Vai trò của nhà bán lẻ hiện đại để người Việt Nam thực sự dùng hàng Việt Nam

NGHIENCUU-TRAODOI<br /> <br /> <br /> Nhvhag tin h i e u lac quan uoc van ddng<br /> <br /> <br /> C<br /> te', chinh s a c h n a y d a gay<br /> ra mot hieu ijfng ngifdc. Ddi vdi P h a t trien CNPT d a d e n luc "Ngildi Viet Nam ilu<br /> cac h a n g cd ten tudi dang cd s a n c a n cd nhiing b i e n p h a p quye't tien d u n g h a n g Viet<br /> p h a m Idp r a p tai Viet Nam nhii liet de thiic day cac n g a n h cdng Nam" la m o t no lilc Idn ho trd<br /> Toyota, Ford, Sony, P a n a s o n i c , n g h i e p chinh c u a nildc ta. Bo hang hda Viet Nam canh<br /> LG, Samsung, Daewoo... thi didu trildng Bo Ke h o a c h - Ddu til Vd t r a n h t r e n thi trildng noi dia<br /> quan trong nha't la uy tin cua Hdng Phuc cho biet, Viet Nam vdi vai trd t h a m gia quan trong<br /> thUdng hieu. Vi t h e , khi cac Cty d a c b i e t chu t r o n g tdi c a c dd'i cua cac n h a b a n le Viet Nam.<br /> trong n\idc k h d n g cd k h a n a n g t a c chie'n lildc va cac Cty d a Tuy n h i e n , de ngifdi Viet Nam<br /> cung ling linh k i e n t h e o tieu qud'c gia trong viec p h a t buy tdi "thilc sil" dung h a n g Viet Nam,<br /> c h u a n "san" thi ho van p h a i NK da n a n g lilc ddu til cho n g a n h k h d n g t h e chi dila vao tuyen<br /> du bi d a n h thue cao. Vi thue NK CNPT Viet Nam. T r e n thilc t e , truydn va giam gia; chiing ta<br /> cao, n e n s a n p h a m Idp r a p tai cac nildc cd vd'n FDI n h i e u tai cdn m o t md hinh hdp tac thilc<br /> Viet Nam k h d n g c a n h t r a n h so<br /> Viet Nam cung mud'n giiip dd sil hildng ve ngildi tieu diing<br /> vdi cac s a n p h a m Idp r a p cung<br /> p h a t trien n g a n h CNPT nildc ta. Viet giila n h a b a n le va nha<br /> loai trong khu vi/c. Vi k h d n g<br /> Trong budi tiep Chu tich VCCI s a n xuat.<br /> c a n h t r a n h n e n k h d n g XK difdc.<br /> Vu Tien Loc, Dai sil N h a t B a n<br /> Vi k h d n g XK dildc n e n qui md Nha ban le h i e n dai va<br /> t a i Viet Nam M. S a k a b a n h a n<br /> s a n xuat, s a n lUdng n h d . Vi s a n chvtdng trinh "Ngtfdi Viet<br /> m a n h rang, viec nd'i lai ODA se<br /> lUdng nhd n e n k h d n g khuye'n Nam vta t i e n diing hang Viet<br /> gdp p h d n q u a n t r o n g trong<br /> khich cac DN FDI bd vdn vao Nam"<br /> chuyen dich CNPT, vi p h a t t r i e n<br /> n g a n h CNPT tai Viet Nam. Cai De hildng ilng childng trinh<br /> n g a n h n a y cdn vd'n Idn. Ngai<br /> vdng luan quan n a y xuat p h a t tu "Ngildi Viet Nam ilu tien dung<br /> Dai sil ndi: "Tdi mong m u d n cd<br /> mot khuynh hifd'ng t a m ly cho h a n g Viet Nam" Saigon Coop<br /> the siJ dung ngudn vd'n ODA vao<br /> rdng, cac Cty FDI k h d n g m u d n<br /> p h a t t r i e n CNPT d Viet Nam". Cling 82 n h a s a n xuat trong<br /> tang ty le noi dia hoa de difa cac<br /> Cac ngudn vdn til cdc dd'i t a c nildc thilc h i e n childng trinh<br /> linh kien, phu tiing iH nifdc<br /> nildc ngoai va huy ddng til trong giiJ c h a n ngildi tieu dung bang<br /> minh sang. Nhifng mot cuoc didu<br /> nifdc se t a p trung ddu tif cho h a n g Viet Nam chat lilijng cao<br /> tra doc lap ciia AC Neilson cho<br /> cac noi dung sau: Xay dilng qui bao gdm \aec b a n h a n g giam<br /> thay, khdng Cty FDI n a o mud'n<br /> h o a c h t d n g the p h a t t r i e n gia til 5 - 30%; hdn 1.400<br /> NK linh kien vi gia t h a n h cao va<br /> CNPT; xay diing cac trung t a m p h d n qua t a n g cho khach<br /> thdi gian giao h a n g c h a m . Ho<br /> d a o t a o k i n h d o a n h va cdng h a n g d a n g tinh tidn tai qudy<br /> chi NK linh kien khi k h a n a n g<br /> cung cap cua DN b a n dia k h d n g n g h e , cac trung t a m ho trd ky khi cd hoi chudng may mdn<br /> dap ijfng dUdc tieu c h u a n "san". t h u a t cho DN vila va n h d ; x a y vang len mdi ngay; khach<br /> Do dd, van dd cdn lam hien nay diing cd sd dil lieu cua cac DN h a n g dildc mdi dung thuf san<br /> la giam thue NK linh kien n h d m trong n g a n h CNPT; thilc h i e n p h a m . . . Tdng gia tri cac<br /> giam gia t h a n h , t a n g tinh c a n h cac bien p h a p ilu dai cho CNPT childng trinh khuydn mai va<br /> t r a n h cua s a n p h a m l a p r a p tai (ho trd huy d d n g vd'n, d a o t a o qua t a n g t r e n k h o a n g 6 ti<br /> Viet Nam. Tijf dd, md hufdng ra ngudn n h a n lilc, cung cap t h d n g ddng. Ngoai ra Saigon Co.op<br /> XK va tang qui md s a n lifdng, tin vd cdng n g h e , t h a m gia trien cdn td chilc 32 chuyen b a n<br /> kich thich cac DN FDI ddu tif lam hoi chd...). Theo cac chuyen h a n g lilu ddng phuc vu ba con<br /> vao n g a n h CNPT tai Viet Nam. gia, viec p h a t trien CNPT la m o t tai 7 huyen \aing ven, TP. HCM<br /> Ddn lildt minh, cac Cty FDI h o a t qua trinh lau dai, k h d n g difdc va tai 5 khu cdng nghiep, khu<br /> ddng trong n g a n h CNPT se kich n d n g vdi va p h a i t h e o m o t Id che x u a t cua t h a n h phd. Dai<br /> h o a t cac Cty noi dia trong linh trinh tudn til nhif sau: Xac dinh d i e n cua Saigon Co.op cho<br /> vi/c nay, tifdng ti/ nhiT si/ x u a t dd'i tac va phildng a n ke h o a c h ; bidt, thdng qua cac ddt khuye'n<br /> hien cua Metro, Big C, Pakson Cung CO cd sd p h a p ly cho p h a t m a i , d o a n h thu cua cac DN<br /> buoc Intimex. Fivimart, Saigon trien CNPT; Ufa chon deu t a n g . Dieu n a y ndi len<br /> Cop. mart p h a i ddi mdi. rdng khdng chi ngifdi tieu dung<br /> (Xem tiep trang 7)<br /> 4 I THUOHG MAI So 12/2010<br />  NGHrCNCliU-TRAOBtl<br /> <br /> <br /> =>.?<br /> Vai trd cua nha ban le hien da I de<br /> M t VIET NAM THIfC SK DUNG HANII VIET NAM<br /> • Th.S NGUYEN HOAI NAM p h a m cdn lai se r a t khd tieu thu thj la n h d gia re hdn h a n g n h a p .<br /> Cd sd II, Dai h o c Ngoai ThtToTng ndi k h a c . Dd la chifa ke viec Nhifng h i e n ngifdi tieu diing sdn<br /> - tai TP.HCM t h a n h t o a n c h a m sau 1 5 - 2 0 s a n g m u a m d n h a n g ngoai gia<br /> n g a y giao h a n g khie'n ngifdi cao, thdi gian siJ dung k h d n g dai<br /> n d n g d a n k h d n g cd vdn de tiep nhifng m a u m a mdi la va bd qua<br /> m a ca n h a s a n xuat, cac ddn vi<br /> tuc tai s a n xuat. d d n g h a n g ndi tuy b e n nhifng<br /> p h a n phdi s a n p h a m cung dil^c<br /> hildng Idi. Mot nguyen n h a n k h a c khie'n kieu d a n g k h d n g t h a y ddi trong<br /> lifqing h a n g ndi trong sieu thi tijt m o t thdi gian dai. Ba Dildng Thi<br /> Theo k e t qua sd bo thi ty<br /> giam la bdi che do h a u m a i sau Q u y n h Trang, phu t r a c h t h d n g<br /> trgng h a n g noi trong k e n h p h a n<br /> b a n h a n g ciing nhil cac chifdng tin dd'i ngoai cua h e t h d n g Big C<br /> phdi hien dai tang d d n . Cy t h e ,<br /> trinh khuye'n m a i cua h a n g ndi cho bidt: "Ngay ca m a t h a n g dd<br /> cd nhiing sieu thi trildc day dildc<br /> r a t t h a p , k h d n g qua 2 0 % tdng chdi tre em, m a u m a h a n g Viet<br /> m e n h d a n h la "thien dildng cua<br /> gia tri khuye'n m a i d cac sieu thi. Nam Cling n g h e o n a n n e n d a so<br /> h a n g ngoai" nhif MaxiMark thi<br /> Didu n a y khie'n lifdng h a n g b a n s a n p h a m deu do Big C d a t mua<br /> nay h a n g noi cung da chiem tdi<br /> tuf c a c n h a cung cap<br /> 70% d o a n h sd. H a n g<br /> nildc ngoai. Ngoai dd<br /> trong nifdc ciing chiem<br /> chdi, n h i e u m a t hang<br /> ddn 9 5 % h a n g h d a tai<br /> n h a be'p, dd gia dung,<br /> he thdng Big C.<br /> hang phi thUc pham<br /> Tuy dildc ho trd tuf<br /> Big C cung mua tif<br /> he thd'ng p h a n phdi,<br /> nhiJng Cty Idn d cac<br /> nhifcjc diem cd hilu cua<br /> nildc khu vifc c h a u A.<br /> h a n g ndi van la thifdng<br /> hieu chila difdc n h a n<br /> biet rdng rai, k h a n a n g<br /> I<br /> <br /> f,«<br /> Cac m a t h a n g qudn do<br /> may sdn trong<br /> m a u m a k h d n g chi ddn<br /> nildc,<br /> thie't ke', sang tao k e m pi<br /> n e n ngheo n a n ve m a u f; dieu, m a gia lai cao, chi<br /> m a , ky n a n g tiep thi ^ d a p ling cho bd p h a n<br /> cdn h a n che' n e n hieu nhd ngifdi tieu diing la<br /> qua khuye'n mai chifa cao. ra t a n g k h d n g d a n g k e , anh c a n bd \aen chilc. Cdn n h u cdu<br /> hifdng d e n d o a n h thu. Mot thilc r a t Idn la ngifdi lao d d n g cdn<br /> Dd'i vdi m a t h a n g n d n g s a n ,<br /> t r a n g k h a c la viec k i n h d o a n h nhieu kieu q u a n a o d a d a n g va<br /> cac n h a cung ca'p van dang duTng<br /> h a n g ndi lai it hdn h a n g ngoai p h a i cd n h i e u mufc gia khac<br /> trifdc n h a n g t h a c h thufc k h d n g<br /> d a n d e n viec cac sieu thi giam n h a u de c h g n thi lai bi bd qua".<br /> nhd ve nhiing yeu cdu n g a t<br /> ngheo cua sieu thi ve c h a t lildng n h a p h a n g ndi. Kenh p h a n phdi h i e n dai da<br /> VATSTP, chiing chi vd q u a n ly Ngoai cac ye'u td ve chat ho trd td't childng trinh "Ngifdi<br /> c h a t lifdng, thdi gian cung c a p , lifdng, m a u m a , k h a u marketing, Viet Nam ifu tien diing h a n g Viet<br /> quy trinh bao quan ddng gdi, van h a n g noi cdn thua tren s a n n h a Nam", tuy n h i e n sil ho trd 'dd<br /> chuyen. Ngoai ra sieu thi chi lay do ye'u td xa hoi: Hang ndi trifdc cdn r a t bi ddng. Nha b a n<br /> s a n p h a m loai 1, n e n cac s a n day chiem ty le cao trong sieu le h i e n dai chila chu ddng '^^<br /> <br /> THUOHG MAI S o 12/2010 I 5<br />  NGHIENCUU-TRAODOI<br /> <br /> <br /> C ^ tham gia vao qua trinh - Sil chu ddng trong nghien lifdng, thie't ke san pham, san<br /> dinh hildng san xuat cho phii cilu thdng tin: cac nha ban le xuat, quan ly chudi cung ilng,<br /> hdp vdi nhu cdu cua thi trildng. khdng cdn phu thuoc nhieu vao kho van) de cd difdc nhiing<br /> Vai trd mdi cua nha ban le thdng tin thi trildng til nha san hang hda dap ufng muc tieu<br /> trong kenh phan pho'i hien dai xua't, ho til nghien cilu va ndm thda man td't nhat nhu cdu cua<br /> bat thdng tin de hoat ddng. Vdi khach hang tieu diing.<br /> Sau thdi ky bao cap, Viet<br /> Nam chiing kien siI phat trien ngudn thdng tin trilc tie'p cd Md hinh truyen thd'ng trong<br /> manh me, tich cilc cua he dildc trong hoat ddng hang ngay, quan he chufc nang giila nha san<br /> thd'ng phan phd'i. Sil phat trien nha ban le ludn anh hildng den xuat va nha ban le vdi viec tildng<br /> kinh te, xa hoi da tao cho ngifdi chilc nang san xuat va logistics tac cdng viec giila hai ben chi<br /> tieu diing mot vi tri quan trong cua nha san xuat. thdng qua kenh: mua hang (nha<br /> cd tinh dinh hifdng cho moi Vdi vai trd la khau tie'p xuc ban le) - ban hang (nha cung<br /> boat ddng san xuat. Nganh ban trilc tie'p cud'i ciing vdi ngifdi cap) gay nhidu han che. Vi du<br /> le ngay cang chuyen nghiep, tieu diing, nha ban le phai nhil tinh trang "thdt cd chai" vd<br /> manh me va chu dong hdn tildng tac chat che va todn dien thdng tin, ban che tildng tac tnfc<br /> trong boat dong cua minh. U'u vdi nha san xuat trong cac hoat tie'p giila cdc bd phan chile nang<br /> thd Idn nhat cua nha ban le la ddng chilc nang (mua hang, ban lien quan cua hai ben.<br /> viec tie'p xiic trilc tiep vdi ngildi hang, marketing, quan ly hang Vdi boat ddng ban le d quy<br /> tieu diing cudi ciing. Quydn lilc hda, ky thuat, quan ly chat md Idn, cac nha ban le hien dai<br /> Idn cua nha ban le chinh la<br /> bie't difdc ngifdi tieu diing mud'n Hinh 1: Mo hinh truyen thong trong quan h# chiic nang giua nha<br /> cai gi. san xua't va nha ban ie [2]<br /> Vai trd va mdi quan he cua N<br /> N Marketing H<br /> nha ban le trong kenh phan H Marketing<br /> A<br /> phd'i hien dai da cd nhieu A t<br /> Ky thuat<br /> chuyen bien. Mot sd' bieu hien<br /> cua siI chuyen bien nay:<br /> - Sil chu dong trong boat<br /> B<br /> A<br /> r<br /> Quan ly<br /> Mua<br /> hang<br /> Ban /<br /> hang<br /> ang \<br /> Thiet ke<br /> <br /> 1<br /> i<br /> S<br /> A<br /> N<br /> \ San xuat<br /> dong cua nha ban le: cac DN<br /> ban le da til chu vd ngudn hang<br /> bdng each mua diJt ban doan de<br /> N<br /> <br /> L<br /> I<br /> chat lUdng<br /> <br /> Quan ly chuoi^ I* X<br /> U<br /> kinh doanh. cung L/ng \^ Kho van A<br /> E<br /> T<br /> - Sil phat trien thildng hieu<br /> cua cac nha ban le d ca hai khia Hinh 2: Mo hinh quan h| chiJc nang theo chieu ngang giOa<br /> canh: ten tudi cua cac nha ban nha san xua't va nha ban le [2]<br /> le va cac san pham mang<br /> thifdng hieu cua nha ban le.<br /> N Mua<br /> - SiI tap trung trong boat H<br /> ddng kinh doanh ban le: xuat A Marketing<br /> hien cac nha ban le cd quy md<br /> Ky thuat<br /> Idn; thi phdn ndm trong tay cua B<br /> mot so nha ban le. A Quan ly<br /> - Stf tifdng tac ngang giila cac N chat lUOng<br /> nha ban le vdi tildng tac doc<br /> giiJa nha ban le va nha cung cap L Quan ly chuoi<br /> tao nen sil da dang, nhieu lila E cung Ling<br /> chon trong boat ddng ban le.<br /> 6 I THUOHG HAI So 12/2010<br />  NGHIEN CU^-TRAOBOi l l l l l i<br /> <br /> cd the td chilc quan h e chilc hien dai Idn cua Viet Nam ddu Nha b a n le h i e n dai se lila<br /> n a n g theo chidu ngang giila n h a a p d u n g md h i n h truyen thd'ng c h o n n h i i n g n g a n h h a n g cd ty<br /> b a n le vdi n h a s a n xua't. Md trong quan he chilc n a n g vdi n h a t r o n g tieu thu cao trong k e n h<br /> h i n h n a y cd ifu diem de n h a n s a n xua't. Phong m u a h a n g di p h a n phd'i, cd Idi t h e so s a n h<br /> thay: t h u a n tien trong tifdng t a c tim cac ngudn h a n g cd s d n de cua n h a s a n xua't ndi dia de thilc<br /> trilc tie'p giila cac bd p h a n chilc tung vao h e thd'ng ciia m i n h chil hien md hinh quan he chilc<br /> n a n g cua hai b e n de cd nhiing chifa chu ddng dinh hildng cho n a n g theo chidu n g a n g vdi n h a<br /> giai p h a p td't n h a t cho viec p h a t n h a s a n xua't difa ra sdn p h a m cung c a p . Cac n g a n h h a n g k h a c<br /> trien san p h a m , marketing, cung nhif the' n a o de cd thd b a n de vdn gill md hinh truydn thdng de<br /> ling h a n g hda d a n g trong h e thd'ng p h a n phd'i d a m b a o hieu qua h o a t dong.<br /> Tuy n h i e n , n e u n h a b a n le h i e n dai. Dd'i vdi m o t so n h a s a n xua't<br /> ap d u n g md h i n h n a y trong T r o n g trifdng h d p c u a Viet Viet Nam m a thifdng h i e u cdn<br /> q u a n tri t a t ca cac n g a n h h a n g Nam, de h a n g Viet Nam t h a t chifa n d i t i d n g , quy md nhd;<br /> vdi t a t ca cac n h a cung c a p thi sil thu h u t difdc sil tieu thu cua n h a b a n le cd t h e dp d u n g md<br /> d a y se la cdng viec td'n rat thi trifdng noi dia, n h a b a n le h i n h q u a n h e chilc n a n g t h e o<br /> nhidu thdi gian va n h a n lilc. p h a i chu d d n g t a o ra cdc m a t chidu n g a n g va sut d u n g c h i n h<br /> Giai p h a p cd the la ke't h d p hai h a n g phii h d p thi hie'u, nhu thildng hieu c u a n h a b a n le cho<br /> md h i n h n a y trong q u a n trj cdu c u a ngifdi tieu diing ndi dia s a n p h a m difdc t a o r a - t a o r a<br /> n g a n h h a n g : siJ d u n g md h i n h bang each: "thildng h i e u rieng". Chie'n lifdc<br /> quan he chilc n a n g t h e o chieu n a y l a m cho n h a b a n le trd<br /> (1) Nghien cilu cac xu hifdng<br /> n g a n g cho n g a n h h a n g chinh thanh "nha san xua't khdng<br /> tieu dung, n h u cau thi trifdng<br /> vdi n h a cung ca'p c h i n h ; t r o n g n h a may".<br /> t h d n g qua cac so lieu, thdng tin<br /> khi a p d u n g md h i n h truyen Nhif vay, ne'u cd sil h d p t a c<br /> cd dildc trong cdng viec ban<br /> thd'ng cho cac n g a n h h a n g it c h a t che giila n h a b a n le va n h a<br /> h d n g h a n g ngay cua minh<br /> quan trong hdn. s a n xua't vdi m u c tieu hildng vd<br /> (2) Trien khai cac t h d n g tin<br /> ngildi tieu diing, h a n g Viet Nam<br /> Nha ban le h i e n dai trong cd difdc trong h e thd'ng noi bo<br /> c h a c c h a n k h d n g cdn de'n tuyen<br /> h^p tac vdi nha san xuat Viet cua m i n h va trao ddi thdng tin<br /> truydn, khuye'n khich m a cd the<br /> Nam chidu ngang theo chiJc n a n g vdi<br /> thilc sil til lilc c a n h t r a n h t r e n<br /> Kenh p h a n phd'i h i e n dai, n h a s a n xua't.<br /> thi trildng ndi dia. Ngildi tieu<br /> m a n g lifdi b a n le c u a nildc ta (3) Len ke h o a c h d a t h a n g cu d u n g Viet Nam lila c h o n h a n g<br /> nhiing n a m gdn d a y d a van the vdi n h a s a n xuat Viet Nam vi sil t h o a m a n cua<br /> minh, h i e n dai hdn trildc. T h e o b a n t h a n h a n g h d a m a n g lai;<br /> (4) Giam s a t , didu chinh viec<br /> thd'ng ke cua Bo Cdng Thildng, cdn dd la h a n g Viet Nam la m o t<br /> d a t h a n g t h e o b i d n d o n g ciia<br /> n a m 2 0 0 5 , ca nifdc cd k h o a n g ly do de til h a o •<br /> thi trifdng.<br /> 200 sieu thi, 30 trung tam<br /> thildng m a i va gdn 1.000 ciJa<br /> h a n g tien ich h o a t d d n g tai<br /> d d n g m a r k e t i n g ; td chilc ddu<br /> 3 0 / 6 4 tinh t h a n h . De'n t h d n g VI SAO... md'i cho p h a t t r i e n CNPT.<br /> 4 / 2 0 0 8 , con sd' n a y da tang<br /> (Tiep theo trang 4) T h e m m o t tin hieu lac quan<br /> g a p ddi va dif kie'n de'n n a m<br /> nila de chiing ta ky vong tifdng<br /> 2 0 1 0 s e cd k h o a n g 7 0 0 - 7 5 0<br /> n g a n h / s a n p h a m ifu tien; thie't lai p h a t trien td't d e p cua CNPT<br /> sieu thi, 150 trung t a m thifdng<br /> l a p tidn dd v a t c h a t , d a n h gid nifdc ta, t h e o dng Ngd Van Tru,<br /> m a i va h a n g c h u e n g a n cila<br /> n a n g li/c cua cac DN h i e n hdu; Phd Vu trildng Vu Cdng n g h i e p<br /> h a n g t i e n ich. Rieng TP.HCM<br /> d a o t a o , hua'n l u y e n t h a y ddi n a n g , Bd Cdng Thifdng, C h i n h<br /> d a cd 82 sieu thi va 2 2 t r u n g<br /> n h a n thilc; thie't l a p cd sd dil phu da giao cho Bd Cdng Thifdng<br /> t a m thifdng m a i .<br /> lieu ve CNFF; lap d a n h m u c cac xay diing m o t nghi dinh vd p h a t<br /> Hien nay, cac n h a b a n le cdng cu tai chinh; thue d a y h o a t trien CNPT •<br /> <br /> THUOHGMAI So 12/2010 I 7<br />