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B Gio dc v o to Trng i hc Ngoi Thng -------------o0o-------------

Cng trnh d thi Cuc thi Sinh vin nghin cu khoa hc trng i hc Ngoi Thng nm 2009

Tn cng trnh NG DNG VN HO TRONG MARKETING MIX VO VIC KINH DOANH MT HNG LA T TM KHU PH C H NI

Nhm ngnh: XH1b

H v tn sinh vin: Phm Minh Thu (N; dn tc Kinh) Bi Trn Phng Chi (N; dn tc Kinh) Trn Mai Khanh (N; dn tc Kinh)

Lp Ting Anh Kha 45 Khoa Ting Anh thng mi

H v tn ngi hng dn: TS Nguyn Hong nh

MC LC
LI M U ........................................................................................................... 5 CHNG I: TNG QUAN V MARKETING MIX- VN HA TRONG MARKETING ........................................................................................................... 8 1. V tr ca Marketing mix trong kinh doanh ................................................... 8 1.1. Marketing mix 4Ps trong Marketing........................................................ 8 1.1.1 Cc m hnh trong Marketing: 4P, 5P, 7P ............................................. 8 1.1.2. La chn m hnh 4Ps ............................................................................ 9 1.2 Cc yu t trong Marketing mix................................................................... 9 1.2.1. Sn phm ................................................................................................ 9 1.2.2. Gi c ................................................................................................... 10 1.2.3. Phn phi ............................................................................................. 11 1.2.4. Xc tin v h tr kinh doanh .............................................................. 12 2. Vai tr ca Vn ha trong Marketing mix ................................................... 13 2.1. Mi trng Marketing ............................................................................... 13 2.1.1. Mi trng bn trong ........................................................................... 14 2.1.2 Mi trng bn ngoi ............................................................................ 14 2.2 Tc ng ca yu t vn ha n Marketing mix ..................................... 15 2.2.1 Vn ha quyt nh tnh cht sn phm: ............................................... 15 2.2.2 Vn ha nh hng n chnh sch gi c trong kinh doanh............... 17 2.2.3. Vn ha nh hng n vic phn phi sn phm ............................. 18 2.2.4. Vn ha chi phi cc bin php xc tin v h tr kinh doanh ........... 18 CHNG II: MIX TI CC CA HNG T L ............................ 22 1. Nhng nt khi qut v hot ng bun bn khu ph c H Ni: .......... 22 1.1. Lch s hnh thnh v pht trin hot ng bun bn khu ph c H Ni ni chung: ......................................................................................................... 22 1.1.1. Th k V - th k XVI ............................................................................. 22 1.1.2. Th k XVII - th k XX.......................................................................... 23 1.1.3. Th k XX n nay ................................................................................. 23 1.2. Gi tr vn ho trong hot ng bun bn khu ph c H Ni .......... 24 2. Nhng nt khi qut v thc trng phn phi t la khu Ph C H Ni25 3. Thc trng Vn ha trong Marketing mix i vi vic phn phi mt hng t la ph c H Ni ........................................................................................ 26
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3.1. Thc trng v la t tm v cc sn phm t la . ................................. 27 3.2 Kt qu v chnh sch gi c. .................................................................... 31 3.3 Kt qu nh gi chnh sch phn phi .................................................... 33 3.4 Kt qu nh gi chnh sch h tr v xc tin kinh doanh. ................... 34 CHNG III: ......................... 41 ............................................................................................... 41 ................................................................................... 41 1.1 Thnh cng ................................................................................................. 41 1.2. Tn ti......................................................................................................... 43 2. Nhng thch thc trong vic phn phi la khu Ph C H Ni trong thi k hi nhp ........................................................................................................... 45 2.1. Cnh tranh trn th trng....................................................................... 45 2.1.1. Cnh tranh trn th trng ni a ....................................................... 45 2.1.2. Cnh tranh trn th trng quc t ...................................................... 46 2.2. Nhng thch thc trong bi cnh du lch Vit Nam hin ti .................. 47 3. xut gii php nhm ng dng vn ho trong marketing mix vo hot ng kinh doanh mt hng la Ph C H Ni ............................................ 48 3.1. xut gii php cho cc c quan qun l cp nh nc ...................... 48 3.1.1. Pht trin tuyn ph i b ti Ph C H Ni ..................................... 48 3.1.2 Ci thin vn vn minh thng mi ................................................. 48 3.1.3 T chc cc s kin qung b mt hng la ......................................... 49 3.2. xut gii php cho cc nh kinh doanh t la khu Ph C H Ni49 3.2.1. ng dng vn ho vo sn phm ......................................................... 49 3.2.2. ng dng vn ho vo gi c ............................................................. 51 3.2.3. ng dng vn ho vo hot ng phn phi ...................................... 51 3.2.4. ng dng vn ho vo hot ng xc tin bn hng........................... 51 KT LUN ............................................................................................................. 56 Ti liu tham kho .................................................................................................. 57 PH LC ................................................................................................................ 59

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DANH MC CC BIU - BNG S LIU Loi STT 1 2 3 4 5 Biu trn 6 7 8 10 11 12 14 15 16 Biu 9 ct 13 1 Bng s liu 2 3 4 S trang 27 28 29 29 30 31 32 34 36 37 38 40 42 43 34 39 33 38-39 41-42 41-42 Tn biu - bng s liu Thi ca khch hng v vic i mua sm ti cc ca hng la ti H Ni. Khch hng hi lng vi cht liu la t tm Cc sn phm la mang nt vn ha Vit Nam L do kinh doanh mt hng la. S c o trong cc sn phm t la ti cc ca hng khc nhau Thi im bn hng thun li nht trong nm. Ngun mu m sn phm. nh gi chung ca khch hng nc ngoi v vn gi c khi mua sm ti cc ca hng la H Ni Hnh thc phn phi mt hng la. Hnh thc qung co sn phm. Phng n gii quyt khi ni ca khch hng. nh gi ca du khch v ca hng. Hnh thc o to k nng bn hng ca nhn vin i tng khch hng ch yu. kin ca khch hng v chnh sch gi c Tng hp kin ca du khch nc ngoi v chnh sch xc tin v h tr kinh doanh. Cc tiu ch v gi c. Tng hp kin khch hng v chnh sch xc tin v h tr kinh doanh.
Tng hp kin ca khch hng v tiu ch ngi bn hng

Cc tiu ch v gi c

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LI M U
1. a t tm

Hn na, t la cn l mt hng mang m bn sc vn ha Vit Nam, nu bit khai thc yu t vn ha c th gip bn c hng vi gi cao hn v hp dn khch n

kh

ng m hnh Marketing mix vo hot

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3. MC TIU NGHIN CU - Xc nh vai tr ca Vn ha trong Marketing mix i vi vi c trng kinh doanh mt hng t la ti cc ca hng ph c H Ni. c trng p dng Vn ha trong Marketing mix vo vic bn

hng la t tm ti cc ca hng khu Ph C H Ni. - xut mt s phng n v hng gii quyt cho thc trng nu trn. 4. PHNG PHP NGHIN CU Bao gm hai phng php nghin cu: - Nghin cu bn (Desk research): thng qua ti liu sch, bo v thng tin trn mng, tm hiu nhng c s l thuyt v Marketing mix, vai tr ca Vn ho trong Marketing mix cng nh thc trng phn phi la ti khu ph c t nm 2006 n nm 2008. - Nghin cu thc a (Field research): pht phiu iu tra v phng vn ngi tham gia hot ng mua v bn la ti ph c H Ni nhm tm hiu thc trng bun bn mt hng la v vn ho kinh doanh mt hng la ph c H Ni. 5. PHM VI NGHIN CU m vi cc ca hng bn la t t c H Ni, tc l cc ca hng trn tuyn ph Hng Gai, Hng o, Hng Trng, Hng B, inh Lit, Bo Khnh, Lng Vn Can. Trong ti tp trung ch yu vo tuyn ph Hng Gai.

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i gian:

trong giai on t nm 2006 n nay. 6. KT QU NGHIN CU D KIN ti d kin kt qu nghin cu nh sau: - Xy dng mt bn bo co chi tit nu ln nhng thc trng trong vic phn phi mt hng la v cch p dng Vn ha trong Marketing mix vo phn phi hng l - xu hot ng ny hn.

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CHNG I TNG QUAN V MARKETING MIX- VN HA TRONG MARKETING


1. V tr ca Marketing mix trong kinh doanh 1.1. Marketing mix 4Ps trong Marketing 1.1.1 Cc m hnh trong Marketing: 4P, 5P, 7P Thut ng Marketing mix hay Marketing hn hp c s dng rng ri k t sau khi Neil H. Borden xut bn bi vit Khi nim Marketing hn hp nm 1964. Borden bt u s dng thut ng ny trong nhng bi ging ca ng t cui nhng nm 1940 sau khi James Culliton tng m t nh qun l Marketing nh mt ngi kt hp nhng thnh phn ca Marketing vi nhau. Marketing hn hp c hiu l s phi hp hay sp xp cc thnh phn ca Marketing sao cho ph hp vi hon cnh kinh doanh thc t ca mi doanh nghip nhm cng c v tr vng chc ca doanh nghip trn thng trng. Nu cc thnh phn Marketing c phi hp nhp nhng v ng b thch ng vi tnh hnh th trng ang din ra th cng cuc kinh doanh ca doanh nghip s tri chy, hn ch c nhng kh nng ri ro v do , mc tiu s t c l li nhun ti a v hi lng khch hng. Nhng yu t trong Marketing hn hp ca Borden bao gm bn yu t sau y: chnh sch v sn phm (Product), chnh sch v gi c (Price), chnh sch phn phi (Place) v chnh sch xc tin v h tr kinh doanh (Promotion). T m hnh Marketing hn hp 4P c bn trn, ngi ta tip tc pht trin nhng thnh phn mi khng km phn quan trng trong Marketing nh: chnh sch v pht trin nhn lc, nhn s cng ty ni chung, nhn lc Marketing ni ring (People); tin trnh thc hin, ci tin quy trnh sn phm quy trnh thc hin nhim v...(Process); c s h tng, vt cht k thut, cc yu t h tr cho chin lc Marketing (Physical Evidence). Ty thuc vo tnh hnh th trng mc tiu, vo loi hnh kinh doanh cng nh vo tng giai on kinh doanh khc nhau m nhng nh qun l c th linh hot p dng m hnh 4P, 5P hay 7P ca marketing hn hp vo phn tch.
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1.1.2. La chn m hnh 4Ps M hnh 4P l m hnh c in nht trong marketing. y l nn tng ca hu ht cc chin lc, gii php hoc phn tch nh gi i vi mt chin lc marketing hin hu. Hu ht cc gio trnh marketing ang c ph cp u s dng m hnh 4P, chin lc 4P hay Marketing hn hp 4P lm nn tng a ra nhng quyt nh nhm hoch nh chin lc hay nh gi hot ng marketing. Sn phm (Product): Qun l cc yu t ca sn phm bao gm lp k hoch v pht trin ng nhng mt hng/dch v m cng ty s a ra th trng. Gi c (Price): Xc nh ng c s gi cho cc sn phm. Phn phi (Place): Chn la v qun l cc knh thng mi sn phm chim lnh c th trng mc tiu ng thi im v pht trin h thng logistic v vn chuyn sn phm. Xc tin v h tr kinh doanh (Promotion): Gii thiu v thuyt phc th trng dng sn phm ca doanh nghip. 1.2 Cc yu t trong Marketing mix 1.2.1. Sn phm Chnh sch sn phm l chnh sch nn tng, c xc nh da trn nhng k hoch dnh cho sn phm mi, duy tr sn phm c v chin lc Marketing tng th cho mi sn phm ang c ca doanh nghip. Khi tin hnh k hoch ha sn phm, doanh nghip cn xc nh theo 5 cp ca sn phm1 bao gm: Li ch ct li (Core benefit): l gi tr c bn nht ca sn phm, cng Sn phm hin thc (Generic Product): c im ca cc b phn vt Sn phm mong i (Expected Product): nhng cng dng m khch

l cng dng ca sn phm. -

cht cu thnh nn sn phm. hng trng i v hi lng sn phm.

Tap the tac gia, Giao trinh Marketing ly thuyet, NXB Giao Duc, 2000, 74
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Sn phm b sung (Augmented Product): nhng dch v v u i tt Sn phm tim nng (Potential Product): nhng i mi l c nht, tt

hn m doanh nghip c th cung cp cnh tranh vi i th trn th trng. nht v duy nht c th t c. Sn phm c chia lm hai loi chnh, l: Sn phm hu hnh: hng ha nh hng tiu dng, hng t liu sn xut. Sn phm v hnh: dch v nh dch v tiu dng, dch v thng mi hay dch v sn xut. Khi a sn phm ra th trng, bt k giai on no, doanh nghip cng cn xc nh r v tr ca sn phm trn th trng so vi i th cnh tranh. Ngi ta da vo 5 cp ca sn phm cng nh tng quan ca bn thn doanh nghip v i th cnh tranh nh gi. Hu ht cc sn phm trn th trng u c nhn hiu v bao b. Bao b sn phm phi m bo thc hin ng thi bn chc nng: bo qun v bn hng ho, thng tin v hng ho, thm m, to nn s hp dn ca sn phm vi khch hng v chc nng thng mi. Vic la chn nhn hiu cho sn phm c ngha quan trng bo m thnh cng ca pht trin sn phm mi. Vic la chn nhn hiu phi bo m nhng yu cu v cht lng, vn ha, d nh, khng trng lp v nh v sn phm. 1.2.2. Gi c Ngy nay, gi c khng phi l yu t cnh tranh hng u nhng vn lun c coi l yu t cnh tranh quan trng trong vic thu ht khch hng c bit l nhng th trng m thu nhp ca dn c cn thp. Nhng mc tiu chnh ca chnh sch gi c2 bao gm: m bo li nhun: c xem xt trn c li nhun tuyt i (kt qu c th v kh nng sinh li ca doanh nghip) v li nhun tng i (kt qu % khi qut cht lng kinh doanh ca doanh nghip).

Tap the tac gia, Giao trinh Marketing ly thuyet, NXB Giao Duc, 2000, 100
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Mc tiu doanh s: doanh s phn nh quy m ca doanh nghip trong Mc tiu tnh th: doanh nghip c th t gi mc thp ngn chn

th trng c v s lng cng nh cht lng. cnh tranh hay t gi bng gi ca i th cnh tranh gi n inh th trng. Gi c th c quyt inh mc gi uy tn cng nh h tr cc hng bun hay trnh s can thip ca Chnh ph. Nhng mc tiu tnh th c th k n nh: thm nhp th trng, tung sn phm mi ra th trng (Chnh sch gi ht vng, Chnh sch gi tn cng), m rng th trng, bo v thi trng a ra c mc gi ti u, doanh nghip cn tri qua 5 bc tin hnh3 c bn sau: Xc nh mc tiu: l li nhun, hay ginh th phn hay tiu dit i th Xc nh chi ph: cn c vo chi ph u ra, gi thnh sn xut D on khi lng bn: bao gm d on tng cu ca th trng v Xc nh gi cnh tranh: bao gm xc nh gi ca i th chnh, so Quyt nh mc gi ti u: sau khi hon thnh cc bc phn tch trn, cnh tranh? -

khi lng bn ca doanh nghip snh cc mc gi v xc nh mc gi ang thng tr th trng. doanh nghip c th cn nhc quyt nh mc gi ph hp. 1.2.3. Phn phi i vi mt doanh nghip, vic la chn sn phm no, chnh sch gi th no cho ph hp thi cha , m doanh nghip cn phi xt n phng thc a sn phm ra th trng nh th no, bng nhng knh phn phi no. Ni dung c bn ca chnh sch phn phi trong marketing sn phm mi l thit k v qun l mng li bn hng trong giai on u doanh nghip tung sn phm ra th trng. Mng li bn hng l tp hp cc knh vi s tham gia ca cc ch th khc nhau c kh nng v uy tn khc nhau a hng ho t doanh nghip sn xut n cc khch hng mt cch thnh cng.

Tap the tac gia, Giao trinh Marketing ly thuyet, NXB Giao Duc, 2000, 106
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Phng thc phn phi hng ha ph bin l phng thc phn phi trc tip v phn phi gin tip. Phng thc phn phi trc tip l hot ng phn phi trc tip a Phng thc phn phi gin tip l hot ng phn phi thng qua cc hng ha t ngi sn xut n ngi tiu dng. trung gian phn phi Doanh nghip c th la chn mt trong hai phng thc phn phi trn cng nh phi hp c hai nhm tn dng c cc u im v hn ch cc nhc im ca mi phng thc. Xc nh knh phn phi l mt trong nhng ni dung quan trng ca chnh sch phn phi. Vic thit k v qun l knh phn phi mi ca doanh nghip cn ph hp tnh cht sn phm, d dng tm mua sn phm, m bo tng doanh s bn v thit lp mi quan h gn gi gia cc trung gian. Da vo s phn chia phng thc phn phi, ng vi phn phi trc tip c knh 0 (knh phn phi trc tip) v knh 1, 2, 3 ng vi phn phi gin tip l knh phn phi gin tip. hiu qu ha hot ng phn phi, doanh nghip cn xc nh loi hnh phn phi ph hp cho tng giai on. C 3 chin lc phn phi4 ch yu c s dng, l: Phn phi c quyn: hn ch s nh phn phi trung gian, nh phn Phn phi c chn lc: la chn mt s nh phn phi ph hp nht cho Phn phi tp trung: s dng ti a cc thnh phn trung gian trn th phi khng bn cc sn phm ca i th cnh tranh tng khu vc th trng. trng, hn ch kh nng kim sot h thng bn hng. 1.2.4. Xc tin v h tr kinh doanh Chnh sch xc tin v h tr kinh doanh ng vai tr quan trng trong Marketing. Ch P cui trong m hnh 4P ca Marketing hn hp khng tc ng trc

Tap the tac gia, Giao trinh Marketing ly thuyet, NXB Giao Duc, 2000, 138
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tip vo qu trnh sn xut sn phm nhng li tng cng nng lc cnh tranh ca sn phm trn th trng. Mc ch chnh ca chnh sch ny bao gm: Thc y bn hng To li th cnh tranh cho doanh nghip Truyn t thng tin v doanh nghip n ngi tiu dng L v kh cnh tranh trn thng trng

Cc doanh nghip thng s dng hai chin lc ko v y tc ng n tng nhm khch hng mc tiu khc nhau. Chin lc ko l li ko, khuyn khch khch hng mua sn phm ca doanh nghip mnh. Ngc li, chin lc y l y hng ha ra th trng thng qua cc mng li phn phi. t c mc ch ca chnh sch xc tin v h tr kinh doanh l gii thiu, thuyt phc khch hng v sn phm ca mnh, doanh nghip cn phi hp s dng cc cng c, bao gm su cng c: qung co, quan h cng chng, hi ch trin lm, bn hng c nhn, xc tin bn v vn minh thng mi. Qung co: thng qua cc phng tin nghe nhn (truyn hnh, i pht thanh, internet), in n (sch, bo, tp ch...) v ngoi tri (pa-n, bng in t...), di ng (tu, xe but...), ... Quan h cng chng: n phm (bo co tng kt, bn tin ni b ca doanh nghip,...), ti tr cho cc s kin vn ha-th thao, hi ngh khch hng, ... Hi ch trin lm: tng hp chuyn ngnh, nh k - khng nh k Bn hng c nhn: i ng bn hng trc tip giao tip vi khch hng

mc tiu Xc tin bn: bo hnh, gi qu tng hoc gim gi, ... Vn minh thng mi: cch bi tr, dch v ca i l, hnh thc giao

tip vi khch hng, o c trong kinh doanh (khng ch ch trng pht trin khch hng mi m cn duy tr mi quan h tt vi khch hng c). 2. Vai tr ca Vn ha trong Marketing mix 2.1. Mi trng Marketing

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Mi trng Marketing ca doanh nghip bao gm nhiu nhn t khc nhau, cc nhn t ny tc ng n hot ng kinh doanh ca doanh nghip theo chiu hng tch cc hoc tiu cc. 2.1.1. Mi trng bn trong Mi trng bn trong bao gm yu t ch quan ca cng ty, doanh nghip c th kim sot c qun l hot ng kinh doanh ca mnh. Cc nhn t ca mi trng bn trong l: tnh hnh ti chnh, trnh cng ngh, i ng cn b, nhn vin ca doanh nghip, cc quyt nh t cc cp thuc doanh nghip trong qu trnh kinh doanh, v.v... Trong cc nhn t ny, nhng quyt nh t cc cp thuc doanh nghip c ngha quan trng nht v nhng quyt nh a ra ng hay sai s nh hng tt hay xu n hot ng kinh doanh ca doanh nghip. 2.1.2 Mi trng bn ngoi Mi trng bn ngoi l th trng i vi doanh nghip cha ng hng lot cc yu t khc nhau phc tp, khng ph thuc hay chu s chi phi ca doanh nghip. Cc yu t thuc mi trng bn ngoi c rt nhiu v khng kim sot c bao gm cc yu t sau: - Cc yu t thuc mi trng kinh t: tnh hnh kinh t cung, mc thu nhp, phn b thu nhp theo cc tng lp x hi, phn b chi ph trong thu nhp ca nhng ngi tiu dng, gi c,v.v... - Nhng yu t thuc mi trng chnh tr- php lut: nhng yu t thuc mi trng ny c nh hng mnh m n hot ng ca doanh nghip. Lut php c ngha c bit quan trng v lut php iu tit hot ng kinh doanh, gii quyt mi quan h gia cc doanh nghip vi nhau, bo v quyn li nh tiu dng, bo v li ch ca ton x hi. - Nhng yu t thuc mi trng x hi v nhn khu: bao gm cc vn v dn s, s pht trin dn s, mt dn c, la tui, quy m gia nh v.v... Nhng s thay i ny dn n s thay i v nhu cu i vi hng ho v dch v ca cc doanh nghip trn th trng. - Nhng yu t thuc mi trng khoa hc k thut: v d tin b v cng ngh v k thut dn n xut hin nhng cng ngh mi lm cho nng sut cao hn, cht
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lng sn phm c i mi, xut hin sn phm mi vi nng lc cnh tranh cao hn. - Mi trng t nhin: bao gm cc yu t nh ti nguyn, t ai, vn nhim mi trng, v.v... Nhng vn ny lin quan n hot ng ca doanh nghip, nh hng n cc sn phm m doanh nghip a ra th trng, lin quan n gi thnh v li nhun. - Nhng yu t thuc mi trng vn ho: l nhng thi quen, tp qun mang tnh cht truyn thng, tn ngng, thi ca con ngi i vi bn thn, vi ngi khc v i vi cng ng, i vi th ch x hi. 2.2 Tc ng ca yu t vn ha n Marketing mix 2.2.1 Vn ha quyt nh tnh cht sn phm: Sn phm- ch P u tin trong 4P nu xt trong mi trng vn ha c th c phn tch trn hai kha cnh: kha cnh vt cht v kha cnh biu trng ca sn phm. 5 * Kha cnh vt cht ca sn phm: Yu t vt cht ca mt vt th bao gm nhng tnh cht vt l, nhng g c th quan st, nhn xt c nh mu sc, cht liu, kch thc Tuy nhin, mi quc gia s c nhng quan im, s thch v sn phm khc nhau. Ngi dn ti vng nhit i c kh hu nng m nh Thi Lan, Trung Quc rt chung nhng tng mu m nng nh , vng, da cam, trong khi cc nc n i Chu u nh Anh, Php, Italia vi ci lnh quanh nm li chung nhng gam mu trm hay tng mu trung tnh nh nu, ht d, mu be vng, mu kem, i khi l trng sa hay xanh du. C th thy rng, s khc nhau trong la chn v mu sc phn no cng l do kh hu, thi tit ca t nc . Ngay c kch c sn phm sn xut ti cc quc gia khc nhau cng s c nhng im khc nhau. L v d v ngnh may mc- sn xut qun o, ngi phng Ty thng cao ln hn ngi phng ng, c trng chn di, khung xng rng nn cc sn phm nh qun Jeans hay o s mi, o khoc sn xut ti Italia, Php,

Jean- Claude Usunier, Julie Anne Lee, Marketing Across Culture, Prentice Hall,2005, England, 249
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c lun c chiu di ng di hn so vi cc sn phm sn xut ti Chu . Nu mt ph n Nht Bn thng thng mc c M mun chn mt chic vy ti ca hng ca Php th c XS hay S s va vn vi khch hng ny hn. Mt s ca hng mun n gin ha hoc mun to tm l hi lng cho khch hng ngoi c ca mnh thit k ra cc mu free size- d khch hng mc c no cng c th mc va sn phm . Cht liu ca sn phm ti cc quc gia khc nhau cng c s khc nhau ng k. Ti Chu u, ngnh trng du nui tm khng h c, h ch sn xut si bng v cc sn phm t si bng thin nhin. V vy, cc sn phm ca hng thi trang ESPRIT ti Anh hay c thng bn rt chy bi cht lng o 100% cotton ca hng ny ni ting v bn, mu sc, cht liu vi. Tuy nhin ti Chu , tiu biu nh ti Trung Quc v Vit Nam, la li l cht liu c a chung. Cc sn phm t la quc gia Chu c yu thch bi tnh cht nh, thong, ph hp vi kh hu v vc dng ca ngi bn x, ng thi l cht liu hon ho tn vinh s mm mi ca phi p. Cc nh thit k ti Italia hay Php ang tn dng yu t ny a la vo cc b su tp xun h ca h. V vy, s khng ngc nhin g khi thy cc sn phm o la ca hng thi trang MANGO c gi bn cao v chy hn hn so vi cht liu o thun- cotton cng hng trong dp h 2009 ny. * Kha cnh biu trng ca sn phm Sn phm nu ch da vo kha cnh vt cht sn c th rt kh pht trin hay to c v tr cnh tranh trn th trng. Cc nh sn xut v th tn dng kha cnh biu trng trong sn phm thu ht mt lng khch hng ng k. Theo t in Oxford, mt vt mang tnh biu trng s c kh nng biu t, i din, c trng cho mt vt hay s vic khc, thng qua mi quan h ngu nhin hay ch 6. Kha cnh biu trng c th c th hin qua tnh truyn thng ca sn phm, chng hn nh o sn xm Trung Quc, bia c, nc hoa Php nhng n cng c th i din cho tnh hin i ca sn phm.7 Tn dng yu t ny, cc nh sn xut lu nim thng kho lo kt hp yu t truyn thng vo cc sn phm gn gi- ph bin trn th gii, chng hn nh in hnh Hi S ln mc cha kha bn cho khch

6 7

Shorter Oxford English Dictionary, Oxford University Press, 2002, New York. Jean- Claude Usunier, Julie Anne Lee, Marketing Across Culture, Prentice Hall,2005, England, 265
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du lch ti Singapore, hay in hnh c sao vng, hnh Chu Mt Ct ln o phng cho khch du lch ti Vit Nam. 2.2.2 Vn ha nh hng n chnh sch gi c trong kinh doanh Thng thng, gi c ca sn phm by bn trn th trng s bao gm tin mua nguyn liu, chi ph sn xut, tin vn chuyn hay dch v Tuy nhin, khng phi gi c ca cng mt lai sn phm th s nh nhau. Bi l, vic nim yt gi, tho thun gi cn ph thuc vo yu t vn ha. * Cc cch nim yt v tho thun gi trn th gii Cc hnh thc nim yt gi c ti cc quc gia kh phong ph v c da trn nhiu tiu ch. n gin v ph hp nht, cch phn loi mc c v khng mc c thng c s dng khi nhc ti vic nim yt hay tho thun gi. Nhn chung, ti cc siu th hay khu trung tm, vic mc c khng xy ra, m hot ng mc c ch din ra ti cc ch nh, cc ca hng by bn ngoi ng. Tuy nhin, khng th ph nhn rng ti mt s quc gia, mc c tr thnh nt c trng vn ha ca h. Ngi n coi vic mc c l thi quen, s thch, l vic giao tip tt yu gia ngi mua- ngi bn. Hay nh ti Trung Quc, c nhiu khu ph i b hp dn khch du lch cng nh tnh cht mc c kh t do, khch hng c th tr gi v ngh gim gi cc sn phm theo thch ca mnh. Mt iu th v l ti nhng t nc khc nhau, tnh cht mc c cng khc nhau. Cng l khu ph Trung Hoa, nhng Singapore, nu mt sn phm c ra gi l 10, khch hng c th tr 7, nhng nu ti Malaysia, nu ngi bn hng ra gi 10, li khuyn a ra l du khch khng nn tr qu 5. * Gi c phn loi ngi tiu dng: Mt dy sn phm nhn qua dng nh khng c s khc bit ln no nhng li c s chnh lch v gi c. Khi , ch ca ngi bn hng s l nh vo tm l ca ngi mua hng. C nhng ngi mua hng quan nim ca r l ca i, nn h thng chn sn phm gi cao nht an tm v cht lng sn phm. l l do ngi Nht Bn khi i mua hng s chn nhng mt hng c gi thnh cao yn tm v cht lng. Tuy nhin, ngi bn hng s tht bi nu mi khch hng c mua sn phm c gi thnh cao nht, bi l ngi c thng cht ch v tin nong, c
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thi quen tnh ton v nh gi mi tng quan sn phm- cht lng, tin no ca ny. Tri li, vi du khch Th Nh K, li mi cho mua hng r lun t ra hiu qu. 2.2.3. Vn ha nh hng n vic phn phi sn phm Vic la chn knh phn phi trc tip-gin tip, hay chui phn phi dingn thng c s khc nhau khng ch ty thuc mt hng, sn phm m cn ty thuc quc gia. Mt s nc Chu do c im kinh doanh cc mt hng truyn thng, cc sn phm ti hay cc v thuc s chn knh phn phi trc tip. Ngc li, cc quc gia phng Ty li p dng phn ln knh phn phi di vi s tham gia ca nh sn xut, cc trung gian phn phi, ngi bn bun, h thng bn l phong ph . iu ny c th c gii thch bi quan im trng thng ca ngi Chu u, kt hp vi s pht trin ca khoa hc k thut kt hp vi nhng tin b trong vn ti gip cc nc t bn phng Ty nh Anh, Php, H Lan nhanh chng tin ti chuyn mn ha trong sn xut v tn dng li th nh quy m. Hng ha, do , thng c bn vi s lng ln, lun p ng nhu cu ca khch hng. Nhng hng giy n ting nh Charles and Keith, Nine West, Puppies ti Ring Center Berlin lun c h thng phn phi rng, cc ca hng t nhng khu trung tm kh gn nhau nn vic huy ng sn phm p ng nhu cu khch hng d dng v nhanh chng. Nhng ngi ch hng cng cho bit, cc ca hng cng c s tham gia ca ngi trung gian th cng th hin s ng u v a dng trong sn phm, ng thi to cm gic tin ch cho khch hng khi i mua sm. V pha ngi bn hng, gi tr sn phm ca c tng ln ng k khi bun bn theo knh phn phi di. 2.2.4. Vn ha chi phi cc bin php xc tin v h tr kinh doanh Trong m hnh 4P, y l ch P cui cng nhng cng l ch P mang ngha chin lc. Doanh thu, th phn, doanh s bn hng, li nhun trong kinh doanh u b nh hng bi yu t ny. Chnh v th, cc nh sn xut thng rt kho lo tn dng nhng cng c trong xc tin bn hng thu ht khch hng ca h. Trong thi k hi nhp, khi cc doanh nghip m rng i tng khch hng ra ton th gii, vic vn dng yu t vn ha trong xc tin bn hng v th li cng c coi trng.
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* Vn ha th hin trong qung co. Qung co thng tc ng vo cc gic quan ca con ng nh th gic, thnh gic thng qua hnh nh, m thanh, mu sc, ting ng Nhng nh sn xut thng minh lun tm cch to dng hnh nh to thin cm v hp dn khch hng ca h nht. Vic l chn hnh nh trong qung co rt quan trng. Nhng nm u, khi mun thm nhp th trng Trung Quc, hng Coca Cola phi thay i hnh nh c siu mu quyn r vi chic m b st, tay cm chai Coca Cola thnh hnh nh mt c gi Trung Hoa du dng qu phi, mc sn xm, tay nng chic cc v ngi bn cnh bn c t chai Coca cola8. l cch thay i hnh nh khn ngoan ca hng nc gii kht ny, bi n nh ng vo vn ha ng thi rt coi trng s kn o v tinh t. V vy m th ung gii kht nhanh-tin- gn, ung trc tip t chai ny phi c th hin di hnh thc ung cao cp hn ti Trung Quc- mt quc gia vn cu k trong vn ha m thc. * Vn dng Vn ha vo cc chnh sch xc tin bn hng. Mt s hnh thc xc tin trong kinh doanh thng gp bao gm: gim gi, tng qu, bc thm trng thng, cc dch v bo hnh, i sn phm nhng khng phi lc no p dng tt c cc hnh thc ny th vic bn hng cng s thnh cng. Vn ha ti cc quc gia khc nhau cng lm thay i cc hnh thc dch v trong xc tin bn hng v h tr kinh doanh. Gim gi hay tng qu? Ti M, mt sn phm s b coi l km cht lng hoc m nu phi p dng bin php gim gi. V th, vic mua hng thnh cc gi sn phm, mua 1 tng 1, mua trn 200$ c tng phiu spa s hu ch hn nhiu nu cc nh phn phi mun tng doanh s. Ngay nh Malaysia, mt hng scla truyn thng s lun c bn vi gi c nh hoc cao hn, c km cc khuyn mi mua 3 tng 1, mua scla nhn hoa qu tng gu bng Tuy nhin, ngi c vn ch trng gi c li t ra kh cnh gic vi vic mua hng c tng qu v s b tng nhng sn phm

Jon Naunton, Head for Business, Oxford University Press, UK, 2002, 44
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km cht lng. Ngi Ty c lun b cun ht bi nhng t gim gi ca cc hng c tn tui hn l nhng t tng qu mu Sale. Bc thm trng thng hay tch im? Mt v d minh ha d hiu nht cho trng hp ny l ca hng Pizza Pepperonis c ting hn 12 nm ti Vit Nam. Pepperonis ti Vit Nam c lng khch kh n nh bi nhiu chnh sch khuyn mi, tch im. Tuy nhin, Pepperonis ti Hng Kng- cha ca chui ca hng Pepperonis- li thu ht khch hng da vo hnh thc bc thm trng thng hay nhng th co may mn, nh trng tm l v nhp iu sng nhanh ca ngi dn ti t nc ny. * Vn ha nh hng n phong cch trng by sn phm. Ngi hay Php rt thch mua sm trong nhng ca hng rng, nhiu nh sng, c u t v thit k. Cc ca hng Chu u phn ln u c t trong nhng khu mua sm ring, thit k hay bi tr lun cao tnh c o, bt mt, mi mu m sn phm c treo hoc mc vo ma-n-canh, nu c kch c v mu khc nhau s c gp v xp theo cc khu rt thong. Tri li, ti nhng nc Chu , nht l cc ca hng vn mang tnh gia truyn, vic by bin khng c u t k n vy. Nh trong cc ca hng bn khn ti khu ph Trung Hoa Malaysia, ch c cc sn phm p nht c trng by, cn li u xp thnh tng chng sn phm. Nhng ca hng bn cho du khch nh vy va c tnh cht trng by sn phm, va mang dng dp ca mt ca hng bn bun. * Vn ha nh hng qu trnh giao tip trong kinh doanh. Vai tr ca ng cnh trong giao tip ln u c a ra bi nh nhn chng hc ngi M Edward Hall. ng chia nn vn ha ra nn vn ha c ng cnh mnh v nn vn ha c ng cnh yu 9. Ngi dn cc nc c nn vn ha ng cnh mnh nh Trung Quc, n , thng i hi ngi bn hng c s nhit tnh, bit lng nghe yu cu ca khch hng. Ngi n thm ch mua hng ch v c thin cm vi ngi bn hng, do s gn gi, vn v ca h . Tri li, ngi Phng Ty nh ngi H Lan, Tip, o li thch tnh c nhn v s ring t. Vic cho

Jean- Claude Usunier, Julie Anne Lee, Marketing Across Culture, Prentice Hall,2005, England, 375
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mi khi khch hng mi bc vo ca hng s thnh s quy ry vi h. R rng, vic hiu bit v ng cnh nh vy s gip cho giao tip trong kinh doanh tr nn d dng v hiu qu hn. Trong giao tip bng li, hin nay Ting Anh c coi l ngn ng quc t. Mt s quc gia kh coi trng trnh ting v ging ni, chng hn nh trong vn ha Anh, vic pht m s th hin ng cp v giai tng x hi. Du khch ngi Anh hay M thng kh ch trng trong vic ngi bn hng c thng tho ting Anh hay khng. Tri li, ngi c hay ngui Php li khng qu ch trng vn ngn ng. H chp nhn ngn ng c ch, min l vic mua hng phi tha mn nhu cu ca h. Tuy nhin, khng phi lc no ngn ng khng dng li cng l phng thc h tr hiu qu nu vn hiu bit v vn ha qu hn hp, chng hn nh vi ngi Bungary hay Th Nh K, lc u ngha l ng v ngc li. Ngi bn hng trong trng hp ny cn c c cch thc giao tip hiu ng mun ca khch hng.

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CHNG II TI CC CA HNG T L
1. Nhng nt khi qut v hot ng bun bn khu ph c H Ni: 1.1. Lch s hnh thnh v pht trin hot ng bun bn khu ph c H Ni ni chung: Ph c H Ni l ni cn lu gi c nhiu nht bn sc vn ho ca mt H Ni xa giu truyn thng, cng l ni hot ng bun bn c hnh thnh t rt sm. Tr thnh khu ph bun bn sm ut v mang nhiu nt vn ho truyn thng nh ngy nay, khu Ph C H Ni tri qua nhiu thng trm ca lch s vi ba giai on chnh.10 1.1.1. Th k V - th k XVI T xa xa, dc hai bn b sng Hng hnh thnh nhng khu vc dn c sinh sng. Vo th k th V (454-456) thi k Bc thuc, mt trong nhng t im dn c ny pht trin thnh mt qun nh c tn l Tng Bnh. Tri qua hng ngn nm, Tng Bnh tr thnh trung tm u no v chnh tr, quc phng, vn ho, kinh t quan trng ca t nc Vit Nam. T Tng Bnh n H Ni ngy nay l c mt qu trnh th ho phc tp din ra trong mt khng gian rng vi quy m ln. Khu ph c H Ni l khu ph nm xung quanh thnh c H Ni v mang m nt vn ho c xa ca H Ni. Di thi nh L, nh Trn, Ph c H Ni bao gm nhiu phng trong tng s 61 phng thi . Di thi L, u th k XVI, H Ni tr thnh ng Kinh, khp ni v lm n bun bn trong 36 phng lc by gi, v dn dn ni y chnh l khu Ph C ngy nay. Khu Ph C mang nng bn sc dn tc Vit c sc thi c trng ca mt khu dn c sn xut ch yu l ngh th cng truyn thng. Ni y din ra nhiu hot ng trong i sng hng ngy ca c

10 10

http://www.cinet.gov.vn/sacmau/phoco/p1.htm
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dn th, trong c hot ng bun bn, sn xut gp phn to nn sc sng mnh lit khu Ph C tn ti vnh vin v pht trin khng ngng. Khu vc sm ut ng vui nht ca H Ni xa l huyn Th Xng hay cn c gi l khu ph c. y c mt lot nhng ca hng ca hiu st vch nhau to thnh nhiu dy ph, mi ph bn mt loi mt hng hay hnh mt ngh ring bit. Chnh v vy tn ph c t theo tn sn phm c trng cho ph . Phng l t chc ngh nghip (ch c kinh thnh Thng Long) v l n v tng ng vi lng x vng nng thn. y l ni sinh sng v lm vic ca nhng ngi lm cng mt ngh th cng. Trong , cc ngh pht trin l ngh nhum, dt, lm giy, c ng, rn v gm... 1.1.2. Th k XVII - th k XX T th k XVII n ht th k XIX, thnh ph thit lp mt mng li ch. Pha ng l khu dn c, kinh thnh ni tp trung cc phng ngh. T cui th k XIX n na u th k XX, c cu th tr nn dy c hn, khong cui th k XIX, khu Kinh Thnh t ti cc gii hn t nhin ca n, sau vic m rng c tp trung theo hng vo trong li ca khu ph, cc ao h , m dn b lp kn xy dng. 1.1.3. Th k XX n nay T 1954 tr i, do chnh sch ci to cng thng nghip t bn t nhn; chnh sch pht trin sn xut, chnh sch kinh t ca thi bao cp (Nh nc m nhn vic cung cp mi nhu yu phm cho cuc sng ca dn c qua h thng cc ca hng bch ho v dch v phc v) Ton b khu Ph C ni bun bn sm ut tr thnh khu n thun (1960 - 1983) ph x yn tnh hn; s nhn nhp ch cn cc khu ch, cc ca hng bch ho, ca hng chuyn doanh ca Nh nc ca hp tc x (nh ch ng Xun, ch Hng Da,...) Dn c khu Ph C c tng dn ln, ln chim cc khng gian trng ca cc sn trong tng nh. Mt s mt hng th cng truyn thng b mai mt. Khu Ph C t 1986 n nay vi ng li chnh sch mi t nn kinh t bao cp chuyn sang kinh t th trng; m rng s giao lu kinh t v quan h vi quc t; m rng cc thnh phn kinh t trong nc, khch l mi tng lp nhn dn xy
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dng m mang pht trin kinh t vn ho x hi, bun bn khu Ph C dn dn c phc hi, pht trin v sm ut hn xa. Tuy nhin, ngy nay hu nh H Ni khng cn ph ngh vi t cch ni sn xut, v trong s 53 ph c tn gi bt u bng ch Hng hin tn ti ch c 5 ph cn ng ngh; tc cn c hot ng sn xut mt hng truyn thng l cc ph Hng Thic, L Rn, Hng Hm, Hng Bc, Hng Tin. Ngoi ra cn 2 ph chuyn doanh bun bn cc mt hng truyn thng ng vi tn ph: Hng ng, Hng M, nhng sn xut l ph m ch yu l mua bun hng t cc ni khc mang n. C nhng ph khc ny ra nhng mt hng mi song ch yu vn l bun bn ch khng phi sn xut nh Hng Gai bun bn hng thu, Hng Du, Hng B bun bn giy dp, Hng Khoai bun bn s... Bn cnh hot ng bun bn pht trin, khu Ph C cn l im n ca rt nhiu khch du lch nc ngoi, y cng l nhn t thc y tch cc hot ng thng mi, dch v, vn ho ti Ph C H Ni. 1.2. Gi tr vn ho trong hot ng bun bn khu ph c H Ni Ph c H Ni thu ht nhiu khch du lch nc ngoi khng ch bi s nhn nhp ca hot ng bun bn m cn bi gi tr vn ho tim n trong nhng hot ng . Gi tr vn ho ca khu ph c th hin nhng ngh th cng truyn thng hnh thnh nn nhng lng ngh, ph ngh H Ni. Theo nhng tn ph c ch Hng u, c th thy Ph C H ni l khu vc tp trung nhiu ngh th cng nht. Nhng ngi bn hng c th l th th cng kim thng nhn, va sn xut theo kiu gia cng t hng cho khch va by bn mt s hng lm sn ti ca hiu. l cc loi th thu (lng Qut ng Thng Tn - H Ty), th lm trng (gc lng i Tam - H Nam), th tin (lng Nh Kh - H Ty), th lm mnh (lng Gii T - Bc Ninh), th lm qut (lng o X - Hng Yn), c ng (lng i Bi), vng bc (lng nh Cng)...Nhng ngi th th cng khp ni mang ngh c o ca qu hng mnh ln H Ni lm n, h lp ra nhng ph ring bn sn phm ca qu hung mnh. H thnh lp v lin kt vi nhau trong cc phng hi gip nhau trong cuc sng cng nh trong vic gi gn ngh t. Gia nhng ngi Thng Long - H Ni vi nhng
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ngi qu lun gi mi lin h cht ch vi nhau. C th ni nhng phng hi nh th gip cho ngh nghip qu hng cng nh H Ni pht trin ng thi mi ngi gn kt vi nhau cng nhau gi gn v pht huy li sng, nhng phong tc tp qun tt p ca qu hng mnh. Chnh nhng ngh th cng truyn thng em li cho hot ng bun bn khu Ph C H Ni gi tr vn ha truyn thng bn lu. 2. Nhng nt khi qut v thc trng phn phi t la khu Ph C H Ni Mt trong nhng ngh bun bn pht trin nht cho n nay Ph C H Ni l bn t la. Ch ring mt hng t la c bn rt nhiu v ri rc trn cc khu ph Hng B, Hng o,Hng Trng, inh Lit, Lng Vn Can, Bo Khnh... Tuy nhin tp trung nhiu nht v cng ni ting nht vi hot ng bun bn mt hng ny l ph Hng Gai. Trc y, con ph ny chuyn bn cc loi dy gai, dy ay, vng, thng nn c mang tn l ph Hng Gai. Tuy nhin, n khong thp nin u th k XX, nhng nh bun t nhiu vn hn th ch nhng th th cng lm thng gai; chnh v vy, ph Hng Gai khng ni ting v hng dy gai m li c bit n nhiu hn bi ngh bun t la. Con ph t la Hng Gai (thuc phng Hng Gai, qun Hon Kim) di 250 mt nhng c ti 91 gia nh kinh doanh t la hoc hng ho v dch v kt hp t la. Cc sn phm t la y kh phong ph vi nhiu chng loi hng ho nh qun, o, vy, c-vt, khn, ti xch tay,... Nhn chung, vi hu ht nhng ca hng c quy m khng ln, mu m hng ho khng c s khc bit nhiu, cng cha c nt ring c sc. Bn cnh , mt s ca hng nh Khai Silk, Hoa Silk, C Thnh, H ng Silk khng ch dng li nhng may sn thun tu m c c nhng mt hng mang nt ring cho mnh: Khai Silk c nhng thit k u ho hp thi, C Thnh chuyn v vi, Hoa Silk chuyn v khn la,... Tuy nhin nhng ca hng nh vy cha nhiu. Ngun cung cho t la Hng Gai ch yu c ly t lng t la Vn Phc- H ng. Vi s a dng v chng loi hng ho, cht liu t nhin, mt hng ny thu ht rt nhiu khch du lch ti mua, to mt ngun thu ng k cho cc ca hng bn
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la Ph C H Ni. Tuy nhin, v nhiu l do trong c l do khng hong kinh t, doanh thu ca phn ln cc ca hng u st gim.V d ca hng Ngc Lm Silk trc y doanh thu ca hng vo khong hn 100 triu ng/ thng, tng ng doanh thu mt ngy c vi triu ng. Hin nay, con s ny tt gim ng k, mt thng cn khong 40 triu ng, tng ng vi trm ngn ng mt ngy. 3. Thc trng Vn ha trong Marketing mix i vi vic phn phi mt hng t la ph c H Ni Qua tin hnh kho st 45 du khch nc ngoi t cc quc gia: c, Php, Italia, Srilanka, n , vi phn ng u l khch du lch nh gi s hi lng ca khch hng khi mua sm ti cc ca hng phn phi la ti H Ni cho kt qu kh kh quan. Cc s liu di y thu nhn c t t kho st khch hng ngi nc ngoi trong thng 6 nm 2009: kin ca khch hng v vic i mua sm ti cc ca hng la ti H Ni.

22% Hi lng 52% 26% Khng hi lng Khng kin

Biu 1. 52% s khch hng c hi cm thy hi lng khi i mua sm mt hng la ti cc ca hng phn phi la trn khu ph c H Ni, gp i s lng khch khng hi lng vi vic mua sm. Con s thng k lng khch hng khng hi lng khi i mua sm tnh theo t l phn trm l 26%, nhiu hn 4% so vi s du khch khng c kin g v vic mua sm ti cc ca hng phn phi la ti H Ni. Vic tng hp kin ca khch hng c da trn bng cu hi phng vn du khch nc ngoi v nh gi ca h v cc yu t sn phm, gi c, chnh sch xc
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tin- h tr sn phm nh: cc hnh thc khuyn mi, ca hng, k nng giao tip ca ngi bn hng. (Chi tit v bng cu hi c a vo ph lc 1) Di y l cc kt qu c th cho tng yu t P ca 4P trong Marketing mix. 3.1. Thc trng v la t tm v cc sn phm t la . Xt v yu t sn phm, 4 cu hi nh gi v cht liu v thit k c a ra nhm tm hiu kin ca khch hng nc ngoi v la v cc sn phm t la ca Vit Nam. Sau khi tin hnh iu tra, bng cu hi cho kt qu nh sau: * Cht liu: Khch hng hi lng vi cht liu la t tm

30% ng Khng ng Khng kin 60% 10%

Biu 2 Trong s 45 khch hng nc ngoi c hi v cht liu la t tm ca sn phm, phn ng khch hng khng a ra kin, nhn xt g. Con s 60% du khch khng c cu tr li nhiu gp 2 ln so vi s ngi cho rng cc sn phm ca ca hng lm t cht liu la cao cp. Ch 10% du khch c hi nh gi cht liu la khng phi hng cao cp. Nhn chung, cht lng ca la t tm cha c c kin nh gi r rng t pha du khch nc ngoi. Tuy nhin, mu m sn phm v cc thit k sn phm li nhn c nhng phn hi kh r rng. 100% khch nc ngoi c hi tha nhn h b n tng bi s a dng trong hnh thc ca sn phm t la. Bn cnh , du khch cng a ra kin v bn sc vn ha Vit Nam phn nh trong cc sn phm t la ti ca hng. * Yu t vn ha: Cc sn phm la mang nt vn ha Vit Nam
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11%

22%

ng Khng ng Khng kin 67%

Biu 3 Theo thng k, hn mt na s khch nc ngoi ng rng cc sn phm t la mang c nt vn ha Vit Nam. D vy, cng c ti mt phn t s du khch cho rng cc sn phm t la cha th hin r nt vn ha truyn thng ca ngi Vit. Vn ny c th phn no gii thch c thng qua kt qu kho st ngi bn hng v l do chn phn phi mt hng la.

Biu 4 Biu cho thy kt qu rt r rng: ch 10% s ca hng quan tm n tnh cht c trng cho vn ho Vit Nam ca mt hng la. Con s nh gi tnh li nhun m mt hng la em li cng ch hn 20%. Kt qu ny cho thy cc ca
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hng cha tht s thc c th mnh ca yu t vn ha trong sn phm thu ht khch hng ca mnh. * Tnh c o ca sn phm trong tng ca hng S c o trong cc sn phm t la ti cc ca hng khc nhau

27%

27% ng Khng ng Khng kin 46%

Biu 5 Qua iu tra, s lng khch hng nhn thy c s c o trong sn phm ca tng ca hng cng bng s lng khch hng khng c kin- t l phn trm theo thng k l 27%. Phn ln khch nc ngoi , c th l 46%, phn nn v s m nht trong tnh c o ca sn phm v s thiu st trong vic u t vo thit k ca ca hng: Trn thc t, nt c o trong thit k sn phm b ph thuc vo nhiu yu t, nh quan im c nhn ca khch hng, phong cch ca ngi thit k, ngun mu m sn phm, hay yu t gin tip tc ng l kh nng ti chnh ca ca hng c thay i, cp nht lin tc cc mu mi hay khng. Trong bng cu hi dnh cho ngi bn hng, cc cu hi kho st v mt s yu t tc ng c a ra.

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Biu 6 Phn ng cc ca hng ch bn hng theo tnh mu v. 64% ca hng cho bit thi gian hng bn chy nht ch yu l vo mu thu, ng, khi tit tri se lnh, lng du khch n Vit Nam tng ln. Vi c im ma v nh vy, cc thit k sn phm cng s tp trung phc v mt s yu cu nht nh. Vic u t cho thit k v th cng khng th dn tri quanh nm do yu t chi ph. Ngoi nh hng v tnh mua v, ngun mu m sn phm cng l cu hi c a ra cho cc ca hng:

Biu 7
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T biu trn, ta c th thy hn 40% ca hng cho hay h u c ngi thit k mu m ring. Trong s cc ca hng c hi, gn mt phn t s ca hng nhn may cc mu theo yu cu ca khch hng. Vic nhp t ngun sn c hay lm theo mu ca ca hng khc ch chim con s phn trm kh nh, 17%. Kt qu ny kh mu thun vi nhng kin ca khch hng. Trong khun kh nghin cu, nguyn nhn ny l do ngi bn hng c tnh gii thiu v ngui thit k ring nhm tng gi tr ca sn phm, hay nhng nh thit k cha sc sng to vn cha th a ra kt lun. 3.2 Kt qu v chnh sch gi c. nh gi v yu t gi c, vic iu tra thng tin t cc c hng em li kt qu hu ch. Thng qua quan st, nhm nghin cu nhn thy phn ng cc ca hng u c nim yt gi trc tip ln sn phm. Khi tin hnh phng vn, cc ch hng cho bit khng c s phn bit gia cc i tng khch hng v cng khng c chuyn mc c hng ha. S thng nht v gi c ny th hin mt t duy mi hn so vi thi bn gi t cho khch nc ngoi. y l mt du hiu tch cc cho thy cc ca hng bn la ph c H Ni thc c tm quan trng ca vic nh ra mc gi r rng, c nh, cng bng trong bun bn vi khch hng nc ngoi Tiu ch Ca hng c nim yt gi trc tip ln sn phm. Cc i tng khch hng khc nhau vn c p dng chnh sch gi nh nhau. Gi c nh, khng mc c. Bng s liu 1. Cc tiu ch v gi c. Nh vy, con s 59% nim yt gi trc tip cho thy phn ln cc ca hng t c tiu ch nim yt gi c r rng to thun li cho khch mua hng, ph hp vi xu hng bn hng hin i. Tuy nhin, nh gi c v ph hp ca chnh sch gi c ti cc ca hng, vic kho st ngi tiu dng l cn thit. Khi tin hnh iu tra v quan im
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kin C 59% 73% 67% Khng 41% 27% 33%

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ca khch hng nc ngoi i vi yu t gi c, 3 tiu ch sau c a ra: S hp l ca gi, vic nim yt gi r rng, v s thoi mi trong vic tha thun gi. Kt qu thu c ban u nh sau:

16% Hi lng Khng hi lng Khng kin 38%

46%

Biu 8 Nhn chung, phn ln du khch nc ngoi kh hi lng vi vn gi c khi mua hng ti cc ca hng phn phi t la ti H Ni. Con s khch hng cm th hi lng vi yu t gi c chim u th vi 46%, gp hn 1,2 ln s khch hng khng hi lng vi vn gi c. Tuy nhin nu so snh vi yu t sn phm, vn gi c cha thc s lm hi lng du khch. Biu ct tng hp di y s minh ha r hn cho vn gi c ny:
60% 50% 40% 30% 20% 10% 0% 7% Gi c hp l Nim yt gi r Vic tha thun rng gi d chu 15% 40%

53% 45% 40% 40% 33% 27%

ng Khng ng Khng kin

Biu 9 Nhn trn biu c th thy c tiu ch gi hp l nhn c s ng tnh ca phn ng du khch, th hin bi 53% s khch hng ng vi kin gi c hp l. Trong 3 tiu ch a ra, vic tha thun gi li t nhn c s ng ca khch
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hng nht (con s thng k c l 40%) . Tuy nhin, vic tha thun gi cng l tiu ch t b phn nn nht trong 3 tiu ch a ra. iu ny c th hin r thng qua con s 33% s khch hng khng hi lng vi vic tha thun gi, thp hn 12% so vi s ngi tr li khng va lng vi vic nim yt gi v vic nh mc gi c ca sn phm. iu ny chng t vic nim yt gi mi ch dng li hnh thc, cn tnh cht vic tho thun gi c cn ph thuc vo tng ca hng. Trong thi k hi nhp, y c th coi l im cn khc phc trong kinh doanh, nhng nu xt trn kha cnh vn ha, y c th coi l nt c trng ring. Bi l thng qua phng vn, mt s du khch ni rng h thy th v v b hp dn bi vic tho thun gi bng phng thc mc c. Thm vo , khch hng nc ngoi cm thy kh thun tin trong phng thc thanh ton, do 81,25% s ca hng chp nhn hnh thc thanh ton bng c tin mt ln th tn dng. iu ny cho thy v kha cnh phng thc thanh ton, phn ln cc ca hng hi nhp c vi xu th mi, to iu kin thun li cho khch mua hng. 3.3 Kt qu nh gi chnh sch phn phi i vi khch hng mua sn phm la, h khng ti yu t knh phn phi m ch a ra cc nhn xt nh c thy qung co v la t tm ti khch sn hay tu du lch nhng li khng mua c ngay m phi n cc ca hng. Thc mc c th c gii thch bng hnh thc phn phi ca c hng t la ti khu ph c H Ni.

5% 19%

10% ca hng dch v du lch trc tuyn hnh thc khc 66%

Biu 10
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Khi c hi v vic la chn nhng hnh thc phn phi mt hng la, c ti hn 60% s ca hng ch bn trc tip ti ca hng ca mnh. Hnh thc bn thng qua dch v du lch hay trc tuyn chim mt s lng kh t i. Nh vy, cc ca hng vn cha tn dng c nhng knh phn phi khc do quy m ca hng cha ln mnh 3.4 Kt qu nh gi chnh sch h tr v xc tin kinh doanh. Chnh sch h tr v xc tin kinh doanh c nh ga trn 5 tiu ch: cc hnh thc qung co, cc dch v hu mi, tc ng ca hnh thc khuyn mi, nhn xt v ca hng v kin nh gi ngi bn hng. Trong , 2 tiu ch u c phn tch da trn kt qu kho st ca hng v 3 tiu ch sau c da trn cu tr li ca khch hng. * S hiu qu ca qung co.

Biu 11 Trn thc t, hnh thc qung co bng website ca phn ln cc ca hng ny khng pht trin, ch dng li mc c website nhng khng u t v quan tm nhiu n hnh thc qung co ny. S liu thng k cng cho thy, phn ln cc ca hng phn phi la khu ph c H Ni cha quan tm n vn qung b thng hiu trong khi qung co l mt knh rt quan trng trong vic tip cn vi khch hng. Yu t vn ho truyn
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thng cng khng c tn dng trit qung co cho mt hng la Vit Nam. iu ny l gii phn no v sao la Vit Nam mc d l mt mt hng truyn thng c cht lng nhng cha c nhiu bn b quc t bit n. * nh gi v dch v hu mi

Biu 12 Dch v hu mi xt kha cnh i sn phm cho khch hng nhn chung tt. Tuy nhin nhng hnh thc khc cha c p dng bi phn ln cc ca hng cha quan tm n vn ny. * Cc hnh thc khuyn mi Trong bng cu hi iu tra kin ca khch hng, cc dch v h tr v xc tin kinh doanh c nh gi d trn 3 cn c: cc dch v khuyn mi, ca hng v ngi bn hng. Sau khi tng hp cc cu tr li, nhm nghin cu thu c kt qu nh sau: Tiu ch Khuyn mi Ca hng Ngi bn hng kin Hi lng 10% 48,6% 40% Khng hi lng 40% 42,9% 25,7% Khng kin 50% 8,5% 34,3%

Bng s liu 2. Tng hp kin khch hng v chnh sch xc tin v h tr kinh doanh.
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T bng kt qu ta c th thy trong 3 cn c nhm nh gi chnh sch xc tin- h tr kinh doanh, cc hnh thc khuyn mi t thu ht c khch hng nht. S ngi cm thy b hp dn bi cc hnh thc khuyn mi ch chim 10% trong tng s nhng ngi tham gia tr li cu hi. Trong khi , tiu ch v ca hng li dnh c s hi lng ca khch hng nc ngoi. Theo s liu thu c, xp x 50% du khch nc ngoi hi lng vi ca hng, nh vy l nhiu hn gn 10% so vi s ngi hi lng vi ngi bn hng. Kt qu tng th c th c minh ha bi biu sau y:
50% 40% 30% 20% 10% 0% 10% 8.50% 50% 40.00% 49% 42.90%

40% 34.30% 25.70% hi lng khng hi lng khng kin

khuyn mi

ca hng

ngi bn hng

Biu 13 Da vo biu ta c th thy du khch cha thc s hi lng vi chnh sch h tr v xc tin kinh doanh. Tiu ch v ca hng v ngi bn hng c kin khng c s chnh lch r rng gia hai kin hi lng hay khng hi lng, chng t hai tiu ch ny cn c xem xt k hn v nhng u v nhc im. Trong bng cu hi, cc cn c nh gi tng tiu ch c a ra c th, s gip cho vic tm ra thc trng ca vn . * Nhn xt v ca hng. nh gi v ca hng, 4 cu hi c a ra thm d kin ca khch hng ngi nc ngoi. 1. 2. 3. 4. a im ca hng thun li cho vic mua sm. Mi ca hng c phong cch bi tr ring. Vic trng by thun tin cho vic l chn . Thit k cho ca hng c trng nt vn ho Vit Nam.
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Di y l thng k theo phn trm s cu tr li ng vi kin a ra trong 4 cu hi

29% a dim ph hp phong cch ring trng by thun tin thit k mang nt vn ho

53% 9% 9%

Biu 14 Da vo biu hnh trn c th d dng nhn thy u im ln nht ca cc ca hng phn phi la chnh l a im thun tin cho vic mua sm. Hn 50% khch hng c hi ng rng v tr ca ca hng l yu t quan trng cho vic i mua sm ca h. Con s ny gn gp i s liu thng k c cho cu hi v yu t vn ha c phn nh trong thit k ca ca hng. S ngi tr li b n tng bi phong cch bi tr ring v cm thy thun tin khi chn chim t l phn trm rt nh, ch 9%, tc l cha bng 1 phn 5 s ngi hi lng vi a im ca ca hng. Qua phn tch s liu c th thy rng cc ca hng phn phi la khu ph c H Ni bit tn dng u th v v tr, a im ca mnh. Song, h li cha khai thc uc yu t truyn thng trong vic bi tr ca hng. Thm vo , cc ca hng li qu m nht trong vic to lp phong cch ring v coi nh vic trng by sn phm thun tin cho khch hng la chn. * Tiu ch v ngi bn hng. Cc cn c nh gi mc hi lng ca du khch v ngi bn hng c da trn cc cu hi v kh nng ngoi ng, kh nng giao tip thng qua c ch khng li, s chuyn nghip trong bn hng v kh nng truyn ti nt vn ha Vit Nam ca ngui bn hng.

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Sau khi phng vn 45 du khch nc ngoi, nhm nghin cu tng hp c kin ca du khch v 4 tiu ch ca ngi bn hng, c minh ha di t l phn trm nh sau: Tiu ch Kh nng ngoi ng tt Giao tip c ch tt Chuyn nghip trong bn hng Phn nh nt vn ha Vit Nam kin ng 35,6% 88,9% 31,1% 35,6% Khng ng 55,6% 6,7% 55,6% 55,6% Khng kin 8,8% 4,4% 13,3% 8,8%

Bng s liu 3. Tng hp kin ca khch hng v tiu ch ngi bn hng. Nhn mt cch tng quan, nh gi ca du khch v ngi bn hng kh r nt. Qua tng hp kin khch hng, kt qu cho thy giao tip c ch ca ngi bn hng c du khch nh gi cao nht. Tuy vy, kh nng ngn ng (ngoi ng) ca ngi bn hng v kh nng truyn ti vn ha ca h (li phc sc, kim thc v vn ha) li u ch nhn c s hi lng ca 35,6% khch hng. Tiu ch b nh gi thp nht chnh l s chuyn nghip trong bn hng. Ch c 31,1% s ngi c hi cho rng nhng nhn vin bn hng th hin c s chuyn nghip. Vic bn hng thiu chuyn nghip, k nng bn hng cn yu hay vic cha th hin c nt vn ha Vit Nam cn c s tm hiu t phi ca hng.

Biu 15 Phn ln nhn vin bn hng khng c o to bi bn nn cha c phong cch bn hng chuyn nghip, rt t ngi c kh nng giao tip bng ting Anh vi
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khch nc ngoi. Bn cnh h cng khng c nhiu hiu bit v yu t vn ho ca dn tc mnh trong chnh sn phm h ang bn nn khng gii thiu c cho khch nc ngoi n mua hng. y c th coi l thiu st ca ca hng, bi l i tng khch hng c cc ca hng xc nh r nh sau:

Biu 16 Nhn trn biu , t l phn trm th hin r phn ln cc ca hng u phc v i tng ch yu l du khch nuc ngoi. S lng khch hng ngi nc ngoi chim 71%, gn gp 2,5 ln s khch hng bn x. iu ny th hin xu hng ca thi k hi nhp: ngy cng c nhiu du khch nc ngoi n vi Vit Nam, mun c bit v con ngi v vn ho Vit Nam. Chnh v th, yu cu t ra i vi cc ca hng bn la khu ph c H Ni chnh l ngi bn hng cn phi hiu bit v qung b c vn ho ca nc mnh, ng thi phi hc hi v tm hiu v vn ho nc ngoi c th thch ng vi mi trng kinh doanh trong thi k hi nhp. Tuy vy, t kt qu phng vn khch hng c th thy rng yu t vn ha hay nhng hiu bit v Vn ha ca ngi bn hng la ti khu ph c H Ni vn cha p ng c nhu cu ca khch hng. Ni mt cch ngn gn, trong giao tip gia ngi bn hng v ngi mua hng, phn ln ngn ng c ch c s dng mt cch hiu qu. D vy, ngi bn

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hng cn hn ch trong trnh ngoi ng, cha th hin tc phong chuyn nghip v cha phn nh c nt vn ha Vit Nam.

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CHNG III

1.

ing mix vo vi

T nhng s liu thng k trn, c th thy, vic mua bn la t tm truyn thng khu Ph c H Ni t c nhng thnh cng song cng cn tn ti mt s hn ch nht nh. 1.1 Thnh cng V sn phm, mt hng la khu Ph c H Ni c nh gi l v cng phong ph v kiu dng, mu m. Du khch c th tm thy v vn nhng sn phm c lm bng la: t nhng sn phm may mc nh qun o, khn qung, giy dp, ti xch... n nhng vt dng gia nh nh chn mn, ga ging, tranh... hay nhng vt dng du lch nh ti ng,...Hu ht cc du khch c hi u t ra n tng vi s phong ph v mu m ca cc sn phm lm t la Vit Nam. Vn ha ngi Vit thng chung yu t s lng nn vic pht trin a dng cc sn phm t la th hin c nt c trng ca ngi Vit Nam vi du khch trn th gii. V gi c, nh cp trn, gi c khng phi yu t quyt nh song cng c tc ng khng nh n hnh vi mua hng ca du khch. Nhng nh cung cp la ti khu Ph c H Ni thnh cng khi a ra mc gi c nh gi l kh hp l. Nu xt v tiu ch gi c, mc gi ca la Vit Nam hon ton c th to li th cnh tranh so vi cc sn phm la c sn xut bi cc nc khc trong khu vc nh Trung Quc, Singapore, Malaysia... Vic chp nhn mc c trong mua bn c th c coi l mt nt vn ha ca ngi Vit Nam. Mt s du khch cm thy rt thch th vi vic tha thun gi v coi l ngh thut trong kinh doanh, mua sm. H cng t ra kh th v khi hiu c vn ha mc c ca ngi Vit Nam. Khng th ph nhn c mt s khch hng
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kh e ngi vic mc c v mong mun tt c hng ha c nim yt gi r rng, song vic mc c khng nn b nh gi nh mt nhc im trong vn ha bn hng la ca khu Ph c H Ni. C chng, l s khc bit v vn ha dn n s khc bit v quan im ca con ngi nhng quc gia khc nhau. im thch nghi vn ha ca cc ca hng kinh doanh la ti H Ni c th hin qua phng thc thanh ton rt linh ng: chp nhn c hnh thc tin mt (Vit Nam ng hoc ngoi t) cng nh th tn dng. Ngi Vit Nam vn d quen s dng tin mt trong vic bun bn hng ngy, nht l cc mt hng gia dng, may mc, Vic chp nhn a dng hnh thc thanh ton cho thy s pht trin bt kp xu th thi i ca nhng nh kinh doanh la ti khu Ph c H Ni. Phng thc thanh ton a dng em li s tin li cho khng ch cho du khch m cho c ch hng. Trong thi gian ti, hi vng rng khng ch nhng ca hng quy m ln m ngay c nhng ca hng nh l cng s linh hot trong vic p dng nhng phng thc thanh ton c th em li s thoi mi nht cho khch hng. V a im v cc knh phn phi, nhn chung, du khch nhn xt y l mt khu ph p, tp trung nhiu ca hng la, rt thun tin cho vic mua sm v thm quan. Li th truyn thng chnh l u im ni tri gip mt hng la t tm pht trin mnh m ti Ph c H Ni. T nhng ca hng nh ca gia nh, qua nhiu nm pht trin, mt s ca hng m rng mng li phn phi khng ch trong H Ni m cn ra cc vng min khc ca t nc. Thm ch, mt s ca hng nh ca hng Hng Silk inh Lit tp trung hn sang hnh thc bn bun, chuyn cung cp mt hng la cho cc i l trong v ngoi nc. Mt s ca hng gc khng phi l ngh gia truyn song ch hng c nim am m vi mt hng truyn thng ny nn quyt nh kinh doanh v cng c nhiu ca hng trn cng tuyn ph. Yu t cha truyn con n v vy cng to c n tng i vi khch du lch. C nhi du khch cho hay, h cm thy rt b cun ht khi ti thm nhng ca hng mang tnh gia truyn, bi h c cm gic rng phong cch bn hng ca ngi ch th hin c nt truyn thng ngi Vit, khng b cng nghip ho, qu ch tm n vic li nhun thu c t khch hng.

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V xc tin v h tr kinh doanh, u im ca cc ca hng l c s u t hn trong bi tr so vi trc y. Vic chn mu sc n hay b tr gc sng ti c s quan tm nht nh nhm ni bt c mu sc ca sn phm v to cm gic bt mt cho khch hng, li tn c nt vn ha trong la chn mu sc ca ca hng. Nhiu khch hng by t s thch th khi i thm mt lot cc ca hng ngay mt ng. y l c trng ca cc ca hng bn la ti Vit Nam, vn ch ti a im ca hng ring v phi mt ng. iu ny khc vi phong cch Chu u, khi cc ca hng u c sp xp thnh gian hng ln, tp trung cc khu trung tm mua sm. Cc dch v hu mi, i sn phm, t vn cng c quan tm nhiu hn. Giao tip ca nhn vin bn hng cng nhn c nhng li khen ngi ca khch hng nc ngoi nh hiu khch, thn thin, ti tn, nng nhit, duyn dng. Nhng ca hng c nhn vin mc o di c nh gi rt cao bi khch hng c nhn thy nt p ca sn phm la, cng c tn mt nhn thy hnh nh thiu n Vit Nam mc o di. Bn cnh , cc khch hng kh tnh cng tha nhn eng, vic nhn vin mc o di la l cch gii thiu sn phm n gin v thuyt phc nht, gip khch hng phng Ty cm thy tin tng vo sn phm hn, do tm l khi mua hng cn c mt thy tai nghe, c nhn v cm nhn sn phm. 1.2. Tn ti V sn phm, r rng, la t tm l mt mt hng truyn thng c t lu i ca Vit Nam. Do , con s 30% du khch hi lng vi cht liu ca sn phm cha phi l con s m nhng nh sn xut v phn phi la ti khu Ph c H Ni mong i. Trn thc t, la Trung Quc kh ni ting v l mt hng cnh tranh trc tip vi la Vit Nam. Nu khng c s u t sn xut k lng, cht lng la Vit Nam s khng th sc cnh tranh vi mt hng la ca nc lng ging Trung Quc. Vn ho Vit Nam trng s lng, nhng s u t trau chut cho sn phm cng cn c u tin hn na. Mc d c nh gi l a dng v mu m, song, sn phm la Vit Nam ti khu ph c li thiu yu t c o. Du khch khi tham quan v mua sm ti y ni rng h cha nhn ra nt ring bit trong sn phm gia
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cc ca hng. Nh vy, la Vit Nam mi ch c ch trng n tiu ch m bo s lng m cha c u t ng mc vo tm ti, pht trin nhng thit k mi, ph hp hn vi xu th mi cng nh em li hi th ring cho sn phm la Vit Nam. y cng l mt im hn ch nng lc cnh tranh ca sn phm la Vit Nam so vi sn phm la ca cc nc khc, c bit l Trung Quc. V gi c, a s cc ca hng la c hi u khng nh s dng chnh sch nim yt gi trn sn phm. Tuy nhin, phn hi t pha khch hng li cho kt qu khng ng nht. iu ny chng t gi c ca cc mt hng cha c nim yt r rng. Chnh sch gi khng thng nht vi thc t p dng. iu ny gy nh hng khng tt ti cm nhn ca du khch, cho thy s thiu chuyn nghip trong phng thc ghi gi. Nhn chung, tm l thch mc c ca ngi Vit Nam i khi li khng nn p dng i vi du khch nc ngoi. V a im v cc knh phn phi, cc ca hng la khai thc rt tt v tr trung tm thnh ph, nhng li cha quan tm n vic pht trin mng li phn phi rng ri m mi ch b hp trong th H Ni. Ngoi bn hng trc tip ti khu Ph c, ch c rt t ca hng c hi cho bit c phn phi la n cc khch sn, khu du lch hay c cc i l ti cc thnh ph khc. Mt s ca hng la ln c t 2 n 3 phng trng by v bn sn phm li ch tp trung hon ton trong khu ph c, thm ch l ng thi trn mt tuyn ph (Tho Silk, T Thanh Ng,...). Nu khng y mnh pht trin mng li phn phi, la Vit Nam cha th tr thnh sn phm quen thuc v danh ting ca la Vit Nam cha th sc vn xa hn na. y cng l s phn nh vn ha trong kinh doanh, phn phi ca ngi Vit Nam. Phn ln vic s dng cc knh phn phi ngn, trc tip vn c p dng cho cc ca hng. Cc ca hng cn nng ng hn trong vic tm hiu v m rng quan h, tn dng cc yu t v lin kt phn phi. y s l mt th thch cho cc ca hng bn la quy m nh do yu t chi ph s l vn ko theo. V xc tin v h tr kinh doanh, y c th coi l khu cn nhiu hn ch nht ca cc ca hng la Vit Nam. Cc ch hng cha c s u t vo vic phi hp p dng cc cng c khc nhau nhm thc y mnh m vic tiu th cng nh
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qung b mt hng la truyn thng. Hnh thc qung co c mt s ca hng ln p dng l website cha thc s pht huy ht tc dng vn c ca n. Trong khi website l mt hnh thc c sc qung b rng (trong nc v quc t), chi ph li khng cao. Nhn vin bn hng ti ca hng a s khng am hiu vn ha ca chnh nc mnh, khng gii thiu c ngun gc v s hnh thnh, pht tin ca mt hng la. Do khng c o to bi bn, ch da vo kinh nghim tch ly ca bn thn, ngi bn hng cha thc s hiu nhim v ca h khng n thun l bn c hng, m quan trng hn l truyn b vn ha Vit thng qua sn phm truyn thng v em li s thoi mi cho khch hng. Khch hng ch yu ti khu Ph c H Ni l du khch nc ngi, song nhn vin bn hng ti cc ca hng cn rt km trong ngn ng giao tip, ch s dng ngn ng c th din t l ch yu. Bn cnh , vic bi tr trong ca hng, theo nhn xt khch quan ca khch hng, li cha c s c o ring. Du khch sau khi thm quan kh c th nh c mt vi ca hng tiu biu khc bit. Mt s ca hng cha c cch bi tr hp l, hng ha c xp chng ln nhau, rt kh la chn. 2. Nhng thch thc trong vic phn phi la khu Ph C H Ni trong thi k hi nhp 2.1. Cnh tranh trn th trng 2.1.1. Cnh tranh trn th trng ni a Ngun cung cp ch yu ca cc ca hng bn la Ph C H Ni l lng la Vn Phc, H ng. Chnh v vy cht lng la cc ca hng ny ph thuc ch yu vo cht lng sn phm t ngun cung. Tuy nhin, trong thi gian gn y, rt nhiu bi bo phn nh thc trng la Trung Quc tr trn vi la Vn Phc . C th nh trong bi vit La Vn Phc ln la Tu trn t Vit Bo, tnh trng ny c phn nh nh sau: Qua kho st ca chng ti, vi la trong mt s ca hng lng Vn Phc li d dng tm thy ch ng Xun, ch vi Ninh Hip vi ci gi r... bo, t 20.000 30.000 ng/mt. Theo mt s ch sp vi trong cc ch, la ny l la pha nilon, d nhn v nhu, gi rt r, ngay c khi may thnh qun o, vy, gi ca n cng rt cnh tranh ch vi chc ngn ng mt sn phm. Kho st ti
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cc ca hng la lng Vn Phc th, mt tm vi la gi 20.000 ng/mt, mt chic khn la dt sn, gi 40.000 ng/chic... c by bn nhan nhn u lng. Nhiu ch hng y ni l la gia truyn, la dt th cng... nh vo tm l khch hng, khch hng cn c th tm thy nhng chic o may sn mc Made in China Vn Phc. Nhng tm la mang danh Vn Phc xut x t Trung Quc theo chn cc mi hng ln tn c nhng shop la sang trng trn ph Hng Gai, Hng Bng... bn cho khch du lch. Tr mt s ca hng uy tn, bn hng ng cht lng, th nhiu ca hng khc trn con ph c ny cng bn rt nhiu cc vi la Made in China mang danh la Vn Phc la khch du lch v ngi tiu dng. Vi ngun cung nh vy, kh c th m bo tt c cc mt hng la ti khu Ph C H Ni c cht lng tt v lm va lng khch hng. R rng, cc sn phm t la gc Vit Nam ang phi i mt vi s cnh tranh ca cc mt hng la t Trung Quc, bi vi gi thnh r v mu m phong ph, mt hng la Trung Quc d bn hn nhiu so vi la Vit Nam. c bit vi hu ht cc khch hng khng c kinh nghim mua la th gi thnh v mu m rt d ln t cht lng thc s ca sn phm. 2.1.2. Cnh tranh trn th trng quc t Trn thc t, la Vit Nam cha c c mt ch ng tht s trong th trng la quc t khi xt c bn yu t: sn phm, gi c, knh phn phi, v cc hnh thc xc tin thng mi. Song vi i tng khch hng ch yu l ngi nc ngoi, c bit l nhng khch hng tng i nhiu ni trn th gii v c c hi tip xc vi nhiu sn phm t la ca nhng quc gia khc nhau, la Vit Nam, c th l la Ph C H Ni chc chn s c em ra so snh. So snh y khng ch l cht lng sn phm m cn rt nhiu yu t khc nh cch thc phn phi, cc dch v hu mi i km,v.v n c nh vi cch by bin sn phm trong ca hng, theo kho st ca nhm nghin cu khoa hc, khch du lch nc ngoi u c mt nhn xt chung l cht lng la Vit Nam khng km g la ca cc nc khc, thm ch cn tt hn so vi mt s nc khng chuyn v mt hng la, song cch by bin sn phm ca cc ca hng ti khu Ph C H Ni li thiu tnh chuyn nghip, khng tn ln c v
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p, cht lng thc s ca sn phm so vi mt s nc phng Ty . iu ny s li trong khch hng nc ngoi n tng v mt hng la Vit Nam v tr thp hn so vi mt hng la t nhng nc khc. Nh vy, cho d khng trc tip cnh tranh trn th trng quc t, mt hng la Ph C H Ni vn lun phi i mt vi cuc cnh tranh ngm vi mt hng la t nhng quc gia khc, c ng vng c trong cuc cnh tranh ny, la Vit Nam mi c th t tin bc ra th trng quc t. 2.2. Nhng thch thc trong bi cnh du lch Vit Nam hin ti Bi cnh du lch c nh hng trc tip n hot ng bun bn la Ph C H Ni bi lng khch ch yu ca nhng ca hng y l khch du lch nc ngoi. Ma du lch cng l ma tng doanh thu cho cc ca hng. Lng khch tng ko theo nhu cu mua la tng, thu nhp ca khch hng cng dn n quyt nh c mua hng hay khng ca h. Chnh v vy, cuc khng hong kinh t nh hng khng nh ti vic bun bn mt hng la khu ph ny. Theo s liu t Tng cc Du lch thng 12 nm 2008, s khch n Vit Nam trong 11 thng u nm gim 22 % so vi cng thi k nm 2007, ch t 3,87 triu lt du khch, thp hn rt nhiu so vi ch tiu nm triu khch ngoi quc do chnh quyn ra cho nm 2008. Nguyn nhn chnh khin lng du khch ngoi quc t n Vit Nam giai on ny l tnh hnh kinh t kh khn chung trn ton th gii, khin mi ngi c xu hng gim chi tiu, trong c chi ph du lch. Ngay c cc th trng hng u c hu ca Vit Nam nh Nht Bn, Hn Quc, i Loan, Php, Ty Ban Nha cng suy gim mnh. Nhn di gc kinh t, cc nc ny u b ri vo kh khn kinh t ti chnh. Trong bi cnh khng hong ton cu cha c du hiu chm dt, tc ng trn ngnh du lch Vit Nam c d bo s tip din qua nm 2009. Theo mt vin chc thuc Tng Cc Du lch Vit Nam cho hay, s lng du khch nc ngoi n Vit Nam vo nm 2009 s tip tc gim khong t 20 n 30 % so vi nm 2008. Lng khch du lch st gim kt hp vi tit kim trong chi tiu ca khch hng gy ra kh khn trong vic tiu th hng ho ca cc ca hng la Ph C H Ni. Kt qu phng vn ca nhm nghin cu khoa hc cng cho thy k t nm
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2008, doanh thu ca phn ln cc ca hng u st gim. R rng, bi cnh du lch Vit Nam trong thi k khng hong kinh t ang t ra mt thch thc ln cho cc ca hng bn la khu Ph C H Ni. 3. xut gii php nhm ng dng vn ho trong marketing mix vo hot ng kinh doanh mt hng la Ph C H Ni 3.1. xut gii php cho cc c quan qun l cp nh nc Vi hnh thc kinh doanh ch yu l nh l v cha c c thng hiu ring vng mnh, cc ca hng kinh doanh la Ph C H Ni rt cn c cc c quan qun l cp nh nc a ra nhng chnh sch, quy nh chung xc tin hot ng ny. To iu kin hot ng kinh doanh mt hng la pht trin cng l gip cho hnh nh Vit Nam c nhiu bn b quc t bit n, vn ha Vit Nam c qung b rng ri. 3.1.1. Pht trin tuyn ph i b ti Ph C H Ni Hin nay, ti khu Ph C H Ni, hnh thc tuyn ph i b c trin khai v i vo hot ng. Hnh thc ny cng thu ht c s quan tm v thch th ca nhiu du khch nc ngoi. Tuy nhin, rt nhiu ngi bn hng cc khu vc khc thng tranh th mang hng n bn tuyn ph ny vo thi im ng khch, to ra mt tnh trng hn tp, mt trt t trn tuyn ph i b. Cha k n tc giao thng, khi bi t cc cng trnh xy dng v rc x ba bi vn thng xuyn xy ra. iu ny khng ch nh hng n tm l khch hng m cn khin cc ca hng bn la c tn tui v quy m ln khng mun m ca bn hng vo thi im hot ng ng c ca tuyn ph i b, trnh b ln vo s nhn nho . Nh vy khch hng s mt i mt knh bn hng cht lng cn cc ca hng bn la s mt i nhng c hi kinh doanh quan trng. Trc tnh hnh rt cn c s can thip ca cc c quan cp nh nc trong vic qun l tuyn ph i b i vo trt t nh phn loi, phn khu cc hnh thc kinh doanh khc nhau d qun l; phn lung giao thng v hn ch mt phng tin giao thng i vo khu ph ny thi im ng khch i b. 3.1.2 Ci thin vn vn minh thng mi

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Vn vn minh thng mi khu Ph C H Ni cng rt ng c quan tm. Cng nhng ca hng bn la nh l th tnh trng bt cht khch, bn hng cho khch vi gi qu cao vn thng xuyn xy ra. Vi vn ny th vic tuyn truyn, m nhng lp o to cho ngi bn hng thc c tm quan trng ca vic bn ng gi l rt quan trng. Cng c th hc hi mt hnh thc qun l ca Ph C Hi An l s dng n lc lng cnh st du lch kim sot nhng hnh vi bn hng tiu cc, bo v quyn li ngi mua hng. Bn cnh , vic qun l cht lng cc mt hng la, trnh cc loi hng gi, hng nhi, hng cht lng thp bn cho khch cng khng th b qua. Vi tnh trng hng Trung Quc cht lng thp b tr trn vo hng Vit Nam, cn c s kim sot ngun cung cho cc ca hng, tiu biu nh lng la Vn Phc, H ng. 3.1.3 T chc cc s kin qung b mt hng la qung b cho tnh truyn thng c trng ca mt hng la Vit Nam, hng nm vo ma c nhiu khch du lch n Ph C H Ni, nhng s kin hay l hi v la nn c t chc ngay ti khu vc Ph C H Ni. Trong nhng l hi ny, hnh nh la Vit Nam s c qung b thng qua gii thiu v quy trnh lm la, lch s ngh la Ph C H Ni v nt p truyn thng ca mt hng la Vit Nam. ng thi trong nhng s kin ny, cc sn phm t la c o ca cc ca hng cng c trng by gii thiu vi du khch trong v ngoi nc. Bn cnh , cc c quan cp nh nc cng c th cho php hnh nh la Ph C H Ni c xut hin trn cc chng trnh mang tnh quc gia, c qung b rng ri trong v ngoi nc.

3.2. xut gii php cho cc nh kinh doanh t la khu Ph C H Ni 3.2.1. ng dng vn ho vo sn phm 3.2.1.1. Tm hiu vn ho cc nc l i tng khch hng ch yu ca ca hng

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Vi i tng khch hng ch yu l ngi nc ngoi, vic tm hiu vn ho ca cc quc gia khc nhau v ng dng nhng kin thc ny vo qu trnh to ra sn phm ht sc quan trng. Mt v d cho thy hiu qu ca bin php ny l Trung Quc, trong cuc kho st th trng ca Cc xc tin thng mi Vit Nam cc Tiu vng quc rp thng nht (UAE), kt qu cho thy, ti y, mt hng thm Trung Quc bn chy hn hn thm nhp khu t Vit Nam hay Thi Lan ch nh chi tit rt nh l chic la bn nh km trn mi tm thm. Hiu c nghi l ca ngi dn o Hi mi ngy phi ngi lm l theo ng hng quy nh, cc nh sn xut Trung Quc thit k sn phm vi chi tit ng dng rt nh nhng mang li hiu qu ln. Khng kh cc ca hng kinh doanh la Ph C H Ni xc nh c quc tch ca i tng khch hng thng xuyn n mua hng, sau thu thp v tng kt th hiu, nhu cu ca cc nhm khch ngoi quc. V d khch hng n t chu thng chung cc tng mu m nng hn khch hng n t chu u. Nhng hiu bit ny s gip cc ca hng a dng ha cc mt hng ca mnh, ng thi p ng c tt hn nhu cu ca khch hng. 3.2.1.2. C nhng thit k ring cho mu m sn phm to ra phong cch ring c sc cho mnh, cc ca hng cn c bit quan tm n vn mu m sn phm. Cc ca hng cn p dng yu t vn ho vo thit k ca mnh m bo sn phm va mang tnh truyn thng va mang nhng nt hin i, mi m. V d bn cnh cht liu v hoa vn truyn thng Vit Nam, cc ca hng cng cn thng xuyn cp nht nhng xu hng thi trang mi trn th gii sn phm ca mnh khng b li mt, p ng c nhu cu ca nhiu i tng khch hng khc nhau. 3.2.1.3. m bo cht lng sn phm Tnh trng la Trung Quc cht lng thp b tr trn vi la Vit Nam chc chn s li n tng tiu cc trong khch mua hng. khc phc tnh trng la cht lng km ny sinh ngay t ngun cung, cc ca hng bn t la cn c nhng hiu bit y trong vic phn bit cht lng cc loi la khc nhau, m bo ch nhp nhng mt hng c cht lng cao. iu quan trng hn c l vic ch bn la
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Vit Nam cht lng tt cn c xut pht t trong thc mong mun gi gn uy tn ca mi ch ca hng. 3.2.2. ng dng vn ho vo gi c Vi nhng ca hng c quy m khc nhau th cch nh gi cng cn c s linh hot ph hp. Vi nhng ca hng c quy m ln v c tn tui nh Khai Silk th gi nim yt nn l mc gi c nh v khng khch hng mc c nhm m bo uy tn ca ca hng. Cn vi nhng ca hng c quy m nh l nn t ra mc gi linh hot khch hng khch hng c th mc c. Mt iu cn ch l trong c hai trng hp trn cc ca hng u cn nim yt gi r rng trn sn phm to iu kin thun li cho khch mua hng. 3.2.3. ng dng vn ho vo hot ng phn phi p dng yu t truyn thng vo hot ng phn phi, ngi bn hng c th dng hnh thc ch qu phn phi sn phm ca mnh vi nhng gian hng mc mc m nt vn ho truyn thng Vit Nam. Bn cnh , cc ca hng cng nn p dng nhng phng thc hin i. Hin nay phn ln cc ca hng bun bn la Ph C H Ni mi ch dng li phn phi trc tip ti ca hng ca mnh trong khi cn rt nhiu knh phn phi khc hiu qu v ph hp vi xu th ca thi i nh phn phi qua mng internet. Hnh thc phn phi ny c th hc hi t nhng ca hng bn la ti Hi An. Theo bo Tui Tr, n nay, ti 80% trong s gn 300 ca hng Ph C Hi An s dng Internet phc v kinh doanh v theo anh Trn Thi Do, ch ca hiu ng Silk ti Hi An, y l cch thc phn phi rt thun tin v hiu qu. Nh vy cc ca hng kinh doanh la Ph C H Ni nn quan tm v u t vo nhng hnh thc phn phi khc bn cnh hnh thc phn phi tryn thng m rng quy m bn hng ca mnh.

3.2.4. ng dng vn ho vo hot ng xc tin bn hng 3.2.4.1. ng dng trong qung co

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Trc ht, vi thc trng phn ln cc ca hng kinh doanh t la Ph C H Ni khng my quan tm n vn qung co, cc ch hng kinh doanh t la cn hiu rng qung co l mt knh thng tin quan trng. Vi thi bui cng ngh thng tin hin i v ph bin nh hin nay, cc ca hng bn la hon ton c th qung co cho sn phm ca mnh trn cc website ring. Bn cnh cng c th qung co bng cch kt hp vi cc khch sn trng by sn phm ti khch sn, ng thi li t ri, card visit khch du lch ngh ti khch sn bit n tn tui v a ch ca mnh. Ni dung qung co cn c bit ch n tnh truyn thng ca sn phm, qung b cho nhng nt c sc ca vn ho Vit Nam. Mt hnh thc qung co khc cho sn phm la truyn thng c rt nhiu khch du lch ch v c cm tnh l nhn vin bn hng mc qun o truyn thng ca Vit Nam c lm t la. y l cch qung co trc tip hiu qu v gy c n tng tt vi khch hng v sn phm. qung co cho ca hng, ng thi gii thiu cho khch hng nhng nt c o ca mt hng la m khch hng khng th nhn thy c, ca hng cng c th in nhng t ri minh ho quy trnh sn xut la bng hnh nh, i km vi din gii bng nhiu th ting khc nhau gip khch hng hiu hn v sn phm la. Cch ny s gy c s ch v cm tnh ca khch hng n ca hng. Bn cnh , cc ca hng t la Ph C H Ni c th a hnh nh la Vit Nam ca ca hng mnh ra th trng quc t bng cch kt hp vi cc hng thi trang nc ngoi hay cc nh thit k thi trang ang tm cht liu cho b su tp ca mnh. Mt bi hc c th rt ra t la Tn Chu An Giang: Khi la Tn Chu by mu c tung ra th trng, lp tc lt vo tm ngm ca nh thit k V Vit Chung - lc ny ang tm kim cht liu lm ti tt nghip cho kho tu nghip ca mnh nc . Nt qu phi, sang trng ca cht liu Lnh M A quyn r V Vit Chung thit k ra 2 b su tp n tng mang v va c in, va hin i, l: M v chu - trnh din ti Tun l thi trang quc t Malaysia ti Kuala Lumpur cui thng 11/2004 v S hi sinh ti Tun l thi trang chu u din ra ti Berlin, c thng 7/2005. S xut hin trn sn din thi trang cho d l trong nc

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hay quc t chc chn s em li tn tui v v tr vng chc cho sn phm la trn th trng. 3.2.4.2. ng dng trong chnh sch xc tin bn hng Bn cnh chnh sch gim gi m phn ln cc ca hng bn t la Ph C H Ni thc hin c, cc ca hng cng cn ch ti chnh sch tng qu- hnh thc cha c p dng nhiu ti y. Nhng qu tng i km vi sn phm c gi tr cao hoc qu ginh cho khch mua nhiu hng c th khng cn phi cu k hay gi tr ln nhng chc chn s li c n tng tt p trong tm tr khch mua hng v n th hin s quan tm ca ca hng ti khch hng. Chnh sch ny gp phn khng nh vo thnh cng ca hot ng kinh doanh ca ca hng Hng Chi trong lng ngh Vn Phc, khi ngi ch hng lun sng to trong cch khuyn mi nhng chic v t tm nh, cvt, chic khn t bay cho khch mua nhiu hng (theo www.vtc.vn) Gi mi lin h vi khch hng cng l mt trong nhng dch v hu mi t c cc ca hng bn la khu Ph C H Ni ny quan tm. Nhng ca hng y, c th gi mi lin h vi khch hng bng cch gi li a ch email ca h, sau thng qua a ch ny cm n khch hng mua sn phm ti ca hng, ng thi gii thiu n khch hng nhng mt hng mi. Duy tr mi lin h ny trong mt thi gian di bng cch qung co cho nhng sn phm mi hay thng bo ma gim gi cho khch hng. Nh vy c hi khch hng bit n sn phm la Vit Nam s c m rng hn, khng ch dng li chuyn i ca khch du lch n Vit Nam. 3.2.4.3. o to v vn ho cho nhn vin bn hng Vic hiu c vai tr ca ng cnh hay ngha ca ngn ng c ch cng rt quan trng,. hiu c iu ny, nhn vin bn hng ti y cn c o to nhng k nng giao tip ph hp vi tng i tng khch hng n t nhng quc gia khc nhau. Ti thiu h cng cn c trang b nhng kin thc v vn ho trong giao tip c bn ca nhng t nc m ngi dn thng xuyn ly Ph C H Ni lm im n du lch. o to mt cch bi bn c th tn km, song tit kim chi ph, bc u, ch cc ca hng t la c th tng kt nhng kinh nghim c v truyn t li cho nhn vin bn hng, hoc u t mt phn kinh ph vo vic su
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tm cc ti liu lin quan n vn ho giao tip trong kinh doanh quc t nhn vin bn hng c v hc hi. Bn cnh nhng hiu bit v vn ho nc ngoi c c phng thc giao tip ph hp vi khch hng, vic hiu bit v vn ho Vit Nam, c th l vn ho truyn thng c trng trong sn phm la Ph C H Ni, l iu ht sc quan trng vi nhn vin bn hng ti y. Ni nh ngh nhn Trnh Vn Mo, thuc lp ngi cao tui nht lng la Vn Phc (H ng - H Ty) C ngi bn v mua phi bit thng la, nu khng, v p c bit ca la cng s ln trong mun nghn th vi vc hng ho khc. Phi c vn ho ng x vi la 11 Vn ho ny ch c th thm nhun khi ngi bn hng c trang b y kin thc v la, quy trnh sn xut ra la, cch phn loi la, Nhng kin thc ny ch hng phi l ngi nm c trc tin sau c th o to li cho nhn vin bn hng ca mnh. Mt trong nhng yu t mu cht trong giao tip vi khch hng l vn ngn ng. Tt c cc khch hng tr li phng vn ca nhm nghin cu khoa hc u mong i ngi bn hng bit ngoi ng c th t vn, gii thiu cho khch hng v sn phm. V vy, cc ca hng bn la ti Ph C H Ni cn c bit ch n kh nng ngoi ng ca nhn vin bn hng. Mt gi cho vn tuyn dng nhn vin bn hng ca cc ca hng ti y l sinh vin, c bit l sinh vin cc khi ngnh ngoi ng , l mt ngun cung ng tin cy bi h c o to bi bn v ngoi ng, nhit tnh v c tinh thn hc hi, i mi, hn na thng khng i hi qu cao v th lao. Nu cc ca hng bn la Ph C H Ni c nhng thng bo rng ri v cng khai v vn tuyn dng, sau c tuyn chn k kng, h s c c hi tm c nhng nhn vin bn hng cht lng hn.

3.2.4.4. ng dng trong vn minh thng mi Cch bi tr ca hng cng l mt trong nhng nhn t nh hng n n tng ca khch hng v ca hng v dn n quyt nh mua hng ca h. Bi tr khng th
11

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ch n thun l cch by hng khch hng trng thy sn phm m cn l cch tn ln gi tr ca sn phm. Bi tr ca hng bn la trong thi k hi nhp khng nn ch dng li phong cch vn ho Vit Nam truyn thng m nn hc hi c phong cch hin i ca vn ho phng Ty nh cao tnh c o, mu m sn phm c treo hoc xp theo kiu phn loi, gn gng, d thy. Quan trng l bi tr khch hng khi bc chn vo ca hng va cm nhn c nhng nt ring c sc ca vn ho Vit Nam truyn thng, va thy thoi mi vi cch bi tr hin i v mi m. V vn ny, cc ca hng la Ph C H Ni nn c ngi thit k bi tr ring, tm s t vn ca nhng ngi am hiu v ngh thut bi tr, hoc t tm hiu thng qua sch bo nm bt c nhng xu hng c bn trong bi tr ca hng hin i.

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KT LUN
Vit Nam gia nhp t chc Thng mi th gii WTO m ra cho hot ng kinh doanh mt hng la khu Ph C H Ni nhiu c hi song cng t ra khng t thch thc. Khng d xy dng nn mt tn tui ni ting hay mt thng hiu mnh trn th trng trong v ngoi nc v mt sn phm rt truyn thng nhng cng i hi phng thc kinh doanh hin i hi nhp vi xu hng ca th gii. Trong hon cnh , vic p dng vn ho trong Marketing mix vo hot ng kinh doanh mt hng t la Ph C H Ni l mt xu th khch quan v nhu cu cp thit. Bng vic vn dng tng hp cc phng php nghin cu, nhm nghin cu khoa hc t c cc kt qu sau: Th nht, xy dng mt bn bo co chi tit nu ln nhng thc trng trong vic kinh doanh mt hng la v thc trng p dng Vn ha trong Marketing mix vo hot ng kinh doanh mt hng l Th hai, xu bn la khu Ph C H N ki hot ng ny Vi ngun ti liu tng i khan him v thi gian thc hin ti c hn, ti nghin cu khoa hc ny cn rt nhiu hn ch. Tuy nhin vi mong mun c tm ti nghin cu v hot ng bun bn mt hng la Ph C H Ni v tm ra nhng gii php hu ch, c tnh thc tin cho hot ng ny, nhm nghin cu rt mong nhn c s quan tm v ng gp kin ca cc thy c gio v cc bn c th lnh hi v hiu bit su sc hn v lnh vc ny. p nh nc v cc ca hng bun

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Ti liu tham kho


I. Sch 1. Kotler, Philip(1985) Marketing management, Analysis Planning and Control. Canada: Prentice Hall 2. Kotler, Philip (2003) Nhng phng thc sng to, chin thng v khng ch th trng. Vit Nam: NXB H Ch Minh. 3. Naunton, Jon (2002) Head for Business, Oxford University Press, UK. 4. Ray, Nick and Dragicevich, Peter and Louis, Regis (2007) Lonely Planet (9th Ed.). America: Lonely Planet Publication Pty Ltd. 5. Schneider, Susan and Barsoux, Jean Louis (2003) Managing Across Cultures (2nd Ed.). London: Prentice Hall (Finanacial Times). 6. Tp th tc gi i hc Ngoi Thng (2000) Marketing l thuyt . Vit Nam: NXB Gio Dc. 7. Usunier, Jean-Claude and Lee, Julie (2005) Marketing Across Culture (4th Ed.) Europe: Prentice Hall (Financial Times). 8. Shorter Oxford English Dictionary (2002), New York: Oxford University Press. II. Bo v Tp ch Cc bi vit trong Bo Ngi H Ni, Bo Thng Mi, Tp ch Thng Long H Ni ngn nm s 23/2004. III. Websites 1. nh Ngc. La Tn Chu t gic m tm mu n sn din quc t. Retrieved January 17, 2008. From

http://cema.gov.vn/modules.php?mid=9445&name=Content&op=details#ixzz0 LX25b9UA 2. S Hi. Thi ca la. Retrieved July 18, 2009. From http://www.vtc.vn/134038/van-hoa/thoi-cua-lua.htm 3. Cc ngh truyn thng. From

http://www.hanoi2010.org/vi/pagesEditos.asp?IDPAGE=120&sX_Menu_selec tedID=m1_A72C7C5D
http://svnckh.com.vn

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4. C

mt

Ni

qu

la.

Retrieved

August

3,

2008.

From

http://www.xaluan.com/modules.php?name=News&file=article&sid=70942 5. Hi An lm n qua net. Retrieved October 26, 2002. From http://vietbao.vn/Vitinh-Vien-thong/Hoi-An-lam-an-qua-net/10793456/217/ 6. Lch s khu th. From

http://www.hanoi2010.org/vi/pagesEditos.asp?IDPAGE=105&sX_Menu_selec tedID=m1_73B9A081 7. Ph c H Ni. From http://www.cinet.gov.vn/sacmau/phoco/p1.htm#top 8. Ph Hng Gai. From

http://www.hanoi.gov.vn/hanoiwebs1/vn/phoco/group2/group2_3/page2_3_81. htm

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PH LC
PH LC 1. BNG CU HI PHNG DNH CHO KHCH HNG NC NGOI KHI MUA SM TI CC CA HNG LA TI H NI. phc v cho mc ch nghin cu thc trng phn phi mt hng la ti khu Ph c H Ni, nhm sinh vin trung i Hc Ngoa Thng ang tin hnh thm d kin v nh gi ca du khch nc ngoi khi i mua sm ti cc ca hng t la ti khu ph c H Ni. ti ng dng vn ho trong Marketing mix vo vic kinh doanh mt hng t la ph c H Ni trong thi k hi nhp do sinh vin trng i hc Ngoi Thng thc hin rt mong nhn c s hp tc ca qu khch hng. A- Thng tin phng vn 1. Tn: 2. Quc tch: 3. L do ti Vit Nam: 4. Khch hng ti thm nhiu ca hng la ti H Ni cha? 5. Mc ch mua sn phm la (c nhn/ qu tng..) 6. Khch hng ti thm cc ca hng la trn th gii cha? So snh: 7. iu g lm khch hng hi lng nht khi i mua sm ti cc ca hng la khu ph c H Ni? 8. Theo kin c nhn, cc ca hng la ti khu ph c H Ni nn ci thin iu g? B- Cu hi nh gi v cc yu t trong 4P. Xin qu khch vui lng nh du X vo C/ Khng/ Khng kin. kin stt Cu hi C 1 2 3 Cc sn phm a dng v mu m, chng loi? Sn phm cu ca hng c nt c o ring? Sn phm c lm t cht liu la cao cp?
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Khng Khng kin

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4 5 6 7 8 9

Sn phm phn nh vn ha Vit Nam? Gi c ca sn phm hp l? Gi c c nim yt r rng? Vic tho thun gi kh d chu? Cc hnh thc khuyn mi hp dn? Dch v hu mi chu o? sm?

10 a im ca hng thun tin cho vic mua 11 M ca hng c phong cch ring? 12 Cch bi tr thun tin cho vic chn ? 13 Thit k ca ca hng mang nt vn ha Vit Nam? 14 Ngi bn hng c ngoi ng tt? 15 Ngi bn hng c giao tip c ch d chu? 16 Ngi bn hng chuyn nghip trong k nng bn hng? 17 Ngi bn hng th hin c yu t vn ha? XIN CHN THNH CM N S HP TC CA KHCH HNG!

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PH LC 2 BN KHO ST THC TRNG PHN PHI MT HNG LA PH C H NI nng cao hiu qu hot ng phn phi mt hng t la trong thi k hi nhp, cc ca hng ph c H Ni cn hiu tm quan trng v ng dng c vn ho trong Marketing mix vo mi mt ca hot ng phn phi. ti ng dng vn ho trong Marketing mix vo vic phn phi mt hng t la ph c H Ni trong thi k hi nhp do sinh vin trng i hc Ngoi Thng thc hin rt mong nhn c s hp tc ca ca hng anh/ ch. Xin anh/ ch vui lng vit hoc khoanh trn vo cu tr li thch hp 1. i tng khch hng ch yu ca ca 4. Mu m sn phm ca ca hng anh/ ch hng l: a. Ngi Vit Nam b. Ngi nc ngoi 2. Thi im bn hng thun li nht trong nm l: a. Theo ma b. Vo ngy l (ngy nh gio Vit 5. Ca hng anh/ ch dng hnh thc no Nam, ngy Quc t ph n,...) c. Thi im cc s kin quc t c t chc ti H Ni (APEC...) d. Thi im khc (xin nu r) ........................................................... bo gi trong cc hnh thc sau: a. Nim yt gi trc tip trn sn phm b. Gi thay i tu theo tho thun gia ngi bn vi ngi mua c. Khng nim yt trc tip gi ln sn phm 3. L do anh/ ch chn bn mt hng la v cc sn phm t la l: a. y l ngh truyn thng ca gia nh anh/ ch 6. Gi bn cho nhng i tng khch hng khc nhau: a. C s khc bit cho khch trong nc
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sn xut theo: a. Mu ca nh cung cp sn phm b. Ca-ta-l c sn c. Mu ca ngi thit k ring cho ca hng d. Theo mu ca nhng ca hng khc

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b. Mt hng ny em li li nhun cao c. y l mt hng truyn thng ca Vit Nam

v khch nc ngoi b. C s khc bit cho khch nc ngoi n t nhng quc gia khc nhau c. Khng c s khc bit no

7. Ca hng c chp nhn mc c khng? a. C b. Khng 11. Cch trng by ca ca hng anh/ ch tp trung vo yu t no trong cc yu t sau: 8.Ca hng anh/ ch chp nhn nhng phng thc thanh ton bng: a. Tin mt c. Th tn dng d. Chuyn khon a. Trng by th hin c nt truyn thng ca vn ho Vit Nam b. Trng by ph hp vi khch hng nc ngoi. c. Khng quan tm n cch trng by ca hng 9. Ca hng anh /ch la chn nhng hnh thc no sau y trong vic phn phi mt hng la? a. hng b. c. Bn hng trc tuyn Bn thng qua cc dch v du lch 12. K nng bn hng ca anh/ch c c a. o to trc khi tr thnh nhn vin ca ca hng b. o to sau khi tr thnh nhn vin ca ca hng c. Kinh nghim ca bn thn tch lu trong qu trnh bn hng

Bn trc tip ti (h thng) ca do thng qua:

(bn ti khch sn, bn trn tu v.v) d. Hnh thc khc (xin nu r)

10. Ca hng anh /ch qung co cho sn phm nh th no? a. Qua t ri b. Qua sch, bo du lch trong nc c. Qua sch, bo du lch nc ngoi 13. Anh/ ch gii quyt khiu ni ca khch hng sau khi mua hng nh th no? a. i sn phm khc cho khch hng
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d. Qua cc website e. Hnh thc khc (xin nu r)

b. c.

Hng mua ri min i, tr li. Phng thc khc (xin nu r)

CM N S HP TC CA QU CA HNG!

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