HGHien Cdu PHfiT TRien CHjgn iifiic mnRKCTinG

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KEVII TE VA ftUAX EY

HGHien Cdu PHfiT TRien CHjgn iifiic mnRKCTinG

T8ICAC CHUfil sigu THI Blin L^ fi CAC BO TH| Lihl UlgT nilfll

Nqtiyeii HoanQ Viet Tn/dng Dai hoc Thifdng mai

Email: [email protected] Nguyen Thi Thanh Nhan Tnidng Dai hoc ThUOng mai Email: thanhnhanhl<hoamari<etlng@gmaiLcom Ngaynh$n: 30/12/2015 Ngay nh$n lai: 06/01/2016 Ma so: 89-t- 90.1BMkt11

^-CyTong mdt nghien cOu trudc day ciia tac gia ve md hinh va thang do nghien cdu quan tri hoat

^2y (Jong marketing tai cac chudi sieu thi ban le [8] cho thay cac bien sdcdng cu marketing tac nghiep la rat Idn, khdng phu hc}p vdi nghien cdu chien lUdc marketing. Nghien cdu nay phan tich va kiem dmh gia thuyet tac ddng cua cac bien sd marketing dUdc tich hdp den hieu suat chien lUdc marketing Ciia cac chudi sieu thi ban le Viet Nam.

Td khoa; chao hang thi trudng, kenh marketing, ban le hdn hdp.

I.CdsdIy thuyet

Cd nhieu tiep can khai niem "chien lape marketing" tren gdc dp thUdng mai ban le ndi chung va vdi ITnh vuc chudi sieu th| ban le (CSTBL) ndi rieng, tQ dac die'm tich hpp eao giQa marketing kinh doanh hang hda va marketing d|ch vu phan phdi ban le, trong nghien cQu nay sQ dung khai niem ciia Nguyen Bach Khoa ve ehien lupc marketing tai CSTBL - mdt loai hinh chien lupc chQc nang thUPng mai ban le cd dmh hudng th| trudng dua tren nang luc va dUpc hieu la "tap hpp logic va tUdng thich kha bien eiia mue tieu chien lupc vdi cac cdng cu chien lupc va ngudn lac marketing ed the cung ang gia tr|, quan he va nang lac marketing cdt Idi tdi cac khach hang nham dat dupc cac muc tieu ehien lape trong dai han ciia cac nha ban le chudi sieu th| trong bdi canh th| trudng ban le canh tranh thudng xuyen thay dd'i".

De nghien cQu chien lupc marketing cd nhieu each tiep can khac nhau va do vay cung ed nhieu dieh dat khac nhau. DQng tren gde dp marketing can ban, Amstrong (1996) nhan manh eac edng eu chien lupc marketing mix dang 4P [1], phat trie'n md thac ehien lupc marketing-mix eho cac djch vu,

khoa hQc

14 thifdng mai = ^ = = = ^ = ^ = =

nhieu nha nghien cQu marketing dda ra dang thilc 7P [2]. S. Hollander (1960) trong bai viet ve "Luan xa ban le" da dua ra khai niem "ban le hdn hdp - retailing mix" vdi md thdc 5P them vao 4P truyen thdng la P - ban sac nhan luc (Personality). Trong cdng trinh "chien lupc ban le cho cac doan th|

trudng ngay nay" L. Wartzel (1997) da dda ra cdng cu chien lupc quan trpng trong bdi canh th| trudng ban le hien dai la dmh v| va sau nay P. Kotier (2000) phat trien thanh md thQc: Phan doan - Lua ehpn - Dmh v| va gpi la marketing muc tieu (Target marketing). P. Reed (1998) trong eudn "Marketing - Chien lupc va Hoaeh dmh" dSc biet nhan manh vao phan tich tinh the dua tren eac cdng cu phan tich khoa hpc va eoi day la mdt cdng cu phat trie'n chien lupc quan trpng nhat la vdi cae doanh nghiep vQa va Idn.

P. Kotler_ (2000) trong cudn "Quan tr|

Marketing - An pham cho ky nguyen mdi" - da co bade phat trie'n quan trpng trong nghien cQu chien lape marketing theo tiep can cau trtJe mdi va dua ra khai niem "chao hang th| trudng" va "kenh marketing". Vdi eac khai niem nay, tinh tich hdp cua eac cdng cu marketing ho'n hdp tien them mot

^ So 89+ 90/2016

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vami TE VA ftUAar EY

bade. Neu trade day cac cdng cu san pham va gia dupe nghien cdu ddc lap tUPng ddi thi nay san pham - gia va cae d|ch vu phan phdi - thadng mai kem theo dddc tich hpp trong cau true "chao hang th| trudng" (Market offering). Neu trade day kenh phan phdi nhu la mdt bien sd marketing-mix doe lap thi nay nd dupc tich hpp vdi kenh truyen thdng kinh doanh va cac kenh thUdng mai/ban hang de tao nen cau true "kenh marketing".

Tiep theo, khi la ddng tac gia vdi K. Keller (2008), P. Kotier phat trien tiep can gia tr| eung Qng khach hang cho cac chao hang th| tradng, dng phat trien 2 luan de: mpt la, doanh nghiep eung Qng cho khach hang khdng ehi va khdng phai la d ehat lupng cua san pham ma chu yeu la d nhQng Ipi ieh ma doanh nghiep cung Qng san pham dd cho cae khach hang trong mdi quan he cac chi phi ma hp bd ra de mua, dung san pham dd. Hai la, dmh v| doanh nghiep tren th| trudng muc tieu va thj trudng nganh kinh doanh cua nd thuc chat chinh la dmh vj gia tr| chao hang th|

trudng cung Qng cho khach hang.

W. Thompson va cdng sa (2012) trong cudn

"Quan trj chien lupc - cac khai niem va tinh hudng"

da phat trie'n quan niem quan tr| chien lupc dua tren gia tr| va chi rd d tam chien lupc, doanh nghiep khdng chi cung dng eac gia tr| khach hang ma cdn la cae "quan he khach hang" va cac "nang lue cdt Idi cho khach hang".

Nguyen Bach Khoa (2012) trong bai bao khoa hpc "Chien lupc kinh doanh dua tren tri thdc" da phat trie'n eac khai niem cua 1. Nonaka ve doanh nghiep kien tao tri thQc de' hoan thien khai niem md hinh kinh doanh td daa tren "de xuat san pha'm" sang daa tren "de xuat gia trj" va bd sung vao yeu td ngudn luc can ban them mdt ngudn lue '1ri thac dupe kien tao" trong phat trien ehien lape.

TQ tdng quan co sd ly thuyet tren eho phep de xuat ra cac thanh phan ed ban ciia phat ttiin mdt chien lupc marketing cung nhu cua cac SBUs (d day chQ yeu la cac thanh vien cQa CSTBL) bao gdm:

- Chien lupc quan tn thdng tin va thuc hanh cac edng cu phan tich marketing khoa hpc.

- Chien lape lua chpn thj trudng va dmh v| gia tf! cung Qng tren th| tradng mue tieu.

- Chien lupe chao hang th| trudng ban le muc tieu.

- Chien lupc kenh marketing chudi sieu th| ban le cho thj tradng muc tieu.

Chien iQOe xuc tien thudng mai (XTTM) va ban le hdn hpp.

- Chien lape nang cap ngudn lac va nang lae ehien lupe marketing cdt Idi.

2. Cdc gia thuySt va mo hinh nghien olu Trong nghien cQu nay, phat trie'n ehien lape marketing CSTBL dupe hieu la qua trinh quan tr|

trien khai cac cau true chien ldde vao thdc te va bao dam sd tadng thich kha bien giQa cac cau true chien lupc phu hpp vdi muc tieu ngudn lue va mue tieu ehien laoc theo bdi canh th| trudng thadng xuyen thay ddi va bat dmh. De hien thac hda tam nhin va muc tieu ehien lape marketing CSTBL can thiet phai trien khai thuc hanh eae cdng eu chien lupc dddc tieh hpp vao thuc te kinh doanh va phat trien eac cau true ehien lupc tdOng thich kha bien vdi tri thQe, nguon lae marketing theo nhQng thay ddi chien lupc tren th| trddng muc tieu cua CSTBL dd. Theo dd, cd the xac lap cac gia thuyet nghien cQu ep ban sau:

Gia thuyet 1 (HI): Chat lapng trie'n khai quan tn thdng tin va thuc hanh cac cdng cu phan tich chien lape marketing ed tac ddng true tiep den hieu suat phat trie'n chien lupc marketing CSTBL.

Gia thuyet 2 (H2): Chat lupng trie'n khai, thuc hanh lua chpn va dmh v| gia tr| tren thj trudng ban le mue tieu ed tac ddng true tiep den hieu suat quan tr| chien lupc marketing CSTBL.

Gia thuyet 3 (H3): Chat lapng trie'n khai va thuc hanh chao hang thj trudng muc tieu cd tac ddng true tiep den hieu suat phat trie'n chien idpc marketing CSTBL.

Gia thuyet 4 (H4): Chat lupng trie'n khai, thuc hanh kenh va dam bao Ipi the canh tranh kenh marketing ed tae ddng true tiep den hieu suat phat trie'n chien lupc marketing CSTBL.

Gia thuya 5 (H5): Chat lapng trien khai, thuc hanh XTTM va ban le hdn hpp cd tae ddng true tiep den hieu suat quan trj ehien lape mari<eting CSTBL.

Gia thuyet 6 (H6): Chat lupng trie'n khai, thuc hanh nang cap cac ngudn lac va nang lae cdt Idi eho phat trie'n chien lupc marketing cd tac ddng true tiep den hieu suat phat trie'n chien lupc marketing CSTBL.

Gia thuyet 7 (HT): Hieu suat phat trie'n ehien lupc marketing ed tae ddng true tiep va ddng bien den hieu suat thdc hien mue tieu chien lupc marketing CSTBL trong dai han.

So 8 9 + 90/2016

Jhoa boc "^

'thifiSng'mal 15

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KEVH TE VA ftEA^ EY

d day thuat ngQ "hieu suat phat trie'n ehien lupc" dapc SLf dung xuat phat tQ nguyen nghTa tieng Anh "Strategy Development Performance".

Trong dd, thuat ngO "hieu suat" dupc hieu rat da nghTa vQa phan anh theo tiep can quan tri theo muc tieu (MBO - Management By Objectives) ve dau ra eiia mpt he thdng khi so vdi mong mudn ky vpng dat dapc va vi vay mang nghTa "hieu suat = thac te/ky vpng", va/hoac so vdi muc tieu dat ra vdi cac chien lupc marketing, luc nay thuat ngQ hieu suat cdn mang nghTa "hieu qua (Effectiveness) = ket qua dau ra/muc tieu". Theo tiep can quan tr|

theo qua trinh (MBP - Management By Process) nd phan anh mdc dp dap Qng yeu eau chat lupng cua mdt qua trinh (hieu suat = mdc dp thac Xelmtlc dp hoan hao) va/hoac mdc dau ta ra thdc te ciia qua trinh/chi phi thuc hien qua trinh - hieu nang qua trinh (Effeciency). Trong nghien cau nay sQ dung hai nghTa dau eiia ea hai tiep can quan tn:

hieu suat bang mQc dau ra mQc ky vpng vdi bien phu thudc va mdc thiJe hien thuc Xelmtlc hoan hao theo yeu cau vdi bien ddc lap. Trong nghien cQu nay hieu suat phat trie'n chien lupc marketing tai

chudi sieu thi ban le ndi rieng va cae nha ban le ndi ehung dddc do bang eae ehi sd mdc dp gia tn dda tren phan phdi ban le; ve du the canh tranh gia tri (Ipi ich/chi phi) cung Qng eho khach hang;

ve mdc dp hinh anh thdPng hieu nha ban le chudi sieu thi, ve Idng trung thanh khach hang vdi CSTBL va ve sd hai Idng, an tam ciia khach hang vdi CSTBL trong so sanh vdi nha ban le cac loai hinh khac tren cung th| trddng ban le muc tieu.

NhQng nghien cQu thdc chQng ciia G.Amstrong [3], P.Reed [4] da chi ra rang, giQa ehat lupng, gia tri, sd thda man khach hang cd tae ddng trde tiep den eac muc tieu tang trddng doanh thu, lgi nhuan, an toan, th| phan va nang luc canh tranh ciia nha ban le. Vi vay"^ong nghien cQu nay mac dmh gia thuyet nay da dddc kiem dmh la cd y nghTa thdng ke - dieu dd cd nghTa, hieu suat phat trie'n chien ldde marketing cang eao thi hieu qua thdc hien muc tieu chien idpc marketing da daOc hoach dmh cang ldn trong dai han. TQ cac gia thuyet va lap luan tren eho phep xae lap md hinh nghien edu phat trie'n chien idpc marketing CSTBL (xem hinh 1).

Quan tri thong tin \-a thirc hanli cdc cong cu phan tich chien luoc marketinii (MIA) H I Lira chon \a djnh \\ gia trj tren thi trudng ban le muc tieu (VCP)

Chao hang thj trirdng ban le miic tieu (TMO)

H 2 \

H 3

H4..- Kenli marketing chuoi sieu thi ban le (SMC)

Xiic tien thuong mai va ban le hon hop (PRM)

Nang cap cac ngudn luc nang luc c6t loi (CMS)

H 6

Hieu suat pliat Irien chien linrc mai-ketiiig: (SDP)

Chat lirgng dich ^•l,l phan phoi ban le

Gia tn cung u-ng khach hang

Hinh anh chudi sieu tlii

Ldng trung thanli cua kliach hang

Sir an t a m va thoa man kliach hang

H 7

Hieu qua m u c tieu chien lugc markeiing:

- Doai-Ji tliii - Lgi nhuan - Thi phan - An toan - Nang lire canh tranh

Ngudn: Nhdm tac gia

hga hoc

-MLI: Md hinh nghien cilu ve phat trien chien lUdc marketing tai CSTBL

16 thifdng

So 89 + 90/2016

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fiSSSI r t VA QUAST EY

3. Phddng phap nghien a l u

De trien khai nghien edu phat trie'n chien Idpc mari<eting tai cac CSTBL, nghien cQu nay tien hanh cac nghien edu dmh tinh/so tip va nghien cQu dmh Iddng/kiem dmh thang do va md hinh nghien cQu.

Nghien cdu dmh tinh dupe tien hanh vdi ma'u 16 nha QTCL marketing va chuyen gia nghien cdu mari<eting nham muc dieh hoan chinh mdt bddc eae bien md hinh, eae thang do va phat bieu ciia cac bien sd quan sat mdi bien md hinh dda tren

mdt bd thang do dd kien (44 bien quan sat) va k|ch ban thao luan chuyen gia. Ket qua nghien edu dmh tinh eho thay cd sd nhat tri eao 6 bien ddc lap va hieu chinh hinh thdc phat bie'u bien ddc lap (bd cum tQ "phat trien chien ldde" dau cac bien). Ve thang do, nghien cdu mdi bien sau thao luan ehuyen gia da nit tQ 44 bien quan sat, cdn lai 39 bien quan sat ciia 6 bien doe lap va 5 bien quan sat cua bien phu thudc (xem bang 1).

Nghien cQu dmh Idpng vdi thang do hoan ehinh ddpc tien hanh qua eae bddc:

Bang 1 .- Thang do hieu suat phat trien chien lUdc marketing tai cac CSTBL

Ky hi^u Quart tn ihon

MIA1 MIA2 Ml A3 MIA4 MIA5

Cac bien quan sat 7 tin va thuc hanh cac cong aj phan tfch c^ien lU0c marketing (MIA)

Nghien cdu marketing bai ban, cap nhat thong tin day du ve khach hang, doi thu canh tranh tren cac doan thi tnjdnq khac nhau

0 a m bao thong tin de nhan dang, phan tich, da bao va phat trien cac phUdng an Qng xii phu hdp d i e cac tinh the chien luoc kv vonq

ThUc hanh tot phan ti'ch TOWS va cac cong cu phan tich tinh the marketing pho bien khac D a m bao cd sd dQ !ieu d i o trien khai ke hoach mariceting hang nam va cap nhat ke hoach chien lUdc mariteting tnjng va dai han

Xay dyng he thong thong tin marketing dUa tren mang may tinh va dam bao cho viec ra quyet dmh trien khai chien lUdc marketing nhanh, hieu qua

iMa chon va dtnh vt Qia tn tren tfi/ tnJdnQ ban le muc Heu (VCP)

VCP1 VCP2 VCP4 VCP5 VCP6

Co tu duy phyc vu va thoa man khach hang de xac dmh ro tiem nang ldi nhuan va tang trudng tronq lUa chon thi trudnq ban le muc tieu

Co tam nhin he thong marketing toan di^n de nhan dang dUdc cac cd hgi/rui ro trong dmh vi muc tieu tren moi doan ^ i trUdnq dUdc chon

Thiet lap va lua chon gia tr; o j n g Cfng phu hop, noi trpi va khac biet cho cac doan th; trudng khac nhau

Trien khai cac dinh vi qia tri co tinh canh tranh cao theo doan thi trudng muc tieu

T h y c hanh tot quan tri quan he khach hang, nha cung cap va doi thu canh tranh tren th; trudng ban Ie muc tieu

Chao hanp thi tnidng ban le muc tieu (TMO) TM01

TM02 TM03 TM04 TM05 TM06 TM07 TM08

C d cau nhom hang day du vdi danh muc mat hang toi da theo quy mo c ^ u ^ sieu thi, phong phu chung loai, thudnq hieu, da danq tudnq quan chat ludnq/qia vdi cunq loai

Chat lUdng mat hang tren mCfc tnjng binh thj tnJdng va co tin nhiem cao ve kiem dmh va kiem soat chat lUdng thUdng pham, xuat xO, nhan mac va ve sinh an toan thyc pham vdi mat hang ban le cija chuoi sieu thi

Thyc hanh co bai ban thuong mai hoa san pham mdi, phat trien thudng xuyen va cap nhat mat hang mdi

B a m bao cac d m h chuan quoc gia va q u o c t e ve cd cau dich vu phan phoi ban le sieu thi D a m bao khac biet hoa, ban sac va n ^ troi cua chao hang gia tri thUdng hieu djch vu phan phoi ban le

Thyc hanh tot d m h gia dya tren gia tr; va chat luyng djch vy phan phoi, dUdc khac^ hang phan biet va chap nhan cao

Thuc hanh gia (chiet gia, giam gia) phu hdp, tin cay, da danq va thudng xuyen

Thuc hanh cd che gia linh hogt va co tinh canh tranh cao frong so sanh vdi cac loai hinh ban le khac cung mat hang

So 89+ 90/2016 -ihoa hoc =^

'thtfcmg'mai 17

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iirwi TE VA ftuAar LY —

Kenh marketina chuoi sieu thi ban le (SMC)

SMC1 SMC2 SMC3 SMC4 SMC5 SMC6

Kinh thUdng mai cCia hang ban \h co mdc bao phCi va tham nhap thj trudng cao va hieu qua hdn vdi mang ludi ban le dan nguygn co ciing sg lUOng.

Mgng cac sieu thj thSnh vien de^nhln biet, phan bi?t, thuan ti?n tiep c|n, mua s i m va tiet ki$m chi phi khach hang cao han

Kenh phSn phoi thUdng nguon cd hi#u suS't cao hdn, tiet ki§m chi phi hdn trong quan tn logistics dau vao va cung ting hang vao gian thUdng mai va too dd chu chuye'n dg trO

Kenh truyen thdng phSn phoi npi bO chudi siSu thj ban \6 phu hdp, cap thdi dya tren trao ddi dQ li$u dien til (EDI)

Bau tu phat trign mang phan phdi nhanh chdng va ti§'t kiem chi phi cao hon

Quan tri qua trinh marketing phan phoi cd't Idi (quan trj dgt hang, thanh toan, ton kho, cdng suatva nSng suat cung ilng, rCii ro) cd hidu suat cao va an loan hdn

Xuc tieh thudna mgi va ban le hon hgp (PRM)

PRM1 PRM2

TriS'n khai chiS'n luflc truyen thdng marketing, bau khdng khi gian thUdng mai hS'p dSh, thuan ti|n, hop iy

TriS'n khai chign lUdo phan phdi, khuyen mai-thudng xuyen, da dang, hap dan, tin cay va cd hi$u lUc/chi phi cao

PRIVI3 Thgc hanh td't chat lUdng ban ket hdp ket hdp linh hoat "keo - dS'y" theo mCla vy va tgo lap ban sic ban Ie chudi sieu thi ^

PRIMS Dpi ngu dai di#n ban va nhan vien ban chat lUdng cao va dUdc to' chClc lao ddng dya theo nguySn tSc lam viec nhdm

PRM6 ThUc hi$n tdt chien lugc djch vy khach hang va quan tn td't dam bSo tinh h$ thong, bai ban va "c6 hieu suat cao"

PRM7 Quy hogch va van hanh cac ygu to ket cau hg tSng, nhan sU tiep xuc khach hang cao tao bSng chiing vat chat "tin cay, an toan, an ninh va vg sinh"

Wang cap cac nguon luc va nang lijc col loi (CMS)

CIV1C1 Cac ngudn iyc chien lUdc marketing la phii h(jp, chat lugng va dugc khai thac, SLI dyng higu qua cho phat trie'n chien lugc

CMC2 Cac nSng lyc khac biet dUdc xdy ddng bai ban trong dai hgn va dUdc van dung cd higu suat cao CMC3 Ndng lyc kien tgo hinh anh nha ban le than thupc, Ua chupng, hign dai van minh

CMC4 NSng lyc sang tgo va dng xil linh hogt nang cao nSng lyc cgnh tranh dgng trong ddi sanh va cgnh tranh ngang phan vdi cac nha ban le FDI

CMCS Nang lyc lanh dgo phat trien va thyc thi chien lugc marketing dya tren tri thilc va van hoa marketing ciia cac CEOs

Hi$u suat phat trie'n chien lugc marketing (SDP)

SDP1 Mua sam trong CSTBL Vigt Nam cd chat lugng djch vy phan phdi ban le cao hgn dang kg so vdi cac loai hinh ban lo khac cd mat hang tUdng ty

Mua sam trong CSTBL nhan dugc gia tn (Igi ich) Idn hdn so vdi chi phi bo ra

0 « ,,A'. « « « 1 ^ - , ! U ; » U I — i _ l i l - U i _ _ . i 2 1 i _ i . . i _ ; . £ x . . ^ i . . i » . . . - ~ , . . .1

SDP2

SDP3 So vdi cao logi hinh ban la khac cd mgt hang va gia tUdng ty, tdi van tin nhigm, thich va Uu tien chgn mua s5m CSTBL

SDP4 Tdi hai idng va an tam hdn vdi trinh dd ban hang vSn minh, hign dgi ciia CSTBL SDP5 Tdi se chpn mua sam trong CSTBL Vigt Nam lau dai

Mdt la. bang hdi dieu tra ddpe thiet ke dddi 2 dang: danh gia eiia cae nha QTCL eua DN thUPng mai ndi ehung va ban le ndi rieng vdi 39 bien quan sat; va danh gia hieu suat phat trien chien lupe marketing tai cac CSTBL ciia cae doi tddng trdn va cac khach hang ciia chudi sieu th| ban le vdi 5 bie'n quan sat. Cac bien quan sat nay ddpc phat bleu thanh eae cau hdi de' dap vien dupc lua ehpn tra ldi tren thang Likert 5 diem, trong dd: 1 - khdng ddng y, den 5 - rat ddng y.

khoa hpc = = _ ^ 18 thiAJngmal

Hai la, mall nghien edu dupe thiet lap theo phdPng phap trae nghiem xa hdi hpe. Ddi tddng khao sat la cac CEOs cua chudi sieu th|, cac nha quan tr| marketing va kinh doanh d eac cd sci thanh vien chudi sieu th| cung nhu cac doanh nghiep ddi thu, cae nha quan 1;^ nha nddc ve thddng mai tren dia ban, eac CEOs cua eac nha eung cap. Theo quy tae lay mail trac nghiem, moi bien quan sat can 4 - 6 phieu, ngoai ra vdi mau Bang hoi 1 vdi 39 bien quan sat can tdi thieu

So 89 + 90/2016

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MINH TE 1 ^ Q!CAX IX

39x5=195 phieu/dap vien. Ldpng phat ra 350 phieu, thu lai 233 phieu, loai 8 phieu khdng hpp quy, quy md mail 1 la 215 phieu {ty le thu hdi 64,4%); vdi mdi mau Bang hdi 2 cd 5 bien quan sat vdi doi tddng la khach hang cua cac chudi sieu th| va nha quan ly nha nude ve thddng mai, sd phieu phat ra la 150 phieu, thu lai 98 phieu, loai 7 phieu khdng hdp quy, quy md mau 2 la 91 phieu (ty le thu hdi 60,8%). Co cau theo ddi tdpng dap vien va theo d|a ban nghien cdu thude tep ma'u eho trong bang 2 va 3.

Banff 2: Cd cau ddi tUdng

cilu gdm Quan tr| thdng tin va thdc hanh edng cu phan tieh chien Idpc; Lda chpn va dmh v; gia tn eung dng; Chao hang th| trddng; Kenh marketing;

Xuc tien va ban le hdn hpp; Nang cap ngudn lde va xay ddng nang lde cdt Idi; Hieu suat phat trien ehien Idpc marketing dupc xem xet de cung cap bang ehdng ve gia tr; phan biet va gia tr| hdi tu cua thang do.

4. Kel qua nghien ctiu Idem d|nh mo hinh va ttiang do nghien cihj ly thuyet

4.1. Kiein iSinh thang (to dap vien thuoc tap mau

STT

1 2 3 4 5 6 7

Cac nhom dap vien thupc t$p mail

CEOs va quan tri marketing & ban hang d CSTBL CEOs d cac nha cung cap cho CSTBL

Chuyen vien quan Iy nha nudc tai cac Bp, Sd chuyen trach ve thuong mgi ban le

ChuySn vien phdng Kinh te Quan/Huygn cd cd sd chudi sigu th!

Cac nha quan tr; marketing, ban hang d loai hinh ban le khac cd lien quan

Cac chuyen gia kinh te thuong mai, cac nha nghien cilu phat trien thuong mgi ban ie

Cac khach hanq cua CSTBL C^ng

Uau^

So lugng

89 40 27 21 14 24

215

Tylg%

41,40 18,60 12,56 9,76 651 21,17

100

Mru2 Sd lupng

6 8 11

14 52 91

Tyl$%

6,60 8,80 12,09

15,38 57,13 100 Ngudn: Tdng hap ket qua dieu tra

Bang 3: Ca cau dap vien theo dia ban nghien cdu

STT

1 2 3

D|a ban nghien culu

Thanh pho Ha Npi Thanh pho Ho Chi Minh Thanh phoBa Nang

C^g

Maijl So luong

93 81 42 115

Tyl$%

93,26 37,67 19,07 100

Mru2 So' luong

42 31 18 91

Tylg%

46,15 34,07 19,78 100 Ngudn: Tdng hdp ket qua dieu tra

Ba Ta, xd ly dd lieu va tieu chuan kiem dmh.

Phan mem SPSS 18.0 ddpc sd dung de xd ly dd lieu nghien cdu. Phan tich nhan td va tinh tin cay ddpc sd dung de danh gia su nhat quan ndi tai cua mdi khai niem nghien cdu. Bay khai niem nghien

So 89+ 90/2016

Be danh gia tinh nhat quan ndi tai eua eae khai niem nghien cdu, phUPng phap phan tieh yeu td kham pha (EFA) va he sdtin cay Cronbachs alpha dupe van dung. Ket .qua tinh toan Cronbachs alpha cua 6 thanh phan rieng biet cCia phat trien

lihna hoc •^

thifdng'mai 19

(7)

KIMI Ti; VA ftUABf IX

ehien Idpc marketing va hieu suat phat trien ehien ld(3c marketing tdng the ddpc the hien qua Bang 4.

Bang 4 ; He sd Cronbachs alpha

quan

Trung binh neu I09I bie'n

Phuong sai neu f09i bl€h

Tudng quan bien tong 0 7 T T ra """• '•»"'' "1'^" "'••Tl '^I'lBn luac (MIA) - Alpha = 0.7827

MIA1 MIA2 MIA3 MIA4 MIA5

15.2216 15,0385 15,9126 14,2137 15.3718

6,2075 6,1372 6,3116 5,9371 6,0148 Lua civn va dinli vt aia tn (VCP) - Aloha = 0,7874 VCP1

VCP2 VCP3 VCP4 VCP5 VCP6

18,1530 17,9237 17,6304 17,8326 17,9186 17,6958

6,4183 6,3817 6,9325 6,6327 6,2838 6,0141

0,5168 0,4417 0,5281 0,6139 0,5833 0,5017 0,4938 0,3158 0,5866 0,6013 0,5472

Alpha neu I09J bleh nay

0,7488 0,7185 0,8327 0,7635 0,7196 0,7218 0,8327 0,6632 0,8033 0,7834 0,7816 Chao hana thi trudna ban le muc tieu (TMO) - Alpha = 0,8433

TM01 TM02 TM03 TM04 TM06 TM06 TM07 TM08 TM09

28,7316 27,8615 27,0134 26,9813 26,8290 28,1366 27,3218 28,8134 28,1646

14,6318 15,1834 15,2468 14,9317 14,8173 15,2736 15.9319 14,6781 15,3874

0,4338 0,5192 0,4818 0,5236 0,2978 0,5471 0.4817 0,4196 0,5683

0,8026 0,8673 0,7918 0,8246 0,6034 0,7567 0,8427 0,7864 0,8014 Kenh marketing cua chuoi sieu tht ban le (SMC) - Alpha = 0.8092

SCM1 SCM2 SCM3 SCM4 SCM5 SCM6 SCM7

21.1638 21,7163 20,0436 20,8513 21,0197 20,2213 20,9867

8,1683 7,9334 7,8617 8,0236 7,7921 7,4686 8,0769

0,5741 0,6042 0,5817 0,6136 0,5529 0,2834 0,6813

0,7927 0,8016 0,8113 0,7431 0,7612 0,6742 0,7548 XTTM va ban le hon hap (PI^M) - Alpha = 0.7918

PRM1 PRM2 PRM3 PRM4 PRM5 PRM6 PRM7

20,8132 21,7481 20,3573 20,1233 21,8231 21,2687 21.4366 NSng cap cac nguon luc va nang 1 CMC1

CMC2 CMC3 CMC4 CMCS

15,8738 14,7369 15,6755 15,9817 15,8813

7,8358 7,0674 8,4571 8,6425 8,0634 7,9216 7,7362

Uc col 161 cho phat trien chit 6,2734

6,6573 6,3835 5,9667 6,0594

Hl$u suat phat Men chien luac marketing (SDP) - Alpha =08 SDP1

SDP2 SDP3 SDP4

15,4167 15,0388 15.2931 15,8172 SDP6 14,7563

5,9267 6,1358 6,0674 6,2186 6,5712

0.6281 0,6613 0,5729 0,3012 0,6013 0,5839 0,6126 in luac marketing (CMC) -

0,5741 0,5218 0,5825 0,6034 0,5477 406

0,6218 0,5925 0,5636 0,6028 0,5843

0,8028 0,7694 0,7512 0,6573 0,7641 0,8156 0,7338 Alpha =0.7918

0,8208 0,8133 0,7917 0,8091 0,8326 0,7958 0,8026 0,8132 0,8418 0,8263

Ngudn.- ket qua xii ly dQ li$u khoa hoc

20 thifdngmal

S o 8 9 + 90/2016

(8)

KII<KH Ti; VA ftFAK KT

Td bang 4 cho thay:

Mdf la, sau thanh phan eua phat trien chien Idpc marketing va hieu suat phat trien chien lupc marketing tai cac CSTBL Viet Nam deu cd he sd tin cay Cronbachs alpha Idn hpn 0,782 va deu dap dng tieu chuan kiem dmh (> 0,70).

Hai la, vdi cac thang do cua cac thanh phan:

Quan tr| thdng tin va thdc hanh cdng cu phan tich chien ldde (5 bien quan sat); Nang cap cac ngudn luc va nang Idc cdt ldi (nam bien quan sat); Hieu suat phat trien ehien Idpc marketing (5 bien quan sat) deu ed he sd tin cay

Cronbachs alpha > 0,70; he sd tddng quan bien tdng >

0,5 dap dng tieu chuan kiem dmh dupe dda vao phan tich EFA tiep theo.

Ba la, -vdi cac thang do cua 2 thanh phan: Lda chpn va djnh v| gia tri (6 bien quan sat); Xuc tien va ban le hdn hpp (7 bien quan sat), hau het eac thangg do cua 2 thanh phan nay deu dat mdc tin cay Cronbachs alpha (> 0,70), tddng quan bien tdng (> 0,3), tuy nhien cd 2 bien quan sat VCP3 va PRN cd he sd Cronbachs alpha dat < 0,70 (lan lupt la 0,6632 va 0,6573), nhUng ehung deu ed tddng quan bien tdng > 0,3 (lan lupt la 0,3158 va 0,3012) nen van dupe sd dung trong phan tich EFA tiep theo.

Bdn la, vdi cac thang do cua 2 thanh phan: Chao hang thj trddng ban le mue tieu (9 bien quan sat); Kenh marketing cua CSTBL (7 bien quan sat), da phan cac thang do deu dat tieu chuan kiem dmh ca ve Cronbachs alpha va tddng quan bien tdng. Duy ed 2 bien quan sat la TM05 va SIVIC6 la 2 thanh phan deu ed

Cronbachs alpha < 0,7, tddng quan bien tong <

0,3 nen b| loai ra khdi phan tich EFA tiep theo.

Neu loai 2 bien quan sat nay thi he sd Cronbachs alpha se tang len: vdi thanh phan TMO td 0,8433 len 0,8564 va thanh phan SMC td 0,8092 len 0,8147 (xem bang 5).

Nhd vay, sau kiem dmh thang do da loai hai bien quan sat, edn lai 37 bien quan sat cua 6 thanh phan va 5 bien quan sat cua hieu suat phat trien chien Idpc marketing dda tren khach hang deu ddpc dda vao phan tieh EFA.

Bang 5' Pt^an tich yeu tdcua phat trien chien lUdc marketing tai cac CSTBL Viet Nam

Bien quan sat MIA1 MIA2 Ml A3 MIA4 MIA5 VCP1 VCP2 VCP4 VCP5 VCP6 T M 0 1 T M 0 2 T M 0 3 T M 0 4 T M 0 6 T M 0 7 T M 0 8 T M 0 9 SMC1 SMC2 SMC3 SMC4 SMC5 SMC7 PRt^1 PRM2 PRM3 PRM5 PRM6 PRM7 CMC1 CMC2 CMC3 CMC4 CMC5

H$ scTtai caja cac ttianh phan 1

0,619 0,594 0,702 0,587 0,716 0,683 0,590 0,631

2

0,593 0,621 0,589 0,597 0,602 0,611

3

0,653 0,621 0,566 0,594 0,613 0,606

4

0,702 0,718 0,633 0,614 0,682

5

0,581 0,593 0,607 0,615 0,589

6 0,594 0,583 0,602 0,631 0,576

Ngudn: ket qua xCi ly dO lieu

So 89+ 90/2016

Jhoa hoc =^

"thiidngmai 21

(9)

KIMI TC VA iiVAX LY 1

4.2. Phan tfch yeu to kham pha (EFA) va xac tJinh (CFA) Ket qua phan tich EFA eho thang do eac thanh phan phat trien ehien lupe marketing tai cac CSTBL cho thay ed 6 yeu td ddpc trich tai gia tr| Eigen la 1,138 va phdPng sai trich dupc la 61,509% - dieu dd cd nghTa dieu kien phdPng sai trich dat yeu cau (>50,0%).

Tuy nhien cd hai bien quan sat

(VCP3 va PRM4) thupe eac thanh phan Lda chpn va dmh v\ gia tn; Xuc tien va ban le hdn hpp b| loai do cd he so tai yeu td VCP3 = 0,403 va PRM4 - 0,421 (deu < 0,50), va lai 2 bien quan sat nay deu cd Cronbachs alpha < 0,70 (xem bang 4). Sau khi loai 2 bien quan sat tren, 35 bien quan sat cdn lai dupc dda vao phan tieh EFA lan nOa cho ra ket qua he sd KMO = 0,877 (> 0,5) kiem dmh Bartlett cd y nghTa thdng ke 0,000 cd 6 thanh phan dupc tri'ch tai gia tn Eigen = 1,024 vdi phddng sai trich la 70,943%. Thang do cd bien quan sat do phan tich EFA b| loai, he sd Cronbachs alpha eua cac thanh phan bang lua chpn va dmh v| gia tr|; Xuc tien va ban le hdn hpp dupc tinh lai lan lupt la 0,8016 va 0,8098 (xem bang

5). Ket qua phan tieh CFA eua 5 thanh phan vdi 35 bien quan sat cua md hinh dupc trich ra bang AMOS 18 cho thay, chi - binh phuong (X = 385,23 vdi 215 bac td do, gia tn p 0,000, chi - binh phupng dieu chinh theo bac tu do (CMIN/dt)la 1,79 (< 2,0), CFI

= 0,936, TLT = 0,923 (> 0,90);

RMSEA - 0,052 (< 0,08). Td dd cd the' ket luan

dupc ehuan hda phu hpp vdi dO lieu dupc thu thap.

Bang 6 trinh bay ket qua phan tich EFA cho khai niem hieu suat phat trien chien lupe marketing. He sd Cronbachs alpha tinh dupe la 0,8406;

gia tn Eigen la 1,849; he sd KMO = 0,836, kieni dmh Bartlett cd y nghTa thdng ke 0,000, phdong sai trich la 72,963%. Toan bd he sdtai yeu td deu Idn hdn 0,70.

Bang 6 Phan tich EFA "Hieu suat phat trien chien lUdc marketing tai cac CSTBL"

Bien quan sat H^ sot^i yeu to Hieu suat phat trien chien lUOc MKT

SPD1 SPD2 SPD3 SPD4 SPD5

0,803 0,798 0,847 0,866 0,812

Eigen value 1,849

Phuong sai trich 72,963

Cronbach's alpha 0,8406

Ngudn: ket qua xii ly dO li$u

Vdi nhdng ket qua phan tich EFA tren eho phep rut ra ket luan rang, 05 thang do/bien quan sat cua hieu suat phat trien chien lupc marketing va 35 thang do/bien quan sat cua cac thanh phan phat trien chien Idpc marketing da dat gia tri hdi lu. Noi each khac, cae bien quan sat tren da dai diSn ddpc cho cac khai niem nghien edu can phai do.

4.3. Phan tfch tuang quan

Mdt phdOng phap ehung de' danh gia gia tri phan bidt la kiem dmh ma trcin tddng quan cho cac bien doe lap va bien phu thupc. Neu ket qua eho he so tddng quan < 0,85 se ehi ra rang gia tn phan biet co kha nang tdn tai gida 2 bien (John & Bennet- Martinez, 2000). Bang 7 tdm tat mdi tddng quan thdng ke Pearson gida cac bien ddpc giai thich.

Bang 7. Phan tich tuang quan giOa cac khai niem nghien cOu

Cac bien 1. MIA 2. VCP 3. TMO 4. SMC 5. PRM 6. CMC 7. SDP

1 2 1 0,587*

1 3 0,338*

0,423*

1 4 0,394"

0,361*

0.366*

1 5 0,402' 0,383*

0,333*

0,307*

1 6 0,313*

0,376*

0,381*

0,338*

0,313*

1 7 0,287*

0,301*

0,422*

0,384*

0,406*

0,413*

1

Ngudn: ket qua xii ly dQ lieu

Ghi chu: "Tuang quan Pearson cd y nghTa thdng ke d miic 0,01; n - md hinh215va91

Td bang 7 cho phep rut ra mdt sd nhan dmh:

Mdt la, he sd tddng quan gida bien phu thuoc (Hieu suat phat trien chien idpc marketing) va cac bien ddc lap deu du cao vdi mdt mdc y nghTa thdng ke p < 0,01, vi the cac bien ddc l§p nay deu cd the dda vao md hinh de giai thich cho Hieu suat phat trien chien Idpe marketing tai eac CSTBL.

22 khoa hoc thifdng mai

So 89 + 90/2016

(10)

KHOI I B VA ftUAar LX

Bang 8 Hidn tUdng da cdng tuyen • tri dung sai va VIF Hai la, tat ea he sd tuong quan tuyet ddi dao

ddng trong khoang [0,287-0,487], nghTa la khdng vupt qua he so dieu kien 0,85 - dieu dd ehdng minh

rang, gia tn phan biet da dat ^ ^ ^^^^p ^ ^ y , ^ ^ ^ ^ ^ ^ ^ ddpe. Noi caeh khae, cac thang '^ ^- ^ do trong nghien cdu nay da do ludng dddc cac khai

niem nghien cdu khae nhau.

Ba la, cac bien doe lap/thanh phan cua phat trien ehien Idpc marketing tai cac CSTBL cd mdi quan he tuong quan dang ke vdi nhau. Quan tri thdng tin va thdc hanh eac cdng cu phan tich chien Idpc marketing ed tUPng quan eung chieu vdi Lda chpn va dmh v| gia tr| (r = 0,487), vdi Chao hang th| trddng ban le muc tieu (r = 0,338), vdi Kenh marketing chudi sieu th| ban Ie (r = 0,394), vdi Xue tien va ban le hdn hpp (r = 0,402) va vdi Nang cap ngudn Idc va nang lde ehien Idpc marketing cot Idi (r = 0,313) tjdi quan tr| thdng tin tdt, phan tich chien Idpe marketing bai ban, dua tren eac cdng cu phan tieh ma tran se tao tien de Ida chpn va dmh w\ gia tn phu hpp va hieu qua; la ed sd de thiet lap td hpp 3 yeu td chao hang th| tnJdng la san pham - djch vu - gia hap dan va hieu qua;

la yeu td cung cap luan ed de td chde va van hanh cae kenh truyen thdng, phan phdi va thddng mai eua kenh marketing tren th| trddng mue tieu; la cd sd de trien khai cd hieu Idc/chi phi eao eac chddng trinh XTTM va phdi thdc ban le hdn hpp; cudi cung la tien de xac lap va huy ddng cac ngudn luc phu hpp, cac nang Idc cdt Idi vda khac biet, vda khd bat chddc va ngdpc lai. Nhin chung 5 yeu td phat trien chien Idpc marketing cd quan he tdOng hd'vdi nhau, khdng the phat trien chien lupe marketing cd hieu suat eao khi mdt vai yeu td

tren hoat ddng rdi rac, hieu suat, chat lupng thap.

4.4. Kiem dinh mdi quan h4 giOa cac flianh phan pliat trien chien lupc marketing va hi$u suat phat trien chien luac mar- keting tai cac CSTBL

Hdi quy tuyen tinh bdi thadng dddc dung de kiem dmh va giai thich ly thuyet nhan qua (Cooper va Schindler, 2003). Nhd vay, ddi vdi nghien cdu nay hdi quy

tuyen tinh bdi la phuong phap Ngudn: ket qua xO ly dO li$u

So 89+ 90/2016

thich hop de kiem dmh cae gia thuyet nghien edu. Be kiem dmh 6 gia thuyet, md hinh hdi quy bdi da ddpe phat trien nhd sau:

PiPRM + PdCMC + e, Trong dd, pi< la cae he sd chuan hda cda phddng trinh hdi quy va e, la phan dd

Trong bang 8 da chi rd, tat ea cac gia tr| dung sai deu ldn hdn 0,53, cac gia tr| VIF td 1,31 den 1,96 cho thay sd da cdng tuyen trong md hinh la rat thap.

Banh gia gia

Cac bie'n PhUdng sai VIF Bien phu thuoc: Hieu suat phat trien

chien luac marketing MIA

VCP TMO SMC PRM CMC

0,531 0,586 0,702 0,683 0,697 0,703

1,314 1,472 1,761 1,715 1,528 1,937

Ngudn: ket qua xH ly dQ lieu

Bang 9 trinh bay ket qua dd bao cua md hinh hdi quy tuyen tinh bdi vdi 6 bien ddc lap va 01 bien phu thudc la Hieu suat phat trien ehien Idpc marketing.

Bang 9 .' Md hinh hdi quy boi Cac bleh

Phuthuqc SDP

E)$cl$p MIA VCP TMO SMC PRM CMC

H | so beta chuan hoa 0,094 0,087 0.299 0,198 0,143 0,267

partial R tilng phan

0,084 0,113 0,316 0,125 0,166 0,287

GiatnF 1,458*

2,384**

10,214**

5,916- 7,163*

9,518"

MDcy nghia T

0,013 0,000 0,000 0,000 0,019 0,000 R^ dieu chinh = 0,852; gia tn F=70,624**; mdc y nghTa oia F= 0,000 Ghi chu: * - mile y nghTa thdng ke p < 0,05; ** - mile y nqhTa thong ke p < 0,001

-khoa hoe %

thifdng'mai ^

(11)

KESH Tl; vA QJDMi iX

Td bang 9 cd the' rut ra mdt sd nhan dmh sau:

Mot la, md hinh cd y nghTa thdng ke d mdc p <

0,001 vdi mdc gia tr| F = 76,624 vdi mdc dp y nghTa thdng ke cua nd p < 0,001 cho thay md hinh hdi quy bdi dupe xay ddng la phu hpp vdi dO lieu thu thap dupc.

Halla, he sdxac dmh dieu chinh (R2 dieu chinh) cho thay dp tddng thich eua md hinh la 85,2% ndi each khac la khoang 85% sd bien thien cua bien phu thudc "Hieu suat phat trien chien Idpc marketing" ddpc giai thich bdi 6 bien ddc lap/thanh phan cua phat trie'n chien lupe marketing.

Ba la, he sd beta ehuan hda td 0,087 den 0,299 vdi p < 0,05 cho thay ca 6 thanh phan nay deu la chi sd dd bao tdt eho hieu suat phat trie'n chien Idpc marketing.

Bdn la, md hinh hdi quy bpi the hien hieu suat phat trie'n chien lupc marketing dda tren ket qua nghien cdu nay la:

SDP = 0,094MTA + 0,087VCP + 0,299TMO + 0,128SMC + 0,143PRM + 0,267CMC (2)

Nam la, phUPng trinh hdi quy (2) chi ra rang, trong boi canh th| trddng va quan tr| marketing hien nay tai cac CSTBL Viet Nam cd 3 nhdm thanh phan cd tae ddng khac nhau den hieu suat phat trie'n chien Idpe marketing:

- Nhdm 1 gdm 2 thanh phan: Chao hang th|

trudng ban le mue tieu va Nang cap ngudn Idc va nang lde ehien Idpe marketing cdt Idi la od tac ddng y nghTa quan trpng hang dau (thd nhat va thd nhi) den hieu suat phat trie'n chien lupc marketing.

- Nhdm 2 gdm 2 thanh phan: XTTM va ban le hdn hpp, Kenh marketing eua chudi sieu th| ban le la nhdm cd tae ddng ed y nghTa rat quan trpng (thd 3 va thd 4) den hieu suat phat trie'n ehien lupc marketing.

- Nhdm 3 gdm 2 thanh phan cdn lai: Lda ehpn va dinh v| gia tn; Quan tn thdng tin va thue hanh cae cdng eu phan tich ehien lupe marketing la nhdm ed tae ddng nhd nhat nhung quan trpng tdi hieu suat phat trie'n ehien lupe marketing. Day eung la 1 phat hien dac biet vi ve ly thuyet quan tn marketing, quan tr| thdng tin ehinh la thue chat cua quan tr| va phat trie'n ehien lupe marketing; lua chpn va dmh v| gia tr| tren th| trddng muc tieu chinh la hat nhan cua quan tn marketing ehien lupc nhung trong thuc te quan tri marketing tai eae

khoa hoc 24 thimng'mai

CSTBL Vidt Nam ndi rieng va cac doanh nghifp Viet Nam ndi chung lai ehda ddpc nhan thdc va thdc hanh dung mdc dp va yeu cau, hanh vi mua eua khach hang CSTBL mdi chi quan tam den san pham va/hoSc san pham gia tang them ehd chda quan tam va coi trpng gia tn. Theo thdi gian va phat trie'n, 2 thanh phan nay se cd tac ddng cd y nghTa quan trpng ngay cang cao tdi hieu suat phat trie'n ehien Idpc marketing.

Sau la, kiem dmh cae gia thuyet nghien cilu dda tren cac ket qua hdi quy ve he sd ehuan hda, R tdng phan va gia tn p < 0,05 eho thay, ca 6 thuyet nghien cdu deu cd eae bien doe lap la cac bien dd bao tdt, tieh cdc, ed y nghTa dang ke den hieu suat phat trie'n chien lupe marketing. Dieu do ed nghTa 6 gia thuyet HI H6 deu ddpe chap nhSn.

Tdm lai, thdng qua kie'm dmh Cronbachs alpha, phan tich EFA, phan tich tdPng quan va kie'm dmfi hdi quy eho thay, ket qua kie'm dmh Cronbachs alpha da loai bd 2 bien quan sat, phan tich EFA vdi phep xoay Varimax lan 2 sau khi bd tiep 2 bien quan sat d lan 1 da xac dmh 6 thanh phan phat trie'n chien Idpc marketing vdi 35 bien quan sat.

Cac kie'm dmh hien tdpng da cdng tuyen khang dmh 6 bien ddc lap trong md hinh la khdng cpng tuyen vdi nhau, nhdng ed mdi quan he tddng quan nhau. Day chinh la md hinh thdc cua phat trie'n ehien Idpe marketing cho cac CSTBL Viet Nam da ddpc kie'm dmh la phu hop, dam bao gia tr| hdi tu va phan biet. Ket qua hdi quy bdi cho thay 6 bien ddc lap tren de"u cd tac ddng trde tiep va cd y nghTa thdng ke quan trpng den hieu suat phat trie'n ehien ldde marketing vdi mdc dp tae ddng dddc xep theo thd tU td cao xudng la: Chao hang th|

trudng ban le muc tieu; Nang cap ngudn luc va nang luc ehien Idpe marketing cdt Idi; XTTM va ban le hdn hpp; Kenh marketing cua chudi sieu th|

ban le; Quan tr| thdng tin va thdc hanh eac cdng cu phan tich chien Idpc marketing; Lda chpn vai dmh v| gia tr|. Cudi cung tien hanh kiem dinh cac gia thuyet nghien cdu eho thay 6 gia thuyet td H1 den H6 deu dupc chap nhan.

Mdt phan tieh eau true da nhdm dddc tien hanh tren mdi thanh phan de' xac dmh lieu cac loai hinh chudi sieu thi ban le khac nhau cd tac ddng mot each ed y nghTa thdng ke khae nhau den hieu suat phat trie'n chien ldde marketing hay khdng?

Phuong phap phan tieh da nhdm ddpc sd dung

So 89 + 90/2016

(12)

finioa His vA qjtJAsi i x

trong nghien cdu nay bao gdm kha bien va bat bien tdng phan. Nghien cdu nay sd dung bien phan nhdm la loai hinh CSTBL theo trac dien mSt hang ban le. Bien phan nhdm nay dd<3c phan chia thanh hai nhdm gdm CSTBL cd ban va CSTBL bien the. Ket qua kiem dmh da nhdm kha bien va bat bien tdng phan theo hai nhdm chudi sieu th|

ban le cd ban va bien the ddpe trinh bay trong hinh 2. Gia trj khae biet chi - binh phddng cua hai

Ktia bien Clfi.V

7.438.S/=582,—=U2S..»=o.ooo..v.r; = o.;8S..w = 0.956;.-.' = :.539.::r = (i.%2.ai = 988

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md hinh la 3,78 (891,22 - 887,44) vdi 2 bac td do (584 - 582). Nhd vSy mde khae biet eua hai md hinh nay khdng cd y nghTa (p = 16,5%). Do dd, md hinh bat bien tdng phan ddpe Ida ehpn. Ket qua tren eho thay loai hinh CSTBL khdng lam thay ddi mdi quan he giOa 6 thanh phan den hieu suat phat trien chien ldde marketing. Hay ndi each khac la khdng ed su khac biet cd y nghTa giOa cac CSTBL CP ban va CSTBL bien the trong md hinh phat tnen ehien Idpe marketing.

Kel lugn:

Phat trien ehien ldde marketing ndi chung va tai eae CSTBL Viet' Nam ndi rieng ludn la mdt ndi dung quan trpng hang dau eua quan tri chien Idpe marketing. Chuyen de nay da de cap tdi viec he thdng hda mdt sd co sd ly thuyet chien Idpc va phat trien ehien lupc marketing; xay ddng 7 gia thuyet va dda ra md hinh va bd thang do ly thuyet ve phat trien chien Idpc marketing tai cac CSTBL Viet Nam; tien hanh cae nghien edu djnh tinh, dmh Idpng de' kiem dmh thang do, md hinh va gia thuyet nghien cdu ly thuyet bang eae kiem dmh he sd tin cay Cronbachs alpha, phan tieh EFA, phan tieh CFA va xae lap md hinh va thang do thuc te cho phat trien ehien Idpc marketing tai

khna hoc ^ thifdngmai 25 MS)

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BSt biln timg phSn: CSTBL ca ban \ a bign the

: 351.218. c7 = 584.

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Ngudn: Xii ly dQ lieu bang SPSS 18.0

Hinh 2 ; Ket qua AMOS kha bien va bat bien tQng phan theo loai chudi sieu ihi cac CSTBL Viet Nam va md hinh hdi quy bdi gida

bien phu thudc Hidu suat phat trie'n ehien lupc marketing va 6 bien dpc lap la chat lupng trie'n khai/phat trie'n eae thanh phan chien lupc marketing tdng the va bd thang do vdi 35 bien quan sat cho cac bien ddc lap, 5 thang do cho bien phu thudc. Day la cP sd khoa hpc va thuc te de phan tiep theo danh gia thuc trang phat trie'n chien idpc marketing tai cae CSTBL Viet Nam d cac dd th| Idn nudc ta bang phdPng phap md ta thdng k e . *

Tai liSu tham khao:

1. R Kotier (2002), Marketing Management Prentice Hall - NY.

2. G. Amstrong & R Kotier (2008), Principle of Marketing, New Jersey

3. P Reed (1998), Marketing - Planning and Strategy - Harcourt Brace, Sydney

4. A. Thompson & A. Strickland (2011), Strategy Management - Concepts and Cases, Mc Graw Hill - New York.

5. Nguyeri Dinh Thp va Nguyen Th|

Mai Trang (2004), Cac yeu td chinh tac ddng vao su lua chcin hang ndi va hang ngoai nhap cua ngudi Viet Nam, De tai khoa hpc cap Bd - Trddng Dai hpc kinh t e T R H d Chi Minh.

6. Nguyen Bach Khoa, Nguyen Hoang Viet (2014), Md hinh nghien ciiu va khung thang do gia tn va chat lUdng dich vu loai dich vu d Vidt Nam, Tap chi Khoa hpc thUdng mai, thang 6/2014.

7. Nguyen Th|

Thanh Nhan (2014), Md hinh nghien ciiu phat then chien tUdc marketing chudi sieu thi ban ie Viet Nam, Tap chi Khoa hoc thuang mai, thang 1+2/2014.

8. Euromonitor International (2014), Global Corporate Strategies in Retailing.

Summary

Previous studies of the authors on models and measurement scales of managing marketing activities in retail supermarket chains reveal very high variables of operational marketing, which is not appropriate with the study of marketing strategies. This study analyses and tests hypotheses on the impacts of marketing variables integrated to marketing strategic capacity in Vietnam retail supermarket chains.

26 khoa hgc thifdng mai

So 89 + 90/2016