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nh gi hot ng kinh doanh bng hnh thc thng mi in t...
LI CM N
Khng thy my lm nn , cu tc ng ny qu rt ng i vi tt c th h hc tr chng ta. Trong sut qu trnh hc tp ti trng, chng em hc hi c rt nhiu bi hc, kinh nghim th p dng sau ny trong qu trnh lm vic. Chng em xin trn trng cm n nhng tnh cm qu bu m cc thy c trng Cao ng CNTT Hu Ngh Vit Hn dy nhng kin thc b ch trong sut thi gian chng em hc tp ti trng. ng thi, trong qu trnh thc tp v nghin cu n tt nghip cho chuyn ngnh thng mi in t em nhn c rt nhiu t s gip ca c Nguyn Th Qunh Anh gip rt nhit tnh, truyn t cho em, nhng kinh nghim, cch thc trong vic xy dng ti ny. Em xin chn thnh cm n c. Em cng xin chn thnh cm n cc anh ch trong cng ty TNHH Cng Ngh v Gii Php Chi Ha nhit tnh ch bo v cung cp ti liu gip em hon thnh n tt nghip ny. Tuy nhin, do thi gian c hn nn em khng th pht huy ht nhng tng, kh nng a ra nhng kin cn thiu st. Trong qu trnh thc hin, khng th trnh khi nhng sai st, mong nhn c s ng gp v cm thng ca qu thy c v cc bn.
Nng, ngy 20/06/2011 Sinh vin thc hin L Th Chu Ly
SVTH: L Th Chu Ly Lp CCQTM02D
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MC LC
LI CM N...............................................................................................................i MC LC....................................................................................................................ii DANH MC VIT TT............................................................................................vi DANH MC BNG BIU........................................................................................vii DANH MC HNH V.............................................................................................vii M U.......................................................................................................................1 CHNG I : C S LY LUN.................................................................................2 1.1. TNG QUAN V THNG MI IN T..............................................3 1.1.1. Khi nim thng mi in t................................................................3 1.1.1.1. Khi nim thng mi in t.............................................................3 1.1.1.2. c trng cua thng mai in t........................................................3 1.1.2. Li ich cua thng mai in t................................................................5 1.1.2.1. i vi t chc.......................................................................................5 1.1.2.2. i vi khach hang...............................................................................6 1.1.2.3. i vi xa hi........................................................................................7 1.1.3. Nhng phng tin ky thut trong thng mai in t........................7 1.1.3.1. in thoai..............................................................................................7 1.1.3.2. Thit b k thut thanh ton in t......................................................7 1.1.3.3. Mng ni b v mng ngoi b.............................................................8 1.1.3.4. Internet v Web......................................................................................9 1.1.4. Cac hinh thc hoat ng cua thng mai in t...................................9 1.1.4.1. Th in t (Electronic Mail: Email)....................................................9 1.1.4.2. Thanh ton in t ( Electronic payment)...........................................10 1.1.4.3. Trao i d liu truyn in t EDI....................................................11 1.1.4.4. Truyn d liu.....................................................................................11 1.1.4.5. Mua bn hng ha hu hnh...............................................................11 1.1.5. M hnh hot ng ca thng mi in t..........................................12 1.1.5.1. M hnh Doanh nghip - Doanh nghip ( Business to Business.).......12 1.1.5.2. M hnh Doanh nghip - Ngi tiu dng ( Business to Customer). .13
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1.1.5.3. M hnh Ngi tiu dng - Ngi tiu dng (Customer to Customer) ..........................................................................................................................13 1.1.5.4. M hnh Doanh nghip - C quan nh nc ( Business to Government).....................................................................................................13 1.2. GII THIU S LC V MA TRN SWOT.........................................13 1.2.1. Ngun gc ma trn SWOT.......................................................................13 1.2.2. Khi nim ma trn SWOT......................................................................15 1.2.3. Ni dung phn tch ma trn SWOT.......................................................16 1.2.3.1. im mnh ( Strengths).......................................................................16 1.2.3.2. im yu (Weaknesses).......................................................................16 1.2.3.3. C hi (Opportunities).........................................................................16 1.2.3.4. Thch thc (Threats)...........................................................................17 1.2.4. u im, nhc im ca ma trn SWOT......................................17 1.2.4.1. u im ca ma trn SWOT...........................................................17 1.2.4.2. Nhc im ca ma trn SWOT......................................................17 CHNG II : TNH HNH KINH DOANH BNG HNH THC THNG MI IN T TI CNG TY TNHH CNG NGH V GII PHP CHI HA .....................................................................................................................................18 2.1. TNG QUAN V CNG TY TNHH CNG NGH V GII PHP CHI HA...................................................................................................................18 2.1.1. Lch s hnh thnh v pht trin cng ty................................................18 2.1.2. Lnh vc kinh doanh ca cng ty...........................................................19 2.1.3. Mc tiu pht trin ca cng ty..............................................................21 2.1.4. C cu t chc ca cng ty.....................................................................21 2.1.4.1. S c cu t chc............................................................................21 2.1.4.2. Chc nng nhim v tng phng ban.................................................22 2.2. PHN TCH HOT NG KINH DOANH BNG HNH THC TMT TI CNG TY TNHH CNG NGH V GII PHP CHI HA.....................24 2.2.1. Tnh hnh kinh doanh ca cng ty TNHH Cng Ngh v Gii Php Chi Ha nm 2008-2010..............................................................................................24 2.2.1.1. Kt qu hot ng kinh doanh chung.................................................24 2.2.1.2. C cu doanh thu nm 2008-2010.....................................................26
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2.2.2. Tnh hnh ti chnh ca cng ty TNHH Cng Ngh v Gii Php Chi Ha nm 2008-2010..............................................................................................27 2.2.2.1. Tnh hnh ti sn.................................................................................27 2.2.2.2. Tnh hnh ngun vn...........................................................................28 2.2.3. Tnh hnh ng dng thng mi in t ti cng ty TNHH Cng Ngh v Gii Php Chi Ha nm 2008-2010................................................................29 2.2.3.1. C s h tng thng mi in t.......................................................29 2.2.3.2. Ngun nhn lc...................................................................................31 2.2.3.3. Hot ng thanh ton, dch v h tr trc tuyn ti cng ty..............32 2.2.3.4. M hnh hot ng thng mi in t..............................................32 2.2.3.5. Quy trnh hot ng thng mi in t............................................34 2.2.3.6. Kt qu p dng m hnh thng mi in t....................................34 2.2.4. Phn tch cc yu t nh hng n hot ng kinh doanh bng hnh thc thng mi in t ti cng ty TNHH Cng Ngh v Gii Php Chi Ha.................................................................................................................35 2.2.4.1. Mi trng vi m.............................................................................35 2.2.4.2. Mi trng v m.................................................................................37 CHNG III : ANH GIA HOAT NG KINH DOANH BNG HNH THC THNG MI IN T TI CNG TY TNHH CNG NGH V GII PHP CHI HA QUA.................................................................................................41 MA TRN SWOT.....................................................................................................41 3.1. ANH GIA HOAT NG KINH DOANH BNG HNH THC THNG MI IN T QUA MA TRN SWOT TI CNG TY TNHH CNG NGH V GII PHP CHI HA. ...........................................................41 3.1.1. im mnh................................................................................................41 3.1.2. im yu....................................................................................................42 3.1.3. C hi.........................................................................................................43 3.1.4. Thch thc................................................................................................44 3.2. MA TRN SWOT CHO HOT NG TMT TI CNG TY TNHH CNG NGH V GII PHP CHI HA.............................................................45 3.3. XUT CHIN LC TRONG MA TRN SWOT TI CNG TY TNHH CNG NGH V GII PHP CHI HA.................................................46
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3.3.1. Nhm S - O...............................................................................................46 3.3.2. Nhm W- O.............................................................................................47 3.3.3. Nhm S - T...............................................................................................48 3.3.4. Nhm W - T..............................................................................................49 3.4. LA CHN CHIN LC.......................................................................50 3.4.1. Mc tiu pht trin chin lc ca cng ty TNHH Cng Ngh v Gii Php Chi Ha........................................................................................................51 3.4.2. La chon chin lc..............................................................................52 3.4.2.1. Gii thiu cc chin lc.....................................................................52 3.4.2.2. Quyt nh la chn ..........................................................................53 3.5. GII PHP CHO CC CHIN LC...................................................55 3.5.1.1. Gii php ngun nhn lc...................................................................55 3.5.1.2. Gii php cng ngh thng tin............................................................57 3.5.2. Gii php cho chin lc thm nhp th trng....................................58 3.5.2.1. Gii php cho khch hng...................................................................58 3.5.2.2. Gii php cho marketing.....................................................................59 3.5.3. Gii php cho chin lc hi nhp v pha sau...................................61 3.5.3.1. Gii php v chit khu.......................................................................61 3.5.3.2. Gii php v chng trnh marketing.................................................61 KT LUN................................................................................................................62 TI LIU THAM KHO.........................................................................................63 3.5.1. Gii php chung......................................................................................55
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DANH MC VIT TT
ATM CNTT EDI ERP FEDI HTML HTTP LAN NNTP PR SMTP TCP/IP TMT TNHH TTT WAN WTO : : : : : : : : : : : : : : : : : Automatic Teller Machine Cng ngh thng tin Electronic Data Interchange Enterprise Resource Planning Financial electronic Data Interchange Hyperlink Markup Language Hypertext Tranfer Protocol Local- Area Network Net News Tranfer Protocol Public relation Simple Massage Tranfer Protocol Transmission Control Protocol/ Internet Protocol Thng mi in t Trch nhim hu hn Thanh ton in t Wide Area Netword T chc Thng mi Th gii (World Trade Organization)
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DANH MC BNG BIU

S hiu bng 2.1 2.2 2.3 2.4 2.5 3.1 Tn bng Bng kt qu hot ng kinh doanh nm 2008-2010 Bng c cu doanh thu nm 2008-2010 Bng c cu ti sn cng ty nm 2008-2010 Bng c cu ngun vn cng ty nm 2008-2010 Trnh lao ng ca cng ty Chi Ha nm 2010 Ma trn SWOT Trang 24 26 27 29 32 45
DANH MC HNH V
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S hiu hnh 2.1 2.2 2.3 2.4 2.5 2.6
Tn hnh S c cu t chc ca cng ty Biu doanh thu thun t bn hng v cung cp dch v ca cng ty Chi Ha nm 2008 -2009 Biu c cu doanh thu cng ty nm 2008-2010 Biu c cu ti sn ca cng ty Chi Ha nm 2008-2010 Biu c cu ngun vn cng ty 2008-2010 Biu trnh lao ng ca cng ty
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M U
1. L do chn ti Cng vi s pht trin ngy cng vt bc trn ton th gii, khi Vit Nam tr thnh thnh vin th 150 ca WTO, nc ta bc vo giai on Cng nghip ha Hin i ha th hai theo k hoch 10 nm vi nhp nhanh chng v quy m mnh m nhm thc hin thnh cng mc tiu chin lc ca Ngh Quyt i Hi ng ln VIII l a nc ta tr thnh mt nc cng nghip vo nm 2020 Cho thy Nh nc ta v ang quan tm n vn cng ngh thng tin trong vic pht trin t nc t bit l nhng vn lin quan n thng mi in t. Tuy y l mt vn cn kh mi m nhng n tr thnh mt xu th tt yu v thu ht khng t cc doanh nghip Vit Nam quan tm v p dng, gip h p ng c yu cu pht trin xu th hi nhp nn kinh t th gii. Cng vic kinh doanh u lin quan n vic p dng thng mi in t. Nhng lm c iu ny th khng d cht no c bit l vn p dng n ra sao, nh th no cho ph hp vi tng doanh nghip.Thnh cng c, tht bi c nhng n cng chng minh tm quan trng ca thng mi in t trong hot ng kinh doanh. vn dng c hiu qu, nhiu doanh nghip p dng nhiu cng c khc nhau nhm hoch nh nhng vn thit yu, ng quan tm cho hot ng ca mnh nh cng c SWOT,Xut pht s quan trng , ti chn ti nh gi hot ng kinh doanh bng hnh thc thng mi in t ti cng ty TNHH Cng Ngh v Giai Php Chi Ha qua ma trn SWOT lm ti cho n tt nghip ca mnh, t nh gi hot ng kinh doanh qua ma trn SWOT vo trong doanh nghip v a ra gii php tt hn cho cng ty. n tt nghip gm c 3 phn: CHNG I: C S L THUYT CHNG II: TINH HINH KINH DOANH BNG HINH THC THNG MAI IN T TAI CNG TY TNHH CNG NGH VA GIAI PHAP CHI HA CHNG III: ANH GIA HOAT NG KINH DOANH BNG HINH THC THNG MI IN T TI CNG TY TNHH CNG NGH V GII PHP CHI HA QUA MA TRN SWOT. 2. Mc tiu v nhim v nghin cu. - Nghin cu, tm hiu v tnh hnh p dng thng mi in t v hnh thc hot ng ca thng mi in t ti cng ty TNHH Cng Ngh v Giai Php Chi Ha
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- Phn tch tnh hnh ng dng thng mi in t trong hot ng kinh doanh ca cng ty TNHH Cng Ngh v Giai Php Chi Ha. - nh gi tnh hnh ng dng thng mi in t trong hot ng kinh doanh ca cng ty TNHH Cng Ngh v Giai Php Chi Ha qua ma trn SWOT. - a ra mt s gii php t vic phn tch ma trn SWOT trn vo hot ng kinh doanh bng hnh thc thng mi in t ca cng ty TNHH Cng Ngh v Giai Php Chi Ha. 3. i tng v phm vi nghin cu. - i tng nghin cu: cng ty TNHH Cng Ngh v Giai Php Chi Ha. - Phm vi nghin cu:Tnh hnh hot ng kinh doanh ca cng ty TNHH Cng Ngh v Giai Php Chi Ha bng hnh thc thng mi in t 4. Phng php nghin cu. - S dng phng php thu thp thng tin qua internet, sach bao...v hoat ng thng mai in t - S dng cc phng php tng hp - Phng php phn tich, so sanh... 5. D kin kt qu. - Trnh by tnh hnh hot ng kinh doanh thng mi in t trong kinh doanh ca cng ty TNHH Cng Ngh v Gii Php Chi Ha. - xut mt s gii php pht trin kinh doanh ca cng ty thng qua ma trn SWOT. 6. ngha khoa hc v thc tin. - ti gip cho chng ta hiu c vai tr hot ng thng mi in t rt quan trng i vi chin lc pht trin cng ty TNHH Cng Ngh v Gia Php Chi Ha trong xu th ton cu ha nn cng ngh thng tin hin nay. - Thy r tm quan trng ca vic vn dng cng c Swot trong vic p dng thng mi in t vo qu trnh hot ng kinh doanh v a ra cc gii php gip cng ty TNHH Cng Ngh v Gia Php Chi Ha pht trin kinh doanh hiu qu.
CHNG I : C S LY LUN
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1.1.
TNG QUAN V THNG MI IN T
1.1.1. Khi nim thng mi in t 1.1.1.1. Khi nim thng mi in t Thng mi in t l vic tin hnh cc giao dch thng mi thng qua mng Internet, cc mng truyn thng v cc phng tin in t khc. Thng mi in t l hnh thc mua bn, trao i hng ha dch v thng qua mng my tnh ton cu. N ch bao gm cc hot ng thng mi c tin hnh trn mng my tnh m nh internet. Thng mi in t bao gm cc hot ng mua bn hng ha v dch v qua phng tin in t gia nhn cc ni dung k thut s trn mng, chuyn tin in t, mua bn c phiu in t, vn n in t, u gi thng mi, hp tc thit k, ti nguyn mng, mua sm cng cng, tip th trc tuyn vi ngi tiu dng v cc dch v sau bn hng. Thng mi in t c thc hin i vi c thng mi hng ha v thng mi dch v, cc hot ng truyn thng v cc hot ng mi. 1.1.1.2. c trng cua thng mai in t So vi cc hot ng Thng mi truyn thng, thng mi in t c mt s im khc bit c bn sau:
Cc bn tin hnh giao dch trong thng mi in t khng tip xc trc tip
vi nhau v khng i hi phi bit nhau t trc. Trong thng mi truyn thng, cc bn thng gp g nhau trc tip tin hnh giao dch. Cc giao dch c thc hin ch yu theo nguyn tc vt l nh chuyn tin, sc ha n, vn n, gi bo co. Cc phng tin vin thng nh: fax, telex, .. ch c s dng trao i s liu kinh doanh. Tuy nhin, vic s dng cc phng tin in t trong thng mi truyn thng ch chuyn ti thng tin mt cch trc tip gia hai i tc ca cng mt giao dch. Thng mi in t cho php mi ngi cng tham gia t cc vng xa xi ho lnh n cc khu vc th ln, to iu kin cho tt c mi ngi khp mi ni u c c hi ngang nhau tham gia vo th trng giao dch ton cu v khng i hi nht thit phi c mi quen bit vi nhau. Cc giao dch thng mi truyn thng c thc hin vi s tn ti ca khi nim bin gii quc gia, cn thng mi in t c thc hin trong mt th trng
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khng c bin gii (th trng thng nht ton cu). Thng mi in t trc tip tc ng ti mi trng cnh tranh ton cu. Thng mi in t cng pht trin, th my tnh c nhn tr thnh ca s cho doanh nghip hng ra th trng trn khp th gii. Vi thng mi in t, mt doanh nhn d mi thnh lp c th kinh doanh Nht Bn, c v Chil ..., m khng h phi bc ra khi nh, mt cng vic trc kia phi mt nhiu nm
Trong hot ng giao dch thng mi in t u c s tham gia ca t nht ba
ch th, trong c mt bn khng th thiu c l ngi cung cp dch v mng, cc c quan chng thc. Trong Thng mi in t, ngoi cc ch th tham gia quan h giao dch ging nh giao dch thng mi truyn thng xut hin mt bn th ba l nh cung cp dch v mng, cc c quan chng thc l nhng ngi to mi trng cho cc giao dch thng mi in t. Nh cung cp dch v mng v c quan chng thc c nhim v chuyn i, lu gi cc thng tin gia cc bn tham gia giao dch thng mi in t, ng thi h cng xc nhn tin cy ca cc thng tin trong giao dch thng mi in t
i vi thng mi truyn thng th mng li thng tin ch l phng tin
trao i d liu, cn i vi thng mi in t th mng li thng tin chnh l th trng. Thng qua thng mi in t, nhiu loi hnh kinh doanh mi c hnh thnh. V d: cc dch v gia tng gi tr trn mng my tnh hnh thnh nn cc nh trung gian o lcc dch v mi gii cho gii kinh doanh v tiu dng; cc siu th o c hnh thnh cung cp hng ha v dch v trn mng my tnh. Cc trang Web kh ni ting nh Yahoo! America Online hay Google ng vai tr quan trng cung cp thng tin trn mng. Cc trang Web ny tr thnh cc khu ch khng l trn internet. Vi mi ln nhn chut, khch hng c kh nng truy cp vo hng ngn ca hng o khc nhau v t l khch hng vo hng ngn cc ca hng o khc nhau v t l khch hng vo thm ri mua hng l rt cao. Ngi tiu dng bt u mua trn mng mt s cc loi hng trc y c coi l kh bn trn mng. Nhiu ngi sn sng tr thm mt cht tin cn hn l phi i ti tn ca hng. Mt s cng ty mi khch may o qun o trn mng, tc l khch hng chn kiu, gi s o theo hng dn ti ca hng (qua Internet) ri sau mt thi gian nht nh nhn c b
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qun o theo ng yu cu ca mnh. iu tng nh khng th thc hin c ny cng c rt nhiu ngi hng ng Cc ch ca hng thng thng ngy nay cng ang ua nhau a thng tin ln Web tin ti khai thc mng th trng rng ln trn Web bng cch m ca hng o 1.1.2. Li ich cua thng mai in t - M rng th trng : tm kim v tip cn vi nh cung cp v khch hng, i tc trn khp th gii... - Gim chi ph + Gim cc chi ph bn hng v chi ph tip th bng phng tin internet/web, mt nhn vin bn hng c th giao dch c vi rt nhiu khch hng, catalogue in t trn web phong ph hn nhiu v thng xuyn cp nhp so vi catalogue in n ch c khun kh gii hn v lun li thi. + Chi ph sn xut, to lp, duy tr, phn phi, lu tr v s dng thng tin trn giy. Thng mi in t gim chi ph sn xut, trc ht l chi ph vn phng. Cc vn phng khng giy t (paperiess oppic) chim din tch nh hn rt nhiu, chi ph tm kim chuyn giao ti liu gim rt nhiu ln ( trong cc khu in n hu nh c b hn). + Chi ph giao dch: mc d khon dch v ngn hng cho vic giao dch bng sc giy l khng ln, nhng thng m in t qua internet/web gip ngi tiu th v cc doanh nghip gim ng k thi gian v chi ph giao dch ( giao dch c hiu l t qu trnh qung co, tip xc ban u, giao dch t hng, giao dch thanh ton), thi gian giao dch qua internet ch bng 7% giao dch qua fax, v bng khon 0,5 phn nghn thi gian giao dch qua bu in, chuyn pht nhanh, chi ph thanh ton in t qua internet ch bng 10%-20% chi ph thanh ton theo li thng thng. - Ci thin h thng phn phi: + Gim gnh nng lu tr hng ha. + Gim tr trong phn phi hng. Vd: nn sn xut oto tit kim c chi ph hng t USD t gim chi ph lu kho. - c gii hn v thi gian : vic t ng cc giao dch thng qua website
1.1.2.1. i vi t chc
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gip hot ng kinh doanh c thc hin 24/7/365. Trong nhng yu t ct gim, yu t thi gian l ng k nht, v vic nhanh chng lm cho thng tin hng ha tip cn ngi tiu th m khng phi trung gian c ngha sng cn i vi bun bn v cnh tranh bun bn. Ngoi ra, vic giao dch nhanh chng sm nm bt c nhu cu th trng, iu ny t bit c ngha i vi vic kinh doanh hng rau qu, hng ti sng, l th hng c tnh thi v, i hi c thi gian tnh trong giao dch. - M hnh kinh doanh mi: nu nh khng c TMT th cc doanh nghip va v nh v rt nh s rt kh khn trong vic cnh tranh vi cc doanh nghip mi v khong cch v vn, thi trng, nhn lc, khch hng. Khi ng dng TMT khon cch ny s b thu hp li do bn thn doanh nghip c th ct gim nhiu chi ph. Hn th na vi li th ca kinh doanh trn mng s gip cho doanh nghip to ra bn sc ring v mt phng thc kinh doanh mi khc vi kinh doanh truyn thng. Chnh nhng iu ny s to nn li th cnh tranh cho doanh nghip, gip cho doanh nghip c bit l cc doanh nghip va v nh thm ch l rt nh trong cuc cnh tranh vi i th ca mnh. - Tng doanh thu: mt trong nhng c trng ca TMT l th trng khng bin gii, chnh v th gip cho doanh nghip c c hi qung b thng tin sn phm, dch v ca mnh ra th trng ton cu qua gip tng s lng khch hng v tng doanh thu. Bn cnh vi cc tin ch v cng c hiu qu ca TMT gip cho doanh nghip khng cn th ng ngi ch khch hng n m s ch ng trong vic tm kim khch hng, qua gp phn thc y nhanh doanh thu ca doanh nghip. 1.1.2.2. i vi khach hang C th tm kim thng tin v sn phm, dch v v tin hnh giao dch m khng cn quan tm n thi gian. Co th tm hiu, nghin cu cc thng s v sn phm, dch v km theo...qua mng trc khi quyt nh mua. C quyn la chn nh kh nng ch ng v thng tin t c tiu dng sn phm vi gi thp. Khch hng c th mua d dng, tin li hn, vi gi thp hn, c th so snh gi c mt cch nhanh chng, v mua bt k nh cung cp no trn khp th gii. Khch hng c th c hng li t vic doanh nghip ct chi ph dnh cho qung co trn cc phng tin truyn thng, thay vo gim gi hay khuyn mi trc
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tip ngi mua qua mng internet. Khch hng c th cng nhau mua mt mn hng no vi s lng c hng u i gim gi khi mua nhiu. Vn chuyn, phn phi sn phm, dch v vi tc ngy cng c ci tin nht l sn phm s ha. Khch hng c th tham gia trc tuyn vo cc phin u gi, mua/bn, su tm cc mn hng quan tm ti mi ni trn th gii. Thng qua thng mi in t khch hng trao i kinh nghim mua bn, giao dch trn mng, trong vic s dng nhng sn phm. 1.1.2.3. i vi xa hi Thng mi in t cho php nhiu ngi c th lm vic ti nh, gim thiu vic i mua sm do gim phng tin giao thng lu thng trn ng, gim thiu tai nn v nhim mi trng sng. Thng mi in t dn n vic bn hng vi gi thp hn nn nhiu ngi c th mua c s lng hng ha ln hn, tng mc sng ca dn c. Thng mi in t to iu kin dn c cc nc ang pht trin v khu vc nng thn th hng cc sn phm v dch v m trong hon cnh khc h khng c kh nng nh c hi nng cao k nng ngh nghip v nhn c bng cp cao hn. Thng mi in t thc y vic cung cp dch v cng cng nh chm sc sc khe, gio dc v phn phi cc dch v x hi ca chnh ph mc chi ph thp hoc ci thin cht lng ca cc dch v . 1.1.3. Nhng phng tin ky thut trong thng mai in t Trong xu hng mi, vic tch hp cng ngh tin hc, vin thng c th cho ra i nhng my in thoi di ng c kh nng duyt Web, thc hin c cc giao dch thng mi in t khng dy nh mua bn chng khon, dch v ngn hng, t v xem phim, mua v tuTuy nhin trn quan im kinh doanh, cng c in thoi c mt hn ch l ch truyn ti c m thanh, mi cuc giao dch cui cng vn phi kt thc bng giy t, hn na, chi ph giao dch in thoi, nht l cc in thoi ng di v in thoi nc ngoi vn cn mc kh cao. 1.1.3.2. Thit b k thut thanh ton in t Vi vai tr l mt khu v cng quan trng trong thng mi in t, thanh ton in t (TTT) nhm thc hin cn bng cho vic trao i gi tr. Thanh ton in t
1.1.3.1. in thoai
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(Electronic Payment) l vic thanh ton thng qua thng ip in t (Electronic Message) thay v cho vic giao tay tin mt. Vic tr lng bng cch chuyn tin trc tip vo ti khon, tr tin mua hng bng th mua hng, th tn dng quen thuc t lu nay thc cht u l cc dng TTT. TTT s dng cc my rt tin t ng (ATM: Automatic Teller Machine) th tn dng mua hng (Purchasing Card), th thng minh (Smart Card) l loi th c gn chip in t (Electronic Purse), tin mt Cyber (Cyber Card), cc chng t in t (v d nh hi phiu, giy nhn n in t)Vic xy dng mt h thng thanh ton ti chnh t ng (H thng cc thit b t ng chuyn t ti khon ny sang ti khon khc trong h thng lin ngn hng) l iu kin tin quyt thc hin thnh cng TMT tin ti nn kinh t s ho. S dng h thng TTT to iu kin cho vic a dng ho cc phng thc s dng tin t v lu chuyn d dng phm vi a quc gia. Tin s dng l tin in t khng mt chi ph in n, kim m, giao nhn. Tc lu chuyn tin t qua ngn hng nhanh v kim sot c quy trnh ri ro trong thanh ton. V pha ngi sn xut th thu c tin nhanh chng, rt ngn chu trnh ti sn xut trnh ng vn, tng tc lu thng hng ho v tin t. Ngi tiu dng c kh nng la chn d dng hng ho mt cch tc thi v theo ca mnh. Tuy vy vic s dng h thng thanh ton tin t ng hin cn kh ri ro v vn bo mt, tnh ring t nh vic ch k in t b r mt m, cc m s thng tin c nhn (pin) thng tin v th tn dng b r r v c th b lin h n tng v thanh ton t ng, nn vic xy dng h thng bo mt khc phc cc mt tn ti vi cc cng ngh tin tin hin i nht mi gip TMT pht trin. 1.1.3.3. Mng ni b v mng ngoi b Mng ni b (Intranet) l ton b mng thng tin ca mt cng ty c quan v cc lin lc mi kiu gia cc lin lc di ng. Theo ngha hp, l mng kt ni nhiu my tnh gn nhau (gi l mng cc b LAN); hoc ni kt trong mt khu vc rng ln hn (Gi l mng din rng: Wide Area Netword hay WAN). Mng ngoi b hay lin mng ni b (Extranet) l hai hay nhiu mng ni kt vi nhau to ra mt cng ng in t lin cng ty (Enterprise Electronic Community). Cc mng ni b v ngoi b u c xy dng trn nn tng cng ngh giao thc chung TCP/IP. V vy chng c th kt ni c vi Internet. Xy dng mt mng ni b cng ty l chng ta ang in t ho qu trnh kinh doanh, xy dng mt h thng qun tr v thc hin cng vic mt cch hiu qu hn.
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1.1.3.4. Internet v Web Internet l mng cho cc mng my tnh. Mt my tnh c a ch internet trc tin c ni vo mng LAN, ri n mng WAN (Vi vai tr nh cc SUBNET) ri vo Backbone (trung tm ca cc ng ni kt v cc phn cng ni kt dng truyn d liu vi tc cao) nh vy l my tnh giao tip vi Internet. Thng qua Internet, thng tin c trao i vi cc my tnh cc mng vi nhau. Cc ni kt ny c xy dng trn c s giao chun TCP/IP (Transmission Control Protocol/ Internet Protocol): TCP gi vai tr m bo vic truyn gi chnh xc d liu t ngi s dng ti my ch (Serve) nt mng. IP m nhn vic chuyn cc gi d liu (Packet of Data) t nt ni mng ny sang nt ni mng khc theo a ch Internet (IP number: a ch 4 byte ng k khi ni my vo Internet c dng xx.xx.xx.xx thp phn th s cn s trong dy s t 1 n 255); Cng ngh Web (World Wide Web hay cn k hiu l WWW) l cng ngh s dng cc lin kt siu vn bn (Hyperlink, Hypertext) to ra cc vn bn cha nhiu tham chiu ti cc vn bn khc, cho php ngi s dng chuyn t mt c s d liu ny sang mt c s d liu khc, bng cch m truy nhp vo cc thng tin thuc cc ch khc nhau v di nhiu hnh thc khc nhau nh: vn bn, ho, m thanh, phimNh vy Web c hiu nh l mt cng c hay ni ng hn l mt dch v thng tin ton cu ca Internet nhm cung cp nhng d liu thng tin vit bng ngn ng HTML (Hyperlink Markup Language: Ngn ng nh du siu vn bn) hoc cc ngn ng khc c kt hp vi HTML v truyn n mi ni trn c s cc giao thc chun quc t nh: HTTP (Hypertext Tranfer Protocol: Giao thc chun truyn tp), POP (Giao thc truyn th tn), SMTP (Simple Massage Tranfer Protocol: Giao thc truyn thng ip n gin, NNTP (Net News Tranfer Protocol: giao thc truyn tin qua mng, cho php nhng ngi s dng mng tho lun xung quanh mt hoc nhiu vn cng quan tm). Tuy mi ra i nhng Web li pht trin mt cch mnh m nht, nhanh nht, to nn mt tim nng ln trong vic ph bin thng tin ton cu. 1.1.4. Cac hinh thc hoat ng cua thng mai in t 1.1.4.1. Th in t (Electronic Mail: Email) Thng tin c s dng l thng tin phi cu trc (Unstructured Form), ngha l thng tin khng phi tun th mt cu trc tho thun hoc c nh sn. Email thng c s dng l mt phng tin trao i thng tin gia cc c nhn, cc cng
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ty, cc t chcvi mt thi gian ngn nht, chi ph r nht, c th s dng mi lc, n c mi ni trn th gii. 1.1.4.2. Thanh ton in t ( Electronic payment) Trao i d liu ti chnh Financial electronic Data Interchange, goi tt la FEDI chuyn phuc vu cho vic thnah toan in t gia cac cng ty giao dich vi nhau bng in t.
Ti tin in t.
Electronic purse, con goi tt la vi in t noi n gian la ni tin mt internet ma chu yu la the thng minh ( smart card, con co tn goi la the gi tin : stored value card). Tin c tra cho bt c ai oc c the o. Ky thut cua tui tin in t v c ban la ky thut m hoa khoa cng khai/ bi mt tng t nh ky thut ap dung cho tin mt internet. Tin mt Internet La tin mt mua t mt ni phat hanh ( ngn hang hoc t chc tin dung), sau o c chuyn i t do sang cac ng tin khac thng qua internet, ap dung trong pham vi mt nc cung nh gia cac quc gia va tt ca u c thc hin bng ky thut s hoa. Hn na, n c th dng thanh ton nhng mn hng rt nh, do chi ph giao dch mua hng v chi ph chuyn tin rt thp, n khng i hi mt quy ch c tho thun t trc, c th tin hnh gia hai ngi, hai cng ty bt k hoc cc thanh ton v danh.
Th thng minh (Smart Card)
L loi th ging nh th tn dng, tuy nhin mt sau ca th l mt loi chp my tnh in t c b nh nh lu tr tin s ho, tin y ch c chi tr khi ngi s dng v thng ip c xc nh l ng.
Giao dch ngn hng s ha( digital banking) v giao dch chng khon s
ha (digital securities trading). H thng thanh toan ca ngn hng l mt i h thng, gm nhiu tiu h thng: - Thanh ton gia ngn hng vi khch hng (Qua in thoi, ti cc im bn l, cc kiot, giao dch c nhn ti cc nh giao dch ti tr s khch hng, giao dch qua Internet, chuyn tin in t, th tn dng, vn tin) - Thanh ton gia ngn hng vi i l thanh ton( nh hng, siu th)
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- Thanh ton trong ni b h thng ngn hng - Thanh ton gia h thng ngn hng ny vi h thng ngn hng khc (thanh ton lin ngn hng) 1.1.4.3. Trao i d liu truyn in t EDI Trao i d liu in t di dng C cu trc (Structured Form) t my tnh in t ny sang my tnh in t khc, gia cng ty hay t chc tho thun bun bn vi nhau theo cch ny mt cch t ng m khng cn c s can thip ca con ngi (Gi l d liu c cu trc, v cc bn i tc phi tho thun t trc khun dng cu trc ca cc thng tin). EDI c s dng t trc khi c Internet, trc tin ngi ta dng mng gi tr gi tng (Value Added Network: VAN) lin kt cc i tc EDI vi nhau: Ct li ca VAN l mt h thng th tn in t cho php cc my tnh in t lin lc c vi nhau v hot ng nh mt phng tin lu tr v tm gi: Khi kt ni vo VAN mt doanh nghip s c th lin lc c vi rt nhiu my tnh in t nm mi ni trn th gii. Ngy nay, VAN c xy dng ch yu l trn nn Internet. 1.1.4.4. Truyn d liu Dung liu (Content) l cc hng ho m ci ngi ta cn ni n l ni dung ca n (hay ni cch khc chnh l ni dung hng ho m khng phi bn thn vt mang ni dung ) V d: Tin tc sch bo, nhc, phim nh, cc chng trnh truyn hnh, pht thanh, phn mm, cc dch v t vn, v my bay, hp ng bo himXut bn in t (Electronic Publishing) hay (Web Publishing) l vic a cc t bo, cc t liu cng ty, cc Catalog hoc cc thng tin v sn phm hay cc hnh thc khc tng t ln trn mng Internet. Trc kia, dung liu c giao di dng hin vt (Physical Form) bng cch ghi vo a t, bng, in thnh sch bo, vn bn ng gi bao b ri sau chuyn n a im phn phi, n tay ngi s dngNgy nay, dung liu c s ho v truyn gi qua mng, gi l giao gi s ho. 1.1.4.5. Mua bn hng ha hu hnh Bn l hng ho hu hnh trn mng Internet l vic bn tt c cc sn phm m mt cng ty c th thng qua mng Internet. lm c vic ny, cn phi xy dng mt mng cc ca hng o (Virtual Shop) nhm mc ch to mt knh bn hng trc tuyn c th p ng c nhu cu ca khch hng mt cch ti u nht. Bn cnh cng ty cn phi xy dng cho mnh mt h tng c s mnh nh h thng thanh
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ton in t, h thng t hng trc tuyn, h thng h tr khch hng trc tuyn, h thng bo mthng ho trn Internet phi c s ho, ngha l hng ho hu hnh ny phi c m t cung cp y thng tin chi tit v hng ho, gip cho ngi mua xc nhn kim tra c tnh hin hu v hng ho, v cht lng, s lngca hng in t (Store-Front, Store- Building) l nhng phn mm c ng dng trong vic xy dng mt trang Web ca cng ty trn mng c tnh nng l mt ca hng trn mng. Nhng ca hng nh vy, giao tip trc tuyn thoi mi vi ca hng v hng ho ngi mua c th t do la chn hng ho nh vo siu th bnh thng, vi s tr gip ca nhng phn mm: Xe mua hng (Shopping Card, Shopping Trolley) hay gi mua hng (Shopping Basket, Shopping Bag)Tt c nhng cng vic mua sm ch cn l vn n nt v in cc thng s th tn dng. Sau khi giao dch c tin hnh xong, giao gi hng ho s c tin hnh bng vic giao gi bng hin vt, ging nh hnh thc phn phi hng ho truyn thng. 1.1.5. M hnh hot ng ca thng mi in t Giao dch TMT (E-Commerce Transaction), vi ch thng mi c hiu vi ni dung y ghi trong o lut mu v TMT ca lin hip quc, bao gm 4 hnh thc: ngi vi ngi, ngi vi my tnh in t, my tnh in t vi my tnh in t, my tnh in t vi ngi. M hnh giao dch thng mi in t din ra bn trong v gia ba ch th tham gia ch yu: doanh nghip, ngi tiu dng, chnh ph ( y, chnh ph va ng vai tr thc hin cc hot ng kinh t, va thc hin cc chc nng qun l) Cc giao dch c tin hnh nhiu cp khc nhau: 1.1.5.1. M hnh Doanh nghip - Doanh nghip ( Business to Business.) Thng mi in t B2B tp trung vo trao i d liu, tch hp h thng phn phi, marketing trc tip trn web v cc im bn hng trn Internet TMT B2B trn Internet c th n gin l mt trang website ca nh sn xut cho php cc nh phn phi t hng mt cch an ton mt s t cc sn phm. N cng phc tp nh mt nh phn phi gii thiu ti hng nghn khch hng cng ty nhiu loi sn phm vi cu hnh sn phm v gi c ring tng khch hng, v cho php h c kh nng kim tra hng tn kho mt giai on ca dy truyn sn xut. TMT B2B trn nn internet s gip cho cng ty tip cn vi khch hng v nhng nh cung cp nh hn, c bit l s c bit ho n tng mt hng, tng khch hng.
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1.1.5.2. M hnh Doanh nghip - Ngi tiu dng ( Business to Customer) Hot ng TMT din ra gia doanh nghip vi ngi tiu dng trong vic tp trung vo cc lnh vc bn l, dch v vn phng, du lch, chm sc sc kho, t vn phap lut hay giai tri. Mt s site ni bt la amazon.com, ibm.com, ...Ngi tiu dng y c th mua hng trc tip (mua hng ti nh-home shopping) m khng phi n ca hng. 1.1.5.3. M hnh Ngi tiu dng - Ngi tiu dng (Customer to Customer) C2C l khu vc tng trng nhanh th 3 ca nn kinh t trc tuyn, sau 2 hnh thc trn. m hnh ny, TMT C2C mt cng ty xy dng mt Website thu nhn, lu tr, cung cp, trao i cc thng tin v hng ho, cng ty, th trngV qua Website , ngi bn v ngi mua c th gp nhau tin hnh cc giao dch u gi, u thu. 1.1.5.4. M hnh Doanh nghip - C quan nh nc ( Business to Government) La loai hinh giao dich gia doanh nghip vi c quan nha nc, trong o c quan nha nc ong vai tro khach hang. Qua trinh trao i thng tin gia doanh nghip vi c quan nha nc c tin hanh qua cac phng tin in t. C quan nha nc cung co th thit lp nhng website tai o ng tai thng tin v nhu cu mua hang cua cac c quan nha nc, tin hanh vicu thu hang hoa, dich vu va la chon nha cung cp. 1.2. GII THIU S LC V MA TRN SWOT M hnh phn tch SWOT l kt qu ca mt cuc kho st trn 500 cng ty c doanh thu cao nht do tp ch Fortune bnh chn v c tin hnh ti Vin Nghin cu Standford trong thp nin 60-70, nhm mc ch tm ra nguyn nhn v sao nhiu cng ty tht bi trong vic thc hin k hoch. Nhm nghin cu gm c Marion Dosher, Ts. Otis Benepe, Albert Humphrey, Robert Stewart v Birger Lie Vic Du Pont lp k hoch kinh doanh di hn vo nm 1949 khi u cho mt phong tro to dng k hoch ti cc cng ty. Cho ti nm 1960, ton b 500 cng ty c tp ch Fortune bnh chn u c Gim c k hoch v cc Hip hi cc nh xy dng k hoch di hn cho doanh nghip, hot ng c Anh quc v Hoa K. 1.2.1. Ngun gc ma trn SWOT
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Tuy nhin, tt c cc cng ty trn u tha nhn rng cc k hoch di hn ny khng xng ng u t cng sc bi khng c tnh kh thi, cha k y l mt khon u t tn km v c phn ph phim Trn thc t, cc doanh nghip ang thiu mt mt xch quan trng: lm th no ban lnh o nht tr v cam kt thc hin mt tp hp cc chng trnh hnh ng mang tnh ton din m khng l thuc vo tm c doanh nghip hay ti nng ca cc chuyn gia thit lp k hoch di hn. to ra mt xch ny, nm 1960, Robert F. Stewart thuc Vin Nghin cu Standford, Menlo Park, California, t chc mt nhm nghin cu vi mc ch tm hiu qu trnh lp k hoch ca doanh nghip nhm tm ra gii php gip cc nh lnh o ng thun v tip tc thc hin vic hoch nh, iu m ngay nay chng ta gi l thay i cung cch qun l Cng trnh nghin cu ko di 9 nm, t 1960 n 1969 vi hn 5000 nhn vin lm vic ct lc hon thnh bn thu thp kin gm 250 ni dung thc hin trn 1100 cng ty, t chc. V sau cng, nhm nghin cu tm ra 7 vn chnh trong vic t chc, iu hnh doanh nghip hiu qu. Tin s Otis Benepe xc nh ra Chui lgc, ht nhn ca h thng nh sau: 1. Values (Gi tr) 2. Appraise (nh gi) 3. Motivation (ng c) 4. Search (Tm kim) 5. Select (La chn) 6. Programme (Lp chng trnh) 7. Act (Hnh ng) 8. Monitor and repeat steps 1 2 and 3 (Gim st v lp li cc bc 1, 2 v 3). Cc nh nghin cu pht hin ra rng, khng th thay i gi tr ca nhm lm vic hay t ra mc tiu cho nhm lm vic, v vy nn bt u bc th nht bng cch yu cu nh gi u im v nhc im ca cng ty. Nh kinh doanh nn bt u h thng ny bng cch t t cu hi v nhng iu tt v xu cho hin ti v tng lai. Nhng iu tt hin ti l Nhng iu hi lng (Satisfactory), v nhng iu tt trong tng lai c gi l C hi (Opportunity); nhng iu xu hin ti l Sai lm (Fault) v nhng iu xu trong tng lai l Nguy c (Threat). Cng vic
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ny c gi l phn tch SOFT. Khi trnh by vi Urick v Orr ti Hi tho v Lp k hoch di hn ti Dolder Grand, Zurich, Thy S nm 1964, nhm nghin cu quyt nh i ch F thnh ch W v t SOFT chnh thc c i thnh SWOT. Sau , SWOT c Urick v Orr qung b ti Anh quc nh mt dng bi tp cho tt c mi ngi. Nhng iu cn phi lm trong khi lp k hoch ch l phn loi cc vn theo mt s danh mc c yu cu. Bc th hai c iu chnh thnh Nhm s lm g? vi tng phn trong danh mc. Qu trnh lp k hoch ny sau c thit k thng qua phng php Th v sai m kt qu l mt qu trnh gm 17 bc, bt u bng SOFT/SWOT vi mi mc ghi ring vo tng trang. Phin bn u tin c th nghim v xut bn nm 1966 da trn hot ng ca cng ty Erie Technological Corp. Erie Pa. Nm 1970, phin bn ny c chuyn ti Anh di s ti tr ca cng ty W.H.Smith & Sons PLC v c hon thin nm 1973. Phng php phn tch ny cng c s dng khi sp nhp cc c s xay xt v nng bnh ca CWS vo J.W.Frenhch Ltd . K t , qu trnh ny c s dng thnh cng rt nhiu ln nhiu doanh nghip v t chc thuc cc lnh vc khc nhau. V ti nm 2004, h thng ny c pht trin y , chng minh c kh nng gii quyt hng lot cc vn hin nay trong vic xc lp v nht tr cc mc tiu mang tnh thc tin hng nm ca doanh nghip m khng cn da vo cc c vn bn ngoi. 1.2.2. Khi nim ma trn SWOT SWOT l tp hp vit tt nhng ch ci u tin ca cc t ting Anh: Strengths (im mnh), Weaknesses (im yu), Opportunities (C hi) v Threats (Nguy c). y l cng c cc k hu ch gip chng ta tm hiu vn hoc ra quyt nh trong vic t chc, qun l cng nh trong kinh doanh. Ni mt cch hnh nh, SWOT l khung l thuyt m da vo , chng ta c th xt duyt li cc chin lc, xc nh v th cng nh hng i ca mt t chc, mt cng ty, phn tch cc xut kinh doanh hay bt c tng no lin quan n quyn li ca doanh nghip. V trn thc t, vic vn dng SWOT trong xy dng k hoch kinh doanh, hoch nh chin lc, nh gi i th cnh tranh, kho st th trng, pht trin sn phm v c trong cc bo co nghin cu .. ang ngy cng c nhiu doanh nghip la chn. Phn tich SWOT la mt cng cu rt hiu qua xac inh cac u im, khuyt im cua mt t chc, cac c hi phat trin va ca thach thc nguy c ma t chc o se phai ng u. Thc hin phn tich SWOT giup chung ta tp trung cac hoat ng
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cua chung ta vao nhng linh vc ma chung ta ang co li th va nm bt c c hi ma chung ta co c. 1.2.3. Ni dung phn tch ma trn SWOT tin hanh mt phn tich SWOT, chung ta nn lit k mt loat cu hoi va tra li tng cu mt trong mi phn u im ( S), khuyt im (W), c hi (O), nguy c (T). M hnh phn tch SWOT thch hp cho vic nh gi hin trng ca cng ty thng qua vic phn tch tinh hnh bn trong (Strengths v Weaknesses) v bn ngoi (Opportunities v Threats) cng ty. SWOT thc hin lc thng tin theo mt trt t d hiu v d x l hn. 1.2.3.1. im mnh ( Strengths) Cho bit im mnh, nhng li th ni tri v r rng va tra li cac cu hoi nh - Li th ca mnh l g? - Cng vic no mnh lm tt nht? - Ngun lc no mnh cn, c th s dng? - u th m ngi khc thy c mnh l g? Phi xem xt vn t trn phng din bn thn v ca ngi khc. Cn thc t ch khng khim tn. Cc u th thng c hnh thnh khi so snh vi i th cnh tranh. Chng hn, nu tt c cc i th cnh tranh u cung cp cc sn phm cht lng cao th mt quy trnh sn xut vi cht lng nh vy khng phi l u th m l iu cn thit phi c tn ti trn th trng. 1.2.3.2. im yu (Weaknesses) Cho bit nhng mt hn ch, yu im va tra li cac cu hoi sau : - C th ci thin iu g? - Cng vic no mnh lm ti nht? - Cn trnh lm g? Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th nhn thy yu im m bn thn mnh khng thy. V sao i th cnh tranh c th lm tt hn mnh? Lc ny phi nhn nh mt cch thc t v i mt vi s tht. 1.2.3.3. C hi (Opportunities)
- C hi tt ang u?
- Xu hng ng quan tm no mnh bit?
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C hi c th xut pht t s thay i cng ngh v th trng d l quc t hay trong phm vi hp, t s thay i trong chnh sch ca nh nc c lin quan ti lnh v hot ng cuat cng ty, t s thay i khun mu x hi, cu trc dn s hay cu trc thi trang..., t cc s kin din ra trong khu vc. Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t t cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li, r sot cc yu im ca mnh v t t cu hi liu c c hi no xut hin nu loi b c chng 1.2.3.4. Thch thc (Threats) - Nhng tr ngi ang phi? - Cc i th cnh tranh ang lm g? - Nhng i hi c th v cng vic, v sn phm hay dch v c thay i g khng? - Thay i cng ngh c nguy c g vi cng ty hay khng? - C vn g v n qu hn hay dng tin? - Liu c yu im no ang e do cng ty? 1.2.4. u im, nhc im ca ma trn SWOT 1.2.4.1. u im ca ma trn SWOT SWOT l mt trong nhng k nng hu ch nht. Nh cng c ny, nh lnh o lm vic hiu qu, gim thiu stress, ci tin kh nng quyt nh, ti a ha hiu qu c nhn v cn nhiu hn na. Phn tch SWOT (SWOT Analysis) l mt k thut phn tch rt mnh trong vic xc nh im mnh v im yu t tm ra c c hi v nguy c. S dng trong ng cnh kinh doanh, n gip bn hoch nh c th trng mt cch vng chc. 1.2.4.2. Nhc im ca ma trn SWOT - Kh phn bit cc yu t trong kin. Phng php SWOT da vo quan im ca tng ngi hoc mt nhm ngi trong vic hiu v nhn din vn song hnh. Mt s "im mnh" v "im yu" th thc s khng hn l "mnh" v "yu" sau mt hi tho lun cc yu t ph tri. V d khi ni "dn ng" l mt im yu, th iu ny c th ng lc u, nhng khi i n vic phn tch cc ngun nhn lc th "dn ng"
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li c th l mt u th! Do vy, yu t qui m v s quan tm phi c tnh n khi phn tch h qu ca vic thc hin SWOT. - Mi trng bn trong cng c th to ra cc c hi v e da. Cn phn bit c hi v "e da t mi trng bn trong v bn ngoi. iu ny s cho cc tng tt hn v cc kh nng nh hng n cc vn no . Lin quan n im trn, c th thy rng cc s liu b sung l cn thit. N gip ta c mt ci nhn cc s kin v nghin cu cc c hi kh thi, nhng cng khng nn i qu lc vo vic hoch nh mt qui hoch tng th ln na. - Tht kh c mt so snh cui cng cc thng tin no l cht lng v khng cht lng. Mt d phng php c khuyn co l c cng nhiu cc s liu c cht lng cng tt (v d nh xc nh c bao nhiu lng nc r r trong h thng ng chng hn), mt s thng tin no mang tnh m h nhng a s u c cm gic chung l c hi th cng kh quan trng xem xt.
CHNG II : TNH HNH KINH DOANH BNG HNH THC THNG MI IN T TI CNG TY TNHH CNG NGH V GII PHP CHI HA
2.1. HA 2.1.1. Lch s hnh thnh v pht trin cng ty Cng ty TNHH Cng ngh & Gii php CHIHA tn giao dch l CHIHA Solution and Technology Co.,Ltd theo giy php kinh doanh s 3202005495 c thnh TNG QUAN V CNG TY TNHH CNG NGH V GII PHP CHI
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lp nm 2008. Tn giao dch ting anh: Chi Ha Solution and Technology Co.,Ltd. Tn vit Tt: Chi Ha Co.,Ltd. Cng ty hot ng trong cc lnh vc mi nhn nh: + Cng ngh Phn mm. + Gii php Marketing. + i l phn phi c quyn tng hp. Vi phng chm hot ng ca cng ty l cng ngh - Sng to gii php a ch : Tr s: K5/46 L Trng Tn, TP Nng Vn phng giao dch s 2: 454/1 Tn c Thng, TP Nng in thoi : 05113.507925 Email : chihavn@gmail.com Website : http://Agriviet.com/congtychiha *Cng thng mi in t vinmua.com T u thng 3/2010. Mt nhm cc chuyn gia chin lc v lp trnh mng c thnh lp bt tay vo nghin cu v pht trin d n mua gim gi theo nhm. D n mang tn Cng thng mi in t mua bn theo nhm vinmua.com vit tt l vinmua.com. Vinmua.com l cng thng mi in t u tin ti Nng hot ng theo hnh thc mua nhm. n gia thng 3/2010, d n c cp kinh ph v chnh thc khi ng.Vinmua.com l cng thng mi in t trc thuc Chi Ha Co.,Ltd. a ch : Vn phng Vinmua.com - 91 Thi Th Bi. Nng. Website : http://vinmua.com Email: hotro@vinmua.com 2.1.2. Lnh vc kinh doanh ca cng ty Cng ty nhn lm phn mm theo n t hng hoc gia cng cho cc n v, t chc. Trong lnh vc Marketing & i l phn phi, do nhn thy y l hai lnh vc khng th tch ri. Nu ch lm nh phn phi thng thng, sn phm c nguy c nm ti kho hn l ti tn tay ng o ngi tiu dng, sn phm ch gii hn trong phm vi th trng nh hp, nh phn phi bnh thng khng am hiu v chin lc maketing h tr nh sn xut. Tp trung nhn ti - Nm vng
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V vy phi kt hp c hai, s h tr pht trin th trng nhanh hn, c chin lc bi bn, kinh nghim, vi mt i ng Marketing chuyn nghip th sn phm c gii thiu, phn phi ti tn tay ngi tiu dng nhiu tnh thnh. Hin nay cng ty ang phn phi sn phm trong lnh vc nng nghip thy sn: men vi sinh EM-natural v sn phm STIPLPINE h tr iu tr bnh nhn m mu, cao huyt p, bo ph, sn phm l thnh cng ca nghin cu khoa hc ca vin cng ngh thc phm vit nam. *Cng thng mi in t vinmua.com. vinmua.com tp hp c rt nhiu khch hng ti Nng cng mua 1 sn phm. vinmua.com hp tc vi Nh cung cp, nu t s lng ngi mua th h s c gim gi theo hp ng tha thun. l hnh thc mua chung theo nhm. vinmua.com tm hiu v hp tc vi cc doanh nghip, nh cung cp. Hng ngy tung ra cc sn phm/dch v m gi c c gim rt nhiu so vi gi tr thc t v cht lng ca n lun m bo. iu ny hon ton c li cho ngi mua khi tham gia mua hng ti vinmua.com. Nh cung cp quy nh phi c mt s lng ngi mua ti thiu th chng trnh gim gi mi c hiu lc. Do , ngoi vic t mua, bn nn gii thiu thm nhiu bn b cng bit v mua tt c mi ngi c hng gim gi t nh cung cp. Mi sn phm/dch v c bn trong 1 khong thi gian nht nh, i khi c nhng sn phm/dch v c gii hn v s lng bn ra. Do i hi ngi mua phi nhanh chng quyt nh v thc hin. im ni bt Ngi mua s c gim gi nu c s lng ngi mua ti thiu. Cht lng sn phm lun ng vi gi gc, thm ch tt hn bi v nh cung cp mun khng nh thng hiu ca mnh. Nhng khng phi lc no cng c th mua c, bi v: - Ch bn trong 1 thi gian nht nh (v d 5 ngy). - Hoc s lng theo quy nh (v d 50 sn phm). Bi vy khch hng phi nhanh chng t mua ly phiu khuyn mi, s dng trong thi gian cho php.
Chi ph r
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V chi ph dnh cho qung co m nh cung cp b ra th vinmua.com dnh tng cho khch hng. Nh cung cp mun qung co chnh mnh bng nhng sn phm/dch v tt nht. khch hng Nng bit n thng hiu ca h. Cht lng vinmua.com ch hp tc vi cc nh cung cp ln, uy tn ti Nng. VD: Karty Coffee, Khch sn Gold coast, Hi sn i Long, Nh hng c sn Trng Sa, Thm m Vin Si Gn Xun Hng, Siu th o ci Hoa Hu, Kem Monte rosa (kem ), Qun Kpop Zone, Cng ty My tnh Phong V, CLB Yoga Kim Dung Co.opMart, 3D Cafe Da Nang, 2.1.3. Mc tiu pht trin ca cng ty Tr thnh Tp on a ngnh, a dch v trong lnh vc cng ngh thng tin, Cng ngh thc phm, Lnh vc thng mi. Cng ty Chiha ang n lc ht mnh a thng hiu CHIHA tr thnh thng hiu ln ti Vit Nam, ti Chu Thi Bnh Dng v vn ra ton th gii. 2.1.4. C cu t chc ca cng ty 2.1.4.1. S c cu t chc lm nn s pht trin ca cng ty khng th khng k n i qun hng hu l cc thnh vin trong cng ty. Cng ty mun pht trin tt cn c s nhit huyt cng vic v s on kt, chia s ln nhau to nn mt sc mnh to ln.
CHI HA CO.,LTD
BAN QUN TR D N
GIM C
PG
BAN CHIN LC
PG
B phn gim st & m bo Trang 21 cht
B phn B phn SVTH: L Th Chu Ly Lp CCQTM02D K hoch khch hng
B phn maketing
B phn nhn s
Quan h trc tuyn Quan h chc nng Hnh 2.1: S c cu t chc ca cng ty 2.1.4.2. Chc nng nhim v tng phng ban -Ban qun tr : c trch nhim gim st, ch o gim c v v cc cn b qun l khc trong vic iu hnh cng vic kinh doanh. Ban qun tr quyt nh c cu t chc, b nhim v bi nhim cn b qun l cng ty theo ngh ca gim c. -Gim c : iu hnh hot ng ca cc b phn trong cng ty, ph duyt cc k hoach sn xut kinh doanh, chu trch nhim trc php lut v kt qu hot ng kinh doanh ca cng ty. -Ban chin lc: chu trch nhim a ra cc chin lc ngn hn v di hn trong cng ty, xem xt tnh kh thi cc lch trnh , thi hn sp ti, v nhng k hoch pht trin d n, chu s qun l ca gim c, -Ph gim c : l tr l ca gim c, gii quyt cc cng vic c giao, lp k hoch kinh doanh v trin khai thc hin, c quyn k kt cc hp ng khi c s y quyn ca gim c, chu trch nhim trc gim c. -B phn k hoch: l b phn chuyn mn c chc nng tham mu gip Gim c trong cng tc xy dng chin lc kinh doanh, lp cc k hoch kinh doanh, t
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chc hot ng kinh doanh ca cng ty v tm ra nhng phng n chin lc kinh doanh mi t hiu qu, m bo ng quy nh ca Nh nc v ca Tp on, chu trch nhim trc Gim c vic xy dng k hoch kinh doanh v hiu qu hot ng sn xut kinh doanh ca cng ty ng thi tm kim sn phm v nh cung cp. -B phn khch hng: l b phn c chc nng gii p cho khch hng hiu r v nhng vn m h cn bit, gii thch r hnh thc hot ng ca cng ty cng nh qun l n t hng m khch hng t c th giao hng tn ni v kp thi ng thi tip nhn v x l cc kin ca khch hng dnh cho cng ty -B phn marketing : nghin cu v hoch nh cc chin lc maketing ca cng ty , ph trch v truyn thng ra bn ngoi tm hiu v tha mn nhu cu ca khch hng mt cch tt nht. ng thi t chc nhng s kin xy ra , thc hin cc chng trnh qung co v PR. -B phn nhn s : l i din ca cng ty khi tip xc vi cc ng vin, l ni kim tra, phng vn, tuyn dng nhn vin mi; y chnh l ni tip nhn h s tuyn dng, lin lc vi ng vin, a ra quy trnh tuyn dng, kim tra u vo, sp xp lch phng vn Sau s c o to thch ng vi cng vic trong cng ty , ng thi b phn cn qun l nhn s v ti chnh ca cng ty. Nhim v ca b phn ny l a ra quy trnh tuyn dng chuyn nghip v hiu qu ; Qun l lng v v tr cng vic trong cng ty; Lu li v qun l thng tin ca cc nhn vin, mi quan h gia cc nhn vin trong cng vic, thng tin v nhn s trong cng ty; C k hoch tm kim v tuyn dng nhn vin mi. -B phn gim st v m bo cht lng: gim st tt c cc b phn v tiu ban, qun l xut gii php m bo cht lng. 2.1.5. nh hng, nhim v pht trin ca cng ty i vi ngi tiu dng : + L cng c tit kim ca mi ngi. i vi doanh nghip: + Knh qung b thng hiu uy tn, hiu qu, cht lng, trng ch. + Gip doanh nghip bng pht cng vic kinh doanh. + Gip nhng cng ty mi - nh ghi tn mnh vo bn thng trng mt cch d dng khng tn km mt xu. i vi thnh vin trong cng ty:
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+ L ni xng ng cng hin s sng to, nhit huyt. + L ni em li cho h cuc sng vt cht v tinh thn vin mn tng xng vi m hi v tr thc ca h. + im n l tng ca nhng ngi yu thch thng mi in t. 2.2. PHN TCH HOT NG KINH DOANH BNG HNH THC TMT TI CNG TY TNHH CNG NGH V GII PHP CHI HA 2.2.1. Tnh hnh kinh doanh ca cng ty TNHH Cng Ngh v Gii Php Chi Ha nm 2008-2010 2.2.1.1. Kt qu hot ng kinh doanh chung Bng 2.1: Bng kt qu hot ng kinh doanh nm 2008-2010 VT: ng Ch tiu 1. Doanh thu bn hng v cung cp dch v 2. Cc khon gim tr doanh thu 3. Doanh thu thun v bn hng v cung cp dch v 4. Gi vn hng bn 5. Li nhun gp v bn hng v cung cp dch v 6. Doanh thu hot ng ti chnh 7. Chi ph ti chnh 8. Chi ph bn hng 9. Chi ph qun l doanh nghip 10. Li nhun thun t hot ng ti chnh 11. Thu nhp khc 12. Chi ph khc 13. Li nhun khc 14. Tng li nhun trc thu 15. Thu thu nhp doanh nghip 16. Li nhun sau thu 2008 57.586.000 3.450.000 54.136.000 10.150.000 43.986.000 4.587.000 2.303.440 5.758.600 2.879.300 37.631.660 2009 2010 90.888.000 130.628.000 4.120.000 4.970.000 86.768.000 125.658.000 15.570.000 71.198.000 6.750.000 3.635.520 9.088.800 4.544.400 60.679.280 50.450.000 75.208.000 8.658.000 5.225.120 13.062.800 6.531.400 60.046.680
5.765.000 10.450.000 30.658.000 2.650.000 3.386.000 3.520.000 3.115.000 7.064.000 27.138.000 40.746.660 67.743.280 87.184.680 4.074.666 6.774.328 7.279.600 36.671.994 60.968.952 79.905.080 Ngun : Phng k ton
Da vo bo co kt qu hot ng kinh doanh, doanh thu bn hng v cung cp dch v tng dn qua cc nm. T nm 2009 doanh thu tng gn nh gp i so vi 2008, nm 2010 cng tng nhng khng nhiu so vi 2009. Nm 2009 c t doanh thu gn nh gp i chim 57.8% so vi 2008 l do vic tiu thu sn phm mnh n nm
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2010 chim 43.7%. Giai on 2008 2010 l giai on lm pht km theo suy thoi nn kinh t ton cu. Ngi tiu dng u ct gim chi tiu tit kim chi ph. Tuy nhin cng vi s n lc c gng ca cc nhn vin cng ban qun tr, vic tiu th sn phm ca cng ty rt n nh vt qua thi k kh khn, khng hong. Trong khi , doanh thu thun sau khi ly doanh thu tr cc khon gim tr cng khng c bin ng ng k do cc khon gim tr tng bin ng tng i nh. Nm 2009 tng 60.2 % so vi 2008 v nm 2010 tng 44.8% so vi 2009. iu ny th hin r qua biu sau:
BIU DOANH THU THUN V BN HNG V CUNG CP DCH V
ng 140000000 120000000 100000000 80000000 60000000 40000000 20000000 0
2008
2009
2010
Hnh 2.2 : Biu doanh thu thun t bn hng v cung cp dch v ca cng ty Chi Ha nm 2008 -2009 Qua biu trn cho thy giai on 2008-2010 doanh thu theo chiu hng thun li. y l tn hiu tt vic cng ty m rng quy m ng dng cng ngh kinh doanh trc tuyn cng nh s a dng ha cc loi hnh dch v v vic phc v khch hng ang c m rng. Gi vn hng bn nm 2009 tng nh so vi nm 2008 tng 53.4% nhng n nm 2010 tng mnh hn gp 3 ln so vi nm 2009 chim 224% cao hn doanh thu do trang tri c chi ph bn hng v qun l lm tng li nhun ca cng ty. Li nhun trc thu u tng dn qua cc nm. Nm 2009 tng 26.996.620 ng chim 66.2% so vi 2008 v nm 2010 tng 19.441.400 ng chim 28.7 % so vi 2009. Li nhun sau thu cng tng dn qua cc nm. c bit nm 2009 tng cao nhiu hn so vi nm 2008 c th tng 24.296.958 ng tng 66.2% . Trong khi , nm 2010 tng nh so vi 2009 c th l 18.936.128 ng tng 31%. Nhn chung li nhun ca doanh nghip tng n nh qua cc nm, cho thy cng ty a ra chin lc ng pht trin hot ng kinh doanh.
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2.2.1.2. C cu doanh thu nm 2008-2010 Bng 2.2 : Bng c cu doanh thu nm 2008-2010 VT : ng Ch tiu Tng doanh thu bn hng v cung cp dch v Doanh thu bn hng bng TMT Doanh thu bn hng bng hnh thc truyn thng Ngun : Phng k ton 2008 57.586.000 26.673.689 30.912.311 2009 90.888.000 30.795.586 60.092.414 2010 130.628.000 52.225.873 78.402.127
BIU C CU DOANH THU CA CNG TY CHI HA

ng 80000000 70000000 60000000 50000000 40000000 30000000 20000000 10000000 0
Doanh thu bng hnh thc TMT Doanh thu bng hnh thc truyn thng 2008 2009 2010
Hnh 2.3 : Biu c cu doanh thu cng ty nm 2008-2010 Nhn vo biu trn ta thy t trng doanh thu t hot ng bn hng bng hnh thc TMT tng qua cc nm v ngy cng c nhng chuyn bin tch cc. C th t 2008 2009 tng nh chim 15,4 % so vi nm 2009 v giai on t 2008-2009 vic ng dng thng mi in t cn hn ch cha i su trn th trng. Tuy vy n vn tng mnh n 2010 ch khng h xung c th tng 69.5% so vi nm 2009 v nm 2010 cng ty ng dng tt hnh thc thng mi in t, pht trin c s h tng cng nh ngun nhn lc v th doanh thu bng TMT nm 2010 tng mnh v cng l nm bng n s pht trin mnh m ca cng ngh thng tin. iu rt cn thit cho s pht trin ca cng ty trong tng lai. Bn cnh th doanh thu bn hng truyn thng cng tng mnh hn t 20082010 cho thy cng ty vn duy tr hnh thc bn hng truyn thng va pht trin hnh thc bn hng bng thng mi in t. y vic bn hng truyn thng vn pht
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trin v nhn thc ca ngi tiu dng cn quan nim truyn thng thch mua tn tay hn l mua trn mng. Tuy vy, vi nhng n lc c gng khng ngng ca i ng nhn vin trong cng ty cng vi ch hng quyt tm pht trin ra tm ton cu gip cng ty pht trin mt cch n nh. 2.2.2. Tnh hnh ti chnh ca cng ty TNHH Cng Ngh v Gii Php Chi Ha nm 2008-2010 2.2.2.1. Tnh hnh ti sn Bng 2.3 : Bng c cu ti sn cng ty nm 2008-2010 VT :ng Ch tiu TI SN A.Ti sn ngn hn 1.Tin&cc khon tng ng tin 2. Cc khon u t ngn hn 3. Cc khon phi thu ngn hn 4. Ti sn ngn hn khc B. Ti sn di hn 1. Ti sn c nh - Nguyn gi - Gi tr hao mn 2. Cc khon u t ti chnh dihn 2008 2009 2010 245.000.000 295.000.000 380.000.000 175.000.000 195.000.000 260.000.000 100.000.000 120.000.000 130.000.000 15.000.000 20.000.000 30.000.000 50.000.000 60.000.000 80.000.000 10.000.000 15.000.000 20.000.000 70.000.000 100.000.000 120.000.000 50.000.000 70.000.000 100.000.000 40.000.000 60.000.000 80.000.000 10.000.000 10.000.000 20.000.000 20.000.000 30.000.000 20.000.000 Ngun : Phng k ton
Da vo bng cn i k ton nm 2008-2010 ca cng ty TNHH cng ngh v gii php Chi Ha, ta c nhn xt v tnh hnh ti sn ca cng ty trong tin trnh pht trin ca cng ty nh sau: Tuy ch cng ty ch mi thnh lp nm 2008 vn cn gp nhiu vn kh khn nhng da vo bn cn i k ton, tnh hnh kinh doanh ni chung cng ty vn tin trin tt. Nhn chung vn ti sn ca cng ty rt n nh, c th ni tng ti sn tng u qua cc nm c th 2009 ch tng nh l 295.000.000 ng so vi 2008 l 245.000.000 ng tng 50.000.000 ng chim20.4%, nm 2010 tng mnh l 380.000.000 ng tng so vi nm 2009 l 85.000.000 ng chim 28.8%. Trong tng ti sn ca cng ty, ta thy t l tng ti sn ngn hn qua cc nm u tng hn gp i cao hn tng ti sn di hn. iu ny cho thy tnh thanh khon ca cng ty cao, doanh nghip tch cc thu hi n nn ti sn ngn hn tng.
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Tnh hnh bin ng ti sn di hn c nh gi thng qua t trng u t l ti sn di hn v u t di hn . Ch tiu ny phn nh tnh hnh u t chiu su, tnh hnh trang b, xy dng c s vt cht k thut, th hin nng lc sn xut v xu hng pht trin lu di ca cng ty. Ta thy t trng u t c tng nhng khng cao. y l biu hin cho thy tnh hnh u t chiu su ca doanh nghip ang dn c nng cao. V ti sn c nh tng qua cc nm do cng ty mua sm mt s my mc thit b u t cho cng ngh sn xut, xy dng v thnh lp chi nhnh m rng th trng.
ng
BIU C CU TI SN CA CNG TY CHI HA
300000000 250000000 200000000 150000000 100000000 50000000 0 2008 2009 2010 Ti sn ngn hn Ti sn di hn
Hnh 2.4: Biu c cu ti sn ca cng ty Chi Ha nm 2008-2010 Hnh thc kinh doanh ch yu ca cng ty l sn phm v dch v, v th tin hnh kinh doanh c tt, cng ty cn chun b ti sn lu ng v ti sn c nh. Ni chung qua tnh hnh ti sn cho ta thy tnh hnh hot ng kinh doanh pht trin n nh nhng tng khng nhiu cho thy cng ty cha c bc t ph mi trong kinh doanh. 2.2.2.2. Tnh hnh ngun vn Bng 2.4 : Bng c cu ngun vn cng ty nm 2008-2010 VT : ng Ch tiu II. NGUN VN A. N phi tr 1. N ngn hn 2. N di hn B. Ngun vn ch s hu 2008 245.000.000 50.000.000 25.000.000 25.000.000 195.000.000 2009 295.000.000 70.000.000 35.000.000 35.000.000 2010 380.000.000 90.000.000 45.000.000 45.000.000
225.000.000 290.000.000 Ngun : Phng k ton
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Vn ca cng ty c chia thnh t 2 ngun l n phi tr v ngun vn ch s hu. T bng c cu ngn vn cho thy ngun vn ch s hu ca cng ty kh cao so vi n phi tr chim t trng ln hn gp 3 ln v c xu hng tng c th nm 2009 tng 15.4% so vi nm 2008 l 30.000.000 ng v nm 2010 tng 28.9% so vi nm 2009 l 65.000.000 ng.
BIU C CU NGUN VN CA CNG TY CHI HA
ng 300000000 250000000 200000000 150000000 100000000 50000000 0 2008 2009 2010 N phi tr Ngun vn ch s hu
Hnh 2.5: Biu c cu ngun vn cng ty 2008-2010 L do vic ngun vn ch s hu tng so vi n phi tr l do cng ty kinh doanh hiu qu ly li nhun b sung vo ngun vn ch s hu gim bt khon phi tr. V n phi tr, ta thng qua ch tiu t s n (tng n phi tr/tng ti sn) phn nh mc n trong ti sn doanh nghip, cho thy trong tng ti sn s hu thc cht ca doanh nghip l bao nhiu. T s n ln lt qua cc nm 2008, 2009, 2010 l 20.4%, 23.7%, 23.6% cho thy t s n tng dn qua cc nm. y l xu hng khng tt v mc n cn thanh ton tng dn. L do cng ty khng qun l cht ch tin hang, gim bt lng bn chu nn d quy m sn xut tng nhng vn cha m bo c vn trang tri. Tuy vy, n nm 2010, t s n gim nh v dm chn ti ch iu ny cho thy cng ty bc u bnh n c cc khon n. 2.2.3. Tnh hnh ng dng thng mi in t ti cng ty TNHH Cng Ngh v Gii Php Chi Ha nm 2008-2010 2.2.3.1. C s h tng thng mi in t Trang thit b phn cng.
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Vic nhanh chng a ng dng cng ngh thng tin vo qu trnh t ng ho trong sn xut kinh doanh l vn ang lun c quan tm bi l cng ngh thng tin c vai tr rt ln trong cc hot ng kinh t, sn xut kinh doanh, bn hng, xc tin thng mi, qun tr doanh nghip. Nhn thc c tm quan trng ca CNTT, Cng ty TNHH cng ngh v gii php phm mm Chi Ha u t trang b cho mnh c s h tng v CNTT nhm m bo cho hot ng sn xut, kinh doanh ca cng ty t hiu qu cao nht. Hin nay cng ty c khong 5 my vi tnh bn v 5 laptop, phc v cho cng tc vn phng v qun l, cng ty xy dng mng LAN vi quy m hng chc my tnh phc v iu hnh sn xut, kinh doanh ti cng ty v cng ty kt ni Internet. Tn xut truy nhp Internet ca cng ty c kt ni tng i cao. H thng my ch v cc thit b mng t tiu chun c th h tr trong cng tc qun l ca cng ty. Cc phn mm ng dng Cng ty tp trung i ng nng ng, nhit huyt, trnh cao. Trong lnh vc phn mm, nhiu nhn vin gii ti Vit Nam u qun sn sng sc trin khai cc d n phn mm ln. Chnh v th m nhiu sn phm, gii php phn mm ca cng ty c khch hng nh gi cao Cng ty mua sm v thit k phn mm phc v cho lu tr s liu, cng ty c mt s phn mm. Cc phn mm ny ang c cng ty s dng v t hiu qu cao c th l phn mm k ton FAST. y l phn mm ph bin nht i vi doanh nghip cng nh sinh vin chuyn nghnh ti chnh k ton. Phn mm ny c nhng tnh nng ni bt nh Qun l cng n, Qun l hng tn kho, nh gi thnh sn phm, Qun l s liu a tin t, Qun l s liu lin nm, Bo co phn tch s liu ca nhiu k khc nhau, Qun l s liu ca nhiu n v c s, Tin ch khi nhp s liu Phn mm IBM Lotus Connections l phn mm trao quyn cho chuyn gia pht trin kinh doanh, duy tr lin lc vi cc ng nghip ca h, p ng nhanh trong mng li ni b tho lun v hon thin cc tng sng to mi vi ng nghip, i tc v khch hng. in hnh l phn mm ERP, n bao hm tt c nhng chc nng c bn ca mt t chc. T chc c th l doanh nghip, t chc phi li nhun, t chc phi chnh ph tch hp nhng chc nng chung ca mt t chc vo trong mt h thng duy nht.
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Website ca cng ty Nm 2008 th cng ty TNHH cng ngh v gii php phm mm Chi Ha thnh lp vi trang web: http://agriviet.com/congtychiha nhm gii thiu cc v sn phm, cc website v gia cng phn mm. Cc sn phm ny c nh gi cao trong th trng nh website chuyn v phn mm, qung b doanh nghip, bn hng qua mng cng vi cng thng mi in t http://vinmua.com c thnh lp nm 2010 ang c rt nhiu khch hng c bit Nng yu thch v n tit kim chi ph trong thi k lm pht gia tng. Nhng t u nm 2009, s pht trin mnh ca TMT th Cng ty TNHH cng ngh v gii php phm mm Chi Ha ch trng vo vic xy dng website n tng hiu qu, nng cp website thnh mt knh bn hng, h tr cho vic kinh doanh ca cng ty trong khi nh hng ban u ch l knh thng tin, gii thiu cc sn phm ca cng ty. 2.2.3.2. Ngun nhn lc Hin nay s lng nhn vin tnh n thng 02/2011 gm 19 ngi u tt nghip i hc v trn i hc, trong : + B phn qun l: 03 ngi + B phn sn xut phn mm: 09 ngi + Lm vic ti B o Nha - Lin Minh Chu u EU: 02 ngi + Lnh vc thng mi in t: 05 ngi y l ngun nhn lc c trnh cao, l mt u th ca cng ty khi tham gia vo qu trnh kinh doanh, bn hng bng hnh thc thng mi in t. Bng 2.5 : Trnh lao ng ca cng ty Chi Ha nm 2010 Ch tiu (trnh ) S lng lao ng T l % Cao ng 7 36,84% i hc v trn i hc 12 63,16%
Ngun : Phng nhn s
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Hnh 2.6: Biu trnh lao ng ca cng ty Da vo biu trn, cho thy trnh i hc v trn i hc kh cao gp 2 ln so vi cao ng. iu ny cho thy ngun nhn lc vi trnh kh cao c th p ng cc yu cu t ra ca cng ty, c kh nng tip cn cng ngh thng tin mt cch nhanh nht p ng yu cu khch hng mt cch tt hn. m bo vic hon thnh cc mc tiu kinh doanh, cng ty lun u tin pht trin thm ngun nhn lc qua vic tuyn dng t nhiu ngun cc ng vin c kinh nghim, trnh chuyn mn v cc sinh vin va tt nghip, c nng lc, kin thc chuyn ngnh tt. B phn nhn s ca cng ty ang tng bc hon thin chin lc pht trin ngun lc, pht trin vn ho cng ty xy dng cng ty thnh mt t chc lm vic c tc phong chuyn nghip, vn ho v mi trng lm vic nng ng, sng to. 2.2.3.3. Hot ng thanh ton, dch v h tr trc tuyn ti cng ty Thanh ton l khu quan trng nht trong vic trin khai thng mi in t v l mt trong nhng vn kh khn nht chn cc cch thanh ton sao cho ph hp, nhanh nht cho c mi ngi. Hin nay c nhiu cch thanh ton: c th thanh ton bng tin mt, thanh ton bng th tn dng hay chuyn dng, thanh ton tin in t, thanh ton chuyn tin, thanh ton quc t. Khi m tham gia vo thng mi in t th doanh nghip no cng la chn cho mnh mt cch thanh ton sao cho nhanh nht, d dng i vi khch hng m khng phi lo s mt tin m khng nhn c sn phm. Hin nay, hnh thc thanh ton ca cng ty ch yu bng chuyn khon, th ATM, Internet/SMS Banking, thanh ton trc tip ti nh. 2.2.3.4. M hnh hot ng thng mi in t Hin nay, cng ty ch yu ang p dng hai m hnh thng mi in t l B2B v B2C. Cng ty s cung cp danh mc hng cng cc thng tin lin quan thng qua website, khch hng s tm kim, chn hng, xem cc thng tin v sn phm. Cng vi cng thng mi in t vinmua.com vi hnh thc mua hng theo nhm thng qua bn th gim gi. Thng l khch hng mua vi s lng ln th
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vinmua s lin h bn phiu gim gi tnh theo phn trm. Hnh thc ny ang c khch hng a chung. Khch hng qua cng vinmua ch c khch hng tiu dng v nh cung cp l chnh.
M hinh B2B
i vi m hnh B2B th i tng khch hng rt a dng. m hnh B2B ny khch hng ca cng Vinmua l cc doanh nghip, t chc ch yu l qun caf, nh hng, khch sn, dch v lm p Cc doanh nghip ny s k kt vi cng ty nhm c hai cng c li. Thng qua cng thng mi in t vinmua ca cng ty s gii thiu, qung co nhiu ngi s bit n, thu ht c nhiu khch hng, em khch hng n cho doanh nghip. y l khch hng em li ngun thu ln cho cng ty. Cng ty s tm cc t chc, doanh nghip mun qung co, cng ty s thuyt phc bng cch gim gi sn phm trong doanh nghip t a ra hnh thc bn phiu gim gi. T phiu gim gi, khch hng s bit n doanh nghip nhiu hn. l mt hnh thc mi nhm qung b doanh nghip mt cch nhanh nht. M hinh B2C Khch hng trong m hnh ny l nhng ngi tiu dng cc sn phm, dch v ca cc doanh nghip, t chc thng qua phiu gim gi ca cng ty a ra. Khch hng y ch yu l cc doanh nghip nh trng hc, bnh vin, c nhu cu cao trong vic n ung, lm p ch yu l dch v. Theo truyn thng v cch thc mua hng ca ngi dn Vit Nam ni chung v ngi dn Nng ni ring th khi mua tt c hng ha th phi thy tn mt, s tn tay, v tm l ca ngi tiu dng Vit Nam cha quen vi vic mua hng m khng cn nhn, ngm hoc kim tra mn hng trc cho nn ch mt s khch hng mua sm qua website cn ch yu khch hng m hnh ny xem hng trn website trc ri sau n cng ty t phiu mua hng. V v mua hng vi s lng t nn vic thanh ton bng tin mt c a chung hn l chuyn khon. Bn cnh nhng u im trn th mng li bn hng theo hnh thc B2C ca cng ty cn hn ch, cng ty cha u t c ngun nhn lc phc v cho cng tc bn hng bng hnh thc thng mi in t B2C, cha c cch t chc v qun l mng li bn hng hiu qu. Mun m hnh ny cng hiu qu hn th phi ch trng vic pht trin v hon thin, nng cao trnh chuyn mn c th p ng
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hon ho nhu cu ca khch hng, cng ty lun lun a ra nhng mc gi tt nht, ph hp nht vi tng loi dch v, sn phm ch ng thay i gi ty thuc vo s thay i v chi ph hay nhu cu th trng nhm tng kh nng cnh tranh, chim lnh th trng. Trong c ch th trng hin nay gi c l yu t quan trng, cng ty lun thc hin chin lc iu chnh gi, a ra gi bn hp l, c kh nng cnh tranh cao, khuyn khch gi cho cc khch hng thng xuyn mua cc phiu cho cng ty. Cng ty cng thng xuyn ng qung co ln yahoo, gmail, facebook, qung co bng hnh thc pht t ri v ng ln cc din n nhm qung co cho cng thng mi in t vinmua.com khch hng bit nhiu hn li ch khi t mua phiu t cng ty cho nhiu khch hng bit n cc sn phm ca mnh ng thi thu thp thng tin phn hi t pha khch hng c th tng bc p ng y li ch ca khch hng. 2.2.3.5. Quy trnh hot ng thng mi in t Bc u tin th bn vinmua s tm cc nh cung cp mun qung b sn phm. Cng ty s thuyt phc h hnh thc khuyn mi, gim gi sn phm. T cng ty s a ra phiu mua gim gi cc mt hng t nh cung cp bng cch ng trn website ca cng ty qung co v tin hnh bn dch v sn phm theo yu cu. Khch hng s lin h mua phiu gim gi, t phiu s dn khch hng n tay nh cung cp. Khi khch hng mua phiu cng nhiu th cng nhiu ngi bit n nh cung cp t s c nhiu ngi bit n cng ty hn. y l hnh thc c li cho c hai v th hnh thc ny s c s dng rng ri. ngi tiu dng bit c cng ty phi tin hnh qung co trn yahoo, gmail, facebook, t ri, cc din n, ch yu nhm vo cc doanh nghip nh c quan nh nc, trng hc, c s o tov tiu th nhiu sn phm, dch v. Cc phng php ny d dng tip cn khch hng hn. V vy mun khch hng mi n cng nhiu m khng c khch hng c ra i nn cng ty s tm nh cung cp c cht lng v c uy tn nht ti Nng, s la chn ny rt kh quyt nh nhng cng ty c gng ht sc phc v khch hng tt nht. 2.2.3.6. Kt qu p dng m hnh thng mi in t n thi im hin nay m hnh thng mi in t ang tin trin rt tt theo d nh. Bng hnh thc ny cng ty t c nhng bc tin trin nht nh em li
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li nhun cng nhiu cho cng ty, mang s lng khch hng ln n vi nh cung cp, a thng hiu nh cung cp n nhiu khch hng, thu ht nhiu nh cung cp hp tc, gim chi ph mt cch ng k cho khch hng, thu ht nhu cu qung co ca cc cng ty. Qua s liu t bng 2.2 trn ta thy doanh thu bn hng bng hnh thc thng mi in t tng ln qua cc nm t nm 2009 ch tng nh so vi nm 2008 l 4.121.897 ng nhng n 2010 tng mnh gn 2 ln so vi nm 2009 l 21.250.287 ng cho thy vic p dng thng mi in t vo kinh doanh rt thun li. Tuy nhin doanh thu bng hnh thc thng mi in t vn chim t trng thp hn so vi bng hnh thc truyn thng, nh vy cng ty vn p dng bng hnh thc truyn thng l chnh. V th trnh khi tnh trng nh vy l v vic mua hng trc tuyn i vi ngi tiu dng cn cm thy xa l, cha tht s thuyt phc. Do pht trin hn na, cng ty cn phi c gng hon thin v mi hnh thc, xy dng tin cy cao v vic bn hng bng thng mi in t mi c th ng vng trn th trng v khch hng s ch ng n vi cng ty nhiu hn. Cng ty vn phi tip tc tm kim nh cung cp p ng y tt c cc nhu cu ca khch hng nhng vi tnh hnh hin nay cng ty cha kh nng c nh vy. Theo qu trnh p dng m hnh ny v c th m rng thm na th cng ty c th xem nh l hon thnh s mong mi ca khch hng. 2.2.4. Phn tch cc yu t nh hng n hot ng kinh doanh bng hnh thc thng mi in t ti cng ty TNHH Cng Ngh v Gii Php Chi Ha 2.2.4.1. Mi trng vi m Nha cung ng. Mt doanh nghip canh tranh da trn cht lng san phm va dich vu thi moi hoat ng, moi khu t nha cung ng n ngi tiu dung u phai kim tra va chon loc mt cach cht che, cac san phm, dich vu am bao tt nht n tay ngi tiu dung. Vi mong mun em lai san phm, dich vu vi mc gia phu hp cho khach hang cung vi phng chm lun coi trong i tac nn cac nha cung cp cua cng ty Chi Ha lun hng ti mi quan h lam n lu dai vi cng ty mt mt quang ba san phm, dich vu cua nha cung cp vi khach hang. Cac nha cung ng cua cng ty Chi Ha qua cng vinmua.com ch yu l cac nha hang n ung, quan cafe, cac cu lac b th thao va lam ep, khu du lich...Nm bt c
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tm ly khach hang hin nay, cng ty lun tim kim nha cung cp mun gii thiu san phm, dich vu cho khach hang vi cht lng cao. V th, cng ty ch hp tc vi cc nh cung cp ln, uy tn ti Nng nh Karty Coffee, Khch sn Gold coast, Hi sn i Long, Nh hng c sn Trng Sa, Thm m Vin Si Gn Xun Hng, Siu th o ci Hoa Hu, Kem Monte rosa (kem ), Qun Kpop Zone, Cng ty My tnh Phong V, Cu lc b Yoga Kim Dung Co.opMart, 3D Cafe Da Nang, Cc nh cung cp c mi quan h lm n lu di vi cng ty l qun hi sn i Long 30/4 Nng, Cu lc b Yoga - Th dc thm m KIM DUNG - Tng 3 siu th Co.opMart - Nng, Khch sn Gold coast - 27 H Xun Hng, TP. Nng y l cc nh cung cp v s gi mi quan h lu di vi cng ty. Nhng nh cung cp ny lun c chng trnh khuyn mi dnh cho khch hng v thng qua cng vinmua.com n tay khch hng vi chi ph thp nht. Khach hang. Moi san phm, dich vu lam ra u co muc ich phuc vu khach hang va nu khach hang thoa man se em lai li nhun cho cng ty nn nghin cu khach hang la iu v cung quan trong. s dng c sn phm dch v, cng ty thng tin hnh pht th. Nhn chung cng ty thng phn loi khch hng nh sau: - Khch hng l t chc : mua sn phm, dch v n ung, gii tr sau gi lm vic cng thng hay hp bn cng vic v d trng hc, c quan nh nc, cc cng ty - Khch hng l cc c nhn : mua sn phm, dch v phc v cho bn thn nh n ung, tha mn nhu cu ca h v d c nhn, h gia nh Tt c nhng sn phm, dch v ca cng ty u ph hp vi tng nhu cu ca loi khch hng v cng ty tp trung phc v cho vic n ung, vui chi, gii tr. Nhng hot ng ny c nhu cu thit yu i vi khch hng trong cuc sng hin nay i thu canh tranh. Vic pht trin kinh t vi a ngnh, a sn phm, a dch v nh hin nay t hn c rt nhiu cng ty, doanh nghip cng sn xut ging v loi hng ha, dch v no . V th, s cnh tranh khc lit xy ra l iu ng nhin v l iu gy kh khn cho doanh nghip tm ch ng trn th trng. Bn cnh nhng mt yu, th cnh tranh cn tn ti nhng mt mnh l chnh s cnh tranh m cc doanh nghip khng
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ngng n lc vn ln t thc y s pht trin kinh t ca vng, ca t nc. Hot ng cnh tranh xy ra l iu tt nhin v cng khng th trnh khi. i vi cng ty Chi Ha chuyn v cung cp phn mm th ti th trng Nng c rt nhiu doanh nghip hot ng v ngnh ny c th nh Cng ty C phn phn mm FPT Nng. y l mt cng ty rt ln xut hin th trng t rt sm v c rt nhiu chi nhnh trn ton quc cng i ng nhn vin lu nm dy dn kinh nghim. Hay nhiu cng ty khc nh Cng ty C phn Cng ngh phn mm Nng, Cng ty c phn phn mm FPT- chi nhnh Nng, Bn cnh , i th ca vinmua.com ca cng ty cng khng th khng k n l muachung.vn l d n thnh vin ca Cng ty C phn Truyn Thng Vit Nam - Tng 22 thp B, Vincom 191 B Triu, Hai B Trng, H Ni c vn phng ti 15 Hong Vn Th, Phng phc Ninh, Hi Chu, Nng. y l trang web bn hng theo hnh thc mua hng trc tuyn vi nhiu im ni tri nh giao din website vi rt nhiu chc nng, c nhiu sn phm, dch v tha h khch hng la chn cng hot ng nhiu cc thnh ph ln nh H Ni, TP. H Ch Minh, Nha Trang, Vng Tu, Hi phng, Nng vi vn phng chnh ti H Ni v TP. H Ch Minh. Ngoi ra cn c cng phagia.com.vn thuc cng ty TNHH Thng Mi X hi Vit Nam mt thnh vin ca nhm cng ty phununet.com cng hot ng rt mnh rt nhiu tnh thnh trn c nc mc d mi hot ng vo thng 6/2010. Mi trng vn ha trong cng ty. Mi trng vn ha l mt yu t quan trng doanh nghip c th hot ng v pht trin. Nu ni lm vic m to c khng kh tt th mi hot ng ca nhn vin s khng thy thoi mi, lm gim kh nng sng to trong cng vic dn n cht lng cng vic gim st nh hng rt ln n cng ty. Bit c tm quan trng ca mi trng vn ha trong cng ty, cng ty Chi Ha ly con ngi lm mc tiu kinh doanh, lun lun to khng kh lm vic vui v, thoi mi nhng trt t trong cng ty. Nhn vin mi s c nhn vin c to iu kin hng dn v gip tn tm. T , cng vic s n nh hn v thu ht nhiu ngun nhn lc vo lm vic v cng hin ti nng gip cng ty pht trin. 2.2.4.2. Mi trng v m Mi trng kinh t.
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Kinh t Vit Nam chiu anh hng cua nn kinh t th gii. Nn cuc khung hoang toan cu nm 2008 a anh hng it nhiu n mc tiu dung cua ngi tiu dung Vit Nam. Nhng trai qua gn 3 nm thi kinh t xu hng n inh va ngay cang i ln tao iu kin thun li cho vic giai quyt vic lam va tng thu nhp cho ngi dn. Do o nhu cu cn c mua sm, n ung va giai tri cua con ngi cung tng ln ng lc chinh cua tng trng la s tng trng manh cua ngi tiu dung ni ia va xut khu (9 thang u 2010 tng 39,5% so vi nm 2008). Tuy nhin Vit Nam vn phai i mt vi nguy c t ty l lam phat tng va s mt gia cua tin ng. D tinh trong nm 2011, ty l lam phat Vit Nam se mc 10,5% sau khi kim ch lam phat qua mc trong nm 2010. Nhng nguyn nhn chinh la do mc tng gia hang hoa nguyn liu va thc phm trn th gii se khin gia cac mt hang tng ng Vit Nam tng ln. T cac yu t trn, a anh hng khng nho n hoat ng chi tiu n ngi tiu dung . Tuy vy trong nhiu nm tr li y, Ngn hng nh nc (NHNN) kin tr chnh sch n nh ng tin Vit Nam so vi ng la M. Din bin t gi trong nm 2010 l kh phc tp. Mc d NHNN iu chnh nng t gi lin ngn hng hai ln vo thng 2 v thng 10, khong cch gia t gi chnh thc v t gi trn th trng t do lun mc cao. ng thi a ra cac bin phap nhm kim ch lam phat, thc hin goi kich cu, khuyn khich u t...se tao cho cac doanh nghip Vit Nam noi chung va cng ty Chi Ha noi ring co c hi phat trin va a ra cac chin lc phu hp vi tng giai oan thay i cua nn kinh t. Mi trng dn s. Theo Tng cc Thng k dn s trung bnh c nc nm 2010 c tnh 86,93 triu ngi, tng 1,05% so vi nm 2009. Quy m dn s Vit Nam vn ngy mt ln do s dn tng thm trung bnh mi nm cn mc cao. Trung bnh mi nm dn s Vit Nam tng thm khong 1 triu n 1,1 triu ngi. y l mt th trng tiu th y tim nng v trin vng, va l ngun nhn lc di do vi gi nhn cng r. S th ha tng ng ngha vi mc sng tng, nhu cu mua sm tng ng k c bit l cc thnh ph ln Tuy nhin, vn dn s, bao gm c quy m, c cu, cht lng dn s v phn b dn c, l nhng thch thc ln i vi s pht trin bn vng t nc v nng cao cht lng cuc sng nhn dn c hin ti v trong tng lai. Trong nhng nm gn y, dn s a Nng khng ngng tng ln va i sng con ngi dn cung khng ngng c cai thin. Theo kt qua iu tra dn s va nha
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thi tc pht trin dn s di mc 1,2% vo nm 2010. Trong 10 nm qua dn s a Nng tng 1,3 ln binh qun tng 20,2 nghin ngi mi nm. Tc tng binh qun hng nm la 2,62%. Ngoai ra, a Nng co ngun lc di dao ( ngun lao ng chim hn 50% dn s thanh ph ). S lao ng co chuyn mn ky thut a qua ao tao chim gn lc lng lao ng. Chi phi lao ng a Nng thp hn so vi mt s thanh ph khac trong nc. Ngoai ra, tc phat trin cua thanh ph thi gian qua cung a thu hut c lc lng ln lao ng ngoai tinh n lam n sinh sng va du lich iu o lam nhu cu tiu dung cua thi trng a Nng ngay cang cao hn. Vi nhu cu tiu dung ngay cang cao va c cu dn s nh vy se tao iu kin thun li cho thanh ph trong vic canh tranh thu hut u t nc ngoai va cung cac n vi, doanh nghip trn ia ban thc hin chinh sach xy dng thi hoa. Mi trng cng ngh Hin nay, cng ngh thng tin c ng dng rng ri trong tt c mi lnh vc ca i sng x hi Vit Nam. C 4 thnh t chnh trong chnh sch cng ngh thng tin Vit Nam v ang c thc hin tt nhm mc tiu pht trin kinh t, x hi. l gi c dch v, thit b r; truy cp d dng; ni dung phong ph v cui cng l con ngi. Cho n nay, Internet tr nn quen thuc ti cc thnh ph ln, th trn, th x Vit Nam. Thm ch ti mt s vng qu, nhiu gia nh nng dn bit s dng Internet ly thng tin v khoa hc nng nghip, gi c nng sn... phc v cho cng vic ca mnh. Vi tc pht trin t 35%/nm - 37%/nm lin tc trong nhiu nm, t l ngi s dng Internet Vit Nam vt qua mc trung bnh ca th gii l 16,9%. Nm 2010, ngnh cng ngh thng tin Nng t doanh thu khong 7.300 t ng, trong ring kim ngch xut khu phn mm t 11 triu USD, tng 30% so vi nm trc. Hin Nng c 700 doanh nghip hot ng trong lnh vc cng ngh thng tin. Cng nghip phn mm ca Nng khng ch pht trin mnh v s lng, thu ht mt lng ln lao ng cht lng cao m cn to lc pht trin cho nhiu lnh vc khc. Th trng phn mm xut khu ca Nng khng ngng c m rng. Nhiu doanh nghip nh gi chnh nh h tng cng ngh thng tin ca Nng c bn cng vi chnh sch thu ht u t tt, th tc thng thong m h quyt nh chn Nng l im n u t.
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CHNG III : ANH GIA HOAT NG KINH DOANH BNG HNH THC THNG MI IN T TI CNG TY TNHH CNG NGH V GII PHP CHI HA QUA MA TRN SWOT
3.1. ANH GIA HOAT NG KINH DOANH BNG HNH THC THNG MI IN T QUA MA TRN SWOT TI CNG TY TNHH CNG NGH V GII PHP CHI HA. 3.1.1. im mnh Cng vi xu th pht trin kinh t ton cu ha hin nay, thnh ph Nng cng khng ngng vn ln pht trin kinh t, cng ngh thng tin vng mnh cho ph hp vi nhu cu cao ca con ngi. Nm bt c yu cu cp thit cng ty Chi Ha khng ngng n lc hon thin. C i ng nhn vin giu kinh nghim, c trnh nghip v cao v i ng lnh o c trnh vi tnh thn nhit huyt vi cng vic cng mi trng hot ng thn thin c kh nng tip cn nhng yu cu kht khe nht ca khch hng. Cng ty lun lun tuyn i ng nhn vin thng xuyn vi mong mun c c nhng sng kin tt nht t nhng ngi tr tui. Sn phm, dch v cng ty c tiu th ch yu ti th trng Nng cnh tranh rt mnh vi muachung.vn v ngy cng chim c tnh cm ngi tiu dng. Cc dch v ca cng ty ch yu tp trung phc v nhu cu n ung, lm p, du lch nhm hng n phc v khch hng mt cch tt nht . Cht lng phc v khch hng tt to uy tn cho cng ty thng qua thi gian giao hng tn ni, chnh sch chit khu, lun tm kim nhng sn phm dch v tt nht vi chi ph r nht v ph hp nht. l do cng ty hp tc v lm vic vi nhiu nh cung cp c uy tn, to s tin tng ca nh cung cp bng cch tm nh cung cp mun gii thiu sn phm thng qua chng trnh khuyn mi mt mt em khch hng n cho cc nh cung cp. C s h tng v cng ngh thng tin cng c cng ty ch trng v pht trin m bo cho hot ng kinh doanh t hiu qu, to th mnh khi tham gia vo hot ng thng mi in t.
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3.1.2. im yu Tuy nhin bn cnh nhng im mnh trn, cng ty cn mc phi nhng nhc im m cn phi sa i. Cng ty mi thnh lp nm 2008 nn gp kh khn v vn ti chnh, n pht trin thng hiu in t, cn b ng cha nm vng ht tnh hnh th trng nn i khi a ra cc chin lc cn chm cha c s t ph. Do doanh thu t hot ng kinh doanh thng mi in t chim s t, khng ng k. Vic gia nhp hnh thc thng mi in t vo th trng Nng cn kh mi m, cha pht trin dn n vic thu ht khch hng n vi cng ty cn hn ch. iu cng i hi cng ty phi n lc ht mnh, xy dng hnh nh p trong tm tr khch hng. V hnh thc, website ca cng ty cha c hon thin, giao din n gin cha bt mt gy hp dn vi khch hng. V vy kh thu ht, li cun s truy cp ca khch hng chnh v th khch hng t bit n cng ty. Cng ty cha trang b tnh nng gi hng, vic thanh ton qua mng vn gp nhiu ri ro, h tng php l v thng mi in t cha hon thin cha to s tin tng tuyt i t pha khch hng v th ch yu vn theo phng thc truyn thng l thanh ton trc tip l chnh. Cha c trung tm h tr trc tuyn, gii p thc mc v khiu ni ca khch hng. Tuy c i ng nhn vin c trnh cao nhng vic o to nhn lc cho hot ng thng mi in t cn chm, thiu bi bn khin cho cng ty cha vng v chuyn mn thng mi in t iu gy kh khn cho vic tip cn mi trng in t hin nay. Hnh thc qung b hnh nh cng ty cn chm cha pht huy th mnh, cha quan tm nhiu n cc hnh thc marketing in t, cha lin kt vi nhng trang web khc do s lng ngi truy cp cha nhiu. Gi tr vn ha, tinh thn, phi vt th, tiu dng c tc ng mnh m n hnh vi tiu dng ca con ngi. N c tc ng n cc h gia nh, t chc, tn giovi thi quen sinh hot, mua hng, s dng ca ngi dn. c bit, i vi khu vc min trung ni chung v Nng ni ring, cuc sng cn nhiu thiu thn v vt cht nn thi quen mua hng thng e d, thn trng v tnh ton v vic tip thu cng ngh thng tin cn km v th thng thiu lng tin vo ngi bn, thc hin cc giao dch qua thng tin rt kh khn nh trc tip mua hng trn mng, chuyn tin in t
SVTH: L Th Chu Ly Lp CCQTM02D Trang 42
Nhn thc c tm quan trng ca yu t vn ha x hi, cng ty Chi Ha cng phi thay i b mt vn ha trc tin trong ni b cng ty ri tin n tm hiu r vn ha tng khu vc ph hp vi thi quen ngi tiu dng v phi bit cch thay i em li cho ngi tiu dng nhng sn phm, dch v mi nht nhm nng cao sc cnh tranh trn th trng. 3.1.3. C hi Hin nay, nn kinh t ang trn pht trin chim vai tr rt quan trng c bit Vit Nam ang gia nhp WTO iu cc khin cho cc doanh nghip khng ngng n lc khng nh v th trn thng trng. Nng cng thot khi s cn thit phi pht trin . S tng trng hay suy thoi nn kinh t, t l tht nghip, gi c, lm pht u nh hng n sc mua ngi tiu dng. V vy vic p dng kinh doanh in t vo kinh t s em li tit kim hn cho ngi tiu dng. pht trin kinh t, Nng cp php mi cho 24 d n u t trc tip nc ngoiv c 4 d n FDI tng vn, vi tng vn u t cp mi v tng thm 270,3 triu USD. c bit, gi kch cu ca Chnh ph thi gian qua tc ng tch cc n hot ng ca doanh nghip thnh ph. y c th c coi l c hi cho cng ty tng bc phc hi v pht trin sn xut m cn to ra mt chui gi tr khc t sn xut n tiu dng sn phm, pht trin ngun nhin liu, lu thng hng ha... Th trng Nng l mt th trng tim nng v thng mi in t nu bit cch khai thc v thay i cch tip cn hng ha ca khch hng theo mi trng internet th cng ty cng d pht trin nhanh chng. Nhu cu ca con ngi ngy cng cao v i hi nhu cu v sn phm, dch v phi tt cng vi tit kim c thi gian v chi ph s thu ht c khch hng hn. Nhu cu n ung, lm p kh cao to iu kin cho cng ty vn dng ti a khi khai thc nhu cu ny. Nm 2011 l nm c nhiu bin ng, gi c vt cht leo thang mt cch nhanh chng, t l lm pht gia tng nhng thu nhp cua ngi dn th khng tng c bao nhiu. V th, nhiu gia nh, c quan, doanh nghip co s n o khi tiu dng sn phm, dch v no . Cng vi mong mun tit kim thi gian v chi ph iu ny khin doanh nghip c c hi m rng dch v, sn phm n ngi tiu dng vi mc ph thp nht v thi gian nhanh nht vn c th s dng nhng sn phm dch v tt nht.
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Hot ng kinh doanh ca cng ty thng qua cng thng mi in t vinmua.com ang tng bc bt kp xu th pht trin thng mi in t hin nay. iu ny to li th thu ht khch hng mc tiu vi mong mun tit kim thi gian v chi ph. Nm bt r nhu cu ca khch hng v tnh hnh th trng t xy dng mt chin lc kinh doanh mi phc v khch hng tt hn trong thi k bo gi. Yu t cng ngh l mt yu t quan trng trong nn kinh t hin nay. t thnh cng th phi vng vang v cng ngh, l nhn t quan trng quyt nh s thnh cng ca doanh nghip. Xu hng cng ngh ha chuyn ngi tiu dng thnh ngi trc tip to ra v thay i cch thc truyn thng. Trong mi trng kinh doanh thng mi in t, tnh thun tin, nhanh chng, tin cy l yu t quan trng quyt nh s thnh bi ca doanh nghip. Do , cng ty phi khng ngng u t v cng ngh nhm y mnh pht trin kinh t doanh nghip. 3.1.4. Thch thc Cng vi vic bng n v cng ngh thng tin hin nay vi hnh thc hot ng kinh doanh bng thng mi in t ang trn pht trin Vit Nam ni chung v Nng ni ring l mt iu kin tt pht trin kinh t vng, pht trin kinh t t nc. l c hi cng nh thch thc i vi cc cng ty Vit Nam trong c cng ty Chi Ha. Trong c ch th trng s cnh tranh khc lit din ra thng xuyn v cht lng, gi c, yu t lm phtcng lun l thch thc i vi cc doanh nghip ang trn ng pht trin kinh doanh ca mnh. i th cnh tranh l mt yu t quan trng gip cho cc doanh nghip khng ngng n lc vn ln hon thin mnh hn trong con mt ca ngi tiu dng hin nay. Vic mua sm qua mng khng cn xa l m cng ph bin trong th trng thng mi in t. Kinh t cng pht trin, nhu cu con ngi cng cao to nn s bng n trong cnh tranh ginh th phn. Do , vic ngy cng xut hin nhiu i th cnh tranh tr thnh mt yu t tt yu trong nn kinh t th trng. S xut hin hng lot cc i th cnh tranh cng l mt thch thc ln i vi cng ty Chi Ha. V vy cng ty cn phi to s t ph, am hiu i th cnh tranh nhm ginh u th, n lc c gng khng ngng trc mt em li lng tin t pha khch hng bng cung cp nhng sn phm, dch v tt nht. Cng c nhiu i th cnh tranh th cng ty cng phi a ra nhiu chin lc mi c kh nng pht trin th trng nhanh nht nhm
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ginh th phn. iu ny i hi vic trau di k nng thng mi in t cho i ng nhn vin cng cp thit. Th trng thng mi in t cn kh mi m i vi Nng, v th pht trin v xy dng c nh hng ng khi pht trin th trng ti y cng l iu nan gii cn phi gii quyt v c chin lc ng n. cng l thch thc ln i vi cng ty Chi Ha khi mun pht trin th trng ti Nng. 3.2. MA TRN SWOT CHO HOT NG TMT TI CNG TY TNHH CNG NGH V GII PHP CHI HA
T nhng nh gi trn, ta rt ra ma trn SWOT cho cng ty nh sau:
Bng 3.1: Ma trn SWOT 3.3. XUT CHIN LC TRONG MA TRN SWOT TI CNG TY im mnh - S im yu - W S1.C i ng nhn vin giu kinh nghim, W1. Cha vng v ti chnh. c trnh nghip v cao. tm nhn. ngi tiu dng trong xu hng hin nay. trin. S5. Chi ph r, ph hp. S6. Quan h vi cc nh cung cp uy tn. W2. Vic o to nhn lc v thng mi W3. Mi gia nhp vo th trng, cha c W4. Website ca cng ty cha c hon W5. Cha c trung tm h tr trc tuyn, gii p thc mc v khiu ni ca khch hng. W6. Hot ng qung b gii thiu hnh nh cng ty cha c chu trong. C hi - O Thch thc -T O1.Th trng Nng l mt th trng T1. Vit Nam gia nhp WTO. tim nng. O1. Bin ng ngy cng ln v gi c O3. Xu hng cng ngh ha. ngy cng ln. T2. Khung php l v thng mi in t cha c hon thin. T3. nh hng bi gi c, lm pht, bin T4. p lc t i th cnh tranh. T5. Thoi quen mua hang truyn thng cua ngi tiu dung kho thay i. S2. Ban qun tr c nng lc, tham vng v in t cha bi bn, cn chm. S3. Sn phm, dch v ph hp vi nhu cu s t ph v chin lc pht trin. S4. C s h tng c ch trng v pht thin, giao din n gin cha bt mt.
O4. Nhu cu mua sm ca ngi tiu dng ng v kinh t.
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Qua phn tch trn cho thy nhng mt yu km ti cng ty vn cn tn ti nhiu. Tuy nhin vn c nhiu c hi, thch thc cng ty pht trin, nm vng th trng c bit l th trng Nng. Sau y l mt s chin lc nhm lm cho cng ty c ci nhn ng n hn a ra cch khc phc yu im v vn dng c li th v c hi v phi lm th no vi nhng thch thc trc mt. Cng vi iu kin cng ty nh hin nay, ta a ra cc chin lc sau: 3.3.1. Nhm S - O To cc chin lc da trn u th ca cng ty tn dng cc c hi th trng. - S3,S5 + O1:Vi tnh hnh gi c khng n nh nh hin nay rt nh hng ti sc mua ca ngi tiu dng. Ngi tiu dng rt thn trng khi chn la mua sn phm, v phi cn tm hiu gi ph hp vi cht lng va . V vy, hnh thc hot ng thng mi in t l mt th mnh v bn hng qua mng chu tr thu t so vi bn hng ti cc i l do gi c c th r nhnh hn i cht. Ta thy, im mnh ca cng ty Chi Ha lun lun a ra nhng sn phm, dch v ph hp vi nhu cu ca ngi tiu dng hin nay vi s lin kt cc nh cung cp em to chi ph r, ph hp l nh trng tm l v vic chi tiu vi vic tit kim thi gian mua sm v chi ph trong thi bo gi cng vi c hi trong s pht trin hnh thc bn hng thng mi in t ang tng bc c nhng im mi trong th trng Nng ang l th trng tim nng pht trin. Vi gi c leo thang mt cch chng mt nh hin nay th nhng yu t trn gp phn to li th cho cng ty ngy cng chim c th phn, ginh u th pht trin loi hnh mi ny. V th, cng ty nn a ra chin lc thm nhp th trng. -S1,S2,S3,S5 + O3,O4: Mt trong nhng yu t em li s thnh cng trong cng ty khng th khng k n i ng nhn vin, h l ngi trc tip a ra v thc hin nhng chin lc pht trin, lun thay i v tm hiu nhu cu th trng. Vi im mnh ca cng ty l c i ng nhn vin giu kinh nghim, c trnh nghip v cao v i ng lnh o c trnh cng s bng n v cng ngh thng tin cho thy cng ty c nhiu c hi tip thu nhng cng ngh mi t i ng nhn vin nhit huyt ny. Kt hp hai iu ny em li li th rt ln cho cng ty pht trin v mi mt gip cng ty khc phc c nhng yu im khi mi bt u pht trin kinh doanh ca mnh.
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Ngay nay, gia ca trn thi trng co s bin ng ln, v th ngi tiu dng ngy cng chung nhng sn phm, dch v co cht lng nhng tit kim thi gian v chi ph. Khng ch vy, cuc sng con ngi ngy cng gia tng nn ko theo nhu cu cng ln. Bit c iu nay nn cng ty lun mong mun co th ap ng tt cac nhu cu cua khach hang, cng ty chon phng chm tit kim thi gian va chi phi lam nn tang hoat ng, co th thc hin tt phng chm nay cng ty khng ngng nguyn cu thi trng va hoan thin minh hn na, do o nn cn chon chin lc pht trin thi trng la thich hp. Bi vi, khi o cng ty se phai i nghin cu su hn, tim hiu thi trng minh ang hoat ng cn gi, ap ng tt hn na nhng nhu cu cho tt ca ngi dn thi trng ma cng ty ang hoat ng. - S1,S2,S6 + O4: Khng ch c yu t i ng lao ng l cn thit cho mi hot ng kinh doanh ca cng ty m cn phi ni n nh cung cp nhng sn phm, dch v cho cng ty. iu ny v cng quan trng bi v sn phm, dch v c tt hay khng t mi c th phc v ngi tiu dng tt hn th iu ph thuc hon ton vo nh cung cp. Trong khi , cng ty Chi Ha hot ng bn hng trc tuyn thng qua cng vinmua.com, cc sn phm, dch v u ly t cc nh cung cp. Cng ty mun to uy tn vi khch hng th cn phi c quan h lm n vi nh cung cp cht lng. Vi im mnh hng ng nhn vin gii cng ban lnh o c tm nhn, cng ty lm vic vi nh cung cp uy tn vi sn phm, dch v cht lng s em li s hi lng cao t pha khch hng. iu cng buc doanh nghip phi a ra chin lc pht trin hi nhp v pha sau thu ht cng nhiu nh cung cp n vi mnh mt mt em li nhng sn phm, dch v ngy cng a dng, phong ph ph hp vi nhu cu cao ca ngi tiu dng mt khc em li li nhun cho c hai pha gp phn pht trin t nc. 3.3.2. Nhm W- O To cc chin lc da trn kh nng vt qua cc yu im ca cng ty tn dng c hi th trng. - W2,W4,W5 + O1,O3,O4: Vi s pht trin mnh m v hot ng thng mi in t cng vi nhu cu ngy cng cao ca con ngi mun n ngon mc p v tha mn nhng dch v hin c v i hi nhng dch v phi phc v con ngi tt hn trong tng lai th khng th khng quan tm ti loi hnh ny. N rt quan trng v cn phi khc phc nhng yu im hin c ca cng ty ng thi tn dng c hi
pht trin. Nu trong cng ty c trnh v chuyn mn thng mi in t nh hin nay th khng th cnh tranh ni vi cc i th khc. Do , nng cao hiu qu ng dng, tn dng th trng tim nng v thng mi in t, cng ty phi khc phc v nhanh chng tng cng ngun nhn lc v lnh vc ny. Trc mt, c c bc i u tin th cn phi o to bi dng v trnh thng mi in t ca i ng qun tr v nhn vin v xy dng i ng chuyn gia rnh v tin hc thng xuyn bt kp xu hng pht trin kinh t s ha v pht trin h thng bn hng qua mng phc v cho hot ng thng mi in t.. Giao din web cng l mt trong nhng yu t quan trng thu ht khch hng. N to ci nhn u tin khi khch hng tip xc vi cng ty. Giao din c tnh thm m, p bt mt cng khin cho khch hng t m mun vo xem th. V lun m bo tc duyt web nhanh nu chm s gy s nhm chn. Ti u ha cc cng c tm kim web gip khch hng tm sn phm nhanh hn khi mt thi gian, a dng ha sn phm, dch v p ng tt yu cu cao ca khch hng to khch hng s t m mun tm hiu. Vi khuyt im v giao din cha tht s em lai thanh cng cho cng ty, iu nay co th d dang sa i tn dung vic thu hut khach hang hn o la m rng, xy dng v pht trin nhiu ng dng, dch v trn internet thng qua cc link lin kt gy s ch t khch hng. phc v khch hng tt hn na th khu chm sc khch hng cng rt quan trng. Khch hng mun g, phi lm nh th no v s dng ra sao u t ra cho cng ty nn c chnh sch h tr, gii p thc mc ca khch hng. T , cng ty s bit c im mnh, im yu ca mnh, khc phc nhc im pht huy u im khch hng s tin tng doanh nghip hn to li th cnh tranh hn. iu cng phi thc hin vi s pht trin mnh v cng ngh thng tin hin nay v nhu cu tiu dng cao ca khch hng. Tm li, cng ty nn vic chon chin lc thm nhp th trng se phu hp. 3.3.3. Nhm S - T To cc chin lc da trn u th ca ca cng ty trnh cc nguy c ca th trng. - S1,S2 + T1: Vi i ng nhn vin giu kinh nghim v sng to, lun hc hi tip thu nhng ci mi cng vi s ng lng ca tt c nhn vin. l nh s lnh o ti tnh, sng sut ca ban qun tr s em li hiu qu cao. Nh vy s bng n v
cng ngh thng tin nhanh chng vi Vit Nam gia nhp WTO s to cho cng ty c hi hc hi v cang bt buc i ngu nhn lc phai phat huy ht kha nng cua minh. T o mi co th a ra cac chin lc, giai phap a cng ty i ln. V vy, cng ty nn chn chin lc pht trin th trng l iu kin tin quyt. - S3,S5,S6 + T2: Kh nng cnh tranh ca cng ty yu hay mnh l vic em li sn phm, dch v c ph hp vi nhu cu th trng hay khng. iu do th trng quyt nh. Th trng lun bin ng khng ngng nu doanh nghip khng thch nghi tt c th s khng tn ti. Cc yu t tc ng n th trng bao gm nhiu yu t, mi yu t c vai tr khc nhau v cn phi khai thc, tn dng c nhng yu t em li th mnh cho mnh. Yu t lm pht l yu t nh hng rt nhiu v gy bin ng th trng trong vic tiu th sn phm, dch v lm cho gi c mi th tng cao gy nh hng rt nhiu v pht trin kinh t t nc. Lm th no c nhng sn phm dch v tt vi gi r cho ngi tiu dng trong iu kin chi ph nguyn vt liu tng nhanh hin nay? Cu hi lun t ra i vi cc doanh nghip. V th, cng ty Chi Ha lun tm kim nhng sn phm, dch v t cc nh cung ng c uy tn lun c cht lng tt vi mc gi r ph hp. T o c s ung h rt nhiu t phia doanh nghip, cac ba ni tr trong vic lam ep, n ung. Nh vy, giam thiu kha nng khach hang han ch tiu dung cac san phm, dich vu khi lam phat ngay cang gia tng ma cng ty a ra. iu cho thy cng ty nn vch ra chin lc thm nhp th trng 3.3.4. Nhm W - T To cc chin lc da trn kh nng vt qua hoc hn ch ti a cc yu im ca cng ty trnh cc nguy c ca th trng. - W2,W3,W4 + T2,T5: Tri qua nhiu nm i mi v pht trin,Vit Nam khng nh vi th vi cc nc trn th gii thu ht cc nh u t nc ngoi n vi Vit Nam. Cng c nhiu doanh nghip mc ln th s canh tranh cng ln v khc lit. V vy, cc doanh nghip khng ngng n lc, tm kim nhiu hot ng chin lc nhm thm nhp v pht trin ra th trng ln mnh. l iu khng n gin cht no, i hi phi c sc mnh v li th bn trong ln bn ngoi. Mc d cng ty c li th v ngun nhn lc di do, chuyn nghip nhng vn am hiu v lnh vc thng mi in t cn km so vi cc cng ty khc, vi vic cng ty mi gia nhp vo th trng nn cha c s t ph v chin lc pht trin, cho nn cng ty cn xem xt li vic phi o to cho nhn vin mnh thm v lnh vc cng ngh thng tin hn na, nng
cao trnh v cng ngh cho nhn vin. Vic o to phi ph hp vi tnh hnh ti chnh ca cng ty. Bn cnh khung php l dnh cho thng mi in t vn cha hon thin nn ngi tiu dng khng c an tm khi mua hng qua mng, h vn c ngh mua hng nh vy s b la gt. Khch hng lo s thng tin trong th tn dng b k xu li dng rt tin, doanh nghip s khch hng khng thanh ton cho cc cng ty tn dng. iu ny cng d hiu v vi cng ngh thng tin hin i by gi th s tn cng vo internet ngy cng cao. vy cng ty li cha c trung tm h tr trc tuyn, gii p thc mc v khiu ni cho khch hng nn c nhiu thc mc li thm nhiu nguy ngi trong lng khch hng. iu cng khin doanh nghip c th sa i hn ch nhng im yu cn ang tn ti bt kp xu hng pht trin kinh t kt hp vi cng ngh thng tin ang pht trin hin nay. V vy, cng ty nn c mt chin lc thm nhp th trng i su vo p ng tt nhu cu ca khch hng - W3 + T3,T4: Vit Nam c xem l mt th trng ln v y tim nng nn khng t cc doanh nghip nc ngoi xem y l ming ngi ngon nhy vo kinh doanh, nn vic cnh tranh by gi khng ch l cc doanh nghip Vit m cn c doanh nghip nc ngoi. Cc i th khng ngng a ra nhng sn phm mi, dch v mi, bn cnh nhu cu tiu dng b nh hng bi gi c, lm pht, bin ng v kinh t. Nn s thich tiu dung cua ngi dn cung theo o ma co phn thay i. Phn ln ngi tiu dung thy nu co mt san phm nao mi xut hin trn thi trng gia ca phai chng ma co th ap ng c mt phn mong mun ma ho cn thi ho cung se chon, hoc nhng san phm co khuyn mai thi thng c ngi tiu dung chu y n u tin. Vi thi trng y bin ng nh th nhng do cng ty mi thanh lp cha co nhiu kinh nghim hoat ng nn cac chin lc kinh doanh cua cng ty cung chi la theo sau i thu canh tranh cha co s t pha khac bit nn khach hang thng it chu y n cng ty ma chi quan tm n cac i thu manh hn so vi minh. Nn vi trng hp nay cng ty nn ap dung chin lc phat trin san phm mi khac so vi i thu cua minh, nhng cac san phm nay phai phu hp vi thi trng hin nay co cng ty co th ng vng trong thi trng khc lit nay. 3.4. LA CHN CHIN LC 3.4.1. Mc tiu pht trin chin lc ca cng ty TNHH Cng Ngh v Gii Php Chi Ha
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Muc tiu hang u cua cng ty la nha cung cp hiu qua nht, chuyn nghip nht co gia thanh hp ly vi nhu cu cua khach hang. Cng ty a va ang n lc ht minh, tich cc hoan thin. Chin lc cua cng ty ang hng n thi trng a Nng va lan rng khp toan quc nhm ap ng nhu cu phat trin va hi nhp quc t cua Vit Nam. Chc chn trong tng lai gn, hang loat hinh thc hoat ng trong linh vc thng mai in t tm c mang tn Chi Ha cung vi cng thng mai in t vinmua.com se moc ln khp t nc Vit Nam, gop phn xy dng hinh anh Vit Nam hin ai, nng ng va phat trin. Trong inh hng nhm tr thanh cng ty hang u v cung cp phn mm, hoat ng theo m hinh thng mai in t. Ngoai ra, cng ty con co nhiu d an trong giai oan xuc tin, lp phng an u t tai cac thanh ph ln Vit Nam va tip tuc hng ti muc tiu ln hn : - H thng dich vu t vn va dich vu sau ban hang: thng qua i ngu nhn vin va s cng tac cua cac thanh vin cng ty co u nng lc va iu kin thc hin cac chng trinh tip cn, t vn va trin khai cac h tr ky thut cho khach hang. Vi vy, cng ty Chi Ha la mt trong nhng la chon tt nht cho khach hang. - H thng hp tac va chuyn giao cng ngh: nhn thc c inh hng phat trin cua Vit Nam va thi trng a Nng lun mong mun s hp tac va h tr t cac doanh nghip trong va ngoai nc, sn sang hp tac va chuyn giao cac cng ngh tin tin. Cng ty Chi Ha nhn thc rng khach hang la yu t quyt inh s tn tai va thanh cng cua cng ty. S hai long cua khach hang chinh la c s quyt inh k hoach kinh doanh va phat trin do o cng ty lun ng dung va trin khai moi phng cach hoan chinh chin lc cua minh v khach hang. Tt ca nhn vin cua cng ty u hiu rng : (1) khach hang ngay mt tip nhn nhiu hn v thng tin do o ho lun co yu cu cao hn va phuc vu tt hn; (2) moi khach hang u binh ng nh nhau va phai phuc vu nh nhau; (3) tao nn mt khach hang mi rt kho nhng vic duy tri quan h va lun lam hai long cac khach hang thi lai cang kho hn va moi nhn vin cua cng ty phai ong gop phn cua minh vao vic duy tri cac mi quan h nay; (4) tuyt i tn trong moi y kin va lun lng nghe co th hiu va lam khach hang hai long mc cao nht.
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T nhng muc tiu trn, cng ty vi quyt tm cua ban lanh ao va toan th nhn vin lun lun c gng va hoan thanh nhng nhim vu ra va c gng tr thanh mt cng ty ln manh thanh ph a Nng noi ring va Vit Nam noi chung trong tng lai khng xa. 3.4.2. La chon chin lc - Chin lc thm nhp th trng: l chin lc m doanh nghip gia tng doanh s ca sn phm hin c trong th trng hin c thng qua cc n lc marketing nng ng. u im: + Tn dng c u th c t lu duy tr mi quan h ng thi c iu kin tng sn lng tiu th t th trng ny. + Gi v tr vng mnh trn khu vc th thng Nng, to th c quyn nh hiu bit r nhu cu v mong mun ca khch hng. + Sn phm, dch v t c uy tn. Nhc im: + Th trng tiu th l nh hp. + Ri ro khi nhu cu t th trng gim st hoc khi khch hng gy sc p v gi, cng ty kh c kh nng thay i tnh th hoc khi i th cnh tranh ln hn thm nhp su vo th trng . + Cn phi c cc bin php Marketing mnh v chuyn nghip hn mi c th pht trin su hn vo th trng ny. - Chin lc pht trin th trng: l chin lc gia tng doanh s bng vic trin khai cc sn phm hin c vo nhng th trng mi. 3.4.2.1. Gii thiu cc chin lc
u im:
+ M rng th trng tiu th trong c nc. + Sn phm, dch v tiu th tng. + Doanh thu tng. Nhc im: + Khng xc nh u l th trng mc tiu u t trng im + Vic u t cng ngh cho pht trin l hn ch. + Ti chnh phi mnh.
- Chin lc pht trin sn phm: l chin lc gia tng doanh s thng qua vic trin khai nhng sn phm mi c lin quan mt thit hoc ci thin cho nhng sn phm hin c trn th trng. Sn phm, dch v ch yu m cng ty Chi Ha cung cp cho khch hng lin quan n gii tr, n ung v lm p t pha nh cung cp. Cc nh cung cp ny mun gii thiu, qung b hnh nh cng ty bng cch lin h v a ra chnh sch khuyn mi n vi ngi tiu dng mt cch nhanh nht. V th, vic ci tin sn phm hin c l khng ph hp vi hot ng ca cng ty - Chin lc pht trin hi nhp v pha sau: l chin lc nhm thu ht ngun cung cp ci thin li nhun hoc kim tra th trng. u im: + a hng ha, dch v. + nh gi c mc tiu dng ca th trng Nng. + Ci thin li nhun. Nhc im: + Cnh tranh gia nh cung cp d gy mt lng. 3.4.2.2. Quyt nh la chn Qua qua trinh phn tich cac chin lc qua ma trn SWOT v cn c vo iu kin thc t th trng hin nay ca cng ty Chi Ha. Cng ty nn i theo chin lc thm nhp th trng v ng thi thc hin chin lc hi nhp v pha sau nay bi vi: - i vi Vit nam, Thng mi in t bt u ni ln trong nhng nm gn y. Tuy nhin, s tng trng ca n vn cn khim tn. Vn t ra l ti sao tnh sn sng v ng dng Thng mi in t trong cc doanh nghip Vit nam li chm trong thi i cng ngh thng tin bng n nh hin nay. Thc trng v ng dng cng ngh thng tin v Thng mi in t ca cc doanh nghip va v nh Vit nam: M h trong hiu bit Thng mi in t. Tuy nhin, doanh nghip cho bit h gp kh khn trong ng dng Thng mi in t vo hot ng xut pht t s thiu hiu bit v k thut trnh by thng tin sn phm, bin tp ni dung, t chc iu hnh website v qun l h thng hu tuyn nh my ch, bng thng...Nhng con s ni trn qu l rt khim tn v phc ha c thc trng ng dng cng ngh thng tin v Thng mi in t ca doanh nghip va v nh. Cng ty Chi Ha chi mi thanh lp
nm 2008 c bit trong giai oan 2008-2009 la khoang thi gian xay ra lam phat va suy thoai kinh t toan cu, Vit Nam cung khng tranh khoi nhng anh hng t cuc khung hoang nay. Ca ngi tiu dung ca nhn ln cac t chc u tim cach ct giam chi tiu nhm tit kim. Vi th, vic thanh lp cng ty giai oan nay se khng tranh khoi gp kho khn. Cung vi cng thng mai in t vinmua.com chi mi bt u ap dung u nm 2010 nn cung khng trnh khi iu , bi vi vic phat trin loai linh vc nay a Nng con chm cha manh so vi cac tinh thanh khac nh Ha Ni, thanh ph H Chi Minh...Tuy nhin, Nng l th trng tim nng chc chn s pht trin trong tng lai v lnh vc ny.ng thi, Nh nc c chnh sch khuyn khch pht trin i vi ngnh hot ng trong lnh vc thng mi in t nn cng to c hi cho doanh nghip u t v pht trin. - Thoi quen tiu dung, s dung san phm dich vu vn a co t lu rt kho thay i t bit la vic trao i mua hang trn mang mc du hoat ng nay c Nha Nc va chinh quyn ia phng khuyn khich phat trin nhng do hanh lang phap ly dnh cho thng mi in t cn hn ch gy nh hng n doanh nghip ln ngi tiu dng trong vic pht trin v la chn loi hnh ny. Cch thay i thi quen ca ngi tiu dng phi cn vn thi gian, khng th mt sm mt chiu c. Nm c yu cu , cng ty lun chn la nhng nh cung cp vi mong mun tha mn nhng mong i ngi tiu dng. Cng ty tc ng dn dn vo thc tiu dng ca ngi dn, gip h nhn thy iu doanh nghip em n thc s c li cho h v cho c doanh nghip. - Cng vi yu cu cp thit ca kinh t th trng trong nc v th gii, cng ty cha th c tim lc vng chc c th cnh tranh vi cc i th cng ngnh khc. Bn hng l mt vic lm quen thuc, cng ty thc hin thng xuyn nhng bn hng ti nhng i th cnh tranh khc lit Nng nh Cng ty C phn phn mm FPT Chi nhnh Nng, Cng ty C phn phn mm TVHD Softi hi tt c kh nng ca cng ty v c th cao hn na. V th, c th pht trin cng ty phi tn dng ngun nhn lc l n by tip thu cng ngh dn dn pht trin hot ng ca mnh, cn lp mt k hoch ng n phc tho nhng im cn c, cn phi lm ph hp vi mc ch, chm m chc nh vy s tt hn cho mt doanh nghip mi bc chn vo hot ng.
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- Cng ngh thng tin cng kinh t s ha pht trin mnh m l im then cht yu cu cc doanh nghip la chn hng i cho mnh. Trong , th trng thnh ph Nng l mt trong nhng th trng tim nng v cng ngh ny. Cng ty tp trung u t cho m rng trang b my mc, thit b tin tin, khoa hc cng ngh. - B phn Marketing hot ng cha c hiu qu , song c th khc phc bng nhiu bin php: t chc b phn marketing ring vi i ng nhn vin marketing chuyn nghip, nng lc tt; trang b tt thit b thu thp v x l thng tin th trng, phn tch tm hiu nhu cu v mong mun ca khch hng t m phn k kt c nhiu hp ng. 3.5. GII PHP CHO CC CHIN LC 3.5.1. Gii php chung 3.5.1.1. Gii php ngun nhn lc o to ngun nhn lc v thng mi in t. o to, gio dc nhn vin thy r tm quan trng ca cng ngh thng tin hin nay c bit l hnh thc kinh doanh thng mi in t, chuyn hiu bit, khai thc thng tin khch hng cng nh yu cu ca khch hng, t a ra nhng chin lc ph hp nh kin thc c bn v s dng my tnh v internet. o to i ng chuyn gia, k thut vin chu trch nhim v chuyn ngnh ca mnh. M rng cc lp o to v thng mi in t. Vic o to c th di hnh thc cp kinh ph cho nhn vin hay t chc nhng bui hc ngay ti cng ty.
Thnh lp b phn chc nng marketing
Hin nay th cng ty cha c phng marketing ring bit m chc nng marketing c thc hin nng ghp. Do tm hiu v phn tch c th trng th Cng ty nht thit phi c mt phng marketing hot ng theo chin lc v k hoch m do phng t chc xy dng chin lc kinh doanh chung ca cng ty thc y qu trnh tiu th sn phm, dch v. Song song vi vic o to th vic tuyn dng chn ra nhng cn b lm marketing chuyn nghip s gip cho cng ty tranh th thi gian tin hnh cc chng trnh marketing. Do vy cn phi tuyn la trong cng ty v ngoi cng ty nhng cn b hiu bit su sc v lm cng tc marketing chuyn nghip. Tuyn dng c l mt yu t quan trng thc y qu trnh tiu th sn phm
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V vy cn i trc mt bc cng ty mi c i ng cn b gii trong cng tc marketing hn nhng i th cnh tranh B phn marketing c nhim v m nhn nhng cng vic nh: kho st th trng, thu thp thng tin v th trng v khch hng, phn tch nh gi tim nng th trng, t vn cho ban gim c phng n hiu qu nht thm nhp th trng v chim lnh th trng. ra cc phng n tiu th sn phm hu hiu, thc hin cng tc khuych chng sn phm, xc tin bn hng v chng trnh xy dng thng hiu. o to i ng cn b lm cng tc d bo thu thp, x l v phn tch ng nhng thng tin v th trng v khch hng t d bo c xu hng nhu cu v mong mun ca khch hng v sn phm ca cng ty. Do cn u t cho o to i ng lm cng tc d bo th trng. Cng ty c th la chn mt trong hai hnh thc o to. o to ti cng ty. Tuyn chn nhng sinh vin chuyn ngnh marketing, v nhng ngi tng lm cng tc Marketing, c bit l chuyn v cng tc d bo th trng. Sau c cn b km cp ch bo. Phng n ny tn dng c kinh nghim ca cn b cng ty, kt hp vi nng lc mi ca nhng ngi c tuyn o to theo phng thc ny t tn chi ph hn. Tuy nhin s chuyn nghip s khng cao, cn c thi gian. Gi i o to ti cc trng i hc, trung tm kinh t: tuyn chn nhng ngi c nng lc, nhy cm trong lnh vc d bo th trng gi i o to nng cao chuyn mn. Phng thc o to ny hiu qu hn, chuyn nghip hn tm ra c nhng ngi c nng lc thc s. Tuy vy chi ph cho o to l ln, mt khc cng ty phi to c iu kin cho h pht huy ht nng lc t c hiu qu cao trong cng vic. Quan h v lin kt. Tht cht quan h hp tc o to va lin kt vi cc trng i hc nh ai hoc kinh t a Nng, ai hoc Bach khoa, Cao ng thng mai.., nhm thu hut sinh vin vao thc tp trai nghim va tn dung c ngun nhn lc di dao nay. Khuynh hng mi ny gip cc n v thnh vin trong mt trng i hc hp tc vi nhau t chc cc kha hc, trong kt hp cc kin thc v kinh doanh, cng ngh v khoa hc x hi. iu gip sinh vin theo hc chuyn ngnh k thut cng ngh tip cn
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c vi nhng mn khoa hc kinh doanh v vn ha trong khi nhng sinh vin thuc chuyn ngnh kinh doanh li c th tip cn cc mn hc v cng ngh. Khen thng v k lut. Khen thng v k lut hp l lun l nhng phng php hu hiu ng vin v qun l i vi nhng ngi thc hin cng vic. thc y cc nhn vin hot ng hiu qu bng hnh thc khen thng hp l v kp thi. Khen thng ny c trch t qu khen thng. Khen thng theo gi tr thu nhp, hay khen thng theo nng sut lm vic c tc dng nu bit khen thng ng ngi, ng cng vic. V th, cng ty cn c ch khen thng hp l tin hnh ng thi vi vic thit lp b my Marketing nghin cu trin khai cng tc d bo xu hng nhu cu ca khch hng i vi tng loi sn phm trn th trng mc tiu m cng ty chn. 3.5.1.2. Gii php cng ngh thng tin
Nng cao c s h tng.
y l iu kin quan trng nht tin trnh thc hin thng mi in t c nhng bc bt ph. CNTT v Internet tr nn khng cn xa l v l knh thng tin khng cn xa x i vi ngi dn Vit Nam, n vn xa ti mi ni trn th gii. iu chng t, chng ta hon ton c th thc hin nhng cuc bt ph cho TMT Vit Nam. CNTT tr nn ph bin, t nc ta li ng trc nhng thch thc mi ca TMT nhiu vn khc c lin quan n nn kinh t s. Cn pht trin u t hn na v c s h tng cng ngh thng tin, to nn mng vng chc cho s pht trin. Cho ti nay, nhiu khch hng vn cha thc s tin tng vic giao dch qua mng. Trong hot ng bn hng trc tuyn iu ny cng th hin r, khch hng khng dm t hng qua mng v s cht lng sn phm, dch v khng tt khng m bo yu cu v quen nhn tn mt s tn tay.
Hon thin website

Website l mt ca hng trc tuyn trn mng ca mt doanh nghip. Khi tham gia TMT cc cng ty tt yu phi tin hnh xy dng cho mnh website, v to cho khch hng mt lng tin u v s an ton m trang ch ca cng ty c th em li cho h. Khch hng s tip cn sn phm thng tin qua hnh v, nhng li m t, gii thiu, s , cu to, cc Video clip... t o hiu bit c nhiu thng tin v cng ty hn. ng thi, giao din web cng l mt trong nhng yu t quan trng thu ht khch hng. N to ci nhn u tin khi khch hng tip xc vi cng ty. Giao din c tnh
thm m, p bt mt cng khin cho khch hng t m mun vo xem th. V lun m bo tc duyt web nhanh nu chm s gy s nhm chn. Ti u ha cc cng c tm kim web gip khch hng tm sn phm nhanh hn khi mt thi gian, a dng ha sn phm, dch v p ng tt yu cu cao ca khch hng to khch hng s t m mun tm hiu kt hp m rng, xy dng v pht trin nhiu ng dng, dch v trn internet thng qua cc link lin kt gy s ch t khch hng duy tr v pht trin ca hng trc tuyn cng ty t c thnh cng li l mt vn khc. pht trin TMT, cng ty phi c bin php duy tr, cng c v pht trin trang web. Duy tr trang web l duy tr mt knh tip th trc tuyn vi khch hng trn mng. Qu trnh ny i hi phi tin hnh nghin cu th trng, xy dng k hoch tip th, chin lc sn phm, k hoach tip th thay i v m rng thit k cc trang web uy tn website ca cng ty ngy cng nng cao trong th gii mng. 3.5.2. Gii php cho chin lc thm nhp th trng Nhn thy im yu cua cng ty la con tn tai nhiu va cn phai khc phuc. o nhng nguyn nhn lam cho vic phat trin cng ty chm. Vi vy, sau y la mt s giai phap cho chin lc thm nhp thi trng cho cng ty Chi Ha ti Nng. 3.5.2.1. Gii php cho khch hng Quan sat hanh vi ngi tiu dung luc khach hang mua hang trc tuyn, cng ty se co c thng tin chinh xac hn v s thich cung nh muc ich mua sm trong tng lai. Cng ty co th lit k nhng trang ma khach hang a xem, nhng san phm ma khach hang hay mua nht t o phn tich chi tit khng inh loai san phm, dich vu co kha nng thanh cng trn thi trng. Nh s thu thp thng tin v khach hang qua email, ia chi, cng vic, s thich...ma cng ty co th hiu khach hang hn. T o, c chinh sach phu hp vi tng loai khach hang. i vi khach hang hin tai: Vi san phm, dich vu c ban thng qua cng thng mai in t vinmua.com chu yu la cac loai hinh phuc vu cho nhu cu lam ep, n ung, nghi ngi...nn khach hang hin tai cua cng ty chu yu la cac c quan doanh nghip co nhu cu cao v n ung, t chc tic, cac ba ni tr co nhu cu lam ep, cac gia inh co nhu cu nghi ngi trong nhng ngay ranh ri...Vi th, cng ty cn phai gi mi quan h tt va lu dai i vi loai khach hang nay bng cach s dung phn mm CRM, phn mm nay ang c dung ph bin i vi cac doanh nghip vi mong mun nng cao c hinh anh i
vi khach hang, h tr cho hoat ng cua doanh nghip am bao khach hang c phuc vu tt nht. Tuy ap dung phn mm nay tn nhiu thi gian va chi phi nhng no em lai rt nhiu li ich. Khi khach hang t s dung hang hoa, dich vu tai cng ty nn gi tng kem mt mon qua nao o hay vai phiu giam gia n ung tai nha hang. Va cung thng xuyn lin h tng khach hang a ra nhng nghi mi ma ho khng th nhn c t bt ky ai khac. T chc cac cuc hi thao, tranh lun v cac san phm dich vu cua cng ty t o khach hang co th a ra y kin cua minh. Nh o khach hang co th gii thiu cng ty cho nhiu ngi bit n. i vi khach hang tim nng: Tin hanh cac bui gii thiu san phm, dich vu. Cn tham gia ti a vao cac s kin xa hi, xut hin trn cac bao chi thu hut s chu y va quan tm cua moi ngi. Xy dng cng ng cho website cua minh trong facebook, yahoo, zing me cac thanh vin trong cng ng co th chia se kinh nghim, trao i, thao lun se thu hut c cac thanh vin mi, nhng thanh vin nay co th se tr thanh ngi tiu dung mi cho cng ty trong tng lai. 3.5.2.2. Gii php cho marketing
Nghin cu thi trng
- Nghin cu thi trng thng mai in t ti Nng. lam c iu nay, cng ty phai xac inh muc ich tham gia va linh vc thng mai in t trong tng giai oan : thm do knh kinh doanh qua mang, nng cao nhn thc hiu bit v thng mai in t; cung cp thng tin cho khach hang hiu bit v cac san phm, dich vu cua cng ty...Vic a kinh doanh ln internet thi nht thit cn phai nghin cu thi trng co chin lc quang ba, marketing phu hp vi san phm, dich vu. Vi chi phi xy dng webbste rt tn kem vy nn phai tim hiu ky at hiu qua cao. - Xac inh nhu cu ca ngi tiu dng thch nhng sn phm, dch v g, mc cn thit khi s dng v gi c i vi hng ha, dch v . Nghin cu i tng khach hang tim nng trn mang, dich vu nao thich hp. ng thi nghin cu n hoat ng cua i thu canh tranh t trinh cng ngh, k hoach tip thi va cac d an kinh doanh...T o, cng ty se xac inh c li th canh tranh cung nh mt yu kem cua
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minh khc phuc han ch va phat huy li th lam c s tao bc i khi tham gia vao thng mai in t.
Hnh thc Marketing v qung co.
- Hnh thc Marketing trc tip cng l mt hnh thc tip th ph bin v ang rt pht trin. Nn cng ty cng c th xem xt y nh mt c hi, mt hnh thc tip cn khch hng tim nng, mt hnh thc qung co cho cc sn phm v dch v ca mnh ti th trung ny bng cac hinh thc nh Tip th qua in thoi, pht t ri Th mua hng,...y la nhng hinh thc tn it chi phi nn nhn thy cng ty co th ap dung c. - Qung co v khuyn mi: Cc doanh nghip khac c th qung co sn phm, dich vu ca h trn nhng t bo ln hoc trn nhng tp ch cng nghip v thng mi. Qung co v tham gia vo cc chng trnh khuyn mi cng nh cc s kin thng mi khc cng l nhng cch thc hu hiu nhm qung b sn phm v tng bc chim c th phn quan trng Cng ty cng nn tham gia vao vic quang cao, ng tin trn google.com.vn, cc din n thng mai, nhng trang web c s lng ngi truy cp cao, facebook, yahoo, skype v nhng trang ny c s lng ngi tham gia ng nn d tip xc ni chuyn qung b. Xy dng ni dung qung co hp dn, li cun ngi xem. Va tin hanh thc hin phat t ri tai cac c quan, doanh nghip, cac trng ai hoc, cao ng...Khuyn mi vi nhng khch hng c s lng mua ln kch thch h c th tip tc duy tr khch hng hin ti ca mnh v l khch hng di lu vi cng ty. Thng thng, gi c l mt yu t nhy cm trong xc tin thng mi. Mt s cng ty thnh cng trong vic p dng chin lc gi thm nhp rt thp tip cn th trng, c c mt ch ng trong th trng v tng bc nng cao nhn thc ca ngi tiu dng v sn phm v pht trin danh ting ca mnh trn th trng. Tuy nhin, vn hin nhin l cht lng sn phm v dch v hu mi tt cng v ang tr thnh nhng yu t then cht trong chin lc tip cn v thm nhp th trng. Vi tnh hnh gi c leo thang nh hin nay rt nh hng ti sc mua ca ngi tiu dng. Ngi tiu dng rt thn trong khi chn la mua sn phm, v phi cn tm hiu gi ph hp vi cht lng va . V vy, hnh thc hot ng thng mi in t l mt th mnh v bn hng qua mng chu tr thu t so vi bn hng ti cc i l do gi c
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c th r nhnh hn i cht. Do vy, cng ty cn phi iu chnh gi ph hp bng cch tm nh cung cp thuyt phc h gim gi n mc thp nht h c th. 3.5.3. Gii php cho chin lc hi nhp v pha sau Ngy nay, s pht trin mnh v kinh t dn n nhu cu tiu dng, s dng dch v ca con ngi ngy cng tng ln. V cc sn phm, dch v cng phi a dng. Chnh v th, thi gian cho hot ng mua sm ngy cng b thu hp v th vic mua sm, la chn trn mng l gii php ti u nht em li nhiu u im nh rt ngn thi gian, chi ph thp. Cng thng mi in t vinmua.com l mt trong s cc trang web bn hng trc tip hot ng trong lnh vc kinh doanh trc tuyn, cc sn phm dch v c ly t cc nh cung cp. Mun c nhiu sn phm, dch v cung cp cho ngi tiu dng cng ty cn phi thu ht cc nh cung cp n vi mnh vi mong mun p ng y nhu cu. Lm cho nh cung cp thy rng n vi cng ty, nh cung cp cng c li. Thng thng khng c bt k quy nh c th no v mc chit khu dnh cho nh cung cp. Mc chit khu ny c tha thun gia cng ty v nh cung cp, da trn c th ca tng loi hng ho v nhu cu th trng. hp dn nh cung cp, doanh nghip c th cho mi h bng mc chit khu cao hn i th, song phi cn nhc sao cho li nhun khng b thu hp qu nhiu. Nh cung cp mt mt c chit khu mt khc thng qua cng ty em sn phm n vi ngi tiu dng mt cch nhanh nht nhm tit kim chi ph cho vic phn phi sn phm, dch v cho cc nh phn phi khc. Thng xuyn mi h tham gia cc hi ngh, hi tho cng vi b phn kinh doanh ca cng ty, lng nghe kin ng gp v khai thc cc hng gii quyt m h c th a ra. Ngoi ra, cng ty cn quan tm n cc quyn li khc nh tic chiu i, du lch, cch chng trnh thi ua, thc hin chng trnh tri n khch hng dnh cho nh cung cp lm vic lu di vi doanh nghip. 3.5.3.2. Gii php v chng trnh marketing Sau mc chit khu th vn c cc nh cung cp c bit quan tm l cc chng trnh maketing sn phm do nh cung cp thc hin. Nu vch ra c chng trnh maketing c o, hiu qu, lm cho nh cung cp tin tng rng n s gip doanh s tng cao th vic thuyt phc h n vi mnh s khng my kh khn.
3.5.3.1. Gii php v chit khu
Cc nh cung cp n vi cng ty nhm mc ch tiu th v tm kim khch hng cho h. V vy, cng ty cn phi qung co v sn phm, dch v m mnh tiu th. Nu tiu th nhiu th h s tin tng rng vic hot ng ca doanh nghip pht trin tt. T , h c ci nhn thin cm v lm vic lu di vi cng ty. Thng qua vic bn sn phm, dch v cng ty c th tm hiu c th hiu ca ngi tiu dng v sn phm, dch v . ng thi, cn c vo vic tiu th, cng ty c ci nhn nhn xt tng th v sn phm, dch v c tt khng? Khng tt ch no? V cn lm g c nhng sn phm, dch v tt hn?. Cn c vo nhng thng tin , cng ty s thng bo cho nh cung cp bit c hng pht trin sn phm, dch v mnh tt hn. Thu ht nhiu khch hng n vi nh cung cp h thy rng hot marketing qung co ca cng ty rt mnh t hn khi n vi cng ty s c li cho h. V thng qua cng ty c th qung co cho sn phm ca mnh tit kim c chi ph khi tin hnh qung co Trong kinh doanh cng cn to s tin tng t pha i phng. T mi hot ng mi c th tin hnh mt cch thun li. Trong trng hp cng ty b ri ro trong kinh doanh cn tin hnh bt tay li t u vi vic tm kim sn phm, dch v. iu s rt kh khn khi cng ty cha to s tin tng. Nu c s tin tng ri th s d dng c s gip v pha h. Khng c g thuyt phc nh cung cp mi tt hn l nhng li khen t cc nh cung cp lm vc vi doanh nghip. Tm li tip cn h, doanh nghip cn chun b mt k hoch tt tip cn ngi tiu dng.
KT LUN
Ngy nay trong xu th hi nhp kinh t quc t, th gii tr thnh th trng chung rng ln, xut hin nhiu t chc thng mi ha t do. iu ny lm cho mi trng kinh doanh cnh tranh gay gt v khc lit hn. Th trng m to ra nhiu c hi cng nh thch thc i vi doanh nghip. tn ti v pht trin i hi mi cng ty phi tm ra cho mnh hng i ng, thch ng c vi s thay i ca mi trng. Th gii ngy cng hin i con ngi cng ny sinh ra nhiu nhu cu mi, s thnh cng ca cc cng ty khng tch bit khi vic p ng tt nht yu cu v i hi ca
ngi tiu dng. Cng ty TNHH Cng Ngh v Gii Php Phn Mm Chi Ha cng cn phi xc nh ng hng i cho mnh to ra mt li th ch ng cho ring mnh, ginh thng li trc cc i th trong kinh doanh nh i trc mt bc trong cng tc pht trin m rng th trng. Pht trin th trng l gc to ra s pht trin sn xut xt trn kha cnh nn kinh t th trng hin nay. Mt ln na ti xin chn thnh cm n s gip tn tnh ca GV.Nguyn Th Qunh Anh cng cc anh, ch trong cng ty gip ti hon thnh n ny. Ti xin chn thnh cm n!
TI LIU THAM KHO

[1] B Thng mi, Bo co thng mi in t (2007, 2008, 2009). [2] Gio trnh marketing cn bn (2008) GV.Trng Th Vin Trng C CNTT Hu Ngh Vit Hn. [3] n tt nghip (2010) SV. Hunh Th Nguyn Lp CCTM01C Trng C CNTT Hu Ngh Vit Hn. [4] http://www.tailieu.vn [5] http://www.thuvienluanvan.com.
[6] http://Agriviet.com/congtychiha [7] http://www.vinmua.com.
NHN XT CA CN B HNG DN .............................................................................................................. .............................................................................................................. .............................................................................................................. .............................................................................................................. .............................................................................................................. ..............................................................................................................

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nh gi hot ng kinh doanh bng hnh thc thng mi in t...

Nng, ngy 20/06/2011 Sinh vin thc hin L Th Chu Ly

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