Churcmg 5

ONG DUNG THUONG MAI Dim T6 TRONG DOANH NGHIEP

5.1. Xay dung hg thong thuong mai dintir trong doanh nghib

Cong nghe thong tin la tap hgp cac phucmg phap khoa hoc, ding nghe va cong cu ky thuat hien dai de san xuAt va truyen dua, thu thap, xir 13'/, luu trit va trao doi thong tin so. (Khoan 1 — Dieu 4 — Luat Cong nghe thong tin nam 2006).

He thing thong tin hieu theo nghia rang la tap hop va ket hop cila cac phan cimg, phan m6m va cac he mang tniyen thong dugc xay chmg va sir dung de thu thap, tao va tai tao, phan phii va chia se thong tin nham phvc vu cac muc tieu cua t6 chirc.

Hinh 5.1: Cac thinh phlin ciia HTTT

Ngu On: Foundations of Information System, D.S.Yadas

197

Chirc nang cita he thong thong tin bao gOm:

- Nhap dit thu thap va nhan dir lieu dt xir 1Sr.

- Xir 15r du chuytn d6i du lieu thanh thong tin c6 nghia v6i nguoi sir dung.

- Xuat thong tin: phan phei thong tin dtn nhfing nguOi hoac hoat d6ng can sir dung thong tin do.

- Luu frit thong tin.

- Cung cap thong tin phL hOi: nhim ho trg qua trinh kit'm tra, danh gia lai va hoan thien he thong.

5.1.1. Lieu trir wesbite thwang mai dien tir

5.1.1.1. MOt so phi:mg phap ltru trir website

Ban chat cua website la tap hop cac trang web (webpages) clued clang cac trang web san CO (cac trang tinh) hoac cac trang web dugc to ra tir cac tai nguyen va co sa du lieu (cac trang dOng). Luu frit website la mot trong cac van de quan trang nit& cua thucmg mai dien tir.

Viec ltru trir website thucmg mai dien tir bao gom ca km frit dir lieu (thong tin vt doanh nghiep, san xuat, kinh doanh, khach hang...), he thong phan m'em xir ly cac giao dich dien tir (mua ban trirc tuy6n, quan 1ST hoa don, dich vu khach hang...) va nhitng nOi dung khac tren website (catalogue dien tir, bao cao, tai nguyen s6...). Thy theo quy mo cita he thong thucmg mai dien tir ma so luting, cAu hinh dm he thong may chii can sir dung a luu cac website thuong mai dien tir se khac nhau.

Hien nay, ca mOt s6 phuong phap co ban dt km tra cac website thucmg mai dien tir nhu sau:

- Tv dku tv mua cac may chit ve lap dat tai co sO cua doanh nghiep, thue chuyen gia thitt ke va xay dung he thong mang ciing nhu cai dat cac phan mtm can thitt dt quan tri he thong may chit cua doanh nghiep.

+ Nhugc ditm: Chi phi dau to xay dung he thOng may chit dm rieng doanh nghiep rat lan, vt co ses ha tang, vt may m6c, thitt bi, chi phi thue thitt ke he thong va quan tri he thong sau nay. D giam thitu chi phi ha tang, doanh nghiep co tht van dL to may chit nhtrng thue cht) de dat may

198

chit tai cac nha cung cap dich vg nay. Nhu vay, tranh dau to xay dung cac phimg may chit von có tieu chuan ky, thuat rat cao va tranh thud duong truyen rieng de ket n6i den cac may chi' cua minh. Cach lam nay van dam bao dugc bi mat thong tin cila doanh nghiep do cac may chit dugc ltru giti tai cac phimg dugc bao mat cao. Hien nay, tai Viet Nam, he th6ng may chit cua cac ngari hang, twang dai hoc, hai quan, thud... thu6ng dugc to xay dung va van hanh ben trong t6 chirc.

+ iru diem: Mire dO an toan ciia thong tin va chit dOng trong van hanh he th6ng ciing nhu nang, cap, ma rang sau nay. Ben canh do, kha nang to xay dung, quan he thong may chit thucmg mai dien tir cimg la mOt nang luc canh tranh quan trong cua cac doanh nghiep khi tham gia kink doanh dien tir.

- Thue may chit cua cac nha cung cap dich vu (thud chti tren mOt may chit hoac thud mOt s6 may chit). Theo dO, cac doanh nghiep tra phi a co the sir dung mOt phan dung lugng 6 ding teen may chit de km trir website hoac thud mOt s6 may chit cua nha cung cap dich vu a sir dung. CO the sir dung ket hop hinh thirc nay vai hinh thirc tren. Thom chi nhiing doanh nghiep hang dau trong thucmg mai dien tir nhu Google ding thud ngoai dich vu luu tit website.

+ Lru diem: Cac chi phi xay dung co s6 ha tang, lap at dtrimg truyen, duy tri va quan tri cac may chit do nha cung cap dich vu thuc hien. Doanh nghiep chi phai tra phi thud dich vu hang thang. Doanh nghiep tan dung dugc duong truyen t6c dO cao cua nha cung cap dich vu.

+ Nhugc diem: Mirc dO bao mat thong tin khong dugc bao dam do doanh nghiep khong kiem soat hoan toan flitting may chit km trir th8ng tin cua minh. Do do, phucmg phap nay thu6ng phii hop vori cac he th6ng thucmg mai dien tir nh6, cac website chi co chirc nang giai thieu, quang ba san pham, dich vu... chua có chirc nang thanh toan truc tuyen va cac chirc nang cao cap khac nhu phan tich dit lieu (data mining) hay chia se thong tin giita cac d6i tac (B2B integration).

5.1.1.2. Duemg Internet thud rieng (leased line Internet) cho cac may chi.'

Khi doanh nghiep mu6n xay chmg he th6ng may chit cua rieng minh va he th6ng nay (tat tai trung tam ltru tru dit lieu dm doanh nghiep thi doanh

199

truyen nay con cao, chua phu hgp v6i phan' lam cac doanh nghiep vira va nho hien nay.

Bang 5.1: Danh sach cac nha cung cap dich vu Internet Jon tai Viet Nam

STT Ten cling ty Website

1 VDC home.vnn.vn

2 FPT www.fpt.vn

3 Vietel www.vietel.com.vn

4 NetNam www.netnam.vn

Nguan: www.vnnic.com.vn ,2010

5.1.1.3. May cini web

Cac may chi' web not chung thuamg c6 bo nbo., 6 cung dung lugng chay lien tvc 24/7, va b0 vi xir ly c6 t6c d0 cao hcm cac may tinh ca nhan th8ng thuo.ng. Nhieu may chii web sir dung nhieu be vi xir 1ST. Yeu cau co ban dloi vOi cac may chi' la kha nang hoat dOng lien tuc 24/7 va xir 157 d6ng thai nhieu thong tin khi nhieu nguari dung cung truy cap dua ra. Vi vay, cac may chil web sir dung nhieu phan cung nen chimg thuamg c6 gia dat hcm cac may tram th6ng thuamg. Cac may tinh ca nhan tot hien nay, thong thuamg gia chi khoang USD 1.000 — USD 3.000 trong khi do cac may chit web thuamg co gia tir USD 6.000 den USD 400.000. Cac cong ty ban may chi' web nhu Dell, Gateway, Hewlett Packard va Sun, tat ca cac cong ty nay deli co cong cu ho trg cau hinh tren trang web dm h9 de khach hang c6 the xem va hra ch9n cau hinh may chu cho phu hgp.

5.1.1.4. Ranh gia nang luc clic' may clui web

Cac yeti t6 anh huang den t6c d0 thuc thi cua may chit bao g6m: phan cung, phan mem he dieu hanh, phan mem may chu, t6c de ket noi, s6 lugng nguai dimg, va loai trang web dang phan ph6i. Khi danh gia hieu rang ciia may chi' web, chung to can biet chinh xac nhang yeti t6 nao dang dugc do va dam bao rang cac yeu t6 do IA quan trong lien quan den viec sir dling cua

202

may chit web. MOt nhan t6 khac anh huOng den hieu nang cita may chit web d6 la t6c dO ket n6i. MOt may chit dugc ket not bang mOt duon T3 (44,736Mbps) se co kha nang phan ph6i cac trang web tai cac may tram nhanh hcm neu dung du6ng T1 (1,544Mbps).

S6 lugng nguai dung ma may chit co the phuc vu va quan 1ST dugc cung la mOt yeti t6 quan trong. Dieu nay c6 the gay kh6 khan cho viec do dac bei vi cac ket qua bi anh huang bOi t6c dO duOng truyen ctia may chit, t6c dO throng truyen dm may tram, va kich thuac cita trang web dugc phan ph6i. Hai y6u t6 de danh gia khi do t6c dO phan phat trang web dm mOt may chit web d6 la thong luong va then gian dap img. Thong lugng a day dugc hieu la s6 lugng yeu eau ma phan cung va phan mem may chit co the xir ly dugc trong mOt don vi thOri gian. ThOi gian dap ung la thOi gian can thiet a may chit xirlSimOt yeu cau.

Vol nhang he th6ng website nho, s6 ngued truy nhap it, nen c6 the sir dung cac may chit vOi bff) vi xir ly dOng Pentium t6c dO 3.0 Ghz, RAM 2Gb tres len la chAp nhan dugc. Con yen cac he th6ng lon, s6 lucmg giao dich 16n, nhieu nguixi truy cap, can sir dung nhieu may chit co cAu hinh manh hon va co he thOng mang dugc thiet ke hgp ly, phan chia cac giao dich can xi/. 1Si qua thiet bi can bang tai. Vi du, voi cac doanh nghiep lon nhu Amazon, Alibaba... thi he th6ng may chit khong phai chi co 1 ma co the len tai hang nghin may chit tao thanh met mpg phan ph6i, cac may chit nay c6 the khong tap trung mOt cht; ma dugc dat rai rac tai mOt s6 dia diem tren the giai nham tang tlic de xir ly len nhanh !that c6 the dugc cho khach hang.

De co the lua chon dugc phan cung tot cho may chit web, chung ta co the sir dung phuong phap kiem tra ten nhieu yeti t6 ket hop. De CO the thuc

hien dugc viec kiem tra, tat nhien chimg ta phai cai dat ca phan cirng lan phan mem cho may chit. Dieu nay se kh6 thuc hien dugc khi chimg ta chua tra tien mua may chit dO. Tuy nhien, chung ta c6 the sir dung cac testing labs d'ec lap cita cac ding ty khac, vi du nhu Mindcraft, de kiem tra phan cung, phan mem dm he th6ng. Mindcraft cung cap nhieu bao cao va cac th6ng ke so sanh tong hop dm phan cimg va he dieu hanh va cac san phAm phan mem may chit web. (Tham khao them www.mindcraft.com)

203

5.1.1.5. He diL himh cho cac may cha web

He dieu hanh co nhiem vu thuc thi chucmg trinh va phan phoi tai nguyen nhu bO nha, khOng gian ltru trir cho chucmg trinh. Phan mem he dieu hanh cling cung cap cac dich vu nhap xuat tai cac thiet bi ket n6i von may tinh nhu ban phim, man hinh va may in. MOt may tinh mu6n hog dOng dugc phai dtrgc cal dat phan mem he dieu hanh a dieu khien viec thuc thi cac chucmg trinh. V6i cac he thiing lan, he dieu hanh con phai theo doi hoat

• &Ong cita nhieu nguaci sir dung khac nhau khi h9 cling dang nhap vao he th6ng va phai dam bao hog dOng cua nhUng nguad sir dung nay khong gay can tra nhau.

Phan lan cac may chit web dugc cai dat mot trong cac he dieu hanh sau: Microsoft Windows NT Server, Microsoft Windows 2000 Server, Microsoft Windows 2003 Server, Linux, hoc cac he diet' hanh dira teen UNIX nhir Solaris hoc FreeBSD va cac phien ban cao cap han. Nhieu ding ty tin rang cac san pham dm hang Microsoft thi dcm gian, nhan vien he th6ng thong tin dm ho c6 the hoc va sir dung chimg de han la cac he dieu hanh dua tren he th6ng UNIX. Cac cong ty khac thi lo ling ye van de yeu kem trong bao mat do viec tich hap gicra cac phan mem irng dung va he dieu hanh cita cac san pham cita Microsoft. May chit web chay tren nen UNIX thi phi bien hcm, va nhieu nguoi sir dung tin rang viec cai dat may chit web tren UNIX se bao mat hcm.

Linux la mot he dieu hanh ma ngutm mar, de cai dat, nhanh va hieu qua. Phan mem ma ngu'On ma dugc phat trien bad mot cong diing cac lap trinh vien, h9 tao ra cac phan mem va cung cap mien phi cho nhimg nguoi quan tam co the tai xu6ng. Cac lap trinh vien khac sir dung cac phan mem nay sira d6i, tit)/ bien hoac phat trien chimg. Cac lap trinh vien co the cung cap phien ban da cai lien cua h9 trO lai cong dling de m9i ngtrad sir dung va tiep tuc phat trien.

S6 Luang cac cong ty ban may chit web da bao gim luon he dieu hanh Linux trong eau hinh ngam dinh clang ngay cang tang len. Mac dit he dieu hanh Linux c6 the tai mien phi tir Internet, phan Lan cac cong ty van mua chimg thong qua cac nha phan ph6i thucmg mai. Cac nha phan ph6i san pham he dieu hanh Linux da cung cap them mot s6 phan mem hilu dung nhu

204

cac tien ich cai dAt va met ban hgp deng ho trg cho he dieu hanh. Cong ty phan phei Linux phien ban thucmg mai ban cac phien ban cua he dieu hanh

cac tien ich cho may chii web bao gem: Caldera, Mandrake, Red Hat, va SuSE. Hang Sun ban phan cling may chil web ding v6i he dieu hanh dva tren nen UNIX nhu Solaris.

5.1.1.6. Phein mem may chii web

Do la cac phan mem ma may chil web phai cai dAt de cac website co the hoat deng tren nen cac phan mem nay. Gieng nhu muen cai dAt va danh may bang MS Word thi may tinh phai dugc cai dAt MS Windows. Met s6 phan mem phe bien nhdt hien nay dang dugc dung lam may chil web nhu: Apache Server, Microsoft Internet Information Server (IIS) va Sun Java System Web Server (JSWS) (thuang dugc goi bang cac ten khac nhu Sun ONE, iPlanet Enterprise Server, va Netscape Enterprise). Thir hang ve mirc de phi; bien nay da dugc tich luy thong qua dieu tra dugc thvc hien bC'si NetCraft, met cong ty to van ve mang 6 Anh. Netcraft dieu tra d6i vai tong s6 trang web dang ten tai va do mirc dO lien quan den tinh phe bien cua phan mem may chi' web.

Netcraft chi ra rang, thi truang cua phan mem may chii web trong met vai nam On day da di vao on dinh. Nhin chung Apache chiem khoang 65 den 70% thi phan, Microsoft IIS chiem khoang 20 den 25 0/0 thi phan. Theo dieu tra cua met tap chi may tinh, thi phan cua cac phan mem may chii web ding rat khac nhau d6i vai may chil web ding Ong va may chii web not be.

(0 May chzi web Apache

Apache la ten ciia met nhem phat trien phan mem. Rob McCool phat trien Apache trong khi dang lam viec tai tnrang dai hoc dm Illinois tai NCSA vao nam 1994. Met vai webmaster tren the giai dd tao ra phan ma reng rieng cho may chil de h9 co the dieu khien cac thay dOi cua minh cho

he thong (dugc biet den vai cai ten "patches" co nghia la cac "mieng va").

He thOng nay bao gem met N thong nhan g6c vai rat nhieu manh (patches) do do no dugc biet den \Teri ten pi la "a patchy server" hay ggi dan gian la

"apache". Apache hien nay co the download mien phi teen internet.

Apache dA thong tri trong linh vi.rc web to nam 1996 boi 15, do apache

205

la mien phi va hog dOng rat hieu qua. Apache manh Mn mire ma ding ty IBM cimg sir dung trong cac goi img dung cho may chir WebShpere. Cac phan mem may chir web kirk nhu Zeus, ding dugc phat trien dua tren ma ngu6n ma dm Apache. Hien nay, có khoang tir 65-70% may chir Web teen the giai sir dung Apache, nglifa la Apache dirge sir dung mOt each rOng rai Iran tat ca cac phan mem may chi' Web khac hgp lai. Apache chay dugc tren nhieu he dieu hanh nhu FreeBSD-UNIX, HP-UX, Linux, Microsoft Windows, SCO-UNIX, va Solairis.

(ii) May chu web Microsoft Internet Information Server (IIS)

Mat s6 website chi chay dugc tren nen may chi' web dm Microsoft la IIS, vi du la cac website dugc viet bang non ner ASP va dot.Net . May chi' web IIS dugc gan kern theo trong phien ban hien hanh cira he diet' hanh may chit Windows dm Microsft. IIS dugc sir dung nhieu trong cac mang Intranet bai VI do có nhieu cong ty da tucmg thich cac san pham dm Microsoft vai cac san pham chuan cua ho.

IIS co the phir hgp vai ca cac website nho ding nhu cac he th6ng thucmg mai dien tir lan. Theo dieu tra teen the giai cc!, khoang 20-25 phan tram cac may chit web sir dung phan mem IIS nay. Trong mOt vai tram On day, s6 lugng trang web sir dung IIS da giam xu6ng, nguyen nhan la do IIS có nhieu 18 h6ng ve bao mat va da bi cong khai. Cac 18 h6ng nay lam cho the may chir chay IIS de bi tan cong.

(iii) May cha web Java System Web Server caa Sun Microsystems (Sun ONE, iPlanet, Netscape)

Sun Java System Web Server (JSWS) dugc phat trien dua tren chucmg trinh may chit web NCSA va dugc biet den cluai mot s6 ten nhu Sun ONE, Netscape Enterprise Server, va iPlanet Enterprise Server. Khi AOL mua Netscape nam 1999, cong ty nay cid cong tac vai Sun Microsystems de he trg va tiep tuc phat trien san pham Netscape. Su cong tac nay dugc pi ten la iPlanet va hog d6ng dm no keo dai 3 nam va het han vao thang 3 nam 2002. Khi ket thirc, iPlanet troy thanh mOt phan dm Sun beri vi may chi" web va cac phan mem thucmg mai dien tit ma iPlanet ban a co quan 116 chat the vai hog dang kinh doanh dm Sun km dm Time Warner.

206

Load- begancing

switch

Sun JSWS la san pham thucmg mai, tuy nhien chi phi ban quyen cila no la chdp nhan ducfc. Mirc phi dm no thay d6i tuy thuOc vao nang luc cua b0 vi xir ly ciia may chii ma no cai Tat len, tuy nhien phan Ian website tra vm mirc phi tir USD 1.400 den USD 5.000 cho viec mua ban quyen nay. Phan mem cila Sun ding hog dOng dugc ten nhieu he dieu hanh nhu: HP_UX, Solaris va ca Windows. Theo danh gia mai day, chi có khoang 5% may chil web sir dung Sun JSWS. Tuy nhien mOt s6 website n6i tieng nhdt, tap nap nhdt lai van Bang sir dung phan mem may chi' nay dm Sun, dien hinh la BMW, Dilbert, E*TRADE, Excite, Lycos va Schwab.

5.1.1.7. He thong can bang tai cho cac may chei website thwang mai dien to

mot bo chuyen mach can bang tai (load balancing switch) la mOt thik bi mang co the dieu khien phan phi cong viec cho cac may chit vao no va chia luting thong tin den vao may chii co kha nang dap img tot nhAt trong tong th&i diem. Trong mOt he th6ng can bang tai don gian, dir lieu di vao website tir internet se di qua bo dinh tuyen cua website sau do den b0 chuyen mach can bang tai, b0 chuyen mach nay se phan tich va huong du lieu den may chil web co kha nang dap img tot rill& luting dir lieu nay trong s6 cac may chil cua doanh nghiep.

Hinh 5.2. HO thong can bing tai cho cac may chii web

Ngudn: Alias, 2003, Ecommerce for Managers.

207

Hinh 5.3. Hg thtmg can Wing tai cho cac may chit web

Ngwin: Alias, 2003, Ecommerce for Managers.

Trong met he th6ng can bang tai phirc tap, dik lieu di vao co the gap nhieu ham met be dinh tuyen tren dm met website lan, sau do no dugc huang tai met nhom cac may chit co chirc nang xac dinh. Ca be chuyen mach can bang tai va 'lan mem dieu khien co the CO gia tir 10.000 den 50.000 USD, dien hinh la cac san phAm nhu E-load, Loadrunner, Serverlron va Silkperformer.

5.1.1.8. Djch vu hat tru website va phuung phap danh gia

Hien nay co rat nhieu nha cung cAp dich vu Internet hO trq dich vu hosting (cho thue khong gian tren cac may chit de cai dat website). Vay doanh nghiep nen dip vao cac tieu chi nao de dua ra lua chip phu hqp nhAt von nhu eau sir dung cua minh. Met so tieu chi chung to co the tham khao de lira chce met nha cung cAp dich vu nhu:

- Nang luc h6 try phtin cerng: Cho biet cAu hinh may chit dugc nha cung cAp dich v1,1 sir dung, toc de dm be vi xir 15,, dung lacing be nha, he

208

di'e'u hanh dugc cai dat teen may chi'. Dieu nay se tic dOng den kha nang xir

ly cac giao dich cua website thuang mai dien tir. Vi du may chi' co kha nang

xir 15, bao nhieu giao dich, bao nhieu khach hang có the truy cap ang thai

vao may

- Kha nang ha ire' plain mem: Cho biet may chi' se hO trg cac website thuang mai dien tir nao, co phi' h9p vbi cong nghe dugc sir dung de xay dung website cua doanh nghiep hay khong. Tuy nhien, thtremg nha cung cap co nhieu may chi' khac nhau va có kha nang dap img mqi cong nghe xay dung website ph6 bien. Mac du vay, doanh nghiep van can hru 5/ den cac yeu t6 ca ban nhu cong nghe xay dung website cua doanh nghiep, ngon ngcr lap trinh dugc sir dung de viet ma ngu6n, ca sb dir lieu dugc xay dung ten phan mem nao. Hien nay có rat nhieu ngon ngit cho phep cac lap trinh vien xay dung mOt website mOt cach nhanh chong nhu ASP, PHP, Java, Dot.net,... vai moi ngon ngit doi hoi mOt chtrang trinh webserver khac nhau; vi du voi ASP thi chay teen moi truang window vOl webserver la IIS, Php có the chay tren ca windows, Unix, Linux va webserver co the la Apache Server, con vai website dugc viet bang java thi can có Tomcat Server. Ve ca sb dit lieu cling có rat nhieu he quan tri khac nhau nhu Oracle, Microsoft SQL, MySQL... Ngoai ra con mOt s6 tien ich khac có the lien quan d'e'n he th6ng website khi xay dung ngueri lap trinh se het ke trong danh sach yeu eau ve he th6ng, dua vac do chimg to se biet dugc lua ch9n nha cung cap dich vu có ht; trg phan mem nhu the nao cho phu hap voi yeu eau cua phan mem website cua minh.

- Ted nguyin mgng: Ben canh cac tieu chi ve phan cling, phan mem da chi ra, con phai xem xet den tai nguyen mgng cua nha cung cap dich vv. Yu diem lOn nhat cim viec thue dich vu hosting lab cho se tan dung dugc &rang truyen t6c di) cao có san cua nha cung cap. Nhu vay khi lua chcon nha cung cap dich vu, phai tim hieu xem nha cung cap dich vu do co ding dung lugng ra vao Internet la bao nhieu, co bao nhieu khach hang dang sir dung dich vu dtremg truyen cua nha cung cap dich vu do, tir do du doan dugc toe dO khach hang se truy cap dugc vao website cua minh. Thong thuemg, khi thue dich vu hosting, doanh nghiep se phai tra gia tren dung lugng ltru trft va thong lugng mgng (lugng thong tin truyen qua man trong mOt don vi theri

209

gian). Nhu vey ve Ca ban, doanh nghiep phai tinh dugc "kich thuac" website, du bao dung luting luu ter trong tucmg lai, tinh "thong luting" trung binh hien tai va du bao "thong luting" trong tucmg lai dua vao chien lugc phat trien website de dua ra su lua chgn dich vu phu hgp vai nhu ceu thuc th, tranh deu to lang phi.

- Kinh nghifm va uy tin: Kinh nghiem va uy tin thuang the hien a kha nang bao met, xir 1S, cac su c6, thai gian can thiet de xir 15, cac su c6... cac yeu t6 nay giup website cua doanh nghiep co kha nang hoat Ong lien tuc cao nhet.

- flQi ngfi ky thuft: DOi ngii ky thuet cua nha cung cep dich vu chiu trach nhiem ve ca duy tri hoat dOng, dam bao an town d6i von website cua doanh nghiep va xir ly cac su c6 phat sinh. S6 luting va ch .& luting cua dOi net ky thuet la dieu kien ca ban a dam bao ve chat luting dich vu va thai gian de khac phuc cac su c6 mang co the xay ra.

- GM thank dich vu phai trong kha nang ng'an sach cua cong ty.

5.1.1.9. Dich vu hosting cho cac website thuang mai dien tee

134 hra chgn nha cung cep dich vu hosting, truck het doanh nghiep can tinh den uy tin cua nha cung cep va khach hang ma doanh nghiep hue:mg tai. Vi du, neu doanh nghiep xuet khau mu& quang ba ra thi truong nu6c ngoai, doanh nghiep nen tim mOt nha cung cep dich vu hosting gen vri khach hang nhet a tang t6c d8 cho khach hang khi troy nhep website. Trong twang hgp doanh nghiep mu6n xay dung mOt he th6ng website thuang mai dien tir de giai thieu cac san phem voi khach hang trong nuoc thi doanh nghiep nen Bang ky dich vu hosting voi mOt nha cung cep dich vu n8i dia.

Yu diem cua viec hosting a nuac ngoai la cac nha cung cep dich vu nuac ngoai thulmg CO ca kr ha ding mang, ding nhu dOi ngii ky thuet tot, dieu do se co lgi trong viec duy tri hoat dOng on dinh cua he thong. Tuy nhien, trong truang hcfp gip su c6 (CO the do bi hacker ten cong) thi do se la mOt ter ngai khi thuang luting v&i nha cung cep ley lai quyen cua he thong, do do khi lua chgn nha cung cap dich vu hosting nuac ngoai chting to can phai then trong xem xet ve uy tin cua cong ty do. Trong khi do, neu lua chgn nha cung cap dich vu hosting trong nu& thi thi truang, cong nhu ca sa ha

210

tang mang khong tot bang oh cac nha cung cap dich vu nu& ngoai, tuy nhien no co loci the ve mat bao mat va ho troy khi bi tan cong. MOt yeu to khac can xem xet la gia thanh thue dich vu hosting cila cac nha cung cap dich vu hosting nuorc ngoai thu&ng c6 gia re han rat nhieu so voi cac dich vu tuang &rang cua nha cung cap dich vu trong nuac.

5.1.2. Phan mem gidi phdp Chuang mgi dien tir cho doanh nghiep

5.1.2.1. Website thuang mgi dien to •

(i).DOC diem dig Website thuang mgi dien tir

Cac website thucmg mai dien tir can hoat dOng lien tuc 24/7 du la mo hinh nao. Nhimg website deu can dugc chay ten cac may chii du manh de xir ly khi lugng truy cap cao nhat. Ben canh you cau hoat dOng nhanh va on dinh, cac website thucmg mai dien tir giao dich can sir dung nhang phan mem hiOu qua va de nang cap khi lugng truy cap website tang. Cac website th8ng tin nhu tin tuc, bao cao, thong tin so h6a... can dap ling nhu cau tim kiem thong tin nhanh va chinh xac. Thong tin can hien thi nhanh nhat ten man hinh cua ngueri xem. Nhin chung yeti cau hoat dOng van la 24/7 nIumg mire dO nhanh va on dinh co the thap han so vai cac website thuang mai diOn tir giao dich. Yeu cau ve phan cling cling co the thap hcm, tuy nhien yeu cau ve xir ly luting truy cap dOng co the cao han, do cac website tin tuc, thong tin a thu but khach truy cap han.

(ii). Cac chtic nang ca ban c4a website thuang mgi dien tic

Phan mem website thucmg mai diOn tir co the co nhang nhiOm vu khac nhau, tir viec cung cap catalog trung bay san pham truc tuyen den viOc don hang ter dOng. MOt giai phap thuang mai diOn tir co ban phai co nhang chirc nang co ban sau:

- Catalog trung bay san pham;

- Gk.) mua hang;

- Xu ly giao dich dat hang, hgp ding, thanh town...

Cac website thucmg mai diOn tir km, phirc tap han cling sir dung 'then phan mem co cac chirc nang teen va co them nhimg cong cu ho trg cac hoat

211

Ong thucmg mai dien tir khac. Phan mem trung gian (middleware) n6i ket he th6ng thucmg mai dien tir voi cac he thong thong tin dm ding ty (quan 15/ hang ton kho, xir 1.ST don hang, ke toan). Ben canh do co cac gal phan mem chuyen thuc hien mot s6 chirc nang nhu: phan mem ERP, phan mem SCM, phan mem CRM, phan mem quan tri nOi dung (CMS) va phan mem quan tri tri thirc (NM).

Website catalog dien tit

Doanh nghiep sir dung catalog tnmg bay the san pham hoac dich vu cua minh. Giting nhu trong cua hang ban le truyen th6ng, nha kink doanh gian hang truc tuyen co the nham hang hoa thanh tong khu theo nhcmg tieu chi rieng vii ten goi cac gian hang tucmg to nhu gian hang truyen thong. Trong hau het cac gian hang truyen thong, m61 san pham chi de trong mOt vi tri nhat Binh, tuy nhien voi gian hang truc tuyen, met san pham co the ducyc phan loaf o nhieu chimg loai hang khac nhau. Vi du: giay chay co the vira duqc phan loai trong khu giay hoac khu clung cu the thao.

MOt trang web thucmg mai nho co the co met catalog tinh don gian. Catalog tinh la mot danh muc don gian duqc viet bang nem ngO HTML, hien thi trong mot hoac mot s6 trang web. De them vao, x6a di, hoac thay d6i met muc hay mot san pham trong danh muc, ding ty phai sira lai phan lenh HTML cua mot hoac met s6 trang. Cac trang web thuong mai ion hon thuang sir dung au truc catalog dOng.

Catalog Ong luu tit thong tin ve cac muc hang trong cac co so , da lieu, thuang tren mot may tinh rieng biet c6 the truy cap tai may chit. MOi muc hang trong catalog Ong c6 the duoc hien thi yen nhieu hinh anh hoac thong tin chi tik. M'Ot cong cu tim kiem se cho phep khach hang tim kiem hang He va xem xet lieu mat hang do c6 san ban hay khong. Pham mem catalog dung thuang &roc gan kern trong met b0 phan mem thuong mai dien tir ton goi, tuy nhien mgt s6 ding ty viet phan mem catalog rieng, sau do not vOi co soy du lieu san pham cua ding ty minh.

(iv). Gici mua hang trong thucmg mgt dien to

Khi thuong mai dien tir mai phat trien, khach hang chon san pham ho quan tam bang cach dien vao met mAu (form) vai cac lua chip ve s6 lugng,

212

ma se san pham, don gia,... trong nhting hep nhap se lieu rieng biet. Dieu nay gay ldio chiu cho khach hang trong truang hgp khach hang tai met thai diem guy& dinh mua nhieu han met san pham. MCA van de khi mua hang trirc tuyen bang cach dien vao mAu mua hang la nguai mua phai dien vao ma san pham, gia ca va cac thong tin khac ve san pham tnrac khi h9 co the den tai trang web dat hang. Han ntra, khach hang doi khi lchong nha lieu h9 da kich vao nut giri don hang hay chua. Ket qua la, h9 co the vira gin dat hang 2 lan cho met don hang (kich chuOt hai lan vao nut dat hang), hoac nghi rang h9 da gui rei nen khong an vao nut dat hang nfra. Do do, mua hang theo each tren thuamg clan tai nham 1 n va mac lOi trong qua trinh dat hang. Nhang han the cua hinh thirc dal hang bang cach dien vao mAu da dugc khac phuc bang phan mem giO mua hang.

Ngay nay, gi6 mua hang la met tieu chuan a thuc hien thuong mai dien tir ban le. Gio mua hang luu trir cac san pham ma nguoi mua TA' chgn, cho phdp nguad mua co the xem lai nhang mat hang minh da chip dua vao gio, them vao giO mat hang mai hoac be bat di san pham nao do. De dat hang, khach hang chi can don gian kich chuet vao san pham do, tat ca cac thong tin ve san pham bao gem gia ca, mo ta, ma san pham hay cac thong tin khac deu dugc to &Ong tun tru trong gio mua hang. Khi khach hang da chon hang xong, ho chi can nhan nut thut hien viec mua hang, phan mem gio mua hang se to dOng tinh toan tong se san pham, tong gia tri tin thanh toan ding nhu cac chi phi van chuyen hay thu'e. Phan mem Gio mua hang dm met so website thucmg mai dien tir con cho phep khach hang chgn san pham dua vao gi6, de giO vao met ngan ao, va khach hang sau vai ngay quay tra lai mai quy& Binh chgn mua hoac thanh toan. Met se phan mem gio mua hang dugc ban dec lap de cac cong ty to ket not vao website ban hang dm minh. Gio mua hang hien dai ding la met cong cu canh tranh trong Thuang mai dien tir.

(v). Xft ly cac giao dich thuang mai dien tic

Khi nguai mua quyet Binh mua hang bang each nhan vao nut Checkout tren trang web, khi do trang web thuc hien quy trinh xir ly giao dich: phan mem thuong mai dien tir thuc hien bat cu met tinh toan can thiet nao, vi du chi& khau dua tren se lugng hang mua, thue, chi phi van chuyen,... Khi

213

Checkout, ca Ichach hang vi ngueti ban deu chuyen sang giao dien giao dich an toan. Xir lSt giao dich c6 the la phan phirc tap nhat cua viec ban hang truc tuyen. Tinh town thue va chi phi van chuyen la nhiing phan quan trang trong qua trinh nay, va cac nha quan tri mang phai thuemg xuyen Idem tra mire thue suAt ding nhu chi phi van chuyen de dam bao mirc gia dang dugc ap dung la mirc gia dimg. MOt s6 phan mem cho phep may chii web AT dOng cap nhat thong tin gia van chuyen bang cach ket n6i tivc tiep tai cac ding ty van chuyen.

5.1.2.2. Website clang va cow ding nghe xay dung website clang

Microsoft da phat trien mOt ding nghe tao trang web dOng va dugc sir dung rang rai hien nay la Active Server Pages (ASP). Sun Microsystems cling &A' phat trien mOt ding nghe tuang to g9i la Java Server Pages (JSP), va hiep hOi ma ngu6n m6 Apache Software Foundation cling phat trien mOt ngon ngft lap trinh tucmg to la PHP (Hypertext Preprocessor). Gan day, mOt ding nghe tuang to dugc Macromedia xay dung voi ten g9i lA Cold Fusion. Day la bOn ding nghe ph6 bien nhAt dugc sir dung a xay dung cac website. Trong nhang ding nghe nay, cac cau lenh chay teen may chu dugc trOn an vOi nhang cau lenh HTML de tao ra cac trang web dOng, tirc la c6 nOi dung khac nhau. Vi du, ASP cho phep nguori lap trinh web sir dung nhang ngOn nair lap trinh khac nhau nhu VBScript, Jscript, hoac Peri. Java la ng8n ngit lap trinh do Sun tao ra, cling c6 the dugc sir dung de tao ra cac trang web dOng. Nhftng in-1g dung do dugc g9i lA Java Servlets.

Nhieu nhA chuyen mon van cho rang cac cong nghe tao trang web dOng chua thuc su giai guy& dugc viec lap trinh web. HQ cho rang, phucmg phap xay dung cac trang web nhu vay chi chuyen nhiem vu cua nhling nguesi vitt cac trang web HTML sang nhang nguen viet lenh ASP (hoac JSP hay PHP).

MOt s6 du an dang dugc trien khai nharn giai guy& van de tao cac trang web d'6ng triet de ham. Du an Apache Cocoon Project lA mOt trong nhang du an dien hinh. Apache Cocoon IA mOt ca the xay dung web cho phdp nguoi lap trinh truy van du lieu ngay ter cac trang HTML va tao ra cac trang web dm% nhieu dinh clan khac nhau. Chinh tinh nang cho phep tao ra cac trang web du& nhieu dinh clang khac nhau tao nen the manh ciia Cocoon. Theo phuang phap nay, cac trang web dugc km tril duai clang cac the HTML va

214

cac the nay se hinh thanh nOi dung that dm cac trang web. Cac thOng tin dugc yeu eau se dugc xir ly bad cac ling dung Java servlet, cac ling dung nay se doc cat the HTML va lua chon cac nOi dung dugc yeu cau. Thay vi hien thi trang web, Cocoon c6 the xay dung nOi dung diing nhu yeu cau. Vi du, ngutri dung yeu cau mot file Adobe Portable Document Format (PDF) de doc ten thiet bi s6 cam tay PDA, met website sir dung cong nghe Cocoon co the tao ra nhcmg thong tin duai clang PDF tir nhting file HTML. Nhieu chuyen gia trong nganh cong nghe thong tin tin twang rang cong nghe Cocoon va cac ding nghe tucmg to ciia Microsoft (Microsoft.Net famework) va Oracle se dem lai nhung phucmg phap tot hcm de xay dung cac trang web dOng.

(i. MOt so cong cu phat trien web phij bien

Mac du cac cong Cu nay thuang dugc sir dung a xay dung cac website nho, tuy nhien chimg cling c6 the dugc sir dung de xay dung cac thanh phan rieng le cua cac website thucmg mai dien tir c6 quy mo trung binh bang each tao ra cat trang web va cac cong cu quan ly website. Vi du , phien ban gan day cua chuang trinh Macromedia Dreamweaver d'A tich hop luon ca moi tnrong phat trien. Nhu vay d6i vai cac nhA thiet ke web c6 kinh nghiem ho c6 the sir dung de tao ra cac thanh phan cila met trang web dOng de nhu tao ra met trang web finh.

MOt cong cu thiet ke web khac kha ph6 bien d6 IA Microsoft Frontpage cling c6 the dugc sir dung de xay dung khunt cua cac website thuang mai dien tir. Cac thAnh phan con lai cua cac trang web dOng nhu tao danh muc hang h6a, dich vu khach hang, xix lS7 cac phien giao dich co the dugc viet b6 sung bang cac cong cu phat trien web khac chang han nhu Visual Studio.NET cua hang Microsoft.

Sau khi tao xong website voi cac cong cu phat trien nay, nguai thiet ke can mua 1)6 sung them cac thAnh phan phan mem tien ich khac nhu gio mua hang, phan mem quan tri nOi dung. Cuoi cling lA tao ra cac phan mem trung chuyen de ket n6i website vAo cac phan mem voi ca sa dir lieu san c6 cua cong ty.

Viec mua va sir di..mg cat phan mem thuong mai dien tir nhin chung la dat hon so vOi viec sir dung cac dich vu thucmg mai ciia nha cung cap dich

215

vu, yeti chi phi hang nam co the tir 2.000 den 50.000 do la My. Cac phan mem thuang mai dien tir c6 gia thanh trtmg binh chi cho phep ket n6i tai cac ca sa dir lieu ve danh muc san pham. Sau khi da ket not duac ten ca sey dit lieu danh muc san pham, no cho phep cap nhat, thay d6i thong tin. Tham chi, m6t vai he thOng con cho phep ket not tai he thOng quan tri tai nguyen (ERP) cua town b6 doanh nghiep. Dieu nay cho phep cac citing ty khong phai chay &Ong thoai nhieu he thOng trimg lap nhau va gia tri dm he thong dang c6 duqc trai r6ng ra cho mgt vai he thOng phan mem. Ba he thOng thuang mai dien tir ph6 bien hien nay cho cac doanh nghiep vira la Intershop Enfinity Multisite, WebSphere Commerce Suite dm IBM va Commerce Server 2002 dm hang Microsoft.

(h). Mg't so pluin mem qua,: tri not dung website thuang mgi dien to Phan lan cac phan mem thuang mai dien tir deu CO cac tinh nang

d6ng va tien tich de tao ra cac trang web mAu, nhu trang chit, trang giai thieu, trang lien he... Tuy nhien phan lem cac doanh nghiep muOn tuy bien cac trang web von dac thu rieng cua minh, phit h9p von san pham, dich vu va nganh nghe kinh doanh. De mua mot phan mem quan tri n6i dung website thuang mai dien tir, can phai kiem tra cac tinh 'tang nham dam bao than vien cua cong ty co the thvc hien duqc cac thao tac thtkmg xuyen phai xir ly d6i yen he thong nhu cap nhat, thay doi, b6 sung, xir ly cac dan dat hang, ke toan, thue... Ve ca ban, phan mem can dap img yeu cAu dan gian h6a cac thao tac cua ngtr6i sir dung d6i von cac cong viec xir ly dir lieu va giao dich hang ngay.

Khi thuang mai dien tir phat tritn, cac doanh nghiep CO xu htrong tim cac giai phap moi nham sir dung web va internet de chia se thong tin gifta cac than vien, khach hang, nha cung cap va cac d6i tic cua minh. Phan mem quan tri n6i dung hi) tra quan 1S, khOi luang lan cac thong tin, van ban, hinh anh... lien quan den cong viec kinh doanh. Ved sv phat trien nhanh chong cita cong nghe khOng day, va cac thiet bi lchong day nhu dien thoai di d6ng, may tinh cam tay, PDA, viec quan tri n6i dung se gift') than vien chia xe thong tin a dang han, giam thai gian, chi phi giao dich.

Khi cong ty can co nhieu each khac nhau de truy nhap den tai nguyen thong tin nhu thong tin cac san phAm, quy each, gia ca, huong dan sir dung...

216

co the xem xet giai phap quan tri va sir dung thong tin thong qua cac phAn mem quan tri not dung. Ba cong ty dang dim dau ve cung cap gidi phdp quiin trj nfii dung trin thi Documentum, Vignette va Webmethods. Phan mem quaff trj trOi dung co gid khodng tir 200.000 din 500.000 USD.

(iii). Mot so phiin mem quan tri he thong dieing tin trong doanh nghiep

Ngay nay s6 lugng cac cong ty sir dung phAn mem quan tri nOi dung (CMS) dang ngay can tang len. 11Au het cac phAn mem quan tri not dung dugc thiet ke ra a trg giup cac cong ty quan tri tat ca cac thong tin trong nOi be doanh nghiep. Mk du gia thanh da giam xu6ng do viec thay the cac hinh thirc luu trir thong tin truyen thong tren giay t6 sang luu tnt dinh clang then tir, met vai ding ty bat au nhAn ra rang gia tri dich thuc cua nhimg van ban do la thong tin chua dung trong cac he thing thong tin nay. Do vA'y, ho bat dAu tim kiem cac he th6ng co the gifip hg quan tri cac tri thirc hcm la viec chi bieu di& cac van ban hay hinh thirc cita tri thirc. Ck phAn mem nhu vAy dugc ggi IA phAn mem quan tri tri fink (Knowledge Management).

Phan mem quan tri tri thirc giup cac cong ty b6n viec chinh sau: thu thA'p va to chic thong tin, chia se thong tin cho nguoi sir dung, nang cao nang luc cim nguoi sir dung trong cong tac, luu fru cac tri thin thu dugc qua viec sir dung thong tin sao cho ngu6i sir dung trong Wong lai c6 the hoc had kinh nghiem cua nhang nguei sir dung hien hanh. Plan mem quan tri tri thirc cling bao g6m cac cong cu cho phep d9c cac van ban dien tir (vi du duoi dinh long Microsoft Word hoc Adobe PDF), anh quet cila van ban, thong diep dien tir, tin nhan, hoc cac trang web. Phan mem quan tri tri thirc cung bao g6m cac ding cu tim kiem mph cho phep sir dung ngi'r nghia va cac thuAt town th6ng ke de trg giup ngu6i dAng tim kiem cac nei dung va cac tai nguyen khac de trg giup nguiyi dAng trong viec nghien cfru ding nhu ra quyet dinh.

Ck phAn mem quan tri tri thirc dugc chAo bad mot s6 nhA cung cap phAn mem lon bao g6m IBM Lotus Discovery Server, Microsoft SharePoint Technologies. Ben cph do, ding cao 2 cong ty nho ham cung cap phAn mem quan tri tri thirc khac do IA Entopia Quantum va. Miro Worlds Technologies Scopeware. T6ng tri gia cho viec cai at phAn mem quan tri tri thirc bao

217

g6m ca phan cling, ban quyen phan mem, phi to van thuong khoang to 50.000 den 1.000.000 USD.

(iv)Phdn edm phan tich du lieu (Data Mining)

Chuang trinh may chit web c6 the thu thap dugc cac thong tin ve nguad sir dung khi h9 truy nhap vao website, cac thong tin nhu ai dang truy nhap, truy nhap trong bao lau , bat du truy nhap vao luc nao, luc nao thi ket thitc, va nguati sir dung da vao nhimg trang nao. Da lieu thu thap dugc nay se dugc luu trir trong file nhat 14 (log file). Tuy nhien, t6c dO tang truamg cita tep nhat 14, nay la rat nhanh, dac biet la nhimg trang web pht) bien thi c6 the co hang tram nghin nguoi truy nhap trong mot ngay. Viec phan tich cac file nhat 14 nay mot cach can than se thu dugc nhieu ket qua c6 lgi cho hoat dOng kinh doanh. De nam dugc y nglila cua cac thong tin trong "nhat 14", thong thuamg chimg to phai sir dung phan mem phan tich du lieu dm nha cling cap thir ba. Chuang trinh nay c6 chirc nang tong hgp thong tin tir "nhat kS," va dua ra cac bao cao cu the nhu bao nhieu nguati sir dung truy nhap trang web mot ngay, gief, phut hoac thad gian nao thi s6 ngtriyi sir dung tang dOt bien, hay trang nao trong website dugc nhieu nguad xem nhat, muc nao dugc truy nhap nhieu nhat. Cac chucmg tinh phan tich "nhat ky website" phi bien phai ke den cac san pham dm Analog, Keylime Software, Urchin Web Analytics, Web Side Story va Webtrends.

(v) Tien ich Link-checking va quan tri website doanh nghiep

MOt website quan tri chuyen dung bao g6m mgt tap cac co cite chuan, bat du vai link-checking. Link-checker kiem tra tong trang tren website xem co trang nao bi 18i, bi hong, hay c6 bat kY sit c6 nao do. NO ding cung cap dugc thong tin ve cac tep "m6 coi", tire la cac tep khong dugc bat ky trang web nao lien ket den trong website. MOt co the quan trong khac cua website quart tri la kiem tra tinh hieu li,rc cua cac script va HTML. MOt vai ding cu quan tri khac cif) the xac dinh dugc 18i ve cac trang va ma ngu6n, liet ke danh sach cac duang lien ket hi 18i, va giri ket qua bao tri den nguad quan tri qua thu dien tit.

D6i vai trang web dm cong ty, viec thuamg xuyen theo doi kiem tra cac duamg lien ket la rat quan trong. MOt vai phan mem may chit web khong co

218

tinh nang kiem tra duelng lien ket. MOt lien ket chet (dead link), la lien ket khi truy nhap an no se thong bao loi thay vi hien thi nOi dung ciia lien ket d6.

Mqt vAi cong cu nhu Macromedia Dreamweaver dugc bao g6m ca co the kiem tra duamg lien ket. HAu het cac phAn mem kiem tra lien ket la cac chuang trinh chay rieng biet. MOt trong cac chuang trinh kiem tra lien ket do IA Elsop LinkScan ma doanh nghiep c6 the tai mien phi phien ban dung thir tir Internet. Ket qua dm cong viec kiem tra lien ket co the dugc dua ra ngay tren cfra s6 cua trinh duyet web hoac dugc giri thu dien tir an mOt nguiyi cu the. Ben canh viec kiem tra cac lien ket chuang trinh kiem tra website con c6 the kiem tra chinh to va cac thanh phAn c6 cAu truc khac cua trang web.

(vi). MOt so cac nha cung dip dich vu thuang mai (CSP — Commerce Service Provider) co. ban

Sir dung dich vu luu tril web dia mOt nha cung cAp dich vu thay vi to mua mOt may chili rieng dong nghia vai viec gbh nang nhan su va ding nghe da chuyen tir doanh nghiep sang nha cung cAp dich vu luu tra web (web hosting providers). Cac CSP co nhang lgi the tucmg to nhu loi the dm cac nhA cung cAp dich vu internet (ISP), trong do co viec phan b6 chi phi cua mOt website lan cho nhieu "nguad thue" website nho han. Ngoai ra, chi phi thAp la lgi the lan nhAt vi nhA cung cAp dich vu luu tit da mua may chil, cai dat va chiu trach nhiem van hanh may chii.

CSP cung cAp mien phi hoac voi gia re cac phAm mem thuang mai dien tir de xay dung cac trang web thuang mai dien tit ma cac trang web nay sau do lai dugc luu trir tren may cua CSP. Cac dich vu nay thuemg co gia khoang 20USD/thang, va phAn mem nay dugc gan truc tiep vAo website cua CSP, cho phep doanh nghiep ngay lap tirc xay dung va luu tit dugc website cua minh vai giao dien cua phAn mem nay. Cac dich vu nay dugc thiet ke cho cac doanh nghiep Who kink doanh truc tuyen, chi ban mOt so it cac mat hang (thuemg kh6ng qua 50 nh6m hang) va co lugng giao dich tuang doi nho (thuang it han 20 giao dich mOi ngay). ValueWeb, hoat dOng tir nam 1996, la mOt vi du thanh cong dien hinh cua cac CSP.

219

CSP kilu Mall-Style gian hang)

Cac CSP kieu Mall-style cung cap cho cac doanh nghiep nho ket not Internet nhtmg cong cu tao trang web. Chi phi luu trit website hang thang thtrang cao hcm so von chi phi tir nha cung cap dich vv website g6c. MOt vai nha cung cap dich vv ding thu phi theo phAn tram va/hoac phi co dinh cho moi giao dich von khach hang. Nhcmg nha cung cap dich vv nay cung cung cap nhang cong cu chat lucmg cao, cac mAu gian hang, giao dien ca sir dung va kha nang tao trang web nhanh va thuan tien.

Cac CSP kieu Mall-Style cung cap phAn mem gib mua hang hoac cho phep sir dung phan mem gi6 mua hang tir cac nha cung cap khac. HQ ding thvc hien quy trinh xir ly thanh toan vOi khach hang sir dung the tin dung hoac hinh thirc thanh toan khac. CSP thay mat cho ngu6i ban thvc hien viec chap nhan thanh toan bang the tin chimg. Mac du doanh nghiep dang tra phi hang thang cho CSP, trang web khong phai hien thi bat k Si banner quang cao nao, dieu nay gia tang mirc dO tap trung cua khach hang. Lqi ich thin to cua CSP kieu Mall style la h9 cung cap cac cong cu duy tri va xay dimg website c6 chat lucmg cao hcm so yen cac CSP co sor. Trong cac mo hinh thanh cong dien hinh cua cac CSP kieu Mall-style c6 eBay Stores va Yahoo! Store.

Djch vu thwang mgi dien tir caa Yahoo!Store

Yahoo!Store la mOt trong se dich vv c6 chi phi cao nhat trong nhom cac CSP kieu Mall. Yahoo!Store hoat dOng nhu mOt nha cung cap dich vu luu tit web khong chi cho hang ngan cira hang nho, ma cho ca nhi-mg ten Wei lan nhu Kennedy Center Space Shop hay tap chi Rolling Stone. NM -mg cong ty nay van lap gian hang tren Yahoo ben canh website rieng cua h9, sir dung Yahoo!Store nhu mOt cong cu ban le gia tang huOng ton cac khach hang cua Yahoo. Cac cong ty khac neu kh6ng ban nhimg san pharn chinh cua hQ trvc tier) tai khach hang tren mpg c6 the dung Yahoo!Store nhu mOt toy rai quang cao cho nhimg khach hang ghe tham Yahoo.

Doanh nghiep c6 the tao, thay dei va duy tri cira hang tren Yahoo thong qua trinh duyet web. Yahoo luu tit tat ca cac trang web tren may chi' dm Yahoo. Yahoo cling xir 1ST cac giao dich thanh toan ten mOt may chi' an toan. Khi mOt doanh nghiep dang kSt sir dung gian hang tren Yahoo, ten

220

trang web dm doanh nghiep se la ten mien cap 2 dm Yahoo. Vi du http://store.yahoo.com/BoldImpressions neu ten ding ty la BoldImpression.

De nang cap va duy tri gian hang, doanh nghiep truy cap voi ten truy cap va mat khau cila minh, sau do sir dung cac cong cu truc tuyen de sira d6i nOi dung trang web, them vao hoac xoa bat cac muc hang va thuc hien nhiMg thao tac khac. Doanh nghiep ding có the sir dung Manager, mot san pharn phan mem do Yahoo cung cap a kiem tra cac thong tin thong ke, thiet lap cac phuong thirc thanh town, chon hinh thirc giri hang phi' hop va thay ci61 cac cai dat. Khach vieng tham Yahoo truy cap gian hang thong qua duimg link Yahoo! Shopping tren trang chu dm Yahoo.

5.1.3. M'Ot sá giai phdp thwong mcd dren ter cho doanh nghiep Tern

5.1.3.1. Intershop Enfinity

Intershop Enfinity MultiSite la giai phap thuong mai dien tir cho phep doanh nghiep trang bay va tim kiem san pham, gio mua hang, xir ly giao dich vori the tin dung truc tuyen va kha nang ket not voi cac he th6ng thong tin va co sa dit lieu khac cifa doanh nghiep. Intershop Enfinity MultiSite gem be, cong cu ho fro cai dat, cong cu tao catalog va quan tri dit lieu, deng thiyi phan mem nay ding cung cap nhieu mAu gian hang ducfc thiet ke san. Viec quan tri va thay d6i s6 lieu cho gian hang duoc thuc hien qua Internet thong qua mot trinh duyet web hoac truc tiep tren may chit. Module quan ly hang ten kho theo doi lucmg hang ten kho va cho phdp quan ly ra soat s6 lucmg timg mix hang con san co, kiem soat va thong ke cac giao dich xuat nhap hang. Phan mem cho phep doanh nghiep ap dung cac bien phap Vic tien thucmg mai khac nhau, vi du nhu chit khau dirge thuc hien a dang, nguiyi quan IS, chi can xac dinh nguyen tic chit khau va khoang thori gian ap dung chit khau rei cap nhat vao phan mem. MOt ph'a'n quan tong dm he th6ng nay la module quan tri co sa dit

Intershop Enfinity MultiSite co the van hanh vOi nhieu co sa da lieu khac nhau, vi du nhu DB2 (co so M lieu dm IBM) hoac cac co so dir lieu cifa Oracle. Phan mem nay ding tich hop cong cu giri email to dOng, co the giri xac nhan don hang to dOng tai khach hang. Enfinity ding h6 tro d6i voi cac cong ngh'e bao mat nhim thuc hien cac giao dich an town. Cong cu thong

221

ke cho phep xay dung nhieu loai bao cao giiip theo cloi hoat deng cua website, s6 khach troy cap ding nhu cac thao tac, hanh vi cita khach hang tren website.

5.1.3.2. IBM WebSphere Commerce Professional Edition (Phcin mem WebSphere Throng mgi czia IBM Phien ban Chuyen nghiep)

IBM xay dung phan mem IBM WebSphere Commerce Professional Edition gam met s6 phan mem phit hap cho viec ban hang truc tuy6n cua cac doanh nghiep vita va lOn. Phan mem nay bao gam: cac mlu catalog, quy trinh cai dat va cac dog cu tien tien cho viec tao catalog de ha trg ding ty trong viec tao ra met trang web thuang mai dien tir hap din va hieu qua. IBM WebSphere Commerce Professional Edition dugc sir dung cho ca mo hinh B2B va B2C, dang then c6 the ket not de dang voi cac 110 thong thong tin hien hanh cua doanh nghiep nhu quan tri nhan su, cac ca so dit lieu hang tan kho, he thong mua sam truc tuyen, quan tri quan he khach hang.

IBM WebSphere Commerce c6 the chay dugc tren nhieu he dieu hanh khac nhau. Doanh nghiep co the khOi dAu yen met gian hang nho, sau do nang cap thanh gian hang kin hon. Phan mem c6 cong cu de xay dung cac gian hang dien tir met cach de dang. Cac chirc nan khac nhu thanh toan, ha trg khach hang... c6 the dugc ba sung bang cach thuc hien cac lenh c6 sin hoc viet ma. Doanh nghiep co de clang cap nhat cac san pham, gia ca va hinh anh san pham. IBM WebSphere Commerce Professional Edition cling cho phep dang tai cac san pham co the download dugc tir mang, nhu ban nhac hoc phan mem.

Mac du WebSphere dua ra rat nhieu lua chon v'e cac chirc ruing, chuemg trinh tien ich va cac lenh de doanh nghiep co the tao ra met gian hang tut tuyen theo so thich, a sir dung dugc doanh nghiep can co lap trinh vien viet yen ngon net JavaScript, Java hoc C++. Phan mem nay co tat ca nhang dac thit cila met website thuang mai dien tit tieu chuan, bao gam cac cong cu tao gio mua hang, thOng bao bang email sau khi thuc hien xong don hang, ho trq giao dich an toan, khuyen mai va giam gia, theo dOi thuc hien don hang, lien ket ten he thOng ke toan doanh nghiep va quail Vi website tnirc tiep hoc tir xa qua trinh duyet web.

222

5.1.3.3. Microsoft Commerce Server (cac phien ban tit 2002 den nay)

Microsoft Commerce Server cho phep doanh nghiep ban san pham va dich vu tren mpg bang cach sir dung cac ding cu nhu: quan l5r khach hang, xir ly giao dich, quan ly san pham va dich vu, marketing theo khach hang. Microsoft Commerce Server thiet lap mot quy trinh huang dAn nguari dung xay dung nen website thong qua mot s6 btrac, tuy nhien ngueyi quan lSr website phai viet b6 sung mot s6 doan ma chuang trinh nhat dinh de dam bao phan mem nay dap irng nhang yeu eau sir dung. Cong cu Visual Studio.NET, dugc cung cAp kern yen Microsoft Commerce Server cho phep doanh nghiep c6 the thud hien cac tuy bien d61 van website da xay dung.

Ngoai ra, Microsoft Commerce Server cung cAp them cac ding cu gitip doanh nghiep g'an ket von khach hang, to dOng thud hien va ket fink don hang va phan tich cac thong tin ban hang. Commerce Server cung cAp ding cu cho vied quang cao, khuyen mai, ban hang, dac biet c6 the ca biet h6a cac dich vu doi yen tong khach hang.

Microsoft Commerce Server 2002 cung cAp cac bao cao theo clang dinh sari de phan tich hoat &Ong cua website va phan tich s6 lieu ban hang. Microsoft Commerce Server 2002 ding cung cAp ding cu gio mua hang, xac nhan hoan tat mua hang bang email, va ho trg giao dich an town. Phan mem nay c6 the ket n6i voi cac he thong ke toan cua doanh nghiep, ding thin nha quan ly ding c6 the theo doi town be, hog dOng kinh doanh thong qua trinh duyet web.

5.1.3.4. Phein mem thwang mai align to danh cho doanh nghiep lan

(Enterprise-Class)

Tren thi tnriYng hien nay ding c6 mot s6 san pham danh cho doanh nghiep lan van cu6ng dO giao dich cao, quy mo lern nhu IBM WebSphere Commerce Business Edition, Oracle E-Business Suite, va Broadvision One-To-One Commerce

Phan mem thuang mai dien tit danh cho doanh nghiep lorn cung cap cac ding cu lien ket va ho trg cho cac hoat &Ong mua sam, san xuAt va ban hang dia doanh nghiep. Phan lan cac ding ty thuong mai B2B d cit hang tai cac

dOi tac cung cAp von cac quy trinh da dugc thong nhAt giaa cac ben. De ban

223

san pham, phan mtm thuang mai dien tir cung cap cac chuan cho giao dich thuang mai dien tir nhu xir 15/ va hoan thien giao dich dam bao an toan, chinh xac han. Vi du, phan mtm c6 tht twang tac voi he th6ng quan l5r hang ton kho cua cOng ty va tien hanh nhung ditu chinh phu hop, tao dan mua hang voi nhang mat hang c6 luting eon kho giam xu6ng mirc thap va nhap clit lieu ke toan trong he th6ng ERP hoac he th6ng ltru

Trong trutmg hop giao dich B2C, khach hang sir dung trinh duyet web cua minh de tim kiem catalog san pham. VOi hang s6 h6a khach hang c6 tht tai san pham trkrc tiep tir website, hoac c6 the ditn vao dan hang a mua ban cung. May chit dugc n6i yen cac he th6ng khac, Om he tilling quan tri ca so du lieu, may chii ban hang va may chu cho cac img dung. Ca se dir lieu thuang chira hang trieu dOng thong tin vt cac san pham, gia ca, *mg hang

thong tin va lich sir mua hang dm khach hang. Th6ng ke cac giao dich mua sam cua khach hang cho phep website dua ra cac gqi 5, hay de xuat vai khach hang thtrimg xuyen dac biet khi ho troy lai tham cac muc hang c6 lien quan.

Cac cong ty luu frit dir lieu vt khach hang, qua trinh khach hang truy cap web se dugc ltru vao ca str dir lieu len, sir dung nhimg cong cu chuyen dung de phan tich nhang dir lieu nay nham cai thien m6i quan he \Teri khach hang. Nhang dir lieu nay thutmg gom cac thong tin dm thug khach hang, cac trang web ho xem, thai gian vieng tham teen mOi trang, cac san pham ducrc xem va mua... quan ly to t tat ca cac hog dOng nay, cac website thuang mai dien tir lan thuting sir dung module phan mtm quan ly quan he khach hang (CRM). Ben canh do, cac cong ty ding six dung cong cu de tich hop he th6ng san xuat cua minh voi he th6ng thong tin dm nha cung cap, khi d6 website thuang mai dien tir c6 them module phan mtm quan tri cung img (SCM).

Sir dung hieu qua cac cong cu ten cho phep doanh nghiep ket not khach hang, doanh nghiep va nha cung cap. Chia se thong tin giaa cac ben la mOt Ong l%rc de thu but khach hang truy cap website cua doanh nghiep, d6ng thai nha cung cap ding co thong tin de len ke hoach cung cap bleu qua va kip thOi han. Phan mtm thuang mai dien tir cung co them cac module cho phep ter Ong quan l5, va thay doi thong tin tren website.

224

5.1.3.5. Phcin mem quail tri quan he ved khach hang (CRM — Customer

Relationship Management)

Muc dich cua CRM la tim hieu nhu eau nhAt dinh cua tong khach hang

va sau d6 tiny bin san pham hoac dich vu a dap img nhang nhu cAu d6. Thong thuang, khach hang se san sang tra gia cao han cho cac san phAm va dich vu ma dap img chinh xac nhu cau cua hg. Mac di' cac cong ty co the co

cac ky thuat CRM khac nhau, song cac cong ty k'm co the d'au tu nhang

phan mem tu dOng hoa hAu het nlang hoat dOng cua CRM.

Ph'an mem CRM phai nhan so lieu tir phan mem tac nghiep thuc hien

cac hoat &Ong nhu: tu &Ong h6a ban hang, phuc vu khach hang va quang cao. Phan mem nay ding giup thu thap dir lieu ve cac thao tac cita khach

hang tren trang web dm doanh nghiep. Phan mem CRM sir dung cac dir lieu

nay a giiip cac nha quan ly tin hanh phan tich chin lugc marketing, m8

hinh hanh vi khach hang, My bin san pham dich vu,... de dap img nhu cAu

cua mot hoac mot Whom khach hang nhAt dinh. Dan gian nhat, CRM sir

dung cac th8ng tin ve khach hang a ban cho h9 nhieu san pham han hoac

san pham co lqi ich cao han. Vai tinh nang cao km, CRM thuong xuyen truyen dat cho khach hang nhang kinh nghiem mua hang tot va hqp 1$, nhAt.

CRM dong vai tro rat quan trong trong viec duy tri su trang thanh cita khach

hang vai doanh nghiep, dac biet trong trtrimg hqp quy trinh mua hang mat

nhieu th6i gian va phirc tap nhu thiet ke va lip dat may m6c theo yeu eau

cua khach hang, thiet ke san pham phan mem, cung cap cac giai phap tong

the ve san xuat...

MOt s6 cong ty tu viet phan mem CRM sir dung tu van tir ben ngoai va

nhan luc cita cling ty. Trong nhitng nam gar' day, cac nha san xuAt phan

mem da nang cao chAt lugng va tin ich trong phan mem CRM. Do d6, cac

cong ty lan co xu hugng mua toan bO phan mem CRM thay vi tu dau tu de

phat triln nhang phan mem nay.

5.1.3.6. Philn mem quan tri day chuy'n cung zing (SCM)

Phan mem SCM ho trg doanh nghiep trong viec phOi h9p hoat dOng

cim doanh nghiep vo7 cac nha cung cap de dugc cung img (IL vao nhanh va

225

hieu qua nhat. Phan mem SCM thuang c6 hai chirc nang ca ban: len Ice

hoach va thuc hien ke hoach. HAu het cac ding ty deu cung cap phAn mem

SCM von hai chirc nang tren vai mire d6 chi tiet khac nhau. Phan mem lap

ke hoach SCM gifip cong ty dua ra cac du bao dua tren nhimg th6ng tin dm

cac thanh vien trong day chuyen cung frng. Phan mem thuc hien ke hoach

SCM gifip cong ty thuc hien cac nhiem vu nhu quan tri kho hang va phan ph6i. Hien nay c6 hai ding ty cung cap phan mem SCM hang du la i2 Technologies va Manugistics.

San pharn i2 Technologies g6m cac b0 phan quail 15/ viec lap ke hoach ve

nhu eau, lap ke hoach cung (mg va dap frng nhu eau d6. Module lap ke hoach

danh gia luting cAu gom nhieu thuat toan khac nhau duac tuy bien phu hap

von timg thi triremg. Module nay c6 nhiem vu xem xet cach thirc mua sam cua khach hang va dua ra nhang du bao. Module lap ke hoach ding ph6i hap

phan phan ph6i, du bao mire hang ton kho, mua hang va phan b6 hang cung

img. Module thuc hien dan hang c6 nhiem vu thuc hien viec quan tri don

hang, xac mink khach hang va thuc hien dan hang.

San phai' n Manugistics SCM bao Om module lap Ice hoach g6c von chirc

ming dieu 'chi& cac yeu t6 khac cila he th6ng; module quan tri van tai, lap Ice hoach san xuat, lap ke hoach mua hang va quark 1y nguyen vat lieu.

Chi phi tip dung phAn mem SCM rat khac nhau tay thuc vao mOt s6

diem trong day chuytn cung frng nhu cfra hang ban 16, kho hang, trong tam

phan ph6i va cac nha may san xuat

5.1.3.7. He thong quan try nguOn luc doanh nghiep tich hop (ERP)

Nhitu website B2B phai co kha nang ke't n6i von cac he thong thong tin not bo cua doanh nghiep, viec nay duqc thuc hien thong qua phan mem Quin 1S, ngutn luc doanh nghiep (ERP). Phan mem ERP la he th6ng cat module phan mem duac tich hap thanh mOt he th6ng nham quan 15 , mai hoat

d6ng cua doanh nghiep, tir ke toan, quan 15, mua hang, san xuat, marketing,

len ke hoach, quan tri du an, va cac chirc nang quan 1ST tien. Cac nha cung

cap phan mem ERP chit Ou hien nay Om Baan, Oracle, PeopleSofft (hien

nay thuc Oracle) va SAP.

226

Phat trail) h'4 &Ong • Thiet ke he tilting • Xay dung 4' thong • Thir nghi'On 4 tilting • Xay chrng Tai Ruhtrang clan

VtIn Minh h§ timing • Cai at 4 th6ng • Van hanh hO thong • Baa tri he thOng

5.2. Trien khai dv an thiroug mai coign tir trong doanh nghib

5.2.1. Cdc phwong phdp trian khai du• an thtrang mgi dien tir trong

doanh nghtep

tritn khai du an thucmg mai dien tir trong doanh nghiep, nha quan ly c6 the lua chan mot trong cac phuang phap sau:

- Doanh nghi'ep sir dung nguOn nOi tut de xay dung he thOng, xay dung phan m6'm img dung thuang mai dien tir.

- Doanh nghiep mua he thOng ben ngoai.

5.2.2. Quy trinh xay dvngphim m'dm ring dung thwang mai dien ter

5.2.2.1. Phumg phap SDLC (System Development Life Cycle)

Phucmg phap SDLC can c6 ten la phucmg phap thac nu6c (Waterfall) - tri 'en khai du an he tilling thong tin theo tirng buac (nhu thac nu6c)

Hinh 5.4: Phtrcrng phi') SDLC

Lap ke ho#ch • Lap ke hoach • MO to N thOng

Ngudn: Trang 376, Information Technology, Sixth Edition, Pearson International Edition

Cdc bit& trian khai

thuc hien phuang phap nay doanh nghiep can thuc hien lAn lucrt 9 buorc bad timg bu6c c6 mOi lien he mat thief vai nhau, btrac tnrac lam ti&n

de cho buck sau.

227

Giai don 1: Li.ip ke hoch (Definition Phase):

Buck I. Llip ke hooch (Feasibility analysis)

Trong buck dau tien nay can xac dinh cu the he thOng thong tin can xay

dung. Ba nOi dung can de cap den la pham vi dm he thOng, lqi ich kinh t6 ma he thOng se mang lai va ke hoach van hanh.

Ban ke hoach cua du an can chi ra muc dich xa'y dung he tilting thong

tin a thuc hien nhimg ding viec gi, nhang ket qua ma he thOng se mang lai,

nhang img dung nao se dugc trien khai, lam the nao de c6 dugc cac phAn

mem frng dung do va he thOng can mot ca sof du lieu nhu the nao. MOt yeu

cau het sire quan tr9ng la can phai xac dinh dugc pham vi hoat Ong dm he

thong: d6i tugng phuc vu cila he thOng, cac hoat dOng cu the dm he thong.

Ve mat kinh te, dOi du an can phan tich xem can phai dAu tu bao nhieu

cho du an, du tru nhang chi phi co the giam bat; nhiing nguOn thu c6 the tao

ra (doanh thu co dugc tir viec tang Vic dO ra quyet dinh, cai then quy trinh

lap ke hoach va quan 13'T hay c6 them nhung co hOi kinh doanh mai); ding

• nhu nhimg lgi ich khac ma N thOng co the mang lai cho boat Ong chung

dia doanh nghiep. Ben canh do, ding can luu $r rang, nhang lgi ich kinh te ma he thOng thong tin mang lai khong chi la nhimg lgi ich co the do dem

dugc ma con c6 ca nhimg 19i ich vo hinh nhu: he tilting se gifip DN cai then

dich vu khach hang, gitip DN c6 nhfing thong tin chinh xac, ding tin cay va

day du de dua ra cac quy6t dinh kinh doanh mot cach nhanh chang, cla lieu

se dugc xu 1$r nhanh hon. Mat khac, viec danh gia nhimg lgi ich ma du an

mang lai ding can phai xem xet nhang rui ro co the gap phai. Khong nen

trien khai mot du an co mire dO riu ro cao ma lqi ich thap.

Viec xac dinh s6 tien dau tu can thiet cho du an la het suc quan trQng.

Tn.rac het can hach toan chi phi theo ke hoach thuc hien du an cu the theo

tuAn hoac theo thing va du kien .chi phi tong the cho town bO qua trinh lip

dat va van hanh he thOng.

228

Bang 5.2. Chi phi dinh cho 'Lay dtrng hg thOng

Cac hoot d9ng % tong chi phi . nh tie . A Tha n

(US Dollar)

Giai down Lap ke hoach

Lap k6' hoach 5 50.000 Mo to he th6ng 25 250.000

Giai down phat trien 14' tilting

Thiet k6 N th6ng 15 150.000 Xay dung he theing 15 150.000 Kimdinh he th6ng 13 130.000

Xay chmg tai lieu huemg dan 12 120.000

Giai down van hanh 14 thong

Gem Cai dat, Van hanh va Bao tri he th6ng 15 150.000

Total 100% 1.000.000

Trang 377, Managing Information Technology, Sixth Edition, Pearson International Edition

Mat khac, ban ke hoach can xay dung ke hoach thuc hien du an bao g6m nhiem vu, cac ngutm lac can huy dOng va khung thiri gian thuc hien. Khung then gian thuc hien chinh la dinh ra cac m6c thuc hien du an la nhi-mg thOi diem quan trQng danh dau nhitng nhiem vu dugc hoan thanh.

Buyit 2: Mo to h? thong (requirements definition)

Sau khi ban ke hoach da dugc thOng qua thi buoc tiep theo la mo to he th6ng. MOt ban mo to he th6ng day du, chinh xac se guy& dinh viec doanh nghiep xay dung dugc mot he th6ng thong tin phit hgp va co chitin lucre phat trien he th6ng dung dan. Ngtrgc lai, neu ban m8 to he th6ng thong tin ldfong chuan xac se dan den viec doanh nghiep phai be, ra rat nhieu chi phi de xay dung mOt he th6ng lchong phit hop va tham chi con phai chi nhieu han s6 tindAu to ban au de sira ai he thong.

229

Do tinh chat quan tong a buck nay ma cac chuyen gia ding nghe thong

tin an tham khao y kien cua nhcmg ngoai se sir dung he thOng va nhang

nguiyi chiu trach nhiem van hanh he thOng. Co the sir dung cac phucrng thirc da dang a lay S, tuang xay dung ban m6 to he titling dia cac ben co lien quan. Can xin y kien chi dao cua cac lanh dao, phong van tong Ca nhan hoac

theo nhom cac dai dien cua ding dOng nhang nguai se sir dung he thOng thong tin. Ngoai ra nen nghien ciru cac tai lieu co lien quan nhu cac ke

hoach kinh doanh, nhang y kien than phien ve he thOng hien tai, cac ban mo to cong viec chuyen mon dm cac bo phan, hay tham chi la cac ding trinh nghien cunt ve cac he thong tucmg tu. Nhttng nguOi thuc hien ban m8 to c6

the quan sat qua trinh tac nghiep cua cac nhan vien trong doanh nghiep tir da c6 the nam bat dugc nhung kho khan, tra ngai va cac loi thuong gap de tir d6 xay dung dugc mot he thOng se hO trg khac phuc nhang nhugc diem d6.

Ban mo to nay nen tap trung mo to cac quy trinh, cach thirc luu chuyen

va trao dOi dir lieu han la mo to ve cach thlk lap dat va van hanh he thOng

thong tin. Ban mo to can neu dugc nhang yeu cau cu the d6i vai he thOng de

nhimg nguoi chiu trach nhiem xay dung he thiing co the theo doi va thuc hien dung theo mo td. Trong qua trinh xay dung ban mo to c6 the nay sinh nlifing y kien bat dOng gifra nhang ngoai se sir dung he thOng, do d6 cac

chuyen gia can dua ra nhang phan tich cu the va chinh xac de cc!) the dat dugc su dOng thuan, ngoai ra doanh nghiep ding co the thue cac chuyen gia

tir van ben ngoai de co the nhanh chong xay dung dugc mot ban mo to he

thOng phu hop.

Ket qua cila buck nay la ban M8 to he tilting thong tin cu the bao g6m m8 to cac yeti to dau vao va dau ra cua he thOng, va cac quy trinh dugc sir dung de chuyen hea cac di"' lieu dau vao thanh nhimg ket qua theo yeu cau. Ban mo to co the day hang tram tang vai cac so dO, mo hinh mieu to chi tiet ve he thong. DOng thoi trong d6 nen dua vao phan tich chi phi ding nhu nhang ket qua du kien thu duck tir he thOng nay va ke hoach phat trien du

an tier) theo. Sau khi lap ban mo to he thOng can yeu cau nhang nguiYi se sir dung he thOng ky xac nhan ve nhung yeu eau dOi vai he thOng th6ng tin.

230

Giai doon 2: Phat train 14 thong (Construction Phase)

Mr& 3: Thiit kg he thiing (System Design)

Trong buck nay, cac chuyen gia he thong thong tin se dua tren Ban mo to he thong trong buac 2 6 thiet ke ca sa ky thuAt cho he thong. Cac chuyen gia se dua ra quyet dinh se sir dung cac thiet bi phAn ding gi va phAn mem 14 thong nao de van hanh he thong, thiet ke cAu triic va nOi dung ca sa du lieu, va quyet dinh dung cat thiet bi truyen thong nao cho he then. Nhung not dung can thiet k6 bao gem: giao dien nguari sir dung, cach thirc to chirc dir lieu, each thirc khai thac he thong qua mang, quy trinh xir ly dir lieu. Thiet ke met he thing phii harp la rat quan trong bad tinh chAt ky thuAt dia he thong khong the be sung sau nay, no phai dugc thiet ke phu hop cho he thong ngay tir ban au.

Met he thong tot la he thing co cac cong cu quan ly dAy du nham dam bao dir lieu dm he thong luon chinh xac va cac thOng tin ma 14 timing cung cAp luon chuAn xac. Ben canh di, he thong nay phai co de tin coy cao, bAt cir khi nao xay ra su c6, he thong au co the hei phuc va tiep tuc hog dOng ma khong bi mat du lieu. He thong can hog dOng lien tuc va khong bi tac di:mg bari cac thay dei nho tir mOi truemg ben ngoai. He thong ding cung cAp cho may tinh cua nhang nguad dung cac img dung lien quan de dir lieu co the dugc trao dei de dang. He thing can hoat deng hieu qua, nhanh ching dap img cac yeu cAu dugc giri den, xir ly tot va kip thad cac dir lieu dugc giri den va truyen dir lieu di, luu tit tot dir lieu va sir dung triet de cac tai nguyen tren may tinh. He thong can co tinh linh hog va day di' dir lieu de cung cAp cho nguad dung ding nhu cac chuyen vien he thong. He thong can co cac lira ch9n de dAu vao va dAu ra cua no co the tucmg thich dugc vOi phAn cung va molt truing cac phan mem img dung dm no va co the a clang thay din hay bao duong. Cuei cimg he th6ng can "than thien" voi nguari dung: a II, va sir dung.

Nham dam bao cho he thong dugc thiet k'e chinh xac va dAy du, cac chuyen gia he thong can lien tuc thin nghiem he thong truac vai cac den nghiep, sau do la cac nguari dung bang cach sir dung cac me hinh de h9a.

Ket qua co dugc a buo.c nay la met ban thiet ke chi tit de cung cap cho cac lap trinh vien va cac nhan vien ky thuAt. Ban thiet ke can dirge the hien

231

duoi nhieu gOc dO khac nhau nha dugc tao ra bai rAt nhieu cac loaf cong cu, nhu Neu di bleu thi cAu true he thong. Ban thiet ke can mieu to chi tiet cac ca sa du lieu va cac chucmg trinh img dung cho he thing. Ding thin can dua ra mOt ban ke hoach thtrc hien cac buac tiep theo trong giai clop nay. Sau do, ban thiet ka nay can dugc cac nguai dung va nhung nguai quan 1ST he thong thong qua truck khi thvc su bat tay vao xay dtmg he thong thong tin trong doanh nghiep.

Buoy 4: Xdy &pig he thong (System Building)

Tai bulk nay cac chuyen gia se thtrc hien xay dung 110 thong mOt each thtrc to dtra ten nhiing gi d'a dugc thiet ke a biz& truce. D6 la xay dtmg giao dien nguai sir dung, xay dung ca sa dor lieu, xay dtmg cac thanh phAn cua mang va viet cac chuung trinh xir ly do. lieu. Cac chuyen gia 110 thong thong tin la nhirng nguoi se chiu trach nhiem dux hien cac hoat Ong nay. Tuy nhien nguai diing cong dong vai to quan trong trong viec g6p y cho nhimg thieu sot va ho trg cac chuyen gia khi can lam ro cac y'eu cau neu ra trong ban mo to cong nhu ban thiet ke he thong.

Bwor 5: Kam dinh he thong (System Testing)

Day la btrac het size quan trong va thai gian danh cho buck nay CO the ngang bang vai thai gian dung de thiet ke va xay dung he thong. Muc dich dia buck nay la de dam bao he thong dugc tao ra phu hgp vai cac yeu cAu dugc dua ra tnror do, va xem he thong hog Ong co hieu qua khong va tinh bao mat ciia he thong co tot khong.

Tnrac hat cac chuyen vien he dicing thong tin lien hanh chay thir he thong, sau do se chay thir cho nguai dung kiem tra.

Cac chuyen vien he thong chiu trach nhiem kiem dinh he thong de dam bao tao ra mot 110 thong c6 chAt lugng cao va hoat Ong hieu qua. Quy trinh kiem dinh se la: talk tien can tin hanh ki0m tra tong phAn viec, kiem tra xem cac nhom c6 tucmg tac vai nhau khong, cu6i ding la kiem tra town bO he thong va chay thir toan bO he thong. Cac loi cita he thong c6 the dugc phat hien qua tat ca cac khau trong qua trinh chay thir. Tuy nhien viec sira chi-7a cac 181 nay se rAt khO khan & khau cu6i ding khi rAt nhieu bO phan da

232

dugc IC& not vori nhau. Do do, can danh phan lan thai gian cho viec phat hien va sira loi a khau kitm tra cuOi ding nay.

Nhang nguai sir dung he thOng ding tham gia vao hoat dOng kitm dinh he thOng. Day lA buck kitm tra cuOi cung de quytt dinh xem nguai dung c6 chip nhan he thOng khong. Nguai dung se chay thir he thOng de danh gia nang luc hoat dOng dm he thOng co dap Ong yeu cau cua ho khong. Viec nguai dung tham gia vao giai down chay thir nghiem he thOng nay se dam bao cho viec ho se chip nhan sir dung he thOng mOi va hoat dOng nay ding se cung cap cho nguai dung kiln thirc ca ban ve he thOng dat nen ming cho khau huan luyen nguai dung he thOng sau nay.

Bwerc 6: Xily dung tai lieu hufmg dim (Documentation)

TAi lieu huang din he thOng la nhimg thOng tin Wet sire can thitt nharn cung c lap cho cac thanh vien trong dOi du an trong qua trinh phat tritn he thOng boi he thong thong tin rat pht'rc tap va khong tht bitu dat htt dugc khi

mo to bang lai noi.

Giai clop 3: Lip d#t va van Minh 14 thong (Implementation Phase)

Bw4c 7: Cai dfit he thong

Cac chuyen vien he thOng va ca ngu6i dimg se cung tham gia tich cuc vao buac nay. Cac hoat dOng can thuc hien bao gem chuytn du lieu tir he thOng di sang he thOng mai. Nguoi dimg se phai tham gia vao viec chuytn dOi du lieu, ben canh do, nhung di!' lieu di co tht khong chuin xac va khong day du nen can cac nguai dimg kitm dinh lai va loai bo bat.

MOt hoat dOng khac ding rat quan trong IA t6 chirc tap huin cho nhimg nguai se sir dung he thOng mai cling nhu nhitng ngu6i se chili anh huang bei hoat dOng cua he thOng. Cac lap tap huin can dugc len lich sao cho dam bao moi ngu0i da dugc trang bi day du ky nang khi he thOng dugc dua vao van hAnh nhung cung khong nen to chirc cac lap tap huin qua sem vi nhu vay m9i nguai se quen nhung kiln thirc da dugc h9c.

Ngoai ra, cac chuyen vien he thOng se chit' tract' nhiem lip dat phan cung va cAi dat cac phan mem img dung va mang truytn thong.

233

Viec chuyen di sang he thong man se lA met qua trinh khO khan dei vari nguOi dimg bbi he thong man se lAm thay dei cac hoat deng cua doanh nghiep. Nguari dimg khong chi phai hgc each sir dung he thong mad ma con phai thay di th6i quen lam viec cita h9. Them chi cac phan mem irng dung có the rat hoan hao nhung viec van hanh he thong c6 the that bai neu nguari dimg kh8ng muen dimg he thong hoac khong biet each sir dung no nhu the nao. Vi vay qua trinh chuyen di can dugc thuc hien het sire can than.

Doanh nghiep c6 the sir dung cac chitin lugc sau de chuyen doi nguari dimg to he thong di sang sir dung he thong mai.

Chien lugc van hanh song song (Parallel Strategy): Doanh nghiep van duy tri he thong cu hoat deng song song vari he thong mad cho den khi he thong mai chay tot va di vao en dinh. Day la chitin lugc chuyen dei "than tong" bai no cho phep doanh nghiep sir dung he thong cu trong tnrong hgp he thong mei gap true frac. Tuy nhien, se rat kho quan l5r cac hoat Ong dm doanh nghiep bai nhan vien se phai ding thari sir dung ca hai he tilting va phai so sanh ket qua vai nhau de khang dinh dugc he thong mei hoat dOng tot. Hon nita, khi c6 su trai ngugc gitra ket qua cita hai he thong thi lai can phai kiem tra lai xem nguyen nhan la do dau va sira lai, vi vay, viec lien hanh sir dung hai he thong song song rat kW) khan va cang thang.

Hinh 5.5: Chien lime van hanh song song

Nguon. Trang 381, Managing Information Technology, Sixth Edition, Pearson International Edition

Chiin hrov van hanh thi diem (Pilot Strategy)

Chien lugc nay rat thich hop khi c6 the sir dung he thong mei cho met phan cua doanh nghiep. Muc dich cua chitin lugc nay IA a phat hien va giai quy6t cAng nhieu cac van a có the nay sinh trong qua trinh van hAnh he thong truOc khi sir dung he thong cho town be to chtrc. Vi du, tai nhimg

234

doanh nghiep c6 nhieu chi nhanh, thi c6 the sir dung thi diem he th6ng man tai mOt chi nhanh va thu thap cac kink nghiem trong viec chuyen di dir lieu cling nhu giai guy& cac 18i phat sinh truac khi van hanh he th6ng trong town doanh nghiep. Neu trong qua trinh van hanh thi diem N th6ng gap lOi nang thi di the tri hoan viec irng dung trong town doanh nghiep cho den khi giai quyet duorc van 6 do mOt each triet de. Chien lugc thi diem nay rat pha hop khi c6 to ngai ve nhimg rai ro 16m c6 the xay ra d6i voi t6 chirc khi van hanh i* th6ng mOi.

Hinh 5.6. Chien hrqc van hanh thi diem h§ thong m6i

Ngudn: Trang 381, Managing Information Technology, Sixth Edition, Pearson International Edition

Chian lucre b (tc thang (Phasing Strategy)

DiSi voi cac doanh nghiep co he th6ng lOn va phirc tap thi nen chuyen di N thong timg buac mOt. Doanh nghiep se chia nho he th6ng thanh cac N th6ng nh6 trong m6i tucmg quan von nhau va van hanh cac he th6ng nho theo tang buOc nhat dinh mOt cach logic de cu6i cling co the lien ket cac he th6ng nay lai voi nhau thanh mOt i* thiing moi hoan chinh. Vi du, van mOt N th6ng xir lST dan hang va quan 1St kho hang lOn thi truac het doanh nghiep can chuyen d6i cach thirc nhap va xir 1S, dan hang, sau do chuyen ai phuang that quan lS, kho hang bang cac phan mem may tinh va cuoi ding mai la lien ket hai N th6ng nay voi nhau.

Hinh 5.7. Chien hrqc Igic thang

Ngudn: Trang 382, Managing Information Technology, Sixth Edition, Pearson International Edition

235

CNA hrov thay thi toan bo (Cutover Strategy)

Trong chitin lucre nay, doanh nghiep loaf bo hoan town he thOng cu khi van hanh he thOng mai. Day la chitin lucre có tinh ruf ro cao nhAt nhung day la chitin lucre phit hop khi doanh nghiep gip kho khAn trong viec cling hie van hanh Ca hai he thOng va no ding giup doanh nghiep thich nghi vai he th6ng mai nhanh hon.

Hinh 5.8. Chien luqc thay the toin bq

Nguem: Trang 382, Managing Information Technology, Sixth Edition, Pearson International Edition

Burk 8: Vgn hanh he thOng

T4i btrac nay, thong thuang dOi du an se giai tan va trach nhiem d6i vai he th6ng thong tin se dugc chuyen giao cho dOi net van hanh may tinh va hO to ky thuat. Trong qua trinh chuyen giao nay, de dam bao có the dua he thOng vao hoat dOng thi dOi du an can giao lai cac tai lieu huong dart cho dOi net van hanh he tilting. Tai lieu huang dan bao gOm cac tai lieu ky thuat danh cho cac chuyen vien he thOng nhimg ngtrai se van hanh va bao tri he thOng va cac tai lieu danh cho nguai dung he thOng.

Burk 9: Belo tri he thong

Muc dich cua buoy nay nhim kiem soat va ho trg he thOng mai de dam bao no dap img dugc nhiing muc tieu khac nhau cua doanh nghiep. Cong viec truck tien la bao tri chinh sta. Sau khi he thOng dugc dua vao hoat dOng va phat sinh cac Van de thi phai lien hanh hoat &Ong bao tri he th6ng de sira chfra cac 18i da lchong dugc phat hien va sira chira trong giai doan chay thir. Hoat dOng bao tri hoan thien he thOng nhu thay d6i quy tic quart 1)", he thOng hay sir dung cac phAn mem va phAn cling mai can dugc thuc hien nham bien d61 he thong cho phu hop vai nhang thay dOi trong moi truang cua doanh nghiep. Ben c4nh do, sau mot thoi gian dua he th6ng vao

236

sir dung thi cac nguad dung, dac biet la lanh dao se dua ra rat nhieu y kien cai tien he thOng to nhimg thay d6i nho den yeu eau thay the cac mo-dun trong he thOng, do do cac ky thuat vien se phai bao tri de nang cap he thOng. CuOi cling la bao tri ma rOng, thay d6i he' thOng ten quy ma lan de phu hap von moi trutmg mai. Do moi trtrang kinh doanh va cong nghe thay dOi rat nhanh nen NI phan van hanh he thOng can len ke hoach dinh kS, nang cap he thOng. Chi phi danh cho cong tac duy tri he thOng thuang chiem khoang 70% ding chi phi cho town b6 chi phi phat trien 110 thOng.

De tao ra su thay d6i cho mOt he thOng thi cac chuyen vien bao tri he thOng can xac dinh chucmg trinh nao can sira dOi va phan nao trong chucmg trinh do can thay dOi va can phai hieu r8 cau trac cila he thOng thong qua cac tai lieu huang dln. Do do khi tao ra su thay doi trong he thOng thi cling can thay d6i dOng thai cac tai lieu huang dan Wang img. Neu kh8ng sira d6i tai lieu huang clan thi se clan den nhimg hau qua rat to lon do thong tin trong tai lieu bi cu va khong chinh xac se clan den nhirng chi clan sai cho cac ky thuat vien trong qua trinh van hanh va duy tri he thOng. Hon ara, khi thuc hien cac thay dOi d6i von he thOng thi co the xay ra hieu img lien hoan do la nhcmg thay d6i nay có the tao ra nhimg tac dOng khong the du tinh trirac dOi yeti mOt so phan trong he thOng.

2.1.1.2. Dank gici phwmg phap SDLC

(I) UZI diem

- Quy trinh trien khai cif) cau trim het sirc chat the tir ma to yeu cau doi von he thong, thiet ke, phat trien, kiem dinh he thOng va cuOi cling la van hanh he tilting. He thOng cac buck tri6n khai rat lb rang, cu the von viec phan deg nhiem vu rat ro rang cho cac chuyen gia cong nghe thong tin va nguai sir dung; de ra cu the cac moc hoan thanh cac nhiem vu, cac nguyen tac can tuan thu, cac yeu cau chi tiet ve ket qua se dat dugc. Do do, dOi du an co the xay dung dugc mOt he thOng thong tin hoan chinh dung thtri gian von chi phi khong vugt qua ngan sach dugc cap.

- Nguai sir dung tham gia tich cut vao qua trinh thiet ke va xay dung he tilting do de h9 se chii d6ng va de clang sir dung he thOng mai;

237

(ii) Nhuac diem

- Thai gian de trien khai du an fat dai va chi phi cho du an lam. Do vay c6 the xay ra tinh tang cac yeu cau dua ra d6i voi he th6ng a bulk mo Ca, thiet ke he th6ng khong con phil hop vai mOi truing cua doanh nghiep von luon thay doi rat nhanh chOng, trong khi cac buac phat trien he thOng luon phai thuc hien dung cac yeu cau da dugc dat ra a buck tn.rac. Neu mu6n dieu chinh cac yeu cau thi phai quay 10 cac bulk ban dau de sira dOi nen rat mat thai gian Ting nghia voi ton kem them nhieu chi phi va lien dO du an se bi charn lai.

- Tinh phu thuOc giira cac buac thuc hien du an rat cao nen neu a buck truck co su thieu chinh xac thi se clan den sai sot a cac buac sau va de sira dOi thi phai lam lai tir dau. Ngoai ra, do dp luc phai thuc hien dimg tien dO da dat ra a btrac tn.rac nen c6 the clan den tinh trong day nhanh tic dO bang cach lam cau tha; hau qua la chat luting ciza he thing se khOng duoc dam bao.

5.2.2.2. Phumg phap dui nghiem (Prototyping Methodology)

Phuong phap xay dung he th6ng thir nghiem la qua trinh xay dung mOt he thing thir nghiem that nhanh ch6ng nham me) to va danh gia he thOng de nhUng nguai sir dung c6 the xac dinh cac yeu cau cu the va chinh sira trong qua trinh sir dung he thong thir nghiem do.

Neu nhu phucmg phap SDLC rat phi' hop khi can xay dung mOt he thong lan va phirc tap thi phucmg phap thir nghiem nay lai la giai phap khi kh6 mo to ro rang, cu the chirc nang cua he th6ng hay can ngay mOt he th6ng de dimg thir nham thich nghi vai su thay dOi cua moi twang.

Cele buoy trljn khai du an he thong thong tin theo phuang phap thti

nghiem

Bwor 1: Xdc djnh cac yen au co' ban et& yeti hf thong

Cac chuyen gia ding nghe thong tin va ngutri sir dung cimg nhau xay dung cac yeu cau co ban d6i vai he th6ng: sir dung nhang dir lieu nao de nhap vao he th6ng, quy trinh xir 157 dir lieu, va cac lc& qua dat duoc. Nhung yeu cau nay chi la nhang diem chinh, la diem khai dau de xay dung he thOng chir 'thong phai la ban mo to hoan chinh he thong.

238

Bu6C trien hg th6ti thit nghiem ban dAu

& chi ra thay dot cArt thief Dirdc 3 - Sir thing h thong thug n‘ghiem

13 - u6c Danh gia he thong de ctua

.vao van hanh 13trrc 4 - cto' i he thOng

Hinh 5.9. Cac bink trien khai

Nguem: Trang 388, Managing Information Technology, Sixth Edition, Pearson International Edition

Bu or 2: Phtit trim,: hg thong tiin nghrem ban dal,

Dua teen cac yeti eau ca ban dugc at ra, cac chuyen gia se xay dung hg th6ng thir nghiOm ban du. Buac phat trien hg th6ng nay c6 the dien ra trong vai ngay hoc vai tuan thuOc vao quy mo va dO phirc tap dm hg Sau khi hoan thanh, hg th6ng thir nghiOm ban du se dugc dua vao sir dung thin nghiOm.

239

Burk 3: Sir dyng thir nghiem he theing

Trong qua trinh sir dung thir nghiem he thong, nguai sir dung can ghi lai nhang diem can be sung ciia he thong, nhimg diem hg thAy chua phu hgp va an sira dei va trao ai von cac chuyen gia ve nhimg nhAn xet nay.

Mr& 4: Chinh sira he thOng

Cac chuyen gia dua teen nhang y kien dong gop lien hanh chinh sira he thong thir nghiem. He nguai sir dung tich cuc tham gia dong g6p thi cac chuyen gia can dam bao cac yeu cau do se nhanh cheng dugc thgc hien. Voi nhang yeu eau don gian, chuyen gia co the ngay lAp tirc chinh sira hien, dei veri nhimg yeu cau phirc tap thi c6 the thgc hien trong vai ngay hoctuAn.

Buac 3 va buac 4 se dien ra lien tuc cho den khi nguai sir dung hai long vai he thong.

Buor 5: Ddnh gia he thong di duct vao vrin hdnh

Truoc khi dua he thong va sir dung an phai lien hanh danh gia tinh kha

thi cua he thong khi dua vao van hanh. Khong phai vat ca cac he thong thir

nghiem au co the dua vao van hanh. Can phai xem xet cac yeu t6 nhu chi phi van hanh va bao tri he thong, cac lqi ich cling nhu rui ro khi van hanh he

thong,... truac khi guy& dinh chinh thirc dua he thong thir nghiem vao hoat &Ong.

Buor 6: Holm thin he thong

Sau khi he thong thir nghiem dA dugc lua chgn, cac chuyen gia can tien hanh cac thay dei can thiet de nang cao hieu qua hoat dong dm he thong ding thai xay dimg cac tai lieu huang clan sir dung hO thong.

Burk 7: Chi 44 v(ln hanh va bdo tri he thong

He thong mai se dugc cai dAt va chuyen sang the de van hanh. Giai down nay c6 the lien hanh de clang bori nguai sir dung da phAn nao quen von viec hoat &Ong cua he thong.

240

fldnh gid phwang phdp the'. nghiem

(i) Liu diem

- Nguai sir dung chu dOng tham gia trong qua trinh thitt ke va phat tritn he tilting.

- Thai gian phat tritn he thtmg ngan do mirc dO v't cac yeu cau va giai phap phat tritn he th6ng thap.

- Khac phuc dugc cac van dt nay sinh doi von phucmg phap SDLC. Phuong phap nay khuytn khich dugc su tham gia tich cvc cua nguati sir dung vao qua trinh phat tritn he th6ng; nha vay ma loci 1)6 dugc nhang sai sot thitt ke va ling phi thuamg xay ra khi cac yeu cau chua dugc xac dinh mOt cach chinh xac ngay tai thai ditm ban dAu.

(ii) Nhiror diem

- Nguari sir dung co the tra nen gin b6 vai he th6ng thir nghiem va khong co mong mutin sir dung N th6ng mai vi vay c6 tilt gay ra nhang bat cap trong qua trinh van hanh he thtng

- Doi h6i cac chuyen gia cong nghe thong tin can phai CO cac ky nang dac biet. Ntu chuyen gia khong CO kinh nghiem lam viec yen nguoi sir dung thi rat kho phat trie'n he thtng.

- Kha nang hoan thanh thap, phu thuOc nhitu vac nguai sir dung.

- Kho ap dung cho cac he th6ng can tinh town nhitu va co nhitu thu tuc phirc tap.

- Kho xac dinh cach thirc xay chmg mOt he thtng lan hoic cac phan cua he th6ng. Kho kitm scat trong qua trinh phat tritn.

5.2.2.3. Plutcmg phap phat trian zing dung nhanh (Rapid Application

Development)

Day la phucmg phap ktt hgp gicra phuong phap SDLC va phuong phap thir nghiem. Muc dich cua phucmg phat nay IA xay dung dugc he thtng thong tin chi trong vOng kh6ng dtn mOt nam. Phuomg phap phat trit'n zing dung nhanh thuang c6 dac ditm giong phucmg phap thir nghiem nhitu hcm, do la tao ra mOt he th6ng rieng biet, do do su phu thuOc lan nhau gifra cac he thtng khong can dugc xem xet.

241

Cac bizac trien khai he thong thong tin theo phuang pluip ph& trien

zing dung nhanh

Hinh 5.10. Cac buirc trien khai theo phirang phitp phat trien vng ding nhanh

Ngu an: Trang 391, Managing Information Technology, Sixth Edition, Pearson International Edition

Bit& 1: LOp ke hogch

Budfc lAp ke hoach nay duqc thoc hien tuang to nhu cac giai doan lap ke hoach trong phuang phap SDLC nhung dan gian hon va thoc hien trong thoi gian ngan horn.

Burk 2: That ke hg thong

De thiet ke hg tilting thong tin, dOi do an se tien hanh t6 chirc cac cuOc hop de nguisi dung va cac chuyen gia cimg nhau trao dOi y kien. DOng tigyi cac cac cong co phAn mem to dOng ding duac sir dung de thitc dAy tien dQ cong viec. Cac cuOc hop thuang dien ra a cac dja diem xa noi lam viec cua

242

nhQng nguori tham du a moi ngu6i co tht tap trung hoan toan vao ding vitc. Cac cuOc hop nay can dat dirge su ding thua'n gala nhimg ngu6i tham gia. Dt cac cuOc hop clan ra mOt cach nhanh chong va hitt' qua can m6t ngu6i chit tri gi6i. D6 phai la nguoi khong chi am hitu vt phan tich 116 th6ng ma con phai c6 ky nang quan 1S/, ditu hanh nh6m lam vitc dt co tht h6a giai cac mau thuan va huang moi nguei tap trung vao thitt kt he thOng. Ngoai ra, cac phan m'em ho trg cac tac vu ding can dua vao sir dung m6t cach hitu qua.

Bulk 3: Phdt triln he thjng

Dua tren cac yeu cau dugc dat ra b btx6c 2, cac phan mtm img dung se dugc sir dung dt phat tritn 116 th6ng. Sau khi dirge hoan thanh, cac nhan vien kinh doanh se giiip kitm tra thitt ke giao din va cac thitt ke khac. Ntu c6 yeu eau sira d6i gi thi se tip tuc sir dung cac phan mtm ho trg dt chinh sira va 10 yeu cau cac nhan vien kinh doanh kitm tra nhu tren. Quy trinh nay dien ra lien tuc cho den khi xay dung dugc he th6ng dap img yeu cau cilia ngtroi dimg.

Buhr 4: qui hanh thong

Phircmg phap nay sir dung chitin lugc thay di toin bq he th6ng cu bang he th6ng moi. Do dO, khau kitm dinh he th6ng can tranh thit thvc hitn cling litc vei cong tac huan luytn nguon dimg va cac ding tac chuan bi khic cita doanh nghitp Bang dugc hoan tat. Cac mtic thuc hitn va ra soat 10 du an gi6ng nhu trong phuang phap SDLC ding dugc chit tong trong phtrang phap nay. Tuy nhien CO mOt sit khac Mk la sau khi nhung ngutri sir dung da 14 chap nhan ban thiet kt 116 th6ng, ho van tich cur tham gia vao giai clop phat tritn he th6ng va van co guy& dua ra cac yeu cau b6 sung ye vitc thay d6i thitt kt cita he th6ng.

Ddnh gid phtrong phdp phdt trien ling dyng nhanh

(i) Liu diim

- Phtrcrng phip nay phit hqp vori cac t6 chirc chiu tic Ong cita moi truing thay dOi nhanh va lien tuc. Phuang phap nay doi h6i chi phi thip

243

nhat do de xay dung du an chi can dOi du an nho gon va thai gian trien khai du an ngan. Ngoai ra viec tang cuimg sir dung cac phan mem ho tra cling giup tang t6c dO trien khai du an mOt cach clang ke.

- Phuang phap nay rat linh hoat, cho phep thuc hien nhttng thay d6i dOi yeti thiet ke du an mOt cach nhanh chOng theo yOu cau cua ngu6i dung.

(ii) Nhitoc di'jm

- Chat luong dm he th6ng khong dam bao do thai gian trien khai rat ngan.

- Phu thuc nhieu vao nguai sir dung nen neu nguai sir dung khong tham gia tich cuc vao qua trinh trien khi thi du an kho hoan thanh.

5.2.3. Quy trinh mua vd trien khai phan mem thurmg mgi den ti

Doanh nghiep thut hien mua he th6ng ben ngoai khi:

- Doanh nghiep bi giii han ve ca hOi de khac biet hia cac hoat dOng dich vu cita no nh6 he thong thong tin.

- Viec ngung tee dich vu he thong thong tin khong anh huang nhieu den cac hoat &Ong cua doanh nghiep.

- Viec sir dung ngu6n luc ben ngoai khong tuck mat cac bi guy& ky thuat quan tong can cho phat trien he thing thOng tin trong tucmg lai cua doanh nghiep.

- Kha nang cita he thong thong tin hien co cua doanh nghiep bi han che, khong co hieu qua va yeu kern v'e mat ky thuat.

5.2.3.1. Ccic &roc doanh nghiep can trien khai

Cac btr6c doanh nghiep can thuc hien de mua ngoai he thing thong tin thuong Om 3 buck: Lap ke hoach, Phat trien he thOng va lap dat he thong.

Giai dogn 1: Velp ke hogch (Definition Phase)

Tucmg to nhu bu6c lap Ice hoach trong mO hinh SDLC, doanh nghiep can xac dinh cac muc tieu, yeu cAu cu the dei vOi he th6ng. Ding thei, dua tren cac yeu cAu do a xac dinh cac nha cung cap tiem nang va cac giai phap, sau do se Wen hanh thu thap cac thOng tin can thiet de co the dua ra

244

danh gia chinh xac. Giai down nay cling trai qua 7 buac, trong do hai buac dau tuang to nhu cac buac trong mo hinh SDLC, nhung 5 buac tier) theo co nhimg khac biet de phil hop vai viec thvc hien mua sam cac he thOng.

Buoy 1: Lap lci hoach (Feasibility Analysis)

Trong buck dau tien nay doanh nghiep can xac dinh cu the he th6ng thong tin can dugc xay dkrng. Ba n6i dung can de cap den IA pham vi cua he thOng, lgi ich kinh to ma he th6ng se mang lai va ke hoach van hanh. Ben canh do, can xac dinh tinh kha thi cua viec mua he thOng, dieu tra thi twang ve san pham va kha nang nha cung cap tiem nang.

Buoy 2: MO to he thong

De có the dat mua dugc he thOng phii hop vai yeu eau cua doanh nghiep thi nguei mua can dua ra dugc cac yeu cau cu the vi chinh xac vi vay day IA buac rat quan trong. Neu doanh nghiep chi dua ra cac yeu cau chung thi ngutri cung cap khO nam het dugc muc dich cua nguai mua va clan den viec kh6ng dap ling &mg nhu cau cua doanh nghiep va he thong khong thgc str phit hgp vai doanh nghiep.

Bin mo ta can neu dugc nhltng you dm cu the ve cac vai tro cua he th6ng a mirc d6 co the sir dung ban m6 ta nay de dua ra bin hei.hAng (RFP-Request for Proposal) chinh xac, day du de cung cap cho cac nha cung cap tiem nang.

Buoy 3: Lap danh sach cac san phOm phit h9p

Trong buac nay, doanh nghiep sir dung cac m6 to ve he thOng 6 buac 2 de loai be, bat cac san pham tiem nang a buac 1. Ben canh do can xem xet rang lkrc cua cac nha cung cap vi loai bat cac nha cung cap da timg co van de truc tr.& vai Idiach hang truac do. Doanh nghiep CO the thue cac chuyen gia trong nginh cua minh de to van nharn chon lkra ra dugc cac nha cung cap co du nang birc cung cap he th6ng phi hap vai dieu kien cua doanh nghiep.

Buck 4: Xdy dung cac tieu chi Ala chpn

Trong busk nay cac thinh vien cua d6i dkr an can dua ra cac tieu chi Ikra chgn cu the ve d4c tinh cua he thOng cling nhu nhimg tieu chi d6i vai cac

245

nha cung cap de lya chgn dugc he thOng hgp nhat. DOi dy an can xac dinh nhOng tieu chi nao la bat buOc va nhang tieu chi nao c6 the linh hoat.

D6i vai nha cung cap, cac tieu chi bat buOc c6 the bao

- Nha cung cap' d6 da co bao nhieu nam kinh nghiem trong linh vyc nay;

- Quy mo cua nha cung cap, doanh nghiep cua hg co bao nhieu nhan vien, trong do co bao &lieu chuyen gia trong linh vyc nay;

- Xem xet ban bao chinh cua doanh nghiep trong 5 nam nhat;

- Cac mat hang chinh, doanh thu hang nam cua cac mat hang do;

- Try s6 va chi nhanh cua cong ty cung nhu dia chi cila bO phan hO trg khach hang;

- Cac hinh thirc va mirc dO ho trg khach hang tnr6c, trong va sau khi mua hang;

DOi vai he thong, cac tieu chi bat buec bao

- Chirc nang cua gOi he th6ng: he th6ng can c6 the thyc hien da chirc nang va de dang dieu chinh de phi' hgp that vai khach hang.

- Cac yeu cau ve ky thuat bao gom cac tieu chi mi vai p. pan cling va he thong cac phan mem a trien khai he thOng va cac yeu cau co s6 dit lieu can thiet. Cling can dua ra cac yeu cau ve loai hinh, s6 lugicg va nei dung cua cac tai lieu huong clan lien quan den phan cung va phan mem dm goi he th6ng a sir dung trong qua trinh lip dat, van hanh, bao tri ding nhu de huan luyen nguei dung.

&roc 5: Xdy dwng ban mai thdu (RFP)

Day la van ban dugc sir dung de giri den cac nha cung cap tiem nang yeu cau hQ dua ra cac ban chao hang trong d6 mo to chi tiet goi san pharn cta hQ cling nhu giai thich san pham cua h9 phi hgp vo7 cac yeu cau do doanh nghiep dua ra nhu the nao.

DOi du an Oa tren cac tieu chi da dugc xac dinh a tren de xay dyng RFP. Ban RFP gitip cac nha cung cap nam dugc myc tieu xay dyng he thong cling nhu cac yeu cau dat ra dOi voi he thong; mo to ve gia cua goi he thing cling nhu cac phi phi lien quan den cong tac tap huan va to van, dac diem cua doanh nghiep sir ding he thOng, cac tieu chi danh gia ban chao hang va

246

cac diEu kien de du thau. Buerc 5 ket thilc khi ban mai thau nay dugc hoan tat va gun dEn cac nha cung cap.

Bic& 6: Danh gici cac ho sa du thdu va Iva ch9n goi san phdm phit h9p nhcit

D'O du an danh gia cac hO sa du thau dip ten muc tieu cua doanh nghiep dal ra d6i von he thOng va cac tieu chi cu thE da dugc xac dinh. Ben canh do, doanh nghiep ding can yeu cau cung cap cac ban thir nghiem de cai cut dung thir. Ngoai ra, ding can tin hanh khao sat Sr kin cua nguili dung a cac cung ty da triEn khai g6i he thOng. Nha cung cap c6 nghla vu cung cap cho doanh nghiep cac tai lieu tham khao dung nay Oa tren chinh nhting yeu cau cua doanh nghiep: vi du phai cung cap thong tin tham khao cua nhi -mg doanh nghiep c6 cung quy mo, nganh nghe, co vi tri dia ly gun nhau...

Day IA khau rat quan tong quyEt dinh su thanh c8ng cua he thOng, vi vAy, dOi du an can danh nhiEu thai gian va nhan luc vao khau nay a co nhimg danh gia chinh xac nhat, dua ra lua chon cu6i ding ye he th6ng se mua de triEn khai tai doanh nghiep minh.

Buck 7: Dam phan 14'2 ky kit hqp citing

Sau khi lua chgn dugc nha cung cap va gOi san pham phu hop thi dOi du an tin hanh dam phan von nha cung cap de tim ra ckh thirc giam thiEu nhimg khac biet gifra yeu cau cua doanh nghiep va he thOng va kha nang dap Ung cua g6i he thOng cua nha cung cap.

NOi dung cua hap &Ong bao gOm: diEu khoan gia ca, s6 Bang ky, diEu khoan thanh town, m8 to chirc nang cua he thOng, quy trinh nghiem thu he thOng, quy trinh chuyEn giao he thong, nghia vu sira chira va bao tri he thOng, diEu khoan giai quytt tranh chap, cac van ban can chuyEn giao. MOt diet' khoan nua rat quan tang la nglila vu cua nothi ban gill') ngu&i mua nang cap he thong trong tucmg lai.

B. Giai dogn 2: My d(rng he thong (Construction Phase)

Trong phuong phap SDLC, giai down nay bao gOm 3 buesc: thiet ke he thong, xay dung he thOng va kitm dinh he thing. Khi doanh nghiep tin hanh mua gal he thOng thi viec thuc hien 2 busk dau hay khong phu thuOc vao gOi he thOng dugc mua co can chinh sira hay khong.

247

Truing hop goi he thong mua ve khong can chinh sira thi doanh nghiep c6 the ngay lap tirc trien khai kiem dinh he thong. Viec chay thir nghiem nham dam bao he then phu hop voi hoat &Ong cua doanh nghiep va nguai dimg c6 the su dung thuan lien. Nha cung cap se co nglifa vu chuyen giao cac tai lieu huong clan sir dung cho nguoi dung va tai lieu ky thuat cho nhang ngu6i tien hanh lap dat he thong.

Truing hop gad he thong can thuc hien met se thay del cho phu hgp veri yeu cau cua doanh nghiep. Trong timing hop nay, doanh nghiep c6 the co met se lua chin de thuc hien nhang thay dei do, bao gem: 14 hop deng voi chinh nha cung cap, 14 him ding vii met ben thu ba, hoac sira dei he thong dua vao chinh nguen luc trong doanh nghiep.

C. Giai dogn 3: Giai dogn hip dill viz v(in Huth he thtmg (Implementation Phase)

Cac busk trong giai doan 3 nay hoan toan tucmg to nhu giai doan 3 trong phucmg phap SDLC.

Burk 1: Lip cilt he thong

Trong bu6c nay nhfing hoat &Ong can thuc hien bao gem: len ke hoach lap at he thing, ra soat va loai be nItimg cla lieu Idling phit hgp, chuyen dOi sang sir dung he thong va gip ban cho nguoi dimg sir dung he thong. Met y6u t6 het sirc quan trong quyet (firth su thanh cling cita quy trinh lap at he thong la su ho trg tir phia nha cung cap.

Viec lap dat va sir dung 14 thong mei co the clan den nhting thay dei rat 16n trong cach thirc lam viec cua doanh nghiep, do do doanh nghiep co the thue cac chuyen gia quan ly su thay d6i de ho trq cho h9 giai quyet nhcmg phin img fieu cut tir phia nguoi dung khi he' thong mei dugc dua vao sir dung.

Buoy 2: V(in hiznh he thing

Nham dam bao cho he thong van hanh tot ngay tir nhang ngay dau tien thi doanh nghiep can gia mei lien he lien tic va mat thiet v6i nha cung cap de co the !than dugc hO trg ttic thi cita h9 trong tieing hQp xay ra su co.

Buck 3: ado tri he thong

Nha cung cap se chiu trach nhiem bao tri he thong cho doanh nghiep.

248

Doanh nghiep nen quy dinh ngbia vu nay cita nha cung cap trong hgp d6ng gicra hai ben, nhu vay doanh nghiep se tranh dugc nhfing chi phi khong can thiet trong su6t qua trinh sir dung he thOng.

Liu diem va nhuov die'm cilia phumg phap mua he thing

(i) ZIu diem

- Phucmg phap mua he thOng giup doanh nghiep tiet kiem dang ke thoi gian so vai phuang phap doanh nghiep to phat trien he thOng, mac du thOi gian de có the dua mot he thOng vao van hanh cling Ice° dai tir vai thong den vai nam tuy vao quy mo cua h0 thOng.

- Doanh nghiep co the sir dung phucmg phap nay khi ngutm kinh phi danh cho he thong bi han che.

Bing 5.3. So sinh chi phi gifta phtrung phip tg xay dung hg thOng va phyong phip mua hg thOng

Dan vi: US Dollar

Cic giai do#n Chi phi ter lay dtrng

h? thOng Chi phi mua

14 thOng

Giai doon 1(tp ke hottch

Lap ke hoach 50.000 50.000

MO to he thOng 250.000 200.000

Giai dokm xay dm HT

Thiel ke he thOng 150.000 -

Xay dung he thOng 150.000 -

Chay thir he thOng 130.000 100.000

Tai lieu huOng dart 120.000 25.000

Giai down lop d4t va van hinh HT 150.000 275.000

Wong cong 1.000.000 650.000

Nguin: Trang 391, Managing Information Technology, Sixth Edition, Pearson International Edition

249

Mua he thOng ben ngoai gitip doanh nghiep tiet kiem duqc cac chuyen gia he thOng cua doanh nghiep se c6 the danh thiyi gian nghien ciru va phat then cac irng dung quan trong cho rieng doanh nghiep nham tao nen lgi the earth tranh cho doanh nghiep.

Chat Wong he thOng tot hcm do he tilling nay &roc phat then ben doanh nghiep chuyen hoat di:mg trong link vvc thiet ke he thOng, ho se danh nhieu thai gian va tap hop duor d8i ngu cac chuyen gia gioi tham gia vao qua trinh thiet ke. Ngoai ra, he thOng cua doanh nghiep se lien tvc ducfc nang cap theo nhang thay dOi ve cong nghe dien ra het sire nhanh chong.

(ii) Nhuvr di'jm

Do khong to thiet ke ra 116 thOng nen trong qua trinh van hanh doanh nghiep de rai vao tang thai bi dOng do kh6ng hieu het ve 116 thOng. De tranh truang hop nay can thvc hien tap huan ky cang cho cac chuyen gia he thong cua doanh nghiep va nhan vien, do do se lam tang chi phi lap dat he th6ng. Ben canh do, do khong hieu het ve he thOng nen trong qua trinh van hanh doanh nghiep co the khong sir dung het nhfing tinh nang cua he thong.

Phucmg phap nay cong ton tai cac nhuoc diem d6 la doanh nghiep mat di sv to chir, mat kha nang kiem soat; bdt on v6 an toan thong tin, thong tin cira doanh nghiep rat a bi ro ri ra ngoai; doanh nghiep phai phv thu8c vao cong ty cung cap dich vv ben ngoai trong qua trinh van hanh va bao tri he thOng. Nguy co se xay ra khi nha cung cap bi pha san hoac nha cung cap kh8ng dap img dAy du cac yeu cau cua doanh nghiep.

5.2.4. K9 Wing qui'm ly der an thwang mgi dien tir' trong doanh nghiep

Quan ly du an la tap hop cac ky thuat de quan ly va dieu hanh cac hoat Ong de dat duoc mvc dich cu the. Quan 1S, du an bao g6m cac tieu chi ve chi phi, thai gian va dux hien. Gan day cac doanh nghiep thutmg xir dung cac phAn mem quan ly du an nhu Microsoft Project hoac Primavera Project Planner yen cac cong cu co san gitip quan ly nguOn hit va th•M gian. Cac phAn mem nay co the tao cac bang bieu de cho biet nhu: phAn nao cua du an can trien khai senn, phAn nao co the hoan lai ma khOng anh huang den tien d8 du an va can b6 sung nhan su vao phAn nao a thirc day du an.

250

Vi thucmg mai dien to lien quan den nhieu linh vuc chirc nang, can phai chi dinh mOt nhOm nhan vien tit cac linh vue khac nhau ding hap tac nhu mkt nh6m da chirc nang.

+ Met nha quan ly du an can phai c6 tham quyen va trach nhiem chi dao va lip dat website va cac phAn mem.

+ Mtn phong se bi anh huOng bon viec tao ra cac *rig dung thucmg mai dien tir can phai chi dinh mot thanh vien chiu trach nhiem truac nh6m nay.

+ Can phai cung cap cho cac thanh vien nhom du an trach nhiem va tham quyen ra guy& dinh.

+ Nh6m nay can phai phat trien ke hoach du an toan dien yeti cac muc tieu, ngay thang r6 rang va nh'img ngutri dugc giao cho timg nhiem vu cu the.

De tao ra mot trang web thuong mai dien tir hieu qua, se phai xac dinh mOt ngutri chinh lam quan ly du an. Quan ly du an can CO tham quyen va trach nhiem de c6 the nhan cac ngu6n luc de tao ra mgt dich vu thuong mai dien tir thanh ding. Quan ly du an can c6 hieu biet ve cac chinh sach, san pham va khach hang cila cong ty. H9 phai CO nhan thirc r6 rang ve viec thuong mai dien tir c6 the lam dugc gi cho cong ly. Can ky rang can thiet cho viec quan ly du an thanh cong bao g6'm kha nAng sip xep uu tien, lam viec von cac nhan vien, kha nang lanh dao m9i nguicri, dat cac muc tieu va phuang huang, xac dinh cac vAn de tram khi chimg xuat hien va lam viec trong pham vi he thOng. Xac dinh nhiing ngu6i tir cac to chirc chirc nang khac nhau de dua vao nh6m du an thuong mai dien tir. H9 phai dugc trao tham quyen ra quyet dinh cho cac phong ma h9 dai dien. Cac phong c6 dai dien CO kha nang la tai chinh, dich vu thong tin, thi truing va kinh doanh (MARCOM), marketing, khai thac va ban hang. Quan ly du an chiu trach nhiem lap ke hoach kinh doanh. Cac thanh vien cua nhOm dai dien cho cac bO phan chiu trach nhiem ve viec phat trien cong viec cua minh. HQ can phai cung cap cho quan ly du an lich trinh cua minh lien quan den viec thuc hien timg nhiem vu. Truang nh6m se phai tao ra met lich trinh da dugc lien IA, xac dinh timg nhiem vu thin gian tieu hao cho timg cong viec, cac dieu 'den tien quyet, va thanh vien nhom/phong phu trach timg nhiem vu. Nh6m se chiu trach nhiem quan 1S, va tao ra met he thong thucmg mai dien

251

Cac cong ty lan thuerng c6 nhieu dp an CNTT trien khai cong met lfic, met s6 trong d6 c6 the la dp an TMDT. Met s6 giam d6c CNTT (CIO) cita cac cong ty lon dung 1(57" thuat quan 15, danh mpc dp an trong cac viec nay. Quan 1Sr danh mpc dp an la ky thuat giam sat mOi dtr an nhu met khoan dau to trong danh mpc tai chinh. Cac CIO ghi lai cac dp an vao danh sach (thuang sir dung cac trang excel hoc phAn mem quan 15, dir lieu) va cap nhat danh sach nay thueing xuyen ve tinh tang dm mOi dp an.

De c6 dugc nhimg sang kien trong linh vpc TMDT, doanh nghiep can co sp try gitip cua cac thanh vien chu ch6t. Nhttng nhan vat nay c6 the giai dap nhieu cau heti va ho trg cho ke hoach TMDT caa phat trien thinh cong.

53. ling dung cong ngh0 thong tin via cyan trj quan hg Mach hing

5.3.1. Timg quan vex CRM

5.3.1.1. Kluii niem chung ve CRM

Khai them Quan tri quan he khach hang (CRM - Customer Relationship Management) xuit hien cong vai khai niem marketing tir dau nhfkng nam 1990 va nhanh chOng tra thanh met nghiep vu quan tong trong kinh doanh, dac biet khi cac img dung cong nghe thong tin gillp tang cuerng tOc de, hieu qua cila hoat Ong quan tri quan he khach hang.

CRM la tong th6 cac hoat Ong cita doanh nghiep lien quan den khach hang nhim nhan ra cac khach hang tiem nang, bien h9 thanh khach hang thpc sp, xay dung, duy tri, ding c6 va phat trien mOi quan he vai nhang khach hang nay (theo nguyen tic: gianh dugc lchich hang da kh6, gift dugc khach hang con kh6 horn nhieu lAn). Teen g6c de tac nghiep, CRM cong dugc hieu la met he thong tong hgp nhieu ky- thuat tir nghien ciru khach hang, phan tich hanh vi khach hang, chia down thi truerng, lira ch9n thi truerng muc tieu, Binh vi sin pham den ban hang, dich vu khach hang.

CRM la chien lugc kinh doanh huong tai viec 1pa ch9n va quan ly khach hang nhim t6i tru hoa gia tri dai han. CRM la sp van dpng triet 1S, va van h6a kinh doanh hu6ng tai khach hang de trien khai cac hoat Ong marketing, ban hang va dich vu khach hang hieu qua (Nguent: Turban, Ecommerce 2006, tr. 549).

252

Tien than cua CRM la He thing Tu dOng hoa Ban hang (SFA - Sales Force Automation). SFA nham tong h9p va cung cap thong tin cho luc luting ban hang tir tat ca cac nguin khac trong cong ty. Sau nay, SFA phat trien len thanh CRM, thuc to la mOt tap licrp cac module cong cu quan ly khach hang, ming cot dm he thing nay la CSDL ve khach hang do cac b0 phan thu thap duac. Ky thuat co ban cua CRM la img dun cong nghe thong tin vao phan tich dir lieu ve khach hang (data mining) va dua ra cac bao cao lien quan den quan ly khach hang cho nhieu dii tuang khac nhau trong t6 chirc.

Muc dich cua CRM la t6i uu hoa qua trinh cap nhat, quan ly , khai thac va cung cap thong tin v'e khach hang cho tat ca cac be? phan trong cong ty, tir do cho phep ding ty thiet lap va duy tri quan he vai khach hang hieu qua hon.

CRM gom cac muc dich cu the nhu sau:

• Dii vai b0 phan ban hang: Rift ngan chu kSt ban hang, nang cao doanh thu trong binh cua tang than vien, nang cao gia tri trung binh don hang va doanh thu trung binh theo khach hang.

• Dii vai b0 phan tiep thi: Nang cao tS, s6 phan hii cua cac chitin dich tiep thi, giam chi phi lien quan den viec tim ra doi tugng tiem nang va bien h9 thanh khach hang.

• Dii yen b0 phan cham sac khach hang: Nang cao nang suat phuc vu khach hang dm tong rthan vien, nang cao he so thia man ding thai giam thai gian phan hii va thoi gian giai guy& moi yeu cAu tir khach hang.

MOt he thing CRM t6t the hien 6 mire d'6 thuan tien de khach hang trao ai thong tin vai cong ty: theo cac cach khach hang yeu cau, vao bat 1(5/ thai gian, dia diem nao, th8ng qua cac kenh thong tin va cac nem ngir khac nhau.

Tren thuc t6, nhung yeu cau cua khach hang c6 khi rat phirc tap, doi hoi su phii h9p ding b0 trong he thing th8ng tin trong cac cong ty, CO the nhung thong tin khach hang yeu cau phai di qua nhieu b0 phan chirc nang a xir 1S, tir san pharn, dich vu den h6 try khach hang nhu bao hEnh, sera chira... MOt he thing CRM t6t cho phep xir ly cac thong tin khach hang yeu cAu nhanh nhat va luon tao duac cam giac dang giao tiep yen mOt thuc the duy nhat va nhan ducfc su cham sac mang tinh ca rthan.

Triet ly kinh doanh dua ten quan he khach hang Ichong con mai nira, m9i nguen deu thira nhan mOt cach 1.0 rang ve cach doanh nghiep cu xir vai

253

• Rau bait vi marketing • BAD( • VI tri cua 661 thd cqnh tranh • RFM • 36 lin khich hang quay lqi

• Chi ph( 64 161 kW khich hang

• Ty lb khich hang quay I;l v61 Ong ty

khach hang se guy& dinh tai lgi ich ma doanh nghiep nhan duqc trong tuong lai. Voi su phO cap cita Internet va web, khach hang ngay nay có the biet dirge nhimg gia tri va lgi ich tot hart tar d6i thin canh tranh va h9 cling biet chinh xac nhimg 191i ich h9 dang nhan dtroc tar doanh nghiep. Do do, mitt dO hai long cita khach hang phAn nao quyet dinh str thanh bai cilia doanh nghiep.

1-11nh 5.11. Ma hinh quan h'0 khich hang

Chan Ingchand • Chan lime tureong MI khich twang Uri

i

• Gil trl cda terng host Ong

'Chain smyc u

Irc u chink

hang Ii{ankh hang

• Xiy Mpg cac Minh ()hen phis' • Quin 19 phin don thf trutmg

(DTS) • Quin 19 Ong dfrl sin phAm

(DTC) • Qui trinh marketing tich hqp

inni tIni • Ddiu dk chuk sung iing

Quan hrH khich hang

duvcdilu tilt

Kink nghiem efla Mulch hang (Wye chic st trong t6 chic vi chu6i cung drug

• Bich vy khich hang

• Cross-Sell

• Up-Sell

4

nitre hiCn

• Bin hing

Phan tich MOc WI) • Web Site

• Call Center

► Kam soft

E••—••-iLen kg hoych

Ngujn: Levin.S, Selling Smart, 1998, America Network

MOc du, cac nha phan tich thj trutmg van con china thOng nhAt ve dinh nghia chinh xac cita CRM nhung tat ea deu thlra nhan mOt thuc to la cac cling ty dA va dang dAu to hang ti do la vao cac giai phap CRM de co the gain 1Sr khach hang yeti hieu qua cao nhAt. Co the dinh nghia mOt each co ban nhAt ve CRM nhu sau: "Quan tr1 quan he. khach hang (CRM) la cac hog dOng cua doanh nghiep nhim Iva ch9n, xay dung va quitn li nhOng m6i quan hg khich hang co gia tri nhAt nham d4t dtroc cac muc dich cita doanh nghiep".

254

CRM chinh la met nghe thuAt - nghe thuAt trong viec quan tri quan he khach hang. CRM duqc the hien qua hai khia canh, thir 'that va cling quan tang nhAt la nhan thirc trong nei be doanh nghiep va thir hai la hanh d'Ong d6i von khach hang.

6 khia canh thir nhAt CRM duqc hieu la met chitin luqc tiep can nham dam bao rang mei ngoai trong doanh nghiep, khong chi chit doanh nghiep hay nhan vien ban hang, SI thirc duqc met cach sau sac tam quan tang cita khach hang. Phtrcmg cham "c6 cang nhieu khach hang cang tot" can phai duqc quan triet thay cho "ban cang nhieu cang t6t". Chinh vi vAy, mOi nhan vien a bAt kS, be phAn nao cite doanh nghiep, trvc tiep (marketing, sales...) hay gian tiep lien quan den khach hang (ke toan, kho van, le tan...) deu phai luon nhAn thirc rang minh dang tham gia vao CRM. Tir do mai hanh deng, loci not deu phai huang den tao cho khach hang cam giac than thien, tin cAy, thoai

duqc quan tam. Tat nhien, se khong co ducrc thanh deg neu nhang cach the hien do khong xuAt phat tir tiem thirc cala mei nguari. Chang han khach hang se they cam thong van met loci xin loi va de nghi dcri trong met khoang thari gian nhAt dinh vi giao hang muon van l5r do ket xe han la met lei not d6i rang nhan vien giao hang sap den nhung kS, thuc anh to chua ra khoi Citing ty. Tam lai, de khari &Au met mOi quan he t6t dep, dau ti'en va tren het van phai xuAt phat tir su trung thuc va Chan thanh, su tin Wong va hieu bier lan nhau.

Khia canh thir hai la nhang hoat deng huarng ra ben ngoai, huang tai khach hang. CRM can chit tang met s6 van de sau day:

Xac dinh dimg khach hang myc tieu cita doanh nghiep. Xay dung ca sb di: lieu (Database) ve khich hang trung thanh va phan loai theo cac tieu chi khic nhau. Vi dy khach hang la t6 chirc hay ca nhan, trong nuatc hay nuarc ngoai, ac diem, mirc tieu that hang h6a.... Ca sa du lieu nay rat quan tang trong viec phyc vu khach hang sau nay, dam bao nang cao chAt luqng dich vi. Vi du khi khach hang ten A gpi den d4t phong, doanh nghiep co the bier ngay khach hang nay se d4t loai phong gi de co the Chao hang cho phis harp, ba B gad den thanh town thi co the biet ngay loai the tin ding ma IA hay sir dung, th4m chi la Ca s6 the.

Xay dung chuAn dich vy Chung cho doanh nghiep va cac chuan dich vu ctt the vari timg khach hang. Thuc hien ditng cac chuan dich vu da cam ket. Neu vi bat 14 Vr do gi ma met trong cac chart dich vet dft cam ket bi tri

255

hoan hay khong thuc hien duac thi ngay lap tuc phai xin loi va thong bao ngay cho khach hang dtng thai de xuat phucmg an khac phuc kip thoi.

Co chinh sach khach hang rieng voi nhung khach hang thuong xuyen va trung thanh (khuytn mai, giam gia, tang qua, hoa h6ng, chit khau thanh toan...). Lam tot cong tac "chain soc khach hang". Throng xuyen lien 116 nam bat, cap nhat nhang thong tin v't khach hang, nhung bien dOng trong nhu cau cim khach hang, dua ra nhimg de nghi, chao mei phil hap.

5.3.1.2. Vai tro cfia CRM va phein mem CRM

Cac chuang trinh CRM truytn th6ng nham vao mOt s6 mgc tieu:

- Tang cuing long trung thanh cua khach hang: cac chucmg trinh dopy t6 chirc thui:mg xuyen de duy tri va tang cubing long trung thanh cua khach hang. Vi du: cac chuang trinh tich luy ditm cim khdch hang do cac hang hang khong thuc hitn.

- Thu but khach hang titm nang: cac chuang trinh khuyan mai nham thu but cac khach hang moi. Vi dg: cac chucmg trinh mien phi dang ky, cai dat dich vu Internet ADSL.

- Cac chuang trinh duy tri khach hang: tang lucmg, thuong de duy tri dOi ngu nhan vien chu chot cua ding ty.

- Cross-sell/Up-sell: chao ban cac san pham b6 sung (cross-sell) hoac cac san pham nang cap (up-sell) ma khach hang c6 nhu eau, voi Inge dich tang su hai long dm khach hang va doanh thu cua doanh nghitp. Vi dg: mua qua ttt tang them nrau, so c8 la.

CRM khong phai chi la mOt phan mtm hay he thong phan m'tm. D6 tritn khai CRM can co kin thirc quan tri quan he khach hang truyan th6ng trong doanh nghitp, kin thirc marketing va nhfing doi hoi v't phan ding con nguoi va quy trinh quan 15r, kinh doanh.

Quan tri quan he khach hang thanh cong khong nhat thitt phai &au to qua nhitu vao cong nght, mot doanh nghiep vii chit doanh nghitp va dQi ngil than vien lam viec rat can man d6 cung cap nhung dich vg ca nhan c6 chat Luang cao, xay dung long trung thanh cua khach hang la ditu kitn can c/6 thanh ding; ben canh d6 phan mtm giup cac doanh nghitp thuc hitn nhimg hoat &Ong nay hitt' qua hon.

256

MOt cau hoi &at ra la tai sao trong the giOi kinh doanh hien nay CRM lai c6 the tit( thanh mOt firth vvc doi hoi dau to hang ti USD. Co nhieu nguyen nhan, trong d6 di the ke den to do hoa kinh to tren toan eau, nang lvc san xuat nang cao, canh tranh ngay cang kh6c liet... tat ca au gap phan day khach hang len vi tri hang dau, c6 kha nang quyet dinh sv song con dm nhieu doanh nghiep. Trong khi, nang lvc canh tranh cita san pham dva tren ding nghe ngay cang nhanh chong bi ai thit dui kip, cac yeu t6 khac de xay dung nang lvc canh tranh nhu phan ph6i, gia, quang ba ding lan lugt bi d6i thu bat chugc. Quan he giaa doanh nghiep vgi khach hang clan Mn chiem vi tri quan trong nit& vi day la yeu t6 ma cac d6i thii kho c6 the chiem 11 h dugc, han naa viec xay dtmg quan he vai khach hang doi hoi mOt qua trinh lau dai va can tong the nhieu yeu t6. CRM la mOt cach thirc de c6 the quan tri khach hang mOt cach khoa hoc, he tiding va hieu qua.

5.3.1.3. Phan loci eCRM

Vai nhimg 19i the dia Internet va web, dac biet la kha nang tuang tac, ca biet h6a va to dOng hoa cac giao dich giaa doanh nghiep va khach hang, tir cu6i nhimg nam 1990, ding nghe thong tin d'a dugc ang dung manh me vao quan tri quan he khach hang. Nhang ung citing thanh ding dien hinh au tien bao g6m:

- Tiep thi: Tim lciem khach hang tiem Wang va cac bien phap de bien khach hang tiem 'fang thanh khach hang thvc sv thong qua khai thac dir lieu ve khach hang, t6 chirc cac hoat dOng quang cao, PR va dac biet la dich vv khach hang a duy tri quan 4 lau dai.

- Giao dich: Tv dung hoa giao dich von khach hang va kha nang tuang tac ca biet h6a cao dO vgi tang khach hang cho phep tang mac dO thuan tien va hai long, cang nhu thu hfit khach hang giao dich nhieu han.

- Thuong mai dien tir: Tang cu6ng kha nang tiep can dm khach hang vgi cong ty, mgi nai, m9i liic yeti chat lugng phvc vu d6ng deu va dich vv tot nhAt.

- Dich vv: Sr ket hop giaa cac dich vv tir Call center an Web-based, phat huy lgi the dm FAQ, di6'n dan, to van trvc tuyen, hOi nghi khach hang trvc tuyen giitp tang cu6ng quan he von khach hang.

257

Re rang CRM la met chin lugc dugc doanh nghiep sir dung de tao ra va duy tri nhang moi quan he khach hang lau dai. Moi img dung cong nghe va quan 1ST deu nham den met mix dich th6a man khach hang tot ham, tuy nhien, uu diem not bat nhAt la ding nghe giitp thuc hien cac nhiem vu nay dan gian va hieu quA han. Tuy nhien, khi not den quan he, yeu to con nguai van la quan trong nhAt, vi quan he gift khach hang a day dugc the hien a ca he thong thong tin va nhan vien cua doanh nghiep.

5.3.1.4. Quan he girra Marketing va CRM

Trong thai gian tnrac day, maketing thuang dugc de cap den nhu IA moi no tut nham ban dugc hang haa NIA dich vu tat la chi thuAn tuy xudt phat tir loi ich cua nguai ban cua doanh nghiep. Trong met the giai da chieu voi muon van cac tuang tac nhu hien nay thi moi moi quan he se kho long fen tai neu chi xuAt phat tir loi ich dam phuang. Quan he dO chi co the phat sinh va dugc duy tri teen Ca sa loi ich song phuang, da phuang. Vi le da quan niem ve marketing cung can dugc thay doi no khong nen chi xuAt phat tir loi ich doanh nghiep ma can bat dAu tir lgi ich cua ca doanh nghiep khach hang. Tren quan diem do, met Ichai niem chuAn ve marketing dugc dua ra IA: Marketing la tong hop nhang moi quan he lam hai long khach hang ma ket quA la mang 1ai gia tr.! cho CA khach hang va doanh nghiep.

Met s6 van de lien quan tai marketing:

- Chien lugc va chien thuat (Strategies and Tactics). Chien lugc la nhfing dinh huang dai han cho cac no luc marketing con chin thuat la cac buac hanh &Ong dugc guy& dinh met cach cu the cho timg thoi IcS, ten ca so. chin lugc da dinh. Hoach dinh chin lugc va xay dung cac chin thuat met each ky cang dugc xem la cac yeu t6 quan tong quyet dinh thanh ding dm hog dOng marketing.

- Xac dinh (Identify). LA toan be nhang no luc marketing nham co dugc nhimg thong tin ve khach hang, dei thu canh tranh va thi truang.

- Tao lap (Create). Canh tranh doi hai cac doanh nghiep phai khong ngirng sang tao. Khi bat du xuAt hien teen thuang truang, doanh nghiep phai tao dugc su thu but vai khach hang bang nhimg cai mm (san phAm mai, phuang thirc phan phei mai, cach tiep can mm....). Su sang tao 'thong

258

chi dirng lai a giai doan dau ma no dOi h6i phai dugc duy tri lien tuc trong suet yang dai cua doanh nghiep. Chinh su sang tao d6 se giup doanh nghiep tao lap dugc nhung khach hang trung thanh cho minh.

- Duy tri (Maintain). Trong thai gian kha lau tnr6c day, thanh cong cua mot doanh nghiep chi xac dinh mot cach dcm thuan qua doanh se tieu thu mot ngay. Bay gi6 thi khac trong moi tinh hueng, su thanh cong cua maketing deu khong chi dugc danh gia qua lugng hang ban dugc hang ngay ma quan trong hen no phai dugc the hien qua luting khach hang trung thanh ma doanh nghiep co dugc. No luc cua doanh nghiep khong &mg lai a cht; ban dugc hang ma phai tao dung dugc su trung thanh cua khach hang d6i vai doanh nghiep.

Khong the phu nhan Marketing la mot khau vo ding quan trong trong qua trinh kinh doanh cua mot doanh nghiep. Trong moi truang canh tranh ngay cang gay gat, doanh nghiep Lae phai no luc nharn thu but ding nhu giu char khach hang, ben canh da khach hang cling ngay cang tra nen kho tinh hem. Chinh vi vay, doi yeti doanh nghiep, hinh thirc marketing dai chung - mass marketing - la khong con phii hop, ma thay vao do ho irng dung Analytic CRM vai cac khau trong marketing: marketing dai chung, marketing phan loai, marketing tai khach hang muc tieu, marketing tren ca se( su kien. Day khong chi la each doanh nghiep dat dugc ket qua tot han trong tiep thi, ma con giup doanh nghiep tan dung dugc tai da ngu6n lgi khi trien khai CRM.

Trong bu6c dau tien dm Analytic CRM, tat ca nhang thong tin clang tin cay ve khach hang se dugc tap hop lai, tir d6, doanh nghiep co dugc nguen du lieu chinh xac phuc vu cho chitin dich tiep thi. Khau Marketing dai chung la buac fief) thi tiep can nhi'eu khach hang mot luc, tharn do thai dO, phan ling cua khach hang vai san pharn. Tuy nhien, de tiep can dung dei tugng, ding ca nhan, tong nh6m khach hang doi hoi c6 nhang buoc tiep thi tinh t6 han.

Sau buck dau tien, phan loan thi truang tap trung vao viec cung cap san pharn, dich vu dac trung tai tong nhom d6i tucmg khach hang, Analytic CRM trong khau thir hai nay se gifip doanh nghiep hinh thanh nhieu nh6m khach hang dua ten cac tieu chi khac nhau nhu Wei tac, thoi quen, so! thich

259

hay thu do co nhimg thiet ke san pham, dich vu va nhitng thong diep dac tnrng phu hop voi tong d6i tux:mg.

Phan loai khach hang khOng kho, quan trong lA doanh nghiep can xac dinh duoc nhom khach hang muc tieu. CRM gifip doanh nghiep co the xac dinh duac khach hang muc tieu tat hon. Cling vori chirc nang phan tich du lieu, CRM se giup doanh nghiep hinh thanh danh sach khach hang muc tieu dua ten kha nang tai chinh, thi hieu, tit dO dua ra quyet dinh CO nen tiep can khach hang do hay khong. Chirc nang nay gitip doanh nghiep tiet kiem theri gian ding nhu cac ngutm lvc tai chinh, con ngueri khi trien khai chitin dich tiep thi, tranh viec phai mat thai gian, ding sire tiep can va lien lac voi nhfing khach hang thieu thien chi hay khong man ma vo7 san pharn cua cling ty.

Sau khi tim ra khach hang muc tieu, Analytic CRM con c6 the hinh thAnh danh sach khach hang tham gia timg su hen cu the cua doanh nghiep. Doanh nghiep va khach hang se co nhieu co hOi gap g'a, nha vay, than vien cita doanh nghiep se hieu re) hcm ve khach hang cua minh, qua do CO nhimg chitin love ban hang ding nhu cha'm soc khach hang phii hop va hieu quA. Vic khach hang tham gia vAo cac su kien cua cong ty cong gifip that chat mei quan he dm ho vo7 doanh nghiep, dieu nay dac biet co loci trong viec thu but khach hang mai.

Analytic CRM khong chi lien hAnh viec tim kiem, phan loai khach hang ma con xac dinh nhimg bulk di phii hop nham phat trien, ding c6 hcm nita mei quan he gifra khach hang va doanh nghiep, dam bao thAnh cong cho doanh nghiep khi trien khai bat dr chitin dich tiep thi nAo.

Th6a man m9i mei quan he (Satisfying Relationships). Mvc tieu quan trong dm marketing la cung cap duoc hang h6a ma khach hang thuc sv mong mutm va xay dung mei quan he tot dgp gifra khach hang va doanh nghiep. Bang each nay, khach hang cam thay minh la mgt d6i tac trong giao dich v6i doanh nghiep thay vi IA "ngu6n thu" cua doanh nghiep.

Lqi ich cho ca nguai ban lan ngueri mua. Quan niem ve lqi ich giaa cac khach hang Ude nhau lA khong giting nhau ngay ca vai cong mgt quyet dinh mua mgt hang haa nAo do. Trong khi doanh nghiep do luting lqi ich thong qua viec ho se lAm ra bao nhieu loi nhuan sau nhimg no lvc marketing va nhitng ngu6n lot da hao ton. MOt no lvc marketing thAnh cong IA phai

260

lam cho ca khach hang va doanh nghiep deu cam thay thoa man, hai long va tao dugc su thu but vai nhang gi minh da danh d6i.

5.3.2. Cdc ch&c nang ca ban can CRM

5.3.2.1. Tiip thi

Quan tri chitin dich tiep thi: CRM cung cap cac ding cu giitp lap ke hoach, thuc hien ke hoach va danh gia hieu qua cac chitin dich quang cao. Deng thai, cac cong ca nay gill') hog dOng nghien ciru thi truing de" dang han thong qua tong hgp va phan tich du lieu; phan doan va Iva chin thi tnrang muc tieu; theo dOi danh gia cac phan hei.

E-marketing: Th8ng qua cac img dung teen web de tang cueing quang cao, giao dich va phi hop hog deng v6i khach hang. Xay d‘mg cong deng khach hang va tang cueing chirc nang giao tiep vai khach hang To chirc cac hog Ong nham thu but khach hang den vai website cua doanh nghiep.

Tu dung haa cac giao dich: Trong thuang mai truyen thong, cac cong cu doanh nghiep cung cap cho nha ban le a tang cuing quan he nhu tii lanh, bien hieu, qua tang... de tang cuing quan he vai khach hang; trong thuang mai dien tit cac ling dung se hoa cling dugc sir dung nhu blog, dien dan, freebies...

5.3.2.2. Ban hang

Ty dOng hoa luc lugng ban hang: Cac cong cu giup nhan vien ban hang phuc vu khach hang nhanh han, de dang han va hieu qua han. Nhimg module phan mem chuyen dung giup phan tich dir lieu khach hang va doanh nghiep de tao ra cac ban chao hang phi' h9p nhat, t6 chirc ban hang, theo dOi khach hang, phan tich hieu qua ban hang va du doan doanh se.

Trung tam tra loci khach hang (call center) va cac cong cu mai: Call center nham giam khoang cach glib doanh nghiep va khach hang. Ben canh do, cac cong cu mai FAQ, dien dan, blog, hei nghi truc tuyen... giup viec giao luu, chia se thong tin vai khach hang a clang han, tang cueing quan he

tot han.

Quan tri day chuyen cung ling (demand-chain): Giam thieu trung gian la met bien phap de tang cueing va ding co quan he gifra doanh nghiep va

261

khach hang. Cac module phan mem gifip viec quart ly ngay cang thuan tien han. Qua do, hang hem c6 the giao Ulm tip tir cac nha cung cap den thing khach hang. Ben canh dO, viec cung cap thong tin san pham, tao cac catalog truc tuyen, du down yeu cAu va tai uu hoa cac hoat dOng xuc tien cling de Bang han neu nha cung cap chia se he th6ng thong tin vai doanh nghiep.

Quan tri quan he vai cac dai 15r/d6i tic: Nha phan phi luon giu vai tro quan trong vi trvc tiep giao dich vai khach hang va nhan nhang thong tin phan hai tir khach hang. Quan 151 cac nha phan ph6i tir dai 15/, ban buon va ban le gift') doanh nghiep nam bat tinh hinh thi truing chinh xac han.

5.3.2.3. Dich vu khach hang

Quan tri dich vu ho try: Cac module chuyen trach ve dich vu ho trg se thuc hien cac chirc nang trao d6i vai khach hang, email lien lac, tilting ke cac dich vu, cho phep to phuc vu, ttr van chuyen sau trirc tuyen.

Dung day ming: trkrc tuyen 24/7 vai cac phucmg tien ho trg am thanh, hinh anh, video cho phep trg gifip khach hang tot nhAt.

Quan tri cac dich vu tai ch .& truy cap he thong tir xa cho phep nhan vien dich vu khach hang d6n tan dia diem khach hang va thuc hien cac hoat dOng ho try true ti6p.

5.3.3. Quy trinh trim khai CRM trong doanh nghifp

Ve ban chat, tri6n khai CRM, dac biet la ling dung N thong phan mem CRM tucmg to nhu tri 'en khai cac he th6ng thong tin khac. Cac doanh nghiep can t6 chic quan ly nhu cac du an ding nghe thong tin. Trong do, dac biet chit tong d6n quy mo du an, tranh dau to lang phi cimg nhu tranh thi6u but cac nguan luc. Trong qua trinh thuc hien trin khai va bao tri he th6ng, cac doanh nghiep nen chit 5/ tai mOt s6 y6u t6 can ban sau:

- Thai gian: Thai gian can thie't de tri6n khai du an. Su phan b6 thai gian va ke hoach cu th6 de tan dung cac nguan luc va sit ph6i hap cua cac b6 phan trong doanh nghiep.

- HO trg trien khai: Doanh nghiep can dat ra cac yeu cau cu the ve du an CRM, dac biet tir sr ha trg tir cac nha cung cap giai phap CRM. Ben canh do, viec dao to co N th6ng tir cap lanh dao, quan l57 va tic nghiep co tinh

262

quyet dinh doi vori thanh ding hay that bai cira du an. Nhan vien true tiep trien khai can dugc dao tao dai han de nam bat dugc tat ca nhcmg chi tiet phirc tap nhat cua N thong va dat dugc nhitng ky nang can thiet khi six dung sau nay.

- Chinh sach bao tri: Bao tri va nang cap la hai van de quan trong sau khi he th6ng d'a di vao hoat dOng. Doanh nghiep can dua ra cac yeu cAu ve 118 trg ky thu'at can thi6t ciCA dam bao he th6ng hoat dOng tot va kha nang khac phuc cac su c6 neu phat sinh sau nay. D'ong that can dua ra cac dieu kien ve nang cap va kha nang tich hap vbi cac he th6ng khac cua doanh nghiep nhu SCM, ERP.

- Chuang trinh 118 trg: Trong su6t qua trinh trien khai va bao tri he th6ng CRM, doanh nghiep nen xac dinh fa' cac van de sau:

• Mirc dO chuyen sau ve dao tao cong nghe

• Th6i gian dao tao, huong clan sir dung, chay thir vag trg ky thu4t • Thai gian bao tri, nang cap, khac phuc su co

Khi tri6'n khai du an phAn mem CRM, cong nhu cac du an phan m'em

khac, tnrac het can dat dugc su th(ing nhAt cao trong nOi b0 DN, guy& tam thay d6i, dau to Ca ve kinh phi va ngu6n than luc. Tren het, moi nguiri deu phai nhan thirc dugc lgi ich chitin lugc, dai han va ngan han cua CRM a tich cuc va chu dung tham gia. Khi da co su th6ng that va quy6t tam cao, DN c6 the tien hanh cac buck tiep theo trong trien khai CRM:

(i). Xay dung chitin lugc

(ii). Lip chon giai phap

(iii). Trien khai

(iv). Bao tri va nang cap he th6ng

5.3.4. Lira chon gidi phdp CRAI pha hop voi doanh nghtep

5.3.4.1. Quy trinh lea chon glen phap CRM phit hop

- Vach ro nhu cau: xac dinh chinh xac cac hoat dOng CRM ma doanh nghiep can trien khai va to dOng h6a. Nhimg b0 phan nao trong cong ty se dugc lgi tir giai phap nay va dac biet nhitng nguai nap se truc tiep tham gia

263

tri6n khai va sir dung giai phap sau khi hoan thanh. Cac loaf dit lieu , ngu6n cung cap va quy mo cac chin lugc dugc xay dung tir he th6ng CRM.

De tri6n khai thanh cong, can su phi hop cua nhfing ngued quan tri he thOng th6ng tin ciia doanh nghiep va nhang ngueri lam marketing a th6ng nhat nhrmg yeu cau ve co so du lieu, cac yeu cau he th6ng, so luang khach hang, lam th6 nao a sir dung kho du lieu hien thed va cac he thong hoac phan mem , nhang yeu cau n6n tang hoac tham chi la nhi'mg bq trinh duyet dugc ua &mg.

- Quyk dinh nhimg van de dugc uu tien nhat: Can co su dOng thuart cita cac thanh vien trong t6 chirc de quy6t dinh nhcmg muc tieu va mirc d6 uu tien cho cac muc tieu d6. Chi khi nhang uu tien dugc th6ng nhat med co th6 huy d6ng m9i ngued ding tham gia du an mot cach tich cut.

- Lua chgn nhitng img dung: Xay dung mot co ser ha tang ben trong he th6ng cua doanh nghiep. Lam viec thong qua nhimg van phong dich vu; tim ki6m nhang m6i quan he do'i tac chin lugc; ki ket nhang thoa thuan.

- Xac dinh nhimg nha cung cap: Danh sach ngan cac nha cung cap thuemg tir 5-6 la t6i au. Nen tham khao cac chuyen gia va nhimg cong ty da tri6n khai thanh cong de bit chic chin cac nha cung cap va kha nang thuc su cua h9 truck khi ra de bai va dau than hay lua ch9n giai phap.

- Tham dinh cac nha cung cap: DiO thoai va website la hai cong cu dic llrc de tham dinh cac nha cung cap. Hay lap danh sach cac cau hei va phong van sau nha cung cap tim nang, cac cau tra led se gulp doanh nghiep xac dinh them nhang tinh nang can thik dm he th6ng CRM se &au to cho doanh nghi6p. Website cim nha cung cap la noi d6 doanh nghiep tien hanh cac nghien ciru b6 sung ding nhu tim hi6u y ki6n cua khach hang truOc day va cua cac nha cung cap.

- Trirc tip ki6m tra phan m6m: Chay flair la bien phap tot nhat de cac thanh vien trong doanh nghiep hi6u chinh xac ve CRM va nhang 19i ich ma no dem Lai cho doanh nghiep. Thong qua chay thir, cac you cau cita nhang ben lien quan dua ra se g6p phan hoan thien nhimg yeu cau v6 he th6ng va dinh huong a nha cung cap phat tri6n giai phap phu hap hon ved nhu eau doanh nghiep.

264

- Yeu cAu nha cung cap chimg minh tinh uu viet cua giai phap: Moi nha cung cap au c6 the manh rieng ctla ho va ho biet rat 143 the manh cua minh. Hay yeu cAu a cac nha cung cap c6 co hOi chimg minh kha nang cua ho.

- Dam phan va 14 ket hop deng: Khi de bai da dugc xay dung viec con lai la lira chon nha cung cap nao dap ling dugc tot nhAt de 14 ket hap ang va san sang thuc hien dung nhi-mg cam ket trong do.

5.3.4.2. Lya chgn giira CRM On - Demand va CRM On - Premise

CRM phien ban chay tren he th6ng thOng tin dm doanh nghiep dugc ggi la "CRM on-premise" va phien ban chay teen tren web dirge ggi la "CRM on-demand". De c6 dugc su lua chgn dung dan khong phai de dang, doanh nghiep can hieu su khac nhau cling nhu tru nhugc diem cua hai hinh thirc nay, gia ca, va quan tong hon la muc dich, nhu cAu va nguen luc san co cua doanh nghiep.

Yeu t6 d'Au tien doanh nghiep can quan tam chinh IA nhu cAu sir dung CRM cua doanh nghiep minh. Mot cong ty sir dung CRM voi flitting nhu cAu co ban, lAy vi du nhu mOt cong ty bAt &Ong san mu6n quan ly danh sach khach hang tiem nang, tra ciru thong tin ve nguyen v9ng, nhu cAu khach hang va quan ly nhitng giao dich don gian se nhan thAy ca phien ban on- demand va phien ban on-premise au CO kha nang dap img nhu cAu cua ho.

Ca hai phial ban nay au hO trg flitting chirc nang co ban nhu tiep thi qua e-mail, quan 1ST co hOi ban hang, quan 1)", thong tin lien lac dm khach hang nharn phuc vu cho qua trinh ban hang va Marketing.

LAy mOt vi du khac nhu mOt nha san xuAt cac dung cu y t6 muon sir dung CRM vbi muc dich quan 1S7 mOt chu trinh ban hang phirc tap ham lai nhan thAy CRM phien ban tren web (on-demand) khong c6 kha nang dap img tot nhfing nhu cAu c6 tinh cu the hon cua h9, chAng halt nhu chirc nang quan 1ST cac cuOc g9i tir nhan vien ban hang toi mOt d6i tac muen mua rat nhieu san phAm, chirc nang quan 1S, th&i han hap ang hay cac dieu khoan ve chit khAu... Ngtrai sir dung CRM vai nhting nhu cAu co tinh cu the nhu vay lai doi hoi mOt giai phap CRM c6 kha nang tuST bien sao cho dap img nhu cAu cita h9 tot nhAt.

265

He th6ng CRM on-demand dugc sir dung qua giao dien web, do duce thiet ke nham dap frng nhu cau chung that cho cac doanh nghiep thuOc m9i loci hinh, nganh nghe kinh doanh, nen rat han the ve kha na.'ng tuy bien. Nhu vay, nhang doanh nghiep c6 quy trinh hoat dOng phirc tap va mang tinh dac thu cao, mu6n img dung CRM nham phat huy tot hap lm the canh tranh cua doanh nghiep chac chan se cam thay phien ban on-premise la su Iva chen thong minh hap.

Van de thin hai ma doanh nghiep can km y khi danh gia giai phap CRM phien ban on-demand va on-premise la mire dO tich help ma phien ban do cho phep. Tiep tuc xem xet viec (mg dung giai phap CRM tai doanh nghiep co nhu cau chung chung va doanh nghiep CO nhu cau cu the hap. De clang nhan thay Ca hai phien ban CRM on-demand va on-premise deu hO trg nhan vien ban hang c6 dugc nhiing th8ng tin chung nhat ye khach hang, lich sir mua sam cua khach hang nham cai thien chat Luang phpc vu, day nhanh tien dO giao dich, do do dem lai cho khach hang su hai long cao hap.

Tuy nhien doanh nghiep c6 the c6 nhu eau tich hap de thong tin day du hem (nhu thong tin ve cac doanh nghiep hang Lon, mo to chi tiet ve san pham,...) vao phan mem giai phap CRM, giup rthan vien ban hang co cai nhin tong quan cung nhu cu the nhat ve khach hang. Ciing c6 the nhan vien ban hang can dugc cung cap thong tin dm b0 phan ke toan tir he th6ng ERP, khi do, yeu cau tich hgp thong tin ten trang chu, phuc vu cho cong viec ctia nhan vien ban hang la rat can thiet.

Su khac biet quan treng tiep theo gifra CRM on-demand va on-premise chinh la yeu eau ve ngutm luc cong nghe thong tin dm doanh nghiep giup van hanh he th6ng CRM mOt each. Day ding chinh la mOt yeu to doanh nghiep can can nhic.

CRM phien ban on-premise c6 lcha nang dap ung nhang nhu eau cu the co tinh dac thu cua doanh nghiep nen cung doi h6i nhieu ho trg ve mat cong nghe hap, ngoai ra, su c6 mat dm dOi ngii 1c1 thuat gifip cho qua trinh van hanh, bao tri he th6ng cung rat quan treng. Chinh vi vay, mu6n Cmg dung CRM on-premise, doanh nghiep phai dam bao duet nhang yeu eau ve ca se ha tang thong tin ding nhu ngulin nhan luc. Gia Ca ding la mOt yeu to can dugc xem xet, tuy phien khong phai la tat ca. CRM phien ban on-demand do

266

dugc thitt ka dap ling nhu eau rOng rai cua cac doanh nghiep nen gia ca de chiu hcm so vai phan mam c6 ban quyen, c6 kha nang tuST bian, hon Mb phien ban on-demand thutmg dugc doanh nghiep thue theo thong, khoan tin phai bo ra ding khong qua kha nang cua mOt doanh nghiep vita va nho. Tuy nhien, nau doanh nghiep c6 chitin lugc sir dung CRM lau dai, khai thac triet de nhftng tinh nang cua mOt phan mam thi mOt Fan mua phien ban on- premise se la kinh to hcm.

Tom lai, co the thay viec lua chon gifta ling dung CRM on-demand thong qua web hay CRM on-premise phu thuOc rat nhiau vao nhu cau cua doanh nghiep, dac thu kinh doanh, tinh chit nganh ngha va ca kha nang tai chinh cua doanh nghiep. He co su lua chon dung dan, tat ca nhftng yau t6 tren can dugc doanh nghiep xem xet mOt cach nghiem tuc va khao sat thi tnramg phan mam mOt each ki cang, c6 nhu vay, doanh nghiep mai dam bao co dugc lua chon t6i uu.

5.3.4.3. Pkin rtim ngujn mer CRM

Cac doanh nghiep vim va nh6 lutm gap nhiau kh6 khan khi canh tranh voi cat doanh nghiep lon trong viec thu hitt cling nhu gift chan khach hang, diau nay khian cho nhu cau ap dung CRM ngay cang trey nen cap bach. He thOng phan mam CRM giup to &Ong hod cac qua trinh tit thu hut, lien he cho dan phuc vu khach hang. Vao thari diem ban &Au, cat chucrng trinh phAn mem CRM thuang la nhftng g6i phan mam chuan, bao gom nhieu module, nhiau chirc nang ma dal khi doanh nghiep khong the tan dung hat.

Chinh bai vay, cac he thtng CRM can dugc thay dOi tuSr theo nhu eau cua khach hang, dac biet la nhftng doanh nghiep vim va nhe bad h9 khong co du kha nang ve mat tai chinh cling nhu ngu6n nhan hyc. Phan mam ngutm mar CRM la mOt chucmg trinh chuan nhtmg dugc tuSr bin dua tren nhu cau cling nhu nhftng net dac thil cua doanh nghiep, trey thanh mOt he thtng phan mam tien 19i cho nguai sir dung.

Phan mam nguOn ma CRM hien nay ding da co kha nang kat hgp nhiau chirc Wang, nhu marketing, ban hang da kenh, cung cap dich vu khach hang thtng nhat, theo doi dir lieu, to dOng hoa ngutm luc ban hang... He thtng phan mam CRM claim dung mOt co sa dft lieu lan, nham hru trir" va

267

ding hop the ngu6n thong tin tir khach hang, chang han nhu ten, tu6i, each thirc lien he vai khach hang, sa thich, th6i quen hay tan suAt mua hang dm khach hang. Cling nha nhang ngu6n thong tin dang tin cAy nhu vAy, CRM giup cac doanh nghiep len ke hoach tim kiem va chain sac khach hang that su hieu qua.

Phan mem ngutm ma CRM thuang phu hgp cho hAu het cac doanh nghiep boi tinh thich ling cao. Doanh nghiep khong nhAt thiet phai thiet lAp nhitng chuang trinh phAn mem khong co nhieu ding dung hay khong phu hop doi vai doanh nghiep.

5.3.5. Kinh nghtem ring dung CRM trong doanh nghiep

5.3.5.1. Kinh nghiem lung dung CRM trong doanh nghiep vita va nho

CRM that chit la su ket hop gift chitin lugc, kinh doanh va cong nghe nham thu thAp thong tin khach hang, N th6ng, phan tich, chia se cac thong tin dO de m9i thanh vien trong ding ty deu co the khai that. Do do, mgi doanh nghiep deu c6 the sir dung, tuy nhien vai cac quy mo khac nhau, he thong CRM cling khac nhau.

Truac day, tat ca cac thong tin nhu dan &At hang, h6a don, chimg tir... deu phai luu ra giAy, viec truy xuAt thong tin khach hang la rat phirc tap va mAt nhieu thai gian. Vi du, khi can thu thAp thong tin ve khach hang co thu nhAp tir 5-10 trieu/thang, da co gia dinh va mua hang tir 3-5 lAn/nam, nguai nghien ciru thi tnrong se mAt nhieu thoi gian, dac biet la khi doanh nghiep CO nhieu cira hang a nhieu vimg khac nhau, du lieu khong tap trung thi viec nay la bAt kha thi.

CRM dugc xay ch.mg nham giai quyet nhimg bai town nhu vAy. Thong qua mOt vai thao tac kith chuOt, ngtrai nghien ciru co the tao lap bAt kS , bao cao nao theo cac tieu tri khac nhau tir ten tu6i, nghe nghiep, tinh tang hon nhan, thu nhAp, tan suAt mua hang hay cac loci hang h6a thuang mua...

Doanh nghiep nho c6 can CRM khong? Cau tra lai c6 hay khong phu thu6c nhAn thirc cita lanh dao doanh nghiep, tuy nhien, nhin chung la co. Daz biet la khi cac doanh nghiep nho co the xay dung nhimg quan he het sac chat the voi timg khach hang.

268

MOt he thong CRM tot cho pile!) theo dal va duy tri quan he vai tong khach hang hieu qua, tir viec thu tir den giao dich va tham had hang ngay den phan tich hoat dOng kinh doanh vori khach hang dO. Tuy nhien, giai phap CRM nao la phi' hop nhat d6i vai cac doanh nghiep nho.

Teen thuc te, nhieu doanh nghiep da sir dung cac phan mem co chirc nang cua CRM de quan ly quan he vai khach hang nhu Microsoft Outlook a quan IS/ thu dien tir va th8ng tin khach hang, lich hen va cac chuong trinh lam viec.

O cap dO cao han, doanh nghiep co the sir dung cac giai phap ma nguen ma nhu SugarCRM vai nhieu tinh nang cua CRM chuyen nghiep han.

Cao han nita IA sir dung nhitng giai phap CRM chuyen nghiep cho cac doanh nghiep lbn, dugc ca biet hoa phit hop vo7 nhu eau tirng doanh nghiep.

Tong hgp tir cac du an ve CRM tren the giai, to chirc Gartner da duc ket ra 7 nguyen nhan khien cac du an CRM that bai:

- Sy khac Net giita nguad sir dung trong nganh KD va CNTT

- Thieu ke hoach chitin lugc

- Cac dit lieu khong day du

- Thieu chuyen mon

- Thieu quan he khach hang

- Chu trinh to dOng hoa khong hop IS,

- Cac yeu t6 chinh tri va van h6a

MOt s6 bai hoc dugc rut ra tir thanh ding va that bai trong hoat deng trier' khai CRM bao gem:

- Nhu cau cua doanh nghiep: MOt goi phan mem du dAt tien nhung neu khong phuc vu cho muc dich cu the cua doanh nghiep thi cfmg se la Yang phi. Lya ch9n met san pham CRM phu h9p can co kha nang danh gia, chang han nhu doanh nghiep nay can cif) met co sa dir lieu tap trong cac thong tin ve email hay cam nhan, suy nghi cua khach hang, nhung met doanh nghiep khac lai can met phan mem vira co kha nang Itru tit thong tin khach hang, vixa co chirc nang quan lS7 quy trinh marketing, gia tang khach hang tiem nang, to deng h6a quy trinh ban hang, v.v...

269

De c6 guy& dinh dung dan, doanh nghiep hay bat au bang viec phan tich nhu cau cua chinh doanh nghiep minh, tham khao nhcmg nha cung cap giai phap CRM cling nhu nhang doanh nghiep da ap dung CRM thanh ding de c6 them kinh nghiem.

- Trinh dO, ki nang cila nhan vien: MOt phan mem c6 kha nang dap Irng nhu cau cua doanh nghiep se van khong thut sr hog dOng hieu qua neu nhan vien cua doanh nghiep khong dugc dao tao, khong c6 nhang kf nang de van hanh thing. Chinh vi vay, trinh dO cua nhan vien cling la mOt yeti t6 can xem xet trong lira chgn giai phap CRM. Doanh nghiep can chit y trang bi cho nhan vien nhang kien thirc, ki nang ca ban that ye tin h9c, hieu dugc khai niem mOt cach tong quat nhat ve CRM cling nhu nhang thay d6i ve moi tnremg lam viec khi du an CRM dugc trien khai.

- Tai chinh cua doanh nghiep: Nen dau tu bao nhieu cho mOt giai phap CRM? D6 la cau hoi ma doanh nghiep nen dat ra, lam the nao de voi mOt khoan tien phit h9p, doanh nghiep van c6 dugc sr lira ch9n t6i tru. Co rat nhieu doanh nghiep da lien tuc dau tu hang tram nghin do a c6 nhang phan mem t6i tan, nhung dieu do lai khong mang lai gia tri gi cho doanh nghiep bari ho khong co muc tieu rO rang ding nhu khong tan dung het chirc nang cita nhang g6i phan mem dat tien Ay. Tuy nhien, chi voi mOt phan mem gia ca phai chang, neu biet tan dung, khai that day du chirc nang thi gia tri sir dung dm no con lan han nhieu so vai khoan dau tu ma doanh nghiep da phai bo ra.

Neu di theo nhimg ggi y tren trong viec len ice hoach cling nhu trien khai CRM, doanh nghiep se co dugc mOt sir lira ch9n dung dan, thu dugc nhieu gia tri, 19i nhuan tir viec ap dung mat giai phap CRM hop

- nhOt nal b6 vd chijn luve CRM: CRM la mat chiin lttqc chung va lien quan tai moi ca nhan trong doanh nghiep. Diu nay c6 nghia la lanh dqo va nhan vien trong doanh nghiep phai thiit lap dugc ,sir thong nhot nai b6 xung quanh CRM. Neu doanh nghiep mai chi cham chiing nhic" ng bitoc

cau tien ap dung CRM, doanh nghiep can to chirc mat cuac hop gifra cac phong, ban, ba ph an trong doanh nghiep, cid h9 not len nhu cau cica minh -14

CRM. Doanh nghiep se bdt chivy h9 can nhiing gi tit CRM, cling nhu nhiing

270

yeti to can thiet cue trien khai thong suit CRM trong doanh nghiep. Vai tro cda mat nha quan ly the hien a chi doanh nghiep phai dung hoa Ave nhung mclu thujn do, clap ieng dttcc nhung ciieu kien co . ban, co the khac nhau, cda cac phong, ban, nhung van dam bao he thing CRM thing nhit trong toan doanh nghiep.

- Van h6a doanh nghiep va CRM. Mat giai phap CRM khong chi la mat goi phiin mem mai. N6 la ca mat thay duy, ve each thirc kinh doanh, ve each quern ly nhan su. Thanh ding trong ap dyng CRM nam tren doi vai ctia nhiing nhcin vien san sang chia se thong tin ve khach hang va coi tac. Tinh thin cong tac nay khong phai dun gicin ma co. Cac nhan vien co the hoai nghi rang khi chia se thong tin, ho chang khac gi dem co. hai cho nguai khac. Tuy nhien, neu lcinh ciao doanh nghiep lam cho nhan vien hieu rang CRM tao nen co. hal cho tat ca moi nguai, ti le thanh cong se tang len ra ret. Do do, mat viec quan trong doanh nghiep can lam la cho moi ngueri thciy mat vi du thuc te, khi chia se thong tin lam lai cho toan bo cong ty. Viec quan ly phai huang tai xcly dung van hod doanh nghiep &fa tren nen tang lqi ich cda doanh nghiep chat tren lai ich ca nhein. De chat &coy mac tieu nay, cong nhdn vien - nhung nguai su dyng phcin mem CRM, phai thciy bang chirng that su rang thOng tin ma ho chia se chive sec dyng cue thfic dciy cac hoat clang kinh doanh, va c6 them mat c of tow mai se dem lgi lgi ich cho

tat ca moi ngu.61 trong cong ty. Viec xcry dung van hod doanh nghiep se mat rat nhieu thai gian va cong

Quan he gitra CRM va KPIs (Key performance indicators): Viec xac dinh nhung chi s6 hog ding then chit cua mot cong ty IA rat quan trong, no bao g6m nhung chi s6 ve khach hang, phan down thi truing, va nhung dich vg kinh doanh nharn danh gia hoat dOng cua doanh nghiep. Dieu nay nghe co ye don gian nhung thuc chit la cong viec tuong d6i phuc tap, thuong bat dL bang viec xac dinh mo hinh khach hang chat lugng nhat cua doanh

nghiep. De tin hanh, doanh nghiep nen dat ra nhung cau hoi nhu: Phan doan khach hang flax) có khA Wang dem Lai lgi nhuan cao? Khach hang co so dang phat trien b mirc dO nao?

Nguyen than va anh huang cua su giam sat s6 lugng khach hang? Dau IA nhung dau hieu d'au tien cua su sat giam do?

271

Kenh tiep thi nao to ra hieu qua nhat, thu dugc sir quan tam nhieu nhat

tir khach hang va dem lai loi nhuan cao?

Doi tugng khach hang nao gianh dugc nhieu tru dai ve dich vu, d6i tugng nao dung gop nhieu vao doanh thu cua doanh nghiep?

- Quan hg gifra CRM va BPM (Business Process Management): Neu

CRM la met chitin lugc, ding nghe trong quan 1ST quan he khach hang, BPM

la sir ket hop thong nhat, sir ma Ong cua cac giai phap, eking nghe nhu ERP (Roach dinh nguen lvc doanh nghiep) hay CRM (Quan tri quan he khach hang) tao thanh met mo hinh thong nhat, no cho phep doanh nghiep c6 nhUng dieu chinh kip thai, nam bat nhang co hei kinh doanh mai, tao ra sv

de thich img vai nhi'mg bien d6i tren thi tnrong. Giai phap CRM khi dive ket

h9p cac chirc nang cua giai phap BPM se dem lai nhieu lei ich cho doanh nghiep, chang han nhu, tao dieu kin cho doanh nghiep lap nen met quy trinh kinh doanh h9p 1Sr, tao sv thong nhat gitra cac quy tac kinh doanh va quy trinh nghiep vu cua doanh nghiep, giup doanh nghiep di dau trong viec phat hien, nam bat co hei kinh doanh, tir d6 c6 the phat huy 19i the cua minh.

Can nhan mph lai rang CRM truac het la phat trien mei quan he, sau

do mai la yeu t6 ding nghe. Cai thien tinh thong nhat, hoan chinh cua dit lieu, tinh chinh xac trong bao cao, nang suk lam viec cua nhan vien,... la nhi'mg lei ich dm qua trinh ap dung CRM tich hop chirc nang cua BPM. Tuy nhien can lay muc tieu phat trien khach hang tiem nang, cling co quan he voi khach hang hien tai lam yeti t6 trong tam, boi day la con duarng giup doanh nghiep co dugc khach hang trung thanh met each ben vIng.

* MQt RI ding ty thanh tong trong trien khai pluin mem CRM

(i) Continental Airlines:

Cong ty sir dung he thong quan ly cac cu .& dien thoai bang phan mem

cua Witness System (witness.com), cho phdp cac nhan vien co the phan tich

lai cac cuec g9i cua khach hang da dugc ghi am. Cac phan tich cho phep tim ra nhu cau thvc sv cua khach hang. Cac ket qua ding giup tong ty hoach dinh cac chitin lugc marketing va kinh doanh phu hop vOi tong del tugng khach hang. Nhan vien co the giai quyet cac yeu eau cua khach hang nhanh

272

va chinh xac ham, ding thai tiet kiem chi phi khoang 1 trieu USD mOi na. m.

De tang hieu qua, cong ty ding da sir dung chuang trinh Call Miner ciia Witness System d6 to ding ghi va chuyen cac cuOc goi thanh van ban dien

(ii) Sheraton Hotel

Nhan vien tai hat 200 khach sari Sheraton thuic tap down Starwood

Hotels and Resorts clang sir dung N thing eCRM mod cho phep phii hcrp de

dap irng moi you cau dia khach. Khi than via khong co kha rang dap img

yeti eau cua khach trong thai gian quy dinh, mot th6ng bao se dugc he thing

tao lap von cap di nhat dinh (yang, dO) de gin den cho nguoi quan ly cap

cao ham. Cac cap quan 1S, se can thiep de dap img yeu eau cua khach hang

t6t va nhanh nhat. Theo Starwood, he thing nay da gip phan nang cao clang

ke su hai lOng dia khach hang.

(iii) Boots the Chemists

MQt nha ban le cac san pham y to vii han 1.400 cira hang tai Vuang

quic Anh da sir dung he thing phan tich du lieu khach hang (eCRM) de

danh gia mire di trung thanh cua khach hang. COng ty cimg sir dung he

thing nay de phan tich qua trinh mua hang dm khach hang. Cac nhan vien

dich vu khach hang co the phan tich, du doan va t6i da h6a gia tri mua sim

cua cac khach hang tit hat. Hoat Ong marketing ca biet ten timg khach

hang ding giiip tang su hai long dm khach hang hat.

(iv)FedEx

He thing eCRM dia FedEx cho phep cong ty cung cap dich vu tot that

den hang trieu khach hang thOng qua 56 trung tam. MOi than vien trong

tong s6 4.000 than vien phuc vu khach hang de'u co the truy cap tic thiyi

vao h6 sa cua tong khach hang. Qua di, than vial biet chinh xac gia tri va

tam quan tong ding nhu thing tin chi tit ve tong khach hang. Cac thOng

tin nay 04 nhan vien phuc vu khach hang t6t han. Kilda hang ding sir

dung duy that mit s6 dien thoai hO tra, do di tang mirc di thuan tien va kha

nang hai long dia khach hang.

273

5.4. trng dung cong nghg thong tin vao quail tri chu& cung ring dm doanh nghib

5.4.1. Tiing quan v'J Quiin trf Chuoi cung ung (SCM - Supply Chain Management)

5.4.1.1. Cac khai niem co. ban ve SCM

Nhieu quan diem cho rang thucmg mai dien to ding nghia voi mua ban thong qua Internet. Tuy nhien, mac du sir thanh cong dm cong ty phi thuOc vao viec tim va duy tri khach hang, sir thanh cong nay thtrc sir phu thu8c nhieu vao nhang yeu t6 dam "phia sau" website cua cong ty him IA nhung y'eu t6 "tren" website d6. Dieu nay c6 nglita la hoat dOng ben trong cong ty (internal operation) va quan he dm cong ty vii nha cung cap, voi cac doi tac co tam quan trong va cling phirc tap km khong kern so vai cac img dung truc tiep voi khach hang nhu chap nhan va xir ly don hang truc tuyen.

Lich sir da chimg minh su thanh cong cua cac t6 chirc — to nhan, nha nuoc hay quan sir - deu phu thuOc vao kha nang quan 15T 1u6ng nguyen lieu, thong tin, tai chinh vao, ra va van hanh trong to chirc. Nhirng luting nay dugc biet den vii ten g9i "chdi cung img" (supply chain). Do club cung img thuong dai, lien quan den nhieu ben va hoat dOng phirc tap nen day cung la ngtkin g6c cua nhieu van de doanh nghiep phai d6i mat. Cac van de thuong gap nhat la tri hoan, khach hang khong hai long, mat cac giao dich, chi phi cao do phai khac phpc nhithg sv c6 phat sinh trong chuOi cung. Nhimg cong ty tam CO' the gied nhu Dell da chimg minh rang sv thanh cong cua h9 pity thuOc vao sv quan ly mOt cach hieu qua chuOi cung img th8ng qua img dung cong nghe thong tin va thucmg mai dien tit.

Chu& cung irng dugc hieu la lung nguyen lieu, thong tin, tai chinh, dich vu tir nhUng nha cung cap nguyen lieu tho den cac nha may, kho hang va khach hang. ChuOi cung img bao g6m cac t6 chirc va cac qua trinh de tao ra va phan phi san pham, thong tin va dich vu den khach hang cu6i cung.

Thuat ngir chuoi cung ung dugc hinh thanh tir khai ni'em lien ket cac to chirc vii nhau de hoat dOng c6 hieu qua nhat.

274

Thong tin

xwit, lap rap & dOng g6i Sin phitin

Thing tarn phan p0i

Dpi ty ban lel

KhAch hang

cung cap+ cip 1

Nhi elms a AI

Nhult

NM may san xmit

cac bo Phan

Diu vim

Hinh 5.12. Minh imp chuOi cung trng

Qui trinh san xuAt chung Trong doanh nghtip Dau ra

NM cung cip 2

NM cung cip 2

r

NM cung cip 2

Nha may 1pc dau

Cons ty cung Rat Mill

Cong ty cun8 ciP

Caty

in )

Qui trinh san xuit d8 chcri

Van chuyen

NM sin xuat hOp & ^in An

hang

T

Cemg ty bOt glAy

Sau xuat Lir) nip 46

thg 15? b 16)

KlaAch hang

yin chuyin

D4rng goi (16 chai

Ngudn: Electronic Commerce 2010, Efraim Turban

Trong mo hinh tren, chuai cung irng bao gam ban than doanh nghiep (san xuat va lap rap), nha cung cap va nha phan ph6i, khach hang. Phan tren cua mo hinh mo to chuai cung ung chung, phan cluai m6 to m6 hinh chuai cung img cu the dm mot nha san xuat di choi. Duong lien lc& (net lien) mo to luting nguyen lieu gitra cac ben, ngtrgc lai la luting den va hang tra lai. DuOng lien ket (net dirt) mo to Wang thong tin hai chieu gifra cac mat xich cua chuai cung

Cac hoat d6ng trong chuai cung img lien quan den moi khia canh dia yang dOi san pham. Tuy nhien, chuai cung mg con bao gam nhieu hoat Ong hon the, do la luting km chuyen tien va thong tin va cac quy trinh ha trg km chuyen hang hoa va dich vu. Chu& cung img ding bao gam ban than cac t6 chirc va ca nhan lien quan va ket thuc khi san pham dugc loai b6.

Khi chuai cung fmg dugc t6 chirc quan ly thong qua cac plurcmg tien

275

din tit, vi du nhu qua cong ngh0 web, Internet, chuOi cung cap c6 ten gQi chai cung itng thucmg mai din tir.

5.4.1.2. Cdc bo phan cua chuji cung zing (SCIVD

MOt chuOi cung *rig thuang g6m ba b6 ph4n chinh

- Thuvng luu (upstream supply chain)

Bao g6m cac hoat &Ong gifra nha san xuat va cac nha cung cap ciia ho (co the la cac nha san xuat khk, cac nha lap rap...) va ca nhimg nha cung cap cua cac nha cung cap (lop 2). M6i quan 110 nay c6 the ma rOng (ve ben trai) mot s6 16p tuy theo nganh hang den lop sau nhat c6 the la nha cung cap nguyen lieu th8 nhu khoang san, nong Trong phan thucmg luu cua chuOi cung, hog dOng chu yeu la mua sam (procurement)

- Trung luu (internal supply chain)

Bao g6m tat ca cac hoat dOng ben trong cong ty de chuyen cac du vao thanh cac dau ra, tinh tit than diem cac dau vac di vao trong to chirc den thoi diem cac san pham duvc phan phi ra khOi t6 oink. Cac hoat dOng chu yeu la quan 15, san xuat, san xuat va quan 15r hang luu kho.

- Ha luu (downstream supply chain)

Phan nay bao gom tat ca cac hog dOng nham phan phi san pham den khach hang cu6i cung. Trong phan nay, cac hog dOng chu yell la phan ph6i, luu kho, van tan va dich vv sau ban hang.

5.4.1.3. Quan 1), chuji cung ling

V* quail 1ST chuoi cung img thu?mg phim tap do lien quan den nhieu d6i tac, nhieu phong ban ben trong doanh nghi0p, nhieu qua trinh kinh doanh va c6 the rat nhieu khach hang. Quan ly cac chuOi cung zing loai vita va 16.n theo phuang phap thu cong thuang rat kh6 hiOn hi0u qua. Cong ngh0 thong tin zing dung da dua ra hai giai phap la ERP va SCM th8ng qua vi0c to ra cac chuOi cung zing thucmg mai din tit va t6 chirc quan 1ST no.

* Chuoi cung zing thuang mai dien tzi

e-SCM la vi0c zing dung cong ngh0 thong tin a cai tien cac quy trinh hog dOng B2B nham tang t6c do, kiem soat thai gian va nang cao mirc dO

276

hai long dm khach hang. Quy trinh nay bao gom cac hoat dOng cung cap (mua sam), quan ly (lap ke hoach, phii hop, kiem tra). e-SCM Ichong chi la van de cong nghe, ma con bao gom cac thay doi v‘ chinh sach, van hoa doanh nghiep, qua trinh kinh doanh, va ca eau to chirc trong town b0 chuOi cung (mg.

Float dOng cua chUOi cung frng thuong mai dien tir hieu qua plw thuOc vao cac yeu to sau:

- Nhan thirc cira cac dai tac ve tam quan trong chitin lucre cua viec ph6i ket hgp: D6 la su lien ket chat the va tin cay girra cac d6i tac vOi nhau, day

la co so a tao ra tic di), su thing nhat va giam chi phi.

- Minh bach ve thong tin trong town bo chuSi cung img: thong tin ve tinh trang hang hoa con lai tai tat ca cac doan trong chuOi, nhu cau ye san pham, theri gian phan phii va cac thOng tin lien quan can doge ding khai cho cac thanh vien tai moi luc, moi noi.

- Tic dO, chi phi, chit luting va dich vu khach hang: Can xac dinh ro cac tieu chi a danh gia hieu qua hoat dOng cua chuOi cung ung, dac biet la bin mlic tieu tren.

- Tich hgp cac d6i tac chat che: e-SCM se hieu qua hcm neu lien ket chOt the cac ben bao gom cac b0 phan ben trong cong ty va cac ben lien quan nhu nhA cung cap, d6i tac, dich vu logistics va cac nha phan phii.

* Cac hoat dung cua e-SCM

- Cung cap: tic dOng true tiep den hoat dOng san xuat va phan phii. Cac thanh vien co the sir dung he thing thOng tin ve cung cap de giam lugng hang luu kho, tang tic di) km thong hang h6a do ding b0 hoa ve cung va cau trong toan thing. ThOng tin cap nhat (real-time) ve cung cau tao dieu kien thuc hien cac chitin lucre san xuat theo don hang (make-to-order) va lap rap theo yeu cau. Trien khai chuOi cung img va yeu cau cua khach hang ten mang IA hai hog dOng quan he mat thiet trong chuOi cung img.

- Mua sam true tuyen: la viec ap dung cong nghe teen web a he; trg hoat Ong mua sam, bao gom hai hang, tim nguin cung cap, dat hang, hop ding, thanh Wan. Mua sam true tuyen 118 trg viec mua sam cac nguyen lieu true tiep va gian tiep thong qua cac ding cu nhu catalogue true tuyen, hop

277

ding dien tir, dim dal hang trirc tuyen, va th8ng bao giao Mua sam truc tuyen c6 the cai tien chuoi cung img theo nhieu cach: catalogue tr%rc tuyen c6 the dugc sir dung de giam thii gian thiet ke cac bO phan cua san pham; minh bach cac thong tin va chi tiet linh kien giup viec ra quyet dinh nhanh va chinh xac han; dat hang trvc tuyen giup giao dich nhanh han; thong bao giao hang giiip khach hang kiem soat qua trinh van chuyen tot han.

- Quan 1ST kho sir dung thiet bi khong day:

Case: MomorialCare tai Southern Califonia

B'enh vien nay la mot trong rat nhieu b'enh vien thanh ding trong img dung PDA de nhap dir lieu vao may chi quan ly kho thu6c. Qua trinh nay khong chi tang tic dO quan 1ST, giam sai sot ma town b6 quy trinh dat hang cung dugc to dOng h6a. Neu hang trong kho giam den mire can tiep tic dat hang, may chic se to dOng lap cac dan hang va gin qua he th6ng cua PeopleSoft den cac nha cung cap tuang img, tao lap cac hoa dan, xir ly thanh town...

- Phi hgp de lap ke hoach: viec lap ke hoach ph6i hop doi hoi the ben cung cap va mua sam phai ph6i hap chia se cac thong tin ve nhu cau va ke hoach cung cap de dap ung nhu cau da u6c tinh. Viec uac tinh nhu eau va ke hoach cung cap can dugc cap nhat thuOng xuyen thong qua ca the chia se thOng tin qua Internet cila he th6ng e-SCM.

- Hap tac thiet ke va phat trien san pham mai: sir dung ky thuat nghien ciru va phat trien san pham mai th8ng qua ph6i hap nhieu ding ty nham tang kha nang thanh ding va giam th&i gian tung san pham mai ra thi truOng — General Motor. Trong suit qua trinh nghien cuu va phat trien, cac ban ve thiet ke c6 the dugc chia se th8ng qua mot he' th6ng mang an toan gift cac hang than, thin nghiem, marketing, phan ph6i va dich vv. Cac ky•huat khac bao gom chia se cad thong s6 ky thuat, ket qua thin nghiem, va thay d6i thiet

ding thii sir dung cac mau thiet ke trkrc tuyen a nhan phan hoi tir khach hang. Hoat dOng nay gip phan giam dang ke chi phi phat trien san pham thong qua tich hgp he th6ng thong tin va tang cuing trao d6i gitra cac ben.

* Ca so ha tang cua e-SCM

- Trao d6i du lieu dien tir (Electronic Data Interchange - EDI): la cong cu chinh dugc cac tap down lorn sir dung de tang cuing quan hg trong chutii

278

cung cap. Nhieu cong ty dang chuyen d6i tir EDI truyen thong sang EDI tren nen Internet.

- Extranets: Dugc xay dung de hO trg giao dich va hap tac lien to chirc.

- Intranet: Mang lien ket cac be phan trong doanh nghiep a tang cuing

trao dei va phei hgp hoat Ong

- Corporate portal: Cling thong tin ket not cac hoat deng ben trong va ngoai doanh nghiep.

- Workflow systems tools: Cac ding cu quan 1ST lueng thong tin trong

cac to chirc.

- Cac cong cu phei ket hgp cac ben: cong cu a cac ben phei ket hop va

chia se thong tin.

* Bullwhip Effect (hieu img domino cua chuOi cung cap)

Tuang to P&G, HP trong linh \Tip may tinh hay Bristol-Myers Squibb trong nganh dugc cling gap phai van a ,,4 chuOi cung cap. Do nhang trac

tinh dm cac nha quart 1ST trong timg mat xich dm chdei deu co sai lech tucmg

d6i. Khi cac uac tinh cling chieu se lam tang khei luting hang ltru kho du thira theo cap s6 nhan theo nguyen tac "just in case". Theo nghien ciru dm aaea.org (American Agricultural Economic Association, 1998), viec san xuat

va tieu thu hang tap Ma có the tiet kiem dugc 30 ty do la my neu có he

thong chia se thong tin hieu qua.

Chu& cung cap la met mpg luoi gem cac to chirc có lien quan, thong qua cac mei lien ket phia tren va phia duai, trong cac qua trinh va hoat Ong khac nhau, san sinh ra gia tri duai hinh thirc san pham dich vu trong tay nguai tieu dung cuei cling. Viec sap xep nang luc dm cac thanh vien trong chuiii cung cap a phia tren hay phia duoi nham muc dich tao ra gia tri Ian han cho nguai sir dung, vai chi phi thap han cho toan 1)0 chuOi cung cap.

Cac doanh nghiep ngay cang tim kiem phucmg thirc tot nhat dm SCM

de dap img tot nhat, nhanh nil& cac yeu cau dm khach hang va t6i da Ilea

doanh se ding thai giant chi phi.

Cac giai phap SCM doi hoi phai cai tien lien tuc de dap img nhang san pharn call hinh phirc tap nhu may tinh, 6' to; dap img (lei hoi cua thi truong

279

town cau va nhi-mg yeu cau dac thit cita tong khu vtrc; dap (mg pham vi phan bo rOng cua cac nha cung cAp va dOi tac.

Cac giai phap SCM can dugc thiet ke de dua ra nhang phan tich va dkr doin tot nhat dua tren cac so lieu ve nhu cAu thj twang. Cac quyet dinh can dugc ho trg de dugc dua ra ngiy cing nhanh, hang thang, hang tuan them chi hang ngay. Tuy nhien, có nhieu ding ty doi hal cac guy& di/1h can duqc thtrc hien hang gia hay hang phut.

Ngay nay, cac giai phap SCM can dugc thi grc hien nham dap img nhu cau link hoat cua cac t6 chirc , nhang giai phap nay phai cung cap thong tin ro rang, chinh xac de ho trg cac t6 chirc dap img nhu cau ten thj truang mOt cach nhanh nhat - chuyen tit "just in time" sang "real time".

Cling voi qua trinh town cau hoa, mang luai cac nha cung cAp duqc ma rang tren khap the giai, dieu nay khien cac c8ng ty phai tim each quan 1$ ,

mOt he thiing cac nha cung cAp phirc tap tren khap toan cau.

Yeu t6 cot loi cua cac he thOng SCM nam a kha nang phan ling nhanh dOi voi nhang thay dOi ve cung-cau va nhting bien dOng trong qua trinh cling cap. TOc dO thich ling cLg nhanh dOi von nhimg thay ai nay cing gip tao ra nhieu gia trj.

Vi du: Walldorf, giai phap cfla SAP, mOt ding ty cua Dim hien duqc coi IA giai phap tot nhat hien nay.

Theo SAP, san pham mySAP SCM da giitp nhieu cong ty (tat nhang thanh ding dang ke, vi du New York, N.Y. - Colgate-Palmolive da giam dugc 13% hang luu kho, tang lugng von luu thong 13% nha he thOng tich hqp thong tin end-to-end trong chuOi cung cAp. Bang viec chia se thong tin ve nhu cAu, lucmg cAu cita khach hang voi cac dOi tac trong town bO chuOi cung cap, tat ca cac ben tham gia co the giam thieu duqc nhang "thai gian tre" va co the phan ling nhanh han a dap ling nhu cau cua khach hang.

5.4.2. Cac 10 ich via SCM

He thOng chuOi cung ling dat khach hang a vi tri trung tam, he thong mang gift cac nha cung cap cho phdp giam chi phi va tang lgi nhuan thong qua giam chi phi timg by phan cua chu .Oi cung cap. Dieu nay dac biet cif) $r

280

nglifa trong b6i canh thi truang hien nay, khach hang dugc phan thanh nhitu down hando nhu cau da clang han, cac mirc gia dugc xac dinh linh hog han, san pham can ca biet h6a nhitu han.

Viec tich hop he thtng thOng tin n'Oi b0 va ben ngoai cho phdp chia se nhang thong tin can thitt to do tao ra kha nang tucmg tac manh han girra cac thanh vien, gOp phan tang hieu qua va dO chinh xac cita viec lap kt hoach, thvc hien, phihop va quan V, chat lucmg. Tuy nhien, viec tich hop he th6ng thong tin ding doi hoi cac ben phai ph6i hgp chat chd han, dap img nhimg yeu eau nhat dinh vt ha tang cong nghe thong tin va chuan hoa quy trinh kinh doanh.

Trong cac doanh nghiep dien tir thanh cong deu co sirOp mat cita b0 ba ytu t6 cot l'Oi la CRM, SCM va ERP, loi ich nii bat la str tich hop thong tin cho phdp t6 chirc co tht hog dOng hieu qua han vai cac nha cung cap va khach hang, ding thou nang cao hieu qua hoat d'Ong ben trong doanh nghiep.

Sur ph6i hgp nay cho phdp nang cao hieu qua hog Ong, ding alai tang mirc dO hai long cita khach hang va d6i tac. Vi du, khi khach hang lien tvc d6n xem website, CRM cho phep phan tich cac san pham ma khach hang quan tam va hanh dOng mua sam cua ho. Ding ths;:ri khi khach hang at hang, cac thong tin vt dart hang dugc xir ly to Ong de chuytn den cac nha cung cap nham t6 chirc thvc hien dan hang hieu qua nhat.

5.4.3. Cdc char nang chii yin cda he thong SCM

Dti von cac cong ty, SCM c6 vai tre rat to lon, bad SCM giai quyet ca dau ra fan dau vao cua doanh nghiep mot cach hieu qua. Nh6 co tht thay cmi cac nguin nguyen vat lieu dau vao hoac tti tni hod qua trinh luan chuytn nguyen vat lieu, hang hod, dich vv ma SCM co tht giftp fiat kiem chi phi,

tang kha nang canh tranh cho doanh nghiep.

CO khong it cling ty da gat hai thanh ding lan nhir bitsoan thao chitin lugc va giai phap SCM thich hop, nguqc lai, co nhitu cong ty gap kho khan, that bai do dua ra cac guy& dinh sai lam nhu chon sai nguin cung cap nguyen vat lieu, chon sai vi tri kho bai, tinh toan lugng du tit khong phit hgp, t6 chirc van chuytn rac r6i, citing cheo...

281

Ngoai ra, SCM con 118 trg dac luc cho hoat dOng tiep thi, dac Net la tiep thi hZin hop (4P: Product, Price, Promotion, Place). Chinh SCM long vai tra then chit trong viec dua san pham den dung nori can den va vao dung thori diem thich h9p. Muc tieu lon nhat cua SCM la cung cap san pham/dich vu cho khach hang vii chi phi thap nhat.

Diem dang luu y he thong SCM hira hen tong buck nang cao hieu qua hoat &Ong san xuat cua ding ty va tao dieu kien cho chien lugc thucrng mai dien tir phat trien. Day chinh la chia khod thanh ding cho B2B. Tuy nhien, nhu khong it cac nha phan tich kinh doanh da canh bao, chi& chia khoa nay chi thuc su phuc vu cho viec than biet cac chien lugc dkra ten he thong san xuat, khi chung tao ra mOt trong nhang mei lien ket trong yeu nhat trong day chuyen cung

Trong mOt ding ty san xuat luon ton tai ba y6'11 t6 chinh cua day chuyen cung tit* nhat la cac buac khi dau va chuan bi cho qua trinh san xuat, huang tai nhiing thong tin tap trung vao khach hang va yeu cau ctia h9; thir hai IA ban than chirc nang san xuat, tap trung vao nhirng phuong tien, thiet bi, nhan luc, nguyen vat lieu va chinh qua trinh san xuat; thir ba IA tap trung vao san pham cuei ding, phan phei va mOt Fan nfra huOng tai nht-mg thong tin tap trung vao khach hang va yeu cau cua h9.

Trong day chuyen cung Ung ba nhan t6 nay, SCM se dieu phei kha nang san xuat có giori han va thuc hien viec len ke hoach san xuat - nhimg ding viec doi hoi tinh dir lieu chinh xac ye hoat &ling tai cac nha may, nham lam cho ka hoach san xuat dat hieu qua cao nhat. Khu vuc nha may san xuat trong ding ty dia doanh nghiep phai la mOt moi tnrong nang ding, trong do su vat dugc chuyen hod lien tuc, ding th6i thong tin can dugc cap nhat va phi bin tai tat ca cac cap quan ly ding ty de ding dua ra quyet dinh nhanh chong va chinh xac. SCM cung cap kha nang trvc quan hoa doi vai cac du lieu lien quan den san xuat va khop kin day chuyen cung cap, tao dieu kien cho viec thi tru hod san xuat dung Ific bang cac he thong sap xep va len ke hoach. No ding mang lai hieu qua tei da cho viec du tin s6 luting nguyen vat lieu, quan lY ngutin tai nguyen, lap ke hoach dau to va sap xep hoat ding san xuat cila ding ty.

282

MOt tac dung khac cua viec img dung giai phap SCM la phan tich du lieu thu thap dugc va hru frit h6 so vai chi phi thap. Hog dOng nay nham phut vu cho nhang muc dich lien quan den hoat d'6ng san xuat (nhu clit lieu ve th6ng tin san pham, du lieu ve nhu cau thi tnramg...) de dap img doi hoi cua khach hang.

5.4.4. Phfin itch cac bai hoc v'd ling dyng SCM thfinh ding

5.4.4.1. Quan 4', hang luu kho cua nguai ban

Thong qua he th6ng quan 1ST kho hang cira nguCii ban (Vendor Managed Inventory -VMI), nguoi ban le day trach nhiem xac dinh thoi diem dat hang cho nguiyi ban theo cach nay, nguori ban le se cung cap thong tin thuc to (real-time) ve diem ban hang (POS), hang trong kho... va dinh mirc can dal hang b6 sung. Lugng hang dat b6 sung ding dugc xac dinh tnrOc va do nguai cung cap de xuat. Theo phuong phap nay, ngu&i ban le khong con chiu ganh nang quan 1ST kho hang, du bao nhu cau cling se de dang hon, nguai cung cap cling nhin thay nhu cau tiem nang cho tong mat hang hulk khi mat hang dugc yeu cau, khong con don dat hang tir phia nguai ban le, luting hang luu tai kho nguOi ban le duce duy tri a mire rat thap, va viec thieu but hang trong kho ding it xay ra. Phucmg phap nay dugc Wal-Mart khi xuang tir nhang nam 1980 va dugc thuc hien tren 4 th6ng EDI. Hien nay, he th6ng dugc thuc hien bai CFPR voi cac phan mem chuyen dung.

5.4.4.2. Chia se thong tin girza nguai ban le va nguai cung cap: Wal- Mart va P&G

Viec chia se thong tin gicra cac d6i tac, ding nhu cac b6 phan ben trong doanh nghiep la can thik de dam bao SCM thanh ding. He th6ng thong tin can dugc thiet 1(6 de viec chia se thong tin thuan tien nhat. MOt trong nhfing vi du thanh cong dien hinh nhat la su chia se thong tin giila P&G va Wal- Mart.

Wal-Mart cho phep P&G truy cap vao he th6ng thong tin ban hang

cua tAt ca cac san pham P&G cung cap cho Wal-Mart. Thong tin dugc P&G thu thap hang ngay tir tAt ca cac cira hang dm Wal-Mart, va P&G sir dung nhcing thong tin nay de quan 1ST viec cung cap hang b6 sung cho cac cira hang cira Wal-Mart. Bang viec cap nhat th6ng tin thu6ng xuyen, P&G c6 Ice hoach chinh xac khi nao can cung cap san pham den cac cira hang dm Wal-

283

va khi nao can to chirc san xuk. TAt ca cac hoat Ong deu dugc tu Ong hoa; Lgi ich 16n nhA't doi vdri P&G la thong tin chinh xac ve luvng cAu tren thi truemg; Lgi ich lan nhAt dii vOi Wal-Mart la hrong hang lieu kho hop VI.

5.4.4.3. Phai hop girt(' ngueri ban le va cung cap: Target corporation

Target Corporation (targetcorp.com) la mot tap doan ban le Ion teen the giai (chit so' halt cac ding ty nhu Target Stores, Marshall Field's, Mervyn's va Target Direct). Target Corp can to chirc cac hoat ding kinh doanh vori 20.000 dii tic. Nam 1998, eking ty thiet lap mang extranet ket not v&i tit Ca nhfing doi tac nay. Tir do cho phdp cac dii tic king chi giao dich ma con thuc hien dugc cac giao dich truck do king thuc hien dugc tren nen EDI. He thing thong tin nay dugc xay dung tren co sa he thing cita GE (InterBusiness Partner Extranet — geis.com) cho phep giao dich dien tir v6i tit ca cac dii tac ding thOi ding cho phdp khach hang tao cac website rieng cita minh.

5.4.4.4. Gicim chi phi lieu kho va van chuyen: Unilever

Unilever sir dung he thing 30 nha chuyen char vdri kit& hum 250.000 chuyen hang mOi na'm. Unilever sir dung co sir dit lieu TBC (Transportation Business Center) de len ke hoach nhan hang tai nha san xuk va ch6 den cac dia diem ban le. TBC cung cAp cho nha chuyen char cac thong tin can thiet: ten, dien thoai, gib lam viec, dia diem giao hang va cac thong tin khac. TAt ca cac thong tin ngued chuyen ch6 can de thuc hien viec nhan va giao hang dugc cung b6 24/7. TBC ding giup Unilever to chirc va to ding Ma viec hp chip cac nha chuyen char thong qua cac hop ding va cam IC& gita cac ben. Khi nha chuyen char chinh king the thuc hien viec chuyen char, TBC AT ding chuyen sang cac nha chuyen char thay the.

5.4.4.5. Giam chi phi thdt Adaptec, Inc.

Adaptec, Inc. (adaptec.com) la mgt nha san xuAt chip dien tir lon chuyen cung cAp linh kien cho cac nha san xuAt thiet bi dien dr. Cong ty thue ngoai cac hoat Ong san xuAt va chi tap trung vao nghien ciru va phat trien san phAm mOi. Viec outsource dat ding ty vao the bk lgi so v6i cac ding ty canh tranh khac ye Wang luc san xuAt va th6i gian giao hang. Tren

284

thuc to Adapter mat 15 tuan de thpc hien giao hang, trong khi cac d6i thu canh tranh mat 8 tuan de thuc hien dan hang tuang tu.

Thed gian giao hang dai han do Adaptec phai ph6i ket hop hoat dOng thiet ke gifra trp sa chinh tai Califonia va cac nha may tai Wong Kong, Nhat va Dai Loan. De giai quyet van de nay, Adaptec xay dung he th6ng mang extranet de tich hop cac nha cung cap va to dOng hoa quan 1Sr cac hoat dOng san xuat.

Lai ich not bat ciia he tilling mai la giam theri gian can thiet de tao, truyen va xac nhan dan hang. Adaptec co the giao dich vai tat ca cac nha cung cap ve nguyen lieu, san xuat, thanh toan va giao hang. Ben canh viec xir 1Srcac giao dich dien tir, Adaptec con giri va nhan cac ban thiet ke de cac nha san xuat tham gia ph6i hgp phat trien san pham mai. T6c dO giao tiep nhanh doi hoi Adaptec phai thay ai quy trinh ra quyet dinh vai yeu eau dua don hang vao san xuat sau 2 tuan, ket qua la giam dugc then gian thpc hien dan hang tir luc dat hang den luc giao hang la 10 den 12 tuan.

5.4.4.6. Giam chi phi phat trien san phOm mai: Carterpillar, Inc.

Caterpillar, Inc. (caterpillar.com ) la mot nha san xuat cac thiet bi hang nang hang dau the giai. Theo mo hinh hoat dOng truyen th6ng, then gian thuc hien don hang dai do qua trinh luan chuyen cac chimg tir gitra cac giam d6c, nhan vien ban hang, nhan vien ky thuat... De giai guy& van de nay, Caterpillar ket not cac phong san xuat, thiet ke vai cac nha cung cap, phan ph6i, nha may va khach hang tren town cau vai nhau. Khach hang ding c6 the sir dung mang extranet de truy cap cac thong tin ve don hang khi cac thiet bi dang trong qua trinh lap rap.

Cac nha cung cap cep the cung cap cac thiet bi, linh kien trpc tiep den cac don vi lap rap. He th6ng thong tin nay ding dugc sir dung a tang hieu qua bao tri va sira chtra.

5.9.5. Cdc phan mem tkng dung trong quan ly di& cung ring

5.4.5.1. EDMS — Qua?: ly he thong phan phi (Enlisted Distribution management system)

EDMS — Giai phap quan 1S, he th6ng phan ph6i hang dau do d6i tac Newspage (Singapore) phat trien. EDMS dang dugc nhieu doanh nghiep

285

- Kho hang di dOng (Van Sales)

- Nhan dim dat hang (Pre Sales)

- Mua ban

- Ke toan ban le

- Kim soat kha nang chi tra

- Kinh doanh bang may ban hang to Ong

- Quan 4, thong tin khach hang (CRM)

- Quan ly viec phan ph6i hang him theo vang

- Lap ice hoach va quan ly cac tuyen ban hang

- Phan ph6i hang Me

- Quan 15, tai chinh

- Quan15, nha phan phi

- Quan ly kho

- Cac bao cao va thOng ke kinh doanh

qu6c to c6 he th6ng phan ph6i rung sir dung hieu qua nhu: Colgate — Palmolive, Carlsberg, L'Oreal, Fuji Xerox, TNT... Dac Net, vii to each la d6i tac dOc quyen cua nha cung cap Newspage, CMCSoft hien dang trien khai cho he th6ng phan phi gan 100 diem dm Colgate — Palmolive tren toan qu6c tai Viet Nam.

EDMS (Express Distributor Management System) dA duqc minh chimg la mOt img dung hoan town thich hop vii cac mo hinh kinh doanh c8 he th6ng phan ph6i yoi cac nghiep vkinhu:

Cac img dung ten nen EDMS có the hoat dOng dOc lap ding thei c6 kha nang tich hop chat the de tao thanh giai phap hoan chinh, tong hop, tin hoc h8a cac cong tac hanh chinh, nghiep vu khac nhau. Va neu dugc phat trien mOt each hoan chinh, EDMS se la mOt img dung tren thiet bi di dOng (mobile, palm...) co hieu qua hang dau. Diem n6i bat la kha nang tich hop vao nhimg he th6ng ERP san c8 (SAP, Oracle,...), giiip cac doanh nghiep phat huy het kha !fang va nang cao nang luc canh tranh cua minh.

Lqi ich ciia Express DMS

Express DMS mang den nhitng 19i ich kitting 16 cho viec quan 1$/, cho cac dai dien ban hang (Distributor Inchard) va khach hang veri cac uu diem:

- Co kha nang tich hop vao he th6ng ERP

- Quy trinh ban hang di rang va th6ng nhat.

- Giant viec quan Ur bang giay de giam t6i thieu nhfing 18i trong qua trinh nhap lieu.

286

- Cung cap Vim nhin tot hat ve thi twang va cac hoat d6ng kinh doanh.

- Xay dung m6i quan he vfmg chic

- Tang cuing su tuang tic trkrc tiep vbi khac hang.

- Lam tang su hai long dm khach hang bang nhimg dich vu cuc Mt.

- Thai gian ddp irng nhanh hat.

- Luon có thong tin vai than gian thuc lam tang hieu qua cila viec dua ra cac guy& dinh.

- Hieu r'O han ve nhu ciu, xu huang va thong tin thi tnrong.

- Cai thien hoat Ong cua nha phan ph6i.

- DOi ngii ban hang hoat dOng co hieu qua hat nha nhimg cong cu lam san sang va thong tin luon dau ngon tay cua hg.

5.4.5.2. Phcin Mem Quern 4 Phan Phai HW-DMS

He th6ng phan phi cung cap ding cu quan ly cac hoat dOng phan phi cua Doanh nghiep bao g6m cac hog dOng mua hang, ban hang, hod din chimg tir xuit nhip, phan tich ban hang, Lich trinh giao va nhin hang, hoach dinh kenh phan ph6i, quan ly gia ca va cac chinh sdch giam khuyen mai...Cac module dm quan VT phan phi dugc ho trq bai viec quan tri chit luting san phim, quan tri san xuit, tai chinh tao thanh giai phap tich hop, 116 trg nha quan tri trong m9i phuang dien a dua Doanh nghiep len tam cao

He th6ng plan phoi hO trg cac Doanh nghiep co nhi6u don vi thanh vien, viec d6ng bot:i hod dir lieu gift cac din vi thanh vien giftp cho cac nha quan VT nhanh ch6ng xay ch..mg ke hoach san xuAt, ke hoach phan ph6i hang hod, tang cuang moi quan he vOi nha cung cap, nang cao dich vu khdch hang, dAy math kha nang canh tranh cua Doanh nghiep tren thucmg twang.

116` trg giai phap chuy6n d6i dir lieu dien tir (EDI), tien den ket hgp chat the voi cac giai phap quan tri cua nha cung cap, cua khdch hang. Di6u nay so tiet kiom rat nhi6u thad gian, giam thi6u sai sot trong qua trinh nhap lieu,.. Cac chirc nang cua quan ly Phan ph6i:

- Mua hang va cac yeu ciu mua hang

- Bang chao gia

- Ban hang

287

- Giao hang

- Cau hinh san pham

- Phan tich ban hang

- MO hinh quan 1S, gia

- Quan 1Sr thucmg mai

- D6ng 1)0 hoa dit lieu N th6ng phan ph6i

- Chuyen d6i hoat Ong nOi b0

- Ke toan

- Logistic

5.4.5.3. XMan-SCM (XMan - Supply Chain Management)

LA phan mem dugc thiet ke va xay dung dua ten nhu cau quan cac ding ty co he thtmg, cac kenh phan ph6i va mang hroi dai 1Sr ban hang rOng lon, so luting giao dich nhieu, doanh thu hang nam cao, nhu cau quan ly s6 lieu tap trung &Ong nhat, kha nang tong hop va phan tich dir lieu tir cac ngutm nhu eon kho, doanh s6 ban hang, ding no phai thu/phai tra,... mOt cach nhanh chong tic thai va chinh xac. Phan mem XMan-SCM dam bao su tham gia rOng raj va chir dOng, tich cuc cua toan b0 luc luting lao Ong ciia doanh nghiep, ke ca can b0 quan ly fan ding nhan, nhan vien bye tiep san xuat hoac cung cap dich vu cho khach hang. Do vay, khi thuc hien quan ly chut)i cung img, dich vu khach hang dugc ma rOng va doi hoi chat luting cira no phai dugc nang cao, hoan thin kh8ng ngimg. Phan mem XMan-SCM la mOt phan dm he th6ng quan tri ngutm luc doanh nghiep (ERP) XMan bao g6m tat ca cac phan he nhu phan he ice toan tong hop, phan he nhan su lien luting, quan 1ST tai san, quail tri san xuat,...

Quan ly Chut)i Cung img tich hop nhieu khau trong quan ly nhu Marketing, san xuat, mua hang, phan ph6i, he th6ng thong tin trong quan

Quan l$7 chulA cung img la mot cong cu quan lSt hiru dung va dugc xem nhu mot y6u t6 canh tranh trong kinh doanh bOi vi ngay nay su canh tranh nay khong con dien ra glib hoat dOng cua doanh nghiep nay va doanh nghiep khac ma la su d6i dau gifra chutii cung img cira doanh nghiep nay voi chutii cung img caa doanh nghiep khac.

288

Voi XMan-SCM nguei dang c6 the:

• Quan ly dir HO tap trung tren toan bO he th6ng kenh ban hang

• De dang giam sat va theo doi tinh hinh hog dOng cua tirng diem ban hang, tinh hinh luu kho, cong ng, chi phi, khach hang,...

• Quan ly h6 so khach hang (ghi nhan lai toan bO giao dich cua tirng khach hang)

• Cho phep dp dung nhieu chinh sach ban hang linh hog nhu khuy6n mai theo mat hang, nh6m hang, don hang, thorn khach hang, th6i gian,... Chit khu theo tirng don hang, quan ly gia ban cho timg mat hang,...

• Phan tich th8ng tin a quan ly va theo dOi nhitng vi'ec can lam, chang han cong viec din ra vOi khach hang nao, trong bao lau, thuOc du an hay d6 tai nao, do ai chiu trach nhiem...

• Phuong phap tinh hoa h6ng cho khach hang linh hog theo nhom khach hang, theo khu vut, theo doanh s6,... tuy theo timg doanh nghiep

Xay dung chu trinh ban hang va chitin lugc kinh doanh dinh huang khach hang

• Thao tac de dang, tien lgi va nhanh chong

• An toan bao mat cao tren toan he th6ng

MOt s6 Module chirc nang dien hinh cua he th6ng SCM:

Quin ly Sales & Marketting

• Xay dung va phan tich cac k6 hoach kinh doanh

• Xay dung ice hoach va tri6n khai cac hoat Ong tip thi.

• Quan ly thong tin can thi6t ve nhang du an ma DN can lap k6 hoach va trien khai.

• Quan ly, tip nhan va xir ly th8ng tin to khach hang ten mOi ran giao dich.

• Quan ly danh sach cac nhan vien theo timg du an.

Hg thOng danh muc

• Bao cao khach hang ti6m nang

• Bao cao 'dr ly nhang thong tin ciia timg khach hang vao in& thoi di6m

• Bao cao ban hang tong hop theo nhom hang

• Bao cao va pha'n tich thong tin san ph'A'm

• Bao cao hoat dOng kinh doanh cua timg nhan vien theo timg hop dong, timg nhom khach hang, timg khach hang

289

• Quan ly va dao tao nhan vien

• Phan tich gia tri cua khach hang nham xac dinh cach thirc thay d6i ve gia ca, chit luting

• Quan ly theo dOi hop ding

• Theo dOi cac chitin lugc kinh doanh, phat trien san phim

• Phan tich nhang loi the va rid ro trong chitin ltroc kinh doanh

• Bao cao Nhap-XuAt-T6n hang hod

• Bao cao cong no khach hang tong hop

• Phan tich no theo tiled gian

• Bao cao va theo doi cong ng khach hang chi tiet theo timg khach hang, theo dim hang, hod don ban hang, theo hop ding

• BA° cao chi tiet ngu6n thu hang ngay theo don hang, hod dim ban hang

• Bao cao phan tich cong no khach hang theo tiled gian va theo gia tri tien hang

Quin 157 cong tic bin hang

• Xay dIrng m6i quan he khach hang.

• Quan ly thong tin phan h6i cua khach hang (tier, xtic tivc tiep, phat phieu die'u tra, website, e-mail, dien thoai...).

• Phan loai khach hang trem nang.

• Quan ly va lap ke hoach cho timg loai khach hang.

• Di; bao doanh s6 ban hang cho tirng khach hang, nhom khach hang, hop dong.

• Danh mvc loai khach hang, Nhom khach hang.

Quin 1ST Doanh thu/Chi phi

• Quan 1ST doanh thu cho timg loai hop ding den timg khach hang.

• Quan 1S, Chi phi hoa h6ng cho tirng loai hop ding den khach hang

• Quan 1)", Doanh thu/ chi phi khac

• Phan tich danh gia hi'u qua lam viec caa phan vien, ki'em soat cac hog ding ban hang.

• Phan tich cac yeu t6 chi phi theo Bang thIrc d6 thi anh huOng den tinh hinh hog ding kinh doanh cua doanh

290

• Danh muc tirng loai san phAm.

• Bieu (tang kST chinh sach hoa hOng.

Quin IS, hang hoa

• Quan 1ST hang hod theo ma hang, loai hang, nhom hang

• Quan 1ST ten kho hang hod cho tirng kho hang, dia diem ban hang, tong nh6m hang

• Quan 1ST nhieu dan vi tinh khac nhau cho mOt chimg loai hang hod

• Quan 1ST gid mua vao, gid bdn si, ban le cua tirng mat hang

• Gid xudt ban theo nhieu loai: Nhdp tar& xudt truck, chi dinh dich danh, binh quan thong

• ThuOc tinh hang hod do ngu6i dimg tu dinh nghia: len den 5 thuOc tinh va c6 the ma rOng them trong tnr6ng hop can thiet

Quin tri he thong

• Danh muc Chirc nang cua XMan-CRM

• Danh sach Nhom nguai sir dung (Roles)

• Danh sach Nguei sir dung (Users)

• Phan quyen sir dung chirc nang

• Phan quyen quan 1ST theo Udell hang

• Phan quyen quan 1ST theo diem ban hang

• Phan quyen khai tilde bao cao

• Bang ky cac cau thong bao he thOng •

5.4.6. Tich hop chit& cung frng viz quan lrf ngujn lure doanh nghtep

Tren the giOi hien nay dang c6 rat nhieu tap doan lon trien khai va sir dung tron goi giai phap ERP cho hoat dOng quan 1ST san xuAt kinh doanh ten hai linh vuc: San xudt va Kinh doanh dich vu. Thuc to da chirng minh dugs rang, su ph6i ket hop eta ERP va SCM dem lai cho cac cong ty nang luc canh tranh cao han, dong thoi the hien rang day la linh vuc co nhieu tiem nang phdt trien va dau tu. Theo cac cuOc tham d6 do hang nghien ciru thi tnrOng Meta Group tien hanh vOi su tham gia dm 63 ding ty, chi phi trung binh cho mOt du an ERP (bao gom phan mem, chi phi nh'an cong, tu van va phAn cirng) se vao khoang 15 trieu USD. Mac di' cac du an ERP phirc tap va

291

co gia tri lorn, nhung neu dugc trien khai phu hop va khoa hoc, chimg se dem lai nhang lgi ich khong nho. Cu the, neu dugc trien khai town b0, mOt he thOng ERP co the giiip cong ty tiet ki'em trung binh hang nam khoang 1,6 trieu USD. DOi voi cac nha quan tri, ERP la ding cu dac luc de quan IS/ tap trung town bo hoat dOng san xuat kinh doanh. ERP con giitp doanh nghiep danh gia khu vuc tap trung nhieu khach hang, danh gia nhUng loai hinh dich vu ma khach hang ua thich sir dung... Ben canh d6, ERP con mang lai nhieu lgi ich khac voi cac tinh nang nhu: phat trien kha Wang mua ban, dat hang hay dang 14 dich vu tivc tuyen, dieu ph6i toan b0 gia Ca cho cac du an, theo dOi, quan 1S, va sir dung tai san, xac dinh quyen han va tranh nhiem cita timg ca nhan tham gia h'e

5.4.7. Phan tick bai tap tinh huong

5.4.7.1. Safeway phai hop thiet ke chuai dm hang bang cach lien ket chuai cung t:rng trong not b:6 doanh nghiep

vAn d6

Safeway Plc, mOt nha ban le ion tai UK (cong ty con dm Morrison Supermakets), moi nam xay dung them khoang 10 cira hang va doi moi khoang 100 cira hang khac. Trong b6i canh canh tranh kh6c liet voi nheing sieu thi khac, cong ty can quan 1S, viec xay dung cira hang mai h9p 1S, de dap img thai gian va ngan sach. Citing viec nay thuc su khong dcm gian khi hang tram nhan vien phai phoi hgp voi hang tram nha cung cap trong qua trinh thiet ke, xay chmg va quan ly cac trang thiet bi.

Tnrac day, viec giao dich dugc thuc hien qua cac phucmg tien truyen th0ng va thy dien tir, qua trinh nay cham va khong hieu qua vi cac cira hang phan b0 reng khap nuac Anh, Scotland, Wales va Bac Ireland. Ben canh do, Safeway con phai xay dung cac ding trinh cong cong khac nhu trtrOng hoc, cau, duang mien phi cho cac dia phucmg de di lay dat xay cira hang. Cac loai cong trinh khac nhau lam tang tinh phirc tap cita viec quan 1y cac cong trinh.

Giai phap

Sir dung giai phap quan 157 du an truc tuyen Buzzsaw (autodesk.com)

cong ty co the Mt cac tai lieu du an tai mOt diem an town de moi nguoi

292

lien quan c6 the truy cap. C6ng thong tin nay cho phep cac phong ban ben trong cong ty va cac d6i tac ben ngoai (nha xay dung, to van, kien trac su, ky su xay dung...) co the truy cap.

Nguai sir dung c6 the xem cac ban ve, thay dOi va trao dOi v6i nhang ngu6i lien quan. Buzzsaw ding to dOng kiem tra va thong bao nhang thay d6i dugc thkrc hien.

Ket qua

Viec giao dich da giam tir 2 den 3 Man xu6ng con 5 den 10 phut. Hcm ntra, do qua trinh thiet ke nhanh, cac thiet ke deu sir dung nhang thanh tkru mOi nhat. Cac sieu thi deu c6 the sir dung nhang thiet k'e mm that. Buzzsaw cho phdp cac cira hang cila Safeway can &au teen thi tnr6ng.

MOt lqi ich cua he th6ng la giam tiled gian di lai cua cac ky su, kien true su. Chi phi di lai giam 10-15%. Chi phi in an giam 30%. Thai gian thkrc hien du an giam tir 6 thang xu6ng 3 thang. Thay d6i thi6t ke giam tir 1-2 ngay xu6ng con 5-10 phut.

Viec ph6i ket hgp cho phep ngueri dimg nam bat cac thong tin quan trong d6ng theri cho phdp xac dinh th6i diem ra quyet dinh hgplInhat.

5.4.7.2. Chuji cung 672g dig Cisco: Thanh cong & thcit bgi

Doi voi tat ca gigi kinh doanh va san xuat, thanh cong cim Cisco khien moi nguoi kinh ngac vi thkrc to Cisco System khong san xuat cac thiet bi phan ding cua ho, Sing thOi el-mg khong viet cac phan mem cua minh. Tat ca cac hoat dOng nay deu dugc thue ngoai (outsource). Ve co ban, Cisco chi thiet ke san pham, nghien cim va phat trien; tat hang cac nha san xuat theo dung thiet ke da hoan thanh; sau d6 tap trung vao marketing va ban hang. Khi khach hang quyet dinh mua hang cua Cisco, hop d6ng mua ban dugc thanh lap, Cisco se chuyen hgp d6ng trkrc tiep den nha cung cap va nha cung cap se true tiep giao hang den cho khach hang. Nhirng nha cung cap dm Cisco va nha cung cap cila nhang nha cung cap nay tharn chi cling lam viec voi d6i thu dm Cisco. Wing th6i, khach hang dm Cisco ding c6 the mua hang tir Cisco hoac tir cac nha cung cap caa ho.

He th6ng tren xem ra hoat dOng rat tot va lqi nhuan cim Cisco tang

293

nhanh va gia c6 phieu dm Cisco ding vay. Tuy nhien, thong 5/2001, Cisco

tuyen b6 khoan ng 2.2 tS7 do la my tri gia hang luu kho, nguyen nhan chinh

dugc cac nha phan tich chi ra la do that bai trong tich hap he th6ng cung

cap. Van de c6 ngu6n g6c tir khach hang cila Cisco, uac tinh nhu cau cao va

kha nang thieu but lem nen dat hang tai ca Cisco va d6i thu dm Cisco \Teri Sr

dinh mua tir nha cung cap nao nhanh hcm va re hon, khi do se hily don hang

tir cac nha cung cap con lai. Khong biet dugc tinh hinh ve cac don dat hang

thing lap nay, he th6ng cung cap dm Cisco dua ra du bao ve nhu eau rat lOn.

Cac nha cung cap dm Cisco ding tranh thieu but linh kien bang cach dat

hang vai s6 luting lan tir cac nha cung cap dm ho. Cac nha san xuat linh

kien ding khong biet dugc van de dat hang trOng lap nen lien hanh san xuat.

Khi thuc hien don hang, thuc to Cisco nim gift so luting thiet bi nhieu gap

ba Ian luting hang c6 nhu cau thuc te. Do dac thu cong nghe lac hau nhanh,

nhftng thiet bi nay nhanh chong tra thanh mon hang vo gia tri.

Bai hoc that bai dm Cisco cho thay tam quan trong cua viec uerc tinh

chinh xac nhu cau thi tn.rmg. Neu nhang trac tinh ban daft lchong chinh xac,

cac tinh toan sau nay se tiep tuc dua ra ket qua sai lam.

Cisco sira sai bang viec cai tien he th6ng cung cap thong qua ding eHub, cong nay cung cap cac thong tin minh bach den tat ca cac ben tham

gia vao chutii cung cap cong nay do Viacore.net quan ly voi nhieu tiem nang

cai tien du down nhu eau thi tnrOng.

5.5. Ung dung cong ngh0 thong tin vao quan to ngtiOn hrc doanh

nghib

5.5.1. Ring quan v'd ERP

ERP - Enterprise Resourse Planning la phAn mem tren may tinh co

chirc nang 118 trg va to &Ong hod toan bO hoat dOng nghiep vu cua m9i than

vien trong doanh nghiep nham muc dich nang cao hieu qua hoat dOng va

hieu qua quan 1ST toan dien cua doanh nghiep. CO the hieu don gian ve ERP

la phan mem phpc vu tin hoc hem tong the doanh nghiep.

294

Hinh 5.13. Mo hinh quan he tong the gifra ERP, CRM va SCM

SCM Mua sam, thue ngoai 2

,g aa 0'

ERP Quy trinh nQt be• DN 41--• 40.

CRM Marketing, ban hang, dich vu

oti>

z

• ..•••

Khach hang

Nguan: O'Brien, James, Introduction to Information Systems, 12e, 2005

Tren flux ye, khai niem ERP theo chuan quOc to giai han trong pham vi hoach dinh tong the cac nguOn Luc doanh nghiep, cac nguOn luc a day bao gom nhan luc (con nguai), vat luc (tai san, thiet bi...) va tai luc (tai chinh). Ith(15i bong ding viec trong hoach dinh va sir dung cac nguOn luc cua doanh nghiep chiem phan 16n trong toan b'O hog dOng cua doanh nghiep nen ERP la N thOng phan mem rat lon. Cac chirc na'ng co ban cua ERP gOm: Quan tri nhan luc, quan tri tai chinh, quan tri san xuat, quan tri nguOn cung, quan tri hog dOng kinh doanh, quan tri quan he khach hang.

5.5.2. Trian khai dp. an ERP

5.5.2.1. Quan tri du an ERP

He thOng Quan tri nguOn luc doanh nghiep (ERP) hay he thOng thong tin quail tri ve co ban se thay d6i toan bO he thOng thong tin trong doanh

295

nghiep va tac dOng den hai kh6i ngu6. n luc cua doanh nghiep: cong nghe va con nguai. Khi trien khai ERP moi thanh vien trong doanh nghiep deu c6 kha nang bi tac dOng, tuy nhien, trong mot s'6 tru6ng hop, nguai trien khai khong luomg truac mire dO tac dOng den tong ca nhan trong to chirc va dieu nay co the dAn den nhitng kho khan cho viec trien khai ERP do su thieu hieu biet va h9p tac cua nhimg ca nhan nay. DA c6 nhtmg du. an ERP do quan 15r khong tot nen dA dAy mot nha san xuat hang dien tir den nguy co dong cira nha may.

RAt kho lucmg h6a ducic ty le gifta con nguen va cong nghe trong trien khai ERP vi trong du an loaf nay c6 su ket hop vira phirc tap vira tinh to gifra phAn cuing, phAn mem, nguai quan ly va nguai sir dung. Trung binh mot du an ERP lien quan den hang nghin dAu viec, dit trien khai mot module hay nhieu module, su thOng nhAt gifta cac module dei hoi su quan Ur chat the va th6ng nhAt de dam bao su thanh cong cua du an.

Cac cong ty IT va to van da tien hanh dieu tra cac du an ERP va rat ra ket Wan rang quy mo du an la yeu t6 kho khan &Au tien, tiep den la cac yeu

to ye con nguai.

Bang 5.4. Cac hoat dOng trien khai h? thOng ERP

Quan 1)', Thay d6i Trien khai Van hanh Dich vu Dao tao

Quin 15, du Quan l5r su Quin l5r su - Trung Dich vg ha - Dao tao an thay d6i thay dOi tam du. tang va va chuyen

- Ke hoach - TAm nhin - GOi tich HO Ong nghe giao Ong

chi tiet va lich trinh

va sir menh kinh doanh

hop (SAP, Oracle, JDA,

- Phat trien Ling

- Lip (tat/ di)/ bien va

ngh ''

- Phat trien

- Ke hoach - Phan tich Peoplesoft.. dung va bao tri ky nang va

giao tie') quy trinh - Xay dung bao tri Dich vu kien thirc

- Quan 15, tieu du an

- Lua chon gOi giai

ha tang co. s6

- Xay dung

- Quan l5r trung tam

phAn mem _ Lo ice

- Dao tao nguai sir

- Kiem PUP giao dien mang hoach/ thiet dung cuOi:

sok quy - Tai co - Tich hop - Van ke/ cal dat + Dao tao

mo du an du quy vai dii lieu hanh va Illi - Quan 15r nguai lAnh

296

Quan 1 , Thay dOi Trien khai Van hanh Dich vu Dao tao

- Kim soat tai chinh

- Giam sat

dy an va quan 1)", chAt luvng

trinh kinh doanh

- Phan tich chirc rang

phAn mem/ thyc to DN

- Phan tich dien hinh nganh KD

- Thu. nghi6rn m6

hinh

- Thi6t 1(6 chinh sach va guy trinh

- Danh gia

mitt d6 san sang

- Thiet ke

to chirc tong

th6

- Ke hoach k6t not

quan 1)", kho

- Kinh doanh dien dr .. Tinh bac)

kinh doanh

_ He th6ng mang:

• A A + Thiet ke

+ Trion khai

+ Ch4y thir

trq 116 thong mang da cap: to

chung

Quan Ill 4 thOng

- Quan V,

mang Internet

- Dich vu 118 trg khach hang

- Kh6i phuc hong

hoc

- Dich vu

14 lap 141

dao

+ Dao tao

dao tao cap

dtrai

Tir mo hinh ten to thAy trien khai he thAng ERP la mot qua trinh dien ra lien tuc, tir quan ly du an, quan lY su thay doi, trien khai van hanh, dich vu hO trq ten dao tao va chuyen giao cong nghe. Doi hoi moi than vien trong doanh nghiep phai tham gia vbi su ph6i hcrp cao nhAt a trien khai dirgc he

tilling tang the cho doanh nghiep.

297

Bang 5.5. Multi van de 16.n nhat trong trien khai dkr an ERP

STT vAn de

1 Quy mO du an

2 Nhan su thuc hien

3 Quan tri riii ro

4 Ke hoach va thoi han thuc hien

5 Ngutm von

6 Chinh sach ciia t6 chirc

7 Ca hei kink doanh

8 Thieu sot khOng lutyng truac

9 Giao dien

10 Thich nghi vai thay d6i quy trinh lam viec

Ngudn: Tac gia ttrtejng h9p 2008

Theo ST kien dm Eden Prairie, Minnesota Gartner Institute, su khac biet gicra thuc to va kST vong d6i voi loi ich cua ERP, th6i gian trien khai bi keo dai han so vai du kien, them chi met s6 module bi huy b6 la nhang nguyen nhan that bai dien hinh cua cac du an ERP.

5.5.2.2. Lap bao cao tien kha thi

N6u tiep can duOi goc de la met khoan &Au to thi viec chu deu to yeu c'au lap bao cao tien kW. thi de can nhac hieu qua ding nhu nhimg kh6 khan c6 the gap phai khi'trien khai du an ERP la can thiet va dung dan.

Co hai tn.remg hop ma chfi dau tu can lap bao cao tien kha thi. Met la do yeu cAu v'e phap 1ST: cac t6 chirc chinh phu, cac doanh nghiep nha nuac khi mu6n trien khai met du an cong nghe th6ng tin c6 gia tri lan buec phai qua buoy nay nhu la met trinh to khong the thieu cua &Au tu xay dtmg ca ban. Hai la, do dan vi co ca cau t6 chirc qua phirc tap, qua nhieu nghiep vu dac tha, nhieu he th6ng con can thay the va tich hop, doi hOi phai c6 su dinh lugng 1'6 rang ve giai phap va 10 trinh then khai.

298

Trong Ca hai truorng hop, trinh to dm du an thuong la:

(i) Lap bao cao tien kha thi;

(ii) Tharn dinh bao cao;

(iii) Trinh cap c6 thAm quyen phe duyet;

(iv) T6 chirc dau than chon nha trien khai giai phap.

Neu viec lap bac, cao dugc thud ngoai thi se co met be phan chUc nang dm chu dau tu dOng vai fro la nguati thAm dinh. Nhiing du an d4c biet phirc tap, viec lap bao cao va thArn dinh c6 the thud hai don vi tu van khac nhau dam nhiem. O Viet Nam, met s6 don vi do chua danh gia dung tam quan tong cua viec lap bao cao tien kha thi nen lanh dao thu6ng giao viec nay cho be phan ding ngh'e thong tin hay tai chinh — ke toan thuc hien. Neu viec khao sat so sai, thieu thong tin thi ket qua bao cao chi la 0 trinh ngan gen, khong dam bao tinh toan dien, khach quan va nghiem ttic , anh hugng den hieu qua thuc thi du an sau nay.

Nei dung co ban

Met bdo cao tien kha thi day du thus:mg phai tra loi nhung cau hoi sau: Muc dich hugng tai dm du an la gi? He thong hien tai c6 nhang bat cap nao? Cac yeu eau cu the cua nghiep vu ra sao? Dau la nhang tham so chinh (mo hinh, quy mo, thai gian va ke hoach trien khai) cua giai phap? S6 teen dau tu du kien la bao nhieu?

Met se nei dung co ban cila bao cao tien kha thi:

- Phan tich cac muc tieu 16.n, tinh cap thiet dm du an. Muc tieu — tinh cap thiet dm met du an ERP not rieng va cong nghe thong tin not chung thuo.ng dua ten nhimg muc tieu chung, nhang ke hoach, de an lan cua t6 chirc, nhang dOi hOi tir thuc to nghiep vu co lien quan tai su phat then, en dinh, them chi la su ten tai cua to chirc.

- Co so phuong phap luan va cach thirc trien khai lap bao cao. Day la can cu de xac dinh xem bao cao c6 dugc xay dung met each thuc su khach quan, khoa h9c hay khong.

- Phan tich cac bei canh chung cua du an: mo hinh to chirc dm don vi, hien tang trien khai va Ung citing cong nghe thong tin trong tac nghiep va quan 1ST, cac du an 16n dang dugc trien khai co the anh huang truc tiep/gian tiep tOi du an ERP dang de cap.

299

- Liet ke, he th6ng hoa va phan tich cac nghiep vu c6 the se dugc tat nghiep teen he th6ng ERP tucmg lai. Can chit y rang day la cac nghiep vu hien c6 va khong han se dugc giai quyet hoan toan tren ERP vi phai tinh den d'ac thu nghiep vu ding nhu cac rang buOc ve ngutm luc (chi phi, thai gian trien khai).

- Lua chon giai phap: nguai lap bao cao phai chimg minh dugc de xuat cua minh thong qua viec so sanh nhimg uu — nhugc diem va de phii hop voi cac yeu cau nghiep vu neu tren cua cac giai phap c6 tren thi tracing, tir do khuyen nghi mOt hoc hai su lua chon t6i uu nhat.

- Xac dinh cac tham s6 co ban dia he th6ng: pham vi dia ly dm du an; pham vi nghiep vu (cac module) va chi tiet tong nghiep vu; quy mo ve nguai sir dung va kh6i luting giao dich; kien trac he th6ng (kit n6i, truyen thong...); cac you cau ve phan cimg va ha tang di kern.

- Cac rang buOc ye ngu6n luc. Dau tien la phan chia giai doan va ke hoach trien khai cho cac giai doan dau lien. ERP luon la met du an lon, viec trien khai thuemg dugc phan thanh nhieu giai doan vai pham vi dia 13/nghiep vu khac nhau. Trong truong hop ban than tong giai doan tuong d61 dai va c6 quy mo tucmg d6i lon, c6 the tai thai diem lap bao cao chi dinh lacing dugc tucmg d•Si chi tiet cho mOt hoc mOt s6 giai doan dau tien. Thu' hai la du town tong mat dau tu, cung nlur d'A phan tich a tren, phan nay c6 the bao g6m du town cho giai doan Tau va khai town cho cac giai doan tiep theo.

- Danh gia ket qua ciia du an. Nhin chung, viec dua ra cac tieu chi danh gia ve hieu qua dau tu cua mOt du an ding nghe thong tin la rat phirc tap, du an ERP cling khong ngoai le. Tuy nhien, nguai lap bao cao van can dua ra met s6 tieu chi a dinh luting ve mirc dO thanh ding dm du an sau nay.

5.5.2.3. Quy trinh trien khai du an ERP

Yeu t6 quan trong nhAt guy& dinh thanh cong dm du an ERP la kien thirc, ky- Wang, kha nang va kinh nghiem cua nguai quan tri du an. Nguai quan tri du. an ERP IA nguai phai hi'eu biet ca hai kh6i 'den thirc kinh doanh va ky thuat.

Co hai kha nang, mOt la doanh nghiep thay d6i quy trinh a tranh toy bien phan mem; hai la ca biet hoa phan mem de thich ang vai quy trinh dia

300

doanh nghiep. Trong xu the hei nhAp va tich hop he thong thong tin voi cac d6i tic, nha cung cap va khach hang, doanh nghiep thuOng phai lua chon giai phap thay d6i hay chuAn hoa quy trinh de phi' h9p voi phAn mem chuAn. Ngueri quan tri du an ERP la ngueri phai hieu duoc nhang thay dei can thiet cua quy trinh kinh doanh trong doanh nghiep a lam viec voi cac giam d6c kinh doanh nham dam bao chic chin su thay d6i trong cac be phAn phu hop voi he thong dang trien khai. Loai bo khoang cach gifra "chirc nang phAn mem" va "thuc to doanh nghiep".

Dac diem co ban dm du an ERP la rui ro lan va cac chirc nang dan xen fan nhau, do do ngueri quail ly can có nhang ky nang nhAt dinh a thu thAp cac thong tin trong toan be to chirc, huy dOng nhan luc va giai quyet cac vAn de phut sinh tir nhieu phOng ban khac nhau. Cac ky nang co ban that bao gem quan tri rui ro, lap ke hoach va trien khai du an. Kha nang xir V, vAn de phut sinh d6i voi hAu het moi thanh vien trong t6 chirc, tir nhang chuyen vien ky thuAt IT den nhang cong nhan san xuAt hay dei ngii quan 1S, nhan su, ke toan, tai chinh. Met dac diem nei bAt la ngueri quan tri du an ERP phai co kha nang tier) thu nhanh cac vAn de kinh doanh trong hAu het moi b0 phAn trong to chin ma truorc do h9 chua quen thuOc hoc chua biet.

Met yeu cAu khac la nguai quail ly du an can c6 tinh ky luAt rat cao. Ho can co tam nhin re rang ve ke hoach thuc hien va 10 trinh thuc hien, dac biet la thed han hoan thanh du an va kha nang quan V, toan be t6 chirc tuan thu dung then han thuc hien. Dieu nay ding c6 ngliia la phai c6 kha nang dua cac Ca nhan dang chech tien dO quay ve dung quy duo dm du an. Deng then, ho can phai co nhang guy& dinh "cung ran", cho du nhang quyet dinh do lam met s6 hai long, met se khOng. Dac biet doi voi nha quan IS , du an thi "A thick skin is certainly an asset".

Nhcmg tinh cach can co cila ngueri quan ly du an ERP: Linh hoat; ky luAt cao; hoc hoi nhanh; quyet dinh dung clan; co nhieu kinh nghiem ve ERP; kinh nghiem kinh doanh va quan cif) nang lchieu ve chinh tri; dugc duo tao chuyen nghiep; dugc moi ngued ung he; c6 kha nang huy deng quan chung.

5.5.2.4. QuyEt dinh ve "Quy mO cua du. an ERP"

Dieu nay co tinh guy& dinh nham tranh cac du an qua lan va se Ichong bao gier ket thfic duoc. Tranh thay d6i lien tuc ve quy mo du an, du tang hay

!RANG 641 HGC NGOAI 11110; ifi IflOM. [ I ()( lith 11 U‘

301

giam, de tranh su bei rei cua cac thanh vien tham gia du an. Xac dinh re' rang nhfing van de lien quan den du an. Truck het, nguoi quan lST du an can hop tac clfOt the v6i m9i phOng ban a xac dinh quy mo ciia du an. Neu quy mo xac dinh nho hcm nguen luc se gay Fang phi, ngugc lai se thieu ngan sach de tri'en khai.

Du an ERP gem met se module co ban lien quan den cac be phAn chirc Wang trong to chirc. Do do, ban quan 1.S, du an can quyet dinh cac quy trinh kinh doanh nao se bi tac deng hoc dua vao du an. Deng thud guy& dinh thad gian cac don vi hay phOng ban tham gia vao du an. Ve cong nghe, can quyet dinh cong nghe nao se bi thay the, nang cap, cac be phAn se tich hop de chia se thong tin.

De han the cac van de ve pham vi du an ERP, can xay dung sir mang ciia du an hay cac muc tieu cu the va co su xac nhAn bang van ban (14 xac nhAn) cua l'anh dao cap cao nhat va cac cap l'anh dao lien quan. Deng thoi xac dinh ro rang quy trinh va thu tuc de thay doi cac nOi dung dm du an. Viec quy dinh chAt the nay co the gay cang thOng cho cac thanh vien trong ban du an va to chirc. Tuy nhien, du an se khOng the thanh cong neu cac thanh vien &roc to do thay doi hoc co xu htrOng thay doi cac qua trinh va muc tieu du an.

5.5.2.5. Quan tri rat ro trong dy. an ERP

Doi vai du an ERP, rui ro don gian la nhimg van de co kha nang dua du an den that bai. CO hang nghin hoc thAm chi nhieu hcm cac diem co rui ro tiem An, to cong nghe, nhan su, chinh tri va thAm chi ca thien tai nhu bAo, lut, &Ong dat... CO rat nhieu nOi dung lien quan den quan tri rui ro, tuy nhien de tranh rui ro co the tong hop lai 5 van de lan nhu sau:

- Xac dinh cac diem tiem An rui ro

- Phan tich va xac dinh mirc de thiet hai neu cac rui ro d6 xay ra

- Danh gia kha nang rui ro dO xay ra

- Dua tren ba yeu to tren, xep loai cac rui ro

- Dua ra cac bien phap loai bo va giam thieu nguy co rui ro

Cac thanh vien ban du an can dua tren kinh nghiem va to van de xac dinh cac diem co nguy co rui ro. Ra soat toan bQ ke hoach trien khai de tim

302

de diem nay. Kinh nghiem de xac dinh the rui ro la tham van cac to chirc da trien khai ERP Wong qr. irbc tinh chi phi cho du an thuamg la diem c6 kha nang rui ro cao nhat. Cac diem khac bao gem thieu sir giam sat, giam dec khong dit nang lkrc, mkic lieu du an khong ro rang.

Buerc tiep theo la xac dinh mire d6 rui ro ve ngan sach du an, thoi gian thuc hien va yeu cau cua ngueri sir dung. Viec danh gid mire dO rui ro cua tong diem d6i voi du an la ca nghe thuat va khoa hoc, doi hOi kien thirc sau sac ca ye ERP va doanh nghiep. Ti quan ly rui ro chuyen trach nen dugc thanh lap v6i cac thanh vien la nhimg nguai c6 kien thdc va kinh nghiem du down nhimg rui ro co kha nang xay ra. Nhimg thanh vien nay can co kinh nghiem trien khai cac du an ERP voi quy mo tuong to trong cac t6 chirc cung nganh.

Dua vao hai yeu to tren, sap xecp the rai ro theo mire dO de guy& dinh nhimg raj ro nao can loci b6 hoan town de tranh cac tac d6ng den t6 chirc neu no xay ra. LAp ke hoach giam sat cac raj ro va thOng bao de tat ca cac thanh vien trong to biet va giao nhiem vu giam sat den tong thanh vien.

Cac rui ro c6 the dugc loci trir can cir vao kha nang xay ra hoac the d6ng neu xay ra. Giam thieu rui ro co the bang cac bien phap ngan chan hoac ka hoach khoi phkic. Can xac dinh ro nhirng ngued c6 kha nang khac phkic hAu qua dm cac rui ro neu chimg xay ra. Ding thoi can xac dinh the trieu chimg cua rui ro de ngan ngira truac khi xay ra. Vi du, kiem tra town bo he thong phan cung va phAn mem tnxOc khi van hanh.

5.5.2.6. Phat hien su khac biet giva nhu cau phcin mem

Khong CO phAn mem nao, du lan hay nho, dcm gian hay tinh t6 co the phir hgp hoan hao vOi cac t6 chirc. Mac dir cac nha cung cap giai phap ERP luon lchang dinh rang phan mem giai phap cua ho co the giai quyet cac van de cua doanh nghiep, luOn ten tai nhiing khoang cach nhAt dinh gala chirc nang cua phan mem va yeu cau cua t6 chirc.

Nhang khoang cach nay c6 the nhe hoac lon. Ngued quan tri du an can lien Arc ra soot a xac dinh nhimg khoang each nay. VAn de lom nhAt gap phai la a xir ly nhung khoang cach nay luon dei hoi ngan sach be sung. Do do, mOi khi co nhitng van de phat sinh c6 nhieu nguoi se dot cau hair "TO

303

sao chimg ta phai chi khoan tien lom den nhu vay cho mOt cai phan mem khong dap Ung dugc nhu cau cua chfing ta?".

fle giai quyet nhiing rui ro nay, can hieu thau dao tong the va toan b0 du an den timg chi tiet de dam bao tat ca moi nguai trong to chirc phai biet va hieu cac chirc nang phan mem c6 the va khong the lam dugc. Xay dung bao cao he thing ve cac khoang cach gala mong dgi va thuc to phan mem c6 the dem lai cang chi tit cang tot. Bao cao nay se gop phan cung cap dinh hugng cho quan ly du an va chi re) nhimg viac can phai lam. Ding then dem lai nhan thirc re,' rang cho moi ngutri ve tucmg quan gifra chi phi, lgi ich va ke hoach trien khai cac hang mix dm du an.

5.5.2.7. Chin citing ngueri

Yeu to con ngutri luon quyet dinh thanh cong dm du an. Can lua chin dung ngutri de semi dua vao du an va loai bo nhang ngutri c6 cac van de lien quan den chinh tri va du an. Ngutri quan tri du an can co tam nhin rOng him phan mem ERP de nam bat tong the milt dO lien quan den cac b0 phan chirc nang. Ding then xac dinh nhan su cu the se tham gia cling ban du an trong qua trinh trien khai.

Tuy nhien, nhan su tot de trien khai ERP rat kho c6 the tim dugc, dac biat nhcmg ngutri c6 trinh dO ky thuat va kinh nghiam trien khai cac du an tucmg tu. Hon nita, viac thay doi nhan su trong qua trinh trien khai du an se anh huang rat lon den lien dO va kha nang thanh cong cua du an. Ngay sau khi thanh lap ban du an, can c6 ke hoach de gift nhimg ngutri chu chit tr lai thuc hian du an. Trien khai du an ERP doi hoi nhieu thad gian va cong viac het six phirc tap, do do nen bi tri thari gian lam viac hop ly va linh hoat cho can b0 tham gia du an.

5.5.2.8. Trcinh thiau hyt cheit xcim

Cac nha quan 157 du an ERP thuang phai dii mat veri tinh tang thieu but chat xam khi cac chuyen gia tu van ket thuc cong viac. Theo kinh nghiam nen bo tri can b0 va chuyen gia lam viac theo nhom ve timg linh vuc chuyen min de dam bao chuyen giao cong ngha day du. Trong suit qua trinh trien khai du an, chuyen gia thue ngoai va nhan vien ben trong se phiSi hqp lam viac chat che, dieu nay dam bao kha nang tiep tuc van hanh ha thing sau khi cac chuyen gia tu van ket thiic cong viac.

304

5.5.2.9. Id hooch hoa di/ an

Dac diem dm trien khai du an ERP la lien quan den rat nhieu nguoi, rat nhieu ti:eu du an, nhieu xung d6t tiem nang ve chinh tri va chuyen mon. Can xem xet town b0 cac van de mot cach rO rang, chinh xac va day dii trong suet tien trinh trien khai du an truck khi bat dau thuc hien. D6ng thin tinh Wail den cac yeti t6 linh hoat trong cac du an nay va du down cac kha nang bin d'6ng trong tong yeu t6 tren de du an dugc lien hanh thuan lgi.

Dac diem thir hai la thari gian trien khai du an ERP thu6ng dai, an tinh toan chi tiet thiyi gian va tien do lam viec dm tong thanh vien tham gia, cac thai gian nghi hoc mat d6 cong viec can b6 tri hop ll a duy tri ngu6n luc trien khai du an.

5.5.2.10 Tich hop vai cac he thing thong tin czia doanh nghiep

Du an ERP sau khi hoan thanh se to. thanh "trung tam dm vu try" trong t6 chirc. Dieu nay có nghia la ERP phai lien ket den nhieu he th6ng phan cirng khac nhau, sir dung nhieu loai co sa du lieu. Thucmg mai dien tir ngay cang phat trien, co nghia la ERP phai dap img nhu cao giao dich dien tir, giri va nhan du lieu qua web. Cac giao dien phii h9p voi ngue!i dung se mat rat

nhieu thei gian a trien khai. Nguoi quan tri du an nen tap trung vao nhang van de quan trong nhat a trien khai tnrac.

Bang 5.6. Cac giao din ERP quan trong nhgt

Giao dien Dir" lieu dugc sir dung

Legacy Hau het dir lieu tai chinh khong chay dugc

Client/server Ban hang to dOng va du lieu bao cao

Other ERP/MRP/MRP II Da lieu giao dich tir he th6ng dac biet (VD: san xuat)

Data Warehouse Dung lugng 16m dir lieu bao cao va dit lieu hO trg ra quyet dinh

External - Business Partners

DI lieu giao dich bao g6m ca mua sam/ban hang, EDI — trao d6i dtt lieu dien tir, EFT — chuyen tien dien tir

External - Web Th6ng tin khach hang, du lieu tren Web

Nguan: Tcic gia ty. tang hop 2008

305

5.5.2.11. Kiem soot qua trinh thuc hien

Du mutm hay Ichong, nguiri quan tri du an ERP phai kiem soat dirge tat ca cac &Au muc cong viec ma nguai phat trien phAn mem phai thuc hien. Moi Van de nen dugc kiem tra dinh ky hang tuAn veri su hi) trg cua tAt ca cac thanh vien trong ban quan ly du an. Nhang tieu chuAn va ky thuAt de danh gia chAt luorng hoat dOng cua he th0ng mai can dugc nghien cfru va vach ra sum va dugc dieu chinh trong su0t qua trinh thuc hien. Neu cac tieu chuAn va ky thuAt danh gia khong dugc cha trong, khong the danh gia dugc ket qua thuc hien du an va có the tAt ca moi dAu to se chi la mot su lAng phi.

5.5.2.12 Quan ly khling hoong

Quan ly mot du an ERP tiem An kha nang d6i mot vei nhieu khang hoang do kh0i lugng cong viec va con nguari lien quan rAt lan. Viec thay d6i toan bt.i he thong thong tin trong mot to chirc se tac dOng ghe gam den moi ngueri trong t6 chirc, cac nha cung cAp va toan b0 khach hang. Nguari quan tri du an phai dam bao tat ca moi nguari va moi ding viec da vach ra deu di den dich dA dinh truorc.

5.5.3. Lira chpn giai phdp ERP pha hop voi doanh nghtep

Viec lua chon giai phap ERP phu hgp giup cac doanh nghiep vira va nho lua chon va trien khai thanh cong he thting Quan tri ngu0n luc doanh nghiep (ERP). Cung cAp he th0ng kien thirc can thiet v'e ERP, cac chirc nang va loi ich cua he th0ng nay dtii voi doanh nghiep. Trien khai ERP dugc coi nhu mot nhiem vu có tinh chitin lugc doi voi doanh nghiep do tinh hai mAt du he tilling nay. Neu dugc trien khai tot, ERP se dem lai cho doanh nghiep rAt nhi'eu lgi ich. Ngugc lai, nen dugc trien khai khong tot, ERP se tac dOng x'Au den tAt ca cac ben lien quan trong doanh nghiep. Migc dich cua bai nay Wham phAn tich nhang yeu to can thiet de tang kha nang thanh ding va giam thieu nhang tac dOng xAu trong qua trinh trien khai ERP trong doanh nghiep.

5.5.3.1. Cac buck chucin bi

Btreec 1. Len ki hopch trien khai du. an ERP

* Xac dinh cac clieu kien tien guy&

- Yeu to tien quyet dt'Si yen thanh cong dm du an ERP la su th6ng nhAt va tat tien cho ERP trong toan b0 to chirc

306

- Nen uu tien cho met se) hang muc chinh va thuong xuyen kiem tra, danh gia lien de dm du an a cac cap quan ly khac nhau

- ERP chi c6 the thanh cong neu dugc su chap thuan cita tat ca cac be phan trong to chuc, neu khOng kha nang that bai se rat kho tranh khei

* Ltra chon nguai quan If) du an

Nguai quan 1Si du an

- NM-Mg nguai dugc 1ua chon to chirc trier) khai ERP can la nguai c6 nhieu kinh nghiem va uy tin trong toan be to chirc

- Du an ERP kh6ng nen do phong IT quan 1ST ma nen do met be phan chuyen trach co kha nang tap hop dugc cac be phan trong to chirc

- Ngued quan 1ST du an can dugc dao tao chuyen nghiep ve quan 1y du an.

* Mit so 13i thireing gap khi Iva chon nguai quan ly du an

- Thue met chuyen gia tir ben ngoai cong ty

- Dao tao met nguai trong cong ty ve ERP se de dang hcm dao tao chuyen gia ERP ve cong ty, san pham va van haa kinh doanh cua ding ty

- Tuyen dung nguai chua co kinh nghiem thuc to

- Tuyen dung nguOi co nhieu kha nang nhtmg khong co uy tin trong to chirc

Nhitng 18i nay thuemg gap phai do quan niem ERP ding chi la met he thong thong tin ma chua thay pharn vi tac deng rang khap to chitc cua ERP.

* Nham quan If) du. an

- Chuyen trach to chirc thuc hien ERP

- Cac thanh vien den tir cac be phan chirc nang khac nhau trong cong ty

- Su phan chia cong viec hop VT gitta cac thanh vien se gop phan khong nho vao thanh cong dm du an

* Nguan van

- Ban quan 1Si can c6 ke hoach chi tieu cu the cho tong hang muc dm du an truac khi tien hanh du an

- D4c biet, can danh met khoan ngan sach cho nhom quan 1Si du an de phut vu viec lap ke hoach va to chirc thuc hien du an

307

- Rat nhieu ding ty khOng the hinh dung ra chi phi cho ERP lay tir dau va tai sao phai dau to vao ERP

- Truac khi yeu eau bdo gid (Request for Proposal), cong ty nen trac tinh chi phi t6" chirc thuc hien ERP

- Tim nguin thu de co ngan sdch t6 chirc thuc hien ERP

Vi du: Can cir vao doanh s6 ban hang cua cong ty. Kinh nghiem trien khai ERP cua cac chuyen gia cho thay cac cong ty thuemg danh trung binh khoang 1% den 3% doanh s6 bdn de dau to vao he thing ERP. Ngan sdch nay danh cho ca phan mem, phan cirng, chi phi trien khai va bao clueing, phi ban quyen, chi phi ca biet h6a va nhimg chi phi khdc. Neu ding ty hoot Ong phu thuc nhieu vao ding nghe (vi du nhu ban hang tren mang) ty le dau to cho ERP tren doanh s6 c6 the tir 3% den 5% hoac cao han. Vic trac tinh chinh xac chi phi va ngan sdch danh cho ERP CO vai tro quan tong trong viec tranh thieu but ngan sach trong qud trinh trien khai

* L Op ke hooch trien khai du an

- Can c6 day du chi tiet ve tat ca cac ho4t dOng lien quan trong cong ty, day la ca sa a to chirc quan ly du an

- Ke hooch trien khai du an can co thai gian va trdch nhiem cua timg nguai tham gia mot cdch chi tiet va cu the

- Nen sir dung cac phan mem chuyen nghiep ve quan 1ST du an de hO tra nhu Microsoft Project hoac tuang duang.

BWeiC 2. Phan tick va lgp btio cao ve cac feu au char nang

Cac yeu cau chirc nang

- Mit dieu kien tien guy& khi lua chan giai phdp ERP la lap bdo cao chi tiet ye cac yeu cau chirc nang dm he thing va tdc dung dm nhftng chirc nang nay dii voi to chirc

- Bdo cao cong can xac dinh ro nhang ho4t ding chirc nang he thing se cai tien hoac dii mai a dot duac cac tulle tieu cua to chirc sau khi hoan thanh

- Nhftg yeu cau chirc nang nay se la bO phan lap thanh he thing tieu chi ddnh gia va lua chon phan mem ERP phu hop nhat

- Dii vai nhimg t6 chirc chua c6 kinh nghiem lap bdo cao ve yeu eau chirc nang, cong viec nay se doi hal nhieu thai gian va cong six de tim hieu,

308

nghien cfru. Phan sau day se giup viec lap bao cao yeu cAu chirc nang thuan tien han.

* rap hop cac yeti cciu chic nang

- Nh6m quan 1S, du an to nghien ciru va phan tich de xay (4mg nhang yeu cAu chirc Wang ban dAu

- T6 chtic cac bu6i phong van sau cac chuyen gia trong cong ty tir nhieu phong ban b0 phan khac nhau de tim hieu nhang yeu cAu chirc nang do cac b0 phan de xuAt

- Nh6m quan ly du an c6 the mo to van tit du an va yeu cAu cac phong ban b0 phan de xuAt cac yeu c'Au chirc nang bang van ban

- Cho du t6 chirc mot hoac ca hai hinh thirc tren, nhang nguoi dugc hai kien deu can c6 kien thirc ve chuyen mon va ERP de dua ra cac yeu cAu

chirc nang h9p 1y nhAt

- Neu trong cong ty khong the dua ra cac yeu cAu chirc nang phu hop, can t6 chirc thue to van hoac h6 trg tir cac ding ty ben ngoai.

* Hai loci yeti cdu chic Wang chinh

+ Nhiing yeu cAu chirc nang chung (hay yeu cAu chirc nang chuAn)

Nhan dun hang

Phan ph6i

Marketing/Ban hang

Du bao nhu cAu

Quan tri ngu6n than luc

Quan tri san =At

Hoa don nguyen vat lieu

Ke toan doanh nghiep

Lich trinh dan hang

Ke hoach va lich trinh thu mua nguyen lieu

Ke hoach va lich trinh san xuAt Ke hoach san luting va kiem soat mua sim

Quan ly hru kho

309

Vi du:

- Ke toan: la mot b0 phan quan tong trong he th6ng ERP, tuy nhien khong can ke tat ca cac chirc nang hoat dOng cua ke toan trong yeu cau he thong, chi can liet ke nhimg chirc 'fang co ban dm he th6ng phan mem ke toan.

- Mua sam: phai dap img cac chirc nang co ban nhu hop diing mua sam, dat hang, xac nhan, quan 1ST cac don hang...

+ Nhimg yeu eau dac thu

Liet ke chi tiet nhang yeu cau dac thii cua cac dam vi trong t6 chirc

Vi du: He tilting phai c6 kha nang quan 1ST cac san pham theo ma, theo

dcm hang hay he th6ng phai c6 kha nang quan 1ST nhan su, danh gia chat

lugng lao dOng

B,thc 3. Nghien thu cac he thong ERPPhu hvp

* Lap danh sach cac nha cung cap ERP

Co rat nhieu he th6ng tren thi twang, tuy nhien s6 lugng he th6ng nen

xem xet thtrimg tir ba den chin de dam bao kha nang nghien ciru chi tiet. Nen sir dung cac ngu6n sau de tim cac nha cung cap

+ Cac doanh nghiep tucmg to

, Co the tim hieu cac d6i thu canh tranh hoac cac doanh nghiep c6 cac

dieu kien twang

+ APICS

MOt ngu6n thong tin khac la American Production and Inventory

Control Society (APICS). T6 chirc nay thui:mg xuAt ban cac dieu tra so sanh nhang phan mem ERP trong tap chi hang thong la APICS: The Performance Advantage. Dieu tra nay thuOng nghien ciru khoang 100 he th6ng ph6 bien

nhat, thong tin chi tiet tren website www.apics.org .

+ Web Search

Sir dung cac tir khea nhu "best ERP" hoac "Manufacturing Systems",

cac nha cung cap ERP tot thtrong dua nhimg thong tin chi del cho khach

hang ten website cua hg.

310

+ Cac ngu6n khac

Tham khao them cac thong tin tren www.softselect.com va cac nguOn tin khac.

* Yeu cAu thong tin tiz nha cung cAp - Request for Information (RFI)

Chinh thirc yeu cAu cac nha cung cAp img dung cung cap thong tin va san phArn cua h9.

* Lua chon cow nha cung dip

Thu hep pham vi lua chon xuOng ba nha cung cAp tim rang nhAt.

Ihroc 4. Lora chpn he thong pha hpp nhat

* Danh gia cac nha cung cap

+ Trinh dien san phAm

Dua ra cac yeu cAu va nha cung cAp có nhiem vu trinh (lien de minh chimg cac tinh nang caa san phAm va kha rfang dap img yeu cAu cua cong ty.

+ Tham quan

Yeu cAu nha cung cAp ho4c to tim cac doanh nghiep Bang sir dung giai phap cua h9 a t6 chirc cac chuyan tham quan thuc to sir dung cac giai phap ERP.

+ Tham khao y kien khach hang

Yeu cAu nha cung cAp dua ra danh sach cac khach hang dA sir dung giai phap cua ho va thong tin lien he a tim hiau hieu qua va thuc tang sir dung giai phap cua h9.

+ Dung thir

Yeu cAu nha cung cAp cai dAt ban demo a chay thir trong thoi gian nhAt dinh nham tim hiau cac tinh nang dm he thong.

+ Cac tieu chi lua chon

MOt trong cac nhiem vu quan trong cua nhom quan 15/ du an la xay dung he thOng cac tieu chi de danh gia va trong s6 cac tieu chi can cir vao muc dich dm ding ty khi trian khai he th6ng. MOt s6 tieu chi nhu kha nang dap ung cac yeu cAu cua nguei sir dung: bao nhieu phan tram; kha nang cua nha cung cAp khi trian khai va dich vu sau ban hang; kha nang cua nha cung cAp ve dao tao; kha nang tai chinh cua nha cung cAp.

311

Btreec 5. Tj char mua slim thiing

Thuang lugng bao gom yeu cau bao, gia tir cac nha cung cap da ducic danh gia, bra ch9n, thau hoc mua slim tivc tiep tuy tong tnthng ThOng thuamg, gia mua thap hon gia chao trung binh 10%, tuy nhien trong qua trinh dam phan c6 the yeu cau nha cung cap giam 20-40% gia chao. Do day thu he thOng phai trien khai trong thai gian dai, do d6 hai ben can thucmg Luc:mg de dat ducic mot thoa thuan ding bang ye quyen lgi va nghia

cho ca hai.

Bang 5.7. Quy trinh trien khai hg thong ERP

STT Buov thvc hien

1 Lap danh sach chi tit cac nhiem vu chinh: Danh mac cac nhiem vu chinh, thai gian va nguai thvc hien.

2 Thai gian trien khai: Thai gian trung binh de trien khai he th6ng ERP la 6 thong, bao gOm ca cai dat, chay thin. Th6i gian trien khai dac biet phu thuOc vao dOng co dm nguari thvc hien.

3 Chuan bi tai nguyen

De co the trien khai he thong can lap ke hoach tai nguyen can thiet (Material Requirements Planning MRP) thi he thOng mai hoat dOng trop tru dug:cc. Ben canh do phai lap ke hoach , xir 15/ cac truirng h9p thieu linh kien, danh sach cac nha cung cap thay the khi can thiet va than sir de )(Cr 13", cac tinh hung thieu but linh kien, thiet bi. DOng thOd kiem tra tinh chinh xac dm thiet bi, doi heti dO chinh xac cila thiet bi den 98%.

4 Bao cao hni kho - Inventory Records: Doi h6i de, chinh xac dm hang hoa trong kho den 95%.

5 Lich trinh - Lead Times: Xac dinh cac m6c thai gian Cu the cho tong tieu der an

6 Thong tin nha cung cap - Vendor Information: Thong tin chinh xac va day dil ye nguoi cung cap.

7 Thong tin khach hang - Customer Information: he thOng moi se thiet lap va xir VI dan hang bai neu thong tin ye khach hang khong chinh xac se lam sai lech ca N thong ban hang.

312

STT &roc thuc hien

8 Tieu chuan ngtrai van hanh — Labor Standard: he thing mai duce sir clung, de phan bo nhan vien va danh gia hieu qua, do vay tieu chuan ve nhan vien phai chinh xac. Neu tieu chuan khong the hien thong tin chinh xac thi se khing c6 tae dung va lam sai lech thong tin ye nguon nhan hrc.

9 He thing mang: can duce xay dung ding b0 vai he thing ERP

10 Phan cung: Sir dung m9i bien phap c6 the a dam bao h0 thing phan cung &lac cai dat se dit kha nang dap ung ck yeu cau dm nguai sir dung sau nay va thai gian thi thieu phai nang cap sau nay.

11 Dao tao: Dao tao ve quy trinh trien khai va ck van de ca ban can ltru trong qua trinh trien khai nhu lap ke hoach di nguyen can thiet - material requirements planning (MRP), lap ke hokh nang suat can thiet (CRP), cAu true tai nguyen (BOM), quan 1 , luu kho, v.v... De dam bao hO thing hoat dOng tot va hieu qua can dao tao it &tat 70%-80% nhan su trong town b0 to chile. Nhiem vv dao tao can &Jac a cap ro trong qua trinh thtrang Luang vai nha cung cap giai phap.

12 Chuyen dii va tai dir lieu: viec chuyen d6i va tai dir , lieu vao he thing mai rat quan trong. Truck khi thuc hien phai hieu tam quan tong dm cong viec nay. Sau day la nhang th6ng tin va chi so phai tai vao he thing mai, va la g9i y cho cac doanh nghiep:

• Can d6i hang ltru kho • Dia diem kho hang

• Hoa dam nguyen vat lieu

• Giao thirc • Da lieu khkh hang • Dit lieu nha cung cap • Lich trinh • Dcm hang • Thong tin tai chinh, ke toan

13 Quy trinh hoat ding: Xay dung quy trinh hoat ding voi he thing mai.

Ngu an: Mc gia tyr tang krp 2010

313

5.5.4. Bid h9c kinh nghtem ve fing dung ERP thanh ding

5.5.4.1. Nguan nhcin luc trljn khai ERP

Trong viec trian khai ERP, nhan su dong mot vai tro rat quan trong trong su thanh cong cua du an. O day, doanh nghiep nen chia luc lucmg ra lam hai nhom chinh: nhom nghiep vu va nhom ky thu4t.

+ Nhom nghiep vu bao gtm nhung nguM sir dung la cac can b0 tac nghiep hang ngay, thuOc cac pheng ban chirc nang nhu ke toan - tai chinh, ke hoach, cung img vat tu, ban hang, be phan san xuat. Nhom nay se tham du trien khai he th6ng ERP nhu nhang nguai sir dung cu6i cong khi van hanh he th6ng. Nhitng cong viec chinh co the chi ra nhu: dua ra cac yeu eau nghiep vu, ding xay dung quy trinh nghiep vu vai dan vi trian khai, kiam tra tinh dung dan va thao tac, van hanh he th6ng.

+ Nh6m ky thuat bao g6m cac can 1)0 nhan vien thuOc b0 phan phu trach ve cong nghe thong tin. Nhom nay se tham du trian khai he th6ng ERP vai chirc nang hrl trg cho nhOm nghiep vu va dan vi trian khai ve ky thuat nhu he th6ng may chil, ha tang mpg, cai dat he thtmg, thut hien cac cong viec chuyen mon va quan tri he th6ng (sao luu, du ph6ng, phan quyen...).

- Su chinh xac cua s6 lieu (Data Accuracy): Cac dit lieu nhap vao he th6ng mai can dam bao dO chinh xac.

- Su quyet tam dm lanh dao cap cao (Top Management Support): Su guy& liet dia cap lanh dao cao nhat la nan tang de dam bao thanh cong cua N

- Chuyan d6i va cap nhat dir lieu (Converting and Loading Data): CO ke hoach va ngutm luc va thoi gian cap nhat du lieu de dam bao du an ducfc trian khai dung tien dt).

- Chay thir va danh gia (Start-Up Using the Pilot Approach): Dung thir la cach tot nhat va hieu qua nhat de phat hien cac bat cap va dua ra yeu cau diau chinh, sira d6i va hoan thien.

- Nguai quan tri he th6ng (System Administrator): Ngu6i quan tri he th6ng can co kha nang va trinh dO phu hop a van hanh, bao tri va nang cap sau nay.

314

5.5.4.2 . Ong dung ERP trong nganh det may

Det may voi dac thu quan 1ST san xuAt rieng cua minh luon doi hoi giai phap ERP c6 nhang tinh nang linh hoat gifip img dung thuan lgi mo hinh nay vao thuc tien.

- Bai town cua nganh at may:

Det may la mot nganh san xuAt kha dac thu thu&ng keo dai tren rat nhi&u ding down. Moi cong down lai c6 quy trinh san xuAt rieng, phirc tap va c6 nhiL quy trinh san xuAt con. Trong khi d6, viec san xuAt lai phuc vu cho nhieu tieu thirc nhu: gia cong theo don dat hang hay san xudt to tieu thu. Moi phucmg thirc lai c6 nhang khac biet ve viec theo dOi ban hang, cung img nguyen phu lieu ding nhu cac phan tich quan tri khac lien quan d'e'n di'eu dO san xuAt.

Ngoai ra, viec trier' khai ERP trong (let may con phai tinh d6n cac van de cot y6u nhu: ket not voi he tilting CAD/CAM, bai town can d6i va dieu hanh day chuy& may; su da clang cila san pham (voi cac tieu thirc nhu kich CO, mau, mau ma luon thay d6i).

Nhu vay, ngoai nhang tinh nang chung, mot giai phap ERP hoan hao cho nganh det may can phai tinh an nhitng tinh nang va tien ich rieng de phu hgp voi cac dac thu dia nganh nay.

- Nhan dien giai phap:

MOt giai phap ERP dugc coi la My du cho nganh at may can dap frng toi thieu cac tieu chi sau:

• Tinh linh hogt: Quin ly nguyen phu lieu det may rat da ding va phuc tap. Ngoai kich cci, mau, doanh nghiep con phai quan ly theo cac tieu thirc khk nhu mau ma, hoa van tren san pham, cac cach ph6i mau, dO co din cua vii, dO dai cua sai b8ng... Do viy, he th6ng quan ly phai linh hoat de dap irng dugc cac phan tich ve ton kho phgc vu san suit ding nhu ban hang.

• Tac d mir ly vd nhgp ligu phai nhanh: Trong det may, do s6 lugng danh diem trong quan ly san xuAt la rat lon va can luu frit a phuc vu phan tich th6ng ke nen viec quan ly danh ditm ngoai yeu cAu dap frng theo dOi nguyen phu lieu, phai dam bao t6c dq xix 1ST, thoi gian nhip lieu nhanh,

315

thuan tien trong kiem soat danh diem. Day la mOt trong nhting yeu t6 guy& dinh he th6ng ERP dimg dirac hay khong cho nganh det may.

• Tich hip voi he thong CAD/CAM: Dac diem dm det may la img dung he tilting CAD/CAM trong thiet ke mau m2 Viec tich hop gifra hai he th6ng CAD/CAM va ERP se mang lai hieu qua cao. Ck ket qua mang lai c6 the gifip tinh toan gia thanh thiet ke ngay tir khi san pham con ten ban ve. Timg chi tiet cua san pham img v6i mau, chat lieu vai, nep &lac tinh toan to dOng ten phin mem thiet ke se duac cap nhat vao suit tieu hao nguyen phy lieu trong eau true tai nguyen oh he th6ng ERP ket hap vOi tap hop chi phi thuc gin nhat de tinh gia thanh thiet ke. S6 lieu gia thanh nay duqc cap nhat nguac lai phang thiet ke de gifip bO phan nay c6 them chi tieu gia thanh khi thiet ke san pham. Viec ket not nay ding cho phep can bQ kinh doanh tinh toan nhanh chi tiet gia thanh chao hang trong qua trinh dam phan chuan bi nhan din hang gia cong moi.

Ngoai ra, tich hap CAD/CAM, d6ng theyi img dung cong nghe quet san pham, se cho phep he th6ng ERP cap nhat tiuc tuyen cac cong viec da hoan thanh tren timg cong doan, tir do h 7O try dieu dO san xuat phan xuang chinh xac. Day ding la mOt diem nOng cua cac doanh nghiep det may nhim tang hieu qua dieu hanh san xuat, ding nhu gulp c6 thong tin cho bai toan lucmg khi dieu &Ong nhan cong ten day chuyen may.

- Cac van cie khcic:

Ngoai cac tieu chi ca ban ten, neu la mOt doanh nghiep det may san xuat tieu thy, dac biet la tieu thy nOi dia thi giai phap ERP can phai c6 tinh nang quan ly he th6ng ban hang, thirOng rat phirc tap. Thong thutmg cac cong ty det may ban hang qua he th6ng kenh phan ph6i, sieu thi hoac qua cac chuOi cfra hang. Chi tieu quan tong de danh gia he thting quan ly ban hang c6 du manh hay khong la kha nang tap hop duac trong thdi tieu thy, doanh thu ban hang, trong thai ton kho san pham ding nhu cac du bao tieu thy a phyc vy cho dieu dOng hang, dieu chinh san Luang san xuat ding nhu quyet dinh cac chuang trinh khuyen mai hay ban giam gia. Viec theo dai nay ding phai dugc phan tich twang frng voi dac diem da ding ve mau ma, kich ca, mau nhu da phan tich a tren.

316

Khi frng dung ERP, cac doanh nghiep det may ding can chu S, de khai thac that tot bai town gia thanh ma he th6ng ERP thuemg rat manh. He th6ng phai tinh dugc gia thanh den tong ding down chi tiet tren town b0 day chuyen, cho phep xit ly linh hoat viec tai moi cong don (nhu tinh town gia thanh truck san xuat, gia thanh ke hoach, gia thanh phan xuemg...).

5.5.5. Cid dijt va mir dung phhn mem ERP

MOt doanh nghiep thuemg bao g6m nhieu bo phan khac nhau hoat dOng cho mot muc tieu chung: san xuat, ban hang, marketing, mua sarn vat tu, lap

ke hoach, quan ly kho, van chuyen, phan ph6i, bao tri,...

Thay cho cac phan mem rieng le cua tong bet phan, he th6ng phAn mem Quan tri Doanh nghiep (Enterprise Resource Planning - ERP) tich hop tat ca

cac hoat dOng nghiep vu cua cac bQ phan tren trong mot he th6ng phAn mem

chung. MOi bo phan c6 module quan lS, nghiep vu rieng cua minh nhung trao doi dugc du lieu cho nhau, thirc hien cac quy trinh nghiep vu theo cac

dong ding viec chung to bo phan nay sang b0 phan kia nhu mot the th6ng

nhat.

Cac chirc nang chinh cua b0 phin mem ERP:

• Quin ly Khach hang va don d'at hang (Customer and Order

Management).

• Quan ly Mua sam (Purchasing Control).

• Lap Ke hoach san xuat (Production Schedule).

• Lap va quan ly danh muc thanh pham, ban thanh pham (Ingredient

List)

• Quan ly Kho (Inventory Management).

• Giao tiep yeti he th6ng bao tri, bao hanh (Interface with CMMS

system)

• Bao cao va Phan tich (Reporting and Analysis)

• Quan ly Tai chinh Ke toan (Financial Management)

• Quan ly tien lucmg (Payroll)

• Quan ly Nhan su (Human Resouces)

317

•,,o Hgtor P VII 90e bot,

, 010,....147.1L4

opoiris

On.

BO phAn mem ERP lon va phirc tap nen viec trien khai, frng dung ding

la Ca mot chlang du6ng gian nan voi doanh nghiep. Khi trien khai, yeti au lan nhAt va phirc tap nhAt la ca biet hoa phAn mem theo d4c thu hoat Ong

cua doanh nghiep. TO chirc va hoat Ong ciza doanh nghiep lam luon thay

d6i va do do he ERP ding phai thay d6i theo lien tuc. Neu dung cac he ERP

quy mo leyn nhtr Oracle E-Business Suite hoc SAP thi phAn cong viec thay

ci6i do phai do cac don vi trien khai dam nhiem, khach hang khong lam chii,

kiem soat duck phAn mem. Cac he thong phAn mem nay ding doi hoi chi

phi dAu to rat lOn tit vai tram nghin den hang trieu USD, cac doanh nghiep

vira va nho kho vOi toi dugc.

DuOi day la mot so phAn mem ERP ma nguOn

5.5.5.1. Openbravo

Day la bt) phAn mem ERP ngtiOn danh cho cac doanh nghiep vira va

nho. Chi phi dAu to cho 1)0 phAn mem ERP Openbravo tir 400 E-750 E.

Hinh 5.14. PhAn mem ERP Openbravo

Ngu Tew gia to t 'dug h9p 2010

318

Cac chirc nang chinh nhu sau:

- Quan ly dir lieu tap trung (Master Data Management): Da lieu san pham, cac bO phan, danh muc vat tu, khach hang, nha cung cap, nhan vien, v.v... Moi dir lieu dm cong ty dugc quan ly tap trung, dam bao 'thong thira, khong thieu, kh8ng trung lap va cung cap cho dimg ngu&i, dung luc can thiet.

- Quan ly mua sam (Procurement Management): Dan gia, don hang, phieu nhan, hoa don, ke hoach mua sam va thanh toan, v.v.....

Openbravo xir ly thong tin dm qua trinh mua sam mot cach tap trung, thong nhat. Moi hO so trong qua trinh do chira cac dit lieu dm h6 so tnrac, tranh nham lan do nhap dir lieu nhieu ran. Do do có the Ian theo timg hO so theo thir to thed gian cua quy trinh mua sam (phieu d4t mua, phieu nhan hang, hoa don, thanh toan) va biet dugc tinh trang hien tai (cho giao hang, da nhan, da xuat hOa don, v.v...). BO phan ke toan se luon có s6 lieu cap

nhat va tin cay.

- Quan ly kho (Warehouse Management): Cac kho va khu vuc trong

kho, cac lo hang, serial number, nhan, phieu nhap va xuat kho, luu chuyen

gifra cac kho,....

- Quan ly du an va dich vu (Project and Service Management): Cac du

an, cac giai doan cila du an, cac ding viec, nguOn tai nguyen, ngan sach, chi

phi,...

- Quan ly san xuat (Production Management): B6 tri cau trac nha may, cac ke hoach san xuat, danh muc vat tu, bao cao tien dO, chi phi san xuat, su

co...

- Quan ly ban hang va khach hang (Sales Management and Customer Relationship Management - CRM): Bieu gia, raj sat, don hang, khei lugng, chiet.khau, van chuyen, xuat hOa don, hoa hOng,...

- Quan ly tai chinh (Financial Management): Cac tai khodn, ngan sach,

thue, tai khoan phai thu, phai tra, bang can di, tai san co dinh,...

- He thOng quart trj DN thong minh (Business Intelligence): Cac bao cao chi tiet va tong hop, plan tich tinh hinh chung, cac thong tin hO trg

guy& djnh cho lanh

319

erYtir I a I ap-fq I ap-(t-xestorowere )

tIser ID GardenAdmin

Eassword

Language :Englisn

01999-2008 Compiere 6

5.5.5.2. Compiere.

Hinh 5.15. Plan mem Compiere Professional

Nguan: Tac gici to king hop 2010

Day la m6t phAn mem ma ngu6n ma duoc tao ra vao nam 2006. Ngoai phien ban mien phi Community Edition, Compiere cung cap 03 phien ban thuong mai: Standard Edition (400 $/user/nam), Enterprise Edition (995 $/user/nam) va Professional Edition (750 $/user/nam)

Cac chirc nang chinh nhu sau:

- Quan ly hieu nang hoat d6ng cua doanh nghiep va Bao cao (Performance Management & Reporting): Compiere c6 4 dang bdo cao khdc nhau: bao cao truy van, bao cao tieu chuAn (clang in An), bao cao tai chinh va bao cao tinh hinh tai khoan. Co the thiet lap va lAy bao cao tir nhieu so do k6 toan khac nhau. Co the thiet lap cac giai doan bao cao khac nhau. Cac s6 lieu bao cao deu dva tren m6t kho dir lieu chung.

- Quin ly mua sAm (Purchasing): Cac cong doan dm qua trinh mua sAm deu ducfc quan lS, va to Ong h6a 6 mix t6i da c6 the.

- Quan IS vat to (Materials Management): Quan ly san phAm, Neu gia, phieu nhap kho, xuAt kho, van chuyen, chi phi vat to cho san xuAt,....

320

Customers with balances over S% of total

054174j

_New Oariati I

- Quan ly san xuAt (Manufacturing): Lap ke hoach va theo doi san xuAt

- Quan ly don hang (Order Management): Quan ly cac ding down lap bang chao gia, quan ly cac don dat hang, xuAt h6a don va thu ti'L. Module nay tich hop chat the v6 i quan lY vat to va quan ly khach hang.

- Quan ly tai chinh (Financial Management): Chucmg trinh ke toan nOi

b0 doanh nghiep.

- Quan lY du an (Projects): Quail lY cac du an san xuAt, kinh doanh va

cac ding viec trong doanh nghiep.

Song song va tich hop vOi chuong trinh ERP IA chuong trinh Quan ly Khach hang (Customer Relationship Management - CRM). Chuong trinh

nay c6 3 mo dun la Quan lY ban hang (Sales), Quan 1S, dich vu (Service) va

Thuong mai dien to (eCommerce).

5.5.5.3. Opentaps:

Opentaps la n'L tang ma ngu6n mop cho doanh nghiep cua doanh nghiep. Cac tinh nang tinh vi va kien truc hien dai dm no bao g6m mot he th6ng ERP va CRM chuAn c6 khA nang ke't n6i vai dien thoai di dOng va

tich hop chirc nang quan trj doanh nghiep thong minh.

Hinh 5.16. PhAn mem Opentaps

rte. AM OveL, Ot

4 8,....i.ii...iarevq6..;:stiot pa, nourn

w •00 C•emeer rarte.n*14.0.0.0 %MUM

biee Mew raw*

or,sookur3 $44"4.0"*. *601 bwro Caltaq.'

ItAltka

61.104110.411 PIM 1 WOW" IMMO <ht, 0.0.1402

De.10.roMenCair 040114.

04104 twebit6 11$40 ayroNpannw S.Z.M.S4

04.14040010

NguOn: Tac gia ttr tang h9p 2010

321

• 1.......4••• • wow oomfte••••

se.urvwes

, Phan mem ma nguon Opentap gom cac module nhu sau:

• Cira hang tivc tuyen

• Quan tri quan he khach hang

• Quan ly kho

• Quan ly tai chinh k'e toan

• Mua hang

• Cac img dung quan tri

Phan mem ERP Opentap la phan mem giai phap thong minh voi cac module chirc nang can thiet ma cac doanh nghiep thucmg mai not chung can. Cac doanh nghiep thuang mai có the sir dung Opentap de thay the cho cac giai phap ERP hien có tren thi truang.

5.5.5.4. xTuple

Duce xay dung tren nen co sa du lieu nguOn ma PostgreSQL, va ma ngulin mop Qtframework cho C / C + +, xTuple PostBooks cung cap cac tinh nang va tinh linh hoat cho cac doanh nghiep trong hau het cac nganh ding nghiep. INTO bao gOm cac module sau day

Hinh 5.17. Plan mem xTuple

Nguan: Tac gia Or tang 119p 2010

322

• Quan 1ST tai chinh kg town - s6 kg town tong hop, cac tai khoan phai thu

va tra, bao cao tai chinh...

• Quan 1ST Ban hang - bao gia, lenh dat hang, bao cao ban hang, van

chuygn...

• Quan 1ST quan he khach hang - se dia chi, pan 1ST su co, quan 1ST co

hei, danh sach ding viec, quail 1ST du an...

• Quan 1ST mua hang - don dal hang, tigp nhan, bao cao nha cung cap

• Dinh nghia san pham - items, hod don thanh toan cac nguyen vat lieu

• Quan 1ST hang ten kho - ho trg quail 1ST nhieu dia digm, kho bai ding

cac cac tinh nang quan 1ST kho bai chuyen sau khac

• Quan 1ST san xuat - cong viec don at hang, ho trg manh de thuc hien

cac lenh san xuat

• OpenRPT - Chirc nang tao bao cao (xay dung ten ma nguen ma)

Gitmg nhu tat ca cac san pham xTuple, PostBooks chay tot tren ca

Windows, Linux va Mac va hoan town co kha nang qugc tg h6a (da tin

ho trg thug cho nhieu co cau, va chuc rang da nen ngil). Chi phi sir dung

be phan mem nay se dugc tinh tren s6 luting nguai clang mZii nam.

5.6. Xfiy citing ke hoach kinh doanh coign to

5.6.1. Tiong quan v'd ka hooch kinh doanh dPen ter

5.6.1.1. Khai niern ke hoach kinh doanh

Kg hoach kinh doanh la ban a dinh hu&ng cho su phat trign va hoat dOng kinh doanh cua doanh nghiep. Kg hoach kinh doanh dugc viet ra nharn xac dinh cac muc tieu phat trign va cach thirc thuc hien a dat dugc cac muc tieu nay. Kg hoach kinh doanh thuong dugc vigt khi thanh lap met cong ty

tren thi truamg va danh cho cac dei tugng ben ngoai doanh nghiep nhu cac nha dau tu, cac doi tac tiem nang hay cac nha quan 1ST tuang lai.

5.6.1.2. Myc dich xay dung ke hoach kinh doanh

- Dg thu but nguen tai trg: Day la 1ST do thong thuOng giai thich tai sao met doanh nghiep can c6 met kg hoach kinh doanh. Met cong ty hien tai co

323

the tim kiem ngan tai try cho mOt khoi dau trong thuang mai dien tir tir cac ngan hang, cac thi trumg tai chinh (vi du nhu phat hanh c6 phieu ra thi tru&ng), mOt d6i tac kinh doanh tiem na'ng, hoac tir mOt quy phan b6 nOi b0 (vi du, mOt vincanh kinh doanh cu the). MOt ding ty mai thanh lap thumg tim kiem ngu6n tai try tir cac nha dau tu, hoac ngan hang.

- De thu hfit dugc cac ngan luc kha.c: Doi khi khong phai chi cac nhA dau tu men mu6n xem xet ban ke hoach kinh doanh ma cac nhA cung cap thiet bi, hoac nha cung cap dich vu,...cfing main nghien ciru ke hoach kinh doanh truac khi lien hanh hgp tac ved doanh nghiep.

- quan 1ST doanh nghiep hieu quA: Qua trinh viet ke hoach kinh doanh thfic day cac nha quan ly phai suy nghi truck, dat muc tieu, du doan van de, va dua ra mOt so bien phap de dat dugc thanh cong trong kinh doanh.

- De quyet dinh co nen tiep tuc trien khai du an kinh doanh: Doi khi ket quA thanh cong nhat cua mOt ke hoach kinh doanh IA mOt quyet dinh dimg 10. Viec nghien cfru va viet ke hoach kinh doanh có the cho thay thuc to kho khan tren thi throng tir do giiip cac nha quan 1S, danh gia thau dao va quy6t dinh co nen tiptuc du an kinh doanh. Neu h9 biet dimg 10 dung luc thi co the tiet kiem dugc dang ke thOri gian, tien bac, va gift gin dugc danh tieng.

5.6.1.3. Khi nao can xay dung mOt ke hoach kinh doanh

Dau tien, su can thiet co ban de viet mOt ke hoach kinh doanh la khi mOt y tuang kinh doanh can duqc chia se vai nguai khac

Thfr hai, mOt ke hoach kinh doanh can gan lien vai mOt chien luqc kinh doanh nao do cua doanh nghiep. Neu nhu do la m(it phan cita chien lugc thuang mai dien tu, thi cong ty co the lap Ice hoach de tao ra mOt cong ty con, hoac cai t6 10 ding ty, hoac thanh lap mot cong ty có huang di mai, de lam dugc dieu nay thi bat buOc phai xay dung mOt ke. hoach kinh doanh.

Thu ba, mOt k6 hojch kinh doanh la can thiet khi ke hoach cu da dat ket qua t6i uu. Neu ke hoach kinh doanh ban dau du tinh trong 5 nam va no da keo dai 4 nam thi liic do la thoi gian de viet mot ke hoach mai.

Tuy nhien lap ke hoach kinh doanh phai dugc coi nhu la m6t qua trinh lien tuc ma lchong có diem ket thirc. c3 mOt s6 thidiem cac nha quan 1S7, d6i

324

tac, va cac ben c6 lien quan se phai nhin 10 toan be qua trinh va chinh sira cho phu hop han, day la mOt viec rat quan tong cho ho.

5.6.1.4. Ka hoach kink doanh dien to

MOt ke hoach kinh doanh dien tir khk von k'e hokh kinh doanh khac nhu the nao? MOt ke hoach kinh doanh dien tir c6 rat nhieu diem tuang ding von ke hokh kinh doanh th'Ong thuemg han la nhang khac biet. Tuy nhien, de viet ra dugc mOt ke hoach kinh doanh dien tir tot can nhan thirc ro su khk biet ye phuang thfrc lien hanh ding nhu moi truing tien hanh hoat ding kinh doanh dien tir.

Internet khOng gi6ng nhu bat 14 mOt kenh ban hang nao tnr6c d6. Internet cho phep cac ding ty phan phi thong tin von "tic dO anh sang" va chi phi gan nhu bang kh6ng, de tiep can khkh hang ca ve pham vi va mix dO, gioi thieu cac mo hinh kinh doanh mai va sang tao, de giam bat chi phi va tao ra khoan tit kiem, va nhieu sv khac biet khac nita. Tuy nhien, Internet ding tao ra phuang tien de clang a so sanh gia ca hang hoa gift cac nha cung cap, tao ra mOt thi truing "thong tin hoan hao" dem 10 loi ich cho khach hang, va lam cho cac d6i thu canh tranh de clang tham nhap thi truing cfla mOt cling ty han. Vi vay, diem khk biet dau tien va lon nhat trong lap k le hoach kinh doanh dien to la sir can thiet cho cac doanh nghiep nhan ra nhang khac biet va kha nang dee dao cfia Internet va bat dau suy nghi khac di, dua sv sang tao ve nhang ca hei va nhimg kho khan ma mang Internet mang den vao hoat ding kinh doanh cua doanh nghiep.

- Internet mang tinh chat toan eau, ton tai teen Web co nghia la doanh nghiep se hien thi cho moi d6i Wong. Dieu nay dua den sit phuc tap cho cac lira chin ding lien thanh toan, phuang thfrc thanh toan, kenh phan ph6i, thiet ke trang web, ...

- Giao dien teen web la khong bao gi6 ding. Kinh doanh qua Web c6 nglifa la doanh nghiep se ma cfra 24 gi6 mOt ngay, 7 ngay mOt Wan. Ke hokh kinh doanh dien tir phai tap trung vao diem khk biet nay cling nhu nhang yeu cau trong viec phvc vv cua khach hang.

- Cac trang Web cho phep ca nhan h6a cac nOi dung, marketing tai timg ca than, va cho phep khach hang to phvc vv. Bed vay, doanh nghiep co the

325

bien nhcmg ung dung nay thanh mOt phan cua chitin lugc thucmg mai dien tir cua ho.

- Thucmg mai dien tir dugc lien hanh vai t6c dO nhanh chong tren mang Internet. Dieu nay c6 nghia la viec trien khai trang web phai dugc len ke hoach tong thang, hoac them chi timg tuan, khong phai tong nam. Lgi the di dau nay se bi mat neu cong ty khong the trien khai kip vii t6c dO Internet.

- Moc tieu khach hang- Kinh doanh la luon hugng tai them man nhu eau cira khach hang, nhung trong hoat dOng kinh doanh truyen th6ng thi Ca nhan hoa, marketing tai tong ca nhan, khai thac du lieu, quy mo va pham vi, va su quan li quan he khach hang la vo cong kh6 khan. Tuy nhien Internet va cac phan mem img dung cho phep doanh nghiep co the lam dugc tat ca

nhimg dieu nay mOt each nhanh chOng, nghia la tat ca hoat Ong kinh doanh

dien tir phai hoan town tap trung vao khach hang. Do d6 doanh nghiep can xac dinh ro rang moc tieu quan tong doanh nghiep dua den cho khach hang, xac dinh thi tru6ng huOng den, va su phan tich d6i dill canh tranh tir vi tri

cua khach hang.

Viet mOt ke hoach kinh doanh dien tit thu6ng m6i la, hAp clan va ding

rat kho. Sau day la mOt s6 huang din trong lap ke hoach kinh doanh dien tir.

5.6.2. Cau frac ke hogch kinh doanh di& hi.

5.6.2.1. Ccich trinh bay ki hogch kinh doanh dien to

a. Tdm quan trong ceca viec trinh bay ki hogch kinh doanh hieu qua

Ke hoach kinh doanh la cong viec dau tien ma doanh nghiep phai thuc

hien khi muOn trien khai mOt du an kinh doanh. Qua ban ke hoach cac nha

dau to tiem nang se nhan thay nhfing y tu6ng cua ngu6i lap Ice hoach. De dua ra cac guy& dinh hop tic, nha dau to chic chin se phai dua ten cac tinh hieu qua dm ban Ice hoach, ding nhu y tuang bat ngu6n de viat ban ke hoach nay. Do do, mOt ban Ice hoach kinh doanh dugc trinh bay mOt each hap din va chuyen nghiep dong vai tr6 het sirc quan tong. MOt ke hoach kinh doanh khong dugc chuan bi can than, hoan thien va trinh bay kern se

dem den kat qua khOng mong dgi.

326

b. Nell dung va cach trinh bay phein glen thieu cita Ke hoach kinh doanh dien ter

Thu. ngo: Mgi ke hoach dugc lap ra deu can m6t lbri giori thieu hap dAn de loi cu6n nguai d9c tiep tuc d9c nhung nOi dung ben trong. Thong thuang thu ng6 cantach biet voi ban ke hoach, nhung no can dugc dinh kem, hoac kep phia truck ke hoach kinh doanh. Bang cach do no se khong lan vai nhimg tai lieu khac.

Thong thuang thu ng6 dugc trinh bay theo trinh to sau:

- Ten doanh nghiep va dia chi lien he: thong thuang ten va dia chi cila doanh nghiep dugc in ding vOi Neu tugng cua doanh nghiep do.

- Ngay: ghi a ben le trai

- Ten va dia chi dm nguai nhan

- Lai chao: vi du "Kinh giri Ong Smith"

- LM giai thieu: thuang la doan d'au tien va ngin g9n, din to muc dich dm but thu.

- M6t hoac hai (loan van mo to ngin g9n ve ke hoach: can lam not bOt cac van de trong k'e hoach nham ngay lap tire thu but sit chit Sr dm ngutri d9c. Vi du, doanh nghiep c6 the dua ra mot ket luan chinh hoac de nghi (vi du, "Ban ke hoach chi ra rang day khong chi la mot hoat dOng kinh doanh co the thuc hien ma con tao ra lgi nhuan").

- Lai ket loan: doan nay c6 the cam an ngutri doe da danh thai gian d9c ke hoach (vi du, "Chfing toi mong mu6n dugc h9p tac vai doanh nghiep de nhan thirc dugc co hOi ke hoach nay mang lai").

- Sign-off: vi du, "Tran trong", hoac "Kinh thu," hoac "Regards,"

- Chit 14 vA ten -

Trang tieu Trang tieu a la trang dau tien dm ban Ice hoach kinh doanh. Day IA trang ma nguai d9c se nhin thay d'a'u tien, do d6, can phai dugc trinh bay mot cach chuyen nghiep va co phong cach.

Trang tieu de co the tao ra An tugng d'au tien tich cue horn neu no dugc trang tri bLg nhieu hinh h9a kem theo, chang han nhu bieu tugng cua cong ty. Cach tot nhat IA in trang tieu de tren giay mau sang a giiip ke hoach cua doanh nghiep not bat trong x'ap giay tang in Ice hoach.

327

Nhu vai tat ca m9i thir khac trong ke hoach, hay quan tam d6i tucmg se dgc.

NOi dung dm trang tieu de, tir deu den cu6i, bao gOm:

- Tieu de: Day phai la mOt tieu de có y nghia bao gom ten dm hoat Ong kinh doanh de xuAt. Tieu de có phong chit 16n nhet trong trang, a giita, va thus:mg 6 vi tri khoang mOt phAn ba tir tren xu6ng.

- Ten cong ty va dia chi lien N: trinh bay a giira va etc' chit trong binh. Khong nen lam roi trang voi nhieu chi ti6t lien lac — chirc vu, dien thoai, s6 fax, e-mail, dia chi girl thu... Thay vao do, hay chgn hai cach de nhAt cho ngu6i dgc ban ke hoach lien lac do la dien thoai di Ong va dia chi e-mail.

- Ban ke hoach dugc viet ra danh cho ai: Tat ca m9i ngu6i du thich nhin they ten cita h9 trong trang tieu vi du dua vao cum tir nhu la "Dugc chart bi dec biet danh cho [vi cong ty Venture Capitalist]" de tao mOt An tu9ng tot dep. Ph'An nay can phai sir dung phong chit bing hoc 16.n hen mOt chat so vgi "ten cong ty", khong bao gi6 dugc nho hen.

- Ngay hien Ghi ro rang (vi du nhu ngay 4 thang Mu6i mOt nem 2008), khong vitt tit 11-4-08, vi co the gay hieu nhAm la ngay 11 thang Tu nam 2008.

- MOt ghi chit ve tinh bao met: Neu mu6n tat ca thong tin trong trang tieu de dugc bao met, thi can vao them mOt s6 cum tir lam cong c6 tinh bao met. Vi "Kt hoach nay da dugc phat trien danh rieng cho [cong ty Venture Capitalist]. Sao chop hoec tiep toc ph'a'n ph6i cua tai lieu nay ma khong co sit cho phep dm [ten doanh nghiep] du bi nghiem cam"

Myc lye: Thong thu6ng, chi bit buOc có bang mix km neu day la mOt ke hoach lan. MOt nguyen tic la ne'u ban ke hoach \Twit qud 12 trang thi an a mpt bang Imic

Cac phAn gigi thieu khac, cheng hart nhu mOt danh sach cac bang bieu tai lieu nen dua vao phAn php luc thay vi dua vao phen chinh cua ban ke hoach.

Phy lyc: Ph1.1 hic la phAn b6 sung va rat can thiet cho ngu6i d9c de hieu them ve hoat Ong kinh doanh cua doanh nghiep.

MOt s6 tai lieu ma có the thich hgp cho mOt phi luc la:

328

- T6m tat ngin g9n ve cac giam ac va cac nha quan 1$r cap cao, nhimg ngtrai se chiu trach nhiem d6i vbi su thAnh ding dm ding ty

- He th6ng phan tich chi tit v'e d6i thit canh tranh, de 118 trg cac ban tarn tit phan tich trong ban ke hoach

- MOt danh sach hoan thien ve cac san pham va / hoc dich vu, de b6 sung cac danh sach quan trang trong ban ka hoach.

c. Hinh thirc cua mot Ke hoach kinh doanh dien to Phan nay giai thich mOt s6 quy tic ca ban trong qua trinh lap ke hoach

kinh doanh.

TAi lieu tham khan: MOt ke hoach kinh doanh khong can nhieu tai lieu tham khao vi chinh ke hoach d6 da la mOt y twang kinh doanh dOc dao. Tit ca cac tir ner trong ke hoach phai IA dm rieng minh, khong phai la trich clan hoc y tuong tir cac ngu6n Ichac. Chi co phan dua vao du lieu ben ngoii (vi du nhu phan tich thi tnrang, phan tich nganh) doi hoi co s1r tham khao.

Neu can phai trich clan ngu6n ben ngoai thi nen trich dAn trong phan ghi chit cu6i trang mOt each day dit. Vi du: "Phucmg phap tiep can nay d%ra ten ChuOi gia tri phuc vu dua ra trong Thttang mai dien tiXay dttng CNA

Ittqc (1)." Sau do, ghi chit cu6i trang # 1 bao gOm cac thOng tin nhu tac gia,

tieu de, ngay xusat ban, va nha xuit ban. Nguoi dcc trong gi6i kinh doanh danh gia cao viec co thong tin nay trong phan ghi chit teen dung mOt trang, thay vi de no trong phan tham khao a cutti dm ban ke hoach. VA tir d6 cling co nhieu lcha nang dugc chi c6 vai tai lieu tham khao, ghi chit khong ton nhieu dien tich cua trang giiy.

Tieu a tren va the& MO`i trang nen co mOt tieu de tren de xac dinh ring trang d6 nhu la mOt phan cua ke hoach kinh doanh dien tir. Cach t6t

nhal de lam dugc dieu nay IA dOt mit lieu de' viii tat.

NOi dung bat buOc a trong tieu de duai IA s6 trang, t6t that la de giira.

Neu ka hoach can bao met, nen chen chit bao met met a tieu de duoi. MOt ggi y tucmg la de chen ten cua doanh nghiep hoec cong ty, cac bieu tucmg ban quyen (c), va nim a tieu de clued.

SO trang: Danh s6 trang khong nen bit dau tir trang viet nOi dung chinh

329

dm ke hoach. Tieu de trang khong bao gip bao g6m s6 trang. N6u s6 trang dugc yeu cat' cho met Mix lac, torn tat hoac cac tai lieu giai thieu, khong nen sir di..mg s6 La MA (vi du nhu I, II, III). S6 trang (vi dki, 1, 2, 3) bat dau danh tir trang MO ta kinh doanh va tier) tic den het, bao g6m phi

Phong chit, khofing each (long va a: Phong chit de doc la dieu can thiet. Phong chit truyen thong nhu la Times New Roman va Palatino. Khoang each dung don nen dugc sir dung doan trich dart dai (neu co) va van ban dac biet. Tat ca cac van ban khac phai dugc trong gian cach dong1,5. Le phai la 2,54 cm.

Chinh ta, ngik phap, va cac d'Au cham cau: sai 18i chinh ta tir la met trong nhung 18i nha du to de nhan ra nhat trong ke hoach kinh doanh. Sai 18i chinh ta cho thay ke hoach da dugc hoan tat voi va hoac thieu sir can than, chit y va trinh de dia nguai viet ban Ice hoach. Tot nhat la khong dugc sai 18i chinh ta. Tranh sai 18i chinh ta tir bang cach sir dung met chucmg trinh kiem tra 18i, doe ke hoach that can than, va yeu au met hoac nhieu nguiri ra soat lai ban ke hoach. Dung ngit phap va dau cham cau ding quan trong de tao ra met An tucmg tich eve.

Ted lieu tham khdo di vier mat ki hooch kinh doanh chuyin nghiep

- The Business Writer's Handbook (tai ban lan thir 6) la met An ban mai nhat ve mqi thir doanh nghiep muen Wet ve each viet van ban kinh doanh.

- The Elements of Business Writing: A Guide to Writing Clear, Concise Letters, Memos, Reports, Proposals, and Other Business Documents : la met hudmg dan ngan ve viec viet van ban kinh doanh not tieng dugc so sanh voi cuon sach Elements of Style ph6 Wen that hien nay.

- The Wall Street Journal Guide to Business Style and Usage bao g6m nhieu thong tin (az biet thuat ngit) ngu?yi viet ice hoach kinh doanh khong biet, nhung no ding dua ra met ggi Sr hien dai va lien quan den kinh doanh ve chinh ta, dau cau, va net phap tir nhimg bai bao kinh to hay nhat the WA.

- The Publication Manual of the American Psychological Association OM ban lan thir 5) dugc viet cho dpi tugng nghien cau, nhung no bao g6m day du lai khuyen ve ngir phap, dau cau, viet hoa, va xu huang dang mat di

330

trong ngon ngfr viat. Hcm nth, cu6n sach c6 sari trong tat ca cac thu vien cua tremg cao ding hoac dai hoc.

- Writing and Presenting Reports (Viit va tranh bay bao cao) cua Baden Eunson (John Wiley, 1994) la da mOt huang dan c6 gia tri cho cac tuang lien kat dugc viat bang van ban hoac dua ra trong cac bai thuyet trinh.

5.6.2.2. Lap ban torn tat ki hoach kinh doanh dien tit

a. Ban tom tat ki hoach kinh doanh dien to

Phan not dung torn tit ke hoach kinh doanh dien tir c6 the la phan quan trong nhat cua ke hoach kinh doanh. Boni day la phan dau tien dugc d9c, va no c6 the la phan duy nhat dugc de mat tOi trong ca Ka hoach kinh doanh. Trong s6 vo van cac ke hoach kinh doanh thi cac nhA dau tu chi co the xem xet nOi dung torn tit dm ban Ice hoach ma thoi.

MOt nguyen tic lA ban torn tit nen bat dau khi da viat dugc mOt nira ke hoach kinh doanh cho tai khi da viat xong ban ke hoach. BAn tam tit ke hoach la ban tarn lugc nhung diem then ch6t cua du an kinh doanh dien Muc Bich cua no la da giai thich nguyen tic kinh doanh co ban theo cach vita truyan tai dugc thong tin vim kich thich dugc nguai d9c. Neu sau khi doc ban tom tit nha du tu hoic nha quanljt hiau dugc y tuang kinh doanh va mong mu6n Nat them chi fiat, khi da ban torn tit da phat huy dugc hieu quA.

Nhu mOt phien ban nho cua ke hoach kinh doanh dien tir, ban tam tit thong thuang chira mOt hoac hai diem quan trong nhat tir cac phan cua ke hoach. Do nhimg han the IchOng gian, mOt s6 phan co the Ichong dugc dua ra, nhung ban tom tit se cung cap cho nguai d9c nhUng net chinh yeu nhat dm ban ke hoach.

- Ban tam ,tit khOng chi lA mOt mo to ngin eon ve tinh hinh kinh doanh ding nhu giai thieu sa qua ve. san pham ma IA mOt ban tom lugc town be) nOi dung dm ban ke hoach.

- Ban tom tit khong phai la mOt de cucmg cua ke hoach. Nhimg nguai viat ban tam tit Ian dau tien doi khi pham lOi la tao mOt bang ma rOng nOi dung. Vi du, de nguai d9c bit co mot ban phan tich de:1i thu canh tranh ben trong thi nen tom tit ban phan tich bang cach dua mOt hoic hai d6i thin canh tranh chinh va nhang lgi the cua ding ty trong thi truang canh tranh.

331

- Trong ke hoach trgn yen, can tranh dat ra nhang yeu eau qua mirc hoac chi neu bat mat tich cIrc. MOt nha dau to hoac doanh nhan c6 kinh nghiem se nhan ra sit phong dai va dieu nay se lam giarn dO tin cay cita ke hoach.

- Ban tom tat khong phai la mOt bai tap cat va dan. Soon thao ban tom tat co the bat dau bang chinh doan van va cau tir then ch6t lay tir ban ke hoach, nhtmg ket qua cutii cimg se dugc viet "min" thay vi lap lai nOi dung va va dien dat troi chay nhimg diem n6i bat dm ice hoach tir dau den cuOi.

b. NOi dung cita ban tom kit

Ngoai viec tam tat cac y tuang kinh doanh va ke hoach kinh doanh, nOi dung dm ban tom tat phai dugc viet cho nguoi dgc mOt cach co nwc dich. Neu ke hoach dugc viet cho mOt nha dau tit, thi phai bao g6m nhang nOi dung quan trong ve khia canh tai chinh. Tucmg t%r nhu vay, tranh nhting thuat ngu va khai niem co the khong quen thuOc von nguoi dgc.

Bat du ban tom tat von mOt nhan dinh thu vi va thuyet phlic la mOt trong nhang each hieu qua a loi keo sit chit y dm nguvi dQc. D6 co the la mOt cau chuyen ngan rat dill vi (vi du nhu, dOi von Purma Top Gifts, lam sao da ntli lira tir 160 trieu nam truck day tao ra do trang sirc bloodstone not tieng cua Purma), mOt cau hOi (vi du, "qua tang cho tre em not tieng &tat cua Purma la gi? Dap la mOt tam da ciru! Nhimg tam da ciru Soon Purmaian tir Purma Top Gifits se dem den sit am dp va thoai mai cho nhang dira tre sa sinh tren khap the giai"), hoac mOt con so lam sung sot (vi "Trong nam 2001, tren 256.000 khach du lich von cac khoan thu nhap vugt qua 40.000USD da truy cap cua Purma. Nhang khach du lich can co mOt noi ma h9 co the mua nhang san pham tot nhat Purma cho cac doanh nghiep be, gia dinh, va ban than h9").

Ngoai ra, cach truy6n thOng de bat au ban tom tat la ghi mgc dich cua doanh nghiep, co the tong hop nhang nhiem vg dm ding ty (vi du, "Purma Top Gifts la mOt hinh duly kinh doanh dien tir ban hang chat lugng cao cua Purma-lam qua tang va qua km niem cho khach hang nhimg nguoi muOn mutm Purma cung cap san pham tot nhat") va mOt vai cau ye cac san pham hay dich vu kinh doanh se dugc cung cap.

332

Sau do c6 gang nhan monh mOt diem quan trang tir moi phan cua ke hoach - thi truang muc tieu tir phan phan tich thi truemg, thong tin ve lcri the conh tranh tit ban phan tich d6i thu conh tranh, lqi nhuan ten von dau to tir cac bao cao tai chinh,...

Ket luan ban tom tat bang cach neu muc dich cua ke hoach kinh doanh dien tir (vi du, "Muc dich cua ke hoach nay la de dua ra de xuat cutii ding ve trang Web dm Purma Top Gifts va tim kiem nguen tai try cho su phat trien cua no") va mOt dieu cu the ve nhimg gi mong d9i a nguai doc.

c. DO dai caa Ban torn tat

Hau het cac y tuang kinh doanh can dai ham mOt trang de thong bao cho nguai d9c biet doanh nghiep du dinh kinh doanh ve cai gi, nhung cling kh8ng nen nhieu horn hai trang. CO mOt quy ix& la neu khong the tom tat ke hoach kinh doanh cua minh trong hai trang, thi nguai d9c se cho rang doanh nghiep do du va khong biet cai nao la ke hoach chinh.

5.6.3. MO to chung ve hogt (Pig kinh doanh: mgng, tam nhin, muc lieu

5.6.3.1. MO toy Wang kinh doanh dien to Phan mo toy tuang kinh doanh cua ke hoach kinh doanh dien tit la

phan dau tien quan trang can phai viet.

MO to fl twang kinh doanh la gi?

Day la phan mo to ban chat va hive dich cua 5, biting kinh doanh. Muc dich cua mo to kinh doanh la giai thich va chung minh y tuang kinh doanh.

Phan tich mo hinh kinh doanh

Phan phan tich nay dem lai cho nguai d9c cai nhin toan canh ve nhimg gi doanh nghiep du dinh thuc hien va lam the nao doanh nghiep CO the dot duac thanh cling vori y tuang kinh doanh do.

Phan tich ve linh vuc kinh doanh: mOt linh vuc kinh doanh bao g6m mOt nhom cac doanh nghiep san xuat, ban va phan phoi hang He va dich vu gi6ng nhau. Phan tich linh yip kinh doanh se gifip co duqc cai nhin tong the ye thuc tong ding nhu va tucmg lai phat tri6n trong linh vuc do.

333

Cac van de ma nguai dgc quan tam trong mix phan tich nay la:

+ Ca hOi kinh doanh thucmg mai dien tir

+ Tai sao nen thuc hien ke hoach kinh doanh nay thay vi ke hoach kinh

doanh khac.

+ Cac nhan t6 tac dOng tich cuc va tieu cuc tai boat dOng kinh doanh nay.

St? nqnh: Sau khi dua ra birc tranh ding the ve linh vuc kinh doanh thi nen tap trung vao phan tich doanh nghiep trong dO neu len sir menh cita doanh nghiep va phan tich tam quan tong cita sir menh nay.

Myc tieu kinh doanh: la nhang viec lam cu the a thuc hien dugc sir

menh de ra.

Myc dich cfia dy an: neu nhu sir menh cua doanh nghiep nit& manh tri cac ke hoach se dugc thut hien, muc tieu nhan mph tai lam the nao de co the hoan thanh sir menh, thi muc dich cua du an se tra lai khi nao, a dau, ai va lam the nao de thuc hien cac sir menh dO.

CO the co nhieu ke hoach de dat dugc mOt muc tieu de ra, va mOi mOt ke hoach se co muc dich rieng. Chinh vi vay can có mOt ket n6i gift muc tieu kinh doanh vai mix dich cua tong ke hoach.

Frau het cac ke hoach kinh doanh khong bao g6m cac muc tieu dm du an. Tai sao? Truac tien, mOi muc tieu CO mOt s6 muc dich khac nhau. Thir hai, cac muc dich nay se khong dugc xem nhu la chitin loon cua ke hoach kinh doanh. Thu ba, tir thuc lien cho thay a viet dugc mix dich cita tirng ke hoach la rat kho khan.

Dinh vi gia tri: la mOt trong hai nhan t6 quan trong cua mo hinh kinh doanh. NO mo to de 19i ich ma san pham hay dich vu mOt cong ty cung cap cho khach hang va dap Ung day dit nhu cau cua nguai tieu dimg . Noi cach khac, tai sao khach hang nen mua san pham ho4c dich NT cua doanh nghiep?

Dinh vi gia tri có the dua teen chi phi thap nhat (Buy.com), cac dich vu

khach hang hoart hao (Amazon.com), cat giam tim kiem san pham (Autobytel.com) hoac chi phi nghien ciru gia (Deal-time.com), nghien cuu

thi tatting (Dell.com), hoac cung cap cac san pham tieu dimg (anything left- handed).

334

Mo hinh kinh doanh: Moi mOt ke hoach kinh doanh it nhAt phai chi ra dugc mo hinh kinh doanh cu the. Vi du nhu gian hang ao, cong giao dich, moi giai giao dich, hay trung gian tin cay. Cac nha dau to se bi An tugng khi ma doanh nghiep co the chi ra dugc cac hoat Ong kinh doanh trong mOt mo hinh kinh doanh.

MO hinh kinh doanh la hinh thirc kith doanh cua doanh nghiep ma co the tao ra doanh thu de duy tri chinh no. Hai thath phan chinh cua cac mo hinh kinh doanh dinh vi gia tri va cac mo hinh doanh thu - lam the nao mOt doanh nghiep hoac du an tao ra thu nhap.

Sau khi hoan thanh, co the them vao ban ke hoach bat cir thong tin kith to co lien quan nao ma doanh nghiep cam thay can thiet de nhang nguoi theo d'Oi co the hieu re) hcm ve nhang gi doanh nghiep trinh bay. Vi du:

- Bat kST nhimg dac diem rieng va not bat cua doanh nghiep doi voi khach hang hay cai ma giup cho doanh nghiep thanh cong dugc.

- Hinh thirc kinh doanh cua doanh nghiep: dOc quyen, hop tac, hoac lien doanh

- Neu la doanh nghiep nho thi co the dua ra ka hoach quan ly. Neu doanh nghiep la 16n, ke hoach quan ly tot that la dua vao muc hoat Ong

- Neu hog dOng dugc nhieu ngu6i Net va/hoac quan trong, cho biet nai se trien khai ke hoach

- Neu doanh nghiep da dugc trien khai thi mieu ta ngan g9n ve doanh nghiep va vi tri cua doanh nghiep tren thi tnr6ng.

Mieu to ye san phim vi dich vu: Doanh nghiep se cung cap cho nguad doc cai thin toan dien ve san pham hay dich vu dugc cung cap cho khach hang. Vi du, san pham bao gem cac dac diem nhu tinh nang, thiet phong cach, va mau sac.

Cac san pham/dich vu phai dugc mo ta hoan chinh, de nguoi dgc hieu san pham/dich vu, nhung khong qua chi ti6t ho4 cu the, de (IL den su

nhAm IL hay sao Yang cua nguad d9c. Neu gap kh6 khan trong viec mieu ta, hay kern theo hinh ve trong ban mieu ta. NL mOt boat cac san pham hoac dich vu dang dugc cung cap, than math cac yeu t6 co ban ban dau sau do

335

liet ke cac san pham con lai a clang sau no hoac chen them mOt ban phi,' 1%ic day du va ban ke hoach. Co gang mieu to san pham theo goc nhin cua Ichach hang.

Ban mo to phai dua ra li do lam cho san pham tra nen not bat va khac biet tren thi tnrang. Tilting tin cu the se dugc cung cap trong phan phan tich d6i thu canh tranh. Nhung nen CO mOt phan so qua ve ac diem rieng biet va

cac yeu t6 quan trong nen dugc bao g6m de khach hang CO the hieu ve san

pham/dich vp tot horn.

Sau khi ma to cac san pham hoc dich vu, dua ra nhimg gi lgi ich ma lchach hang se nhan dugc khi mua san pham hoc dich v (vi du, nhang van de dang dugc giai quyet). Phan nay se giai thich r6 ve dinh vi gia tri dugc

xay dung tnrac do.

5.6.3.2. Su menh cua doanh nghiep

Moi hoat dOng kinh doanh deu co invc dich cua no va tam nhin xa cua ke hoach nay. Muc dich va tam nhin phai dugc dua ra trong sir menh. Ban nhiem vu se fret thanh diem khoi dau cho su phat trien cua muc tieu kinh doanh, va invc tieu IA nhimg co sa cho viec thiet lap ket qua thIrc to cua ke

hoach kinh doanh.

Khai niem su menh

Sir menh la nhang gi ma doanh nghiep can dat tai.

Cac buac de xac dinh sir menh cua doanh nghi0:

• Kinh doanh trong firth vuc nao?

• Loai hinh kinh doanh mu6n tham gia?

• Thi twang muc tieu?

• DOng luc thiic day tien hanh kinh doanh?

D4c diem awl sir menh:

- Tam nhin: sir menh phai dua ra dugc cai tam nhin tau dai cua doanh nghiep. Sir menh se gitip cho m9i nguai hieu dugc doanh nghiep se nhu the nao, lam sao doanh nghiep CO the dat dugc tat' n nhin dai han. Vi vay, mOt sir

336

menh thtemg xuyen c6 nhung cum tir nhu "la tot nhAt", "chAt lucmg cao

nhAt", va "tren the giai".

- Mang tinh chAt khai quit: MOt cong ty khong the huang tai tat ca moi nhung sir menh 'thong nen OM han Dinh virc phuc vu hoac chuyen

mon dm mOt cong ty qua hep. Dac biet la trong su bien d6i nhanh trong cua the giai ve thucmg mai dien tir, nhu cau khach hang va khach hang c6 the thay d6i nhanh chong. MOt sir menh nen dugc ma rOng dit de cho phep cong ty dap img nhu cau ma khong phai sira d6i van ban nay hang nam.

Vi du, nhiem vu ban dau trong classmates.com IA tap hop hoc sinh mOt lap a truang trung hoc dm my. Tuy nhien, viec kinh doanh nhanh chong tim ra mOt thi truing trong cac truang cao ding va dai h9c dtmg thbri, va den lugt trong quan dOi va nai lam viec. Ngay sau dO classmate.com nhAn ra rang day khong chi kinh doanh lap h9c, ma day la ket n6i mang luai cac Ca than vii nhau. -Giam d6c lieu hanh Michael Schutzer thira nhAn rang Ong se chcon mOt sir menh c6 ten khac va khai quit hat de bat Au mOt cong viec kith doanh hien nay. "Kinh doanh cua chimg toi cao hat viec la nai Chia se cua cac h9c sinh trung h9c," Ong noi. "N6 IA mOt mang luoi ca than ket n6i m9i nguili." (Dot-corn Content that Works?)

- Thuc te: Tarn thin xa can phai duce phit hgp vii thuc te de CO the kha thi. Sir menh bao g6m tat ca m9i thir va qua nhieu hira hen se khong dua ra mOt cai thin rI3 rang ye hoat dOng kith doanh. MOt sir menh xa voi vii thuc t6 se khong CO dugc su tin cAy tuyet cao. Thay vao do, sir menh tot nhk IA co ket n6i tnic tiep va thuyet phpc.

Vi du, trong thing muoi nam 2002, Microsoft da thay d6i ban nhiem vu tir "Cho phep m9i nguai sir dung phan mem th8ng minh- bAt kSi luc nao, bk IcS/ nai nao, va tren fat ca cac thiet thanh "Cho phep m9i nguai va doanh nghi'ep tren the gioi thAy dugc het gia tri tiem tang" Ban nhiem vu mai chic chin co dit khai quit, nhtmg no c6 thuc te? N6 co qua nhieu hira hen? NO c6 dua ra dugc m9i y6u t6 de the hien muc dich cila Microsoft? H'Au het nguai viet ban nhiem vu se nglif rang van ban nay IA mOt bu6c lin, bang cach sir dung nhimg tieu chuAn dugc liet ke a day.

- Co tinh thuc My: Sir menh phai dugc viet bang mOt cach ma no thitc dAy dugc su cam ket vii cac than vien, khach hang, d6i tic, tai trg ve

337

nhang gi cong ty nay se lam hoac san xuat. MOt s6 to chirc nhan manh gia tri thitc day cita mOt ban nhiem vu ten tat ca moi dac diem, bang cach sir dung no a dien to triet ly va gia tri cita cong ty.

- Ngan gon NIA site tich: Sir menh khong nen dai hcrn 25 chit. MOt s6 nha to van khuyen rang van ban nay dit ng'an de cho mOt nhan vien co the de dang nha no va not lai no.

- De hieu: Ban nay nen sir dung ngon ngir do thuyet phuc va de hieu. Vi du, mOt ban nhiem vu dm cong ty ve cong nghe se khong bao g6m cac tit kho hieu hoac thu4t ngfr ve cong nghe khong quen thuOc vori nguoi khong chuyen.

Vi du ye sir mOh: Doi khi each tot nhat a hieu sir menh la gi la xem cac cong ty khac da 19a chon sir menh gi cho doanh nghiep. Ro rang doanh nghiep kh6ng nen sao chop sir menh cua mOt cong ty khac vi sir menh rieng giup doanh nghiep khang dinh vi tri cua minh tren thi trueng, va se tranh khong vi pham ban quyen cua cong ty ve van de nay.

Duai day la mOt s6 sir menh cua cac cong ty va cac t6

• McDonalds: "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile"

• J. Sainsbury: " Our mission is to be the consumer's first choice for food, delivering products of outstanding quality and great service at a competitive cost through working faster, simpler, and together "

• Success Networks: " Our mission is to inform, inspire, and empower people and organizations to be their best - both personally and professionally."

• Big Binoculars: " Our mission is simply to offer our customers the most binocular aperture, at the highest quality, for the lowest price."

• Levi-Strauss: " We will market the most appealing and widely worn casual clothing in the world. We will clothe the world."

• OHCHR: " The mission of the Office of the United Nations High Commissioner for Human Rights (OHCHR) is to protect and promote all human rights for all ".

338

Cach vdt sir menh

Mgt t6" chirc lbn clang hog dOng can có met qua trinh xem xet dai va fling quat de dua ra mot sir menh.

Met so buorc dinh hinh six menh:

• Liet ke 5-10 tir hoac cum tir mO to doanh nghiep cua doanh nghiep. Ranh dau ba cai quan tong nhat.

• Liet ke 3-5 tir hoac cum tir me, to hinh anh 13", tuerng cua ding ty yen cai nhin tir khach hang.

• Liet ke 3-5 tir hoac cum tir mo to hinh anh 157 tuemg cua cong ty voi cai nhin tir met nhan vien va quan

Tam nhin cua doanh nghiep phai tap trung vao cac muc dich cua doanh nghiep:

• Liet ke nhang co hei cua thi tnremg va / hoac nhu cau cua khach hang ma ding ty cim doanh nghiep du dinh tranh thu (vi du nhu, value proposition dm ding viec kinh doanh).

• Ai la khach hang cua doanh nghiep? Liet ke thi tnremg chinh thir nhat va thir hai (thi.truemg muc tieu dugc thao luan trong Market Analysis lesson).

• WA suy nghi cua khach hang, liet ke moi dich vu hay san pham doanh nghiep cua doanh nghiep se cung cap.

5.6.3.3. Muc tieu kinh doanh dien tit

Muc tieu la mieu to hoat dung can phai lam hoac nhiem vu can hoL thanh. Cong viec kith doanh se can m'et vai muc tieu, moi thir vach ra met disu kien mong muOn trong tuong lai, cai ma su co gang hugng tai. Cong viec kinh doanh se thanh cong n'e'u muc tieu dugc hoan thanh.

Hai mix dich song song dm viec dat ra muc tieu la (a) a dat ra met thuoc do cho viec danh gia su thanh cong dm cong viec (b) dat ra su uu tien cho viec quan 157 cong viec va cac than vien, nhang nguM se gift trach nhiem hoL thanh cong viec. Muc tieu giup cac cap quan VT tap trung vao cac hoat dOng chinh de" giam thieu nhimg viec sao tang, dan tai tieu hao tai nguyen cong viec ma hoan thanh duple it hem ding nhu thanh cong trong viec tien hanh sir meth.

339

Dgc ddm awl muc tieu kinh doanh

Nhang dac diem chung:

+ Bat ngutm tir sir menh: De viet duce mgc tieu can tra loci cau holt "Can lam gi de hoan thanh sir menh?".

+ Mgc tieu co dinh huong: MOt mgc tieu kinh doanh phai dat ra dieu can hoan thanh ro rang that co the. Mpc tieu se CO hieu qua nen ta dimg nhang dOng tir huong hanh dOng nhu phan ph6i, thgc hien, thiet lap va cung cap; tranh dung nhang tir ngil yell kern nhu: tao thuan loci hay phan tich (dieu nay c6 the nghia la chung co gi dugc hoan thanh).

+ Thai gian ng'an: Mpc tieu thuong de chi tai viec lau dai ma t6 chirc can phai hoan thanh trong 3 nam hoac lau km the. Ngay nay, kinh doanh dang phat trien rat nhanh va cac cong ty thucmg mai dien tir phat trien ding von t6c de? phat trien cira Internet. Vi the, mix tieu thuong dugc ap dung cho nhimg khoang thiyi gian ngan han, it khi nhieu han 3 nam va thuong la mOt nam hoac it hon. Phan lszcm ke hoach cong viec se co ca hai khung thbi gian de hoan thanh ding viec.

+ Cu the: mOt mgc tieu phai neu ra trong mOt hoac 2 cau. Mgc tieu cang dugc dinh nghla ro rang thi cang de dat dugc.

+ Sir thir thach: MOt mgc tieu can thir thach nhcmg nguai co trach nhiem hoang thanh n6. De dat dugc Inge tieu can phai co no lgc trong do.

Mot so vi du ve myc tieu kinh doanh:

+ Tao ra mOt cira hang trgc tuy 'en chira nhieu mat hang chat luang ma cac khach hang cira chung ta mu6n mua.

+ Thiel 0 mOt trang web troy cap nhanh, de nhin, san sang tra loci va chira day dit thong tin ma khach mu6n tim.

+ Thiet lap mOt he th6ng phan b6 san pham ma cung cap sg linh hoat va tin cay cho khach hang.

+ Thiel lap mOt chuang trinh lien ket, chuang trinh se tang nhieu ca hOi trung bay va tang lai nhuan cho doanh nghiep va cung cap them chuang trinh plwc v1,1 khach hang.

+ Quang cao qua cac phuang tien truyen thong tr%rc tuyen.

340

+ Dat ra mOt cau triic quan ly cho phep hoan thanh cong viec hieu qua va c6 lgi nhuan.

Doanh nghiep c6 the Oa ten sir menh TA 6 ra de viet muc tieu kinh doanh. Vai sir menh da de ra, liet ke mOt danh sach nhung hoat dung se thgc hien de hoan thanh sir menh do. Sau dO xac dinh khoang thari gian hoan thanh va mOt down giai thich ngan ve muc tieu. Dac biet nhan manh vao y6u t6 thir thach va tinh rieng cim timg mix tieu.

5.6.3.4. Myc dich czia ke hoach kinh doanh dien ter

Nhieu nguari cho rang muc dich cua ke hoach chi la mOt phan cua muc tieu. Nhung ve ca ban mix dich cua ban ke hoach la bat ngu6n tir muc tieu kinh doanh, va thuamg chi cho ngan han va ca biet nham dat dugc mix tieu de ra.

Cac quy tic d6i voi viec soar ra cac muc dich:

+ Cu the: muc dich cho biet chinh xac do la van de gi, a dau, can giai guy& khi nao va nhu the nao.

+ Co the tinh toan dugc: Mtic dich cho biet chinh xac van de nao se dugc thirc hien ton bao nhieu, thIrc hien dugc nhieu nhu the nao va ket qua ra lam sao.

+ Dinh huang hoat dOng: Mvc dich sir dung nhu la ban huOng dan hanh dOng de dam bao rang mOt s6 viec se dugc dive hien.

+ Thgc muc dich la ket qua ma to c6 the dat dugc trong khoang thei gian cho phdp.

+ Gidd han thin gian: Mvc dich bao g6m s6 ngay cu the de dat dugc.

Vi dy: Mvc tieu cua Purma Top Gifts tao ra 1 trang web dugc thiet ke Op, a clang chuyen d6i, tra lai va cung cap cho nhang nguoi ghe tham co dugc nhang thong tin ma h9 can. MOt s6 muc dich nhu sau:

MOt trang web nguyen mau voi tat ca han 90% chuyen de va thong tin dugc len ke hoach se c6 hieu l‘rc cho 20 ngay dimg thir truck ngay gi6i thieu (khai trucmg).

Trang Purma Top Gifts se dugc nha cung cap ben ngoai clang ky va se c6 khoang 99,5% gia tri thad gian sir dung d6i ved cac khach hang.

341

Bat kY trang nao teen trang Purma Top Gifts ding se tai ve trong vong 12 giay hoac sir dung it hon. O My c6 90% tat ca cac phien ban dung thir. Tat ca cac trang se dugc tai ye trong yang 17 giay hoac it nhat trong 100% dia tat ca cac trang dung thir.

Trong mgt nhom khach hang thi 80% khach hang cua Purma Top Gifts se danh gia trang web a thir hang 45 hoac IA cao hon ten trang Web site scorecard..

Bat ky thong tin nao ten trang Purma Top Gifts cling se dugc cung cap trong yang 3 Fan kich chuOt tir trang

Cu moi giay ten trang Web thi mOt bang huang can chuan se liet ke cu6i moi trang .

M6t duimg ket n6i chu thich tir thu dien tir se dugc them vao a cu6i moi trang. M6t nguai tham trang Web gUi lai chu thich theo &rang link nay se nhan dugc 1 lai dap ca nhan trong yang 1 ngAy lam viec.

5.6.4. Mt) hinh kinh doanh

MO hinh kinh doanh dien tie la gi?

CO rat nhieu dinh nghia ve mo hinh kinh doanh. Vi du:

MO hinh kinh doanh lA hinh thirc kinh doanh ma mOt doanh nghiep da trien khai nham flan hanh thu lgi nhuan. MO hinh kinh doanh se cho biet mgt cong ty se lam the nao de kiem tien thong qua viec phan b6 cac ngu6n l%rc (Nguem Business Models on the web cites Michael Rappa).

MO hinh kinh doanh lA bao g6m cac hoat dOng da dugc len Ice hoach nhAm thu 19i ten san giao clich. (thwang mgi dien tit: kinh doanh, cong nghe, xa hOi cita Kenneth C. Laudon).

MO hinh kinh doanh bao g6m cac m6i quan he gift khach hang dm cong ty, lien minh va cac nhA cung cap, trao d6i hang hoa, thong tin, tien va lgi ich gifra cac ben tham gia (NguOn Migrating to ebusiness models cita

Peter Weill).

Phan loci mo hinh kinh doanh clien tit

CO rat nhieu hinh thirc phan loai mo hinh kinh doanh. Duai day IA mOt s6 mo hinh kinh doanh ph6 'Dien vai mat so mieu to ngan g9n:

342

- M6 hinh moi gioi: cac nhd m6i gigi la nguiyi tao ra thi tnro.ng, hg gin ket ngu6i mua va ban lai voi nhau, giitp cho cac giao dich B2C, B2B hay C2C dien ra mot cach de clang hcm.

• San giao dich

• Thut hien cac don hang mua/ban

• Thu thdp nhu cdu v" mot loai hang hoa, dich vu

• Med gioi dAu gia

• Nhd phan phi

• Dal ly tim kiem

• Thi truang ao - M6 hinh quang cao: mo hinh nay la hinh thirc ma rOng cua mo hinh

truy'en thong truy6'n th6ng. Mo hinh nay chi lam viec khi s6 lugng nguoi xem lan

• C6ng thong tin

• Dang ki sir citing

• Phan loai

• Tra tin theo thir to

• Quang cao theo b6i canh

• Quang cao theo nOi dung

• Gioi thieu

- M6 hinh thong tin: dit lieu ve khach hang va thoi quen mua hang la vo cling co gia tri dd'c biet la khi thong tin do dugc pha'n tich can than va sir dung tap trung cho chitin lugc quang cao. Dit lieu ve hang h6a ma dugc thu thdp d6c ld'p rat hitu ich cho ngueri tieu dung. Theo m6 hinh nay th6ng tin se dugc cung cAp cho ca nguoi mua va ngu6i ban.

• Mang luoi quang cao

• Xep hang muc d6 ngu6i xem

• Quang cao kich thich

• Cac nha trung gian cao cAp

343

- Mo hinh ngu6i ban: Day la mo hinh ban buon va ban le hang hoa. Hay con gai la cira hang tr%rc tuyen.

• Nguoi ban ao

• Ngu&i ban hang theo catalog

• Cira hang truyen thing ban trvc tuyen

• Trung gian ban hang

- M8 hinh nha san xuat: Theo mo hinh nay cac nha san xuat se lgi ding suc manh dm web de c6 the tiep can tr%rc tiep vii nguai mua, loaf be trang gian phan phii.

• Mua hang

• Cho thue

• Cap bang

• N8i dung gin vii thuang hieu

- M8 hinh lien kit: m8 hinh dem lai cho nguad tieu dung nhieu ca h8i mua hang tir nhimg trang web khac nhau. Cac site lien ket se cho pile!) mua hang trvc tiep tir ngu6i ban.

• Trao ai banner

• Tra tien click

• Chia se doanh thu

- M8 hinh Ong ding: nguoi dung se dtrac gin ket vii nhau trong mgt cong ding tren mang. Mo hinh nay dva tren trung thanh cita ngu6i dung.

• Nguin m6

• Quang ba ra cong chi mg

• Mang luai thong tin.

• Mo hinh h8i phi: nguoi dimg se tra phi dinh lcS/ de duac sir dvng dich

v11

• Dich vv n8i dung

• Dich vv ket nii gifra nguoi vii nguaci

• Dich vv tham dinh

• Cung cAp dich vu Internet

- MO hinh tieu chuan: se do mirc dO sir dung va se tinh phi khi nguari dimg sir dung.

• Do mire dO sir dung.

• Tinh phi.

* Ngoai ra theo cu6n: "ding nghe thong tin va doanh nghiep tucmg lai: mo hinh kinh doanh mai cho cac nha quan 1ST" dm Lynda Applegate c6 dua ra them mOt s6 mo hinh kinh doanh mai. Cac mo hinh kinh doanh mai theo Lynda nhu sau:

- MO hinh phan ph& dinh huang: se cung cAp hang h6a va dich vu CO lien quan tai mOt nganh ding nghiep nao do hay mOt phan down thi truang.

+ Ban le: gi6ng nhu m6 hinh truyL thong ban twc tuyOn, nguai ban le trkrc tuye'n se quan l5r kho hang, dinh mOt mire gia co dinh, va ban san pham vat chAt (Amazon.com.; LandsEnd.com).

+ San giao dich: se kie'm tin tir cac khoan hoa hOng va phi giao dich khi ban san pham va dich vu ft-1;c tuyOn voi mirc gia c6 dinh ma khong can kiem soat luong hang ton kho (Quicken insurance, e-loan).

+ Lien ktt: mOt nham cac nha cung cAp se cung cAp thong tin vt hang h6a va dich vu teen cac trang web cita nhau, va co duang link tir cac trang web lien kOt tai trang web dm ca nhan nham giap khach hang co thO mua hang trirc tuyOn. NguOn doanh thu chinh la tir quang cao va phi gioi thieu (insweb, autoweb).

+ Trung gian cung cAp tin: day la mOt hinh thirc dac biet cua mo hinh lien kOt cai cung cAp cho nguari ban va nguai mua th8ng tin. Cac giao dich la hoan toan true tuyOn do hang hoa nay la phi vat chat. Va tAt nhien quang cao va phi giai thieu chinh la ngutin thu chinh.

+ Trao dOi: nguai ban cal thO phai hoac khong can quan l5T kho hang cung nhu thvc hien tAt ca cac giao dich trirc tuyen. Ithac biet lan nhAt cua mo hinh nay do la gia khOng xac dinh c6 dinh, nguai mua va ban se trao dOi vai nhau ve gia (EBay, Priceline).

- Mo hinh cOng giao dich: cac nha san xuAt thiet ke, san xuAt va phan ph6i hang hoa va dich vu theo nhu cAu cita khach hang. MO hinh nay thuang

345

la cac cong ty truyen th6ng c6 tich hop internet vao cac hoat Ong kinh doanh chinh cua doanh nghiep.

+ Cac nha san xuat sir dung internet de thiet ke, san xuat va phan ph6i hang hoa vat chat (Ford, Pepsi)

+ Cac nha cung cap dich vu thi cung cap hang boat cac dich vu tut tuyen (American express, Citigroup)

+ Cac nha gido duc tao va cung cap cac khOa hpc tr%rc tuyen (truang kinh doanh harvard)

+ Cac nha tu van cung cap dich vu tu van trkrc tuyen (Accenture, dich vu tu van kinh doanh IBM)

+ Cac nha cung cap th6ng tin va dich vu m6i se tao va cung cap thong tin tArc tuyen (tap chi Wallstreet)

+ Cac nha cung cap se thiet ke, san xuat va phan ph6i cac san pham dich vu &roc ca biet He (Boeing; McGraw-Hill).

- Mo hinh cung cAp co. sa ha tang: lchong gi6ng nhu cac mo hinh tnrac d6 la sir dung co sa ha tang internet s6 hOa, ma mo hinh nay se cung cap co sa ha tang.

+ Nha ban le ban cac san pham co sa ha tang s6 hoa (CompUSA)

+ San giao dich se luu kho va tien hanh tat ca cac giao dich ban hang (Techdata, MicroAge)

+ San giao dich coy sa ha tang (Converge)

+ C6ng ca sa ha tang trgc tuyen nghanh d9c bao gem cac nha cung cap dich vu internet, dich vu mang va dich vu hosting (AOL, Sprint)

+ C6ng co sa ha tang tr%rc tuyen nganh ngang bao gem dc img dung phan me'm (Siebel Systems, Oracle, Business online)

+ Cac nha san xuat thiet bi, linh kien

+ Cac ding ty phan mem

+ Cac cong ty cung cap co sa ha tang

+ Cac cong ty cung cAp phAn cting

+ Cac ding ty cung cAp phAn men.

346

* Con theo Weil va Vitale thi có 8 mo hinh kinh doanh truc tuyen nhu sau:

- Cung cAp nOi dung: cung cAp nOi dung thong tin, ski phAm so hoa, va dich vu thong qua trung gian.

- Cung cAp truc tiep khach hang: cung cAp hang Ma va dich vu truc tiep tbi khach hang, thuOng thong qua cac kenh truyen th6ng.

- Cung cAp dich vu: cung cAp tat ca dich vu chi tren mOt trang web (tai chinh, sirc khoe, hoa chk) vOi muc dich cai thien quan he khach hang &roc tot hon.

- Trung gian: mang nguei mua va ngutri ban lai voi nhau.

- Chia se co se:r ha tang: gan ket cac d6i thu canh tranh vori nhau nham chia se co sO, ha tang thong tin.

- Tich hop gia dieu tiet cac hoat dOng thong qua mang luoi gia tri.

- COng &Ong ao: tao ra cOng d6ng truc tuyen cho m9i nguiyi có chung sOr thich.

- Toan bO cac doanh nghiep: cung cAp cho ding ty mOt diem ket n6i lan, gAn ket cac dich vu lai.

* Con theo Hartman va Sifonis: thi phan loci dua tren viec tn .& Ong cac mO hinh kinh doanh

- Cixa hang kinh doanh truc tuyen: la tien hanh cac hog dOng thucmg mai ciing nhu gia tang gia tri cho cac giao dich la dua tren cac kenh truyen th6ng va thi truomg s6 hoa. Khi nguOi tieu diing cu6i can mua cai gi, h9 có the len cac gian hang kinh doanh truc tuyen a mua.

- Trung gian thong tin: la t6 chirc moi nOi dung, thong tin, kien thirc hay kinh nghiem se duoc tao ra trong cac giao dich kinh doanh truc tuyen cu the.

- Trung gian dang tin cay: la to chirc clang tin cay cho nguiyi mua va nguad ban. Cac t6 chirc nay se tao mOt mOi tnrang lanh math va an toan giup nguoi mua va ban có the to tin lien hanh cac giao dich tren day.

- Cung cAp co s& ha fang kinh doanh dien la t6 chirc xay dung va duy tri co sa ha fang giup cho cac nha cung cAp hang Me va dich vu có the lien hanh cac giao dich an toan va tin cay.

347

- COng deng thuong mai: cac thanh vien la c6 chung so thich va co. sa ha tang.

* Trong cu6n thuang mai dien tir 2006 cila Turban thi c6 17 me hinh kinh doanh dien tir bao Om: quang cao true tuy r (Walmart), he tilting dau thau dien tir (General electronic's global exchange services), hang hoa theo muc gia khach hang de ra (Priceline), tim gia tot nhat (e-loan), quang cao lien kat (Amazon.com) quang cao Ian tea (blue mountain art) mua hang theo nh6m( letsbuyit.com) dau gia true tuyen (EBay), ca biet hoa hang hoa va dich vu (Dell), san giao dich dien tir (GNX), mei gibi thOng tin (Google) trao doi hang (web-barter), chi& khau (Half.com ), thanh vien (net market), tich hcp chugi gia tri (Carpoint.com), cung cap dich vu chuOi gia tri (united parcel service) va cair thien chugi cung img (Orbis).

5.6.5. Phan itch thi truftg

Phan tich thi truOng trong ban ke hoach kinh doanh dien tir chung to rang doanh nghiep phai biet re ve khach hang oh mirth — hQ la ai, nhitng dac diem cila hQ va dieu gi khien hQ mu6n mua hang hoa cua minh. Qua trinh viet ban phan tich thi truOng doi hoi phai xac dinh dugc thi truong cua minh rei sau do phan tich tim ra each a san pham hang hoa hoac dich vu cua doanh nghiep se thea man nhu cau cua khach hang nham muc dich t6i da hoa doanh thu nhu the nao.

Trong toan be ke hoach kinh doanh thi phan tich thi truOng la met phan dm qua trinh marketing, trong do bao g6m:

+ Phan tich thi truing : dinh nglifa va mo to cac khach hang tiem nang, bao Om ca cac thi truOng muc tieu, kich cer va eau true cua nguOn khach hang, va trien vgng tang tnrang cita thi tnremg.

+ Xay dung chien lugc gia: thiet lap gia ca ciia hang h6a hoac dich vu Ara tren nhung phucmg phap nhu: dinh gia co lai, dinh gia theo luang cau, dinh gia canh tranh, va sir dung cac chitin lugc dinh gia c6 tinh sang tao nhu dinh gia tham nhap thi truong, dinh gia linh hoat.

+ Ke hoach khuyen mai: khuyen mai la kenh thong tin lien lac ma doanh nghiep sir dung de lam cho khach hang biet ye san pham/dich vu va

348

thuyet phuc ho mua hang (vi du nhu quang cao, video gioi thieu tren mang, bao bi). Khuyen mai con la mot each a theo doi khach hang (chang han nhu xac nhan khach hang la ai va flu biet ve doanh nghiep nhu the nao) va khuyen khich de hu tiep tuc mua hang Wm.

+ Ke hoach phan ph6i: doanh nghiep se sir dung cac kenh phan phi de dua cac san phAm hoac dich vu den cho khach hang (vi du: ban hang true tiep, nha phan phi ban buon, nguai moi gi6i) va neu can thiet, phan ph6i lai Fan nita (vi du rim tra lai san phAm).

+ Du bao ngu6n eau: uac lugng san pham' hoac dich vu se ban ra dua teen phan tich thi tnrang va cac gia dinh ve tinh hieu qua dm cac chinh sach gia, quang cao va chitin lugc phan ph6i.

Thi trueing muc tieu cua ki hoach kinh doanh dien tit

Buac dAu tien trong viec phan tich thi truemg la phai xac dinh thi trung so cap, thi truong thir cap va them chi ca thi truemg cap ba. Thi truemg muc tieu cua doanh nghiep phai dua ten viec phan ra timg dac diem cila tat ca nhimg thi truemg kha dinh. Viec phan tach dac diem dugc dua tren cac yeu to:

+ Dac diem nhan khAu hoc: lam cu the cac yeu t6 nhu tu6i tac, giai tinh, chimg tOc/dan tOc. trinh dO hoc van, nghe nghiep, va thu nhap.

+ Dac diem dia. 1Y: cac yeu to chra ten dia diem nhu qu6c gia, lieu bang, thanh ph& luc lugng lao &Ong, hinh thanh lei song (vi du: thanh thi v6i nong then).

+ Dac diem tam lY tieu dung: nhimg tinh each tieu Neu nhu la thai de, niem tin, kinh nghiem song, nhu eau va ham mu6n.

+ Dac diem tieu dung: cac yeu t6 dua tren khach hang nhu long trung thanh, tan suAt mua sam, va mong muen mua hang tren mang.

Xac dinh dung pham vi cua thi tnremg muc tieu la diem mAu ch6t. Neu thi trung muc tieu qua rOng, se gay kho khan trong viec xac dinh nhu eau va se rang phi tien bac vao quang cao trong khi doanh nghiep se khong nhan dugc ket qua nhu mong muen. Neu thi tnrecng muc tieu bi xac dinh qua hep, se gay kh6 khan khi tim va tao ra ngu6n khach hang mang lai lgi nhuan.

349

Qua trinh "tap trong thi truing" la each ma ,ngueri lam marketing phai tiep can a phan tich thi tnremg, di tir cor ban (thi tnremg tiem nang) den cu the (thi phan).

Thi truing tiem nang: la tong s6 nhtmg ngueri c6 the mua hang tir doanh nghiep. Vi du neu doanh nghiep chi ban hang ten Web va chi chip nhan hinh thirc thanh toan bang the tin dung thi thi tnrarng tiem Wang se la tat Ca nhung ngued sir dyrig the tin dung va co the truy cap Internet. Re, rang thi truing tiem nang la rat rOng tan nhung la thi truing khong thuc te.

Thi truing xac dinh: la mOt nhom cac ca than trong thi truing tiem nang c6 ye quan tam den nhimg gi ma doanh nghiep c6 the cung cap. Vi du, d6i vii cong ty Purma Top Gifts, till triremg xac dinh la nhimg ngueli quan tam den Purma, c6 the vi h9 da, dang a da hoac mu6n den d6, day gin nhu trey thanh mOt thi truing muc tieu thich h9p neu doanh nghiep du dinh xay mOt cath cong den Purma nhung la qua rOng va khong thuc vii doanh nghiep c6 ten la Purma Top Gifts.

Thi tracing muc tieu: la mOt hay nhieu nhom cac ca than trong thi truing xac dinh c6 kha nang se mua hang tix trang Web, dua vao cac yeu t6 da Wet ke a ten. N6i ckh khac, nhung nguari se mua san pham hoac dich vg trey thanh thi trithrig tieu thy hoan hao va khong c6 canh tranh, thi truerng loai nay la trong tam dia bai h9c Phan tich thi tnrong.

Tat nhien khong phai ai trong thi tnthng muc tieu ding mua hang vi co nhieu yeu t6 lchk tic dOng math den thi truing muc tieu ma mOt doanh nghiep c6 the c6 dircfc. Vi du co the mOt vii ca than khong co nhu eau ve mua nhung hang hoa cu the, hoac san pham qua dat, khach hang khong the tim ra trang web, h9 khong c6 du thong tin hoac khong du tin cay de mua hang, hoac ho tim thay san pham tot hurl 6 doanh nghiep khk.

Thi phan: g6m cac ca nhan trong thi truing muc tieu c6 the se mua hang tir doanh nghiep. Thi phan bi anh huemg bOi ca cau cac nganh cong nghiep, tic dOng cua cath tranh, cac chitin luqc x'am nhap thi truemg, va s6 von dau to ma doanh nghiep san sang chi de tang thi phan. Thi phan dirge (lath gia la phan du doan lugng cau cua ke hoach tiep thi, von khong nam trong pham vi dia bai h9c nay.

350

Xac dinh thi truffng muc tieu

Thj truirng cap meit la thorn cac ca nhan trong thi truing xac dinh ma hau het deu co the mua san pham hoac dich vu cua doanh nghiep. Hay coi thi truing cap met nhu cac vi "thugng khach", "nhung nguoi rat co the tim thay va mua hang a trang web dm toi" hay "nhir'ng nguoi chit yeu quan tam den nhung gi toi ban ra". Xac dinh thi truing muc lieu cap met dad hoi phai xem xet thi truing tiem fling va thi truing xac dinh, ciing nhu giA tri cong viec da dugc dot ra. Ket thtic qua trinh nay bang cach mo to thi twang sir dung cac yeu to da dugc phan thAnh timg mang a ten.

Vi du, thi truing cap met cho Purma Top Gifts IA nhung ca nhan thuec tang lop trung luu hoac thugng luu sang ngoAi Purma ma da timg den day va van can quan tam an nuac nay. Vay IA thi truing cap met da loai trir (a) nguoi sang a Purma, (b) nguoi den Purma nhung khong quan tam den Purma, (c) nguoi an Purma co thu nhap thap. Trong khi Purma Top Gifts van son ban hang cho bat ki ai trong nhung nh6m tren, nhung vi nhieu ly do nen khong chic hq se mua nhieu hang to trang web dm Purma Top Gifts. Turing to nhu vay, dinh nghia thi truing cap met nhu "tat ca nhung nguoi tong den Purma" la quA rang, khong thuc, va no se khO khan de xac dinh nhu cau thong tin va xitc lien cac chitin lugc khuyen mai met cach hieu quA.

Thj &won cap hai IA met lap cac ca nhan "cap hai" co kha nang mua san pham hoac dich vu cita doanh nghiep. N6i cach khac, nhung nguoi do nom trong nhimg nhom khac biet cua thi truing xac dinh vori nhung yeu to rieng re khac vii thi truing muc tieu cap met. Voi Purma Top Gifts, nhOm nay IA nhung nguoi Purma sang a nuac ngoai. Nhang nguoi nay c6 the muan mua cai gi do cho minh hoac tang doanh nghiep be, hoic hg muan tang quA cho nguoi than hay doanh nghiep be sang O. Purma (vi du quA Mother Day). Nhfmg nguoi nay co nhu cau thong tin va mua sam tuong to thi truing cap met, nhung ding co nhung nhu cau khac nhau (vi du nhu khac biet ve ti le van chuyen trong Purma, g6i qua).

Doi khi, co the co met thi truing cap ba cho doanh nghiep kith doanh truc tuyen (met thorn thong ca than "cap ba" khac co lcha nang mua san

351

phAm hoac dich vu tir doanh nghiep) nhung cang xac dinh nhieu thi trikmg nwc tieu thi se gap nhieu kho khan trong viec phan bit h9 vai thi truang cAp m6t va cAp hai. Trir khi c6 the pha'n bit r6 rang thi twang cAp ba, neu khong chi nen xac dinh thi tnrang cAp mOt va cAp hai.

Nghien cfru thi &teeing myc tieu

Tir 1 den 3 thi truong mix tieu da ducfc xac dinh, buac tiep theo la tin hanh nghien cfru thi truang de cung cAp mOt s6 dir lieu thuc ve chimg. Trong phAn nay, doanh nghiep phai tra lad mOt s6 cau hoi nhu: Nhang dac diem nhan khAu h9c cua thi twang (tu6i tac, h9c van, thu nhap v.v...)? Thi twang lux tieu c6 bao nhieu nguai? H9 c6 dung Internet khong? 1-19 c6 mua hang qua mang khong? La thi truang dang phat trien, on dinh hay suy

thoai?

Doanh nghiep tim nhang die lieu nay dau?

Cac hiep h6i va nhOm cua cac chuyen gia, ve thucmg mai, xa h6i: nhcmg nguai c6 chung 19i ich thuang co xu huang to chirc thanh m6t nhom va co the phii hap voi mot trong nhcmg thi twang muc tieu.

Ngu6n tir chinh phir O Hoa KST, eve Th6ng ke cua chinh phil lien bang thu thap m6t luting cue lem dir lieu qua viec diet' tra 10 nam m6t lAn va luting th6ng tin ion khac qua nhimg cuOc dieu tra nho han hang !lam. Ngu6n thong tin tir chinh phu se cang quan trong neu doanh nghiep a trong thi throng doanh nghiep dien tir B2B.

Thu. vien: Thu vien cac truang dai hoc la mot each a clang de tiep can ngu6n ve sach kinh doanh, ban tin kinh doanh, bai bao va du lieu ve kinh doanh ky thu4t s6.

Gido sir dgi hpc: Ben canh cac thu vien, dirng bo qua cac dir lieu chinh xac tir cac bao cao nghien ciru. Hay not chuyen vai ngu&i giao sir quan tam den doanh nghiep kinh doanh din tit. Neu h9 khong co der lieu ma doanh nghiep cAn, hay hoi h9 ve nhting d6ng nghiep hay hOi nghi han lam nai ma co the co nhi-mg dir lieu can thiet. Vi du, nhang nguoi chu sa h u Purma Top Gifts c6 the gap cac gido su Khoa Du lich truang Dai h9c Purma, tim cac tai lieu ve nghien cfru khach du lich tai Purma.

352

Doanh nghiep phan Itch thi truirng: cac ding ty nhu Jupiter Research, ding ty khai thac dir lieu quec te, va eMarketer thu thap va xuat ban cac du lieu ve nguei tieu dimg tren mang. That khong may, trong khi cac dir lieu va xu hot,mg tong hey dugc cong be mien phi, nhimg dit lieu chi tiet ma doanh nghiep can c6 the se rat dat.

Thu thfip dit lieu true fiip: neu kha thi, hay lam viec trvc tiep voi dai dien cua thi truZyng muc tieu. Neu c6 danh sach nhang e-mail lien quan nam trong thi tmong muc tieu, hay yeu cau he dien met ban dieu tra tren mang (cung cap cho he cai gi de be dap cho then gian va cong sec he b6 ra, chang han phieu qua tri gia 50$ e trang Web oh doanh nghiep). Phong van St kien nhimg nguoi deng dAu trong thi throng tap trung, tap trung vao cac nhom, va phong van dei mat se thu duqc cac (lit lieu c6 gia tri sau ve thi truemg muc tieu, nhung se ten nhieu tiled gian va cong sire. Khi viec tinh hueng kinh doanh, viec truy cap vao dir lieu thi truong muc tieu c6 kha nang de Bang hcm va dua ra ket qua rat gia tri (xem tinh hueng kinh doanh hOp 5).

Internet: Day chinh la nguen thong tin tot nhat. Thu vien lOn nhat the giai nay la nguen phong phe ve thong tin thi tru6ng cap met va cap hai cea doanh nghiep.

5.6.6. Phlin itch cgnh tranh

Mei hoat deng kinh doanh deu co su canh tranh va doanh nghiep se thvc sir gap nguy hiem neu khong kh8ng chil y tai cac dei thu. Doanh nghiep se khong phai throng dau vOi cgnh tranh neu doanh nghiep do la dec guy& ve cung cap hang hea va dich vv. Con neu khong thi doanh nghiep nao cling phai dei dau voi cac dei thu cgnh tranh khi he có gang tung ra cac san pham thay the. Cap de cgnh tranh dO duqc he le trong muc phan tich doi thu cgnh tranh cua ke hoach kinh doanh dien te.

Phan tich dei thu la met yeu eau quan tong trong bAt ki ke hoach kinh doanh nao vi no (a) cho to biet vi tri cgnh tranh cua doanh nghiep trong thi tnro;mg online, (b) trq giup cho doanh nghiep de phat trien cac chitin luqc giep doanh nghiep CO tinh cgnh tranh, va (c) nhang nha dau to va nhting dei tueng dec khac cua ke hoach kinh doanh se trong ded sir phan tich do. Neu doanh nghiep be qua hoac coi nhe nhimg tac deng ma viec cgnh tranh ce the ce trong vien cgnh kinh doanh thi rat mao hiem.

353

Sau khi da dua ra th8ng tin ca ban ve kieu &Si thit ma doanh nghiep se gem bai hoc nay giup doanh nghiep xac dinh va phan tich cac dOi thu Ian cua minh - nhung ngu6i c6 ve c6 kha nang tac &Ong den thanh ding cita viec kinh doanh nhAt. Viec phan tich nay se dua tren phL tich SWOT, mOt ding cu lap ke hoach chitin lugc phe bien, de giitp xac dinh nhung diem manh va yeu cua dei thit, va sau d6 la nhimg ca hOi va nguy ca dei v6i viec kinh doanh. Bai h9c se ditc ket a mOt ban bao cao ve nhimg nguen dugc coi la lqi the canh tranh cita doanh nghiep trong thi phAn cita thucmg mai dien

Xac dinh &id thin canh tranh

+ Xac dinh dei thit canh tranh: Busk dau tien de tien hanh phan tich d6i thit la xac dinh cac d6i thit canh tranh la ai. Bat dL qua trinh nay bang viec can nhac mire dO canh tranh trong thi tnrong tri,rc tuyen boi khong phai mci su canh tranh deu gieng nhau, c6 rat nhieu loai dei thit khac nhau ma doanh nghiep se di met.

Doi thit canh tranh trvc tier) la nhimg doanh nghiep co nhung san phAm hoc dich vv gieng hoc tuang tit nhu doanh nghiep. Day la nhimg ding ty ma khach hang c6 the a dang mua hang tir do, thay vi mua hang dm ding ty, vi vey nhitng ding ty nay tieu bieu cho nh6m dei thit chinh cita doanh nghiep. Ngoai ra h9 con co nhitng lgi the ma doanh nghiep khong co. VI du, Purma Top Gifts se canh tranh yeti nhimg nha ban le khac, nhang nguoi da CO met 6 tren web de ban hang thil ding, tac phAm nghe thuet va san phAm tucmg dugc san xuAt boi Purma hoc gieng Purma.

D6i thin canh tranh gian tiep la nhimg doanh nghiep dua ra san phAm hoc dich vv la san phAm thay the. Nhimg d6i thit nay ding nham vao cling mOt thi tru6ng nhtmg lai cung cap san phAm khac. MOt vi di dien hinh la cuOc dieu tra General Motors lien hanh dei voi nhting nguoi muen mua xe Corvette mai. Khi dugc hoi san phAm nao nguoi tieu dimg se can nhac thay vi Corvette, nhimg chiec xe the thao gia trung luon la sit l%ra chgn lva thay the, nhung them vao d6 co ca Sea Ray, loai xe chay nhanh va trang Chiec Sea Ray nay M. dap ling nhimg yeu cau ca ban nhu 1 chiec Corvette — mOt chiec xe the thao co the lam ngutti mua cam thAy tre trung va khien h9 gay An tuqng voi doanh nghiep be, dec biet la ngtroi khac phai. Tucmg tv,

354

TV va Internet la d6i thit gian tiep cita Amazon.com vi mOi san pham cita chimg deu canh tranh de gianh lay su chit y cua nguth xem khi h9 ranh

D6i thit tucmg lai 14 nhimg ding ty dang ton tai ma chua c6 mat trong thi truing du dinh chiem link, nhung c6 the tien tai thi twang do bat dr lac nao. D6i vii Purina Top Gifts, d6i thit canh tranh tucmg lai la mOt cira hang qua tang a Purina, nhiing cira hang nay c6 the se bat dau ban san pham truc tuyen. MOt dieu hien nhien la nhung d6i thit tucmg lai ding co the chinh la d6i thit canh tranh gian tiep. Ngay khi mOt doi thit gian tiep nhin thay doanh nghiep thanh ding a linh vIrc cua h9 vori mOt san pham khac, h9 c6 the c6 gang dap khuon thir doanh nghiep c6 va vi the, h9 tra thanh mOt d6i thit truc tiep va dang gam.

Xac dinh dugc dau la canh tranh hien tai ding nhu trong tucmg lai la mOt nhiem vu vo ding kho khan, d6i thu canh tranh truc tiep va trong tuang lai c6 the la khoang chuc, hang tram hoac tham chi hang ngan. Thay vi d6, doanh nghiep se phai vach ra nhung diem a phan biet ai la d6i thu canh tranh chinh - nhung nguai se co tic dOng thuc su den viec kinh doanh.

Mire dO canh tranh se quyet dinh s6 lugng d6i thit canh tranh nen tot nhat nen xac dinh 7 den 10 d6i thit canh tranh truc tier, (neu doanh nghiep co the) va to 3 den 5 d6i thit gian tiep va tucmg lai. Tir danh sach nay, 2 den 3 diSi thit trip tiep, 1 ai thit gian tiep va 1 d6i thit Wang lai nen dugc phan tich situ. S6 d6i thit canh tranh da dugc phan tich khong quan trong bang viec xac dinh mire des earth tranh cua chimg va dO sau cita bai phan tich. Mqt ban phan tich thau dao se thuyet phuc mOt nha dau to tiem ang ring chien lugc c6 nen tang yang chic.

+ Tim kiem d6i thin canh tranh: Ai la d6i thit cita ding ty? Lam the nao de tim ra nhung nguai do? Bai vi doanh nghiep dang phat tri6n mOt hoat Ong kinh doanh dien tir, Internet la mOt noi hoan hao de tim ra d6i thin canh tranh. Khong chi co nhung c8ng cu tim kiem nang cao sin co de gitip doanh nghiep nhan ra d6i thit canh tranh, ma chinh cac d6i thit canh tranh mu6n m9i nguai chit)", tai h9 tren Internet khien h9 khong the giau thong tin khi doanh nghiep tim kiem. Vi vay, nth hgp 1$, va tot nhAt de bat dau tim kiem d6i thit la tren cac trang web.

355

Hian nay ding ca tim kiem ph6 bien nhat tren the gioi la Google, nhung nhung ding cu dugc khuyen dimg khac co the ke den la Alta Vista, va Hotbot. Van de chinh von nhimg cong cu tim kiem nay khong phai 6 viac tim ra khong du d6i thin, ma la tim ra qua nhieu d6i thu (vi du, ket qua tir 1 den 10 ciia hang nghin cac ket qua). Neu doanh nghiap thay buc minh von qua nhieu d6i thu khi tim kiem va muon met cai gi do hiau qua han trong chien lucre tim kiem cua minh, kham pha nhtng ding cu, cling nhu nhOng tin ich cim cac cong cu tim kiem nay cung cap. Vi du, a Google, tang s6 tir khoa dimg trong muc "tim trong nhung lc& qua" va/hoac sir dung tim kiem nang cao cua Google.

MCA cong cu tim kiem tren Internet nfra la Yahoo! Bad vi Yahoo! la chi khong phai met co may tim kiem, nen no c6 the da co met du6ng dan

den cac doi thu trong nganh cong nghiap trong met danh sach dugc sap xep thir tsr. MOt khi doanh nghiap da sir dung met cong cu tim kiem de tim met hoac hai dOi thu chu yeu, hay nhap nhung d6i thii nay vao hOp tim kiem cua Yahoo!. Neu may man, nhitng ket qua chi den trang cua ct6i thii. Thu vin ao WWW va Internet la nhimg duong clan ph6 bien cua cac website.

Khong nen dimg cong viac tim kiem doi thii 6 day. Met s6 nguen da sir dung trong phan tich ve nganh kinh doanh va phan tich thi tru6ng co the to hau ich de phan tich d6i thu canh tranh. Vi du, ghe tham nhting website hoac sach huong clan da ducrc xuat ban dm cac t6 chirc chuyan nghiap ve thuang mai trong nganh kinh doanh. Dac biat, nhang d6i thu tuang lai ma hian tai khong co 6 tren web co the tim thay a cac nguen nay. Co the muOn hoan thanh viac tim kiem thong tin ve d6i thu canh tranh tir cac lchach hang tiem nang thong qua cac phOng chat va cac hinh thirc giao tiep Ichac.

Trong khi tim kiem phai nha thong tin ve d6i thu canh tranh la tir nguOn nao tren web. Vi du, mac nao 6 Yahoo! lit ke ra cac d6i thu canh tranh? D6i thu nhu the nao xuat hian cao nhAt b trong cac ding cu tim kiem? Thong tin nay hau ich b6i trong met th6i gian ngin, doanh nghiap ding mutin dugc nhu the.

Trong qua trinh tien hanh tim kiem, tir khoa nao hoac thuat ngtt nao nen sir dung? Can nhac nhung bai tap da thi,rc hian khi viet bao cao cua minh. Yeu cau ligt ke ra cac tir va cum tir mieu to doanh nghiap va hinh anh

356

1St twang ve cong ty to quan diem dm mot khach hang. Nhtmg tir khoa quan trong nhat a day la nhimg tir phan anh quan diem caa khach hang bbri trong thi trutmg canh tranh ten Internet quan diem dm khach hang dugc dat len hang dau. L9c lai danh sach ban dau bang viec can nhac den:

- Liet ke cac tir va cum tir mieu to san pham hoac dich vu tir quan diem cua khach hang. Hay that cu the va bao gom cap dO cua dich vu hoac san pham. Vi du, Purma Shop Gifts coy dinh tung ra mot boat vai len, vi vay "len" se dugc bao gom vao trong danh sach.

- Liet ke tir va cum tir mieu to khach hang muc tieu va nhung nhu can cira h9.

- Sau khi xac dinh dugc d6i thu canh tranh, ghe tharn web site dm h9 va danh gia xem h9 thuOc muc dO d6i thu canh tranh nao. Can tap trung day IA thi truong muc tieu, san pham twang to hoac gi6ng nhau, dimg de mgt website hao nhoang thuyet phuc rang do la d6i thir chir yeu.

Phan loai cac d6i thir vao 3 nhom: tr%rc tiep, gian tiep va Wong lai. Trong mOi nhom, phat trien mOt he th6ng xep hang "nhanh va co ban" (vi du: danh gia trong qui mO tir 1 den 10, thi tnrang muc tieu, san pham cua h9 giong nhau nhu the nao). Muc tieu trong buck dau tien nay IA tao ra mgt danh sach ngin da dugc sap xep cua nhiing d6i thii chu yeu.

Phan tich su canh tranh

Tgo *it bang phdn tich dji thin: vai danh sach cac doi Ulu trong tay, bulk tiep theo la den hanh mot phan tich co phuong phap d6i voi diem manh va diem yeu cua h9. Tai sao dieu nay 10 quan trong? MOt su that hien nhien la mgt cong ty dat dugc thanh cong thong qua nhimg tai san, ki nang va lgi the canh tranh ma no mang vao thi truang. Mot phan tich tot ve d6i thu canh tranh se cho biet vi sao d6i thir thanh cong va gitip tao dung mOt tuang kinh doanh. Tim kiem nhung diem yeu khong chi cung cap mOt cai nhin thau dao ve nhung gi nhung d6i thin khac co the dang lam sai, ma con he 10 nhung ca hOi thanh cong dang nam b dau do.

Bang phan tich doi thir canh tranh IA cong cu có hieu qua a so sanh cac doi thir b mot s6 mat - thOng tin ve cong ty, san pham dich vu, khach hang va lcri the canh tranh.

357

Ve co ban, mOt bang phan tich d6i thin la m6t bang bieu 16n. Trong c6t dau tien dm bang la danh sach cac tieu chi dugc sir dung de xac djnh nhang su khac biet va gi6ng nhau gifra cac citSi thit, mgi thin tir thong tin ve dutrng dart nhu URL den thong tin ve chitin lugc canh tranh nhu gilt chan cac nha cung cAp va khach hang. Trong nhi-mg cOt tiep theo la thong tin tucmg img ve mOi d6i thit ma doanh nghiep phan tich

Tiep theo, chi djnh mOt cOt a danh cho doanh nghiep va dien vao do thong tin ve cong ty. Dieu nay cung cAp mOt su so sanh hitu ich giika doanh nghiep yen cac doi thit khac, cho biet doanh nghiep Bang dung u vi tri nao so von cac cong ty khac canh tranh trong nganh kinh doanh.

Nen phan tich bao nhieu d6i thit canh tranh? Day la mOt cau hoi kh6 de tra 16i bai vi no phu thuOc vao vier kinh doanh va thj trutmg canh tranh ma doanh nghiep se hoat dOng. T6t nhat la phan tich s6 lugng dOi thin canh tranh trip tiep 2 - 3, 1 d6i thit canh tranh gian tiep, va 1 d6i thit canh tranh trong tucmg lai.

Cac nguen thong tin co the sir dung de dien vao bang phan tich d6i thit canh tranh? Nguen thong tin co ban nhat la tir Internet. Nguen th6ng tin khac bao gem:

• Bao cao thuong nien hang nAm: Neu TM thit earth tranh dA len san, hg se phat hanh bao cao hang nAm, co the san CO trong thu vien cita trutmg dai hgc cita doanh nghiep, tai ve tir trang web dm cong ty, hoAc co the yeu cau chinh ai thin rung cap.

• Cac cong ty chimg khoan: Tat ca cac cong ty so

khoan deu c6 phong nghien ciru thu va phan tich dulieu dm mOt so nganh cong nghiep. Day chinh la nhang du lieu doanh nghiep can, nhung a co dugc n6, doanh nghiep se phai tra tien hoAc tro thanh nha dau tu.

• Internet: Ngoai nhang trang web dm cong ty, doanh nghiep cong nen sir dung Google hoAc cac cong cu tim kiem de tim cac tieu de, cac bai danh gia, hoAc bat cu thong tin gi lien quan ton d6i thit canh tranh.

5.6.7. V) char thrc hien

5. 6. 7. 1. Lap ker hogch trdn khai

Then khai la qua trinh sir dung cac nguen lac dau vao de chuyen thanh

358

cac san phAm dau ra. Dau vao bao g6m nguyen lieu •tho, may mac, thiet bi, lao Ong va tai nLg quan ly. Dau ra bao g6m hang h6a, dich vv, thong tin va bat cu cai gi ma dem lai gia tri cho khach hang.

Viec trien khai ke hoach dung mOt vai tro quan trong trong su thanh ding cua t6 chirc vi tien hanh trien khai se tao ra gia tri cho san phAm.

5.6.7. 2. N'Oi dung ctia ke hoach trien khai

Ke hoach trien khai mot y tuang kinh doanh nen bao g6m nhang n6i dung sau:

+ Dia dam kinh doanh: La mOt doanh nghiep kinh doanh tr%rc tuyen, dia diem chinh cua doanh nghiep la mang Internet, va nhieu khia canh khac nhau ve thiet 14p va duy tri vi tri trong Cyberspace se ducfc thao luau trong phan hien dien ten Web. Tuy nhien, tat ca cac doanh nghiep kinh doanh dien tir ding se- ducfc giai thieu theo cach thirc truy6n th6ng. Neu doanh nghiep kinh doanh tut tuyen cua doanh nghiep ban san pham cho cac cira hang ngoai dai thvc, cat gift san phAm trong kho, chuyen san phAm tir cac diem phan ph6i, hoac dich vu khac hang tir trung tam dich vu, thi vi tri doanh nghiep nen duac xac dinh. Vi du , Amazon.com dat kho tai mOt dia diem dong dan nhu Delaware va Nevada d c6 the giri sach vao East Coast va California ma khong phai chiu thue ban hang, tao ra mOt lgi the canh tranh so vai cac cira hang sach dia phuang.

+ Trans that bi va co so• v(it chat can that: Nhang tai san tham gia vao qua trinh hog dOng kinh doanh cua doanh nghiep dien tir: van phong, trang thiet bi, may mac, xe c6 va phL mem.

+ San xuat va guy trinh kinh doanh: phAn nay dua ra qui trinh trien khai cho tong ngay mieu to qUa trinh tao ra nhimg gia tri cung cap tai khach hang. Nguai doc ke hoach kinh doanh nhin chung se khong muOtt biet chi tiOt cac buac aim qua trinh san xua't, CO bao nhieu dich vu da dua ra cho khach hang, san lugng, nang ltzc san xuAt....ma ha chi quan tam ten qua trinh trien khai va cac chinh sach. Bei vi nett doanh nghiep sir dung cong nghe mai de tang tOc dO kinh doanh va dat duac hieu qua mai trong xir ly thong tin va san phAm.

359

+ Thu tyc mua hang: Neu cac hoat d9ng trien khai nham bin !lining yeu t6 dau thanh yeti t6 dau vao ra thi viec mua cac yeu t6 dau vao nen duqc xem xet dua vao ke hoach hoat Ong kinh doanh. Cac yeu t6 dau vao ph1,1 thuec vao nguyen phi,' lieu cho cac nha san xuat, phv tiling cho cac nha lap rap, san pham cuei ding di von nguiri ban le, trang thiet bi va nguen cung cho cac nha cung cap dich vu. Quy trinh mua hang true tuyen hay tham vao san giao dich s6 hoa, thi nhan t6 dau vao se gip cho doanh nghiep tang hieu qua hcm so von dei thu canh tranh.

+ Cdc thd tyc qudn I,y hang tan kho: quan ly c6 hieu qua hang ten kho va thanh pham la quan trong di von cac ding ty gift nguyen lieu hoac san pham trong met trong khoing thOi gian dang ke. Vi hang ten kho ducic coi la met guy dau to dang ke va trinh de kiem soat hieu qua hang ton kho IA met chat luong quan li ma nguoi d9c tim kiem.

+ Cdc thfi tyc kiem tra chit luvng: Quart 15r hieu qua lucmg hang ton kho cua nguyen phi lieu va thanh pham lA quan trong dei von cong ty ce nam gift bat cu nguyen phij lieu hay san pham trong khoang thOi gian dai. Doi von nhftng ding ty nay, hang ten kho se la khoan dau to thay the va the quan l5r hieu qua luong hang ton kho se gilap cho doanh nghiep thu but duqc nhi'L du to km.

+ Kam tra chit Icrpg la met phan quan trang cira ke hoach kinh doanh khi cac doanh nghiep hoat Ong trong met thi truong canh tranh cao va tinh chat tkr nhien cua cac san pham hoac nhan xet ye chat lucrng cua khach hang se la met yeti to chinh trong cac quyet dinh mua hang. Met trong nhftng diem quan trong cua ki6rn tra chAt lucrng IA de dieu tra tinh kha thi caa viec dat ducrc met giay chung nhan kiem tra chat lu9ng cho cac l'inh vtrc ding nghiep cfra doanh nghiep (vi du nhu, theo tieu chuan ISO 9000).

+ Cdc thu toe dick vg khdch hang: Trong se cac phan cua cac ke hoach kinh doanh dien dr, chinh sach va dich vu khach hang se ducrc dua vao ke hoach kinh doanh dien dr. Khong phai chi vi moi kinh doanh dien ter ce khach hang, ma con vi day IA met trong nhftng each tot nhat cho cac doanh nghiep kinh doanh dien tir khac biet so von doi thii canh tranh.

+ BP may to char: Hau hat cac quec gia yeu cau cac t6 chirc phai neu r6 hinh that so hftu doanh nghiep vi mac dich thue va cac van de phap ly

360

khac. Tai Hoa KS/, su hp chgn chung la doanh nghiep mOt thanh vien, hap danh, va tap doan. Cac qu6c gia khac tren the giori ding có chung nhimg hinh thirc tren chi la khac nhau 6 each g9i. Vi dy, tai Anh va hau het cac qu6c gia trong kh6i thinh vugng chung, la cong ty trach nhiem hau han.

Neu mOt doanh nghiep la cong ty lan va vira thi nguai dgc ke hoach kinh doanh se quan tam lieu doanh nghiep dO la t6 chirc clued clang sa hitu nao de dat dugc myc tieu de ra trong ke hoach kinh doanh. Cau true t6 chirc cho biet mire dO phan cap glib cap quan 1ST trong viec quan 1ST cat phong ban. Cach thong thuang de giai thieu ve doanh nghiep thong qua bieu 6 t6 chirc bao g6m cac pheng ban chinh (marketing va ban hang, san xuat, dich vu khach hang, ding nghe thong tin).

+ Ki hogch qudn ben canh viec cung cap au true cua t6 chile thi can phai cung cap them thong tin ve ky- nang, kien thirc, 1S, lich cling nhu nhung dong gop cua nguai dai dien doanh nghiep. Neu nguai quan 1S, tham nien mutm tuyen dung cac img vien có pham chat cho vi tri hien tai cira h9 thi phai dua ra trong ke hoach quan tri.

5.6.7.3. 'ray dung website

Trong qua trinh trien khai ke hoach kinh doanh dien tir yeu eau doanh nghiep phai c6 website. De xay dung website dei hoi phai:

+ Lwu trit website: CO 4 each luu trit website khac nhau:

• Dich vu xay dung co sa km tit nhu Yahoo! Web Hosting, GeoCities, va Homestead cung cap cho doanh nghiep vira va nho cong cu xay dung website ding nhu ca sa de km tra cac trang web do. Xay dung ca so kru tat cho phep cac doanh nghiep xay dkmg cac cira hang true tuyen mOt each nhanh chong, de dang va khong he Win kern nhung giori han mOt s6 chive nang cling nhu nhang dac diem nhan dang cac cira hang nay. Nhin chung, chir doanh nghiep thuc su nhimg kien thirc ca ban ve kinh doanh dien tir de co the viet len mOt ke hoach kinh doanh trtrc tuyen.

• Hau het cac nha cung cap dich vu Internet co the luu tru cac website va cung cap them cac dich vu gia tang (vi du: khong gian luu trft, s6 lieu th6ng ke, sao km du phOng) vai mire gia tuang ducmg cac nha cung cap dich vu km till. Sr; khac biet khi sir dung nha cung cap dich vu Internet dO la

361

nguei chu doanh nghiep kinh doanh tivc tuyen phai to xay website cho minh. Chit doanh nghiep kinh doanh dien tir hay nguai ducrc the thiet ke web phai sir dung cac ding cu xay dung web nhu website builder, Ibuilt.net hoc co the sir dung cac cong cu chinh sira web nhu Dreamweaver, Frontpage. Day khong phai van de chinh cua doanh nghiep bad vi hau het cac doanh nghiep kinh doanh dien tir mu8n xay dung met website rieng cho chinh ho.

Mac du met website c6 the dugc luu trir tren may chub bat cu ncri nao teen the giai, hau het cac chu doanh nghiep dien tir luu giu trang web dm ho o cac may chii dat tai nuac minh vi c6 the a dang nhan dirgc dien thoai hoac gap truc tiep neu c6 van de gi dO xay ra. Neu dieu nay phi' hop, bat dau tim kiem met dich vu luu trix cung cap dich vu Internet von cac Trang Vang va to van cho cac doanh nghiep dia phucmg sir dung cac nha cung cap dich vu internet.

Neu mutm luu trir website cua doanh nghiep o qu6c gia khac von rinic dich tiet kiem chi phi hay vi muc dich dinh vi theo khach hang, thi co the tim kiem cac nha cung cap dich vu luu tit a danh sach cac nha cung cap internet, cung cap dich NT truy cap internet, va danh sach cac nha cung cap dich vu internet ciia Yahoo

• Met dich vu km trt web danh rieng nhu Opsware, Hostway, va Dellhost cung cap nhieu dich vu va chirc nang nhu: tich hop co so da gio mua hang, van chuyen va cach tinh thue, cong cu tim kiem, va cac s6 lieu th6ng ke lien quan tai trang web.

• Tv km frit co nghia la cong ty mua phan cirng, phan mem, vin thong va cac dich vu truyen thOng rieng de xay di,mg website rieng. Dieu nay chi nen duoc tien hanh, neu cong ty du dinh co met trang web co nhimg khac biet rieng hay met s6 V, do quan tong khac (vi du nhu bao mat t6i da co sa dit lieu, bao ve quyen so him tri tue).

+ Ph& Irian website: De phat trien, quan 15, va duy tri hoat deng cua website co the chon 1 trong 3 cach: chinh doanh nghiep phat trien website cua minh, nha nha cung cap dich vu de xay dung va bao tri website, hay ket hop ca hai cach vira neu tren.

Xay dung va bao tri website duot tien hanh qua 2 giai doan:

362

Xay dung web: bao gom xay dung thiet ke ban dau, xay dung, lap dat, va tidy nghiem hoat Ong cila web. Nhu da de xuat a tren, kha nang nay doi hoi phai có nhieu kg, nang chuyen mon, nen chi' yeu la thue ngoai hay hop tac de Ten hanh xay dung, chi thinh thoang cac thanh vien trong cong ty moi tham gia (vi du nhu, eau truc thong tin, thiet ke trang Web, tich hop ca so dir lieu, lap trinh, toi uu hoa cong cu tim kiem).

Duy tri website: Bat dau khi da xay xong web. Xay dung web la met qua trinh, bao tri la met qua trinh khac. Co the doanh nghiep to thue ngoai hay ket hop ca hai de lien hanh bao tri web.

+ Ch9n mot ten mien: trong qua trinh trien khai kinh doanh va tiep thi doanh nghiep can phai chon cho minh met ten mien. Ten mien la dac diem nhan dang cac doanh nghiep truc tuyen va day cling la nen tang a phat trien thuong hieu. Vi vay de dinh vi doanh nghiep a vi the cao, thi ten mien phai khac b* de co the phan biet doanh nghiep vbi cac trang web khac.

Viec cap phat ten mien la thuec tham quyen cong ty cung cap dich vu mang ductc cap phat ten mien (ICANN). Cac cong ty kinh doanh truc tuyen luon main mua ten mien tir met trong s6 nhang ten mien hang du teen the gioi (.com; .biz; .info; .net; .org) thi nen mua thong qua met trong nhimg co quan chi dinh cua ICANN. Cac doanh nghiep mulin mua ten mien thuOc met trong nhUng ten mien hang dau theo khu vuc( .uk cho nuoc Anh, .au cho Oc, .jp cho Nhat Ban) thi nen thong qua cac ca quan clang ki dich vu Internet ma ICANN da co uy quyen.

Co quan cap phat ten mien dm ICANN khong chi ban ten mien, phan lon trong s6 ho cong cung cap cac ding cu de giftp cho nguai mua chon cho minh met ten mien. Vi du, neu ten mien doanh nghiep mu6n ma khong con, hau het cac trang web clang 14 se to deng tao ra met danh sach cac ten tucmg to c6 san cho cac doanh nghiep tham lchao va lien hanh mua. Hau het cac nha cung cap dich vu ten mien cling ket n6i voi co so dir lieu dm nguoi clang ki ten mien. Co so, dir lieu nay có china cac chi tiet ve nguai chit so hitu hien tai cua cac ten mien.

5.6.8. Phan tick hifu qua tai chink

"Tien la ngutin mau nuoi song doanh nghiep" sit that hien nhien nay da • chi ra tam quan tong cua phan bao cao tai chinh cua ke hoach kinh doanh.

363

Cac bao cao tai chinh la mOt trong nhi-mg phan dugc nghien ciru can than khi len bat kS, ka hoach kinh doanh nao. Cac nha dau to se xem bao cao tai chinh a danh gia nhimg uu diem dm mOt ke hoach kinh doanh. Ke hoach kinh doanh phai chit trong vao cac van a tai chinh nhu dong tien met, v6n ban au, tat nhien bao g6m ca lgi nhuan.

Ban ke hoach tai chinh uac tinh cac ngu6n va dong tien can thie't d6 lien hanh ke hoach kinh doanh. Ban ke hoach tai chinh cho biet khi nao thi thu dugc 19i nhuan ding nhu doanh nghiep du kien thu ve bao nhieu 19i nhuan. Cu6i cling cac bao cao tai chinh cho biet rat nhieu v'e cac doanh nghiep trong dieu khoan cam ket kinh doanh va tinh tang dit tai chinh de thu lgi thanh cong.

Ngoai nhung bao cao tai chinh, mOt ke hoach tai chinh bao g6m mOt danh sach cac gia dinh ma bao cao tai chinh dpa vao. Neu ra cac gia dinh ve tai chinh voi hai mpc dich: no cho phep cac nha dau tu phai biet nht-mg gi dang sau nhung con s6 va no gitip doanh nghiep biet nhung tac Ong ve tai chinh khi cac ca so gia dinh thay d6i. Doanh thu va lai suAt la cac bien thay d6i; lien thue nha, may tinh, chi phi luu gift web la c6 dinh.

MOt ban ke hoach tai chinh phai phan anh dugc cac chi tieu quan tong. Nhimg con s6 tai chinh khong phai luc nao ding dit thuyet phpc mOt nha dau tu rang viec Tau tu vao ke hoach nay la hohn town CO lgi. Cac nha dau tu se mu6n so sanh ban tai chinh cua ke hoach kinh doanh vai nhftng ban tai chinh cita cac cong ty khac ma da timg kinh doanh thanh cong hay that bai. Tuy nhien, cac ding ty khac nhau ve quy mo cho nen rat kho khan khi so sanh mOt cong ty nho voi mOt cong ty lon.

DE giai quyet van de nay cac nha dau tu sir dung chi tieu tai chinh. De so sanh cac cong ty co quy mo khac nhau vs:4,d nhau thi cac nha dau tu tuong so sanh phan tram thay d6i. MOt bao cao tai chinh ke toan se cung cap cac con s6 nay, nhung chi c6 mOt s6 it chi tieu quan trong duac danh gia trong ke hoach kinh doanh.

Ti le ncy tren tai san: not dai hard v6n chit sa hint.

L9i nhuan rang can bien: 19i nhuan rang/ doanh thu ca nam ban hang FC can bien.

364

Lqi nhuan tren von dau tu: 19i nhuan rang/ tong tai san.

Loi nhuan tren v6n chu s6 hiru: loci nhuan rang/ v6n chu sor

Do tin cay cua cac ty s6 c6 the tang len neu so sanh cac chi tieu cua cac ding ty thanh cong trong ding nganh voi link vuc kinh doanh cua doanh nghiep. Cac danh gia so sanh nay c6 the tim thay tir cac bao cao do cac t6 chirc nhu: Standard &Poor, FISonline., va Dun & Bradstreet cong b6. Cac s6 lieu nay thuOng phai mua, chi c6 met s6 IA dugc cung cap mien phi 6 cac thu vien cua tnr6ng dai h9c.

Nai dung cita bao cao tai chinh

Bao cao tai chinh bat dau vai muc ngan sach ban dau bao g6m chi tiet cac khoan dau tu ban dau truov khi bat dau tien hanh hoat &ling kinh doanh (vi du, tru6c khi doanh thu dau tien dugc thu ve). Tier, theo, met log cac bao cao tai chinh — bao cao thu chi, bang can d6i ke toan, bao cao &mg tien chu chuyen — du kien tai chinh cua cong ty cho 3-5 nam dau tien sau khi cong b6 thanh lap cong ty. Tay thuec vao m6i doanh nghiep, ban ke b6 sung ding c6 the dugc yeu cau: ke hoach san xuat, ban torn tat thu nhap (thu nhap va chi tieu bat thu6ng), va dac biet la neu cac doanh nghiep dang tim ngu6n von dau tu tir cac ngu6n khac nhau, thi se dua them Ice hoach dau tu.

+ Ngan sach ban dau: VIM cac doanh nghiep moi thanh lap, doanh nghiep se can phai xac dinh met ngan sach, dugc hieu la chi phi can thiet de bat dau met doanh nghiep, tnxac khi thu ve lgi nhuan tir hoat Ong ban hang. D6i vOi hau het cac doanh nghiep ban ngan sach bao g6m chi phi trang tri

not that van phong, dang ki kinh doanh, phat trien san pham, trang thiet bi san xuk, va xe co. 136i vOi met doanh nghiep kinh doanh dien tir ngan sach khai nghiep se con bao g6m chi phi mua may tinh, phan mem, phat trien web, va chi phi cho cac dich vu interne.

+ Bao cao thu chi: Met bao cao thu chi con dugc goi la ngan sach theo thuat nga cua ke toan. Ban ban cao thu nhap bao g6m cac ban ghi thu

nhap nhu thu nhap tir viec ban hang va thu nhap khac. N6 cling bao g6m tat ca cac du down chi phi san pham, thong thuOng chi phi cho hang hoa, chi phi

quan 1ST, ta-i suAt, va thu'e. Ban bao cao bao g6m ca cac con s6 loi nhuan - lgi nhuan tir hoat Ong kinh doanh, lgi nhuan truac thue, va 19i nhuan rang.

365

Bap cap thu chi cho thAy s6 lieu trong mOt khoang thai gian, thuarng trong khoang thai gian ke hoach kinh doanh (vi du nhu, thu nhap va chi phi trong 1 khoang thai gian tir thang mOt — den thang mum hai nam 2010) va du kien mOt vai nam trong tuong lai. Ban bao cao thu chi se dugc thay d6i cho phii harp vai yeu cAu cua doanh nghiep.

+ Bang can d6i ke toan: Cae bang can d6i ke toan la mot bao cao ve tai san, ngu6n von chu sa hau va von vay.

Bao cao thu chi cho biet ket qua tai chinh trong mOt khoang thai gian, bang can d61 ke toan phan anh ket qua tai chinh tai mOt thai diem. D6i voi mOt doanh nghiep mori thanh lap, bang can dcii thuang co Ca nhimg s6 lieu cua nam trirac nham muc dich so sanh.

+ Bao cao dung tien: Ngay ca khi bao cao thu chi cho thAy s6 du lcri nhuan va cac bang can d6i ke toan cho thAy tinh kha quan cua von chu so hire , thi chua phan anh dugc rang doanh nghiep do la doanh nghiep hieu qua. Tai sao kh6ng? Bai vi doanh nghiep can tien mat trong tay de tra tien hoa darn. Muc dich cua bao cao deng tien la de theo doi nhung thay d6i trong lucmg tien mat dm mOt doanh nghiep trong mot khoang thai gian.

Phia tren dm bang quan li thing tien ghi lai s6 tien mat vao (inflow) va phia duai ghi chi phi cho tien di ra (outflow). Cac s6 lieu nay ding dugc dua ra trong bao cao thu chi nhung day la nhung con s6 chinh xac nhAt bari thu nhap chi thuc su dugc ghi nhan khi no dugc bo ra va chi phi dugc ghi nhan khi da kiem tra da thanh toan.

Phan cu6i ding dr day la ket thfic s6 du tien mat. Neu con s6 nay la am lien tiep trong hai kb thi se khien cac nha dAu tu phai canh giac.

5.6.9. Trinh bay ka hogch kinh doanh coign ter mOt each hifu qua

Nhieu ke hoach kinh doanh khong dugc viet ra ma chi dugc dua ra trinh bay. Vi du, neu nhu t6 chirc cho vay cua ngan hang hay cac dog ty dAu tu mao hiem quyet dinh dAu tu vao mOt du an, thi tot nhAt la chii dAu tu du an phai trinh bay voi nhirrig nguari nay hcm la vai nhung thanh vien cua ban ke hoach. Trinh bay ban ke hoach se gifip cac nha dAu tu CO the dat ra hang boat cac cau hoi vori chu dau tu du an.

366

NhUng kien thirc co ban de trinh bay:

+ Biet d6i tugng huang tai la ai: Sau khi da lap ke hoach cho doanh

nghiep, thi hay chu lan bi trinh bay ten ngued nghe nhang thong tin ho can,

mong mutm nghe, kien thirc can thiet ma h9 quan tam. Met s6 cau hoi d;at ra

tn.rac khi trinh bay:

• Ho la ai (vi tri chuyen mon, lira tu6i, vai tro trong cuOc hop nay)?

• Ho da biet nhimg gi (kien thirc cua cac nganh cong nghiep, kien thirc

ve k57thuat, thuat ngfr, ho da doc ban ke hoach nay)?

• Ban ke hoach có dieu gi khien ho quan tam (du kien led itch, IC& qua

hoc tap, thuc hien cac quyet dinh dugc)?

Vi du, gia sir cac d6i tugng nghe ban Ice hoach la cac t6 chirc tin dung

ngan hang. Trong b6i canh dO, nen dua ra tong quan ve va nhang mong

mu6n dat dugc tir ban Ice hoach kinh doanh dien tir. Khong nen chi tap trung

vao tiep thi, hay tai chinh hay trong dien mao web nhu the nao. Ma thay vi

vay nen trinh bay tong quan ve ke hoach, dua ray tuong kinh doanh, cling

nhu nhimg du kien ve tai chinh ding nhu nhu cau ve von.

+ Thai gian trinh bay: phai bao g6m ca thoi gian h6i va tra loi. Phai xac

dinh dugc thed gian doanh nghiep CO va thai gian de hed va tong kat.

CO tat ca bao nhieu ngued trinh bay: CO the mot nhOm se cling nhau

trinh bay ve ban ke hoach kinh doanh. Moi nguai se trinh bay trong met

khoang tiled gian that dinh. D6i vai nhUng trinh bay nao teen 15 phut thi tot

nhat la tir 2 nguai trinh bay tro. len. Mtii nguai trinh bay chi khoang 10-15

phut. Tai sao? Bed vi bai trinh bay se tra len hap can hem neu dugc nhieu

nguai trinh bay, va qua day se cho thAy nhieu quan diem kinh doanh dugc

dua ra.

+ In bai trinh bay va phat cho ngued nghe: Luon co met ban copy bai

trinh bay cho ngued nghe. T6t nhAt in 3 hoc6 slide tren met trang giAy. Viccung cap ban photo trinh bay tnroc hocsau trinh bay tit)/ thuOc vao

ngued trinh bay, tuy nhien nguoi nghe thuang mu6n có chimg truck bad

trinh bay de giup ho de theo doi va ghi lai. Tuy nhien, nguai nghe doi khi

qua tap trung vao ban photo ma khong chu y tai bai trinh bay.

367

5.7. Xfiy dung quin 1ST website thirong mai dien tir vi bin hang true tuyen

5.7.1 Cdc cong nghe z&y dung website thwang mai dien tfr

\re phan mem website thucmg mai dien tir, hien nay tren thi trutmg dang chao ban rat nhieu san pham cua cac nha cung cap khac nhau, ben canh do c6 rat nhieu san pham ma ngu6n ma mien phi ten mang, chi can dAu to thoi gian, nhan lvc c6 the tuy bi'en a sir dung dugc theo nhu cAu cua doanh nghiep. Tuy nhien, viec lva ch9n san pham nao de sir dung tuy thuOc vao chien lugc va mvc dich cim cong ty. De xay dung mOt he th6ng hoan chinh, phit hgp vori d'ac thu rieng, doanh nghiep co the thue cat chuyen gia phan tich va xay dung giai phap tir dau. Vori giai phap xay dung to dAu, dei hoi chi phi cao ca thai gian lan tien bac, tuy nhien phucmg phap nay se dem lai mOt san pham hoan thien, phu hgp nhAt vai nhu cAu cua doanh nghiep.

Vai giai phap lua ch9n cac san pham CO an teen thi4nrimg, ke ca phan mem thucmg mai hay phAn mem ma ngu6n ma, can chit y xem xet sv phu hgp cua phan mem do voi nhu cau cua cong ty, tren co so d6 dua ra lva ch9n san phArn phu hqp nhk. VOi cach thirc nay, doanh nghiep CO the nhanh chong so hitu dugc phan mem website thucmg mai dien tir phu hgp voi gia phai chang. Tuy nhien vai giai phap nay doi khi khong the hien dugc het d4c thil, net rieng va the math cua cong ty. Voi Iva ch9n giai phap ma nguOn ma, doanh nghiep Lai can co d6i ngu phan vien IT gioi de phvc vu cho viec tuy bien phan mem phu hgp voi nhu cAu ding nhu de duy tri va phat trien trong tucmg lai.

5.7.2. Mdy chii web, He quan trj at so dfi. lieu, Neon ngfr l(tp trinh web

5.7.2.1. Ph:4n mem may chli web Apache (H77'P)

Apache la mOt irng dung may chii web ma nguto ma. Apache dugc viet vao nam 1993 tren nen HTTP (giao thirc truyen tai sieu van ban). Apache c6 the chay tren nhieu he dieu harsh khac nhau nhu Unix, Linux, Microsoft Windows, Novell Netware, Mac OS X va cac he dieu hanh khac. Phan mem may chit web Apache khong ngirng phat trien va troy thanh phan mem CO suc canh tranh marsh so vori cac may cha khac ve mat hieu suk va tinh nang

368

phong phu. Sau 3 nam di vao Ung dung, Apache da tor thanh mOt chucmg trinh may chit HTTP thong dung nhat. Hien nay Apache dugc cai dAt teen khoang 53% may chit web tren the giai. Microsoft Internet Information Services (IIS) la dei thn canh tranh chinh dm Apache vai 32% thi phan tren toan the gith. Nguoi dung may chit web Apache c6 kha nang ca biet h6a cao cac trang web dm minh bang cach cai them cac module do ben thir ba cung cap de ma rOng cac chirc nang cua trang web. Ngoai ra Apache con cho phdp nguai dimg c6 the viet ma code de xay dung nhang module mai phuc vu cho muc dich rieng. Hon nira Apache la may chit web ma nguen ma on dinh va nhanh cho phep nguai dung tiet kiem dugc thOi gian quan kh6ng 16 ve tim kiem thong tin Google.com ding dang dimg ling dung may chit web Apache.

Apache cho phep nguai dimg c6 the xay chmg cac trang web voi quy mo khac nhau tit mOt trang web ca nhan cho tai mOt trang web ma hang trieu nguai c6 the truy cap vao. Apache dugc sir dung de lam may chit cho cac trang web voi nOi dung finh va trang web dOng. Hien nay, mOt s6 nha phat trien phan mem img dung dd cai dAt Apache nhu may chit ten may tinh ca nhan de kiem tra viec viet code san pham truac khi dem ra thucmg mai h6a.

5.7.2.2. Ngon ngu lap trinh web PHP

PHP la ngon ner lap trinh dugc sir dung ph6 bien hien nay de xay dung website. PHP dugc viet vao narn 1994, ban dAu c6 nghia la trang chit ca nhan (Personal Home Page). Tinh den nay PHP d'a dugc sir dung rOng rai va ph6 bien va dugc hieu nhu la phan mem xir ly sieu van ban (Hypertext Preprocessor). PHP la ngon ngir lap trinh don gian gift') nguai dung xay dung cac trang web dOng. Hien nay PHP 6 la phial ban mai nhat va dang dugc sir dung thir. NgOn ngir lap trinh PHP gan gitmg vai C+ va Java. PHP la ma nguen mb c6 the a dang nhung vao trang HTML. PHP la ng6n ngir lap trinh de sir dung, t6c dO nhanh han so vai cac nein ngit lap trinh khac. Hien nay PHP dugc cai dAt ten 20 trieu website va 1 trieu may chit web.

Phan mem nem ngir lap trinh web PHP c6 the cai tren may chit web dm Windows, Mac OS X, Linux, Solaris va mOt s6 phien ban dm Unix. Khi chuyen he tilting van hanh may chit web, nguai dung khong phai thay d6i

369

bat cir ng8n nail lap trinh PHP. Nguai dung chi can sao chep dr may chit web Window sang may chit Unix.

5.7.2.3. He quail tri ca sa du lieu MySQL

MySQL la he quan tri ca set dit lieu &raj clang bang cOt va la ma ngu6n ma dugc sir dung ph6 bien nhat the giai. MySQL cho phep thu thap du lieu cluoi dang van ban, so, file duai clang nhi phan. He quan tri ca so du . lieu MyQL bao g6m may chit MySQL de chay va quan ly ca so dit lieu va may khach MySQL la giao dien dm may chit d6i voi nguai dung. MySQL la img dung dun gian, c6 t6c dO nhanh, on dinh han cac bat cu he thtmg ca sa du lieu khac (bao g6m he th6ng thuang mai nhu Oracle, DB2). Han nita, MySQL c6 the cai dat teen nhieu he dieu hanh va nem net lap trinh khac nhau. MySQL c6 the quan ly ca sot dit lieu viet diroi dang PHP, Perl va Java. He quan tri ca so dit lieu MySQL dugc viet duoi neon ngit lap trinh C va C++. He quan tri ca so du lieu nay c6 t6c dO xir ly va bao mat cao. MySQL cho phep nguai dung c6 the xir ly ca so dit lieu vai kh6i luting Ian. Ngoai ra nguai dung MySQL con c6 the thay d6i ma code dm cac img dung. Chinh vi vay MySQL luon la sk.r chgn lua cho nhang t6 chirc muon truy cap ca so clit lieu tren interne. Tuy nhien MySQL van can mOt s6 mat han the nhu khong hO trg cho nhang img dung ma rOng dm Oracle.

MySQL, MYSQL va mysql hoan town la 3 img dung khac nhau va thu?mg dugc dung tham khao cho ca so dit lieu clang dugc trin khai. MySQL la bi) trgn g6i quan tri ca so da lieu. MYSQL la img dung quan tri cac ket not tai ca so dit lieu. Con mysql la img dung g6i may chit khach nham lc& not voi may chit ca so dir lieu MySQL.

5.7.2.4. G6i phdn tne'm XAMPP

XAMPP la gOi phan m'em bao g6m cac img dung may chit web vao trong mOt g6i lap dat. XAMPP dugc tao ra de dam bao rang tat ca cac phien ban may chit web trong g6i lap dat la tucmg thich vai nhau va c6 the cimg nhau hoat Ong. Chinh vi vay viec cai dat XAMPP se mat it thai gian han la cal dat timg g6i img dung. Chit X trong XAMPP c6 nglifa la sir da dung trong he thtmg hoat Ong. Cac chir con lai nghia la Apache MySQL PHP Perl. G6i phan mem XAMPP c6 the chay ten cac he dieu hanh bao gOm

370

Windows, Linux, Sun Solaris va Mac OS. M8'i mOt he ditu hanh c6 mOt goi phan mtm XAMPP rieng. XAMPP la phan mein ma ngutn ma ho trg cho viec xay dung cac trang web dOng. XAMPP con c6 the chay cung voi mOt s6 module khac nhu OpenSSL va phpMyAdmin.

XAMPP cho phdp cac nha xay dung va lap trinh website c6 th6 kitm tra dugc cong viec dm fig ten may tinh ca nhan ma khong can truy cap Internet. Ditm not bat XAMPP dem lai cho nguad diing do la cung cap cong cu bao mat bang mat khau.

5.7.2.5. Phdn mem website quan tri not dung Jommla

Joomla la phan intm website quan tri nOi dung ma ngutn ma (CSM — Content Management Systems). Phan mtm xay dung website Joomla dugc viet bang ngon ngir PHP va ket not v6i co sa di lieu MySQL. Joomla cho phep nguad ditng c6 th6 xu& ban not dung teen trang web hoac Intranet. Titri than dm Joomla la Mambo ma nguiin ma dugc danh gia la "giai phap ngutn mar tot nhAt". Phan mtm Joomla dugc xay dung bad nhOm "Open Source Matters". Day chinh la nhom da viet len phan mein Mambo, tuy nhien nhotn nay do bAt dtng quan ditm vai cong ty nen da to tach rieng ra va viet len phari mtrn Joomla Sr Wong gieng Mambo. Muc dich chinh khi thitt kt Joomla do la cho nguari dimg cuei ding chinh vi vay phan intm nay khong cung cap cac phuang tien can thiep vao ben trong.

Hai dac ditm chinh cua Joomla la a quan tri va thay d6i giao dien. Han ntra tinh bao mat ciia cac trang web xay dung bang phan mtrn Joomla co tinh bao mat cao. Phan mtrn Joomla dugc ung dung de xay dung cac trang web ca nhan tai trang web ciia cac t6 chirc lan NAM nhitu frng dung phirc tap. Phan front-end dm Joomla c6 cac thanh phan ca ban nhu 1)6 dem trang (page caching) dt tang t6c d6 hitn thi, chi muc, dgc tin RSS, trang in, ban tin nhanh, blog, dien dan, tim kiem, binh chgn va ho trg ngon ngft. Cac thanh phan nay c6 th6 dugc giai thieu het teen website hoc co th6 An di. Ca sar du lieu cua Joomla dugc chia lam ba cap khac nhau, cao nhk la section, tiep den la category, cuei ding la content item (hay article). Cach chia ca so da lieu nay cho phep nguai quan li quan tri tot thong tin caa trang web cong nhu cho phep nguari diing a ding tim kiem va theo doi thong tin ten trang

web.

371

Joomla dang ngay cang phe bien va sir dung rOng rdi do viec sir dung no rat dam gian, ngoai ra giao dien cua Joomla rat la bat mat va de dang thay

Joomla co hai phien ban chinh bao gem Joomla 1.0.x va Joomla 1.5.x. Phien ban Joomla 1.0.0 c6 nguen gec tir Mambo 4.5.2.3. Lru diem dm Joomla 1.0.x la co nhieu module, mau template cho giao dien, thanh phan nhung. Tuy nhien phan mem Joomla 1.0.x chi NI trg ngon ngir Tieng Viet. Chinh vi vay ma nhOm xay dung Joomla da viet lai hoan toan phan mem von phien ban Joomla 1.5.x. Phien ban nay trau chuet han, link hoat han, bo tri hgp 1$, han phien ban 1.0.x. Diem not bat cua Joomla 1.5.x la hi; trq ngon ngir v6i kieu UTF-8, c6 them m6 hinh chung thuc. Tuy nhien Joomla 1.5.x la hoan town dugc viet mai nen no con c6 met so han the so voi Joomla 1.0.x nhultii bao mat thong tin.

5.7.2.6. Phdn mem cica hang truc tuyln Virtuemart

Virtuemart la giai phap phan mem thuong mai dien tir ma nguen ma dugc thiet ke nhu la phan ma rOng cua N thong quan tri not dung Mambo va Joomla. Phan mem cira hang ao Virtuemart dugc viet bang ngon ngfr lap trinh PHP va luu trir tren ca sey dir lieu MySQL. Phan mem Virtuemart la met ma nguen ma nen nguen lap trinh co the thay doi ma code cho phu hop von muc dich,xay dkmg website.

Phan mem giai phap dm hang truc tuyen Virtuemart rat phii hop cho cac trang web c6 luting ngtrai truy cap & mirc duori trung binh. Phien ban mai nhat cua Virtuemart la 1.1.x. Virtuemart dugc xem la gi6 mua hang, met au thanh be phan cua website cho phep giai thieu cac san pham mai nhat. Met san pham c6 the phan vao nhieu category khac nhau. Ngoai ra met san pham c6 the c6 nhieu mirc gia khac nhau. Viec tinh gia san pham dua ten nh6m nguai mua, se luting mua. Va phan mem dm hang truc tuyen Virtuemart con cho phep thanh town bang nhieu hinh thirc khac nhau. Doi vai cac san pham so haa Virtuemart cho phep nguai tieu diing tai ve.

5.7.3. Ceti (101 va guan ly website thwang mgi diftt to

5.7.3.1. Cai clot Website

Bulk 1. Chi dhl Xampp

Chay file Xampp trong thu muc tai nguyen. Sir dung ban Xampp 1.6.7,

372

c6 the download tai dia chi http://www.apachefriends.org . Muc Cai dat may chic web Apache va He quim tri ca sa da. lieu MySQL

Built 2. Tao co so din lieu cho website

Ma FireFox hoac IE; Vao dia chi: http://localhost/xampp

Chon PhpMyadmin trong muc Tools

Nh4p vao Ten co so (lir lieu (vd. mobile_data) va chon kieu dit lieu utf8_general_ci (a ho trot ting Viet cho website sau nay). Sau khi chon xong click vao Create a thuc hien viec to CSDL. Luu Ghi nha ten ca sa du lieu cte clang trong qua trinh cai dat website.

Buov 3. Chi dat website

Sir dung be cai Joomla phien ban mai nhk (co the download tai: http://itc.ftu.edu.vn hoac www.joomla.org).

Copy nOi dung website vao trong thu muc C:\xampp\htdocs

Luu 351: Neu gicii nen 1.0 cat website can giai nen vao 1 thu muc de sau do doi ten va thuc hien cai

Luu y 2: Trong htdocs, mai thu muc china toan bO nOi dung mot website, co the cal dat nhieu website tren cling mat may cha.

Vi du: sau khi giai nen, doi ten thu muc website thanh mobile, khi do duang dAn den website c6 ding C:\xampp\htdocs\mobile (luu trong thu mix mobile 16c nay china town be nei dung website)

D6 khai deng qua trinh cai dat website, chay FireFox hoac IE. N14 vao dia chi: http://localhost/mobile (de khoi dOng qua trinh cai dat cho website mobile — nei dung trong thu muc ..htdocs/mobile). Luu niu sir clung thu muc khcic thi goi duang can theo ten dm mix do. 14 du: dm mix ..htdocs/laptopmart thi &tong ddn la http://localhost/laptopmart.

Thuy hi'en dii 7 bulk de chi dat theo huirng dan ciia hi) cai !

- Tai busk se 1, chon ngon ngit la tieng Viet de de theo doi;

- Tai buac se 2, 3 An Next/Tiep theo;

- Tai buck se 4: nh4p vao localhost, root, mat khAu de trong, ten co so. din lieu di' ttio a buck 2 (vd. mobile_data) — Luu )5 doe ky huong den tren

373

man hinh cai chat tai bit& nay d din chinh xac thong tin vao cac o twang

ling;

Buck 5: click vao nut Next/Tiep theo;

Buck 6: nhap vao ten website, email, mat khAu quan tri. Luu y: Nha mat khAu nay de sir dung sau nay.

Buac 7: hoan tat viec cai at bang each xOa thu muc Installation nam trong thu mix Mobile a tren.

Bu.6.c 4. M& website de xem: Dung dia chi: http://localhost/mobile

&ere 5. Quin tri website: Dung dia chi: http://localhost/mobile/administrator

Nhap vao ten dang nhap (admin) va mat khAu (da dat trong btreic 6 a phAn cai at).

5.7.3.2. Quan ly Website

BtrIre 1. Chi 41 Tieng Vi?t

- Vao phAn Quan tri: http://localhost/mobile/administrator

- Nhap vao ten va mat khAu

- Vao phAn Extensions (a cot thir 5)

- Ch9n Install (a dung 1)

- Tai giao dien cai at, Browse den thu muc tai nguyen, chon file nen

vi-VN.rar, sau do An vao nut cai al (a cai dat tieng Viet cho phAn nguai

dung).

- Tiep tuc Browse den thu muc tren, ch9n tiet vi-VN_admin de cai

tieng Viet cho phAn Quan tri. Sau khi cai dat xong, ch9n Extensions, tai Bang thir 5 chon tiep Language Manager, kich chon o Tieng Viet a timg

phan Front end Nth Administration, sau do An va nut Default a xac nhan.

Sau buoc nay, website hien thi cac huang can bang tieng Viet a ca phAn

Frontend va Backend.

Btrin 2. Thay dai banner

- Thy timg template ma website se sir dung.

374

- Khuyen khich cac nhom chgn tong Template tily y va nghien ciru sir

- MOi template c6 1 thu muc rieng chira anh, style va cac tai nguyen

lien quan. De chinh sira logo, chon thu muc template, sau do chon thu muc

co ten dm template dang dung tim den anh dang dung lam logo va thay vao

d6 1 anh mai. Vi du template mac dinh khi cai xong website c6 ten la

rhuk milkyway' De sira logo dm template nay tir thu muc website, chon

template->rhuk milkyway->images. Trong thu muc d6 CO 1 file anh

`mw_ oomla logo.png' clang dugc dung lam logo. De thay logo, cach dam

gian nhat la thiet Ice 1 cai anh khac co ciing kich thuac, ten va loai file vii

file nay, sau d6 copy thay vao trong thu muc do.

Bulk 3. Quin ly Main Menu

Vao phAn Quan tri ch9n trinh don cot 2), chgn Main Menu (a clang

thin 3). Mu6n sira Menu nao, kich chuOt thing vao Menu do de chinh sira. Vi

du: Home > Trang chu; Products > San pham.

Buirc 4. Quin ly Top Menu

Trong phAn Quan tri chon Trinh dam, chgn Top Menu (a dung thir 5).

Trong d6 co 4 menu con, de sira menu nao, kich chu6t vao menu d6. Sira ten

trong bang cau hinh va Save lai (nut save goc tren, ben phoi).

Bulk 5. Quin IS, Menu ben trai

- Tat hai muc Main Menu va Other Menu a cot ben trai.

- Vao phAn quan tri.

- Vao Phan ma rang > Quan V, Module > Tai cot vi tri, ch9n Left de

hien thi cac module a cot ben trai. LAn loot kich vao nut dau tich mau xanh

a tat cac menu Main menu va Other menu.

- Ra trang front-end de kiem tra (An F5 hoc Refresh de kiem tra ket

qua).

Bithc 6. DOi ten cac module ben trai

- Vao phAn quan tri.

375

- Vao PhAn ma rOng > Quan 1S, Module > Tai cOt thir 3, Chon vi tri, chon Left. Cac module dm cOt ben trai duac sap sep dung filly tu.

- Mu6n sera ten module nao, kich chuOt vao do va sira ten, sau do Save lai.

Ltru Sr: Module nay la module thuOc phAn quail 15, dm hang, se thuc hanh chi tit a phAn sau. Day la loai module Article Categories cho phep hien thi cac nh6m tin (categories).

Buirc 7. To mOt khi MENU de quail VT tin, hien thi & ben trait pm cac ni)i dung sau:

THIEU SAN PHAM

- Samsung

- Nokia

- Motorola

- BenQ

Muc dich: Khi kich vao cac menu nay se hien ra th8ng tin giai thieu chung ve timg loai san phAin do. Day la Menu tin giai thieu ve cac hang, Bong san phAm.

Cac buac cu the nhu sau:

- Truck het vao phAn Quan tri

(i) NOi dung (cOt 3) > Quan ly nhom tin > Them mai (ben phai, tren)

Dat ten Nhom tin (Section) la: SAN PHAM

(ii) NOi dung > Quan ly chi' de con > Them mai

Them l'an Luca cac chu de con tuang ting vai Samsung, Nokia, Motorola, BenQ.

btu khi them, clot ten va chon cha de con nalm trong nhom tin la SAN PHAM da tao a biz& tren.

(iii) Tao kh6i MENU tucmg img voi Nh6m tin SAN PHAM khi kich vao Menu do se hien thi tin ra ngoai trang chi*

- Vao phan quan tri.

376

- Trinh don (On 2) > Quan lY Menu (clang 1).

- Them mai, luu y dien ca 4 0 la : SAN PHAM sau d6 Luu lai.

Luu Buac nay mai chi tao ra Kh 64 menu, chua có menu cu th'j link cle'n cac hang.

(iv) Hi& thi Menu ra ngoai (41 tai cOt ben trai, vi tri dau tien)

- VAo phan quan

- Phan ma rOng (OA 5) > Quan ly MO dun (dOng 2).

- Tim mo dun c6 ten la SAN PHAM vira tao, kich chuO't vao do a au hinh.

Luu y: Chon cac nut: Cho hiki thi tieu a, Da bet, vi tri la Left . Sau do Luu lai.

- Kim trait phan front-end (An F5 hoc Refresh). Luu Y: Sau buac nay, tren trang chit mai chi c6 Ten tieu a Menu to, chua co cac menu con trong do.

* Eh) tuc to cac Menu con

- vao phan quan tri.

- Trinh don (cOt 2) > SAN PHAM (clang cuOi).

- Them mai —> Cac bai vik/Article >Giao din chit a con dang Blog layout > Nh4p vao du cac thong tin a nhang 8: Tieu d&', Alias va Chit d6' con tuang irng vai ten Menu con do, vi du: menu la Samsung thi Chit a con chon la Samsung.

- Sau do Luu lai va ra ngoai ki6'm tra.

Lan lugt tao dit cac Menu con tuang (mg vbi cac loai san pham da du

kien. Luu Khi kich vao cac Menu con IA deu chua c6 tin chi tit do chua tao tin trong cac thu mix tin a hi'en thi ra ngoai.

Bulk 8. Tao tin cho cac Menu tren

- Vao phan quan tri.

- NOi dung (OA 3) > Quan ly bai vie't (dong 1).

- Them mai.

377

- Nhap vao cac nOi dung dm bai viet :

+ Tieu de

+ Alias

+ Chon : Chu de

+ Chon : Chu de con

+ Nhap vao NOi dung

+ Chen Anh

+ Chen Phim

- Sau do Lau.

- Ra ngoai va kiem tra a phAn front-end.

* Tiep tic 4o them mOt khOi Menu v(ri nOi dung sau :

- Tao mot Section la CAC DICH VV.

- Tao 3 Categories vai ten la: Dao tao, Tu van, Dich vu khach hang.

- Moi category tao 5 tin vai day du hinh anh, phim, nhac.

5.7.3.3. Quern ly cac Module char nang tren website

Birk 9. Bien tap duirng dan Breadcrumbs

Chon Phan ma rang-> Quern ly m6 —dun->Breadcrumbs.

Go nOi dung vao 8 Deng chfr cho mac Trang chu, sau do An !Wit Lwu a goc phai-tren.

Buirc 10. Bien tap menu: popular news

Chon Phan ma rang-> Quern ly mo —dun->Popular trang 2)

Sau do chinh cac tham so nhu tieu cue , vi tri,... va an nett Lwu a goc phcii —tren

DOi ten thanh TIN NOI BAT.

Crc 11. Bien tap menu: latest news

Ch9n Phcin ma rOng-> Quart ly mo —dun->Latest News (o. trang 2. Sau do chinh cac tham s6 nhu tieu de, vi va an nut Diu a gOc. phai — tren. DOi ten thanh TIN MOI NHAT

378

Birk 12. Bien Op din tren trang chii: Welcome to Frontpage > Chao mirng doanh nghiksp den v(ri Website ThegioiMobile.

Chon Trinh den -> Main menu -> Home (chii Sr hang co dau sao mau yang a cot Mee dinh), ch9n Ccic tham s6 - He Mang, d6i nOi dung vao Tieu dd trang thanh Chao mirng doanh nghiep d'L von Website ThegioiMobile.

Bulk 13. Bien gip tieu de cac tin tren trang chi* (Frontpage Manager)

Chgn IV& dung-> Quan ly trang chic. Mu6n sera tieu a ban tin nao, chon ban tin d6. GO lai tieu a ban tin trong o Tieu dd, va cac th6ng tin khac n'L can, sau d6 An nut Lwu a goc phai — tren.

Buck 14. Bien Op Module Polls

Ch9n Component s-> Tham db, chon Them mm, sau d6 nhep tieu a, Alias, An Yes/D6ng Sr 6 lua chgn de dugc bet va nOi dung dm cac lua chon. Sau d6 An nut Lwu a gac phai —tren.

Ch9n Phin ma Ong -> Quan ly Mo dun, chon nut Mon (phai - teen), chon Loai Tham db y kiln (cOt 2, hang 6). Nhap tieu a, de bet, vi tri,... chon Them do Y kiln tro tai phiL them do mai tao a buck tren.

Bulk 15. Bien tap Advertising

Luu St: To Ads mai trong Components/Banners/Banners; tao bang cach copy cac ads di, r6i chink sira;

Luu y: Chen anh vao cac quang cao trong Advertising bAng each them (long lenh tro an anh can chen.

Chgn Components -> Bang quang cao -> The loaf, chon them mod, nhep tieu a, alias, da dugc bet,.. sau d6 An nut Luu.

Chgn Components ->Bdng quan cao -> Cdc khdch hang, chon them nhep cac thOng tin can thiet, sau d6 An btu.

Ch9n Components -> Bang quang cao -> Bang quang cao, ch9n them nhep cac thong tin tuang ung, nhep nOi dung quang cao, du6ng d'Art

hinh anh vao 6 Thy chfrn ma quang cao sau do An Lwu.

379

Chun ph&'n ma rung -> quan ly me, dun, ch9n nut mai, ch9n bang quang cao, nhap cac thong tin tieu de, alias, da bat, vi tri, bang quang cao cua khach, chit de con,... sau do an Luu.

Birerc 16. Cac thao tac di sao hru va khei phyc lyi website

buac 1, sau khi cai xong Xampp, mac dinh may tinh se sinh ra mOt thu muc xampp teen 15 C. Trong do có 2 thu muc quan trong do la htdocs va mysql. Thu muc htdocs chfra ma nguim cua cac website, con thu muc mysql chira du lieu dm cac website. De sao luu 1 website cu the nao do, copy thu muc co ten la ten website tucmg frng trong htdocs va thu muc dit lieu tuong ung trong mysql\data. Khi nao can khOi phuc thi copy ngugc lai tir ncri backup sang chinh xac 2 thu muc tuong img ten. Vi du website co ten la mobile, copy thu muc mobile vao trong thu muc.

5.7.4. cal, dat va quan 1y ceta hang true tuyin

Birk 1. Chi d#t &a hang trip tuyen

- Sir dung b0 cai VirtueMart1.1.2-COMPLETEPACKAGE.j15.zip download tai website: http://itc.ftu.edu.vn hoac www.virtuemart.com

- Giai nen 1)0 cai VirtueMart_1.1.2-COMPLETEPACKAGE.j15.zip ra mOt thu mix nao dO, trong thu muc do co thu mix con module, plugins NIA mot 1)0 cai com_virtuemart_l . 1 .2.j 1 5 .zip.

- De cai cira hang tivc tuyin, ch9n Phan ma Ong -> Cai d(it/Thtio ch9n Browse tim den file com_virtuemart_1.1.2.j15.zip, sau do an nut Tai tap tin len & cai dat. Chun Install SAMPLE DATA de cai dat dir lieu /du, .n OK, cher cho den khi chucmg trinh cai xong.

Birk 2. Ciiu hinh cira hang trip tuyen de hien th1 tren trang chu

- Ch9n PhAn ma rung -> Cai dat/Thao ger, ch9n nut Browse, ch9n den thu muc module mai dugc giai nen tir b0 cai cua hang trkrc tuyen, ch9n module mod_virtuemart_1.1.2.j15.zip, sau do ch9n nut Tai tap tin len & cai dat.

- Ch9n Phan ma rOng -> Quin 1S, mo dun, ch9n VirtueMart Module, ch9n da bat la Yes, va chinh cac tham s6 can thiet khac, sau do An nut Luu.

380

Buck 3. Cai dat g6i ng8n ngfr tieng Vigt cho Cira hang trip tuyen

Ctich 1

- Gar nen 130 cai tieng viet cho cira hang trrc tuyen Language

Packfor_VirtueMart_1.1.2, trong dO se c6 1 thu muc c6 ten la languages.

- Copy thu muc languages vao thu mix website\ administrator\

components\ com_virtuemart

- Doi ten cac file vietnames thanh english trong tat ca cac thu muc

trong language.

Cdch 2:

- Vao thu muc website -> administrator -> components 4 com_virtuemart -*language

- Moi thu mix con dm thu flux tren co 1 tep english.php tucmg img

- Mop cac tep do ra, va thay true tier, nOi dung tieng viet cho cac tir tieng anh tucmg

Binfec 4. 14o 5 nh6m san phAm, mai nhom tao 3 nh6m con

- Chon Components -> Virtuemart, ch9n Category Tree, ch9n New, sau do nhap cac thong tin can thiet nhu ten category,...

- Neu tao "nhom con" thi phai ch9n "nhom cha" tai 6' Parent.

- Sau khi nhap du thong tin an nut Save.

&lire 5. C4p nh4t 5-10 san phAm cho mai nh6m con (tOng Ong 75-150 san

Ch9n Components -> Virtuemart, ch9n San pham, sau d6 ch9n Them

nhap cac thong tin can thiet sau do an nut Save.

Btectc 6. Bong vai fro khach hang, tu. Tang k5, mOt tai khofin:

Dang ki mot tai lchoan vi du khl/abc123 ten giao dien trang chit tai

muc Dung ky. Sau do dang nhap va thvc hien qua trinh dat hang

381

5.7.5. Nang clip va phcit trien website thwang mgi difn ter

Doanh nghiep có the to cai dal them cac Component, Module mai cho website a the hien y tuCmg cua minh. Nghien ciru va sir dung cac Component, Module mop rOng ten website: www.joomla.org, phan Extension.

5.7.6. nix hank sir dyng kip do'ng dinva thanh loan dien B2C

Bong vai trO quan tri vao kich hottt tai khoin khach hang

Tir giao dien quan tri, chon Quan If, thanh vien, an chuOt trai vao bieu Wong 6 ton do tai cOt Da dw9c bat a kich hog tai khoan cua lchach hang.

Thkrc hiO qua trinh mua hang:

Tai giao dien trang chu, gO ten dang nhap va mat Ichau da dang ky vao '6 Ten clang nhap va mat khicu, sau do An nut Bang nhap, chon cac san pham can mua, chon Add to Cart, tiers tuc mua cac san pham khac tucmg tu. Mu6n xem gio hang, ch9n nut Show cart ben duai Cira hang dien tir.

Mu6n ket thuc mua hang, chon Check Out, dien day du thong tin vao don hang, sau do an nut Send Registration, kiem tra thong tin dm don hang, nhap thong tin dia chi giao hang neu dia chi giao hang khong cling dia chi cua chu tai khan, sau do an Next.

Chgn hinh thirc van chuyen, sau do An Next.

Chip hinh thirc thanh toan, sau do An Next

Nhap thong tin can km y neu co, sau do An Confirm Order d xac nhan dcm hang.

Bong vai tro quan 15, cira hang vao kiem tra tinh trang cac don hang

Chin Components -> Virtuemart, sau do chip Order -> List Order de xem va xir 15, cac dcm hang.

5.8. Phan tich bli tap tinh huOng

5.8.1. Case 1. Land's End dau tu. vao Tinton mgi dien tit

Land's End la mOt trong nhung cong ty ban le quan do qua mang thanh

382

cong that cho den khi dugc Sears mua lai vao nam 2003. Hien nay, hog dOng vii to each mOt thanh vien dm Sears, Land's End van tiep tuc din dAu trong viec thu but khach hang an yeti website va quay lai mua hang tren website cua minh. Phia sau thanh ding nay IA mOt dOi ngu chuyen gia ve thucmg mai dien tir, cong nghe thong tin chuyen nghiep va gidu kinh nghiem lien tuc trien khai va b6 sung nhung tinh nang mai va hAp din de thu but dugc khach hang va dam bao website van hanh tot.

Land's End luon barn sat hoat dOng cua website de dam bao chic chin moi khach hang deu di cam nhan tot khi den tham website. Nhom phu trach website luon phai lam viec tich ctrc a dam bao khach hang dugc sir dung dich vu tot vi tren thuc to luting khach hang an tham website tang len gAp doi moi nam. Ben canh do, yeu cAu d6i vii website lam thay d6i theo su tin b0 cua cong nghe. Vi du, t6c dO tai website ve may cira khach hang truac day dugc dat muc tieu la duoi 15 giay, hien nay muc tieu nay da thay d6i thanh dual 5 giay. Cac yeu cAu dugc dat ra het sire cu the, vi du nhu giai han t6i da va trung binh cua kich thuac cac anh tren moi trang web, thai han thuc hien cac thay dOi phai hoan thanh truac ngAy 1 thing 11 hang nam, dam bao truac infra nghi le va giang sinh, nam mai. Nguyen nhan la 40% doanh thu dm Land's End dugc thuc hien trong thing 11 va 12, vi vay tot

nhAt IA khong nen CO thay dOi hay su co gi den hoat dOng cua website trong then gian nay.

He th6ng may chi' dia. Land's End bao g6m ca san pharn dm IBM va Sun, có may chuyen trach de quan ly luu luting truy cap vao website. Viec quan ly cac chirc nang tinh to nhu do hoa (My Virtual Model) cong dugc cac may chi' chuyen trach thuc hien. NhCmg may chir nay dat tai tru so chinh dm Land's End tai Madison, Winscosin. Mac dir dOi nga ky thuat cua Land's End to viet mOt s6 phAn mem img dung de quail 1S, hog dOng cua website, Land's End van sir dung OM phap cira KeyNote Systems. Giai phap nay có the do luting t6c dO tai ve cira timg trang web va t6c dO thuc hien cac giao dich vao moi thOi diem trong ngay. Keynote có the thut hien dugc chirc nang nay tai hau het cac dia diem tren the giOi.

Thong qua viec giam sat chat the timg chi del trong hoat dOng cua website, Land's End da duy tri dugc website hoat dOng vii tinh trang "tot

383

han mong doi", khi ma khdch hang bi thu but vao hoat dOng mua sam tren website han la chi' St den tinh trang boat dOng cua website, dOi ngu quan tri website Land's End da lam tot cong viec cua minh.

Case 2. Sear va Wee ti-ng dyng thwang mai dien tir

Su canh tranh ngay cang kh6c liet trong linh vac ban le la dOng lac khien Sears tien sau va thanh cong trong thuang mai dien tir. MOt trong nhiing quyet dinh thanh ding dm Sears trong qua trinh chuyen tit thucmg mai truyen th6ng sang thucmg mai dien dr la viec mua lai Land's End, mOt eking ty ban quan do qua mang. Qua trinh chuyen sang thuang mai dien tir ciia Sears da dugc he th6ng nhu sau:

- Nam 1996, tung ra website www.sears.com

- Nam 1997, trien khai ban hang true tuyen san pham Craftman tools

- Nam 1999, ban cac thiet bi, phu tang tivc tuyen qua PartsDirect

- Nam 2000, tiep tuc ding c6 www.sears.com va mpg ludri ban hang GlobalNetExchange

- Nam 2001, trien khai hang boat boat dOng thucmg mai dien tir nhu: xix 1$, cac thanh town dien tir bang the tin dung, ke hoach boa cung cap thiet bi gia dinh va dich vu bao duang, mua hang qua mang-nhan hang tai dm hang, giam gid hang tuan

- Nam 2002, mua lai Land's End

Mac du Sears dau to lien tuc vao thucmg mai dien tix tir nam 1996 den 2002 nhung ty suat loci nhuan rat thap. Cu the, Sears la thanh vien sang lap ra san giao dich B2B GlobalNetExchange vii han 50.000 thanh vien. Dau nam 2003, Garry Kelly, CIO mai dm Sears quyet dinh tang ROI dm Sears. Viec mua lai Land's End dem lai kha nang ph6i hop gifra cac cfra hang khac cua Sears vai website, catalogue dien tir va he th6ng xir 1S/, thuc hien cac don dat hang (back-end). Sears da phai d6i mat vdri hang boat van de nhu:

- Nhimg san pham nao se tang cuing ban qua mang, nhimg san pham nao nen de ban a cac kenh truyen th6ng?

- Can xay dung bao nhieu dm hang truc tuyen? Bao nhieu nhOm san pham?

384

- Chinh sach ban hang va xir VI hang tra lai gift cac cira hang nen xay dung rieng hay chung?

- Sap nhap Sears va Land's End nhu the nao de phat huy nhimg thanh cong dm Land's End?

- Lam the nao de phat huy cac the manh dm Land's End vao mo hinh dm Sears

Muc tieu dm CIO Kelly la bien Sears thanh cira hang dien tir B2C hang dAu teen the giai. Ca sa ha tang IT va thuang mai dien tir dugc phan tich va tach biet ro rang. Co qua nhieu sir ch6'ng cheo can xir ly ca trong quan 15/ hang hoa din kho va tieu thu hang hoa. De he th6ng hoa lai he thifing thong tin Sears dA phai giai quyet ba vAn de lan:

- Phuang phap tot nhAt a sir dung web nhAm ban mOt s6 lugng 16n hang hem.

- Chien lugc ma rOng va cling c6 cac hoat dOng B2C.

- Sir dung mo hinh dm Land's End nhu the nao de ph6i h9p vai he th6ng truyen thiing eft Sears.

Ben canh do Sears con phai giai quyet mOt s6 van de khac nhu:

- Chien 'tux doi tac, lien minh nhu the nao de co the phat trien nhanh nhat.

- DAu to de xay dtrng Wang lye san xuAt.

- Ph6i hgp chitin lugc kinh doanh tong the va kinh doanh dien tir.

- Chinh sach gia cho hoat dOng kinh doanh truyen th6ng va kinh doanh dien dr.

Sears dA timg buac giai quy6't cac vAn de tren, tuy nhien den mua he nam 2004, K-Mart mua tai Sears, va chitin lugc kinh doanh dien tir cua Sears hien lai tra thanh mOt phAn trong chitin luac kinh doanh dien tir cua mOt cong ty lan han, do la K-Mart.

Co rat nhieu giai phap cling nhu lua ch9n de co the xay dtmg dugc he th6ng thuang mai dien tir cho doanh nghiep. Tuy nhien, nhin chung can phai &Au to vao cac yeu t6 sau:

DAu to duang truyen-mang Internet, cung cap kha nang ket not kho dir lieu ve thOng tin san pham dich vu cua doanh nghiep voi cac khach hang

385

tren toan the giai, cac loai duimg truy'en ph6 bien hien nay la kenh thue rieng (Leased-line), dich vu Internet bang thong rOng (ADSL),...

Dau tu he th6ng may chi', not se- cai dat cac chuang trinh img dung, hru trir dir lieu de phuc vu cho hoat &Ong kinh doanh, viec dau tu nay c6 the la tu dAu tu hoc thue 1ai cua cac nha cong cap dich vu (hosting).

Thue mot ten mien gan chat vai thucmg hieu cua citing ty, gan chat voi muc dich hoat dOng kinh doanh cua cong ty, de quang bd thong tin phuc vu cho viec kinh doanh.

Dau tu phan mem cho he th6ng thuang mai dien tir (nhu website), cac phan mem hO trg bao g6m ca cac phan mem dich vu, cac phan mem quan tri ca sa du lieu,...

Cac ytu t6 tao thanh he th6ng thucmg mai dien ta nay c6 quan h0 mat thiet vai nhau va phu thuOc ran nhau. Do do de trien khai thuang mai dien to can tim hieu ky cac yeu t6 de tranh dau tu lang phi.

Bai thuv himh: cai d'a't WI sir dung mQt so phAn mem CRM

Sugar CRM la phan mem quan ly quan he khach hang t6t danh cho cac cong ty tam c6 vira va nho. Rieng d6i vai VN, gia cua cac giai phap phan mem luon la van de hang dau thi Sugar CRM that sir la giai phap t6t khong chi d6i voi cong ty tam vaa va nho ma con thiet cho Ca cong ty km.

Phan mem CRM (CRM Software) that su tra thanh can thiet khi cac doanh nghiep phat trien a mire kha nhanh va kip nhan ra khach hang quen thuOc la ngu6n lqi ca ban ciia hg. Vai chuang trinh SugarCRM, cong ty that sir co kha rang lam t6t cau thanh ngit "Khach hang la thugng de" vai mac dau tu thap.

Cac phien ban du ciia Sugar CRM chay tren PHP va ca sa der lieu MySQL. Hien nay Sugar CRM software co them phien ban hO trg ca sa der lieu MS SQL va Oracle.

He dieu hanh ho trg:

• Linux.

• Windows.

• Mac OS.

386

Cac Module chinh:

• Sales Management

• Marketing Automation

• Customer Support

• Reporting capabilities

• Collaboration

• Administrative tools

Hlnh 5.18. PhA'n mem Sugar CRM

SUGARCRM. 14v LroLamy., n•••••LL1L . . SUGAR SUITE

No. L*Pairl EAsialio howlmr6 I marl, 41.41.. 1...111 1/4.•1 ►Jig1iv, Wilt* Pissilali Lem, Camiallest 7

V411011 141401 .. • .• — my; •Upcoming A pp n,.) ini rrA ntg ",,,, .0. •- 7,0S42. L'I Nese+, 21141i • 1•11.41,0 .,

Om* tkloaL Pia 14iitlt l'.. ityognit• n!. do 1

c:.,, Z .7.,-, : ... ,.., • Z'OCii..:4 :: 1.n 4'. Dog ;; ctrarckm..2404 i 2 1 3 ,....,. L.L4G114,444•142 n ..,,c10:....: IT , s otAt

# .1r I e le il ;.: ekoneeLeee 1Z 15 15 1.1 t ti. II

If 0.4* ,:wisw eky Inbor Vretrid Emilie 11 22 a.:7112 a 21

... 5

•

....,...., - ,,.. • 1,..... , .. X. ion..s i ,,o. Z N.

4 V

•

0,411 Can , Ikalo. I :". 001.11C; 6.1416.11* Rote k sitdiAtwart ribl inns i Y,..'.. woveet..1

(V .:4.0' 44.W/ Wy TOO Open Oppone,ritne ...: e1 10.4.Ca flpipolboliti .4.sw111000 Anisoltam• , C..x...jeoce la ku aws Mos n...essofilideall• paw t.t I: modolwe 0.6..4..scr, • 0•L••,1, • ii...1ye„., t WI L4.. oy,rga.A fter•...011.1. 4 /nradftlatlimintaa141/11tala ini moo ac. .....

,c,,,I•.' Vr.'IC hooe4kitA!...••1k.•.../a.0

Key Pipeline 0,43.0.1

4•12.4 'T.." .1.

OW. lira 4 ..iliajpf . 141.10/1, wale 1►011044410* 11105K

10 ..tiVo•e Twit.% KrAir; CitIRrSt. eAi Weiss hl.. 111164014) tt

wag millas

visa hapolr, ,

q• 7. in.A. Y4 •

Id DMUS,

IWII CtellM0* ivevirOgefeat

Itl.optalkow

ff.0401111.raivio:

Lin lit WM TIN M fee

Team thAL

Fay Open TS1113 a ,,,,.1 • ,........,, t• , ,•• ;.,• ••••• • ''.•.,,,O

• P...A,..P.!414.!. . • , , lik111. .tor ims.. . . tag ,,,,,,c. et-A.Ixe felitsvi 2%.13, 1:n• IV I : 11

..,..,......1,,Ls..t-, ' 141,544. ntiLtylt; 901E

ety Aselaned Sup

eLi • yrr

.1 . v.: I "n{... • ball.. solotioome moos* Ow .111.1.4admilsw• •••

am, 11,0 4. • • • Ilan. • km 4, 'Mow. 444.1.0.r.44.114 ►a Voi• tk. .• t's.0 ,re:•:•,•`.,f 1 A., 1.3.1.;/ PI ,f.MA•I.. Si SIN moot./ •I•Lt 5 .• • 70. C.Itifft 104Ni/A

Nguan: Tac gia t(t tang Ivp 2010

Cac tinh ?fang nal trOi:

• Da ngon ngtl. (NgOn ngu ti6ng Viet Bang chi cong ang Open source ngued Viet g6p sire).

387

• Da ngugi dung, phan cap nguai dung, chia se th6ng tin a clang.

• Giao dien web than thien, tinh nAng phong

• Quart ly tap trung.

• Themes thay d6i giao dien.

• Khong chi quan ly khach hang, ma con quan ly ca khach hang tiem !fang va cac di./ an tiem 'tang (leads).

• Quan ly khach hang khong dirng lai a mire thong tin lien lac, ma con ltru tru v'e cac th8ng tin khac nhu cac cu6c gAp mat da dien ra, cac chit de a trao d6i cling nhu len lich hen yen khach hang nhu the nao, Nhang thong tin nay có the chia se cho cac &Ong nghiep de dang. Do do, teamwork dugc thuc hien tot va hieu qua.

• Chia se tai lieu, bao gia gitra cac d6ng nghiep.

• Quan ly lich hen.

• Quan ly chin dich.

• Quan ly chu trinh lam viec.

• Th8ng bao cac tinh hung (Alert).

• CO module b6 sung cho quan ly dIr an.

• CO plug-ins tich hop vao Microsoft Outlook.

Clic phien ban:

• Enterprise Edition

• Professional Edition

• Appliance (tich hop nhu mot phAn cimg, chit doanh nghiep mua ve la dung ngay)

• Open Source Edition

• Ngoai ra, chit doanh nghiep có the sir dung phAn mem nay cling co the triL khai tren chinh host dm sugarCRM von chi phi hang nam phi thu6c vao s6 lugng users va tinh nang.

• D6ng th&i, Sugar CRM cling nhan customize cac module theo yeu cAu cita khach hang.

De trien khai CRM software von chi phi thap nhat, phien ban Open

388

Source dm SugarCRM la lira ch9n hiOu qua va hgp 1Y. Chit doanh nghip chi can bo ra chi phi cho chuyen gia to van, chi phi huAn luy'e'n sir dung cho nhan vi'en voi 1 server cL hinh du manh la da c6 th6 tan dung sirc manh cua

mOt CRM software r6i!

Cau hal on tap

1. Phuang phap SDLC la gi? Hay neu cac btrac tin hanh cua phuang

phap SDLC.

2. Phucmg phap thir nghim la gi? Hay neu cac bugc tin hanh caa

phucmg phap thir nghiOm.

3. So sanh phucmg phap SDLC vOi phucmg phap thir ngh*n.

4. Phucrng phap phat triOn img dung nhanh la gi? Hay neu cac buoy tin

hanh cua phucmg phap thir ngh*n.

5. Hay neu uu va nhugc di6'm cua phuang phap phat triO'n nhanh

6. May chit web la gi? Neu mOt s6 dac di6m dm may chit web.

7. Neu mOt s6 loci may chit web ph6 bin hiOn nay.

8. Hosting la gi? Neu mOt s6 nha cung cap dich vu hosting ph6 bien

tren the gioi va tai Vi'0 Nam hiOn nay.

9. Neu dac di6m va chirc nang cua mOt s6 website thuang mai diri

10. Hay neu nhang thanh phan chinh cua mOt website mua ban hang

trvc tuyen.

Thuat ngit

Leased-line: Kenh truytn Internet rieng.

ADSL: Dich vu Internet bang thong rOng, &rang truy'en bAt doi ximg

c6 t6c di) tai xu6ng cao(co the dat tad 4Mbps), toc dO tai len thAp(khoang

640Kbps).

ERP (Enterprise Resource Plane): He th6ng quan lY ngu6n luc doanh

389

nghiep, cho phep cac doanh nghiep quan ly cac ngutm lye nhu sir dung nguyen phu lieu, nhan

MPEG, MPEG1, MPEG2: la cac chuAn, dinh dang ve km tr phim so.

ISP(Internet Service Provider): Nha cung cap dich vu Internet, nhu dui:mg truy'en Internet, dia chi IP, N th6ng ten mien, N th6ng to tri,... ngoai ra, hien nay cac nha cung cap dich vu con cung cap them cac dich vu nhu km trir web, cho thue may

Website: la tap NT c6 to chirc, ket cAu cua cac trang sieu van ban, hoac cac trang script de tao ra cac trang web linh &Ong c6 lien kat yeti nhau,

va duqc dat du6i mOt ten mien nao d6, nham cung cap cac dich vu nhu gi6i

thieu san phArn, hang h6a, gion thieu cung ty, cung cap dich vu mua ban hang qua mang,...

IP (Internet Protocol): La giao thirc Internet, cho phep cac may tinh co the thiet lap lien ket de trao d6i thong tin to thiet bi mang nay den thiet bi

mpg Dia chi IP: La mOt s6 co cL true 32 bit, thms:mg duqc bieu dien duai

dang 4 s6 thap phan cach nhau bai dau chAm (dot decimal). N6 cho phep xac dinh duy nhAt cac thiet bi lien ket mang.

DNS (Domain Name System): He th6ng ten mien, no cho phep

chuyen d6i tir dia chi IP sang mOt ten mien de cho viec truy nhap, quang ba

cac trang web duqc tra nen a dang hon.

Internet: La mpg ket not cac thiet bi tren pham vi toan cau, cung cap

cac tai nguyen dung chung, hoac cac dich vu khac tren nen mang may tinh.

HTML (Hypertext Markup Model Langues: La ngO'n ngu danh dAu

sieu van ban, no cho phdp the hien cac van ban, hinh anh, am thanh len tren mOt trang de tao ra sir linh hoat cua nOi dung thong tin.

ASP (Active Server Pages): La mOt ngon ngft lap trinh web, no cho

phdp cac lap trinh vien tao ra cac trang web &Ong bang cach truy xuAt thong

tin ducic hru tray trong co sec dir lieu. ASP la mOt nem ngu lap trinh dam

390

gian, c6 cu phap gi6ng nhu nen ngir lap trinh Visual Basic, va no chay ten moi tn.dyng he dieu hanh Windows dm hang Microsoft von phan mem may chi' Web IIS tich hop s'an trong he ditu hanh Windows.

Middleware: Phan mem trung gian, c6 nhiem vq ktt not gifra cac he th6ng vai nhau. Vi du, no c6 the la phan mem trung gian de truy nhap co sa

dir lieu, sau do cung cap cho cac chucmg trinh img dung, nham ngan chin

viec truy nhap du lieu trIsc tip nguad dung, tranh nhting raft ro do bi tan cong vao co sdf du lieu hoic cac 18i phat sinh khong ditu khitn ducfc.

Virus may tinh (computer virus): la cac phan mem duqc gin theo cac phan mem khac, ducfc kich boat khi cac phan mem kia boat &Ong va gay hai

cho cac phan mem khac.

May chii co. soy dii lieu (database server): may chi' ten do cai dit cac phan mem quan tri co so eta lieu.

N§i dung Ong (dynamic content): cac nOi dung tren trang web duqc hinh thanh va thay d6i tuy theo cac yeu eau dm ngu&i sir dung trang web

thong qua cac chucmg trinh duqc lap sin.

Trang web Ong (dynamic page): mot trang web c6 cac nOi dung

&Ong.

Nein ngfr lap trinh JSP (Java Server Page): nem ngu lap trinh dung

vitt cac img citing cho may chi' do hang Sun Microsystems xay Ong

Thiet bi can bang tai (Load-balancing switch): mgt thiet bi trong

mang may tinh theo doi mirc dg tai teen cac may chi' gin vai thitt bi nay (be chuytn mach) va c6 chirc rang chuytn cac lung thong tin ye web den cac

may chi' con c6 nhieu kha nang phuc vu nhat.

Phan mem ma nguan mir (open source software): phAn mem duqc

phat trien bai mgt cong dtmg cac nha lap trinh duqc cung cap tren mang de

I/10i nguoi download va sir dkIng mien phi.

Nein ngfr lap trinh PHP (Hypertext Preprocessor): ng8n nil lap

trinh web a viet cac irng dung cho may chd nham tao ra cac trang web

Ong.

391

Lenh ping (Packet Internet Groper): lanh diau lchian chay mOt churcmg trinh nham kiem tra tinh trang kat not giita cac may tinh kat not vai nhau qua mang n(i hoc Internet.

Trung tam may chit (Server farm): noi dat cac may chit, thtkrng có diau kin va trang thiat bi rat tot va an Wan

Phan mem (Binh cho may chit (Server software): phan mem cai dat tren cac may chit cho phdp truy cap vao cac file va chtrang trinh tren may chit tir cac may tinh khac trong mang.

Trang web tinh (Static page): trang web dugc viat bang neon nil HTML clang dcm gian, nOi dung kilo có kha nang thay d6i khi da dua len mang.

Men true mang ba kfrp (Three-tier architecture): N th6ng mang xay dImg tren nan tang he th6ng mang hai lop client/server nhung dugc ba sung them cac img dung de cung cap ca thong tin khong có dang HTML len may chit khi can thiat.

May chit io (Virtual host): cac may chit "ao" dugc tao ra tren mOt may chit thIrc

May chi, dug dyng (Application server): may chit trung gian kat not gifra may chit nOi bO doanh nghiap va Internet.

Nha cung cap dich vu tag dung (Application service provider): mOt website cung cap cac dich vu ho trg quan ly nhu quan tri tai chinh, san xuat, email... va thu phi.

Phan mem quail tri nei dung (Content management software): phan mem dugc sir dung de quan ly kh6i lugng Lan cac thong tin nhu van ban, do hga, file dir liau... trong kinh doanh.

Phan mem quart tri quan hg khich hang (Customer relationship management software): phan mem thu thap cac du lieu ve khach hang, nhung du lieu nay sau do dugc phan tich de dua ra cac quyet dinh trong kinh doanh.

Khai tithe de lieu (Data mining): phan tich de tim ra cac thong tin an giau ben trong cac du lieu.

392

Hg dying cd soy (lir lieu phfin tan (Distributed database system): ca s6 du lieu trong he th6ng thong tin lan có lint tit the du lieu gi6ng nhau tai nhieu vi tri dia 15, khac nhau.

Phlin mem quan !Si tri fink (Knowledge management software): phan mem giup ding ty thu thap va quail ly cac thong tin, chia xe thong tin gift nhang ngu6i sir dung, tang cu6ng kha nang phi hgp va luu gift nhang tri thirc nay a tiep tpc sir dung trong tuang lai.

Ma ngulin mir (open source): ma ngu6n mien phi cho cac phan mem.

Cling ngh0 tilling tin (IT) plan cimg va phan mem may tinh sir ly va hru gicx chi lieu ding nhu IA ding nghe truyen thong giiip chuyen giao du lieu

Plan mem ring dung (Application software) tat ca chuang trinh dugc viet ra nham thuc hien mOt nhiem vu nao do cim nguoi dung may tinh. Vi du chuang trinh may tinh tinh luang, thong tin kho hang.

Cfic plan (module) lA mot phan cua phan mem thuc hien mot hoac

nhieu chirc nang. Nhang thay doi caa mOt module se anh huong tai cac

module khac caa phan mem.

Thin nghi'On (Protytyping) mOt ban mk ban dau cim he th6ng dugc

xay dung nhanh va dua cho ngu6i dung dimg thir va nhan xet ve nhang thay

d6i Wham cai thien san pham hon

Yong diYi Oat trien h0 thOng (SDLC) phucmg thirc truyen th6ng ma

cac chuyen gia ve he th6ng thong tin sir clung de phat trien irng dung may tinh mo7. SDLC bao g6m ba giai clop: l'A'p ke hoach, xay dung va trien khai

He thOng (Systems) la tr9n b6 cac b6 phan di lien quan vai nhau va

phai Ihm viec cling vai nhau de dat dugc nhang muc tieu chung

Phan tich va thiet ke h0 tilting (Systems analysis and design) cac

hoat dOng chinh dugc lien hAnh bai cac chuyen gia he th6ng thong tin dugc xem IA mOt phan cua phuong thirc trien khai va phat trien he th6ng.

Thiet ke tin dung chung (JAD) cac ky thuat ma ngu6i dimg ding vai

cac chuyen gia he thong th6ng tin dm ra cho he th6ng

393

Phat trier' ling dung nhanh (Rapid application development) la

phucmg thirc phat trien he th6ng dua tren su ket hop dm phucmg thirc

SDLC, thir nghiem, ky thuat JAD. He th6ng thir nghiem cu6i ding se la he thiing duqc trien khai.

Quin tri thong tin (Knowledge management) chia se va chuyen d6i thong tin trong to chirc nham tang cuCmg hieu biet va cai thien hoat dOng cua doanh nghiep hay not cach khac do la qua trinh va chitin lugc de nhan ra, tao ra, gianh lAy, t6 chirc, chuyen d6i thong tin nham gitip ca nhan va

doanh nghiep co the canh tranh ten thi truang.

394