·
BO
oiAo
ovc
vA
aAo
T*o
TRU'ONG
HQC
KINH
Tt
TP.
HO
CHi
MINH
000
"
LE
MINHTRIET
1AY
•
liJI;
MARKEIING
til
'
Tll
rtl
lY
HANG
KOG
NAM

.HCM
THUVI:¢N
d H
PH6
H6
cffi
MINH-
NAM
2004.
MVCLVC
Trang

Jl,t
;::
LOI
Mu
BA
U •.•• • • ••• • •• • •.• • ••• • •• ••••.•.• •
01
CHtf<1NG
1:
GIOI
THfflU
KHAI
QUAT VE
MARKETING
TRONG
DfCH
'
, ?

hlnh
thanh
va
phat
cua
T6ng
COng Ty
H8ng
KhOng
Nam
• • •• • 06
,
"'
, ?
?
CHUONG 2:
XA
Y Dl}NG
CHIEN
LUQC
MARKETING
HON
HQP
CUA
,._?
A ' A A
, ,
_,
TONG
CONG

2.1.2/
Gia
cua
cJ.ich
VQ v(ln
tai
hang
khong
cua
TCT
19
2.1.3/ Y e'u
to'
phftn
pho'i • 20
2
14/
Y
"' "'
,
., ,
? 22
. .
eu
to
xuc t1en
san
p
am
.

s6
ye'u bep. trong TCT hang
kh6ng Nam 28
2.2.1.2/ Phdn tfch moi trtiong
ben
ngoai • •
29
2.2.2/ Xdy dtfng chie'n
lticjc
Marketing b6n
hcjp
cua TCT hang khong
Nam
nam
2010 · 32
2.2.2.1/ Chie'n hi(jc marketing san phffm
cijch
Vl} tai hang
kh6ng 32
2.2.2.2/
Chie'n
IUctc
gi8:
34
2.2.2.3/ Chie'n lti(jc phdn ph6i d!ch
VQ.
khach hang:
o.oooooooooo36
2224/ch
o"'

d!ch
V\1
kh8ch
hftng
42
2.3/ Cac giai phap nhilm khai va thtfc chie'n luqc Marketing
h6n
h(jp t6ng cong ty Hang khong Nam de'n
nam
2010 .42
2.3.1/
Giai
phap
xdy dt!ng va quang
ba
thridng cua Hang Khong
ViC:t
Nam 42
2.3.2/ Giai phap nfing cao chll't lti(jng
san
phffm
cua Hang Khong
Nam 43
2.3.3/ Giai phap ddu trt
phat
may bay va buy d()ng v6n thtlc
44
2.3.4/ Ghii
phap
nfing cao cha't lli(jng

0
2.3.7/ Dfiy htJp
tac
lien ke't giua nganh
Hang
khong
v8i
nga
_ _
Du
lich
va
cac
nganh
khac
• •.• • • •.•
_g-= _
2.4/
M()t
s6
kie'n nghi v8i chfnh phu
va
cac
ca'p c6 lien
quan
s
.I
2.4.1/
Cac
kie'n nghi v8i chinh phu va


ss
TAl
THAM KHAO.
PHl)
Ll)C.
I
2.3.4/ Giiii phap nang cao ch§'t lli(jng cac
cijch
VI} hang khong
dcing
bQ
•
48
2.3.5/
Gh'li
phap
tang
cui1ng
minh ke't v8i cac
t6
chuc hang
khong va cac
t6
chuc
quO'c
te' nhlim
tht;ic
h()i
quo'c

Cac
kie'n nghi v8i chinh phu va nha mt8c Nam
51
2.4.2/
Cac
kie'n nghi v8i B() Giao Thong Tai, Hang Khong
Dan
va cac cd quan c6 quan •
53
"'
"
KE T
LU
i) N
CHUON G
2:
54
"'
A
KET 55
TAl
Litu
THAM KHAO.
PH{.J
Ll,JC.
DANHMl)C
CAC KY
HIJtu
VA
CAC

SGN
HAN
BKK
SARS
Code lATA cua Tp
H6
Chi Minh.
Code lATA
cua Thu
DoHa
N()i.
Code IAT A cua Bang
CO"
c.
Severe Acute Respiratory Syndrome:.
H9i chrtng viem du'ong ho
Bang
s61
Hlnh 1
Hlnh2
Bang
s62
Hlnh 3
Hlnh4
Hlnh 5
Hlnh6
Bang
s63
Hlnh 7
Hlnh 8

Bang
ke't qua kinh doanh khong
nam
2001-2003 10
So d6
chi tieu kinh doanh cua T6ng Cong Ty giai 2006-
2010

13
So d6 chi
tieu
tai
cua
Tdng Cong Ty giai 2006-
2010

14
Cac
ye'u
t6
cua Marketing h6n hqp TCT HKVN
16
C
,
th'
h ? ? ' d' h
17
ac
an
p

trong quan khach hang 26
Ma
SWOT 30
C
,
h' N 1 w ? ? 38
ac
c 1en
u'qc
tang tn.tong san p
am
.
Ke' phat d()i bay hang hoa
cua
VNA 45
Ke' phat trign
d()i
bay hang hoa
cua
VNA 45
Ke'
dffu
tu'
d()i may bay
th1;16c
sd
hfi'u
cua VNA 47
1
' ?

h9i kinh
te"
cao d9.
Tuy ra doi
qua·
non tre trong nganh tai hang khong nhu'ng T6ng Cong
ty
Hang Khong Nam
Iffy
Vietnam Airlines (VNA)
lam
n6ng co't da lien
t1,1c
phat qua cac nam. Nganh cong tai hang khong n6i chung trong
nhung
nam
ggn day da c6 nhung bu'dc suy thoai va phat khong nhu' mong
d<;5i
bdi nhung ly do khac nhau chinh tq, xa h9i , nhu'ng VNA n6i rieng 1uon
dl,idc
nhung thanh
tl,iu
qua cac
nam
vdi
to'c
d9 gia tang cua nganh cong
t::H
harig khong cua VNA luon khoang 29.5% m6i nam (1985-1999) va
khoang 10.5% trong vong

vffn
quan
tn;mg
hdn, m9t
vffn
rna n6 se xay
dl,ing
dinh va quan ly toan b9
Sl,i
phat cua T6ng
Cong
Ty, d6 la quan
tri,
trong d6 xay
dl,ing
va dinh Marketing h6n
hQp
la m9t trong nhung cong quan
trQng
nhfft.
Nhu' ta da
bie"t,
ne"u
caG
ye"u
to'
thoi
tie"t
mu'a
bao Ia nhung

khac c6
lien
quan.
M(>t
trong nhung ye'u
tO'
d6 la
hoc;tch
dinh chie'n
lu'QC
tie'p thi
h&n
h<Jp
cua
nha chuyen chd
nay
nhu' the' nao.
hoc;tch
dinh cho
chuysn
nay
se
tc;to
ra
m9t
hlnh anh,
m<?t
thuong co cha't
ht<Jng
cho nganh chuySn cilng nhu' cho VNA.

VNA trong
tam
thuc
cua
cong chung va duy trl
du'<Jc
tO'c
d9 pha t hang nam.
Va'n
nay
da
thu hut
slJ
quan
tam
nha nghien cuu khoa
hQc
qua cong trlnh va tai khac nhau trung giai quye't va'n la
lam
sao nang cao
du'QC
qua
hoc;tt
d(>ng
cua
T6ng Cong Ty khi rna
SlJ'
tu'
cong tau
bayda

va
phc;tm
vi nghien cuu:
.
dO'i
tu'<Jng:
tai trung
vao
nghien
cuu
thlJ'c
trc;tng
cua
T6ng Cong Ty qua
m9t
sO'
nam
2001-2003 cilng nhu' dinh hu'ong
phat
cua
nhung
nam
toi (2006-2010); Nghien
cuu
va
phan
tich
cac
ye'u
t6

Nam
Ia'y
Nam
Airlines
lam
tang.
C6
so sanh va
3
neu
thlfc te' d9ng cua
ffiQt
sfS
hang khac trong khu
V\l'C
trong qua
trinh phan tich.
-
Ml)C
tieu va phudng phap nghien cuu:
. Ml)c tieu nghien cuu: Di sau vao d6i tuqng tren
cd
sd
vi
nghien
cU'u
neu
tren xay dl!ng chie'n luqc Marketing h6n hqp cilng
nhu'
xay dlfng va phat hinh va nhan

van
du'<;1c
ke't
d(u
thanh 2 chudng
.·
Chu(Jng
1,
Gidi
thi<$u
khai quat Marketing trong dich
V\1
kinh doanh
va T6ng Cong Ty Hang Khong Hang Khong
Vi<$t
Nam .
.
Chu(Jng
2,
Xay dlfng chie'n
lu'qc
Marketing h6n hqp T6ng Cong Ty
Hang Khong
Vi<$t
Nam de'n
nam
2010.
4
CHUONG 1
GIOI

phat
trign
cua
kinh
t€
quo'c dan.
Ty
trQng
cua
dich
V\1
chie'm
dmg
cao,
da't mtoc d6
dmg
cho tha'y
kha
nang
khdi
mC1
to'i u'u nha't
cac
ngu6n h)'c, nhu':
con
ngu'oi, cha't
xam,
Uti
chinh
va

m9i
hanh
d(>ng,
ht%
qua, trong
d6
m(>t
phia c6
thg
cung ca'p
cho
phia
kia, chu ye'u
Ia
C1
trc:tng
thai
vo hlnh va
khong
de'n
sC1
huu.
San
phfrm dich
V\1
c6 thg khong
vOi
m(>t
san
phfrm cha't".

khong
de'n
sv
chuygn
nhu'<Jng
sd huu.
Hoc:tt
d(>ng
nay
c6
thg
c6
nhung
thay d6i
va
san
phfrm d6 c6 thg
khong
voi
san
phftm
huu
hlnh".
Nhln chung,
cac
n6 lvc dinh nghia de'n tinh
vo
hznh,
quye'n
sll

cac
giac
quan
dg
phan doan
ke't
qua
C\1
thg
ngay
tru'oc khi
su
dl;lng,
n6
cgn
du'<Jc
C\1
thg
h6a
cang
cang
to't.
Tinh
khong
6n
dinh. Cha't
lu'<Jng
dich
V\1
ph\1

rna khach hang
bie't.
Tinh khong tach roi
dti<JC.
Dich
V\1
du<;jc
san
xuit
ra cling hie voi
qua
trlnh
sli'
dvng.
Bay
Ia di€rn khac
bit$t
giua dich
V\1
voi hang
h6a. Hang
h6a
chit
dti<JC
san
xuit,
luu kho va phan pho'i qua
cac kenh va cuo'i cling, rnoi dtiqc tieu thv.
Khong th€ t6n
kho. Dich

to'
nhu sau:
D\1'
bao
nhu chuy€n duong hang khong Ia xac dinh
nhu
cua
cac nhan hay t6 chuc
vit$c
dich chuy€n hay thay
d6i vi tri
cua
con nguoi hay hang hoa
tu
noi nay de'n noi khac,
tu
quo'c gia nay de'n quo'c gia khac phtidng
tit$n
Ia may bay.
S\1'
thoa
man
nhu tai hang khong duqc th€
hit$n
qua
vit$c
chuy€n an toan, dung lich trlnh va thoi gian cong bo' thong qua
nhung dich vv hoan hao.
Khach hang la nhung
do'i

phim
va dich
Vl,l;
dap ling
du'<jc
nhu
cua khach hang,
lam
cho khach hang
cam
tha'y hai long. Ngoai ra,
m<)t
chie'n
lu'<Jc
marketing qua se la
m<)t
d6i sach t6t d6i ph6 voi cac thach
thuc cua
q.nh
tranh va dam
bao
vi the' tranh cua cong ty.
1.3/ Gim khai quat qua
trlnh
hlnh thimh va
phat
cua T6ng cong ty hang khong Nam.
T6ng cong ty Hang Khong Nam ( sau day xin
g<;>i
Hh

lam
doanh n6ng
c6t.
nay TCT c6
25
ddn
vi
thanh vien trong d6 c6 v6n g6p chi ph6i vao 2 cong ty
c6 4 lien doanh,
m<)t
ddn vi hanh chinh slf va con la cac ddn vi
thanh
vi
en
to
an
d<)c
p va
phl,l
thu<)c.
Cac m6i quan
gifi'a
TCT voi chinh phu,
C1,1c
HKDD, voi cac
cd
quan
nha nu'oc khac va chinh dia phu'dng,
gifi'a
TCT voi cac ddn

Bang
s61:
KET
QUA V
TAl
HANG
KHONG
2001-2003
Ke'hoQ,ch
TT
Ddn
vi
3nam
Thqc
3
nam
(2001 • 2003)
Chi
tieu
2001-2003
Tdc
d{)
T6'ng s6 T6'ng
s6
2001 2002
2003
tang
tru'dng
I
VjJn

% 59.9 59.3
59.3 58.4
60.3
Qu6c
te'
-
42.6 41.9
42.5 41.6 41.7

NQi
dia
-
86.1 86.3
85.1 85.7 87.8 ·
3
Hanh
khach
lulir lOOOHK.Km 18,244,102 18,648,119 5,589,921
6,600,197
6,458,001
7.5%

r
r ·
·

.

49.3
81.8 82.9
81.9
80.8
II
V4n
chuy€n
hang
hoa
bu'u
1
Hang
boa,
BK
Ta'n 176,599
198,254
54,122
66,605 77,527 19.7%

NQi
d!a
-
42.2
75.8
72.4 73.6
80.2
1
3
Hang
boa,
BK
Iu
lOOOT.Km 460,179
498,442
142,741
170,131 185,570
14.0%

QuO'c
te'
-
364,501 395,083
115,699
136,173
143,211 11.3%
-
Nl)i d!a
-
95,678 103,359

2,374 nam 2003 voi t6c
d9
tang tru'dng 11.4%. Hang khach
qu6c te'
c6 khuynh huong ghlm vao nam 2003
do
dich SARS
nhu'ng
thi c6
da'u
gia tang.
T6ng
s6kMch
01-03
6,000,000
4,000,000
2,000,000
0
2
3
4,001,575 4,049,311
1,471,229 1,761,952 1,674,886
1,914,731
2,239,623 2,374,425
Nam
ffinh 1
Ke't
qua
himh khach nam 2001-2003.
Kh6i

xua"t
hang hoa
gia tang nhanh nhung TCT chua c6
slf
phat theo
kiP
(Xem hlnh
3).
Hang hoa cac nam
100,000
50,000
54,122
66,605 77,527
28,850
34,658 37,881
25,272 31,947 39,646
Nam
Hlnh
2.
qua v(ln
chuyln
boa
nam
2001-2003.
- Thi tai hanh khach qu6c te' 41,6-42,5%
so
voi ke'
Ia
39-42%.
•

10
Nam
2002 la 3.799 ty d6ng va
dtn
nam
2003 duqc 4.119 ty d6ng
tang 1.3 so voi
nam
2001.
Day
chinh
Ia
chi
tieu
dS danh gia muc d9
hit$u
qua
tu'
vO'n
va
tht,tc
lt,tc
tai chinh
cua
TCT
voi quy mo ngay
cang
Ion
- Ty
sua"t

2001-2005
KH
truO'ng
%
1.
NQp
ngfin
sach
3,031.43 2,368.60 78.13
-20.2%
799.21 1,060.89
508.50
tho
61,877.52 34,392.01
55.58
10.7% 10,126.51 11,852.00
12,413.50
p.
Chi
phi
58,944.04
32,615.73 55.33 11.5% 9,633.80 11,000.77 11,981.16
2,933.48 1,776.28 60.55
-6.3% 492.71 851.23 432.34
2,022.46 1,342.48 66.38
-5.3%
379.80
622.06
340.62
6.

de'n
nam
Ba't
ky
mQt
hang
hang
khong
nao
mu6n
t6n
va
phat
phai
c6
qua
trlnh dlf
bao
nhu
thi tru'ong
tai
hang
khong.
Vi<$c
dlf
bao
chfnh
xac
nhu
nay

vi<$c
thoa
man
nhu
khach
hang.
Cong
tac
dlf
bao
nhu
tai
hang·
khong
xac
dinh
cac
ye'u
tO'
sau
day:
-
Cac
chi
tieu
do
luong
g6m:
sO'
khach

hang
khong
nhu:
Muc
d9
tang
GDP
ngu'oi
cua
m9t
qu6c
gia; thu
qu6c
dan; gia
ca
khoang
each
thoi
gian
cling nhu' cha't lu'qng
san
phffm dich vv.
- Thlfc
hi<$n
dlf
bao
Theo
dlf
bao
hang

6.5%/nam
(Airbus);
va
7.2%/nam
(Boeing).
Cac
dlf
bao
nay
d€u
sa'p xi
nhau
chung
to slf
sai
1<$ch
khong
nhi€u
va
cling
1il
m9t
cd
sd
TCT
hang
khong
Vi<$t
Nam
lam

te'
vao
nam
2010.
- V
hanh
khach
n9i
dia:
Muc
tang
tru'dng
blnh
quan
1a
13%
nam,
d.;tt
xa'p xi 6.8
tri<$u
lu'<Jt
khach
n9i
dia
vao
nam
2010.
12
-
hang

triSn T6ng Cong Ty hang Khong
VietNam
de"n
nam
2010:
1/ Chi kinh doanh:
-
T6ng doanh thu: 123.270 ty d6ng, trong d6
nam
2006 19.548 ty
d6ng,
nam
2010
muc
29.780 ty d6ng, tang blnh
quan
hang
nam
11%
(Xem hlnh 3).
-
Lqi
tntoc
thue":
4.799 ty d6ng, trong d6
nam
2006 muc 762 ty
d6ng,
nam
2010 muc 1.307 ty d6ng, tang blnh

huu:
nam
2006 muc 6.530 ty d6ng,
nam
2010 muc
10.534 ty d6ng, tang
blnh
quan
hang
nam
12.7%. qua
sil'
dl;lng
vO'n
tfnh thea ty
su!t
lqi tren
vO'n
chii
sC5
hliu
nam
2006 11.68%,
nam
2010 12.4%.
Cl)
=
'<0
00


TCT
giai 2006-2010.
2/
Chi
tieu
van
tai:
T6c
d9
tang
tntdng
blnh
quan
chuy€n
hanh
khach
d<;1t
11%
nam
(qu6c te'
d<;1t
11.3%
va
n9i dia
Ia
10.8%). Be'n
nam
2010,
dL,t
kie'n

chuy€n
du'<Jc
198.000 tffn
hang
hoa.
Thi phffn
chuy€n
hanh
khach
qu6c
te'
nam
2010
d<;1t
41.2%; thi phffn
chuy€n
hanh
khach
n9i
dia
d<;1t
76%. Thi phffn
chuy€n
hang
hoa
qu6c
te' (chi tinh thu'ong 3,4)
d<;!t
28%
va

lu'<Jng
tren
I
I
=.o
=
'<0
't:l

13

Chi
ti@u
kinh
doanh
2006-2010
35,000.00
30,000.00
25,000.00
20,000.00
15,000.00
10,000.00
5,000.00
2 3 4 5
BIDoanh
thu
19,548.02
22,114.55 24,612.46 27,214.39 29,780.61
!2.1Chiphi
18,786.47 21,514.56

(Xem hhih 4).
- T6c
d()
tang tntdng blnh quan chuySn hoa 12.5% nam.
D\l'
kie"n
de"n
narri 2010, chuySn
du'qc
198.000 ta'n hang hoa.
Thi
chuySn hanh khach qu6c
te"
nam 2010 41.2%; thi
chuySn hanh khach
n()i
dia 76%. Thi chuySn hang
hoa qu6c
te"
(chi tinh thu'ong 3,4) 28% va thi
chuySn hang hoa
n()i
dia 68%.
Chi tieu cha't lu'qng cua Vietnam Airlines la trd thanh m()t trong
so'
20 hang hang khong
du'qc
u'a
chu()ng nha't d Chau A cha't lu'qng tren
14

h9i
dao
va
phat
nghe
nghit%p.
12000000
10000000
8000000
6000000
4000000
2000000
0
2006
6,366,576
2,946,209
3,420,367
2
2007
7,087,810
3,302,316
3,785,494
3
4
5
2008 2009 2010
7,894,397
8,762,718 9,673,272
3,691,236
4,108,716

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