Hoan thien
hoat dong marketing dja phu'tfng nham thu hut von FDI
vao tinh Quang Nam
^ ^ PHAM HGNG CCfCJMG' Tom t^t
Bdi viel de xudt mo hinh marketing dia phUffng nhdm thu hut vdn ddu lU trUc tiep nudc ngodi (FDI) vdo tinh Qudng Nam gom 6 ye'u td do Id: Sdn phdm dia phUffng, Gid cd sdn phdm dia phuffng, Phdn phdi sdnphdm diaphUffng. Khuyi'ch trUffng sdnphdm diaphUffng, Cdng chung.
Chinh quyen dia phuang. Dua trin ki'l qud ddnh gid cda cdc nhd ddu tu dang co dii dn. cdc nhd ddu tudang tlm hieu cff hgi vd dgi dien cff quan qudn ly nhd nudc cd liin quan. tdc gid dd dUa ra mot sd gidi phdp nhdm hodn thiin hogt dgng marketing de tdng cUdng thu hut FDI tren dia bdn tlnh Qudng Nam irong thdi gian tdi.
Tff khda: marketing dia phuang, thu hut FDI, tinh Qudng Nam Summary
The paper proposes place marketing model with six factors to attract foreign direct investment (FDI) into Quang Nam province, including: Product, Price, Distribution, Promotion, People, Local authority. Based on the assessment of investors who are having the project, investors who are looking for opportunities and representatives of relevant slate management agencies, the author has proposed some solutions to perfect marketing activities to boost FDI attraction in Quang Nam province in the coming time.
Keywords: local marketing, FDI attraction. Quang Nam province
Cl(5l THIEU CO SCf LY THUYET VA PHl/ONG PHAP NGHIEN CLfU
Thu hut FDI trdn dia ban tinh Quang
Nam thdi gian qua da dat dffpc nhieu Cd sd ly thuyd't va mo hinh nghien ciJu de xuSft thanh tffu quan trpng, ddng gdp tieh effe Cffsdly thuyet
v^o taog trffdng va phdt trien kinh td' - Khdi mem ve marketing dia phuang
xa hdi Clia dia phffdng irong thdi ky cdng Khai niem marketing dia phffdng (Place marketing) nghiep hda, hidn dai hda. Ty Id ddng gdp lan dau tidn xud't hien vao nhffng nam 1980^d Ha Lan Clia khu vffe kinh td'cd vd'n EDI trong tong va sau dd nhanh chdng dffdc sff dung rdng rai d nhieu san pha'm trdn dia ban linh (GRDP) lang qud'c gia tai chau Au. Ashworth and Voogd (1990) cho tff 1,64% nam 1997 ldn 10,7% nam 2017 rang, marketing dia phffdng (thanh phd') la qua trinh (UBND tinh Quang Nam, 2018). Tuy theo do boat dpng ciia dia phffdng (dd thi) ngay cang nhien, ihu hut FDI tai Quang Nam cho lidn quan chat che dd'n nhu cau cua khach hang muc den nay van chrfa trfdng xfing vdi tiem tieu de td'i da hda hidu qua xa hdi va hoat dpng kinh nang, idi thd' va nhu cau phat trid'n ciia te'eiia dia phffdng (thanh phd) dd phu hpp vdi cac muc dia phffdng. Vi vay, de tang crfdng thu tidu da drfdc thie't lap.
hut ngudn vd'n nay, Tinh can tang cffdng Tuy vay, khai nidm nay chi thffe sff thu hiit sff quan phd'i hdp ddng bd nhilu giai phdp, trong tam cua gidi marketing khi Philip Kotler - ngffdi co anh do, boat ddng marketing dia phffdng can hffdng manh me nhd't dd'n cdng ddng marketing trong dffdc de cao hdn nffa * sud't 40 nam qua - d l cap dd'n khai niem nay trong cudn 'TS., Tru'dng Dai hoc Ngoai thrfdng
Ngdy nhdn bar 30/9/2019; Ngdy phdn bien: 22/10/2019; Ngdy duyel ddng: 23/10/2019
HIMH: MARKETING MIX TROMG MARKETIMG DIA PHtfdMG
ri ji.ij-i I'iiam Cony Toan (2010) sdch mang tdn Marketing Places (Kotler va cdng sff, 1993). Trong dd, cac tae gia chi ra rdng, canh tranh la ddng cd chinh de giai Ihich vide dp dung boat ddng marketing theo dia diem. Kotler va edng sff (1993) cho rang: "Marketing dia phffdng la Ihid't kd' mOt ndi de' dap fing nhu cau cua thi trffdng muc lieu. Marketing dia phffdng dffdc xem la thanh cdng khi cdng dan va cac doanh nghiep hai ldng vdi cpng dong eiia hp va cac ky vpng cua du khdeh va nha dtu tff dffdc ddp ffng".
Tai Viet Nam, khai niem marketing dia phffdng mdi chi thu hut dffdc sff quan tara cua chinh quyin va cac nha nghidn cffu thdi gian gan day vdi hai thuat ngff dffdc sff dung phd bid'n la "marketing dia phffdng "
hoac "marketing lanh thd".
Pham Cdng Toan (2010) eho rang, marketing dia phffdng "la nhffng hanh ddng cd ehu dich cua chinh quyen va eon ngffdi trdn mdt lanh thd nhd't dinh nhdm hieu bie't nhu cau va mong mud'n cua khach hang, tff do tim mpi each thoa man nhu cau va mong mud'n dd mpt each ffu the hdn so vdi viing lanh tho khac".
Nguydn Dffc Hai (2013) khi tie'p ean marketing dia phffdng vdi muc lieu thu hut FDI da dinh nghia
"la nhffng chinh sdch, giai phdp, boat ddng eua chinh quyen, td ehfic, ngffdi dan nham hid'u bie't va thda man nhu clu, mong mud'n ciia nha dau iff nrfdc ngoai, qua dd thu hut nhieu drf an dau tff vao mpt dja phrfdng".
Cd the ndi, cae quan diem nay da khai qudi kha loan dien ndi dung va y nghia cua khdi niem marketing dia phffdng va ddng quan did'm vdi nhieu hoc gia lai Viet Nam eiing nhrf trdn the' gidi.
Mdi quan hegiih marketing diaphuang vd thu hik vdn FDI Metaxas (2010) cho rang, sff ha'p din cua mdt qud'c gia hay dja phffdng ddi vdi ngudn vdn FDI phu thupc vao ba nhdm yd'u Id'la mdi trffdng, phia cung va phia ctu, tff do, phat trien 3 nhdm gia thuyet irfdng uttg de xay dffng md hinh marketing dia phffdng thu hut FDI bao gom: gia thuyet chung - bd'i canh thi trffdng loan cau; gia thuyd't ve phia cung - dia phffdng (qudc gia, viing, thanh phd') va gia thuyet ve phia cau - nguon vdn FDI. Trong bdi canh thi trffdng loan cau, linh eanh tranh eua dia phffdng la van d l then chd't de thu hut vd'n FDI. Tinh canh tranh eua dia phffdng phu thude vao hai yd'u id chinh: Mdt la, nhu cau hay sff ffa thfch cua nha dau tff dd'i vdi tinh canh tranh Clia dia phffdng; Hai la. srf thanh cong cua boat ddng
marketmg dia phffdng. Bdi N -V ^larketmg dia phffdng dffdc xem la thiinh cdng khi no khdng ehi dap fing cac muc neu phat tnen cua dia phrfdng, ma edn dap ffng nhu eau cua nha dau trfnrfdc ngoai.
Md hinh marketing dia phffdng c^a Pham Cdng Toan (2010) dffdc phat hien chu yd'u drfa trdn md hinh marketing dja phrfdng cua Kotler va edng srf (1993), nhrfng da drfde cu the hda bang cac lieu chi cu the va mang tinh fing diing cao.
Theo dd, quy trinh trie'n khai markettng gdm ba giai doan: Lap kd' hoach; Thffc hidn va Kiem tra, danh gia. Giai doan lap kd' hoach drfdc chia thanh ba bffdc chinh: Phan lich iinh hud'ng marketing;
Thid'l lap mue tidu marketing va Xay dffng chrfdng trinh marketing.
Trong qud trinh xdy dung chffdng Irinh marketing dia phffdng, ngoai vide chl tie't cac tieu chi eu the eho bdn thanh phan cua marketing mix la ehinh sach san pha'm, chinh sach gid ca, chinh sach phan phd'i va ehinh saeh quang ba, Pham Cdng Toan (2010) bd sung thdm hai yeu to nffa dd la chinh quyen dia phffdng va cdng chung dia phffdng. Sfi bd sung nay eung phii hdp vdi quan die'm cua Metaxas (2010) v l tam quan trpng eua chinh quyen dia phrfdng va vai tro ciia mdi trrfdng dau tff (Hinh).
Mo hinh nghiSn cdu de xudt Cac ly thuye't tren cho tha'y, chinh quyin dia phffdng van la ehii the chinh v^
nhieu luc la duy nha't thifc hien marketing dia phffdng. Trong pham vi de lai ndy, tac gia cung chi nghidn curf eac hoat dpng marketing dia phffdng do chinh quyen dja phffdng thffc hien. Vi vay, tdc gia de xu^t md hinh marketing dia phffdng nham thu hut vd'n EDI vao tinh Quang Nam gdm 6 yd'u Id', dd la: San pham dia phffdng, Gia ca san phd'm dja phrfdng, Phan phdi san pha'm dia phrfdng, Khuyech trffdng san pha'm dia phrfdng, Cdng ehiing, Chinh quyen dia phrfdng (Bang 1).
Phffrfng phap nghidn ctfu Bai vid't sfi dung phrfdng phap thdng kd, phan tich, tdng hdp tff cac ngudn dfl lieu thff cap tff cdc sd nganh, ddn vi c6 lien quan boat dffdc cdn L- bd' trdn website eua cac sd nganh, ddn
Ddng thdi, tac gia ci at bang hoi trrfc tid'p dd'i vdi 100 nh -j- ^^ng cd drf an tai Quang Nam. !• ,^^ ^j^^^^
76 bang khao sat dat y6 | ^^^^^
tin. Dd'i vdi nha dau hi di y^^^ ^.^
hdi dau trf tai Quang Nh ,^^ ^g 102
phai bang hdi tdi 100 ngffdi. Ke't qua thu dffdc 74 bang khao sdt dat ydu cau.
Ngoai ra, tac gia cung phat 40 bang khao sat tdi dai didn cac cd quan quan ly nha nffdc trdn dia ban Tinh gom: Trung tam Hanh ehinh Cdng va Xue tid'n dau tff, Bati Quan ly Khu kinb le'md Chu Lai, SdKe'hoach va Dau tff, Sd Ngoai vu, Sd Cong Thrfdng, Sd Vdn hda. The thao va Du lich. Van phdng UBND Tinh va ban quan ly cdc khu cdng nghiep: Dien Nam - Dien Ngpc, Thuan Ydn, Tam Thang 2, Dong Que Sdn. Mdi cd quan khao sal 1 lanh dao, 1 quan ly ca'p phdng va 1-2 chuyen vien. Ke't qua thu dffdc 36 bang khao sal dat ydu cau.
Tac gid ed phdng va'n chuyen sau do'i vdi dai didn cac ddn vi trdn dia ban Tinh la: Trung tam Hanh chinh Cdng va Xue tid'n dau trf. Ban Quan ly eac khu edng nghidp tinh Quang Nam, Ban Quan ly Khu kinh le'md Cbu Lai, SdKe'hoach va Dau Iff. Sd Ngoai vu, Sd Cdng Thffdng, Sd Van hda, The thao va Du lich va Van phdng UBND Tinh dd ed ihem thdng tin ve quan did'm, danh gia chi tid't dd'i vdi hoat ddng marketing nham thu hut EDI eua dia phrfdng.
Bang khao sat drfde thie't ke dd' ngrfdi tra ldi cd the lrfa chpn rafie dp tde dpng eiia cac ye'u to raarketing dia phrfdng dd'n hoat ddng dau trf hodc y dinh dau trf ciia nha dau tff nffdc ngoai vao tinh Quang Nam bao gdm 5 mfic Iffdng ffng: "Ra't lieu cffc" (-2), "Tieu cffc" (-1), "Khdng tac ddng" (0), "Tich cffc" (-i-l) va "Rd't tich cffc" (-1-2). Ngoai ra, nd'u ngffdi tra ldi khdng the danh gia dffpc mffe dO tac ddng eiia ye'u td nao, thi cd the chpn
"Khdng danh gid dffdc" (X). Rieng dd'i vdi eac nha dau trf tiim nang, tac gia khdng khao sdl eae ye'u td': Dich vu ngan hang, Thu luc ndp thud', An ninh trat tff, Giai quyd't thu luc hanh chinh phat sinli, Srf hpp tae Clia ngffdi ddn trong giai phong mat bang. Thai dd cua ngrfdi dan xung quanh dia diem dau tff. Thai dd ciia ngrfdi dan trong xung dot vdi nha dau trf, V! vide khao sat nhffng ye'u to'nay khdng kha thi khi trien khai khao sat thff.
KET QUA NGHIEN CLfU San pha'm dia phtfdng
Nhom ye'u td tgo nin gid tri sd dung cda sdn phdm dia phuffng
Ke't qua khao sat cho tha'y, ca 3 ddi tffdng khao sat diu danh gid cao sff phii
San pham dia phi/dng
BAtiG 1: CAC YEG TO CAO THANH MARKETltiG D|A PHt/CJNG MHAM THU HOT VON FDI VAO TINH QtlANG NAM
2. Gia ca san pham dia phu'dng
3. Plian plioisan pliam dia phifcfng 4. Khu&'ch tru'cmg san pli^m dia phifdng 5. Cong chung
6. Chinh quyen dia phu'dng
nen sid In sddune ciia sdn ohd'm dig phuffns Tinh da dang trons danh muc dif an keii goi dau tM Thcfi gian c&^ giay chd'ng nhan dau IU v hen guan
Cong tac quan lv dS't d
l/u dai v^ thue. phi a dau tJha tang Cac Ju dai khac
1.2. Nhom veu lo'li S dich V Ha lang giao thong, dien. nu'dc va xu' lv cha't thai dia pliuons Cdc dich V
n. an n
tien ich (ngan hang, ndi nop thue, lam thu tuc hai Giai quyg't thu tuc hanh chinh phit sinh
Nguon lao dSne Nganh cons nghiep h5 tru Ho trd xuc tien thu'dng n / 3. Nhdm \eulota
Hinh anh cua dia phu'dng sid tri hinh anh vd danh liens aia dia phKOiit;
SiJ phitt tngn kmh te cija dia phUdna
SiJ tu h^o cua doanh nghiep khi dau l\S idi dia phu'dng Gia thue dat
Phi quan ly ha tang
Chi phi xu'ly chat thai
Tien lu'dng cho ngu'di lao dong (quan IJ, nhan \ cflng nhanl
Chi phi tuyen dung lao d6ng Chi phi dao tao Iao dong
Thong Hn va hu'dng dan Ida chon dia diem dau ti Quy trinh xu" ly thu tuc dau tif
Tai lieu, an pham qu^ng ba
Thong tin tren cac phu'dng lien truyen th6ng (bao. truyen hinh ) Hoatddng xilctifen dau tlf tnfc tig^p (hoi nghj, hgi thao, tham qu;
Sd hdp tac cua ngu'di dan trong giai phong Thai do cua ngifdi dan xung quanh dia diem dau at Thai do ciia ngu'di dan trong xung dot vdi nha dau id Chinh sach phat tnen kmh tt
Hoat dong chi dao vii dieu hanh n he vdl cong dong doanh nghiep Tinh nang dong. .sdng tao
hdp eua drf an dau tff vdi nha dau tff vdi 100% eac y kie'n ddnh gid diu chpn d mffe tae ddng "Tieh cffc" va
"Rd't lich crfc".
Tuy nhidn, srf danh gia cua cac nha dau iff va cd quan quan ly nha nffdc ed sff khae bidt dang ke d thdi gian ca'p gia'y chffng nhan dau iff va cae thu tiic hanh ehinh lidn quan. Cu the: cdc ed quan quan ly nha nffdc danh gia tac ddng ciia ye'u id'nay la "Tich cffc" va "Ra't tich effe"; trong khi dd, trdn 25% cac nha dau tff hidn tai va nha dau iff tiem nang cho rang, thdi gian ca'p gia'y chffng nhan dau iff va eac thu tiic hanh chinh lien quan cd tde ddng tidu cffc dd'n quye't dinh/y dinh dau tff va tren 20% cho rang, khdng tdc ddng.
Bdn canh do, cdng tac quan ly da't dai va ke't cd'u ha lang la cae yd'u id' co tde ddng lieu cffc nha't de'n nha dau tff trong nhdm ye'u to' tao ndn gia ui sff dung cua san pham dia phffdng va eae cd quan quan ly nha nffdc cung nhan ra diem yd'u d cdc yd'u Id' nay. Gid tri trung bmh eua cac yd'u to' nay theo danh gid cua cdc nha dau tff ehi dao dpng iff -0,1 dd'n 0,1. Trdn 30% nha dau iff d ca 2 dd'i tffdng khao sat va 16,7% dai didn cd quan quan 1Q3
BANG 2; TAC DONG CUA NHOM YEG TO TAO NEN GlA TRl S d DgNG CGA SAN PHAM DjA PHtfdNG
Y6'u t o D d a n k e u goi d a u Id phij h d p vdl n h a d a u ur T h d i g i a n c a p g i a y chting n h a n d a u Ed c h i n h h e n o u a n C o n g t a c q u a n ly d a t d a i C d s d ha t a n g
l/u d a i v e t h u e . p h i
C a c lfu d a i khiic d a n b
e i a HT T N CO H T T N C Q H T T N
cn H T T N
rn
H T T N
cn HT T N C O
Sd'y iden d a n h gia 15 73 3 6 75 71 36 7 3 71 36 7 4 T) 36 76 74 3 6 74 7'' 36
G i a t r i t n m g
b m h 1.5 i . 4 1.6 0,6 0.4 1.5 O.O -0,1 1.1 0.1 0.1 0.1 0.6 0.3 1.4 0.4 0.2 1.5
R S t t i g u ciic l%^
4 . 2 2 1 . 6 12.5
T i e u CI^C
2 5 , 3 2 8 , 2 30 1 31 i;
1 6 7 I R q
^7 8 7 7 R
K h d n g t a c dOng
(%l
2 2 , 7 2 6 , 8
37.0 31,C ] 6 . 7 18.1 36.1 4 4 . 7 7 4 . 3 67.'' 84.7
T i c h crfc
(%^
4 9 . 3 6 0 3 36.1 2 4 . 0 22.5 5 0 . 0 37 4 33 K 4 4 4 p 7•''id 36 1 4 8 7 7 3 r 61 1 37 8 15 3 5 0 . 0
R S t t f c h crfc
(%)
5 0 , 7 39,7 6 3 . 9 2 8 , 0 22,5 5 0 , 0
3 8 . 9 31.1 16.7 6.6 2,7 3 8 . 9
5 0 . 0 Chti ihich: HT: Nhd ddu tuhien tgi, TN: Nha ddu lUtiem ndng; CQ: dui dien CO quan qudn ly nhd nudc
BANG 3: TAC DQNG CGA MHOM YEG TO TAO NEN GIA TRI VE DICH VG CUA DIA PHddNG
Yfiu 16"
Ha t a n g g i a o t h d n g
Dich vu d i e n ldc
D i c h vu c a p n d d c D i c h vu xiJ ly c h a t thai
Dich vu n g a n h a n g
T h u tuc n o p [hue
L a m Ihii tuc h a i q u a n
An ninh trat td G i a i q u y e t thii t u c h a n h c h i n h p h a t sinh N g u o n lao d o n g N g a n h c o n g n g h i e p h6 ird
H o trd x u c Hen t h d d n g m a i
B&n d a n h HT T N
rn H T T N
cn H T T N
rn H T T N
rn H T T N C O HT T N CO HT T N
cn H T T N
rn H T T N C O HT T N CO HT T N
C O S o y I d e n 76 74 36 7 4 74 36 7 7 74 36 75 74 36 76 36 75 36 7 3 36 74 36 75 36 75 7 2 36 74 71
36 G i a t r i
t n m g 0.3 0.7 0.0 -0,'' 0.3 1,4 0.7 0.2 1.4 0 . 3 -O.I 1.5 0,7 1.5 -0.1 1.5 -0.1 1.3 0.7 1.6 0.6 1.5 -0.7 0.3 1.6 0.0 0.0
1.5 R S t t i e u ctfc (%1
7.9 8,1 11.1
"'1.6
4 . 7
4.C 4.1 6.6
27.7
15.1
14.9
2,7
2 0 . 0 2 7 . 2 31.1 3 8 . 0
T i e u cijrc
(%)
7 5 0 1 7 6 75 0 77 0
l=i3 1 6 7
? T 7 1 6 7 37 9
7? 7
78 S
n 7
70,0
75 3 7 f , 4 1 7 7 4 7 1 6 7
K h d n g t a c d S n g
19.7 17.6 13.9 17.6 9 5 . 9 75.0 9 5 . 9 7 9 . 3 2 1 , 6 14.5
14.7
74.7
7 0 . 3
2 1 . 3
18.7 19.4 14.*^
17.7 11.1 7 4 . 0 78.5
T i c b cifc
(%)
^5 0 35 1
•iOO 7(13 4 I 61 1 7? ? 4 ) 55 6 7^ ^ 4 K 6 4 7 7 76 1 4 7 7 17 3 WV.
9 6 77 7 35 1 41 7
?'^,3
"57 8 74 0 T^r 41 7 1 3 5 1 8 3 41 7 ->6r 71 1 50,C
Raft ti'ch cifc
77 4 7 1 . 6 13.5 3 8 , 9 3 3 . 3 4 4 , 4 18.7 9,5 5 7 . 8 19.7 5 7 . 8 77,7 5 0 . 0 7 1 . 9 77.8 16.2 5 8 . 3 3 0 . 7 4 7 . 2 12.0 6.9 5 8 . 3 7 8 . 4 2 6 . 8 3 0 . 6
5 0 . 0 Chulhich:HT:Nhdddu
caquan qudn ly nha nudc
luhien igi, TN: Nhd d&u lUliim ndng; CQ: dai dien
ly nha nudc trong mSu kh.n -'• ^'^^ '"^"S' cdng tde quan ly da't dai C' -i^' t^gng tieu cffc de'n quye't dinh/y dinh dau iff-
Nhdm yi'u id tgo nen gid rri ve dich vu cua dia phuffng
Kd't qua d Bang 2 cho tha'y, ca 3^nhdm dd'i tffdng khao sat deu nhan thay, ha tang giao thdng vin con la die'm yd'u cua tinh Quang Nam. Tong ty le ddnh gia
"Rat tieu effe" va '"Tidu cffc" dd'i vdi ye'u td' nay d ea 2 nhdm nha dau tff hien tai va dai didn ed quan quan ly nha nffdc deu chie'm iren 1/3 va chie'm khoang 25%
trong nhdm nha dau iff tiem nang.
Trong khi dd, dich vu dien Iffc, dich vu ca'p nffdc va dich VIJ xff ly cha'l thai dffdc cd quan nha nffdc, cac lanh dao va chuyen vidn dffdc khao sat deu cho rang, cde dich vu nay tac ddng "Tieh effe " hoae "Rat tieh cffc" dd'n nha diu tff. Tuy nhidn, khoang 96% eae nha dau tff tiem nang difpe khao sdt cho rang, dich vu didn lu'c va dich vu ca'p nu'dc hien tai khdng anh hffdng dd'n y dinh dau tff eua hp va trdn 40% eae nha dau hi hidn tai cho rang, cac dich vu nay khdng anh hffdng hoae cd ldc dpng tieu effe dd'n boat ddng dau tu".
Dd'i vdi dieh via ngan hang, thu lue nop thue', thu tuc hai quan, an ninh trat tff va giai quye't thu tuc hanh ehinh phai sinh, gia tri trung binh ve did'm ddnh gta cua cdc yd'u to'nay cung phan anh sff khac biet giffa danh gia giffa cd quan quan ly nha nffdc va nha dau tff. Gid tri trung binh diem danh gia eua nha dau tff hien tai tff -0,1 de'n 0,6, trong khi dd cdc cd quan quan ly nha nu'dc cd die'm trung binh tff 1,5 trd len.
Trong dd, thu tuc nop thud' va thu tuc hai quan la 2 yd'u td' co ty Id nha dau tff danh gia cd tac ddng "Rat tieu ei/c" va "Tieu cffc " de'n hoat ddng dau cao nhd't. Tong ty Id cua 2 mffc danh gid nay cho d mdi ye'u to' deu chie'm khoang 45%. Ben canh do, cd khoang gan 40% nha dau tff hien tai cho rang, dich vtr ngan hang co tac ddng lieu cffc de'n hoai ddng dau tff va 20% cho rang vide giai quye't thti uic hanh chinh phat sinh ehffa lam ho hai ldng.
Nguon lao dpng cung dude cde nha diu tff ddnh gidja mdt han che eua dia phffdng, ty le nha dau tir hidn tai v? tiem nang cho rang, yd'u td' nay co tac
effe" va "Tieu cifc" dt Iff va y dinh dau tff chie mdu khao sat mae diJ ca^
danh gia tich effe ve ye'u Dd'i vdi boat ddng mai, mac dii tinh Quanj
^''iig "Rdi tieu 'I dpng dau 45% trong n quan 1^
thffdng nhilu 104
ehinh sach h6 trd, tuy nhidn, ddi vdi nha dau hi nffdc ngoai, nhffng hd trd thien y l tai chinh vdi quy md hd trd cdn khiem td'n se khdng mang lai dpng Iffc ldn. Vi vSy, 74% nha dau tff hidn tai va 78,9% nha dau trf tiem nang da chpn mffc "Khdng tac dpng" dd'i vdi chi tidu nay.
Nhdm yeu td tgo nen gid tri hinh dnh vd danh tie'ng cda dia phUffng
Ke'l qua Bang 3 cho thay, da sd' nha dau tff deu ddnh gia td't ve sif tac dpng cua hinh anh dia phffdng va stjf phat Irid'n cua kinh le'dia phffdng de'n hoat dpng dau trf va y dinh dau tff. Trdn 55% so Iffdng nha dau tff dffdc khao sat trong mdi nhdin chon mffc ddnh gid "Tich cyc" va "Rat tich effe" dd'i vdi cae yd'u to' nay, so' cdn lai chpn mffc "Khdng tde ddng". 100%
dai dien cd quan quan ly nha nffdc dffdc khao sat eung ddnh gid cao dnh hffdng cua hinh anh dia phffdng va sff phat trid'n cua kinh le'dia phffdng de'n nha diu Iff.
Tuy nhidn, ye'u Id'sLfti/hao cua doanh nghidp khi dau tff tai dia phffdng khdng nhan dffdc nhieu danh gia mang linh tich cffc nhff hinh anh dia phffdng va sff phdt trie'n kinh td'. Phan ldn nha dau Iff hidn tai (59,5%) va nha diu tff tiem nang (63,5%) cho rdng sif tff hao eiia doanh nghidp khi dau tff lai dia phffdng "Khdng tdc ddng"
dd'n hoat ddng dau Iff va y djnh dau tff. O nhdm lanh dao va chuyen vidn cua cae cd quan quan ly nha nffdc cung cd dd'n 22,2% sd'ngffdi cd cung lffa ehpn nay.
Gia ca san pham dia phffdng Ke't qua d Bang 4 cho tha'y, gid thud dat d Quang Nam d nhieu khu vffe nhin chung thd'p hdn cdc dia phffdng lan cdn.
Vi vay, phan ldn nha dau tff d cac 2 nhdm nha dau tff dffdc khao sat Itia chpn mffc danh gia "Tich cffc" va "Ra't tich cffc"
dot vdi gia thud da't. Tuy nhidn, ty le nha dau tff lrfa chon mffc danh gia "Tieu cffc"
cung khoang 20%-25%. Chi phi quan ly ha tang cung nhan dffdc danh gia "Tich effe" Iff 33,8% nha dau tff hien tai va 41,7% nha dau tff tiem nang, tuy nhien, ty le eae ddnh gid "Tieu cifc" va "Khdng tac ddng" cung d mffc dang ke.
Ca cde nha dau tff va cd quan quan ly nha nffdc deu cho rdng, gid didn va gia nffdc khdng phai la ddng life dd'i vdi diu tff. Ben eanh dd, chi phi xu" ly cha't thai, tien Iffdng eho edng nhan, tien Iffdng cho nhan vien van phdng, tien Iffdng cho dpi ngu quan ly tai Quang Nam cung tffdng dd'i thap hdn so vdi cde dia phffdng lan can, nen ty Id cac ddnh gia mang tinh
BANG 4: TAC DONG COA MHOM YEG TO TAO MEN GIA TRj HIMH AMH VA DANH TIENG CGA DIA PHCTONG
Y 6 ' u t 6 ' H m h a n h c u a d i a phifdng Stf p h a t t r i e n k i n h l e Clia d i a phu'dng Sl/ tlf h a o cua d o a n h n g h i e p khi d a u tif laidiaphu-rtnp
B e n HT^
T N
rn H T T N
rq H T T N C O
Sfi y kig'n _ U < U U L ^
36 36 74 7 7 36
G i a t r i 0 7
0,4 0 . 4 1.1
K h d n g 4 7 5
59,5 6 3 . 9 2 2 . 2
'Hcb
4 0 . 5 3 0 . 6 5 0 . 0
RSft tfch 11.0 1 0 . 0 13.3 5.6 2 7 . 8 Chu lliich; HT; Nhd ddu IK hien i
quan ly nhd nUdc
', TN: Nhd ddu ttf tiem ndng; CQ: dgt dien caquc
BANG 5: TAC DONG CGA NHOM YEG TO TAO NEN GlA CA SAN PHAM DjA PHdCiNG yg^uttf
G i a t h u e d a t Phi q u a n ly h a t a n g G i a d i e n G i a nirdc C h i phi siV \^
c h a t th^i T i e n lifdng c h o c o n g n h a n Tien lu'dng cho nhan vien van p h o n g T i e n lu'dng c h o d 6 i n g u q u a n \^
Chi p h i t u y e n d u n g C h l phi d a o t a o l a o d o n g
B g n d a n b FIT
CO Sefy kig'n
d a n h g i a
36 G i a t l i
t r i m g 0 5
0 . 0
1 3 1.5
0.?
RS't t i g u crfc (%) 7,7
15 1 T i g u
crfc
(%\
74 3?v/
4-'
7 7 1 4
? - ' 6
IK^l
7 | 6
| M •-
\i\V 1^6 7 5 f
? V - 1 6 7
K h d n g t a c d $ n g
(%1 7 0 3 4 0 5
mfi
^4 4 94 7 H6 1 9 4 . 6 91.1 75 0 37 5 25.0 7.8 9 78 4 71 3 1 9 7 31.1 7.S7 7 3 f 7i.(;
11 1 1 7 3 16.C 8 '
r i c h crfc f%1 7 | h 47 7 11,8 41 7 7 / , 8
• ; 8 1,4 HM 7 7 7 6 / \ 0 7 ^ 4 11)4 41 /
;,/,4 18 4 6 9 4
• / 9 ^
^M /
\> ^
7 / 1 16 6 MM 17 6 7 ^ • (6 1 161 71 v / 8
HS't t i c b CLfC {%) 31.1 37 0 52.8 47 7
7.3 0 19.4 33 3 11.6 37 4 3 0 . 6 7 9 3 7 3 . 3 47 7 70 3 16.9 78 4 30 1 1 8 7 18.3 77 7 ChiA Ihich: HT Nhil mu
quan iy 'iha nKdc
iuhieu rai. TN: Nha ddu Itf liem nang: CQ: dai dien ce/quan
tich circ cua cac yeu to nay chiem 40%-60% tdng sd cac danh gia ctia nha dau ttr trong tirng nhdm.
Tuy nhien, chi phi tuyen diing va dao tao lao ddng lai la mdi quan ngai Wn nhat cua cac nha dau ttr va ca CO quan quan ly nha ntrdc. Gia tn trung binh diem danh gia ctia 2 yeu td nay thap hdn han so vdi cac yeu td cdn lai trong nhdm gia ca san pham dia phirang. D|c biet, chi phi dao tao lao ddng la yeu td trS lire ldn nha't vdi ty le mdi mu'c danh gia "Rat tieu cUc" va "Tieu circ" deu len de'n tren 20% is moi nhdm nha dau tU va cung cd Id,7% dai dien cd quan quan ly nha ntrdc dudc khao sat cung cho rang, tac d d n | cua ye'u tdnay la "Tieu ciTc".
PhSn phoi san phSm dia phifdng
Mac dil dirdc danh gia cao bdi cac cO quan quan ly nha nudc, nhung hoat ddng thdng tin, hrrOng dan lira chpn dia di^m dau tiT chi diroc danh gia la cd tac ddng
"Ti'ch cifc" va "Ra't tich circ" tir khoang 45% nha dau
105
tff hien tai va hdn 35% nha dau tff tiem nang. Hdn 40%
so Iffcing nha dau tff cho rdng, cdng tdc nay "Khdng tae dgng" den hoat ddng diu tu va y dinh dau tu'. Dac biet, cd den 16,4% nha dau tff tiem nang cho rang, hoat ddng nay gay anh hffdng tieu ciXc den y dinh diu hi cua ho.
So vdi hoat ddng thdng tin, hffdng ddn lira chon dia diem dau tff, quy trinh xff ly thu tuc dau tu' dffdc eac nha dau tff danh gia cao hdn. Tren 35% nha dau tir cho rang, yeu to' nay cd tac ddng "Ra't tich CLTC" va ty le ddnh gia "Tieh ci/c" cua 2 nhdm nha diu tff eung trong khoang 25%-35%. Ke't qua nay phan anh nd Iffc cua chinh quyen dia phiTdng trong eong tde ra Koat, hdp ly hda quy trinh xff ly thu tue dau ttr.
Khu^^ch trifdng san ph^m dia phffdng Mac diJ dai dien eac ed quan quan ly nha nu'dc dffdc khao sdt dffa ra cde danh gid to't ve tdc dong cua tai lieu va an pham quang ba dau tff, nhffng phan ldn nha dau tif eho rang, yeu to' nay chffa tde dpng de'n hp. Ty 16 lffa chpn mffc danh gia "Khong tdc dong" cua cac nha dau tu'la 56,8%
va 66,7%. Cd the nguyen nhan eua tinh trang nay de'n tff ehat Iffdng thdng tin va hinh thffc the hi6n cua tai lieu, an pham khi cac hinh thffc truyen dat thdng tin truyen thd'ng ngay cang mat di vai trd trong hoat ddng marketing.
Thong tin tren cae phufdng tten truyen thdng (bao.
truyen hinh...) cung khdng tac dpng de'n da so' nha dau tff (tren 80%). Dieu nay cd thd' dffdc giai thieh la eae thdng tin tren phffdng tien truyen thdng eua tmh Quang Nam trong thdi gian qua chi chu ye'u tap trung vao cac kenh trong nifdc, chffa tap trung dau tff cho ede kenh quang bd nffdc ngoai hoac qua mang. Trong khi dd, boat ddng xue tien dau tff trffc tiep thdng qua hpi ngbi, hoi thao, tham quan.. la hffdng di dung eua ehinh quyen Tinh khi ty le nha dau lffa ehpn cac mffc tdc ddng "Rat tieh cffc" va "Tich cffc" len de'n tren 60% va chi ed khoang 5% lira chpn mffe "Tieu CLTC".
Cdng chiing
Ke't qua kbao sdt cho tha'y, sff hdp tac cua ngffdi dan trong giai phdng mat bang la trd Iffe ldn dd'i vdi hoat dpng dau tir eac nha dau tff hien tai. Cd den 49% nha dau tff hien tai cho rang, yeu to' nay tac ddng "Ra't tidu cffc" va "Tieu eiTc" den hoat dpng dau tff va tren 30%
dai dien d cac cd quan quan ly nha nffdc dffdc khao sdt cung dong tlnh vdi nhffng ddnh gia nay.
Thai dp cua ngffdi ddn xung quanh dia diem dau tff va thai dp cija ngffdi dan trong xung dot vdi nha dau tff eung edn tdc dgng tieu cffc de'n khoang 20% nha dau tff, mac dii cd nhieu nha dau tff danh gid tich effe ve bai ye'u to'nay.
Chinh quyen dia phifdng
Ca nha dau tu" va cd quan quan ly nha nffdc dffdc khao sat deii danh gid cao tde dgng eua ehinh sach phdt trien kinh teden hoat ddng thu hiit FDI cua tmh Quang Nam vdi ty le danh gid "Rat tich eiTe" va "Tieh cu'c"
cua moi nhdm deu tren 60%, ty le ddnh gia "Tieu cffc"
ra't thap (ehi dffdi 7%). Hoat dgng ebi dao va dieu hanb cua chinb quyen dia phffdng cung dffdc danh gia ed tdc ddng to't den nba dau tff, tuy nbien vdn con 19,7% nha dau tff hien tai ebo rang, ye'u to'nay ed tac ddng "Tieu cffc" de'n boat ddng dau tff.
Quan he giffa chinh qux i^bffdng va cdng dong doanh nghie. • I'-^n nang ddng, sang tao cua cbih Ljuyen^di^
phirdng la hai yeu to dffdc uanh gia tot nha't trong nhdm yeu to' lien quan den chinb quyen dia phffdng. ktiong^cd :? kien danh gia tieu cffc nao cho 2 ye'u to nay tff ca nha dau tff va cd quan quan ly nha nude. Dac biet, co den tren 85% nba dau tu lUa elign mffc tde ddng "Ra't tich et;c"
va "Tich circ" khi danh gia tinh nang ddng eua chinh quyen dia phffdng. Ket qua danh gia kba quan ciaa nba dau tff danh cbo ehinh quyen cung phu hdp vdi danh gid ve nang lUc eanh tranb ca'p tinh eua tinb Quang Nam trong tbdi gian qua.
MOTSO'GIAI PHAP
De hoan tbien boat dgng marketing dia phffdng nham thu but FDI tai tinh Quang Nam, theo tac gia, can ltfu y mot so'va'n de nhff sau:
Mot Id, thUc Men dinh vi sdn phdm dia phUffng
De thirc bien dinh vi san pham dia phffdng, UBND Tinh can trien khai thu'c bien cae bffdc sau: Bffdc 1 - Nghien cffu bien trang nham ra sodt va danb gia cac did'm manh, diem ye'u cua tinh Quang Nam trong md'i tffdng quan vdi cde tmh, thanh pbd' trong vung Kinh te trgng diem miln Trung va ca nffdc, Bffdc 2 - Nghien cffu xu hffdng dau tff tren the gidi, xu hffdng chuyen dieh vd'n dau tff eua eac tap doan da quo'c gia, doanb ngbiep d ebau A va trong khu vffe Ddng Nam A va mdi trffdng thd' ehd' tbu hut dau tff tai Vidt Nam, de tff do xac dinh cd hpi, thdch thffc trong hoat dgng tbu hiit FDI ciia tinh Quang Nam trong thdi gian tdi; Bffdc 3 - Xdc dinh vi the' san pham dia phffdng nham xae dinh rd VI tri cua tinb Quang Nam trong ban d6 dau tff cua Vung, ca nUde va cd the la md rdng ra trong khu vue Ddng Dffdng hoac Ddng Nam A; Bffdc 4 - Pbo bien didng tin de khang dinb ro vi tri tinh Quang Nam da tbiet lap trong ban do tbu hut dau tff.
Hai Id, hodn thien chinh sdch sdn phdm: Xac dinh ro danh muc dau tff phii hdp vdi vd'n FDI; Giam thid gjan cap giay chffng nban diu tff va cac ihti tue hanh chffng I
ehinh hen quan; Cai thie.
dat dai; Tieh cffc diu tu p;., ha tang dong bo; Thay d"
dai dau tff; Phat trien hoa, vu tien ieh tai cac khu k\
nghidp, cum edng ngbiep
'"K" tae quan ly ' 'nen kd't cau Liy ve ffu
•ac dieh ' n cong
^ thffc
106
hidn e^i cdeh Uong linh vffe thud', hSi quan vd giai quye't to't thu hae hanh chinh pbat sinh; Nang eao cha't Iffdng nguon nhan lu'c;
Phdt Uien cdc nganh cdng nghidp bd trd.
Ba Id, hodn thifn chinh sdch gid cd sdn phdm dia phUffng
Thd nhdt, UBND Tinb can quan hidt eho cdc cap chinh quyen tinh Quang Nam thay doi nhan thffc ve chid'n Iffdc gia ca sSn ph^m dia phffdng. Cu die: Uong thdi gian tdi, vdi dinh hffdng tbu biit dau tff mdi, eac nha dau tff se chu trgng ede yeu to' ve:
ng?inh cong nghiep hd ttd, nguon nban lUc chd't iffdng eao, tbu tuc hanb ehinh, thue, hai quan hdn la cdc ffu dai hoae tien thud dd't va chi phi quan ly ha tang. Vi vay, cdc sd, ban nganh, dia phffdng va ban quan ly eac khu kinh te, khu cdng nghiep, cum cong nghidp khdng ndn xem gid ea la dac di6m not bat nhat de gidi thieu vdi nha dau tff nffdc ngoai ma thay vao dd bdng ede uU diem khac phiJ hdp vdi nhu clu cua nha dau tff.
Thu: hai, Trung tam Hanh chinb cdng va Xiic tid'n diu tff nen to chffc thu thap thong tin, khao sat cae nha dau tff de xac dinh gia ca theo dinh nghia rgng la tat ca cac ehi phi trung binh mgt nha dau tff phai bd ra vd. ldi ieh bi md't di tfnh trdn mgt ddn vi doanh thu hoae ldi nhuan de trien khai dff an diu tff. Cach xac dinh gia ca theo dinh nghia rpng se cho eae ed quan quan ly nha nffdc thdng tin toan dien hdn v^ thffc td' gid ed ma liba dau tff phai tra khi trien khai du an dau tff tai Quang Nam so vdi cdc dia phffdng kbac trong vung va tren ca nffdc. Tff dd xdc dinh dffdc phffdng thffc canh tranh ve gia hdp ly hdn.
Bdn Id, hodn thim chinh sdch phdn phdi sdn phdm dia phutmg: Da dang hoa cac kdnh thdng tin, hffdng ddn nba dau tff nffdc ngoai lffa chgn dia diem dau tff; Ddn gian hda quy trinh xff ly tbu tuc diu tff
Ndm Id, hodn thi^n chinh sdch khueeh trUffng: Cai tbien cdng tac xdy dffng va quang ba cae an pham, tai li$u; Hoan thien ndi dung thong tin website xue tid'n dau tff; Nang eao hieu qua ebffdng trinb xue tid'n dau tff trong nudc va nudc ngoat; Md rong quan hd hdp tac trong xije tie'n dau tu.
Sdu Id, ndng cao nhqn thdc, thdi do cua cong chting: Xay di^ng va trien khai thuc hidn ke hoach tuydn truyen tap trung vao ede quy dinh eua phap luat lien quan den cdng tac giai phdng mat bang, ldi ieh eua hoat dpng dau tff dd'n ddi so'ng kinh te - xd bdi cua ngffdi dan dia phffdng dd'n ngffdi dan d cdc khu vifc dang va sSp thffc hidn giai phdng mat bang.
Bdy Id, tie'p tuc hodn thi^n ndng life cua chinh quyen dia phUffng. Cu the can:
- Cde ca'p cbinb quyen qudn triet vdi doi ngu can bd, cong chffc lam cdng tac xiic tien dau tff, dd la: nha dau tff trffde he't la khaeh hang, khdng pbai la dd'i tffdng bi quan ly va can bp, edng chffc la ngffdi cung ed'p dich vu nen edeb tie'p can, giao tie'p vdi nha dau tff pbai pban anh pbu hdp vdi vai trd cua tffng dd'i tifdng.
- UBND Tinh xay dffng va ban hanb quy ehe giao chi tidu cu the cho ede ed quan, ean bd, cdng chffc, vidn ehffe lam cong tae xuc tid'n diu tu de cd the ddnh gia cu the mffc dp hoan tbanh cdng vide eua tffng ngffdi va cd che'dd khen thudng xffng dang cho nhffng ca nhan, ddn vi fim kie'm, thu but dUdc nha dau tff.
- UBND Tinb ra soat va dieu ehinh ede quy cbe, quy dinh lam vide cua cdc cd quan quan ly nha nirdc ve diu tu tren dia ban Tinh theo hffdng tang cffdng traeh nhiem cua cac cd quan chffc nang trong viee giai quye't eac yeu cau cua doanh ngbiep, tao mdi trUdng dau tff chuydn nghiep, thdng thoang, cd sff dong banh mgi luc, mgi ndi giffa cd quan quan ly nba nffdc va doanh nghiep.
- Trung tam Hanb ehinh cong va Xuc tie'n dau tff, ban quan ly ede khu kinb te, khu edng ngbiep, cum edng nghidp can phan cdng can bd, cdng chffc, vien chffc phu traeh trffc tie'p cae nha dau tu vffa dffdc ca'p giay chffng nhan dau tff de tie'p tuc hen lac, ho trd nha dau tu cac thu tuc hodc tu van vl phap ly va thdng tm cln thie't khi nha dau tU ed ydu eau.Q
TAI LIEU THAM KHAO _ -- 1. UBND tinh Quang Nam (2018). Bdo cdo tinh hinh kinh ti' - xd hoi ndm 2018
2. Nguydn Dffc Hai (2013). Marketing ldnh thd nhdm thu hiit ddu tutruc tie'p nudc ngodi trin dia bdn thdnh phdHd Ngi, Luan an tien sT, Vien Nghien cu^ Quan ly kinh te' Trung ffdng
3. Pham Cdng Toan (2010). Marketing ldnh thd vdi viec thu hut ddu tu phdt trien d tinh Thdi Nguyen, Luan dn tie'n si, Trffdng Dai hpe Kinh td' Qud'c dan
4. Ashworth, G. J., & Voogd, H. (1990). Selling the city, London; Belhaven 5. Kotler, P. (2002). Marketing places: Simon and Schuster
6. Kotler, P., Haider, D. H., & Rein, I. J. (1993). Marketing Places: attracting investment, industry, and tourism to cities, stales and nations. Free Press
7. Metaxas, T. (2010). Place marketing, place branding and foreign direct investments: Defining their relationship in the frame of local economic development process, Place Branding and Public Diplomacy, 6(3), 228-243
