TAP CBi CONE TBtTQNG
NANG CAO HIEU QUA HOAT DQNG QUANG BA THl/CfNG HIEU GAO DAC SAN
VIET NAM TAI THI TRl/CfNG NQI DIA
• NGUYEN QUOC THINH - N G U Y I N THj VAN QUYNH
T 6 M T A T :
Do chffa thffc sff quan lam de'n hoat ddng qudng bd thffdng hieu cho san ph^m gao dde sdn, ndn nhieu dia phffdng luy cd iruyen ihd'ng ve san xuat liia gao, nhffng sdn pham iren thi trffdng Iai md nhat vd khdng dffdc ngffdi lieu dung quan tam. De sdn pham gao ddc san cua mdi dia phffdng cd the duy tri va nang eao vi the tren thj infdng. mpl trong nhffng giai phdp Id nang cao hieu qua cua hoat ddng quang bd thffdng hieu.
Bai vi^t ldp trung ldm rd nguyen nhan vi de xua'l mOi sd'giai phdp giiip cdc dia phffdng qudng bd Ihffdng hieu gao ddc sdn Viet Nam lai dii trudng ndi dia.
TuTkhda: Thffdng hieu, quang ba thffdng hieu, gao ddc san.
I. Tinh hinh quang ba thffdng hi?u gao ddc san Vi^t Nam
Theo Hiep hdi Lu'dng thffc Viel Nam (VFA), Viet Nam cd Idi the ve san xua't liia gao vdi san Iffdng Ilia thu hoaeh hang nam khoang iren 40 trieu lan. xual khau 5-7 irieu ta'n/nam. .Mac du la nffdc xua't khdu gao dffng trong top ddu the gidi nhimg ngffdi tieu diing trong nffdc lai khdng cd nhieu cd hdi de bie't de'n nhffng loai gao dac san cua cdc dia phifdng. Ngay lai lhi irffdng irong nffdc. gao Viet Nam cung bi ddnh gid ihd'p hdn gao nhap khau tff cac nffdc Iang gieng. nhff: Thai Lan. Campuehia. Dai Loan. Nhat Ban....
Hien nay. ngffdi lieu dung trong nirdc ihffdng mdi ehi bie't de'n mdt so' thffdng hieu gao ddc san nhff: gao idm xoan Hai Hau. gao tam Dien Bien.
gao Bae Hffdng Hai Hau. gao Seng Cu. gao Cat
Tien Lam Ddng, gao Nang Hi/dng, gao ST25 Sdc Trang. Cac dia phi/dng khac gan nhff chffa xay dffng dffdc mot thUdng hieu gao dac san rieng cho minh.
Mud'n xay dUng va phal trien ihffdng hieu gao dac ,san d mdi dia phu'dng, quang bd thu'dng hieu ia vice lam khdng the thie'u va can cd sff quan tam dau tff thda ddng. Tuy nhien, hien nay, mdt so doanh nghiep san xua't, che bie'n va kinh doanh san pham gao cung nhUcac dia phffdng chffa lam Id'l hoat dong nay. do mdl sd nguyen nhan chu yeu sau
Thd nhd'l, nhgn thdc ciia Idnh duo cdc doanh nghiep vd cdcdiaphutrng vi vai trd cda heat dong qudng bd Ihifcfng hieu ggo dgc sdn con ban cht
Qua khao sdt. Ianh dao la. nhieu doanh nghidp chifa quan tarn dung mffe tdi huai dong qudng bd
268 So 10 - Thang 5/2020
KINH DOANH
ihifdng hieu cho san pham. Hp cho rdng, chi can di^a \ao u> tin cua doanh nghiep va ke't qua gidi thieu san pha'm qua nhffng Idn tham gia hdi chd k:iing nhff hdi Ihao la du de khach hang tim den minh. Ben canh dd, phan Idn doanh nghiep chu'a thffc sff chli ddng trong viec Iffa chon nha phdn phdi So doanh nghiep ed yeu eau khdt khe ddi vdi nha phan phd'i san pham vd cd qua irinh Iffa chgn nha phan phd'i iheo nhffng tieu chi nha'l dinh lii rat it. Nhieu doanh nghiep cd tam ly ehd dpi nha phan phd'i iff lien he vdi minh de ddt hang.
Thd hai. sdn lifOng ggo ddc .scin cung cd'p cho lhi tnfcfng trong nudc cda cdc dia pbitong con thdp.
Hien nay. sdn Iffdng gao danh cho lhi trffdng trong nffdc chi chie'm khoang tff 17<7( - 259c tdng san Iffdng lua gao. Hdn nffa, sdn pham gao dac san thffdng cd san iffdng tha'p, ehi phi va cdng chdm soc ldn hdn nhieu so vdi cde san pham phd ihong nen doanh thu khdng bij ndi chi phi. khd canh tranh vdi cac doanh nghiep d dia phu'dng khac. Nhffng khd khan nay khie'n cac doanh nghiep va dia phUdng chua chu trpng cung cap dn pham cho thj Irffdng ndi dia.
Tlu'tba, banh vt vu lgi cuo cdc gian thtfcfng Idm gidm limb dnh .sdn plid'in ggo clgc sdn, dnh hifdng idi hi^u qud qudng bd ibifcfng bieu cho sdn phdm luiy.
Cac doanh nghiep \ a dia phffdng chffa thffc sif quan tam tdi viee kiem tra, ra sodt viec tieu ihu san pha'm gao ddc san lai thj trUdng trong nffdc.
MUCH gian thffdng da Idi dung dieu ndy de true l0i. Tinh trang pha trdn cac loai gao thffdng vdi gaoddc san, dilng hffdng Heu tarn ffdp vao gao de bdn gia cao ga\' anh hffdng de'n ngffdi tieu dung.
Da\ cung la mdt nguyen nhan khie'n chat lu'dng gaocua Viet Nam bi danh gi;i d mffc thap. ihffdng hieu md nhat.
Thd lit lanh dgo cue dia phifcfiig chifa thtfc sif (juan ldm va cd sit chi dgo mang tinh chien Itftfc ddi vdi cdc hg sdn .xud't vd cdc doanh nghiep kinh doanh sdn pbam ggo ddc son.
Niec mpt sd'dia phffdng chffa cd thffdng hieu cho -.an pha'm gao la do chffa chpn dung san
pham de \ a \ dffng ihffdng hieu. Vdi kieu s.in xuat nhd Ie. phan tdn. ihffdng chay theo Ipi ieh tru'dc mdt. da'l lam bdng mpi gid. san sdng pha \d hdp ddng... ne'u khdng cd sff chi dao \a dinh hifdng diing dan tff phfa lanh dao Ihl kho cd the
\a> di/ngcung nhUquangba rdng rai thffdng hieu gao dac san ciia dia phffdng.
2. Giai phap nSng cao hi^u qua hoat dpng quang ba thffdng hi^u gao ddc san tai thj trffdng npi dia
Quang bd ihUdng hieu chi la mpl bo phdn trong hoai ddng markeling ciia doanh nghiep.
Hoai ddng marketing ciing chi la mdt bd phdn irong chien iffpc kinh doanh cua cdc doanh nghiep. Ne'u khdng cd su' pho'i hdp mpl cdch ddng bd cdc \eu Id' va ngudn Iffe eija doanh nghiep vd dia phUdng ma ehi lap irung vao quang bd Ihffdng hieu thi cung khd mang lai hieu qua kinh doanh td'i da cho doanh nghiep va nhffng ngffdi ndng dan trffc tie'p san xua'l Iua gao. Viec quang ba thffdng hieu gao dac san mpl cdch hieu qua can cd sff kel hdp ddng bp giffa ngffdi ndng dan. chu st!l hffu eua cac doanh nghiep. cde ddi idc ldm an vd cde cd quan chffc ndng d mdi dia phUdng.
Trong thdi gian tdi. cdc doanh nghiep va dja phffdng can laraid'i mpl sd'va'nde sau:
.\ldt Id. Ihay ddi nhan ihffc va Iff duy lanh dao trong va'n de trien khai hoat dpng quang bd ihffdng hieu gao dac sdn tai mdi mdt doanh nghiep. mdi mptdiaphiTdng.
Cde dia phffdng \ a doanh nghiep can Iffa chpn mdt loai gao ddc irffng nha't, ndi Irdi nha't de phdt trien thdnh mdt ihUdng hieu cho san phd'm ddc san cua dia phffdng minh. dii sffc canh tranh vdi gao ddc san ciia cdc dia phffdng khac. Tff dd, xay dffng cac chffdng trinh quang bd cho thu'dng hieu nav mdt each manh me va sau rdng tren thi trffdng. Neu san pham gao dac san cua dia phffdng dffdc ddng dao ngu'di lieu dung biel de'n va lifa chon lhi cd hdi phdt trien se md ra vdi nhieu chung loai san pha'm ndng nghiep khde ciia dia phffdng.
Hen Id. cac doanh nghiep cdn tao sff lien kel chat che irone mdi trffdng nganh de iao nen sffc
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TAP c i i CONG THirONG
manh cdng hudng trong xdy dffng vd phat trien thffdng hieu chung cho san pham gao dac san cua dia phffdng. Bang each tham gia hoae thanh lap eac hiep hdi vd ehe' bien ndng sdn. che bien gao gdp phdn hd trd cho boat ddng kinh doanh ndi chung va quang ba thffdng hieu ndi rieng cho mdi doanh nghiep.
Ba Id. cdc doanh nghiep kinh doanh gao diic san can cd sff lien ke't va phdi hdp chat che vdi Sd ndng nghiep va phdt trien ndng thdn eac dnh.
Sd cdng Ihffdng, Hpi Ndng dan Viet Nam. Phdng Ndng nghiep tai cdc khu vffc ed san xudt. che bie'n gao ddc san de' thffe hien cac hoat ddng quang bd cho san pha'm va doanh nghiep cua minh.
Cac khdch the tren cd the' ho u-d eho cac doanh nghiep ve chinh sach: cung cap ihdng lin ve gid'ng, nhu cau mua - ban iren thi trffdng. Viec ihu thdp thong tin tff cac td ehffe ndy se giup cdc doanh nghiep liet kiem dffdc thdi gian va chi phi.
hdn nffa do ehinh xdc ciia thdng tm cung dUdc dam bao.
Ben canh dd. cdc khdch the nay deu la nhffng to chffc dai dien cho quyen Ipi cua ngffdi lieu dflng. nen viec luyen truyen. phd bien va quang bd eho san phd'm ciia cae doanh nghiep se cd sffc thuyel phue cao. Cdc doanh nghiep can khai ihac td't yeu Id' nay, \d\ dffng nhffng chffdng trinh hdi thao hay td chffc cdc Idp tap hua'n ve ndng nghiep va nhd cdc td chffc nay giup minh ihffc hien chffdng trinh. Da\ se la hoat ddng gdp phan ihu hiil ddng dao cac nha phan phd'i va cdng chung tham gia.
Bcni Id. cac doanh nghiep can cd sff phd'i hdp chat che vdi dai truyen hinh va cde ddn vi ihdng ta'n bao chi de tang cffdng gidi thieu \ e cac doanh
nghiep va sdn pha'm gao ddc san ciia minh.
Thdng qua cdc phdng sff ve cdc doanh nghidp die'n hinh trong thdi ky phdt trien kinh le hodc nhffng phdng sff ve trang dia phffdng, nhffng ngffdi lam iruyen hinh va bdo chi ed the gidi thieu san pha'm gao ddc san ciia dia phffdng va nhffng doanh nghiep dien hinh, tff dd gia tdng hieu qua ciia boat ddng quang ba thtfdng hidu cho san pha'm.
Ben canh dd. can ldng cffdng quang bd tren nhffng phffdng lien thdng tin dai chiing dang dffdc ngudi tieu dung quan tam hien nay, nhff: iren cdc san giao dich ndng san, tren cdc websiie bdn gao online (hien nay ed mot so' website dang qudng ba ra'l hieu qua cho ihffdng hieu gao dde san ciia mdt sd' dja phffdng nhff: hunglamrice.com.vn;
sieulhigaongon.com; gaongon4nha.com.vn;
gaovnfl.vn...).
Ndm Id. difa phal tnen hoat dpng s3n xua't, kinh doanh gao dac san vdo nhiem vu trpng tam phdt trie'n kinh te'- xa hpi eua dia phffdng.
Theo cdc chuyen gia, mud'n xay dffng thffdng hieu cho gao ddc sdn, dau tien phai cd viing nguyen lieu Idn, cd chffdng trinh quang bd san pham, ddc biet la phdi cd bien phdp ngdn chdn tinh irang gao gia, gao kem cha'l Iffdng.
Can chu irpng viec quy hoaeh de hinh ihdnh m6l so'vung san xua'l nguyen lieu tap irung, quy mo ldn va md rdng hinh thffc mua - bdn thdng qua hdp dong nham tao ngudn nguyen lieu dn dinh cho san xud'i. Ddng ihdi, can tieh cffe dau tff xay dffng ha tang cho cdc vung chuyen ddi, nha't la ve ihiiy Ipi; tang ctfdng hd ird ndng dan ve gid'ng, vd'n, vat iff, ky thual nhdm tao san pham chat Iffdng cao, du tieu chuan Iam hang hda ddesan •
TAI LIEU THAM KHAO:
1. BO Nong nghiep va Phat Uien nong didn (2018). Bdo cdo tinh hinh xudt khdu lua gao giai dauu 2012 • 2018.
2. Chinh phu ntfdc CHXHCN Viel Nam (2015). Qu\<:r'l djnh sd 706/QD-TTg phe duvC-l • De on phin iru^„ //j^yn^
bieu ggo \ 'lel \am den 2020. tdm nliin 2030'.
270 So 10-Thong 5/2020
KINH DOANH
3. B<i Cong Thifdng (2019), Bdo cdo kim nggch .xudi klidu ggo Viet .Wmi mim 2019.
4. Tran Anh Huy (2015), Kbdc phue trd nggi irong .xdy dung thuang hieu cho dac sdn dia phUcmg. tmy cap 2,lh 16 ngii) 16/03/2019, https://lualminhkhue.vn
Nga>nh§n bai: 17/4/2020
Ngay phan bi^n danh gia va sufa chiTa: 27/4/2020 Ngay chS'p nh§n dSng bai; 7/5/2020
Thdng tin idc gid
PGS.TS.NGUYI:N QUOC THINK ThS. NGUVfiN THJ VAN QUYNH Bfi mon Quan tri thfftfng hi$u, Khoa Marketing Trfftfng Dai hpc Thffdng mai
ENHANCING THE EFFICIENCY
OF BRAND PROMOTION ACTIVITIES OF VIETNAMESE SPECIALTY RICE IN DOMESTIC MARKET
• Assoc.Prof.Ph.D NGUYEN QUOC THINH
• Maser. NGUYEN THI VAN QUYNH Department of Brand Management Faculty of Marketing, Thuongmoi University
ABSTRACT:
Rice products of many localities which have produce rice for a long time are not widely known and unfamiliar with consumers as localities do not pay sufficient attention to promote their rice products. Enhancing the efficiency of brand promotion aclivides of rice products could help localities to maintain and enhance their specially rice's positions in markei. This article clarifies the causes and proposes some solutions to help loealides promote theu- specially rice brands.
Keywords; Brand, brand promotion, specialt;' rice.
So 10-Thdng 5/2020 271