VAN Dfe HOM NAY<br />
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XAY DinVG THlTONG HIEU CHO NGANH<br />
' DET MAY VIET NAM<br />
; ' Ths. Pham Thi Minh Hien<br />
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TJ^ Ddi<br />
huang hieu duac coi Id tdi sdn vd hinh ciia doanh nghiep, qua do, ngudi tieu dung cd thi<br />
cdm nhdn, ddnh gid vd phdn biet giira sdn pham vd dich vu cua doanh nghiep ndy vdi<br />
doanh nghiep khde.<br />
d vdi ngudi tieu diing. pham tdi. Chat lugng la mdt nghiep djnh gia cao, tang them<br />
thuong hieu duge coi la mdt sy phan eua thuang hieu va trong thj phan, thu dugc lgi nhuan<br />
dam bao ve chat lugng tir phia da sd tnrdng hgp chat lugng hap dan hon, giam thieu anh<br />
nha san xuat, duge djnh hinh phai cd trudc rdi mdi ban den hudng cua cac ddi thii canh<br />
qua mdt qua trinh trai nghiem thuang hieu. tranh, giam thieu tac ddng<br />
va diic ket khi sir dung san xau trong dieu kien khiing<br />
- Tgo ra su khac biel vd<br />
pham, djch vu mang thuong hoang thi trudng va la sy dam<br />
long trung thdnh cita khach<br />
hieu dd. Thuang hieu dugc bao tdt cd lgi the trong dam<br />
hdng. Mdt thuang liieu tdt lani<br />
coi nhu sy xac nhan cua doanh phan, hgp tac kinh doanh. Cd<br />
cho khach hang cam nhan nd<br />
nghiep ddi vdi khach hang ve the ndi thuong hieu doanh<br />
khac vdi thuang hieu khac, tin<br />
ngudn gdc va gia trj ciia san nghiep hay thuang hieu san<br />
tudng vao chat lugng. yen tam<br />
pham, djch VLi cung cap. Va .pham ciia doanh nghiep d<br />
va ty hao khi sir dung san pham.<br />
do dd, thuang hieu giiip khach mdt mirc do nao dd ciing gdp<br />
hang giam thieu nhirng riii ro - Tgo ra sire thu hiit. phan tao dyng nang lyc canh<br />
cd the phai ganh ehju khi mua Thuang hieu tdt de thu hut tranh doanh nghiep va ngugc<br />
san pham, djch vu cua doanh khach hang mdi. thu hiit vdn lai, nang lyc canh tranli cua<br />
nghiep nhu nhirng sai hdng ve dau tu, thu hilt nhan tai. doanh nghiep cung duge phan<br />
tinh nang, nhiing nguy hai ddi Ddi vdi nganh det may, anh phan nao qua siic manh<br />
vdi sii'c khoe, su lira gat ve mat vai trd ciia thuang hieu rat cua thuong hieu doanh nghiep<br />
gia Uj, nhiing riii ro ve niat xa quan trgng. Khdng ed mdt hoae ciia thuang hieu san<br />
hdi va nhung phi tdn ve mat thii hang hoa nao ma thuang pham ciia doanh nghiep dd.<br />
thdi gian hao phi trong trudng hieu dugc nhac den nhieu Mdt lanli dao eua Tap<br />
hgp san pham khdng dam bao. nhu hang det may. Ngudi ta doan det may Viet Nam da lay<br />
Cho den nay, tai Viet ndi den hang hieu trong may vi du: Khi san xuat ao sa mi<br />
Nam, ehua cd dinh nghTa "mac nhieu hon trong bat cir danh cho nam gidi, neu tinh<br />
mang tinh phap ly ve thuong ITnh vyc nao khac. Trong dieu elii phi mua vai, cdng may va<br />
hieu nhung thuong hieu va kien Viet Nam da tra thanh cac chi phi khac thi gia thanh<br />
xay dimg thuong hieu la van thanh vien eua WTO thi viec san pham chi khoang 150.000<br />
de thdi sy khdng chi ddi vdi xay dyng va phat trien thuang ddng. Neu gan vai thuang hieu<br />
doanh nghiep ma ddi vai ca ea hieu cho cac doanh nghiep va Idn ciia Viet Nam nhu Viet Tien<br />
quan quan ly nha nudc ve xue san pMm det may cang trd thi gia ban san pham gap 5 lan.<br />
tiln thuang mai. Nhin chung, nen cap bach va quan trgng vi Nhung neu dan nhan eua hang<br />
mdt thuang hieu tdt thudng co mot thuang hieu tdt mang lai thdi trang ndi tien^ nudc ngoai,<br />
nhiing dac diem sau: nhiing lgi ich to Idn cho doanh gia ban cao gap hon 10 lan,<br />
nghiep nhu giup khach hang tham chi cdn hon nua. Khoan<br />
- Chdt hran^ cao. Khong nhan thuc tdt hon, day dii han chenh lech nay ehii yeu do<br />
ed thuang hieu tdt cho mdt san .ve san pham, cho phep doanh dang cap thuang hieu mang lai.<br />
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Tap chf nghien cufu Tdi chfnh ke'todn T a p c h f n g h i e n cufu Tdi c h f n h k e ' t o d n<br />
VAN D e HOM NAY<br />
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thuang hieu doanh nghiep va gia cong de gianh dugc dan Bdi vdi cdc td chirc xiic<br />
thuang hieu san pham cua hang ni cac nha nhap khau, cac tien thuang mgi vd Hiep hpi<br />
rieng minh bat dki bang each nha phan phoi Idn tren the giai. det may<br />
tao ra cac san phSni tdt vl chat Trong truang hgp nay phai xac<br />
- Xay dirng va quang ba<br />
lugng, thoa man dugc nhu cau djnh san pham chinh la dich<br />
hinh anh Viet Nam la mdt<br />
cua nguofi tieu diing. Phai coi vy gia cdng. khach hang myc<br />
qudc gia co nganh det may<br />
thj tmang trong nuac la noi tieu la cac nha nhap khau, nha<br />
phat trien the hien tren cae<br />
thir nghiem, la ban dap de phat kinh doanh chu khdng phai la<br />
mat: cdng nghe san xuat hien<br />
uien ra thj truang ngoai nuac. ngudi tieu diing.<br />
dai. lao ddng co tay nghe cao<br />
Hai la, Nhiing doanh ntdiiep Bon la, Can tap trung lam viec trong moi trudng va<br />
lan cd tiem lyc tiep tuc dau tu ngudn lyc tai chinh dau tu dieu kien lao ddng tdt.<br />
xay dyng thuang hieu doanh cho khau thiet ke mau ma, xay - Dua them nhieu thuang<br />
nghiep va thuang hieu san dyng thuang hieu cho doanh hieu eua nganh det may tham<br />
pham ciia minh nhung nen cd nghiep va san pham. Phai coi gia Chu'jng trinh thuong hieu<br />
sy lya chgn ky ve thj trudng xay dyng thuang hieu la khoan qudc gia, tao dieu kien de<br />
va sd lugng thuong hieu. Mdt dau tu dai han chu khdng nen doanh nghiep det may nang<br />
thuang hieu tdt khdng cd nghTa chi coi la khoan chi phi kinh cao nhan thuc va tang eudng<br />
se sdng mai ma doanh nghiep doanh ngan han. Trong khi nang lyc trong viec xay dyng,<br />
ludn phai biet bao ve, cung ed nang lye thiet ke cdn chua dap quang ba. phat trien va bao ve<br />
va phat trien. irng yeu cau cd the nghien ciiu thuang hieu, ddng thdi nang<br />
phuong an dat hang hoac mua cao siic canh tranh cho cac<br />
Ba la, cae doanli nghiep thiet ke dde quyen.<br />
nhd han nen tap tning vao viec thuong hieu det may tren thi<br />
xay dirng, quang ba thuang Nam la, Xac djnli thj tmdng trudng trong nude va qudc te<br />
hieu doanh nghiep (hinh anh myc tieu cho tirng thuang hieu, trong qua trinh hdi nhap.<br />
doanh nghiep), cho dii dd la tien hanh cae thu tyc dang ky - Tich eye tham gia va<br />
thuang hieu trong ITnh vyc gia cho thuang hieu thuang hieu hgp tac vdi cac td chiic qudc te<br />
cdng. Xuat khau san pham cd tai thj trirdng myc tieu, phat<br />
trong ITnh vyc det may.<br />
thuang hieu rieng la muc dich trien mang ludi phan phdi tai<br />
phai hudng tdi tuy nhien khdng cac thj trudng dd. - Xay dyng cac chuong<br />
the lam trong ngay mdt ngay trinh hd trg doanh nghiep det<br />
Sau la, Tang eudng tham may trong viec dang ky bao<br />
hai dugc ma phai tinh tdi vj<br />
gia cae hoat ddng xue tien hd thuang hieu tai mdt sd thi<br />
the hien nay ciia det may Viet<br />
thuong mai, dac biet cac hdi trudng trgng diem.<br />
Nam tren thj trudng the gidi.<br />
chg chuyen nganh det may.<br />
Khdng the ddn sire vao viec - Hd trg doanh nghiep<br />
cac hoat ddng trinh dien mau<br />
xay dirng thuong hieu ma bd trong viec dao tao nang cao<br />
thdi trang trong va ngoai nude,<br />
qua the manh rieng ciia minh. nhan thirc ve thuong hieu, tir<br />
td chiic gidi thieu hang det<br />
Thyc te trong danli sach 150 dd cd chuong trinh, ke hoach<br />
may Viet Nam, nhat la d cac<br />
thuang hieu det may hang dau xay dyng va phat trien thuang<br />
thj trudng mue tieu.<br />
the gidi khdng cd cac thuang hieu.<br />
hieu den tir cac qudc gia dang Bay la, Tang eudng quang<br />
ggi la eudng qudc xuat khau ba cho thuong hieu doanh - Ho trg cung cap thdng<br />
det may nhu Trung Qudc, Dai nghiep/san pham det may tren tin ve thj trudng cho doanh<br />
Loan, An Do. Pakistan, Thai intemet, day manh thuang mai nghiep, giiip doanh nghiep xac<br />
Lan, Inddnesia... Dieu nay co dien Ur trong kinh doanh hang det djnh lgi the trong san xuat,<br />
nghTa la doanli nghiep a cac may. Ngoai muc tieu ban hang, tir dd xay dyng thj trudng<br />
nudc nay van tap trung quang hinh thirc kinh doanh nay cdn la "ngach" cho san pham eiia<br />
ba thuang hieu doanli nghiep mot each quang ba san pham va doanh nghiep.<br />
thuang hieu rat hiiu hieu.<br />
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Tap chf nghien cufu Tdi chfnh ke'todn