B GIO DC V O TO

TRNG I HC NGOI THNG

L BO V LUN VN THC S
QUN TR KINH DOANH

TI:

CC GII PHP TNG CNG TNH CNH TRANH CHO

SN PHM CNG NGH IN T VIN THNG CA
CNG TY VNPT TECHNOLOGY TI VIT NAM N NM 2025

Chuyn ngnh: Qun tr kinh doanh - M s: 60340102

Hc vin: PHM VN THNG

Ngi hng dn khoa hc: TS NG QUC CHIN

H Ni, thng 04 nm 2016

 M U
Cng ngh pht trin nhanh chng, nhu cu sn phm cng
ngh TVT rt ln
1 Sn phm cng ngh TVT ca cc cng ty Vit Nam chu
p lc cnh tranh ln trong khi nng lc cnh tranh cn yu

Chnh ph ban hnh nhiu chnh sch h tr

Quyt nh 879/Q-TTg (Pht trin CN VN n 2025, 2035)
2
Quyt nh 9028/Q-BCT (Cng nghip ph tr n
2025)

VNPT Technology l cng ty hng u Vit Nam sn xut,

3 kinh doanh sn phm CN TVT, tuy nhin vn cn non tr,
nng lc cnh tranh ca cc sn phm CN TVT cng cha
mnh
 TI: GII PHP TNG CNG TNH CNH TRANH CHO
SN PHM CNG NGH IN T VIN THNG CA
CNG TY VNPT TECHNOLOGY TI VIT NAM N NM 2025

NI DUNG

Chng
Chng II C s l lun v Nng lc Cnh tranh ca sn phm

Thc trng v Nng lc Cnh tranh ca sn phm CN

Chng
Chng II
II
TVT ca VNPT Technology ti th trng Vit Nam

Chng Gii php nng cao Nng lc Cnh Tranh cho sn phm ca
Chng III
III
VNPT Technology ti th trng Vit Nam n nm 2025

KT LUN
CHNG
CHNG II C s l lun v Nng lc Cnh tranh ca sn phm

Khi nim:
Nng lc cnh tranh:
i vi doanh nghip, kh nng cnh tranh c ngha l
to ra nhng la chn tng trng mi, mang li gi tr
cho doanh nghip.
i vi x hi, nng cao kh nng cnh tranh l to ra
vic lm mi v iu kin sng tt hn
Cc cp ca nng lc cnh tranh
Nng lc cnh tranh cp quc gia
Nng lc cnh tranh ca ngnh
Nng lc cnh tranh ca doanh nghip
Nng lc cnh tranh ca sn phm, dch v
CHNG II C
CHNG s l lun v Nng lc Cnh tranh ca sn phm

Cc yu t nh hng n nng lc cnh tranh ca SP

Cc yu t thuc mi trng V m
M hnh PEST (P: Chnh tr, E: Kinh t, S: X hi, T: Cng ngh)

Cc yu t thuc ngnh
M hnh 5 p lc cnh tranh ca M. Porter
o i th hin ti, i th tim n,
o Sn phm thay th,
o Khch hng, nh cung cp

Cc yu t thuc ni b doanh nghip

Thng hiu Quy m sn xut
Ngun nhn lc Trnh qun l
Nng lc Ti chnh
CHNG II C
CHNG s l lun v Nng lc Cnh tranh ca sn phm

Cc Tiu ch nh gi nng lc cnh tranh ca sn phm

Sn phm

Gi sn phm

Hot ng phn phi sn phm

Hot ng xc tin

Dch v sau bn hng

CHNG II C
CHNG s l lun v Nng lc Cnh tranh ca sn phm

Chui gi tr (M.Porter)
 Thc trng Nng lc Cnh tranh
CHNG
CHNG II
II
SPCN TVT ca VNPT Technology ti Vit Nam

Gii thiu Cng ty VNPT Technology

Gii thiu
L Cng ty thnh vin ca tp on VNPT
L Cng ty c phn, thnh lp 2011 (Lin doanh vi Alcatel t 1993)
- Vn iu l: 500 T VN
- Thnh vin: VNPT (81%), VNPost, PACIFAB
- Nhn s: 700 ngi (30% l TS, ThS, KS)
- C cu t chc: Ban gim c, 10 phng/Trung Tm, 3 nh my

Lnh vc hot ng
Sn xut, kinh doanh cc sn phm cng ngh TVT, CNTT
Nghin cu pht trin v kinh doanh cc dch v Gi tr gia tng VAS
(TVT, CNTT), ni dung s
Tng thu cc cng trnh vin thng, cng ngh thng tin v truyn thng
 c im ch yu ca sn phm CN TVT t 2011-2015
Cc sn phm TVT cho nh mng Vin thng
c im
Sn phm SP cnh
Tnh nng Vng i SP tranh Phn phi Th phn
- SP Trung
Modem Internet cp Nh mng 40% th
3 nm Quc
quang ONT quang VNPT trng
- Viettel, FPT
- Viettel
Truyn hnh bng Nh mng 10% th
Internet Tivi 3 nm - FPT
rng VNPT trng
- VTV, SCTV

Cc sn phm TVT cho ngi dng cui

c im
Sn
phm Tnh nng Vng i SP SP cnh tranh Phn phi Th phn

- SP Nc ngoi (Rt VNPT

1% th
SmartPhone in thoi di ng 1 nm nhiu) VNP Post
trng
- Viettel, FPT i l, STM
- SP Trung Quc
VNPT
- Viettel 20% th
Settop-Box Truyn hnh OTT 2 nm VNP Post
- FPT trng
i l, STM
- VTV, SCTV
- Viettel D n Quc gia
Truyn hnh k 40% th
DVB-T2 3 nm - FPT VNPost
thut s mt t trng
- VTV, SCTV i l, STM
 Kt qu kinh doanh 2011-2015

Doanh thu hng nm (T ng)

3,000
2,500
2,500

2,000
1,500 Tng Doanh thu
1,500 1,375
SP nh mng VT
1,100
1,000 SP ngi dng cui
700
500 450
500 250
165 105
25 56 7 55
-
2011- 2012 2013 2014 2015

C cu Doanh thu ca cc sn phm CN TVT (trong 5 nm)

7%

33%
Kt qu K.doanh khc
61%
SP nh mng VT
SP ngi dng cui
 Cc yu t nh hng ln nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam
Chnh tr (P), X hi (S)
c im Tc ng
- n nh, an ton Rt tt cho vic u t, pht trin lu di
- Tng kh nng trng gi thu ln
- Chnh ph h tr rt nhiu cho - H tr m rng quy m sn xut
doanh nghip u t vo lnh vc CNTT - H tr qung b thng hiu, tiu th sn
phm
- Nhiu ngi dn ng h hng Vit - Sn phm tiu th tt hn d dng hn
Nam - Qung b d dng hn, tn t chi ph hn
- Kh thiu th sn phm, tng chi ph MKT, bn
- Khng t ngi dn snh ngoi
hng
- Ngi dn a s thch hng gi r
- p lc gim gi
- Mc trung thnh vi sn phm
- Chi ph chm sc khch hng tng
thp
Kinh t (E)

c im Tc ng
- GDP tng 6,5%, tng trng trong 4 nm
- CPI tng 0,6% H tr rt tt cho vic
- Lm pht c kim sot tt m rng sn xut kinh
- Mi trng kinh doanh chnh ph h tr doanh, tiu th sn
ci thin, nng cao nng lc cnh tranh quc phm
c gia
 Cc yu t nh hng ln nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam
Cng ngh (T)
c im Tc ng ln nng lc cnh tranh
- Chn linh kin u vo d, nhiu nh
- Cng ngh vi in t rt pht
cung cp
trin
- D dng trong sn xut
- Cng ngh Internet cp Quang pht trin
- Nhng n hng rt ln t VNPT
n nh im
- Nhu cu ln v Smartphone v cc dch
- Cng ngh di ng 3G, 4G
v VAS
- Cng ngh Truyn hnh KT s - Gi thu ln, d n quc gia
pht trin - Nhu cu th trng ln
- M ra nhiu nhu cu mi, s lng ln
trong cc lnh vc: Y t, Giao thng vn
- Cng ngh mi IoT
ti, Nng lng, Gio dc, Sn xut cng
nghip, nng nghip...
Ton cu ha
12 FTA vi 56 quc gia
TPP
 Cc yu t nh hng ln nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam

Yu t thuc mi trng ngnh

Khch Li th lng khch hng ln t VNPT

hng Th phn b thu hp bi Viettel, FPT...

Cng ty c phn vin thng Viettel, FPT

i th Cng ty truyn hnh VTC, An Vin...
cnh tranh SP ngoi nhp

Nh cung Intel, Broadcom, ALU, Nokia, Huawei, Oracle, IBM..

cp Vit Hng, Hng An Bnh

i th Cng ty thit b gi r t Trung Quc

tin n Cng ty SMB Vit Nam

Sn phm Vng i sn phm ngn

thay th Lin tc xut hin nhiu sn phm thay th
Cc yu t nh hng ln nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam (Tip)

Cc yu t thuc ni b VNPT Technology

Thng hiu
Tn dng thng hiu ln VNPT
Cc nhn hiu i vi tng sn phm cn yu

Ngun nhn lc, R&D (Rt mnh)

30% (200 ngi) l TS, Ths, KS cho R&D, h tr k thut
6 Trung tm cng ngh (Phn mm, Firmware, Tch hp h thng, VAS, IoT)
Hp tc chin lc vi cc nh sn xut CHIP Intel, Broadcom, Texas

Quy m sn xut ( ln)

3 nh my, 900,000 SP/nm vi 4 dy chuyn sn xut hin i
Thng 6/2016 a thm 8 dy chuyn SX mi
Cc yu t nh hng ln nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam

Cc yu t thuc ni b VNPT Technology (Tip)

Nng lc ti chnh
Qun tr tt, c bit l Qun tr Dng tin
c u i t cc ngn hng MB, MSB, Techcombank, Tin phong
Bank
Tiu ch 2013 2014 2015
Tng ti sn 2.593.839 2.622.487 3.293.837
Ti sn ngn hn 938.738 1.298.372 1.877.728
Ti sn di hn 1.610.111 1.324.115 1.417.109
Tng ngun 2.593.839 2.622.487 3.293.837
vn
N phi tr 1.620.968 1.594.114 1.701.017
Vn ch s hu 972.871 1.028.373 1.592.820
Cc yu t nh hng ln nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam (Tip)

Cc yu t thuc ni b VNPT Technology (Tip)

Trnh qun l
i ng lnh o, qun l rt tt trong ngnh TVT, c tm nhn chin
lc di hn
p dng CNTT vo qun l vi t l rt cao
p dng cc tiu chun qun l quc t cho sn xut: 5S, ISO 9001

Vn ha doanh nghip
Teamwork
Nhn vn, lnh mnh
y v vt cht, phong ph v tinh thn
Nhn vin c t ln u tin hng u (Trn c c ng)
 Thc trng Nng lc Cnh tranh
SP CN TVT ca VNPT Technology ti Vit Nam

1 Sn phm
Cht lng sn phm

Tnh cnh
Sn phm Cht lng Khc bit
tranh
- Rt tt
- Thm cc tnh
- p dng cng ngh mi
Sn phm cho nh nng qun l,
nht Rt cao
mng Vin thng khai bo tp
- n nh, t li
trung
- p
- Kh
- Cng ngh cha phi Thm cc ng
Sn phm cho Mc trung
mi nht dng phn mm
ngi dng cui bnh
- Mu m cha tht cnh min ph
tranh

Tnh a dng ca sn phm

Cn t chng loi sn phm
Cn t mu m
Mt nhiu thi gian ra mt c 01 sn phm mi
 Thc trng Nng lc Cnh tranh
SP CN TVT ca VNPT Technology ti Vit Nam

2 Gi sn phm

Sn phm Khc bit v Gi Tnh cnh tranh

Sn phm cho
Gi khng khc so vi cc Khng cnh
nh mng
sn phm cnh tranh tranh v gi
Vin thng
- Vi cc sn phm c
thng hiu: Gi thp
Sn phm cho
hn Khng cnh
ngi dng
- Vi SP cng cp, SP tranh v gi
cui
Trung Quc: Gi lun
cao hn 5% - 10%
 Thc trng Nng lc Cnh tranh
SP CN TVT ca VNPT Technology ti Vit Nam
3 Phn phi
Sn phm Khc bit Knh PP Tnh cnh tranh
Sn phm cho
nh mng Vin - Knh VNPT Rt cnh tranh (c quyn)
thng
Rt cnh tranh nhng sn phm tht
- Knh VNPT (10%
ph hp vi tp khch hng ca VNPT
D.s)
nn doanh s cha cao
- Knh VNPost (30% Knh phn phi trc tip, su rng,
Sn phm cho D.s) hiu qu, cnh tranh
ngi dng
cui - Knh i l ngoi
Cnh tranh rt khc lit
(30% D.s)

Cnh tranh quyt lit, nhng VNPT

- Cc d n quc
Technolgy cng nhn c s hun
gia (40% D.s)
thun tt
Thc trng nng lc cnh tranh ca
SP CN TVT ca VNPT Technology ti Vit Nam

4 Hot ng xc tin
Mc hiu qu - i vi
Sn phm Thc trng cc hot ng qung b
nng lc cnh tranh
Sn phm
cho nh - Khng cn qung b nhiu,
Rt cao
mng Vin chi ph thp
thng
- Ch yu tn dng cc knh
truyn thng sn c ca Rt hiu qu
cc knh ln: VNPT, VNPost
- Ch yu tp trung MKT trc
Mc hiu qu cn hn ch
tip, xc tin bn hng
Sn phm - Cha c chng trnh cho
C tc ng khng ng k
cho ngi MKT thng hiu ng k
dng cui - Thng qua cc s kin, hi C hiu qu, nhng cha
ch, trin lm ng k
- Kt hp cc chng trnh
hp tc o to, ti tr cho
C hiu qu lu di
cc trng H, Cao ng,
Ngh
 Thc trng Nng lc Cnh tranh
SP CN TVT ca VNPT Technology ti Vit Nam

Cc tn ti
i vi Sn phm
Lm ch cng ngh cn hn ch, cht lng cha tht tt
Hot ng nghin cu th trng cha c u t ng mc, SP
Cha tht ph hp vi nhu cu th trng
Thi im ra mt sn phm thng chm hn d kin
Tnh a dng ca sn phm cha p ng yu cu th trng

i vi Gi sn phm
nh gi cha chun, thng cao hn th trng
Cc hot ng ca cng ty cha c ti u, nh hng n chi
ph sn xut, chi ph bn hng, chi ph MKT lm tng gi
 Thc trng Nng lc Cnh tranh
CHNG
CHNG II
II
SP CN TVT ca VNPT Technology ti Vit Nam

Cc tn ti (Tip)
i vi hot ng Phn phi sn phm
Cha tn dng ht th mnh ca knh PP VNPT v VNPost
Cha khai thc ng k cc d n quc gia
Cha pht trin mnh knh phn phi i l (Do cha c nhiu SP,
mu m v chng loi cha a dng)
Cha m rng hp tc sn xut cho cc cng ty trong nc
u t cn t cho hot ng kinh doanh bn hng

i vi hot ng xc tin
Cha u t ng k cho hot ng MKT thng hiu
Cha trin khai lin tc cc hot ng MKT xc tin bn hng
Cha tn dng trit li th MKT ca cc knh PP VNPT, VNPost
 Thc trng Nng lc Cnh tranh
CHNG
CHNG II
II
SP CN TVT ca VNPT Technology ti Vit Nam

Cc tn ti (Tip)
Dch v sau bn hng
Bo hnh cha tht tt (H thng BH ton quc cha c)
Call Center chm sc khch hng cha chuyn nghip
Duy tr khch hng trung thnh cha tt (Hi ngh khch hng,
qun ngy l, sinh nht, thng)

Hot ng o to
Cha cung ng nhn s cht lng cho hot ng R&D, sn
xut

S dng dch v t vn, chuyn gia

Cha thu ngoi cc dch v t vn xy dng chin lc, lp k
hoch
CHNG
CHNG GII PHP NNG CAO NNG LC CNH
III
III TRANH

1 i vi sn phm
u t ng mc, c chin lc, k
Nghin cu hoch r rng
th trng C cu t chc bi bn, nhn s
chuyn
M rng trch
hp tc Q.t, chuyn giao v lm ch
cng ngh
R&D Cung ng nhn lc, o to k lng
Nm bt xu hng cng ngh, a ra SP ph
hp
a dng ha a dng chng loi
SP a dng mu m

Sn phm i km vi dch v VAS

Hi t sn phm
H sinh thi cc SP, dch v ca
v dch v
V.Technology
CHNG
CHNG GII PHP NNG CAO NNG LC CNH
III
III TRANH

2 i vi Gi sn phm
T ng ha, gim th cng
Chun ha Quy trnh qun l: 5S, ISO
Ti u ha
9001...
chi ph sn
xut S dng nguyn vt liu hiu qu,
tit kim
M rng
Tn dngquy
ccm sn
knh xut
bn hng ni b
Ti u CP
Chnh sch chit khu hp l
cho Bn hng
Chin lc, k hoch r rng
Ti u CP Tn dng cc knh MKT ni b
cho MKT Chin lc, k hoch r rng

Cc hot ng cung ng u vo, u

Ti u CP cc ra
h.ng khc
Hot ng mua sm, qun l
CHNG
CHNG GII PHP NNG CAO NNG LC CNH
III
III TRANH

3 i vi hot ng Phn phi

Khai thc th Sn phm ph hp, hi t
mnh knh Kt hp bn hng cho, MKT cho
PP ni b o to nhn s ca Knh PP ny
M rng hp tc vi cc b, ban
M rng d n ngnh
Quc gia
Thc y p dng cng ngh mi

M rng hp Sn xut cho cc cng ty kinh doanh

tc sn xut
kinh doanh dch v trong nc (VTC, An Vin...)

y mnh PP Cc i l
th trng
ngoi Siu th in my, in thoi
CHNG
CHNG GII PHP NNG CAO NNG LC CNH
III
III TRANH

4 i vi hot ng xc tin
Tn dng knh MKT ca VNPT,
Khai thc th VNPost
mnh knh MKT
Kt hp th mnh MKT ca chui,
ni b
STM

Chin lc, k hoch r rng

y mnh MKT Tng kinh ph hot ng
thng hiu
u t nhn lc chuyn trch

MKT xc tin Duy tr lin tc

bn hng Tng kinh ph hot ng
CHNG
CHNG GII PHP NNG CAO NNG LC CNH
III
III TRANH

5 i vi hot ng khc

Call Center 24/7

Dch v sau bn H thng bo hnh ton quc
hng Phn thng, qu tng (KH trung
thnh)

Pht huy vn ha ang c

Vn ha
Tng bc hi nhp quc t
CHNG
CHNG Gii php nng cao nng lc cnh tranh cho SP
III
III
CN TVT ca VNPT Technology ti Vit Nam n 2025

Kin ngh vi tp on VNPT

u t R&D, u t h tng vin thng
Thnh lp Tng Cng ty VNPT Technology
M rng quan h vi khi chnh ph

Kin ngh vi nh nc
H tr mnh cng nghip cng ngh, cng nghip ph tr
u t h tng Vin thng
H tr o to ngun nhn lc CNTT, TVT
 KT LUN
CC NG GP CA LUN VN

1 Tng hp c s l lun v cnh tranh ca sn phm

Tng hp v nh gi thc trng nng lc cnh

2 tranh ca sn phm Cng ngh in t vin thng
ca Cng ty VNPT Technology ti Vit Nam

xut gii php nng cao nng lc cnh tranh ca

3
sn phm Cng ngh in t vin thng ca Cng ty
VNPT Technology ti Vit Nam n nm 2025
 LI CM N

Tc gi xin gi li cm n chn thnh ti:

Ging vin hng dn: TS NG QUC CHIN

Hi ng chm lun vn thc s

Cc thy, c gio, lnh o c quan, gia nh bn b v ng

nghip gip tc gi hon thnh lun vn ny!