Q^. 11-
13
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Nhan dien, danh gia nhu cau va xac djnh dac tru'ng san pham nha 6'xa hoi
Ngay nhan bai: 20/7/2014 Ngay siia bai: 5/8/2014 Ngay chap nhan dang: 10/8/2014
TOM T A T :
Bai bao n^y trinh bay cac ket qua cua mot nghien ciiu nham kham phd nhu cau thdc te v^ cac dac tinh can co cua san pham NOXH (NOXH), cac nhan dinh cua ngifdi co nhu cau ve chinh sach NCfXH hi^n nay ciia Vl^t Nam. Nghien cdu dinh tinh va dinh liidng dildc thUc hi^n b ^ g phifdng phap ph6ng van tnJc tiq^ va gian tiep theo n^i dung tren Bing cau h6i, da chi ra loai san pham NCfXH phii hgp Ii l o ^ 40-70 m^ c6 2 phong n g i va loai tren 70 m^ co 3 phong ngu; Ben canh chit lildng, gid bdn h(?p ly, cac dich vu tien ich va he thong h^ tang ky thuit khu vdc xung quanh ciing la nhiing yeu to rat quan trgng cua san pham NOXH. Ngoai ra, Nghien ciiu ciing chi ra cdc nhan dinh ciia ngiidi eo nhu cau ve sii thieu minh bach, kh6 Hep cdn cua chinh sach va cac chtfcfng trmh NCfXH. Nghien ciiu d6ng gop mot mo hinh nhan thiic cua san pham NOXH theo quan diem Marketing hien d^, cung nhif de xuat kien i^hi ve chinh sach N O X H den cdc o3 quan quan ly nha nu6c.
ABSTRACT
This paper presents results of the study of investigation to explore the actual demands and the needed characteristics of the social housing products; explore the appraisals of people, who have demands, about current social housing policies of Vietnam government. A qualitative and quantitative research is completed by both direct and indirect methods usmg questions forms, indicated that the suitable social housing products are 40-70 squared meter type with 2 bedrooms and 70 squared meter type with 3 bedrooms. Besides quality, reasonable price, utility services and technical infrastructure of surrounding areas also are very important factors of the social housing products. In addition, the study also points out the lack of transparency, hard to access the social housing policies and programs. The study contributed a conceptual model of social housing products according to modern marketing viewpoint, and offer recommendations about social housing policies to the government agencies.
Th-S. KS. Pham NguySn Th^ Thanh CV dau til Tong c6ng ty Ben Thanh PGS. TS. LUU Trridng Van
BQ m6n Xay dilng. D?i hgc Qu6c te, B^i hpc Quoc gia TP.HCM
Pham Nguyen The Thanh, Lu'u Tru'dng V a n
1. Oat van d e
Theo so iieu cCia Tong cue Tiiong ke, den nam 2012, c6 28.356.400 ngUdi sdng tai cac thanh thi Viet Nam, chiem 31,94% co Ctfu dan sd, tang 51,14% so vd\ nam 2000, Theo cac chuyen gia, dSn sd Vi#t Nam dang trong gial doan co eau dan so vang, vdi khoang 69% dan sd dang 6 dd tuoi lao dpng. NhU la m6t ket quh tat yeu, xu hUdng di dSn n6ng thdn sang thanh t h | dang tang len va dang gop phan quan trong Vciosu tang trudng kinh t ^ cua cac khu vUc thanh thj (ndi rieng) vh ciia cd nUde (ndi chung), la mot cO hoi de Viet Nam thUc hi&n t6t nhiem vu cdng nghi$p hoa va hien dai hda dat nudc. Tuy nhien, cO hpi nay ludn di V,km vdi nhiing thach thiic ve an sinh xa h6i nhu y te, giao due, vific ISm,.v,v. vk nhat )a van de nha 6,
Kinti I.Chi so Gia nha dat irung bind ciia motcan ho diulnsovoiThu nhap rong ci}am&t gia dinh (Price to income ratio), (flvt: lan)
NguSn. tittpj/mrn-numbeo. (orn/property-investment/rankings_l)y_wiintry.jsp Theo duT lieu thong ke giifa nam 2014 tif trang web numbeo.com (Hinh 1), mdt trang web chuyen eung cap d u lieu t h o n g k e v e chf s6mLfc song tai cac thanh phd va quoc gia tren t h ^ gidfi, chi sd Gia nhh dat trung binh cua mpt can hp chuan so vdi Thu nhap rdng cua mpt gia dinh cCia Viet Nam la 19,1 lan, duoc xep d v i t r i thiJ 18 ve mdc d d d S t d d trong sd 120 quoc gia dUoc xep hang so sanh (Gia nha dUoe t i n h ik t r u n g binh mdt can h d 9 0 m ' t a i 6 trung tam dd thi va v i i n g ngoai 6. Thu nhSp duoc tinh la thu nhap cua mot ciia hp gia d m h dUOc tfnh bSng l , 5 l a n t h u n h S p rdng thu nhap sau thue va phi cCia mdt ngudi lao ddng). Chi so nhy da tang 1.55 lan so vdi nam 2011,eho thay khoSng caehgiiJ^ gl^ n h i 6 vdi t h u nhap tai Viet Nam ngay cang nhieu hon, cung d6ng nghia vdi U6c mO sd hflu duoc mdt can hd cua phan ddng gia dinh, nhat la c i c gia dinh
109
tre, t r d nen xa vdi hon neu khong cd su ho tro tLf nha nUdc Chinh sach v^ NOXH da cy the hda thong qua Nghi dinh so 188/2013/NB-CP ngay 20/11/2013 ve phat tnen va quan ly NOXH, quy d|nh ve hinh thiJc, quy hoach va bo trf quy ddt, tieu chuan thiet ke, nguon vdn, cO che dau t u , ehinh sach uu dai, qu^n ly va sCidung NOXH.
ThUc te, den n a y c d r a t it d u ^ n NOXHdUOc trien kliai.Trer thj trUdng xuat hien mdt loat dU kn nha d thuong mai dUoe bi^n tUdng thanh d u an NOXH nham hUdng th&m c^c Uu dai v^ tien SLf dung dat, thue, .v,v. Cdc n h i dau tU khdng hao hiing quan tam den t h j trudng nay.
M d t nghien CLTU ciia Pham Nguyen The Thanh va LUu TrUdng Van (2014) [2], da chi ra nguyen n h i n cac nha dau t u chua s3n sang dau tU phat trien NOXH chinh la do su khd tiep can hoac khdng c6 t h d n g tin ve quy d i t , v^ cac uu dai va cae quy dinh vi dau tU.
Ve khia canh Ngudi mua, theo quan diem Marketing hien dai, tchSch h i n g (ngUdi mua) duac dat d tam diem, bhn ch\ khhch hkng can ehiJ khdng ban cai cd sSn, Do dd, viec nhSn di6n nhu cau thUe sU, tai t r d cho vi6e mua ban sdn p h i m can hd NOXH va ho trO ky thuat khac sao cho thoa man loi ich eiia ngUdi mua, .v.v. la nhCmg v i n de cap thiet va eo y nghia quyet djnh den su thanh cdng cua ehinh skch NOXH.
2. Phucmg phap nghien cijfu Nguyen cdu dmh tinh dUoc thiet ke de dieu tra nhan dinh cCia cae eac doi tUong ed nhu c i u ve shn pham va viec phan phdi NOXH, theo phuang phap phdng v i n trUe t i ^ p v^ gian tiep bSng bang cau hdi.
Doi tUOng duac phdng van la nhCfng ngUdi lao ddng dang lam viec eho doanh nghiep, to chiic tai TP.HCM.
Quy trinh nghi&n ciiu
Sau khi van de n g h i i n edu duac xac dinh rd, cac nhSn t d anh hUdng d^n vi^c quyet dinh d i u t u NOXH duae due ket tCf ir kien ciia eac chuyen gia va nhung ngUdi ed kinh nghidm trong linh vUc thj trudng nha d. B i n g cku hdi chinh thiic tren co sd cac nhan to anh hUdng da xac dmh va t h a m khao y kien chuyen gia.
Nghien ciiu s i i dung cd m i u hop le d i i n g de phan tich la 177, vdi phuang phap chon m i u thuan tien, tren tong so phieu k h i o ski duac phat la 350, Viec thu th^p sd lieu dUoe tien hanh t h o n g qua phdng v i n trUc t i ^ p v i gidn tiep theo cac ndl dung eiia bdng cau hdi,
Phan tich so lieu nghidn ciiu dmh tinh bang cdng cu t h o n g ke m d tk. EFA, v i cdc hkng cheo (cross-tabulation).
3. Ket q u i nghien cihi v i t h i o luan Cd cau m i u da nghien ciiu g 6 m : cong nhan vien (57,5%). q u i n ly (133%), giang vien 27.5%
va lao d o n g tU d o (1,2%); Theo dd tudi: duoi 25 tuoi (9,9%). tif 25 - 60 tuoi (89,5%), Theo trinh d o hoc v i n : cap 3 (6,4%), dai hoc (54,3%). sau dai hoc (38,2%); Theo so nam kmh nghiem lam viic: dudi 5 nam (26,0%), t i f 5 - 1 0 nam (27,6%)
va tren 10 nam (36,4%); Cd 76,8% so mau tra ldi muon tham gia chUang trinh NOXH.
3 . 1 . Nhan dien sin pham NOXH phu hcrp vdi so dong ngUdi co nhu c l u .
Hau het mau khao s i t lUa chon loai can hd cd 2, 3 phdng ngii (51,1% v^ 45,9%), t i f 40 m2 t r d len (96,2%), da so chon d tif 3-4 ngUdi (67,2%) va phan ldn ehpn mua can ho hoan thien ngoai trif phan noi that (51,1%).
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Cd t h e nhan di#n cSn hd phCi h c j vdi so d d n g n g u d i cd n h u c i u 1^:
- loai 40-70 m ' , cd 2 p h o n r " .,u, danh eho 3-4ngUdi;va
. loai tren 70 m ' , c6 3 p h d n g n g i i , danh eho 3-4 ngUdi.
3.2. N h i n dien Uu tien quan t a m ciia ngircri c 6 nhu ciiu v ^ cAc yeu t6 cau t h a n h cua s i n pham NOXH.
C i c yeu to dUOc Uu tien quan t a m n h i t [theo t h i f t u til cao den t h i p ) la: chat luong xay dLfng (87,30%), g i i bdn (84,80%), t h i ^ t ke (74.40%), Nhanh c h d n g co Giay chOtig nhan quyen sd hiJU can h o (73,30%), nhanh chdng duoe d p n vao d t r o n g can h p (66,40%) v i p h o n g thOy (57,00%), yeu t o Ten / T h u o n g hieu eda d a n vi ban it dUOC UU tien q u a n t a m nhat (45,20%). (Hlnh 4).
Hinh 2. Phan tich loai dien tich va so phong trong can ho e\iac chpn
Trong sd mau chpn loai can ho 40-70 m', cd den 75,4% chon loai 2 phdng ngO va 73,4%
chpn d chung 3-4 ngUdi; Trong so mau chon loai can hd tren 70 m^ cd den 70,8% ehpn loai 3 phdng ngiJva 61,5% chon d chung 3-4 ngUdi (Hinh 2, Hinh 3), Ngudi 6 chung nay dUOc xac dinh ia ngcfdi hdn phoi (80%) va con cai (59,3%).
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Hinh i. Phan tich loai dieatich va ng Jiii duoc chon cichung trong can ho
Hau het (83,7%) mau khdo sat chon loai can hd da duae hoan thien toan bd hoac t r i i phan noi that. Oieu dang chu y ih ed den 51,1% so mau chon can ho hoan thien trCf phan ndi that, trong khi chi ed 32,6% chon can hd hoan thien hoan toan.
Hinh 5 Ph5n tich ifli tien quan tam ve yeu to vi tri toa lac ciia san pham NOXH (flvt: %)
Til Hinh 5 cho thay, NOXH ed vj t r i gan t r u d n g hpc (74,2%), gdn ndi lam viee (71,8%), gan trUdng hoc (68,8%) va gan c h d (65,1%) la nhCfng Uu tien \Ua chon q u a n trpng nhat ciia cae mau nghien cdu.
Ben canh dd, e i c yeu t o ho t r a khac cung duoe cac mau nghi&n ciJu quan t a m nhieu la:
dich vu d i m bko an ninh & ve sinh (61,5%), ho t r o t i n d u n g (61,4%) va bao tri (54,6%). (Hinh 6)
Hinh 4. Phan tich uu liin quan ve cic yeu to cau thanh oia san pham liOXH(dvt:%).
H-|nh 6, Phan t icli uu tiSn ^uan tSm ve car - u-\^, Z".
ciia san pham NOXH (lis ,; " " " ^ ^ " f ) ' - ohotrakhac Phan tich nh.in \Q J
bien v^ cdc khia canh cd n h u c i u NOXH •"•••'qu^ n h i KMO=0,841; Eigenval.., > i 5 " ^ ^ ^^
phep t o n g q u i t hda cd 05 nhdm nhlrj^tfi h '^
hien vdi eac i g u d i
110
yeu knh hudng 3ir\ lUa chon can hd NOXH cOa ngUdi co nhu eau la:
• Nhan t6 1:"sLf dam bao ve chat lUOng va cam ket", gom cac bi^n: [Chat luong], fThiet ke], [Nhanh chdng ed Giay ehiing nhan Quyen sd hu'u can hd], [Nhanh chdng duac dpn vao d trong can hd], [Dieh vu dam bao anh ninh, ve sinh], [Bko tri edng trinh],
• Nhan t d 2: "Vi trf thuan loi cho gia dinh", gdm cae bien: [Gan trUdng hoe], [Can eho], [ G i n b^nh vien].
• Nhan t63:"V! trf thuSn ldi cho edng viec va giai tri", gom c i c bien: [Gan noi lam viec], [Gan trung tam thanh pho], [Gin trung tam giai tri]
vh [Gan cdng vien]
• Nhhn t6 4: "Ho tro thiet k^ va tam linh", gom eac bien: [Thuang hi^u don v[ ban], [Tu van thiet ke ndi t h i t ] , [Phong thCiy], [Phong th^y], [Gdn trung tam tin ngUdng].
• Nhan to 5:''Tai tra", gdm cae bien [Gia ban]
va [Ho trO tfn dung].
3.3. NhSn dien doi tUong (ngUdi) anh hufdng den quyet dmh mua NOXH.
Tif cac mdu khao sat eho thay, ngUdi co nhu cdu NOXH co xu hudng Uu tien tham thko •y kiin ciia ngudi hdn phdi (87,4%) va ciia cha me / d n g b a (71,2%) (Hlnh 7).
3.4. Da so chpn hlnh thiic Mua (71,9%) va Thu# mua NOXH (24,4%); rat ft trUdng hop chon binh thiic Thue NOXH, dieu nay triing hop vdi ket qu^ nghien ciiu v^ nh^n dinh ciia cac chii ddu tu. [2] Rd rang l a e a e a c e h u d a u t i f v i n g u d i CO nhu cau deu khdng muon chdn loai hinh NOXH cho thue ma chi tap chung nhieu nhat vho loai hinh NOXH de mua ban ngay (Hinh 8).
Hinh 7. Miic do uu tien tham khao y ki^n ve can ho NOXH (flvt 96)
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3.5. Phan tich ve nhu c l u tai trtf thanh toan can ho NOXH.
Cd 20,7% mau tr^ ldi cd nhu eau NOXH trong vdng 1 nam va 38,5% cd nhu cau trong vdng 2-3 nam, chiing t d nhu eau NOXH dang rat cap bach (chiem 59,2% sd mau k h i o sat). (Hinh 9)
Hinh9 Bieu dove nhu cau WOXH theo m6cthci[ gian (dvt %) Phan Idn mdu khko sat chon ngudn tai t r o thanh toan la tif tien da danh d y m dUOc (58,5%) va tif chuong trinh Uu dai vay mua NOXH ciia nha nude (57%). (Hinh 10)
Kinh 10. Phan tich ve nguon taitro cho can ho NOXH [dvt:%) IWiie thu nhap ciia eac mau quan sat tap trung d mife tif 5 den dUdi 9 trieu ddng/thang (34,8%) va tif mife 9 d^n dUdi 15 trieu dong (30,4%),
Tren ca sd thanh toan trUdc 30% va vay the chap 70% ca mau tap trung chon mu'c thdi gian vay la tif 2 den 5 nam (39.1%) va tif 5 den 10 nam (33.8%).
3.6. Phan tich tinh pho cap, minh bach thong tin ve cua Chinh sach NOXH hien hanh.
Thdng tin ve ehinh sach NOXH den duac ngUdi cd nhu eau chu yeu tif nguon bao chf (70,9%), Cdng tac thdng tin tif cac ngu6n chinh
thong khac nhu tif ca quan qu^nli^ n h i nUdcve NOXH hay tif nha cung cap NOXH rat yeu (Hinh 11). NgUdi ed nhu cau NOXH cd ciing n h i n djnh vdi cac nha d i u t u phat trien NOXH [2] ve sU thieu phd cap, minh bach thdng tin ve chfnh sach NOXH
Cu the hdn, cd den 81,3% mau k h i o sat nhan dinh rang rat khd tiep can de n i m b i t cac quy djnh, t h i i tyc dang k^ NOXH; ddng thdi phan Idn (60,6%) sd mau eo eiing nhan dinh \k kho thUe hien theo cac quy dinh, thO tue dang ky m u a / t h u e NOXH.
3.7. Qua khko sat cho t h i y p h i n Idn cac mau khdo sat chi nhan thu'c duoe 02 loai Lfu dai ma doi tupng du tieu ehuan mua/thue NOXH dang dUde hUdng la Hd trp vay von va lai s u i t trong khi NOXH cdn duac hudng uU dai vi tien SLf dung dat va thue GTGT. Nghidn ciiu ciia Pham Nguyen T h ^ Thanh va Lifu TrUdng Van (2014) [2] da kham pha ra rang phan ldn eac chil dau t u eung khong nam bat dUOc het Uu dai khi tham gia dau tU NOXH, Va nhU mdt he qua tat yeu ciia sU thieu pho cap va minh bach neu tren, eac mau khao sat nhkn dinh chung rdng gap nhi4u khd khan khi t i ^ p ckr\ chuong trinh NOXH. {Hinh 12).
Hlnh 3. Bieu do ve nhu cau NOXH theo moc thffi gian (dvL %) NOXH (dvt: %)
Hinh 11. Mile dp pho cap, minh bach thong tin chinh sach
Kmh 12, Nhan dinh ve kho khan khi ti^p cSn chUOng trinh NOXH (dvt: %)
4. K^t luan v^ kien ngh[.
4 . 1 . Ket luan.
Tif cac phan tieh neu trgn cd the rut ra c i c nhan dinh quan trong sau:
• Nhu eau NOXH dang rat cap thiet. Loai san pham NdXH duoc sd dong ngUdi c6 nhu c i u mong dOi hien nay la can hd 40-70 m^, cd 2 phdng ngii va loai tren 70 m ' , co 3 p h d n g ngu.
Oa sd chon hinh mua can ho; rat ft ngifdi chon hinh thdc thue.
• S u d i m b i o ve chat li/ong va cam k^t,Vi t r i thuan lai (cho gia dmh, cong viec va gidi tri), Su phii hpp vdi nhu c i u t u the hien va t ^ m linh.Tai t r d [ho trO ve gia ban va tin dung) la la n h i i n g nhdm nhan t o chinh anh hUdng d^n ngUdi cd nhu eau khi lUa chon s i n pham NOXH. NgUdi hdn phoi, cha me, ong b i vk con c i i cCia ngudi cd nhu eau la nhCfng nqUiA i n h hUdng nhi4u n h i t d^n quyet djnh ehpn can hd NOXH.
i i i m
• Nghien ciiu cho thay ngUdi cd nhu eau ed xu hudng tai trO cho can hd NOXH ciia minh tif ngudn tien danh dum duac va tim kiem ngudn vay Uu dai t i l chuang trinh NOXH ciia nh^ nUdc.
• Da sd ngudi 3uac kh^o sat deu nhan dinh cd su thieu mmh bach va thieu pho bien ve chinh sach vh gkp rat nhieu khd khan khi muon tiep can, tham gia cac chUdng trinh NOXH hien nay.
Sin pham NOXH can phki la mdt gdi phdc hop e^e loi ich thda man nhu c i u ciia ngudi cd nhu e i u . Khi p h i t trien skn pham NOXH, nhh phcit trien s i n p h i m phat tri^n skn pham trude tien phdl nhan dien gia t n khdch hang edt Idi ma kheieh hang tim k i i m d sdn pham NOXH, San pham thyc te sau d d phdi duac thiet k^ vk duac t i m ckch di lam gia tang de tao ra gia trj khach hang vk thda man tdt nhat nhu cau cua khach hang, Mdt md hlnh nhan thiic skn p h i m NOXH duoc de xuat tren ca sd ckc nhan dinh due ket duoc tif nghien ciiu tren (Hlnh 13).
[6] Philip Kotler, Gary Armstrong. 2012. Principles of marketing, 14Ih Edition, Prentice Hall.
[7] Solomon, Marshall, Stuart 2012. Marketing - Real People, Real Choices, 7th Edition, Prentice Hall
[7] Lamb, Hair, McOaniet, 2011, Marketing, 11th Edition Cengage Learning.
[8] J.Paul Peter, Jerry C Olson, 2010. Consumer Behavior &
Marketinc) Strategy, 9th Edition. McGraw Hill, I9]WayneD Hoyer, Deborah J Maclnms 2010.. Consumer Behavior, 1 Sth Edition. Cengage teaming,
110] Del I. Hawkins, David L, MothersBaugh, 2010.
Consumer Behavior Building Marketing Strategy Mac Graw Hill
Hlnh 13. Mot m5 hlnh cau thinh s3n pham NUXH do tac glade xuit.
4.2. Kien n g h j .
Tinh hinh thj trudng thUe te hien nay tdn tai tinh trang luang cung sdn pham nhd d thUong mai dang qua dU thifa so vdi nhu c i u ed kha nang thanh tohn, trong khi dd san p h i m NOXH cdn quh ft so vdi nhu c i u thiet thue qua Idn.
Vdi quan ffiem xem viec phkt t n I n vk eung cap NOXH nhula mdt khoan dau t u b a n dau de phat tri^n cac viing trong diem kinh te thi c i n cd vai trd chii dao vh tfch eUe cua c^c eo quan qukn i'y nhk nude, thdng qua viec mien tien sif dung dat, mien / g\km thue, hd tra tfn dung, cung cap quy d i t "sach" de phdt t r i l n NOXH, dOn gidn hda cac t h i i tuc, minh bach hda chinh sach phkn phdi NOXH (t}ing c^c quy dinh, quy ehe, quy trinh eu t h ^ , rd r i n g de de thuc hien va phe duyet, .v.v.).
TAlUEUTHAMKHiiO
|1) Nghl dinh 188/2013/HB-CP ngay 20/11/2013 ve phat tnenv^quJnlyNCfXH,
[2] Pham Nguyen Tli^ Thinh, Liru Tnffmg V3n. 2014. Vi sao cac chii dau tudiUa sjn sang dau tuphdt tnen NOXH.
[3] Ho^ngTrong. Chu Nguyin M6ng Ngoc (200S) Phantidi dit heu nghien cilu vdi SPSS Nha xuit bin HdngOiit.
[S) Joseph F. Hair, Jr., William C. Blad, Barry J. Babin, Rolph E. Andeison 2010. Mullivanate Data Analysis, 7th Edition.
PeaRon