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Mc lc
PHN M U....3 CHNG 1 .............................................................................................. . ................................4 C S L THUYT V QUN TR KNH PHN PHI................................................ 4 1.1. NH NGHA V KNH PHN PHI. ........................................................................ 4 1.2. VAI TR V CHC NNG CA KNH PHN PHI. .............................................. 5 1.2.1. Vai tr ca knh phn phi. ..................................................................................... 5 1.2.2. Chc nng ca knh phn phi. ............................................................................... 6 1.3. S LC V CU TRC KNH.................................................................................. 8 1.3.1. nh ngha cu trc knh phn phi ........................................................................ 8 1.3.2. Vai tr ca cu trc knh phn phi. ................................................................. 8 1.4. CC LOI CU TRC KNH PHN PHI. .......................................................... 8 1.4.1. Cu trc knh phn phi theo chiu dc. ........................................................... 8 1.4.2. Cu trc knh phn phi th eo chiu ngang. ...................................................... 9 1.4.3. Cu trc knh phn phi a knh. ..................................................................... 9 1.5. S CC KNH PHN PHI. ................................................................................ 10 1.5.1. Cu trc knh phn phi hng tiu dng. .............................................................. 10 1.5.2. Cu trc knh phn phi hng cng nghip........................................................... 11 1.6. C CU V CC THNH VIN THAM GIA KNH. ......................................... 12 1.6.1. Nhng ngi tham gia knh. .............................................................................. 12 1.6.2. S lc v cc thnh vin ca k nh .................................................................. 13 1.7. CC DNG CHY TRONG KNH. ....................................................................... 14 1.7.1. Dng sn phm....................................................................................................... 15 1.7.2. Dng m phn. ..................................................................................................... 15 1.7.3. Dng s hu. .......................................................................................................... 16 1.7.4. Dng thanh ton. .................................................................................................... 16 1.7.5. Dng thng tin. ....................................................................................................... 16 1.7.6. Dng xc tin.......................................................................................................... 16 1.7.7. Dng t hng. ...................................................................................................... 16 1.7.8. Dng chia s ri ro. ................................................................................................ 16 1.7.9. Dng ti chnh. ....................................................................................................... 16 1.7.10. Dng thu hi, ti s dng li bao gi................................................................... 16 1.8. CC XUNG T TRONG KNH. .............................................................................. 17 1.8.1. Nhng nguyn nhn ca xung t trong knh. ....................................................... 17 1.8.2. Xung t trong knh v hiu qu ca knh. ........................................................... 18 1.8.3. Qun l xung t trong knh. ................................................................................. 18 1.9. QU TRNH THIT K KNH PHN PHI.............................................................. 19 CHNG 2 .............................................................................................. . ..............................21 PHN TCH THC TRNG QUN TR KNH PHN PHI CC DCH V VIN THNG CA VIETTEL CHI NHNH H NI ............................................................ 21 2.1. KHI QUT V CHI NHNH H NI CA VIETTEL. .......................................... 21 2.1.1 Lch s hnh thnh v pht trin ca Viettel. .......................................................... 21 2.1.2. C cu t chc v b my caViettel- Chi nhnh H Ni. .................................... 23 2.1.3. Mi trng kinh doanh. .......................................................................................... 26 2.1.4. Bo co kt qu kinh doanh ca Viettel-Chi nhnh H Ni (nm 2007-2008) ..... 30 2.1.5. Cc i th cnh tranh. .......................................................................................... 31

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2.2. THC TRNG H THNG KNH PHN PHI CA CHI NHNH H NI. ....... 35 2.2.1. Cu trc knh phn phi hin nay ca Viettel-Chi nhnh H Ni......................... 36 2.2.2. S knh phn phi ca mt s Cng ty vin thng ca Vit Nam. .................... 38 2.2.3. Nhng qui ch v knh phn phi. ......................................................................... 40 2.2.4. Kh nng hot ng ca cc loi knh hin ti. ................................................... 43 2.2.5. Nhng xung t tn ti trong h thng knh phn phi ca Chi nhnh. ............... 52 2.3. QUN TR HOT NG KNH PHN PHI HIN TI. ........................................ 52 2.3.1. T chc qun tr hot ng ca cc thnh vin. .................................................... 52 2.3.2. Ph trch knh bn hng....................................................................................... 53 2.4. NHNG KT QU T C V TN TI CA KNH PHN PHI. ............. 53 2.4.1. Kt qu t c ca knh phn phi. .................................................................. 53 2.4.2. Nhng tn ti ca knh phn phi. ....................................................................... 54 2.5. KT LUN CH NG HAI................................................................ ..........................56 CHNG 3 .............................................................................................. . ..............................57 XUT MT S GII PHP NHM HON THIN QUN TR KNH PHN PHI CC DCH V VIN THNG CA VIETTEL- CHI NHNH H NI ........... 57 3.1.PH NG H NG V MC TIU PHT TRIN CA VIETTEL ........................... 57 3.1.1. Phng hng. ....................................................................................................... 57 3.1.2. Mc tiu. ................................................................................................................. 57 3.2. NH H NG HON THIN V QUN TR KNH PHN PHI. ........................ 58 3.3. BIN PHP TH NHT. THIT LP MT S CA HNG TRC TIP NHNG VNG NGOI THNH V NNG THN TIM NNG .............................. 59 3.3.1. L do thc hin bin php. ..................................................................................... 59 3.3.2. Trin khai bin php............................................................................................... 59 3.3.3. Ph trch thc hin . .............................................................................................. 62 3.3.4. Hiu qu ca bin php th nht. .......................................................................... 62 3.4. BIN PHP TH HAI. THIT LP MNG LI CNG TC VIN BN HNG TRC TIP CC VNG NGOI THNH V NNG THN...................................... 63 3.4.1. L do thc hin bin php. ..................................................................................... 63 3.4.2. Cch thc thc hin bin php............................................................................... 64 3.4.3. Th lao ca Cng tc vin. ..................................................................................... 65 3.4.4. Quyn v ngha v ca cng tc vin. .................................................................... 67 3.4.5. Quy trnh qun l cc Cng tc vin( Cng tc vin bn hng v im bn)........ 67 3.4.6. Hiu qu ca bin php xy dng mng li Cng tc vin. ................................ 71 3.4.7. Kin ngh thc hin cc bin php. ................................................................... 71 3.5. BIN PHP TH BA. CI TO MT S CA HNG TRC TIP CA VIETTEL - CHI NHNH H NI. ................................................................................... 72 3.5.1. L do thc hin bin php. ..................................................................................... 72 3.5.2. Trin khai bin php............................................................................................... 72 3.5.3. Thc hin bin php. .............................................................................................. 72 3.5.4. Hiu qu ca bin php th ba. ............................................................................. 77 3.5.5. Kin ngh thc hin bin php. .......................................................................... 78 PHN KT LUN. ................................................................................................................. 79 TI LIU THAM KHO..80

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PHN M U
Sau 5 nm hc ngi trn gh nh trng, c s dy d tm huyt ca cc Thy C Trng i Hc Bch Khoa H Ni, c bit Khoa Kinh t v Qun l, chng em c trang b nhng kin thc c bn v kinh t v x hi. Em nhn thy d mt doanh nghip ln hay nh th h u phi em tt c nhng sn phm v dch v ca mnh ti tn tay khch hng v lm tha mn nhu cu tiu dng sn phm hay dch v ca h. Dn n cc doanh nghip cn phi bit thit lp v s dng cc knh phn phi nh l cng c quan trng gip h thnh cng trn th trng trong di hn. Trong nn kinh t cnh tranh ngy cng khc lit hin nay, vic to c li th cnh tranh ngy cng kh, duy tr li th cnh tranh lu di cn kh hn nhiu. Cc bin php v sn phm, qung co, khuyn mi, ct gim gi bnch l cc li th ngn hn, bi cc doanh nghip khc nhanh chng bt chc lm theo. Vic tp trung pht trin mng li knh tiu th sn phm gip doanh nghip xy dng v duy tr c li th cnh tranh di hn. Mc ch v phm vi nghin cu ca bi vit ny nhm hon thin tip cc knh phn phi hin ti ca Viettel Chi nhnh H Ni. a cc sn phm v dch v ca Viettel n gn tm tay ca khch hng hn v nng cao cht lng chm sc khch hng. Bi v vy em chn ti tt nghip ca mnh l Hon thin qun tr knh phn phi cc dch v vin thng ca Viettel Chi nhnh H Ni thng qua c hi lm ti, em c th hiu r hn cch thit lp knh v qun tr knh phn phi sao cho c hiu qu. Phng php nghin cu ca bi vit l i su tm hiu thc t, pht hin cc tn ti ca cc knh phn phi. Ni dung ca bi vit c chia thnh ba chng: Chng 1. Tm hiu c s l thuyt v qun tr knh phn phi: Chng 2. Phn tch thc trng qun tr knh phn phi cc dch v vin thng ca Viettel - Chi nhnh H Ni: Chng 3. xut mt s gii php nhm hon thin qun tr knh phn phi cc dch v vin thng ca Viettel Chi nhnh H Ni. c s gip ca ban gim c, cc phng ban, cc trung tm kinh doanh, c s gip nhit tnh ca thy Ng Trn nh v s c gng n lc trong lm vic v hc tp, em tm hiu cc gc , cc kha cnh trong kinh doanh ca Viettel - Chi nhnh H Ni, thy c cc k hoch sn xut kinh doanh ca cc phng ban, phng php hch ton, cch t chc qun l b my hot ng ton Chi nhnh. Sau khi tm hiu nhng lnh vc trn bng nhng kin thc hc v kinh nghim thc t em c nhng phn tch, nhn xt nh gi mt s mt hot ng ca Chi nhnh kinh doanh H Ni. Do hn ch v kin thc, thi gian v gii hn v ti nn trong bi vit khng trnh khi nhng sai st nht nh, v vy em rt mong c s quan tm v gip ca Thy, C gio bi vit ca em c hon thin hn. Em xin chn thnh cm n! Hc tr : Phm Vit Cng

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CHNG 1
C S L THUYT V QUN TR KNH PHN PHI
1.1. NH NGHA V KNH PHN PHI. Qun tr knh phn phi l mt nhm bin php marketing quan trng v l mt trong nhng lnh vc quyt nh quan trng v phc tp ca cc nh qun tr marketing. Vi quan im knh phn phi c nh ngha nh l Mt t chc h thng cc quan h vi cc doanh nghip v cc c nhn bn ngoi qun l cc hot ng phn phi tiu th sn phm nhm thc hin cc mc tiu trn th trng ca doanh nghip hay c th nh ngha theo cch khc Mt knh phn phi (knh marketing ) l mt h thng gm nhng c nhn, t chc c lin h qua li vi nhau, tham gia vo cc hot ng mua bn v vo qu trnh chuyn s hu i vi sn phm hu hnh hay quyn s dng i vi dch v t nh sn xut ti ngi s dng cui cng[5, trang 7]. Tham gia vo knh phn phi thng thng c 3 loi thnh vin chnh: ngi sn xut (nhp khu) nhng ngi cung cp ngun hng; nhng ngi kinh doanh thng mi (bao gm c bn bun v bn l) ng dn hng ha trn th trng; nhng ngi tiu dng cui cng (c ngi tiu dng c nhn v khch hng t chc ) im n ca hng ha. Trong nh ngha trn c 4 vn ct li c quan tm l: bn ngoi, s t chc h thng cc quan h, cc hot ng tiu th v mc tiu phn phi. - Khi ni bn ngoi ngha l knh phn phi tn ti bn ngoi doanh nghip. Ni cch khc, n khng phi l mt phn cu trc t chc ni b ca doanh nghip. Qun tr knh phn phi tt nhin lin quan ti s dng kh nng v phng php qun l gia cc t chc hn l qun l ni b mt t chc/doanh nghip. - Khi ni s t chc h thng cc quan h ngha l knh phn phi gm cc cng ty hay t chc nhng ngi c tham gia vo qu trnh m phn v vic a hng ha v dch v t ngi sn xut n ngi tiu dng cui cng. H c chc nng m phn, mua bn, chuyn quyn s hu hng ha v dch v. - Vn th ba cc hot ng tiu th ngha l nhn mnh n vai tr ch ng ca doanh nghip thc hin cc hot ng tiu th sn phm. Hot ng phn phi tiu th c th bao gm t s thit k xy dng h thng knh ban u n cc cng vic qun l hot ng c th hng ngy ca knh phn phi. Khi qun l cc quan h bn ngoi ca doanh nghip, cc quyt nh phn phi quan trng khng ch lin quan n hot ng ca chnh h m ch yu lin quan n cc thnh vin khc trong knh. iu ny khng c ngha l doanh nghip qun l phn phi tiu th sn phm cn iu khin hay kim sot ton b hay phn ln hot ng ca knh.

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Cui cng cc mc tiu phn phi. yu t chnh th t ca nh ngha th hin l hot ng qun l knh phi c cc mc tiu phn phi xc nh c th trn th trng. Knh phn phi c t chc ra v qun l nhm t cc mc tiu . T chc v qun l knh phn phi l nhm t cc mc tiu tiu th sn phm c th ca cng ty. 1.2. VAI TR V CHC NNG CA KNH PHN PHI. 1.2.1. Vai tr ca knh phn phi. Trong kinh doanh, mc tiu cui cng l li nhun, ngoi cc yu t khc, vn ti thiu ha chi ph trong sn xut l vn nng bng, gay cn ca mi cng ty. Nu nh h gim c chi ph tc l h s c nhiu c hi sng st v pht trin trn th trng. Tuy nhin khng phi doanh nghip no cng c th ti thiu ha chi ph v mt trong nhng cch gim thiu chi ph v c nhiu thun li khc l nh vo h thng knh phn phi v h thng knh phn phi s gii quyt mu thu n gia nh sn xut v ngi tiu dng. Nh sn xut mun tn dng v ti thiu ho chi ph v th h khng th t c s sn xut ca h mi a bn, mi ni, mi ch c. Cn ngi tiu dng th h li sng rt nhiu ni khc nhau m nhu cu c n hn nhiu, nhng tng nhu cu cha chc cao v nu c cao i chng na th vic lp mt c s sn xut mi trc thuc cng ty khng phi chuyn gin n v n lin quan n rt nhiu vn nh cnh tranh, qun l, uy tn, cht lng sn phm, ca cng ty... Bn cnh , vi nn kinh t cao, t ng ha, quy m sn xut l n, chuyn mn ha li mu thun vi nhu cu tiu dng theo khi lng nh v a dng. Ngoi ra, do s phn b dn c khng ng u, c ni rt ng nhng c ni dn c tp trung tha tht, trong khi nh sn xut li ch sn xut tp trung mt a im v iu ny l hon ton thc t, v khi y h s c c hi gim thiu chi ph sn xut ca mnh. Tuy nhin, c nhng ngnh sn xut rt c th v mang tnh thi v, tc lin quan n s khc bit gia thi gian sn xut v thi gian tiu dng. N c th do tnh cht thi v ca sn xut, hay tnh cht thi v ca tiu dng. Do c nhng cng ty sn xut mt hng ny ch tp trung mt thi gian nht nh ch khng th sn xut sn phm y lin tc c. Xong tiu dng ca con ngi th lin tc, iu ny lm cho cc cng ty rt kh hoc tn rt nhiu chi ph nu nh h lu kho ton b sn phm lm cho vn quay vng vn cho Nh my sn xut tip sn phm thi v khc rt kh k hn. Song cng c khi do tiu dng c tnh thi v m c th cc cng ty phi sn xut lin tc mi cung cp cho nhu cu thi v ca ngi tiu dng, vy cc sn phm sn xut ra u? Nu ton b Nh my th khng th c, v khi y chi ph d tr, kho tng cng nh vn l rt kh. Do cc cng ty tn dng kho tng ca cc trung gian lm cho ng vn quay vng nhanh, s
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m bo c ngun vn sn xut cng nh c th cung cp sn phm mt cch kp thi, nhanh chng, m bo. Nu nh chng ta ng trn gc marketing th knh c xem nh l mt b phn ca chin lc phn phi, mt phn ca chin lc marketing - mix ca doanh nghip v trong marketing - mix gm: 4 ch P ( Product, Price, Place, Promotion). Bn cnh vic thit lp c mt h thng knh phn phi mang hnh nh ca cng ty khng phi ngy mt ngy hai, m l mt qu trnh, v th y cng l mt v kh cc k li hi trong chin lc cnh tranh ca mnh. Nu nh mi th gia hai cng ty l nh nhau, khi y cng ty no c h thng knh hiu qu hn s ginh chin thng v cng c th nh bi i th cnh tranh, nu i th cnh tranh mun thit lp mt h thng knh nh vy cng phi mt nhiu thi gian. Trong khi i th cnh tranh vn ang loay hoay th chng ta tra nh th thu ht cc khch hng ca i th, m rng th phn v c th nhanh chng a cng ty ln mt v tr mi - v tr dn u. Khi y chng ta c th y i th cnh tranh vo v tr theo sau, np gc hay lp ch trng ca th trng. Hn th, h thng knh m vng chc s t im thm cho hnh nh cng ty, lm cho kh nng lu thng hay qun l c d dng hn, lm gim thi gian hon thnh chin lc phn phi, trn ht l chin lc marketing - mix ca doanh nghip. 1.2.2. Chc nng ca knh phn phi. Nh trn ni, knh marketing l mt v kh rt li hi ca cng ty, nh l con dao sc bn cng ty c th hot ng kinh doanh trong nn kinh t th trng, quan trng hn na l tin ti mt th trng t do ha m u dch trong khu vc ng Nam (ASEAN). V vy v tr ca knh phn phi ht sc quan trng v n th hin cc chc nng ca knh phn phi, trong cc thnh vin knh s m nhim chc nng ny c th l: - Thng tin: Vi x hi nh hin nay, thi i ca thng tin c vai tr h t sc quan trng, ai c thng tin hay nm bt c thng tin trc s l ngi chin thng v h chp c c hi trc i th cnh tranh, gip ch cho vic cc cng ty c th nm bt c cc i th cnh tranh, thy c im mnh, im yu hay ang dng chnh sch g chng ta c chin lc ring. Bn cnh cng ty cng c th thu thp c thng tin v nhng khch hng tim n, hin c, cc thnh vin ca knh cng nh cc lc lng khc trong mi trng marketing. -Khuyn mi: Son tho v truyn b nhng thng tin v sn phm, nhm kch thch tng nhu cu, tng th phn bn ca doanh nghip, ni cch khc l nhm thu ht khch hng.

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- Thng lng: Cc thnh vin s thng lng, phn cng r rng quyn hn, trch nhim cng nh v vic chuyn gi ao quyn s hu hay quyn s dng. - t hng: mua hng ca khch hng, t hng qua cc thnh vin trong knh gi cho nh sn xut bit c mc nhu cu ca cc thnh vin knh l bao nhiu nh sn xut thun tin cho cng tc k hoch giao hng. - Ti tr: Cc thnh vin ca knh c th c kh nng d tr hng, v vy h s l ngi ng vn trc cho nh sn xut khi h mua s hng v d tr, hay ni cch khc l bn chu cho khch hng, ch khng phi bn ngay. - Chp nhn ri do: tham gia vo u th chng ta phi chp nhn nhng ri ro ring ca n v cc thnh vin knh cng khng nm ngoi vng qui lut . H s phi chu ri ro v cc hot ng ca knh marketing. - Lm ch ti sn vt cht: Khi chuyn quyn s hu, cc thnh v in ca knh s l ngi ch sn phm v h phi t bo qun cng nh lu thng s hng n ngi tiu dng cui cng. Cn cng ty ch l ngi hng dn, gip nhng cng vic m cc thnh vin knh khng m nhim c. - Thanh ton: Cc thnh vin ca knh khi mua hng ca doanh nghip th phi c nhim v thanh ton cho doanh nghip theo nhng phng thc m hai bn tho thun. - Quyn s hu: Khi hng ho chuyn qua t chc hay c nhn ny th hng ho khng cn thuc ch s hu ca t chc hay c nhn giao sn phm. Nh ni trn, cc chc nng ca knh phn phi s c chuyn mn ho cho cc thnh vin ca knh v nu nh nh sn xut m t mnh thc hin cc chc nng ny cng c ngha l h phi b ra mt khon chi ph rt ln hon thnh cng vic . Khi y chi ph tng lm gi c tng v ngi tiu dng s phi chp nhn gi cao. Tuy nhin, khi cc thnh vin knh thc hin cc chc nng ny, Cng ty vn phi b chi ph cho cc thnh vin knh h trang tri chi ph cho vic ny nhng t hn rt nhiu nu t cng ty i lm.

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1.3. S L C V CU TRC KNH. 1.3.1. nh ngha cu trc knh phn phi Cu trc knh phn phi l mt nhm cc thnh vin ca knh m tp hp cc cng vic phn phi c phn b cho h. Cc cu trc knh khc nhau c cch phn chia cng vic phn phi cho cc thnh vin khc nhau. C ba yu t c bn phn nh cu trc knh: chiu di, chiu rng ca knh v cc loi trung gian mi cp ca knh. - Chiu di ca knh : c xc nh bi s cp trung gian c mt trong knh. - B rng ca knh : Biu hin s lng trung gian mi cp ca knh. - Cc loi trung gian mi cp ca knh. Cu trc ca mt knh phn phi c chia thnh hai khu vc chnh: khu vc thng mi v khu vc tiu dng. Khu vc thng mi bao gm. Nh phn phi (sn xut), nh bn bun v nh bn l c lin kt vi nhau t c mc tiu ra. Cn c theo tnh cht hot ng, h thng ca mt knh phn phi c th c chia thnh hai cu trc: Cu trc chnh v cu trc b tr. Cu trc chnh bao gm: Cc doanh nghip s hu hng ha, chu s ri ro trong hot ng sn xut kinh doanh v thc hin cc chc nng phn phi coi l cc thnh vin knh. Cu trc ph tr bao gm cc t ch c thc hin cc chc nng hu cn , phn phi nh vn ti, lu kho 1.3.2. Vai tr ca cu trc knh phn phi. Vic quyt nh cu trc ca mt h thng knh phn phi l v cng quan trng trong cc quyt nh chin lc ca mi doanh nghip. Cu trc kn h phn phi cng l mt bin s cc k quan trng v phc tp ca chin lc marketing mix ca doanh nghip. Do vy cu trc c a mt h thng knh phn phi c xem xt trong mi quan h tc ng hu c qua li vi cc yu t khc trong chin lc marketing mix. 1.4. CC LOI CU TRC KNH PHN PHI. 1.4.1. Cu trc knh phn phi theo chiu dc. Cu trc knh phn phi theo chiu dc c hnh thnh trn c s c mt thnh vin knh gi vai tr lnh o v iu khin cc hot ng phn phi ca cc thnh vin khc trong knh. - Knh phn phi trc tip. Mt thnh vin knh gi vai tr l ngi ch s hu v cc thnh vin khc cn li trong knh l nhng n v trc thuc chu s iu khin v qun l ton din v cc chnh sch: gi c, khuyn mi, chng trnh bn hng theo mt mc tiu chung.

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Knh phn phi theo hp ng. Trong h thng ny, cc thnh vin c lp trong knh tha nhn s ph thuc ca mnh, thng qua mt hp ng vi mt thnh vin gi vai tr lnh o c quyn chi phi hot ng ph n phi trong knh. - Knh phn phi c qun l. Knh phn phi ny khng c s rng buc bng hp ng hay bt c s ph thuc no t nh cung cp. Quan h ph thuc ch da vo th mnh ca mt thnh vin c kh nng chi phi cc thnh vin khc hoc thng qua vic chia s li ch cho cc thnh vin tham gia trong knh. 1.4.2. Cu trc knh phn phi theo chiu ngang. Cu trc knh phn phi theo chiu ngang c hnh thnh do hai hay nhiu doanh nghip mt cp hp li vi nhau khai thc c hi kinh doa nh mi xut hin trn th trng. Cc doanh nghip c th lm vic vi nhau trn c s tm thi hay lu di hoc lp thnh mt doanh nghip ring gi l doanh nghip cng sinh. Cu trc ny c mt s hn ch nht nh. - Kh khn trong phi hp hot ng. - Kh thch ng mt th trng bin ng. - Kh tng cng v th cnh tranh. 1.4.3. Cu trc knh phn phi a knh . L cch thc phn phi theo mt doanh nghip s dng hai hay nhiu knh phn phi cho nhng nhm khch hng khc nhau, bng cch s dng cng lc nhiu knh phn phi, doanh nghip c th tng kh nng bao qut th trng v gia tng kh nng tha mn theo mun ca khch hng. Cc doanh nghip thng b sung thm mt knh phn phi nhm tip cn c mt nhm khch hng m knh phn phi mi gim chi ph bn hng cho mt nhm khch hng hin c. [4, trang 48]

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1.5. S CC KNH PHN PHI. 1.5.1. Cu trc knh phn phi hng tiu dng. Knh khng cp
Nh sn xut Hnh 1.1. Cu trc knh phn phi hng tiu dng Ngi tiu dng

- Knh khng cp (knh trc tip): Nh sn xut bn hng trc tip ti ngi tiu dng. Hnh thc bn c th qua nhn vin bn hng ca nh sn xut bn n tng a ch khch hng, bn qua nhng ca hng ca nh sn xut, hoc qua cc hnh thc hin i nh thit b bn hng t ng, bn qua mng Internet, email, in thoi. V d : Bnh ti, bo him, dch v qu tng, vv Knh mt cp
Nh sn xut Nh bn l Ngi tiu dng

Hnh 1.2. Cu trc knh phn phi hng tiu dng

- Knh mt cp: Nh sn xut a sn phm ca mnh n ngi tiu dng thng qua cc nh bn l (i vi sn phm hng tiu dng) hoc cc nh mi gii, i l ( i vi hng cng nghip). V d : V xe, xe hi Knh hai cp
Nh sn xut Nh bn s Nh bn l Ngi tiu dng

Hnh 1.3. Cu trc knh phn phi hng tiu dng

- Knh hai cp: C hai cp trung gian. Trong th trng hng tiu dng, thng l nh bn s v bn l. Trong th trng k ngh th l b phn phn phi ca cng ty v cc nh bn bun. V d: Ru bia, my tnh, hng in t Knh ba cp
Nh sn xut Nh bn s Trung gian Nh bn l Ngi tiu dng

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Hnh 1.4. Cu trc knh phn phi hng tiu dng

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- Knh ba cp: Thng c y cc thnh phn trung gian tham gia nh l nh i l- mi gii, nh bn bun, nh bn lV d : Bo ch, thc phm, cht ty ra[5, trang 40,] 1.5.2. Cu trc knh phn phi hng cng nghip. Do tnh cht c th ca sn phm cng nghip, knh phn phi sn phm cng nghip thng ngn hn cc knh cho sn phm tiu dng, bi v s lng ngi s dng sn phm cng nghip khng nhiu, tp trung v mt a l v thng mua vi s lng ln. Knh A
Nh sn xut. Ngi tiu dng

Hnh 1.5. Cu trc knh phn phi hng cng nghip

- Knh A: L knh trc tip do ngi sn xut trc tip bn sn phm qua lc lng bn hng ca mnh v thc hin ton b cc chc nng ca knh. Knh ny c p dng trong trng hp ngi mua c nhu cu vi quy m ln v xc nh r, i hi n lc m phn mnh m, sn phm c n gi cao v yu cu tr gip dch v Knh B
Nh sn xut. Nh phn phi cng nghip Hnh 1.6. Cu trc knh phn phi hng cng nghip Ngi tiu dng

- Knh B: L knh gin tip gm mt s trung gian phn phi cng nghip tip cn vi nhng ngi tiu dng cng nghip. Knh C
Nh sn xut. i din ca nh sn xut hay chi nhnh bn hng. Ngi tiu dng

Hnh 1.7. Cu trc knh phn phi hng cng nghip

- Knh C: L knh gin tip gm mt s i l hot ng nh lc lng bn c

lp ca nh sn xut v gii thiu nh sn xut cho ngi tiu dng cng nghip.

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Knh D
Nh sn xut. i din ca nh sn xut hay chi nhnh bn hng. Nh phn phi cng nghip Ngi tiu dng

Hnh 1.8. Cu trc knh phn phi hng cng nghip

- Knh D: L knh gin tip gm c i l v ngi phn phi cng nghip. Nh sn xut s dng cc i l tip xc vi nhng ngi phn phi cng nghip qua bn sn phm cho nhng ngi tiu dng cng nghip Yu t then cht thit lp mt cu trc knh phn phi l nh sn xut phi xc nh lm th no cc chc nng marketing cn thit c thc hin mt cch c hiu qu cao nht. Cc bin s no nh gi c, s khch hng phc v, tnh phc tp ca sn phm c th xem l yu t hng dn chn mt cu trc knh thch hp. 1.6. C CU V CC THNH VIN THAM GIA KNH . 1.6.1. Nhng ngi tham gia knh. tham gia vo bt k t chc no i chng na nh ng ngi mun tham gia u phi c nhng tiu chun cng nh phi thc hin c cc chc nng ca t chc mnh tham gia th mi c coi l thnh vin chnh thc. Trong h thng knh cng vy khng phi bt k ai tham gia cng c th tr thnh thnh vin ca knh. Mc d trong knh c rt nhiu i tng tham gia v ch c nhng ngi thc hin chc nng m phn, mua bn, trao quyn s hu v nu khng h s l nhng ngi b tr.
Tt c nhng ngi tham gia vo knh

Thnh vin ca knh

Cc t chc b tr

Nh sn xut

Nh bn bun

Nh bn l

Ngi tiu dng

Cty vn ti

Cty kho hng

Cty ti chnh

Cty bo him

Cty NC tip th

Hnh 1.9. Phn loi nhng ngi tham gia vo knh

a ra c cc kiu knh khc nhau, trc ht chng ta cn phi lm r hay phi phn bit r rng v ngi sn xut, ngi tiu dng cui cng, bn bun mt hng nc ung hay bt vit cho nhn vin ca mnh s dng th vn

coi l ngi tiu dng cui cng. Nu h mua vt liu v em ra ch to sn xut sn phm th y khng phi l ngi tiu dng cui cng.
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1.6.2. S lc v cc thnh vin ca knh - Ngi sn xut: H l nhng nh sn xut, nhng cng ty ln nh u tn ti nhm a ra th trng nhng sn phm hng ho v dch v tho mn nhu cu ca th trng. - Bn bun hng ho: L cc doanh nghip, cc t chc, c nhn mua hng ho, s hu hng ho, d tr, qun l vt cht sn phm vi s lng tng i ln v bn li sn phm vi khi lng nh. - i l, mi gii v bn bun hng ho n hoa hng : L cc trung gian c lp, m nhim tt c hay phn ln cc cng vic kinh doanh ca mnh nhng ch c iu l h khng s hu hng ho vi thu nhp n theo t l bn (trn doanh s bn) hay khon l ph no . - Chi nhnh v i din bn ca ngi sn xu t: H khng phi l nhng nh bn bun c lp v nhng i din v chi nhnh bn bun ny c lm ch v c qun l bi ngi sn xut. Vic hot ng ca chng rt khc nhau, c khi lm d tr, cng c lc l nh bn bun thun tu, cng i lc l nh bn bun v cung cp cc sn phm c t hng t nhng khch hng. - Trung gian bn l: Bao gm c nhn, t chc, doanh nghip kinh doanh bn hng ho cho ngi tiu dng cui cng hay cc dch v cho thu nhm tng cng cho vic bn hng. - Ngi tiu dng cui cng: Bao gm c ngi tiu dng c nhn v tiu dng cng nghip. Ch khi no hng ha ti ngi tiu dng cui cng, q a trnh phn phi mi kt thc. Ngi tiu dng cui cng c vai tr quan trng trong knh phn phi v h c quyn la chn k nh phn phi khc nhau cung cp hng ha cho h. Tp hp ngi tiu dng cui cng v hnh vi ca h thay i s ko theo s thay i ca knh phn phi, thm ch trong mt s trng hp, ngi tiu dng cui cng ng vai tr l ngi lnh o knh.

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1.7. CC DNG CHY TRONG KNH. Mt khi c mt knh marketing xut hin s c rt nhiu dng chy xut hin trong n. Nhng dng chy ny cung cp s kt ni cc thnh vin trong knh v cc t chc khc trong phn phi hng ho v dch v. Dng lu chuyn trong knh phn phi gip chn g ta phn bit hot ng qun tr knh phn phi vi hot ng qun l phn phi vt cht sn phm. Qun tr knh lin quan n tt c cc dng lu chuyn, trong khi qun tr phn phi vt cht ch cp n dng lu chuyn sn phm trong knh. Trong mt knh phn phi c cc dng lu chuyn sau. [5,trang 32] 1. Dng sn phm. 2. Dng m phn. 3. Dng s hu. 4. Dng thanh ton. 5. Dng thng tin. 6. Dng xc tin. 7. Dng t hng. 8. Dng chia s ri ro. 9. Dng ti chnh 10. Dng thu hi, ti s dng li bao gi.

Dng sn phm

Nh sn xut

Doanh nghip vn ti

Nh bn s

Nh bn l

Nh tiu dng

Dng m phn:

Nh sn xut

Nh bn s

Nh bn l

Nh tiu dng

Dng s hu:

Nh sn xut

Nh bn s

Nh bn l

Nh tiu dng

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Dng thanh ton:


Nh sn xut

Nh bn s

Nh bn l

Nh tiu dng

Dng t hng:
Nh sn xut Nh bn s Nh bn l Nh tiu dng

Dng chia s ri ro:


Nh sn xut Nh bn s Nh bn l Nh tiu dng

Dng ti chnh:

Nh sn xut

Nh bn s

Nh bn l

Nh tiu dng

Dng thu hi, ti s dng li bao gi:

Nh sn xut

Nh bn s

Nh bn l

Nh tiu dng

Hnh 1.10. Cc dng lu chuyn trong knh phn phi.

1.7.1. Dng sn phm. Th hin s di chuyn vt cht thc s ca sn phm v khng gian v thi gian qua tt c cc thnh vin tham gia vo qu trnh ny t a im sn xut n a im tiu dng cui cng. 1.7.2. Dng m phn.

Th hin s tc ng qua li ln nhau gia hai bn mua v bn lin quan n quyn s hu sn phm v n lin quan n s trao i song phng gia ngi mua v ngi bn tt c cc cp ca knh.

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1.7.3. Dng s hu. Th hin s chuyn quyn s hu sn phm t ngi sn xut n ngi tiu dng cui cng v y li mt ln na Cng ty vn ti khng tham gia dng chy ny v n khng s hu sn phm trong qu trnh vn chuyn n ch to thun li cho s trao i. 1.7.4. Dng thanh ton. Dng thanh ton m t s vn ng ca tin hng t ngi tiu dng qua cc trung gian thng mi v n nh sn xut. 1.7.5. Dng thng tin. Th hin s trao i thng tin t nh sn xut n ngi tiu dng cui cng. y l dng lu chuyn hai chiu v c s trao i thng tin song phng gia cc mc ca knh, bao gm cc thng tin lin quan n hot ng phn phi nh s lng, cht lng hng, thi gian, a im, phng thc giao hng, hnh thc thanh ton, vvCc cng ty vn ti cng tham gia vo vng lu chuyn ny. 1.7.6. Dng xc tin. Th hin s h tr v truyn thng ca nh sn xut cho cc thnh vin ca knh di cc hnh thc nh: qung co, cho hng, khuyn mi trung gian, tuyn truynCc cng ty vn ti cng khng tham gia vo lu chuyn ny m thay th vo l cc i l qung co, h cung cp v thc hin cc dch v qung co. 1.7.7. Dng t hng. y chnh l phng thc v c ch thu thp, tp hp v s l n t hng gia cc thnh vin knh. Nhng nhu cu ca ngi mua hoc ngi s dng cui cng phi c chuyn tr li ngi sn xut mt cch kp thi c p ng. Ngi sn xut lm cc quyt nh phn phi hng ngy da theo cc n t hng nhn c. 1.7.8. Dng chia s ri ro. Trong qu trnh phn phi tiu th sn phm cha ng nhiu ri ro bao gm cc ri ro v thit hi vt cht trong vn chuyn v bo qun d tr sn phm, cc ri ro v tiu th sn phm do nhu cu th trng thay i 1.7.9. Dng ti chnh. y chnh l c ch to vn v h tr vn trong knh phn phi. Trong qu trnh lu thng sn phm nhng cp phn phi nht nh, vo nhng thi im nht nh, mt thnh vin knh c th c nhu cu vn thanh ton rt ln. 1.7.10. Dng thu hi, ti s dng li bao gi. y l dng vn ng bt buc i vi cc h thng knh phn phi ca mt s loi sn phm. Cc doanh nghip sn xut bt buc phi s dng nhng bao gi dng nhiu ln nhm ct gim chi ph sn xut v bo v mi trng. Trong t chc v qun tr knh, dng chy ny phi c kt hp cht ch vi dng vn ng sn phm vt cht.

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1.8. CC XUNG T TRONG KNH. Xung t ny sinh khi mt thnh vin nhn thy hnh vi ca thnh vin khc nh hng n mc tiu ca mnh hoc nh hng n hiu qu hot ng ca mnh. Nh vy xung t l hnh vi trc tip, c nhn v tp trung vo i th. Trong khi cnh tranh nhm vo cc lc lng ca th trng ni chung chi phi, th xung t li nhm vo cc doanh nghip khc ang tn ti trong cng h thng. 1.8.1. Nhng nguyn nhn ca xung t trong knh. C nhiu nguyn nhn dn n xung t, tuy nhin xung t thng do cc nguyn nhn chnh sau y. a. S khng thch hp v vai tr. Mi thnh vin u c mt vai tr nht nh trong knh. Nu mi thnh vin khng thc hin ng vai tr ca mnh hoc vic b tr vai tr ca nh qun tr cho cc thnh vin khng hp l, th s ny sinh xung t trong knh. b. S khan him ngun lc. Vic phn chia cc ngun lc t cc mc tiu mong mun ca cc thnh vin trong knh khng c thc hin thng nht s dn n xung t. c. S khc nhau v nhn thc. Nhng nhn thc khc nhau v vic s dng knh phn phi, v hot ng qung co, v khuyn mi lm cho s phi hp gia cc thnh vin trong knh thiu cht ch v c nhng phn ng tri ngc nhau trc vic thc hin mc tiu chung ca c h thng. d. S khc nhau v mong mun. Nhng thnh vin khc nhau c nhng mong i v hnh vi ca cc thnh vin khc, v hnh ng da vo yu t ca hnh vi mong i . Tuy nhin cc hnh vi phn ng ca thnh vin khc li khng ng vi s mong i, v do ny sinh ra nhng xung t trong ni b h thng knh. e. S khng ng v phm vi quyt nh. Cc thnh vin knh thng dnh cho mnh mt phm vi nht nh ra cc quyt nh m h cm thy tt nht. Phm vi ra quyt nh c th r rng i vi h thng knh phn phi theo hp ng c quyn, nhng i vi h thng knh phn phi khng c lin kt gia cc cng ty c lp vi nhau th phm vi quyt nh kh xc nh v do vy xung t c th xy ra nhng thnh vin c quyn lm cc quyt nh . f. S khng thch hp v mc tiu. Mi thnh vin u c mc tiu ring ca h v khi mc tiu ca h khng thng nht hoc khng ph hp vi mi thnh vin khc th xung t c th xy ra. g. Kh khn v thng tin. Mt s sai lch v thng tin hoc mt thng tin c th chuyn quan h hp tc thnh xung t.

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1.8.2. Xung t trong knh v hiu qu ca knh. Mt s phn tch cho rng xung t trong knh c nh hng tiu cc n hot ng ca knh, thm ch e da n s tn ti ca knh. - Xung t khng nh hng n hiu qu knh: y l trng hp cc thnh vin xung t trong knh, d mc nghim trng hay khng, u nhn thc c rng mi quan h ca h trong ni b knh tht s cn thit gn b, t cc mc tiu mong mun n mc khng xung t nh hng n hot ng ca knh. H tm cch cng chung sng trong xung t m hiu qu ca knh khng b nh hng. - Xung t lm tng hiu qu ca knh: L trng hp xung t pht trin n mc tiu cc c th lm trit tiu mt hoc c hai bn xung t, t to mt p lc buc mt hoc c hai bn thnh vin ca knh phi thay i chnh sch ca mnh v lm cho hot ng ca knh c hiu qu tt hn. - Xung t lm nh hng tiu cc n hiu qu knh: L khi cc bn xung t khng th tha hip c na, do hot ng ca knh s b nh tr v lm tt nghn cc dng chy. 1.8.3. Qun l xung t trong knh. a. Pht hin xung t trong knh: Trong thc t, xung t thng c pht hin sau khi pht trin v biu hin r. Nh vy nh hng tiu cc tim tng ca xung t c th c v rt kh sa cha. Tt nht l phi pht hin sm nhng yu t tim tng c th to ra xung t. lm c vic ny cn phi c s tip cn v nh gi thng xuyn phm vi ca mi quan h gia mt thnh vin vi cc thnh vin khc. b. nh gi nh hng ca xung t: S dng cc phng php o lng xung t v nh hng n hiu qu ca knh, bao gm o lng c cng v tn s xung t ca knh. c. Gii quyt xung t: - Thnh lp hi ng bao gm: i din ca ngi sn xut, ngi phn phi v ngi bn l. - Xc nh mc tiu, kh nng ca cc thnh vin, nhu cu khch hng v iu kin ca mi trng gim bt nh hng ca xung t. - Tm ra nhng yu t mu cht ca xung t v nhng vn c lin quan cn phi c gii quyt. [4, trang 42]

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1.9. QU TRNH THIT K KNH PHN PHI. Xy dng hay thit k knh phn phi l tt c nhng hot ng lin quan n vic pht trin nhng knh phn phi mi nhng ni trc n cha tn ti hoc ci tin cc knh hin ti. Xy dng knh phn phi cng l mt vn rt quan trng i vi nhng ngi bn l (cng nh i vi nhng ngi bn bun) nhng cch gii quyt vn cng tng t nh t quan im ca ngi sn xut. Khi cc doanh nghip t chc knh phn phi tiu th sn phm, h c th theo cch khc nhau, nhng nhng cng vic c bn doanh nghip phi thc hin trong qu trnh xy dng hay t chc knh l: 1) Nhn dng nhu cu phi t chc knh. 2) Xc nh v phi hp cc mc tiu phn phi. 3) Phn loi cc cng vic phn phi. 4) nh gi cc bin s nh hng n cu trc knh. 5) Pht trin cc cu trc knh c th thay th. 6) La chn cu trc knh ti u. 7) La chn cc thnh vin tham gia vo knh. Cc bc thit k knh phi thc hin cn thn trnh t theo ng yu cu ra.

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Mi trng v m: mi trng chnh tr v lut php, vn ha x hi, cnh tranh, k thut Pht trin sn phm mi Hot ng kinh doanh hin ti
Nhng thay i trong hnh vi NTD

Nhng thay i cu trc ca th trng

nh gi v ngi tiu dng

Mt mnh v yu ca cng ty

Cc th trng mc tiu

Cc chin lc chung ca C/ ty

Cc chin lc marketing

La chn cc th trng mc tiu Xc nh cc mc tiu ca knh Pht trin chin lc knh Xc nh cc cu trc knh c th thay th.

nh gi cu trc knh c th thay th La chn cu trc knh Lit k cc thnh vin ca knh c th thay th nh gi v la chn cc thnh vin c th. o lng nh gi hot ng
khng C

Cc nhn t la chn thnh vin knh

S liu bo co hot ng

p ng khng

khng C

Hot ng c th ci tin khng


C

Cn thay i knh phn phi vt cht khng

Hnh 1.11. Quy trnh thit k v ci tin knh phn phi. SV: Phm Vit C ng, lp: Qun tr marketing, k49 GVHD: TS Ng Trn nh

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PHN TCH THC TRNG QUN TR KNH PHN PHI CC DCH V VIN THNG CA VIETTEL CHI NHNH H NI 2.1. KHI QUT V CHI NHNH H NI CA VIETTEL. 2.1.1 Lch s hnh thnh v pht trin ca Viettel. - 1/6/1989: Thnh lp Tng Cng ty in t thit b thng tin (SIGELCO), tin thn ca Tng Cng ty Vin thng Qun i. - 1989 1994: Xy dng tuyn vi ba bng rng ln nht (140 Mbps); xy dng thp anten cao nht Vit Nam lc by gi (85m). - 1995: Doanh nghip mi duy nht c cp giy php kinh doanh dch y cc dch v vin thng Vit Nam. - 1999: Hon thnh ng trc cp quang Bc Nam vi dung lng 2.5Mbps c cng ngh cao nht Vit Nam vi vic p dng thnh cng sng kin thu pht trn mt si quang. - 2000: Doanh nghip u tin Vit Nam cung cp dch v thoi s dng cng ngh IP (VoIP) trn ton quc. - 2001: Cung cp dch v VoIP quc t. - 2002: Cung cp dch v truy nhp Internet. - 2003: Cung cp dch v in thoi c nh (PSTN). Cng v tinh quc t. - 2004: Cung cp dch v in thoi di ng. Cng cp quang quc t. - 2005: Dch v mng ring o. - 2006: u t sang Lo v Campuchia. - 2007: 12 triu thu bao. Hi t 3 dch v c nh di ng Internet

CH NG2

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V Viettel - Chi nhnh H Ni. - a ch : 108 Nguyn Tri, Thanh Xun, H Ni. - in thoi: 04.62859985 - email: cnhni@viettel.com.vn. - Vn iu l ti thi im thnh lp 1995 l : 950 t ng. - Chi nhnh Vin thng H Ni thuc Tng cng ty vin thng Qun i qun l, iu hnh ton b hot ng kinh doanh cc dch v vin thng ti khu vc H Ni. Chi nhnh l n v thc hin mi chc nng v nhim v ca Tng cng ty vin thng Qun i trong khu vc. - Nm 1995 thnh lp Chi nhnh H Ni trn c s st nhp 5 chi nhnh vin thng c lp trn a bn thnh ph H Ni, bt u vn hnh theo m hnh mi nhm mc tiu kinh doanh bm st th trng nhng vn m bo thng nht v hnh nh, c ch kinh doanh trn ton a bn H Ni. - T ngy 15/08/2008 chi nhnh H Ty chnh thc sp nhp v H Ni, thnh lp 2 trung tm kinh doanh 6 v 7. Hin nay Chi nhnh H Ni gm c 7 Trung tm kinh doanh vi hn 500 cn b cng nhn vin cng tc trn ton b a bn rng 3.325 2 km , dn s 6,1 triu ngi. - Chi nhnh Vin thng H Ni l n v hch ton ph thuc, trc thuc Tng cng ty vin thng Qun i, c cc chc nng sau. Tham mu gip ng y, ban gim c tng cng ty v cng tc t chc kinh doanh c hiu qu cc dch v ca Tng cng ty trn a bn cc qun huyn thuc H Ni. T chc thc hin, qun l, iu hnh, kim tra, gim st ton b cc hot ng sn xut kinh doanh trn a bn c giao. - Viettel-Chi nhnh H Ni tham gia kinh doanh v pht trin c s h tng theo ng nh hng ca Tng cng ty ra. c Tng cng ty rt coi trng u t v quan tm y v vt cht trang thit b cho chi nhnh, v y l a bn chin lc ca Tng cng ty. - Nhim v ca Viettel-Chi nhnh H Ni. T chc nghin cu th trng, nh gi cht lng sn phm, dch v trn a bn n v. Xy dng b my, t chc kinh doanh, pht trin thu bao cc dch v trn a bn n v. T chc sn xut kinh doanh, pht trin thu bao cc dch v in thoi di ng, in thoi c nh, 178, Internet, thit b u cui v cc sn phm, dch v khc ca Tng cng ty. Pht trin v qun l bn hng, h tr i l, qun l h thng ca hng giao dch, i l, im bn, cng tc vin. T chc cc hot ng bn hng trc tip. Xy dng v qun l c s d liu khch hng, chm sc khch hng, gii quyt khiu ni p ng yu cu khch hng trn a bn qun l.

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Thc hin cc hot ng qung co v xy dng hnh nh ti a bn n v (PR) Theo phn cp v hng dn ca tng cng ty v cc cng ty dch v lin quan. Qun l cc lnh vc: Ti chnh, k hoch, lao ng tin lng.. . theo quy nh. Phn tch, nh gi v bo co kt qu trin khai thc hin k hoch kinh doanh ca Chi nhnh theo quy nh ca Tng cng ty. Gio dc chnh tr t tng cho cn b cng nhn vin, t chc cc hot ng on th ti chi nhnh. Xy dng chi b ng v chi nhnh vng mnh ton din, c n np tc phong lm vic chnh quy, qun l k lut tt, hon thnh mi nhim v c giao. Thay mt Tng cng ty quan h ngoi giao vi cc c quan, chnh quyn nh nc trn a bn c giao qun l. - Cc bc pht trin cng theo, s pht trin ca Tng cng ty Viettel. 2.1.2. C cu t chc v b my ca Viettel - Chi nhnh H Ni. - M hnh t chc c cu b my qun l ca Viettel l m hnh qun l trc tuyn chc nng. - Viettel hot ng da trn s c lp ca mi b phn v c ch o bi Tng gim c, v ban gim c cc Chi nhnh. Gim c s l ngi a ra cc quyt nh cui cng v cng l ngi duy nht ra lnh trc tip cho cc b phn chc nng, cho b my c hot ng trn chu, Viettel lun ng vin anh em trong Cng ty hy lun tin vo bn thn v kh nng ca mnh trong cng vic. Viettel xy dng vn ha t chc Lm sao mt nhn vin c th ra quyt nh nh mt gim c, thc hin nh vy, nhn vin phi nm vng quan im v chin lc pht trin cng ty nh l gim c. Xy dng vn ha l vic ca tt c mi ngi, xy dng ngi nh chung VIETTEL chng ta sng v lm vic trong . - S cp qun l 03 cp (Tng cng ty, cng ty, cc chi nhnh) - S kiu trc tuyn chc nng. T chc ra cc b phn chc nng nhng khng trc tip ra quyt nh xung cc b phn trc thuc m ch yu lm nhim v tham mu cho ngi qun l cp cao trong qu trnh chun b ban hnh v thc hin cc quyt nh thuc phm vi chuyn mn ca mnh. - S lng cn b, cng nhn vin ca Viettel Chi nhnh H Ni, tnh n cui ngy 31/12/2008 l 527 ngi. - Tng thi gian lm vic ca mi nhn vin l c tun tr ngy ch nht v chiu th 7, nu lm thm th c hng nhng u i theo ch qui nh.

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Cng tc t chc lao ng; bin ch, nh mc, sp xp, qun l, nh gi lao ng, tuyn dng, ISO o to, tin lng, thng, ch chnh sch, Chnh tr, thi ua, khen thng; hnh chnh, vn th; duy tr n np, k lut lao ng.,t chc cc hot ng on th; Mua sm, qun l trang thit b, ti sn CN. Tng hp KH cng tc, n c thc hin, tng hp kt lun giao ban, bo co v cc nhim v t xut ; Th kho vt t, hng ha; Xy dng k hoch, qun l thu chi ti chnh; m bo ti chnh cho cc hot ng ca Chi nhnh.; n c, gii quyt thanh quyt ton; Qun l thu np tin, chng t, ha n, s sch ti chnh; Phn tch, nh gi ti chnh v lp Bo co ti chnh; Qun l, lu tr h s, chng t k ton; Kim tra, gim st thu np tin, tnh hnh thanh ton cng n ti Chi nhnh

PHNG TNG HP

PHNG TI CHNH

Ban K hoch KD PHNG KINH DOANH

Lp KHKD, phn b ch tiu, theo di n c thc hin, tng hp nh gi, bo co s liu thc hin.; Tng hp nhu cu, lp k hoch m bo vt t hng ha Hng dn cc TTKD NCTT, t chc s kin, truyn thng, qung co Tng hp, nh gi cht l ng dch v; Qun l cp pht hng ha, ti nguyn, kho s,

BAN GIM C

Ban Marketing

Xy dng chng trnh, t chc nghin cu, nh gi th trng, tng hp s liu bo co; - Tng hp, tm kim d n cung cp dch v; - Xy dng, lu gi v phn tch CSDL khch hng; - Qun l, t chc thc hin, tng hp nh gi hiu qu cc chng trnh PR, qung co, truyn thng

PHNG CSKH

Lp k hoch, t chc trin khai thc hin ng b, tng hp kt qu, nh gi hiu qu, xut cc chng trnh CSKH; Kim tra, gim st, nh gi cht lng cng tc CSKH ti Chi nhnh; u mi tip nhn thng tin phn nh t khch hng; theo di, xut hn ch thu bao ri mng; nh gi v xut bin php nng cao cht lng dch v; H tr thc hin cc nghip v CSKH, gii quyt khiu ni;

PHNG BN HNG

Thc hin v hng dn cc u mi tm kim d n u t pht trin kinh doanh; - H tr trin khai bn hng trc tip trn a bn Chi nhnh; - Lp k hoch, h tr, hng dn theo di Ca hng, i l, im bn; - Tng hp thng tin th trng qua h thng i l, im bn

CC TRUNG TM KINH DOANH

Qun l h thng ca hng, siu th; Qun l, hng dn, h tr h thng i l, im bn; Trin khai thc hin cc hot ng bn hng trc tip; Nghin cu th trng, Tm kim v pht trin cc d n; Thc hin cc hat ng chm sc khch hng, gii quyt khiu ni;Qun l h s khch hng;

Qun l, o to, h tr, hng dn chuyn mn cho cc u mi lin quan

Hnh 2.1. M hnh t chc chi nhnh H Ni Thng 2-2008


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Bng 2.1. Bng tng hp v s lng lao ng Thng 12/2008 Tng s T trng (ng i) (%) 527 400 76 12 168 180 40 4 8 55 40 20 299 155 45 28 5 127 24 3 6 43,3 31,5 15,75 56,7 29,42 8,5 5,3 115 62 18 18 1 3 18 54,01 29,10 8,51 8,50 3 31,8 34,15 0 102 32 20 9 28 13,14 0,50 1,41 8,50 100 T trng (%) 100 73,70 0 47,88 15,02

Stt 1 2

Ch tiu Tng s lao ng ca Chi nhnh Tng s lao ng qua o to + Trong : S c trnh trn i hc + S c trnh i hc. +S c trnh Cao ng-Ti chc + S c trnh s cp

N 213 157

Tng s cng nhn k thut + Cng nhn bc 3 + Cng nhn bc 4 + Cng nhn bc 5 + Cng nhn bc 6 + Cng nhn bc 7

C cu tui + T 30 tui tr xung + T 31- 40 tui + T 41- 50 tui + T 51- 60 tui

Qua bng s liu trn ta nhn thy s lao ng n ch chim 40% trong tng s lao ng ca Chi nhnh. y cng l mt iu d hiu v ngnh dch v vin thng ch yu giao dch cc ca hng, nn cn nhiu cc nhn vin giao dch ti ca hng. Nhn vo tng s lao ng qua o to ta cng nhn thy t l qua o to chuyn ngnh rt cao chim n 76%, do l ngnh trnh cao, v a phn l tt nghip i hc chim 31,18%, cn nhng ngi c trnh Cao ng hc chuyn tu ti chc cng chim 34,15%. iu chng t s lao ng c cht lng cao. V c cu lao ng: Trong chi nhnh s lao ng tr chim t trng rt cao ln n 56,7% s lao ng c tui di 30 v tui trung nin 31- 40 tui chim t trng 29,42%. tui sp v hu cng c mt t trng nh khong 5,3%. Qua ta thy lc lng lao ng tr v trung nin l ch yu, cn lc lng lao ng gi ch chim s t.

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Vy vi s lng v cht lng lao ng nh hin nay khin Chi nhnh H Ni c mt khng kh lm vic tr trung, tinh thn lm vic hng hi, sng to v chp nhn th thch trong th trng. iu to cho Chi nhnh mt tim nng ln trong lao ng v kinh doanh. - Qui m hot ng ca doanh nghip: Vi s lng cn b - cng nhn vin (CB-CNV) v qui m hot ng nh vy. Chi nhnh kinh doanh H Ni c th coi l doanh nghip c qui m ln (vn ng k >10 t, s lao ng trung bnh hng nm >300) 2.1.3. Mi trng kinh doanh. a. Mi trng v m. a.1. Kinh t x hi: Din tch H Ni: 3.325 km2 Tng dn s: 6.082.064 ngi. Mt dn s: 1.829 ngi/km2. - T 1/8/2008, a gii hnh chnh th H Ni v tng din tch ca th mi hn 3.300 km2, H Ni s nm trong s 17 thnh ph, th c din tch ln nht th gii. - Su thng u nm 2008, kinh t x hi Th gp nhiu kh khn: thi tit rt m, rt hi ko di, nguy c bng pht dch bnh trn gia sc, gia cm; dch bnh tiu chy cp nguy him xut hin nhiu qun, huyn trn a bn. Tnh hnh kinh t trong nc v ngoi nc bin ng kh ln; gi c tng cao t bin, nht l gi lng thc, thc phm v mt s nguyn, nhin liu vt t thit yu. T l lm pht mc cao nht trong thi gian gn y, gy nhiu kh khn, lo lng cho nhn dn: qu 1/2008 ch s gi tiu dng trn a bn tng 15,3% so cng k, 4 thng tng 16,23%. - 9 thng qua, GDP ca thnh ph (sau khi m rng) tng 10,9%. Trong , gi tr cng nghip m rng tng 12,5%, dch v tng 10,5%, nng - lm - thu sn tng 3,8%. Thnh ph thu ngn sch t 55.648 t ng, bng 93,4% d ton nm. Theo nh gi ca cc chuyn gia, mc tng trng kinh t 2 con s ca H Ni nht l sau khi m rng a gii l rt n tng. iu ny cho thy trin vng pht trin ca Th l rt kh quan. (mc tiu t ra nm 2009 l 12,5%) - Trin khai quy hoch th trn mt s d n ln: + Chun b u t ci to, xy dng li cc khu tp th c: Nguyn Cng Tr, Kim Lin; Khi cng xy dng chung c B14 Kim Lin; Chun b di di ngi dn ang sng ti nh B6 Ging V. + Tip tc thc hin d n xy dng nh phc v cng nhn khu cng nghip Bc Thng Long ( hon thnh, a vo qun l v s dng 6/26 n nguyn). + Khi cng xy dng Khu t hp cao 65 tng ti Liu Giai- o Tn, cng vin Yn S, gi thu xy lp cu v ng thuc d n ng Vn Cao- H Ty.

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a.2. Chnh sch ca Nh nc lin quan trc tip n hot ng sn xut kinh doanh ti a bn: - M rng c ch cho u t nc ngoi vo th trng vin thng, p lc gim gi t c mc trung bnh chung ca khu vc. - Quy nh v thi gian gi s thu bao t 180 ngy xung 90, sau xung 60 ngy gip cc doanh nghip gim c ng k lng thu bao o - Ban hnh quy nh qun l thu bao tr trc nhm qun l hnh vi ca ngi tiu dng khi s dng dch v di ng. - Va qua, T chc Wireless Intelligence (WI) mt t chc uy tn v thng k vin thng a ra cc s liu nh gi, cp nht v tnh hnh vin thng trn th gii. Theo , n ht qu 1/2008, mng di ng Viettel ng v tr 56 trong tng s 648 mng di ng ca th gii. Ti Vit Nam, mng ny cng ang chim v tr s 1 vi 40% th phn, tip theo l Mobifone (26%) v Vinaphone (21%). y chnh l s kin Viettel khng nh sc mnh v to cho nhng bc i k tip. - Theo nh gi ca cc chuyn gia vin thng, vic dnh th phn thu bao ti y s cng quyt lit. Theo d bo ca WI, n 2010, Viettel c th vn ln tr thnh mng di ng ln th 30 trn th gii vi khong 36 triu thu bao. - Ngy 19/4/2008, v tinh vin thng u tin ca Vit Nam, Vinasat-1 c phng thnh cng ln qu o, m ra mt trang mi trong lch s pht trin ca ngnh vin thng Vit Nam. VINASAT-1 i vo hot ng s gp phn hon thin c s h tng thng tin lin lc - truyn thng ca quc gia, nng cao nng lc mng li, cht lng dch v vin thng- cng ngh thng tin, pht thanh, truyn hnh ca Vit Nam b. Mi trng vi m. b.1. i th cnh tranh. * Dch v vin t hng di ng: - Nm 2008 chng kin cuc ua cnh tranh v u s, cc chng trnh khuyn mi thi v, dch v gi tr gia tng: T thng 8/2008, Viettel cung cp dch v Imail. VNPT t ngy 1/10, cc thu bao tr sau ca 2 mng trn s c min cc khi chuyn cuc gi n mt thu bao khc trong nc (thuc VNPT, bao gm c thu bao c nh) v min ph ng k s dng dch v. Bn cnh , s quyt tm u t vo dch v gi tr gia tng (GTGT) cn c th hin mt cch rt r rt MobiFone khi nh mng ny va tuyn b honh thnh xong vic nng cp dung lng tng i ln gp 5 ln, T trc , VinaPhone cng c dch v ni dung mi Datasafe c o gy c s quan tm ch ca khch hng. - Nh vy l: i su vo cc dch v GTGT v lm gia tng tin ch l hng pht trin ch o, ang ngy mt hnh thnh r nt trong th trng thng tin di ng hin nay Vit Nam. y cng c nh gi l mt hng i ng n v hp l ca cc nh khai thc mng.

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T ngy 1/11/2008, VNPT gim cc ni mng xung cn 909.1 ng gia cc thu bao c nh VNPT, gia cc thu bao chuyn i VNPT ti Vinaphone v ngc li, gia cc thu bao Vina vi Vina, gia thu bao Mobifone ti Mobifone - Ngy 31/8, HT Mobile - D n Hp ng hp tc kinh doanh gia Cng ty C phn Vin Thng H Ni (Hanoi Telecom) v Cng ty Vin thng Hutchison Vit Nam (HTVN) k kt thnh cng vi Tp on Ericsson v Huawei vi t cch l nhng nh cung cp chnh thc trong vic trin khai mng di ng cng ngh GSM mi ti Vit Nam. - Nm 2008 cng chng kin nhiu hot ng ln nh MobiFone k nim 15 nm thnh lp v nhn Hun chng lao ng hng Nht; Viettel nhn hun chng lao ng hng 3, HT - Mobile xin chuyn sang cng ngh GSM v mi y c cp php, VNPT hon thnh tt cng tc thng tin lin lc phc v i l Pht n Lin hp quc ti Vit Nam; nhiu hot ng hp tc kinh doanh nh gia VNPT v Intel, gia MobiFone v Yahoo c xc tin. - Tp on Bu chnh Vin thng Vit Nam (VNPT) va thc hin gim cc dch v nhn tin SMS trong nc i vi thng tin di ng GSM ca VNPT. Theo , k t ngy 21/4/2008, cc nhn tin ngn SMS ca hai mng in thoi di ng VinaPhone v MobiFone gim 17% so vi mc cc hin hnh (264 ng/tin) nu nhn tin ni mng, Gim 13% (318 ng/tin) nu nhn tin ngoi mng. * Dch v ADSL, PSTN: Gn nh cc nh cung cp tung ra tt c cc chng trnh khuyn mi mnh nht. Nu nh trong nm 2007, Viettel l nh cung cp tin phong trong cc chng trnh khuyn mi, th hin nay VNPT thng xuyn c cc chng trnh khuyn mi hp dn hn + iu kin h tng tt hn, i th cnh tranh nh FPT ang vt tri so vi Viettel v kh nng p ng h tng khng cn kim tra kim tn hiu c mc tiu v th phn. Hn na Viettel ang trong qu trnh nh gi li hiu qu u t ca cc dch v ny nn tc m rng h tng mng li chm, t l p ng nhu cu ca khch hng cn thp v hin nay t l p ng c thi im mi t khong 20%, Ngy 11/11/2008, ti H Ni din ra bui l khai trng v ra mt cc i l pht trin thu bao MegaVNN. Vi hn 10 triu thu bao in thoi c nh bao ph khp c nc ti tuyn x, VNPT cng l doanh nghip c tim nng ln nht v pht trin dch v ADSL trn nn mng c nh, to iu kin ph cp dch v Mega VNN. * Dch v Ho me phon e: Hai i th ln G-phone ca VNPT, Ecom ca EVN. Gphone ca EVN trin khai cung cp dch v mun nht so vi 3 nh cung cp nn kch cu bng nhiu chng trnh khuyn mi v chm sc khch hng... nh min cc ha mng, tng thit b u cui, gim gi cc, tng cc ph s dng. c bit trong thi gian ti Gphone s tch hp nhiu dch v gi tr gia tng nhm mang n nhiu tin ch cho khch hng.

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EVN l nh mng u tin khai thc dch v ny nm 2006, tuy nhin cht lng dch v khng m bo nh hng n tc pht trin hin nay. Trong nm 2008 tip tc thc hin cc chng trnh khuyn mi mnh trong cuc ua gia 3 nh cung cp. * Dch v th u bao u cui : Do thay i c ch vn hnh, t thng 10/2008 cc siu th do ban trc tip xut nhp khu qun l nn nm 2008 th trng my thit b u cui, tip tc pht trin mnh. Viettel c li th hn hn so vi cc nh cung cp khc l cung cp c thit b u cui, tuy nhin vic cnh tranh vi cc nh phn phi ln nh: FPT, Thnh Pht, Petro VietNam,...v gi, hnh nh s kh khn hn. b.2. c im tnh hnh ni b : - Tng cng ty c kht vng tr thnh 01 trong 30 mng vin thng ln nht th gii vi doanh thu nm 2008 khong 2 t USD --> tp trung tt c cc ngun lc vo vic ti u h tng, pht trin mnh mng li h tng, phn u t 6 nht lm tin pht trin vng chc. - T ngy 01/4/2008 Viettel-Chi nhnh H Ni bt u vn hnh theo m hnh mi nhm mc tiu kinh doanh bm st th trng nhng vn m bo thng nht v hnh nh, c ch kinh doanh trn ton a bn H Ni. T ngy 15/08/2008 chi nhnh H Ty chnh thc sp nhp v H Ni, thnh lp 2 trung tm kinh doanh 6 v 7. Th trng kinh doanh rng v khng ng u chi nhnh dn xy dng, t chc b my vn hnh c th n tng a bn. Mt s thch thc v thun li chi nhnh n nhn: Kh khn trong cng tc qun l, trnh khng ng u, th trng kinh doanh phn tn Th trng vn cn nhiu tim nng (Mt s dng cc dch v Vin thng thp, cha c s u t, chm sc tt t cc mng.) - Cc dch v gi tr gia tng c trin khai mnh to ra s khc bit cho sn phm ca Viettel: dch v Vntopup, MCA, I-Share... - p dng trit cng ngh thng tin vo hot ng bn hng v qun l --> nng cao tnh chuyn nghip, gim thiu tht thot, kp thi tng hp nh gi nhng bt cp trong chui cung cp dch v hon thin kp thi..

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2.1.4. Bo co kt qu kinh doanh ca Viettel-Chi nhnh H Ni (nm 2007-2008) Bng 2.2. kt qu kinh doanh ca Viettel-Chi nhnh H Ni (2007-2008)
n v Tnh Tr.ng Tr.ng Tr.ng Tr.ng Tr.ng Tr.ng Tr.ng Thu bao Thu bao Thu bao Thu bao Thu bao Thu bao Thu bao Khch hng Khch hng im Khch hng Triu ng Triu ng S tuyt i 1.435.979 1.414.342 1.305.030 -4.887 13.447 59.940 45.149 S t ng i (%) 188 189 192 65 119 595 165

Stt I 1 1.1 1.2 1.3 1.4 1.5 II 1 1.1 1.2 2 3 4

Tn ch tiu Doanh thu Dch v vin thng Dch v di ng Dch v VoIP 178 t mng khc Dich v c nh PSTN Dich v c nh khng dy Homephone Dch v Internet (gm ADSL v Leasedline,...) Thu bao Dch v di ng Tng thu bao kch hot Thu bao hot ng bnh thng tng thm Dch v c nh PSTN Dch v c nh khng dy Homephone Dch v Internet

2007 1.631.793 1.589.147 1.418.510 13.963 70.771 12.108 69.459

2008 3.067.772 3.003.489 2.723.540 9.076 84.218 72.048 114.608

1.734.254 3.480.987
3.271.648 747.805 14.373 34.288 562.360 30.012 436 292 50 21 75.213 7,500 48 76 22 21 91.905 10,300 0 4.253.143 1.361.006 12.936 129.953 1.125.100 24.310

1.746.733 981.495 613.201 -1.437 95.665 562.740 -5.702 -388 -216 -28

200 130 182 90 379

4.1 ADSL 4.2 5 6 7 III IV Leased line u ni trc tip i l in thoi cng cng Khch hng to nh Tng chi ph Thu nhp bnh qun theo u ngi

81 11 26 44 100

16.692 2,800

122,30 137,3

Ngun: Phng ti chnh

Doanh thu c t 103% k hoch t ra, t tc tng trng 189% so vi nm 2007, trong doanh thu dch v di ng (gm doanh thu co, kit, ha mng, cc tr sau pht sinh) chim 89%, tng 192% so vi nm 2007. Tuy nhin, doanh thu dch v 178 c xu hng gim mnh.

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C cu doanh thu: T trng doanh thu dch v di ng tng mnh nn n 188% so vi nm 2007, mt s ch tiu khc cng tng nh (nh PSTN, Internet, homephone), v mt s ch tiu b gim( nh VoiP 178). Khch hng cc to nh m bo theo cc ch tiu ra, vic gia tng xy dng cc ta nh chung c cao tng ca thnh ph lm cho i tng khch hng ny ngy cng nhiu, v l i tng khch hng quan trng. Thu nhp bnh qun theo u ngi tng t 7,5 triu nn n 10,3 triu ng tng 137,3%, mc thu nhp ca nhn vin tng m bo i sng ngi nhn vin n nh. Bng 2.3. Cc loi hnh dch v trong nm 2007 - 2008
2008 STT I II III IV V VI VII Ch tiu Di ng ADSL PSTN Homephone 178 Leased Line Bn my di ng TNG DOANH THU Tng 2.723.540 100.507 84.218 72.048 9.076 14.101 64.282 3.067.772 T trng 2008 88,78% 3,28% 2,75% 2,35% 0,30% 0,46% 2,10% 100% Tng 1.498.472 62.904 70.885 12.110 15.584 6.931 40.064 1.706.949 2007 T trng 2007 87,79% 3,69% 4,15% 0,71% 0,91% 0,41% 2,35% 100%

n v: Triu ng

Ngun: Phng bn hng

2.1.5. Cc i th cnh tranh. So snh v gi cc. Bng 2.4 So snh gi cc ca cc hng Vin thng - 2008. Loi c c * Cc gi trong nc: + Gi trong mng - 6 giy u tin - Mi giy tip theo + Gi ngoi mng - 6 giy u tin - Mi giy tip theo * Gi quc t: + Gi trc tip + Gi qua VoIP Vinaphone Viettel Mobiphone

1.750 /pht 1.690 /pht 1.750 /pht 175 /6 giy 169 /6 giy 175 /6giy 29 /1 giy 28 /1 giy 29,17/1 giy 1.980 /pht 1.890 /pht 1990 /pht 199 /6 giy 189 /6 giy 198,99 /6giy 33 /1 giy 31 /1 giy 33,17 /1giy 3.740/pht 6.000 /pht 3.600/pht 6.000 /pht 4.850/pht

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* Cc nhn tin MMS: * Cc nhn tin SMS: + Nhn tin ni mng: + Nhn tin ngoi mng: + Nhn tin quc t: * Cc truy nhp hp th thoi: * Cc gi n cc dch v c tnh c c ring = c c gi trong mng + cc dch v tnh cc ring, trong do: - Cc gi trong mng - Cc dch v tnh cc ring * Cc gi ti cc s my ca dch v VSAT:

290/ tin 290/ tin 300/pht

500 / tin 200 / tin 250 /bn tin

290/ tin 290/ tin 300/pht

2.640/ tin 2.500 / tin 1.200 /pht 1.000 /pht

2.620 /pht 1.150 /pht

1.980 /pht

1.690 /pht

1.985/pht 4.250/pht.

4.230/pht 4.000 /pht

So snh v h tng vin thng. n ht 15/12/2008 c 920 trm BTS trn ia bn, ht nm 2007 c 733 trm BTS, trong nm 2008 pht trin mi thm c 187/6600 trm. Bng 2.5. S trm BTS tng ln trong nm 2008 STT A B 1 2 3 4 Tiu ch S trm BTS 2007 S trm BTS 2008 Tng s cell trn a bn S cell c hiu sut trn 85% % s cell c hiu sut trn 85% % s cell phi s dng HR H Ni 584 729 711 H Ty c 149 191 2885 758 299 25% 39% 40% 65%

Ngun: phng bn hng. H tng BTS ca i th cnh tranh: theo s liu thng k chi nhnh k thut chuyn ngy 15/12/2008 , s liu trm BTS trn a bn H Ni th hin ti s trm BTS ca Viettel gn gp i s lng cc trm ca i th trn a bn cng li. Tuy nhin vi dung lng mng hin ti trn a bn trung bnh c 50% s cell phi s dng HR trong gi cao im (nh hng n cht lng mng).

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S LNG TRM BTS TRN A BN H NI


S lng nh cung cp S-phone HT-Mobile EVN mobiphone vinaphone 93 93 215 347 314 920 0 viettel Chui1 920 200 vinaphone 314 400 mobiphone 347 600 EVN 215 93 800 HT-Mobile S-phone 93 1000

viettel

Hnh 2.2: So snh s trm BTS trn H Ni 2008 Chim v tr dn u l Viettel v s trm BTS trn a bn iu khng nh v kh nng bt sng tt mi ni trong a bn, gp i i th cnh tranh ca vinaphone v mobiphone. Tip theo chim v tr th hai l Vinaphone v mobiphone cng chim mt v tr kh ng k trong a bn, nhng mt bao ph ca cc mng ny trong a bn ni thnh chim v tr dy c hn so vi vng ngoi thnh, y cng c th l chin lc. Mt s mng tip theo nh EVN, HT-mobile, S-phone, c s t trm BTS trn a bn, iu dn n kh nng thu pht sng khng tt hay ch cc b trn mt s a bn nht nh. Bng 2.6 Th phn cc hng vin thng trn H Ni Nh cung cp Mobiphone Vinaphone Viettel Sphone EVN HT- Mobile Nm 2008 Th phn Thu bao 26% 1.054.678 21% 1.892.749 40% 3.651.927 5% 216.568 3% 160.647 5% 213.152 Ngun: phng bn hng.

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So snh v th phn :
TH PHN DI NG NM 2008
HT- Mobile:5% EVN:3% Sphone :5% Mobiphone :26 %

Viettel:40%

Vinaphone :21%

Mobiphone

Vinaphone

Viettel

Sphone

EVN

HT- Mobile

Hnh 2.3. Th phn cc hng in thoi


Ta nhn thy. Trong nm 2008 Viettel vn dn u v th phn thu bao di ng trong thnh ph H Ni v chim ti 40% th phn. Tip theo l hai mng Vinaphone v Mobifone cng chim th phn kh ln v l i th mnh ca Viettel trong giai on ti. V mt phn th trng nh do mt s mng khc gi, chim th phn khng ng k ch n 3-5% do hai mng EVN v S-phone chim d. So snh v s knh phn phi: nh gi v tim nng th trng. Trn a bn H Ni Viettel ng th nht v th phn: 40%. Khch hng tui tr c xu hng s dng dch v Viettel nhiu, 64% khch hng tui t 18 n 24 s dng mng Viettel. Trong tui t 18 tr ln theo nh gi ch c 3% cha s dng di ng (trn a bn H Ni ch tp trung nhiu vo khch hng tr), (cc trung tm ngoi thnh t l ny l: 7%) - Vi s lng trng i hc, cao ng, trung cp ca c nc tp trung trn a bn H Ni c tng s khong 566.574 sinh vin. Hng nm trn i bn H Ni c hn 100.000 sinh vin trng tuyn cc trng trn a bn.y chnh l i tng khch hng c nhu cu ln v lin lc nhng kinh t ph thuc vo gia nh v th mc tiu dng thp nhng l i tng tr thc, nhng khch hng mang li gi tr cao sau ny. - Lc lng lao ng ngoi tnh ln: u l nhng i tng xa nh, u rt cn phng tin lin lc nhng mc thu nhp thp.(khong: 1.500.000/ngi). Viettel c nhng chng trnh, gi cc hp dn dnh cho 2 i tng khch hng ny: chng trnh sinh vin, gi cc Sumo tuy nhin do khch hng u chy theo chng trnh khuyn mi, nn khng c la chn s v th rt kh gn khch hng vi vic s dng lu di.

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Tuy nhin i th bt u c cc hot ng nhm vo i tng khch hng ny: Mobifone ra i gi Momo: y l mt trong nhng ng thi gi th phn nhm vo ngi tiu dng bnh dn, ng thi l cch MobiFone gi thu bao trn mng lu hn (1 nm), Thnh lp cu lc b MobiQ dnh cho hc sinh, sinh vin. T chc chng trnh Rock Storm 2009: To nn mt hnh nh mi v MobiFone, mt hnh nh tr trung, si ng v gn gi vi gii tr. Hin ti cc chng trnh dnh cho gii tr ca Mobifone tp trung ti thnh ph ln, nhm vo mt b phn gii tr :"style". Bng 2.7.So snh v s knh phn phi ca cc hng in thoi trn H Ni-2008 Stt 1 2 3 4 5 6 Mng Mobiphone Vinaphone Viettel Sphone EVN HT- Mobile S ca hng, i l 66 74 141 34 56 34 18% 20% 32% 9% 12%
9%

% knh

Cng vi s cnh tranh rt khc lit ca cc i th cnh tranh nhau, nhng trong nm 2008 viettel vn dn u v s ca hng v i l trn a bn H Ni vi s l 141 ca hng v i l chim 38%. Tit theo l Vinaphone v mobifone chim khong 20%.
S LNG KNH PHN PHI TRN A BN H NI - 2008

HT- Mobile:9% EVN:12%

Mobiphone:18 %

Sphone:9% Viettel:32%

Vinaphone:20%

Mobiphone

Vinaphone

Viettel

Sphone

EVN

HT- Mobile

Ngun: Axis reseach (cng ty nghin cu th trng Vit Nam)


Hnh 2.4. S lng knh phn phi c mt trn a bn H Ni

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2.2. THC TRNG H THNG KNH PHN PHI CA CHI NHNH H NI. 2.2.1. Cu trc knh phn phi hin nay ca Viettel-Chi nhnh H Ni. Knh 0 cp CNHNI Knh 1 cp CNHNI
im bn l Ngi tiu dng Ngi tiu dng

Knh 2 cp CNHNI
i l im bn l Ngi tiu dng

Hnh 2.5. Cu trc knh phn phi cc dch v vin thng ca Chi nhnh H Ni

Ch thch: CNHNI - Chi nhnh H Ni a. Knh 0 cp: - Ca hng (CH) ca Viettel: Trong nm 2008 tin hnh quy hoch v iu chnh h thng cc ca hng m bo ph kn a bn H Ni. Hin nay tng s ca hng trn ton b a bn H Ni l 41 ca hng, pht trin thm 02 siu th. Ca hng trc tip phi nm v tr p, thun tin cho vic bn hng, giao dch hoc trn trc ng chnh. Ca hng thnh ph, th x mt tin >=5m, din tch >=40m2; Ca hng huyn mt tin >=5m, din tch >=30m2. m bo c ly phc v bn knh 3km trong khu vc ng dn c. Cung cp dch v vin thng, bn thit b u cui. - Siu th ca Viettel: Trong nm tin hnh bn giao h thng siu th lin quan n pht trin thit b u cui cho cng ty xut nhp khu (XNK), nhng chi nhnh vn coi y l knh quan trng, trong nm 2008 khai trng 2 siu th: 231 Nguyn Tri, 70 Trn Hng o. Siu th nm mt v tr p, thun tin u tin ni c ch xe. Mt tin rng t 12m n 15m tr ln v din tch ti thiu 100m2. Cung cp dch v vin thng/bn cc thit b u cui. m bo sau 6 thng phi t hoch ton v c li.

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Bn hng trc tip (BHTT) - Bm su st a bn bn hng trc tip (BHTT), hiu r a bn hot ng; - Trit pht trin lp khch hng doanh nghip, to nh trn a bn thng qua thng tin ly t S k hoch u t, Chi cc thu cc qun; s Xy dng H Ni... - Thng xuyn o to v t o to v nghip v v k nng bn hng trc tip cho nhn vin. b. Knh 1 cp: - im bn (B): Vn tip tc duy tr vic pht trin mng li knh phn phi rng khp m bo chu trnh phn phi hng ho xung h thng knh nhanh chng v thun li => Cung cp sn phm, dch v cho khch hng m bo bn knh phc v 3-5 km/1 im giao dch. - Tng s im bn ang bn hng ca Viettel l 3.051 im bn (trong 2.661 im bn c Sim a nng v ang hot ng). Chi Nhnh lun duy tr t l ch tiu Sim a nng hot ng hng thng 80 90 %/thng, t l Sim a nng bn hng l 85 90%/thng - Cng tc vin (CTV): Bao gm c cng tc vin chuyn nghip v cng tc vin khng chuyn nghip. m bo cng tc x hi ho bn hng su rng xung tng thn, xm, Phng X. Chi Nhnh hin ti c 710 cng tc vin x phng, 127 cng tc vin tham gia bn hng a dch v (HomePhone, ADSL, PSTN...) cho cc ca hng trc tip v 5162 cng tc vin s dng Sim a nng ang hot ng. Chi nhnh thng xuyn xy dng cc chng trnh tuyn dng a dng bng nhiu hnh thc v truyn thng n nhiu i tng: hc sinh, sinh vin, trng thn, cn b hu tr, t trng dn ph, cn b hi ph n c s... Hin ti, Chi nhnh tuyn c 157 cng tc vin lng v ang xut p dng theo c ch mi cho cng tc vin lng ti cc huyn ngoi thnh. c. Knh 2 cp: - i l: Tng s i l ang hot ng: 139 i l. S i l tin hnh thanh l: 15 i l (nguyn nhn: i l c nng lc yu km, i l khng cn nguyn vng pht trin dch v cho Viettel...) - i l l php nhn, c nhn c ng k kinh doanh do Viettel tuyn chn v k hp ng i l xy dng ca hng v phn phi sn phm, dch v cho ViettelTellecom. - i l y quyn cp 1, phi c mt tin >=6m; i l y quyn cp 2, phi c mt tin >=3m. Quy nh v tuyn chn i l l phi c t cch php nhn, phi c th chp hoc bo lnh bng tin mt cho vic pht trin cc dch v ca Viettel Telecom t doanh s, doanh thu theo quy nh. - Chc nng pht trin thu bao ca i l.

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Bng 2.8: Chc nng pht trin thu bao ca cc i l.


i l u quyn Stt I 1 Quy nh Sn phm c kinh doanh Dch v di ng: + Pht trin thu bao tr sau chn s + Pht trin thu bao tr trc chn s + Pht trin b Kit + Th co PSNT v ADSL + Pht trin thu bao - Tip nhn yu cu khch hng - u ni trn h thng, cung cp ph kin - Thu tin ph cung cp dch v + Kinh doanh i l internet cng cng + Kinh doanh i l in thoi cng cng Home Phone pht trin thu bao Quy nh v im bn hng ca dch v Ca hng kinh doanh v tr p Quy nh v mt tin t cc ban u i l a dch v H Ni, HCM i l a dch v tnh/TP khc Cp 1 Cp 2 i l ph thng

6m 15Triu 5 Triu

3m 5Triu 5 Triu

3 II 1 2 3

2.2.2. S knh phn phi ca mt s Cng ty vin thng ca Vit Nam. Sau y l mt s h thng knh phn phi ca cc mng vin thng , in thoi i ng ca cc i th cnh tranh ca Viettel. - Knh phn phi ca Vinaphone, Mobiphone, c knh phn phi cng kh a dng v kh nng bao ph cng mnh. H c li th l da vo cc trung tm bu in c ca mng in thoi c nh. Nhng mt s cc im giao dch cc huyn v thn xm, cn hot ng khng hiu qu, kh th ng trong cng tc, thiu k nng bn hng. - Knh phn phi ca S-phone cng m mt s i l v cc ca hng trc tip. Nhng kh nng bao ph th trng l khng rng trn ton H Ni, m ch tp trung vo ni ni thnh. Khi m cc khch hng trong nh hay di chuyn nh th kh nng bt sng ca mng l yu, gy mt s bc xc cho khch hng. - Knh phn phi ca EVN th kh nng bao qut th trng rng hn trn a bn H Ni nh mt mng li i l, v cc ca hng, cc trung tm cc x phng u c ca hng v hnh nh ca EVN. Nhng do mt s nguyn nhn no lm cho mng in thoi di ng ca EVN l km hiu qu hn cc mng khc. - Knh phn phi ca Viettel th kh nng bao qut th trng tt, lun trong tm tay ca khch hng, nm bt c nhu cu khch hng tt. S lng trm BTS trn a bn H Ni kh dy c lm cht lng cuc gi tt, c th bt sng trn ton a bn H Ni ch no cng c mng Viettel hot ng.

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Mobiphone Vinaphone

i l cp I i l cp II

im bn l

Ngi tiu dng cui cng

Hnh 2.10. H thng knh phn phi ca Mobiphone v Vinaphone

i l Sphone

im bn l

Ngi tiu dng cui cng

Hnh 2.11. H thng knh phn phi ca Sphone

i l ca EVN EVN i l im bn l

Ngi tiu dng cui cng

Hnh 2.12. H thng knh phn phi ca EVN

Viettel Chi nhnh H Ni

i l im bn l

Ngi tiu dng cui cng

Hnh 2.13. H thng knh phn phi ca Viettel - CNHNI

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2.2.3. Nhng qui ch v knh phn phi. a. Quy ch xem xt lm i l ca Chi nhnh. - Nh vy i vi bt k mt doanh nghip no, vic tuyn chn cc thnh vin c ngha v cng quan trng. Cc khch hng n lm i l th phi hon thin y cc giy t sau. 1. n xin lm i l theo mu (Th trng n v k tn, ng du). 2. Giy ng k kinh doanh (GPKD phi c lnh vc vin thng, bn ph t. 3. Giy ng k m s thu (Ph t) 4. Giy ng k mu du (Bn Ph t, ng du treo ca Doanh nghip). 5. Ho n VAT (Ph t mt lin bt k, ng du treo ca Doanh nghip). 6. 2 nh chp ca hng d kin kinh doanh (c 10 x 15) 7. Bn thm nh nng lc ca i l. - Kh nng ti chnh: Cc i l phi l nhng ngi c kh nng ti chnh hay vn kinh doanh ph hp c th thanh ton ngay hay l h c kh nng huy ng vn nhanh, nhm trnh tnh trng n ng vn, gy ch tc v thua thit cho Chi nhnh. - Kh nng bn hng sn c: Bn cnh khch hng mun lm i l phi c ca hng m ca hng kinh doanh ny phi n nh v c giy php kinh doanh, sau khi thm nh c y kh nng th s c xem xt lm i l ca Chi nhnh. b. Chnh sch p dng i vi thnh phn knh. b.1. Chnh sch p dng i vi thu bao tr trc. - Chnh sch chit khu th co: p dng t 10/6/2008 n nay, p dng cho tt c cc mnh gi. Bng 2.9. Bng chit khu th co - Viettel.
Mc mua hng T 2tr-d i 50tr T 50- d i200 tr T 200- d i500 tr T 500tr-d i 1t T 1 t- di1,5 t Trn 1,5 t Ghi ch 6% 6,50% T 10/06/08T 10/06/08 3/7/09 -3/8/09 5% 5% 5,50% 6% Mc mua hng T 4/08/08 - nay 5,5% 6% 6,50%

2-d i 20triu T 20-Di 5,50% 100triu T 100 triu tr ln 6,50%

Co cc mnh gi. Th 10.000, th 20.000, th 50.000, th 100.000, th 200.000, th 300.000, th 500.000.

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b.2. Chnh sch chit khu b kt. Bng 2.10. Bng Chit khu b kt Viettel.
T 15/8/08-19/4/09 Mc mua hng Di 2 tr T 2- < 100tr T 100-< 500 tr Trn 500 tr p dng chnh sch c vi nhng mnh gi 15% 20% 25% cn li 16% 21% 26% CV527/05 219 119 k k 69k 0% 0% 0% 14% 19% 24% T 20/10/08-4/4/09 Gi TMT 219k 119k 69k 119k t 11/04/07 0% 0% 0% 0% 20% 24% 26% 34% 22% 26% 28% 36% 24% 28% 30% 38% Q1918/06 CV429/07

T l chit khu b kt c xu hng ngy cng gim v n gin ha cc mc mua hng Bt u t 04/08/2008, t l chit khu gim mnh v mc mua hng h xung mc thp nhm khc phc tnh trng kt km co. Cn cc chng trnh khuyn mi ca Nh cung cp th s c thng bo trc tip bng vn bn. Cc i l c trch nhim nh nhau theo hp ng k, quyn hn v hoa hng u nh nhau.

c. S quy nh trnh t bn hng. cc ca hng nm r c quy trnh v t vn cho khch hng ng v chng trnh bn hng ti ca hng. Chi nhnh H Ni hng dn cc Ca hng thc hin bn hng cho khch hng theo ng quy trnh v lu mt s quy nh sau (quy trnh c trnh by trang bn Hnh 2.6)

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Bc

Lu

Thc hin

Khch hng n ca hng Viettel ng k s dng

Khch hng

Nhn vin giao dch t vn v u ni cho khch hng

Nhn vin ca hng

Khch hng kim tra li my, gi th kim tra cht lng dch v

Khch hng

Giao dch vin h ng dn s dng v bn giao my cho khch hng

Nhn vin ca hng/giao dch vin Khch hng, nhn vin ca hng

Khch hng ng tin v hon tt giao dch

Happy Call cho khch hng ha mng mi

Nhn vin CNKD

Kt thc giao dch

Hnh 2.6. Quy trnh bn hng ti cc ca hng.

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2.2.4. Kh nng hot ng ca cc loi knh hin ti. a. Tnh hnh tiu th qua cc loi knh. a.1. Kt qu kinh doanh qua knh 0 cp nm 2008. Knh 0 cp Viettel-Chi nhnh H Ni
Hnh 2.7. S knh 0 cp Ngi tiu dng

Bng 2.11. Kt qu hot ng kinh doanh ca cc Trung tm kinh doanh- 2008 n v: triu ng Stt Tn ca hng A TRUNG TM 1 I BHTT II CHTT 1 - Ca hng 239 TT.ng Anh. 2 - Ca hng 35 C Bi - H.Gia Lm 3 - Ca hng 61 TT.Sc Sn 4 - Ca hng 467 H Huy Tp B TRUNG TM 2 I BHTT II CHTT 1 - Ca hng 735 Gii Phng 2 - Siu th S 231 Nguyn Tri 3 - Ca hng 12A L Trng Tn 4 - Ca hng 94 Vn in 5 - Ca hng 96-98 Ngu Nh C TRUNG TM 3 I BHTT II CHTT 1 - Ca hng 184 Hong Quc Vit 2 - Ca hng 50 Dc Tam a 3 - Ca hng 111 Xun Diu 4 - Ca hng ph Nhn - H.T Lim 5 - Ca hng M nh - H.T Lim 6 - Ca hng 322B Lc Long Qun 7 - Ca hng M nh1 - H.T Lim

Doanh thu 131.033,120 9.621,210 121.411,910 24.176,512 17.882,380 18.058,852 61.294,168 243.557,071 10.321,541 233.235,530 18.117,676 123.674,936 27.117,676 39.000,028 25.325,213 162.690,156 16.325,216 146.364,940 39.705,956 11.764,732 27.176,492 18.000,021 23.117,668 10.132,230 16.467,840

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D I II 1 2 3 4 5 E I II 1 2 3 4 F I II 1 2 3 4 5 6 7 8 H I II 1 2 3 4 5 6 7

TRUNG TM 4 BHTT CHTT - Ca hng VKO - Ca hng 250 Minh Khai - Ca hng 1D - Lng H - Ca hng 91 La Thnh - Ca hng 4C i C Vit TRUNG TM 5 BHTT CHTT - Ca hng 167 Ngc Lm - Ca hng 32 Phan Chu Trinh - Ca hng 32M L Nam - Ca hng s 1 An Dng TRUNG TM 6 BHTT CHTT - Siu th 495 Quang trung - Ca hng 652 Quang Trung - Ca hng Thng Tn - Ca hng Thanh Oai - Ca hng ng Ha - Ca hng Chng M. - Ca hng Ph Xuyn. - Ca hng M c TRUNG TM 7 BHTT CHTT - Ca hng Hoi c - Ca hng Xun Khanh. - Ca hng Quc Oai - Ca hng an Phng. - Ca hng Sn Ty. - Ca hng Thch Tht. - Ca hng Ba V Tng doanh thu

84.182,876 16.625,635 717.557,240 133.213,023 126.026,520 130.629,219 112.326,216 215.362,263 49.912,532 12.362,394 24.110,577 9.528,156 10.629,156 9.694,561 7.698,265 76.956,189 23.629,514 53.326,675 7.368,156 8.681,513 6.369,523 7.364,516 8.328,751 7.698,412 6.362,652 1.153,152 49.285,816 10.625,331 38.660,485 5.369,258 5.625,225 6.521,415 5.523,511 4.564,584 4.361,256 6.695,236 797.617,760

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Qua knh 0 cp chim mt t trng nh k trong tng s doanh thu m Chi nhnh t c. N chim khong 15% trong tng s doanh thu nm 2008. Knh ny ng vai tr quan trng trong h thng knh bn hng ca Chi nhnh, v nhng ca hng ny do chnh ngi ca Chi nhnh qun l v iu hnh, bn hng trc tip cho khch hng. Nhng nhn vin ca Ca hng u c o to v hun luyn mt cch bi bn, Nhn ch tiu, nhim v v cc iu kin m bo. Qun l vt t hng ha phc v bn hng a dch v, thc hin cc hot ng giao nhn, bn giao tin hng, lp bo co Thc hin bn hng a dch v, thu cc, chm sc khch hng, gii quyt khiu ni ti ca hng v trn a bn theo phn cng nhim v ca ca hng trng. Thc hin cc nhim v khc nh: + nh gi cht lng dch v. + Marketing trc tip, pht t ri, qung co, khuyn mi + Qun l cng tc vin. + H tr i l, im bn. + Thu thp thng tin th trng...

a.2. Kt qu kinh doanh qua knh 1 cp. Knh 1 cp Chi nhnh H Ni


im bn l Ngi tiu dng

Hnh 2.8. S knh 1 cp

Cc im bn ca Chi nhnh xy dng v pht trin Knh Cng tc vin (CTV) c s dng nh l mt chin lc ca c tng cng ty, v mi cng tc vin ng vai tr nh mt v tinh bm xung quanh khch hng mi ni m h sinh sng, h pht trin c nhng khch hng mi th mi cng tc vin u c hng nhng khon hoa hng xng ng. Chi Nhnh hin ti c 710 cng tc vin x phng, 127 cng tc vin tham gia bn hng a dch v (HomePhone, ADSL, PSTN...) cho cc ca hng trc tip v 5162 cng tc vin s dng Sim a Nng ang hot ng. Chi nhnh thng xuyn xy dng cc chng trnh tuyn dng a dng bng nhiu hnh thc v truyn thng n nhiu i tng: hc sinh, sinh vin, trng thn, cn b hu tr, t trng dn ph, cn b hi ph n c s... Hin ti, Chi nhnh tuyn c 157 cng tc vin lng v ang xut p dng theo c ch mi cho cng tc vin lng ti cc huyn ngoi thnh.

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Trng tm vo trin khai su rng knh bn hng xung chi tit thm, xmqua knh cng tc vin. Ch ng pht hin v xut v pht trin cc sn phm, dch v c th ph hp vi cc phn khc th trng nhnh. H Ni l ni tp a dng v dn c sinh sng vi mc tiu dng v hnh vi tiu dng kh khc nhau pht trin cc gi dch v mi s to ra th trng xanh cho Viettel khng b hn ch v m rng th phn. Trit khai thc li th bn hng ca sim a nng qua knh im bn, cng tc vin nhm: + Tng lng thu bao kch hot theo cell trn a bn + Kch thch tng lu lng gi trn a bn nhm tng doanh thu theo lu lng. Xy dng cht ch mi quan h vi im bn: trang b bin hiu, t vn bn hng ti im bn v cc dch v A, P, Home Phone ca Viettel; h tr bn hng qua vic xut c ch thng tch im... Xy dng 30% cc im bn rut (c doanh thu bn hng cao, kt qu pht trin dch v tt) trc tip cp hng v c ch u tin mua hng, ng thi ti pht trin tt c cc dch v A, P, Home Phone. y mnh vic tm kim ph u im bn, cng tc vin ti cc x, huyn vng xu, vng xa (nhm vo cc im vn ho x, cc ca hng tp ho nh m bo ti thiu 5 im bn, cng tc vin / x (vng su, dn c tha...) Pht trin Sim a nng cho cc im bn (B) c bn hng cho Viettel, m bo ht nm 2009 s cung cp cng c bn hng cho 100% im bn ti a bn, hng dn cch s dng v pht huy ti a tin ch ca Sim a Nng nhm cung cp dch v cho khch hng nhanh chng v thun tin nht. Tng cng cng tc bn hng trc tip xung tng im Bn/ cng tc vin ti a bn, m bo 100% im bn/ cng tc vin c hng ca Viettel nhng vn p dng c ch v chnh sch chm sc u i i vi i l trnh gy xung t knh vi i l (khng thuyt phc bn hng cho nhng im bn rut, im bn ang ly hng ca i l). Chia nh a bn, p dng m hnh qun l im bn/cng tc vin ti ca hng tuyn Qun v ca hng tuyn Huyn tng ng vi c th ca tng a bn (100% Nhn vin giao dch ti Ca hng tuyn huyn s tham gia bn hng). Tuy nhin s iu chnh ph hp vi thc t. Phn u pht trin Sim a nng ht nm 2009 l 10.000 (bao gm c im bn v cng tc vin) Kt hp linh hot cc hnh thc bn hng (k gi, lu ng, PR,...) nhm tn dng kh nng bn hng ca tt c cc i tng v nng cao hiu qu bn hng. c bit, trng tm vo cc ca hng kinh doanh Internet t vn chuyn sang s dng dch v ca Viettel.

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Bng 2.12. Kt qu hot ng kinh doanh ca cc im bn v cng tc vin - nm 2008 n v: triu ng. Stt Cc trung tm kinh doanh S l ng Doanh thu A Trung tm kinh doanh 1 - CTV- X, phng, Sinh vin 110 19.162,251 - CTV- Tham gia bn hng. 10 16.351,952 - CTV- S dng Sim a nng. 601 200.596,258 - CTV- Khng s dng Sim a nng. 530 21.665,251 B Trung tm kinh doanh 2 - CTV- X, phng, Sinh vin 230 36.651,251 - CTV- Tham gia bn hng. 29 62.264,158 - CTV- S dng Sim a nng. 500 121.326,147 - CTV- Khng s dng Sim a nng. 342 29.231,123 C Trung tm kinh doanh 3 - CTV- X, phng, Sinh vin 125 21.529,548 - CTV- Tham gia bn hng. 25 21.541,596 - CTV- S dng Sim a nng. 320 100.326,159 - CTV- Khng s dng Sim a nng. 352 60.926,148 D Trung tm kinh doanh 4 - CTV- X, phng, Sinh vin. 240 12.512,261 - CTV- Tham gia bn hng. 19 16.491,514 - CTV- S dng Sim a nng. 98 141.328,142 - CTV- Khng s dng Sim a nng. 240 11.062,123 F Trung tm kinh doanh 5 - CTV- X, phng, Sinh vin . 211 11.056,241 - CTV- Tham gia bn hng. 23 44.421,216 - CTV- S dng Sim a nng. 88 113.235,126 - CTV- Khng s dng Sim a nng. 425 10.147,951 G Trung tm kinh doanh 6 - CTV- X, phng, Sinh vin . 77 4.929,369 - CTV- Tham gia bn hng. 25 9.842,217 - CTV- S dng Sim a nng. 13 59.256,164 - CTV- Khng s dng Sim a nng. 450 14.326,982 H Trung tm kinh doanh 7 - CTV- X, phng, Sinh vin . 29 10.324,147 - CTV- Tham gia bn hng. 15 18.942,364 - CTV- S dng Sim a nng. 356 41.326,158 - CTV- Khng s dng Sim a nng. 516 10.554,143 TNG DOANH THU Ghi ch: CTV- Cng tc vin 1.241.327,960

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a.3. Kt qu kinh doanh qua knh 2 cp. Knh 2 cp Chi nhnh H Ni


i l im bn l Ngi tiu dng

Hnh 2.9. S knh 2 cp

Tng s i l hin c ca Viettel-Chi nhnh H Ni l 139, cc i l h lm vic kh hiu qu. Cc i l ly sn phm t Chi nhnh ri, h tm cch pht trin knh phn phi ca ring h. Nhng h tun th theo nhng g k kt trong hp ng. - Cc ca hng ca i l u c trang tr theo ng kiu mu chung ca ton Cng ty. Bng 2.13. Kt qu hot ng kinh doanh ca cc i l 2008 n v: triu ng. Stt
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Tn cc i l

Doanh thu
23.326,126 32.231,625 35.261,258 68.321,147 29.321 6.326,215 2.326,5214 23.213,258 64.212,021 35.213,142 26.900,100 9.242,214 12.900,154 9.258,156 10.147,159 32.941,000 15.213,123 9.323,147 4.312,140 48.152,268 215,100 12.214,148 15.321,159

CTTNHHPT TM&SX Thnh Long CTCP Vin Thng Vit Linh CTCP Vin Thng Bc Ngn Hng TMCP Qun i Chi Nhnh in Bin Ph CTCP TM Hong Long Chi Nhnh CTTNHH Cng Ngh Di ng FPT CT Cung ng Dch V Thng Long CT TNHH Ph ng Tho CT TNHH TM&DV Thnh Long CTTNHH XNK Minh Hong Cty CP Thi Bnh Dng CT TNHH Trng Tn C.Ty TNHH Lin Kt Vit CTCP Truyn Thng V Gii Php Cng Ngh DLC CTTNHH Thng Mi V Dch V Sao Thanh CTTNHH u T Pht Trin Vinaco CTCP TM Anh Minh CTCP TM K Thut Sng Hng CTTNHH Qung Co Hi Ch Trin Lm TMi Cng ty TNHH TM & DT Minh Pht CTCP u T & PT Vin Thng Gia Pht CTCP Phong Thy Vit Nam CT TNHH Thng Mi Dch V Hi ng

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n tt nghip 2009 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67

49 1.000,210 14.215,210 161.100,144 162.900,120 32.154,200 21.400,100 32.900,201 23.621,012 26.231,215 42.321,012 33.258,056 63.002,232 121.233,213 39.256,147 98.236,600 54.521,630 29.210,100 82.329,215 141.215,159 118.123,149 125.530,210 227.215,412 889.602,126 261.126,213 69.320,154 9.960,620 32.152,320 15.233,329 23.984,159 64.200 652,512 194.800 165,259 152.002 183.210 282.032 110.210 131.036 115.300 215.320 199,258 123,654 66.320 211.320

Cty TNHH Thng Mi v Dch V An Ph H Kinh doanh C th Nguyn Trng An Cng ty Gia Khang Cty TNHH TM Vit Long Cty TNHH Bng n Cty TNHH TM v DV Minh Tuyt Cng ty CP 2S Cty TNHH Thng Mi v u T Hng Quang Cty CPTTM vin thng Sao Vit Cty TNHH Thng mi & dch v Vin thng M Kng Cty TNHH C.ngh DV&TM Lc Trung Cty c phn xut nhp khu v u t H Ni Cty TNHH Pht trin cng ngh cao Huy Hong Cty TNHH NNMTV Bu Chnh Viettel Cty TNHH TMDV Ngc Long Cng ty TNHH Thng mi v cng ngh Hng Gia Cty TNHH ng Cty TNHH TM XD Minh Chu Cty CP TM Thanh Phc Vng Cty TNHH Thanh Tm Cty CP TM Cng ngh Mi Cty TNHH u t XD v DVTM Trng Sn Tng cng ty Ch Vit Nam Cty TNHH Pht trin CNC i Dng Cty TNHH Sn xut v TM An Thnh Cty CP Cng ngh thng tin v Truyn thng Cty CP Vin thng Ph Thi Cty C phn cung ng vt t H Ni Chi nhnh Cng ty Th Gii Di ng Cty TNHH Vin thng Kim Thy Cty TNHH DVTM $ Du lch c Duy Cty TNHH Vin thng Anh Thng Cty TNHH Tn Hi H Cty TNHH cng ngh v truyn thng Bin Xanh Cty CP u t v th ng mi Hng Pht Cty ng dng Cng Ngh Mi. Cty CP Thng mi v DVVT L Thch Cty C Phn in t tin hc VT Vit Nam Cng ty TNHH Thng mi in t i Minh Cty TNHH in T Vin Thng I Cty Truyn thng a Ph ng Tin VN Cng ty Dch v v vin thng Ngn H Cty t vn v th ng mi Vit Bc Cty Hng Qun

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n tt nghip 2009 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103

50 114.320 9.150 3.211,213 322.200 615.300 162.000 192.326 16.320 12.123 21.321 142.000 24.600 63.250 36.641,532 58.400 23.900,654 66.700 132.320 182.021 132.140 114.326 214.590 125.951 61.456,491 15.328,140 19.629,684 26.952,852 62.998,858 142.321,962 62.123,852 36.963 25.147 23.653,521 32.199 14.325 65.955

Cty CP T PT&TM Tn Vinh CTY Tng Lai Vit Cty C Phn u t v PT Quc T VN Cty CP Tryn Thng Bu Tri Cng Ty C Phn u T V XNK Vn Xun Cng Ty TNHH in My Vin Thng Thnh Nam Cng Ty TNHH in T Vin Thng Tin Thnh Cng ty C Phn Vn Ti v Dch V PETROLIMEX H Ty Cng ty TNHH th ng mi v xy dng Vit Thng H kinh doanh c th Trn Th Ca Cty TNHH th ng mi v xy dng Thin An Cty CP Vin Thng Vit Thnh Cty TNHH in T Thng Long Cng ty truyn thng v qun l i i H Cng Ty TNHH Gii Php Th Trng VMS H kinh doanh c th D Th Ti Cty TNHH Vin Thng G-L.I.N.K Cty TNHH u t kinh doanh An Bnh H kinh doanh c th Nguyn Th Huyn Cty TNHH th ng mi tng hp Vit Trung Cng ty TNHH mt thnh vin th ng mi v dch v c Minh Cty C Phn Kinh Doanh Vt T V Xy Dng Cty TNHH Sn Xut Thng Mi Dch V G7 Cng TY TNHH Thng Mi v Pht Trin Cng Ngh Thin H Cty CPCN Vin Thng Chng St Cty TNHH Thng Mi Dch V Vin Thng Vit Tin H kinh doanh c th B Bn Cty TNHH TM - DV Vin thng Quc t Cty CP in t - Vin thng Ho Dung H kinh doanh c th L Vn Dng Cty TNHH TXD v Du lch Hng Vng HKD C th Trnh Vn Hin CtyTNHH Thng mi D ng Th HKD C th Phc Hi Cty TNHH TM DV Qung Pht HKD C th Nguyn Cng Phng

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n tt nghip 2009 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139

51 21.846 91.147 18.326,142 22.521 56.198 213.582 6.584,154 21.986,152 111.851 132.152 39.148 19.198 23.210 18.320 12.521 122.210 152,123 111.320 121.219 21.852,126 19.984,156 85.152 75.854 211.961 219.963 89.189,254 116.158 69.120 25.210 154,123 156 320 21.169 251,695 2.651,569 842,326

HKD c th Nguyn Thnh Trung HKD c th Thy Ngn Cty TNHH Thng Mi Cng Ngh Vin Thng VNINFO H Kinh Doanh C Th Nguyn Th Thm CH in thoi, in t, in lnh Thu Khnh Cng ty TNHH Nguyn Giang Cty CP XNK Bc Ninh Cty DV TM Ton Vit HKD C th Khc Lung HKD C th Nguyn Th Duyn H kinh doanh c th Vn t H kinh doanh c th Nguyn Ngc Anh H kinh doanh c th Nguyn Th Hi H KD c th Nguyn Hu Lm HKD C th Nguyn nh Hong Cty TNHH Vn Phng Cty TNHH Ph Minh Cty TNHH c Th Cty TNHH L Huyn Cty C phn TM i Vit Cty c phn TM v XNK Yn Phong CH in thoi, in t, in lnh Thu Khnh Cng ty TNHH Nguyn Giang Cty CP XNK Bc Thi Cty DV TM Ton Vit DNTN t Pht DNTN Anh Hoa Ca hng Thi Duyn CH in thoi Nguyn Hu DNTN Tin M Cty i Pht DNTN Ton Cu CTY TNHH Hng Giang Ca hng Nhun Pht DNTN Tin Th CH in thoi, in t, in lnh Thu Khnh

Tng doanh thu Ch thch: - CTY: Cng ty. - DNTN: Doanh nghip t nhn. - HKD: H kinh doanh. - CTY CP: Cng ty c phn.

824.877,670

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2.2.5. Nhng xung t tn ti trong h thng knh phn phi ca Chi nhnh. Nhng xung t xy ra khi cc thnh vin trong knh, khng tm c ting ni chung, khi m hnh vi ca cc i l khc nh hng n li ch ca h, h cng cnh tranh nhau pht trin. Sau y l nhng nguyn nhn gy ra cc xung t trong knh. - S khng thch hp v vai tr: Mi thnh vin trong knh u c nhng vai tr nht nh. Xung t xy ra gia cc knh trc tip v gin tip, khi m cc ca hng do chnh Viettel - Chi nhnh H Ni to lp v iu hnh li st cc i l ca Chi nhnh, nn khch hng li dn sang ca hng ca Chi nhnh nhiu hn, lm nh hng n thu nhp ca cc i l. - S khan him v ngun lc: S khc nhau v ngun lc cng lm nh hng n cc knh phn phi. V ngun lc con ngi th nhn vin ca Viettel th c o to bi bn v cht lng phc v khch hng cn nhn vin ca cc i l c s hn ch v o to cc k nng phc v khch hng. V trang thit b my mc, nh ca cng c s khc bit. - S khc nhau v nhn thc: Cc ca hng ca Viettel Chi nhnh H Ni u c s dng nhng knh qung co, qung b nhiu hn so vi cc knh ca i l. - S khng ng v phm vi ra cc quyt nh: Cc quyt nh ca cc i l u phi xin php Viettel Chi nhnh H Ni trc khi lm, k c v mt trang tr ca hng, ln n hnh thc phc v. Nu vi phm li b pht theo ng hp ng k vi Viettel Chi nhnh H Ni. Nhng xung t xy ra trong knh phn phi, phn no nh hng n mc tiu chung ca c Chi nhnh H Ni, nhng c th to ra nhng kch thch khc trong knh, li l mt c li bn thn cc i l, cc im bn phi c gng nhiu hn na bn c nhiu hng, v cung cp cho khch hng nhng dch v tt nht c c lng tin ca khch hng. 2.3. QUN TR HOT NG KNH PHN PHI HIN TI. 2.3.1. T chc hot ng ca cc thnh vin. - n cui nm 2008 Chi nhnh thit lp c mng lt knh phn phi kh rng vi 41 Ca hng, pht trin thm 2 siu th v 139 i l v 3.051 im bn. Sn sng cung cp sn phm, dch v cho khch hng m bo bn knh phc v 35 km/1 im giao dch. Khch hng c th bt k ni no trn ton a bn H Ni. - Phng php bm st khch hng v ly khch hng lm trung tm phc v l phng chm ca Tng cng ty vin thng Qun i. Do phc v khch hng mt cch nhanh chng v chuyn nghip Viettel to dng v o to c 5162 Cng Tc Vin s dng Sim a nng ang hot ng.

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Chi nhnh thng xuyn xy dng cc chng trnh tuyn dng a dng bng nhiu hnh thc v truyn thng n nhiu i tng: hc sinh, sinh vin, trng thn, cn b hu tr, t trng dn ph, cn b hi ph n c s... Hin ti, Chi nhnh tuyn c 157 cng tc vin (CTV) lng v ang xut p dng theo c ch mi cho cng tc vin lng ti cc huyn ngoi thnh. - Cc cng tc vin va l nhng ht nhn pht trin doanh thu cho Viettel Chi nhnh H Ni, h va l nhng khch hng trung thnh. - Trng tm vo trin khai su rng knh bn hng xung chi tit thm, xmqua knh cng tc vin. - Cc cng tc vin c s qun l trc tip ca cc nhn vin ca hng trc tip thuc vng . - Phng bn hng Viettel-Chi nhnh H Ni trc tip qun l cc ca hng trc tip v cc cng tc vin . - Ch ng pht hin v xut v pht trin cc sn phm, dch v c th ph hp vi cc phn khc th trng nhnh. H ni l ni tp a dng v dn c sinh sng vi mc tiu dng v hnh vi tiu dng kh khc nhau pht trin cc gi dch v mi s to ra th trng xanh cho Viettel khng b hn ch v m rng th phn. 2.3.2. Ph trch knh bn hng. Ph trch cc knh phn phi ca Viettel - Chi nhnh H Ni trc thuc phng bn hng ca Chi nhnh H Ni, v do trc tip mt ph gim c bn hng lnh o. - Thc hin v hng dn cc u mi tm kim d n u t pht trin kinh doanh. - H tr trin khai bn hng trc tip trn a bn Chi nhnh. - Lp k hoch, h tr, hng dn, theo di Ca hng, i l, im bn. - Tng hp thng tin th trng qua h thng i l, im bn. - H tr thng tin cho cc ca hng trc tip v cc i l trn a bn. - Phi hp vi cc phng ban khc trin khai k hoch pht trin sn phm, cc dch v mi khc v nng cao dch v chm sc khch hng. 2.4. NHNG KT QU T C V TN TI CA KNH PHN PHI. 2.4.1. Kt qu t c ca knh phn phi. - Nh nhng chin lc ng n ca Tng cng ty Viettel v t chc cc knh phn phi dy c, cho nn th trng tiu th sn phm ca Viettel ngy cng m rng, - Trong nm 2008 Viettel dn u v th phn mng vin thng di ng ti Vit Nam. - Do Chi nhnh thc hin kh tt cng tc tiu th. Chi nhnh thit lp mt h thng knh phn phi ph khp trn ton a bn Thnh ph H Ni.

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Chin lc ca Tng cng ty Viettel cn mun ph sng ton b cc X, Phng trong c nc u c in thoi c nh khng dy, bng cc hnh thc pht min ph in thoi Homephone cho khch hng. - Trong nm 2008 Viettel ot gii mng in thoi di ng tt v nhiu nht Vit Nam. - Thit lp c cc knh phn phi vi khch hng gn gi hn l cc cng tc vin. Cng tc vin l nhng sinh vin, thanh nin, cn b hu tr, hay cn b x phngtham gia vo hot ng pht trin khch hng gn gi ca mnh, bn hng v hng hoa hng. Mc tiu 100% s X, phng c 2 - 4 cng tc vin, v mi cng tc vin s pht trin c mt thu bao / ngy. - Ngy cng c nhiu cng ty v cc i l mun tham gia lm i l cho Chi nhnh Viettel- H Ni v tham gia vo i gia nh Viettel. - Trong nm 2008 Viettel thc hin chng trnh a Internet gio dc v trng, mc tiu 100% s trng c s dng Internet Viettel cho n ht nm 2009. - S tr gip t chi nhnh H Ni cho ti cc Ca hng trc tip hay cc i l u c p ng mt cch tt nht v thng tin lin lc v gii quyt cc thc mc. - Tnh n cui nm 2008, Tng s i l ang hot ng l 139 i l, s i l tin hnh thanh l l 15 i l (nguyn nhn :i l c nng lc yu km, i l khng cn nguyn vng pht trin dch v cho Viettel). - Tng s im bn ang bn hng ca Viettel l 3.051 im bn (trong c 2.661 im bn c Sim a nng v ang hot ng). Chi nhnh lun duy tr t l ch tiu Sim a nng hot ng hng thng 80-90%/thng, t l Sim a nng bn hng l 85-90%/thng. - Chi nhnh H Ni pht trin mt i ng nhn lc tr trung v tr tu thng qua cc cng tc vin, h l nhng on vin thanh nin, Sinh vin, cc cn b hu trnhng cng tc vin ny l nhng ngi gn gi vi nhng ngi tiu dng cui cng v nm bt c nhng nhu cu ca khch hng, v tip cn vi khch hng gn nht. Tnh n cui nm 2008 Chi nhnh H Ni c 710 Cng tc vin X phng, 127 cng tc vin tham gia bn hng, v 5162 cng tc vin c s dng sim a nng, ang hot ng, h c mt khp cc ca hng, im bn l trn ton a bn thnh ph H Ni. 2.4.2. Nhng tn ti ca knh phn phi. - Cc knh phn phi cn tp trung ch yu cc th ln. - Hai trung tm mi st nhp H Ty c v H Ni nn a bn cn kh phn tn. - Mt s i l cn lm vic kh th ng. - Cng tc nh gi cc i l cn cha ton din: Hng thng cc i l bo co vi Chi nhnh nhng hot ng kinh doanh trong thng v doanh thu t c trong thng. Mt s i l thu c mt lng doanh thu rt nh do h khng nng ng trong pht trin th trng ca mnh, tm c nhng i tng khch hng ph

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hp vi h, nhng m h u c Chi nhnh cung cp nhng bin hiu v cc trang thit b my tnh ni mng. Nu h lm vic khng hiu qu th l mt s lng ph. Hng thng Chi nhnh u c k hoch kim tra nu nhng i l no hot ng khng hiu qu doanh thu hng thng qu thp trong nhiu thng lin tip s b thanh l. Kh khn trong phi hp cc hot ng: Xy ra chiu ngang ca knh phn phi, cc trung gian thng mi cng mt cp, do tnh cht c lp vi nhau, nn kh c th thc hin cc chnh sch qung co hay khuyn mi ca Chi nhnh H Ni ti tay khch hng hoc thm ch cn nh gi khc nhau cnh tranh nhau trong cng a bn. Dn n c th nh hng n hnh nh ca Viettel trong tm ch khch hng. Kh thch ng vi mt th tr ng bin ng: Trong s pht trin nh v bo ca th trng vin thng, cc i th cnh tranh ngy cng nhiu, c phn mnh c v ti chnh v cht lng sn phm, cc trung gian thng mi li cnh tranh vi nhau v thc hin cc chnh sch thng mi tri ngc vi nhng mong mun v chnh sch ca Viettel Chi nhnh H Ni, dn n mt s i l c nng lc yu km, v khng cn mong mun pht trin sn phm cho Viettel. Kh tng cng v th cnh tranh: Khi m cc trung gian thng mi trong cng mt cp knh, c cnh tranh vi nhau trong vic bn hng trn cng mt th trng, xung t c th tr nn gay gt. Rt may m nhng kh khn trn ch rt nh nn khng nh hng nhiu n hnh nh v thng hiu Viettel. Mt s vng lng ngh kinh t pht trin m ca hng Viettel li qu xa, nn khng tin cho giao dch, nn b l mt s lng ln khch hng. Mt s ca hng trc tip ca Viettel Chi nhnh H Ni n giai on phi ci to v lm mi li, cng vic kinh doanh t hiu qu hn. Cng tc pht trin mt s cng tc vin cc vng ngoi thnh cn cha mnh cn phi quan tm hn na thu ht c lc lng lm cng tc vin cho cng ty. T l chit khu hin gi l nh nhau i vi cc mnh gi th iu ny lm chp vic pht trin cho cc loi th c mnh gi cao. Cn c chnh sch mnh gi khc thay i lm tng kh nng thu ht mua cc th mnh gi cao ln hn. Hot ng marketing ca Viettel - Chi nhnh H Ni cn ph thuc nhiu vo tng cng ty, t c nhiu sng to mi. Hnh nh bin hiu ca mt s i l v ca hng cn cha bt mt khch hng, trang tr cn xu gy nh hng n thng hiu chung ca Viettel. mt s ca hng trc tip ca Viettel (v d nh An Dng) cn thiu ch xe cho khch gy nh hng n khch n giao dch.

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2.5. KT LUN CH NG HAI. - Nm 1995 Viettel-Chi nhnh H Ni hnh thnh trn c s st nhp 5 chi nhnh vin thng c lp trn a bn thnh ph H Ni thnh lp 5 trung tm kinh doanh, nhm mc tiu bn st th trng kinh doanh v m bo thng nht v hnh nh, c ch kinh doanh trn ton a bn H Ni. - 15/08/2008 Chi nhnh H Ty c 2 trung tm kinh doanh chnh thc st nhp v H Ni. Hin nay Chi nhnh H Ni c 7 trung tm kinh doanh, hot ng kinh doanh cc dch v vin thng trn ton a bn H Ni. - Hin nay Chi nhnh H Ni c 5 phng: Phng tng hp, phng ti chnh, phng kinh doanh, phng bn hng, phng chm sc khch hng. - Tng s lng lao ng ca Chi nhnh l 527 ngi, s lao ng n 213 ngi chim 40,4% trong tng s lao ng. Trong tng s lao ng c qua o to l 400 ngi chim 76%, s cng nhn k thut c 1127 ngi chim 24%. C cu tui kh tr c 56,7% l tui di 30 tui. - Hot ng kinh doanh trong nm 2008 kh thnh cng c 3.067.772 triu ng chim 188% so vi nm 2007, pht trin v mi mt cc dch v vin thng nhng ni tri nht l dch v in thoi di ng c 2.723.540 triu ng chim 192% so vi nm 2007, sau phi k n dch v Internet c 114.608 triu ng chim 165% so vi nm 2007. Do c chin lc ng n ca tng cng ty vin thng Qun i v s hot ng thng minh sng to ca i ng cn b Viettel Chi nhnh H Ni, nn s lng thu bao v s lng khch hng ngy mt tng. - Cc knh phn phi hin ti ca Chi nhnh bao gm knh 0 cp, knh 1 cp, knh 2 cp. Cc knh phn phi bn st th trng thnh ph H Ni ph v c nhng khch hng nh l n nhng doanh nghip, vi i ng nhn vin c o to bi bn nng ng nhit tnh cng tc phc v, chm sc khch hng c nh gi ca cc khch hng l tt.

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CH NG3
XUT MT S GII PHP NHM HON THIN QUN TR KNH PHN PHI CC DCH V VIN THNG CA VIETTEL CHI NHNH H NI
3.1.PHNG H NG V MC TIU PHT TRIN CA VIETTEL 3.1.1. Phng hng. - Nng cao cht lng v hiu qu vai tr tham mu, nng lc t chc thc hin qun l nh nc v thng tin v truyn thng; - T chc tt cc hot ng truyn thng nhm tuyn truyn, gio dc, qung b su rng thng tin v kinh k x hi hng ti K nim 1000 nm Thng Long H Ni; - Tham mu, u t, t chc thc hin tng bc m bo cht lng hiu qu ng dng cng ngh thng tin trong cc c quan nh nc, phc v ci cch hnh chnh cng khai, dn ch, minh bch v thun tin; - Trin khai cc gii php nhm thc y ng dng cng ngh thng tin trong cc doanh nghip phc v hi nhp v pht trin. - Trin khai chng trnh cng nghip, pht trin cng ngh thng tin n nm 2010 v nh hng n nm 2015. 3.1.2. Mc tiu. 1. 100% cn b ngnh thng tin - truyn thng c bi dng kin thc v qun l nh nc ca Ngnh; 70% cn b ch cht, cc t chc kinh t, x hi hot ng trong lnh vc thng tin truyn thng c qun trit cc ch trng chnh sch php lut ca Nh n c v thng tin v truyn thng. 2. 100% cc c quan bo ch H Ni, trung ng v bo ch cc a phng trn a bn Thnh ph c cung cp thng tin v tnh hnh kinh t x hi ca th . C chuyn trang chuyn mc tuyn truyn hng ti k nim 1000 nm Thng Long - H Ni. 3. ng dng cng ngh thng tin (CNTT) nng cao nng lc qun l iu hnh ca cc c quan nh nc: - 90% cc S ngnh, 70% UBND Qun huyn, mt trn t quc Thnh ph thc hin ng dng cng ngh thng tin qun l vn bn v iu hnh trn mi trng mng ni b (mng LAN). - Gp phn thm nh trin khai m bo cc iu kin v h tng k thut cho vic kt ni mng din rng (mng WAN) ca thnh ph H Ni v trin khai giai on mt c s h tng cho giao ban trc tuyn ca Thnh u v UBND Thnh ph.

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100% cc S, ban, ngnh, qun, huyn c trang thng tin in t vi y cc thng tin theo quy nh ti iu 28 ca Lut Cng ngh thng tin; 50% dch v hnh chnh cng cung cp trn cng giao tip in t H Ni t mc 2; Ti thiu 20 dch v hnh chnh cng t mc 3. - Th nghim trin khai ch k s ti s Thng tin - Truyn thng 4. Tng cng cng tc qun l Nh nc i vi cc doanh nghip Bu chnh Vin thng v cng ngh thng tin. 3.2. NH H NG HON THIN V QUN TR KNH PHN PHI. Tip cn theo cc nh hng sau, xy dng mt chnh sch dnh ring, u i hn so vi cc chng trnh hin hnh v c tnh cht lu di: Dch v 098: - Cc cng ty c h thng phn phi rng, c lng nhn vin dn tri (taxi, cng ty phn phi, bo him, v d :Tp on Ph Thi, Taxi Mai Linh. - Cng ty cn iu hnh qua h thng thng tin, pht trc tuyn nhng nhu cu ca khch hng pht sinh (Burn SMS mt chiu hoc hai chiu) v kim sot thng qua h thng nh v, xc nh khong cch ti u phc v khch hng. V d: Transerco, Cng ty vn ti ng di Logistic., Cng ty bo hnh - Tip cn cc n v, chnh quyn a ph ng ti qun, huyn, x, phng. - Pht trin thm s lng khch hng dng in thoi di ng. - M thm cc dch v gi tr gia tng mi, ng dng cc tin ch s dng trong in thoi di ng. - Nng cao cht lng cuc gi bng cch tng cng u t pht trin c s h tng. - Nng cao cht lng chm sc khch hng. Dch v ADSL: - H thng kt ni v qun l ATM ca cc ngn hng. - H thng qun l d liu a im v kim sot d liu, kt hp VPN v Internet. - M rng mng Internet dnh ring cho gio dc v k tc x cc trng i hc. - Hc vin hc ti cc trng o to v cng ngh thng tin. - Khch hng d n ca cc Cng ty my tnh. - Tng cng cc khuyn mi, thu ht thm nhiu khch hng s dng mng Internet ca Viettel. Dch v PSTN: - Cc cng ty ln c nhu cu nhiu line nhng khng mun u t h thng tng i ni b v mun kim sot c cc ca tng my hay cc dch v IP Centrex. - Pht trin trn cc d n, ta nh mi, khng nht thit phi c quy m ln m chi cn t 15 20 line tr ln. - Pht trin c cc doanh nghip va v nh.

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3.3. BIN PHP TH NHT. THIT LP MT S CA HNG TRC TIP NHNG VNG NGOI THNH V NNG THN TIM NNG. 3.3.1. L do thc hin bin php. Do cc knh phn phi ch tp trung cc cc th ln v ni thnh, nn cc vng ngoi thnh v min qu c s lng ca hng giao dch rt tha tht gy kh khn cho vic pht trin thng hiu v hiu qu kinh doanh. Trong nhng nm qua rt nhiu cng ty vin thng ginh git th phn ln nhau trong vng ni thnh v cc vng ln cn bng nhng chin lc khc nhau tranh ginh khch hng. chim th phn cao hn i th cnh tranh. M t quan tm n cc vng th trng ngoi thnh v nng thn. Em nhn thy iu qu l mt thiu st v l vng th trng tim nng cho cc hng vin thng . Hin nay bn knh cc vng ngoi thnh v nng thn m Viettel p dng cho vic hnh thnh cc ca hng trc tip t 2,5km n 3km. Em ngh vi Chi nhnh nn xem xt tnh hnh mi, i vi mt s vng ngoi thnh c s pht trin cao nn rt bn knh phc v ca cc ca hng trc tip xung cn 1km n 2km. Nn vic hnh thnh mt s ca hng trc tip v thit lp mt s i l vng ngoi thnh v nng thn l mt chin lc trin vng. V trong mt s nm gn y cc vng ngoi thnh v nng thn cng pht trin nhanh theo pht trin ca kinh t th trng, c nhiu khu lng ngh truyn thng nh ngh lm bnh trng lng Trang Khc, Duyn H, ngh lm bnh cun thanh tr lng Thanh tr, ngh sn mi lng H Thi.v mt s vng du lch truyn thng nh Cha Hng, Khoang Xanh, Thin Sn - Sui Ng cng pht trin mnh. Lm cho i sng dn c v thu nhp ca ngi dn ln cao, do pht sinh nhiu nhu cn lin lc nhiu. Mc tiu vic thc hin bin php m rng mt s ca hng trc tip: Mc tiu nhm m rng th trng ca mnh v cc vng ngoi thnh v nng thn, chim lnh mt s lng khch hng tim nng ln, c kh nng s dng a dch v vin thng. V y mnh hiu qu hot ng ca cc knh phn phi trc tip v gin tip ca Cng ty v Chi nhnh, thc y vic bn hng hiu qu. Nng cao hiu qu bn hng v thng hiu ca Viettel trn a bn. 3.3.2. Trin khai bin php. 3.3.2.1. Mc ch: - To kh nng bao ph rng cc knh phn phi ti tay ngi tiu dng. - Kim sot li kh nng bao ph ca cc knh phn phi ca Chi nhnh H Ni - Nng cao kh nng phc v khch hng nhng vng cn thiu s c mt ca cc ca hng ca Viettel. - M rng th trng cc dch v vin thng ca Viettel. - To iu kin cho cc nhn vin c kh nng th thch vi th trng mi.

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3.3.2.2. Phm vi p dng: - Rt ngn bn knh bao ph ca cc ca hng trc tip t 3 km xung 1 km n 2 km. - p dng cho vng ngoi thnh v nng thn ca H Ni. 3.3.2.3. Cc thc thc hin. 1. Thit lp phng n: - Nghin cu cc lng ngh, cc lng sn xut v dch v tim nng v cc khu cng nghip va v nh ang hot ng, cc khu du lch nh Khoang Xanh, Sut Tin, Thin Sn- Sut Ng, Cha Hng thuc H Ty c v ang nm trong d n. - Thng bo m i l ti cc vng nm trong k hoch, mi cc h kinh doanh c th v cc cng ty khc - Nn d tr phng n thu cc ca hng trc tip. 2. Xc nh cc phng n kh thi. - Nghin cu phng n tp trung cc ni lng ngh, sn xut v dch v, cc khu ngoi thnh v nng thn c thu nhp cao, cc khu du lch sinh thi, thm quan du lch, nn v tng cng kh nng chm sc khch hng bng cch thit lp cc ca hng trc tip v m cc i l phi hp hot ng. - Thu cc ca hng trc tip cc ni ngoi thnh v nng thn khong t 2 triu n 5 triu ng. - Cc a ch cn quan tm thu cc ca hng trc tip hoc m cc i l thuc Chi nhnh nh lng Tranh khc sn xut bnh trng bnh dy, lng H Thi, lng Thanh Tr, lng Triu KhcCc khu du lch sinh thi thm quan du lch nh hi Cha Hng, khu du lch Khoang Xanh-sui Tin, Thin Sn-Sut Ng Thuc H Ty c. 3. Cc bc thc hin. - Bc 1. Xc nh v tr thu nh lm ca hng ti lng Tranh Khc, X Duyn H, huyn Thanh Tr, H Ni. Theo mt s cc tiu chun ra. Ca hng trc tip phi nm v tr p, thun tin cho vic bn hng, giao dch hoc trn trc ng chnh. Ca hng huyn, lng x mt tin >=4m, din tch >=30m2. m bo c ly phc v bn knh 1,5km trong khu vc ng dn c. Cung cp dch v vin thng khc, bn thit b u cui. y cc giy t s dng nh. - Bc 2. Tin hnh m phn vi ch nh, v tin thu nh, hnh thc thanh ton, thi gian thanh ton tin nh. Thi gian s dng nh. Mc gi thu nh 3 triu n 5 triu ng/thng. Thi gian thu nh t nht 3 nm. Vi iu kin sau khi Viettel thu nh th nh do Viettel ty s l. Thu nh ca ng Nguyn Vn A. Nh 2 tng, mt ng 4m, din tch c 2 tng 60m2.

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Khu nh l ni tp chung dn c, nhiu phng tin i li. Gi thu nh l 5 triu ng/thng. Bc 3. Lp h s thu nh, theo ng cc iu khon ca php lut, ca lut kinh doanh v lut dn s. c nh km trong ph lc km theo. Bc 4. Tin hnh nhn nh v ci to tranh tr theo ng yu cu ca Cng ty Viettel. Ci to li nh thu theo ng yu cu v trang tr ca Viettel Tellecom. Tng kinh ph sa cha, thit k Ca hng l 8.000.000 ng (tm triu ng chn) Thi cng ci to ca hng theo thit k mi. (Bng 3.1) Bng 3.1. Thit k thi cng tu sa li Ca hng lng Tranh Khc
TT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 NI DUNG CNG VIC Trt tng trong, dy 1,5 cm, va Xi Mng mc 75 Lt nn, sn WC bng gch men chng trn 250x250 Tay nm Inox Lp t chu ra 1 vi Lp t vi ra 1 vi, xi phng. Lp t vi ra v sinh, vi xt Lp t gng soi Lp t gi treo Lp t n ng di 1,2m, loi hp n 1 bng. Lp t n c chao chp- n st trn c chp, n lp WC Lp t n pha Metal bin mt tin. Lp t cc thit b ng ngt, lp cm loi Sino T in tng 25x30x10 Lp t aptomat loi 1 pha, cng dng in <=100A Lp t aptomat loi 1 pha, cng dng in <=50A Ko ri cc loi dy dn, lp t dy dn 2 rut 2x1,5mm2 Lp t ng nha t chm bo h dy dn, ng knh <=15mm V sinh t ng c trc khi sn Sn dm, trn, tng trong nh, 1 nc lt, 2 n c ph. Bin hiu ngoi mt tin N V m2 m2 ci B B ci ci ci B B B ci ci ci ci m m m2 m2 m2 KHI LNG 120 7,4 3 1 1 1 1 1 8 3 4 6 1 1 3. 100 100 60 120 5

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3.3.2.4. Ngun kinh ph c trch t phn xy dng c bn ca Chi nhnh H Ni. - Lp d ton bo co chi tit cc khon mc, cc pht sinh trong qu trnh thit k v xy dng cho Gim c. - Np vn bn thuyt minh d ton. - Np cc bn v lin quan (nu c) 3.3.3. Ph trch thc hin . - Trng phng bn hng chu trch nhim i kho st, m phn thu nh. - Nhn vin phng bn hng chu trch nhim gim st v hon thin ca hng. - Nhn vin ph trch ca hng: Gm 5 ngi. Trong ; trng ca hng (1 ngi); K ton (1 ngi); Nhn vin giao dch (2 ngi). - Nhn vin ph trch ca hng c th l nhn vin th vic, sau khi tuyn dng v c o to cc k nng. coi y cng l mt th thch i vi nhn vin mi vo lm. - Thi gian lm vic 8h/ngy. Sng t 8h n 17h30. Tun lm 6 bui. 3.3.4. Hiu qu ca bin php th nht. - Pht trin su v rng knh bn hng ca Viettel-Chi nhnh H Ni, gip bao ph th trng tt hn. - Nng cao nng lc phc v khch hng nhng ni ngoi thnh v nng thn. - Phi hp tt vi phng bn hng v phng kinh doanh nghin cu th trng. - Phi hp cng cc b phn khc thc hin hiu qu vic bn hng. - Chi ph cho ngi lao ng (k hiu l X): 15.500.000 Lng trng ca hng (1 ngi): 5.500.000 Lng k ton ca hng (1 ngi): 4.000.000 Lng nhn vin giao dch (2 ngi): 3.000.000/ngi x 2ngi=6.000.000. - Chi ph phc v qun l (k hiu l Y).: 55.500.000 Chi ph mua cng c, dng c: 42.000.000 Mua my tnh : 7.000.000 x 4 my =28.000.000. Mua bn di: 1.500.000 x 4 ci = 6.000.000 Mua t k: 2.000.000 x 2 ci = 4.000.000 . Mua t nc lc: 1.500.00 x 1 t = 1.500.000 Mua t knh by hng: 2.500.000 x 1 t = 2.500.000. Chi ph sa cha nh : 8.000.000 Chi ph thu ca hng: 5.000.000 Chi ph mua vn phng phm: 500.000 - Chi ph marketing (k hiu l Z ): 3.700.000. Chi ph trang tr ca hng, vn phng: 2.000.000 Ch ph hot ng qung co, t ri, p phch, banner: 1.700.000

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Tng chi ph cho thng u tin = X +Y+Z = 74.200.000. D ton doanh thu: Bn knh phc v lng Tranh Khc:1,5km Lng Tranh Khc : C 1815 h gia nh; s dn: 10.890 ngi. T l tui t 15 60 tui chim 75% dn s. Thu nhp bnh qun u ngi: 2.500.000/ngi/thng. Nu trong 1.815 h gia nh c 1210 h gia nh s dng Homephone chim khong 2/3 s h. Mi thng s dng ht 50.000 /h. Th 1.210 x 50.000 = 60.500.000 (k hiu l A) Nu trong 10.890 ngi c 3.630 ngi c in thoi di ng v dng ca Viettel chim 1/3 s ngi. Mi thng s dng ht 75.000/thng. Th 3.630 x 75.000 = 272.250.000 .(k hiu l B) Nu trong 1815 h gia nh c 500 h gia nh c s dng mng Internet ca Viettel. Mi thng s dng ht 50.000/h. Th 500 x 50.000 = 25.000.000.( k hiu l C) Tng doanh thu = A + B + C = 60.500.000 + 272.250.000 + 25.000.000 = 357.750.000 Li nhun ca Viettel-CNHNI = Tng doanh thu Tng chi ph = = 357.750.000 - 74.200.000 = 283.550.000 . - Do nn thit lp mt s ca hng trc tip mt s vng ngoi thnh v nng thn tim nng 3.4. BIN PHP TH HAI. THIT LP MNG L I CNG TC VIN BN HNG TRC TIP CC VNG NGOI THNH V NNG THN. 3.4.1. L do thc hin bin php. Khi m ca hng trc tip c thnh lp cc vng ngoi thnh v nng thn th i hi mt s lng ln nhn vin tham gia lm vic v hot ng thm nhp th trng ca khch hng. iu lm cho Viettel v Viettel - chi nhnh H Ni rt lo lng xem nn gii quyt bi ton nh th no cho hp l. V khi c ngi xut thit lp cc i cng tc vin hot ng nh nhng v tinh phc v cc khch hng nh l l mt phng php hiu qu, v c s hng ng nhit tnh ca ban lnh o cng ty. Mt khc khi s dng i ng cng tc vin, h hot ng nng n nhit tnh li c trnh , chi ph li r, hot ng bao ph tt, v rt nhiu nhng li ch khc na Mc tiu ca vic pht trin knh cng tc vin. - Gip cc ca hng trc tip bn sn phm cho cc khch hng nh l. - Ch ng tm kim khch hng nh l thuc cc i tng l h gia nh v cc cng ty trong khu vc.

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L knh truyn thng sn phm cc dch v vin thng ti cc i tng khch hng nh l. - Gim chi ph bn hng. - Chm sc khch hng nh l. - Tng hiu qu pht trin mng li bao ph th trng. - To iu kin cho cc bn tr v nng ng c c hi c th sc v lm vic trong mt mi trng nng ng v chuyn nghip. V c nhiu c hi c tr thnh nhn vin chnh thc ca Viettel sau mt thi gian lm cng tc vin cho Viettel. - Mc tiu mi ta nh cao tng hay khu chung c cao tng c t 1 n 3 cng tc vin. 3.4.2. Cch thc thc hin bin php. xy dng c mng li Cng tc vin cng nh qun l mng li ny l mt iu khng d dng. Ngoi nhng u im c trnh by trn th cn mt s nhng nhc im khc cn phi gii quyt sau. - Cng tc vin thng l i tng lm vic bn thi gian nn rt kh qun l v duy tr. - Cng tc vin cc vng ngoi thnh v nng thn l nhng ngi c trnh khng ng u , ngi th c trnh cao, ngi th c trnh thp. H khng c qua o to bi bn. H khng ng u nn c phn no nh hng n hnh nh sn phm ca Viettel i vi ngi tiu dng. - Cht lng hot ng khng ng u. - Khng thc s tp chung vo lm vic do h c nhiu cng vic khc. - Tn km chi ph o to v qun l do c th phi thay th lin tc. - Cc cng tc vin c th di b lm vic bt c lc no gy kh khn trong qun l v phn vng hot ng. - Tuyn dng nhiu nhng cng tc vin cc khu th mi m, v u tin nhng cng tc vin no sng trc tip trn nhng ta nh cao. - Mi cc cn b hu tr, cn b phng, cc b hi ph n lm cc cng tc vin, v c cc ch u i c bit nh l tr cp tin hng thng. Nu doanh s tng cao. i ng cng tc vin tr thnh mt trong nhng knh bn hng quan trng trong knh phn phi ca Viettel cng nh ca Chi nhnh H Ni. - Phn b cc ch tiu tuyn dng cc Cng tc vin v cho cc ca hng trc tip ca Viettel chi nhnh H Ni. - Mi ca hng trc tip c ch tiu tuyn dng t 4 n 6 cng tc vin hng thng cho Viettel Chi nhnh H Ni. - m bo cht lng ca mi Cng tc vin

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Phn vng hot ng cho mi cng tc vin. Phn cng qun l cc i cng tc vin cho cc nhn vin ca hng trc tip. Ln k hoch o to hun luyn cc nghip v bn hng v k nng giao tip cho mi cng tc vin trong thng. 3.4.3. Th lao ca Cng tc vin. 1. Th lao ca cng tc vin c tnh ton da trn c s hiu qu thc hin cng vic theo hp ng. Phn trm bn hng pht trin thu bao di ng tr sau, tr trc. Phn trm bn hng pht trin thu bao Homephone. Phn trm bn hng pht trin Thu bao PSTN. Phn trm bn hng pht trin thu bao ADSL. Phn trm bn th co v bn thit b u cui. Mc th lao ph thuc vo chnh sch Viettel Tellecom cho cng tc vin ti thi im m Cng tc vin ly hng.

2. Viettel- Chi nhnh H Ni s thanh ton tin th lao cho cc Cng tc vin sau khi cc cng tc vin thanh ton tin mua hng. 3. Hnh thc thanh ton: Bng tin mt hoc thng qua h thng thanh ton EVoucher. Hoc n ti cc trung tm kinh doanh thanh ton trc tip.
Stt Quy trnh xy dng lc lng cng tc vin Cch thc thc hin Phn chia c cu ca CTV theo c cu lnh th. CTV s thc hin cc giao dch vi khch hng trn a bn nht nh. CTV chu s qun l trc tip v c phn chia a bn t b phn bn hng trc tip ca cng ty. Quy m phn theo khu vc a l. Phn nh a bn hot ng. Mi cng tc vin s hot ng mt a bn nh.

Thit k lc lng Cng tc vin

Quy m lc lng CTV

C cu

- Cng tc vin ly t cc thnh nin hot ng on, lm thm bn thi gian, cc cn b lm thm, cn b ngh hu c hng nhng khon hoa hng xng ng vi cng sc b ra. 50.000/HomePhone; 50.000/Internet. Nu hng thng Cng tc vin t tm c 10 khch hng th c hng 15% tng ga tr.

Ch th lao

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66 Cc Cng tc vin s c qun l trc tip ca cc nhn vin ca hng trc tip ca cng ty. - Hng thng mi cng tc vin s c giao ch tiu hot ng. u tin cc cng tc vin hot ng trn a bn mnh sinh sng. C thi gian rng t nht na bui. t nht tt nghip cp III. Nng n hot bt, giao tip tt Thch kinh doanh, sn sng chp nhn thch thc. Cam kt hot ng lu di.

Qun l lc lng cng

Tuyn dng cng tc vin


6

Hun luyn cho cng tc vin

Ch o cng tc

o to cho cc CTV c hiu bit v cng vic v khch hng, th trng, ha ng vi cng ty. Hiu bit v cc sn phm v dch v ca cng ty: v quy trnh sn xut sn phm, chc nng, cch s dng. Hiu bit v i th cnh tranh. V cc quy nh, th tc, quy trnh trong cng vic. Qun l trc tip do cc nhn vin ca hng trc tip ca Viettel ti vng . V nhng ch o ca phng bn hng ti Chi nhnh H Ni. C nhng ng vin ng lc, v ti chnh cc khon hoa hng. Tham gia cc bui sinh hot tun kha, i thm quan, du lch,

ng vin Cng tc vin

10

nh gi cng tc vin

i vi cc cng tc vin hot ng linh hot, Hiu qu trong kinh doanh, s c thng. - nh gi bng thnh tch bn hng, - V kin phn hi ca khch hng v thi v kt qu ca Cng tc vin.

Hnh 3.1. Thit lp mng li cng tc vin trc tip cc vng ngoi thnh v nng thn.

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3.4.4. Quyn v ngha v ca cng tc vin. 1. Yu cu bn Viettel h tr hng dn nghip v, cung cp ti liu, thng tin cn thit thc hin cng vic v c hng cc chnh sch h tr (nu c) . 2. Yu cu bn Viettel thanh ton th lao theo ng quy nh trong hp ng. 3. p ng cc tiu chun, yu cu v cht lng, hiu qu cng vic ca Cng tc vin quy nh ti ph lc hp ng. 4. T vn v dch v v th tc cn thit khch hng ng k s dng cc dch v do Viettel cung cp v hng dn khch hng s dng, khai thc dch v theo ng php lut v quy trnh, quy nh do Viettel ban hnh. 5. Bo m thng tin chnh xc lin quan n khch hng, chu trch nhim v t cch php l ca khch hng k kt hp ng s dng dch v vin thng ca Viettel. 6. Tun th y cc quy nh hin hnh ca php lut c lin quan n cng vic thc hin theo hp ng v cc quy nh, quy trnh phi hp do Viettel ban hnh. 7. Gi b mt thng tin lin quan n khch hng. Khng c tit l, cung cp bt k thng tin no lm nh hng xu n li ch ca Viettel. 8. Trong thi gian thc hin hp ng vi Viettel, cng tc vin khng ng thi giao kt v thc hin hp ng c ni dung tng t vi bt k bn th ba no m vic giao kt v thc hin cc hp ng ny c th nh hng xu n li ch ca Viettel. 9. Khng c nhn danh Viettel thc hin nhng hot ng nm ngoi phm vi cng vic ca Cng tc vin tha thun trong hp ng ny. Nu vi phm, cng tc vin phi hon ton chu trch nhim trc php lut v khch hng. 10.Bo qun v bn giao li cho Viettel cc ti liu lin quan n vic thc hin hp ng theo yu cu ca Viettel khi chm dt hp ng. 3.4.5. Quy trnh qun l Cc Cng tc vin( Cng tc vin bn hng v im bn). a. Mc ch: - Quy trnh ny l c s thc hin vic qun l, h tr i ng Cng tc vin bn hng & im bn ca Viettel Telecom. b. Phm vi p dng: - Quy trnh c p dng cho vic qun l Cng tc vin bn hng & im bn tham gia bn hng a dch v ca Viettel Telecom & im bn i tng p dn g . Cng tc vin bn hng a dch v, im bn ca Viettel Telecom Ca hng trc tip Viettel Telecom Phng bn hng, phng ti chnh Chi nhnh vin thng Tnh, Thnh ph Trung tm h tr kinh doanh Tnh

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c. nh ngha: c.1. Cc thut ng Trong quy trnh ny, cc thut ng di y c hiu mt cch thng nht nh sau: - M Cng tc vin/im bn: Sau khi k hp ng pht trin dch v, mi cng tc vin/im bn s c gn 1 m c dng m ca hng_s th t_cng tc vin trn h thng qun l bn hng ca Viettel Telecom. Vic gn m phc v cho cng tc qun l. - Cp nht thng tin cng tc vin/im bn: vic b sung y thng tin cng tc vin/im bn trn h thng ring ca Viettel Telecom (bao gm: m, tn, a ch, s in thoi lin h...) - Sim a nng: L 1 loi sim chuyn dng do Viettel Telecom cung cp. Cng tc vin s dng sim a nng bn hng a dch v cho khch hng (bn cc dch v lin quan ti mng di ng) - Dch v A,P & Homephone: + A (ADSL): dch v internet + P (PSTN): dch v in thoi c nh + Homephone: dch v in thoi c nh khng dy - Hp ng pht trin dch v (A,P & Homephone): L giy t cam kt ca khch hng vi Viettel Telecom s dng dch v A,P & Homephone - Sim a nng hot ng: L sim a nng c thc hin t nht 1 giao dch (u ni, bn th co in t, ng k thng tin thu bao tr trc) trong 2 thng lin tip. - Sim qun l: l sim a nng dnh ring cho nhn vin h tr im bn qun l, bn hng (TCT, sim trng) cho cng tc vin/im bn. c.2. Cc t vit tt: CTV: Cng tc vin B: im bn. CHTT: Ca hng trc tip Viettel NVGD: Nhn vin giao dch ca hng CNVT: Chi nhnh vin thng Tnh/ Thnh ph TT. HTKD: Trung tm H tr Kinh doanh tnh

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d. Ni dung d.1 Lu
Trch nhim CNVT Cc bc thc hin M t

d.2.1

Tip nhn CTV/im bn

CNVT, CHTT, NVGD, NV HTB

Gn m, bn sim a nng

d.2.2

CHTT

Cung cp hng ha

d.2.3

H tr bn hng

CHTT, NV HTB Tt CNVT, Phng bn hng CNVT, TT. HTKD

d.2.4

nh gi hot ng CTV/B

d.2.5

Khng tt CNVT, CHTT, TT. HTKD

d.2.6
Chm dt hot ng CTV/B

d.2.7

CNVT, CHTT

L u h s CTV/B

Hnh 3.2 S quy trnh qun l cc cng tc vin bn hng v im bn.

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d.2. M t d.2.1. Tip nhn Cng tc vin / im bn Sau khi k hp ng cng tc vin, bin bn tha thun im bn , Cng tc vin/im bn chnh thc hp tc vi Viettel Telecom. d.2.2. Gn m, bn sim a nng phc v cho vic qun l tt Cng tc vin / im bn, ca hng trc tip s tin hnh gn m v in y cc thng tin lin quan ti Cng tc vin /im bn trn h thng ca Viettel Telecom ng thi, ca hng trc tip bn Sim a nng cho Cng tc vin / im bn (mi Cng tc vin / im bn ch c mua 1 sim a nng), ti chnh chi nhnh s kch hot Sim a nng cho Cng tc vin / im bn. y l cng c bn hng cp ring cho i tng Cng tc vin /im bn. d.2.3. Cung cp hng ha. Vi im bn: Nhn vin h tr im bn s dng user y hng trn h thng Qun l bn hng, hoc dng cng c Sim qun l bn hng cho im bn thuc mnh qun l Vi Cng tc vin: Nhn vin ca hng dng user y hng trn h thng cho Cng tc vin thuc mnh qun l, cung cp hp ng (i vi dch v A,P & Homephone) Cng tc vin i pht trin. d.2.4. H tr bn hng Vi im bn: Nhn vin h tr im chm sc, h tr theo ng quy nh ca Viettel Telecom (theo cm nang chm sc im bn ban hnh 09/2007). Vi Cng tc vin: Nhn vin ca hng trc tip chm sc, h tr Cng tc vin: gi in thoi cho Cng tc vin t nht 2 ln/thng theo di tnh hnh bn hng Cng tc vin, t vn v nghip v bn hng qua Sim a nng Ngoi ra, Nhn vin Ca hng tham kho cm nang chm sc im bn h tr, chm sc Cng tc vin tt hn. d.2.5. nh gi hot ng Cng tc vin / im bn

nh k hng thng, Trung tm h tr kinh doanh thc hin nh gi tnh hnh hot ng Sim a nng ca im bn / Cng tc vin trn ton quc

Vi cc Cng tc vin / im bn hot ng bnh thng s chuyn qua bc d.2.3 tip tc nhn hng ha, pht trin dch v.

Nu Cng tc vin / im bn khng thc hin ng quy nh hoc hoc mun chm dt hp ng Cng tc vin chuyn sang bc d.2.6.

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d.2.7. Chm dt hp ng Cng tc vin / im bn - Nhn vin h tr im bn, nhn vin ca hng trc tip k bin bn thanh l vi im bn v Cng tc vin. - Vic thc hin chm dt hp ng theo ng cc iu khon k. d.2.8. L u h s Vi trng hp Cng tc vin / im bn k bin bn thanh l th h s Cng tc vin /im bn s c lu ti cc b phn chc nng: phng chm sc khch hng cc Chi nhnh vin thng. 3.4.6. Hiu qu ca bin php xy dng mng l i Cng tc vin. - Gip b phn bn hng trc tip thc hin vic truyn thng, bn hng, chm sc khch hng i vi i tng h gia nh, v cc doanh nghip. - C th chuyn mn ha cng vic ca b phn bn hng trc tip, tp chung ch yu vo i tng khch hng ln. - Tng hiu qu bn hng chung ca b phn bn hng trc tip ti cc ca hng trc tip ca Chi nhnh H Ni. - Tng hiu qu tip xc vi khch hng. - M rng mng li knh phn phi ca Viettel Chi nhnh H Ni ti gn khch hng hn. - Doanh s m cc cng tc vin thc hin c phn tch c th trong mc 2.2.4 phn a.2 v bng 2.12 (Bo co kt qu hot ng kinh doanh ca cc im bn v cc cng tc vin.) 3.4.7. Kin ngh thc hin cc bin php. - M thm cc chng trnh o to k nng bn hng v k nng giao tip cho cc Cng tc vin. - Tng thm hoa hng v cc chit khu thng mi cho cc cng tc vin. - Cung cp cho mt s dng c hot ng ngh nghip nh cp, bt, giy, o cng ty.. - To mi trng hot ng chuyn nghip. - u tin nhng Cng tc vin hot ng hiu qu cao c gia nhp vo cng ty Viettel lm nhn vin chnh thc.

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3.5. BIN PHP TH BA. CI TO MT S CA HNG TRC TIP CA VIETTEL - CHI NHNH H NI 3.5.1. L do thc hin bin php. - Sau mt thi gian hot ng lm c s h tng mt s ca hng b xung cp, lm cho cc cng tc hot ng kinh doanh, n tip khch hng khng tin. Do cn phi ci to trang thit b ni tht, mt tin, khu v sinh. - ci thin hnh nh thng hiu Viettel trong con mt khch hng v ngi dn. - Nng cao nng lc cnh tranh ca Viettel trc cc i th cnh tranh. - Pht trin khch hng mi, m rng th trng cc dch v vin thng. - Nng cao kh nng chm sc khch hng ti khu vc ngoi thnh v nng thn.. Mc tiu ca vic ci to mt s ca hng trc tip ca Viettel Chi nhnh H Ni. - Hot ng ca cc nhn vin bn hng ti ca hng s tr nn thun tin hn. - C cc ca hng trc tip s qun l tt hn cng vic kinh doanh ca cc i l v cc cng tc vin ti cc vng hot ng. - Nng cao nng lc phc v khch hng ca nhn vin. - Thu ht c nhiu khch hng hn gia nhp vo mng Viettel. - C iu kin chm sc v hiu cm nhn ca khch hng cc vng ngoi thnh, nng thn. 3.5.2. Trin khai bin php. 3.5.2.1. Mc ch. - Nng cao hin trng ca cc ca hng trc tip Viettel Chi nhnh H Ni. - Nng cao nng lc cnh tranh ca cc ca hng trc tip. - To iu kin thun li cho nhn vin giao dch v khch hng n thc hin giao dch cc dch v vin thng. - To hnh nh p ca Thng hiu trong con mt ca khch hng. 3.5.2.2. Phm vi. - Ci to ca hng C Bi, Nhn, 495 Quang Trung 3.5.2.3. Ni dung ci to ca hng giao dch 35 C Bi, Tru Qu, Gia lm, H Ni . - Tu sa, ci to cc ca hng trc tip ca Viettel- Chi nhnh H Ni - Ci to khu ni tht ca ca hng, khu v sinh, sa li v mua mt s trang thit b bng g - Thay mt s tm knh b nt. - In bin hiu v lm li backdrop. 3.5.3. Thc hin bin php. - Ln danh sch cc vic cn lm trnh gim c ph duyt. - Ln phng n d tr kinh ph sa cha cc ca hng. - Thu cng ty xy dng n lm vic. - Bng thit k k thut thi cng v tng d ton kinh ph cng trnh: Ci to ca hng Viettel. a im- C Bi, Tru Qu, Gia Lm, H Ni.

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Ni dung thuyt minh k thut thi cng v d ton kinh ph cng trnh ci to ca hng C Bi. (trnh by trong phn sau) A. THUYT MINH THIT K. I. C S THIT K. - Cn c vo ch th ca gim c Chi nhnh H Ni v vic xy dng ci to Ca hng in thoi di ng Cng ty vin thng Qun i H Ni ti C Bi-Gia LmH Ni. - Cn c vo cc s liu o c ti hin trng. - Bn v thit k ci to. - Mt s vt t khng c trong thng bo gi hoc khng ph hp vi yu cu cng trnh th c ly theo n gi trn th trng H Ni ti thi im lp d ton. II. PHM VI THIT K. Thit k k thut thi cng Xy dng ci to ca hng Viettel C Bi-Gia Lm-H Ni 1. Phn tho d, ph hy gii phng mt bng. Bng 3.2. Ni dung cc phn tho d, ph hy gii phng mt bng. KHI TT NI DUNG CNG VIC N V L NG CU THANG ST HN 1 Tho d cu thang st kh rng 1,3m, di 5m, kt kg 500 cu hn vng chc. 2 Tho d lan can cu thang, lan can cu thang m 14 3 Thp hnh khu nh, khu <= 9m. Hn trn Tn 0,038 st bt cu thang c bng thp hnh. 4 Tho d mi tn cu thang mi kt cu khung m2 3,6 ging thp hnh. 5 Tho d vch thp ca cu thang tng 2 lm li m2 3,4 ln cu thang. 6 Tho d ca xp mt tin m2 21 NH KHO B NC 1 Ph v kt cu gch bng my khoan, ph d m3 0,69 tng kho dy 110x6,27x0,11=0,69 2 Ph d kt cu b tng bng my khoan, b tng m3 0,221 c ct thp, d mi kho 2,76x0,08=0,221 3 Ph d kt cu gch bng my khoan, ph d m3 0,7 b nc p gch men PH D GII PHNG MT BNG 1 Ph d kt cu gch bng my khoan B be chn nc:0,16=0,16 m3 4,230 Tng 110cm cao 3,2 tng 1:2,4 = 2,4 Tng 220cm cao 3,2 tng 1:1,67 =1,67 NH V SINH. 1 Ht, sa b pht m3 2

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2 3 4 5 1

c b gch p t ng WC Bc d gch men sn WC Tho d b x Ph d kt cu gch bng my khoan. Ph d mng tiu nam. THU DN PH LIU Bc d, vn chuyn ph phi i bng xe 2.5T,

m2 m2 Ci m3 Chuyn

48,7 7,4 1 0,7 5

2. Phn thi cng ci to theo thit k mi. TT 1 2 3 4 NI DUNG CNG VIC Hn cu thang st kh 1,3m c lan can 2 bn, cua gc vung. Sn xut ging mi thp. Lp mi tn mi chiu di <=2m. Mi tn che cu thang mi Xy gch ch 6,5x10,5x22, xy ct, tr chiu cao <=4m, va Xi Mng mc 75, xy tr tng ngn phng bn hng Xy gch ch 6,5x10,5x22, xy tng thng, chiu dy <=11cm, cao <=4m, va Xi Mng mc 75, xy tng phng bn hng. Xy gch ch 6,5x10,5x22, xy tng thng, chiu dy <=11cm, cao <=4m, va Xi Mng mc 75, phng lm vic pha trong Tri tng trong, dy 1,5 cm, va Xi Mng mc 75 Va xi mng m cht nn WC X l chng dt mi tn bng keo silicon Lm mng tn thot nc cho mi Bt l thng mi tn Lm li cc ng dn thot nc mi bng ng nha PVC Va xi mng m cht nn, sn Lt nn, sn bng gch 400x400 mm N V m kg 100m2 m3 KHI L NG 6 15 0,12 0,281

m3

3,498

m3

9,629

7 8 9 10 11 12 13 14

m2 m3 L m m2 m m3 m2 4 10 35

326,3

0,5 24 15 131

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15 16 17 18 19 20 21 22 23 24 25 26

27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42

Lt nn, sn WC bng gch men chng trn 250x250 p gch men vo tng WC Tm nha trn UPVC, xng nhm Lm ca nhm cun M t ca nhm cun Ca khung nhm mu trng s, knh trng dy 5mm. Cht kha ca Vch, ca knh thy lc dy 12ly Bn l sn Kha sn ca thy lc Tay nm Inox Lp t ng nha PVC ni bng phng php hn, on ng di 6m, ng knh ng d= 20mm Lp t ng nha ming bt ni bng phng php dn keo, on ng di 6m, ng knh ng d=89mm Ga thot sn Ct ren trong, ngoi. Lp t chu ra 1 vi Lp t x bt Lp t vi ra 1 vi Lp t vi ra v sinh, vi xt Lp t gng soi Lp t gi treo Lp t cc loi n ng di 1,2m, loi hp n 3 bng. Lp t cc loi n ng di 1,2m, loi hp n 1 bng. Lp t n dowlight mt tin Lp t cc loi n c chao chp-n st trn c chp, n lp WC Lp t n pha Metal bin mt tin Lp t qut thng gi trn tng kch thc 150x150 n 250x250 Lp t cc thit b ng ngt, lp cm loi

m2 m2 m2 m2 Ci m2 B m2 Ci Ci 100m 100m 4 41

7,4 131 24,5 2 8,2 20,5 2 2 0,2 0,2

100m Ci Ci B B B Ci Ci Ci B B B B B Ci Ci 2 5 1 1 1 1 1 1 12 7 5 2 4 3 10

0,1

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43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58

i Sino Lp t cc thit b ng ngt, lp cng tc c s ht trn 1 cng tc l 1, hiu Sino T in tng 25x30x10 Lp t aptomat loi 1pha, cng dng in <=100A Lp t aptomat loi 1pha, cng dng in <=50A Ko ri cc loi dy dn, lp t dy dn 2 rut 2x1,5mm2 Ko ri cc loi dy dn, lp t dy dn 249 rut 2x1,5mm2 Ko ri cc loi dy dn, lp t dy dn 2 rut 2x6mm2 Lp t ng nha t chm bo h dy dn, ng knh <=15mm V sinh t ng c trc khi sn b B bng bt b vo tng Sn dm, trn, ct, tng trong nh, 1 nc lt, 2 nc ph p nhm Alumi mt tin Hnh nh mt tin Backdrop Hnh nh backdrop granite p bc mt tin

Ci Ci Ci Ci m m m m m2 m2 m2 m2 m2 m2 m2 m2

7 1 2 3 300 200 12 100 160 285 285 51 51 16 16 3,5

III. AN TON LAO NG. - Vic s dng in v cc phn vic c lin quan n in phi c dng c bo h in. - Phi c bin php m bo an ton tuyt i cho ngi, phng tin, dng c v vt t thi cng. - Cc im tp kt vt liu, vt t, phi c bin bo v tp trung xa cc trm xng du. - Khi thi cng phi chp hnh ng ni quy ca quy trnh an ton lao ng ca ngnh v nh nc ban hnh, phi c dng c bo h cho cng nhn khi thi cng. - C gii php an ton lao ng khi thi cng.

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B. THUYT MINH D TON. I. C S LP D TON. Thit k k thut thi cng Xy dng ci to ca hng Viettel C Bi-Gia lm- H Ni. II. CC VN BN, N GI P DNG LP D TON. 1. Thng t s 04/2005/TT-BXD ngy 01/04/2005 ca B Xy Dng v vic hng dn lp v qun l chi ph d n u t xy dng. 2. Thng t s 07/2006/TT-BXD ngy 10/11/2006 ca B Xy Dng v vic hng dn iu chnh d ton xy dng cng trnh. 3. Ngh nh s 209/2004/N-CP ngy 07/02/1999 ca Chnh ph v vic qun l cht lng cng trnh xy dng. 4. n gi vt liu xy dng theo thng bo ca Lin S: S xy dng-S ti chnh vt gi H Ni ti thi im lp d ton. 5. Gi vt t ly theo thng bo gi Qu VI/2008 ca Lin s ti chnh-S xy dngvt gi H Ni. III. D TON. ( c trnh c th trong bng ph lc km theo.) 3.5.4. Hiu qu ca bin php th ba. - Gip cho cng vic giao dch ti ca hng mi tr ln tt hn. - Hnh nh ca ca hng v th ng hiu Viettel tr nn gn gi vi khch hng hn. - Nng cao nng lc cnh tranh ca Viettel trc cc i th cnh tranh. - Nng cao hiu qu lm vic cho cc nhn vin giao dch ti ca hng. - D ton. Tng doanh thu trong nm 2008 l 17.882.380.000 . Nh vy trung bnh mi thng doanh thu ca ca hng C Bi-Gia Lm l 1.490.000.000. Chi ph sa cha, ci to nh: 348.210.000. Chi ph ci to nh s c hon thnh nhanh chng: Ly doanh thu trung bnh mi thng Tng chi ph ci to nh = =1.490.000.000 - 348.210.000 = 1.141.790.000. Nh vy trong vng 1 thng ton b chi ph c thanh ton ht. Do t c doanh thu ln ti ca hng C Bi-Gia Lm nn quyt nh ci to li ca hng l ng.

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3.5.5. Kin ngh thc hin bin php. - Ci to cc ca hng i hi mt thi gian kh di, do cn phn c s ng h v quan tm ca cc gim c Chi nhnh H Ni. - Trong thi gian ci to ca hng C Bi, ban gim c Viettel-Chi nhnh H Ni cn sp xp v tr lm cho cc nhn vin trong ca hng C Bi, cho h c cng vic n nh i sng. - Ban gim st cn quan tm k lng v cng tm, c tinh thn trch nhim trong cng vic. - Viettel cn m bo v vn ti chnh cung cp cho vic ci to ca hng. V sn sng cung cp cho nhng pht sinh nu c.

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PHN KT LUN.
Hon thin qun tr knh phn phi nhm mc ch c ci nhn mt cc ton din hn hin trng cc knh phn phi hin ti t c ci nhn su sc hn cc knh phn phi ca Viettel Chi nhnh H Ni. Ban lnh o s ra cc quyt nh thit k li hay b xung cc loi knh phn phi gn gi vi khch hng, gn vi tm tay ca khch hng hn. Ba bin php nu trn l ba trong s nhng bin php nhm hon thin qun tr knh phn phi Viettel-Chi nhnh H Ni, hon thin knh phn phi nhm nng cao hiu qu bn hng, nng cao v th cnh tranh trc cc i th ln hin nay l VNPT, FPT, EVN Trong ba bin php nu trn, bin php th nht c tn l Thit lp mt s ca hng trc tip nhng vng ngoi thnh v nng thn tim nng. Bin php ny nhm mc ch m rng th trng cc dch v vin thng v nng cao kh nng chm sc khch hng, nng lc cnh tranh trc cc i th. Nhng ca hng trc tip ny s phc v khch hng hiu qu hn, pht trin c cc dch v vin thng v thun tin cho vic thu cc vin thng cho cc khch hng. Bin php th hai l Thit lp mng li Cng tc vin bn hng trc tip cc vng ngoi thnh v nng thn. Cc cng tc vin trong h thng knh phn phi ng v tr quan trong trong qu trnh bn hng, v cc cng tc vin c kh nng bao ph rng ri trong vng a l rng, v li s gn gi vi khch hng sn sng phc v cc khch hng nh l. Thit lp mng li cng tc vin nhm gip bn hng trc tip thc hin vic giao dch v bn hng cho cc i tng gia nh, lm gim gnh nng cho nhn vin bn hng trc tip, gip h tp trung vo i tng chnh l khch hng doanh nghip. Cc cng tc vin gip rt nhiu cho i bn hng trc tip, em li nhiu li ch v li nhun cho Viettel- Chi nhnh H Ni. Bin php th ba l Ci to mt s ca hng trc tip ca Viettel-Chi nhnh H Ni. Cc ca hng trc tip mt s v tr thun li em li rt nhiu doanh thu v pht trin c thng hiu Viettel rt tt, c kh nng ln phc v c cc khch hng c nhn v t chc. Nn mt s ca hng xung cp gy kh khn cho cc nhn vin thc hin cc giao dch, lm nh hng n hnh nh thng hiu ca Viettel. Do phi tin hnh Ci to. Cc bin php trn nhm phn no hon thin qun tr knh phn phi bn hng ca Viettel, gip nng cao nng lc cnh tranh ca Viettel trc cc i th cnh tranh. Cc bin php nhm ci thin knh phn phi phi c tin hng lin tc theo thi gian, dn dn hon thin mnh, c kh tip xc gn gi hn vi khch hng, hiu nhu cu ca khch hng nhiu hn.

SV: Phm Vit C ng, lp: Qun tr marketing, k49

GVHD: TS Ng Trn nh

n tt nghip 2009

80

TI LIU THAM KHO.


1. TS. Ng Trn nh (2008). Bi ging qun tr marketing, khoa kinh t v qun l, H Bch Khoa H Ni 2. Ths Phan Vn Thanh(2007). Bi ging marketing c bn, khoa kinh t v qun l, H Bch Khoa H Ni 3. Ths L Th Phng Hip (2006). Phn tch hot ng kinh t doanh nghip, NXB Khoa hc v k thut, 4. TS. Trn Th Ngc Trang, (2008). Qun tr knh phn phi, nh xut bn thng k. 5. PGS.TS. Trng nh Chin,(2008). Qun tr knh phn phi, nh xut bn i hc kinh t quc dn. 6. Cc ti liu vn bn c lin quan ti Chi nhnh H Ni. 7. Philip Kotler, Marketing Management, Ninth edition Prentice Hall 1997. 8. Philip Kotler, Marketing Insight from A to Z.

SV: Phm Vit C ng, lp: Qun tr marketing, k49

GVHD: TS Ng Trn nh