu th nh- Big C, Metro, Intimex hng
ni chim ti 80-90%. (Bng 2.2: T l hng Vit Nam trong mt s siu th,
trang 23)
2.3. V cnh tranh
Trong s cc doanh nghip kinh doanh siu th trn a bn H Ni ch- a c
thng hiu no thc s gy nh h- ng n th trng phn phi. Trong khi ,
cc i th cnh tranh n- c ngoi xut hin v ang dn chim lnh th trng
H Ni. y l iu cc doanh nghip cn quan tm c nhng b- c i ph
hp, gp phn nng cao hiu qu v cht l- ng kinh doanh siu th trong qua
trnh hi nhp.
II. Thc trng nng lc cnh tranh ca h thng siu th ti H Ni
Tr- c khi xem xt nng lc cnh tranh ca h thng siu th ti H Ni, ta
phi nh gi cc nhn t nh h- ng ti kh nng cnh tranh ca chng.

11
Theo Hng bn qua siu th mi chim 10%, VietNamNet cp nht ngy 24/02/2006

25

1. Nhng thun li v kh khn nh h- ng ti nng lc cnh tranh ca h
thng siu th ti H Ni
1.1. Thun li
Cc nhn t c nh h- ng tch cc ti nng lc cnh tranh ca cc siu th
ti H Ni ch yu n t chnh sch ca ng v Nh n- c, t th trng v t
khu vc c vn u t- n- c ngoi.
a. V tc ng ca chnh sch i mi v hi nhp kinh t quc t
Thng qua vic thc hin cng cuc i mi, chuyn sang nn kinh t th
trng v hi nhp ngy cng su rng vo nn kinh t khu vc v th gii, kinh
t n- c ta t - c mc tng trng cao v n nh, giao l- u gia Vit Nam
vi th gii ngy cng - c m rng. Trong bi cnh , phn phi ni chung v
phn phi qua siu th ni ring hnh thnh, pht trin gn lin vi nhng
thnh tu ca cng cuc i mi v m ca. y cng l lnh vc - c c bit
quan tm v n gp phn nng cao cht l- ng cuc sng v to thun li cho nn
sn xut trong n- c cng nh- s trao i bun bn vi n- c ngoi.
Phi ni thm rng, trong nhng nm gn y, ngnh kinh doanh bn l
n- c ta ang nhn - c s ch t nhiu B, ngnh v - c to nhiu iu kin
thun li c nhng b- c i t ph trong thi gian ti. Cu lc b Hng Vit
Nam cht l- ng cao chn nm 2006 l nm phn phi. Trung tm xc tin
Thng mi v u t (ITPC) cng xut d n H tr pht trin mng li
bn l Vit Nam 2006 v - c B Th- ng Mi ng h. Chnh Ph cng - a
ra nh h- ng - u tin: 2006 l nm ca phn phi v bn l. Bn cnh , rt nhiu
cc bui hi tho, kho hc - c t chc tng c- ng nhn thc v h tr
doanh nghip kinh doanh bn l ni chung v siu th ni ring nng cao kh nng
cnh tranh tr- c cc i th n- c ngoi. Vi s quan tm c bit y, ngnh kinh
doanh siu th H Ni ang c - c nhng - u th v c hi pht trin.
b. V tim nng th tr-ng v khch hng

26

Th trng bn l Vit Nam ang l th trng hp dn th ba th gii,
sau Nga v n (theo kt qu kho st ca tp on t- vn AT Kearney cng
b thng 5/2006) (Ph lc 2, Bng: 2.6). Chi tiu cho tiu dng ca ng- i dn
tng khong 30% trong giai on 1999-2003. T l tiu dng cui cng so vi
GDP ca Vit Nam t trn 70%, thuc loi cao so vi cc n- c trong khu vc
(Singapo: 55,9%; Malaysia: 58,2%; Thi Lan: 67,7%)
12
. Tt c nhng con s k
trn cho thy Vit Nam ang l th trng y tim nng vi cc hng phn phi
trong v ngoi n- c.
V th trng H Ni, y l th trng ng dn c- vi khong 3.007
nghn ng- i (2003), chim 3,72% dn s c n- c (80.902,4 nghn ng- i)
13
. Mc
thu nhp bnh qun u ng- i ca H Ni cng ng th hai c n- c
14
(Ph lc
2, Bng 2.7). Trong , t nm 1995 tr li y tng mc bn l ca H Ni lun
chim t 9% n 10% ca c n- c vi 35910,7 t ng nm 2004
15
(Ph lc 2:
Bng 2.8).
Ngoi ra, thi quen tiu dng ca ng- i H Ni c nhiu thay i.
Cuc sng cng nghip v s bn rn ca ng- i ph n khin h c thi quen
mua sm cho nhiu ngy ch khng ch mua sm tng ngy nh- tr- c. Ng- i
tiu dng H Ni ni ring v ng- i Vit Nam ni chung - c nh gi l thch
nghi kh nhanh vi xu h- ng mi. ng thi, h cng ngy cng thc hn v
v sinh an ton ca hng ho. V vy, siu th ang dn tr thnh im n quen
thuc vi ng- i H Ni. Nhm nghin cu tin hnh kho st 192 khch hng
n ti 9 qun H Ni v kt qu cho thy: 61% trong s h i siu th nhiu
nht l 5 ln/thng; 33% i siu th t 5-10 ln/thng. Theo kho st ca cng ty
AC Nielsen vo thng 2 nm 2006, trn 40% ng- i tiu dng mun i mua sm
cc siu th v s nhanh gn, thun tin v khng s mua phi hng km cht

12
Theo H thng phn phi bn l: Thc trng v xu h-ng pht trin, Tng cc Thng k, nm
2005
13
Theo http://www.gso.gov.vn cp nht 10/07/2006
14
15

27

l- ng
16
. Con s ny chc chn s cn tng ln trong nhng nm ti. Bn cnh ,
cng theo kt qu ca cng ty ny, chi tiu cho tiu dng ti cc siu th cng
tng gp i t 10% (2004) ln 22% (2005). (Ph lc 2, Biu: 2.7)
1.2. Kh khn
Trong phn ny, nhm nghin cu ch cp ti nhng kh khn t mi
trng bn ngoi nh h- ng ti kh nng cnh tranh ca cc siu th H Ni. Ni
cch khc chnh l s cnh tranh ca cc siu th n- c ngoi v cc loi hnh
kinh doanh bn l khc.
a. Cc siu th n-c ngoi
Siu th n- c ngoi u tin c mt ti H Ni l siu th Metro do tp
on Metro Cash & Carry ca c khai trng nm 2003. Tp on ny c 2
siu th TP H Ch Minh v 1 siu th Cn Th. Vi doanh s xp x 1.700 t
ng/nm, Metro d kin n nm 2007 s c 8 siu th hot ng trn khp
Vit Nam trong c 3 siu th TP H Ch Minh, 2 siu th H Ni, 1 siu
th Cn Th, 1 Hi Phng v 1 Nng. Mi y, vo cui nm 2005, tp
on French Bourbon Group cng khai trng siu th BigC ti H Ni. D kin
n nm 2008, tp on ny s m mi 7 siu th: 5 siu th TP H Ch Minh
v 2 siu th H Ni. S hnh thnh chui cc siu th ny khin mng l- i
phn phi ca h ngy cng rng ln v kh nng h gi chim lnh th trng
cng ngy cng cao.
Theo kho st ca nhm ti th c ti 34% ng- i tiu dng - c hi
thng i siu th Metro; siu th BigC l 27%; trong khi cc siu th khc ch l
39% (Ph lc 5).
Bn cnh , vi l trnh m ca th trng bn l, cng thm vi lc
hp dn ca th trng Vit Nam trong nhng nm gn y, H Ni s cn tip
tc cho n thm nhiu tp on bn l khc. Cc tp on tn tui nh-
WalMart (M), Carrefour (Php), Tesco (Anh), Lotte Shopping (Hn Quc),

16
Theo Global Leader in Market Research, AC Nielsen (2/2006)

28

Dairy Farm (Hng Kng), South Asia Investment PTE (Singapore) rt c th s
c mt ti H Ni trong mt thi gian ngn na.
b. Cc m hnh bn l khc
Theo cc s liu iu tra ca B Th- ng mi u nm 2006, 85% l- ng
hng ho tiu dng - c ng- i dn mua sm ch. i ch thc s tr thnh
thi quen ca ng- i H Ni khng d g thay i. Do , cc ch truyn thng
cng l i th cnh tranh quyt lit vi siu th. Loi hnh ny phn b ri rc
v len li trong cc khu dn c- . c bit, ch c th mnh trong vic cung cp
cc mt hng t- i sng vi mc gi cnh tranh. Ngoi ra, cng vi hnh nh
quen thuc ca ch l nhng gi tr, thi quen tiu dng - c hnh thnh t rt
lu nh- s giao tip gia ng- i bn vi ng- i mua. iu ny mt phng din
no vn c tc ng khng nh ti quyt nh mua hng ca ng- i dn H
Thnh. (Ph lc 2, S 2.1 v S 2.2)
Bn cnh , ti H Ni gn y cn xut hin cc ca hng bn l tin
li, - c gi l Convenience store. M hnh u tin c mt ti H Ni l
chui ca hng 24/7, do cng ty Hoang Coop khai trng vo cui nm 2005.
Nhng ca hng ny c coi l cc siu th thu nh vi quy m ch vi chc
m2 nhng c chng loi hng ho kh phong ph, ch yu l hng thc phm v
hng tiu dng thit yu. Gi l 24/7 v ca hng m ca sut 24h/ngy v 7
ngy/tun. Theo , khch hng c th mua hng vo bt c thi im no trong
ngy. y l im hn ch ca siu th v ng- i tiu dng thng c thi quen i
ch vo bui sng sm tr- c khi i lm (t 6h-8h), trong khi gi m ca ca cc
siu th li t 8h30 n 21h30. Ch- a k vi li th quy m nh, cc ca hng tin
li c th d dng xut hin bt k ni no ng dn c- ch khng phi tm
kim nhng v tr c mt bng rng, giao thng thun tin nh- siu th. R rng,
vi chui ca hng ny, ng- i tiu dng H Ni s - c phc v mt cch
nhanh chng, tin li khng km g ti cc siu th.
2. Kho st nng lc cnh tranh ca h thng siu th ti H Ni

29

T vic nh gi v cc nhn t nh h- ng ti nng lc cnh tranh ca cc
siu th H Ni, ta hy xem xt thc trng kh nng cnh tranh ca chng
thng qua mt s ch tiu c bn sau:
2.1. Ch tiu v vn v din tch ca siu th
V vn u t- kinh doanh: theo kho st ca nhm nghin cu vi 11
siu th H Ni th mc vn u t- trung bnh ca cc siu th dao ng t 7 t
- 8 t VN ng, thp hn rt nhiu so vi cc siu th n- c ngoi (siu th BigC
c tng vn u t- kinh doanh ln ti 190 t ng
17
). Trong , ch c hai siu th
c mc vn trn 10 t ng l siu th Intimex (10 t ng) v siu th Unimart
(39,2 t ng). Cc siu th khc nh- siu th Fivimart c mc vn ch l 350 triu
ng; siu th Ct Linh: 300 triu ng; siu th Thi H: 750 triu ng; siu th
Tecshimex: 3 t ng; siu th Elmaco: 5 t ng... R rng, vi mc vn u t-
thp, cc siu th ti H Ni ang v s gp nhiu bt li trong vic t chc hot
ng kinh doanh m tr- c ht l vn v din tch bn hng ca siu th.
V din tch: cc siu th ti H Ni a phn l siu th nh vi din tch
trung bnh t 100 m
2
- 300 m
2
. Thm ch cc siu th rt nh ca H Ni c
din tch mt bng kinh doanh ch- a n 100m
2
nh- siu th IMS 60m
2
; siu th
Ct Linh 65m
2
; siu th s 12 Phng H- ng 70m
2
, siu th s 14 L Nam
70m
2
; siu th 66 B Triu 80m
2 18
Ch c siu th Fivimart t tiu chun siu
th loi 2 vi din tch kinh doanh l 3.000 m
2
(ring bi xe l 1.000m
2
). Cc
chui siu th Intimex, Marko, Citimart ch p ng tiu chun siu th loi 3 v
din tch khng 2.000m
2
. Trong khi , hai siu th ln ca n- c ngoi l
Metro c din tch kinh doanh gn 11.000 m
2
v BigC c din tch l 12.000 m
2

cng bi xe rng ri.
2.2. Ch tiu v hng ho
V s l- ng hng ho: Trung bnh, mi siu th trn a bn H Ni c
t 10.000-15.000 mt hng - c by bn. Ring nhng chui siu th ln nh-
Fivimart, Marko, Intimex c t 20.000-25.000 mt hng. Tuy vy, a phn cc
siu th l siu th loi 3 v khng thuc loi no (88%) nn tuy tp hp hng
ho kh nhiu nhng xt v chng loi th ch- a thc s phong ph.

17
Theo S Th- ng mi H Ni , nm 2004
18
Theo S Th- ng mi H Ni, nm 2004

30

V cht l- ng hng ho: Qua iu tra ca nhm ti, gn 100% ng- i
tiu dng nh gi cao v cht l- ng hng ho trong siu th v 47% khch hng
cho rng y l mt trong nhng yu t quan trng nht khi h - a ra quyt nh
mua hng trong siu th (Ph lc 5). Theo kt qu iu tra ca V chnh sch th
trng trong n- c, B Th- ng Mi v Vin nghin cu Th- ng Mi vo u
nm nay th cng c trn 65% khch hng tr li rng h n siu th v tin
t- ng vo cht l- ng hng ho bn trong siu th.
Biu: 2.5
L do khch hng n vi siu th
n v: %
0
10
20
30
40
50
60
70
%
Cht
l- ng
V
sinh
Phc
v tt
Hng
ho
mi
Gi c
ph
hp
Tin
li
L do

Ngun: Kho st ca B Th-ng mi v Vin nghin cu Th-ng mi, nm 2006
Hng ho khi - c by bn trong siu th u phi c ngun gc, - c ghi
nhn mc r rng v phi tho mn cc tiu chun nht nh. Song, vn cn hin
t- ng ng- i tiu dng mua phi hng km cht l- ng hay hng qu hn s dng,
khng r ngun gc do cng tc bo qun, qun l hng trong siu th ch- a tt.
V t l hng Vit Nam trong siu th: nu nh- trong giai on u khi
mi ra i, khch hng ca siu th - c xc nh l ng- i n- c ngoi v ng- i
Vit c thu nhp cao th hin nay khch hng - c m rng ti ng- i tiu
dng c thu nhp trung bnh v trung bnh kh. V vy, cc siu th ti H Ni

31

kinh doanh ngy cng nhiu hng Vit Nam cht l- ng cao vi gi c hp l. i
tin phong thc hin chin l- c ni a ho hng ho trong siu th l chui
siu th Fivimart vi trn 75% (trong s 25.000 mt hng) l hng Vit Nam cht
l- ng cao hoc hng ho lin doanh ti Vit Nam.
19

Bng: 2.2
T l hng Vit Nam trong mt s siu th
n v: %
Ngnh hng Unimart Intimex Fivimart Coop Mart Maximark
Chung 55 80 75 85 75
Thc phm 45 80 80 90 90
Qun o, giy dp 60 75 75 90 70
Bnh ko 65 85 80 75 75
Gia v 55 80 90 90 90
Ho m phm 60 80 85 85 90
N- c gii kht 65 90 80 90 90
Ngun: Kho st ca nhm nghin cu, thng 4 nm 2006
2.3. Ch tiu v gi c
Theo kt qu kho st ca nhm nghin cu th hu ht cc sn phm
trong siu th u c gi bn cao hn so vi ti cc ch truyn thng hoc ca
hng bch ho. Khong 73 % ng- i tiu dng - c hi cho rng gi c trong
siu th mc hi t v rt t so vi cc ca hng bn l khc (Ph lc 5).
Nhn chung, mc chnh lch gi ph bin gia siu th vi cc ch truyn
thng l 10%-25%, vi cc dng ca hng khc l 10%-15%. Bng 2.3 d- i y
th hin gi ca mt s sn phm - c tiu th thng xuyn trn th trng do
nhm kho st.

19
Theo iu tra ca nhm nghin cu ti siu th Fivimart

32

Bng: 2.3
Gi ca mt s mt hng tiu th thng xuyn
n v: VN
Mt hng Gi th trng Gi siu th
Du n Neptune (2 l) 37.500 38.000 - 38.700
Knorr (650ml) 13.000 13.000 - 17.000
Sa t- i CGHL (200ml) 3.500 3.800
Cafe G7 (20 gi) 22.000 22.500 - 22.800
Chocopie (336g) 29.000 31.000 - 31.900
Ngun: Kho st ca nhm nghin cu
i vi nhng mt hng tiu dng ph bin, - c qung co mnh v
phn phi rng khp nh- cc loi sa hp, sa t- i, bt git, m n lingi bn
ti cc siu th t- ng i st vi gi th trng. Cn vi hng ho t thng dng hn,
nht l cc hng nhp ngoi nh ru, bnh ko, m phm, qun o th mc gi
thng cao hn gi th trng. Trong khi , ti Metro, gi hng ho thng r hn
t 10%-15% so vi cc siu th ni a. Mc gi km cnh tranh cng thm vic
nim yt gi khng r rng trn khay v trn sn phm khin ng- i tiu dng vn
cn nghi ngi khi mua hng ti cc siu th trn a bn H Ni.
2.4. Ch tiu v ngh thut trng by hng ho
Cch by bin, trang tr hng ho trong siu th l mt trong nhng yu t
quan trng nht thu ht khch hng n siu th. Hng ho - c trng by
mt cch ngh thut khng ch gip cho khch tm thy hng mt cch nhanh
chng m cn kch thch hnh vi mua hng ngu hng ca h. y l - u th
m cc loi hnh bn l khc kh c - c. O a s cc siu th H Ni, cng tc
trng by hng ho ang ngy cng - c ch trng v dn t ti tiu chun ca
siu th. Tuy nhin, ti mt s siu th, nht l cc siu th nh v siu th khng
phn hng, tuy danh mc hng ho kh phong ph nhng do qu ch trng vo

33

s l- ng hng ho m cc quy hng, gi - c b tr qu st nhau lm vic di
chuyn trong siu th gp kh khn. Ti nhiu siu th, cch by bin, sp xp
hng ho cn tu tin, ch- a tht hp l, thiu thm m v ch- a ng nguyn tc
trng by hng ho trong siu th.
2.5. Ch tiu v hot ng xc tin bn hng
Trong thi gian gn y, hot ng khuyn mi ti cc siu th trn a
bn thnh ph - c s dng kh tt v linh hot vi nhiu hnh thc nh- :
mua nhiu sn phm - c tng thm sn phm cng loi, hoc mua sn phm c
khi l- ng 600g nhng ch phi tr cho 500g, cc hnh thc tng qu, quay s
x, gim gi, pht hnh phiu mua hng - u i, th khch hng thn thit... Tuy
vy, do quy m vn u t- ca cc siu th ni a khng ln nn kh nng tin
hnh cc hot ng xc tin, c bit l khuyn mi, gim gi ch- a th cnh
tranh - c vi cc siu th n- c ngoi nh- Metro, Big C.
2.6. Ch tiu v lc l- ng lao ng
Nhn chung, cc siu th quy m nh hoc quy m gia nh H Ni u
s dng s l- ng nhn vin ti thiu. Vi s l- ng danh mc hng ho by bn
t v l- ng khch mua sm hng ngy khng ng nn cc siu th nh ch c
khong 20-30 nhn vin. C nhiu siu th quy m gia nh (siu th Thi H,
siu th Lng H, Minimart) s nhn vin ch t 10-15 ng- i, phn ln - c bin
ch vo cc b phn bn hng v thu ngn. im chung nht ca cc siu th ny
l vic t chc cc b phn, phng ban ch mang tnh t- ng i. Mt ng- i c
th va l nhn vin cung ng va l nhn vin bn hng. Vic thiu chuyn mn
ho v phn cng lao ng ti cc siu th nh- trn r rng s nh h- ng khng
nh ti hiu qu hot ng ca siu th.
i vi cc siu th quy m ln, s l- ng cn b qun l v nhn vin
trong siu th nhiu hn, v cch thc t chc qun l, phn cng lao ng cng
bi bn hn. V d siu th Intimex hin c trn 500 nhn vin v 2/3 l lao ng
chnh thc; siu th Fivimart c gn 600 nhn vin v s lao ng c trnh i
hc v trn i hc chim gn 60%; trong khi siu th Thi H c s lao ng l

34

21 ng- i v a s l nhn vin mi tt nghip trung hc ph thng; siu th
Minimart 66 B Triu ch c 7 nhn vin; siu th Qun Nhn 10 nhn vin,...
Trong tng s lao ng lm vic ti siu th, phn ln s nhn vin - c b
tr lm vic cc quy hng, mt s t - c b tr lm vic ti b phn thu ngn, k
ton, s khc lm cc cng vic khc nh- gi , v sinh, bo v. Nhn chung, lc
l- ng lao ng trong cc siu th cn tr, hn 70% trong s h l lao ng n. Theo
iu tra ca B Th- ng Mi, mc thu nhp trung bnh ca mt nhn vin siu th
H Ni hin vo khong 800.000 - 1 triu ng/thng (5 nm tr- c l 600.000-
800.000/thng). Mc thu nhp ny cn thp hn nhiu so vi cc siu th TP H
Ch Minh (trung bnh l 1 triu ng-1,5 triu ng/thng).
Thm vo , nhn vin bn hng trong cc siu th ch- a - c o to k
l- ng, ch- a nm chc kin thc v ngnh hng v cc mt hng trong siu th
c th t- vn cho ng- i tiu dng. Ngh thut giao tip vi khch hng cngch- a
tt. C 17% s khch hng - c hi cho rng h ch- a hi lng v thi phc
v trong siu th (Ph lc 5).
2.7. Ch tiu v dch v khch hng
Dch v khch hng l yu t quan trng v c nh h- ng ln n vic thu
ht khch hng, nht l trong iu kin cnh tranh gay gt nh- hin nay. Kinh
nghim cho thy l c - c mt khch hng mi s tn km gp nhiu ln so vi
vic gi mt khch hng trung thnh. Tuy nhin, iu ny ch- a - c cc siu th
ti H Ni pht huy to - u th so vi cc siu th n- c ngoi khc.
V dch v trng gi xe cho khch: Hu ht cc siu th hin nay u b
tr bi xe min ph cho khch. Tuy nhin, rt nhiu siu th loi nh H Ni
do din tch cht hp nn ch xe khng thun tin. iu ny s khin ng- i
tiu dng ngn ngi khi n mua hng ti siu th.
V dch v trng gi ti siu th: Nhn chung, siu th no cng c t
gi phng nn mt cp. Tuy nhin, mt s siu th, ngn t qu nh,
kho b hng, li c qu t ngn gi nn s khin ng- i tiu dng khng an
tm, thoi mi khi xem hng.

35

Mt s siu th c dch v giao hng n tn nh cho ng- i mua nh- : siu
th Thi H, Lng H, Ct Linh. Mt s khc p dng phng thc bn hng qua
in thoi. Tuy nhin, cng c siu th ch nhn bn hng qua in thoi nu khch
hng mua vi s l- ng ln nh- siu th Fivimart. Nhn chung, y vn l hnh thc
mi m, ch- a - c cc siu th H Ni p dng thng xuyn.
Hin nay, ngoi vic thanh ton bng tin mt, ngy cng c nhiu siu th
chp nhn thanh ton bng th thanh ton hay th tn dng. y l b- c pht
trin mi trong vic hin i ho siu th p ng nhu cu mua sm ca khch hng.
Song c th ni, dch v khch hng - c cc siu th TP H Ch Minh
ng dng tt hn nhiu so vi cc siu th H Ni. Nhiu dch v mi sm
- c - a vo nh- : bn hng qua in thoi, giao hng ti nh. gi qu, cm vn
phng Ring chui siu th Coop Mart ca Lin hip hp tc x Th- ng mi
Si Gn nhn thanh ton bng th tn dng quc t. Siu th ny cng lin
kt vi h thng ngn hng lp t h thng my rt tin t ng, t chc dch
v thu i ngoi t. Trong khi , ti cc siu th H Ni ta ch mi bt u
nhn thy nhng dch v ny trong thi gian gn y.
2.8. Ch tiu v cng tc qun l, bo qun hng ho
Hin nay, cc siu th ti H Ni u qun l hng ho nhp, xut, tn
bng m vch hay phn mm my tnh thay cho vic ghi chp tr- c kia. Mt s
siu th cn trang b h thng camera trnh tht thot hng ho. H thng
ng lnh cng - c cc siu th u t- bo qun hng ha. Tuy nhin, v
mt ny th Metro v Big C vn c li th hn hn cc siu th ni a.
2.9. Ch tiu v thng hiu
Xy dng v u t- pht trin thng hiu l vn sng sn ca mi
doanh nghip khng k ngnh ngh v lnh vc kinh doanh. V vy trong kinh
doanh siu th, cc doanh nghip cn c nhn thc tt v vic to dng thng
hiu ring cho mnh hot ng kinh doanh tr nn sun s v t hiu qu
cao. Mt vn bt cp l c khng t siu th ti H Ni c tn gi trng vi tn
- ng ph hoc qun/huyn ni t a im kinh doanh nh- siu th Ct Linh,
siu th Lng H, siu th Thi H, siu th Kim Lin iu ny v di hn s

36

khng ch gy kh khn cho doanh nghip trong vic ng k thng hiu m
cn nh h- ng ti kh nng cnh tranh ca h khi Vit Nam thc hin m ca
th trng bn l vo nm 2007.
Cng cn ni thm rng, khi to dng - c thng hiu cho mnh, cc
nh bn l hon ton c th dng chnh thng hiu m rng sang cung
ng sn phm. Ng- i tiu dng khi s hon ton yn tm vi cc sn phm
mang thng hiu ca trung tm mua sm m h tin t- ng. V kha cnh ny th
Co.op Mart l mt v d: siu th ny hp tc vi cc nh sn xut cung
cp sn phm vi cht l- ng m bo v ng gi bng chnh bao b mang
thng hiu Co.op Mart (nh- cc sn phm trng g, go, tht, n- c t- ng).
2.10. Ch tiu v vic hnh thnh chui siu th
Hu ht cc tn tui kinh doanh siu th ln trn th gii u c hng trm
cc ca hng bn l mang cng mt thng hiu, to thnh mt h thng chui
siu th rng khp ton cu. Vic hnh thnh nhng chui siu th nh- vy khng
ch gip nh kinh doanh tit kim chi ph m cn c vai tr to ln trong vic nh
v sc mnh ca doanh nghip trn th trng. Ti H Ni, ta thy xut hin
mt s chui siu th. Tuy nhin, qu trnh hnh thnh siu th dng chui vn
ang thi k mi bt u bi hin nay ch c rt t siu th kinh doanh theo m
hnh ny. C th l: chui siu th Fivimart vi 3 siu th t cc qun Ba nh,
Hon Kim v Hai B Tr- ng. Chui siu th Intimex vi 3 siu th Intimex B
H, Intimex Ho Nam v Intimex Lc Trung. Chui siu th Marko vi 3 siu th
l Marko 1 (Kim M), Marko 2 (Ty Sn) v Marko 3 (Ngc Khnh). Ngoi ra,
ti H Ni cn c siu th Sao H Ni cng ang dn hnh thnh m hnh dng
chui vi 2 siu th - ng Ct Linh v Phm Ngc Thch.
Nh- vy, a phn cc siu th ti H Ni vn ch l nhng siu th kinh
doanh c lp, n l. Mt s t theo m hnh dng chui nhng s siu th trong
chui cng rt hn ch. Doanh nghip cn nhn thc r tm quan trng ca vn
ny gp phn thc y hot ng kinh doanh ca mnh tin xa hn na.

37

3. nh gi chung v nng lc cnh tranh ca cc siu th H Ni
T phn tch v nng lc cnh tranh ni ti ca cc siu th H Ni thng
qua mt s ch tiu c bn trn, ta thy nng lc cnh tranh ca cc siu th
H Ni hin nay cn yu rt nhiu mt nh- kh nng ti chnh, ngun nhn
lc, cng ngh, trnh qun l, sn phm gi c, cht l- ng, th hin qua mt
s im sau:
Th nht, s l- ng siu th H Ni tng nhanh nhng quy m cn nh v
phn b bt hp l.
Th hai, trong a phn cc siu th (loi 3 v khng phn loi), tp hp hng
ho ch- a ln, chng loi ch- a phong ph, a dng v ph hp vi kinh doanh
siu th, cht l- ng ch- a cao, gi c hng ho thiu cnh tranh v cc dch v
khc cn ngho nn.
Th ba, cht l- ng v hiu qu kinh doanh siu th ch- a cao v khng n nh.
Th t- , cng tc qun l hot ng kinh doanh siu th cn nhiu yu km.
Th nm, vic u t- kinh doanh siu th theo h- ng hin i v hi nhp
cn hn ch. Cho n giai on hin nay, cc doanh nghip kinh doanh siu th
ch- a tim lc v cng ch- a thc s mnh dn u t- xy dng cc siu th
theo hng hin i v hi nhp. Vic hc tp kinh nghim kinh doanh ca
cc doanh nghip v tp on kinh doanh siu th ln trong khu vc v trn th
gii ch- a - c quan tm ng mc. Hin t- ng u t- kinh doanh c tnh cht
nh l, thiu ng b v hin i ang l nguyn nhn khin cc doanh nghip
ch- a bt kp v hi nhp vi cc doanh nghip v tp on kinh doanh siu th
trong khu vc v trn th gii.
Tuy nhin, cc doanh nghip kinh doanh siu th ti H Ni cng khng
phi l khng c nhng li th cnh tranh nht nh. Nhng li th ny chnh l
mng l- i siu th rng khp, th phn trong n- c, v s thng hiu mi
trng kinh doanh, tp qun tiu dng trong n- c so vi cc tp on n- c
ngoi. Trong khi cc siu th n- c ngoi vi quy m ln cn phi tm kim
nhng v tr xa trung tm, c khng gian rng ln, th vi mt a im gn khu

38

dn c- v ngay ti trung tm thnh ph, cc siu th trong n- c d hp dn ng- i
tiu dng hn v s tin li trong mua sm hng ngy ca h. Bi trong s 9 tiu
ch - c - a ra ni v tm quan trng khi la chn siu th th c ti 55% khch
hng coi v tr l yu t quan trng nht khi la chn siu th (Ph lc 5).
Thm na, c im th trng a phng s l yu t quyt nh thnh
cng cho m hnh bn l. R rng l khng ai am hiu th trng trong n- c
bng chnh nhng doanh nghip trong n- c. c rt nhiu kinh nghim tht
bi ca cc tp on ln trn th gii khi thm nhp vo th trng ni a Vit
Nam trong u nhng nm 90 do khng am hiu k c im nhu cu th trng
ny (nh- 2 tp on Masan, Daily ca M).
Song, nhng li th ny khng phi l nhng li th cao cp v v mt di hn
s d b mt i. Do s lm yu nng lc cnh tranh ca cc siu th H Ni. Bn
thn s am hiu mi trng kinh doanh, lut php v tp qun tiu dng l mt li
th quan trng song cc siu th n- c ngoi c th khc phc - c thng qua vic
tuyn dng nhng nh qun l Vit Nam. V th nhng li th hin nay ca cc siu
th ch mang tnh tm thi v rt d b mt i nu cc doanh nghip kinh doanh siu
th trong n- c khng c bin php i mi, huyn ho nhng li th ny thnh nhng
li th cao cp hn, kh b bt ch- c hay b mt i hn.
Hn na, nhng li th trn ch mang tnh gii hn trn th trng
trong n- c. Nu xt trn gic cnh tranh quc t th hu nh- cc siu th
H Ni khng c mt li th no. Do , cc doanh nghip trong n- c cn
nhn thc - c vn ny c b- c i ph hp, to s t ph cho ngnh kinh
doanh bn l trong n- c.
Tm li, h thng siu th ti H Ni hin nay tuy ang phi i mt vi
nhiu thch thc to ln c t mi tr-ng bn ngoi cng nh- mi tr-ng bn
trong doanh nghip nh-ng cng c khng t nhng c hi pht trin. Cc doanh
nghip kinh doanh siu th trn a bn H Ni lm th no tn dng tt
nhng c hi ? Ch-ng 3 ca ti s gp phn lm sng t vn ny.

39

I. p lc cnh tranh ca h thng siu th H Ni tr- c tin
trnh hi nhp kinh t quc t
Sc p cnh tranh lun l vn nam gii i vi Nh n- c v vi doanh
nghip. i vi cc doanh nghip kinh doanh siu th trong n- c, sc p cnh
tranh chnh l nhng p lc t cc hip nh song phng v a phng trn lnh
vc phn phi hng ho m n- c ta tham gia v t p lc cnh tranh ca cc i
th n- c ngoi.
1. Quy nh ca cc hip nh song phng v a phng
Trong thi gian ti, chng ta s ng tr- c thi im phi thc hin nhng
cam kt thng mi. C th l n nm 2006, n- c ta phi hon thnh chng
trnh CEPT/AFTA trong vic gim thu nhp khu mt lot cc danh mc hng
ho cam kt. Trong , mc thu nhp khu ca nhiu mt hng c ngun
gc t Asean s l 0-5%. Theo hip nh thng mi Vit-M, Vit Nam cng s
phi m ca th trng phn phi vo nm 2007. Cng vi l nhiu ch - u
i khc i vi cc doanh nghip Hoa K nh- : - c php thnh lp doanh
nghip 100% vn Hoa K ti Vit Nam, v v. Cam kt trong hip nh bo h
v xc tin u t- Vit Nht cng i hi chng ta phi m rng ca hn na.
Trong khun kh hip nh th- g mi t do Asean - Trung Quc (ACFTA),
chng ta cng b rng buc bi chng trnh thu hoch sm EHP Nhng cam
kt song phng v a phng mt mt s y nhanh qu trnh hi nhp ca
n- c ta nhng mt khc cng t cc doanh nghip trong n- c ng tr- c sc p
cnh tranh v cng khc lit. D- i y l mt s cam kt thng mi quan trng
m Vit Nam k kt.
1.1. Ch- ng trnh thu quan - u i c hiu lc chung CEPT
Vi mc tiu thit lp mt khu vc mu dch t do AFTA, cc n- c ng
Nam tin hnh chng trnh CEPT gim mc thu quan xung cn 0-
5% i vi hng ho bun bn gia cc thnh vin ASEAN. Mc gim thu vi
cc n- c khc l 2003, cn vi Vit Nam, Lo l 2006, Campuchia l 2010. Nh-
vy n ht nm nay l thi hn cui cng chng ta hon thnh vic ct gim

40

thu vi cc mt hng cam kt. C th s l- ng danh mc gim thu ca Vit
Nam nh- sau:
Danh sch
min gim
thu
Danh sch
loi tr
tm thi
Danh sch
loi tr
chung
Danh sch
nhy cm
Tng
Vit Nam 4.233 757 196 51 5.237
Ngun: Ban th- k Asean
Theo , hng ho t cc n- c Asean s c iu kin thun li thm
nhp vo th trng Vit Nam. c bit trong thi gian gn y, mt s hng bn
l nh- Parkson (Malaysia), South Asia Investment PTE (Singapore) ang trin
khai nhiu d n u t- kinh doanh trong lnh vc bn l ti n- c ta.
1.2. Hip nh hp tc Vit Nam - Cng ng Chu u
Hip nh hp tc m Vit Nam k vi Cng ng Chu u quy nh
hai bn s dnh cho nhau i x ti hu quc v thng mi (iu 3). iu ny
ng ngha vi vic cc doanh nghip ca EU s - c i x nh- i vi cc
doanh nghip n- c ngoi khc. ng thi, theo iu 4, hai bn cng cam kt s
pht trin trao i thng mi v tng c- ng kh nng tip cn th trng n
mc cao nht c th, khuyn khch trao i thng tin v c hi th trng. Hai
bn cng s dnh cho nhau iu kin thun li trong hot ng xut nhp khu
thng qua vic loi b hng ro thng mi, nht l hng ro phi thu quan. Vi
nhng cam kt trn, th trng Vit Nam s ngy cng m ca i vi cc doanh
nghip chu u. iu ny s m - ng Carrefour (Php), Tesco (Anh), Lidl
(c) xm nhp vo lnh vc bn l ca n- c ta.
1.3. Hip nh thng mi Vit-M
Hip nh Vit-M c nhng quy nh rt r v thng mi hng ho.
Theo , hai bn s dnh cho nhau lp tc v v iu kin quy tc ti hu quc
i vi hng ho xut nhp khu; thu quan; phng thc thanh ton; th tc hi
quan, qu cnh, l- u kho, chuyn ti; hn ngch, giy php; quy nh lin quan
n mua bn, vn ti, phn phi hng ho trong th trng ni a,

41

iu 2 ca hip nh quy nh rt r l Vit Nam khng - c p dng
mc thu, ph ni a vi hng ho nhp khu ca M cao hn so vi hng ho
trong n- c, khng - c phn bit i x v lut, cc quy nh khc c lin quan
ti vic bn hng, cho bn, mua, vn ti, phn phi, l- u kho i vi hng ho
M. Cng trong iu ny quy nh sau 3 nm k t 2001 c nhn v doanh
nghip M - c thnh lp cng ty lin doanh vi i tc Vit Nam v 7 nm sau
k t khi hip nh c hiu lc th - c php lp cng ty 100% vn Hoa K
xut nhp khu hng ho. Ngay c khi chng ta - c thnh lp v dnh cho
doanh nghip nh n- c s c quyn xut nhp khu cc hng ho ti ph lc C
ca hip nh th vn phi m bo theo nguyn tc khng phn bit i x gia
cc doanh nghip thng mi t- nhn.
Ngoi ra, theo hip nh ny, chng ta cng b danh sch cc mt hng
phi gim thu nhp khu. Hng ho ca M vo Vit Nam s chu mc thu
nhp khu thp. y s l mt thun li cho cc doanh nghip kinh doanh siu
th ca M. Vi hip nh trn, Vit Nam khng ch dnh cho M i x ti hu
quc m c i x quc gia. Cc doanh nghip M - c bnh ng vi doanh
nghip Vit Nam trong rt nhiu lnh vc, k c lnh vc phn phi. y l thch
thc ln i vi cc doanh nghip Vit Nam trong cuc cnh tranh vi cc tp
on phn phi ln ca M.
1.4. Cc cam kt khi gia nhp T chc Th- ng mi quc t WTO
n nay, Vit Nam hon tt vic m phn song phng v a phng
vi cc n- c thnh vin ca WTO, ngay c vi i th ln nht l M. Nhng
cam kt c th m hai bn nht tr hin vn ch- a - c B Th- ng mi cng
b. Nh- ng c mt iu chc chn rng cng vi th trng dch v, vin thng,
phn phi cng - c nh gi l mt th trng nhy cm. Cc doanh nghip
Hoa K s khng b qua bt k c hi no - c kinh doanh ti mt th trng
y tim nng nh- Vit Nam.
M ca th trng bn l v dnh cho doanh nghip M nhng - u i nht
nh l nhng cam kt m chng ta phi thc hin ngay khi gia nhp WTO - c
d on l vo cui nm nay. Mt khi Vit Nam l thnh vin ca WTO th mi

42

cam kt u c hiu lc vi tt c cc thnh vin cn li. iu ny ng
ngha vi vic chng ta s phi chia s th trng ca mnh cho cc i th n- c
ngoi.
2. Cc i th cnh tranh n- c ngoi
Vi qu trnh hi nhp ngy cng su rng ca Vit Nam, sc p cnh
tranh ln nht i vi cc doanh nghip phn phi ni a chnh l cc tp on
bn l xuyn quc gia.
Hin nay c 2 tn tui n- c ngoi c mt ti H Ni l Metro (c) v
Bourbon (Php). Tuy nhin, sau khi Vit Nam gia nhp WTO v m ca th
trng bn l th chc chn s l- ng ny s khng ch dng li .
Vi nm tr- c y, ti Trung Quc v Thi Lan, cc tp on xuyn quc
gia chim ti 70-80% th phn bn l ca hai n- c ny. V ai dm chc rng
trong thi gian ngn na tnh hnh t- ng t s khng xy ra H Ni?
II. Kinh nghim pht trin h thng siu th ti mt s n- c
1. Kinh nghim ca Trung Quc
1.1. H thng siu th Trung Quc
O Trung Quc, siu th bt u pht trin vo u thp k 90 vi tc
tng trng trung bnh hng nm l 70%/nm. Nm 2002, hng ho trong siu
th chim 7% khi l- ng hng ho bn l ca Trung Quc. Siu th ch yu pht
trin ti cc thnh ph ln nh- Bc Kinh, Th- ng Hi, Qung Chu, Vi dn
s trn 1 t ng- i v quy m th trng bn l l 550 t USD th ti Trung Quc,
phn phi qua h thng siu th l hnh thc ph bin hn c. Hin nay, chui
siu th ang c tc pht trin nhanh vi mc tng trng doanh thu bnh
qun l 30%/nm.

43

Trung Quc hin ang phi i mt vi khong 30 tp on phn phi ln
trn th gii v ch s hu 40% doanh thu bn l ca c n- c
20
. iu ny gy
ra sc p cnh tranh v cng ln vi cc doanh nghip Trung Quc c bit l
cc siu th quy m nh.
1.2. Chnh sch ca chnh ph Trung Quc i vi h thng siu th
Th nht, Chnh Ph Trung Quc to mi trng kinh doanh lnh
mnh cho h thng phn phi hin i thng qua ci cch phng thc qun l
hnh chnh sao cho vic ng k kinh doanh - c thun tin v ci cch phng
thc thu thu i vi cc doanh nghip phn phi hng ho.
Th hai, Chnh ph khuyn khch cc doanh nghip hot ng theo m
hnh chui siu th, khuyn khch sp nhp, mua li hnh thnh nn cc tp
on siu th ln, cnh tranh vi cc hng n- c ngoi.
Th ba, Chnh ph v cc a phng xy dng quy hoch pht trin
h thng phn phi hng ho cho mnh. T nm 1992, Trung Quc cho php
cc hng n- c ngoi u t- vo lnh vc phn phi hng ho. ng thi, chnh
ph cng khuyn khch vic thnh lp cc doanh nghip phn phi lin doanh
gia Trung Quc v n- c ngoi. Nh m Trung Quc hc hi - c kinh
nghim kinh doanh hin i, tin tin.
Th nm, n- c ny cng dnh nhiu - u i cho doanh nghip phn phi
trong n- c v tn dng, thng tin, o to, tr gip k thut, khuyn khch doanh
nghip ni a u t- ra n- c ngoi. c bit chnh ph tin hnh chn mt s
doanh nghip bn l ln tp trung h tr nhm tng c- ng sc cnh tranh ca
ton h thng.
Th su, Chnh ph cng c nhng bin php hn ch s pht trin ca
siu th ti cc thnh ph ln m ti s l- ng tr nn bo ho nh- Bc

20
Bo co tng hp ca B Thng Mi nm 2006 v Thc trng v gii php pht trin h thng siu
th nc ta trong giai on hin nay, m s 2004-78-024

44

Kinh, Th- ng Hi, Qung Chu, Thm Quyn v khuyn khch u t- pht trin
h thng siu th ti cc tnh min ty v trung ca Trung Quc.
2. Kinh nghim ca Thi Lan
2.1. H thng siu th Thi Lan
H thng bn l hin i Thi Lan bao gm: siu th, ca hng tin
dng, Cash & Carry, trung tm thng mi, i siu th chim khong 1,62% s
l- ng ca hng bn l (t- ng ng vi 4.897 ca hng). Trong , m hnh pht
trin nht l i siu th, ri n trung tm thng mi, ca hng tin dng, Cash
& Carry
21
(Ph lc 4.9).
Siu th ch yu tp trung ti Bng Cc (ni chim 20% dn s ca Thi
Lan) vi 75% s siu th trn ton quc. Siu th ca Thi Lan thng l mt b
phn ca cc trung tm thng mi. Hin nay, c khong 130 siu th nh- vy
trn ton t n- c v xu h- ng ca ng- i tiu dng Thi Lan l kt hp mua sm
v gii tr.
Nm 2002, h thng bn l hin i chim 54% th phn bn l ca Thi
Lan vi doanh thu 288.905 triu bt
22
(tr- c nm 1997 l 30%). Cng nh- Trung
Quc, cc siu th truyn thng ca Thi Lan ang ng tr- c sc p cnh tranh
rt ln khng ch t cc loi hnh kinh doanh bn l khc m cn t cc siu th
n- c ngoi.
2.2. Chnh sch ca chnh ph Thi Lan i vi h thng siu th
Th nht, chnh ph p dng cc bin php kim sot cht ch vi cc
nh phn phi ln nh- kim sot v khu vc m siu th, v thi gian m ca, v
giy php xy dng siu th ti cc thnh ph. Theo , cc hng bn l c din
tch trn 1.000m
2
phi - c xy dng cch trung tm thnh ph t nht l 15km.
Th hai, Chnh ph ch cho php cc tp on n- c ngoi m tng siu th
ring l, khng - c hnh thnh chui siu th thao tng th trng.

21
Theo B thng mi Thi Lan, nm 2002
22
Theo thi bo B- u in Thi Lan 2002

45

Th ba, Chnh ph ban hnh quy nh v thng mi v cnh tranh
ngn chn vic cnh tranh bng cch gim gi qu mc loi b cc i th v
c quyn th trng.
Th t- , chnh ph thnh lp lin minh bn l gip cc siu th ni a
to - c sc mnh th trng nht nh tr- c cc tp on ln ca n- c ngoi.
3. Kinh nghim ca Php
3.1. H thng siu th Php
Siu th ra i ti M nhng i siu th li l sn phm ca ng- i Php.
Cho n nay, Php chuyn sang giai on bng n ca cc i siu th v ca
hng gim gi. Tuy nhin, vi nhng o lut quy nh ngy cng cht ch hn
vi loi hnh siu th, cc nh phn phi ca Php m rng hot ng kinh
doanh siu th sang cc n- c khc thu li nhun nhiu hn. Thc t, h c th
trng tiu th kh ln v t Php n c th v- n sang cc n- c ln cn trong
EU, nhng n- c c nhiu im t- ng ng v thi quen tiu dng, tm l tiu
dng, thu nhp.
O Php, c th k tn cc thng hiu siu th nh nh- Petit Casino (ca
tp on Casino), Shopi, 8 huit, March Plus (ca tp on Carrefour), G 20,
Coccinelle (ca Francap), Coop (ca Coop). Nhng i siu th ni ting l
Carrefour, Auchan, Casino, Cora. Mt iu ph bin l cc hng bn l ca Php
thng kinh doanh c mt h thng siu th gm siu th nh, siu th v i siu
th. (Ph lc 4.10)
3.2. Chnh sch ca chnh ph Php i vi h thng siu th
Php ban hnh lut Royer (lut nh h- ng thng mi 27/12/1973)
hn ch xy dng cc ca hng c din tch > 1.000m
2
ti ni c t hn 40.000
ng- i, ca hng c din tch > 1.500m
2
ti ni c trn 40.000 ng- i.
Lut Raffarin nm 1996 nghim cm cnh tranh bng cch h gi cng
nh- hn ch s pht trin ca cc ca hng c din tch trn 300 m2 ti Php.
4. Mt s quan im rt ra t kinh nghim pht trin h thng siu th ca
cc n- c

46

Th nht, khi i sng - c nng cao th s ra i v pht trin ca loi
hnh kinh doanh bn l hin i l mt tt yu. Tht vy, siu th ngay khi ra i
l mt phn quan trng ca h thng phn phi ti cc n- c bi siu th c nhiu
im - u vit so vi cc loi hnh bn l khc. Do , chng ta cn to iu kin
thun li pht trin siu th ni ring v h thng bn l hin i ni chung.
Nh- ng cng khng v th m hn ch s pht trin ca thng mi truyn thng.
Th hai, siu th cc n- c pht trin v ang pht trin ang ng tr- c
s cnh tranh gay gt t cc tp on bn l n- c ngoi. Do , Chnh ph mt
mt cn ban hnh cc quy ch, bin php kim sot cht ch ngay t u cc
hng phn phi n- c ngoi, mt khc c bin php h tr cc doanh nghip
trong n- c. Cc bin php ny phi m bo thng mi cng bng v ph hp
vi cc cam kt song phng v a phng m n- c ta tham gia.
II. Mt s gii php nhm tng c- ng kh nng cnh tranh ca
h thng siu th H Ni tr- c sc p hi nhp kinh t quc t
T vic phn tch p lc cnh tranh v kinh nghim pht trin siu th ca
cc n- c trn th gii, nhm nghin cu xin - a ra mt s gii php i vi Nh
n- c v doanh nghip nhm tng c- ng kh nng cnh tranh ca siu th ti H
Ni nh- sau: (nhng gii php ny -c c kt kinh nghim ca Trung
Quc, Thi Lan v Php).
1. Gii php v m pht trin v bo h h thng siu th H Ni tr- c
sc p hi nhp
Trong mi trng hi nhp, cc doanh nghip Vit Nam thng khng
phi l i th ca cc tp on xuyn quc gia. Ng- i ta thng gii thch v s
thnh cng ca cc doanh nghip Nht khi len li vo th trng th gii l do c
- c s hu thun rt ln ca Chnh ph Nht Bn. Ngay bn thn cc tp on
xuyn quc gia cng - c tr gip rt ln t pha Chnh Ph. Do , Chnh ph
Vit Nam cn lun st cnh vi doanh nghip bo h mt cch hp l, nh
h- ng v to iu kin cho doanh nghip pht trin.
1.1 . Gii php v khung php l cho hot ng kinh doanh siu th

47

Vit Nam cn ban hnh nhng quy nh c th iu chnh hot ng
siu th. Quy ch Siu th v Trung tm thng mi cn - c xy dng thnh
Php lnh kinh doanh bn l iu chnh c hot ng ca cc loi hnh bn l
khc nh- ch, ca hng tin li, i siu th,... ng thi, trong cch phn hng
siu th, ta cn nghin cu loi b cc yu cu v dch v giao hng tn nh,
bn hng qua in thoi, b- u in vi siu th loi 2 v nhng hnh thc ny vn
cn kh mi m vi th trng. Bn cnh , Chnh ph cn iu chnh cc quy
nh trong Quy ch siu th, trong Php lnh bo v ng- i tiu dng, Php lnh
v sinh an ton thc phm c lin quan n cht l- ng sn phm kim sot
cht ch hn hng ho by bn trong siu th. Cc yu cu v cht l- ng, ngun
gc, nhn mc cn - c ban hnh c th lm c s cho vic kim tra hot ng
kinh doanh. iu ny s gip nng cao cht l- ng hng ho trong siu th cng
nh- bo v li ch ng- i tiu dng.
Cn trnh trng hp khi cc doanh nghip ni a khng cn kh nng
cnh tranh vi cc tp on bn l n- c ngoi th mi nhn ra s cn thit phi
thit lp khung php l cho hot ng bn l. ng thi, tu vo tng giai on
m ban hnh thm cc quy ch khc hon thin khung php l. V d tr- c s
bo ho ca cc siu th ti cc thnh ph ln, chnh ph Trung Quc c cc
chnh sch khuyn khch u t- pht trin h thng siu th ti cc tnh Min Ty
v Trung ca n- c ny.
1.2. Gii php v h tr cc siu th ni a
Th nht, Chnh ph c th thng qua cc B, ngnh nh- B thng mi,
Vin nghin cu thng mi, V chnh sch th trng trong n- c, S Th- ng
mi H Ni v cc B, ngnh lin quan m cc kho o to gip doanh
nghip kinh doanh siu th nhn thc v sc p hi nhp, tip thu cc kin thc
kinh doanh siu th tin tin trn th gii; cung cp cc thng tin v th trng,
v i th n- c ngoi. iu ny khng phi doanh nghip no trn a bn H
Ni cng c th tip cn - c, nht l doanh nghip t- nhn.

48

Th hai, Chnh ph c th h tr v mt bng gip cc siu th ni a
c - c v tr kinh doanh thun li. Mt bng kinh doanh thun li s to iu
kin gip doanh nghip m rng quy m siu th, gim gi hng ho.
C th, Chnh ph c th - u tin cc doanh nghip ni a - c kinh
doanh siu th ti cc khu th mi, khu chung c- , trung tm thng mi do
Chnh ph xy dng hoc qun l. Ngoi ra, thng qua vic r sot, nh gi v
hiu qu v tim lc cc ca hng bch ho trn a bn H Ni, thnh ph nn
c k hoch bn giao li cho cc doanh nghip phn phi c hiu qu tn
dng v th thun li, mt bng, tn tui, t xy dng thnh cc siu th, ca
hng t phc v. Bn cnh , cn to iu kin thun li v cp php u t- h
tng thng mi, v thu t, thu c s h tng cho kinh doanh siu th.
Th ba, cc siu th ti H Ni mun m rng hot ng kinh doanh u
phi tin hnh vay vn. Do , Nh n- c c th gim li sut cho vay t nay n
tr- c mc 2007 gip cc doanh nghip c bn xy dng - c c s vt cht
hoc u t- nng cp hot ng kinh doanh siu th.
Thm na, cc doanh nghip kinh doanh siu th hin cng ang phi chu
mc thu VAT 10% cao hn so vi h kinh doanh ch v mc thu thu nhp
doanh nghip (28%) cao hn cc doanh nghip FDI (25%). Chnh sch thu ny
khin siu th ni a kh c th cnh tranh vi cc i th khc. Do , chnh ph
cng cn xem xt iu chnh li nhng mc thu trn hp l v - u i hn.
Th t- , chng ta c th hc tp Trung Quc la chn mt s doanh
nghip ni a kinh doanh siu th tp trung h tr gip doanh nghip nng
cao sc cnh tranh, m rng hot ng kinh doanh, xy dng doanh nghip tr
thnh u tu cho ton b h thng siu th H Ni. Vic h tr Tng cng ty
Th- ng mi H Ni (Hapro) trong vic xy dng chui siu th Hapro l mt
trong nhng bin php m H Ni v ang tin hnh.
1.3. Gii php v quy hoch pht trin siu th
Nh n- c cng nh- cc tnh, thnh ph cn xy dng quy hoch pht trin
siu th trong tng giai on m bo s pht trin ca loi hnh bn l nm
trong tm qun l ca Nh n- c. Theo , chng ta nn tp trung pht trin siu

49

th ti cc thnh ph ln, khu dn c- ng c. Tuy nhin, vic quy hoch ny
cn - c xem xt k l- ng v nhu cu ca dn c- , v c s h tng trnh tnh
trng tp trung qu nhiu siu th ti mt a im, v hnh chung to nn sc p
cnh tranh khng cn thit.
1.4. Gii php thnh lp hip hi siu th, thc y m hnh lin kt, m hnh
chui siu th
Phn ln siu th ca H Ni c quy m nh nn sc mnh th trng cng
khng ln. Hip hi siu th ra i s tp hp cc siu th trn a bn th ,
cng h tr nhau trong kinh doanh v hip lc cnh tranh vi cc siu th
n- c ngoi. Hip hi s h tr cc thnh vin v thng tin, xy dng lin kt dc
gia siu th v cc nh cung ng m bo ngun hng tt v n nh. Nhiu
hot ng nh- o to nhn lc, nghin cu th trng, u tranh chng hng gi
khi - c t chc theo m hnh hip hi s c hiu qu tt hn, chi ph hp l
hn. Hip hi cng s - a ra cc tiu ch nht nh i vi thnh vin v cht
l- ng hng ho, dch v khch hng... gip cc siu th lun n lc ci tin chnh
mnh. Ngoi ra, vi m hnh ny, chng ta cng c th khuyn khch lin doanh,
lin kt gia cc siu th thnh vin hnh thnh cc doanh nghip ln mnh
hn hay cc chui siu th. Hin nay H Ni cng c mt hip hi siu th
nhng ch- a thc s pht huy - c vai tr trong vic h tr cc thnh vin.
1.5. Gii php pht trin m hnh chui siu th bnh dn
Nu xt trong khu vc ni thnh, khu vc trung tm H Ni th kh c th
tm thy mt bng kinh doanh rng pht trin cc siu th ln hay i siu th.
Mc gi bt ng sn cao cng l hn ch khng nh i vi cc siu th ni a.
Hn th, s tin li l mt trong s nhng tiu ch - c ng- i dn nh gi cao
khi la chn siu th. Do , gii php v m hnh siu th bnh dn tr nn hp
l khi chng ta c rt nhiu ca hng tp ho ti thnh ph. Chng ta c th tn
dng uy tn, mt bng, nhn cng thm ch l c mt s ngun hng c sn.
Vi chi ph u t- ban u khng qu ln, thnh ph hon ton c th h tr
n ny cho cc doanh nghip c kh nng chng ta xy dng mng l- i
siu th bao ph khp th trng. Bn cnh , vi m hnh chui siu th bnh

50

dn ny, doanh nghip hon ton c th da vo li th quy m gim thiu
cc chi ph v h gi thnh sn phm. Thi im 2007 khng cn xa m thc lc
cc doanh nghip H Ni ch- a mnh xy dng nhng thng hiu phn phi
ln th m hnh ny rt cn - c quan tm, y mnh nghin cu v trin khai.
G7 Mart ca Trung Nguyn cng la chn m hnh ny v phn u m 100
ca hng trong nm 2006.
1.6. Gii php kim sot cht ch cc siu th n- c ngoi
H Ni cn c cc quy nh c th i vi cc doanh nghip n- c ngoi
khi kinh doanh siu th trn a bn thnh ph. Thng qua , chng ta c th
kim sot v iu tit s pht trin ca cc siu th ny. Bi hc m Thi Lan
ch cho chng ta l nn qun l v din tch ti thiu hoc ti a, v giy php
m siu th, nht l vi chui siu th. Cc siu th vi quy m ln khng - c
t trong trung tm thnh ph m phi di di xa khu vc trung tm m bo
ng quy hoch pht trin th . Quy nh ny hon ton khng tri vi thng
l quc t. Ngoi ra, thnh ph ch nn cho php cc tp on n- c ngoi m
tng siu th ring l, khng - c hnh thnh chui siu th thao tng th
trng. V lu di y ch l bin php mang tnh tm thi v chng ta cng ang
khuyn khch cc doanh nghip ni a hnh thnh chui siu th.
2. Gii php tng c- ng kh nng cnh tranh ca cc siu th H Ni tr- c
sc p hi nhp
2.1. V mt bng kinh doanh
Theo iu tra ca nhm ti i vi 192 ng- i tiu dng l n
23
, trong 9
tiu ch la chn siu th - c - a ra th 55% khch hng cho rng v tr ca siu
th l tiu ch quan trng nht
24
. Mt siu th d m bo tt c mi tiu ch
nhng ni th- a dn c- th cng kh c th thu ht - c khch hng. Vic la
chn mt bng kinh doanh khng ch nh h- ng ti quyt nh mua hng ca
khch hng m cn nh h- ng ti gi c v vn u t- ca siu th. Tm li,
khi bt u hot ng kinh doanh siu th th doanh nghip nn c bit ch

23
Ph lc 5: Mu phiu iu tra v cc tiu ch iu tra
24
Ph lc 5: Kt qu iu tra, cu 2

51

trng ti vic tm kim mt bng kinh doanh l t- ng nht cho mnh. y chnh
l mt li th ca siu th H Ni so vi siu th n- c ngoi v n nm len li
trong cc khu dn c- nn cho php phc v tt hn nhu cu hng ngy ca ng- i
H Ni. Thc t, ch c 26% s ng- i - c hi cho rng siu th n- c ngoi c
v tr thun li hn siu th ni a
25
.
2.2. V mt hng kinh doanh
Do cuc sng cng nghip bn rn m ng- i tiu dng ngy cng c nhu
cu i siu th tit kim thi gian mua sm. Ti siu th, h c th mua nhiu
hng ho mt lc. V vy cc siu th H Ni mun cnh tranh tt th phi cung cp
a dng cc loi mt hng t hng tiu dng hng ngy nh- thc phm t- i sng,
cng nghip cho n hng tiu dng di ngy nh- gia dng, may mc, tr
em Kt qu iu tra cho thy mc d hng thc phm - c ng- i tiu dng la
chn nhiu nht nhng s chnh lch gia cc mt hng khng qu ln chng t
ng- i tiu dng H Ni quan tm n hu ht cc mt hng ti siu th
26
.
Khng ch a dng ho hng ho, siu th H Ni cng cn m bo
vic cung cp hng ho t cht l- ng. i vi hng t- i sng th v sinh an
ton thc phm phi m bo mc cao. Cht l- ng lun l tiu ch - c ng- i
tiu dng quan tm nhiu nht khi chn mua hng ti siu th
27
. V th, cc siu
th ti H Ni cn nm chc tm l ny lun c nhng hng ho cht l- ng
cao, phc v tt nht nhu cu ca khch hng.
Ngh thut trng by hng ho s to hng th v thc y hnh vi mua
hng ca ng- i tiu dng. Thc t cho thy hu ht quyt nh mua hng ca
chng ta - c hnh thnh ngay ti siu th ch khng phi - c ln k hoch
tr- c. Ngh thut trng by hng ho bao gm: cch b tr gi hng, cch
phn chia cc khu vc ngnh hng, cch by bin hng ho,...
2.3. V gi c

25
Ph lc 5: kt qu iu tra , cu 11
26
27

52

Trong s 192 b ni tr - c hi th 61% ch i siu th d- i 5 ln/thng
28
.
iu cho thy siu th vn ch- a thc s gn gi vi ng- i dn H Ni.
Nguyn nhn u tin l do gi c ti siu th cn ch- a hp l, khng ni l t
hn so vi cc loi hnh bn l khc
29
.
c th cnh tranh tt vi cc loi hnh khc v cc siu th n- c ngoi
th siu th ni a cn c chnh sch gi c hp l. Do chi ph vn hnh siu
th cao hn cc ca hng bn l khc nn siu th c th gim cc chi ph tn kho
bng cch quay vng hng ho nhanh, gim chi ph nhn lc khng cn thit
bng cch phn ca lm vic, xc nh s nhn vin, tranh th cc chng
trnh khuyn mi, gim gi ca cc nh cung cp. Ngoi ra vic xy dng knh
phn phi lin kt dc gia siu th v nh phn phi mt cch cht ch s gip
cc siu th m phn thnh cng mua hng ho u vo vi gi hp dn t
gim gi cho khch hng.
2.4. V xc tin bn hng
Hot ng xc tin bn hng lun l v kh sc bn m cc siu th trong
n- c c th s dng cnh tranh vi cc hng n- c ngoi. V cng vi hot
ng ny, siu th cng cn cung cp nhiu tin ch khc cho khch hng thng
qua cc dch v khch hng. Theo , siu th s to lp - c cho mnh danh
sch khch hng trung thnh cng nh- hnh nh tt v mt siu th lun h- ng
n s hi lng ca khch hng. c th l bi gi xe khng mt tin, dch v
gi an ton, thi gian m ca di hn, dch v gi qu tng, dch v giao hng
tn nh, dch v bo hnh chu o, dch v thanh ton bng th, s tn tnh ca
nhn vin,...
2.5. V nhn vin siu th
Siu th l h thng nhng ca hng hin i kinh doanh theo phng thc
vn minh. Do vy, nhn vin siu th cng cn - c tuyn chn, o to k

28
P h lc 5: kt qu iu tra, cu 1
29
Ph lc 5: kt qu iu tra, cu 8

53

l- ng. Trong s nhng ng- i - c iu tra th 17% ch- a hi lng vi thi
phc v v trnh hiu bit v hng ho ca nhn vin
30
. Do xy dng i
ng nhn vin nhit tnh, c trnh cng chnh l xy dng b mt ca siu th,
nht l khi phn ln cc siu th ni a vn nh gi cao s tip xc gia khch
hng v ng- i bn hng.
2.6. Chui siu th
Nh- phn tch nhng phn tr- c, vic hnh thnh mt h thng chui
cc siu th c ngha ht sc to ln i vi bt k doanh nghip kinh doanh siu
th no. Nhn thc - c iu ny, cc doanh nghip cn xy dng cho mnh mt
chin l- c kinh doanh chui siu th ph hp, tu thuc vo iu kin, nng lc c
th ca tng doanh nghip. Trong 1 ca phn ny, nhm nghin cu cp ti
vic hnh thnh Hip hi siu th v chui siu th bnh dn i vi nhng siu th
c quy m nh. O y, chng ti xin - a ra gii php hnh thnh chui siu th i
vi nhng siu th kinh doanh tng hp c quy m ln (siu th loi 1 v 2):
Thc t ti H Ni, s l- ng siu th loi 1 v 2 khng nhiu m a phn
l cc siu th loi 3 v khng phn loi hot ng n l, t pht, hiu qu li
khng cao. Thm na, ti a bn H Ni vi din tch t ai hn hp, cc siu th
quy m ln d mun cng kh c th m rng chui siu th ca mnh. Chnh v
th, gii php y l h c th mua li nhng siu th nh hn t lm di thm
h thng chui ca mnh. Bng cch ny, doanh nghip va tn dng - c nhng
li th sn c t cc siu th (mt bng kinh doanh, nhn cng, c s vt cht,...),
va khng cn phi tn thi gian v tin ca u t- cho mt a im mi, li
nng cao tn tui ca mnh. Mt khc, cc siu th quy m nh s ci thin - c
ng k tnh hnh kinh doanh thng qua phng thc qun l chuyn nghip v hin
i. cn ch- a k n vic mua li ny s gp phn thc y hiu qu hot ng
ca cc siu th trong mt h thng siu th bi bn v quy c hn.
Trn y l mt s nhm gii php c bn m chng ti - a ra nhm nng
cao kh nng cnh tranh ca cc siu th ti H Ni. Cc doanh nghip kinh
doanh siu th c th coi l ti liu kho p dng vo doanh nghip mnh.
Song, iu quan trng l doanh nghip phi nm r nng lc thc s ca bn

30
Ph lc 5: kt qu iu tra, cu 9

54

thn, t la chn v xy dng nhng gii php ph hp nht vi tnh hnh
kinh doanh c th ca mnh.
Tm li, h thng siu th H Ni tuy ng tr-c khng t thch thc
nh-ng cng c nhiu li th nht nh nu bit pht huy tt th vn lun c ch
ng trn th tr-ng. Tuy nhin, cnh tranh hiu qu vi cc tp on phn
phi giu kinh nghim th cn i hi s sng to ca chnh cc doanh nghip.

Kt lun

Pht trin h thng siu th vn minh, hin i H Ni trong bi cnh
n- c ta ang thc hin cng cuc i mi, tin hnh cng nghip ho - hin i
ho v ch ng hi nhp vi th gii v khu vc l mt i hi ca thc t
khch quan, ng thi gp phn thc hin thng li cc ch trng, chnh sch
ca ng v Nh n- c v pht trin cc loi hnh thng mi vn minh, hin i
Vit Nam trong giai on hin nay.
Siu th H Ni tri qua hn 10 nm hnh thnh v pht trin tr
thnh mt phn quan trng trong h thng thng mi vn minh, hin i ca t
n- c nh- hin nay v c nhng ng gp to ln vo s pht trin thng mi ni
ring, pht trin kinh t, x hi t n- c ni chung. Tuy nhin, do mi giai
on u pht trin, h thng siu th ti H Ni khng trnh khi cn nhiu hn
ch v yu km c d- i gic qun l v m ca Nh n- c cng nh- trong hot
ng qun tr doanh nghip ca thng nhn kinh doanh siu th.
Thi gian t nay ti nm 2010, tr- c nhng thch thc mi ca mi trng
kinh doanh trong n- c v quc t, nht l tr- c p lc phi sm m ca th
trng phn phi cho cc nh kinh doanh n- c ngoi theo cam kt trong Hip
nh Th- ng mi Vit Nam - Hoa K (nm 2007), khi Vit Nam gia nhp WTO,
thc hin cam kt song phng khu vc v a phng khc, vic i su nghin
cu thc trng cnh tranh v nng lc cnh tranh ca h thng siu th H Ni v
tm ra nhng gii php v- t ln thch thc, pht trin thnh cng h thng
siu th H Ni, gp phn pht trin h thng siu th ca c n- c c ngha
ln c v mt l lun cng nh- thc tin.

55

Do hn ch v thi gian v nng lc nn ti khng trnh khi nhng thiu
st. Chng ti rt mong nhn - c s ng gp kin ca cc thy c v bn
c hc hi v rt kinh nghim. Xin chn thnh cm n!

Danh mc ti liu tham kho

Cc trang web
1. http://www.vneconomy.com.vn
2. http://www.evnb2b.com/codeaspx
3. http://www.vnanet.vn/News.asp
4. http://www.nld.com.vn/tintuc/kinh-te/144040.asp
5. http://www2.dantri.com.vn/kinhdoanh/2005/4/50938.vip
6. http://www.vcci.com.vn/exim-promotion
7. http://www.vnexpress.net/Vietnam/Kinh-doanh
8. http://www.moi.gov.vn/News
9. http://www.mof.gov.vn
10. http://www.vir.com.vn/client/dautu
11. http://vpb.com.vn
12. http://www.na.gov.vn/vietnam/chuyende
13. http://www.dantri.com.vn/kinhdoanh/thitruong
14. www.golmart.com.vn
15. www.vdcsieuthi.vnn.vn
16. www.saigon-coopmart.com.vn
17. http://www.saigonco-op.com.vn/modules/news
18. http://www.rfa.org
19. www.tintucthitruong.com.vn.mht
20. www.VietNamNet.mht
21. www.thanhnienonline.mht

56

22. www.SaiGonTiepThiOnline.mht
23. www.SaiGonTiepThi3.mht
24. www.GOLMARThomepage.mht
25. www.hangvietnamchatluongcao.mht
26. http://fr.wikipedia.org
27. http://www.groupe-casino.fr
28. www.carrefour.fr
29. marksandspencer.com

Sch tham kho
1. Pht trin h thng phn phi hng ho Vit Nam trong bi cnh hi nhp
kinh t quc t, Nh xut bn l lun chnh tr, nm 2004
2. La chn b- c i v gii php Vit Nam m ca v dch v thng mi,
Nh xut bn l lun chnh tr, nm 2005
3. Hi nhp kinh t p lc cnh tranh trn th trng v i sch ca mt s
n- c, Nh xut bn giao thng vn ti, nm 2003
4. Chin l- c pht trin n 2010, tm nhn n 2020 ca Tng cng ty Th- ng
mi H Ni_Hapro, d tho ln VI, thng 11 nm 2005
5. Bo co tng hp v Thc trng v gii php pht trin h thng siu th
nc ta trong giai on hin nay, m s 2004-78-024, B Th- ng Mi, nm
2006
6. ti Nghin cu tm l khch hng v hnh vi chn mua ca h ti cc
siu th ti H Ni,V Thanh Tng, Nguyn c Tin

Vn bn lut
1. Lut thng mi s 36/2005/QH11
2. Lut cnh tranh s 27/2004/QH 11
3. Quy ch Siu th v Trung tm thng mi (ban hnh km theo quyt nh
ca B trng B Th- ng mi s 1371/2004/Q-BTM ngy 24-9-2004)

57

4. H- ng dn thc hin Q s 1371/2004/BTM ngy 24-9-2004 ban hnh Quy
ch siu th v trung tm thng mi ngy 31 thng 1 nm 2005
5. Php lnh 13/1999/PL-UBTVQH 10 v bo v quyn li ng- i tiu ding
6. Hip nh hp tc gia VN v Cng ng Chu u
7. Hip nh Th- ng mi Vit-M
8. Ch- ng trnh thu quan - u i c hiu lc chung CEPT

Ph lc 1
Cc loi hnh bn l hin i
31

1. Siu th nh
Siu th nh l ca hng bn l theo phng thc t phc v, ch yu l bn
hng thc phm, trn din tch bn hng t 120 n 400 m2 Php, Ty Ban
Nha v t 100 n 400 m2 B, c.
O Php, c th k tn cc thng hiu siu th nh nh- Petit Casino (ca tp
on Casino), Shopi, 8 huit, March Plus (ca tp on Carrefour), G20,
Coccinelle (ca Francap), Coop (ca Coop).
2. Ca hng i h gi (hard-discount hay maxidiscompte)
Ca hng i h gi l ca hng theo phng thc t phc v, ch yu bn
hng thc phm vi gi thp hn mc trung bnh trn mt din tch bn hng nh
v s l- ng sn phm hn ch (d- i 1.000 tn hng vi din tch d- i 1.000m2)
Hard- discount tp hp cc thng hiu phn phi hoc sn phm bnh dn
vi s by tr n gin gim cc chi ph nhn cng, chi ph vn hnh nhm
lm cho gi bn t ti mc thp nht. Khi u t nhng nm 1930 vi nhng
ca hng mt gi nh- Uniprix, Monoprix, Prisunic, hard-discount bit n s

31

58

tng trng v- t bc vo cui nhng nm 19880 vi nhng thng hiu nh-
Lidl, Norma, Le Mutant, Aldi, Ed, Leader Price.
3. i siu th
i siu th l ca hng bn l gim gi trn mt din tch bn hng nh
nht l 2.500 m2. i siu th thng xa trung tm thnh ph, hot ng theo
phng thc t phc v v cung cp rt nhiu mt hng trong c thc phm.
i siu th Carrefour u tin trn th gii ra i ti ngoi Paris vo nm
1963. Nhng khi nim i siu th th phi i 3 nm sau mi c sng to
ra bi Jacques Pictet. i siu th i hi phi c ch xe ln v nm trn cc
trc - ng quan trng. V th m s pht trin ca i siu th gn lin vi s
tng nhanh ca t. Cc thng hiu phn phi ln ca Php l Carrefour,
Auchan, Casino, Cora.
4. Trung tm thng mi
Trung tm thng mi l tp hp cc loi hnh cng kinh doanh trn mt
din tch nht nh. Trung tm thng mi thng to ra mt khng gian thun
tin cho vic mua sm vi khu xe, m nhc, my lnh, cc hot ng gii tr
khc. H thng siu th l mt phn khng th thiu ca trung tm thng mi.
Trung tm thng mi u tin trn th gii l Galleria Vittorio
Emmanuele ra i vo nhng nm 1960 Milan, . Cc trung tm thng mi
ln trn th gii l West Edmonton Mall Canada, Mall of America, Plaza at
King of Prussia, Court at King of Prussia M.

59

60

Ph lc 2
Mt s m hnh v bng biu minh ho cho ti
(i vi biu hnh trn, s liu -c th hin theo chiu kim ng h t-ng ng vi th t cc
tnh, thnh ph t trn xung d-i)
Biu: 2.6
T l s l- ng siu th Vit Nam (tnh
n cui 2005)
2%
10%
88%
Siu th
TT thng
mi
Ca hng
t chn
Ch


61

Bng: 2.4
S l- ng siu th, ch truyn thng, ca hng tin li
ti mt s quc gia Chu
Stt Quc gia Ch truyn thng Ca hng tin li Siu th
1 Trung Quc 2.768.688 22.701 3.921
2 Indonesia 1.787.897 115 1.152
3 Philipin 569.642 1.356 1.122
4 Thi Lan 282.705 5.026 438
5 Hn Quc 65.634 9.867 3.980
6 Nht Bn 47.299 43.294 10.122
7 Malaysia 25.693 2.194 474
8 i Loan 19.804 8.628 1.236
9 Vit Nam 18.183 19 104
10 Hng Kng 2.253 939 778
11 Singapo 1.886 577 229
Ngun: ACNielsen, Global Leader in Market Research, nm 2005

62

Bng: 2.5
Tnh hnh m mi siu th hng nm t 1996-2004
Nm 96 97 98 99 00 01 02 03 04 * Tng
H Ni 3 4 4 8 5 2 10 5 14 46 101
TP HCM 5 2 6 3 2 9 3 6 18 34 88
Tnh, TP
khc
6 2 2 5 3 1 11 16 15 15 76
Tng 14 8 12 16 10 12 24 27 47 95 265
*: s liu khng thng k -c theo nm r rng

Bng: 2.6
Kt qu kho st 13 th trng bn l hp dn nht th gii

Ngun: Tp on t- vn AT Kearney (5/2006)

63

Bng: 2.7
Thu nhp bnh qun mt thng trn c n- c
n v: 1.000 VND
Vng
Thu nhp bnh qun
nhn khu/thng
S nhn khu bnh
qun mt h (ng- i)
ng Nam b 832.97 4.48
ng bng sng Hng 488.18 4.47
ng bng sng Cu Long 471.07 3.92
Duyn Hi Nam Trung b 414.86 4.24
Ty Nguyn 390.18 4.46
ng Bc 379.85 5.09
Bc Trung b 317.09 4.40
Ty Bc 265.69 5.15
C n- c 484.38 4.36
Ngun: Tng cc thng k (iu tra mc sng ca ng-i dn nm 2004)

64

Bng: 2.8
Tng mc bn l hng ho v doanh thu dch v tiu dng (theo gi thc t) xt
theo a phng
n v: t ng
Ngun: http://www.gso.gov.vn cp nht 10/07/2006

Nm C n- c H Ni
%
1995 119569,6 12190,0 10,19
1996 144102,6 13917,0 9,66
1997 159701,6 14710,0 9,21
1998 183212,1 15986,0 8,73
1999 198292,2 17743,0 8,95
2000 220410,6 21973,0 9,97
2001 245315,0 23682,0 9,65
2002 280884,0 27842,0 9,91
2003 333809,3 30906,6 9,26
S b 2004 376894,2 35910,7 9,53

65

Biu: 2.7
Mc tiu dng ca khch hng ti siu th
trong nm 2004 v 2005

Ngun: ACNielsen, Global Leader in Market Research (2/2006)

36
51
94
97
85
3
10
39
56
96
99
90
1
22

4 5
Chi tiu thng xuyn (%)
Chi tiu 1 ln/tun (%)
Chi tiu 1 ln/thng (%)
Chi tiu khng thng xuyn
Chi tiu hng nm (%)
Chi tiu c cn nhc (%)

Chi tiu khng cn nhc (%)

66

S : 2.1
Nhng nhn t quan trng theo nh gi ca khch hng
ti siu th v ch truyn thng

Ngun: ACNielsen, Global Leader in Market Research (2/2006)
S a dng ca SP
Dch v khch hng
Gi
Ch- ng trnh xc tin
Cht l- ng SP
V tr
Kh nng tip cn SP
Siu th
S a dng ca SP

Dch v khch hng

Ch- ng trnh xc tin

Cht l- ng SP

V tr

Ch truyn thng
Gi

Kh nng tip cn SP

67

S : 2.2
M hnh phn tch SWOT gia ch truyn thng v siu th

Siu
th
- B cnh tranh bi
cc i l, cc hnh
thc bn hng ti nh
- Mi trng php l
ch- a hon thin
Ch
truyn
thng
- Thi quen tiu dng
thay i
- th ho nhanh
chng dn n s
xut hin ca cc siu
th

Thch thc
C hi
Siu
th
- Kinh t tng trng
nhanh, mc thu nhp
BQ u ng- i ngy
cng tng
- Qu trnh th ho
v thi quen tiu dng
ang thay i
Ch
truyn
thng
- Ph bin vng nng
thn
- Pht trin theo h- ng
chuyn doanh

Siu th - Gi cao
- Ngun hng t a dng
- Thiu kinh nghim
- t nghin cu th trng
Ch
truyn
thng
- V sinh khng m bo
- nhim mi trng
- Mt thi gian mc c
- Kinh doanh thiu bi
bn

im yu
im mnh

Siu
th
- Khung cnh d chu, sch
s, vn minh
- Nim yt gi r rng
- Hng ho tp trung
- Cht l- ng bo m
Ch
truyn
thng
- L ni mua bn theo thi
quen lu i
- Phn b ri rc khp ni
- Phc v tn tnh, gi c
hp l
- Mua hng thun tin (nht
l hng thc phm t- i
sng)

68

Bng: 2.9 Tng mc bn l hng ho v doanh thu dch v qua cc nm
1999 2000 2001 2002 2003 2004
Gi tr (t ng) 200.923 220.410 245.315 280.884 333.809 376.894
Tc tng (%) 8,26 9,7 11,3 14,5 10,53 19,98
Ngun: Nin gim Thng k 2005

Bng: 2.10 Thu nhp bnh qun u ng- i theo gi hin hnh
n v : nghn ng
2000 2001 2002 2003 2004
Thu nhp u ng- i 380 410 430 480 550
T tng trng (%) 5,56 7,89 4,88 11,63 14,58
Ngun: WorldBank v Tng cc Thng k 2005

Bng: 2.11 T trng tiu dng cui cng trong GDP Vit Nam
n v: %
Nm 2000 2001 2002 2003
T trng 72,88 71,18 71,32 72,58
Ngun: Tng cc Thng k

69

S : 2.3
Nhng yu t nh hng n hnh vi mua sm
Vn ho
Nn vn ho

Nhnh vn ho

Tng lp x hi

X hi
Nhm tham
kho

Gia nh

Vai tr v
a v

C nhn
Tui v giai on
ca chu k sng
Ngh nghip
Hon cnh kinh t
Li sng
Nhn cch v t
thc
Tm l
ng c
Nhn thc
Hiu bit
Nim tin v
thi

Ng- i mua

70

Bng: 2.12
M hnh hnh vi ca ngi tiu dng
Cc tc nhn
marketing
Cc tc nhn
khc
c im
ngi
mua
Qu trnh quyt
nh ca ngi
mua
Quyt nh ca
ngi mua
- Sn phm
- Gi
- a im
- CT Khuyn
mi

- Kinh t
- Cng ngh
- Chnh tr
- Vn ho

- Vn
ho
- X hi
- C tnh
- Tm l

- Nhn thc vn

- Tm kim thng
tin
- nh gi
- Quyt nh
- Hnh vi mua
sm
- La chn sn
phm
- La chn nhn
hiu
- La chn i l
- nh thi gian
mua
- nh s lng
mua

S : 2.4
M hnh 5 giai on ca qu trnh mua sm

thc
nhu cu
Tm kim
thng tin
nh gi cc
phng n
Hnh vi
hu mi
Quyt nh
mua sm

71

Bng: 2.13 Dbo th trng bn l Vit Nam
2006 2007 2008 2009
Doanh s bn l (triu USD) 23.135 24.747 26.298 28.045
Mc tng trng doanh s bn l
(%)
5,8 5,9 6,0 6,1
Ngun: Economist Intelligence Unit

Bng: 2.14
Thu nhp bnh qun mt thng trn c n- c
n v: 1.000 VND
Vng
Thu nhp bnh qun
nhn khu/thng
S nhn khu bnh
qun mt h (ng- i)
ng Nam b 832.97 4.48
ng bng sng Hng 488.18 4.47
ng bng sng Cu Long 471.07 3.92
Duyn Hi Nam Trung b 414.86 4.24
Ty Nguyn 390.18 4.46
ng Bc 379.85 5.09
Bc Trung b 317.09 4.40
Ty Bc 265.69 5.15
C n- c 484.38 4.36
Ngun: Tng cc thng k (iu tra mc sng ca ng-i dn nm 2004

72

Bng: 2.15
Chi tiu bnh qun nhn khu mt thng theo gi hin hnh
n v: nghn VND

Chi tiu
bnh
qun
nhn
khu
mt
thng
Chia ra

Chi tiu
i sng
Chi tiu
n ung
Chi tiu
khng phi
n ung
Chi
khc
tnh vo
chi tiu
C n- c 396.84 359.69 192.47 167.22 37.15
Thnh th, nng thn
Thnh th 652.03 595.42 290.97 304.45 56.61
Nng thn 314.33 283.47 160.62 122.85 30.86
Vng
ng bng sng Hng 417.73 373.46 190.84 182.62 44.27
ng Bc 324.91 293.77 171.02 122.75 31.14
Ty Bc 250.79 233.16 139.79 93.37 17.63
Bc trung b 275.67 252.74 142.29 110.45 22.93
Duyn Hi Nam Trung 366.42 330.77 175.73 155.04 35.65

73

Ch thch:
Nhm 1: Nhm c thu nhp thp nht
Nhm 2: Nhm c thu nhp d- i trung bnh
Nhm 3: Nhm c thu nhp trung bnh
Nhm 4: Nhm c thu nhp kh
Nhm 5: Nhm c thu nhp cao nht
B
Ty Nguyn 321.28 295.32 151.56 143.76 25.96
ng Nam B 624.40 576.96 290.99 285.97 47.44

ng bng sng Cu
Long
376.07 335.13 190.13 145.00 40.94
5 nhm thu nhp
Nhm 1 170.29 160.43 106.63 53.80 9.86
Nhm 2 245.53 225.99 138.15 87.84 19.54
Nhm 3 322.36 293.84 169.18 124.66 28.52
Nhm 4 448.04 403.91 213.18 190.73 44.13
Nhm 5 799.04 715.22 335.61 379.61 83.82

74

Bng: 2.16
C cu chi tiu ca ng- i tiu dng Vit Nam


Ph lc 4
Cc khon chi %
Chung (A+B)
100.00
A- Chi n ung, ht (01+ +05)
56.65
1. Thc phm
28.47
2. Lng thc
14.74
3. n ung ngoi gia nh
7.07
4. Ung v ht
3.42
5. Cht t
2.95
B- Cc chi ph khc (06 ++ 13) 43.35
6. i li v bu in 10.04
7. Thit b v dng gia nh 8.05
8. Gio dc 6.13
9. Y t, chm sc sc kho 5.64
10. May mc, m nn, giy dp 4.98
11. Nh , in nc, v sinh 4.15
12. Chi ph v dng v dch v khc 3.32
13. Vn ho, th thao, gii tr 1.05

75

Mt s tp on bn l ni ting trn th gii
4.1 Thng tin v mt s tp on bn l chu u
Tp on N- c Doanh thu 2003 Vn (tnh n
9/9/2004)
Carrefour Php 70.943 29.369
Metro AG c 53.595 12.373
Ahold H Lan 56.068 8.373
Tesco Anh 43.719 30.104
Casino Guichard
Perrachon
Php 22.983 7.079
Sainsbury Anh 24.320 6.664
Delhaize Group B 18.807 4.352
Morrisson WM Anh 17.015 7.339
Guyenne & Gascogne Php 1.3600 642

4.2 Auchan
32

Loi hnh doanh nghip: Cng ty c phn
Thnh lp: 1961
Khu hiu (slogan): La Vie. La Vraie. Auchan
Tr s : Villeneuve-dAscq
S lao ng : 170.000 ng- i
Doanh thu: gn 40 t Euro ( gm thu).
S n- c c mt: 11 n- c (Php, , Ty Ba Nha, B o Nha, Luxembourg, Ba
Lan, Th Nh K, Nga, Maroc, Trung Quc, i Loan)

32

76

Tng s ca hng trn th gii: 356 i siu th, 646 siu th, 2027 siu th v
siu th nh
Auchan l tp on phn phi v ti chnh ln ca Php vi ca hng u tin - c m
ti Roubaix nm 1961. Tp on ny thuc tp on ca gia nh Mulliez, ch s hu
ca rt nhiu thng hiu c ting nh- Auchan, Banque Accord, Decathlon, Leroy
Merlin, Kiabi, Norauto, Boulanger, Saint Maclou, 3 Suisses, Flunch, GrosBill...Auchan
l mt trong nhng tp on phn phi ln nht th gii hin nay. Ring ti Php
Auchan c 120 i siu th. Hng rt thnh cng ti nhiu n- c nhng li chu tht
bi ti M, Achentina.
4.3 Casino Guichard Perrachon
33

Thnh lp nm 1898, i ln t mt hng bn l
Tng s ca hng (2004): Casino c 9.000 im bn trn ton th gii (320 i
siu th, 2.367 siu th, 1.042 ca hng gim gi, 4.931 ca hng nh phc v
cho khch gn, 242 nh hng).
Ngoi Php, Casino c mt ti 10 n- c : M, Ba Lan, Achentina, Uruguay,
Venezuela, Thi Lan, i Loan, n , Braxil, Colombia, H Lan
Doanh thu nm 2004: 23,2 t Euro, trong 80% doanh thu l t Php
S lao ng: 213.000 ng- i
Cn gi l Casino, y l tp on phn phi ca Php chuyn v hng thc phm.
Php, tp on ny s hu cc thng hiu nh- Gant, siu th Casino, Monoprix,
Franprix, Leader Price, Spar, Vival, Petit Casino, Eco Service, Caftria Casino, ca
hng online Cdiscount.

33
Theo http://www.groupe-casino.fr cp nht ngy 21/5/2006

77

n v: triu Euro
Nm 2002 2003 2004 2005
Tng doanh s (ch- a gm thu) 34 263 36 000 36 339 36 062
Doanh thu (ch- a gm thu) 22 857 22 980 23 169 22 980
Vn 3 670 3 700 3 800 __
Doanh s bao gm doanh thu bn hng t h thng cc ca hng ca Casino v doanh
thu t hot ng nhng quyn thng mi.
4.4 Carrefour
34

Loi hnh doanh nghip: cng ty c phn
Thnh lp: 1963
Khu hiu: Mieux consommer (tiu dng tt hn)
Tr s chnh: Paris
Chi nhnh: Champion, Ed, Shopi, Siu th GB
S lao ng: 430.000 ng- i
Doanh thu nm 2005: 74,5 triu Euro (ch- a k thu) hay 93,6 t Euro ( gm
thu). Trong 48% l t Php, 38% l phn cn li ca chu u, 7% l t chu M,
8% l t chu .
Tnh n 2005, tp on s hu: 7.003 ca hng ti 29 quc gia.
Nm 2004, tp on s hu cc thng hiu sau:
i siu th (5.000 31.000 m2): Carrefour
Siu th (1.000- 2.000 m2): Champion, GS, Norte, GB
Ca hng i h gi (200 800 m2): Dia, Ed
Ca hng nh phc v khch gn: Shopi, March Plus, 8 huit, Di per Di, Proxi

34
Theo www.carrefour.fr cp nht ngy 30/5/2006

78

Bn hng qua mng: Ooshop, Boostore
Carrefour hin c mt ti:
Chu u: Thu S (vi 12 i siu th),
Chu M: Brasil (vi 408 ca hng: 96 i siu th, 97 siu th, 225 ca
hng i h gi), Mehic (vi 29 ca hng tnh n thng 3 nm 2005)
Chu : Th Nh K (vi 12 i siu th, 7 siu th Champion, 255 ca hng i h
gi), Trung Quc (vi 70 i siu th tnh n u nm 2006, doanh thu l 2 t euro,
Carrefour l nh phn phi n- c ngoi hng u ti y v th 5 nu tnh c cc hng
phn phi ni a), Nht Bn (vi 8 ca hng tnh n thng 3 nm 2005)
Trung ng: tiu v- ng quc A rp, Quata, Oman, Ai cp, A rp x t
Carrefour l tp on chuyn v phn phi ti Php, c bit l i siu th vi 217 i
siu th ti chnh quc. Trung Quc, hng ny c ti 73 ca hng (tnh n thng 3
nm 2006).
Tp on Carrefour - c thnh lp nm 1959 ti Haute-Savoie bi gia nh Fournier
v Defforey vi ca hng u tin ti Annecy. Nm 1963, hng sng to ra t- ng
v mt i siu th v i siu th u tin ra i ti vng Paris. Nm 1999 Carrefour
v Promodes sp nhp li cho ra i hng phn phi ln nht chu u v th hai
th gii sau Wal-Mart.
n v : triu euro
Nm 2002 2003 2004 2005
Doanh thu 68 728 70 486 72 668 74 497
Vn 7 550 7 980 8 000 __
4.5 Tesco
35

Tesco l tp on phn phi quc t hot ng ti Anh, Ailen, Chu .
Vn u t- : 30.104 triu euro
Doanh thu : 43.719 triu euro

35

79

4.6 Marks & Spencer
36

Thnh lp: nm 1894 ti Leeds
Tr s chnh : London
Sn phm chnh : may mc, n, ni tht
Lnh vc hot ng : phn phi
S lao ng: 66.000 ng- i
Doanh thu (2004) : 8,299 triu pound
M&S l chui ca hng ni ting ca Anh v l nh cung cp may mc hng u
ca Anh nu tnh theo doanh thu.
4.7 Wal Mart
37

Wal-Mart l tp on phn phi ca M do Sam Walton thnh lp.
Doanh thu (2004): 286 t USD (gn bng ngn sch ca Php)
S ca hng: 5.000 siu th, i siu th
S lao ng: 1,2 triu ng- i (hng t- nhn thu nhiu lao ng nht M)
Thnh lp: nm 1962 ti Arkansas nhng nhanh chng pht trin trn ton n- c
M, v bt u tin hnh quc t ho hot ng kinh doanh t 1991 vi ca hng u
tin ca Wal-Mart - c m ti Mexico. Wal-Mart c mt ti c, Anh v ang tn
cng th trng chu : Nm 1996, Wal-Mart xm nhp th trng Trung Quc v n
nay s hu khong 30 nghn lao ng (2006)
1990 : Wal-Mart tr thnh hng bn l s 1 ca M
1997: doanh thu v- t qua ngng 100 t USD/nm
2003: lp k lc vi doanh s bn hng l 1,52 t USD/ngy
Khu hiu: Everyday low prices (gim gi hng ngy)

36
Theo marksandspencer.com cp nht ngy 6/5/2006
37

80

Ph- ng php lm nn thnh cng ca Wal-Mart ngy nay l bin tn dng nhng
li nhn xt ca mi ng- i t hon thin mnh. gim gi bn, hng phi ti thiu
cc chi ph: chi ph nhn cng, chi ph bn hng. V vy m l- ng nhn vin ca Wal-
mart rt thp, ng thi trong 40 nm tn ti ca mnh khng mt ca hng no ca
Wal-Mart c Cng on. Nm 2004, khi k tho thun vi chnh ph Trung Quc, ln
u tin Wal-Mart buc phi chp nhn s hin din ca cng on trong nhn vin.
4.8 Lidl
38

Lidl l thng hiu ca tp on chuyn bn hng i h gi ca c, - c ra i vo
nhng nm 70 ca th k XX.
Lidl & Schwarz - c thnh lp ti Souable_c vi t- cch l mt hng bn bun
hng thc phm. Sau , hng m rng sang hai lnh vc hot ng khc l ca hng
thc phm gim gi vi thng hiu Lidl, ca hng t phc v v i siu th d- i
thng hiu Kaufland & Handelshof.
Lidl hin nay thuc vo Top 10 hng bn l thc phm ca c. u nhng nm 90,
Lidl bt u tin ra th trng quc t. Hin nay, Lidl s hu cc chi nhnh hu
ht cc n- c chu u.

Ph lc 4.9: Th phn cc loi hnh bn l ca Thi Lan
th phn ca cc loi hnh bn l hin i ca Thi Lan
(nm 2002)
30%
28%
17%
16%
9%
i siu th
trung tm thng mi
ca hng tin dng
Cash&carry
Siu th

Ngun: B Th-ng mi Thi Lan

38

81

Ph lc 4.10: Quy nh ca Php v h thng siu th

Loi hnh Din tch bn hng Mt hng
Siu th nh (superette) 120-400 m2 1500 mt hng trong
hng thc phm chim
90% doanh thu bn hng
Siu th (supermarch) 400-2.500 m2 hng thc phm chim
80%, hng gia dng chim
20%
siu th hin nay chim gn 20% doanh thu bn l ca
Php, thng tp trung ti trung tm thnh ph.
i siu th (Hypermarch) 5.000 20.000 m2 20.000-50.000 mt hng
(thc phm v nhiu mt
hng khc)
i siu th ra i nm 1963 do Marcel Fournier v
Jacques Defforey ngh ra. i siu th u tin trn th
gii l Carrefour vi din tch 2.400 m2. Loi hnh ny
thng ngoi thnh ph, chim khong 20% doanh
thu bn l.

82

83

Ph lc 5
Phiu iu tra
Kh nng cnh tranh ca cc siu th
(Mu dnh cho khch hng)

phc v cho vic nghin cu v h thng phn phi ti Vit Nam, chng ti rt mong c qu v
gip tr li cc cu hi trong phiu iu tra ny. Xin trn trng cm n!

I. Ni dung iu tra (chn 1 hoc nhiu p n ph hp)
1. Anh/ch i siu th my ln/thng:
<5 ln 5-10 ln >10 ln
2. Xp th t t 1-9 cho tm quan trng ca cc tiu ch la chn siu th sau:
V tr (gn nh, c quan, trng hc,)
thun tin ca ch xe
Qui m siu th
Tn tui ca siu th (thng hiu mnh, mc uy tn,)
S a dng ca hng ho
S tin li trong vic chn mua hng (cch trang tr, trng by hng ho,)
Gi c ti siu th
Chng trnh xc tin TM ti siu th (l hi, qung co, khuyn mi, gim gi,)
Thi phc v ca nhn vin
3. Ngun thng tin no sau c tc ng ti quyt nh la chn siu th ca anh/ch:
S gii thiu ca ngi thn, bn b, ng nghip
Do hot ng qung co, khuych trng ca siu th
Do bn thn t quyt nh
4. Mc ch i siu th:
Mua dng cn thit
Tham kho gi (khng mua)
Gii tr
5. Mt hng anh/ch hay mua ti siu th l:
Hng thc phm ti sng Thc phm cng nghip

84

Hng may mc, giy dp gia dng
Hng in t cho tr em
6. Yu t quan trng nht khi bn la chn hng ho trong siu th l:
Ngun gc r rng Cht lng hng ho
Gi c Chng trnh xc tin bn hng
7. Theo anh/ch, so vi cc ca hng bn l, mt hng trong siu th:
a dng hn Trnh by bt mt, d tm hn
n iu hn Trnh by ri mt, kh tm hn
8. So vi cc ca hng bn l, anh/ch nh gi v gi c ti siu th l:
R Bnh thng Hi t Rt t
9. im g khin anh/ch cha hi lng khi i siu th:
.................................................................................................................................................
...................................................................................................................
10. Anh/ch hay i siu th no trong cc siu th di y
Intimex Fivimart Metro Big C
Siu th khc (ghi r tn): ............................................................................
11. Anh ch hy cho im cc yu t cnh tranh sau t 1(rt km) n 5 (rt tt) cho nhm cc
siu th lin doanh vi nc ngoi ( nh Metro, BigC,...) v nhm cc siu th Vit Nam khc

85

Cc tiu ch ST Vit Nam ST c vn T nc ngoi
1 2 3 4 5 1 2 3 4 5
1. Vn u t
2. Qui m ca siu th
3. V tr siu th thun tin
4. i ng nhn vin nhit tnh
5. S lng hng ha phong
ph

6. Ngh thut trng by
7. Gi c hp l
8. Hng ha c cht lng n
nh

9.Yu t khc(ghi r tn)
...........................................

II. Thng tin c nhn
12. tui: <20 20-35 35-45 >45
13. Phn trm thu nhp hng thng ca h gia nh dnh cho mua sm ti siu th:
< 5% 5-10% 10-15% > 15%
14. Ngh nghip:........................................Gii tnh...........................
15. Ni c tr (qun/ huyn/ thnh ph):..........................................

86

1/ Tiu ch iu tra khch hng:
Gii tnh: 100% l n
tui:
< 20t: chim 10%
20-35: chim41%
35- 45: chim35%
> 45: chim14%
Ni c tr
Q. Ba nh: 16%
Q. ng a: 13%
Q. Cu Giy: 21%
Q. Ty H: 10%
Q. Hon Kim: 4%
Q. Hong Mai: 10%
Q. Thanh Xun: 13%
Q. Hai Ba Trng: 7%
Q. Long Bin: 6%
2/ Kt qu iu tra
Phiu iu tra
Kh nng cnh tranh ca cc siu th
(Mu dnh cho khch hng)

phc v cho vic nghin cu v h thng phn phi ti Vit Nam, chng ti rt mong c qu v
gip tr li cc cu hi trong phiu iu tra ny. Xin trn trng cm n!

I. Ni dung iu tra (chn 1 hoc nhiu p n ph hp vi anh /ch)
1. Anh/ch i siu th my ln/thng
<5 ln: 61% 5-10 ln: 33% >10 ln: 6%
2. 5 tiu ch quan trng nht khi la chn siu th l:
1/ v tr siu th: 55%
2/ gi c : 37,6%

87

3/ s a dng ca hng ho trong siu th: 35%
4/ hot ng khuyn mi: 18%
5/ quy m siu th: 23%

v tr siu th
gi c
s a dng ca hng
ho
chng trnh xc tin
bn hng
quy m siu th

3. Ngun thng tin no sau c tc ng ti quyt nh la chn siu th ca anh/ch:
S gii thiu ca ngi thn, bn b, ng nghip: 43%
Do hot ng qung co, khuych trng ca siu th: 16%
Do bn thn t quyt nh: 41%
4. Mc ch i siu th:
Mua dng cn thit : 69%
Tham kho gi (khng mua): 11%
Gii tr: 20%
Mc ch i siu th
69%
11%
20%
mua dng
tham kho gi
gii tr

5. Mt hng anh/ch hay mua ti siu th l:
Hng thc phm ti sng: 31% Thc phm cng nghip: 9%
Hng may mc, giy dp:10% gia dng: 27%

88

Hng in t: 18% cho tr em: 5%
6. Yu t quan trng nht khi bn la chn hng ho trong siu th l:
Ngun gc r rng: 35% Cht lng hng ho: 47%
Gi c: 17% Chng trnh xc tin bn hng: 1%
7. Theo anh/ch, so vi cc ca hng bn l, mt hng trong siu th:
a dng hn: 58% Trnh by bt mt, d tm hn: 41%
n iu hn: 1% Trnh by ri mt, kh tm hn: 0%
8. So vi cc ca hng bn l, anh/ch nh gi v gi c ti siu th l:
R: 2% Bnh thng: 25% Hi t: 70% Rt t: 3%
Nhn nh v gi c ti siu th
2%
25%
70%
3%
R
Bnh thng
Hi t
Rt t

9. im g khin anh/ch cha hi lng khi i siu th:
Thanh ton: 44%
Thi ca nhn vin: 17%
Gi c: 9%
cht lng hng ho: 3%
kin khc: 4%
khng tr li: 23%

89

iu cha hi lng khi i siu th
44%
17%
9%
3%
4%
23%
Thanh ton
Thi ca
nhn vin
Gi c
Cht lng
kin khc
Khng tr
li

10. Anh/ch hay i siu th no trong cc siu th di y
Intimex:10% Fivimart: 20% Metro: 34% Big C: 27%
Siu th khc (ghi r tn): 9%
11. Anh ch hy cho im cc yu t cnh tranh sau t 1(rt km) n 5 (rt tt) cho nhm cc
siu th lin doanh vi nc ngoi ( nh Metro, BigC,...) v nhm cc siu th Vit Nam khc

Cc tiu ch nh gi nc ngoi hn VN
1. Vn u t 79%
2. Qui m ca siu th 66%
3. V tr siu th thun tin 26%
4. i ng nhn vin nhit tnh 36%
5. S lng hng ha phong ph 64%
6. Ngh thut trng by 48%
7. Gi c hp l 48%
8. Hng ha c cht lng n nh 46%

II. Thng tin c nhn
12. tui: <20 20-35 35-45 >45
13. Phn trm thu nhp hng thng ca h gia nh dnh cho mua sm ti siu th:
< 5% 5-10% 10-15% > 15%
14. Ngh nghip:........................................Gii tnh...........................
15. Ni c tr (qun/ huyn/ thnh ph):..........................................

90

33

Thc trng mng l-i cc trung tm th-ng mi, siu th n thng 6/2006
(theo s liu kim tra ca Chi cc Qun l th tr-ng, s Th-ng mi)

T
T
Tn TTTM C quan ch qun a im kinh doanh
Din tch Hng
theo
Q
1371/20
04/Q-
BTM
Danh mc mt
hng kinh doanh
Tng
DT
(m2)
DTK
D
(m2)
1 Trung tm
Metro Thng
Long
Cng ty TNHH Cash &
Carry Vit Nam
- ng Phm Vn ng,
C Nhu, T Lim
62.06
5
10.92
5
Hng 1 Kinh doanh tng hp
2 TTTM Vincom CT c phn thng mi
tng hp Vit Nam
191 B Triu, Hai B
Tr- ng
5.000 5.000 Hng 1 Kinh doanh tng
hp, VP cho thu
3 TTTM Trng
Tin Plaza
CT u t- TM Trng Tin 24 Hai B trng, Hai B
Tr- ng
31.60
0
9.100 Hng 2
Dt may, chi, in,
dng c, VPP, m phm
4 TTTM Burbon
Thng Long
CT TNHH TM quc t &
dch v ST Burbon Thng
Long
222 Trn Duy H- ng, Cu
Giy
30.00
0
30.00
0
Hng 2 Kinh doanh tng hp
5 TTTM Intimex CT XNK Intimex 22-24 L ThI T, Hon
Kim
4.400 1.500 Hng 2
Hng rau qu, thu hi sn,
nng sn, l- ng thc thc
phm, r- u, hng cng ngh
phm, hng tiu dng
6 Trung tm VKO CT c phn Bo H 148 Ging V, Ba nh 14.00
0
5.000 Hng 3
in t, in lnh, vng bc,
qu, thit b VP, dng
G, m phm
T
T
Tn siu th C quan ch qun a im kinh doanh Din tch Hng
theo
Q
1371/20
Danh mc mt
hng kinh doanh Tng
DT
(m2)
DTK
D
(m2)

34

04/Q-
BTM
1 Siu th BigC CT TNHH TM quc t &
DV siu th Burbon Thng
Long
222 Trn Duy H- ng, Cu
Giy
1.500 1.500 Hng 1 Kinh doanh tng hp
2 Siu th Intimex
B H
CT XNK Intimex 26 L Thi T, Hon
Kim
3.000 1.200 Hang 2
Hng nng lm thu hi sn,
l- ng thc thc phm, r- u,
hng cng ngh phm, hng
tiu dng
3 Siu th
Fivimart Trn
Quang Khi
CT c phn Nht Nam 210 Trn Quang Khi,
Hon Kim
4 Siu th
Fivimart Trc
Bch
CT c phn Nht Nam 10 Trn V, Ba nh 2.030 800 Hng 2 Kinh doanh tng hp
5 Siu th
Fivimart i La
CT c phn Nht Nam 163A i La, Hai B
Tr- ng
6 Siu th in
my
Tng CT thng mi H
Ni
10B Trng Thi 1.800 1.710 Hng 2 in my
7 Siu th Thanh
Tm
CT TNHH Tm T 19 Ct Linh, ng a 1.620 1.600 Hng 2 Vt liu xy dng,
ni tht
8 Siu th Ct
Linh
CT thng mi H Ni 1 F Ct Linh, ng a 3.900 1.800 Hng 2
Thc phm, cng ngh, dng
c G, m phm, tp phm
9 Siu th KD thi
trang HN-
Vinatex
CT Dt may Vit Nam 25 B Triu, Hai B
Tr- ng
1.000 800 Hng 3 Dt may, thi trang
10 Siu th Vn H CT thc phm H Ni 51 L i Hnh, Hai B
Tr- ng
3.200 500 Hng 3 Kinh doanh tng
hp, nh hng n
ung

35

11 Siu th Cu
Giy
CT c phn TM Cu Giy 139 Cu Giy, Cu Giy 2.567 250 Hng 3
Thc phm, cng ngh, vi
si, kim kh, vn ho phm,
in my
12 TT KD thng
mi Ngha
CT c phn thng mi
dch v
1 Ngha Tn, Cu Giy 3.950 250 Hng 3
Vn phng, ca hng KD
13 Siu th Intimex
Ho Nam
CT XNK Intimex 131 Ho Nam, ng a 950 450 Hng 3
Thc phm ng lnh, cng
ngh, ung, m phm,
may mc, gia dng
14 Siu th Intimex
Lc Trung
CT XNK Intimex 23 Lc Trung, Hon
Kim
100 100 Hng 3
Thc phm ng lnh, cng
ngh, ung, m phm,
may mc, gia dng
15 Siu th Thi
D- ng
CT TNHH sn xut thng
mi Bo Quang
76 Nguyn Ch Thanh,
Ba nh
520 Hng 3
i l k gi, r- u bia, thc
phm, G, m phm,
qun o, go
16 Siu th Thng
Long GTC
CT TNHH du lch TM
tng hp GTC
15-17 Ngc Khnh, Ba
nh
560 560 Hng 3
Thc phm, gia dng, m
phm, giy dp, qun o,
r- u
17 Siu th Marko
1
CT TNHH Ph- ng Anh 148 Ging V, Ba nh 1.430 400 Hng 3 Kinh doanh tng hp
18 Siu th Marko
2
CT TNHH Ph- ng Anh 649 Kim M, Ba nh 1.430 400 Hng 3 Kinh doanh tng hp
19 Siu th Marko
3
CT TNHH Ph- ng Anh 379 Ty Sn, ng a 1.430 400 Hng 3 Kinh doanh tng hp
20 Siu th
Intershop Ging
V
CT TM dch v tng hp
H Ni
C4 Ging V, Ba nh 596 50 Hng 3 KD cc mt hng
min thu
21 Siu th Unimart CT TNHH siu th 8 Phm Ngc Thch,
ng a
1.177 300 Hng 3 Kinh doanh tng hp
22 Siu th Sao H
Ni
CT TNHH thng mi
Thin Giang
36 Ct Linh, Ba nh 659 Hng 3 Kinh doanh tng hp
23 Siu th Sao H
Ni
CT TNHH thng mi
Thin Giang
2 B Phm Ngc Thch,
ng a
923 923 Hng 3 Kinh doanh tng hp

36

24 Siu th
Tecshimex
CT dch v k thut v
XNK Tecshimex
9 o Duy Anh, ng
a
25 Siu th
Familymart
CT ng dng KHKT &
chuyn giao cng ngh
mi
59 Kh- ng Trung,
Thanh Xun
26 Siu th Ty CT c phn Trung Tn Km 10+300 Ph Din,
T Lim
27 Siu th C Loa CT du lch TM C Loa Th trn ng Anh,
ng Anh
440 30 Hng 3
gia dng, m phm, cng
ngh, thc phm, r- u bia,
thuc l
28 Siu th
Vinaconex
CT XNK xy dng Vit
Nam Vinaconex
17 T1 khu th mi
Trung Ho, Cu Giy
810 810 Hng 3
Thc phm, m phm, gia
dng, may mc, m ngh
29 Siu th Thanh
H
CT TNHH u t- &
thng mi Thanh H
CC2 khu th mi Bc
Linh m
1.200 200 Hng 3
Nguyn liu SX thc phm,
m phm, gia dng, thi
trang
30 Siu th
Todimax
CT c phn in my min
Bc
5 in Bin Ph, Ba
nh
640 600 Hng 3
in t, in lnh, hng gia
dng, hng tiu dng
31 Siu th g CT TNHH SX TM Trng
Nhn
360 Trn Kht Trn, Hai
B Tr- ng
500 500 Hng 3 Ni tht
32 Siu th Nguyt
Chinh
CT TNHH TM & DV Nam
Kinh
110 Vn in, Thanh Tr 250 250 Hng 3
Kinh doanh hng dnh cho
ph n v tr em
33 Siu th ROSA
Bi th H Ni
CT c phn Bi Th H
Ni
T1 to nh C4 Bc Linh
m, T Lim
34 Siu th Thach
Kim
CT TNHH Thch Kim L 2 khu th nh
Cng, Hong Mai
750 Hng 3 Kinh doanh tng hp
35 Siu th
TULTRACO
CT c phn trang tr ni
tht Vit Nam
Km9 H Tng Mu,
Thanh Xun
36 Siu th g
ni tht i
Loan
Doanh nghip t- nhn 26 Phm Vn ng, T
Lim
500 500 Hng 3 Ni tht

37

37 Siu th tr em
Newkids
CT TNHH Ngc T 48 B Triu, Hai B
Tr- ng
280 280 Hng 3
Kinh doanh hng dnh cho
ph n v tr em
38 Siu th Bc
Linh m
X nghip s 1 Lai Chu Khu th mi Bc Linh
m, Thanh Tr
39 Siu th 5 Nam
B
CT bch ho 5 Nam B 5 L Dun, ng a 4.010 4.010 Hng 3 Kinh doanh tng hp
40 Siu th H
G- m
CT bch ho H Ni 7 inh Tin Hong,
Hon Kim
41 Siu th Thanh
Xun Bc
CT bch ho H Ni C12 Thanh Xun Bc,
Thanh Xun
250 250 Hng 3 Thi trang
42 Siu th ni tht
Anh Th-
CT TNHH SX& TM Anh
Th-
80 Cha Bc, ng a 560 500 Hng 3 Ni tht G v vn
phng
43 Siu th ni tht
Anh Th-
CT TNHH SX& TM Anh
Th-
132 L Dun, ng a 560 500 Hng 3 Ni tht G v VP
44 Siu th ni tht
Tm T
CT TNHH ng Tm B 155A Nguyn L- ng
Bng, ng a
600 550 Hng 3 Ni tht G v VP
45 Siu th Citimart CT c phn TM tng hp
Vit Nam
T3 Vincom, 191 B
Triu, Hai B Tr- ng
SO THDONG MAI H NI

38

MUC LUC
DANH MUC BANG BIU
LI NI U
Ch- ng I: Khi qut chung v knh phn phi qua h thng
siu th
I. Khi nim v phn loi siu th ...................................................................... 1
1. Cc khi nim ............................................................................................ 1
1.1. Siu th ................................................................................................. 1
1.2. Chui siu th ...................................................................................... 2
1.3. H thng siu th ................................................................................. 2
2. Phn loi siu th ....................................................................................... 3
II. Vai tr, xu h- ng pht trin v quy nh php l i vi hot ng
siu th ti Vit Nam ...................................................................................... 6
3. Vai tr ca h thng phn phi qua siu th ............................................ 6
1.1. Vai tr ca siu th i vi nn kinh t ............................................... 6
1.2. Vai tr ca siu th vi nh sn xut ................................................... 7
1.3. Vai tr ca siu th vi ng- i tiu dng .............................................. 7
4. Xu h-ng pht trin siu th ti Vit Nam ................................................ 8
2.1. V quy m ........................................................................................... 8
2.2. V hnh thc ........................................................................................ 8
2.3. V khch hng .................................................................................... 8
2.4. V cnh tranh ...................................................................................... 8
3. Quy nh php l ca Vit Nam i vi hot ng kinh doanh siu
th ............................................................................................................... 9
3.1. Lut thng mi ................................................................................. 9
3.2. Lut cnh tranh ................................................................................... 9
3.3. Quy ch Siu th v Trung tm thng mi ....................................... 10
3.4. Php lnh v bo v quyn li ng- i tiu dng ................................. 10

39

III. Nng lc cnh tranh ca h thng siu th ............................................... 11
4. Khi nim nng lc cnh tranh ................................................................ 11
5. Cc ch tiu nh gi nng lc cnh tranh ca siu th ......................... 12
Ch- ng II: nh gi thc trng nng lc cnh tranh ca h
thng siu th ti H Ni
I. Tnh hnh kinh doanh ca cc siu th trn a bn H Ni ..................... 15
1. Nhng nt chnh v h thng siu th ti H Ni .................................... 15
1.1. V s l- ng siu th ........................................................................... 15
1.2. V phn b siu th ............................................................................ 16
1.3. V quy m siu th ............................................................................ 17
2. nh gi tnh hnh hot ng ca h thng siu th ti H Ni
trong thi gian qua .................................................................................. 19
2.1. V s l- ng siu th ........................................................................... 19
2.2. V c cu mt hng ........................................................................... 19
2.3. V cnh tranh .................................................................................... 19
II. Thc trng nng lc cnh tranh ca h thng siu th ti H Ni ................... 19
1. Nhng thun li v kh khn nh h-ng ti nng lc cnh tranh
ca h thng siu th ti H Ni ............................................................ 20
1.1. Thun li ........................................................................................... 20
1.2. Kh khn ........................................................................................... 22
2. Kho st nng lc cnh tranh ca h thng siu th ti H Ni ............ 24
2.1 Ch tiu v vn v din tch ca siu th ............................................. 24
2.2. Ch tiu v hng ho ......................................................................... 24
2.3. Ch tiu v gi c ............................................................................... 26
2.4. Ch tiu v ngh thut trng by hng ho ....................................... 27
2.5. Ch tiu v hot ng xc tin bn hng ........................................... 28
2.6. Ch tiu v lc l- ng lao ng ......................................................... 28
2.7. Ch tiu v dch v khch hng ......................................................... 29
2.8. Ch tiu v cng tc qun l, bo qun hng ho ............................. 30
2.9. Ch tiu v thng hiu ..................................................................... 30
2.10. Ch tiu v vic hnh thnh chui siu th ....................................... 31

40

6. nh gi chung v nng lc cnh tranh ca cc siu th H Ni .......... 32

Ch- ng III: Gii php tng c- ng nng lc cnh tranh ca
h thng siu th ti H Ni tr- c sc p hi nhp kinh t
quc
I. p lc cnh tranh ca h thng siu th H Ni tr- c tin trnh hi
nhp kinh t quc t ................................................................................... 35
1. Quy nh ca cc hip nh song ph-ng v a ph-ng ......................... 35
1.1. Ch- ng trnh thu quan - u i c hiu lc chung CEPT .................. 35
1.2. Hip nh hp tc Vit Nam - Cng ng Chu u ........................ 36
1.3. Hip nh thng mi Vit-M ........................................................ 36
1.4. Cc cam kt khi gia nhp T chc Th- ng mi quc t WTO ......... 37
2. Cc i th cnh tranh n-c ngoi ......................................................... 38
II. Kinh nghim pht trin h thng siu th ti mt s n- c ....................... 38
1. Kinh nghim ca Trung Quc .................................................................. 38
1.1. H thng siu th Trung Quc ........................................................... 38
1.2. Chnh sch ca chnh ph Trung Quc i vi h thng siu th ..... 39
2. Kinh nghim ca Thi Lan ...................................................................... 40
2.1. H thng siu th Thi Lan ................................................................ 40
2.2. Chnh sch ca chnh ph Thi Lan i vi h thng siu th .......... 40
3. Kinh nghim ca Php ............................................................................. 41
3.1. H thng siu th Php ...................................................................... 41
3.2. Chnh sch ca chnh ph Php i vi h thng siu th ................. 41
4. Mt s quan im rt ra t kinh nghim pht trin h thng siu th
ca cc n-c ............................................................................................ 42
II. Gii php nhm tng c- ng kh nng cnh tranh ca h thng siu
th H Ni tr- c p lc hi nhp kinh t quc t ..................................... 42
1. Gii php v m pht trin v bo h h thng siu th H Ni
tr-c p lc hi nhp ............................................................................. 42
1.2 Gii php v khung php l cho hot ng kinh doanh siu th ........ 43

41

1.2. Gii php v h tr cc siu th ni a ............................................ 43
1.3. Gii php v quy hoch pht trin siu th ........................................ 45
1.4. Gii php thnh lp hip hi siu th, thc y m hnh lin kt,
m hnh chui siu th .............................................................................. 45
1.5. Gii php pht trin m hnh chui siu th bnh dn ....................... 45
1.6. Gii php kim sot cht ch cc siu th n- c ngoi ....................... 46
2. Gii php tng c-ng kh nng cnh tranh ca cc siu th H Ni
tr-c p lc hi nhp ............................................................................. 46
2.1. V mt bng kinh doanh ................................................................. 46
2.2. V mt hng kinh doanh .................................................................. 47
2.3. V gi c .......................................................................................... 48
2.4. V xc tin bn hng ....................................................................... 48
2.5. V nhn vin siu th ....................................................................... 49
2.6. Chui siu th ................................................................................... 49
kt lun
ti liu tham kho
ph lc

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