KẾ HOẠCH XÂY DỰNG THƯƠNG HIỆU ỔI HỒNG GIẤYs1.downloadmienphi.net/file/downloadfile9/213/1333587.pdf · thiệu đối tượng của kế hoạch xây dựng

I HC AN GIANG KHOA KINH T - QUN TR KINH DOANH

V VN PHI

K HOCH XY DNG THNG HIU I HNG GIY

Chuyn ngnh : Qun Tr Kinh Doanh Nng Nghip

KHO LUN TT NGHIP I HC

Long Xuyn, thng 06/2007

I HC AN GIANG

KHOA KINH T - QUN TR KINH DOANH

KHA LUN TT NGHIP I HC

K HOCH XY DNG THNG HIU I HNG GIY

Chuyn ngnh: Qun Tr Kinh Doanh Nng Nghip

Sinh vin thc hin: V VN PHI Lp: DH4KN2 - M s SV: DKN030200

Ngi hng dn : Th.S TRN MINH HI

Long Xuyn, thng 06/2007

CNG TRNH C HON THNH TI KHOA KINH T-QUN TR KINH DOANH

I HC AN GIANG

Ngi hng dn: ThS. Trn Minh Hi

(H tn, hc hm, hc v v ch k)

Ngi chm, nhn xt 1: .. (H tn, hc hm, hc v v ch k)

Ngi chm, nhn xt 2: .. (H tn, hc hm, hc v v ch k)

Kho lun c bo v ti Hi ng chm bo v lun vn Khoa Kinh t - Qun tr kinh doanh ngy .. thng .. nm

ii

LI CM N

Xy dng thng hiu l mt vn nng bng trong mi trng

kinh doanh ngy nay. Xy dng thng hiu l mt cng vic kh, hot ng xy dng thng hiu trong thc tin cn c nhiu thi gian v chi ph. Qu trnh phn tch, nhn nh nh gi v lp k hoch cho cc hot ng c th ca vic xy dng thng hiu l iu khng d lm. Nhng nh c s ch dn tn tnh ca qu thy c, s ng gp kin, gip ca bn b v s ng h ca ngi thn gip ti hon thnh tt kha lun ny.

Qua y, ti xin chn thnh cm n thy Trn Minh Hi ngi hng dn ti mt cch tn tm v cn k. Xin chn thnh cm n nhng ngi bn gip ti thc hin cc mu phng vn v thng thng ng gp kin bi vit ca ti c tt hn. Xin cm n ba m v nhng ngi thn trong gia nh ng h v ng vin ti trong qu trnh thc hin kha lun.

Mc d rt c gng hon thin cc ni dung cng nh hnh thc ca bi vit nhng chc rng s khng trnh khi nhng thiu st v hn ch. Rt mong qu thy c v cc bn gp kin kho lun c tt hn.

Cui cng, xin chn thnh cm n tt c!

iii

TM TT Ni dung ca lun vn ny gm c 6 chng:

Chng 1: Tng quan. Chng ny trnh by nhng vn tng qut ca ti nh: Gii thch nguyn nhn v sao chn ti l k hoch xy dng thng hiu i, nhng mc tiu m ti mong mun t c, cch thc tin hnh nghin cu lp k hoch xy dng thng hiu i v khng gian, thi gian ca k hoch.

Chng 2: C s l thuyt. L nhng l thuyt v thng hiu c vit t nhng tc gi c s quan tm v tm huyt vi vn thng hiu, kha lun xin lt trch lm c s l lun cho bi vit. Chng 3: Gii thiu v i rut hng - Hng Giy. y l chng i vo gii thiu i tng ca k hoch xy dng thng hiu nh: Gii thiu v cy i, th trng i, ngun gc xut x tn gi i rut hng - Hng Giy, m hnh trng hin ti v m hnh d kin trng trong thi gian ti

Chng 4: Phn tch th trng. Ch yu tp trung phn tch hai bng cu hi phng vn ngi tiu dng v phn tch ma trn SWOT la chn chin lc xy dng thng hiu.

Chng 5: Gii php xy dng thng hiu. Trnh by nhng vic lm c th ca qu trnh xy dng thng hiu nh t chc sn xut sn phm cht lng, xy dng cc thnh t ca thng hiu, xem xt cc th tc ng k bo h thng hiu v k hoch marketing 4P bao gm sn phm, gi, phn phi, chiu th. Chng 6: Kt lun v kin ngh. Chng ny tng kt li nhng vn c cp cc phn trn. Lun vn c tt c 6 chng, trnh by cc vn v xy dng thng hiu. Cc ni dung ny c mi lin h gn kt lin tc vi nhau nhng cng rt r rng gia cc phn. Vi phn tm tt ny hy vng c th gip cho ngi c c ci nhn tng qut v kha lun v gip cho vic theo di cc ni dung ca kha lun mt cch thun tin.

iv

MC LC

Li cm n ...................................................................................................... Trang i

Tm tt ..................................................................................................................... ii Mc lc.................................................................................................................... iii

Danh mc cc biu ...............................................................................................vi Danh mc cc bng ..................................................................................................vii

Danh mc cc hnh ................................................................................................ viii Chng 1: Tng Quan .............................................................................................1

1.1. L do chn ti...........................................................................................1 1.2. Mc tiu nghin cu ......................................................................................1 1.3. Phng php nghin cu ...............................................................................2

1.3.1. Phng php thu thp thng tin ...........................................................2

1.3.2. Phng php x l s liu....................................................................2

1.4. Phm vi nghin cu .......................................................................................3 Chng 2: C s l lun ..........................................................................................4 2.1. Thng hiu ..................................................................................................4

2.2. c im ca thng hiu .............................................................................4 2.3. Cc thnh t ca thng hiu ........................................................................5 2.4. Gi tr ca thng hiu ..................................................................................6

2.4.1. Gi tr ca thng hiu i vi ngi tiu dng.......................................6 2.4.2. Gi tr ca thng hiu i vi doanh nghip ..........................................6

2.5. Cc giai on ca vng i thng hiu ........................................................7 2.6. Cc khi nim lin quan ................................................................................9

Chng 3: Gii thiu v i Hng Giy..................................................................10 3.1. Gii thiu v cy i v th trng i ............................................................10

3.1.1. Cy i ...................................................................................................10 3.1.2. Th trng i .........................................................................................11

3.2. Gii thiu v i Hng Giy .........................................................................11 3.2.1. Ngun gc xut x, tn gi....................................................................11

3.2.2. M t hnh dng, phm cht ..................................................................12 3.2.3. M hnh trng hin ti ...........................................................................13

3.2.4. M hnh m rng d kin .....................................................................14

3.3. Gii thiu v a phng .............................................................................15

3.4. Mc ch ca vic xy dng thng hiu i Hng Giy...............................16

v

Chng 4: Phn tch th trng ............................................................................18 4.1. kin ngi tiu dng v cht lng i Hng Giy ...................................19 4.1.1. Nhn nh v phm cht bn trong qu i..............................................19

4.1.2. c im khc bit ca i Hng Giy....................................................20 4.1.3. T l i km cht lng ........................................................................21

4.1.4. c im khch hng khng thch.........................................................22 4.1.5. Phn tch v gi c ................................................................................22

4.1.6. Th hiu mua i .....................................................................................23 4.2. Th hiu tiu dng i ca ngi tiu dng (Long Xuyn) .............................24

4.2.1. Nhng loi i dng ...........................................................................24 4.2.2. Tiu chun chn mua i .......................................................................25

4.2.3. Tiu chun v hnh dng bn ngoi........................................................26 4.2.4. Tiu chun v phm cht bn trong .......................................................26

4.2.5. Mc tiu dng i ..............................................................................27 4.2.6. Ni mua i ............................................................................................27

4.2.7. Ngi mua............................................................................................28 4.2.8. Th hiu qu i tng lai .......................................................................29

4.3. Phn tch mi trng kinh doanh i .............................................................30 4.3.1. Ch u t.............................................................................................30

4.3.2. Cc nh cung ng..................................................................................30

4.3.3. Cc i th cnh tranh...........................................................................31

4.4. Phn tch nhng im mnh im yu, c hi nguy c...........................34 4.4.1. im mnh ...........................................................................................34

4.4.2. im yu ..............................................................................................34 4.4.3. C hi ...................................................................................................35

4.4.4. Nguy C ...............................................................................................36 4.5. Ma trn SWOT............................................................................................37

4.6. Gii thch cc chin lc .............................................................................38 4.7. Ma trn la chn chin lc ........................................................................39

4.7.1. Ma trn la chn chin lc nhm chin lc S O .............................39 4.7.2. Ma trn la chn chin lc nhm chin lc S T..............................40

4.7.3. Ma trn la chn chin lc nhm chin lc W O............................41 4.8. Th trng v phn khc th trng .............................................................42

Chng 5: Gii php xy dng thng hiu ........................................................43

vi

5.1. K hoch sn xut ......................................................................................43

5.2. Tn thng hiu v logo..............................................................................45 5.2.1. Tn thng hiu ....................................................................................45

5.2.2. Logo v ngha ...................................................................................45 5.2.3. Bao b ...................................................................................................46

5.3. Th tc ng k thng hiu .......................................................................46 5.4. K hoch marketing qung b...................................................................50

5.4.1. Sn phm .............................................................................................50 5.4.2. Gi .......................................................................................................50

5.4.3. Phn phi ..............................................................................................53 5.4.4. Chiu th ...............................................................................................53

5.5. K hoch nh gi thng hiu....................................................................55 Chng 6: Kt lun & Kin ngh .........................................................................57 6.1. Kt lun.......................................................................................................57 6.2. Kin ngh ....................................................................................................57

6.3. ng gp v hn ch ca ti ...................................................................58 6.3.1. ng gp ..............................................................................................58

6.3.1. Hn ch .................................................................................................58 Ti liu tham kho ...................................................................................................59

PH LC:

Ph lc 1: Bng k hoch cc cng vic ....................................................................ix

Ph lc 2: Bng cc hot ng marketing hng nm...................................................x Ph lc 3: Bng cu hi phng vn th nht..............................................................xi

Ph lc 4: Bng cu hi phng vn th hai..............................................................xiv

vii

DANH MC BIU

Biu 4.1: T l nhn nh v c im phm cht bn trong i Hng Giy ..........19

Biu 4.2: T l nhn nh v c im khc bit ca i Hng Giy .....................20

Biu 4.3: Gi i qua cc nm...............................................................................23

Biu 4.4: T l tiu dng cc loi i ....................................................................24

Biu 4.5: Tiu chun chn mua i ca ngi tiu dng........................................25

Biu 4.6: T l ni mua i ca ngi tiu dng ...................................................27

Biu 4.7: T l cc l do chn ni mua tri cy ...................................................28

Biu 4.8: Cc yu cu v qu i trong tng lai...................................................29

Biu 5.1: th phn phi cng dn v kin ngi tiu dng v mc gi mong

i ca i Hng Giy..............................................................................52

viii

DANH MC CC BNG

Bng 4.1: T l nhn nh v c im khc bit ca i Hng Giy .........................20 Bng 4.2: Gi i qua cc nm...................................................................................22

Bng 4.3: Tiu ch chn mua i ca ngi tiu dng ................................................23 Bng 4.4: T l kin v hnh dng bn ngoi .........................................................26

Bng 4.5: T l cc kin v yu cu phm cht bn trong ca qu i .....................26 Bng 4.6: kin v mc tiu dng i .................................................................27

Bng 4.7: Yu cu v phm cht i trong tng lai ca ngi tiu dng...................29 Bng 4.8: Nhu cu lao ng .....................................................................................31

Bng 4.9: Chi ph sn xut ca i Hng Giy v i X L .......................................33 Bng 4.10: So snh li nhun ca i Hng Giy v i X L ..................................33

Bng 4.11: Ma trn QSPM_ Nhm chin lc S - O ...............................................39

Bng 4.12: Ma trn QSPM_ Nhm chin lc S -T.................................................40

Bng 4.13: Ma trn QSPM_ Nhm chin lc W O.............................................41 Bng 5.1: K hoch sn xut ging: .........................................................................43

Bng 5.2: T l phn trm khch hng ng vi tng mc gi ..............................51 Bng 5.3: Cng dn t l phn trm khch hng ng tng mc gi khc nhau ..50 Bng 5.4: Kt qu phn trm cng dn ca hai mc gi khng r v khng t . ......51

Bng 5.5: c lng chi ph marketing...................................................................54 Bng 5.6: c lng tng chi ph u t xy dng thng hiu qua cc nm..........55

Bng 5.7: D on doanh thu hng nm .................................................................56

DANH MC CC HNH

Hnh 1: M hnh v ti sn thng hiu......................................................................4

Hnh 2: Qu i ...........................................................................................................9

Hnh 3: Cy i Hng Giy........................................................................................10

Hnh 4: Qu i Hng Giy .......................................................................................10

Hnh 5: M hnh trng i hin ti .............................................................................11

Hnh 6: M hnh trng i m rng ...........................................................................12

Hnh 7: Bng huyn Chu Thnh ........................................................................13

1.1. L do chn ti 1.2. Mc tiu nghin cu 1.3. Phng php nghin cu 1.4. Phm vi nghin cu

K hoch xy dng thng hiu i rut hng Hng Giy

GVHD: ThS. Trn Minh SVTH: V Vn Phi - Trang 1

CHNG 1: TNG QUAN

1.1. L do chn ti Vit Nam nm khu vc kh hu nhit i gi ma, ma thun gi ha, t ai mu m, chnh v vy, cy tri ca Vit Nam rt phong ph v a dng. Ngy nay, nhn thc tiu dng ca con ngi thay i, ngi tiu dng mong i sn phm m h chn mua s mang li cho h khng ch l cng dng hay s tha mn n thun v vt cht m cn mong i nhiu gi tr tinh thn khc. Thng hiu hay doanh nghip no mang n nhiu gi tr gia tng hn th s c chn la nhiu hn. Trong mt cuc phng vn ngi tiu dng thnh ph HCM c 89%1 ngi tiu dng cho rng thng hiu l yu t quyt nh khi h quyt nh chn mua sm. Gn y chng ta c nghe nhiu cu chuyn v thng hiu nng sn Vit Nam:

Tri Cy Vit Nam xut khu ra nc ngoi nhng khi n tay ngi tiu dng th khng cn l tri cy ca Vit Nam bi v khng c dn nhn mc ca doanh nghip Vit Nam.

C nhng mt hng nng sn rt ni ting trong nc nhng khi xut khu ra nc ngoi th b coi l hng gi. Bi v thng hiu b ngi khc ng k.

Mt s c nhn v doanh nghip nhn thc c vai tr ca thng hiu c nhng hnh ng kp thi v thnh cng. V d: Thng hiu Bi Nm Roi

Chnh v vy, thng hiu ang tr thnh vn thi s c cc doanh nghip, cc c quan qun l nh nc, cc hip hi thng mi & cc nh nghin cu Vit Nam quan tm c bit nh hin nay. Tri cy ngon th nhiu nhng tri ngon m c thng hiu th ch c vi ci tn. y thc s l mt iu ng tic cho cy tri Vit Nam khng khai thc c hi khng nh mnh vi khch hng, v khai thc mt thnh phn gi tr c kh nng sinh li rt cao l thng hiu. L mt sinh vin chuyn ngnh Kinh t - Qun tr kinh doanh, ti nhn thy thng hiu c vai tr rt ln trong mi trng kinh doanh cnh tranh mnh m v i hi cao ngy nay nn ti chn ch xy dng thng hiu cho mt loi tri cy lm ch cho kha lun tt nghip ca mnh. Tri cy m ti chn xy dng thng hiu l i, mt loi tri cy quen thuc ca vng ng bng sng nc Nam B. C th l i o - mt loi i c nhiu u im hn cc loi i khc v gia nh ti hin cng ang trng loi i ny. l l do chn ti: K hoch xy dng thng hiu i Hng Giy cho kho lun tt nghip ca ti. 1.2. Mc tiu nghin cu

- Tm hiu qui trnh ng k bo h thng hiu - Lp k hoch chun b tin hnh xy dng thng hiu - Kho st s nh gi ca ngi tiu dng v cht lng v gi c ca i Hng Giy

1 Ngun: B k hoch v u t,Trung tm kinh t - x hi quc gia. 2005. Doanh nghip Vit Nam vi vn xy dng thng hiu. Nh xut bn thng k.



- Nghin cu cc gii php t chc sn xut i. - Nghin cu kh nng m rng th trng tiu th cho i

1.3. Phng php nghin cu 1.3.1. Phng php thu thp s liu

S liu c thu thp t ngun s cp v th cp

Ngun s liu s cp: L kin ca ngi tiu dng v i Hng Giy v th hiu chung v tiu dng i. Nhng thng tin ny c thu thp bng cch phng vn trc tip ngi tiu dng qua hai bng cu hi.

Bng cu hi th nht phng vn ti a phng ni trng i nhm thu thp nhng kin nh gi ca ngi tiu dng i ti y v cht lng, gi c v mt s vn khc ca i Hng Giy. Mu phng vn ny c thit k theo dng cu hi ng, ngi c phng vn ch vic chn la cc phng n tr li c lit k sn. H thng cu hi gm c 18 cu. i tng ngi phng vn l nhng khch hng tng mua v dng qua i Hng Giy. S mu phng vn l 50 mu.

Cch nh gi cht lng c thit k nh sau:

Ngi tiu dng s cho bit thuc tnh cm nhn ca h nh th no v loi i ny

Nhng c im no l c im ring c ca i Hng Giy so vi nhng loi i khc m h bit.

T l i xu m ngi tiu dng gp phi trong mi ln mua l bao nhiu phn trm

Nhng yu t, c im no m khch hng khng thch loi i ny

Cui cng l nh gi cho im so snh gia i Hng Giy vi cc loi i khc m h bit.

Bng cu hi th hai c phng vn ti a bn thnh ph Long Xuyn tm hiu th hiu tiu dng chung v sn phm i t lm c s u t cho hot ng xy dng thng hiu. Bng cu hi phng vn s hai ny gm c 11 cu hi. Trong , ch yu l nhng cu hi ng ch c 2 cu hi m ghi nhn kin hon ton khch quan ca ngi tiu dng ti thnh ph Long Xuyn, chn mu theo phng php chn mu ngu nhin, s mu phng vn l 40.

S liu th cp: Tham kho cc thng tin, s liu t sch bo, gio trnh ging dy ca thy c, lun vn tt nghip ca anh ch sinh vin kha trc. Ngoi ra, cn thu thp thm cc thng tin t cc website trn mng internet nh:

http://www.angiang.gov.vn Trang web ca tnh An Giang

http://www.dost-dongnai.gov.vn Trang web ca tnh ng Nai

http://www3.vinamit.com Trang web ca cng ty TNHH TM VINAMIT 1.3.2. Phng php x l s liu

i vi hai bng phng vn x dng phn mm Excell phn tch tn s

i vi nhng s liu th cp th phn tch, chn lc nhng thng tin ph hp, cn thit



1.4. Phm vi nghin cu

i tng nghin cu: Vn xy dng thng hiu, nghin cu v cy i, th trng i v k hoch xy dng thng hiu i.

Khng gian nghin cu: Vn i Hng Giy ti x Vnh Nhun, huyn Chu Thnh, tnh An Giang. Th trng thnh ph Long Xuyn v cc x ln cn vng trng i.

Thi gian nghin cu: ti c thc hin t ngy 8 thng 2 nm 2007 n ngy 15 thng 6 nm 2007.

2.1. Thng hiu 2.2. c im ca thng hiu 2.3. Cc thnh t ca thng hiu 2.4. Gi tr ca thng hiu 2.5. Cc giai on ca vng i thng hiu 2.6. Khi nim lin quan


GVHD: ThS. Trn Minh Hi SVTH: V Vn Phi - Trang 4

CHNG 2: C S L THUYT

2.1. Thng hiu Hiu mt cch tng qut thng hiu l nhng du hiu c nh sn xut hoc nh phn phi hoc nh cung ng dch v s dng trong thng mi nhm m ch s lin quan gia hng ha hay dch v vi ngi c quyn s dng du hiu vi t cch l ch s hu hoc ngi ng k thng hiu 2.

Theo nh ngha ca Hip hi marketing Hoa K: Thng hiu l mt ci tn, mt t ng, mt du hiu, mt biu tng, mt hnh v hay tng hp tt c cc yu t k trn nhm xc nh mt sn phm hay dch v ca mt hay mt nhm ngi bn & phn bit cc sn phm (dch v) vi cc i th cnh tranh 2*.

Nh vy Thng hiu l hnh thc th hin bn ngoi, to ra n tng, th hin ci bn trong cho sn phm hoc dch v. Thng hiu to ra nhn thc & nim tin ca ngi tiu dng i vi sn phm & dch v m doanh nghip cung ng.

Biu trng l nhng k hiu hnh nh, mu sc, ch vit, ng nt mang tnh c ng v khi qut nht c chc nng thng tin, truyn t thng ip qua knh th gic biu th mt nim hay vn no trong i sng x hi 3.

Logo l mt dng thc c bit ca biu trng v mt thit k n c th c cu trc bng ch, bng k hiu hoc hnh nh. Nhng khc vi tn doanh nghip v tn thng hiu, logo thng khng ly ton b cu trc hnh ch ca tn doanh nghip v tn thng hiu lm b cc. N thng dng cc k hiu, hnh nh c cu trc mt cch nghim ngt, to thnh mt b cc mang tnh tng trng cao 3*.

Cu to ca mt thng hiu4: Bao gm hai thnh phn:

Phn pht m c: l nhng du hiu c th ni thnh li, tc ng vo thnh gic ngi nghe nh tn gi, t ng, ch ci, cu khu hiu, on nhc c trng,

Phn khng pht m c: l nhng du hiu to s nhn bit thng qua th gic ngi xem nh hnh v, biu tng, nt ch, mu sc,

Ngy nay, cc yu t cu thnh thng hiu c m rng kh nhiu. Ngi ta cho rng bt k mt c trng no ca sn phm tc ng vo cc gic quan ca ngi khc cng c th c coi l mt thnh phn ca thng hiu. Nh vy, ting ng, mi v, ring bit ca sn phm cng c th c ng k bn quyn.

2.2. c im ca thng hiu 4*

- L loi ti sn v hnh, c gi tr ban u bng khng. Gi tr ca n c hnh thnh dn do s u t vo cht lng sn phm v cc phng tin qung co.

2, 2* Ngun: B k hoch v u t, Trung tm kinh t - x hi quc gia. 2004. Doanh nghip Vit Nam vi vn thng hiu trong qu trnh hi nhp kinh t quc t. NXB Thng K. Trang 8, 9 3, 3* Ngun: TS. Trng nh Chin. 2005. Qun tr thng hiu hng ha l thuyt v thc tin. NXB Thng K. Trang 79 4, 4* Ngun: Tiu Ngc Cm. 2004. nh hng chin lc xy dng v pht trin thng hiu nng sn Cng ty Antesco. Lun vn tt nghip c nhn Ti chnh Doanh nghip. Khoa Kinh t-Qun tr kinh doanh, i ha An Giang. Trang 5



- Thng hiu l ti sn thuc s hu ca doanh nghip, nhng li nm ngoi phm vi doanh nghip v tn ti trong tm tr ngi tiu dng.

- Thng hiu c hnh thnh dn qua thi gian nh nhn thc ca ngi tiu dng khi h s dng sn phm ca nhng nhn hiu c yu thch, tip xc vi h thng ca cc nh phn phi, v qua qu trnh tip nhn nhng thng tin v sn phm.

- Thng hiu l ti sn c gi tr tim nng, khng b mt i cng vi s thua l ca cc cng ty.

2.3. Cc thnh t ca thng hiu 5 C 5 thnh t chnh:

S trung thnh thng hiu S nhn bit thng hiu Cht lng cm nhn Thuc tnh thng hiu Cc yu t s hu khc nh: Bo h thng hiu, quan h vi knh phn phi, M hnh v ti sn thng hiu c minh ha trn s di y. M hnh bao

gm 5 thnh t chnh to nn ti sn thng hiu v nhng gi tr m ti sn thng hiu ny to ra i vi khch hng cng nh l cng ty.

Hnh 1: M hnh v ti sn thng hiu 5*

5, 5* Ngun: Nguyn Trn Hip. 2005. Thng hiu v s pht trin ca doanh nghip. NXB Lao ng X Hi. Trang 5, 6

Gi tr cm nhn

Ti sn thng

hiu

Trung thnh thng hiu

Thuc tnh thng hiu

Gi tr thng hiu i vi ngi tiu dng

Mang n thng tin Tng t tin khi quyt nh mua

hng Tng s hi lng ...

Gi tr thng hiu i vi doanh nghip

Gim thiu chi ph tip th Trung thnh thng hiu Chnh sch gi cao M rng thng hiu M rng bn hng To li th cnh tranh

Nhn bit Thng hiu

Ti sn thng hiu



2.4.Gi tr ca thng hiu6 Gi tr thng hiu l tng ha cc mi lin kt v thi ca khch hng v cc nh phn phi i vi mt thng hiu. N cho php cng ty t c doanh thu v li nhun ln hn t sn phm so vi trng hp n khng c thng hiu, iu ny s gip cho thng hiu tr nn c th mnh, n nh v li th khc bit so vi cc i th cnh tranh. Gi tr ca mt thng hiu l trin vng li nhun m thng hiu c th em li cho nh u t trong tng lai. Thng hiu l ti sn v hnh ca doanh nghip.

2.4.1. Gi tr ca thng hiu i vi ngi tiu dng 7 Thng hiu bt ngun t cm nhn ca con ngi v sn phm (dch v) m h

nhn c. Do , thng hiu c to lp bi nhn thc v nim tin ca con ngi. Vic xy dng thng hiu rt quan trng v cng ngy con ngi cng c nhiu s la chn m h c rt t thi gian tm hiu, cn nhc v quyt nh, phn ln h s mua da vo s tin tng hin c v vic c mt thng hiu mnh s l yu t tc ng quan trng nht i vi hnh vi mua hng. Mt thng hiu mnh cng mang li cho khch hng nhiu hn so vi mt sn phm: l dch v, l nim tin, l cc gi tr cng thm cho khch hng c v mt cht lng v cm tnh. Ngi tiu dng c xu hng quyt nh mua da vo yu t thng hiu ch khng phi yu t sn phm hay dch v. Ngy nay, con ngi ngy cng quan tm n nhng mong mun ca mnh, h ch mua nhng th h mong mun ch khng phi nhng th h cn. V thng hiu l cch tt nht to nn v tip cn vi nhng mong mun ca khch hng.

2.4.2. Gi tr thng hiu i vi doanh nghip8 Gi tr thng hiu i vi doanh nghip l nhng li ch m doanh nghip c

c khi s hu thng hiu. Thng hiu c su li ch chnh l: c thm khch hng mi; duy tr khch hng trung thnh; a ra chnh sch gi cao; m rng thng hiu; m rng knh phn phi; to ro cn vi i th cnh tranh. Th nht, Doanh nghip c th thu ht thm c nhng khch hng mi thng qua cc chng trnh tip th. V d: Khi c chng trnh khuyn mi khuyn khch s dng hng v hoc cng dng mi ca sn phm th s ngi tiu dng hng ng s ng hn v l mt thng hiu quen thuc. Ngi tiu dng tin tng vo cht lng v uy tn ca sn phm.

Th hai, s trung thnh thng hiu gip doanh nghip duy tr c nhng khch hng c trong mt thi gian di. S trung thnh c to ra bi 4 thnh t: s nhn bit thng hiu; cht lng cm nhn; thuc tnh thng hiu v cc yu t s hu khc. Cht lng cm nhn v thuc tnh thng hiu cng thm s ni ting ca thng hiu to nim tin khch hng mua cng nh hi lng v sn phm. Gia tng s trung thnh v thng hiu ng vai tr rt quan trng thi im mua hng, khi m cc i th cnh tranh lun sng to v c nhng sn phm vt tri. S trung thnh thng hiu l mt thnh t trong ti sn thng hiu v l mt trong nhng gi tr m ti sn thng hiu mang li.

6 Ngun: B k hoch v u t, trung tm thng tin kinh t x hi quc gia. 2004. Doanh nghip Vit Nam vi vn thng hiu trong qu trnh hi nhp kinh t quc t. NXB Thng K. Trang 41 7 Ngun: L Xun Tng. 2005. Xy dng v pht trin thng hiu. NXB lao ng x hi. Trang 28. 8 Ngun: L Xun Tng. 2005. Xy dng v pht trin thng hiu. NXB Lao ng X Hi. Trang 35, 36, 37.



Th ba, ti sn thng hiu gip cng ty thit lp chnh sch gi cao v t l thuc hn cc chng trnh khuyn mi. Trong nhng trng hp khc nhau, cc thnh t ti sn thng hiu h tr thit lp chnh sch gi cao trong khi nhng thng hiu c v th khng tt phi khuyn mi bn hng. Nh chnh sch gi cao m cng ty c thm c li nhun.

Th t, ti sn thng hiu to nn tng cho s pht trin qua vic m rng thng hiu. in hnh nh Sony da trn thng hiu m rng sang lnh vc my tnh xch tay vi thng hiu Sony Vaio, hay sang lnh vc game nh Sony Play Station. Mt thng hiu mnh gim chi ph truyn thng rt nhiu khi m rng thng hiu. Th nm, ti sn thng hiu cn gip m rng v tn dng ti a knh phn phi. Cng tng t nh khch hng, cc im bn hng e ngi khi phn phi nhng sn phm khng ni ting. Mt thng hiu mnh s h tr vic c c din tch trng by ln trn k. Bn cnh , thng hiu ln d nhn c s hp tc ca nh tip th. Cui cng, ti sn thng hiu cn mng li li th cnh tranh v c th l to ro cn hn ch s xm nhp th trng ca cc i th mi. 2.5. Cc giai on ca vng i thng hiu 9 Vng i thng hiu c th c chia thnh 5 giai on: Giai on th nht: nh ngha thng hiu

Giai on u tin trong vng i thng hiu l s hnh thnh thng hiu. Thng hiu khng phi l mt sn phm hay dch v m l tng trng cho li cam kt p ng nhu cu ca khch hng. Li cam kt c th mang tnh thc t hoc c th thin v tnh cm. a ra mt li ha thng hiu doanh nghip c th da vo 4 yu t sau:

- i tng khch hng mc tiu chnh ca sn phm/dch v.

- Sn phm v cc tnh nng mang n cho khch hng. - Li ch m thng hiu mang n cho khch hng.

- Phng thc thc hin li cam kt vi khch hng. Li ha thng hiu tng trng cho i tng khch hng, sn phm, hnh thc thc hin v nhng gi tr doanh nghip mang li. Li ha thng hiu cn phi ngn gn, d hiu, chng t c th mnh ca doanh nghip trc cc i th cnh tranh khc. Giai on th hai: Nhn bit thng hiu

Thng hiu tn ti trong tm tr ngi tiu dng v tm cho mnh mt v tr trong lng ngi tiu dng qua mt trong hai con ng: l tr hoc tnh cm. No ngi c rt nhiu phn phn tch v nhn thc gip xc nh tnh xc thc, ngha v s lin quan ca cc tng, quan nim hoc thng hiu. Thng thng v l tr, Khch hng thng quan tm n li ch v tnh nng ca sn phm nh mu sc, kiu dng, gi c, cht lng v dch v,

9 Ngun: L Xun Tng. 2005. Xy dng v pht trin thng hiu. NXB lao ng x hi. T trang 14 n trang 26



a thng hiu vo lng ngi da vo tnh cm thng s mang li hai kt qu: hoc khch hng chp nhn thng hiu hoc h s t chi. V th cc thng hiu khi i theo con ng ny cn phi ch tm n cc yu t nh sn phm c gip ngi s dng cm thy mnh hon ho, thnh cng hoc vui v hay khng hoc c gip ci thin hnh nh bn thn trong mt ngi xung quanh khng?...

Tuy nhin, c hai cch trn u c cng mt mc ch: thit lp nhn thc thng hiu khch hng mc tiu chnh. C rt nhiu phng tin phc v cho mc ch trn nh cc phng tin truyn thng, t bm qung co, th qung co, bin hiu, ca hng, bn hng trc tip,...

Nhn bit thng hiu chng t rng cc khch hng hiu v tht s a chung thng hiu, rng thng hiu thu ht h v mt tnh cm ln l tr v rng khch hng thc s tin tng vo li ha thng hiu. Giai on th ba: Tri nghim khi mua hng

Ngi tiu dng lc no cng mun thng hiu c chn th hin s am hiu v sng sut trong la chn ca mnh. Thng hiu gi vao tr tng trng cho cht lng v s bo m, gip n gin ha cc quyt nh mua hng ri rm v l bng chng ca gi tr.

C nhiu nhn t nh hng n tri nghim khi mua hng, v d nh hnh dng v mu sc sn phm, gi c, cch giao tip v t vn ca nhn vin phc v v cc nh qun l.

Trong giai on tri nghim mua, cc doanh nghip thu ht s ch ca khch hng v khch hng s cn nhc xem liu li ha thng hiu c xng ng vi s tin m h sp chi ra hay khng? y l ranh gii gia khch hng tim nng v khch hng thc s. Thng hiu cn phi vt qua cc i th khc trong vic thu ht cc khch hng tim nng tr thnh nhng khch hng thc s nu khng vng i thng hiu s sm dng v kt thc.

Giai on th t: Tri nghim khi s dng Trong giai on ny, thng hiu s c thm hai c hi thc hin li ha ca mnh. Trc ht l giai on s dng, khi mua hng, ngi mua c cc nhn vin bn hng hng dn tn tnh v nhng kh khn c th gp phi. Nhng ngc li khi mang sn phm v nh nhng rc ri khc c th ny sinh khi s dng. Do , sn phm v dch v phi lun lun m bo rng s mang n cho khch hng nhng tri nghim khi s dng d chu. C hi k tip c th thc hin li ha thng hiu chnh l giai on tri nghim dch v tr gip. Thc hin thnh cng dch v chm sc khch hng cng quan trng khng km vic mang n cho ngi tiu dng tri nghim khi mua d chu v cn phi c nhn nhn nh mt trong nhng hot ng chnh trong xy dng thng hiu. Giai on th nm: Tri nghim khi l thnh vin

Khi thng hiu c nhn bit, c nhiu ngi tin dng v khch hng mun gn lin thng hiu vi mnh, khi thng hiu pht trin n mt giai on mi giai on tri nghim khi l thnh vin.

Li ch ca vic tr thnh mt thnh vin c cc khch hng nh gi rt cao. Trong mt h, thng hiu s c xem nh nhng tn tui c nht, cht lng v c a chung. Khch hng lun thch c chia s nhng kinh nghim vi nhng ngi cng s dng nhn hiu.



Cc thng hiu cng mong t n giai on ny v nh h thu ht c mt s lng khch hng trung thnh, lun sn sng gt nhng thng hiu khc cho d chng c tin li hn chng na chn thng hiu mnh tin dng.

Khi thng hiu to ra nhng c hi cho khch hng th hin tnh cm, hnh thnh nhng cung cch ng x chung v lm cho khch hng c ci nhn chung v th gii, khi y thng hiu to ra c nhng tri nghim khi lm thnh vin - mt c quyn m bt k khch hng no cng mun c c.

2.6. Cc khi nim lin quan

Marketing: Hot ng tip th hng n s tha mn nhu cu v c mun ca con ngi thng qua tin trnh trao i. Trong tin trnh ngi bn phi tm ra ngi mua, phi nh r nhu cu, c mun ca khch hng, phi to ra sn phm cn thit, nh gi, phn phi vn chuyn, qung co, bn hng 10.

10TS. Lu Thanh c Hi. 2007. Qun tr tip th. NXB Gio Dc. Trang 1

3.1. Gii thiu v cy i v th trng 3.2. Gii thiu v i Hng Giy 3.3. Gii thiu v a phng 3.4. Mc ch ca vic xy dng thng hiu Hng Giy



CHNG 3: GII THIU V I HNG GIY

3.1. Gii thiu s lc v cy i v th trng i 3.1.1. Cy i 11

i l loi cy nhit i c ngun gc t Nam M thuc nhm thn g sng dai (thn mc lu nin), i c trng ph bin trn khp mi min t nc ta t rt lu i. Hin nay, c trng nhiu nht l ng bng Sng Cu Long. Cy i khng cn nhiu cng chm sc, d thch nghi, khng kn t, chu ng tt vi mi trng sng. Ngy nay, ngi ta bit c nhiu ging i c phm cht rt ngon nh: i M, i Tru, i Tu, i Bo, i X l, i Np, i 8 Thng, i Rut Hng,...

Kch thc: cy c chiu cao t 5 10 mt. Thn: chc, khe, ngn v phn cnh sm. Thn nhn nhi rt t b su c, v

gi c th trc ra tng mng pha di li c mt lt v mi cng nhn, mu xm, hi xanh. Cnh non 4 cnh, khi gi mi trn dn, l i xng.

Hoa: hoa lng tnh, bu h, mc tng chm 2 - 5 chic, t khi u cnh m thng nch l, 5 cnh, mu trng, nhiu nh vng, ht phn nh rt nhiu, phi cng nhiu. Ngoi hoa th phn d dng nhng cng c th t th phn.

Qu: c ng knh 2 15 cm, trng lng 10 gr 1kg. Qu i l mt loi qu mng nc, khi chn v qu i c mu vng nht hay mu xanh ng vng, tht qu c mu trng hoc mu hng cam ty loi. Qu i cn xanh n c v cht, khi chn th ngt, thm, l mt loi tri cy giu dinh dng.

Hnh 2: Qu i (Ngun: 24/8/2006. K thut trng i [trc tuyn] cp nht t:

http://www.dost.dongnai.gov.vn/xuantruong/ttchitiet.asp?code=3318. Cp nht ngy 30/7/2007) Nhn ging: trng bng ht, gim cnh, chit cnh Ma v: ty theo ging, c ging cho tri theo ma, c ging cho tri quanh nm. Nng sut: i vi cy nhn ging bng ht vo khong 4 nm th mi bt u

cho tri, cn i vi cy nhn ging bng phng php gim cnh, chit cnh th ch hn mt nm l c th thu hoch thm ch ch sau 8 thng l bt u cho tri. Cy i c tui th tng i cao c th cho tri t 20 30 nm.

11 24/8/2006. K thut trng i [trc tuyn] c t: http://www.dost.dongnai.gov.vn/xuantruong/ttchitiet.asp?code=3318 . c ngy 30/7/2007



Cng dng: Qu i c th n ti hoc ch bin thnh nc i, mt i, ng i (Jelly), i nc ng, ru i. L i c th lm thuc cha mt s bnh thng thng, ngoi ra cy i cn c th lm bonsai. Gn y ngi ta cn khm ph ra c trng i kt hp vi cy c mi c th khc ch ry chng cnh tc nhn gy bnh vng l greening.

Cht lng i c nh gi cn c vo cc ch tiu sau: t ht, ht mm v b, nhng ging di t l ht so vi khi lng qu 10 15%, nhng ging tt c chn lc, t l ny ch cn 2 4% thm ch c ging gn nh khng ht (i Thi lan). Ci (pha ngoi ht) nn dy v ci dy i i vi t ht nhng cng c ging ci mng rut, nhiu ht vn c a chung. Qu to, hnh th u n, chn ti, c mi thm 12. 3.1.2. Th trng i i ch yu c tiu th trong nc. C nhiu loi i khc nhau, mi loi thng trng vi quy m nh nn th trng tiu th thng gn vi a phng ni trng. Nhn chung, c ging x l l c tiu th rng ri t nng thn n thnh th (do c qui m trng kh ln), cn cc ging i c phm cht tt th bn cc thnh ph ln, cc siu th vi s lng hn ch v bn vi gi kh cao, v d nh: i Bo Thi Bnh, i ng D H Ni,...

Gn y i cng c xut khu nhng vn cn rt t, mt s cng ty ln nh Vinamilk, Tribico, xut khu nc i, i ng rt c ngi tiu dng nc ngoi a chung. 3.2.Gii thiu v i Hng Giy

3.2.1. Ngun gc, xut x, tn gi ng V Vn Hng, sau nhiu ln th nghim trn mnh vn nh mnh vi nhiu loi cy tri nh: Xoi, Sri, Mng cu v nhiu loi i khc nhau, ng nhn thy:

i vi Xoi: c thn cao, khng thch hp vi t mm a phng v cy d ng.

Cy Sri: tn nhiu cng chm sc v thu hoch nhng gi tr khng cao.

Cy Mng cu v cy u th khng thch hp vi nhng vng t phn.

Cy i 8 Thng tri nh, nng sut khng cao; i Np th ngi tiu dng khng thch. Cui cng ng quyt nh nhn rng ging i rut hng m ng hin c hn chc cy lc by gi. y l mt ging i rt ngon, c ngi tiu dng a phng rt a chung. Nm 2002 l nm vn i chnh thc c hnh thnh v cho n thi im hin nay th c trn 200 gc v u ang cho tri thu hoch.

12 [Trc tuyn] c t http://www3.vinamit.com/index.php?option=com_content&task=view&id=44&Itemid=41. c ngy 29/4/2007.



Hnh 3: Cy i Hng Giy

(Ngun: T thc hin) i Hng Giy l tn gi m ngi dn ni y dng gi thay cho tn i rut

hng. ngn gn, d hiu h ly tn ca ch vn gi tn cho i, Hng Giy l tn ghp ca v chng ch vn. Hng l tn ngi chng, Giy l tn ngi v. Qua qu trnh bun bn, i Hng Giy tr thnh tn gi quen thuc ca ngi dn a phng - ni n i Hng Giy th ai cng bit. tm hiu ngun gc xut x ca i Hng Giy, tc gi tm n cc ch vn i huyn Ch Mi - ni m ng V Vn Hng mua cy i ging v trng v thun ho: nh vn i ng Su L p An Thi, x Hi An v mt s vn khc th c bit h mua ging i ny v t Tin Giang nhng h cng khng bit chnh xc tn gi ca ging i ny l g ch thy rut i c mu hng - mt c im khc bit vi cc loi i khc nn c gi l i rut hng.

Qua qu trnh thu thp thng tin t mng internet th tc gi c bit i m ng V Vn Hng mua v c tn gi l i o, l mt ging i ngon ca ng bng Sng Cu Long. Cn khng nh rng i Hng Giy ch l tn gi quen thuc do ngi dn a phng thng gi ch khng phi l tn mt ging i. ng V Vn Hng khng phi l ngi to ra ging i ny m ch chn lc nhng cy i tt, ci to v thun ho lm cho i tr nn ngon hn v nng cao nng sut hn. Nh vy, i Hng Giy c ngun gc ti ng bng Sng Cu Long v c tn gi l i o.

3.2.2. M t hnh dng, phm cht - t ht, rut c mu hng, qu trn y n, nng chc tht, trung bnh 5 - 6 qu

t 1kg v nu c chm sc tt c th t 2 qu/kg.

- n c v chua ngt, khng cht, rt gin. - Khi c bo qun lnh cng tng gin v ngt.

- V qu hi sn si. - Cy c chiu cao thp ch t 2 - 3 m d thu hoch.

- Nhiu cnh, nhnh cho nhiu hoa, qu; trung bnh mt cy c khong 90 - 150 qu (va nh va ln).

- Cy ra hoa v u qu quanh nm, t lc ra hoa n lc thu hoch khong 100 ngy.



Hnh 4: Qu i Hng Giy (Ngun: T thc hin)

3.2.3. M hnh trng hin ti a ch: t 8 p Vnh Li, x Vnh Nhun, huyn Chu Thnh, tnh An Giang. Quy m trng hin ti cn kh nh ch c 230 gc, gm c: 5 hng mi hng 30 gc, 5 hng mi hng 10 gc, 1 hng 30 gc. c b tr nh sau:

Hnh 5: M hnh trng i. (Ngun: T thit k theo m hnh hin ti ca ch vn)

Ch thch:

Lung t trng i: y l m hnh kt hp gia vn cy & ao c. Din tch m hnh l 2.400m2, trong : t ao l 200m2, t nh 120m2, cn li 2.080m2 l t trng i. Vi din tch ny hng thng cung cp cho th trng hn 900kg i. Tng thu nhp c nm t trng i hn 40 triu ng.

Nh Ao nui c

Ao nui c

Lu



3.2.4. M hnh m rng d kin y l s u t theo m hnh VAC. Vn th trng i, ao nui c Tra hoc c iu Hng, chung nui g. Nhng do tnh hnh dch cm gia cm din bin phc tp trong khi h thng c s th y, kim dch a phng cn hn ch nn ng Hng quyt nh ch trng i v nui c nh trc.

Hnh 6: M hnh trng i m rng (Ngun:T thit k theo m t ca ch vn)

- : cao 2.5m, mt 3m, chn 5m. - Ao: rng 8m, su 2.5m, y ao 6m.

Nh Ao nui c

Ao nui c

Lu



Tng din tch m rng trong ln ny l 12.000 m2 (1,2 ha), trong din tch t trng i l 7.840 m2, ao nui c 4.160 m2, tng vn u t 150 triu ng, m hnh c th c khai thc trong 20 nm.

3.3. Gii thiu v a phng13 Vnh Nhun l mt trong 13 x - th trn ca huyn Chu Thnh, tnh An Giang

C v tr a l tip gip vi cc x Tn Ph, Vnh Bnh, Vnh Hanh, Vnh li, Vnh Thnh trong huyn Chu Thnh v tip gip vi x Vnh Ph v Ty ph ca huyn Thoi Sn. Giao thng i li thun tin, c th i n thnh ph Long Xuyn c bng ng b ln ng thy.

Hnh 7: Bn huyn Chu Thnh14

Tng din tch t t nhin ca x l hn 2.000 ha, ch yu l t sn xut nng nghip. Ton x c 1.468 h dn vi tng dn s l 6.897 ngi. Vnh Nhun gi v tr l trung tm ca cc x ln cn, c s h tng y tng i pht trin hn cc x khc: c h thng giao thng hon chnh, c trng trung hc, tiu hc, mu gio, trung tm ch c xy dng khang trang, bun bn ng c.

Hot ng kinh t chnh ca a phng l trng la. Chn nui v thy sn c qui m nh. Mt s vn cy n qu ch mi bt u hnh thnh.

Tng sn lng nng nghip t 40.075 tn/nm, gi tr trng trt t 105 t ng/nm. Din tch nui trng thy sn ton x 8,26 ha, thu hoch thy sn t 1.301,6 tn/nm. Tng sn phm chn nui nm 2006 t 23,4 t ng. Vnh Nhun hin c mt HTX nng nghip, 15 c s tiu th cng nghip. Tng thu ngn sch nm 2006 l 2,054 t ng. Mt s ch tiu khc ca x nh: c cng nhn chun ph cp quc gia trung hc c s, m bo khm cha bnh kp thi sc khe ban u cho nhn dn, thc hin

13 Ngun: Cc s liu v a phng c trch t Bo co tng kt nm 2006 ca x Vnh Nhun 14Cp nht t http://www.sonongnghiep.angiang.gov.vn cp nht ngy 15/5/2007



tt cc chng trnh tim chng m rng. c cng nhn trm y t t chun quc gia, t chun y hc c truyn tin tin. Tnh hnh an ninh trt t c m bo n nh. 3.4. Mc ch ca vic xy dng thng hiu i Hng Giy.

Xy dng thng hiu ang dn tr thnh xu hng bt buc vi hng ha ni chung v tri cy ni ring nu mun tn ti v pht trin trn th trng.

i Hng Giy xy dng thng hiu vi mc ch:

Theo xu hng chung ca s pht trin: Nhiu ngi cho rng trong thi gian ti tri cy Vit Nam s gp nhiu thch thc bi v Vit Nam tr thnh thnh vin chnh thc ca t chc thng mi th gii WTO. iu ny c ngha l cc mc thu nhp khu s khng cn hoc gim xung cn rt thp i vi tri cy nc ngoi khi nhp khu vo Vit Nam. Nh vy, chc chn rng tri cy ngoi s nhp vo th trng Vit Nam nhiu hn. S cnh tranh v cht lng, gi c, v v thng hiu s rt mnh m v quyt lit. Khi , ngi tiu dng s c nhiu s la chn khi mua tri cy v nhiu n mc khng bit nn mua loi no.

Nh vy, loi tri cy no cung cp nhiu thng tin cho khch hng, to c nhiu s ghi nh ni h th s bn c nhiu hn. Mt iu bt li m c nhiu ngi tng kt l ngi Vit Nam thch dng hng ngoi. y khng phi l mt iu ngu nhin m t trc n gi tri cy Vit Nam cha ch trng nhiu n vic phi n nh cht lng, to dng uy tn v xy dng thng hiu, thy li trc mt m khng bit gn gi ci li lu di. C th l, khi tri cy bn c gi th lm mi cch bn nhiu hn mc cho cht lng c m bo hay khng. iu ny nh hng rt ln n uy tn ca ngi bn, ca thng hiu.

Mt yu t na cng lm cho tnh hnh xy dng thng hiu pht trin l thu nhp ca ngi dn tng ln. H c nhu cu n ngon, mc p, an ton cho sc khe, h thch nua hng ha nhng ni phc v tt, lch s, sang trng chng hn nh siu th, ca hng chuyn dng...tri cy bn y i hi phi p mt, v sinh, nhn mc, tn gi, xut x phi r rng v tt nht l c mt thng hiu c th. T mi quan h: Ngi mua hng da vo yu t thng hiu cc i th c xy dng thng hiu v c s u t ng mc cho hot ng pht trin thng hiu bt buc cc vn tri cy mun bn c sn phm ca mnh vi gi cao, tiu th s lng ln th phi quan tm n hot ng xy dng thng hiu. Chnh v vy, vn xy dng thng hiu ang rt c quan tm v pht trin nh hin nay.

Phi xy dng thng hiu bo v li ch ca mnh: Mi trng kinh doanh ngy nay rt l khc nghit. Bn cnh vic u t to ra cc li th cnh tranh trc cc i th th doanh nghip cn phi bit xy dng v bo v thng hiu ca mnh, mt thng hiu ni ting rt d b nh cp. Mt trong nhng cng vic ca hot ng xy dng thng hiu l ng k thng hiu vi c quan c thm quyn. Khi thng hiu c ng k m ngi khc c cc hnh vi xm phm (hng gi, hng nhy, thng hiu b ngi khc dng) th c quyn yu cu c quan c thm quyn tin hnh cc hot ng nh tiu hy hng nhy, hng gi, chm dt tnh trng s dng thng hiu c ng k trc,... Qua trnh tnh trng mt thng hiu, mt khch hng, sn phm khng c tiu th gy thit hi v kinh t rt ln hoc i li thng hiu phi eo ui mt qu trnh kin tng ko di v tn km.

Xy dng thng hiu tht y qu trnh tiu th tri cy ca mnh tt hn. Thng qua cc hot ng marketing- qung b, ngi tiu dng s bit n thng



hiu nhiu hn. N chim gi mt s ghi nh trong lng khch hng v thc gic khch hng mua sn phm ca thng hiu.

Xy dng thng hiu t chc sn xut tt hn: Di p lc phi to ra sn phm c cht lng tt hn, gim gi thnh buc ch thng hiu phi quan tm n t chc sn xut, qun l, phn phi sao cho tht hiu qu t c th sn xut sn phm c cht lng, gim chi ph, gim gi thnh.

Nu c mt thng hiu c nhiu ngi tiu dng bit n v tin tng th s to c mt ti sn thng hiu c gi tr rt ln, ln hn rt nhiu ln so vi gi tr vt cht m ch thng hiu s hu. Trn th gii c nhiu thng hiu t c gi tr cao nh vy. V d nh: Pepsi, Nokia, Kodak...

4.1. kin ngi tiu dng a phng v i rut hng-Hng Giy 4.2. Th hiu tiu dng ca ngi tiu dng ti thnh ph Long Xuyn 4.3. Phn tch mi trng kinh doanh i 4.4. Phn tch nhng thun li - kh khn - c hi - e da 4.5. Ma trn SWOT 4.6. Gii thch cc chin lc thng hiu 4.7. Cc ma trn la chn cc chin lc 4.8. Th trng v phn khc th trng



CHNG 4: PHN TCH TH TRNG

Xy dng thng hiu l mt qu trnh lu di, cn nhiu s u t ti chnh, cng sc v tm huyt. xy dng c mt thng hiu ngi xy dng s c nhiu vic cn phi thc hin nh: nghin cu th trng; nh v sn phm; t tn thng hiu v cc thnh phn khc ca thng hiu nh logo, biu trng, slogan, ng k bo h thng hiu v vic phi tm ch ng cho thng hiu trn th trng bng chin lc marketing-qung b thng hiu, mang thng hiu n ngi tiu dng.

Th trng l ni quyt nh s tn ti v pht trin ca sn phm. Cho nn, nghin cu th trng l cng vic rt quan trng bao gm cc hot ng nh: nghin cu nhu cu, sn phm hin hnh, khch hng, i th cnh tranh, nh cung cp nhm pht hin nhu cu ca ngi tiu dng hoc bit c thi ca ngi tiu dng i vi sn phm v nhn din cc c hi cng nh thch thc m thng hiu c th gp phi.

nh v sn phm bao gm vic thit k sn phm v tnh nng, cng dng, v s khc bit, mi l, tin ch, i vi sn phm c th y l vic ti nh v, chn lc nhng u im c ngi tiu dng nh gi cao; loi b nhng c im ngi tiu dng khng chp nhn, khng cn thit; b sung nhng yu t mi,

Tn thng hiu cng vi logo, biu trng, slogan l gip khch hng phn bit vi nhng hng ha hoc thng hiu khc, gy s ch , to n tng v ghi nh trong tm tr ngi tiu dng. ng k bo h thng hiu l th tc php l c tn trng v quyn s hu thng hiu. Sau l mt qu trnh marketing lu di, bn b. Xy dng thng hiu khng ch n thun l hot ng thit k tn thng hiu, logo, biu trng sau i ng k l xy dng thng hiu. Cng khng phi xy dng thng hiu l ch vo sn phm v cc hot ng marketing qung b. Xy dng thng hiu l mt qu trnh lu di v tn km phi phi hp ton din cc hot ng trn thm ch nhiu hn na (nh phi quan tm n chin lc kinh doanh ca doanh nghip,). i Hng Giy c ngi tiu dng bit n t nm 2002 nhng do qui m sn xut nh, cha u t cc hot ng qung b, tm kim, m rng th trng nn ch yu tiu th ti th trng a phng cha bn rng ri ti cc ni khc. Mi thng hiu thnh cng u bt u bng mt sn phm cht lng. Vi mong mun xy dng i Hng Giy thnh mt thng hiu mnh v cht lng sn phm c khng nh t pha ngi tiu dng cho nn cn phi tin hnh phng vn kin ngi tiu dng khi u cho hot ng xy dng thng hiu.

Sau y l kt qu tng hp t hai bng cu hi phng vn:



65,45

12,73

12,73

5,45

3,64

0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00

Phn trm

Gin chua ngt

Chua ngt

Gin ngt

Gin cht

Gin chuaPh

m c

ht

4.1. kin ngi tiu dng v cht lng ca i Hng Giy. 4.1.1. Nhn nh v c im phm cht bn trong qu i (cm nhn ca ngi tiu dng sau khi n)

Biu 4.1: T l nhn nh v c im phm cht bn trong i Hng Giy

Phn ln ngi tiu cho rng i Hng Giy c 3 c im phm cht: Gin, chua, ngt s ngi cho kin ny chim 65,45%; Thuc tnh gin ngt v thuc tnh chua ngt th c cng t l nhn xt l 12,73%; Cc thuc tnh cn li l Gin chua v Gin cht c t l nhn nh thp, t l tng ng l 3,64% v 5,45%. Trong cc thuc tnh cht, gin, chua, ngt th ni bc l thuc tnh ngt, trong nhm t l nh gi cao u c thuc tnh ngt. y l mt im hp dn ca ging i ny v c t loi tri cy c c tnh ny (khi cha chn) hn na li thuc nhm tri cy c v chua. Ly xoi lm v d:

+ Xoi tng: gin, t chua, khng ngt

+ Xoi ct: nhiu tinh bt, gin +Xoi Thanh ka: rt chua, t gin, khng ngt

S thch n ung ca ngi tiu dng rt a dng, ngi th c khu v thch chua, ngi th c khu v thch ngt,... i Hng Giy c phm cht va gin, va chua, va ngt. T cho thy i Hng Giy d n, c th p ng khu v a thch ca nhiu ngi k c nam gii, ph n, thanh thiu nin v tr em cng rt thch. iu ny mang n s thun li l i Hng Giy s c i tng khch hng rng v s d tiu th sn phm.



4.1.2. c im khc bit ca i Hng Giy Khi hi v c im ring c ca i Hng Giy, kt qu nhn c nh sau:

Bng 4.1: T l nhn nh v c im khc bit ca i Hng Giy

STT c im S lt tr li Phn

trm (%)

1 Rut hng 33 22 2 Gin 27 18 3 Ngt 24 17 4 Mu sc ti sng 20 14 5 t ht 18 12 6 Chua 11 8 7 V nhn bng 11 8 8 Cht 1 1 9 Khc 0 0

10 Tng 50 100

y l cu hi c nhiu la chn mt khch hng c th cho rng i c nhiu thuc tnh ring c. Mt c tnh c chn ch chim 0,69% cho nn c s chnh lch gia s ngi v t l phn trm.

T l nhn din v c im khc bit ca i Hng Giy c th hin qua biu sau: Biu 4.2: T l nhn nh v c im khc bit ca i Hng Giy

V nhn bng8%

Cht1%

Rut hng22%

Gin18%

Ngt17%

Mu sc sng ti14%

t ht12%

Chua8%

C 22% ngi tiu dng thch c im rut hng ca i Hng Giy, y l c im c nhiu ngi thch nht c 33 trong tng s 50 ngi, 18% ngi tiu dng cho rng i Hng Giy rt gin, gin hn hn cc loi i khc v h rt thch. K n l c im ngt chim 17%, trong cc c im cn li ng quan tm l c im t ht. y l mt trong nhng c im ch vn mong mun nh v cho sn phm ca mnh nhng ngi tiu dng nh gi khng cao c im ny. N ch chim 12% thp hn 2% so vi c im mu sc ti sng ca v qu. i Hng Giy c c



im v bn ngoi rt d nhn bit l da hi b sn. Chnh v vy, c im v nhn bng khng c nhiu ngi chn, s ngi chn c im ny ch c 8%, c cng t l 8% vi c im ny l c im chua.

Nh vy, theo s nhn xt ca ngi tiu dng th c th tng kt i Hng Giy c c im sau y:

c im nhn bit: Rut hng, Da sn

c im cm nhn: Gin chua - ngt c im gin chua - ngt l mt u im ln ca i Hng Giy, ngi tiu dng thch n i Hng Giy l phn ln nh c im ny. c im rut hng v da sn gip cho khch hng nhn bit i Hng Giy mt cch d dng. Mu hng ca rut i lm cho i trng p mt hn, hp dn hn v ngi tiu dng c th cm nhn i ngon hn.

4.1.3. T l i km cht lng (su c bn trong, qu cn non nn c v cht, i c b mm,...) C 92% khch hng tr li khng nhn c i km phm cht. Cn li 8% tr li c v trung bnh h nhn c 9,3% i km phm cht khi mua. Nh vy, khch hng hi lng l kh ln nhng cn phi nng cao t l ny hn na. Hnh thc m h cho l km phm cht nhiu nht l b i c v cht, k n l nhiu ht v sau cng l mm.

Vi 8% khch hng khng hi lng, phn ng tip theo ca h l:

Phn nh vi ch vn khi mua ln sau, chim 60%.

Khng c khch hng no tht vng v phn ng li bng cch khng cn tin tng v khng tip tc mua na

Khng mua mt thi gian mi mua li, chim 10%

Thng cm b qua, chim 30% C c nhng khch hng thuc nhm 1 v nhm 4 th tht l ng qu, cn i vi nhng khch hng thuc nhm 2 v nhm 3 th ch vn ngoi vic khng bn c i cho h m cn c th mt uy tn vi nhng khch hng khc khi h ph phn vi nhng khch hng khc v cht lng i Hng Giy. Khi , nhng khch hng ny c th nghe theo v khng mua i Hng Giy. Nh vy, ch vn khng ch mt nhng khch hng hin ti m cn mt nhiu khch hng tim nng khc na.

gii quyt vn ny, ch vn cn tng qui m c s lng bn cho ngi tiu dng, m bo uy tn khi bn sn phm, c bin php kim sot sn phm trc khi bn cho ngi tiu dng, khng bn i cha ng sc thu hoch, i b su, i c. Trong thi gian ti s tin hnh xy dng thng hiu i. iu u tin ch vn s lm l nng cao v kim sot cht lng i phc v ngi tiu dng tt hn. Cc vic lm c th thc hin li cam kt ca thng hiu l: S chn lc ging i tt, phm cht ngon; lp k hoch chm sc, qun l, thu hoch v kim tra cht lng cht ch mang n cho ngi tiu dng nhng qu i ngon hn, m bo lng tin ca ngi tiu dng gim thiu ti a phn nh ca ngi tiu dng l i km cht lng.



4.1.4. c im khch hng khng thch (khuyt im): Qua 50 mu phng vn ch c 2 khch hng tr li khng thch i Hng Giy c c im: rut c ht v v khng nhn. Vi hai khuyt im ny th c th ci thin bng bin php chm sc tt hn: cung cp nc, b sung thm lng phn hu c nh cy c, rm r, phn chung (phn g, tru, b).

Qua nhng cc c im phm cht trn i Hng Giy c ngi tiu dng nh gi t trung bnh 8,2 im, cn i khc m h bit ch t 6,4 im 15 i Hng Giy so vi cc loi i khc th cao hn 1,8 im, im chnh lch cng kh cao. Nh vy i Hng Giy ngon hn cc loi i khc, s nh gi cao nh vy l do i c phm cht ngon nhng cng c th do ngi tiu dng cha c bit nhng ging i ngon khc m ch bit nhng loi i bnh thng, c bn ph bin rng ri. Do h cha c nhiu c s nhn nh nh gi. Tuy nhin, qua nhn xt c th khng nh rng i Hng Giy l loi i ngon nht th trng hin ti v s c nhiu kh nng pht trin. 4.1.5. Gi c: Mc gi hin ti ca i Hng Giy l 4.000 ng/ kg. C 86% khch hng tr li mc gi hin nay l va, khch hng chp nhn mc gi ny. 10% khch hng cho rng mc gi hin ti l kh cao, 4% khch hng cho rng mc gi hin ti l cao v khng c khch hng no cho l mc gi ny thp. Nh vy, th trng ny cn c kh nng tng gi nhng mc tng thm s khng ln lm ch vo khong 500 1.000 ng/ kg.

Ti a phng cc loi i khc bn vi mc gi nh sau:

Bng 4.2: Gi i qua cc nm VT: ng

15 im c tng hp t bng cu hi phng vn th nht ti a phng ni trng i

Nm i Hng Giy i X L i vn khc 2002 2.500 2.000 3.000 2004 3.000 3.000 3.500 2006 3.500 1.500 4.000 2007 4.000 3.000 4.000

(Ngun: Ghi nhn ca ch vn qua cc nm)



Biu 4.3: Gi i qua cc nm

0

1000

2000

3000

4000

5000

2002 2004 2006 2007 Nm

Gi

i Hng Giy X l Vn khc

i Hng Giy c mc gi tng u qua cc nm, trong giai on u th cao hn loi i X L, rut trng bn ch v thp hn mt vn i khc a phng. Gi ca i Hng Giy lun l mc gi theo sau, khi i th tng gi th mi tng theo. i X L bn ch tng gim gi theo th trng nn c s thay i ln v gi khi th tng khi th gim. i Hng Giy c cht lng tt nn mc gi bn lun n nh. C th l trong nm 2006, i X L gim cn 1.500 ng/kg nhng i Hng Giy c gi gp i vn c ngi tiu dng a phng chp nhn.

4.1.6. Th hiu mua hng Trng lng a thch: 46% ngi tiu dng thch qu i c 5 - 7 qu t 1 kg ( t 142 200g), ngi tiu dng khng thch qu i qu b (hn 8 qu mi t 1kg tc nh hn 125g), 54% ngi tiu dng thch i c t 2 4 qu t trng lng 1kg (t 250 500g) Tiu chun chn mua i:

Bng 4.3: Tiu ch chn mua i ca ngi tiu dng

STT Tiu ch chn mua i Mc u

tin

1 Da sng bng 1

2 Qu cng 2

3 Qu ng u 3

4 Qu to 4

5 Qu mm, thm 5

Khi mua i iu u tin ngi tiu dng quan tm l da i phi sng bng, da i sng bng l i gi, gn chn, ng sc thu hoch, n rt gin v ngt. u tin th hai ca ngi tiu dng l c im qu phi cng. Tiu ch th ba l qu ng u, khng c qu qu to, qu nh. Qu to l u tin th t v ngi tiu dng khng thch n i chn nn nn c im mm thm xp cui cng.

- Nhn dng thng hiu: Khng c ngi tiu dng no nhn bit i Hng Giy bng bao b, 10% khch hng tin tng li ni ca ngi bn l khi h ni y l i Hng Giy th ngi tiu dng tuyt i tin tng, cn chc l i Hng Giy 44%



ngi tiu dng n ti vn mua, 46% ngi tiu dng da vo hnh dng bn ngoi l da sn nhn bit i Hng Giy. 4.2. Th hiu tiu dng i ca ngi tiu dng thnh ph Long Xuyn Sau y l kt qu ca bng phng vn s 2: 4.2.1. Nhng loi i c ngi tiu dng dng qua

Biu 4.4: T l tiu dng cc loi i

Loi i c s ngi tng n nhiu nht l i X l c 37/40 ngi, chim 47,4 % s lt la chn. i o c 15/40 ngi tng dng qua, chim 19,2% s lt la chn. i S c 14/40 ngi, chim 17,9%. i Thi Lan c 8/40 ngi, chim 10,3%. i khc c 4/40 ngi, chim 5,1%. Cc loi i khc ch c mt ngi tiu dng bit tn nhng kh l l i Chut cn 3 ngi khc khng nh hoc khng bit tn loi i khc .

Trong cc loi i trn, ngi tiu dng thch nht l i X L, trong s nhng ngi c dng qua i x l th c 75,7% chn i X L l loi i h thch nht chim 70% tng s ngi tiu dng c hi. Con s tng ng ca cc loi cn li l: i o: 33,3% v 12,5%; i Thi Lan: 37,5% v 7,5%; i S: 14,3% v 5%; i khc: 50% v 5%. Nhn chung, i X L l loi i c nhiu ngi dng nht, v c s ngi thch nhiu nht. i o v i Thi lan c s ngi dng trung bnh v s ngi thch cng trung bnh. i s c s ngi dng trung bnh nhng s ngi thch rt thp, i khc c s ngi dng qu t nn d s ngi thch trong nhm kh ln cng khng phi l iu ng quan tm.

0

10

20

30

40

50

Phn trm

S X l o Thi lan Khc Loi i

T l ngi thch T l ngi c dng

17

47

19

10.5.

14

75

26 37 50



Thng hiu; 2,4Hnh dng BN;

33,7

V sinh; 19,3

Gi; 25,3Phm cht BT;

19,3

4.2.2.1. Tiu chun chn mua i. Tiu chun chn mua i th hin qua biu sau:

Biu 4.5: Tiu chun chn mua i ca ngi tiu dng

Qua biu c th thy tiu chun chim s quan tm nhiu nht l hnh dng bn ngoi chim 33,7%, th hai ngi tiu dng quan tm v gi c chim 25,3%. Yu t phm cht bn trong v yu t hp v sinh c cng t l l 19,3%. Ngi tiu dng khng quan tm nhiu n yu t thng hiu ca i nn thng hiu ch c 2,4% ngi tiu dng quan tm.

S quan tm v yu t thng hiu thp nh vy, liu cng vic xy dng thng hiu c cn thit khng? y l cu hi cn phi quan tm nhng ngay t u, i Hng Giy khng nh xy dng thng hiu t cht lng sn phm. Mt sn phm cht lng tt s dn chim c tnh cm v lng tin ca ngi tiu dng. Thng qua qu trnh tiu dng tin tng cng vi hiu ng ca hot ng marketing s dn hnh thnh hnh nh mt thng hiu trong lng ngi tiu dng. T l quan tm n yu t thng hiu thp nh vy cng l ph hp vi tnh hnh xy dng thng hiu ca cc loi tri cy v cc loi i hin nay.

Cc nh sn xut, nh phn phi, kinh doanh cha quan tm nhiu n hot ng u t xy dng thng hiu cho sn phm ca mnh. Trc y, nng sn v tri cy ca Vit Nam quan tm l lm sao c gi r, s lng nhiu l c nhng nay trong xu th m ca hi nhp, s pht trin v nhn thc tiu dng, yu cu v ngun gc xut x, an ton sc khe th chc chn s quan tm v thng hiu trong thi gian ti s gia tng. Cc nh sn xut phi l ngi theo di, nm bt cc xu hng pht trin (xu hng tiu dng), phi c hot ng tc ng tht y s quan tm ca ngi tiu dng.



4.2.3. Tiu chun v hnh dng bn ngoi Ngi tiu dng mua i ch yu da vo hnh dng bn ngoi. Yu cu c th v hnh dng bn ngoi th hin qua bng sau:

Bng 4.4: T l kin v hnh dng bn ngoi

Tiu chun S lt tr li Phn

trm (%) Da ln, sng 30 40 Qu TB 23 30,7 Qu to 12 16 Da sn 5 6,7 Qu chn 4 5,3 Qu nh 1 1,3 Khc 0 0

Tng 75 100

Hnh dng bn ngoi m ngi tiu dng quan tm nhiu nht da ln v sng c 3/4 s ngi phng vn chn, chim 40% lt la chn. c im hnh dng bn ngoi c s quan tm ln th hai l c im qu trung bnh (t 4 6 qu/kg), c 23/40 ngi chn, chim 30,7% s lt la chn. Ngi tiu dng khng thch qu to, cng khng thch qu nh (qu to chim 16%, qu nh ch chim 1,3%). c im da sn v qu chn c t l chn la thp (da sn ch c 6,7%, qu chn c 5,3%) chng t y l nhng c im ngi tiu dng khng thch. Kt qu ny tng ng vi phn th hiu tiu dng bng phng vn th nht. Nh vy, a s nhng ngi tiu dng khi mua i th h s chn mua nhng qu i c hnh dng bn ngoi l da ln v sng, kch c qu ng u khng qu to cng khng qu nh.

4.2.2. Tiu chun v phm cht bn trong Bng 4.5: T l cc kin v yu cu phm cht bn trong ca qu i

Phm cht bn trong

S lt tr li Phn trm

Gin 35 21,5 Ngt 33 20,2 t ht 29 17,8 Tht dy 21 12,9 Mi thm 14 8,6 Rut hng 11 6,7 Chua 10 6,1 Rut trng 7 4,3 Khng ht 2 1,2 Khc 1 0,6

Tng 163 100

Cc phm cht bn trong m ngi tiu dng quan tm nhiu nht l: Gin (21,5%), Ngt (20,2%), t ht (17,8%), c im tht nhiu cng kh c quan tm (chim 12,9%), cc c im v phm cht, mi thm th khng c chn la nhiu: mi thm 8,6%, rut hng 6,7%, rut trng 4,3%.



Quy tri cy ch;

44,3

Siu th, CH TC;

3,3

Ti vn ; 8,2

Khc; 1,6

Ngi bn hng rong ;

42,6

4.2.3. Mc tiu dng i Bng 4.6: kin v mc tiu dng i

S liu thu c cho thy, ngi tiu dng khng n i thng xuyn, s ln n i trong mt tun thp hn 4 ln. Mt s t ngi tiu dng n i nhiu hn, mt tun dng c 23 ln, s lng ngi tiu dng trong nhm ny chim 22,5% v khi lng trung bnh mi ln mua l 0,9 kg. Nhm ngi tiu dng rt lu (hn mt thng) mi n mt ln chim t l thp 12,5% v khi lng trung bnh mi ln mua l 0,8 kg. Cn li a s ngi tiu dng tiu dng i mc mt thng n 1 2 ln chim 65%, khi lng mua trung bnh ca nhm ny l 1,2 kg. 4.2.5. Ni mua i Ni mua i ca ngi tiu dng c th hin qua biu sau

Biu 4.6: T l ni mua i ca ngi tiu dng

Ngi tiu dng ch yu mua ti quy tri cy ch (44,3%) v mua ca nhng ngi bn hng rong (42,6%), cc t l cn li l mua ti vn 8,2%, mua siu th 3,3%, ni khc chim 1,6%. Nh vy, khng c nhiu ngi n siu th, ca hng tri cy mua i. iu ny c th l gii c v thc t tri cy bn siu th khng khc g so vi bn nhng ni khc. Mua tri cy siu th ngi tiu dng s phi chi tr

Thi gian S lt tr li Phn trm

(%) Tng

khi lng

Khi lng

TB Ngy no cng n 0 0,0 0,0 0,0 Mt tun n 4 - 6 ln 0 0,0 0,0 0,0 Mt tun n 2 - 3 ln 9 22,5 8,5 0,9 Mt thng n 1 - 2 ln 26 65 31,75 1,2 Hn mt thng 5 12,5 4,0 0,8

Tng 40 100



thm cc khong chi ph nh thu gi tr gia tng, chi ph mt bng, chi ph qun l, nn gi mua tri cy siu th thng cao hn gi bn ngoi. ngi tiu dng chp nhn mua tri cy siu th vi gi cao hn th nht thit tri cy siu th phi mang n cho ngi tiu dng nhiu gi tr hn. Cc gi tr chnh l s cam kt v cht lng ca sn phm, s vt tri v hnh thc bn hng, hnh thc sn phm, s nhn bit hay ngn gn l ngi tiu dng tin tng vo uy tn ca hnh nh thng hiu. Ngi tiu dng chn mua tri cy ti cc a im v cc l do sau: (1) gn ni , (2) gn ni lm vic, (3) thun tin mua nhiu mn hng khc, (4) yn tm v cht lng, (5) gi r, (6) khi phi mc c v gi, (7) s thch tiu dng, (8) cha c nhiu siu th ca hng tri cy. T l cc l do chn ni mua c th hin qua biu sau:

Biu 4.7: T l cc l do chn ni mua tri cy

a s ngi tiu dng chn ni mua da vo s thun tin, cc yu t gi c, cht lng, s thch tiu dng khng chim t l ln. C th l, 37,8% ngi tiu dng mua tri cy gn ni , 21,6% mua tri cy ng thi thun tin mua nhiu mn hng khc. Trong biu trn ngi tiu dng mua tri cy ch yu ti ch, nhng ngi bn hng rong. Phn ln hng ho bn y l nhng mt hng tiu dng bnh dn, ngi tiu dng rt d mua nhm nhng mt hng tri ni, khng r lai lch. Tri cy khng c mua t siu th, ca hng tri cy, ti vn nn l do yn tm v cht lng v s thch tiu dng chim t l nh, 2 l do ny c t l bng nhau u bng 8,1%.

4.2.6. Ngi mua Trong s nhng ngi c phng vn, c 15% ngi tiu dng n i ch do t mnh mua, 20% ngi n i nhng hon khng t mnh mua m do ngi khc mua cho v mt iu c bit l hu ht h l nam gii. Cn li, l nhng ngi tiu dng d tip cn. H c th t mnh mua i n hoc c th nh ngi khc mua, ngi khc cho s ny chim 65%.

37.8

9.5

21.6

8.113.5

0

8.1

1.40.05.0

10.015.020.025.030.035.040.0

Gnni

Gnnilmvic

Thuntinmuanhiumnhngkhc

Yntm v

chtlng

Gi r Khiphimcc vgi

Sthchtiu

dng

Chac

Siuth,cahngtricy



4.2.7. Th hiu v qu i trong tng lai Bng 4.7: Yu cu v phm cht i trong tng lai ca ngi tiu dng

Phm cht Lt chn Phn trm (%) Ngt 29 18,4 Gin 25 15,8 t ht 22 13,9 Da ln 12 7,6 An ton 12 7,6 Tht nhiu 12 7,6 Thm 9 5,7 Chua 7 4,4 Qu va 6 3,8 Qu to 6 3,8 Rut hng 4 2,5 Qu trn 3 1,9 Rut trng 3 1,9 Gi ph hp 2 1,3 Xanh 2 1,3 Qu di 1 0,6 a ch 1 0,6 Bo qun lu 1 0,6 Chn 1 0,6

Tng 158 100

Biu 8: Cc yu cu v qu i trong tng lai

18.415.8

7.6 7.6 7.64.4 3.8 3.8 2.5 1.9 1.9 1.3 1.3 0.60.60.60.6

5.7

13.9

0.05.0

10.015.020.0

ngtgint htda lnan tontht nhiuth

mchuaqu v

aqu torut hngqu trnrut trnggi ph h

pxanhqu diachbo qun luchn

C th thy ngi tiu dng c kh nhiu yu cu i vi phm cht ca qu i. Nhng ni tri vn l ba phm cht ngt (18,4%), gin (15,8%), t ht (13,9%) y l cc c im phm cht bn trong ca qu i. Cn c im hnh dng bn ngoi ni bc vn l c im da ln (7,6%), c im an ton c ngi tiu dng quan tm nhiu hn trc v t l hn hn cc c im nh: rut trng, rut hng, qu to, qu nh, chua, thm. c im an ton c cng t l vi c im da ln v c im tht nhiu. Mt s c im mi l chn , bo qun lu, a ch ni sn xut, qu di, da xanh. Nhng cc c im ny c t l rt thp, ng ch l ngi tiu dng bt u



c du hin quan tm n ngun gc, xut x ca sn phm. l yu t a ch ni sn xut d t l nh nhng l mt du hiu ca s chuyn bin tch cc. 4.3. Phn tch mi trng kinh doanh i

4.3.1. Ch u t Trong n lc xy dng hnh nh thng hiu v trong cuc chin ginh khch

hng vi nhng thng hiu khc, nht thit ch s hu thng hiu phi tn cc chi ph thc hin cc hot ng nh: nghin cu th trng, thit k thng hiu, thit lp mi quan h vi cc nh phn phi, qung co, chiu th v chi ph to ra sn phm. y l nhng khong chi ph rt ln cn phi xem xt kh nng ti chnh ca ch s hu thng hiu. i vi i Hng Giy ngun vn ca ch s hu gm c:

+ t: din tch 3,8 ha, l t nng nghip tng tr gi khong 760 triu ng

+ Vn lu ng 100 triu ng v hn 200 gc i ging (c ngha l ngun ging c sn khng cn phi tn chi ph mua).

Ti chnh xy dng thng hiu ca ch u t c th thy kh khim tn. i vi nhng cng ty ln c tim lc ti chnh mnh h c th xc nh chi ph xy dng, qung b thng hiu trc ri phn b hay huy ng ti chnh thc hin. Cn i vi nhng doanh nghip, nhng c s nh mi bt u manh nha pht trin th mt vic u t nhiu cho vic qung b thng hiu l mt vn kh khn ca h. Nhng vi nhng trng hp nh vy cc c s ny vn c th tng bc xy dng thnh cng thng hiu ca mnh. Khi s tn nhim ca khch hng v cht lng sn phm phi c t ln hng u h tin tng, trung thnh vi thng hiu v gii thiu thng hiu cho nhng ngi thn hoc bn b ca h. Ngoi ti chnh ra nh vn cn c:

- Kinh nghim sn xut: + Hn ch su bnh v nm bt c bin php iu tr thch hp, bng chng l

trong nm 2005 hng lot vn i, vn mn b tht thu hoc thm ch ph b v bnh rui c qu. Trong khi , i Hng Giy hu nh khng b tc ng, c nh vy mt phn cho c tnh ca i mt phn do kinh nghim ca ch vn.

+ Kinh nghim bn phn, ta cnh cho ra hoa u, nng sut cao.

Vi tnh hnh gi c hng nng sn thay i khi c, khi mt nh hin nay ch vn cho rng nu ch trng hoc nui c canh mt cy hoc mt con th rt hi hp m phi kt hp nhiu cy hoc nhiu con hoc kt hp cy con li vi nhau. Tuy l mt ngi nng dn nhng qua y cng cho thy nhn nh v mi trng kinh doanh nh vy l rt ng v bin php gim ri ro nh vy tuy rng cha theo nhu cu th trng nhng cng rt ph hp v hiu qu. Nu mt th ny cn c th khc b p li c. Hn na, cn c th ly ngn nui di.

- Hai vn ln m ch thng hiu ang gp phi l kh nng tm kim th trng v nng lc qun l khi m hnh c m rng.

4.3.2. Cc nh cung ng Bao b: Do yu cu th hiu thm m ca con ngi ngy cng cao, chng

nhng sn phm hng ha ngy cng hon tin v tnh nng, cng dng, mu m, m bao b ca hng ha cng phi c thit k sao cho tht hp dn. Th trng bao b Vit Nam hin nay c rt nhiu nh cung cp. Bao b ca i Hng Giy c th chn nh



Lao ng S ngi Lao ng gia nh

Lao ng thu

T sn xut & thu hoch 4 1 3 T v sinh, dn nhn 3 2 1 T vn chuyn 3 1 2 T ph trch vn thng hiu 2 1 1

Tng 12 5 7

cung cp ti thnh ph H Ch Minh, thnh ph Cn Th hay ti tnh An Giang. Do ti trong tnh c khong cch a l gn, c th tit kim chi ph v thi gian hn na mu m bao b ca i Hng Giy c thit k kh n gin, khng c yu cu k thut cao nn i Hng Giy s chn nh cung cp bao b ti a phng l Cng ty bao b An Giang.

Lao ng: S lao ng cn Bng 4.8: Nhu cu lao ng

Tng s lao ng cn cho ton b qu trnh sn xut v tiu th l 12 ngi. Trong , lao ng gia nh c 5, lao ng thu l 7 ngi.

L vng sn xut nng nghip, thi gian nhn ri ca ngi dn kh nhiu, 7 lao ng khng phi l mt s lng ln cho nn ngi lao ng s thu a phng. Ngoi cng vic sn xut v vn chuyn l cng vic nng nhc cn phi l nam cn cc cng vic cn li tng i nh nhng, c th thu mn ph n hoc tr em to thm ngun thu nhp cho h. Ti chnh:

M hnh m ch vn d nh thc hin l m hnh ly ngn nui di. Ngun thu nhp hng thng s c dng u t cho vic nui c. V ngun thu ln hn t c s chi tr cho cc khon u t v xy dng thng hiu i nh chi ph qung co, tip th Nhu cu vn ban u kh ln, d kin khong 150 triu ng u t cho sn xut v khong 100 triu ng u t cho xy dng thng hiu. S tin ny s c huy ng t cc ngun nh: vay ngn hng t 100 150 triu, vn t c ca ch vn khong hn 50 triu cn li l vay mn ngi thn, bn b. Cc yu t u vo khc: phn, thuc, ti th trng a phng c th m bo.

4.3.3. Cc i th cnh tranh Ging nh tnh hnh chung ca tri cy Vit Nam, cc nh vn cha quan tm n vn lm tng gi tr sn phm bng cc hnh thc bn ngoi. i c trng ri bn cho cc thng li, cc ch u mi tri cy sau nhng ngi bn l mua v bn cho ngi tiu dng. Ngi tiu dng hon ton khng bit g v tn gi loi i, xut x t u, thi gian thu hoch. Hnh dng bn ngoi l yu t chn mua ca ngi tiu dng, nhng ngi bn hon ton cha to s thu ht khch hng bng cc k thut khc nh: khng gian trng by, bao b sn phm bt mt, ngi bn hng nhit tnh,

Trn th trng Vit Nam hin c cc loi i sau: * i Khng Ht 8 thng: Mi nm cho tri 3 k, tri kh ln t 3 - 4 tri/kg. Mi k i bn gi 20.000 ng, t gp nhiu ln i bnh thng. Hin nay i khng ht c a vo siu th Metro Cn Th.



* i Bo Thi Bnh: Cy cao 3 - 4m, qu to 100 - 200g ci dy, rut nh, t ht, n gin, ngon, bn cao hn cc loi i khc t 5.000 7.000 ng/kg. * i o: Gi chung cc ging rut. i o ngon l ging qu hnh cu, ci dy, rut nh, t ht, qu nng 200 - 250g, n gin, ngon, chn c mi thm c bit. * i M: Qu trn, nh, ch nng khong 40 - 50g, ci dy, rut b, t ht, v mu vng trng, thm, ngon. * i X L: Cy mc kho nhng khng cao, l to, tn tha, qu to, hnh qu l, ci dy, t ht, n qu cn ng th gin, qu chn th mm. Ging i ny c ngun gc t Indonesia di thc vo nc ta t lu. Trng nhiu nht Tin Giang, ch ring huyn Tn Hng c trn 200 ha vi sn lng mi nm hn 9.000 tn. Gi bn t 1.500 3.000 ng/kg.

* i Thi : Nhp t Thi Lan. Hin nay, cy i Thi c trng nhiu ni Vit Nam: ng bng Sng Cu Long, ng Nai,... Gi bn hin ti l 13.800/kg. i c tiu th a phng v cng tip th tn H Ni v mt s tnh pha Bc. * i ng D H Ni: Tri i c v trng, qu nh, v ngt, cy d trng, t su bnh. Ch yu c trng H Ni vi din tch khong 35 ha, cho tri theo v. Trong cc loi i trn th i X L l i th trc tip ca i Hng Giy v n c trng nhiu ng bng Sng Cu Long c v tr a l gn vi i Hng Giy, gi r, din tch trng nhiu v mt s a phng cng ang tin hnh xy dng thng hiu cho i v d nh: i X L Ngh Tn Hng do Hp tc x i X L Ngh Tn Hng thuc tnh Tin Giang qun l.

Phn tch v i th trc tip So vi i Hng Giy th i X L c nhng c im sau: i c gin tt, rut c mu trng, t ht nhng thng b lt khng c c phm cht chua-ngt. Qu i tng i trn, y n, trng lng trung bnh 150g - 300g. Quy m sn xut ca i X L kh ln c trng nhiu ni c bit gn y pht trin hnh thc trng i kt hp vi trng cy c mi rt hiu qu. Gi i X L tng i thp dao ng t 1.500 3.000 ng/kg. i c bn khp cc tnh thnh Nam B v nhiu ni khc, nh vn sau khi thu hoch i em bn cho cc va tri cy t i c phn phi i khp ni. Hin ti th cha c thng hiu i X L no c ngi tiu dng bit n. Do , i Hng Giy s nm bt c hi v i trc i th mt bc l xy dng thng hiu i ngi tiu dng bit n nhiu hn. Nhn chung i Hng Giy c mt s phm cht tri hn i X L nh cc phm cht sau: Khi n i ngi tiu dng cm nhn i va gin va chua li va ngt, rut i c mu hng trng rt hp dn. Kch c gia hai loi i th tng ng nhau. i vi ngi tiu dng gi c i khng quan trng lm, h chp nhn gi cao hn nu h c thng thc loi i ngon hn. Hn na, gi ca i Hng Giy cng khng phi l t.

V hiu qu kinh t th i Hng Giy c hiu qu cao hn i X L. iu ny c so snh qua mc chi ph sn xut v li nhun ca vic trng hai loi i ny. Sau y l cc s liu v chi ph v li nhun ca i Hng Giy v i X L. Cc khon chi ph, doanh thu v li nhun c tnh trn 100 cy i trong thi gian mt nm16.

16 S liu c ghi nhn ti vn i ca anh Trn Vn Hu. a ch: p Trung Ph 4, x Vnh Ph, Thoi Sn, An Giang



Bng 4.9: Chi ph sn xut ca i Hng Giy v i X L VT: ng

Khon mc i Hng Giy X L Chnh lch

Ging 500.000 400.000 100.000 Phn bn 350.000 210.000 140.000 Thuc BVTV 160.000 170.000 -10.000 Nc ti 450.000 528.000 -78.000 Lao ng chm sc 1.800.000 1.000.000 800.000 Lao ng thu hoch 1.800.000 1.000.000 800.000

Tng chi ph 5.060.000 3.308.000 1.752000 Trung Bnh 50.600 33.080 17.520

So vi i X L th i Hng Giy c tng chi ph cao hn. Chi ph sn xut i Hng Giy cao hn l do c tnh ca i Hng Giy l cho tri quanh nm cn i X L th cho tri theo ma v nn i Hng Giy phi tn nhiu cng chm sc v thu hoch hn. Cc chi ph v phn bn, thuc bo v thc vt s ph thuc nhiu vo tng c nhn sn xut i, mi ngi c cch chm sc khc nhau, hn na v khng c iu kin nghin cu nhiu v chi ph sn xut ca cc vn i X L nn khng th ni trng i X L tn phn, thuc nhiu hay t hn i Hng Giy. vn i chn so snh th c chi ph cho phn bn thp hn nhng chi ph thuc bo v thc vt th cao hn. Nhn chung, cc s liu ny chnh lch nhau khng nhiu. Nh vy, s khc bit ln v chi ph gia i Hng Giy v i X L ch yu l lao ng chm sc v lao ng thu hoch, s chnh lch ny l do c tnh ma v ca i to nn lm cho i Hng Giy c tng chi ph sn xut cao hn tng chi ph sn xut ca i X L. Mc d c chi ph sn xut cao hn nhng i Hng Giy c li nhun cng cao hn i X L. iu ny th hin qua bng so snh li nhun sau:

Bng 4.10: So snh li nhun ca i Hng Giy v i X L VT: ng

Khon mc i Hng Giy X L Chnh lch S lng (kg) 4.800 4.000 800 Gi 4.000 3.000 1.000 Doanh Thu 19.200.000 12.000.000 7.200.000 Chi ph 5.060.000 3.308.000 1.752.000 Li nhun 14.140.000 8.692.000 5.448.000

i Hng Giy c mc li nhun l 14,14 triu ng trn 100 cy i cn li nhun ca i X L ch c 8,692 triu ng. Nhn vo s chnh lch chi ph v li nhun th r rng i Hng Giy c hiu qu kinh t hn: chi ph cao hn 1,752 triu ng nhng li nhun cao hn n 5,448 triu ng.

Nh vy, qua s so snh v phm cht v hiu qu kinh t ca i Hng Giy v i X L c th thy rng i Hng Giy chim u th hn. i X L c ngi tiu dng thnh ph Long Xuyn tiu th nhiu nht, Long Xuyn l th trng m i Hng Giy ang hng n, ngi tiu dng y cha bit nhiu v i Hng Giy nhng qua



nhng g so snh trn y c th tin rng i Hng Giy c th xm nhp thnh cng th trng thnh ph Long Xuyn. 4.4. Phn tch nhng im mnh im yu, c hi v nguy c nh hng n vic xy dng thng hiu.

4.4.1. im mnh i c phm cht ngon, p ng c th hiu ca ngi tiu dng. iu ny c ngi tiu dng a phng khng nh (i Hng Giy c ngi tiu dng cho 8,2 im cn i khc m h bit ch t 6,4 im17). Sn phm tt l iu kin cn thit xy dng thnh cng thng hiu. Bi v, ngi tiu dng tin tng s tiu dng thng xuyn, gia tng s lng khch hng thng qua vic thng tin cho nhau. T , lm cho thng hiu ln mnh dn. Ngi tiu dng thch n i Hng Giy hn l nh v va chua va ngt li gin, c tnh ny cc loi i khc khng c c. i c s khc bit thu ht ngi tiu dng, khi c nhiu sn phm cng by bn trc mt khch hng, cc sn phm ny rt ging nhau khi mt sn phm c s khc bit hn cc phm khc th chc chn khch hng s chn mua sn phm khc bit . C c s khc bit chnh l c c li th cnh tranh trc cc i th. S khc bit ca i Hng Giy chnh l c im rut hng cn cc loi i khc rut mu trng.

Tch ly c kinh nghim lm vn, kinh nghim c vai tr rt quan trng, da vo kinh nghim ca mnh ch vn bit cch chm sc, cy nh th no l tt, phng tr su bnh mt cch hiu qu t cy i cho nng sut cao, tng doanh thu, gim chi ph v cui cng l thu c nhiu li nhun hn. Do , c th ni kinh nghim gp phn lm tng li nhun ca ch vn. Cy i Hng Giy cho tri quanh nm trong cc loi i khc th cho tri theo v. iu ny lm cho i Hng Giy c li th kinh t hn. phn so snh vi i th trc tip ta thy r rng d i Hng Giy c chi ph sn xut cao hn nhng do i cho tri quanh nm nn doanh thu ln hn v li nhun cng ln hn i X L. c im i cho tri quanh nm l mt c s tin tt m bo ngun cung khi tin hnh xy dng thng hiu. Ngoi ra, ch vn cn c cch t chc sn xut cht ch tit kim thi gian, nhn cng, khng tn nhng khong chi ph khng cn thit v d nh dng bc nilon bao li qu chng su, chng rui c qu, s dng in vn hnh h thng ti nc trong khi phn ln cc vn khc ti nc bng my xng.

4.4.2. im yu S lng i trng cha nhiu, khng cung cp cho th trng. Hin ti, i Hng Giy ch mi c 230 cy, hng thng cung cp cho th trng khong 460 - 920 kg i, th trng tiu th ch yu x Vnh Nhun v mt s khch hng cc x ln cn. Mi thng chia lm 2 - 3 t thu hoch, mi t ch t 200 - 300 kg, s lng ny ch tiu th 2 - 3 ngy. Nhiu ln khch hng n mua vi s lng ln v bn nhng khng c i cung cp, ch vn phi hn li ln sau. Nh vy, s lng i cung cp cho th trng cn qu t.

T trc n gi, i Hng Giy cha c tn gi chnh thc. C khi th ngi tiu dng a phng gi bng i Hng Giy, c khi th gi bng i Su Hng, khi li gi bng i rut hng. Hn na, vic tiu th i ch gii hn a phng, cc vng khc bit v i ny rt t.

17 Ngun: Tng hp t bng cu hi phng vn ngi tiu dng a phng



i tng chn lm nh phn phi ca i Hng Giy l cc siu th, cc ca hng tri cy, rau qu ng lnh, cc quy tri cy cc ch trung tm, cc cn tin cc c quan, trng hc. Nhn chung cc i tng trung gian ny d tip cn. Nhng khng c s rng but thit lp mi quan h lu di, cht ch vi cc nh phn phi, s ti tr kinh t cho cc nh phn phi khng nhiu. Do , cc nh phn phi d dng t b vai tr phn phi ca mnh. Tn chi ph ln m rng qui m: do t d kin trng i l t trng la, vng sn xut khng c bao kp kn nn hng nm vo ma nc ln t b ngp su khong 2m. trng i phi lm bao xung quanh din tch t s m rng v khong chi ph gia c cc b hng nm. Cha c kinh nghim trong lnh vc xy dng thng hiu. Theo cc chuyn gia v xy dng thng hiu th xy thng hiu l mt qu trnh lu di v tn km. Lnh vc xy dng thng hiu cn rt mi Vit Nam hn na li l xy dng thng hiu cho mt loi tri cy. Ch thng hiu gp nhiu vn kh khn nh: vic thit k cc thnh phn ca thng hiu nh tn gi, logo, qui trnh th tc ng k thng hiu, cc chin lc tip th qung co, theo di qu trnh pht trin ca thng hiu, gii quyt kh khn ny th ch thng hiu c th thu hoc nh nhng ngi c chuyn mn t vn. 4.4.3. C Hi Vic xy dng thng hiu i Hng Giy c nhng c hi sau: Ngi tiu dng chn mua sn phm da vo yu t thng hiu nhiu hn. Trong mt cuc phng vn ngi tiu dng thnh ph HCM v s quan tm ca ngi tiu dng i vi thng hiu th c 89% ngi tiu dng cho rng thng hiu l yu t quyt nh khi h mua sm18. H thng siu th pht trin An Giang: Long Xuyn hin c cc siu th: Coop Mark Long Xuyn, Siu Th AA, Trung tm in my Nguyn Hu, cc siu th ny c s u t kh ln v quy m c s h tng v mang phong cch hin i. Trong cc siu th ln nht l siu th Coop Mark Long Xuyn. Hng ha bn y a dng, phong ph, y chng loi nh: hng tiu dng, hng thi trang, m phm, hng in t, hc tp, gii tr, thc phm, Hng ha bn y c ngi tiu dng yn tm v cht lng. Cc siu th cn li tuy khng bn mt hng thc phm, tri cy nhng cng gp phn hnh thnh thi quen tiu dng ca ngi dn. l mua hng ha c xut x r rng, ni bun bn v sinh, trt t v lch s.

Cc nh vn tri cy hin nay cha quan tm nhiu n vic nng cao gi tr tri cy ca mnh bng vic u t vo hnh thc sn phm nh bao b, tip th, Trn th trng tri cy hin nay cha thy mt loi tri cy no c cch thc tip th rng ri, v c ngi tiu dng nhn din. Chnh v vy m Vit Nam cha c nhiu thng hiu nng sn ni ting c bit l tri cy. Vic xy dng thng hiu cho i lc by gi khng cn l sm nhng vi tnh hnh xy thng hiu ca cc loi i khc th c th l kh sm. y l mt c hi cho i Hng Giy khai thc th trng.

Mt c hi thun li cho vic xy dng thng hiu na l hin nay, vn s hu tr tu trong c s hu thng hiu c c bit xem trng trong nc v c quc t. Vit Nam ra i nhiu vn bn php lut qui nh, hng dn v vic xy

18 Ngun: B k hoch v u t,Trung tm kinh t - x hi quc gia. 2005. Doanh nghip Vit Nam vi vn xy dng thng hiu. Nh xut bn thng k



dng v s hu thng hiu v d nh: Ngh nh s 63/CP ngy 24/10/1996 ca Chnh ph quy nh chi tit v s hu cng nghip, Ngh nh s 54/2000/N-CP ngy 03/10/2000 ca Chnh ph v bo h quyn s hu cng nghip i vi b mt kinh doanh, ch dn a l, tn thng mi, v bo h quyn chng cnh tranh khng lnh mnh lin quan n s hu cng nghip, v gn y nht l lut s hu tr tu nm 2005. Bn cnh , Vit Nam cng xc tin xy dng n thng hiu mnh quc gia nhm qung b hnh nh quc gia thng qua sn phm hng ha v dch v. Ngoi ra, Vit Nam cn thnh lp cu lc b xy dng thng hiu nng sn Vit Nam, hot ng ca cu lc b nhm gip cc doanh nghip, cc nh chn nui, cc nh vn xy dng thng hiu nng sn.

4.4.4. Nguy c iu kin t nhin nh hng nhiu n cht lng v nng sut ca i. Trong nm 2006 nn rui c qu khin nhiu vn i, vn mn khng th bn c sn phm ca mnh lm thit hi rt ln v kinh t, c ngi mt hng chc triu ng trong vn nn ny. Nu khng phng tr c hiu qu th y l mi e da ln cho cc vn i. Thi tit cng c tc ng rt ln n nng sut v phm cht ca i. Nu ma nhiu s lm cho qu i b lc, su bnh d pht trin. Nu nng gt s lm cy thiu nc, tri khng to, nhiu ht, lm tng chi ph sn xut ca cc nh vn. Nguy c thiu ht lao ng nng thn bi v xu hng ngi lao ng nng thn i tim vic cc khu cng nghip ngy cng ng. Chnh v vy, ngun lao ng nng thn ang ngy cng thiu ht, gi thu mn ngy cng cao.

S cnh tranh vi tri cy nhp khu t nc ngoi s gia tng nht l tri cy ca cc nc ln cn nh Thi lan, Trung Quc,...v khi nc ta chnh thc tr thnh thnh vin th 150 ca t chc thng mi th gii (WTO) th hng ro thu quan nhp khu s c bi b hoc gim xung thp, to iu kin cho tri cy nc ngoi nhp khu vo Vit Nam nhiu hn. Nhng iu ni trn c tng hp thnh ma trn SWOT di y. Ma trn l s lin kt cc yu t xut cc chin lc xy dng thng hiu thch hp.



4.5. Ma trn SWOT

S W O T

im Mnh (S) S1: i c phm cht ngon S2: i c s khc bit S3: C kinh nghim trng i S4: T chc sn xut tt S5: Ch ng ngun i ging.

im Yu (W) W1: S lng cn hn ch W2: Cha c thng hiu W3: Cha xy dng mng li phn phi W4: Tn chi ph ln m rng qui m W5: Cha c kinh nghim trong lnh vc xy dng thng hiu W6: Ti chnh yu

C Hi (O) O1: Nhn thc tiu dng ca ngi tiu dng thay i O2: H thng siu th pht trin An Giang O3: Th trng quanh vng cha b i th khai thc O4: C chnh sch h tr pht trin thng hiu ca nh nc O5: Th trng m rng trong v ngoi nc

S - O S1,S2+O1,O2,O3: Xy dng thng hiu hng n th trng ni a. Thng hiu trong nc S1,S2,S3,S4+O4,O5: Xy dng thng hiu hng n th trng xut khu. Thng hiu xut khu

W - O W1,W2,W3,W4+O4,O5: Lin kt vi cc vn i khc xy dng mt thng hiu chung cho i. Thng hiu vng W5,W6+O2,O3: Xy dng thng hiu cho mt sn phm n l. Thng hiu n l

Nguy C (T) T1: Su bnh tn cng T2: Cnh tranh vi nng sn nc ngoi (gi r, cht lng cao, bao b p) T3: Thi tit tht thng nh hng cht lng i. T4: Thiu ht lao ng T5: Thng hiu khng hp dn ngi tiu dng

S - T S1,S3,S4+T2,T4,T5: Lin kt vi cc vn i cc a phng khc xy dng mt thng hiu chung cho i. Thng hiu vng S2,S3,S4+T1,T3: s dng cc im mnh ca ch vn hn ch nhng tc ng ca thi tit, su bnh Thng hiu c lp S1,S3,S5+T2,T5: Xy dng thng hiu gia nh. Thng hiu Nhm

W - T W5,W6+T2,T5: Lin kt xy dng thng hiu i chung. Thng hiu vng



4.6. Gii thch cc chin lc:

Chin lc thng hiu trong nc: Th trng m thng hiu hng n l trong nc, sn phm s p ng yu cu, th hiu, tm l ca tiu dng trong nc v p ng nhng tiu chun cht lng trong nc. Khi xc nh nh chim th trng trong nc th vic thit k thng hiu phi gn gi vi tm l ca ngi dn trong nc nh: tn thng hiu ngn gn, d c, d nh; ng k bo h theo cc quy nh trong nc; cc hnh thc qung co, tip th cng phi ph hp vi np sng, vn ha v truyn thng ca ngi Vit Nam.

Chin lc thng hiu xut khu: Xy dng thng hiu nhm bn sn phm cho th trng nc ngoi. Khi , vic xy dng thng hiu s c nhiu yu cu hn so vi xy dng thng hiu hng n th trng ni a: Tiu chun cht lng, tiu chun v sinh an ton thc phm rt khc khe, thng hiu phi thit k ph hp vi ngn ng ca nc ngoi nh tn thng hiu vit khng c du, th tc ng k bo h cng khc vi th tc ng k bo h trong nc,

Chin lc thng hiu vng: Lin kt cc vn i gn nhau, trong cng mt vng li vi nhau, cng nhau hp sc, chia s quyn li v trch nhim trong vic xy dng thng hiu. Tt c sn phm i vng lin kt c bn ra th trng vi mt thng hiu chung. V d nh: i ng bng Sng Cu long, i Min Ty

Chin lc thng hiu c lp: Mi nh vn s t xy dng cho mnh mt thng hiu i ring, vd nh: i Hng Giy.

Chin lc thng hiu nhm: Thng hiu c xy dng chung cho nhiu s

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