H l f t f N G ^ ^ NGHIEN Ctfu CHIEN LlTOlC MARKETING BIA PHIfOlNG
N H A M T H U H U T B A U Tif LAP BAY CAC KHU CONG NGHIEP CAC OjA PHIftfNG VIET NAM - TRI/IlNG HUP TJNH HA TINH
Tiep theo SO 110 Nguyen Bach Khoa Tmdng Bai hpc Thuong mgi Email: nbkhoaiattmu.gdu vn
Nguyen Moarig Vi#t Trudng Oai hpc ThUdng mai
Email: [email protected] Nguyen Huy Hoang NCS Tnidng Oai hoc Thuong mai Email: hoangktqd10041987@gmailcom Ngaynh$n: 03/07/2017 Ngaynh$nlal: 19/07/2017 Ngay duydt dang: 01/08/2017
Q^d nhieu tiep cin va vin dung marketing dia phUdng (DF). Ly luin vi thtfc tieh vin dung quan (^1 marketing DF ndi chung vi quan tn marketing DF nham thu hut dau tu ndi ndng cho thiy thue ehit cua nd chinh la quin ta vi phit triin ehiin luge marketing DF eho mdt diim den (dia die'm) dau tu xie dmh. Bai nghidn etfu niy ed mue dich xay dung md hinh nghidn ctfu phu hdp thuc ti vi boi canh mdt DF gan vdi quin ly lanh tho (tinh Ha TTnh), vin dung danh gia mtfe dd quan trong vi thong ke md ta thue trang cac thanh phan chid'n lugc (CL), ttf do dUa ra mdt sdgiii phap phat tnin vi hoin thidn CL marketing BF nham thu hut dau tu lap day cac KCN tinh Ha TTnh thdi gian tdi dUa trdn dtf lidu dieu tra 345 phiiu to 126 DN. trong dd 64 DN FDI d cic KCN tinh Hi TTnh. Kit qui nghiin ctfu da chi ra ring.
md hinh CL vdi 5 thanh phan eau true la ed y nghia thdng kd vi giii thieh va du bio. trong md hinh niy eae eau tnie "chien lugc chao hang thi tmdng (CHTT)" vi "phit trien td chtfc vi ning Igc chien lUde mar- keting DF" cd tie ddng manh nha't, tid'p theo la "CL kdnh marketing DF", "CL truyin thdng va xOc tien dau tuhdnhdp" va "CL marketing muc tieu". Trong dc yeu tdtao CL CHTT, cae yeu to "The chi ehinh sich", "Gii/phi dautu-kinh doanh". "Trai nghidm eua NDT", "Bd sin sang kit du ha tang (KCHT) KCN vi DF" ddng vai trd quan trong Idn nhit, tiip theo lan lugt li cie yi'u to "Dd hi'p dan dja - kinh doanh",
"Chi sd ning luc canh tranh dp tinh" ed vai trd nho hdn
Ttf khoa: ehiin lUde marketing dia phUdng; chao hang thj tmdng, kinh maiketing DF: tmyen thdng vi xue tiin dau tu hdn hdp; nang lUc marketing cdt Idi.
5. Phan tfch thong ke mo ta thuc trang chien dat tu nhien 6.025,18 km2, dan so gan 1,3 tneu lUdc marketing d|a phUdng nham thu hut dau tu ngudi.
lap day cac KCN tinh Ha TTnh Ha TTnh b i t dau phat tn^'n cae KCN dja 5.1. Khai quit tinh binb tiiu hut dau tu vao dc phUdng giai dogn fi/2002 den 2012 da ed 7 KCN, khu dng nghidp Wa TTnh trong dd cd 4 KCN nam trong KKT Vung Ang, Cd Ha TTnh la mdt tinh thudc viing Bae Trung Bd, the tach bi?t tinh hinh thu hut dau tu vao eac KCN phia Bac giap Nghe An, phia Nam giap Quang Ha TTnh thanh 2 giai doan: trudc 2016 va til 2016 Binh, phia Tay giap nudc Cdng hda d^n ehii n h i n d^n nay, C6 thd ndi glal doan trude 2016, Ha TTnh dan Lao, phia Odng giap bien Bdng, vdi dien tieh la 1 BOOT kha hap dan vdi cae NDT trong va
2 * ' " " ' • ' " " So 111/2017
KD8H TE T A aCTAK 12
Bi_:—...^ -• .--^11 iiVgnnii " ' I -I rm ngoai nudc. Nam 2015 da eo 3 du an cCia cae
TNCs (Formosa, Samsung, Mitsubishi) ed dy an dau tu vao Ha TTnh va dua Ha TTnh diing thil 7 trong ca nude ve thu htit FDI. Vdi su eo mdi tmdng eua Formosa, Ha TTnh da khdng efii b[ tdn thUOng va thidt hai ve mdi trudng va xa hdi, ma ve kinh te ndi ehung va thu hiit dau tu noi neng eung b\ tae ddng tieu cue. Vdl sU quan tam ehi dao cua CPTW va sy vao cude nghiem ttic, ed ly va ed traeh nhiem, cd tam nhin ehien lUde: viee nao sai thi xir
\y viec dd, sai 6 dau thi xii ly 6 do va xCf ly nghiem, cdn bao ve quyen dau tu - kmh doanh va loi ich hop phap cLia NDT phai ludn dUde dam bao, VI v^y trong mdt thdi gian ngan da nhanh chong on dinh xa hgi, on dmh tu tUdng I^JDT va tiep tue qua trinh san xuat - kinh doanh tren mdt nguyen tac mdi. thu hut dau fu phai dam bao bao ve mdi trudng, khdng danh doi mdi trudng vdi thu hut dau tu mgi gia. Den nay. Ha TTnh ndi ehung va eae ehu the marketing dja phUdng tinh noi rieng dang gap rut hoan thign eae yeu td, fhanh phan eua chien lUOc marketing dia phUdng de ehuan b| eho mOt lan sdng dau tu mdi ea FDI va DDI Bang 2 tdng hdp tinh hinh thu hiit dau tu vao eac KCN Ha Tfnh thdi gian qua.
trj sd thap (2,94 diem - xep loai Trung binh - Yiu) klidng chi bdi tae dgng cua eac cau true ehien lUde thanh phan ma cdn ed tae ddng mdf phan bdi sy cd mdi trudng eua Formosa, Tuy nhien qua dd eung ed hieu ilng tieh cue vdi eac NDT khi thay sy vao eudc cua ca TW va d|a phuong de nhanh ehdng xit \y su c d giLJp c i c NDT nhanh chdng d'n dmh san xuat - kmh doanh, mat khac cung dat ra ddi hoi cac NDT phai nghiem fuc dam bao yeu eau, bao ve mdi trudng sinh thai. Vi vay, ed the eoi kit qua tdng hdp tren la phan anh kha thye chat eua hieu suat cac cau true chien lUde thanh phan (phucfng sai trich cCia cac thanh phan nay rat eao - 87%)
- Trong 5 cau friic ehien lUdc thanh phan, eo 2 e^u true chi^n luoc la "kenh marketing den NDT mue tieu" va "xOc tien dSu tU hdh hqp" dat mdc trung binh, cdn 3 cau true ehien lUdc dat mdc dudi Tb, trong dd marketing yeu nhat la cau triic chien luoc marketing mue tieu (2,81 diem).
L^ giai dieu nay chCi yeu do eac chu tlie quan ly chien laoe marketing dm phuong hau nhu mdi tiep can va lam marketing tac nghidp theo phong trao, chua bai ban chd ehua ndi lam ehien luqc marketing dia phUdng.
s r r 1 2 3 4 5 B 7 B 9
Chi tieu So Uong KCN (bao gom ihupc KTKT) SovonFDIIhuchiendKCN So ON FDI va hen doanh tai KCN SovSnDDIlhuchi6n6KCN So DN DDI lai KCN Tong dien lich tlS'l KCN Tdng dien Ifch dS'l quy hoach cho dSu lu Tong dien lich 6Sl hiSn SLI dung Kesosildjngdi^n ti'ch quy hoach dSulU cac KCN
eVT KCN 10= USD
DN 10'VND
DN Ha Ha Ha
%
Mile thuc hl$n 2012
7 353,46
32 7U3,1
48 85 000 80,131 12 615,4
15,74 2016
7 772 50
63 18.172,90
1Z5 8S0Q0 80131 26 847,5
35,50 Ngudn: Tong hgp bao cio Sd Ki hoaeh - Dau tu tinh 2016
Bang 2 ; Vnh hinh thu hut dau tu vio cic KCN Hi Tinh thdi gian qua 5.3. Ve chien lugc mariceting dia phUdng mgc tieu
Tdng hop ket qua danh gia chien lUdc marketing dm phUdng mue tidu cho frong bang 4.
- Nhu tren da neu, day la eau true chien luoc marketing dja phuong thu hOt dau tu tinh H^ TTnh ed chat luong then khai yeu nhat, ea 5 bl0n quan sat deu dat mye dUdl TB. Trong dd, ed 4 bien quan sat dat < 2,9 diem - xep loai yeu. Dieu do chi 52 Ve danh gia tdng hdp Bang 3, Kit qui dinh gii ehiin Itfde marketing dia phUdng tong hdp higu suai chien lugc marketing
dia phUdng
Ket qua xif ly dO lidu cau true ehien lUde va hieu suat ehien lUde marketing dia phUOng thu hot dau tu lap day KCN Ha TTnh duoc tdng hop qua bang 3
Ty bang 3 cho phep rut ra ket luan:
- Hidu suat chien lUdc mar- keting d|a phuong td'ng the dat
So 111/2017 imwiBniai
STT 1 2 3 4 5 6
Cau trdc chien lupc Chien \\sac mailtetinq muc Mu Chien lUdc chao hang th< tiudnq - NDT muc ti6u Ghi^n luoc kenh mari^eling den NDT muc tiSu Chien lUdc truven thdng va xuc tien d i u tu hdh hop Phat tri§n tfi chQc va nSng lyc chien luoc marketing dia phuong Hi§u sySt chiSn luoc marketing dia phuong tdnq Ih^
Mile danh gia DTB 2.81 2,98 3,01 3,04
• 2,97 2,94
BLC 0,637 0.612 0,626 0,594 0,613 0,617 Ngudn: Xii if 00 iiiu bang SPSS. 18.0
rm VA ^PAiyj
STT
1 2
3 4 5
Cac bien quan sdt
Nghi6n cilu marlteHng bai ban lua chpn Ihi tn/dng myc lieu Thi^c hanh phi/Ong phap phan tich va dy bao marteting khoa hgc 6§ dmh muc tieu thu hiit dau tU Bi xuat gia In cung Qng cho (doan) th| trudng muc liSii
Bmh VI gia (n c6 tinh cgnh tranh va du hS'p dSh nha dau tU Thyc hanh CRM va PRM vdi N0T
Tong hdp
Mdc danh gia OTB 2,84 2,75
2,87 2,65 2.91 2.61
BLC 0,641 0,618
0,639 0,606 0,642 0,637
Bang 4 ; Kit qua dinh gii ehiin lUdc marketing dia phuang mue tidu keting dia phuong nham thu htit dau tu ndi chung va lap day KCN dia phUdng hi^n nay ndi neng.
M3c du da cd mdt so nd'li^c, tuy nhien vigc tnen khai trong thuc te ndi dung nay con thieu bai ban, quy trinh v^ chat luong quan ly con thap so vdl ydu cau (2.91 diem).
5.4. Vidian lugc dao tiang till trUdng/NBT mgc tidu
Ve nguyen ly, mdt CHTT bao gdm mot tieh hdp cac yeu td cdng cu san pham - DE)DT dja phUdng; gia san pham - DE)DT/phi cac d[ch vu Dau tu - Kinh doanh va cac trai nghiem NDT ve djch vu va quan ty cdng va tao nen "gia tr| khach hang" cung ilng cho moi doan thj frudng muc tieu khac nhau, Ket qua xif \y dit ll$u dieu tra duoc tdng hdp trong Bang 5,
TC/ Bang 5 eho phep mt ra mdt sd nh^n xet sau:
- Xet tren tdng the va qua trinh - dac biet la glal doan den 2015, Ha TTnh la mdf trong nhQng dja phuong nang dpng trong phat tnen eae KCN va chao hang thj trudng nham thu hut d^u tu v^o cac KCN, nhat la cac KCN thudc KKT Vung Ang. Do hfi luy tir su cd mdi trudng eua Formosa nam 2016 Clio thay nhCFng "Id" hong" trong cau trOc CHTT/N0T cCia dja phUdng, nghien ciiu nay dupc thuc hien sau hdn 1 nam khac phue su ed, cung cd niem tin N DT, hoi phgc nhip dieu hoat dpng cac KCN va tiep tuc thu hOt dau tu. Vdi bffi eanh do, trong nghien eOu n^y da bd sung mdt sd thang do gan vdi bai hpc dat gia tren, va ket qua "gia tn khaeh hang/NDT" dat dUOe la 2,98 diem - xep loai Trung binh yeu la kiiach quan va phu hop.
- Trong cau triic chien lUde CHTT, thanh phan chidn lUde san pham ludn ddng vi thd tieu diem va quyet dmh. Trong marketing 6\a phUdng, san pham d deiy dUde hieu la mdt DDDT 6 dia phuong va dUde cau thanh tif 4 yeu td cau thanh:
ehi so PCI quy ddi, dd hap dan dia - DT - KD cOa BDDT dja phUdng; UOe dd san sang KCHT trong/ngoal KCN; the che, ehinh sach thu hiit dau tu lap day KCN vdi diem danh gia lan lUdt la:
2,96; 3,04; 2,94; 2,92. Vdl thang do ^6m 18 bien quan sat, eo 9 bien ed diem < 3,0 diem, trong dd d chd" NDT hien hQu va tiem nang khdng chi la cd 5 bien quan sat cd didm < 2,95 - xep loai yeu ktiai^h h a n n m a nrin la AKi trir. iiA ^lAi m A t ^fi MJ7\T An \r,- mi'ir. Afi. nUA* W,an r.Ar\rt n n h i & n h r T i r r l CO Ri
Ngudn: Xtf ly dtf lidu bang SPSS 18.0 rd, bp may marketing dia phUdng hau nhu chua nhan thQe va quan tam tdi vai trd eua cau true chien luoc quan trpng nay trong tong the ehien lupc marketing dia phUdng.
- Vl$c nghien cQu marketing thieu bai ban, he thdng; dmh muc tieu thu hOt dau tu ehua diJa tren van dung eac edng cu phan tieh va du bao mar- keting, nen cd the ndi marketing dja phuong Ha TTnh van con thieu mdt thef ly marketing phii hdp:
"ban" eai NDT muc tieu can ehii khdng phai "ban"
eai dia phUOng cd.
- Mac dil bd may chinh quyen Ha TTnh da cd chien lUde marketing dja phUdng nham thu hut dau tu tuy chua phai dudi dang chinh thilc (Informal Strategy), nhung da dudc the hien kem theo trong eac van ban ph^p quy QLNN (quyet dinh) ve thu hut FDI, DDI va phat tnen KKT KCN tinh glai doan den 2020 tam nhin 2025 - tdc la da cd ehien lupc marketing dia phUdng khdng chinh thdc va ham y, nggm dmh (Informal and Implicated Strategy, tuy nhien tiep e$n chien lUOc nay vSh lay tieu diem la sim pham - dia diem dau tu chiJ ehua dua fren tiep cSn gia tn eung dng N DT, Vi vay cac yeu to de xuat gia trj va dmh v| gia tri vira dam bao khac biet hda, noi trdi va vira co tinh eanh tranh frong eau frOc chien lUde nay con dat tn so thap (2,87 va 2,65 diem) - xep loai yeu.
- Dinh vi gia trj eung dng cho NDT khdng ehi la viee tuyen bd mdt de xuat gia tr; ma ehien lUOc marketing mue tieu lUa chpn eung ilng eho doan fh| trudng muc tieu va thuc thi marketing cd phdn bief fren cae dean thi trudng mue tieu. Net dSe sac eua marl<eting dja phUdng nham thu hut dau tu la khaeh hang ma cdn la ddi tac va vdi mdt sd NDT chil dao eon la ddi tac chidn lupe cua ehij the mar- keting dja phuong. Vi vay, thue hanh CRM va PRM ehinh la mdt thang do eua ehien lUde mar-
dd la: mile dd phat tnen cdng nghi$p hd'trp (2,84 didm), kha nang hap thy va chgp nhan cdng ngh^ mdi, hiSn dgi (2,90 diem); chinh sach khdng danh ddi mdi trudng vdi thu hut dau tu mpi Ihoa hoc .
IhiAfngm^i'
So 111/2017
^ KCKH Tfe' VA ftyJJg
Bang 5; K'^f qud danh gli ehiin Itfdc ehio hang thj trUdng/NDT
STT
1 11 1 1.2 a 2 3 b 4 5 c 6 7 8 d 9 10 1,3 11 12 13 14 1.4 15
16 17 18 II 19
20 21 22 III 23 a b c d e 24 25 25
Cac bien quan sat (MO)
San pham O B e r Ha TTnh
Chi sS canh tranh moi trufing DT - KD d|a phuong Chl s6 PCi guy dfii
Do hap dan d|a DT - KD Til nQuySn
MCfc san co nguon nnuv^n li6u tai dia phuong ChSt luonq khdng khi, nquon nuSc va tai nguyen du 1|ch NQu6n nhin luc
SU san cd NiML kv thuM va quan 1* Irinh dg cao, diat iUdnq cao Mile d6 tfch cue ve thai do va k^ luat cOa nqucii lao dong Till (rudnq
MLIC d5 tanq trudnq kmh te vS thj trufing dja phucnq Kliuynh hucnq chi li§u dau tu c6nq cOa chinh pliii vSo d|a phucng Chi s5 thfli CO thi truflng nganh kmh doanh
Cong nqhiep ho tra va conq nqh?
Mdc do phat tnen cac nqSnh CNHT tai dia phuong MiJc do diap nh§n va hap thy cong nqh? mdi cua d|a phUdng Ket cau ha tang trtrng/nqoSt KCN dia phuong ChSt luong KCHT giac thonq va logistics ChSt iuong KCHT CNTT va tnjven thong (iCT) Chat lUdnq KCHT tai chinh - NHTM, ke toan - kiem to^n ChS luonq KCHT cac KCN v6i he thong thu gom, XLI it chSt thSi diung Th§" che, chinh sach thu hiit dau tu iSp diy KCN
Mile dong bb phap lult va h;§u luc chfing tham nhung trong dau tU - kinh doanh
Mile aa Ihuc hanh khonq danh doi moi truSnq vdi thu hiit dSu tu moi qia Mdc de uu dai va hotro chuyen biSt dCi hSp dSh NDT iSp diy KCN Mdc do uu dai cd tinh kich day chuyen biet vdi dy an dau tu ddng ngSnh CH, dung cdng ngh§ va dung NDT kv vgnq
Gia/phf diu bJ - lanh doanh
Thuc hanh CS gia/phi d i u tu - kinh doanh phii hdp chat lugng, ^ap hon miic T8 quoc qia, Ii6m cSn mile TB khu vue
Chi phi NNL (dao tac, thue mUdn) thap va ohii hop Chi phi xay dung, iSp dSt thigt bi, nha xUdnq thSp vS thuan loi MiJc da minh bach eac khoan pht/l§ phi, loai trii chi phi khdnq chlnh Ihilc Cao trai nqhiSm didi vu va quan ly eong cOa NDT
Ve chat luong dich vu d i u tu - kinh doanh ChisSPapi vdi did} vii cona Dich vu ha tSnq tronq/nqoai hanq vao KCN Dich vu loqistics thi trudna Dich vu tai Mnh - NHTM, ketoan - hem toan Dich vu Quan ly mdi tnicma vdi cac doanh nqhiSp KCN Ve tinh chuyfin nghiep, dong h^nh va phuc vu ciia cac BQL KCN Ve Knh ddno thuan. ^ a n IhiSn, hoo tac cua conq dSnq va nqUdi dan Ve tinh nang d6nq, ii§m dilnh va kiln tao oiia lanh dao chinh guven d(a phuong Tong hyp
Mdc danh gia DTB 2,9S
2,96
3,01 3,07
2,96 3,15
3,14 3,11 3,18
2,84 2,78
2,81 3,01 3,03 2,90
3,05
2,74 2,96 2,96
2,94 2,88
3,04 2,90 2,94 3,02 2,94 2,94 3,02 2,87 3,01 2,86 2,99 3,03 3,12 2,98
BLC
0,597 0,603
0,587 0,618
0,621 0,618 0,625
0,588 0,573
0,581 0,533 0,628 0,591
0,618
0,569 0,573 0,602
0,584
0,617 0,599 0,587
0,577 0,582 0,618 0.565 0,603 0,588 0,596 0,601 0,523 0,612
Ngucin; Xl? 1;^" dO lidu bang SPSS 18.0
gia 2,74 diem, chfnh sach uu dai va kfch day chuyen biet de thu hut dau tu diing nganh cdng nghidp, diing edng nghe va dung NDT ki* vpng (2,94 diem),
- Vdl thanh phan ehien luoc CHTT ve gia DDDT/phi cac dieh vu dau tu - kmh doanh theo myc tieu thu hut diu tu "lap day"
KCN dgt 2,94 diem - xep loai yeu, gdm 4 bien quan sat. Ngoai bien Chi phi NNL ed diem danh gia trung binh (3,04 diem), con lai 3 bien deu < 3,0 diem, trong dd yeu to tinh canh tranh ve gla/phi dau tU - kinh doanh d dja phuong' thap so vdi qude gia va khu vuc, gia/phi xay dyng, lap dat nha xUdng cdn eao va thieu thu$n loi; tinh mmh bach trong niem yet gla/phl/le phi ehua eao, chua thudng xuyen va van tdn tai nhieu chi phi khdng chinii thilc trong lam thij tue dau tu - kinh doanh va quan ly nha nUdc.
- V§ th^nh phan "trai nghigm eiia NDT ve djch vu va quan l^ cdng trong dau tu - kinh doanh" ciia eau true chien lUde CHTT ed ket qua danh gia 3,02 didm - m$e dil xep loai TB nhung so vdi yeu du thi mdc diem nay la chua d^m bao Di sau vao thang do 4 bien quan sat cua thanh phan nay thi' trai nghiem eua NDT ve chat lUOng djch vu dau tu - kinh doanh cdn ed nhieu cam nh$n, an tUdng
"tieu cue", "cim tinh" (2,94 diem), trong 5 nhdm dich vu, cd 3 nhdm dat < 3,0 diem la: chat lupng dtch vu cdng (qua chi so Papi quy ddi; chat luong djch vu
So 111/2017
_khoB hoc
" " g'mai
KIMljaiJgik ttUAS JLt }
logistics thj trudng; chat luong djch vy quan \y mdi trudng cho cac doanh nghiep KCN. Vdi 3 bi^n quan sat ve trai nghiem chft lUdng quan ly' cdng bao gdm cua BQL KCN; edng ehiing va ngudl dan;
lanh dao cd quan dia phUdng cac cap cd diem danh gia lan lupt ia 2,99; 3,03 va 3,12 diem eung eho thay so vdi yeu eau eac chi sd nay cung cdn nhieu khia canh bat cap,
5.5. Vi chs^ iugng kdnh marketing dia phUdng Tdng hop ket qua xti ly dU lieu cau true ehien lUdc nay cho trong bang "
- D3c bi^t 6 bidn quan sat: hi^u suat cac qua trinh marketing dia phuong cdt ldi. Mdt trong 4 yeu td dam bao mdt h# thdng marketing dia phUdng eo hi^u suat cao vdi 5 qua trinh edt Idi thi 4 qua trinh dat < 3,0 diem. Dd la; qua trinh nh$n bift v^ cap nhat thj frUdng/NDT hi$n hQu va tiem nang; qua trinh giQ gin va thu hut khach hang - NDT; qua trinh hi6n fhyc hda chao hang thj trudng mdi; va quS trinh hi§n thyc hda vdn thye hidn cac DADT dudc cap phep.
5.6. Vedien lugc tiuyen thdng va xuc tien dau Bang 6; Ket qui dinh gli chat lugng kdnh marketing dia phUdng ' " ^°p ^^P
tdi NDT muc tidu STT
'
i
a t, c
e
Cac b t l n quan sat
Chat luong va nSng s u ^ kenh OLNN trong t i ^ nh^n Iham d|nh - nSn nhen DA DT
Hieu suSl chuoi cung Ling thuono nciuSn dgn DN NDT
HiSu suai mang loqistics thi t r u a m 6 dis chJOng
Nhan Diet vs cao nha! Ihi Imdna N OT HiSn Ihuc hoB chao hana Ihi Iruona mdi GiOaln va phal Irien khach hanri - dm lac/NBT Hien Ihuc hoa vSn Ihuc hiSn ciia Cac DADT can oh^o Quan li thav dgi. tuna Ml va rui to iSra Mo
Mile danh gia DTB 3.13
3,01 2,96 2,97 2,96 2.96 2.95 2.97 2,98 3,03 3,01
BLC 0,6*1
0,638 0,609 0,615 0,606 0,595 Q,601 0,598 0.613 0,607 0.626
Ngudn: Xtf ly' dtf liiu bang SPSS 18.0 lii bang 6 eo the rOt ra nhan xet' - Kenh marketing dia phuong nham thu hOt dau tu eua Ha TTnh co ban chat la kenh fryc fiep, hien tai dang thi diem kenh true tuyen (online) tuy nhien khac vdi eae kenh phan phdi hang hda trye tiep d cho chu the "ngudi ban" khdng phai la
"mdt" ngudi ban eho "nhieu" ngudi mua ma "ngudi ban" trong kenh mar- keting dja phUdng nay lai phan tan cho nhieu dau mdi 6 nhieu cO quan, nhieu cap eO quan va tac nhan khae
"xil ly" ban nen hieu lye chat lUdng va thdi gian xil ly edn thap va keo dai Diem danh gia tdng hOp ciia cSu triic chidn lUOc nay la 3,01 diem - xep loai Trung binh. Trong boi canh canh tranh ve thdi gian va tdc dd, chat lupng va nang suat ciia eupe each mang 4.0 hidn nay, tn sd dat dupc la chua dam bao yeu eau.
- Trong thang do 5 bien quan sat, ed 2 bien quan sat dat > 3,0 diem, cdn 3 bidn quan sat dgt
Tdng hdp ket qua xCf ly dO lieu dieu tra cau true ehien luoc nay eho trong Bang 7
- Nhu tren da neu, sU eo mdi trudng nam 2016 da delai khdng chi nhOng he luy vdi ngudi dan ven bien Ha TTnh va eac tinh mien Trung khac, ma cdn dSt ra nhOng van de Idn ve quan ly eh§f che, nghiem mmh tae dpng mdi trudng eila cae DADT va fae ddng d^n eac NDT. VI vay, song song vdi va nhat la sau khi glai quyet cd ban sy cdnay, phai gap Bang 7; Kit qui danh gii ehit Itfdng truyin thdng
va xue tiin diu tu hdh hgp STT
1
2 3 4 5
C a c b l i ' n q u a n s a l
XSy di/ng va thuc hanh bai bin t r u y € n t h o n g m a i k e t i n g v€ h i n h tuong D D D T hap d a n s a u khSc p h y c s u c f i moi trudng dgn N D T hiSn hOu tiem n 3 n g
T m v S n t h o n g m a r k e t i n q n Q i b f i v a tdi c^c rang c h u n g , ngudi dSn MUc d § v a n di,ing m a r i t e t n g online trong phfil (hi3c X T D T H H va k6t h o p X T D T vdi X T T M va D L D F
ChSt l u o n g D V K H - N D T I m d c . t r o n n vS s a u D T Thuc hanh phffi t h i l c marketing t o n g luc ( S T V A ) trong thgc hi6n q i a t n c u n g Unq NOT
T A I Q h o p
M l i c danh gia DTB 2.93
3.09 3,06
3.11 2,96
3,04 BLC 0,562
0,596 0,588
0,602 0,591
0,594
Ngudn. Xil If da liiu bang SPSS 1S.0
rCit Chan chlnh lai chien iiicc truyen thdng va XT BT, xay dilng hlnh tupng BODT mdi, dudc nang cap v^ hap dan, thuc hanh bai ban truyen thong marl<etlng hinh tUdrig mdi nay. Neu lann dupc tot dieu nay. H^ TTnh se bien nhOng de dpa thanh cd hdi tiSm tahg de Ihu hut mdt lan song dau tu mdi lap day KCN hien tai va tao tien de phat triSn cac KCN mdi. Vdl thdi gian sau sy co cdn mdi hdn 1
< 3,0 diem la- kenh phan phdi ha ngudn; mang .._ _ . . . . . „
logistics thi trudng va cac qua trlnli marketing dja nam, diem danh gia bift_quan sat nay chi dat 2,98 phudng cdt Idi. diem - loai Trung binh yeu.
khoa hoc ^ ^ 5 ihMg'nial = ^ — — ^ • ^ = ^ — = — ^ So 111/2017
- Trong 4 bidn quan sat ciia eau true chiSn lUOe nay, ghi nhgn nhOng nd" lUc dang kd vi truyen thdng marketing ndi bp tdi cac edng chiing v^
ngudl dan d|a phUdng; thyc hanh kha dong bd djch vu NDT trude, trong va dSc biet la sau DT; eai thien phdi thUe XTDT khi van dung bude dau cae cdng ey marketing online eiing cac edng cu truyin thdng khac vdi ket qua lan lUdt la 3,09; 3,11; 3,06 didm. Nhd nhiing fien bp trong cae yeu tdtren gdp phan tao diem danh gia eau true chien luoc nay dat 3,04 diem - diem eao nhat trong cac cau true ciiien luoc thanh phan.
- Mdt trong 2 han chd cO ban eua chien lupe truyen thdng va XTDTHH tinh Ha TTnh la eho den nay ve ed ban van fhyc hanh viec "ban" cac d|a diem DT chy ehua fhyc hanh phoi
thilc SIVA gdm: giai phap khach hang (Customer Solutions); Thdng tin khach hang (Information); Gia tr] khach hang (Values); Tidp can khach hang (Access). Trong bdi eanh thu hut dau tu noi chung va thu hilt dau tu lap day KCN ndi neng, cac nha marketing XT DT can nghien ciJu va nang cap nhOng thdng diep cd hen quan den cae glai phap khaeh hang hdn la cae d|a diem DT eu the mdi ed the nang cao hieu suat cua cau true ehien lUdc nay.
5.7. Vi phat tiien to dtfc va nang luc chiin iUdc marketing dia phuang
Mdt ehien lupc marketing dia phudng dUde djnh hudng thj trUdng va kfia fhi khi vi chi khi dupe dam bao bdi mdt td ehUe chien luoc phCi hop va dya tren nhQng nang lyc ehien lupc tUdng hop. Tdng hdp ket qua xCi ly dQ lieu danh gia cau true thanh phan nay eua chien luoc marketing dia phuong nham thu hiit dau tu lap day KCN dUOc cho trong bang 8,
TQ bang 8 cho phep rut ra mdt sd nhSn xet sau:
- Dua ra mdt chien lupe la mdt edng vl^e cd the chl can mot nhdm eac chuyen gia, eae nha chien luoc cua bd may chu the market- ing dia phuong, de chien luoc dd ed CO sd th^nh cdng cdn can dUa
trdn mdt td chQc marketing phii hop, vdi nhOng nang lue cot ldi va khae biet xac djnh. Tinh Ha TTnh tQ nhOng nam 2014, 2015 da dan x^y dyng dUde mdt td chQc va nang luc marketing dia phUdng nham thu hut dau tu, nhat la thu hOt FDI chil yeu nham dap iing nhQng nhiem vy marketing d|a phuong trong tQng thdi gian, tham chi ti/ng DA DT cu the
Tuy nhien tren tam chien lUdc marketing dia phUdng trong toan cue va dai han, nhin ehung td Chile va nang liJc chien iuoc marketing dia phUdng ehua dupc nhin nh$n, phan tich, xay dyng va phat tnen phQ hpp, dung nguyen 1^ td ehQc quan ly marketing. Vi vay diem danh gia dat 2,97 didm - xep loai Trung binh yeu.
Bing_8; Ket qui dinh gii to chtfc vi nang Itfc chien luge marketing dia phuang sn
1 a b c d
«
2 a h c
<t f.
3 a b c rl f.
a
4 5
CacbiS^n quan sat
16 ctitic markeling d|a phudng ph j hdp va co nang iUc dam bao cho Ifien khai c h i l n l U ^
Wc dp chlnh tMc, duoc lich hdp cao va kiem scat duac cac chiSc n i n g marketinq dia p/ii/Ono chu vSu cua a) cSu to chiJt markelmq dia phuona Mdc dg IhSng nhSl mdt diu moi, tinh giam va duac phan cap quan ly. ph&n dmh tr^ch nhiim thuc thi cua bo may markelmq dia ohuanq Udc dp disac 'lim ph£ng'dam bao tinh thong sudi cac (hong tin nguoc tH NBT tdi cac CEOs maiketina c6 thim quySn xd ii
Mdc do quan he dieu phS va hap tac cua bd may marketing vdi cac Sd, Ban, Naanh, Doan Jhe dia phddna
Mdc do t6 chdc qua (rinfi phit tnen cac chao hang Ihi fmd/ig mdi cua bg may maiketinq dm ohuona
Uic do phu hop vdh muc liSu, noi dung chien luoc cac nang lUc nguon luc madtetinq col ioi
NNL marifetm dia phuong NqSn quy vi tii tia chiSn luoc madielinq dia phuanq Cdng nqhe vi he thSng thdng tin marketma dia phuanq Tai sin tn Ihdc marketing dia phUOnq Liin minh chiSn lUOc viinq cua marketing dia phuang Udc 66 thuc hanh cunq i l r q c k nSnq IJC marketinq khac biel Tao khic bidt hoa vh ban sk DDDT dia phuong
Dim bio ding dp chSt luong va toe dp vuol trdi trong thuc hanh markelmg tot nhSt
Tn^n khai tSl marlieting ndi bd vi marketing trach nhiem xi hdi Tiin phonq thuc hinh e Govemment vi marketing CSDL ThUc hanh marketinq guan he vdi CPTW XJIv dunq va phal trien lai s i n Ihudtiq hieu DDDT dia phuonq Ki&i tao vi phit Iriln nSnq luc canh tranh marketing donq Thuc hanh lanh dao chien iUdc marketinq dia phUOnq dUa tren qia In va In Ihilc T & i g hdp
Mile danh gia DTB 3,03
3,06
3,02
2,97
3.15
2,95
2,96
2,96 3.01 2,90 2,95 3,00 2,91 2,86 2,83
2,39 2,95 3,02 2,95 2,94 3,01 2,97
DLC 0,622
0,631
0,62S
0,614
0,621
0,619
0,599
0,567 0,606 0,598 0,594 0,611 0,612 0,613 0,606
0,609 0,618 0,621 0,616 0,602 0,628 0,613
Ngudn. XO ly dO lidu bang SPSS 18.0
So 111/2017
.khoa hoc
- Ndi den td chQc la ndi tdi viec xac ISp cd cau, cac quan he ndi tai va ben ngoai, cac quan di^m chinh sach td chQe va eac quy trinh, thu tue td chQc. Vdi 5 ehi sd eua bien quan sat: "Td chile marketing phu hpp va dap Qng mye tieu, npi dung ehien IUdc marketing dia phUdng" eho thay cd 3 chi sd dat mQc > 3 diem, ed 2 ehi sd nhung lai la chi so quan trpng la: mQc dd lam phang to ehQe marketing; mQc dp fd chQc hi#u qua qua trinh phat tridn eae CHTT mdi dat mQe lan lUdt la 2,97 va 2,95 diem. MQc danh gia tong hdp ctia bien quan sat nay la 3,03 diem.
- De dam bao hidu suat thye thi chien ludc eao, eac nang lUc ngudn lye edt ldi phai dam bao eho tdi da hda dp thda dung eho eac hoat ddng, cac qua trinh va eae ehQe nang marketing, d day nhdm nghien cQu sit dyng kh^i ni$m "nang lyc ngudn iUc"
chQ khdng phai la "ngudn lyc"
ndi chung eiia N.B.Khoa [7]
phan anh cac th thQe, ky nang v^ kmh nghiSm de huy ddng, ho tro va quan ly sii dyng eac ngudn lye tu cd hoSc outsourc- ing eua mpt fd chQc. Nghien
cQu cac chuyen gia quan \y marketing d|3 phQdng thu hut dau tu cho thay 5/10 loai nang lye ngudn IUc ma ty le dupc lya chon > 60% la cac nang lUc edf ldi va ket qua danh gia mdc dp dam bao va dap Qng eua 5 nang luc ngudn lye marketing cot ldi dd cho thay cd 2 loai dat > 3,0 diem va 3 loai daf < 3,0 diem, dd la eae nang luc ngudn nhSn luc;
cdng nghe va he thdng fhdng tin; tai san tri thdc marketing dja phuong.
- Theo tiep can eanh tranh fhu hut dau tU, mdt ehien lupc marketing dja phUdng cd tinh canh tranh ngoai vi$c cung ifng eac gia trj, cac quan h$, cdn phai dam bao eung Qng cae nang lUc khac bidt.
Nghien cQu dmh tinh vdl cae ehuyen gia quan ly marketing dja phUdng cijng da chi ra 5/10 loai nang luc marketing khac biet cd tan suat xuat hi$n i 60%
v^ ket qua danh gia mQc thyc hanh cung Qng eac nang lyc dd eho fhly chf cd 1 chi sd dat > 3,0 didm, cdn 4 loai_nang luc kh^e bl$t ehi dat < 3,0 diem.
Dieu dd cung chi ra bd may marketing dja phUdng Ha TTnh cdn chua quan tSm dQng mdc vi§c xSy dung va cung Qng cac nang luc khae bidt va nang cao NLCT marketing eua DDDT dia phUdng,
- Ngoai cae nang lyc cdt loi vi kh^c biet fren, ed 3 logi nang lye dSe biet quan trpng vi nd cd b^n
chat vQa la nang lyc ngudn lyc cot Idi vQa la nang lye khac bi?t ma nhdm nghien cQu gpi la eae nang lye khac bi§t cdt loi, do la: xay dung va phat frien tai san thUdng hi^u DDDT d|a phiiong; NLCT mar- keting ddng va nang lUe lanh dao ehien lUOc mar- keting dja phUdng dya tren gia trj va tri thQe. Ket qua danh gia eho thay 2 loai dau deu dgt < 3,0 didm, nang lye cudi dat 3,01 didm.
5.8. Ve higu suai chien lUdc marketing dia phudng tong the
Kdt qua danh gia bien phu thudc nay dupe tdng hpp trong Bang 9.
Ket qui dinh gii hidu suit ehien luge marketing dia phuang tong thi hidn tai
STT
1 2 3 4 5
C d c bi§h q u a n adt
Mile da Id) idi/ctii phi Ironq QT \5p dsv KCN dia ohuonq Mi3c h^i I6nq v6i quv^t dinh dSu tU ISp (Sy KCN dia phudnq Mile da quyet dinh QT Idu dai tai KCN dia phUanq Mile d6 quv§t dinh mfi r6nq dSu tU tai KCN dia ohUOng Mile 6Q quyet dinh gidi Ihi^u vdi cac NDT khac va thuyet phuc ho 0T vao KCN QF hien lai
TonghtJj)
Mile d ^ h gia DTB 2,98 2,93 2.96 2,88 2,95 2,94
DLC 0,623 0,606 0,619 0,612 O.GOS
0,617
Nguon: Xtf ly dO lidu bang SPSS 18.0
TQ bang 9 cd the rQt ra nh$n xet sau:
- Xet tdng the, chien lUOc marketing dja phUdng nham thu hut dau tu lap day KCN Ha Tfnh hiSn tai cd hidu suat d mQe can yeu 2,94 didm
- Xet ehi tidt 5 bidn quan sat eua bien phu thudc nay cho thay nhin ehung cac NDT ehua that h^i long vdi vl$e DT lap day KCN (2,93 diem), ehua that su cd quyet djnh tiep tye md rong dau fu tgi KCN (2,88 diem). 3 bien quan sat edn lai deu dat mQe Trung binh ydu (xem bang 9).
- Xem xet tri so DLC va v#n dyng quy tae 3#
ciia phan phdi chuan cho phep suy rdng ket qua sau' CO khoang 12-15% NDT (hien hQu va tiem nang) ed cam nh&n tieh cue va danh gia kha, fdf ve hidu suat chien lUOc marketing dia phudng thu hut dau tu va cd du dmh hanh vl dau tU lap day KCN hien tgi. Khoang 50-65% NDT ed danh gia tnjng ISp va 25-30% ia danh gia ttldu suat ehien luoc ygu. De tidp tue thu hQt d i u tu lap day KCN cdp thidt can phat trien va nang eao hi$u suat chien luoc marketing dia phUdng tinh Ha Tfnh de dat duoc mue tidu ehien luoe cQa nd.
5.9. Kiem dinh moi quan h$ va mtfc ddng gdp cua cac cau tuc cftfi^ Itfda ^nh phan^en hjgu suai chiin ludc marketing dia phUdng tong the klioa itoc
thifdng m a i ' So 111/2017
KEBH Til YA ftUAjg j
Hdi quy tuydn tinh bdi thudng dUOc dimg de kiem dmh mdi quan he va mQc dd quan trpng giQa cae bien ddc l§p va bien phu thudc de lu§n giai iy thuyet nhan qua. Ngoai chQc nang la mdt edng ey md ta, nd edn dQpe sii dung de kiem dmh eae gia thuyet va du bao cac tdng the nghien cQu. Nghien cQu nay kiem dmh md hinh hdi quy bdi bao gdm 5 bien dpc l$p va mpt bien phu thude da neu tren, ngoai ra do ydu td san pham - DDDT dia phUdng duoc cau trQc bdi 4 thanh phan nen de thay rd hdn mQc dp ddng gdp eae yeu td thanh phan se nghien cQu md hinh hdi quy bd\ dgng then khai.
Budc 1: Kiem dmh tiign tUOng da edng tuyen Cae chi sd gia trj dung sai, VIF (<10), Ergen Value, ehi so dieu kien (<30) la tieu chuan kiem d|nh. Ket qua kiem dmh eho thay gia frj dung sai ciia 5 bi^n doc ISp dao ddng tQ 0,491 den 0,812 ( » 0 ) , gia tri VIF tQ 1,23 den 2,04 (<10); chi sd dieu kidn tQ 1,00 den 3,86 (<30), dieu dd cd nghTa sy da cpng tuydn la rat thap, khdng la van de del vdi cae bidn trong mo hinh hoi quy cua nghien cQu nay.
Bude 2: Kiem dmh md hinh hdi quy bdi dang chinh tac: Lenh hdi quy tuyen tinh trong ehuong trinh SPSS dUdc sQ dung dd chay phan mem phan tich hdi quy bdi eung kiem dmii phan tich phUdng sai (ANOVA). Tieu chuan kidm d|nh gdm he so xae djnh dieu chinh (R^ dieu chinh); gia tr;
F; he sd p chuan hda, R tQng phan.
ket qua dy bao ciia md hinh hdi quy fuy^n tinh bdi dupc cho trong bang 10:
Bang 10: Kit qui dtf bao eOa md hinh hdi quy bdi
gia trj F va mQc •) nghTa thdng kg cua nd cho thay md hinh hoi quy xay dyng dupe la phQ hpp vdi bd dQ lidu mdi trudng, th[ trudng finh Ha TTnh thu th$p dupe.
- H6 so xae dmh dieu chJnh (R= dieu chinh) cho thay dd tUdng thich cQa md hlnh la 84,2%, nghTa la khoang 84% sy bien thien eua hieu suat ehien lupe marketing dja phuong tdng the dUOc giai fhieh bdi 5 bien ddc ISp tren.
- He sd p chuan hda dao ddng tQ 0,071 den 0,550 vdi p < 0,05, eho thay ca 5 cau trQc CL thanh phan nay deu la chl sd dU bao tot eho hi$u suat CL marketing dja phUdng tdng the, Ket qua md hinh hdi quy bdi cQa nghien cQu nay la:
LMSD = 0.071 STP+ 0,550 MO + 0,075 IMC + 0.073 IPC + 0.216 SOC (1)
- Khai then phUdng trinh (1) d bien MO theo 6 thanh phan: Chi sd PCI quy ddi (MO.C), dd hap dan dia DT - KD (MO.A), dd san sang KCHT trong/ngoal KCN (IVICI); dp hap dan mdi trudng the ehg, chinh sach (MO.lj; dd hap dan gl^/phi DT-KD (MO.F), dd tich cyc cua trai nghiem djch vu va quan ly edng cCia N DT (MO.E). Kdt qua nh$n dUde md hinh hdi quy sau:
LMSD = 0.071 STP + 0.073 MO.C + 0.074 MO.A + ).078 MO.I + 0.105 MO.P + 0,103 MO.F + 0.096 MO.E + 0.076 IMC + 0,073 IPC + 0.094 SO + 0.121 SC (2)
Tif (1) eho thay, ca 5 cau trQc CL thanh phan deu ddng bien vdi hieu suat CL marketing dja phUdng tdng the, trong dd ehia thanh 3 nhdm:
Cac biSh cua m6 hlnh ctifnh &
Bien phi,i thu^c
Hi§u suSl CL marketing dia phUdng tong ti\i (LMSP)
Cac bieh d^c l^p - Chi^n iUi^c marketing mgc lieu (STP)
- ChiS'n iU()c chao hang thj Irudng (MO)
- ChiS'n iUflc kSnh marketing DT (IMC)
- ChiSn lugc truySn Ihong v^ XT DTHH (IPC)
- r6 chile vi, nana lyc Cl (SOC) H 9 s o p - chuan h6a 0,071 0,0550 0,075 0,073 0,216
RtUng phan 0,072 0,557 0,078 0,075 0,218
Giatn T 1,198 8,304"
1.213' 1,206' 4,875"
Milcy nghTa 0,000 0,000 0,000 0,000 0,000 R ' diSu chinh = 0,642; Gia trj F = 96,031", Mile y nghTa cCia F = 0,000
Ghi chu: * Mtfc </ nghTa thong ke p< 0,001;
'* Mtfc y nghia thong kd p< 0,06.
TQ bang 10 cho phep rut ra ket luSn:
- Mo hlnh vdi 5 bidn ddc ISp va mdt bien phy thudc tren cd •^ nghTa fhdng kd 6 mile p < 0,001;
nhdm 1 l a C L C H T T / N D T CO eudng dp tae ddng ldn nhat, tiep den nhdm 2: Td ehQc va nang lye CL mar- keting dja phUdng va nhdm 3 la 3 bien ddc l§p cdn iai lan lUOt la: CL kenh marketing dja phUdng, CL truyen thdng va xQc tien dau tU HH va CL marketing muc tieu.
TQ (2) eho thay, cac yeu to kliai then cd mQe tac ddng chenh lech khdng qua Idn vdi nhau, nhung co mQc dp quan trpng khac nhau tdi hiSu suat CL marketing dja phuong tdng the. Cy the: nhdm 1 cd gia trj quan trpng nh^t la Td ehQc va nang lyc CL marketing dja ptiuong; nhdm 2 gdm 3 ydu to: the ehe, chinh
So 111/2017
-ktioa hoc
"thinmg'mai
LEJ.yAftPMJ-Y
6. I^dt so kal lu#n va danh gia diung hl$u suai CL mariceting d|a phUdng tdng the hi^n tai
6.1. Mtfc ddng gdp cua cac cau true, cac cong cu CL marketing dia phUdng hign tai (xem bing 11)
STT 1 2
^^
21.1 212 2 13 214 22 23 3 4 5 51 52
Cac yeu tSdong gop Markelinq muc tifiu Chao hanq Ihl tmdnq NDT Trona Ca SSn oh^m DE)DT dia chuonq BaoqSm. PCI QUV doi DdhSodSiaia-BT-KD Ket cSu ha ISna ThichS. chlnh sach Gia/phiflT-KD
Trii rghi6m NDT ve dich vuvaquarlvcfinq K&ih markelinq dSu lu TnJven Siflnq va xCic lifin dau tu HH Tdchilcva nam liic CLmarketino dia Dhuono Trang do' 16 chile markeling d|a ph UOng NSnq luc CL markelinq dia phuonq HISu suat chish luac marketing dja phuanq t & n l h S
MDcd6ngg6p s f i luang
0.2128 1,6386 1,0459 0,2168 0,2247 0,2878 0,3066 0,3028 0.2899 0,2257 0,2219 0,6415 0,2843 0,3572 2,94
TJWpt) 7,24 55,73 35,57 7,37 7,64 3,79 10.43 in,30 9,86 7,68 7,55 21,80 9,74 11,06 100.00 sach, gia phf, frai nghiem; nhdm 3 gdm 6 yeu td
lan lupt la: ket cau ha tang; kenh marketing DT, dp hap dah dja DT-KD, Truyen thdng va XTDTHH, chf sd eanti tranh mdi trudng kmh doanh {PCI quy ddi), marketing mue tieu.
5.10. Kiim dinh md hlnh da nhdm
Den day mdt cau hdi dSt Bang 11, Kit qui ddng gdp thuc tecua cie ciu trOc thinh phan ra la, lidu vdl 2 nhdm dap CL marketing dia phuang
vien: NOT FDI va NDT DDI cd cam nh^n khae biet cd y nghTa thong ke vdi md hinh va thang do nghien cQu de xuat khdng? Tra idi cau hoi nay mdt phan tich cau true da nhdm {nhdm 1:
n=152/FDI; nhdm 2:
128/DDl) dupe tien hanh tren moi yeu td va bao gdm kha bien va bat bien tQng phan, trong dd kiem dinh khae biet chi - binh phuong dupe dung de so sanh hai md hinh (kha bien v^ bat bien tQng phan). Neu kiem djnh chi - binh phuong eho
tfiay mi3c khac biSf cOa hai md hlnh la cd;? nghTa thdng ke thi md hinh bat bien tdng phan dupe chpn vi ed b^e ty do cao hdn, nguoc lai - neu khae biet ehi - binh phUOng la cd 'y nghTa thong ke thi md hinh k h i bien dupc chon vi ed dd tUdng thich cao hdn (Dinh Tho va Mai Trang - 2004).
Ket qua AMOS theo 2 nhdm NDT nUdc ngoai va trong nude eho thay:
- Vdl md hinh kha bien: y} = 1094,13; df = 637, p = 0,000; NFI = 0,968; RFI = 0,959; IFl = 0,978;
TLl= 0,961; CFI = 0,978 (>0,9)
- Vdi md hinh bat bien tQng phan: x ' = 1098,72;
df = 640; p = 0,000; NFI = 0,971; RFI = 0,961; IFI
= 0,978; TLI = 0,963; CFI = 0,978 (>0,9) - Gl^ tn khae bidt chl - binh phQdng eua hai md hinh la 4,59 (1098,72 - 1094,13) vdi 3 bSc tQ do (640-637). Nhu vay mdc khac biet eua 2 md hinh nay la khdng cd y nghTa thdng ke (p = 18,6%). Do dd md hinh bat tjien tQng phan dQde chon.
- Kef qua fren cho fhay giOa hai nhdm NDT trong nudc va nUdc ngoai ed chenh lech va khae bi§t nhat dinh ve uu tien lya chpn va mQc d^nh gid vdi mdt sd bien quan sat, tuy nhien nhOng khac bigt nay la khdng ed y nghTa fhong ki. Su khac biet qudc tieh NDT khdng lam thay ddi mdi quan he giLfa eac eau true CL thanh phan vdi hi^u suat CL marketing dia phUdng tdng the.
khoa boc
10 thiAAigm^l ~TQ bang 11 eho phep nit ra ket luan:
- Hau het eae cau trQc chien lUde, eac cdng cy ehien IUdc, cac ydu t d chien lupc marketing dia phUdng deu ehua phat huy he sd tam quan trong va hieu sudt 1^ thuyet eua nd do daf DTB
< 3,0 didm
- Trong thye te, ty Id ddng gdp vao higu suat chien lUde marketing dia phuong tinh Ha TTnh nhu sau:
Theo cau trdc chien iUdc: thQ tU ddng gdp la:
Chien IUdc chao hang thj trudng (55,73%); T6 chQe va nang lyc ehien iQpc (21,80%); Chien IUdc kenh marketing dau tU (7,68%); Chien lupc truygn thdng va xQc tien d^u tU HH (7,55%); Chien lUOc marketing muc tieu (7,24%),
Theo edng cy ehien lUde: thQ tu la: san pham - DDDT dja phUdng (35,57%); Td chQc va n3ng iyc ehien lupe (21,80%); Gia tn d i u tU - kinh doanh (10,30%); Trai nghiem cheft luong drch vu va quan ly edng (9,86%); Kenh marketing dau tU (7,68%);
Truyen thdng va xQc tien dau tu HH (7,55%); mar- keting mue tieu (7,24%),
Theo eac yeu to ehien lUOc ehia lam 2 nhdm:
nhdm 1 la eae ydu td cd ddng gdp ldn lan lupt la:
nang luc chidn lUPc marketing (11,06%); the che, chlnh sach (10,43%); gia/phi dau fu - kinh doanh (10,30%); Trai nghiem chat lUdng djch vu va quan
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LKDBH Ti; vA gpj ly cdng (9,86%); KCHT KCN va XH (9,79%); td
ChQc marketing dja phQdng (9,74%). Nhdm 2 la eac yeu to cd ddng gdp it hdn lan ludt la: kgnh marketing dau tu (7,68%), Do hap dah dia - dau tu - kinh doanh {7,64%), truyen thdng va xuc tien dau tu hang hda (7,55%), PCI quy ddi (7,37%), mar- keting mye tieu (7,24%).
Mot phat hign thQ vj cua nghidn cQu nay la trude day thudng quan niem rang PCI \i yeu td quan trpng nhat eho quydt dmh dau tu cOa nha dau tu. Nghien cQu n^y chi ra cd rat nhieu ydu td con quan trong hdn. Vf du: KCHT KCN va XH cua dia phUdng, gla/phi dau tu - xiy dung, trai nghigm cua NOT hien hQu eung deu cd he sd tae ddng Idn hdn vdi PCI. Trong thue te Ha TTnh, ydu td l=CI ehi xep thQ 10/11 yeu td ddng gdp vao hieu suat chien lupc marketing dja phUdng eua tinh.
6.2. NhOng tiianh cong, diem m^nh chlnh cua chien lUOc marketing dia phUdng Ha TTnh
- Da quan tam va trien khai kha tot vigc phat then mdi trudng the chd, chinh sach thu hQt dau tu vao KCN vdl nhOng dmh che khuyen khich, Uu dai kha hap dah, nhQng cai each hanh chinh va thu tuc dau tu.
- Da ed nd'lye cai thien kenh QLNN vdi cac DADT (fhu fye va quy frinh tinh gian, fhdi gian xQ ly va tra ldi nha dau tu...)
- Da ed nhiing no'lue va hieu qua trong chuan bj san sang KCHT cai thign dja - dau tu va kinh doanh, djch vu NDT qua do tQng bude nang eao dp hap dah san pham DDDT dja phUdng,
- Thye hign truyen thdng marketing va xQc tien dau tu HH ngay cang bai ban, dac bigt hoat ddng , truyen fhdng marketing thdi gian sau sy ed mdi trudng, gdp phan nhanh ehdng dn djnh tu fudng va tinh hinh san xuat- kinh doanh cua eae NDT, edng ehung va ngudi dan dia phUdng ben canh xQ ly nghiem cac sal pham mdi trudng.
- Oa tQng budc hinh thanh va dn djnh cd cau to chdc va van hanh to chQc marketing dja phUdng (mac du van d glal doan phi ehinh thQe), fao co sd trien khai chien luoc marketing dja phUdng nham thu hut dau fu lap dSy KCN tinh.
6.3. NhQng ban che, diem yeu chien lUdc va nguyen nhan
Cd the' tdng hop mdt so han che, didm yeu chlnh cua ehien lupe marketing dja phUdng tinh Ha TTnh hien nay la:
- Chien IUdc marketing dia phuong chua dUde hoach dmh mdt each hg thdng, bai ban, dong bd cac yeu td cau trQc 5 thanh phSn chien iQpe.
So 111/2017
- Chien lupc marketing dja phuong chUa thuc sy djnh hudng thj trudng/NDT mye tieu the hign d cau true ehien luoe marketing mue tieu ehua dUde quan tam, td chQe va hieu suat thap.
- Chien lupe marketing dia phuong chua dya trgn qua trinh cung Qng gia tn cho NDT mye tieu va chua dupc dmh hudng gia tn khach hang rna v^n nang ve xQc tien va ban san pham - dia dlg'm vgt ly (dja vgt ly dgu tu)
- Chien lupe marketing dia phuong chua dUa tren va dUde dam bao bang mdt to chQc marketing dia phuong chlnh thdc, phu hpp va du nang lye ehien lupe dg' thuc thi va phat trie'n chien lupe trong bdi eanh mdi trudng dau tu thudng xuyen thay ddi va bat dmh.
- Nang lye eanh tranh (ca ve ngudn lue, ca ve cac edng cu canh franh, ca ve nang lyc marketing ddng) tren eac binh dien tuyet ddi va tUdng doi frong so sanh vdi nhieu dja phUdng ddi thu deu edn yeu.
NhQng han che tren bat ngudn fQ mdt so nguyen nhan chti yeu sau,
Ve khach quan: vi tri dia tu nhien khdng phdi la frung fam vCing, lai khdng thuoc vQng ddng lyc fang trudng; quy md (dign tich va dan so) khdng ldn, thdi gian tach tinh ehua dai; phat then qua nhanh va nhieu KCN trong khi ngudn eung va kha nang thu hut, hap thy, dau tu ed han.
Ve ctiu quan ed mdt so nguygn nhan ehu yeu sau:
Mdt li, marketing dia phuong nham thu hut dau tu la mdf \y luSn va thuc tien cdn mdi d Viet Nam va Ha TTnh,
Hai la, trong thu hQt d§u tu, dgc bigt thu hQt FDI, lanh dao cd quan tinh chua col marketing dja phuong la mdt ehQe nang quan ly vdl vj the eua mdt chQc nang tieh hop vi vay to chQe va nhan lye quan tn marketing dia phUdng da sola long ghep va kiem nhigm.
Ba la, ve tu duy, tri thQe va thuc hanh market- ing dia phuong nSng ve tae nghiep, ngan han va chua fhyc hanh quan tn chien lupc marketing dja phUdng nhU la fhyc chat eua quan trj marketing dia phuong.
Bd'n la, bd may QLNN tinh ehua hogch djnh dupe mdt chien luoc thu hut dau tu ndi ehung chQ chua ndi den "lap day KCN" ma mdi dQng d mQc
"ehu trUdng, dudng ldi chung" Chua cd chidn lUpe nay thi chien iuoc marketing dia phUdng chua ed myc tieu, dinh hudng va tieu diem ehien lUOc, nghTa la khd ma cd chien lUde marketing dja phUdng hoan chinh va kha thi, bdi chien luoc mar- keting ehi la loai hinh chien lUde ehQc nang phai dUdc tnen khai sau chien lupc kinh te, kmh doanh.
hhoa hoc ^
Nim la, chUa ed mdt ehi dao, hudng dah, djnh keting dja phUdng. Td chQe kiem nhigm thQ 2 la To hudng cCia NNTW, chua ed ehien lupe marketing d$c nhigm marketing do Phd ban thudng tryc l^m qudc gia nham thu hQt dau tu ndi ehung va d3e To trudng, th^nh vign la cae chuygn vidn bgc eao, bigt la thu hQt FDI. cd uy tin dai dien cac Sd, Ban, Nganh ed chQc 7. Mpt sdgiai phap hoan thi^n chien IUdc mar- nang quan trj xung ddt, thay ddi v^ ddi mdi mar- keting dia phUdng nham thu hiit dau tu lap day keting dja phuong. T 6 ehQe chuygn trach do Ph6 KCN Ha TTnh giai doan tdi
NhQng dy bao chuyen gia eho thay, vdi xu hudng thye hgnh chinh phQ dong hanh, kien tao va phuc vu; nhQng phat trien mdi ve mdi trudng kinh td vT md, nhQng cai thien ve hinh anh Vigt Nam tren trudng qude te; nhQng xu the djch chuyen cae ddng dau tU quoc te; nhQng eai thien mdi trudng the' ehe, ehinh sach dau tU - kinh doanh sau sy eo mdi trudng cCia Ha Tfnh se tao ra nhQng cO hpi hap dah eho Ha TTnh chudn bj ddn nhan lan sdng dau tu mdi vdl DDDT DF cua tinh.
Xuat phat tQ nguyen ly chien lupe, thuc trgng va nguyen nhan han ehe chien lupe, nhOng xu hudng va dy bao b'dn, can cQ vao kha nang, nang iyc, dieu kien thue hign cua Ha TTnh, nhdm nghien cQu dQa ra mdt sd glal phap chCi yeu sau:
TnJdc hit ia phai uu tign va tgp trung xgy dung va phat trien to ehQe marketing dm phUdng thu hdt dau tu ca FDI va DDI mdt each ehinh thQe ket hop ehuyen trach vg ban ehuyen trach dudi dang: mar- keting dja phuong thu hut dau tu phat trien CN, TM, DL (xem hlnh 2) tryc thudc van phdng UBND tinh do mot phd ehu tich phu trach kinh te lam Trudng ban; Phd trudng ban thudng trUc la Phd Giam ddc sd KH - DT phu traeh thu hQt dau tu vg phat then KCN tinh; 3 phd
chii tich ia PGD Sd Cdng Thuong; Tai nguygn - Mdi trudng va met Phd ban chuygn traeh. Cd eau to ChQc cua Ban gdm: 2 eau trQc: To ehQe kiem nhidm:
Hdi ddng quan fr| market- ing dja phUdng tinh do trudng ban va Phd trudng ban thudng tryc la Chu tjch va phd chu tich hdi ddng - uy vien hgi ddng gdm Phd giam ddc cae Sd, Ban, Nganh, Doan the', chu tjch UBND eac huygn ed KCN, Ban QL cac KCN KKT Thu k^ Hpi dong la Thu ki' tong hdp
cua Ban cd chQc nang (Ngudn: Tic gia)
quan tri ehien lupe mar-Hlnh 2; Md hinh tochOe marketing dia phudng tinh Hi TTnh (dexuat)
khoa hoc _ _ ^ _ ^ _ _ ^ ^ = ^ _ ^ _ _ ^ 12 ihiftrng'mar
ban ehuyen trach dieu hanh gdm 3 phdng/td:
(1) Quan ly ke hoach va truyen thdng market- ing dja phUdng cd nhiem vy: to ehQe nghign ciiu va phan ti'ch tinh the, xay dyng eac cd sd dQ lieu va HTTT marketing dia phuong; quan ly ke hoact) marketing thudng nien; quan iy truyen thdng mar- keting fieh hpp va kiem tra, kie'm sogf marketing dia phuong.
(2) Quan 1^ va phat thdn Chao hgng th] trudng Nhg dau tu cd nhigm vy: danh gia va trien khai cac Chuong trinh cai thign CHTT: Quan t^ va phat trien san pham DDDT dja phUOng vdi cgc K, CCN dja phuong; qudn \^ va phat thdn gia/phi dau tU - kmh doanh; QuSn iv" va cai thign trai nghiem NDT; xay dyng va phat trien thUdng hieu DDDT va hlnh tuong thUdng hieu dia phUdng; phat then cac CHTT mdi.
(3) Quan \^ tac nghigp marketing dia phUdng ed nhiem vu: quan l^' eac kgnh, eac qua trinh mar- keting dja phUdng edt Idi; quan ly cac chUdng trinh, xQc tien dau tu hang hda, phat fridn vgn dung marketing dja phUdng online, quan l^* "ban"
theo md thQe SIVA (Glai phap - Thdng tin - Gia tr(
- Tiep can khach hang); va Quan \^ quart hg khach hang/ddi tae va djch vu NDT.
Hai li, trong hign tai van chiia qua khdi anh Tnranii ban marketing d],i phirmig
Pli6cliiil|diTiiih
Ciic plio truong ban kiem iihi^in
i lpi (loni; quan Iri inarkciui;! d]a iihiraiiu
I'lui bail clui; eii tr.idi
J:
To djc nlii?in iiiarkeliiit; (t|a pluraiig
PQuanKke iiofich va Iniysii ihong
markelitiji (tia iihuang
jiliul tnen
P Quan ly tac iij^i^p maikcting (tjn pliirong (hu liut dau Iu |]lia( trien
cong nghiep
P O'lan K luc ni^iep inarkelin!;
(tia phirini): phat Irijn TM, DL
So 111/2017
-^KugH Tfe' vA ftuAy L Y J
hudng cua^su eo mdi trudng (2016), ddng thdi eung la trie'n khai nguyen tac ehi dao cQa ehinh phu va tinh uy Ha TTnh ve vigc "tiien nguy cO flianh cd hdi", giai phgp cap thief ed tfnh dot pha la cai thien va cung Qng CHTT mdi ddng bd va cd gia tri cao hdn de chuan bi tdt nhat ddn lan sdng FDI mdi, Mdt sd giai phap tap trung vao nang cap cae yeu t d cdn yeu va TB yeu eua eau true chien lupe thanh phan nay
ThQ nhat, nang cap chat lUOng, dd hdp dah va nang luc canh tranh san pham - DDDT eua tinh.
Cae bign phap cy the theo thQ tu quan trpng.
- Tie^ fye tap trung va ed dmh che ddt pha trong the cfie, cliinh sgch thu hQt dau fU "lap day"
KCN dia phuong bao gdm: phat trien ehfnh sach Uu dai va hd'trd chuydn biet va du hap dan NOT mdi va NOT hien hQu md rdng dau tu de "lap day"
KCN hien tai; phat then chinh saeh Uu dai cd tinh kieh day chuyen biet eho eac NOT vdi DADT dQng nganh, diing cdng nghg, diing chat lU(3ng NOT ma dja phUdng ky vpng; ra scat va hoan ttiien the che, chinh sach de dam bao nguygn tac' klidng danh ddlmdi trudng vdi thu hdt dau tu mpi gia - bai hpe nhan tien eua Ha Tfnh.
- Nang cao chat luong va tinh sen sang KCHT frang dd dae biei quan tam tdi hg thong tfiu gom va xil \y rac tha chS thai ehung eiia KCN; xay duhg va nang e ^ hg ttidng logistics thj trudng dia dia phUdng.
- Cai thien dp hap dan dja - dau tu va kinh doanh bao gdm: thu hdt NNL k? thuat va quan 1]/
chat lUdng cao; khuyen khich NDT tu nhan, D N N W phat then cdng nghidp hd'trd; nang cao nang lyc chap nhan va hap tfiu cdng nghe mdi, hien dai cda dia ptiuong.
- Cai thign hdn nOa cac chi so PCI va Papi cua tinh ThQ hai, tai cau true va ddi mdi tu duy, phuong phap dmh gia/phi dya tren gia tri va thue hanh gia/phi dUa tren dudng cong kinh nghigm va ed tinh eanh tranh theo ehuan ddi sanh. Cy the:
- Ddi mdi phUdng phap dmh gia/phi theo nguyen \)/ markups song djnh gli theo margins.
- Thyc hanh CS gi^/pfil phu hop chat lUdng, thap hdn mQc gia/phi trung binh eua vung va quoc gia, fiem cgn mQe TB ctia khu vUe. Oleu nay dam bao sQc eanh tranh gia/phi cua dia phUdng.
- Phat trig'n cdng nghigp va thudng mai v§t ligu xay dung va djch vy xay lap daf frinh dd va chat lupng khu vuc va qudc te de dam bao cfil phi xay dyng, lap dSt thief bj nha xudng chap nhgn cd tinh eanh tranh, nhanh va thuan ldi ehc NOT.
- Thyc hanh nghiem niem yet gia/phi, loai tn^
cae chi phi khdng chinh fhQc va gay Qe ehe, bdt man vdi NDT.
86111/2017
ThQ ba, trong nghe thu0t va khoa hpe maketing, ngudl ta khdng ehi chao hang va chao gia ma edn CHTT cac trat nghiem DTKD cQa NDT hien hQu vg frong nghidn cQu nay eung ehi ra qua md hinh hdi quy bdi eac yeu td chien luoc: he so hdi quy ehuan hda eua yeu to nay edn Idn hdn/quan trpng hOn so vdl yeu to KCHT KCN, kenh marketing va xiic tidn dau fu hang hda, dieu dd ed nghTa, Igm tang yeu to nay Ign 1 diem se ddng gdp vao hieu suat ehien lUdc tdng the hdn la eae yeu to quan trpng neu tren, dieu dd cung cd nghTa cQ 1 nha dau tu cd trai nghiem hai Idng se ndi dieu dd eho 3 NOT khae, nhung ndu khdng hai Idng se ndi cho 11 NOT khac va cQ the lan truygn theo cgp so nhgn [8]. De tao nen mdt trai nghigm tich cyc can quan tam tnen khai cap bach 2 nlidm bign phap sau:
- Cai thien va nang eao eh^t IUpng d|eh vy cd lien quan den ddu tu - kinh doanh cQa NOT, dd la 5 nhdm djch vy ehinh yeu lan lupt la: dich vu quan tjf mdi trudng (giam djnh, eanh bao sdm...) cho eae DN KCN; DV logistics thj trudng; ehi so Papi, dieh vy ngoai hang rao KCN va nang cap dat trinh dp khu vuc vdi d|eh vu ha tang KCN, d|eh vy fai etiinh - ngan hang.
- Nang cao chat lupng quan ly edng theo thQ fy quan trpng gdm: ctiat lupng vd tinh chuyen nghigp, ddng hanh va phuc vu cua cdng tac quan ly d eae BQL KCN; chat lUdng quan he ve tinh ddng thugn, than thien va hpp tae eua eac cdng ddng doanh nghiep va ngudi dan dia phuong vdi cac NDT.
Thii tu, eung vdi nang cap cac ydu td CHTT, bd may marketing dja phUdng can fhg'n khai ddng thdi va ddng bd viee xay dung va phat then tai san thuong hieu DDDT dja phUdng va hinh fupng dia phUdng dua tren khach hang/NOT bao gdm gia tn nhan bidt thUdng hieu; gia trj higu suat va chat lupng thUPng hieu, gia trj chdc nang thUdng hieu;
gia tn hinh anh thUdng higu; gia tn danh tieng va ldng trung fhanh thUdng hieu.
ThQ nam, tren cd sd cai thien va ngng cap lien tue, trong eac chu ky chien lUdc xac djnh can cung Qng nhQng CHTT mdi vdi gia frj eung dng NOT myc tieu cao, khae bigt, khd bat chudc va duy nhat [10]
Ba la, mdt giai phap cung cd Unh ddt pha quan trpng vdi bp mgy quan li' marketing dja phuong la nang cap trinh dd va chat lUdng cua NNL market- ing dja phUdng bang each; dao tao cd ban va tdng bude dgo tao ngng eao bang eae ehuong trinh dgo fao, giang vign phQ hcjp, chdt lUdng cho cae nhdm nhan lyc: cac CEOs, eac uy vien HDQT market- ing, c^e nha quan tn bgc frung; cSe quan frj vign marketing dja phUdng c6 lien quan, CQ dl hpc tgp
ihoo liiic ^
" • — n i a i ,3
cac dja phUdng tUOng ddng va ed thanh tyu trong thye hanh tdt nhat marketing dja phUdng; td^chQc cac mdi trudng/bdi canh dUde ehia se "de vgn hanh qua trinh kien tao tn thQe marketing dia phuong. Day cung la mdt yeu to tao khae biet hda chien luoc marketing dm phUdng, mpt tien de eho thuc hanh nang luc cgnh tranh marketing dpng eua dja phuong.
Bon la, giai phap vQa can ban vda cap thiet \i bd may quan tn marketing dia phUOng cap cao (Top management) can thief lgp khung khd. Id trinti de cung Qng eac nang iUe chien tuoc marketing d|a phUdng vQa phQ hop, vCla cd gia tn cao, vQa khd bat chQdc, VLta dam bao nang lye ngudn lyc chien lupe marketing cot ldi, vQa fhyc hanh va tao dp nhan trong cung Qng cac nang lyc chidn luoc marketing khac bigt, vQa xay dyng va phat huy cac nang lyc marketing khac biet edt Idi. Cu the: vdi nang lyc ngudn lUe cot loi can tap trung nang cap, trude het NNL marketing nhU neu trdn, bgn eanh do la cgc nang lyc edng nghe va MIS va nang lUe fai san fri thQe marketing; vdi nang lyc khac bigt va cdt ldi khac-bigt can tgp trung khai thac eae yeu to khgc bigt hda va ban sac san pha'm - DDDT; thue hanh marketing tot nhat ve chat lupng va tdc dd, lam tot marketing npi bp va traeh nhiem xa hdi, tien phong trong thuc hanh chinh phu dien fd va marketing d|a phuong dien tQ,
Nam la, trong bdi canh each manh cdng nghiep 4 0; dja phuong nao nam dUdc va di trudc trong thuc lianh marketing co sd dQ lieu (Database Marketing) se tao loi the eanh tranh dah dao b i n vOng. Marketing ed sd dd ligu la qua trinh xay dyng, bao dam va sQ dyng eae ed sd dQ ligu khach hang/NOT va cac co sd dO hgu khae {san pham, nganh kinh doanh, nhg cung Qng, nha ban Ig^
cdng nghe) cho myc dich tiep xuc va giao djch. d day CO sd dQ lieu khaeh hang/NDT ia mdt tap hop dupe td ChQc cae dQ hgu tong hpp ve tQng khaeh hang/NDT hien hOu va tiem nang ed xu hudng, ed kha nang tiep cgn va dap lgi ddi vdi nhQng mye dich marketing nhu tao dpng lyc, va kha nang trd fhanh khach hang, ban sac san pham va d|ch vy hoae thiep Igp cae quan he khach hang/NDT. Mpt CO sd dQ iigu khach hang/NDT dupe phat then tdt la mdt fai san ddc quyen cd the mang lgi nhQng Ipi the cgnh tranh duy nhat che dja phuong trong thu hut dau tu. Duoc trang bi vdi eae thdng tin trong eO sd dO lieu cua nd, mdt dia phUdng cd the dat tdi dd chinh xac thi trudng myc tieu cao hon nhieu so vdi marketing hang loat, marketing phan doan ho5e marketing nep gdc cd the' thuc hien Dia phuorig cd the' nhan dien nhQng nhdm kfiach hang/NDT
khoi hoc = ^ ^ 14 thinAigmal
nhd chap nhgn tot hon nhOng chgc hang va truyin thdng marketing. Dau tu cd the thyc hanh market- ing CO sd dQ lieu bang 4 each: nhgn dien eac NBT tiem nang, Quyet djnh nhQng NDT nao ndn nhgn mdt chao hang fhi trUdng eu the, lam sgu sac lam trung fhanh khaeh hang/NOT; khach hang hoa eac du dmh va quyet djnh hanh vi dau tu cua nha dau tu. Nhieu chuygn gia hang dau ve quan trj thong tin marketing da du bao rang phgn tich thong tin marketing se la mdt nghe hap dan, "hot" va cd thu nhap cao trong hien tai va trie'n vpng bdi market- ing cd sd dO lieu dang la mdt xu the nd'i trdi. Vi vgy neu HT chap nhgn sdm va di tien phong trong ITnh vyc nay ia mdt giai phap chidn lupc ddc dao, hieu qua va ben vQng.
Siu li, hoan thien cac yeu td chien lupc kenh marketing va xue tien dau tu hang hda tao tien de nang eao hieu qua va hieu nang quan frj marketing ehien thugt va tae nghiep. Vdl 2 cau trQc chien ItlQc nay can tgp trung mot sd giai phap cu the sau:
ThQ nhat, kien toan kenh OLNf^J ve DADT dang nhap, trpng dd chQ trpng khau tham djnh tien kha thi va kha thi cac tac ddng mdi trudng eua dy an, song hanh vdi ngng eao ky nang ehuyen mdn cua dgi ngu tham djnh DADT va nang cap nang luc he thdng giam sat, kiem djnh, canh bao sdm tac dflng gay nguy hgi mdi tnjdng va thuc hanh nghiem vile ket ndi hg thdng xa thai tdng DN KCN vdi he thong xQ iy mdi trudng ehung eua KCN va ngoai KCN.
ThQ hai, tap trung nang cap chat lUdng va nang suaf 5 qua trinh marketing dja phUdng cot ldi ma dia phuong hoSc chua quan tam, hoac coi nh?.
Bao gdm: nhan biet va cgp nhgt thi trudng NDT;
giQ gin va thu hQt dung khach hang/NDT mdi; phat tridn va hien thuc hda CHTT mdi; hign thyc hoa vdn dang ky eac DA DT; quan tri xung dot, rui ro, fhay ddi.
ThQ ba, ehuyen phUdng phap "ban" dia diem dau tu vgt ly hign tai thanh phUdng thQe "ban" gdi marketing tdng lUc la: glai ptiap NDT; thong tin eho NDT, gia trj khaeh hang/NDT (chien luoe DDBT gia/phi, djcti vu); sy de'dang tiep cgn eho NOT eiJa md fhQc SIVA.
Bay la, ben eanh nang cap fhyc iyc ma khdng phai mdt fhdi gian ngan ed the' eai thign va nang cap, trong bdi canh thi trudng eanh tranh fhu hOt dau tu, Ha TTnh can Uu tien dau tu nang cao nang luc egnh tranh marketing ddng vQa la giai phap tinh the, vda mang tinh can ed bdi NLCT market- ing dpng la loai nang lyc khd bat chudc nhaf m^
mang lai hieu iQc canh tranh nhanh va hieu qua nhat. 6 day NLCT marketing ddng la tep cae nSng luc marketing sQ dung cac kha nang "sdm, nhanh
36 111/2017
"TOUE^
va bat ngd" trudc nhOng thay del eua mdi trudng va thj trudng. Nghien eiiu nay phat then md hlnh cua chien lUde Wang va dUa ra 4 yeu td cau thanh NLCT marketing ddng can xgy dung va phat trien gdm: nang lye nhgn biet va tien lUdng; nang lUc thieh nghi; nang lye hap thu va kien tao tri thQe, nang lUc ddi mdi va sang tao.
8. Ket lu$n:
Islghien cQu chien lUdc marf<eting dja phUdng nham thu hQt dau tu lap day eae KCN khdng chi cd y nghTa ddng gdp va phat then ly luan quan fn mar- keting ndi ehung, khdng ehi co y nghTa thyc te vdl tinh Ha TTnh ma cdn cd gia fri thye tieh tham khio tdt cho cac dia phUdng khae. Nghign cdu nay tren ed sd he thong hda \y luan va bang edng cy kiem dmh yeu td kham pha va xac dinh da xay dyng dUcJe mdt md hinh va bp thang do thye te cd y nghTa thdng kg va phu hdp vdi bp dQ lieu mdi trudng va th|
trudng Ha TTnh. Van dyng md hinh va bp thang do higu suat chien lupc marketing dja phUdng nay da danh gia thdng kg md ta thuc trang eac yeu to eau true chien lUde, md hinh hdi quy bdi giOa cac yeu td cau true chien lupe vdl hieu suat cfilen lupc tdng thd va rut ra cac phat hien, kef luan va danh gia ehung eung nhgn dgng cae nguyen nhan han che tQ cgc yeu td anh hQdng. TQ dd da dUa ra 7 nhdm giai phap ed tinh cap thidt, dot pha de hoan thign chien lupc marketing dja phUdng nham thu hQt dau tu lap day KCN tinh Ha TTnh thdi gian tdi.
Trong tnen vpng, neu cd dieu kign md rdng hdn quy md, cO cau va tinh dgi dien maLi, md rdng dja ban nghien ciiu va hoan thien hdn nQa bd thang do thi cac ket qua va ket luan nghien edu se thuyet phue hdn.*-
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doanh dua trdn gia tn va tri thtfc cho cie doanh nghidp Vidt Nam, Tgp chi KHTM, thang 6/2016.
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h t t p : / / s o c o n g t h u o n g h t g o v . v n ; http://dipi h atl n h .gov, vn.
Summary
With the structural approach of to local market- ing strategy for investment attraction to fill the industrial regions, the paper proposes, tests and established the real research model and its metrlx including 5 such in dependent variables as S.TP marketing, market offehngs; marketing ehanels, IMC and investment promotion mix and strategic organization and capabilities, and the dependent variable as the total local marketing strategic per- formance. Applying this model then the paper esti- mates actual situation ofthe local marketing strat- egy of HaTinh province and propose some main solutions and inplicatlons for developing the strat- egy in coming years in HaTinh.
So 111/2017
_khoa hoc 'thinhig'm^i
