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Trang 63 thong tin, x ly, viec noi ket d lieu e phuc vu ban hang, mua hang, giao nhan hang hoa la kha tot. Chnh viec vi tnh hoa tai Trung tam la c s cho viec thc hien muc tieu van phong khong giay. Va ieu nay cung gop phan giup Trung tam tiet kiem c khong t chi ph. Trung tam cung a thiet lap c moi lien lac trc tiep va nhanh chong trong viec phuc vu khach hang thong qua he thong mang, th ien t va trang web. 3.2.6. Ma tran anh gia cac yeu to noi bo (IFE) Qua phan tch ve moi trng noi bo tren ta thiet lap ma tran anh gia cac yeu to noi bo cua Nguyen Kim nh sau: Bang 3.8: Ma tran anh gia cac yeu to noi bo (IFE) TT I 1 2 3 4 5 6 7 8 9 II 10 11 12 13 Cac yeu to ben trong iem manh Thng hieu Chng trnh khuyen mai Hang hoa Trng bay hang hoa Thai o phuc vu cua nhan vien Dch vu sau ban hang Gia ca ng dung he thong vi tnh vao quan ly Tnh hnh tai chnh iem yeu Bien ong nhan s cao cap ao tao va phat trien oi ngu nhan vien Trnh o nhan vien Quang cao dai han Mc do quan trong 0.12 0.09 0.08 0.09 0.07 0.08 0.09 0.07 0.07 0.08 0.06 0.05 0.05 Phan loai 4 4 3.5 3 3 3.5 3 3 3 2 2 2 2 Tong iem 0.48 0.36 0.28 0.27 0.21 0.28 0.27 0.21 0.21 0.16 0.12 0.10 0.10

Tong cong 1.00 3.05 Nhan xet: Qua bang 3.8 ta thay so iem quan trong tong cong la 3.05 cho thay Nguyen Kim co moi trng noi bo kha tot vi nhng iem manh quan trong nh: Thng hieu, chng trnh khuyen mai, hang hoa, trng bay hang hoa, thai o phuc

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Trang 64 vu cua nhan vien, dch vu sau ban hang, gia ca, ng dung he thong vi tnh vao quan ly va tnh hnh tai chnh. Va ay cung chnh la nang lc cot loi cua Nguyen Kim (theo GS. Ton That Nguyen Thiem: Nang lc cot loi la tat ca cac kien thc, cong nghe, ky nang va kinh nghiem c ban cho hoat ong cua doanh nghiep va mang en cho doanh nghiep tnh ac thu rieng biet). Tuy nhien, Nguyen Kim van con nhieu iem yeu nh bien ong nhan s cao cap, ao tao va phat trien oi ngu nhan vien, trnh o nhan vien va quang cao dai han.

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Trang 65 CHNG 4 XAY DNG CHIEN LC KINH DOANH CHO TRUNG TAM MUA SAM SAI GON NGUYEN KIM (GIAI OAN 2007 2011) 4.1. Xay dng nh hng chien lc Nguyen Kim giai oan 2007-2011 4.1.1 Can c e xay dng nh hng chien lc 4.1.1.1. Xuat phat t khach hang Kinh te Viet Nam trong nhng nam qua tang trng on nh. Ben canh o, thu nhap bnh quan au ngi cua Viet Nam cung lien tuc tang (a phan tch tren) a lam cho mc song cua con ngi ngay cang c cai thien. ieu tren, a gop phan thuc ay thoi quen mua sam cua ngi tieu dung t cac khu vc buon ban ch truyen thong chuyen sang cac Trung tam ban le chuyen nganh. Hien nay co rat nhieu Trung tam mua sam (ien may) tai TP.HCM, cho nen khach hang co nhieu c hoi e chon la. ieu nay a lam cho cac Trung tam ien may can phai co nhng cai thien ve phuc vu khach hang nhieu hn na nham ap ng nhu cau ngay cang khac khe cua ngi tieu dung. 4.1.1.2. Th trng ban le Viet Nam Theo hang tin BBC cua Anh ngay 1/5/2006. AT Kearney Tap oan t van hang au the gii co tru s tai My va cong bo mot ket qua khao sat mi ve th trng , theo o, Viet Nam a tr thanh a iem hap dan th ba the gii oi vi cac tap oan ban le toan cau, ch sau An o (th nhat), va Nga. So vi nam ngoai Viet Nam vt len 5 hang. Mat khac, AT nhan xet Mot na trong dan so 84 trieu ngi la di 30 tuoi va ho thch mua sam. Chi tieu cua ngi tieu dung tang 16% va doanh so ban le tang 20% trong giai oan 2004 2005. (Nguon: Bao ien t Thi bao kinh te Viet Nam). Nh a e cap trong phan tch moi trng noi bo cua Nguyen Kim th theo cong ty nghien cu th trng GFK Viet Nam, th trng ban le cac mat hang tieu

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Trang 66 dung ien t va cong nghe thong tin nam 2006. Theo o, doanh so cua th trng nay c at 2,343 ty USD, tang 26,1% so vi nam ngoai va tiep tuc tang trng kha quan trong nam 2007, c at 3 ty USD (Nguon: Thi bao kinh te Viet Nam, so 36). 4.1.1.3. Mot so van e ve ng loi phat trien kinh te xa hoi Viet Nam (Nguon: http://www.mpi.gov.vn/strategy.aspx?Lang=4) ay manh cong nghe hoa, hien ai hoa theo nh hng xa hoi chu ngha, xay dng nen kinh te oc lap t chu, tao nen tang e en nam 2020 c ban nc ta tr thanh mot nc cong nghiep. Tiep tuc m rong quan he kinh te oi ngoai theo hng a phng hoa, a dang hoa; chu ong hoi nhap kinh te quoc te theo lo trnh phu hp vi ieu kien cua nc ta va am bao thc hien nhng cam ket trong quan he song phng va a phng nh khu vc mau dch t do ASEAN (AFTA), Dien an hp tac kinh te Chau A Thai Bnh Dng (APEC), Hiep nh thng mai Viet My, tien ti gia nhap To chc thng mai the gii (WTO). Trong qua trnh chu ong hoi nhap nen kinh te quoc te, chu trong phat huy li the, nang cao chat lng, hieu qua, khong ngng tang nang lc canh tranh va giam dan hang rao bao ho. ac biet ke t ngay 01/01/2006 theo lo trnh AFTA th thue nhap khau oi vi cac mat hang ien t ch con t 0-5%. ieu nay, a tao ra c hoi cho cac Trung tam ien may trong viec phuc vu khach hang ngay cang tot hn v se co c hoi nhap khau hang hoa trc tiep t cac nc trong khu vc ong Nam A. 4.1.2. nh hng chien lc cua Nguyen Kim giai oan 2007-2011 Xay dng Trung tam mua sam sai gon-Nguyen Kim tr thanh mot Trung tam phan phoi le hang au tai Viet Nam. Khang nh thng hieu Nguyen Kim tai Viet Nam la mot thng hieu manh. 4.2. Xay dng chien lc 4.2.1. Ma tran SWOT cua Nguyen Kim.

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Trang 67 Bang 4.1: Ma tran SWOT cua Nguyen Kim
CAC C HOI (OPPORTUNITIES - O) 1. Toc o tang trng kinh te on nh. 2. Moi trng kinh doanh c cai thien. 3. Cat giam thue nhap khau. 4. Thu nhap bnh quan au ngi tang. 5. Chi tieu mua sam cua ngi tieu dung gia tang. 6. Ngi tieu dung thch mua sam cac trung tam ien may. 7. Nha cung cap hang hoa co uy tn. CAC MAT MANH (STRENGTHS - S) 1. Thng hieu. 2. Chng trnh khuyen mai. 3. Hang hoa. 4. Trng bay hang hoa. 5. Thai o phuc vu cua nhan vien. 6. Dch vu sau ban hang. 7. Gia ca. 8. ng dung he thong vi tnh vao quan ly. 9. Tnh hnh tai chnh. CAC MAT YEU (WEAKNESSES - W) 1. Bien ong nhan s cao cap. 2. ao tao va phat trien oi ngu nhan vien. 3. Trnh o nhan vien. 4. Quang cao dai han. CAC CHIEN LC S O S1,S2,S3,S4,S5,S6,S7+O1,O4, O5,O6,O7: Chien lc tham nhap th trng. S1,S2,S3,S5,S6,S7,S8,S9+O2, O4,O5,O6,07: Chien lc phat trien th trng. S1,S8,S9+O1,O5,O6: Chien lc a dang hoa hoat ong ong tam. CAC E DOA (THREATS - T) 1. Van e ma bao, lu lut nhieu. 2. Gia tang cac trung tam ien may mi. 3. Canh tranh khong lanh manh ve gia va gian lan thng mai. 4. S m rong au t cua cac tap oan ban le a quoc gia.

CAC CHIEN LC S T S1,S8,S9+T2,T4: Chien lc lien doanh. S1,S2,S3,S4,S5,S6,S7+T1: Chien lc tang cng quang cao, khuyen mai. S1,S2,S3,S4,S5,S6,S7,S9+T 2,T4: Chien lc phat trien th trng. S1,S2,S3,S4,S5,S6+ T2,T3,T4: Chien lc khac biet hoa. CAC CHIEN LC W T W1,W4+T2,T3,T4 Chien lc khac biet hoa. W4+T1,T2,T4: Chien lc tang cng quang cao, khuyen mai.

CAC CHIEN LC W O W1,W2,W3+O2: Chien lc phat trien nguon nhan lc. W3,W4+O1,O4,O5,O6,O7: Chien lc m rong mang li mang phan phoi.

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Trang 68

4.2.2. Cac chien lc kinh doanh hnh thanh t ma tran SWOT 42.2.1. Nhom cac chien lc S O: a. Chien lc tham nhap th trng: a ra chien lc nay Nguyen Kim tan dung cac the manh la thng hieu uy tn; chng trnh khuyen mai hap dan; hang hoa phong phu, a dang; trng bay hang hoa de nhn thay chung loai hang hoa va de chon la; thai o phuc vu cua nhan vien lam hai long khach hang; dch vu sau ban hang tot va gia ca tot nhat e tang th phan hien nay nham muc ch tang doanh so ban hang vi cac c hoi nh toc o tang trng kinh te on nh; thu nhap bnh quan au ngi tang; chi tieu mua sam cua ngi tieu dung gia tang; ngi tieu dung thch mua sam cac trung tam ien may va nha cung cap hang hoa co uy tn. b. Chien lc phat trien th trng: a ra chien lc nay Nguyen Kim co cac the manh ve thng hieu, chng trnh khuyen mai, hang hoa phong phu, a dang, thai o phuc vu cua nhan vien lam hai long khach hang, dch vu sau ban hang tot, gia ca canh tranh, ng dung cac he thong vi tnh vao quan ly va tnh hnh tai chnh kha manh. T o cho phep Nguyen Kim phat trien th trng nham muc tieu tang doanh thu vi cac c hoi nh moi trng kinh doanh c cai thien, thu nhap bnh quan au ngi tang; chi tieu mua sam cua ngi tieu dung gia tang; ngi tieu dung thch mua sam cac trung tam ien may va nha cung cap hang hoa co uy tn. c. Chien lc a dang hoa hoat ong ong tam: Nguyen Kim co cac the manh ve thng hieu uy tn, c ngi tieu dung biet en; ng dung he thong vi tnh vao quan ly tot va tnh hnh tai chnh kha manh. Ben canh cac c hoi nh toc o tang trng kinh te on nh, chi tieu mua sam cua ngi tieu dung gia tang va ngi tieu dung thch mua sam tai cac trung tam ien may. No cho phep Nguyen Kim thc hien chien lc nay bang cach m them cac nganh hang mi nh trang tr noi that, en

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Trang 69 trang tr, my pham, vat lieu xay dng nham ho tr them cho cac hoat ong kinh doanh hien nay. 4.2.2.2. Nhom cac chien lc S T: a. Chien lc lien doanh: Nguyen Kim vi nang lc cot loi la thng hieu co uy tn oi vi khach hang, ng dung he thong vi tnh vao quan ly mot cach khoa hoc va tnh hnh tai chnh kha manh. Do o, Nguyen Kim co kha nang lien ket vi mot trong nhng cong ty nc ngoai co uy tn nham phat trien th trng ong thi han che rui ro t viec gia tang cac Trung tam iem may mi cung nh s m rong au t cua cac tap oan ban le a quoc gia. b. Chien lc tang cng quang cao, khuyen mai: Vi van e ma bao, lu lut nhieu. Nguyen Kim tan dung the manh ve thng hieu, chng trnh khuyen mai, hang hoa, trng bay hang hoa, thai o phuc vu cua nhan vien, dch vu sau ban hang va gia ca nham tang doanh so, thu hut khach hang t cac oi thu canh tranh va xay dng s trung thanh cua khach hang oi vi Nguyen Kim. c. Chien lc phat trien th trng: Nguyen Kim manh ve thng hieu, chng trnh khuyen mai, hang hoa, trng bay hang hoa, thai o phuc vu cua nhan vien, dch vu sau ban hang, gia ca, va tnh hnh tai chnh. No cho phep Nguyen Kim thc hien chien lc phat trien th trng nham han che nguy c t viec gia tang cac Trung tam iem may mi cung nh s m rong au t cua cac tap oan ban le a quoc gia. d. Chien lc khac biet hoa: Nguyen Kim manh ve thng hieu, chng trnh khuyen mai, hang hoa, trng bay hang hoa, thai o phuc vu cua nhan vien, dch vu sau ban hang, gia ca. Nguyen kim a ra chien lc khac biet hoa nham han che nguy c t viec gia tang cac trung tam ien may mi; canh tranh khong lanh manh ve gia va gian lan thng mai va s m au t cua cac tap oan ban le a quoc gia. 4.2.2.3. Nhom cac chien lc W O:

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Trang 70 a. Chien lc phat trien nguon nhan lc: Nham khac phuc cac iem yeu nh bien ong nhan s cao cap; ao tao va phat trien oi ngu nhan vien cung nh trnh o nhan vien. Nguyen Kim thc hien chien lc nay e tan dung c hoi la moi trng kinh doanh c cai thien. b. Chien lc m rong mang li phan phoi: Nham muc ch tang doanh thu, Nguyen Kim ap dung chien lc nay e tan dung cac c hoi nh toc o tang trng kinh te on nh, thu nhap bnh quan au ngi tang, chi tieu mua sam cua ngi tieu dung gia tang, ngi tieu dung thch mua sam cac Trung tam ien may va nha cung cap hang hoa co uy tn nham khac phuc cac iem yeu ve trnh o nhan vien va quang cao dai han. 4.2.2.4. Nhom cac chien lc W T: a. Chien lc khac biet hoa: Nham han che nguy c t viec gia tang cac trung tam ien may mi; canh tranh khong lanh manh ve gia va gian lan thng mai va s m au t cua cac tap oan ban le a quoc gia. Nguyen Kim can phai co chien lc khac biet hoa nham khac phuc cac iem yeu nh bien ong nhan s cao cap va quang cao dai han. b. Chien lc tang cng quang cao, khuyen mai: Nham han che van e ma bao, lu lut; viec gia tang cac trung tam ien may mi va s m au t cua cac tap oan ban le a quoc gia. Nguyen Kim can phai tang cng quang cao, khuyen mai e cung co lng khach hang hien co va thu hut khach hang mi t oi thu canh tranh. 4.3. La chon chien lc Ma tran QSPM Bang 4.2: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc S-O

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Trang 71
Chien lc co the thay the Cac yeu to quan trong Phan loai Tham nhap th trng AS Cac yeu to ben trong Thng hieu Chng trnh khuyen mai Hang hoa Trng bay hang hoa Thai o phuc vu cua nhan vien Dch vu sau ban hang Gia ca ng dung he thong vi tnh vao quan ly Tnh hnh tai chnh Bien ong nhan s cao cap ao tao phat trien oi ngu nhan vien Trnh o nhan vien Quang cao dai han Cac yeu to ben ngoai Toc o tang trng kinh te on nh Moi trng kinh doanh c cai thien Cat giam thue nhap khau Thu nhap bnh quan au ngi tang Chi tieu mua sam cua ngi tieu dung tang Ngi tieu dung thch mua hang Trung tam ien may Nha cung cap hang hoa co uy tn Van e ma bao, lu lut nhieu Gia tang cac Trung tam ien may mi Canh tranh khong lanh manh ve gia va gian lan thng mai S m rong au t cua cac tap oan ban le a quoc gia TONG 4 4 3.5 3 3 3.5 3 3 3 2 2 2 2 3 3 3 3 4 3.5 4 1.5 2 2 2 4 4 3 3 3 3 3 3 2 4 3 2 3 2 3 2 3 3 3 3 2 3 3 3 16 16 10.5 9 9 10.5 9 9 6 8 6 4 6 6 9 6 9 12 10.5 12 3 6 6 6 204.5 4 3 3 3 3 3 3 3 3 3 2 2 3 2 3 2 3 3 3 3 2 3 3 3 16 12 10.5 9 9 10.5 9 9 9 6 4 4 6 6 9 6 9 12 10.5 12 3 6 6 6 199.5 4 3 4 3 3 3 2.5 3 4 2 3 2 2 3 3 2 3 2 3 2 2 2 2 2 16 12 14 9 9 10.5 7.5 9 12 4 6 4 4 9 9 6 9 8 10.5 8 3 4 4 4 191.5 TAS Phat trien th trng AS TAS a dang hoa ong tam AS TAS

Ghi chu: AS So iem hap dan; TAS Tong so iem hap dan

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Trang 72 Bang 4.3: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc S-T
Cac yeu to quan trong Phan loai Chien lc co the thay the Lien doanh Tang cng quangcao, khuyenmai AS 3 4 3 3 3 2 3 4 3 3 2 2 3 3 3 1 3 3 3 3 2 3 3 4 TAS 12 16 10.5 9 9 7 9 12 9 6 4 4 6 9 9 3 9 12 10.5 12 3 6 6 8 201 Phat trien th trng Khac biet hoa

AS Cac yeu to ben trong Thng hieu Chng trnh khuyen mai Hang hoa Trng bay hang hoa Thai o phuc vu cua nhan vien Dch vu sau ban hang Gia ca ng dung he thong vi tnh vao quan ly Tnh hnh tai chnh Bien ong nhan s cao cap ao tao phat trien oi ngu nhan vien Trnh o nhan vien Quang cao dai han Cac yeu to ben ngoai Toc o tang trng kinh te on nh Moi trng kinh doanh c cai thien Cat giam thue nhap khau Thu nhap bnh quan au ngi tang Chi tieu mua sam cua ngi tieu dung tang 3 3 3 3 4 3 3.5 3 3 2 3 3 2 2.5 2.5 3 4 4 3.5 3 3 3.5 3 3 3 2 2 2 2 4 2 2 3 3 2 3 4 3 3 3 3 2

TAS 16 8 7 9 9 7 9 12 9 6 6 6 4 9 10.5 9 9 8 10.5 12 3 5 5 6 195

AS 3 3 3 3 3 2 3 3 3 3 3 3 4 3 3.5 1 3 3 4 3 2 3 3 4

TAS 12 12 10.5 9 9 7 9 9 9 6 6 6 8 9 10.5 3 9 12 14 12 3 6 6 8 205

AS 3.5 3 4 4 3 2 3 3 2 2 3 3 3.5 3 3 1 3 3 3 3 2 3.5 3 3.5

TAS 14 12 14 12 9 7 9 9 6 4 6 6 7 9 9 3 9 12 10.5 12 3 7 6 7 202.5

Ngi tieu dung thch mua hang Trung 3.5 tam ien may Nha cung cap hang hoa co uy tn Van e ma bao, lu lut nhieu Gia tang cac Trung tam ien may mi Canh tranh khong lanh manh ve gia va gian lan thng mai S m rong au t cua cac tap oan ban le a quoc gia TONG 4 1.5 2 2 2

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Trang 73 Bang 4.4: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc W-O
Chien lc co the thay the Cac yeu to quan trong Phan loai Phat trien nguon nhan lc AS Cac yeu to ben trong Thng hieu Chng trnh khuyen mai Hang hoa Trng bay hang hoa Thai o phuc vu cua nhan vien Dch vu sau ban hang Gia ca ng dung he thong vi tnh vao quan ly Tnh hnh tai chnh Bien ong nhan s cao cap ao tao phat trien oi ngu nhan vien Trnh o nhan vien Quang cao dai han Cac yeu to ben ngoai Toc o tang trng kinh te on nh Moi trng kinh doanh c cai thien Cat giam thue nhap khau Thu nhap bnh quan au ngi tang Chi tieu mua sam cua ngi tieu dung tang Ngi tieu dung thch mua hang Trung tam ien may Nha cung cap hang hoa co uy tn Van e ma bao, lu lut nhieu Gia tang cac Trung tam ien may mi Canh tranh khong lanh manh ve gia va gian lan thng mai S m rong au t cua cac tap oan ban le a quoc gia TONG 4 4 3.5 3 3 3.5 3 3 3 2 2 2 2 3 3 3 3 4 3.5 4 1.5 2 2 2 4 2.5 2 2 4 4 3 4 4 4 4 4 2 3 4 2 3 2 2 2 3 2 2 3 16 10 7 6 12 14 9 12 12 8 8 8 4 9 12 6 9 8 7 8 4.5 4 4 6 203.5 3 3.5 3 3 2.5 2 3.5 3 3 2 2 3 3 3 2.5 2 3 3 3 3 3 3 3 3 12 14 10.5 9 7.5 7 10.5 9 9 4 4 6 6 9 7.5 6 9 12 10.5 12 4.5 6 6 6 197 TAS M rong mang li phan phoi AS TAS

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Trang 74 Bang 4.5: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc W-T
Cac yeu to quan trong Chien lc co the thay the Phan Khac biet Tang cng loai hoa quang cao, khuyen mai AS Cac yeu to ben trong Thng hieu Chng trnh khuyen mai Hang hoa Trng bay hang hoa Thai o phuc vu cua nhan vien Dch vu sau ban hang Gia ca ng dung he thong vi tnh vao quan ly Tnh hnh tai chnh Bien ong nhan s cao cap ao tao phat trien oi ngu nhan vien Trnh o nhan vien Quang cao dai han Cac yeu to ben ngoai Toc o tang trng kinh te on nh Moi trng kinh doanh c cai thien Cat giam thue nhap khau Thu nhap bnh quan au ngi tang Chi tieu mua sam cua ngi tieu dung tang Ngi tieu dung thch mua hang Trung tam ien may Nha cung cap hang hoa co uy tn Van e ma bao, lu lut nhieu Gia tang cac Trung tam ien may mi Canh tranh khong lanh manh ve gia va gian lan thng mai S m rong au t cua cac tap oan ban le 2 a quoc gia TONG 4 4 3.5 3 3 3.5 3 3 3 2 2 2 2 3 3 3 3 4 3.5 4 1.5 2 2 3 4 3 4 4 3 3 3 3 3 3 2 3 3 2 2 2 3 2 3 3 1 3 3 6 199.5 16 12 14 12 9 10.5 9 9 9 6 4 6 6 6 6 6 9 8 10.5 12 1.5 6 6 3 4 3 4 3 3 3 3 3 3 2 3 3.5 2 2 2 2 2 3 3 3 3 3 2.5 12 16 10.5 12 9 10.5 9 9 9 6 4 6 7 6 6 6 6 8 10.5 12 4.5 6 6 5 196 TAS AS TAS

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Trang 75

Qua phan tch ma tran QSPM, va can c vao tong so iem hap dan cua cac loai chien lc co the thay the ta rut ra ket luan sau: oi vi nhom cac chien lc S-O: Chien lc tham nhap th trng co tong so iem hap dan (TAS) la 204,5; chien lc phat trien th trng co TAS=199,5; va chien lc a dang hoa hoat ong ong tam co TAS = 191,5. Do o, chien lc c chon la chien lc tham nhap th trng v co TAS=204,5 la ln nhat. oi vi nhom cac chien lc S-T: chien lc c chon la chien lc phat trien th trng v co TAS=205 la ln nhat. oi vi nhom cac chien lc W-O: chien lc c chon la chien lc phat trien nguon nhan lc v co TAS=203,5 la ln nhat. oi vi nhom cac chien lc W-T: chien lc c chon la chien lc khac biet hoa v TAS=199,5 la ln nhat. Tom lai, qua phan tch ma tran QSPM va can c vao tong so iem hap dan ta co 4 chien lc c chon la chien lc tham nhap th trng; chien lc phat trien th trng; chien lc phat trien nguon nhan lc va chien lc khac biet hoa. Nhng ng tren goc o chien lc cong ty th Nguyen Kim nen ket hp 2 chien lc chu ao o la: Chien lc phat trien th trng. Chien lc khac biet hoa.

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Trang 76 CHNG 5 CAC GIAI PHAP CU THE E THC HIEN CHIEN LC e xay dng Trung tam mua sam sai gon Nguyen Kim tr thanh mot Trung tam phan phoi le hang au tai Viet Nam. Va khang nh thng hieu Nguyen Kim tai Viet Nam la mot thng hieu manh th Nguyen Kim can ket hp 2 chien lc chu ao o la chien lc phat trien th trng va chien lc khac biet hoa. oi vi chien lc phat trien th trng: Phat trien he thong chuoi Trung tam ban le hang au tai cac thanh pho ln Viet Nam bang cach xay dng them 4 Trung tam ban le (1 tai Ho Ch Minh, 1 tai Ha Noi, 1 tai Can Th va 1 tai a Nang). oi vi chien lc khac biet hoa: oi vi chien lc nay, Nguyen Kim can tap trung vao cac chng trnh Marketing co s khac biet ro ret so vi oi thu canh tranh e cung co v tr dan au. Sau ay la cac giai phap cu the e thc hien viec ket hp 2 chien lc chu ao tren: 5.1. Giai phap ve phat trien nguon nhan lc e thc hien c cac chien lc e ra tren th viec chuan b nguon nhan lc e ap ng nhu cau phat trien trong tnh hnh mi la vo cung quan trong. Muon thc thi chien lc oi hoi phai co nhng ngi quan ly gioi, nhng nhan vien co kinh nghiem ong vai tro quan trong oi vi Nguyen Kim trong viec phat trien nguon nhan lc. Viec phat trien nguon nhan lc tai Nguyen Kim c the hien qua cac cong viec sau ay: Ve chnh sach tuyen dung, hoach nh nguon nhan lc: + Chnh sach tuyen dung hien nay chu yeu la tuyen theo nguon noi bo, do o trong thi gian ti viec tuyen dung tai Nguyen Kim nen thay oi va chuyen sang tuyen dung da tren tieu ch canh tranh bnh ang, cong khai tren c s nang lc

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Trang 77 chuyen mon, giam dan viec tuyen dung thong qua nguon noi bo. Cac thong tin tuyen dung nen c cong bo tren website cua Trung tam, tren bao, tap ch, trung tam gii thieu viec lam nham tm ung ngi, u nang lc e ap ng c nhu cau trong tnh hnh kinh doanh mi. + Trong nhng t ban hang cao iem nh vao mua ban hang (tap trung vao quy 1 va quy 4) hay cac chng trnh khuyen mai keo dai th bo phan nhan s hanh chanh nen chu ong ket hp vi cac trng n v tuyen them nhan vien lam viec ban thi gian e phuc vu cho viec ban hang, giao nhan ap ng c nhu cau th trng. + Ve hoach nh nguon nhan lc. Bo phan nhan s hanh chanh nen co ke hoach tuyen dung, ao tao, va huan luyen nguon nhan lc nham ap ng nhu cau phat trien kinh doanh cua Trung tam trong thi gian ti. * Giai phap cu the ve chien lc ao tao, huan luyen nhan vien hien nay c thc hien nh sau: Chien lc ao tao, huan luyen ben ngoai: Bo phan nhan s co ke hoach hp tac ben ngoai e buoc tat ca cac trng n v, bo phan tham gia khoa huan luyen ben ngoai (nh cac khoa huan luyen do PACE Trng Doanh nhan & Giam oc tai Nguyen Trai, Q1, TP.HCM to chc hien nay; hay cac Trung tam ao tao khac tuy vao nhu cau thiet yeu cua tng thi iem) chu yeu la cac khoa huan luyen ve quan ly nham cai thien ky nang quan ly oi vi cac trng n v. Tren c s c ao tao them chuyen mon e ap ng tnh hnh kinh doanh mi. Trng n v se la au tau e sau nay ao tao, huan luyen lai cho nhan vien cua chnh bo phan mnh. Chien lc ao tao tai cho: ay la chien lc quan trong hien hay oi vi Nguyen Kim, no c the hien nh sau:

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Trang 78 Ban giam oc cong ty nen giao viec ao tao tai cho cho phong nhan s hanh chanh ket hp vi cac trng n v bo phan ao tao cho nhng nhan vien cua mnh. Bo phan nhan s: am nhan huan luyen ve ky nang giao tiep, phuc vu khach hang, ky nang ban hang. Trng n v, bo phan: Huan luyen ve chuyen mon ky thuat. Ben canh o, Nguyen Kim nen phoi hp vi cac tap oan ien t (tap trung vao 8 oi tac chien lc ma Nguyen Kim a xay dng c nh JVC, Samsung, LG, Toshiba, Sony, Panasonic, Sanyo va Philips e ao tao chuyen sau ve mat ky thuat, nhng san pham mi ra nham phuc vu khach hang mot cach hieu qua nhat trong tnh hnh mi. + oi vi viec tuyen dung cac v tr quan trong th Nguyen Kim nen thong qua cac cong ty gii thieu viec lam co uy tn, hoac nhng cong ty san au ngi co uy tn tren th trng e chon c nhng ng vien tiem nang, ap ng c nhu cau phat trien cua Trung tam. Ve chnh sach thi ua khen thng, ai ngo: + Tiep tuc ap dung chnh sach khen thng oi vi bo phan ban hang trc tiep va nhng bo phan khac trong Trung tam nham ong vien, kch thch s nang ong lam viec oi vi tng bo phan. Hn na, Nguyen Kim can phai co che o thng nong oi vi tng bo phan khi at ch tieu ngoai mong i cua Ban Giam oc a xuong. Chang han nh khi tung chng trnh khuyen mai ra va chng trnh khuyen mai nay thanh cong ngoai mong i tc la chng trnh khuyen mai lam lng khach en Nguyen Kim va doanh so ban hang tang manh ngoai d oan cua Ban Giam oc. + Co chnh sach ai ngo tot (nh tang lng trc thi han, hoac thang cap ...) oi vi cac nhan vien gioi nham am bao lc lng lao ong on nh. ong thi

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Trang 79 thong qua ho, se kch thch ong vien tinh than lam viec oi vi cac nhan vien con lai trong toan Trung tam. Ve xay dng moi trng lam viec tai Nguyen Kim: Cac bo phan tai Nguyen Kim nhn chung co s phoi hp vi nhau. Do o, bo phan nhan s - hanh chanh can phai duy tr c moi trng lam viec than thien va hp tac e nang hieu qua lam viec ong thi phat huy c sc manh tap the trong Nguyen Kim. 5.2. Giai phap ve Marketing Giai phap Marketing tap trung chu yeu vao cac giai phap sau: 5.2.1. Giai phap san pham Van tiep tuc thc hien cam ket vi khach hang ve hang hoa tai Nguyen Kim la hang chnh hang. Hien nay san pham tai Nguyen Kim tuy phong phu va da dang (trng bay va ban hn 5000 chung loai). Tuy nhien, trong xu the phat trien mi th Nguyen Kim phai phat trien them mot so san pham mi chang han nh trang tr noi that, en trang tr, vat lieu xay dng . Nhng nganh hang mi nay co the thc hien c da tren nang lc cot loi cua Nguyen Kim nh ve thng hieu co uy tn, c ngi tieu dung biet, kha nang tai chnh kha manh, dch vu sau ban hang tot, va gia ca canh tranh . Tom lai, Nguyen Kim can tap trung vao nhng san pham co tnh chat sau: + Xu hng tieu dung cua ngi tieu dung ngay cang tang trong tng lai. + San pham co ty suat sinh li cao nhat. + San pham c ngi tieu dung u thch, cung nh tao c s khac biet trong nhan thc cua ngi tieu dung. + Nhng san pham phai tao c the manh phat trien trong tnh hnh mi cua Nguyen Kim so vi cac Trung tam ien may khac. * Trng bay hang hoa:

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Trang 80 Viec trng bay hang hoa hien nay rat chuyen nghiep, qua khao sat nhan thc cua khach hang tai cac trung tam ien may th ngi tieu dung hai long ve viec trng bay hang hoa ma Nguyen Kim a lam trong thi gian qua, vi thang iem la 5 th Nguyen Kim co iem trung bnh cao nhat vi 4,38, ke en la Thien Hoa: 3,89, Ch Ln: 3,83 va trung tam khac:3,38 (xem phu luc 12). Do o, trong thi gian ti th Nguyen Kim nen tiep tuc the hien la Trung tam hang au trong viec trng bay hang hoa. Hien nay, Nguyen Kim a hoan thanh viec xay dng mi toa nha mi sau sau thang dng va tai khai Trung Tam vao ngay 16/09/2006 va qua Theo Bao Ngi Lao ong ngay 15/09/2006 vi dien tch hn 5.000 m2, Trung Tam Mua Sam Sai Gon Nguyen Kim la trung tam mua sam chuyen nganh ln nhat Viet Nam hien nay. Do o, viec trng bay hang hoa chuyen nghiep khong ch lam cho khach hang thoa mai khi mua hang ma con tao cho khach hang the hien c phong cach rieng (cam nhan t ngi khac la s hanh dien) khi bc vao Nguyen Kim tham quan hoac mua sam. 5.2.2. Giai phap ve gia ca Chnh sach gia cua Nguyen Kim la thc hien gia tot nhat (gia chnh hang), va qua khao sat nhan thc cua khach hang th ho cho rang Nguyen Kim co mc gia tot nhat (xem phu luc 12). Do o oi vi bo phan kinh doanh nhap hang th khi am phan vi cac nha cung cap th phai co gang at c yeu cau cam ket tren cua Nguyen Kim oi vi khach hang. Muon at c gia tot nhat th ng nhien la phai cam ket ve so lng tng oi ln (hoac mua theo dang lo) oi vi nha cung cap. Hn na, bo phan kinh doanh nhap hang nen da vao thng hieu Nguyen Kim, kha nang tai chnh manh e am phan vi nha cung cap nham at c mc gia tot nhat. Khi Nguyen Kim at c mc gia tot nhat th Nguyen Kim se truyen nhng u ai ve gia t nha cung cap sang khach hang. ieu nay, lai cang chng to la

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Trang 81 Nguyen Kim van thc hien ung cam ket cua mnh. Do o, khach hang cang tin tng khi mua sam tai Nguyen Kim. 5.2.3. Giai phap ve phan phoi oi vi 2 kenh phan phoi hien nay o la kenh ban le trc tiep en tay ngi tieu dung, va kenh kinh doanh tong hp cho khach hang cong ty (khach hang la cong ty, nha trng, khach san). Qua so lieu bang 3.2 th tai Nguyen Kim kenh ban le trc tiep en tay ngi tieu dung bnh quan trong 3 nam t 2003-2005 chiem 92%/tong doanh so ban hang cua Nguyen Kim. Do o, trong thi gian ti Nguyen Kim can tap trung vao kenh ban le trc tiep e duy tr s phat trien nh hien nay. e tap trung vao kenh ban le trc tiep en tay ngi tieu dung, trong thi gian ti Nguyen Kim can phai cai thien va phat huy hn ve dch vu ban hang va sau ban hang nham ap ng nhu cau ngay cang cao cua khach hang. Qua o, Nguyen Kim se cung co c khach hang hien tai cung nh thu hut c lng khach hang mi t oi thu canh tranh. oi vi khach hang cong ty, Nguyen Kim can duy tr va phat trien hnh thc ky hp ong vi khach hang cong ty cung cap Phieu mua hang v hien tai trong TP.HCM, Tung Tam Mua Sam Sai Gon Nguyen Kim la Trung tam duy nhat co hnh thc nay. Ben canh o, Nguyen Kim cung can m rong viec ban hang qua mang. Hien nay Nguyen Kim a co kenh ban hang qua mang nhng so lng ban van cha c nh mong muon. Tuy nhien, ay se kenh ban hang pho bien trong tng lai khi ma xa hoi cang phat trien, thu nhap cua ngi dan c cai thien, va thi gian cua khach hang co gii han th viec chon phng thc mua hang qua mang la hieu qua va tien li v no ton t thi gian i lai cua khach hang. 5.2.4. Giai phap ve chieu th

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Trang 82 Ve chng trnh khuyen mai: Hien nay, Nguyen Kim i au trong viec tung ra nhng chng trnh khuyen mai trong cac ngay le ln, cac dp va s kien ln trong nam danh cho khach hang eu rat thanh cong. Do o e tang sc hap dan khi mua hang oi vi khach hang, Nguyen Kim nen duy tr nhng chng trnh khuyen mai nay va phai i trc oi thu canh tranh e duy tr, cung co khach hang hien tai va thu hut khach hang mi. Nguyen Kim, can tung ra cac chng trnh khuyen mai co yeu to bat ng vi thi gian khuyen mai ngan va i trc oi thu canh tranh. ieu nay, se giup cho Nguyen Kim tang doanh so ban hang va thu hut mot lng khach hang mi t oi thu canh tranh. Ve chien lc quang cao dai han: Ben canh nhng chien lc quang cao rong rai en moi tang lp dan c trong thi gian qua nham phuc vu cho nhng chng trnh khuyen mai ngan han. Nguyen Kim nen co chien lc quang cao dai han nham gi nh lai hnh anh Nguyen Kim trong nhan thc cua khach hang. Ve cham soc khach hang: Hien nay, Nguyen Kim a co tram cham soc khach hang lu ong, nham chu ong cham soc san pham cho khach hang. Tuy nhien, trong thi gian ti vi nhu cau khach hang ngay cang cao va a dang, Nguyen Kim nen lap ng day nong (ng day nay chuyen trc tiep en trng cac n v, bo phan) e giai quyet nhng trng hp ot xuat cua khach hang. Cac ca hang bo phan trong Nguyen Kim eu co lu tr thong tin ve khach hang. Da tren nhng thong tin ve khach hang, Nguyen Kim nen thiet lap chng trnh ac biet danh cho nhng khach hang than thiet vi nhng u ai bat ng. Ve tai tr: Nguyen Kim tiep tuc phoi hp vi cac tap oan ien t ac biet 8 tap oan ien t chien lc nh JVC, LG, Panasonic, Philips, Toshiba, Samsung, Sanyo, Sony e tiep tuc tai tr cho cac chng trnh. Chang han, chng trnh mua sam hang chnh hang hay tai tr cho cac mon the thao trong Sea Games nh bong a

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Trang 83 nam v ay la chng trnh c moi ngi quan tam va hieu qua mang lai t chng trnh rat cao. No c the hien qua lng khach hang en Nguyen Kim tham quan, mua sam tang va doanh so ban hang cung tang trong thi qua. Qua o, s nhan biet cua ngi tieu dung ve thng hieu Nguyen Kim ngay cang tang len trong tam tng cua khach hang. Ve thng hieu: Hien nay, qua khao sat nhan thc cua khach hang ve thng hieu, vi thang iem 5 th ngi tieu dung anh gia thng hieu Nguyen Kim la cao nhat so vi cac trung tam ien may tai TP.HCM (xem phu luc 12). Do o, can tan dung uy tn thng hieu Nguyen Kim e trien khai en tng bo phan trong Nguyen Kim co lien quan nh bo phan nhan s, bo phan phuc vu va cham soc khach hang (bao hanh, giao nhan), bo phan ban hang, bo phan ke toan e hieu ro va thc hien tot. Muc ch chnh cua xay dng thng hieu la e tang s nhan thc trong tam tng cua ngi tieu dung oi vi thng hieu Nguyen Kim, do o cac van e lien quan en xay dng thng hieu ma Nguyen Kim co the manh nh thai o phuc vu cua nhan vien, hang hoa phong phu, a dang, trng bay hang hoa, chng trnh khuyen mai, dch vu sau ban hang a c phan tch tren can phai c phoi hp e thng hieu Nguyen Kim van tiep tuc tr thanh thng hieu ang tin cay khi khach hang co nhu cau tham quan, mua sam hang hoa. 5.3. Giai phap ve nghien cu va phat trien - Thanh lap phong nghien cu va phat trien. - Nhiem vu cua phong nghien cu va phat trien: a ra nhng nh hng chien lc phat trien cho Trung tam. Qua phan tch tren, ta thay Trung Tam Mua Sam Sai Gon Nguyen Kim cha co c mot s au t ung mc va dai han cho nguon nhan lc cua mnh. Hien Nguyen Kim ch co the a nhng nhan vien quan ly ao tao ngan han tai cac Trung tam chuyen ao tao quan ly. Ben canh o, viec bien ong

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Trang 84 nhan s cap cao cung anh hng khong tot en mo hnh phat trien cua Nguyen Kim. Do o, cac ke hoach, chnh sach cua phong nghien cu va phat trien khi a ra phai han che c nhng ieu tren va giup Nguyen Kim cung co va phat trien c trong tnh hnh kinh doanh ay bien ong nh hien nay. - Co chnh sach thng ac biet oi vi bo phan nghien cu va phat trien nham kch thch ong c lam viec cua ho. Neu nhng chng trnh nghien cu cua ho a ra co y ngha thc tien cao th no se giup tao ra li the canh tranh cho Nguyen Kim trong tng lai hoac giup Nguyen Kim khac phuc c nhng rui ro t moi trng canh tranh quyet liet nh hien nay.

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Trang 85 KIEN NGH * Kien ngh oi vi nha nc: - Tiep tuc duy tr va cai thien moi trng kinh doanh e tao thuan li cho cac doanh nghiep trong viec m rong hoat ong kinh doanh. - Hoan thien he thong phap luat ve thng mai. e ngh nha nc tiep tuc sa oi bo sung cac chnh sach, thu tuc, tao ieu kien thuan li va co nhng hng dan cu the e giup doanh nghiep thc hien mot cach ung an. Qua o, giup doanh nghiep yen tam tap trung vao cong viec kinh doanh va m rong hoat ong kinh doanh. - Nha nc nen co nhng bien phap hu hieu trong viec phong chong oi vi cac doanh nghiep canh tranh khong lanh manh ve gia va gian lan thng mai nh hang nhai, hang gia lam anh hng khong tot en cac doanh nghiep khac kinh doanh ung theo quy nh cua phap luat. - Nha nc nen co s phoi hp ho tr ao tao cho cac trung tam ao tao nghe, cac trng ai hoc oi vi nganh kim kh ien may, nham tao lc lng lao ong co tay nghe cao, cac nha quan ly chuyen nganh e ap ng nhu cau thc te ngay cang gia tang. * Kien ngh oi vi nganh - ay nhanh viec thanh lap hiep hoi cac doanh nghiep trong nganh kim kh ien may. Tren c s o, hiep hoi can co nhng chien lc cu the e ho tr va giup cac doanh nghiep trong nganh. Muc ch cua viec thanh lap nay la nham giup doanh nghiep co the ton tai va phat trien trc cac tap oan ban le a quoc gia ang chuan b vao Viet Nam sau khi Viet Nam gia nhap WTO. - To chc trien lam san pham oi vi nganh hang kim kh ien may e tao c hoi cho cac doanh nghiep trao oi kinh nghiem va mua ban hang hoa. - To chc cac buoi hoi thao vi chuyen e nh hoi thao s dung hang chnh hang nham giup ngi tieu dung co c thong tin va hng dan s dung hang chnh hang. Qua o, giup ngi tieu dung phan biet c hang that hang nhai ong thi giup ho chon ung san pham chat lng cao.

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Trang 86

KET LUAN Trong moi trng kinh doanh ay bien ong va ngay cang tr nen gay gat nh hien nay th cho du Trung tam/sieu th ien may nao ang nam trong nhom dan au nh Nguyen Kim hien nay cung khong the nao da mai vao nhng u the cua mnh nh v the cua ngi dan au, thng hieu manh . Do o, e gi vng th phan cua mnh Nguyen Kim can phat huy nhng nang lc cot loi cua mnh nh thng hieu, chng trnh khuyen mai, hang hoa phong phu a dang, trng bay hang hoa, thai o phuc vu cua nhan vien, dch vu sau ban hang, gia ca, ng dung he thong vi tnh vao quan ly va tnh hnh tai chnh mot cach sang tao. T phan tch tren, ta thay Trung tam mua sam sai gon Nguyen Kim nen ket hp 2 chien lc chu ao o la: Chien lc phat trien th trng. Chien lc khac biet hoa. Vi cac chien lc kinh doanh e ra cho Nguyen Kim, tac gia hy vong cac chien lc nay se co ch cho s phat trien cua Nguyen Kim, ong thi cung co c v the dan au cua Nguyen Kim cung nh tang kha nang canh tranh trong moi trng kinh doanh ay bien ong nh hien nay. Do han che ve trnh o, thi gian, va nguon thong tin nen luan van nay khong tranh khoi nhng thieu sot nhat nh. Ve phan trien khai thc hien cac giai phap ngi viet cha thc hien c. Do o, rat mong nhan c nhng gop y chan tnh cua cac Thay, cac Co e lan nghien cu sau hoan thien hn.

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Trang 87 Phu luc 1: S O TO CHC TRUNG TAM MUA SAM SAI GON NGUYEN KIM
CHU TCH HTV TONG GIAM VAN PHONG KHOI KINH KHOI BAN HANG
CH IEN CH IEN CH GIA CH KY THUAT CH TD CH VI TNH PHONG KD

BAN KIEM KHOI MARKETI KHOI TAI CHANH KHOI CONG

KHOI PHUC VU KHACH

KHO VAN BAO HANH TONG VU

TO CH NHAN

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Trang 88 Phu luc 2: HOI THAO S DUNG HANG CHNH HANG

Hay la ngi tieu dung khon ngoan Nhng nam gan ay, viec xuat hien ngay cang nhieu cac mat hang ien t, ien lanh, ien gia dung a giup ngi tieu dung de dang la chon nhng san pham tien ch. TG TTMSSG Tuy nhien, ben canh cac san pham chnh hang c ban ang tham luan tai ung gia, ung hang, tuan thu che o bao hanh nghiem ngat, th hoi thao trng ang xuat hien rat nhieu hang gia, hang kem chat lng.

e ho tr ngi tieu dung mua ung hang, ung gia Bao Ngi Lao ong phoi hp vi Trung Tam Mua Sam Sai Gon Nguyen Kim to chc chuyen trang T van tieu dung mua sam hang chnh hang. Sang 21 10, tai khach san Sofitel TP.HCM, Bao Ngi Lao ong cung Trung Tam Mua Sam Sai Gon Nguyen Kim a gii thieu chng trnh ho tr khach hang mua sam hang chnh hang bang hoi thao mang ten Chng trnh ho tr thong tin va hng dan tieu dung hang chnh hang. ai dien Van phong khieu nai ngi tieu dung pha Nam, S Thng mai TP.HCM, Chi cuc Quan ly th trng TP.HCM, 8 tap oan ien t ln tai Viet Nam nh Sanyo, Panasonic, LG, Toshiba, Samsung, Sony, Philips, JVC cung phong vien mot so bao ai a tham d hoi thao. Hang ien t b gia nhieu nhat Tham luan cua ong Nguyen Nam Vinh, Chu nhiem Van phong khieu nai cua ngi tieu dung pha Nam, a gay chu y tai hoi thao bi con so thong ke cac vu khieu nai hang nam lien quan en mat hang ien may ngay cang co nhieu hng gia tang: t 27% trong tong so cac vu khieu nai trong nam 1988 len en 36% nam 2001. Nam 2002, con so nay a len en 40%; nam 2003 la 52,5%. Sau thang au nam 2004 la 29%. Cac mat hang b khieu nai nhieu nhat la may vi tnh, tivi, may lanh, tu lanh,

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Trang 89 au a . Noi dung khieu nai chu yeu la nghi ng nguon goc xuat x cua cac nhan hieu, san pham a bao hanh roi van khong s dung c, cac linh kien theo may khong phai hang chnh hang Bang kinh nghiem cua ngi cong tac lau nam trong lanh vc giai quyet cac khieu nai cua ngi tieu dung, ong Vinh khong khoi ban khoan trc van nan hang gia, hang nhai tran ngap th trng va ngay cang tinh vi en o ngay chnh nha san xuat cung rat kho khan khi xac nh hang that hay gia. Nha san xuat va nha quan ly cha gap nhau Ong Nguyen Van Ri, oi trng oi chuyen chong hang gia thuoc Chi cuc Quan ly th trng TP.HCM, cho rang bon lam hang gia, hang nhai hien rat tinh vi, co the len hang bang cach mua vo may, linh kien troi noi tren th trng e lap rap thanh may hoan chnh va c dan bat c nhan hieu nao neu cac iem ban hang yeu cau. Hang gia, hang nhai con c nhap t nc ngoai ve bang nhieu con ng gay rat nhieu kho khan cho c quan chc nang khi kiem tra xac nh hang hoa. Cong nghe san xuat hang gia hien nay a at en trnh o cao, en noi chnh nhan vien cua hang en xac nhan cung khong tai nao phan biet c au la hang that, gia neu ch quan sat be ngoai. Cac hang cung cha man ma phoi hp vi c quan chc nang trong cong tac phong chong hang gia. Theo nhan nh cua mot so hang ien t th cong tac phong chong hang va qua khong mang lai ket qua oi vi nha san xuat. Giam oc kinh doanh cua hang LG cho rang: Trc ay cong ty thng xuyen quang cao e ngi tieu dung phan biet c hang that gia, sau o nhieu ngi khuyen la khong nen lam nh vay se khong co li?. ai dien hang Philips cung cho biet trc ay co a mot so vu san xuat, kinh doanh hang gia cua hang ra toa x ly, nhng hieu qua khong cao cho nen sau o cung phai buong luon. oi pho bang cach nao?

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Trang 90 Theo Thac s Nguyen Quoc Hung, ai hoc Kinh Te TP.HCM, khi phong van ngau nhien 120 ngi tieu dung u moi thanh phan, la tuoi ve viec co nen s dung hang chnh hang hay khong?, ong a nhan c cau tra li chung nhat: Ho se s dung hang chnh hang! Ly do cua s chon la nay c giai thch vi nhng li ch thiet thc sau: Se mua hang co chat lng on nh; khong b trao phu tung; biet ro nguon goc hang hoa; mau ma sac sao, hp thi trang; gia ca phu hp vi gia tr mon hang; c t van, hng dan chu ao; c hng bao tr, hau mai tot; t tin, hanh dien v s dung hang hieu; c tham gia khuyen mai, trung thng; co a ch ro rang e khieu nai, khieu kien khi can thiet; khi can ban lai van c gia; hieu qua, tiet kiem c thi gian chi ph v khong phai tha kien, oi hang . Ong Nguyen Nam Vinh cung khuyen ngi tieu dung hay la ngi tieu dung thong minh, phai biet t bao ve bang cach ng ham re, hay mua hang nhng ni co a ch, chng t ro rang. Khi phat hien khong ung chat lng va ieu kien cam ket, hay trc tiep lien he vi ni san xuat hoac qua s giup cua cac c quan quan ly th trng, canh sat kinh te hoac to chc tieu dung . Chuyen trang T van tieu dung mua sam hang chnh hang do Bao Ngi Lao ong ket hp vi mot so nha san xuat, trc het la cac hang san xuat nhom mat hang ien t, ien lanh, ien gia dung, thong qua Trung Tam Mua Sam Sai Gon Nguyen Kim cung cap nhng thong tin co noi dung t van en ban oc. Chuyen trang ang tren Cam nang i song Bao Ngi Lao ong phat hanh vao th sau hang tuan nham ho tr ngi tieu dung, ban oc nam ro thong tin ve san pham, chat lng, gia ca, xuat x, khuyen mai . 03/01/2006 Nguon: trang web Nguyen Kim

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Trang 91 Phu luc 3: SIEU TH IEN MAY HUT HANG Ngi tieu dung cam thay yen tam hn khi mua hang tai cac sieu th ien may. Theo thong ke cha ay u, hien nay TP.HCM co tren 80 trung tam, sieu th (goi chung la sieu th) ien may. Khong ch bung no ve so lng, chat lng dch vu cua cac sieu th ien may cung c nang cap ro ret trong thi gian gan ay. Neu nh trc nam 1999. tren th trng hang ien t, ien lanh, ien c, may vi tnh, cong nghe thong tin, ky thuat so (goi chung la hang ien may) xuat hien rat nhieu ca hang, ai ly quy mo nho phuc vu ngi tieu dung th nay, cac ca hang ai ly nay ngay cang vang bong do khong con at dung vo. Ngi tieu dung thanh pho hom nay khi co nhu cau mua cac mat hang nay thng ch tm en cac sieu th ien may ln ma thoi. V sao vay? Anh Pham Van Dung quan 10 TP.HCM cho biet: Anh thch mua hang tai cac sieu th ien may v ni nay co dien tch rong, trng bay hang hoa phong phu, a dang nen de la chon. Th hai la gia ca cac mat hang sieu th ien may thng re hn cac ca hang, ai ly nho (v ho mua tan goc, ban tan ngon) va nguyen nhan th 3 la khi mua hang tai cac sieu th ien may, ngi tieu dung cam thay thoai mai, an tam, v ay t co hang nhai, hang gia. Mot van e mau chot na la nen kinh te trong xu the hoi nhap nen hang ngoai nhap ngay cang nhieu. The nhng cac nha san xuat hang ngoai nhap lai qua xa, kho co the thc hien c che o bao hanh, hau mai mot cach chu ao nh hang san xuat trong nc, ieu nay khien cho nhieu ngi tieu dung e ngai khi mua hang ngoai nhap. Nam bat tam ly nay, hau het cac sieu th ien may eu am nhan luon che o bao hanh, hau mai cho nhng mat hang mnh ban ra.

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Trang 92 Ve pha nha san xuat, theo ong Nguyen Van ao, Pho Tong giam oc Cong ty ien t Samsung Vina, nh cung cach ban hang chuyen nghiep va toc o tieu thu hang nhanh hn, nhieu hn, giao nhan hang va thanh toan tot hn so vi cac ca hang nho le nen hau het cac trung tam, sieu th ien may luon danh c nhieu u ai cua cac nha san xuat, cung ng. Nhng u ai o la cho thanh toan goi au, hng chiet khau cao hn, ay cung la ly do v sao ma gia cac mat hang ien may tai cac sieu thng mem hn so vi th trng ben ngoai. Nh nhng li the mang tnh chuyen nghiep neu tren, cac trung tam, sieu th ien may ang ngay cang thu hut ngi tieu dung nhieu hn. 31/12/2005 Nguon: trang web Nguyen Kim Phu luc 4: TH BAY TO LI KHEN CUA KHACH HANG T: viethoa_nhabe@yahoo.com en: weadmin@nguyenkim.com TH BAY TO LI KHEN Knh gi: Ban lanh ao Sieu th Nguyen Kim Toi ten la Bui Viet Hoa, la khach hang cua sieu th Nguyen Kim. Hom nay, dau rang rat ban nhng toi t thay can thay viet t dong th bay to li khen en Ban lanh ao Sieu th Nguyen Kim va toi cung hieu rat ro rang: vi Sieu th Nguyen Kim cua cac v, them mot li khen khong quan trong g bi xa nay, li khen vi mot trung tam mua sam noi tieng nh Nguyen Kim a qua nhieu. Tha cac anh, Cach ay khoang 1 thang, toi co ghe Sieu th (Phong Kinh doanh) mua cho c quan 01 may anh NiKon 5900. Mot s mua ban n thuan khong co g ang noi neu nh khong co chut s co. S co o la: sau 1 ngay nhan hang, chiec may anh toi giao

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Trang 93 cho 1 anh ban chup vai tiet muc the thao va b loi ni lens cua ong room. S co lam cho toi e ngai thc s. Bi v: ay la hang ien t va may anh KTS la mat hang rat kho tnh. Toi cang e ngai v ca cuoc i, a mua, a dung biet bao nhieu mat hang va nhat la may anh Ky thuat so th tng b ieu ng v vai dong may trong chuyen Mua s dung bao hanh trong cai th trng hon on cua may anh Viet Nam. Toi e ngai v khong t mon hang toi mua tng c giao keo t bang mieng en bang giay viet tay, giay in san la: bao hanh nay no nhng en khi mang ti, toi b tra van, b xem xet, b bat loi cho en khi nan ch hoac phat khung len roi chap nhan t bao hanh cho gon chuyen. en chiec NiKon 5900 mua sieu th cac anh, toi run la le o. Van biet rang hang ien t trong thi tiet nong am, va cham van chuyen vv th ty le truc trac la khong tranh khoi. The nhng la mot ngi co tuoi, can s dien, toi ngai nhng oi co va va cham. Va, the la e thu lai, toi a poto toan bo nhng phieu bao hanh, ghi ky ngay thang, chup lai cac chi tiet can thiet e sau nay mong co the chng minh cho cai s hon nhien cua mnh. Vang! Toi s nhng cau noi rang: loi nay tai bac! Hang mua nguyen ven ma do bac bat can no ra the va van van cung van van Cam chiec may anh loi room tren tay, toi gap lai anh Thuan ngi a lam thu tuc ban hang cho toi. Luc nay, du van xac nh la vai trieu ong gia tr khong phai la ang ke nhng toi thc s lo lang chuan b on nhan mot thai o va trong long toi a gong len t nhu rang: phai san sang chu s ton thng nh a tng chu ng. Nhng ma khong! Anh Thuan cam chiec may anh tren tay, li au tien anh noi vi toi la: con xin li chu! Tha cac anh lanh ao! o la mot li noi ma toi khong ch i va khong bao gi hnh dung rang mnh lai c nghe nhan trong hoan canh nh the nay.

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Trang 94 ong tac tiep sau, anh mang chiec may o sang bao hanh, trao oi va c oi lai chiec may khac v thi han cho phep trong vong 5 ngay. S viec cang khong co g ang khen na neu trong kho cua sieu th con loai may anh nay. Rat tiec: chiec toi mua la chiec cuoi cung trong kho (khong ke mot chiec khac dung trng bay va cho khach chup th a hi cu). That mat bung khi anh Thuan cho toi 2 lc chon: co the oi sang chiec may anh khac hoac lay tien lai hoac i bao hanh chiec NiKon 5900. Phan toi, vi li xin loi tren kia, toi phai chon phng an bao hanh dau rang ket qua no co nh the nao. Chiec may anh toi a mua no. o khong ch la s la chon ban au, la y ch ma toi con muon i en tan cung cua s viec. Noi cach khac, toi muon kham pha, muon tm hieu va ay chnh la ap so cho cau tra li cua li noi va viec lam. Sau khi nhan bao hanh, anh Thuan lam giay cho toi mn tam 2 ngay chiec may anh tren quay (v toi ang chup d t hoi thao Khoe cua c quan) va dan rang sau 2 ngay, anh phai tra lai may o cho quay va anh Thuan se mang cho toi chiec may anh rieng anh neu toi can chup trong thi gian chiec NiKon 5900 i bao hanh. Ben canh anh Thuan con mot anh ban kha ep trai cung anh tan tnh hng dan va lam phieu, giao nhan cho toi. Sau gan 1 thang, vao buoi toi th 6, t tram bao hanh, mot nhan vien goi ien cho toi bao rang chiec may a xong. Khi toi tr lai Phong kinh doanh th sau vai phut, chiec may anh c giao lai. Anh ban con ch toi chiec tem bao hanh cua nha phan phoi chnh hang+giay bao hanh Nikon. Tha cac anh, Sau toan bo nhng s viec, toi thc s ngac nhien ve s tan tuy, thai o chan tnh v khach hang cua nhan vien Sieu th. Cang vui hn v trong suot qua trnh mua

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Trang 95 va giao dch vi cac anh, toi an mac nh mot ga cau tha hai lua; nhng khong v the ma cac anh ay thieu tran trong toi. Hom nay, toi thay can thiet phai viet vai dong th cam n cac anh Ban lanh ao Nguyen Kim. Cam n cac anh v ch co quan iem, y ch muc tieu kinh doanh va phuc vu cua cac anh mi co the ao tao ra nhng nhan vien biet lam va long nhng khach hang dau kho tnh. Thu that, luc nay, ngoi nhn may manh giay ma toi thu poto lai nham chng minh vi cac anh s vo tnh cua mnh trong chiec may anh kia ma thay hi mac c. Mac c v mnh a lac hau, xau ho v a ngh khong ung ve ngi ban hang (nhng cung thong cam cho v a tng gap vai lan phien toai). Mot lan na, toi cam n cac anh. i ep them nhieu v ca nhng ieu cac anh ang lam. Cho toi gi li cam n anh Thuan va cac ban anh. Knh chao cac anh va chuc cac anh nhieu sc khoe. Viet Hoa 5/9/2006. Nguon: Tac gia trch t thong tin noi bo Nguyen Kim.

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Trang 96 Phu luc 5: CHNH SACH CHAT LNG TAI NGUYEN KIM

CHNH SACH CHAT LNG Ban Giam oc Trung Tam Mua Sam Sai Gon cam ket cung cap dch vu ban hang tot nhat vi phng cham: Tat ca v khach hang, tat ca cho khach hang. e thc hien phng cham nay, toan the can bo, nhan vien Trung tam luon ghi nh, thau hieu va thc hien nhng ieu di ay: 1. Khong ngng nghien cu, tm hieu nhu cau va mong i cua khach hang nham cung cap giai phap mua hang hp ly nhat. 2. Thng xuyen thu thap va phan tch cac thong tin th trng e a ra nhng quyet nh ban hang co li nhat cho khach hang. 3. Luon duy tr moi trng lam viec oan ket, hp tac; khuyen khch s nang ong, sang tao cua tng ca nhan; gan ket trach nhiem va quyen li cua moi thanh vien vi quyen li cua Trung tam. 4. Quyet tam thiet lap, thc hien, duy tr va cai tien lien tuc he thong quan ly chat lng theo tieu chuan quoc te ISO 9001:2000. TAT CA V KHACH HANG, TAT CA CHO KHACH HANG Chung toi luon tam niem va tin tng tuyet oi vao phng cham nay.

TP.HCM, ngay 12 thang 01 nam 2002 Tong Giam oc (a ky)

Nguyen Van Kim

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Trang 97 Phu luc 6: BANG CAU HOI

Xin chao Anh/Ch, toi la hoc vien cao hoc, Khoa Quan tr kinh doanh cua Trng ai hoc Kinh Te thanh pho Ho Ch Minh. Hien nay, toi ang khao sat vi e tai Mot so van e lien quan en viec mua sam tai cac Trung tam ien may trong TP.HCM. Do o, rat mong Anh/Ch danh t thi gian tra li mot so cau hoi sau ay: A. Anh/Ch vui long cho biet a tng tham quan, mua sam tai Trung tam ien may nao sau ay: Nguyen Kim Gia Thanh Thien Hoa Khac: Ch Ln

Lu y: Anh/Ch co the tra li t hai hoac nhieu Trung tam ien may tren. B. Anh/ch vui long anh dau cheo (x) vao o the hien chnh xac nhat thc trang tai cac Trung tam ien may ma Anh/Ch a tham quan, mua sam ng vi cac thang iem sau ay: 1 2 3 t ong y 4 ong y 5 Hoan toan ong y

Hoan toan khong ong y Khong ong y

TRUNG TAM IEN MAY Tieu ch anh gia Nhan vien tiep on niem n. Cung cap thong tin ay u ve san pham. T van ve viec chon la san pham ro rang. Hang hoa phong phu, a dang chung loai. Hang hoa a dang ve mau ma mi. Hang hoa co xuat x ro rang. NGUYEN KIM 1 2 3 4 5

THIEN HOA 1 2 3 4 5

KHAC: CH LN 1 2 3 4 5 1 2 3 4 5

1 2 3 4 5 6

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Trang 98
7 8 Hang hoa co bao b, mau ma con nguyen ven. Hang hoa trng bay de nhn thay chung loai hang hoa. Hang hoa trng bay ep mat. TRUNG TAM IEN MAY Tieu ch anh gia Hang hoa trng bay de dang tm kiem. Trng bay hang hoa de la chon. Hang hoa trng bay de cam nam. Mc gia ca hp ly. Co niem yet gia. Ban theo ung gia niem yet. Co nhieu chng trnh khuyen mai. Chng trnh khuyen mai hap dan. Thc hien ung cac cam ket trong chng trnh khuyen mai. Thng hieu uy tn. Thng hieu Anh/Ch chon khi co nhu cau mua sam hang kim kh ien may. Thng hieu c Anh/Ch tin tng. Thng hieu mang en cho Anh/Ch s an tam khi quyet nh mua sam hang kim kh ien may. Thi gian thanh toan ngan. Thanh toan tien hang chnh xac. NGUYEN KIM 1 2 3 4 5 THIEN HOA 1 2 3 4 5 KHAC: CH LN 1 2 3 4 5 1 2 3 4 5

10 11 12 13 14 15 16 17 18

19 20

21 22

23 24

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Trang 99
25 26 27 28 Thoai mai trong viec thanh toan. Co che o mien ph lap at va van chuyen. Anh/Ch hai long ve dch vu giao hang tan nha. Anh/Ch c s dung th va oi hang trong thi gian quy nh. NGUYEN KIM 1 2 3 4 5 THIEN HOA 1 2 3 4 5 KHAC: CH LN 1 2 3 4 5 1 2 3 4 5

TRUNG TAM IEN MAY Tieu ch anh gia Thc hien ung cam ket ve che o bao hanh hang hoa. Nhanh chong giai quyet van e khi Anh/Ch co khieu nai ve san pham. V tr mua sam thuan tien. Anh/Ch a tng mua sam tai cac trung tam ien may. Neu co nhu cau mua sam hang kim kh ien may th Anh/Ch thng mua sam trung tam ien may nao. Trong tng lai, neu Anh/Ch co nhu cau mua sam hang kim kh ien may th Anh/Ch mua sam trung tam ien may nao. Anh/Ch co y nh gii thieu cho ngi than, ban be khi mua sam hang kim kh ien may.

29 30

31 32 33

34

35

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Trang 100 PHAN THONG TIN CA NHAN - Ho va ten: .................................................... -Tuoi: .................... - Gii tnh: ......................................................................... - Nghe nghiep: ................................................ C. Xin vui long cho biet mc thu nhap bnh quan hang thang cua Anh/Ch? Di 2.000.000 ong. ong T 4.000.000 en di 6.000.000 ong 8.000.000 ong Tren 8.000.000 ong. Xin chan thanh cam n Anh/Ch. T 6.000.000 en di T 2.000.000 en di 4.000.000 N Nam

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Trang 101 Phu luc 7: CAC TIEU CH KHACH HANG THNG QUAN TAM LIEN QUAN EN VIEC MUA SAM TAI CAC TRUNG TAM IEN MAY I. Thai o phuc vu nhan vien 1. Nhan vien tiep on niem n. 2. Cung cap thong tin ay u ve san pham. 3. T van ve viec chon la san pham ro rang. II. Hang hoa 4. Hang hoa phong phu, a dang chung loai. 5. Hang hoa a dang ve mau ma mi. III. Chat lng hang hoa 6. Hang hoa co xuat x ro rang. 7. Hang hoa co bao b, mau ma con nguyen ven. IV. Trng bay hang hoa 8. Hang hoa trng bay de nhn thay chung loai hang hoa. 9. Hang hoa trng bay ep mat. 10. Hang hoa trng bay de dang tm kiem. 11. Hang hoa trng bay de la chon san pham. 12. Hang hoa trng de cam nam. V. Gia ca 13. Mc gia ca hp ly. 14. Co niem yet gia. 15. Ban theo ung gia niem yet. VI. Chng trnh khuyen mai 16. Co nhieu chng trnh khuyen mai. 17. Chng trnh khuyen mai hap dan 18. Thc hien ung cac cam ket trong chng trnh khuyen mai. VII. Thng hieu 19. Thng hieu co uy tn. 20. Khi co nhu cau mua sam hang kim kh ien may Anh/Ch chon thng hieu nao. 21. Thng hieu c Anh/Ch tin tng.

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Trang 102 22. Thng hieu mang en cho Anh/Ch s an tam khi quyet nh mua sam hang kim kh ien may. VIII. Thanh toan 23. Thi gian thanh toan ngan. 24. Thanh toan tien hang chnh xac. 25. Thoai mai trong viec thanh toan. IX. Dch vu sau ban hang 26. Co che o mien ph lap at va van chuyen. 27. Anh/Ch hai long ve dch vu giao hang tan nha. 28. c s dung th va oi hang trong thi gian quy nh. 29. Thc hien ung cam ket ve che o bao hanh hang hoa. 30. Nhanh chong giai quyet van e khi Anh/Ch co khieu nai ve san pham. X. V tr 31. V tr mua sam thuan tien. XI. Mc o long trung thanh 32. Anh/Ch a tng mua sam tai cac trung tam ien may. 33. Neu co nhu cau mua sam hang kim kh ien may th Anh/Ch thng mua sam trung tam ien may nao. 34. Trong tng lai, neu Anh/Ch co nhu cau mua sam hang kim kh ien may th Anh/Ch mua sam trung tam ien may nao. 35. Anh/Ch co y nh gii thieu cho ngi than, ban be khi mua sam hang kim kh ien may. Phu luc 8. MO TA MAU THEO O TUOI o tuoi 18-25 26-35 36-45 46-55 Tong cong Tan suat 7 44 19 32 102 Phan tram (%) Phan tram tch luy (%) 6.9 6.9 43.1 50.0 18.6 68.6 31.4 100.0 100.0

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Trang 103 Phu luc 9: KET QUA PHAN TCH MA TRAN NHAN TO SAU KHI XOAY Rotated Matrix Component Component 3 4 5 0.051 0.219 0.020 0.481 0.218 0.062 0.031 0.003 0.103 0.382 0.454 0.346 0.671 0.616 0.695 0.586 0.167 0.064 0.000 0.174 0.283

1 Nhan vien tiep on niem n (td1) Cung cap thong tin ay u ve san pham (td2) T van ve viec chon la san pham ro rang (td3) Hang hoa phong phu, a dang chung loai (hh1) Hang hoa a dang ve mau ma mi (hh2) Hang hoa co xuat x ro rang (hh3) Hang hoa co bao b, mau ma con nguyen ven (hh4) Hang hoa trng bay de nhn thay chung loai hang hoa (tbhh1) Hang hoa trng bay ep mat (tbhh2) Hang hoa trng bay de dang tm kiem (tbhh3) Trng bay hang hoa de la chon (tbhh4) Hang hoa trng bay de cam nam (tbhh5) Mc gia ca hp ly (giaca1) Co niem yet gia (giaca2) Ban theo ung gia niem yet (giaca3) 0.012 0.266 0.141 0.340 0.325 0.314 0.196

2 0.342 0.232 0.421 0.443 0.539 0.110 0.139

0.194 0.692 0.013 0.506 0.038 0.634 0.186 0.003 0.228 0.077 0.014 0.061 0.027 0.108

0.248 0.342 0.157 0.216 0.057 0.553 0.483 0.433

0.783 0.770 0.843 0.850 0.224 0.157 0.064 0.105

0.090 0.117 0.098 0.120 0.711 0.062 0.693 0.692

0.158 0.156 0.142 0.124 0.112 0.191 0.338 0.216

0.092 0.060 0.168 0.160 0.034 0.125 0.049 0.090

0.107 0.094 0.104 0.205 0.142 0.192 0.152 0.135 0.320 0.212 0.010 0.061 0.086 0.110 0.127 0.042

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Trang 104 Co nhieu chng trnh 0.856 0.185 khuyen mai (ctkm1) Chng trnh khuyen 0.692 0.328 mai hap dan (ctkm2) Thc hien ung cac cam ket trong chng trnh 0.342 0.362 khuyen mai (ctkm3) Thng hieu uy tn (th1) 0.585 0.330 Thng hieu Anh/Ch chon khi co nhu cau mua 0.678 0.296 sam hang kim kh ien may (th2) Thng hieu c 0.636 0.252 Anh/Ch tin tng (th3) Thng hieu mang en cho Anh/Ch s an tam khi quyet nh mua sam 0.702 0.263 hang kim kh ien may (th4) Thi gian thanh toan 0.101 0.185 ngan (tt1) Thanh toan tien hang -0.149 chnh xac (tt2) 0.118 Thoai mai trong viec 0.118 0.260 thanh toan (tt3) Co che o mien ph lap at va van chuyen 0.100 0.083 (dvsbh1) Anh/Ch hai long ve dch vu giao hang tan 0.111 0.208 nha (dvsbh2) Anh/Ch c s dung th va oi hang trong 0.460 0.179 thi gian quy nh (dvsbh3) Thc hien ung cam ket ve che o bao hanh 0.365 0.158 hang hoa (dvsbh4) 0.105 0.073 0.399 0.370 0.289 0.008 0.050 0.292 0.390 0.284 0.024 0.333 0.350 0.145 0.075 0.167 0.110 0.153 0.025 0.096 0.180 0.250 0.024 0.325 0.162

0.341

0.332

0.092

0.324 0.187

0.289

0.285

0.095

0.335 0.205

0.237 0.433 0.042 0.639

0.154 0.203 0.017 0.066

0.159 0.536 0.201 0.403

0.658 0.360 0.377 0.078 0.708 0.040 0.149 0.021

0.115

0.036

0.745

0.039 0.277

0.261

0.167

0.390

0.487 0.039

0.216

0.334

0.555

0.373

0.002

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Trang 105 Nhanh chong giai quyet van e khi Anh/Ch co 0.100 0.811 0.189 0.252 0.182 0.014 0.013 khieu nai ve san pham (dvsbh5) V tr mua sam thuan 0.098 0.129 0.126 0.082 0.683 0.410 0.024 tien (vitri) Anh/Ch a tng mua 0.392 0.510 0.242 sam tai cac trung tam 0.327 0.037 0.086 0.169 ien may (mdtt1) Neu co nhu cau mua sam hang kim kh ien may th Anh/Ch thng 0.636 0.195 0.302 0.372 0.164 0.267 0.336 mua sam trung tam ien may nao (mdtt2) Trong tng lai, neu Anh/Ch co nhu cau mua sam hang kim kh ien 0.614 0.271 0.313 0.351 0.205 0.279 0.291 may th Anh/Ch mua sam trung tam ien may nao (mdtt3) Anh/Ch co y nh gii thieu cho ngi than, ban be khi mua sam 0.637 0.212 0.183 0.384 0.163 0.395 0.241 hang kim kh ien may (mdtt4) Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 11. iterations.

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Trang 106 Phu luc 10: 9 NHOM TIEU CH C AT TEN MI T PHAN TCH MA TRAN NHAN TO SAU KHI XOAY I. Thai o phuc vu 1. Nhan vien tiep on niem n (td1). 2. Cung cap thong tin ay u ve san pham (td2). 3. T van ve viec chon la san pham ro rang (td3). II. Hang hoa 4. Hang hoa phong phu, a dang chung loai (hh1). 5. Hang hoa co xuat x ro rang (hh3). 6. Hang hoa co bao b, mau ma con nguyen ven (hh4). III. Trng bay hang hoa 7. Hang hoa trng bay de nhn thay chung loai hang hoa (tbhh1). 8. Hang hoa trng bay ep mat (tbhh2). 9. Hang hoa trng bay de dang tm kiem (tbhh3). 10. Hang hoa trng bay de la chon san pham (tbhh4). IV. Thanh toan 11. Thi gian thanh toan ngan (tt1). 12. Thoai mai trong viec thanh toan (tt3). V. Dch vu sau ban hang 13. Anh/Ch hai long ve dch vu giao hang tan nha (dvsbh2). 14. Thc hien ung cam ket ve che o bao hanh hang hoa (dvsbh4). 15. Nhanh chong giai quyet van e khi Anh/Ch co khieu nai ve san pham (dvsbh5). VI. Gia ca 16. Co niem yet gia (giaca2). 17. Ban theo ung gia niem yet (giaca3).

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Trang 107 VII. Chng trnh khuyen mai 18. Co nhieu chng trnh khuyen mai (ctkm1). 19. Chng trnh khuyen mai hap dan (ctkm2). VIII. Thng hieu 20. Thng hieu co uy tn (th1). 21. Khi co nhu cau mua sam hang kim kh ien may Anh/Ch chon thng hieu nao (th2). 22. Thng hieu c Anh/Ch tin tng (th3). 23. Thng hieu mang en cho Anh/Ch s an tam khi quyet nh mua sam hang kim kh ien may (th4). IX. Mc o trung thanh 24. Neu co nhu cau mua sam hang kim kh ien may th Anh/Ch thng mua sam trung tam ien may nao (mdtt2). 25. Trong tng lai, neu Anh/Ch co nhu cau mua sam hang kim kh ien may th Anh/Ch mua sam trung tam ien may nao (mdtt3). 26. Anh/Ch co y nh gii thieu cho ngi than, ban be khi mua sam hang kim kh ien may (mdtt4).

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Trang 108

Phu luc 11: KET QUA PHAN TCH O TIN CAY (CRONBACK ALPHA) I. Thai o phuc vu ****** Method 1 (space saver) will be used for this analysis ****** R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) 1. TD1 Nhan vien tiep on niem n. 2. TD2 Cung cap thong tin ay u ve san pham. 3. TD3 T van ve viec chon la san pham ro rang. Mean Std Dev Cases 1. TD1 4.2745 .7058 102.0 2. TD2 4.1373 .7181 102.0 3. TD3 4.1373 .7713 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 12.5490 3.1807 1.7835 3 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted TD1 8.2745 1.8051 .4627 .7696 TD2 8.4118 1.6704 .5359 .6913 TD3 8.4118 1.3139 .7194 .4569 Reliability Coefficients N of Cases = 102.0 N of Items = 3 Alpha = .7414 II. Hang hoa ****** Method 1 (space saver) will be used for this analysis ****** 1. HH1 Hang hoa phong phu, a dang chung loai. 2. HH3 Hang hoa co xuat x ro rang. 3. HH4 Hang hoa co bao b, mau ma con nguyen ven. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. HH1 4.2549 .8523 102.0 2. HH3 4.4706 .8170 102.0

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Trang 109 3. HH4 4.5000 .7278 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 13.2255 4.2160 2.0533 3 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted HH1 8.9706 2.0486 .5906 .8313 HH3 8.7549 1.8700 .7512 .6565 HH4 8.7255 2.2209 .6755 .7448 Reliability Coefficients N of Cases = 102.0 N of Items = 3 Alpha = .8156 III. Trng bay hang hoa ****** Method 1 (space saver) will be used for this analysis ****** 1. TBHH1 Hang hoa trng bay de nhn thay chung loai hang hoa. 2. TBHH2 Hang hoa trng bay ep mat. 3. TBHH3 Hang hoa trng bay de dang tm kiem. 4. TBHH4 Hang hoa trng bay de la chon san pham. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. TBHH1 4.0490 .7363 102.0 2. TBHH2 3.8922 .7949 102.0 3. TBHH3 3.9510 .7756 102.0 4. TBHH4 3.9412 .7813 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 15.8333 7.8432 2.8006 4 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted TBHH1 11.7843 4.8243 .7658 .9267 TBHH2 11.9412 4.5312 .7920 .9193 TBHH3 11.8824 4.3821 .8807 .8892

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Trang 110 TBHH4 11.8922 Reliability Coefficients N of Cases = 102.0 Alpha = .9277 4.3348 .8908 .8856

N of Items = 4

IV. Thanh toan ****** Method 1 (space saver) will be used for this analysis ****** 1. TT1 Thi gian thanh toan ngan. 2. TT3 Thoai mai trong viec thanh toan. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. TT1 4.0196 .7832 102.0 2. TT3 3.8431 .6857 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 7.8627 1.6839 1.2977 2 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted TT1 3.8431 .4702 .5588 . TT3 4.0196 .6135 .5588 . Reliability Coefficients N of Cases = 102.0 N of Items = 2 Alpha = .7129 V. Dch vu sau ban hang ****** Method 1 (space saver) will be used for this analysis ****** 1. DVSBH2 Anh/Ch hai long ve dch vu giao hang tan nha. 2. DVSBH4 Thc hien ung cam ket ve che o bao hanh hang hoa. Nhanh chong giai quyet van e khi Anh/Ch co khieu nai ve 3. DVSBH5 san pham. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. DVSBH2 4.3039 .7283 102.0 2. DVSBH4 4.2255 .7949 102.0 3. DVSBH5 4.2745 .8462 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 12.8039 4.0800 2.0199 3

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Trang 111 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted DVSBH2 8.5000 2.2525 .5933 .8033 DVSBH4 8.5784 1.9888 .6509 .7465 DVSBH5 8.5294 1.7169 .7428 .6461 Reliability Coefficients N of Cases = 102.0 N of Items = 3 Alpha = .8095 VI. Gia ca ****** Method 1 (space saver) will be used for this analysis ****** 1. GIACA2 Co niem yet gia. 2. GIACA3 Ban theo ung gia niem yet. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. GIACA2 4.3627 .9097 102.0 2. GIACA3 4.4608 .7793 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 8.8235 2.5626 1.6008 2 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted GIACA2 4.4608 .6074 .7954 . GIACA3 4.3627 .8275 .7954 . Reliability Coefficients N of Cases = 102.0 N of Items = 2 Alpha = .8802 VII. Chng trnh khuyen mai ****** Method 1 (space saver) will be used for this analysis ****** 1. CTKM1 Co nhieu chng trnh khuyen mai. 2. CTKM2 Chng trnh khuyen mai hap dan

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Trang 112 R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. CTKM1 4.1667 .8569 102.0 2. CTKM2 3.9216 .8639 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 8.0882 2.5169 1.5865 2 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted CTKM1 3.9216 .7463 .7000 . CTKM2 4.1667 .7343 .7000 . Reliability Coefficients N of Cases = 102.0 N of Items = 2 Alpha = .8235 VIII. Thng hieu ****** Method 1 (space saver) will be used for this analysis ****** 1. TH1 Thng hieu co uy tn. 2. TH2 Khi co nhu cau mua sam hang kim kh ien may Anh/Ch chon thng hieu nao. 3. TH3 Thng hieu c Anh/Ch tin tng. 4. TH4 Thng hieu mang en cho Anh/Ch s an tam khi quyet nh mua sam hang kim kh ien may. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. TH1 4.3627 .8058 102.0 2. TH2 3.9510 1.0184 102.0 3. TH3 3.9608 1.0333 102.0 4. TH4 4.0098 .9698 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 16.2843 13.2154 3.6353 4 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item

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Trang 113 Deleted Deleted Correlation Deleted TH1 11.9216 8.5482 .8527 .9656 TH2 12.3333 7.1353 .9269 .9413 TH3 12.3235 7.0329 .9332 .9397 TH4 12.2745 7.4090 .9217 .9424 Reliability Coefficients N of Cases = 102.0 N of Items = 4 Alpha = .9606 IX. Mc o trung thanh ****** Method 1 (space saver) will be used for this analysis ****** 1. MDTT2 Neu co nhu cau mua sam hang kim kh ien may th Anh/Ch thng mua sam trung tam ien may nao. 2. MDTT3 Trong tng lai, neu Anh/Ch co nhu cau mua sam hang kim kh ien may th Anh/Ch mua sam trung tam ien may nao. 3. MDTT4 Anh/Ch co y nh gii thieu cho ngi than, ban be khi mua sam hang kim kh ien may. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Std Dev Cases 1. MDTT2 3.8824 .9259 102.0 2. MDTT3 3.8922 .9430 102.0 3. MDTT4 3.9118 .9345 102.0 Statistics for Mean Variance Std Dev N of Variables SCALE 11.6863 7.4056 2.7213 3 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted MDTT2 7.8039 3.3869 .9276 .9592 MDTT3 7.7941 3.2542 .9588 .9364 MDTT4 7.7745 3.3843 .9155 .9678 Reliability Coefficients N of Cases = 102.0 N of Items = 3 Alpha = .9693

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Trang 114 Phu luc 12: KET QUA PHAN TCH ONE-WAY ANOVA Descriptives N Nguyen Kim Thien Hoa Ch Ln Khac Total Nguyen Kim Thien Hoa Ch Ln Khac Total Trng Nguyen Kim bay Thien Hoa hang Ch Ln hoa Khac Total Thanh Nguyen Kim toan Thien Hoa Ch Ln Khac Total Dch vu Nguyen Kim sau ban Thien Hoa hang Ch Ln Khac Total Gia ca Nguyen Kim Thien Hoa Ch Ln Khac Total Chng Nguyen Kim trnh Thien Hoa Thai o phuc vu cua nhan vien Hang hoa 30 30 30 12 102 30 30 30 12 102 30 30 30 12 102 30 30 30 12 102 30 30 30 12 102 30 30 30 12 102 30 30 Mean 4.71 4.02 3.90 3.97 4.18 4.92 4.48 4.21 3.44 4.41 4.38 3.89 3.83 3.38 3.96 4.35 4.00 3.62 3.50 3.93 4.80 4.32 4.12 3.69 4.33 4.88 4.50 4.42 3.00 4.41 4.70 4.17 Std. Minimum Maximum Deviation 0.34 4.00 5.00 0.42 3.33 4.67 0.62 2.67 5.00 0.61 3.00 5.00 0.59 2.67 5.00 0.19 4.33 5.00 0.43 3.33 5.00 0.66 2.67 5.00 0.84 1.67 4.33 0.68 1.67 5.00 0.42 3.50 5.00 0.72 2.75 5.00 0.70 2.75 5.00 0.65 2.25 5.00 0.70 2.25 5.00 0.37 4.00 5.00 0.54 3.00 5.00 0.60 2.50 5.00 0.90 1.50 4.50 0.65 1.50 5.00 0.26 4.00 5.00 0.51 3.00 5.00 0.51 3.00 5.00 0.66 3.00 5.00 0.59 3.00 5.00 0.28 4.00 5.00 0.45 4.00 5.00 0.63 2.00 5.00 1.13 1.00 5.00 0.80 1.00 5.00 0.34 4.00 5.00 0.53 3.50 5.00 Sig. 0.000

0.000

0.000

0.000

0.00

0.000

0.000

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Trang 115 khuyen Ch Ln mai Khac Total 30 12 102 N Thng Nguyen Kim hieu Thien Hoa Ch Ln Khac Total Mc o Nguyen Kim Thien Hoa long Ch Ln trung Khac thanh Total Ghi chu: 30 30 30 12 102 30 30 30 12 102 3.70 2.96 4.04 Mean 4.91 4.23 3.72 2.48 4.07 4.89 4.02 3.33 2.50 3.90 0.68 2.50 5.00 0.84 2.00 4.50 0.79 2.00 5.00 Std. Minimum Maximum Deviation 0.21 4.25 5.00 0.41 3.25 5.00 0.63 3.00 5.00 0.95 1.25 4.00 0.91 1.25 5.00 0.34 3.33 5.00 0.35 3.00 4.67 0.57 3.00 5.00 0.58 2.00 3.33 0.91 2.00 5.00

Sig. 0.000

0.000

1=Hoan toan khong ong y. 3=t ong y. 5=Hoan toan ong y.

2=Khong ong y. 4=ong y.

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Trang 116 TAI LIEU THAM KHAO Tieng Viet 1. PGS. TS. Nguyen Th Lien Diep (1995; 2003), Quan tr hoc, NXB Thong Ke, TP.HCM. 2. PGS. TS. Nguyen Th Lien Diep, Th.S. Pham Van Nam (2003), Chien lc va chnh sach kinh doanh, NXB Thong Ke, TP.HCM. 3. Don Taylor, Jeanne Smalling Archer (2004), e canh tranh vi nhng ngi khong lo, Ngi dch: Nguyen Tien Dung, Nguyen Hong Lnh, Hoang Phng Thuy, NXB Thong Ke, Ha Noi. 4. TS. Dng Ngoc Dung (2006), Chien lc canh tranh theo ly thuyet Michael E. Porter, NXB Tong Hp TP.HCM, TP.HCM. 5. Fred R. David (2003), Khai luan ve quan tr chien lc, Ngi dch: Trng Cong Minh, Tran Tuan Thac, Tran Th Tng Nh, NXB Thong Ke, TP.HCM. 6. Garry D. Smith, Danny R. Arnold, Boby R. Bizzell (2003), Chien lc va sach lc kinh doanh, Ngi dch: Bui Van ong, NXB Thong Ke, TP.HCM. 7. GS. TS. Ho c Hung (2003), Phng phap quan ly doanh nghiep, Trng ai hoc Kinh Te TP.HCM, TP.HCM 8. GS. TS. Ho c Hung (2004), Quan tr Marketing, Trng ai hoc Kinh Te TP.HCM, TP.HCM. 9. TS. Pham Th Ngoc My (2006), Nang cao sc canh tranh tren th trng ban le noi a khi Viet Nam gia nhap WTO, Tap ch phat trien kinh te (191) - trang 27 va trang 40. 10. Peter F. Drucker (2003), Nhng thach thc cua quan ly trong the ky XXI, Ngi dch: Vu Tien Phuc, NXB Tre, TP.HCM. 11. TS. Pham Th Thu Phng (2002), Quan tr chien lc trong nen kinh te toan cau, NXB Khoa Hoc va Ky Thuat, TP.HCM. 12. TS. Vo Th Quy (2006), Hng dan lap ke hoach kinh doanh, Trng ai hoc Kinh Te TP.HCM, TP.HCM.

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Trang 117 13. GS. TS. Rudolf Gruning, GS. TS. Richard Kuhn (2003), Hoach nh chien lc theo qua trnh, Ngi dch: Pham Ngoc Thuy, TS. Le Thanh Long, TS. Vo Van Huy, NXB Khoa Hoc va Ky Thuat, TP.HCM. 14. Rowan Gibson (Bien tap) (2004), T duy lai tng lai, Ngi dch: Vu Tien Phuc, Dng Thuy, Phi Hoanh, NXB Tre, TP.HCM. 15. GS. TS. Ton That Nguyen Thiem (2004), Th tng, chien lc, c cau: Canh tranh ve gia tr gia tang, nh v va phat trien doanh nghiep, NXB Tong hp Thanh Pho Ho Ch Minh, TP.HCM. 16. TS. Nguyen Quang Thu (2005), Phan tch quan tr tai chinh, Trng ai hoc Kinh Te TP.HCM, TP.HCM. 17. Hoang Trong, Chu Nguyen Mong Ngoc (2005), Phan tch d lieu nghien cu vi SPSS, NXB Thong Ke, TP.HCM. 18. Thi bao kinh te Viet Nam: Kinh te 2005-2006, Viet Nam va the gii. 19. Thi bao kinh te Sai Gon, cac so nam 2006. 20. Bao cao tai chanh va bao cao noi bo cua Nguyen Kim t 2002 2005. 21. Cac trang web http://www.nguyenkim.com http://www.stdienmay.com.vn http://www.giathanhtrading.com http://www.trade.hochiminhcity.gov.vn http://www.mpi.gov.vn/strategy.aspx?Lang=4 http://www.vnn.vn http://www.vneconomy.com.vn http://www.vnexpress.net http://www.tuoitre.com.vn http://www.nld.com.vn http://www.thanhnien.com.vn http://www.vir.com.vn Tieng Anh 22. Michael E. Porter (1985), Competitive Strategy, New York: The Free Press.

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