I l t a l l i^HOA HOC & C O N G N G H E
Xay diftig ke hoach marketing cua doanh nghiep xay diing trong xu hUdng hoi nhap quoc te
Creating the marketing plan for construction enterprises in the trend of international integration Dang The Hien
Tom tat
Chiirc nang chu yeu cua ke hoach marketing la lap cac luan ciJI cho cac muc tieu va de ra cac hanh dong cu the co tinh toi cac nguon life can thiet nham dat dUOc cac muc tieu nay. Nhumg muctieu da doanh nghiep xay dung la: Thiic h i | n s^n pham xay dimg (cac cong trinh xay diTng, vat lieu, ket cau xay dimg va kinh doanh bat dong san); ThUc hien cac cong tac xay l i p va cac djch vu xay dutig trong thcri han dUdc giao va vdi chat lifdng phii hdp. Doanh nghiep xay dung trong xu hifdng hoi nhap bupc phai hoat dgng trong nhOtig dieu kien canh tranh gay gat htfn va sU van dpng thay doi lien tuc cua nen kinh te. Ke hoadi marketing mdra nhutig kh^ nang cho phep doanh nghiep thang trong canh tranh, tiT thich dng tren thi tnfcmg va dat dUOc silon djnh, tin cay ve tai chinh trong moi trUcFng dong cijia nen kinh te hoi nhap.
Abstract
Tlie essential function of a marketing plan IS making tlie foundations for the objectives and setting the particular actions that take the necessary resources into account The objectives ofconsfrucfion enterprises are.
making construction products (construction building, materials, construction structures and real estate business), carrying out consfruaion and installation services within the assigned time and appiopnafe quality Construction enterprises in international integrate trend are forced to operation under harsh competition and fluctuated economic situations, (ularketing plans show the possibility that the enferpnses could win the competition, self-adapt in the marltef and achieve the financial stability and reliability in the dynamic environment ofthe integrated economy.
ThS. Ddng The Hien Ba mon Kinh te xdy dung Khoa qudn ly do thi Tnrdng Dai IIQC Kien Triic Hd NQI DT 0916.340139 Email: dangthehien 0 909@gmail. coi.
Marketing
Marketing chien thuat
1
Marketing
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Giai do;n k£ hoach h6a
Giai doan \& chiHc va thUchi^n
Giai doan Kiem soit
Hinh 1. Hoach djnh Marketing va qua trinh quan trj Mariteting 1. Nhirng van d^ chung ve ke hoach marketing trong xay dirng Khat mem vi ki hoach marketing trong xay dung
Ke hogch marketing trong xay d y n g la viec x a y du-ng trinh tu' logic cua cSc loai hoat dgng marketing, x a c d m h cac muc tieu cua d o a n h nghiep xay d y n g va lap cac ke hogch de dat du^gc cac muc tieu nay. Nghien c i j u k^ hoach cac bi^n phap marketing la ket q u ^ cu6i ciJng ciia vi§c nay. Trong ke hogch marketing phcin anh cac p h y o n g h u o n g hoat dpng cua doanh nghiep xay du'ng d e dat du-oc thanh qua va SLF thinh vu'ong tren thi tru'd'ng
Mai quan he giO'a hoach djnh marketing va quan tri marketing (trong do co ke hoach marketing) 6\rac th4 hien q u a s o do ( H i n h 1):
Trinh tir lip ki hoach hoat ddng maricefi'ng
K I hoach hoat dpng marketing cOa d o a n h nghiep x a y d y n g diFpc thu'c hien theo frinh f y nhat dinh.
- Xac lap mgc tieu c u a hoat d o n g marketing doi v 6 i c a c dir an khac n h a u , cac to hop x§y d y n g , c^c cong trinh c 6 clii>c nang san xuat, n h ^ d, xa h6i hoac van hoa cung nhu" cac logi cong f ^ c va djCh vu
- Nghien ciru c a c chien \irf?c logi frO' nhau - xay d y n g cac cong trinh cua quy hogch hoan thi§n, a p d y n g cong n g h 6 va to chO'c xay d y n g m a i , hinh thanh thi trucrng (ban hoge b^n giao cac cong trinh c h o chfl d a u tu'), x a m n h a p v a o c^c t h | f r u o n g m o i vS cac v u n g khac.
- L y a chon c^ien lu'oc tot nh^t: C h i i n lu-cvc tot nhat la chi§n lu'oc d a m bao s y phii h o p v o l thi tru'd'ng, phii h p p v o i hoan canh doanh nghiep vS dat d u p e c&c myc tieu marketing d a dgt ra t r u o c d o .
- Hinh thanh ke hoach hogt dong marketing m a c^c bo phan cua ke hoach nay la: Cac cong trinh xay d y n g , cac loai cong t a c xay lap, gia ca (gia t n d y toan) cSc cong trinh va cac loai cong tac; Cach thipc t h u c hi§n cac cong frinh va cac cong tac x a y I l p , ban giao cac cong trinh va c ^ c cong tac c h o chfl d a u t u . B e n c g n h d o , t h y c hien ke hoach hoa theo lich, xay d y n g cac cong trinh va t h y c h i | n cac cong tac. T^f ca can phai f r i 161 cac c a u hoi: A i la chfl d ^ u t u va ai se xay d y n g , cai g i , khi nao, &
dau, n h u the nao v ^ se x§y d y n g do nhD'ng ngu6n l y c n a o ' '
- U p ngUn sach marketing. Ngan s ^ c h marketing la mgt phan c u a ke hogch marketing phan anh gia fri du^oc thief k^ c u a cac khoan thu n h j p , chi p h i va Igi
1 3 0 T A P CHi KHOA HOC KIEN TRUC - XAY DUUG
K§ hoach marketing la mpt phan ciia ke hoach hogt dgng cfla doanh nghiep xay dung nSn viec nghien ciru ke hogch marketing phu thugc vao cSc nguyen t i c co ban ciia k4 hoach va dugc thyc hign theo mof s5 giai doan sau. Ke hoach hoa chidn luoc voi thoi hgn hccn 1 nam; Ke hoach hoa chiln thugt vol thd'i han trong gi6'i han nam va k§ hoach hoa tac nghiep trong gioi hgn thang, 10 ngay, 1 tu§n . 2. Xay dyng ke hogch marketing cua doanh nghiep xay dyng
Khi l$p k l hoach marketing cua doanh nghiep, ngudi ta iruc dmh cac giai doan sau.
Giai doan 1: PhSn tich thj truong va d6i thfl canh tranh Giai doan 2' PhSn tich nhOng mat manh, mat y4u, nhu'ng kha nang (co h5i) vS nguy co cua doanh nghiep
Giai dogn 3: Xac dinh cac muc fi§u marketing cua doanh nghiep
Giai dogn 4. Xac Igp chiln luge marketing Giai doan 5: Thiet lap Marketing - Mix va k l hoach thuc hien cu the
Giai doan 6: Thyc hien phan tich tai chinh va dy bao kit qua thuc hien
Giai doan 7; K l hoach hoa chat lugng san pham xay d^'ng (kiem fra v^ danh gia chat lugng san pham).
Giai doan 1 • Phan tich thi truing va ddi thu canh tranh Trong phan nay din ra cac tai iieu v l tinh fich cue hoat dpng tren thj tnj'O'ng cua cSc chfl diu tu va eae nha thau.
Dong thoi, can tien hanh c^c cong viee phan tich sau day:
- Phan tich fhi fruong Xem xet f i t ca cae phin eua thi fRFong va cae thj trudng muc tiiu chinh dli vol doanh nghiep xay dyng. neu ro dac trung chung cfla cac chfl diu tu va cac nhan t l , xac dinh kha nang thanh toan cua hp.
- Phan tieh eac hang hoa, cac djch vu va cac cong viec:
chi ra khli lugng fi§u thu hang hoa, san phim xay dung, khli lugng cac cflng tac xay lap theo mfli mot cflng trinh xay dLPng.
- Phan fich cac doi fhO canh tranh: Thu thgp thong tin v l cac dli fhu canh tranh chinh va cac ehuang trinh san xuit cua hp, ve gia ca doi vdi san phim xay dung.
- Phan fich tieu thu va thye hipn san pham, cac eong f^c va cac djch vu Chi ra eac kenh fieu thu san pham xay dung dirac sir dung, thyc hien eac cong tae va cac djch vu, cac phuong phap kich thich cac chfl dau fu va cac trung gian (cac cJoanh nghiep xay dyng thau phu).
- Phan tich eac nhan to eua moi tRfdng bgn ngoai: Din ra cac nhan t l ea b^n cfla moi trudng ben ngoai co anh hudng tdi sy I n dmh hogt dgng cfla doanh nghiep xay dyng cung nhu tdi tinh hinh fai chinh cfla c^c chii diu tu.
v l cac nhan to cfla mfli trudng ben ngoai, cae nh^n to nay can thilt tinh tdi khi lap k l hogch marketing cua doanh nghiep bao gim eSc nhan to v l kinh t l , phap l>? va van hda -- xa hfli
Trong thanh phin cfla eSc nhan to kinh fe bao gom thdng fin, lai suat di vay, gSnh ngng fhul (fire la tong eae khoan thanh toan thue so vdi doanh thu cfla doanh nghiep), mire tdi fhilu fra cong Iao ddng cung nhu cac cae bieu gia cude hien hanh.
Thudc c^c nhan to phap ly cd cac lugt do qudc hdi ban hanh, cac nghi dinh cua Chinh phii, cac thdng tu cfla eac bd.
nganh va cac dia phuang. Cac van b^n ph^p quy nay dieu chinh hoat ddng cua cac ehii diu fy va cac doanh nghiep xay dyng trong ITnh vuc dau fu, kinh doanh, bao ve mdi trudng xung quanh va cac van ban phap quy khac.
Cae nhan tfl van hoa - xa hdi bao gom nhijng sy thay doi nhan khiu hoc, mipc dp dd thj hda, su fhay doi dilu kien song, frinh do van hda, mifc thu nhap sau khi tra t i t ca cac khoan fhul
Giai dogn 2. Phan tich nhirng mat manh, m|( yiu, nhCrng kha nang (co hgi) va nguy co cua doanh nghiep
Trong giai doan nay cua vigc sogn thao k l hogch marketing, ngudi ta xac dmh vj the cCia doanh nghiep xay dyng tren thj trudng, lam ro nhi>ng mgt mgnh v^ nhung mgt ylu cfla doanh nghiep ciJng nhu nhung kha nSng (ccf hgi) ma doanh nghiSp c6 the co va nhOng nguy co de doa doanh nghiep,
- NhUng mat mgnh- Day la nhung uu dilm eiia doanh nghiep so vdi cac dli thfl canh tranh NhCi'ng uu dilm nay cd the la san xuit san phim, fhuc hi&n edng viee va dich vu cd chat lugng eao han so vdi cac dli thfl canh tranh va vdi gia re hon, cac moi quan he tin cay han vdi eac to chirc thiu phu va cac fd chuc khac,
• NhD'ng mgt yeu Day la nhung thieu sdt cfla doanh nghidp, ddi hdi phai nhanh chdng su'a chira; Ndi khaedi, eac nhugc diem nay trd thanh nhu'ng mat manh eua cac doi thu cgnh tranh Cac mat ylu cd fhl Id thieu von, dja diem cua doanh nghiep khdng thuan lai, lanh dgo doanh nghiep khflng linh hoat, sang tao. Khi xac dinh cac mgt yeu cfla cac dli fhu eanh tranh, doanh nghiep co the biln ehflng thanh eac uu diem cua minh.
- Cac kha nang (cu hpi): Day la nhCrng phuong hudng tuong lai tgo thuan Igi cho su phat trien eua doanh nghiep Cac ca hpi cd the la: Tang eudng hoat ddng cua chu diu tu lien quan din vide hoan thien tinh hinh tai chinh va do nang eao finh thin tieh cue trong cdng vigc cua chfl diu tu, giam mgnh lai suit tai d p von cua ngan hang trung uong (ngan hang nha nude).
- C^c nguy ca' Day la nhirng kho kh§n (trd ngai) film nang cd f h l lam ton hai den doanh nghi|p, Thudc cae nguy ea CO the \h su xuit hien cac doi fhu cgnh tranh mdi, tang gia cfla cac nh^ cung d p , kha nang ngirng sSn xuat ed the do tip choi trong he thing eung irng vat fu - kj? thuat, trong hoat ddng eua may mdc thilt bj xay dung hoge do thieu ehung va cae nguyen nhan khac
Giai doan 3; Xac dinh cac muc tieu marketing ciia doanh nghi$p
& giai dogn nay ciia viec soan thao k l hoach marketing, ngudi ta dat eac muc tieu marketing. Myc tieu marketing - day t^ dilu ma doanh nghiep cd the dat dugc do kit qua cua hoat dgng marketing trong mdt thdi ky, dugc xSc dinh bdi k l hogeh. Ngudi ta xem xet eac muc fieu theo 3 hudng
- Ddi vdi eac loai hogt dflng cua doanh nghiep xay dung, dli vdi cac logi cdng trinh
- DOI vdi eac chii diu tu -Doi vdi cac th! trudng,
Ngoai myc tieu, trong k l hoach marketing, ngudi ta xac dinh mgt so eae chi tidu hogt dflng ciia doanh nghiep: tang khli luong fhye hien cac edng tac xay lip, cae djch vu cung d p cho cae doanh nghiep, tang lai nhuan - lgi nhuan k l toan va lgi nhuan fhuIn, de lgi cho doanh nghiep sir dyng, ty suit lgi nhuan, nghTa vy thue, chat lugng san pham xay dung
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^ ^ KHOA HOC & C O N G N G H E
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Cac dong thong tin
Nghien cilii tie thi trucmg
Banh gia ric kha nang thi IrJdng
ciia doanh nghiep
Ke hoach h6a chien iKOc
Ke hoach h6a chiln thu
eSnh gi^ kiem tra va dieu chinh
Mohinh ke hoach Marketing
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cac cong trinh xay dung da b^n giao
Hinh 2. Mo hinh ke hoach hoat dong Marketing ciia doanh nghiep trong dfeu kien kinh te hpi nhap quoc te
va cac chl tieu khSc Tat ca cac chi lieu nay ed the dugc ke hogch hda va tfli uu hda de dgt dugc tinh hinh tai ehinh cua doanh nghiep I n dmh han tren thj trudng
o i l vdi cac muc tieu frong ke hoach cd the cd eae yeu clu sau: chung d n dugc lugng hda, phSn chia theo mire do gi^ fn cfla ehflng, ed chi ra fhdi gian cu fhl fhuc hien ehung vS finh hap ly', hap le.
Giat doan 4: Xac lap chien lif(?c marketing 0 giai doan nay, xay dung chien luge marketing. Chiln luge nay xac dmh eac phuang phap dgt dugc cac myc tieu va d l ra c^c quylf djnh dli vdi thi trudng, cac chu diu fu va chuong frinh san xuit eiia doanh nghiep xay dung.
Trong cac phuang hudng cfla chien luge marketing cd the tach ra viee toi \ru hda muc fieu, thdi hgn xSy dung eae cdng trinh va hoan thanh cac cdng viec,, cong viec vdi cac chfl diu fu va eae doanh nghigp thiu phu.
Giai doan 5: Thiit t$p Marketing - Mix va ki hoach thuc hien Clothe
Cf giai doan nay: Lap ehuang frinh san xuat ciia doanh nghigp xay dung cd tinh tdi chiln luge marketing
Trong chuong frinh san xuat cin gidi quyit cac vin de sau:
- Cdng frinh n^c se dugc xSy dung, eSc edng tae ndo se duoc thuc hien va cho ai?
- Khi ndo se hodn thanh eae cflng tae nay vd ban giao cac cdng frinh xay dung cho chfl dau tu ?
- Al se thyc hi§n cae cdng tac nay, cac doanh nghiep thiu phu va to chirc thiet k l nao se dugc Idi cuin?
- Cac cflng tac va cac cdng trinh nay se cd gia fn la bao nhieu?
Giai doan 6: Thuv hien phSn tich tdi chinh va dy bao kit qua thi/c hien ki hoach
1 3 2 T A P CHl KHOA HOC KIEN TRUC • XAY DUUG
il giai doan nay: soan thao ngSn sach - Soan thao k l hoach chi tilt cac cdng vi6c cho phep Igp bao cao v l l§i va lo. Bao cao nay glflp cho viec xac dinh vigc fhye hien k l hoach marketing trong iioat ddng cfla doanh nghiep xay dyng dugc phan anh nhu thi nao? rail bilf doanh nghiep co ngdn sach nhu the nao se ra quyet dinh ve su d n fhilf thyc hifln eac bien phSp nay hay kh^c, li§n quan den thyc hien cac edng tac xSy lip, ban giao cdc cdng trinh vao SLP dung.
Giai doan 7: Ki ho^ch hda chit iupng san pham xay dt,mg (Kiim (ra va danh gia chit luvfng san phim)
6' giai dogn nay: Soan thao eac bi^n phap v l k l hogch hda chat lugng eae edng tac x^y lap va chlf luang cdng trinh xdy dung. Oilu nay lien quan din viec la trong qua trinh xay dung cac cdng trinh cd thi cd nhCrng cdng viee phai sOa chCra, phd di Idm Igi anh hudng din chdt lugng san pham xay dyng cull eiing.
3. Ket Lugn
Trong boi canh hien nay, eac doanh nghilp xay dung ngay cdng hoi nhdp sau rong cung vol nin kmh t l dang phat trien manh me da iam fhay doi cdc quan dilm v l marketing trong xay dyng. Doanh nghiep xay dyng hien nay khdng don thuIn hoat dpng trong mdt ITnh vye, mdt nganh nghi nD'a ma dd thay doi quan diem kinh doanh theo hudng da dang hoa Unh vuc, nganh nghe tgo thanh mpt doanh nghidp phat friln todn dign trong ITnh vye xay dung. Doanh nghiep xay dyng khong nhfrng ddng vai trd la nha thiu md con ddng vai trd Id chu diu tu, nha diu tu kinh doanh xdy dyng, bit ddng san, san xuif vat lidu xay dung, kit clu xay dyng. . Nhu vgy viec xdy dyng ke hoach marketing cua doanh nghidp xay dyng cung cin phdi cd eai nhin mdi de phu hgp vdi xu hudng phat fnln cua doanh nghiep nhdm thue hien eae muc fieu da de ra /.
. Tai lieu tham khao
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