KINH DOANH
QUAN LY BAN HANG DA KENH veil GIAI PHAP CONG NGHE
• NGUYEN QUOC THANH - VO THj THANH H J O N G
TOM TAT:
Phffdng thffc ban le cua ede doanh nghiep vffa va nho d Viet Nam hidn nay dang thay dd'i eung vdi sff phat trien manh me cua mang xa hdi va ede thie't bi di dong. Omniehannel - bdn hang da kenh la khdi niem mdi xua't hien trong thdi gian gan day va tao ra mdt xu hu'dng ban le hidn dai, tidn ldi. Diiu do tao ra nhieu cd hpi, nhimg eung di ciing nhieu thach thffc ma eac doanh nghidp phai tim each du'dng dau. Bai vid't tap trung vao cdc giai phap ve mat edng nghd nham hd trd edc doanh nghidp trong bdn hang da kenh.
Tff khda: Bdn hang da kdnh, omniehannel, phan mem quan ly bdn hang da kenh.
1. Gidi thieu
Sff phdt trien cua cdng nghd thdng tm, website, mang xa hpi eung eac ffng dung tren ede thie't bj di dong da lam thay doi edeh thffe ma ngffdi lidu dung nghidn cffu, tim kid'm thdng tm va mua sam hang hda, sff dung dich vu. Dieu nay khie'n eho cdc doanh nghidp cung phai thay doi manh me each ihffc lie'p can khach hang, ngoai eac diem trffng bay, gidi thieu san pha'm, dich vu truyen thd'ng, doanh nghidp eung tao ra edc kdnh bdn hang da dang: cdc mang xa hdi, website, ffng dung di ddng, tham gia ede san thffdng mai didn tff,... Thudt ngff ban hang da kdnh xuat hien keo theo nhi^u thdch thu'c dat ra cho doanh nghiep. Sd' IffOng kdnh ban hang cang nhieu kdm theo do la nhffng ed hpi, ihach thffc dat ra ngay cang ldn gay nhieu khd khan cho vide quan ly eua eae doanh nghiep. Tff do, song song vdi cdc ehid'n lffde kinh doanh ddi hoi ngay cang eao, doanh nghiep eung phdi thay ddi trong each thffc quan ly, tim kid'm cdc giai phdp va dac bidt la tim each ffng dung edng nghd thdng lin cho vide quan ly bdn hang trdn cac kdnh. Ban hang da kenh la vide cac cdng ty sff dung nhieu
kdnh khdc nhau de thu hut khdch hang chu y de'n san pha'm, dieh vu eua doanh nghiep minh. Hidn nay, ede doanh nghidp cd the sffdung 5 kdnh tid'p thl san pha'm dd' gidi thidu hang hda, dieh vu dd'n khdch hang eua minh,bao gom:
- PCS (Point of Sale): Thual ngff nay dung dd' ehi mang Iffdi die'm bdn le truyen tho'ng, vi du nhff effa hang tap hda, cffa hang trung bay va mua sam, sidu Ihi.. Trong thdi gian qua mac du ed nhieu kenh gidi thidu san phd'm mdi xud't hidn nhffng POS van la mdt kdnh gidi thidu hidu qua, dac bidt khi san pha'm, dich vu ed gid tri ldn va thdi quen cua ngffdi tieu diing Viet Nam van mud'n "nhin tan mdt, sd tan tay",
- Website: website cua mdt doanh nghidp dffde coi nhu' cffa hang trffc tuye'n tai gia gidi thidu thffdng hieu, san pham, dieh vu eua doanh nghiep dd'n vdi ngffdi tieu diing. Doanh nghidp phai xay dffng giao dien, xdy dffng cdc ehffe ndng cho website, dang ky ten mien, mua hoae thue mdy ehii de' dat website va quan ly cae giao dieh trdn Web. Trong thdi ki dau cua thffOng mai dien iff, website tffng dffdc eoi la giai phdp ffu viet dd'i vdi
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edc doanh nghidp trong vide dem thffdng hidu va sa n pha'm dd'n khach hang.
- Mang xa hdi (Social Network): Tan dung chffc nang kd't nd'i cua mang xa hpi dd' gidi thieu san pham, dich vu eua doanh nghidp dd'n vdi ngffdi tieu dung. Theo thd'ng ke eua trang Dream Grow, top edc mang xa hdi dffdc sff dung pho bie'n nha't trong nam 2018 la: Facebook cd so' ngffdi sff dung hoat dpng hang thdng la 2.070.000.000, Youlube cd so' ngffdi dung hoat dpng hang thdng la 1.500.000.000, Instagram la 8000 trieu. Twitter la 330.000.000, Reddit la 250.000.000,... Mdi hd thd'ng cd mdt dac thu khde nbau, each thffe boat ddng, ffng dung eung khdc nhau. Doanh nghiep can hieu rd cdch thffc cua tffng he thd'ng dd' cd the' xay dffng cac chie'n Iffpc ban hang hieu qua.
- San thu'dng mai didn iff: Day la cau nd'i giffa ngffdi mua va ngffdi ban, dffdc xem nhff chd trffc tuyd'n. San giao dich didn tff thffc chd't la website cung ea'p dich vu thffdng mai dien tff. Website nay dffdc xay dffng eho phep cdc ca nhdn, doanh nghidp thue hien hoal dpng mua, bdn va ede giao dich thffdng mai khdc. Cac san thffdng mai didn tff noi tid'ng tren thd' gidi hidn nay eo the' ke dd'n nhif:
Amazon ddt tru sd ehinh ndm tai Wasington, Hoa Ky. Amazon ed quy trinh ban hang trifc tuyd'n chat che, uy tin ndn nhan dffde sff ung hd vd tin tffdng cua dai da so' ngu'di dung, kd' ca ngu'di mua va ngffdi dung; tie'p theo dd la Ahbaba, Ebay, Bestbuy, Walmal, Target Corporation .
- Ung dung di ddng (Mobile App): Song song vdi cac kdnh ffng dung cdng nghe khac, ffng dung di ddng dffde sff dung ngay cang phd' bid'n cd the giiip doanh nghiep quang bd va bdn san pha'm, dich vu cua minh, tang kha ndng tid'p can khdch hang, dac bidt nhdm khaeh hang thu'dng xuydn sff dung internet mdi khi ed nhu eau hang hda, sff dung dieh vu ngdy cang tang cao.
Hau hd't ngifdi tidu diing hidn nay ddu sffdung cae thie't bi di ddng de dffa ra cdc quye't dinh mua sam. Hp sff dung nhieu kenh giao dieh (mang xa hdi, blog, trang web, ffng dung di ddng, effa hang truyen thd'ng,...) eua ede doanh nghiep vao nhieu thdi die'm khae nhau trffde khi di dd'n quye't dinh mua sam. Do vdy, nhidm vu ciia doanh nghidp la phai Iudn san sang tffdng tdc vdi khdch hang d ta't ea ede kenh. Du d kdnh nao, doanh nghiep ciing phai cung ed'p eho khdch hang thdng tin nhal qudn
vi ehung loai san pham, gid ca, ehinh sdch bdn hang, khuyd'n mai, dieh vu sau bdn hang,... Mo hinh ban le da kenh eho phep khdch hang quyg't dinh thdi gian, dia diem, phffdng thffc thanh toSn eung nhff hinh thffc giao hang. Cang nhieu kdnh giao tie'p, tid'p xiic vdi khdeh hang, doanh nghiep eang cd nhieu cd hdi hid'u them ve khach hang eua minh, tff do ed the' cung ca'p nhffng san ph^m, dich vu phu hdp vdi nhu cau, dae diem cua nhiSm khdeh hang.
2. Nhffng thach thu'c trong ban hang da kdnh Hien nay, cdc doanh nghidp bdn Ie da kenh cho rang doanh thu da bi giam, trai vdi mong ddi tdng doanh thu khi phdt trie'n da kdnh. Cae ye'u t^gSy ra khd khdn trong ban hang da kdnh bao gom;
Thd nhd't, vide kid'm soat Iifdng hang ton kho la mpt bdi todn khd cho doanh nghidp. T6n kho san pham nhieu se gay ton tha't nhieu ehi phi (chi phi san pham, chi phi lffu kho, eac chi phi cd hpi,...), nhifng neu Iffdng tdn it lai khdng dap ffng kip lh6i nhu cau cua ngffdi tieu dung. Khi doanh nghiep md rdng sang cdc kdnh bdn hang mdi, hp can co sSn hang tdn kho dd' hd trd cho edc kdnh nay. Nhu cau tidu dung tren cdc kenh khde nhau, Iifdng lieu dung cung khdc nhau. Cang nhieu kdnh, giai biii todn dp chinh xdc cua Iffdng tdn kho edc san pham cang trd nen quan trpng, ddi hdi doanh nghiep cia Iffu trff sd'lidu cin thid't, dd' iff dd cd the'phdn tich, dff bdo Iffdng ion cdc san pham trong mpl ddn vi thdi gian.
Dd'i vdi bai todn nay, phan mem Excel ket hdp vdi cae edng eu phan tieh, dff bao ed the gidi quyel dffpc va'n d l . Tuy nhien, ve Idu dai, khi so'lffdng dff hdu Idn, so' ddn hang tang eao, thi mdt phan mem chuyen dung, tam gpi phan mem A, se can du'dc xay dffng dd' thffe hidn cae ydu cau rieng cOa doanh nghiep.
Phan mem A khi xdy dffng can ed cac chiJc nang:
- Lffu trff thdng lin Iffdng tdn cdc mat hang - Theo doi Iffu Iffdng cua cdc mat hang theo dinh ky thdi gian
- Chffc nang thd'ng ke, phan lich dff lidu tr6n tffng kdnh
- Chffc nang bao cao,...
Thd hai, va'n de kie'm sodt ddn hang dm. Ddn hang am la cae ddn hang dffde chd't vdi khdch nhffng Iifdng t6n san phd'm trong kho khdng con hoac khdng du ddp ffng theo yeu c^u eiia ddn
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KINH DOANH
hdng. Dieu nay dd xay ra ke' ca khi ehffa eo khai nidm bdn hang da kdnh, khi da kenh, Iffdng khdeh hdng lang, ddn hang nhieu, sif ch6ng cheo giffa cae ddn hang, cdc kho cang Iam cho bai toan them nghiem trong.
Cdng nghe bat bupc phai dffde sff dung d bai toan nay, theo cdch ddn gidn, doanh nghidp cd thd' SLf dung Excel ghi nhan Iifdng t6n kho, ke't hpp chia s^ trffc tuyd'n nham nha't qudn dff lidu tdn kho. Sau do, doanh nghidp bd' tri nhan Iffc trdn tffng kdnh hdn hang, mdi khi cd ddn hang dffde thie't lap thi se vao tdp tin quan ly Iifdng ton kho trff di so' Iffdng sdn pha'm vffa ban. Tuy nhidn, each nay vdn chi phti hdp khi sd' lu'dng ddn hang it, va lu'dng dd'i thu cdng. Ndu 1 hoae 2 ngifdi ban hang cung lue tren nhieu kdnh, viee ban nhieu ddn hang trdn nhi^u kenh mdt ngay se khid'n nhan vien ban rpn, nhieu khi nham Ian hoae quen, khdng cd thdi gian vdo file quan ly kho de trff di san phd'm da ban, se lao thdnh cdc sai sd'.
Phffc tap hdn, eae doanh nghiep eung ed thd' sff dung phan mem quan ly kho chung cho td't ea ede kenh, phan mIm B, tif ddng giam trff Iffdng ton san phim trong kho khi ddn hang dffdc thie't lap. Cdch nay khac phuc du'dc 2 nhuTdc did'm ma giai phap truydn thd'ng gap phai, dd la vide tie't kiem dffde nguon Iffc tren tffng kdnh (giam chi phi) va quan Iy du'dc hang hda tren ta't ca cac kenh ngay ea khi nhieu ddn hang trong ngay cung khdng lo nham lan, sai sol thdng tin.
Phan mem B khi xdy dffng can cd cac chffc nang:
- Theo ddi thdng tin lifdng ton kho cua cdc mat hang
- Quan ly du'dc sd' lu'dng ldn ddn hang dffdc ehd't lai ciing thdi diem
- Tff ddng giam trff Iffdng ton khi ddn hang dffpe chd'i hoac tang khi ddn hang bi buy
- Khdng cho phep tao cae ddn hang am - Chffc nang bdo cdo, thd'ng kd,..
Thd ba, td'c dp giao hang. Dam bao dffde Ihdi gian giao hang nhanh nhd't la mdt va'n de ldn dd'i vdi bdn hang da kdnh. Hau nhif moi khdeh hang deu mud'n nhan difde san pha'm irong khoang thdi gian sdm nha't ed the'. Doanh nghiep can eung cap da dang hinh thffc giao nhdn hang. Khdeh hang cd Ihe nhan hang tai ndi lam vide trong gid hanh chinh, tai nha ngoai gid hoac mua trffc tuydn nhffng nhdn hang tai cffa hang hoac kho gan nha't.
Khi giao hang tan nha, nhieu bai toan khd se difdc ddt ra dd' giai quye't va'n de chi phi giao hang nhff: bai todn phdn ehia ddn hang giao (theo khu vffc, theo thdi gian, theo chung loai san pha'm,...), bai todn tim du'dng di ngan nhd't.
De giai quyd't cdc bai loan nay, doanh nghiep cd the' tao ra bd phan giao hang, ddng thdi xdy dffng quy tnnh giao hang td'i ffu eho mdi kdnh. Sff dung cdc cffa hang truydn thd'ng nhff la mdt trung lam phan phd'i, xff ly ddn hang cung la mpl diiu td't ye'u nen lam. Tan dung nhan vien d cdc bd phan khae eung la mdt y kid'n hay, Wallmart la mdt vi du did'n hinh, gan day hp dffa ra thdng bdo ed ke'hoach eho se tra eho nhan vidn them tien di ho giao hang dd'n nha cho khdch, nd'u lien dffdng tff ehd Iam ve de'n nha.
Doanh ngbidp cung cd the' sff dung dieh vu eua ede ddn vi giao hang ehuydn nghiep hidn dang rd't phdt trid'n d Viet Nam, nhif: giao hang nhanh, giao hang tid't kiem, Viettel Post... Mud'n sff dung edeh nay, doanh nghiep cdn cd phdn mdm C kd't nd'i cdc ddn vi van chuyen chuye'n nghiep. Phan mem C khi xdy dffng can cd cdc tinh nang:
- Quan ly, ke't nd'i ede doanh nghidp giao hang - Bdo cdo so sdnh thdng rin nhan hang cua cdc doanh nghiep: chi phi, thdi gian giao hang ffdc tinh, .
- Chffc nang theo ddi tinh trang giao hang Thd tu, thanh todn trong bdn hang da kenh. Mdc du phffdng thffc thanh todn bang tien mat van dang du'dc sff dung pho bie'n tai Viet Nam nhifng da sdm bdc Id nhieu khuyd't diem nhff: tinh an toan kem, nguy cd rui ro, ma't mat cao. Dac bidt khi dffng d gdc dp eua ngffdi ban hang, ddn hang ed the' hi buy vi khdch khdng cdn mud'n nhdn san phd'm hoac cung CO thd' do eanh iranh khdng lanh manh giffa ede ngffdi ban eung mdt mat hang. De' giam thid'u rui ro cho phia ngifdi bdn, bdn canh vide hoan thien qui trinh giao hang tffdng ffng vdi phffdng thffe
"thanh todn khi nhdn hang", doanh nghiep ndn da dang eae phffdng thffc thanh loan, b^ sung thdm cae phffdng thffc hien dai hdn (thanh todn khdng dung tiln mat) dffa trdn nen lang internet va eong nghd thdng lin, nhff: thanh toan bang chuye'n khoan, dieh vu internet banking, mobile banking,...
Doanh nghiep cung cd thd' sff dung binh thffe thanh todn bdng vi dien tff, difa vao ben trung gian nham tao them sif tin tu'dng cho phia ngffdi mua hang. Hidn cd ra't nhidu doanh nghiep cung ea'p
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dich vu vi didn tff, trong nffdc co Ngan Iffdng, Bao Kim, Payoo, MoMo,... thanh todn qud'c te' ed Paypal, AlertPay, WebMoney,
Nhff vdy, di bd' sung cdc phifdng thffc thanh lodn khdng dung lien mat, tren cdc kenh bdn hang cua doanh nghidp can cd chffc nang "nhung" ede hen ke't vdi chffc nang thanh todn cua ede ddn vi cung ea'p dich vu thanh todn. Kem theo dd la ehffe nang qudn ly, theo ddi tinh trang thanh loan cua ede ddn hang.
Thd ndm, quan ly va phanlichdff lieu. De'boat ddng kinh doanh dat hieu qua eao, eae doanh nghiep can quan ly dff lieu khach hang mdt cdch cd he thd'ng va bai ban. Day ciang chinh la cd hpi nang cao doanh thu eho doanh nghiep va la ed sd dd lap kd hoach bdn hdng. Dff Iidu chinh cdn quan ly cua khdch hang, bao gdm: hp ten khdch hang, dia chi, ngay sinh nhat, sd'didn thoai... Nhd ed cdc thdng tin nay, doanh nghidp xay dffng md'i quan he than thie't va ben vffng vdi khdeh hang. Chang han nhff chffdng trinh khuyd'n mai mffng sinh nhat, tich die'm nhan ma giam gid hoac gffi cdc thdng tin khuye'n mai. Song song dd, doanh nghidp can quan ly chat che lich sff mua hang eua khdeh hang.
Nhffng thdng tin vi hda ddn mua hang can dffde lifu trff va theo ddi. Cdc Ihdng tin nay ehinh la eae ed sd de theo ddi vide ban hang eua nhdn vien, han chd' linh trang sai sol, that thodt cho doanh nghidp. Lieh sff mua hang edn giup doanh nghidp de dang tim kid'm cac khach hang cu, khdch hdng than thie't de' thdng tin ede san pham mdi hoac ehffdng trinh khuyd'n mai. Khi cdc kdnh cua doanh nghidp sinh sdi nay nd, so' Iffdng dff hdu se biing no theo cap sd' nhdn, so' Iffdng ngudn dff Heu doanh nghiep can phai quan ly ciing se tang. Dieu ndy dat ra nhffng thdch thffc eho va'n de luXi trff, cung nhu' phan tich dff lieu de' truy xua't thdng tin iheo yeu cau. De' gidi quye't bai todn nay, doanh nghiep ed the dau tu'he thd'nglffu trff dff lieu, cung nhif sff dung cac phan mem de phdn tieh. Dieu nay eung keo Iheo mdt phan chi phi khdng nhd eho he thd'ng eung nhff qud trinh vdn hanh, bao tri, bdo dffdng.
3. Thi/c trang ban hang da kenh va mdt so' kie'n nghi de' phat trie'n ffng dung cdng nghe trong ban hang da kdnh d Vidt Nam
Theo dff bdo eua Hidp hpi Thffdng mai didn tff Viet Nam, nam 2020 quy md thi trffdng ban le trffe tuye'n eua Viet Nam se dat 10 ty USD, chie'm 5%
thi trffdng bdn le. Cung trong dff bdo nay, cac
chuyen gia cho rang kinh doanh nganh Ban le dang thay dd'i iheo xu hffdng da kenh. Viet Nam la thi trffdng tiem nang cho ede doanh nghi§p thffdng mai dien tff. Theo thd'ng ke gan day cua facebook, Viet Nam hien cd khoang 30 tridu tigxsbi thffdng xuyen sff dung mang xd hdi facebook va con so nay tang trffdng mdi ngay. Nhff vay, vdi dSn sd'hdn 90 trieu dan thi cd tdi 1/3 ddn sd'Vidt Nam biet va thffdng xuydn sff dung facebook. Facebook thd'ng kd ngffdi Viet mdi ngay danh il nhd't 2,5hdl truy cap mang xa hpi nay, eao hdn nhieu so vdi thdi gian sff dung truyen hinh. Do tudi trung binh eiia ngffdi dung vao khoang 18 dd'n 34 tudi, theo do dieh vu mua sam tren facebook eung tang cao. Ben canh do, ngay cang nhieu ngffdi sff dung cdng cu tim kie'm phd bid'n nhi/ google de xem vd tim hieu san phd'm, dich vu trffdc khi quyet dinh mua sdm, Do dd, hidn nay ede doanh nghiep dang tich cffc phdt trie'n nen tang bdn hdng da kdnh thdng qua trang web, san thufdng mai didn tff, mang xa h6i„
dd' thu hul khdeh hang.
Theo Bdo cdo nghien effu thdi quen sff dung mang xa hdi cua ngurdi Viet Nam nam 2018 cua Vinareseareh, so Iffdng ngffdi mua sam qua mang xd hdi ngdy cang tdng vd dang la boat ddng pho bid'n. Cd 95.8% ngifdi dffde hdi tra ldi rang hp da tffng mua hang qua mang xa hdi. Trong do, mifc dd mua sam thffdng thffdng xuydn chiem 31.2%.
Khao sat hidn trang ffng dung cdng nghe trong ban hang da kdnh hien nay, phan ldn cac doanh nghiep lai Viet Nam dang li^a ehpn giai phap eua moi doanh nghiep cdng nghd thdng tin nham hd trd ve mat cdng nghe, ed the' ke' ra d day:
- Vinamilk, Juno, Biti's, AEON, The Coffee House, Thien Long, Con Cu'ng, Kem Nghia,,. sO:
dung giai phdp eua haravan.com.
- Thdi Dffdng, Sdn Ha, Alphabooks, Viglacera, Net Hud', BeeMart,.,. sff dung nen tang ciia sapo.vn.
- Sen Dd, Lazada, DHL, CMC, VNPay, MB Bank,... sff dung giai phdp tff bota.vn.
Voodle House, Dep House, Smax, Viettel Store,., sff dung edng nghe Omnichannle dd'n lif ViettelSale.
Cdc nen tang edng nghd mdi phdt trien nhanh ehdng khid'n cho edeh thffc van hanh kinh doanh eiia cdc doanh nghidp eung phai lien tue thay doi va cap nhdp cdng nghd de' canh tranh va tdn tai.
Doanh nghiep khdng thd' dffng ngoai eua qua trinh
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KINH DOANH
nay. Nd'u nhff trffdc day, nha sdng lap tap dodn Microsoft, dng Bill Gate eho rang doanh nghiep khdng the' khdng kinh doanh tren internet thi hidn tai chung la cd thd tha'y rd internet ton tai gan lien vdi mdi irffdng hoal ddng cua doanh nghidp. Cac kenh bdn hang khdc nhau difdc phdt trie'n va md rong khdng ngffng. Trffde day, cdc doanh nghiep chi chu irpng vao website de' gidi ihieu va ban hang, nhffng ngay nay doanh nghiep phai md rdng nhieu kdnh bdn hang hdn nhif mang xa hdi, cdng cu chat irffe tuyd'n, tdng dai cloud,... Tuy nhien, khi doanh nghidp ed nhieu cdc kenh ban hang, mdt mat cung ca'p them eho doanh nghidp nhieu each ihffc de lie'p can khdeh hang eiia minh, nhffng mat khac cung gay ra ra't nhi^u khd khan dd' doanh nghiep quan Iy dffdc khdch hdng trdn td't ea ede kenh do. Cdc doanh nghidp tre dang lan dung thd' manh ve cdng nghd thdng lin dd' lam cdng eu eanh tranh vdi doanh nghiep gid edi thffdng khd khan trong vide thay doi va thich ffng. Dd' ldm dffde dieu nay dat hieu qua eao, eac doanh nghidp can chii y cdc vd'n de sau:
Thd nhd't. tuy Iheo quy md va dac thii boat ddng md mdi doanh nghiep se ba't budc phai sff dung mpl so' loai phan mem nha't dinh. Tuy nhidn, tff tnfdc de'n nay chicd phan mem ke'todn dffpe eoi la bat bupc phai cd du cd la doanh nghidp nhd hay sidu nhd. Nhffng vdi hidn trang hidn nay nhff da phdn lich d trdn, de gidi quye't ede bai toan trong ban hang da kdnh, doanh nghidp can ra't nhieu phan m^m hd trd (phan mem A, B, C, D,...) dieu nay lai phdt sinh nhieu rac rd'i khdc
- Ddi ngu nhan vidn phai hid'u rd cdc boat ddng, van hdnh cua cac phan mem.
- Quan ly dff lieu trdn cac phan mem ehdng cheo, thid'u nha't qudn.
Dodd, can thie't mdt phan mem nhff Id mdt giai phdp tich hdp giai quye't cac vd'n de dat ra khi ihffc hidn ban hdng da kdnh.
Thd hai, doanh nghiep can dam bao ede chffc ndng td'i thie'u c^n phai cd cua mdt hd thd'ng ban hang da kdnh va bd sung nd'u thid'u. Trdnh de' xay ra linh trang ddnh trao khai nidm giffa da kenh (Omnichanel) va nhieu kdnh (Multiehanel). Khdng phdi cff md nhieu kenh ban hang thi goi la da kdnh ma mdu chd't cua bdn hang da kenh Id sff ke't nd'i.
Cac ehffe ndng td'i thieu dd dam bao cho mdt hd tho'ng da kdnh boat ddng bao gom:
- Hd trd ban hang da kenh (cffa hang truyen
thdng, website, san thu'dng mai didn tff, mang xa hdi, thie't bi di ddng,..)
- Quan Iy san pham, nhdm san pha'm - Quan ly ddn hang, kid'm sodt va'n de ddn hang dm
- Quan ly cae ehffdng trinh qudng edo, khuye'n mai
- Quan ly thdng tin khdch hang, lich sff mua hdng
- Quan Iy thanh loan, tich hdp ede chffc ndng thanh loan khdng dimg lien mat
- Quan ly giao hang, tinh hdp ehffe nang lien kd'l vdi cdc doanh nghidp giao hang ehuydn nghidp - Cd sd dff lieu lap irung durde quan Iy bdi phan mem chuydn nghidp
- Phan lich dff lieu, dff bdo nhu eau, de xud't lu'dng tdn cho tffng san pha'm
Thdba, doanh nghidp can hid'u rd cae khd khan ciing nhff thd'y dffde tam quan trpng cua vide ffng dung edng nghd thdng tin trong quan ly ede kenh bdn hang, doanh nghidp ed hai lffa chpn de giai quyd'l cdc khd khan nay: iff xay dffng phan mem quan ly va sff dung giai phap cua doanh nghiep ehuydn ve edng nghe thdng tin.
Dd'i vdi giai phdp tff xdy diTng, doanh nghidp ed the' thanh lap bd phdn IT, xay dffng phan mem tdng the giai quyd't cdc thdch thffc trong bdn hang da kenh. Do hie'u rd nhffng khd khan nhff da phan lich, bid't difde cdc chffc nang cdn thid't, phdn mem ed the' dffdc xay dffng de dang va hoan todn phii hdp vdi ydu eau cua doanh nghidp. Khi cdn cap nhat hoae sffa ldi cho he thd'ng, dieu nay cung cd thd thffc hidn dd dang vd nhanh chdng, dff lieu kinh doanh dffdc Iifu trff lai doanh nghiep nen mffc dp an todn cung td't hdn. Ngffdc lai, chi phi eho va'n de xdy difng va duy tri mdt bp phan IT nhif vay Id khd Idn.
Dd'i vdi giai phdp cua doanh nghidp IT, d Viet Nam hidn nay, cd ra't nhieu cdng ty cdng nghe phat tnen giai phdp tieh hdp nhff Haravan, Bizweb, GEN,... Cac nen tdng nay eung cd'p cdng eu hd trd hau hd't cac ydu cau cua doanh nghiep trong bdn hang da kenh, luy mffc dp phii hdp khdng hoan loan nhffng yeu cau dieu ehinh cd the thffc hidn dffde. Chi phi eho giai phdp nay eung d mffc chap nhdn dffde. Mpt nhifdc diem khd ldn ciia edeh nay la dff lieu kinh doanh cua doanh nghidp difdc lffu trff d doanh nghidp IT nen cam giae khdng dffde an toan.
So 11 -Thang 6/2019 365
4. Ke't Iu3n
Ban hang da kenh Id xu hffdng ta't yeu cho cae doanh nghiep, tuy nhien ben eanh nhffng ed hdi va hieu qua kinh id' do da kenh mang lai thi doanh nghiep eung gap nhieu thdch thffe trong vide quan ly cac kenh. Vide ffng dung edng nghd ed thd coi la giai phdp duy nha't va bat budc danh eho doanh nghiep. Ung dung nhffng gi, mffc dp nhff the nao
thi cdc doanh nghidp can phai can nhac, sao cho phil hdp vdi chie'n lufde phdt tridn cua doanh nghidp. Bai viel phan tich nhffng thdch thffc trong bdn hang da kenh va vide ffng dung cdng nghe cho bdn hang da kdnh, ddng thdi dffa ra cdc giai phdp eho cac doanh nghidp khi tid'p can he thd'ng da kdnh nham muc dich cd dffdc mpt he thdng quan ly ban hang da kenh hieu qua •
TAI LIEU THAM KHAO:
/ https://wwwdreamgrow.com/
2.https-//www.dammio com/2018/10/08/cac-so-heu-thong-ke-intemet-viet-nam-nam-2018 3.httpsV/doanhnhansaigon.vn/marketing-quang-cao/nganh-ban-le-phat-trien-da-kenh-1073544.html
Ngay nhan bai: 11/5/2019
Ngay phan bien danh gia va su'a chffa: 21/5/2019 Ngay ch3'p nhan dang bai: 31/5/2019
Thdng tin tdc gtd-
ThS. NGUYEN QUOC THANH ThS. VU THI THANH H U O N G Tru'dng Dai hpc Tai chinh - Marketing
OMNICHANNEL MANAGEMENT WITH TECHNOLOGY SOLUTIONS
• Master. NGUYEN QUOC THANH
• Master. VU THI THANH HUONG University of Finance - Marketing ABSTRACT:
Retailing methods of small and medium-sized enterprises in Vietnam are now changing along with the strong developmeni of social networks and mobile devices. Omniehannel is a recently introduced cross-channel sales concept and has created a modem and convenient retail trend.
This concept creates many opportunities as well as challenges for enterprises. The article focuses on technological solutions to support enterprises in implementing omniehannel.
Keywords: Multi-channel sales, omniehannel, omniehannel sales management software.
366 So 11 -Thdng 6/2019
