Professional Documents
Culture Documents
1. L do la chn ti
Hin nay trn th trng tn ti rt nhiu phng tin khc nhau p ng nhu cu
i li ca ngi tiu dng. V chng ta khng th khng k n mt phng tin
ph bin chnh l xe my. i vi mi ngi ni chung cng nh sinh vin ni
ring, xe my l mt phng tin i li c xem l thun tin nht, tng i ph
hp v gi c cng nh v hnh thc.
Trong nhng nm gn y,th trng xe my Vit Nam c s thay i rt ln. C
th l: sau khi cng ty lin doanh Honda Vit Nam c thnh lp v i vo hot
ng th ngi tiu dng Vit Nam gi y c th s dng nhng chic xe my
c sn xut ngay tn lnh th Vit Nam. Nhn thy nhu cu s dng xe my ca
ngi dn Vit Nam l rt ln, mt s hng sn xut xe my khc cng tin hnh
lin doanh vi Vit Nam thnh lp cng ty lin doanh sn xut xe my nh: Vit
Nam Suzuki, Yamaha Motor Vit Nam, Bn cnh , trong 5 nm tr li y, th
trng xe my Vit Nam thm a dng bi nhng chic xe my Trung Quc c
nhp khu cng nh c sn xut t ti Vit Nam m cht lng ca n th
khng kim sot c.
Ngi tiu dng Vit Nam gi y c th t do la chn nhng sn phm xe my
m mnh yu thch. Nhng bn cnh , h cng i din vi nhng chic xe my
c cht lng khng tt. V th khi quyt nh mua xe cho mnh, ngoi vic quan
tm n gi c, hnh dng, kch thc, mu sc ca xe th cn mt vn na cng
khng km phn quan trng chnh l dch v hu mi - c bit l dch v bo
hnh .Dch v bo hnh c xem l mt nhn t quan trng cng c thm cht
lng ca xe. Mt hng xe uy tn vi cht lng bo hnh tt lun to n tng tt
i vi khch hng - n s to nim tin cho khch hng khi quyt nh tiu dng sn
phm ca cng ty. Nhn thy tm quan trng cng nh c th nghin cu su
hn v nh hng ca dch v bo hnh ti quyt nh mua xe my ca ngi tiu
dng nn ti quyt nh la chn ti: Nghin cu nh hng ca dch v bo
hnh ti quyt nh mua xe my ca sinh vin i hc Kinh t Quc dn lm ti
cho n mn hc ca mnh.
2. Mc tiu nghin cu
Mc tiu nghin cu ca ti l s nghin cu xem nh hng hay tc ng ca
dch v bo hnh ti quyt nh mua xe my ca sinh vin i hc Kinh t Quc
dn. N gp phn ci thin cng nh gip cc hng cung cp xe my trn th
trng Vit Nam nhn ra c vai tr quan trng ca dch v bo hnh cng nh s
III
III
NI DUNG
I. Tng quan v th trng xe my Vit Nam
1. Nhu cu tiu th xe my Vit Nam
Trong gn 20 nm qua, nh nhng n lc v quyt tm ca ton ng v ton dn
ta trong vic thc hin cc ch trng v chnh sch ng n ca ng, nn kinh
t Vit Nam v ang t c nhng thnh tu quan trng v c tnh bc ngot
trn con ng xy dng v i mi t nc. Vic thc hin chnh sch m ca
hi nhp vi nn kinh t ca cc nc trong khu vc v trn th gii lm cho nn
kinh t Vit Nam pht trin v t c nhng thnh tu ng k. Tc tng
trng tng sn phm trong nc (GDP) bnh qun t trn 7%/nm trong nhiu
nm, c bit l giai on 1991-1995 (t trn 8,2%/nm). GDP bnh qun u
ngi giai on 1996-2000 l 462 USD, c thc hin giai on 2001-2005 l 600
USD. Ngun vn u t trc tip nc ngai (FDI) giai on 2001-2005 c cp mi
v b sung t 15-16 t USD, tng gp 1,5 ln so vi giai on 1996-2000(1).
Bn cnh nhng thnh tu v kinh t, sau 20 nm tin hnh i mi, Vit Nam
t c mt s thnh tu v x hi, c tc ng thc y nn kinh t pht trin.
Vit Nam hon thnh xut sc mc tiu gim mt na s ngi ngho v mt
na s ngi dn b i theo chun quc t so vi nhng nm u thp nin 90 ch
trong khong 10 nm. C th: trong giai don 2002-2004, mc sng - th hin qua
chi tiu ca h gia nh, c ci thin r rt. Tnh chung c nc, chi tiu h gia
nh theo gi so snh thi k 2003-2004 t 328000 ng, tng bnh qun
12,1%/nm(2). Nh vy s pht trin ca nn kinh t c nh hng trc tip tch
cc n i sng ca ngi dn. i sng ca ngi dn tng bc c ci thin
v nng cao r rt.
Cng nh nhng nhu cu t nhin nh n, mc, th mt nhu cu khc cng khng
th thiu c i vi con ngi trong cuc sng hin nay l phng tin i li
hay cn gi l phng tin giao thng. V p ng c nhu cu ca ngi
dn th hng lot cc phng tin giao thng c nghin cu, sn xut v a
vo s dng nh t, xe my, xe p in
Nu nh Vit Nam khong mt hai thp nin trc y, xe my mang tnh thiu
s, c v n vi t cch l mt sn phm tn k, mt ti sn ln hn l mt
phng tin giao thng th trong nhng nm gn y, chic xe my tr nn ph
bin hn v hu nh tr thnh phng tin giao thng chnh ca i a s ngi
(1)
(2)
III
thng 3 nm 1996. T n nay Honda Vit Nam lun c ngi tiu dng Vit
Nam bit n vi uy tn v cht lng ca mt tp on sn xut xe my ln nht
trn th gii Sn phm ban u l nhng chic xe Honda Cub 50, Cub 70, Super
Cub, thc s chinh phc c lng tin ca ngi tiu dng Vit Nam bng
chnh cht lng v s tin dng ca nhng sn phm . Ngi tiu dng Vit
Nam bit ti xe my chnh l do tp on Honda mang li, thm ch ngi ta cn
gi chic xe my l xe Honda. Xe my ca tp on Honda lun mang n cho
ngi tiu dng Vit Nam cm gic an ton, s tin tng vo cht lng v bn
ca xe.
Honda Vit Nam cung cp cho th trng cc sn phm chnh sau:
-
III
III
Nhn hiu xe HD
Nm 2000 bn c 46.866 xe
Nm 2002 bn c 75.871 xe
Nm 2002 bn c 142.849 xe
Nm 2003 bn c 150.523 xe
Nm 2004 bn c 139.134 xe
Nm 2005 bn c 52.433 xe
c phn ca cng ty Suzuki Motor chim 35%, cng ty Nissho Iwai chim 35% v
cng ty Vikyno chim 30%), tng s vn u t l 34.200.000 USD.
Nm 1996 cng ty Vit Nam Suzuki i vo hot ng. Thng 9/1996: Vit Nam
Suzuki sn xut xe GN 125, loi xe Suzuki u tin ti Vit Nam. Thng
10/1996: cng ty cho ra i Viva CD, mu xe Viva u tin ra mt ti Vit Nam,
xy dng nn mt hnh nh thi trang cho xe my.
Ngoi vic ci tin nhng sn phm hin c, Vit Nam Suzuki cn a ra th trng
cc kiu xe mi nh Shogun R125 (gi 23,5 VND/xe), Viva 110 thng v phanh
a, Smash 110 (gi: 15,7 VND/xe) Ngoi ra hng cn sn xut mt s loi xe
khc, tuy nhin cc loi xe ny khng c a chung lm trn th trng ASEAN ,
bao gm:
Xe th thao (Super Sport): ni bt vi kiu xe GSX hay Hayabusa u h
tr ti a kh nng tng tc, ngot gc hoc phanh - thng trong mt kiu dng oai
v th hin phong cch mnh m ca ngi li.
Xe chy ng trng (Street): ng ch c kiu xe V-Strom th hin
s t do tht s v mt tinh thn can m khi vt nhng con ng di hay ngon
ngho nhng vi mt cm gic thoi mi v phn khch.
Xe tay ga (Scooter): ni tri trong dng xe ny c kiu xe Burgman. y
l s kt hp tuyt vi trong thit k gia tng v xe tay ga v xe my kch
thc ln nhm gia tng tnh thc tin ng thi to c s thoi mi ti a cho
ngi s dng. n nay, Burgman c xem nh mt chun mc trong dng xe tay
ga.
Xe Off-road: trong dng xe ny Suzuki c DR-Z. Kiu xe ny c trang
b ng c mnh m v bn b, thch hp hot ng trn nhiu loi a hnh. Xe DRZ c thit k thch hp cho c ngi ln ln thanh nin.
Xe vt chng ngi vt (Motocross): RM, loi xe ua c thit k gip
gi thng bng tt khi vt chng ngi vt. RM lp nn chin thng cng vi
cc tay ua v ch trn cc ng ua trn khp th gii.
Xe vt mi a hnh (ATVs): mt s kiu xe do suzuki sn xutbao gm
Vinson, Ozark, Eiger, QuadSport. Tt c c thit k vi nhng tnh nng ni tri
nhn mang li s thoi mi thc s, cho php ngi s dng i n bt c ni u
trong mi iu kin.
Sn lng mi nm ca Vit Nam Suzuki l 4.000 chic t, 60.000 chic xe my.
Sn lng xe my ca Vit Nam Suzuki t nm 1996 n nm 2002 nh sau:
-
III
Vi khu hiu xe my Suzuki Ride the winds of change, Suzuki chp nhn thch
thc trong vic ci tin cng ngh nhm em li nhng sn phm xe my tinh t
em li cm xc hon ton mi cho ngi s dng, h thi lung gi mi cho
cuc sng v c ngi tiu dng Vit Nam chp nhn. Suzuki vi h thng
i l c mt rng khp c nc (trong c hn 16 i l v trung tm bo hnh
ti H Ni) nhm phc v khch hng mt cch chu o v thun tin. H thng
ny l s kt hp hiu qu ca cc ca hng Suzuki 3S m nhim tt c cc dch
v lin quan, l bn hng (sales), dch v hu mi (after sales services) v cung
cp ph tng Suzuki chnh hiu (Spare parts). Tt c, t cu trc tng th cho n
tng chi tit, vt dng nh, kt hp to nn mt hnh nh nht qun, hi ho, y
sng to cho tt c cc ca hng Suzuki trn ton quc. Cc chin dch hu mi vi
tn gi Suzuki chm sc khch hng c t chc hng nm h tr nhng dch v
hu mi cng thm th hin s quan tm khch hng ngay c sau khi bn. Dch
v cng nh cc iu l bo hnh ca Suzuki c hng dn cho khch hng ngay
sau khi bn.
Chnh nh s n lc khng ngng nn th trng tiu th ca Vit Nam Suzuki
ngy cng c m rng trn th trng xe my Vit Nam. Ngi tiu dng Vit
Nam dn chp nhn v ng h cc sn phm ca cng ty.
2.5. Cc hng cung cp xe my khc
Theo nh gi ca cc chuyn gia, hin nay gi bn xe my ca cc doanh nghip
c vn u t nc ngai vn cao hn rt nhiu so vi gi ca cc loi xe c sn
xut ti cc nc ASEAN, i Loan c bit trong iu kin mc thu nhp bnh
qun u ngi ca Vit Nam cn thp th gi bn xe my hin nay ca cc doanh
nghip c vn u t nc ngoi c cc chuyn gia nh gi l: Cao bt hp
l. Theo s liu bo u t, c quan ca B k hoch v u t ra ngy
13/02/2001 ta thy: u thng 2/2001, tp on cng nghip Lifan (Trung Quc)
chnh thc a vo th trng Vit Nam nhng loi xe my mi: xe LF 110 9A
vi ng c 110cc Best Style LF 1p53FMH (982), h thng nh la DL CDI
(khi ng in t mt chiu), nh la nhanh, n nh, d khi ng, bnh cam
bin tc lp thm vng bi, chuyn i nh, linh hot, cho thy nhng ng ch
III
Phn trm
ngoi tnh
63
63.0
63.0
H Ni
37
37.0
100.0
100
100.0
Tng
Phn trm
69
69.0
69.0
Nam
31
31.0
100.0
Tng
100
100.0
vng nng thn chim a s trong tng s sinh vin ca trng. V th c cu trn
ca mu nghin cu l phn nh tng i chnh xc nhu cu cng nh nh
hng ca dch v bo hnh ti quyt nh mua xe my ca sinh vin i hc Kinh
t Quc dn.
2. Nhn thc ca sinh vin Kinh t Quc dn v cc nhn hiu xe my
Trong nhng nm gn y, th trng xe my Vit Nam c nhiu s thay i.
Sau khi cc cng ty, cng ty lin doanh sn xut - lp rp xe my c thnh lp v
i vo hot ng th ngi tiu dng Vit Nam gi y c th s dng nhng
chic xe my c sn xut ngay trn lnh th Vit Nam. Thay v ch c th c
la chn mt, hai nh cung cp xe my, gi y gii tr ni chung v sinh vin ni
ring c th t do la chn nhng sn phm xe my m h yu thch ca nhiu hng
khc nhau. Hnh vi mua xe my tr nn phc tp hn. Ngi tiu dng ni
chung v sinh vin Kinh t Quc dn ni ring ng trc v vn s la chn
a ra quyt nh ca mnh.
L nhng ngi tr tui, hn ai ht h l nhng ngi yu thch ci mi, ci l,
thch s bt mt. Nhng cng hn ai ht h l nhng ngi c nhiu thng tin, nm
bt c thng tin v lun tm kim thng tin phc v cho vic ra quyt nh ca
mnh. H quan tm n cht lng, mu m, kiu dng, gi c v nhng dch v i
km nh khuyn mi, hu mi - c bit l dch v bo hnh ca nhiu hng khc
nhau. H hiu bit v nhn thc r rng v s khc nhau gia cc nh cung cp. H
tm hiu v doanh nghip cng nh cc nh cung cp xe my qua nhiu ngun
thng tin khc nhau nh xem tivi, qung co trn bo ch, internet. Gia v vn
nhn hiu xe my khc nhau h chn cho mnh nhn hiu m mnh yu thch v
tin tng nht. Trong qu trnh iu tra phng vn, cc s liu cho thy cc nhn
hiu c la chn trong mu phng vn bao gm: Honda, Yamaha, SYM, Suzuki
v mt s xe ca cc hng khc ca Trung Quc, Hn Quc
2.1. Tng quan v cc nhn hiu xe my c sinh vin Kinh t Quc dn s dng
Bng 3: T l cc loi xe ang c sinh vin Kinh t Quc dn s dng
S lng
Phn trm
Yamaha
33
33.0
33.0
Honda
51
51.0
84.0
SYM
4.0
88.0
Suzuki
8.0
96.0
khac
4.0
100.0
III
Tng
100
100.0
Nh nht
Trung
bnh
Ln nht
lch chun
Yamaha l la chn s
100
2.02
.910
Honda l la chn s
100
1.70
.969
SYM l la chn s
100
3.63
.787
Suzuki l la chn s
100
2.84
.929
100
4.80
.696
III
III
III
thng v trong vng 15 ngy tnh t ngy giao xe (sau khi vn hnh khong 1000
km). Cng ty Vit Nam Suzuki s tr tin cng thc hin cng vic ny cho i
l. Nhng ln bo dng tip theo sau ln bo dng nh k th nht, khch hng
c trch nhim tr tin cng v cho nhng ph tng, vt liu thay th. Thi hn bo
hnh l 12000 km hoc 12 thng tnh theo trng hp no n trc. Tuy nhin,
m bo quyn li cho khch hng cng nh uy tn ca cng ty, cng ty Vit Nam
Suzuki s chu trch nhim thay th min ph hon ton cc chi tit h hng bng
ph tng mi hay tng ng nu cng ty xc nhn rng nguyn nhn h hng l
do cht lng vt liu hay do sai st trong qu trnh sn xut. Chnh nh n lc
khng ngng ca cng ty trong thit k, sn xut, cng nh trong cc dch v hu
mi, bo hnh m cng ty Vit Nam Suzuki c mt v tr kh vng chc trn th
trng xe my Vit Nam.
1.3. Dch v bo hnh ca SYM
Bn cnh Honda, SYM l hng cung cp xe my c th phn ln th hai trn th
trng Vit Nam. Vi slogan Hn c mong i SYM mong mun mang n cho
khch hng nhng dch v tt nht v th trong dch v bo hnh ca h c
nhng nt khc bit vi cc hng cung cp xe my khc. l v thi hn bo
hnh. SYM t ho rng h c thi hn bo hnh tt nht vi 20.000 km trong 1 nm
cho tt c cc loi xe SYM (thi hn bo hnh hn 8.000 km so vi cc hng khc).
Ring chng loi Attila, Excel th thi hn bo hnh 1 nm khng gii hn qung
ng l bao nhiu km. SYM cng c nhng trng hp bo hnh min ph nh: xe
my nhn hiu SYM c lp rp bng ph tng chnh phm, trong thi gian bo
hnh, cc h hng bi k thut ch to hoc lp rp u c bo hnh min ph
Ngoi ra khi mua xe khch hng s c nhn s bo hnh trong c: 3 phiu
thay du nht, 6 phiu bo dng v kim tra min ph. y chnh l quyn li
SYM ginh cho khch hng ca mnh. Mi phiu du nht tng ng vi mt
bnh du nht. Cn phiu bo dng v kim tra min ph th phiu ny c gi tr
tng ng tin cng ca mt ln kim tra v bo dng hoc tin cng ca mt
ln thay du nht. Vi nhng u i trn i vi khch hng, SYM to thm cho
mnh nhng bc tin vng chc trn th trng xe my Vit Nam.
Ngoi dch v bo hnh c cung cp bi cc hng Honda, SYM, Suzuki chng ta
khng th khng nhc n dch v bo hnh ca Yamaha.
1.4. Dch v bo hnh ca Yamaha Motor Vit Nam
Tn ti vi phng chm i ln cng s phn vinh ca t nc, phng chm
c da trn c s hng vo th trng v hng vo khch hng. Phng
chm ny bt ngun t cc kin phn hi ca khch hng v s truyn ti ti cc
i l v cc bn c lin quan ca Yamaha Vit Nam. Nh vy m Yamaha tho
III
III
tng
87
87.0
87.0
Cha bao gi
13
13.0
100.0
100
100.0
Tng
H quan tm v lun tm kim nhiu ngun thng tin v dch v bo hnh cng nh
v cc trung tm bo hnh vi cc dch v ca cc hng cung cp xe my khc
nhau. H c th tm kim thng tin v cc trung tm bo hnh qua nhiu ngun
thng tin khc nhau nh: qua xem tivi, qung co trn bo ch v nghe i, c
hng sn xut gii thiu khi mua xe Trong hu ht h u bit n trung tm
bo hnh l do hng sn xut xe gii thiu khi mua xe (42%). iu ny chng t l
cc hng sn xut xe nhn thy vai tr ca dch v bo hnh trong vic khng
nh v cng c cht lng cc loi xe m h cung cp.
III
11
11.0
12.4
Qung co trn bo ch
12
12.0
25.8
2.0
28.1
22
22.0
52.8
42
42.0
100.0
Tng
89
89.0
Khng kin
11
11.0
Nghe i
Phn
trm
Rt quan trng
27
27.0
27.0
Kh quan trng
45
45.0
72.0
Hi quan trng
25
25.0
97.0
3.0
100.0
100
100.0
III
Nh nht
Trung
bnh
Ln nht
lch chun
78
2.28
.820
nh gi v dch v bo hnh ca
Honda
82
2.35
.776
72
2.78
.655
nh gi v dch v bo hnh ca
Suzuki
71
2.77
.913
nh gi v dch v bo hnh ca
hng khc
70
3.27
.797
Qua bng tng hp trn chng ta c th thy rng sinh vin i hc Kinh t Quc
dn cm thy hi lng v dch v bo hnh ca hng Yamaha, tuy rng cc kin
cng kh phn tn. Tip sau l dch v bo hnh ca Honda. vi h Honda
vn lun l mt hng xe my ni ting v cht lng cng nh l mt hng c mt
mng li bo hnh, sa cha, bo dng tt trn ton quc. Hu nh cc bn sinh
vin Kinh t Quc dn u ng , hi lng vi dch v bo hnh ca Honda. ng
th 3, th 4 v dch v bo hnh theo s sp xp ca cc bn sinh vin Kinh t
Quc dn l Suzuki v SYM.
S hi lng hay khng hi lng ca sinh vin Kinh t Quc dn v dch v bo hnh
ca cc hng c th hin chi tit qua nh gi v cc kha cnh ca dch v bo
hnh nh: thi gian bo hnh, qung ng bo hnh, ch v chi ph bo hnh
ca cc hng. i vi mi hng th nh gi ca sinh vin l khc nhau i vi cc
kha cnh khc nhau. u tin l nh gi ca sinh vin v thi gian bo hnh ca
cc hng.
Bng 9: nh gi v thi gian bo hnh ca cc hng
S lng tr
li
Nh
nht
Ln
nht
Trung
bnh
lch
chun
78
2.32
.875
82
2.46
.688
72
2.74
.692
71
2.82
.798
70
3.03
.816
III
hng khc
78
82
Ln
nht
Nh nht
Trung
bnh
lch
chun
2.53
.833
2.59
.702
nh gi v qung ng bo hnh ca
SYM
72
2.65
.715
nh gi v qung ng bo hnh ca
Suzuki
70
2.86
.687
nh gi v qung ng bo hnh ca
hng khc
70
3.13
.700
III
Nh
nht
Ln
nht
Trung
bnh
lch
chun
nh gi v chi ph v ch bo hnh ca
Yamaha
78
2.87
.888
82
22
3.22
2.206
72
3.11
.683
71
3.08
.692
70
3.19
.786
III
Nh
nht
Ln
nht
Trung
bnh
lch
chun
89
2.01
.805
89
2.17
.801
89
1.91
.748
nh gi v tm quan trng ca ch bo
hnh
89
2.02
.853
III
KT LUN
M rng th trng v to dng mt hnh nh tt p trong tm tr khch hng lun
l mong mun ca bt k doanh nghip no. Do vy cc cng ty lun nh hng
cho hot ng kinh doanh ca mnh xut pht t th trng. Mt cng ty mun ng
vng trn th trng th phi nghin cu nhu cu ca khch hng, tm hiu cc i
th cnh tranh c th a ra k hoch, chin lc kinh doanh ph hp, tm ra cc
gii php c hiu qu thc hin cc chin lc mt cch tt nht. V i vi
cc nh cung cp xe my cng vy. Ngoi vic c th cung cp cho khch hng
nhng sp phm xe my c kiu dng, mu sc p cc hng cn phi nm c
nhu cu ca khch hng c th p ng cc nhu cu mt cch tt nht. Chnh
v th ngoi vic m bo cht lng xe my trc khi bn, cc hng cn phi quan
tm n cht lng xe sau khi bn hay cc dch v sau khi bn - c bit l dch v
bo hnh.
Qua mt thi gian tm hiu hot ng marketing cng nh cc dch v hu mi ca
cc hng cung cp xe my trn th trng Vit Nam, ti thy cc hng cung cp xe
my c mt s hot ng trong dch v sau bn hng - c bit l dch v bo
hnh nhm m rng th trng cng nh thu ht khch hng.. Qua bn bo co ny,
n phn no gip chng ta c th hiu c tm quan trng hay nh hng ca
dch v bo hnh ti quyt nh mua xe my ca sinh vin i hc Kinh t Quc
dn ni ring v ngi tiu dng Vit Nam ni chung. Bn bo co ny chng
minh c rng khng nhng ch l mt dch v km theo khi khch hng mua xe
my m dch v bo hnh c vai tr kh quan trng trong quyt nh mua xe my
ca sinh vin i hc Kinh t Quc dn. Tuy ti vn nm trong gii hn l ch
nghin cu nh hng ca dch v bo hnh ti quyt nh mua xe my ca sinh
vin Kinh t Quc dn ch khng phi l nh hng tng qut n ton b ngi
tiu dng Vit Nam, nhng n cng ch ra cho nh cung cp xe my cng nh
ngi tiu dng thy c tm quan trng ca dch v bo hnh.
Tuy vy, trn thc t vn cn nhng tn ti v hn ch trong cc chnh sch cng c
v trong dch v bo hnh ca cc hng. Chnh v vy, t nhng vn cn tn ti
cng nh qua nh gi ca cc bn sinh vin i hc Kinh t Quc dn v dch v
bo hnh ca cc hng m ti cp trong phn III, ti xin mnh dn a ra mt
s gi nhm cng c hiu qu hot ng ca dch v bo hnh ca cc hng cng
nh nhm tng cng kh nng cnh tranh ca cc doanh nghip sn xut xe my.
Theo ti th nhng gi ny u mang tnh kh thi. N s gp phn gip cc doanh
nghip sn xut hay cung cp xe my s ci thin c dch v bo hnh ca hng
mnh nhm tho mn nhiu hn nhu cu v c mun ca khch hng. Hy vng
rng nhng gi ny s phn no c ch trong vic m rng th trng hay thu ht
III
III
MC LC
Li m u................................................................................................................1
Ni dung.................................................................................................................... 3
I. Tng quan v th trng xe my Vit Nam............................................................3
1. Nhu cu tiu th xe my Vit Nam................................................................3
2. Cc nh cung cp xe my Vit Nam...............................................................4
2.1. Honda Vit Nam........................................................................................4
2.2. Yamaha Motor Vit Nam...........................................................................6
2.3. SYM...........................................................................................................7
2.4. Vit Nam Suzuki........................................................................................8
2.5. Cc hng cung cp xe my khc..............................................................10
II. Hnh vi mua sm v s dng xe my ca sinh vin Kinh t Quc dn...............12
1. Tng quan v mu nghin cu........................................................................12
2. Nhn thc ca sinh vin Kinh t Quc dn v cc nhn hiu xe my..............13
2.1. Tng quan v cc nhn hiu xe my c sinh vin Kinh t Quc dn s
dng ...............................................................................................................13
2.2. Nhn hiu c sinh vin i hc Kinh t Quc dn a thch.................14
III. nh gi ca sinh vin Kinh t Quc dn v dch v bo hnh ca cc hng
cung cp xe my trn th trng Vit Nam..............................................................15
1. Khi qut v dch v bo hnh ca cc hng cung cp xe my trn th trng
Vit Nam.............................................................................................................15
1.1. Dch v bo hnh ca Honda Vit Nam...................................................15
1.2. Dch v bo hnh ca Vit Nam Suzuki...................................................16
1.3. Dch v bo hnh ca SYM.....................................................................17
1.4. Dch v bo hnh ca Yamaha Motor Vit Nam......................................17
1.5. Dch v bo hnh ca cc hng khc........................................................18
2. nh gi ca sinh vin Kinh t Quc dn v dch v bo hnh xe my..........19
III
IV. Mt s gi nng cao cht lng dch v bo hnh nhm tng cng kh nng
cnh tranh cho cc doanh nghip sn xut xe my.................................23
1. Cc loi dch v nn cung cp.........................................................................24
1.1. a dng ho dch v bo hnh.................................................................24
1.2. Tng cng thm dch v t vn khch hng...........................................24
1.3. Mt s gi khc.....................................................................................24
2. Ci tin v cht lng v thi cung cp dch v.........................................24
Kt lun...................................................................................................................27
.....................................................................................................................................
.............................................................................................................
.......................................................................................................... 21
Ph lc
III
C cu mu nghin cu
Bng 2
Bng 3
Bng 4
Danh mc la chn
Bng 5
Bng 6
Bng 7
Bng 8
Bng 9
Bng 10
Bng 11
Bng 12
III