Sử dụng phương pháp TOPSIS trong đánh giá xếp loại hoạt động kinh doanh: Nghiên cứu điển hình trong đánh giá xếp loại năng lực cạnh tranh hiển thị một số chuỗi siêu thị ở Việt Nam

QGflN TR! KINH DOfiNH<br /> <br /> <br /> SB DUnG PHllUnG PHAP TOPSIS TROHG DfinH GIfl xep LORI HOflT DOnG HlflH DOflRH:<br /> RGHien ci(u oien HIPH TRORG ORRH GIR m LGRI RBRG LUC CRRH TRRRH HIGR THI<br /> RlGTSGCHUOl sieu THI CfUieTRRRl<br /> <br /> Do'Thi B1nh<br /> <br /> <br /> <br /> l—^a quyet dmh li mdt qua trinh tim kiem lua chon toi Uu trang so cac lUa chon cd the cd. Trong eac<br /> f\phUdng phap "ra quyet dmh khi ed da nhin to anh hudng" truyen thong, viec xep loai vi do quan<br /> trong cua cae tieu chi dinh gia duac tinh toan ri't chinh xae. Danh gia va ra quyet dinh phij thudc via<br /> y kien chu quan eua moi ci nhin va thudng khdng the dien dat chinh xac bang cae gia tn mang tinh so'<br /> hda, cu the nen thudng mang tinh ang chQng, khdng rd ring va map md. Da dd viec Qng dting eac khai<br /> niem so fuzzy (sd'md) trong cic trQdng hdp ra quyet dinh khi cd da nhan to'anh hudng la rat thich dang<br /> va pho bien trong cae nghien cQu khoa hoe gan diy tren the gidi. PhUdng phap TOPSIS ducic thie't ke<br /> de Qng dimg trong mdi trQdng fuzzy nham tim kiem giai phap td'i uu nhat bang cich da ludng gii tri<br /> khoang each fuzzy vdi ranh gidi thap nhat eua cic Qng vien, sau dd sQ dting tinh tuang dong de xe'p<br /> loai. Ndi each khie, ky thuit nay xem xet mot van de khi ed da nhin to'anh hudng vdi m Qng vien can<br /> dQdc xep loai dQa tren n tieu ehi vi duac dinh gii bdi k chuyen gia, dUa tren khai niem ea ban la: Qng<br /> vien dQae chon iQa khdng nhQng phai cd khoang each ngan nhi't tdi giai phap ly tQdng dQdng ma edn<br /> phai ed khoang cich xa nhi't tdi giai phip ly tQdng im. Trong nghien cQu nay, tae gia da danh gii nang<br /> luc canh tranh hien thj eiia 4 chuoi sieu thi tai Viet Nam de md phong kha nang Qng dung eua phuang<br /> phip TOPSIS trang viee danh gia xe'p loai hoat dong kinh doanh.<br /> <br /> <br /> <br /> 1. Gidi thi^u ve phUdng phap TOPSIS TOPSIS - Technique for Order Preference by<br /> Ra quyet dmh khi cd da nhan td anh hudng Similarity to an Ideal Solution (Ky thuat xep loai<br /> (MADM - Multiple Attribute Decision Making) Qng vien theo tinh tUdng ddng vdi giai phap ly<br /> thudng dupe sQ dung trong hang loat eac trudng tudng) la mdt trong nhflng phUdng phap ra quyet<br /> hpp ddi hdi ngUdi ra quyet dmh phai danh gia, xep dmh khi cd da nhan td anh hudng cd die'n va ndi<br /> loai ve mat dmh tinh va/hoac dmh lupng de xac tieng, Qng dung trong mdi trudng fuzzy (mdi trudng<br /> djnh hieu qua hoat ddng eua tQng Qng vien vdi cd nhieu bien ddi, khdng ro rang), dupc phat trie'n<br /> nhieu tieu chi danh gia va do nhieu chuyen gia dau tien bdi Hwang va Yoon vao nam 1981<br /> cho y kien danh gia. Dd la qua trinh tim kiem liia (Hwang va Yoon, 1981). Ky thuat nay xem xet mdt<br /> chpn tdt nha't trong eae Qng vien. Danh gia va ra van de khi cd da nhan td anh hudng vdi m Qng<br /> quyet dmh phu thude vao y kien chQ quan cua mdi vien can dupc xep loai dua tren n tieu chi va dupe<br /> ca nhan va thudng khdng the dieh dat chinh xac danh gia bdi k chuyen gia, dtia tren khai niem cd<br /> bang eac gia trj mang tinh sd hda, eu the nen ban la; Qng vien dupe chpn Itia khdng nhflng phai<br /> thudng mang tinh khdng rd rang va map md. Do ed khoang each ngan nha't tdi giai phap ly tudng<br /> dd viec Qng dung cac khai niem sd fuzzy (sd md)<br /> trong eae trudng hpp ra quyet dmh khi ed da nhan ' Ths., Trudng Dai hoc Thuang mai<br /> to anh hudng la kha phd bien trong nhieu ITnh viic.<br /> <br /> _KH0.-\H0C =^<br /> So 38/2010 Thuang Mai 43<br />  QGfiN TRI KINH DOfiNH<br /> duong ma cdn phai ed khoang each xa nhat tdi<br /> giai phap ly tudng am (Hwang va Yoon, 1981; r,; - - - 1 1 ^ —^ c : - nidx Ci<br /> Wang va Chang, 2007; Wu, Tseng va Chen, 2009;<br /> ...). (Jug dung TOPSIS dae biet phQ hpp trong viee Budc 4: Xay dting ma tran ra quyet djnh bien<br /> giai quyet eac van de ra quyet dmh theo nhdm thien chua'n hda cd trpng sd<br /> trong bdi canh mdi trUdng bien dd'i va cd the dieh Xem xet dp quan trpng khac nhau cua cac tieu<br /> giai bdi eae budc dupe toan hpe hda (Wang va chi can danh gia, ma tran ra quyet dmh bien thien<br /> Zhang, 2005) nhU sau: chua'n hda cd trpng sd dupc xay diing bang each<br /> nhan dp quan trpng cua cac tieu chi danh gia vdi<br /> Budc 1: Xac dmh dd quan trpng cua cac tieu<br /> nhOng gia tn thu dupe trong budc chua'n hda ma<br /> ehi danh gia<br /> tran ra quyet dmh bien thien, cu the la;<br /> Dd quan trpng cua cac tieu chi danh gia phai la<br /> eac bien bie'u dieh dudi dang phi sd (linguistic vari- V i 1.2 m: j 1.2.<br /> 'yll^^^• (3)<br /> ables). Vi du; kem, hoi kem, trung binh, kha, tdt.<br /> ''ii • W:<br /> Bude 2: Xay dting ma tran ra quyet dmh bien (4)<br /> thien va liia chpn cac bien phi sd phQ hpp cho cac<br /> Trong dd, wi the hien dd quan trpng eua tieu<br /> Qng vien tUdng thich vdi cac tieu chi danh gia<br /> ehi danh gia C;.<br /> C, C Budc 5: Xae dmh FPIS and FNIS<br /> Vi eac sd fuzzy dUdng nam trong khoang [0, 1]<br /> .III X[l Xi„<br /> nen diem tham khao fuzzy ly tudng dUdng (FPIRP,<br /> ~ A, .V;i .V27 I'n A+) va die'm tham khao fuzzy ly tudng am (FNIRP,<br /> ( =1,2,...,/n: j = 1,2 n<br /> A') ed the dupc dmh nghTa la;<br /> <br /> X„l<br /> A' = (V' Vf. KD (5)<br /> A' = (ir, tv,<br /> j -1 -2 ~k (6)<br /> .X,l =-{X,,+.Xy+--- + Xi,)<br /> K Trong dd;<br /> Trong dd; A l , A2 Am la cae Qng vien can V) =(1.1.1) mid 9j = ( 0 , 0 , 0 ) / = 1,2 n<br /> xem xet; C1,C2 Cn la cae tieu chi can danh<br /> gia; x^j bieu hien xep loai cua Qng vien Ai khi<br /> xem xet tieu chi danh gia Cj va dupe danh gia bdi Bude 6: Tinh toan khoang each eua cac Qng<br /> vien to FPIRP va FNIRR Khoang each<br /> k chuyen gia. Odng thdi 3?* = ( « * , b^, c*)<br /> (dj"'' va df ) cua mdi Qng vien tQ die'm A"*" and A" cd<br /> the dUde tinh nhu sau;<br /> Sudc 3; Chua'n hda ma tran ra quyet dmh<br /> bien thien<br /> Cae dO lieu khao sat thd dupe chua'n hda de t'"K I", >. 1,2, ...m: i= 1.2, •" (7)<br /> loai bd dd lech do eae each do ludng va khung do<br /> ludng khac nhau trong giai quyet eae van de ^rf(f',. .f:). 1= 1,2, ; = 1.2. ." (8)<br /> MCDM. Trong nghien cQu nay, eae dO lieu dupe<br /> chua'n hda de dam bao tuan thu quy tac sd bien<br /> thien trong khoang [0, 1], nguyen tac ve sd fuzzy. Trong dd d(V3,Vb) bie'u hien khoang each do<br /> Ma tran ra quyet dmh bien thien dupc chua'n hda ludng giOa 2 sd fuzzy, la khoang each cua Qng<br /> bdi R va dupe tinh toan theo edng thQe: vien Ai to FPIRP va la khoang each cua Qng vien<br /> nay tQ FNIRP.<br /> R ini\n 1.2. 1.2. (2) Budc 7: Tinh he sd gan gui va xep loai cac<br /> Qng vien<br /> Khi da tim ra khoang each d,'" va d," eua mdi<br /> Sau dd qua trinh chua'n hda dUde thuc hien<br /> nhu sau; Qng vien, CCj dupe tinh toan nham xac djnh<br /> <br /> KHO.X HOC<br /> <br /> 44 Thuang Mai So 38/2010<br />  "•wjwrarowwTO^Sjj<br /> <br /> <br /> QGfiN TR! KINH DOfiNH<br /> <br /> phan hang cae Qng vien bang each tinh toan sieu thj trong nUde va qude te trd nen gay gat hdn<br /> tinh tuong ddng vdi giai phap ly tudng. Cdng bao gid het.<br /> thQc tinh nhu sau; Hien tai Viet Nam cd hon 10 chudi sieu thj, bao<br /> gdm ca chudi sieu thi trong nUde (Co.op Mart,<br /> CC. = — - ^ i = l.2 m Citimart, Maximark, Fivimart, Hapromart, Sivimart,<br /> Satra...) va chudi sieu thj nudc ngoai (Metro Cash<br /> Chi sd CCi am chi khoang each tQ mdi Qng & Carry, Big C, Cora va Lotte mart) nhung trong<br /> vien den FPIRP va FNIRP Gia tn CCi cang Idn thi gidi han nghien cQu nay, tac gia chi chpn 4 chudi<br /> hoat ddng kinh doanh eua Qng vien Ai cang tdt. sieu thj ndi tieng va mang tinh dai dien nhat, dd la<br /> Dua tren gia trj eua CCi chung ta ed the xep loai chudi sieu thj Metro Cash & Carry, Big C, Sai Gdn<br /> cac Qng vien va Itia chpn ra Qng vien tdt nhat. Co.opmart va Hapromart de danh gia xep loai<br /> Trong nhOng nam gan day, phUdng phap fuzzy nang Itic canh tranh hien thj. Thong tin sO lupe ve<br /> TOPSIS dupc phat trien va Qng dung rdng rai eae chudi sieu thj dd dUde the hien trong bang 1;<br /> trong xep hang nhieu Bang 1: Thdng tin ve 4 Qng vien chon lua (Thu thap tQ nhieu nguon khac nhau)<br /> ITnh vtic khac nhau<br /> nhu xep loai ngan<br /> i Metro BigC Sai d m Hapromart<br /> hang, Itia chpn he<br /> 1 Cash & Carry Co.opmart<br /> thdng nang lupng tdt<br /> nhat, lua chpn eae du Nguon go'c Diic Phap Viet Nam Viet Nam<br /> an hoae chien lupe<br /> tdi uu... (Wu, Tseng Nam gia nhap thj triTolng 21)02 1998: Casino 1996 2006<br /> and Chen (2009). 2004: Big C<br /> 2. Lfng dung<br /> S6'li/(;fng sicu thj 10 7 35 14<br /> phUdng phap TOP-<br /> SIS trong danh gia Dien tich trung binh 5,000 m^ 5,000 m^ 3,500 m^ 1,200 m^<br /> nang lUc canh tranh<br /> hien th| cua mpt so'<br /> chuoi sieu th| tai<br /> Vi^t Nam Nang lUc canh tranh hien thj la nang lue canh<br /> De minh hpa cho Qng dung cua phUdng phap tranh marketing eua doanh nghiep dupe hien thj<br /> fuzzy TOPSIS, tae gia chpn mpt so chudi sieu thj tren thj trUdng qua danh gia eua khach hang. Vdi<br /> dien hinh tai Viet Nam de danh gia, xep loai nang quan die'm dd, de danh gia nang Itic canh tranh<br /> luc canh tranh hien thj cQa chQng trong bdi canh hien thj eua 4 chudi sieu thj tren, 6 nhan td canh<br /> canh tranh sau ngay 01/01/2009 - mdt budc ngoat tranh trong ban le hdn hpp (Levy va Weitz, 2009)<br /> ldn ddi vdi nganh cdng nghiep ban le Viet Nam khi dupc can nhae den, dd la; dm die'm, phan loai<br /> Viet Nam md cQa 100% cho cae doanh nghiep hang hda, gia ca, truyen thdng hdn hpp, thiet ke<br /> ban le nude ngoai theo cam ket eua tien trinh gia va trung bay trong cQa hang, va djch vu khach<br /> nhap WTO. Theo cam ket nay, lan sdng nhflng hang. Ket hpp thdi quen va dae tinh tieu dQng khi<br /> nha ban le qud'c te (Vi du; Dairy Farm, Best Denki, mua hang tai sieu thj cua khach hang Viet Nam,<br /> FamilyMart, METRO, Casino, Parkson, Bourbon, cQng vdi 6 nhan td canh tranh trong ban le hdn<br /> va Lotte groups...) da da'y thj trudng ban le Viet hpp ma Levy va Weitz gpi y, eudi cQng 12 nhan td<br /> Nam len mdt tam cao mdi. Cae md hinh ban le canh tranh dupe chpn Itia lam 12 tieu ehi danh gia<br /> hien dai nhu cQa hang tien lpi, trung tam thUPng nang liic canh tranh hien thj eua 4 ehudi sieu thj<br /> mai, sieu thj... ngay cang trd nen than quen vdi tren thj trudng Viet Nam (xem bang 2);<br /> ngudi tieu dQng Viet Nam hPn. Trong sd dd,<br /> chudi sieu thi trd thanh md hinh ban le phd bien<br /> va cd sQc anh hudng Idn nhat (Hong Nguyen,<br /> 2009), ddng thdi su canh tranh giOa cac chudi<br /> <br /> _KHO.A HOC =^<br /> So 38/2010 Thuang Mai 45<br />  QGfiN TRI KINH DOfiNH<br /> <br /> Bang 2 Cac tieu chi duac iQa chon de danh gia nang luc hien th! cua 4 chudi sieu th| lan lUdt<br /> canh tranh hien thi eua 4 chudi sieu thi theo trinh tti nhU sau: ngudi tieu dQng<br /> dupc dieu tra danh gia ve dp quan<br /> Ti£u chi danh mi 1 trpng cQa 12 tieu chi dupe chpn Itia<br /> Dia diem Cl. Can nha (C1, C2 C12) dudi dang bien phi<br /> C2, Giao thong thuan liijn<br /> sd; ket qua danh gia ve dp quan<br /> C3. Dich vu giJi xc thuiin tien<br /> Dicti su khiich hanjz C4, Thanh loan nhanh chong<br /> trpng cua 12 tieu ehi dUde chpn Itia<br /> C5. Su' than thien cua nhan vien ban hang cQa 4 Qng vien (4 ehudi sieu thj - A l ,<br /> C6, Chat luong hang hoa tot A2, A3, A4) dupe tdng hpp thanh cac<br /> Thicl kc va Irifng bay C7. Khong khi Irong .sieu thj sach sc. de chju bien sd fuzzy nhd chUOng trinh<br /> Irong ciJa hang C8. Hang hoa dui,fc triftig bay dep, hdp ly Matlab va dupe trinh bay trong ma<br /> TruyiSn thong hon hdp C9. Hinh anh, lieng tim cua chuoi sieu thi tran bang 3.<br /> CIO, Cd nhieu chUdng trinh xiic lien IhUdng mai hon hdp<br /> Oe xep loai dd quan trpng cua 12<br /> Gia ca C i l . Giaca canhlranh<br /> Phan loai hing hoa C12. Lira chgn da dang ve hiing hda<br /> tieu chi danh gia nay ddi vdi nang liic<br /> <br /> Ha Ndi va Thanh Bang 3: i\/ig i^^^ ra quyet djnh va do quan trong eiia cic tieu chi danh gia<br /> phd Hd Chi Minh dudi dang so fuzzy<br /> dupc lua chpn la dm • • ' T • • - • „ ••'••<br /> <br /> '••" •<br /> • • ^ . - • ' • • • • -<br /> <br /> .\2 • A3 .\4 WtiKhl !|<br /> <br /> die'm tien hanh khao (1 10,17.(1.14. ll,.^l| | l ) , l , 0,48.0.67| |0,58, 0,78, 0,9,1| 1(1,58,0,78. 0,92| ]0,57.(1,77, 0,92]<br /> |O,14,O„'il.0,7l| 10,48.0,68. (1.841 10,48.0.68.0.811 ]0,48. (1,68. 0.84]<br /> sat vi day la 2 thanh Cl |()„1.l),4'J.ll,6»|<br /> C.l |0.,16.l),S.i. (),7,1| |(),16.0,.'>.'i. 0,741 |(1,13, 0,51. 0,7| 10,24.0.42.0,611 10.47.0,67. (1,81|<br /> phd ldn nhat Viet (4 |0,2.'i.».4.1.0.6,1| |0,2». 0.46.0,651 |(),12. 0.51.0,71 10.11. 0.5. ().6«| |0,56. 0.76. (1.9]<br /> Nam va ngudi tieu (,\^ 1(1.26.0,44, 0,6,1| |0,.1I.0,49.(1.6S| | 0 . 1 , 0,48.0.671 I0..1I. (1,5,(1,681 1(1.61,0,81 0,94]<br /> <br /> dQng tai day ed nhu Ch |()„18.0,58, 0,761 |0„Vi,0„16.0,74| |0,.16,0,56. 0.74] | 0 , 1 1 . 0.50.0.691 ]0.62.(1.82. (),95|<br /> <br /> Cl |0„W.O,.S'J, (l,77| 10,4.1.0,6,1. ().«| I0..16.0.55. 0.74] I0..10. 0.49. (1.671 ]0,17.0,56. (1,74|<br /> eau mua sam cae san<br /> (,'» |0.4.().(i.O,77| 10,4.1.0.62. (I.8| |0,35,0,54. 0.721 I0..16. 0.55. (1.711 ]0,18. 0,57. 0.75]<br /> pha'm thudng nhat tai C9 10.42.0,62.0,791 |0„16.0.16.0,741 |0.17.0,.56 0,741 10.17.0.56.0.74] ]0.16. 0.55 0,741<br /> <br /> 4 ehudi sieu thj dupe (11) |(1..12.0,.'il. 0,691 |0,.18.0„'i 8.0.76] 10.10.0,49, 0,6X| |(1.1. 0.48.0,671 10.12.(1,5 2. (1.711<br /> <br /> (11 [0,4,1.0.62. 0.791 |0,18,0„S7.(1.7.'i| 10,17.0.57.(1.751 ](l,15.0.55.0,711 10.62.0.82.0.95]<br /> chpn Ilia hPn. Nghien<br /> ci: |0„W.()..')4. 0,71| 10.15.0„'i4.0,72| |()„15.().54. 0 . 7 1 | ]0.13. 0.5 2. 0,7| 10.11.0.52.0,71]<br /> cQu nay sQ dung 500<br /> mall dieu tra, trong dd<br /> 250 ma'u dieu tra d Ha Npi va 250 ma'u dieu tra tai canh tranh hien thj cua ehudi sieu thj d Viet Nam,<br /> Thanh phd Hd Chi Minh tQ thang 12 nam 2009 cac ket qua d bang 3 dupe binh thudng hda thanh<br /> den thang 2 nam 2010. Trong vdng 43 ngay tien cae gia tri phi fuzzy (xem bang 4):<br /> hanh dieu tra khao<br /> sat, tdng cdng cd 450 ssnaAlQ^ q^Qf^ trgng cua cae tieu ehl danh gia dudi dang cac gia trj phi fuzzy<br /> khach hang tra ldi cac<br /> cau hdi dieu tra hop E)Q quan trpng diiii d ^ g Ga trj phi xe'p<br /> le, do dd ty le hdi dap fja trj fnixy furay h^ing<br /> la 450/500 = 90%. DO CT Can nha 10,57,0,77,0.92] (1,753 4<br /> lieu thu thap dupe sau C2 Giao ihilng ihuiin Ucn 10.48, 0.6K,0.«4| 0,667 6<br /> C3 Dich vu gi/i xc thuan lien 10.47,0.67,0.K3I 0,657 7<br /> dd dupc su dung de<br /> C4 Thanh loan nhanh chdng 10.56,0.76,0,91 0,740 5<br /> xay dting bai toan<br /> CS Sir than lhi(}n cua nhan vien han hang 10.61.0.KI 0.941 0.787 3<br /> fuzzy TOPSIS va<br /> C6 Chat litifng hang hda lot |0,62,O.K2,0.951 0.797 1<br /> dupc tac gia viet phan<br /> Cl Khiing khi sach S(3,de chiu 10.37.0.56,0,741 0,557 9<br /> mem phan tich tren<br /> C8 Hang hiia di/ilc In/ng bay Ji,'p. hdp ly |(),38, 0,57,0,751 0.567 8<br /> nen chUPng trinh<br /> C9 Hinh anh, lieng la'm cua chui'n MCU ihi 10,36,0.55 0.741 0.550 10<br /> Matlab 7.4. Ket qua<br /> CIO C(') nhi(;u chitdng trinh XTTM hi'tn hdp 10,32.0,52.0.711 0,517 12<br /> danh gia xep loai<br /> cn Gia ca canh tranh 10,62,0,82.0,951 0,797 1<br /> nang Itic canh tranh Lila chon da dang ve hang h(ia 10,33.0,52.0,711 0,520 U<br /> C12<br /> <br /> KIIO,\ HOC<br /> 46 Thuong Mai So 38/2010<br />  QOfiN TRI KINH DOfiNH<br /> - ^<br /> <br /> Gia trj phi fuzzy eho Bang 6:Ma tran ra quyet djnh bie'n thien chuan hda cd trgng so<br /> chung ta thay rang, khi<br /> danh gia nang Itic canh Al A2' ' • • A3 A4 •<br /> tranh hien thj eua chudi tl 10,1.0,28.0.53] 1018.0.4.0,661 [036.0.66.0,921 [036.065.0.91]<br /> sieu thj tai Viet Nam, dp C2 [0.17.0.4.0,681 102.043,0,721 [028.0.55.0,841 [027.0.55.0,83]<br /> quan trpng cua eac tieu Ci 10,23,0,5.0,831 10,23.0.5,0.831 [0,2,047. 0,79[ [015.0.38.0.69]<br /> chi danh gia dupc xep C4 10.21.0.47.0.811 1023.0.51,0.851 [026,0,56,0,91] [025.0.54.0,89]<br /> hang lan lUdt tQ tren C5 10.23.0.52.0 871 [027.0.58,0.941 [0,26,0,57,0,92] [0.27.0.59.0,94]<br /> xudng dudi nhU sau; (X) 10.32.0.63,0,951 10,3,0,61,0931 [0,3,06,0,92] 10.26.0,54,0,86]<br /> Chat lupng hang hda tdt C7 10,18,0.41.0,711 10,2,0,44,0741 [0.17,039,0.68] 10.14,0.34.0.61<br /> va Gia ca canh tranh<br /> (,"X 10.19,043.0.741 102.0.45,0751 [0.17,039,0,691 [017,0.4, 0.69[<br /> (0.797); Su than thien<br /> cv [0.19.043.0,741 1017,039,0,691 [0.17,0.39,0.691 [0.17.0.39.0,69]<br /> cua nhan vien ban hang<br /> c;io 10.14,035.0,651 [016,0.4,0711 [0.13, 0.33. 0.631 [013,0.33.0,631<br /> (0.787); Gan nha<br /> cn [0,33.0.65.0.951 [0.29,0.59,0.91 [029.0.58.0,91 [0.28,0.57.0.88]<br /> (0.753); Thanh toan<br /> C12 10.16,0.39.0,711 [016.0.39,0.711 10.16,0.39,0.71] 10.15.0,37,0.691<br /> nhanh ehdng(0.740);<br /> Giao thdng thuan tien<br /> Cac sd fuzzy dUdng nam trong khoang [0, 1],<br /> (0.667); Djch vu gQi xe thuan tien (0.657); Hang<br /> do dd diem tham khao fuzzy ly tudng duong<br /> hda dupc trUng bay dep, hpp ly (0.567); Khdng khi<br /> (FPIRP, A+) va die'm tham khao fuzzy ly tudng am<br /> sach se, de'chju (0.557); Hinh anh, tieng tam cua<br /> (FNIRP, A-) trong nghien cQu nay dUde dmh nghTa<br /> chudi sieu thj (0.55); Ltia chpn da dang ve hang<br /> nhu sau;<br /> hda (0.52) va Cd nhieu ehUdng trinh xQc tien<br /> A"^ = [(1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),<br /> thUdng mai hdn hpp (0.517).<br /> (1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),]<br /> De dam bao cd gia trj fuzzy nam trong khoang<br /> A- = [(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),<br /> [0, 1], qua trinh chuan hda ma tr§n ra quyet dmh<br /> (0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0)1<br /> bien thien dupc thtie hien va ke't qua dupc trinh<br /> Khoang each tQ mdi ehudi sieu th[ Qng vien den<br /> bay d bang 5.<br /> die'm tham khao<br /> Bang 5Ma tran ra quyet dinh bie'n thien duac chuan hda (R) fuzzy ly tudng<br /> dUdng va die'm<br /> Al A2 A3 A4 tham khao fuzzy<br /> (1 [0.18, 0.36. (),57[ 10.32,0,52.0.721 [0.63,0.85, 1] 10.62,0.84,0.99] ly tudng am<br /> C2 [0,36. 0,58. 0,81 [ 10.41,0.63.0.851 10.57,0.81. 1| 10.57,0.81,0.991 dupe trinh bay<br /> (.^ 1(1.49,0.75, 1[ [0.49,0.75 l| 10.44,0.7,0.95] [0.32,0.57,0.831 trong bang 7.<br /> C4 [0.36, 0.62, l).89[ [0.4,0.66,0.941 [0.46,0.74, 1[ [0.44,0.71,0.98]<br /> C5 [0.38. 0.65, ().93[ [0.45.0.72,0.99] [0.43.0.7,0,971 [0.45,0,73, 11<br /> VI, 10.50, 0.77, 1| [0.48,0.74,0.97] [0,48.0.73,0.97] 10.41,0.66, 0.9 [<br /> VI [0.49. 0.74. 0.961 [0.54,0.79, 11 [0,45,0,7,0.92] [0.38, 0.61,0.851<br /> VH 10.51.0.75.0.98] 10.54,0.78, l[ 10.44,0.68.0.91] 10.45.0.69,0.92]<br /> ( ') [0,53.0,78, 1] 10.46,0.71.0.94] [0.47.0.71,0.94] [0.46,0.71,0.941<br /> (til [042. (1,67, (),92[ 10.51,0.76, 1[ [0,4.0,65.0.89] [0.39, 0.64,0.891<br /> ll 1 [0.54,0.79. 1| [0.47,0.72,0.951 10,47.0,71.0.941 10.44,0.69,0.92]<br /> ('12 [0.49,0.75 1] 10.48.0,75. 1| [0.48.0.75, 1| [0.45,0.71,0.97]<br /> <br /> Bsna^/C/ioang each do ludng tQ 4 chuoi sieu thi<br /> <br /> Do dd quan trpng eua cae tieu chi danh gia la ci-<br /> Al ^ 6.9170 f>.32fjy<br /> khac nhau nen ma tran ra quyet d[nh bien thien<br /> /\2 6.73'Jf) ri..*i2 9 7<br /> binh thudng hda cd trpng so dupe tinh toan va ket /S.3. 6.,"5 8 7 9 ,'-.0970<br /> A 4 ri.774('i ri.4.7 1 K<br /> qua dupe trinh bay trong bang 6.<br /> <br /> <br /> So 38/2010 ThirangMai47<br />  QUfiN TRI KINH DOfiNH<br /> " • ^ " ' ' ' • • • ' ' • - " • • •<br /> <br /> <br /> <br /> <br /> Khi khoang each tQ cac chudi sieu thj den sieu thi cua Phap); dQng thQ 3 la Hapromart (chudi<br /> FPIRP va FNIRP dUpe xac d|nh, gia trj CC dupe sieu thj quy md nhd cua Viet Nam) va dQng cudi<br /> tinh toan cho ket qua the hien trong bang 8; eung la ehudi sieu thi khdng Id cua OQc. Ket qua<br /> Bang 8,' He so gan gui CC danh gia nay phan nao tUOng thich vdi cac ket qua<br /> danh gia khac ve thi trudng ban le Viet Nam gan<br /> CC, CC, CC, CC4 day. Vi du; theo danh sach 500 nha ban le hang<br /> 0.4777 0.4921 0.5041 0.4886 dau khu vtic Chau A Thai Binh Duong nam 2009<br /> cd sti hien dien cua 10 doanh nghiep Viet Nam,<br /> Trong dd, chi sd CCI eua chudi sieu thi dau trong dd Sai Gdn Co.opmart dQng v| tri thQ 3 va<br /> tien (Metro Cash & Carry) dupe tinh toan eu the Big C dQng vi tri thQ 5; theo bao cao thudng nien<br /> nhu sau; ve thi trudng ban le cua Bp Tai chinh nam 2009,<br /> Sai Gdn Co.op mart hien cung la nha dah dao thj<br /> 6.3269<br /> CC, =• = 0.4777 trudng, theo sau la Big C.<br /> d;+d; 6.917 + 6.3269 Nhu vay, phuong phap fuzzy TOPSIS dupc<br /> thiet ke de giai quyet cac van de ra quyet d[nh khi<br /> Neu ehu(5i sieu thi nao cd he sd gan gui gan ed da nhan td anh hudng vdi eae dO lieu bien dd'i<br /> bang 1 nhat la cd khoang each den die'm tham va dupc phat trie'n de tim ra giai phap/Qng vien tdi<br /> khao ly tudng duong gan nhat va khoang each de'n uu nha't trong cac giai phap/Qng vien. ChQng ta<br /> die'm tham khao ly tudng am xa nhat. Ndi each can chuyen ddi ma tran ra quyet d|nh thanh ma<br /> khac, he sd gan gui cang ldn thi bie'u hien ve nang tran ra quyet dmh bien thien va xay dting ma tr^n<br /> lUc canh tranh hien th| cua ehudi sieu thj dd cang ra quyet dmh bien thien ed trpng sd khi da xac<br /> tdt. Theo ket qua tO bang 8 chQng ta thay rang; d|nh dupe dd quan trpng cQa cac tieu chi danh gia.<br /> CC3 > CC2 > CC4 > CC1. Dieu nay ed nghla la, PhUPng phap nay dSc biet hQu ich va dupe Qng<br /> theo danh gia cua ngudi tieu dung, Sai Gdn dting rdng rai trong nhieu lmh vtic, tQ danh gia<br /> Co.opmart la ehudi sieu thj ed nang Itic canh tranh hieu qua hoat ddng cua cac doanh nghiep trong<br /> hien th| dQng dau Viet Nam, tiep theo dd la Big C, cung mpt nganh, danh gia xep hang cae web-<br /> Hapromart va cudi cung la Metro Cash & Carry. site... eho den Itia chpn cac dti an/chien lupc tdi<br /> 3. Ket luan va de xuat Uu. Cac bai toan ve fuzzy TOPSIS ludn la mdt de<br /> Bai nghien cQu nay trinh bay mot quy trinh tai ndng bdng dupe cac nha khoa hpe qude te<br /> khoa hpe de danh gia nang liic canh tranh hien thi quan tam va cap n h a t . *<br /> cua mdt sd chudi sieu th; Viet Nam bang each sQ<br /> dung cae sd fuzzy de dieh giai cac bien phi sd khi Tai lieu tham khao:<br /> can ed su xem xet, can nhae cua eac chuyen gia<br /> danh gia; sau dd Qng dung each tiep can ra quyet 1. Agro Vietnam, Food consumption survey in<br /> dmh khi ed da nhan td anh hudng de tdng hpp cae Hanoi and Hoehiminh city - facts and out looks, 11<br /> quyet d|nh nhdm. PhUdng phap TOPSIS md rdng - 60,2008.<br /> trong mdi trudng fuzzy (mdi trudng ed nhieu bien 2. Hong Nguyen, Viet News on 16th March, 2009<br /> ddng) dupc tan dung de xe'p loai cae chudi sieu thi 3. Hwang, C. L., & Yoon, K, Multiple attribute<br /> theo nang Itic canh tranh hien thj eua chQng. Xep decision making methods and applications, a<br /> loai dd quan trpng cua cae tieu ehi danh gia nang state-of-the-art survey. New York; Springer -<br /> luc canh tranh hien th| eho tha'y rang; ngudi tieu Verlag, 1981.<br /> dQng Viet Nam rat quan tam den gia ea, chat 4.Koelemeijer, Kitty and Harmen Oppewal,<br /> lupng hang hda va su than thien cQa nhan vien Assessing the effects of assortment and ambi-<br /> ban hang khi mua sam tai cac chudi sieu th|. Hon ence: a choice experimental approach, Journal of<br /> nOa, viec xep hang bdn chudi sieu thj dien hinh Retailing, 75 (3), 319,- 345, 1999.<br /> eOng chi ra rSng; Sai Gdn Co.op mart (chudi sieu 5. Lambert, Z.V, An Investigation of older con-<br /> th| Viet Nam) hien dang dQng dau ve nang liie sumers: unmet needs and wants at the retail level,<br /> canh tranh hien thj; dQng thQ hai la Big C (chudi Journal of Retailing, 55 (4), 37 - 57, 1979.<br /> KHO.X HOC<br /> 48 Thuang Mar So 38/2010<br />  QOflN TRI KINH DOfiNH<br /> <br /> 6. Levy and Weitz , Retailing Management, NGHIEN ClJfU AP DUNG<br /> McGraw - Hill/lnA/in Publisher, July, 2009.<br /> 7. Michel Laroehe, Frank Pons, Nadia Zgolli,<br /> Marie - Ceeile Cervellon, Chankon Kim, A model (Tiep theo trang 42)<br /> of consumer response to two retail sales promo-<br /> tion techniques. Journal of Business Research, 56<br /> (7), 513-522, 2003. Tai lieu tham khao:<br /> 8. Mulhern, FJ and Padgett, DT, The relation-<br /> ship between retail price promotions and regular 1. Uy ban nhan dan Thanh phd Hd Chi Minh,<br /> price purchases, J Mark, 59 (4), 83 - 90, 1995. Ke hoach hanh dgng dam baa ve sinh an toan<br /> 9. Richard Leech, Vietnam retail property mar- thuc pham nam 2006 -2010 kem theo Quyet dinh<br /> ket: Supply, Demand & Pipeline projects, CB 2596/QD - UBND - TP. HCM 14/6/2007.<br /> Richard Ellis Report, 27th January, 2010. 2. 037/04VIE - Phat trien he thong GAP cho<br /> nhi san xuat vi xua't khau Thanh long d Tinh Binh<br /> Summary Thuin va Tien Giang - Bd Ndng nghiep va Phat<br /> trie'n ndng thdn, 8/2005.<br /> Decision making is the process of seeking the 3. Hdng Van, Can ed GlobalGAP de xua't khau<br /> optimal option among the possible ones. In the rau qua, Thdi bao Kinh te Sai Gdn Online,<br /> traditional methods of making decision among 25/6/2009.<br /> many different influential factors, the rating and<br /> the importance of evaluation criteria are often cal- Summary<br /> culated accurately. The decisions are made<br /> depending on the subjective opinions of the indi- Since its official membership of WTO, Vietnam<br /> viduals and commonly cannot be expressed accu- has implemented its commitments in all socio-<br /> rately by quantified values, so they are more like- economic aspects. In the field of food production<br /> ly to be ambiguous and vague. Therefore, the use and trading, Vietnam is committed to implement-<br /> of fuzzy concepts in case decisions are to be ing SPS Agreement on plant quarantine and food<br /> made among many different influential factors is sanitary. Successfully implementing these com-<br /> becoming more appropriate and commonly mitments will be a great opportunity for Vietnams<br /> applied by recent scientific research. TOPSIS agricultural products to penetrate the global mar-<br /> method is designed to be applied in fuzzy envi- ket. However, a big technical barrier for our agri-<br /> ronment in order to seek the optimal options by cultural products when exported to foreign coun-<br /> measuring the fuzzy distance from the lowest fron- tries is we have to ensure the safety for the con-<br /> tier of the options, then using their similarities to sumers, provide origin of the products and ensure<br /> rate. In other words, this method considers the the constant and continuous supply. Therefore,<br /> issue when there are influential factors on m many agricultural production and food trading<br /> options which are rated on n criteria and evaluat- units are earing much about the application of<br /> ed by k experts, applying the concept that the advanced models to ensure the food sanitary. The<br /> option to be chosen is the one with not only the GAP (Good Agricultural Practices) model is highly<br /> shortest distance from the ideal positive solution appreciated by producers, food sanitary control<br /> but also the longest distance from the ideal nega- agencies and policy makers. In this context, the<br /> tive solution. In this paper, the author evaluates article has studied the nature of GAP, its condi-<br /> the competitiveness of 4 supermarket chains in tions and application possibilities as well as solu-<br /> Vietnam to illustrate the use of this method in rat- tions to applying it in business to ensure food san-<br /> ing business activities. itary in Vietnam.<br /> <br /> <br /> <br /> <br /> _KH0.AH0C<br /> So 38/2010 Thuang Mai 49<br />