ENaC eer VIET NAM TRADE AND INDUSTRY REVIEW CAC KET QUA NGHIEN CUU KHOA HOC VA UNG DUNG CONG NGHE S611 Tana 6/2019 Website: http://tapchicongthuong.vn AMMHA NAM KHANH GIAO - HOANG MANH HUNG Hoan thin hoat dng marketing san phim LPG dn dung cla Céng ty CB phn Kinh doanh khi min Nam += Titgée nhin SWOT Improving the marketing activities for LPG consumer products of PVGas South JSC by using SWOT analysis 366 NGUYEN CONG HOAN - NGUYEN THT NGQC DEP CChign luge phat trign sin phém du lich méi tai Khu du ich Béng Trung - Bo 6 huy€n Vinh Ci tinh BEng Nai New tourism products development strategy for 0 - Dong Truong istand tourism area at Vinh Cuu district, Dong Nai province. 374 TAI CHINH - NGAN HANG - BAO HIEM NGUYEN NGQC TU VAN - NGUYEN THI YEN NGOC Su dén nhén céng nghé Omni cia khéch héng trong thél di cng nghigp 4.0 The welcome for Omni technology of customers inthe 4.0 industrial era 380 DOAN DANG THANH - DOAN LE MAI Derivatives: Double edged sword CChiing kh phéi sinh: Con Gao hal I. PHAN THE HANG NGA - NGO TUAN HUNG CChinh sch thué thu nhp doanh nghiép tac dng dén phat tién kin tf 6 Viet Nam ‘The impact of corporate income tax policy on Vietnam's economic growth. 389 NGUYEN THANH HUYEN- NGUYEN HUONG GIANG 'M&t s6 get ¥ cho Vigt Nam tiv kinh nghigmm vl m8 hinh gdm st tb chinh di vei th) trutng tA chinh & mat s6 qué gla ‘Some experience lessons for Vietnam to develop its financial monitoring model 395 NGUYEN THUY ANH Pht trign toan din thi tring tai chinh Vigt Nam Developing Vietnam's Fnancial market comprehensively a 2 vO THE THU DIgU anh gid vn héa doanh nghiép tal cic ngén hang thutsng mai c& phn nh nude 6 tinh Qung Ng&i Assessing the organizational culture model of branchs of state-owned Join Stock Commercial Banks located in Quang Nai province. PHAN MINH TRE MGt s6 nn t tée dBng dn cu tre vn doanh nghiép bit dg san nim yét trén ‘88 Giao dich ching khodn Thanh ph H8 Chi Minh (HSK) Some factors impacting the capital structure of realestate enterprises list fn the Ho Cai Minh City Stock Exchange. au CHU THT LE DUNG SS dung hap dng hodn G6 rir tin dung trong quan IY ng xéu tai thi trading Vigt Nam Using Credit default swap in managing bad debts In Vietnam. 416 PHAN Y LAN ‘Ung dung céng nghé Blockchain trong cc dich vu t8i cinh & Vidt Nam: Co hi va théch thie Using the Blockchain technology in financial services in Vietnam: Opportunities and Challenges. 42 NGUYEN THANH CUONG - BUI MANH CUGNG - PHAM BINH TUAN (Cu tric vin cia céc doanh nghigp pi tai chinh niém yét tn th truéng chiing Khon Vigt Nam Capital structure of non-financial companies listed on Vietnam stock market, NGUYEN THY MINH CHAU - HOANG DANG BONG - TENG NGQC PHAT - NGUYEN VO LE NAM Tei phiéu xanh: Thug Ig va kh6 kn 4 phat trién 6 thi truéng ching khoén Viét Nam Green bond: Advantages and Challenges for developing the green bond market in Vietnam... 427 433TAP CHi CONG THUONG HOAN THIEN HOAT DONG MARKETING SAN PHAM LPG DAN DUNG CUA CONG TY CO PHAN KINH DOANH KHi MIN NAM - TU GOC NHIN SWOT @ HA NAM KHANH GIAO - HOANG MANH HUNG: ‘TOM TA’ Nehién cit sir dung eéng ey SWOT aim dim ra nbing diém manh, diém yéu dng thoi nhin dinh nhitng co héi va de doa tir mdi trudng bén ngodi déi véi nhiIng hoat déng market- ing cia Cong ty 6 phn Kinh doanh Khi mién Nam (PVGas South). TW a6, 8 xu mOL SS gid phép chi yéu nhiim hoan thién hoat déng marketing sin phdm LPG din dung. Kéi qui cho thdy, PVGas cfin chi trong dén chién luge sin phim, chim séc khéch hing, truyén thong, mé rong thi wing ‘Ti khéa: Hoat dng marketing, sin phim LPG dan dung, SWOT, Cong ty of phn Kin doanh Khi mién Nam, 1.Mé aiu LPG din dung la mot sin phidm khéng thé thiéu cho bat kj mét nén kinh t€ néi chung hay nganh kinh té néi riéng mio, céc sin phim LPG din dung 18 nhiing sin phdm duge sis dung trong sinh hoat hing ngiy cia hé gia dinh, quin in nhé hay cde nha hang, cfc xuing sin xufit c6 quy mé nhé hode vita. di vdi Céng ty e@ phan Kink doanh Khi Mién Nam (PVGas South), trong abiing nim vita qua hhoat ding matketing cing dude cée nb’ quan tii quan tam, tuy nhién, vin cd nhitng han ché nat din. Tir d6, nghién citu viéc hodn thign hoat dong marketing sin phdm LPG din dung cba PVGas South tré nén cn thidt 2. Co sé If lun vé marketing trong doanh nghiép 2.1. Khdi nigm Higp hoi Marketing Hoa KY (America Marketing Associate-AMA) cho ring “Marketing JR mot qué wink hogch dinh va quan IY thye hign viée dinh gid, chiéu thi va phan phéi cdc ¥ tudng, hing héa, dich vu ablim muc dich tgo ra ede giao 366 $6 11 - Thang 6/2019 dich dé thda man nhiing myc tiéu ea e4 nhiin, hfe va xa h6i", ‘Vigna Marketing Anh quée (UK Chartered In- stitute of Marketing) khéi guat: “Marketing Ii qui trinh té chife va quia Iy ton bo céc hoat déng sin xut-kinh doanb ti vige phat ign ra nbu edu thue suf cia nguti tiéu diing vé mét mat hing cu thé én vige sin xudt va dua hing héa dé dé nguii tieu ding cudi cing nim bio dim cho cng ty thu duge loi nbusin niu dy kién." (Gundlach va cong su, 2007) Koller & Armstrong (2010) hing dink: ‘Marketing la tién winh qua d6 cé nhan va ¢6 chite 6 thé dat duge nbu cfu va uée mun théng qua vige séng tgo va tao déi sin phim va gid ti gia ce ben” 2.2. Quin tri hoat dong marketing ‘Quin tri marketing dude dinh ngbia nhu li “se phan tich, lap k€ hoach, thuc hign va diéu Khién ‘cic chién luge, chutong tinh marketing nhim thye hign ede trao 481 mong mud véi thi truéiag mvc tigu dé dat duse cée muc tiéu cia doanh nghiép”.Néi cdch khac, quai tri marketing Ia qué tinh xie inh céc muc tiéu marketing cho mot 18 chifc, lip ké hoach va thu hign ede hoat déing nim dat mue {iu va do luting thinh cong ela ede ké hoach hoat ong d6 (Kotler, 2002) 2.3. Tigu chi dénh gid higu qua hoat dong mar- keting Céic nghién es ude day da tng két khodng 150 chi tiéw danh gi hieu qua hoat déng market- ing. Tuy nbién, cée nghién ctu cing cho thay cée doanh nghigp chi yéu sit dung cfc ehi tiéu do Iuging, nb: (1) thai d6 khéch hing; (2) ban vi hich hang; (3) thi mang; (4) e&e chi tiéu fi chinb (Amber va céng st, 2004) (Bang 1). Bang 1. Céc chi tiéu dénh gié hoat dong marketing ‘vi vén chi s@ hitu 18 208.254.403.247 déng. Ngdy 15/11/2007, e6 phiéu oa Cong ty chink thitc niém yét én Sin Giao dich chitng khoén Ha N6i, di {én think Céng ty e¢ phn Kinh doanh Kbi mién Nam, chuyén kin doanh khi héa ling va cée sin phim du kh 3.2. Két qua hoat ding kinh doanh cia Céng ty Bing 2 cho thy két qua hoat déng kinh doanh, cia PVGas South gisi doan 2015-2017. Trong cd cfu doanh thu theo sin phém, LPG (76,1%) va CNG (19%) vn Ia 2 sin phim kinh doanh chi Ive ciia PVGas South (nam 2017). Dy béo trién vong kinh t& thé gidi sé tgp tuc kia quan va Vigt Nam KY vong sé duy tr ting tring GDP 8 mite cao (6,8%), thi tewting edn nhibu tiém nang va tién vong tich ‘Thai d khach hang Thy trudng cue cia nén kinh t@ sé 18 dong Mae 48 nin biétthuong hiéu ‘Sy phi hgp san phim véi khéch hang Mic dé kde bigt héa duge nan thie Nova thd vé chat lueng ‘88 thich Mio d6 théa mn khéch hing Lang trung thanh ea khdch hang Gi tigu khach hang v6 doanh nghi8 Th phan Doanh s6 ban cho kn hang mél Xu hung doanh thu 6 ugg khch hang ‘6 lugng khich hang mél Pv ‘Tai san thucng higu ‘86 long khach hang tién nang Gia, €9 co gian cla gia lye thie dy hoat dng kink doanh cia PVGas South trong nhing nam sp tdi, 3.3. Ma tran hinh anh canh tranh Gas South (PGS) 18 Cong ty €6 thi phn cung ep gas Ida nhét mién Nam (Bang 3). Hanh vi koh hing Tai chinh Voi nhiag tiém ning 1én 46i véi nén kinh t& va cudc ‘86 khch hng phn nan 6 lin giao djch cia méi khéch hing Dang vén C8 tue Li nhudin’ Kha nang sin Ig Téng loi nus bién Li nhuain xhch hang Téng li nhuan bin Khach hang Gia ty vang di koh ang sng, thi trvng kink doanh LPG ngiy cing ching kién sv xudt hin cba nhiéu cong ty canh tranh. Sy gép mat céa cdc tip doin da quéc gia, cae hing LPG Idn 6 tiém lye vé ‘a, vé kinh nghiém sin xudt Nguin: Amber va. cng si (2004) 3. Phan tich swot hoat ding marketing tai Cong ty e6 phan Kinh doanh Khi mién Nam 4.1. Téng quan vé Cong ty 6 phn Kink doanh Khi mién Nam Tign thin cia Cong ty e@ phiin Kinh doanh Kht hhéa léng min Nam la Xi nghiép Kinh doanh cée sin phdm Khi mién Nam true thude Cong ty Ché bign va Kinh doanh sin phim Khi (PV Gas) duse thanh lap theo Quyét inh s6 389/QD-HBQT ngay 28/03/2000 ea HGi déng Quin tri Téng cong ty Dau khi Vigt Nam. Ngay 12/04/2006, Céng ty Kinh doanh Kh héa léng mién Nam (PV GAS SOUTH) Chién luge tham nhap 2, Nigm tn cia khich hang Hoan thign chin luge van héa | thy truong 3. Hinh nh thuang higu 4, Sy géin bé, tinh doan két ela nan vién trong cong vige 5, Nguén nh&n lye tré nhigt tinh, t€n tam véi cng 6. Ngusn nian uc quan Wy cp cao 66 kin rghigm va chuyén mén 7. Hé théng quan Iy sn xuat va quan tr} doanh nghiép nin da 8, Nang We ti chinh mann doanh nghiép > Chién luge s&n phd >Chién luge an toan ‘rong san xuat, van han ic am yt WD 1. Ba dang héa san phdm 2. Chat lang nguén nn he 3. Nam bat nhu eu aa keh hang 4. Cam két cila nhan vién véi t6 che 5. Vide phat tin ng lv, kh ng sng tao tia man vien 5. Chim sie va gn kt khach hang, 7. Céng tac truyén théng, quang ba hinh anh 8. Ung cung cng nghéthéng tn, mang xa ha ‘9. Tang trudng Ioi nhuan chua én dinh, déi mat ‘vGi rll ro hoat dng va tai chinh 10. Higu qua kénh phan phdi (Chin lide WO => Chin luge duy tri va phat trién guén nan ue => Chién luge tng dung cdng nghe thong tin CChién luge déi vai céng tae tai cin ‘Chin lige WT => Chin luge cham séo kino hang => Chigin luge phat trién kénh phan phi =>Chiéh luge tal ou tte md inh quan 1. kinh doanh Nawin: Téng hop cita nhim téc gid $611 - Thang 6/2019 371TAP CHi CONG THUONG Bang 8. Két qué Ma tran QSPM 6 va nhfin dign thug higu cao, Céng ty ciing tich eve tham gia ‘asPM Bigmes | Lua] cc hoi chg, festival dé dua hinh hap dén | chon | an dnucmg higu, sin phidm dén hm SO in ngudi tiéu ding; thye bién ‘Chin huge xi ten, truyén thing, 1 | @ pong ae ne anh cing hang gt", “Doanh hin va thing Fan i ci We van Ra dan afi 1 [0 Neu" nhden quing bé sin phd Nhémn ST uy tin thueing higu, hd tra eée Tong (Chighiuge tram nap hy ong Tao | S| dai iyi ty gioi thieu hioh anh (Chigh luge sin phim m6 | w aire veeng chim sé (Chih luge‘ foan trong san wv van nh 190 tndchnang on Nhémm WO _ Xay dung ofc gidi phép cung ‘Chih luge dy va phat ibn nguBn nian ue 148 cp dich vu Kich ing én hin iu ge ng dung cing nahé thong be ‘va déng bo su thsi ban bio hiém, Grin lie ng dung cong pane thong wef ‘ty khau Khai thc, gdm dinb béi ‘ih luge di vt cbng ta ai chink 145 [@ | thudmg toi ode dich vu aid tj ting Nha WT them sau ban hing. (Chih luge cham sBe Kndch hang 1 | @ Hin hgn bf thing do ng sy thda min cia khich hang ‘Chih luge phat Win KBnh phan ph We] Pycue sou nen thitng auven (high huge 8 edu trie m6 hina quan Weinhdoanh | 145 | M_| thong qua céc cude hop so ket. ‘Neudn: Tong hop cia nhim tae gid Cée ké hoach truyén théng cla PVGas South duige xy ding trong giai doan dai han, trig Khai dng bo, thong mbit trong toan é théng va duse xéc dinh 15 eée muc tiéu va hea chon ee phitong te ruyén théng higu qua va hgp If. PVGas South nén tip tuc duy wi céc hoat d6ng quing bs thing higu, nl: Phat t ri, chay roadshow, quing co trén min binh LCD... Quang céo trén truyén bin, théng tin vé chwong tinh khuyén mai wen céc kénh: VIVI, VIV3, VTV9, HTV7, HTV9, SCTVI4...Quing e&o trén céc phuting tign bio chi, bao gém: trang béo gigy (Thanh nién, Tuéi tré) vi céc trang bio online: thankaien.va; tuoitre.com; vnexpress.net...Quing céo tén céc kénh trayén théng, mang xi h6i nhut facebook, youtube, banner trén cic website, phit radio tren céc kénh VOV (FM99.9), VOH (FM95.6). Truyén thong noi bd cling dite trién khai nghiém tic va chuyén nghigp ti Cong ty dén cée chi nbn. Cée standee, bling r6n, t@ roi inh anh vé chung tinh Khuy€a mai déu duge trang bi tai tit ed cita hing trac thud Céng ty va tit cd ita hang dai Kan tai céc tinh thanh ph. Thing mbt va trign Khai dé cée chi nbénh miu thiét ké bing higu cia eéc cita hing true thude, dai f, tng dai ly 4€ ta0 tinh dng 372 $611 - Thang 6/2019 sng hop nhan dint cia nib, qua it If vi tip xc v6i khéch hing, dint gié sy nin nbn cia khéch bang vé binh anh dich vy cia céng ty, qua vige tign hank eée euge nghién cifu thi tuting, nhut phong van khéch hang, chuyén gia trong aganh,thué cfc cong ty nghien cit thi twee. ‘Thi¢t lap duimg day néng hose tung tim dich vy khdch hang qua dién thoai nhlim gidi dép moi théc ie va dua ra § kign ty vin cho khéch hing mot céch kip thei d6i voi moi van dé lién quan téi sin phim bio hiém cia Xuan Thanh; Nhanh chéng, chinh xéc tong vige giti quyét bi dust, Khia nai ‘cho khich hang 4.15. Chign age th nh thi traimg Hoan thién xay dung hé théng thdng tin marketing, Théng tin thu thép sé bao gdm: gid ci, chit lugng cia nguyén vit iu, trang thigt bi xay ‘dung: tinh hinh kinb té, chinh tr, phap Iuat trong va ngoti aute; vé khéch hing: buo gdm khéch hing F ngui si dung vi ede esi du ty, Cin dm hidu vé si thich, mong muén, thu nh§p, tam If ela khéch hang \img kbu we. Céng ty cin ¢6 ké hoach 16 chie nghién ctu marketing theo dinh ky, phdi hop ding bo va tigtkigm, ‘Cong ty edn xay dymg phing ban marketing, link «840 Th ngudic6 Ady di chuyén mon, kinh nghigmquin Iy va c6 nhiing chign huge cu thé nkfim dua chon nbiin vien marketing duge do tao chink quy, ddoanh nghiép phét ign, oo cfu 16 chic phong 6 tinh d6 higu bidt, o6 nang luc va kinh aghiém marketing tinh gon higu qui Va khoa hoe; Tuyén oat dong, 6 rach nhiém cao wong cong vige m PALLIEU THAM KHAO: 1. Amber, T, Kokkinaki, F, and Puntoni, 8, 2004) Assessing Marketing Performance: Reasons for Metrics Selection, Journal of Marketing Management, Vol. 20, April, pp. 475-498. 2. Gundlach, Gregory. Lauren G. Block, and William L. Wilkie, eds. (2007), Explorations of Marketing in Society. ‘Mason, OH: Thomson Learning Systems. 3. Ip: /hwww pas.comynd 4. hup:/twww pon wPages/detail aspx?NewstD=a6435007-efed-4Ode-89e5-97fa29eaf148 5. huips:howw facebook. com/PVGasSouth/?_tn_=%2CA%2CP-Ré&eid =ARBSMaOPr79U77 thaw UwMg_UI2 far pfr8lvjSoxfGomRbCfit JLOIsCHd9KGmDTSKIh_ZyPyVsceTG 6 Kotler, P. & Armstrong, G., 2010, Principles of Marketing 13th ed. New Jersey: Prentice Hall Ngay nha bai: 17/5/2019 Nei phan bign dimh gi va sn chita: 27/5/2019 Nei chip nhin ding bai: 7/6/2019 Thing tin récgi 1. PGS.TS. HA NAMKHANH GIAO ‘Truting Khoa Van tai Hang khong, Hoc vién Hang khong Viet Nam 2. HOANG MANH HUNG ‘Cong ty C6 phan Kinh doanh Kh{Mign Nam IMPROVING THE MARKETING ACTIVITIES FOR LPG CONSUMER PRODUCTS OF PVGAS SOUTH JSC BY USING SWOT ANALYSIS. © Assoc. Prof Ph.D HA NAM KHANH GIAO Dean, Department of Air Transport, Vietnam Aviation Academy © HOANG MANH HUNG PVGas South JSC ABSTRACT: ‘The SWOT analysis was used in this study to find out the strengths, weaknesses, opportunities and threads from the external environment which impact on the marketing activities of the PVGas South JSC. Then, the study proposed some solutions to improve marketing activites for LPG consumer products. The results showed that PVGas South JSC needs to concentrate on its product. strategy, customer service, communication, and exploring new markets. Keywords: Marketing activities, LPG consumer products, SWOT analysis, PVGas South. $611 - Thang 6/2019 373