Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

NHN DIN HNH NH TAXI XANH V MT VI GII PHP V NH V CHO DCH V TAXI XANH TI CNG TY C PHN TP ON MAI LINH BC TRUNG B
IDENTIFY GREEN-TAXI IMAGE AND SOME SOLUTIONS TO POSITION THE SERVICE GREEN-TAXI OF MAI LINH JOINT STOCK COMPANY SVTH: Nguyn Th Thu Trang
Lp 32K12, Khoa Qun Tr Kinh Doanh, Trng i Hc Kinh T

GVHD: TS. ng Th Lin H

Khoa Qun Tr Kinh Doanh, Trng i Hc Kinh T
TM TT Vn v mi trng ang c x hi ngy cng quan tm, cc doanh nghip ang c gng thay i hnh vi ca mnh ph hp vi nh hng ca ton x hi. Mt lnh vc nhn c nhiu s quan tm ca a s chuyn gia l Marketing. Marketing xanh c th c ng dng cho hng ha tiu dng, hng ha cng nghip hay dch v. Mt trong nhng hot ng ng vai tr quan trng cho thnh cng ca marketing xanh l cc marketer cn phi to dng c hnh nh xanh c v sn phm v doanh nghip. Bi nghin cu ny nhm mc ch nhn din hnh nh xanh cho dch v taxi trn th trng Nng t xut mt s gii php v nh v dch v taxi xanh cho Cng ty C Phn Mai Linh Bc Trung B. ABSTRACT Environmental pollution is one of the most serious problem that our society is facing; thus, many companies are making attempt to respond to this social concern. Many marketing experts now are interested in Green marketing which can be applied in consumer goods, industrial goods and even service. One key to success in green marketing is that marketers have to create the green image for their products and for the whole company in customers perception. This study purpose is identifying the green image for green-taxi service at Da Nang market; thereby suggesting some solutions to position green-taxi service for MaiLinh Joint stock company in north central region.

1. M u 1.1. Vn nghin cu Nhng thut ng nh Marketing xanh hay Marketing mi trng xut hin kh u n trong thi gian gn y. Vi mt doanh nghip dch v taxi nh Mai Linh th vic tin hnh marketing nh hng mi trng tr thnh mt vn rt ng c quan tm. Trong nhng nm gn y, Mai Linh ch trng n nhng vn ca x hi, mi trng. Tuy nhin, s nh hng ny vn cha c ngi tiu dng nhn thc r rng. V vy, vn t ra l doanh nghip cn phi bit i vi ngi tiu dng th no l mt dch v taxi thn thin vi mi trng. t , c th xc nh chin lc nh v cho cng ty mt cch r rng hn. Qua , ti xc nh vn nghin cu l: Nhn din hnh nh dch v taxi xanh ca ngi s dng taxi trn th trng Nng

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1.2. Mc tiu nghin cu - Xc nh cc yu t nh hng n vic nhn din hnh nh dch v taxi xanh - Dng phng php phn tch nhn t tm ra nhng nhn t chnh tc ng n vic nhn din hnh nh dch v taxi xanh - T a ra mt s gii php nh v dch v taxi xanh cho Cng ty C Phn Mai Linh Bc Trung B. 1.3. Phng php nghin cu Nghin cu c tin hnh qua 2 giai on. Giai on 1 l nghin cu nh tnh, sau cc yu t trong nghin cu nh tnh s c a vo bng cu hi tin hnh nghin cu nh lng. Vi mu l 200, v i tng c iu tra nhng ngi s dng dch v taxi trn th trng Nng. 2. Ni dung 2.1. Marketing xanh 2.1.1. Khi nim v c im ngha ca xanh. C kh nhiu ngha ca xanh: - i vi mi trng: l cc hot ng bo v mi trng sinh thi, mi trng t nhin m con ngi sinh sng v lm vic - i vi ngi tiu dng: l li ch ca h c c t vic s dng sn phm, bn cnh h cn quan tm n cc li ch lin quan ti cng ng, ti mi trng, v c bit l tt c u phi r rng, ng tin cy - i vi doanh nghip: l trch nhim lin quan n thng mi, v c tnh phi li nhun, cc hot ng ca doanh nghip phi t trong li ch ca cng ng, ca ngi tiu dng Khi nim marketing xanh: - Marketing xanh l qu trnh lm tha mn nhu cu v mong mun ca khch hng - Marketing xanh phi m bo li ch cho x hi v khng gy hi n con ngi v mi trng t nhin 2.1.2. Cc iu kin thc hin marketing xanh Theo Jacquelyn A. Ottman, Ch tch ca J. Ottman Consulting Inc. - mt cng ty t vn v chin lc marketing xanh th khi thc hin cc hot ng marketing xanh, doanh nghip cn phi ch n nhng iu kin sau y: Phi hiu khch hng ca mnh; Trao quyn cho ngi tiu dng; Th hin tnh minh bch; m bo vn cht lng; Cn nhc trong vic nh gi 2.1.3. Quy trnh marketing xanh C th chia marketing xanh lm hai cng on chnh: chun b v a sn phm ra th trng: Cng on chun b; Cng on a sn phm ra th trng 2.2. Sn phm xanh l g Sn phm xanh l bt k sn phm no khng gy nguy him n mi trng cng
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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

nh ngi tiu dng, v cng l cng vic trong tng lai khc phc nhng nh hng tiu cc i vi mt sn phm 2.3. Nhn din phong cch tiu dng xanh 2.3.1. Khi nim ngi tiu dng xanh Ngi tiu dng xanh (Green consumer) c hiu l ngi tiu dng thn thin vi mi trng, l nhng ngi ng h mnh m qu trnh marketing xanh 2.3.2. Phong cch tiu dng xanh Phong cch tiu dng xanh" (Green consumption style) mt khi nim cn qu mi Vit Nam, l lnh vc kinh doanh thng qua cc hot ng kinh t gp phn gii quyt cc vn x hi v mi trng. 2.3.3. Nm ro cn vi ngi tiu dng xanh Thiu nhn thc; Nhn thc tiu cc; Thiu tin tng; Gi cao; Hng ha cha sn c trn th trng 2.3.4. Nm bc ph b cc ro cn Gio dc khch hng; To ra nhng sn phm tt hn; Hy thnh tht vi khch hng ca bn; Cung cp nhiu hn cc sn phm xanh trn th trng; Mang sn phm n cho mi ngi 2.3.5. Marketing xanh ti Vit Nam Mt trong nhng chin lc xanh mang tnh ch ng trong thi gian qua, c truyn thng cp nhiu l trng hp Tp on Siu th Metro quyt nh bn ti ci cho khch hng thay v cung cp min ph ti nilon cho h nh trc. Cng ty Sony Vit Nam vi dng sn phm ti vi Bravia WES s dng nng lng t hn 40% khi hot ng. Cng ty CP Ha cht xy dng Viglacera cng khnh thnh Nh my Va kh Mova u tin do Vit Nam u t. Cng ty Vinamilk cng thay i ton b bao b hp giy ca cc sn phm sa nc v nc gii kht ca Tetra Pak VN vi trn 60% l giy c th ti ch. Bn cnh , vn cn rt nhiu cng ty nh Vedan, lm ng vi nhng thit hi m ngi dn sng dc dng Th Vi gnh chu, so vi s tin m Vedan s n b s rt nh vi nhng lng tin thng hiu sp ca ngi tiu dng. y c l l bi hc cho tt c cng ty khc Vit Nam. 2.4. Khi nim dch v v dch v vn ti Khi nim dch v - Dch v phi gn vi hot ng to ra n. - Dch v l mt qu trnh hot ng. - Mi loi dch v mang li cho ngi tiu dng mt gi tr no . Khi nim dch v vn ti Ngnh vn ti l ngnh sn xut phi vt cht c bit, tnh c bit ca ngnh th hin sn phm ca ngnh. Sn phm ca ngnh l kt qu ca qu trnh di chuyn hng ho, hnh khch.

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2.5. nh v dch v taxi xanh 2.5.1. Khi nim v thc hin khc bit dch v - nh v dch v l xc nh v tr ca dch v trn th trng - Sn phm dch v phi khc bit vi dch v cnh tranh v ph hp vi nhu cu - Tnh khc bit phi tr thnh hnh nh ca dch v trong tm tr khch hng mc tiu 2.5.2. Tin trnh nh v thng hiu nh v thng hiu i vi mt thng hiu xanh i hi phi tin hnh cc hot ng truyn thng v lm khc bit so vi i th cnh tranh thng qua cc thuc tnh lnh mnh vi mi trng 2.6. Kt qu nghin cu 2.6.1. Kt qu nghin cu nh tnh T kt qu nghin cu v tiu chun la chn t ra trn, nhng nhn t sau a vo bn cu hi nh lng - nh gi hnh nh ca dch v taxi xanh thng qua: cc iu kin v cng ngh, v doanh nghip, v p ng nhu cu i li tt - Mi trng sng xanh: Khng nhim khng kh; Khng c rc thi; Khng nhim nc; C nhiu cy xanh - iu kin taxi xanh: S dng loi xe tit kim nhin liu; S dng loi xe t kh thi nhim; c chng nhn l taxi xanh; c qung co l taxi xanh; S dng nhin liu gas thay th xng - L do s dng: V s xanh sch mi trng sng; V s pht trin ca cng ng; thc bo v mi trng; C trch nhim vi cng ng - Mong i v taxi xanh: Cht lng tt hn; Taxi xanh nn sn c trn th trng;Taxi xanh phi ng tin cy; Gi khng cao - iu kin doanh nghip cung cp taxi xanh: Chp hnh tiu chun kh thi;C phngtin tit kim nhin liu; C cc chng trnh o to nhn vin v thc bo v mi trng; C ng gp bo v mi trng ti ni doanh nghip hot ng; C thc hin cam kt bo v mi trng 2.6.2. Kim nh cc yu t nh hng ti qu trnh nhn din hnh nh dch dch v taxi xanh a. nh gi s b thang o - Cronbachs alpha thnh phn iu kin taxi xanh: Thnh phn ny c cronbachs alpha l 0.663 t yu cu. Tuy nhin, trong thang o c bin K1 c h s tng quan bin tng l 0.266 (nh hn 0.3) khng t yu cu. Mt khc, nu loi b bin th h s alpha tng ln 0.660. V vy, ta nn loi bin ny ra khi thang o. Cc bin cn li u c h s tng quan bin tng ln hn 0.3, t yu cu nn c gi li tin hnh phn tch khm ph tip theo - Cronbachs alpha thnh phn l do s dng taxi xanh: Thnh phn ny c cronbachs alpha l 0.635 t yu cu. Tuy nhin, trong thang o c bin LD2 c h s
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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

tng quan bin tng l 0.231 (nh hn 0.3) khng t yu cu. Mt khc, nu loi b bin th h s alpha tng ln 0.692. V vy, ta nn loi bin ny ra khi thang o. Cc bin cn li u c h s tng quan bin tng ln hn 0.3, t yu cu nn c gi li tin hnh phn tch khm ph tip theo - Cronbachs alpha thnh phn mong i taxi xanh: Thnh phn ny c cronbachs alpha l 0.887 t yu cu. Cc bin u c h s tng quan bin tng ln hn 0.3, t yu cu nn c gi li tin hnh phn tch khm ph tip theo. - Cronbachs alpha thnh phn doanh nghip xanh: Thnh phn ny c cronbachs alpha l 0.831 t yu cu. Tuy nhin, trong thang o c bin DNX5 c h s tng quan bin tng l 0.296 (nh hn 0.3) khng t yu cu. Mt khc, nu loi b bin th h s alpha tng ln 0.886. V vy, ta nn loi bin ny ra khi thang o. Cc bin cn li u c h s tng quan bin tng ln hn 0.3, t yu cu nn c gi li tin hnh phn tch khm ph tip theo b. Phn tch EFA
Bng1: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig.

0.886 3259.232 120 0.000

KMO l mt ch tiu dng xem xt s thch hp ca EFA: 0,5 <= KMO <= 1. Trong phn tch ny KMO = 0.886, nh vy phn tch nhn t l ph hp. Kim nh Barlett xem xt gi thit H0: tng quan gia cc bin quan st bng khng trong tng th. Nu kim nh ny c ngha thng k (Sig < 0,5) th cc bin quan st c tng quan vi nhau trong tng th. Trong bng 6.1 ta thy rng Sig = 0,00 < 0,05, nh vy cc bin trong m hnh c tng quan vi nhau trong tng th. Mt ch tiu na m bo EFA c ngha thng k l phng sai trch. Tiu chun i vi phng sai trch l phi t t 50% tr ln
Bng2: Total Variance Explained

Compo nent

Initial Eigenvalues
Total % of Cumulative Variance %

Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings

Total % of Cumulative Variance % Total % of Cumulativ Variance e%

1 2 3 4 5 6 7 8 9

8.388 2.232 1.251 1.134 .596 .501 .471 .348 .290

52.423 13.948 7.818 7.085 3.724 3.133 2.944 2.178 1.813

52.423 66.372 74.190 81.275 84.999 88.132 91.076 93.254 95.067

8.388 2.232 1.251 1.134

52.423 13.948 7.818 7.085

52.423 66.372 74.190 81.275

4.582 3.679 2.643 2.101

28.635 22.993 16.517 13.129

28.635 51.628 68.145 81.275

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

10 11 12 13 14 15 16

.209 .159 .115 .096 .088 .065 .058

1.305 .993 .716 .597 .552 .409 .360

96.373 97.366 98.082 98.679 99.231 99.640 100.000

Bng 3: Rotated Component Matrix(a)

Extraction Method: Principal Component Analysis Component 1 xe duoc chung nhan la taxi xanh dao tao nhan vien y thuc bao ve moi truong chat luong tot hon chap hanh ve tieu chuan khi thai su dung nhien lieu gas thay the xang san co tren thi truong co phuong tien tiet kiem nhien lieu dang tin cay bao ve moi truong tai noi hoat dong xe it khi thai gia khong cao co trach nhiem voi cong dong xe quang cao la taxi xanh vi su xanh sach cua moi truong song y thuc bao ve moi truong .528 .828 .795 .789 .766 .648 .904 .893 .825 .769 .820 .704 .683 .676 .540 .890 .680 2 3 4

Khi tin hnh xoay ta s da vo bng Total Variance Explained. Trong bng 3.6, ta quan tm n con s cui cng ca dng s 4 (v c 4 nhn t c rt ra). Phng sai trch y l 81.275. iu ny c ngha l: 4 nhn t gii thch c 81,275% bin thin ca cc bin quan st Nh vy, cc bin quan st chnh, tc ng n vic nhn din hnh nh dch v taxi xanh ca ngi tiu dng c rt gn thnh 4 nhn t. Theo bng 3.7, ta thy thnh phn ca 4 nhn t nh sau: - Nhn t th nht gm 5 bin quan st, c t tn l Doanh nghip xanh - Nhn t th hai bao gm 3 bin quan st, c t tn l p ng s mong i - Nhn t th ba bao gm 4 bin quan st, c t tn l Phng tin xanh - Nhn t th t bao gm 2 bin quan st, c t tn l Trch nhim i vi x hi
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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

2.7. Gii php nh v 2.7.1. To dng c hnh nh c th cho sn phm, thng hiu trong tm tr khch hng th trng mc tiu - To im khc bit cho sn phm vt cht: S dng cc loi xe tit kim nhin liu, xe chy bng gas. Ngoi ra, cn s dng cc ng dng cng ngh tit kim nng lng, nhin liu. - To im khc bit cho dch v: Trn trang web ca mnh, Mai Linh cn a ra nhng li khuyn v cch s dng xe sao cho hiu qu, cc loi xe tit kim nhin liu, chu k bo dng ca cc loi xe khch hng c th hiu r hn v cch thc lm gim nhim mi trng. - To im khc bit v nhn s: T chc cc cuc thi vit tng cho vic lm th no tit kim nng lng gia cc phng ban. T chc cc cuc trao i v mi trng 3 thng mt ln, trong cn tho lun v tnh trng mi trng hin nay, cc bin php bo v mi trng, cc chnh sch v mi trng m cng ty thc hin. - To s khc bit v hnh nh: Vic nh v dch v taxi xanh phi nht qun vi vic xy dng hnh nh mt thng hiu xanh bn vng. Cng ty phi lun c cc chng trnh bo v mi trng ti Nng. Ti tr hoc t thit k mt d n v bo v mi trng. C th thnh lp mt i V sinh bi bin. i ny phi c trch nhim v sinh cc bi bin cng cng m bo khng c rc thi. 2.7.2. Xc nh tuyn ngn nh v - S dng dch v taxi Mai Linh gp phn bo v mi trng sng. - La chn v truyn thng nhng im khc bit c ngha Vic quan trng nht vn l lm cho ngi tiu dng tin tng vo tnh xanh thc s ca sn phm, ca doanh nghip. Sau mi tin hnh truyn thng thng ip v mi trng ca sn phm. Cch truyn thng tt nht ca doanh nghip xanh l bng nhng hnh ng ca doanh nghip. im khc bit c ngha l sn phm dch v taxi ca Mai Linh s dng cng ngh t kh thi, Cng ty Mai Linh hng ti s pht trin bn vng bng nhng hnh ng bo v mi trng, bo v cng ng. 3. Kt lun, gii hn nghin cu - Kt lun : Xanh ha ang tr thnh mt xu th ch o. Mun ngi tiu dng ng h tng xanh trong sn phm xanh ca doanh nghip th trc ht phi tm hiu xem hnh nh xanh thc s trong tm tr ngi tiu dng. Bi nghin cu bc u tm ra nhng nhn t tc ng n vic nhn din dch v taxi xanh ca ngi tiu dng trn th trng Nng. a ra mt cch nhn chung nht v tiu chun ca mt dch v xanh. y s l tin a ra mt chin lc nh v marketing xanh cho cng ty. - Gii hn nghin cu: Mu qu nh v ch kho st khch hng s dng dch v ca cc nh cung cp taxi trn a bn Thnh ph Nng nn c th lm cho tnh i din ca kt qu khng cao. Kt qu nghin cu ch dng li vic o lng, khm ph ra nhng yu t tc ng n vic nhn din hnh dch v taxi xanh. Do vy, y ch l mt trong nhng ngun thng tin h tr ra quyt nh. Ngoi ra, cc l gi phn trn ch l gi thuyt, gi cho nghin cu tip theo
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TI LIU THAM KHO [1] TS. Lu Vn Nghim (2001), Marketing trong kinh doanh dch v, Nh xut bn thng k, H Ni. [2] Christine Hope, Alan Muhleman, (Phan Vn Sm, Trn nh Hi dch) (2001), Doanh nghip dch v (Nguyn l iu hnh), Nh xut bn thng k, TP H Ch Minh. [3] PGS.TS L Th Gii, TS. Nguyn Xun Lng, TH.S ng Cng Tun, Th.S L Vn Huy, Th.S Nguyn Th Bch Thy (2006), Nghin cu Marketing l thuyt v ng dng, Nh xut bn Thng k, XN in Tun Bo Vn Ngh.

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