CO CHE, C H I N H SACH VA CAC CONG CU QUAN L I THU'CNG M A I
KHAI NIEM VA TIEU CHI PHAN LOAI TRUNG TAM MUA SAM TAI MOT SO QUOC GIA TREN THE GIffI
ThS. Dang Thanh Phuong Vien Nghien ciru Thuang mgi Tgi Viet Nam, "trung tdm mua sam " Id mdt logi hinh hg tdng thuang mgi m&i xudt hien.
thgm chi cdn chua cd duac khdi niem chinh thuc cdng nhu cdc tiiu chi phdn logi, phdn hgng CO tinh phdp ly. Bdi viit ndy tap trung nghien cuu ve khdi niem vd cdc tieu chi phdn logi trung tdm mua sdm dang duac su dung tgi mpt so qudc gia trin thi giai, qua do gidp hodn thi^n cdc khdi niem vd tieu chi cho logi hinh ndy. O Viet Nam, hin cgnh nhirng logi hinh khdc nhu cha, sieu thi, trung tdm thuang mgi nhdm tgo su thdng nhdt, minh bgch trong qudn ly nhd nu&c, tgo s{c thudn lai cho nhd ddu tu vd giup ngu&i su dung trong nhgn dien, sir dung cdc logi hinh hg tdng thuang mgi.
Tix khda: Logi hinh hg tdng thuang mgi; Tieu chi phdn logi; Trung tdm mua sdm.
Trung tam mua sdm (TTMS-shopping center) Id mpt Ioai hinh ket cdu hg tdng thuang mgi xudt hien ngdy cdng nhieu tai cac qudc gia, gdm ca cdc nudc phat triin va cac nudc dang phdt trien.
Trong thg ky 20, tnmg tam mua sdm dugc ra ddi vd phat trien manh d cdc nudc chdu Au va My. Tuy nhign, nhihig nam gdn day, chdu A ttd thanh khu vye phat triin ndng dpng nhat trong ITnh vye nay. Theo nghign ciiu gan day nhdt cua CBRE, trong ndm 2014, tdng dien tich TTMS mdi md tren toan cau la U ,4 ttieu m^, tang 0,8 tiieu m^ so vdi nam 2013. Trong do, vdi han 39 ttieu m2 dang dugc xdy dyng, chdu A tilp tuc la noi cd anh hudng chi phdi ddi vdi su phat trign ciia TTMS. Khu vye Chdu A Thai Binh Duong hien co tten 32 trieu m^ TTMS, phan b6 tgi han 36 thanh phd, vdi 80% dgt tgi Trung Qudc, Thai Lan va An Do.
Trung Qudc Id nudc phat triin nhdt ttong ITnh vye nay, vdi 5,7 ttieu m^ TTMS da dugc hoan thien ttong ndm 2014. Nhu vdy, cd tdi 44%
dien tich TTMS phat trign mdi ttong nam 2014 la tgi Trung Qudc. Tilp theo la 3 tiii ttudng chdu A khae gom Han Qudc, Malayxia vd Philippin - diing ddu ttong top 15 thi tiudng nang ddng nhdt.
Sy ra ddi va phdt trien nhanh chdng ciia loai hinh nay ding thdi ddt ra vdn dg dinh nghia 12 NGHIEN ctru THUONG MAI S6 ie (8/2015)
khai niem "Trung tam mua sdm" cung nhu cdc tigu chl dg phdn loai, phan hang. Tuy nhien, ddy cung la mgt ngi dung cdn chua ddng nhdt va kha phiic tap.
Khai niem IVung tdm mua sdm Trong mpt nghign ciiu ciia Jame R. DeLisIe (2009), ong da liet ke tdi 25 khdi nifm khac nhau dugc dua ra bdi cac qudc gia, cac hiep hpi hoac cac nhd ddu tu. Sau day la m6t sd khai niem ca ban.
Khdi niem Trung tdm mua sdm cua cdc qudc gia chdu Au.
Theo Hiep hpi Tnmg tam mua sdm qu6c te (ICSC), ttong nghign ciiu nhdm dua ra mdt dinh nghia chung dg sir dung trgn toan Chdu Au (Pan- European Shopping Standard:2010), TTMS Id mpt nhdm cac ca sd thuang mai ban le va dich vu di kem (ttong do cd bai do xe) dugc quy hogch, phat trign, sd him va quan ly bdi mpt thyc thg duy nhdt. Quy m6 va dinh hudng chung ciia TTMS dugc xac dinh bdi cac dac dilm thi tnidng cua khu vuc thuang mgi ma trung tdm phuc vy, bao gdm cac gian hang cho thue va khu vye chung vdi tong dien tich cho thue (Gross Leisure Area - GLA) tdi tiiilu la 5.000 m^.
Bgn canh do, hien nay, tai hing nudc chdu Au van dang cd nhiing khai niem khac nhau ve trung lam mua sdm.
CO CHE, CHINH SACH VA CAC CONG CU QUAN LI THU'DNG MAI
Theo Hiep hgi Trung tam mua sdm Bac Au (NCSC), TTMS Id mOt khu vuc thuang mai vdi tdi tiiilu Id 5000 m^ GLA va 10 ciia hang, dugc van hanh bdi mgt thyc the vdi sy quan !y va tilp tili chung. Vai dinh nghia nay tiii tdi nam 2010, tgi Dan Mach, Phdn Lan, Nauy va Thyy Diln c6 khoang ban 700 tnmg tdm.
Tuy nhien, mdt sd nudc Bdc Au lai khdng su dyng khai niem tten do nhiing dieu kien thyc tg ciia cdu tnic thi trudng.
- Tai Thyy Diln, mpt TTMS tinyln thdng dugc dinh nghTa la cd dien tich san ban le tdi thieu la 3000 m^ va cd it nhat 10 gian hang, dugc quy hoach va quan ly bdi mdt thyc thi. So vdi khai niem cua NCSC trgn day thi khai niem nay c6 thgm thuat ngy "quy hogch".
Chi tiet han The Swedish Shopping Center Directory dinh nghia TTMS la mpt nhdm cac cong trinh thuang mai thdng nhat v l thilt k l dgt tai mpt dia digm dugc quy hoach, phat trien, sd huu va quan ly bdi mdt dan vi dilu hdnh nhtmg van de lien quan den vi tri, kich cd va loai hinh ciia ciia hang ttong khu vye dd. Dan vi nay cung cdp bdi ddu xe phu hgp vdi loai hinh va kich ca ciia ciia hang. Nhu vay, dinh nghia nay logi trir nhilu trung tdm ma thudng dugc cdng nhdn chung chung la trung tam mua sam.
- Tai Nauy, Bg Mdi trudng nudc nay dua ra dinh nghTa TTMS la cac hogt ddng thuang mai ban le ttong mgt tda nha va cac tod nhd lign kg dugc xdy dyng va hinh thdnh bdi mdt thuc the duy nhat ciing nhu cac eua hang ban Ie chigt khdu ma ygu cdu the khach hang hodc the thanh vien d l cd thi ra vao mua bdn. Khai niem ndy vi vdy bao tnim cac TTMS ban mdt hoac mdt nhdm hang hda. Tdt ca cdc Ioai hinh tiiuang mgi ban le nhu cua hang nhd, sigu thi, ciia hang bach hda va cua hdng dd ngi nhdt diu dugc xem xet nhu la mgt trung tam mua sdm ttong mdi lign he ndy.
Cac hoat ddng khdng chi ttong mgt tda nha ma
cd thg tap hgp xung quanh mpt quang trudng, mdt phd di bd hogc mgt quang trudng md.
- Lavia thi cho rang TTMS dugc quy hogch, xay dyng va quan ly bdi mdt thyc the sd huu tdi sdn duy nhdt, vdi it nhat 5 dan vi thue rieng biet, GLA toi thigu la 1.500 m^ va mgt Ioai hinh thug chinh thi chilm khdng qua 75% GLA.
- Tai Phdn Lan, TTMS dugc hieu la mgt tda nha thuang mai vdi cac dich vy va cua hang ban le tap trung hogc quay mat vao mpt ldi di bp chung. GLA khodng 5.000 m^ va it nhdt cd 10 cua hdng ban le. Mgt TTMS cd the cd 1 hoac nhieu ngudi thug va mpt s6 cac ddi tac thuang mai chinh cung nhu cac nha ban Ie va cung cap dich vu khac. Mgt ddi tac thuang mgi chinh thi khdng dugc chiem qud 50% tong dipn tich kinh doanh ^
- Tai Ba Lan, mpt TTMS dugc dinh nghTa Id mgt nhdm it nhdt 20 gian hang va dich vu, vdi dien tich tdi thilu 5.000 m^, vd dugc hinh thanh, quan ly bdi mgt thyc the.
- Tgi Ao, TTMS dugc thiet ke, quy hoach va quan ly thdng nhdt bdi mdt s6 lugng ldn cdc nha cung cdp dich vy, nha ban le ddc lap vdi GLS t6i thilu la 4.000 m^ va ed khdng dudi 20 thuang nhdn, hodc khdng it hon 10 nha cung cap cd it nhat 2 gian hang thug d nhung dia diem khac nhau.
- Theo Hiep hdi qudc gia ve TTMS cua Phdp (CNCC), TTMS dugc dinh nghia la mot tap hgp it nhdt 20 nha ban le va cung cdp dich vy vdi tdng dien tich thuang mai dugc su dyng (tuang duang GLA) it nhat la 5.000 m^, dugc thilt kl, xdy dyng vd quan ly bdi mdt thuc thg ^.
- Tgi Dlic, TTMS la "Mpt nhdm cdng trinh ban le hodc hoat dgng thuang mai khdc dugc quy hogch, phat trien, sd hiiu vd quan ly bdi mpt thyc the duy nhdt. Cd chd dd xe. Kich thudc trung tdm va cac dinh hudng dugc quyet djnh chung bdi ddc digm thi trudng ciia khu vye thuang mai ma trung
1. http://www.ncsc.se/innages/finishshopptngcenters.pdf
2. National Council of Shopping Centres of France (CNCC) http://www.cncc.com
NGHIEN Ctru THUONG MM So 16 (8/2015) 13
CO CHE, CHINH SACH VA CAC CONG CU QUAN LI THUONG MAI
tam phuc vu. Hai loai chinh la malls va open-au strip centtes"
- Theo Hiep h6i Trung tdm mua sdm Tay Ban Nha ^ TTMS la mgt tap hgp cac cira hang dgc lap, dugc quy hoach va phat trien bdi mdt hoac nhilu chii sd huu, vdi mpt tieu chuan thdng nhdt, v l kich thudc, kinh doanh hdn hgp, cdc hoat dgng vd dich vu chimg lien quan vd cd mpt don vi qudn ly hinh anh thudng xuyen.
- Theo Hiep hdi Trung tdm mua sam B6 Dao Nha ", dmh nghTa TTMS la sy phat ttiln thuang mai ttong mpt toa nhd hodc cac tda nha gdn kl, dugc quy hoach, xdy dyng va quan Iy bdi mdt thuc thi duy nhdt, gom cac gian hang/don vi cho thug va khu vuc chung, vdi GLA toi thieu la 5000 m^va 12 gian hdng.
Khdi niim Trung tdm mua sdm cua mdt sd nuac tgi chdu My.
Theo Hiep h^i Trung tam Mua sam Ac- gentina (CASC), mdt TTMS Id doanh nghiep thuang mgi vdi cac ddc digm nhu: (1) cd mpt dgi dien tap tnmg phdi hgp va giam sat higu sudt cua nha bdn le ciing nhu hoan thien dilu khoan ve dich vu va bao mat khach hang; (2) ngudi thue da dang vdi nhilu ddng san phdm vd dich vu; (3) dugc sd hiiu bdi mgt ngudi hoac mdt td chiic, toan quyen quan ly trung tdm ngogi trir nhihig gian hang thue dgc lap vg bat ddng san. Chat lugng cua gian hang thue dugc quy djnh bdi Ban Giam ddc ciia CASC; (4) Hinh thanh mdt quy tigp thi chung dugc ddng gdp tii nhiing ngudi thue; (5) TTMS cung cdp khu vuc dd xe vdi sd lugng dilm dd phu hgp.
Nam 2010, ICSC cung nghien ciiu va dua ra mpt khung kh6 tieu chudn cho TTMS cua Canada. Theo do, TTMS dugc djnh nghTa la mpt bat dgng san ban le dugc quy hogch, xay dyng, sd hihi vd qudn ly bdi mgt thyc thi dcrn nhdt, gom cdc dan vi thuong mai cho thue (commercial
rental unit - CRU) va khu vye chung, GLA tdi thilu la 10.000 m^ va so CRU la hi 3 ttd len. Co bai do xe.
Khdi niem Trung tdm mua sdm cda mpt so nu&c Chdu A.
ICSC cung xdy dung mpt bp tieu chudn ve TTMS cho cac nudc Chau A - Thai Binh Duong, ttong dd, TTMS dugc dinh nghTa la mpt nhom cac logi hinh ban 16 vd thuang mai khac dugc quy hoach, phdt tiiln va quan ly bdi mpt thyc thi. Mot TTMS cd dien tich cho thue ban Ie tdi thilu la 20.000 ra2 (Retail Net Leasable Area - Retail NLA). Trong dilu kien dy an da chiic ndng, TTMS cdn bao gdm eac dien tich cd muc dich su:
dung rieng khdng phai ban le (nhu van phdng hay khach sgn).
Tgi Nhat Ban, TTMS la mgt tdp hgp cdc co sd kinh doanh budn bdn va dich vy dugc quy hoach, phat triin, sd huu va qudn Iy bdi mgt thyc thg duy nhdt vd thudng cd bai do xe. Tnmg tam c6 vai ttd nhu mdt khu vye cdng ddng ttong thanh pho, phuc vu cac nhu cdu cua cu ddn bang each cung cdp nhigu lya chgn, sy tien lgi, sy tien nghi, sy giai tri dua tten uu the ve vi tri, quy mo va cdu tnic cua TTMS.
Tgi Trung Qudc, theo "Phdn loai ban le"
dugc cdng bd bdi Phdng Thuang mai Trung Quic (2004), TTMS dugc dinh nghTa la phiic hpp cac loai hinh ban Ie khac nhau va cac dich vu di kem dugc phat trign, sd hiiu vd qudn ly bdi cac c6ng ty cd lign quan. Trung tdm mua sam la loai hinh thuang mai tap trung nhieu loai hinh ciia hang ban 16, CO sd dich vu tdng hgp phuc vy ngudi tieu diing ttong mdt tda rtiia hogc ttong mdt khu vye dugc b6 tri xay dyng theo quy hoach, quan ly va van doanh bdi doanh nghipp chii ddu tu xay dyng trung tam mua sam.
Nhu vay, cd the thdy, cae nghign curu nhdm dinh nghia va phan loai TTMS dugc thuc hien bdi
3. http://www.aedecc.com/index 4. hKp:/Avww.apcc.pt/tipoiogia.php
1 4 NGHICN ctm THUONG MAI So 16 (8/2015)
CO CHE, CHINH SACH VA CAC CONG CU QUAN LI THU'ONG MAI
cac to chiic nhu ICSC, hogc cac qudc gia thanh vign dugc tai ttg bdi ICSC, cac hiep hdi tiimg tam mua sam qudc gia, hoac mgt sd ca nhan, chucmg trinh cd lgi ich rieng. Cdc dinh nghia cdn chua dong nhdt, ddi khi md rdng hom hoac thu hep lgi v l phgm vi ciia TTMS. Tuy nhien, hdu hit cac qudc gia chdp nhan mgt djnh nghia v l TTMS vdi cac diem chung co ban la: Chiing la mpt phiic hgp cac logi hinh ban le vd dich vu khac nhau ttong mgt tda nhd/cac tda nha liln k l , dugc (1) quan ly tap trung; (2) quy hoach va phat triin bdi mgt thyc thg duy nhat va (3) xdy dyng cd mue dich.
Ben canh do, theo bao cao cua ICSC (2010), cd kha nhieu qudc gia khdng cd mdt khai niem chinh thiic ve Trung tdm mua sdm nhu Thuy Sy, Thd NhT Ky, Slovenia, Ueraina vd mgt so quoc gia Ddng Au khac. Nga cung khdng ed mgt djnh nghia ve TTMS, nudc nay chi dua ra khai nipm ca bdn la mgt tda nha ban ie, thilt kl, quan ly va xay dung mpt each chuyen nghipp.
Tieu chi phan loai, phan hang Trung tam mua sdm
Theo sy phat Irien ciia nganh ban le, thudt ngir ban ddu vl TTMS chi gdm 4 logi co ban la cac tiimg tam ldn cgn (neighbourhood), cdng ddng (commu- nity), khu vye (region) va sigu khu vye (super region).
Tuy nhien, ngay cang nlueu cac loai liinh tnmg tdm dugc md ra va phdn theo 4 logi nhu tien la khdng day du niia. Qua nghign ciiu, cd the thdy, ben canh sy khac biet ve khai niem, cac tieu chi phdn logi, phdn hgng TFMS ciing rdt phong phii va da dang.
Theo Pan-European Shopping Standard, mgt khung khd chung do ICSC dg xuat sau khi khao sat cac logi tnmg tam mua sam tren toan Chdu Au, dSi phdn tnmg tdm mua sdm thanh 11 loai, dugc nhdm tiianh hai nhdm Idn - truyen tiidng (Traditional) va chuygn bipt (Specialized). Mdi logi chinh dugc chia theo quy mo ciia Trung tam mua sam, chu yeu diing chi tieu GLA. Mgt vdi loai duge chia theo chii de hodc thi trudng ngach.
Bang 1: P h ^ loai, hang lirung tSm mua sam cua ICSC
nidn loai
TruycD thong
Chuyen BgiBh
Rat rong Rong Trung binh Nho
Cong •vien ban le (Retail Paric)
Tnmg tdm hang nha may giam gia
(Factory Outiet Center) Tnmg tdm theo chu de (Theme-Oriented Center)
Dua tten su so sanh Dua tten sy tieu dung
Ldn Tnmg binh Nho
Co cho thue Khong cho thue
Tong dien tich cho thae (GLA) - m^
80.000 va hon 40.000 - 79.999
20.000-39.999 5.000-19.999 5.000-19.999
Til 20.000 ttd len 10.000-19.999
5.000-9.999 5.000 trd len
5.000 tto len 5.000 tto len
Nguon: Jean Lambert, One step closer to a Pan -European Shopping Center Standard
NGHIEN c t r u THUONG MM So 16 (8/2015) 1 5
CO CHE, CHINH SACH VA CAC CONG CU QUAN U THU^ONG MAI
Higp hdi Tnmg tam mua sam Bdc Au (NCSC) lai cd each tiep can di thdng vao cac loai chinh gdm: dia phuang (Local), cpng dong (Commimity), khu vuc (Regional), sieu khu vuc (Super-regional), theo ehu de/chuyen de (Theme) va Power. De giai thich vg m6i loai, mpt so tigu chi de phdn bipt dugc dua ra gdm: hang hoa, cdu tnic gia, khdch hang, chuyen nganh, khu vye mua dau tien va thii hai, vd quy md trung tdm.
ICSC ciing nghien ciiu va dua ra Tigu chudn phan loai TTMS cua khu vuc Chdu A - Thai Binh Duong. Theo dd, TTMS dugc phan lam 2 loai chinh la Tdng hgp (General - Purpose Centte) va Chuygn biet (Special - Purpose Centte). Sau d6, T I M S T6ng hgp tiep tuc dugc chia thanh TTMS lan can (neighbourhood), TTMS lien vung (sub-re- gional), TTMS viing, sieu vung (super-regional) va
sigu tiimg tam (mega-mall). TTMS chuyen biet dugc phan tiianh chuyen nganh (speciaUty), gidi tri (entertainment), power, gidm gia (outlet), single category, major transport hub va department store.
Tieu chudn nay cung dua ra kliai niem, giai tiiich cu the cho timg loai hinh va cac tieu chi dugc sii dyng de phdn loai la dien tich trung tam, so lugng va logi hmh thue chinh.
Ngoai cac each phdn loai chung cua mpt sd td chiic hay nhom qudc gia dang dp dung nhu ttgn thi tirng quoc gia lai rigng cd cac tigu chi phdn hgng loai hlnh TTMS vdi nhiing diem khac biet.
Sau ddy la tieu chi nhdn dien vd phdn hgng TTMS tgi mpt sd qudc gia.
Tgi Trung Qudc, TTMS dugc chia thanh 3 hang theo tieu chi ve pham vi phuc vy, dien tich, so lugng gian hang vd dung lugng bai do xe nhu sau:
Bang 2: Phdn loai, hang Trung tam mua sam cua IVung Quoc
" ^ ^ Tilii chi
Hane \ .
Tmng t i m maa sam qnfn
Tmng tam mna sam thanh phS
Tnmg tam mna s i m ngoai othanh[Ad
V i t r i c i n hang O tiung tam thnoDgmp cip quin, thanti phd I4iam vikinh doanh CO ban kinh trong vong5 - to km O tnmg tam diuong mai cap thanh phd Pham vi trinh doanh CO ban kinh Dong vong 10-20 km 0 canh dudng giao tfadng quan trpng, noi tiep ^ap vdi dianh pho idn.
Iham vi kinh doanh CO ban kinh trong vong30-50 km
Dien tich xay
diAJi 50.00 Om^
dudi 100.0 00 m^
tren 100.0 00 m^
SS hrtfng gian hang, ctf can bang boa
Cd tEt 20 - 40 ciia hang cho diu€_
Gdm: sieu tfai tdng hpp quy md ldn, ciia hang chuyen doanh, cua hai^ chi^en ban, nha hang an udng va cic loai hinh cua hang khac Cdttr40- 100 ciia hang cho thue.
Gdm ciia hang bicfa hoa, sieu thi tdng hoTp quy md ldn, cic loai hinh ciia hang chuyen doanh, cAahangchiQ'&iban, cia hang an udng, ciia hang lap phim, va cic cd sd dich vu ^ a i t t i
Cd tren 200 nia hang cho thue_
Gdm: ciia hang bach hda, sieu Ai tdng hop quy md ldn, cic loai hinh cua bang chuygn doanh, ciia hang chuyen ban, ciia hang an udng, ciia hang tap phim va cic CO sd dich vu giai tri
Phinmg thnc b i n
hang
Cac cua hang cho thug ddc lap tri€n khai boat dpng kinh doanh
Cic ciia hang cho thuc ddc lap triin khai boat ddng kinh doanh
Cic ciia faai^
cho ifaue ddc lap men khai boat ddng ldnh doanh
Bai SS xe
Noiddxe cddung ludngtur 300-500 cii
Noi dd xe cddung luong trgn tren 500 cii
Noi do xe cddung lugng tr€n 1.000 cii
Nguon: lieu chuan quae gia m&i ve phan logi cac logi hinh ban li (New National Standanl Retail Trade Classification) (GBmSl 06-2004) cia Tmng Qudc. do, Uy ban Qudn ly tieu chudn guSc gia Trung Quoc da ban hanh ngay 20/7/2004 co hieu lur tht hdnh ti, ngdy 01/10/2004
1 6 NGHIEN CCm THU'CTNG MAI So 16 (8/2015)
c a CHE, CHINH SACH VA CAC cdNG CU QUAN LJ THUONG MAI
T^i Canada, TTMS dugc chia thanh 4 nhdm la Truyen thong, Chuyen ngartii. Hybrid va Mix- Use. Trong do, logi truyen thong dugc chia tigp thanh tien lgi, ldn can, cgng dong, khu vye va sieu khu vye; logi Chuyen nganh gom Power Centte, Factory Outlet va Lifestyle ^. Tieu chi phan logi chinh la GLA va loai hinh thug chinh ttong TTMS.
Tai My, cac loai hinh ban le dugc phdn lam 2 nhdm chuih Id Malls va Open-air Centers. Malls dugc chia nhd tigp thanh 2 loai la khu vye vd sieu khu vye. Open-air dugc chia thanh cac loai la ldn can, cdng ddng, phong each, power, theo ehu dg va gidm gia. De giup ngudi su dyng higu yg he thdng vd each phan logi nay, vdi moi logi, deu cd khai niem chung, yeu cau ve dien tich, kich ca, sd lugng va logi hinh thue chinh, ty le gian hang thue va pham vi phye vi^ theo dgm.
Nhu vay, tung qudc gia cd nhirng tigu chi rieng hodc tgi cac quoc gia/nhdm qudc gia ed sii dyng he thdng tieu chi tuong ty nhau, song cdc thanh phdn chi tiet thay ddi dang kg dya ttgn eau true thi trudng vd sy phdt trign cua mdi qudc gia.
Do vay, d mgt sd qudc gia thgm ehi hinh thaiih cac loai hinh TTMS rieng, Ichong cd d cac qudc gia khdc. TTMS thudng gdm 2 nhdm chinh la Tdng hgp hodc Tmygn thdng va Chuygn biet. Sau dd, ttong timg nhdm chinh lgi dugc chia nho thanh cdc logi hinh. Trong dd cac loai hinh pho bign dugc su dung tai nhigu quoc gia nhu: Tign lgi (Convenience), Ldn can (Neighbourhood), khu vye (Regional), sieu khu vye (super-re- gional), power centte, Trung tdm hang giam gia cua nha may (factory outlet centte) va Trung tdm phong each (Lifestyle centte). Tuy nhign, tai mdt so qudc gia xuat hien mpt sd Ioai hinh khac nhu:
Mall vd Open-air Center (My), Hydrid Center va Mix-use (Canada), hay TTMS qudn, thanh phd va ngoai d thanh phd (Tnmg Qudc), single category hay major ttansport hub (ICSC: Phdn loai TTMS Chdu A - Thai Bmh Duong)
Mac du vay, tdng hgp lai cd thg nit ra mgt sd tieu chi chung thudng dugc sii dung dg phdn logi cdc TTMS, dd la:
- Dien tich: Day la tieu chi duge su dyng phd bien nhdt dg phdn loai, cd thg su dung dien tich ciia trung tam hoac dien tich khu ddt. Bgn
canh do, mpt sd qudc gia sir dung chi tigu GLA hoac Retail NLA de phan loai.
Thiet ke: Trong mpt sd bp tieu chi, cac trung tdm dugc nhdm vao nhdm ngoai trdi vd ttong rao kin, kem theo do la cac ehi tiet ve thiet kg khac nhu hinh dang, vi tri loai hinh thue chinh, va so lugng gian hang.
Vi tri: Tai mgt so qude gia, cac tiimg tam dugc phdn Ioai theo vi tri cua chiing nhu khu vye thanh thi, ngoai thanh hay nong thdn. Mpt sd bg tieu chi cdn bao gdm cac vi tri rieng khac nhu sdn bay, khu nghi dudng, huyen hay q u ^ .
- Sd lugng ngudi thue/logi hinh fliue chinh;
Nhieu bd tieu chi phdn logi dya ttgn s6 lujmg ya cdc logi hinh thue chinh hay miic gia (chiet khau hay cao cap) va khach hang nen tang ma Trung tam hudng den phuc vy.
- Chu dg: Cdc he th6ng tigu chi dya tren ehii de hoac thi trudng chien lugc ma cac TTMS hudng den de phan logi. Mpt sd logi chu dg nhu:
cdc tnmg tdm gidi tri, trung tdm phong each, trung tam giam gia, tnmg tam tien lgi, trung tdm cao cdp, trung tdm chigt khdu,...
Tai Viet Nam, TTMS la mdt logi hinh ha tdng thuong mgi chua pho bign. Khdi niem vd tigu chi phan loai, hang TTMS da dugc nghien cihi va de c|.p, song cdn chua thdng nhat. Theo "Bdo cao dg xuat dy thao tigu chuan phan loai cac loai hinh ban budn, bdn lg d Viet Nam", (Bg Cdng Thuang:20I2)^ , TTMS la logi hinh ca sd bdn le tap trung nhieu Ioai hinh cira hang, sieu thi, ca sd cung cdp dich vy (an udng, vui chaij giai tri...) ttong mpt hoac mdt sd cong ttmh kien true lign ke hodc ttong mgt khu vye dugc thigt ke, bd tri xdy dyng theo quy hoach phii hgp vdi dae digm cua timg logi hinh trung tdm mua sdm. Theo do, TTMS dugc ph^i thanh 5 cdp logi trung tdm mua sdm CO tinh truygn thdng vd 3 logi trung tam mua sam dac thu dya tten tigu chi ehu ygu la dien tich va pham vi phuc vu.
TTMS c6 tinh truygn thdng gom:
- Tnmg tdm mua sam hang dde biet la logi hinh trung tdm mua sam cd tong dien tich kinh doanh (dipn tieh c6 the cho thue) tir 150.000 m^
trd len, duac xdy dyng dg trd thdnh trung tam mua sdm cap qudc gia va qudc te.
- Trung tdm mua sam hang I la loai hinh
5. http://www.mondayreport.ca/mondayreport/cdsc.cfm
6. Thupc dl/ dn HoSn thi^n khuon kho phdp 1:^' qudn ly hoat dpng thu'cng mai trong dieu ki?n hoi nh|lp kinh t6 quoc t^, Chuang trinh H 5 trp ky thugt hgu gia nhgp WTO
NGHIEN Ctru THUONG MAI S6 16 (8/2015) 1 7
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tmng tdm mua sdm ed tdng dien tich kinh doanh (dien tieh c6 thg eho tiiue) til 50.000 m^ ttd lgn, dugc xay dung d cac trung tdm kinh tg - thuang mgi cap qudc gia, vimg hodc cac dd thi ldn.
- Tnmg tdm mua sdm hang II la loai hinh tnmg tdm mua sdm cd tdng dien tich kinh doanh (dien tieh co thi cho thug) tii 30.000 m^ ttd len, dugc xdy dyng tgi cde trung tam kinh te - thuong mai cdp tinh, thanh phd.
- Trung tam mua sdm hgng III la logi hinh trung tdm mua sdm co tdng dien tich kinh doanh (dien tich co thg cho thug) tii 10.000 m^ ttd Ign, dupc xdy dyng d cae trung tdm kinh tg - thuang mgi cap quan/huypn, thanh phd/thi xa.
- Trung tdm mua sdm hang IV la logi hinh trung tdm mua sam c6 tdng dien tich kinh doanh (dien tich cd the cho thue) tu 5.000 m^ ttd lgn, thudng dugc xdy dyng d cac thi trdn, thi tii, cum dan cu tap tnmg.
TTMS dde thu g6m:
- Trung tam mua sam gia re tap trung cdc loai hinh eua hang ban gia re ttong mdt khu vye vdi tong dipn tich kinh doanh (dien tich cd the cho tiiue) tir 20.000 m^ ttd len.
- Trung tdm mua sdm theo chii dg la trung
tdm mua sdm dugc quy hogch, thigt ke phi^c vy cho mgt s6 nhu cdu mang tinh chuygn biet ve mua sdm hang hda va/hoac giai tri; cd tdng dipn tich kinh doanh (dien tich cd the cho thue) tir 5.000 m^ ttd Ign.
- Tnmg tdm bdn hang ciia nha san xudt la logi hinh ca sd ban le hang tap tnmg do nha san xudt tryc tigp thigt lap hoac uy thac cho ngudi kinh doanh dgc lap thiet lap tgi mpt dia digm, chuyen ban hdng mang thuang hieu cua chinh nha sdn xudt, ddng thdi ciing la noi t^p trung kinh doanh hang mang thuang hieu cua nhigu nha san xudt.
Cd thg thdy, TTMS tai de xuat nay eo sy thong nhdt tuang ddi vdi khdi niem va tieu chi phdn loai dugc su dung phd bign tten thg gidi.
Tuy nhien, theo Quy che Sieu thi, Trung tdm thuang mgi' va cac quy hogch lign quan, khai ni^m vd tigu chi phdn loai, phan hmg TTMS chua ddng nhat va cd sy khac bipt vdi dg xuat tren, ddng thdi chua phdn bipt rd vdi khdi nigm cua mpt loai hinh khac la Tnmg tam thuang mai (TTTM). Mgt sd diem khac biet chinh dugc trinh bay ttong bang sau:
Bdng 3: So sdnh giiia hai khdi niem TTTM vd TTMS hien c6 tai Viet Nam
\ C i c v i o N o i d i i n E \
L o ^ hinh
K h a i D i S m
-TTTM
T h e o Q n y eke Sien 4 i , T T T M
Chi CO loai hinh TTTM
+ l l i M la loai hinh t o chuc ldnh doanh thucmg i n ^ h i o i dai, da d i u c niing, bao gdm to h g p cac loai hinh cua hang, ctr sd h o ; t dong dich vu, h^i t m d n g , phong hgp, v i n phong cho thue...ducrc b o tri tap t m n g , l i m hoan tiong mgi hoac mgt so cong t n n h Iden tine Uen k e , + D ^ ung cac tieu chuan ve dien t i d i kinh doanh, tiang b) k 9 thult v i tiinh dp quan ly, to d n i c tdnh doanh;
+ C a c idunmR thwc
T h e o Q u y h o a c h p h a t trien Icet c a n h a t i a g B g a n h
t h m m g n i a i
Gom 2 loai hinh la: TTTM v a T T M S
+ TTTM la ncri b a n cac m i t hang cao c ^ , t ^ h o p cac n h i n hang hoa noi t i ^ g , cung c ^ cac dich vu {diuc vu ca nhan v i c i c d i d i v y khac d i n h cho cac doi t u p n g CO thu n h ^ cao, dat tai tnmg tam cac do thi ldn.
+ Tiung t i m t h u o n g mai theo each hieu nay Idiong [diai t i t n m g tam thucmg mfi d i ^ c qui ^ n h tai Di£u 4 tiong "Qui d i e sieu th), t n m g tam t h u t m g mai" ban h i n h n i m 2004.
T h e o Q n y h o ^ c h p b a l I r i l n t m n g t u n t h m n i g m a i , sien thi t o a n qnoc*
Loai hinh TTTM d u ^ m d rgng h o n so vdi Qui d i e Sieu thi, tiung tam t h u o n g mai, bao gdm:
l)TTung tam thucmg mai (DepaitmenI Stoic);
2) Tiung tam mua s i m (Shopping Centei).
+ TTTM I i to^i U n h td diuc kinh doanh t h i n m g mai hien d ^ , da d i u c n i n g , bao gdm t o h g p cac CO s d ban le, ca s o hoat dong diiii vu. hpi tzaimg, p h o n g hgp, van i&ong dm thue ... d u o c bo tri t i p t r a i ^ lien hoan t r o i ^ mot h o | c mgt so cxing trinh Iden trac l i o i k£, dap ung nhu cau ve hang hoa, d i d i vu cua k h a c i hang;
+ B i n hang theo p h u o n g thiic t u phiic vu;
-1- Nhieu CO s o ban Ie d^c ]$p voi nhau cung tham gia ban le hang hoa, bao gom ca sieu Ihi-
+ C i c mat h i n g d t r c c ban qua TTTM l i cac mat hang tieu ching co t h w m g hieu, co c o can c i u n g logi hang hoa pAiong i ^ i l , da dang
1 8 NGHIEN c t r u THUCTNG MAI s d 16 (6/2015)
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-TTMS
phuc vu van minh, thuan d m Sip ung nhu can pbat trim hoat SSmg kinh doanh thucmg nfa£n va thoa mim nhu cau ve hang hoa, dich vu cua khicfa hang.
- TTMS duoc xac dinh M Idku vvc thuong m^i long Ion t||> trung nhieu lo^i hinh ldnh doanh hang hoa va djch vu. Tioi^ tiung tam mua sim bao gom cac co so, loai lunh kinh doanh tucn^ t u nhu qui j^nh t^i Di£u 4 trong
"Qui che deu thi, tiung tam thuong mai" do B5 Thnong m ^ b a n hanh niifn 2 0 0 4 .
- TIMS la k)^ Ittib to d u e kinb dosdi duong n^i hioi &A, da d u e nang_ bao gfim to hop cac kipi hmh haa le hipi ^ va ta^a IhSog. co so hotf ^wg (£di vu phuc vu ca i^im, omg dSog, djch v u Hnh Avoir hfli tnmng^ 'phoBg h ^ ^ 1 phong dio diiie...dli^bo d u l ^ tiun^ Saibont tiong mpt ldm vuc l o i ^ iilii& cong tdiA x ^ dung d ^ lap Sap I'mg cac tjeu dman ve dim txh kinh ficemh tiang bi ] ^ thuat v a tiWi do quan ly, tO
(hue ldnh doanh; 06 cac ifajcngdiucidmcvnvte d§ng kkih doadi dnicng nhan va dioi w&a. nhu ran VC hang hoa, ((ch VU "la kfaach hang 1 ^ i'l'MS hang dJH* tiet, rai- loai t«ih tniym dtong duoc lua <hcD ttiang ifen han sac vinhoB dan IQC^
diuoc cac gia ni can dupe (kiy tn, tao ten.
+ Nhi& CO so Ididi doaah cung diam g^ kiidi doanh hang hoa vi tfich vu, tiaag do bao g6m bm buon va han le, cac loai hinh jAati jAni Um d^ vi t n ^ m d i a i ^ cac nganh (&h VU Idiac.
+ Cac mat hang dupc ban qna TIMS la cac mit hatig tieu Himg Sa tlatig v c f4ntng \o^ jfctm cap fjiat kiong, i ^ p img nhu ran tieU Aing m a tnni dot tuong CO m u c dni Ilh%t, thi liiAi Ithar tJian
Nhu bdng ttgn cd the thay, ngay tiJr khai nipm TTMS va TTTM tgi Viet Nam da cd su chua thdng nhat. Tir do dan den nhiing khac bigt ttong phan logi, phdn hang^doi vdi 2 loai hinh ha tdng thuang mai nay. Digu nay gay khd khdn khdng chi cho cdn^ tac quan ly nhd nudc ttong vipc nhan di^n, thdng kg, quan ly va quy hogch phat trign, ma cdn cho nha ddu tu ttong viec xac dinh chinh xac thuc ttang thi trudng, loai hinh djnh hudng ddu tu va cho ngudi tigu dung ttong v i | c lua chpn loai huih phi^c vu phii hgp nhu cdu (ve gid cd, vg chdt lugng hang hda, v^ cung each va chdt lugng dich v u , . . . ) .
Do vdy, ttong thdi gian tdi, vipc nghign ciiu vd ban hanh khdi niem vd tieu chi phdn hang, loai mgt each thdng nhdt vg TTMS ndi rigng va cdc logi hinh ha tdng thuang mai ndi chung tgi Viet Nam la cdn thiet, nhdm tao su minh bach ttong qudn ly nhd nudc, tgo su thu^n lgi cho nhd ddu tu va giup ngudi sii dung ttong nhan di^n, sii dimg cac loai hinh hg tdng thuang mgi. I
Ngudn: Tdc gid tong hpp Tdi lipu tham khao
1. BO Thuang mgi, (2004), Quygt dinh s6 1371/2004/QD-BTM ngay 24/09/2004 ciia Bd tmdng Bp Thuang mai ban hanh Quy chg Sigu thj, Tnmg tam thuang mai
2. Bp Cdng Thuang, Vii Thi trudng ttong nudc, (2012), Bao eao de xuat du thao tieu chuan phdn logi cdc logi hinh ban budn, ban le d Viet Nam 3. Bq Cdng Thucmg, (2011), Quy hoach tong thg phdt trign tiiuong mgi Viet Nam giai doan 2011 - 2020 va dmh hudng dgn nam 2030
4. BO Cdng Thuang, (2012), Quy hoach phat tiien mang ludi sigu thi, trung tam thuang mai ca nudc den nam 2020 va tdm nhin den 2030
5. CUfford M.Guy (1998). Classifications of retail stores and shopping centers: some method- ological issues. GeoJoumal, 08-1998, Volume 45, Issue 4, PP 255-264.
6.James R.DeLisle, Ph.D (1999), Toward Global Classification of Shopping Centers, http://www. icsc .org.
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