e INH NGHI6M QUflN LV Vfl PHflT TRI6N KINH DOflNH
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PGS.TS Nguyin Dong Phong - TS Bui Thanh Trang Trudng Dgi hgc Kinh te thanh phd Ho ChiMinh
T o n g quan
Ciing vdi sU phat trien kinh te, dich vu tif van marketing (DVTVM) bat dau hinh thanh va phat trien tai Viet Nam tU nhufng nam 2000 den nay. So vdi eae nude trong khu vUe nhu Thai Lan, Singapore, trung Qude, Nhat B i n , Han Qudc... iTnh vUe nay ciia Viet Nam v i n cdn thIp e l ve sd lupng doanh nghiep va chat lUdng djch vu. Day la thj trudng tiem hang bdi nhu eau marketing ciia doanh nghiep rat Idn nhung khdng it thach thO'e.
Vi vay, de tdn tai va phat trien, doanh nghiep tilr van marketing e i n phii djhh vj lai chi'nh minh va ed djnh hudng chien lUde phat trien mang tinh ben vimg.
Theo danh gia eiia eae chuyen gia marketing va y kien eiia doanh nghiep sir dung dich vu, giufa eung va c l u thj trudng hien tai chua tUdng ximg, chua dugc khai thac het tiem nang.
Nguyen nhan den tU nhieu yeu td mang tinh chii quan lan khach quan, tU nha tu v i n , ngudi sir dung... den cd quan q u i n ly, td chirc xiic tien va hiep hpi nganh nghe. Xet ve cau ciia dich vu thi mifc dp nhan thifc ve tam quan trpng marketing ciia eae doanh nghiep hien nay la rat Idn. Ve phfa eung, hien tai ea nude ed tren 3.000 doanh nghiep eung irng dich vu tuvari marketing, phan Idn tap trung tai TP Hd Chi Minh (chiem 50%), ke den la Ha Ndi (30%), eae tinh eon lai ed sd lUpng doanh nghiep tu van khdng dang ke. Xet ve loai hinh doanh nghiep tham gia eung irrig dich vu tu van marketing, sd lupng doanh nghiep ngoai nha nude la 98% trong tdng sd doanh nghiep tU van marketing va chiem thi phan 80%, trong khi
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dd doanh nghiep ed vdn dau tU nude ngoai ehi ed 1,5% ve sd lupng nhung chiem 20% thj phan. Sd lupng eae doanh nghiep nha nifdc cd xu hudng giam d i n va chiem ti le nhd chi khoang 0,5%.
Do cung e l u ciia thj trUdng tai eac dja phUdng rat khae nhau, djch vu tUvan niarketing ciia Viet Nam phat trien khdng ddng deu, chi tap trung chu yeu tai TP. Hd Chi Minh va Ha Ndi. X u l t phat tU thUe trang trdn, chiing tdi thiic hien nghien ciru nay n h i m danh gia tinh hinh sif dung djch vu tu v i n marketing tai Viet Nam va tren ed sd dd de x u l t giai phap phat trien djch vu t u van marketing tai Viet Nam.
Phaang phap nghien cihi:
Nghien cifu nay dugc thuc hien b i n g phUdng phap djnh tfnh va dinh lupng. PhUdng phap dinh tfnh thiic hien thdng qua thao luan nhdm va dugc xem la budc nghien cifu sd bp de bd sung, hieu ehinh bang eau hdi phuc vu eho nghien ciru dinh lupng. PhUdng phap nghien ciru djnh tupng thdng
qua phong van 122 doanh nghiep eung img djch vu tu van tai TP. Hd Chi Minh v l Ha Ndi.
Ket qua nghien cuv:
- Cae doanh nghiep tU van marketing cung irng djch vu rat da dang, bao ^ d m nhieu loai h i n h ' t U t u van chien lUdc marketing, tu van xay duhg thUdng hieu, quang c l o , khuyen mai... den td chifc sU kien, quan he cdng chiing, xay diing he thdng phan phdi, tu van nghien ciru thj trUdng...
NgUpe lai, eac doahh nghiep tu van CO vd'n dau tU nUdc ngoai ehi chuyen vao mdt so loai hinh nhat djnh va rnanh ve tu v i n chien lUdc, quIng cao sang tao, nghien eifu thj trudng.
- Trong eac loai hinh dich vu tu v i n marketing thi djch vii quang cao ed den 75% doanh nghiep cung img, ke den cd 65% doanji nghiep cung img djch vu td chirc sU kien, va 5 1 % la hoat dpng khuyen mai.
Quan he edhg ehiing, xay dung thUPng hieu, va nghien ciru thj trudng ed sd doanh IHinh 1: Loai hinh dich vu tuvan marketing dUdc doanh
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KINH NGHI6M QUflN LV Vfl PHflT TRI6N KINH DOfll" l9
nghiep eung img t h I p hdn ba loai hoat dpng tren.
- Cac cdng ty Viet Nam cd thuan ldi la hieu rd thi trudng, dac diem van hoa, phong tue tap quan, thj hieu quang cao, chi phi eho cae djch vu tha'p hdn so vdi cae edng ty cd vdn nudc ngoai... nhung cdn han che ve trinh dp chuyen mdn, thieu kinh nghiem, chua that sU mang tfnh chuyen nghiep, chua ed chien lUdc phat triln ndi lue va chua biet d l u tu marketing cho chfnh minh.
Cac doanh nghiep trong nude hi^en nay kha manh ve ITnh vue td chirc sU kien, quan he cdng ehiing, khuyen mai (below the line), nhung chua the canh tranh dupe vdi cac edng ty cd vdn nude ngoai ve hoat dpng thiet ke, nghe thuat sang tao, quang eao tren bao dai (above the line).
- Doanh nghiep cd vdn nude ngoai hoat dpng r l t chuyen nghiep, ngudn nhan lUe chfnh eua cac ddn vi nay dupe xay dung tren cd sd dpi ngu nhan vien bao gdm ea ngudi nUdc ngoai va ngudi Viet Nam.
Diem manh ciia eae cdng ty nay la thUdng hieu ndi tieng tren the gidi, xay dung dUde he thdng lien ket vdi eae cdng ty da qudc gia, ed mdi quan he chat che va on djnh vdi khach hang, cd nhieu kinh nghiem trong ITnh vUe marketing va quang eao, cd kha nang dap ifng cac yeu c l u phifc tap eiia khach hang.
- Su thieu hut ve ngudn nhan iue chuyen vien trong eae cdng ty tUvan hien nay rat Idn. Cd kha nhieu doanh nghiep t u v i n marketing cd dpi ngu chuyen vien khdng dupe dao tao chuyen nghiep, chuyen vien la nhifng ngUdi timg lam viec tai cae edng ty cd vdn nUdc ngoai nhin thay Cd hdi thi trudng va thanh lap cdng ty tu van, cd trUdng hdp chua qua chUdng trinh huan luyen ve tU v i n , hoac ehua lam' tu van bao gid eung thanh lap edng ty tu van. Chfnh cac nguyen nhan tren da tao ra nhieu han che trong qua trinh cung cap dich vu marketing.
Hinh 2: Kho khSn ma DN thudng gap khi cung Ung DVTV marketing
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Ket qua khIo sat cho thay tren 60% doanh nghiep gap khd khan ve ngudn nhan luc cd nghiep vu chuyen mdn nen bi han ehe y tudng sang tao va thieu kha nang thuyet phuc khach hang.
- Doanh nghiep eung img dich vu tu van marketing cd qui md nhd the hien qua vdn, hdn 90% doanh nghiep cd mUc vdn dudi 5 ti ddng. Qui md nhd, kha nang tai chfnh han che nen cac doanh nghiep tu v i n khdng the tap trung chuyen sau trong mot ITnh vUc ma phai cung Ung nhieu ITnh vUc de cd rigudn thu bii d i p chi phf. Ket qua la nang lUc eanh^ tranh yeu, chat lupng thIp, san pham khdng d i p img dupe yeu eau ciia khach hang va khdng the hien dupe tfnh chuyen nghiep.
Thdm vao dd, phan Idn chua dau tu cho thUdng hieu ciia minh, khoang 75% doanh nghiep eung irng ft quan tam den hoat dpng marketing, chua x l y diing chien lUdc quIng ba cho chfnh minh ma ehi khai thac khach hang thdng qua quan he ca nhan.
- Thieu sU hpp tac, phdi hpp giifa eac ddn vi cung ifng tao ra tinh trang canh tranh khdng lanh manh. Cac doanh nghiep cung irng dich vu chi tap trung vao canh tranh cat giam gia ma chua canh tranh nang eao chatlupng.
Cac giai phap phat trien djch vu t u van marketing Viet Nam
Xua't phat tU nhirng han che tren, ehiing tdi de ra cac giai phap phat trien dich vu tu van marketirig. Cac giai phap de phat trien dich vu tu van mar- keting tap trung vao hai nhdm giai phap: (1) Cac giai phap khuyen khi'ch sif dung dich vu tu van marketing, (2) Cac giai phap nang cao sd lupng va chat lupng cung ciia dich vu tu van marketing.
1. Cac giai phap khuyen khfeh doanh nghiep sif dung dich vu tUvan marketing
Cac giai phap nay tap trurig vao nang cao nhan thUc ciia doanh nghiep sif dung ve tam quan trpng ciia dich vu tU van marketing, tU dd giiip hp dau tu diing mUc chp hoat ddng
marketing. Cu the la:
- Phat trien chUdng trinh marketing xa hpi: Nha nudc, cac hiep hpi va cac doanh nghiep cung img dich vu tuvan marketing can thuc hien cac chien dich marketing xa hpi thdng qua cac phUdng tien truyen thdng quang ba nhU bao dai, internet, thu ngo true tiep neu len nhifng trUdng hdp thanh cdng ciia cac doanh nghiep sir dung dich vu tu van marketing trong v l ngoai riudc.
- Khuyen khich thay ddi tap quan quan ly kinh doanh giiip doanh nghiep cam thay an toan va hieu qua khi sif dijng dich vu tuvan marketing: ThUc te tai Viet Nam, cac doanh nghiep chua cd thdi quen thue ngoli cac dich vu tu van. Oe thay ddi thdi quen nay, cac
kinlitpJ'liattrin
109INH NGHI6M QUflN LV Vfl PHflT Tfil6N KINH DOflNH
nha tu van marketing can thuyet phue, chimg minh ldi ieh sif dung djch vu thue ngoai, thudng xuyen td chife eac hpi thIo g l p gd giufa doanh nghiep cung img va doanh nghiep sir dung. Doanh nghiep eung img dich vu tU van marketing nen lidn ket vdi Hpi Marketing, Hiep hdi quang cao td chirc dinh ky hang thang, hang quy cac hpi thao chuyen de trao ddi kinh nghiem irng dung marketing trong doanh nghiep va cam ket eiia nha tu van ddi vdi ngudi sif dung djch vu.
- Khuyen khich doanh nghiep sir dung dich vu thay ddi nhan thire chuyen vi tri tir tu thuc hien sang vai trd giam sat djch vu tu van marketing:
Sir diing djch vu tu van mar- keting thue ngoli se giiip cho doanh nghiep cd nhieu y tudng mdi, trien khai^ hoat ddng marketing hieu qui hdh, hd trd tich cue eho ban hang va phat trien thUdng hieu. Do vay, eae doanh nghiep sir diing c i n dat ra eae tieu chuan khi ehpn dPn vj tUvan nhu tieu ehi ve y tudng ehUdng trinh, khi nang va nang lUe nha tu van, ti'nh chuyen nghiep, kipn thirc hieu biet ve san pham djch vu, bao mat thdng tin...
- Doanh nghiep sir dung can hoach djnh chien lupe market- ing va danh ngan sach mar- keting thich img. Cae doanh nghiep ein nhan thire rd ehi phi danh eho hoat ddng mar- keting la mot khoan d l u tU mang ti'nh chat dai han, va khi xay dung chien lupe marketing ein xac dinh rd muc tieu cho timg giai doan de tir dd hoach djnh ngan saeh tUdng img cho tiimg thdi ky.
- Doanh nghiep tUvan marketing giiip khach hang sir dung hinh thanh nhdm cac doanh nghiep de sir dung djch vu mot each cd hieu qua thdng qua tiet giam chi phi.
- Doanh nghiep eung irng djch vu nen dua ra nhieu phudng thire thanh toan nhani tao dieu kien thuan ldi de doanh nghiep sif dung de dang lUa ehpn.
- Xue tien eac^djch vu _dupc tai trd bdi eac td chifc hd trd, cae hiep hpi, eae edng ty Idn.
- Cung cap thdrig tin ve loai hinh djch vu tU van marketing va dolnh nghiep eung img ed chat lupng va iiy tin.
2. Cac gili phap nang cao sd lUdng va chat lUdng eung eiia djch vu tu van mirketing
2.1 Giai phap phat trien so lupng eung eiia djch vu tu van marketing. Tap trung vao cac ndi dung sau:
- Doanh nghiep tu vari mar- keting trong nUdc nen md rdng hpp tae, lien ket vdi nhieu ddj t i c , nhieu nganh nghe de nang eao nang lUe canh tranh.
Lien ket giOra doanh nghiep Idn vdi doanh nghiep nho va vUa thude eae thanh phan kinh te khae nhau.
- Phat trien nhupng quyen thUdng mai ve tu van jnarket- ing: Xiic tien phat trien cung thj trudng tai eae tinh va thanh php ehua ed dieu kien phat trien dich vu tu van marketing.
Nha nude thdng q[ua eae ehUdng trinh, dU an ho trd eiia eac to chire qudc te khuyen khich nha tu v i n qude te nhupng quyen kinh doanh djch vu tu van marketing d Viet Nam.
- Thuc hien lien doanh, hpp tae kinh doanh vdi cae cdng ty tu van nude ngoai de giup doanh nghiep trong nude hpe tap kinh nghieni, nam bat dU(3c ky thuat tien tien, nang eao ky nang va trinh dp chuyen rridn ve tu van marketing, quang cap, nghien ciru thi trudng.
Ddng thdi viee ap dung hinh thire nay se giup chp doanh nghiep ed them ngudn khach hang ma ddi tac nude ngoai mang lai.
- Doanh nghiep tu van can met rdng hoat ddng kinh doanh tai eae dja phUOng eung cau chua phat trien va dau tu ngudn nhan lUc cd trinh dp nghiep vu, ky hang tu van v l kinh nghiem; nhUng trudc tien can lap ke hoach kinh doanh trong dd xac dinh rd khach hang mue tieu, sin pham djch vu ciia minh va ngudn ngan
sach marketing de dau tU xay dung thUdng hieu, tao uy tin dd'i vdi khach hang.
- Cung cap thdng tin dau tu va Uu dai d l u tU: Doanh nghiep tu van marketing hien tai v l tiem nang ed the khdhg nhan thire dupe nhirng ed hdi thj trudng dp thieu thdng tin thj trirdng de dau tu. De phat trieri sd lUdng cung thi nha nude va eac hiep hpi nen cung cap thong tin dau tU giup cho doanh nghiep tiep can dUde thj trudng.
- VUdn ra hoat dpng d nUde ngoai: Doanh hghiep tU van marketing ed qui md Idn cin cd ke hoach md rdng hoat dpng kinh doanh va hudng ra thj trudng nude ngoai de nang cao nang luc canh tranh, tang doanh thu. Ben canh dd, nha nudc can hd trd "eho doanh nghiep trong nUdc ed nhiifng dieu" kien thuan ldi vUdn ra hoat ddhg d nUde ngoai.
2.2 Giai phap nang cao chat lupng ngudn nhan lUc ciia doanh nghiep eung irhg djch vu tu van mirketing. Bao gdm eac ndi dung sau:
- Dau tu phat trien sd lupng nhan luc tu van cd chuyen mdn bang each xay dUng chinh saeh thu hiit nhan tai va giu ngUdi gidi. Cae doanh nghiep ein phai nhan thifc rd sU thanh cdng ciia doanh nghiep tu van gln^ lien vdi ngudn nhan lue. De thu hut nhan lire gidi thi doanh nghiep phai edjJjnh hUdng chien lUdc phat trieh ro rang, cd qui nid dau tu kinh doanh, xay dung ehinh sach tien lUdng eung vdi phiie ldi dai ngd ngUdi lao dpng mot each xirhg dang, xay dimg v i n hda cdng ty hudng mpi ngudi phat huy su sang tap, nang ddng, ddng gdp ^ tirdng kinh doanh mdi, co dieu kien va mdi trudng lam viee td't, cd ed hpi thang tien va cd nhiimg ehe dp uu dai rierig eho nhiimg nhan su chii chdt, gin ket ho trd thanh nhung ngUdi ehii eua doanh nghiep.
- Phat trien dpi ngu tU van theo hinh thire edng tac vien ket hdp vdi nhan \uc ed hifu se nang eao nang lue va kha
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KINH NGHI6M QUflN LV Vfl PHflT TRI6N KINH DOflP l9
nang dap img nhu c l u khach hang, ddng thdi giam dUdc ap luc ehi phf q u i n ly ciia doanh nghiep.
- Nang cao chat lupng ngudn nhan lue thdng qua nang eao kien thirc, kinh nghiem va ky nang tuvan giiip doanh nghiep de dang thuyet phue dupe khach hang va eung cap dich vu cd chat lupng, dat gia tri thiet thUc.
- Xay dung nhirng tieu chj chat lupng cho san pham: De khach hang that su tin tudng vao chat lupng thi doanh nghiep cung img dich vu phai xay dung tieu chf rd rang, the hien qua cac giai doan nhU:
trudc khi cung ifng, tie^p^ nhan, trong sudt qua trinh trien khai thuc hien, giam sat du an, n h i m dam bao chat iupng khach hang ky vpng tudng ddng vdi gia tri mang lai tUviec sif dung.
- Oau tu ky thuat, nang cap trang thiet bi nham nang cao chit lupng dich vu: Viec nang cao chat lupng dich vu dat ra yeu cau cho nha t u v a n khdng ehi cd ngudn nhan lUc gidi, chuyen nghiep ma cdn gan lien vdi viec irng dung ky thuat cdng nghe thdng tin vao ITnh vuc truyen thong tiep thj va d l u tu nang cap trang thiet bi.
- Xay dung he thdng lien ket vdi cap td chUc cung_ img dich vu. Bdi vi de thUc hien mot du an t U v I n Idn, phUc tap thudng mot nha tu van khdng the dam trach toan bp cac pong doan trong qua trinh trien khai rna can cd sU hdp tac ciia nhieu ddi tae khac tham gia.
2.3 Giai phap day rnanh hoat dpng marketing de thu hilt khach hang cua doanh nghiep cung irng dich vu tU van marketing. Tap trung vao eae ndi dung sau:
- Doanh nghiep tUvan mar- keting c i n xay dUng dinh hudng chien lUpe kinh ^doanh va marketing tren cd sd phan tich thi ^trudng va xu hudng phat then de xay dung muc tieu va ke hoach kinh doanh.
; Oau tu xay dung va phat trien thuong hieu: dac diem ciia
djch vu t U v I n marketing mang tfnh vd hinh nen khach hang khi quyet dinh mua thudng dua vao uy tin va thUdng hieu cua nha tuvan. Doanh nghiep cung img phai quan tam x l y dung thUdng hieu, xem thUdng hieu la tai s i n qui gia nhat ciia doanh nghiep.
- Doanh nghiep tu van mar- keting can tang cudng sir dung nhieu hinh thifc quang ba, tiep can den khach hang thdng qua eac phUdng tien thdng tin dai chiing nhu bao dai, thu ngd, internet va quan he ca nhan.
- Tham gia vao cac hiep hdi nhu Hpi Marketing Viet Nam, Hiep hpi Quang cao nham thu thap cac thdng tin, chia se kinh nghiem ^trong ITnh vUc marketing, quang cao va tranh thii nhifng hd trp tU phfa hiep hpi quang ba dich vu den c l e thanh vien trong hiep hpi.
- Doanh nghiep tu van can xay dung mdi quan he vdi khach hang, gan ket vdi cac tap doan kinh te, trd thanh ddi tac chien lUdc.
4. Kien nghi vdi Nha nUdcj Nha nudc nen ddng vai trd hd trd, xiic tien cac dich vu nay, khdng nen true tiep cung cap dich vu.
- Nha nUdc can quan tam diing mirc den dao tao ngudn nhan lUc cd trinh dp marketing bang nhimg bien phap khuyen khfeh cac trudng dai hoc, cao d i n g , trudng day nghe nang cao chat lupng dao tao ve tu van va marketing, g i n cac td ehUc dao tao, vien nghien ciru vdi doanh nghiep.
- C i n ed chfnh sach uli tien cho cac doanh nghiep tu van market- ing dau tutai cac thi^ trudng chua ed dieu kien phat trien.
2.5. Kien nghi vdi cac hiep hpi nganh nghe
Hpi Marketing Viet Nam va Hiep hpi Quang cao Viet Nam nen gdp phan vao viec tuyen truyen quang ba vai trd quan trpng ciia hoat dpng marketing den doanh nghiep, giiip doanh nghiep hieu rd tarn quan trpng va cd ke hoach dau tu market- ing mot each diing mirc de dat hieu qua, hd trp cho su thanh
cdng. Odng thdi hd trd cho doanh nghiep trong viec dao tao ngudn nhan luc, timg budc nang dan nang lUc va trinh dd eiia doanh nghiep t U v I n mar- keting trong nude.
Ket luan
Dich vu t U v I n rnarketing tai Viet Nam mdi bat dau phIt trien tu nam 2000 den nay, hien tai sd lupng doanh nghiep cung img dich vu tU van mar- keting chiem chua den 2%
tdng sd doanh nghiep ca nude va^ mUc ddng gdp doanh thu chi chiem khoang 0,3%. Kha nang va nang luc ciia cac doanh nghiep tu van market- ing cdn nhieu han che. Do vay, can phai cd nhirng giai phap de khuyen khfeh cac doanh nghiep sif dung nhan thUc dupe vai trd quan trpng ciia marketing va dau tu thich hdp de hd trp hoat ddng kinh doanh, nang cao nang lUc canh tranh cua doanh nghiep.
Dpi vdi cac doanh nghiep tU van marketing can phai day manh viec nang^ cao chat lupng dich vu. Oe phat trien dich vu tu van marketing, ngoai nd ILTC ciia doanh nghiep can thiet cd sU hd trd tich cue ciia nha nude va cac hiep hdi.
Nghien cUu nay chi mdi khao sat cac doanh nghiep cung Ung dich vu tU van mar- keting. Vi vay, Nha nUdc can co nhirng nghien ciru tiep theo ve cac doanh nghiep sir dung de phan tfeh cac nhan td anh hUdng den sU phat trien dich vu nayB.
Tai lieu tham khao:
1. Alexandra Overy Miehlbradt (2002), Dich vu Phat then kinh doanh a Viet Nam. I n v e s t C o u n s u l t Group, Viet Nam.
2.Hoi Marketing Viet Nam, "JiJ lam hay di thue", Tap Chi Marketing Viet Nam so 40 -2008.
3.Lehtimen, U & J.R, Lehtimen (1982), Sen/ice Quality:a Study of Quality Dimensions. Working Paper, Service Managenment Institute, Helsinki, Finland.
4. Tong cue Thong ke-Trung tam tu lieu Thong ke, Dieu Ira toan b6 doanh nghiep 2001-2006.
