B GIO DC V O TO

I HC NNG LM TP. H CH MINH

K HOCH THNH LP CA HNG KINH DOANH BN L

TRANG SC ROSE JEWELRY TI KHU VC
CH BN THNH, Q1, TP.HCM

NGUYN TH THANH THO

KHA LUN TT NGHIP

NHN VN BNG C NHN
NGNH QUN TR KINH DOANH

Thnh ph H Ch Minh
Thng 7/2008

Hi ng chm bo co kho lun tt nghip i hc khoa Kinh T, trng i

Hc Nng Lm Thnh Ph H Ch Minh xc nhn kho lun K Hoch Thnh Lp Ca
Hng Kinh Doanh Bn L Trang Sc Rose Jewelry Ti Khu Vc Ch Bn Thnh, Q1,
Tp.HCM do Nguyn Th Thanh Tho, sinh vin kho 30, ngnh Qun Tr Kinh Doanh
thc hin, bo v thnh cng trc hi ng vo ngy ______________.

TRN NH L
Gio vin hng dn

____________________________
Ngy
thng
nm

Ch tch hi ng chm bo co

_______________________
Ngy
thng
nm

Th k hi ng chm bo co

______________________________
Ngy
thng
nm

LI CM N
u tin ti xin t lng thnh knh, bit n n Ba, M ngi sinh thnh v nui
nng dy d ti n ngy hm nay. Gia nh lun l hu thun vng chc nht ca ti,
lun dnh cho ti nhng iu kin tt nht chuyn tm vo vic hc tp. Xin cm n
nhng ngi thn lun ng vin ng h ti. c bit ti chn thnh bit n D v Ch
nhng ngi lun quan tm, chm sc v gip ti trong sut thi gian qua.
Ti xin chn thnh cm n qu thy c, ban gim hiu trng H Nng Lm
TPHCM , c bit l Khoa Kinh T truyn t nhng kinh nghim, nhng kin thc
qu bu cho ti trong sut thi gian hc tp trng. c bit ti xin chn thnh cm n
thy Trn nh L ngi khi dy nim am m khm ph th gii Marketing trong
ti. Xin cm n thy lun to cho ti mt tm l thoi mi, t tin khi thc hin ti.
Cm n thy ng h nhng quan im, suy ngh ca ti.
Ti cng xin gi li cm n chn thnh n anh Trn Quc t. Ngi rt
nhit tnh hng dn v gip ti trong sut qu trnh thc hin kha lun. Qua qu
trnh lm vic ti hc c anh mt phong cch tr trung, nng ng, nhit tnh v
y bn lnh.
Cm n nhng ngi bn thn lun ng vin, gip ti trong qu trnh hc tp
cng nh trong cuc sng.
Ti xin gi n mi ngi nhng li chc phc v li cm n chn thnh nht.
Xin chn thnh cm n!
TP.HCM, ngy 01 thng 07 nm 2008

NGUYN TH THANH THO

NI DUNG TM TT
NGUYN TH THANH THO. Thng 7 nm 2008. K Hoch Thnh Lp Ca
Hng Kinh Doanh Bn L Trang Sc Rose Jewelry Ti Khu Vc Ch Bn Thnh,
Q1, Tp.HCM.
NGUYEN THI THANH THAO. July 2008. The Plan Establishs Retail Store
Rose Jewelry at Ben Thanh Market Area, District 1, HCM City
Kha lun c th hin di hnh thc mt k koch kinh doanh, l k hoch
m ca hng kinh doanh bn l vng trang sc qu khu vc ch Bn Thnh - trung
tm n trang Si Gn, Q1, Tp.HCM. Trc tin kha lun nghin cu c th ngnh
ngh, c im ca th trng trang sc tng hp nhng thun li v kh khn t th
trng. ng thi kha lun thc hin 100 bng iu tra kho st th hiu khch hng ti
khu vc d nh kinh doanh xy dng cc chun gi tr ca ca hng v: sn phm, gi
c, hu mi, chm sc khch hng, h thng nhn dng thng hiu, qung co. T
hnh thnh nn mt k hoch kinh doanh c th sau khi c c nhng thng tin t
vic tm hiu, nghin cu, phn tch th trng. Kha lun ch ra c nhng vic phi
lm v nhng vic cn phi ch khi tin hnh thc hin k hoch trong thc t cng nh
mt s kin ngh k hoch c hon thin hn, m bo hiu qu cao nht.

MC LC
Trang
DANH MC CC CH VIT TT................................................................................ix
DANH MC CC BNG.................................................................................................x
DANH MC CC HNH.................................................................................................xi
DANH MC PH LC...................................................................................................xii
CHNG 1........................................................................................................................ 1
1.1. t vn ................................................................................................................1
1.2. Mc tiu nghin cu.................................................................................................3
1.3. Phm vi nghin cu..................................................................................................3
1.4. Cu trc kho lun...................................................................................................3
CHNG 2........................................................................................................................ 5
2.1. Tng quan th trng vng trang sc Vit Nam........................................................5
2.2. Hin trng phn b th trng n trang Tp.HCM.....................................................6
2.3. Cc thng hiu ln cng ch chim mt th phn nh............................................7
2.3.1. Cng ty vng bc qu Si Gn SJC...........................................................7
2.3.2. Cng ty c phn vng bc qu Ph Nhun PNJ.........................................8
2.4. Tnh trng gian ln tui vng....................................................................................9
2.4.1. Kh xc nh tui vng....................................................................................10
2.4.2. Tnh trng mua u bn ...........................................................................11
2.4.3. Tui vng kh khn cho c doanh nghip........................................................12
CHNG 3......................................................................................................................13
3.1. C s l lun..........................................................................................................13
3.1.1. L thuyt v Marketing...................................................................................13
a) Khi nim Marketing v Marketing Mix (4P).................................................13
b) Chin lc sn phm (Product).........................................................................14
c) Chin lc gi (Price)........................................................................................15
v

d) Chin lc phn phi (Place)............................................................................16

e) Chin lc chiu th - c ng (Promotion).......................................................16
3.1.2. L thuyt v lp k hoch kinh doanh.............................................................18
a) Khi nim v k hoch kinh doanh....................................................................18
b) Cc chc nng ca k hoch kinh doanh...........................................................19
3.1.3. L thuyt v nghin cu th trng..................................................................19
a) Khi nim..........................................................................................................19
b) Vai tr ca nghin cu th trng......................................................................20
c) Cc bc nghin cu th trng.........................................................................20
3.1.4. nh ngha s tho mn khch hng (Philip Kotler, 2003)..............................20
3.1.5. Mi quan h gia s tho mn khch hng v cht lng dch v...................21
3.1.6. Thng hiu.....................................................................................................22
3.2. Phng php nghin cu........................................................................................22
3.2.1. Phng php thu thp d liu..........................................................................22
3.2.2. Phng php x l s liu...............................................................................22
CHNG 4......................................................................................................................24
4.1. Dn nhp................................................................................................................24
4.2. Mt s thut ng s dng trong bi........................................................................25
4.2.1 Vng.................................................................................................................25
4.2.2. Vng trng.......................................................................................................25
4.2.3. Bch kim..........................................................................................................26
4.2.4. Cch phn bit Bch kim v Vng trng..........................................................26
4.2.5. Vng 2 - 3 mu................................................................................................27
4.2.6. qu.............................................................................................................27
4.2.7. Kara/ Cara........................................................................................................28
4.2.8. ng du tui vng..........................................................................................28
4.3. M t hot ng ca doanh nghip.........................................................................29
4.4. Phn tch th trng v cc i th cnh tranh.......................................................30
4.4.1. nh gi th trng..........................................................................................30
vi

4.4.2. Phn tch i th cnh tranh............................................................................32

a) Cc tim vng t nhn.......................................................................................33
b) Cc chui ca hng trang sc ca mt cng ty..................................................33
c) Ch, trung tm thng mi, siu th...................................................................34
4.5. Khch hng mc tiu, hnh vi khch hng (who)..................................................34
4.5.1. Tng hp thng tin p vin............................................................................35
a) Tnh trng hn nhn...........................................................................................35
b) Ngh nghip v trnh hc vn.......................................................................36
c) Thu nhp c nhn...............................................................................................38
4.5.2. Phn tch hnh vi mua v s dng n trang.....................................................39
a) Quan nim ca ngi tiu dng v n trang......................................................39
b) Cc yu t nh hng n quyt nh la chn thng hiu.............................40
c) Cc yu t nh hng n quyt nh mua n trang..........................................41
d) S nh hng ca nhm tui n quyt nh mua.............................................42
e) Mt s thi quen trong hnh vi mua sm ca khch hng..................................45
4.6. Chin lc sn phm v dch v (What)................................................................46
4.6.1. Phn loi sn phm..........................................................................................46
4.6.2. Xc nh phn khc th trng........................................................................49
4.6.3. Kt cu sn phm.............................................................................................50
a) Trang sc c gn kim cng..............................................................................50
b) Trang sc c gn qu....................................................................................51
c) Trang sc c gn bn qu..............................................................................52
d) Trang sc c gn nhn to.............................................................................52
e) Trang sc trn khng gn ..............................................................................53
f) Kt lun..............................................................................................................54
4.6.4. Thit k mu v hot ng sn xut.................................................................56
a) Thit k mu......................................................................................................56
b) Hot ng sn xut............................................................................................57
4.6.5. Nh cung ng..................................................................................................58
vii

4.7. Cng tc t chc bn hng (How)..........................................................................59

4.7.1. Thu mt bng.................................................................................................60
4.7.2. Trang tr ni tht v mua sm cc dng c trang thit b.................................60
a) Trang tr ni tht................................................................................................60
b) Mua sm cc dng c trang thit b...................................................................61
4.7.3. Nhn vin........................................................................................................62
4.7.4. Phng thc phc v.......................................................................................63
4.7.5. Cc dch v bn hng.......................................................................................64
a) Dch v i km...................................................................................................64
b) Hu mi, bo hnh.............................................................................................64
4.8. Chnh sch Marketing............................................................................................65
4.8.1. Xy dng h thng nhn dng thng hiu.....................................................65
a) Tn cng ty v logo thng hiu........................................................................66
b) ng dng logo vo h thng nhn din thng hiu.........................................66
4.8.2. Khuyn mi.....................................................................................................67
4.8.3. Qung co........................................................................................................68
4.8.4. Tuyn truyn....................................................................................................69
4.9. Chin lc nh gi sn phm................................................................................69
4.10. Tng kt chun gi tr v hoch ton kinh ph cc hot ng ca ca hng.........70
4.10.1. Tng kt cc chun gi tr ca ca hng........................................................70
4.10.2. Hoch ton kinh ph cho k hoch kinh doanh c th....................................71
4.10.3. D n thu nhp cho nm u hot ng ca doanh nghip............................74
CHNG 5......................................................................................................................76
5.1. Kt lun.................................................................................................................. 76
5.2. ngh................................................................................................................... 77
5.2.1. i vi cc doanh nghip trong ngnh............................................................77
5.2.2. i vi c quan nh nc................................................................................77
TI LIU THAM KHO................................................................................................78

viii

DANH MC CC CH VIT TT
CTC

Chiu th c ng

DN

Doanh nghip

LN

Li nhun

LNG

Li nhun gp

NCTT

Nghin cu th trng

NTD

Ngi tiu dng

NVL

Nguyn vt liu

PTTH

Ph thng trung hc

THCN

Trung hc chuyn nghip

TTTM

Trung tm thng mi

VBQ

Vng bc qu

VIP

Nhn vt quan trng (very important person)

VN

Vit Nam

WTO

T chc Thng Mi Th Gii (World Trade Organization)

ix

DANH MC CC BNG
Trang
Bng 4.1. Cch Xc nh Gi Tr Vng theo Cara v Cch Xc nh Tui Vng............28
Bng 4.2.Thng K Tnh Trng Hn Nhn v Con Ci....................................................35
Bng 4.3. Trnh Hc Vn v Thng Tin Ngh Nghip ca p Vin..........................37
Bng 4.4. Mc nh Hng ca Cc Yu T n Quyt nh Mua N Trang...........41
Bng: 4.5. Nhm Tui nh Hng n Quyt nh Mua................................................43
Bng 4.6. Cc Cch Phn Loi Trang Sc........................................................................47
Bng 4.7. Phn Khc Th Trng v Cc Yu T c Trng ca Th Trng.................49
Bng 4.8. Tng Kt Cc Chun Gi Tr ca Ca Hng.....................................................70
Bng 4.9. Hoch Ton Chi Ph u T C Bn................................................................72
Bng 4.10. Hoch Ton Chi Ph Hot ng Bnh Qun Ca Doanh Nghip....................73
Bng 4.11. D n Thu Nhp Hng Thng Trong Nm u Hot ng...........................75

DANH MC CC HNH
Trang
Hnh 2.1. Bn Khu Vc Ch Bn Thnh Trung Tm N Trang Si Gn...................7
Hnh 3.1. Bn Yu T ca Marketing Mix.....................................................................13
Hnh 3.2. Ba Thnh Phn ca Sn Phm Theo Quan im Marketing.............................14
Hnh 3.3. Cc Yu T nh Hng n Gi......................................................................15
Hnh 3.4. Tm Quan Trng Tng i ca Cc Cng C Chiu Th C ng................18
Hnh 3.5. Quy Trnh Nghin Cu Th Trng..................................................................20
Hnh 3.6. Cc Nhn T Tc ng n S Tho Mn Khch Hng..................................21
Hnh 4.1. Nhn Bit Thng Hiu Khng Gi Nh.........................................................31
Hnh 4.2. Nhn Bit Thng Hiu C Gi Nh...............................................................31
Hnh 4.3. Biu Thng K Ni Thng Mua N Trang ca Khch Hng....................32
Hnh 4.4. Biu Tnh Trng Hn Nhn v Con Ci......................................................36
Hnh 4.5. Biu Ngh Nghip.......................................................................................38
Hnh 4.6. Biu Thu Nhp C Nhn.............................................................................38
Hnh 4.7. Quan Nim ca Ngi Tiu Dng v N Trang................................................39
Hnh 4.8. Cc Yu T nh Hng n Quyt nh La Chn Thng Hiu...................40
Hnh 4.9. Mc nh Hng ca Cc Yu T n Quyt nh Mua N Trang............42
Hnh 4.10. Nhm Tui nh Hng n Quyt nh Mua...............................................43
Hnh 4.11. Thi Quen i Mua N Trang..........................................................................45
Hnh 4.12. Nhng Dp Thng Mua Trang Sc...............................................................46
Hnh 4.13. Biu Xu Hng S Dng Trang Sc C Gn Kim Cng........................50
Hnh 4.14. Biu Xu Hng S Dng Trang Sc C Gn Qu..............................51
Hnh 4.15. Biu Xu Hng S Dng Trang Sc C Gn Bn Qu.......................52
Hnh 4.16. Biu Xu Hng S Dng Trang Sc C Gn Nhn To......................53
Hnh 4.17. Biu Xu Hng S Dng Trang Sc Trn Khng Gn .......................53
xi

Hnh 4.18. Sn Phm Trang Sc 3 Mu v Nhn Ci Vng Trng Gn Kim Cng......55

DANH MC PH LC
Ph lc 1. Bng cu hi kho st kin khch hng
Ph lc 2. Mt s a ch t vn thit k, trang tr ni tht
Ph lc 3. Giao dch v bo hnh trang sc qu
Ph lc 4. Mt s kin thc v bo qun trang sc
Ph lc 5. B su tp trang sc ngc trai
Ph lc 6. Bng gii thiu, phn loi qu

xii

CHNG 1
M U

1.1. t vn
K t sau khi i mi cho n nay, nn kinh t nc ta c nhiu bin i tch
cc, tng trng kinh t lun t mc pht trin kh cao khong 7% nm. c bit l
trong nhng nm gn y Vit Nam tr thnh nc c mc tng trng kinh t ng
hng th hai th gii sau Trung Quc. Nc ta khng ngng pht trin nn kinh t th
trng, m rng hi nhp vi khu vc v th gii, bng chng l Vit Nam l thnh
vin th 150 ca t chc thng mi th gii WTO. y l mt c hi thun li thc y
nn kinh t pht trin, ng thi cng l mt thch thc ln i hi cc doanh nghip phi
vt qua.
Cng vi vic tng trng kinh t, mc sng ca ngi dn cng ngy cng tng
cao, t nhng nhu cu c bn n no mc m nay nng ln mc nhu cu cao cp hn
n ngon mc p. Khi ni n ci p th trang sc c coi l mt trong nhng mn
khng th thiu trong khu lm p ca con ngi, v n khng nhng c gi tr v
mt kinh t m cn c gi tr hon ho v mt thm m. V p t nhin ca ngi ph
n vn rt c hm m, song cng t con ngi li ch tc ra nhng ph trang t
im cho v p y c hon ho hn. Bi vy, trang sc ra i v c bit n nh
mt yu t quan trng gp phn lm ngi ph n tr nn rng r v cun ht hn trong
mt ngi khc gii. Vi s kt hp khc nhau s mang li nhng gi tr khc nhau: vng
trng, vng mu kt hp vi kim cng s to nn v p thanh khit v sang trng; nu
kt hp vi rubi th li em n v p rc r, cun ht; cn vi ngc trai l v p
ca s qu phi. Chnh v nhng gi tr c bit , ngi ta chn trang sc l mn

trng din mi dp quan trng nh trong ngy ci, ngy l hi ln hay ch n thun
trong nhng ngy thng nht tng thm t tin khi giao tip vi x hi.
Hng trang sc vng l mt mt hng tiu dng cao cp cng ngy cng c ng
o ngi tiu dng hm m, c bit l nhng nm gn y khi mc sng ca mi ngi
c nng cao. Ngy nay ca hng trang sc vng ca nc ta ln n con s hng
trm ngn, t nhng thnh ph ln nh H Ni, thnh ph H Ch Minh, Cn Th,
Nng, Hi Phng n cc thnh ph, th x, th trn min ni u u cng c ca
hng trang sc. Song th trng trang sc- qu ca Vit Nam ta cn nhiu bt cp: bn
thn ngi tiu dng thiu hiu bit i vi mt hng, cht lng sn phm khng n
nh, ngun gc xut x khng r rng, cng thm s khng hp l, khng ng b ca
gi. Chnh nhng yu t ny lm cho th trng Vit Nam kh ho nhp vi th gii.
Khoa hc k thut, cng ngh mi th pht trin khng ngng cn nhu cu, th hiu ca
khch hng cng ngy cng cao v a dng hn, to c li th cnh tranh i hi
DN phi tha mn ti a nhu cu khch hng. Mun tn ti v hot ng c hiu qu
trong giai on hin nay i hi doanh nghip phi nng ng v nhy bn vi s thay
i ca mi trng kinh doanh v nhu cu khch hng; phi c s thay i mnh m
trong phng thc hot ng, phi tin hnh iu tra, phn tch nm bt nhu cu, th hiu
ngi tiu dng c nhng chin lc kinh doanh hiu qu.
Trc s bin ng mnh ca gi vng th gii v trong nc trong thi gian qua
th tin chc rng nhng bt cp ca th trng trang sc s ngy cng tng cao hn na
m thit hi ln nht l v pha ngi tiu dng. Nhng im cn hn ch, bt cp va
l thch thc va l c hi cho nhng doanh nghip mi - nhng doanh nghip vi mong
mun tho mn ti a ngi tiu dng vi nhng dch v hon ho nht - c th thm
nhp vo th trng. Vi mong mun khm ph, tm hiu v thm nhp vo mt th
trng nng bng y tim nng; ng thi tng hp li tt c nhng kin thc hc t
gh nh trng xy dng mt k hoch kinh doanh khi nghip thc t cho bn thn.
c s ng ca Khoa Kinh t, s hng dn ca thy Trn nh L, s h tr ca
ngi thn ti tin hnh thc hin ti: K hoch thnh lp ca hng kinh doanh bn l
trang sc Rose Jewelry ti khu vc ch Bn Thnh, Q1, Tp.HCM
2

1.2. Mc tiu nghin cu

- Mc tiu chung: Xy dng k hoch m ca hng kinh doanh bn l vng, trang
sc, qu khu vc ch Bn Thnh - trung tm n trang Si Gn, Q1, Tp.HCM thng
qua vic nghin cu c th ngnh ngh, c im th trng v kho st th hiu khch
hng ti khu vc d nh kinh doanh.
- Mc tiu c th:
+Tm hiu thc trng th trng trang sc ti khu vc ch Bn Thnh, Tp. HCM,
tng hp nhng thun li v kh khn t th trng.
+Kho st th hiu khch hng ti khu vc ch Bn Thnh, Q1, Tp.HCM xy
dng cc chun gi tr ca ca hng v sn phm, gi c, hu mi, chm sc khch hng,
h thng nhn dng thng hiu, qung co
+Xy dng mt k hoch kinh doanh c th t cc chun gi tr ca ca hng.
1.3. Phm vi nghin cu
-Gii hn v mt ni dung: kha lun ch c gi tr cho vic m ca hng kinh
doanh bn l trang sc qu ti khu vc quanh ch Bn Thnh - Trung tm N trang Si
Gn, Q1, Tp. HCM. Nu m ca hng khu vc khc th ti ch c th mang tnh cht
tham kho v cc thng tin thu thp x l l c trng ring cho khu vc ny. ti ch
dng li vic tng hp, phn tch, x l thng tin v s liu ri xut chin lc kinh
doanh khng tin hnh thm nh hiu qu nh mt d n.
- Phm vi khng gian: tin hnh kho st, ly kin ca khch hng mua n
trang ti khu vc ch Bn Thnh - Trung tm N trang Si Gn, Q1, Tp. HCM
- Phm vi thi gian: ti c thc hin trong khong thi gian t 20/3/2008
n 7/7/2008
1.4. Cu trc kho lun
Chng 1 M u trnh by l do chn ti, mc tiu nghin cu, phm vi
nghin cu v trnh by tm tt b cc kha lun.
Chng 2 Tng quan gii thiu v th trng trang sc Vit Nam, hin trng phn
b th trng trang sc ti Tp.HCM c bit khu trung tm Q1, nhng vn bt cp
trong ch tc v hot ng kinh doanh bn l trang sc hin nay v i nt v cc i th
3

cnh tranh.
Chng 3 Ni dung v phng php nghin cu trnh by mt s c s l lun
c s dng trong kha lun nh l thuyt v hoch nh chin lc, qun tr marketing,
lp k hoch kinh doanh, s tha mn ca khch hng, thng hiu v cc phng php
thu thp, x l, phn tch s liu.
Chng 4 Kt qu v tho lun da vo kt qu phn tch th trng, kho st
ngi tiu dng n mua hng ti khu vc ch Bn Thnh, Q1, Tp. HCM xy dng cc
chun gi tr m ca hng phi c v: sn phm, gi c, hu mi, chm sc khch hng, h
thng nhn dng thng hiu, qung co
Chng 5 Kt lun v ngh tng kt li nhng kt qu phn tch, cp cc
mt hn ch ca kha lun v mt s ngh.

CHNG 2
TNG QUAN

2.1. Tng quan th trng vng trang sc Vit Nam

Theo thng tin ca Hi ng Vng th gii, nm 2005 ngi VN s dng 31 tn
n trang vng. Ring TP.HCM sn lng n trang c t 2.500 ngn sn phm/nm,
doanh thu xut khu mt hng ny tuy cn khim tn nhng cng t t 2-3 triu
USD/nm. T nm 2005 n nay, nhu cu tiu th vng ti Vit Nam tng ln nhanh
chng, nhu cu vng trung bnh trong 3 nm gn y ca Vit Nam hn 70 tn/nm, trong
nhu cu tiu th vng n trang Vit Nam ngy cng tng cao (trung bnh t 30 n
35 tn/nm). Nm 2007, nhu cu vng vo khong 75 - 80 tn, c khong 42 tn vng
ming v 35 tn vng n trang. Ch tnh ring Cng ty Vng bc qu Si Gn (SJC)
c khi lng vng n trang bn ra t 41.129 mn, tng gp 2,5 ln so vi nm 2006,
doanh s ln n hng t ng.
Th trng vng Vit Nam trong qu I/2008 chng kin s si ng cha tng c
trong lch s. Nhng bin ng mnh ca gi vng trn th trng th gii, nhu cu vng
u t v tiu dng tng cao, hot ng sn xut - kinh doanh vng ang din ra kh
thun li. c tnh trong nm 2008, lng vng tiu th ton th trng s vt 80 tn.
Nhiu chuyn gia kinh t nhn nh rng Th trng trang sc Vit Nam: Vng ang
m.
Nm 2004, c nc c khong 8.000 doanh nghip ln nh kinh doanh lnh vc
vng bc, tnh n nay con s khong hn 10.000. Nhng tnh trn phm vi ton
quc, ch c khong 10 doanh nghip c thng hiu. S c mt ca cc nhn hiu trang
sc cao cp ni ting trn th gii l nhng i th rt nng k ca cc doanh nghip Vit
Nam. Ti cc trung tm thng mi (TTTM) nh Diamond, Parkson, Zen Plaza, v tr ca
5

cc doanh nghip Vit Nam hon ton thua km so vi cc thng hiu nc ngoi. Tuy
nhin, cc thng hiu n trang nc ngoi ch nhm n phn khc cao cp vi knh
phn phi chnh ti cc TTTM. Trong khi hu ht cc doanh nghip Vit Nam mi ch c
ca hng nh, l, khng tm c ch ng ti cc TTTM vi l do "khng c thng
hiu". Tuy nhin, doanh nghip Vit Nam hiu th trng Vit Nam, s a ra c sn
phm gn vi th hiu khch hng ca mnh hn.
2.2. Hin trng phn b th trng n trang Tp.HCM
Hot ng kinh doanh mua bn VBQ ti Tp.HCM c phn b khp 24 qun,
huyn vi hn 770 ca hng ln nh. Cc ca hng thng tp trung khu vc gn ch
hoc gn cc khu dn c ca mi qun huyn. Qun 5, Qun 8, Qun Bnh Thnh, Qun
G Vp, Qun Tn Bnh l nhng khu vc tp trung cc ca hng ln vi cc ch ni
ting nh: Ch An ng, Ch Ln, Ch Bnh Ty, Ch Ha Bnh, Ch B Chiu, Ch
Tn Bnh.
Trong s hn 770 ca hng ln nh ny c hn 100 ca hng thuc khu vc Q1
c bit l khu vc Phng Bn Thnh v Phng Bn Ngh vi cc trc ng chnh l
L Thnh Tn, Nguyn Hu, L Li.
Khong 40 gian hng kinh doanh VBQ nm trong khu vc Ch Bn Thnh ch
yu kinh doanh bn l trang sc ph thng. y cng l khu vc tp trung nhiu nhn
hiu trang sc cao cp ni ting trong v ngoi nc nh VBQ Ph Nhun (PNJ),
VBQ Si Gn (SJC), VBQ Bn Thnh, Kim Hon Thanh Nin (YTJ), Bo Tn, Bo
Ngc, Cu Long, Prima Gold, Bvlgari, Alphana Boutigue, Beyound Jewelries, Charm &
Chic, Crystal
Ngy cng nhiu cc nhn hiu trang sc ni ting ca nc ngoi tng bc xm
nhp vo th trng Vit Nam v cng ch yu tp trung khu vc Ch Bn Thnh,
Trung Tm N Trang Si Gn.

Hnh 2.1. Bn Khu Vc Ch Bn Thnh Trung Tm N Trang Si Gn

Ngun: www.hochiminhcity.gov.vn/left/ban_do/bandotp_quanhuyen
2.3. Cc thng hiu ln cng ch chim mt th phn nh
C nc c khong 10.000 ca hng kinh doanh VBQ, tuy nhin i vi th
trng trang sc ca Vit Nam hin nay cha c mt thng hiu ln no c xem l c
th chim lnh chi phi th trng. Cc thng hiu ln nh PNJ, SJC, Bo Tn Minh
Chu cng ch chim mt th phn nh trong tng th trng. Nn nhiu chuyn gia kinh
t trong v ngoi ngnh u nh gi y l mt th trng y tim nng. Di y l
i nt v hot ng ca 2 i gia trong ngnh trang sc Vit Nam xy dng kh tt h
thng bn hng v nhn dng thng hiu.
2.3.1. Cng ty vng bc qu Si Gn SJC
Cng ty vng bc qu Si Gn SJC c thnh lp ngy
17/09/1988, nay l mt trong nhng doanh nghip Nh Nc u
tin ti thnh ph H Ch Minh c Th tng Chnh ph cho
php th im t chc, hot ng theo m hnh Cng ty m - Cng
ty con, thuc y Ban Nhn Dn thnh ph H Ch Minh. Vi
7

phng chm uy tn v cht lng, vng ming SJC v cc mt hng n trang vng bc
qu ca SJC c nh gi cao trn th trng vi nhiu danh hiu v cht lng sn
phm trong v ngoi nc.

Lnh vc hot ng:

+Sn xut, gia cng vng lng SJC, n trang, ch tc qu.
+Kinh doanh s, l vng bc, n trang, kim cng, qu.
+Gim nh v thc hin cc dch v v vng bc, qu, kim cng.
+Gia cng cc sn phm huy hiu, k nim chng, ng tin k nim, tng m ngh.
+Nhp khu vng nguyn liu, xut khu cc sn phm vng bc qu.
Mng li bn l gm 67 ca hng v i l vng SJC trong c nc. Trong nm
2007, mc tiu SJC (n v chim hn 80% th phn hin nay) t ra l 17.000 t ng v
t 23.000 t ng tng ng 1,5 t USD doanh thu. Nm 2008, SJC t mc tiu
t doanh thu 21.000 t ng, nhng vi s si ng ngay trong qu I/2008, con s thu v
vt tri vi 41% so vi k hoch nm, tng ng vi khong 13.000 t ng, bnh
qun mi tun t khong 1.100 t ng.
Ngy 12-7-2007, Cng ty Vng bc qu Si Gn (SJC) chnh thc khai trng
v a vo hot ng Chi nhnh SJC min Bc v Xng sn xut vng SJC. S kin ny
gip SJC ch ng hn trong kinh doanh, c bit l xy dng v pht trin h thng i
l phc v cho mc tiu pht trin n nh v lu di ca cng ty. Tng cng nng lc
sn xut vng ming, SJC thc hin c hiu qu hn nhim v chnh tr l gp phn
bnh n gi vng trong c nc, lm du ngay cc cn st gi vng.
2.3.2. Cng ty c phn vng bc qu Ph Nhun PNJ
Tnh n ngy 28/04/2007, Cng ty C phn Vng bc qu Ph
Nhun PNJ trn 19 nm thnh lp. Trit l kinh doanh ca PNJ l
t li ch khch hng v li ch x hi vo li ch doanh nghip.
PNJ khng ngng nng cao s tha mn khch hng trn c s kt
hp li ch ca cng ty, khch hng v ton x hi, bng cch
thng xuyn duy tr v ci tin h thng cht lng. Hin nay, PNJ l mt cng ty a
ngnh ang u t vn vo cc lnh vc: ti chnh, bt ng sn, du lch, cng nghip gii
8

tr, nng lng v thc phm nhng trong hot ng kinh doanh n trang l ct li.
PNJ xy dng cho mnh nh hng pht trin l khng nh v tr dn u v tnh sng
to, s tinh t v ng tin cy trong ngnh kim hon, thi trang
T u nm 2004 n nay, PNJ tng tc trn tt c mi mt t u t my mc
thit b, pht trin h thng, pht trin ngun nhn lc bng cc chng trnh o to
thng xuyn trong nc v nc ngoi. n nay, PNJ c 2 x nghip sn xut n
trang vng v bc ring bit v chuyn nghip, h thng phn phi c 9 chi nhnh vi 80
ca hng trn ton quc v hn 2.400 khch hng s. Cc hot ng cu PNJ th hin
phong cch ca nh sn xut n trang chuyn nghip, thit k mang dng dp ring v c
th ca PNJ, sn xut bng cng ngh hin i, phn phi qua h thng rng khp ton
quc vi i ng nhn vin bn hng tn tm v giu kinh nghim.
Khng dng li th trng ni a, PNJ tng bc chun b cho th trng xut
khu v bc u c mt s khch hng Singapore, Malalysia v M. n gia nm
2004 cng ty bt u c nhng n hng xut khu sang cc nc nh c, an Mch,
M v tip tc hp tc n hin nay. Th trng xut khu n nh vo nm 2006 vi
doanh s vo khong 8.000.000 USD v cc sn phm xut khu ngy cng c i tc
nh gi cao hn, ha hn nhiu n t hng n nh hn trong tng lai.
2.4. Tnh trng gian ln tui vng
Vng n trang c th xem l mt hng c bit v c gi tr cao v ngi mua
khng t kim nh c cht lng hng ho (ch yu trng cy vo uy tn ca ngi
bn). Th nhng, vic qun l cht lng mt hng ny vn b th ni. Theo kho st ca
Hi M ngh Kim hon qu TP.HCM, tnh trng gian ln trong kinh doanh vng bc
ph bin nht hin nay l thiu tui vng. Lu nay nh nc ch qun l mt hng ny v
cc khu nh: nhp khu, xut khu, trng lng, gi c v thu, ch v mt cht lng
(c th y l tui vng) th hu nh ang bung lng.
Gi vng ln. Gi vng ln na. Ri gi vng gim nh. Sau li ln. C nh
th, hai ba nm nay, iu nhy ca vng m hoc khng bit bao nhiu ngi trt lao
vo vi n. Dng nh trong cn lc y, ngi ta ch quan tm n gi vng, c bao
nhiu tin mua c vng. Cn bn cht vng ra sao, tht gi trong n trang
9

vng nh th no, dng nh khng my ai Li dng s h ny nhiu DN mc

nhin co ko tui vng, kinh doanh thiu trung thc gy thit hi cho ngi tiu dng v
nh hng chung n ngnh kim hon VN. So vi loi vng ming, vic kinh doanh vng
n trang lun t li nhun cao v ngoi thu nhp chnh lch t tin cng, tin vng (mc
thu vo v bn ra), cc ca hng kim hon cn mc ti ngi tiu dng bng vic mp m
tui vng hng li bt chnh.
2.4.1. Kh xc nh tui vng
Gim nh tui vng hin nay l iu rt kh khn v phn ln cc ca hng rt t
khi ng du cht lng cng nh k hiu trn tng mn hng, thm ch mt s trng
hp ng du khng ng s tht. Ging nh cu ni ch c cha m mi bit chnh xc
tui con ci, qu thc tui vng n trang th ch ch ca hng vng v ngi ch tc ra
sn phm n trang mi bit chnh xc, cn ngi mua th rt kh khn. Hin nay, nhiu
doanh nghip kinh doanh vng uy tn nh SJC, PNJ, Bo Tn Minh Chu lm rt tt
vic cung cp vng ng tui cho khch hng.
Tuy nhin, cng cn rt nhiu ca hng kinh doanh nh l v chy theo li nhun
tung ra th trng cc sn phm n trang vng khng ng tui tht. Bng chng l
gia nm 2007, on kim tra lin ngnh (gm Thanh tra S Khoa hc v Cng ngh
TPHCM, Chi cc Tiu chun o lng Cht lng, Chi cc Qun l th trng TP.HCM)
tin hnh kim tra ng lot 88 ca hng kinh doanh vng ti cc ch An ng, Ha
Bnh, B Chiu th c n hn 80 ca hng s dng cn vng, bc khng kim nh.
Phn ng cc tim vng vn cn s dng loi cn th, nn s chun xc v trng lng
hon ton ph thuc vo ngi bn. Mun kim li mi ch vng s c cn thiu cht
t, c 4.000 - 5.000 ng. Cn in t th chnh xc hn, nhng hin nay ch c khong
35% - 40% tim vng c loi cn ny. C cn in t nhng iu kin bo qun khng
ng tiu chun (c my lnh), ni t cn khng bo m chnh xc nh rt nhiu
dch v th hin nay th cng nh khng.
Trn thc t, vng n trang c chia lm 2 nhm: mt l vng ta tc 24K =
99,99%, thc t th trng ch 96% n 99,9%; hai l vng ty vi cc chun 18K= 75%,
14K=58,3%, 10K=41,7%, thc t th trng t 30% n 73%, khng c chun mc g
10

c). Tuy nhin, vic thm nh tui vng n trang ngoi tr gii chuyn mn v ch ca
hng kinh doanh th ngi tiu dng xem nh b tay v nhn bng mt thng kh m
on c chnh xc. Khng t ca hng kim hon v li nhun b qua ch tn, h c
tnh t tui vng khng hng li. Nhiu khch hng mc d b tin ra mua vng n
trang 18K (7 tui 5) nhng khi mang sang tim khc bn ra th khng c, hoc khi bn
c th li b nh gi tr rt thp, ch c vng 7 tui hoc 6 tui 8 l may. Khi ca hng
bn ra 10 sn phm n trang th kh nng thu hi li ch khong 1 - 2 mn l cng (v
thng vng n trang c xem l k vt lu nim nn bt c d hoc kt tin lm khch
hng mi mang bn li).
Nm c iu , cc ca hng kinh doanh vng tha h gian ln tui vng n
trang bng cch nng tui khng kim li. Ngay nh hin tng vng 14K c nim
yt vi gi vng 18K ti ca hng kim hon tr thnh chuyn thng ngy huyn.
Thm ch, mt s tiu thng cn khng ngn ngi cho bit khng gian ln lm sao sng
c, chnh v th vic mn hng n trang vng 5 tui 1 hay 6 tui 8 b y ln 7 tui 5
hng chnh lch 50.000 - 100.000 ng/ch dn tr thnh thi quen trong gii kinh
doanh vng. Cng v l ny, khng c g ngc nhin v s chnh lch ln gi vng n
trang gia cc tim nh: vng 18K ti ca hng vng bc qu ca SJC, Cng ty Vng
bc qu Ph Nhun (PNJ) mc 1.660.000 ng/ch nhng nhiu ca hng ti cc
ch th ch 1.560.000 ng/ch. Ngi tiu dng khng bit rng ngoi 3 tui c lit
k trn th hin nay vng n trang trn th trng cn hn 10 tui khc m ch dn
trong ngh mi bit!
2.4.2. Tnh trng mua u bn
Hi M ngh Kim hon qu TP.HCM nhn nh, mt trong nhng nguyn nhn
ca mua u bn xut pht t vic cnh tranh khng lnh mnh. DN kinh doanh n
trang vng hu nh ch quan tm n nhng k hiu 14K, 18K... ng trn sn phm m
khng sn phm cha bao nhiu hm lng vng v c tht s ng nh vy. Chnh
v cht lng vng n trang khng n nh v c sn xut theo kiu mnh ai ny lm
nn lu nay vic mua - bn vng trn th trng ra mt thng l mua u bn
nu ngi tiu dng khng mun b l nng nh vy ngi tiu dng b DN mc ti
11

n 2 ln. y cng l mnh t mu m cho nhng ngi thiu lng tm ngh nghip
trit khai thc, lm cht lng n trang vng ngy cng phc tp.
Ngi tiu dng hin nay rt hoang mang v lm th no bit vng mnh v
ang mua m bo ng cht lng khi c thng tin mt s ni s dng mt loi hp
kim nhp ngoi nh la c my th vng bng nguyn l o t trng. S doanh
nghip c my gim nh vng vi cng ngh ph k hunh quang tia X th h mi ch
c m trn u ngn tay, c bit khi loi my thng dng l my o t trng x l
bng ton hc gi c coi l "khng chnh xc"". Ngi ta ch cn dng mt loi hp
kim cha t l bc cao v mt s kim loi khc ch ra vng trng, em o bng my
ny s bo sai 10-20%.
2.4.3. Tui vng kh khn cho c doanh nghip
Ngoi ra, mt trong nhng nguyn nhn dn n th trng vng nhc nhi sut
thi gian qua l nhiu doanh nghip mua vng t cc c s km cht lng trn th trng
ri bn li cho khch hng. Cc ca hng ny khng c my mc gim nh tui vng tin
tin nn v tnh tip tay cho vng km cht lng lu thng.
Hin nay, c doanh nghip tr lng th rt cao 3-5 triu ng/thng nhng th
vn t chi. Tuy nhin, c doanh nghip tr lng thp 1-1,2 triu th li n lm rt
ng. Gii thch v s v l ny l v th thch n ni tr lng thp l bi ni
thng qun l lng lo, d n bt tui vng.
Cht lng vng ang l mi au u ca ngay c nhng ngi sng nh ngh
vng bc."Chiu" c bit m ngay c ngi bun bn vng cng ngn ngi l... vng "hai
da". Nn nhn trc tip ca mnh la o ny l cc ch tim vng.Vng "hai da" c 2
lp, bn ngoi l vng c tui cao, bn trong cht lng vng xu hn nhiu. Mt
lng vng nh th sau khi nu li ch cn nhiu nht 5,7 n 6 ch. Cch th tt nht l
nu li vng, nhng ch c cc tim mi kh nng lm vic ny.

12

CHNG 3
NI DUNG V PHNG PHP NGHIN CU

3.1. C s l lun
3.1.1. L thuyt v Marketing
a) Khi nim Marketing v Marketing Mix (4P)
-Marketing l ton b cc hot ng ca con ngi nhm tha mn nhu cu v
lng mong mun thng qua qu trnh trao i, mua bn sn phm /dch v trn th trng
hay Marketing c th miu t nh l mt qu trnh xc nh, d bo thit lp v tho mn
cc nhu cu v sn phm, dch v ca ngi tiu
-Marketing Mix tp hp bn bin s chnh (sn phm, gi, phn phi v h tr
bn hng) cu thnh k hoch marketing ca doanh nghip c gi l marketing hn hp
(marketing mix). Bn yu t ca marketing mix tc ng tng h, quyt nh v yu t
ny s nh hng n hot ng ca ba yu t cn li.
Hnh 3.1. Bn Yu T ca Marketing Mix

Ngun: www.printinfo.co.uk/the_four_ps.htm
13

b) Chin lc sn phm (Product)

-Khi nim sn phm
Sn phm l nhng hng ha hay dch v nhm tha mn nhu cu khch hng v
thc hin mc tiu kim li ca doanh nghip hay sn phm l bt k th g c th hin
cho th trng s ch , ng tnh, s s dng hay tiu th c th tha mn nhu cu hay
c mun
-Ba thuc tnh ca sn phm
Sn phm ct li chnh l li ch c bn hay dch v m khch hng thc s cn
mua v chp nhn b tin ra mua.
Sn phm c th l cc b phn cu thnh sn phm, cht lng, c tnh, mu m,
nhn hiu, bao b v cc thuc tnh khc phi hp li nhm chuyn ti li ch ca sn
phm c bn cho khch hng.
Sn phm tng thm bao gm tt c cc li ch v dch v c cung cp thm, cho
php phn bit sn phm ca mt cng ty vi sn phm ca mt cng ty khc.
Hnh 3.2. Ba Thnh Phn ca Sn Phm Theo Quan im Marketing

Lp t
Bao b

Giao
hng
hnh

Nhn hiu
Cp cht
lng
k

Li
ch
c
bn
cp tn

Bo

c tnh
Thit

dng

Ngun:
Dch v hu mi

www.marketingchienluoc.com
c) Chin lc gi (Price)
14

Gi l yu t duy nht trong phi thc tip th to ra doanh thu cc yu t cn li l

tiu biu cho ph tn, l gi m khch hng sn sng tr c tho mn nhu cu
(thng l mt sn phm hoc dch v). Ngy nay, gi c khng phi l yu t cnh tranh
hng u nhng vn lun c coi l yu t cnh tranh quan trng trong vic thu ht
khch hng c bit l nhng th trng m thu nhp ca dn c cn thp. Trong vic
pht trin sn phm mi doanh nghip phi c chnh sch gi thch hp to cho sn
phm c ch ng vng chc trn th trng.
Trong chnh sch gi i vi sn phm mi, doanh nghip c th theo ui nhng
mc tiu c bn sau y:

tn ti (gi cao hn chi ph)

ti a ho li nhun trc mt

tng th phn

thu hi vn nhanh

dn u v cht lng
Nhng yu t nh hng n nh gi

Hnh 3.3. Cc Yu T nh Hng n Gi

Cc nhn t ni ti:
Mc tiu Marketing
CL Marketing mix
Chi ph
T chc nh gi

GI
C

Cc nhn t bn ngoi:
- Bn cht TT v sc cu
- Cnh tranh
- Yu t mi trng (nn
kinh t, chnh quyn)

Ngun: Marketing Cn Bn - Trn nh L - Khoa Kinh T - H Nng Lm TP.HCM

Cc phng php nh gi c bn
Khi xc nh gi cho mt sn phm, nht l sn phm mi, doanh nghip cn xem
xt nn p dng chnh sch gi ht vng th trng (skimming) hay gi thm nhp th
trng (penetration pricing).
nh gi ht vng th trng: Doanh nghip khi c sn phm mi c th t
mc gi ban u cao so vi gi th trng, nh gi cao thu ht mng th trng khng
15

nhy cm vi gi, sau s h gi nhm khch hng tip theo chp nhn mua. Doanh
nghip p dng chin lc ny thu li nhun ti a t sn phm mi.
nh gi xm nhp th trng: Mc ch chin lc ny l xm nhp th trng
nhanh chng, kim sot th trng thng qua cnh tranh v gi/chi ph v chim lnh th
phn ln. Doanh nghip tung sn phm ra vi gi thp khch hng chp nhn ngay v
c th phn phi rng ri trn th trng i chng.
d) Chin lc phn phi (Place)
-Khi nim
Chin lc phn phi l h thng quan im chnh sch v gii php t chc cc
knh, lung mng li bn s v bn l hng ha nhm t hiu qu kinh t cao nht, phn
phi l cu ni gia sn xut v tiu dng
-Thit k knh phn phi
Knh phn phi l mt phn rt quan trng trong nhng n lc tip cn th trng
ca doanh nghip. Doanh nghip c th a sn phm n khch hng tiu dng thng
qua cc dng trung gian phn phi nh: ngi bn s (doanh nghip, nh phn phi,),
ngi bn l (siu th, ca hng l, trung tm thng mi), cc i l doanh nghip, hoc
qua ngi mi gii. Vic thit k v qun l cc knh bn hng ho mi ca doanh nghip
phi bo m cc yu cu c bn sau y:
Ph hp vi tnh cht ca sn phm.

To iu kin thun li nht cho khch hng trong vic tip cn v tm mua sn
phm mt cch d dng.

Xem xt knh phn phi ca i th cnh tranh.

e) Chin lc chiu th - c ng (Promotion)
-Khi nim
Chiu th c ng l mt cng c quan trng v c hiu qu trong hot ng

Marketing vi mc ch lm cho cung cu gp nhau, lm cho ngi bn tha mn tt hn

nhu cu ca ngi mua . Hot ng CTC va mang tnh khoa hc (chnh xc) va mang
tnh ngh thut (khn kho) do i hi phi c s linh hot, sng to, vi chi ph thp
nht, hiu qu nht.
16

-Vai tr chiu th c ng
Chin lc truyn thng l mt phn ca chin lc th trng, n gip DN
chuyn thng ip ca mnh n khch hng mt cch nhanh chng v hiu qu, qua
to ra mt v tr vng chc trong suy ngh, nhn thc ca khch hng. CTC lm cho vic
bn hng d dng hn v nng ng hn, thng qua vic xy dng s nhn bit, a tin,
thuyt phc, nhc nh, xy dng thng hiu, lm thay i nhn thc, bn hng v nh
vo i th cnh tranh.
-Cc cng c chiu th
Qung co. L mt phng thc ph bin v truyn thng phi c th, s dng
nhng phng tin truyn thng nh bo ch, truyn hnh, truyn thanh, bng qung co,
t poster. Cc thng ip qung co cn c 3 c im:
-

Giu ngha: ch ra li ch lm cho sn phm c a chung hoc c tnh

hp dn i vi ngi tiu dng.

-

ng tin cy: nhng ngi tiu dng s tin rng sn phm hay dch v s

to ra nhng li ch ha hn.
-

c o: cho mi ngi thy sn phm tt hn cc sn phm khc.

Khuyn mi. L nhng kch thch ngn hn nhm khuyn khch vic tiu th sn
phm. Cng c khuyn mi gm cc hnh thc nh tng qu, x s, trng by sn phm,
qung co hp tc.
Marketing trc tip. L h thng marketing tc ng trc tip ti khch hng,
thng p dng cc hnh thc marketing trc tip nh: gi th n khch hng, catalog,
marketing trn mng,
Quan h cng chng. Quan h cng chng hp dn nh vo cc c im sau
nh s tn nhim cao, khng cn cnh gic, gii thiu c th.
Bn hng trc tip. Ngi bn hng khng ch truyn thng ip n khch hng
v li ch v tnh u vit sn phm m cn thu nhn phn hi ca khch hng v sn
phm.

17

Hnh 3.4. Tm Quan Trng Tng i ca Cc Cng C Chiu Th C ng.

Th
trng

QUNG CO
BN HNG TRC TIP

hng
tiu

KHUYN MI

dng
TUYN TRUYN

BN HNG TRC TIP

Th
trng
hng
k
ngh

KHUYN MI

QUNG CO
TUYN TRUYN
Tm quan trng tng i

Ngun: Marketing Cn Bn - Trn nh L - Khoa Kinh T - H Nng Lm TP.HCM

3.1.2. L thuyt v lp k hoch kinh doanh
a) Khi nim v k hoch kinh doanh
K hoch kinh doanh l s m t qu trnh kinh doanh ca bn trong mt khong
thi gian. N m t vic kinh doanh ca bn thnh cng ti u v tm kim nhng
trin vng pht trin v thnh cng trong tng lai. K hoch kinh doanh ca bn s
m t mi mt trong cng ty ca bn v s l ti liu quan trng nht m cc nh u
t,cc i tc ti chnh,cc i tc lin doanh s c.
Khng c phng php ng hay sai no trong vic son tho ra mt k hoch
kinh doanh. Mt k hoch tt l mt ti liu c tnh sng to, phn nh bn cht cu mt
c s v cho ta mt bc tranh r rng v vic c s ny ang i ti u. S lng cc chi
tit v c cu ph thuc nhiu vo bn cht ca c s, cc mc tiu v mc ch v c th
18

quan trng nht l ngi nghe (nh u t cc cn b qun l ca cng ty, cc i tc kinh
doanh,v.v)
b) Cc chc nng ca k hoch kinh doanh
C nhiu l do xy dng mt k hoch kinh doanh v iu quan trng l phi
hiu c cc mc tiu c th a ra c mt k hoch c hiu qu cao nht. di
y l mt s l do quan trng nht cc nh qun l phi vit ra k hoch kinh doanh ca
h:
Cng c bn hng: Trong trng hp ny k hoch l mt bn cng nhm
thuyt phc cc nh u t, ngi cho vay tin hay mt i tc lin doanh rng ang c
nhng c hi kinh doanh ng tin cy v bn hiu r c vic kinh doanh ca mnh
tt tn dng c c hi ny.
Cng c suy ngh: vi t cch l mt vn bn k hoch ni b nhm gip hiu
r hn qu trnh kinh doanh ca bn v gip ra nhng quyt nh tt hn. K hoch ny
gip bn phn tch nhng mt mnh v yu ca cng ty, nh ra nhng mc tiu c th v
a ra mt k hoch hnh ng nhm thc hin nhng mc ch ny
Cng c kim tra v qun l: vi t cch l mt vn bn ni b gip bn
qun l cng ty ca bn c tt hn. K hoch ny c th c s dng trao i,
khuyn khch v dn dt cng ty ca bn cng nh cc hot ng c nhn khc. K hoch
ny cng nhm gip cc nhn vin lin h cc mc tiu ca chnh h vi cc mc tiu ca
cng ty v theo di nhng tin b trong cng ty ca bn c th tin hnh nhng hiu
chnh cn thit.
3.1.3. L thuyt v nghin cu th trng
a) Khi nim
Nghin cu th trng l qu trnh thu thp v x l d liu th trng cung cp
thng tin h tr cho cc qu trnh ra quyt nh lin quan n hot ng Marketing. Mc
ch ca nghin cu th trng l gim ri ro cho cc quyt nh Marketing bng cch
cung cp thng tin th trng cp nht v ng tin cy trn c s d liu v bng chng r
rng.

19

b) Vai tr ca nghin cu th trng

Gip pht hin nhng c hi Marketing, chng hn nh nhng nhu cu cha c
tha mn ca khch hng. Nghin cu th trng cng gip pht hin ra nhng e da,
chng hn nh pht hin th phn b gim st v khch hng khng cn trung thnh vi
thng hiu. Cc nh qun l Marketing s dng nhng thng tin m NCTT cung cp
ra cc quyt nh thch hp, chng hn nh pht trin sn phm mi p ng nhu cu
ca khch hng hay xy dng mt chng trnh truyn thng hiu qu hn. i khi cc
nh qun l Marketing mun th nghim trc khi tin hnh mt quyt nh no ,
NCTT s gip thc hin cc th nghim ny, chng hn nh thm d kin ca ngi
tiu dng v mt sn phm no .
c) Cc bc nghin cu th trng
Hnh 3.5. Quy Trnh Nghin Cu Th Trng

Xc
nh
mc
tiu
nghin
cu

Xc
nh
thng
tin cn
thu
thp

Thit
k
nghin
cu

Thu
thp
d
liu

Phn
tch
d
liu
v
din
gii
ngha

Trnh
by
kt
qu

Ngun: Business Edge

3.1.4. nh ngha s tho mn khch hng (Philip Kotler, 2003)
S tho mn l mc ca trng thi cm gic con ngi bt ngun t vic so
snh kt qu thu c t sn phm vi nhng k vng ca ngi (Kotler, 2003).
S tho mn l s phn ng ca ngi tiu dng i vi vic c lng s khc
nhau gia nhng mong mun trc vi vic sau khi s dng sn phm (Tse v
Wilton, 1988).
S tho mn l s phn ng ca ngi tiu dng vi vic c p ng nhng
mong mun (Oliver, 1997).
20

Mc d c nhiu nh ngha khc nhau v s tho mn khch hng, tuy nhin

chng ta c th hiu s tho mn khch hng chnh l s hi lng ca ngi tiu dng
trong vic tiu dng sn phm hoc dch v do n p ng nhng mong mun ca h, bao
gm c mc p ng trn mc mong mun v di mc mong mun.
Yu cu ngm nh (c tnh phi c): l yu cu m khch hng khng cho ta bit
nhng h cho l sn phm hay dch v n nhin phi c. Nu khng c khch hng s
tht vng gh gm, nhng nu tng mc ca n khch hng s xem nh ng nhin,
s tho mn ca h hu nh chng thay i.
Yu cu c trao i trc (c tnh mt chiu): l yu cu khch hng mun c v
ta p ng c. Mc cht lng ca thuc tnh ny cng cao, khch hng cng hi
lng.
Yu cu cha tit l (c tnh thch th): l yu cu khch hng cha mong i
hoc cha ngh ti m thiu n khch hng khng pht , nhng nu c n s lm cho h
v cng thch th v khuyn khch h mua sn phm hoc dch v.
3.1.5. Mi quan h gia s tho mn khch hng v cht lng dch v
Hnh 3.6. Cc Nhn T Tc ng n S Tho Mn Khch Hng

S tho mn khch hng

Yu t sn phm
S a dng ca sn
phm cung cp;
Gi c;
Cht lng v quy
cch sn phm;
Cht lng dch v,
hu mi

Yu t thun tin
a im;
iu kin gian hng;
iu kin i hng;
Gi m ca;
Phng thc thanh
ton

Yu t con ngi
K nng, trnh ca
ngi bn hng;
Thi v hnh vi ca
nhn vin

Ngun tin: Philip Kotler, 2003

Ba tr ct c bn ca tho mn khch hng l yu t sn phm, yu t thun tin,
yu t con ngi. Trong cht lng dch v l mt nhn t tc ng n s tho mn
21

khch hng. iu ny cho thy s tho mn khch hng c ngha bao hm rng hn so
vi cht lng dch v.
3.1.6. Thng hiu
Thng hiu l tn hay mt biu tng dng :
- Nhn bit v phn bit vi cc sn phm khc trn th trng
- i din cho nhng nhn thc ca khch hng khi ngh v tn ca sn phm hoc
cng ty.
Thng hiu l mt khi nim tru tng hin din trong tm tr ngi tiu dng.
Thng hiu l ti sn v hnh, l phn linh hn ca doanh nghip.
Khi sn phm hay hnh nh ca cng ty c ngi tiu dng nhn din rng khp
th vic phn phi sn phm s gp thun li rt nhiu. cho nn cng vi vic xy dng h
thng phn phi tt cng ch n vic xy dng thng hiu
3.2. Phng php nghin cu
3.2.1. Phng php thu thp d liu
- Tham kho, nghin cu, tp hp cc thng tin, ti liu c lin quan n ch tc v
bun bn l vng, trang sc, qu trn bo, tp ch, truyn hnh v internet.
- Kho st thc t hot ng bn l trang sc ti khu vc ch Bn Thnh, Q1,
TP.HCM nm bt hin trng th trng ca ngnh v nhn bit hnh vi, thi quen ca
khch n mua trang sc ti khu vc ny.
- Tin hnh iu tra phng vn trc tip khch hng n mua sm ti khu vc ch
Bn Thnh, Q1, TP.HCM nm bt th hiu v nhu cu ca ngi tiu dng.
- Thc hin phng vn chuyn gia trong ngnh, l nhng ngi c nhiu kinh
nghim thc t, c tm nhn bao qut c th cho nhng nhn nh kh chnh xc v th
trng v a ra nhng d bo, xu hng trong tng lai.
3.2.2. Phng php x l s liu
Bc 1: Sng lc cu tr li
Nhng phiu tr li m hu ht nhng cu hi quan trng b b qua hoc tr li
khng nghim tc, hay tr li cha ht nhng thng tin trong phiu tr li u c coi l
khng hp l.
22

Tng s phiu iu tra l 104 phiu, thu v c 104 phiu, trong c 100 phiu
hp l . Do iu tra vi hnh thc hi tng khch hng nn m bo khng c s chnh
lch gia s phiu pht ra v s phiu thu vo, ng thi ngi phng vn s tin hnh
hng dn v nh chn vo bng cu hi nn trn 96% s phiu l hp l (vn m bo
c tnh khch quan v ngi phng vn vin cam kt phn nh ng s la chn ca
ngi c phng vn)
Bc 2: M ho d liu
Kt qu kho st trn 100 bng cu hi c tng hp v x l, tnh ton, so snh
v biu hin qua cc bng biu vi s h tr ca phn mm Excel.

23

CHNG 4
KT QU NGHIN CU V THO LUN

4.1. Dn nhp
Khi mun bt u vic kinh doanh th bn phi lun t ra cho mnh mt lot cu
hi: Bn ci g (what)? Bn cho ai (who)? Khi no (when)? u (where)? Ti sao
(why)? V bn th no (how)?
Vi mc tiu ti c xc nh rt c th ngay t u: Xy dng k hoch
m ca hng kinh doanh bn l vng, trang sc, qu khu vc ch Bn Thnh - Trung
tm N trang Si Gn, Q1, Tp.HCM thng qua vic nghin cu c th ngnh ngh, c
im th trng v kho st th hiu khch hng ti khu vc d nh kinh doanh. tr
li kh y cho 3W (when, where, why) trong m hnh 5W-H cho k hoch m ca
hng kinh doanh bn l vng, trang sc, qu .
Where: bn quyt nh vic kinh doanh ca mnh s din ra u? V cu tr li
l khu vc ch Bn Thnh - Trung tm n trang Si Gn, Q1, Tp.HCM.
Why:
-

Ti sao ti li chn kinh doanh bn l vng, trang sc, qu m khng phi l

mt ngnh khc? Cu tr li rt n gin ti chn hot ng kinh doanh VBQ v
nhn thy rng y l mt ngnh kinh doanh y trin vng, kh nng mang li li
nhun cao, tha mn s am m ca bn thn v trang sc v ng thi vi hot
ng kinh doanh ca mnh ti s gp phn lm cho t nc, con ngi Vit Nam
ngy cng giu p.

Ti sao li chn khu vc ch Bn Thnh - Trung tm N trang Si Gn, Q1,

Tp.HCM m khng phi l mt ni no khc? Cu tr l khng cn ni no c th

24

tt hn cho hot ng kinh doanh VBQ ngoi tr khu vc ny, y l Trung tm

N trang ca Si Gn v cng chnh l trung tm n trang ca c nc.
When:
-

Thi gian hot ng lm vic ca ca hng ra sao? Thi gian m ca hot ng

ca ca hng cng nh bao ca hng khc t 7h30 n 17h00

Khi no bn bt u hot ng kinh doanh ca mnh? Khi c iu kin v vn

hoc tm c nh u t, i tc kinh doanh v trin khai k hoch cng sm
cng tt nu khng s b qua c hi tm kim th phn trc.
Vi 3W (when, where, why) c gii p kh r rng c th nn khng cn

phn tch thm na vic quan trng by gi l phi i vo phn tch 2W-H cn li: Bn
ci g? Bn cho ai? V bn nh th no? Do phn ni dung ca bn k hoch s gm 3
phn chnh:
- Xc nh khch hng mc tiu, hnh vi khch hng (who)
- Xc nh chin lc sn phm/dch v (what)
- Cng tc t chc, cch thc thc hin (how)
4.2. Mt s thut ng s dng trong bi
4.2.1 Vng
Vng l mt nguyn t kim loi him, c nng chy l 1.064 0C v si l
28080C. Au l k hiu ho hc ca vng, l ch vit tt ca vng theo ting Lating,
aurum vi ngha chnh xc l Bnh minh . Trong sut thi gian tn ti vng c mt
s c tnh thc s hu ch i vi con ngi, trong ng ch l c tnh dn in,
dn nhit tt, khng chu phn ng ca nc v oxi.T Vng c ngun gc t mu vng
(yellow) trong h ngn ng n u, th hin mt trong s cc c tnh vn c ca vng
l mu vng.
4.2.2. Vng trng
Vng trng l hp kim ca vng v cc kim loi qu khc, trong vng l thnh
phn chnh. Vng trng c mu trng ng nn khi thnh trang sc s c ph ln b
m t m t lp kim loi Rhodium - qu hn vng - nn c mu trng sng rc r. Do v y,
vng trng dng m t thi gian thng b ng vng. n trang vng trng lun p, tt
25

nht khong 2 thng khch hng mang ti ca hng xi li lp Rhodium v kim tra li cc
h t.
4.2.3. Bch kim
Bch kim cn gi l Platium l kim loi qu c gi tr cao gp 1,7 - 2 ln so vi
vng 99.99. Bch kim c mu trng, c bng v sng cao hn vng trng. Bch kim c
t trng cao hn vng do n trang lm bng bch kim n ng hn rt nhiu so vi n
trang vng c cng kiu dng v kch c. Platium dng ch tc trang sc thng c
tinh khit l 95% (vng trng 18 carat, tinh khit 75%) khng b m c bi thi gian
v nm thng. Platium him gp 30 ln so vi vng.
Hi n nay, ngi tiu dng thng gi vng trng l bch kim do gi cao, v p
cng ging nh vng trng. Platine c mu trng t nhin, trong khi vng trng l vng t
nhin kt hp cng vi mt vi kim loi khc. Mu trng ca vng trng c c thng
do mt lp m (xi) dy bn ngoi ca trang sc. Do vy, vng trng c khi l mu trng
hoc trng c. Ti th trng Vi t Nam rt him c n trang lm bng bch kim.
4.2.4. Cch phn bit Bch kim v Vng trng
Bch kim l t hn vit, dch ra ting Vit c ngha l "Vng trng" (Bch l
trng, Kim l vng). V ng ngha th khng sai nhng v hng n trang th y l mt
nhm ln nghim trng v c bn y l hai cht liu khc nhau.
-Platium ngi Vit quen gi l "bch kim" y l mt kim loi qu c gi tr cao
hn vng, bi v tr lng ca bch kim rt t, hm lng bch kim trong m khong
thp, phn b phn tn, kh khai thc. Platium c k hiu ho hc l Pt, l nguyn t kim
loi n cht c mu trng, nng chy 1.768 0C khi lng ring 21,45g/cm khi. Bch
kim c ngi Nht Bn a chung nht.
-White gold l t ting Anh, dch ra ting Vit cng l "vng trng". y l mt
hp kim c pha trn (theo nhiu cng thc) c bn gm vng y(vng 4 s 9) + bc +
pladium (hoc nikel) + mt s kim loi khc. V platium rt him v mc nn trn th gii
ngi ta dng cc kim loi c mu trng nh Paladium (Pd) hoc Nikel (Ni) khi pha
trn vi cc kim loi khc s to thnh mt hp kim c mu vng rt nht (gn nh
trng). Tuy nhin, v mun trng hn ngi ta phi xi m thm bn ngoi mt th kim
26

loi khc (cng nm trong nhm platium) l Rhodium (Rd) c mu sc trng sng
rt p khng thua g platium m gi thnh thp hn nhiu.
S dng n trang platium khi c ch cn nh bng l mu sc s trng sng tr li.
Cn n trang Vng trng (white gold) sau khi nh bng th lp xi m c c th mt i v
vy cn xi m li ln 2 c p nh mi mua, chi ph ny khng mc lm (gi hin
ti khong t 6.000 n 9.000 cho mt chic nhn). Hin nay gi vng trng (white
gold) cn cao hn so vi vng 18k v cc kim loi dng pha trn nh Pd gi cng kh
cao, d t l pha rt t. Cc nh sn xut n trang thng ng du c ch ci "P" hoc
"Pt" cho n trang platium tc bch kim v ng ch ci "WG" cho n trang lm bng
vng trng (white gold). Ngoi ra cn c cc loi vng khc nh Green gold ( vng xanh)
Yellow gold (vng vng) red gold... Nhng doanh nghip c uy tn lun sn sng gii
thch r rng im ny cho khch hng khi mua chn n trang.
4.2.5. Vng 2 - 3 mu
L nhng dng mu ca vng hp kim (vng ty). Vng ty c pha ch t vng
nguyn cht(24k) vi hp kim a nguyn t (km, bc, ng, niken) gi tt l Hi.
Trong vng l nguyn t chnh, chim 58,3% (14k) n vng 75% (18k). vng ty
c nhiu mu sc, nh ch tc chn v ch Hi nhng cng thc khc nhau, nu chy
cng vi vng nguyn cht nhit trn di 1.100 0C sau khi kt tinh s thu c vng
t 1 mu, 2 mu n 3 mu. Mu sc ca vng ph thuc vo cng thc pha Hi, nu
cng thc c hm lng ng ln, vng c nh hng; nhiu bc v km vng c nh cam;
nu bi Hi c nhiu Niken, Pladi, Platin, vng thu c c mu vng trng.
4.2.6. qu
V tri t to nn t cc loi (crock), khong vt v khong sn v qu l
mt loi khong vt t nhin c to thnh do cc qu trnh kin to a cht. Khi mi
tm thy qu ch yu ch l dng th, hu ht cc loi qu c s dng cho n
ngy nay l phn trn cng ca v tri t. Con ngi tm ra hn 1000 loi qu
nhng ch c 25 loi qu ph bin, chng c con ngi s dng vo mc ch trang
sc, trang tr hoc m ngh. c coi l qu th n phi c cc gi tr sau: p,

27

Bn, him,Th hiu, Hon ho, Gn nh, Ch tc. Thng th 3 tiu ch p - bn him l tiu chun gi tr ca qu c chim phn ln.
4.2.7. Kara/ Cara
Vng trang sc thng c gi bng thut ng vng karat (karataget dng ti
M) hoc carat (carataget dng ti Anh). Karat o lng tinh khit ca vng cho
bit hm lng vng cha trong mt hp kim. Vng 24 karat theo l thuyt l 100% vng
hay c gi l vng rng; vng 1 karat cha khong 4,17% vng. C tnh theo t l, mt
hp kim c gi l vng 18 karat phi cha 18/24x100=75% vng. Trn th gii, ngoi
vic gi vng trang sc theo karat ngi ta cn gi theo tinh cht vng biu th bng
con s phn nghn. V d: vng 750 (ngha l 750 phn nghn vng hay 75,0% vng)
chnh l vng 18k, ngi Vit chng ta thng gi vng theo tui: vng 18k c gi l
vng by tui ri.
Thc t, phi chp nhn mt sai s nht nh, v sai s l bao nhiu l thuc vo
tp qun s dng hoc quy nh ca cp c thm quyn trong mi nc. nc ta, vng
rng theo tp qun phi l vng bn s 9 (999,9 phn nghn vng), sai s ch l -0,10/00;
Trung Quc, vng rng c nh ngha l c ti thiu 99,0% vng, sai s -1,0%.
Bng 4.1. Cch Xc nh Gi Tr Vng theo Cara v Cch Xc nh Tui Vng
Ch tiu

T l vng/hp kim (%)

L thuyt
Thc t

24k
18k
14k
12k

100
75
58.33
50

95 - 99.99
65 - 75
45 - 58.33
40 - 50

Tui vng (theo cch gi

ca ngi Vit Nam)
Mi tui
By tui ri
Nm tui tm
Nm tui

Ngun: iu tra tng hp

4.2.8. ng du tui vng

Ngi mua tr tin cho mn hng trang sc cn bit chnh xc hm lng vng
cha trong mn hng mnh mua. Bi vy, cc nh sn xut hoc kinh doanh buc phi
cng b v ng du xc nhn hm lng vng cho mn hng trang sc. Hu ht cc nh
kim hon trn th gii u ng du xc nhn hm lng vng theo ch s karat (v d:

28

24k, 18k, 14k) hoc theo ch s tinh cht vng tnh trn phn nghn (v d: 999, 750,
583) trn mn hng trang sc h sn xut hoc bn ra.
4.3. M t hot ng ca doanh nghip
Rose Jewelry l mt doanh nghip mi hot ng trong ngnh vng, bc, qu
ti khu vc ch Bn Thnh ,Q1, TP.HCM. Hot ng chnh ca doanh nghip l kinh
doanh bn l v ch tc trang sc vi phng chm cung cp cho khch hng nhng sn
phm v dch v hon ho nht da trn s chun mc v gi c cng vi nh cao v
cht lng, mu m, bn cnh dch v hu mi, chm sc khch hng v bo hnh sn
phm u vit.
Khi n vi Rose Jewelry, qu v s tm thy tt c cc loi trang sc - vng bc qu cao cp vi nhiu mu m c o, c ch tc trn nhiu cht liu vng: vng
24K, 18K, vng trng, vng mu, kim cng, ruby, saphia, ngc trai v nhiu loi qu
khc. Cng ty hot ng t 7h30 n 17h00 sut 7 ngy trong tun khng ch thc hin
giao dch bun bn vng trang sc qu m cn cung cp dch v t vn thit k cho
khch hng. im c bit ca cng ty l hnh thc bn hng Face to Face, vi hnh
thc ny th mi khch hng s c c hi s hu cho mnh nhng sn phm c nht.
Nhng sn phm khng ch mang gi tr kinh t m cn mang gi tr tinh thn rt ln n
gip bn khng nh ng cp ca mnh.
Vi phng php kim hon c truyn, nhng tng sng to c o, cc ngh
nhn nhiu kinh nghim, cng ty ha hn s cho ra i nhng sn phm trang sc t cht
lng, k thut, m thut cao, mu m p, a dng , nhiu chng loi ph hp vi tro
lu, xu hng thm m hin i mi khng thua km trang sc nhp ngoi nhng gi bn
ph hp v p ng ti a th hiu v nhu cu ngi tiu dng. Ngoi ra cng ty cn
thng xuyn nhp khu nhiu mu m trang sc ang thnh hnh ca cc nc tin tin
nh , Php, M, Hn Quc khch hng c nhiu la chn hn.
Cng ty s khng ngng phn u tr thnh mt trong nhng thng hiu vng
ni ting, uy tn v ginh c nhiu tnh cm yu mn ca khch hng trong th trng
vng - trang sc cao cp ca c nc.
4.4. Phn tch th trng v cc i th cnh tranh
29

4.4.1. nh gi th trng
Kinh t Vit Nam ang pht trin, ngi dn giu hn, th trng n trang ti y
cng ang pht trin vi tc cao v ang c rt nhiu c hi kinh doanh ti y. im
hp dn nht ca th trng Vit Nam l c dn s ng v phn ln l dn s tr, nhng
ngi thch v d chp nhn nhng mu m hin i.
Kh nhiu doanh nghip nhn nh rng th trng n trang Vit Nam thc s hp
dn v y tim nng, nht l trong nhng nm gn y khi Vit Nam ni ln l mt trong
nhng nc c tc pht trin kinh t nhanh nht trn th gii v thu ht rt nhiu
doanh nghip nc ngoi n y. Nm trong xu th pht trin , th trng n trang ca
Vit Nam cng ang l mc tiu nhm ti ca kh nhiu cng ty sn xut kinh doanh n
trang nc ngoi. l l do v sao c n 100 doanh nghip t 15 nc v vng lnh
th nh M, Hng Kng, Thi Lan, Malaysia, Italy tham gia gii thiu sn phm ti hi
ch n trang quc t ln u tin ti Vit Nam.
Ngnh n trang Vit Nam hin nay vn cn non tr, cha tht s trng thnh nh
cng nghip n trang ca Thi Lan, Singapore, k c Indonesia. N trang Vit Nam hin
nay dng nh vn cha m rng ca vi nhng mu m thit k mang phong cch hin
i, m ch yu vn l nhng mu m mang tnh cht truyn thng v nhng th h tr th
thng khng thch lm nhng sn phm mang tnh truyn thng s doanh nghip c
nhng mu m p nh PNJ, SJC ti Vit Nam rt t. Nhn chung nhng doanh nghip n
trang Vit Nam cha thc s sng to trong thit k mu m.
Vi mc ch l xc nh mnh ca mt s nhn hiu trang sc ti s dng 2
cu hi vi hnh thc khc nhau c th nh gi mt cch khch quan v mnh ca
cc thng hiu. Cu hi s 3 v 12 nhm mc ch kho st kh nng nhn bit thng
hiu c v khng c gi nh ca ngi tiu dng Cu hi 3: anh/ ch thng mua sn
phm ca thng hiu no? v Cu hi 12: Anh /ch tng nghe n nhng thng
hiu no sao y? Bo Tn, PNJ, Cu Long, Bo Tn Minh Chu, SJC, Mi Hng, Kim
Hon Thanh Nin (YTJ),VBQ Bn Thnh.
Mc d th trng trang sc Vit Nam rt c tim nng nhng li khng c nhiu
thng hiu cho ngi tiu dng la chn. Khi s dng cu hi nh gi nhn bit
30

thng hiu khng gi nh th SJC (27), PNJ (24) l 2 thng hiu c ngi tiu dng
nhc n nhiu nht. Ngoi ra cng c mt lot cc thng hiu c nhc n nhng vi
t l thp hn rt nhiu nh Anphana (8), Kim Hon Thanh Nin (7), Bo Tn (7), VBQ
Bn Thnh (6) Bo Ngc (5), Cu Long (4), Mi Hng (3) v cc thng hiu nh l khc.
Hnh 4.1. Nhn Bit Thng Hiu Khng Gi Nh

Ngun: Kt qu iu tra
Hnh 4.2. Nhn Bit Thng Hiu C Gi Nh

Ngun: Kt qu iu tra
Qua s liu thu thp c t 2 cu hi nhn bit thng hiu c v khng c gi nh cho
thy ch c SJC v PNJ l 2 thng hiu c ngi tiu dng bit n nhiu nht. Cn
31

thng hiu Bo Tn Minh Chu l mt thng hiu kh ni ting ca H Ni v c

nhiu ngi xc nhn l c bit n khi c gi nh. Nhng cha c mt thng hiu
no c xem l chim lnh, chi phi th trng trang sc Vit Nam. Do cn rt nhiu
c hi cho cc doanh nghip thng hiu mi tham gia vo th trng nu c chin lc
v gii php cnh tranh hiu qu.
4.4.2. Phn tch i th cnh tranh
Qua kt qu kho st, iu tra hnh vi ngi tiu dng Cu hi s 2: anh ch
thng mua n trang u? Ta c th rt ra c mt s thng tin sau: NTD c thi quen
mua n trang tim vng t nhn chim 43%, hay cc chui ca hng ca cng ty 30%,
mua ch 10%, trung tm thng mi 9%, siu th 6% v c 2% kin khc l h cn
thng hay mua n trang ti cc hi ch, trin lm.
Hnh 4.3. Biu Thng K Ni Thng Mua N Trang ca Khch Hng

Ngun: Kt qu iu tra
T kt qu trn ta thy rng nu m cng ty kinh doanh bn l trang sc khu vc
ch Bn Thnh th i th cnh tranh ln nht s l cc tim vng t nhn k n l cc
chui ca hng ca mt cng ty, ch v cc trung tm thng mi trong khu vc.
a) Cc tim vng t nhn

32

Ti thnh ph H Ch Minh c hn 800 doanh nghip, ca hng hot ng trong

ngnh ngh kinh doanh VBQ, trong ti khu vc Q1 c khong 100 doanh nghip. a
phn l cc doanh nghip t nhn v h thng cc chui ca hng cc thng hiu ln.
Bn cnh khu vc Q1 cng l a bn hot ng mnh ca cc thng hiu trang sc
nc ngoi vi cc ca hng cc TTTM, siu th. Bn cnh 2 i gia l SJC v PNJ th
ti khu vc Q1 cn c mt s thng hiu kh ni ting khc nh: Bo Tn, Anphana,
Bo Ngc, Kim Hon Thanh Nin (YTJ), VBQ Bn Thnh. C n 43% khch hng
thng mua hng cc ca hng t nhn, iu ny cho thy kh nng cnh tranh ca cc
doanh nghip t nhn l rt ln.
Khi mua sm ti cc ca hng, doanh nghip t nhn th khch hng c c nhiu
s la chn v kiu dng, nhn hiu, chng loi v hu ht cc ca hng phn phi sn
phm ca nhiu thng hiu khc nhau. Tuy nhin sn phm nhng ni ny thng
khng c s m bo v cht lng v hng ha c nhp t nhiu ngun khc nhau.
b) Cc chui ca hng trang sc ca mt cng ty
Mc d c hn 70% khch hng bit n cc thng hiu ln vi h thng ca
hng v i l rng khp (PNJ, SJC) nhng ch c 30% l thng n mua sm ti khu
vc ny. V yu t thun tin, mc d ni l h thng ca hng rng khp nhng vn
khng th no bao ph c ht. Hn th na, mi ca hng thng hiu c mt c
trng ring thu ht s ch ca khch hng khi nhc n cht lng l ngh ngay n
SJC (nhm khch hng trung v cao cp), khi ni n mu m l ngh n PNJ (nhm
khch hng bnh dn, trung v trung cao). Khi n mua hng ti cc chui ca hng ca
mt cng ty th bn s c m bo v cht lng sn phm, dch v chm sc khch
hng tt nhng li b hn ch v s la chn v cc ca hng ny ch bn sn phm ca
chnh cng ty mnh.
Cng ty vng bc qu Si Gn SJC vng ming v cc mt hng n trang
vng bc qu ca SJC c nh gi cao trn th trng vi nhiu danh hiu v cht
lng sn phm trong v ngoi nc. Vi mng li bn l gm 67 ca hng v i l
vng SJC trong c nc gip cho thng hiu ca SJC ngy cng c nhiu ngi bit

33

n v tin dng. SJC ni bt nht l mng vng ming, vng rng v cc mt hng trang
sc cao cp l mt trong nhng cng ty kinh doanh vng bc qu hng u Vit Nam.
Cng ty c phn vng bc qu Ph Nhun PNJ phong cch ca nh sn
xut n trang chuyn nghip, thit k mang dng dp ring v c th ca PNJ, sn xut
bng cng ngh hin i, phn phi qua h thng rng khp ton quc vi i ng nhn
vin bn hng tn tm v giu kinh nghim. n nay, PNJ c th t ho v v tr hng u
vng chc trong lng ngi yu thch n trang Vit Nam vi 9 chi nhnh vi 80 ca hng
trn ton quc v hn 2.400 khch hng s.
c) Ch, trung tm thng mi, siu th
Ch thng l ni la chn mua sm ca nhm khch hng bnh dn, trung cp.
Khch hng ch yu ca cc ca hng khu vc ch l dn a phng, h chn nhng
ni ny v l do thun tin hay mua nhng ca hng ca ngi quen. Tuy nhin ti cc
ch ln v ni ting ca thnh ph nh: An ng, B Chiu, Bnh Ty, Ha Bnh, Ch
Ln th sn phm cng kh phong ph v a dng. Trong khu vc ch Bn Thnh
c nh gi l khu vc hot ng sm ut v nhn nhp nht th trng trang sc vi
y cc dng sn phm t bnh dn n cao cp, t sn phm trong nc n ngoi
nc.
Sn phm ch thng khng m bo v cht lng c bit l tnh trng gian
ln tui vng. iu ny gii thch v sao ngy cng nhiu khch hng tm n vi cc ca
hng kinh doanh VBQ cao cp v cc trung tm thng mi, siu th. Cc trung tm
thng mi, siu th l la chn ca nhm khch hng cao cp v va m bo cht lng,
phong ph v chng loi kiu dng, va khng nh c ng cp tuy gi kh c.
4.5. Khch hng mc tiu, hnh vi khch hng (who)
Phn khc th trng v phn loi khch hng l mt bc rt quan trng i vi
cc doanh nghip mi khi u. Phn khc th trng v phn loi khch hng l c s
cho tt c cc n lc hot ng marketing v qung co tip sau. Nu bn bit ai l khch
hng tim nng tt nht ca mnh, th lc bn s bit h mun g v c th s dng
quan im ca h ch o cho mi hot ng kinh doanh ca chnh bn. Nu bn
khng bit ai l khch hng ca mnh th bn s khng th bit h mun g, bn s khng
34

th pht trin loi sn phm hoc dch v c kh nng p ng c nhu cu ca h v

quan trng hn l bn khng th thng c i th cnh tranh. Chnh v vy, vic xc
nh khch hng mc tiu ca cng ty c t ln hng u.
Thc s th trng n trang Vit dng ph thng c nhng tn tui ln nh SJC
hay PNJ, mun chen chn vo cng kh. Nn cn xc nh r u l i tng khch
hng sn phm mnh hng ti nhng doanh nhn thnh t, nhng khch hng mun
th hin ng cp. Trong thi gian gn y khi nn kinh t x hi pht trin, i sng con
ngi c nng cao, th khng ch phi n m c nam gii cng c nhu cu lm p.
Tuy nhin nhu cu ca phi mnh v lm p bng trang sc cng cn rt hn ch ch
yu l cc sn phm nh kp c vt, khuy ci o hay nhn ci. Trong tng lai khng xa,
i tng khch hng tht s quan tm n n trang cao cp s tng cao.
4.5.1. Tng hp thng tin p vin
a) Tnh trng hn nhn
Php lch s trong giao tip th khng nn hi tui ca ngi khc c bit khng
nn hi tui ca phi n. Nhng thng tin v tui tc l rt hu ch cho doanh nghip v
tui s nh hng rt nhiu n th hiu v hnh vi mua hng ca ngi tiu dng. V vy
phi s dng cch hi khc trnh i nhng vn m bo c th a ra c thng tin cn.
Trong bng cu hi ca mnh ti la chn hi v tnh trng hn nhn, con ci ca
khch hng thay v hi tui. ng thi ta cng phn tch c tnh trng hn nhn nh
hng n quyt nh mua n trang nh th no. Sau khi iu tra, tng hp v x l d
liu ta thu c kt qu nh sau:
Bng 4.2.Thng K Tnh Trng Hn Nhn v Con Ci
TNH TRNG HN NHN
TNH TRNG CON CI
S CON
c thn
26 C con
69% >3 con
kt hn
72 Cha c con
31% 3 con
Ly d/ ga
2
2 con
1 con
Tng
100
Tng

5
8
36
20
69

Ngun: Kt qu iu tra
Hnh 4.4. Biu Tnh Trng Hn Nhn v Con Ci
35

TNH TRNG HN NHN

TNH TRNG CON CI

S CON

Ngun: Kt qu iu tra
T Hnh 4.4. ta
thy rng nhu cu s
dng vng trang sc
qu ch yu tp trung
vo nhng ngi c gia nh (72%), c
con c bit l nhng ngi c 2 con. T
y ta c th kt lun rng nhu cu mua n trang tp trung mnh vo la tui t 3555.
y l la tui ca nhng ph n chnh chn, c i sng n nh nn nhu cu lm
p th hin mnh l rt ln. Bn cnh s lng khch hng cn c thn v cha c
con cng chim s lng khng nh khong 48%.
b) Ngh nghip v trnh hc vn
Bn cnh yu t tui tc, tnh trng hn nhn gia nh th trnh hc vn v ngh
nghip cng l mt trong nhng yu t chi phi hnh vi mua hng ca ngi tiu dng do
vic phn tch v tim hiu hai yu t ny l cn thit.

Bng 4.3. Trnh Hc Vn v Thng Tin Ngh Nghip ca p Vin

TRNH HC VN
Tt nghip PTTH
Tt nghip C/H
Tt nghip PTCS
Tt nghip THCN

37
26
15
13
36

NGH NGHIP
Bun bn nh
Ni tr
Ch kinh doanh
Nhn vin vn phng

27
14
14
13

Tt nghip sau i hc
Cha tt nghip PTCS

Tng

5 Nhn vin bn hng

4 Th may/ th un tc
Sinh vin
Chuyn vin
Cng nhn
100 Tng

12
7
5
5
3
100

Ngun: Kt qu iu tra
Theo nh kt qu iu tra th trn 30% khch hng n mua sm trang sc ti khu
vc trung tm n trang Si Gn, Q1, Tp.HCM tt nghip Cao ng - i hc (26%), sau
i hc (5%) v khong 50% khch hng tt nghip PTTH THCN. iu ny cho thy
rng khch hng khu vc ny phn ln l nhng ngi c trnh v rt kh tha
mn yu cu ca h. Do doanh nghip mun kinh doanh c hiu qu khu vc ny
cn phi nghin cu k nhu cu, th hiu ca khch hng.
Vi c trng ngh nghip khc nhau s c nhng nhu cu khc nhau: t kt qu
tng hp Bng 4.3 ta thy: hn 40% khch hng l nhng ngi bun bn nh v ni tr,
y l nhng ngi thng c quan nim xem trang sc nh phng tin ct gi. Ngoi
ra cn c nhng ngh nghip khc nh: nhn vin bn hng (12%), nhn vin vn phng
(13%), chuyn vin (5%), ch kinh doanh (14%). H l nhng ngi phi thng xuyn
tip xc, giao tip x hi nn trang sc l phng tin lm p khng th thiu. Trang sc
gip h p hn, t tin hn, n tnh hn, th hin v tr x hi v ng cp ca mnh.
Mi ngi c tm hiu bit khc nhau do cch nhn nhn v gi tr ca sn
phm cng khc nhau. c bit l i vi nhng ngi c trnh th trang sc khng ch
n thun l phng tin lm p hay ct gi m cn mang n cho h gi tr tinh thn rt
ln. V th khi chn mua sn phm h khng ch quan tm n cht lng, gi c, kiu
dng m cn rt quan tm n mu m c o, thit k hp thi trang snh iu v c
bit l thng hiu.
Hnh 4.5. Biu Ngh Nghip

37

Ngun: Kt qu iu tra
c) Thu nhp c nhn
C th ni thu nhp l mt trong nhng yu t quan trng hng u, chi phi nhiu
nht n hnh vi mua hng ca ngi tiu dng.
Hnh 4.6. Biu Thu Nhp C Nhn

Ngun: Kt qu iu tra
26% khch hng c thu nhp t 1.5 2.5 triu, 22% c mc thu nhp t 2.5 3.5
triu, 13% c mc thu nhp t 3.5 4.5 triu, 8% t 4.5 5.5 triu v hn 10% khch
hng c mc thu nhp cao hn 5.5 triu. Ngoi ra c mt s ngi ni tr hay bun bn
nh khng th a ra con s chnh xc v mc thu nhp hng thng ca mnh v h khng
38

c ngun thu nhp n nh, thng xuyn. Qua biu 4.6 ta c th d dng nhn thy
rng mc thu nhp ca khch hng n mua sm trang sc ti y kh cao, a phn thuc
nhm khch hng trung v cao cp.
4.5.2. Phn tch hnh vi mua v s dng n trang
a) Quan nim ca ngi tiu dng v n trang
Ngi tiu dng c nhng quan nim khc nhau v trang sc nn ca hng cng
phi c nhiu dng sn phm khc nhau p ng c mi nhu cu ca h. Ngy nay,
quan nim v trang sc c thay i dn t phng tin ct gi 25% sang lm p
bn thn 36% v biu hin s n tnh 19%. Trang sc l mn hng gi li nhng gi tr
tinh thn ch khng ch n thun l vt cht. Trang sc nh phng tin tha mn ci
ti, th hin v tr x hi/ ng cp hay l mt vt mang n s may mn (Cu 10).
Hnh 4.7. Quan Nim ca Ngi Tiu Dng v N Trang

Ngun: Kt qu iu tra
i vi nhng khch hng xem n trang nh phng tin ct gi th h ch
nhiu n cht lng sn phm, gi c nhng khng quan tm nhiu n mu m, kiu
dng. H a phn l nhng ngi thuc la tui 45-55 v h hay chn mua cc sn phm
vng 24k, 18k. Khch hng no quan nim trang sc l phng tin lm p, th hin v
tr x hi/ ng cp th thng quan tm nhiu n cc dng trang sc vng mu, vng
trng, bc (24k, 18k, 14k). Nhng ngi xem trang sc nh mt vt mang n s may
39

mn th c bit ch nhiu n cc sn phm . Mi loi mang mt ngha khc

nhau: kim cng thanh khit, thnh thin; saphia - nim tin, hy vng; ruby - t do,
quyn lc; ngc trai cao sang, quyn r.
b) Cc yu t nh hng n quyt nh la chn thng hiu
Hnh 4.8. Cc Yu T nh Hng n Quyt nh La Chn Thng Hiu

Ngun: Kt qu iu tra
Cc yu t nh hng n quyt nh la chn thng hiu tc ng rt ln n
quyt nh mua ca khch hng. Qua hu ht cc bng iu tra ta lun thy rng iu
quan trng hng u chi phi s la chn ca khch hng l cht lng sn phm v kiu
dng cn yu t gi c lun v tr th 3. iu ny cho thy rng nu khch hng mua
c mt sn phm tt, ph hp vi s thch nhu cu th h c th chp nhn chi tr mc
gi cao. Ngoi ra vic la chn thng hiu cn ph thuc vo ch mua li thu li
hp l, v c bit l sn phm phi ph hp vi ngi tiu dng.
c) Cc yu t nh hng n quyt nh mua n trang
Qua kho st cc yu t nh hng n quyt nh mua n trang (Cu 8) th hu
ht ngi tiu dng u cho rng cht lng sn phm, mu mi p l 2 yu t quan
trng nht, sau mi k n cc yu t gi c, thng hiu, dch v/phc v, khuyn
40

mi, cn s nh hng ca qung co, ca ngi ni ting th ch nh hng n mt

nhm nh khch hng v nh hng mc va.
Bng 4.4. Mc nh Hng ca Cc Yu T n Quyt nh Mua N Trang
Khon mc

Khng

t nh

nh

nh

nh

nh

hng

hng

hng

hng

hng
Cht lng sn phm
C mu mi p
Gi c hp l
Thng hiu
Mn n trang c ngha
Dch v/ phc v
Khuyn mi, gim gi
Nhn vin bn hng gii thiu
nh hng ca ngi thn
Bn b ngi i theo ni vo
nh hng ca ngi ni ting
nh hng ca qung co

0
0
0
5
0
7
3
12
33
47
42
39

0
0
0
13
9
19
18
40
26
34
38
31

va phi
0
0
31
55
41
52
46
35
25
14
13
20

nhiu
66
69
42
20
43
17
30
12
15
5
7
10

rt nhiu
34
31
27
7
7
5
3
1
1
0
0
0

Ngun: Kt qu iu tra
T kt qu kho st Bng 4.4 v Hnh 4.9 ta c th d dng nhn thy mc
nh hng ca cc yu t n quyt nh mua n trang. Qua c th rt ra mt s chun
gi tr cho ca hng nh sau:
-iu quan trng hng u l phi m bo cht lng sn phm, khng ngng cp
nht cc mu m, xu hng mi ca ngnh trang sc trong nc v quc t.
-Cc yu t khc nh cch thc phc v, dch v hu mi, khuyn mi, nhn vin
bn hng tuy khng nh hng nhiu n quyt nh mua hng nhng nu ca hng thc
hin tt cc dch v ny s thu ht c mt lng ln khch hng v to c hnh nh
tt trong lng khch hng. Qua gip tng nng lc cnh tranh ca ca hng, ng thi
to ra c s khc bit so vi cc i th cnh tranh.
-Cn s nh hng ca qung co, ca ngi ni ting, ca bn b ngi thn l
nhng yu t khch quan khng th no thay i c. Nhng ta c th khc phc v
chim lnh th phn ny nu c s u t nghin cu, nm bt th trng. V d nh tm
41

hiu xem ca s hay din vin no s c tc ng mnh n ngi hm m, hay d on xu

hng thi trang ma ti n u th trng. Nu xy dng c mt d bo chnh
xc th c th em li thnh cng rt ln.
Hnh 4.9. Mc nh Hng ca Cc Yu T n Quyt nh Mua N Trang

Ngun: Kt qu iu tra
d) S nh hng ca nhm tui n quyt nh mua
Qua s liu c th hin trong Bng 4.5 ta c th nhn thy mt cch r rng s
nh hng ca tui tc n quyt nh mua trang sc. Vn quan tm hng u ca cc
la tui khc nhau u l cht lng sn phm v kiu dng, mu m. Nhng mi nhm
tui th mc quan tm n cc yu t l khc nhau.
Bng: 4.5. Nhm Tui nh Hng n Quyt nh Mua
Cc yu t nh hng
S lng ca mi nhm tui

T 20 - 25

T 25 - 35

T 35 - 45

T 45 - 55

tui

tui

tui

tui

16
42

18

37

29

Cht lng sn phm

nh hng ca ngi thn, bn b
Mn n trang c ngha
Khuyn mi, gim gi
Thng hiu
Gi c hp l
Dch v/ phc v
C mu mi p
Nhn vin bn hng gii thiu

10
1
3
2
2
3
1
12
0

13
1
4
1
4
6
1
17
1

37
1
5
1
9
13
3
26
1

17
0
4
1
5
7
1
10
1

Ngun: Kt qu iu tra
Hnh 4.10. Nhm Tui nh Hng n Quyt nh Mua

Ngun: Kt qu iu tra
Khch hng thuc nhm tui t 20 25: quan tm nhiu n mu m hn c
vn cht lng, v y cng l nhm rt quan tm n cc chng trnh khuyn mi,
gim gi. y l nhm khch hng tr tui nng ng, thch s sng to ph cch mong
mun th hin mnh nn rt kh trong vic tha mn nhu cu ca h. Do phc v
tt nhm khch hng ny cn phi c bit quan tm n kiu dng v xut cc chng
trnh khuyn mi hp dn.
Khch hng thuc nhm tui t 25 35: l nhm c mc quan tm cao
nht n mu m, c th ni y l giai on thanh xun ca ngi ph n nn nhu cu v
43

lm p l rt ln th hin ci p, s n tnh trc ngi khc phi. ng thi ngha

ca mn hng l mt trong nhng yu t rt c quan tm: mua lm g? mua cho ai?
dng trong dp no? c bit nhm tui ny c nhu cu rt ln v dng sn phm ci.

Khch hng thuc nhm tui t 35 45: quan tm nhiu n cht lng v
thng hiu. y l nhm tui ca nhng ngi c gia nh s nghip tng i n
nh do nhu cu v trang sc ngoi vic lm p cn khng nh ng cp, v tr trong
x hi.
Khch hng thuc nhm tui t 45 55: thng nhm ny nhu cu v tch
tr l rt cao, ng thi cng c mt nhu cu c bit th hin ci ti ca mnh. H c v
d tnh trong vic la chn trang sc so vi cc nhm tui tr hn.
V sao hu ht ngi tiu dng Vit Nam ch quan tm n cht lng, mu m,
gi c m cha quan tm nhiu phong cch phc v, bn hng, dch v hu mi? V Vit
Nam l mt nc ang pht trin, nn kinh t th trng cn nhiu bt cp. Ngi dn
thm ch cn cha c cung cp nhng sn phm c cht lng tt ni g n mu m
phong ph, gi c hp l. Do h t quan tm n phong cch phc v, bn hng, dch
v hu mi. Khi mc sng cn thp th ngi tiu dng rt d tnh nhng khi i sng
kinh t x hi tng ln th ngi tiu dng s tr nn ngy cng kh tnh vi nhng yu
cu cao hn. Vi s pht trin mnh m ca nn kinh t Vit Nam nh hin nay, cc
doanh nghip Vit Nam kh lng cnh tranh vi cc doanh nghip nc ngoi trong thi
gian ti nu c mi gi ly phng thc hot ng c. V nhng doanh nghip nc
ngoi ni ting khng ch v cht lng sn phm, mu m phong ph m cn c phng
thc bn hng rt chuyn nghip. Doanh nghip mun tn ti, pht trin trong thi gian
ti cn phi xy dng i mi chin lc kinh doanh c th hot ng hiu qu trong
mi trng cnh tranh khc lit.
e) Mt s thi quen trong hnh vi mua sm ca khch hng
Ngi tiu dng thng mua n trang nhng ni gn nh 44%, hoc sn sng i
xa chn mua n trang ng 39%. Tuy ni l ch mua sn phm nhng ni gn nh
nhng khng phi bt k ca hng gn nh no cng c chn. Ch c nhng ca hng
m bo c cht lng sn phm, mu m phong ph, phc v tn tnh mi thu ht
44

c s ch ca khch hng. Ngy nay ngi tiu dng thng n nhng khu vc
c coi l a bn hot ng chnh ca mt sn phm no mua hng. V nhng
ni ny s c nhiu mu m, kiu dng, chng loi cho h la chn bn cnh gi c
cng kh cnh tranh cng vi cc dch v hu mi hp dn.
Hnh 4.11. Thi Quen i Mua N Trang

Ngun: Kt qu iu tra
Khi c hi bn thng mua trang sc vo dp no (Cu hi 9) a s p vin tr
li thng mua vo dp l/tt (32%), hay c thu nhp bt ng (30%), ci hi (10%). Ta
cn quan tm n thi quen mua hng ny ca ngi tiu dng cho ra nhng dng sn
phm ph hp. Khng ch sn xut, ra mt sn phm mi theo ma m phi m bo rng
ca hng cp nht sn phm, kiu dng mi mi ngy. V c n 30% khch hng hay
mua trang sc vo nhng dp c thu nhp bt ng, nu khng c s d tr trc cho
nhng nhu cu ny m ch tp trung sn phm theo ma hay nhng dp c bit ( L tnh
nhn, Ngy 8/3, Ngy ca M ) thi th ca hng c th b mt i mt lng khch
hng ng k.
Hnh 4.12. Nhng Dp Thng Mua Trang Sc

45

Ngun: Kt qu iu tra
4.6. Chin lc sn phm v dch v (What)
Mt doanh nghip phi nm chc th trng ca mnh, hiu r khch hng, nhng ngi
s s dng hng ha, dch v m mnh cung cp. Doanh nghip cn mt b phn khch
hng, s mua hng ha, dch v vi mc gi mang li li nhun cho mnh trong mt
khong thi gian di doanh nghip c th tn ti vng vng v pht trin. Nhim v
l phi xc nh r khch hng ca mnh cn ci g c th p ng cho h mt cch
hiu qu
4.6.1. Phn loi sn phm
C nhiu cch phn loi hng trang sc, di y l mt s cch thc phn loi c
bn gip mi ngi c ci nhn tng quan v cc dng sn phm. Ngoi mt s cch
phn loi sn phm c trnh by trong bng cn c mt s cch phn loi khc nh:
theo ngun gc xut x, theo thng hiu, theo phong cch .
Bng 4.6. Cc Cch Phn Loi Trang Sc
Cht liu

Hnh thc

Trang sc vng ta
Trang sc vng mu
Trang sc vng trng
Trang sc vng 2 mu

tui
24k
18k
14k
12k

Trang sc trn khng gn

Trang sc nm kim cng
Trang sc nm qu
Trang sc nm bn qu
46

Sn phm
Nhn n
Hoa tai
Dy
King

Nhn nam
Vng
Mt dy
Lc

Trang sc bc
Trang sc bch kim

10k

Trang sc nm nhn to
.

Ve ci o Kp c vt
B

Ngun: iu tra tng hp

Ni v sn phm qu th c rt nhiu loi cho ngi tiu dng la chn, mi

loi c mt mu sc, ngha v cng dng ring. Th trng qu hin nay c kim
cng, hng bo ngc (ruby), lam bo ngc (sapphire), bch ngc, hong ngc, ngc trai
(pearl), citirine, hng ngc, thch anh tm, ngc xanh bin, opal, peridote, cm
thch... Ngoi ra cn c cc loi bn qu nh xon xim, m no, spinel, toumaline,
thch anh, thin thch, san h, h phch, cy ha thch... Trong , kim cng c coi l
"vua", k n l cm thch v ngc trai. Di y l mt s loi qu ph bin c
nhiu ngi a thch c trng cho 12 thng trong nm.
Thng 1: Granet (ngc hng lu) th hin s thnh vng, ph qu cho ngi
eo.
Thng 2: Amethyst (thch anh tm) gip cho bn tm hn thanh thn v tnh
cm ca bn c hi ha
Thng 3: Aquamarine (ngc berin) c mu xanh nht, gip bn thm duyn
dng v yu kiu, lm cho bn vng mnh c tinh thn v th cht.
Thng 4: Diamond (kim cng) c mnh danh l vua ca tt
c

cc

cng

loi qu, vi v sang trng v kiu sa, kim cng l loi c

cao nht, tng trng cho s thanh khit v thnh thin.
Thng 5: Emerald (ngc lc bo) vi mu xanh l c trng, nhng vin ngc
lc bo mang n cho bn s bnh yn.
Thng 6: Pearl (ngc trai) hoc Moonstone ( mt trng) l Ht ngc ca
Bin vi dng v quyn r. mt s nc, trang sc lm t ngc trai
thng c dng lm qu ci.
Thng 7: Ruby (hng ngc) c xem l p v hon ho nht, tng trng
cho mt tri t do v quyn lc. p nht l mu Huyt B Cu.
47

Thng 8: Peridot ((khong m no) loi tng trng cho cy c. ny em li

cho bn s bnh yn.

Thng 9: Sapphire (ngc xa-phia) cn c gi l nhng vin ngc bch, c

dng h vi Hng Ngc. Saphia thng c mu xanh, l ca nim tin v hi
vng.
Thng 10: Opal (ngc mt mo) l loi khng qu cng, rt mng, c xut
x t c, chng c mnh danh l n hong ca cc loi .
Thng 11: Topaz vng nu hay Citrin s kch thch s tp trung u c cho
bn, s truyn cm hng cho bn. N cn ci thin kh nng gii quyt vn
ca bn.
Thng 12: Turquoise hoc topaz mu xanh lam chng c th gip cho bn cn
bng trng thi tnh cm, gim cng thng

4.6.2. Xc nh phn khc th trng

Quan st, tm hiu kt hp vi nghin cu th trng a ra c mt s thng
tin nhn nh sau. C ba phn khc th trng chnh: Phn khc cao cp, phn khc trung
cp v phn khc bnh dn. Mi phn khc th trng c nhng c trng ring c
trnh by c th trong bng sau
Bng 4.7. Phn Khc Th Trng v Cc Yu T c Trng ca Th Trng
STT Phn khc th trng
1
2
Phn khc cao cp
3
4
Phn khc trung cp
5
6

Cc yu t c trng ca th trng
Thng hiu ni ting/c nhiu ngi bit n
Thng hiu sang trng/cao cp
Thit k p, hp thi trang
Dnh cho ngi snh iu
Ph hp vi gii tr
Ph hp vi gii kinh doanh/thng mi
48

7
8
9
10
11
12

Phn khc bnh dn

Mu m c o
Sn phm c bn cao,khng bin dng phai mu
Thng xuyn c mu m mi
Tin cng hp l
Gi c d mua
D tm mua
Ngun: iu tra tng hp

Mi phn khc th trng ng vi mt tng lp kinh t c trng cho phn khc

. Ta gi tng lp kinh t A l khch hng c trng ca phn khc cao cp, tng lp B
l c trng ca phn khc trung cp v tng lp C l ca phn khc bnh dn. Mi tng
lp kinh t c nhu cu khc nhau v cc dng sn phm. Cn phi tm hiu nm bt cc
nhu cu khc nhau xy dng chin lc sn phm hiu qu nht cho doanh nghip.
Ngay t u doanh nghip c xc nh l tp trung vo phn khc trung cp
v cao cp ca th trng bn l trang sc. Bi v nu xy dng mt ca hng cung cp
sn phm v dch v hon ho nh phng chm ra i hi phi b ra mt khon
chi ph kh ln v iu ny s y gi thnh sn phm ln cao. Trong khi nhm khch
hng thuc phn khc bnh dn (C) b nh hng rt nhiu bi yu t gi c trong quyt
nh mua nn kh lng tha mn nhu cu ca h. Vi mc gi cao ny ch thch hp phc
v cho khch hng thuc tng lp kinh t A v B hay ni cch khc l phn khc trung
cp v cao cp. Nhm khch hng m khi ng mt sn phm no s sn sng b
ra mt s tin ln mua n.
4.6.3. Kt cu sn phm
phc v tt nhm khch hng trung cp v cao cp - nhm khch hng c bit
kh tnh, thng c nhng yu cu rt cao v c sn phm v dch v - ta cn tm hiu
xem h thng quan tm v c nh s dng dng sn phm no c th p ng ti
a nhu cu . Di y l kt qu kho st nh s dng ca khch hng qua 5 dng
sn phm trang sc: c gn kim cng, c gn qu, c gn bn qu, c gn nhn
to, trn khng gn .
a) Trang sc c gn kim cng
Hnh 4.13. Biu Xu Hng S Dng Trang Sc C Gn Kim Cng

49

Ngun: Kt qu iu tra
Ngi tiu dng c 2 tng lp kinh t A, B u quan tm nhiu n bch kim, vng
18k, vng trng 18k c gn kim cng. Tuy nhin, tng lp A chim s im cao hn
cc mc, c th ni tng lp kinh t A l khch hng chnh ca dng sn phm c gn kim
cng . Cn tng lp C hu nh khng quan tm n dng sn phm c gn kim cng.
c bit xu hng mong mun s dng sn phm bch kim l rt ln trong tng lai mc
d dng sn phm ny c gi rt cao. Mu sc ca vin kim cng tng thm v sang
trng cho ngi eo l l do ti sao ngi tiu dng c kh nng ti chnh ngy cng
thch la chn kim cng lm vt trang sc. Ngoi ra, kim cng cn c th lm ti sn
ct gi m khng mt gi".
b) Trang sc c gn qu
Hnh 4.14. Biu Xu Hng S Dng Trang Sc C Gn Qu

50

Ngun: Kt qu iu tra
Ngi tiu dng tng lp A, B rt quan tm n vng 18k, vng trng 18k v bch
kim c gn qu. Trong , tng lp A chim s im cao hn phn ln cc mc. C
th ni y l dng sn phm c nhu cu cao nht, c 3 nhm khch hng u c s quan
tm mnh m n qu. V dn gian cho rng cc ht qu khng ch dng lm p
m cn nh hng n trng thi tinh thn v sc khe. Ngi ta tin rng qu c kh
nng iu chnh s mt cn bng trong c th v to nn nng lng bn trong con ngi.
Cc bc vua cha dng qu nh mt vt tng trng cho sc mnh v quyn lc.
H eo qu quanh u vi nim tin chng s gip tr nn thng thi hn. Ngi Hy
Lp, Ai Cp, La M c i th dng qu nh nhng tm ba bo v bn thn.
c) Trang sc c gn bn qu
Hnh 4.15. Biu Xu Hng S Dng Trang Sc C Gn Bn Qu

51

Ngun: Kt qu iu tra
C 3 tng lp A, B, C c s quan tm kh ging nhau v dng sn phm c gn
bn qu. H c nh s dng tp trung vo vng 18k, vng trng 18k v bch kim.
Trong thi gian gn y, sn phm bn qu c ng o ngi tiu dng bit n v
s dng v gi c tng i hay c th ni l r nhng li mang n gi tr cao. Sn phm
bn qu p ng c nhu cu l sn phm t nhin nn bn thn n mang gi tr ca
s c quyn (khng ng hng).
d) Trang sc c gn nhn to
Tng lp kinh t B li quan tm nhiu n vng 18k, vng trng 18k v bc c gn
nhn to. V y l dng sn phm kh r tin, p nu ai khng c kinh nghim s
khng nhn bit c u l sn phm t nhin, u l sn phm nhn to. Tuy nhin nu
kinh doanh dng sn phm ny th mc thu li nhun l khng cao m phi cung cp
nhiu cc dch v, hu mi.
Hnh 4.16. Biu Xu Hng S Dng Trang Sc C Gn Nhn To

52

Ngun: Kt qu iu tra
e) Trang sc trn khng gn
Hnh 4.17. Biu Xu Hng S Dng Trang Sc Trn Khng Gn

Ngun: Kt qu iu tra
i vi dng sn phm trn khng gn th cc tng lp kinh t A, B, C u
quan tm n cc sn phm vng 24k, trong tng lp B l c mc quan tm n
vng 24k l cao nht. Khi ni n trang sc trn khng gn th ngi tiu dng thng
53

ngh ngay n cc sn phm c chc nng d tr nn a s chn vng 24k. Trong khi tng
lp C li quan tm nhiu nht n bc r tin nhng vn p ng c nhu cu lm p.
Bc gn vi mu m p, a dng c xem l dng sn phm fashion, cc
thng hiu Hn Quc thnh cng vi dng sn phm ny ti th trng th VN. Tuy
nhin cc sn phm bc c tui th khng cao, gi tr thp, khng c chc nng tch tr,
bn li. Bc ch ni ln nh tro lu thi trang khng th thay th v tr c tn ca vng.
Hu nh ngi tiu dng khng quan tm n cc sn phm vng mu 14k, vng
trng 14k, vng 2 mu. Ch c mt s t c nh s dng cc sn phm ny, l nhng
ngi tr tui thch nhng sn phm c thit k p, d mua, d xi.
Khch hng thuc phn khc cao cp dng nh ch ch n cc sn phm
bch kim, vng 18k, vng trng 18k c gn kim cng, qu v bn qu dng sn
phm th hin ng cp. i vi dng sn phm trn khng gn th h ch nhiu n
sn phm 24k v bc. C th d on c sn phm 24k c ch y l v mc
ch tch tr, cn sn phm bc l theo xu hng thi trang r, p.
Khch hng thuc phn khc trung cp quan tm n hu ht cc sn phm vng
18k, vng trng 18k c gn (kim cng, qu, bn qu v nhn to) c bit l
dng sn phm c gn bn qu v nhn to. y l dng sn phm trung cp vi
mc gi tng i, kh ph hp vi nhu cu v iu kin ca khch hng trung cp.
Khch hng thuc phn khc bnh dn rt t quan tm n cc sn phm c gn
kim cng, qu, h ch nhiu n dng sn phm c gn bn qu, nhn to,
bc v sn phm vng 24k trn khng gn . Nhn chung nhu cu ca tng lp bnh dn
l khng cao, ch tp trung vo mt hai dng sn phm. Tuy nhin h vn c nhu cu v
nh s dng cc dng sn phm cao hn.
f) Kt lun
T kt qu phn tch nhu cu v nh s dng sn phm ca cc tng lp kinh t
c phn tch trn. Sau y l kt lun v kt cu sn phm ca doanh nghip.
Cn phi xy dng ca hng vi s a dng, phong ph v kiu dng v chng loi
sn phm c th p ng mi nhu cu ca khch hng. l s phong ph v loi sn
phm, cht liu, tui, hnh thc th hin, nhn hiu.
54

Vng 2 n 3 mu tr thnh tro lu trn th gii, nhng cng ch mi ph cp

trn th trng Vit Nam mt s nm gn y, c th ni y l xu hng mi ca trang
sc cn quan tm n dng sn phm ny c th nm bt c hi th trng.
Hnh 4.18. Sn Phm Trang Sc 3 Mu v Nhn Ci Vng Trng Gn Kim Cng

Th trng mc tiu l phn khc trung cp v cao cp do s c bit pht trin

nhng dng sn phm m nhm khch hng ny c nhu cu. Ch trng cc nhm sn
phm vng 18k, vng trng 18k, bch kim c gn kim cng, qu v bn qu.
Hin nay, nhu cu s dng trang sc ca ngi dn khng cn cn c nhiu v t
trng vng na m l qu cao cp. Do , chin lc pht trin ca cng ty l i theo
cc thit k thanh mnh, hin i, thin v s dng qu to nn gi tr lu di cho
sn phm. Cng ty xc nh hng i ca mnh l tp trung vo cc sn phm cao cp gn
kim cng, qu bi chng va gi c gi, trao i thun tin m gi thnh ca mn
li khng ph thuc qu nhiu vo gi vng na.
Cng chnh v vy ca hng ch cung cp cc sn phm t nhin khng s dng
bt k sn phm nhn to no. Vi cam kt nh vy doanh nghip va m bo cht lng
sn phm cho khch hng va khng nh c ng cp, hnh nh ca ca hng trn th
trng bn l trang sc. V cc sn phm nhn to thng khng gi c v p,
sng bng lu di khch hng s cm thy khng hi lng nh vy v tnh c n tng
xu v sn phm ca ta. Hn na kinh doanh cc sn phm nhn to thng khng c
li, khng b p cho nhng khon chi ph m ta b ra xy dng cc dch v
hon ho ca ca hng; m cn phi tn nhiu thi gian, cng sc cho cc dch v bo
hnh, sa cha, nh bng.
55

Trong bi cnh gi vng bin ng phc tp v tng cao nh hin nay, c 2 xu

hng kh r rt: mt l quay v chi trang sc vng ta (24K) v u im gi c vn,
hai l chuyn sang cc loi vng thp tui nh 10- 14K gn qu ang l la chn ph
bin. gim thiu sc tc ng ca gi vng n gi thnh sn phm hu ht cc doanh
nghip lin tc ci tin k thut, cng ngh theo hng gim t trng vng, tng lng
hp kim khc ln m vn m bo v hnh thc.
N trang cao cp i theo hng gip con ngi th hin mnh. V th, cc mu n
trang c ng nt nhiu sng to, to bo v gy shock hn, s dng cc cht liu c
bit hn, phong cch t ph nhng khng cu k, gip ngi mang th hin c c tnh
v ng cps rt c a chung.
4.6.4. Thit k mu v hot ng sn xut
a) Thit k mu
c mu m cho sn xut sn phm ca mnh th cng ty s dng hnh thc su
tm l ch yu. Sau khi su tm cc mu s bin tp li cho ph hp vi nhu cu, th hiu
ca ngi Vit Nam v in thnh cataloge. Trong trng hp cha kp sn xut sn phm
mu, khch hng c th xem qua cataloge v t hng.
C th tin hnh su tp mu ca cc nhn hiu trang sc ni ting trong v ngoi
nc thng qua ti vi, tp ch, mng internet hoc n tham quan trc tip ti cc ca hng.
Mt trong nhng ni m bn c th nhn thy c nhiu mu m ca nhiu thng hiu
khc nhau l cc bui trnh din thi trang trang sc, hi ch trin lm quc t ngnh
trang sc. Hay ti cc bui lin hoan phim, ca nhc bn c th nhn thy nhng mu trang
sc mi nht c trng din bi nhng ca s, din vin ni ting - nhng ngi c th
to ra mt tro lu phong cch mi trong ma.
Bn cnh cng ty cng c i ng cng tc vin thit k ring phc v theo nhu
cu t hng ca cng ty khi cn. Cc chuyn vin thit k ca cng ty s sng to trn c
s nhng mu m truyn thng kt hp vi kiu dng ca nhng nc tin tin, c gi tr
m thut cao, giu ngn ng theo xu hng thi trang trang sc quc t, to ra nhng mt
hng trang sc a dng, ph hp vi th hiu nhiu i tng tiu dng.
b) Hot ng sn xut
56

Cng ty khng t chc sn xut trc tip m t gia cng bn ngoi. Khi c khch
t hng hoc nhu cu sn phm trng by th cng ty s em nguyn liu v mu n
thu cc th kim hon ch tc. Hoc mua sn phm ch tc theo cm hng ring ca cc
ngh nhn, y l nhng sn phm c mt khng hai thng c khch hng rt u
thch.
Nhng ngi th c cng ty chn thu gia cng l nhng ngi lm vic ti cc
tim vng t nhn hoc hot ng ti gia. H thng l nhng ngi c nhiu kinh
nghim, tay ngh cao, k thut ch tc tinh xo v rt c uy tn trong ngnh. Mi sn
phm do h to ra mang gi tr thm m cao v mang nt c o ring do c thc hin
bng tay, t m n tng chi tit. Cn nhng ngi th lm vic trong mi trng cng ty
thng ch ch tc theo sn phm mu khng c s sng to, h thng lm n theo s
lng nn khng c s u t trao chut cho tng sn phm.
Sn phm sao khi c gia cng ch tc phi c kim tra li mt cch cn thn
bng cc dng c, my gim nh vng vi cng ngh mi m bo cht lng, tui
vng. V c nhng th tay ngh cng cao th mnh khe gian ln cng cng cao kh c
th pht hin, gy nh hng n uy tn ca cng ty.
Chnh iu ny s to ra nt khc bit cho sn phm ca cng ty so vi cc i th
cnh tranh. Bi v trong giai on hin nay hu ht cc doanh nghip s dng cc my
mc, dy chuyn trong sn xut, iu ny s lm mt i tnh khc bit gia cc sn phm.
Trong khi chnh s khc bit lm nn gi tr ca sn phm trang sc v s khc bit cng
l yu cu hng u ca nhm khch hng cao cp.
Tuy nhin c th ni cng ngh l nhng nt v hon thin bc tranh n trang.
N trang tuy l mt sn phm th cng nhng n cn s phi hp ca cng ngh hin i.
Khuynh hng ch tc n trang hin i l c s kt hp cht ch ca cng ngh v m
thut, y l s kt hp hon ho. V d, trc y ngi ta s dng la hn cc chi
tit li vi nhau th nay ngi ta s dng tia laser lm vic y. Hn bng la cc mi
hn khng sc so, cha k c nhng kt cu khng th hn bng la v qu tinh vi. Cng
ngh khc laser gip to ra nhng hoa vn cc k sc so m k c i tay ngh nhn kho
lo nht cng khng th lm c.
57

V vy cng ty s khng ngng phn u vn ln c th t ch c ngun

sn phm, pht trin cng ngh k thut trong sn xut v s hu mt lc lng th kim
hon c tay ngh cao cho chin lc hot ng lu di. Hot ng gia cng sn phm bn
ngoi ch l phng n ca giai on u khi m ngun vn cn hn ch v cng ty cha
c c lc lng th tay ngh cao v hot ng gia cng bn ngoi c th nh hng n
cht lng ca sn phm.
4.6.5. Nh cung ng
iu quan trng hng u l phi m bo cht lng cho tt c sn phm ca ca
hng do cn phi tm c ngun cung cp nguyn liu ng tin cy. Bn cnh ,
sn phm t c cht lng cao nht v hon thin nht, khu qun qun l cht lng
c thc hin nghim ngt t nguyn liu u vo. Kim tra sn phm bng my ph k
hunh quang th h mi tia X, c chnh xc cao nhm kim sot cht lng tui vng.
Qua qu trnh tm hiu v hi kin ca chuyn gia trong ngnh ti c c mt s
ngun cung ng nguyn liu vng v ng tin cy sau:
Vng nguyn liu, vng ht 99,99% th Cng ty VBQ Si Gn - SJC hin c
xem l ngun cung cp ng tin cy v cht lng v s lng.
-a ch: 115-119 Nguyn Cng Tr, Phng Nguyn Thi Bnh, Q1, Tp.HCM
-in thoi: 9144056

Fax: 9144057

-Website: www.sjc.com.vn
qu
o u mi cung cp s TPHCM v Min Nam
DNTN Kinh doanh Vng Bc Qu M NGA GIU
-a ch: 94 Mc Th Bi, Q1 v 135 Nguyn Hu, P. Bn Ngh, Q.1, TP. HCM.
-in thoi: (08)8212471. G Trn Ngc Giu: 0903917302
o u mi cung cp s HN v Min Bc
Cty C Phn Vng Bc Qu & u T Thng Mi DOJI
-a ch: 44 L Ngc Hn (Ruby Plaza), P.Phm nh H, Q.Hai B Trng, Tp. H
Ni
58

-in thoi: (04)2206688. G Minh Ph: 0903408814

Trong giai on u mi thnh lp, doanh nghip cha xy dng c hnh nh,
thng hiu ring cho mnh, cn hn ch v mu m kiu dng v cha kh nng sn
xut ra sn phm vi s lng ln p ng nhu cu kinh doanh. Nn bn cnh cc sn
phm do doanh nghip t sn xut th doanh nghip cng phi phn phi thm sn phm
ca cc thng hiu ln khc. c th l sn phm ca PNJ, SJC, Bo Tn Minh Chu,
Kim hon Thanh Nin, VBQ Bn Thnh - nhng nhn hiu ni ting ca th trng n
trang cao cp Vit Nam vi mu m phong ph, a dng v c khch hng a chung.
Bn cnh doanh nghip c th nhp khu thm mt s sn phm ca nc ngoi
lm phong ph thm chng loi sn phm ca ca hng. Hin nay cc dng sn phm
mang thng hiu Korea c xem l mode nn khng th thiu ngun sn phm u
vo ny. C 2 thng hiu trang sc Hn Quc ni ting c nh my sx ti Vit Nam:
Queen & I v Golden Dew
Cng ty VBQ N HONG V TI (QUEEN & I)
a ch: 5/14 Nguyn Vn Qu, Phng ng Hng Thun, Qun 12, Tp. HCM
Website: webmaster@queennijewel.com
Cng ty VBQ GOLDEN DEW vi h thng bn l Vit Nam
H Ni: Vincom City Tower, Tng trt, T: 04 2200219.
Hi Phng: T&D Plaza, Tng trt, T: 031 3852724.
Tp.HCM: Diamond Plaza, Tng trt, T: 08 8279115; Parkson Hng Vng, Tng
trt, T: 08 2422476; Caravelle Hotel, Tng trt, T: 08 2422475.
Website: www.goldendew.com
4.7. Cng tc t chc bn hng (How)
Bn cnh nhng yu t gn vi sn phm nh cht lng, kiu dng, thng hiu,
gi c th cn mt s yu t kh quan trng khc cng nh hng n hnh vi mua hng
ca ngi tiu dng. chnh l:
- Mi trng mua sm c l tng, d chu? c an ton, ring t?
- Nhn vin phc v c tn tnh vui v? c kin thc? c th gii p c cc thc mc
ca khch hng?
59

- Ch thu li mua li c hp l khng?

Nu khng p ng tt cc yu t trn th chng c th s tr thnh nhng ro cn
kim hm s pht trin ca cng ty, cn nu p ng tt th chng s tr thnh nhng
ngun lc h tr, thc y s pht trin ca cng ty
4.7.1. Thu mt bng
T tt c nhng nhn nh, phn tch v hin trng phn phi, tim nng th trng
c trnh by trn, ta i n quyt nh s thu mt mt bng khong 70-100m 2 ti
khu vc Phng Bn Thnh, Q1(vng c khoanh trn trong Hnh 2.1.) phc v cho
vic m mt ca hng kinh doanh bn l VBQ. Tuy nhin cng c th linh ng chn
la cc a im cho ph hp vi kh nng kinh ph ca doanh nghip. Hin ti c mt
bng 198 L Thnh Tn, Q1, Tp.HCM gi 2.500 USD/thng (cha tnh thu) kh thch
hp giao mt bng vo u thng 9. Ngoi ra cn nhiu mt bng khc khu vc Q1
ang c gi tr cho thu c th tham kho qua website: www.123raovat.com.
4.7.2. Trang tr ni tht v mua sm cc dng c trang thit b
a) Trang tr ni tht
Vi mong mun cung cp nhng sn phm cao cp c dnh cho gii thng lu
trng by trong khng gian sang trng, honh trng, to cm gic chong ngp cho khch
tham quan. Doanh nghip s s dng cc dch v t vn thit k xy dng phong cch
trang tr ni tht ring cho ca hng - Style Design. Phong cch thit k s c thc hin
theo ma hay theo xu hng thi trang thng qua tm hiu hay t vn thit k, d bo ca
gii thit k. Mi ma, mi dng sn phm khc nhau s c cch trang tr ca hng v
trng by sn phm khc nhau. Do phn thit k ni tht ca ca hng s s dng ngh
thut bin ha tit kim chi ph. Ngha l khi c nhu cu thay i phong cch theo ma
hay dng sn phm khng nht thit phi thay i ton b ni tht ca ca hng, m ch
cn thay i vi chi tit nh cch trng by sn phm, v tr quy t, mu sn c th
to nn s khc bit. iu ny i hi phi c s u t kh cao v t m ngay t u.
Thng qua ni tht ca ca hng c th khng nh ng cp ca nhng khch
hng n mua sm ti y, ng thi hng khch hng n xu hng thi trang ma ti.
y l mt hnh thc nh vo tm l ca nhng khch hng cao cp nhng ngi c
60

nhu cu rt cao v khng nh ng cp, v tr x hi v lm p. V mun p, mun

khng nh ng cp, v tr x hi th phi theo kp vi xu hng thi trang trong nc v
th gii.
Phong cch thit k ring cng l mt cch thc kh hu hiu trong vic thu ht
cc khch hng tim nng ca cng ty. l nhng ngi bt u c nhu cu v trang
sc, nhng ngi ln u tin n vi ca hng s b cun ht bi phong cch mi l,
sang trng ca ca hng. iu ny s gy cho h s thch th v kht khao khng nh
mnh, to cho mnh mt phong cch ring. (Mt s a ch t vn thit k, trang tr ni
tht c th tham kho c nh km phn Ph lc 3).
Du c thit k trang tr ni tht theo phong cch ring no vn phi m bo s
ng b, ph hp vi biu tng, logo chun ca thng hiu v kiu dng, mu sc, kiu
ch, cu nh v thng hiu.
b) Mua sm cc dng c trang thit b
i vi mt ca hng kinh doanh bn l trang sc th cn mt s dng c trang
thit b sau: quy t, bn gh, cc dng c chuyn dng trong hot ng kinh doanh trang
sc nh cn, my kim tra cht lng C th tham kho v mua cc dng c ch tc,
cn, kim nh cht lng sn phm ti Hi M ngh Kim hon qu TP.HCM hoc cc
trung tm kim nh vng bc qu. Bn cnh hc hi kinh nghim thc t th nn
quan st, hc hi t cc doanh nghip hin ti trong ngnh mua c cc dng c trang
thit b ph hp.
C th ni cng ngh l nhng nt v hon thin bc tranh n trang. N trang
tuy l mt sn phm th cng nhng n cn s phi hp ca cng ngh hin i. Khuynh
hng ch tc n trang hin i l c s kt hp cht ch ca cng ngh v m thut, y
l s kt hp hon ho. V d, trc y ngi ta s dng la hn cc chi tit li vi
nhau th nay ngi ta s dng tia laser lm vic y. Hn bng la cc mi hn khng
sc so, cha k c nhng kt cu khng th hn bng la v qu tinh vi. Cng ngh khc
laser gip to ra nhng hoa vn cc k sc so m k c i tay ngh nhn kho lo nht
cng khng th lm c. V vy doanh nghip rt ch trng n vic u t vo my
mc trang thit b hin i gi c v th cnh tranh trn th trng.
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4.7.3. Nhn vin

Bng tt c kh nng ca mnh chng ti cam kt s phc v khch hng mt cch
tt nht. Vi i ng nhn vin nng ng, nhit tnh, vui v, am hiu v trang sc c th
gii p mi thc mc ca khch hng, i ng ch tc tay ngh cao, giu kinh nghim v
c tm vi ngh.
a) i ng nhn vin bn hng ca cng ty phi tri qua cc kha hun luyn k
nng giao tip, v cch s dng, bo qun trang sc h c th hng dn c th cho
khch hng. Bi v nhng kin thc v s dng v bo qun trang sc ca khch hng
thng l t kinh nghim bn thn, hay t ngi thn bn b, ch c mt s t khch hng
quan tm tm hiu t sch bo. i khi c nhng kinh nghim, kin thc l khng ng
nn trong qu trnh s dng sn phm c th b i mu, gim bng, m ht , try
st, bin dng, gy chu. Nhng hin tng ny thng l do cc nguyn nhn: cch bo
qun, s dng, v kin thc t chm sc ca mi khch hng. cng l cc yu t chnh
nh hng n tui th s dng, dng v m thut v tnh cch sang trng ca nhng mn
n trang . khc phc nh hng ca nhng nguyn nhn trn, nhn vin ca hng s
cung cp mt s kin thc v mt vi phng php c th khch hng tham kho v
ng dng.
S hiu bit v n trang ca ngi tiu dng l c bit quan trng. Khi ngi tiu
dng hiu bit, h mi d dng nhn ra gi tr ch thc ca cc sn phm. Nhng ngi
cung cp hng c thng hiu, c uy tn, cht lng s d dng chim c nim tin ca
khch hng hn. Hin c khng t ngi tiu dng Vit Nam c kh nng s dng n
trang cao cp nhng h cha tht s yn tm v cht lng v gi tr ca cc mn hng
m h b kh nhiu tin ra mua nn ngn ngi. V vy i ng nhn vin bn hng phi
thc hin tt vai tr cung cp thng tin, hng dn khch hng hiu c gi tr sn
phm.
b) Chuyn vin t vn thit k: bn cnh i ng nhn vin bn hng tn tm ca
hng cn c mt lc lng t vn vin chuyn nghip. Nu bn c nhu cu v mt mu
trang sc theo thch ring th h s a ra nhng mu thit k ph hp vi nhu cu ca
bn v ng thi h cng t vn dng sn phm no l ph hp vi bn.
62

c) Th ch tc v sa cha mt b phn nhn vin khng th thiu l cc th ch

tc v sa cha lm vic ti ca hng p ng cc nhu cu v ch tc, bo hnh, sa
cha ti ch ca khch hng.
d) Bo v l lc lng m bo an ton cho hot ng ca doanh nghip cng nh
s an ton ca khch hng. Kinh doanh n trang l mt ngnh c bit rt cn n lc
lng bo v v phi l nhng ngi qua o to bi cc cng ty chuyn nghip.
4.7.4. Phng thc phc v
Bn cnh cc sn phm mu c trng by, cng ty cn tin hnh su tp cc
mu m khc nhau v bin tp thnh Cataloge gii thiu n khch. Nu khch hng
khng tm c nhng sn phm ng th c th xem qua Cataloge t cc mu thit
k ring theo thch.
Ngoi ra khch hng cng c th t thit k mu cho mnh thng qua s gip
ca cc chuyn vin t vn thit k. Khi khch hng c nhu cu v mt dng sn phm
c bit no , cc chuyn vin t vn s tr chuyn, trao i vi khch hng nm bt
nhu cu ca h v t cho ra nhng mu thit k ring. Nhn vin thit k s lm vic
vi khch hng cho n khi h c c mu thit k ng nht. Phng php bn hng
face to face ty i tng khch hng s c nhng dng sn phm khc nhau.
Trc khi hon thin sn phm ta c th s xin kin khch hng mt ln na
m bo s tha mn ti a ca h. V d nh trc khi gn cho sn phm ta cn xin
kin ca khch hng xem h hi lng vi kiu dng thit k hay cha. Vi phng
thc phc v ny cng ty c th cung cp cho khch hng nhng sn phm v dch v tt
nht

4.7.5. Cc dch v bn hng

a) Dch v i km
Cng ty s cung cp nhng dch v i km u i min ph dnh cho khch hng:
nh bng, tn trang trang sc, khc ch, kim tra tru gi v t vn thit k, s
63

dng, bo qun trang sc min ph. y chnh l phn tng thm ca sn phm, phn
phc v cao hn mong i ca khch hng. Dch v ny gip li nhng hnh nh tt
p ca cng ty trong lng khch hng, v h s gii thiu cho ngi thn, bn b v a
ch mua sm kh l tng ny.
b) Hu mi, bo hnh
Khi i hay bn li nhng sn phm do chnh cng ty bn ra, s c mua li vi
mc gi u i (c bng hng dn c th, ghi r cc iu khon i vi tng dng sn
phm nht nh, m bo tnh cnh tranh so vi cc ca hng khc trong khu vc Ph
lc 4).Bn cnh , cng ty cn c hnh thc khuyn mi gim gi hay qu tng i vi
khch hng thn thit hay khch hng VIP.
Mt phn khng th thiu trong cng tc hu mi l dch v bo hnh. Cng ty
cam kt bo hnh sut i cho tt c cc sn phm do cng ty bn ra. Sn phm ca cng
ty bn ra c m bo v cht lng tui vng c giy m bo vng v th bo hnh s
dng. Mi sai hng do li k thut ch tc cng ty c trch nhim sa cha hoc i li
bng sn phm khc. Thng chi ph bo hnh cho sn phm trang sc l khng cao v tt
c ngun nguyn liu u vo ca cng ty c kim sot chc ch nn s rt him c
trng hp h hng t phm cht ca mn hng. Cng tc bo hnh ch yu l sa cha
cc chi tit nh nh hng kha, ri
Theo nh kho st th hn 70% khch hng khng nhn c dch v bo hnh
sn phm trang sc. Mt phn do cc ca hng khng cung cp dch v bo hnh cho sn
phm, mt phn do dch v bo hnh ca cc ca hng khng tt, khng tha mn c
nhu cu ca khch hng. S tr li ca khch hng cho dch v bo hnh sn phm l c
hi cho ta gii thiu v bn cc sn phm mi. Cng ty c th s b qua 70% c hi bn
thm sn phm nu khng thc hin hay thc hin khng tt dch v bo hnh. Do
phi xy dng s chuyn nghip trong cng tc bo hnh sn phm, m bo tha mn
nhu cu v li n tng tt trong lng khch hng.
4.8. Chnh sch Marketing
Nhng cng vic quan trng cn phi thc hin khi thnh lp ca hng kinh doanh
bn l trang sc qu: xy dng h thng nhn dng thng hiu, i ng con ngi, k
64

hoch tip cn th trng, qung b. Mun hoch nh chin lc marketing hiu qu v

thc hin tt cng tc bn hng th ta cn phi xc nh r chc nng, nhim v ca tng
b phn:
- B phn Marketing ch yu tc ng vo ngi tiu dng, ngi tiu th
(consumer) to ra sc ko vi cc chc nng chnh sau: nh hng vo khch hng,
gim st qu trnh cnh tranh, xy dng v pht trin thng hiu, to ra nhng tng
mi, thit k chin lc, ln k hoch.
- B phn Sales ch yu tc ng vo ngi bn hoc khch hng, ngi mua
(customer) to ra sc y vi cc chc nng chnh sau: lp k hoch bn hng bao gm
cc chin lc, chnh sch, th tc; gim st v hun luyn cc hot ng ca i ng
nhn vin bn hng; qun l h thng phn phi, chi ph kinh doanh; thc hin cc
chng trnh nhm thu ht v tha mn ti a nhu cu khch hng.
i vi th trng hng tiu dng qung co l cng c chiu th c ng quan
trng nht cn i vi th trng hng k ngh th cng tc bn hng trc tip l cng c
chiu th c ng quan trng nht, sau mi n khuyn mi, qung co v tuyn
truyn.
4.8.1. Xy dng h thng nhn dng thng hiu
Trong cc chc nng, nhim v ca b phn Marketing th vic xy dng v pht
trin thng hiu c xem l mt trong nhng cng vic quan trng nht. c bit vi
nhng doanh nghip mi thnh lp th cng tc xy dng h thng nhn dng thng hiu
l nhim v hng u. Vi h thng nhn dng thng hiu hon chnh s gip doanh
nghip khng nh v th ca mnh gp phn nng cao hiu qu hot ng.
Hin nay, c nhiu doanh nghip sau mt thi gian hot ng phi xy dng li h
thng nhn dng thng hiu va tn chi ph i khi li to s nghi vn trong khch hng:
khng bit do doanh nghip lm n khng hiu qu chu s ch phi hay thu tm ca
doanh nghip khc? Hay do s thay i trong tm nhn, trong chin lc kinh doanh? L
mt doanh nghip mi gia nhp th trng ta cn phi c tm nhn chin lc trong vic
xy dng h thng nhn dng thng hiu ca mnh. V kinh ph u t cho h thng

65

nhn dng thng hiu l rt ln v s thnh cng hay tht bi ca h thng ny nh

hng n s sng cn ca doanh nghip.
a) Tn cng ty v logo thng hiu
Trc tin l vic t tn cho cng ty, nn chn nhng tn d nh, c ngha,
khng b hiu nhm khi c c bng cc ging khc nhau. Hin nay tn cc cng ty,
nhn hiu thng c t bng ting Anh, thun li trong bun bn giao dch quc t.
V d: Rose Jewelries l mt ci tn hay c th s dng t tn cho ca hng. Rose c
ngha l hoa hng, l c gi p hay hoa khi rt ph hp khi s dng t tn cho mt
nhn hng trang sc v ti th trng Vit Nam hin nay cha c doanh nghip no s
dng tn gi ny
Sau khi chn c tn cho cng ty ta tin hnh thit k logo cho thng hiu.
C th tham kho logo ca cc thng hiu khc v c kt ra logo ring cho cng ty
mnh, hoc c th thu thit k bn ngoi nhng phi m bo truyn ti ti a cc thng
ip n vi khch hng . Cn c s u t cho vic thit k logo v logo cha ng cc
yu t nhn din chnh ca thng hiu: hnh biu tng logo, kiu dng ch logo, mu
sc chun ca logo, cu nh v thng hiu, cch th hin thng hiu bng ch (cch
gi tn thng hiu). Nhng yu t nhn din chnh ca thng hiu nh hng rt nhiu
n cng tc trang tr ni tht ca ca hng, v th ta nn s dng cng mt i ng thit
k cho c 2 cng vic. m bo nm r cc yu cu k thut khi s dng logo nh:
quy nh v t l, kch thc,v tr nh hng, cch t hp mu sc chnh ca thng
hiu, cc phng n dng mu v cc trng hp sai nn trnh.
b) ng dng logo vo h thng nhn din thng hiu
Tt c mi vt dng, phng tin u mang logo, thng hiu ca cng ty. Mt khi
khch hng bc vo ca hng th s lin tc bt gp hnh nh logo ca cng ty v khi
ra khi ca hng th hnh nh thng hiu, logo ca cng ty in su vo tm tr h. Sau
y l mt s ng dng logo vo h thng nhn din thng hiu c th tham kho.
a. Vn phng phm: bng tn nhn vin, danh thip, giy vit th (file in n & file
in t), bao th, giy fax, hp ng ti liu, ba kp h s, ng phc

66

b. Bng hiu: bng hiu v mt tin ca hng, hp n, quy tip tn, bng ch dn,
bng thng tin (ni quy, chnh sch cht lng, bng thng bo), bng cm, bng cnh
bo, bng cho mng, banner
c. n phm qung co truyn thng: t ri, bm qung co, thip mi & bao th,
p phch, b co, qung co tuyn dng
d. Vt phm qung co, khuyn mi: o ma, o ma b, o thun, bng eo, bong
bng, c dy, c ui nheo, ng h, d che, d che c nhn, hp ng ti liu, huy hiu,
ly v lt ly, mc kha, ming lt chut, hp namecard, nn, vit, ti nylon, ti giy
e. Biu mu: ha n, phiu xut kho, phiu nhp kho, t trnh, quyt nh, th
mi, thng bo, giy ngh xc minh, giy ng k sa i thng tin, bng chm cng,
lch cng tc, giy gii thiu, hp ng, giy ngh tm ng, th cm n
4.8.2. Khuyn mi
C nhiu hnh thc khuyn mi s s dng nh gim gi, bn sn phm km qu
tng, rt thm trng thng hay tham gia cc cuc thi ginh gii thng gi tr. Ty tng
i tng khch hng ta s s dng hnh thc khuyn mi khc nhau.
Thng qua cu hi s 22 ca bng kho st ta c th nm r hn quan im ca
khch hng v qung co, khuyn mi. Khi c hi anh/ch thch hnh thc khuyn mi
no sau y: gim gi, tng qu, rt thm trng thng, u i cc dch v i km. a s
khch hng chn hnh thc qu tng v gim gi. Nhng ngi hi ng tui li chn
hnh thc u i cc dch v i km .Cn hnh thc rt thm trng thng th mang tnh
may ri nn h cng khng thch.
Cng ty s ch trng s dng hnh thc tng qu v u i cc dch v i km. Vi
hnh thc ny cng ty ngm y khch hng vo t th s dng ti a cc sn phm dch
v ca mnh ng thi khc ha hnh nh thng hiu ca cng ty trong tm tr ca khch
hng. Khch hng c th s dng hoc biu sn phm qu tng, dch v cho bn b ngi
thn thng qua khch hng tr thnh lc lng trung gian qung b sn phm hng
hu ca cng ty.
Khch hng thng c ci nhn khng thin cm vi hnh thc bn hng gim gi,
v h ngh rng nhng sn phm bn gim gi ch yu l hng tn, hng km cht lng;
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hoc cc cng ty nim yt gi sn phm cao hn thc t ri bo l bn gim gi thc cht

l mt chiu la khch hng. Hn na nu ta s dng hnh thc gim gi ng nh bn
cht ca n ch c tc dng y mnh tiu th hng ha, tng doanh s m khng tng li
nhun, khng pht huy vai tr qung b sn phm, thng hiu. Trong khi hnh thc
khuyn mi tng qu th c th thc hin c 2 nhim v trn, vi cc vt phm khuyn
mi ta c th xy dng nn c mt h thng nhn dng thng hiu (o ma, bng eo,
mc kha, nn, vit). V qu tng thng l nhng vt c ngha tng trng mang
hnh nh logo thng hiu ca cng ty v khng tn nhiu chi ph cho vic sn xut ra
chng.
xy dng mt chin lc Marketing c hiu qu th ta cn bit NTD thng
mua hng vo nhng dp no tung ra cc chng trnh khuyn mi, qung co ng
thi im, nh ng tm l khch hng.
Thng qua cu hi s 14 ta bit c rng NTD thng mua trang sc vo nhng
dp l, tt, ci hi hay c thu nhp bt ng. Do cng ty s tung ra cc chng trnh
khuyn mi vo nhng dp l tt, ma ci tng kh nng cnh tranh thu ht khch
hng. Cn v qung co th thng c tung ra trc thi gian cao im to s ch
ca khch hng.
4.8.3. Qung co
Khng nn u t qu nhiu vo qung co trn truyn hnh, radio, hay phim nh
qung co chuyn dng v tn nhiu chi ph nhng khng mang li hiu qu cao. Tuy
nhin, ta cng phi thc hin mt s qung co thng bo, khng nh s tn ti, hot
ng ca cng ty nh hnh thc t ri, qung co trn cc tp ch v thi trang, mua sm,
trn website c uy tn trong lnh vc vng trang sc ca Vit Nam. Nh website ca Hi
M Ngh Kim Hon TP.HCM www.hmnkhtp.com hay qung co trn Nhng Trang Vng
Vit Nam www.yp.com.vn .
4.8.4. Tuyn truyn
Cng tc vi gii bo i vit cc trang v lm p, mua sm thng qua cc
bo i s c cc bi vit hay phng s v ca hng ca chng ta, hay ch n gin l
dng tn, a ch, s in thoi ca ca hng c ghi vo bi nh l mt a ch ng tin
68

cy mua sm. Nh cc chuyn mc Thi trang v cuc sng, Cm nang mua sm

ca i truyn hnh Tp.HCM hay cc chuyn trang mua sm, lm p ca tp ch Th
Gii Ph N, Tip Th v Gia nh Vi hnh thc ny doanh nghip khng phi b ra
s tin ln nh qung co m li em li hiu qu cao. Bi v nhng thng tin n vi
khch hng c xem nh l nhng tin tc, nhng kinh nghim khng phi nhng thng
tin qung co nn d chim c lng tin t khch hng.
4.9. Chin lc nh gi sn phm
Ngy nay, nhiu ngi tiu dng Vit Nam coi n trang l mt hnh nh ca
thi trang ch khng phi nhng mn c gi tr trao i. H chp nhn tr tin cho
mn n trang bao gm c gi tr vt cht, gi tr thi trang v gi tr hnh nh thng hiu
ca mn hng.
Trong tng lai khng xa, i tng khch hng tht s quan tm n n trang cao
cp s tng cao.Vi i tng khch hng trung v cao cp th yu t gi r khng nh
hng nhiu n quyt nh mua hng. M iu quan trng l h c thch mn sn phm
hay khng? Sn phm c to nn cho h s khc bit hay khng? Mun nh vy phi u
t nhiu cho sn phm v cc dch v bn hng. Chnh iu ny y gi ln cao, v c
nh vy mi b p c chi ph u t ban u cho h thng nhn dng thng hiu,
qung co, khuyn mi v chi ph bn hng.
Da trn mt bng gi n trang cao cp ti Diamond, Parkson, Thng x Tax...ta
c th a ra mc gi ph hp cho ca hng ca mnh. Cc ca hng n trang cao cp
thng bn sn phm vi gi gp 2 n 5 ln gi vn u vo. Gi vng trang sc gp hn
3-4 ln gi nguyn liu vn, cn gi th c t l thp hn 2-3 ln hay xp x gi nguyn
liu vn.
Ta s dng phng php nh gi ht vng th trng (nh gi cao) thu ht
mng th trng khng nhy cm vi gi v m bo b p khong chi ph b ra. Hn
na, rt kh on c gi vn ca sn phm n trang nu khng phi ngi trong ngh,
nn ta c th nh gi cao cho cc sn phm. Ta c th nh gi cc mc sau: gi bn /
gi vn = 1,5 n 3 ln, c bit hng c th gi bn / gi vn = 4 n 5 ln. c th
m bo hiu qu hot ng kinh doanh khi nh gi sn phm cao th sn phm ca hng
69

phi phong ph, a dng, c o v to c phong cch, c bit c nhiu loi , nht
l l, bn qu. Cc loi ny khng c mt bng gi chung nn kh nng thu li
cao thng qua ti ngh ch tc ca cc ngh nhn.
4.10. Tng kt chun gi tr v hoch ton kinh ph cc hot ng ca ca hng
4.10.1. Tng kt cc chun gi tr ca ca hng
Bng 4.8. Tng Kt Cc Chun Gi Tr ca Ca Hng
STT Cc yu t
1

Sn phm

Yu cu chun gi tr
-a dng, phong ph v mu m, kiu dng, cht liu
-Thit k c o tinh xo, th hin c tnh v ng cp
-m bo cht lng, ng tui, ng chng loi, ng ngun gc

Gi c

Cnh tranh th trng trung v cao cp

-a im thun li, nm khu vc trung tm ca th trng
-Ca hng thit k trang tr c o, sang trng

Phn phi

-Nhn vin chuyn nghip, vui v, nhit tnh, c o to

-Phng thc phc v chuyn nghip, tha mn ti a nhu cu
khch hng, quy nh chnh sch c th, r rng
-Thc hin tt cc dch v bn hng, dch v i km, hu mi
-Xy dng h thng nhn dng thng hiu ton din

Chiu th

-Khuyn mi nh mnh vo hnh thc tng qu theo ch im

-Qung co t ri, pan, ap-phic, tp ch, website
Ngun: iu tra tng hp

Nhng im to nn s khc bit, ni bt ca ca hng so vi cc ca hng khc:

_ Mu m c su tm t nhiu ngun khc nhau, sau c bin tp li thnh
cataloge nn khch hng s c nhiu s la chn.
_ Sn phm c ch tc bi nhng ngh nhn c tay ngh cao, ngh thut ch tc
tinh xo.
_ m bo cht lng sn phm: tui vng, ngun gc v phm cht ca .
_ Hnh thc bn hng Face to Face, t vn s dng v thit k ring cho khch
hng c nhu cu.
70

_ Thit k ca hng, by tr sn phm sang trng, c o to cho khch hng

khng gian tht thoi mi v an ton khi n mua sm.
_ Xy dng mt h thng nhn din thng hiu ng b v ton din.
_ i ng nhn vin chuyn nghip, vui v v nhit tnh.
_ Cc dch v, chnh sch chm sc khch hng, hu mi, khuyn mi hp dn.
4.10.2. Hoch ton kinh ph cho k hoch kinh doanh c th
Sau y l bng hoch ton kinh ph cho mt k hoch c th da trn tt c nhng
kt qu phn tch tng hp v bng tng kt chui gi tr ca hng (Bng 4.9)

Bng 4.9. Hoch Ton Chi Ph u T C Bn

n v: Triu ng
CHI PH U T C BN
STT
Khon mc
Gi tr
1 Chi ph xy dng ca hng
150
T vn thit k
10
71

Din gii

Ph xy dng, sa cha
Ni tht
H thng chiu sng, trang tr
2 Trang thit b, dng c
My vi tnh
My tnh tin
My fax
Kt st
Cn
My kim tra cht lng
Dng c chuyn dng
3 H thng nhn dng thng hiu
Thit k logo
Pan, ap-phch
Hp n, bng hiu

60
45
35
50
5
6
5
8
8
8
10
50
10
5
10

Vn phng phm

Quy t, bn gh
n, tranh, hoa cy cnh
HP, tnh nng trung bnh
L Ph Vinh, c nh
Sharp UX-106
i Loan, c va
c
c
Sa cha, bo hnh sn phm
Thu t vn thit k
Qung co, khuyn mi
Thit k ng b vi logo
ng phc, giy, vit, kp h

10 s, bao th
Cataloge, t ri, bm qung

n phm qung co tuyn truyn

4 Ph thnh lp doanh nghip
5 TNG

15 co, thip mi
10 T vn php lut, cc khon ph
210
Ngun: iu tra tng hp

Bng 4.10. Hoch Ton Chi Ph Hot ng Bnh Qun Ca Doanh Nghip
n v: Triu ng

STT
1

CHI PH HOT NG BNH QUN

Gi tr bnh qun
Khon mc
Thng
Nm
Chi ph thu mt bng
35
Lng
21
-Bo v (2)

420
252

24

-Nhn vin bn hng (3)

2.5

30

-Th sa cha, bo hnh (1)

2.5

30

-Chuyn vin t vn (1)

48

-K ton (1)
Ph dch v

3
5

36
60

-in, nc

2.5

30

72

-in thoi, internet

2.5

30

Chi ph Marketing

4.2

50

-Qung co

1.7

20

-Vt phm qung co, khuyn mi

Linh tinh
TNG

2.5
30
1
12
66.2
794
Ngun: iu tra tng hp

Theo iu tra kho st th chi ph bnh qun mi ngy cho s tn ti ca mt ca

hng khu vc trung tm Si Gn l khong 3 triu ng/ngy. T 2 bng d tr kinh ph
4.9 v 4.10 ta cng thy:
Ch ph bnh qun mi ngy = ( Chi ph u t c bn + Chi ph hot ng)/360
Ch ph bnh qun mi ngy = (210 + 794)/360 = 2.788 Triu (ng/Ngy)
Vi mc gi bnh qun gp 2.5 ln so vi gi nguyn liu u vo th i hi mi
ngy doanh nghip phi bn c khong 11 triu ng mi b p cho chi ph tn ti
mi ngy. Nu doanh thu mi ngy vt ngng ny th doanh nghip s bt u c li.
4.10.3. D n thu nhp cho nm u hot ng ca doanh nghip
-S dng phng php khu hao u (khu hao theo ng thng) cho cc khon
u t c bn.
-Gi bn bnh qun gp 2.5 ln gi nguyn vt liu u vo.
-Chi ph gia cng ch tc chim 35% gi tr nguyn vt liu.
-Do tui th khng cao nn h thng nhn din, trang tr ni tht ca ca hng cn
phi c sa cha v thay th sau khong mt n mt nm ri. Hu nh phi lm mi
ton b h thng, nn khon thanh l thu hi xem nh khng c. V vy doanh nghip
phi m bo thu hi vn sau khong mt nm hot ng.
-D on doanh s bnh qun mi ngy l 12.5 triu tng ng 375 triu mt
thng (thng tnh 30 ngy). Thng u khai trng d on s nhn c s ng h ca
ngi thn nn doanh s s kh cao. Trong nhng thng k tip th doanh s s thp hn
do ca hng mi thnh lp cha c nhiu ngi bit n. T khong thng th nm tr
i doanh s bt u tng u do hiu qu ca hot ng qung co v h thng nhn dng
73

thng hiu. Tuy nhin nu bt u hot ng vo thng 10, doanh nghip s c c li

th v sp vo ma cao im.
-Chi ph thu mt bng: a trc 3 thng v s c tnh khu tr cho 3 thng
cui k hn.
-Chi ph Marketing ch yu tp trung vo thng u tin khai trng, ra mt ca
hng v nh v thng hiu chim lnh th trng. Ngoi ra t khuyn mi, qung co
cn tp trung vo cc thng 12, 1, 2, 3 l cc thng c nhng ngy c bit nh Ging
sinh, Ngy L Tnh Nhn 14/2, Ngy Quc T Ph N 8/3 v Tt Nguyn ng. Thi
gian ny c xem l ma mua sm trang sc trong nm nn cn phi u t nhiu cho
hot ng khuyn mi, qung co. Hn na nu doanh nghip bt u hot ng vo u
thng 10 th hiu ng qung co thng 10 s ko di cho thng 11 v 1

74

Bng 4.11. D n Thu Nhp Hng Thng Trong Nm u Hot ng

D N THU NHP HNG THNG TRONG NM U HOT NG
KHON MC
Doanh s
Chi ph NVL
Chi ph gia cng
Gi vn hng bn
Li nhun gp
LNG tch ly
Xy dng ca hng
Trang thit b
H thng nhn dng
Ph thnh lp DN
Thu mt bng
Lng nhn vin
Ph dch v
Marketing
Linh tinh
Tng chi ph
LN (l) trc thu

Thng
10
420
168
58.8
226.8
193.2
193.2
12.5
4.17
4.17
0.83
140
21
5
16.66
1
205.33
-12.13

Thng
11
300
120
42
162
138
331.2
12.5
4.17
4.17
0.83
35
21
5
0
1
83.67
54.34

Thng
12
375
150
52.5
202.5
172.5
503,7
12.5
4.17
4.17
0.83
35
21
5
8.33
1
92.00
80.50

Thng
1
300
120
42
162
138
641,7
12.5
4.17
4.17
0.83
35
21
5
8.33
1
92.00
46.00

Thng

Thng

2
3
450
390
180
156
63
54.6
243 210.6
207 179.4
848,7 1028.1
12.5
12.5
4.17
4.17
4.17
4.17
0.83
0.83
35
35
21
21
5
5
8.33
0
1
1
92.00 83.67
115.0 95.74

Thng

Thng

n v: Triu ng
Thng

Thng

Thng

Thng

4
5
6
7
8
9
330
330
360
375
390
390
132
132
144
150
156
156
46.2
46.2
50.4
52.5
54.6
54.6
178.2 178.2 194.4 202.5 210.6 210.6
151.8 151.8 165.6 172.5 179.4 179.4
1179.9 1331.7 1497.3 1669.8 1849.2 2028,6
12.5
12.5
12.5
12.5
12.5
12.5
4.17
4.17
4.17
4.17
4.17
4.17
4.17
4.17
4.17
4.17
4.17
4.17
0.83
0.83
0.83
0.83
0.83
0.83
35
35
35
0
0
0
21
21
21
21
21
21
5
5
5
5
5
5
0
0
0
8.33
0
0
1
1
1
1
1
1
83.67 83.67 83.67 57.00 48.67 48.67
68.14 68.14 81.94
115.5 130.7 130.7

Ngun: iu tra tng hp

75

CHNG 5
KT LUN V NGH

5.1. Kt lun
N trang Vit Nam l mt th trng y tim nng, sc mua ca th trng tng
i ln. Ngi tiu dng Vit Nam coi n trang l mt hnh nh ca thi trang ch
khng phi nhng mn c gi tr trao i. Trong tng lai khng xa, i tng khch
hng tht s quan tm n n trang cao cp s tng cao.
S nh hng ca gi vng n n trang l khng ng k bi vi s tin b ca
cng ngh ch tc, ngi ta c th lm ra nhng mn trang sc nhn tng nh phi s
dng rt nhiu nguyn liu nhng thc cht li dng rt t. V li, vi n trang cao cp,
gi tr thi trang, cht lng v gi tr thng hiu ng vai tr quyt nh v gi c.
K hoch tp trung phn tch v xy dng chui gi tr ca ca hng v sn
phm, gi c, hu mi, chm sc khch hng phc v cho phn khc trung v cao cp.
Bn cnh vic tha mn gi tr ct li, c th ca sn phm nh cht lng, c tnh, mu
m, nhn hiu, bao b Doanh nghip c bit quan tm n gi tr tng thm ca sn
phm to s phn bit gia sn phm ca cng ty vi sn phm ca cng ty khc l
h thng nhn din thng hiu v cc dch v bn hng.
Mc d th trng trang sc cn nhiu bt cp nhng sau khi nh gi cung cu th
trng, nghin cu, phn tch hnh vi khch hng. Ta thy vic thnh lp ca hng kinh
doanh bn l n trang cao cp ti khu vc ch Bn Thnh - Trung tm n trang Si Gn,
Q1, Tp.HCM rt c tim nng, ha hn mang li hiu qu cao.

Hn ch ca kha lun
- Thng tin th cp nghin cu sn ca ngnh kim hon rt hn ch nn phi tin
hnh tm hiu nghin cu ch yu qua d liu thng tin s cp. y l mt kh khn rt

ln cho vic phn tch nh gi th trng v tin nng pht trin ca doanh nghip. Nn
trong qu trnh phn tch c mt s nhn xt, nh gi hi mang tnh ch quan.
- Vi 100 bng cu hi th thng tin s cp thu thp c khng th no nh gi
ng ht c bn cht ca th trng. Nu c iu kin nn thc hin kho st vi s
mu ln hn nng cao chnh xc ca thng tin.
- Kha lun ch mi thc hin mt ci nhn bao qut v k hoch v d tr kinh ph
s b, thc t i hi phi chi tit hn, c th hn.
5.2. ngh
5.2.1. i vi cc doanh nghip trong ngnh
-Thng nhn phi nng cao ch tn hn na thng qua vic bn vng ng tui.
Mong rng mi thng nhn trong ngnh kinh doanh vng n trang trung thc hn trong
vic ng du hm lng vng, tui vng trn tng sn phm, sm chm dt tnh trng
mp m tui vng nh hin nay.
-Cn hng dn ngi tiu dng cch xc nh gi tr n trang (gm gi tr vng v
tin cng) hn ch tnh trng gim tui vng gy thit hi ngi tiu dng.
-Cc DN Vit Nam cn c s hp tc cht ch vi nhau, cn c mt hip hi nng
ng hn gip cc DN chia s thng tin v cng pht trin trn th trng quc t.
5.2.2. i vi c quan nh nc
-Cc c quan chc nng cng nn c bin php tr gip ngi tiu dng bng cch
thng xuyn kim tra phng tin o c, gim nh tui vng ti mi doanh nghip,
ca hng kim hon.
-Nh nc phi ban hnh tiu chun vng n trang lm c s x pht.
-Nhng doanh nghip kinh doanh vng s phi thng nht s dng mt chun
ch tc vng bc trang sc.
-Qui nh nh sn xut phi ng tui vng ln n trang theo ng hm lng vng
dng sn xut.
-Nn thnh lp trung tm kim nh chun vng kim nh n trang nhm bo
v ngi tiu dng. Cc doanh nghip s c Trung tm ny cp chng th c gi tr
php l cho sn phm lu thng trn th trng.
77

TI LIU THAM KHO

David H. Bangs. JR, 2004. Hng dn lp k hoch kinh doanh (Phan Thng & Trn
on Lm). Nh xut bn Lao ng X Hi, H Ni, Vit Nam, 286 trang.
L Th Gii (ch bin), Nguyn Xun Ln, ng Cng Tun, L Vn Huy v Nguyn Th
Bch Thy, 2006. Nghin cu Marketing l thuyt v ng dng. Nh xut bn
Thng K, 194 trang.
B sch qun tr Marketing - Business Edge. Nghin cu th trng gii m nhu cu
khch hng. Nh xut bn Tr, 136 trang.
Philip Kotler, 2003. Qun tr Marketing (V Trng Hng, hiu nh Phan Thng). Nh
xut bn Thng K.
Trn nh L. Marketing cn bn. Khoa Kinh T, Trng i Hc Nng Lm TP.HCM
Phm Th nh Tuyt, 2007. Pht trin knh truyn thng cho nhn hiu n trang bc
PNJSilver cng ty c phn vng bc qu Ph Nhun PNJ. Lun vn tt
nghip C nhn Kinh t, i hc Nng Lm, TP. H Ch Minh, Vit Nam

78

PH LC 1

PHIU THM D KIN KHCH HNG

Xin cho anh/ch! Ti l sinh vin ang thc hin ti nghin cu s tho mn ca
khch hng trong dch v mua bn trang sc qu . Rt mong nhn c s cng tc
nhit tnh ca anh/ch ci thin cht lng phc v khch hng.
Cu hi 1: Anh/ch c thng mua trang sc, qu khu vc ny khng (khu vc
ch Bn Thnh, Q1, Tp.HCM) ?
mi ngy(rt thng xuyn)

mi tun(kh thng xuyn)

mi thng(thng xuyn)

mi qu - 3 thng(thnh thong)

mi 6 thng(him khi)

Khc: ................................................

Cu hi 2: Anh/ch thng mua trang sc cc ca hng thuc nhm no sao y?

Cc chui ca hng trang sc ca mt cng ty (PNJ, SJC, Bo Tn.)
Nhng trung tm thng mi (Parson, Diamond Plaza.)
Siu th (Co-orp Mark, City Mark, .)
Tim vng t nhn
Cc ch khc (Ch Ln, Ch An ng, Ch B Chiu, Ch Tn Bnh.)
Cu hi 3: Anh /ch thng mua sn phm n trang ca thng hiu no?
...
Cu hi 4:Anh/ch vui lng cho bit l do chn mua trang sc ca thng hiu trn?
(c th chn nhiu p n)
Ch mua li, thu li hp l

Nhn vin phc v tn tnh, vui v

D tm mua

Gi c hp l

Thit k p, hp thi trang

Mu m c o

Thng xuyn c mu m mi

Sn phm bn, khng bin dng, phai mu

Ph hp gii kinh doanh thng mi Ph hp vi gii tr

Quy t nhiu thng hiu ni ting

C nhng mn hng sang trng cao cp

 Khc:
Cu hi 5: Anh /ch thch nhm sn phm no?
Kim cng

Saphire

Ngc trai

Ruby

Ngc cm thch

Emerald

Cu hi 6: Anh /ch thng dng cch no kim tra cht lng ca sn phm?
Khng kim tra li v rt tin tng vo uy tn ca ca hng
Ch nhn bng mt da vo cc k hiu trn sn phm v kinh nghim bn thn
Dng mt s bin php kim tra n gin nh th bng axit,c ,knh lp...
Da vo giy chng nhn bo hnh sn phm
Kim nh bng my o t trng x l bng ton hc
Gim nh vng vi cng ngh ph k hunh quang tia X th h mi
Cu hi 7: Khi c nhu cu bn li sn phm anh/ch thng n u?
Chnh ca hng bn ra sn phm
Bt k ca hng no thun tin
Cu hi 8: Cc yu t di y nh hng n quyt nh la mua trang sc ca
anh/ch nh th no? (khoanh trn vo la chn thch hp)
Khong mc
nh rt nhiu
Kiu dng, mu m phong ph, mi
5
4
Cht lng sn phm
5
4
Ga c hp l
5
4
Thng hiu
5
4
Dch v/ phc v
5
4
nh hng ca ngi thn
5
4
C khuyn mi,gim gi
5
4
nh hng ca ngi ni ting
5
4
nh hng ca qung co
5
4
nh hng ca ngi thn
5
4
Nhn vin bn hng gii thiu
5
4
Bn b ngi i theo ni thm vo
5
4

3
3
3
3
3
3
3
3
3
3
3
3

Khng nh hng
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1

Cu hi 9: Anh /ch thng mua trang sc vo nhng dp no?

Sinh nht

L /tt

C thu nhp bt ng

 Ci hi

Lm qu tng

Chun b tham d l hi

L tnh nhn

Ging sinh

Khi c bb su tp mi

Ngy 8/3

Ngy khai trng

Khc:

Cu hi 10: Anh/ch quan nim th no v n trang?

Phng tin ct gi

Phng tin biu hin n tnh Lm p cho bn thn

Mang n s may mn Th hin v tr x hi/ng cp Tha mn ci ti

Cu hi 11 : Anh ch c thi quen mua n trang no sao y?
Ti ch mua nhng ni gn nh

Ti mua nhng ni thun tin

Ti sn sng i xa chn mua n trang ng

Khc (c th):

Cu hi 12 : Anh /ch tng nghe n nhng thng hiu no sao y?

Bo Tn

PNJ

Cu Long

Bo Tn Minh Chu

SJC

Bo Ngc

Mi Hng

Thng Long

AAA

Ngc Thm

Kim Hon Thanh Nin (YTJ)

Cu hi 13 : Nhng kin thc v bo qun trang sc anh ch hc c t u?

Sch bo, tp ch

Truyn hnh, radio

Kinh nghim bn thn

Hc hi t bn b, ngi thn

Hng dn ca ngi bn hng

Cu hi 14 : Anh ch thng mua trang sc vi mc gi khong bao nhiu?
< 1 triu

1-2 triu

2-3 triu

3-5 triu

5-7 triu

7-9 triu

9-12 triu

>12 triu

Cu hi 15 : Anh /ch c thng s dng dch v bo hnh cho sn phm trang sc?
C

Khng

Cu hi 16 : Anh /ch thch hnh thc khuyn mi no sau y?

Gim gi (phiu u i gim gi cho cc ln mua sau)
Qu tng (nhng mn qu nh i km)
Rt thm may mn (c c hi nhn c nhng mn qu rt c gi tr)
u i cc dch v i km (nh bng, tn trang trang sc, khc ch.)

Cu hi 17 : Anh/ch cho bit nh s dng sn phm trong tng lai, bng cch
cho im vo cc la chn. (Cch cho im : 5 quan tm rt nhiu, 4 quan tm nhiu, 3
quan tm va phi, 2 t quan tm, 1 rt t quan tm, khng quan tm th khng cho im.)
Ch tiu

Vng

Vng

Vng

Vng

Vng

Vng

24k

18k

trng

mu

trng

2 mu

18k

14k

14k

(vng,

Bc

trng)
C gn kim cng
C gn qu
C gn bn qu
C gn nhn to
Trn khng gn
V cui cng, xin anh/ch vui lng cho bit mt vi thng tin c nhn:
- H v tn :
- a ch: ..
- Ngh nghip :... - Tui (*):
- Trnh hc vn:.
- Tnh trng hn nhn:

c thn

kt hn

ly d/ ga

- Tnh trng con ci:

c con

cha c con

S con:

- Mc thu nhp bnh qun/ thng

<1.5 triu

1.5 2.5 triu

2.5 3.5 triu

3.5 4.5 triu

4.5 5.5 triu

5.5 6.5 triu

6.5 7.5 triu

7.5 8.5 triu

8.5 9.5 triu

>9.5 triu

(*) nh gi theo cm quan ca ngi phng vn theo cc khong sau:

15 - 25 tui
>55 tui

25 -35 tui

35 - 45 tui

45 - 55 tui

Bch
kim

PH LC 2

A CH T VN THIT K & TRANG TR NI THT

1. M LAI - CTY TNHH NI THT M LAI
a ch: 165/4 NGUYN S SCH, P.15, Q.TB, TP. HCM
in thoi: (08)8159157

Fax: (08)8159137

2. CTY TNHH TM TRANG TR NI THT THNH VINH

a ch: 390-392 NGUYN TH MINH KHAI, P.5, Q.3, TP. HCM
in thoi: (08)8343818

Fax: (08)8343819

3. CTY TNHH TRANG TR NI THT MC I

a ch: 512 Cng Ha, P.13, Q.Tn Bnh, TP. HCM
in thoi: (08)2974510

Fax: (08)2974513

4. CTY TNHH TRANG TR NI THT VN TN T

a ch: 143/20 G Du, P.Tn Qu, Q.Tn Ph, TP. HCM
in thoi: (08)5591387

Fax: (08)4081006

5. TN VIT M - CTY TNHH TN VIT M

a ch: 246 Nguyn Th Minh Khai, P.6, Q.3, TP. HCM
in thoi: (08)9301764

Fax: (08)9301764

6. CTY TNHH SN XUT TRANG TR NI THT MALUX

a ch: 725/6 Trng Chinh, P.Ty Thnh, Q.Tn Ph, TP.HCM
in thoi: (84.8)2970436

Fax: (848)2970422

7. CTY TNHH THM GIAO

a ch: 79B, L Thng Kit, P.8, Q.Tn Bnh, TP.HCM
in thoi: (08)2118004
8. CTY XY DNG V TRANG TR NI THT CAO TC
a ch: 161 Nguyn Cu Vn, P17, Q.Bnh Thnh, TP.HCM
in thoi: (08)5144002

Fax: (08)5144003

PH LC 3

GIAO DCH V BO HNH VNG, QU

iu I: Quy nh chung m bo quyn li cho khch hng v uy tn Cng ty.
a. ngh qu khch cn li hng, kim tra li tin trc khi ra khi quy. Tin v hng
sau khi mang ra khi quy Cng ty khng m bo s khiu ni sai hoc thiu.
b. Qu khch gi li giy m bo, bo qun gi li du bn hiu ng trn sn phm lm
cn c khi i hoc khi bn li c hng cc u i ca quy ch ny. Nu khng c
giy m bo hoc u ca bn hiu ng trn sn phm, Cng ty s mua hoc trao i
theo gi giao dch hin hnh.
c. Mi hnh thc giao dch mua, bn, trao i trong quy ch ny c p dng theo gi
hin hnh.
iu II: i vi vng ta 98% Au 99,9%Au v 99,99%Au.
a. Cc loi vng khi, vng ming, nhn trn, hng trang sc m ngh ca Cng ty
bn ra c mua li vi gi u i:
- Hng trang sc m ngh mua t 1 n 2 ngy, cha s dng, cn mi, nguyn vn, qu
khch bn hoc i li c hon 100% tin cng; Gi vng c p dng theo thi gi
giao dch hin hnh i vi trng hp bn li, trng hp i hng c tnh u tin i
sang ngang sn phm khc cng trng lng vng.
- Hng trang sc m ngh mua qu 2 ngy, Cng ty mua li theo gi giao dch hin hnh,
khng tnh cng ch tc; khi i hng, Qu khch c u tin i sang ngang sn phm
khc cng trng lng vng v khng tnh cng ch tc sn phm c.
- Cc loi ngc thin nhin c gi tr trn 100.000, nu cn nguyn vn, khng try
xc, nt v, Cng ty mua li 60% theo gi giao dch hin hnh.
b. Qu khch mua, bn, trao i vi s lng ln c tnh gi u i.
c. Cng ty khng mua li nhng mt hng m ngh dng trang tr
iu III: i vi bc mua li theo gi nguyn liu
iu IV: i vi vng ty (vng mu hoc trng) t 58,3% Au n 75% Au.

a. Trang sc Qu khch mua ca Cng ty khi bn hoc i sang hng khc m vn

cn nguyn vn, mi 100% s c Cng ty bo lu tin cng nh sau:
- Hng mua t 1 n 2 ngy, khi bn hoc i sang hng khc, c hon li hoc bo
lu 100% tin cng.
- Hng mua t 3 n 10 ngy, khi bn c hon li 80% tin cng; i sang hng khc
c u i bao lu 95% tin cng.
- Hng mua t 11 ngy n 1 thng, khi bn c hon li 70% tin cng; i sang hng
khc c u i bo lu 85% tin cng.
- Hng mua qu 1 thng n 3 thng, khi bn c hon li 55% tin cng; nu i sang
hng khc c u i bo lu 70% tin cng.
- Hng mua qu 3 thng, Cng ty mua li theo gi vng ti thi im giao dch hin hnh
v khng bo lu tin cng ch tc.
b. Hng ca Bo Tn Minh Chu ch tc, nu c, gy, hng, khi mua li hoc i sang
hng khc c tnh nguyn gi tr tui vng(Au) khi Qu khch mua.
c. i vi cc loi vng trn th trng, Cng ty s kim tra li bng my cn th vng,
mua ng theo tui vng ca sn phm v thi gi giao dch hin hnh.
d. Cc loi ngc thin nhin, nu cn mi, nguyn vn, khng try xc, rn nt
c mua li 70%; trng hp i hng, c tnh u i 75% gi tr. Trng hp b c,
xc, bin dng hoc cng nghip, Cng ty khng mua li hoc mua li theo gi tho
thun.
iu V: Vng ty nhp t nc ngoi, vng cng ngh , cng ngh Hn Quc, v
cc trang sc cao cp gn ca Cng ty.
a. Hng cn nguyn vn, mi 100% c Cng ty mua li nh sau :
- Hng mua t 1 n 2 ngy, khi bn hoc i sang hng khc c gi tr tng ng
c bo lu 100% gi tr.
- Hng mua t 3 10 ngy, khi bn c mua li 85%; i hng c gi tr tng ng
c bo lu 90% gi tr.
- Hng mua t 11 ngy n 01 thng, khi bn c mua li 80%; i hng c gi tr
tng ng c bo lu 85% gi tr.

- Hng mua qu 1 thng n 3 thng, khi bn c mua li 75%; i hng c gi tr tng

ng c bo lu 80% gi tr.
- Hng mua qu 3 thng, Cng ty mua li theo phng thc sau :
+ Hng cn mi nguyn vn, khng gy hng, try xc, bin dng mua
li 70% (i vi trang sc ngoi nhp v trang sc cao cp gn ) v 75% (i vi trang
sc Cn , Cn Hn Quc, Cn Nga); nu i hng s c hng mc gi u i.
+ Hng s dng c, c mua theo gi tr cn li ti thi im lc bn li.
b. Cc loi ngc c, xc, bin dng, Cng ty khng mua li hoc mua li theo gi
tho thun.
c. Cc loi ngc ri, mua li theo thm nh v gi tha thun.
iu VI: i vi kim cng.
a. Hng cn nguyn vn nh mi c Cng ty mua li nh sau:
- Hng mua trong 1 ngy khi bn li Qu khch chu mi chi ph kim nh cht lng;
trng hp i sang sn phm khc gi tr tng ng c bo lu 100% gi tr.
- Hng mua t 2 ngy n 10 ngy c tnh nh sau:
+ Kim cng t 4,5mm tr ln mua li 95%, i hng c u i bo lu 97%.
+ Kim cng t 3,5mm n 4,49mm mua li 90%, i hng c gi tr tng ng c
u i bo lu 92%, i hng c gi tr ln hn c u i bo lu 95%.
+ Kim cng t 2,5mm n 3,49mm mua li 85%, i hng c gi tr tng ng c
u i bo lu 87%, i hng c gi tr ln hn c u i bo lu 90%.
+ Kim cng t 2,49mm tr xung mua li 80%, i hng c gi tr tng ng c
u i bo lu 82%, i hng c gi tr ln hn c u i bo lu 85%.
-Hng mua qu 11 ngy c tnh nh sau:
+ Kim cng t 4,5mm tr ln mua li 85%, i hng c gi tr tng ng c u i
bo lu 90%, i hng c gi tr ln hn c u i bo lu 95%.
+ Kim cng t 3,5mm n 4,49mm c mua li80%, i hng c gi tr tng ng
c u i bo lu 85%, i hng c gi tr ln hn c u i bo lu 90%.
+ Kim cng t 2,5mm n 3,49mm mua li 75%, i hng c u i bo lu 80%.
+ Kim cng t 2,49mm tr xung mua li 70%, i hng c u i bo lu 75%.

PH LC 4

CCH BO QUN TRANG SC

Bc u tin trong vic lm sch cc loi qu l bit c cng ca n.
Kim cng c cng nht cn ngc mt mo th mm nht. gi c mn qu
gi ca mnh c bn lu, hy lm theo cc ch dn sau.
Nguyn tc c bn l: chi sch, dng bt lng k mt. c ra, dng bn
chi ca tr em. Cc loi sau c xp theo th t t cng n mm.
1. Kim cng: Ngm vo dung dch gm 2 phn nc m v 1 phn amoniac trong
vi pht. C ra bi bn. Trng nc v lau kh. Ch ct tng vin ring bit. Kim
cng rt cng, n c th lm xc hoc nt nu c chung trong hp.
2. Ngc bch, hng ngc, thch anh tm, peridot, tanzanite: Nhng tng loi trong
hn hp nc m pha vi nc ra bt loi nh. C nh nhng, trng qua v lau kh.
3. Ngc lc bo: Ngm trong nc c nhit phng v chi nh nhng, kh.
Khng bao gi dng nc nng hoc c x phng. Hu ht ngc lc bo c vt nt rt
nh trn b mt v c ph du hoc nha trong qu trnh ch tc. Nc nng c bt s
loi b nhng ch lp ny v lm l ra vt nt.
4. Ngc mt mo: Dng ming vi mm thm x phng lau ra. Phi cn thn khi
ct gi nhng vin ng nh ny, chng rt d b st m. Lu , ngc mt mo cn ht
m trong khng kh, nu khng chng s nt, v vy ct trong hp thng thong v m
thng xuyn. Khng nn ct trong hp kn mt nh kt st.
5. Ngc lam: Lau bng ming vi mm, kh. Khng bao gi dng cht ty ra.
Vin c th ht cht lng v mt mu. Cn lau thng xuyn gi mu.
6. Ngc trai: Cho d l tht hay gi, th ngc trai cng d v v mt bng. l
l do v sao bn nn xt nc hoa v trang im trc khi eo n ln ngi. Lau ngc trai
bng ming vi m, mm sau mi ln eo loi b bi bn t m phm bm vo. lau
sch hn, nhng bn chi vo hn hp nc m v x phng nh, ri chi quanh vin
ngc trai. Lau bng ming vi m v t kh trnh b xc.

7. H phch: Dng ming vi thm nc, nhng khng c x phng, lau ra.
X phng s lm mt mu ng vng ca vin .
i vi kim loi
- Vng, bch kim: lau ra hng ngy, ngm vo nc x phng. Nu mn
khng phi vng nguyn cht, n c th cha hp kim d b xn. Khi , nh thm vi
git amoniac vo dung dch v chi nh nhng. Hoc mang mn n ca hng kim
hon nh bng.
- Bc: Dng ming vi dnh ring nh bng bc. Nu c bng khn giy hoc
vi c th gy vt xc.

PH LC 5

B SU TP TRANG SC NGC TRAI

PH LC 6

BNG GII THIU PHN LOI QU

Tn ngc

Mu sc

cng

Tng trng

Kim cng

Khng mu, hng, vng,

10

S tinh khit, tnh yu vnh cu, giu sang v xa hoa,

lam, en, ta

mnh m v kin cng, s tn ty, tn tm ht mnh

ca con ngi

Ngc lc bo Mu xanh du bnh thng,

7,5

mu rc r

Hnh phc, vn may, s hi sinh, s hi vng, tnh yu

thng; tr gip tr nh v tr thng minh; tng s
lng thin v trung thc, phi by s di tr v phn
bi.

Hng ngc T hng nht n thm,

mu huyt chim b cu

Tri k, tnh yu nng thm, hnh phc, biu tng ca

v p; bao bc cho c th ngi eo n mt sc khe
tt, mt tr tu thng sng, minh mn vi vic loi b
i nhng suy ngh khng tt; s khuyn khch, khch
l ng vin, cuc sng, ca nhit huyt, tri tim, v
sc mnh.

Xa-phia

Lam m, lam tm, lam

vng

Chn thnh, kht vng, thanh tao, hy vng; s t tn,

im m, kin tr; s khai sng cho tm hn con

ngi v s i mi t bn trong
Star sappire

Lam, en

Vn may, chn thnh, kht vng, thanh tao

Cat's-eye

Vng, chanh

8,5

Cao qu, sc kho, vn may

Alexandrite

Xanh m, hng, tm

8,5

Cao qu, trng th

Opal

en, , lam,vng, lc

Thin s ca vn may, yn vui, thun ha, bnh an v

sc p

Spinel

, tm, lam

Aquamarine Lam m, lam chm, vng

8
7,8

Tri k v hnh phc

Dng cm, hnh phc, sng sut, tui xun vnh hng,
cm gic bnh yn, lm gim s hi, ni au cng nh
s bt hnh, s t bc l nhng nng lc cn n du.

Tourmaline

Hng, chm, lam

7,3

Vn may, bnh yn, sc mu tui tr

Olivine

Vng, chanh

6,8

V chng hnh phc trm nm bn nhau; tnh cm

nng thm, xanh mt, du dng d chu v ha hp; s
thnh cng, ha bnh v may mn; s quyn r tnh
yu, s im tnh v kim ch

Zircon

Vng cam, , khng mu

7,3

Topaz

Vng cam, sm, khng

mu
Garnet

tm, vng cam, rc

Thng li, vn may, sng sut

Tng ng, hu ngh, ng hong; tnh cm mnh m,
chnh xc v ha ng, lch s v ho hip.

7,3

Chn thnh, hu i, p , s tht hon ho, chn l,

l phi, nim tin, s tin tng, nhng li ha bo m,
sc mnh v lng trung thnh tuyt i. Ngoi ra, cn
l s bn lng, tnh kin tr, nhn ni

Amethyst

Tm sm, tm

Chn thnh, hng thin, thanh tao, sung mn, s qu

phi, dng mu hong tc, s lnh m im tnh, s
n nh, bn vng, bnh thn v lng hiu tho, yu
thng

Moon stone

Trng sa, lam nht

S su sc, thng thi sng sut, khn ngoan, uyn

thm trm tnh, p v s ton vn, bo bi ca vn
may, thn thnh, ph qu v trng th

Moldavite

en, sm

5,5

Thn tm linh

Ngc lam

Lam, lam xm, vng chanh

5,5

Thng li, vn may, hnh phc

Lapis-lazuli

Lam tm, Lam chm

5,5

Khe mnh

Jadeite

Chm sm, c tranh, vng

>6,5

Thng li, vn may, hnh phc, thanh tao

<6,5

Trng th, may mn

Nephrite

Trng, chanh, chm, vng

chanh
Ngc trai

Mu sc k l, c th c

nc mn

hoc khng c mu hoa

nc ngt

hng, phn hng, trng,

May mn, cao qu, trng th