TAP CHi CONG M O N G
VAN DE DAT RA DOI VOfi VIEC VAN DUNG MARKETING DICH VU CUA CAC DOANH NGHIEP VIET NAM
• NGUYIN THI NGUYET MINH - NONG MAI THANH
TOM TAT:
Trong tie'n tiinh hdi nhdp qud'c id', dich vu d nffdc ta cd nhffng bffdc phat trien tich cffc, gdp phan quan ttong thuc day ehuye'n dich cd ca'u Mnh te' theo hffdng cdng nghiep hda. Men dai hda.
Tuy nhidn, cdc nganh dich vu d nffdc ta xet td'ng the van phat trien d trinh dp thap. Dich vu chffa phat huy dffde tiem ndng vd ldi did' cua dd't nffdc d^ lao ra nhffng dich vu cd ndng life canh tranh va thich ffng vdi dieu Men canh ttanh cua hdi nhap qud'c te. Mpt ttong nhffng nguydn nhan quan ttong Id cac doanh nghidp dich vu Vidt Nam chffa chu trong de'n van dung marketing dich vu vao kinh doanh dich vu. Do dd, bai vie't di vao danh gia thffc trang vdn dung marketing dich vu ttong thffdng mai dich vu d Viet Nam de' tim ra nguyen nhan va'n de.
Tiif khoa: Dich vu thffdng mai, marketing dich vu, doanh nghiep.
1. Vai tro cua marketing dich vu Ngay nay, cdc doanh nghiep dich vu phai hoat dpng trong mdt mdi trffdng canh tranh quye't liel, khoa hoc - cdng nghe phat trien manh me, nhu cau dich vu phong phu, da dang vd bie'n dd'i khdng ngffng. Mud'n thanh cdng trong kinh doanh, ngoai cdc ye'u id' ve vd'n, cdng nghe, cdc doanh nghiep dich vu can phdi hieu rd Ihi trffdng, nhu can vd mong mud'n cua ngffdi tieu dung dich vu, nghe thuat ffng xff trong kinh doanh dich vu. Vdi y nghia la khoa hoc, nghe thudt khdm pha nhu cau de thda man nhu cdu dich vu, marketing dich vu cd vai trd chu ye'u sau ddy:
- Marketing dich vu chi dao, dan dat vd phd'i hdp cac hoat dpng kinh doanh ciia cac doanh nghiep dich vu.
- Marketing dich vu cung cd'p cd sd khoa hoc
va thffc tien vffng chac cho viec ra quye't dinh Mnh doanh cua doanh nghiep dich vu. Thdng qua nghien cffu Ihi irffdng, marketing dich vu xdc dinh rd cung ca'p dich vu cho ai, cung ca'p dich vu gi, cung cd'p dich vu dd nhff the' ndo.... Nhd dd, dich vu cua doanh nghiep cd the thoa man dffde yeu cau ciia khach hdng.
- Ngffdi lieu ddng dich vu cd yen cdu ngay cang cao dd'i vdi dich vu, ehd't Iffdng dich vu, gia ca dich vu... Thdng qua chffc nang nghien cffu thi trffdng, marketing Idm cho dich vu cua doanh nghiep ludn thich ffng vdi nhu cau thi trffdng va ngffdi tieu dimg dich vu.
- Marketing dich vu thiic day nghien cffu, phat trien va ddi mdi djch vu thich ffng vdi sff bien ddng ciia Ihi irffdng,
- Cdc phdng/ ban/ bd phdn trong doanh nghiep
216 So 7-Thang 4/2019
KINH DOANH
deu cd chffc nang, nMem vu khac nhau. Markettng ddng vai tto "xuc tdc" hdn ke't, phd'i hdp hoal ddng cua cdc hg phdn va ngudn Iffc cua doanh nghiep dich vu ttong mOt he tiid'ng thd'ng nhd't hffdng vao thi ttffdng va ngffdi tieu dung djch vu.
2. Van d^ dat ra dd'i vo^ vi$c van dung marketing dich vu cua cac doanh nghidp Viet Nam
2.1. Ve nhdn thdc
Dffdi dp lu'c canh tranh do hdi nhap kmh te' qud'c te', cac doanh nghiep dich vu d Vidt Nam bffdc dau nhan thffc dffde vi tri, vai trd cua marketing dich vu. Nhieu doanh nghidp djch vu chu ttong dau tff cho marketing dd giup doanh nghidp nang cao hidu qua kinh doanh, md rdng thi ttffdng, cd kha ndng canh tranh ttong hpi nhap qudc td'. Tuy nhien, nhan thffc ve marketing dich vu cua cdc doanh nghiep cdn ra't han che' va chffa d^ng deu. Phdn ldn doanh nghiep djch vu chi difng lai d cdc boat ddng phan phd'i, xuc tien djch vu, quang cao va tuydn truydn, chffa nhan thffc dffde rang marketing Id hd thd'ng cac hoat ddng tff tim Meu, nghien cffu de' phdt hien ra nhu cau dich vu den viec tim bidn phap thoa mdn cdc nhu cau do. Do ban che' ttong nhdn thffc ve marketing dich vu, vide to' chffc cac boat ddng markeing cua doanh nghiep dich vu nhin chung cdn manh mun, thieu ddng bo vd thie'u tinh ehuydn nghiep. Didu nay dffde phan anh qua ke't qua: gan 2/3 sd doanh nghidp dich vu ira Idi chffa xay dffng chid'n Iffdc/
ka'hoach marketing dich vu vd 1/2 doanh nghiep djch vu khdng cd cac phdng/ ban/ bd phan chuyen ttach marketing. Do vay, vd'n de ddt ra la nang cao nhan thffc cua doanh nghiep dich vu vd vi tri, vai trd ciia marketing trong thffdng mai djch vu va thffc hien marketing djch vu cd hd thd'ng vd mang tinh chuyen nghidp.
Nhan thffc vd hdi nhdp kinh td' qud'c te' cua doanh nghidp dich vu rd'l ban che'. Phan ldn cdc doanh nghiep djch vu it hoac khdng quan tdm tdi tim hidu cdc cam ke't qud'c td' ve thffdng mai djch vu ciia Viet Nam, dd' tff dd cd Id trinh hdi nhap, ttanh thu cd hoi vd ffng phd vdi thach thffc cua hpi nhap kinh te' qud'c td'. Tham chi nhieu doanh nghiep dich vu cdn tam Iy "y lai" vao bdo hp, chffa tranh thu thdi gian bdo hd de ndng cao nang Iffc canh tranh.
2.2. Vdn de nghiep vu marketing dich vu Thiinhdt, phan ldn doanh nghiep dich vu nhan thiJc dffde tam quan trong cua nghidn cffu thi trffdng dich vu. Song, hoat ddng nghien cffu thj trffdng dich vu cua cdc doanh nghidp djch vu cdn phdn tan, chffa dffde id chffc thffc hien cd he thd'ng va chuyen nghiep. Viec nghien cffu thj trffdng dich vu nffdc ngoai va mdi trffdng marketing dich vu qud'c te' chffa dffde quan tam.
Do ban chd' vd tdi chinh va nang Iffc nghien cffu, cac doanh nghiep dich vu chii ye'u sd dung cac ngudn thdng tin thff ca'p (nhff cd quan thdng tin dai chung, cd quan quan ly nha nffdc... ), ndn thdng tin cd dd tin edy thd'p, ehd't Iffdng nghidn cffu han chd'; chffa chff ttong khai thdc cac to chffc Iff va'n Ihi trffdng la ngudn cung cd'p thdng tin phong phu, do lin cay cao, cd kha nang dap ffng yeu cau cu the' ve thdng tin thj trffdng cua tffng doanh nghiep. Trong khi d cd'p dd qud'c gia va nganh, cdng tac dff bdo vi md sff phdt trien dich vu trong nffdc vd qud'c id' chffa dffde quan tam dung mffc, chffa dffa ra nhffng dmh hffdng ddi ban, rd rang cho sff phdt Irie'n cua thffdng mai dich vu.
Thd hai, phan ldn cac doanh nghidp dich vu chffa xay dffng dffde chie'n Iffdc kinh doanh djch vu tdng thd', ddi han; Mnh doanh dich vu cdn thu ddng ttffde sff van dpng cua ihi trffdng.
Thii ba, ve san pham dich vu, chid'n Iffdc/
chinh sach san pha'm djch vu thu dpng trffdc nhu cdu dich vu ngay cang phong phu, da dang.
Chung loai djch vu ddn didu, kem hd'p ddn, chu ye'u cac doanh nghiep mdi chi cung cd'p cdc dich vu cd ban, dich vu hd tt'd va dich vu gia tdng chffa phat trie'n. Cdc dich vu chinh trong nen kinh te' nhff vidn thdng, lai chinh, du lich, khoa hgc- cdng nghe... chffa phdt huy dffde tiem ndng, ldi the' sdn cd, chffa ddp ffng ydu cau phdt trien vd hdi nhdp kinh 16' qud'c td' cua da't nffdc. Chd't Iffdng dich vu chdm dffde cai thien, ndng Iffc canh tranh thap trong hpi nhdp qud'c te'.
Thd tu, ve gia dich vu, nhin chung gid dich vu cdn cao so vdi thu nhap cua ngffdi ddn, kem canh tranh hdn cdc nffdc trong khu vffc. Vide djnh gia dich vu ciia doanh nghidp chffa Imh boat theo sff vdn ddng ciia thj trffdng, chu ye'u dffa vao chi phi, dinh gid lamly it dffde quan tdm. Gid cacdich vu
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TAP CHi CONG THirUNG
ha tang cd ban nhff vien thdng, hang khdng, tdi chinh... do Nhd nffdc qudn ly va can thiep sdu, song khdng ban chd' dffde hien tffdng gid ddc quyen cao ciia mdt sd' doanh nghiep.
Thd ndm, phan phdi djch vu kem phat trien, chi mdt sd' il doanh nghiep cd kha ndng tai chinh, nhdn Iffc thffc sff chu trgng phdt irie'n mang Iffdi phan phd'i dich vu. Cac doanh nghiep djch vu phan ldn "chd" khach hdng chff chffa chu ddng tim de'n khdch hdng thdng qua phdn phd'i dich vu.
Thd sdu, ve xuc tie'n djch vu, nhin chung cdc doanh nghiep djch vu chffa cd ke hoach/ chffdng trinh td'ng the xuc tie'n dich vu. Hoat ddng xuc tie'n dich vu hau nhff mang tinh tff phat, hieu qud khdng cao. Vai tro ho trd xuc tie'n cua cdc hiep hdi dich vu chffa dffde phat huy; cdc td' chffc cung cd'p dich vu xuc tie^n, nhd't la xuc tie'n djch vu chffa phat ttie'n. Xuc tie'n djch vu d nffdc ngoai chffa dffde ttid'n khai rdng rdi, chu yeu gidi ban d mot so' it doanh nghiep du Iich, hang khdng, ngan hdng... cd khd ndng tai chinh, Cdc doanh nghidp dich vu chffa chu trong xdy dffng thffdng hidu vdi tff each Id cdng cu hffu hieu phuc vu cho xuc tie'n dich vu.
Thd bay, ngudn nhdn Iffc dich vu ba't cap cd ve cha't Iffdng vd sd Iffdng. Ty Ie lao dgng dich vu dffde dao tao tha'p, cd ca'u bd't hdp ly. Cdc doanh nghiep dich vu chffa quan tam thich ddng de'n ddo tao tai chd, thffdng xuyen cho ddi ngu nhdn vien phuc vu, dodd han che kha nang canh tranh ciia doanh nghidp dich vu.
Thii tdm, ha tdng dich vu chffa ddp ffng yeu cau phdt trien thffdng mai dich vu. Do ban che've vd'n, viec ddu tff ndng ca'p cd sd vat cha't dich vu chffa dffde cac doanh nghidp chu trpng, ttong khi chinh sdch khuye'n khich ciia nhd nffdc chffa du
"ha'p ddn" tao ddng Iffc thuc dd'y doanh nghiep dau Iff phdt trien ha tang vd cdng nghe djch vu.
Nguyen nhan ciia nhffng vd'n de ndi tren chu ye'u Id do:
v l khachquan, trinh do phat tnen Mnh te cua Viet Nam cdn thd'p, cd ca'u kinh te' chdm chuyen dich theo hffdng cdng nghiep hda, hien dai hda.
The' che kinh te' thi irffdng dang trong qua trinh
tao dffng, cac ye'u to' thj irffdng, ddc bidt la trong linh vffc dich vu, chffa hodn thidn; ttong khi hdi nhap kmh td' qud'c Id' dat yeu cau phai cd the che kinh te" iM trffdng phat ttien va hodn thien. Kha ndng, tiem Iffc cua doanh nghiep djch vu cdn han che' ve vd'n, cdng nghe, kinh nghiem td chffc quan ly, hdi nhdp va canh tranh qudc te...
vd chu quan, tinh than marketing ciia cdc doanh nghiep dich vu chffa dffde tao dffng va quan tridt. Marketing dich vu chffa dffde nhan thffc diing va coi trgng ttong chie'n Iffdc, kd'hoach cung nhff ra quyet dinh kinh doanh cua doanh nghiep dich vu. Ddo lao ky nang nghidp vu, quy trinh marketing chffa dffde doanh nghiep dich vu quan tdm Trinh do, ndng life can bo marketing cdn ban che, chffa tie'p can vdi cac xu the marketing, nha't la marrketing djch vu cua the gidi Trinh do hiiu bie't vd nhdn tiiffc ve marketing dich vu ciia ddi ngii can bp qudn ly dich vu nhin chung chffa cao.
6 gdc dd quan Iy nha nffdc ve djch vu, vi tri vd vai trd djch vu chffa dffde danh gid dung, dich vu chffa thffc sff dffde coi khu vffc kinh Id' quan trong dd'i vdi tdng trffdng va chuyen dich cd cdu kinh te'. Do nhdn thffc ve dich vu cdn han che', nen nha nffdc chffa cd nhffng chinh sach lao m6i trffdng thudn ldi cho thffdng mai dich vu va cac doanh nghiep djch vu phdt trid'n. Tdi nay, Viet Nam vdn chffa cd chie'n Iffdc long thd ve phat trid'n dich vu de djnh hffdng phdt Irie'n vd ndng cao nang Iffc canh tranh cua cdc dich vu ttong hpi nhdp kinh le qud'c te'. Chinh sdch quan ly vi mo vd phap luat thffdng mai djch vu bd't cap, chifa ddng bd. Cdc ngudn Iffc cua xa hdi chffa dffde ifu tien ddu tff thich dang cho phat trien thffdng mai dich vu. Do chffa xff ly td't cdc md'i quan he cd ban trong nen kinh te' thi trffdng nhff giffa nha nffdc vd thi trffdng, giffa iff chu kinh td' vd hdi nhap qud'c id', giffa thdnh phan kinh te nha nffdc vd phi nhd nffdc... nen dan de'n lam dung dpc quyen ciia mdt sd' doanh nghiep dich vu nha nffdc, ban che' canh tranh binh dang vd Idnh manh, dich vu cham hgi nhap qudc te de ndng cao nang Iffc canh tranh •
218 So 7-Thdng 4/2019
KINH DOANH
TAI LIEU THAM KHAO:
1. Bui HQu Dgo (2013), "Xdy dung thuang bleu cong cu nang cao sUc canh tranh cho doanh nghiep Viet Nam trong tien trinh hdi nhap kinh te quoc te". Ky yeu Boi thao Thutyng mgi Vint Nam trong tie'n trinh hoi nhdp liinh tif quoc te, Hd Noi.
2. Nguyen Thi Xudn Huong (2000). Xuc tien bdn hdng trong h-inli doanh thuang mgi d Viet Nam. Ludn dn tiin SI, Hd Noi.
3. Do Thi Loan (2010). Mariceting xudl iihau vd viec van dung trong kmh doanh xuat lihau d Viet Nam. Luan dn tien si. Hd Ndi.
4. NguySn Vdn Ndm (2013). "Ndng cao ndng luc canh tranh cua hdng hoa vd dich vu nhdm chd dong hoi nhdp kinh ta quoc te cud nudc ta", Ky yeu Hdi llido Thuang nial Viet Nam trong tie'n trinh hgi nhdp kinh te qudc te, Hd Noi
5. Philip Kotler (1997). Mdrketing cdn han. NXB Thd'ng ke. Hd Not.
Ngay nMn bai: 24/3/2019
Ngay phan biSn danh gia va su'a chiia: 4/4/2019 Ngay chap nh^n dang bai: 14/4/2019 Thong tin tac gia:
ThS, N G U Y S N T H I N G U Y E T M I N H - ThS, NONG MAI TIIANH Khoa Quan tri llinh doanh - TrUSng Dai hoc Kinh t6' Ky thuat cong nghiSp
LIMITATIONS RELATED TO THE USE OF SERVICE MARKETING OF ENTERPRISES IN VIETNAM
• Master. NGUYEN THI NGUYET MINH
• Master. NONG MAI THANH Focult/ of Business Management Universit/ of Econonnics - Technology for Industries ABSTRACT:
In the process of intemational integration, Vietnam's service industries have posttive developments, contributing and promoting significantly to the country's economic restrucmring towards industrialization and modernization. However, Vietnam's service indusuies are still at a low level. Services in Vietnam have not promoted the potential and advantages of the country to create services diat are competitive and adaptable to the competitive conditions of the intemational integration. One of the important reasons for this issue is that Vietnamese service enterprises have not focused on applying service marketing to their service businesses.
Therefore, this article is to assess the cunrent situation of using service marketing in commercial services in Vietnam to find out the cause of the problem.
Keywords: Commercial services, marketing services, enterprises.
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