B GIO DC V O TO I HC NNG

TRNG HU

HON THIN CHNH SCH SN PHM DCH V HNG THNG GIA CA VIETNAM AIRLINES

Chuyn ngnh: Qun tr kinh doanh M s: 60.34.05

TM TT LUN VN THC S QUN TR KINH DOANH

Nng - Nm 2013

Cng trnh c hon thnh ti I HC NNG

Ngi hng dn khoa hc: GS.TS. Trng B Thanh

Phn bin 1: PGS.TS. L Vn Huy Phn bin 2: PGS.TS. Bi Th Tm

Lun vn c bo v ti Hi ng chm Lun vn tt nghip Thc s Qun tr kinh doanh hp ti i hc Nng vo ngy 09 thng 03 nm 2013.

C th tm hiu lun vn ti: - Trung tm Thng tin-Hc liu, i hc Nng - Th vin trng i hc Kinh t, i hc Nng

1 LI M U 1. Tnh cp thit ca ti Hng hng khng quc gia Vit Nam (Vietnam Airlines) vi t cch l Hng hng khng i din cho Quc gia, ng thi hot ng di t cch mt doanh nghip, chu s tc ng ca cc tc nhn kinh doanh ging nh cc doanh nghip khc. Nu nh trc nm 2000, Vietnam Airlines hot ng gn nh c quyn trong lnh vc vn ti hng khng ti Vit Nam th sau nm 2000, Vietnam Airlines phi i mt vi sc p cnh tranh ngy cng tng khng ch ca cc hng trong nc m cn ca cc hng tm c th gii. Nhn thy phn khc khch hng sang (hng thng gia) d ch chim 5% tng s khch i li ca th trng hng khng nhng ng gp n 25% doanh thu ca cc hng, do vy xy dng chin lc kinh doanh nhm thu ht i tng khch ny l s sng cn ca hng trn cc ng bay trong nc v quc t. Vi mc tiu hon thin chnh sch sn phm dch v hng thng gia nng cao tnh cnh tranh ca sn phm v gip hng hng khng quc gia Vit Nam c th pht trin, tng bc nng cao nng lc cnh tranh ca mnh, tc gi quyt nh chn ti Hon thin chnh sch sn phm dch v hng thng gia ca Vietnam Airlines lm ti nghin cu cho lun vn ca mnh. 2. Mc tiu nghin cu o Tng hp cc l thuyt v chnh sch sn phm v xy dng chnh sch sn phm hng khng hng thng gia. o Phn tch thc trng chnh sch sn phm dch v hng thng gia ca Vietnam Airlines trong thi gian qua. o Kin ngh cc gii php nhm hon thin chnh sch sn phm dch v hng thng gia ca Vietnam Airlines.

2 3. i tng v phm vi nghin cu 3.1 i tng nghin cu i tng nghin cu l nhng vn l lun, thc tin lin quan n vic hon thin chnh sch sn phm dch v hng thng gia ca VietNam Airlines . 3.2 Phm vi nghin cu Phm vi khng gian: Tp trung nghin cu cc chnh sch sn phm dch v hng thng gia ti Vietnam Airlines. Phm vi thi gian: Hon thin chnh sch sn phm dch v ca VietNam Airlines n nm 2015. 4. Phng php nghin cu - Phng php nghin cu duy vt bin chng v duy vt lch s. - S dng cc phng php so snh nh gi kt qu cht lng dch v qua cc nm; phn tch tng hp, nghin cu tham kho t liu ca cc tc gi lin quan n ti phn tch, suy lun v nh gi thc trng tm gii php. - Lun vn da trn l thuyt chung v xy dng chnh sch sn phm, kt hp phn tch v tng hp cc nghin cu thc t. - Lun vn cn ly kin kho st ca khch hng. 5. B cc ca lun vn Chng 1: L lun chung v chnh sch sn phm v chnh sch sn phm hng khng hng thng gia Chng 2: Thc trng chnh sch sn phm dch v hng thng gia ca Vietnam Airlines Chng 3: Hon thin chnh sch sn phm dch v hng thng gia ca Vietnam Airlines 6. Tng quan ti liu nghin cu

3 CHNG 1 L LUN CHUNG V CHNH SCH SN PHM V CHNH SCH SN PHM HNG KHNG HNG THNG GIA 1.1. KHI NIM V CHNH SCH SN PHM 1.1.1. Sn phm v cu trc sn phm a. Khi nim v sn phm Sn phm l bt c ci g c th a ra th trng to s ch , mua sm, s dng hay tiu dng nhm tha mn nhu cu hay c mun. N c th l nhng vt th, dch v, con ngi, a im, t chc v tng. Ranh gii gia hng ha v dch v ngy cng m dn v cc cng ty ngy cng a ra nhiu nhng hn hp sn phm v dch v cnh tranh trn th trng. b. Cu trc sn phm Sn phm c cu trc nm cp : li ch ct li, sn phm chung, sn phm mong i, sn phm hon thin v sn phm tim n. i vi mt s sn phm mang nhiu yu t dch v nh sn phm trong ngnh hng khng th sn phm c chia thnh hai lp ch yu : - Sn phm c bn. - Sn phm ngoi vi hay cn gi l sn phm th cp. 1.1.2. Chnh sch sn phm a. Pht trin v danh mc v chng loi sn phm/dch v Danh mc sn phm/dch v l tp hp tt c nhng loi sn phm/dch v m ngi bn a ra cho ngi mua. Doanh nghip c th thit lp mt doanh mc sn phm/dch v cung cp ra th trng mt cch c hiu qu bng cch ko di, lp y hoc ct ta cc sn

4 phm/dch v p ng tt nht nhu cu s dng a dng ca khch hng. b. Pht trin cht lng sn phm/dch v Cht lng ngy cng c xem l yu t rt quan trng i vi sn phm/dch v, gip khch hng phn bit, la chn nh cung cp. C th nng cao cht lng sn phm/dch v theo cc hng sau: Nng cao tnh ng dng ca sn phm dch v; Hon thin cu trc sn phm dch v; Nng cao cng tc chm sc khch hng; ng dng thnh tu cng ngh hin i. c. Pht trin thng hiu i vi khch hng, thng hiu c th c s dng xc nh ngun gc, xut x v gi tr ca sn phm/dch v. Thng hiu l mt cng c cnh tranh nhanh chng hoc l mt cch n gin ha i vi quyt nh mua ca khch hng. d. Pht trin sn phm/dch v mi Cc doanh nghip c th la chn nhiu chin lc pht trin sn phm dch v khc nhau ty thuc vo nhiu yu t nh s mng, mc tiu, quy m doanh nghip v loi sn phm dch v mi. 1.2 SN PHM HNG KHNG: KHI NIM, CU THNH, PHN LOI 1.2.1. Sn phm hng khng v c trng ca sn phm hng khng a. Khi nim v sn phm hng khng Sn phm vn ti hng khng c nh ngha l ton b qu trnh dch v lin tc t mt t n trn khng, cung ng cho khch hng nhm p ng nhu cu v di chuyn v vn ti hng ho. Sn phm hng khng l mt chui dch v thng qua ba giai on chnh gm: t ch v mua v, dch v mt t v dch v trn chuyn bay.

5 b. c trng ca sn phm hng khng Sn phm hng khng va mang tnh vt cht c th (nh loi my bay, lch bay, mng ng bay....), va mang tnh v hnh nhm to gi tr gia tng (nh dch v trc, trong v sau khi bay...). - c trng sn phm lin quan n k hoch bay: lin quan n mng li, tn sut bay, lch bay v tnh ng gi. - c trng sn phm lin quan n dch v khch hng: lin quan n vic t ch, chnh sch overbooking v cc dch v b tr cho khch hng. 1.2.2. Cc yu t cu thnh sn phm hng khng C 5 yu t cu thnh nn sn phm hng khng l: lch bay ng bay, hnh nh ca hng hng khng, h thng mua v t ch, cc dch v lin quan n chuyn bay v cc dch v sau khi bay. 1.2.3. Phn loi sn phm hng khng Sn phm hng khng c thit k, phn loi ty thuc theo: a. c im a l: bao gm sn phm hng khng ni a v sn phm hng khng quc t. b. i tng khch hng: bao gm sn phm hng khng dnh cho khch i cng v, khch i du lch, khch du hc.... c. Cn c vo cc loi hnh dch v: Dch v c bit; Dch v khch thng gia; Dch v hng ph thng. 1.3 CHNH SCH SN PHM HNG KHNG HNG THNG GIA 1.3.1. Khi nim v vai tr ca chnh sch sn phm hng thng gia a. Khi nim cc chnh sch sn phm hng thng gia Sn phm hng thng gia l sn phm hng khng tp trung hng ti i tng khch hng l thng gia. Sn phm c thit

6 k gia tng thm cc loi hnh dch v hn hn sn phm hng ph thng trn nguyn tc: Cht lng cao, Dch v tt, Mang li du n c nhn, Nng cao gi tr hnh nh ca khch hng. b. Vai tr ca cc chnh sch sn phm hng thng gia Mi hng hng khng truyn thng khi xy dng hnh nh, ng cp ca mnh u la chn hng thng gia lm mi nhn kinh doanh. Vai tr ny c th hin vic: - Nng cao nng lc cnh tranh ca mt hng hng khng. - Nng cao hiu qu hot ng kinh doanh. - Nng cao hnh nh cho khch hng thng gia. 1.3.2. Ni dung cc chnh sch sn phm hng thng gia a. Chnh sch a dng ha cc loi hnh dch v sn phm hng thng gia Cc hng hng khng hin nay ang tp trung vo a dng ha sn phm cc loi hnh dch v nh dch v gii tr, ng dng cng ngh thng tin gip khch hng thng gia tip cn thng tin mt cch d dng, lin kt sn phm hng khng v cc sn phm phi hng khng v a dng ha gi v hng thng gia. b. Chnh sch cht lng sn phm Cht lng dch v l yu t quan trng nht tc ng n kh nng pht trin sn phm hng thng gia. Tiu ch nh gi cht lng ng mt vai tr quan trng trong vic thit k li sn phm hng thng gia. Trong qu trnh nh gi cht lng, i hi phi nh gi ton b qu trnh dch v ca sn phm hng khng, bt u t dch v trc chuyn bay, trong chuyn bay v sau khi bay. c. Chnh sch thng hiu Khi xy dng cc chnh sch thng hiu, cn quan tm n: - Cc yu t cu thnh thng hiu hng thng gia.

7 - Cc yu t nhn din thng hiu sn phm hng thng gia ca mt hng hng khng. - Qung b thng hiu. d. Chnh sch pht trin sn phm mi thit k sn phm hng thng gia mi, c cc cp sn phm mi sau: To ra sn phm mi trong ngn hn; Nng cp sn phm hin c; M rng chui sn phm hin ti; Thit k sn phm v cc loi hnh dch v mi. 1.3.3. Tin trnh xy dng chnh sch sn phm hng thng gia a. Phn tch mi trng Marketing: Bao gm vic phn tch i th cnh tranh; Khch hng; n v cung ng dch v; Mi trng chnh tr, php lut, vn ha, bn sc dn tc... b. La chn th trng mc tiu Ty theo ngun lc ca hng hng khng m la chn th trng mc tiu ca hng mnh. C s la chn th trng mc tiu da trn cc tiu ch sau: Kh nng o lng ca th trng ; Qui m ca th trng; Kh nng thm nhp; Tnh kh thi. c. nh v sn phm trn th trng mc tiu nh v sn phm hng thng gia l qu trnh thit k sn phm hng thng gia sao cho chim mt v tr trong tm tr khch, khi khch hng s ngh n sn phm hng thng gia ca hng hng khng m khng phi hng hng khng khc. d. Thit k sn phm hng thng gia ph hp vi nh v la chn 1.3.4. Kinh nghim ca cc chnh sch sn phm hng thng gia ca mt s hng hng khng

8 CHNG 2 THC TRNG CHNH SCH SN PHM HNG THNG GIA CA VIETNAM AIRLINES THI GIAN QUA 2.1 GII THIU CHUNG V VIETNAM AIRLINES V DCH V HNG THNG GIA CA VIETNAM AIRLINES 2.1.1. Gii thiu tng quan v Vietnam Airlines 2.1.2. c im hnh thnh v pht trin hng thng gia ca Vietnam Airlines 2.1.3. S t chc v qun l ca Vietnam Airlines 2.1.4. Kt qu hot ng kinh doanh ca Vietnam Airlines t nm 2007 2011 a. S lng hnh khch Bng 2.1. Sn lng vn chuyn hnh khch ca VNA t nm 2007-2011 (VT: triu hnh khch) STT 1 2 3 4 5 6 Ch tiu Quc ni Tng trng (%) Quc t Ttng trng (%) Lt khch Tng trng (%) 7.27 3.27 2007 4.7 2008 5.3 12.77 3.5 7.03 8.8 21.05 2009 6.2 16.98 3.16 -9.71 9.26 5.23 2010 8 29.03 4.26 12.26 2011 8.7 8.75 4.8 13.5

34.81 12.68 32.40 10.11

(Ngun: Bo co tng kt nm 2011 s 29 Ban KHPT)

9 b. Doanh thu vn chuyn hnh khch Bng 2.2. Doanh thu quc ni ca VNA t nm 2007-2011 (VT: T VN) Doanh thu quc ni Min Bc Min Nam Min Trung Tng doanh thu quc ni Tc tng (%) 2007 2.280 3.553 637 6.470 121 2008 3.010 4.477 906 130 2009 3.853 5.462 1.196 125 2010 4.739 6.500 1.496 121 2011 5972 7.800 1.915 123

8.393 10.511 12.735 15.687

(Ngun: Bo co kt qu kinh doanh- Ban Tip th Bn sn phm) Bng 2.3. Doanh thu quc t ca Vietnam Airlines t 2007-2011 (VT: triu USD) Doanh thu quc t Min Bc Min Nam Min Trung Tng doanh thu quc t Tc tng (%) 2007 105 129 8 242 108 2008 113.5 136.4 9.2 259 107 2009 107.8 125.5 8.6 242 93 2010 147.0 164.5 11.3 323 133 2011 167.6 176.0 13.0 357 110

(Ngun: Bo co kt qu kinh doanhBan Tip th Bn sn phm) 2.2. PHN TCH THC TRNG CHNH SCH SN PHM HNG THNG GIA CA VNA THI GIAN QUA 2.2.1. Phn tch kt qu bn hng thng gia ca VNA thi gian qua a. Sn lng vn chuyn hng thng gia quc ni v quc t ca Vietnam Airlines thi gian qua

10 Bng 2.4. Bng tng hp khch hng C quc ni ca VNA (VT: hnh khch) Khch hng thng gia quc ni Lt khch T trng gh hng thng gia/trn tng s gh cung ng ca chuyn bay (%) Tc tng trng (%) H s SDG (%) khch) Nm Khch thng gia quc t T trng gh hng thng gia/trn tng s gh cung ng ca chuyn bay (%) Tc tng trng (%) H s s dng gh hng thng gia(%) 110.54 62.92% 113.87 63.16% 87.23 59.84% 170.65 66.83% 131.21 67.31% 4.80 5.10 4.93 6.24 7.27 2007 156.901 2008 178.670 2009 155.861 2010 265.972 2011 348.987 100.31 65.70% 128.85 64.80% 93.82 50.80% 177.07 68.80% 146.73 70.50% 4.74 5.42 4.35 5.96 8.05 2007 2008 2009 2010 2011

222.866 287.162 269.402 477.027 699.920

Bng 2.5. Bng tng hp khch hng C quc t ca VNA (VT:

Vi vic tng trng sn lng, t trng vn chuyn khch hng thng gia quc ni, quc t qua cc nm 2007-2011 tht s l du hiu tch cc phn nh nn kinh t v m pht trin n nh v tng trng bn vng nn theo nhu cu i li ca khch hng thng gia cng tng cao v l c hi cho VN u t ngun lc xy dng chin lc kinh doanh khai thc tt hn na i tng khch hng cao cp ny trong nhng nm ti .

11 b. So snh sn lng vn chuyn sn phm hng thng gia ca Vietnam Airlines vi mt s hng khc trong khu vc Bng 2.6. Kt qu khai thc hng thng gia ca cc Hng hng khng trn cc ng bay quc t giai on 2007 2011 ( VT: Lt khch) Nm Airlines SQ 2007 MH TG VN SQ 2008 MH TG VN SQ 2009 MH TG VN SQ 2010 MH TG VN SQ 2011 MH TG VN Khch C 782.870 183.720 271.230 156.901 915.600 221.015 310.120 178.670 882.520 450.510 429.574 155.861 1.085.000 385.975 520.154 265.972 1.165.176 488.515 720.695 348.987 T trng/Tng khch 8.93% 5.42% 5.36% 4.80% 9.05% 6.09% 7.12% 5.10% 8.98% 5.88% 6.84% 4.93% 10.3% 6.45% 7.85% 6.24% 11.2% 7.82% 9.12% 7.27% (Ngun : AAPA) Gh sut 68.48% 63.37% 65.66% 62.92% 70.82% 64.58% 66.23% 63.16% 67.60% 60.50% 62.40% 59.84% 71.07% 67.88% 67.21% 66.83% 71.55% 67.98% 68.89% 67.31%

12 c. So snh kt qu bn sn phm hng thng gia ca Vietnam Airlines vi mt s hng trong khu vc
Bng 2.7. Kt qu doanh thu hng thng gia ca cc Hng hng khng

(VT doanh thu: 1.000 USD) Nm Hng hng khng SQ 2007 MH TG VN SQ 2008 MH TG VN SQ 2009 MH TG VN SQ 2010 MH TG VN SQ 2011 MH TG VN Doanh thu hng thng gia 72.457 16.603 21.192 14.060 88.675 18.321 25.165 17.275 82.775 15.639 20.673 15.415 106.125 26.246 36.165 23.482 120.166 33.800 47.584 28.738 (Ngun: AAPA) T trng/ Tng doanh thu 21.60% 8.07% 10.30% 5.81% 25.70% 8.30% 11.40% 6.67% 22.00% 8.17% 10.80% 6.37% 27.68% 9.34% 12.87% 7.27% 30.60% 10.52% 14.81% 8.05%

13 2.2.2. Phn tch v nh gi cc chnh sch hng thng gia Vietnam Airlines a. Chnh sch v a dng ha cc loi hnh dch v sn phm hng thng gia ca Vietnam Airlines Chnh sch sn phm hng thng gia ca Vietnam Airlines bao gm ton b cc chnh sch chi phi ton b cc dch v cung ng ca sn phm hng thng gia ca Vietnam Airlines. Bng 2.8. Cc loi hnh dch v hng thng gia ca Vietnam Airlines ang trin khai STT 1 2 3 4 Loi dch v Quy nh tham chiu

Chnh sch t gi ch hng thng gia Cng vn 1693/TCTHK-DVTT Quy nh lm th tc v xp hng Quy nh phng ch hng thng gia Quy nh trnh t khch ln my bay v trn my bay Quy nh phc v khch hng thng gia tai khu vc n * nh gi chung - Cc chnh sch a dng ha cc loi hnh dch v hng thng gia ch mi tp trung vo sn phm ch cha tp trung vo chnh hnh khch s dng sn phm . - Chnh sch sn phm hng thng gia ca Vietnam Airlines thi gian qua cn ngho nn, cc chnh sch thit k ch mang tnh qui nh, thiu tnh thc t. Cng vn 1150/TCTHK-DVTT Cng vn 327/TCTHK-DVTT Cng vn 186/TCTHK-DVTT

Cng vn 210/TCTHK-DVTT

14 - C nhng dch v Vietnam Airlines phi thu n v cung ng phc v nn kh kim sot, tnh ng b khng cao, dn n tnh thng nht chnh sch trn ton h thng cn hn ch. b. Chnh sch v cht lng sn phm hng thng gia. Bng 2.9. Xp hng ca Skytrax i vi dch v hng thng gia (C) ca VN, trong 66 hng hng khng c nh gi (Ngun: Bo co Skytrax) Tiu ch nh gi Dch v sn bay Sut n - ung thoi mi ca gh Gii tr trn chuyn bay Cht lng dch v tip vin Bc 2009 37 50 57 42 29 Bc 2011 40 44 55 48 21 Tng/gim bc -3 +6 +2 -6 +8

Bng 2.10: Xp hng ca Skytrax i vi dch v hng thng gia ca VN so vi SQ, MH v TG (Ngun:Bo co Skytrax) Xp hng Ton th gii Hng HK VN SQ MH TG Khu vc Chu TBD VN SQ MH TG 2009 24/66 6/66 15/66 12/66 12/21 1/21 11/21 9/21 2011 20/66 2/66 17/66 10/66 10/26 1/26 8/26 7/26

15 Theo nh gi chi tit dch v hng thng gia, cht lng dch v ca VN cn khong cch kh xa v xp hng v im nh gi so vi cc hng hng khng cnh tranh trc tip trong khu vc. Xt theo cc nhm tiu ch v Cht lng dch v tip vin cung cp, Sut n ung, thoi mi cu gh, Gii tr v Dch v sn bay, xp hng ca VN nm 2011 thp hn TG ln lt l 14, 13, 18, 20 v 24 bc. c. Chnh sch v thng hiu cho sn phm hng thng gia - Tn sn phm hng thng gia. - Nhn din thng hiu sn phm hng thng gia. - Cng tc qung co sn phm hng thng gia. Chnh sch v thng hiu sn phm hng thng gia ca Vietnam Airlines cn nhiu bt cp, Vietnam Airlines cn xy dng tn gi cho sn phm hng thng gia ca Vietnam Airlines v cc hnh thc nhn din v qung b cho sn phm hng thng gia. d. Chnh sch v pht trin sn phm mi cho hng thng gia. 2.2.3. Phn tch qu trnh xy dng chnh sch sn phm hng thng gia ca Vietnam Airlines a. Quy trnh xy dng chnh sch sn phm hng thng gia ca Vietnam Airlines thi gian qua -Bc 1 : Xc nh nhu cu -Bc2 : Trin khai th nghim sn phm -Bc3 : Ci tin cc chnh sch sn phm hng b. Cc yu t tc ng khi xy dng cc chnh sch v sn phm hng thng gia - Cc yu t kinh t - chnh tr

16 Bng 2.14. K hoch i my bay mi d kin t 2012 n 2015 STT 1 2 3 4 Loi my bay Airbus - A321 Airbus - A330 Boeing - B777 Boeing - B787 - Chin lc v tm nhn - Cc b phn tham gia xy dng cc chnh sch sn phm hng thng gia. + Ban K hoch pht trin + Ban tip th bn sn phm + Ban dch v th trng. - S phi hp ca cc b phn ca ton h thng - Cc n v cung ng ngoi ngnh Bng 2.15. nh gi TTB cc sn bay trong nc Cc sn bay l Yu 2012 2 chic 2013 1 chic 2 chic 2014 2chic 2 chic 2 chic 1 chic 2015 3 chic 2 chic 2 chic 1 chic

(Ngun : Ban k hoch u t TCKHKVN)

Sn bay nh gi

Tn Sn Nht T t

Ni Bi Kh

Nng Kh

(Ngun: bo co nh gi cht lng ca cc sn bay ) Yu t thi gian cho vic hoch nh chnh sch:

17 Bng 2.16. Thi gian trung bnh ra mt chnh sch hng C ca VNA STT 1 2 3 4 5 6 Chnh sch Quy trnh phc v hng thng gia a dng hn t ch hng thng gia Chnh sch Customer Service Xy dng b tiu chun sut n Trin khai ng b quy ring cho hng C Quy trnh phc v u tin hnh l hng C Thi gian 1 nm 8 thng 6 thng 1 nm 6 thng 6 thng

(Ngun : Ban dch v th trng Vietnam Airlines) 2.2.4. nh gi chnh sch v qu trnh xy dng chnh sch sn phm hng thng gia ca Vietnam Airlines thi gian qua a. nh gi chnh sch hng thng gia ca Vietnam Airlines Vietnam Airlines cha xy dng c thc o nh gi cht lng sn phm hng thng gia ca mnh m ch yu thng qua t chc c lp nh gi. Cht lng sn phm hng thng gia ca Vietnam Airlines khng ng u cc loi hnh dch v cu thnh sn phm hng thng gia. Ngay c sn phm hng thng gia cng khc nhau do iu kin cung ng mi ni khc nhau. Vic xy dng sn phm hng thng gia ch mi dng li trong ngnh hng khng ch cha m rng ra cc loi hnh dch v phi hng khng, do Vietnam Airlines kh tm thy c cc loi hnh dch v mi b sung vo chng loi dch v sn phm hng thng gia ca Vietnam Airlines.

18 b. nh gi qu trnh xy dng chnh sch sn phm hng thng gia - Chnh sch sn phm hng thng gia c xy dng trn quy trnh lc hu, cha phn tch y cc yu t mi trng lm c s cho vic xy dng chnh sch. - Do c nhiu b phn tham gia vo qu trnh hoch nh chnh sch sn phm hng thng gia nn kh c s nht qun, ng nht trong chnh sch. - i ng hoch nh chnh sch hng thng gia ch yu tp trung vo mt s c nhn ch cht cc ban chuyn mn m l ra cn phi tp trung nhiu cc con ngi cp c s. - Qu tn thi gian cho vic hoch nh mt chnh sch sn phm hng thng gia. - Chnh sch sn phm cha c mc tiu r rng. c. Nguyn nhn - Nhiu b phn tham gia vo qu trnh cung ng dch v sn phm hng thng gia, dn n sn phm hng thng gia Vietnam Airlines cung ng cho khch hng thiu ng b. - Cc chnh sch hng thng gia trin khai phi ph hp vi cc tiu chun ca IATA do vy mt nhiu thi gian cho vic hoch nh chnh sch l tt yu. - Hn ch v ngun lc a Vietnam Airlines n s la chn u tin dnh ngun lc cho vic no trc. Do vy vic t u t cho cc sn phm hng thng gia phn no do VNA thi gian qua u tin u t nhiu vo cc lnh vc khc hn. - Cha c mt chin lc r rng trong vic s dng sn phm hng thng gia lm cng c cnh tranh v to s khc bit v sn phm ca VNA

19 CHNG 3 HON THIN CC CHNH SCH SN PHM DCH V HNG THNG GIA CA VIETNAM AIRLINES 3.1.CN C XUT GII PHP 3.1.1. nh hng pht trin ca Vietnam Airlines t nay n nm 2020 V lu di, hng pht trin cho sn phm hng thng gia ca Vietnam Airlines l Phn u n nm 2020, cht lng sn phm v dch v hng thng gia t tiu chun 4 sao v tr thnh mt trong s 10 hng hng khng c a chung nht chu . 3.1.2 Mc tiu ca Vietnam Airlines t nay n nm 2020 a. Mc tiu chung Mc tiu chung ca Vietnam Airlines trong thi gian ti l: Xy dng Vietnam Airlines tr thnh mt hng hng khng c tm c, c bn sc ring, l mt trong nhng hng hng khng hng u trong khu vc v cht lng dch v v c a chung. b. Mc tiu c th - Nng cao cc loi hnh dch v nhm tha mn hn nhu cu i li bng hng khng ca khch hng. - Ch trng vo i tng khch c thu nhp cao. - Nng cao hnh nh sn phm Vietnam Airlines trn th trng Chu Thi Bnh Dng. - ng u trong khu vc ng Nam v i ng my bay tr v hin i. c. Phng hng v mc tiu ca chnh sch sn phm hng thng gia Phng hng v mc tiu ca chnh sch sn phm hng

20 thng gia c c th nh sau: - Xy dng sn phm hng thng gia mang bn sc ring thun Vit. - Tp trung ng b cc sn phm dch v hng thng gia. - i mi cc loi hnh dch v hng thng gia theo hng tha mn nhu cu ca hnh khch. - Chun ha cc tiu chun cht lng sn phm dch v hng thng gia. - Phn u a sn phm hng thng gia ln 4 sao vo nm 2020. 3.2 PHN TCH CC YU T TC NG N CHNH SCH SN PHM HNG THNG GIA VIETNAM AIRLINES T 2012-2015 3.2.1. Phn tch mi trng bn ngoi 3.2.2. Phn tch mi trng bn trong 3.3 XC NH TH TRNG MC TIU V NH V SN PHM 3.3.1. Phn on th trng a. Th trng ni a b. Th trng quc t 3.3.2. Xc nh th trng mc tiu a. i vi th trng ni a b. i vi th trng quc t 3.3.3. nh v sn phm

21 3.4. CC GII PHP HON THIN CC CHNH SCH SN PHM HNG THNG GIA CA VIETNAM AIRLINES 3.4.1. Gii php 1. a dng ha loi hnh dch v hng thng gia a. Chun ha cc tiu chun phng ch hng thng gia ng nht trn ton h thng. b. Chun ha quy trnh phc v khch hng thng gia trn my bay. c. Xy dng cu lc b hng thng gia ca Vietnam Airlines 3.4.2. Gii php 2. Gii php hon thin chnh sch cht lng a. Nng cao cht lng dch v mt t - Dch v ti quy v - Dch v check- in - Dch v ti phng ch - Dch v ra my bay b. Nng cao cht lng dch v trn khng - Nng cp tiu chun, i mi hnh thc trnh by phc v sut n hng thng gia - Ci tin gh ngi v cc loi hnh gii tr trn khoang hng thng gia ca my bay. c. Nng cao cht lng phc v i ng tip vin, nhn vin phc v 3.4.3. Gii php 3. Xy dng tn v qung b hnh nh sn phm hng thng gia ca Vietnam Airlines a. Xc nh nhu cu hnh khch s dng sn phm hng thng gia Vic phn tch xc nh nhu cu hnh khch s dng sn phm

22 hng thng gia dn n mt s nhn nh: - Tn sn phm hng thng gia ph hp vi gii tnh nam nhiu hn. - Tn phi ph hp ch yu tng lp trung nin. - Tn phi nh bng c hnh nh ca khch hng - Tn mang m bn cht vn ha Vit b. Xy dng tn v hnh nh cho sn phm hng thng gia ca VNA

Tn hng thng gia Golden Lotus

Biu tng

c. Cc gii php qung b hnh nh sn phm hng thng gia n khch hng d. Tnh hiu qu ca gii php 3.4.4. Gii php 4. Xy dng mt s dch v mi cho sn phm hng thng gia a. Sn phm dch v Kim tra sc khe Golden Lotus b. Dch v Th gin Goden Lotus c. Sn phm dch v gia tng Golden Lotus 3.5 MT S KIN NGH I VI TNG CNG TY HNG KHNG VIT NAM V C QUAN QUN L NH NC 3.5.1. i vi Tng cng ty hng khng Vit Nam - Sm c nghin cu li m hnh t chc v phn cng li chc nng nhim v ca cc phng Ban thng nht v ng b t

23 khu xy dng chin lc kinh doanh sn phm hng thng gia n vic u t mua my bay, trang thit b my bay. - VNA nn xy dng phng R&D nm trong Ban k hoch pht trin. - VNA nn ch ng nghin cu xy dng cc Video Clip gii thiu y cc sn phm dch v hng thng gia m hnh khch c hng trn cc phng tin truyn thng cng ng, Internet 3.5.2. i vi Nh nc v Chnh ph Nh nc cn hon thin cc chnh sch i ngoi nhm m rng quan h kinh t vi cc nc trn th gii to iu kin cho VNA pht trin. Nh nc cn m xy dng cc chnh sch m bo pht trin n nh bn vng nn kinh t v m, pht trin du lch. - Tip tc ch o dnh hng xy dng chin lc pht trin di hn ca VNA v c cc chng trnh, chnh sch h tr v mt ti chnh to iu kin cho Hng hng khng quc gia Vit Nam pht trin i my bay hin i v mua sm kh ti. - Nh nc cn xy dng cc chnh gi, thu nhp khu lin quan n xng du, trang thit b ph tng my bay, gi hot ng cung ng dch v ti cc cng hng khng. - Nh nc cn c k hoch u t v nh hng pht trin di hn ti cng hng khng sn bay ng b v nng lc khai thc, trang thit b, con ngi m bo cht lng dch v ng u ti cc Cng hng khng sn bay trong nc.

24 KT LUN Lun vn hon thnh cc mc tiu ca ti nghin cu: Hon thin chnh sch sn phm dch v hng thng gia ca Vietnam Airlines. Lun vn c bn h thng ha nhng vn l lun lin quan n chnh sch sn phm, ni dung chnh sch sn phm hng khng hng thng gia v xy dng cc gii php nhm hon chnh chnh sch sn phm dch v hng thng gia ca Vietnam Airlines tng bc tng tnh cnh tranh ca sn phm nhm gp phn nng cao hnh nh ca VNA ti khu vc v trn phm vi ton cu. Tuy nhin, do gii hn khun kh ca ca mt lun vn thc s, cc gii php ca ti v sau c th s cn phi trin khai kim nghim mc ph hp vi thc tin v p ng c s mong i ca khch hng s dng sn phm dch v hng thng gia hay khng. ti nghin cu nm trong mt phm vi tng i hp v l sn phm dch v c th ca ngnh hng khng nn ngi vit gp nhiu kh khn trong thu thp ngun l thuyt lm h thng c s l lun chung, t to ra khng t tr ngi cho vic phn tch thc trng v kin ngh gii php. Ngi vit knh mong nhn c kin ng gp ca Thy C, Ging vin hng dn v bn b ti c hon thin hn trong tng lai.