Book So Tay TMDT Cho Doanh Nghiep

8/3/2019 Book So Tay TMDT Cho Doanh Nghiep

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S TAY

THNG MI IN T

DNH CHO DOANH NGHIP

Nhm tc gi:Thc s Trn Thanh Hi, V Thng Mi in T - B Thng Mi

Thc s Trn nh Ton, Vin Tin Hc Doanh Nghip - VCCI

Thc s Nguyn Vn Thoan, Trng i Hc Ngoi Thng

Bi c Tun, Vin Tin Hc Doanh Nghip VCCI

L Long, Tng cng ty u t v Kinh doanh Vn nh nc B Ti Chnh

Thc s Phm V Hng i Hc Central Queensland c

Bi Thanh Hng V Thng Mi in T - B Thng Mi

Nhm bin tp v hiu nh:

Thc s Nguyn Vn Tho, Vin Tin Hc Doanh Nghip VCCI

Thc s Trn Thanh Hi, V Thng Mi in T - B Thng Mi

Nguyn Vit Anh, D n Nng cao Nng lc Cnh tranh

Thc s Trn nh Ton, Vin Tin Hc Doanh Nghip VCCI

Trn Hu Linh, V Thng Mi in T - B Thng Mi

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MC LC

M u: Cun S tay ny dng cho ai?

Cu trc ca S tay

Hnh thc trnh by

Ni thm v cch c

Phn I: Thng mi in t v cc m hnh hot ng thc t

Chng 1: Thng mi in t v nhng li ch ca n i vi

doanh nghip

Chng 2: Bn hng trn Internet: m hnh v trin khai

Chng 3: Thng mi in t theo m hnh B2BChng 4: u gi trc tuyn v cng ng o trn mng

Phn II: Lp k hoch kinh doanh TMT v cc bc trin

khai thc t

Chng 5: Lp k hoch kinh doanh TMT

Chng 6: Trin khai marketing trong TMT

Chng 7: Cc h thng thanh ton v an ninh trong TMT

Chng 8: u t cho TMT

Chng 9: Cc vn php l v an ninh trong TMT

Gii thch thut ng v khi nim

Danh mc cu hi v cc mc ni dung theo tng chng

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M u

Cun S Tay ny dng cho ai?

thc hin Bo co Thng mi in t nm 2005, B Thng Mi tin hnh iutra 504 doanh nghip v tnh hnh ng dng cng ngh thng tin (CNTT) v ng dngthng mi in t (TMT). iu tra ny c tin hnh ti cc doanh nghip trn phmvi ton quc, thuc nhiu quy m v loi hnh doanh nghip khc nhau, qua phn nhmt bc tranh i din cho tnh hnh ng dng TMT ca cc doanh nghip Vit Nam.Kt qu cuc iu tra cho thy:

- V kt ni Internet v u t CNTT: 89% doanh nghip kt ni Internet, trong s c n 80% doanh nghip s dng dch v Internet bng thng rng. Tuy nhint trng u t cho CNTT ca cc doanh nghip cn tng i thp: 70% doanhnghip ch chi di 5% tng chi ph hot ng thng nin cho CNTT.

- V o to nhn lc CNTT: 80% doanh nghip o to CNTT cho i ng nhnvin ca mnh. Trong s , 40% doanh nghip gi nhn vin tham gia cc khoo to ngn hn v CNTT, phn cn li l o to trong ni b doanh nghip.

- Xy dng v qun l website: 46,2% doanh nghip thit lp website, nhngtrong hn mt na s doanh nghip ch cp nht ni dung website mt thngmt ln hoc t hn.

- Hiu qu ng dng TMT: Trong s doanh nghip c website, c 32,8% bc uc tnh nng h tr giao dch thng mi in t nh hi hng, gi yu cu hoc

t hng trc tuyn. Ngoi ra c n 80% s doanh nghip ch u t di 5% chiph hot ng cho trin khai TMT. Cng v vy m 70% doanh nghip cho rngTMT ng gp cho h di 5% doanh thu nm. Bn cnh , a s doanhnghip nh gi TMT c tc dng Xy dng hnh nh cng ty v M rngknh tip xc vi khch hng hin c.

Cc s liu iu tra trn y phn nh mt thc t: hin nay rt nhiu doanh nghip cc s h tng trin khai thng mi in t, cng nh h quan tm thch ng nlnh vc ny, thng qua vic ch ng nng cao trnh CNTT cho nhn s v u t lmwebsite cho doanh nghip. Tuy nhin nhiu doanh nghip vn cn thiu mt kin thctng quan v thng mi in t u t ph hp, trin khai ng vi nhu cu v

thc t doanh nghip, cng nh duy tr v pht trin TMT thnh chin lc doanhnghip, qua thu c li ch trc tip v lu di.

C th ni, hin nay cu hi ca nhiu doanh nghip khng cn l liu ti c cn ngdng TMT hay khng? m l ng dng TMT nh th no?. Thng mi in t llnh vc rng ln nh thng mi truyn thng. V vy ng dng TMT hiu qu,doanh nghip cn hiu r nhng kin thc c bn v c th v TMT nh: TMT cnhng m hnh g? cch thc trin khai no? m hnh no ph hp vi nhu cu hin ti vtng lai ca doanh nghip? trin khai m hnh th cn lm g?...

Trong tnh hnh , cun S tay ny c xy dng vi mc ch gip cc nh lnh o,cc nh qun l v cc nhn vin trin khai TMT trong doanh nghip c mt ci nhn

tng quan v cc m hnh hot ng ca TMT, hiu r nhng li ch ca tng m hnh

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vi doanh nghip, so snh nhng li ch i n quyt nh u t cng nh cch thctrin khai v pht trin mt d n TMT.

S tay s cung cp nhng kin thc c bn v thit thc v TMT, nhng v d thc ttrn th gii cng nh Vit Nam, cc bc u t v qun l d n TMT nhm tng

bc nng cao hiu qu kinh doanh, gip doanh nghip tip cn khch hng v th trngth gii.

Khung ni dung chnh ca cun S tay bao gm:

- Thng mi in t v cc m hnh hot ng: cc li ch ca thng mi in t,cc m hnh c th ca thng mi in t.

- Lp k hoch kinh doanh v trin khai TMT: cch thc lp k hoch kinh doanhv k hoch trin khai cho mt d n TMT. Cc bc trin khai TMT t ut, marketing v thanh ton, cng nh cc vn an ninh ca TMT.

Cun S tay ny do vy cng s cung cp mt khun kh v kin thc v mt ngn ngchung cc nh u t, cc gim c doanh nghip v cc nh cung cp gii php dchv TMT lm vic vi nhau d dng v hiu qu hn.

N cng rt c ch cho nhng chuyn vin, nhn vin trin khai TMT trc tip ti ccdoanh nghip v cc sinh vin quan tm v TMT.

Cu trc ca S tay.

tin theo di v tra cu, cun S tay ny c chia thnh cc phn vi cc ni dungchnh nh sau:

Phn I. Thng mi in t v cc m hnh hot ng thc t

Chng 1. Thng mi in t v nhng li ch ca n i vi doanh nghip

- Thng mi in t l g?

- Vai tr ca Thng mi in t i vi doanh nghip

- Tng quan cc m hnh TMT

- nh gi c hi ca doanh nghip tham gia vo TMT

Chng 2. Bn hng trn Internet: m hnh v trin khai

- Bn hng trn Internet l g v li ch vi doanh nghip

- Cc m hnh to doanh thu bn trn Internet- Bn hng trn Internet Vit Nam

- Doanh nghip trin khai k hoch bn hng trn mng

- Marketing trn mng

Chng 3. Thng mi in t theo m hnh B2B

- TMT theo m hnh B2B v li ch vi doanh nghip

- Trao i d liu in t (EDI)

- Sn giao dch TMT B2B

- Cc bc chun b tham gia thng mi in t B2B

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Chng 4. u gi trc tuyn v cng ng o trn mng

- u gi trc tuyn l g?

- Mt s hnh thc kinh doanh ca u gi trc tuyn

- u gi trc tuyn ti Vit Nam

- S hnh thnh cng ng o trn mng

Phn II: Lp k hoch kinh doanh TMT v cc bc trin khai thc t

Chng 5. Lp k hoch kinh doanh TMT

- Ti sao cn lp k hoch kinh doanh cho d n TMT v cc ni dungchnh ca k hoch?

- Cc ni dung c th ca k hoch kinh doanh

- K hoch trin khai v nhng im lu

Chng 6. Trin khai marketing trong TMT- Marketing in t l g? Khc bit Marketing truyn thng th no ?

- Chin lc marketing in t

- Xy dng v qung b website hiu qu

Chng 7. Cc h thng thanh ton v an ninh trong TMT

- Cc ri ro doanh nghip c th gp phi khi tham gia TMT

- Cc bin php bo m an ton cho giao dch v h thng TMT

- Cc phng thc thanh ton trc tuyn

- Th tn dng trong thanh ton trc tuyn- Thanh ton in t B2B

Chng 8. u t cho TMT

- u t phn cng cho TMT

- u t phn mm cho TMT

Chng 9. Cc vn php l v an ninh trong TMT

Hnh thc trnh byHi / p l cch thc trnh by ch yu dng trong S tay. Trong mi chng u c giithiu v phn tch cc tnh hung ng dng hoc gi .

Ti mt s ch thch hp, cun sch c cc on mang tnh cht ch dn, di dng ccbng nh du vic cn lm hoc cc "mo" gip cho vic trin khai mt s vic. Trongtrng hp cn trnh by thm hoc ni r hn v mt s khi nim hoc ch , cc nidung ny s c a vo cc ng khung t ti cc trang tng ng. u mi chngu c phn gii thiu mc tiu ca chng, cn ti cui mi chng c tm tt cc nidung trnh by.

Cc thut ng chuyn mn v TMT trong ting Vit cn ang tip tc pht trin, v vy

cc thut ng dng trong S tay ny ch l mt phng n, da theo mt s ti liu phbin hin nay. B khuyt cho iu ny, S tay c phn Gii ngha thut ng v khi nim,

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trong cha cc gii thch k hn (c i chiu ting Anh) v cc thut ng v khinim TMT v ng dng c dng.

Ni thm v cch c.

Trong mi chng bn nn c ht phn tnh hung ng dng hoc gi , v l cc nidung chnh. Cc ni dung trong cc ng khung l nhm gii thch thm, hoc giithiu cc kin thc b sung. Bn c th b qua phn ny nu khng thy hng th, nht ltrong ln c u tin.

Gii thch thut ng v khi nim c xp theo vn ch ci ting Vit, cui mi chngu c lit k cc thut ng hoc khi nim c nhc n trong chng tin vic tracu tham chiu.

Cui S tay c mt bng lit k cc cu hi v cc mc ni dung xp theo cc Chng,km theo s trang. Bn c c th theo tm c ngay vo vn mnh quan tm.

Cun S tay nm trong cc hot ng ca chng trnh n 191 H tr doanh nghipng dng CNTT phc v hi nhp v pht trin do Vin Tin Hc Doanh Nghip thucPhng Thng mi v Cng nghip Vit Nam thc hin. Cun sch ny c s h trca VNCI (D n Nng cao Nng lc Cnh tranh Vit Nam) do USAID ti tr nhm thcy s pht trin CNTT ti Vit Nam ni chung.

D cc tc gi c gng trong vic lm sch, nhng chc chn vn khng th trnh cnhng ch cn thiu st hoc cha hon chnh. Vi lng bit n, chng ti mong c squan tm gp ca c gi c th hon thin cun S tay ny. Th t, nhn xt gp cho S tay xin gi v:

Vin Tin Hc Doanh Nghip

Phng Thng Mi v Cng Nghip Vit Nam

Tng 4, to nh VCCI, s 9, o Duy Anh, H Ni, Vit Nam

Tel: (04) 5771454

Fax: (04) 5742022

Email: [email protected]

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Phn I:

Thng mi in t v cc m hnh hot ngPhn I gm 4 chng gii thiu v cc li ch ca doanh nghip khi ng dng TMT, tmhiu cc kin thc c bn v TMT v i su vo cc m hnh hot ng thc t caTMT.

Chng I nhm gip cho doanh nghip thy r vai tr, li ch ca thng mi in ttrong qu trnh sn xut, kinh doanh v thng qua cng nh hng cho doanh nghiptrong vic tip cn vi phng thc kinh doanh cn mi m ny.

Chng II xem xt m hnh Bn hng trn Internet: s hnh thnh, pht trin v cc li

ch ca vic ng dng Internet vo hot ng kinh doanh thng qua mt s m hnh todoanh thu bn hng ph bin trn th gii. ng thi Chng cng phn nh thc trng,cc thun li v kh khn ca cc doanh nghip Vit Nam khi tip cn vi loi hnh Bnhng trn Internet. Qua a ra cc phng thc tip cn c hiu qu cng nh chinlc Marketing trn mng nhm gp phn thc hin thnh cng k hoch bn hng trnmng ca doanh nghip.

Chng III gii thiu m hnh TMT B2B (gia cc doanh nghip vi nhau) v li chca n vi doanh nghip. Cc loi hnh c th ca m hnh ny nh: trao i d liu int (EDI) v sn giao dch TMT B2B cng c gii thiu. ng thi Chng cnghng dn doanh nghip cc bc chun b tham gia TMT B2B.

Chng IV gii thiu m hnh u gi trc tuyn (thc hin gia cc khch hng vinhau) v cng ng o gia cc doanh nghip trn Internet.

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CHNG I:

THNG MI IN T V LI CH CA NI VI DOANH NGHIP

Gii thiu v Thng mi in t, vai tr ca n vi doanh nghip

Tng quan cc m hnh TMT

nh gi c hi ca doanh nghip tham gia vo TMT

I. Gii thiu v Thng mi in t v vai tr vi doanh nghip

Chng ta bt u tm hiu Thng mi in t v li ch ca n thng qua hai v d ca

cc cng ty Vit Nam nh sau:

Cng ty C phn u t Cng nghip - K ngh - Thng mi, tn giao dch lFINTEC(www.fintec.com.vn) c thnh lp t nm 1995. Pht trin theo m hnh mttp on kinh doanh a ngnh, FINTEC hot ng trong nhiu lnh vc nh sn xut v

xut khu nng sn thc phm, kinh doanh cc sn phm cng ngh thng tin v thit bvn phng, cung cp dch v thng mi in t v dch v ti chnh, t vn v u t.

Mt trong nhng ngnh kinh doanh chnh ca FINTEC l ch bin xut khu nng snv thc phm vi th trng mc tiu l cc nc chu u. Hng ho xut khu truynthng ca cng ty l nng sn qua ch bin, gm cc sn phm t lc, hp v cc

sn phm nm.

Sn li th chuyn mn v thng mi in t, FINTEC rt tch cc trin khai nhng ngdng thc t tm kim i tc v m rng th trng. Bn cnh cc trang web giithiu sn phm c thit k kh cng phu v chuyn nghip, cng ty cn tham gia mtcch c hiu qu nhiu sn giao dch thng mi in t B2B ca Vit Nam v th gii.

T 1999 FINTEC bt u tham gia mt s Sn giao dch thng mi in t ca thgii nh Alibaba, EC Plaza. T cui nm 2004, khi nh my ch bin thc phm ng

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hp xy dng xong v chnh thc a vo vn hnh, cng ty chuyn sang ch thnhvin tr tin trn nhng sn ny. Trong nm 2005, thng qua cc knh thng mi int, cng ty kt ni c vi nhiu i tc nc ngoi v k mt s hp ng vi tngtr gi khong 500-600 ngn la M, chim 2/3 doanh s sn phm ca nh my.

(Theo Bo co Thng mi in t Vit Nam 2005 - B Thng mi)

Cu chuyn thnh vin trn Sn giao dch TMT Vit Nam (www.vnemart.com)

Thng qua VNemart.com, cng ty v sn phm ca chng ti c rt nhiu i tctrong v ngoi nc bit n. Trong nm 2005, chng ti nhn c nhiu n hngv hp ng t cc i tc Nam Phi, n , Hungari, Braxin, Th Nh K, Trung Quc,

Nht Bn, Italya, i Loan v.v v mt s cng ty trong nc t TP. H Ch Minh,Vng Tu, Nng, H NiVNemart.com l im ta ngi sn xut chng tivn xa ti cc nc trn th gii.

V Tin Bnh Gim c Cng ty Long Vn Thi Bnh

Thng qua hai cu chuyn trn chng ta c th thy ng dng thng mi in t em lili ch r rt cho doanh nghip. Cc doanh nghip c th ng dng thng mi in t

theo cc cch khc nhau ph hp vi m hnh hot ng ca mnh, iu mu cht y lthng qua vic ng dng hiu qu kinh doanh ca h tng ln ng k. Vy thngmi in t l g v cc li ch c th ca n i vi doanh nghip ra sao? iu ny sc gii p qua ni dung ca chng I ny.

Hi: Hin nay c kh nhiu thut ng ting Anh khc nhau c dch v hiu lThng mi in t nh E-Trade, E-Commerce, E-Business. Vy cc thut ng ny

phn bit nhau nh th no?

p: Hin nay c nhiu quan im khc nhau v Thng mi in t (TMT) cng nhnhn thc khng ging nhau v cc thut ng ca n. Trong nhiu sch, bo, ti liu ngita hay nhc n ba thut ng E-Trade, E-Commerce v E-Business. Trong phm vi

cun sch ny c th hiu cc thut ng trn nh sau:

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E-Commerce: L mt thut ng c s dng ph bin hin nay khi ni v Thngmi in t. C th hiu mt cch ngn gn v c ng li thut ng trn ch cc hotng mua bn thng qua cc phng tin in t. Trc thut ng e-trade cng cdng vi ni dung kh gn gi vi e-commerce. Hin nay mt s t chc, quc gia vn sdng e-trade khi ni v thng mi in t nh d n e-trade bridge programme ca

ITC (Trung tm Thng mi quc t) hay nc Cng ho Azerbaijan quan im thngmi in t l e-trade v h xy dng Lut thng mi in t (Electronic Trade Law).

E-Business: y l thut ng c hiu l Kinh doanh in t, c nhiu kin hiurng l Doanh nghip in t. Thut ng ny c hiu l vic s dng cng nghthng tin truyn thng nhm h tr cc hot ng ca doanh nghip khng ch bao gmcc hot ng mua, bn m cn bao gm cc dch v khch hng v kh nng kt ni vicc i tc. Nh vy c th hiu khi nim E-Business rng hn E-Commerce nkhng ch bao gm cc hot ng mua bn m cn bao gm cc quy trnh trong hot ngkinh doanh ca doanh nghip nh:

+ Quy trnh sn xut: Bao gm vic mua hng, t hng v cung cp hng vo kho,

qu trnh thanh ton, cc mi lin kt in t vi cc nh cung cp qu trnh qun l snxut

+ Quy trnh tp trung vo khch hng: Bao gm vic pht trin v marketing, bnhng, s l n hng ca khch hng v thanh ton, h tr khch hng

+ Quy trnh qun l ni b: bao gm cc dch v ti nhn vin, o to, chia xthng tin ni b, hi hp qua video v tuyn dng

Hi: Vy Thng mi in t c hiu nh th no?

p: Hin nay c nhiu quan im khc nhau v thng mi in t nhng tu trungli c hai quan im ln trn th gii xin c nu ra di y.

Thng mi in t theo ngha rng c nh ngha trong Lut mu v Thng mi int ca y ban Lin Hp quc v Lut Thng mi Quc t (UNCITRAL): Thut ngThng mi cn c din gii theo ngha rng bao qut cc vn pht sinh t miquan h mang tnh cht thng mi d c hay khng c hp ng. Cc quan h mang tnhthng mi bao gm cc giao dch sau y: bt c giao dch no v thng mi no vcung cp hoc trao i hng ha hoc dch v; tha thun phn phi; i din hoc i lthng mi, y thc hoa hng; cho thu di hn; xy dng cc cng trnh; t vn; k thutcng trnh; u t; cp vn; ngn hng; bo him; tha thun khai thc hoc t nhng;lin doanh cc hnh thc khc v hp tc cng nghip hoc kinh doanh; chuyn ch hng

ha hay hnh khch bng ng bin, ng khng, ng st hoc ng b. Nh vy,c th thy rng phm vi ca Thng mi in t rt rng, bao qut hu ht cc lnh vchot ng kinh t, vic mua bn hng ha v dch v ch l mt trong hng ngn lnh vcp dng ca Thng mi in t.

y ban Chu u a ra nh ngha v Thng mi in t nh sau: Thng mi in tc hiu l vic thc hin hot ng kinh doanh qua cc phng tin in t. N datrn vic x l v truyn d liu in t di dng text, m thanh v hnh nh. Thngmi in t gm nhiu hnh vi trong hot ng mua bn hng ha v dch v qua

phng tin in t, giao nhn cc ni dung k thut s trn mng, chuyn tin in t,mua bn c phiu in t, vn n in t, u gi thng mi, hp tc thit k, ti

nguyn mng, mua sm cng cng, tip th trc tip ti ngi tiu dng v cc dch v saubn hng. Thng mi in t c thc hin i vi c thng mi hng ha (v d nh

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hng tiu dng, cc thit b y t chuyn dng) v thng mi dch v (v d nh dch vcung cp thng tin, dch v php l, ti chnh); cc hot ng truyn thng (nh chm scsc khe, gio dc ) v cc hot ng mi (v d nh siu th o).

Tm li, theo ngha rng th thng mi in t c th c hiu l cc giao dch ti chnhv thng mi bng phng tin in t nh: trao i d liu in t; chuyn tin in tv cc hot ng gi rt tin bng th tn dng.

Thng mi in t theo ngha hp bao gm cc hot ng thng mi c thc hinthng qua mng Internet. Cc t chc nh: T chc Thng mi th gii (WTO), T chcHp tc pht trin kinh t (OECD) a ra cc khi nim v thng mi in t theo hngny. Thng mi in t c ni n y l hnh thc mua bn hng ha c by ticc trang Web trn Internet vi phng thc thanh ton bng th tn dng. C th ni rngThng mi in t ang tr thnh mt cuc cch mng lm thay i cch thc mua smca con ngi.

Theo T chc Thng mi Th gii: Thng mi in t bao gm vic sn xut, qungco, bn hng v phn phi sn phm c mua bn v thanh ton trn mng Internet,nhng c giao nhn mt cch hu hnh c cc sn phm c giao nhn cng nhnhng thng tin s ha thng qua mng Internet.

Khi nim v Thng mi in t do T chc hp tc pht trin kinh t ca Lin Hpquc (OECD) a ra l: Thng mi in t c nh ngha s b l cc giao dchthng mi da trn truyn d liu qua cc mng truyn thng nh Internet.

Theo cc khi nim trn, chng ta c th hiu c rng theo ngha hp Thng mi int ch bao gm nhng hot ng thng mi c thc hin thng qua mng Internet mkhng tnh n cc phng tin in t khc nh in thoi, fax, telex...

Qua nghin cu cc khi nim v Thng mi in t nh trn, hiu theo ngha rng th

hot ng thng mi c thc hin thng qua cc phng tin thng tin lin lc tnti hng chc nm nay v t ti doanh s hng t USD mi ngy. Theo ngha hp thThng mi in t ch mi tn ti c vi nm nay nhng t c nhng kt qurt ng quan tm, Thng mi in t ch gm cc hot ng thng mi c tin hngtrn mng my tnh m nh Internet. Trn thc t, chnh cc hot ng thng mi thngqua mng Internet lm pht sinh thut ng Thng mi in t.

Hi: Thng mi in t c hiu theo ngha rng v ngha hp, vy Vit Namchng ta hiu Thng mi in t theo ngha no?

p: Ti Ngh nh v hot ng Thng mi in t ca B Thng mi ang trnhChnh ph c ghi r ti iu 3 khon 1: Thng mi in t l vic tin hnh mt phnhay ton b hot ng thng mi s dng thng ip d liu.

Lut giao dch in t ngy 29/11/2005 quy nh r v khi nim v Thng ip dliu ti khon 12 iu 4 nh sau: Thng ip d liu l thng tin c to ra, c gii, c nhn v c lu tr bng cc phng tin in t.

Cng ti Lut ny ti khon 10 iu 4 c quy nh Phng tin in t l phng tinhot ng da trn cng ngh in, in t, k thut s, t tnh, truyn dn khng dy,quang hc, in t hoc cng ngh tng t

Nh vy qua cc c s trn c th hiu ti Vit Nam Thng mi in t c hiu theo

ngha rng. iu ny cng ph hp vi thc t ti Vit Nam khi m nhn thc ca doanhnghip v Thng mi in t cn kh hn ch do vic hiu Thng mi in t theo

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ngha rng s gip cho cc doanh nghip tip cn vi Thng mi in t mt cch ddng hn.

Hi: Thng mi in t khc vi Thng mi truyn thng nh th no?

p: Qua vic phn tch v tr li cc cu hi trn ta c th thy v bn cht Thung miin t l hot ng thng mi n ch khc duy nht i vi thng mi truyn thng ln s dng cc phng tin in t vo trong hot ng thng mi. Qua bn cht trn cth phn tch mt s kha cnh khc nhau ca Thng mi in t vi Thng mi truynthng thng qua mt s nt nh sau:

a/ Hnh thc ca giao dch

Nu nh trong thng mi truyn thng th hnh thc ca giao dch l trc tip gia ccch th tham gia giao dch vi nhau th trong Thng mi in t hnh thc ca giao dchl hon ton gin tip. iu ny c ngha l cc ch th khng gp g trc tip vi nhauv h giao dch vi nhau thng qua cc phng tin in t. Mt i din ca doanhnghip Vit nam c th giao dch nhiu nm vi mt i din ca doanh nghip ncngoi thng qua vic gi in thoi tho lun vi nhau, thng qua fax truyn chonhau cc ni dung hp ng, thng qua Internet m phn vi nhau v hp ng spti...m khng cn thit phi gp g trc tip vi nhau. Trn thc t c nhiu i tc giaodch vi nhau nhiu nm m khng bit mt nhau.

b/ Vn th trng

Trong thng mi truyn thng tm kim mt th trng mi cc doanh nghip phin tn ni, tham gia cc hi ch, trin lm cc cuc gp g trc tip. Nh vy th trngtrong thng mi truyn thng b gii hn v mt phm vi, cc doanh nghip khng th vkhng c c hi i tm hiu trc tip cc th trng trn ton th gii thng qua vic gpg v trao i trc tip. Cn i vi Thng mi in t th th trng l khng bin gii.Mt doanh nghip c th m mt website kinh doanh trn mng v thng qua cc phngtin qung b trn mng c th qung b doanh nghip mnh ra th trng ton cu mkhng b gii hn v mt phm vi. Mt doanh nghip chu M, chu u hay Chu Phic th d dng tip cn vi thng tin doanh nghip, sn phm ca doanh nghip Vit namthng qua mng Internet. iu ny th hin li th vt tri ca Thng mi in t sovi hnh thc Thng mi truyn thng.

c/ Cc ch th tham gia

Trong hnh thc Thng mi truyn thng chng ta thy hu ht tham gia vo hot ng

giao dch ch c cc ch th trc tip tham gia giao dch vi nhau, l ngi mua vngi bn. Ngi mua hng tm n ngi bn hng, hai bn trao i, m phn trc tipvi nhau tm kim c hi hp tc, kinh doanh vi nhau m khng cn c mt ch thno khc tham gia cng.

Cn i vi Thng mi in t th bn cnh ch th ngi mua, ngi bn th lun lunc mt ch th th ba tham gia vo qu trnh giao dch ca cc bn l nh cung cpdch v. V d: mt doanh nghip Vit nam kt ni Internet ca FPT s dng th int giao dch vi mt doanh nghip M, khi nh cung cp dch v y l Cng tyFPT cung cp cc dch v Internet cho doanh nghip Vit Nam c th kt ni vidoanh nghip M. Cc nh cung cp dch v y chnh l cc n v cung cp cc dchv m bo cho vic s dng cc phng tin in t ca cc bn tham gia qu trnh

giao dch vi nhau.

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d/ Mng li thng tin

Nu nh i vi Thng mi truyn thng mng li thng tin ch l phng tin traoi d liu th i vi Thng mi in t mng li thng tin chnh l th trng.

Vi s pht trin nh v bo ca cc thnh tu v cng ngh thng tin nh ngy nay c

bit l Internet gip cho cc doanh nghip c th xy dng cho mnh cc gian hngo trn mng m doanh nghip c th cung cp v s cc thng tin gii thiu v snphm, dch v ca mnh cho cc bn hng tm kim. S pht trin ny cn hnh thnhnn cc Trung tm thng mi o trn Internet vi vai tr nh mt Trung tm thng mitht ti c rt nhiu cc thng tin giao dch v doanh nghip, sn phm, dch v nhmgn kt ngi mua v ngi bn vi nhau. Cc mng li thng tin ny chnh l th trngcho cc doanh nghip tm kim bn hng v giao dch vi nhau.

Ngoi ra bn c th tham kho bn so snh gia thng mi in t v thng mi truynthng ca t chc UNESCAP nh sau:

Phng din Thng mi in t Thng mi truyn thng

Knh bn hng Doanh nghip InternetKhch hng

Nh sn xut Bn bun Bn lKhch hng

Thi gian / khuvc bn hng

Bn hng 24hx7ngyBn hng trn ton th gii

Thi gian bn hng gii hna im bn hng gii hn

Cch thc bnhng

Khng gian bn hng trnmngBn hng da trn thng tinv hnh nh

Bn hng ti ca hng

Bn hng ha trng by thc t

Thu thp thngtin khch hng

Thu thp thng tin khchhng qua InternetD liu s, khng cn nhpli

Thu thp thng tin khch hng qua kho stth trng v nhn vin bn hngThng tin cn phi nhp li

Hot ng tipth

Tip th 1:1 thng qua giaotip 2 chiu

Tip th mt chiu n khch hng

H tr khchhng

H tr trc tuyn nhu cukhch hng

Nm bt nhu cu khch hngtrc tip

Khong tr thi gian trong h tr nhu cukhch hngKhong tr thi gian trong nm bt nhu cukhch hng

Vn u t Nh Ln

Hi: ng dng v pht trin TMT th cn phi xem xt v lu nhng yu tno?

p: ng dng v pht trin TMT theo chng ti cn phi xem xt v lu cc yut ch yu sau y:

a/ Nhn thc v TMT

y l yu t c nh gi l phi i trc mt bc pht trin Thng mi in t.Mt doanh nghip mun ng dng v pht trin Thng mi in t th phi nhn thcmt cch ng n v bn cht, vai tr, m hnh v hnh thc hot ng ca Thng miin t qua c mt chin lc v k hoch ng n cho vic p dng Thng miin t vo hot ng kinh doanh ti doanh nghip mnh cng nh c mt s u t thch

ng cho lnh vc ny. Trong vn ny vai tr ca ngi lnh o doanh nghip c mt ngha quan trng v quyt nh.

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b/ Nhn lc cho TMT

Yu t con ngi lun l yu t quyt nh cho s thnh cng ca bt c hot ng no vThng mi in t khng phi l mt ngoi l. Nhn lc cho s pht trin Thng miin t y bao gm hai loi:

- Nhn lc v nghip v: l b phn s ng dng Thng mi in t vo hotng sn xut, kinh doanh ca doanh nghip. B phn nhn lc ny phi am hiu cc kinthc v nghip v thng mi, ngoi thng, s dng tt ngoi ng trong giao dch vii tc nc ngoi v am hiu cc kin thc v Thng mi in t cng nh s dng ttcc ng dng ca cng ngh thng tin truyn thng vo hot ng sn xut, kinh doanhca doanh nghip mnh

- Nhn lc k thut: l b phn k thut m bo cho h thng k thut hot ngn nh, c kh nng khc phc cc s c v pht trin cc tin ch, cng c k thut mip ng cc i hi ngy cng cao ca hot ng giao dch thng qua cc phng tinin t.

c/ H tng c s cng ngh thng tin v truyn thngDo Thng mi in t hot ng da trn cc phng tin in t nn h tng c s cngngh thng tin v truyn thng c mt vai tr nn tng quan trng cho cc ng dng caThng mi in t. Nu nh trc kia mi ch c cc phng tin truyn thng n ginnh in thoi, fax ... th ngy nay h tng cng ngh cao nh Internet, i ng... phttrin nhanh n chng mt. Mt doanh nghip khng th qung b website bn hng camnh mt cch rng ri v khai thc cc tin ch cng nh p ng cc yu cu ca khchhng mt cch nhanh chng nu nh h thng ng truyn Internet khng c m bohot ng n nh. i vi Vit Nam vn ny ang c ci thin mt cch ng k,nu nh trc kia chng ta ch bit c kt ni Internet qua ng in thoi th ngy nay

hnh thc kt ni Internet tc cao tr nn ph bin. Theo mt cuc iu tra mi yca Phng Thng mi v Cng nghip Vit Nam vi 2233 doanh nghip ti 05 thnhph: H Ni, Tp H Ch Minh, Hi Phng, Cn Th, Nng th c ti 54.9% s doanhnghip s dng hnh thc kt ni Internet qua ADSL. Vn gi c cc dch v cngngh thng tin v truyn thng cng rt quan trng i vi cc doanh nghip v n nhhng n gi thnh sn phm ca doanh nghip.

d/ H tng php l

Cc doanh nghip hot ng trong lnh vc Thng mi in t ngoi vic chu s iuchnh ca cc quan h php lut nh trong hot ng Thng mi truyn thng th h cn

phi chu s iu chnh ca cc quy phm php lut c lin quan n hnh thc hot ng

mi ny. Hin nay Vit nam cng ban hnh mt s vn bn php lut c lin quan nh:Lut Giao dch in t, Lut Thng mi, B Lut dn s cc lut c Quc hi thngqua trong nm 2005 c nhng sa i, b sung ph hp gp phn to nn khung phpl cn thit cho hot ng Thng mi in t nh cc lut v bo v quyn s hu tr tu,hi quan, u thu mua sm cng...Tuy nhin cc vn bn ny mi ch mang tnh nn tng,chng ta cn c nhng chnh sch v vn bn quy phm php lut c th hn to ra mitrng php l hon thin p ng cc i hi ca vic ng dng v pht trin caThng mi in t ngy nay.

/H thng thanh ton in t

Hin nay thanh ton in t ang l mt trong nhng vn tr ngi ln cho cc doanh

nghip v ngi tiu dng ti Vit Nam. Chng ta mi c h thng thanh ton lin ngnhng gia cc ngn hng, cc t chc tn dng v thng qua h thng ny phc v thanh

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ton cho khch hng. Tuy nhin hnh thc thanh ton in t cha hnh thnh v pht trinl do hin nay cha thit lp c cng thanh ton trc tuyn kt ni cc ngn hng vinhau v vi cc t chc thanh ton quc t. Cc doanh nghip bn hng trc tuyn cngcha th tin hnh m cc ti khon thu tin thanh ton t th ti cc ngn hng thngmi Vit Nam. Do ngi tiu dng Vit Nam v c nc ngoi cha th s dng th tn

dng thanh ton cho cc sn phm mua ti cc website bn hng ca Vit Nam. Chnhv th m cc hnh thc m mt ti khon ti cc t chc thanh ton quc t lm n vtrung gian hay chuyn khon qua ngn hng, chuyn khon qua my ATM, gi tin qua

bu in hay thm ch thanh ton bng tin mt l hnh thc thanh ton ch yu hin nayti Vit Nam khi ng dng Thng mi in t. Vn ny nu khng c gii quyt sl mt ro cn cho s pht trin ca cc m hnh Thng mi in t ti Vit Nam c

bit l m hnh bn l (B2C).

e/ An ninh, an ton

Tm l e ngi v s khng an ton ca vic ng dng Thng mi in t, giao dch trnmng l mt thc t hin nay ca cc doanh nghip v ngi tiu dng Vit Nam. Hin

tng ny cng tr thnh mt vn ln khi m vn hacker trn mng ngy cng phttrin mt cch tinh vi. i vi Vit Nam iu ny cn bt ngun t s u t cha y cho vic bo mt thng tin trn mng ca cc c quan, t chc v doanh nghip ngi tiudng. Bn cnh vic thiu kin thc hiu bit cn thit cng l mt nguyn nhn dnn tm l e ngi ca ngi s dng.

Nhn thc vn ny cc c quan, t chc ti Vit Nam cng ang c s u t cn thitnhm m bo an ton cho h thng thng tin ca mnh qua khc phc cc s c nhmto lng tin cho ngi s dng. Bn cnh vic xut hin cc n v chuyn cung cpcc dch v v an ninh, an ton mng nh BKIS, VSEC, Athena...cng gp phn cithin bc tranh cn nhiu im ti trn ti Vit Nam.

II. Vai tr ca Thng mi in t i vi doanh nghip

Hi: i vi doanh nghip th TMT mang li li ch g cho h?

p: i vi doanh nghip Thng mi in t mng li li ch ln cho doanh nghip thhin qua cc yu t ch o nh sau:

a/ Thu thp c nhiu thng tin

Vi vic tham gia vo mi trng Thng mi in t ton cu, doanh nghip c c hi

c tip cn vi ngun thng tin a dng v khng l qua c c hi la chn ccthng tin ph hp nht cho hot ng kinh doanh ca mnh. V d ch trn Sn u giEbay trn Internet c ti 55 triu sn phm nm trong hn 50.000 danh mc hng khcnhau iu ny khin cho Ebay ni ting ton cu vi hn 157 triu thnh vin trn tonth gii

b/ Gim chi ph sn xut, bn hng, tip th v giao dch

TMT gip gim chi ph sn xut, trc ht l chi ph vn phng. Cc vn phng khnggiy t (paperless office) chim din tch nh hn rt nhiu, chi ph tm kim chuyn giaoti liu gim nhiu ln (trong khu in n hu nh c b hn); theo s liu ca hngGeneral Electricity ca M, tit kim trn hng ny t ti 30%. iu quan trng hn,vi gc chin lc, l cc nhn vin c nng lc c gii phng khi nhiu cng ons v c th tp trung vo nghin cu pht trin, s a n nhng li ch to ln lu di.

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TMT gip gim thp chi bn hng v chi ph tip th. Bng phng tin Internet/ Web,mt nhn vin bn hng c th giao dch c vi rt nhiu khch hng, catalogue in t(electronic catalogue) trn Web phong ph hn nhiu v thng xuyn cp nht so vicatalogue in n ch c khun kh gii hn v lun lun li thi. Theo s liu ca hngmy bay Boeing ca M, c ti 50% khch hng t mua 9% ph tng qua Internet ( v

nhiu cc n hng v lao v k thut), v mi ngy gim bn c 600 cuc gi inthoi.

TMT qua Internet/Web gip ngi tiu th v cc doanh nghip gim ng k thi gianv chi ph giao dch ( giao dch c hiu l t qu trnh qung co, tip xc ban u, giaodch t hng, giao dch thanh ton). Thi gian giao dch qua Internet ch bng 7% thigian giao dch qua Fax, v bng khong 0.5 phn nghn thi gian giao dch qua bu inchuyn pht nhanh, chi ph thanh ton in t qua Internet ch bng t 10% n 20% chi

ph thanh ton theo li thng thng.

Trong nhng yu t ct gim, yu t thi gian l ng k nht, v vic nhanh chng lmcho thng tin hng ha tip cn ngi tiu th (m khng phi qua trung gian) c ngha

sng cn i vi bun bn v cnh tranh bun bn. Ngoi ra, vic giao dch nhanh chng,sm nm bt c nhu cu ca th trng. iu ny c bit c ngha i vi vic kinhdoanh hng rau qu, hng ti sng, l th hng c tnh thi v, i hi phi c thi giantnh trong giao dch.

Tng hp tt c cc li ch trn, chu trnh sn xut (cycle time) c rt ngn, nh snphm mi xut hin nhanh v hon thin hn.

Thc t hin nay ti Vit Nam c kh nhiu doanh nghip quy m hot ng rt nh, hch c mt website bn hng vi vi nhn vin tr s c th t ti mt phng lm vic

bt c ni u. H qung b website bn hng ca mnh ra th trng th gii tm kimcc bn hng, h thit lp mt h thng cc nh sn xut cung cp sn phm cho khch

hng ca mnh sau khi k hp ng. iu ny gip cho doanh nghip pht trin rtnhanh v ct gim c rt nhiu chi ph trong hot ng kinh doanh, qung b, tip thv giao dch.

c/ Tng cht lng dch v khch hng

S dng cc tin ch ca Thng mi in t doanh nghip c th nhanh chng cung cpcho khch hng cc catalogue, brochure, bng gi, hp ng mt cch gn nh tc thi.Bn cnh vi website bn hng ca mnh doanh nghip to iu kin cho khch hngc c hi la chn sn phm ph hp vi y cc thng tin m khng cn thit phi titn tr s hay xng sn xut ca doanh nghip.

Sau khi bn hng doanh nghip cung cp hng s dng cc tin ch ca Thng mi int trin khai cc dch v chm sc khch hng mt cch nhanh chng v tc thi. Cch tr cho khch hng v s dng sn phm, dch v c th c tin hnh trc tuyn trnmng gip gim thiu thi gian v chi ph ca c doanh nghip v khch hng.

d/ Tng doanh thu

Do mt trong nhng c trng ca Thng mi in t l th trng khng bin gii nnchnh v th gip cho doanh nghip c c hi qung b thng tin sn phm, dch v camnh ra th trng ton cu qua gip tng s lng khch hng v tng doanh thu.

Bn cnh vi cc tin ch v cng c hiu qu ca Thng mi in t s gip chodoanh nghip khng cn th ng ngi ch khch hng n m s ch ng trong vic tm

kim khch hng qua gp phn y nhanh doanh thu ca doanh nghip.

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e/ To ra li th cnh tranh ca doanh nghip

Nu nh khng c Thng mi in t th cc doanh nghip va v nh v rt nh s rtkh khn trong vic cnh tranh vi cc doanh nghip ln v khong cch v vn, thtrng, nhn lc v khch hng. Khi ng dng Thng mi in t khong cch ny s bthu hp li do bn thn doanh nghip c th ct gim nhiu chi ph. Hn th na vi lith ca kinh doanh trn mng s gip cho doanh nghip to ra bn sc ring v mt

phng thc kinh doanh mi khc vi hnh thc kinh doanh truyn thng. Chnh nhngiu ny s to nn li th cnh tranh cho doanh nghip gip cho cc doanh nghip c

bit l cc doanh nghip va v nh thm ch l rt nh trong cuc cnh tranh vi cc ith ca mnh.

Hi: TMT em li nhiu li ch cho doanh nghip, vy n c nhng hn ch no mcc doanh nghip cn bit trnh khng?

p: TMT cng c mt s hn ch nh sau:

a/ c th ca sn phm

Trn thc t c mt s loi hnh hot ng khin doanh nghip khng th thc hin cthng qua ng dng Thng mi in t. V d, cc loi thc phm d h, sn phm ttin, hng c, n trang t thit k, kh c th xem xt, kim tra t xa, cho d ltng lai c xut hin nhng pht minh no mi i chng na.

Rt nhiu loi sn phm, dch v mong mun phn ln cc khch hng tim nng camnh c trang b y kin thc v sn sng mua hng, s dng dch v qua mngInternet. V d, ca hng tp phm trc tuyn nh Peapod ch cung cp dch v giao hngtrong mt vi thnh ph. Do ngy cng nhiu khch hng tim nng ca Peapod truy cpInternet v cm thy thoi mi khi mua hng trc tuyn, doanh nghip ny c th mrng cng vic kinh doanh sang nhiu vng khc. Nhng ngay c khi cc ca hng tp

phm trc tuyn pht trin ti mc bo ha; th hu ht cc ca hng ny li tp trungvo vic ng gi v dn nhn hng ha trong n lc kinh doanh ca mnh. Cc sn phmd h nh tri cy, rau qu, rt kh bn trc tuyn v khch hng mun kim tra v laring nhng th vn cn ti ngon.

b/ Thi quen tiu dng

Thc t hin nay i mua sm l thi quen v s thch ca rt nhiu ngi c bit l phn. H c th mt hng gi lang thang trong siu th, trung tm thng mi tm chomnh sn phm a thch hay thm ch ch l tiu khin. H thch c nhn, s, th

hng ho m mnh nh mua hn l xem chng trn Internet. Nhiu doanh nghip cn phii mt vi cc ro cn v vn ha v lut php trong vic thc hin thng mi in t.Mt s khch hng vn cn e ngi trong vic gi nhng thng tin v th tn dng ca hln Internet v mua hng trc tuyn, nhng mt hng m h cha c nhiu thng tin, chathy tn mt.

Bn cnh cn mt b phn cc doanh nghip h vn a thch hnh thc giao dch trctip mi to s tin cy cho h, tm l e ngi khi tip xc vi cc i tc mnh cha gp

bao gi c l mt thc t ca nhiu doanh nghip.

c/ Cng ngh

Tham gia vo lnh vc Thng mi in t khng th khng nhc n yu t cng ngh.

Mt thc t l ngy nay con ngi ang dn dn b l thuc vo cng ngh. Bn hy tngtng mt doanh nghip kinh doanh thng qua vic xy dng mt website trn mng khi

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h thng b trc trc khng vn hnh c do li ca cng ngh th s gy kh khn nhth no cho doanh nghip, iu ny c th dn n mt khch hng. B

Mt vn na l hin nay cng ngh thay i rt nhanh chng v theo kp iu btbuc doanh nghip phi c s u t v theo ui cho ph hp. Nu khng c s u tcho nhn vin trong cng tc o to th c th s gy nh hng n hot ng kinhdoanh ca doanh nghip khi cng ngh thay i.

Mt vn khc m cc doanh nghip mun thc hin kinh doanh trn Internet phi imt chnh l s kh khn trong vic tch hp c s d liu hin c v phn mm x lcc nghip v kinh doanh vn c thit k cho thng mi truyn thng vi cc phnmm chuyn dng cho thng mi in t. Mc d mt s doanh nghip cung cp dch vt vn v thit k phn mm ha hn s gn cht cc h thng hin ti vo trong h thngkinh doanh trc tuyn mi, nhng dch v ny cng s rt tn km.

Bi hc kinh nghim v s tht bi trong kinh doanh vi Thng mi in t ca Pets.comsau y s gip cho cc doanh nghip hiu r vn trn hn:

Vo thng 2/1999, Pets.com khai trng trang web ca mnh vi mong mun thc hinmt c kinh doanh ln vi 60% cc gia nh M c nui th cng s chi tiu hn 20 tUSD mi nm cho vic n ung, gii tr v chm sc chng. Hn 10.000 ca hng bn dng cho th cng. Nhng ca hng ny bao gm ca hng bn l, ca hng tp phm,h thng bn l c chit khu (nh Wal-Mart v Costco), v cc siu th th cng th hmi. Pets.com ly c mt tn min tuyt p v c nh khai thc nhng c hi docc nh u t cp cao mun u t vo cc cng ty thng mi in t. K hoch choPets.com l chi tiu mnh cho vic pht trin mt chi nhnh v mt trang web nhanhchng a cng ty tr thnh ngun cung cp trc tuyn hng u v cc sn phm linquan n th cng.

Sau khi a ra trang web, Pets.com c c 110 triu USD t cc nh u t t nhntrong nm 1999 v thm 80 triu USD t vic bn c phn cng khai vo u nm 2000.Pets.com chi hn 100 triu cho vic qung co trong sut thi gian hot ng ngn ngica mnh. Cng ty cng chi tiu ng k cho vic to ra ca hng trn web cung cp hn12000 sn phm khc nhau. Vo thng 11/2000, cha y 2 nm sau khi a ra trang webca mnh, Pets.com ph sn.

Pets.com to ra mt bc ngot thng mi in t trong mt lnh vc m kinh doanhtrc tuyn em li t thun li hn so vi thng mi truyn thng. Cc sn phm c t lgi tr trn trng lng rt thp (ngha l gi tr thp nhng trng lng li ln, dn nchi ph ng gi, vn chuyn cao, li nhun thp). Chi ph vn chuyn cho thc n th

cng, mt trong nhng mt hng bn chy nht ca cng ty, l nguyn nhn gy ra thual. Sn phm dnh cho th cng rt a dng v hnh dng, kch thc, cn nng gy rakh khn cho vic ng gi v vn chuyn.

Pets.com cng tiu tin rt nhanh khi m cc nh u t bt u nghi ng v kh nnghot ng di hn ca cc doanh nghip thng mi in t. Bi hc y l Pets.comkhng th to ra c nhng im mi, thun li hn so vi cc ca hng th cngtruyn thng. Khng c nhng thun li , doanh nghip s ph sn.

Nhng nm sau s tht bi ca Pets.com, mt vi doanh nghip bt u bn thc n choth cng v cc sn phm c lin quan trc tuyn trn Internet. Nhng doanh nghip ny cn thn hn so vi Pets.com khi a ra nhng mt hng kinh doanh. Nhiu doanh

nghip thnh cng bng cch ch bn nhng mt hng no c hnh thc vn chuynthch hp. V d, cc bc s th y, nhng ngi a ra cng thc n ung cho nhu cu n

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king c bit ca mt s loi th cng, thy rng h c th tnh chi ph hp l cho nhngsn phm ny c th thu li trong cng vic kinh doanh trc tuyn .

III. Tng quan cc m hnh TMT

Hi: Hin nay c cc m hnh TMT no trn th gii?p: Hin nay c mt s m hnh TMT ch yu nh sau:

a/ B2B

B2B (Business to Business): c hiu n gin l Thng mi in t gia cc doanhnghip vi nhau. y l m hnh Thng mi in t gn vi mi quan h gia cc doanhnghip vi nhau. M hnh ny chim ti trn 80% doanh s Thng mi in t trn toncu v ngy cng tr nn ph bin. M hnh ny gip h tr rt nhiu cho cc doanhnghip Vit nam trong vic kinh doanh vi cc doanh nghip nc ngoi da trn cc lich m n em li. Mt trong nhng m hnh in hnh trn th gii thnh cng tronghot ng theo m hnh B2B l Alibaba.com ca Trung Quc.

b/ B2C

B2C (Business to Consumer): c hiu l thng mi gia cc doanh nghip v ngitiu dng lin quan n vic khch hng thu thp thng tin, mua cc hng ho hu hnh(nh sch, cc sn phm tiu dng...) hoc sn phm thng tin hoc hng ho v nguynliu in t hoc ni dung s ho nh phn mm, sch in t v cc thng tin, nhn sn

phm qua mng in t. Mt trong nhng cng ty kinh doanh thnh cng trn th giitheo m hnh ny l Amazon.com vi vic kinh doanh bn l qua mng cc sn phm nhsch, chi, a nhc, sn phm in t, phn mm v cc sn phm gia nh.

c/ C2C

C2C (Consumer to Consumer): c hiu l Thng mi in t gia cc c nhn vngi tiu dng vi nhau. y cng c coi l m hnh kinh doanh c tc tng trngnhanh chng v ngy cng ph bin. Hnh thi d nhn ra nht ca m hnh ny l ccWebsite bn u gi trc tuyn, rao vt trn mng. Mt trong nhng thnh cng vang dica m hnh ny l trang Web u gi eBay. c thnh lp thng 9/1995, hin nay eBayl ch u gi in t ln nht th gii dnh cho vic mua bn cc sn phm cho cckhch hng ring l v cc doanh nghip nh. Trn eBay c ti 55 triu sn phm nmtrong 50.000 danh mc ngnh hng vi 157 triu thnh vin trn ton th gii.

d/ B2G

B2G (Business to Government): Thng mi in t gia doanh nghip v chnh ph

c hiu chung l thng mi gia cc doanh nghip v khi hnh chnh cng. N baohm vic s dng Internet cho mua bn cng, th tc cp php v cc hot ng c lin

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quan ti chnh ph. Hnh thi ny ca thng mi c hai c tnh: th nht, khu vc hnhchnh cng c vai tr dn u trong vic thit lp thng mi in t; th hai, ngi ta chorng khu vc ny c nhu cu ln nht trong vic bin cc h thng mua bn tr nn hiuqu hn.

Cc chnh sch mua bn trn mng gip tng cng tnh minh bch ca qu trnh muahng. Tuy nhin, hin nay kch c ca th trng Thng mi in t B2G nh l mtthnh t ca tng thng mi in t th khng ng k, khi m h thng mua bn cachnh ph cn cha pht trin.

Hi: Mt doanh nghip c th p dng c hai m hnh B2B v B2C vo hot ng kinhdoanh c khng?

p: Mt doanh nghip hon ton c th p dng c hai m hnh B2B v B2C vo hotng kinh doanh. Xt trn gc thng mi truyn thng mt doanh nghip c th vatin hnh bn bun v bn l thng qua cc h thng phn phi hoc cc cng ty con camnh. Mt khc cng c doanh nghip tin hnh hot ng kinh doanh vi cc doanhnghip khc (nh t hng t cc i tc mua nguyn vt liu...) sn xut hng hov bn l cho khch hng. Chnh v vy doanh nghip hon ton c th ng dng c haim hnh B2B v B2C vo trong hot ng sn xut, kinh doanh theo cch thc ph hpnht vi h.

IV. nh gi c hi ca doanh nghip tham gia vo TMT

Hi: Mt doanh nghip bt u ng dng TMT th nn bt u t u?

p: ng dng TMT mt cch c hiu qu doanh nghip cn phi lm r mt s vn sau:

1/ La chn m hnh ph hp

Doanh nghip cn phi xc nh m hnh ph hp ng dng TMT t vch racho mnh mt s cc gii php ph hp cho vic ng dng TMT nh xy dng website,tham gia vo cc Sn giao dch trong v ngoi nc...

2/ u t v c s h tng cho ng dng TMT

Doanh nghip nht thit phi c s u t v c s h tng cho vic ng dng TMT nhc s h tng v cng ngh (cc trang thit b phn cng, phn mm, ng truyn chodoanh nghip), c s h tng nhn lc (nhn lc v nghip v v k thut), doanh nghipcng cn lu cc vn v thanh ton, bo mt, an ninh, an ton v hiu bit cc vn

php l c lin quan chun b sn sng cho vic ng dng TMT.

3/ Lp k hoch kinh doanh vi TMT

Cn phi xy dng mt k hoch kinh doanh cho ng dng TMT vo trong hot ngca doanh nghip m bo cho s thnh cng v ph hp vi m hnh hot ng ming thi trnh c cc ri ro khng ng c xy ra.

Hi: C phi doanh nghip phi tham gia vo TMT bng mi gi?

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p: C th khng nh rng TMT khng th thay th hon ton thng mi truynthng chnh v th m doanh nghip cn phi xem xt, nh gi s ph hp ca doanhnghip mnh trong vic trin khai ng dng TMT trnh s lng ph v u t khnghiu qu.

Doanh nghip cng cn cn nhc thi im ng dng TMT mt cch ph hp em lis thnh cng trong hot ng sn xut, kinh doanh v trnh c nhng tht bi khngng c. Cn trnh s tham gia mt cch t theo phong tro m khng nh gi ng ccnhn t m bo s thnh cng trong ng dng TMT ca doanh nghip mnh.

Hi: Chng ti l mt doanh nghip rt nh, vy chng ti c th tham gia vo TMTkhng?

p: Nh trn trnh by, TMT em li nhng li th so snh rt ln so vi thngmi truyn thng m mt trong nhng li th l gip cho doanh nghip nh c th cnhtranh c vi cc doanh nghip ln. c kh nhiu m hnh cc doanh nghip thnh

lp ra vi s u t rt khim tn. H ch c mt vn phng nh, vi vi nhn vin sdng my tnh v mng xy dng v pht trin website ca doanh nghip mnh vqung b cc sn phm, hng ho m h c cc i tc l cc c s sn xut cung cphng ho cho h. Sau khi nhn c cc n hng t nc ngoi thng qua cc c s snxut h gom hng v xut cho i tc. Nh vy vi vic ng dng TMT h b quahu ht cc khu trung gian v tit kim c chi ph. Vn ca h l lm sao qung bv tm kim c khch hng thng qua mng Internet.

Thc t ti Vit Nam vi tnh nng ng v kh nng ti chnh hn hp rt nhiu doanhnghip va v nh thm ch rt nh ng dng mt cch c hiu qu TMT vo tronghot ng kinh doanh trong khi nhiu doanh nghip ln do h c sn i tc hoc do

m hnh cng knh cha c s nhy bn trong vic tip cn vi loi hnh kinh doanhmi m ny.

Hi: Ti Vit Nam hin nay cn thiu nhiu iu kin cn thit cho TMT pht trin,nn chng doanh nghip chng ti i n khi y cc iu kin ri mi tham

gia?

p: ng l ti Vit Nam hin nay chng ta cn thiu nhiu iu kin cn thit choTMT pht trin nh: nhn thc ca doanh nghip v TMT cn hn ch, cha hnhthnh mt cch hon chnh c s php l, vn thanh ton cn cha hon thin, vn

bo mt, an ninh, an ton cn b ng, cha pht trin nhiu cc dch v TMT cho doanh

nghip tuy nhin vic nhiu doanh nghip thnh cng trong ng dng TMT hin nay minh chng mt iu nhiu doanh nghip bit cch ng dng TMT mt cch ph hpvi m hnh hot ng ca mnh v bit cch khc phc cc ro cn hin nay ca TMTti Vit Nam.

Thc t vic ng dng TMT l theo nhiu cp khc nhau v em li hiu qu cng cc mc khc nhau. Bn cnh cc doanh nghip c th tham gia vo mi trngTMT quc t mt cch d dng khi tham gia vo hot ng kinh doanh ti cc m hnhTMT trn th gii. Hn th na chng ta vn khng nh TMT khng th thay thhon ton thng mi truyn thng do vic ng dng TMT cc cp , cc m hnhv thi im khc nhau s em li cc hiu qu cc mc khc nhau cho doanh nghip

v doanh nghip cng cn phi c s u t di hn cho m hnh kinh doanh mi m ny.

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C nh vy n cng s to hiu ch tch cc tc ng ngc tr li nhm hon thinhn na cc iu kin, cc c s cho s pht trin TMT nc nh.

------------------------------

Tm tt ni dung Chng 1:1. Thng mi in t (e-commerce) hin nay c hiu theo ngha rng l vic thc hinmt phn hay ton b qu trnh hot ng kinh doanh thng qua cc phng tin in t,theo ngha hp th phng tin in t y ch l Internet.

2. C th thy c s khc nhau gia thng mi in t v thng mi truyn thng thngqua hnh thc giao dch, vn th trng, ch th tham gia v mng li thng tin

3. ng dng v pht trin thng mi in t cn lu ti mt s vn nh vn nhn thc, nhn lc, h tng c s cng ngh thng tin v truyn thng, h tng php l,h thng thanh ton in t v vn an ninh, an ton.

4. Thng mi in t c vai tr quan trng i vi doanh nghip trong vic thu thpthng tin, gim chi ph, tng cht lng phc v khch hng, tng doanh thu, to li thcnh tranh cho doanh nghip. Bn cnh cng cn lu cc c th ca sn phm cngnh vn cng ngh v thi quen tiu dng khi ng dng thng mi in t trongdoanh nghip.

5. C nhiu m hnh ng dng thng mi in t nh B2B, B2C, C2C, B2G v mtdoanh nghip c th ng dng nhiu m hnh khc nhau vo trong hot ng kinh doanh.

6. Thng mi in t c vai tr quan trng i vi doanh nghip tuy nhin khi ng dngdoanh nghip cn la chn m hnh ph hp, u t c s h tng v xy dng mt khoch kinh doanh thng mi in t cho ring mnh trnh tnh trng ng dng theo

phong tro.

7. Thng mi in t gip cho doanh nghip nh c th cnh tranh vi doanh nghip lnv mc d hin nay Vit Nam cn ang trong qu trnh hon thin cc h tng m bocho thng mi in t pht trin th iu cng khng cn tr cc doanh nghip ymnh vic ng dng thng mi in t vo trong hot ng sn xut, kinh doanh camnh.

-------------------------

Mt s thut ng v khi nim dng trong chng:

Sn giao dch thng mi in t

Gian hng o

Sn u gi

ITC

WTO

UNCITRAL

OECD

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Chng 2:

BN HNG TRN INTERNET:

M HNH V TRIN KHAI

Bn hng trn mng

Cc m hnh to doanh thu bn hng thng qua Internet

Bn hng trn Internet Vit Nam

Doanh nghip trin khai k hoch bn hng trn mng

Makerting trn mng

Vi s ra i ca cng ngh thng tin v truyn thng, thng mi in t pht trin ngycng mnh m, trong c th thy r v in hnh nht l ng dng thng mi in ttrong hot ng kinh doanh ca doanh nghip vi khch hng, m chng ta thng bitn vi cm t B2C (Business to Customer). K t khi ra i, B2C tng trng khng

ngng v tr thnh knh thng mi hiu qu ca cc nn kinh t pht trin. Chng nys gii p v s hnh thnh, pht trin v cc li ch ca vic ng dng Internet vo hotng kinh doanh thng qua mt s m hnh to doanh thu bn hng ph bin trn th gii.ng thi Chng cng tr li v thc trng, cc thun li v kh khn ca cc doanhnghip Vit Nam khi tip cn vi loi hnh thng mi in t mi m ny, qua a racc phng thc tip cn c hiu qu cng nh chin lc Marketing trn mng nhm gp

phn thc hin thnh cng k hoch bn hng trn mng ca doanh nghip. Mt trongnhng cng c qung b hiu qu cng s c gii thiu trong chng ny l qung coqua Google Adwords.

I. Tm hiu v bn hng qua Internet

Hi: Bn hng trn mng l g?

p: Bn hng trn mng c bit n chnh thc nh phng thc giao dch thngmi in t dng B2C (Business to Consomer), y l hot ng giao dch c thc hingia doanh nghip cung cp hng ha v ngi tiu dng. Hot ng ny ra i v phttrin mnh m ti M v ban u s dng nhiu cho bn l hng ha, dch v du lch,khch sn, bn v my bay, v xem ca nhc

Cng vi s pht trin ca Internet, bn hng trn mng tng trng khng ngng v

cho n nay y vn l knh thng mi hiu qu ca cc nn kinh t pht trin. Chng ta

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cng theo di s pht trin ca bn hng trn mng thng qua mt trang Web bn l niting l amazon.com.

Amazon.com - tng ica thng mi in t

Ngy 16/7/2006, hng bnl trc tuyn ln nht thgii s k nim sinh nhtth 10. Hin nay,Amazon.comang c mtv th vng chc v kinhdoanh trn Internet m gnnh khng c i th xngtm.

Ra i nm 1995 vi a ch tn min l www.amazon.com, Amazon ban u n gin ch

l trang web chuyn cung cp v bn cc loi sch trn mng, Amazon bt u m rngkinh doanh ra ngoi lnh vc sch vo nm 1998 khi b sung thm dch v mua bn nhcv DVD. Mt nm sau h m rng thm hng in t, chi, game, hng trang tr nitht, phn mm tin hc. Hin nay, hng cung cp 31 chng loi hng ti 7 nc. Doanh s

bn nc ngoi chim hn 1/2 doanh thu nm ngoi ca Amazon.

Hin nay, Amazon c gn 49 triu thng thng xuyn mua hng. Vi doanh s6,92 t USD nm 2004, Amazon ng v tr s 1 trong danh sch 400 hng bn l trctuyn ln nht do tp chInternet Retailerthng k hng nm.

Hin nay c hn 900.000 i l bn l bn th 3 cung cp sn phm ca h ln trangAmazon, chim hn 1/4 tng doanh s nm ngoi ca Amazon. Gii quan st nhn nh

Amazon thnh cng nh s a dng v hng ha, mt thng hiu d nh, mt website dtruy cp v khai thc thng tin cng vi tin cy v dch v cc cao. Amazon xydng c mt nn tng khch hng ht sc trung thnh v h canh tc trn cnh ngmu m bng cch lin tc gim gi ng thi tng cng cc tin ch trn website,Dan Geiman, nh phn tch ca hng McAdams Wright Ragen, nhn xt.

Theo vnexpress (Trich theo CNN)

Hi: Bn hng trn mng mang li li ch g i vi doanh nghip ?

p: Khng th ph nhn nhng ng gp khng nh ca thng mi in t cho nnkinh t ni chung v cho doanh nghip ni ring. Cc doanh nghip ngy nay tng bctn dng nhng li th ca thng mi in t nng cao nng lc kinh doanh ca mnh,chng ta cng nhn li nhng li ch c bn m thng mi in t em li cho doanhnghip, c bit i vi cc doanh nghip tham gia bn hng trc tuyn trn mng.

- Thng qua thng mi in t, cc doanh nghip to thm knh qung b, mrng th trng, thit lp knh phn phi mi. So vi cc phng thc m rngth trng truyn thng nh thit lp h thng i l, chi nhnh hay thu ngoivi chi ph rt ln th r rng phng thc s dng mng Internet khng nhngvi chi ph thp m cn mang li cho hiu qu cao cho doanh nghip. Vic mrng th trng, tip cn th trng nh vy khng b hn ch bi khng gian v

thi gian, cc khch hng trong v ngoi nc c th tm thy nhng thng tinsn phm ca doanh nghip vo bt k thi im no h mong mun.

24
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- Gim chi ph sn xut, to iu kin gim gi bn sn phm v nng cao kh nncnh tranh: Thng qua Internet, doanh nghip s gim c cc chi ph vn

phng (giy t, vn bn, in n,), ti thiu ha chi ph s dng cho vic qungb sn phm bng cch gim hay loi b cc phng thc qung co tip th trctip truyn thng v thay th bng vic qung co trn website v cc cng c

qung co trc tuyn khc.- p ng nhanh nhu cu v th hiu ngi tiu dng, to li th i u trong kinh

doanh: Nhng s thay i v th hiu ca ngi tiu dng trn Internet s ddng c phn tch sm, kp thi, doanh nghip s nhanh chng c thng tin iu chnh nh hng kinh doanh ca mnh cho ph hp.

- Gim chi ph giao dch: y l li th cho c ngi tiu dng v doanh nghip,thay th vic phi s dng nhiu mt bng, kho hng truyn thng cho knh phn

phi, thng qua mng Internet, doanh nghip p ng cc nhu cu ca khchhng bng cch p ng cc n t hng trc tuyn c chuyn n qua cc

phng thc in t. Cng vic ny cng to thun li cho khch hng do khng

phi mt chi ph vn chuyn, thi gian tm kim, m vn c p ng hng hamnh yu cu. Vic phc v tt phng thc kinh doanh nhanh chng qua mngInternet cng to cho doanh nghip iu kin cng c quan h vi cc khchhng truyn thng v li ko thm cc khch hng mi.

- Ngoi ra cn k n rt nhiu cc li ch khc m thng mi in t c thmang li cho doanh nghip nh vic cp nht nhanh chng kp thi cc thng tintrn mng v gi c, thng tin hng ha dch v, tng cng cc hot ng kinhdoanh, qung b sn phm nh k, gim chi ph nhn s phc v cho knh phn

phi ca doanh nghip

II. Cc m hnh to doanh thu bn hng qua Internet:

Hi: Vy c nhng cch no to ra doanh thu t bn hng trn Internet

p: Hin nay trn th gii c ph bin mt s dng to doanh thu bn hng trn Internetnh sau:

- M hnh doanh thu bng danh mc sn phm trn Web

- M hnh doanh thu thng qua qung co

- M hnh doanh thu thng qua thu ph giao dch- M hnh doanh thu thng qua thu ph dch v cung cp

Hi: Th no l m hnh doanh thu bng danh mc sn phm trn Web? (WebCatalog Revenue Model)?

p: Rt nhiu cng ty cung cp hng ha v dch v trn mng bng cch p ng yucu ca khch hng thng qua danh mc hng ha c khch hng chn la v gi licho cng ty. y l phng thc to doanh thu ph thng ra i t nm 1892, khi mtthng nhn c tn Aaron Montgomery Ward bt u bn hng hng ha ca mnh thng

qua gii thiu mt danh mc hng ha m anh ta c. Cho n nm 1895, Richard Sears vAlvah Roebuck bit tin hnh gi danh mc hng qua ng bu in cho cc nng

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dn v dn c thnh th nh. Sau c Aaron Montgomery Ward, Richard Sears v AlvahRoebuck u tr thnh nhng doanh nhn bn l thnh cng M nhng nm 50 cath k 20.

Theo phng thc ny, ngi bn s thit lp mt danh mc hng ha km hnh nh sau s dng nhng hnh nh ny cng thng tin chi tit gi cho khch hng tim nngca mnh. V phn mnh, ngi mua s to n hng mong mun v gi li hay gi incho ngi bn. Vi tn gi thng thng l Th t hng hay Danh mc mu,

phng thc ny c chng minh thnh cng bng vic danh mc hng ha cung cpngy cng c m rng bao gm hng may mc, my tnh, hng in t, gia dng v qutng.

Cc cng ty c th s dng phng thc ny to danh mc hng ha, dch v cung cptrn mng Internet thay th hay b sung cho cc danh mc hng in sn. Khi danhmc hng c m rng theo cch ny, n thng c gi l M hnh to danh mchng bn trn Website (Web Catalog Revenue Model). Khch hng c th d dng thng thng qua Website hay gi in trc tip n nh cung cp m khng nht thit n

tn ni phn phi xem v t mua. C mt iu ng lu l c rt nhiu ngimua hng vn cha sn sng chp nhn n. Trn th gii, vo nhng nm u tin phttrin xu hng tiu dng theo hnh thc thng mi in t, hu ht nhng ngi muahng ch s dng website ca nh cung cp truy cp thng tin sn phm, dch v sau h li t mua bng in thoi. Nhng khch hng ny thng e ngi cung cp thng tinth tn dng khi mua hng trn mng, chnh v vy hu ht cc cng ty s dng m hnhto danh mc hng bn thng chp nhn khch hng thc hin thanh ton giao dchthng qua in thoi hay th bu in.

c rt nhiu cng ty thnh cng bng phng thc bn hng thng qua to danh mchng bn, h chp nhn v thc hin cc th t hng ca khch hng gi n ng thi

m rng hot ng kinh doanh trn mng Internet. Mt s cng ty khc li chp nhn sdng phng thc to danh mc hng bn trn Website sau khi nhn thy l cc hng ham h bn thng qua mng phn phi truyn thng ( ca hng, kho hng) cng c th

bn c nh vy trn Internet. Knh phn phi mi ny khng i hi doanh nghip phixy dng thm kho hng ng thi li gip m rng i tng khch hng trn phm viton th gii. C th k n mt s nhm ngnh hng chnh m cc doanh nghip chtrng p dng m hnh bn hng qua mng nh: my tnh v hng in t; sch; a nhcv video; hng ha cao cp; qun o; hoa v qu tngChng ta s xem di y mt scng ty hng u kinh doanh theo m hnh ny:

- My tnh v hng in t: Apple, Dell, Gateway v Sun MicrosystemsHuht cc cng ty ny, thng qua website ca mnh, u cung cp danh mc hngrt a dng v phong ph cho khch hng, t cc my tnh c nhn loi nh chon cc my ch c ln, phc v i tng khch hng l ngi tiu dng cnhn, doanh nghip cho n cc t chc.

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Cng ty Dell thnh lp nm 1984 vi tng: bn cc chng trnh trc tip cho ngitiu dng. Vi tng ny, Dell b qua khu bn hng trung gian, gim bt thi gianv chi ph pht sinh khng cn thit, gip khch hng c th tip cn c sn phmnhanh nht vi gi c thp v cht lng cao. Nh , Dell nhanh chng tr thnh ngi

tin phong cung cp ccsn phm v dch vmy tnh cho cc cngty ln hng u th giiv cng l mt trongnhng cng ty sn xutmy tnh c nhn lnnht th gii.

Khi Internet ra i, Dellcng nhanh nhy acng ty ln mng

qung b. Trang webwww.dell.com ra inm 1994, v nm 1996

h thng dch v bn hng in t ca Dell chnh thc i vo hot ng. Mt nm sau ,Dell tr thnh cng ty u tin t 1 triu USD doanh thu bn hng qua Internet. Hinnay, mi qu trang web chnh thc ca cng ty nhn c trn 1 t lt truy cp trn khp86 quc gia c tr s ca Dell, s dng 28 ngn ng, phng ng v chp nhn 29 loitin t khc nhau. Cho ti nay sau hn 20 nm hot ng, cng ty c xp x 46.000nhn vin trn khp th gii.

- Sch; a nhc v video: khi ni n th trng cc sn phm sch; a nhc v

video cung cp trn mng, khng th khng nhc n Amazon, nh cu chuynthnh cng m chng ta nhc phn gii thiu v bn hng trn mng,Amazon l mt in hnh v p dng thnh cng m hnh bn hng to doanhthu qua vic cung cp danh mc hng ha ti khch hng.

- Hng ha cao cp; qun o; hoa v qu tng: Versace, Tiffany & Co, Wet Seal,Gap, 1-800-Flowers

- Ngoi ra cn phi k n s thnh cng ca cc nh cung cp cc hng hadi dng bn chit khu trn mng Internet, c th d dng nhn ra y lm hnh ca cc chui siu th khng l nh Walmart hay Carrefour

Mt v din hnh lchui siu thln nht vthnh cngnht nc Mv th gii lWalMart s dng hthng thng tin qun l v

phn phi cc

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mt hng vi tng chi ph lu thng l 10% trong khi cc i th cnh tranh khc phichu mc chi ph ny l 25%. iu ny gp phn gii thch s ln mnh ca WalMarttrong vng gn 15 nm qua, vt qua nhiu i th ln. Gi tr ca WalMart t tihn 100 t USD trong nm 2003. WalMart cng i u trong vic bn hng thng quaInternet vi vic xy dng mt siu th (Cyber Mall) trn mng

Theo sbv.gov.vn

Hi: Th no l m hnh doanh thu thng qua qung co (Advertising-supportedRevenue Models)?

p: M hnh to doanh thu thng qua qung co (Advertising-supported RevenueModels) c dng ph bin ban u cho mng li truyn hnh ti M. Cc hng truynhnh cung cp chng trnh min ph cho ngi xem km theo l cc on qung co.Doanh thu t hot ng qung co ny gip cho hng xy dng cc hot ng khc

nh lp hay mua cc chng trnh tip theo. Rt nhiu cc chuyn gia mng Internet sm nhn ra v tin tng vo tim nng ca vic qung co trn Internet, c th thy chbt u t s khng v doanh thu nm 1994, nhng n nm 1998 cc hot ng qungco trn mng bng n vi doanh thu ln n 2 t USD. Tuy c xu hng chng li vthm ch i xung trong giai on t 2000 n 2002, nhng sau qung co trn mng

bt u pht trin tr li vi tc chm hn. Hin nay c th k n mt s cc trangWeb thng tin in hnh thnh cng trong vic s dng m hnh ny nh About.com,HowStuffWorks v Myspace.com. Cc trang web ny thnh cng khi tp trung vo thuht mt s lng nht nh ngi truy cp thng xuyn m cc thng ip qung co cth c gi trc tip n h. Tham kho y l trng hp ca About.com vHowStuffWorks, c hai u cung cp trc tip cc thng tin cn thit v hu ch n

ngi truy cp: v d mt ngi mun tm hiu cch thc s dng l si trn cc trangny, khi anh ta s c thy trn trang mt thng ip qung co v l si km theocc thng tin chi tit m anh ta cn. Trang web khng cn nht thit l nhn cc thng tinca khch hng ny gi li m vic khch hng truy cp tm hiu cc thng tin v l sil c s nh cung cp trang web tin hnh thu ph qung co trn trang.

Hin nay mt s m hnh ph bin s dng qung co trc tuyn c th k n nh: Cngthng tin (Web portal), Bo in t v mt s trang tp trung i tng truy cp nht nh

- Cng thng tin: Mt trong nhng cng thng tin in hnh l Yahoo! Mttrong nhng trang web u tin xy dng theo m hnh trang web a dng, baogm nhiu trang khc nhau tp trung nhiu i tng ngi truy cp. Yahoo!

Hin ti y l trang web dn u v s lng truy cp trn th gii (Theothng k ca Alexa.com), iu ny cho php Yahoo! m rng cc danh mctrang thng qua mt cng vo tp trung l www.yahoo.com (khi nim cngthng tin c hiu nh ca ng truy cp vo trang). Yahoo! hu nh tptrung hu ht cc loi trang thng tin v km theo cng c tm kim trn mng:trang mua bn, cc trang tm kim, cung cp E-mail min ph, tr chi, mnhc, th vin nh.Bn cnh Yahoo, cc cng thng tin in hnh khc cngs dng m hnh qung co trc tuyn nh AOL, AltaVista, Google, C-Nethay MSN ca Microsoft.

- Bo in t: y l m hnh kh ph bin s dng cch thc to doanh thu t

qung co, cng nh cch to qung co ph thng nh bo giy truyn thng,cc bo in t cng tin hnh qung co cho khch hng bng cch cho thu

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ch t Logo, ng link, bannerMt s cc trang in hnh m chng ta cth thy Vit Nam nh Vnexpress.net hay Vietnamnet.vn

- Mt s trang tp trung i tng truy cp nht nh: cc trang ny tp trungvo mt i tng ngi dng c mc ch nht nh khi tm kim thng tintrn mng, sau khi thu ht c ngi dng thng xuyn, vic tin hnhqung co trn cc site ny thng thng s c mc ph cao hn cc cch thcqung co trc tuyn khc. Mt v d d thy l cc trang tm kim vic lmtrn mng nh CareerSite trn th gii hay Vietnamworks ti Vit Nam. Ngoira cn c mt s trang kh ni ting khc nh AutoTrader.com,CycleTrader.com chuyn dng cho mua bn cc phng tin giao thng sdng li.

Hi: Th no l m hnh doanh thu thng qua thu ph giao dch (Fee-for-transactionRevenue Models)?

p: Trong m hnh to doanh thu thng qua thu ph giao dch, nh cung cp dch v tinhnh thu ph dch v da trn khi lng giao dch m khch hng s dng. Mt sdch v nh vy c nh cung cp m rng trn website. Khi trn website, khchhng c th truy cp nhng thng tin cn thit s dng cho giao dch ca mnh, v khikhch hng sn sng s dng cc mu c sn trn trang tin hnh nhp thng tin giaodch, nhng nh cung cp dch v ca website s tin hnh thc hin giao dch vi mc

ph thng thp hn nhiu so vi cc nh cung cp dch v thc hin giao dch truynthng. Chng ta s cng tham kho mt s loi hnh kinh doanh s dng m hnh ny trnth gii:

- Cc cng ty du lch: cc cng ty du lch thng thu c hoa hng t cc

khon chi ph nh v my bay, t phng khch sn, thu t du lchchokhch t chuyn du lch qua cng ty. H hiu rng yu t quan trng khchhng n vi h l phi c y cc thng tin cn thit v c gi tr m khchhng mong mun, khi my tnh v Internet, vi c th ca mnh, s ddng tng hp, phn loi v truyn ti nhanh chng cc thng tin nh vy nkhch hng ca cng ty. Trn thc t, cc hng du lch trn th gii thng sdng mng my tnh tin hnh giao dch t chuyn cho khch hng, mt hthng in hnh v mng my tnh nh vy l h thng Sabre. Travelocity lhng du lch ni ting s dng h thng ny, bn cnh cng phi k nExpedia ca Microsoft

- Cc hng phn phi xe hi : ng vai tr l trung gian, cc hng phn phi xehi mua xe t nh sn xut v bn li cho ngi tiu dng. Vic m phn traoi thng nht gi bn cho khch hnh thng mt thi gian v nhiu khchhng khng mun tin hnh theo cch mua trc tip ti hng nh vy. Do nhiu hng nhanh chng s dng mng Internet cung cp cc thng tincn thit cng nh thc hin giao dch cho khch hng trn website, v h t c nhiu kt qu kh quan. C th k n MSN Autos, Carsdirect.com,Autoweb.com hay Autobytel

- Cc cng ty mi gii dch v ti chnh (cng ty mi gii chng khon, migii bo him). Cng s dng m hnh thu ph dch v theo cc giao dch, cccng ty mi gii dch v ti chnh thu hoa hng theo giao dch thc hin cho

khch hng. Mt s cng ty mi gii chng khon thc hin cung cp dchv giao dch ny trc tuyn nh Merril Lynch, Smith Barney, Charles

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Schwabbn cnh l mt s hng mi gii bo him nh Insure.com,Insurance.com, Insweb

Hi: Th no l m hnh doanh thu thng qua thu ph dch v cung cp (Fee-for-

service Revenue Models)?p: Kh ging vi m hnh to doanh thu thng qua thu ph giao dch, cc cng ty sdng m hnh to doanh thu thng qua thu ph dch v cung cp cng tin hnh thu phhoa hng t cc dch v m khch hng s dng, tuy nhin theo m hnh ny nh cungcp s khng thc hin giao dch cho khch hng m tin hnh cung cp dch v trctuyn cho khch hng s dng. Mc ph c xc nh da trn gi tr ca dch v cungcp. Cc loi hnh kinh doanh thng s dng m hnh ny nh tr chi, gii tr trctuyn, t vn ti chnh, t vn lut

- Tr chi trc tuyn: khng ch trn th gii m ngay ti Vit Nam, dch v trchi trc tuyn c s pht trin rt mnh m. Nu ch tnh ring M, hng

nm c hn khong 10 t USD c s dng cho ngnh cng nghip gii trny. c th tham gia vo cc tr chi, hoc ngi chi phi tin hnh muacc phn mm tr chi ny sau ci t vo my tnh c nhn ca mnh, hoctr ph ng k tham gia vo tr chi trn mng Internet. Mt s cng ty phttrin cc phn mm tr chi ni ting c th k n nh Microsoft (vi MSNGames) hay Sony (vi Sony Play Station trn Station.com)

- Gii tr trc tuyn khc (xem phim, nghe nhc trc tuyn..): Tng t nh dchv tr chi trc tuyn; khi mun nghe nhc, xem phim trc tuyn hay mun tinhng bn nhc v b phim v my tnh c nhn ca mnh, ngi dng phi trkhon ph cho nh cung cp, cc khon ph ny c th tnh cho mt khong

thi gian s dng nht nh hoc cho mt dung lng ti v m nh cung cpquy nh trc. Mt s trang web kinh doanh dch v ny nh Movielink,RealOne SuperPass, Intertainer

- Cc t vn ti chnh, t vn lutPht trin mnh M v mt s nc Chuu, dch v t vn ti chnh, t vn lut thng c cc hng ln s dng trnmng Internet, nhm tn dng li th v uy tn ca mnh cung cp dch v tvn cho cc khch hng cc bang hay cc nc khc. Mt s trang cung cpdch v t vn trc tuyn nh vy c th k n nh MyDocOnline, Law onthe Web, CPA Directory

III. Bn hng trn Internet Vit Nam

Hi: Tnh hnh cc Website bn hng trn mng Vit Nam th no?

p: Do nhng li ch thy r mang li cho doanh nghip v ngi tiu dng m hnhthc thng mi in t B2C thng c cc doanh nghip la chn khi bc u tinhnh ng dng thng mi in t cho hot ng kinh doanh ca mnh.

Hn na cng c th thy vi tnh cht c th ca B2C phc v cho vic phn phi bnhng trn mng nn khi doanh nghip thng mi dch v thng nhanh chng ng dngm hnh ny hn cc doanh nghip sn xut hng ha n thun. Cc doanh nghipthng mi dch v ng vai tr trung gian phn phi s c li th hn trong vic tp hp

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danh mc hng ha thun tin v gn gi vi ngi tiu dng ch khng b b buc vomt nhm ngnh hng nht nh nh khi doanh nghip sn xut.

Ti Vit Nam trong vi nm qua, cc doanh nghip u t khng ngng cho vic phttrin thng mi in t. Theo bo co Thng mi in t 2005 ca V Thng mi int - B Thng mi, qua kho st cho thy c khong 89% cc doanh nghip c kt niInterrnet, trong t l s dng dch v bng thng rng tng trong nm 2005 (ln 80% sovi 66% nm 2004), c bit c n khong 70% doanh nghip s dng ADSL nh

phng thc hng u phc v cho hot ng kinh doanh ca mnh. V tnh hnh trinkhai, xy dng website doanh nghip, mc d cha nh gi c ht trnh cp nht,ng dng thng mi in t, tuy nhin s lng v cht lng cc website cng ch ra

phn no mc tip cn thng mi in t ca cng ng doanh nghip Vit Nam.Trong iu kin mi trng h tng v php l cho vic trao i d liu in t trc tip,thanh ton in t cn cha thc s pht trin nh hin nay, th vic qung b trc tuynthng qua cc website vn l cng c hiu qu doanh nghip thc y hot ng kinhdoanh ca mnh ra th trng quc t. Cng theo bo co Thng mi in t 2004 ca V

Thng mi in t - B Thng mi, tnh n thng 12/2004 c khong 17.500 websitedoanh nghip, trong rt nhiu trang nh hng theo m hnh B2C. S lng cc giaodch trn mng tng r rt v s lng v cht lng. Theo kho st t l phn b ccwebsite theo ngnh ngh, th chim t l cao l cc ngnh thit b in t, vin thng, hngtiu dng, dch v du lch, vt liu xy dng, th cng m ngh

Tuy nhin, do mt s hn ch v mi trng php l ang trong giai on hon thin vhn ch v c s h tng, c th ni hiu qu cc website thng mi in t hin nay tinc ta vn cha c cao, phn ln vn ch dng li mc gii thiu nhng thng tinchung nht v cng ty v sn phm dch v trn nn giao din gin n v t tnh nng.Kt qu iu tra c cng b trong bo co Thng mi in t 2005 cho thy, 99,6%cc website c cung cp thng tin gii thiu doanh nghip, 93,1% a thng tin gii thiusn phm, trong khi ch c 32,8% bc u c tnh nng h tr giao dch thng mi int nh cho php hi hng hoc gi yu cu, mt s rt t cho php t hng trc tuyn.Trong s t cc website c tnh nng h tr giao dch thng mi in t ny, 82% thucv cc cng ty kinh doanh dch v, trn cc lnh vc du lch, vn ti, giao nhn, qungco, thng mi

Mt s website trin khai m hnh thng mi in t B2C ti Vit Nam:

- Lnh vc dch v: websitewww.hnpt.com.vn ca Bu in thnh ph H Ni,cho php khch hng ng k lp t in thoi v tip nhn yu cu trctuyn; website www.vetau.com.vnca cng ty vn ti hnh khch ng stSi Gn cho php khch hng t v tu trc tuyn, dch v tm kim vic lmtrc tuyn www.vietnamworks.com

- Lnh vc thng mi: website www.vdconline.vnn.vn ca cng ty VDC,website www.golmart.com.vn ca cng ty TNHH G.O.L Co., websitewww.vietnamshops.com.

Hi: Lm th no DN xy dng mt website Thng mi in t ti Vit Nam?

p: i vi mt website thng mi in t, to thnh cng, website cn thu ht vduy tr s quan tm ca ngi s dng. iu ny ph thuc rt nhiu vo giao din trang,cc tnh nng tch hp vo trong trang v ni dung thng tin m trang truyn ti n ngidng. Khch hng thng thng dnh s ch tm kim nhng thng tin m t v gi chng ha dch v trn mng sau so snh, i chiu vi hng ha c cung cp trn

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trang khc hay hng ha tng t c cng tnh nng. Vic p ng mt cch thun tinnhu cu ca ngi tiu dng v kho st gi c hng ha l u th ni bt ca thng miin t cn c tn dng v pht huy, iu ny khng ch gip duy tr cc khch hngquen thuc m cn gip trang thu ht thm cc khch hng mi. y cng l nguyn tcc bn cc doanh nghip lm c s khi xy dng mt website thng mi in t cho

mnh.Cng vic u tin cn thc hin l vic phn tch thi quen v tm l tiu dng ca thtrng mc tiu l cc khch hng tim nng ca doanh nghip trn mng Internet, qua lm c s xy dng m hnh kinh doanh ca website. Tip theo l vic nghin cu danhmc hng ha, dch v c cung cp trn trang, y l ni dung c bn quyt nh sthnh cng ca trang do n gn lin vi nhu cu ca khch hng. Khng nhng th, victo thun li ti a cho ngi dng khi tm hiu hng ha trn trang l ht sc cn thit,qu trnh ny to iu kin khch hng c cm gic thn thin, thun li vi trang web vnng cao kh nng khch hng s quay tr li vi website sau .

Mt kinh nghim i vi khch hng trc tuyn chnh l giao din, y c th coi l

ngi bn hng trn mng ca doanh nghip, n cung cp cc thng tin, hnh nh chokhch hng theo mt b cc v ha tit nht nh, giao din cng l cch doanh nghipto n tng cho khch hng khi ln u truy cp vo trang web, gp phn vo quyt nhca khch hng s dng trang.

Nh cp phn m hnh to doanh thu thng qua vic to danh mc hng bn, hinnay trn th gii cc cng ty s dng m hnh B2C thng hot ng trn c hai lnh vcl thng mi truyn thng v thng mi in t (Wal Mart, Carrefour), nhm tndng li th h thng phn phi, vn chuyn c sn kt hp vi nhng tin ch ca bnhng trc tuyn. y cng c th coi l m hnh c th p dng cho cc doanh nghip Vit

Nam hin nay, nhng doanh nghip ang bc u tip cn vi thng mi in t, h c

th p dng dn dn vic bn hng trn mng trn c s h thng phn phi truyn thngsn c.

Sau y l nhng bc c bn m doanh nghip c th tham kho khi tin hnh xy dngmt website thng mai in t:

- Chn v ng k tn min: bn kim tra tn min mong mun xem cngi khc ng k hay cha, vic kim tra tn min bn c th tham kho quatrang web ca VNNIC, c bit l i vi nhng tn min cp 2 ng k tiVit Nam. Nu tn min cha b ng k bn chn tn min v ng k vinh cung cp.

- Thit k website: y l cng vic rt quan trng, bn phi chun b tht k nidung, cu trc giao din, danh mc hng ha, dch v, cu trc thng tin cawebsite cng nh cc tin ch m website cung cp cho ngi dng.

- Xy dng v qun tr website: trn c s thit k website, bn chuyn cho nv thc hin xy dng v a website ln Internet ng thi tin hnh thu dchv lu tr website ti nh cung cp dch v ny. Cng vic cn li l phn quntr website, n lin quan n cc thng tin trn trang, cc giao dch thc hinvi khch hng, t vn dch v, chm sc khch hng trc tuyn.Bn cngcn lu cng tc bo mt v bo v cho trang, y cng l yu t quan trngi vi vic to nim tin cho khch hng khi s dng trang

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Hi: Ti sao cc doanh nghip xut khu Vit Nam cn p dng TMT?

p: Theo kt qu iu tra c cng b trong bo co thng mi in t nm 2005 chothy c khong 100% cc doanh nghip xut khu ca Vit Nam hin nay kt niInternet, mt t l kh cao so vi cc cc doanh nghip khc, trong 70% cc giao dchca cc doanh nghip ny c tin hnh qua in thoi, e-mail hay cc cng c khc trnmng internet. a phn cc doanh nghip u coi Internet l knh tm hiu thng tin thtrng chnh v u t kh bi bn cho vic ng dng cng ngh thng tin cho hot ngkinh doanh ca mnh.

C th thy do tnh cht hng ngoi rt cao ca cc doanh nghip xut khu, nn s tipcn thng mi in t l nhu cu thit yu nhm hi nhp vi nn kinh t th gii. C th y do c th ca hot ng xut khu l hng ti nhng th trng bn ngoi lnhth quc gia, vic ng dng Internet gip cho doanh nghip trong vic tm hiu th trng,qung b sn phm v tin hnh giao dch vi i tc vi chi ph thp nhng t hiu qucao.

Cc doanh nghip Vit Nam hin nay cng rt ch trng vic xy dng website, c n66,3% doanh nghip xut khu c website ring, cha tnh n cc doanh nghip xutkhu s dng cc website trn cc Sn do n v trung gian cung cp (nh cc websitedoanh nghip trn trang www.vnemart.com ), y l t l kh cao so vi mt bng chungcc doanh nghip khc u t xy dng website. iu ny cho thy p ng nhu cuqung b khuch trng sn phm trn phm vi ton cu v khng b gii hn bi thigian, khng phi doanh nghip no cng c th u t tham gia cc hi tr, trin lm quct, hay i tm kim th trng. Thay th bng cch s dng website doanh nghip va titkim c cc chi ph , va gii thiu c hnh nh, thng tin v doanh nghip v sn

phm ca mnh n th trng quc t vo bt k thi im no.

Mt iu ng ch khc l vic ng dng cc cng c h tr giao dch ca cc doanh

nghip xut khu, y l iu rt quan trng v n khng nhng gim chi ph, nng cao uytn ca doanh nghip m cn to thun li cho khch hng thc hin giao dch nhanhchng. So vi t l 32,8% cc website thng thng c tnh nng h tr giao dch thngmi in t, th t l ny cc doanh nghip xut khu l 54,3% cc website cho phptng tc trc tuyn hi hng hay t hng. Tuy cn l t l khim tn so vi mc ng dng cc nc pht trin, nhng c th ni cc doanh nghip Vit Nam ngycng nhn thc cao hn v tm quan trng ca vic cung cp dch v trn gi, k c giaodch trc tuyn cho khch hng.

Trong iu kin mi trng php l cn ang trong giai on hon thin v h tng chothanh ton in t cn cha thc s pht trin, chnh v vy cht lng thc s ca cc

giao dch ni chung hin nay ca cc website bn hng ti Vit Nam l cha cao, rt nhiucc giao dch mi ch dng li mc trao i thng tin cn vic thanh ton vn phi sdng cc phng thc thng thng. y chnh l nguyn nhn m cc website thngmi in t ny ch yu nhm duy tr cc khch hng truyn thng v mt th trngkhch hng tim nng nht nh ch cha th thu ht ng o khch hng quc t thngqua Internet.

Cng cp n vic thu ht ngi dng cho cc website hin nay, cc doanh nghip xutkhu Vit Nam sm nhn thc c tm quan trng ca vic qung b trc tuyn nhyu t quyt nh n hiu qu ng dng thng mi in t trong hot ng kinh doanhca mnh. C khong 26,7% cc doanh nghip xut khu c ng k website vi cc cngc tm kim trc tuyn nh Google hay Yahoo

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ng dng thng mi in t c ngha ht sc quan trng i vi cc doanh nghip xutkhu Vit Nam trong iu kin hi nhp kinh t quc t nh hin nay, chng ta cng imquan tnh hnh ng dng thng mi in t ca mt s ngnh xut khu mi nhn:

- Ngnh dt may, da giy: c 100% cc doanh nghip xut khu da giy kt niInternet, trong 90% s dng ng truyn kt ni tc cao, 80% doanhnghip c trang web ring v khong 30% cc hp ng giao dch c k ktthng qua Internet.

- Ngnh th cng m ngh: vi 100% doanh nghip ng dng Internet trong ch yu s dng ADSL, iu ng ch cc doanh nghip xut khu thcng m ngh l c n 80% doanh nghip c website ring v mang tnhchuyn nghip cao, ngoi ra rt nhiu doanh nghip s dng phng thc thamgia cc Sn giao dch quc t tn dng li th ca cc Sn ny cqung b rng ri trn phm vi ton cu (nh www.vnemart.com,www.vinafrica.com ).

- Ngnh nng lm thy sn: cng vi 100% doanh nghip xut khu thy sn c kt ni Internet, tuy nhin s doanh nghip c website mi ch t 63%.

Cng vi h tng cng ngh v mi trng php l ang dn c ci thin, tin tngrng thng mi in t s tip tc mang li nhiu li ch cho cng ng doanh nghipVit Nam ni chung v cc doanh nghip hot ng xut khu ni ring.

IV. Doanh nghip trin khai k hoch bn hng tn mng

Hi: Lm th no s hin din ca doanh nghip trn Internet c hiu qu?

p: Cc doanh nghip thng thng th hin s hin din ca mnh mt cch hu hnhthng qua vic thit lp tr s, kho hng hay ca hng phn phi. Trn mng Internet, shin din ny cn c ngha quan trng hn, rt nhiu khch hng hay i tc bit ndoanh nghip hu nh ch thng qua website. Vic xy dng c hiu qu s hin din trnmng gip doanh nghip m rng hot ng kinh doanh ca mnh mt cch c hiu qu,chng ta cng nghin cu cc cch thc ph bin nhm thc hin mc ch ny:

- Xc nh mc tiu hin din trn trang web: khi doanh nghip xy dng cc cs kinh doanh hu hnh, ngi lnh o doanh nghip bao gi cng ch nhtrc nhng mc tiu t ra. Nhng cng ty mi th phi bit tm ra aim thun tin nht cho khch hng ca mnh trn mt din tch ln cho

php thc hin cc hot ng sn xut, kinh doanh. Cng ty mi ny phi cnbng gia nhu cu s dng cho kho hng, xng sn xut, gian trng by, vnphng vi chi ph cp cho phn din tch s dng . y l nhu cu c bnkhi thit lp mt c s hu hnh v n quan trng hn nhiu so vi vic chi ph thit k khng gian cho doanh nghip. Tuy nhin trn mng Internet, ccdoanh nghip thng c gng thit lp mt hnh thi hin din ring nhm gyn tng cho ngi dng. Mt website c thit k tt c th cung cp nhiuhnh nh v gi tr vi hiu qu cao nh: danh mc hng bn, khng gian trng

by, bo co ti chnh, h tr khch hngChnh v ngha ny m cc doanhnghip thng phi nghin cu v quyt nh cc tiu ch no m website cth cung cp v th t u tin ca cc tiu ch c chn theo mc quantrng.

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- Duy tr trang web s xut hin ca thng hiu: Cc doanh nghip khng cngngnh ngh kinh doanh, thm ch l cng ngnh ngh kinh doanh cng c thc cc cch th hin khc nhau s hin din trn Internet. Ly v d y ltrng hp ca Coca-Cola v Pepsi hai cng ty cng hot ng trong lnh vcsn xut, phn phi ung, tuy nhin h c cc cch th hin rt khc nhau

khi kinh doanh trn mng. Mc d c hai thng xuyn thay i giao din cctrang ca website, nhng trong khi Coca-cola lun duy tr hnh nh c trngca mnh l hnh chai Coca trn giao din, th Pepsi li thng a ln trangch cc ng dn hng lot cc hot ng v chng trnh khuyn mi sn

phm km theo ca mnh. y l nhng phng thc Marketing kh khc nhauca hai cng ty, trng khi ca Coca-Cola mang tnh cch truyn thng in hnhth Pepsi li tp trung vo th h tr trung hn

- Thc hin mc tiu hin din trn mng: mt trang web c to ra nhm thchin cc mc tiu ca doanh nghip nh thu ht ngi dng; gy n tng vhp dn duy tr khch hng; d dng dn dt ngi dng truy cp cc thng

tin trn trang; to u th thit k c trng ring ca doanh nghip; xy dngquan h tin tng vi khch hng; khuyn khch ngi dng quay tr liChng ta cng xem xt bi hc thc hin mc tiu ny ca cng ty Toyota.

Trn trang web ca mnh, cng tyToyota cung cp cc thng tin chi titcho tng loi xe, thng tin s dng chogiao dch, thng tin v cng ty, h trkhch hngS hin din ny ch rarng Toyota mun xy dng trang chca website cng ty vi mc tiu cung

cp cc nhng thng tin cn thit linquan n cc loi xe ca hng, p ngnhu cu ln nht ca i a s cckhch hng mong mun khi truy cpvo website trn mng Internet.

Hi: Lm th no nng cao tnh kh dng ca website?

p: Cc nghin cu ch ra rng ch c vi doanh nghip hon thnh c tt c cc mc

tiu m h t ra khi tin hnh kinh doanh trn mng. Thm ch cng c nhng trang webmc d thnh cng trong vic hon thnh hu ht cc mc tiu ra nhng li tht bi khicung cp hiu qu cc lin h tng tc vi ngi dng. Hu ht cc website u to ntng chung l doanh nghip s hu n rt quan trng v cc nhn vin th qu bn rn c th tr li cc yu cu hay t hng ca ngi dng. y khng phi l cch khuynkhch ngi dng tr thnh khch hng ca doanh nghip.

Vy phi lm th no nng cao kh nng s dng ca website, phc v tt nht chongi dng v cho khch hng?

- To s khc bit cho website: S nh gi sai lm v cch thc to s khc bitcho website l nguyn nhn khin cho nhiu doanh nghip tht bi khi tin

hnh kinh doanh trn mng. Hu ht cc website c thit k nhm th hins hin din ca t chc s hu n trn mng, thng tp hp nhiu cc ng

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dn n cc thng tin m t chc mun truyn ti ln. Vn l websitephi dn dt mt cch d dng ngi dng tm hiu v thng tin ca tchc, thng tin v hng ha dch v, thng tin ti chnh hay cc cch thc giaotip vi t chc . Trang web s c thnh cng hay khng da nhiu vo

phng php m h truyn ti nhng thng tin ny.

- Nm bt v phc v yu cu ca ngi s dng: doanh nghip thnh cng trnmng thng nhn thc c rng mi ngi dng website ca h u lnhng khch hng tim nng, v cn thch ng vi nhng tnh cch rt khcnhau ca nhng ngi dng ny. Him khi mt ai hay truy cp vo mttrang web do tnh c, h thng c l do v mc ch khi s dng website .Sau y l mt s ng c c bn ca ngi dng website trn mng Internet:Tm hiu cc hng ha, dch v m cng ty cung cp, Mua hng ha, dch vca cng ty; Tm kim thng tin v dch v bo hnh, chnh sch sa cha sn

phm; Thu thp thng tin chung v cng ty; Thu thp cc thng tin ti chnhnhm thc hin quyt nh u t; Tm hiu thng tin v lnh o cng ty; c

cu t chc ca cng tyNgoi ra website cng cn ch c b sung cctin ch phc v vic tm hiu ca ngi dng c nhanh chng v thuntin nht.

- Trung thnh v to lng tin: Khi bt u tin hnh bn hng trn mng, nhiudoanh nghip tin tng rng khch hng ca h ch cn cc thng tin y t c mc gi tt nht, m b qun cc kha cnh khc v kinh nghim muahng. Tuy nhin rt nhiu sn phm thng mang yu t ca dch v phc vkhch hng km theo. Mt ngi bn hng c th to ra gi tr trong mi quanh vi khch hng bng cch gy dng lng tin ca khch hng v pht trinn thnh s trung thnh. Cc nghin cu gn y ch ra rng vi 5% s lngkhch hng trung thnh tng thm (o lng bng t l khch hng quay li vicng ty) th cng ty c th tng li nhun t 25% n 80%. Rt nhiu cng tykinh doanh trn mng u t nhiu thu ht khch hng. Nu h khng cungcp cc cp dch v khch hng khc nhau to lng tin v trung thnh chokhch hng, cng ty c th khng b p li c cc chi ph u t ban ucng nh l b gim li nhun.

- Thng xuyn nh gi website: hin nay c rt nhiu cc website cung cpdch v o lng cc website khc trn mng, mt trong nhng trang web c

bit n nhiu nht l Alexa.com, trang web xp hng nhng website ton cu.Rt nhiu doanh nghip hin nay thng xuyn cp nht cc thng tin nh giv website ca mnh quyt nh vo vic u t theo nh hng c hiu

qu hn. i vi cc trang web bn hng trn mng vic nh gi truy cp lcha nh gi website, do mt s trang web chuyn dng o lngnh Bizrate.com l s la chn ca rt nhiu doanh nghip. Bizrate.com cungcp s so snh dch v bn hng trn cc trang bn hng trn Internet v a racc ng dn v nhng sn phm hng ha c mc gi thp nht, ch s dchv cao hay c ngi tiu dng tm hiu nhiu nht

Hi: Lm th no kt ni vi khch hng?

p: Mt yu t quan trng to nn hiu qu ca website l vic lin lc vi ngi dng-nhng khch hng hin ti hay tim nng ca doanh nghip. Vy bn cht ca vic lin lcny trn mng l g?

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Hu ht doanh nghip u quen thuc vi hai cch thc lin h thng thng vi khchhng l gp g trc tip v s dng cc phng tin thng tin i chng. Theo cchthc gp g trc tip, nhn vin ca doanh nghip tm v tip xc vi cc khch hng timnng nhm tm hiu v n vi khch hng. Trong khi vi cch thc s dng phngtin thng tin i chng, doanh nghip thng chun b cho vic qung co v chng

trnh khuyn mi ca doanh nghip hay v cc sn phm dch v ca doanh nghip. Sau doanh nghip chuyn nhng thng ip cho khch hng tim nng thng qua h thngtruyn hnh, pht thanh, bo ch, cc bng qung co trn i l hay trong cc th gi chokhch hng.

Internet, vn khng phi l phng tin thng tin i chng thng thng, mc d hinnay c rt nhiu ngi ang s dng n v nhiu cng ty xem website ca mnh nh lbng qung co ra bn ngoi. Internet c chc nng truyn ti nhng thng tin nnhng ngi dng ch ng tm kim trn website. Internet c v tr nh mt khch hnggi lin h trung gian, gia cc th trng rng ln m cc phng tin thng tin ichng ngm n vi nhng th trng trng im m phng thc gp g trc tip c

doanh nghip hng n p dng.Phng thc c im

Phng thc thng tin i chng Mt ngi bn c th gi cc thng tin son trc titt c ngi dng h thng thng tin i chng

Phng thc s dng Internet Mt hay nhiu ngi bn c th truyn ti nhngthng tin n mt hay nhiu nhng ngi dng chng tm kim trn website

Phng thc gp g trc tip Nhn vin doanh nghip gp g tng khch hng.

Internet to cho ngi dng rt nhiu knh lin lc, hoc lin h vi tng doanh nghipnh hnh thc gp g trc tip theo ngi dng lin h vi mt nhn vin ca doanhnghip thng qua website, hoc lin h ng thi nhiu ngi dng vi doanh nghip mtlc. Vic p dng thnh cng cc cch lin h vi ngi dng l yu t quan trng doanh nghip p ng yu cu ca ngi dng, duy tr s tin tng ca h v dn dt htr thnh khch hng ca doanh nghip.

V. Makerting trn mng

Hi: Th no l Marketing trn mng?

p: C rt nhiu nh ngha v e-marketing, chng ta cng xem qua mt s khi nimhin c s dng trn th gii:

Theo nh ngha c xy dng v s dng trong i hc Ohio State University: E-marketing l vic s dng cc cng c chin lc marketing cng cc hot ng km theotrn mt mi trng mng my tnh nh mng Internet. N bao gm quy trnh k hochc th t xy dng, phn phi, qung b, nh gi cc hng ha v dch v theo th trngmc tiu thng qua Internet hay cc cng c in t khc.

Mt nh ngha khc cng c s dng kh nhiu l nh ngha ca Dave Chaffey E-marketing l vic p dng cng ngh s theo m hnh cc knh trc tuyn (nh Web, e-

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mail, c s d liu, mobile/wireless & Truyn hnh s), tng cng cho hot ngmarketing nhm mc ch thu c cc li ch t khch hng thng qua vic nng caohiu bit cho khch hng,

Nh vy, c th hiu mt cch n gin, Marketing qua mng (hay e-marketing ) l victhc hin cc hot ng qung b mt thng ip n vi nhm i tng khch hng datrn cc cng c in t nh mng Internet, email, fax, mobile

Hi: Li th Marketing trn mng so vi marketing truyn thng?

p: Theo xu th pht trin, nhiu cng ty hin nay tm cch tn dng cc li th caqung co trc tuyn pht trin hot ng kinh doanh ca mnh. Cng vi s tngtrng ca cng ngh thng tin, marketing trc tuyn ngy cng th hin r nhng li thso vi cc phng thc Marketing truyn thng.

Mt vi u im c bn ca marketing trc tuyn so vi marketing truyn thng c ththy nh sau:

- Tnh nhanh chng, hiu qu ca marketing trc tuyn: kt qu c th thy theotng ngy, tng gi

- Gim chi ph vn phng v nhn s

- D dng xc nh mc tiu: vi s h tr cng ngh thng tin, cng ty c ththng xuyn cp nht, phn tch o lng thng tin phc v cng tc hochnh chin lc

- D dng gn kt, h tr cc chng trnh qung co truyn thng

- Tng cng kh nng tip xc vi khch hng mt cch nhanh hn v thng

xuyn hn- Vi s h tr m thanh, hnh nh v cc h tr khc, qung co trc tuyn

mang li s sinh ng v hp dn hn qung co bng giy in thng thng.

- Khng gii hn v khi lng thng tin truyn ti thng qua qung b trctuyn

Hi: C nhng cch Marketing c bn no qua mng?

p: Hin nay c rt nhiu cc cch thc khc nhau thc hin Marketing trc tuyn, cccng ty c th s dng mt hay ng thi nhiu cch thc gii thiu v sn phm, dich

v ca mnh. Sau y l mt s phng thc thng dng s dng trong marketing trctuyn:

- Qung co trc tuyn: Trong phng thc ny, cc cng ty mun c qungco s tin hnh thu hay mua khng gian qung co trn trang web c shu bi cc cng ty khc. Qung co trc tuyn c ngha hiu qu c bittrong hot ng marketing nhm gip cng ty thu ht khch hng v gii thiuv sn phm v dch v ca mnh. C nhiu nhiu cch tin hnh qung cotrc tuyn trn website: thu ch t banner, logo trn trang web, t trong thin t c gi bi nhng cng ty khc, hoc t trong nhng bn tin(newsletter) c gi i t cc website.

- Catalogue in t: Ging nh m hnh to doanh thu thng qua lp danh mchng bn, mt trong nhng thay i so vi marketing truyn thng l vic cng

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ty a mu sn phm, dch v ln website. iu cho php khch hng c ththy, tm kim thng tin chi tit v sn phm dch v mong mun... Thm vo, phng thc marketing ny cng tit kim rt nhiu chi ph cho cng ty dogim thiu c chi ph in n, xc tin gp g trc tip khch hng.

- S dng phng thc th in t E-mail: y l hnh thc qung co thng quavic cng ty gi cho khch hng cc th in t nhm mc ch qung b sn

phm - dch v. Tuy tng i tng tin hnh qung b v i tng nhnqung b m c th c nhiu loi hnh E-mail marketing khc nhau nh: E-mailcng ty gi cho khch hng, tch hp qung co c sn trong th gia ngitiu dng gi cho nhau (Yahoo mail, Google mail)

- Chng trnh i l (Afiliate programes): Chng trnh affiliate thc cht lmt phng php xy dng i l hay hip hi bn hng qua mng da trnnhng tho thun hng phn trm hoa hng. u im ca phng php ny lcng ty cung cp hng ha, dch v ch phi tr tin khi bn c hng.Phn ln cc chng trnh i l ny u thanh ton theo t l phn trm doanh

thu, mt s th tnh theo s lng c nh. Mt trong nhng trang web p dngthnh cng chng trnh lin kt kiu i l ny chnh l Amazon.com: theothng k, Amazon.com pht trin trn 60.000 a ch website i l. Khikhch hng truy cp vo website i l ri nhn vo ng lin kt n viwebsite ch v mua hng, website i l s c hng mt t l phn trmdoanh thu nht nh.

- Search Engines (cng c tm kim): Cng c tm kim c coi l s la chnu tin truy nhp thng tin trn mng Internet khng ch i vi ngi midng Internet m ngay c nhng nh marketing trc tuyn chuyn nghip.Chng ta c th d dng thy c tm quan tr

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