TRNG I HC KINH T TP.

HCM
KHOA KINH DOANH QUC T MARKETING

------

B MN: MARKETING QUC T

Chin lc thm nhp th trng Trung quc cho dng

my IR-D5 FOOD DEHYDRATOR Hn Quc

GVHD: ThS. Hong Thu Hng

Tp.HCM, ngy 16 thng 10 nm 2016

DANH SCH THNH VIN

ST
T

H tn

MSSV

Trn Th Thy Ha

31131023519

Nguyn Th Sn Tuyn

31131021759

T Ngc Trn

31131022803

Nguyn Thanh Thy

31131021470

Hunh Ngc an Vy

31131021467

Hong Ngc Bi

31131023159

V Quang Chnh

31131023615

MC LC
I.

TNG QUAN CNG TY V SN PHM........................................................................... 1

1.

GII THIU CNG TY ..................................................................................................... 1

2.

THNG TIN C BN ....................................................................................................... 1

3.

LCH S HNH THNH V PHT TRIN: ................................................................... 2

4.

SN PHM IR D5 FOOD DEHYDRATOR ..................................................................... 4

C IM V TH TRNG MC TIU ......................................................................... 6

II.
1.

M T V TH TRNG MC TIU ............................................................................ 6

2.

PHN KHC TH TRNG ............................................................................................ 7

3.

PHN TCH MI TRNG MARKETING .................................................................... 9

a.

Mi trng chnh tr ........................................................................................................ 9

b.

Mi trng php lut ..................................................................................................... 10

c.

Mi trng x hi .......................................................................................................... 12

d.

Mi trng cng ngh ................................................................................................... 13

e.

Mi trng vn ha: ...................................................................................................... 14

f.

Mi trng cnh tranh ................................................................................................... 16

g.

Quyt nh nn thm nhp th trng nc ngoi ......................................................... 22

h.

Phng php thm nhp th trng ............................................................................... 23

III.

K HOCH MARKETING QUC T HN HP ......................................................... 24

1.
a.

Thnh phn ct li ......................................................................................................... 26

b.

Thnh phn bao b ......................................................................................................... 27

c.

Thnh phn dch v b tr............................................................................................. 28

a.

Tung sn phm v s chp nhn.................................................................................... 29

b.

Ti xc nh vic kinh doanh......................................................................................... 29

2.

GI .................................................................................................................................... 30

3.

PHN PHI ...................................................................................................................... 32

4.

PROMOTION ................................................................................................................... 35

IV.

V.

SN PHM ...................................................................................................................... 24

TNG KT, NH GI.................................................................................................. 41

1.

IM MNH (Li th cnh tranh) ................................................................................... 41

2.

IM YU, HN CH .................................................................................................... 41
DANH MC THAM KHO ................................................................................................ 41

INERTNATIONAL MARKETING

I.

IR-5 FOOD DEHYDRATOR

TNG QUAN CNG TY V SN PHM

1. GII THIU CNG TY

Lequip l mt cng ty chuyn v sn xut dng nh bp vi s mnh
chnh l mang li sc khe, cuc sng tt nht cho mi ngi trn th gii.Thm
vo , Lequip lun xem trng thit k trong tng sn phm mang n cho ngi
tiu dng nhiu s la chn hn trong phong cch sng. Nhng sn phm ca
Lequip c xut khu trn ton Th Gii nh M, Canada, Chu u, Chu
v Chu c t nm 1997. c bit, sn phm Lequip ni ting trn ton Th Gii
nh vo cc thit k nh gn, bt mt v nhng c tnh u vit m n mang li.
Ngoi ra, sn phm ca Lequip cn c vinh danh trn cc t bo ni ting vi v
tr sn phm tt nht mi thi i nh Cooks, Gourmet v Wall street journal.
LIFE IN HEALTHY BALANCE slogan ca Lequip. i vi Lequip
cuc sng, cng vic v sc khe phi lun trong trng thi cn bng, phi c s hi
ha gia cuc sng v sc khe, do Lequip khng ngng n lc, phn u
tr thnh thng hiu m mi ngi c th tin dng. tr thnh mt thng
hiu hng u, Lequip v ang khng ngng a dng thit k sn phm, nng
cao cng ngh ph hp hn trong thi i Internet bng n nh ngy nay.

2. THNG TIN C BN
Tr s chnh t ti Welltzvelley, 470-8, Gasan-dong, Geumcheon-gu, Seoul,
South Korea.
Lequip hot ng da trn 3 mng: sn xut, nhp khu nguyn vt liu,
xut khu thnh phm. Th trng chnh ca Lequip l Bc M v Chu . c
thnh lp vo nm 1997, n nay tng s nhn vin ca cng ty vo khong 40-59
ngi. Cng ty ni ting da trn vic sn xut 5 dng sn phm ch lc:
home&garden, Kitchen Accessories, Home Appliance, Blender, Other Home
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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

Appliances. Mc d ch l mt cng ty nh mi thnh lp nhng tng doanh thu

hng nm ln n $15,000,000. Trong , hot ng xut khu chim 20-24%.

3. LCH S HNH THNH V PHT TRIN:

Nm 1998: thnh lp ti Hn Quc vi tn gi PSC, ng k kinh doanh ti
T chc thng mi Hn Quc, bt u xut khu ph tng t vo th trng
Canada
Nm 1999: i tn thnh Lequip Korean v bt u hot ng xut khu
my Pulp Ejector Juicer #221 n M.
Nm 2000: pht trin my sy rau c #528 v Citrus juicer #206, xut khu
vo M cng nm .
Nm 2001: nghin cu v pht trin my Ultra Milk, Mini pulp electro juicer
#1105 v xut khu sang M, tung sn phm Mini pulp electri juicer ra th trng
ni a
Nm 2002: xy dng c s ph tng t.
Nm 2003: bt u bn qua knh pht thanh Huynhdai Home Shopping my
Juicer #1105, xy dng nh my th hai v c s sn xut my sy thc n.
Nm 2004: y l nm bng n ca cc dng my sy (dehydrator) v Juicer,
sn phm ca Lequip khng ngng c nng cp v pht trin.
Nm 2005: a dng my Juicer #1105 vo kinh doanh ti knh CJ Home
Shopping ca Thng Hi, cho ra mt th trng ni ia dng my Blender LM228, hp nht Lequip Korea v lequip Manufactoring thnh Lequip Co., Ltd,
thnh lp thm nh my Lequip. Cng trong nm ny, ln u tin Lequip cn mc
50,000 my Juicer #1105 ti Hn Quc.

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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

Nm 2006: thnh lp vn phng i din ti Seoul, a my LD-528 ra th

trng bng phng thc pht thanh.
Nm 2007: cho ra i dng my sy LD-528H, a dng my sy ra c vo
knh bn hng qua tivi nh GS Home Shopping, Lotte Home Shopping.
Nm 2008: nng cp ci tin dng my sy LD-528 ln LD-918 v bt u
a vo knh phn phi shopping mall hay siu th nh: Lotte Mart, GD Mart. Khai
trng trung tm mua sm Lequip shopping mall.
Nm 2009: a dng my XL-Juicer LJ-215 vo th trng online v offline.
Nm 2010: tng t nh nm 2008, y l 1 nm bng n ca Lequip v
sn phm v th phn. Ngoi ra, Lequip qun tm n hnh nh ca mnh hn bng
vic tham gia cc t chc t thin.
Nm 2011: sn phm Lequip tn cng vo th trng Chu u, lp nn blog
cng ng, cho ra i 2 dng my Blender LM-3600 v Hi-mart & Etland. Cng
cng nm , 2 dng sn phm mi c xut khu sang Trung ng.
Nm 2012: tip tc bnh trng th trng sang Chu v m u l
Indonesia trn 2 knh phn phi onl/offline. Lequip a tn tui ca mnh n gn
vi ngi tiu dng hn thng qua vic t chc cc gii u, cc hi ch trin lm.
Nm 2013: a sn phm my sy rau c food dehydrator vo Costco, xut
khu vo cc nc nh c, Nht Bn, M, Hongkong.
Nm 2014: sn phm food dehydrator chin thng gii thng Good Design
Award 2014, thnh lp trung tm Lequip ti Dangsan, Hn Quc.
Nm 2015: cc ca hng online cn mc 40,000 thnh vin, xy dng kho
bn l E mart Trade. Khai trng 53 ca hng ia phng ti Hn Quc.

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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

4. SN PHM IR D5 FOOD DEHYDRATOR

Ngy nay vic c sn trong cn bp ca mnh mt chic my sy thc n
FOOD DEHYDRATOR l mt vic rt ph bin, c rt nhiu l do thc y chng
ta nn s hu chic my ny. Hy th ngh, bn c th lm nhng mn tri cy, rau
c thm ch l tht sy mt cch d dng v bo qun chng trong mt thi gian di
iu ny gip chng ta tit kim c mt khong chi ph kh ln.
IR D5 FOOD DEHYDRATOR l sn phm sy ti nh duy nht trn th gii
c tch hp hai ch sy bng nng lng mt tri (solar mode) v ch sy
bng bng rm (shade mode)
Vi solar method my c thit k s dng tia hng ngoi gn (NIR Near
Infra Red) tng t nh tc ng mt tri ln thc n thng qua cc khay li i
km theo my. NIR gip gi li Vitamin D cha trong rau c cng nh cht dinh
dng v khong cht cn thit. Trong tri cy nh o, tht v c, tia NIR gip
ngn chn s phn hy. Vi ch ny bn c th t mnh lm nhng mn khoai
ty sy kh, tht b kh hay nhng loi thc n khc tr nn ngon ming hn khi
c ch bin di sc nng ca mt tri.
Vi shade mode, ch ny c la chn khi thc phm cn c sy kh
vi mt lng nhit v m trong khng kh nht nh. tng sng to nn ch
ny t cng thc thc phm n king nh ci kale v fruit leather cho tr em.
Sn phm IR D5 DEHYDRATOR l mt b sn phm tch hp gia kiu
dng v hiu sut cao. Sn phm c thit k vi hai ch sy ni bt: Solar &
Shade. Ngoi 2 c im ni bt, IR D5 c lm t nhng nguyn liu cht lng
cao, bn, khay thp khng g, km theo , vic thit k tng t nh chic l hp
tng cng lng kh lu thng bn trong my.
Vi nt xoay thng minh t ng, IR D5 c tch hp b cm bin m
gip ngi tiu dng d dng hn trong vic la chn nhit sy.
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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

Vy IR D5 FOOD DEHYDRATOR ch bin c nhng mn n g? C rt

nhiu mn n c th c chun b, ph hp vi bt c tui no, bt k ngi
no cng c th s dng. Mt vi mn n bn c th lm vi my IR D5.
Tangerine Chocolate: Socola bc qut
Tangerine chocolate l mt mn snack c
rt nhiu ngi u chung bi mi v c
o, hp dn. V ngt ca chocolate s gim
bt v chua ca qut, gip ngi tiu dng d
dng hp th cc cht dinh dng c trong
qut nh vitamin B1, B2, canxi, photpho

Vegan pizza

Bnh pizza dnh cho ngi n king vi thnh

phn chnh l t rau c sy kh gip ngi n
king vn thng thc c mn n yu thch
ca mnh nhng vn kim sot c lng cht
bo a vo c th.

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INERTNATIONAL MARKETING

II.

IR-5 FOOD DEHYDRATOR

C IM V TH TRNG MC TIU

1. M T V TH TRNG MC TIU
Th trng Marketing quc t cho sn phm ny l th trng ng dn
nht th gii- Trung Quc. Vi dn s nm 2015 l 1,371,220 ngi theo s liu
ca World Bank. Thu nhp bnh qun u ngi sau thu ca Trung Quc nm
2015 l 31,195 nhn dn t (tng ng vi 4644.11 la M.
(http://data.worldbank.org/indicator/SP.POP.TOTL?locations=CN)
Theo https://www.statista.com/statistics/289186/china-per-capitadisposable-income-urban-households/
nhm vo th trng Trung Quc th th trng mc tiu l 2 thnh ph
ln nht ca Trung Quc l Bc Kinh v Thng Hi. Bc Kinh v Thng Hi l
2 trung tm kinh t ca Trung Quc v ton th gii, vi thu nhp bnh qun u
ngi sau thu cao nht Trung Quc. Theo Globaltimes th thu nhp bnh qun u
ngi sau thu nm 2015 ca Thng Hi l 49,867 nhn dn t ($7423), cn theo
Chinadaily th con s ny Bc kinh l 48,458 nhn dn t ($7,214)
Theo http://www.globaltimes.cn/content/964721.shtml
Theo http://www.chinadaily.com.cn/business/2016-01/21/content_23183664.htm
S ngi giu c 2 thnh ph ny ang tng nhanh chng v nhu cu ca
h i vi hng ha t tin ngy cng nhiu
Ngi Trung Quc c xu hng tiu dng nhng nhn hiu ni ting th
hin ng cp v s giu sang ca h. i vi ngi Trung Quc, th cc sn phm
vi gi thnh t hn chng t cht lng v tt hn cc sn phm cn li.

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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

2. PHN KHC TH TRNG

Khch hng ch yu ca sn phm l tng lp trung lu ca Trung Quc.
Tng lp trung lu y c l hiu l ngi c thu nhp t gp i n gp 8 ln
thu nhp bnh qun u ngi ca quc gia.
Tng lp trung lu Bc Kinh chim 55% v 51% i vi Thng Hi
PHN

PHN

KHC 1

KHC 2

Ngi ni tr Ngi i lm

PHN
KHC 3
Qun n, nh
hng

PHN
KHC 4
Ngi v hu

Gii tnh

a s l n

Nam, n

Nam, n

Nam, n

tui

> 20 tui

20 60 tui

> 20 tui

> 60 tui

Thu nhp

> $10.000

> $13.000

> $10.000
c im ca

Quan tm n
c im

vic nu

hng n.

nng, bp
nc.

C quan tm

qun n cn

n gia nh,

cc thit b

thch nhng

lin quan n

thit b mi

bo qun, ch

phc v vic

bin thc n

n ung d

tit kim thi

dng.

gian v

C quan tm
n gia nh,
quan tm n
vic mua sm
cc thit b
gia nh.

nguyn liu.
Ni sng

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Bc Kinh,

Bc Kinh,

Bc Kinh,

Bc Kinh,

Thng Hi

Thng Hi

Thng Hi

Thng Hi

INERTNATIONAL MARKETING

Mc quan
tm n sn

Rt quan tm

phm

IR-5 FOOD DEHYDRATOR

Quan tm
nhiu

Quan tm va

Quan tm t

Vi 4 phn khc khch hng nu trn th nhm khch hng m cng ty

hng n v ph hp vi sn phm nht l ngi ni tr v ngi i lm.
o Ngi i lm y c hiu l nhng ngi c vic lm v thu nhp
n nh. Phn ln l n gii, c thn, c thu nhp tng i cao v
h ch n vn sc khe. H l nhng con ngi hin i v lun
hng n nhng sn phm mi v tn tin.
o Ngi ni tr y ni n nhng ngi ph n nh lm ch yu
l cc cng vic nh, nhng c mc chi tiu ln hn $10.000/ nm.
-

i tng khch hng trung lu ny thng l nhng ngi:

Ngi c thu nhp trung ca Trung quc rt thch vic mua sm trn mng.

H l nhng ngi rt am hiu v cng ngh, vi hn 95% ngi trong s h s s

dng smart phone v hn 85% c kinh nghim mua sm trc tuyn.
Mt trong nhng thi quen mua sm ca nhng ngi ny l h thng tm
hiu thng tin v cc kin v sn phm trn mng x hi, ri mi quyt nh c
mua sn phm hay khng.
60% ngi tiu dng c thu nhp trung Trung Quc s dng cc phng tin
truyn thng x hi chia s mt kinh nghim tt hay khng tt v sn phm hay
gii thiu sn phm, trong khi 63% mua sn phm khuyn co trn cc trang web
nh Weibo hoc WeChat.
-

Nhng cc i tng khch hng ny cng c nhng im khc bit trong

thi quen tiu dng v mua sm ca h.

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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

Ni tr: H thng bit n sn phm mi qua cc mng x hi hoc l qua

li gii thiu ca bn b, ngi quen. H thng c tnh ganh ua ln nhau v cc
sn phm trong gia nh nn y c th l yu t tn dng.
Ngi i lm th h thng bit n thng tin qua cc trang mng x hi v
t tm hiu cc sn phm . H c s thch mua sm trc tuyn v giao hng
tn nh.
3. PHN TCH MI TRNG MARKETING

a. Mi trng chnh tr
Trung Quc tn chnh thc l nc Cng Ho Nhn Dn Trung Hoa.
Th ch nh nc: Theo hin php Trung Quc, nc CHND Trung Hoa l
nc X hi Ch ngha ca nn chuyn chnh nhn dn, do giai cp cng nhn lnh
o, ly lin minh cng nng lm nn tng.
Ch chnh ng ca Trung Quc chnh l ch hp tc a ng v hip
thng chnh tr di s lnh o ca ng Cng sn Trung Quc. ng Cng sn
v cc ng dn ch khc lm vic cht ch, cng hp tc v gim st ln nhau trn
tinh thn ho hp trong cng cuc xy dng CNXH mang bn sc Trung Quc.
Ch chnh tr ca Trung Quc theo th ch x hi ch ngha cng khai
tn thnh ch ngha cng sn .Chnh ph Trung Quc c m t l cng sn v x
hi ch ngha, song cng chuyn ch v x on.
Thun li:
Chnh ph y kim sot t nc kh an ton nn t xy ra
cc cuc bo ng, chin tranh hay khng b nh cc nc
Trung ng.
Vi mi trng chnh tr theo x hi ch ngha ny s kh n
nh v an ton ivi cc cng ty quc t mun u t vo nc
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INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

ny. Trung Quc l mt mi trng kinh doanh tng i n

nh v d nm bt tnh hnh y.
Kh khn:
Chnh ph Trung Quc c m t l cng sn v x hi ch
ngha, song cng chuyn ch v x on, vi nhng hn ch
nghim ngt trong nhiu lnh vc, ng ch nht l truy cp t
do Internet, t do bo ch, t do hi hp, quyn c con, t do
hnh thnh cc t chc x hi v t do tn gio, v vy khi qung
b hnh nh th cn lu l khng qung b qua nhng trang x
hi ny.
Bn cnh , cn gp mt s ri ro trong vic mua bo him ri
ro chnh tr: Trung Quc l quc gia thu ht nhiu doanh nghip
nc ngoi mun u t trc tip vo y, nhng vic Trung
Quc cung cp bo him ri ro chnh tr cha tho ng vi
nhng p ng vi h.

b. Mi trng php lut

Lut ngoi thng
Ngy nay, Trung Quc thit lp c h thng lut php v ngoi thng
kh hon chnh, trong vic qun l nhng nh xut nhp khu v hng ho xut
nhp khu, ngoi hi, hi quan, kim nh hng ho, kim dch ng thc vt, bo
h quyn s hu tr tu v trng ti kinh t thng mi lin quan n li ch v
doanh thu nc ngoi.
Trung Quc l quc gia kim sot c hiu qu nhp khu hng tiu dng,
nht l hng tiu dng cao cp v hng xa x c hiu qu.Ngc li, chnh ph Trung
Quc li khuyn khch xut khu tng i thoi mi.

10 | P a g e

INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

Cc chnh sch: ng h t do mu dch, tch cc pht trin quan h thng

mi vi cc nc trn th gii.Trung Quc c c mt quc sch v bin mu vi tt
c cc nc. V d: Trung Quc thc hin chnh sch u i v gim 50% thu VAT
i vi hng nhp khu t Vit nam vo cc tnh Vn Nam, Qung ng v Qung
Ty ca Trung Quc.
H thng thu nhp khu:
Tng cc Hi Quan Trung Quc ( CGA ) l c quan xc nh thu v thu
thu. Thu nhp khu c chia thnh hai loi: thu quan chung v thu quan ti
thiu ( i vi nhng nc c hng ti hu quc ). Nm c khu kinh t, cc
thnh ph m, v nhng khu vc mu dch t do c th c hng u tin gim
thu hoc min thu.
Tuy nhin, Trung Quc s dng cng c thu quan trong iu tit hot ng
xut, nhp khu rt hiu qu. Mi mt hng khi xut, nhp khu vo nc ny c
th c p dng hai chnh sch thu: thu mu dch ( chnh ngch ) do chnh ph
quy nh v thu bin mu ( tiu ngch ) do a phng quy nh.
Thun li:
H thng php lut r rng, hon chnh.
Lut php Trung Quc h tr cho cc nh u t nc ngoi
C nhng chnh sch thu quan, u i ln dnh cho nc xut
nhp khu vo y.
Kh khn:
Chnh sch lin quan n hot ng xut, nhp khu ca Trung
Quc thng bin ng mnh, nhanh. Do vy, doanh nghip
nc ngoi cn linh hot trnh thua thit ti y.

11 | P a g e

INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

Ri ro v quyn s hu tr tu y, vic vi phm bn quyn v

hng gi lun l vn gin tip hot ng, v l mt trong
nhng nguy c hng u v mi quan tm ca cc cng ty nc
ngoi ti Trung Quc.
Ri ro v tnh minh bch php l khi thc hin hp ng hp tc
ca Trung Quc vi cc doanh nghip nc ngoi khi u t vo
y.

Ri ro trong php l thi hnh: Khng c s thng nht pht l

gia cc khu vc trong nc. C s khc bit rt ln trong php
l gia cc To n ty thuc vo v tr a l.

V d, ta n Bc Kinh v Thng Hi thng hot ng theo cc tiu

chun cao hn so vi cc thnh ph km pht trin, v cc th x thng tt hn,
ni, ta n cp th trn.

c. Mi trng x hi
Trung Quc vi s dn gn xp x 1,38 t ngi v t l tng trng c tnh
l 0,52% , trong t l nam 51.2% ( nm 2015). Trung Quc l mt quc gia quc
gia ng dn nht th gii, c ch quyn nm ti ng . V th, Trung Quc rt
quan ngi v t l tng trng dn s ny v ang c gng a ra cc chnh sch
hn ch t l sinh nghim ngt. Vic dn s ng s dn ti vic nhn khu hc s
lin tc thay i, tng t l tng trng dn s, nh hng ti vic phn b tui
lao ng. Dn s lo ho s c t l cao hn sao vi lc lng lao ng c t l thu
hp li.
( Theo http://countrymeters.info/en/China )
C th ni rng Trung Quc c s dn ng nht th gii, y cung cp ra
th trng mt lng ln lao ng di do, l mt c hi cc nh u t nc
ngoi m rng kinh doanh ti y.
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T l bit ch Trung Quc l hn 90% v ng vai tr quan trng trong s

pht trin ca kinh t t nc.Trung Quc coi gio dc l u t cho mt ngun
nhn lc di hn cho s pht trin kinh t. Trong , t l bit ch ca ngi dn
ca ngi dn ti hai thnh ph ln l Bc Kinh ( 99,62% ), v Thng Hi (
97,85%).
(nm 2014, s liu c trch dn ti trang:
https://www.statista.com/statistics/278568/illiteracy-rate-in-china-by-region/ )
Mc lng trung bnh trong s 32 thnh ph ln Trung Quc ng mc
6.070 nhn dn t (922,64 $) ca nm 2015, vi Bc Kinh ng u bng danh sch
ti 9.227 nhn dn t, tip theo l Thng Hi (8664 nhn dn t) v Thm Quyn
(7.728 nhn dn t), bo co theo d liu trc tuyn pht hnh bi zhaopin.com, mt
trang web tm vic hng u.
C th thy, Bc Kinh v Thng hi l hai thnh ph chim lu lng ngi
tri thc cao, vi mc lng t mc trung bnh cao, hai th trng tim nng pht
trin nhng mt hng c thng hiu, cht lng cao, v mt ngi c tri thc h
ch mun tm nhng sn phm p ng nhu cu s dng ca h ng thi h lun
cn nhc trc nhng thng hiu uy tn khi la chn sn phm ca thng hiu
.

d. Mi trng cng ngh

C 420 triu ngi s dng Internet trong nc. Giao dch thng qua thng
mi in t c th c thc hin mt cch t do v d dng. Vi vic truy cp
internet rng ri, nn 26% ngi tiu dng Trung Quc thng mua sm trc tuyn
( nm 2015 ) . Tuy nhin, h vn thch mua sm trc tip v thch cm nhn trc
tip sn phm trc khi quyt nh mua. .
Chnh ph v cc ngnh cng nghip tp trung vo n lc pht trin cng
ngh, v vy chnh ph chi tiu s tin ln tin vo nghin cu, pht trin v
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khm ph s i mi cng ngh cao, cng tng tc chuyn giao cng ngh.
Chnh ph a ra cc chnh sch pht trin, h tr vic pht trin R&D to ra cc
sn phm tt, cht lng cao mang li sn phm tt cho ngi dn ti nc h.

e. Mi trng vn ha:
Vn ha ung tr:
Ngi Trung Quc c bit rt thch ung tr. Trong sut cc ba n, cn
bng li khu v trc khi chuyn sang mn n khc, ngi Trung Hoa lun ung
tr thay v ung nc tri cy
http://vietnamese.cri.cn/chinaabc/chapter18/chapter180301.htm
V vy, vi tc pht trin ca Trung Quc hin nay, khi cc ta nh
mc ln nh nm, khng cn ch c th phi kh v sy tr, km theo l
khng kh nhim, nh nng, hay n gin l nhng ngi thch ung tr cng c
th sy l tr c th bo qun c lu hn qua my IR D5.
n nh:
Trung Quc rt thch nhng n nh l tri cy sy kh, c bit l vo nm
mi. V d: nhn kh ( Trung Quc cn gi l Guiyuan), tng trng cho s on
t Trung Quc. V vy, n c ngi Trung Quc n vo u nm mi do
ngha ng ca n. Mt khc, Y hc c truyn Trung Quc ni rng n nhn kh
c th nui dng sc sng ca mt ngi.Nhn thng kh c phc v cha
bc v. C th n tht trc tip hoc pha tr vi n.
https://vi.wikipedia.org/wiki/T%E1%BA%BFt_Trung_Qu%E1%BB%91c#.E1.B
A.A8m_th.E1.BB.B1c

Xu hng n ung v sc khe ang n r trn th gii, Trung Quc cng

khng l ngoi l. Nu nh ngy xa, ngi tiu dng Trung Quc thch s dng
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cc loi snack cha nhiu du m, nhng chin xo l ch yu th nay cc

snack yu thch ca h l tri cy sy kh. Tht vy, nhu cu tiu dng mt hng
snack Trung Quc kh cao, c bit l tri cy sy kh, doanh s bn sn phm
ny ln n vi chc t USD mi nm. Nhng khi mc sng ca ngi tiu dng
tng ln, h quan tm n sc khe hn v tri cy sy kh l mt s la chn thay
th hp l.
http://vinamit.com.vn/5-chien-thuat-de-thanh-cong-o-trung-quoc/
http://vinamit.com.vn/tin-tuc-chien-thuat-de-thanh-cong-tai-trung-quoc/
Tri cy:
Ngi Trung Quc thch n nhng loi hoa qu vng nhit i nh xoi,
chm chm, thanh long, v sa. Tht vy, Trung Quc dn u vi 59% lng tiu
th rau c, th 2 l n (2014). V Trung Quc cng dn u vi lng tiu th
tri cy vi 55% (2014).Nhng nhng loi tri cy ny li c bit nhanh hng.V
th, sy kh l hnh thc bo qun tri cy tt nht, nhng vn gi c hng v
v cht dinh dng trong tri cy.
http://www.slideshare.net/Euromonitor/consumption-of-fruits-and-vegetablesglobal-and-asian-perspective
Nguyn liu sy kh:
Ngi Trung Quc c bit rt thch phi kh, sy kh cc loi r cy, l cy
lm gia v, nguyn liu lm mn canh hm.Trong nhng nm gn y, nhu
cu v thuc y hc c truyn Trung Quc tng ln.iu ny khuyn khch
vic bn rng ri cy thuc c trng trong cc h gia nh. V d, r cy a
hong hp v sau phi nng, s dng iu tr vim gan v bnh tim
http://caythuocquy.info.vn/Cay-thu%E1%BB%91c-%E2%80%93V%E1%BB%8B-thu%E1%BB%91c/cay-dia-hoang-138.html
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c sn Trung Quc cn c mn Nhc Can (Bagua), hay cn gi l tht heo

sy. Nhc can c s dng trong cc tic ci c truyn Trung Hoa hay cc ba
yn tic mang yu t nghi l tn gio. Nhu cu v nhc can tng cao trong cc ma
l hi, trong cc thi im khc n cng c dng nh mn n vt hay mn n
km trong ba chnh.
Rau c ngm
Ngi Trung Quc ngm chua rt nhiu cc loi rau c khc nhau, bao gm c ci,
ci bp v t. Rau c c ln men t nhin cng c li ch thc y cc vi khun
c li cho ng rut

f. Mi trng cnh tranh

Hin nay, nm bt c tnh hnh nhim mi trng v nhu cu v thc
phm sy kh, ln men Trung Quc ngy cng tng cao, nn ti cc h thng trang
web bn hng trc tuyn nh Taobao, bn rt nhiu sn phm tng t nh th
ny, gi trung bnh t 100 300$. Tuy nhin, theo kho st, my sy rau c c
tch hp 2 ch nh IR D5 cha xut hin trn th trng.
Vi th trng ng dn v rt tim nng, khng nhng cc nhn hng Trung
Quc, m cc nhn hng nc ngoi (c, M,) cng xm nhp vo th trng
ny.
in hnh l cc nh sn xut ni a: Hong King Group Ltd, Vi hn 10
nm kinh nghim trong ngnh cng ngh gia dng cho nh bp, v s u t mnh
vo R&D (1 triu $ t nm 2001), Hong King hin ang rt pht trin khng ch
trong nc m cn xut khu ch yu qua ng u, Bc M, Chu c,
Ngoi ra cn c cc nh sn xut Ningbo Ambel Household Appliance Co.
Ltd, Henan Longrun Agricultural Technology Co., Ltd, V cn rt nhiu nh sn
xut trong ngnh Dng c gia dng nh bp, nhng a s cc sn phm u ch yu
xut khu sang th trng chu u, chu M, Ngoi ra, cc nh sn xut Trung
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Quc ch trng vo cc my sy ln, cng ngh cao, dng cng nghip l ch

yu.Vy nn cc my sy dng gia nh nh, t tiu chun cha tht s nh mnh
Trung Quc.
IR D5 c nh gi cao khi lt top 10 sn phm my sy rau c tt nht
th gii 2015, v t 3 gii thit k ln ( Red-dot Design Award 2015, IF Design
Award 2015, v ng nht trong 17th Brand Rising Star Award 2015). Vi s tip
cn cng ngh nhanh, tin tin t Internet th ngi dn s bit n thng hiu ny
v cng dng m sn phm IR D5 em li.
Phn tch sc ht
Mc

Nhn

Tiu ch nh gi
--

++

nh

c tnh th trng

- Tng trng nhp khu

- Kh nng d on c

NK
- Mc phn khc th

trng

- Tnh nhy cm,

Tiu ch nh gi

Mc
--

iu kin cnh tranh:

17 | P a g e

Nhn
+

++

nh

INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

- Mc tp trung ca ngnh ni
a.

- Mc tp trung cc doanh
nghip xut khu.

- Tnh phc tp ca h thng

phn phi.

- e da cho k thm nhp mi.

Trong s nhng ngi tr li cuc thm d, 56% nhn nh hot ng kinh

doanh ca h ti Trung Quc ngy cng kh khn hn, tng thm 5% so vi nm
2015 ; 57% cho rng cc php ch v mi trng c p dng chng cc doanh
nghip nc ngoi ; 70% cm thy khng c cho n nhit tnh nh cch y
10 nm. Trung Quc ang mt dn kh nng cnh tranh do lng ca ngi lao
ng tng cao v gi bt ng sn ngy cng t.
Cng vi s hu thun ca chnh ph cho cc DN trong nc, cc DN nc
ngoi ngy cng e ngi vi th trng Trung Quc. Cha bao gi Trung Quc chng
kin ln sng cc DN trong nc thu tm DN nc ngoi, vi cc thng v thu
tm (M&A) tng chng mt nh trong nm nay (2016). th, theo s liu ca B
Thng mi Trung Quc a ra, ch trong 6 thng u nm 2016, cc tp on
Trung Quc b ra 134 t USD mua bn. sp nhp cc DN nc ngoi. Con s
ny vt qua tng mc M&A ca c nm 2014 v 2015 cng li.

Tiu ch nh gi

Mc
--

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Nhn
+

++

nh

INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

iu kin kinh t v ti chnh:

- Tp qun nh qun ngnh

hng.

- iu kin thanh ton.

- Tnh tng ng tin t.

- Thu sut v ph.

- Nhu cu ti chnh u i.
- Tnh trng ngoi hi.
- Chi ph kinh doanh,

Trung Quc hin ang hn ch thanh ton bng tin mt. H thng thanh ton
ang rt pht trin, ng ch l tt c cc h thng th ni b ngn hng c
kt ni vi h thng th lin ngn hng h thng ca China Union Pay (CUP). Tn
Hoa x dn s liu t Tp on China UnionPay (CUP) cho bit trong Tun l vng
2016(1-7/10), tng gi tr giao dch bng th thanh ton c thc hin thng qua
h thng CUP trn ton Trung Quc t 570 triu lt giao dch, t t l tng
trng ln lt l 36% v 14% so vi cng k nm 2015.
http://bnews.vn/trung-quoc-thanh-toan-bang-the-ngan-hang-cao-ky-luc-trongtuan-le-vang-2016-/25911.html
Thu sut trung bnh cho hng ha nhp khu khong 9,8%, cc mt hng
cng nghip trung bnh khong 8,95%. i khi, cc cng ty xut khu nc ngoi
c th s gp mt s kh khn do vic p dng khng thng nht v phn loi thu

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quan, thu sut v qun l nhp khu ca cc nhn vin hi quan a phng.

Mc

Nhn

Tiu ch nh gi
--

++

nh

iu kin kinh t v ti chnh:

- Tnh n nh chnh tr

- Hp ng ha thng mi
- Php l cho mi trng/tiu
dng

- Thnh lp v cp php
- Quy nh v u t nc ngoi.
- Quy nh php l v lao ng,..

Trung Quc theo ch x hi ch ngha, chnh ph kim sot cht ch trong vn

an ninh nn Trung Quc kh n nh, t xy ra bo ng hay khng b. Chnh
ph Trung Quc lun to iu kin cho cc doanh nghip nc ngoi trong cc lnh
vc cng nghip k thut mi.
Nhn xt:
Nhu cu ca th trng Trung Quc rt a dng v c xem l th trng d
tnh do c nhiu tng lp dn c khc nhau, c mc thu nhp cng khc nhau
v Trung Quc c tc pht trin ca tng khu vc, tng vng chnh lch
nhau rt r.

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Th trng Trung Quc c c trng l chp nhn s tn ti ca hng ha

nhiu quy cch v cht lng khng nh nhau, v mc gi c th cch nhau
hng chc, thm ch hng trm ln
Ngi Trung Quc rt nhy cm vi gi c v thng chn sn phm r, tuy
nhin khi b tc ng bi cc dch v hu mi tt hn hay cht lng cao
hn, h sn sng mua gi t hn. Do trnh pht trin v nhu cu, ngi
Trung Quc cng rt a chung sn phm cng ngh cao nhp ngoi.
Kh nng cnh tranh ca doanh nghip
Mc

Nhn

Tiu ch nh gi
--

++

V qun l

- ngun lc qun l.

- Kh nng lin kt m rng.

- Kh nng h tr hiu qu ca

cc t chc.
V th trng
- Kh nng thch ng.

- Hiu qu trong phn phi.

- Cc nh gi thch hp.
- Nng lc qung b.
V cng ngh

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nh

INERTNATIONAL MARKETING

IR-5 FOOD DEHYDRATOR

- Kh nng pht trin / thit k

- u t k thut va .

- Kh nng h tr dch v/KH

- rng dng sn phm,

V sn xut

- Tnh hiu qu v CP iu hnh

- Quy m hot ng

- Tnh ng nht kim sot CL

- Kh nng Logistics,

Lequip l cng ty chuyn thit k, sn xut v thng mi hng u trong

lnh vc gia dng nh bp ti Hn Quc.V th, Lequip t tin rng s kh
nng pht trin, thit k, k thut.Tuy nhin, ln u tin xm nhp vo th trng
ny, nn cha pht trin nhiu sn phm.Nhng vi kinh nghim tng xut khu
sang cc th trng kh tnh nh M, EU, Lequip tin rng kh nng logistics,
kim sot cht lng,Lequip hon ton c th qun l c.

g. Quyt nh nn thm nhp th trng nc ngoi

Tnh hp dn ca th trng:
Chnh ph Trung Quc kim sot t nc kh an ton, nn t xy ra cc
cuc bo ng, chin tranh hay khng b nh cc nc Trung ng.
Tc nhn kinh t:

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GDP trn mi ngi Trung Quc khong 4.644 USD.tng lp dn c khc

nhau, c mc thu nhp cng khc nhau v Trung Quc c tc pht trin ca tng
khu vc, tng vng chnh lch nhau rt r.
Tnh hp dn ca th trng:
Yu t ln cn: V mt a l, 2 nc Trung Quc v Hn Quc c quan
h lng ging vi nhau. Xut khu s thun tin hn
Li th cnh tranh:
IR D5 thit k p, sang trng, hin i, rt ph hp vi gii thnh th snh
iu Bc Kinh v Thng Hi (Cc gii thng m IR D5 t c).
IR D5 c cht lng tt, tiu chun xut khu sang cc th trng
kh tnh Chu u, Chu M.
Cng dng c bit ca IR D5 m cha sn phm no Trung Quc c th
p ng c. l 2 ch sy trong 1 chic my Solar mode v Shade mode
Hnh nh thng hiu tt

h. Phng php thm nhp th trng

Vi nhng iu kin phn tch trn, LEQUIP quyt nh thm nhp th
trng Trung Quc bng phng thc xut khu trc tip.LEQUIP tin hnh thnh
lp t chc bn hng ring v giao dch trc tip vi khch hng nc ngoi thng
qua t chc ca mnh.v kim sot trc tip th trng mc tiu. Vic la chn
phng thc xm nhp vo th trng mc tiu bng phng thc ny, bi cc iu
kin sau:
Ch ng tm kim, khai thc cc thng tin khch hng mc tiu p ng
cc nhu cu ca th trng Trung Quc.

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Gim cc chi ph trung gian, nng cao sc cnh tranh, t ti a c li

nhun.
Nng cao hiu qu trong m phn v giao dch dn ti nng cao hiu qu
kinh doanh.
Doanh nghip c th khng nh c thng hiu, nng cao uy tn v v th
ca mnh
LEquip Lin h trc tip v u n vi khch hng, vi th trng, bit
c nhu cu khch hng v tnh hnh bn hng do c th thay i sn phm v
cc iu kin bn hng trong trng hp cn thit.
Bn cnh , LEuip gp cc kh khn sau:
i hi chi ph cao v ngun lc ln pht trin th trng.
Cn t am hiu v khng am hiu hnh vi tiu dng ca khch hng.
Khng nm bt c thng tin th trng v cc i th cnh tranh
Chu trch nhim trong bn hng, cng nh dch v khch hng

III.

K HOCH MARKETING QUC T HN HP

1. SN PHM
Sn phm IR D5 Food Dehydrator l thit b in t nh bp, c kinh
doanh ti th trng ni a Hn Quc. Dng sn phm ny c u t nghin cu
v pht trin mi, l dng sn phm mi nht ca cng ty c pht minh ra mt
ln u tin vo nm 2014 v t mt s gii thng v thit k IF design awards
2015, Red-Dot design awards 2015, IDSA awards 2015.
Chin lc thm nhp vo mt th trng mi nh Trung Quc vi sn
phm IR D5 Food Dehydrator. Chnh sch v sn phm c quyt nh l

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mang sn phm nguyn bn n th trng nc ngoi hay product extension.

Bi:
y l mt sn phm v in t nh bp, qu trnh nghin cu v thit k l
mt qu trnh di.
Hu ht tt c cc thit b in t u c th c s dng n tt c mi
ngi trn ton th gii, khng phn bit tui tc, dn tc, tn gio.
V l sn phm in t, v cng ngh phi c cp nht lin tc trn phm
vi ton cu.
V vy la chn tiu chun ha sn phm phc v tt c cc th trng
m cng ty hng n theo nh hng sn phm ton cu

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Phn tch cc thnh phn sn phm thch ng

a. Thnh phn ct li
Sn phm nn:thit b gia dng in t, my sy thc phm gia nh.
c im thit k: c thit k sang trng, nh gn hnh hp vung, c
thit k cong, khng gc cnh, rt thm m, vi np kht v cong, c ng m
nh mt cch ca ln c th quan st tt c nhng b phn bn trong, c nhiu khay
ng dn tri thc phm, c nh sng v dng in tch hp c thit k thay
th cho nh sng mt tri. Thit k logo thng hiu mu en nht, nm chnh gia
nn trng rt tinh t.
c im chc nng: dng sy kh thc phm ti t tri cy, rau c, n
tht c th dng lu hn v ch bin mt s mn n khc.

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b. Thnh phn bao b

Nhn hiu: IR D5 Food Dehydrator l tn gi k thut ca sn phm ny
trong danh mc sn phm ca cng ty, vi mt nhn dng cc ch ci ting anh v
latin k hiu, ph hp vi mt sn phm ton cu, tn nhn hiu c ngha lin
quan n cng dng v chc nng ca sn phm.
Thng hiu: LEQUID l mt thng hiu uy tn n t hn quc, thng
hiu ny sn xut v thit k nhng dng in t nh bp c o, mi l, sng
to t c cc gii thng v sng to v cc sn phm c nhng c im nh
p, sang trng, tinh t nh nhng, ng phong cch ca mt sn phm n t Hn
Quc.
Kiu dng: Hnh hp vi cc cnh cong, nh nhn c bng mt ni cm in.
Mu sc trng en l mu ch o, mu sc th hin c s qu phi, ng cp
trong thit k sn phm.Cc phm chc nng u c ch thch bng ch ting anh,
ch trng trn nn en rt d nhn.
Bao b: Hp carton giy cng mu trng vi hnh nh sn phm c chp
nguyn bn ra bn ngoi. Cng vi logo v tn thng hiu c ghi to gc
trn.Cc mu xp c 4 gc ca sn phm bo v trong qu trnh vn
chuyn.Thay th bao b c th hin bng ngn ng ting anh sang song ng
anh- trung ngi dn c th hiu hn v sn phm, bi v ngn ng quc t
t c dng ti quc gia ny tuy nhin khi song ng vn th hin c y
l sn phm quc t.
Cht lng: c nh gi l cht lng cao v chuyn mn, v hiu qu
hot ng ca sn phm cho ra c cc thc phm nh cam kt v gii thiu.
Cn vi cht lng theo nhn thc th trng quc t, c cng nhn ti nhiu th
trng ln nh EU, Australia, M Tuy thng hiu cha c ph bin rng ri
nh mt vi cc thng hiu quc t ln nh LG, Samsung,, nhng l thng
hiu c nh gi cao trong th trng ni a.
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Gi: iu chnh da vo cc yu t v chin lc nh gi ca i th cnh

tranh, v gi ca cc sn phm c nhng chc nng tng ng c bn trn th
trng, yu t v phn ng v gi ca khch hng, v yu t cc chi ph khc nhau
gia ni a v nc ngoi.

c. Thnh phn dch v b tr

Sa cha v bo tr: c lin kt sa cha ti tt c cc ca hng v
nh phn phi trn ton quc.
Lp t: sn phm l sn phm cng ngh c lp t sn hon chnh ri
mi ng vo thng, v vy khng cn tn cc chi ph v dch v lp t khc.
Bo hnh: sn phm c bo hnh 1 nm cc trung tm bo hnh
c lin kt t cng vi cc nh phn phi ln, i din thng hiu Lequip.
Hng dn: giy hng dn s dng c vit chi tit v c iu chnh
thay v gm ting anh v ting hn th c thm vo ting trung khch hng d
dng s dng, v hi lng vi s hiu bit v thch ng ca thng hiu.
Ph tng: c cung cp cc ph tng nh bao tay kp nha dng ly
cc khay trong my ra ngoi m khng b nng, c bc ni long v bn trong
sn phm.
Giao hng: lin kt vi cc ca hng cc nh phn phi thun tin vi
dch v giao hng khi khch hng mua ti ca hng, hoc lin kt vi cc dch v
giao hng khi khch hng mua qua knh online, m bo hng c giao nhanh
nht.

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IR-5 FOOD DEHYDRATOR

CC CHIN LC SN PHM QUC T

a. Tung sn phm v s chp nhn

y l mt trong nhng l hi ln nht ca Trung Quc, ngi dn tiu xi
v mua sm rt nhiu chun b n nm mi.
Cc mn n ph bin trong nhng ngy ny nh l cc loi mt tri cy, mt
hoa,
V sau nhng dip l, lng tri cy ti d tha rt nhiu v d b h
V vy y l thi im l tng a ra sn phm my sy thc phm
thu ht v nh vo nhu cu ca ngi tiu dng.

b. Ti xc nh vic kinh doanh

Nhu cu v hnh vi tiu dng sn phm l sy kh thc phm ti t tri
cy, rau c, n tht c th dng lu hn v ch bin mt s mn n khc, ln
men kimchi, rau c hoc lm yogurtTuy nhin th trng trung quc th h cn
dng sy kh v lm thuc ng y ung, hoc ung tr, v lm mt s cc
bin th khc.
To lc y nng lc
thm nhp th trng, cng ty cn xc nh nng lc cnh tranh
hay nng lc ct li: my sy IR D5 l sn phm c cng ngh duy nht,
c tch hp hai ch sy bng nng lng mt tri (solar mode) v ch
sy bng bng rm (shade mode) cng vi mt s gii thng t c
trong nm 2015 v thit k mi l, c o, v sn phm c cht lng hiu
sut lm vic tt. Vi nng lc ct li y nh n by, khi thc y vic
nghin cu pht trin sn phm mi, cng vi tng cng truyn thng cho
sn phm th s tt yu mang n hiu qu kinh doanh cao hn.

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Am hiu cu trc th trng sn phm

Th trng sn phm i vi gia dng i vi th trng hn quc
hoc l th trng nc ngoi nh Trung Quc bao gm nhiu sn phm khc
nhau vi nhiu cng dng khc nhau, rt a dng. Tuy nhin th trng ni
a c nhiu thng hiu pht trin, thit k cng nh rt hay sng to ra
nhng dng, my mc thit b cho mt cuc sng d dng. V cn hay
tch hp cc chc nng to ra nhng sn phm a nng rt c a chung
trn th trng. Nhng thng nhng sn phm a nng th hiu sut cht
lng trn mi chc nng khng c cao v hiu qu nh l cc sn phm
chuyn dng. Th trng nc ngoi trung quc, y l mt th trng sn
xut hng nhi, hng gi rt nhiu, th trng ny c xu hng sn xut cc
thit b vi gi r bt ng, chnh v vy hnh vi tiu dng ca ngi dn nc
ny l chn nhng thng hiu uy tn, v gi va hoc cao ty theo ti tin,
v c vn ha nh gi thp cc mt hng c gi r. V sn sng b tin mua
cc sn phm c gi cao hn nhng cht lng, thng hiu tt.

2. GI
C nhiu nhn t nh hng n vic nh gi mt sn phm khi thm nhp
sang mt th trng mi, bi c nhiu chi ph v yu t pht sinh thm khi ta bt
u dn chn sang th trng khc, nh yu t v vn chuyn qua bin gii hay u
t sn xut mi ti th trng nc ngoi, chnh sch thu ca chnh ph, xy dng
u t mi h thng phn phi hay hp tc lin kt, chin lc marketing ca cng
ty l th phn hay li nhun, t gi hi oi khc nhau gia hai ng tin. V bn
cnh cn cn nhc n gi c cnh tranh. Tuy nhin, ba yu t quan trng nht
cn c cn nhc, v hiu r a ra nhng c s nh gi l i th cnh
tranh, phn ng ca khch hng, chi ph khc nhau gia cc th trng.

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i th cnh tranh
Microwave oven: gi dao ng trong khong $30-$35, nhng phn
ln l cc my ch chuyn dng cho vic hm nng n. Chc nng sy
cn m nht v khng c hiu.mt khc, trong my micrswave khng c
nhu ngn cha, nu ngi tiu dng s dng my sy th s lng cng
rt t dn n phi s dng nhiu ln mt thi gian cng sc.
2 slide electric bread toaster: gi dao ng trong khong $55-$65.
Nhng cng ch chuyn dng cho vic nng bnh m khng c thm chc
nng sy rau c.nhng nu ngi tiu dng s dng sy thc n cng s
tn cng v mt thi gian do my c thit k ch dng ring cho vic nng
bnh
Ring c my Matsushita (Panasonic) SD-PM105 gi ln n khong
$230 (http://item.jd.com/985288.html) c chc nng lm bnh m nhng
thit k bn trong cng ch c th sy 1 t rau c nu ngi tiu dng mun.
Nhng so ra thit k cng nh cng dng th my sy IR-D5 cng hn hn.
Thit k nh gn, bn trong my c cung cp thm cc khay gip ngi
tiu dng d dng hn trong vic xp thc n v lng thc n sy 1 ln cng
nhiu hn, tit kim c thi gian, chi ph in. ngoi ra IR-D5 dng
iu khin ch vi duy nht mt chic nt xoay trn my, ngi tiu dng ch
vic xong n nhit mong mun my s t ng iu chnh nhit c
th ra c mn sy va n nht, ph hp vi mc ch s dng cng nh
khu v ngi tiu dng. Bn cnh , IR-D5 ngoi chc nng sy cn c
tch hp thm vic ln men, ngi tiu dng rt d dng tho ri cc khay
khng g bn trong my, s dng ton b din tch bn trong t nhng
chic h lm nn mn yogourt, hay cc mn ngm m khng phi bt k mt
chic my nng hay microwave c th lm c.

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Chi ph
Vi hnh thc nh gi da trn vic sn xut nc ngoi v a
hng qua bin gii, cng vi vic phn phi trc tip n cc i din thng
mi, cho thy c bin ph th trng nc ngoi v bin ph ni a l
khc nhau bi chu tc ng t cc yu t khc nhau nh thu quan, t gi
1CNY= 165.46 won, cc chi ph v gi thu nhn cng, lao ng khc
nhau.
Phn ng ca khch hng
Ty theo iu kin v vn ha ca mi th trng m mc tiu v
chin lc khc nhau. Th trng vn ha Trung Quc c nh kin v nhng
sn phm gi r v vy ta cn nh gi cao, v hn mc trung bnh ca
nhng sn phm cng ngh bnh dn. Cng vi kh nng chi tr cho cc sn
phm cng ngh ca nhng ngi dn ti hai thnh ph ln, vi t th rt
sn lng, nht l nhng sn phm cng ngh mi. Tuy nhin h cng rt nhy
gi, v thch gi r, tuy nhin nu c hu mi tt hoc cht lng tt, h sn
sng mua.
Sn phm IR D5 c gi ti hn quc l $316. Vi nhng yu t trn, gi theo
chin lc Adaptation pricing s l gim gi hn so vi ni a c th cnh
tranh v hp l so vi th trng vi nhng sn phm tng ng kh r th
trng ny.

3. PHN PHI
Nhn t nh hng n hoch nh chin lc phn phi:
Chi ph:
Vi lng chi ph hay ti tin c hn v thi gian mong mun a sn
phm vo th trng m quy m v phng thc phn phi c xy dng
ph hp. Bi mt sn phm no mun thm nhp th trng cng mun bn

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nhiu v c mt ti tt c cc k hng trn ton quc. Tuy nhin vi ngun

lc ti chnh mnh, cng nh mt thng hiu quc t ln mnh mi
kh nng lm c vic . V vy khng ging nh cc cng ty a quc gia
hot ng trong nhiu lnh vc khc nhau, Vi cng ty LEQUIP hp tc qua
cc trung gian, l s la chn hp l hn cho mt sn phm mi ca mt cng
ty mi trn mt th trng mi.
Kim sot:
Quy m cng ln vic kim sot hot ng v chi ph cho nhng qun
l c c mt h thng phn phi hiu qu l mt cng vic ht sc kh
khn . V vy chn la mt knh phn phi ngn, nhng kim sot cht ch
cc trung gian, i din ca cng ty mang n mt hiu sut phn phi
lin tc v cht ch.
Cam kt:
Vi mc d kin bao ph ti 2 thnh ph ln Trung Quc, c
mt ti hu ht cc nh phn phi chnh v nh phn phi l v gia dng
l phm vi m cng ty mun hng n.
Bn cht th trng
Vi tnh hnh chnh tr n nh, to iu kin cho cc doanh nghip
nc ngoi ti th trng ny.
i vi hnh vi mua hng dng in t thng mua hng nhiu qua cc
knh online, nht l cc thnh ph ln v nhp sng tp np vi v dnh
nhiu thi gian cho cng vic v iu ny lm cho h thng giao hng y
rt pht trin, t giao hng thc phm cho n cc my gia dng.
Chnh v vy lin kt vi cc dch v giao hng sao cho m bo c thi
gian nhanh, v tin li bng cc phng tin xe my d dng giao nhanh v
d lung lch trong cc con ph nh ni y, li cn gim c chi ph so
vi cc xe ti ln giao hng.

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Bn cht hng ha, dch v:

Thuc tnh hng ha l thit b gia dng, hng in t, c tiu chun
ha, v d hiu cng nh d dng s dng, tuy nhin vn cn c cc nh tip
th trc tip ti cc nh bn l, thu ht khch hng quan tm, bi y l
sn phm mi.
Tuy l hng in t, nhng rt gn nh, khng qu cng knh, nn d
dng vn chuyn v d tr ti cc kho hng.
Mc tiu doanh nghip
Mc tiu ca doanh nghip trong giai on u thm nhp vo th
trng mi l m rng th phn trong mt quy m nht nh, ti nhng khu
vc nht nh, bn cnh to c ngun li nhun cho doanh nghip.
Chin lc v mc tiu s thay i theo tng giai on pht trin ti th trng
ny.
Chin lc phn phi: chin lc phn phi sn phm thng qua i din
thng mi. Cc i din thng mi ny s thay mt cng ty sp xp vic bn
hng nc ngoi, lin kt vi cc nh phn phi v cc nh bn l nc ngoi, xy
dng mng li trang web online, a hng ha n tay ngi tiu dng.
Cc tiu chun phn phi
Xc nh knh trung gian, m t knh
Chiu di knh gm: nh sn xut i din thng mi cc nh
phn phi ln, nh bn l ln nh trung tm thng mi, siu th ln, siu th
in my gia dng ln nh Bc Kinh c TTTM Golden Resources Mall,
Thng Hi c Pearl Plaza
Nhim v ca nh sn xut l xut khu, vn chuyn hng qua bin gii, m
bo hng ha c vn chuyn lin tc v p ng nhu cu ca cc nh
phn phi v th trng. Tip theo quy trnh ny l i din thng mi s
sp xp, qun l h thng phn phi ca cng ty v lin kt vi cc i ng
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bn hng, i ng marketing xc tin, truyn thng ca cng ty t c

nhng chin lc, danh s, mc tiu m cng ty t ra.
Knh phn phi online
i din thng mi xy dng trang web mua hng online, lin kt vi
cc knh online c uy tn v ph sng nhiu Trung Quc nh:
Tmall.com: knh ny trc y l Taobao Mall, l mt website Ting
Trung bn l trc tuyn theo m hnh business-to-consumer (B2C),
tch ra t Taobao, hot ng Trung Quc ca Alibaba Group. y
l mt trong nhng knh B2C rt ni ting v thnh cng Trung
Quc hin nay.
JD.com hay l Jingdong Mall: JD sm sm a dng ha trn nn
tng B2C, vi cc mt hng tiu dng, bn my nh, in thoi thng
minh, my tnh v gi y hu nh tt c mi th. JD kim sot
khong 19% th trng B2C ca Trung Quc.
Suning: l cnh tay thng mi in t c lc cho cc nh bn l v
my tnh, truyn thng v in t tiu dng Trung Quc. Nm 2013,
cng ty ny cho php bn th 3 bn cc sn phm ca mnh
website ca Suning. Suning kim sot 3% th trng B2C ca Trung
Quc
Trn y l 3 website ni ting nht Trung Quc. Cng ty s tin hnh tp
trung qung b cc sn phm trn cc trang ny cho khch hng ca cng
ty chng ta c th d dng mua sm sn phm ca chng ta.

4. PROMOTION
Vi mt nn vn ha rt lu i nh trung quc, cch thc giao tip gia
ngi tip th v khch hng thng qua mt mng li dy c v cc chun mc
vn ha cng nh cc hnh vi vn ha tip nhn, thc v cc truyn thng v quan
nim xa nh gn lin vi ngi dn th trng ny. V vy phng thc truyn

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t thng tin khng cn l nhng phng thc ni a na, cn c sa i

p ng v thch nghi d dng c n nhn th trng trung hoa ny.

Chn chin lc qung b quc t a phng ha

Nhn t nh hng truyn thng quc t
Vn ha
Vn ha n ung, cng nh ch bin cc loi thc n khc nhau.
Khng th gi qung co nu nng thc n nh ti nc nh, cn thay i
nh l nhng mn ch tri cy t cc ht to kh, ht sen cng l nhng
mn n rt ph bin Trung Quc hay l cc mn xo chua ngt phi nu
vi cc loi t kh cng l mt mn n c trng ti nc ny.
Cn mt thi quen t thi c xa l vn ha ung tr, v ung tri cy
phi c phi kh, sy ri ngm, rt nhiu cng on cho ra mt mn
tr thm ngon. Cng l mt nhn t quan trng th hin trong nhng on
qung co cho sn phm.
Cn c vn ha thch xi ngoi hn l sn xut trong nc hay
cn c gi l snh ngoi.
Vn ha khng nh gi cao nhng mt hng r tin, v c hnh vi
nh ng nhng r tin l khng tt. V vy c mt s thng hiu
tht bi trong vic iu chnh gi th trng ny.
H cn quan tm n nhng con s may mn nh l 8, 11, 13, 15, 16,
17, 18, 25, 19, 31, 33 v rt cm k nhng con s nh s 4, 14. V vy nh
tip th cn ch k hiu cc m, gi c, hay khuyn mi thun li trong
vic phc v khch hng
V vn ha tnh hung c xp vo cc quc gia high context: li
ni, tnh hung, thng tin phi c a ra mt cch tinh t, n d. Ch trng
ngi ni v mi quan h gia cc bn, t ng th hin vai tr ca ngi,
mi quan h vi nhng tng lp khc trong x hi.
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Ngn ng:
Ngn ng c th hin qua sn phm nh cc phm bm l ngn ng
ting anh thy c mt sn phm ton cu, chuyn nghip nhng vn c
hng dn bng ting trung ngi dng d dng s dng sn phm hn.
Tuy nhin, cc cu khu hiu slogan ca cng ty nh Life in healthy
balance c th vn gi nguyn bn ca n, bi khi dch sang mt ngn ng
khc, khng c sung v hay cng nh gi trn vn ngha ca n.
Tuy nhin cc qung co cn c s dng ngn ng a phng,
hoc hn ch ni, ch th hin bng hnh ng hoc hnh nh.
Gio dc
Trnh gio dc cc thnh ph ln rt cao, h thc c s chn
tht hay phng i ca vic qung co sn phm. V vy cn c nhng on
qung co hoc l nhng thng tin chn tht v gn gi nht thy c s
hu ch trong cuc sng ca h.
S pht trin kinh t
Tc pht trin kinh t hai thnh ph tp np nht trung quc l
rt nhanh, mi nm dn khp c nc, cng vi ngi nc ngoi n y
hc tp, lm vic, sinh sng rt nhiu.Vic bun bn cng tr nn cnh
tranh gay gt tuy nhin kh nng mua hng ca ngi dn lun nhiu v rt
nhiu nhu cu.
Nhng cng v s pht trin v kinh t ni chung v v cng ngh
thng tin ni ring lm cho chi ph v qung co truyn thng kh t
nhng thnh ph ny.
Vi chi ph c hn, cn nhc gia cc knh, v ct gim bt nhng
chng trnh qu t nhng hiu qu cha cao.
H tng c s truyn thng
c u t v pht trin mnh m ti cc thnh ph ln ca Trung
Quc, l mt trong nhng cng c khng th thiu ngy nay. c u t
vi nhng s vn khng nh cc knh truyn hnh cp hay truyn hnh quc
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gia y, vi nhng chng trnh hp dn, nhng b phim bom tn vi

nhng lt xem rt cao l nhng cng c thun li cho cc nh kinh doanh
nc ngoi a ra cc qung co ngn ngi trong sut thi gian chiu nhng
b phim bom tn hoc cc chng trnh gameshow ni ting.
Quy nh chnh ph
Vi nhng quy nh v vn ha bo v phong tc, tp qun, tn
gio, nh hng n tr em, cng nh quyn li ca ngi dn trong thi
lng chiu qung co trong mt gi, thng th trung bnh c mi 10 ting
th c 3 ting qung co.
Quy nh ca chnh ph v vic qung b hnh nh qua cc knh
internet c kim sot v nghim cm mt s cc yu t lin quan n
nhng hnh nh v chnh tr, quc gia, dn tc, v mt s cc yu t khc.
Chin lc ko khch hng hng n sn phm thng qua cc hnh thc
nh qung co, quan h cng chng v khuyn mi. Sn phm l mt thit k mi
sang trng, thng hiu uy tn, cht lng cao, l nhng yu t ct li cn c reo
rao n tai v mt ca ngi tiu dng, gy t m, kch thch tiu dng sn phm.
Vi hnh thc qung co hiu qu th trng Trung Quc nh:
Qung co trn mn hnh tivi LCD nhng ni cng cng v c thc hin
ti cc thnh ph ln c h thng truyn thng v pht trin mnh, l mt
phng thc hu hiu chng t c mt thng hiu ln mnh. Bn
cnh hnh thc qung co qua cc mn hnh focus kh c hi lng
Trung Quc trong thi gian h i thang my trong nhng ta nh cao tng,
thng th Trung Quc, vic b ra vi pht i thang my c th khin
khng t ngi bc mnh. V chnh v vy h coi l mt th gii tr c
mong i.
Trung Quc, Truyn hnh Trung ng Trung Quc (CCTV) l ni ht
nhiu chi ph qung co nht. Nhng mc d CCTV c th gi cc thng
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ip qung co ti 450 triu h gia nh Trung Quc, phn ln trong s

ny l tng lp bnh dn v c l h ch n qung co ca nhng sn phm
thng dng ch khng phi l mt thng hiu t , sang chng no .
Nhng v y l cng c t nn cng ty s s dng qung co thng qua
cc knh mua sm truyn hnh, bi v knh ny va ph hp nhm vo cc
i tng ni tr quan tm n sn phm, n hng dn v i su vo s
dng thc hnh cc sn phm nn mang tnh chn tht v gim chi ph hn.
Cng c TVC qung co phi c thy s khc bit, v thu ht li ko bi
y l mt trong nhng cng c t gi, khi nh v mt thng hiu hay mt
sn phm. Nu nh i vi cc TVC qung co Hn Quc bng nhng hnh
nh nu nng, t ch bin chuyn nghip cc sn phm v tri cu sy, cc
nguyn liu sy cho ra cc mn n nh lu, canh, hm rt d dng, thun
li v thu ht th cn c i mi khi a ra cc TVC qung co cho th
trng Trung Quc, l a ra cc yu t c trng, s dng cc hnh nh
v nhng b phim c trang ni ting m ai cng bit nh b b kinh tm,
hon chu cch cch chnh l nhng b phim ni ting trong vic sy
cc hoa qu lm mn trng ming, sy cc loi hoa lm tr, cc loi
tho mc cy lm thuc ng y
Nh c cp n trong tm l ca khch hng mc tiu, h rt thng
s dng cc knh mng x hi nh gi v mua sn phm, v vy a ra
cc chng trnh qung b thng qua cc knh nh lin kt vi cc Bloger,
Vloger nhng ngi thng xuyn vit nhng cng thc nu nng, hoc l
t quay nhng clip nu nng hng dn v c lt quan tm, hoc lt
view cao gin tip qung b v sn phm. a ra nhng hnh nh hay clip
qung co vo trong nhng mng x hi nh weibo. o to mt i ng
chm sc khch hng, gii p thc mc review v sn phm qua cc trang
web bn online nh Tmall.com, JD.com, suning

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Quan h cng chng cng l mt trong nhng cng c li ko khch hng,

v nng cao gi tr thng hiu th trng ny. Bi, nng lc ct li v sn phm
sn sng, v cng vic cn c thc hin l qung b hnh nh v thng hiu
cnh tranh vi cc thng hiu ln, l nhng cng vic tt yu phi thc hin
Trung Quc.
Vic ngi dn Trung Quc rt thch cc ngh s Kpop, h thng mua cc
bn quyn phim nhng b phim bom tn, gy no ng th trng in hnh
nh cc b phim mi ni nh hu du mt tri, the K2 cng nhng
hot ng ngh thut rt nhiu ca cc ngh s hn quc t nc ny, l
mt trong nhng yu t khng th b qua a ra cc chng trnh ti tr,
ng ti tr cc chng trnh ngh thut, trao gii ln, cc hp bo phim, v
cc chng trnh giao lu vn ha, cuc hp fan metting,
Bn cnh nhng vn x hi nh l thc phm bn, nhim rt nhiu
nh hng n cuc sng, sc khe ca con ngi, gy ra nhng vn ,
tranh ci hoang mang trong x hi. Trn nn tng bc bi ny, a cc
chng trnh xy dng thng hiu, nh vic khi mua mt sn phm ca
Lequip bn ang ng h xy dng mt chng trnh thc t v x hi ch
s dng nhng thc phm xanh, sch v khe.
Ngoi ra, ty vo cc ma, cc dp l ln trong nm, a ra cc chng trnh
tch ly, chng trnh khuyn mi nhn c cc voucher, v xem ca nhc
Kpop, hoc s dng cc dch v nh hotel, khch sn, hay tua du lch khi n
vi t nc Hn Quc
Bn cnh cng khng th b qua c chin lc y, a sn phm n
tay khch hng thng qua cc h thng phn phi ca hng, cng ph rng cng d
dng n tay khch hng. Bng cch thng qua cc hnh thc nh cc hi ch thng
mi, cc trin lm thng mi v gia dng ti Bc Kinh v Thng Hi v c
bit l qua i ng bn hng. V vy cng ty quyt nh o to mt lng nhn
vin, l ngi Trung Quc v nghip v bn hng, v gii thiu sn phm ti cc
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trung tm thng mi hoc cc siu th ln hoc c mt gian hng promotion c

nhn vin trc tip s dng sn phm trc mt nhng khch hng h tn mt
chng kin nhng cng dng ca sn phm thc hin chin lc ko ny.

IV.

TNG KT, NH GI
1. IM MNH (Li th cnh tranh)
IR D5 vi thit p, sang trng hin i rt ph hp vi gii thnh th Bc

Kinh v Thng Hi vi gii thng t c.

IR D5 c cht lng tt tiu chun xut khu sang cc th trng kh
tnh chu u v chu M
Hnh nh thng hiu tt trong ngnh Home appliance Hn Quc
Tnh kh thi ca vic thm nhp th trng ny c mc thnh cng cao, tng
lai cn c th m rng nhiu thnh ph ti Trung Quc hn na.

2. IM YU, HN CH
Gi thnh kh cao so vi cc i th cnh tranh ni a
Thng hiu sn phm cha c ton cu ha nh cc sn phm a quc
gia nh samsung , LG
H thng phn phi cha c ph sng, rng ln
Th trng Trung Quc c hng gi v hng nhi rt nhiu

V.

DANH MC THAM KHO

Cateora, Gilly, Graham - 2015 - Gio trnh Marketing quc t - Mc Graw Hill
Education
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http://bnews.vn/trung-quoc-thanh-toan-bang-the-ngan-hang-cao-ky-luc-trongtuan-le-vang-2016-/25911.html
http://caythuocquy.info.vn/Cay-thu%E1%BB%91c-%E2%80%93V%E1%BB%8B-thu%E1%BB%91c/cay-dia-hoang-138.html
http://www.chinadaily.com.cn/business/2016-01/21/content_23183664.htm
http://countrymeters.info/en/China
http://data.worldbank.org/indicator/SP.POP.TOTL?locations=CN
http://item.jd.com/985288.html
http://www.globaltimes.cn/content/964721.shtml
http://www.lequip.co.kr/0_LEQUIP/E/story.htm
http://www.made-inchina.com/productdirectory.do?subaction=hunt&style=b&mode=and&code=0&co
mProvince=nolimit&order=0&isOpenCorrection=1&word=microwave+oven&log
_from=1
http://www.slideshare.net/Euromonitor/consumption-of-fruits-and-vegetablesglobal-and-asian-perspective
https://www.statista.com/statistics/289186/china-per-capita-disposable-incomeurban-households/
https://www.statista.com/statistics/278568/illiteracy-rate-in-china-by-region/
http://vietnamese.cri.cn/chinaabc/chapter18/chapter180301.htm
https://vi.wikipedia.org/wiki/T%E1%BA%BFt_Trung_Qu%E1%BB%91c#.E1.B
A.A8m_th.E1.BB.B1c

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http://vinamit.com.vn/5-chien-thuat-de-thanh-cong-o-trung-quoc/
http://vinamit.com.vn/tin-tuc-chien-thuat-de-thanh-cong-tai-trung-quoc/
Phn nghin cu tm l khch hng c ly t bo co: Chinas Middle Income
Consumers ca CBBC.

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