PHAT TRIEN THlJCfNG HIEU BEN VtfNG CHO SAN PHAM TOI PHAN RANG TRONG BOI CANH HOI NHAP QUOC TE
• NGUYEN TH! HA GIANG
TOM TAT:
Bai vie't phan tich mdt each cd be thd'ng va eu the nhffng hieu bid't va nhan tbffc ciia ngffdi ndng dSn (ngffdi trdng tdi), ngffdi tidu dung ve tbffdng hieu tdi Phan Rang va nhffng yd'u td' mdi trffdng ben trong va bdn ngoai anh hffdng dd'n phat trien tbffdng bidu tdi Phan Rang, de tim ra giSi phap cbo vide phdt ttien tbffdng bidu tdi Phan Rang ben vffng ttong thdi ky hdi nhap.
Tuf khoa: Tbffdng hidu, phat trid'n tbffdng hidu, toi Phan Rang.
1. Dat v3'n dd
Hdi nhap qud'c te' da va dang md ra nhieu cd bdi cbo ndng san Viet Nam kbi hang rao thue' quan dffdc dd bd, nhffng dd cung chinb la thach tbffc Idn dd'i vdi ndng san Vidt Nam khi pbai canh tranh khd'c lidt vdi san pham cung loai eua nu'dc ngoai khdng chi tren tbi trffdng qud'c td' ma ngay ca d chinh tai da't nffdc ciia minh. Vi vay, vide xay dffng va phat trien tbffdng bidu, tao sffc canh tranh cho ndng san Viet Nam ndi ehung va cbo toi Phan Rang ndi rieng la va'n de khdng ehi giai quyd't trong ngan han ma can dau tff trong dai ban.
Nhan bie't dffdc tam quan trong cua vide xay dffng va phat trien thifdng hieu, Hdi Ndng dan tmh Ninh Thuan da nop hd sd dang ky bao bd nhan hieu tap the cbo san pham "tdi Phan Rang" va dii dffdc Cue Sd hffu iri tue cap van bang bao hd nhan hieu tap the Quye't dinh so' 51716/QD-SHTT ngay 19/9/2013 v/v ca'p gia'y
chffng nhan dang ky nhan hieu cho san pham
"tdi Phan Rang". Ben canh do tbi cac nghien effu ve phat trien tbffdng bidu ben vffng rieng cbo san pham toi Phan Rang trong bd'i canh hoi nhap qudc te'la c^n thid't va gdp phan phat tridn kinh te' tinh Ninh Thuan.
2. Phffdng phap nghien ctfu
2.1. Phif(fng phdp dieu tra, thu thap sd'lieu Sff dung sd' lieu thff ca'p tff cae ngudn: Bao cao, nghidn effu cd lien quan dd'n tinh binh hoat ddng san xua't, kinh doanh vd tdi, tdi Phan Rang.
So' lieu sd ca'p: So' lidu sd cap dffdc dieu tra, phdng va'n cac ddi tffdng la ngffdi san xua't, ngffdi kinb doanb, ngffdi tieu dung va cae chuydn gia am hieu ve ITnb vffc tdi trdn dia ban tinh Ninh Thuan. Cac thdng tin tbu thap dffa theo ban phong van. Ban phdng va'n dffdc soan thao va 13'y ^ kid'n tff cac nha nghien effu cd kinh nghiem trffde khi tid'n hanh. Dieu tra theo phffdng phap phdng va'n trffc tie'p cae dd'i tffdng. Do dieu kien ihdi gian va
82 So 2 2 - T h o n g 12/2019
KINH TE
kinb phi ban hep, de tai ap dung phffdng phap chpn mlu nglu nhien thuan den. Cac suy luan thd'ng ke tff phffdng phap nay ed gia tri dd'i vdi muc tidu nghien effu ciia de tai trdn ddi tu'dng nghidn effu duy nha't la san pham tdi Phan Rang.
So lieu sd cap dffdc tbu thap bang each tien hanh dieu tra mot each nglu nhidn thuan tien ngffdi ndng dan, ngffdi tieu dung, chuydn gia.
Sd' Iffdng dii kid'n phdng va'n la 300 mSu du'dc tinh theo cdng thffc:
e^
Trong dd:
n = la cd mau
z = gia tti phan pbdi tffdng ffng vdi dp tin cay Iffa chpn (ne'u dp ttn cSy 95% tbi gia tri z la 1,96...)
p = la ffdc tinb ty Id % cua tdng the q = 1-p: Ty Id p va q difdc ffdc tinh 50%/50% dd la kha nang Idn nha't cd the xay ra ciia tdng the.
e = sai so' cho phep (+-5%)
Sd'lieu mSu phdng va'n dffdc phan phdi nhu'sau:
Khach bang: 150 mSu Ngu'di san xuat: 50 mSu Doanb nghidp, hd kinh doanh tdi: 80 mlu Cac chuyen gia: 20 mSu - Sd' lieu thff ca'p: Nien giam thd'ng ke, sach bao, tap cbi cd lien quan chu de nghien effu.
2.2. Phi^fngphdp tong htfp va xilly sdlieu Phffdng phap phan td dffdc sff dung de he thd'ng hda va tong hdp tai lidu dieu tra theo c^c lieu tbffc khac nhau nham phuc vu cbo muc dich nghidn effu.
Ta'tca cac sd'lieu dieu tra dffdcxffly, tinh toan trdn may tinh theo phan mem EXCEL,...
3. Kd't qua nghidn ctfu va thao luan 3.1. Dgng li^c thuc ddy mua hdng Qua dieu tra, thu thap thdng tin bang phu'dng phap dieu tra bang hdi va phdng va'n chuydn sau.
Kd't qua danh gia cac yd'u to' tac ddng de'n quyd't dinb mua bang eiia 100 ngffdi tidu diing dd'i vdi san pham tdi Phan Rang nhff Bang I.
Trong cac tieu chi anh hffdng de'n quye't djnh mua hang eua ngffdi tidu dung dd'i vdi san pham tdi Phan Rang thi yd'u to' mui vi la dac thii eua san pha'm, kd' tid'p la cac yd'u td' cha't Iffdng san pham va uy tin cua san pham, do do, vide khach hang da
Bang 1. Ddnh gia cac ye'u to anh hi/dng den quyet djnh mua toi cua khdch hang
STT Cac yeu to
1 ' Thoi quen tieu dung 2
3
4
5
Gia ca san pham Mui VI dac tilu cua san ptiam Ciiat luong va uy tin cua san piiam Gi6i ttiieu cua ngudi ban
Miicd(l(%) 22 48
85
83
30 Ngudn: Dua trin kit qud diiu tra
bid't nbieu de'n san pham tdi mdt loai san pham ndng nghiep dac thu ciia Ninh ThuSn la dieu kien thuan Idi de xay dffng phat trien tbffdng hieu.
Qua dieu tra bang cau hdi dd'i 150 khach bang kbi ebon mua cac loai tdi thi so'lu'dng khach bang nhff Bang 2.
Bang 2. Ty le chon mua tot cua khdch hdng
Loai toi TOI Piian Rang Toi Ly Son Toi Thai Lan Toi Trung Quoc Khac
Tong
Ktiach tiang ction mua 66 18 20 30 16 ISO
Tyl§ % 44 12 13,3
20 10,7 100 Nguon: Dua tren kel qud dieu tra
Dieu nay cho tha'y tdi Phan Rang da va dang chiem dffdc Idng tin eiia khach hang kbi chpn mua tdi.
Cd Iy do 4 loai tdi dffdc sff dung nhieu nha't la:
Dd'i vdi toi Phan Rang va tdi Ly Sdn la do mui vi, cdn 30% khach bang chon tdi Thai Lan va Trung Qud'c la do gia ca tha'p, hoac la do ngffdi ban gidi thidu.
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Ngoai ra, khdcli hang danh gia cao cliat Ivlclng, hang diTiJc dieu tra y kie'n deu da tirng sil dung tinh nang, cong diing ctia toi Phan Rang, nhiTng toi Phan Rang va se tiS'p tuc si dung toi Phan chKa hai long ve gia ca, bao bi cung nhU cac sdn Rang, Co 97,5% Idiach hang nhan biet toi Phan pham che bien tirtoi Phan Rang, (Bang 3), Rang qua hinh dang, rnCii vi, so con lai nhan bie't
Bang 3, Danh gid ve toi Phan Rang
STT
1
2
3
4
5
Tleuchf
Cac SP che bien tCi toi Phan Rang da dang, nhieu tinh nang, tien ich IvlLic gia phii hop Toi Phan Rang co nhieu tien ich, tinh nang Chat iuong toi Phan Rang Bao bi dong gdi dep, thuan li^n, giup bao quan san pham
Tyl$ % danh gia Rat khong tot
10,0%
7,5%
0,0%
0,0%
0,0%
Khong tft
50,0%
10,0%
0,0%
0,0%
10,0%
Binh thuong
27,6%
50,0%
0,0%
0,0%
55,0%
Tot
7,5%
27,5%
15,0%
20,0%
32,5%
Rat tot
5,0%
5,0%
85,0%
80,0%
2,5%
Nguon: Dua tren ke't qua dieu tra
3.2. Nh^n didn tbffdng hidu toi Phan Rang
Nhan dien qua logo vd khdu hi$u 100% khach hang du'dc phdng v2'n deu nhan dien dffdc logo va khau hidu ciia tdi Phan Rang - "Hffdng vi cua nang va gid". D3y cd the dffdc xem la thanh cdng Idn trong vide xay dffng tbffdng bieu tdi Phan Rang, nd mang hinh anh dac Iri/ng cua tinb Ninb Thuan, khdng nhffng giiip khach hang nhd de'n tdi Phan Rang ma cdn nhd dac trifng rieng ve mien da't day nSng va gid nay.
Quang bd thiMng hieu
De danh gia du'dc thffc trang viec quang ba tbffdng hidu tdi Phan Rang, chiing tdi tie'n hanh dieu tra y kid'n cae dd'i tffdng ve ngudn thdng tin de ed cac giai phap quang ba tbffdng hidu mdt each hieu qua nha't. 100% sd' khach
Hinh 1: Logo toi Phan Rang
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KINH TE
tdi Phan Rang qua nhan bieu, slogant. Tuy nhidn cdn mot so' ban khoan vi trong thiic te, toi Phan Rang, tdi Kbanh Hda va tdi Thai Lan ed binh dang gan gid'ng nhau nen rat dd gay nham ISn cbo khach hang kbi chon mua tdi.
4. Kd't luSn va de nghi
Viec xay dffng va phat trien thu'dng hidu dd'i vdi san pham dia phffdng la ca mot qua trinh lau dai. De xay dffng dffdc mdt thifdng hidu manh khong be ddn gian va dd dang can pbai cd thdi gian va sff hd trd tich cifc cua cac ban nganh va cbinh quyen dia phu'dng, chung ta pbai mat ra't nbieu thdi gian va cdng sffc de nghien effu san pham, tim kid'm tbi trffdng, md rdng he thd'ng phan pbo'i..
Tbffdng hidu tdi Phan Rang mdi cbi d giai doan dau cua vide xay dffng va phat trien, viec dang ky bao bd dd'i vdi nhan hieu tdi Phan Rang la tien de eho sif phat trien tbffdng hieu. De tbffdng hidu tap thd tdi Phan Rang dffdc kbai thac, sff dung mdt each bieu qua va phat tridn ben vffng trong thdi gian tdi, can cd sff chung tay gdp sffc cua cdng ddng, dac bidt la eac doanh nghidp, ngffdi ndng dan dang boat ddng san xua't va kinh doanh tdi tai Ninh Thuan khi difdc sff dung nhan hieu phai tuan tbii day dti va nghidm ngat cac quy dinb trong qua trinh sff dung nhan hidu.
Cac doanh nghidp, cac bo ndng dan trdng va kmh doanh tdi cIn nSng eao nhan thffc ve gia tri
tai san tri tue, bie't xay dffng va phat trien cac tai san tri tue; giup eho cdquan quan Iy d dia phffdng dieu hanh quan ly va td ehffe sff dung nhan bidu tap the gdp phan tang sffc canh tranh ve gia tri san pham va phat trien tbffdng hidu toi Phan Rang, nang cao bieu qua kinh te'-xa hdi, van hda cua tinb Ninb Thuan. Tbffdng bleu tdi Phan Rang cbifa xffng tim vdi tiem nang va hieu qua mang lai chffa cao. Trffde tinh binh dd, mdt so'giai phap dffdc dffa ra de phat trien tbffdng hieu tdi Phan Rang, cu the nhff sau:
- Md rdng quy md, didn tich trdng toi - Nang cao nang Iffc tie'p can vd'n cho ngffdi trdng tdi va cac thanh vien trong chudi gia tri
- Phat trien tbffdng hidu eho san pham tdi Phan Rang
- Nang cao nang Iffc ky thuat san xua't tdi va phdng trff sau benh
- Phat trien cae mo'i lidn kd't trong qua trinh san xua't va phan phd'i
- Xdy dffng hd thd'ng tffdi tidu
- X3y dffng hd thd'ng bd thd'ng phan phd'i va cung ca'p thdng tin thi trffdng
- Phat trien nganh cbe'bie'n tdi
- Day manh viec quang ba tbffdng hieu tdi Phan Rang
- Can cd nhffng giai phap cu the nham kd't nd'i ke't ndi san xuat tdi tai Ninh Thuan vdi ITnb vffc du lich •
TAI LIEU THAM KHAO:
/. TrUOng Dinh Chien, Nguyin Trung Kien (2004). Gid tri thuang hieu ddi vdi ngUdi tieu ddng Viet Nam vd djnh hudng xdy dung thuang hieu doanh nghiep. Nghien cUu kinh li'. 11(11). trang 35-42
2. Nguyin Trdn Quang (2004), Thuang hieu vd hoi nhdp kinh ti'. Nhd xud't bdn Thi'gidi TP. Ho Chi Minh.
3. Tran Dinh Ly (2007), Nghien cUu xdy dUng vd phdt trien thuang hieu mdt sdndng sdn Viet Nam De tdi nghiin cUu khoa hpc cap Bd. Dai hgc Ndng Lam TP. Ho Chi Minh.
4. Philip Kotler vd Kevin Keller (2013), Qudn Iri marketing. NXB Lao ddng xd hdi.
5. Amber, T. & C. Styles (1996) Branch development versus new product development: Towards a process model of extension. Marketing Intelligence & Planning, 14 (7): 10-19.
So 2 2 - T h a n g 12/2019 85
Ngay nh?in bai: 1/12/2019
Ngay phan bien danh gia va su'a chiJa: 11/12/2019 Ngay chap nh^n dang bai: 21/12/2019
Thong tin tdc gid:
ThS. N G U Y I N THI HA GIANG
Phan hieu TriTcfng Dai hpc Ndng Lam TP. Hd Chi Minh tai Ninh Thu^n
SUSTAINABLE BRAND DEVELOPMENT FOR PHAN RANG GARLIC PRODUCTS IN THE CONTEXT
OF INTERNATIONAL INTEGRATION
• MA, NGUYEN THI HA GIANG
Ho Chi Minh City University of Agriculture a n d Forestry, Ninh Thuan Campus
ABSTRACT:
The paper systematically and specifically analyzes the insights and perceptions of farmers (gariic growers) and consumers about the Phan Rang garlic brand and the internal/external environmental influences. Based on that, the article finds solutions for the sustainable development of Phan Rang gariic brand in the integration period.
Keywords: Brand, brand development, Phan Rang gariic.
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