PhiFcng thu'c tham nhap thj triFdng thuy san dong lanh tinh Quang Dong, Trung Quoc:
Thyc trang va mot so khuyen nghj
TS. NGUVfeN H O A N G V I E T '
Nghien ciru ndy phdn tich, ddnh gid cdc nhdn td chinh tdc ddng din phircmg thitc thdm nhdp thi truang tinh Qudng Dong, Trung Qudc, lit do xdc lap phuang thirc thdm nhdp thich hgp ddi vai cdc doanh nghiep thuy sdn ddng lgnh Viet Nam, nham gidm thieu cdc rui ro cho cdc doanh nghiep thuy sdn Viet Nam. Phirang ihirc thdm nhdp thi truang cde tinh duyen hdi cita Trung Qudc. Kit qud nghiin ciru cho thdy, phuang thiic thdm nhgp thi truang Trung Qudc ndi chung vd tinh Qudng Ddng noi rieng phu thudc tru&c hit vdo cdu true cgnh tranh thl tru&ng, llep din Id cdc dieu kien ve quy md vd vi thi thi truang cua doanh nghiep thdm nhdp.
Tit khda: Chiin lugc thdm nhgp, phuang thiic thdm nhgp, thiiy sdn, Qudng Ddng 1. Mpt so ly thuyet co* ban ve phutmg tiiuc tham
nhap thi tnrdng thiiy san dong lanh Trung Quoc Chien lugc tham nhap thi trudng (CLTNTT) Id chien luge duge hoach dinh nham xdc lap cdch thiie eung iing sdn phdm/dich vy cua doanh nghiep vdo mpt thi trudng muc tieu mdi (Littler/Wilson, 1995). Bat ky doanh nghiep nao cd hoat dpng kinh doanh qu6c te deu su dung
Wnh I: Moi quan he giira chieii lugc toan cau, chien lugc quoc te hoa
mpt chien lugc de dieu hdnh hoai dpng qu6c te ciia no md ngudi la gpi theo ngbia rpng Id chien lugc loan cau (Hill/Jones, 1988). Chien lugc loan cdu tao ca sd hinh thanh CLTT^TT quoc te, trong khi ban than CLTNTT dua ra mpt ke hoach long the de Iham nhap vao mpl thi trudng nudc ngoai va cdc phuong lien dugc xem xel de dat dugc muc tieu ndy.
chien lugc tham nhap thi trudng va phuong thdc tham nhap thj trudn;
Chien lugc toan cau k^ hoach dieu hdnh cac hoai dpng quoc te
[21 151
Chien lugc quoc te hoa
k^ hoach tham nhap cac thj trudng nudc ngoai khac nhau Chien lugc tham nhap thj trudng k^ hoach thdm nhap vao mot thj trudng mdi
Phugng thdc tham nhap thi trudng nhan to trung lam ciia CLTNTT
•Tnrtrag D?i hpc Thirtnig m^i
NhOng vin di KINH T^ VA CHINH TR] TH^ Gldl S6 4(204) 2013 -
"??:
Phuong Ihifc tham nhdp thi trudng thiiy san.. Nguyfen H o a n g ^ t Phuong thuc thdm nhdp (PTTN) la cdch thuc
doanh nghiep su dung de "dap img thi trudng nudc ngoai", vi du: xudt khdu, thanb lap mpl cbi nhanh sd hihi hodn todn, mua lai ...Sanjeev &
Ramaswami (1992) dinh nghia PTTN la su sap xep dugc lya chpn bdi doanh nghiep de tien hdnh boat dpng kinh doanh d thi trudng nudc ngodi. PTTN chi ra con dudng, each thuc cho mpt doanh nghiep banh dpng de cung img sdn phdm/dich vu hien dien tren thi trudng mue tieu nhdm thyc hien chien lugc kinh doanh quoc te ciia hp. "Mpt PTTN md mot doanh nghiep da qu6c gia lua chpn se the hien muc dp cam ket ciia doanh nghiep do ve ngu6n lyc dau tu eho boat dpng d nudc ngodi, muc dp nii ro ma doanh nghiep phdi doi mdt vd cap dp kiem soat md doanh nghiep co the thyc hipn tren thj trudng mdi" (Ghauri, P. &Cateora P. (2005).
Ghauri & Cateora (2005) cho rdng khi mot doanh nghiep thyc hien cam kel d^ vuon ra thi trudng qu6c tl Id khi doanh nghiep phdi quyet dinh va hoach dinh CLTNTT quoc te. Co rat nhiSu PTTN thi Irudng quoc te tiiy thupc vao muc tieu ciia CLTNTT nudc ngodi khac nhau de cdc doanh nghiep lua chpn. Moi phuong thue c6 nhimg lgi the vd ban ch6 cu the, phy thupc chu yeu vao thdi ca thi trudng vd kha nang dap irng thi trudng qu6c t6 cua doanh nghiep. Nghien ciiu ndy phan biet cdc PTTN Ihi trudng quoc le ehu yeu theo ti^u chi vi tri dia ly trong trien khai hoat dpng san xuat. Mdt Id, PTTN tir hinb thuc sdn xuat tai qu6c gia tham nhdp, bao gom: lien doanh v6n chu sd hihi (Equity Joint Venture); Cac chi nhdnh sd hihi hodn toan (Wholly Owned Subsidiary); Mua I^i (Acquisition). Hai la, PTTN tu hinh thitc sdn xuat trong nudc, bao gom: Xudt khdu tryc tilp vd xudt khdu gidn tiep.
Wnh 2: CLTNTT Trung Quoc tir cdc nhan t - Chinh sdcb Ihi trudng ciia Trung Quoe
- Chinh sdch md cua thu hiit dau tu nudc ngodi cua Trung Qu6c - Anh hudng ciia WTO
1. Quy md vd tiem ndng thi trudng:
+ Quy mo thi trudng hien tai + Tiem ndng tdng Irudng 2. Cdu tnic canh tranh:
+ Cau tnic canh tranh + Lgi the canh tranh 3. Cde rdo can thi trudng:
+ Yeu cdu ve nguon von + Tiep can vdi nguon cung + Tiep can vdi Ihi trudng
Cdc nhdn t6 lien quan den vi tri hoat dpng:
+ Cdc ddc khu kinh ta (SEZs) + Nhirng Ihdnh ph6 md ven bien + Nhiing vi tri khac
' i h u o n g thucTNTT^
- Phuang thue sdn xuat tu ben ngodi:
+ Lien doanh + Md ehi nhdnh + Mua lai - Phuang thuc sdn xuat tir trong nudc + Xudt khdu
Nguon: Tdng hgp tic Tse & Pan & Au vd bd sung ciia tdc gid.
Tac gid nghien ciiu cu the lai khu vyc tinh Quang Dong, ddc biet la trong cde khu vyc nghien cuu ve m6 hmh TT4TT dd dua ra dugc nhieu nhan to cu the cd arth hudng den cac doanh nghiep nudc ngodi, ciing vdi do tdc gid cung lim kiem nhung lap luan ve nhiing nhan to dnh hudng cy the
tai thi trudng Trung Quoc. Cu6i eiing, tdc gid nhan thdy mo hinh nghien cuu ciia Tse, Pan & Au (2000) Id thich hgp, nghien cim ndy dd phdt triln mpt mo hmh chung cho qua trinh lua chpn PTTN uong CLTNTT qudc tl. Tdc gid bdt ddu phal triln tren mo hinh nay nhdm dieu chinh mpt mo hinh
r46'r
-NhOng vin di KINH TC VA CHINH TR| T H £ Gldl S6 4(204) 2013Nguyfen Hodng Vlft Phuong thuc tham nhap thj trudng thuy san..
lua chpn PTTN cho cac doanh nghiep thuy san Vipt Nam (xem hinh 2). Md hinh gdm 2 nhom nhan to: Nhdn td nudc chii nha vd nhan td ngdnh kinh doanh. Moi nhdn to diu dnh hudng tryc tiep den PTTN hodc thong qua cdc nhdn 16 lien quan den vi tri boat dpng kinh doanh.
Doi vdi thi trudng Trung Quoc, Zhao (2005) de cap den 3 yeu cdu chien lugc ma cac doanh nghipp can ddp img khi tham nhdp vdo thi trudng nay, do la: yeu cau ve cdc nguon luc dja phuang, yeu cdu kiem sodt boat dpng va yeu cau ve toe dp gia nhdp.
Nhu edu ve ede ngudn lite dia phuang- Qudng D6ng Id mpt thi trudng ldn va ddc biet, nlu cdc doanh nghiep co yeu cau cao doi vdi nguon tdi nguyen dja phuang, nhu nguyen lieu th6 hoac tai san sdn c6 eua cdc doanh nghiep dja phuong, thi lien doanh vd mua lai Id PTTN toi uu [Sanjeev, A
& Ramaswami, S. N. (1992)].
Nhu cdu kiem sodt: Hinh thuc xuat khdu va cdc chi nhdnh sd hOu hodn loan co the Id sy lya chpn toi uu neu cdc doanh nghiep nudc ngoai muon dam bdo muc dp kiem sodi eao doi vdi todn bp qud trinh boat dpng kinh doanh, nhu cdc quyel djnh ve thdi diem gia nhap, dja diem boat dpng, phuong thuc boat dpng tai thj trudng dja phuong [Sanjeev, A & Ramaswami, S. N.
(1992)1.
Nhu cdu vi tdc do thdm nhdp: Toe dp cung Id mpt Igi the doi vdi mpt doanh nghiep mdi gia nhdp: Id dpng lyc dau tien de cd the co nhieu ihi phdn han, co nhieu lua chpn ban ve cac ngu6n luc dja phuang, co nhieu ihdi gian ban de cai thien he thdng logistics, dat muc doanh thu nhanh chong, ... Cd 2 hinh thuc xuat khau \ a mua lai deu nhanh chong vi kh6ng yeu cdu phdi xa\' dyng c a sd ha tang mdi [Sanjeev, .\ &
Ramaswami,S.N. (1992)1- 2. P h u o n g phdp nghien cihi
Thu thdp dd lieu sa cap: Ngudn dir lieu so c^p bao gom cdc cupc phong van trye tiep. qua
dien thoai va email bang edu hoi den nhung dli tugng dieu tra. Tde gia thu thap dir lieu so cdp tu 6ng Xu Guoxiang, CEO ciia Blue Wave, day Id mpt doanb nghiep thye phdm dong lanh qu6c te vdi nhieu kinh nghiem kinh doanh thanh cong tai Trung Qu6c; la mpl trong chu6i nha hang bai sdn ldn nhdl lai linh Quang Dong - Trung Quoc va ong Ye Yuan, Thu ky cua Hiep hpi Thuc pham dong lanh Trung Quoc. LTnh vyc ngbien ciai bao gom tinh trang hoat dpng ciia cac doanh nghiep nay, thi phan vd cac san pham ehinh, cac phan doan thi irudng. lgi the va han che khi hoat dpng tren thj Irudng Trung Quoc, yeu cdu ciia ngudi lieu diing, cau tnic thj trudng thyc pham d linh Quang Dong ...
Ve phia ngdnh thiiy san dong lanh Viel Nam, tac gia cQng da thuc hien mpl so cupc lien lac, ngudi dau lien la 6ng Nguyen Hiru Diing, mpt nha khoa hpc co nhieu nam kinh nghiem trong ITnh vyc thiiy san thupc Vasep; ngudi thu hai la ong Ho Quoc Lyc, Chii tich va CEO ciia Cong ly CO phdn Thuc Pham Sao Ta, doanb ngbiep nay da co mat Irong thi trudng Trung Qu6c khoang 10 ndm vdi cac san phdm che bien lir torn, va ngudi lien he cu6i ciing la 6ng Nguyen Tan Anh, PGD phu irach kinh doanh ciia Cong ty CO phan Thiiy sdn Minh Phii, don vi dan dau thi trudng ve sdn lugng xudt khau lom noi chung va xuat khau t6m vao thj irudng Trung Quoc noi rieng.
Nhdm Ihu thap thong tin so cdp, lac gid ihiel ke bdng cau h6i dieu tra cho cac doanh nghiep ihiiy sdn da co mat va cho cd cdc doanh nghiep dang xem xet tham nhdp thj trudng tinh Quang D6ng. De thu thdp lh6ng lin ve linh hinh hoat dpng eiia cac doanh nghiep va viec lua chpn PTTN, cupc khdo sdt se ddt ra cac cau hoi lien quan tdi thdi diem gia nhap, lya chpn muc tieu CLTNTT, sy ihay doi ve chien lugc do ke lu khi gia nhdp thj trudng den nay, dau la nhCmg biln so quan Irpng nhdl khi xem xet lua chpn PTTN.
NhOng vin di KINH T t VA CHJNH TRI THE Gldl S6 4(204) 2013 - 47
Phuang thuc thdm nhap thj trudng thuy san.. Nguyen HodjigV|it
Bdng 1: Danh sach cac doanh nghiep tham gia khao sat TT
1 2 3 4 5 6 7 8
Ten cong ty Blue Wave Haipawang Sinian Hai Fa Yang Silver Hua Tai Katokichi Minh Hai
Nudc chu nha Ddi Loan Ddi Loan Ddi Loan Hong K6ng
Dai Loan Thdi Lan Nhat Ban Viet Nam
TT 9 10 11 12 13 14 15
Ten cong ty Agrimexco Cd Mau Minh Phu SaoTa VTnh Hodn Amanda Foods Aquatex Ben Tre BIM Seafoods
Nudc chii nhd Viet Nam Viet Nam Viet Nam Viet Nam Vipt Nam Viel Nam Viet Nam
3. Ket qua nghien ciru PTTN thi trircmg thiiy nay, Viet Nam xual kh.^u sang Trung Quoc hon sin a8ng lanh tinh Quiing Dong, Trung Quoc lOO mat hang, g6m 4 nhom hang chinh sau: i) Tir nam 2004, Trung Qu6c da Iro thanh dai Hang nhien nguyen lieu; ii) Hang nong sSn; iii) tac thuong mai Ion nhdt ciia Viet Nam. Hien H™8 *"y san; iv) Hang tieu diing.
Bdng 2: Top 5 mat hang xuat nhap khau Viet Nam - Trung Quoe nSm 2011
Dffn vi: USD Mat liang xuat khau
Hang thiiy san I lang rau qua H^t dicu Ca phe Che
11.125.034.081 223.117.465 146.119.197 300.389.451 53.176.525 14.811.542
Mat hang nhap khau Hang thiiy san Sira va sail pham sua Hang rau qua Dau ma dong tliirc vat
Banh keo va cac san phiim tir ngu coc
24.593.718.707 18.716.235 513.763 157.971.732 6.515.528 7.703.221 Ngudn: Tdng cue Thdng ke vd Tdng cue Hdi quan.
Qudng D6ng Id mot tinh tren bd bien phia Nam ciia Trung Quoe, !d mpt trong nhung tinh gidu CO nhat ca nudc, vdi tdng GDP thupc nhom cao nhdl trong so lat cd cde tinh. Theo ket qua ciir. cupc long dicu tra iliii\ sd Trung Quoe dugc lien hanh tir thdng 6 ndm 2010, quy mo dan so Trung Quoc la 1,^4 ty ngiroi, chiem hem 19%
dan so the gidi va la nudc co quy mo dan so KVn
nhat the gidi. Trong dd, tinh Qudng Ddng co 104,3 tripu, la tinli cd quy md dan sd ldn nhat Trung Qudc.
- Ve Imh vuc kinh fi. Qudng Dong hipn nay la mot trong nhimg tinh gidu c6 nhdt nudc vdi GDP eao nhat trong so tdi cd cdc tinh. Theo so lieu ciia Tong cue Th6ng ke Trung Quoc, ndm 2005, GDP Qudng Dong binh quJii ddu ngirdi
-NhOng vin di KINH T t vA CHlNH TR| THt Gldl S6 4(204) 2013
Nguyfen Hodng Vigt Phuang thdc tham nhgp thj tnjdng thuy san...
dat gdn 3.000 USD, dung ddu Trung Qudc. Den ndm 2010, con s6 ndy dat xap xi 7.000 USD.
De thu hiit ddu tu nudc ngodi, ddy manh san xuat hudng tdi xuat khdu vd cdc hoat dpng theo djnh hudng thi irudng, ddc khu kinh te (SEZ) dau lien cua Trung Quoc dugc thdnh lap vdo cudi nhung ndm 1970 tai thdnh ph6 Thdm Quyen (Qudng D6ng) vdi nhirng chinh sach rdl uu ddi, 2 thdnh pho khdc cung d linb Qudng Dong Id Chu Hdi vd Sdn Dau cung dugc xay dyng thdnh SEZs trong thdi ky nhirng ndm 1980. Chinh phii Trung Qu6c da dp dung mdt khu6n khd ty do kinh te vd ban hdnb rdt nhieu quy djnh ciia Chinh phii tai SEZs, cdc doanh nghiep co the hudng Igi ich tu chi phi nhan
c6ng thap, mien gidm thue, ciing nhu khong danh thue lien quan den nguyen lieu tho vd cong nghe (Zhao, 2005).
Tdc gia nghien ciiu thj truong thiiy san tinh Quang Dong de lim hieu cau tnic thi irudng ndy, bao gom: Tiem ndng thi trudng, rdo cdn thj trudng va eau tnic canh tranh. Thj trudng thiiy sdn d6ng lanh tinh Quang Dong bao gom nhieu thdnh phan, nhdng thanb phan chinb tham gia vao chuoi cung img thj trudng dugc the bien trong Hinb 3, bao gom nha cung cap nguyen lieu tho, nhd sdn xual hdi sdn, nba nhap khau, nha ban bu6n, nhd bdn Ie, vd khach hang la diem dimg cuoi ciing. Nhimg tbanh phan nay hinh ihanh nen mpt cau tnic tang nac ibi Irudng phuc lap.
Wnh 3: Chuoi gid tri thi trudng thuy sdn dong lanh tinh Quang Dong
>.'l->a c u n g c a p i i g i i > en l i ^ u t h o ( C " o n g t y T l i u y s a n c o n a ; i> n h g p k l i ;
n g v i y c n H^iii
zr:
>-rha s d n T^iiar i h a n h p h a m ' c l i e b i e n l^i < S a n p h a m c u o i CUHE;!
> ; h a b a n b u o n p h a n p h o
_ i. '" '
>;ii.i b a i l l e
Ngudn: T6ng hfrp Tse & Pan & Au & Teng va Co the nhjn thay ring, hiu hit cac doi tucmg trong cdu true thi tnrang nay khong chi co mgt kenh dj di iin giai doan tiep theo, ma con co the lira chpn nhieu kenh khac nhau, dieu nay co nghia 14 gin nhir tit ca san pham tii doan thi tnr&ng tren co thi tr\rc tijp ket n6i vcri cac doan thi tru&ng thap hom.
bo sung cua Idc gid.
- Tiim ndng thi truffng: Danh gia ve tiem nang thi tnrcmg phu thupc vao qua trinh dieu tra ve quy mo thi tnrcmg hien tai va tiem nang tang Oarong.
Quy mo tlif trurcfng: Khach hang cuoi ciing ciia nganh thiiy san dong lanh tap trung vao cac ca nhan co thu nhap trung binh va cac nha hang kinh doanh (He, 2001). Qua trinh do thi hoa la
NhOng vin Oi KINH I t VA CHiNH TR| THt Gl6n S6 4(204) 2013 - 49
Phuong Ihifc tham nhgp thj trudng thuy san.. Nguyin Hodng^/jgt mdt yeu to quan Irpng Irong viec gia tdng nhu
cau ve thuy s£ui chat lugng cao. Dieu ndy chu yeu dung d cdc nudc dang phdt trien, nai dan s6 do Ibi CO muc thu nhap cao ban nhtmg ngudi s6ng d khu vyc nong th6n. Tuy nhien, tai tinh Qudng D6ng, do nen kinh le eo muc dp phdi trien cao, nhieu vimg nong thon dan cu c6 the CO thu nhdp tucmg ducmg muc dp Ihu nhdp eiia dan do thj. Vdo cuoi ndm 2010, dan so ciia tinh Qudng Ddng Id 104,3 trieu ngudi, ty le do thj boa ciia tinh nay Ien den 63,5 % vdi 60,5 trieu cu dan d6 thi, so vdi 45,7% tren lodn quoc. Doi vdi kenh cdc nhd bang, thi khd ndng tieu thu ciing rat ldn, co han 8.200 khdch san/nhd hdng trong khu vuc dong bang s6ng Ngpc.
Sdn lugng tieu thu sdn pham thuy sdn binh quan dau ngudi ciia Trung Quoe, xdp xi 12 kg, vd theo tinh todn cua Tong cpc Thong ke Trung Qu6c, con s6 nay da tdng 130% trong vong 10 ndm tu ndm 1998. Vd den ndm 2010, tong sdn lugng thiiy sdn tinh Qudng Dong sdn xuat dugc Id 4.016 tripu tan, nhung ciing chua du ddp ung yeu cau thj trudng. Trong khi muc tieu thu thuy sdn binh qudn khu vyc d6 thi trung binh cd nudc Id 327 (RMB)/ngudi/lhu nhdp thuc t§
19.109 RMB, thi tai tinh Qudng Dong, con s6 d6 Id 658 RMB/ngudi/thu nhdp thyc tk 23.898 RMB. Qua 66, c6 the ket luan rdng, quy m6 hipn thi trudng thuy sdn dong lanh tinh Qudng D6ng Id rat ldn.
Tiem ndng thi truang: muc dp gia tdng ve thu nh^p va sd lugng khdch hang Id 2 nhdn t6 ddng g6p quan trgng den tiem ndng thj trudng.
Tbeo sd lieu tu T6ng cue Th6ng ke Trung Quoc, dan s6 tinh Quang Dong tdng trung binh 1,23%/ndm, ldm gia tdng lugng khdch hang tieu dimg sdn pham thiiy sdn. Cimg vdi su phdt triSn ve kinh te, ty le gia tdng thu nhap trung binh ciia ngudi dan Trung Quoc la 10,8%. Den ndm 2009, ty lp ndy la 6,90%, gidm do dnh hudng cua cupc khiing hodng tdi chinh todn cau. Tuy nhien, nen kinh te Trung Quoc phuc hoi khd nhanh vd muc thu nhap thuc ii ndm 2010 da cao
hem 2009 va ndm 2011 dat ty le tang Id 8,3%.
Tong hgp tdt cd cdc dir lieu tren, cd the kk iuan rdng thi trudng thuy sdn d6ng lanh Qudng Dong se tiep tuc cd sy tdng trudng tieh cyc.
- Rdo cdn gia nhgp thf tru&ng: Cac rdo cdn chinh bao gom yeu cdu vS v6n, ti^p can ddu vdo vd liep can tbi trudng. Yeu cdu ve v6n dugc coi la rao can quan trpng nhat de gia nhap vdo thj trudng hdi sdn ddng lanh. Ly do chinh Id lgi nhuan thdp vd sy canh tranh khdc liet eua ngdnh cong nghiep thuc phdm ddng lanh, cac doanh nghiep chi cd the cd dugc mpt igi nhuan bien hep tu doi tugng khdch hdng tnmg Iuu. Mpt lgi the quan trpng niia phu thupc kh6i lugng mua bdn ldn nen ciing doi hoi lugng vdn idn. Ddc diem dac trung cua thiiy san dong lanh Id d6i hoi dieu kien bdo qudn khdt khe nhu phai c6 kho lanh vd cdc phuong tipn van chuyen chuydn dung, nen can phdi co mpt lugng von dau tu ban dau cao. Trong dia phan tinh Qudng Dong, ehi phi dau tu ban ddu cdn thiet de bdt dau kinh doanh ngdnh nay can it nhdl tir 200.000 RMB din 50 trieu RMB (Teng, 2004).
Khd ndng tiep can dau vdo vd tiep can thi trudng Id nhihig rdo can quan trpng. Khi ngdnh cong nghiep ndy phy thupc vao tai nguyen thien nhien, vd sdn lugng d phia Nam Trung Quoc khong the dap iing cdc yeu cau cua sdn xual, gay nen tinh trang mat can bdng giiia siie mua manh me vdi viee khdng dap iing dii cdc nguyen lieu tho de che bien, so che, ket qud tryc tiep Id su gia tdng cua gia nguyen lipu tho va moi trudng tiep thi trd nen kho khdn han, phdt trien va duy tri on djnh he th6ng thu mua trd thanh mpt ddi hdi rat quan trpng doi vdi cac gia nhap mdi. Viee tiep can thi trudng dau ra ciing rat quan trpng, mang ludi hau can vd tiep thi kiem sodt doanb sd bdn hang, mang ludi hdu cdn va ti^p thj hipu qud vd dang tin cay c6 th6 tilt kipm chi phi hoat ddng vd tdng cudng doanh s6 ban. Bh ddp ung rdo cdn ndy ddi hdi, doanh nghipp phdi nghien cdu thj trudng can than vd -NhOng vin di KINH Jt VA CHfNH TRj T H 6 Gldl S6 4(204) 2013
Nguyin Hodng Vl$t Phuong thuc thdm nhap thi trudng thuy san.
dpi ngQ nhan vien chuyen nghiep co nhieu kinh nghiem vd quen thupc vdi m6i trudng kinh doanh dja phuang.
- cdu true cgnh tranh: Hinh thdnh cdu tnic canh tranh dn djnh 3 cdp dp. Phdn cdp ddu lien Id canh tranh giiia cdc doanh nghiep c6 pham vi hoat dpng d cap dp todn qu6c, d6i thii canh tranh chu yeu bao g6m tap dodn thyc pham d6ng Ignh Longfeng vd Haipawang. Doanh thu hdng ndm eua 2 doanh nghiep ndy la hem 100
Bdng 3: M$t so doanh nghiep thuc pham
trieu RMB, cdc doanh nghiep da thilt lap mang ludi mua ban chuyen nghiep vd rpng khdp bao phu ed nudc. Phan cap thu 2 lien quan din cdc doanh nghiep doanh Ihu hang ndm lu 50 - 100 trieu RMB, quy mo hoat dpng tap trung d quy m6 cap linh. Phdn cap cuoi cung bao gom cdc doanh nghiep vdi doanh thu hang nam dudi 50 trieu RMB, mang ludi tiep thj chi co thl dat din cap dp thdnh ph6 tryc thupc tinh trung uong (He, 2006; Pan & Tse, 2000).
dong lanh t^i tinh Quang Dong Ten cong ty
Longfeng, Haipawang Weibang, Yingke, Aunt Shu, Goubuli, Sinian, Sanquan Rileng, Sanxiao, Nanxiang, Guiguan, Port Wanzai,...
Quy mo hoat dpng Cap dp todn qu6c
Cdp dp tinh
Cdp dp thdnh pho
Doanh thu hang ndm (RMB)
>100 50- 100
<50 Nguon: http://www.moil.gov.vn: http://www.cnfm.gov.en
Cau tnic cgnh tranh ndy da irai qua mpt tbdi ky ddi, nd rat ben viing va khd khdn doi vdi nhieu gia nhap mdi, rat kh6 de cd the phd vd cau tnic ndy.
Moi doai^ nghipp deu cd mang ludi hau edn va marketing rieng, chi cdn 1 hodc 2 sdn pham dac biet dd cd the khien doanh nghiep dat dugc nhiing lgi the canh tranh ddng ke trong pham vi thi trudng md doanh nghiep do ndm giij. Vi dy, Haipawang dan dau thj trudng bdnh bao hdi sdn, gid sdn pham bdnh bao hdi sdn ciia Haipawang gdn nhu trd thdnh gid tieu chudn trong ngdnh. D6i vdi thj trudng thuy sdn ddng lanh ciia tinh Qudng E)6ng, Longfeng, Haipawang, Sanquan vd Sinian chilm tren 60% thi phan (Zhao, 2005).
Ngdnh cdng nghipp thuy san cua Trung Qudc phy thupc nhieu vdo tdi nguyen thien nhien va thieu sdng tgo dpi pbd, chu ky s6ng ciia mpt san pham it nhat Id 10 ndm. Trong tinh hinh khdng cd sdn pham mdi, de giQ' Igi the canh tranh, cdc
doanb nghiep phai tim each giam chi phi khien cbo toe dp tdng trudng chdm, dieu do khien canh tranh tren thi trudng ngdy cdng gay gdt.
Canh tranh tren thj trudng thiiy sdn Trung Qu6c tap trung vdo cac c6ng cu xiic lien bdn vd qudng cdo, do do mpt phan Idn lgi nhudn dugc ddnh eho cac chien djch quang cao ldn, chi phi quang cao chiem tren 20% doanh thu (Pan &
Tse, 2006). Ciing liic do, ede doanh nghiep cung c6 gdng giam gia thdnh sdn pham, dieu ndy Idm cho Igi ich can bien cua sdn pham bi thu hep Iai. Tap trung cho qudng cdo vd giam gia sdn pham dd han che su d6i mdi vd phdt trien san pham mdi.
4. Ket qua khao sat thuc trang PTTN thi trudng tinh Quang Dong
Cupc khdo sdt quy m6 nho dugc thyc hien vdi sy giiip dd ciia Vasep. Tac gid nhan dugc 15
NhOng vin di KINH T t vA CHINH TR| THg Gldl S6 4(204) 2013 -
Phuang thuc tham nhdp thj trudng thuy san.. Nguydn Hodng VIgt phieu trd ldi cdu hoi khdo sdt, nhiing d6i tugng
tham gia bao gdm cac doanh nghiep nudc ngodi din tir Dai Loan, H6ng Kong, Thai Lan, Vipt Nam, 86% Irong so do la cac doanh nghiep vua vd nho. (Xem Bdng 4).
Bdng 4: Thdi ky gia nhap thi trudng
Bdng 5: Lira chpn PTTNTT Quang Dong
ThM gian
Truoc nam 1995 1995-2000 2000 - 2005 Sau nam 2005
So lirpng doanh nghifp 1 3 4 7
Tylf
(%)
6,6 20 26,8 46,6 Nguon: Tdng hgp tit ket qud diiu tra.
Bdng 4 cung cap th6ng tin ve thdi gian cdc doanh nghiep thiiy sdn nudc ngodi gia nhap vao tinh Quang Ddng. Co the quan sdt Ihay rdng, co 2 thdi ky dinh cao trong viec gia nhdp cua cdc doanh nghiep thiiy sdn nudc ngodi, thdi ky dau lien Id trudc 2005, phdn ldn cac doanh nghiep Hong Kong, Dai Loan vd Nhat Ban gia nhap thi trudng Qudng D6ng vdo thdi ky ndy, thdi ky con lai la lir 2006: cdc doanh nghiep din tir cdc qu6c gia D6ng Nam A bat dau gia nhap thj trudng Trung Qu6c.
Bang 5 l6ng hgp nhung lya chpn PTTN ban ddu cua cdc doanh nghiep nudc ngodi vdo tinh Qudng D6ng, 68% doanh nghiep gia nhdp thj trudng ndy bdng con dudng xuat khdu, 16% gia nhap vdi hinh thuc cde cong ty lien doanh. Dilu do the hien rdng, cdc doanh nghiep nudc ngodi ua thich cdc PTTN co dp nii ro thdp nhu hinh thirc xudt khau vd lien doanh.
Phinmg thirc tham nh^p Xuat khau Lien doanh Chi nhanh scr hihi hoan toan Mua lai
So lirpng doanh nghifp
8 4 2
1
Tylf
(%)
53,3 26,6 13,3
6,8 Nguon: Tdng hap tit ket qud dieu tra.
Bdng 6 cung cdp th6ng tin ve sy lya chpn dia diem boat dpng cua cdc doanh nghipp nudc ngodi. Nhieu doanh nghiep ddt co sd kinh doanh tai cdc SEZ. Tuy nhien, nhieu doanh nghiep bdt dau md rpng boat dpng kinh doanh lai Trung Qu6c ngodi cde khu vyc ngodi SEZs va cac thanh pho md.
Bdng 6: Lura chpn dja diim hoat dpng kinh doanh
Dja diim
Dac khu kinh te (SEZs)
Thanh pho ma Nhung noi khac
S6 lirpng doanh nghifp 9 13
8
Tylf
(%)
53 46 47 Nguon: Tong hap ket tu qud dieu tra.
Ghi chu: Nhieu doanh nghiep dgt dfa diem hogc dgng lgi nhieu dja diem khdc nhau nen ldm cho tong muc vuot qud 100%.
Cac dll lieu tir phong van duoc cung cho thjy, tnroc khi gia nhap thi tnrcmg Quang Dong noi rieng va Trung Quoc noi chung, c4c doanh nghiep da nghien cilu ky thj tnrang niy. Hau h€t cac doanh nghi?p de cap den van d^ cac rao
gj-
-NhOng vin if^ KINH rt VA CHlNH TR| THE GI61 S4 4(204) 2013Nguyfen Hodng Vl^t Phuang thdc tham nhap th; trudng thuy san...
cdn gia nhdp thj trudng, bao gdm v6n, viec tiep can ddu vdo vd tilp can thj trudng. Hau het cdc doanh ngbiep ddnh gid Quang Ddng Id mot thi trudng tiem dn nhilu nii ro trudc khi gia nhap vdo day, nhung nhan thuc ciia hp sdm thay d6i vi mdc du tiem an nhieu nii ro, nhung khong the phli nhdn su sue hap dan ve quy mo va tiem ndng thi trudng ldn. Vi vay, cac doanh nghiep dd chpn xudl khau hodc lien doanh la phuang thuc TNTT ban ddu, ben canh do con cd nhihig thudn Igi ve tdi chinh, sy chia se nii ro ciing nhu kha ndng tan dung cdc mang ludi marketing sdn cd.
Nhiing diem bat lgi cbinh md cdc doanh nghipp ddnh gid Id mdc dp kiem soal boat dpng kinh doanh con thap. Tai cd cac doanh nghiep deu hdi I6ng vdi sy lya chpn PTTN vd hoat dpng kinh doanh ciia hp tot. Lien quan tdi quy trinh lya chpn PTTT, tat cac cdc doanh nghiep vira vd nho dd trd ldi rdng hg lya chpn PTTN bdng cdch thdo luan giQ-a cdc nhd qudn Iy, ban be vd gia dinh, vd don gidn Id so sanh ve chi phi/Igi ich vd dp riii ro giiia cac phucmg dn vdi nhau. Doi vdi cdc doanh nghiep ldn, hp cd mot qud trinh hp thong trong viec lya chpn PTTN thdng qua ban gidm d6c dieu bdnh.
5. Ket luan vd mpt so khuyen nghi Dya tren kit qua khdo sdt co the nit ra kel lugn Id hau hit cdc doanh nghiep dugc khdo sdt diu cho ring, cdc nhan to thj trudng dja phuong Id ylu to quylt djnh den PTTN. Phoi hgp vdi cdc nghien cuu trudc day va qua cupc khao sdt tryc tiep. tdc gid nhdn thay cde nhan 16 thj trudng dia phuang co mdi quan he chdt che vdi vipc lya chpn PTTN.
Mgt Id, nhan td quy md vd liem ndng thi trudng: Quy m6 thj trudng rpng ldn tgi Quang Dong ddi hdi nhihig boat dpng kinh doanh eo lien quan gdn ket chdt chg hem vd phuang thuc qudn ly de ddng hon. Dieu ndy phdn dnh trong
hdnh vi lya chpn PTTN cua doanh nghiep vdi xu hudng su dyng cac phuang ihuc co tinh bdo ddm cao nhu thdnh lap chi nhanh sd hiru hodn toan hoac mua lai. Vdi ede loai PTTN, cdc c6ng ty CO the thiet lap hoat dpng rieng ma khong bj su can thipp lu d6i tac va dpe quyen ve lgi nhudn, nhung nii ro lai Id cao nhat irong s6 tdt ca cac phucmg thuc.
Hai Id, rao can gia nhap tbi trucmg: Cac rao cdn gia nhdp cang ldn thi yeu edu dau tu ciia cac doanh nghiep lai cdng nhieu hon. Do do, boat dpng cua cdc doanh nghiep khi tham nhap vdo thi trudng Qudng Dong se nhan manh vdo viee tranh tang chi phi, co gang liel kiem ehi phi de lap trung giai quyel cdc rdo can nay. Dieu nay phdn anh trong hanh vi lya chpn PTTN vdi xu hudng lya chpn cac phuang thuc co chi phi dau vdo thap, nhu xuat khdu (it rao can) hoac lien doanh (de su dung mang ludi thi irudng dja phuong). Tuy nhien, PTTN ndy muc dp kiem soal boat dpng doanh nghiep vd doanh thu se gidm xuong.
Ba Id, cau tnic eanh tranb: Trong mpt thj trudng vdi cau true canh tranb khoe liet, cac doanh nghiep se phai doi mat vdi dp luc tu cac rui ro. Dieu nay phan anh trong hdnh vi lya chpn PTTN vdi xu hudng su dung cdc phucmg thuc gidm thieu riii ro, nhu xuat khau vd lien doanh von chu sd hiru. Cdc doanh nghiep co the gidm bdt nil ro bang each trdnh di qua sau vdo thi trucmg hodc chia se dp lyc canh tranh vdi doi tde.
Bdn la, mde dii co nhieu d6i thii canh tranh yen thj trudng Quang D6ng, nhung muc dp canh tranh cua cac doanh nghiep Viet Nam khong phai Id qud cang thang, bdi vi ehi co mpt vdi doanb nghiep Viet Nam tgi thi trudng Quang Dong vd chi co mpl s6 san phdm cu the CO hinh thuc tuong ty nhu san pham ciia Vipt Nam. Ngudi tieu dung Trung Qu6c cdng ua thich mpt so sdn pham ihiiy san d6ng lanh c6 cdc loai gia vj ddc trung cua Viet Nam. vi san
NhOng vin di KINH T^ VA CHINH TR| THt Gldl S6 4(204) 2013 -
Phuang thuc thdm nhap thi trudng thiiy san.. Nauvfen Hodng Vi^t pham CO nguon goc, xudl xu ro rdng, cong nghe
che bien vd chdt lugng cao. PTTN cua doanh nghiep Viet Nam do do phu thupc vao sy lua chpn cung ung cdn bdng cde nhan to ke tren.
Ndm Id, so sdnh tong hgp Igi ich vd han che ciia cdc PTTN, tac dpng cua cdc nhdn to thj trudng dja phuang vd 3 yeu cdu chien lugc doi vdi PTTN (xem Bdng 8, 9, 10), tdc gid nhgn thdy hau het cdc doanh nghiep thuy san Viet Nam CO quy mo vua vd nho, vd co he th6ng qudn trj CLTNTT quoc te don gian, nhd qudn trj doanh nghiep thudng Id ngudi ra cdc quyel djnh chiln lugc. Hoat dpng ciia todn bp doanh nghiep se thyc hien Iheo quyet djnh eua nha qudn trj thong qua mpt hodc mpt so cupc thdo lugn don gian. M6i quan tdm ldn nhdt d6i vdi
cac doanh ngbiep ndy la tdi chinh va nd trdnh cdc nii ro. D6i vdi cdc doanh nghiep ldn, hp luon CO mpt he thong ra quylt dinh hodn chinh, bao gom cap hpi ddng qudn tri vd cdc cap qudn Iy cdp cao, quylt djnh chiln lugc thdm nhap dugc dua ra sau mgt qud trinh co tinh he thong trong 16 chuc, dua tren su h6 trg thdng tin ddy du va thdo ludn chu dao. Th6ng thudng cdc doanh nghiep Idn co su ho trg tdi chinh doi ddo vd CO ndng luc manh mS de doi phd lgi cdc nii ro, PTTN do do tap tnmg vdo muc dp quan ly/
kiem soat va cac chi pbi uu dai. Nhihig phat hien ciia tac gid la phii hgp vdi Iy thuyet cua Zhao (2005), do do tdc gid khuyen nghj n^n tdch biet lua chpn PTTN rieng re theo quy mo ciia doanh nghiep.
Bdng 7: Lgi ich va han che cua cac PTTN thi trudng
Phtfffng thuc tham nhflip
Xuat khau
Lien doanh
Chi nhdnh sdhihi hoan toan
Mua lai
Lgi ich
• Chi phi vd riii ro gia nhap thdp
• Tdc dp
• Kiem sodt
• Tiep can nguon lue ddy dii
• Chia se chi pbi vd nii ro
• Tychii
• Kiem soal hoat dpng kinh doanh
• Toe dp
• Dat dugc ngu6n lyc cd gjd trj
• Riii ro thj trudng thdp
Han che
• Thue quan thuang mai
• Ddp ling nhu cdu dia phuong thdp
• Phan phdi dia phuang khong hieu qua
• Thieu kiem sodt
• Tao nen d6i thii canh tranh tiem tdng
• Khd khan ve quan ly
• Tien dp cham
• Yeu cau nguon lyc ldn
• Ruiro cao
• Rdo can gia nhdp
• Thieu ddi tugng myc tieu
• Chi phi mua Igi Idn
• Tdi san kh6ng mong muon
• Khd khdn tfiich ung
• Ap luc cua chinh phli
54- -NhOng vin ai KINH Tfi VA CHINH TR| THt Gl(>l S4 4(204) 2013
Nguyfen Hoang Vipt Phuang thuc tham nhap thi trudng thuy san.
Bdng 8: Tdc dpng cua cac nhan to thi trudng dia phuang Nhan to thi tnrdng
Tiem ndng thi Irudng Rao cdn thj trudng Tinh hinh canh tranh
Mo ta Sff lugc
Quy md thj trudng yeu cdu PTTN co nhilu cam kit ban vd muc d6 kiem eao han .
Rdo cdn thj trudng manh me hem se su dung PTTN tranh tgo ra nhieu chi phi.
Tinh binh canh tranh manh hem se su dung phuang ihiic ne trdnh nhieu riii ro.
Bdng 9: Tac dpng cua cac yeu cau chien lugc Cdc yeu cau chien lugc
Yeu cau ve ngudn luc dia phuang Yeu cau ve muc dp
kiem sodt
Yeu cdu ve t6c dp gia nhgp
Mo ta
Yeu cdu ve ngu6n lyc dja phuang cao thi doanh nghiep uu tien phucmg thuc lien doanb va mua lai.
Yeu cdu mue dp kiem soat cao thi doanh nghiep uu thich phuang thdc xudt khau vd chi nhdnh sd hihi hoan loan.
Yeu cau t6c dp gia nhap cao Ibi doanh nghiep uu Uen phuong Ihuc xuat khau vd mua lai.
Nguon: Teng{2004.\
PTTN cho ede doanh nghidp thuy sdn ddng lgnh Viet Nam cd quy md vita vd nhd
Phdn ldn cdc doanh nghiep Viet Nam co quy mo vua vd nbd deu dya vdo ldi nguyen dja phucmg tiong nudc. Trong qud trinh md rpng quy mo, trudc khi gia nhap vdo tiij trudng mdi d nudc ngodi vd d6i mdt vdi cdc d6i thu canh tranh, doanh nghiep se gdp phdi rao cdn ldn ve nguon luc dja phucmg vd ngu6n vdn. Cde doanh nghiep Viel Nam ciing can nhan thdc rdng, khi gia nhap vdo thi trudng Trung Quoe, sy canh tranh du dpi va chi phi cho viec tiiiet lap vd xay dyng kenh phdn ph6i ngdy cdng ldn dan, se trd thanh nhirng khd khdn ldn tiong hogt dpng kinh doanh. Trong khi d6, myc tieu cua doanh nghiep la nhanh chong c6 dugc doanh thu vd mdc riii ro thdp. Trong tinh the ndy doanh nghiep nen tim hieu ky ve cdu tnic tiij trudng tiidm nhdp, ddnh gid muc dp nii ro \ a doanh tiiu. Vi \'dy. PTTN tir sdn xuat Uong nudc nen dugc dp dung, nhu xudl khdu tryc tiep hodc tiieo hinh tiiuc hgp ddng vdi cdc doanh nghiep
thyc phdm dong lanh uy tin da tham gia Nao thi trudng Trung Quoc. Katokichi, doanh nghiep thyc phdm d6ng lanh Nhat Ban, la mpl vi du dien hinh: vdo lue bat dau gia nhap vao thi trucmg Trung Qu6c, doanh nghiep nay tien hanh ban san pham cho lap dodn Longfeng, mpl lap doan Ihyc phdm dong lanh ldn nhat tai tiii uudng Trung Qu6c CO mang ludi liep thi hoan hao th6ng qua tat cd 31 vimg d Trung Qu6c, vd Katokichi chi can quan tam den cung iing sdn phdm ma tiioi.
PTTN cho cdc doanh nghiip thiiy sdn ddng lgnh Viet Nam cd quy md lan
D6i vdi cdc doanh nghiep ldn, rao can tu ede yeu cau ve ngu6n von c6 the dugc gidi quyel de dang, muc tieu ma doanh nghiep uu lien la gia nhap Ihj trudng va md rpng nhanh chong hoat dpng kinh doanh, thiet lap mgng ludi mua ban.
PTTN thi trudng tu san xudt d nudc ngodi Id sy lya chpn thich bgp: gia nhdp thi trudng nude ngoai mot each tryc tiep vd thiet lap chi nhdnh sd hiru hoan loan d dja diem cu the sau do bdl ddu NhOng vin di KINH T t vA CHINH TR! THt GIO'I So 4(204) 2013 - •55
Phuang thdc thdm nhap thi trudng thuy san... Nguyfen Hodng Vipt chiln lugc cgnh Uanh tren thj trudng. De su
dung cac nguon lyc dja phucmg da eo sdn, cac doanh nghiep cung co the thyc hien hinh thuc lien doanh hay tien hdnh mua lai cdc doanh nghiep dja phucmg. Mot vi du eho cac doanh nghiep thuy sdn Idn eiia Viet Nam la trudng hgp cua Haipawang, gia nhdp vdo thi trudng Trung Quoc khdi ddu bdng viec mua lai mpt nha kho Ignh vdi 10 Uieu RMB vao ndm 1995 vd bay gid dd trd thdnh tap dodn thyc pham d6ng lanh ldn nhat d tinh Qudng Dong.
Ngodi ra, cac doanh nghiep thiiy sdn dong lanh Viet Nam khi xem xet gia nhap thi irudng Qudng D6ng - Trung Qu6c eung can luu y mpt s6 diem sau ddy:
Mdt Id, doanh nghiep cdn co mot qua trinh ddnh gid nghiem tiic ve ban than, nam chdc ve quy m6 hoat dpng ciia doanh nghiep. Dpi ngii nhdn vien chuyen nghiep, am hieu moi trudng kinh doanh dja phucmg, nhung hieu biet ndy se rat hiru ich cho doanh nghiep de thdm nhdp vdo cdu tnic canh tranh cua ihj Irudng dja phucmg.
Hal Id, ngdnh thiiy sdn dong lgnh phu thupc rat nhieu vdo nguyen lieu th6 vd nhu eau bdo qudn tai cde kho chuyen dung, do do viec lya
chpn dia dilm hogt dpng eimg rdl quan trpng.
Ba la, doanh nghiep cdn co tieu chudn phdp ly cho viec gia nhdp vdo thj trudng vd ndng cao chat lugng sdn pham ciing nhu quy trinh cong nghe chl biln cao von Id nhirng the mgnh cua thuy sdn dong lanh Viet Nam tai thi trudng Trung Qu6c.
Lya chpn PTTN vdo ihi trudng Qudng Dong, dieu phdi xem xel ddu lien Id dp lyc cgnh tranh khoe liel tren thi trudng mdi noi nay, tiep din cdu tnic canh tranh va muc dp tap trung se la ylu l6 chinh, cimg vdi quy m6 vd vi the thi trudng ciia cdc doanh nghiep nudc ngoai. Doi vdi cdc doanh nghiep thuy san Viet Nam, vi ddc tinh phu thupc vao dgc diem ty nhien, vj tri cdc nguon tdi nguyen thien nhien, do do, PTTN tir sdn xual d nude ngoai vd td sdn xual trong nudc dugc lua chpn tuy vdo hien trang khdc nhau cua cac doanh nghiep. De xdc djnh PTTN thich hgp, cde doanh nghiep nen co sy so sdnh Ihem ve chi phi, Igi ich vd nii ro cua moi phuang thuc lua chpn (Teng, 2004), de tim ra diem can bdng co thl ddp ung yeu cau lu tat ca cac khia canh d muc do t6i da*
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Ghauri, P & Cateora P (2005): International Marketing, 2nd ed, McGraw-Hill Education.
He, C (2001): Locatlonal Choices and export decisions of Foreign manufacturing enterprise in China, PhD Thesis, Arizona State University.
Pan, Y & Tse, D. K (2000): The hierarchical model of market entry modes, Joumal of Intemational Business Studies, Vol. 31 - 2006.
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Sanjeev, A & Ramaswami, S. N. (1992): Choice of foreign market entry mock: Impact ofawnerslvp, location and internalization factor", Joumal of Intemational Business Studies, Vol. 23 - 2006.
Teng, B. S (2004): The WTO and Entry Modes in China, Thunderbird Intemational Business Review, vol 46(4) - 2006.
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