C sg5 (106)-2012 )<br />
NGHIEN cuu TRAO DOI<br />
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<br />
M6 hinh kinh doanh: Dae tru-ng va<br />
dinh hu-6-ng phat trien doi vol sieu thi ban le<br />
TS. Do Nggc My<br />
TS. D§ng Vin My<br />
Dal hgc Quy Nhffn<br />
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Md hinh kinh doanh dugc trudng kinh doanh vd egnh tranh MHKD, cdc die diem vdn cd<br />
hieu Id "kieu kinh doanh", li do dd, MHKD ed nhung ddc ciia nd, ngudi kinh doanh mdi<br />
"cich thue kinh doanh" hoic dilm nhu sau: cd the thiet kl, tilp cgn, triln<br />
"phuang thue kinh doanh" mi - MHKD Id "sdn phim" eua khai vi dilu khign MHKD ciia<br />
ngudi kinh doanh thiet ke vi ngudi kinh doanh, trien khai tir minh mdt cich toi uu.<br />
triln khai, nd md ti logic vl toin y didng kinh doanh, cd sue hap M5 hlnh kinh doanh sign<br />
bg hf thdng kinh doanh ciia to dan vd doi mdi de hogt dfng thj bin Id: D^c trung vi djnh<br />
chiic nhdm cung edp sdn phim kinh doanh ludn thdnh edng, do hudng phit trien<br />
vd djeh vy cho khdeh hdng vd dd MHKD eiing sg dugc hlnh Nhurng ddc trimg cua md<br />
mang lgi thu nhgp cho td chiic. thdnh, phdt triln, bao hda vi suy<br />
MHKD md td cdu tnic ciia hf hinh kinh doanh siSu thi ^^f* 1^<br />
thoii nhu chu ky sdng cua sdn<br />
thdng to chuc kinh doanh, bao phim va djeh vy. MHKD sigu thi ban lg ndi<br />
gdm hf thdng sin pham - djeh rieng li "sin pham" cua to chuc<br />
vu, nhiing ddng thdng tin, cac - MHKD bilu thj nhirng no kinh doanh bin Id, tip hgp cic<br />
ydu td kinh doanh khdc nhau; sy lyc eua ngudi kinh doanh trdn ylu td can thigt ma td chue kinh<br />
md td vd Igi nhudn tigm nang, CO sd cic quydt djnh kinh doanh doanh bin Ig triln khai nhdm<br />
edc ddng doanh thu tu vifc cung nham dgt dugc cac myc tidu cung eip hing hda vd dich vy<br />
cap sdn phdm vd dich vy. nhat djnh trong bdi cdnh kinh cho khich hang trdn mgt pham<br />
MHKD cdn md ti vai trd va cdc doanh nhat djnh. vi thj trudng nhat djnh theo<br />
mdi quan bf cua mgt edng ty vdi - MHKD chiia dyng nhiing "cdch thue" md td chuc ban le<br />
khach hang, cdc ddi tde vd nhd ddi mdi mi ngudi kinh doanh cho Ii hgp ly. Thye td, cd rat<br />
eung cap ciing nhu nhihig ddng thai nghdn vi chia se cho khach nhidu kidu. kinh doanh bdn le -<br />
van dgng cua hang hda, thdng hdng, ludn dim bio cho phdp dae bift la kinh doanh ban lg<br />
tin vd tidn tf nham ddm bdo cdc tiet giim cic chi phi kinh doanh hdng tigu ddng rgng rai - phit<br />
gid hi gia ting cho cic t6 ehdc vi cdi thifn tiiu nhgp cung nhu trien tgi cic dja phucmg vd cdc<br />
kinh doanh. Nhu vgy, MHKD Ii cung cip cho khdeh hing nhilu vung cua mpt qudc gia. Mdi<br />
mgt hinh thue bieu thj nhiing gid trj gia ting ban. kigu kinh doanh ban Id cd nhung<br />
logic kinh doanh vd triet Iy kinh dgc digmrigngkhdng ehi trong<br />
- MHKD thich nghi va tdn tgi<br />
doanh cua mpt to chdc vdi sy djnh vj "kilu kinh doanh", td<br />
trong cdc bdi cdnh thjtiudngvd<br />
tap hgp cic yeu to cho phgp chdc hogt dgng kinh doanh md<br />
egnh tranh nhit djnh, do dd khi<br />
tridn khai hogt dpng kinh doanh cd trong dinh vi khich hdng va<br />
boi einh thj trudng vd egnh tranh<br />
nham hinh thdnh edc gid trj gia quan hf khdeh hdng. Tu thyc tl<br />
thay ddi, ddi hdi phdi cd nhiing<br />
tang cung cip cho khieh hdng nghien cdu cdc loai hinh ban le<br />
ddi mdi ho^c thay ddi vl MHKD<br />
vd tao tbu nhap cho td chiic. hdng tidu dung rgng rai d nude<br />
ndi chung cdng nhu cic ylu to<br />
ta, kdt hgp ly thuylt vl md hmh<br />
MHKD thl hifn cdch thiic ciu tiiinh ndn MHKD ndi rigng.<br />
kinh doanh, cd thl nh|nfliiycac<br />
ma ngudi kinh doanh triln khai Trdn co sd nhan thdc tdt vg die tnmg cua md hinh sigu tiij<br />
hogt dgng kinh doanh trong moi<br />
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Tap chi nghien cCfu Tdi chinh ke toan<br />
( So 5 (106) • 2012 ^<br />
NGHIEN CLTU TRAO DOI<br />
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bdn Id nhu sau: vy, ty lya chgn khi tilp can sieu phdn virng thj trudng [1], se eo<br />
- MHKD ban Id theo hinh thj va thyc hifn mua hdng. Dae nhiing vung thj trudng khdc<br />
thiic sieu tiij Id dgng thde dgc bift trung ciia ylu to sin phim va nhau ddi vdi sieu thj, vdng 1 kl<br />
ciia MHKD bdn Id - Ii MHKD djeh vy bao gom: can vdi sigu thj se eho phgp sieu<br />
ban le hifn dgi nhit hifn nay. - Kinh doanh bdn le hifn dgi thj thu hut tii 50 din 60% khdeh<br />
the hifn: kidu kinh doanh ty hdng va mang lgi doanh sd bdn<br />
- MHKD sigu thj bdn lg van cho sigu thi tuang ung 50 din<br />
tap hgp cdc ylu t l thl hifn tlnh chgn vd ti; phyc vy, hing hda<br />
dugc tiling biy dpp, thdng tin 60%; vimg 2 cung cip tii 20 den<br />
hifn dgi so vdi cic logi hinh 30% va viing 3 cung cap tir 10<br />
tmyin thdng vd dgc tnmg kinh hing hda v i gii ed pho cap tai<br />
noi tnmg bdy, v.v... den 20%.<br />
doanh bin lg chi phli cdc ylu to<br />
cia md hinh. Hdng hda kinh doanh Gidi hgn cua phgm vi thj<br />
phong phu v i da dgng, tu cdc tradng ddi bdi sieu thj phdi thyc<br />
- MHKD sidu tiij bdn lg tdn<br />
ngdnh hdng tidu dung rpng rai thi chign luge md rpng thj<br />
tgi va phdt d-ien trong tucmg quan<br />
din cic ngdnh hdng tidu diing trudng, phai lien tyc nhan rpng<br />
vdi sy bien dpng cua mdi tradng<br />
d$c bift, ddp ling mpi nhu cdu MHKD cua minh tren cic khu<br />
mua sam vd thdi quen mua sim<br />
CO bdn trong mua sam. vyc thj trudng khae nhau, hinh<br />
ciia eu din v i cie hd gia dinh<br />
thanh chudi sigu thj. Ddi tugng<br />
Cling nhu sy egnh tranh so vdi - Djeh vy eua sieu thi bdn le khdeh hang mye tieu ciia sieu thj<br />
cic MHKD bdn Id trayin thdng. bao gdm djeh vy thdng tin, hinh thanh tir cu dan, hp gia<br />
Cdc yeu td cua md .hinh chuygn hdng, cham sde khdeh dinh, cac td chdc... trong vung<br />
kinh doanh sieu thi ^dn le hing trudc, trong va sau khi thi trudng cua sigu thj. Quyet<br />
mua, v.v... Sy ndi trpi cua kinh djnh ve phan dogn khdeh hdng<br />
Kinh doanh ban lg theo hinh doanh ban le theo hinh thiie muc tigu se dnh hudng Idn den<br />
tinie sigu thj Id kieu kinh doanh sigu thj ehinh la yeu td djeh vy cde quydt djnh td chue kinh<br />
quy md Idn, hogt dgng kinh - nham ho trg cho khach hdng doanh ciia sidu thj.<br />
doanh dugc td chuc khoa hge, trong q u i trinh mua sam tgi<br />
digu kifn v i co sd vat chat phyc sigu thj vd cung cap cdc gid trj Hg tdng vd hgu cdn kinh<br />
vu kinh doanh dugc thilt k l gia tang. doanh cua siiu thi<br />
ben vung v i hifn dgi, cd kha<br />
Phgm vi thi tru&ng vd Hg tang kinh doanh cua sieu<br />
nang trung bdy mgt khoi lugng<br />
khach hdng muc tieu cua sieu thj duge chuin hda trgn tat ca<br />
hdng hda Idn, ddp ung nhu ciu<br />
eac khia canh nhu; kien tnic<br />
tim hieu, tham quan vd mua thi bdn le<br />
kidn cd, khdng gian duge trang<br />
sam cua cic doi tugng khich Phgm vi thj trudng Id "vung hodng dpp mit, cac trang thidt bi<br />
hdng. Nhiing ylu td cau thdnh ban bdng vd cung cap djeh vy" phye vu kinh doanh va trung<br />
MHKD ban lg theo hinh thiic eua sigu thj. Id ranh gidi dja ly bay hdng hda dugc thidt ke<br />
sieu tfij li sy tiiln khai MHKD bao quanh sieu thj, noi tap tiling chuygn nghifp, dnh sing vd he<br />
trong bin lg. eie khdeh hdng tilm nang se thong dieu boa tao cam gide mdt<br />
thyc hifn mua sam tai sieu thj mg. Tucmg iing phdn dogn<br />
Yeu to sdn phdm vd dfch vu<br />
[1], [4]. Mdc dg rpng hoge hpp khdeh hdng myc tigu ma sidu thi<br />
cua MHKD sieu thf bdn le<br />
eua khdng gian thj trudng ndy lya chgn sg djnh hudng cho qud<br />
La kilu kinh doanh ban Id phy thupc vio quy md hoge dien tiinh diu tu co sd hg tang phue<br />
hifn dai, nen ylu td sin pham v i tich eua sigu thj, mue dp da dgng vy kinh doanh d cap do cdn thiet<br />
djeh vu eda md hinh cd tinh chat cua phd hdng, sd lugng va mat vd tii do chi phi kinh doanh se d<br />
ndi trdi so vdi eae logi hinh kinh dg cac CO sd bdn Ig trong vung miie chap nhgn ddm bio viec<br />
doanh ban Id tinyln thdng vd cd hogt dgng eua sigu thj vd thdi kinh doanh sinh lgi.<br />
dien. Khich hang dugc de cao quen di chuydn mua hang eiia cu<br />
vi gan nhu hodn toin ty phyc v i n dl quan trpng c6 ttnh<br />
dan ti-ong vung. Theo ly thuylt<br />
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Tap chi nghidn ciifu Tai chinh k^ toan ^<br />
( S^5(106).2012 )<br />
NGHIEN CUTU TRAO DOI<br />
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quygt djnh Id h^u cin kinh chien luge cua MHKD ed the - Tdi sdn kinh doanh: lign<br />
doanh ddi hdi sigu thj phai td chi tiet nhu sau: [1] quan tryc tiep dgn chinh sich<br />
chdc mft cich khoa hpc, dim Lgi nhugn ggp Id chenh quy hogch khdng gian trung biy<br />
bdo nang eao hifu qud kinh Ifch giiia gid bdn vd gii mua ciia vi bdn hdng. Hai vin dl cin<br />
doanh vi khai thde tot cde phgm edc hdng hda. Chinh sdch Igi qudn trift vi giai quyet hdi hda,<br />
vi thj tnrdng dja ly hifu ning dii nhu^n gf p phy tbudc chinh sdch dd Id, nang eao higu suat cua<br />
vdi sigu thj. Vdi sieu thj dfe l§p gid md sidu thj mong muln thyc khong gian trung bdy vd bdn<br />
rigng Id, cdng tde hgu can phdi thi cho d6i tugng khdeh hdng hdng vd ddnh khong gian thodi<br />
qudn trift tit ci cdc khiu eua myctidumd sidu thj hudng den mdi cho khach hdng khi di<br />
qui trinh kinh doanh, cy the ciing nhu chi phi kinh doanh eiia chuyen bdn trong khu vyc trung<br />
nhu: mua hing, dy trii vd sdn md hinh [3]. bay vi bin hing.<br />
xuit bdnti-ong,bdn hdng, cung<br />
- Chi phi kinh doanh phy - Yeu to dg: trir lien quan tryc<br />
cap djeh vy, marketing vd xuc<br />
tien bdn, v.v... Cic hogt dgng thugc tryc tilp vio hg tdng kinh tiep den chinh sdch pho hang,<br />
hgu ein ndy chi phyc vy cho mgt doanh, chinh sdch ve djeh vg vdtuc li chieu rgng vi chieu sau<br />
sigu thj, do dd tinh hifu qud triet ly cung cap cdc djeh vg ehocua pho hdng md sidu thj da vd<br />
khdng cao. Ngugc lgi, khi phdt khdeh hdng. Chinh sdch vl djeh dang quyet djnh kinh doanh.<br />
trien ehuoi sigu thj, mpt sd hogtvy cho khdeh hdng phy tbudc Mo hlnh ehuoi sigu thj vi<br />
dpng ngu trgn se dugctichhgp, tryc tiep vio phan khue thj van de quin iy<br />
timg sigu thj trong ehuoi chi tgptrudng vi khich hing mye tidu<br />
Vifc phdttiienehuoi sieu thj<br />
trang thyc hifn tdt cdng tde ban cua sidu thj.<br />
bdn Id Id mgt djnh hudng ehidn<br />
hang vd ehdm sde khdeh hing. - So lugng khach hdng mua luge quan trgng, mgt mdt nd<br />
Bp phgn quin ly ehuoi sidu thj sim tgi sieu thj chju dnh hudng thue day qui trinh ddi mdi hf<br />
se tdng hgp thyc hifn cie boat cua chien luge vd cdc chinh thdng qudn ly bdn trong nhim<br />
dgng nhu: mua hing ehung cho sdch marketing. Lya chgn phin thyc thi cie hoat dgng kinh<br />
ca hf thdng, hogch djnh chinh nhdm khdeh hdng li quylt djnh doanh tdt hem vi giam thieu chi<br />
sach chung cho ed hf thdng, mang tinh chien luge eua sidu phi kinh doanh, mit khie, nd<br />
marketing vd xuc tiln chung, thj, li CO sd ciia cdc chinh sich gdp phan phit triln thuong hifu<br />
ting cudng Hdn kit thdng tin marketing, tang cudng khi ning vi ning cao nang lyc canh tranh<br />
qudn ly. egnh tranh. cua ehuoi sigu thj cung nhu tung<br />
sigu thj thanh vign. Cic chuc<br />
Chi phi vd thu nhgp cua md - So lugng khdeh hdng bin ning chung dd li chuc nang<br />
di xa Id hinh thdctiiuhtit khich<br />
hinh sieu ihi bdn le<br />
hdng mang tinh chat thilt thye mua hing, thdng tin vi qudn ly,<br />
Cie ehi phi cua md hinh sigu trong bdi cdnh egnh tranh vi li quing cio va xuctignciing nhu<br />
thj bdn Id phy thugc vdo vife giii phdp hiiu hifu trong qui xiy dyng thuang hifu vi chinh<br />
thilt kl md hlnh kinh doanh, d$c trinh giii phdng nhiing gd bd vl sieh bdn hing vi khuyin mai<br />
bift Id ca sd hg tang cua md phgm vi bin hing vd md rfng tgp trungti-gntodn hf thong.<br />
hinh. Vi vgy, vdi md hinh da vung bdn hing cua sieu thj.<br />
dugc thilt kl, vin de thu nhgp Cie sigu thj thanh vign chi<br />
cua sieu thj chi cd thl ed dugc - Gid tri hoa dan phin inh t^p trang vdo khai thie bin hdng<br />
vd phy thupc vio doanh so bdn chit lugng cua vifc lya chgn vi cung edp djeh vy cho khdeh<br />
hing vd eung cip djeh vy. Trdn khdeh bing doi vdi eg sd kinh hang, dong thditi^ehu khai tiiic<br />
ca sd nghign cihi dinh gid, hifu doanh vi Id ket qui phin inh cde hang hda "ridng" mang tinh<br />
qud cua md hinh duge eae tie tinh ehinh ding eua triet ly kinh dia phuang nhim lim phong<br />
gid dl xudt chung nhu sau: doanh lidn quan tryc tigp dgn phu va dip ung tdt nhu cau cua<br />
chinh sich m$t hing vd ehinh khich hdng.<br />
Cac djnh hudng mang tinh sich gii ci eua sidu thj.<br />
(Xem tiip trang 64)<br />
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Tap chi nghien ciifu Tai chinh k^ toiin<br />
( Sd'5 (106)-2012 )<br />
TAI CHINH DOANH NGHIEP<br />
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thi nha nude cdn to chiic nhieu bao dugc muc sing toi thieu eho<br />
cupc hpi thdo, nghidn ciiu v i ngudi lao dgng. Tii lifu tham khao:<br />
Cling thdo lugn vl van de nhan Thd tir, cdng tde phi edp<br />
sy cua moi doanh nghifp, dua ra Amelt. D. B., Laverie, D. A..<br />
chinh sich cung can dugc luu<br />
nhiing ddnh gid, nhgn xdt khich