BQ GIAO Dl.JC VA DAO T~O

TRUONG D~I HOC KINH TE THANH PHO HO CHi MINH
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NGlJ(H HUONG DAN KHOA HOC

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vu CONG TUAN


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1.5. Cac thanh vien cua kenh phan ph6i

5

2. THI.ET ~E KENH PHAN PHOI
2.1 . Khai ni~m v~ thie't ke' kenh phan ph6i
. 2.2. Cac bu'oc cd ban cua qua trlnh thie't ke kenh phan ph6i

6

6

6

3. QUAN LY KENH PHAN PHOI THONG QUA THUC DAY CAC
THANH VIEN KENH HO~ T DQNG
3.1 . Khai ni~m quan

Iy kenh

3.2. Khuye'n khich cac thanh vien trong kenh ho~t dong
4. DANH GIA HO~T DQNG CUA CAC THANH VIEN TRONG KENH

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15
15

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19

1.1 . Lich

2. cA.c vfiu TO ANn uudNG DEN KENH PI-IAN PHOI ci'JA CTLD. NHA

MAY BIA VIJtT NAM T~l TI-ll TRUONG TP. HCM

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2.1 . Hanh vi ngtfoi tieu dung

20

2.2. Di;ic diem cua san phffm

20

I


2.3 . D?c di~m cua thi tntong TP. HCM

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2.4 . D?c di~m cua cac trung gian thu'ong ITI(,li

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3. PHAN TICH THVC TR~NG HO~T DQNG PHAN PHOI CUA CTLD. NHA MAy


1. QUAN DIEM xA Y DVNG GIAI PHAP
1.1. Quan di~m thu nha't

34

1.2. Quan di~m thu hai

34

1.3. Quan di~m th(t ba

34

2. MT,JC TIEU PHAT TRIEN CUA VBL GIAI DO~N 2002- 2010

34

2.1 . Dl)' ba o tang tru'dng cu a thi tru'ong bia giai do(,ln 2002 - 2010
2.2. M\lC tieu chie'n ltf
Vi~t Nam. Voi y nghia d6, t6i da m~nh dt;tn chQn d~ tai "M()t S6 Giai Phap
Ho~m Thi~n Ho~t

TP. H6

D()ng Phan Ph6i Ciia CTLD. Nha May Bia Vi~t Nam T~i
Chf Minh ".

Phudng phap nghien cuu trong lu~n van nay la phu'dng phap duy v~t bi~n
chung, dt,ta tren cd sd h~ th6ng ly lu~n cua hQc thuy~t Mac- Lenin, ly thuy~t v~
khoa hQC quan tri Va cac mon khoa hQC khac, th6ng nhfft VOi cac_ quan digm chtl
tru'dng chinh sach ella dang va nha nu'oc d6i voi S\( phat tri€n cua nghanh cong
nghi~p san xufft bia (J Vi~t N am.
NOi dung cua

lu~n

van du'
Cac kenh phan ph6i c6 ca'u true nhu' cac h
phiin phoz Ia tat cd ctic ho{lt d{}ng lien quan de'n vi~c phtit triin nhz1ng kenh
phiin phoz mui 11 nlu1ng 1uli tntuc do no cluta tdn t{li, hoijc cdi tie'n ctic kenh
hi~n t{li sao cho dtip zing dzt(Jc ctic 11l{tC tieu phan phoz cua DN.

2.2. Cac blioc co ban cua qua trlnh thie't ke' kenh phan pho'i
Bztuc 1: Nhi,in d~ng nhu cfiu phai

t6 chtlc kenh phan pho'i

Tntoc he't DN din ph

(7) Khi xay ra nhung thay d6i moi tntong chu ye'u, c6 th€ la moi tntong
kinh te', van h6a, xa hoi, cc;tnh tranh, ky thu~t ho~c lu~t phap.

6


(8) Khi xay ra xung d()t giil'a cac thanh vien cua kenh. Trong m()t s6 tntong
hQp xung d()t c6 th€ tro nen nghiem trQng de'n muc chi c6 th€ giai quye't n6
b~ng each cai t(;lO kenh.
,

Bztoc 2: Phan tich cac lqi ich mong dqi cua khach hang
Cffu true kenh phai thoa man nhil'ng mong dQi cua khach hang m\lC tieu
khi hQ mua san phftm. M()t s6I9i ich cd ban cua nguoi tieu dung bao g6m:

- Thong tin: Thong thu'ong, ngu'oi mua c6 kie'n thuc h1;1n che' v~ san ph§'m
ho~c dinh V\1 rna hQ mu6n mua. Cac trung gian dUQC chQn vao kenh se thong

tin voi ngu'oi mua qua tru'ng bay va ban

t~ti

cU'a hang.

- SQ' ti~n lqi: Nghia Ia ngu'oi mua doi hoi sv d~ dang thvc hi~n vi~c mua
ffiQt san ph§'m, 0 CaC khia C(;lnh nhu' thoi gian mua S~m, V~n chuy€n hang h6a ...
- SQ' da d~ng: Phan anh y thich d1a ngu'oi mua mu6n c6 nhi~u lo1;1i san
phftm d€ Iva chQn.



Bztuc 5: Danh gia cac ye'u to' anh htidng de'n ca'u true kenh

7


DN phai phan tich cac ye'u to' anh huang de'n dtu true kenh va ki€u quan
h~ trong kenh d6 c6 din cu ll,ta chQn ellu true .kenh va muc d9 lien ke't trong
kenh phu hqp. Cac bie'n so' chu ye'u la:

(1) D~c di~m cua thi tniong mt;tc tieu: C6 bo'n bie'n so' co ban ella thi
tru'ong anh huang de'n cffu true kenh:

- Dja

ly thi trtiong: Th~ hi~n 0 vj tri Clla thi tru'ong va

khoang each tu nlia
san xufft de'n thi tru'ong. C6 m9t chi d~n chung, ne'u khoang each giua nha san
xu!t va thi tnfong ella no cang Wn thl cang c6 kha nang sll' d\mg cac trung
gian se co chi phi tha'p hun phan ph6i tr~I'c tiGp.
I

- Quy mo thj trtiong: S6luc;1ng khach hang ella thi tru'ong xac dinh quy mo
cua thi trll'ong. M9t chi d~n chung, ne'u thi tru'ong c6 s6lu'c;1ng khach hang cang
IOn thl vi~c sll' dt,Ing trung gian la cang cfrn thie't va ngu'c;1c l
- Ghi tri do'n vi san phfim: Nhln chung, gia tri don vi Sclll phffm dtng thf{p
thl cac kenh cang nen dai han. Bdi vl d6i voi lo
- CC;lnh tranh

Bllac 6: Phat tri~n cac ca'u true kenh phan pho'i co th~ thay the'
, D~ c6 th~ xac ding du'qc cilu tuc kenh, ta phcli xac djnh ba bie'n sO' chu ye'u:
chi~u d~d, b~ rong va lo(;li trung gian ella kenh.

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(1) Xac dinh chi~u dai cua kenh: DN phcH chQn s6lu

(2) Xac djnh chi~u r()ng cua kenh: f)~ d~t du'
quan ly

ld~nh

Quan ly kenh du'QC hi~U la toan b() cac cong Vi~c quan ly di~u hanh ho~t
d()ng cua h~ th6ng kenh nh~m dam bao Slf hQp tac dai h~n giua cac thanh
vien kenh da du'QC hja chQn, qua d6 thlfc hi~n cac ffil,lC tieu phan ph6i cua DN.

3.2. Khuye'n khich cac thanh vien trong kenh ho~t d()ng
Th~c dfiy cac th~mh vien kenh ho~t d()ng la n()i dung bao trum trong quan
ly kenh phan ph6i. D~ cac thanh vien trong kenh h

00/01

01/02

To'c d() tang trudng
Snam

46,000

84,000

115,000

45,000

30,000

-34%

Heineken

130,000

147,000

183,000

276,000

390,000


19%
53%

(Ngu(Jn: Bcio ccio tieu thf!, m1m 2002 cua VBL giai do«-n 1997- 2002)

Doanh SfiBan 5 Nam 1997-2002
(hi)
1,200,000
1,000,000
800,000
600,000
400,000
200,000

0
97/98

98/99

Bi~u d6 2.1- Doanh

99/00

00/01

01/02

s6 ban 5 nam (1997-2002) cua VBL



26,000

9,000

4,000

-61%

Heine ken

80,000

93,000

118,000

181,000

260,000

232%

260,000

279,000

297,000

335,00


0
97/98

Bi~u

98/99

99/00

00/01

01/02

d6 2.2- Doanh s6ban 5 nam (1997-2002) cua VBL

£H1y la khu vvc thi tntong IOn nha't v€ m~t quy mo cling nhu' t6c do tang
tru'dng cao nha't so voi cac khu vvc thi tru'ong khac. Sau nam nam to'c do tang
tnl'dng d~t 72% so voi to'c do tang tnl'dng chung cua toan cong ty la 53%.

1.4. MQ.c tieu phat tri~n cua VBL de'n nan 2010

v oi

I

da phat tri~n m~nh va len l\lC, cling voi ti€m nang ra't IOn Clla thi
tru'ong bia C1 Vi~t Nam, d~c bi~t la thi tru'ong TP. HCM. Cong ty da du'a ra
ill\}C tieu c~n d~t du'QC de'n nam 2010 Ia trd thanh cong ty san xua't bia s6 mot
vi~t Nam voi 16 % thi ph~n tieu th\l so voi con s6 11% hi~n nay.

La trung Him san xuat, thu'dng m~i va dich
s6 v€ kinh te' nhu' sau:

V\}

Cl1a ca nu'oc voi mQt vai chi

-Dan s6: d~t muc 5,5 tri~u nguai vao thai di@'m 2002.
- T6c do tang tru'ong GDP d~t 10,2% vao nam 2002, ra't cao so voi t6c do
tang tru'dng chung cua qu6c gia la 7 ,04%.
- Thu nh~p blnh quan dftu ngu'ai d~t 1,460USD vao 2002, trong khi thu
nh~p blnh quan dftu dut Vi~t Nam la 440USD.
- San lu'
- C6 t6c dQ tang tru'dng ra't m

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