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8/2/2019 maketting-ban vit tay

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Phn I:

C S L THUYT CHUNG V CHNH SCH PHN PHI

1. Khi nim v cc nhn t nh hng n phn phi

1.1. Khi nim

Placementhay distribution (V tr - Phn phi) l qu trnh kinh t v nhng

iu kin t chc lin quan n vic iu hnh, vn chuyn hng ha t ni sn xut

n ni tiu dng.

Phn phi trong Marketing gm cc yu t sau: ngi cung cp, ngi trung

gian, h thng kho tng, bn bi, phng tin vn ti, ca hng, h thng thng tin th

trng

1.2. Cc nhn t nh hng n phn phi

*c im ca sn phm:

Nhng sn phm d hng do sn phm suy gim cht lng theo thi gian (nh

lng thc, thc phm), DN cn s dng knh phn phi ngn gim thi gian lu

thng ca sn phm. Cn nhng sn phm cng knh, d v (nh vt liu xy dng

hay nc ngt), i hi nhng knh m bo gim n mc ti thiu c ly vn

chuyn v s ln bc xp trong qu trnh lu thng t ngi sn xut n ngi tiudng. Hay nhng sn phm d bo qun, trng by th cn s dng knh phn phi

rng v di nhm m bo mc bao ph th trng.

*c im ca doanh nghip:

Nhng c im ring ca DN nh: quy m, kh nng ti chnh, chng loi sn

phm, kinh nghim v phn phi, v chin lc Marketing, nng lc qun l tc

ng r rt n vic la chn knh phn phi, chng hn: Quy m ca DN quyt nhgii hn phm vi cc th trng, s lng cc khch hng quan trng nht v kh

nng m phn vi cc trung gian ca DN; kh nng ti chnh quyt nh vic chia

chc nng gia DN v ngi trung gian,

*c im ca trung gian phn phi:

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Thit k knh tnh n nhng im mnh v im yu ca cc loi hnh ngi

trung gian. Ty theo nng lc ca cc trung gian m DN c th giao nhng chc nng

phn phi khc nhau thng qua k kt hp ng vi cc i l, i l c quyn, i l

bn l.

Nng lc tiu th ca nhiu trung gian ty thuc vo cc yu t nh: kh nng

tiu th, uy tn trn th trng, h thng ca hng, sc cha ca kho hng, kh nng

tip nhn, bo qun hng ha, vn v kh nng thanh ton, v tr kinh doanh

*Knh phn phi ca i th cnh tranh (TCT):

DN phi xem xt im mnh, im yu trong hot ng phn phi ca TCT

a ra cc quyt nh: Tn dng knh phn phi sn c ca TCT? Hay xc nh

knh phn phi tng t knh phn phi ca TCT? Hoc thit lp knh phn phi

mi khc bit vi knh phn phi ca TCT?

*c im ca mi trng:

- Mi trng chnh tr - lut php;

- Mi trng kinh t;

- Ngoi ra, mi trng cng ngh v nhn khu cng l yu t c nh hng

n cc knh phn phi ca DN.

2. Cc trung gian v cc kiu knh phn phi

2.1. Cc phn t trung gian

2.1.1. Vai tr ca cc trung gian

Ti sao ngi sn xut li sn sng chuyn giao mt phn cng vic tiu th

cho nhng ngi trung gian? l v:

- Vic phn phi trc tip i hi u t rt nhiu tin bc v nhn lc.- Khi s dng cc trung gian phn phi, khi lng bn s tng hn do m bo

c vic phn phi rng khp v a sn phm n th trng mc tiu mt cch

nhanh chng.

- Nh cc trung gian phn phi m nh sn xut c th gim bt lng tn kho,

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tit kim chi ph lu kho, gim thiu s lng tip xc trc tip vi khch hng v

iu ha cung - cu hng ha, gim khong cch v a l gia sn xut vi tiu dng.

2.1.2. Chc nng ca trung gian

Vic lm cho cung v cu ca mt loi sn phm gp nhau trn th trng i

hi phi thc hin rt nhiu dch v c chc nng phn phi. C th gm:

- Thng tin, gii thiu;

- Xc tin (kch thch tiu th;

- Kt ni (tip xc, thit lp mi quan h);

- Thch ng, hon thin sn phm;

- Hip thng (thng lng);

- Phng php vt l (lu thng hng ha);

- Ti chnh, trang tri chi ph;

- Chp nhn ri ro.

2.1.3. Cc loi trung gian

- Ngi bn bun: l trung gian bn hng ha v dch v cho cc trung gian

khc (cho cc nh bn l hoc khch hng cng nghip, t quan tm v t giao dch vi

khch hng ngi tiu dng).

- Ngi bn l: l nhng ngi trung gian bn hng ha v dch v trc tip

cho ngi tiu dng cui cng nhm mc ch tiu dng v s dng c nhn.

- i l v mi gii: ng vai tr l trung gian tm kim v thit lp mi quan

h gia ngi mua v ngi bn, lm cho hot ng mua bn tr nn hiu qu hn v

nhn hoa hng. H c th i din cho bn mua hoc bn bn, hoc i din cho c

hai.

2.2. Cc kiu knh phn phi

2.2.1. Khi nim knh phn phi

C nhiu nh ngha khc nhau v knh phn phi ty theo quan im ca nh

sn xut, nh trung gian. Theo quan im ca chc nng phn phi: Knh phn phi

l mt h thng hu cn (logistics) nhm chuyn mt sn phm, mt dch v hay mt

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gii php n tay ngi tiu dng mt thi im v mt a im nht nh.

2.2.2. Cu trc, bn cht v nhim v ca knh phn phi

-Cu trc ca knh phn phi gm 3 i tng: nh sn xut thng qua

cc trung gian a hng ha t ni sn xut n tay ngi tiu dng.

- Bn cht ca knh phn phi: l mt chui cc trung gian. H lp y khong

cch v khng gian, thi gian v quyn s hu gia ngi tiu dng vi cc hng ha,

dch v. Cc trung gian phn phi c th em li nhng s tit kim kh ln. V d:

Nh hnh v cho thy: Bn nh sn xut trc tip lm marketing phn phicho bn khch hng i hi ti 16 ln tip xc. Nhng nu s dng trung gian phn

phi s ln tip xc gim xung ch cn 8.

- Nhim v ca knh phn phi: chuyn n ngi tiu dng cc hng ha, dch

v vi nhng iu kin ng thi gian, ng a im v ng kch c.

2.3. Cc kiu knh phn phi

Cc knh Marketing thng dng, bao gm:

-Knh khng cp (knh marketing trc tip): l knh trc tip do ngi sn xut

trc tip bn sn phm qua lc lng bn hng ca mnh v thc hin ton b chc

nng ca knh.

-Knh mt cp (knh trc tuyn): nh sn xut a sn phm ca mnh n ngi

tiu dng thng qua cc nh bn l (i vi sn phm tiu dng) hoc cc nh mi

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gii, i l (i vi hng cng nghip).

-Knh hai cp (knh di): c 2 ngi trung gian. Trong th trng hng tiu dng

thng l nh bn s v bn l. Trong th trng k thut th l mt b phn phn

phi ca cng ty v cc nh bn bun.

-Knh ba cp (knh c bit): thng y cc thnh phn trung gian tham gia

nh i l- mi gii, nh bn bun, nh bn l.

3. Chnh sch phn phi (CSPP)

3.1. Khi nim CSPP

Chnh sch phn phi bao gm mt t hp cc nh hng, nguyn tc, bin

php v cc quy tc hot ng c cc t chc marketing chp nhn v tn trng

thc hin i vi vic la chn knh phn phi, phn cng nhim v marketing giacc ch khc nhau v nhng ng x c bn c chp nhn theo nh hng tha

mn nhu cu th trng.

3.2. Mc tiu ca CSPP

Mc tiu ca CSPP bao gm:

- Mc bao ph th trng;

- Li nhun th phn v doanh s trn cc on th trng;- V quan trng nht l mc kim sot v qun l cc thnh vin trong knh

tng cht lng hot ng marketing.

3.3. Cc CSPP

- CSPP rng ri: cng nhiu trung gian cng tt, nhm m bo mc bao

ph th trng.

- CSPP la chn: ch cn mt vi trung gian cn thit.

- CSPP c quyn: ch cn mt nh phn phi duy nht trong mt khu vc th

trng.

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Phn II:

CHNH SCH PHN PHI CA CNG TY UNILEVER CHO SN

PHM OMO

1. Gii thiu v cng ty Unilever Vit Nam

Unilever l mt tp on ton cu ca Anh v H lan ni ting th gii trn lnh vc sn xut

v cc sn phm tiu dng nhanh bao gm cc sn phm cham sc v sinh c nhn v gia nh, thc

an, tr v ung t tr. Cc nhn hiu tiu biu ca Unilever uc tiu dng v chp nhn rng ri

trn ton cu nhu Lipton, Knorr, Cornetto, Omo, Lux, Vim, Lifebouy, Dove, Close-Up, Sunsilk,

Clear, Ponds, Hazeline, Vaseline, ... vi doanh thu trn hng triu cho mi nhn hiu v ang

chng t Unilever l mt trong nhng cng ty thnh cng nht th gii trong lnh vc kinh doanh

cham sc sc khe ca ngui tiu dng (Personel Care). Cng vi Proctol &Gambel ( P&G), Unilever

hin ang thng tr khp th gii v cc sn phm ny.

L mt cng ty a quc gia vic m rng kinh doanh v t nhiu chi nhnh trn th gii

chim lnh th trung ton cu l mt trong nhng mc tiu ca Unilever. Unilever Vit Nam uc

thnh lp nam 1995 cng l mt buc i trong chin luc tng th ca Unilever.

Unilever Vit Nam thc cht l tp hp ca ba cng ty ring bit : Lin doanh Lever Vit Nam

c tr s ti H Ni, Elida P/S ti Thnh ph H ch Minh v Cng ty Best Food cng t ti thnh

ph H Ch Minh.

V Omo l mt trong nhng sn phm ni ting ca cng ty Unilever.

2. Thc trng trong phn phi sn phm Omo ca cng ty Unilever Vit Nam

2.1. Cc nhn t nh hng n phn phi sn phm Omo Vit Nam

2.1.1. Mi trng v m

* C hi t cc yu t mi trng bn ngoi:

- Mi trng kinh t: Th trng trong nc (bn bun, bn l, lu chuyn hng ho)

pht trin hn nhiu, tc ng n kh nng tiu dng ca khch hng v to ra nhng bin th ca

sn phm Omo p ng nhu cu ca ngi tiu dng: tin dng, cht lng, thm m, v sn

phm Omo ca Unilever phn no p ng c nhu cu :

+ Tnh ty trng ca Omo ty an ton; tnh tit kim chi ph, thi gian m vn hiu qu ca

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Omo hng ngn hoa, Omo Comfort, ...

+ a dng mu m, trng lng : 100g, 800g, 3kg, 4,5kg,

- Mi trng chnh tr - lut php: Nn chnh tr Vit Nam c nh gi l n nh

v cng vi ch chng thng nht xy dng nn kinh t Vit Nam theo hng cng nghip ha, hin

i ha nhm thu ht cc nh u t nc ngoi, c bit l cc cng ty a quc gia nh Unileverbng cch: nh nc ra lut bo v bn quyn, chng hng gi, hng nhi,

Omo cam kt v thc hin tt cc chnh sch bo v mi trng, to c lng tin ca

khch hng. Bn cnh , Omo cng thc hin chnh sch m rng th trng vi mong mun tip

cn c vi nhiu on th trng v nhiu nhm khch hng.

- Mi trng vn ha x hi: Vit Nam l mt quc gia t do v tn gio nn vic

phn phi, qung co sn phm khng phi chu nhiu rng buc qu kht khe nh nhiu nc chu

khc.

Con ngi Vit Nam c quan im cch tn, d tip cn v sn sng chp nhn ci mi, c

bit l gii tr. H s l ngi a ra quyt nh mua cc sn phm tiu dng.

Vit Nam c c cu dn s tr v ph bin m hnh gia nh m rng (gm c ng b, c ch,

v.v), to nhiu c hi cho vic phn phi sn phm v y chnh l khch hng mc tiu ca cng

ty.

- Mi trng t nhin: Vit Nam nm v tr tng i thun li trong khu vc, c ng b

bin di, nhiu cng bin ln thun li cho vic xut khu hng ho khi cng ty Unilever bt u ch

trng n xut khu trong tng lai gn.

L ni him gp thm ha t nhin ln,mi trng b nhim do khi bi, ngun nguyn

liu sn xut bt git sn c trong nc, ma ma kh kh, , Omo cho ra sn phm : Omo

hng ngn hoa gip qun o thm hn li tit kim c chi ph.

- Mi trng cng ngh: Tnh hnh nghin cu v pht trin cng ngh ca

Unilever Vit Nam lun c ch trng v u t tho ng, c s vt cht y ,trnh s dng my mc thit b cao.

Cng ty vn dng nhng tiu chun quc t cho sn phm nhng thch nghi

vi nhu cu ca ngi Vit Nam. To ra nhng sn phm ph hp vi c mun ca

khch hng: Omo kt hp 3 yu t: an ton cho da tay, git ty trng v hng

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thm ca bt git vo cng mt sn phm.

C th ni cc loi sn phm ca Omo rt a dng, ph hp vi tng yu cu s dng ca

khch hng: T bt git tay, git my, nc git, ... vi cc khi lng, th tch khc nhau ph hp

nhu cu tiu dng, Omo cng khng ngng ci tin mu m, cht lng, ...

* Thch thc t cc yu t mi trng bn ngoi:

- Mi trng kinh t: Vit Nam chuyn mnh sang nn kinh t th trng (hi nhp WTO),

trong bi cnh th trng hng tiu dng cung ang ln hn cu, nhiu cng ty mi chen chn vo

v cnh tranh s rt gay gt v to nhiu kh khn cho cng ty, c bit nhn hng Tide ca P&G l

i th c s cnh tranh cao nht vi Omo.

Tc tng trng kinh t ca Vit Nam cn thp, t l lm pht cao lm nh hng ti kh

nng tiu th sn phm do chi ph u vo cao.- Mi trng chnh tr - lut php: B lut thng mi cn nhiu bt li cho nh u t nc

ngoi, nht l chnh sch thu quan v thu sut cao lm cho gi c tng ln m Omo cng ang phi

chu tc ng ca s tng gi khin cho ngi tiu dng phi cn nhc khi mua sn phm.

- Mi trng vn ha - x hi: Ngi Vit theo truyn thng ca ngi ng, thng tiu

dng theo thi quen v a s khng thch nhng g git gn phi thc t. Tiu biu l s kin Omo ty

an ton vi vic git sch chic o ngn tay khng l trn sn vn ng Qun khu 7. y l mt

chng trnh honh trng rt tt km nhng li c d lun nh gi khng cao my.Phn b dn c khng ng u, ng c thnh th, vng ng bng, tha tht nng

thn, vng i ni khin vic phn b sn phm, chi ph vn chuyn cao.

Mt s b phn ngi dn Vit Nam c xu hng thch dng sn phm cao cp hay hng

ngoi lm Omo mt mt lng khch hng ng k.

- Mi trng t nhin: Kh hu nhit i nng m khng ph hp vi mt s sn phm c xut

x t cng ty m chu u. Do , Omo cng cn phi a dng, lun ci tin, i mi p ng

c nhu cu khc hng.Lnh th nc ta 3/4 l i ni, do vy chi ph vn chuyn n vng i ni l rt ln. Bn

cnh , ly lng tin ca khch hng, i hi sn xut phi km theo bin php x l cht thi tt

dn n chi ph sn xut sn phm tng ln.

- Mi trng cng ngh: Vn cn nhng cng ngh khng p dng c ti Vit Nam do chi

ph cao, v vy phi nhp khu t nc ngoi nn tn km chi ph v khng tn dng c ht ngun

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lao ng di do v nng lc c Vit Nam.

2.1.2. Mi trng vi m

* Cc trung gian phn phi:

Omo c phn phi rng ri v rng khp th cn c mt h thng cungcp dch v sn phm ph hp: siu th, i l, c s s v l, trong bn l l

thch hp v s lng l ng nht, tuy nhin cn linh hot i vi tng v tr, vng

c phn phi ring. Sn phm Omo cn c nhiu loi sn phm p ng y

nht nhu cu ca khch hng.

T chc cung cp dch v v ti chnh tn dng ng vai tr quan trng gip

Omo ng vng trong th trng (nh m rng th trng, tung ra sn phm Omo tnh

nng mi cng nh trong vic cnh tranh i th (gim gi, h tr khch hng, b

l..).

* Khch hng(l i tng, l nhn t to nn th trng):

Ngi tiu dng c nh hng quan trng n s tn ti sn phm Omo; do

Unilever Vit Nam lun ch trng ly lng h thng qua mt lot hot ng qung

co nh di bom vo ngi tiu dng hay cc cuc phng vn ngi tiu dng

hay hot ng cng ng lm cho mi ngi ch n Omo.

C quan nh nc v doanh nghip phi li nhun; i vi nhm ny thng s

dng vi mc ch nh cung cp cho nhn vin, hay cc chin dch cng ng : cu

tr; chin dch Omo o trng ngi sng tng lai - 2005ca hi lin hip ph n

gip thng hiu Omo c qung b, tn nhim i vi khch hng,

Khch hng quc t: Omo khng ch cung cp trong nc m cn quc t, i

tng ny gip Omo vn ra tm quc t, thng hiu Omo ni ting do cn cchnh sch v pht trin hn na.

,* i th cnh tranh: Omo l mt hng tiu dng thit yu nn i th cnh

tranh l tt yu xy ra, hin nay sn phm cnh tranh khc lit vi Omo l Tide ca

P&G. Ngoi ra cn c cc sn phm khc nh: cc nhn hiu bt git mang ci tn thun

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Vit nh c Giang, V Dn, Hoa M, ... hay ci tn na n nc ngoi nh Bt git Net, Lix, Daso,

* Cng chng: c th h tr hoc chng li nhng n lc ca Unilever Vit

nam trong vic qung b thng hiu do vy t c mc ch Unilever phi

khng ngng quan tm cng nh c hot ng y mnh uy tn thng hiu.2.2. Cu trc knh phn phi i vi sn phm Omo

mOmo l hng ha tiu dng c nhn, do vy knh phn phi cng c s khc

bit so vi cc mt hng khc.

Th nht, l mt knh trc tip t ngi sn xut bn trc tip cho ngi tiu

dng cui cng.

Cng ty a vo s dng lc lng bn hng tn nh, hay bn hng qua th,t hng qua th, bn qua Catalog Cc hnh thc ny cho php ngi tiu dng

mua sn phm nh cc phng tin thng tin qung co m khng cn gp trc tip

ngi bn.

Th hai, thng qua cc knh gin tip bi cc trung gian nm gia ngi sn

xut v ngi tiu dng.

Nh sn xut => nh bn l => ngi tiu dng.

Tng quan v th trng Vit Nam: vi nhng c im c th nh 75% trn

82 triu dn sng nng thn, th trng truyn thng bn l phc tp v chim a s

vi hn 450.000 ca hiu, ca hng bn s vn cn thng lnh. Mt khc, da trn thi

quen mua hng ca ngi tiu dng Vit Nam la chn knh phn phi nh qua

cc i l, h thng siu th, hay nh phn phicho ph hp.

C th, sn phm Omo c bn ti cc siu th bn l nh Big C, chui siu

th Co.op mart, h thng Maximax, Cc siu th ny phn phi trc tip sn phm

n tay ngi tiu dng cui cng, bng cch cho ngi tiu dng t la chn mt

hng, dng sn phm mnh a thch v ph hp.

Knh phn phi ny tp trung hng n ngi tiu dng cui cng, tiu th

vi s lng nh nhng thng xuyn.

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Nh sn xut => nh bn bun => nh bn l => ngi tiu dng.

y c gi l knh 2 cp. Vi knh phn phi ny, sn phm Omo c bn

ti cc trung tm thng mi phn phi ln nh Metro Bnh Ph ti TPHCM hay ti

cc h thng Metro khc trn 5 thnh ph ln ca Vit Nam. Vi knh phn phi ny,

dng sn phm ca Omo ch yu hng n cc nh bn l vi s lng ln.

Nh sn xut => i l => nh bn bun => nh bn l => ngi tiu

dng.

y cn c gi l knh 3 cp. Sn phm sau qu trnh sn xut c a n

cc i l i din cho cng ty thc hin giao dch vi khch hng.

H thng i l c quyn trong mt vng nht nh m cng ty nc ngoi p

dng nh Unilever.

Hin nay, cng ty Unilever Vit Nam c mt trung tm phn phi hng ha

c xem l ln v hin i nht ti Vit Nam. Trung tm phn phi ny c t ti

Bnh Dng vi trang thit b v cch b tr iu hnh ht sc khoa hc v hin i.

Hng ha sau khi sn xut ti nh my s tp kt v trung tm ny, tip c vn

chuyn n cc i l Min Trung (t Nha Trang tr vo) v khu vc min Nam,

min ty, ng thi y cng l im trung chuyn hng ha t TP.H Ch Minh ra 2trung tm phn phi ca Unilever ti H Ni v Nng.

Nh vy, chin lc phn phi l m rng th trng, m rng cc i l, tng

dn v s lng v cht lng cc knh phn phi.

2.3. Chnh sch phn phi i vi sn phm Omo

* Mc tiu ca chnh sch phn phi Omo:

L mt cng ty a quc gia, a a phng, Unilever Vit Nam ni chung v nhn hng Omo

ni ring lun cam kt hp tc gn b cng pht trin vi cng ng a phng ni cng ty hot

ng. Mc tiu phn u ca Unilever Vit Nam l hon thin nhu cu sc kho v v p ca mi

gia nh Vit Nam, xy dng mt doanh nghip ton din, thnh t v uy tn, hot ng sn xut v

kinh doanh hiu qu, to dng nhiu li ch thit thc cho ngi tiu dng v pht huy trch nhim x

hi ng gp tch cc cho cc hot ng pht trin cng ng.

* Chnh sch phn phi Omo: phn phi rng khp vi chnh sch khuyn khch duy tr v

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pht trin h thng knh phn phi, ng thi lun p ng nhu cu ca khch hng, c bit l tp

khch hng mc tiu. Cc chnh sch phn phi bao gm:

- Chnh sch thanh ton;

- Chnh sch vn chuyn;

- Chnh sch u i cho cc bn hng trc tip;- Ch thng pht.

2.4. nh gi s ph hp ca chnh sch phn phi

Thng qua cc chnh sch phn phi ca cng ty cho sn phm Omo, nhm 9 xin c nh

gi nh sau:

* u im:

- Nhn chung c cu ca h thng knh phn phi hin ti ca cng ty l kh

hp l, phi hp quy m chung ca th trng, c im sn phm v kh nng ti

chnh ca cng ty;

- Sn phm c phn phi rng trn cc khu vc th trng mc tiu nh ch,

siu th, ca hng tp ha, thun tin cho vic tiu dng ca khch hng;

- Hot ng qun l h thng knh phn phi c thc hin kh hiu qu,

cng ty iu hnh hot ng phn phi din ra nhp nhng thng sut.

* Nhc im: cc knh phn phi thng tp trung nhiu cc thnh ph ln

KT LUN

Phn phi l u ra ca sn phm. Chin lc phn phi cng hiu qu, doanh nghip cng

tiu th c nhiu sn phm th cng c nhiu li nhun.

Phn phi ng vai tr rt quan trng trong vic thnh hay bi ca vic a mt sn phm mi

ra th trng. C th thy vic la chn h thng knh phn phi nh th no t hiu qu cao nht

ty vo thc t ca tng doanh nghip. Vic p dng h thng knh phn phi c i cht khc bit,

di knh khng cn qu di, s lng cc trung gian cng khng cn qu nhiu m cng ty tp

trung bn hng trc tip vi cc bn hng s t hiu qu ti u.

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