TRNG I HC NGOI THNG

KHOA QUN TR KINH DOANH

MN CHNH SCH THNG MI QUC T

TIU LUN

TI: Vn dng m hnh kim cng ca Michael Porter vo vic t chc hot ng ca hng hng khng Singapore(SIA)Hng dn: GV. V HONG VIT

Lp: CHNH SCH TMA301.1Nhm thc hin: nhm 15

1. Hong Th Vinh

2. Phm Th Thi

3. Dng Cng Thnh

4. inh Khnh Huyn

5. Phm nh Dng

6. Ngc Mai

H Ni, thng 10 nm 2011

LI M U

Ngnh hng khng l lnh vc kinh t vn ti p dng k thut cng ngh cao, hin i vi hot ng mang tnh quc t cao, gn lin vi an ton v an ninh, hot ng ng b trong mt quy trnh cht ch. L ngnh cn c quan tm ln nu nh mt t nc mun pht trin mnh trong tng lai. Trong thi gian qua, ngnh hng khng trn th gii ang phi i mt vi mt cuc khng hong nghim trng do lin tc b thua l nng trong thi gian qua khi chi ph nhin liu, di tc ng ca gi xng du ng mc cao, ngy cng tng. Ngoi ra cnh tranh gay gt gia cc hng hng khng v tai nn my bay lin tip xy ra cng lm cho tnh hnh ti t hn. Tuy nhin ,hng hng khng Singapore Airlines (SIA) v Emirates (thuc tiu vng quc ubai ca Cc tiu Vng quc Arp thng nht - UAE)c nh gi l nhng hng qun l tt nht trong ngnh hng khng. Chnh v vy m h cng l nhng hng hng khng t b nh hng nht trn th gii do "cn bo" khng hong ti chnh ton cu 2008 tc ng Nhm phn tch v nh gi cc chnh sch qun l v cc thnh tu ca hng hng khng Singapore chng em chn ti: vn dng m hnh kim cng ca Michael Porter vo vic t chc hot ng ca hng hng khng Singapore(SIA) vi hy vng c th phn tch cho thy gio v cc bn thy c cc chnh sch hp l ca hng hng khng SIA v ca chnh ph Singapore. Do vn hiu bit cn hn hp nn ni dung cn nhiu sai xt rt mong c cc thy c gio gip chng em c th hon thin bi hn trong cc bi tiu lun sau.

Phn 1: VI NT V M HNH KIM CNG CA MICHAEL PORTERL thuyt v li th cnh tranh quc gia c Micheal Porter a ra vo nhng nm 1990. Mc ch ca l thuyt ny l gii thch ti sao mt s quc gia li c c v tr dn u trong vic sn xut mt s sn phm, hay ni cch khc ti sao li c nhng quc gia c li th cnh tranh v mt s sn phm. L thuyt ny c xy dng da trn c s lp lun rng kh nng cnh tranh ca mt ngnh cng nghip c th hin tp trung kh nng sng to v i mi ca ngnh . iu ny c khi qut cho mt thc th ln hn: mt quc gia. L thuyt ca M.Porter kt hp c cc cch gii thch khc nhau trong cc l thuyt thng mi quc t trc v ng thi a ra mt khi nim kh quan trng l li th cnh tranh quc gia.

Theo l thuyt ny, li th cnh tranh quc gia c th hin s lin kt ca 4 nhm yu t:

Nhm 1: iu kin cc yu t sn xut

Nhm 2: iu kin v cu

Nhm 3: Cc ngnh cng nghip h tr v c lin quan

Nhm 4: mi trng cnh tranh ca ngnh

Mi lin kt ca 4 yu t ny to nn m hnh kim cng. Cc nhm yu t ny tc ng qua li v c mi quan h cht ch vi nhau v hnh thnh nn kh nng cnh tranh ca quc gia. Ngoi ra cn c yu t khc rt quan trng l chnh sch ca Chnh ph. y l yu t c th tc ng n 4 yu t c bn k trn.1. iu kin cc yu t sn xut

Cc yu t sn xut chnh l u vo ca mt qu trnh sn xut. Tm quan trng ca u vo c bn trong vic to ra li th cnh tranh ngy cng gim, ngc li cc u vo cao cp hin ang l nhng u vo quan trng nht gip doanh nghip to ra li th cnh tranh trnh cao. Tuy nhin nhng u vo cao cp ca mt quc gia li c xy dng t cc nhn t u vo c bn. Nh vy, mt quc gia c th duy tr li th cnh tranh da trn u vo khi quc gia c cc u vo cn thit cho cnh tranh trong ngnh c th no l cc u vo cao cp v chuyn ngnh. Vic nh gi nng lc cnh tranh theo yu t u vo c xy dng t 5 nhm u vo, l: ngun nhn lc, ngun ti nguyn thin nhin, ngun tri thc, ngun vn v c s h tng. Mi nhm yu t u vo li bao gm nhng yu t c th hn.2. iu kin cu trong nc

Ba kha cnh ca cu trong nc c nh hng ln ti li th cnh tranh ca Doanh nghip l: bn cht cu, dung lng v m hnh tng trng cu, v c ch lan truyn cu trong nc ra th trng quc t. C ba kha cnh trn c tc tng trng nhanh s kch thch doah nghip p dng cng ngh mi nhanh hn v lm gim lo ngi rng cc k thut mi s lm cho u t hin ti b d tha. Mt khc nhu cu bo ha nhanh chng cng c th to li th cnh tranh cho doanh nghip trong nc, buc cc doanh nghip phi tip tc i mi v ci tin, to ra cc c tnh mi ca sn phm, nng cao hiu qu sn xut, tng cng mc cnh tranh gia cc doanh nghip trong nc, loi b nhng doanh nghip yu nht v s doanh nghip cn li s t hn nhng l nhng doanh nghip mnh hn v tin tin hn.3. Cc ngnh cng nghip h tr v lin quan

Cc ngnh sn xut h tr l nhng ngnh sn xut cung ng u vo cho chui hot ng sn xut, kinh doanh ca doanh nghip. Trong khi , cc ngnh sn xut lin quan l nhng ngnh m doanh nghip c th phi hp hoc chia s cc hot ng thuc chui hot ng sn xut kinh doanh hoc nhng ngnh m sn phm ca chng mang tnh cht b tr vic chia s hot ng, thng din ra cc khu pht trin k thut, sn xut, phn phi, tip th hoc dch v. Li th cnh tranh ca cc ngnh h tr v lin quan s to ra li th tim tng cho cc doanh nghip nh cung cp trong thi gian ngn v vi chi ph thp; duy tr mi quan h hp tc lin tc; cc nh cung ng gip doanh nghip nhn thc v tip cn phng php v c hi mi p dng cng ngh mi. Ngc li, doanh nghip khu sau tc ng, kim chng, gp cc n lc ci tin ca nh cung ng, trao i v nghin cu tm ra cc gii php nhanh hn v hiu qu hn. Hn na, ngnh h tr l cht xc tc chuyn ti thng tin v i mi t doanh nghip ny n doanh nghip khc, y nhanh tc i mi trong nn kinh t.

4. Mi trng cnh tranh ngnhCnh tranh trong nc c tc ng mnh ti qu trnh i mi v thnh cng trn th trng quc t. Nhng khc bit v trnh qun l v k nng t chc nh trnh hc vn v hng ch ca cn b qun l, sc mnh ng c c nhn, cc cng c ra quyt nh, quan h vi khch hng, thi i vi hot ng quc t, quan h gia ngi lao ng v b my qun lto ra li th hoc bt li th cho doanh nghip.

5. Chnh sch qun l ca chnh ph Chnh sch ca chnh ph l yu t tc ng ti c 4 nhm yu t trn to li th cnh tranh. Chnh ph c th tc ng tch cc bng cch a ra nh hng pht trin c ph hp, to mi trng php l v kinh t lnh mnh, iu tit hot ng v phn phi li ch mt cch cng bng, kim tra kim sot cc hot ng kinh t theo ng php lut v ng chnh sch ra to ra c hi gip cc cng ty mi c th c iu kin to ra s bt ng cho php chuyn dch v th ca mnh cng nh cc cng ty c uy tn tip tc nng cao v khng nh v th ca mnh khng nhng trong nc m trn th trng quc t.Phn 2: M HNH CA MICHAEL PORTER TRONG NGNH HNG KHNG CA SINGAPORE

Chng I: iu kin cc yu t sn xut1. Ngun nhn lc

c thnh lp nm 1972 v n nay, Singapore Airlines (SIA) l hng hng khng ln th 2 th gii vi s vn trn th trng 14 t USD. t c nhng thnh tu v v tr ng n nh hin nay, mt phn ln nh vo ban lnh o ht sc nhy bn v linh hot cng nh i ng nhn vin chuyn nghip v c nng lc cao ca SIA. SIA hin s dng tng cng 21.534 nhn vin vo trong c 2.174 phi cng v 6914 phi hnh on.Nhn vin ca nhm c i din bi nm cng on lao ng, c th l Nhn vin Lin minh Singapore Airlines (SIASU), cc Cng ty k thut v gim c iu hnh Lin minh (SEEU), cc sn bay Singapore v Dch v Cng nhn Lin minh (SATSWU), cc b phn vn ti hng khng (AESU) v Hip hi cc phi cng (ALPA S). SIA c mt i ng qun l tr tui nht trong s tt c cc hng hng khng ch yu v qun l tt trn th gii vi tui bnh qun ca ngi qun l l 30 tui. Nm yu t quan trng cu thnh chin lc con ngi ca SIA l: nghim ngt la chn v tuyn dng ngi, pht trin i ng nhn vin mt cch tng th, u t v o to v o to li, xy dng i cung cp dch v hiu sut cao, nng cao nng lc cho tip vin kim sot cht lng. SIA tin hnh mt chng trnh o to ton din v kht khe i vi tt c nhn vin trong hng nhm m bo hnh khch c th c c tri nghim thng hiu Singapore Airlines mt cch y v nht qun nht. Hng cn c mt hc vin o to ring Singapore ni tt c nhn vin ca hng thuc mi trnh u c o to, o to li v thng xuyn c st hch. Vic c nhn ha thng hiu SIA c thc hin bi i ng nhn vin nam v n ca hng. Tuy nhin, cc n tip vin hng khng, thng c nhc n l nhng C gi Singapore i s thng hiu chnh ca SIA. C gi Singapore tr thnh mt tng y n tng v l biu tng thng hiu thnh cng, vi hnh nh c gi mang dng dp thn thoi v ta ngt hng. Hnh tng ny mt ln na khng nh cam kt ca SIA, hng ti dch v bay v cht lng tuyt ho.

2. Ti nguyn thin nhin

Nm trn pha Bc ca ng xch o, gia Malaysia v Indonesia, Singapore l im l tng cho c hi cng v hng khng. Nm gia giao l gia ng v Ty, Singapore cm nhn mnh l trung tm ca kinh doanh v thng mi gia ng v Ty.

Hai su nm sau k t khi c lp vo nm 1965, t nc ny lm cho nhiu ngi kinh ngc v s tin trin kinh t. Thu nhp u ngi ln n 10,450 USD, bng 37% ca Thy s, l iu cc nh hoch nh Singapore a ra trong m hnh kinh t. Singapore khng ch c hi cng ln nht v hin i nht th gii m cn c cng hng khng, xy dng nm 1981 v m rng nm 1990. Thm vo s ni ting l h thng vin thng hin i, cc ng cao tc thit k k lng v h thng tu in ngm MRT. u t nhiu vo gio dc to ra mt lc lng lao ng c tay ngh cao. Nm 1991, Singapore l mt trong nhng cng ng v sa cha tu ln nht th gii v ng th 3 v th gii v lc v phn phi du v tr thnh trung tm ti chnh v ngn hng quan trng ca th gii.

Vi nhng li th trn, SIA tn dng v t c nhng thnh tu vt bc vi nhiu tuyn bay quc t ng di, l mt trong nhng cng hng khng ln nht th gii, em li li nhun khng l t vn chuyn hnh khch v hng ha.

3. Ngun vn

Mc d Singapore Airlines l cng ty thuc nh nc vi 54,5% c phn thuc v Chnh ph, nhng vai tr ca chnh ph trong vic thit lp cc chnh sch v qun l l rt nh. Cc nh qun tr c thng bo l khng nn trng ch bt k khon vin tr hoc u i no t nh nc. iu thc y SIA khng ngng i mi, sng to v linh hot trong cc hot ng u t. SIA a dng ha vo ngnh cng nghip v cc ngnh lin quan,bao gm c xl mt t, cho thu my bay, k thut hng khng, phc v khng kh,v cchot ng du lch. Cc cng ty ln Singapore Airlines bao gm:

Cng tyLoiCh yu hot ngThnh lp tiC phn Vn ch s hu ca Tp on(31 thng ba 2010)

Cng c phn quc t i tu Lin doanhMy bay sa cha lnSingapore41%

Cng tyTNHH K thut SIA Cng ty conK thutSingapore81,9%

Cng ty TNHH SilkAirCng ty conHng hng khngSingapore100%

Hng khngCng ty conHng hng khngSingapore100%

Singapore Aero Engine Private LimitedLin doanhCng c sa cha lnSingapore41%

Singapore Airlines CargoPrivate LimitedCng ty conVn ti hng ha hng khngSingapore100%

Singapore CollegePrivate LimitedCng ty conTrng dy baySingapore100%

Kt qu ti chnh v s phn b li nhun vo ngun vn ca SIA t nm 1999 ti nm 2010 c th hin qua bng sau:Nm kt thcDoanh thu(S $ m)Chi(S $ m)Li nhun hot ng(S $ m)Li nhun trcthu (m S $)Li nhun phn b vo ngun vn ch s hu ($ m)EPSsau thu

31 thng 3 nm 19997,795.96,941.5854,41,116.81,033.280,6

31 Thng Ba 200915,996.315,092.7903,61,198.61,061.589,1

31 Thng 3 200310,515.09,797.9717,1976,81,064.887,4

31 thng ba nm 20009,018.87,850.01,168.81,463.91,163.891,4

31 Thng Ba 200613,341.112,127.81,213.31,662.11,240.7101,3

Ngy 31 thng 3 200512,012.910,657.41,355.51,829.41,389.3113,9

Ngy 31 thng 3 20019,951.38,604.61,346.71,904.71,549.3126,5

31 Thng Ba 200815,972.513,848.02,124.52,547.22,049.4166,1

31 Thng Ba, 200714,494.413,180.01,314.42,284.62,128.8170,8

31 thng 3 nm 201012,707.312,644.163,2285,5215,818,0

31 Thng Ba , 20029,382.88,458.2924,6925,6631,751,9

31 Thng 3 20049,761.99,081.5680,4820,9849,369,7

4. C s h tng

SIA lun ch trng ti vic u t v pht trin c s h tng mt cch hin i nht. Sn bay Changi l mt trong nhng sn bay hin i nht th gii, l mt trong nhng d n pht trin ln nht trong lch s ca Singapore. K t khi khai trng vo nm 1981, sn bay li du n trong ngnh cng nghip hng khng nh mt im chun cho dch v xut sc, ginh chin thng hn 360 gii thng k tnm 1981 gm 27 gii thng ch tnh ring trong nm 2009.Nhng n lc ca sn bay Changi bao gm nng cp nh k vt l vo thit b u cui hin ti ca mnh, xy dng c s mi v cung cp mt mc cao ca dch v khch hng. V mt cng ngh, Singapore Airlines vn duy tr i bay tr nht trong s tt

c cc hng hng khng ln, m bo chnh sch nghim ngt v vic thay th my bay c vi nhng m hnh mi v tt hn. Singapore Airlines lun i u trong vic s dng nhng loi my bay hin i nh my bay phn lc Boeing 747, Boeing 777 v nm 2006, hng l khch hng u tin s dng Airbus A380 my bay ch khch ln nht th gii. Ngay c nhng chic my bay cng c t thng hiu, v d nh 747 Megatop v 777 Jubilee, nhm phn bit r rng hn gia Singapore Airlines vi cc thng hiu cnh tranh. Singapore Airlines l hng hng khng thng mi u tin s dng Airbus A380. Chin lc ng sau chng trnh cng ngh tht r rng mc tiu l gia tng hiu qu chi ph khi s dng nhng chic my bay ti tn nht. V d, vic khai trng dch v bay thng ti Los Angeles v New York nm 2004 thu ht s ch ln ca gii truyn thng ton cu, ng thi gi vng li ha i mi thng hiu. Hng s dng loi my bay thng mi ch khch di nht th gii, bay thng t Singapore ti New York, trong hn 18,5 gi. Loi my bay c bit dnh cho nhng chuyn hnh trnh di nh vy ( Airbus 340 - 500 ) gn lin vi tn tui thng hiu ban lnh o ca hng, cng khng nh li ha thng hiu m hng ra. Hm i SIA bao gm cc my bay sau (thng 10 nm 2011):

Hm i Singapore Airlines My bayTng sn t hngTy chnHnh khchGhi ch

RPJYTng s

Airbus A330-3001915---30255285

Airbus A340-5005----100-100

Airbus A350-900-2020TBA

Airbus A380-800145612-60399471B tr ch ngi mi c gii thiu trong thng 6 nm 2011

12-86311409

Boeing 747-4003---1250313375Tt c c ngng hot ng vo nm 2012

Boeing 777-20026----38228266Tt c Singapore Airlines Boeing 777-200 lot l Boeing 777-200ER c ng c derated.

-1242234288

--30293323

Boeing 777-200ER9----30255285

Boeing 777-30012---8502262844 c tr li cho cng ty cho thu tham giaTransaero

-1849265332

Boeing 777-300ER198--842228278

Boeing 787-9-2020TBA

Chng II: iu kin cu trong nc1. S cu thnh cu ni a

tm hiu v s cu thnh cu ni a ca SIA, cn tm hiu vic phn khc th trng mt chin lc quan trng ca SIA.

Phn khc th trng l nhm cc khch hng v m t mt cch c lin quan m bo rng cc sn phm hoc dch v l nhm vo ng i tng khch hng.Mc tiu ca vic phn khc th trng l gip xc nh chin lc tip th v mc tiu tip th thc t bng cch tm hiu xu hng v hnh vi ca khch hng.Mt khi th trng c phn on, SIA c th theo ui tt c hoc mt s cc mc tiu vi mt li xut khc nhau thng qua tip th ph hp to ra v duy tr gi tr cho cc th trng mc tiu

Cn c phn khc vi Singapore Airlines: a l: khch hng ca SIA n t mi nc trn th gii vi s thch nhu cu hay hnh vi khc nhau v cc hng hng khng lun n lc khai thc iu ny bng cch cung cp cc dch v bay n cc thnh ph ln.SIA cung cp cc tuyn bay n 65 im n ti35quc gia trn 5 chu lc.S hin din mnh m ca SIA trong khu vc ng Nam , vi SilkAir cng ty con ca n, kt ni Singapore vi nhiu im n quc t trong khu vc.Cc hng hng khng cng c thnh lp v nm bt cc th trng ln trong tuyn ng Kangaroo, bay vn ti quc t vo v ra khi nccv t nm 2005 l cc chuyn bay thng xuyn gia Bangkok vTokyo.SIA c th phn khc a l trong mt n lc t c th phn m rng Lin minh cc tuyn ng t c n Hoa K, bng chng l vic xut trung tm ca mnh Bc M thng quaVancouver. i tng khch hng: phn chia trn c s cc c im khch hng thc t nh tui tc, gii tnh, thu nhp. SIA c th xy dng iu ny bng cch s dng nhiu phng php tip cn t c mt h s c nhn ca ngi tiu dng hon chnh hn. Tm l: n lc nm bt nhng g nh hng n hnh vi ca khch hng, chng hn nh cc gi tr, tnh cch, thi v kht vng li sng ca mi ngi.V d, SIA cung cp cc loi khoang khc nhau(hng sang,hng bnh dn) p ng cc nhu cu v mong mun ca ngi dn.SIA s dng th thnh vin cung cp tnh trng u i cho ngi tiu dng.Ngoi ra, cc hng hng khng gi r thu ht mt s lng khch hng c nhu cu n gin l n c im n ca h m khng c thm chi ph ph no.SIA c v tr l mt phn ca th trng mc tiu ny vi c phn ca h trong cc tu sn bay, Tiger Airways. Hnh Vi: l phn on th trng da trn cc vn quan st c trn hnh vi ca ngi tiu dng khi tiu th sn phm.c im bao gm cc tn s ca ngi mua sn sng tiu th v cam kt ca h.Nhng khch hng thng xuyn c th thu c li ch t chng trnh khch hng thng xuyn ca SIA (KrisFlyer v Cu lc b PPS) i li lng trung thnh ca ngi tiu dng vi SIA.

T nhng c im trn v theo thc t chin lc ca SIA, SIA phn chia th trng ni a thnh 2 nhm sau y

a.Phn khc hng khng cht lng caoi tng ch yu ca nhm ny hng ti nhng khch hng l tng lp trung thng lu trong v ngoi nc. i vi nhm khch hng ny, SIA lun p ng c nhng nhu cu kht khe v cu ton ca khch hng. hnh khch c x l thc phm tuyt vi, phc v vi rt nhiu n ci, khn mv s ch n chi tit.Trong thc t, SIA i tin phong trong tt c cc "kiu cch" c cc hng hng khng khc ca ng Nam hc hi. Bn cnh , vi nhm khch hng cht lng cao ny tt c cc dch v ca SIA u t c ng cp quc t. SIA l hng hng khng u tin trn th gii phc v cc loi nc ung c cn nh ru vang, coctail m khng c chi ph ph thm nob. Phn khc khng khng gi ri tng ch yu ca nhm khch hng ny l nhng khch hng bnh dn v mc tiu ca SIA khi hng n i tng khch hng ny l cnh tranh vi cc hng hng khng gi r. Nhm khch hng ny khng yu cu qu kht khe trong vic cung ng dch v. Gi v ca h cng r hn ch bng 8,5% so vi gi v dnh cho khch hng hng nht2. D on, n u v nng cao li th cnh tranhT nhiu nm nay, cc hng hng khng Singapore Airlines (SIA), Malaysia Airlines (MAS), Thai Airways International (TAI) v Cathay Pacific (CP) l nhng nh vn ti hng khng chnh ti khu vc ng Nam ni ring v chu ni chung v cuc cnh tranh gia cc hng ny ch l cht lng dch v m thi. Bn cnh , cng khng th khng ni n s thch thc t cc hng hng khng trn th gii. C th, l British Airways, United Airlines, Air France vi nhng chin lc m rng v bnh trng nhm thay i th phn quc t. Nhng gn y trn th trng xut hin thm cc hng hng khng gi r theo hnh thc kinh doanh ca Southwest Airlines/Ryanair. Cc hng hng khng ny c m hnh qun l gn nh nn cung cp dch v vi gi r mt cch tng i. Li nhun v th phn ca cc hng ny tng mt cch ng k v thu ht c mt s lng ln khch hng trung thnh. S tn ti ca nhiu hng hng khng truyn thng v s xut hin ca cc hng hng khng gi r dn ti tnh trng bo ha sm, cung ln hn cu. iu ny l mt thch thc ln vi cc hng hng khng truyn thng ni chung v SIA ni ring.

Trn thc t, SIA cng c nhng chin lc ring i ph vi tnh trng ny. Singapore Airlines (SIA) vn quyt tm duy tr hnh thi hng khng truyn thng, gi vng uy tn thng hiu da trn cht lng dch v mang ng cp quc t. Vn ho phc v khch hng gn cht trong chin lc kinh doanh ca hng. Tin s Cheong ni rng Dch v l nn tng. Mt khi gi v, loi my bay, tn sut bay, v tin cy nh nhau (thng chiu theo nhng hng dn ca IATA) th hnh khch hng ng mt cch nng nhit i vi dch v bay c cht lng cao v c nhn ha. V vy, iu cn thit l phi thng xuyn kho st nm bt v on trc nhu cu khch hng. V r rng hin ti, SIA ang thc hin rt tt iu ny.

C th k n 1 s phng php ca SIA nh sau:

- i mi trong chuyn bay: SIA ngay t u i tin phong trong vic cung cp dch v v to ra s thoi mi trong chuyn bay. SIA a vo s dng gh ng, tc loi ging hng nht trn nhng chuyn bay di. cao ca gh, t32-33 inch, ln hn vi inch so vi i th cnh tranh khi a vo s dng. S lng nhn vin cabin trn cc chuyn bay ca SIA cng ng hn cc chuyn bay ca hu ht cc i th, cho php nhn vin i bay c th ch nhiu hn n tng c nhn hnh khch. Hn na, SIA cm thy rng iu quan trng v mt tm l i vi hnh khch l h c th chn loi dch v m h mong mun. Trit l ny dn n vic cung cp cho hnh khch nhiu s la chn khc nhau, nh loi c ph gi v hng nht cng nh la chn ba n hng thng. y l iu him thy cc hng vn chuyn quc t ln khi a vo s dng ln u tin. Vic xem video c nhn ca hnh khch hng nht cng c xem xt.

-Phng php dch v trn gi: SIA b m nh bi iu m Michael Tan ni n, l Phng php Dch v Trn gi. Phng php ny i xa hn vic chm lo cho hnh khch trn cc chuyn bay. iu ny c ngha l cho hnh khch i trn mt trong nhng my bay mi nht trn th gii cng nhng tin nghi i km, c an ton cao, v kh nng bay ng di hn v lin tc.

Ngoi ra, c su thng, hng li t chc hp nh gi tnh hnh kinh doanh, sc cnh tranh, li nhun v mc phc v khch hng. SIA rt ch ti t l kin khen/ch thu thp trn slng 10.000 hnh khch. Mt phng php o lng khc l ch s hi lng ca khch hng xy dng da trn 98 thng s phc v chnh, c bit ch trng s liu vn chuyn thc t v quc tch ca hnh khch.

Chnh nhng iu ny gip SIA duy tr c v th ca mnh trc s tn cng mnh m ca cc hng hng khng gi r.

3. Quy m th trng trong nc

Ta s phn tch quy m th trng trong nc ca SIA trn 2 yu t:a. c im a l ca t nc

-V tr: Singapore nm pha nam ng Nam , pha nh nhn ca bn o Malaysia c hnh dng kim cng c bao quanh bi nhiu o nh khc nhau, nm trn pha bc ca ng xch o gia Indonesia v Malaysia, l im l tng cho s pht trin ca hi cng v c bit l hng khng.

-Din tch: 692,7 km2, ch tng ng vi huyn Cn Gi ca thnh ph H Ch Minh, Vit Nam

-Dn s: gn 5 triu ngi, c cu dn s gi

T nhng c im trn, c th thy v tr a l gip Singapore c nhng li th nht nh trong vic pht trin ngnh hng khng. Tuy nhin, din tch nh vi dn s khng ln li gy ra nhng bt li nht nh m c th l dung tch ca th trng nh,quy m th trng ni a khng cao.b. Nhu cu hg khng trong v ngoi nc-Nhu cu trong nc: nhu cu hng khng ni a ca Singapore khng cao. Ngi dn di chuyn ch yu bng cc phng tin vn ti cng cng nh xe but, taxi, ng st. Theo thng k, khong 52,4% ngi dn Singapore i lm bng cch s dng cc phng tin giao thng cng cng. Tuy nhin, cng vi s pht trin kinh t th nhu cu hng khng ni a ca Singapore cng ang c xu hng gia tng

-Nhu cu quc t: tri vi nhu cu ni a, nhu cu hng khng quc t ca Singapore kh cao. Singapore c nhiu danh lam thng cnh, kh hu mt m c s giao thng vn ti tt nn l a im a thch ca cc khch du lch trn th gii. Theo thng k, Singapore thu ht gn 12 triu lt khch du lch v phn ng s khch ny n bng ng hng khng, gn 76%. Bn cnh , Singapore l t nc c nn kinh t pht trin, l mt trong bn con rng chu . V th, mt lng ln khch hng l cc doanh nhn, nh u t hay ni cch khc l vi mc ch kinh t. Nhm khch hng ny a chung hnh thc hng khng cht lng cao gm nhng dch v mang ng cp quc t.

T s phn tch 2 yu t trn, c th rt ra c rng tuy dung tch th trng ni a khng cao nhng vi nhu cu quc t rt cao v xu hng tng nhu cu hng khng trong nc th quy m th trng ca SIA l kh cao. Tuy nhin iu cn lu l SIA cng gp phi s cnh tranh t rt nhiu hng hng khng a phng nh Tiger Airways v c cc hng hng khng trn th gii nh Thai Airways, Malaysia Airways.Chng III: Ngnh cng nghip h tr v c lin quan1. Cc ngnh cng nghip h trCng nghip h tr (supplier industry) l khi nim ch ton b nhng sn phm cng nghip c vai tr h tr cho vic sn xut cc thnh phm chnh. C th l nhng linh kin, ph liu, ph tng, sn phm bao b, nguyn liu sn, nhum, v.v., v cng c th bao gm c nhng sn phm trung gian, nhng nguyn liu s ch. Nu k cc sn phm tng t th phm vi s rt rng nhng nu thm mt c tnh na s thy phm vi r rng hn: Sn phm cng nghip ph tr thng c sn xut vi quy m nh, thc hin bi cc doanh nghip nh v va. Sn xut linh kin v vt liu chnh l cha kha gip Vit Nam hi nhp su vo chui gi tr ton cu, pht huy tnh sng to, hc hi cng ngh cao, pht trin bn vng. l nhng vai tr quan trng ca cng nghip h tr c cc v khch mi chia s ti bn trn trc tuyn vi VEF.VN.Trong lnh vc c kh v nh hnh: cc ngnh cng nghip h tr Cung cp cc sn phm cht lng, cc dch v gia cng chnh xc hng u trn th gii, Trong lnh vc in t hng khng: Thit k v xy dng cc h thng pht hin, h thng radar, h thng o lng in t trn my bay,

2.cc ngnh cng nghip lin quana. Du lchDu lch Singapore l mt trong nhng ngnh quan trng ca kinh t Singapore. Du lch Singapore pht trin nh vo yu t da dng vn ha do Singapore l ni sinh sng ca cc cng ng dn c ngi Hoa, ngi M Lai, ngi n v ngi Rp. Ngnh du lch quc gia ny cng pht trin da vo mi trng xanh v sch. Trong nm 2006, s lng khch du lch n thm Singapore t mt s k lc 9.700.000 lt so vi 8.900.000 lt trong nm 2005. Ngnh du lch o quc ny t mc doanh thu 12,4 t la Singapore so vi mc doanh thu 10,8 t la Singapore nm 2005. S ngy lu tr trung bnh t 4,2 ngy vo nm 2006. Khch du lch ch yu n t Indonesia vi hn 1.800.000 lt du khch trong nm 2006, tip theo l Trung Quc vi 1,0 triu, khch du lch Malaysia vi 996.000 lt.

Trong nm 2007, quc gia ny thu ht c 10.300.000 lt khch.

Theo k hoch, n nm 2015, o quc ny s thu ht c 17 triu lt khch, doanh thu 30 t la Singapore.

Nm yu t to thnh cng cho du lch Singapore bt ngun t nm ch A trong ting Anh l: im thng cnh (Attractions), phng tin giao thng (Accessibility), c s tin nghi (Amenities), cc dch v h tr (Ancillary services) v s iu chnh ph hp v chnh sch (Adjustment).b.Cc ngnh vn ti khcBn cnh ngnh du lch, cc ngnh giao thng vn ti khc cng h tr cho hng hng khng Singapore rt nhiu, n h tr cc hng hng khng nng cao hiu qu vn chuyn c hnh khch v hng ha. V d:i v n sn bay quc t Changi: Sn bay Changi ca Singapore nm pha Ty thnh ph, cch trung tm 20 km. y l mt trong nhng sn bay p nht th gii, c coi nh l mt thng cnh ca Singgapore v l ni m khch bay lun sn sng n trc 2 ting trc gi check-in. Lu rng, citytour min ph cho khch transit v stop-over sn bay Changi.Cc phng tin i v n sn bay:

MRT:Tu in ngm ko di ti sn bay Changi c hon thnh thng hai nm 2002. y l mt phng tin cc k thun tn v kinh t bn i vo thnh ph, thi gian khong 5h30' vi gi SGD2.

Taxi: Phng tin nhanh nht v thun tin nht i li gia trung tm thnh ph v sn bay chnh l taxi. Mt chuyn i vo thnh ph gi khong t SGD16-24, tuy nhin cn tu thuc vo im m bn n na. Ngoi ra dch v MaxiCab cng ch khch t sn bay n hu ht cc khch sn. Dch v ny c na ting c xe mt ln cho n khi y khch. Bus: Bus cng cng s 36 khi hnh t sn bay c 10 pht mt chuyn t 06h00 n 23h55, dng ti Stamford Rd v Orchard Rd trong trung tm thnh ph. Gi v ch SGD2. Lu rng bus s 36M chy vo th su, th by v bui ti t 24h00 4h00 vi gi SGD3. Xe bus ca sn bay Air Shuttle c chuyn ch khch n hu ht nhng khch sn ln. C 20 pht c mt tuyn, chy t 06h00 24h00, gi SGD7.

Chng IV: Mi trng cnh tranh ngnh T nhiu nm nay, cc hng hng khng Singapore Airlines (SIA), Malaysia Airlines (MAS), Thai Airways International (TAI) v Cathay Pacific (CP) l nhng nh vn ti hng khng chnh ti khu vc ng Nam v cuc cnh tranh gia cc hng ny ch l cht lng dch v m thi. Nhng gn y trn th trng xut hin thm cc hng hng khng gi r theo hnh thc kinh doanh ca Southwest Airlines/Ryanair. Liu hnh khch s tip tc s dng dch v ca cc hng hng khng ln hay h s chuyn sang cc hng hng khng gi v r tit kim tin bc? Singapore Airlines (SIA) vn quyt tm duy tr hnh thi hng khng truyn thng, gi vng uy tn thng hiu da trn cht lng dch v. Ra i nm 1972 trn mt t nc nh b, ngay t u chin lc ca SIA l m bo cht lng phc v t ng cp quc t. Vn ho phc v khch hng gn cht trong chin lc kinh doanh ca hng. Ngay t khi tuyn nhn vin, hng t chc 3 vng phng vn v mt bui tic tr cc nh qun l c th nh gi c kh nng giao tip x hi v s t tin ca ngi d tuyn. Sau l chng trnh hun luyn ko di bn thng kt hp gia hc tp v thc hnh. Thm ch, hc vin cn c dy cch git ng phc sao cho sch. Mi nm, SIA chi 50 triu la Australia cho chng trnh hun luyn nhn vin ko di hn 17 ngy. Thm ch, c 6 thng, hng li tin hnh kim tra rng ming cho tt c cc tip vin ca mnh. Hng xy dng c mt i ng nhn vin thng nht mc d h n t hn 25 nc khc nhau trn ton th gii. SIA xut bn rt nhiu bn tin ni b ng ti nhng nhn xt tch cc v tiu cc t hnh khch. C su thng, hng li t chc hp nh gi tnh hnh kinh doanh, sc cnh tranh, li nhun v mc phc v khch hng. SIA khng ngng nng cao cht lng phc v ca mnh. Hnh khch hng nht v hng thng gia c th t n theo yu cu. y cng l hng hng khng u tin trang b tai nghe nhc, ru vang Php v n t chn cho hnh khch hng kinh t. iu quan trng nht l SIA rt ch ti t l kin khen/ch thu thp trn s lng 10.000 hnh khch. Mt phng php o lng khc l ch s hi lng ca khch hng xy dng da trn 98 thng s phc v chnh, c bit ch trng s liu vn chuyn thc t v quc tch ca hnh khch. Kt qu, SIA c s lng hnh khch ng hn so vi cc hng khc mc d gi v cao hn bnh thng v c mc li nhun ln. Tuy nhin, cc hng hng khng gi v r ang l i th cnh tranh ng gm trong ngnh hng khng ng Nam . SIA bt u chng trnh gim gi sau khi hng hng khng Thai Airline gim gi. Hng hng khng Jetstar ca Quantas cng phi gim gi theo. Cc hng hng khng truyn thng ang thc hin chin lc nu khng nh bi c i th th phi tham gia chin lc ca h. Cuc chin khc lit gia hai hnh thi vn ti hng khng ti ng Nam bt u. Liu SIA c tip tc duy tr c cht lng phc v ng khm phc ca mnh v thu c li nhun hay khng? Hng hng khng gi v r no s b sp u tin? y l cuc u ng tm theo di. Nhng th trng Chu ln v doanh thu ca c cc hng hng khng lu i v mi thnh lp u tng nhanh chng nn s khng c thay i ln trn th trng. Chng V. Chnh sch qun l ca chnh ph

Trong s thnh cng ng n ca hng hng khng Singapore Airlines, khng th khng k n nhng chnh sch, nhng s h tr quan trng t chnh ph Singapore. Tuy c vn u t phn ln t chnh ph, nhng chnh ph Singapore li khng can thip nhiu vo qu trnh qun l ca hng hng khng ny. S nh hng ca chnh ph Singapore ln s thnh cng ca Singapore Airlines th hin nhiu phng din khc hn l phng din qun l, v nhng nh hng l rt ln. N th hin 4 phng din sau:

+Yu t u vo+Yu t cu+Cc ngnh h tr

+Chin lc, c cu, mi trng cnh tranh.1. Tc ng ln yu t u vo.

S tc ng ca chnh ph Singapore ln cc yu t u vo th hin s tc ng ln ngun nhn lc, s thu ht u t v s pht trin c s h tng.Tc ng ca chnh ph ln ngun nhn lc ca Singapore Airlines th hin nhng chnh sch quan tm c bit ti o to, tuyn dng v thu ht nhn ti. L mt quc gia nh b, vi mt lng dn s t i, thm ch lun phi i mt vi nguy c suy gim dn s, chnh ph Singapore t nhn thy ngun nhn ti trong nc l c hn v c rt nhiu chnh sch nhm thu ht nhn ti c a ra t rt sm.V d nh: Singapore c quy nh r rng, lng ca lao ng bnh thng Singapore ch khong 2.000 USD/thng hoc cao hn cht t. Cn vi lao ng nc ngoi c k nng, tay ngh, ngoi vic c hng lng theo mc ca cc nhn ti, h cn c php a ngi thn sang sng cng. H c cp giy php nh c v nhp tch lu di ti Singpapre ch trong... vi ngy. y l tc nhp tch nhanh chng mt m bt c ngi nhp c no cng thm mun. i lin vi , Singapore cng hn ch lao ng nc ngoi khng c tay ngh bng vic chi tr thu nhp thp, khng c php a ngi thn sang sng cng. Nhng chi ph khc cho dch x x hi ca h cng cao hn ngi bnh thng. Hay nh lng du hc sinh Singapore l rt ln nhng khi h n hc tp ti Singapore, h c vay tin chi tr cho nhng chi ph cn thit v sinh hot v hc tp. Sau khi tt nghip vi kt qu hc tp cao, nhng c nhn "ngoi" ny phi cam kt lm vic cho mt cng ty no ca Singapore t nht l 3 nm tr n. V cn rt nhiu nhng chnh sch c th khc m chnh ph Singapore a ra. Khng nh nhiu nc khc cng c ch trng o to, tuyn dng, thu ht nhn ti, Singapore c nhng hnh ng c th, nhng quy nh r rng v chnh nhng quy nh c th v hnh ng r rng ny th hin hiu qu ca n. Singapore Airlines c mt c hi rt ln tuyn chn mt i ng nhn vin chuyn nghip, ti nng vi nhng chnh sch ch trng nhn ti ca chnh ph.

Tc ng ca chnh ph ln vic thu ht vn u t ca Singapore Airlines th hin nhng chnh sch hp l thu ht vn u t nc ngoi ca chnh ph. Singapore Airlines l mt hng hng khng ln v tim nng hng u trn th gii, khng c g l l nu ni y li thu ht nhiu ngun vn u t t nhiu ni khc nhau. Tuy nhin, vic thu ht vn u t t c thun li nh vy th khng th khng k n cc chnh sch h tr nh u t, nhng chnh sch ci thin mi trng u t, s m ca thng thong cho u t t bn ngoi ca chnh ph Singapore. Nhng chinh sch ny thc s cho thy hiu qu ca n. T l ca u t trc tip nc ngoi (FDI) so vi GDP ca Singapore tng t 5,3% nm 1965 ln 98,4% nm 1998, t mc cao nht khu vc ng Nam , v t cho n nay, Singapore lun ng top u v thu ht vn u t nc ngoi trong khu vc ASEAN.Sn bay Changi ca Singapore Airlines l mt trong nhng sn bay tt nht th gii khng phi l iu qu ngc nhin trc s ch trng xy dng c s h tng ca chnh ph. Chnh ph Singapore thc s rt quan tm ti xy dng c s h tng khi cng xut pht im nh Vit Nam, cng l mt nc thuc a, nhng cha y 50 k t ngy gii phng, Singapore c mt h thng giao thng hin i, bn cng, sn bay, h thng thot nc thi, h thng in c tp trung u t mnhCc c s h tng y khng ch hin i m cn rt ch trng n v p v s gn gi vi thin nhin, khng ch c phc v cc hot ng kinh t nh cng nghip, dch v m cn l mt a im du lch ni ting trong khu vc v trn th gii.

Vi nhng s ch trng n u t, ch trng n o to, tuyn dng v thu ht nhn ti, ch trng n thu ht vn u t nc ngoi ca chnh ph, Singapore Airlines c nhng thun li rt ln cc yu t u vo so vi nhiu hng hng khng khc. Tuy nhin, khng ch c vy, s nh hng ca chnh ph ti hng hng khng ny cn th hin nhng phng din khc.2. Tc ng ln yu t cu.

Tc ng ca chnh ph vi yu t cu ca Singapore Airlines th hin lng khch du lch v lng thng nhn ti y giao dch hng nm.Nh ni trn, khi xy dng c s h tng, chnh ph Singapore rt ch trng n v p v c bit s gn kt vi thin nhin, mi trng. iu gip Singapore tr thnh mt a im du lch ni ting trong khu vc v trn th gii. Nh trong nm 2010, ch ring mt khu du lch Resort World Sentosa Singapore n ti 15 triu lt khch, gp hn 3 ln lng du khch quc t n Vit Nam trong cng k. Chnh hng i ng n ny ca chnh ph Singapore khng ch to nn mt mi trng sng tt cho ngi dn m cn to ra mt ngun thu khng nh cho cc hng hng khng nh Singapore Airlines.Chnh ph Singapore cng ch trng pht trin ni y thnh mt trung tm kinh t, ti chnh, thng mi hng u trong khu vc v trn th gii. Cho d ch l ngoi ng nhng vic Singapore l mt trung tm kinh t, ti chnh, thng mi ln cng thu ht mt lng khng nh doanh nhn ti y giao dch hng nm, cng nh mt lng khng nh hng ha c giao dch hng nm qua v ti y. chnh l mt lng cu rt tim nng cho cc hng hng khng ti y.

Nh vy c th thy, Singapore Airlines nhn c mt lng cu rt ln nh s ch trng pht trin Singapore thnh mt trung tm kinh t, trung tm du lch ca chnh ph nc ny.

3. Tc ng ln cc ngnh h tr.

S tc ng ca chnh ph Singapore ln Singapore Airlines phng din ny th hin s kin to v pht trin mnh m h thng cc ngnh cng nghip h tr nh c kh, lp rp, nh hnh hay thng tin lin lc...Cc ngnh h tr i vi bt k lnh vc no cng v cng quan trng, ta nh ngi khng l cn c i chn vng chc ng vng v di chuyn. Nu i chn qu nh th ngi khng l s ng. Ngnh hng khng Singapore ni chung v Singapore Airlines ni ring c nhng bc pht trin rt nhanh chng v vt bc, tuy nhin, nu khng c s pht trin cng vi ca cc ngnh nh c kh, nh hnh, hay thng tin lin lc th ngnh hng khng Singapore khng th pht trin nh vy c. S pht trin ca nhng ngnh ny lun gn kt v i i vi nhau, s pht trin ca ngnh ny l ng lc cho ngnh kia v ngc li. Chnh ph Singapore rt ng n khi c s pht trin ng b ngnh hng khng v cc ngnh cng nghip h tr ca n.4. Tc ng n chin lc, mi trng cnh tranh.Tc ng ca chnh ph n chin lc pht trin v mi trng cnh tranh ca Singapore Airlines ch yu thng qua cc hip inh t do song phng v a phng m Singapore k kt vi cc nc khc.

Khi hai nc khng c nhng mi quan h song phng hay a phng th s giao lu ni chung v s pht trin ngnh hng khng gia hai nc ni ring cng b hn ch. Cc hip nh song phng v a phng ca chnh ph Singapore vi cc nc nh l tin cho s m rng th trng bay ca ngnh hng khng Singapore. Singapore Airlines c im n hn 66 ni ca hn 35 nc trn th gii mt phn khng nh da cc hip nh song phng v a phng c thit lp ca chnh ph nc ny.Bn cnh , cc hip nh song phng v a phng ny kch thch t do thng mi, trao i, bun bn hng hagia Singapore v cc nc khc. l mt ng lc khng nh cho s pht trin ca ngnh hng khng y.

PHN III: TNG KTChnh ph Singapore mc d chim a s vn trong Singapore Airlines nhng li khng thc s nh hng nhiu n s hot ng ca hng. Nhng nh hng ca chnh ph Singapore ln Singapore Airlines khng thc s trc tip v ring l m l s nh hng n ton b ngnh hng khng nc ny. Chnh iu to ra cho SIA c nhng c hi v thch thc sau:1. C hi

Nhng g SIA t c:

+Thng hiu c khng nh. Ly hnh nh C gi Singapore, SIA khng nh c thng hiu ca mnh l mt trong nhng hng hng khng hng u th gii v lun ng top u mi bng xp hng v cc hng hng khng trn th gii. Thng hiu SIA i vo lng khch hng nh mt thng hiu vi cht lng dch v bay tt nht v c chng nhn l hng hng khng c cht lng dch v 5 sao. C th ni, l mt trong nhng tin quan trng m SIA t c khi khc thng hiu ca mnh vo trong lng hnh khch.

+Bn cnh thng hiu, trong sut nhng nm t khi thnh lp (k t khi tch ring ra khi Malayan Airways nm 1972), SIA thit lp c mt th trng bay ng k, chim mt th phn nht nh trong th trng bay th gii.

+i ng nhn vin, qun l ca SIA lm vic chuyn nghip, tay ngh cao l mt trong nhng tin quan trng khc ng k m SIA t c.

+Bn cnh nhng t c trn, nm 2000, SIA chnh thc l thnh vin ca lin minh hng khng ln nht th gii Star Alliance v nhanh chng tr thnh mt trong nhng hng bay nng ct ca Star Alliance. Khi gia nhp Star Alliace, SIA c c hi qung b hnh nh ca mnh ti khp ni trn th gii, m rng th trng bay v tranh th s gip ca cc hng hng khng khc nh tip cn th trng bay mi,

Tuy nhin, cn phi nhn thc thy rng, SIA l mt trong nhng hng hng khng hng u th gii, nhng liu trong tng lai SIA c cn gi c v th hay khng. Kinh t, x hi th ngy cng pht trin, cc hng hng khng khc th ngy cng i mi v pht trin, SIA s khng gi c v tr ca mnh nu khng lm g . i mi, l mt trong nhng iu SIA lun cn. Ngay c khi i mi th cng cn bit rng tui th ca nhng i mi ny l rt ngn. i mi khng cn l i mi na nu cc hng khc cng i mi nh SIA.

gi c v th ca mnh v khng ngng ln mnh, SIA cn thc c nhng g mnh t c, nhng tin l ng lc quan trng cho SIA, ng thi cng cn thc c nhng g cn lm gi c v th trn th trng bau quc t.2. Thch thc

Thch thc, c th coi nh mt phn c hi. N l ro cn khng ch i vi SIA m cn i vi tt c cc hng hng khng khc trn th gii. Vt qua nhng kh khn , vt qua c tt hn cc hng hng khng khc, n s khng cn l thch thc m tr thnh mt li th cnh tranh ca SIA.

Nhng thch thc c th n t bn ngoi vi vic cnh tranh vi cc hng hng khng khc. Thch thc cng c th l t bn trong vi vic chi ph tng cao, ngun cung lao ng khng m bo,

+Chi ph tng cao: Mc sng ca ngi dn Singapore ngy cng tng, iu cng c ngha l SIA ngy cng phi tr nhiu lng hn cho nhn vin ca mnh. N lm cho ch ph tng cao, cng l mt trong nhng kh khn m SIA phi i mt.

+Cung lao ng: Ngun cung lao ng ca SIA cng c nhng nguy c khi t nc ny gp vn v thiu ht lao ng trong pht trin kinh t. SIA phi tnh n vic s dng nhiu lao ng nc ngoi hn na trong b my nhn s ca cng ty, thm ch c trong cabin m c l mt ngy no , hnh tng C gi Singapore ca SIA phi i thnh C gi quc t.

Bn cnh nhng thch thc trn cn c nhng kh khn m SIA phi i mt nh dch bnh truyn nhim, khng hong du m, khng hong kinh t th gii

Nhng thch thc lun l mt phn ca qu trnh pht trin m SIA phi nhn thc c nhng kh khn ca mnh i mt.

TI LIU THAM KHO Gio trnh kinh t ngoi thng

Bi ging ca ging vin V QUC VIT

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Trong khun kh bi vit, chng em khng cp c th ti nhng chnh sch thu ht u t nc ngoi ca Singapore.

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