l l NGHIEN cuu - TRAO DOI
C ^ vpng thi trydng XK hang hda ciia Be'n Tre.
- Hpp tac phat trien kinh te xa hpi giila TP. HCM vdi tinh Ben Tre giai doan 2009 - 2015 se tao didu kien day nhanh to'c dp tang trydng va p h a t trien kinh te Be'n Tre.
- Chinh Phu cd chu tnfPng thyc hien chien lypc phat trien kinh te vung DBSCL.
- Tap trung phat trien dich vu phyc vy cho phat trien kinh te, khi cdng nghiep, ndng nghiep phat trien doi hdi cac nganh dich vy phai phat trien typng ifng dam bao vai tro hau cdn. Nganh dich vu phat trien la didu kien de thu hut vdn ddu ty vao cac nganh khac phat trien.
- Xu hydng FDI vao nganh dich vu tang nhanh tiJf nhiing nam 1990 do cac nha cung cap dich vu tang cydng thie't lap sy hien dien thydng mai tai cac thi trydng nydc ngoai, FDI thydng tap trung vao cac nganh phan phdi ban le, ngan hang, dich vu kinh doanh, vien thdng, khach san, nha hang...
• Thach thtfc ciia Be'n Tre trong thu hiit dau ttf ntfdc ngoai
- Nhiing dien bie'n ciia ndn kinh td the gidi cd the se lam cham tie'n trinh phat trien kinh te xa hpi cua tinh Ben Tre it nhat den 2011 - 2012.
- Tinh hinh bie'n ddi khi hau se lam nydc bien dang Ien khie'n mpt so' dien tich da't bi ngap se anh hydng de'n ddi sd'ng ngydi dan Ben Tre do 90% dan so' sd'ng d nong thdn.
- Ca'u triic thi trydng khdng ddng bp, thi trydng da't dai va thi trydng lao ddng la hai thi trydng cd b a n nha't nhyng lai kem p h a t trien
6 I THUONG MQI So 22/2010
nha't va khdng dypc cac DN quan tam trong khi thi trydng chd'ng khoan lai thu hiit dypc lifpng vd'n dang k e .
- DN dich vu nydc ta cdn ye'u va mdng ca ve sd lifpng va chat lifdng.
- Quan ly vi md con nhidu bat cap, cdng tac quan ly va didu hanh cdn han che, nen kinh te cd chieu hydng lam phat 6 mifc cao se anh hydng de'n viec thu hut vdn dau ty phat trien kinh te xa hpi Ben Tre.
- Bat ldi cua tinh di sau trong viec thu hiit vdn ddu ty la khd tranh khdi.
1.3. Nguyen nhan cac mdt ton tai
- Quan diem phat trien dich vu cua tinh chya the hien rd net va nha't quan.
- Phat trien thi tnfdng dich vu cdn gap nhieu khd khan do anh hydng cua khung hoang kinh te the' gidi keo dai.
- Kha nang canh tranh ciia san pham hang hda dich vy yeu, giai phap thuc day san xua't tao ngudn hang XK chya ddng bp, gia tri XK tren ddu ngydi thap (97 USD) va dp md cua nen kinh te' chya cao chi chiem 15,6%.
- DN thypng mgi dich vu cd quy md nhd.
- Chinh sach thu hiit ddu ty cdn nhidu bat cap, cdng tac xiic tien cdn han che'.
- Cac ngudn lyc dypc huy dpng mdi chi dat 23,7% GDP chya du silc de ddu ty phat trien cac chydng trinh dy an trpng diem.
- Bd may, n h a n sy quan Iy nha nydc trong tinh cdn thieu va yeu.
(Cdn nUa)
Gan day mgt cdch tiep cg.n mdi cho vi$c nhin nhg.n
thi tnUfng cua ngiidi tieu dung CO miKc thu nh^p thdp (vdi hcfn 5 ti ddn tren todn cau) dd ldm thay doi quan ni$m vd cdch ldm marketing cua nhieu Cty tren the gidi. Bdi viet ndy hiidng den mpt sd mo hinh ki thuqtt nhdm khai thdc hi$u qud mang thi tn^tng con bo ngo ndy vd md dtSfng cho cdc DN tim kiem khong gian mdi tg.i khu injTc
nong thon Vi$t Ncun.
1. Hinh anh toan cau v£ thi trtfdng ciia khu vi^c ngtfdi tieu diing cd thu nhap thap
Thi tnfdng cua ngydi tieu diing cd thu n h a p thap thydng dypc nhin vdi sifc mua thap, kha nang thanh toan h a n chd, hang hda gia re, khdng an toan ve chat lifpng va khdng hap ddn cac DN ddu ty. Viec phan khiic thi tnfdng qud'c td ciia mpt sd Cty da qudc gia, nha't la cac Cty da cd thydng hieu dypc khang dinh tren thi tnfdng qudc te thydng dypc tap trung vao tdng ldp cd thu nhap cao, cac Cty ldn thydng cho rang ngydi ngheo khdng dii sifc den gdn hang hda cd thydng hieu, do dd hdu het cac phan khiic thi trydng nay bi bd qua.
Nhyng mdt sd nghien cilu gdn day da cho tha'y thyc te chya h a n la n h y vay. Ndu tinh theo mifc dp chi tieu binh quan tren ddu ngydi, toan thd gidi chi cd khoang 1,5 ti ngydi (25%) chi tieu tren 10.000 USD (theo each tinh can bang sifc mua), sd cdn lai khoang 5 ti ngydi (75%) thupc nhiing ngydi cd thu nhap thap, nhyng van tdn tai nhu cdu ciia
NGHIEN cuu-TRAODOI
VAN DUNG MARKETING CHO THj TRllfiMG CO THU NHAP THAP TAI VIET NAM
• TS. PH;>M THUY HONG Dai hoc Thtfdng mai
ldp khach hang nay ddi vdi hang hda cd thydng hieu.
Hinh 1. Ti le thu nhap tren toan the' gidi.
<25 % dan so the
<75 % dan so the gidi
(Ngudn: Bdo cdo Phdt triin cda LHQ)
Thxic te cho tha'y, khu vilc thi tnfdng cua nhiing ngydi cd thu nhap tha'p, do cd sd dan cy cao nen tdng silc mua ciia khu vilc nay ciing la mpt con sd dang ke.
Ngoai ra, mac du cd it tien nhifng Idp khach hang nay ciing quan tam de'n hang hda cd thydng hieu ndi tidng va ciing cdn mua dypc hang tdt, cd chat lifpng dang tin cay vdi gia ca hpp Iy.
Tiem nang ciia thi trydng toan cdu vdi khoang ba phdn ty dan sd se ndm d nhiing ngydi cd thu nhap thap (mile chi tieu binh quan dau ngydi dydi Toan the gi6i
c6l<hoang 78% dan so thu nh$p thap
10.000 USD - theo each tinh can bdng sufc mua) trong do cd ca phdn thu n h a p rat tha'p (dydi 2.500 USD), hPn nufa trong sd do cd thu nhap trung binh tha'p (tOf 2.500 USD den 10.000 USD) va nhdm ngydi nay lai chie'm da sd ngydi tieu diing tai Tay Au, Trung Ddng va Trung A. Theo dy bao den nam 2020, thi trydng thu n h a p thap chiem 24% va 80% trong sd hp dang giau Ien va didu nay sdm mupn se ddn den kdt qua: Hp thyc sy la thanh p h a n chinh quye't dinh quan diem tieu dung va sy chung thiiy trong tieu diing.
Nhyng tren quan diem ciia DN: Lieu didu nay cd dii de ket luan: thi trtfdng ciia nhtfng ngtfdi CO thu nhap tha'p co trien vpng tfing trtfdng dii ldn de cac Cty dfiu ttf dap vtng nhu cfiu ciia hQ? Va viec dau ttf dd cd mang lai Iqfi nhuan?
Da cd mdt sd nghien cufu vd van dd nay va dya ra md hinh khai thac hieu qua thi trydng ciia ngydi cd thu n h a p tha'p.
Trong dd dien hinh la nghien cufu ciia Jamie Andeson & Neils Billou [Phuc vu nhiing ngUdi ngheo tren thi gidi: Sdng kien ddi vdi ddy kim tU thdp kinh ti. Tap chi Chie'n lypc kinh doanh. Vol.
28; sd 2. tr 14-21) vdi md hinh 4A (Affordability - Kha nang chi tra. Availability - Mile dp sdn cd. Acceptability - Kha nang chap n h a n . Awareness - Nhan thifc va hieu bie't vd san pham)
THUONGIW 8522/2010 I 7
NGHIEN Cliu-TRAODOI
(xem hinh 2). Md hinh 4 A tiep tuc difpc nhdm nghien cufu ciia A.T.Kearney kiem nghiem tai Ai Cap, Iran, Israel, Jordan, Kaza- khstan, Pakistan va Thd Nhi Ky da chiing minh cho tha'y day la khu vyc thi trydng cd tidm nang, cac DN van cd the kiem Idi ndu bie't didu chinh mpt sd van dd.
Theo do, de phuc vu khach hang cd thu nhap thap cdn dam bao sy phii hpp ciia san pham (sy phu hpp khdng cd nghia la ban san pham chat lifpng tha'p cho ngydi cd thu n h a p thap), duy tri sy san cd ciia san pham tren thi trydng thdng qua he thdng kenh phan phdi va diem ban phii hpp, gia tang cd hdi cho khach hang hieu biet va chap nhan san pham.
ddng gdi thanh cac gdi rdi nhd.
Cach lam nay cd nhidu yu diem.
Hang ddt tien ddng thanh gdi nhd vdi gia vila tdm cho phep
KtiuySdi truong chao ban th&ig qua he IhSig cac dilm ban,
XJy dung guan h^ dS tac vdi c6ng Chung va cac t8 chUc phi chmh phO,
G i ^ Uci\ cd bao gd d l gi Jm gia dan visinphSn.
Duy tri hoat dSng i mile vSi hoat dong g3n bjrg 0.
No IUc can bSng qui m6 va nguon luc
Tjp tnina ph^l triln khach hang Khai thac V tudng mdi d l phuc vu khach hang,
Xav dung co s i R&D tai aa phuang
Hinh 2. Mo hinh 4A' htfdng de'n khach hang co thu nhap thap Cd kha n&ng chi tra (Afford-
ability): Silc ep Idn nhat ddi vdi khu vyc tieu dung thu nhap thap la mpi ngydi cd ra't it cd hdi danh tidn cho cac khoan chi phi ldn. 0ng xil trong tinh hudng nay cac Cty thydng ap dung each giam kich thydc bao gdi de
8 I THOONG MQI So 22/2010
khach hang mua vdi y thufc tidn nao ciia nay. Ddng thdi, cac cufa hang nhd d khu vyc ndng thdn thifdng khdng cd kho chifa ldn.
Vdi cac san pham ddng gdi nhd, b a n than cac cila hang kinh doanh nhd cd the phyc vu nhidu chiing loai hdn. Hdn nila cac gdi
nhd rdi cd the ban cho nhidu nhdm khach hang khac nhau nhy de dung cho viec khuyen mai hay dung trong cac khach san, tren cac chuyen bay ciia hang khdng. Mac dii each lam nay ciing tidm a n mdt sd h^n chd, gay phan tac dung ddi vdi nhiing khach hang cd thu nhap trung binh hay thu nhap cao khi n h a n tha'y gia san pham difpc ha xud'ng, hp se thay ddi thdi quen mua hang va bdt dau nhin nhy san pham gia re. Cd the tha'y viec tao cac san pham phii hpp vdi khach hang, giiip khach hang cd kha nang thanh toan co nghia la khai thac chidn lypc sd -"lypng ldn, can bien thap va can bdng tac dpng cua qui md de dat dypc chi phi thap cho hang hda tieu thy. Trong cac thi trifdng thu nhap thap, ti le thu hdi vdn la thydc do quan trpng hdn doanh thu.
Mtfc do san cd (Availability):
Rat nhidu ngydi thu nhap thap sdng d viing xa xdi, di lai khd khan nen he thdng ban le thdng thifdng it tiep can dypc. De dya hang hda den vdi hp cdn cd each lam sang tao va phai tim
NGHIEN cuu-TRAO DOI
ra dypc phydng thifc yan chuyen phii hpp.
(3 nhidu vung ndng thdn tren the gidi, da cd mpt md hinh ap dyng hieu qua de thay ddi mdi trydng ban Id. Dd la xay dyng tinh thdn ty doanh ciia ddng dao ngydi cd thu nhap thap. Ngifdi ngheo cd the ty dufng ra kinh doanh vdi sy giiip dd ciia cac td chile tai chinh vi md chuyen cho ngifdi ngheo d cac viing ndng thdn vay tien. Nhiing hinh thufc ty doanh nay ciing thydng ban nhiing san pham cho nhiing ngydi cd thu nhap thap sd'ng quanh do va hang hda van den dypc cac viing dan cy heo lanh.
De gia tang mifc dp san cd ciia san pham tren thi trydng, nhidu Cty da cai tidn each ban hang de mang lai ke't qua td't.
Nhy Nestle Brazil da thie't lap mpt kenh ban hang tnfc tid'p cho cac ba phy nif ban siia chua va cac loai banh qui ngay tai nha hp. Nhidu khach hang cd the mua chiu va thanh toan sau khoang 2 tuan (tinh til khi gpi dien dat mua hang). Mac dii khdng cd gi dam bao tien nd, nhyng chinh quan he ciia nhifng ngydi cung canh la hat nhan tao sifc ep dam bao thanh toan va mifc thiet hai chi d mifc dydi 2%. Mac dli de tSng cydng "tinh sdn co" thydng cdn den dpi ngii lao dpng ddng dao, song nhd chi phi nhan cdng tha'p nen hinh thilc nay van cd the duy tri va tdn tail. Hdn nila, ban hang tryc tidp cd the giiip nhanh chdng thiet lap mang lydi ban hang ma khdng cdn tdi nhyng ngydi mdi gidi trung gian va giiip day manh kha nang chap nhan hang hda va hleu biet vd san pham.
Kha nang chap nhan (Accept- ability): Nhieu khach hang van
giii Id'i sdng vdi nhiing nguyen tdc truydn thdng, cac dinh kien tdn giao va nhifng yeu td van hda dac biet khac. Vi vay ddi vdi ngifdi tieu dung, hieu cupc sdng hang ngay va mpi nhu cdu lien quan den ddi sd'ng ciia hp la tdi cdn thie't. Tinh trang mu chy ciing bupc DN phai thiet ke nhiing san pham thich ilng va tim each de nhyng ngydi khdng bidt dpc cd the sil dyng may ATM. (3 An Dp, do tinh trang mii chCf ldn nen cac ngan hang ICICI Bank va Citibank da phat trien loai may ATM sinh hpc cho phep n h a n dang qua van tay va gipng ndi de nhifng ngydi khdng biet dpc cd the suf dyng dypc dich vu ciia ngan hang. Cach lam nay da giiip lam cho san pham trd nen de tie'p can va tang kha nang chap nhan san pham hdn vdi ngydi cd thu nhap thap.
Nhidu khi, de cd dypc sy chap n h a n ciia thi trydng, cdn tim kie'm each thilc dap ilng khach hang xua't phat tif sang kie'n ddi mdi cac ydu to truyen thdng va nhyng tinh hudng quanh cudc sdng thydng n h a t cung dypc can nhdc de tim ra each lam cho khach hang tang kha nang chap nhan. Mpt trong nhyng vi du cd the minh hpa cho viec can nhdc kha nang chap nhan la each thiet ke san pham dap ufng nhu cdu khach hang ciia nha che t^o thiet bi Haier (Trung Qudc). Til nhang phan hdi ciia khach hang, hang da thidt ke mdt loai may giat cd dng xa dydng kinh ldn hdn cho phep ndng dan khdng chi dung may de giat qudn ao ma cdn cd the nia khoai tay hay mpt sd rau Cli khac. Tham chi, sau nay Haier cdn thidt kd ra loai may giat khac cd the lam pho-mat tCf sifa de.
Cd the thay kha nang dap ling de dat dypc sy chap nhan ciia ngydi tieu diing xuat phat til ty duy sang tao va hieu biet sau sdc cac nhu cdu ciia ngydi tieu diing thu nhap thap ngay tai dia phydng. Cac Cty vdi dpi ngu nghien cilu va p h a t trien thi trydng (R&D) thydng di xa hdn trong viec phat trien nhyng san phdm dap ilng nhiing tien ich phuc vu nhu cdu thiet ye'u ciia cupc sdng.
Nhan thtfc va hieu biet ve san pham (Awareness): Viec thidu mdt mang lydi ban le thdng thifdng ciing nhy thidu sy quang cao thdng thydng vd san pham danh cho ngydi tieu diing thu nhap thap cd the vya la mdt thach thilc vila la mdt cd hpi. De quang ba san pham ciia minh, nhidu Cty da suf dung nhyng ngydi ciia cdng chiing dia phydng cd anh hydng manh me ddn tam li va cam xiic tieu dOing ciia dan chiing. Them vao do, viec lien kdt vdi cac nha kinh doanh nhd (nhyng ngydi ban hang rong) da tao ra cac cd hpi nang cao hieu biet ve san pham.
Truydn hinh, mang Internet va nhyng cau chuyen truyen mieng cung ddng vai trd ra't ldn, do thdng tin dypc truydn di ra't nhanh va rdng khdp tdi mpi loai khach hang tidm nang. Khi cac cdng n h a n ddn ty ndng thdn tda ddn cdc dd thi tim viec lam, hp cung lam quen n h a n h chdng vdi ldi sdng quen mua h a n g cd thypng hieu ciia thi dan va didu dd tac dpng ddn cac quye't dinh mua hang ciia hp khi hp trd vd nha vdi nhyng sinh h o a t mua sdm thydng xuyen. Dd'i vdi nhifng viing
(Xem tiip trang 12)
THOONGMfl So 22/2010 I 9
NGHIEN CUU - TRAO DOI
san xuat, XK cd qui md ldn, cd dy an ddu ty dang trien khai de ndm bdt tinh hinh va dpng vien, thao gd khd khan cho cac DN.
Hiep hgi ngdnh hdng: Cdn ndng cao vai trd ciia hiep hpi trong linh vyc hpp tac qudc te';
thdng nhat td chile va phdi hpp san xuat, chd bidn, tieu thy san pham mdt each hieu qua nha't, ciing tim kiem thi trydng, phan bd lai san pham gia cdng va dinh hydng san xua't phat trien.' Cdc DN: Chii dpng hdi nhap qudc td, xay dyng chie'n lypc kinh doanh, chidn lypc thi trydng, chie'n lypc quang bd thypng hieu; Ndm bdt kip thdi cP chd chinh sach ciia nha nydc (thud, yu dai ddu ty...) va thdng tin chieu sau thi tnfdng khu vyc va qudc td (cac hang rao phi thud quan, tieu chudn ky thuat, kiem dich); tie'p can va md rpng thi tnfdng qua nhidu kenh nhy:
hpi thao, hpi nghi, HCTL, til dd tim kie'm cP hpi hpp tac, ddu ty, tieu thy san pham.
- Ho trd cho cdc DN tham gia HCTL, khdo sdt thi trUdng nUdc ngodi: Be hoat dpng XTTM tai Da Ndng d^t hieu qua cao, tao
sy khich le cho cac DN XK, de xuaft UBND TP. Da Ndng hd tr(J ddi vdi cac DN tham gia HCTL trong nydc, cac DN tham gia HCTL nydc ngoai va ddi vdl cac DN tham gia doan khao sat th}
trydng nydc ngoai. Mile hd tr<?
dd nghi thyc hien theo quy dinh t^i Thdng ty 91/2005/TT- BTC ngay 1 8 / 1 0 / 2 0 0 5 cua Bp Tai chinh (ap dung theo mile B).
- Phdt triin mdt sd thi trUdng trong diim theo phydng cham tap trung vao mpt sd thi trydng cd silc NK ldn, da dang hda thi tnfdng XK, md rpng thi trydng mdi, giii vCfng va dn dinh thi trydng truyen thdng.
- Ho trd vd'n cho cdc DN tren dia bdn thdnh phd: Hd trp vay vd'n cho DN tren dia ban theo van ban sd 788/SCT-KHTC ngay 4 / 8 / 2 0 0 9 ciia Sd Cdng Thydng.
Ngudn vdn dy<Jc lay tif Quy Ddu ty phat trien ciia thanh phd', trong do tap trung yu tien cho cac DN cd gia tri XK ldn; cd kha nSng tang tnfdng cao.
- Day mgnh cdng tdc tuyen truyin, ndng cao nhdn thUc cua DN ve cac cam ket qud'c te', vd md cifa thi trydng, vd rao can thydng mai trong qua trinh hpi
n h a p , vd xay dyng va qudng ba thypng hleu... Hd tr(? mdt phdn kinh phi, ngudn vdn thich dang de cac DN dat chi n h a n h , van phdng dai dien, ddu tif ra nydc ngoai, tham gia HCTL nhdm gidl thieu va quang ba sdn pham Viet.
- Tdng cUdng kiem tra. gidm sdt hogt dgng HCTL tnfdc, trong va sau HCTL nhdm nang cao hleu qua cua cac HCTL, loai bd cac HCTL thieu tinh chuyen nghiep, cd ndi dung ngheo nan.
De xuaft trong chydng trinh hoat ddng ciia HCTL nen ldng ghep cac cupc hdi thdo, hdi nghi cho cac DN tham gia, nhdm tao didu kien de cdc DN giao lyu, tim kiem dypc cd hdi ddu ty vd ky kd't cac hpp ddng kinh td.
- Tdng cUdng kiem tra, gidm sdt tinh trung thiic, khdch quan cila cdc chUdng trinh khuyin mgi theo dang ky vdi cd quan QLNN; cd chd tai xuf ph^t thich dang ddi vdl cac DN gian lan trong khuydn mai, lila ddi k h a c h hang... •
' Ttnh den 12/2008 dd cd tren 120 chi nhdnh, vdn phdng dgi dien, dgi ly dUdc md tgi Dd Ndng.
VAN DUNG MARKETING...
(Tiip theo trang 9)
phydng tien thdng tin dai chung it phii sdng, cac hang cd the nang cao hieu biet sdn pham ciia khdch hang bdng each tac dpng vao silc mua ciia cac mang xa hdi. Marketing ngoai trdi tai cac hdi chp vd cdc chp lang va lien kdt vdi cac td
1 2 I THOONG m i So 22/2010
chile phi chinh phu ciing la mdt phydng phap mang lai hieu qua cao, giup cdc Cty ddn dypc vdi sd Iif(?ng ra't ddng khach hdng.
Qua phan tich yu thd thi tnfdng ciia ngydi cd thu nhap tha'p, cd the thay rd rang DN se cd them nhidu lya chpn va cd hpi mdi. Thi tnfdng nay tao ra ti le tang trydng cao hdn nhidu so vdi cac thi tnfdng da hinh thanh ty lau ddi va khach hang ludn ludn trydc nhyng lya chpn mdl.
Ddng thdi nd cung an chila ilu the: cac Cty mpt khi da cd the ddi phd vdi cdc yeu cdu ciia chudi gid tri chi phi thap ciing trd nen canh tranh hdn ngay tren cac thi tnfdng truydn thdng ciia hp. Dd la tinh hudng kinh dien hai ben cCing cd lpi cua thi tnfdng ty do: trao cho mpi ngydi mua nhidu lya chpn va cd hpi, ddng thdi Cty cung se tdng dypc doanh thu.
(Cdn nUa)
