Phát triển chính sách phân phối sản phẩm chương trình du lịch của công ty tnhh lữ hành hương giang hà nội đối với thị trường gửi khách pháp

So bang/ so do TEN BANG/ SO DO TrangSo dd 1.1 Trung gian lam tang hieu quatiep xuc 19 So do 1.2 Mot so cau true kenh phan phoi thOng dung 20 So do 1.3 Cac kenh phan phoi san pham - chuon

HA NOI

CHUVNG TRiNH D U LICH CUA CONG TY TNHH

THI TRU tf NG GOI KHACH PHAP

Danh muc cac ch& viet tat

Tom tat luan van

PHAN Md DAU 1

Chuong 1 - CO Sd LY LUAN VE CHINH SACH PHAN PHOI SAN PHAM TRONG KINH DOANH LU HANH 5

1.1 BAN CHAT CUA HOAT DONG KINH DOANH LUHANH 5

1.1.1 Khai quat ve kinh doanh lu' hanh 5

1.1.1.1 Tinh tat yeu khdch quart cua kinh doanh lit hanh 5

1.1.1.2 Nhitng lai ich cua boat dong kinh doanh lit hanh 7

1.1.2 Dac diem cuakinh doanh lu hanh 8

1.1.2.1 Noi dung cua kinh doanh lit hanh 8

1.1.1.2 Dac diem cua kinh doanh lit hanh 9

1.1.3 Dac tinh cua san pham - chuong trinh du lich 11

1.1.3.1 Khai quat ve chitcmg trinh du lich 11

1.1.3.2 Dac diem cua san pham - chitcmg trinh du lich 13

1.2 NOI DUNG CO BAN CUA CHINH SACH PHAN PHOI SAN PHAM 15

1.2.1 Ban chat cua kenh phan phoi 16

1.2.1.1 Mot sd khai niem cd ban 16

1.2.1.2 Qua trinh phat trien cua boat dong phan phoi 17

1.2.1.3 Vai tro cua cac trung gian tlutcmg mai 18

1.2.2 Cau true va to chut kenh phan phoi 20

1.2.2.1 Cau true kenh phan phoi 20

1.2.2.2 To elide va boat dong cua kenh 22

1.2.3 Lua chon va quan ly kenh phan phoi 24

1.2.3.1 Lira chon kenh phan phoi 24

1.2.3.2 Quan ly kenh phan phoi 26

1.3.2 Quan ly kenh phan phoi trong kinh doanh lu hanh 33

Chuong 2 - THVC TRANG CHINH SACH PHAN PHOI CUA CONG TY TNHH II HANH HUONG GIANG HA NOI DOI Vdl THI TRUING GUI KHACH PHAP GIAI DOAN 2000 - 2005 35

2.1 THUG TRANG KINH DOANH LIT HANH CUA CONG TY TNHH LIT HANH HUONG GIANG HA NOI 35

2.1.1 Khai quat ve Cong ty TNHH Lu hanh Huong giang Ha noi 35

2.1.2 Hoat dong kinh doanh lu hanh cua Cong ty TNHH Lu hanh Huong giang Ha noi 43

2.1.3 Hoat dong kinh doanh chuong trlnh du lich cua Cong ty TNHH Luhanh Huong giang Ha noi doi vdi thi trudng giri khach Phap 53

2.2 THUG TRANG CHINH SACH PHAN PHOI SAN PHAM CUA CONG TY TNHH LU" HANH HUONG GIANG HA NOI DOI Vdl THI TRUING GUI KHACH PHAP GIAI DOAN 2000 - 2005 57

2.2.1 Mot so yeu to anh hudng den chinh sach phan phoi san pham cua Cong ty TNHH Lu hanh Huong giang Ha noi 57

2.2.1.1 Dae diem cua thi tritdng muc tieu 57

2.2.1.2 Cac yeu to khac 59

2.2.2 Lua chon kenh phan phoi 59

2.2.3 Quan ly kenh phan phoi 64

2.3 NHUNG DANH GIA VA NHAN XET VE CHINH SACH PHAN PHOI CUA CONG TY TNHH LUHANH HUONG GIANG HA NOI 72

2.3.1 Nhung uu diem va nhuqc diem cua chinh sach phan phoi hien tai 72

2.3.1.1 Nhitng itu diem 73

2.3.1.2 Nhitng nhitcrc diem 74

2.3.2 So sanh ve chinh sach phan phoi cua Cong ty TNHH Lu hanh Huong giang Ha noi vdi mot so doanh nghiep lu hanh tren dia ban Ha noi 76

DOI V()I THI TRUONG GUI KHACH PHAP GIAI DOAN 2006

-2010 81

3.1 PHUONG HU0NG VA MUC TIEU PHAT TRIEN CUA CONG TY TNHH LU* HANH HUONG GIANG HA NOI GIAI DOAN 2006-2010 81

3.1.1 Phuong hudng phat trien 81

3.1.2 Muc tieu chung 85

3.1.3 Muc tieu doi vdi thi trudng gui khach Phap 86

3.1.4 Dinh hudng chfnh sach marketing hdn hop doi vdi thi trudng gui khach Phap 87

3.2 CAC GIAI PHAP PHAT TRIEN CHINH SACH PHAN PHOI CUA CONG TY TNHH LUT HANH HUONG GIANG HA NOI DOI Vdl THI TRUONG GUI KHACH PHAP GIAI DOAN 2006-2010 89

3.2.1 Mot so yeu to anh hudng den chfnh sach phan phoi cua Cong ty TNHH Lir hanh Huong giang Ha noi trong thdi gian tdi 89

3.2.1.1 Cac yeu to thuoc thi trtfd ’ ng muc tieu 89

3.2.1.2 Cac yeu to khac 89

3.2.2 Cac giai phap nhSm phat trien chfnh sach phan phoi cua Cong ty TNHH Lu hanh Huong giang Hanoi giai doan 2006 - 2010 90

3.2.3 Mot sd kien nghi 102 3.2.4.1 Doi vdi Chinh Phu 103

3.2.4.2 Doi vdi Tong cue du lich 105

KET LUAN 107

TAI LIEU TH AM KH AO 109

PHU LUC

AA Hang hang khong cua My - American AirlinesASTA American Society of Travel Agents (Hiep hoi dai

ly Iff hanh Hoa ky)

JATA Japannese Association ofTravel Agents (Hiep hoi

dai ly Iffhanh Nhat ban)

HG Travel Hanoi Cong ty TNHH Lff hanh Hirong giang Ha noi

PATA Pacific Asia Travel Association (Hiep hoi du lich

Chau A - Thai binh duofng)

TO Cong ty/Doanh nghiep Iff hanh/du lich

TA Dai ly Iff hanh/du lich

VMS He thong A marketing chieuA doc

WTO World Trade Organization (To chffc thirong mai

A

the gioi)

WHL The WorldHotel-link (Hiep hoi lien ket khach san

quoc te)

So bang/ so do TEN BANG/ SO DO Trang

So dd 1.1 Trung gian lam tang hieu quatiep xuc 19

So do 1.2 Mot so cau true kenh phan phoi thOng dung 20

So do 1.3 Cac kenh phan phoi san pham - chuong trlnh du lich 30

So do 1.4 Kenh phan phoi chu yeu san pham lir hanh quO'c te

So do 2.1 Co cau to chile cua HG Travel Hanoi 39

So do 2.2 So sanh ti le ve luqt khach cua cac hoat dong kinh

doanh lu hanh cua HG Travel Hanoi giai doan 2000

So do 2.3 So sanh ti le ve doanh thu cua cac hoat dong kinh

doanh lir hanh cua HG Travel Hanoi giai doan 2000

So do 2.4 So sanh ti le ve lqi nhuan cua cac hoat dong kinh

doanh lu hanh cua HG Travel Hanoi giai doan 2000

So do 2.5 Ti le doanh thu binh quan cua cac hoat dong kinh

doanh lu hanh cua HG Travel Hanoi giai doan 2000

So do 2.6 Ti le lupt khach binh quan cua cac hoat dong kinh

doanh lu hanh cua HG Travel Hanoi giai doan 2000

So do 2.7 Ti le lpi nhuan binh quan cua cac hoat dong kinh

doanh lir hanh cua HG Travel Hanoi giai doan 2000

hanh inbond khac cua HG Travel Hanoi giai doan

Bang 2.4 Tong hop so lieu ve hoat dong kinh doanh lu hanh

cua HG Travel Hanoi giai doan 2000 - 2005 49Bang 2.5 Ket qua hoat dong kinh doanh chuong trinh du lich

doi vdi thi trubng gui khach Phap cua HG TravelHanoi giai doan 2000 - 2005 54

Bang 2.6 So sanh ket qua kinh doanh luhanh inbound Phap va

kinh doanh lu hanh inbound cua HG Travel Hanoi

Bang 2.7 So sanh chi tieu lqi nhuan thuan cua hoat dong kinh

doanh lu hanh inbound Phap va kinh doanh lu hanhinbound cua HG Travel Hanoi giai doan 2000 -

PHAN MO DAU

1 Ten de tai:

“Phat trien chinh sack phan phoi san pham - chiftfng trinh du lich

cua cong ty TNHH Lit hanh Huong Giang Ha noi doi vo'i thi trudng giii khach Phap ”

2 Tinh cap thiet cua de tai luan van:

+ Trude boi canh chuan bi gia nhap WTO va cung vdi su kien nay laviec thuc hien cac cam ket cua Chinh phu vdi cac Hiep dinh Thuong mai song

phuong, dac biet la Hiep dinh Thuong mai Viet - My (BTA), cac doanh nghiep Viet nam noi chung va cac doanh nghiep lu hanh noi rieng se budc

vao mot thi trudng mdi rong lorn horn va co cac cuoc canh tranh khoc liet hbn,

doi hoi cac doanh nghiep phai co su nhan thitc dung dan, cung nhu co su chuan bi cac dieu kien de canh tranh thanh cong veri cac doanh nghiep nude

ngoai

+ De gop phan vao thuc hien muc tieu phat trien cua du lich Viet nam ladon 3,6 trieu luqt khach du lich quoc te den trong nam 2006, dua du lich Viet nam that su trd thanh nganh kinh te mui nhon cua dat nude va nam trongnhom cac nude cd nganh du lich phat trien trong khu vuc cho tdi nam 2010, cac doanh nghiep kinh doanh du lich noi chung va cac cong ty kinh doanh lu

hanh noi rieng trong do cd Cong ty TNHH Lu hanh Huong giang Ha noi can

phai co chinh sach Marketing noi chung va chinh sach phan phoi san pham noi rieng phu hop vdi giai doan nay

+ Thi trudng gui khach Phap la thi trudng quen thuoc va quan trong cua

HG Travel Hanoi tu" nhieu nam nay Doanh nghiep da tien hanh cac hoat dong

kinh doanh va khai thac thi trudng Phap tuf nhung nam 2000 va dat duqc

nhung ket qua kha quan, song ben canh do van con rat nhieu nhung kho khan

rieng cua doanh nghiep doi vdi thi trudng nay can phai co nhieu thay doi chophu hop hon nua trong thdi gian tdi.

3 Muc dich nghien cun:

Muc dich cua luan van la tim ra cac giai phap dong bp nhSm phat trienchinh sach phan phoi cua HG Travel Hanoi doi vdi thi trudng gui khach Phapcho giai doan 2006 - 2010 De thuc hien dupe muc dich de ra, luan van can

phai:

+ Lam ro nhung luan cd khoa hoc cua chmh sach phan phoi trong kinh doanh lu hanh vdi cac san pham - chuong trinh du lich cho cac thi trudng gui khach quoc te

+ Tren co so ly luan, phan tfch va danh gia thuc trang de tim ra mau

thuSn giua ly luan va thuc tiPn cua chfnh sach phan phoi san pham - chuong

trinh du lich cua HG Travel Hanoi doi vdi thi trudng Phap gia doan 2000

4 Doi tupng va pham vi nghien ctru:

+ Doi tupng nghien cun: la co so ly luan va thuc ti£n noi dung chfnh sach phan phoi doi vdi san pham la chuong trinh du lich ma HG Travel Hanoi

dang ap dung cho thi trudng gui khach Phap trong giai doan 2000 - 2005

+ Pham vi nghien ctru: T/zu nhat, trong pham vi cua luan van se d6 cap

tdi la chinh sach phan phoi doi vdi cac san pham la chitang trinh du lich trong

kinh doanh lu hanh

Thd hai, luan van tap trung vao thuc ti6n hoat dong phan phoi san pham

- chuong trinh du lich cua HG Travel Hanoi trong giaidoan 2000 - 2005 doi

vdi thi trudng Phap.

5 Phuong phap nghien cuu:

Phuong phap nghien cuu ma luan van su- dung bao gdm:Phuong phap

duy vat bien chiing va duy vat lich sir, phuong phap thu thap va xuf ly thong tin

so cap va thu cap, phuong phapchuyen gia

6 Nhung dong gop cua luan van:

+ Luan van gop phan phat trien co so ly luan ve chinh sach phan phoi

san pham - chuong trinh du lich doi vdi cac thi trudng gui khach quoc te chocac doanh nghiep lu hanh

+ Viec xay dung cac luan cu khoa hoc dua tren ca ly luan va thuc tifin

se ho trp HG Travel Hanoi thuc hien hieu qua hon chinh sach phan phoi doi vdi thi trudng gui khach Phap cho giai doan tdi

+ Luan van cd the la mot tai lieu de cac doanh nghiep lu hanh quoc tetai Ha noi tham khao trong qua trinh xay dung va quan ly he thong kenh phan

phoi san pham cho cac thi trudng giri khach quoc te noi chung va thi trudngPhap noi rieng

7 Ket cau cua luan van

Ngoai phan mo dau, ket luan, danh muc tai lieu tham khao, luan van duqcchia lam 3 phan:

giang Ha noi doi vdi thi trudng gui khach Phap giai doan 2000 - 2005

Chitons 3: Cac giai phap phat trien chinh sach phan phoi san pham cua cdng ty TNHH Lur hanh Huong giang Ha noi doi vdi thi trudng guri khach Phap giai doan

2006 - 2010

Chuong I

CO Sd LY LUAN VE CHINH SACH PHAN PHOI SAN PHAM TRONG KINH DOANH LGHANH

1.1 BAN CHAT CUA KINH DOANH LUhANH

1.1.1 Khai quat ve kinh doanh I& hanh

1.1.1.1 Tinh tat yeu khach quan cua kinh doanh lit hanh

Tinh tat yeu cua kinh doanh lu hanh xuat phat th nhung nguyen nhansau:

Thd nhat, phan lbn cung du lich mang tinh chat co dinh, khong the di

chuyen, con cau du lich lai phan tan b khSp moi noi

Thu hai, cdu du lich mang tinh tong hop, dong bo cao, trong khi mbidon vi kinh doanh du lich chi dap ling mot (hoac mot vai) phan cua cau du lich

Thu ba, viec cung cap va thu thap thong tin cua nha cung cap va khach

xa hoi cang phat trien, trinh do dan tri dupe nang cao, thu nhap cua ngubi dan tang len thi ngubi ta cang co xu hubng chuyen mon hoa de nang cao nang suatlaodong

1.1.1.2 Nhiing loi ich cua kinh doanh lit hanh

Dau tien phai ke den la loi ich ma kinh doanh lu hanh dem lai cho

khach du lich Khi khach du lich di du lich thong qua cac chuong trinh cua

cac doanh nghiep lu hanh, ho co dupe mot su dam bao ve chat lupng cac dich

vu ma ho se sb dung

Con doi vbi cac nha cung cap, nhb co cac doanh nghiep lu hanh thu hut

chu dong hon cho viec tieu thu san pham, nang cao chat lupng dich vu, tranh

lang phi

Cac chu the tai cac diem den du lich tim kiem dupe nhieu hon cac lpifch, dac biet la lpi ich ve kinh te thong qua hoat dong xuat khau tai chd va

xuat khau vo hinh, do hoat dong kinh doanh lu hanh hinh thanh cac mang ludi

marketing tren pham vi rong, gop phan quang ba hinh anh cho diem den va thu hut khach

Cuoi ciing, ban than cac chu the tham gia vao hoat dong kinh doanh luhanh cung khong ngoai muc dich tim kiem lqi ich cho minh Tat nhien, lpi ich

nay chi dat dupe thong qua viec hoat dong kinh doanh lu hanh da dam bao

dupe lpi ich cho cac ben cung tham gia

1.1.2 Dac diem cua kinh doanh l& hanh

1.1.2.1 Noi dung cua kinh doanh lit hanh

Kinh doanh lu hanh bao gom nhung noi dung sau:

Tide nhdt, vdi vai tro la cac trung gian phan phoi trong he thong kenh

phan phoi cac san pham du lich, cac doanh nghiep lu hanh thuc hien cac hoat

dong nham ban san pham cho cac nha cung cap va hudng hoa hong tir ho

Tint hai, noi dung dac trung nhat cua hoat dong kinh doanh lu hanh do chinh la kinh doanh chuong trinh du lich tron goi Hoat dong nay dupe coi labieu hien cua chile nang “san xuat” cua cac doanh nghiep lu hanh

Thu: ba, cac cdng ty lu hanh ldn, vdi he thong co sd vat chat phong phu, tiem luc tai chinh ldn manh khong chi dirng lai d hoat dong kinh doanh bao

gom trong hai noi dung tren, ma ho cd the dam bao cung cap cho khach du

lich phan ldn cac san pham nham thoa man tat ca cac nhu cau trong chuyen du

lich

1.1.2.2 Dac diem cua kinh doanh lit hanh

Thit nhdt, hoat dong kinh doanh lu hanh la mot trong nhung nganh nghe

cua hoat dong kinh doanh du lich

T/zz?ba, cac san pham cua kinh doanh lu hanh deu la dich vu, khong co

su gop mat cua cac san pham vat chat nhu mot so' hoat dong kinh doanh du lich khac

Thu tie, kinh doanh lu hanh co xuat xtr o nhung noi cd nguon khach

tiem nang, trie la noi tap trung lupng cau ldn ve san pham du lich Tuy nhien,

ngay nay hoat dong kinh doanh lu hanh con dupe to chut d gan nhung vung

cd tai nguyen du lich

Thi? nam, hoat dong kinh doanh lu* hanh khong doi hoi ngudi tham gia

vao linh vuc nay qua nhieu ve nguon luc tai chinh, ma chu yeu ho can cd kha

nang to chut va cac mo'i quan he khong chi vdi cac nha cung ung, khach hang

muc tieu, ma con vdi cac coquan huu quan va cac to chut cd lien quan

1.1.3 Dac tinh cua san pham - chuong trinh du lich

1.1.3.1 Khai quat ve chitang trinh du lich

Theo khoan 13, dieu 4, chuong I cua Luat du lich Viet nam thi:

Chuang trinh du lich la lich trinh, cac dich vu va gid ban chuong trinh duoc dinh trudc cho chuyen di cua khach du lich tit noi xuat phat den diem ket thuc chuyen di ”

1.1.3.2 Dac diem cua san pham - chuong trinh du lich

• Tinh vd hinh: do chuong trinh du lich la su ket hop cua cac dich vu khac nhau tao thanh nen dac trung dich vu cua nd la mot dieu dd hieu

• Tinh khong dong nhaf mot chuong trinh du lich cd the dupe ban

nhieu lan vdi noi dung nhu nhau, nhung do thdi diem to chut thuc hien khac nhau nen chat lupng cac chuyen di tuong ung se kho cd the duy tri giong het

vi bi anh hudng cua nhidu nhan to'khac

• Tinh phu thuoc vao uy tin cua nha cung cap: Ngoai trtr mot so

cac cong ty lu hanh lbn co the tu cung cap phan lbn cac dich vu cho chuong trinh du lich cua ho, thi hau het cac doanh nghiep lu hanh deu sir dung cac

dich vu cua cac nha cung cap khac

• Tinh de bi sao chep: Cac doanh nghiep lu hanh co the mat nhieuthbi gian va chi phi khi xay dung mot chuong trinh du lich moi, nhung dieu do khong dam bao doanh nghiep la ngubi duy nhat so huu no mot khi chuongtrinh da dupe dem ban va to chue thuc hien phuc vu khach hang

• Tinh thdi vu cao: Day la dac diem chung cua moi san pham du lich, khong rieng gi doi vdi cac chuong trinh du lich

1.2 NOI DUNG CO BAN CUA CHINH SACH PHAN PHOI SAN PHAM

Noi dung cuachfnh sach phan phoi san pham bao gom hai van de chfnh

sau:

+ Lua chon kenh phan phoi: doanh nghiep edn lua chon dupe kieu kenh

phan phoi co cau true phu hop vdi dac diem cua loai hinh kinh doanh va dac diem cua san pham dupe phan phoi

+ Quan ly kenh phan phoi: doanh nghiep can phai tien hanh cac hoat

dong quan ly tot nhat cd the doi vdi nhung he thong kenh phan phoi da lua

chon nham phat huy hieu qua cua chung va de dat dupe muc tieu phan phoi

da de ra

1.2.1 Ban chat cua kenh phan phoi

1.2.1.1 Mot so khai niem co' ban

+ Kenh phan phoi, theo quan diem tong quat la mot tap hop cac doanhnghiep va ca nhan doc lap va phu thuoc lSn nhau, tham gia vao qua trinh duahang hoa th ngubi san xuat den ngubi tieu dung

+ Thanh vien kenh la cac to chile hay ca nhan tham gia vao kenh

+ Trung gian phan phoi la mot trong nhung thanh vien kenh khong keden ngudi san xuat va ngudi tieu dung cuoi cung, bao gom hai cap do la trung

gian ban buon va trung gian ban le

1.2.1.2 Qua trinh phat trien cua hoat dong phan phoi

• Phan phoi trite tiep: Do khong co trung gian nen trong cac kenhtrue tiep nha san xuat phai thuc hien tat ca cac chut nang cua kenh

• Phan phoi qua thi t rifting trung tam: Tat ca cac nha san xuat va

ngudi tieu dung gap nhau tai mot noi, va cac hoat dong trao doi diSn ra tai

cung dia diem, dan den tiet kiem thdi gian va chi phi van chuyen

Phan phoi qua nhieu giai doan: xuat hien cac trung gian chuyen

phan phoi qua thi trudng trung tam chua thuc su lam tot

I.2.I.3. Vai tro cua cac trung gian phan phoi

Su xuat hien mang tinh tat yeu cua cac trung gian phan phoi trong quatrinh phat trien cua hoat dong phan phoi da gop phan lam tang hieu qua tiepxue va nhung lqi ich dem lai do ket qua cua chuyen mon hoa va phan cong laodong xa hoi

1.2.2 Cau true va to chur kenh phan phoi

1.2.2.1 Cau true kenh phan phoi

Cau true kenh nhu la mot nhom cac thanh vien cua kenh ma tap hop cac

cong viec phan phoi duqc phan bo cho ho Cau true kenh phan phoi duqc xac dinh thong qua chieu dai va be rong cua he thong kenh

1.2.2.2 To chitc va hoat dong cua kenh

+ Kenh phan phoi thong thittingbao gom mot ngudi san xuat, mothay

nhieu ngudi ban buon va mot hoac nhieu ngudi ban le

+ Mot trong nhung he thong kenh phan phoi duoc de cap den nua la cac

he thong kenh marketing chieu doc (Vertical marketing system - VMS) Mot

trien he thong marketing ngang, do la hien tuqng hai hay nhieu cong ty khong lien quan den nhau sfn sang ket hop vdi nhau ve nguon luc hay cac

chuong trinh nh^m khai thac mot co hoi marketing mdi xuat hien

+ Phat trien he thong marketing da kenh'. La hinh thifc mot cong ty sir

dung hai hay nhieu kenh marketing de vuon tdi mot hay nhieu nhom khachhang

1.2.3 Lira chon va quan ly kenh phan phoi.

1.2.3.1 Lira chon kenh phan phoi.

Nhung can cu de cac nha quan tri kenh xem xet khi tien hanh lua chon

kenh: Nhung muc tieu cua kenh, dac diem cua khach hang muc tieu, dac diem cua san pham, dac diem cua cac trung gian phan phoi, kenh phan phoi cua doi thu canh tranh, dac diem cua chinh doanh nghiep va cac can cut khac.

1.2.3.2 Quan ly kenh phan phoi:

Quan ly kenh phan phoi chinh la toan bo cac cong viec quan ly dieu

hanh hoat dong cua he thong kenh nhSm dam bao su hop tac giua cac thanh

vien kenh qua do thuc hien cac muc tieu phan phoi cua doanh nghiep

Noi dung cua quan ly kenh tap trung vao cac van de sau: Luta chon cac thanh vien cho kenh phan phoi, khuyen khich cac thanh vien kenh hoat dong, thitc hien cac hoat dong marketing khac theo muc tieu chinh sach marketing hdn hop qua he thong kenh phan phoi, danh gid hoat dong cua cac thanh vien kenh.

1.3 CHINH SACH PHAN PHOI TRONG KINH DOANH LU HANH VCil SAN

PHAM - CHUONG TRINH DU LICH

1.3.1 Lua chon kenh phan phoi trong kinh doanh lu hanh

• Nen lira chon nhung kenh phan phoi ngdn, cau true don gian.

• Nen ket hop nhieu kenh phan phoi cho cung mot thi trudng muctieu de tang hieu qua cua hoat dong phan phoi

• Nen tan dung nhung kenh phan phoi san co va nhung moi quan

he vdi cac nha cung cap dich vu du lich khac

• Nen lira chon nhung kieu to chtrc kenh cd kha nang toi da hoamuc do bao phu thi trudng muc tieu tot nhat

• Nen nghien cdu, phan tfch va rut kinh nghiem tir cac kenh phan

phoi cuacac doi thu canh tranh true tiep

1.3.3 Quan ly kenh phan phoi trong kinh doanh lu hanh

Ngoai nhung nguyen tSc chung cua quan ly kenh thong thudng da trinh

bay d phan tren thi doanh nghiep lu hanh nen luu y cac van de sau:

• Quan ly kenh phai luu den tinh vo hinh cua dich vu, hay noi each khac quan ly kenh nen chu y den viec ap dung cac bien phap nham huuhinh hoa san pham - chuong trinh du lich

• Quan ly kenh phai luu y den tinh khong the tach rdi cua dich vu

va kenh phan phoi nd

• Quan ly kenh phai luu y den su kho khan ve tieu chuan hoa dich

vu

• Quan ly kenh phai luu y den tinh chat lien quan den dich vu cuakhach hang

• Quan ly kenh phai luu y den tinh khong the cat tru cua san pham

- chuong trinh du lich, do vay kenh phan phoi can duqc thiet ke sao cho cd the

md rong toi da tdi diem bao hoa

• Quan ly kenh phai luu y den tinh de sao chep cua san pham

-chuong trinh du lich, do vay cac bien phap quan ly kenh khong the la ap dat

va edng nhSc

THI TRUdNG GUI KHACH PHAP GIAI DOAN 2000 - 2005

2.1 THUC TRANG KINH DOANH LU HANH CUA CONG TY TNHH LU HANH HUONG GIANG HA NOI.

2.1.1 Khai quat ve Cdng ty TNHH Lu' hanh Huong giang Ha noi

Ve qua trinh hinh thanh va phat trien: Cong ty TNHH lu hanh Huong giang Ha noi (HG Travel Hanoi) hien nay la mot trong nhung thanh vien cua

Cong ty Du lich Huong giang tai Hue (Huong giang Tourist Company in Hue)

Ve dia vi phap ly: HG Travel Hanoi la doanh nghiep co day du tu each phap nhan, dupe Tong cue Du lich Viet nam va So Du lich Ha noi cap giay phep kinh doanh lu hanh quoc te

Ve so’ hitu : HG Travel Hanoi la cong ty trach nhiem huu han co nhieuthanh vien, trong do HG Travel so huu 90% tong sd von phap dinh, va cac thanh vien khac so huu 10% con lai

Ve chitc nans kinh doanh: HG Travel Hanoi la mot doanh nghiep lu

hanh chuyen kinh doanh cac san pham dich vu lu hanh quoc te va noi dia,ngoai ra HG Travel Hanoi con cung cap cac dich vu trung gian va tham gia cac nganh nghe kinh doanh du lich khac

Ve co' cau td chile: Hien nay HG Travel Hanoi co hon 50 nhan vien

dupe phan chia thanh cac bo phan khac nhau, chiu su quan ly true tiep cua

Ban Giam doc gom co 1 giam doc va 2 pho giam doc

Ve nhitng thuan Iffi va kho khatv.

2.1.2 Hoat dong kinh doanh lur hanh cua Cdng ty TNHH Lu hanh Huong giang Ha noi giai doan 2000 - 2005

Co the thay hoat dong kinh doanh lu hanh inbound dong vai tro quan

trong nhat trong toan bo hoat dong kinh doanh lu hanh cua HG Travel Hanoi

2.1.3 Hoat dong kinh doanh chuong trinh du lich cua Cong ty TNHH Lil hanh Huong giang Ha noi doi vdi thi trudng gui khach Phap

Thi trudng gui khach Phap co the noi la thi trudng truyen thong va ratquan trong doi vdi HG Travel Hanoi

Cac ti le ve luqt khach va doanh thu th thi trudng Phap do HG TravelHanoi khai thac so vdi tong so luqt khach va tong doanh thu tit hoat donginbound co xu hudng tang len Dieu nay cho thay HG Travel Hanoi ngay cangchu dong hon trong hoat dong khai thac khach du lich inbound noi chung va

khach Phap noi rieng qua cac he thong kenh phan phoi cua doanh nghiep Hau

het cac san pham - chuong trinh du lich doi vdi thi trudng gui khach Phap dupe ban buon qua cac kenh phan phoi gian tiep

2.2 THUC TRANG CHINH SACH PHAN PHOI SAN PHAM CUA CONG TY

TNHH LU HANH HUONG GIANG HA NOI DOI Vdi THI TRUING GUI KHACH PHAP.

Cdng ty TNHH Lu hanh Huong giang Ha noi

2.2.1.1 Dac diem cua thi trudng muc tieu.

Mot so dac diem cua thi trudng gui khach Phap ma HG Travel Hanoi

rat quan tarn: Ngudi Phap rat thich di du lich sang Viet nam, dac biet la ltratuoi trung nien; nghe nghiep chu yeu cua doi tuqng khach du lich Phap la luat

su, bac sy noi chung la tang ldp tri thifc va cong chiic; khach du lich Phap

phan ldn la thich tham gia cac chuong trinh du lich fun hieu, kham pha v6 cac

ve dep thien nhien, van hoa va con ngudi Viet nam; khach du lich Phap thich

di du lich thong qua cac cong ty lu hanh va cac dai ly lu hanh hon la tu tim

kiem cac chuyen du lich; khach du lich Phap khong thfch sir dung tieng nude ngoai trong phdn ldn cac trudng hop

2.2.1.2 Cac yeu to khac:

+ Gia ca cac san pham noi chung va dich vu du lich noi rieng tai Viet nam trong thdi gian gan day co xu hudng tang len la nguyen nhan true tiepdin den viec gia thanh cac san pham - chuong trinh du lich cung bi day len

cao hon

+ Tinh trang thieu cac dich vu luu tru va van chuyen noi dia xay ra thudng xuyen hon => doanh nghiep kho khan hon trong viec dam bao cung

cap cac dich vu dung nhu da thong bao cho khach hang

+ Qui mo va kha nang tai chfnh cua HG Travel Hanoi khong ldn => kha nang canh tranh vdi cac doi thu ldn cung chung thi trudng muc tieu Phap lakhong cao

+ Mac du vay, HG Travel Hanoi cd mot doi ngu nhan vien noi tiengPhap rat tot va trinh do chuyen mon vung vang =>dd dang hon trong viec hop

tac vdi cac cong ty lu hanh va cac dai ly lu hanh cung nhu trong qua trinh phuc vu cac du khach Phap

2.2.2 Lira chon kenh phan phoi.

HG Travel Hanoi cd su dung dong thdi hai he thong kenh phan phoitrue tiep va gian tiep cho thi trudng Phap

Doi vdi lie thong kenh phan phoi trite tiep thi HG Travel Hanoi cd nhung hinh tln'tc:

+ Xay dung website http://www.Discovermekong.com cho cac khach

hang inbound noi chung ke ca khach hang la ngudi Phap

+ Dong thdi vdi viec thu hut khach hang tai Phap qua trang web, HG

Travel Hanoi con su dung luc luqng ban hang tai chd thong qua viec dat cac

Travel desk d cac khach san

Doi vdi he thong kenh phan phoi gian tiep thi HG Travel Hanoi cd nhitng hinh thuc:

+ Thiet lap cac kenh phan phoi vdi su tham gia cua cac trung gian la cac cong ty lu hanh/du lich (TO) hoat dong tren lanh tho nude Phap Trong kenh

phan phoi kieu nay thi cac TO cua Phap dong vai tro la cac dai ly lu hanh/du lich ban buon mua cac san pham - chuong trinh du lich cua HG Travel Hanoi

vdi so lupng ldn

+ Thiet lap cac kenh phan phoi gian tiep cd mot cap dp trung gian la cac

TA tai Phap Hien tai HG Travel Hanoi cd quan he vdi 7 TA tai thi trudng nay, cac TA phan bo rai rac nhung chu yeu tap trung tai mien Nam nude Phap

2.2.3 Quan ly kenh phan phoi.

Hoat dong quan ly kenh phan phoi gian tiep cua HG Travel Hanoi tap trung vao cac van de sau:

+ Tim kiem cac doi tac la cac TO va TA lam thanh vien cho kenh

phan phoi hien co tai thi trudng Phap.

+ Tim hieu cac nhu cau va mong muon cua cac cdng ty lit hanh va cac dai ly lit hanh de dap itng mot each tot nhdt nham khuyen khich sit hop tac lau dai va hieu qua trong hoat dong phan phoi cac san pham - chuong trinh du lich cho doanh nghiep.

+ Thuc hien dung va day du cac nghia vu va trach nhiem da thoa

thuan giita cac ben lien quan

+ Xu ly cac mau thuan giua cac thanh vien trong mot he thong kenh

va giua cac he thong kenh khac nhau:

+ Viec hop tac thuc hien chinh sach phan phoi vdi cac cdng cu marketing khac cua marketing hon hop trong kenh phan phoi.

Ve chinh sach san pham

HG Travel Hanoi cung cd quan tam den viec phat trien san pham chothi trudng Phap Cac san pham mdi cua HG Travel Hanoi dua ra chu yeu la

tren co so cai tien cac san pham hien co de tang mire do phu hop cho thi

trudng muc tieu

Ve chinh sach gid

- HG Travel Hanoi xac dinh ap dung cac mile gia khac nhau cho hai hethong kenh phan phoi hien tai cua doanh nghiep

- HG Travel Hanoicung dong thdi ap dung chinh sach gia khac nhau cho

cac giai doan khac nhau do tinh thdi vu cua cac san pham - chuong trinh du

lich tao nen

- Thong thudng cac uu dai v6 gia cua HG Travel Hanoi la danh cho cac

TO va TA doi vdi kenh phan phoi gian tiep, va se danh cho khach du lich doi vdi kenh phan phoi true tiep

Ve chinh sach xue tien hdn hap

- Doi vdi he thong kenh phan phoi true tiep:

+ Chi tiet ve cac hoat dong khuyen mai cua doanh nghiep cung nhucua

cac nha cung cap dupe cap nhat day du va kip thdi tren website

+ Tai cac Travel desk cac an pham duoc thiet ke dep mat, bai tri hop ly, nhan vien phu trach tai day dupe yeu cau mac dong phuc va phai cd ky nang ban hang ca nhan tot

- Doi vdi he thong kenh phan phoi gian tiep:

+ Cac hoat dong quang cao ve doanh nghiep va ve san pham

cua doanh nghiep thudng dupe tien hanh chi den cac cap do trung gian la cac

TO va TA, khong tac dong true tiepden khach hang cuo'i cung

+ Cac hoat dong xue tien ban (sales promotion) dupe ap dung

cho cac cap do trung gian ma HG Travel Hanoi thuc hien thudng la to chuc cac chuyen du lich lam quen (famtrips)

+ Cac hoat dong xue tien ban ap dung cho khach du lich thudng

la qua tang nhu mu, ao phong hoac tui cd in bieu tupng cua HG Travel Hanoi

Hoac nhan nhung dip dac biet doanh nghiep thudng uu dai cho khach du lich bang each tang them dich vu bo sung vdi mire gia chuong trinh khdng doi.

+ Bank gid hoat dong cua cac thanh vien kenh:

Doi vdi van de nay HG Travel Hanoi cung da tifrig budc cd nhung hoat

dong cu the nhu can ctr vao chi tieu doanh thu, chi tieu lupt khach de nhan xet

ve hoat dong phan phoicua cac doi tac Tuy nhien, HG Travel Hanoi khdng cd cac tieu chi cu the cho viec danh gia hoat dong cua cac thanh vien kenh

2.3 NHUNG DANH GIA VA NHAN XET v£ CHINH SACH PHAN PHOI CUA CONG TY TNHH LtfHANH HUONG GIANG HA NOI.

2.3.1 Nhung uu diem va nhupc diem cua chinh sach phan phoi hien tai.

23.1.1 Nhtlng itu diem

+ Doi vdi van de lua chon kenh phan phoi:

• HG Travel Hanoi da lua chon nhung kenh phan phoi cd cau true

phu hop vdi dac diem phan phoi san pham la dich vu

• HG Travel Hanoi da dong thdi ap dung nhieu he thong kenh phan

phoi de tang cudng kha nang khai thac thi trudng

• Doi vdi mdi he thong kenh phan phoi, HG Travel Hanoi phat

trien rat nhieu cac kieu to chdc kenh khac nhau, gop phan tang cudng hon nua

kha nang khai thac thi trudng

• Doi vdi kenh phan pho'i gian tiep doanh nghiep cd cac hinh there

chi sir dung mot cap dp trung gian la cac TA, hoac hinh there su dung cac cap

dp trung gian la cac TO va cac TA

• Doi vdi he thong kenh phan phoi true tiep HG Travel Hanoi sirdung cac website nhu Discovermekong.com hoac DiscoverHalong.com bang tieng Anh de khach hang tiem nang cd the de dang truy cap tim kiem va dat

cho cac san pham - chuong trinh du lich cua cong ty He thong cac Travel desk tai cac khach san cung da dupe trien khai nhiim thu hut khach hang tiPm nang da vao Viet nam

+ Doi vdi viec quan ly hoat dong cac kenh phan phoi:

• Doanh nghiep da chu trong den cac hoat dong quan ly kenh phan phoi, chang han nhu viec tuyen chon thanh vien kenh da co cac tieu chi tuong doi cu the, dong thdi cung co nhung hoat dong khuyen khfch cac thanh vien kenh phat huy nang luc va hudng tdi hop tac lau dai, va cung dat ra van de la

phai danh gia dinh ky doi vdi hoat dong cua cac thanh vien kenh

• Hoat dong marketing dupe tien hanh qua he thong kenh phan phoi cung la mot van de ma doanh nghiep luon quan tam, chang han cdng ty

thudng xuyen tien hanh trao doi vdi cac trung gian ve viec thay doi noi dung

san pham cho phu hop vdi mong muon cua khach hang muc tieu, thoa thuan vdi cac trung gian ve van de thay doi gia ca cua san pham trong cac giai doan

khac nhau, hop tac vdi cac doi tac trong viec tuyen truyen, xue tien quang ba san pham cua minh

• Hoat dong quan ly kenh cua HG Travel Hanoi cung da luu y dendac trung dich vu cua san pham

• Cac chinh sach HG Travel Hanoi ap dung vdi cac thanh vien

kenh tuong doi linh hoat va mem deo

2.3.I.2 Nhitng nhitctc diem

• He thong kenh phan phoi gian tiep cua cong ty chua dam baoduqc muc dp bao phu thi trudng tot nhat

• He thong kenh phan phoi true tiep chua phat huy dupe Uu the do

dac diem cua khach hang Phap khong thich sir dung tieng Anh trong hau het cac trudng hop

• Viec lua chon thanh vien kenh cua HG Travel Hanoi chua dua ra

dupe mot he thong cac tieu chi cu the cho cac vi tri

• Van de khuyen khfch cac thanh vien kenh hop tac va phat huy

hieu qua trong hoat dong con thu dong, thudng mang tinh chat dap ling cac

yeu cau cua ho khi dupe dP cap tdi

• Ve viec ket hop cac hoat dong marketing khac thong qua kenhcon han che.

• Doanh nghiep cung chua co bien phap kiem soat muc do bao phu thi trudng cua cac kenh phan phoi hien co

2.3.2 So sanh ve chinh sach phan phoi cua Cong ty TNHH Lh hanh Huong giang Ha noi vdi mot so doanh nghiep lit hanh tren dia ban Ha noi.

Thong qua viec tong hop phieu trung cau y kien doi vdi 25 doanh

nghiep co hoat dong kinh doanh lu hanh inbound tai Ha noi, co the thay dupenhung diem chung ma chinh sach phan phoi hien cd cua cac doanh nghiep nay

dang ap dung Chang han nhu viec lira chon kieu kenh phan phoi la phu hop,

lua chon cac kieu to elide kenh phan phoi da dang, hau nhu khong kiem soat mdc do bao phu thi trudng cua mang ludi kenh phan phoi hien co va ngay ca

cac quyet dinh ve kenh phan phoi cung cd nhung quan diem tuong dong khi

cho rang khdng can thiet phai cd hoat dong quan ly kenh hoac chi can tienhanh quan ly kenh den cac trung gian chu khong phai la khach hang cuoi cung

doi vdi he thong kenh phan phoi gian tiep

Tuy nhien, cung cd mot so van de thuc su khac biet giua HG TravelHanoi va cac doanh nghiep dupe phong van, do la hau het cac doanh nghiep

cd sudung website thi deu sir dung nhieu font chu khac nhau (hien tai website

cua HG Travel Hanoi chi cd font tieng Anh), hoac viec thu thap thong tin vekhach du lich thudng chi thong qua hinh thuc phat phieu trung cau y kien true

tiep cho khach du lich(HG Travel Hanoi sir dung rat nhieu cac hinh th Pc khacnhau)

Chirung III

CAC GIAI PHAP PHAT TRIEN CHINH SACH PHAN PHOI

CUA CONG TY TNHH LU HANH HUONG GIANG HA NOI DOI Vdi THI TRUONG GUI KHACH PHAP GIAI DOAN 2006 - 2010

3.1 PHUONG HUONG VA MUC TIEU PHAT TRIEN CUA CONG TY TNHH LU HANH HUONG GIANG HA NOI GIAI DOAN 2006 - 2010

3.1.1 Phuong hudng phat trien

Trong xu the chung cua su phat trien du lich Viet nam, HG TravelHanoi cung xac dinh phuong hudng phat trien cua doanh nghiep trong giaidoan 2006 - 2010 la can phai:

+ Day tri va phat trien cac hoat dong kinh doanh cua doanh nghiep chii yeu dita tren cac ket qua kinh doanh da dat duqc trong thdi gian qua.

+ Tap trung phat trien manh han niia hoat dong kinh doanh lit hanh inbound von da la mot hoat dong trong yeu cua HG Travel Hanoi trong nhieu nam qua.

+ Duy tri va phat trien cac hoat dong kinh doanh cua doanh nghiep tren ccf sd cac nganh nghe kinh doanh da dang ky.

3.1.2 Muc tieu chung.

+ Ve so tuong doi, doanh nghiep phan dau dat toe do tang trudng binh quan ve doanh thu la 20%/nam cho hoat dong kinh doanh noi chung va ve chitieu lupt khach va doanh thu doi vdi hoat dong kinh doanh lu hanh vao khoang 25%/nam trong ca giai doan

+ Ve so tuyet doi, cho toi nam 2010, lupng khach ma doanh nghiep phuc vu phan dau dat mbe 5000 lupt va doanh thu tut hoat dong kinh doanh luhanh phan dau dat khoang 25 ty dong

3.1.3 Muc tieu doi vdi thi trudng gui khach Phap.

+ Den nam 2010 so lupt khach Phap phai dat mdc 2300 lircrt (tuong itng vao khoang tit 65%-70% so vdi chi tieu luot khach inbound), doanh thu tur

hoat dong kinh doanh tai thi trudng nay phan dau dat muc 12 ty dong (tuong itng khoang han 50% so vdi chi tieu doanh thu tit hoat dong kinh doanh lit hanh inbound).

+ Toe do tang trudng mong muon cua chi tieu lupt khach va chi tieu

doanh thu la 30% doi vdi thi trudng Phap ma HG Travel Hanoi tu khai thac

trong ca giai doan tdi (hien tai cac chi tieu nay dat mbe tren 20% cho giai doan nghien chu)

+ HG Travel Hanoi dp ra muc tieu la se thanh lap mot van phong dai dien cua doanh nghiep cho ca khu vuc thi trudng chau Au trong do cd Phap

tren lanh tho Phap trong giai doan tdi

3.1.3 Dinh hudng chinh sach marketing hdn hop doi vdi thi trudng gui khach Phap.

Trong giai doan 2006 - 2010, HG Travel Hanoi xac dinh can phai thuc

hien dong bo cac quyet dinh ve marketing doi vdi thi trudng Phap nhusau:

+ Doi vdi chinh sach san pham: HG Travel Hanoi dinh hudng tap trung vao viec phat trien da dang hdn nua cac san pham mdi doi vdi thi trudng Phap

+ Doi vdi chinh sach gia: HG Travel Hanoi xac dinh luon duy tri chinh sach gia linh hoat vdi mdc gia canh tranh tot nhat ap dung doi vdi toan bo thi trudng muc tieu nay

+ Doi vdi chinh sach xue tien hdn hop: HG Travel Hanoi se tang cudng cac bien phap nham gidi thieu rong rai hdn nua san pham cua doanh nghieptdi cac khach hang la cac TO, TA d Phap va cac khach du lich tiem nangngudi Phap

+ Doi vdi chinh sach phan phoi: HG Travel Hanoi xac dinh se phai phat

trien he thong kenh phan phoi cho thi trudng Phap trong thdi gian tdi nham dat dupe muc do bao phu thi trudng tot nhat trong kha nang cua doanh nghiep

3.2 CAC GIAI PHAP PHAT TRIEN CHINH SACH PHAN PHOI CUA CONG TY TNHH LU HANH HUONG GIANG HA NOI DOI Vdi THI TRUdNG GUI KHACH PHAP GIAI DOAN 2006-2010

3.2.1 Mot so yeu to anh hirong den chinh sach phan phoi cua Cong ty TNHH Lu hanh Huong giang Ha noi trong thdi gian toi.

3.2.1.1 Cac yeu td thuoc thi trudng muc tieu

+ Theo cac nha phan tich kinh te thi kinh te Phap trong nhung nam toi

co kha nang tang trudng nhanh hon giai doan 2003 - 2005

+ Tuy nhien theo Tong cue du lich Viet nam thi lupng du khach Phap 7

thang dau nam 2006 den Viet nam lai co xu huhng chung lai vdi mdc do tang trudng chi dat 1,6% so vdi cung ky nam ngoai

3.2.I.2 Cac yeu to khac:

+ Kinh te Viet nam dupe du doan se duy tri mire do tang trudng trong

khoang tu" 7% den 8% trong giai doan 2006 - 2010, nhung dong thdi mdc lam

phat du bao cung tuong doi caovao khoang 8,3% nam 2006

+ Sap tdi do anh hudng cua tien trinh gia nhap WTO, du lich Viet nam

se co nhieu thay doi va cac doanh nghiep lit hanh se phai doi mat vdi khong it

nhung thach thde ben canh nhung co hoi trong kinh doanh

3.2.2 Cac giai phap nhlm phat trien chinh sach phan phoi cua Cong ty

TNHH LU hanh Huong giang Ha noi giai doan 2006 - 2010.

each hieu qua mang ludi phan phoi hien co.

va danh gid cac thanh vien kenh mot each rd rang va cu the phii hop vdi

muc tieu phan phoi cua cong ty, phu hop vdi dac diem cua san pham chuong trinh du lich

-• HG Travel Hanoi can phai thiet ke mot website bang tieng Phap co noi dung cung nhu cac san pham duo'c thiet ke rie ng cho thi trudng muc

3.2.4 Mot so kien nghi.

3.2.4.I Doi vdi Chinh Phu

+ Tao dieu kien thuan lai han nua cho du khach Phap (va du khach quoc te noi chung) vao Viet nam.

+ Chi dao cac cap quan ly va cac ca quan huu quan thuc hien tot han nua viec bao ton, duy tri va phat trien cac gid tri van hoa truyen thdng cung nhucanh quan thien nhien.

+ Hd tra han nua viec tien hanh thanh lap cac van phong dai dien chinh thutc cua Tong cue du lich Viet nam tai mot so cac quoc gia duqc coi la thi trudng du lich trong diem tritdc mat va trong tuang lai trong do co Phap.

+ Tao dieu kien cho viec hoc hoi va van dung sang tao cac kinh nghiem tut cac quoc gia du lich phat trien trong khu vuc.

+ Ho tra Tong cue du lich Viet nam trong viec tao dieu kien thuan lai

de co mot so diem cung cap thong tin du lich mien phi cho khach quoc te den Viet nam.

3.2.4.2 Doi vdi Tong cue du lich

+ Tang cudng cac hoat dong phoi hop lien nganh vdi cac link vice co lien quan nham thuc hien tot hon viec thu hut khach th cac thi trudng du lich inbound trong diem trong do cd thi trudng Phap

+ Tang cudng cac hoat dong quang ba, xue tien va cung cap thong tin

ve du lich Viet nam tren pham vi rong.

+ Ho tro cac doanh nghiep lu hanh tham gia thudng xuyen hon cac hoi cho du lich quoc te, to chute cac famtrip.

+ Khong ngitng md rong quan he hop tac ve du lich trong khu vitc va quoc te, bao gom cd thi trudng Phap

+ Phoi hop vdi cac co quan chut nang lien quan nhdm tang cudng cac hoat dong quan ly tai cac khu du lich, cac diem du lich dac biet la cac dia

danh gSn lien vdi ngudi Phap de dam bao moi trudng du lich an toan va thanthien cho du khach noi chung va du khach Phap noi rieng

KET LUAN•

Ngay nay tren pham vi toan the gidi, du lich da trd thanh mot nhu cau mang tinh tat yeu khach quan trong ddi song van hoa - xa hoi cua con ngudi.Hoat dong kinh doanh lu hanh, cung nam trong xu the phat trien chung cua nganh du lich the gidi De co the thuc hien tot chdc nang cua minh, mot trongnhung van de quan tarn hang dau doi vdi cac doanh nghiep lu hanh la lam the

nao de xay dung va phat trien duoc mot mang ludi phan phoi hieu qua cho cac san pham du lich noi chung va cac san pham - chuong trinh du lich noi rieng

Cong ty TNHH Lu hanh Huong giang Ha noi la mot trong nhung doanh

nghiep lu hanh cd tham gia khai thac thi trudng gdi khach Phap trong nhung

nam gan day Vdi nhung ket qua dat dupe trong thdi gian do cd the khangdinh thi trudng gui khach Phap da va dang la thi trudng mang tinh chien lupc

cua HG Travel Hanoi Trong thdi gian tdi, doanh nghiep xac dinh can phai

dau tu hon nua cho cac hoat dong nh^m tang cudng kha nang khai thac ddi vdithi trudng nay Mot trong nhung van de ma HG Travel Hanoi quan tarn hien

nay la phat trien he thong kenh phan phoi san pham - chuong trinh du lich tren

co so mang ludikenh phan phoi hien cd ddi vdi thi trudng Phap

Can cu vao thuc trang tinh hinh kinh doanh noi chung cua HG Travel

Hanoi va chinh sach phan phoi ma doanh nghiep dang ap dung Tren co sophan tfch cac yeu td anh hudng den hoat dong phan phoi ddi vdi thi trudng

Phap, dong thdi vdi cac phuong hudng va muc tieu de ra cho giai doan 2006

-2010, hoc vien manh dan de xuat cac giai phap phat trien chinh sach phanphoi cua doanh nghiep ddi vdi thi trudng gdi khach Phap cho giai doan nay

Hy vong luan van se dong gop dupe nhung giai phap hull ich cho hoat dong

kinh doanh cua HG Travel Hanoi, gop phan phat trien du lich Viet nam tuongxiing vdi tiem nang cua dat nude

2 Tinh cap thiet cua de tai luan van:

+ Trude boi canh chuan bi gia nhap WTO va cung vdi su kien nay la viec thuc hien cac cam ket cua Chmh phu vdi cac Hiep dinh Thu’Ong mai songphuong, dac biet la Hiep dinh Thuong mai Viet - My (BTA) Cac doanhnghiep Viet nam noi chung va cac doanh nghiep lu hanh noi rieng se budc vao mot thi trudng mdi rong ldn hon va cd cac cuoc canh tranh khoc liet hon, doi hoi cac doanh nghiep phai cd su nhan thiic dung dan, cung nhu cd su

chuan bi cac dieu kien de canh tranh thanh cong vdi cac doanh nghiep nudengoai

+ De gop phan vao thuc hien muc tieu phat trien cua du lich Viet nam la

don 3,6 trieu luqt khach du lich quoc te den trong nam 2006, dua du lich Viet nam that su trd thanh nganh kinh te mui nhon cua dat nude va nSm trong nhom cac nude cd nganh du lich phat trien trong khu vuc cho tdi nam 2010,

cac doanh nghiep kinh doanh du lich noi chung va cac cong ty kinh doanh lu

hanh noi rieng trong do cd Cong ty TNHH Lu hanh Huong giang Ha noi (HG

Travel Hanoi) can phai cd chmh sach Marketing noi chung vachinh sach phanphoi san pham noi rieng phu hop vdi giai doan nay

+ Thi trudng gui khach Phap la thi trudng quen thuoc va quan trong cua

HG Travel Hanoi tit nhieu nam nay Ben canh do doanh nghiep cung tham gia

khai thac nhung thi trudng mdi nhu thi trudng Anh, Ddc, My hay Canada Doanh nghiep da tien hanh cac hoat dong kinh doanh va khai thac thi trudng

Phap tir nhung nam 2000 va dat dupe nhung ket qua kha quan (doanh thu th

hoat dong kinh doanh lu hanh quoc te nhan khach ddi vdi thi trudng nay

chiem khoang hon 60% tong doanh thu tir hoat dong kinh doanh lu hanh quoc

te nhan khach cua doanh nghiep), song ben canh do vSn con rat nhieu nhungkho khan ma cong ty can phai khac phuc de co the dat dupe nhung thanh congmdi Chang han, nen kinh te Phap vai nam trd lai day co toe do tang trudng cham, so lupt du khach Phap den Viet nam cd dau hieu chung lai Do vay,

chinh sach Marketing noi chung va chinh sach phan phoi san pham noi rieng

cua doanh nghiep ddi vdi thi trudng nay can phai cd nhieu thay doi cho phu

hop hon nua trong thdi gian tdi

3 Muc dich nghien ciiu:

Muc dich cua luan van la tim ra cac giai phap dong bo nh^m phat trien chinh sach phan phoi cua HG Travel Hanoi ddi vdi thi trudng giri khach Phap

cho giai doan 2006 - 2010 De thuc hien dupe muc dich de ra, luan van edn phai:

+ Lam ro nhung luan cd khoa hoc cua chinh sach phan phoi trong kinh

doanh lu hanh vdi cac san pham - chuong trinh du lich cho cac thi trudng giri

khach quoc te

+ Tren co so ly luan, phan tich va danh gia thuc trang de tim ra mauthuSn giua ly luan va thuc tiPn cua chinh sach phan phoi san pham - chuong

trinh du lich cua HG Travel Hanoi ddi vdi thi trudng Phap gia doan 2000 2005

-+ De xuat cac giai phap nh^m phat trien chinh sach phan phoi phu hop vdi dieu kien va moi trudng kinh doanh nh^m nang cao hieu qua hoat dongkinh doanh lu hanh cua HG Travel Hanoi ddi vdi thi trudng giri khach Phap

giai doan 2006 -2010

4 Doi tugng va pham vi nghien cu’u:

+ Doi tugng nghien ciiu: Doi tugng nghien cu’u chu yeu la thuc tidn noi

dung chfnh sach phan phoi san pham - chuong trinh du lich ma HG Travel

Hanoi dang ap dung cho thi trudng gui khach Phap trong giai doan 2000 - 2005

+ Pham vi nghien cu’u:

T/zz? nhat, trong pham vi cua luan van se de cap tdi chinh sack phan phoi doi vdi cac san pham - chitang trinh du lich trong kinh doanh lit hanh,

chii khong phai toan bo noi dung chfnh sach marketing hdn hop va khong phai

la cac san pham lu hanh khac

Tint hai, luan van tap trung vao thuc tien hoat dong phan phoi san pham

- chrtong trinh du lich cua HG Travel Hanoi trong giai doan 2000 - 2005 doi vdi thi tritdng giti khach Phap HG Travel Hanoi co hoat dong phan phoi san pham la cac chuong trinh du lich tai nhieu thi trudng gui khach nhu Ddc, Anh,

My nhung luan van chi tap trung vao thi trudng gui khach Phap

5 Phuong phap nghien cu’u:

Phuong phap nghien cu’u ma luan van sir dung bao gom:

- Phuong phap duy vat bien chiing va duy vat lich sir

- Phuong phap thu thap va xu ly thong tin so cap va thd cap

- Phuong phap chuyen gia

- Phuong phap phan tfch

- Phuong phap thong ke so lieu

6 Nhhng dong gop cua luan van:

+ Luan van gop phan phat trien co so ly luan ve chfnh sach phan phoi

san pham - chuong trinh du lich doi vdi cac thi trudng gui khach quoc te cho

cac doanh nghiep lu hanh

+ Viec xay dung cac luan cd khoa hoc dira tren ca ly luan va thuc tidn

se hd tro HG Travel Hanoi thuc hien hieu qua horn chmh sach phan phoi doi vdi thi trudng giri khach Phap cho giai doan tdi

+ Luan van cd the la mot tai lieu de cac doanh nghiep lu hanh quoc te

tai Ha noi tham khao trong qua trinh xay dung va quan ly he thdng kenh phan phoi san pham cho cac thi trudng gui khach quoc te noi chung va thi trudng Phap noi rieng

7 Ket cau cua luan van

Ngoai phan md dau, ket luan, danh muc tai lieu tham khao, luan van duqcchia lam 3 phan:

Chuong 1: CO Sd LY LUAN VE CHINH SACH PHAN PHOI SAN PHAM TRONG KINH DOANH LLfHANH

Chuong 2: THUC TRANG CHINH SACH PHAN PHOI CUA CONG TY TNHH LLf

HANH HUONG GIANG DOI Vdi THI TRUONG GUI KHACH PHAP GIAI DOAN

2000 -2005

Chuong 3: CAC GIAI PHAP PHAT TRIEN CHINH SACH PHAN PHOI SAN PHAM

CUA CONG TY TNHH LU ’ HANH HUONG GIANG DOI Vdi THI TRUONG GUI KHACH PHAP GIAI DOAN 2006 - 2010

Chut/ng I

CO Sd LY LUAN VE CHINH SACH

PHAN PHOI SAN PHAM TRONG KINH DOANH LCHANH

1.1 BAN CHAT CUA KINH DOANH LUHANH

1.1.1 Khai quat ve kinh doanh IS hanh

1.1.1.1 Tinh tat yeu khach quan cua kinh doanh lit hanh

Kinh doanh l£r hanh da trd nen quen thuoc va la mot phan khong the

thieu trong kinh doanh du lich hien dai Khi kinh te xa hoi cang phat trien,

nhu cau du lich cua con ngirdi cung tang theo, ddi hoi mot str phat trien tuong

ling cua kinh doanh du lich noi chung va kinh doanh luhanh noi rieng Trong

qua trinh phat trien cung vdi su phat trien cua kinh doanh du lich noi chung nhu vay, kinh doanh lu hanh da chung minh dupe vai trd quan trong va tinh tat

yeu khach quan cua no trong linh vuc kinh doanh du lich Xuat phat tir mau

thuSn trong mdi quan he cung - cau du lich va dac diem cua san xuat va tieu

dung du lich, co the thay dupe vai trd vo cung quan trong cua kinh doanh lu

hanh vdi tu each la tac nhan trung gian trong phan phoi san pham du lich

(Nguon: Giao trinh Quan tri Kinh doanh lit hanh, TS Nguyen Van Manh-TS Pham Hong Chitcrng):

Tint nhat, phan Idn cung du lich mang tinh chat co dinh, khong the di chuyen, con cau du lich lai phan tan d khap moi noi. Do vay, khach du lich tiem nang muon tieu dung cac san pham du lich can phai di chuyen den noi cd the san xuat ra chung, tu’c la noi cd tai nguyen du lich Cac tai nguyen du lich

va rat nhieu cac nha cung cap nhu cac co sd kinh doanh luu tru, kinh doanh

dich vu vui choi giai tri khong the cung cap san pham den tan noi o cua

khach hang nhu la ddi vdi cac san pham vat chat khac Noi each khac, cung

du lich tuong ddi thu dong trong viec tieu thu san pham cua minh Trong du lich ton tai su chuyen dong ngupc chieu cua cau den vdi cung Giua cung va

cau trong du lich bdi vay ton tai mot khoang each ma can thiet phai co trung gian de thu hut khach den vdi cac diem du lich cung nhu’cho cac nha cung cap.

Tin? hai can du lich mang tinh tong hop, dong bo cao, trong khi mdi don

vi kinh doanh du lich chi dap itng mot (hoac mot vdi) phan cua cau du lich.

Trong qua trinh thuc hien chuyen di du lich, ngudi di du lich cd nhu cau ve

nhieu san pham khac nhau, cd the la hang hoa vat chat, cd the la dich vu Doi

lap vdi tinh tong hop va dong bo cua cau trong du lich thi tinh phan tan va doc

lap cua cac thanh phan trong cung du lich da gay ra kho khan, can trd chokhach trong viec tu sSp xep, bo tri cac hoat dong de cd the cd mot chuyen du

lich nhu y muon

Thd ba, viec cung cap va thu thap thong tin cua nha cung cap va khach

du lich gap nhieu bat loi do dac tinh toan can hod cua hoat dong du lich.

Khach du lich cd the d bat cir noi nao tren the gidi, va cac diem du lich cung

cd d rat nhieu noi Ngoai khoang each ve dia ly thi con rat nhieu van de cac

nha cung cap phai doi mat vdi neu muon thu hut duqc khach hang Trit mot so

ft cac nha cung cap ldn cd tiem luc tai chfnh de thuc hien hoat dong xue tieinhon hop tren pham vi rong, con lai hoat dong nay cua cac nha cung cap thudng khong the true tiep den vdi khach hang tiem nang mot each hieu qua

Mac du vdi su phat trien cua cong nghe thong tin hien nay, cac doanh nghiep

cd the van dung de tang cudng cac hoat dong xue tien tren pham vi rong nhu

xay dung cac trang web, quang cao tren mang internet nhung de hoat dong

nay cd hieu qua thuc sir con can den nhieu yeu to khac nfra Mat khac, khach

du lich tiem nang thudng khong cd du thdi gian va kinh nghiem de tir to chuc

cac chuyen di cd chat luqng cao va phu hop vdi mong muon Rat nhieu su

khac biet ma ho muon cd thong tin trudc khi di du lich nhu ngon ngu, thu tuc xuat nhap canh, phong tuc tap quan, thong tin ve diem den du lich Vi vay can thiet phai cd mot tac nhan trung gian de khac phuc nhung van de neu tren