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B KHOA HC V CNG NGH BAN QUN L KHU CNG NGH CAO HA LC TRUNG TM O TO (VITEC) PHIU IU TRA Trung tm o to (VITEC)

l mt n v trc thuc Ban Qun l Khu Cng ngh cao Ha Lc, B Khoa hc Cng ngh c chc nng cung ng nhn lc cho Khu Cng ngh cao Ha Lc v cc doanh nghip trong nc v nc ngoi. Hin nay chng ti nhn c rt nhiu yu cu v nhn lc trong nhiu lnh vc. Nu qu v c nguyn vng tm c mt cng vic thch hp, hy hp tc vi chng ti bng cch in vo cc thng tin sau y. I.
1. H

THNG TIN C NHN tn: ..................... ......

2. Ngy

sinh:

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3. Gii

tnh:


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qun: thoi c nh/ di ng:

.
5. in

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6.

Email:
7. Tnh

. trng ch hn lin nhn: lc: ..


8. a

.. . II. NGUYN VNG Kinh doanh Cng ngh thng tin

1. Cng vic mong mun:

K ton Lao ng ph thng


2. V tr mong mun:

Khc (ghi r c th cng vic mong mun).

Nhn vin Trng phng


3. Ni

Trng nhm Khc

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lm vic:

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4. Mc

lng mun khc (tiu

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5. Mong ..

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III.

TRNH VN HA Trng C/ Chuyn Trnh : Gii Kh Ngoi Gii Kh Ngoi Gii Kh Ngoi Gii Kh bng cp, chng H: ngnh:

1. Trnh hc vn:

... Trung bnh ng Trung bnh ng Trung bnh ng Trung bnh ch khc: 3: 2: 1: 2. Trnh ngoi ng: ..

..

... 3. Cc

.. .
IV.

KINH NGHIM V K NNG

1.

Kinh nghim lm vic: Cng V Cng tr/Chc vic Cng V Cng tr/ vic Cng V Cng Cc tr/ vic k Chc c nng Chc c ty c ty ty 1: danh: th: 2: danh: th: 3: danh: th: khc:

... ... ... ... .. ... ... .. ... ..

Trn trng cm n cc kin ng gp ca qu v! Xin vui lng gi phiu iu tra v Phng Cung ng nhn lc Trung tm o to (VITEC), Ta nh trung tm Khi ng, Km 29 i l Thng Long, Huyn Thch Tht, H Ni hoc gi qua Email: lkthanh@vitec.org.vn, hoalh@vitec.org.vn hoc s Fax 04.63269272. Chng ti cam oan cc thng tin qu v cung cp s c bo mt. Ngy.thngnm 20... Ngi lm phiu iu tra Xin cho b con mnh l mt sinh vin ca trng hoa sen ang theo hc ngnh qun l du lch nh hng khch sn hin nay mnh ang c mt s ti liu iu tra v tm l ca khch hng lm n nu bn no tng i du lch trong Chu th nh gip mnh nh Ni H Nm Gii ang Thu cn nhp i mt hc thng l hay bao i lm? ( 1-3T, i hc, Trn i 6T, lm Khc nhiu? ( 3-6T, dung V thank phiu nhiu. : tn: sinh: tnh: ) )

i tour du lch no ca Chu v i trong bao nhiu ngy? ( Thi Lan, Singapore

Hng

Kng,

Khc

Gi khong bao nhiu? ( 100-200USD, 200-400USD, Trn 400USD, khc ) Ch n ung m bn c chn? ( Nh Hng, Khch sn cao cp, qun n bnh dn, khc ) Tour du lch ca bn gm nhng ba n no ?( Ba sng, ba tra, ba ti, ba ph). Mc hi lng ca bn trong chuyn du lch? ( Rt hi lng, kh hi lng, hi lng, khng hi lng, hon ton khng hi lng ).

Cn nhng cu hi ny l nh gi theo cp Sao ( 5 sao cao nht ) Cc Ba nh Khng C Bn Cch Khn b B Thc Cht trang Khu C xng ng vi s phn tin bn b ra lng dao na ( n mn dng B bng n by chuyn du lch ca sng trong nh bn nh gi nh th no v : n hng kh bn gh: tr n s ) : n tr n khng?

Cht Cch Lng Thc Phc Nhn S Quan thi kh Bn Bn n c tm, vin ca nhanh chm nng tng kh khn mn g sc nh hng nhn cc lch p no trong bn vic thc ( ni ca khch s, ng c n n ung mt m bn dng nhn cch nh nhu ni nc n ung thng trang lng tr dng l

ung: ung ung ung : v: ba ) vin cn nhn cu ngoi ? ?

bn c ng gp g v tour du lch ny tng thm v hp dn hay phong ph hn v mn n ?

http://www.scribd.com/phuongt_27/d/55424024-NCKH-Duyen-Ph %C6%B0%C6%A1ng-b%E1%BA%A3n-s%E1%BB%ADa-phi%E1%BA%BFu%C4%91i%E1%BB%81u-tra CHNG 1: TNG QUAN NGHIN CU V MC TIU VPHNG PHP NH GI CC SN PHM DCH V CAKHCH SN DAEWOO H NI 1.1Tnh cp thit ca ti

Cng vi s pht trin du lch, ngnh kinh doanh lu tr khch sn cng ang tng bc pht trin c bit l cc khch sn trung, cao cp. Hin nay, tnh ring trn a bn H Ni c ti 9 khch sn c xp hng nm sao, 6 khch sn xp hng bnsao, 21 khch sn c xp hng ba sao, 94 khch sn xp hng hai sao, 36 khch snmt sao. S xut hin ngy cng nhiu cc c s kinh doanh lu tr ni chung, khchsn ni ring lm cho s cnh tranh gia cc doanh nghip ngy cng gay gt.Mc d ngy nay cnh tranh trn th trng ang c xu hng chuyn dn t cnhtranh bng gi sang cnh tranh bng cht lng cc sn phm dch v. Tuy nhin cnhtranh bng gi lc no cng rt quan trng, lin quan trc tip n kh nng thu htkhch v hiu qu kinh doanh ca cc khch sn.Trong s cc yu t ca marketing mix: sn phm, gi, xc tin, phn phi, conngi, lp chng trnh, to sn phm trn gi, quan h i tc, th gi l yu t duynht to nn doanh thu cho doanh nghip, cn cc yu t khc to nn chi ph. Gi cth thay i rt nhanh chng, trong khi cc yu t khc khng phi d dng thay inhanh c. Gi c mi quan h cht ch vi cc yu t khc ca marketing mix.Gi c xem nh l mt yu t quyt nh n s la chn ca ngi mua, nht l nhng nc ang pht trin c thu nhp bnh qun u ngi thp nh nc ta hinnay. Gi cng l mt cng c ca marketing mix c th b sung gi tr tng trngcho sn phm. Nh vy, gi l mt yu t ng vai tr quan trng i vi s pht trin v nngca o hi u qu ki n h d o a n h c a d o a n h n gh i p . y u t gi t h c s l c n g c c n h t r a n h v t h u h t k h c h m t c c h hi u qu , c c kh c h s n c n x c n h m c t i u v phng php nh gi r rng, ph hp v thay i linh hot theo tng thi k kinhdoanh ca mnh i vi khch sn Daewoo H Ni, vic la chn mc tiu v phng php nhgi cho sn phm dch v cng tr nn cp thit, trong bi cnh ngy cng c nhiu tpon kinh doanh khch sn cao cp xut hin v cnh tranh vi mnh.T n h n g ph n t c h

t r n c t h n h n t h y vi c l a ch n t i ngh i n c u c ngha thit thc c v l lun v thc tin kinh doanh hin nay. 1.2Xc lp v tuyn b vn trong ti m bo s tn ti v tip tc pht trin ca khch sn Daewoo, nng cao tnhcnh tranh ca khch sn vi cc khch sn cng hng khc trn a bn H Ni, bncnh vic nng cao cht lng dch v th doanh nghip cn phi cn nhc, xem xt klng mc tiu nh gi ca mnh, trn c s la chn phng php nh gi phhp.V vy, vn nghin cu ca ti l mc tiu v phng php nh gi cc sn phm dch v, trn c s phn tch cc nhn t nh hng, c bit l mi trng cnhtranh ca khch sn Daewoo H Ni. 1.3Mc tiu nghin cu Mc tiu nghin cu l a ra cc gii php v kin ngh nhm hon thin mctiu v phng php nh gi, nhm nng cao nng lc cnh tranh, ng thi tha mnnhu cu v tng cng thu ht khch n khch sn Daewoo H Ni. 1.4Phm vi nghin cu V ni dung: ti tp trung nghin cu hon thin mc tiu v phng php nhgi mt s dch v c bn v ngoi vi ca khch sn Daewoo H Ni.V a bn: nghin cu c kho st, thc hin trn a bn H Ni v th trngngun ca khch sn ny.V thi gian: d liu kho st c thu thp nm 2009 2010, cc gii php xut p dng cho giai on 2011 2015 1.5 Phng php nghin cu thc hin nghin cu cc vn trong ti, nhm nghin cu s dng phng php nghin cu phn tch, thng k v so snh trn c s thc t kinh doanhca khch sn, s dng cc bng biu, s liu thc t tnh ton phn tch. ng thi thu thp nhng nh gi ca khch hng v gi cc sn phm dch v

ca khch snDa e wo o H N i , nh m ngh i n c u t h c h i n x y d ng p h i u i u t r a v i c c dng cu hi ng v m, nhm thm d kin ca cc khch hng thng xuyn tiudng cc sn phm dch v ca khch sn, phng vn cc nhn vin trong khch sn xc nh mc tiu nh gi cc sn phm dch v ca khch sn. 1.5.1 Phng php thu thp d liu 1.5.1.1 Phng php thu thp d liu s cp a) P h n g p h p p h t p h i u i u t ra cho khch hng khi t i u dng cc s n phm dch v ca khch sn Daewoo: xc nh mu iu tra > lp phiu iu tra v thang im> pht thu phiu iu tra> tng hp im phn tch > kt lun

Mu iu tra: i tng iu tra l 100 khch hng (c khch ni a v khchquc t) ti khch sn Daewoo. Thi gian iu tra t 15 thng 11 n 15 thng 12. Phiu iu tra v thang im: Phiu iu tra bao gm cc cu hi trc nghimv cc cu hi m (Phn ph lc). Phn trc nghim a ra cc phng n theo mc hi lng ca khch gim dn. Pht, thu phiu iu tra: Nhm nghin cu trc tip tin hnh vic pht v thu phiu iu tra. Tng hp cc kin v nh gi: Nhm nghin cu cn c vo cc phng ntr li, cc kin ngh xut ca khch a ra nh gi chung v cc gii php honthin chnh sch gi ca khch sn

b) Phng php pht phng vn cc nh qun tr ca khch sn Daewoo cthc hin thng qua nm bc sau: xc nh mu iu tra> xc nh ni dung cu hi> tin hnh phng vn> tng hp kt qu phng vn> kt lun Nhm nghin cu tin hnh phng vn Ban gim c v cc Trng phngv mt s nhn vin cc b phn: bung phng, bp, bar ca khch sn Daewoo H Ni. 1.5.1.2 Phng php thu thp d liu th cp Thu thp cc n phm v bo co ca khch sn : Gip phn tch, nh gi thctrng kinh doanh ca khch sn, cc nhn t nh hng ti qu trnh xc nh mc tiuv phng php nh gi ca khch sn. C th: - Thng k v s lng phng, loi phng, trang thit b, gi tng loi phng;thng k v cc nh hng, dch v b sung ca khch sn - Bng kt qu kinh doanh ca khch sn 2007 -2010: Thng qua vic so snhi chiu kt qu kinh doanh gia cc nm, nhm xc nh hiu qu kinh doanh caton khch sn, cng nh hiu qu kinh doanh ca tng b phn, vi cc ch tiu nh:Tng doanh thu, doanh thu tng b phn (lu tr, n ung, dch v b sung), t trngd o a n h t h u t ng n gh i p v ; s l a o ng t r c t i p , gi n t i p ; l i n h u n , t s u t l i nhun... 1.5.2 Phng php x l d liu 1.5.2.1 Phng php phn tch, x l d liu s cp Dng phng php thng k, tng hp, so snh phn tch cc d liu s cpthu thp c. S dng phn mm tnh ton Microsoft Excel x l nhng d liuthu thp c 1.5.2.2 Phng php phn tch, x l d liu th cp

Dng cc phng php tng hp, trch dn, i snh, phn tch kinh t x ld liu th cp thu thp c nhm minh chng r hn vic phng vn Ban gimc, cc Trng phng, i ng nhn vin cc b phn v kt qu iu tra khch hng,ng thi minh chng cho nhng kt lun, nh gi v xut v mc tiu v phng php nh gi cc sn phm dch v ca khch sn Daewoo H Ni. 1.6 ngha ca vic nghin cu Vic nghin cu gip cho nhm nghin cu hiu r hn v cc mc tiu kinhdoanh, mc tiu nh gi, cc phng php nh gi ca khch sn, nhn ra nhng uim, hn ch thiu st, a ra cc gii php kh thi v nu ra nhng vn cn tipt c n gh i n c u v m c t i u v ph ng p h p n h gi n h m gp p h n n n g c a o s c cnh tranh, kh nng thu ht khch v hiu qu kinh doanh ca khch sn Daewoo. 1.7Kt cu ti Ni dung chnh ca ti gm 4 chng Chng 1: Tng quan nghin cu v mc tiu v phng php nh gi cc sn phm dch v ca khch sn Daewoo H Ni Chng 2: Mt s l lun c bn v mc tiu v phng php nh gi cc sn phm dch v trong khch sn. Chng 3: nh gi thc trng xc nh mc tiu v phng php nh gi cc sn phm dch v ca khch sn Daewoo H Ni Chng 4: Cc kt lun v xut gii php hon thin mc tiu v phng phpnh gi cc sn phm dch v ca khch sn Daewoo H Ni HNG 2 : MT S L LUN C BN V MC TIU VPHNG PHP NH GI CC SN PHM DCH V TRONGKHCH SN 2.1 Cc khi nim c bn 2.1.1 Khi nim khch sn, kinh doanh khch sn

Theo ngha rng, khch sn l mt ngnh kinh t dch v x hi tng hp, cp n bt k nhm no tham gia vo du lch, gii tr, vn chuyn hoc cung cp ningh qua m, bao gm cc tuyn du ngon bng tu thy, hng khng, ng st, cccng ty cho thu t v cc cng ty l hnhkt hp vi mt s hot ng khc nh:nghin cu khoa hc, cha bnh, cng vvv Nh vy, ta c th a ra khi nim v khch sn nh sau: Khch sn l c s kinh doanh lu tr, cc dch v hot ng nhm mc ch sinh li bng vic cho thucc phng c chun b sn tin nghi cho cc khch hng gh li qua m haythc hin mt k ngh (c th ko di n vi thng nhng ngoi tr vic cho lu trthng xuyn). C s c th bao gm cc dch v phc v n ung, vui chi giitr, cc dch v cn thit khc. Kinh doanh khch sn l loi hnh kinh doanh c c im ton cu, n da trntiu chun, thng l khu vc v quc t, nh s phn hng khch sn theo cp khcnhau ty theo mc cht lng, km theo l khung gi tng ng vi loi hnhdch v cc khch sn c th hng ging nhau.Kinh doanh khch sn l kinh doanh s lu tr v cc dch v lin quan n lutr ca khch hng. Kinh doanh khch sn c mi quan h mt thit vi kinh doanh lhnh, tuy nhin n cng c tnh c lp tng i ca n.Ki n h d o a n h kh c h s n l h nh t h c ki n h do an h t r o n g m t n n c n g n g h i p mang tnh cnh tranh rt cao. Do , vic qun l c ngha quan trng v mang tnhquyt nh n s thnh cng ca doanh nghip.Trong iu kin x hi ngy cng pht trin v mi mt nh hin nay, c bitkhi Vit Nam gia nhp WTO, ngnh kinh doanh khch sn ngy cng pht trin v m rng cng xu th pht trin v nng cao i sng x hi v nhu cu ca con ngi, 6 ng thi mc cnh tranh trong kinh doanh cng ngy cng khc lit v m rng phm vi ton cu.Kinh doanh khch sn c nhng c im ni bt nh sau:1) Kinh

doanh khch sn l mt ngnh kinh doanh c bit mang nhiu tnhcht pha trn c im ca nhiu ngnh khc nhau, hot ng kinh doanh khch snmang tnh cht sn xut kinh doanh dch v, va mang tnh cht vn ha x hi nhtham quan, gii tr, ngh ngi, cha bnh, cng vKi n h do an h kh c h s n n i c h u n g l c n g v i c d i n r a qu a nh n m , t u y n hi n cng ging nh du lch, kinh doanh khch sn cng mang tnh ma v tng i rrt, n gn lin vi nhu cu v phng ca khch sn, ty thuc vo loi hnh khchsn, th trng khch m khch sn hng ti.2) V lnh vc hot ng, hot ng kinh doanh khch sn rt a dng, bao gmcc loi hnh kinh doanh khc nhau, thc hin cc chc nng khc nhau, cn cc kinthc, quan im, phc v khc nhau nhng c cng mt mc ch chung l phc vnghim tc, chu o tha mn tt nht nhu cu khch hng.V bn cht hot ng kinh doanh khch sn c th chia lm ba loi:Th nht , hot ng mang tnh cht dch v, nh: dch v lu tr, dch v vnchuyn, dch v n ung, dch v git l v cc dch v khc nh dch v bo thc,dch v in thoi, dch v nhn tin, dch v thm m,Th hai , hot ng mang tnh cht sn xut, nh: cc hot ng ch bin mnn, ung - Th ba, cc hot ng mang tnh cht thng mi, nh: cc hot ng mua bn hng ha, lu nim, cc sn phm n ungKi n h do an h kh c h s n r t a d ng, ph c t p v v y c n c s p h i h p nh p nhng ca nhng ngi tham gia phc v khch. Cc quyt nh trong khch sn tuykhng phi l nhng quyt nh ln song li c nhiu vn phi gii quyt v din rahng ngy. V vy, vic iu phi v gii quyt cc vn ny sinh tr nn ht scquan trng.3) V mi trng kinh doanh, kinh doanh khch sn lun phi ng u vis cnh tranh cao.

Chnh s cnh tranh gay gt lm cho vic kinh doanh khch snl u n p h i n g u v i v i c l a c h n m c t i u v ph n g p h p n h gi c c s n phm dch v ca mnh. Kinh doanh khch sn khng th lng trc c nhng khkhn trong qun l do khch v nhn vin gy ra, tn ti rt nhiu mi quan h phctp.4) Sn phm dch v ca khch sn c mt s c im nh sau:Khch sn va cung cp cc sn phm vt cht va cung cp cc dch v vhnh. Bn thn sn phm vt cht trong khch sn khng th p ng c nhu cu cadu khch. Trong cc khch sn, c s vt cht ca n v dch v phc v lun c miqu a n h m t t h i t v i n h a u . Do , s n p h m c a kh c h s n l s k t h p c a s n phm vt cht v s tham gia phc v ca nhn vin khch sn. C th:- Sn phm ca khch sn rt a dng, tng hp, c c vt cht v dch v. C phn do khch sn to ra, c phn do ngnh khc to ra nhng do khch sn s dng trc tip phc v v tha mn nhu cu ca khch hng.- Qu trnh sn xut v qu trnh tiu dng sn phm khch sn c thc hinng thi, ti cng mt ch, khch hng trao i trc tip vi nhn vin khch sn. Dovy gi tr cm nhn v vic nh gi chng cng c th khc nhau, n ph thuc rtnhiu vo trnh ca nhn vin, hiu bit v tm l ca khch hng- S n p h m d c h v c a kh c h s n kh n g t h s n xu t r a l u k h o d o t n h song hnh v v hnh ca n, trong khi kh nng cung ng thng c nh v nhu cuca khch hng li bin thin rt nhiu.- Sn phm khch sn bao gm cc hot ng phc v khch din ra trong sutqu trnh t khi nhn c li yu cu ca khch cho n khi khch ri khi khchsn.- L khu phc v trc tip, khch sn phi chu trch nhim v cht lng sn phm dch v vi khch. Mc d c nhng sn phm khng phi do khch sn to ranhng i khi khch khng hi lng vi chng dn n khng hi lng chung i viton b s phc v ca khch sn.Cc c im trn ca kinh doanh khch sn phn no gy tc ng trc tip tivic nh gi cc sn phm dch v ca khch sn, vi mt s mt nh sau:- Tnh a

dng v phc tp trong hot ng kinh doanh s nh hng n vicxc nh ni dung, phm vi cc khon chi ph xc nh gi thnh dch v. S adng ca cc sn phm dch v trong kinh doanh khch sn gy nh hng ti vic 8 tnh gi thnh sn phm dch v khch sn. Mi loi hnh hot ng c cc sn phmkhc nhau, hoc cng mt loi hnh hot ng c nhiu chng loi sn phm. Chnghn, trong ch bin n ung, c nhiu mn n, ung khc nhau; trong kinh doanh phng ng c nhiu loi phng khc nhau (c phng standar, phng deluxe). V vyxc nh gi thnh sn phm gp khng t nhng kh khn.- Tnh thi v trong kinh doanh cng gy nh hng ti vic tnh ton, phn bchi ph m bo cho gi cc sn phm dch v c n nh ph hp vi nhu cu cakhch hng. Nhng c im ca kinh doanh khch sn du lch c nh hng trc tip tivic tnh gi thnh sn phm, v vy cc nh kinh doanh khch sn cn phi hiu mtcch su sc nhng c trng c bn ca hot ng kinh doanh khch sn hch tony cc nghip v kinh t pht sinh trong qu trnh kinh doanh ca mnh. 2.1.2 Khi nim v c im ca gi sn phm dch v trong khch sn. a) Kh i n i m v b n c h t c a gi Trong hc thuyt gi tr ca Cc Mc, mi hng ha l s thng nht bin chngca hai thuc tnh gi tr v gi tr s dng, v hai thuc tnh ny do cc hnh thi cth v tru tng ca lao ng kt tinh trong hng ha v c biu th qua cng thcxc nh c+v+m. Mc ch ca sn xut hng ha l bn nhm kim li, v vyx u t h i n n g l n g gi t r t r a o i v ph t s i nh gi . N h v y , t h e o q u a n i m truyn thng ca kinh t chnh tr th gi c c hiu mt cch rt khi qut l ilng chuyn ha gi tr ca sn phm, l biu hin bng tin ca gi tr. Ngy nay, c th hn, theo ngha rng, c th hiu gi c l tng nhng gi tr mngi tiu dng b ra (trao i) cho s hng li t vic s hu

hoc s dng hngha hoc dch v. Theo ngha hp, gi c c th c hiu l s tin c tnh chohng ha hoc dch v.Trong kinh doanh khch sn, gi c l lng tin m khch du lch phi tr chokhch sn v hng ha, dch v du lch no trn c s chi ph kinh doanh, quan hcung cu v cc yu t khc. b) c im ca gi sn phm dch v trong khch sn Gi sn phm dch v ca khch sn c nhng c im chung nh - Gi cc sn phm dch v trong ngnh kinh doanh khch sn ch c mt khuhnh thnh gi vi mc gi bn trc tip cho khch hng. V trong kinh doanh khchsn qu trnh sn xut v tiu dng din ra ng thi khng phi qua khu trung giannh sn xut hng ha ni chung.- C nhiu loi gi mang tnh cht khc nhau nh: gi sn xut c bn trc tipcho ngi tiu dng, gi dch v trong yu t cung cp l ch yu.- Gi mang tnh cht thi v, thng th cc doanh nghip nh gi cao vo thiim chnh v v nh gi thp vo thi im tri v khuyn khch khch hng tiudng sn phm du lch.- Gi mang tnh cht a phng, quc gia nhng vn m bo tng ng i vigi c quc t v cng mt sn phm dch v phc v khch hng.- C nhiu cn c xc nh gi nh da vo chi ph, da vo khch hng, davo s cnh tranh trn th trng, da vo tnh c o, khc bit ca sn phm dchv. c im ring ca gi tng loi sn phm dch v trong khch sn- Gi phng: + Ch c mt khu hnh thnh gi, gn vi chi ph u t xy dng.+ T y t h e o i tng khch phc v m gi phong ph, mang tnh cht a phng, quc gia hay quc t.+ Gi c tnh thi v r nt, v vy ty theo giai on

trong thi v du lch, khchsn s nh gi phng khc nhau cho ph hp vi mc tiu thu ht khch. - Gi sn phm n ung Gi bn l sn phm n ung ca khch sn mang y c im ca gi bn lhng ha tiu dng.Sn phm n ung c hai loi: t ch v chuyn bn, gi ca mi loi sn phm nyc nhng c im ring:Gi sn phm n ung t ch:+ Ch c mt khu hnh thnh gi gn vi gi tr nguyn liu.+ Gi mang tnh cht a phng v sn phm n ung ca khch sn khng nhng phc v nhu cu ca khch du lch n a phng mun tiu dng sn phm c snca a phng, m cn phc v c nhu cu ca dn c a phng. 10

+ Gi mang tnh thi v, do thi im khch c nhu cu tiu dng sn phm nung v do thi v ca nguyn liu a vo ch bin.Gi bn l hng chuyn bn:+ Doanh thu hng chuyn bn chim t trng ln trong tng doanh thu n ung vn c vai tr quan trng trong vic thc y lu chuyn sn phm n ung.+ Gi b n l h n g c h u y n b n c n c m t p h n ph b p ch i ph t c h c t i u dng v hnh thnh mt phn thu nhp thun ty trong qu trnh . - Gi dch v b sung khc: L n gi quy nh cho tng loi dch v b sung gm cc chi ph sn xut v chi ph phc v.Gi cc sn phm b sung chu s chi phi ca quy lut gi tr v chu s tc ngca mt s nhn t c trng khc nh tnh c trng v gi tr ca ti nguyn du lch,cht lng phc v 2.1.3 Tm quan trng ca gi sn phm dch v trong kinh doanh khch sn

Cng nh tt c cc ngnh khc trong nn kinh t quc dn, ngnh kinh doanhkhch sn sn xut ra nhiu sn phm tha mn nhu cu khch hng, cc sn phmny tn ti di nhiu dng khc nhau, di dng hin vt, hoc dch v. Do vy vicnghin cu mt cch y , su sc cc nhn t nh hng n quyt nh v gi c ngha v cng quan trng: + i vi Nh nc: Gi l c n g c Nh n c qu n l v i u t i t v m n n ki n h t , kh u y n k h c h s n x u t t r o n g n c gp ph n p h n ph i l i t hu nh p qu c d n , g p p h n n nh i sng dn c v hng dn tiu dng. + i vi doanh nghip: - Gi c to ra doanh thu, b p chi ph, hnh thnh li nhun, ng thi gp phn thu hi vn cho doanh nghip.- Gi c l mt trong cc yu t ca marketing mix, do vy n s tham gia vovic nh v v cnh tranh, cng nh thu ht khch hng. + i vi khch hng: - Gi gp phn hng dn, iu chnh nhu cu ca khch hng, ty tng mcgi m ngi tiu dng c th chn cho mnh sn phm ph hp.- Gi nh h n g t r c t i p n t i n l n g t h c t t r on g m i qu an h v i t i n lng danh ngha. Gi c tng, tin lng thc t v tin lng danh ngha u gimv ngc li. + i vi th trng: - Gi c l mt yu t c bn ca th trng, bao gm cung, cu, gi c, n thamgi a v o t h c y q u t r n h l u t h n g, a s n ph m t n i s n xu t t i n g i t i u dng.- Gi c sn phm dch v bin ng theo cc quy lut kinh t trn th trng.Gi c gip cho s iu chnh v tiu dng v iu tit sn xut.- Gi c chi phi li ch ca cc i tng tham gia th trng. 2.2 Mt s l thuyt nghin cu v mc tiu v phng php nh gi 2.2.1 Cc nhn t nh hng n vic nh gi trong kinh doanh khch sn. C rt nhiu nhn t tc ng ti vic nh gi cc sn phm dch v ca mtkhch sn. Sau y l cc nhn t ch yu: a) nh hng ca cc nhn t bn trong ti vic nh gi sn phm dch v cakhch sn . + Cc mc tiu nh gi

Vic nh gi ca khch sn ph thuc vo chin lc sn phm m khch snla chn. Khch sn xc nh cc mc tiu cn t c cng r rng bao nhiu, thvic xc nh gi cho sn phm ca doanh nghip cng d dng by nhiu. + Chin lc marketing mix Cc yu t ca marketing mix l: gi, sn phm, xc tin, phn phi, conngi, lp chng trnh, to sn phm trn gi v quan h i tc. Nh vy, gi ch lm t t r o n g n h n g c n g c m d oa nh n gh i p s d n g t c c c m c t i u c a m n h . Vi c x c nh gi ph i ph h p v i c c y u t c n l i c a ma r k e t i n g mi x . Chng hn, cc khch sn ang s dng nhiu chi nhnh ca mnh v mong mun rngcc chi nhnh ny s qung co cho cc mt hng ca mnh c th a vo gi phn liln hn. Hay trong trng hp mt khch sn thy rng ch yu qu phng ca mnh 12 c tiu th thng qua cc i l bn bun v cc i l bn bun ny lun duy trmc tiu th sn phm cao th khch sn c th gim gi mt cch ng k cho cc i l b n b u n . T h n g t h n g, c c do an h n gh i p t h n g c q u y t n h v g i trc tin. Cc quyt nh v cc cng c khc ca marketing hn hp thng da trnquyt nh v gi m doanh nghip la chn. + Chi ph cho hot ng kinh doanh Nu nh nhu cu th trng quyt nh gi ti a m doanh nghip c th cho bn sn phm ca mnh th chi ph ca doanh nghip li quyt nh mc gi ti thium doanh nghip c th cho bn sn phm dch v. Chi ph kinh doanh khch sn du lch l gi tr ton b nhng hao ph laong x hi cn thit thc hin sn xut v cung ng sn phm dch v khch sn dulch cho khch hng. Chi ph l yu t cu thnh nn gi bn sn phm dch v, nh hng trc tipn nhu cu khch hng, quyt nh trc tip n li nhun ca doanh nghip. Chi phl c s chnh doanh nghip xc nh gi cho sn phm dch v. Vic nh gi chosn phm dch v trc ht phi m bo trang tri cc chi ph v sn xut, phn phiv xc tin bn sn phm. Sau khi m bo trang tri ht cc chi ph, gi cn phi m b o s h o n v n ch o c c nh u t . V v y , c hi p h l t h n h p h n q u a n t r n g trong chin lc gi ca doanh nghip.Hin nay, c rt nhiu doanh nghip quan tm n vic ct gim chi ph. Tuynhin, vic ct gim chi ph cn c thc hin thng qua tng hiu qu (tc l gimchi ph tng i, ch khng phi l gim chi ph tuyt i), nu khng s nh hngn cht lng sn phm dch v. Nhiu doanh nghip do c mc chi ph thp nn cth t mc gi cho sn phm thp, v vy s chim c nhiu th phn. Tuy nhin,khng phi lc no cng nh vy, nhiu khi cc doanh nghip t mc gi cho sn phm tng ng vi gi ca i th cnh tranh, v do vy c kh

nng hon vnnhanh hn.Cc doanh nghip cng cn lu rng, khch hng h khng quan tm ti chi ph sn xut m doanh nghip b ra, h ch quan tm n nhng gi tr m h s nhnc khi tiu dng sn phm dch v. V vy cc doanh nghip cn ht sc lu ticc chi ph ca mnh.

Chi ph ca khch sn bao gm cc dng l chi ph trc tip, chi ph gin tip,chi ph c nh v chi ph bin i .- Chi ph trc tip l nhng chi ph gn lin vi vic sn xut ra mt sn phmno , n c hch ton vo sn phm ny.V d, chi ph nguyn vt liu ch bin mn n trong khch sn .- Chi ph gin tip l nhng khon chi ph c lin quan n nhiu loi sn phmc sn xut ra, chnh v vy n c phn b cho nhiu loi sn phm. V d, chi ph qung co cho nhiu sn phm, dch v. - Ch i p h c n h l n h n g c h i ph kh n g t h ay i t h eo m c s n xu t h a y doanh s bn ca doanh nghip. V d, chi ph tin thu vn phng, chi ph tin lngcho cn b qun l, - Chi ph bin i l nhng khon chi ph thay i theo mc sn xut ra sn phm hay s lng sn phm c bn ra. Tuy nhin, theo tng n v sn phm nli hu nh khng thay i. V d, trong tour du lch trn gi, chi ph tin n, tin thu phng khch sn, tin v vo cal nhng chi ph bin i.- Tng chi ph l s lng chi ph c nh v chi ph bin i cho bt k mcdoanh s nht nh no . Nh qun tr mun ra mt mc gi t nht s trang tric cho tng chi ph kinh doanh mc doanh s nht nh no .Qua s phn tch trn cho thy, nh gi mt cch khn ngoan, ngi kinhdoanh phi bit chi ph thay i nh th no theo cc mc doanh s khc nhau. +

Thm quyn quyt nh v gi trong doanh nghip Nh chng ta bit, gi l yu t duy nht to nn doanh thu, thu nhp v vyvic xc nh gi ng mt vai tr ht sc quan trng. Trong cc doanh nghip nh,thng th ban gim c, thay v b phn marketing hay b phn kinh doanh s xcnh gi cho sn phm. Trong nhng doanh nghip ln theo m hnh tp on th vicxc nh gi c th c thc hin bi b phn chuyn trch ca tp on, hoc cthc hin bi cc nh qun tr cc chi nhnh, cc cng ty con, song phi di s chdn ca ca cc nh qun tr tp on.Trong mt khch sn, vic xy dng k hoch v gi cho sn phm c datrn mc gi trung bnh hng thng v cng sut s dng bung d tnh cho chu kkinh doanh sp ti. K hoch phi c cc nh lnh o cp khu vc, hoc cp tp 14 on ph duyt. Ban gim c v gim c kinh doanh ca khch sn phi c trchnhim t c mc gi bnh qun theo k hoch c xy dng. b) nh hng ca cc nhn t bn ngoi ti vic nh gi sn phm dch vca doanh nghip khch sn. - Nhu cu v co dn ca cu theo gi Nu nh chi ph xc nh mc gii hn di ca gi th th trng cu s cho php xc nh mc gii hn trn ca gi. K c ngi tiu dng cui cng v cc thnhvin trong knh phn phi u tc ng n mc gi ca doanh nghip. Do vy trckhi xc nh gi cc nh kinh doanh khch sn cn hiu r mi quan h gia gi v cui vi mt sn phm c th. Nhng nh hng ca cu ti gi sn phm dch v tp trung ch yu trn ccmt sau: mi quan h gia gi cu,

s co dn ca cu theo gi, cm nhn ca ngitiu dng v gi v gi tr.Trong iu kin th trng bnh thng th cu v gi l hai i lng c miquan h t l nghch vi nhau. iu c ngha l, khi gi sn phm dch v cao thcu thp v ngc li.PQ Hnh 1: ng cu c dc m hnh 1 th nhu cu cho bit s sn phm dch v m khch hng s mua ti cc mcgi khc nhau trong khong mt thi gian xc nh. Nhu cu v cc sn phm dch vca khch sn cng ging nh phn ln nhu cu cc hng ha khc. C ngha l, khigi c tng ln th nhu cu v sn phm dch v s gim xung v ngc li, do th nhu cu c dng nh trn. Chng hn, gi ca mt phng i ca khch sn hng 1l 100$ th khch sn c th cho thu 3 phng, nhng nu khch sn tng gi ln 120$th khch sn ch c th cho thu 2 phng. Vo thi im chnh v, thng xy ra tnh 15

trng ht phng, chy phng, khi c c dch v lu tr, ngh ngi ti khchs n d gi p h n g c t ng l n t h nhu c u c a kh c h v n c t h t n g l n . T r o n g c c trng hp nh vy, ng cu c dc dng.PQ Hnh 2: ng cu c dc dng Tuy nhin nhng ngi lm marketing cng cn hiu rng, ngoi gi c, nhucu cc sn phm dch v cn chu nh hng ca nhiu yu t nh: v tr khch sn,cht lng phc v,Cc nh kinh t h nghin cu c rng, do nh hng ca cc nhn t khng phi l gi, th ng cu dch chuyn nhng khng bin i dng ca n. Chnghn, nu khch sn thc hin cc bin php kch thch tiu th nh: khch hng thu phng hng X t my m n my m s

c min ph dch v bo thc bui sng, b a n s n g qu a s t h c y n hu c u kh c h h n g t n g l n , ng c u s d c h chuyn song song sang phi.PQ Hnh 3: S dch chuyn ca ng cu 16

Nhng ngi lm marketing cn phi hiu r mc cu thay i nh th no ivi s bin ng ca gi. S co dn ca mc cu l phn ng ca mc cu vi mt sn phm khi gi ca n thay i. Nhu cu v cc sn phm dch v ca khch sn va co dn theo gi, va khngco dn theo gi, n ph thuc vo ma v.P PQQ Hnh 4: Cu co dn theo gi Hnh 5: Cu khng co dn theo gi Trong trng hp nhu cu co dn, ch cn mt s gim gi nh no s dnn vic gia tng trong tng doanh thu ca doanh nghip, tuy gi bn ca mt n vsn phm c gim i song nhiu sn phm s c bn hn b p li phn thiu htdo gim gi. Ngc li, trng hp cu khng co dn theo gi th mt s gim gi no s lm cho tng doanh thu gim i, lng sn phm bn ra c tng ln i cht,song khng b p li s thiu ht do gim gi.M t y u t r t qu a n t r n g n h h n g n s co d n c a c u i v i m t s n phm dch v no l s c mt ca nhng sn phm thay th. Trong kinh doanh dulch ni chung, trong kinh doanh khch sn ni ring, c rt t cc sn phm thay thhn so vi cc sn phm hng ha, dch v khc, bi v c tiu chun xp hng cckhch sn (khch sn mt sao, hai sao, bao sao,, nm sao). Cc khch sn nm sao,hng sang vi t s cnh tranh c th t ra mc gi cao, nhm vo cc khch hng ckh nng chi tr cao nh khch cng v m khng s khch s chuyn sang khch snc gi r song cht lng sn phm km hn.Trong bc thang nhu cu ca

con ngi, theo thuyt nhu cu ca Maslow, conngi c nhu cu c tn trng v t khng nh mnh. C nhng ngi la chn cckhch sn cao cp, khng nh c tnh ca mnh. Thng thng, mi con ngi st t ra cho mnh mt vng gi chp nhn c. Trong kinh doanh khch sn, nhnthc v gi ca khch hng c yu t khng hu hnh cao, hay cc sn phm m h 17 cn hiu bit t, thng chu nh hng nhiu ca yu t tm l. Khch hng c quanim nh ng gi cao ng ngha vi cht lng cao, h l tng ha nhng sn phm . iu ny gy nh hng ti vic kinh doanh ca cc khch sn cao cp trongtrng hp khch sn mun ct gim gi cc sn phm dch v thu ht cc khchhng thp hn, gy tm l hoi nghi cho khch hng cao cp. - Gi c cc sn phm dch v ca i th cnh tranh Gi c cc sn phm dch v ca i th cnh tranh gip doanh nghip xc nhkhong gi trung bnh cho cc sn phm dch v ca mnh. Doanh nghip c th sdng nhng hiu bit v gi c v hng ha ca i th cnh tranh lm im xut pht hnh thnh gi ca mnh. Nu sn phm dch v ca doanh nghip tng t vi sn phm dch v ca i th, th doanh nghip c th nh gi bng hoc thp hn gi cai th, m bo cho sn phm dch v tiu th c. Nu cht lng sn phm dchv c a d o a n h n g h i p t h p h n , b u c do an h n gh i p p h i n h gi t h p h n. Do a n h nghip ch c th nh gi cao hn khi sn phm ca doanh nghip c cht lng caohn, c nhng khc bit m sn phm ca i th khng c.Thc cht, cc doanh nghip s dng gi xc nh v tr hng cho bn camnh so vi hng ha ca i th cnh tranh. Trong kinh doanh khch sn, v th cnhtranh ca khch sn cng nh hng ln n vic nh gi, v c rt t doanh nghip c ki n h d o a n h c qu y n . C c kh c h s n n m s ao s ph i nh gi c a o h n c c khch sn bn sao, ba sao khng nh cht lng, ng cp ca mnh.Kinh doanh du lch ni chung, kinh doanh khch sn ni ring, lun trongtrng thi phi cnh tranh gay gt, lc ny mc cu kh co dn vi gi v cc doanhnghip khng rng ng la chn mc gi. Cc doanh nghip cn phi c gngtm ra im khc bit ca sn phm ca mnh lm c s cho vic nh gi, trnh nhngcnh tranh v gi.Tm li khi nh gi sn phm ca mnh, cc doanh nghip kinh doanh khchsn, du lch lun phi t mnh trong th tng quan v cnh tranh iu chnh gi sovi gi ca i th cnh tranh cho hp l m vn t c mc tiu ra. - nh hng ca cc nhn t khc Bn cnh cc yu t: nhu cu, chi ph, cnh tranh, doanh nghip kinh doanhkhch sn khi nh gi cn phi quan tm ti cc yu t:

18 + Cc yu t thuc v sn phm ca doanh nghip: cc doanh nghip c gnglm khc bit sn phm ca mnh vi i th cnh tranh. Trong kinh doanh khch sn,cc khch sn thng to s khc bit cho sn phm ca mnh bng cc thit b, cchtrang tr cc thit b, phong cch phc v S khc bit cng ln, cng d dng nhgi theo tm l khch hng, khch hng sn sng chi tr c c s c o ny.Mt khc, khi sn phm cho bn c gi tr xng ng vi ng tin theo cm nhnca khch hng h s d dng chp nhn hn. Kinh doanh khch sn mang tnh mav nn c th nng gi vo thi k cao im m khng s mt khch v c th h gimnh vo thi im tri v kch thch nhu cu.+ M i s n p h m u c c hu k s ng c a n . C hu k s ng c a s n p h m b a o gm bn giai on: trin khai, tng trng, bo ha, suy thoi. Cc giai on khcnhau ca chu k sng cn c cc chnh sch gi khc nhau. Chng hn, giai on trinkhai doanh nghip c th nh gi thp, nh gi theo phng php cng % li thu ht khch hng tiu dng sn phm. Khi sn phm i vo giai on tng trng,doanh nghip c th nh gi cao, sau c th ct gim gi trn c s ct gim chi ph+ Vic nh gi cc sn phm dch v ca doanh nghip cng cn cn c vocc yu t ca mi trng bn ngoi: mi trng kinh t tng trng, suy thoi haylm pht; li sut, tnh hnh tht nghip; tnh hnh an ninh chnh trcc yu t nynh hng ti chi ph sn xut kinh doanh, doanh s bn ca doanh nghip kinh doanhkhch sn. 2.2.2 Mc tiu nh gi cc sn phm dch v trong kinh doanh khch sn Mt doanh nghip c th theo ui cc mc tiu khc nhau khi nh gi cc sn phm dch v. Nu doanh nghip c phn on th trng, la chn c th trngmc tiu v xy dng chnh sch marketing mix cho tng on th trng th mctiu nh gi c xc nh r rng v gi l thnh phn ca marketing mix. Nh vy,chin lc nh gi phn ln l do cc quyt nh v cch nh v trn th trng. Mtdoanh nghip xc nh cc mc tiu cn t c cng r rng bao nhiu, th vic nhgi cho sn phm ca doanh nghip cng d dng by nhiu. Nhng mc tiu m 19

doanh nghip c th t ra l: m bo tn ti, ti a ha li nhun, tng ti a th phn, dn u th trng v cht lng sn phm. C th: + M c t i u m b o t n t i : M c t i u n y c t l n h n g u khi d oa nh nghip b sc p cnh tranh mnh m, hoc ang gp kh khn trong kinh doanh, nhucu ca khch hng thay

i Lc ny s tn ti ca doanh nghip cn quan trnghn c li nhun. Cc doanh nghip kinh doanh du lch thng phi p dng chinlc h gi sn phm c gng c c nhng ngun thu trang tri chi ph.Trong kinh doanh khch sn, cc i th cnh tranh thng rt hay quan tmn s bin ng v gi trn th trng v h s thng c bin php ng ph ngay linu h cm thy b e da. Kt qu l nhng th trng nh vy th khng nhngcng sut s dng bung gim m c gi bung v li nhun cng gim st.Vic p dng chin lc h gi cn phi c cc khch sn cn nhc k lng,trong tng trng hp c th. Nu nh trn a bn ch c mt hoc hai khch sn thvic h gi c hiu qu ng k. Song, trn mt a bn rng ln, chng hn nh H Ni c ti hng trm khch sn th cc i th cnh tranh li thng dng cc k xomarketing ca mnh ginh khch hng thay v ct gim gi. + Mc tiu ti a ha li nhun : C nhiu doanh nghip t mc gi cao chos n ph m d c h v c a m n h t n g t i a l i n h u n t r c m t . C c do an h n gh i p thng c tnh nhu cu th trng theo gi da trn kt qu phn tch thng k trcy, c tnh chi ph theo lng sn phm bn c. Nu ly mc tiu li nhun trc mt nh gi th doanh nghip kh c thkinh doanh c hiu qu v b qua s tc ng ca cc yu t khc nh cnh tranh vcc bin s cn li ca marketing mix.Trong thc t, c nhiu doanh nghip t gi bn cao hn ht phn ngn cath trng, mi ln i mi sn phm hoc tung sn phm mi ra th trng, doanhnghip c th nh gi cao nht c th trn c s so snh li ch vi cc sn phm thayth. Tuy nhin, phng php ny cng ch nn p dng trong nhng iu kin nhtnh khi m nhu cu hin ti ln, gi thnh n v khi sn xut t khng qu cao + Mc tiu tng ti a th phn: Nhiu doanh nghip mun dn u th trngv th phn. H tin tng rng vi t phn th trng cao nht th mc d vi mc githp h vn thu c li nhun lu di. Mt chui khch sn ln trn th gii khi xm 20 nhp th trng mi t mc gi thp thu ht khch hng. Sau mt thi gian, khi n nh lng khch hng, h tng gi mnh v dng cc cng c marketing khc khng nh v th trong cnh tranh. t c mc tiu ny, cc doanh nghip thng nh gi sn phm dch vca mnh thp hn so vi i th cnh tranh xm nhp th trng. Doanh nghip chc th t c mc tiu ny trong cc iu kin nht nh: th trng rt nhy cmvi gi, chi ph sn xut v phn phi thp, gi thp s khuyn khch cnh tranh thc tv tim n. + Mc tiu dn u th trng v cht lng sn phm: Nhng khch sn caocp, c uy tn thng c mc gi rt cao. H lun t vn cht lng ln hng u,lun cnh tranh bng cht lng sn phm. Ngoi vic u t

cc trang thit b caoc p , h r t qu an t m n n g c ao i n g c h t l ng n h n v i n t c m c ch t lng tuyt ho. Cc doanh nghip h tin tng rng, s c mt b phn khch hngsn sng chi tr hng mc cht lng dch v .Mun t c mc tiu ny, cc daonh nghip phi khng ngng quan tmn u t cho hot ng nghin cu v pht trin (R&D) v cc hot ng kim tra,duy tr v nng cao cht lng.+ Cc mc tiu khc: Ngoi cc mc tiu k trn, mt doanh nghip cng c ths dng gi t c cc mc tiu c bit khc nh: phong ta i th cnh tranh,thu hi vn u t nhanh Mt nh hng c th t mc gi thp ngn cn khngcho i th cnh tranh mi thm nhp vo th trng hoc cng c th t cc mc ginh i th cnh tranh n nh th trng. Mt nh hng khc li c th gim gi to n tng cho sn phm mi v thu ht khch 2.2.3 Cc phng php nh gi sn phm trong kinh doanh khch sn 2.2.3.1 Phng php chung Nu nh cc chi ph sn xut l mc sn nh gi, th nhng cm nhn cangi tiu dng v gi tr ca sn phm l mc gi trn xc nh gi. Doanh nghip phi xc nh gi sao cho nm trong khong gia mc gi ti thiu khng em li linhun cho doanh nghip v mc gi cao khng to ra c nhu cu. Mt doanh nghipcng cn phi quan tm ti gi ca i th cnh tranh. Ngoi ra cn c nhng nhn t 21 bn trong v bn ngoi khc na m doanh nghip cn quan tm khi xc nh gi chosn phm ca doanh nghip. Nh vy, khi la chn phng php nh gi doanh nghip cn nghin cu klng m hnh 3C (cost customer competitor) la chn phng php nh gicho ph hp.Trn c s m hnh 3C, c cc phng php nh gi c bn sau: a) nh gi theo cch cng li vo chi ph y c coi l phng php n gin nht, v cng hay c dng nht xc nh gi cc sn phm dch v.C s c a ph n g ph p n y l , ng i nh g i s c n g t h m v o c h i p h trung bnh cho mt n v sn phm mt mc li nhun d kin trn mt n v sn phm. Gi ca sn phm dch v c th c xc nh theo cng thc sau:Gi d kin = Chi ph n v + Mc li d kin cho mt n vTrong kinh doanh khch sn, du lch ngi ta hay dng phng php ny xc nh gi ung trong khch sn. V d, mt chai bia c gi thnh l 10.000 ,mc li nhun tnh theo gi thnh l 100% tc l 10.000 . Vy gi bn ca chai bia sl 20.000 .M t p h n g ph p t h n g d ng kh c c n g ha y c s d n g x c n h gi trong kinh doanh khch sn l gi thnh chim bao

nhiu phn trm gi bn. V d,khch sn xc nh mc gi cho thc n theo nguyn tc gi thnh chim 40% cagi bn. iu c ngha l nu tng chi ph cho mt sut n l 40.000 , th sut n s c bn vi gi l 100.000 (cha c thu VAT).Ta cng c th nh gi bn d kin da trn mc li d kin trn doanh s bn.V d, chi ph bin i cho mt khch i du lch theo tour trn gi l 160.000 , chi phc nh cgo chuyn i l 3.600.000 , d kin s v bn c l 60 v, khi : Chi ph c nh cho chuyn iChi ph n v = chi ph bin i cho mt khch +S lng khch Chi ph n v = 160.000 + 3.600.000/60 = 220.000 22 Gi theo li nhun mc tiu = 220.000 + 15%*30.000.000/60 = 295.000 60 v l s v doanh nghip d kin s bn c, tuy nhin trong kinh doanhkhch sn, du lch, nhu cu ca khch du lch bin i khn lng, n d dng b thayth bng cc nhu cu khc. Do , xc nh chnh xc s v c kh nng bn c,chng ta c th s dng phng php tnh im ha vn, qua chng ta cng thyc mi quan h gia cc mc gi, s lng bn ra ha vn vi cc mc gi khcnhau. Nu k hiu TC l tng chi ph, FC l tng chi ph c nh, VC l tng chi ph bin i, AVC l chi ph bin i n v, P l gi bn, ta c cng thc tnh im havn nh sau: C h i p h c n h F C Khi lng ha vn = =G i c h i p h b i n i n v P A V C Trong v d trn:Khi lng ha vn = 3.600.000 / (286.000-160.000)= 28.6 v Nh vy nu doanh nghip bn c t 29 v tr nn l bt u c li.Khi lng bn t li nhun mc tiu l khi lng sn phm bn c mcgi d kin no t c li nhun mc tiu, c th c tnh theo cng thc: CFC + mc li nhun mc tiuKhi lng bn t li nhun mc tiu =Gi CFB n v Quay tr li v d trn, vi tng s vn u t l 30.000.000 , ROI = 15%, khi tng li nhun mc tiu l 15%*30.000.000 = 4.500.000 . Khi ta c:3.600.000 + 4.500.000Khi lng bn t li nhun mc tiu = = 64.3 v286.000 160.000 c) nh gi theo gi hin hnh Khi nh gi theo mc gi hin hnh, doanh nghip thng cn c ch yu vogi ca i th cnh tranh v t quan tm hn n chi ph ca doanh nghip v nhu cuca khch hng. Doanh nghip c ba s la chn, hoc l nh gi bng, hoc l caohn hay thp hn gi ca i th cnh tranh. 24

Doanh nghip nh gi thp hn gi cnh tranh, trong trng hp ny mc cu phi co dn theo gi, lc doanh s ca doanh nghip s tng ln trong khi li nhuntrn mt sn phm gim xung. Nu tng cu ca th trng khng co dn, th khi cc doanh nghip cnh tranh cng phi h gi, c th xy ra cnh tranh gi. Th trngkhch sn nc ta trong vi nm qua xy ra hin tng ny, tuy nhin ta khngnn nhm ln cch ny vi vic gim gi, v khi gim gi doanh nghip hiu rt r ccdng chi ph.nh gi cao hn gi cnh tranh, doanh nghip ch ng bn vi gi cao hngi ca i th v s dng s khc bit ha ca sn phm, lm cho khch hng cmthy s hn hn v cht lng. Tuy nhin nu khng cn thn s lm cho khch hngny sinh nhu cu i vi cc sn phm thay th.nh gi cnh tranh, doanh nghip nh gi bn bng hoc gn vi gi ca ith cnh tranh, c th thay i i cht ty theo khu vc a l v cc yu t phi gi ckhc. Phng php ny c s dng kh ph bin, c bit l trong ngn hn. Tuynhin nu nh gi cnh tranh m khng thc y v chi ph v s khc bit casn phm gia cc c s khc nhau th phng php ny c xu hng kh ri ro.d) nh gi theo cm nhn ca khch hng Theo phng php ny, doanh nghip nh gi bn sn phm dch v ca mnhcn c vo cm nhn ca khch hng v gi tr ch khng phi chi ph ca ngi bnl c n c n h gi . Do a n h n gh i p kh n g t u n t he o t r n h t x y d n g k h o c h marketing, thit k sn phm v sau mi xc nh gi. Trc tin, doanh nghip sxc nh mc gi cho sn phm theo s cm nhn v gi tr i vi sn phm cakhch hng. Vic xy dng k hoch marketing, thit k sn phm s phi tnh nmc gi c xy dng.Khi p dng phng php ny, cc doanh nghip cn phi bit c kin cakhch hng v cc sn phm khc nhau ca cc i th cnh tranh. Cc nh nghincu marketing cho rng cng nn thm d kin ca khch hng xem h sn sng trthm cho nhng gi tr c b sung vo sn phm hay khng. xc nh c iun y , n g i t a c t h s d n g p h n g p h p n h i ? ( t r a d e - o f f ). C c nh n vi n nghin cu marketing s iu tra xem khch hng s tr tin thu phng nh th no 25 cho phng c hoc khng c nhng tin nghi nht nh. Nhng thng tin thu c sgip nh qun tr marketing to ra c nhng gi tr cm nhn cao hn mc gi mh s tnh cho sn phm. Nu doanh nghip xc nh mc gi cao hn so vi gi trcm nhn ca khch hng, sn lng tiu th s b nh hng. Tt nhin, nu doanhnghip t mc gi thp cho sn phm, th sn lng tiu th s tt hn, song c thdn n mc thu nhp thp hn. Nh v y, v n t

r a l l m t h n o c n i gi a gi t r c m nh n c a khch hng v mc gi m doanh nghip t ra i vi mt sn phm nht nh m b o v a tha mn c khch hng, va m bo mc thu nhp cho d o a n h nghip.Vic hiu r gi tr cm nhn ca khch du lch gip cho khch sn c th phnon th trng mt cch chnh xc v c mc gi ph hp cho tng on th trng.Trn c s mc gi v cc on th trng xc nh, khch sn xc nh c mcgi p h h p t h u h t kh c h h n g, n g t h i m b o c m c t h u n h p m o n g mun. V d, mt khch sn ba sao xc nh rng khch thng gia sn sng chi tr100 USD cho mt ngy bung. Nu khch sn t mc tiu t 60% cng sut s dng bung v mc gi bnh qun l 90 USD th doanh nghip phi c cc bin php thchhp thu ht c lng khch hng tng ng nh sau k h c h c n c t h u htMc gi bnh qunThng gia(Business)3 0 % 1 0 0 U S D i theo on lin kt(Corporate group)4 0 % 9 0 U S D Khch ni b(Association)5 0 % 8 0 U S D Nu hot ng kinh doanh ca khch sn c tnh ma v th doanh nghip phi tnh ton iu chnh mc gi trong v ngoi ma v cho ph hp. xc nh c mc gi tht chnh xc, cc doanh nghip cn nghin cu kcc c im v hnh vi tiu dng ca khch hng trn cc th trng mc tiu. Cckhch sn hin nay thng chia th trng ca mnh ra lm hai phn on chnh: khch 26 ngh dng v khch i du lch kt hp vi mc ch cng vic. Mi nhm khch hngc s cm nhn khc nhau v gi dch v, v thng thng khch du lch ngh dngs c nhy cm v gi cao hn. e) La chn gi cui cng Cc phng php nh gi trn c mc tiu l thu hp khong gi la chntrong gi cui cng cho sn phm. Khi quyt nh gi cui cng, doanh nghip cn phi xem xt mt s yu t nh:- Yu t tm l trong nh gi ca ngi mua, phn ln ngi mua coi gi l chtiu nh gi cht lng. Khi mua sn phm dch v, ngi mua thng so snh gica n vi sn phm khc tham kho mc gi khi quyt nh.- Khi nh gi cui cng cn phi tnh n nh hng ca cc bin s khc camarketing mix nh: danh ting, nhn hiu ca doanh nghip, mc tiu qung coo i k h c h T l

Gi d tnh phi nht qun vi chnh sch gi ca doanh nghip m bor n g g i b n v a h p l i v i kh c h h n g, n g t h i v n m b o l i n h u n c h o doanh nghip.- Phm vi ca cc bn lin quan nh cc trung gian marketing, cc i th cnhtranh, cc lut l ca chnh ph m bo chc chn rng gi ca doanh nghip l ph hp v hp php. 2.2.3.2 Phng php c th nh gi cc sn phm dch v ca khch sn Sn phm ca kinh doanh khch sn rt a dng v phong ph, vi mi loi sn phm dch v, cc doanh nghip kinh doanh a ra cho mnh phng php nh giring. a) Phng php xc nh gi sn phm n ung Sn phm n ung bao gm hai loi: sn phm t ch v hng chuyn bn, ngvi mi loi c phng php nh gi ring.Sn phm t ch Gi bn = tr gi nguyn liu + mc li gp Trong :Tr gi nguyn liu = tng gi * tng lng nguyn liu 27 Mc li gp = t sut ph + t sut li nhun + t sut thuMc li gp = t l thng s * tr gi nguyn liuT l li gp (Lg) = mc li gp / gi bnT l thng s (H) = mc thng s / tr gi nguyn liu Nh vy: )'100()'100(' g Lg LH = )'100()'100(' H H g L += Hng chuyn bn: Gi bn = gi mua + chit khu hng chuyn bn Trong :Chit khu hng chuyn bn = T l chit khu thng mi + t l ph thu (nuc) PT CKTM GvG ++= Chit khu thng mi = F + L + T (trong khu lu thng)Ph thu = F + L + T (trong khu phc v)T l ph thu = Ph thu / gi bn lT l chit khu = Chit khu / gi bn l )'1('1''' g LGvG PT PT CK L gCB =++=

b) Phng php xc nh gi phng C nhiu phng php tnh gi phng da trn cc c s khc nhau, sau ynhm nghin cu xin a ra mt s phng php: - Phng php gin n Phng php gin n xc nh gi cn c vo gi thnh mt m n g h . Phng php ny ch ph hp vi nhng khch sn mi hot ng, khch sn c nhiuhng phng v quy m nh.Cng thc xc nh gi phng: Gi bn = gi thnh mt m + li + thu 28 Trong :Gi thnh mt m = tng chi ph cho mt m ngh / tng s phngy l phng php xc nh gi tng i chnh xc. Tuy nhin, xc nhtng chi ph cho mt m ngh l rt kh khn, ngoi ra nu p dng phng php ny tnh gi phng, khch sn s khng phn bit c loi phng, hng phng. - Phng php 1/1000 Cc khch sn c loi phng n gin, vn u t ln thng p dng phng php ny tnh gi phng. Cn c xc nh gi ca phng php ny l chi phu t xy dng, v y l chi ph ln nht (chim 60-70% vn u t ca khch sn).Gia chi ph xy dng v chi ph thu phng c mi quan h trc tip vi nhau. Nhqun tr a ra nh mc c u t 1000 vo xy dng khch sn th tnh 1 tin thu phng mi c th thu li nhun cho vic u t.Khi p dng phng php ny xc nh gi phng ca khch sn, s m boc t l thu hi vn u t, hon vn xy dng ca khch sn, tuy nhin phng php ny ch p dng c khi cng sut s dng phng l 100%. Phng php nymc d phn bit c loi phng nhng vn cha phn bit c hng phng.Phng php t y ln Theo phng php ny: Doanh thu d kinGi thu phng trung bnh =Lt phng d kin cho thu Nu trong khch sn c nhiu loi phng cao cp, phng bnh dn xc nhc gi phng cn da vo t l phng. Gi mt m = doanh thu mt m / s phng trong khch sn ( nhnvi h s tng quan ) - Phng php tng quan Phng php ny p dng i vi khch sn c sn phm a dng, gi thnhmt m ng mi loi phng c tnh nh sau:L o i p h n g S m n g H s S m n g T n g c hi ph 29

t h c h i n t n g q u a n t h e o h s T h e o l o i phngC h o m t mIIIIIITrong :S m ng thc hin xc nh theo phng php thng k tc l s m ngk hoch = thng k k trc + d kin k ny Chi ph u t mt phng loi iH s tng quan loi phng i =Tng chi ph u t cc phng loi iS m ngh theo h s = S m ngh k hoch + H s tng quanl o i p h n g i l o i p h n g i l o i p h n g i S m ngh theo h sloi phng iTng chi ph = * tng chi ph l o i p h n g i T n g m n g h t h e o h s c c l o i p h n g cc loi phng Tng chi ph loi phng iChi ph mt m =c h o l o i p h n g i S m n g h k h o c h l o i p h n g i y l phng php phc tp nht nhng khoa hc nht. N m bo b pchi ph v c li nhun cho doanh nghip. c) Phng php xc nh gi dch v khc : # dv G = gi thnh + li + thu2.3 Tng quan tnh hnh khch th nghin cu Vit Nam v th gii v mc tiu vphngphpnhgiccsnphmdchvtrongkhchsnDaewooHNi 30

- Tnh hnh nghin cu trong nc: Mc d vic xc nh c mc tiu v phng php nh gi c ngha rtquan trng i vi s tn ti v pht trin ca cc khch sn. Tuy nhin, cc nghincu v vn ny thc s cha nhiu. Nhm nghin cu c tip cn vi mt s ti c lin quan, nhng hu ht l cc lun vn nghin cu ca sinh vin nh: [1] Nguyn Ngc Anh Hon thin phng php xc nh gi sn phm dchv khch sn ATS (2000).[2] Nguyn Th Hi Hon thin chnh sch gi ti cng ty khch sn du lchKim Lin (2004).[ 3 ] P h m T h N h u n g - H o n t h i n c h n h s c h g i c a k h c h s n H N i Daewoo (2006).[4] Phan Thy Linh Hon thin chnh sch gi ti khch sn H Ni (2006).Cc nghin cu ny cha thc s

i su vo mc tiu v phng php nh gicc sn phm dch v trong khch sn, nhng nghin cu nh gi cn mang tnh chtchung chung, mang tnh l thuyt nhiu hn. - Tnh hnh nghin cu ngoi nc: Vi ti ny, nhm nghin cu ch tip cn c cc nghin cu c lin quann chnh sch gi mang tnh l thuyt trn sch bo. C th:[1] A.M. Sheela - Economics of Hotel ManagementTrong qu trnh nghin cu ti, nhm nghin cu cng tm hiu rt nhiusch bo, website c lin quan nh:- Gio trnh marketing du lch Bi Xun Nhn, HTM 2008- Kinh t chnh tr I, II Mc Lnin NXB Gio dc 1997- Kinh t doanh nghip dch v du lch HTM- Marketing cn bn Philip Kotler - Qun tr nh hng khch sn du lch PTS Nguyn Trng ng- Qun tr kinh doanh khch sn - Nguyn Vn Mnh Hong Th Lan Hng,HKTQD, NXB Lao ng - X hi 2004- http://www.vietnamtourism.com- http://www.camnangdulich.com/khach-san.htmlhttp://www.hotels84.com.vn/ 31 CHNG 3: NH GI THC TRNG XC NH MC TIUV PHNG PHP NH GI CC SN PHM DCH V CAKHCH SN DAEWOO H NI 3.1 Gii thiu chung v khch sn Daewoo - H Ni 3.1.1 Lch s hnh thnh v pht trin ca khch sn Nm 1996, cng vi s chuyn bin v kinh t, chnh tr, vn ha, x hi cat nc, khch sn Daewoo chnh thc i vo hot ng (4/1996) sau gn ba nmkhi cng xy dng (khi cng xy dng thng 12/1993). Khch sn Daewoo cthnh lp do s cng tc gia tp on H Ni Daewoo (70% vn) v cng ty in tHanel H Ni (vi 30% vn) theo giy php hot ng s 628/CP ca Ban hp tcv u t ngy 23/7/1993. S ra i ca khch sn Daewoo l s i u trong viccung cp dch v phng c ln nht thnh ph. Khch sn Daewoo l khch sn 5 saou tin ca thnh ph H Ni. Ng tr ti s 360 Kim M Ba nh H Ni, khch sn Daewoo mang mnt kin trc ca Hn Quc, nhng cng c cht g pha trn ngh thut ng ica Vit Nam. Khch sn bao gm c ba ta nh ln: ta nh khch sn cao 18 tngc xy dng gia, bn phi l ta nh cn h cho thu vi 15 tng v bn tri lta nh vn phng cho thu cng c 15 tng.. V tr ca khch sn kh thun li chovic kinh doanh: nm trung tm ca th , bn cnh cng vin Th L, trong qunt h kh u v c c c kh c h s n c ao c p c a t h , g m c c t r u n g t m v n h a , t h n g 32 mi, ti chnh v ngoi giao ca thnh ph. Khch sn cch sn bay Ni Bi khong 40km xe.Cc yu t thuc mi trng kinh doanh ca khch sn khng ngng c m rng v pht trin theo thi gian. Vn u t ban u ca khch sn tng i ln (177triu USD). Cc c s vt cht k thut ngy cng c trang b hin

i, ng b,thit k theo nhiu kiu dng khc nhau. i ng nhn vin khng ngng c oto, hin nay khch sn c hn 600 nhn vin trnh t trung cp tr ln, c nhng b phn 100% nhn vin c trnh i hc.Hot ng kinh doanh ca khch sn cng khng nm ngoi tm nh hng cacc yu t nh cnh tranh, kinh t, chnh tr, lut php. Khch sn c gng thch nghi,tn dng cc c hi do mi trng kinh doanh mang li.Sau gn 15 nm hot ng, tri qua nhiu bin ng ca tnh hnh kinh t chnhtr nh khng hong ti chnh ton cu, suy thoi kinh t v cnh tranh khc lit songkhch sn Daewoo H Ni vn ng vng trn thng trng. V th ca khch snngy cng c khng nh. Thng 4 nm 1997, khch sn Daewoo tr thnh mttrong 312 khch sn hng u th gii. Nm 1999, khch sn c cp chng ch ISO14 00 1 c h o h t h n g qu n l m i t r n g v v i n h d l k h c h s n u t i n c c p chng ch ny. i vi Tng cc Du Lch Vit Nam, Khch sn Daewoo H Nic cng nhn l mt trong nhng khch sn ln nht Vit Nam. Ngy cng c nhiuc c qu an c h c c p ca o, c c o n kh c h Qu c t n h : T n g t h n g M , T n g t h n g Nga, Th tng Nht Bn, Hong gia Thy in, Thi t Brunei la chn khch snl im dng chn ca h khi n Vit Nam, iu chng t c ng cp hngu ca khch sn. 3.1.2 C cu t chc Nu v khch sn nh mt gung my th c cu t chc trong khch sn ccoi l mch huyt trong gung my . Trong sut thi gian hot ng va qua, khchsn Daewoo c th va lng vi c cu t chc ca mnh. 33 S : C cu t chc Khi qun l: - Ban gim c Ban gim c khch sn gm c: Gim c khch sn v gim c cc b phn. - Phng nhn s ng u l Gim c nhn s, c nhim v trc tip a ra nhng quyt nh vcng tc tuyn dng nh o to v pht trin nhn s, m bo thc hin cc ngha vtrch nhim i vi ngi lao ng. B phn ny mc d khng tip xc trc tip vikhch hng, song h c vai tr quan trng gin tip to ra dch v thng qua nhngnhn vin m h tuyn dng, hn na h gip thng nht mi hot ng ca cc b phn trong khch sn. - B phn Marketing v Sales y l b phn nng ng trong khch sn, ng u l Gim c Marketing. B phn ny c nhim v kinh doanh trong khch sn, do vy h phi nm c tm l

vnhu cu hin ti ca khch hng, d bo nhu cu trong tng lai, h gip hot ngkinh doanh ca khch sn c vn hnh lin tc, gip cho khch sn trnh c cc 34Gim cPhng nhn sPhng Marketing vSalesPhng ti chnhk ton B phnl tnB phn bungv gitlB phnnungv bpPhngvt tB phn bovB phnkthutB phnchothu btngsnB phnkinhdoanhccdch vkhc

nguy c, chp c nhng c hi kinh doanh, h to ra nhng hnh lang vng chc vgip Ban Gim c c nhng quyt nh ng n cho cc bc i tip theo. - B phn ti chnh k ton B phn ny c nhim v ghi chp cc giao dch ti chnh, din gii cc bo co tichnh cho ban qun l theo nh k. Kim sot vic thu tin ca khch hng, ghi chpvo ti khon cho khch, kim sot gi thnh, kim sot ton b chi ph ca doanhnghip, tr lng cho nhn vin. Khi thc hin - B phn l tn i vi khch sn, b phn l tn l b phn quan trng nht, n c coi l bmt ca khch sn, l nhng ngi u tin tip xc vi khch hng, to n tng utin v khch sn cho khch hng. Trong b phn l tn gm c: Gim c l tn, ccnhn vin l tn. B phn l tn thc hin cc chc nng nh: t bung, lm cc thtc ng k khch sn v tr bung, giao tip, gii quyt cc thng tin n v i chokhch, theo di ti khon, xc nh tnh trng n ca khch. - B phn n ung, tic v bp y l b phn c chc nng n tip v phc v nhu cu m thc, ung cakhch nhm to hiu qu kinh doanh. B phn gm c: Gim c b phn n ung, bp trng, gim c nh hng v quy Bar, nhng ngi qun l nh hng, qun l b phn tic, quy Bar, cc nhn vin gim st, cc nhn vin phc v bn, phc v nti bung... Nhn vin trong b phn ny thc hin cc dch v, tip xc trc tip vi khchhng, v vy nhn vin cn p ng cc nhu cu c bn nh: s hiu bit v cc kinthc chung v v ngnh du lch, trnh ngoi ng, th cht - B phn bung B phn bung chu trch nhim t chc lo liu n khch, phc v ni ngh cakhch, qun l vic cho thu bung v qun xuyn qu trnh khch , qua th hintrnh vn minh lch s, truyn thng mn khch ca dn tc.

35 C cu lao ng b phn bung gm c: gim c bung qun l ton b hotng kinh doanh b phn bung; nhm nhn vin phc v bung hng ngy dn b u n g t h e o n g q u y t r nh kho a h c, p h c v c c d c h v ch o k h c h n h u n g, nhn v tr git l; nhm nhn vin v sinh cng cng; nhm nhn vin git l. - Cc b phn khc Ngoi cc b phn trn, trong khch sn cn c cc b phn khc nh:+ B phn bo v: Gip bo v an ton cho khch v nhn vin trong khch sn, bo v c, cc thit b ca khch sn v ca khch.+ B phn k thut: b phn ny c trch nhim duy tr, bo dng cc thit b, c s vt cht k thut trong khch sn.+ B phn cho thu bt ng sn: Chu trch nhim trc nhng hot ng kinhdoanh bt ng sn.+ B phn kinh doanh cc dch v khc: c nhim v kinh doanh cc dch v nhcu lc b sc khe, th dc thm m 3.1.3 Cc sn phm dch v Dch v lu tr y l lnh vc hot ng chnh ca khch sn vi 411 phng t tiu chun quct, trong c 34 phng Suite, 77 phng Club, 66 phng Grand, v 234 phng Deluxe.C th:- Phng Deluxe: c b tr cc tng 3, 4, 5, 6, 7, 8 ca khch sn. Vi din tch34 m2, bao gm mt phng tm lt cm thch, ca s ln, khu tip khch c ghs o f a , b n vi t v i gh b nh v m t Ba r c n h n. T t c c c ph n g u c t m n h n thnh ph hoc trng ra h Th L.- Phng Grand: c b tr cc tng t 6 n tng 13 ca khch sn.- Phng Club: phng Club c b tr cc tng cao ca khch sn (15, 16, 17),din tch l 34 m2, c tt c cc trang b ca phng Deluxe, ngoi ra cn c khu giikht ni hng sng c ba sng buffet, cc gi gim gi t 17h30 ti 19h30, mt khulm vic c nhn vi internet tc cao. 36 - Phng Suite: c cc loi phng Suite nh Deluxe suite, Club suite, Senator suite,vi din tch phng kh rng, tch bit phng tm, phng tip khch to ra khnggian ring t rng ln cho khch mi khi khch hp bn cc thng tin, gii tr. Cc phng u c ca s ln, trng ra h Th L, hoc bao qut ton cnh thnh ph. Cctrang b trong phng rt tin nghi v sang trng. Hnh nh: bung ng ca khch ti khch sn Daewoo Dch v n ung

Khch sn cung cp cc n, thc ung nhm p ng nhng nhu cu c bn cakhch, song n li em n nhng nt m thc c o.Khch sn c 4 nh hng v 2 bar, c mt phng tic ln c sc chc khong 400khch d tic. C th:- La paix: nh hng phc v nhng mn n ngon nht trong khu vc, vi phongcch phc v chn phng. Qu khch c th va thng thc mn n, va ngm nhnkhu vn v h Th L.- Edo: nh hng c nhng mn n Nht ho hng nht- S i l k Ro a d : m t l o t n h n g m n n Tr u n g Ho a t t r u y n t h n g t i h i n i s c phc v hon ho cho thc khch.- Le Gourmet Pelicatessen: nh hng c hng lot nhng bnh m, sandwiches,salad, bnh ngt, s c la v cc loi gourmet, cng nh rt nhiu loi ru nhp.- Tim cafe Promenade: phc v cc ba n vi thc n buffet. Cui tun nhh n g c b a t i B B Q b n b b i t t h s u n ch nht vi nhng mn hi sn 37 thng hng nng trn than hng, qu khch c thng thc cc loi ung v bia thng min ph.- Lake view: ti y qu khch s c thng thc caf v cooktail ng thinhn ngm thnh ph t tng 18 ca khch sn.- Khu gii kht snh Palm Court- mt khu gii kht v nhc sng hng m, vitm nhn bao qut khu vn ca khch sn, trong s phc v c o ca nhng phn Vit Nam trong o di xanh truyn thng. Dch v khc Ngoi hai dch v chnh l bung phng, n ung, khch sn Daewoo cn cung cpcc dch v khc nh: dch v trng tr, dch v thm m, cc trung tm th cht (b b i , s n t e n n i s , p h n g t h h nh ) , c c t hi t b p h c v h i n gh , h i t h o , t r u n g t m thng v, cc thit b cho ngi khuyt tt Nhn chung, cc tin nghi, trang thit b ca khch sn Daewoo kh l sang trng,c kh nng p ng tt nht cc nhu cu ca du khch, xng tm l mt khch sn 5sao. 3.2 Mc tiu nh gi cc sn phm dch v ca khch sn Daewoo H Ni Khi tin hnh bt k mt hot ng no, thi hnh bt k mt chnh sch no ,cc nh kinh doanh u mong mun t c mt mc tiu nht nh. Mc tiu mcc nh kinh doanh mong mun t c khng nht thit lc no cng phi l ti aha li nhun, m n c th l mc tiu tn ti, mc tiu x hi Trong qu trnh nhgi cng vy, h a ra chnh sch gi vi cc mc gi khc nhau, ty thuc vo tngthi k, thi im kinh doanh, i tng khch u mang li cho khch sn mt ktqu c th no , mt mc tiu ngn hn hay di hn m khch sn mong mun tc.Khch sn Daewoo mt trong 312 khch sn sang trng v tin nghi hng uth gii, mt trong nhng khch sn ln nht Vit Nam, khch sn 5 sao u tin Vit Nam. i tng khch m khch sn hng ti l khch Business, ch yu lkhch Nht Bn v Hn Quc tp khch hng tng i kh tnh

v dch v, c yucu i hi cao v cht lng sn phm dch v. Nh vy, duy tr v cng c v th, 38 uy tn ca mnh, khch sn Daewoo ra mc tiu cho mnh c trc mt v lu di l: dn u th trng v cht lng sn phm dch v, v ti a ha li nhun hinhnh.Dn u th trng v cht lng sn phm dch v: Cn phi khng nh li rng: i tng khch m khch sn Daewoo hngti l khch Business, hu ht l khch Nht Bn v Hn Quc. Tp khch ny cc im: h l khch quc t n, v vy yu cu ca h i vi cht lng sn phmdch v cao hn, sn phm dch v thng phi t chun quc t h cm thy cth gin thc s. Nhu cu ca h khng ph thuc vo gi. V d, i vi mt ba n.H n khng n thun ch tha mn nhng nhu cu sinh l c bn ca c nhn, mn cn mang tnh cht thng thc nhng phong cch m thc mi l, thng thcnhng mn n c sn ca H Ni, ca Vit Nam v ca mt s quc gia khc. Chnhv vy cht lng sn phm dch v l iu kin cn thit, quan trng khch snkhng nh thng hiu ca mnh. - Ti a ha li nhun hin hnh: Cng vi mc tiu dn u th trng v cht lng sn phm dch v, khchsn Daewoo la chn cho mnh mc tiu ti a ha li nhun hin hnh. y l mctiu m hu ht cc doanh nghip mong mun t c. Mc tiu ny hon ton phhp vi mi quan h gi c - cht lng. Nhn chung vi hai mc tiu l: dn u th trng v cht lng sn phm dchv, ti a ha li nhun hin hnh, doanh nghip s nh gi cao cho sn phm dch vca mnh. Khch hng thng c tm l nh ng gia gi c v cht lng Tinno ca ny, iu ny c ngha l cht lng sn phm cng cao th chi ph khchh n g b r a c n g l n. Kh i t i u d n g c c s n p h m d ch v c gi c t ng i c ao , khch hng c cm gic c an ton trong qu trnh s dng. Cht lng tt, gi sc ao , g i c a o d o a n h n g h i p c t h b p c hi ph , ma n g l i l i n hu n mo n g mu n , doanh nghip c th ci thin h thng c s vt cht, nng cao cht lng phc v p n g t t h n n h u c u kh c h h n g, kh n g n h c v t r c a m n h t r n t h n g trng.V d, dch v lu tr, gi c dao ng t 280 USD n 4800 USD, y l mcgi tng i cao so vi cc khch sn cng hng khc, cho thy nhng n lc cakhch sn t c mc tiu ca mnh.Hin nay, cng sut s dng phng ca khch sn cn thp, ng sau Horison, Nikko, v Hilton, song t c mc tiu ti a ha li nhun, khch sn Daewoo y mnh m rng th phn vo khch du lch ni a p ng nhu cu ang tngcao ca khch, qua gp phn ti a ha li nhun. 39

3.3 Phng php nh gi cc sn phm dch v ca khch sn Daewoo 3.3.1 Phng php nh gi phng Khch sn Daewoo c 411 phng, trong c 34 phng Suite, 77 p h n g Club,66 phng Grand, 234 phng Deluxe. Vi nhiu loi phng, hng phng nh vykh c h s n c h n ph ng ph p nh gi ph n g ch o m n h: Phng php nh gitng quan . n v : USD Bng1 : Xc nh gi cc loi phng 40

Trong bng trn: S m ng KH = S phng loi i * cng sutS m ng h s = S m ng KH * h s tng quanH s tng quan = Chi ph mi loi phng/ Tng chi ph cc loi phngChi ph mt m cho mi loi phng = Tng chi ph cho mi loi phng itheo KH / S m ng KH mi loi phng i S t t L o i p h n g S lng phngCngsutSmng khochH s tngquanS m n g t h e o h sTng chi phM i l o i phngC h o m t m1 R o y a l S u i t e 1 7 0 0 . 7 0 . 3 3 4 1 0 . 2 3 3 8 7 2 7 1 1 . 7 3 3 8 7 3 . 9 2 P r e s i d e n t i a l S u i t e 1 7 2 0 . 7 2 0 . 2 6 7 3 0 . 1 9 2 4 5 6 2 0 8 3 . 3 0 4 1 6 2 8 9 3 . 4 7 8 3 A m b a s s a d o r S u i t e 1 7 5 0 . 7 5 0 . 1 4 3 2 0 . 1 0 7 4 1 2 2 0 . 2 5 1 6 2 7 4 S e n a t o r S u i t e 2 7 3 1 . 4 6 0 . 0 9 5 5 0 . 1 3 9 4 3 1 7 5 8 . 3 4 8 0 8 1 2 0 4 . 3 4 8 5 C l u b S u i t e 1 2 8 2 9 . 8 4 0 . 0 4 5 3 0 . 4 4 5 7 5 4 9 4 9 . 4 9 0 4 8 5 0 2 . 9 9 7 6 C l u b S u i t e N o n Smoking3 8 3 2 . 4 9 0 . 0 4 5 5 0 . 1 1 3 3 1 2 5 2 . 4 6 2 5 3

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1 0 8 5 8 . 5 0 . . 2 9 3 2 5 2 9 0 3 4 1 . 3 0 4 8 D e l e S u i t e N o n . 4 0 . 0 3 4 6 0 4 1 1 6 0 . 4 3 3 3 0 4 9 C l u b R 8 8 4 6 . 6 4 0 . 4 . 2 7 8 1 1 1 9 3 . 3 9 . 9 9 7 1 0 C l u b R o o m N o n Smoking2 4 8 7 2 0 . 8 8 0 . 5 0 0 9 1 0 . 4 5 8 8 5 0 1 1 . 1 3 7 3 6 2 3 9 . 9 9 7 1 1 G r a n d D e l u x e Room4 0 9 1 3 6 . 4 0 . 4 9 7 6 1 8 . 1 1 2 6 7 2 8 0 2 0 0 1 2 G r a n d D e l u x e R o o m N o n Smoking2 6 8 9 2 3 . 1 4 0 . 5 0 2 4 1 1 . 6 2 5 5 4 6 2 8 2 0 0 1 3 D e l u x e R o o m 1 7 0 9 3 1 5 8 . 1 0 . 4 9 5 8 7 8 . 3 8 5 9 8 2 7 3 2 8 . 2 1 7 4 1 7 2 . 8 5 4 1 4 D e l u x e R o o m N o n Smoking6 4 9 5 6 0 . 8 0 . 5 0 4 2 2 9 . 6 8 7 3 1 0 5 0 9 . 5 2 3 2 1 7 2 . 8 5 4 1 5 T n g 4 1 1 1 7 4 . 8 7 9 8 8 3 9 8 7 . 4 4 0 8 9 41 S m ngh theo h s loi phng i * tng chi ph Tng chi ph = mi loi phngS m ngh theo h s cc loi phng Cc khon chi ph cho mi loi phng ca khch sn bao gm:- Ch i p h v t t : ch i p h n g u y n l i u , c h i p h n h i n l i u , c hi p h c n g c l ao ng.- Chi ph tin lng cho nhn vin- Chi ph bo him lao ng, BHYT, kinh ph cng on- Chi ph khu hao ti sn c nh- Chi ph dch v mua ngoi: chi ph in, chi ph nc, chi ph hoa hng, chi ph qung co, chi ph sa cha ti sn c nh, chi ph

cho cc dch v mua ngoikhc.- Chi ph bng tin khc: chi ph o to nhn vin, chi ph bo h lao ng, chin ca, chi ph tip tnTrn c s gi thnh, khch sn xc nh gi bn cho mi loi phng nh sau: Bng2:Gi bn sn phm lu tr cho du khch n khch sn n v :USD S t t L o i p h n g L i G i t h n h G i b n V A T (10 %)Ph dch v(5%)Gibn 1 Royal Suite 300.01 3873.9 4 1 7 3 . 9 1 4 1 7 . 3 9 1 2 0 8 . 6 9 5 5 4 8 0 0 2 Presidential Suite 150 2893.478 3043.4783 0 4 . 3 4 7 8 1 5 2 . 1 7 3 9 3 5 0 0 3 Ambassador Suite 112.13 1627 1 7 3 9 . 1 3 1 7 3 . 9 1 3 8 6 . 9 5 6 5 2 0 0 0 4 Senator Suite 100 1204.348 1 3 0 4 . 3 4 1 3 0 . 4 3 4 8 6 5 . 2 1 7 4 1 5 0 0 42

85 Club Suite 62.22 502.997 . 5 2 1 5 0 6 Deluxe Suite

4 3 9 1 . 3 0 4 3 9 . 5 6 5 2 4 5 0 7 Club Room 4 6 . 9 6 2 3 9 . 9 9 7 2 8 6 . 9 5 7 2 8 . 6 9 5 7 1 4 . 3 4 7 8 5 3 3 0 8 Grand Room 4 3 . 4 7 8 2 0 0 2 4 3 . 4 7 8 2 4 . 3 4 7 8 1 2 . 1 7 3 9 2 8 0 9 Deluxe Room 3 5 . 8 4 2 1 7 2 . 8 5 4 2 0 8 . 6 9 6 2 0 . 8 6 9 6 1 0 . 4 3 4 8 2 4 0 Tuy nhin, doanh nghip cng s dng chnh sch gi phn bit cho cc dukhch c quc tch khc nhau. Bng3: Gi bn sn phm lu tr cho khch theo quc tch n v : USD L o i p h n g K h c h n c n g o i K h c h t r o n g n c R o y a l S u i t e 4 8 0 0 P r e s i d e n t i a l S u i t e 3 5 0 0 A m b a s s a d o r S u i t e 2 0 0 0 2 0 0 0 S e n a t o r S u i t e 1 5 0 0 C l u b S u i t e 6 5 0 6 3 0 D e l u x e S u i t e 4 5 0 4 0 0 C l u b R o o m 3 3 0 3 0 0 G r a n d D e l u x e R o o m 2 8 0 2 6 5 . 5 5 D e l u x e R o o m 2 4 0 2 0 0 3.3.2 Phng php nh gi sn phm n ung Vi c n h gi c c s n p h m n u ng c n c v o t h c n m n n m k h c h hng yu cu. Ty loi thc n (thc n , hay thc n u), ty vo s lng mnn, ung ca mi thc n m khch hng phi chi tr cc mc tin khc nhau. Mi ba n, mi thc khch phi tr t 30 USD n 45 USD.

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7. C a n h b o n g b n g P o u l e t s a u t e M a r y l a n d 8 . C m t m E s c a l o p e d e p o r c p a n n 9 . H o a q u O e u f s b r o u i l l e s B a l z a c 1 0 . C c l o i b i a , r u , n c n g t B e u r r e 1 1 . P a i n 1 2 . F r o m a g e 1 3 . G t e a u m o k a 1 4 . C a f o u t h Khch sn xc nh chi ph trung bnh cho mt ba n, cho mt thc khch trnc s mc li nhun d kin m khch sn mong i, sc cha, thi lng m catrong tun, trong nm, s vng quay ch ngi.

Tng doanh thu trong nmChi ph TB/ba n/khch =Ch ngi*lt khch/ngy*s ngy m ca/nm i vi sn phm t ch ca khch sn Daewoo, c cu gi ca n gm c hai b phn l tr gi nguyn liu v mc li gp. = Qi PiQ Trong :Q: tr gi nguyn liuPi: gi tr nguyn liu a vo ch binQi: s lng nguyn liu a vo ch bin sn phm iTr gi nguyn liu c xc nh trn c s lng nguyn liu a vo ch bin v n gi bn l. Tr gi nguyn liu i khi n khng c nh, m bin i tythuc vo s bin i nhu cu ca khch hng, vo gi nguyn liu trn th trng.Mc li gp gm c chi ph n ung v li nhun. Bng5: Gi mt s mn n ti khch sn Daewoo n v: ngM n n G i t r n g u y n C h i p h n L i n h u n G i b n 44

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n g non5 . 0 0 0 1 . 0 0 0 2 . 0 0 0 8 . 0 0 0 B l c l c 7 5 . 0 0 0 1 0 . 0 0 0 3 0 . 0 0 0 1 1 5 . 0 0 0 J a m b o n 1 5 0 . 0 0 0 5 0 . 0 0 0 8 0 . 0 0 0 2 8 0 . 0 0 0 P a i n 3 . 0 0 0 1 . 0 0 0 1 . 5 0 0 5 . 5 0 0 B e u r r e 6 . 0 0 0 2 . 0 0 0 2 . 0 0 0 1 0 . 0 0 0 3.3.3 Phng php nh gi hng chuyn bn v dch v b sung a) Gi bn hng chuyn bn: Trong khch sn Daewoo, gi bn hng chuyn bn l gi bn l cho nn khucui cng hnh thnh chit khu thng mi trong c cu bao gm: chi

i g

ph lu thngv li (bao gm c ph thu).Ti khch sn Daewoo, gi bn hng chuyn bn c xc nh theo cng thc: Gi bn = Li gp + gi vn , trn c s cn c vo mt s yu t nh:- Cn c vo gi mua cc loi hng ha- Cn c vo gi c trn th trng v mt hng mua sn.i vi cc mt hng chuyn bn ti khch sn Daewoo. Mc li gp c xcnh tng i ln, iu ny hon ton d hiu bi i tng khch hng m khchsn hng ti l khch Business, h c kh nng chi tr cao, c nhu cu hi hp, tmkim cc mi quan h Bng6: Gi mt s mt hng chuyn bn khch sn Daewoo n v: ng S t t M t h n g n v G i v n L i g p G i b n 1 B i a H N i L o n 8 . 3 0 0 2 R u C H I V A S 1 2 YEARSC h a i 4 3 0 . 0 0 0 7 7 0 . 0 0 0 1 . 2 0 0 . 0 0 0 3 R u J o h n n i e Walker Black LabeC h a i 3 5 0 . 0 0 0 2 5 0 . 0 0 0 6 5 0 . 0 0 0 4 R u J o h n n i e Walker Red LabelC h a i 1 9 0 . 0 0 0 4 6 0 . 0 0 0 6 5 0 . 0 0 0 45

5 H E N N E S S Y X O C h a i 2 . 0 0 . 0 0 0 2 . 0 0 0 . 0 0 0 4 . 5 0 . 0 0 0 6 H e n n e s s y V S O P 1 . 5 LitreC h a i 1 . 0 0 . 0 0 0 2 . 5 0 0 . 0 0 0 4 . 0 0 0 . 0 0 0 R u V o d k a Smirnoff C h a i 3 0 . 0 0 0 4 2 0 . 0 0 0 5 5 0 0 0 0 8 R u C H I V A S 3 8 YEARSC h a i 2 . 0 0 0 . 0 0 0 9 . 7 0 0 . 0 0 0 2 1 . 7 0 0 . 0 0 9 R u C h i v a s 2 1 yearsC h a i 1 . 1 0 . 0 0 0 1 . 5 0 0 . 0 0 0 2 . 6 0 0 . 0 0 0 b) Gi bn cc dch v b sung

5 0 5 7 1 . 1 0 0

Vic cung cp cc dch v b sung ngy cng c ch trng, nhm nng caocht lng phc v khch hng, p ng nhu cu ngy cng cao ca khch. Gi bncc dch v b sung trong khch sn Daewoo c xc nh theo cng thc: Gi dch v = gi thnh + li nhun + VAT Gi dch v b sung cn c vo s lng yu cu ca khch, chi ph m khchs n p h i b r a c c d ch v cu n g c p ch o kh c h. T r o n g m t s t r n g h p , khch c s dng min ph mt s dch v b sung: Ti tim caf Promenade vodp cui tun ngoi vic thng thc nhng mn hi sn thng hng, khch cn cthng thc nhng loi ung v bia thng min ph trong khng kh chan ha canhng chng trnh nhc sngV mc tiu ca doanh nghip l dn u th trng v cht lng sn phmdch v, ti a ha li nhun hin hnh, nn doanh nghip nh gi cao cho sn phmdch v ca mnh. trnh vic nh gi qu cao, hoc qu thp so vi kh nng chpnhn c ca khch hng, trnh sai st trong vic nh gi gy nh hng ti doanht hu v l i n h u n c a kh c h s n , kh c h s n c n l u t m t i m t s y u t n h : s n phm y l yu t quan trng nht (phi d bo trc c nhu cu khch hng, 46

kh c h Bu s i n e s s c n h u c u t m ki m c c m i qu an h ); c u t h t r n g ( t c h u n h hng ca gi, kh nng thanh ton cao); i th cnh tranhC n g c n l u r n g , m c gi m d o a n h ngh i p nh ch o s n p h m d ch v , khng phi l gi nim yt, ty theo tnh hnh th trng, ma v kinh doanh, cc dpl, s kin ln m doanh nghip c cc chnh sch iu chnh gi, thay i gi thuht khch hng. Chng hn, vo thi im tri v (ma v kinh doanh ca khch snDaewoo vo khong t thng 9 nm nay n ht thng t nm sau) khch sn chitkhu t 5% - 10% cho on khch ng, khch hng thanh ton ngay, nh gi phn bit theo quc tch CHNG 4 : CC KT LUN, XUT GII PHP HONTHIN MC TIU V PHNG PHP NH GI CC SNPHM DCH V CA KHCH SN DEAWOO H NI 4.1. Cc kt lun v pht hin qua nghin cu v mc tiu v phng php xcnh gi cc sn phm dch v ca khch sn Deawoo - H Ni Da trn nhng kt qu nghin cu c v mc tiu v phng php nh gica khch sn Daewoo - H Ni, nhm nghin cu chng ti rt ra mt s nhn xtsau:Mc tiu m khch sn t ra ngy cng chng t c v th v uy tn cakhch sn. l nhng mc tiu hon ton ph hp vi iu kin kinh doanh hin tica khch sn.V phng php nh gi: Khch sn vn dng mt cch

linh hot cc quynh trong vic xc nh gi, m bo tnh thng nht trong vic ch o cng tc caton ngnh v ph hp vi iu kin c th ca khch sn. 47 i vi tng loi dch v, khch sn c cc phng php nh gi ring, phhp vi c im ca sn phm dch v . V nhng nt chung nh gi thnh, li, gi b n kh c h s n c c c h x c nh r t r r n g, t o i u ki n x c n h k t q u ki n h doanh ca tng b phn hot ng trong khch sn, ph hp vi iu kin kinh doanhhin nay.Phng php nh gi m khch sn p dng nh gi phng l mt phng php khoa hc nht, v n gip khch sn phn bit c loi phng, hng phng, ncn c vo mc chi ph m doanh nghip b ra nn m bo thu hi vn v mangli li nhun cho khch sn. Phng php nh gi cc sn phm n ung, dch v bdung kh n gin d xc nh.Mc gi m khch sn a ra cho cc sn phm dch v ph hp vi mc tiuca khch sn. Mc gi khng phi l mc gi nim yt, n linh hot, bin ng tythuc vo tnh hnh th trng, tnh hnh kinh doanh ca khch sn nn m bo duyt r h o t n g ki n h d o an h t h n g xu y n c a kh c h s n. P h n g p h p n h gi m doanh nghip p dng cng gip phn bit c cc i tng khch khc nhau, ngycng hp dn cc du khch n vi khch sn. Trong nhng nm gn y, kt qu kinhdoanh ca khch sn lin tc tng ln phn no khng nh s ng n trong vicxc nh mc tiu v phng php nh gi ca mnh. Bng 7 : Kt qu kinh doanh ca khch sn Daewoo H Nin v : USD 2 0 0 7 2 0 0 8 2 0 0 9 2 0 1 0 Tng doa t h u U S D 2 . 0 2 3 , 6 D o a n h 1 0 , 5 9 5 , 9 2 . 9 6 T % . 0 n 5 4 n h 1 5 , 4 5 2 , 3 2 2 . 0 1 9 , 1 2 5 , 2 1 7 1 , 1 1 7 . 8 2 9 , 2 9 7 , 5 4 8 . 0 2 t h u l u t r U S D 8 , 2 0 9 , 7 1 9 . 0 8 7 . 0 1 3 , 6 7 5 , 8 5 6 . 7 1 7 , 6 5 0 , 9 3 t r n g 3 . 1 5 5 5 7 . 8 6 2 4 D o a n h t h u S D 5 , 6 2 6 , 9 0 2 . 0 6 , 4 6 1 , 8 0 5 . , 5 8 8 . 4 8 , 5 2 1 , 6 3 3 . 2 9 T trng 6 . 4 3 3 3 1 . 3 2

. u n g U 0 7 , 4 2 0 % 3 . 8

9 . 0 9 D o a n h t h u D V B S U S D 1 , 6 1 5 , 1 0 1 . 0 2 , 0 6 7 , 4 2 0 . 0 2 , 6 4 6 , 4 1 3 . 7 3 , 3 8 7 , 5 5 8 . 2 2 T t r n g % 1 0 . 5 1 0 . 7 1 0 . 9 1 1 . 2 0 T n g s l a o n g N g i 6 0 0 . 0 6 1 5 . 0 6 3 0 . 4 6 4 6 . 1 3 T r c t i p N g i 4 5 1 . 0 4 6 4 . 0 4 7 7 . 4 4 9 1 . 1 3 G i n t i p N g i 1 4 9 . 0 1 5 1 . 0 1 5 3 . 0 1 5 5 . 0 8 L i n h u n s a u t h u U S D 3 , 5 3 4 , 5 9 9 . 0 4 , 6 5 0 , 4 2 5 . 0 6 , 1 1 8 , 5 0 2 . 5 8 , 0 5 0 , 0 3 2 . 5 0 T s u t l i n h u n % 2 2 . 9 2 4 . 3 2 5 . 9 2 7 . 5 0 48 Tuy nhin, bn cnh nhng u im , vn cn c mt s hn ch sau:Kh c h s n n h gi t r n c s c h i p h v l i , nh n g p n g nhu c u c a khch hng tt hn th khi xc nh gi khch sn cn quan tm ti i th cnh tranhca mnh, quan tm ti kin khch hng hn na. Mc gi m khch sn a ra caohn so vi cc khch sn cng hng khc mc d v c s vt cht, tin nghi phngca khch sn mt s khch hng nh gi l cha tin nghi lm.Phng php nh gi m khch sn s dng nh gi phng mc d rt khoah c nh n g n l i l ph n g ph p p h c t p n h t . Kh n g ph i l c n o do an h n gh i p cng xc nh c chnh xc cc khoon chi ph cho tng loi phng. N cng gykh khn cho khch sn khi tnh gi v mi loi phng, hng phng c chi ph, cngsut s dng phng, h s tng quan khc nhau. 4.2 . xut gii php nhm hon thin vic xc nh mc tiu v phng phpnh gi cc sn phm dch v ca khch sn Deawoo Xu hng pht trin ca ngnh Du lch trong nhng nm gn y ngy cngcao, do nhu cu di du lch, thm quan ti H Ni cng ngy cng cao, theo bng d bo khch du lch n H Ni cho n nm 2020 th lung khch quc t, ni a tnggn gp i; t Khch sn s c mt ngun khch du lch ln. Bn cnh l

s pht trin kinh t, chnh tr em li cho khch sn mt c hi kinh doanh ln bi stng ln ca s on khch cng v, Business. Bng8: D bo khch du lch n H Ni cho n nm 2020 49

c t h b i n n h n g c h i t r n t h nh ngu n l i nhu n c ho kh c h s n, t h khch sn cn phi n lc nng cao cht lng sn phm v a ra nhng chnh schchin lc pht trin hp l. 4.2.1 Gii php hon thin mc tiu nh gi sn phm dch v Vic hon thin mc tiu nh gi c vai tr rt quan trng i vi hot ngkinh doanh ca khch sn. Nh trnh by phn 3, hai mc tiu nh gi ca khchsn l dn u v cht lng sn phm v ti a ho li nhun hin hnh. Khch sn svn c th p dng hai mc tiu ny trong thi gian tip theo, tuy nhin cn c nhng bin php nng cao hn na cht lng, doanh thu ca khch sn. a) Mc tiu dn u v cht lng sn phm: Trong th trng cnh tranh gay gt ngy nay, yu t cht lng l yu t thencht quyt nh sc thu ht, hp dn ca khch sn i vi khch hng. dn uv cht lng sn phm ca khch sn, Deawoo cn phi xem xt k lng tng yut u vo, nh gi cht lng v c nhng bin php lm tt hn na nhng yut .+ V c s vt cht k thut v c s h tng:Thng xuyn kim tra, tu sa kp thi nhng cng trnh kin trc, c bit lnhng cng trnh ngoi tri: b bi, vn hoa, tiu cnh Bn cnh , khch sn phi lun cp nht nhng trang thit b hin i v ph hp vi bi cnh ca khch sn c th p ng tt nht cho ngi tiu dng sn phm dch v.+ V cht lng dch v : N q u m K c h t c K h h d c u h l d c u h

h c 1 . 2 . 0 0 0 . 4 . 0 .

khchdu sngy 0 0 0 3 0 , . . 4 4

lchhngngy khchS 2 0 0 , 1 0 0 0 0 5 1 0 0 1 . 2 3 0 3 3

VitNamS 6 0 0 0 0 0 0 0 . 0 0 . 0 0 0 . 0 2 0 4

k h c h N g y lutrTng 0 0 0 0 5 0 0 2 4 . 0 3 0 . 0 3 , 3 5 0 . 0 0 , 1 8 1 1 0 50 0 . 6 0 0 0 . . . 0 0 5 0 0 8 4

k h c h N g y lutrT n g

s ngy khch

Yu t ch yu quyt nh n cht lng phc v chnh l con ngi. Do nng cao cht lng phc v khch sn cn phi tuyn chn, o to bi dngmt i ng phc v vi nhng quy chun quc t; c nhng ch i ng hp l gi chn v thu ht nhn lc c trnh chuyn mn; m nhng lp nng cao trnh ,hi thi tay ngh nhn vin hc hi giao lu, gip nhn vin cm thy h cng ctm quan trng vi khch sn t tch cc ng gp hn. Cng vi , khch sncn c nhng trang thit b hin i h tr i ng nhn vin trong khi tc nghip.Bn cnh nhng n lc ca khch sn nng cao cht lng sn phm thkhch sn cng cn phi nh gi c cm nhn ca khch hng v sn phm. Docht lng sn phm dch v khch hng cm nhn hon ton khc so vi cht lngs n p h m d c h v k h c h s n c m n h n c. Ch t l n g m kh c h h n g c m n h n c l s tho mn ca khch hng sau khi tiudng sn phm , m s tho mn bchi phi bi cht lng thc s ca sn phm v gi c sn phm. V vy, i vi tngi tng khch hng khc nhau, tng loi dch v khc nhau m vic nh gi philinh ng theo . b) Mc tiu ti a ho li nhun hin hnh:

Trong thc t chng ta c th thy khng phi c nh gi cao th mi c th tia ho li nhun, m cn phi nm bt rt r cung v cu, i th cnh tranh th mic th a ra phng php nh gi hp l. Khch sn khng nn a ra mt khunggi cng nhc m phi bit linh hot trong tng trng hp, phn bit p dng nhngmc gi khc nhau vi tng i tng khch hng khc nhau. 4.2.2 Gii php hon thin phng php nh gi sn phm dch v Cng vi cht lng sn phm dch v, gi l cng c hu dng nht iuh o h o t n g ki n h d o a n h c a kh c h s n , do nh gi s n p h m p h i d a t r n phng php nh gi hp l.- i vi sn phm dch v bung phng:Khch hng khi t phng s phi mua dch v trc khi bit cht lng sn phm , i vi nhng khch hng d giao ng trc gi c th mt mc gi c nhcao s gy ra s hn ch vic t phng. Do , i vi loi hnh dch v ny, khch 51 sn s vn gi phng php nh gi ca mnh, v tnh an ton ca n. Nh vy, bncnh vic xc nh ng chi ph u vo khch sn cn phi cn nhc li nhun mtcch hp l c th duy tr khch hng trung thnh, thu ht khch hng tim nng, bin h tr thnh khch hng trung thnh ca mnh; tuy nhin gi phng vn th hinc cht lng ca khch sn.- i vi sn phm n ung:Chi ph cho sn phm n ung b chi phi ch yu bi chi ph nguyn vt liu.Do , nng cao mc li nhun trong loi hnh sn phm ny, cn phi tit kim chi p h t i a , h n c h n h n g b i n i v gi ngu y n l i u ( h p n g l u d i , t t i n ). Cng vi , khch sn phi a ra chnh sch nh gi hp l vi tng loi hnh sn phm n ung. Nh i vi cc nh hng th nn s dng phng php nh gi tngquan, cn i vi cc sn phm dch v t chc tic ci, d tic, buffet nn s dng phng php nh gi cnh tranh m rng th phn, thu li

trn quy m.- i vi cc dch v khc:i vi cc dch v nh dch v gii tr, th khch sn nn nh gi da trncm nhn ca khch hng. Mc li nhun s cn c vo v th cnh tranh, danh tingca khch sn. D phng php ny kh khn v tn km xc nh nhu cu ca thtrng, cm nhn ca khch hng v dch v, nhng nu khch sn u t th y l phng php rt tt cho li nhun ca khch sn m khng nh hng n th phnmc tiu. 4.2.3 Mt s kin ngh vi Nh nc v ngnh Du lch 4.2.3.1 Kin ngh i vi nh nc Bn cnh nhng bin php ca khch sn th s iu tit v m ca Nh Nccng s c nhng nh hng nht nh n vi hot ng kinh doanh ca khch sn. to mt iu kin thun li cho vic pht trin kinh doanh cho khch sn Deawooni ring th Nh nc nn a ra mt s chnh sch nh sau:m bo mt h thng chnh tr n nh:y l mt vn ht sc quan trng trong bi cnh chnh tr th gii bt nhin nay, n s to ra mt c hi ln c th pht trin ngun khch hng cho khchsn. c th thc hin c iu ny, Nh Nc cn c nhng chnh sch ng li n g n p h h p v n h n g v n nh : t n gi o, o n k t d n t c , d i n b i n h o bnh, mi quan h vi cc quc gia khc trn th gii- To iu kin thun li v hnh chnh, php lut : Nh nc nn ct gim mt s th tc giy t rm r, gy mt thi gian, tin bc cho doanh nghip. C nhng chnh sch ng li ph hp v nhng vn nh:qun l t ai, thu - a r a n h n g ch n h s c h i u c h n h t o r a m t m i t r n g ki n h do an h thun li, lnh mnh, bnh ng. c t h a r a c nh nn g c h nh s c h i u c h n h h p l , N h n c c n gim st cht ch cc hot ng kinh doanh, kim ch nhng din bin bt li ca thtrng: lm pht, t gi hi oi, to s cn bng trong cnh tranh- Mt khc Nh nc phi to ra mi quan h hp tc quc t v du lch vi ccnc trong khu vc v trn th gii trn c s hai bn cng c li. Tng cng ngnsch

cho qung co v ngnh du lch Vit Nam, xy dng thng hiu cho du lch Vit Nam. Trong bi cnh khi nc ta gia nhp WTO nh hin nay, s c rt nhiu c hi song cng nhiu thch thc cho du lch Vit Nam. V vy Nh nc cn chun bk cng mi tnh hung c th xy ra, ngnh Du lch Vit Nam c th hi nhp mtcch ch ng, thch ng nhanh vi iu kin mi. 4.2.3.2 Kin ngh i vi ngnh Du lch Ngnh Du lch trc ht phi to mi iu kin cc doanh nghip kinh doanhdu lch hot ng kinh doanh mt cch thun li, p ng c cc mc tiu m Nhnc t ra. ngnh Du lch thc s tr thnh ngnh kinh t mi nhn, th ngnh Dulch phi c s u t thch ng cho hot ng du lch. C th:- i vi khch quc t: n gin ha cc th tc xut nhp cnh, to ra mt c ch gi bnh ng hp dn h n vi Vit Nam- Cn c cc hot ng tuyn truyn, qung b, xy dng hnh nh v du lchVit Nam bng cc n phm du lch, video, CD 53 - Ngnh Du lch Vit Nam nn thnh lp hip hi cc khch sn, tin ti thngnht tp on khch sn m bo v mt cht lng sn phm, gi c, cng gip nhau kinh doanh v cnh tranh bnh ng. 4.3. Nhng hn ch nghin cu v vn t ra cn tip tc nghin cu Do n h n g h n c h v ki n t h c ch u y n m n v qu y h o c h, ki n t r c, ki n h doanhnn vic nghin cu, nh gi thc trng, tim nng v nht l xut gii php nh gi trong tng lai s cn nhiu hn ch. Chng em rt mong c cc thyc ch bo thm v tip tc nghin cu ti mang li c gi tr thc tin cao hn.Theo nhm tc gi, vn t ra cn tip tc nghin cu l pht trin mt chnhs ch n h gi p h h p v i kh c h s n t r on g b i c n h hi n n ay , kh i m di n b i n t h trng bin ng vi giao ng rt ln, kh kim sot. Chnh sch ny

s gip khchsn c th c c mt v th vng vng trc cc di th cnh tranh cng hng trna bn thnh ph. TI LIU THAM KHO [1] Gio trnh marketing du lch Bi Xun Nhn, HTM 2008[2] Kinh t chnh tr I, II Mc Lnin NXB Gio dc 1997[3] Kinh t doanh nghip dch v du lch HTM[4] Marketing cn bn Philip Kotler [5] Qun tr nh hng khch sn du lch PTS Nguyn Trng ng[ 6 ] Q u n t r k i n h d o a n h k h c h s n - Ngu y n V n M n h Ho n g Th La n Hng, HKTQD, NXB Lao ng - X hi 2004[7] A.M. Sheela Economics of Hotel Management

6. Yes

According

to

you,

are

the

price

of

food

products

of

hotel

suitable

withProductsmaterials processing ?

No7. How do you feel your prices choice ? Cheaper than other hotel More expensive than other hotel(Note: please compare with same class hotel.)8. When you left the hotel, did you talk to anyone about hotel? Yes No9. If yes, what did you tell?

70 PHIU IU TRA KHCH HNG V CC DCH V B SUNGCA KHCH SN DAEWOO H NI H v tn:a ch :Thi gian lu tr:Bn vui lng cho chng ti bit mt s thng tin sau:1. Trong thi gian lu tr ti khch sn, bn c s dng dch v b sung ca khch snkhng? C Khng2. Nu c th dch v m bn s dng l g? 3. thy cht lng dch v nh th no? Rt tt Tt Bn

Khng tt Rt ti4. Gi c ca dch v c tng xng vi nhng g bn nhn c khng? C Khng5. Bn c kin ngh g vi khch sn khng?.................................................................................................................................... ............................................................................................................................................... ............................................................................................................................................... .......................................................................................................................................... 71 CUSTOMERS QUESTIONNAIRE SURVEY OF ADDITIONALSERVICESOF

DAEWOO-HANOI HOTEL Guests name:.............................................................................................................Addres s:..............Stay time: :.... ..............................................................................................................Please give to us some informations:1. Have you ever used additional survice of hotel? Yes No2. If the answer of Question No.1 is Yes, what additional survice did you use? ..3. How do you feel about quality of survice?

Very good Good Bad Very bad4. .According to you, are the price of survice of hotel suitable with your expectance ? Yes No5. Do you have any complaints about our hotel?...................................................................................................................................... ............................................................................................................................................... ............................................................................................................................................... ....................................................................................................................................... 9999999999999999999999999999999999999

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