QTBH hoàn chỉnh

7/24/2019 QTBH hon chnh

1/41

I HC QUC GIA THNH PH H CH MINH

TRNG I HC KINH T - LUT

KHOA QUN TR KINH DOANH

I TI!U LUN

PH"N TCH K#NH PH"N PHI

HNG MA$ M%&C TRONG N'C C(A

C)NG T$ MA$ *I#&T TIN

G*HD+ T, NGU$.N KH/NH

TRUNG

M01 234+ Q561 789 :;1 2? 72@4 2B1+ N2>?

T2


2/41

DANH ,/CH NHM

,TT H3 < 71 M E 12 1 *S T29 B K124071232

J T81 T212 H> K124071253

V N=5WX1 T29 LB Q5W1 K124071303

Y *S T212 TZ1 K124071309

T2; T851= T26[ k124071316

\ L T29 C]? T1 K124071328^ T81 H[


3/41

M`C L`CLI Ma bU

CHcNG + TdNG QUAN *e /N HNG * QUN TR /N HNGJ

L942 f 4g 1=


4/41

2.4.5 @Ac $i! c/ c'c trung gi/n.............................................................................12

2.4.6 Eng +Fc GH/nh nghi&.....................................................................................12

2.4.7 @Ac $i! c/ !Ii trng.................................................................................13

CHcNG V+ PH"N TCH THwC TRNG K#NH PH"N PHI HNG MA$MxC TRONG N'C C(A C)NG T$ MA$ *IyT TINY

V Gz 72B5 { 401= 7W ?W *B7 Ts1Y

3.1.1 Jch C hnh thnh............................................................................................14

3.1.2 Th &hLn............................................................................................................15

3.1.3 Mn &hD! - c'c thNng hiu tiu biu.............................................................16

VJ HB 72E1= n12 2Z1 2E

VV P2Z1 742 4;4 Ws5 7E 612 2tu1= vs1 n12 2Z1 2E 4g 401= 7W ?W *B7 Ts1JJ

3.3.1 @Ac $i! th trng..........................................................................................22

3.3.2 @Ac $i! c/ kh'ch hng.................................................................................23

3.3.3 @Ac $i! c/ Cn &hD!....................................................................................24

3.3.4 Eng +Fc Cn OuPt c/ cIng t..........................................................................27

3.3.5 @Ac $i! c/ $=i th cBnh tr/nh.......................................................................29

3.3.6 @Ac $i! c/ !Ii trng.................................................................................30

3.3.7 >'c nh trung gi/n &h


5/41

LI Ma bU

SS khng c g xy ra cho n khi c ai bn ci g

Tht $Ung -V c* th n*i hnh nh ngi G


6/41

CHcNG + TdNG QUAN *e /N HNG * QUN TR /N HNG

L942 f 4g 1='c GH/nh nghi& trHng

gi/i $HBn n $Z tr/ng b chH !nh nhi)u hNn c'c ki%n th?c -) kinh GH/nh ti%& thV &h't

trin hNn n/ c'c kp nng ti%& cnV &hc - kh'ch hng - ![ r\ng th trng. TrHng

thi km n !\t C= cIng t $Z c* !I hnh kinh GH/nh rPt hiu u thIng u/ -ic thi%t +&

!\t +Fc +Rng b'n hng gA& - gi/H Gch trFc ti%& -i kh'ch hng - un +; b'n hng

trFc ti%&.

()()6 'h*i k pht tri7n n8n ng .t4 n! (5/1 n n! (9392

Thi k n Cn OuPt $Z &h't trin !Bnh ! $:i hi CF gi/ tng - khu%n kh;ch

nhng nhu cLu tiu th $Bi tr c/ ngi G


7/41

+Rng $Ing $H nhng nh $Bi Gin chH nh Cn OuPtV c'c $Bi +l... cang -i CF &h't trin

!Bnh ! n + c'c u/n $i!V kinh nghi! b'n hng $Rc $Uc k%t - tr[ thnh !\t

!In h,c khIng th thi%u trHng c'c trng h,c -) kinh GH/nh. Eg/ c cIng -ic b'n

hng c_ng $Rc &h


8/41

()3)3 >hi ni? @,n trA bn hng

wun tr b'n hng c* th $Rc $nh nghe/ + hHBt $\ng un tr c/ nhng ngi

hHAc thFc CF thu\c +enh -Fc b'n hng hHAc g! nhng ngi trFc ti%& h` trR chH

+Fc +Rng b'n hng. Ta thu\c -H t#ng cIng tV cP& thP& nhPt ! un +; b'nhng c* th c* rPt nhi)u G/nh - kh'c nh/uV b/H g! ngi un +; b'n hng thXH

ngnh hngV ngi un +; b'n hng t#ng unV khu -FcV gi'! C't -in h/ gi'!

C't -in b'n hng.

wun tr b'n hng c* th $Rc $nh nghe/ + hHBt $\ng un tr c/ nhng ngi

hHAc thFc CF thu\c +enh -Fc b'n hng hHAc g! nhng ngi trFc ti%& h` trR chH

+Fc +Rng b'n hng. Ta thu\c -H t#ng cIng tV cP& thP& nhPt ! un +; b'n

hng c* th c* rPt nhi)u G/nh - kh'c nh/uV b/H g! ngi un +; b'n hng thXHngnh hngV ngi un +; b'n hng t#ng unV khu -FcV gi'! C't -in h/ gi'!

C't -in b'n hng.

V Mi4 75 78j < 9 78 4g h561 789 :;1 2'c cIng t ng n/ kinh GH/nh thnh cIng + nh h, c* nhng !c tiu rY rng

trHng cIng t'c un tr b'n hng - nhng chi%n +Rc c th $ $Bt !c tiu $*. xa trHng

!`i +enh -Fc C c* c'c hHBt $\ng un tr b'n hng kh'c nh/u nhng nhn chung n* c* 2

!c tiu hng $%n + cHn ngi - +Ri nhun.

c tiu thFc hin hng $%n cHn ngi $ $Bt $Rc !c tiu chung c/ cIng t

- !c tiu ring c/ b\ &hn b'n hng th cLn &hi c* +Fc +Rng b'n hng h%t C?c

nng $\ngV nhit tnhV c* nng +Fc - tr'ch nhi! -i cIng -ic c_ng nh CF $*ng

g*& gn b* t;ch cFc -H t^ ch?c - hHBt $\ng chung c/ tHn t^ ch?c. @ c* $Rc

$i)u n cIng t &hi c* u' trnh tun Gng nh


9/41

c tiu thFc hin hng $%n +Ri nhun trHng kinh GH/nh !c tiu c/ ngi b'n

hng $Rc th hin Gi GBng GH/nh C=. @ $Bt $Rc !c tiu -) GH/nh C= $Z $)

r/ th bn th


10/41

un tr b'n hng nh !\t thc $H -V thIng u/ n* c* th $'nh gi' $Rc !?c $\ hHBt

$\ng hiu u c/ c'c b\ &hn kh'c.

wun tr b'n hng + !\t hHBt $\ng khIng th thi%u c/ hHBt $\ng Cn OuPt kinh

GH/nh c/ GH/nh nghi&. !c tiu c/ un tr b'n hng hng $%n cHn ngi - +RinhunV n* th=ng nhPt -i !c tiu hHBt $\ng c/ GH/nh nghi&. E%u khIng c* hHBt $\ng

b'n hng h/ un tr b'n hng $ hHBt $\ng b'n hng c* hiu u th GH/nh nghi& C

&hi $=i !At -i tnh hu=ng hng h*/ Cn OuPt r/ nhng khIng $Rc tiu thV Gzn $%n tn

khH u' nhi)u - thu/ +` trHng kinh GH/nh. >h;nh - th% un tr b'n hng nh + !\t

hHBt $Ing ch ch=t giU& GH/nh nghi& $D hng h*/ -) &h;/ kh'ch hng t# $* $! bH

$Lu r/ - $Lu -H chH hHBt $\ng Cn OuPt.

wun tr b'n hng + k%t u c/ u' trnh hHBch $nh chi%n +Rc c/ t^ ch?c.xH/nh nghi& h/ t^ ch?c hHBt $\ng +uIn c* !\t !c tiu - !\t c'ch th?c nhPt $nh $

$Bt $Rc !c tiu $*. c tiu ch;nh trHng hHBt $\ng Cn OuPt kinh GH/nh + b'n $Rc

hng h*/ $%n t/ ngi tiu Gang - thu -) ngun +Ri nhun chH !nh. @ hin thFc h*/

$Rc !c tiu $* GH/nh nghi& cLn &hi c* nhng chi%n +Rc - bc $i $Ung $n -

un tr b'n hng ch;nh + k%t u c/ -ic hHBch $nh c'c chi%n +Rc $*. i tL! nhn

c/ ngi +Znh $BH h, hiu $


11/41

CHcNG J+ NHkNG *lN e L LUN Cc N *e K#NH PH"N PHI

J K2; 1B? 78j < 42m4 11= 4g n12 2Z1 2E

3)()( >hi ni? knh phn phi

Whhi%n +Rc knh &h


12/41

Tng kh nng chH nh Cn OuPt.

Khi C Gng trung gi/n trHng knh &hhP& nhn nhng ri rH +in u/n $%n -ic $i)u

hnh c/ knh &hh?c nng hu cLn

Whung cP& ti ch;nh (~in/ncing" ju $\ng - &hPu trUc knh trc h%t + O'c $nh bdng C= c'c cP& $\ trung gi/n c* !At trHng

knh. \t knh &h


13/41

Knh trFc ti%& (knh cP& 0" KhIng c* trung gi/nV nh Cn OuPt b'n hng th{ng

chH ngi tiu Gang. >* b/ c'ch b'n hng trFc ti%& b'n $%n t#ng nhV b'n tBi c/

hng gii thiu Cn &hD! - b'n thXH th hHAc $in thHBi $At hng.

Knh cP& 1 ch] c* !\t trung gi/n b'n hng trHng th trng hng tiu hng GangV$* + ngi b'n +q. TrHng th trng hng cIng nghi&V $* +uIn + ngi !Ii gii

h/ $Bi Gin b'n hng.

Knh cP& 2 c* h/i trung gi/n !/rkXting. TrHng th trng hng tiu GangV $*

thng + nh b'n C] - b'n +q. TrHng th trng kp ngh th $* + b\ &hn &h


14/41

'n +q + tPt c nhng hHBt $\ng c* +in u/n $%n -ic b'n hng h*/ h/ Gch -

trFc ti%& chH ngi tiu Gang $ h, C Gng chH bn th


15/41

Ehn chungV cBnh tr/nh cng !Bnh th nh Cn OuPt cLn nhng knh c* CF +in k%t chAt

ch.

3):)6 GHc i7 hnh =i ,a khch hng

jnh -i !u/ c/ kh'ch hng thng $Rc th hin [ 4 +HBi C/u Egi tiu Gang !u/ nh th% nH|

u/ khi nH|

u/ [ $Ln nh rdng c'c ch] Gzn n ch] + kh nng c*

thV c* rPt nhi)u trng hR& ngHBi + GH hHn cnh kh'c nh/u.

HNH *I MUA ClU TRC K#NH TcNG NG

>'c kh'ch hng !u/ C= +Rng nh.. Knh Gi.

ic !u/ hng !/ng t;nh thi - c/H.

Tng trung gi/n c/ knh $ thFc hin

ch?c nng tn khHV gi! nhu cLu -) Cn

&hD! +Uc c/H $i! - tng nhu cLu khi

thP& $i!.

Kh'ch hng !u=n !u/ hng tBi nh.JHBi tr# c'c trung gi/n buIn b'n - b'n

+qV GH/nh nghi& b'n trFc ti%&.

Trn th trng tiu GangV -R chng

cang u%t $nh !u/.

Wh


16/41

Gch - t -Pn ch! C*c trHng Cu=t u' trnh b'n hngV trHng b'n hngV - C/u b'n

hng. >'c Cn &hD! c* gi' tr cng thP& th knh cng Gi. Tu nhinV n%u Cn

&hD! gi' tr thP& nhng gi' tr +I hng +n th cLn knh ngn hNn.

@Ac $i! c/ hng h*/ >'c Cn &hD! ch*ng h hng th cng cLn c'c knh ngn$ gi! thiu kh nng h hng c'c Cn &hD! cng k)nhV nAng n) th c_ng cLn

c'c knh ngn $ gi! chi &h; b=c GyV -n chun.

@Ac t;nh kp thut c/ hng h*/ >'c Cn &hD! c* gi' tr c/HV $:i hi !?c $\ h`

trRV ch! C*c kh'ch hng c/HV c'c hng h*/ khIng tiu chuDn c_ng cLn b'n trFc

ti%& $ giU& kh'ch hng +F/ ch,n g*i Cn &hD! chH &ha hR& -i nhu cLu.

3):)0 GHc i7 c%a cc tr,ng gian

>'c Gch - ! trung gi/n c* th cung cP& Eh Cn OuPt C +F/ ch,n c'c trung

gi/n c* kh nng cung cP& c'c Gch - kh'ch hng ! nh Cn OuPt khIng cung

cP& $Rc hHAc cung cP& -i chi &h; c/H.

MF Cn c* c/ c'c trung gi/n ! Cn OuPt cLn >* th tBi !\t th trng nH $*

khIng c* Cn c'c trung gi/n ! nh Cn OuPt !Hng !u=n - nh - b'n hng u/

trung gi/n + kh* kh thi.

>h;nh C'ch kinh GH/nh wu/n $i! - chi%n +Rc c/ nh GH/nh nghi& c* th

khIng th=ng nhPt -i c'c trung gi/n &h'c cN C[ !Bnh &hLn th[ng - kinh nghi! chH &ho& thFc hin

CF +Znh $BH trHng knh. -V c'c cIng t +n c* !?c $\ +inh hHBt c/H hNn trHngtrHng -ic ch,n cPu trUc knh CH -i c'c cIng t nh. ThIng thngV kh nng c/

c'c cIng t +n c* c'c knh GF/ trn &h


17/41

Kh nng ti ch;nh Kh nng ti ch;nh c/ cIng t cng +nV n* cng ;t &h thu\c

-H trung gi/n. @ b'n trFc ti%& chH ngi tiu Gang cu=i cang hHAc ngi C

Gng cIng nghi&V cIng t thng cLn +Fc +Rng b'n hng c/ ch;nh n* - c'c

Gch - h` trR hHAc c/ hng b'n +qV khH hng - c'c kh nng t=t hNn $ tr/ngtri c'c chi &h; c/H chH hHBt $\ng n.

Kinh nghi! un +l Khi !\t cIng t thi%u c'c kh nng un +l cLn ti%t $ thFc

hin c'c cIng -ic &h


18/41

CHcNG V+ PH"N TCH THwC TRNG K#NH PH"N PHI HNG

MA$ MxC TRONG N'C C(A C)NG T$ MA$ *IyT TIN

V Gz 72B5 { 401= 7W ?W *B7 Ts1

6)()( Ach JQ hnh thnhTi)n th

Gin t;ch 1V513!2 -i 65 !' !/ gi/ $nh - khHng 100 cIng nhIng nghi& nhv un +l (n/ + I>Ing Eghi&".

Th'ng 51977 $Rc I>Ing Eghi& cIng nhEET>J@V O; nghi&

$Rc I>Ing Eghi& chP& nh (thXH

giP &ho& C= 102570 ng 08021991".

H ng 24031993V cIng t $Rc I >Ing Eghi& cP& giP &ho& thnh +EET>J@.

Trc n! 1995V cN u/n un +l trFc ti%& cIng t + JE jW ME T

T EjW Kj . xH u cLu c/ c'c GH/nh nghi& - c/ I>Ing Eghi&V

cLn &hi c* !It T^ng >Ing T xt / +! trung gi/n cLu n=i gi/ c'c GH/nh nghi&

-i nh/u - cP& -e !IV ti%& ch;nh &h

u $nh ch?c nngV nhi! -V u)n hBn - cN cPu t^ ch?c c/ \ >Ing nghi&. >n c?

-n bn C= 7599W>W@xE ng 29 th'ng 12 n! 2006 c/ n &h:ng >h;nh &h

-) -ic t^ ch?c +Bi >Ing t / it Ti%n. ot $) ngh c/ T& $Hn xt / it E/!

14


19/41

tBi T trnh C= 28T@xT>J@ ng 09 th'ng 01 n! 2007 - $) 'n thnh +& T^ng

cIng t / it Ti%n. ThXH $) ngh c/ tr[ng T^ ch?c >'n b\ u%t $nh

Thnh +& T^ng cIng t / it Ti%n trn cN C[ t^ ch?c +Bi >Ing t / it Ti%n

thu\c T& $Hn xt / it E/!.Tn ti%ng it T^ng cIng t >^ WhLn / it Ti%n

Tn gi/H Gch u=c t% TTE sET >}sW}sT}E

Tn -i%t tt T> .

6)()3 'hA phRn

T^ng cIng t >^ &hLn / it Ti%nV + GH/nh nghi& thnh cIng nhPt trHng -ic

chi%! +enh th trng n\i $/V nhi)u n! u/V GH/nh nghi& $Z thFc hin chi%n +Rc &h't

trin th trng trHng nc -i !?c tng tr[ng +n 40. >Ing t $Ac bit u/n t

nhi! c/ kh'ch hng $=i -i Cn &hD! >Ing t it Ti%n rPt c/HV u t;n c/ >Ing t

c_ng $Z $Rc kh{ng $nh. jin n/ it Ti%n c* 77 kh'ch hng + xH/nh nghi& trHng

nc - 82 kh'ch hng + t^ ch?c trn u !I 52 u=c gi/ trn th% gii. WhNng ch

c/ it Ti%n hin n/ + t& trung -H th trng n\i $/V u tin kh'ch hng tru)n

th=ng - &h't trin kh'ch hng [ th trng !i.

JK

LM

LJLKC

VM

T29 D21 [U12 1=2ABD 729 78t1= ?UW ?4 72[ [U12 725 1I? JKLV

5/ 9it Ti%n

5/ Eh.

5/ Th.nh >Ing

5/ Th, j:/

5/ 10

Kh'c

Bi(u )* +.1. ,h ph-n danh nghi/p th tr%0ng ma m" n3m 241+2

2 Hip hi may mc Vit Nam

15


20/41

jin cIng t $Z O

c'c Cn &hD! hng !/ !Ac it E/! $%n t/ ngi tiu Gang bnh G

hng c_ng nh hLu b/H c/ h,V it Ti%n $Z &hang -i u' trnh &h't trin !Bnh c/ c'c

GH/nh nh

OV -n hH' gi/H ti%& - gi/ tng u t;n c_ng nh CF thnh $Bt c/ chH GH/nh nh


21/41

th trng 2 thNng hiu thi tr/ng n/! !iV C/ng tr,ng ${ng cP& Gnh ring chH

gii GH/nh nh

hng n/! gii tu^i t# 22 $%n 55. iXttiXn M!/rt >/Cu/+ + thNng hiu nh'nh iXttiXn. ThNng hiu n +

thNng hiu thi tr/ng thIng Gng (c/Cu/+" Gnh chH n/! gii C Gng trHng

!Ii trng th giZn nh +! -icV GBH &h=V !u/ C!V Gu +ch@


22/41

XX C/nG + nhZn hiu Gnh chH thi tr/ng !/ !Ac hng ng chH gii trq (c

n/! - n"V ch %u chH +?/ tuî t# 16 $%n 28 !/ng t;nh c'ch C=ng $\ngV trq

trung -i nhng +HBi Cn &hD! nh uLn X/nCVuLn ChHrtV 'H thunV CN !i

thu u Cc tNi !'tV chPt +iu -i thXH thi tr/ng - $\ b)n Cn &hD!!/ng t;nh trung bnh $ c* !?c gi' -#/ &hiV ngi !u/ c* kh nng th/ $î

kiu nh/nh ch*ng.

ThNng hiu Tu& + thNng hiu thi tr/ng n +ch CFV hin $Bi - tinh t%. @=i

tRng C Gng + n gii tuî t# 24 $%n 40V C Gng trHng !Ii trng cIng C[V

GBH &h=V !u/ C!V GB h\i x:ng Cn &hD! b/H g! $L!V -'V -XCtHnV uLn

'H thi tr/ng c'c +HBi

Wh


23/41

Bi(u )* +.2. 5/ thng knh phn phi "6a 78ng t ma Vi/t ,i9n+

3 XbCitX cIng t / it Ti%nV .-iXttiXn.cH!.-n.

19


24/41

Knh cP& 3 Knh cP& 2 Knh cP& 1 Knh

trFc

ti%&

Bi(u )* +.+. 7#u tr$" knh phn phi "6a 78ng t ma Vi/t ,i9n

>Ing t $Z +F/ ch,n !\t chu`i c'c c/ hng &h

@Bi +l'n buIn

@Bi +l

>/ hng>/ hng >/ hng>hi nh'nh


25/41

>/ hng $\c +& J nhng c/ hng gii thiu Cn &hD! - cung cP& Cn &hD!

trFc ti%& $%n t/ ngi tiu GangV + nhng c/ hng n:ng c=t S&hLn th

t# cIng tV ch/ k ti c'c c/ hngV Ciu th c* b'n hng it Ti%n. @i)u n chH thP rY

!\t $i)u rdng h th=ng $Bi +l c/ it Ti%n -I cang $ C\V - CF cBnh tr/nh ch;nh gi/

c'c $Bi +l trn cang !\t khu -Fc + rPt +n.

ThNng hiu iXttiXnV iXttiXn M!/rtc/Cu/+ $Rc b'n tBi 67 c/ hngV 1.159

$Bi +l.

ThNng hiu M/n Mci/rH - /nh/tt/ c* !At tBi 12 c/ hng - 10 $Bi +l. j/i

G:ng Cn &hD! n $Rc b'n [ c'c thnh &h= j E\iV TW j >h; inhV >LnThNV ng Th'&V M*c TrngV Th'i nh

ThNng hiu it JHng !i $/ r/ th trng nhng $Z c* !At tBi 50 $Bi +l tBi

nhi)u t]nhV thnh &h= trn c nc.

21


26/41

VV P2Z1 742 4;4 Ws5 7E 612 2tu1= vs1 n12 2Z1 2E 4g 401= 7W ?W *B7 Ts1

6)6)( GHc i7 thA tr#*ng

jnh -i th trng

ThXH nghin c?u c/ in/rXCX/rchV !?c chi tiu Gnh chH uLn 'H hng th'ng$?ng [ - tr; th? 3V chi%! 13V9 t^ng c'c khHn chi tiu c' nh

22


27/41

wu !I - !t $\ th trng

jin n/ it E/! c* hNn 90 triu G

j >h; inh nNi t& trung G@/ $i! !u/ hng T + (">/ hng chun b'n uLn 'H 63.6Miu th 13.4>hR 11.4

Trung t

Bng +.1. 5nh vi mua hng "6a kh="h hng

?c $\ thng Oun !u/ uLn 'H t# 1 +Lnth'ng $%n 34 +Lnth'ng chi%! 78V8. MH -i

5 in/rXCX/rchV 2012.B= "= nghin "'u v th>i ?uen tiu d@ng "6a ng%0i Vi/t Aam.

23


28/41

-ic tF !/ uLn 'H chH !nh th ngi tiu Gang -zn c* th*i uXn th;ch tF ch,n - !u/

hNn.

Bi(u )* +.. C'" ) th%0ng Dun mua ?u-n = "6a ng%0i tiu d@ngE

Eh - c* th thP nhu cLu !u/ uLn 'H c/ kh'ch hng ng cng tng - h, c* th*i

uXn thng $%n nhng c/ hng thun tin c* u t;n - chPt +Rng Cn &hD! t=t. >h;nh

- th% cIng t cLn ![ r\ng knh &hh;nh - n! bt $Rc $i)u n ! hin n/ h th=ng$Bi +l c/ it Ti%n $Z hin Gin trn kh& +Znh th^ nc t/ t# c ti E/!.

6)6)6 GHc i7 c%a Jn phK

Kiu G'ng Cn &hD!

Khi thY/ !Zn $Rc nhng nhu cLu bc thP& cHn ngi thng hng $%n nhng

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TI LIyU THAM KH/O

1. \ T Wh'&V 2005. SuTt th%&ng mUi.2. Eg

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