II

LI CAM OAN
Ti xin cam oan y l cng trnh nghin cu ca ring ti. Cc thng tin v s
liu c s dng trong Lun vn l hon ton trung thc.

Ngi vit
V Tun Anh

III

MC LC
LI CM N............................................................................................................I
LI CAM OAN .................................................................................................... II
MC LC...............................................................................................................III
DANH MC CC T VIT TT TRONG LUN VN ..............................VIII
DANH MC CC HNH V, BNG BIU .......................................................IX
DANH MC PH LC.......................................................................................... X
M U .................................................................................................................XI
CHNG 1: C S L LUN V THNG HIU V THNG HIU
SN PHM A PHNG ........................................................................ 1
1.1.

KHI NIM THNG HIU V THNG HIU SN PHM A

PHNG....................................................................................................... 1

1.1.1.

Thng hiu ......................................................................................1

1.1.2.

Thng hiu sn phm a phng...................................................2

1.1.2.1.

Ch dn a l ....................................................................................2

1.1.2.2.

Tn gi xut x hng ha..................................................................2

1.1.2.3.

Mi quan h gia ch dn a l v tn gi xut x hng ha ..........2

1.1.3.

Gi tr thng hiu ............................................................................3

1.1.4.

Cc yu t thng hiu .....................................................................3

1.2.

1.1.4.1.

Tn thng hiu ................................................................................4

1.1.4.2.

Biu tng c trng (logo)..............................................................4

1.1.4.3.

Tnh cch thng hiu.......................................................................4

1.1.4.4.

Cu khu hiu (slogan)......................................................................4

1.1.4.5.

Nhc hiu...........................................................................................5

1.1.4.6.

Bao b sn phm ................................................................................5

CHC NNG V VAI TR CA THNG HIU............................... 5

1.2.1.
1.2.1.1.

Chc nng..........................................................................................5
Nhn bit v phn on th trng....................................................5

IV

1.2.1.2.

Thng tin v ch dn..........................................................................6

1.2.1.3.

To s cm nhn v tin cy...............................................................6

1.2.1.4.

Chc nng kinh t .............................................................................7

1.2.2.

Vai tr................................................................................................7

1.2.2.1.

Vai tr ca thng hiu i vi doanh nghip..................................7

1.2.2.2.

Vai tr ca thng hiu i vi ngi tiu dng. .............................8

1.2.2.3.

Vai tr ca thng hiu i vi nn kinh t trong

xu th hi nhp. .................................................................................9

1.3.

QUY TRNH XY DNG THNG HIU ............................................ 9

1.3.1.

Thu thp, nghin cu v phn tch thng tin.....................................9

1.3.2.

Xy dng tm nhn thng hiu......................................................10

1.3.3.

Hoch nh chin lc pht trin thng hiu................................10

1.3.4.

nh v tr ca thng hiu .............................................................11

1.3.5.

Xy dng h thng nhn din thng hiu .....................................11

1.3.6.

Thit k thng hiu .......................................................................11

1.3.7.

Thc hin pht trin thng hiu ....................................................12

1.3.8.

Bo v thng hiu .........................................................................12

1.3.8.1.

ng k bo h thng hiu ...........................................................12

1.3.8.2.

Xy dng cc bin php t bo v thng hiu..............................13

1.3.9.
1.4.

nh gi thng hiu. .....................................................................13

NHNG THCH THC I VI VIC TO DNG MT

THNG HIU C GI TR.................................................................. 14

1.4.1.

p lc cnh tranh ............................................................................14

1.4.2.

S phn tn ca th trng v hot ng truyn thng ...................14

1.4.3.

S phc tp ca cc chin lc thng hiu...................................15

1.4.4.

Xu hng i ngc li s i mi ..................................................15

1.4.5.

p lc u t ni khc .................................................................16

1.4.6.

Cc p lc v kt qu kinh doanh ngn hn....................................16

CHNG 2: PHN TCH THC TRNG THNG HIU

RAU LT .............................................................................................. 17

2.1.

KHI QUT TNH HNH SN XUT KINH DOANH

RAU LT .............................................................................................. 17

2.1.1.
2.1.1.1.

iu kin t nhin ...........................................................................17

2.1.1.2.

iu kin kinh t x hi ...............................................................18

2.1.2.

2.2.

c im t nhin, iu kin kinh t - x hi ca Lt...............17

Tnh hnh sn xut v kinh doanh sn phm rau Lt.................21

2.1.2.1.

Din tch v sn lng.....................................................................21

2.1.2.2.

Hiu qu sn xut ............................................................................22

2.1.2.3.

nh gi chung................................................................................23

PHN TCH THC TRNG THNG HIU RAU LT............ 23

2.2.1.

Phng php phn tch thc trng thng hiu rau Lt ............23

2.2.1.1.

Phng php phn tch....................................................................23

2.2.1.2.

Cc yu t nh hng n thng hiu rau Lt ........................24

2.2.2.

Thng tin khch hng......................................................................24

2.2.2.1.

Xu hng tiu dng.........................................................................24

2.2.2.2.

ng lc thc y mua hng...........................................................25

2.2.2.3.

Th trng rau Lt .....................................................................26

2.2.3.

Thng tin v i th cnh tranh ......................................................30

2.2.3.1.

i th cnh tranh trong nc ........................................................30

2.2.3.2.

i th cnh tranh nc ngoi ........................................................32

2.2.4.

Chnh sch pht trin vng rau Lt trong thi gian qua ............33

2.2.5.

Nhn din thng hiu rau Lt..................................................34

2.2.5.1.

Nhn din qua sn phm .................................................................34

2.2.5.2.

Nhn din thng hiu qua hnh nh con ngi .............................39

2.2.5.3.

Nhn din thng hiu qua biu tng:..........................................41

2.2.6.

2.3.

Thc hin pht trin thng hiu ....................................................42

2.2.6.1.

H thng phn phi .........................................................................42

2.2.6.2.

H thng thng tin...........................................................................45

2.2.6.3.

Qung b thng hiu .....................................................................47

NH GI THNG HIU RAU LT .......................................... 48

VI

2.3.1.

Kt qu nh gi cc yu t nh hng n

thng hiu rau Lt..........................................................................................48

2.3.2.

nh gi thng hiu rau Lt....................................................49

2.3.1.1.

im mnh v im yu..................................................................49

2.3.1.2.

C hi v thch thc .......................................................................51

CHNG 3: XY DNG THNG HIU RAU LT ............................ 54

3.1.

XC NH TM NHN V MC TIU XY DNG

THNG HIU ......................................................................................... 54

3.1.1.

Tm nhn thng hiu .....................................................................54

3.1.2.

Mc tiu xy dng thng hiu ......................................................54

3.2.

CHIN LC XY DNG THNG HIU........................................ 55

3.3.

GII PHP XY DNG THNG HIU ............................................ 57

3.3.1.
3.3.1.1.

Ging...............................................................................................57

3.3.1.2.

Cng ngh sn xut .........................................................................58

3.3.1.3.

Cng ngh sau thu hoch ................................................................58

3.3.2.

Nhm gii php thit k thng hiu..............................................59

3.3.2.1.

Tn gi.............................................................................................59

3.3.2.2.

Logo ................................................................................................59

3.3.2.3.

Nhc hiu.........................................................................................60

3.3.2.4.

Khu hiu ........................................................................................60

3.3.3.

3.4.

Nhm gii php xy dng h thng nhn din thng hiu ...........57

Nhm gii php thc hin pht trin thng hiu ..........................60

3.3.3.1.

Gii php ng k thng hiu .......................................................60

3.3.3.2.

Gii php xy dng h thng thng tin ...........................................61

3.3.3.3.

Gii php xy dng h thng phn phi .........................................63

3.3.3.4.

Qung b thng hiu .....................................................................64

MT S KIN NGH................................................................................ 66

3.4.1.

i vi Chnh ph...........................................................................66

3.4.2.

i vi chnh quyn a phng.....................................................66

3.4.3.

i vi ngi sn xut ....................................................................67

VII

KT LUN .............................................................................................................. 67
TI LIU THAM KHO
PH LC

VIII

DANH MC CC T VIT TT TRONG LUN VN

WTO

T chc Thng mi th gii

HTX

Hp tc x

Tp HCM

Thnh ph H Ch Minh

FDI

Vn u t trc tip

ASIAN

Cc nc ng Nam

EU

Cng ng chung Chu u

IPM

Phng php tr su bnh tng hp

KHKT

Khoa hc k thut

KHCN

Khoa hc cng ngh

GTZ

T chc hp tc k thut c

VNCI

D n nng cao nng lc cnh tranh

AUSAID

T chc Hp tc quc t c

SIDA

C quan Hp tc pht trin quc t Thy in

EUREPGAP

Tiu chun v thc hnh sn xut nng nghip tt ca Chu u

GAP

Tiu chun v thc hnh sn xut nng nghip tt

IX

DANH MC CC HNH V, BNG BIU

HNH V:
Hnh 2.1:
Hnh 2.2:
Hnh 2.3:
Hnh 2.4:
Hnh 2.5:
Hnh 2.6:
Hnh 2.7:
Hnh 2.8:
Hnh 2.9:
Hnh 3.1:
BNG:
Bng 2.1:
Bng 2.2:
Bng 2.3:
Bng 2.4:
Bng 2.5:
Bng 2.6:
Bng 2.7:
Bng 2.8:
Bng 2.9:
Bng 2.10:
Bng 2.11:
Bng 2.12:
Bng 2.13:

Bn hnh chnh thnh ph Lt

Tc tng trng din tch rau Lt qua cc nm
Tc tng trng sn lng rau Lt qua cc nm
nh gi quyt nh mua rau Lt ca khch hng
Sn lng rau Lt tiu th ti cc th trng
Quy trnh sn xut rau sch ti Lt
Quy trnh thu hoch rau
Chui gi tr rau Lt
H thng thng tin rau Lt
Logo rau Lt
Din tch gieo trng v sn lng cc loi rau Lt
Cc yu t nh hng n thng hiu rau Lt
Sn lng v gi tr xut khu rau, qu tnh Lm ng
Bng so snh kim ngch xut khu rau, qu tnh Lm ng so vi
c nc
Din tch gieo trng v sn lng cc loi rau ca cc a phng
trong tnh Lm ng
nh gi mc quan trng ca cc yu t nh hng n cht
lng sn phm rau Lt
nh gi cc yu t nh hng n cht lng rau Lt
Bng so snh gi mt s mt hng rau Lt vi rau ni khc
nh gi cc yu t v con ngi nh hng n thng hiu rau
Lt
nh gi h thng phn phi rau Lt
nh gi lung thng tin hai chiu gia cc ch th trong h thng
thng tin ca rau Lt
nh gi hot ng Marketing ng gp vo pht trin thng
hiu rau Lt
nh gi cc yu t nh hng n thng hiu rau Lt

DANH MC PH LC
Ph lc 01:

Phiu ly kin khch hng.

Ph lc 02:

Phiu ly kin chuyn gia.

Ph lc 03:

Mt s hnh nh v quy trnh sn xut rau Lt.

Ph lc 04:

Mt s hnh nh v quy trnh thu hoch rau Lt.

Ph lc 05:

Mt s sn phm rau Lt.

Ph lc 06:

Tm hiu rau sch theo tiu chun GAP.

Ph lc 07:

Mt s nh mc rau an ton theo quyt nh s 04/2007/QBNN ngy 19/01/2007 ca B Nng nghip PTNT.

XI

M U
1. L do chn ti
Ni n Lt khng ch ni l mt thnh ph du lch ni ting m l vng
trng rau ni ting ca c nc. Nm trong vng nhit i gi ma, chu nh hng
ca cao nn Lt c nn kh hu ca vng n i. Nh c c im kh hu
ca vng n i m Lt c th sn xut c nhng loi rau qu n i quanh
nm. Rau Lt ngon, b, mang hng v c th ca rau n i, a dng, phong
ph v chng loi.
Ngh trng rau Lt c t lu v pht trin mnh trong nhng nm
cui ca thp k 30. Ngun li do rau trng t Lt khng ch l ngun li nhun
ng k v gii quyt vic lm cho phn ln lao ng ca Lt m c tnh Lm
ng, gp mt phn ln thc y s tng trng v kinh t chung ca tnh trong
vng 10 nm qua.
Vi nhu cu tiu dng rau tng nhanh trn ton th gii, Vit Nam va l
thnh vin chnh thc ca T chc Thng mi th gii (WTO)... c hi cho vic
pht trin vng rau Lt l rt ln. Tuy nhin, rau Lt phi i mt vi nhng
thch thc c nh hng khng nh n s pht trin: sn lng khng p ng nhu
cu do quy m sn xut nh, nng xut; thc ngy cng cao ca ngi tiu dng
trong vic la chn sn phm tt cho sc khe; vn v sinh an ton thc phm;
kh nng cnh tranh.
Vn t ra cho vng rau Lm ng - Lt l phi tm kim th trng
tiu th, c bit l th trng xut khu; thay i phng thc sn xut c sn
phm cht lng cao ph hp vi th hiu ca ngi tiu dng; xy dng mt
thng hiu chung cho rau Lt l mi quan tm hng u ca Lt.
Vi mong mun p dng nhng kin thc hc vo thc t, xut pht t
tnh hnh thc t ca vng rau Lt, chng ti quyt nh chn ti Xy dng
thng hiu rau Lt n nm 2015.

XII

1. Mc ch nghin cu
Nghin cu c s l lun chung v thng hiu, chc nng v vai tr ca
thng hiu, quy trnh xy dng thng hiu, nh hng cho vic a ra chin
lc, gii php xy dng thng hiu cho rau Lt nhm nng cao nng lc cnh
tranh ca Rau Lt trn th trng trong nc v xut khu.
Nghin cu cc yu t nh hng n thng hiu rau Lt phn tch nh
gi cc mt mnh - mt yu, thy c c hi nguy c tc ng n s pht trin
thng hiu xc nh cc bin php nhm a ra nhng chin lc pht huy
im mnh, khc phc, iu chnh cc im yu.
nh hng mc tiu, chin lc di hn n nm 2015, xut cc gii
php thc hin quy trnh xy dng thng hiu rau Lt, kin ngh Chnh ph,
chnh quyn a phng tng cng cc chnh sch h tr ngnh rau pht trin.
2. i tng v phm vi nghin cu
i tng nghin cu: Lun vn tp trung nghin cu nhng yu t nh
hng n thng hiu, n quy trnh xy dng thng hiu rau Lt trong thi
gian gn y.
Phm vi nghin cu: Do nng lc v thi gian ca tc gi c hn nn phm
vi nghin cu ca lun vn ch tp trung nghin cu vo cc hot ng chnh ca
vng rau Lt.
3. Phng php nghin cu
Lun vn s dng cc phng php:
-

Phng php duy vt bin chng, duy vt lch s;

Phng php so snh, i chiu;

Phng php thng k;

Phng php trao i ly kin chuyn gia;

Phng php phn tch tng hp.

4. Kt cu ca ti
Li cm n
Li cam kt
Mc lc

XIII

Danh mc cc t vit tt trong lun vn

Danh mc cc hnh v, bng biu
Danh mc ph lc
M u
Chng 1: C s l lun v thng hiu v xy dng thng hiu.
Chng 2: Phn tch thc trng thng hiu rau Lt.
Chng 3: Xy dng thng hiu rau Lt n nm 2015.
Kt lun
Ti liu tham kho
Ph lc