QUAN TR! KINH DOANH
PHAT TRIEN CAC CONG CU MARKETING CUA CLfA H A N G T I E N Ldi
TREN Cd s d H A N H VI NGUdl TIEU DUNG.
6 CAC DO THI VIET NAM
Ngaynh$n: 02/12/2013 Ngaynh$n lai: 25/12/2013
Nquveh Bao Ngoc Trudng Dai hpc ThUdng mai Email: [email protected]
Maso 64+652BMkt22
ij'a hang tidn lgi - bd phan cau thanh trong ye'u trong mang phan phd'i ban le d eae dd thj niJdc i i ta. COa hang tien lgi ed nhdng ddc trtfng va lgi the trong canh tranh, vi vdy cd xu hUdng phit J triefTfihanh d cac khu dd tht Idn. Tuy nhien nhdng danh gia theo ba nhom tieu chi cho thay hi$u qua \ kinh doanh eua eae eda hang tien Igi cdn thap ma nguyen nhan ehu ye'u la cac nha quan tn kinh doanti \ chua nhdn dang do Itfdng xac dang hanh vi lua chgn eda hang va mdt hang kinh doanh cua cda tiins \ ti$n lgi. Td do de xua't phat trien cac cdng cu marketing cua cac cda hang tidn lgi de'n giai doan 2021}. ;
Td khoa. COa hang tidn lgi, hanh vi chgn cda hang tien Igi, Marketing muc tieu va phoi thOc market-1
ing - mix cua cda hang tien lgi i Loai hinh td chUc ban le - cifa hang tien lpi, vdi
nhQng ddc die'm ve td chUc va kinh doanh ngay cang cd Vj tri quan trpng hdn trong mang phdn phdi ban le nUdc ta, nhat la d cac dd thj va khu dd thi mdi. De' phdt trie'n hop ly ve sd lupng, cd cau, mat dp, ndng cao hieu qua kinh doanh va phuc vu ciia cifa hang tien lpi, ddng gdp vao hieu qua cua mang phdn phdi ban te do thj phai tne'n khai ddng bp hidu qua cac gial phap quan ty nha nudc va quan tri kinh doanh cua c h u ^ cOa hang tien lpi, phdi hdp vdi ddng thai mdi trudng kinh doanh, hanh vi cua ngudl tieu dimg va nang luc cung Ung - ban le hidn tai cung nhu xu the phat trie'n trong nhQng nam tiep Iheo cua cQa hang va chudi ciia hang tidn Idl.
Trong gidi han bai viel tac gia tap Irung lamro | (1) Quan die'm tiep cdn, ddc die'm, xu theptial i tne'n cua cQa hang lien lpi; (2) Tieu chi xac i0 i hanh vi vd ket qua dieu tra ve hanh vi chpn ab j hang tidn Idl ciia ngudi lieu dung; (3) De xuatniOl j sd giai phap va kien ngh| nham lang cUdng vjfl ; dung marketing d cCfa hang va chudi cQa hangtiin | ldi gial dogn den 2020.
1 . Quan diem tiep c|in, gia thuyel va mo hlrt ; nghien ciJu
Vdl V! tri la logi hinh i d chUc ban le chii y^ ; trong cau trUc mang phan phdi ban le tren tt . trudng cac do Ihj nude la, cdc cila hang tiOnM I gdm 2 nhdm: cila hdng lidn lpi truyen thong v4fll'||
hang lidn Idl hien dai. Su phan dinh 2 nhdmob i
khoa hoc
74 tHifdng'mal'
So 6 4 + 65/201*1;IUAN TRI KINH DOANH
hang nay dya Iren cac tieu chf chii yeu: (1) phgm vi mat hang kinh doanh (KD) va quy md cQa hang;
(2) phUdng IhUc kinh doanh va cdng nghe ban te phuc vy khach hang; (3) la cd sd ban te ddc ldp hay mdt Ihanh t d cau true chuoi cUa hang; (4) cd cdu td chUc va chu sd hQu quan ly cUa hdng; (5) mUc tidn Idl cho khach hang va hieu qua KD ciia cda hang...
Tren cd sd dd cho phep phdn dmh cOa hang tien tdi truyen thdng va cQa hang tien tpi hien dal.
- CUa hdng tidn Idl truyen thdng la nhQng cila hang ban te hon hdp hoac lien hgp cd didn tfch dudi 500m2, cd tudng bao va mai che, co quy md nhd, mdt hang KD thudc nhu cau hang ngay ciia cac hd gia dinh va to chUc tieu thu Cdc cUa hang ban te tidn tdi truyen thong thyc hien phUdng thUc KD vd cdng nghe ban le chu yeu la qua quay co ngudi phyc vu, vdi v| tri ngudi ban la ngudi chu ddng vd tryc Hep trie'n khai quy trinh ky thudt ban, ngudi bdn va ngudi mua thyc hien viec mua - ban tai qudy hang dUdc quy hogch d vi trf xac dmh trong khdng gian ciia gian ban hang.. Vi vdy hao phi thdi gian, sUc lao ddng ciia ngudi tieu dung vd ngudi bdn hdng tai cQa hang kha Idn, han che've' kha ndng ty lUa chgn hang hda theo nhu cau ciia khach hang.
- Cifa hang tidn lpi hien dai (Convenience Store) Id nhQng cifa hang ban le cd quy mo nhd va vUa, vdl phd mdt hang kinh doanh han che ve chiing loai, KD cac mdt hang thiet yeu thudc nhu cau hang ngay vd mdt phan thugc nhu cau dmh ky gdm hang thyc pham (chii ye'u la thUc phd'm cdng ngh§ vd thuc phd'm che bien), hang tgp pha'm, hdng dupc phd'm va mdl sd hang hda va dich vu phyc vy nhu cau thiet yeu khac (dich vu an nhanh, d]ch vu rifa xe bao dudng xe gan may xe d td .,) phyc vy nhu cau ddn cu dia phUdng va thudng cd mUc gia bdn le cao han mdt chUt {nam trong gidi hgn gid cho phep) so vdi mUc gia ban te cung loai hdng dupc ban d chp truyen thdng, d cac loai hinh
cua hang tdng hdp va sieu thj. Cac cda hdng tien tgi hien dal tap trung phat huy uu the ve sy lien tpi ciia dia diem KD, thdi gian md cUa hdng (16 - 24h/ngay) va phUdng thUc kinh dcanh cung nhu cdng nghe ban theo mau hoac ban hang ty phyc vu... Vi vay da tam tang tinh tien ich, tiet kiem hao phf thdi gian vd sUc tao dgng cua khdeh hang, ciia ngudl ban hang, qua dd glai quyet tdt bai toan hieu qua KD vd phyc vu ciia cUa hang trong dieu kidn thj trudng ban le cgnh tranh thyc sy va gay gat hidn nay.
Tren the gidi, nhat la d cac nudc thudc khu vyc Chdu A tdc dp tang dat nhip dieu kha idn ve sd lupng cac cifa hang tien tdi hien dgi trong 10 nam vQa qua Trung Qudc, Thdi Lan, Han Qudc, Malaixia, Phitipin, Singapor ty Id tang cua cac cila hang tien tai binh quan khoang 10%/1 nam trong giai doan 2008 den 2013, Tai Hdng Kdng, Dai Loan (Trung Qudc) va Nhdt Ban cd khoang 80%
ngudi ddn d cac thanh phd vieng tham cifa hdng tien fch tu 2 -3 tan/ngay trong dd chudi cifa hdng tien tpi Eleven dat tri so tdn nha't, 6 cac dd thj nudc ta, cung vdi sU xuat hien va phdt trie'n cac khu dd thj mdl, mang phdn phdi ban te hien dai ndi chung, cac cUa hang tidn lpi cd nhip dieu phat trie'n kha tdn trong 10 nam qua. Cac cda hang tien lgi d cdc khu dd th[ thuoc cac thanh phd ldn nudc ta nhu Ha Ndi, T P Hd Chi Minh, Da Nang, Hai Phdng, Can Thg, Vinh... cd xu the hinh thdnh cac chudi cila hang. Tai Ha Ndi, TP, Ho Chf Minh vd Da Nang cd hdn 60% dan cu dd thj cd thuc hien mua sam hang hda thudc nhu cau thiet yeu hang ngay tai cdc cifa hdng tien lgi, trong dd cd khoang 15 - 20% khach hang khdng hai Idng ddi vdi chat lugng KD va phuc vu ciia cac cUa hang tien idi ma nguyen nhdn chu yeu la gia ca, mUc da dang ciia chung logi hang hda... so vdi cdc loai hinh ban le khac, nhat la so vdi chd truyen thdng va sieu Ihi.
Nhu vdy, de' phat trien ben vQng chudi cila hang tien Idl d cdc dd thi nudc ta. he thong quan
8 6 64 + 65/2014
Jihoa h9c ^
"Itiddng mai 75
QUAN TRj KINH DOANH
ly Nha nudc trung Udng (TW), dia phuong va cac DN Ihuong mai ban le, cac cQa hang tien lpi phai tren cd sd nghien cUu va tUdng hda cac tieu chi ve hanh vl lya chpn cila hang Hen lpi cua ngUdi tieu dung de Irie'n khai ddng bp, hieu qua cdc giai phdp phat trie'n chudi cQa hdng tien Idi, trong dd cac gial phap marketing cita cQa hdng tien Idl la then chdt, dac biet quan trong trong cau true mang phdn phdi ban le dd thj
Tren co sd nghien cUu mdt so mo hinh hanh vl lya chpn cda hang ban le cua cac nha khoa hoc ngoai nUdc nhu: Md hinh hanh vl cua Sheth, ciia Williams R.Darden, cua Mason, ciia Ph. Kotler;
md hinh cac nhdn t d a n h hudng va tien trinh quyet dmh mua cua ngudi tieu dung cua cac nha khoa hpc trong nudc nhu md hinh ctia GS.TSKH, Luang Xuan Quy. cua GS. TS. Nguye'h Bach Khoa va vdi xu hudng phdt trie'n, ddc die'm ngudl tieu dung d cac khu dd thi Viet Nam, tdc gia xac dmh 3 nhdm tieu chi va tUdng thfch la 3 gia thuyet tdn ve yeu t d tdc ddng den hanh vi iua chon cila hang tien tpi cua ngudi tieu dung Viet Nam gom
- Nhdm tieu chi 1 su tac dgng ciia cac yeu t d thudc mdi trudng tht trudng ban le dd thj nhu td'ng so vd mUc dp tang ddn so do Ihi; mUc tang trudng quy md dien tich va khong gian dd thi; sU phdt trie'n ve so IUdng, cha't tUdng, mUc dp hien tgi cua ha tang cd sd kinh te - xa hgi dd thj ndi chung va ha tang thuang mai ndi rieng; xu hudng phdt trie'n ciia ngudi tieu dung va he thdng phdn phdi ban le dd thj. TU day, cd the' xdy dyng gia thuyet nghien cUu (HI) sau: trinh dd phat tnen cua kinh te thi trudng dd thi cd anh hudng tryc tiep den hdnh vl lua chpn cifa hang tidn lpi ciia ngudi tieu dung dd thi.
- Nhdm tieu chi 2. nhQng mdt hang md ngUdI tieu dUng se mua d cQa hang tidn lpi: nhdm hang thuc phd'm lupi sdng, thuc pha'm khd, thuc pha'm che bien va dd uong; nhdm hda my pha'm va nhdm my pha'm; nhdm hang quan do, giay dep, nhdm dien may dien tif, dien gia dyng; nhdm hang
trang Iri npi thai... pho thdng, phd bien, nhdt dung, chuan hoa va chin tdi trong chu ky song san phd'm. Tren cd sd nay cd the xac lap gia thuyet nghien cUu (H2) sau: sU phat Irien cd cau mSl hang ban le nhat dyng, chuan hda va chin tdi co tdc ddng true tiep tdi hanh vi lya chpn cifa hang
tien Idl ciia ngudl lieu dung dd Ihi. \ - Nhdm tieu chi 3: hen quan den ly do chpn cila
hdng lien tpi de' mua hang: nhdm tieu chf do ludng hao phf thdi gian liep cdn va mua sam; nhdm tieu chf ve chat ludng/gla ban hang hda; nhdm tieu chl ve thdng tin va dich vy tU van mua ban TQ day co the rut ra gia thuyet nghien cUu (H3) sau: nang tyc cung Ung djch vy ban le phdn phoi hdng nhat dyng phd thong chua'n hda va chin tdi ciia cila hang tien lal cd tac dpng Iryc tiep den hanh vl liia chon CLfa hang lien Ipi ciia ngudi tieu dung ddthf.
TU cdc gia thuyet nghien cUu tren cho phep xac ' lap md hinh nghien cUu sau (Xem hinh 1):
2 Mpt so ke't qua nghien cUu
PhUdng phdp nghien cUu: Iren cd sd dQ lieu thil cap qua quy hoach phdt trie'n thuang mai du hch cua met sd tinh thanh phd' va sd lieu hanh vl tiia chpn cifa hang ban le cua mdt so nha khoa hpc chuyen nganh nhU cua PGS.TS. Phan Thj Thu Hoal,TS Dinh Thi My Loan,... va qua dieu tra tnic tiep ciia tac gia tai mdt s d cila hang tidn tdi trong khu dd thj Trung Hoa - Nhdn Chfnh Khu dd thj My Dinh Irong thdi gian nam 2012, 6 thang ndm 2013 cho thay:
- Mot la, phat trie'n kinh te' thi trudng dd thi:
Myc lieu phat trie'n kinh l e t h i trudng ddthjVl^t Nam gtai doan den 2020 theo md hinh mgng ludl cd kien true d d t h j lien tien, giau ban sac. cdcdsfl ha tang ky thudt, ha tang xa hgi phii hdp, ddng b6 vd hien dai; cd mdi trudng va chat tUdng cu6c sdng tdt; cd tfnh canh tranh cao trong phat trien kinh te xa hdi qude gia va quoc te gdp phan thi/c hien Ihang tpi myc tieu va nhiem vu CNH- HDH v4 hpi nhdp qudc te. Cd tac ddng true tiep ddn xu thi
khoa hoc
76 thddng'mal' So 6 4 + 65/2014
•4,iilBAN TRI KINH DOANH
Triiili dp phiit tiieii kiiili tc thi taraiig Jo flu Mirc do pliiit trien nJiu cau hang tieu diing nliat dung, chuan hoa \ a chin tai Nang liTC cung irng dich \ii phan phoi ban le hang nliat dung, chuan hoa \a cliin toi cua cua hanc tien ioi
Dinli hirdng hanli \i lua chon cua hang tien loi cua NTD eld thi
Hlnh 1 ; Md hinh nghien cOu hanh lieu dUng, hanh vi chgn ctfa hang ban te ciia ngudi tieu dung dd th| nham muc tieu phat tne'n he thdng dd thj, dupc thuc hien qua cac chi tieu chu yeu
+ Dam bao tang dan sd dd thi hpp ty den 2020:
td'ng dan so dd thi 44 trieu ngudi (chiem 45% dan sd ca nudc),
+ Nhu cau sil dung dat xdy dyng dd thi den 2020: td'ng nhu cau = 400.000 ha (chiem 1,3%
dl^n tich dal lu nhien ca nUdc) vd dat tn sd trung binh 90m2/ngudi.
+ Dam bao cac chi lieu ve ha tang ky thugt nhU den 2020: 100% dUdc cap dien nUdc sach, 100%
ap dung chinh quyen dten t U . .
+ Dam bao cac chi tieu ha tang thuang mai theo quy hoach phat tne'n thuong mai ciia tQng dd thi, chii trpng phat trie'n hg tang thudng mai hien dal.
Xu hudng phat trien ciia ngudi lieu dUng dd Ihr + Theo quan die'm ctia nhieu nha nghien cUu trong va ngoai nude, mUc chi tieu danh cho hang thyc phd'm vd hang cdng nghe phd'm cua dan cU dd th| nudc ta cd xu the tang trung binh tU 1,6 -5- 2,6% ndm. Hp rat chu trpng lya chpn d|a die'm, linh hi§n dgi cua cifa hang ban le, san pha'm sgch va vd sinh, hang hda dupc trung bay vdl so IUdng ldn, tgo d'n tupng manh va cd sy khac biet glOa cac cQa hdng khac (mUc gid va hlnh anh nhdn vien
lua chgn cda hang tien lgi eua NTD dd thi bdn hdng).
+ Cd cau tdng tuu chuye'n hang hda d nudc ta ndi Chung, 6 cac dd tht ndi neng tdng trudng theo hudng tdng ty trong qua cac cUa hang bdn le hien dai (theo nhleu du bao den ndm 2020 dgt ty Irong tu 65 - 75%) vd sUc ep canh tranh thj trudng ban le ngay cdng gia tdng manh, vi vgy tac ddng den xu the iya chpn cac loai hinh td chUc ban le ciia ngudl tieu dimg.
+ Thuang hieu cua hang hda va ciia ca sd thUdng mai ban te ngdy cang tac ddng rd vdi cudng dd manh hdn den viec tua chpn cc sd ban leva tien trinh quye't dmh mua ciia ngudl tidu diing dd thi.
- Hai la. dinh hudng phat trien he thd'ng phan phd'i ban le dd thi.
+ Dmh hudng chung la phat trie'n thdng nhat, cdn ddi mang phdn phd'i ban te hidn dai va truyen thd'ng, dam bao nang cao van mmh thuang mai ciia cac do thi.
+ Cac do thi chu trgng phat trie'n he thdng cac Trung tam thudng mai, trung tam mua sam, sieu thj, cac cda hang chuyen doanh vd ctia hdng tien lpi hien dai dam bao thda man tdi da nhu cau lieu dung vd nang cao van minh thUPng mai,
+ Phat trie'n hd thd'ng cdc cila hang bdn le gdm
So 6 4 + 65/2014
_khoa li9C ^
"ttitfdng mai 77
QUAN TR! KINH DOANH
cila hang chuyen doanh, cifa hang lidn Idl, cQa hang cd quy md nhd ciia hd gia dinh hinh thanh cac luyen phd thUdng mgi.
+ Phat trie'n cac cd sd ban le ket hdp vdi cac chd Iruyen thong d cac khu, Hen lieu khu nha d.
Phat trie'n cac loai i d chUc ban te theo tieu chuan cua cac khu dd thi, chu trpng phat then chudi cac cifa hang tien Idl phu hdp,
NhQng dmh hudng chii yeu phattrien he thong phan phdi ban le dd thj la yeu t d cd tac dpng true
nhQng van de d ^ vdi cap quan ly ciia uy ban nhan dan cdc tinh, thanh pho Irong xac ldp tieu chuan quy hoach tong the' ve so lupng, cd cau. mdl dd cung nhu vi tri cCia hang lien ldi va tren cap do quan tr| kinh doanh ciia chudi ciia hang tidn ldi, trong dd van de lien quyet Id cac gial phdp mar- keting nham tao lap chien lupc, phoi thUc cac cdng cy - bien sd kinh doanh chii chot cua cQa hang tien lpi.
tiep den hanh vl lya chpn cila hang ban le ciia ngudi lieu dung dd th|.
- Ba la, ket qua dieu tra nhOng mat hang ma ngudi tidu dung dd thj se mua d eda hang tien Igi: (Xem bang 1)
TU bang 1 cho thay, giong nhu cac cUa hang hdh hpp hoac hen hdp truyen thdng, cac cila hang tien tpi hien dal cdn thda man cao vd toan dien han khi phd hang cdn cd ca hang thyc phd'm tUOi sdng (giong mdt hang chd dan sinh hdn). cac cifa hang lap pha'm trUde day dupc phat trie'n cao hPn ve chiing toai, ty trong va md phdng hau het cdc nhu cau pho bie'n, thudng ngay Clia mot hd gia dinh can thiet tai duoc ndng cap ve chat lupng dich vy phan phdi ban le nen ctfa hang tien tpi ngay cdng dmh v| tin cay vdl ngUdI tieu dung dd thj.
- Bd'n la. ket qua dieu tra ly do ehgn cda hang tien lgi de mua hang eua ngtfdi tieu dung dd thi:
(Xem bang 2)
Qua ket qua dieu tra ty trpng nhQng mdt hang va ly do chpn cila hang tien tdi de' mua cua ngudl tieu dilng dd thj trdn day da ddt ra
Ty trgng chon mua loai mat hang d cda hang ti$n lgi
STT 1 2 3 4 5 6 7 8 9 10 11 12
Loai mat hang Nhffng mat hang thtfc pham tifdi song Nhifng mat hang tht^c pham kho Nhifng mat hang thi^c pham che bie'n Nhifng mat hang do uong Nhifng mat hang htia my pham Nhifng mat hang my pham Nhifng mat hang quan ao Nhifng miit hang giay 66p NhiJng mat hang di6n, di6n tiJ gia dung Nhifng mat hang dien may Nhijng mat hang trang tri not that nha d Nhijng mat hang khac
Ti trQng (%) 16,2*17,8 40,2 * 42,1 20,4*21,2 31,1 +31,8 15,9 ,(• 16,4 6,0 + 6,8 9,4 + 10,0 9,8+10,8 7,0+11,9 2,0 + 2,8 4,4 + 15,1 6.9 + 7,4
Ngudn: Tac gia
Bang 2, Ty Id ly do ehgn mua tai cda hang tidn ldi SIX
1 2 3 4 5 6 7 8 9 10 11
Lydo Dia diem cilfa hang gan nha d Cd the mua vdi khoi lifdng tuy y Cac hang thtfc pham cd do ttidt song cao Cd the mac ca gia ban
Quen thuoc vdi ngifdi ban hang An toan, hdp ve sinh
Can giac tin cay, gan gui cilfa hang nhd Thdng tin day du ve gta Dtfdc ngtfdi ban tif van, tro chuyen Dauttfthdigian chon mua Ly do khiic
Tyie(%) 8,14 + 9,7 13,4+15 7,8 + 8,2 20,2 + 24,5
18,6 + 20 13,6+14,2 6,8%-7,4 J 9,5+10.5 12,6 + 12,8
5,5 + 5,9 7,8-8,1 Nguon: Tac gia
khoa hoc
tliMg'mal' So 64 + 65/2014
QUAN TR! KINH DOANH
3. Oe xual v#n dyng marketing ciia cOa hang j$n \<}i tran cd sd hanh vi mua ciia ngUdi tieu diing Trdn cd sd Ihyc trang hanh vi chpn mat hang, shpn cifa hdng tipn Ipi de mua cita ngudi tieu dung, tren ca sd nhQng van de ddt ra cap Ihiet can trien khai phdi trien. ndng cao ndng luc canh tranh cua cQa hang tien ldi va theo chii de ciia bai viel tdc gia xin de xual mdl so giai phdp vdn dung mar- keting cua CLfa hang tidn lpi Iren th| trudng cac dd th| nudc ta. cy the:
Mdt la, vSn dung marketing mue tieu dedmh vi Igi the eua cda hang ti$n Igi
- Ciia hang lien tpi can xac dmh rd phan dogn th] trudng chien tudc va ldp khach hang trpng die'm Id ngudi tieu dung d khu dd th| cd Ihu nhdp vd udc mudn liet ki^m hao phf thdi gian va sUc lao ddng trong mua sam nhQng hang hda dupc kinh doanh lal cila hdng.
- D|nh V| hinh anh ciia cifa hang, ciia chudi cifa hdng tidn tdi theo phuong phap, ky thudt dmh vi trong hg cgnh tranh nham kha'ng d|nh vi the ciia cifa hang tidn ldi trong mang phdn phoi ban te hdng hda dd th;.
Hai la. phat trie'n dong bd cac cdng cu - bien so marketing ehu chd't nang cao nang lUe canh tranh tot da hda hi^u Itfc va ket qua kinh doanh cua cac
xac dang, v] tri ddt cdc cQa hang tidn lpi vd quy hoach cyc bd lUng cCla hang lien ldi Iheo tieu chua'n lua chpn V| trf cifa hdng tien Idl can dpa tren cac can nhac chii yeu sau: (1) kha nang liep can vd hao phi Ihdi gian, sUc lao dpng ciia khach hdng trong mua sam hang hda; (2) phat trien sd luang, ndng cao chat tupng vd dam bao hdp ly td'ng quan chat lupng - gia ban hang hda.
Vdi bien so san phd'm - mdl hang kinh doanh. trong gidi han nhdm hang kinh doanh phat trie'n chiing logi mat hang KD ciia cUa hang tien tpi phu hpp vdi hdnh vl chon cdc nhdm hdng ma ngudl lieu dung mua d cUa hang tien ldi.
Ddng thdi tdng cudng quan ly chat IUdng hang hda kinh doanh va phat trien manh cac djch vu khach hang (gdm ca cdc dich vu trUdc, trong va sau bdn hdng) theo nguyen ly md hinh quan trj QTC (Chat IUdng hang hda - thdi die'm, dia diem bdn hang - gia phi).
- Vdi bien sd gid: chudi cila hang tien ldi cd the vdn dung lua chpn mUc gia ban qua gian dd dudi day (Xem hinh 2):
Ddng thdi trie'n khai da dang toai hinh vd tang cudng hieu tuc cac bien phap giam gid phu hpp vdi hanh vl ngUdi tieu dimg, ddc trung vd gidi han ciia cac ctfa hang tien tpi.
cda hang ti$n lgi:
Phdi thUc marketing ma cac cila hdng tl$n lpi vdn dung Id mar- keting - mix 5P vdl v| tri cac bidn so phdn phdi (d|a diem) - san phd'm - gid - xUc tien - ban sSc bdn hdng.
- Vdl bidn so phdn phdi: tao ldp chudi cac cQa hdng tl$n lpi phu hpp cdc khu vyc
d|a ly dd Ihj, nhal la ci khu do th| mdi va lua chpn
Hlnh 2. Md hinh tuang quan gia/doanh thu
Dem lai doanii thu cao
Mure gia ban thap Miic gia ban cao
Dem lai doanh thu khdng cao
- Vdi bidn so xuc tien thUdng mai tren cd sd
56 64 + 65/2014
Jihoa hQC ^
"tdddng mai 79
QUAN TR! KINH DOANH
phdi thUc xuc tien thUdng mai cua doanh nghiep quan ly chudi cifa hang, cac cUa hang tien lpi tap trung van dung ddng bp hieu qua cac bien phap:
(1) trung bay hdng hda tai cUa hang; (2) ban hang ca nhdn; (3) quang cao tai cd sd KD ciia cifa hang tien tdi,
- De xual tgo lap ban sac ban hang ciia cac cila hang lien lpi: ve nguyen ly ban sac ban le ciia doanh nghiep ban le dUdc tao lap tU 4 bien sd Iren va yeu t d ngudI ban hdng. Vdi cac cifa hdng tidn idl dac biet chU Irpng ldi cac va'n de sau de' tao hinh anh. an tupng tdt dep trong tam trf khach hang: (1) dia diem va thdi gian md cUa hang; (2) mUc da dgng chiing logi mat hang theo danh muc mat hang KD, (3) tuang quan chat tUdng/gia va cdc bien phap giam gia ; (4) trung bdy hang hda vd bau khdng khf trong ci/a hang; (5) hinh anh va ky nang ciia ngudi ban hang trong giao tiep true tiep vdi khach hang - ngudi tieu dung
Ba la, de' tao mdi trudng va trie'n khai hieu qua cae giai phap tren. tac gia kie'n nghi
• Hoan thien hd thd'ng cd che va chfnh sach quan ly nhd nudc tao mdi trudng chud'n myc va cgnh tranh lanh manh trong thi trudng ban le.
Trie'n khai dong bp quy hoach phdt trie'n thupng mai djch vu d cac do thj vd cdc tinh Iren phgm vi ca nudc
- Phat trie'n ddng bd ket cd'u ha tang kinh te - xd hdl va hg tang thUdng mai, chu trong phat trien ndng cao chat tupng cd sd vat chat ky thual va cdng nghe thdng tin trong thuang mai.
- Tang cUdng cung cap Ihong tin thi trudng va thuang mai cung nhu to chUc cdc hoat ddng xuc tie'n thuang mai ciia cdc ca quan quan ty nhd nUdc vd hiep hpi,
- Nang cao hieu lyc tac dong, hd'trd ciia hiep hdi ngudl tieu dung va hiep hpi nganh hdng.
Ket luan:
Sy phat trie'n ciia cifa hang tien lpi tren thi trudng do thj nudc ta cd tfnh cap thiet, co y nghTa thuc tieh cao. Hieu qua kinh doanh ciia cifa hang tien ldi chl cd the' cd dupe khi phoi thUc cac bie'n sd kinh doanh chu chdt dupc hoach dmh; Irie'n
khai phu hdp vdl hdnh vi ciia khach hang - ngufli tieu dung.
Bai bao la kel qua nghien cUu ban dau ciia tdc gia vdi kfch thudc mau dieu Ira cdn han chd nhung tac gia rat hy vpng rang day la mdt tai lieu ttiair khao cd gia trj cho cac nha quan trj kinh doanh thUdng mai ban le 6 cac dd thj nUdc l a . *
Tai lieu tham khao:
1. Dardew.W.R, A Patronage Model ol Consumer Behaviour, 1980.
2. GS.TS. Nguyeh Bach Khoa va PGSTS Nguyeh Hoang Long, Marketing thuong mai, NXB, 2005.
3. TS. Phan Thi Thu Hoai, Xu the Itfa chontosi hinh cda hang ban le eua ngtfdi tieu dung theo tiep can marketing d cac doanh nghiep thuong m^i tren dja ban ndi thanh Ha Ndi, de tai cap Bp maso B2006-07-05, TrUdng Dai hoc ThUdng mai, 2006.
4. Bao cao quy hoach thUdng mai djch vu ciJa thdnh phd Ha Ngi, Thanh phd Ho Chl Minh
5. Bdo cdo tinh hinh kinh doanh cua Sd Cong ThUdng Ha Npi cac nam 2010, 2011,2012.
Summary
Convenience stores constitute important com- ponents in the retail distribution channel in Vielnam urban areas. Thanks to their features and competitive advantages, convenience stores lend to grow quickly in big urbanities. Hovi^ever, lhe3- cntena evaluations reveal that business efficiency of convenience stores stilt remains poor, mainly because business managers have failed lo accu- rately identify and measure the behavier of select- ing stores and business items In their stores. On this basis, some solutions to developing the mar- keting tools for convenience stores have been suggested for the period to 2020.
khoa hQC
80 thddng m a i ' S o 6 4 + 65/2014
