TAP CHi KHOA HQC C O N G NGHE GIAO T H O N G VAN T A I , SO 2
81 M O HINH CAC YEU TO TAG DONG DEN VI THE CANH TRANH
V^N TAI H A N G HOA CUA HANG HANG KHONG
MODEL OF FACTORS AFFECTING THE COMPETITIVE POSITION OF AIRLINE'S CARGO TRANSPORTATION
Nguyen Hdi Quang Hoc vien Hangkhdng I'let \am Tom tat: Nghien cihi nd} nhdm khdm phd cdc yeu Id tdc dong din vi thi canh Iranh van lai hdne hoa cua hang hang khong Dua Iren ca sd ly thuyet, ki thira edc nghien cin, truac co hen quan vd nghien cini nhung dac trimg cua van tdi hdng hda hdng khong nghien ein, dd khdi qudt ba nhdm viu 10 anh huang den vi the canh Iranh van tdi hdng hda hdng khong Dd Id cdc nguSn luc khd ndng vd lai Ihe cgnh Iranh cua san pham vdn tdi hang hda hdng khong Nhimg viu 16 ndv ldm liin di cho cdc nghien cm, mo la vd ihuc nghiem ve ndng luc canh tranh van Idi hdng hoa cho cdc hdng khdng Viet
Tir khoa: Vi thS canh tranh. nang lire cgnh Iranh van Idi bang hda hang khong Abstract: This study aimed lo explore the factors that affect the airlines S freight competitive position Based on theory, inherited the previous relevant research and study the charactenslics of ihe air cargo transport, this research outlined three factors group that affect the competitive position of air cargo transport They are the resources, capabiliiies and competitive advantages oj the au cargo transport These factors make the premi.se for ihe description study and empirical research of air cargo transportation competitiveness for Vietnam s airlines
Keywords: Competitive posuion, competitiveness, air cargo transportation Chi sS phan lo(ii: 3.2
1. Gidi thi^u
Chinh sach hdi nhap kinh le qudc le trong thdi gian qua da ihue day Ihi Irudng van tai hang hda hang khdng d Viel Nam phat tnen nhanh, song canh tranh ciing ngay cang gay gat, dgc biet la tren thi tnrong qudc te. Thi phan van chuyen hang hda tren thi trudng qudc le ciia cac hang hang khdng Viet Nam da giam tir 34,32% nam 2001 xudng cdn 14,14% \ a o nam 2015 Vi \gy cac nghien cuu nham lim ra cac giai pbip nang cao nang lire canh tranh cho cac hang hang khdng ciia Viet Nam la ral can thiet Nghien Ciiu nay nham kham pha cac yeu lo lac dgng den Vj the cgnh tranh ciia hang hang khdng iam lien de cho cac nghien ciru md la va thuc nghiem tiep theo.
2. Cff sff ly thuyet va quy trinh nghien 2.1. Cff Sff ly thuyet
Canh tranh Iren thi trudng la viee dan tranh, ganh dua hoac gianh giat ciia mdt sd ddi thii vl khach hang, Ihi Irudng hay ngudn luc Canh tranh la dgng luc de phat incn, nd yeu cSu moi id chuc phai khdng ngirng nang cao nang luc. lao uu the ciia minh Inrdc cac ddi thu cgnh tranh. De dam bao canh tranh
thang loi va ben viing, doanh nghiep can cd loi the canh tranh trudc ddi thii ciia minh
Dudi gdc dg doanh nghiep, loi the cgnh tranh la mirc do ma mdt doanh nghiep cd the igo ra mdi vi tri hon ddi ihii canh tranh eiia minh (M Porter, 1985), Nd la nhung cai Iam cho doanh nghiep ndi bat hay khac biet so vdi cac ddi thii canh tranh hay ndi each khac no la nhiing eai ma cac ddi thii cgnh tranh khdng cd hoac doanh nghiep thuc hien lot hon ddi thu cgnh tranh. M Porter (1985) da dua ra hai loai loi the cgnh tranh can ban la Igi ihe ve chi phi thap va Igi the ve su khac biel. Theg do, mgl loi the cgnh tranh tdn tai khi doanh nghiep cd the cung cap cho khach hang nhiing Igi ich luong ly- nhu ddi thii cgnh hanh nhung vdi chi phi thap hon (Igi the ve chi phi), hoac mang !ai Igi ich vuol xa nhirng san pham ciia ddi thu canh tranh (loi the vc su khae biet) Day chinh la Igi the canh tranh d cap san pham cua doanh nghiep.
Lgi the canh tnnh cua doanh nghiep dugc bat nguon tu nhung nguon luc \ a kha nang. Nguon luc cua doanh nghiep bao gom eac nguon luc vat chal nguon nhan luc ngudn til chinh kc LJ nhung gia in \ o hmh nhu Ihuong hi?u Con kha nang de e^p den
I' Journal of Transportation Scie ind Technology, Vol 22, Feb 2017
viec doanh nghiep su dung cac nguon Igc mgt each hieu qua. Vi du nhu kha nang nam bat va dua san pham ra tin Inrdng nhanh hon so vdi ddi thu cgnh Iranh No bao gdm kha nang irong cac hoal ddng quan ly, nghien ciru Ihl trudng. phat tnin san pham, marketing, ban hang . Nguon luc va kha nang ciia doanh nghiep kll hop vdi nhau Igo thanh nang luc phan biet cua doanh nghiep. Nhimg nang luc do lao ra loi thi canh Iranh ve chi phi hoac su khac biel eiia san pham va cudi ciing tao ra gia In vugt trdi so vdi ddi thu canh tranh (hinhl)
hda hang khdng. Cudi ciing md hiii hoan thien qua thao luan vdi nhdm • gia (hinh 2).
i
- ' • " " • ' i ^ ^
Hinh I. Md limh lai the canh iranh ben vCmg cuaM Porter Ngudn: JBDON (2016) Mot trong nhung gia in duoc n o ra tir nhung loi the canh tranh o cip do san pham L-ui doanh nghiep la \ i the canh tranh ciia doanh nghiep Vi the canh tranh la vi tri ma mot doanh ighi?p eo dugc tren Ihi Irudng, hoac CO gang dit duoc trong qua tnnh canh Iranh Nhunt, yeu to the hiei \ i the canh iranh cua mot doanh nghiep so voi doi thii the hicn qua Ihi phan va nang luc rn.ng bicl Thi phan cang Ion ihi vi the canh tranh ciia doanh nghiep cing manh Voi Ihi phan Idn, doanh nghiep co dicu kicn giam chi phi do dal duoc hieu ung dudng cong kinh nghiem.
Vl the cinh tranh cang vung chac khi doanh ighiep CO nang I re die biet ve nghien ciiu va phat Inen m-irketing hicu bid thi truong, tao u\ t n nhan hieu tu do hinh Ihinh nhirng the manh vuot troi nia eac doi thu khdng cd duoc
2 2 Qu\ tnnh \a> dung mo hinh Mo hinh eac yeu to tac dgng den vi ihe canh Iranh van lai hang hda eiia eac hang hang khdng duoc xay dung dua tren nen tang CO sd ly thuyet ve nang luc va vi the canh Iranh ciia doanh nghiep Tiep den la phan lich cae nghien ciru cd Hen quan va nghien ciru nhiing dgc Irung ciia hoat ddng van tai hang
Hinh 2. Quy trinh \uv dirng md hinh cdc yeu to Ngudn: De xudt c ua tdc gid 3. Phirffng phap nghien cihi Nghien ciiu nay thuc hien phuong phap dmh tinh qua ky thuat nghien ciru lai ban va thao lugn nhdm, bao gdm
1) Phan lich cac nghien cuu ve nang lire canh tranh ed hen quan de ke thira ve ndi dung va phuong phap liep can,
2) Nghien ciru nhimg dac trung ciia van lai hang hda hang khdng de thay duoc cac ylu 16 thi hien eu Ihl lac dgng den vi the canh tranh;
3) Thao luan voi cac chuyen gia dc hoan thien md hinh
3.1. Nghien ciiu cac nghien ciiu ve nang liic canh tranh co lien quan
Cho den nay cung cd nhieu nghien ciiu ve cac yeu td anh hudng den nang luc canh tranh ciia cac doanh nghiep trong eac bdi canh va phuong phap thtrc hien khae nhau, trong dd chua thay nhieu trong ITnh vuc van tai hang hda hang khdng. O cap dg ngudn luc, Kryslyna Kowalska (2014) thuc hien bang nghien ciiu dinh tinh va cho thay cac yeu td tac dgng den nang luc canh tranh cua eac doanh nghiep van lai, giao nhgn hang hda va logistics bao gom quy md cac ngudn luc, cau triic vdn va tai san, cac hoat ddng ihi Irudng va nhiing kha nang vd hinh.
Ci cSp dd san pham, cac nghien ciru thuc nghiem cua Rosenzweig va cac lac gia (2003), S-wink va cac lae gia (2007), M G.
de Lima va cac lac gia (2007) hay Sakun Boon-iU (2009) dIu cho thay eae thanh phSn phan anh nang lue canh tranh bao gdm chi phi hay gia san pham thap, san pham khae biel hay cd cbSt lugng, giao hang tin ca^ .-|uy trinh linh hoal. Nghien ciiu cua Kim ^'
TAP CHn<HO^ HOC C 6 N G NGHE GIAO T H 6 N G V A N T A I , S 6 22-02/2017 ^ ^
lai hang khdng d Viiit Nam
Kel qua tac ddng cua nang luc canh tranh duoc cac nha nghien cim do ludng d nhieu khia canh khac nhau Chiing lac ddng den ty trong doanh thu hi san ph^m mdi. lam tang trudng ve doanh so ban va su hai long ciia khach hang trong nghien cim cua Rosenzweig va cae tac gia (2003) hay lam tang su hai Idng cua khach hang, vi tri ciia doanh nghiep tren ihi trudng va kel qua lai chinh cua doanh nghiep trong nghien ciiu ciia Kim S. W. (2006) hoac lam tang kit qua hoat dgng nhu- tang Irudng thj ph3n, khdi lugng ban. klia nang gidi Ihieu san pham mdi trong nghien ciru ciia Swink va cac tac gia (2007) (bang I).
nghien ciru cd hen quan (2006) hay Neringa L. va Gelmine S. (2012)
cung cho thay chi phi hay gia san pham thap va san phSm khae bi?l hoac cd chat lugng la nhimg y l u id phan anh nang hrc cgnh tranh.
ngoai ra eon cd cae yeu td nhu dich v^i khach hang, hoat ddng quang eao, marketing..
Trong khi dd, Yonghwa Park va cac lac gia (2009) khi nghien ciiu ve nang luc canh tranh ciia dich v\i hang hda chuyen phat nhanh bang dudng hang khdng cho IhEly tinh chinh xac, linh kip thdi va gia la nhiing ylu Id quan trong. Cdn Dao Mgnh Nhuong va cae lac gia (2001) ciing bang nghien cim dinh tinh vdi phuong phap nghien ciiu tgi ban va chuyen gia dua ra 11 yeu td bao gdm ca ngudn iuc, nang lue va lgi the canh tranh san pham van Bang I. Tdng liap cdc
o\ canh \ a phirimg pli:Sp l l i D^o Manh
Nhucmg vil Lac icEii(2001)
M G de Lima va eac tac gia (2007)
Nghien cihi dinh tinh voi ky ihu^l nghien cuu ban va phuang phap ehuySn gia d6 lim ra c giai phap nham nang cao nang luc cgnh tranh cua nganh hang khong dan d^ng Viet
m trong dieu kien hgi nhap quoc te bien cihi thuc nghiem anh huong cua chien IC ligi nh3p den n5ng luc c^iih tranh vd kel qua kinh doanh ve hang tieu dung • Bac My, Au, chau A Thai Binh Duong va My en cuu thuc nghiem s^ Idc dgng cu;
L cung ung vol nang \vc cpnh iranh v^
hoal dong cua doanh nghiep qua mau gom 196 congty
en ciru Ihuc nghiem su iac dong cua bon lo^l chicn luoc tich hnp nen kel qua hoiit dong ac doanh nghiep trong n g ^ h khac nhau ii Bac My
Giao sat cac yeu to anh huong den nang luc :anli tranh vgn lai hang hoa hang khong va cac trung lam dieu phoi hang hoa hang khong Ion Nghien cuu thuc nghiem ve mo hinh lich luy >
:ac ylu Id phan anh nang luc canh tranh cua :ac doanh nghiep ngdnh cong nghiep o to Thai Lan.
Kham phS cac yeu l6 anh huong nang ivc c?nh Iranh cua dich vu hang hoa chuyen jilial nhanh ban); duong hang khong lgi Han quoc
Ket qua nghien cihi c Dua ra cac tieu thuc phan anh nang luc c^nh tranh v^n tai hang khong cua Vi^t Nam gom Mang duong bay, d?i ia bay, quy mo v^n chuyen, chat lu(jng d)ch vu, an toan, a ninh, h? ihong gia, kenh phan ph6i, quang cao, khuyen mil, hinh anh vi danh tieng. chat lugng lao dgng. 16 va quan ly, ticm lyc liii chinh
Cic yeu to phan anh nang luc canh tranh (chat luonj pham, giao hang tin cay. quy trinh hnh ho$t. dan d:
ehi phi) anh huong tnrc liep den % doanh thu ti pham mdi, Ulng truong ve doanh so ban va su hai
khach hang Co moi quan h? giila cac yeu li
hoal dong nhu si; hai long cua khach hang, vi ti thi tniong va sau cung la ket qua lai chinh Cac yeu to phan anh nang lire cjnh Iranh (hi?u qu chi phi, chat lugng, giao hang, quy trinh Imh hoj phim mill) tac dgng den ket qua hoat dong (ting truong thi phan, khoi luong ban, kha nang gioi thieu san Do luong c^C yeu 16 iac dinh nSng \\fC canh tranh: Chit luong dich v(i, loc dp (thoi gian cho dca It), chi phl/gia thap, su giao hang im c?y, ihoi gian va so luong gi hang hnh hoat. ^
u yeu (6 cho n:
11 hang hoa tren th]
bang ky thuiit phong van t
111 xuat Imh hopt va chi phi san suat Tinh chinh sac va kip thoi la nhOng yeu to quar inh huong den nSng Ifi canh Iranh. nhung gia van 6 quan trong nhal ^ Cac nha cung cap dich vy van chuyen hang hoa ci nang cao canh Iranh bing chi phi thap, 13ng then- nang c. 0 chat lugng, khong ngung * Kiysiyna
Kowalskd (2014)
h Cac yeu ic h nang Iv IC rigi ,u6n luc, c
Journal of Transportation Science and Technology, Vol 22, Feb 2017
3.2. Nghien cuu dac trung ciia van tai h^ng hda hang khdng
Cac yeu id san pham hien thuc cua vgn tai hang hda hang khdng la heh bay, lau bay, dieh vu lai san bay va dieh vu ban, dal chd Lich bay the hien vi dudng bay, tan su§t, ngay, gid bay, thdi gian bay thdi diem nen nd phan anh mire dd da dang va thudng xuyen cua san phSm Tau bay vira la ngudn luc quan trong vira la phuong lien vgn chuyen nen nd quyfil dinh rjl Idn den chat lugng san phSm van tai hang hda, dae biet la ihoi gian van chuyfin, kha nang dap irng nhu cau van chuyen hang hda. Cac dich vu lgi san bay hen quan den soi chi6u anh nmh, hai quan, luu kho, bdc xcp va giao nhan hang hoa ciing anh hudng den ch§l lugng dich vy van lai hang hda hang khdng.
So vdi cac phucmg thiic van tai khae, van lai hang hda hang khong cd tdc do vgn chuyen nhanh nhung chi phi van chuyen Idn nen nd phii hgp vdi viee van chuyen hang hda gon nhe eo gia tri Idn va can van chuyen nhanh Hai yeu Id nay ciing the hien dgc trung cua san pham van tai hang khdng. Mat khac, van lai hang hda hang khdng la san pham cua nganh dich vu, khdng ed tdn kho nen cdng lac phan phdi, ban san pham rat quan trgng de sir dung het tai tren cae ehuy^n bay,
3.3. Thao luSn ho^n thien md hinh Tren co sd ly thuydl ve loi the va vi the cgnh tranh, ke thira ket qua ciia eac nghien cuu trudc va nghien ciru dac inmg ciia van lai hang hda hang khdng, tac gia da xay dy-ng md hinh so bd bao gdm cac yeu td ve ngudn luc, kha nang, loi the canh tranh cap do san pham va vi the canh tranh. Md hinh nay dugc dua ra thag luan vdi mdt nhdm 12 chuyen gia cua nganh hang khdng trong cudc hop eua Hdi khoa hoe hang khong Viet Nam Ihang 11 nam 2016. Kel qua thao luan nhdm cho th^y phan Idn cac chuyen gia ddng linh vdi nhirng yeu Id trong nghien ciru kham pha ban dSu ciia lac gia Tren ca so dd lac gia da hoan thien md hinh cac y^u td tac ddng den vi the canh tranh van lai hang hoa eiia hang hang khdng.
4. Ket qua nghien ciiu
Md hinh cac yeu Id anh hudng 6 cgnh tranh van lai hang hoa hang !th kel qua ciia nghien ciru kham phd . -"^' gdm 3 nhdm yeu Id ngudn lue, kha nai g. Id the canh tranh cap do san pham.
Cac yiu Id ngudn ly-c quan trong anh hudng d6n vi the canh tranh van (ai hang hda hang khdng la ddi lau bay, trang Ibiet bi phuc vu van chuyen hang hda, ngudn nhan lyc va kha nang tai chinh. Cdn eac yeu td ve kha nang la cdng tac td chirc va quan ly, hoal ddng nghien ciru thi trudng phat trien san pham, he thdng ban va kenh phan phdi, cac hoat dgng quang cao, khuyen mai, cham sdc khach hang...
Lgi the canh tranh ve san pham van tai hang hda the hien qua su khac biet cua san phdm va miic gia, ehinh sach gia. Su khac biet the hien qua kha nang dap iing (lich bay, kha nang cung ung lai va cac dich vu dac biet), chdt lugng san pham (thdi gian van chuyen, diing gid, bao quan, that lac ..), quy trinh thii tuc don gian va hnh boat.
Vl the cgnh tranh van tai hang hda hang khdng dugc the hien qua doanh sd va thi phan tren timg dudng bay va mgng dudng bay, su hai Idng ciia khach hang ve dich vu van chuyen hang hda ciia hang, ciing nhu thuong hieu duoc nhan biet va yeu Ihi'eh (hinh 3).
Hinh 3, Mo hinh cdc yeu Id anh hudng den vi ihe canh iranh vdn lai llimg hda hang khdng
Ngudn: Kil qua nghien cini cua tdc gia 5. u'ng dung
Kel qua nghien ciiu nay la co sd de thuc hien nghien ciru md ta va thuc nghiem ve ngudn Ig-c va kha nilng lae dong den loi thi cgnh tranh ciia san pham van lai hang hda hang khdng hoac eac nghien ciru md i,i va thuc nghiem v^ ngudn lire, kha nang v • loi thd canh tranh vgn tai hang hda hang k iig tae dgng den vi Ih^ cgnh tranh cua hang
TAP CHi KHOA HOC C O N G NGHE GIAO T H Q N G VAN T A I , SO 22-1
khdng tren thi mrdng. Tir do cd the thuc hien va dd xuil chinh sach eho cac hang hang khdng cua Viet NamQ
Tailigii tham khao
[1] Dao Manh Nhuong va Ban sogn Ihao (2001).
"Nghien ciru cac giai phap nh5m nang cao nang lire c?nh tranh cua nganh hang khong dan dung Viet nam tron^ dieu ki|n hgi nh^p quoc le" Di tdi khoa hoc cdp Bo, Ha noi.
[2] Eve D, Rosenzweig. Aleda V Rolh & James W Dean Jr (2003) The mfluence of an integralion strategy on compeltitve capabilities and business performance An exploratory study of consumer products manufacturers Journal of Opcialions Managemeni. tia 2 1 , p 437-456 [3] JBDON(20I6) Porter's sustainable compclitne
advantage model. Truy cap ngay 15/10/2016 tir http://wivw.jbdon.com/poners-sustainable competitive-ad vantage-mode I htmi [4] K.im S. W (2006) The effect of supply i-hain
integration on ihe alignmeni between corporate compel i live capability and supply chain operational capability International Journal of Operations & Production Managemeni No. 26, Vol. 1 0 . P I 0 8 4 - U 0 7 .
[5] Kryslyna Kowalska (2014) Non-market factors of competitiveness of Iran sport, freight forwarding and logistics companies Forum Scientiae Oeconomia No. 4, Vol 2, p. 5-17 M G de Lima, R Q. Nogueira & D. de SiqueiraFelipe (2007). Aspects of competitive
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performance an exploralory study of air cargo players in Brazil Journal of ihe Biazihan air Iransporlalion research socieiv Voi 3 i«iip 1 n 10-22 • '^- [6] MichealE Poner(!985) Compeiiiiveadvantage
creating and sustaining iiiperios performance The free press, first edition New work NY 10020
[7] Neringa L & Gelmine S (2012). Factors for Lompelitiveness in the freight transport services market Case ot Lithuania Economics and inanagemtnl \ o l 17 p KA-IH.
(8] Sakun Boon in (2009) The Cumulative Model of Competitive Capabilities: an Empirical
•\nalysii in Thai Aulomolive Industry. POMS 2iy'' Annual Confinnce Orlando, Florida U S A [9] Sttitik M Narastmhan R & Wang C. (2007).
Mamging beyond the factor, walls Effects of four types of strategic integration on manufacturing planl performance. Journal of Opeialiom MmiagemenI No 25 p 148-164 [11] Yonghwa Park Jung kyu Choi & Anmmg
Zhang (2009) Evaluating t-ompeiitiveness of air cargo express services Logistics and Transporialion Review. Vol 45, Issue 2, P 3 2 1 - 334
Ngay nhiinb^i: 01/12/2016 Ngay chuyen phan bien: 05/12/2016 Ngiiy hoan thanh sira bai: 26/12/2016 NgSy ch3p nh^n dang: 02/01/2017
