Xúc tiến bán hàng của văn phòng khu vực miền bắc tổng công ty hàng không việt nam đến năm 2020

Muc dich nghien cuu Luan van he thong hoa va phat trien nhtrng van de chung ve xuc tien ban hang trong kinh doanh van tai Hang khong, di sau phan tich gia thuc trang xuc tien ban hang ta

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NGUYEN THU THUY

XUC TIEN BAN HANG CUA VAN PHONG KHU VlTC MIEN ■ BAC TONG CONG TY HANG KHONG VIET NAM DEN NAM 2020

-CHUYEN NGANH: THUONG MAI (KINH TE VA QUAN LY THUONG MAI)

A W _ M _

LUAN • •VAN THAC SI KINH TE

7555

Ngtfdi htfdng dan khoa hoc:

PGS.TS NGUYEN THI XUAN HUONG

De hoan thanh ban Luan van Thac sy kinh te nay, Toi da nhan dupe rat nhieu sir giup da cua cac cd nhan la cac Giao sir, cac Thay cd giao trirang

Dai hoc Kinh te Qudc dan, cac dong nghiep a Van phong khu virc Mien Bae —

Tong cong ty Hang khdng Viet Nam va gia dinh toi Toi xin chan thanh cam

an PGS TS Nguyen Thi Xuan Hirang, Khoa Thtrang Mai va Kinh te Qudc te

truemg Dai hoc Kinh te Qudc dan la giao vien hirang dan true tiep va GS TS Hoang Due Than, Truong khoa Thuong Mai va Kinh te Qudc te da cd nhung dong gop quy bau cho ban luan van Dae biet, Toi xin gui lai cam an sau sac den Cd giao Nguyen Thi Xuan Huong va cac thanh vien trong gia dinh da dong vien toi hoan thanh ban luan van nay khi ma vi su ban biu cua cong viec chuyen mon da doi Ian khien toi phai tri hoan viec thuc hien Tuy nhien vdi sir

ho trp tan tinh cua Cd giao va bang su nd lire het minh cua ban than, Toi da kip hoan thanh ban luan van nay trong thang 10 nam 2011 Trong qua trinh

thuc hien tat khdng the tranh khoi nhung khiem khuyet, Toi rat mong nhan dupe sir gop y cua cac Giao su, va cac Thay cd giao de ban luan van nay dupe hoan thien han.

Toi xin chan thanh cam cm!

LUI CAM ON

DANH MUC CAC CH U VIET TAT

DANH MUC CAC BANG, HINH, BIEU DO

TOM TAT LUAN VAN

LOT MO DAU 1

Chirong 1: NHUNG LY LUAN CHUNG VE XUC TIEN BAN HANG TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP VAN TAI HANG KHONG 4

1.1 Dac diem cua xuc tien ban hang trong linh vyc Hang khong 4

1.1.1 Dac diem kinh doanh van tai Hang khong 4

1.1.2 Dac diem cua xuc tien ban hang trong kinh doanh van tai hang khong 8

1.2 Xay dung va trien khai thyc hien chirong trinh xuc tien ban hang cua doanh nghiep van tai hang khong 14

1.2.1 Nghien cuu thi trubng van tai hanh khach bang duong hang khong 14

1.2.2 Xac dinh muc tieu Marketing va muc tieu cua xuc tien ban 16

1.2.3 Hoach dinh ngan sach xuc tien ban hang 19

1.2.4 Lua chon cac cong cu xuc tien ban hang 21

1.2.5 Lap ke hoach va xay dung cac chuong trinh xuc tien ban hang 29

1.2.6 Trien khai thuc hien chuong trinh xuc tien ban hang 30

1.2.7 Danh gia ket qua cua cong tac xuc tien ban hang 31

1.3 Kinh nghiem cua mot so hang hang khong trong xuc tien ban hang va bai hoc rut ra cho Van phong khu vyc Mien Bac - TCTHKVN 33

1.3.1 Kinh nghiem cua Hang hang khong quoc gia Singapore (Singapore Airlines - SQ) 33

1.3.2 Kinh nghiem ve quan he cong chung cua mot so hang hang khong Ion tren the gioi 35

1.3.3 Bai hoc rut ra cho Van phong khu vuc Mien Bac - TCTHKVN 37

Chuong 2: THLfC TRANG XUC TIEN BAN HANG CUA VAN PHONG KHU VUC MIEN BAC THUOC TONG CONG TY HANG KHONG VIET NAM 40 2.1 Thyc trang kinh doanh cua Van phdng khu vyc Mien Bac - Tong cong ty Hang khong Viet Nam 40

2.1.1 Lich su hinh thanh va phat trien 40

2.1.2 Chuc nang va nhiem vu 41

Bac thuoc Tong cong ty Hang khdng Viet Nam 46

2.2.1 To chuc bo may thuc hien xuc tien ban hang 46

2.2.2 Moi quan he giua xuc tien ban hang cua Van phdng khu vuc Mien Bac vdi Tong cong ty Hang khdng Viet Nam va vdi cac Van phdng dai dien khac 49

2.2.3 Thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam 54

2.3 Danli gia thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam 71

Chirong 3: DU* BAO TINH HINH PHAT TRIEN THI TRlfON G VAN TAI HANG KHONG VA GIAI PHAP DAY MANH XUC TIEN BAN HANG CUA VAN PHONG KHU VLC MIEN BAC - TONG CONG TY HANG KHONG VIET NAM DEN NAM 2020 75

3.1 Dir bao tinh hinh phat trien thi truong van tai Hang khdng den nam 2020 va dinh huong phat trien cua Van phdng khu vuc Mien Bac -Tong cong ty Hang khdng Viet Nam noi chung va xuc tien ban hang noi rieng 75

3.1.1 Du bao tinh hinh phat trien thi truong van tai Hang khdng den nam 2020 75

3.1.2 Dinh hudng phat trien cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khong Viet Nam noi chung va xuc tien ban hang noi rieng 76

3.2 Giai phap day manh xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam den nam 2020 80

3.2.1 Nhom cac giai phap ve bo may to chuc va nguon nhan luc 80

3.2.2 Nhom cac giai phap ve phan bo ngan sach xuc tien 82

3.2.3 Nhom cac giai phap ve su dung cac cong cu xuc tien 84

3.2.4 Giai phap ve cai tien cong tac danh gia chuong trinh xuc tien 89

3.3 Dieu kien thuc hien giai phap 90

3.3.1 Ve phia Van phdng Khu vuc Mien Bac 90

3.3.2 Doi vdi bo phan lam Marketing chien luge cua Tong cong ty 93

3.3.3 Doi vdi Nha nude trong viec tao lap moi truong 94

KET LUAN 100

DANH MUC TAI LIEU THAM KHAO 101

Chw viet tat len Tieng Anh Ten Tieng Viet

AAPA Association of Asia

Pacific Airlines

Hiep hoi cac hang hang khong khu vuc chau A - Thai Binh Duong

AF Air France Hang hang khong quoc gia Phap

CA Corporate Account Chuong trinh Khach hang ldn cua

Vietnam Airlines

cx Cathay Pacific Hang hang khong quoc gia Hong Kong' 7 ->

GLP Golden Lotus Plus Chuong trinh Khach hang thubng xuyen

Bong Sen Vang cua Vietnam AirlinesHAN San bay Noi Bai - Ha Noi

FFP Frequent Flyer Program Chuong trinh Khach hang thubng xuyenIATA International Air

Transport Association

Hiep hoi van tai Hang khong quoc te

ICAO International Civil

Aviation Organization

To chuc Hang khong dan dung quoc te

MH Malaysia Airlines Hang hang khong quoc gia Malaysia

SGN San bay Tan Son Nhat - TP Ho Chi Minh

SQ Singapore Airlines Hang hang khong quoc gia SingaporeTCTHKVN Tong cong ty Hang Khong Viet Nam

TG Thai Airways Hang hang khong quoc gia Thai Lan

VN Vietnam Airlines Hang hang khong quoc gia Viet Nam

VPKVMB Van phong khu vuc Mien Bac

Bang 2.1: Doanh so ban hanh khach quoc noi theo cac nam 45

Bang 2.2: Doanh so ban hanh khach quoc te theo cac nam 45

Bang 2.3: Chi phi danh cho cdng tac quang cao qua cac nam cua VPKVMB 59

Bang 2.4: Chi phi danh cho cong tac quang cao cua VPKVMB nam 2010 60

Bang 2.5: Tinh hinh su dung quy ve khuyen mai cua Van phong Khu vuc Mien Bac trong nam 2010 62

Bang 2.6: Tinh hinh su dung quy ve khuyen mai cua VPKVMB trong nhtrng nam qua 62

Bang 2.7: Ty trong doanh so ban cua phong ve trong tong doanh so ban cua Van phong Khu vuc Mien Bac qua cac nam 68

Bang 2.8: Doanh so ban ve hanh khach tai cac phong ve cua VPKVMB qua cac nam 69

DANH MUC CAC HINH, BIEU DO Hinh 1.1: Quy trinh xac dinh muc tieu cua xuc tien 18

Hinh 1.2 : Nhtrng quyet dinh chu yeu cua nguoi quang cao 24

Hinh 2.1: So do to chuc phong Phat trien ban - Van phdng khu vuc Mien Bac 46

Hinh 2.2: Ngan sach danh cho cong tac xuc tien tai VPKVMB qua cac nam 47

Hinh 2.3: Ty trong ngan sach chi cho tung cong cu xuc tien ban san pham van tai hanh khach cua VPKVMB nam 2011 48

Hinh 2.4: Cong tac quang cao va phoi hop thuc hien giua cac bo phan/cac don vi trong VPKVMB 51

■ ■

soso O gsgs

XUC TIEN BAN HANG CUA VAN PHONG KHU VUC■ MIEN BAC TONG CONG TY HANG KHONG VIET NAM DEN NAM 2020

-CHUYEN NGANH: THU’O’NG MAI (KINH TE VA QUAN LY THUONG MAI)

TOM TAT LUAN• VAN THAC• SI

HA NOI, NAM 2011• 7

a

TOM TAT

LCH MO DAU

1 Sir can thiet cua de tai nghien cuu

La mot trong nhtrng nganh kinh te quan trong nhat cua dat nude, nganh Hang khong dan dung Viet Nam da duqc thanh lap ttr nam 1956, tuy nhien chi den nam

1990 mdi chinh thuc chuyen sang hoat dong theo co che thi trudng Chi khi budc chan vao nen kinh te thi trudng, Tong cong ty Hang khong Viet Nam, cung nhu cac doanh nghiep kinh doanh van tai cua Viet Nam, mdi thuc su hieu rang “Thuong trudng la chien trudng” Dac biet, ke ttr khi Viet Nam gia nhap To churc thuong mai the gidi nam 2007 va sau do la cuoc khung hoang kinh te the gidi nam 2008 thi canh tranh trd thanh van de song edn cua cac doanh nghiep san xuat kinh doanh noi chung va cac doanh nghiep kinh doanh van tai hang khong noi rieng Muon ton tai

va phat trien, doanh nghiep phai tien hanh nghien ctru thi trudng mot each thubng xuyen, lien tuc, dong thbi tien hanh cac cong tac xuc tien thuong mai de tim hieu, lua chon va loi keo khach hang tiem nang

Nhtrng phan tich d tren la ly do de tac gia lua chon de tai “Xuc tien ban hang cua Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam den nam 2020” cho luan van thac sy kinh te va quan ly thuong mai cua minh

2 Muc dich nghien cuu

Luan van he thong hoa va phat trien nhtrng van de chung ve xuc tien ban hang trong kinh doanh van tai Hang khong, di sau phan tich gia thuc trang xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam Ttr do de xuat nhtrng bien phap nham day manh xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam den nam 2020

3 Doi tuong va pham vi nghien ciru

Ddi tirang nghien ciru: Xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tong cong ty Hang khong Viet Nam

Pham vi nghien cine Luan van gidi han nghien cuu trong van de xuc tien ban

san pham van tai hanh khach tai Van phong khu vuc Mien Bac thuoc Tong cong ty

phat trien cua Tong cong ty Hang khong Viet Nam giai doan 2010-2020.

4 Phuong phap nghien cuu

Luan van gidi han nghien cuu trong van de xuc tien ban san pham van tai hanh khach tai Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam

Ve mat thdi gian: Luan van nghien cuu nhung van de hien tai cd tinh den su phat trien cua Tong cong ty Hang khdng Viet Nam giai doan 2010-2020

Luan van su dung tong hop cac phuong phap nghien cuu sau: phuong phap duy vat bien chung va duy vat lich su, cac phuong phap thong ke, tong hop, danh gia, phan tich cac so lieu thong ke

5 Nhung dong gop cua luan van

He thong hoa va lam rd khai niem, vai tro, anh hudng cua xuc tien ban hang doi vdi Doanh nghiep trong nen kinh te thi truong

Lam rd vai tro, vi tri cua nganh Hang khdng dan dung trong nen kinh te qudc dan va tong quan ve tinh hinh san xuat kinh doanh va xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam

Phan tich va danh gia xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam giai doan 2008-2010, tir do dua ra nhung nhan xet, ket luan ve hoat dong xuc tien thuong mai tai Van phdng

6 Ten va ket cau cua luan van

Ngoai phan md dau va ket luan, danh muc tai lieu tham khao, Luan van gom 3 chuong:

Chuang 1: -Nhung ly luan chung ve xuc tien ban hang trong boat dong kinh doanh cua doanh nghiep van tai Hang khdng

Chuang 2: Thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam

Chuang 3: Du bao tinh hinh phat trien thi truang hang khdng va gidi phap

day manh xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam den nam 2020

Chuang 1

NHtTNG LY LU AN CHUNG VE XUC TIEN BAN HANG

TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP• • •

VAN TAI HANG KHONG

1.1 Dac diem cua xuc tien ban hang trong llnh vuc Hang khong

1.1.1 Dac diem kinh doanh van tai Hang khong

Van tai hang khong la ph irong thuc van tai quan trong trong quan he kinh te quoc te va dac biet phat trien manh me trong nhtrng nam gan day Kinh doanh van tai Hang khong co mot so dac diem sau:

- Dac tinh khong the tach roi gifra san xuat va tieu dung

- Tinh khong dong nhat va khd tieu chuan hoa chat luong

- Tinh khong ltru giu- duoc

Ngoai ra, dich vu van tai hang khong cdn co mot so dac diem rieng:

- Luat ap dung cho nganh hang khong chat che hon cac nganh khac

- Chi phi co hoi Ion

- Co str tham gia cua nhieu ngtroi “khong” su dung

- Chat luong dich vu kho kiem soat

1.1.2 Dac diem cua xuc tien ban hang trong kinh doanh van tai hang khdng

XTBH la mot bo phan quan trong trong marketing, lam cau noi giua san xuat

va tieu dung, tac dong true tiep hay gian tiep den hanh vi mua hang thong qua cac hoat dong cung cap thong tin, thuyet phuc va nhac nhcr

Dac diem cua XTBH trong kinh doanh van tai hang khong:

Cac hoat dong XTBH chu yeu nham vao nguoi tieu dung bao gom: Trung bay tai noi ban hang, tang qua khi mua hang, bieu khong san pham mau dung thu, thi co thuong va xo so Mac du XTBH gom nhieu cong cu khac nhau nhu: Phieu thuong, thi do, qua tang nhung cac cong cu do deu co chung dac diem sau:

- Su truyen thong co tinh xung dong nhat thbi Chung thu hut su chu y va thuong cung cap nhung thong tin co the dua lai gia tri bo sung cho nguoi tieu dung

- Su khich le, chung ket hop su tubng thuong, su xui khien hay su cong

1.2 Xay dung va trien khai thuc hien chuong trinh xuc tien ban hang cua doanh nghiep kinh doanh van tai hang khong

1.2.1 Nghien cuu thi trudng van tai hanh khach bang dudng hang khdng

Nghien cuu thi trudng la viec phan tich, danh gia ve lupng va chat cua cung

va cau mot san pham dich vu van tai hanh khach bang dudng hang khdng Muc tieu cua viec nghien cuu thi trudng la de co duoc nhung thong tin can thiet phuc vu qua trinh hoach dinh ra phuong an kinh doanh Cac nguon thong tin nay nham tra ldi cac cau hoi: Hang hang khdng nen hudng vao thi trudng nao? Tiem nang cua thi trudng? Lam the nao de nang cao doanh thu? San pham, dich vu nhu the nao? Gia

ca bao nhieu? Mang dudng bay nen duoc to chuc nhu the nao?

1.2.2 Xac dinh muc tieu Marketing va muc tieu cua xuc tien ban

Doanh nghiep thuong mai theo duoi rat nhieu muc tieu khac nhau nhung cd the quy ve 3 muc tieu co ban la:

- Mo ra thi trudng mdi;

- Tang trudng ve doanh so ban hang, lpi nhuan, thi phan cua doanh nghiep cung nhu do an toan trong kinh doanh;

- Xay dung va cung cd uy tin cua doanh nghiep va cua nhung nhan hieu hang hoa cua doanh nghiep

1.2.3 Hoach dinh ngan sach xuc tien ban hang

Cd cac phuong phap xac dinh ngan sach xuc tien sau:

Phuong phap theo Ian truce

Phuong phap phan tram theo doanh thu (hoac doanh so ban)

Phuong phap theo kha nang tdi da

Phuong phap chi phi cho mdi don vi san pham

Phuong phap ngang bang canh tranh

Phuong phap can cu vao muc tieu va nhiem vu: Phuong phap nay doi hoi bo

- Xac dinh nhtrng nhiem vu phai giai quyet de dat duoc cac muc tieu tren

- Uoc dinh chi phi de hoan thanh nhtrng nhiem vu do Tong cac chi phi nay

se la con so dinh hudng cho ngan sach danh cho xuc tien

Phuong phap nay dugc nhieu doanh nghiep kinh doanh van tai hang khong sir dung trong do co Vietnam Airlines do dac thu kinh doanh van tai hang khong thuong co chi phi Ion nen ngan sach chi tieu ddi hoi phai chat che, dung muc dich, tranh phan bo thtra

Phuong phap phan bo ngan sach cho timg cong tac xuc tien: Gom 2 phuong

phap la phan bo tu dudi len va phan bo ttr tren xuong

1.2.4 Lipa chon cac edng cu xuc tien ban hang

Quang cao

Quang cao chinh la cong cu cua Marketing thuong mai, duoc cac doanh nghiep

su dung de hudng thong tin thuyet phuc vao ngudi mua va cong chung muc tieu

Khuyen mai

“Khuyen mai la hanh vi thuong mai cua thuong nhan nham xuc tien viec ban hang hoa, cung ung dich vu trong pham vi kinh doanh cua thuong nhan bang each danh nhtrng loi ich ldn nhat dinh cho khach hang”

Ban hang true tiep

Ban hang la hanh vi thuong mai cua thuong nhan, la su giao tiep giua ngudi ban hang va khach hang tiem nang Trong do ngudi ban hang cd nghia vu giao hang, chuyen quyen so htru cho ngudi mua va nhan tien Ban- hang true tiep la mot cong cu cd hieu qua nhat trong giai doan nhat dinh cua tien trinh mua, nhat la viec khien cho ngudi mua su ua chuong, tin tudng

Quan he cong chung va cac boat dong khuyech truong khac

Quan he cong chung la nhung hoat dong nham tuyen truyen gidi thieu vdi cac gidi dan chung khac nhau d trong nude va nude ngoai

1.2.5 Lap ke hoach va xay dung cac chuffng trinh xuc tien ban hang

Viec lap ke hoach va xay dung chuong trinh xuc tien ban hang bao gom viec xac dinh tap khach hang - ngubi nhan tin trong diem va viec lua chon, thiet ke thong diep

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1.2.6 Trien khai thuc hien chuong trinh xuc tien ban hang

Trien khai thurc hien chuong trinh xuc tien thuong mai la qua trinh bien cac

ke hoach xuc tien thanh nhtrng nhiem vu cu the: giam sat, chi dao sao cho nhtrng nhiem vu do dupe thuc hien tot nhat de dat dupe nhtrng muc tieu de ra trong ke hoach Chinh vi vay, trien khai thuc hien chuong trinh xuc tien la giai doan het sue quan trong, quyet dinh su thanh cong cua toan bo chuong trinh

1.2.7 Danh gid ket qua cua edng tac xuc tien ban hang

Ngay sau chuong trinh xuc tien thuong mai dupe trien khai, bo phan quan tri xuc tien thuong mai can phai giam sat tien do thuc hien Ho phai do luong cac hieu qua thong tin va hieu qua ban hang de danh gia viec hoan thanh cua ttrng yeu td, cua tat ca cac yeu to cung nhu nguyen nhan de lam co so cho viec hoach dinh va thuc hien cua chuong trinh cho giai doan tiep theo

1.3 Kinh nghiem cua mot so hang hang khong trong xuc tien ban hang va bai hoc rut ra cho Van phdng khu vyc Mien Bac - TCTHKVN

- Kinh nghiem cua Hang hang khong quoc gia Singapore

- Kinh nghiem ve quan he cong chung cua mot so hang hang khdng ldn tren the gibi

- Bai hoc rut ra cho Van phong khu vuc Mien Bac - Tong cong ty Hang khong Viet Nam

THl'( TRANG XUC TIEN BAN HANG• •CUA VAN PHONG KHU VUt MIEN BAC THUOC• •

TONG CONG TY HANG KHONG VIET NAM

2.1 Thuc trang kinh doanh cua Van phong khu virc Mien Bac - Tong cong ty Hang khdng Viet Nam

2.1.1 Lich sic hinh thanh va phat trien

Van phong khu vuc mien Bac true thuoc Hang hang khdng Quoc gia Viet Nam duoc thanh lap theo quyet dinh so 165/HKVN ngay 01/02/1996 cua Tong giam doc Hang hang khdng Quoc gia Viet Nam

Van phong khu vuc mien Bac la co quan dai dien va dieu phoi hoat dong ban trong linh vuc van chuyen hanh khach, hanh ly, hang hoa va buu kien cua Tong cong ty Hang khdng Viet Nam, bao gom cac tinh, thanh pho ttr Ha Tinh tro ra phia Bac vdi so von phap dinh la 1,661,339 ti VND Tru so tai so 25 pho Trang Thi, quan Hoan Kiem, thanh pho Ha Noi

2.1.2 Chile nang va nhiem vu

Xay dung va trien khai ke hoach san xuat kinh doanh, chinh sach thuong mai, ke hoach ban san pham cua Van phong khu vuc mien Bac tren co so dinh huong thi trudng, ke hoach san xuat kinh doanh cua Tong cong ty Hang khdng Viet Nam thong qua mang ban true tiep va he thong dai ly, cong ty giao nhan trong khu vuc mien Bac

Do la ket qua cai thien vuot bac cua toan the lanh dao va doi ngu can bo cong nhan vien cua VPKVMB.

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Bang 2.1: Doanh sd ban hanh khach qudc noi theo cac nam

Nam

Doanh thu (Dong)

Tang truong so voi nam lien trade

(Nguon: Ke hoach ban cua VPKVMB nam 2011)

Bang 2.2: Doanh sd ban hanh khach qudc te theo cac nam

Nam

Doanh thu (USD)

Tang truong so vdi nam lien trade

2.2 Phan tich thwc trang xuc tien ban hang cua Van phdng khu vwc Mien Bac thuoc Tong cong ty Hang khong Viet Nam

2.2.1 To chuc bo may thuc hien xuc tien ban hang

Phdng Phat trien ban la don vi tong hap phan tich, danh gia tinh hinh thi truong lien quan den hoat dong ban san pham van chuyen hanh khach tai thi truong mien Bac, tir do tong hop, xay dung va trien khai cac ke hoach tiep thi, ke hoach hanh dong hang nam, cac kien nghi ve chinh sach thuong mai doi vdi hanh khach

theo ke hoach hang nam tren co so phan tich, du bao su phat trien cua thi truong mien Bac va doanh so ban cua nam trudc do Hai van de co ban la xac dinh quy mo cua tong ngan sach va phan bo nguon ngan sach nay da dupe VPKVMB giai quyet mot each hop ly va tuong doi khoa hoc.

Ben canh viec su dung quy tien mat Van phong con co quy ve su dung cho cong tac xuc tien Quy ve chu yeu dupe su dung cho cong cu khuyen mai va hang nam da dem lai ket qua dang ke

he phan cong ve trach nhiem va quyen han ro rang

dinh hudng nay, cac the manh cua Van phdng mien Bac va Vietnam Airlines ngay cang duoc khai thac triet de trong cac chuong trinh quang cao nham tang su yeu thich va tin nhiem cua khach hang doi vdi cac san pham cua Hang.

Cd the ke den mot so phuong tien quang cao chinh ma VPKVMB dang su dung nhu: quang cao tren truyen hinh; quang cao tren bao giay; quang cao tren Internet; quang cao qua thu chao hang (hay Direct Mail); quang cao bang cac to toi,

to gap lich bay va catalog; quang cao qua Frame trong thang may va Bien chuyen hinh; quang cao tren nien giam dien thoai va cac phuong tien truyen thong khac nhu

1080, tin van tren cac bao cd quan he

Chi phi danh cho quang cao cua VPKVMB cd su thay doi ro ret giua cac nam Chi phi tren duoc phan bo dudi 2 dang: bang tien va dudi dang ve FOC

Cd the noi, quy trinh tien hanh cac hoat dong quang cao dupe VPKVMB du thao va thuc hien rat chat che, bai ban, vdi su phoi hop cua cac Van phdng dai dien

Chuang trinh khach hang thubng xuyen FFP (Frequent Flier Program)

Ban hang true tiep

De thuc day cong tac ban hang true tiep ngay cang dat hieu qua cao, Van phong Khu vuc Mien Bac da chia quay ve nham phuc vu cac doi tuong khach hang khac nhau nhu: Quay khach Ngan sach Nha nude, khach hang thubng xuyen, khach thuong nhan, khach Corporate Accounts va phuc vu chinh xac cac yeu cau khac nhau cua khach nhu: Dat cho, xac nhan cho, xuat ve, PTA, hoan ve,

Doanh so ban ve hanh khach tai cac phong ve cua VPKVMB tang len rd

Nguyen Son, phdng ve Thanh Xuan, Phdng ve My Dinh va Phdng ve tai san bay Noi Bai.

Quan he cong chung va cac ho at dong khuyech truong khac

Nhd cd quan he cong chung ma Van phdng cd the duy tri duoc cac doi tuung khach hang truyen thong, bao ve duoc uy tin, hinh anh cua Vietnam Airlines, loi keo duoc cac doi tuong khach hang khac hieu biet va sir dung san pham cua Vietnam Airlines Vdi vai tro quan trong nhu vay nen Van phdng thuong dau tu cao nhat cho cong tac nay De md rong va thuc day cac moi quan he gitra Van phdng Khu vuc Mien Bac vdi cac cu quan, to chuc khac, hang nam Hang deu to chuc hoi nghi khach hang, gap gu cac nha bao nhan dip dau xuan hoac gap gu cac chi nhanh, van phdng dai dien trong cac chuyen vieng tham thudng xuyen Doi vdi can bo nhan vien cua Hang, Vietnam Airlines phat hanh cac ban tin noi bo nham giup

ho bao quat ve hien trang kinh doanh cung nhu phuung hudng hoat dong cua

Hang trong thdi gian toi Ngoai ra, Vietnam Airlines cung tang cudng quan he

vdi cac cong dong du lich trong va ngoai nude de cung phoi hop thuc hien cac chuung trinh phat dong khach hang

Cudi cung, Luan van dua ra mot so danh gia ve xuc tien ban hang cua VPKVMB Trong thdi gian tdi, de cd the hoan thien cong tac xuc tien mot each cu ban, toan dien, VPKVMB can giai quyet tot nhung muc, mang cong viec con chua hoan thien sau:

V Hoan thien bo may to chuc va nguon nhan luc

V Hoan thien cu su vat chat ky thuat va dau tu

V Phat trien thi truong dong bo

V Cong tac chuan bi ngan sach danh cho xuc tien

V Cai tien cong tac danh gia chuung trinh xuc tien

V Hoan thien he thong quan ly cong tac xuc tien

V Tang cudng su ho tro cua Nha nude

-3.1 Dir bao tinh hinh phat trien thi truong van tai Hang khdng den nam 2020

va dinh huong phat trien cua Van phong khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam noi chung va xuc tien ban hang noi rieng

3.1.1 Dir bao tinh hinh phat trien thi trirffng van tai Hang khdng ddn nam 2020

Dir bao phat trien cua nganh hang khdng den nam 2020 se co muc tangtrudng 11-14%/nam, dat 32,4 trieu khach va 0,8 trieu tan hang hoa, mang dudng bay duoc md rong vdi tan suat khai thac cao, dich vu trung chuyen tot tai 2 trung tarn Ha Noi va Thanh phd Ho Chi Minh, phat trien doi tau bay len 140 - 150 chiec (trong do so htru 70-80 chiec) Den nam 2020, se md rong hoat dong kinh doanh van tai hang khdng, xoa doc quyen, bao dam canh tranh lanh manh, dap ung nhu cau phat trien kinh te, xa hoi, phan dau dung trong top 3 cua ASEAN ve van tai hang khdng, voi toi da 10 hang hang khdng Dong thcri, nang cong suat, nang luc khai thac cua toan mang cang hang khdng len gap 4 lan so vdi hien nay vao thdi diem nam 2020

3.1.2 Dinh hudng phat trien cua Van phong khu vuc Mien Bac - Tong cdng ty Hang khdng Viet Nam noi chung va xuc tien ban hang noi rieng

Hang khdng la mot nganh kinh te - ky thuat mui nhon cua dat nude, cung vdi

su phat trien cua cac nganh kinh te khac, Hang khdng dan dung Viet Nam cung dat

ra dinh hudng va chien luoc phat trien den nam 2020: “Phat trien nhanh, vtmg

chac, an toan va hieu qua cac linh vuc hoat dong, bao gom he thong cdng hang khdng, he thong quan ly bay, van tai hang khdng va cac dich vu dong bo, dua nganh Hang khdng Viet Nam trd thanh nganh kinh te mui nhon, gop phan thuc day

su phat trien kinh te xa hoi cua dat nude, dam bao quoc phong an ninh, hoa nhap

vao trinh do phat trien hang khong dan dung trong khu virc va tren the gidi Tie nay den nam 2020, phan dau tiep can trinh do phat trien ve hang khong nhu cac nude trong khdi ASEAN va khu vuc” (Trich trong Chien luge phat trien cua nganh Hang

khong dan dung Viet Nam den nam 2010 va dinh hudng 2020)

Ttr do, Luan van dua ra mot so giai phap sau:

3.2 Giai phap day manh xuc tien ban hang cua Van phdng khu vu*c Mien Bac - Tong cong ty Hang khdng Viet Nam den nam 2020

3.2.1 Nhom cac gidi phap ve bo may td ch li e va ngudn nhan luc

- Phan cap va uy quyen den ttrng nhan vien sao cho mdi nhan vien deu co mot pham vi quyen han nhat dinh trong cong viec

- Thiet lap he thong thong tin cho phep cap lanh dao theo doi kip thoi ket qua hoat dong de co nhung quyet dinh va ke hoach phu hop

- Dieu chinh co cau can bo to chtrc cho phu hop vdi tuoi tac va nang luc,

- Dau tu thich dang cho cong tac dao tao, huan luyen

- Quan tarn day du den ddi song tinh than va vat chat cua nhan vien

- Tao lap mdi quan he tot giua ban lanh dao va nhan vien, giua nhan vien vdi nhan vien vi dieu quyet dinh su thanh cong cua mot doanh nghiep chinh la yeu td con ngudi

3.2.2 Nhom cac gidi phap ve phan bo ngan sach xuc tien

Trong tuong lai Van phdng khu vuc Mien Bac can ket hop phuong phap phan tram theo doanh so ban vdi phuong phap can cu vao muc tieu va nhu cau cong viec dua tren co so cac muc tieu rat cu the trong mot thoi ky nhat dinh

3.2.3 Nhom cac gidiphap ve sic dung cac cong cu xuc tien

Ve hoat dong tiep thi, d thi trudng trong nude, thuc hien da dang hoa cac hinh thuc ban ve bang each:

- Md rong khoang thoi gian phuc vu hanh khach bang viec td chuc ba ca ban

ve thay cho hai ca nhu hien nay doi vdi cac phdng ve cung nhu cac dai ly cua VNA

- Khai thac triet de he thong mang may tinh hien cd cua VN

- Thuc hien chien luge tiep thi tu xa.

- Giao quyen cho cac nhan vien tiep thi kiem soat tirng khu vuc, tao quan he vdi nhung dau moi khach hang co tiem nang

- Doi vdi thi trudng ngoai nude, can phai tham gia vao he thong van tai Hang khdng toan cau

- Da dang hoa cac doi tuong van chuyen thay cho nguon khach truyen thong

la khach du lich dang bi mat dan do tinh trang khung hoang kinh te the gidi

- Trien khai hinh thuc ban ve va dau gia tren Internet va World Wide Web d nhung thi trudng cd he thong cong nghe thong tin phat trien

- Xay dung uy tin va hinh anh cua VNA bang dim long cua nhan vien tuyen dau

Fe hoat dong quang cao, can:

- Tap trung khai thac diem noi bat cua VNA

- Can doi co cau giua quang cao chien luge va quang cao chien thuat de tang cudng ho trg cac thi trudng trgng diem

Press Tour:Can to chuc cac doan Farm Tour tir cac thi trudng ldn nhu Nhat Ban, Due, Han Qudc, Nga va Trung Qudc vao Viet Nam de viet bai quang ba ve cac diem den cua du lich Viet Nam cung nhu dich vu cua Vietnam Airlines

Roadshow: Phoi hgp vdi cac Van phdng chi nhanh d cac nude to chuc cac su kien, gop phan quang ba hinh anh, dat nude, con ngudi Viet Nam tdi du khach nude ngoai, dong thdi quang ba tich cue cho hinh anh cua Vietnam Airlines

Quang cao tai thi trudng Viet Nam; Can phai xay dung chien luge va ke hoach quang cao, dac biet la hoan thien chien luge quang cao 5 nam 2014-2019 cho thi trudng Viet Nam

Ve hoat dong quan he cong chung, VPKVMB can hoan thanh viec lua chon

dai ly ve quan he cong chung (Public Relation - PR) cho minh va xay dung dinh hudng cho cac hoat dong cong chung tai thi trudng mien Bac

Cudi cung, can phoi hop chat che cac hoat dong xuc tien de co the dat duoc hieu qua cao nhat

Khi tien hanh khuyen mai hay tang chuyen bay, md dudng bay mdi can phai

to chuc quang cao tren nhieu phuong tien khac nhau, tuyen truyen quan he cong chung rong rai de co the thong tin den nhieu doi tugng khach hang nhat.

3.2.4 Giaiphap ve cai tien cdng tac danh gid chuong trinh xuc tien

Van phdng phai yeu cau cac don vi bao cao mot each chi tiet va kip thdi hon ve viec trien khai cong tac xuc tien Ngoai viec neu ra dugc cac noi dung chu yeu nhu cac hinh thuc xuc tien, thdi gian tien hanh, pham vi tien hanh , cac bao cao edn phai giai trinh dugc cac chi phi da chi va chi phi da them, tir do Van phdng mdi co the du tru dugc kinh phi va duyet chi bo sung cac trudng hop can thiet, dong thdi dieu chinh ngay nhung cdng tac xuc tien khdng dat yeu cau

ve noi dung va hinh thuc

3.3 Dieu kien thuc hien giai phap

3.3.1 Ve phia Van phdng Khu vuc Mien Bac

Thu nhat, nang cao su hieu biet cua cac can bo, cdng nhan vien cua Van phdng ve vi tri, vai trd cua cdng tac xuc tien trong hoat dong kinh doanh cua Van phdng Khu vuc Mien Bac

Thu hai, day manh hop tac gitra nganh Hang khdng va nganh Du lich:

Thu ba, tang cudng he thong thong tin phan hoi va thong tin ve cac doi thu canh tranh

3.3.2 Doi voi bo phan lam Marketing chien lucre cua Tdng cdng ty

Bo phan lam Marketing chien luge cua Tdng cdng ty Hang khdng Viet Nam can xay dung chien luge Marketing mot each chinh xac, toan dien, cd khoa hgc va thudng xuyen cd su chi dao kip thdi xuong cac don vi d dudi nham tao ra mot su thong nhat ttr tren xuong ve mat chinh sach cung nhu viec thuc hien

r

3.3.3.Doi vai Nha nirffc trong viec tao lap mdi trudng

KET LUAN •

Co the noi, 15 nam qua, Van phdng khu vuc Mien Bac da dong gop mot phan khong nhd vao thanh cong chung cua Vietnam Airlines De dat duoc nhung thanh tuu trong nhung nam qua la mot su co gang khong ngung cua toan the can bo, cong nhan vien cua toan the Van phdng va cung nhd su quan tarn dac biet cua Hang Hang khdng Quoc gia Viet Nam va cac co quan trung uong, dia phuong tai thi trudng khu vuc mien Bac Van phdng Khu vuc Mien Bac da tirng budc khang dinh

va nang cao vi the cua Vietnam Airlines tai thi trudng khu vuc thong qua viec tien hanh hoat dong Marketing, cu the la cong tac xuc tien Nhd cd cong tac xuc tien ma cho den nay thi phan cua Hang khdng Viet Nam da dat muc 92% thi trudng van tai trong nude va 8% thi trudng van tai khu vuc

Sau khi da tim hieu cong tac xuc tien ban san pham van tai hanh khach tai Van phdng Khu vuc Mien Bac, luan van nay cd trinh bay mot so giai phap nham hoan thien hon nua hoat dong nay Hy vong nhung giai phap nay cd the gop mot phan giup Van phdng xay dung mot cong nghe xuc tien thuong mai hoan thien gop phan tang hieu suat hoat dong kinh doanh cua Van phdng noi rieng va cua Tong cong ty Hang khdng Viet Nam noi chung

■ ■

kdso O gsgs

NGUYEN THU THUY

XUC TIEN BAN HANG CUA VAN PHONG KHU VUC ■ MIEN BAC TONG CONG TY HANG KHONG VIET NAM BEN NAM 2020

-CHUYEN NGANH: THUONG MAI (KINH TE VA QUAN LY THUONG MAI)

LUAN • •VAN THAC SI KINH TE

Ngudi hudng dan khoa hoc:

PGS.TS NGUYfiN THI XUAN HUONG

HA NOI, NAM 3011

LOI MO DAU

1 Su can thiet cua de tai nghien cuu

La mot trong nhtrng nganh kinh te quan trong nhat cua dat nude, nganh Hang khdng dan dung Viet Nam da duoc thanh lap tu nam 1956, tuy nhien chi den nam

1990 mdi chinh thuc chuyen sang hoat dong theo co che thi trudng Chi khi budc chan vao nen kinh te thi trudng, Tong cong ty Hang khdng Viet Nam, cung nhu cac doanh nghiep kinh doanh van tai cua Viet Nam, mdi thuc su hieu rang “Thuong trudng la chien trudng” Dac biet, ke ttr khi Viet Nam gia nhap Td chtrc thuong mai the gidi nam 2007 va sau do la cuoc khung hoang kinh te the gidi nam 2008 thi canh tranh trd thanh van de song con cua cac doanh nghiep san xuat kinh doanh noi chung va cac doanh nghiep kinh doanh van tai hang khdng noi rieng Muon ton tai

va phat trien, doanh nghiep phai tien hanh nghien cuu thi trudng mot each thudng xuyen, lien tuc, dong thdi tien hanh cac cong tac xuc tien thuong mai de tim hieu, lua chon va loi keo khach hang tiem nang

Tuy da co nhung doi mdi va dat duoc nhung thanh tuu nhat dinh song hoat dong Marketing noi chung, xuc tien ban hang noi rieng mdi dupe biet den d Viet Nam trong mot so nam trd lai day khien cho cac doanh nghiep san xuat va kinh doanh dich vu van tai trong qua trinh thuc hien khdng tranh khoi nhung khiem

khuyet Khdng it nhung doanh nghiep da kip thdi thich nghi vdi boi canh hoi nhap

va dang tren da phat trien ben vung tuy nhien cung khdng it nhung doanh nghiep van con dang loay hoay tim kiem mot cho dung de co the ton tai trong mdi trudng canh tranh khoc liet nhu hien nay, viec td chuc cac hoat dong xuc tien ban hang trong kinh doanh thuong mai chua duoc cac doanh nghiep quan tarn dung muc va con nhieu thieu sot

nhau Hien nay chua co mot cong trinh khoa hoc nao nghien cuu mot each toan dien

ve ban chat cong tac xuc tien ban hang, nhung tai lieu ve xuc tien ban hang cua nude ngoai lai rat hiem va khdng thiet thuc trong hoan canh cac doanh nghiep con nhieu kho khan

Nhung phan tich d tren la ly do de tac gia lira chon de tai “Xuc tien ban hang cua Van phdng khu vuc Mien Bac thuoc Tdng cdng ty Hang khdng Viet Nam den nam 2020” cho luan van thac sy kinh te va quan ly thuong mai cua minh.

2 Muc dich nghien ciru

Luan van he thong hoa va phat trien nhirng van de chung ve xuc tien ban hang trong kinh doanh van tai Hang khdng, tir do di sau phan tich va danh gia thuc trang xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tdng cdng ty Hang khdng Viet Nam

Tren co sb ly luan va thuc tien, luan van de xuat nhung bien phap nham day manh xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tdng cdng ty Hang khdng Viet Nam den nam 2020

3 Doi tuong va pham vi nghien ciru

Doi tuong nghien cuu: Xuc tien ban hang tai Van phong khu vuc Mien Bac thuoc Tdng cdng ty Hang khdng Viet Nam

Pham vi nghien cuu: Luan van gioi han nghien cuu trong van de xuc tien ban san pham van tai hanh khach tai Van phong khu vuc Mien Bac thuoc Tong cdng ty Hang khdng Viet Nam

Ve mat thdi gian: Luan van nghien cuu nhung van de hien tai co tinh den su phat trien cua Tdng cdng ty Hang khdng Viet Nam giai doan 2010-2020

4 Phuong phap nghien ciru

Luan van su dung tdng hop cac phuong phap nghien cuu ma nong cot la phuong phap duy vat bien chung va duy vat lich su Tuy theo nhung noi dung cu the, cac phuong phap thong ke, tdng hop, danh gia, phan tich cac sb lieu thong ke duqc su dung mot each thich hop de lam ro noi dung nghien cuu

5 Nhirng dong gop cua luan van

He thong hoa va lam rd khai niem, vai tro, anh hubng cua xuc tien ban hang doi vdi Doanh nghiep trong nen kinh te thi trudng

Lam rd vai tro, vi tri cua nganh Hang khong dan dung trong nen kinh te quoc dan va tong quan ve tinh hinh san xuat kinh doanh va xuc tien ban hang cua Van phong khu vuc Mien Bac - Tong cong ty Hang khong Viet Nam

Phan tich va danh gia xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam giai doan 2008-2010, tu do dua ra nhtrng nhan xet, ket luan ve hoat dong xuc tien thuong mai tai Van phdng.

Tren co sd dinh hudng phat trien cua Tong cong ty Hang Khdng Viet Nam, de xuat nhtrng giai phap co ban nham gop phan hoan thien hoat dong xuc tien ban tai Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam

6 Ten va ket cau cua luan van

- Ten luan van: Xuc tien ban hang cua Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam den nam 2020.

- Ket cau luan van: Ngoai phan Md dau va Ket luan, luan van gom 3 chuung:

Chuang 1: Nhung ly luan chung ve xuc tien ban hang trong hoat dong kinh doanh cua doanh nghiep van tai Hang khdng.

Chuang 2: Thuc trang xuc tien ban hang cua Van phdng khu vuc Mien Bac thuoc Tong cong ty Hang khdng Viet Nam.

Chuang 3: Du bao tinh hinh phat trien thi truang van tai Hang khdng va gidi phap day manh xuc tien ban hang cua Van phdng khu vuc Mien Bac - Tong cong ty Hang khdng Viet Nam den nam 2020.

Chuff ng 1

NHUNG LY LUAN CHUNG VE XUC TIEN BAN HANG

TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP• • •

VAN TAI HANG KHONG

1.1 Dac diem cua xuc tien ban hang trong lihh vuc Hang khdng

1.1.1 Bac diem kinh doanh van lai Hang khdng

Van tai hang khong la phuong thuc van tai quan trong trong quan he kinh te qudc te va dac biet phat trien manh me trong nhung nam gan day Neu nam 1945 chi co khoang 9.000.000 hanh khach di lai bang cac chuyen bay thuong mai thi nam 1988 da len 2.900.000.000 lugt ngudi va nganh Hang khdng the gidi da van chuyen duoc 61.200.000 tan hang hoa Mac du chi van chuyen khoang 1% tong khoi luong hang hoa trong thuong mai qudc te nhung doi vdi cac mat hang quy hiem, gia tri, hang thdi vu, hang tuoi song va khan cap thi van tai HK dung d vi tri sd mot

Van tai hang khdng cd nhieu uu diem noi troi so vdi cac loai hinh van tai khac, do la:

Mot la, tuyen during trong van tai hang khdng la khdng trung va hau nhu la during thang;

Hai la, toe do cua van tai hang khdng rat cao: Gap 27 lan so vdi during bien,

10 lan so vdi o to va 8 lan so vdi tau hoa;

vung trong mot qudc gia va nhieu qudc gia tren toan cau ma cac phuong tien van tai khac khdng lam duoc;

Bon la, van tai HK dien ra deu dan va vring quay von nhanh;

Nam la, van tai HK la phuong tien giao thong hien dai va an toan.

Tuy nhien phuong thuc van tai nay cung ton tai nhieu bat cap Ion nhu:

Can von lan de dau tu cho ca sd ha tang, phuang tien van tai va kiem soat khdng luu Do do kha nang phat trien van tai HK cua mot quoc gia phu thuoc rat

nhieu vao sir ho trg tir phia Nha nude ve von, cdng nghe va dao tao, trong khi cac phuong tien van tai khac khdng can nhu vay;

Gid cifdc hanh khach va hang hoa cao hon nhieu lan so vdi cac phuong tien van

Dac tinh khdng the tach rod giua san xuat va tieu dung

San pham dich vu gan lien vdi hoat dong cung cap dich vu Cac san pham cu the la khdng dong nhat nhung deu mang tinh he thong, deu tir cau true cua dich vu

co ban phat trien thanh Mot san pham dich vu cu the gan lien vdi nguon cung cap cho du do la con ngudi hay may moc Qua trinh san xuat dich vu gan lien vdi viec tieu dung dich vu Ngudi tieu dung cung tham gia vao hoat dong san xuat cung cap dich vu cho chinh minh Neu dich vu cd nguon cung cap la con ngudi, su cd mat cua ngudi cung cap la tat yeu Dich vu khdng dugc hinh thanh, san xuat sau do mdi tieu thu ma qua trinh san xuat va tieu thu dich vu dien ra dong thdi Chinh dac trung nay dan den su han che doi vdi hieu qua cua kenh phan phoi dich vu do

Tinh khdng dong nhat va kho tieu chuan hoa chat luang

Trude het la do hoat dong cung ung Cac nhan vien cung ung dich vu kho cd the tao ra dugc dich vu nhu nhau trong cac dieu kien, thdi gian lam viec khac nhau Ngudi tieu dung mua mot san pham cua nha san xuat vdi hy vgng rang san pham nay se giong vdi hang nghin, tham chi hang trieu san pham khac cung kieu Tuy nhien trong san xuat dich vu, dat dugc muc do tieu chuan hoa chung la kho khan hon nhieu do phan ldn cac dich vu cd lien quan den con ngudi va bi rang buoc chat che bdi ngudi cung cap chung Hon nua, khach hang la ngudi quyet dinh chat lugng dich vu dua vao cam nhan cua hg Vdi cung mot san pham, cac khach hang khac nhau cd the cam nhan ve chat lugng khac nhau, tham chi trong nhung hoan canh, thdi gian khac nhau thi mot khach hang cd the cam nhan khac nhau Su khdng on

dinh chat lupng nay giai thich vi sao ngubi mua dich vu thubng hoi y kien nhtrng ngubi mua khac khi lua chon ngubi cung cap dich vu.

Ngoai viec khong dong nhat ve chat lupng, su vo hinh b dau ra cua dich vu

la ly do dan den kho co the chuan hoa san pham dich vu

Tinh khdng hat gift duoc

Dich vu duoc tieu dung tuc thbi, khdng the cat gitr trong kho lam phan dem dieu chinh su thay doi nhu cau thi trubng nhu cac san pham khac Chinh dac diem nay lam mat can doi quan he cung cau cue bo giua cac thbi diem khac nhau trong ngay, tuan, thang, mua dan den viec cac doanh nghiep cung ung dich vu se gap kho khan trong viec tan dung het cong suat co sb vat chat ky thuat Cac chuyen bay co the su dung khong het cong suat vao ngay thubng nhung vao ngay cao diem (ngay le, chu nhat ) nhu cau thubng tang len, co nhieu ngubi dat cho hon, doi hoi tan suat cung nhu tai cung ung vao nhung ngay nay can nhieu hon Chinh

vi vay, mot so cong ty Hang khdng da dua dieu khoan phat trong trubng hop

khach hang huy chuyen sau khi da dat cho Do dac trung nay ma nhieu cong ty cung ung dich vu rat can ap dung cac chien lupc nham dieu hoa tot nhat cung va cau theo thbi gian

Ngoai ra, dich vu van tai hang khdng con co mot sb dac diem rieng:

Luat dp dung cho nganh hang khdng chat che han cac nganh khac

Do van tai hang khong la mot nganh kinh doanh dich vu chien lupc, co anh hubng ldn den nhieu linh vuc trong nen kinh te, co the phai tham gia thuc hien nhung nhiem vu chinh tri cua Nha nude Mat khac, van tai Hang khong co hang rao gia nhap tuong doi kho khan, doi hoi mot sb lugng von khong lb cung vdi mot he thong ky thuat, trang thiet bi, co sd ha tang hien dai

Chi phi co hoi ldn

Do viec dat giu cho cho moi chuyen bay co the co hieu luc hon 1 nam, khach hang co the dat cho nhung rat nhieu kha nang se khong mua ve, dieu do ddn ddn mot dac trung ldn cua nganh Hang khong la chi phi co hoi rat ldn Cung chinh tu dieu nay ma co su phan phoi ve gia (khach dat cho va mua ve cang gan ngay bay thi cang dupe hudng muc gia uu dai hon)

San pham van tai hang khong la su ket hop cua chuoi san pham cua cac dich

vu thong nhat, co su tham gia cua nhieu doanh nghiep cung cap dich vu Khi khach hang dupe dua den noi minh can den dung thdi gian dinh trudc, dich vu van chuyen hang khong ve co ban duoc coi la hoan thanh De ket thuc chuyen di, thuc te khach

da trai qua rat nhieu cac khau dich vu: Dat giu cho, mua ve, lam cac thu tuc len may bay, gui hanh ly, bay, cac dich vu phu them trong khi bay Cac khau dich vu co the do cac don vi khac nhau thuc hien nhung co lien quan chat che vdi nhau, hoat dong cua dich vu nay phu thuoc nhieu vao ket qua cua khau dich vu trudc Vi du, de phuc vu thuc an chay, thuc an dao Hoi cho khach tren may bay, co nhieu don vi phai phoi hop: Noi nhan yeu cau cua khach (thuong la noi dat cho, ban ve), don vi phuc vu khach tai san bay, nha cung cap suat an cho cac hang hang khdng, to tiep vien cua Hang van chuyen Phan ldn cac khau dich vu tren co the lap lai neu hanh trinh khach di nhieu chang bay va dich vu ket thuc khi khach ket thuc hanh trinh cudi cung Tuy vay, thong thuong khach chi phai tra tien trudc mot lan cho tat ca cac dich vu tren cho Hang xuat ve

Cd sir tham gia cua nhieu ngtreri “khdng ” sir dung

Thong thuong, qua nua sd khach bay khdng true tiep dat cho, lira chon hanh trinh, mua ve ma do nha tai tro, don vi to chuc, bo phan chuc nang cua co quan, thu

ky hoac nhtrng ngudi hieu biet hon thuc hien cho Cd the noi khach hang van tai bao gom: Hanh khach, Ngudi tra tien, Ngudi quyet dinh, Ngudi mua, Ngudi tu van Dac diem nay doi khi gay rat nhieu kho khan cho cac nha van chuyen trong viec lam hai long khach hang cung nhu viec lira chon ai trong 5 doi tuong noi tren trong cong tac xuc tien

Chat lirang dich vu kho kiem soat

San pham cua dich vu van chuyen hanh khach la sir ket hop cua chuoi cac san pham dich vu thong nhat va lien hoan, tu luc khach dat giu cho, mua ve, ra san bay, lam thu tuc, bay den luc tra hanh ly, tien khach rdi nha ga diem den Tren thuc te, moi don vi thuc hien dich vu hoat dong doc lap vdi nhau, tham chi cd nhung dich vu Hang van chuyen phai su dung (thue) cua cac don vi khac De mot

chuyen bay cat canh dung ngay gid va dam bao dung cac yeu cau ve kinh te, ky thuat (xep duoc luong hanh khach va hang hoa toi da ma van dam bao duoc can bang trong tai de dieu khien de dang, tiet kiem nhien lieu), cac don vi sau

hop chat che voi nhau: Don vi lam thu tuc cho khach, xep khach len may bay, xep hanh ly cua khach, don vi van chuyen va boc xep hang hoa, don vi cung cap nhien

phai phoi

lieu, to bay Tham chi, khi mot nha van chuyen cham hoac huy chuyen se anh hudng lien doi den rat nhieu cac nha van chuyen khac co cac chuyen bay noi tiep Chinh vi vay, chi mot khau dich vu yeu kern se anh hudng den chat luong dich vu cua ca he thong Trong khi do, cam nhan cua khach hang ve chat luong cua ca he thong dich vu thuong bat nguon ttr chat luong cua khau dich vu yeu kern nhat

1.1.2 Dac diem cua xuc tien ban hang trong kinh doanh van tai hang khdng

Xuc tien ban hang la thuat ngu xuat hien trong kinh te hoc tu nhung nam dau cua the ky 20 cung vdi su hinh thanh va phat trien cua khai niem marketing XTBH gan lien vdi hoat dong cua thi trudng va Marketing vi XTBH la mot bo phan khdng the tach rdi trong md hinh Marketing hon hop (Marketing mix) cua bat cu doanh nghiep nao, bat cu nen kinh te nao Marketing hon hop bao gom bon yeu to, thuong dupe goi la 4Ps:

> Chinh sach san pham (Product)

> Chinh sach gia (Price)

> Chinh sach phan phoi (Place)

> Chinh sach xuc tien (Promotion): Chinh sach cho nhung hoat dong bao gom quang cao, quan he cdng chung (PR) va XTBH

Bon yeu to nay ludn luon ket hop voi nhau, twang tac lan nhau va giup nhau

cung phat trien Hoat dong Marketing cua mot doanh nghiep khdng the thanh cdng neu thieu mot trong bon yeu to nay nhat la yeu to xuc tien thuong mai Xuc tidn ban hang la mot P vo cung quan trong cua 4Ps trong Marketing hon hop Co rat nhieu cac dinh nghia khac nhau ve xuc tien ban hang:

- Theo each truyen thong, XTBH duoc hieu la hoat dong trao doi va ho tro thong tin giua ngubi ban va ngubi mua, hoac qua khau trung gian nham tac dong tbi thai do va hanh vi mua ban qua do thuc day viec mua ban, trao doi hang hoa va dich

vu chu yeu nham mb rong va phat trien thi trubng

- Hiep hoi cac dai ly quang cao My dua ra nhan dinh: “XTBH la bat ky hay toan bo cac hoat dong khong ke cac phuong tien thong tin dai chung dan den ban hang co hieu qua, co nang suat va co loi nhuan cac san pham hoac dich vu”

- Trong cudn “Essentials of Marketing” Perreault va William dinh nghia nhu sau: “XTBH la viec truyen tin giua ngubi ban va ngubi mua hay nhung khach hang tiem nang khac nham tac dong vao hanh vi va quan diem cua ngubi mua hang Chuc nang XTBH chinh cua nha quan tri marketing la mach bao cho khach hang muc tieu biet dung san pham, dung chd va dung gia”

- Tap chi Bussiness Today dinh nghia mot each don gian nhung khong kern phan xac dang rang: “XTBH va ho tro kinh doanh la viec doanh nghiep su dung rong rai cac ky thuat thuyet phuc khac hang khac nhau de lien he duoc vbi thj trubng muc tieu va tat ca cong chung”

- Hiep hoi cac cong ty quang cao cua My lai dinh nghia: “XTBH la bat

ky hoat dong nao tao ra mot dong co de mua san pham ngoai cac loi ich von co cua san pham”

- Theo Giao su Marketing noi tieng Phillip Kotler thi: “Xuc tien la hoat dong thong tin tbi khach hang tiem nang Do la cac hoat dong trao truyen, chuyen tai tbi khach hang nhung thong tin can thiet ve doanh nghiep, san pham cua doanh nghiep, phuong thuc phuc vu va nhung loi ich khac ma khach hang co the thu duoc

tu viec mua san pham hay dich vu cua doanh nghiep cung nhu nhung thong tin phan

man yeu cau cua khach hang”

- Luat Thuong mai Viet Nam (1999) dinh nghia: “XTTM la hoat dong nham tim kiem, thuc day co hoi mua ban hang hoa va cung ung dich vu thuong mai, bao gom cac hoat dong quang cao (QC), hoi cho tricm lam (HCTL) va khuyen mai”

Ttr cac dinh nghia va phan tich neu tren chung ta co the di den ket luan: XTBH la mot bo phan quan trong trong marketing, lam cau noi gitra san xuat va tieu dung, tac dong true tiep hay gian tiep den hanh vi mua hang thong qua cac hoat dong cung cap thong tin, thuyet phuc va nhac nha.

Trong thi truong muc tieu, ngoai viec cung cap san pham, dich vu thich hop, gia ca canh tranh doanh nghiep con phai lap chien luge xuc tien huu hieu, tong hap (Promotion-mix)

Chien luge Promotion-mix bao gom su ket hap chat che cung luc nhieu yeu

to nhu: quang cao, quan he cong chung, quang ba, khuyen thi (khuyen mai, khuyen mai), ban hang ca nhan ban hang qua dien thoai, phai doan thuong mai, hoi chg thuong mai quoc te va trien lam thuong mai qudc te Tuy theo dieu kien va moi truong kinh doanh cua doanh nghiep de chon cac yeu to ket hop trong Promotion­mix sao cho phu hop va hieu qua

Su- can thiet cua XTBH:

Xuc tien ban hang mot nhan to quan trong trong qua trinh san xuat kinh doanh cua doanh nghiep, la mot bo phan khdng the thieu duoc trong quan ly, do do

no cd mot sd vai tro co ban sau:

- Xuc tien ban hang dong vai tro trung gian, cau noi gitra cac doanh nghiep qua viec su dung mot loat cac cong cu cua minh Xuc tien ban hang se giup cac doanh nghiep cd co hoi phat trien cac moi quan he thuong mai vdi cac ban hang trong va ngoai nude, thong qua do, cac doanh nghiep cd dieu kien de them hieu biet lan nhau va dat quan he buon ban vdi nhau

- Xuc tien ban hang thuc day tao dieu kien cho cac doanh nghiep trong qua trinh hoi nhap, ton tai, phat trien va chiem lmh thi trudng mot each cd hieu qua nhat, hay noi each khac, xuc tien ban hang cd vai tro ho tro cho cac doanh nghiep hoat dong binh dang va lanh manh hon trong nen kinh te Thong qua xuc tien ban hang, cac doanh nghiep tiep can duoc vdi thi trudng tiem nang cua minh, cung cap cho khach hang tiem nang nhung thong tin can thiet, nhung dich vu uu dai dd tidp tuc chinh phuc khach hang cua minh va loi keo khach hang cua cac doi thu canh tranh

- Xuc tien ban hang la mot cong cu quan trong trong Marketing Chinh nha viec giao tiep co hieu qua gitra cac thanh vien trong to chuc va giua cac doanh nghiep vdi khach hang ma su van dong cua nhu cau va hang hoa xich lai gan nhau hon mac du nhu cau cua khach hang la phong phu va bien doi khong ngirng.

- Xuc tien ban hang tac dong va lam thay doi co cau tieu dung Khach hang bat ky nao cung thuong co nhieu nhu cau cung mot luc, bo phan Marketing cua doanh nghiep co the thuc hien cac bien phap xuc tien de gpi md nhu cau, ki'ch thich ngudi tieu dung san sang chi tieu cho nhu cau nay hay nhu cau khac

- Xuc tien ban hang lam cho viec ban hang de dang va nang dong hon, quyet dinh lap va dua hang vao cac kenh phan phoi hop ly Qua viec xuc tien ban hang, doanh nghiep cd the tao ra dupe nhung loi the ve gia ban

Do vay, xuc tien ban hang khong phai chi la nhung chinh sach, bien phap ho tro cho cac chinh sach san pham, gia va phan phoi ma con lam tang cudng ket qua thuc hien cac chinh sach do, dieu do cd nghia la xuc tien ban hang con tao ra tinh uu the trong canh tranh

Bac diem cua XTBH trong kinh doanh van tai hang khdng:

Cac hoat dong XTBH chu yeu nham vao ngudi tieu dung bao gom: Trung bay tai noi ban hang, tang qua khi mua hang, bieu khdng san pham mau dung thu, thi cd thuong va xd so Mac du XTBH gom nhieu cdng cu khac nhau nhu: Phieu thuong, thi do, qua tang nhung cac cdng cu do deu cd chung dac diem sau:

- Su truyen thong cd tinh xung dong nhat thdi Chung thu hut su chu y va thuong cung cap nhung thong tin cd the dua lai gia tri bo sung cho ngudi tieu dung

- Su khich le, chung ket hop str tudng thuong, su xui khien hay su cdng hien co the dira lai gia tri bo sung cho ngudi tieu dung.

- Su mdi chao, ham chua rd net su mdi chao kich ddy khach hang nhanh hon.Cac cdng ty su dung XTBH de cd dupe su dap ung nhanh va manh hon XTBH cd the dupe su dung de chao hang trd nen ngoan muc hon de vuc day mot doanh so dang suy giam Tuy vay, hieu nang cua XTBH thuong ngSn han va khdng huu hieu trong viec xay dung sir ua chuong va hinh anh lau dai ddi vdi mat hang ban

Cac hinh thuc thuong duoc su dung trong XTBH cua cac doanh nghiep kinh doanh van tai HK la:

®“Qua tang: la nhung mon hang dupe bieu khong hay ban vdi gia giam de khuyen khich ngudi mua hang mua mot loai san pham nao do Muc tieu co ban cua mot chien dich tang qua la tang so lupng hang ban, ngoai ra con cd mot so muc tieu khac:

- Loi keo khach hang dang su dung cac nhan hieu cua cong ty va trd thanh ngudi su dung thuong xuyen

- Tao ra su trung thanh vdi nhan hieu va hap dan ngudi mua mua lai san pham cua cong ty

- Khuyen mai ngudi mua vdi so lupng ldn

- Rich thi'ch viec mua khdng chu dinh trudc cua khach hang

Trong kinh doanh van tai hang khdng, viec ban ve cho mot khoi lupng khach hang ldn, thuong xuyen neu don het vao cac phdng ve true tiep cua cac hang hang khdng la viec hoan toan khdng the thuc hien dupe Vdi tiem luc co so vat chat, nguon nhan luc cd han, cac phdng ve khdng the dap ung dupe het nhu cau cua toan thi trudng ma can cd su tro giup cua mot luc lupng trung gian la cac dai ly ban ve may bay tren toan quoc, mot bo phan khdng the thieu trong kenh phan phoi gop phan day nhanh viec kich thich thi trudng Thuong cac hinh thuc xuc tiX; ban cho doi tupng nay nhu sau:

Uu dai thuong mai va tro cap xuc tien:

Uu dai thuong mai la cong cu de nha san xuat su dung trong thdi gian ngan

de dam bao su phan phoi ban le mot san pham hay de tang them ho trp xuc tien ban ttr nhung ngudi trung gian Nd thuong the hien dudi hinh thuc chiet khau, trp cap

va tang hang mien phi, thuong dimg de dat cac muc tieu sau:

- Thiet lap kenh phan phoi cho san pham

- Tang cudng hoat dong ban le va cac hoat dong trung bay dac biet

Trp cap xuc tien: theo thoa thuan trp cap mua hang, nha san xuat dua cho ngudi trung gian mot so tien cu the (hoac chiet khau) de doi lai ngudi trung gian mua mot sd hang cu the trong thdi gian nhat dinh

Giam gia khi mua tiep: la mot hinh thuc khuyen khich bang tien cu the cho viec mua mdi hay mua them san pham dua tren so lugng mua trong hinh thuc uu dai thuong mai trudc.

Hang tang: cac nha trung gian duoc nhan mot so hang mien phi (khdng bang tien) cho viec mua luong san pham cu the hay mot so san pham khac cua cung mot nha san xuat

Tro cap quang cao hay tro cap trung bay hang: la cac bien phap khuyen khich nhung ngudi trung gian cho viec quang cao mot san pham cua mot nha san xuat the hien qua hinh thuc thanh toan bang tien tuong duong vdi phan tram cua tong doanh so mua san pham trong mot khoang thdi gian cu the

Yeu cau cua XTBH trong kinh doanh van tai hang khdng:

De kinh doanh dat duoc hieu qua cao thi mot mat doanh nghiep phai dua ra mot muc gia hop ly va chuan bi cho san pham san sang cho he thong phan phoi, mot mat doanh nghiep phai tim each tiep can khach hang tren thi trudng muc tieu va phai dua den duoc cho khach hang day du nhung thong tin ve san pham ma doanh nghiep cung cap cho khach hang va loi keo ho ve phia minh Muon vay, cong tac xuc tien cua doanh nghiep kinh doanh van tai phai dat duoc cac yeu cau sau:

Phai phu hop vdi muc tieu chien luge chung cua Marketing-mix: Marketing­mix la chien luge cua cong ty con xuc tien la mot bo phan cua Marketing-mix Khi hai van de nay thong nhat vdi nhau thi se cung ho trg de phat trien, con khdng se gay can trd lan nhau Neu hoat dong xuc tien khdng phu hgp vdi muc tieu Marketing-mix thi se gap kho khan khi thuc hien nhu: lang phi, tap trung qua nhieu nhan luc, vat luc mot each khdng can thiet

Tap trung vao thi trudng trong diem: Doanh nghiep phai xac dinh rd dugc thi trudng trgng diem va doi tugng nhan tin cua cong tac xuc tien mot each chinh xac,

cd nhu vay mdi dam bao hieu qua cua cong tac xuc tien, tranh tinh trang dat dugc muc tieu nhung chi tran lan, chi khdng dung muc dich, chi khdng co hieu qua Muon vay cong tac xu ly du lieu, nghien cuu va phan tich thi trudng phai dugc uu tien, coi trong dung muc

Dam bao nguyen tac trien khai: Hoat dong xuc tien khong bao gio co the hoat dong doc lap ma can phai phdi hop cac hoat dong, linh virc khac nhau nhung can phai dam bao cac nguyen tac:

ve mon an, khoang each rong rai giua cac hang ghe va cac dich vu bo sung

Tom lai, de cong tac xuc tien cua doanh nghiep kinh doanh van tai Hang khdng trd thanh mot cong cu canh tranh cd hieu qua, doanh nghiep phai dam bao nhung yeu cau co ban trong cong tac xuc tien thuong mai tren co sd thoa man nhung yeu cau dac thu cua nganh dich vu van tai hang khdng

1.2 Xay dung va trien khai thuc hien chuong trinh xuc tien ban hang cua doanh nghiep van tai hang khdng

1.2.1 Nghien cieu thi trudng van tai hanh khach bang dudng hang khdng

Nghien cuu thi trudng la viec phan tich, danh gia ve lugng va chat cua cung

va cau mot san pham dich vu van tai hanh khach bang dudng hang khdng Muc tieu cua viec nghien cuu thi trudng la de cd dugc nhung thong tin can thiet phuc vu qua trinh hoach dinh ra phuong an kinh doanh Cac nguon thong tin nay nham tra loi cac cau hoi: Hang hang khdng nen hudng vao thi trudng nao? Tiem nang cua thi trudng? Lam the nao de nang cao doanh thu? San pham, dich vu nhu the nao? Gia

ca bao nhieu? Mang dudng bay nen dugc td chuc nhu the nao?

Nghien cuu thi truong co y nghia dac biet quan trong, vi day la co sb de xac dinh khoi luong ban, gia ban, mang ludi bay, lich trinh bay va so sanh vdi nang luc van chuyen hanh khach thuc te ma hang minh co the dap ung duoc hay khong?

Nghien cuu thi truong con giup cac hang biet dupe xu hudng, su bien dong nhu cau cua khach hang, su phan ung cua ho doi vdi san pham dich vu cua hang, thay dupe cac bien dong nhu cau va gia ca, ttr do co cac bien phap dieu chinh phu hop

Do kinh doanh van tai hanh khach bang dubng hang khdng mang tinh dac thu, con co mot sb gidi han va cac quy dinh khat khe rieng cua ttrng hang hang khong khac nhau va nang luc van chuyen hanh khach cua loai may bay ma minh sb htru cung rat khac nhau, viec nghien cuu thi trudng se giup cac hang co ke hoach dau tu co sb vat chat, may mbe ky thuat co sb ha tang, cac loai may bay phu hop de don trudc cac co hoi kinh doanh trong tuong lai, canh tranh dupe vdi cac hang hang khong ldn manh khac Nhu cau thi trudng cua van tai hanh khach bang dubng hang khong tang manh, viec xac lap cac chu the kinh te cua thi trudng van tai hang khong bao gom: cac nha van chuyen hang khong thuong mai (con gpi la cac hang hang khong), do la chu the tao nen “cung” (supply) cua dich vu van tai hanh khach bang dudng hang khong Cac khach hang, bao gom nhtrng ngudi co nhu cau (co kha nang thanh toan) di lai bang dudng hang khong Cau cua khach hang tren thi trudng van tai hang khong co the gom 2 nhom doi tuong: doi tuong hanh khach pho bien nhat

va sb luong cung chiem tuyet dai da sb do la khach du lich, khach tham than nhan,

du hoc, lao dong ,doi tuong khach thuong nhan vdi sb luong it nhung co the dem lai lpi nhuan rat cao do tan suat di lai bang may bay ldn va co kha nang tra gia ve cao hon cac hanh khach thong thuong khac

De ho tro hieu qua hon va mb rong quy mb kinh doanh cua hang trudc su canh tranh quyet liet cua thi trudng van tai hang khong, nhu cau khach hang thay

doi, san pham canh tranh cac hang hang khdng can phai khai thac mot each htru

hieu cac cong cu Marketing nhu: Quang cao va khuybn khich ban hang vdi chdt luong dam bao nhu da cam ket va b muc gia linh dong