D NGHIEN cuu
Van dung ly thuy^t
djnh hirdng thj trirdng trong lien k4t kinh te
D
inh h u d n g thi trudng (Market Orientation) la mdt trong nhiing khai niem quan trpng nhai cua tu tucmg tiep thi hien dai. Tu nam 1990 trd di, cac doanh nghiep bat d a u quan tam nhieu hon den khai niem nay dudi gdc dp ling dung, khi cdng trinh nghie?n cuu ve van de nay cua cac tac gia Kohli & Jaworski va Narver & Slater dupe cdng bd.Kohli & Jaworski quan niem rang, "Dinh huimg thi trucmg" la thuat ngtr chi su trien khai ling dung cua tu tucing tiep thi. Cac tac gia nay dinh nghia, dinh hucVng thi truimg lii qua trinh t,io ra cac thdng tin thi trucmg cd lien quan den nhu cau bien tai va tucmg lai cua khach hang; su tdng h o p va phd bien cac thdng tin dd den cac don \ i chuc nang; hoach dinh va trien khai cd su phdi hop ddng bd giiia cac dem
\ i chirc nang trong doanh nghiep de ung pho veVi cac co hdi thi truimg. N h u vay, dinh hirdng thi truimg bao gdm:
- Tao lap thdng tin: Thu thap va tdng hcrp cac thdng tin thi truimg cir liim quan den nhu cau va thi hieu khach hang a hien tai va tirimg lai.
- I'hd bien thdng tin: Chia se vii phd biim die thdng tin dd den mpi
bd phan chiic nang trong doanh nghiep. Viec phd bien nay se cung cap thdng tin cho mpi ngucri, ddng thdi cho thay no luc phdi hpp giira cac phong ban h o n g mpi boat ddng.
- Dap ung: Toan doanh nghiep tham gia vao viec hoach dinh va trien khai cac boat ddng n h a m d a p irng nhu cau khach bang.
Narver & Slater xem dinh hueing thi trudng la mot loai van boa doanh nghiep, la nen tang cho cac boat ddng can thiei va hieu qua nham tao ra gia tri tdt hon cho khach hang va thdng qua dd, tao nen s u thanh cdng cho d o a n h nghiep. Mae du dinh nghia theo van hoa, nhung hai tac gia nay da cu the boa ndi d u n g cua dinh h u d n g thi t r u d n g bao g d m ba thanh phan hanh vi:
- Dinh hudng khach hang: Hieu rd ve khach hang m u c tieu va khach hang tiem nang cua doanh nghiep.
- Dinh hueing canh tranh: Hieu biei rd ve ddi thu canh tranh hien hiru va tiem tang.
- Phdi hpp chiic nang: Su d u n g kei hap cac ngudn luc cua doanh nghiep de tao ra gia tri tdt hon cho khach hang.
Mac dii vay, cac tac gia nay deu cd chung mdt quan diem ve cac thiinh phan cua dinh hueing thi truiing, bao gdm: Dinh h u d n g
» THS. NGUYEN THI LANH
Trddng Dai hoc Duy Tan Oa Nang
khach h a n g , dinh hudng canh tranh, phdi hpp chirc nang. Tiep ndi quan diem tren, nghien ciiu cua Deng & Dart (1994) d Canada bd sung them thanh phan thii tu la dinh h u d n g loi n h u a n (Proht Orientation). Gray & cdng sir (1998) da tdng hap va xay dung mdt bd thang do tong quat hon vcri 5 thanh p h a n MO, bao gdm 4 thanh phan ccr ban cdng vdi thanh p h i n mai la ung phd nhay ben.
Cac t h a n h phan cua dinh hudng thi trudng dupe van dung trong lien kei kinh te cu thb:
DD4H mrdNG KHACH HANG
La yeu td lam tang su thoa man cua khach hang trong dai ban, thdng qua kha nang cac DN lien kei vai nhau, bieu va nam bat dupe cac nhu cau, ude mudn hien tai Cling n h u trong tuong lai cua khach bang. 4 nhan to cin chii y cua dinh hueing nay la: su trung thanh cua khach hang, sir thoa man cua khach hang, chat lupng va su cai tien. Trudc su khung hoang cua n l n kinh te the gidi hien nay, thi trucmg qude te bi thu hep, cac DN trong nucrc quay trd vb vdi thi trucmg ndi dia nghien cuu thi hieu, xu h u d n g tieu dung, thu nhap cua nguiri dan, dinh vi san pham eua minh ma bay lau nay cac DN hau n h u quen lang. Quay trd
2 6 CONC NCHIEP>>Ky 1, thang 5/2009
MBlEN-TlET MEM NGiN QBY GU BlNN VI T i l NGBYEN QOfiCGM
ve vcii "ao nha", cac DN khdng dupe quen dau tu cho chat lucmg san pham, nang luc phue vu khach hang. Khdng nen nghi rang, san pham xuat khau ia chat lucmg tdt hon san pham npi dja, nguiri dan trong nucrc san sang bd ra chi phi cao de cd dupe san pham cd chai lucmg ma hp mong mucin, hieu dupe dieu nay, cac DN dinh hudng thi truimg khach hang tremg nucrc thdng qua lien ket de san pham ciia DN ludn er trong tiem thue cua ngucri tieu dung trong nude. Sue manh cua su lien kcit giira cac DN luc nay se mang lai kei qua cung n h u giu virng the dn dinh kinh doanh cua cac DN. Lien kei theo he thdng cac dcm vi thucmg mai viri cac nha san xuai, thdng qua hinh thuc dai ly ban hang, sieJu thi tai cac tinh, thanh, cac dcm vi nay tim hieu nhu cau ciia khach hang, khuyen khich khach hang gdp y ve san pham dich vu cua DN va tu dd, DN xac lap boat dpng kinh doanh dua vao su hieu bii't khach hang. N h d ed lien ket kinh te giup cho cac DN dua san pham cua minh vao thi trudng mdt each nhanh chdng him, kip thiri him, tieu thu Scin phaim cua minh dupe nhanh him, hieu ro ve diii tucmg ma hp dang phue vu.
DBNHHUtMG CANH TRANH Dfc- cap dim kha nang nam ri) cac diem manh - diem \'eii, nang luc - chien lucre trong ngan ban va dai han cua cac ddi thu hien tai cung nhu dcii thu tiem nang, no cung d^ cap den kha nang thu thap va su dung tbimg tin thi truimg de phat trien ke hoach kinh doanh, diing lcri the canh tranh de nam biit ca hdi hay ban che nguy ca thi truimg. Canh tranh thuc day liim kei kinh te. Lien kei kinh te lai dan den kim tang kha ndng canh tranh cua cac chu the. Liim ki-t kinh te
cho phep DN bu d i p cho veu, khai thae diem manh lan nhau, cho phep cac DN thuc hien dupe cac hpp ddng kinh doanh 1cm ma bay lau nay cac hcrp ddng nay deu reri vao cac ddi tac nude ngoai nam giu.
PHOI HOP CHUC NANG De cap den su phdi hcrp giira cac DN vdi nhau hong viec thu thap, chia se va phd bien thdng tin, tac ddng qua lai giira cac DN san xuai va cac dim vi kinh doanh thuong mai, su gap gd va thao luan hucmg thi trudng giira cac dem vi kinh doanh; sir dung kei hpp cac ngudn luc cua cac doanh nghiep de cd the tao ra gia tri tdi ban cho khach bang. Vdi su phat trien nhanh manh eua cupc each mang khoa hpc - cdng nghe true tiep tac ddng vao mpi nganh kinh te, mpi linh vuc cua xa hdi, cac DN phai tang eudng lien kei kinh te de nam bat, ung dung nhanh cac thanh tuu mcii ciia tien bd khoa hpc cdng nghe, tang kha nang san xuat ra cac san pham mcri, dap img kip thiri nhu cau miri phat sinh do tac ddng cua tien bd khoa hpc - cdng nghe bien dai de tang kri nhuan.
Phat trien manh quan he lien kei kinh te cd the giup cho DN tdn tai
\ a phat trien tai san xuai md rdng
\'in tdc dp va hieu qua cao trong nen kinh te thi trudng.
DINH m r d N G LOI NHUAN La kiem soat kha nang sinh lin nhu: kha nang sinh loi cua khach hang kin, kha nang smh lcri cua ddng san pham, kha nang sinh loi cua khu vuc kinh doanh, kha nang sinh Ipi cua kenh phan phdi; Cdng ty ed the xac dinh liri nhuan hi cac bp phan kinh doanh cung nhu tir cac ddng san pham dich vu v.v...
khae nhau. Cac DN lien kei vdi nhau tap trung chu trpng den chai lucmg khach hang, chu trpng dc'n
TIET MEM BlEN-TlET MEM NGIN QBtBUBlNN V I Til NGBYEN QBtCNI
lcri ich dai hiin. Do anh huimg eua khung hoang kinh te, cac DN tnrde day ed the la ddi thu ciia nhau, canh hanh nhau hen cung nipt loai san pham, trong cung mdt thi truirng, nay de giam thieu rui ro do canh hanh, hp lien kei lai, cimg thoa hiep de phan chia thi hudng, sap nhap de tao nen doc quyen nhdm tir dd cd kha nang tao ra Ipi nhuan cho cac ben tham gia lien kei. Litjn ktjt de khai thae thi trudng, tap trung chien lupe, xac dinh muc heu lcri nhuan ir hmg \'ung, hing khu \'irc dua tren viec phan chia thi truimg, dinh vi san pham.
UNG P H 6 NHAY BEN La nhirng ddng thai tich cue cua doanh nghiep sau khi lien ket lai, nam bat va phd bien thdng tin, su nhay cam va dieu ehinh kip thiri cac boat ddng cua nhirng doanh nghiep tham gia lien ket ddi vdi sir thay diii eua cac yeu td liim quan, hanh ddng ddi phd kip thcM vdi boat dpng cua cac diii thu khae, each giai quyet cac than phi&n ciia khach hang...
Nhu cau cua thi trudng la ludn ludn thay ddi, de phan ung nhanh vcii su thay ddi dd buoc cac DN khdng ngimg thay ddi mau ma cua cac san pham hien cd, \'ira phai tim each da dang hoa san pham, xac dinh khach hang muc tieu. Db cd ducrc nhirng thay doi phii hcrp vdi nhu cau cua thi trudng, DN can phai cd thong tin va cd du kha nang trien khai nhanh cac phuong an san xuat mcii. Chinh su liim ket kinh te se giup cho D.\ dat dupe dieu dd.
Lien ket kinh te cdn giiip cho cac DN cd the" tiep can nhanh chimg \'in cac cdng nghe \ a ky thuiit min, nhir su phdi hirp viri cac cir sir nghien cuu trong \'a ngoiii nude img dung vao qua trinh .san xuat nham mang lai hii'ii qua cao cho cac liN.*!*
Ky 1. ttiang 5 / 2 0 0 9 < < C 6 N C NCHItP 2 7
