CAU TRUC THI TRlJCfNG TIEU THU VA HE THONG PHAN PHOI GAO NOI DIA
NGHIEN CLfU TAI TINH KIEN GIANG
• N G U Y I N THI TRAM A N H - TRUONG C O N G THANH
T 6 M TAT:
Nghi6n eiJu khdo sat cdc tic nhan tham gia thi trUdng phan phdi sdn pham Ida gao tinh Kien Giang. Ket qua cho thay cS'u true thi trifdng g6m 05 tde nhan vdi kenh phan phoi dai va phiJc tap anh hicdng de'n qud trinh tao thdnh san ph£m gao cd chat lifcfng cao, cung nhtf vi$c chtfa quan tam den nhtfng thay ddi trong nhu eau cua ngtfdi tieu diing trong ntfdc co the anh htfdng de'n khd nSng canh tranh sdn phim gao noi dia sdn xuat tai tinh KiSn Giang so vdi gao nhdp kh^u. Viec khuydn nghi cho cdc c6ng ty kinh doanh Itfdng thdc nen riit ngan chuoi cung tfng, ke't hdp chi^n Itfdc marketing va dich vu ban hang phu hdp se gdp ph^n cdi thidn khd nang canh tranh san pham gao ngi dia tai tinh Kien Giang.
Tuf khoa: Cd^u tnic thi trtfdng tieu thu, k6nh phan phd'i ndi dia, lua - gao, tinh Kien Giang.
1. D^t van de
Ki6n Giang la mpt trong 13 tinh, thanh cua vung dong bang song Cthi Long (DBSCL) eo nhieu thudn Idi trong viec san xua't lua gao. Giai doan 2013 - 2016, di6n tich gieo trdng lua va sdn Itfdng lua tinh Ki6n Giang chie'm 20% khu vtfc DBSCL vd 10% ed ntfdc (Cue Thdng ke Kien Giang, 2016).
Mae du la tinh cd truyen thd'ng sdn xuat lua, nong ddn giau kinh nghiem, cac cong ty da tham gia vdo th| trtfdng xuat khau, nhtfng hoat dong kinh doanh lua gao tai tinh Kien Giang dang gap thach thiJc cl kdnh phan phd'i thi trtfdng npi dja: ndng hd sdn xua't chu yeu quy md nho, le, viec thu mua lua gao chu yeu qua hd tho'ng thtfdng lai, da so' cac cong ty kinh doanh gao cua tinh Kidn Giang ehtfa quan tam dd'n thi trtfdng ndi dia (sd thieh ngifdi tidu dung, kdnh phan phd'i, bao bi vd nhan hidu, cdng tac qudng ba hinh dnh gao dac san); ngtfdi tidu diing e6 xu htfdng tieu dung gao ngon, dam bdo
chat Itfdng, co thifcfng hieu (Cong ty cd phan Kinh doanh ndng sdn Kien Giang, 2016); gao cha't Itfdng cao cua ntfde ngoai dan dan cd chd du'ng trdn thi trtfdng ndi dja. Bai vie't nay phan tich cd'u true thi trtfdng va kenh phan phd'i san pham lua gao tinh Kien Giang, tren ed sd dd de xua't hdm y cho cdng ty kinh doanh gao,
2. D6'i trffng va phtfdng phap nghidn ciJu 2.1. Ddi tuang khdo sdt:
La cde thanh vien tham gia thi trtfdng bao gdm:
Ndng dan, thtfdng lai, nha mdy che' bie'n, edng ty Itfdng thtfc, dai 1^ bdn si/Id, ngtfdi tidu dung.
2.2. Phuang phdp nghien cdu:
Dtfa theo ly thuyd't td chtfc nganh, tdc gia tie'n hanh khao sdt eac tac nhan trong kenh phan phoi Ilia gao tinh Kien Giang. Tong sd' ed 205 mau dtfdc khao sat trdn 05 dia ban la huyen Gidng Rieng, huyen Tan Hiep, huyen Go Quao, huydn Hon Da't va Thanh Pho Rach Gia theo phtfdng phap dieu tra
TAP CHi CONG THlTdNG
chpn mdu, phong va'n trtfc tid'p eac dd'i ttfdng nghidn ctfu qua bang cau hoi phii hdp vdi ttfng thanh vien: (i) nhdm Ndng dan gdm 82 mdu, (ii) nhdm Thtfdng lai gdm 9 mdu, (iii) nhom Nha may ehe' bid'n 5 mau, (iv) nhdm Cdng ty Itfdng thtfc 3 mdu, Dai ly bdn si/Ie va sidu thi 11 mdu, Ngtfdi tieu dling 95 mau. Nghien ctfu sii dung phtfdng phap dinh tinh nham tim hieu ban chat cua cd'u tnic thi trtfdng va kdnh phan phd'i liia gao dtfa vao sd' lieu khdo sdt.
3. Kd't qua va thao lu§n
3.1. Cd'u true thi tnidng lua gao tinh Kien Giang
Ndng hp -* Thtfdng lai -» Nhd may che' bie'n -* Cdng ty Itfdng thtfc -^ Dai ly ban si/le/sidu thi -» Ngtfdi tieu dung.
3.1.1. Ndng hd
Theo dieu tra cd ca'u gid'ng lua ciia Trung tdm khuyd'n nong, hidn cd trdn 40 gidng liia dang dtfdc san xuat dai tra tai tinh Kidn Giang, trong dd cd 28 gid'ng Ilia dat phd'm cd'p cha't Itfdng cao. Cac gidng ehd't Itfdng eao ehu ltfe cd dien tich sdn xua't tren 1.000 ha chid'm ty Id 70%, nhdm gidng cd ehd't Itfdng tha'p de'n trung binh chid'm ty Id 30%.
Gidng Ilia khdng chi tac dong den hidu qud sdn xua't cua ngtfdi trdng Ida md con tac ddng Idn de'n hieu qua phan phd'i gao cua cd tinh Kien Giang.
Vide sdn xua't liia la mot trong nhtfng sinh kd' etia ndng hd d Kien Giang. Dtfa trdn kd't qua khao sdt (Bang 1) ta thd'y vide tham gia sdn xud't lua vd riit khdi thi trtfdng d mtfc dp dd dang, thieu vdn dau ttf va gia cd dau vao eao la nhtfng edn trd ehinh cua ndnghd.
3.1.2. Thuang Idi
Thtfdng Idi cd 2 Mnh thtfc: (i) thtfdng lai thu gom liia va gia cdng chd' bid'n thdnh gao (thtfdng lai mua liia - ban gao), (ii) thtfdng lai chi thtfc hien ehtfe nang thu gom va ban lai cho cic tdc nhan khde (thtfdng lai mua liia - bdn liia).
Dia bdn thu gom cua ede thtfdng Idi kha rdng trong va ngoai tinh. Nhd vao kinh nghiem, ndn cdc thtfdng lai chi cdn nhin vdo Ida vd gidng Ida la co the ddnh gid dtfdc cha't Itfdng, do chin v& de dang dinh gia mua. Hinh thtfc mua ciia cdc thtfdng lai dtfa tren md'i quan he quen bie't, chu ye'u mang tinh thdi vu, nghia la khdng phat sinh them bd't ky thoa thudn ndo cho vu sau. Vi vay, khi sd Itfdng thtfdng Idi hoat dong ngay edng ddng, tinh canh tranh trong nganh tang dang ke, tinh hinh thu mua cung gap khd khan.
3.1.3. Nhd mdy chi'bii'n
Nha may che' bid'n thtfc hien cdng doan hoc tach vd tra'u, ehd xdt, lam trang gao va eung ca'p thi trtfdng ndi dia hoac bdn lai cho cac cdng ty Itfdng thtfc Idn thu mua phuc vu xua't khau. Cdng tdc chinh cua nhd mdy la nhdn gia cdng, ehe'bien Ma cho cde thtfdng lai va tham gia che bie'n, kinh doanh Itfdng thifc. Che' bid'n gao eo vai tro ra't quan trong, nd'u cd mot he thdng che' bien gao tdt se lam gia tang gid tri hang hda cua Ida gao, ttf dd lam eho gia ban cua lua gao trdn thi trtfdng tang len.
3.1.4. Cdng ty luang thuc
Cac cdng ty khdng tid'n hanh thu mua Ida ttf ndng ddn ma chi thu mua Ida va gao nguyen lieu ttf thtfdng lai do tinh linh hoal eao, khdng edn ton ehi phi van chuyen, thu gom. Ben canh dd khi c6
Bang 1. Nguyen nhan vd nhCTng can trd tham gia san xudt lua cua ndng hp Nguyen nhan ttiam gia
san xuat lua 1. Dat dai phu hop 2. Co san kinh nghidm 3. De'ban san pham
4. Nhieu IOI nhuan hOn cay trong khac 5. Theo phong trao dja phiJOng 1ongc0ng
Tan so
122 62 50 39 36
Tyi«
(%)
39.5 20.1 16.2 12.6 11,7 100
NhOng can trd khi tham gia san xuat lija 1. Thi^u von dau tu 2. Gia ca day vao cao 3. Thid'u lao dong 4. Ky thuat. tay nghg th^p 5. Thieu dat canh tac Tongc^
Tans^
109 79 53 33 29
Tyll
(%)
36.0 26,1 17.5 10.9 9.6 WO Nguon: Tong hap td dieu tra thUc tenong hd 2016.
296 So 12-Thang 9/2018
hdp ddng xud't khd'u, cdng ty eung tie'n hdnh thu mua gao nguydn lidu tii' nha may xay xdt. Qua phdng vd'n cac cdng ty nhdn thd'y nhtfng khd khan: (i) chat Itfdng gao nguyen lieu chiu anh htfdng ra'l Idn ttf gid'ng va phtfdng phdp ldm khd lua, phtfdng thtfc van chuyen, tdn trtf va bao quan cda ndng ddn, thtfdng Idi vd nhd mdy xay xdt; (ii) chtfa dau itf thda ddng phan phd'i gao d thi trtfdng npi dia, eac loai gao ehtfa cd nhdn mac, cdng tdc quang ba hinh dnh gao dac san cda tinh chtfa dtfde xem trpng.
3.1.5. Dai ly bdn si/le (DLBSL)
Thtfc le' khao sat cho thd'y cde DLBSL hau he't Id nhtfng ngtfdi cd kinh nghiem (do thtfa ke ttf truyen thd'ng gia dinh). Hp thtfdng bdn cac loai gao chu ye'u la: gao Ehdm, gao thtfdng, gao ne'p, gao nhap khau va la'm. Ngoai ra, sidu thi Co.opMart Kien Giang lay nguon cung tfng gao ehu yd'u ttf ede sidu thi tuyen tren (80%), phdn eon lai mua Itf ede edng ty Itfdng thifc. Hinh thtfc mua d day chd yd'u la iheo hdp ddng nam va thanh loan thanh lo^n bang tien mat hoac chuyen khoan.
Tieu chuan mua cua sidu thi la gid cd phil hdp, chCt Itfdng gao phai ddng diu vd ddp tfng du nhu cau tidu thu. Sau khi mua vd, nhan vidn bdn hang cua sieu thi se phu trach phdn loai, trtfng bay vd ra ddn gid bdn ciia san pham. Dd'i ttfdng khdch hang cua sieu thi chu yd'u ngtfdi tieu diing vd Ihanh todn ngay bang tien mat. Thuan Idi cua sidu ihi la khaeh hang tin ttfdng vao cha't Itfdng sdn phd'm an loan vd ddm bdo ve sinh.
3.1.6. Ngudi tiiu ddng
Trong thtfc te', khi phdng van ngtfdi lieu dung cd 67,4% diing gao trong ntfdc do tap qudn, thdi quen ttf xtfa ciia hp, khd ma thay ddi dtfdc. Ciing cd mdt sd ngtfdi tieu dung quan tam dd'n vide gao trong ntfdc chat Itfdng khdng ddm bdo, bi pha Idn gao chat Itfdng kem, lo lang ve tinh trang dtf Itfdng thuoc trtf sau qua mtfc quy dinh, nhtfng hp van chpn gao trong ntfde vi theo hp gid cd ciia gao trong ntfdc la hdp ly. Ddng thdi, stf gidi ihidu quang cdo cua ngtfdi thdn hay ban be cung cd phdn tdc dpng dd'n hp. Mat khde, gao nhdp cung dtfdc ngtfdi lieu diing ltfa ehpn 32,6% vdi ly do chat Itfdng dam bdo hdn, do thuan cua gao it bi pha l^n, khdng bi xit thude ehie'm 82,98%. Sdn phim gao nhap cd thtfdng hieu, ngudn gd'c, xuat xtf rd rang dam bao cha^t Itfdng ngay edng dMtJc
nhidu ngtfdi tieu dung tin ltfdng ltfa chpn. Stf gidi thidu cua ngtfdi ban hay ngtfdi than, ban be eiing la nhtfng ly do ma ngtfdi tieu dung tin ttfdng ltfa ehpn gao nhap.
Bdng 2. Ly do lUa chpn loai gqo dang suT dung cua ng\Jd\ tieu dCing
Ly do chpn
LTSpquan, thoi quen 2. Su glOi thieu cija ngudi ban 3. Su gidi thieu cua ngudi than 4. Gia ca hop ly 5. Chat luong ngudn gdc duoc dam bao
Loai gao Gao trong nudc
Tan s3 67 28
30 57 19
Tyl«
%
67.68 28.28
30.30 57.58 19,19
Gao nh$p Tan
so 3 30
25 11 39
Tyl$
%
12,77 63,83
53,19 23,4 82,98 Ngudn. Tong hap td diiu tra thuc le
ngUdi tiiu diing 2016
Theo kel qua khdo sal ngtfdi tieu dung thtfdng chpn gao theo cdc tidu chi (Bdng 3). Mat khde ngtfdi tidu dung trong ntfdc ngay nay khdng xem trpng va'n de gia, md quan tdm cha't Itfdng gao ngon. Trong khi Kidn Giang Id linh ed sdn Itfdng lua gao dtfng dau trong ca ntfdc, nhtfng van cdn nhieu ngtfdi lieu dung ltfa ehpn ede loai gao nhap (82,98%). Hp ltfa chon gao nhap vi cha't Itfdng ngon, khdng bi phun thud'c va gao nhdp thdm ngon hdn gao trong ntfde.
Cha't Itfdng gao la mdt trong nhtfng yd'u td' quan trpng quyd't dinh stf canh tranh cua san pham gao ndi dia so vdi gao nhdp khau. Cd edu chat Itfdng gao ndi dia cua Kidn Giang dang dtfdc cdi thidn ddn. Ttf nam 2013 - 2016, sd Itfdng gao cao c^ped xu htfdng tang, eu thd' nam 2013 sd' Itfdng gao ca'p eao chie'm 62,13%; nam 2016 tang len 74,28%.
Trong khi dd sd' Itfdng gao cap thd'p cd xu htfdng gidm khd nhanh, nam 2013 ty Id gao ca'p tha'p d mtfc 17,51% thi den nam 2016 chi cdn d mtfc 2,90% (Sd Cdng Thtfdng tinh Kidn Giang, 2016).
San Itfdng gao tai Kien Giang dtfdc dung de
TAP CHi CONG THlTdNG
Bang 3. Cdc tieu chi ve khau vj, hi/dng vj cua cdc loai gao nnd ngi/di tieu dung ltfa chpn
Chi tieu | Tan so Tyl#%
Hinh dang Hat to dai Hgt nhd Hgt trdn ngan
98 23 25
67,1 15.8 17.1 Bdnd
Nd vi^a phai Nd nhi^u
108 38
74,0 26,0 Mifc do mui huong
Thorn nhieu Thorn It
94 62
64,4 35,6 MOc dd mSm cua hat gao
MgmvUaphai 146 100,0
MOc do deo cua hat gao Ded vUa
Deo nhieu T^ng c^ng
101 45 146
69.2 30.8 100,0 Nguon: Tdng hap td diiu tra thUc ti'
ngudi tieu ddng ndm 2016
xua't kh£u vd tidu dung ndi dia vdi ty Id binh quan giai doan 2013 - 2016 lan Itfdt la 57,85% va 42,15% (Sd Ndng nghidp va Phdt trid'n ndng thdn tinh Kidn Giang, 2016).
3.2. Md'i quan he cua cdc thanh vien trung gian trong hf thdng marketing
3.2.1. Ndng ho
Ke't qua phan tich tren cho tha'y cac hd ndng dan chd yd'u ban san pha'm cho thtfdng lai trong tinh 52,4%va ngoai tinh 26,6%, ban cdng ty Itfdng thtfe ehie'm 14,4% (cac hd canh tde vdi dien tieh Idn ndn hp thtfdng ky hdp ddng vdi edng ly Itfdng thtfc vd ban Ida ttfdi ngay tai rudng), bdn cho nhd may xay xdt lai dia phtfdng la 6,6% (cdc hd canh lac vdi dien tich nhd, cac mid'ng rudng lai chin khdng ddng loat vdi san Itfdng nhd le nen hp danh phdi bdn cho nhd mdy chd' bid'n, vd vdn chuydn den bdn lai nha may).
Cd sd dinh gid ban vd tfu the' thda thudn: Khi bdnlda, da sdba eon ndng dan bie't dtfdc thdng tin gia ea (thdng qua hp hdng hoac hang xdm, nhffng hd tham gia vao mua vu sdm va thu hoach trtfdc).
Khi chua'n bi thu hoach, ngtfdi ndng dan se lidn hd
mdi gidi de tim thtfdng lai de'n xem Ida, chao giS hoac cdc thtfdng Idi quen Itf den tim ndng hd theo chu ky. Gia ca do ngtfdi mua dtfa ra, sau khi can nhac khoan thu nhap dem vd, cung nhtf dtfa vao cha't Itfdng Ida va gia ca thtfdng Idi chao mua cac rudng Ida khde, ngtfdi ndng dan se ddng y ban hoac lien hd vdi thtfdng lai khac dd tim kid'm gi^
cao hdn.
Khi gid mua liia qud thap, ngtfdi ndng ddn c6 the giff lai lua chd gid eao mdi bdn, nhtfng phdi chiu them khodn chi phi ve thuoc trtf sau, thude dtfdng trong thdi gian nay. Ndng dan chi cd the chpn gidi phdp ehdm thu hoach trong mdt thdi gian ngan chd gid Ida Idn ehtf khdng the gitf Ida lai qud lau. Ttf dd ta cd thd ihd'y ngtfdi ndng dan hau nhif thu ddng trong qua tnnh quyet dinh gia bdn Ida, ma chu yd'u do thtfdng lai quye't dinh nen ho thtfdng bi ep gid.
3.2.2. Thuang tdi
Tff ke't qua phan tich trdn cho thd'y cde thtfdng lai chu yeu bdn sdn pham cho: cdng ty Itfdng thtfc 46,2%, cdc thtfdng Idi (ghe Idn) ngodi linh 38,4%, nhd mdy ehd'bid'n Id 15,4%.
3.2.3. Nhd mdy chi'bii'n
Nha mdy che' bie'n chu ye'u thu mua Ida til thtfdng lai la chu yd'u chie'm 62,5% va ndng dan chiem 37,5%. Sau do, nhd may che bie'n ban chu yeu cho cdng ty Itfdng thtfc chiem 45,5%, dai 1^ si vd le Id 36,4% vd thtfdng lai bdn budn la 18,1%.
Hinh thtfc thanh todn la tien mat mdt lan va khong cd hdp ddng mua ban trtfdc, vide quydt dinh gia ca la do stf trao ddi thda thudn giffa ngtfdi mua va ngtfdi ban dtfa trdn md'i quan he lam an lau dai.
3.2.4. Cdng ty luang thuc
Ket qud khdo sdt eho thd'y, trong nam, cdc cdng ly khdng lien hdnh thu mua Ida Iff ndng ddn md chi thu mua Ida vd gao nguydn lidu iff thtfdng Idi chie'm 60%; nhd mdy ehd' bid'n 40%; kenh heu thu cua cdng ly: 42,86% ban lai cho cde cdng ty ltfdng thtfc khde; 28,57% bdn cho ede dai 1;? ban si le va 28,57% ban cho thtfdng lai budn gao.
3.2.5. Dgi ly bdn si/le (DLBSL)
Kd't qud khdo sat cho tiia'y mdi DLBSL gao c6 the mua gao tff nhieu ngudn: dai 1^ Idn hdn 57,1%, nhd mdy 28,6% vd mua tff cdng ty 14,3%.
Vdi ngtfdi bdn Id hp thtfdng chpn mua nhffng loai gao theo nhu clu ngtfdi tieu ddng, ichdng cd tieu chu^n mua ndo. Khdch hang mua gao tai DLBSL
Id ngtfdi tidu dung dia phtfdng chiem 64,7%, quan edm chid'm 35,5%. Hinh thtfe ban ehu ye'u Id bdn le vd thanh todn ngay bdng tien mat, sd' khde do eo mo'i quan he budn ban lau nam nen dtfdc thanh todn gd'i dau hoac ttfng ddt theo stf thda Ihuan raieng giffa hai bdn. Thtfc Id' khao sdt cho tha'y cae DLBSL tieu thu cdc loai gao sau vdi ly trpng Idn: gao thdm, gao thtfdng, td'm vd gao nhdp kha'u.
3.3. He thd'ng kenh phdn phdi lua gao tqi Hnh Kien Giang
Kenh 1: Hd ndng dan - Nha mdy xay xdt - Dai 1^ ban si/le - Ngtfdi tieu dung.
Kenh 2: Hd ndng dan - Nha may xay xdl •- Thtfdng Idi budn gao - Dai ly bdn si/le - Ngtfdi lieu dung.
Kinh 3: Hd ndng dan - Thtfdng lai - Nhd mdy xay xdt - Dai ly bdn Id - Ngtfdi lieu dung.
Kenh 4; Hp ndng ddn - Thtfdng Idi - Nhd mdy xay xdt - Thffdng lai bdn budn gao - Dai ly ban si/Id - Ngtfdi lieu diing.
Kinh 5: Hd ndng ddn - Thtfdng lai - Cdng ty Itfdng thifc - Dai ly bdn si/le - Ngtfdi tieu dung.
Kenh 6: Hp ndng ddn - Thtfdng lai - Nhd mdy xay xal - Cdng ty ltfdng thtfc - Dai ly ban si/le - Ngtfdi tidu dung.
Scf (36
3,8%
•
/ : Mgng lUdi kenh phan phoi lua gao tg
Oe gidng
tinh Kien
20,7
Thirang lai ngoai tinh
SS
19,1%
Nong dan
66,5%
Thu'ang lai trong tinh
11,795
Giang
Tieu dung
"
11,7%
_
120,4%
9,0%
Cong ty lu'Ong thyc A 1 I I I
1 1 ^ 1 ! 1
1
Nha may xay xat
7,8%
^ Kenh thj trtfcrng Ida
>. Kenh thj tru'dng ggo
Thu'ang lai ban budn g^o
I 10,39:
D^i ly ban
*" si/le j 26,3%
T Ban le
1 26,39(
J 1 ' ^ I I I
• CTLT Khac
8,2% J ]
Ngirdi tieu dimg/Nha hang quan an
11,6% 1 Xuat khau
Nguon; Tong hap td ki't qud diiu tra
thuc ti'2016
TAP CHl GONG THIflfNG
4. Kdt luan va kien nghi
Cd'u true thi trtfdng tieu thu sdn pham Ida gao tai tinh Kien Giang Id thi irtfdng canh tranh mdi phdn, vdi kenh phan phd'i iff ndi sdn xud't dd'n ndi tieu Ihu khd ddi vd ra't phtfc tap. Kd't qud phan lich eho tha'y ede hd ndng dan chu yd'u ban san pha'm eho thtfdng lai trong vd ngodi tinh 80%
ngay tai rudng vdi mtfc gid do thtfdng lai quye'l dinh. Cdc hd ndng dan khd ban san pha'm eho nha may chd'bie'n hay cdng ty Itfdng thtfc do dien lich canh tde nhd, le, giao thdng khdng thudn tien.
Cdng ly Itfdng thtfe la Ide nhdn ddng vai trd quan trpng trong kenh phan phd'i lua gao ndi dia. Chd'i Itfdng gao Id mdt trong nhffng ye'u id' quan trong quyd't dinh stf eanh tranh cua sdn phd'm gao ndi dia so vdi gao nhap khd'u. Tuy nhien, chd'i Itfdng gao chiu dnh htfdng rat Idn tff gid'ng, phtfdng phap Iam khd liia eung nhtf khau van ehuyen, tdn trff va bao quan cua cac thanh vidn trong kdnh. Do dd, vide ndng cao khd nang canh tranh gao ndi dia phu thude ra'l nhidu vdo chie'n Itfdc cua cdng ty Itfdng thtfc. Vi vdy, lac gid ed nhtfng khuyd'n nghi sau eho ede edng ty Itfdng thtfc:
4.1. Rut ngdn chudi cung dng vd ddu tit day chuyen sdn xud't khep kin
Cdng ty Itfdng thtfe nen ky hdp ddng vdi ndng dan (cdnh ddng mau Idn), htfdng ddn ndng dan ky thuat canh tac, bdn phan, phun thud'c, phue vu thuy Idi.
- Xay dtfng nhd mdy xay xat, kho tdn trff, sd'y Ida thdnh mdt cum.
4.2. Chu trong chie'n Id^c marketing vd djch vu bdn hdng
Xdy dtfng cac effa hdng bdn gao trtfc liep cho ngtfdi lieu dung hoac khuyd'n khich ngi/cli bdn le md effa hang gao cho cdng ty. Ttf vd'n khach hang ltfa chpn Ioai gao cd kha'u vi, mui vi va cde yeu cau khde theo ddng mong mud'n cua khdch hang. Giai thich cho khach hang bie't ve eha'l Itfdng cua mdt sd' loai gao dac trtfng trong ntfdc.
- Xdy dtfng website gidi thidu ve cdc loai gao md edng ty hidn dang sdn xud't, kinh doanh, cdc chtfng nhan lieu ehuan ehd't Itfdng gao dat du'dc de lao long tin cho ngtfdi tidu diing (HACCP, ISO...). Xay dtfng cd sd dtf lieu va chinh sach cham sdc khdeh hang.
-• Truydn thdng tai cac dai ly, sieu thi b^ng bdng hidu hay cde doan phim gidi thieu ve gao trong ntfdc nhtf: Ngudn gd'c, xud't xtf, ehd't Itfdng, dinh dtfdng cua mdt sd' loai gao ehd't Itfdng cao nhtf gao Jasmine 85, gao OM4900 dd thu hdi siJ chd y cua ngtfdi tidu dung (Tap chi Thue', 2017).
- Da dang hda hinh thtfc ban hang: Bdn tai c^a hang, sidu thi, giao hdng tan nha, dat hdng qua mang va cai tie'n bao bi, ddng gdi, mdu ma, cung cd'p cac thdng tin day du, chinh xde irdn bao bi sdn pham •
TAI LIEU THAM KHAO:
/. Cue Thdng ke tinh Kien Giang (2016), Nien gidm Thdng ke Kien Giang ndm 2016. Kien Giang.
2. Cong ty co phdn Kinh doanh ndng sdn Kien Giang (2016), Bdo cdo thudng men ndm 2016, Kien Giang. Truy cgp ngdy 19/9/2018 file:///C:/Users/Tram%20Anh/Desklop/KGTC%20-%20060320I7%20-%20Bao%20cao%
20lhuong%20nien%20nam%202016pdf
3. Hai Luu Thanh Due (2003), The organization of Ihe liberalized rice market in Vietnam,
Thesis, University of Groningen, Holand. Truy cap ngdy 19/9/2018 htlps://www.rug.nl/research/
portal/files/13174336/lhesis.pdf
4. Sd Cong Thuang tinh Kien Giang (2016). Bdo cdo linh hinh kinh doanh ggo tinh Kien Giang ndm 2016, Kien Giang
5. Sd Nong nghiep vd Phdt nien nong thdn tinh Kien Giang (2016), Bdo cdo linh hinh ihitc hien phdt trien nong nghiep ndng ikon tinh Kien Giang ndm 2016, Kien Giang.
6. Tgp chi Thue (2017), "Phdt trien thj irudng gao noi dfa". Truy edp ngdy 19/9/2018 http://tapchithue com.vn/doanh-nghiep-lhi-iruong/11! 17-phat-trien-gao.hlml
300 So 12-Thang9/20L
Ngay nhdn bai: 18/8/2018
Ngay phan bidn danh gia va s^a chifa: 28/8/2018 Ngay chS'p nhan dang bai: 6/9/2018
Thdng tin tdc gid:
1. TS. NGUYEN THI TRAM ANH Khoa Kinh td', Trtfdng Dai hoc Nha Trang 2. ThS. TRIJ(JNG CONG THANH Cdng ty Cd ph^n Xudft nh^p khd'u Kien Giang
THE MARKET STRUCTURE AND DISTRIBUTION SYSTEM OF DOMESTIC RICE - CASE STUDY IN KIEN GIANG PROVINCE
• Ph.D. NGUYEN THI TRAM ANH Faculty of Economics, Nha Trang University
• Master. TRUONG CONG THANH Kien Giang Export-Import Joint Stock Company
ABSTRACT:
This smdy is to survey factors affecting the distribution of rice products in Kien Giang province. The result shows that the market structure has five actors with long and complex distribution channels which impact on the production of high quality rice products. In addition, the result indicates that if domestic rice products produced in Kien Giang province do not pay adequate attention to changes in needs of domestic consumers, the competitiveness of these products will be weakened comparing to imported rice products. As a result, rice Iradmg companies should shorten their rice supply chains, use appropriate marketing strategies and sales services synchronously to enhance the competitiveness of their domestic rice products in Kien Giang province.
Keywords: Market structure, domestic distribution system, rice, Kien Giang province.
