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r^ix . PHAT
TRIEN KINH TE
So
28S,
T h i n g
MUdl Mpt
nam
2012
HOAT D O N G TAI
K I N H
BAN LE H IEN D AI
a
THANH PHO HO CHl MINH
Lt T A N
BCPU
& B O ITHANH
TR AN G'
Trong cdc ndm qua m^c dit tm h Itinh kinh tS thSgidi vd kinh te
trong nw cg^p nhieu khd
khan nhu-ng tong muc bdn leciia VNvdn dr}t dm^c tangtrir ng cao,
binh qudn tangtrudmg hdng
ndm khodng 28 . Tuy nhien, thj trir ngbdn Ic
7V
noi chung vd TP.HCM van chua thu hut cdc
nhd dau tirbdn lenSi tieng ciia the
gi&i.
Nghi nciru ndy nh dm phdn tich thue tr^ng hoqtdgng
bdn le vd khd nang thu
liut
khdch hdng cua kenh hdn le
hi^n dqi tgi
TP HCM
Nghien cuu
dasd
dungphu-mgphdp thong ke mo td dua trin nguon thong tin thuc p vd
khdo sdt 267khdch hdng
di' ddnh gid khd ndng thu hu t khdch hdng den mua sdm tgi kenh
bdn lehifn dgi cua TP.HCM
dua tren cdc tieu chi ve chiing loai vd chat lugng hdng, vai
trd
v/
tri cua kenh bdn lehifn dai,
tru-ngbay hdng hoa, gid cd hdng hoa, cdc hogt dgng khuyen mai,
vd chat lu^g phftc vu cua cdc
diim bdn thugc kenh bdn lehi^n dai. Nghien cuu dexudt mgt so
gidi phdp nham gop phan phdt
trien kenh phdn phoi hien dgi.
ir khoa: Tinh hinh bdn le. kenh bdn lehi^ndai. sieu thivd trung
tam thuang maiTP HCM
1 l ong
quan
Nam 2011, tong miic ban le cua cd nuac dat gan
2.000 nghin ti dong tuong duang 86 ti USD, dong
gop 15-16% tongsanpham quoc gia (GDP). Vdi thi
truang c6miicdan so gan 87 trieu ng uai thi nhu cau
tieudiing chac chan se tang truang nhanh trong cdc
nam tai vaId thi truang tiem nang cho cdc nhd dau
tu bdn le. Theo cam ket ma cua thi truang bdn le khi
gia nhap WTO, VN da chinh thirc cho phep cac nha
dau tu nuac ngodi tham gia vaoITnhvyc na y, nhimg
tinh den thai diem
hi?n
tai thi truang ban le VN van
chua xuat hien nhieu cong ty kinh doanh bdn ic noi
tieng the giai. Mac du chi so phat trien ban le todn
can (Global Retail Development Index - GRDI) cua
VN lien tyc rat hang trong cdc nam qua, nhimg xet
trong 10 nam tir
2002-2011,
VN dugc x6phangthii
9 trong 10 quoc gia c6 miic hap dan thi truang va
toe do phat trien hdn le cao nhat. Theo du hdo cua
Cong ty AT Kearney, thi truang ban le VN dang cd
siic hiit nhat dinh, nha quy mo thi trucmg cung nhu
so lugng nguai tieu dung, vd kenh ban le hien dai la
xu hyang phdt trien tat yeu trongtuijng ai. Trong
boi canh suy thoai kinh te va mue do
c^nh
tranh
ngay cang gay gat giira cdc cong ty trongnucrcva
cong ty quoc te, de phat tnen hoat dgng bdn le, &
bipt Id
kenh ban te hien dai mang tinh ben viing, can
xemxet buc tranh tong the thyc trang qud trinhphat
tnen trong cdc nam qua. Do v^y, myc tieu ciia
nghienciiunay nham phan tich tinh hinh bdn le cua
VN va TP.HCM trong nhiing nam qua vd nhimgM
do ma khdch hang thuang xuyen mua sdm tai kenh
bdn le
hipn
d^i,
dong thcri de xuat cdc gidi phdp phat
trien kenh bdn le hiendai theo hucmg van minhhien
d^itrong boi cdnh hpinh^pkinh te the gia i.
Phu'tfng phap nghien cu'u
Nghien cuu nay dugc thyc hien thongqua
phucmg phap phan tich cdcs6 lieu thong ke ve tinh
hinh bdn le ciia VN va TP.HCM tir nam 2007dfin
2011,
phan tich nguyen nhan vi sao tinh hinh
banle
cua VN bj gidm siit, thi trucmg ban le ciia VN van
chua thu hiit cdc nhd ddu ban le noi tiengciiathe
giai. Ddng thai, nghienciiudasiidung phuong ph^
thdn g ke mo td thong qua khdo sat 267 khdch hang
thuang xuyen mua sdm tai cac sieu thi vd trungt&n
thuang mai a TP.HCM,
gdm
c6 Co.opmart, BigC,
Vinatex, Maximark, Lotte Mart, Diamond Plaza,
^
c aHpi a
T HA CH
THircD P I
V ^
^
N G AN H T H U O N G M A I-DICH VP VN
TS.
Tnrdng
Dai hgc Kinh
t4
TP.HCM
Email:
[email protected] [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]
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P H A T T R I E N KINH T E
S o
2 6 5 ,
T h i n g
Muai Mpt
nam 2012
Parkson, Vincom. Mau nghienciiue6tl Ipnuchi6m
80%va namId20%,thiic te quan sat tai cdc sieuthi
va trung tam thuang mai s6 lugng nu den mua sdm
gap
4
lan
so va i so
lugng nam . Phdn lan cdc ddp
vien la nhung nguai thucmg xuyen mua sam tai cdc
sieu thi va trung tam thuang mai, trong d6 tren 20%
dap vien c6 tansudt di sieu thj vd trung tdm thuang
mai la 2 lan frongtudnvd 35% dap vien di mua sdm
khodng 1tuan/ldn. Nghien ciiu nay tap trung vao
phan tich khd nang thu hut khdch hdngt?i kenh ban
hanghipnda ia TP.HCM dvra tren khdo sdt cdc yeu
to nhu chiing loai vd chat luong ciia hdng hoa, gid
ca, vi tri, trung bay, khuyen mai, va thai dg phuc vu
ciia nhan vien, Bdng 1 cho thay mau nghien ciiu c6
tinh dai dien cho ddm dong nghienciiukhi phan tich
kha nang thu hut khdeh mua sdm tai kenh bdn le hien
datcua TP.HCM.
Bdng 1. D ctfnh cua mSunghldn cdfu
.,1 Phantram
Tanso y j
Gioitinh
Nam
TongC9ng
20,2
100,0
Tansuit
1 tuan1 lan
2 tuan1
l n
3 tuan 1
lln
40
35,6
22,3
15,0
1 thdng1 lln
15
Tong
c^ng 267
sdn am dam, chiing khodn sut giam, doanh nghiep
thieu von, sdn xuat dinh tre, lao dgng khong vipc
1dm gia tang... da dnh hudng true tiepsiicmuaciia
ngu^i
tieu diing vd thi truang bdn le tren cd nuac
n6i
chung vdTP.HCM noi rieng. Tinh den cu6i nam
2011, tong miic bdn 16 hang hoa vd dich vuciia ca
nude dat2.004 nghin ti dong tuang duang 95 ti
USD, tang 24,2% sov6inam trudc, neu loai trir yeu
to gid thi tang 4,7%. Trongtdng miic hdng hod ban
16vddoanh thu dich vytieu dung thi kinh doanh
thuang nghiep dat
1.578,2
nghin ti dong, chiem
78,8%) va tang 24,1% sovai nam trudc; khdch san
nhd hdng dat 227 nghin ti ddng, chigm
11,3%
va
tang 27,4%i; dich vydat 181 nghin tiddng,chiSm
9,0% vd tang22,1%; du lich dat 18,2 nghin ti ddng,
chiem 0,9 i
vd
tang 12,2%. Kinh t nhd nuac dat
219,2 nghin
ti
ddng, chi6m 10,9% tang 29,4%
so
nam trudc. Kinh te ngodi nhd nu de dat1.728,1nghin
ti ddng, chiem 86,3%i, tang 23,5%(;Kinh
te
cd vdn
dau
tu
nua c ngodi Id57 nghin
ti
ddng, chiem 2 ,8%
tang 18,4% (Men gidm thong ke ndm 2011).
Xet
trong giai doan
5
nam
tir 2007-2011,
miie tang
trudng
binh quan hang nam
-
CAGR (Compound
Annual Growth Rate)ciiatdngmiic luuchuyen hang
hoa ban le va dich vu
la
28 % . Nguyen nhan chinh
ciia su phat trien ndy Id do tdc do tang trudngciia
n6nkinh te kha dn dinh, quy md thi trudng dugc md
rpng tir nhiing nam truac, cimg vdimiicdan sd xap
xi 87trieu ngudi, nhu cau tieu diing tang timg nam
vd 70%) thu nhap ciia ngudi tieu dimg
la
ddnh cho
mua sam,
ddi
sdng nhan ddn tiing budc dugc
cdi
thien d hau
h6t
cdc viing mien cu a cd nud e.
Nguon:Ket qua khdo sat
3. Thu'c trang tinh
hinh
ban
le
cua VN
va
TP.HCM
3 1 inhhinh bdnlecua VN
Trong nhung nam qua, kinh te the gidi cd nhieu
khd khan
da
tdc ddn g k hdng nhd den nSn kinh
te
VN, tinh hinh lam phat trongnude tang cao, nhiing
dduhieu bat dnvkinht8 vTmo,lai suat ngan hang
tang manh, ti giaVND/USDcung nhu gid vdngbidn
dpnglien tuc vaWidng 6ndinh, thi tnrdng bat dpng
lo ng mu Cban le Tangtru ffng( j
2 500
2.000
1.500
1.000
500
M^^36K
^ 004
^ - fjff
1 1 1 1 1
r 40
30
2 0
1 0
2007 2008 2009 201C 2011
Hinh 1.T6ng miicban le hang hda, djch vu vdtoe
dotangtru'cfngcua canUdc
NguSn:Nidn
giam Tong
eye
Thong
k6
qa Hpi
THACHTHI>CO6I
vd i
^
NGANH THUON G
MA I
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m
. a A T T R I E N
K I N H T E
Theoc;iin ket vdi Tdchiic Thuang m i The gidi
(WTO), VN da md ciia thj trud ng bdn 16 tir ngdy
1/1/2009 nhung cho den nay, cdc t^p dodn Idn ciia
nude ngoai chuyen kinh doanh trong ITnh vyc bdn 16
chira dau tu md chi mdi tham
dd,
tim hien khd ndng
thi trudng dev^ch ra chien luge dau tulau dai han.
Danhgid muc dp hap danciia thj tru dng ban 16, cdc
nha dau tu thudng can cir theokciqud nghienciiuve
chi sd phdt trien kinh doanh ban le todn cau (Global
Retail Development Index - GRDI)ciia hang tu
v^n
My A.T. Kearney hdng nam th\rc hipn khdo sdt
t^i
30 quoc gia c6 nen kinh te mdi noi. Chi so GRDI
dugc xay dung dya theo thang diem 100, va chia
thanh bdn nhdm Idn, deu ed trgng so
giong
nhau la
25%, thitnrdngndo cd diem so cdng cao cd nghTa Id
do hapdinvd trien vpng phdttridn ciia thj trudng dd
cdng
Idn.
Bdn tieu chi
ciia GRDI
bao gdm: (1)
Miic
dp rill ro qudc gia va nil ro kinh doanh (Country and
business risk), trong dd 0 diem Id nii ro cao va 100
diem la nii ro thap; (2) dp hdp din ciia thi trudng
(Market attractiveness), trong dd 0 diem Id do hap
ddnthdp va100 digm la dp hdpdin cao; (3) dp bao
hod
ciia
thi trudng (Market saturation), trong dd 0
diem la bao hod va 100diem Id khong bao hod; vd
(4) dplucthdi gian (Time pressure), trong dd 0di6m
la khdng cd dp luc ve thdi gian vd 100 diem la cln
khan trucmg tham nhap thi tnrdng. Thdng 6/2012
A.T.Keraney da cong bd chi sd thudng nien phdt
trien ban le toan cdu (GRDI), vdi ket qudlaVN tir vi
tri thii 23 nam 2011 da rai khdi Top 30 qudc gia
dang phat trien cd thi trudng bdn le sdi dpngnhlt the
gidi. Day da
Id
nam thii tu lien tiep VN
tyt
h^ng
trong danh sdch nay. Nam
2011,
VN rdt 9 b^c xudng
thii hang 23 trong tdng sd 30
n^n
kinh te mdi ndi
dugc khdo sat, sau cd Sri Lanka, Mardc. Kazakhstan
va thua xa Trung Qudc hay An Dg. Trong dd,miic
dg hap dan thj trudng Id8,4 ., chimg to thj trudng
ban 16 VN chua thyc sy hap dan ddi vdi nha dau tu;
mire do nii ro qudc gia vd kinh doanh la 35%; dg
bao hod
ciia
thi trudng
Id48,8%;
dp lye thai gian la
85,1%,
vd tdng
di6m
GRDI la
44,3%.
Nam 2008,
VN tang 3 bac, vugt qua An Dp
d^
trd thanh thj
tnidng hdp din nhdt the gidi, nhd kinh t6 tang
tnidngmanh, the che chinh sdch cdi tien theo hudng
thanthifin vdi nhd dau tu nude ngodi. Den 2009, thi
trudng ban16VN chi diingthii6v6 miicdg hap dan^
vd rdi xa Top 10 vao nam 2010. Cdc chuyen gia cho
rdng yeu k6m trong ca sd h tang vd chi phithut
m t bdng qud cao dang Id rdo can doi vdi cacnha
bdn16 nude ngodi.Miicdgc?nhtranh ngdy canggay
gdt cung 1dm cho cdc nhd dau tu nude ngoai kho
tham gia. Th\rc t6 thj trud ng bdn le VN cd sy giam
Slit tirvai nam nay, nguyen nhan Id dokhiinghoang
kinh te vT md da dnh hudng den siic muaciia ngucn
dan, vd hdng loat doanh nghipp ban le phai ddng
ciia. Theo bao cdo cua A.T.Keamey ndm 2012, cac
n6n kinh
t^
mdi noi nhu Brazil, Nga, TrungQu6c va
An Dg Id nhiing thj trudng thu hiit caonbdtdoi vai
cdc hang bdn 16 hdng dau the g idi. Them vdo do, v6i
nhim g qudc gia m di noi nh u Georgia, Oman.
Azerbaijan, Botswana va Mdng Cd, cac thi trudng
ndy cd quy md nhd, nhung d^c bipt hap dan do so
ngudi gidu tang nhanh vd cdc c dng ty kinh doanh
bdn le dang c^nh tranh quyet
lipt
de tham nhap thi
trudng. A.T.Keamey da cd nhiing nh^n dinh rSng
cdngnghp dang 1dm thay doi hudng kinh doanhcua
cdc hang ban le
t^i
nhiing thj tnrdng mdi noi.Kj'
vgng va hanh viciia ngudi tieu diingcilngdangdin
trd nen khdc biet do nhiingbienddi ve kinh tevatoc
dp tiep can thdng tin. Ngucri tieu diing
hien
da
c6 y
thirc cao ve nhan hieu, hdng hoa vd lien hech t che
han vdi cpng dong. Thuang mai dien tir va ban le
hicn dai dang dan vugt qua hinh thiic ban letruyfin
thong.
Mac dii chi sd GRDI ciia ciia VN lien tuc rot
hangU-ong eac nam qua, nhung xeto-ong10 ndm tir
2002-2011, VN dugc x6p hang thir 9 trong Top 10
qudc giamiichap dan thi trudng vd toe do ph^triln
bdn 16 eao.
NGANHTHirONG MiiJ 0|CHVpVN
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PHAT TRIEW KINH
T E
Bang 2. 10 quoc giadu'pcxeph^ngcao ve chisd
GR DI trong 10nSiti
H^ng
Quae
gia
H^pd i n
th itr ui ng ^inVfi
Phat Rui ro qudc
trien gia & kinh
doanh
1
2
3
4
5
6
7
8
g
10
Trung
Quoc
U A E
Kuwait
Nga
Saudi
Arabia
An
O p
Brazil
Th6 NhT
Ky
Viet N a m
,
Chl L
37,0
38,8
31.4
30,4
25.6
25,8
23,6
21,3
23,3
16,4
14.3
8,2
7,2
8,1
7,4
8,0
7,5
7,3
6,9
8,3
10,1
11,9
9.9
7,8
10,9
8,2
9,0
8,8
7,1
12,2
61.4
58,9
48,6
46,4
43,9
42,0
40,1
37,4
37,3
36,0
Ngudn: AT Kearney, Global Retail Development Index
(GRDI), 10 Year Retrospective 2011
Theo bao cdociiaAT Kearney, trong 10nam VN
dugc xep hang trong top 5 qudc gia (gdm Trung
Qudc, An Dp, Nga, VN, Chi Le) cdmiicchi tieu ban
le tinh tren ddu ngudi (Retail spending-CAGR 2001-
2010 per capita) cao han miie trung binh la 9%
(CAGR 2001 -2010 per capita ciia VN la 12%) vd
tdc dp tang trudng binh qudn ban le ciia kenh Men
dai tinh tren ddu ngudi cua VN d
miic
28% so vdi
miic trung binh Id 20%. Theo danh gid eua AT
Kearney, thi trudng ban
16
VN van cdnsiic hiitnhat
dinh, nhd quy mo thi trudng va sd lugng ngudi tieu
diing tang nhanh. Du bao den cuoi nam 2012, thi
tnidng bdn le VN c6 the dat quy md 113 ti USD vd
dan sdlen tdi gan 89 trieu ngudi. Neu dn dinh dugc
kinhtS
vT
mdvd khdi phuc dugc su hap dan cua thi
trudng, thi tinh hinh bdn 16 cua n ude ta se tang
nhanh trong nhiing nam tdi.
2 S %
T m i i i ;
Qiicic
5 2
1
n DO
4 8
1
cJ
2'K,
Vi i - l N a n
Mvfc iriinti
binh 2(1%
1 2 %
C h l a
Hinh 2 . Xep
hpng
Top 5 qu oc g ia ve
toe dO
tdng
tr i /dng
b l n h q u a n b a n \h ciia k e n h
hi^n dai
g ia idopn 2002-2010
Ngu6n; AT Kearney, Global Retail Development Index
(GRDI), 10 Year
Retnaspective 2011
3.2.
Tinh
hinh bdn le cua TP.HCM
Tdng miic ban le hdng hoa dich vu nam 2011
cua TP.HCM dat 459,5 nghin tl ddng, tang 23,5% so
vdi nam
2010,
chiem VA tdngmiic luu chuy6n hdng
hoa ban le cua ca nude, Loai trir ySu td bien ddng
gia tongmiicbdn 16va doanh thu djch vy nam2011
tang 7,2%,miictang cua nam 2010 la 17,8%.Trong
giai doan 5 nam tir
2007-2011,
miic
tang trudng
binh quan hang nam - CAGR (Compound Annual
Growth Rate) ciia tdng miie luu chuyen hdng hda
ban le va dich vu I P HCM la 24%.
5on
3(1(1
i(in
T i . , . , .
- S ^ ^
U
.. - ^ T . . . . .
ir^
14H
....
: o .
Hinh 3. Tongmii'cban le hang hoa, djch vu vatoe
dp tang tru dng cua TP.HCM
Ngudn:
Nien
giam
Tong
cpc
Thong ke
Doi vd i kenh bdn 16 hien dai tren dia ban
TP.HCM, tinh d6n cudi nam 2011 cd 99 sieu thi,
gdm 69 sieu thi kinh doanh tdng hgp va 30 sieu thj
kinh doanh chuyen nganh. Trong dd, 92% sieu thi
thugc sd hiiu cua cac loai hinh doanh nghiep trong
nude
vd chiem ti trgng6S tdng vdn dau tu sieu thi
tren dja ban; chi cd 8% thude doanh nghiep ed vdn
dau tu nude ngodi nhung chiem den 32%)tong vdn
dau tu sieu thi. Tinh den nay, TP.HC M ed 28truiig
c a
npi
&THACH
THiic Qpi vdi
m
NGANHTHiraNG
M i
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PHAT TRIENKINHTE
So 265, Th ing
MUdi
M l
nam
2012
Bang 3: B in hgli thiTc tr?ng kha nSng thu hut khich hing mua
sSm
t^l k^nh
b in Ic
hl n
d ;l
ciia
TP.HCM
Bien
quan sat
Dlin glil
HH1 HSng h6adadang,chungloaiphongphii
HH2 HSng h6ac6nhlAunhanhl$u rifing v&phongphii
HH3
HAng
hda
Iu6n ludn
day du
vd
c6
nhi u m$l hAngm*i
HH4 H^nghda cd nhan
m^cv ingu6n
g6c
xu^t xii
HH5 HAnghda d uvcbSyban cdchit luvng tit
4,1348
4,0449
3,9738
3,9363
4,0000
Dp
lech chuin
0.6579
0,7136
0,7429
0.7656
0,7044
GC1
Gid
cd hdng hdad'
sieu
thi phu
hep
vdi chit
li/(rng
GC2 Gid ca hdng hda
d
trung tdm
thuong mgi phO h{?p
vdi
chit li/grng
GC3 Gid cd hdng hdadl^dc nidmyk rd rdng, khdng bj tdm If mua gid
cao
. Gidcd hdng hda taisiduth j, trung tdmthirangmai khdng mdc hon
so vd i
cdc
ndi
bdn khdc
3,8127
3,7715
3,8352
3.9738
0,8816
0,8107
VT1 Vi tri thudn lien dilai
VT2 Vi tri gan nhdhodcgannotIdmviec
VT3
Sieu
thi va trung ti m
thifong mai
rpng
rai
vd khang trang
VT4
Nci
mua sdm
sachse,
thodng mdt
VT5 De ddng tiep can diem ban Id
3.8464
3.809
3.9064
3.9513
3,8951
0.7826
0,7786
0.7825
0.6838
0.6520
TBI Hdng hdadifcctnrng bdydep 3,7566
TB2 Hdng hda de thdy,dSIdy,dS tlm 3.633
TB3 Hdng hda
du'pc
xep dat theo
tCrng
qudy hdng vd c6
hi^dng din
rd rdng 3.8614
TB4
Tliudn Ben
mua
hdng va
tinh tien 3,7978
0.9241
0.95
NV1 Nhdn vidnludn s3nsdng phuc vu khdch hdng
NV2 Nhdn vidn giaiddptdntinh cdc thdc mdccOakhdch hdng
NV3
Nhdn vien thdn thidn.vuive
NV4 Nhdn vien l|ch
si,r
gidp6dkhdch hdng
3.7491
3.8202
3,6742
3,6779
0,7103
0.7290
0.6565
0.6612
KM1
Sieu
thi vd trung tdm
thi^ong
mai cd
nhidu chi/ong
trinh
khuy4n mdi
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P H A T T R I E N K I N H T
So
265,
T h i n gMirdl Motnam2012
tam thuang mai,vdi cdctrung tamIdnnhuDiamond
Plaza, Parkson, Vincom,NowZone,ZenPlaza.Ben
canh su phdt tri^n ciia cac sieu thj vd tnmg tam
thuang
mai, mpt
loai hinh kinh doanh thupc kenh
banlehiendaiIdchuoi cira hdng tienieheiing dang
hinh thanhvd phat trien. Ciia hang tien Ieh Idhinh
thiic sieuthj cd quymd nhd,chiiyeukinh doanhcdc
hdng hoa nhu yeu phSm thiet yeu hdng ngdy ciia
ngudi dan. Tinhden nam2011,cdthanhpho cdtren
1.000cira hdngtipnich vdi suthamgia kinh doanh
cua nhieu thanh phan kinh te,rieng Vissan daphat
trien dugc mpt mang ludi tren 100ciia hdng tai
thdnh phd ,cdncdngty cdphancdtren30cira hang.
Sa i Gdn Co.op dang trien khai kc hoach phat trien
chudi cira hdng thyc pham tien Igi Co.op Food
Cdng ty cd phdn Cira hieu & Siic song (SHOP&
GO JSC.)dang sd hiru chudi ciia hdng tien IgiIdn
nhdtdTP.HCMva HaNdivdi ban 40ciiahang tien
Igi nhan hieu SHOP& GO.Ngoaira con cdnhimg
cira hang tien Igi ciia G7 Mart, Vmart, Best&Buy,
Speedy,Day &Night, Fam ily M art...Titihhinh kinh
doanhtai he thong ciia hdng tien Igi dang gap khd
khan
ve chi phi
thue
mat
bang
va
canh tranh
gay gat
vdi eac cita hang tap hda vegid cd.
Theoket qudnghiencuuciiaCdngtynghienciiu
thj tnrdng Kantar Worldpanel thyc hien khdosat tai
4 thdnh phdId TP.HCM, Ha Ndi, Cdn Tha vd Da
Nang, kenhban16 hiendai bao gdmsieuthj,trung
tam thuang mai vdciia hang tien Igi dang cd xu
hudnggiatang,chi6mthiphan 18%>,vdkenhban le
truyen thdngtaicdc ch g,cuahang hangtap hda van
dang chiemthiphan Idn 82%.
4 . Thu c tran g
kha
nang
thu hut
khach
hang
cua
kenh
ban le
h ien
dai tai
TP.HCM
Trongkhi cdckenh phan phoipruyenthdng trong
nudevanchiemvi trithdnglinhthi eac mdhinh ban
16 h iendai da va dang phat trien, ngdy cdng khdng
dinhvi tritrenthj trudngtaiTP.HCM. Khdch hdng
dang cd xu hudng thichmua sam tai kenhban le
hien
tai la do
sieu
thi vd cdc
trung
tam
thuang
mai
sachse, la nai mua sam thuan tien, chat lugng hdng
hd adambdo,dadangsanphdm, trungbdydep,hai
longvdicungeachphucvuciianhan vien,cdnhieu
ehuang trinh khuySnmai. De ddnh gidthue trang
khd nangthu hutkhdch hangd6nmua sdm taikenh
ba n le hien dai eiia TP.HCM, nghien ciiu da tien
hdnh khdo sat cdc yeu td nhu chiing loai vd chat
lugngciiahdng hda,gid cd, vj tri, trung bay, khuyen
mai,vdthdidpphycvyciia nhan vien (Bang 3),K.et
qud
chi ra
diSm
trung binh
ciia ySu
td
chiing loai
vd
chat lininghdng
hoa
tai cdcdiembdn Jhugc kenh
bdn lehipndai cdmiiccaonhdt,vdi gidtri Id 4,0;
cho thay khdch hdngcdmnhdn hdnghda bdy bdntai
cdc sieu thi, trungtdmthucmgmai ratphong phii,da
dang ve chiing loai vd tin tudng ve chat lugng,
ngu6ngocxuat xir.Dieu ndyminh chimgcdcdiem
ban hdngtaisieuthi vdtrungtamthuangmaingay
cdngthu hut sumua sam,d daykhdch hangcdnhieu
syluachpn,an tam vengudngdc vachat lugngsdn
pham.Kc den la yeu td Vitri cuakenh bdnlehien
dgi d tmiictrung blnh,vdigidtri la 3,9 vi trithuan
tiencho di lai,rpng rai, thodngmat va dedang tiep
cgnse thuhiit khdch hdngden mua samnhieuban.
Nhanto "GJOcdhdng hoa cdmiic trung binhkhd,
vd igid tri la3,8. Khach hdng nhan djnh gia cdhang
hdataisieuthj vatrungtamthuang maiphiihgpvdi
chat lugng vd khdng cao han nhieu so vdi kenh
truyen thdng. Phdn Idn khach hdng deu cd chung
tam
li khi
mua
hdng
tai
sieu
thi hay
trung
tam
thuangmai cd gia caniemyet rorang, khdngsg bi
mua hangvdi gia cao, vdkhdng phdimac cd ve gid
vdi ngudi ban. Yeutd
Tnmg bdy hdng hoa
tai cac
diemban cuakenhbdn16hiendaidugc khdch han g
danh giddmiictrung binh khd,vdigia trila3,8.Ddi
vdi sieuthj vd cdc trung tamthucmgmai thi each
thiicbay tri hang hdaphdidep, dethay,de lay, de
tim vdcan c6 su chiddnrorangveeac quay hdngse
Idmpt trong nhiingyeu td thu hutkhdch hangden
muasam. Daebiet, can phai lim y den viec gidm
thdi gianchd dpitinh tien cua khdch hang.Yeu td
Chuong
trinh khuyen
mdi ,khdosdtcho thay phan
Idn khdch hdng ddtihgia cac ehuang trinh khuySn
mai tuongddi hap dan, vdi gid tri la3,75. Nhamthu
hiit khach hdngden mua samngay cdng nhieuban,
cdc sieuthj vdtrungtamthuangmaithudngtdchiic
cdc ehuang trinh khuyen mai va ed nhieu ehuang
trinhimdaicho khdch hdng mua thudng xuyen.Hau
het
cae
diem
ban
thupc kenh
ban le
hien
dai rat
chii
trpng xay dung van minh thuang mai theo hudng
hien dai, do vay ngodi nhu ng yeutd neutrend6nang
cao chat lugng phycvu thiy8utd
Thdi do phuc
vu
cda nhdn vien
"dugcxem lanhantd ratquan trgng.
Ket qudnghien cihi thai dpphuc vueiia nhan vien
CaHpl&THACHTHl>C f i 6 lVd l w
K O A N HTHUONG MjDil-D|CHVpVN
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7/23/2019 0_2012_CVv160S2652012012
7/8
.,
VTS4IEN K I N H T E
d t
mire trung binh khd,\digid tr| Id 3,6 dii phdn dnh
thyc trangchi i lugng phyc vy chua tlmt sy cao. Do
v?y,c.ic sieu thj vd trung tam thuang inyi c4n phdi
quan tdm nhieudiln hopt dpng chdm s6cklidch hdng,
quantri lot moi quanh? vdi khdch hdng dc ndng eao
chat lugng phyc vp nham ndng cao ndng lye c(inh
tranh trongvi?cthuhiiikhach hdng den mua sdm.
5.G^i
Y
mot
so
giai phap
Dua tren ket qud phdn tich thyc ir;ing tinh hinh
ban le vd khd ndng thuhiit khdch hdngtyikenh bdn 16
hi^n d?i d TP.HCM. nghien ciiu ggi m^t so gidi
phap sau:
-Lira
chgn
vi
tri de xay dung kenh b dn le
hi^n
dgi:
Trong dieukipngidthue m tbang ea o, quy
ho^chca sdh tang thieu dong bg,siicmua gidm, chi
phi dau tu xay dyng cao thivipc lyachgn d)adicmd c
phdttricn diem bdn 16 se trd nen thdch thue Idn doi
vdi nha dau tu kinh doanh bdn 16. Do v^y, can can
nhde nhi6u y6u
td khi lya chgn vi tri dc phdt trien
kenh bdn hang hien tai trong cdc quan, huyen ciia
TP.HCM nhu xem xetm^t dp dan eu trong khu vyc,
tinh den cdc loai hinh bdn le hien hiru bao gdm chg
truySnthdng, sieu thi, trung tam th uan g m ihipn ed;
uu tien phdt trien eac sieu thj, trung tam thirang mai
ed quy md
Idn
tai cac qudn trung tdm cua thdnh phd,
dau tu sieu thi vira vd nhd de ddp ting nhu cau cua
dan cu d cdc dja bdn thupc cdc qudn, huyen vung ven
trung tam thdnh phd.Daebiet, phdt trien bp thdng cira
hdng tien Igi tai cdc huyen xa tn mg tam thdnh phd.
-
Da
dang,
phong phu mdv.hdng vd ddm bdo chdt
lugng hdng hoa: Cdc nhd phdn phdi thugc kenh bdn
hang hien d?i can thudng xuyen thyc hlpn khdo sat
nghien ciiu nhu cau khdch hdng de lya chgn nhiing
mat hdng thich hgp vdi nhu cau th|t sy cua khach
hdng. Phdn
lo^i
nhung
m^t
hdng cd tan suat tieu thy
eao trung binh, thap de xay dyn g kehogch nhphang
chinh xdc vd ddm bdo lugng hang ton kho thdp nhat.
Lien ket chat che vdi cdc nhd cung ling nhdm ddm
bao nguon hdng da dang, phong phii vdi chdt lugng
cao va ehi phi hgp li. Thudn g xuyen kiem tra, kip thdi
xii li nhijng hang hda sdp het han va loai bd nhiing
mat hdng het han ra khdi cdc qudy hang bay ban.
-
Ndng cao
chdt lucmg
phuc vu khdch hdng:
Cac
don vj kinh doanh ban 16 can nghien ciiu xay dyng
cdch thiic phyc vy khdch hdng theo hudng van minh
hin dgi. Nhdn vien ciia tat cd cdc bg phanpbi
tinh th^n trdeh nhim cao, sdn sdng phyc vykl
hdngmOtcdch
t^n
tinh, vui v6 va Ijch su Hoatil
bdn hdng phdi dugc xem Id djch vy cd tinhchi
nghi p cao, moi nhan vien can dugc dao tao 1;
nghippvy chuyen m dn, kTndng giao tiep,Idnfiif
quy^t vudng mdc, t?o dugc quan hp totvoi kl
hdng. Thudng xuyen to chiic cdcehuang trinh li
luypn cdc n0i dung ve qudn tri mdi quanh? Idi
hdng, djch vy khdch hdng. Nang cao chat lupngp
vy khdng chi thehipnd thai dp phyc vyciia nhSni
ma cdn phdi gidm thieu thdi gian cho dgi chokh
hdngkhi tinh lien,tgokhdng khi vui ve, thodima;
khdch hdng cam gidc de chju khi den muasamI
hda.
-
Da dgng hoa cdc hinh
thirc
khuyen
mdi Theo
qud nghienciiuthi phdn lan khdch hang quan tam^
ehuang trinh khuyen mai vd mong dgi dccbm
trinh khuyen mai hap dan han. Da dang caci
ehuang trinh khuyen mai du di nhieu hinh thiic
ehue tryc tiepciiacdc sieu thi, trung tdmthucmg c
nhu the
im
dai khach hang, tang
phdm,
cdngi^
mua hdng, qua sinh nhat, gidm gia... phai ihuii
xuyen td chiie va ludn ludn t^o sy khacbtbo
timg ehuang trinh. Benqmh dd, cdc nhdkinhdn
sieu thj va trung tdm thucmg m^ nen yeu
cau
c
hang san xuat, nhd cimg ling hdng hdak^b^
chiic cdc
ehuang
trinh khuyen mai
t diem ban
nii
thu hiit khdch hang, quang ba sdn pham,t odi
khdng gian mua sam vui nhgn vdo nhihigngqfO
tuan.
6 H a n c h e v a
hUdng
n g h i e n
dhi tiep th
Ket qua nghien ciiu da ed nhiingddog gop
i
dinh ve thyc tien, tuy nhien van con mpt sohod
nhu ehit ip trung khdo sat
t^i
mpt so cac sieufi^'
trung tam thuang m?i Idn d TP.HCM, vapbii
phdp chpn mau
t h u ^
tien nen han chev6 tinhli
quat hda cua d6 tai. Nghien cihi ndy ts ) tnmgs
phdn tich tinh hinh bdn le dua tren nhung
iff
thdng tin
thii
cap vd ngudn thong tin so
cSp cW
fi
lai dmiicdp thdng ke mo ta. Vi v?y,d6 xemxeia
dp tdc dpng cua tiing nhan to den kha nang liw'
khach hang thi eac nghien ciiutiSptheo nensii *
nhung phuang phdp phan tich nhu hoi quy
W
tinhB
1
A
ca Hpi &
THACH
THiic Ddi vdi
O NGANHTHUONG MA)-DICHVpVN
-
7/23/2019 0_2012_CVv160S2652012012
8/8
PHAT TRIENKINHTE
SEaanmsiiBB
TAI L IEU THAM KHAO
AT Kearney,
Global Retail Development Index
(GRDI). 10 Year Retrospective
2011.
Hair,
J. F., R. E. And erson , R L, Tatham , and W. C. Black, 1998.
MultivariateData AnalysiswithReadings,Fifth
Edition,
Prentice-Hall, New Jersey.
Nguyen
Nggc
Hoa (2006),
Xdydgvg
md
hinh
chu6i
siu
th j
Co.opmart
t^iVN,Ludn vdn
ti4n
sT.
Nguyen Dong Phong (2010),Phdt triin thuvngm^ibdn 16 trnd jab^n
TP.HCM dS
d^p
im g yu ca uh0inh p
kinh
te quoc te,
Oetdi cdpBd.
Nguyen Dinh Thp & Nguyen Thj
Mai
Trang (2006),Chit
luvng
djch
vysiSuthi.Nghi n c u
khoa
hoc
M arketing.
NXB Dgi hpc Qudc gia TP.HCM.
TongeyeThdng k6,NiSn giim thSng k2007
2008.
2009. 2010,2011,NXB Thong
k,
Hd
NOi..
