Do Thi Thdy Phuang

Do Thi Thdy Phuang Tgp chi KHOA HOC & CONG NGHE 133(03)/!: 11-

GIAI PHAP NANG CAO NANG LlTC CANH TRANH TAI CONG TY VINAPHONE D 5 Thj Thuy Phutmg' Trudng Dgi hge Kinh le & Quan trf kinh doanh - DH Thai Nguyen TOMTAT

Trudc bdi cdnh hpi nhap quIc tl theo cdc lo trinh md Nha nude dd dSit ra, dg tudn thii cdc cam kit md Viet Nam da ky kit khi ra nhap WTO nhdt Id frong ITnh vyc viin thong, dbi hoi Cdng ty (Cty) Vinaphone phai doi mdi to chirc, kinh doanh cho phii hpp vdi b6i canh hien nay vd xu tbg thdi dgi.

Viec ddnh gid thuc trgng nang lyc cgnh tranh cua Cty dl dl xudt cdc gidi phdp ndng cao nang lyc cgnh franh ciia Cty Vinaphone la rdt cdn thilt dk Cty co thi bdo dam duy fri nSng lyc canh franh thfch ling vdi bii cdnh mdi, xu thi mdi frong nude vd qu6c tl va dl thdnh cong frong kinh doanh, chiem ITnh thj trudng vign thdng uong nude vd trgn thi gidi.

Tir khda: Ndng luc, cgnh tranh. sdn phdm. dich vu. thi phdn DAT VAN DE

Cgnh tranh la xu hudng chung cua mpi nin kinh tg. Nd anb hudng tdi tdt cd cdc ITnh vuc, cdc thdnh phan kinh te va cac doanh nghiep.

Ngay nay, hdu bet cac quoc gia dgu thira nhdn trong mgi hogt dpng dgu phdi canh franh, coi canh tranh khdng nhiing Id mdi frudng va ddng lyc cua sy phat trign, tbiic diy san xuit kinh doanh, tang nang suat tao ddng, tang hifu qud, md cdn Id ygu to quan trpng ldm lanh manb hod cac quan he kinh tg - chinh frj - xa hpi.

Trong CO che thj trudng djnh budng XHCN, hpi nhgp kinh t l thi gidi va khu vuc dd vd se xuat hien nhieu ddi thu cgnh tranh, ciing ehia se trong hogt dpng kinh doanh djch vy vign thdng, vira hgp tdc vira canh tranh. Difu ndy dem lai nhigu khd khan vd thdeh thiic mdi cho ngdnh vien thdng ndi chung, Cty Vinaphone Vift Nam ndi rigng. Thj trudng thdng tin di dpng Viet Nam trong mdt vai nam gan day trd nen sdi ddng vd canh tranh kbdc Het hon khi ngdy cang cd nhigu nha khai thdc djch vu trong va ngoai nude tham gia vao ITnh vyc ndy. Hien nay, Viet Nam cd 6 nha cung cap djch vu thdng tin di dgng ldn do Id: VNP, VMS, Viettet, S-fone, Vietnammobile, Beetine. Trudc mpt mdi trudng canh tranh nhu vdy, cac nhd eung cap dich vu thdng tin di dpng phdi khdng ngimg ddi mdi vd ndng

Tel 0912 551551. Email- ihuyphuongki lueba@gmail a

cao ndng lyc cgnh tranh df dam bdo hifu qua kinh doanh, tang trudng thj phan va phat trign ben viing.

Dich vu thdng tin di dgng ngdy cdng phdt trign mgnh me, trd thanh mdt phdn tat ygu ctia cupc sdng mdi ngudi dan, gdp phin thuc diy phdt frien kinh te - xa hgi Vift Nam ndi chung va dem lai hieu qua kinh te cho doanh nghiep hoat dpng kinh doanh frong ITnh vuc dd, vi viy viec dua ra mpt sd gidi phdp ndng cao ndng luc canh tranh cho cae Cty vien thdng la rat quan frgng dgc biet Id vdi Cty Vinaphone.

THUC TRANG N A N G LUC CANH TRANH CUA CTY VINAPHONE Ngay 14/6/1997 Tdng cyc Buu difn quygt djnh thdnh lap Cty Djch vy Vien thdng theo Quylt dinh sd 331/QD - TCCB. Cty Dich vu Vien thdng den nay da trd thanh mpt trong nhiing Cty cung cdp cac djch vu Vign thdng hien dai ciia Tap dodn BCVT Viet Nam. Hien nay, tgn vigt tat cua Cty Dich vy Vien thdng da dupe ddi thanb VINAPHONE (theo quylt djnh sd 113/QD-TCCB-HDQT ngay 09/8/2006 ciia Chti tich Hdi ddng quan frj Tap doan Buu chinh Vign thdng Viet Nam).

Nang lire csinh tranh vl san pham/dich vu ciia Cty Vinaphone

Ddnh gid chdt lugng sdn phdm/dich vu Chdt lugng mgng lic&i: Viing phii sdng, chdt lugng cudc gpi

Dac thil ciia djch vy thdng tin di ddng Id dam bdo thdng tin lien lac "tudn ben bgn dii ban d 11

Do Thj Thiiy Phuong Tap chi KHOA HOC & CONG NGHE 133(03)/l: 11 -18 diu", do do viec md rdng viing phii sdng vd

ning cao chit tugng mgng ludi la yeu td hang dau cac nhd khai thac quan tdm. Ngay tir nhirng ngdy ddu thanh tap Cty Vinaphone dd chii trpng din viec md rpng vimg phii sdng, khdng ngiing gia tang sd fram phat sdng, tang dung tupng tdng dai, nang cip mgng ludi,...

Ngoai ra, Cty cdn chii frpng dau tu cdc xe phat sdng tuu ddng de chdng nghen cue bd do tap frung mpt sd lugng Idn khach hang tgi mdt dja diem.

Chdt lugng mang ludi qua cdc ndm cua Cty Vinaphone nhu sau:

Chit lupng cudc gpi ciia djeh vy do Cty Vinaphone cung cip ngay cdng dupc nang cao. Ty te cudc gpi thdnh cdng va ty le rdt mgch ctia cac thug bao di ddng Vinaphone deu dgt chi tigu chdt lugng hdng nam cua Cty de ra. '

Bang I: Chat luang mgng lu&i qua cdc ndm cua Cty Vinaphone

Dan vi tinh: % 2011 2012 2013

~~, T^ le cupc thanh cong 2 Ty le nghgn mach

gp' 97,5 2,5

98,0 2,0 Nguon: Cty Vinaphone Theo danh gid eua cae Cty nghign ciiu thj trudng chuygn nghiep, tdng hop cdc y kign phdn dnh cua khdch hdng frong qua frinh su dyng djch vu cho thay viing phu sdng, chat tugng cudc gpi ctia Vinaphone Id tdt ban.

Tir ket qua fren ta thiy khach hdng kha hai Idng vg chat lugng sdng, cudc gpi ciia Cty. Cd den 46,5% khach hdng ddnh gia tdt vg viing phii sdng, cd 43% khdch bang nhan xet rdt tdt viing phu sdng ciia Cty, Kit qud trgn phan anb

Bdng 2: Kel qua dieu Ira tham ddy kien khdch hdng vi chdt luang mang lu&i vd viing phu song ciia Cty Vinaphone

chinh xdc chdt tuong viing phti sdng ciia Cty.

Viec ndng cao chat lugng vimg phu sdng dd keo theo chit lugng cudc ggi ciia cac thue bao Vinaphone dugc tot ban. Cd din 95% khdch hdng dugc tham dd danh gid rit cao ve chat tupng cudc gpi ciia Vinaphone. Mgt ygu tl niia ciia cbat tugng mgng ludi Id: miic dp thdng thoai cung da duge 98,2% khach hdng danh gid tdt. Digu nay hoan todn phii hgp vdi myc tieu ty Ie cudc gpi thdnh cdng eua Cty Id 97%. Tuy nhien, qua bdng dilu tra trgn ta thdy vin cd 5% khach hdng danh gid viing phu sdng ciia Cty cdn kem.

Ddnh gid chinh sdch gid cu&c ciia Cty Vinaphone

Qua kit qua khao sat tham dd y kign khdch hang, cho thiy: Cd trgn 74,0% khach hang dugc dieu fra danh gid miic gia cudc ciia Vinaphone frung binh vd re, I7,5%i khdch hdng nhan xet miic cudc cua Vinaphone cao, 8,5% khach hdng nhan xet gia cudc ciia Vinaphone rat cao, Dieu nay cho thiy nhiing mong dgi ctia khach hang vdn chua dugc Cty ddp ung do chinh sdch gid cudc chua linh hogt va phii hgp cho nbieu ddi tugng khdch hang... Do dd, Cty can phai xem xet ed chinh sach gia phii hgp nhu: giam gia eude, cd cdc chinh sach chiet Icbau va giam gia dg khach hdng gpi nhigu, cd nhihig chinh sach linh boat,... dg thda man khdch hang.

Mgng lir&iphdn phoi cua Cty Vinaphone Vinaphone cd 2 he thdng phin pbdi: He thdng kenh phdn phdi tryc tiep vd kenh pbin phoi gidn tigp.

1 2 3

Noi dung danh gia Vung phli song cua Cty Chat lirgng cuoc got Muc do thong thoai

1 R i t him

2 Kim

2 Ket qua

3 Vila

13 6 2

4 T6t

72 21 7

5 R i t tot

13 73 91 Nguon: Kit qud diiu tra cua tdc gid

Do Thi Tbiiy Phuong Tap chi KHOA HOC & CONG NGHE 133(03)/1: 11 -18 Qua ket qua dilu fra khach hang ta thdy cd

83%o khdch bang nhdn xet mgng ludi cdc cira hang, dai ly chuygn ciia Vinaphone rpng khdp, tifn Igi cho khdch hang khi sir dyng san phdm, dich vy cua Cty, Cd dupe kit qua nay la do Cty chii frpng din vdn de md rgng mgng ludi phan phdi dgc bift la phdt trien he thdng dai ly chuygn. Tuy nhign, cung cd din 8%

khach hang dugc dilu tra chua hai ldng vl marig tudi phan phdi cua Cty. Do dd, Cty ciing can quan tim cai tien md rgng mang ludi phan phdi ban niia. Cd 84% khach hdng danh gia cira hdng, dgi ty ciia Cty Vinaphone dugc trang fri dep, de nhan bigt. Cac eiia hang, dgi ly dugc trang fri theo tieu chuin chung, hip dan, tdi cudn tae tim ly de ehju cbo khach bang. Qua kgt qua dieu tra thi cd 91% khaeh hang danh gia cae qui djnh, thu tyc ciia Cty Vinaphone don gian, thuan tien cho ngudi tieu dimg. Bgn canh dd, cd 9%

khdch hdng dugc dilu tra chua ddnh gid tdt vl cdc thii tyc, qui dmh ctia Cty ma Vinaphone can phdi nghien ctiu, cai tiln dl lam hai ldng khdch hang hon.

Khuyin mgi cita Cty Vinaphone

Khuyen mgi cua Vinaphone nham khuyen khich, thuc day khdch hang dang ky thug bao mdi; khuyen khich khach hang sti dung thir nhiing djch vy mdi; khuyin khfch khdch hdng tra ng cudc dimg hgn. Vinaphone thuang sir dung cdc hinh thire khuyen mgi sau: khuygn mai gidm gia ban ho§c tang tiln, khuygn mgi tdng qua, chuang trinh "sd khach hang yfu thich" (npi dung gom chpn cac sd dep, de nhd dg kich thich khdch hang hod mgng mdi)...

Khach hang ua thich hinh thiic khuyin mgi tdng tiln vi mudn dugc sir dung nhieu hon chi phi minh bd ra ban ddu. Miic dp sti dyng hinh thtic khuygn mai tdng tiln trong thdi gian qua hiu nhu lien tuc trong cac djp ll, tet, cac ngay ky niem trong nam ...

Quan hi cgng ddng ciia Cty Vinaphone Vinaphone tham gia mpt sd boat ddng c^ng dong de ning cao uy tin cua sdn phim vd danh tiing ciia minh. Cty da xdy dung nhd

tinh nghTa, nhd tinh thuang, tai trg cho cac chuang trinh ca nhac "Nhip ciu be ban", giai dua xe dap ciip truyen hinh, giai bdng da...

Tuy nhien cdc hogt ddng nay cdn md nhgt, tap trung d mdt sd thdnh phd ldn.

Chdm sdc khdch hdng (CSKH) ciia Cty Vinaphone

Qua kgt qua digu tra, cd dgn 61% khdch hang ddnh gid cdng tac qudng cdo giy dupc dn tugng, 59% khdch hang danh gia cdc chuang trinh khuyen mai hap dan, trgn 74%i khach hdng nhgn xet cac chuong trinh chdm sdc khaeh hang ciia Vinaphone da dgng, phong phu va 27% khdch hang danh gia he thdng hd trp CSKH qua 19001091 chua dap irng dugc yeu cau.

Thi phan cua Cty Vinaphone

Bang 3: Thi phdn cdc mang dl dpng nam 2011 - 2013 Dan vj tinh: %

^ ^ ^ Nam

^^--^

Cfic mang ^ ^ ^ Vinaphone Mobifone Vietel Mang Ithdc

2011 28,30 29,00 34,90 7,80

2012 27,19 27,15 33,82 11,84

2013 28,71 29,11 36,72 5,47 Ngudn: Cty Vinaphone Thj phan cudi nam 2004 ctia Vietel chi mdi 3,3%. sang ndm 2008 thi tang lgn din 30%.

Trong khi dd thi phin cudi nam 2004 ciia Vinaphone Id 55,4%i nhung din cudi nam 2008 da gidm xudng cdn 32%i. Va din nam 2009 Cty Vinaphone da nhudng ngdi vi sd 1 lai cho mgng Vietel. Trong nam 2013, Cty Vinaphone cd gdng giii vung va tirng budc gidnh Iai thj phdn fren ca sd xac djnh ldy KH lam trung tim cho chign luge ciia Cty.

Cty sg tip trung mpi nguon lyc dl ciing cd phat trign mang ludi va kinh doanh. Trudc mat, tap trung vao thj trudng khu vyc phia Nam de giii vd md rong thi phan khi cdc doanh nghiep khac dang canh tranh gay gat.

Ndng luc qudn ly va dieu hdnh cUa Cty Vinaphone

Trong nhiing nam qua, tuy cd nhigu ylu to tdc ddng khdng thuin lgi nhung Cty

13

Do Thj Thiiy Phuang Tap chi KHOA HQC & CONG NGHE I33(03)/l: 11-18 Vinaphone da ludn phan ddu hodn thanh tdt

cac muc tigu vd cdc nhiem vy de ra. Co chg quan ly dd dugc cai thien, cdng tac quan ty digu hdnh da lign tyc dupc kien toan d tit ea cac ITnh vuc cdng tdc; he thdng vdn ban quan ly dugc ban hanh kjp thdi vd ddng bd tgo dilu kien thuc day cac boat ddng.

Dgn nay, cdng tdc qudn ly dilu hanh chung da cd nhigu tign bd, ed nhieu dieu chinh ddi mdi, dap ting vdi ygu eau thuc tien. Viec phdn cip, md rdng quyen chii ddng da gdn vdi trdeh nhiem ciia Lanh dao cac don vj; da giam tbigu che dp hdi hpp, tang cudng ddi thogi true tuyen, giim bdt thii tyc hanh ehinh;

tap trung xem xet, gidi quyet nhanh, dirt digm cdc vdn de khd khan, vudng mde; tgo sy phdi hgp ddng bd, nhanh, kip thdi giiia cdc bp phan chirc ndng tham muu, qudn ly.

Trinh dp trang thiet hi, cong nghe cua Cty Vinaphone

Hign nay, cd thg nhan xet khai qudt, mang ludi cua Cty Vinaphone dugc xep vdo toai hifn dgi trfn thg gidi vdi sd boa hoan toan, cdng nghf hien dgi va mang vien thong ciia Cty Vinaphone da chuyen sang mang thg he sau NGN. Do do, da cho phep mdt sd dich vy mdi dupc cung cdp trgn ngn mang NGN. Vdi dong gdp phdn Idn ciia Vinaphone, ket cdu ha tdng CNTT vd truygn thdng (ICT) quoc gia vd quoc tg da dugc tang cudng, hien dai hda, bao phli rpng khdp ea nude vdi thdng lugng Idn, tdc do vd chat lugng cao, lam ngn tang cho viec phdt frign CNTT, phuc vu sy nghiep CNH, HDH dit nude. Bgn cgnh do, Cty Vinaphone day nhanh vifc ting dyng vd phdt trien CNTT, cdng nghe phan mfm vdo trong SXKD va phuc vu thdng qua viec trign khai nhanh mang ludi den cdc khu cdng nghe cao, gidm cudc truy nhip vd thuc hien gid cong uu ddi.

Ve Cff cau to churc va nguon luc ciia Cty Vinaphone

Ve ca cdu td chicc cua Cty Vinaphone Vice t6 chiic SXKD djch vu Vinaphone cd nhiing dac thii rieng khac biet so vdi cdc CTy khac, Cty Vinaphone va cdc VNPT tinh/thanh phd la dan vi thdnh vign hach todn phy thupc 14

Tgp doan VNPT ciing tham gia vao qua frinh kinh doanh dich vy, frong dd Cty Vinaphone la don vi chti qudn djch vy, cdc VNPT tinh thdnh la dai ty duy nhit trgn dja bdn tinh/thanh phd thyc hien van hdnh mgng ludi, tryc tilp thiet kl kgnh phan phdi, cung ting sdn phim, djeh vy Vinaphone tdi cae kenh phdn phdi tren dja ban quan Iy. Ddi vdi Cty Vinaphone do haeh todn phu thudc Tgp doan VNPT nen trong cdng tac dilu hanh chi dgo SXKD ctia Ban lanh dao cdn phu thupc nhieu vao quylt dinh ciia Cty me - Tip doan VNPT.

Vi ngudn nhdn luc cita Cty Vinaphone Sd lao dgng cd trinh do dai hoc, cao dang va trgn dai hpc cao ban mdt sd ITnh vyc khac.

Dieu nay ciing phii hgp vdi dac thii lao dpng vign tbdng la ITnh vyc gdn liln vdi cdng nghf eao, ddi hdi Iao dpng cd trinh dp cao. S6 tugng tao dgng cdng nhdn binh quin qua 3 nam chiem 37%. Sd iao dpng chua qua ddo tgo cua Cty binh quin 3 nam chigm 22%.

Nang suit Iao dgng trong Cty edn thip din tdi kgt qua Id chi phi djch vu cao, din tdi gia cudc djch vy cung bj dpi cao ten, anh hudng bat lgi tdi nang tyc cgnh tranh ciia Cty khi phai canh franh vdi cac ddi thti trong nude vd quoc te. Theo danh gia tii kgt qua dilu fra khao sat cho thiy ddi vdi chi tigu sd lugng iao dpng ctia Cty la cao ban vdi ddi thu (chigm 45%), trinh dp hpc vdn ciia CBCNV la tuong duong (36%) nhung yeu td vl chit lugng va trinh dp lao dpng ciia Vinaphone dgt mtic cao chi chigm t4%i y kiln ddngy. Chinh sd lugng lao ddng nhieu dd phdn nao ldm gidm vd tao yeu td bit tgi nang luc cgnh tranh ciia Vinaphone.

Nang luc dau tu nghien ciru va phat triln(R&D) cua VNP

Cdng tac NCKH thudng xuyen ddi mdi va hoan thifn. Vdi viec xdydyng va triln khai cdc chuang trinh nghien ctiu frpng dilm phii hgp vdi xu the tich hgp mang vdi cdc djch vu buu chinh, viin thdng va CNTT, trdnh triing ldp cdc ndi dung, de tdi thudc cac chuong trinh nghien ciiu. Hudng nghign ciru vao cdc mui nhpn nhdm gidi quygt cdc bai todn tdn, tao ra cdc san phim iing dung vao thuc tl SXKD cua Vinaphone va cd siic cgnh tranh

Do Thi Thuy Pbuong Tap chi KHOA HOC & CONG NGHE 133(03)/1: 11-18 tren thj trudng. Vinaphone dS tich cue phdi

hgp vdi cdc ddi tac, cdc tip dodn cd uy tin va kinh nghifm xiy dung cac phdng thi nghifm, triln khai cac chuang trinh NCKH tgi Hpc vifn Cdng nghf BCVT va mpt sd don vj phyc vu gidng day vd thii nghiem, do kilm mang ludi.

Hang nam, Cty Vinaphone thudng xuyen trao ddi cac sdn phdm cua cdc td chiic NCKH vdi cac dan vj SXKD; thj trudng hda, xd hdi hda hogt dpng KHCN ctia Tap doan; dau tu cd chpn Ipc cho cdc dl tai, chuang trinh nghien ciru chign luge, cd tinh kha thi cao. Dgc biet, cdc dy an diu tu nghien ciiu cho ITnh vyc cdng nghigp dugc thyc thi tot, nhieu san pbam mdi, djch vy mdi ciia cdc dan vi cdng nghifp tilp tyc dugc triln khai tren mang.

Nang lire hgp tac trong nirac v^ quoc te cua Cty Vinaphone

Trgn thj trudng thdng tin di dpng Viet Nam, Cty Vinaphone da va dang thyc hien hpp tac vdi tit cd cdc doanh nghiep vign thdng trong nude vl viec thyc hifn kit ndi mang, thyc hien roaming trong nude vdi MobiFone, G- Tet. Viec hgp tdc nay dd thuc hien tdt yeu ciu ciia nha nude trong qui djnh vg ket ndi, chdng ddc quyen frong kinh doanh, cung chia se ha ting va kinh doanh eiing cd lai. Tren ITnh vyc hgp tac qude tl, Cty cd quan he bgn hang vdi nhilu ddi tac nude ngoai la cac tip dodn da quoc gia viin thdng va CNTT hang ddu tren thi gidi trong tit ca cdc ITnh vuc kinh doanh.

Cac hogt dpng quan hf va hgp tdc qude te ludn dugc tdng eudng va dugc md rpng.

GlAl P H A P N A N G CAO N A N G LU'C CANH TRANH CUA CTY VINAPHONE Nang cao chat lirprng san pham/dich vu ciia Cty Vinaphone

Ndng cao chdt lugng mgng lir&i cung cdp sdn phdm dich vi^

Ddu tu cdng nghf mdi, md rpng viing phii sdng 2G, 3 0 ddm bao viing phii sdng rpng khdp va dn djnh dam bdo chat lugng thogi, tdc dp truy cgp GPRS, cae umg dung tren nin edng nghf 3G, frong tuang lai cd thg la 4G...

Ndng cao chdt lugmg phuc vu

Cty can chu trpng ning cao chit lugng dpi ngu tao dpng: giao djeh vien tai cac ciia hdng.

khai thac vign tai cac tdng ddi, nhan vign thj trudng fryc tiep tilp thj cho khdch hang vd dgi ly... Vinaphone can dao tao cdc ky ndng mem, kiln thtic nghiep vu, tdc nghiep... cho dpi ngu nhin vien, xay dyng van hod dich vy khach bang, quan tam dgn khach hang.

Cty cin xiy dyng va hoan thien cac qui chuin, tigu chudn chdt lupng mang ludi, de dam bdo khai thac mang ludi, xir ly va khac phue sy ed dugc kjp thdi.

Xiy dyng bd quy tdc iing xu cho ddi ngii nhan vien tryc tigp tiep xiic vdi KH, khai thac vign,..

Md rdng he thdng cac cira hang, showroom, ndng cao he thdng nhdn dien thuang hifu...

frgn toan quoc trong dd bao gdm ap dyng cac quy djnh thdng nhdt frgn todn mgng ludi.

Kigm tra thudng xuygn, chat che boat dpng phin phdi, chit lugng phyc vu khdch hang ciia cdc ciia hang, dai Iy, de kip thdi chan chinh cdc sai sdt mang lai sy hdi Idng tdi da cho khdch hang.

Ndng cao ndng luc Marketing vd lua chgn thi tru&ng m^c tieu cua Cty Vinaphone - Tdng cirang diiu tra. nghiin ciru thi tric&ng Qk thyc hien tdt cdng tac dilu tra, nghign cuu thi trudng, Cty cin xiy dung mdt "Chucmg trinh tdng the nghiin cmi thf tru&ng", bao gdm cdc budc sau: Xiy dung va phan tich he thdng dii lifu ve thj trudng; Tren ca sd thdng tin chung da dugc xay dung tiln hanh phan tich va xdc dinh vimg thi trudng tigm nang, vung thi trudng da dugc khai thdc, viing thj trudng chua dugc khai thac va danh gia quy md eua tirng viing thj trudng. Xac dinh vimg tbj frudng cd tiem ndng ldn, mang lai doanh thu cao. Djnh lugng, du bdo quy md, tdc do phat trien ciia mdi viing thi trudng, ket tudn cac digm manh ylu ciia ddi thti cgnh franh.;

Tiln hanh cac chuang trinh khdo sat, digu tra vg nhu ciu cy the ctia khach hang dg cd co sd xay dyng chien. luge va kg hoach Marketing cho mdi doan thi trudng,

- Ndng cao chdt luang cong tdc chdm sdc khdch hdne

De tbyc hifn td cdng tdc chdm sdc khach hang, Cty cin tich cyc diy mgnh cdng tac NCTT frong dd can dae biet chu trpng nghign

Do Thj Thtiy Phucmg Tgp chi KHOA HQC & CONG NGHE 133(03)/! 11-18 ciru nhu ciu khach hdng, ddi thti canh franh la

mdt cdng cu gdp pbdn dam bdo kha ndng kinh doanh cd hieu qua dap ung nhu eau khach hang, chiem ITnh thi frudng; coi nhu cdu thj frudng dg djnh hudng phdt trign ddu tu mang ludi, trign khai dicb vu.

Da dgng vd linh hogt trong cdc chinh sdch gid cu&c

- Thyc hifn cdc chinh sdch gia phii hgp dg tao khdch hdng trung thdnh, khach hang Idn va thu hut them cdc khdch hdng mdi. Ddi vdi cac dich vu mdi cd the cho diing thii nghiem mign phi sau dd dp dung miic cudc hpp ly. Thuc hifn chinh sach gia cudc uu ddi cho ddi tucmg hpc sinh, sinh vign.

- Chinh sdch gia cudc, thj trudng vira thdng nhit trong chinh sach vira linh hogt theo bign dpng ctia thj trudng. Chinh sdeh gia cudc, djch vu cin thay ddi mgnh me theo hudng cung cip dich vu trpn gdi, tich hgp djch vu, giai phdp ve thdng tin cho khdch hang.

- Xdy dyng Id frinh dieu chinh gia cudc kit ndi phil hop vdi gia thdnh vd cdc khodn diu tu vdo hg tdng co sd.

Ngodi ra, Cty cd thg ap dung mdt sd chinh sach khac nhu: Cd chinh sach giim gia cudc cho cde ddi tugng khach hdng ddc biet nhu hpc sinh, sinh vign, trudng hpc, thu vien, tram y te hoac cdc khdch hdng thudc khu vyc ndng thdn, cac khdch hang cd thu nhdp thip; cd thi kgt hop vdi cdc digm bdn may kem ban thg, giam cudc hda mgng cho khdch hang mua mdy; thuc hifn giam gia cudc hodc mien cudc frong mdt sd ngay Ie Idn. Chii ddng diy mgnh todn dien hgp tdc frong nude va qude tl, tich cyc thyc hien Chiln tugc dai duang xanh vd tham gia chudi gid trj todn ciu,

M& rdng thi phdn ciia Cty Vinaphone ' Ma rdng mgng hc&i cung cdp sdn phdm, dich vu: Thuc chat, cac chinh sacb chigu thj, khuygn mai giam gid ban tuy cd hieu qud nhanh nhung cdc hinh thiie ndy chi dgt dupc uu the trong thdi gian ngdn bdi vi ddi thu cgnh tranh ciing bdt chudc nhanh chdng. Van dg cin dat ra Id tao ngn cdc ylu td cd lpi thi dai han, dgt dupc miic hdi Idng ngdy cdng cao ciia khach hang. Mdt frong nhiing bien phdp 16

dg dat dugc dilu nay la cai tign, md rdng mang ludi phan phdi djeh vu de phyc vy khach hang mpi luc mpi nai.

Nang cao ndng luc quan ly va dieu hdnh Trong gian doan tdi, Cty cin xay dyng he tbdng ca che quan ly va dieu hanh phii hpp vdi md hinh td chirc mdi - dilu hanh theo co che thj tnidng, lay khach hang tdm trung tdm, dap ling tdt nhit v l chit lugng djeh vu va thda man tdi da cdc nhu cdu cua khach hang vg sti dung djch vy BCVT&CNTT. Trong ca chg qudn ly npi bp, can xay dyng va hoar thien ca che vg ddi mdi cdng nghe, dau tu, kinh doanh, phan phdi tien tuong. cua Cty va cic DVTV. Trong dd, cin dgc biet quan tam tdi cae ca che phoi hgp kinh doanh giua cdc DVTV nhdm gia tang sue mgnh chung ciia Cty, dam bdo su gan kgt giiia cdc DVTV.

Gidi phdp vi ddi mcri cong nghi, trimg thiit hi Trong giai dogn 2014 -2020, Cty can: tilp tuc ddi mdi va hoan thien phuong phap thyc hien ddu tu xiy dung, diu tu ddi mdi cdng nghe va frang thigt bj cho phii hgp vdi md hinh tl chiic mdi. Tigp tuc day manh phdn cap trong quan Iy ddu tu, diy manh quyen ty chu trong hogt ddng diu tu ctia dan vi di liln vdi tang cudng kilm tra, giam sat diu tu. Pbdi kbdc phuc tinh trang diu tu dan trai ve djch vu va dia bdn; dau tu mgng tudi phat friln djch vy can xudt phat tur nhu ciu cua khach hdng, tren ca sd tinh todn ve hifu qua theo dich vu, dja bdn de cd phan bd ngudn von diu tu phii hop.

Hoan thien ca cdu, md hinh td chirc vd phdt trien ngudn nhdn luc cua Cty Vinaphone Viec ddi mdi to chiic va quan iy ngn td chiic sap xIp cac DVTV theo hudng hop Iy, gpn nhe, giam bdt khdu frung gian ddng thai pho hgp vdi ca che thj trudng, ndng cao tinh tu chil kinh doanh ciia cac dan vj theo hudng xac djnh ro cac don vj kinh doanh djch vu.

Viec ddi mdi ca cau td chtic phai di ddi vdi ddi mdi ca chl quan !y. Tap doan chi quan ly theo muc tigu, vdn, cdng nghf, cac don vi dupc' sdp xgp tai cin dupc td chirc theo hudng gon nhe, hieu qua nhdm tang sy chu dpng vd ndng ddng frong kinh doanh; tao tinh ddc lap...

Ddi mdi td chiic can phai dgt car uc tigu:

D§ Tbi Thtiy Phuang Tgp chl KHOA HOC & CONG NGHfi 133(03)/!: 11-18 Bao todn vd phdt trign v6n chti sd hiru ddu tu

tai Cty va vdn cOa Cty diu tu tai cac doanh nghiep khac, hodn thanh cac nhiem vy khac do chu sd hull giao; Dam bio dugc sy tang trudng, dieu chinh timg budc de bao dam sy on djnh va phu hgp vdi trinh do qudn ly, trinh dp cdng nghe, ddng thdi bao ve quygn Ipi ctia khdch hang, cdc tap the vd ngudi lao ddng trong VNPT; Nang cao sire canh tranh ciia VNPT, ddm bdo thing Ipi trong hdi nhgp vd canh tranh qude tg.

Kifn toan dpi ngu va ddi mdi td chiic boat dpng ctia cae ca sd dao tao cua Cty; tang cudng lien ket, hgp tic vdi cae eo sd ddo tao uy tin trong nude va qude tl, dam bao dap irng yeu cau dao tgo nhan tyc cd chit lugng cao eho Cty.

Ddi m&i vd ndng cao ndng luc R&D - Tigp tyc hoan thifn he thdng cac quy dinh, hudng ddn boat ddng R&D dong bp, todn dien, cd tinh khd thi cao nhdm thu hiit, khuyin khich, ddng vien dpi ngu nghien ctiu phdt huy tdi da khd nang sang tao, tgo ra cac san pham KHCN dap ung nhu ciu.

- Xay dung mdi lign he chdt ehe giira VNPT va cdc DVTV de xdc djnh cae vin de cin nghign ciiru gidi quylt phdt sinh tir cac dan vj, phd biln kit qud nghign ciiu, cac giai phap, bifn phdp khde phyc khd khan, vudng mac cua cdc dan vj.

- To chiic xiy dyng vd triln khai tdt cac chuang trinh KHCN trpng diem mang tinh chiln,lupc, djnh hudng ddng thdi bao dam thich nghi vdi nhiing bign dgng ve td ehiic, md hinh qudn ly, dilu hanh vd SXKD.

- Ddu tu thich dang cho nghign ctiu doi mdi cdng nghe dg nang cao nang lyc cgnh tranh va hifu qua ciia hogt dpng SXKD, fren tdi ldm chil cdc cong nghf then chdt dk day mgnh sdn xuit cac san phdm cd ham lupng cdng nghe cao theo dinh hudng xuit khiu.

- Hd trg, khuyen khich nhdp khau cdng nghf tign tign, gidi ma, lam ehii va ban dja bda cdng nghe nhdp, lign ket hgp tdc giiia doanh nghigp, vien nghien ctiu, tnidng dai hpe trong ddi mdi cdng nghf, ddi mdi sin phim.

Tang cudng diu tu phdt friln tilm luc

KHCN, the ehg hda cdc ndi dung lien quan den dao tao, bdi dudng, sii dung, dai ngp va tdn vinh tri thiic.

Day manh hgp tdc qude t l ve KHCN dg rut ngdn khodng each KHCN.

- Xay dyng cdng thdng tin vg KHCN dg qudn

\</ cac boat dpng, dpi ngii KHCN, phd biln cac tieu chudn, quy trinh, quy phgm, cac kgt qua KHCN, cap nhat tinh hinh boat dpng, kgt qud cua cdc chuang trinh nghign ciiu KHCN trpng diem...

Ndng cao ndng luc hap tdc trong nu&c vd qude te

Viec tang cudng hop tdc vdi cdc nhd cung cip, cdc doi tdc, cdc td chiic KT-XH trong vd ngoai nude giup Cty ndng cao nang luc canh tranh frgn thj trudng ca trong nude cdn giup Cty vuan tdi cac thj frudng quoc tl. Ddi v&i cdc ddi tdc trong nu&c, bfn cgnh viec tang cudng cgnh tranh Cty vin cin phdi tich cyc hgp tac vdi cdc doanh nghiep viin thdng trong nude nhdt la frong viec chia se, diing chung CO sd hg tdng tai cdc vimg siu, viing xa, vimg khd phat trign mgng ludi de ndng cao hieu qud dau tu va sir dung ca sd hg tdng, hg gid thanh djch vy de ciing canh tranh vdi cac ddi tdc nude ngoai khi tham gia vao thj trudng vign thdng Viet Nam. Ddi vai cdc doi tdc nu&c ngodi, can hpp tdc vdi cac nha cung cip edng nghe, thigt bj trgn thj trudng qude tl eho phep Cty cd thi ddi mdi cdng nghf thdnh cong, tigp thu dugc kinh nghifm quan ly, su dyng cong nghf mdi, kinh nghiem kinh doanh ciia cdc nha cung cip djch vy BCVT hang ddu trgn thg gidi.

Ddu tu cdng nghi. mang lu&l, ndng cao chdt lugng dich vu. viing phu sdng

De boat ddng quan trj quan he khdch hang dat hieu qua cao, Cty cin phai ddm bao sy hai Idng cho khdch hdng hien tgi ciing nhu nhiing khdch hang tilm ndng. Hon nira cdng tac chdm sdc khdch hang se dugc ddnh gid cao nlu chat lugng djch vy cua Cty khdng ngimg dugc cii tiln. Ddu tu cdng nghe, mgng tudi vdi myc tieu la cung cip cho khach hang mpt djch vu boan hao. Cty cdn phdi md rdng va ndng cao chit lugng cdc viing phti sdng bdng 17

Do Tbj Thuy Phuong Tap chi KHOA HQC & CONG NGHE 133(03) cdch Idp ddt them cdc thiet bj ky thuat, tang

mat d o cdc tram B T S d e franh s u cd nghen, rdt cugc, chat l u g n g kem t r o n g khi d a m thogi.

Ct\ c i n phai k h a o s a t tinh toan ky l u a n g dg phan bd hop ty cdc trgm B T S sao c h o khac phuc dupc tinh trgng nghen mgch d nhirng vung d d n g dan c u \ a tranh lang p h i d nhiing khu vyc t h u a dan c u . \ h u \ d \ mdi tang d u p c hieu qua eiia d i u t u .

Gidi phdp vi qudn Iy quy trinh phdn phdi Trudc thyc trgng q u y trinh phdn phdi ctia Vinaphone, de c d n g tdc q u i n fri quan h e khdch hang dat hieu qud cao Cty ngn cd mdt quy chg ro rang chi tiet nham tgo sy minh bgch va c d n g b a n g trong q u a trinh phan phdi tir Vinaphone dgn cac kenh phan phdi khac nhau. Ddng thdi phan djnh trach nhiem ro rang ctia cac d a n vi lien quan frong vifc thift tap, quan l> cdc kgnh p h i n phdi cho mgng Vinaphone.

KET LUAN

Trudc bdi cdnh hdi nhdp qude te theo cdc Id trinh md Nhd n u d e da ddt ra, dg t u i n thii cdc cam kgt md Viet N a m da ky k i t kbi ra nhap W T O nhdt la frong ITnh vyc vign t h d n g vd trgn thyc tg cgnh tranh "quygt liet vd n d n g b d n g " cua cdc doanh nghiep vign tbdng frong nude ddi hdi Cty Vinaphone phdi ddi mdi td chire, kinh doanh eho phii h p p vdi bdi cdnh

hien n a y vd xu t h i thdi dgi. Viec nghien ctiu cac kinh n g h i e m kinh doanh va tdng cudng n a n g tyc cgnh tranh ciia cac tgp d o a n BCVT trong n u d e va t h e gidi; danb gia t h y c trgng n a n g tyc c a n h tranh ciia Ct> dg d e xuat cac giai p h a p n i n g c a o n a n g tuc c a n h tranh ciia Cty V i n a p h o n e la rat c i n thiet d e Cty cd the bao d i m d u y tri n a n g lyc canh tranh thich iing vdi bdi c a n h m d i , xu thg m d i trong n u d e va qude tg va dg thanh c d n g frong kinh doanh, chiem ITnh thi t r u d n g vien t h d n g trong nude vafrgn thg g i d i .

T A I L I E U T H A M K H A O 1. Bdo cdo tdng kgt cua Cty Vinaphone ndm 2011- 2013.

2. Bach Thu Cudng (2002), Bdn vi cgnh tranh lodn cdu, Nxb Thong tdn. Ha Npi.

3. Vti Trpng Ldm (2006), Ndng cao khd ndng kinh doanh cua cdc doanh nghiip irong tiin trinh hpi nhdp kinh ti qude li, Nxb Chinh tri q u i c g i a , H d N p i .

4. Nguyen Hiru Thing (2008), Ndng cao ndng luc cgnh Iranh ciia cdc doanh nghiep Viet Nam trong xu the hgi nhdp kmh li qude ti hl^n nay, Nxb Chinh frj quoc gia, Hd Ndi.

5 Vifn nghien cim, qudn ly tmng uong (CIEM) va chuang trinh phat triln Lign hop qude (UMDP) (2003), Ndng cao ndng liec cgnh tranh qude gia, Nxb Giao thong Van tdi, Hd Ndi.

S U M M A R Y

S O L U T I O N S T O I M P R O V E C O M P E T r T I V E N E S S O F V I N A P H O N E C O M P A N Y Do Thi Thuy Phuong' College of Economics and Business Administration - TNU

In the context of international integration, and in order to comply with the commitments that Vietnam has signed with the WTO, especially in telecommunications, Vinaphone company must renew its organization and activiries to come up with the current simation and Uend. The assessment ofthe company's comperitiveness to propose solutions to improve them is essential for the company to maintain competiriveness and adapt to the new trends to succeed domestically and internationally.

Keywords: capacity, competition, products, services, market share

Sgdy nhdn bdi:08/10/2014; Ngdy phdn bien: 22/10/2014; Ngdy duyit ddng: O3/4/2015 Phdn bien khoa hoc: TS. Trdn Dinh Tudn - Tru&ng Dgi hpc Kinh li & Qudn tri kinh doanh - DHTN

Tel: 0912 551551. Email- ihuyphuongki tueba@gmail.com