KCCH
Tg'
TA
QUIN
IX
DAMN GIA NANG
LL/C
CANH TRANH HIEN TH|
MOT
SO
CHUOi
CL/A
HANG AN NHANH
TREN
D!ABAN
HANOI
BANG PHUONG PHAP
FUZZY
TOPSIS
D6"Th|
Blnh
Trudng Dai hpc ThUdng mai
Email:
[email protected]
Ngaynh$n:
09/12/2013 Ngay nh$n
lai-
25/12/2013 Maso.
64+65.1BMkt.22
V
6i

thi
cda chuoi eda hang an nhanh tat Ha
Ndi,
tam
quan trgng cua cac
lieu
chi danh gia
dUOc
xep hang lan lugt td tren xud'ng dUdi nhu saw
Dia
diem cda
hdng d trung
t§m,
Thuang hidu eua chuol cda hang, Gia ca, Nhieu chuang trinh khuye'n mai, Chuoi cda
hang
rdng
khap, Khdng gian
cOa
hang dep,
Cho'ngoi
thoai
mai.
Su da dang cua dd an, Mui
vi
cua do
an,
Sy than thidn cua nhan
vien
cda hang,
Td'c

dich
vu so
vdi
Cd nhieu
each
tiep cdn ve nang lyc canh tranh
ddi
thu vd kha nang "thu Ipi"
ciia
cac doanh
cua doanh nghidp, dang
chii
y nhat la cac hudng nghiep. Quan mem ndy cd the' gdp trong cdc cdng
liep
cdn sau trinh nghien cilu cua Mehra (1998), Ramasamy
Jtiioa
tiQC
So
64"+65/2014
''^
^'"'"^"B
™?'
"
KEVH
TE VA
ftUAIV
LY
(1995), Buckley (1991), Schealbach (1989). Hgn
che trong
each

Kinh
te Quoc te
(CIEM)
cho rang;
nang tuc canh tranh la nang tyc
ciia
mpt doanh
nghiep "khdng bj doanh nghiep khac danh bai
ve nang lyc
kinh
te". Quan mem ve nang
lUc
canh tranh nhu vdy mang tfnh cha't
dinh
tinh,
khd cd the djnh tUdng
Ba la, nang tUc canh tranh ddng nghTa vdi duy
tri va ndng cao
tdi
the canh tranh, Theo quan
diem
ciia
GS.TS. Nguyen Bach', nang
lUc
canh tranh
ciia
doanh nghiep dupc hie'u la viec tich hop cac
kha nang va nguon
noi iye
de duy tri va phat trie'n

nhOng
yeu td npi tgi cua doanh
nghiep nhU: nang lyc
tai
chfnh, quan trj lanh dgo,
nang tuc san xud't Nang tuc canh tranh market-
ing la nhQng nang luc canh tranh hie'n
thi ciia
doanh nghiep. Nang tyc nay dUpc hien
thi
trdn thj
trudng qua cac
nd"
lUc
marketing
ciia
doanh
nghiep va dupc khach hang danh gia.
1.2. Cac nhan
tosd
dung
dedanh
gia nang
lac
canh tranh hien
thj
chuoi cda hang an nhanh ten
dfa
ban Ha
Ndi

mpt nha hang
la chd't
tUdng
va su da dang cua dd an. Ben canh
nhQng nhdn to dd. khach hang cting thich chpn
nhOng
nha hang cd djch vu nhanh, mui
vi thUc
an
ngon,
sy sach se
ciia
cifa
hang,
sy chfnh xac,
nhiet dd cua dd an, chat tUdng nguyen
lieu,
tdc dfl
phuc vy, sy than thien cua nhan
vien,
vj trf thuan
tien
ciia
cUa hang, su da dang trong thuc
ddn,,,.
(Quick Track, 2003), Ca phu
nO
va dan dng deu bj
cac cifa hang an nhanh hap dan. tuy nhien nhQng
suy xet ve cac nhan

hieu,
khdng gian nha hang.
VI
tri nha hang va sU cpng tac
ciia
nhan
vien
den
nang tyc canh tranh
ciia nhOng
nha hang chuyen
1,
Khoa
NguyeTi
Bach Khoa (2006), PhUdng phap luan xac djnh nang luc canh tranh
va'
hdi nhdp kinh
t^
doanh
nghiep, Tap chi Khoa hoc ThUdng
tvlai
khoa
iiDc
.
18 thddng
mai'
So
64 +
65/2014
KOIH

cua
thdc an,
gia ca va
Ihdi
gian
md
cila phyc
vy
ciia
nha
hang; trong
khi
phu
nQ
tgi
quyel djnh
bdi cdc
nhan
to
nhU thUdng
hieu,
v|
tri
nha hdng, chat
lUpng ciia
dd
an va each IhUc
ddng
gdi
IhUc

nudc ngodi
IQ
nam 1997 cho den nay ve van de
nay.
Ket hpp
vdi
cac
nghien cUu chuyen sau
ve dd
an
nhanh tren
thi
trudng Viet
Nam (W&S
market
research,
2012),
tac gia
quyel
dmh
lUa
chpn
12
lieu
chi de'
danh
gia
nang
lUc
canh tranh

trudng
hdp
ddi
hdi
ngudi
ra
quyet dmh phai danh gia,
xep
loai
ve mdt dmh
tinh
va/hodc
dmh
IUdng
de xac
dmh
hieu
qua
hogt ddng
ciia tUng
Ung
vien
vdi
nhieu
tieu
chi
danh
gia
va do
nhieu chuyen

thudng khdng the'
dieh
dgt
chinh
xdc
bang
cac gia tn
mang tinh
so hda, cu the nen
thudng mang tfnh khdng
rd
rdng
va map
md.
Do
dd,
vide
Ung dung
cdc
khai mem sd fuzzy (sd md)
trong cac trudng
hpp ra
quyet
dinh
khi
cd da
nhdn
td anh hudng
la
kha pho bien Irong nhieu

cua nha
hang
an
nhanh
to
tie'p edn
cua
khach hang
Cac nhan
to
Neuon
Cl
Su
<Ja daiia
cua do iin
C2 Mui \ I
cua
do an
C3
Gidca
Cf Nhicu chuong trinh
kliuycii mai
C5
Dia diem
cua
hong thuan
loi
06
Chuoi cua hang rong
kJiap

hieu
cua
chuoi
cua
hang
;
VJtmW
l.iu
.ii.d Lii
(,jij,k
l"i.i.ki?'-'::j
\ii.li
i-^-<iii
.111(1 .MirsslH
C'IMK.,.
/ ,p.;.l,^;.ndl'-:
C,?in;iiKil*rybul k(
''"'I
//
«/
C^iXU)
\ii.],.^-j.n :in«i
\1.
^.IxTK
(21XM).
t/n;;in<t
I',
^l.lllok
1,'Oi^i).
(;.i\.il

D.ivi-^
(•'•••)
Kiikli.iri .Hid
X !/
r'i'C-'i
K.ii,w7«/
ll"i-,)
IVaUi
(I'riM
.\n(liTs i.n and
M.is sUv
;•
C^'iJ)
tj.ii .uiti
i'rjbuiok
C'-'ft,
t;.,v
a!
and
Siti>:l.
i-•'",'
(
,\\\H-\\
. t
u!
r.^"()
,\n<l.i-^-^.ii and \I U
rj;
<i!*»<M).
tjin

IlilM tlQC
So 64+
65/2014
'thddng'mal is
Kimi
TE VA
^ASe
I,T
tudng) la mdt trong nhQng phUdng phap ra quyet
dinh
khi cd da nhan td anh hUdng cd die'n va noi
tieng,
Ung dung trong mdi trudng fuzzy (moi trudng
cd nhieu bien
ddi,
khong rd rdng), dUdc phat tnen
dau tien
bdi
Hwang va Yoon vdo ndm 1981
(Hvi/ang
va Yoon, 1981), Ky thudt nay xem
xet
mot
vd'n de khi cd da nhdn to anh hudng
vdi
m Ung
vien can duac xep logi dya
Iren
n lieu chi va dupc
danh gia bdi k chuyen gia, dUa tren khai niem ea

Tam quan trong cua cac tieu chi danh
gia
phai la cac
bien
bie'u dien dudi dgng phi sd
(lin-
guistic variables), Vi du: Kem,
hdi
kem, trung
binh,
kha, td't,
Budc 2: Xay dyng ma trdn ra quyet djnh bien
thien va lya chpn cac
bien phi
so phu hop cho cac
Ung
vien
tuang thich vdi cac tieu chi danh gid.
c,
c,
c„
xem xet;
C-i,C2,
.
,0^
la cac tieu chf can danh
gia;
x''
bieu hien xep
loai ciia

ve so fuzzy. Ma trgn ra quyet dmh bien thien
dupc binh thudng hda
bdi
R va dupc tinh toan
theo cdng thUc:
R
-
li.l;,;.,,.
'"
1.2 Ill: j - 1.2. .
.n
(2)
Sau dd qua Irinh binh thudng hda dUdc thuc
hien
nhu sau:
'cij^
bji_
(^
.^':
'<•':
'<•'<
''<!
maxc,,
= 1,2
m;
i
=
l2.
Budc 4: Xay dyng ma trgn ra quyet djnh bien
thien binh thudng hda cd trong so

vien
can chi danh gia Cj
V
|i'X
„.
I-
1,2,
,m,
J
1,2
.(I
(3)
Trong do
Wj
the
hi^n
tam quan trpng cua
tieu
khoa
hoc
20
Hiifdngmal'
So 64 + 65/2014
iKssm
TM
VA
qjcM w
BUdc 5: Xac djnh
FPtS^
and

,m;
./
1.2.,
Trong dd d(va,vb) bieu hidn khoang
each
do
ludng
giOa
2 so fuzzy,
d+
la khoang
each ciia
Ung
vien Aj
tu FPIRP, va
d,"
la khoang
each
cua Ung
vien
ndy
IU
FNIRP,
Budc 7: Tinh he sd gan gui vd xep logi cac
Ung vien
Khi
da tim ra khoang
each
dj"*"
va

hoat ddng
kinh
doanh
ciia
Ung vidn Ai cang tot,
Dua tren
gia
tn
ciia CCi
chung ta cd the xep loai
cac Ung
vien
vd tUa chpn ra Ung vien tdt nhat.
Trong nhQng nam gan day, phUdng phap fuzzy
TOPSIS dupc phat trie'n va Ung dung rdng rai
trdng xep hang nhieu ITnh vuc khac nhau nhu xe'p
loai ngan hdng, lua chpn he thong nang lupng td't
nhat, lua chpn cac
du
an hogc chien
lupc
toi uu
(Wu,
Tseng and Chen (2009)).
2.
Tdng quan ve thj trUdng
thUc
an nhanh
Vi#t
Nam va phUdng phap nghien

Viel Nam {Vietnam Food & Dnnk Report, 2013)
Theo bao cao
ciia
Bp Cdng Thuong. tdng doanh
thu
thi
trudng
thUc
an nhanh Viet Nam dat 870 ty
ddng.
tang 30% so vdi nam 2010, Theo khao sat
cua
Neitsen Viet
Nam vao nam 2011, 86% sd
ngudi
sU
dyng fastfood d nhdm
tuoi
20-35, dd tud'i
thudng xuyen sU dung Id 20 - 30
tudi,
chiem 76%
Trong khi dd 65% dan so tren tdng sd xap
xi
90
trieu ngudl
Viet
Nam d dd tud'i dudi 35
tuoi
SUc

nhdp
thi
trudng Viet de danh gia nang luc canh tranh
Nam qua viec tim
kiem doi tac de'
nhupng quyen
thuang hieu chudi
nhd hang
an
nhanh
cda minh
{Dieh
dan
doanh nhan, 2012).
Thang 7/2013,
McDonals da quyet
dinh
bat tay vdi ddi tac Good
Thuang
hi$u
Al:
KFC
A2-
Lotteria
A3 BBQ Chicken
Quoc gia
My
Han Quoc
Han Quoc
Thdi

ciia
minh. Tuy nhien,
thi
phan
ciia
nganh
chii
yeu thudc ve cac thuang hieu
ngoai nhu KFC (My), Lotteria (Han Qudc), Jollibee
(Philippine), BBQ Chicken (Hdn Quoc)
khi
hp
chiem chiem tU 60 - 80%
thi
phan thUc an nhanh
cac
logi.
Cac
Ihuong hieu
fastfood
ciiaViet
Nam
nhu Phd 24, Banh my TA, hay chuoi
cOa
hang K-
Do ciia Cdng ty Banh Kinh Do Sai Gdn, Vielmac.,.
chua thu hut dUdc sy chu y
ciia
ngudi tieu dung,
ngodi ra cdn khd cd the' canh tranh dUdc vdi nhQng

Qua qua trinh chpn Ipc, 3 chudi nha
hang an nhanh chuyen ve ga ran ldn nhat tren
Ihi
Irudng Ha Ndi la KFC, Lotteria va BBQ Chicken
Danh gia ndng luc canh tranh hien
thi
cua 3
chudi nha hang an nhanh - KFC, Lotteria va BBQ
Chicken tren thj trudng Ha Npi tiep cdn tU phia
khach hang ddi hdi tac gia phai dieu tra tap
ngUdi
lieu
diing tdn. Tap khach hang dieu tra nay se
danh gia 3 chudi nha hang dya tren 12 tieu chf da
xac
dinh
d
tren.
Thdi gian vd thdi die'm danh gia
cua mdl ca nhan
ngudi
tieu dimg ta khac nhau nen
vide
danh gia nay thudc loai danh gia Ra quyet
dmh khi cd da nhdn to anh hudng -
MADI^^
thudng dUdc
sQ
dung trong hang loat cac IrUdng
hpp

tinh
sd hda, cu the' nen thUdng mang tinh khdng ro
rang va map
md.
Do dd
viec
Ung dung cac khai
niem sd fuzzy (sd md) trong cac trudng hpp ra
quyet djnh khi cd da
nhan td
anh hudng
lakhaphfi
bien trong nhieu ITnh vyc thupc cdc chuyen
nganfi
khac nhau.
7.
hAADMJAultiple
Attnbute Decision Making Ra quyet dmh khi cd da nhan
tdiinh
hudng
22.
khoa
iiQc
thddng
mai'
So 64 + 65/2014
KOra IK
VA
^VAX
I.Y

khao sat, td'ng cpng cd 522 khach hang
tra Idi cdc cau hdi dieu tra hop le, do dd ty
Id
hdi
ddp la 522/550 = 94,9%. DQ lidu thu thdp dUdc sau
dd dupc
sU
dpng de xdy dyng bai toan fuzzy TOP-
SIS vd dUdc tac gia
viet
phan mem phan tich tren
nen chUPng trinh Matlab 7.4.
3. Ket qua nghien
cOu
Phan mem phan tfch tren ndn chuang trinh
Matlab 7,4 ve nang
luc
canh tranh cua 3 chuoi cifa
hang an nhanh dupc lya chpn cho ta ket qua
Iheo
Irinh tu tan
lUdt
nhu sau:
Be'
xep logi lam quan trpng ciia 12
lieu
chi
danh gia nay
ddi
vdi nang tyc canh tranh hie'n thj

0.55, 0.73]
[0.32,0.51,0.69]
[0.43,0.62,
0.79]
[0.43,
0.62,
0.79]
[0.39,0.59,0.77]
[0.25,0.43,0.63]
[0.26.0.44,0.63]
[0.32,0.51,0.69]
[0.32,0.51,0.7]
[0.38,0.58,0.76]
A2
[0.3,
0.48, 0.67]
[0.34,0.53,0.71]
[0.36,0.55,0.74]
[0.38,0.58,0.76]
[0.38,0.57,0.75]
[0.38,0.57,0.75]
[0.43,0.63,0.8]
[0.28,0
46.0.65]
[0.31,0.49,0.68]
[0.38,0.58,0.76]
[0.38,0 57,0.75]
[0,43,0.63,0.8]
A3
[0

0.49,
0.57,
0
55,
XSm
quan trong
[0.57,0.77,0.92]
[0.48,0.68,0.84]
[0.47,0.67,0.83]
[0.32,0.52,0.71]
[0.62,0.82,0.95]
[0.62,
0.82, 0.95]
[0.37,0.56,0 74]
[0.56,0.76,0.9]
(0.61,0.81
0.94]
[0.32,0.52,0.71]
[0 62,0.82,0.95]
[0.56,0.76,
0.9]
So 64+
65/2014
liliM
hgc
ttiMg
mai
Kmai
TE VA
ftUAX

gian CLfa
hang dep
To'e
do phuc vu nhanh chong
Nhieu dich vu
gia
tang
SU than thien
ciia
nhan vien cii'a hang
Thirong hieu cila
chuSi
cu'a hang
Tim quan trQng
difdi dang gia trj
fuzzy
[0.38,
0.57, 0.75]
[0.37,
0.56, 0.74]
[0.62,
0.82, 0.95]
[0.57,0.77,0.92]
[0.64,0.84.0.96]
[0.56,
0.76,
0.9]
[0.47,0.67,0.83]
[0.48,
0.68, 0.84]

7
6
11
12
10
2
Gia
tn phi fuzzy trong bang 4 cho chung ta thay
rang,
khi danh gia nang luc canh tranh hie'n
thi ciia
chudi cifa hang an nhanh tai Ha Ndi, tam quan
trong
ciia
cac tieu chi danh gia dUpc xep hang tan
lupt tu tren xudng
dUdi
nhU sau: Dja diem cUa
hang d trung tam (0,825), Thuang hieu cua chudi
cifa hdng (0.807),
Gid
ca (0.797), Nhieu chUdng
trinh khuyen mai (0.753), Chudi
cCfa
hang rpng
khap (0.740), Khdng gian cifa hang dep
(0,667),
Chd'ngdi
thoai mai
(0.657),

C7
C8
C9
CIO
Cli
012
Al
10,48,
0,73.
().97|
|a3fi,0,5S,a.81|
[(149.0
75.
It
11)32,0,52,0 721
10 45,0,7,0.921
10.50,0 77, 1|
10,18,03(1,0,571
10,51,075,0981
10
53,0.78.
11
10 42,0.67.0,92]
10,48,0.75,
1]
10
49.0.75
1]
A2
10

10.45.0.74.0.921
10,47,0,71.0.941
[044,
0 68.0,91
1
(057,0.81.
II
10.4.
0.65,
0.89[
10.35,0.67,0.621
10.36.0.62.0.891
klioa
hoc
.
ihng'mpi'
So 64 + 65/2014
ELIXH
TE
VA
QiTlnr IX
Do
iSm
quan
Bang 6; Ma tran ra quyet dmh
bien
thien binh thudng hda cd trong so
C1
C2
C3

[0.26,
0.54,
0.89]
10
27,
0
59,
0 94]
[0.26,0.54,
0.86]
[0.15,0.38,0.69]
A2
[0.3,0 6,0.92]
[017,0
39,0 68]
[0
17,
0.39, 0.69]
[0
14,
0.35, 0.65]
[0.33,0.66,
0 96]
[018,0.41,0
71]
102,
0
44,
0 74]
102,

88]
trpng
ciia
cac tieu
chi ddnh gia la khac
nhau ndn ma trdn ra
quydt dmh bien
thien binh thudng
hda cd trong sd
dupc tinh toan vd
ket qua dupc trinh
bay trong bang
6.
Cac sd fuzzy
duang nam trong
khoang [0, 1], do dd
die'm tham khao
fuzzy ly tudng dUdng (FPIRP, A+) vd diem tham
khao fuzzy ly ludng am (FNIRP, A-) Irong nghien
cUu
nay dUdc djnh nghTa nhu sau:
A+
[(1,1.1),(1.1,1}.(1>1,1),{1,1,1),(1.1.1),
(1,1,1),(1,1,1),{1.1.1),(1,1,1).(1.1.1).{1.1.1).(1.1-1)]
A-
[(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),
(0.0,0),(0,0,0),(0,0.0),(0,0,0),(0,0,0),(0,0.0),(0,0,0)]
Khoang
each
tU mdi chudi cifa hang an nhanh

cac chudi sidu thj den
FPIRP va FNIRP dUpc xac
djnh,
gia tn CC dUdc
tinh
todn cho ket qua nhu sau;.
Pang
8
H$ so gan
gui
CC
CC,
CC.
CC3
0.505
0.483
Neu chudi cUa hang an nhanh ndo cd he sd
gan
gui
gan bang 1 nhat
Id
cd khoang
each
den
did'm tham khao ly ludng dUdng gan nhat vd
khoang
each
den die'm tham khao ly tUdng dm xa
nhd't.
Ndi each

cao nang lyc canh tranh
ciia
minh tren
thi
trudng
Hd
N61,
thiet nghT cac chudi cda hang ndn ddc bidt
tdp trung vao nhQng yeu td duac ngudi tieu diing
Ha
Ndi
can nhac nhieu nhat khi
lUa
chpn mdt
cQa
hang an nhanh. Cu the la:
- Nen tua chpn
dia
diem dat cifa hang d khu Irung
tam:
nhQng khu vUc taing tdm
vari
ludn ta
nhOng
So
64+
65/2014
-khoi
hpc
"'^

- Quan tdm nhieu
han den gia ca va cac
ChUdng
trinh:
nhOng
cudc chien
ve
gia
ca vd
khuyen mai trong mua
he
2013 vUa qua
giOa
3
chudi cifa hdng
an
nhanh KFC, Lotteria vd BBQ
Chicken mpt lan nQa khd'ng djnh tam quan trpng
ciia
yeu td ndy trong
viec
nang cao nang
lUc
canh
Iranh trong nganh hang dd an nhanh.
- Xay dyng chudi cUa hang rdng khap:
viec
de"
dang chpn mdt
cila

khac nhu:
Khdng gian
cOa
hang dep (0.667),
Chd"ngdi
Ihoai
mai
(0.657),
SU da dang
ciia
dd an (0.567), Mui
vj
cua
do
dn (0.557), Sy thdn thien cua nhan vien
cifa hdng
(0,555),
Tdc dp phuc vu nhanh chdng
(0.550) va Nhieu djch vu
gia
lang (0.517).
Ngodi ra, nghien cUu cung
chi
ra rang: tren
thi
trudng Hd
Ndi
hien nay nang lyc canh tranh hie'n
thj
ciia

day tiem nang cho nhQng tap doanthUc an nhanh
qudc te. Sy gdp mat tiep theo cualVlcDonald's, dng
tdn nam giQ ngdi vuong
vethUc
an nhanhthe
gidi,
vao th| trudng Viet Nam tiep tuc ddn
ap
tuc ten
nhQng chudi cifa hang an nhanh hien tai nhu KFC,
Lotteria
va
BBQ Chicken, ddi hdi cac chudi nha
hang nay can tap trung vao nhQng yeu
td ma
khoa hoc
26 ihEldng im
khdeh
hang quan tdm nha't d tren de' khdng ngifng
nang cao nang
lUc
canh Iranh
ciia
minh
•
Tai
li$u
tham khao:
1.
Aaker, D.A. and Jacobson, R., Study shows

International Research
Conference,
2009.
5. Business Monitor International, Vietnam
Food
&
Drink Report, 2013.
Summary
With
grow/th'
of
26-30% per year, the fast food
market has reached
a
high and stable growth in
the food industries
in
Vietnam
at
present.
The
statement
of
partnership with Good
Day
Hospitality
in
the franchise and opening
its
first

are ranked from top
to
bottom
as
follows: place
store
in
central, brand stores, price, promotions,
chain stores, beautiful shop space, comfortable
seating,
diversity of
food,
taste of
food,
the friend-
ly store staff, quick service speed and ultimately
many added value services.
So 64 + 65/2014