Giải pháp phát triển hệ thống siêu thị trên địa bàn Hà Nội trong thời kỳ hội nhập

NGHIEN ctfu-TRAP DPI VIR<br /> <br /> Giai phap phat trien he thong sieu tM<br /> tren ^a ban Ha Noi trong thofi ky h6i nhap<br /> • ThS.TRAN VIET THAO<br /> Tru'dng Dai hoc Thticfng Mai<br /> <br /> <br /> <br /> ren dia b d n Ha Ndi,<br /> <br /> T sau mdt thdi gian di<br /> vao hoat dpng, he<br /> thdng cac sieu thi da thu dtfdc<br /> mdt sd ket qua b a n d i u dang<br /> khieh le. Tuy nhien, b e n canh<br /> nhtfng thdi cd v i n ludn tdn tai<br /> nhtfng thach thtfc.<br /> 1. Thtfc trang h e tho'ng<br /> sieu thi tren dia ban thanh<br /> phd Ha Noi<br /> Theo so lieu cua Bd Cdng<br /> Thtfdng, tinh den ngay 31 thang<br /> 12 nam 2010, sd Itfdng sieu thi sieu thi nhd, sieu thi vtfa va dai Ve quy md dien tich kinh doanh<br /> d Ha Ndi da tang len 122 sieu sieu thi. Trong quy che sieu thi,<br /> thi, chiem 21,4% so Itfdng sieu Sieu thi kinh doanh tdng hdp:<br /> trung tam thtfdng mai ciia Bd dien tich kinh doanh trung binh<br /> thi trong ea ntfdc. Cdng Thtfdng cung dtfa ra tieu la 2.128 m2.<br /> c a n ctf vao quy md cd the chuan ddi vdi sieu thi theo 3<br /> chia sieu thi ra t h a n h 3 loai: Sieu thi chuyen doanh: dien<br /> hang: hang 1, hang 2 va hang 3.<br /> tich trung binh eiia sieu thi<br /> chuyen doanh d Ha Ndi la<br /> Bang 1: Tieu chuan phSu hang siSu thj, trung tam thUtfng mai cua Viet Nam 1.192 m2.<br /> (Trfch Quy cli§'si§u thj, trung tSm thifang mai ban hanh kem theo quydt djnh<br /> Dai sieu thi dang nha kho:<br /> sd' 1371/2004/QO-BTM ngay 24/9/2004)<br /> dien tich trung binh eiia loai<br /> hinh nay (dien hinh la sieu thi<br /> Ti§u chu^n tSi thi^u<br /> Metro) d Hd Ndi tuy chi la 8.555<br /> Hang Loai hlnh DiSn tfch kinh Sd luong t§n m2 (xap xi vdi dien tich trung<br /> doanh (m2) hang binh eua loai hinh nay eiia tap<br /> Si§u thj KD tdng hop 5.000 20.000 doan Metro tren the gidi la<br /> Hang 1 SiSu th! chuySn doanh 1000 2.000 8.844 m2), nhifng dien tieh tdng<br /> Trung tSm thuong mai 50.000 the lai rat ldn, d Ha Ndi la<br /> Si^u thj KD tdng hpp 2.000 10.000 khoang 30.000 m2.<br /> Hang 2 Si§u thj chuySn doanh 500 1.000 1.1 Md hinh to chdc vd<br /> Trung tSm thuong mai 30 000 mgng liidi sieu thi<br /> Si6u th! KD tdng hop 500 4.000 Md hinh sieu thi ddc lap : Md<br /> Hang 3 Sidu thi chuySn doanh 250 500 hinh nay nhieu ve sd<br /> Trung tSm thuong mai 10.000 Itfdng, de'n het nam 2010 ' ^<br /> THOONG MAI 8034/2011 I 17<br />  NGHIEN ctfu-TRAPDPI<br /> <br /> cd khoing 28 sieu thi dtfdc .isJttie. 1 im<br /> xep hang. Ben eanh dd, theo<br /> Hap**c? ONG CONG TY THUONG MAI HA MOI<br /> bao c i o tinh den ngay 31 t h i n g<br /> 12 n a m 2010 cua Bp Cdng •aoi<br /> Thtfdng, d Thu dd hien cd<br /> k h o i n g 48 c i c sieu thi khac<br /> khdng p h a n hang dtfdc.<br /> Md hinh sieu thi dang chudi:<br /> cd chudi sieu thi Fivimart vdi 9<br /> sieu thi ; chudi sieu thi Intimex<br /> vdi 5 sieu thi; chudi sieu thi<br /> Marko vdi ba sieu thi ldn ; chudi<br /> sieu thi Hapro mart vdi hang<br /> chuc sieu thi; chudi sieu thi<br /> Family mart, G7 mart...<br /> Md hlnh dq.i sieu thi vd cda<br /> hdng kho hdng cua cdc tap<br /> dodn bdn le nddc ngodi: Stf xuat<br /> hien cua mdt sd t a p doan p h a n nhan, dd la: ben canh viec thanh trtfng rieng. Net van hda ndi<br /> phdi ldn tren the gid nhtf Metro toan bang tien mat, n g i y nay cd trdi d Ha Ndi dd la net van hda<br /> cash & Carry (Dtfc), Bourbon nhldu sieu thi ldn da chap n h a n dd thi. Ngtfdi d a n ndi day lich<br /> (Phap. Cae dai sieu thi Ian Itfdt the thanh toan hay the tin dung. thiep va ed nhu c i u da dang vd<br /> xuat hien theo hinh thtfc lien Mdt sd sieu thi ldn cdn cd dich chiing loai va ehat Itfdng hang<br /> doanh hoae 100% vd'n ntfdc vu thanh t o i n tien bang ngoai te hda. Hp ludn cd yeu c i u eao vd<br /> ngoai. Trong dd phai ke d e n de phuc vu k h i c h hdng l i ngtfdi chat Itfdng h a n g hda, dich vu<br /> Sieu thi Big C Thang Long ntfde ngoii chu yeu. k h a c h h i n g , thai dp phue vu,<br /> hien I i sieu thi b a n le ldn nha't Khdch hdng cua sieu thi dia diem mua sam... ddng thdi<br /> vdi dien tich t r e n 12.000 m2. vdi ldi sdng cdng nghiep ban<br /> Metro n h a p h a n phdi ldn thtf Ddng cd di sieu thi<br /> rdn, hp chpn sieu thi l i diem<br /> 5 t r e n the gidi t r e n dtfdng Giii p h i p td'i tfu dtfdc nhidu mua hang van minh v i lich stf,<br /> Pham Hung va l i dai sieu thi ngtfdi ltfa chpn, chinh la mua cd the d i p tfng cho g i n het mpi<br /> b i n budn ldn nha't tai Hd Ndi s i m trong sieu thi, bdi hp quan nhu c i u ciia hp.<br /> hien nay cung dang kinh doanh niem r i n g vao sieu thi vtfa cd Thdi quen mua sdm hdng tieu<br /> r a t t h a n h cdng. the "mua dtfdc mpi thtf" n e n tiet dung<br /> 1.2. Cd sd vdt chdt, trang kiem thdi gian, cdng stfc vtfa<br /> Mac du sieu thi dtfdc ltfa chpn<br /> thiet hi vd tien nghi phuc vu mua dtfdc nhidu h i n g giim gii,<br /> lam dia diem mua s i m ngay<br /> vtfa d i m bao chat Itfdng v i<br /> Ben canh mdt so sieu thi, c i n g nhidu, nhtfng ngtfdi dan Ha<br /> ngudn gdc rd rang.<br /> chudi sieu thi dtfde xay dtfng mdi Ndi van cd thdi quen mua s i m<br /> hoae lien doanh, nang c i p , md Ddc diim khdch hdng hang thtfc pham tieu dung hang<br /> rdng mat b i n g kinh doanh, ddng H i Ndi la t h i n h phd ldn thtf ngay ngoai chd, vi mua hang<br /> bd hda cac trang thie't bi n e n cd hai trong c i ntfdc v i cd thu ngoii chd g i n n h i tien ldi hdn<br /> cd sd vat chat k h i hien dai thi d n h a p binh quan dau ngtfdi eao rat nhieu, lai mua dtfdc dd ttfdi<br /> Ha Ndi hien nay v i n cdn khdng thtf hai (37 trieu ddng sau TP. sdng, dac biet l i cd the t r i gia.<br /> it c i c sieu thi chtfa chu trpng Hd Chi Minh). Tuy nhien, do Sieu thi clu phu hdp vdi hp khi<br /> trong viec d i u ttf, cai tao. Hay nhtfng n e t dae trtfng vd dia ly, mua vdi sd Itfdng ldn, dac biet la<br /> ndi com la van dd sd Itfdng quiy van hda, h o i n c i n h lich stf..., mua s i m cho c i t u i n tieu dung,<br /> thcuih toan cdn h a n che. Tuy n e n h i n h vi tieu diing cua hoac c i t h i n g dd'i vdi nhtfng s i n<br /> nhien, mdt thay ddi d i n g ghi ngtfdi Ha Ndi cd nhtfng n e t dac pham de dtfdc lau dai..<br /> <br /> 1 8 ! THOONG MAI Sd 34/2011<br />  NGHIlN Ctfu-TRAPDtfl<br /> Xu hddng mua sdm Men nay rd rang, d i y du n h a n mac va - Phdn phdi: Kenh phan phdi<br /> Trong xu the mua s i m hien dtfdc klem tra chat Itfdng mdt ehinh l i d khu vtfc ndi thanh Ha<br /> dai ngtfdi tieu dung Ha Npi quan each nghidm c i e h nghiem ngat. Ndi. Ngodi ra eung cd mdt sd he<br /> tam hang d i u d e n chat Itfdng Tuy nhien, v i n cdn sd it hien thdng sieu thi da md rdng ra cac<br /> hang h d i , sau dd d e n phong ttfdng ngifdi tieu dung mua p h i i huyen eua Ha Ndi mdi nhtf he<br /> each phuc vu v i dich vu khach hang qua h a n stf dung hay ehat thdng Hapro mart. Cac sieu thi<br /> hing. Yeu td gii c i dtfdc dat d vi Itfdng khdng dtfdc d i m b i o do chu yeu v i n stf dung kenh phan<br /> tri thtf ba. Dac biet thdi diem khau klem tra d i u vao eiia mdt phdi trtfc tiep, tuy nhien da cd<br /> mua s i m eung i n h htfdng rat Sd sieu thi chtfa thtfc stf dtfde mdt sd sieu thi btfdc d i u thtf<br /> ldn d e n quyet dinh mua hang tuan thtf chat che theo quy dinh. nghiem loai hinh kenh phan<br /> cua hp. - Gid ; Viec xay diing gia b i n phdi mdi qua dien thoai, inter-<br /> 1.3. Th^c trgng hogt dgng ra ciia c i c sieu thi d Ha Ndi ciing net nhtf sieu thi Fivimart vd da<br /> marketing ciia cdc sieu thi khdng gid'ng nhau, ma phu thude n h a n dtfdc stf quan tam ttf phia<br /> tren dia bdn Hd Ngi nhldu vao eae yeu td: gia d i u khaeh hang.<br /> vio, chi phi, ldi nhuan. Trtf<br /> Sdn phdm : T^ trpng h i n g Xiic tien thiidng mai :d<br /> trtfdng hdp s i n pham do nha<br /> npi trong tdng doanh sd bdn ciia nhidu sieu thi, kinh phi d a n h<br /> eung cap an dinh gia ban ra va<br /> cac sieu thi n a m 2000 mdi chi eho boat ddng xuc tien hang<br /> trtf lai chiet khau cho sieu thi thi<br /> khoing 10 30%, n a m 2005 n a m chie'm tdi 20 30% tdng<br /> khi dd gia se thdng nhat.<br /> nang len 30 70% thi hien nay ehi phi boat ddng. Cac chtfdng<br /> da p h i n dd chiem tdi 80 - 90%. Cd mdt diem dang Itfu y ntfa<br /> trinh xuc tien, khuyen mai<br /> thtfdng dtfdc td chtfc vdo cac<br /> Bang 2: Ti t p p g hiing Viet Nam tpong mOt sif sISu thj ii Ha NO!<br /> dip Id, tet<br /> Dan vv %<br /> Dich vu khdch hdng : Mdt sd<br /> Nhom nganh hang BigC Fivimart Intimex Hapro mart<br /> sieu thi ed dich vu giao hang tan<br /> Chung cac nganh hang 90 75 80 80 nha ngtfdi mua ; mdt sd sieu thi<br /> Thuc pham 90 75 85 85 da ap dung phtfdng thtfc ban<br /> Quan ao, giay dep 85 80 75 85 hang qua dien thoai va ban hang<br /> Banh l