[YRC]-Giai Phap Xay Dung Thuong Hieu Cho Nhan Long Hung Yen

7/31/2019 [YRC]-Giai Phap Xay Dung Thuong Hieu Cho Nhan Long Hung Yen

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http://svnckh.com.vn 2

D/ Phm vi nghin cu

Thi gian nghin cu:T thng 5 n ht thng 7 nm 2006

Khng gian nghin cu: kho st thc t sn xut nhn trn mt s vng trng im trng

nhn nh cc huyn: Tin L, Khoi Chu, Ph C, n Thi, th x Hng Yn.Ni dung nghin cu:

Tnh hnh sn xut v kinh doanh nhn lngHng Yn

Thc trng xy dng thng hiu nhn lng Hng Yn: thun li v kh khn.

xut mt s gii php xy dng thng hiu nhn lng Hng Yn.

E/ Kt cu ca ti

Ngoi phn m u v kt lun, ti gm 3 chng nh sau:

Chng I: Tng quan v thng hiu v mt hng nhn lng Hng Yn

Chng II: Thc trng sn xut, kinh doan v xy dng thng hiu cho nhn lng HngYn

Chng III: Mt s gii php xy dng thng hiu cho nhn lng Hng Yn

F/ Qui c trnh by

tigm 3 chng, mi chngc th hin bng mt chng mang th t ln lt I, II,III. Trong mi chng, cc mc ln c nh s I, II, III... cho n ht. Nhng mc nh hn sc nh s theo nguyn tc 1; 1.1; 1.1.1; 1.1.2...; 1.2; 1.2.1; 1.2.2... cho n ht.

Trong cng trnh c mt s bng biu. Nhng bng ny c nh s th t 1, 2, 3 cho nht. Km theo bng biu s c ghi ch c th trch dn ngun, n v tnh.

Vi cc s liu thng k xut hin trong ti, ngi vit quy nh c th v ngun s liunh sau:

- Ngunl cc ti liu tham kho: m l [...], trong nu ln th t ti liu tham khocnh s thng. V d [3].

- Ngun l ph lc: m l (...), trong nu ln tn ph lc. V d: (Ph lc 5: Muthit k hthng nhn din thng hiu cho nhn lng Hng Yn.)

-

Ngun l cc nh t liu: m l (nh/bng...), trong nu ln s th t ca bng. V d (nhs 6/bng s 3).


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CHNG I

TNG QUAN V THNG HIUV MT HNG NHN LNG HNG YN

I. MT S VN L LUN CHUNG V THNG HIU V XY DNGTHNG HIU

1. Khi nim thng hiu

1.1 Thng hiu nhn di gc php l

Trong cc iu c quc t v s hu tr tu v cc vn bn php quy ca Vit Nam linquan ti lnh vc s hu tr tu ni chung v s hu cng nghip ni ring u khng cp nkhi nim thng hiu. Chnh v vy, thng hiu chaphi l mt khi nim php l, khngphi l i tng s hu tr tu c nh nc bo h.

Theo ti liu Chuyn v thng hiu ca Cc Xc tin thong mi, B Thng mi,thng hiu khng phi l mt i tng mi trong s hu tr tu m l mt thut ng ph bintrong tip th, thng c ngi ta s dng khi cp ti: a) Nhn hiu hng ho;b)Tn thngmi ca cc c nhn t chc dng trong hot ng kinh doanh (thng hiu doanh nghip); c)Cc ch dn a l v d) Tn gi xut x. Theo cch gii thch trn th thng hiu bao gmbn i tng s hu cng nghip c nh nc bo h. l: a)Nhn hiu hngho (gm cnhn hiu dch v); b) Tn thng mi ca cc t chc, c nhn dng trong hot ng kinhdoanh; c) Cc ch dn a l; d) Tn gi xut x hng ho.

a) nh ngha v nhn hiu hng ho, iu 785 B lut Dn s Vit Nam quy nh:Nhn hiu hng ho l nhng du hiu dng phn bit hng ho, dch v cng loi ca ccc s sn xut, kinh doanh khc nhau. Nhn hiu hng ho c th l t ng, hnh nh hoc s kt

hp cc yu t c th hin bng mt hoc nhiu mu sc. V d nh: P/S (kem nh rng),OMO (bt git), Bitis (giy dp)

b) nh ngha v Tn thng mi, iu 14 Ngh nh 54/2000/N-CP quy nh: Tnthng mi c bo h l tn gi ca t chc, c nhn dng trong hot ng kinh doanh, png y cc iu kin sau:

L tp hp cc ch ci, c th km theo ch s, c th pht m c.

C kh nng phn bit cc ch th kinh doanh mang tn gi vi ch th kinh doanh khctrong cng lnh vc kinh doanh.

V d nh: Vinamilk (Tng cng ty sa Vit Nam), Vinatea (Tng cng ty ch Vit Nam)

c) nh ngha v Ch dn a l, iu 14 Ngh nh 54/2000/N-CP quy nh: Ch dna l c bo h l thng tin v ngun gc a l ca hng ho p ng cc iu kin sauy:

Th hin di dng mt t ng, du hiu, biu tng hoc hnh nh, dng ch mt qucgia hoc mt vng lnh th, a phng thuc mt quc gia;

Th hin trn hng ho, bao b hng ho hay giy t giao dch lin quan n vic mua bnhng ho nhm ch dn rng hng ho ni trn c ngun gc ti quc gia, vng lnh th hoc


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a phng m c trng v cht lng, uy tn, danh ting hoc cc c tnh khc ca loi hngho ny c c ch yu l do ngun gc a l to nn.

d) nh ngha v Tn gi xut x hng ho, iu 786 B lut Dn s Vit Nam quy nh:Tn gi xut x hng ho l tn a l ca nc, a phng vi iu kin cc mt hng nyc cc tnh cht, cht lng c th da trn cc iu kin a l c o v u vit. Bao gmyu t t nhin, con ngi hoc kt hp c hai yu t .

C th nhn thy rng di gc php l, thng hiu bao gm bn loi i tng shu cng nghip c nh nc bo h. Cn trong thc t, khi nim thng hiu c hiuv nhn thc khc nhau [8.2].

1.2. Thng hiu nhn di gc kinh t

Mc d khng c nhcn nhiu trong cc vn bn php l nhng trn thc t v digc kinh t, khi nim thng hiuc cc doanh nghip v cc nh nghin cu sdngnhiu nn c rt nhiu quan im khc nhau vnh ngha thng hiu.

Theo nh ngha ca Hip hi Marketing Hoa K, thng hiu l mt ci tn, mt t ng,mt du hiu, mt biu tng, mt hnh v hay tng hp tt c cc yu t k trn nhm xc nhmt sn phm hay dch v ca mt (hay mt nhm) ngi bn nhm phn bit cc sn phm

(dch v) vi cc i th cnh tranh.[9]. Nu hiu theo cch ny th thng hiu nghimnhin tr thnh i tng s hu cng nghip c bo h vi tn gi l nhn hiu hngho.

Theo tc gi Don Thnh trong bi "Thng hiu v nhn hiu" (Tp ch Thng Mi s31/2003) cho rng: "Thng hiu l qu trnh xy dnghnh nh, biu trng ca sn phm, catchc doanh nghip. Sau khi ng k bo v thng hiu v c chp nhn th thng hiutrthnh nhn hiu". Quan im ny cho thy thng hiu chnh l nhn hiu cha cngk bo h v cha c php lut tha nhn. Nhng trn thc t, c nhiu thng hiu ca VitNam cha cng k nhng ni ting khp th gii v c ngi tiu dng a chungnh c ph Bun M Thut, nhn lng Hng Yn, bi Phc Trch, ko da Bn Tre...Do nhng thng hiu ny rt d b gi mo khin li ch ca doanh nghip b tn hi.

Cng c quan im cho rng thng hiu l mt khi nim bao trm ln bni tng shu tr tu nh trn, bao gm: nhn hiu hng ho (v d : Kinh (bnh ko), Vinataba (thucl)..; ch dna l (ch Shan Tuyt Mc Chu, bi Nm Roi...); tn thng mi ( Vinamilk,FPT, Vietel...), tn gi xut x hng ho (nc mm Ph Quc, nc khong Tin Hi. Tuynhin, c nhiu nhn hiu hng ho, nhiu tn thng micng k, c php lut thanhn nhng li khng h c trong tm tr khch hng, khng i vo hotng. V vy, thnghiu ny cng khng em li li ch cho doanh nghip.

Qua cc khi nim trn c th nhn thy rng t thng hiu c cc t chc, ccdoanh nghipv x hihiu v nhn thc khc nhau tuy rng n c s dng rt nhiu trongthc t. Chnh v c nhiu cch hiu khc nhau nh vy gy ra khng t kh khn cho ccdoanh nghip v cc c quan qun l. i vi cc doanh nghip th l nhng kh khn trongcng tc xy dng v pht trin thng hiu. Cn i vi cc nh qun l th l kh khntrong vic xc nh loi vn bng bo h v thi hn hiu lc, quyn v ngha v ca ch s hucc i tng s hu cng nghip.

T thc t trn, nhm tc gi nhn thy rng cn phi a ra mt cch hiu chung vthng hiu. Mt cch khi qut nhtc th hiuthng hiu l nhn hiu hng ho, tn thngmi, chdna l, tn gi xutxhng ho hoc skthp cc yu t trn, c php lut


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cng nhn v bo h, c ngi tiu dng bitn nhmtdu hiu chng t su vitcasn phm, ca doanh nghip. Nh vy, nh nghany ch ra ba ni dung c bn ca khinim thng hiu: thng hiu bao gm nhng g, thng hiu cn c gi tr php l, thnghiu phi c gi tr thng mi.

2. Cc yu t thng hiu

2.1. Tn thng hiu

Tn thng hiu l yu t u tin v quan trng nht to nn kh nng nhn bit, gi nh,phn bit v nh hng cho khch hng tm n mua v s dng sn phm ca cng ty. C thcoi y l mt cng c giao tip ngn gn, n gin nhng c hiu qu cao nht. Thng qua ccchng trnh qung co, tn thng hiu chnh l yu t c khch hng nhn bit v ghi nhvo tm tr rt nhanh v mt khi c ghi nh ri th rtkh thay i. Tn thng hiu khngth thay i theo tng thi k nh logo. Bi vy vic chn tn thng hiu cn phi c xemxt k.

Cc tn thng hiu c t cho cc sn phm c nhiu dng khc nhau. Cc tn thnghiu c th da vo con ngi (th d: xe hi Ford, xe my Honda), da vo a danh (th d:

nc mm Ph Quc), da vo cc loi vt (th d: sa tm Dove-chim b cu), da vo cc sinhvt v vt khc (th d nh my vi tnh Apple -qu to, xng du shell-v s). Mt s tnthng hiu dng cc t vn gn lin vi ngha ca sn phm hoc gi ln nhng thuc tnh vli ch quan trng (th d: c quy t Diehard, m hi Beautyrest..). Mt s tn thng hiukhc c thit k bao gm cc tin t hoc hu t nghe c v khoa hc, t nhin hoc qu gi(Vd: b vi x l Intel).

2.2. Logo hay biu tng c trng

Logo hay biu tng c trng l nhng yu t mang tnh ho nh hnh v, hoa vn,kiu ch hoc mt du hiu c bit dng to kh nng nhn bit qua mt nhn ca kh chhng. (Ph lc 11: Biu trng ca mt s thng hiu ni ting)

Tc dng ca vic s dng logo l tng cng nhn bit v thng hiu v khc bit hotrong cnh tranh, c th d dng iu chnh cho ph hp vi tng thi k v d dng chuyn iqua bin gii a l v cc vng vn ho khc nhau, c th gn cng vi cc sn phm, ng vaitr nh mt s xc nhn v cht lng v uy tn ca cng ty i vi cc sn phm ny, c thc s dng trong cc giao dch kinh doanh thay cho tn cng ty i vi nhng tn cng ty div kh c, v n tr nn c bit quan trng i vi cc dch v mang tnh v hnh nh du lch,hng khng, ngn hng, bo him

2.3. Tnh cch ca thng hiu

Tnh cch ca thng hiu l cch s dng mt nhn vt, mt con vt hoc mt phong cchsng c th din t tnh cch ring bit ca mt thng hiu. Tnh cch ca mt thng hiu

thng c to dng, gii thiu v ng vai tr trung tm trong cc chng trnh qung co vkhuyn mi, trong cc hot ng gii thiu sn phm mi hoc thit k bao b. to s ch ,sinh ng gi nh v to s khc bit.

Tc dng ca vic s dng tnh cch thng hiu l nhm to ra v tng cng nhn thcca khch hng v thng hiu, to cho khch hng mt kiu mu tiu dng sn phm ph hpvi tnh cch m h mong mun, v cng bi tnh cch cha ng yu t con ngi nn n cth lm cho thng hiu tr nn hm hnh, th v v y n tng.Do tnh cch thng hiu


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khng gn lin vi ngha ca mt sn phm c th nn n c th chuyn i d dng cho ccloi sn phm khc nhau.

2.4. Khu hiu

Khu hiu l mt li vn ngn gn, gi nh v din t c ng v li ch sn phm. Khuhiu phi lt t c ci tinh tu ca nhn hiu v sn phm v mang tnh c trng cho loi snphm . y l mt cch thc qung b thng hiu rt tt v hiu qu trong vic to dng gi

tr thng hiu bi n gip cho khch hng hiu mt cch nhanh chng v thng hiu vphn bit vi cc thng hiu khc.

Cu khu hiu c tc dng l lm tng kh nng nhn bit v lu li tn thng hiu trongtr nh khch hng; lm tng nhn thc v thng hiu bng cch lin h trc tip v mnh mti cc li ch khi tiu dng sn phm t gi m s k vng v thc y ng c mua sm cakhch hng. Tc dngquan trng nht ca cu khu hiu l gip cng ty cng c nh v thnghiu v th hin r s khc bit. i vi nhng thng hiu ln cu khu hiu cn l mt cng c khng nh uy tn v v tr ca mnh trn thng trng.

Trong cc chng trnh qung co cu khu hiu thng l cu kho kt thc nhng thngtin mang tnh m t v thuyt phc. Vi nhng loi sn phm m qung co ng vai tr then

cht trong vic to dng gi tr thng hiu th cu khu hiu thng c s dng nh mt cchthc th hin s khc bit v to dng hnh nh cho thng hiu.

2.5. Nhc hiu

Nhc hiu l mt on nhc hoc mt bi ht ngn d nh, d lp li, c sng tc datrn gi tr ct li ca nhn hiu v sn phm. Nh c nhc hiu m mc qung co cho sn phmtr nn hp dn, sinh ng v cun ht ngi nghe.

Nhc hiu c tc dng c th tng cng nhn thc ca khch hng v thng hiu bngcch lp li mt cch kho lo tn thng hiu trong on nhc ht. Nhc hiu cng c th truynti nhng li ch ca thng hiu di hnh thc gin tip v tru tng.

2.6. Bao b ca sn phm

Bao b ngy nay c xem nh P th nm trong marketing mix (sn phm - Product, gi -Price, knh phn phi - Place, xc tin bn hng Promotion v bao b - Package). Bao b snphm ng vai tr quan trng trong vic to dng gi tr thng hiu. Vi nhng im khc bitv chc nng v tnh thm m, bao b c th tng cng s nhn bit v gi nh n thng hiu.

Bao b c nhngtc dngnh sau:

Th nht, bao b l mt yu t quan trng to dng nn gi tr thng hiu ca cng ty.Thng thng, s lin h mnh nht ca khch hng i vi sn phm chnh l thng qua bao bca n. Chnh hnh thc ca bao b c xem l mt cng c quan trng trong vic nhn thc vgi nh n sn phm. Hn na, nhng thng tin v du hiu trn bao b c th to ra nhng lin

kt hiu qu i vi thng hiu.Vic ci tin v a dng ho cu trc bao gi c th to ra nhng im khc bit quan trng chosn phm, lm doanh thu v th phn tng vt. Tc l, cng ty cn chia nh hn na i tngkhch hng mc tiu, nghin cu thit k cc loi bao b cho ph hp vi tng phn on a dngho kch thc, kiu dng bao b cn lm tng kh nng la chn, tiu dng ca khch hng, thuht thm nhng khch hng tim nng dng sn phm.


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Th hai,kiu dng v hnh thc bao b cn l mt cng c thu ht v li cun khch hng.Nu cng ty n lc nghin cu, thit k bao b vi nhng khc bit ni tri c v tnh nng lnhnh thc s to cho sn phm nhng li th cnh tranh ng k.

Th ba, tc ng ca bao b khng ch gii hn thi im mua sm hoc tiu dng snphm m n cn l mt thnh t quan trng trong cc mc qung co. Mt cuc nghin cu vi200 mc qung co cc sn phm khc nhau trn truyn hnh cho thy rng trong 30 giy qungco th c n 12 giy gii thiu hnh nh, bao b. Tn sut ny cng ln hn i vi cc mcqung co trn cc n phm nh bo ch, t ri, t gp.

Yu t bao b cn c thay i thng xuyn v mt s l do sau: th nht, vic iu chnhbao b c th nng gi bn v tiu th tt hn, c bit qua nhng knh phn phi mi. Th hai,khi doanh nghip cn m rng nhm mt hng. Th bakhi th hiu tiu dng ca khch hng thay i khin cho bao b hin c tr nn lc hu v li thi.

3. Kt hp cc yu t thng hiu

Trn y l nhng yu t chnh cu thnh nn mt thng hiu. Mi yu t li ng mtvai tr nht nh trong vic to gi tr thng hiu. Tuy nhin, mi yu t ny li c nhng uim v nhng hn ch khc nhau. V vy iu quan trng ca ngi to dng v pht trin

thng hiu l phi la chn v kt hp mt cch hiu qu nht nhng yu t ny nhm to nnmt thng hiu mnh. ng thi khi la chn cc yu t cn phi m bo nhng yu t ny cth h tr, tng cng ln nhau, cn phi c xy dng mt cch ng b da trn gi tr v tnhcch ct li ca nhn hiu c nh hng qua vic xy dng mt chin lc nhn hiu.

Tuy nhin tht kh c th thit k c mt thng hiu l tng p ng c mi tiuch. Trn thc t, trong rt nhiu trng hp cc tiu ch ny li mu thun v xung t nhau. Thd to ra mt thng hiu y ngha mt ngn ng ny th n li gp nhng kh khn rtln v dch thut v vn ho khi chuyn sang ngn ng v nn vn ho khc. Th d nh khiPepsi bt u tip th sn phm ca mnh ti Trung Quc cch y vi nm, khu hiu ca hPepsi mang bn tr li vi cuc sng c dch gn nh theo tng t mt. Cu khu hiuvi ngha gn nh lPepsi mang t tin ca bn t ci m ty tr v. Trong khi Coca -cola

ln u a hng sang Trung Quc, h gi tn sn phm l g m khi pht m ra ngheging nh Coca-cola nhng vn l cc m li c hiu l lm cay t con nng ncsp. Sau h i thnh b ch c ngha l Hnh phc trong ming. Tm li, khng mtyu t no li c th p ng c y cc tiu ch la chn. Do o, chng ta cn xem xt vla chn cc yu t thng hiu khc nhau v kt hp chng sao cho t c hiu qu cao nht.

4. Cc loi thng hiu

Theo quan im tip cn ca qun tr thng hiu v marketing, thng hiu c thcchia thnh: thng hiu c bit (thng hiu c th, thng hiu ring), thng hiu gia nh,thng hiu tp th (thng hiu nhm), thng hiu qucgia. Trong phm vi nghin cu ca ti ny, nhm tc gich cp n hai loi thng hiu l thng hiu c bit v thng hiu

tp th.4.1. Thng hiu c bit

Thng hiu c bit (cn gi l thng hiu c th hay thng hu ring) l thng hiuca tng chng loi hng ho, dch v c th. Vi thng hiu c bit, mi loi hng ha limang mt thng hiu ring v nh th mt doanh nghip sn xut v kinh doanh nhiu loihng ho khc nhau c th c nhiu thng hiu c bit khc nhau. V d nh cng ty sa VitNam Vinamilk c nhiu thng hiu c bit nh Mikka, Yomilk, Redielac, ng Th...


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Thng hiu c bit c cim l thng gn vi nhng thng ip v hng ho c th(tnh nng ni tri, tnh u vit, nhng tin ch) v c th hin trn bao b vi c tnh ring bit.Tuy nhin, thng hiu c bit c th tn ti mt cch c lp trn hng ho nh Omo, Clear,Sunsilk... m khng cn bit l ca Unilever, hoc c th gn lin vi thng hiu khc nhthng hiu tp th, v d nh xe Honda Future ca hng xe my Honda, c ph ha tan G7 caTrung Nguyn.

4.2. Thng hiu tp th

Thng hiu tp th (cn gi l thng hiu nhm) l thng hiu ca mt nhm hay mts chng loi hng ho no , do cc cskhc nhau sn xut v kinh doanh (thng trong mtkhu vca l). V d nh nhn lng Hng Yn, hoa Lt, nc mm Ph Quc. Thng hiutp th cng c th l thng hiu dng chung cho hng ho ca cc doanh nghip khc nhautrong cng mt hip hi ngnh hng. Chng hn nh cc doanh nghip thnh vin Hip hi chVit Nam c th s dng thng hiu tp thCheviet.

Thng hiu tp th c tnh khi qut v i din cao, thngc gn lin vi cc chngloi hng ho ca nhiu doanh nghip khc nhau trong mt lin kt v tnh i dinc phttrin ch yu theo chiu su. Qun l v s dng thng hiu tp th l mt vn phc tp vkhng phi tt c cc doanh nghipu c quyn s dng thng hiu tp th m thng hiu

tp th lun gn cng vi nhng du hiu ring ca doanh nghip thnh vin. V d nh trongthng hiu nc mm Ph Quc Knorr th Ph Quc l thng hiu tp th cn Knorr l thnghiu ring bit ca doanh nghip.

5. V qui trnh xy dng v pht trin thng hiu

Cho n nay, cha c mt vn bn php l hay m ti liu ny cp n quy trnh xydng v pht trin thng hiu mt cch tng qut bi v l mc tiu v chin lc ring cami doanh nghip v mi loi mt hng. Qua nghin cu kinh nghim mt s thng hiu niting th gii nh Unilever, Coca Cola, Nokia, nhm nghin cu c th xc nh cc bcchnh ca vic xy dng v pht trin thng hiu, bao gm: a) Chin lc tng th xy dng vpht trin thng hiu; b) Thit k vo to dng cc yu t thng hiu; c) ng k bo h cc

yu t thng hiu; d) Qung b thng hiu; e) Bo v v pht trin thng hiu.5.1. Chin lc tng th xy dng v pht trin thng hiu

Chin lc thng hiu l k hoch ch ra ng li v trng tm cho vic qun l thnghiu, ng thi to nn tng vng chc gip nh qun l thc hin ng b moi hot ng liuquan n thng hiu . Mt chin lc hong hcnh v xy dng v pht trin thng hiuphi th hin c chin lc v thi gian cho tng giai on, chin lc v ti chnh v nhn scho xy dng thng hiu. Thng thng, k hoch thi gian thng gn lin vi k hoch thtrng v k hoch sn phm v l c s thit lp k hoch nhn s v ti chnh. Tuy nhin,trong khng t cc trng hp, k hoch v thi gian li c xy dng da trn k hoch v tichnh. Trong k hoch thi gian, cn c th ha theo tng giai on ca chin lc kinh doanh v

c n nh cc mc thi gian c th, chng hn phi xc nh c thi im tin hnh ccchindch qung b, tn dng c hi tham gia cc hi ch trin lm hoc cc s kin. Chin lcnhn s cn ch r nhng ai tham gia trc tip v tng bc trong xy dng thng hiu, ngunnhn lc ly t u, tng ng vi tng giai on cn bao nhiu nhn lc cho cc cng vic cth. Bn cnh , v mt ti chnh cn lp k hoch chi tit phn b ti chnh cho tng giai on,nn c k hoch tp trung cho giai on y qung b.

5.2. Thit k vo to dng cc yu t thng hiu


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Bc tip theo trong quy trnh xy dng thng hiu hng ha l thit k cc yu t thnghiu. Nguyn tc chung nht khi thit k cc yu t thng hiu l lm sao cho thng hiu ckh nng phn bit tt nht vi cc thng hiu ca cc hng ha cng loi v lm cho ngi tiudng c kh nng nhn bit tt nht v thng hiu. Thng thng, mt thng hiu mnh phikt hp c sc mnh ca ngn t, hnh nh v cng cng c khc c kh nng thu ht s ch ca khch hng. Mt ci tn d nh, logo c thit k n gin nhng n tng, cu khu hindin t xc tch yu t phn bit c o ca sn phm l nhng yu t u tin ha hn thnh

cng cho mt thng hiu. Thng hiu l tng hp nhng yu t nhn din mang n nhngcam kt v cht lng cho khch hng, v th mi kha cnh ca thng hiu phi c truynti, c cam kt v bao hm s c o ca thng hiu.

5.3. ng k bo h cc yu t thng hiu

Sau khi mt h thng nhn din thng hiu c to dng, chng cn phi c ngk bo h. l vic xc lpquyn c php lut bo h v ca nhng yu t thng hiu khib xm phm. Xut pht t vic bo h thng hiu mang tnh lnh th, nn quyn bo h chc cng nhn ti nhng quc gia m ch thng hiu tin hnh ng k xc lp. Khi doanhnghip ng k bo h ti quc gia no th thng hiu ch c bo h ti quc gia . Quyn

c bo h cng ch tn ti trong mt thi gian nht nh (thng thng l 10 nm). Sau thigian ny, cc doanh nghip cn tin hnh nhng th tc gia hn.

Vit Nam, cc th tc ng k thng hiu c hng dn c thtrong thng t cab Khoa hc Cng nghv Mi trng s 3055/TT-SHCN ngy 31 thng 12 nm 1996 hngdn thi hnh cc quy nh v th tc xc lp quyn shu cng nghip v mt s th tc khctrong nghnh s63/CP ngy 24 thng 10 nm 1996 ca Chnh phquy nh chi tit v shucng nghip, kt hp vi Thng t ca s 08/2006/TT ca B Khoa hc v Cng ngh ban hnhngy 4/4/2006 v dch v shu tr tu. Mi y, quyn shu cng nghip ni chung v th tcng k s hu cng nghip ni ring cn c iu chnh bi Lut S hu tr tu s50/2005/QH11 c hiu lc t ngy 1/7/2006. (Ph lc 12: Qui trnh ng k s hu nhn hiu

hng ha)5.4. Qung b thng hiu

Truyn thng l mt phn tt yu trong xy dng thng hiu. Cng tc truyn thng chnhxc v tp trung l yu cu quan trng nht trong mt chin lc truyn thng bao gm cc hotng sau: qung co, quan h cng chng, hi tr trin lm thng mi

Qung co: l bin php c p dng ph bin nht, th hin di nhiu hnh thc: qungco trn truyn hnh, trn sng radio, trn bo hay tp ch, trn t ri Trong s cc phng tinqung co, truyn hnh l phng tin hu hiu nht do phm vi nh hng rt rng, c s kt hp sinh ng gia hnh nh v m thanh, tuy nhin i hi chi ph rt cao. (Thng gp t 10n 100 ln cc phng tin khc.) Qung co trn bo v tp ch t tn km hn nhng phm vi

nh hng li hn ch. Tuy nhin, qung co trn bo v tp ch s chn lc i tng tip nhnthng tin v thi gian sng ca qung co lu hn. chin lc qung co thng hiu c hiuqu cao nht, iu tt yu l phi nghin cu tm l c tnh ca nhm khch hng mc tiu, ccphng tin truyn thng h tr, chnh sch ca cc i th cnh tranh, trong vic hiu bitquy trnh nhn thc thng hiu ca mt khch hng l yu t tin quyt.

Quan h cng chng: (Public Relation- PR) thng c hiu l mt h thng cc nguyntc v hot ng c lin h mt cch hu c, nht qun nhm to dng mt hnh nh, mt ntng, mt quan nim nht nh hoc mt s tin cy no . PR l mt cng c quan trng trong


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tip th v pht trin thng hiu, nhm trc tip vo i tng mc tiu khng ch l khch hngtim nng m cn nhm thit lp v khai thc quan h vi cc t chc x hi, gii truyn thng,chnh quyn, a phngm, nh phn phi, nh cung cp, ngi tiu dng to iu kin phbin thng hiu. Ngy nay rt nhiu cc cng ty ang n lc chuyn mt phn kinh ph choqung co v khuyn mi sang quan h cng chng v n t c nhng gi tr thng hiu vmt tim thc, hn na n t tn km, i tng c th v ng tin cy.

Tham gia hi ch trin lm: l hot ng kh ph bin hin nay. Tuy nhin Vit Namhin nay hu ht cc sn phm tham gia hi ch trin lm l bn hng trc tip hn l tmi tc v pht trin th trng. Qung b thng hiu thng qua hi ch trin lm i hi phi cs chun b k cng trc khi trng by ti trin lm. Gian hng ti hi ch s to mt giao ntng v hnh nh ca thng hiu, l b mt ca thng hiu . Hi ch l c hi gp gcc i tc ang c nhu cu tm kim c hi, ng thi c th nhn bit cc i th cnh tranh vkhng nh, qung b hnh nh ca thng hiu.

5.5. Bo v v pht trin thng hiu

Thng hiu lun gn lin vi hot ng kinh doanh ca doanh nghip, t chc s huthng hiu . V vy sau khi thng hiu c ng k bo h, t chc phi ni lc trinkhai s dng thng hiu cua mnh. Thm ch t chc cn phi n lc hn nhng giai on trc

v giai on ny, doanh nghip mi chnh thc i vo thc hin nhng sch lc, chin lcxoay quanh thng hiu ra trc . T chc mun bo v thng hiu ca mnh th utin phi tm mi cch ngn chn tt c cc xm phm t bn ngoi (xm phm ca hng gi,hng nhi; s to nhm ln c tnh hay v tnh; hin tng gy kh hieeru ca cc thng hiugn ging) v c bit l s sa st t ngay bn trong thng hiu (gim uy tn do cht lng hngha suy gim; khng duy tr c mi quan h tt vi khch hng lm gim lng tin ca khchhng vi hng ha ca doanh nghip).

Khng ngng nng cao cht lng sn phm v qung b thng hiu. C th ni chtlng sn phm l mt trong nhng yu t then cht quyt nh lng trung thnh ca khch hngi vi mt thng hiu. Lun m bo cht lng sn phm tt cng c ngha l m bo hnh

nh tt p ca doanh nghip vi khch hng. Tuy nhin vi mc cnh tranh ngy cng gaygt trn th trng, cht lng sn phm cn i hi lin tc c nng cao v i mi. Bn cnh, tuyn truyn qung b l cn thit khng ngng gi nh cho ngi tiu dng v hnh nhthng hiu.

To ro cn chng xm phm thng hiu: Doanh nghip cn c nhng bin php kimsot v ngn nga, x l nhng nguy c bt li cho thng hiu, to ro cn chng xm phmthng hiu. Nhng bin php ny c thit lp ngay t khi xy dng thng hiu nh to tnv biu trng kh trn lp, to s c bit ha v bao v v kiu dng hng ha, i mi bao b vcch th hi thng hiu trn bao b Bn cnh cn c h thng phn hi thng tin v cnhbo xm phm thng hiu, nhn chung, c xy dng da trn s tch cc v ch ng t phadoanh nghip. Mt bin php m cc doanh nghip cung cp dch v ti Vit Nam ang lm l

thit lp h thng ng dy nng thu nhn nhng thng tin phn hi v thng tin v xmphm thng hiu t mi lung. H thng ny khng nhng cung cp cho doanh nghip c hic c thng tin kp thi nht bo v thng hiu khi b xm phm m cn cho khch hnglng tin, s thoi mi thc y s gn kt gia khch hng v doanh nghip.

R sot th trng phn bit hng gi: Doanh nghip cn phi theo di vic s dngthng hiu ca cc i th cnh tranh nhm ngn chn nguy c lm mt uy tn cho thng hiuca doanh nghip hoc thu hp ph vi bo h cho thng hiu do cc i th cnh tranh s dngchnh thng hiu ca doanh nghip hoc cc du hiu tng t, gy nhm lm vi thng hiu


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ca doanh nghip. Khi thng hiu b vi phm, doanh nghip c th yu cu cc c quan c thmquyn gii quyt hoc thng qua lut s tin hnh cc th thc php l cn thit bo v thnghiu ca mnh.

II. KHI QUT CHUNG V MT HNG NHN LNG HNG YN

1.Khi qut v cy nhn lng Hng Yn

Ngi Hng Yn t ho v c nhn lng v ph Hin. i bt cu khi nhvqu hng,ngi Hng Yn khng thno qun hng vthm, ngon ca nhn lng, ging nhn qu dng tin Vua ngy xa. Nh bc hc L Qu n tng m t v nhn lng ''mi ln b voming th tn trong rng li ny ra vthm ta nh nc thnh tri cho...''

V ph Hin, nhm nghin cu c nghe cc c cao tui v cc nh khoa hc, gii thchkhc nhau v sao nhn Hng Yn li gi l "nhn lng". C kin cho rng, nhn Hng Ynngy xa rt qu him, nn ngi trng phi dng lng chp vo cc chm nhn bo v khigp ma, gi, di, chut; c kin na cho rng, nhn Hng Yn khi mang tin Vua phi ngtrong lng cht lng nga ln kinh thnh; c kin khc li cho rng, nhn Hng Yn c ci dy,gin, ngt m, qu nhn bc ra thy ci nhn lng vo nhau...D c nhiu cch gii thch khc

nhau, nhng ai cng tha nhn nhn lng Hng Yn l ging nhn qu dng tin Vua ngyxa v nay c ngi tiu dng cnc a chung. Giy, ngi dn ph Hin vn giccy nhn ttrong vn nh Hin.

Theo Vin nghin cu Rau qu v cc ging nhn nc ta hin nay, nhn lng l loinhn qu, qu trn, to gn nh qu vi thiu. Trng lng qu trung bnh t12 n 17g, ci dyvn hanh vng, cc mi lng vo nhau rt r, trn mt ci nhn c nhiu ng gn ni xpchng cht, c ci nh vy rng. Ht nhn mu en, trng lng khong 2g. Ci nhn n gin vngt, hng vthm mt. V qu dy, gin, d tch. Phn n c chim khong 63,25% trnglng qu. [4]

Cch y 10 nm, ngi trng nhn Hng Yn vn cha u t thm canh vn nhn,

trng nhn t nhin. V vy, hin tng nhn ra hoa cch nm, c ma cch nm xy ra thngxuyn. Ngoi ra, cy nhn cn chu nh hng ln ca thi tit. C thi k, ngi dn phi chtb nhng cy nhn gi ci, khng cho hoa. Nhng t nm 1997, Hng Yn ra nhiu chtrng, chnh sch nhm pht trin, nng cao cht lng cy nhn. V thcy nhn c nng ln,gip ngi dn xa i, gim ngho v lm giu. Tuy nhin c mt thc t xy ra nhiu nm, khinhn c ma li gi thp, mt ma li gi cao. Hn na, nu nh trc y nhn Hng Yn"lng" ln Sng M th nay nhn Sng M li "lng" v ph Hin tiu th. ng thau ln ln,uy tn cht lng nhn lng Hng Yn ang bnh hng nghim trng.

2. Khnng pht trin nhn lng Hng Yn

2.1 Viu kin tnhin2.1.1Hng Yn c vtr a l kinh tthun liHng Yn nm trong vng kinh t trng im Bc B, (gm H Ni Hng Yn Hi

Dng Hi PhngQung Ninh), c thlu thng thun li vi cc trung tm kinh t, khoahc, k thut v th ln nhh thng cc tuyn ng giao thng quan trng chy qua a bn.(Ph lc 13: Bn hnh chnh tnh Hng Yn)

Hng Yn chu tc ng trc tip ca qu trnh pht trin kinh t - x hi mnh m cavng kinh t trng im Bc B, i trc trthnh ng lc thc y cng nghip ha hin i


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ha t nc. y l c hi v ng lc quan trng cho s pht trin ca HngYn da trn khnng tn dng mng li c sh tng pht trin, h trvo to v chuyn giao cng ngh tcc trung tm khoa hc k thut ln trong vng nh H Ni, Hi Phng

Tip gip v gn vi cc th ln nh H Ni, Hi Phng, Hng Yn c thun li v thtrng tiu th, trong c nng sn thc phm, cy n qu, c bit l cy nhn.

2.1.2 Ch kh hu v ti nguyn t thun li cho spht trin ca cy nhnHng Yn chu nh hng ca ch kh hu nhit i gi ma: nng m v c ma ng

lnh. Nhit bnh qun trong nm khong 23,7oC rt thch hp cho cy nhn sinh trng. Mang lnh thun li cho nhn phn ha mm hoa. m bnh qun cc thng trong nm 85,5%v lng ma trung bnh 1450-1650mm l iu kin l tng cho s pht trin ca cy nhn.[6]

Nm trong vng ng ba chu th sng Hng v sng Thi Bnh, c im thnhng caHng Yn gn lin vi qu trnh bi p ca ph sa t h thng ca cc dng sng trn. Tontnh c 9 loi t ph sa c ph kh, thch hp canh tc cy lu nm, c bit l cy nhn.(Ph lc 14 v 15)

2.1.3Ngun nc di do

Ngun nc mt phong ph: Nm trong cc h thng sng ln nht ca min Bc: sngHng v sng Thi Bnh, Hng Yn c ngun nc mt kh di do. Ngun nc mt phong phca cc sng Hng, sng Luc v cc sng, ngi trong ni ng (sng St, Chanh, Cu Yn, Tam) l iu kin thun li cho sinh hot v sn xut, c bit l sn xut nng nghip. [1]

Ngun nc ngm: Trn a bn ca tnh c nhng mnc ngm c tr lng rt lnnht l khu vc dc Quc l 5 (TNh Qunh ti Ph Ni) [1]. Cy nhn l cy va a cn vaa m, mch nc ngm l iu kin thun li cho s pht trin ca b r v ssinh trng cacy nhn.

2.2.Viu kin kinh t- x hivn ha ca tnh Hng Yn

2.2.1. H thng c sh tng tng i pht trinH thng giao thng gm ng b, ng sng, ng st tng i pht trin p ng

nhu cu i li, lu thng hng ha. Mng li ng b kh hp l, phu trn a bn vi tng di trn 6.000 km. 100% s x trong tnh c ng t n trung tm. Giao thng ng sngl li th ca Hng Yn vi h thng sng, knh a vo khai thc vn ti t 140km/1.000 km2,cao gp 5 ln mt trung bnh ton quc. H thng in lc a in li quc gia ti 100% sx vi khong 95% s h nng thng s dng in. [1]

H thng cc c sdch v k thut v ging nhng nm gn y u c u t nngcp nh Trung tm Ging gia sc, Trung tm thy sn v Trung tm ging cy trng. H thngcc c shot ng dch v cung ng vt t k thut nng nghip tham gia tch cc v cung

ng vt t k thut nn nghip, tiu th nng sn ri u khp trn a bn tnh. Nhng hthng ny gp phn tch cc thc y qu trnh pht trin ca nng nghip Hng Yn nhng nmqua.

2.1.4Ngun nhn lc di don nm 2003, dn s trung bnh ca tnh l 1.113.489 ngi, trong lao ng nng

nghip chim 74,5% lc lng lao ng x hi. [11] Nm trong khu vc c trnh dn tr tngi kh, nhn chung lc lng lao ng nng nghip ca Hng Yn c kinh nghim v trnh


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thm canh sn xut, c bit l cy nhn; c khnng tip thu nhanh cc tin b khoa hc kthut, c truyn thng cn c v nng ng trong sn xut kinh doanh, ha nhp tch cc vo cch thtrng.

Trong qu trnh kho st nghin cu ti a bn tnh Hng Yn, nhm nghin cu nhnthy ngi dn ni y bc u c nhng nhn thc tch cc v scn thit ca vicxy dng vo bo vthng hiu cho hng ha ca mnh, c bit l c sn ca a phngl nhn lng. y l tin quan trng gp phn thc y qu trnh pht trin nng nghip theohng hng ha ni chung v xy dng thng hiu cho nhn lng Hng Yn ni ring.

2.1.5Nn tng truyn thng vn ha

Hng Yn ni ting vi nhn lng tin Vua thng trm nm nay nhci duyn ca tcng sc lao ng cn c ca ngi dn Ph Hin. Ngi Hng Yn vn thng gi Tri timca vng nhn l cy nhn T300 nm tui ti cha Hin (phng Hng Chu, TX Hng Yn),mt linh vt trong i sng lao ng ca h, mt minh chng cho nhng thng trm ca nghtrng nhn. Theo GS V Cng Hu (1952), ngi dch tm bia trc cha Hin cho bit, nhnlng Hng Yn khng ch l sn vt m cn l mt nt vn ho c trng trong b quytngh cha truyn con ni y.[1] V trn thc t, qua bit bao nhiu th h, nhn lng HngYn i vo tim thc ca nhng ngi dn qua nhng cu h, v nh: Hi c tt nc bn

sng, c mun n nhn th lng sang y, hay Nhn lng b ngp dao phay, g con mi lnquay ra ng..., qunhn to c ngi Hng Yn v von so vi con g con mi n. iu nygii thch v sao, qua hng trm nm, ting ca nhn lng Hng Yn vn khng h mai mt.

Thnht Kinh K, th nh Ph Hin,vi danh ting gn lin vi c sn nhn lng caa phng, Hng Ync c hi rt thun li xy dngv qung b thng hiuda trndanh ting sn c t truyn thng vn ha ca a phng.

2.3.nh gi chung v ngun lc xy dng thng hiu nhn lng Hng Yn

Qua phn tch ton din viu kin t nhin v kinh t x hi cho thy Hng Yn hin crt nhiu iu kin thun li xy dng thnh cng v pht trin thng hiu nhn lng HngYn. iu kin thi tit, m, lng ma, iu kin thnhng ca Hng Yn rt thch hpcho ssinh trng v pht trin ca cy nhn. Lc lng lao ng di do vi kinh nghim trongthm canh cy nhn, c bit, cy nhn l cy trng gn vi truyn thng vn ha lu nm caa phng, Hng Yn c nhng iu kin thun li m cc a phng khc khng th c trongvic pht trin sn phm nhn hng ha. iu ny c khng nh r qua cht lng nhnHng Yn so vi nhn ca cc ni khc.

Bng s 1: So snh cht lng ca nhn lng Hng Yn

vi nhn trng cc a phng khc

Tiu ch so snh Nhn lng Hng Yn Nhn Vnh Chu Nhn rng Sn LaKch thc qu Qu to Qu va Qu nh

Kch thc ht Ht nh Ht to Ht toCi Dy, ro nc Ci mng, nhiu nc Ci mngV Ngt m, c mi thm Ngt sc, khng thm Nht

Ngun: Hi p v nhn, vi, GS.TS Trn Th Tc, Nh xut bn Nng nghip nm 1999

Tuy nhin, bn cnh nhng iu kin thun li, tnh Hng Yn cng gp mt s kh khnnh ti nguyn t ang c tn dng trit , kh m rng din tch t trng m phnghng khai thc trong thi gian ti ch yu l tp trung nng cao hiu qu s dng t. Bn cnh


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, hot ng trng nhn din ra khng tp trung, ngay cnhng x c din tch trng nhn cynhn nh Tin L, Khoi Chu, n Thi v thx Hng Yn, cc vn nhn cng nm ri rc nhiu h sn xut vi din tch mi vn nhn khng ln (trn di 1 hecta). iu ny gy khkhn trong vic pht trin vng sn xut nhn theo hng chuyn nghip.

xy dng thnh cng thng hiu nhn lng Hng Yn cn phi c mt chin lcng b vi s phi hp ng b ca c6 nh: nh khoa hc, nh trng trt, nh phn phi,nh qung b, nh bngv c bit vi cc n vhnh chnh nh nc lin quan trong vic gydng tn tui cho nng sn a phng. Trong , c vai tr c bit quan trng l lnh o tnhHng Yn, cc Sban ngnh c lin quan nh SKhoa hc v Cng ngh v nht l ngi trngnhn Hng Yn- nhng ngi trc tip tham gia vo qu trnh sn xut hng ha- h phi thc cao v vic m bo cht lng cho hng ha ca mnh, dn dn to dng v nng cao uytn ca thng hiu.

3. V tr ca mt hng nhn lng i vi kinh t, x hi ca tnh Hng Yn

3.1Gi trkinh tCy nhn ni chung v nhn lng ni ring l cy n qu c gi tr kinh t cao. Hiu qu

kinh t sn xut nhn lng ca tnh Hng Yn tnh bnh qun trong 3 nm 1998 2000 t t

51.054.850 168.178.700 /ha; gi trtng t t45.285.000 n 155.478.000/ ha. Nu sosnh vi cc trng chim din tch ln trong vng v cng l nhng cy trng truyn thng nhla, th sn xut nhn mang li gi tr cao gp 9,29 n 18,84 ln ty thuc vo mt v hay hai v.Hoc so vi trng ng hai v hoc ng an xen th hiu qu kinh t ca sn xut nhn cng caohn trong khi chi ph lao ng cho ng hai v gp 2,1 ln. Vic trng du nui tm c coi lngun thu thng xuyn trong nm, song theo cc ch h th y cng ch l hng gip giiquyt lao ng nhn ri.[4]

Sn lng nhn ca tnh trung bnh hng nm t 14-15 nghn tn, tr gi 150-180 tng/nm, chim 12-13% gi tr sn xut nng nghip tnh Hng Yn. Bnh qun thu nhp cami h tcy nhn t 50-80 triu ng/ha/nm. C th thy, ngoi cy la, cy nhn mangli thu nhp chnh, gip nng dn Hng Yn lm giu. Nhcy nhn m kinh t nhiu h gia

nh khm kh ln. Khi gi tr kinh t cy nhn ngy cng nng cao gip cc h sn xutxy nh cao tng. Nhiu gia nh sm c tivi, xe my, t lnh cng t cy nhn. Trongchuyn kho st ca nhm tc gi thc hin ti thx Hng Yn, chng ti c gp nhng hgia nh nh vy. Ai cng cn c mt ngh sinh sng v lm giu. Ti sinh ra, ln ln vngqu nhn. Ti yu ngh trng nhn v giy ti giu ln tnhn - ng Trnh Xun Qu, 62tui, thn L Chu, x Hng Nam (Tin L, Hng Yn) ni v mnh mt cch ttin nhvy.

Nh vy, c th thy nhn lng c mt vtr c bit quan trng i vi kinh t ca HngYn. Cy nhn c hiu qu kinh t cao, gp phn gip n nh v nng cao i sng ca nhndn v pht trin kinh t vng.

3.2 Gi trx hiCy nhn c gi tr x hi quan trng trong i sng ca ngi dn Hng Yn. Nh cy

nhn, t li ngho ca tnh gim t 37% nm 2003, tng ng di 400.000 ngi trongtng s 1 triu dn ca tnh, xung cn 13,2% nm 2005, thp nht trong khu vcng bngsng Hng.Bn cnh , t l tht nghip trong tnh gim hn. Nm 2005, hn2,2 vn laong c vic lm mi, trong t l lao ng lm vic trong cc vun nhn ra tng ng k. Mhnh trng nhnkt hp vi nui ong, o ao, th c rt chiu qu gip gia tng thu nhp. B


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mt nng thn Hng Yn chuyn mnh khi csh tngpht trin: ng x c nng cp,nhiu thn c ng btng, h thng thu lic ci thin...

Gi tr x hi ca nhn lng Hng Yn khng ch biu hin qua cc con s hu hnh mmt phn quan trng nm trong gi tr v hnh. Nhn lng l c sn ca Hng Yn, khng nthun l sn phm thng mi m cn cha ng nhng gi trvn ha truyn thng, nim t hoca ngi Hng Yn, mt im nhn gp phn lm nn bn sc ca Hng Yn khc bit vi cca phng khc.

III.SCN THIT CA VIC XY DNG THNG HIU NHN LNG HNG YN

1. i vi ngi sn xut v kinh doanh

Thng hiu th hin s cam kt ca t chc v nhng c im ca sn phm. Cam ktm mt thng hiu a ra mang tnh nh tnh, tho mn nhng c mun v k vng cakhch hng v ch c khch hng l ngi cm nhn v nh gi n.

Thng hiu cn cho php ngi sn xut bo v hp php nhng c im, hnh thc cring c ca sn phm. Mt khi chin lc xy dng thng hiu nhn lng Hng Yn ctrin khai, nhn hiu ny c bo hc quyn shu tr tu, em li t cch hp php chonhng ngi shu thng hiu. Hin tng s dng nhn hiu nhn lng Hng Yn khng

hp php s b coi l bt hp php v bngn chn. Bn cnh , ngi sn xut v kinh doanhkhi shu thng hiu nhn lng Hng Yn strnh c tnh trng b p gi khi bnh ngvi cc loi nhn tcc a phng khc.

Thng hiu gp phn xy dng lng trung thnh ca khch hng i vi sn phm v nhsn xut. Vic nhn bit mt thng hiu ngy hm nay s vn tip tc nh hng ti nhn thcca chng ta v nhng sn phm trong tng lai. Vic xy dng thng hiu nhn lng HngYn khng ch gip khch hng ghi nhv sn phm nhn lng Hng Yn m cn gn kt h visn phm.

2. i vi ngi tiu dng

Vi ngi tiu dng, thng hiu xc nh ngun gc ca sn phm hoc nh sn xutca mt sn phm. Thng hiu c ngha c bit vi khch hng khi khch hng tm ra thnghiu c th tho mn c nhu cu ca mnh. Thng hiu cng l mt cng c nhanh chng, lcch n gin ho i vi quyt nh mua sn phm ca khch hng. Ngoi ra, thng hiu cxem nh mt cng c biu tng khch hng t khng nh gi tr bn thn, mt cm gicsang trng v c tn vinh.

Thng hiu gip ngi tiu dng rt ngn thi gian, gim thiu ri ro tm kim snphm ph hp. Nhn hiu nhn lng Hng Yn cng vi nhng yu tthng hiu khc cah thng nhn din thng hiu c thit k tt s gip ngi tiu dng nhanh chng nhn rasn phm cn mua trong mun vn cc loi nhn khc. Thng hiu nhn lng Hng Yn khi khng nh c cht lng trn thtrng s to cho ngi tiu dng tm l yn tm v cht

lng sn phm.3. i vi tnh Hng Yn v Vit Nam

Xy dng thng hiu nhn lng Hng Yn ng vai tr quan trng trong vic pht trinv khng nh v tr ca cy nhn lng trong vic chuyn dch c cu cy trng ca tnh HngYn. Thng hiu nhn lng Hng Yn l mt ti sn v hnh qu gi, ha hn mang li nhngc hi ln v nhng trin vng trong tng lai nh nhng c hi u t, c hi xut khu


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Thng hiu khng ch to nhng li th mi cho Hng Yn m cn to iu kin cho tnhmrng th trng tiu th nhn. Thng hiu khi c chp nhn, n s mang li cho doanhnghip kh nng tip cn th trng mt cch d dng hn, su rng hn ngay c khi l mtchng loi hng ha mi.

Thng hiu nhn lng Hng Yn to iu kin cho a sn phm nhn lng ra thtrngnc ngoi. Vit Nam cng thm phn t ho khi c thm mt sn phm c th qung b ra ncngoi. Khi nhiu sn phm ca Vit Nam c nhng thng hiu ni ting c khch hng cngnhn, uy tn ca nhng nh sn xut Vit Nam tng ln. y l iu kin cc nh sn xut, ccsn phm khc ca Vit Nam c chi tham gia th trng th gii.

IV. KINH NGHIM XY DNG THNG HIU MT S MT HNG NNG SNVIT NAM

1. Vi thiu Thanh H

Vi thiu Thanh H l mt c sn ca Hi Dng.Trc khi c ng k bo h nhnhiu, vi thiu Thanh H tng b lm dng danh ting, b pha trn nhiu loi khc nhau, lmgim uy tn, mt dn th cnh tranh. Ti cc vng sn xut vi thiu ngoi huyn Thanh H c

gi rhn vi thiu Thanh H, v thngay thtrng Thanh H, vi thiu Thanh H b phatrn kh ln (40%) [10]. C ba l gii cho hin trng ny: Thnht, do thiu qui hoch, qui msn xut nh khin ging b thoi ha. Thhai, trn th trng vi thiu khng c cc knhphn phi ring tng vng. Thba, cc chbun lm dng danh ting vi thiu Thanh H,nhng li mun gim gi mua d cnh tranh. gii quyt vn ny, Trung tm nghincu v pht trin h thng nng nghip (TTNC&PTHTNN) tnh Hi Dng a ra cc giiphp tng hp, kt hp ng b sn xut, tip th v pht trin. Bn cnh , Hip hi sn xutv tiu th vi thiu Thanh H phi hp vi Chng trnh Vit - c pht trin doanh nghipnh v va v Trung tm nghin cu v pht trin h thng nng nghip - Vin khoa hc Nngnghip Vit Nam, Sthng mi - du lch Hi Dng, Cng ty pht trin thng mi v xydng thng hiu Mai Asia Limited Hongkong (Mai Asia) ra chin lc tng th xy

dng thng hiu cho vi thiu Thanh H.ng k bo htn thng mi chng hng gi mo ng thi to iu kin thun

li tng cng qung b cho sn phm l bc i chin lc u tin.ngn chn sn phmgi mo thng hiu Thanh H, Hip hi ng k bo h ch quyn tn v lg Vi thiuThanh H, p dng cc bin php php l chng hng gi mo, a nhn thc n cng chng,trang b cc tiu chun chng hng gi bo hthng hiu. Khi khng cn b ln vi nhngloi vi khc tri ni trn thtrng, cng vi uy tn cht lng ca sn phm, vi thiu ThanhH duy tr gi +20%/ kg lun cao hn i th cnh tranh gn nht [10], k c v ma xu hoctt. n nay, vi thiu Thanh H c mt squy nh ring v cht lng, bao gm con du,bao b loi 2kg, nhn treo, tiu chun an ton (cho tng h sn xut, tng l hng, ngy thuhoch), nhn dn thng 30 kg, logo Hip hi...

m bo v nng cao cht lng cho sn phm Vi thiu Thanh H c coi l nhimv then cht nhm giuy tn cho thng hiu. TTNC&PTHTNN tnh Hi Dng gip cc nhsn xut thnh lp Hip hi nng dn chuyn nghip t chc sn xut, ch bin, nng caocht lng v qun l cht lng vi thiu Thanh H. u tin l xy dng quy trnh k thuttp th hp l, kt hp kinh nghim truyn thng vi k thut truyn thng vi k thut canhtc mi nh cn i gia phn hu c- phn v c, gia cc loi phn NPK, dng bin phpphng tr dch hi tng hp. Tip , o to nng lc ca ngi sn xut, trong bt buc


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cc h trng vi phi tun th quy trnh k thut. Hip hi c o to nng lc qun l snxut, cht lng sn phm, nh gi cht lng tng vn vi.

Pht trin h thng knh phn phi rng khp y mnh tiu th sn phm, khngnh v tr ca thng hiu Thanh H trn thtrng. Hi tho nng cao chui gi tr cho Vithiu Thanh H u nm 2006 hon thin cc gii php bng cch h trng dng cngngh ch bin, h trknh phn phi ring cho vi thiu Thanh H thng qua lin kt Hip hivi cc nh phn phi ln nh tp on Ph Thi min Bc, tp on Bo Thanh Tp.HCM,Cng ty Ho An H Ni, xy dng cc knh phn phi trong v ngoi nc. Nhvy,hin nay Vi thiu thng hiu Thanh H c mt ti hn 200 siu th trn cnc. [10]

2. Caf Trung Nguyn

C ph l mt loi mt hng nng sn rt ni ting ca Vit Nam, l mt trong 10 mthng xut khu ch lc ca nc ta. Tuy nhin, c ph Vit Nam ch yu xut khu di dngnguyn liu v cha c thng hiu. Trung Nguyn l cng ty tin phong i u xy dngthng hiu caf ca Vit Nam. Ra i v hot ng cha y 10 nm, Cng ty C ph TrungNguyn vi sn phm c ph thng hiu Trung Nguyn chinh phc c ng o ngitiu dng trong nc v th gii. Gio s Tim Larimer Trng i hc Columbia (M) vTrung Nguyn nh mt Starbucks Vit Nam. Nhng Starbucks phi mt 15 nm mi chim

lnh c thtrng trong nc v vn ra th gii. Trung Nguyn, mt thng hiu ch mi 10tui lm c iu k diu. t c thnh cng ny, kinh nghim xy dng thng hiuca c ph Trung Nguyn c th tm tt trong 3 yu t l: hnh nh thng hiu c nh vr nt trong tm tr ngi tiu dng, cht lng sn phm ph hp vi th hiu khch hng vlun n nh; qung b, bo vthng hiu c thc hin mnh v ng b song song vi thitlp mng li phn phi rng ri.

Hnh nh thng hiu Trung Nguyn c nh vr nt trong ngi tiu dng. Nhngyu tthng hiu c to dng chuyn nghip tlogo n khu hiu to hiu qu trong vicchuyn ti tnh cch thng hiu n ngi tiu dng.Biu trng ca thng hiu, bin hiu, bao

b sn phmc thit k hi ha v ng b vi nhau khin khch hng d dng nhn ra vphn bit nhn hiu Trung Nguyn vi cc sn phm c ph khc (Ph lc 4). Vi khu hiuKhi ngun sng to, Trung Nguyn khng nh bn sc ring ca sn phm ca mnh: nglc sng to chnh l iu cui cng Trung Nguyn mun em n cho ngi tiu dng ng sauly ca ph thm lng m bn sc Ty nguyn. Nhn hiu sn phm Trung Nguyn ngay t khimi ra i c cng ty ng k bo h ti Cc Shu Tr tu Vit Nam. L mt sn phm xut khu cng ty cn cn ng k bo hnc ngoi. Tuy nhn hiu Trung Nguyn tng bi tc Hoa K chi xunhng vi quyt tm khng mt thng hiu vo tay ith, lnh o cng ty kin tr theo ui v kin trong mt thi gian di nhm i li nhn hiuhng ha cho sn phm ca mnh.

Cht lng sn phm ph hp vi th hiu ngi tiu dng l tin xy dng uy tn chothng hiu Trung Nguyn. Mt sn phm tt trc tin phi tha mn ng th hiu ca ngitiu dng. lm c iu ny, Trung Nguyn y mnh cng tc nghin cu thtrng, tm ranhng gu thng thc caf ca khch hng. Trung Nguyn khng mong mun p ng tt cmi i tng khch hng ch bng mt sn phm duy nht, cng ty cung cp nhiu loi snphm khc nhau ph hp vi nhng i tng khch hng khc nhau. Song song vi vic tmhiu nhu cu ca ngi tiu dng, cng ty xc tin tm ngun nguyn liu caf Bun M Thutcht lng cao. Trung Nguyn ng k vi cc hnng dn thng xuyn cung cp c ph, thchin chng trnh sn xut c ph m bo cc yu cu: truy nguyn ngun gc sn phm, an


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ton thc phm cng nh vn thn thin i vi mi trng. Giy chng nhn thc hinchng trnh ny cn to iu kin thun li cho Cng ty thm nhp vo cc thtrng c phtruyn thng nh chu u.

Qung b, bo vthng hiu c thc hin mnh v ng b song song vi thit lpmng li phn phi rng ri khin danh ting Trung Nguyn c mt sc lan ta rng khp.Trung Nguyn hot ng kinh doanh theo nguyn tc nhng quyn thng hiu, pht trin mtmng li kinh doanh ph khp 61 tnh thnh Vit Nam vi gn 300 i l chnh thc ch trongmt thi gian ngn tnm 1998 n nay. Da vo nhng n lc gn b v bn b ca mng likinh doanh ny, Trung Nguyn pht trin c sn nh, lu di vi nim tin Tinh thn tpth lun vng mnh, Trung Nguyn t c vtr hng u trn thtrng c ph Vit Nam.Bn cnh , sc mnh ca qung co v quan h cng chng Cng ty rt coi trng tm nhhng ca qung co v quan hcng chng i vi thng hiu. Qu hc bng Khi ngunsng to

3. Bi hc kinh nghim

Qua phn tch cc yu t lm nn thnh cng ca mt sthng hiu ni ting, nhm tcgi rt ra c mt s bi hc kinh nghim nh sau:

Nm bt r nhu cu ca thtrng l vic lm then cht gip sn phm sn xut ratha mn ng th hiu v yu cu ca ngi tiu dng. lm c vic ny, ngi nngdn, doanh nhn, nhng nh khoa hc, cc c quan chc nng lin quan trong ngnh nng sncn phi nm c thng tin thtrng mt cch nhanh chng v chnh xc gip cho h xydng c mt tm nhn xa v nhng bin chuyn ca thtrng ng thi gip xy dng nhhng ng di chun b to nn nhng sn phm c gi tr cao v hiu qu nht lm nntng cho vic xy dng nhng thng hiu mnh cho sn phm nng sn. Cng tc bn hng cnphi c chun bchu o v hiu qu da trn nhng nm bt nhu cu ca thtrng thng quas h trca nhng doanh nhn trung gian am hiu cc nhu cu ca cc nh trng trt v nhu cuca ngi tiu dng bc cu gia cung v cu mt cch hp l nht.

Nhng sn phm tt nht cng khng th tto cho mnh vic xut hin n tay ca

ngi tiu dng c. Quan nim hu x tnhin hng mt kha cnh no , khng cnph hp vi nhu cu pht trin thng hiu hiu qu v nhanh chng trong hin trng cnh tranhkhc lit ca hm nay. Phi lm cho khch hng bit n sn phm v tin tng vo cht lngsn phm thng qua xy dng mt thng hiu mnh cho sn phm v c nhng bin php cng c pht trin thng hiu . Cn thit phi c nhng chng trnh o to nhn thc vcng tc khuyn khch ngi nng dn hiu c s quan trng ca vic xy dng thng hiumnh vi nhng sn phm c cht lng n nh v gi tr cng thm cao cng nh nhng chinlc phn phi v qung b hiu qu.

Nhng sn phm nng sn cn phi c to ring cho n mt linh hn gn lin vi lchsv truyn thng vn ha ca a phng qua vic xy dng hnh nh tt p nht, thuytphc nht n vi ngi tiu dng qua nhng thit k bao b hp dn li cun v nhng thngip qung b thuyt phc, to mt gi tr tinh thn duy nht ch c trong nhng sn phm y.

Xy dng thng hiu cho nng sn cn phi l mt chin lc phi hp ng b ca ttc cc khu t vic chn la ging cy trng, trng trt v chm bn, thu hoch v bo qun sauthu hoch. c mt trn thtrng cn xy dng c mt h thng phn phi rng ri n tayngi tiu dng mc tiu vi nhng sn phm c chn la kcng v c ng gi bao bhp dn ngi mua.


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Kinh nghim ca nhng doanh nghip c thng hiu nng sn thnh cng cho thy h lnhng ngi dm u t ton din cho mt chin lc pht trin lu di vi s kt hp chtch vi 6 nh nhng nh khoa hc, nh trng trt, nh phn phi, nh qung b, nh bng vc bit vi cc n vhnh chnh nh nc lin quan trong vic gy dng tn tui cho nng snca a phng hoc khu vc .

Tm li, xy dng thng hiu cho nhn lng Hng Yn l mt vic lm ht sc cn thit.Thng hiu nhn lng Hng Yn s em li li ch thit thc khng ch cho ngi dn aphng m cn cho ngi tiu dng trong cnc, gp phn y mnh qu trnh pht trin kinhtx hi ca tnh Hng Yn. Liu iu kin thc ta phng c cho php y mnh trngcy nhn? Xy dng thng hiu cho nhn lng Hng Yn l c mt tin trnh lu di, Chnhquyn a phng bc u thc hin c nhng g trong l trnh y? Chng II ca tislm r vn ny.

CHNG II

THC TRNG PHT TRIN SN XUT,

KINH DOANH V XY DNG THNG HIU

I. THC TRNG SN XUT

1. Din tch trng

Din tch trng nhn ca tnh Hng Yn khng ngng c tng ln qua tng nm do s chuyn i din tch t trng la sang trng cy n qulu nm (ch yu l nhn) Hin ti, tnhHng Yn c 7.500 ha nhn vi gn 80 vn cy, trong gn 70 vn cy cho thu hoch trong

tng shn 60.000 ha canh tc [13.4]. Trong c hn 3.000 ha trng tp trung, hn 4.000 hacho thu hoch. Din tch trng nhn tp trung ch yu cc huyn Tin L, Khoi Chu, n Thi,thx Hng Yn. Hin nay, cc ging nhn c ngi dn Hng Yn trng ch yu gm hainhm: Nhm 1, ging nhn ci chim khong 80% din tch, trong ging nhn lng chim 20-30%, nhn ng phn 10-15%; nhm 2, ging nhn nc chim khong 20% din tch; trong ,ging nhn thc, nhn tr chim 5% din tch.[13.2] Theo quy hoch pht trin cy n qu lunm tnh Hng Yn chn cy nhn (cy c sn truyn thng) s l cy ch lc chim khong60% din tch qu tp trung. [1] V th nng cao gi tr kinh t cho nhn bng vic xy dng


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thng hiu s gp phn lm cho cy nhn pht trin ng vi tim nng, v quy hoch m TnhHng Yn ra. (Ph lc 7: Mt s ch tiu qui hoch pht trin sn xut nhn ca tnh HngYn).

2. Nng sut

Vi nhng iu kin thun li v th nhng, t ai, kh hu cng nh con ngi nn cynhn lng Hng Yn cho nng sut rt cao. Nhng cy tui t 5 -10 tui cho sn lng trung

bnh 50-100 kg/cy. Nhng cy c tui cao hn 15 nm cho sn lng t 150-200 kg/cy.Theo kho st ca nhm nghin cu, cho ti thiim hin ti th khong 87,5% cy nhn chothu hoch (t 5 tui tr ln) trong tng s cc cy nhn ca tnh.Cy nhn c tui th cng cao thnng sut cng cao v n nh (Bng s 5). Nhng cy nhn chnh v cho nng sut cao hnnhng cy nhn chn sm. Nh vy, nng sut ca cy nhn ngy cng cao( t l thun vi tuith ca cy) s to iu kin thun li cho vic xy dng thng hiu cho nhn lng Hng Yn.

3. Sn lng

Do din tch t trng nhn khng ngng mrng v tui ca cc vn nhn ngy cngcao nn sn lng ca nhn lng Hng Yn ngy cng tng. Sn lng nhn trung bnh hngnm t 14-15 nghn tn. Nhng nm c ma (1999, 2004) sn lng nhn ln n hn 20

nghn tn tng gn 70% so vi nm 1997. Nm 2004, thu hoch khong 20-22 nghn tn[12].Nm 2005, sn lng nhn ca tnh t khong 15 nghn tn, gim gn 10 nghn tn so vtrc,do thi tit khng thun li. Nm nay, do nh hng ca ma axt nn nhiu vn nhn quurt t, v th don sn lng nhn nm nay cng khng cao hn nm 2005. Nh vy, sn lngnhn thu hoch khng u gia cc nm, chnh v th mun xy dng thng hiu nhn lngHng Yn cn m bo iu tit sn lng nhn n nh hn.

Bng s 2:Din tch v sn lng nhn ca Hng Yn qua cc nm 1997-2005

Nm 1997 1998 1999 2000 2001 2002 2003 2004 2005Din tch (trngtp trung) (ha)

1367 1410 1470 1502 1615 2384 2304 2480 2568

Sn lng (tn) 13000 7000 20000 12000 8000 17500 11000 22000 15000Ngun: Phn tch ngnh hng nhn tnh Hng Yn, SNN v PTNT tnh Hng Yn

Hnh s 1: C cu sn lng nhn theo ging

25%

30%5%

40%

Nhn ci

Nhn Hng Chi

Nhn ng phn

Nhn nc, nhn thc

Ngun: Phn tch ngnh hng nhn tnh Hng Yn, SNN v PTNT tnh Hng Yn

4. Chi ph sn xut

Chi ph sn xut chim khong t 15% trong tng gi tr thu hoch. Tuy nhin chi ph sn


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xut cn ph thuc vo rt nhiu yu tnh tui ca cy, hin trng vn nhn, thi imchm sc v mc u t. Nu so snh theo cc hth chi ph u t sn xut ca nhm h giubao gicng cao hn nhm h kh v h trung bnh.(Bng Ph lc)

Bng s 3: Chi ph sn xut nhn ti hai x Hng Nam v Qung Chu tnh Hng Yn

Chi ph sn xut/1 ha n v tnh X Hng Nam X Qung ChuChi ph bng tin 1000 13.818,92 6.488,89

Chi ph lao ng Cng 367,14 237,86

Ngun: Vin nghin cu rau qu, B Nng Nghip v Pht trin nng thn

5. Thu hoch

5.1. Thi gian thu hoch

Ma nhn Hng Yn ko di hn mt thng t gia thng 7 n ht thng 8. C bit cging nhn chn mun thi gian thu hoch sang u thng 9. Thi gian chn r vo 2 tun uthng 8. Thng thng, khi nhn chn c 70-80% ngi dn bt u thu hi v bn. mbo cht lng v hnh thc ca qu nhn sau thu hoch, khch n vn mua bao nhiu thngi trng nhn mi ct n . Thi gian thu hoch ngn nn n ma nhn, cn phi tng

cng qung b v y mnh tiu th cho sn phm mang thng hiu nhn lng Hng Yn trnh tnh trng ng sn phm. (Ph lc 8: Mt s hnh nh thu hoch v ch bin nhn).

5.2.Khu huy ng v thu mua nhn

Hu ht nhng vn nhn Hng Yn n ma u c li bun vmua em i tiu th.Nhng vn nhn ngon v ni ting (nhn Hng Chi v ng phn) nh nh ng Nguyn VnMinh, Trnh Vn Bn, Bi Xun Tm x Hng Nam, thx Hng Yn v mt vi vn nhnkhc trong Hip Hi nhn lng tnh Hng Yn u c bn thng qua cc hp ng tiu thphc v cc nh hng, khch sn, cc c quan, on th chnh quyn...hay tiu th trc tip nngi tiu dng a phng. Cc h c nhn cht lng kh n ma thng li n mua tiuth ti Hng Yn v cc tnh, thnh ph ln cn. Mt vi h chng tin hnh thu hoch sau

mang n cc u mi thu mua (cc i l do thnh vin hip hi nhn lng lp ra) hoc em rachbn. My nm gn y, ngi sn xut chng hn trong vic iu tit thtrng. Cca phng trong huyn m rng, nng cp cc chu mi, to mi iu kin thun li chot thng n a bn thu mua nhn. n ma nhn, vng nhn lng thuc huyn Tin L v TXHng Yn ht sc si ng. Ti hu ht cc im mua nhn, ngi mua ng gp 3,4 ln so vingi bn. y qu l mt tn hiu ng mng. Tuy nhin c th thy, khu huy ng v thu muanhn vn cn bt cp khi mnh ai ngi ny lm, v cn din ra ht sc manh mn. Chnh v thTnh cn c quy hoch c th trong phng thc thu mua nhn lng trnh hin tng cc libun thao tng th trng nhn lng.

5.3. Vn phn loi sn phm trong thu hoch

Hnh s 2: C cu sn phm tcy nhn lng Hng Yn


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89%

9% 1.00%

Nhn ti

Long nhn

Cc mt hngkhc

Ngun:Kt qu kho st thc t ti tnh Hng Yn ca nhm tc gi trong thng 07/2006

Hin nay, nhn lng Hng Yn c a ra thtrng di hai dng sn phm chnh lnhn ti (hng hoa) chim 89% sn lng v long nhn chim 10% tng sn lng. Cc snphm khc nh nhn ti ng hp ch chim cha ti 1% tng sn lng nhn ca tnh. V nhnlng c cht lng v bn c gi nn phn ln cc hu bn ti ch nhng qu nh th micho vo ch bin; tuy nhin vic ch bin v bo qun nhn vn cha c quan tm ng mc.

5.3.1. Nhn ti (hng hoa)

V chim ti 89% tng sn lng nhn thu hoch ca tnh nn c mi ma nhn v, mthng ny li nhn nhp kbn, ngi mua. Tuy nhin, cch tin hnh phn loi nhn hin ti vnch yu ph thuc vo ging cy, tui v cm tnh ca ngi thu mua nhn. Nhng h trngnhn lu nm cho bit, hin nay cc ging nhn lng u cho qu rt ng u v cht lng nnh, mu m p. V th nhng cy lu nm tui th cho cht lng qu ngon nht. Nhng qusng m, to, u, khng b su, nt th c em lm hng hoa. Nhng quny thng c trgi cao. Hu ht khi b nhn, nhng qu nh sc ring bn hoc lm long nhn.Theo thng k s b phn loi cht lng nhn trn nhng cy nhn lng th 75% sn lng nhnl loi tt (loi 1) vi t l 60-80 qu/ kg, ring ging nhn ng phn th 100 qu/ kg. Trong scn li th 15% l nt vv 10% l qu nh (nhn loi 2). T lny c biu din qua hnh sau:

Hnh s 3: T l qu nhn trung bnh theo bc phm cp trn mi cy

Ngun:Kt qu kho st thc t ti tnh Hng Yn ca nhm tc gi thng 07/2006

Gii thch cho iu ny, ng L Xun Tin, ch vn nhn ln c nhiu kinh nghimtrng nhn lu nm cho rng: Khi nhn chun bvo nc mt th gp phi thi tit nng nngko di lm qu nhn qut li, khng to ra c. Lc nhn vo nc mt nc hai li gp ma tolm cho ci nhn chn nhanh hn (nhiu nc hn), trong khi v khng kp ln nn xy rahin tng nt v hng lot. Theo c tnh c khong 15-20% nhn b nt, nhiu cy nhn ntchim n 30-40%. Thm vo cng do hin tng thi tit trn lm cho nm nhn b mc,

75%

15%

10%

Nhn loi 1

Nhn loi 2

Nhn nt, v


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lng nhn rng cng kh nhiu.

5.3.2. Long nhn

V nhn lng Hng Yn c mu m qup, bn hng hoa c gi cao nn ch c 10%sn lng ca tnh dng lm long nhn, s cn li cc ch ch bin long nhn phi nhp nhnrng t cc tnh khc min Bc nh Sn La, H Ty, Ho Bnh, Ph Th... Nhm tc gi cmt ti chDu, chu mi v nhn ti x Qung Chu, thx Hng Yn t rt sm, tnm

gisng khng kh ti ch si ng. Nhng chic xe my, xe -t ti t Thi Bnh, H Nam,Nam nh, H Ty, Ha Bnh, Sn La... ni nhau ko v ch. Nhng ng ch ch bin long nhn chsn mua hng. Anh Tin, chc sch bin long nhn c ting ti Hng Yn cho chngti bit: "Mi ngy chDu tiu th hng chc tn nhn, nhiu nht vn l nhn Sng M (SnLa) hay cn gi l "nhn rng". Gi nhn Sng M r nhiu so nhn Hng Yn. Nm trc, gianh ti ch bin c nm tn long nhn, tng ng hn 50 tn nhn ti.

5.3.3. Sn phm nhn ti ng hp

Vi nhn ti c ng hp sau khi bc v. V vy hnh thc bn ngoi ca v qukhng quan trng bng cht lng bn trong. Vi nhn ng hp, yu cu phi c cht lng bntrong: ci phi dy, trng trong v qu phi u.

5.4. Vn bo qun v chbin sau thu hoch

Bo qun sn phm ti: Nhn l mt trong nhng loi qu kh bo qun. iu kinca nc ta vo thi v nhn (thng 7- thng 8) nhn ch c th bo qun c trong thi giankhng qu 5 ngy nu khng p dng cc phng php bo qun bsung. C 3 phng php boqun c th p dng vi nhn l: bo qun lnh, Bo qun trong mi trng kh quyn ci bin,Bo qun bng phng php x l ho cht. Tuy nhin cc phng php bo qun nhn hin nayu c gi thnh cn cao nn hin ti cc h trng v kinh doanh nhn vn cha s dng rng ri.Do vn ko di thi gian bo qun ca nhn vn l ni lo ca ngi dn khi m sn lngqu nhiu trong mt thi gian thu hoch ngn. Vn bo qun cng cn c nhng ngitrng nhn lu tm khi mun pht trin thng hiu nhn lng Hng Yn ra th trng v iukin bo qun snh hng khng nhn cht lng ca qu nhn tiu th.

Chbin sn phm sy:C tnh Hng Yn hin c 2.006 l sy nhn th cng, vi lngtiu th mi l bnh qun 300 kg nhn ti/ngy [12]. Nh vy, nu cng hot ng, s l syny c tha ra thtrng hn su tn long nhn/ngy (10 kg nhn ti sy c mt kg longnhn). Cng ring Hng Yn, mi nm ngi ta lm ra khong 600 tn long nhn. x PhngChiu, Tn Hng (Tin L), Hng Nam (TX Hng Yn) c nhng thn c n 70-80% s h dnlm long nhn. Tuy vy trong sn xut long nhn vic u t khoa hc k thut chtlng long nhn ng u hn vn cn hn ch. Ch yu sn xut th cng nn vn v sinhan ton thc phm vn cha c m bo. Nhng h mnh dn u t l sy cng nghip khngnhiu v chi ph b ra ln (15-20 triu/l). Do cn c s h trv vn nng cao nng sutv cht lng nhn sy. (Theo kt qu kho st ca nhm thc hin trong thng 7 nm 2006)

Vic x l nguyn liu trc khi sy v xc nh nhit v thi gian sy thch hp snh hng nhiu n hnh dng, mu sc v cht lng ca long nhn. Ngay c vic ra ci nhncng c th lm nh hng n cht lng ca long nhn. Nhiu ngi sn xut khng nm ciu ny nn long nhn thng b mt v ngt, hoc qu nhn b bp, mo, trng rt thiu thmm. (Tham kho thm ph lc). V vy, SKhoa hc v Cng ngh cn ph bin k thut v quytrnh sy tiu chun n ngi sn xut nng cao cht lng v hnh thc ca long nhn trongqu trnh xy dng tiu chun cho cc sn phm mang thng hiu nhn lng Hng Yn.


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5.5. Vn ng gi sn phm

5.5.1. i vi nhn ti

Khu ng gi ch yu thuc v nhng li bun n mua hng. H thng t mangnhng bao b ca mnh n ng sn phm.

ng gi bng thng g:y l loi bao b ph bin do cc li bun mang xe v cungcp. Nhng thng g ny rt thun tin cho vic mang vc v d ch to nn c s dng nhiu.Thng th nhn c cht vo bao ti, cn ln ri ra thng g vc ln. Mt thng c thngc t 20-30 kg nhn ti (tuvo kch thc nhn). Tuy nhin, y ch l bao b bn ngoi chc tc dng cht xp khng th bo v qu nhn trong qu trnh vn chuyn khi va p, nt vv bo qun. Bn cnh , thng gny cng khng c k hiu nn khng thxc nh cc thngtin v sn phm cng nh xut x ca sn phm. Do hin ti bao b ny khng c tc dngtrong vic qung b thng hiu nhn lng Hng Yn.

ng gi bng thng carton: Hin ti thng cc- tng thng c s dng khi phn phisn phm n cc i l hoa qucc ch ln. Mt thng cc-tng ng c khong 20 kgnhn v c th ddng in v ng du ln bao b. Hin ti, cc thng cc-tng ny cha hcin nhn hiu ring, cha c thng hiu r rng m chc dng vi chc nng bo v v mang

vc. V th khi bn cc sn phm, Hip hi nhn lng Hng Yn cn phi hp vi cc h snxut c th cung cp bao b in sn logo, nhn hiu " Nhn lng Hng Yn" cho ngi mua nhn thun tin cho vic qung b thng hiu ca mnh.

5.5.2. i vi long nhn

Vic ng gi bao b i vi long nhn thng c cc c ssn xut ca tnh tin hnhtheo kiu "mnh ai ngi y lm". Long nhn thng c ng vo cc ti nilng (ti cht doPE, PP hoc PVC) theo trng lng (kg hoc 0,5 kg) hoc vo cc hp nilng cng. Nhiu c ssn xut chng bao m khng in hay km theo cc thng tin v sn phm trn bao b, nnkhi bn ra th trng ngi tiu dng khng th bit c sn phm c xut x tu. Do mun pht trin sn phm long nhn mang "thng hiu nhn lng Hng Yn" th cnphi phi hp vi cc c ssn xut trong vic thng nht tn nhn hiu v ng b bao bng gi sn phm. Tt c cc bao b s dng cho vic bao gi sn phm cn c gi sch s,m bo v sinh, an ton thc phm v ng tiu chun dng cho sn phm thc phm

6. Vn v sinh an ton thc phm v mi trng

i vi nhn ti: Cc h sn xut Hng Yn u cam oan rng vn vi phm vsinh an ton thc phm khng phi khu sn xut m khu tiu th. Vn v sinh an tonthc phm thng pht sinh khu bo qun, thuc v nhng li bun thu mua. Vic x l bngho cht khng ng cch l tng d lng ho cht c hi v c th lm nh hng n an tonsc khocon ngi. Chnh iu ny c thnh hng n uy tn ca nhn lng Hng Yn niting by lu nay. C quan c thm quyn trong tnh cn h trv gim st vic bo qunnhn sau khi thu hoch trnh nh hng n cht lng nhn lng Hng Yn.

i vi sn phm sy: y l vn nhc nhi nht ca cc l sy thcng trn a bntnh Hng Yn. Tnh trng chung ca cc l sy ny l khng t tiu chun v v sinh anton thc phm. Hu ht cc l sy u rt bi v bn, sy xong khng c ra sch s. Chngti n thm quan mt l sy nhn khi n cha i vo hot ng, mng nhn bm y cc khaysy v trng rt lem luc. c bit v nhn c bc ci v trong qu trnh sy sn phm khngc che y kn nn bi than v sn bn snh hng trc tip n sn phm.

xy dng c thng hiu nhn lng Hng Yntrong c long nhn th vn


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v sinh an ton thc phm trong khu ch bin cn phi c t ln hng u. y cng chnh lvn m Tnh Hng Yn, cc sv Hip hi nhn lng ang tp trung gii quyt. "Cn phic mt quy trnh trng nhn sch v sn xut nhn sch" nng cao gi tr ca cc snphm nhn v lng tin ca ngi tiu dng i vi cc sn phm mang thng hiu nhn lngHng Yn.

Qua kho st, nhm nghin cu nhn thy nhng nguyn nhn ch quan ln khchquan ca tnh trng ny : Thnht, ngi dn cha c vn u t l sy cng nghip. Mtl sy tr gi 15-20 triu ng l c mt vn i vi ngi sn xut trong khi h ch s dngtrong hn 1 thng ca mt nm. Thhai, ngi sn xut vn cha nm r c quy trnh synhn hiu qu. Nhiu h thy sn xut long nhn "c li" l x i xy l thcng d cha ckinh nghim g. Chnh vic sn xut x bkhng c nh hng dn ti cht lng khng caoca long nhn. Thba, tnh cha c quy hoch v h trnhiu cho cc h sn xut. Tnh trngsn xut trn lan s cn trcho vic nng cao cht lng v v sinh an ton thc phm ca ccsn phm v cng sgy kh khn cho vic xy dng thng hiu nhn lng Hng Yn sp ti.

Cc sn phm chbin khc tnhn: Nhng sn phm ny chim t trng qu nh trongtng sn lng nn gn nh khng ng k. Do ngun cung v nhn lng cn t v v nhn chko di 1 thng nn nguyn liu ch bin cng khng . Hu ht cc sn phm ng hp

cng ch c lm th cng ti h gia nh ri ng l v nhn mc ti nh my, hocxng ch bin. V th, cht lng ca cc sn phm ny vn cha tiu chun xut sangnc ngoi. y cng l iu d hiu khi m thtrng chan nh v doanh thu ca cc c ssn xut rt thp. Cc nh my ny u vng phi mt vn l thiu vn, thiu thtrng tiuth chnh v th m khng c quy trnh sn xut khp kn v hin i do cht lng sn phmkhng m bo, cui cng cng khng tiu thc. Do , tnh Hng Yn cn c gii phptrong vic pht trin cc ch phm t nhn trong l trnh xy dng thng hiu nhn lng.

Tm li, qua kho st thc t v phn tch trn, chng ta c th thy cc loi bao bang c sdng cho nhn lng Hng Yn u l bao b vn chuyn chcha phi l baob thng mi. Chc nng ch yu ca nhng bao b ny l m bo cho sn phm khng bri vi trong qu trnh vn chuyn m thi chcha pht huy cc tc dng khc ca bao b nh

qung co, chng minh xut xv thng hiu. Nhiu loi nhn t cc tnh khc vn cc raobn vi xut x nhn lng Hng Yn nhng iu ny ngi tiu dng cng khng th kimchng ni v n gin nhn lng Hng Yn cha c g t gii thiu c tr ci v ca mnh vivai tr l mt loi bao b tnhin. y l mt vn cn phi c khc phc trong vic xydng thng hiu nhn lng Hng Yn. Ngay t by giHip hi nhn lng Hng Yn cnphi sn xut, ng k v quy chun nhng loi bao b c khnng khng nh xut x,thng hiu ca nhn lng Hng Yn trnh cho ngi tiu dng phi tiu th hng gimo v trnh thng hiu nhn lng Hng Yn b sdng mt cch trn lan, ba bi.

II. THC TRNG KINH DOANH NI A V XUT KHU

1. Kinh doanh ni a

1.1. Knh tiu th ni a

- Knh tiu th 1: Knh tiu th sn phm nhn n ti. Ti knh ny c 2 lung tiuth sn phm:

(1): Tiu th trc tip t h sn xut n ngi tiu dng chim 30% tng sn lng nhnhng nm v hu ht l nhn ngon, nhn loi 1(Nhn lng, nhn Hng Chi...). Vic mua bn


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din ra ti nh ngi trng nhn. Ngi tiu dng l ngi dn a phng hay ngi mua t ccthnh ph ln (H Ni, Hi Phng, Qung Ninh). H l nhng khch quen, bit ting tm v chtlng nhn ca nh vn. Do , knh ny l knh tiu thn inh v d qung b thng hiunhn lng Hng Yn nht v c s tin tng v trung thnh ca khch hng.

(2): Tiu th qua thng li v cc h thu gom chim 30% tng sn lng nhn hng nm.Sn phm tiu th qua knh ny ch yu l nhn loi 2 c cht lng kh, i tng tiu th lkhch qua ng, ngi dn trong tnh v cc tnh ln cn (Nhn bn trn quc l 5). Sn phmthng c bn ti cc chln cc tnh.

- Knh tiu th 2: Knh tiu th nhn ch bin: chim 40% tng sn lng nhn hngnm. Sn phm cho knh ny ch yu l ging nhn ci, nhn thc, nhn nc hay nhn loi(nhn loi ngon loi ra) ch bin long nhn. Sn phm c tiu th bi thng li v cc hthu gom vi khi lng ln. (Ph lc 6: S cc knh tiu th nhn tnh Hng Yn)

Theo kho st, hin ti vic a nhn vo tiu th ti cc siu th rt kh v sn phmkhng c c sng u theo yu cu, nu t th sn lng li khng ln v quan trng hnvic phn loi v chng minh cc loi nhn cha c thc hin.

1.2. Thtrng tiu th ni a

Vi nhn n ti, th c tiu th trong thi im t 35 n 50 ngy ca v thu hochnhn. Thng qua cc knh tiu th trn th lng nhn tiu dng ti a phng ch chim mtlng nh cn phn ln th tiu th ti cc tnh v thnh ph ln trong khu vc. Khong 40% snlng nhn qu ca tnh Hng Yn c s dng ch bin long nhn. Do sn lng nhn lngsn xut ra ch chim 20%-30% tng sn lng nhn ca tnh Hng Yn nn hin ti nhn lngvn cha p ng nhu cu trong nc. Sn phm mi c tiu thcc tnh thnh phln cn nh H Ni, Hi Phng, Nam nh, Hi Dng, H Ty, Thi Bnh... V thtng snlng nhn lng mi ngi dn khp cc tnh trong cnc c thng thc hngc cht lng cao l vic lm cn thit qung b thng hiu nhn lng Hng Yn. ivi long nhn, slng tiu th trong nc rt hn ch.

2. Kinh doanh xut khu

i vi nhn ti, mt hng nhn ti hu nh cha c xut khu ra nc ngoi phnln l do cha c bin php bo qun thch hp. Gim c Trung tm xc tin thng mi v dulch Hng Yn Nguyn nh Hip cho bit: Tnm 2002, trung tm xut khu khong 5 tnnhn quti sang CHLB c v nm 2003, tip tc xut khu thm 10 tn na. Trung tm cng cho hng n 10 nc thuc khi ASEAN v cNam Phi, nhng thtrng tiu th ch yuvn l Trung Quc do vtr a l gn vi nc ta. Mt kh khn na l khi xut khu nhn cata vn cha c thng hiu v tiu chun cht lng nn rt kh c th xut khu nhiu sang ccnc khc.

i vi long nhn, long nhn ca tnh vn chc xut khu tiu ngch sang TrungQuc, ngoi ra cng c xut sang Hn Quc nhng slng rt hn ch . C th thy thtrngtiu th mt hng ny vn cha a dng v chnh v th ri ro rt ln nu thng nhn TrungQuc p gi hoc ngng nhp long nhn ca ta. Chnh v vy, nhng ch l sy Hng Yn rtmong c doanh nghip ngoi thng ng ra tm thtrng tiu thcho cy nhn. a dng hoth trng chnh l gii php an ton v thtrng cho mt hng long nhn trong qu trnh xydng thng hiu nhn lng Hng Yn. Do , cn phi c cng tc xc tin thtrng hiu quca cc s, ban ngnh tnh Hng Yn c bit l SThng Mi v Du lch.


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610

13 1517

20

0510152025

1997 2001 2003 2004 2005 2006

Nm

Nghnng

Gi nhn

Bng s 4:Sn lng nhn xut khu ca Hng Yn (1997-2003)n v tnh: tn

Nm 1997 1998 1999 2000 2001 2002 2003Nhn ti 103 17 109 81 6 6 10Nhn kh 17.9 12 105 146 100 - -

Ngun:Bo co ban u tnh Hng Yn thng 10/2005

Hnh s 4:C cu thtrng tiu th ca nhn ti v long nhn

C cu th trng long nhn

25%

60%

10%5%

Trong nc

Trung Quc

Hn Quc

Cc nc khc

C cu th trng nhn ti

73%

20%

5% 2%

Trong nc

Trung Quc

c

Asean v NamPhi

Ngun:Phn tch ngnh hng nhn tnh Hng Yn, SNN v PTNT tnh Hng Yn

3. Thc trng gi c trn thtrng

Nhng nm gn y, gi c khng cn l mt ni lo ca nhng ngi trng nhn khi ginhn c xu hng ngy cng tng. Khong tnm 2001- 2003 th gi nhn ti trung bnh l10.000 ng/ kg. Nm 2004, gi nhn ch khong 13.000 ng/ kg th nm 2005 gi tng ln16.000 -17.000 ng/kg cn nm nay don gi c th ln ti t22.000 n 30.000 ng/kg.Nhng vn cn ni bc xc khi phn ln li nhun li ri vo nhng ngi kinh doanh mthng ny ch khng phi ngi sn xut trong khi h li l nhng ngi vt v "mt nng haisng" lm ra sn phm. Chnh v th xy dng thng hiu nhn lng Hng Yn cho chnhnhng ngi sn xut l vic lm thit thc nhm bnh n gi c trn th trng, trc tip lm

giu cho nhng ngi trng nhn bng cch nng cao gi tr kinh t cho sn phm m h lm ra.

3.1. i vi nhn ti

i vi nhn ti khi xt n gi thnh c th chia lm ba loi vi ba loi nhn : nhn"hng hoa c bit" (chng loi nhn ngon gm ng phn v Hng Chi) gi thng dao ngt16.000 n 20.000 ng/ kg; nhn cht lng kh (nhn cht lng va phi) gi thng t9.000 n 12.000 ng/kg. Nhn cht lng thp hn (nhn ci, nhn nc, nhn thc) dng ch bin lm long nhn, gi bnh qun t4.000 n 6.000 ng/kg. Tuy nhin, gi nhn li thayi i vi tng thi im trong ma v. Theo kho st ca nhm chng ti khi xung cc vn

Hnh s 5: Gi nhn lng tnm 1997 n 2006 ( 2006 don)


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nhn Hng Yn th 1 thng trc khi v nhn bt u th cng c h bn nhn chn sm. Ginhn u v bao gicng cao thng t45.000 ng n 50.000 ng/kg. Gi nhn chnh vthng t 17.000 - 22.000 ng/ kg. Cn gi nhn cui vthng t 20.000 - 25.000 ng/ kg.

Gi cng cn ph thuc vo nhiu yu tkhc nh sn lng nhn hng nm thu c.Nu nh nm ngoi, gi nhn chnh v l t17.000 n 20.000 ng/ kg th nm nay do m t sx b mt ma ( chu nh hng bi ma axt) th don gi nhn nm nay s tng ln t 22.000n 30.000 ng/ kg.

3.2.i vi nhn sy

Nhn sy th c hai loi: nhn sy c v v long nhn (bc xoy nhn ly ci ri sy).Nhn sy c vthng c gi t15.000 ng n 20.000 ng/kg. i vi gi nhn lm long thcng khng dao ng nhiu. Do cy nhn Hng Yn c cht lng cao, sn lng n nh nnhu ht cc hu bn ti. Ch c 10% sn lng trong s nhn thu hoch c bn lmlong. Nhn lm long Hng Yn ch yu l nhn rng, nhn c chuyn v t cc tnh khc nhSn La, Tuyn Quang, Thanh Ho...Gi nhn ti lm long thng t 3.000 - 5.000 ng/ kg.Sau khi sy ra long th c n 80% "n chc" gi long st n 50 ngn ng, 60% t trn 60ngn /kg. V vy nn c dn trng nhn v nhn dn vng nhn cng x vo sy. [13.6]Githnh phm li lin tc bin ng, v dnh vnhn nm 2004, u v gi bn long nhn ti

ng ng l 30 nhn dn t/kg (tng ng 70 nghn ng/kg) th hai tun sau gi h xungch cn 26 nhn dn t/kg.

4. Mt s nhn xt

T thc trng c cu thtrng ca nhn lng Hng Yn ta c th thy sngho nn vthtrng tiu thcng nh smt cn i trong bn thn cc thtrng ny. Nhn lngHng Yn ch c hai thtrng tiu th chnh l thtrng trong nc v thtrng Trung Quc.Hin ti, gi cthtrng trong nc vn c thiu tit ckhi m lng ngi mua vnng hn ngi bn v cht lng ca nhn lng Hng Yn hn hn cc loi nhn cc tnhkhc. Tuy nhin, ng lo ngi nht khi gi cv lng long nhn tiu th li ph thuc phnln vo thtrng chnh l Trung Quc. Cc con bun Trung Quc thng xuyn s dng cc

mnh kho p gi, c bit l gi long nhn ln cc ch hng Vit Nam lm cho gi long nhnlun c xu hng gim. Mt phn ca hin tng "b nhiu trng vo mt gi" l do nhn lngHng Yn vn cha c thng hiu nn hu ht phi xut khu qua ng tiu ngch qua TrungQuc. Cc doanh nhn Trung Quc sau li ng gi v s dng nhn hiu ca h xut sangcc nc khc trong c c Vit Nam. Chnh v iu ny m nhng ngi sn xut HngYn rt bc xc mong mun thng hiu "nhn lng Hng Yn" nhanh chng c xydng h c th trc tip xut khu sn phm sang cc nc khc ch khng phi thngqua cc trung gian Trung Quc.

III. THC TRNG XY DNG THNG HIU CHO NHN LNG HNG YN

1.Nhn thc v xy dng thng hiu ca Chnh quyn a phng

Theo quan im ca Chnh quyn tnh Hng Yn v S Khoa hc v Cng ngh tnhHng Yn, lm nn thng hiu cho nhn lng tnh Hng Yn cn hi t 3 yu t: chtlng sn phm cao, quy trnh k thut thm canh tin tin v tuyn truyn qung b rng ri.Mun thng hiu bn vng th phi da trn 3 nn tng vng chc , cc hot ng xy dngthng hiu c trin khai gn lin vi quan im ny. Nhim v xy dng thng hiu nhnlng Hng Yn khng phi l nhim v ca ring mt c nhn hoc t chc no nhng xt v


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kha cnh php l th phi c 1 t chc ng ra chu trch nhim ng k v pht trin thnghiu. Chnh v th Hip hi nhn lng Hng Yn c thnh lp thng 12 nm 2004 nhntrng trch ng k nhn hiu nhn lng Hng Yn v Hip hi cng l n v shu thnghiu ny. Hin ti Hip hi thu ht c 60 thnh vin tham gia v ch tch ca Hip hi ngthi l Gim c SKhoa hc, Cng ngh v Mi trng nn vic xy dng thng hiu caHip hi sc s gip rt ln t pha sKhoa hc.

2. L trnh xy dng thng hiu nhn lng Hng Yn

Mc ch ca vic xy dng l trnh xy dng thng hiu l vch ra k hoch, ng liv chin lc trng tm cho vic qun l thng hiu, ng thi to nn tng vng chc gip nhqun l thc hin ng b mi hot ng lin quan n thng hiu . Skhoa hc v Cngngh tnh Hng Yn phi hp thc hin cng T chc Hp tc K thut c GTZ a ra ltrnh xy dng thng hiu nhn lng Hng Yn gm 5 giai on chnh:

Giai on 1: H trkho st nh gi nhu cu thtrng

Mc ch: Bit c cc yu cu ca thtrng v ngi tiu dng v slng, thi imcung ng v cht lng sn phm, nhm gip cho cc n v sn xut c c snh hng snxut v ci tin k thut

Thi gian thc hin: 4/20064/2007Giai on 2: H trxy dng cc chi hi nng dn, h ch bin v thng mi

Mc ch: a ngi sn xut, ch bin v tiu th vo cc t chc thng nht, nng cao tnhhiu qu v chuyn nghip ca cc t chc ny.

Thi gian thc hin: 4/20068/2006

Giai on 3: H trxy dng h thng qun l cht lng trn c squy trnh kthut tp th

Mc ch: Lm c skim tra cht lng sn phm nhn bng cc tiu chun cht lng,m bo cht lng sn phm bn ra trn thtrng t tnh thng nht, bo vthng hiu nhn

lng.Thi gian thc hin: 8/20068/2007

Giai on 4: H trtiu th sn phm Nhn lng Hng Yn

Mc ch: Tm thtrng tiu th cho sn phm nhn. Ch trng vo cc thtrng mitrong v ngoi nc.

Thi gian thc hin: Thng 8/20068/2007

Giai on 5: H trdn ca Tnh chun bng b v bo h sn phm tn gixut x.

Mc ch: Hon tt hs v cc th tc ng k bo h tn gi xut x cho sn phm vhon thnh vic ng k thng hiu.

Thi gian thc hin: Thng 12/200612/2007

3. Quy trnh xy dng thng hiu nhn lng Hng Yn

3.1. To dng cc yu tthng hiu

3.1.1. Tn thng hiu


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Tn thng hiu "Nhn lng Hng Yn" l cch ng k tn thng hiu da vo adanh. V tn thng hiu l yu tu tin v quan trng nht to nn khnng nhn bit, ginh, phn bit v nh hng cho khch hng tm n mua v s dng sn phm nn vic lachn tn ph hp v c ngha l ht sc quan trng. Ban u, theo Gim c Nguyn HngMnh ch tch Hip hi nhn lng Hng Yn, kim Gim c SKhoa hc Cng ngh v Mitrng c nh ly tn "Nhn lng Ph Hin" ng k v nhn lng xut hin u tin ph Hin, th ph ca cy nhn. Hin ti cha ph Hin vn cn cy nhn tc nin i gn

300 nm, v tlu a danh ni ting v cng tng nc ting vi cu ni " Th nht kinh k,th nh ph Hin". Ngoi ra a danh Ph Hin cng gn lin vi mt tch c "nhn tin vua" .Tuy nhin, nhn lng Ph Hin ch l mt a danh nh hp trong khi ngha ca vic ng knhn hiu l mun qung b c sn nhn lng Hng Yn ti thtrng trong nc v mrngqui m trng nhn trn a bn tnh Hng Yn. V mc ch m vic ly tn thng hiu "Nhn lng Hng Yn" l mt s la chn ht sc ng n. Trong quy hoch ca tnh cy nhn tr thnh cy trng ch lc trong cc cy n qu lu nm (chim hn 60% din tch cy nqu). Ngi tiu dng cnc tlu bit n nhn lng Hng Yn v th vic ng k tnthng hiu "Nhn lng Hng Yn" l pht huy tn thng hiu tng ni ting trn thtrng v l s hp thc ho thng hiu ny, bo v n khi bnh cp.

3.1.2. Logo

Logo ng k cng thng hiu nhn lng rt c ngha. Ban u, Hip hi cng c nh a chm nhn ln logo ca mnh nhng n vn cha th hin ht nhng c trng v xutx nhn ca Hng Yn v th Hip hi thay i v a ra mt lg mi. Hnh nh mi chaph Hin xut hin trong logo vi ngha gi nhn ci ngun ca cy nhn l cha phHin - ngi cha cch y 300 nm mc ln mt cy nhn - t tin ca cy nhn lng HngYn ngy nay. Ph Hin ngy xa ch cn li hin din li ngi cha, di tch ca lch s v thigian. Hnh nh 2 chm nhn c vcch iu gi nhn tch c "nhn tin vua". Hnh nh haichm nhn va dng ln cha, va dng ln vua. Mu sc c s dng trong logo baogm 4 mu: vng, nu t, xanh l cy v l nhng mu rt c trng ca nhn.

Hnh s 6: Logo Nhn lng Hng Yn

3.1.3. Khu hiu

Vi khu hiu " Hng v tin vua", Hip hi nhn lng mun tng khnng nhn bit vlu li cm nhn v sn phm trong tm tr khch hng bi l y chnh l c trng v tiuchun m sn phm mun hng ti. "Hng v tin vua" cng th hin c s khc bit vtruyn thng, hng v ca nhn lng Hng Yn so vi nhn cc tnh khc. Ngi Hng Ynvn thng gi Tri tim ca vng nhn l cy nhn t300 nm tui ti cha Hin (phngHng Chu, TX Hng Yn) ; mt linh vt trong i sng lao ng ca h, mt minh chng chonhng thng trm ca ngh trng nhn. Ngy xa qu nhn ca cy nhn t chc dng dng ln vua cha v dn cng khng c php n nn "hng v tin vua" nhm gi nhn


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hng v c truyn ca nhn lng Hng Yn, n vn ngon, ngt, mt v ni ting nh xa. Khuhiu ny cng l mt s cam kt ca nhng ngi sn xut v cht lng ca sn phm.

3.1.4. Bao b

Hip hi nhn lng Hng Yn in bao b ring trong vic tiu th sn phm. Bao b lti nilng c in hnh nh chm nhn, tn hip hi, a ch... Ngoi ra, i km vi mi chm nhnu c nhn hng gm logo, tn thng hiu cng tn ca ngi trng nhn, ngy thu hoch v

hn s dng. y l mt tin b rt ln trong vic tiu thnhn v trc y nhn lng khi xuti u khng c bao b, tn ngi sn xut v hn s dng, v thm ngi tiu dng khng thphn bit u l nhn lng chnh hiu, u l nhn lng gi m ch bit tin vo ngi bn. Vica ra bao b cng cc thng s v sn phm lm tng uy tn v stin tng trong ngi tiudng, v hyn tm hn khi mua sn phm.

Hnh s 7: Nhn hng

3.2. ng k bo h nhn hiu Nhn lng Hng Yn

3.2.1. Thnh lp Hip hi nhn lng

Hip hi sn xut nhn lng Hng Yn c thnh lp theo Quyt nh s 3110/ Q -UB ngy 08 thng 12 nm 2004 ca UBND tnh Hng Yn, vi vai tr trgip ngi nng dn

pht trin, bo tn sn xut v tiu th sn phm nhm i n xy dng thng hiu cho nhnlng Hng Yn. Hi t chc l ra mt, a ra iu l v qui ch hot ng, tch cc tuyntruyn, vn ng thm nhiu thnh vin gia nhp hip hi c mt tp on mnh ca nhngngi trng nhn. Hi nhn lng Hng Yn thu ht 60 hi vin tham gia, ch yu l nhng hsn xut kinh doanh v trng nhn c kinh nghim, sn phm t cht lng cao, c vn nhnqui m ln, tp trung ch yu cc vng trng im nhn nh thx Hng Yn v cc huynTin L, Khoi Chu, Ph C, n Thi. Hin ti, thnh vin ca Hi nhn lng gm ba i tngchnh: nhng ngi trng nhn, sn xut cy ging, nhng nh kinh doanh nhn v nhng ngisn xut v ch bin nhn. Ngoi vic trin khai tt cc nhim v gip hi vin trao i kinhnghim trng, chm sc, thu hoch nhn, Hi cn y mnh vic xy dng thng hiu.

Hip hi nhn lng Hng Yn di s bo trca SKhoa hc v Cng Ngh ng rang k nhn hiu "Nhn lng Hng Yn - Hng v tin vua" cho cc sn phm nhn ti,long nhn v nhn ng hp. y l hot ng xc tin thng mi ban u nhm xy dngthng hiu v qung b sn phm nhn lng Ph Hin ra th trng.

3.2.2. Hon tt th tc ng k nhn hiu

n thng 1-2005, vic ng k thng hiu "nhn lng Hng Yn" hon tt hsvchCc Shu tr tu cng nhn. Thng hiu nhn lng Hng Yn squy nh rt r v biutng, ngy, thng v ni sn xut. Thng 03 nm 2005, Hip hi hon tt h s ng k


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thng hiu gi ln Cc shu tr tu chph duyt. Theo qui nh, thi gian xem xths l 1 nm, trong 3 thng xem xt hnh thc v 9 thng xem xt ni dung. Nhm nghincu c bui phng vn ng Nguyn Hng Mnh, Gim c SKhoa hc v Cng ngh tnhHng Yn, Ch tch hip hi nhn lng Hng Yn v c bit "tuy ht thi hn theo qui nhnhng Cc Shu tr tu vn cha hon thnh xong th tc xt duyt". Do s chm tr ny, nthi im hin nay, nhn hiu nhn lng Hng Yn vn cha ng k xong. Theo php l,Hip hi nhn lng Hng Yn l ch shu ca nhn hiu ny. Nhng thnh vin trong hip hi

rt mong thng hiu sc ng k kp n lc thu hoch nhn, thng hiu c thc sdng. Hin ti nhng thnh vin c nhng cy nhn trong vn t tiu chun cht lng trongng k nhn hiu bt u s dng thng hiu ny tiu th nhn, song slng mi chdng li 3 thnh vin.

Nhng thnh vin ca Hip hi khi s dng nhn hiu phi m bo cht lng nhn theong tiu chun cht lng m Hip hi ra. Nhng thnh vin c th ly nhn ca mnhhoc thu mua t nhng ngun tin cy khc min sao nhn t tiu chun. S thnh vin khimtn ca Hip hi l mt hn ch trong vic hot ng v xy dng thng hiu. thng hiuny pht trin, Hip hi cn c cc hot ng thu ht thm nhiu hi vin tham gia, cng gpphn khng nh thng hiu nhn lng Hng Yn trn thtrng.

3.3. m bo v nng cao cht lng sn phm3.3.1. Xy dng h thng tiu chun cht lng

Nhng sn phm mang thng hiu nhn lng Hng Yn phi m bo cc tiu chuncht lng sau y:

Nhn qu ti : Qu trn to gn nh qu vi thiu, c y hm lng cht dinhdng vi cc loi vitamin. Ci nhn khi ti c 77,15% nc, tro 0,01%, cht bo 0,13%,protit 1,47%, hp cht c nit tan trong nc 20,55%, vitamin A v B. Hm lng ng trongci phi t trn 20%, t lci trn 60% ( thng l 63,25%), qun gin, ngt thm mt. Cidy, mi lng vo nhau rt r, trn mt ci nhn c nhiu ng gn ni xp chng cht, c cinh vy rng trng lng qu t 12-17g/qu, ht mu en trng lng khong 2g, trng lng

di 70-80 qu/kg i vi nhn lng, nhn ng phn 90 qu/kg, v mu m, qu c v mng,gin dtch, mu sng p[13.4]

- Long nhn (cn c tn l l chi n, l chi) l o ht phi hay sy kh na chng caqu nhn. Sd c tn gi ny l v ma nhn n ngay sau khi ma vi ht nh ngi hu cntheo ch nhn (l chi l qu vi, n l ngi hu cn). Tn long nhn v ging mt con rng (longl rng, nhn l mt). Ci kh (long nhn nhc) cha 0,85% nc, cht tan trong nc 79,77%,cht khng tan trong nc 19,39%, i tro 3,36%. Trong phn tan trong nc c glucoza 26,91%,sacaroza 0,22%, axt taetric 1,26%. Cht c nit 6,309%. Tiu chun ca long nhn l phi khro, khng dnh tay, hnh dng trn u, do, dai, mu vng sng nh hphch, hng v ngtm thm c trng; hm lng ng t t62 n 65%, m 16,5%, hm lng protein 4,5n 5,5% [13.4]

3.3.2. La chn b ging tt v xy dng vn m bo tn ging

Xy dng thng hiu th gc ca thng hiu l cht lng, m cht lng cy nhn btngun t b ging tt, do tuyn chn c b ging tt l vic lm u tin trong l trnh xydng thng hiu "Nhn lng Hng Yn".

La chn b ging tt trn a bn tnh: Sau 9 nm (tnm 1991-1999) theo di v nhgi 25 vn cy trn a bn tnh Hng Yn, SKhoa Hc v Cng Ngh chn ra 275 cy tt.


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Tip tc theo di cc cy ny v sn lng, nng sut v cht lng, khnng u qu, t l ci,t lng ca cc cy nhn, th nm 1999, ln u tnh Hng Yn t chc bnh tuyn cc cynhn qu c nng sut cao v cht lng tt. T chc hi thi bnh tuyn ging nhn lng thi trong3 thng lin tc ca ma nhn nm 1999, SKhoa hc Cng nghv Mi trng chn rac 39 cy u dng trong c 11 cy c cng nhn l ngun ging ca quc gia i dincho 3 tr : chn sm, chnh v v chn mun. Hi thi bnh tuyn cy nhn u dng c tchc tnm 1999 n nay. C2 nm mt ln hi thi bnh tuyn cy nhn li c t chc bu

chn ra nhng nhn qu. y cng l dp nhng ngi trng nhn trao i kinh nghim snxut vi nhau.

Xy dng vn m bo tn ging: Qu trnh ny bao gm vic bo tn ging gen, tom hnh ph bin k thut: trnh din k thut thm canh, to ngun mt nhn ging. 39 cynhn u dng vi cc tiu chun: ng t 19-23%, ci dy v gin, trng lng t t 50-80 qu/kg, nng sut cao n nh bo tn ngun gen hin ang c chm sc ti vn cyging ca SKhoa hc-Cng ngh. Tnm 2000 n nay, tnh Hng Yn xy dng khu vnrng 1 ha lu gi gen ging nhn qu tcc cy nhn u dng, c chn lc qua hi thi bnhtuyn, mi nm nhn c hn 1 vn cy ging qu bo m cht lng phc v cho vic thayth nhng cy nhn tp.

Tnh cng cho php xy dng mt svn nhn im trong cc h trng nhn chtlng cao hun Tin L v thx Hng Yn. SNng nghip tnh Hng Yn ang trin khaithnh cng m hnh xy dng vn m ging nhn lng c sn. Ngi dn tham gia m hnhc cp kinh ph h tr, hng dn k thut chn cy ging, m cy con, cch ghp, chm scv phng tr su bnh. Tng scy nhn c ghp l 15.000 cy. Sau khi ghp, cc cy gingu t cht lng tt, t l xut vn t trn 80%, cy kho khng su bnh, thch nghi vingoi cnh. n nay ton tnh xy dng c hn 100 vn m, vi gn 100.000 cy nhnlng c sn[13.7].

SKhoa hc cng nghv mi trng tnh Hng Yn phi hp vi Vin Nghin cu rauquTrung ng xy dng thnh cng m hnh thm canh v lu gi cc ging nhn lng ut thuc d n "Xy dng m hnh ng dng khoa hc cng ngh pht trin nhn lng Hng

Yn" trong 3 nm (2000 - 2003). Vi mc ch bo tn v pht trin ngun gen cc ging nhnlng qu, vic xy dng m hnh c thc hin trc tip ti 34 hgia nhc vn nhn lunm. Cc chuyn gia chn ra cy nhn qu u dng ca mt s h, hng dn k thut nhnging; chn, lm t, gieo m cy gc ghp, chn cnh, ly mt ghp... Kt qu, cc h snxut c 2,5 vn cy ging c cht lng gm 400 cnh chit v 2 vn cy ghp, phc v chovic nhn cc loi ging nhn c cht lng trong ton tnh.

3.3.3. Ci tin quy trnh kthut thm canh

3.3.3.1. Tm ra nguyn nhn cch nm ca nhn

C nhiu nguyn nhn ca hin tng ra hoa cch nm ca cy nhn nhng ch yu l dohai nguyn nhn: Thnht, thu hoch khng ng cch: B cnh khi thu hoch nhn th b mtlc thu nn v sau cy nhn khng ra hoa . Thhai, vo nm ma ng m v m khin cy nhnra lc ng, khng gic v khng u hoa, dn n khng c qu cho v nhn

3.3.3.2. Bin php khc phc

Sau khi tm ra nguyn nhn ca hin tng ra hoa cch nm, SKhoa hc Cng ngh tnhHng Yn xy dng thnh cng m hnh thm canh v c kt trong cun "Hng dn kthut thm canh nhn" pht cho cc h trng nhn, ng thi trc tip ph bin k thut cho bcon.


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SKhoa hc cng ngh tng cng cc bin php thm canh, nng cao nng sut, chtlng, p dng k thut tin b trong vic lai to, nhn ging. Bn cnh , thng xuynchuyn giao khoa hc k thut cho hn 80 x c nhiu din tch trng nhn trong tnh. Ti cc xHng Nam, Qung Chu, Lin Phng (thx Hng Yn), Phng Chiu, Thin Phin (Tin L),Hm T(Khoi Chu)... tch cc chuyn i c cu ging, a vo thm canh cy nhn chtlng, hiu qu cao.

SNng nghip - Pht trin nng thn Hng Yn ang trin khai cc chng trnh "nngcao nng sut, cht lng nhn", "chm sc bo v nhn" phc v cho vic xy dng thng hiu,tp trung nhn ra din tch ln nhng cy nhn t nng sut, cht lng cao; c bin php chmsc nhn cho qun nh, khng b mt ma cch nm, nhm to ra khi lng ln. Ti ccvng trng im nhn nh Tin L, thx Hng Yn cng ang ci to, loi b ging nhn cnng sut, hiu qu thp, thay th bng cc ging nhn chit, ghp, Hng Chi, ng phn chogi tr kinh t cao.

ng thi, SNng nghip v Pht trin Nng thn Hng Yn cng ang hng dn bcon chm sc v bo v hoa nhn bng cch dng ch phm kch thch, pht t khnng ra hoa,u qu, tng cng chng cc bnh nm, mc sng tng khnng chng chu su bnh v ccyu t bt li ca thi tit kt hp dit b xt hi hoa v qu non. S kt hp gia S Nng

nghip v Pht trin nng thn vi b con nng dn trong vic sn xut slm tng ng k snlng cng nh cht lng nhn thu hoch.[13.7]

3.4. Tuyn truyn qung b v y mnh tiu th

3.4.1. Hi thi ging nhn

Hi thi bnh tuyn cy nhn ging u dng tnh Hng Yn c pht ng t nm1999 thu ht ng o nhng ngi trng nhn trong tnh tham gia. Hi thi ny c ngha tchcc trong vic bo tn ging nhn lng, ng thi qung b cho cc tnh trong c nc v thamd v sn lng, nng sut v cht lng ca cy nhn Hng Yn. Hi thi nhn cng l ni cc h trng nhn c kt v chia s kinh nghim trng nhn khng ngng ci thin vn nngcao cht lng nhn lng truyn thng ca Hng Yn. Hi thi sc t chc hai nm mt ln

nhm tn vinh nhng cy nhn qu ca tnh. y l mt hot ng xc tin thng mi ht sctch cc khng ch khuyn khch tinh thn nhng ngi trng nhn, bo tn, a dng cc loinhn m cn qung b thm cho thng hiu nhn lng Hng Yn.

3.4.2. Hi chnhn

Hi chnhn lng Hng Yn ln u va c t chc vo ngy 15/08/2005 khngnh uy tn v cht lng nhn lng Hng Yn. Hng nm hi chnhn sc t chc trongkhong thi gian t 12/08 - 16/08 ku gi s tham gia ca cc h trng nhn trong tnh ng thithu ht cc tnh v d. Hi chnhn cng l ni tiu thu v qung b cc ging nhn, snphm nhn c cht lng cao. Nh thm cng lm cho thng hiu " nhn lng Hng Yn"thm ni ting.

3.4.3. Cc hot ng y mnh tiu th

Hi lm vic vi siu th Big C cung ng sn phm nhn v giao cho mt ch bunln x Hng Chu bun nhn tii chLong Bin thc hin cung ng. Tuy nhin do yu cusn lng nhn ca siu th thp (70-100kg/ngy) nn khng thc hin c giao dch. [7]

Ti y, Hi nhn lng Hng Yn s mcc ca hng nhn ti H Ni v cc thnh phln qung b thng hiu vi ngi tiu dng. Hip hi nhn lng t cc u mi ti Hi


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Phng, H Ni, Qung Ninh, mt s siu thH Ni, cc i l pha Nam. Ngoi ra ang khost t u mi sn bay Ni Bi y mnh tiu th nhn.

y mnh tiu th nhn lng c sn, gip ngi tiu dng mua ng nhn lng HngYn, ngy 7/8/2005, SNng nghip v Pht trin nng thn tnh t chc giao lu vi 10 tnhng bng sng Hng nhm to mi lin kt tiu thc sn nhn trong nc. y cng l dp tuyn truyn v qung b thng hiu " Nhn lng Hng Yn - Hng v tin vua" cho thtrngcnc c bit n.

3.5. Cc n htrxy dng thng hiu

3.5.1. Dn Htrcng cchui gi tr sn phm Nhn lng Hng Yn

Dn ny c a ra trong hi tho khi ng dn H trcng c chui gi tr snphm nhn Lng Hng Yn thc hin bi Vin Chnh sch v Chin lc Pht trin Nngnghip, Nng thn - Ngy 14 thng 4 nm 2006. T chc ch tr thc hin dn l Chng trnhPht trin Doanh nghip Nh v Va MPI- GTZ, t chc Hp tc K thut c GTZ v Trungtm Pht trin Nng thn- Vin Chnh sch v Chin lc pht trin nng nghip, nng thn.n v phi hp thc hin: SKhoa hc cng ngh v SNng nghip v pht trin nng thnHng Yn. Thi gian thc hin: 22 thng. Mc tiu ca d n l xy dng t chc ca ngi sn

xut, ch bin, thng mi ti x Hng Nam, thx Hng Yn (trong Hi Nhn lng tnh HngYn), h trnng dn xy dng quy trnh sn xut v qun l cht lng, h trHi nhn lngHng Yn xy dng h thng qun l v s dng nhn mc sn phm, tng cng lin kt giangi sn xut, ch bin, tiu th...

3.5.2.n: Xy dng vng nhn hng ha, tn gi xut x- chdn a l nhn lngtnh Hng yn nm 2006- 2010

n ny do UBND tnh Hng Yn cho trc tip phi hp qun l vi S NngNghip v Pht trin Nng thn cng SKhoa hc Cng ngh, S K hoch u t, S Tichnh. on thanh nin, hi ph n, Hi nng dn, trung tm khuyn nng, cng ty ging cytrng s phi hp thc hin. n c s h trk thut t Vin nghin cu rau qu, Vin ditruyn, t chc GTZ...Mc tiu ca n l thng nht qun l k thut to sn phm hng hocht lng cao, gi thnh hp l; din tch trng mi c qun l theo quy hoch; p dng tinb k thut; xy dng vng trng im sn xut nhn c cht lng ng k v xy dng tngi xut x nhn lng, kin ton b my qun l nh nc theo php lnh ging cy trng banhnh, ci to vn t

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