QUAN TRI KINH DOANH
PHAT TRIEN CHIEN Lli0C MARKETING
XUAT KHAU HANG THU CONG MY NGHE CUA CAC DOANH NGHIEP VIET NAM
N^uvgh Chf T h a n h '
Ngaynhdn. 20/03/2012 Maso:2QTKD
n khoa chiSn IU0C marketing xuSt khSu, hl$u suS chiSn lUfK, triS Ijt kinh doanh dinh hudng thi tnidng.
T
rong nhOng nSm gin diy, xuSt khiu thO cdng mf ngh$ (TCMN) cua Vi$t Nam da dat dU()c nhang kit qua ding khich li vdi thi trudng xuit khiu dU0c md rfng ding ki. Tuy nhiin, sS lupng thi trudng vii quy md xuit khiu vio tUng thi tnJdng xuit khiu nhu hi$n nay cdn chua tUdng xCing vdi liim ning xuit khiu cua nudc ta. Mit khic, trong l}Si cinh thi gidi hifn nay vdi xu thihfi nh$p quSc tivi canh tranh gay git, viic duy tri vi phit thin xuit khiu hing TCMN gip khdng It khd khin, Ihach M c : Do dd, vin dS dit ra dSi vdi cic doanh nghiip xuit khiu TCMN nudc ta la phii phit Iriin chien lui)c marketing xuit khiu di dim bio khai thic dupc nhOng thdi cd marketing va dat dupc muc tieu cNSil lupc xuit khiu dit ra.Trin cd sd nghiin cdu thi/c trang chiin lupc marketing xuii khiu TCMN nudc ta thdi gian qua, M viSt de xuat nhQng giai phip nhim phit thin chien lupc marketing xuit khiu TCMN cua cac doanh nghiip ^iit Nam trong tidi canh hiin nay.
Dai dagc dc thdnh tuu ddng khich 1$ tren mot m$t dd Id nhd chu tn/dng dung ddn cija Dang va Nha nudc ta vS CNH, HOH ndng nghidp, ndng thdn, thuc d i y phdt trien Idng nghS TCMN theo d|nh hudng xuSt khiu, m$t khdc ifft quan trpng ii quySt d|nh Id nhd doanh nghl$p Vi$t Nam da chl£fm Unh dugc cdc khdu mang I9I gid tri gia tSng cao trong chudi gid tri ngdnh kinh doanh TCMN 1. Khai nl$m va vai tro chlSh luoc marketing
xuat khau TCMN cua cac doanh nghl§p Vl$t Nam TCMN Id mdt hdng xudt khiu quan trpng cua nudc ta vdl klm ngaeh ngay tO ndm 2006 da d^t trdn 1 ty USD, dgn ndm 2010 da dgt kim nggch trdn 1,4 t^ USD. TCl ndm 2006 den nay, nhin Chung sfi tupng vd klm nggch xudt khiu TCMN ddu tdng khd dn dinh (Xem bdng 1).
giai doan 2005 -2010 phin theo nhdm hing Bdn VI ttnh: 1000 USD
Esnal: Kim ngaeh xuit khiu hing thu cing mf nghi cOa Viit Nam " ' " ' " ^ ^ ^ " ' a * s l ' " 9 . thuong - - hl^u thdng qua chlSn lupc mar-
keting xudt khiu phu hpp, can bdng vd c6 hl$u sudt ngdy cdng cao. d ddy chidn lupc marketing xult khiu cIJa doanh nghidp dupc hilu Id mfit iogi hinh chien lupc chOc ndng vd cd tlnh tich hpp cao vdi cdc khdu R&D va sdn xuat d|nh hudng xudt khau d l phan dnh "mdt cau true logic tCf vi$c lua chpn, de xult va dinh v| gid tri vd cdc phuong thiJc, NguSn: ITC calculations based on COMTRADE s(a(/s(/cs cdng cu marketing dupc sJ Cdc th| tn/dng nh^ip khiu TCMN Idn nhlt oua dgng d l cung Cing tmyin thdng vdthMchi$ngiS tri V\it Nam Id My, EU, Nh$t Bdn, Nga vd Ddng Au,
mdt sfi nudc Ddng A vd Ddng Nam A, Trung Ddng. • 7-5., vQn phdng Chd tich nudc
•TT _ O i l * mye
2 ' M j O m , >U 3 1 Ddoff 4 1 Utl.,1 i I Off '~ t X n b «
• D l TMtlinh Xuung Sling 9 _ _Ck mH hkig t U c
TAindnci lOM 1B13?4 teOIJb SSt7B 1102 i 6 e . u « SB1D7
240.404 r 0 33S 40«
U4.TEa
1D06 KMT 2001 no** i 247 SSI 14 M4 1SM43 177 136 IBS 12G m.*\6 DO.IJt '. 12 977 2 117 1 258 4 24E 1 M 4 I 0 , 1San7 . 142 SS6 ee 144 i o > t i 7 ' i7S2a2
1054 , IS , 30 201 BOI 344 0S7 334 436 IJGSZg IB7S77 172 S21 6S« ] 1.241 , 1 127
2<>»
14S27 120 513 BS12S 3 7 « 126107 132177 73 24fi63S 74BB27 070
1010 16 003 200 l i s
I B M 2 IS J si 220.472 1 2B7IBB 242 BB4 3 63B
KHOA HQC
» Thinmg I
So 47/2012QUAN TRI KINH DOANH
gdn vdi mdi SBU TCIVIN eho mdi th| trfldng xuat khau mue tieu nham dat tdi vi the c?nh tranh trong ddi han vd mue tieu chi^n iUGc Itinh doanh eua doanh nghidp". Trong d d , ve nguyen IS" ed 3 phuong thfle chien luge chfl d^o Id: chien Iflpc marketing thdm nhdp th| trfldng xuSt khd'u, phdt trien thi trudng xuat k h i u vd phdt trid'n sdn phd'm TCIUIN xuat khd'u, cdn edng cg marketing dd' cgnh tranh vd dmh vi la ede bien edng cg hpp thdnh marketing mix xuat khd'u dgng 4P-2C gdm san ph^m, gia, phdn phw, xflc tien. chi phi vd dich vg khdeh hdng md doanh nghidp sfl dgng.
2. Danh gid thuc trgng chiSTn l u ^ marketing xuSt kh^u TCMN cua cdc doanh nghidp Vi$t Nam
Phfldng phap nghidn cflu id phuong phdp didu tra trdc nghidm hidn tnidng: xem xdt cdc doanh nghidp tham gia chudi gid tri ngdnh kinh doanh xuat khd'u TCMN tgo ldp ngdnh kinh doanh; khdeh hang cua doanh nghidp xud't khd'u chu ydu Id cdc nhd nhdp Ithd'u cdng nghidp, nhd bdn budn nhdp kh^u, vd nha bdn ie nhdp khd'u. Vdi tfnh chat th|
trudng, doanh nghidp xudt khd'u TCMN Vidt Nam chl mdi hoat ddng tren thi trudng B2B (cdng nghidp vd thuong mgi) d nude xuat kh^u, khdeh hdng Id cdc doanh nghidp md do dieu kien nghien cflu khd tiep cdn duoe mdc dfl cd mdt phdn nhd th|
trudng B2C cho tdp khdeh du l|eh qudc te. Vi vdy ddi tuong dieu tra trac nghidm chl gdm cdc nhd qudn tn doanh nghidp, ciuan tr| marketing vd bdn hdng xudt khau theo cdc thj trudng ndn khdng khdi bj anh hudng mang tinh chfl quan. Vd hinh thfle trdc nghigm Id ket hdp 2 hinh thfle: Mdt la, phdng van chuyen gia Id cde CEO cfla doanh nghidp xuat khau vd cde nhd quan ly nha nfldc ve xuat k h i u TCMN, sau do mdi STT dien ddnh gid vdo Bang hdi vdi tong sd 18 i phieu thu ve. Hai Id, gfli Bang hdi qua gfli . 2 thfl trflc tiep cho cac nhd quan tri marketing 3 va bdn hdng xudt k h i u , ede nhd quan tri — logistics xuat khd'u d cdc doanh nghidp xudt * khau vdi tdng s d thu ve 106 phieu tfl 18 ^ doanh nghiep vd 12 idng nghe cd tham gia ' xuat khau TCMN d 2 vflng ddng bdng sdng Hdng vd va ede tinh trung du Bae Bd, bao gdm ca doanh nghidp xuat khd'u true tiep, cd doanh nghidp sdn xuat - xuat khau, ca doanh nghidp hdu can xuat khau hodc dgi ly mua xuat k h i u gidn tiep.
Phuong phdp \3y mail Id chpn mau ngdu nhien thudn tidn. Cau true Bang hdi d d dam bdo tinh khdeh qiian la mdt tdp lien tge 24 cdu hdi, nhung
khi td'ng hdp lai gdm 5 tidu chi cau thdnh danh gid hieu sudt chien lupc marketing xuat khau cfla doanh nghidp, cu t h i :
Tidu chl 1 ddnh gid mflc dd vdn dung triet ly kinh doanh efla doanh nghidp cd theo d|nh hudng th| trudng xuat k h i u vd dfla tren nang Iflc market- ing khdng, qua dd ddnh gid dupc hidu sudt chien lupe Idm marketing cd phan bidt vd marketing mgc tieu cfla doanh nghidp gom 4 cdu hdi.
77du ehi2 ddnh gid thge trang vd hidu s u i t vdn dgng ede phuong thflc chien Iflpc lua chpn gia tri cho th| trudng xuat khau vdi 3 phfldng thflc chien Iflpe ndu trdn vd gdm 4 cdu hdi.
TiPu chf 3 ddnh gia mflc dd vd phgm vi hoach dinh chien lupc de xuat va dmh vj gid tn cdc ciido hdng th| trudng xuat kha'u mgc tieu gom 4 cau hdi.
77ety ehf 4 ddnh gid thuc trgng vd hieu suat t r i l n khai cdc cdng eg eanh tranh marketing ddng cho th| trudng xuat khau gom 7 cau hdi.
77euc/j;'5danh gia hieu suat dap flng cdc nang luc edt Idi vd khdc biet trong huy ddng ede ngudn lUc de thuc thi chien lUdc xuat khau eua doanh nghidp gdm 5 cau hdi.
Vide danh gia moi tidu chi gdm 4 - 5 tham so theo thang 5 diem, moi tidu chf cd 1 trgng sd phan anh mflc dd quan trgng tuong h6"giQa cac tieu chi vdi nhau ddng gdp vao hidu suat chung cfla chien lupc, vi vdy tdng trgng sd cua 5 tidu chf Id 1. Ket qua ddnh gid thuc trang chien lupc marl<eting x u l t khd'u TCMN efla doanh nghiep Viet Nam dUpc tdng hpp qua bang sau (Xem bang 2).
," Ket qua danh gia hidu suat chien lupc marketing xuat khau TCMN eda eae doanh nghiep Viet Nam
T i t u c N d l r l i g l i
H J c W ^ ' ' i " ' l n f l l f h n l i i t e t f i i l | t i l i l i i a i p h w a n o X K n n i i i l r i u _ 0,15 UiJc df In6i khai cac phuoig IhtfecMn lujcmailietnamjfll'Mu MJc dj v^ fti^m VI hofchi^nh diiA line SSta&n Biiti vichio hanglh)ti«ln9i
0,25 BUmn efhich
Hdc M In&i khai cjc cfiig a canh (lanli martielrg d ^ g chD mii th|
liuibf[ xuii UiJu muc tihi
H((u MiS c k ning kfc cJI Uj va thac W Ircng Ih/c thi chifn luoc nwkdng xudt khf u
JlAjhop _.
Tfl bang 2 cho phep nJt ra mdt so nhdn xet sau:
1. Xet tren tn sd tmng binii, hidu suat chidn lupc thj trudng xuat k h i u phdn dnh mflc dp vd chat lUdng thflc te cua gid tri chien lupe th\ tnJdng xuat k h i u trong ddi sdnh vdi ehuIn danh nghTa dupe coi Id tdt nhdt (5 diem) thi ehi dat 2.79 diem - mflc trung binh yeu. Neu Iogi bd anh hudng eua tinh
36 47/2012
KHOA HQC . ^^
^hifomg Mai 35
QUAN T R | KINH DOANH
chfl quan do ddi tupng trdc nghi$m thi tin rdng tri sd ndy cdn thSp hdn.
2. Xdt vd e l u thdnh. 4 tidu chi dSu dgt mflc dUdI 3 d i l m ddu Id khdu yd'u eua chiln lupe marketing xudt khiu, trong dd y l u n h l t id 2 tieu ehl 3 vd 4 {2,65 dilm), phdn dnh ndng lfle d[nh v| cgnh tranh mar- keting dOng cfla DN trdn th| tn/dng cdn y l u vd vi v$y x I p Iogi v| t h i cgnh ti'anh vd d|nh v| gid tri trdn th|
trudng xuit k h i u cOng b| anh hudng ldn.
3. Xdt vd dd l$ch c h u I n dao ddng trong khodng 15-18,5% so vdi tri s d tmng binh, gid tn ndy tnsng mdt tdp phflc hpp vd khdc bidt cua cde Iogi hinh.
quy md. vflng m i i n Id cd thd c h i p nhdn dupc tfnh dgi di$n. Vdl phuong phdp d i l u tra trdn cho phdp vdn dgng quy t i e 3S cua quy ludt phdn phdi c h u I n , cd t h i nhdn d|nh khodng 13-15% sd doanh nghidp cd hidu s u i t ehiln lupc khd; 22-25% sd doanh nghidp cd hidu s u i t c h i l n lupe y l u ; 26-30%
doanh nghidp tmng binh y l u vd 32-35% doanh nghidp tmng binh vd tmng binh khd.
4. Sfl c^dnh Idch d i l m ddnh gid tidu ehf 4 vd 5 Id khd rd net, d i l u dd chflng td hidu Ifle sfl dung ngudn Ige de khai thde th| tmdng qua cae edng eg mailteting nhu: chdo hdng th| trfldng cde sdn pham, gia vd d|ch vg, kdnh phdn phdi vd bdn hdng, tmyen thdng marketing vd xflc tien x u l t k h i u , c h i t lupng vd ndng s u i t d|ch vg khdeh hang xuat k h i u vd tinh linh hogt, tin cdy cua hd thdng cung flng deu cdn t h l p .
Tfl nhdn xet vd thdo ludn tren, cho phep dua ra mdt s d dinh hudng giai phdp hoan thidn vd phdt tiien chien lupc marketing x u l t khau TCMN trong thdi gian tdi.
3. Mgt so ham y ve gidl phdp phdt t r l l n chien lupc marketing xuat kha'u TCMN cua doanh nghidp Vidt Nam thdi gian tdl
3.1. Ddi vdi doanh nghl$p xual khau TCMN.
Bao gom:
Mpt Id, ddi mdi tu duy trong lpa chpn chidn lupc lim marinating muc tidu trong xudt khdu TCMN
Hidn nay, n h i l u doanh nghidp chfl y l u v l h xuat k h i u can efl theo nhOng don hdng ridng le cua khdeh hdng vd sfl s i n cd cfla ngudn hdng md ehfla cd mOt c h i l n Iflpc marketing x u l t k h i u trong ddi hgn. D i l u ndy ddt doanh nghidp vdo t h i b|
ddng, khd thich flng vdi nhOng thay ddi cua thj ti-fldng x u l t k h i u . Trong d i l u kidn eanh tranh gay gdt nhu hidn nay khi v i n de thi trudng x u l t k h i u bxi thdnh moi quan tdm hdng d i u cfla mpi doanh nghidp xuat k h i u , mdi doanh nghidp cdn cd e h i l n
Iflpc marketing tht tnJdng x u l t k h i u muc tidu, ddm bdo khdng ehl ddp flng tdt nhu eau efla khdeh hdng md cdn eung flng gid tr| gia tdng cho khdeh hdng n h i l u hdn ddl thfl cgnh tranh.
Hal li. ndng cao chdt lupng vd hipu sudt chidn lupc dd xudt vd dinh v/ gid tn chio hing theo thi tmdng xud't khdu mpc tidu
ThO nhdt, cdc DNXK c i n vdn dgng tdt cdc cdng cg phdn tich TOWS e h i l n Iflpc cua deanh nghi$p trong t l l p cdn todn c l u . Bd tgo cd sd cho hogch d|nh c h i l n lupe marketing x u l t k h i u mgc tidu hodc ed phdn bi$t, doanh nghidp phdi xdc d|nh cdc y l u t d v l ed hdi vd nji ro tfl mdi tnidng vd th| trudng; d i l m mgnh, d i l m y l u cua minh. Ddl vdi x u l t khdu m$t hdng T C M N , doanh nghi$p W§t Nam ndi chung cd nhQng Ipi till nhu: (1) So vdl cdc m$t hdng cdng nghidp *uSt k h i u khdc, trong eflng mdt Iflpng kim nggch x u l t k h i u thu v l nhfl nhau, ty Id chi phf sdn x u l t cd ngudn gdc ngogi td eua TCMN tiilp hon, do dd thu nhdp ngoai t$ rdng cfla TCMN x u l t k h i u se cao; (2) Doanh nghi|p cd t h i tdn dgng ngudn lao ddng cd tay nghe khdo Ido ddi ddo, gid re; (3) D i l u kidn l|ch sfl, d]a ly tfl nhidn vd bdn sde vdn hda, xd hdi cfla nude ta r l t thudn Ipi cho vi^c phdt t r i l n sdn x u l t TCMN, tgo ngudn hdng ddi ddo eho x u l t k h i u ; (4) Cdc th| trudng xuat k h i u TCMN chfl y l u cfla nude ta hi$n nay cd nhu c l u nhdp k h i u dn d|nh va tUdng ddi de tinh ddi vdi eae mdt hdng TCMN XK cua Vidt Nam.
Tuy nhien, cde doanh nghidp x u l t khau TCMN nude ta eung gdp phdi nhflng b i t Ipi nhU: (1) Tuy nudc ta da bude d i u hlnh thdnh cae vung nguydn li$u vd phdt trid'n cdc Idng n g h l nhung c h i t Iflpng m l u ma cdn t h l p , ehfla ddng deu vd it thay ddi;
(2) Chua ddm bao ed dupe ngudn nguydn liiu c6 c h i t lupng cao d i h d i n ndng s u i t san x u l t thlp;
(3) Cdng nghd c h l tde TCMN x u l t k h i u edn n$ng tfnh thfl cdng. Ige hdu, k i t e l u hg tang XK TCI^N edn y l u kdm ndn gid thdnh vd phi gidn tiep khdc eho XK TCMN cdn cao; (4) Ndng Iflc quan 1;^ chuoi gid tn ngdnh TCMN XK ehUa ddp flng dflpe y l u c l u XK trong d i l u ki$n tfl do hda thUdng mgi, d$c bidt Id khdu R&D m l u ma, marketing, dU bdo th|
trudng; (5) XK TCMN tilm I n nguy cd do gdp phai sflc dp cgnh tranh ngdy cdng Idn tfl Trung Qudc, An D d vd cdc nfldc ASEAN
ThtJf hai, Ifla chpn Wi i tii/dng xuat k h i u muc tidu vd xdc d|nh Iogi hinh chiln lupe marketing XK phfl hpp.
Tfly theo mgc tidu, ndng luc marketing oils doanh nghi#p, dd h i p d I h va tinh the cgnh ttant
KHOA HOC _
36 ThiAing Mai" So 47/201!
QUAN TRI KINH DOANH
rdn till tmdng, doanh nghidp se ifla ehpn ede
;hiln lUpc marketing xuat khd'u phfl hpp nhu chien upc marketing thdm nhdp th| trudng, khai thde th|
nidng, phat ti-ien th| ti-Udng. bao phfl th| trfldng, lay phdt t r i l n sdn phd'm...
ThO ba, xae ldp d|nh hudng c h i l n lupc Idm marketing mue tidu, khdc vdi Idm marketing dgi tra, dinh hUdng chien lupe nay ddi hdi doanh nghidp UiUe hidn phdn doan th| tnJdng. Ifla ehgn mpt/nhieu phan dogn th| tnJdng mye tieu vd hegch dmh chdo hdng th| tmdng cflng chfldng trlnh mar- keting thfch flng vdi phdn dogn dflpc Ifla chpn.
ThO tu, tdp trung ndng cao nang lfle ed't idi vd khdc bidt trong thfle thi ede chien Iflpe marketing xult k h i u .
Dfla trdn nhflng hid'u biet ve th| tmdng. cde doanh nghidp xem xet ITnh vflc kinh doanh, kha nang tdi chinh, mflc dd rfli ro... d l ehgn ra phdi thfle chdo hang th| trudng phfl hpp vd khde bidt.
Doanh nghidp can dinh vi gid tn trdn th| trfldng trpng diem hay xdc dmh cdp sdn pham/th| trudng tren co sd phdn tich vi the hidn tgi cua minh va ddi thu cgnh ti'anh.
Ba la. nang cao nang lue eanh tranh marketing ddng tren thi tmdng xud't khd'u
Tmdc h i t , can tap tiijng nang eao ndng luc canh tranh cfla TCMN xuat khd'u thdng qua ha gia thanh. ddl mdi m l u ma. ndng cao nang suat, c h i t lUdng san pham, da dang hda mdt hang, vd xdy dung thUdng hidu san phd'm TCMN Vidt Nam.
Tren CO sd nay, tdng cfldng ndng lfle cgnh tranh marketing cde yeu t d g i d , dich vu san pham, kenh marketing, xuc tien ttiUdng mgi x u l t kha'u, d|ch vg khach hang vd tang dd linh hoat eua hd thdng cung flng gao cfla eae cd sd sdn x u l t , che tdc vd logistics.
3.2. Mpt so Men nghi vdl ca quan quan iy Nha nudc va Hidp hpi TCMN Vidt Nam (Vletcrafts).
Bao gom:
Mpt la, hogch dmh chien Iflde vd quy hogch phat trien nganh kinh doanh xuat k h i u TCMN eua mdi dia phuong ed tiem ndng nguyen lidu vd idng nghe.
Hal la, Nha nude can cd ehinh sdeh trong vide dieu ehinh cd eau san xuat cae Idng nghe TCMN theo hudng tdp trung vdo muc tidu ndng cao c ^ l t lupng, gia t n gia tdng TCMN xuat khau vd giam gia thdnh.
Ba la, Nhd nfldc va Vletcrafts tang cfldng hd'trp cdng tac xflc tien thfldng mai x u l t khau, cung cap thdng tin vd dfl bao thi trfldng TCMN the gidi eho
ede doanh nghidp x u l t k h i u .
Bdn Id, cd chfnh sdch thu hflt dau tU trong vd ngodi nude, dde bidt id d I u tU trong nUdc vflng nguyen li^u vd sdn x u l t vd che tdc TCMN x u l t khd'u vd hd'trp tdi ehfnh cho lang nghe vd doanh nghidp x u l t k h i u TCMN.
NSm Id, huy ddng kenh Vidt k i l u vdo phdt triln th[ trudng x u l t k h i u gao.
Trdn ddy Id mdt sd k i t qud nghidn cflu v l phdt trien chien Iflpc marketing xuat khau TCMN eCia cdc doanh nghi$p Vi$t Nam. Cung nhu mpi hdng hda x u l t k h i u , v i n de marketing xuat kha'u Id khau tgo gid tr| gia tdng eao treng ehudi gid tr|
ngdnh kinh doanh, vd vdi TCMN Igi cdng quan trgng bdi nd vfla Id d i l u kidn hidn thuc vd khd thi tgo gia tn gia tdng cao cho ngudi ndng dan, cde Idng nghe, lai vfla cdn bang vd khai thdc cac Ipi the cgnh tranh so sdnh cfla dat n u d c . ^
Tdl llSu tham khao:
1. Bd Thuong mai, Chidn lOpc phdt trien xudt nhdp kfiau hang hda vi dich vu cua Viet Nam thdi ky'2oii-202a',2Qn
2. Nguyen Bach Khoa, Marketing thuang mai qudc te , NXB Thdng ke, 2008
3. Johny Johansson (2009), Global Marketing, Boston; MeGraw Hill
4. Websites: http://wvifw.moit.gov.vn (Bd Cdng thuong)
http://www.gso.gev.vn (Td'ng ego Thong'ke) Summary
In recent years, the exports of Vietnam fine-art handicraft have gained significant achievements with exporting markets considerably expanded.
However, the number and scale of the markets are not equivalent to our export potentials. Moreover, the present context with fierce competition and global integration has put the exporting activities in the face of many challenges. It is therefore important for Vietnam enterprises to develop an export marketing strategy so as to exploit market- ing opportunities and reach the export targets
So 47/2012
_ _ l i H O A HOC _ .
