NGHIEN CUU - TRAO DOI
De CUOC van dong ngirdi Viet Nam lAi tien dung liang Viet Nam thirc sir di vao cuoc song
C
UOC vain dpng "NgiTdi Viet Nam Ou tien ddng hang Viet Nam" khong thi c6 gia tri thvfc tiln va trd thanh dong life mdi cho phat trien dat niTdc, mot khi no khdng duTpc cu the hod va the che hoa, cung nhuf khong the difa trSn s\i keo dai mai nhiyng co' gang va hy sinh"ddn phufdng", tilf mpt phla...
Thifc te'cho thay, de cuoc van dpng nay thtfc sif di vao cu6c song, can chii y giai quyet to't mpt so' van de sau:
Thii* nhS't, tang kha ndng thanh toan va nh^n thii'c cua ngi^oTi tiSu dung \i hang Vi$t
Ngufdi Viet Nam se tang dung hang Viet Nam khi ban than ho c6 nhu cau CO kha nang thanh toan tren thifc te' do tang thu nhaip tuf Itfdng va cac ngudn thu nhap khac; khi ho cd thong tin ve ngudn hang, chat lifpng va gia ck hang hoa, cung nhtf khi hp dtfdc tiep can he thong dich vu phan phdi hang thuan tien va tot nhat cd the trong so sanh vdi cac hang hoa ngoai nhap tifdng difdng;
Vi v|iy, chinh quyen cac cap va cac DN tuf Trung ifdng den dia phiTdng cin tao dieu kien cai thien thu nhap thi/c te' cho ngifdi dSn; cung nhiTquan tim thifc hien qudng cao va quing ba cac thdng tin hang Viet vdi gid T6 hoac miin phi tren tat ca cac chiTdng tiinh va phufdng tien thdng tin dai chiing d dia phifdng, cung nhxf quoc gia, nhat la tren he thdng truyen hinh va dai phat thanh.
Thtf hai, nSng cao chS't lif^ng va stf hS'p dSn cua hang Vi$t
Ddng thdi, ngifdc lai, cung khong nen lam dung long yeu nifdc trong sang va stfc chiu difng cd han cua ngifdi dSn lanh, neu khdng ndi la cd tdi vdi dan, vdi nifdc, khi nhan danh nhilng gia tri to't dep, ctf nham mat lam ngd tnrdc thifc tiln ngtfdi ti6u ddng Viet Nam budc phai tra gia dat day am tfc cho nhilng "hang ndi gid hieu" difdc
• TS. NGUYfeN DINH Dl/CfNG Vien Trudng Vien nghien cv[u phdt trien KTXH Ha Npi
bao ho keo dai. Chung khdng chi mdc
"chay tui" ngifdi din, ma con lam ngheo them ngan khd va tai san Nha niTdc, lam suy giam nhanh chdng tiem nang va siJc manh quoc gia ndi chung, lam tdn thiTPng hinh dnh va gid tri thifdng hieu "hang Viet Nam" ndi rieng... Trong bo'i cSnh md cufa, ngifdi tieu dung cd quyen rdng rai hdn trong tiep nhan thdng tin va cd hdi li/a chon cac hang hoa va ngudn cung cap theo y minh.
Nhif vay, hang Viet Nam se thuyd't phuc difdc ngifdi tieu diing Viet Nam khi nhi?ng ngtfdi lao ddng va quan 1^
DN Vi6t Nam "tr6n difdi mpt long "tan tSm hiep life san xuat ra hang hoa mot cdch tran trpng, gid ck canh tranh vdi hang ngoai nhap, chu" khdng chay theo Idi nhuan thuin tuy va Idi Ich ngan han ma lam an tac trach, ddi liifa.
Hang Viet Nam se chinh phuc ngifdi ti6u dung Vi8t Nam va cd tren thi trufdng nifdc ngoai tdt hdn khi chiing ngay cang tiip cSn gin hdn cac tieu
chuan quoc te, dap iJng ngay cang tdt hdn cac yeu ciu nghiem ngat nhat ve ve sinh, an toan thifc pham va cac yeu cau bao ve mdi tnfdng, dich vu hau mai vi Idi ich ngifdi tieu diing va cdng dongv.v...
Thd' ba, quan tam xSy diAig, quang ba va bao ve thifoTng hi$u hangVi$t
Xay dUng va bao v^ tliUt/ng hifu la vi^c tao dUng va bao vf mpt bieu tiCtfng, h.inh anh ve DN, cung nftii ve sdn piidm cua DN trong tam tri ngiM tieu diing, lam cho ngiM tieu dUng tin tudng hcfn, yin tam hcfn va cd mong mud'n dvC0c lUa chgn va tieu diing hdng hod, dich vu cua DN, con cdc doi tdc khdc chap nhqn ddu tit, hop tac lam dn v&iDNlduddi...
Thifc te cho thay, viec xay difng va bdo ve thifdng hieu cd tac dung tich ctfc trong viec khuyen khich hdp tac, gan ke't giila cac DN va thanh phin kinh te. Mpt thifdng hieu manh rs=
THirdNGIIIMIS5 05/2012|5
NGHIEN CQU TRAO DPl
C ^ ^ ta than cd khd nSng hap dan cao vdi hau het cdc DN vd ngadi tifeu ddng.
Mpt DN sd hCfu mpt thiTdng hi^u manh thifdng trd thdnh mpt "dia chJ dd" tic cdc DN khdc dm den, ky ket hpp tdc.
hodc DN cd the lay thadng hi^u dd nhif Id mpt tdi sdn de gdp von vdo nhifng DN cd phin md ho mudn. Vi$c bdo v&
bdn quyen thifdng hieu theo cdc quy dinh phdp ludt hien hdnh vd phd hdp vdi thong Id quoc t l cung Id mpt dieu ki§n de ddm bdo sif hdp lac. g^n ket kinh t l o n djnh vd Idnh manh giffa cdc DN vd thdnh phan kinh ic.
VSn de thifdng hieu nhieu khi difdc nhac din nhif mot "niot thdi thifpng"
cua ngufdi sinh ehd. 1dm sang trong giao tiip, phdt bieu. kilu nhd "hoi nhdp" va "phdt trien ben vffng". Td thdi cifc dilifng difng coi thifdng, hodc ddn gidn hod, xem viec xSy difng thifdng hieu cung chi Id tao ra cho hdng hod cua minh mpt cdi ten gpi rieng vd tiln hanh ddng ky bdo hp cdi ten gpi dd d nhffng thi trddng dich..., nhieu DN lai chuyen sang thdi c\ic qud de cao, khi cho rang chi cin mpt thi/dng hieu Id cd the kinh doanh vd lao vdo diu tdcho viec xay dang thifdng hieu trong mpt thdi gian nhat thdi vd yen tam vdi thdnh cdng, bat ke sau dd thddng hieu nay nhanh chdng bi rdi vdo quen lang.
Xay dang thadng hieu phdi tuan thu nghiem ngdt cdc quy dinh cua cdc Cdng adc, Thod ifdc qud'c t l vd Luat quoc gia ve nhan hieu hdng hod, ten thadng mai, ten gpi xuat xd vd chi dan dia 15^. Khi lifa chpn tao bilu trOng vdi ten gpi rieng, nhdng ddu hi^u phdn Met cin ddc biet lifu ^ den tinh phdp 15', khdng trdng vdi ten, logo, dau hieu da dadc ngadi khdc ddng k^ bdo hp hodc vi pham nhflng tradng hdp md phdp luatquy dinh.
Xay dang, phdt trien vd bdo ve thrfdng hieu Id qud trinh diu tdlau ddi, ben bi va hen tuc, ddng nghia vdi vide duy tri va nang cao chat lapng sdn pham, cung cap nhffng dich vu tdi Ou sau ban hang, lam sao de ngadi tieu ddng biet den, chap nhan, tin tddng vd yen tam khi lifa chpn .sdn pham co thadng hieu do. Ngadi tieu dung hoan
6 1 TMdHG MAI So 05/2012
todn khdng Ida chpn hdng hod vd dich vu \\ hdng hod vd dich vu dd cd tSn hay, logo d^p, md chinh Id chS't Idpng, gid cd cda hdng hod, djch vu dd, thdi dddngxiJcuaDN.
Thifdng hidu phu thudc vdo rat nhieu yeu t l . Trddc hit, nd phu thudc vdo lam qulc gia, trinh dp phdt triln kinh t l - xa hdi vd cdng nghd cua qude gia. Tiip din, nd phu thudc vdo chaft liTdng vd mSu ma cu thd cda sdn ph^m, trong dd chS't Idpng nhidu khi rat ddn gidn. chi Id nut th^t cua khuy do ddpc thil c^n thdn, khdng tudt cho hit ddi sdn ph^m chile do sdmi. Chung ta cin c6 mOt tif duy mdi vl cdeh Idm thifdng hieu. Thifdng hidu Viyt Nam ddpc dinh hinh qua m0t chie'c dtd hay mdy bay Id khdng thdc te' vd d^t dd; hay bdn m^t con dinh dc cho todn t h i gidi thay vl bdn cd chile mdy do gia cdng lip rdp chi d mpt vdi dja phifdng ndi dja ndo day. Gid day, thay vi 1dm thifdng hidu cho cd mpt sdn pham hodn chinh, chung ta nen chap nhdn 1dm thffdng hieu cho mpt ehi tilt trong ed tdng the.
Khdng nen dai dot dudi theo mpt thifdng hieu Idn cd the bi phd sdn de ddng, md nen sdn xuat nhffng chi tidt nhd bat ky d dau cung cd the ddng, vdi chat Iffdng tdt md chung ta 1dm chu dffde ed ve cdng nghd, nguydn lidu vd chat Iddng sdn pham... Sdn phim can vd cd the da dang hda, ddi mdi mlu ma khdng ngdng theo nhu edu, thj hieu ngffdi tidu dung vd thi trddng, nhifng thifdng hidu ndn cd sif dn dinh vd tinh Idng ein thil't d l kh^c sau vdo tSm tri vd Idng ngffdi, nhif tdn mdt ngffdi thdn thilt trong gia dinh, ngifdi quen v$y...
Mpt thffdng hidu la ein nhidu thdi gian vd tien bac de chinh phuc vd n^m lai ti-ong cpng ddng ddi tdc vd ngddi tidu ddng, khdeh hdng; Vi v§y hay suy nghl ky hdn tiifdc khi thay ddi thddng hi^u niu khdng ed nhffng thay ddi Idn khdc dikdm.
De thddng hidu nhanh chdng dl^n ddpc vdi ngffdi tidu ddng, cin tdng cddng cdc hoat dpng qudng cdo cd tinh chuydn nghiep cao cd trdn truyln hinh, bdo chi, trdn Idn sdng phdt thanh, trdn cdc td rdi, tai cdc hdi ehd triln lam.
Lifa chpn thdng didp d-ong qudng cdo se gdp phin cdc ky quan trpng vdo sir thdnh cdng cda qudng cdo. Thdngdi$p vd ndi dung qudng cdo phdi ng^ngpn, rd rdng vd mang sic thdi ridng, the hi$n ^ tddng cua cdng ty vd ciia sdn phim. Sd tham lam vl npi dung v^
thilu chpn Ipe vl td ngff, cung nhir nhffng gipng dpc thd thiln se mang lai cdm gide khd chju cho ngddi tilpnh$ii thdng didp. Hoat ddng giao tiip cOng ddng (Public Relation PR) bao g6m rat nhidu cdc hoat ddng cu thi nhtftJi trd cho cdc ehddng trinh thi thao, V5D hod,xa hpi; hd trd Id lut, thidn tai; giao Idu trffe tiip vdi khdeh hdng... se mang din ctio iigUdi tieu dung nhieu tiiong tin h<fn \e DN va ve hang hoa cuaDN.
trong khi ngiA!: tieu dung lai co cam gidc it hi "hoi chLfng'" quang cao hdn, cdc thong diep it mang tinh thu'dngmai hdn nen de du'de ngu'tJi tieu diing chap nhan trong khi chi phi lai kha thap.
Xa\ du'ng \a quang ba thi/dnghieu cin c('> \ai tro ciia hiep hpi. chu" khong chi cua Nha nu'dc va cua DN. Thayvi cd cau nhu' mot ban tay nha nifdc noi ddi, hiep hpi phai mang dung nghia NGO ciJa no. co ta m quoc te va thifcsiJ vd Kii ich cua DN. Ben canh do, quan ly Nha nifdc cung can quan tam den vi^c dam bao su'canh tranh lanh manh giffa eae DN. thanh phan kinh te, nham phdng tranh \a khic phuc nhilng he qud tieu ctfc cua lam dung danh nghia hdp tac de tao doc quyen. lung doan thi trifdng, triet ha cac DN doi thu tren thddng tnriing. \ 1 kii ich cue bo va DN md lam ton hai den Idi ich xa hoi,nha nddc va quyen Idi cua ngu-di tieu dung.
Hdn niTa. cung can quan tam bao dara quyen sd hdu tri tue va thu'dng hieu san phd'm ciia DN chu sd hffu dich thifc, ngdn Chan va xuT ly nghiem khac, kip thdi hien tu'dng gian ddi, an cap, chiem doat thu'dng hieu mpt each trang trdn, bS't hdp phap. hoac mpt each tinhvi trdn cd sd dung thu doan va lachluat.
Thrf tff, tang cdcfng sd S^
htfdng va sff hd trd cua Nha ntffl":' hif p hpi do"! vdi san xuat va phSn phd'i hang Vidt, kiem soat cac hanh vi ca nh tranh... (Xem tiip trang S)
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NGHIEN CQU - TRAO DPI
C 3 ^ tha'm quyen da ban hdnh rat nhieu vdn bdn quy pham phdp lual de dieu chinh hoat dOng kinh doanh TMDT vd cdc van de lien quan. Tuy vSy, trong thdi gian tdi, chiing ta cOng ca n xSy dtfng day du hdn cac vdn han quy pham phdp luat dieu chinh dffdc cd bdn moi van de ciia TMDT de ddp ffng dffdc nhu cau phdt triln nhanh ch6ng ciia hoat dOng kinh doanh trffc tuyen ndy tai Viet Nam.
3. Trinh dO ngudn nh§n Iffc cua DN
Doi ngij ngudn nhan Iffc hoat dpng trong ITnh vtfc sdn xuat kinh doanh cua cac DN Viet Nam rat da dang vd ddng ddo. Cung vdi stf tdng tnfdng nhanh chdng cua nen kinh le trong sudt 20 nam qua. s6' Itfdng cdc DN khong ngffng gia tdng vd dpi ngu ngtfdi lao dOng cung tdng trtfdng manh. Stf phdt tnen va thfch ffng cua gido due vd ddo tao qude ddn cung cap cho thj trtfdng lao dpng chdt Itfdng lao dpng khdng ngffng dtfdc nang cao.
Tuy nhidn ddi \&\ nhdn stf am hieu vd cd khd ndng 1dm vide vdi cdc ffng dung ciia cong nghe thong tin, TMDT Id rat han ehd'.
Trdn thffc td', nhieu DN mdi quan tam den ddo tao TMDT 1)1 ndi md chtfa cd be sau. Do dd, khi xay dtfng trang Website hodc tham gia vdo cdc sdn giao dich dien tff, nhffng DN nay van chtfa khai thdc vd tan dung tdi da cdc cd hpi kinh doanh md Intemet dem lai.
4. Nilm tin vk thdi quen giao djch tri/ctuyd'n
Thffc t l cho thay ngtfdi lieu dC)ng Vic'l Nam co th()i quen mua sdm d cdc sieu thj eon it, phd bien v5n la mua bdn tai Ciic ehd iruyen thdng vd effa hdng nhd gan ndi sinh .song hoac ndi 1dm vice. Bdn canh do th6i quen dicing tien mdt ciia ngtfdi Vidt Nam hiC-n nay la v3n chilm ty le ral cao. vi didn tff vd hinh thffc thanh todn bang the lin dung vin chi chilm ty Id rat khiem ton. Hdn nffa, hd thdng eac djch vu ngan hdng didn tff chffa ddng bp, chtfa hodn chinh vd chtfa du manh d l cdc DN tham gia vdo mang Itfdi thanh todn chung. Chinh nhffng ihtfc te ndy 1dm cho niem tin vdo giao djch trffc tuyen chtfa thffc cao nhtf mong ddi. 1dm han che dang ke tidn trlnh phdt trien thtfdng mai trffc tuyen cua Vidt Nam.
Khi giao dich TMDT B2B tao dtfpc cho dffng thi cung Id liic niem tin da khdng dinh dtfdc trong eOng ddng giao djch trffc tuyln. Niem tin vdo sff trung thffc trong giao dich, niem tin vdo sff an todn bdo mat ciia cdc thong tin cd nhdn, td chffc dffdc ddm bdo vd chinh sdch bdo vd cdc ngudn thong tin tdi nguydn lidn quan cua cpng dpng khdeh hdng DN, ddi tdc, cong chiing tidu diing d Viet Nam c i n phdi dffdc day manh cao hdn d l tao moi trffdng tam ly e i n thid't cho giao dich ndy phdt triln ben vffng.
5. Cdc nhfin td'nOi t^i cua DN
Cdc nhdn td ndi tai cua DN bao trin h i t cdc vd'n de khdc. Vide ffng dung kinl doanh TMDT ndi chung vd TMDT B2I ndi ridng dffa vdo nhilu nhan tdnOib^
cua DN nhff Id y i u td vdn hod DN, ninj Iffc ha ting viln thdng hidn cd, ddc diln ITnh vffe hoat dpng kinh doanh vd dia hh hien hffu.
Cd t h i ndi rdng chlnh DN se quyg^i djnh sff thdnh bai cua minh trong m6i ngffdi kinh doanh hidn dai diy riy nhifng rui ro tilm an cung nhff v6 vdn nhffng a) hoi to Idn md thdi dai TMDT bilngn^
nhff hidn nay mang lai. Cdc DNcandifa ra cdc quyit sdch quan trpng cing vdi sif d i u tff hdp ly vd td chffc hoat ddng tdt se mang d i n cho cdc DN nhffng kit qui toi tfu trong xu hffdng giao djch trffc tuy^n B2B ngdy cdng chilm ffU t h i tfong giao dich vd mua bdn qude t l .
Tdm lai, TMDT B2B dffdc biltd^n nhff mpt phffdng thffc kinh doanh c6 hi€u qud vd phdt triln ddc bidt nhanh tilr khi Intemet hinh thdnh vd phdt triln. TMDT B2B tao ra mpt phong cdch kinh doanh, 1dm vide mdi phii hdp vdi cudc song cong nghidp; Id mpt cong cu gidp DN khdc phuc nhffng diem kdm Idi the de canh tranh ngang bdng vdi cdc DN tien phong trong ngdnh nghe Gnh vtfc ciia minh. Dong thdi nd cung tao ra dong life cai cdch manh me cho cdc cdquanqudn ly Nhd nffdc, ddp ffng nhu cau ciia DN vi xa hdi hidn nay d nffdc tai.
fie CUOC van dong...
(Tiep theo trang 6) ... khong binh dan^ va cac ^ian Idn thtfcfn^ mai khuc Cuoc van dpng ".NgU'ifi Viet Nam ifu lien diing hang Vie!
Nam" la mpt chii trUifng dung, thong minh, mem deu va can thiet, nhat la trong bdi canh co stf suy giam long cau vd thiit chat hau bao, cung nhtf cufa vao ciia cdc thi Irtfclng ntfdc ngoai...
chu trtfdng nay se khong dtfng lai d y nghia co dpng chinh tri thuan luy, ma ngay cang in) thanh thi/c lien kinh le-\a hpi sinh dpng, mang lai hieu qua to k'(n loan dien ca cap vi mo, Ian vi mo, trong ntfdc va ("( nu'Oc ngoai, irtfdc mat, cung nhtf lau dai.
khi CO stf ho Ird co to chtfc, thong minh vii thtfc chat cua Nha ntfdc Viet Nam.
Stf ho trd nay khong chi ttf phia Nha ntfdc tao mpi cd hpi, lam tat ca nham lam tang thu nhap vii khii nang thanh loan thtfc te ciia ngtfdi tieu dung trong ntfdc, lam giam bdt cac chi phi san xuat ciia cdc DN Viet Nam trong qua tnnh td chtfc san xuat va phan pho'i hang hoa cho ngifdi Viet Nam, bao gom gan 90 trieu dan trong ntfdc, Ian hdn 3,5 trieu kieu bao ta dang djnh
ctfd tren 100 lurdc tren ttie gidi. Nha niTdc cung can phat dong va duy tri iilitfiig cuoc \ an dong cap quoc gia, trong khuon kho cac cam kel hpi nhap dii ky, nhim tiing ctfdng nhan thuTc. thoi quen \ a thdng tin \ e quy m6, chdt Itfdng. gid ca va tinh ning, cung he thdng phii n phdi anbudn\a banle rpng khdp, hien dai
\ii ihuan Ipi, ciing cac dieu kien cung tfng vii cham soc khach liii iig khac ttf phia cdc DN Vidt Nam phu hdp vdi dac diem m5i dia phtfdng. khu \tfcdiinctf vii chiing loai hang hda...
Viec kiem soat hai quan vii thi trtfdng nham giam thieu tinh trang canh tranh khdng binh ddng vii cac gian Ian thtfdng mai khdc ttf cdc hang ngoai nhdp chat Itfdng thap, gia re va tron thuc lii can thiet dc hang Viet dtfng vtfng va md rpng tieu thu tren thj trtfdng trong ntfdc.
Neu nhffng dieu tren dtfdc thtfc hien tdt, thi nhat dinh ngtfdi tieu diing Viet Nam se ngay cang coi hang Viet Nam la stf Itfa chpn dau tien va dn dinh dai lau ciia minh trong cu6c sdng: Dong thdi, khi dd cuoc van dpng "Ngtfdi Viet Nam ifu tien dCing hang Viet Nam" nen dtfdc md rpng va nang len thanh "Ngtfdi Viet Nam tfu tien tieu thu hdng Viet Nam" d ca trong ntfdc va ntfdc ngoai.•
8 1 TMdHG MAI So 05/2012
