i

LICAMOANTixincamoanylcngtrnhnghincucaringti.Nhngsliu, dliuvktquaratronglunnltrungthcvnidunglunnchatng caicngbtrongbtkcngtrnhnghincuno. Ngicamoan

Tcgi

ii

MCLCTrangphba Licamoan Mclc Danhmccckhiuvtvittt Danhmcccbng Danhmccchnh Danhmccchp PHNMU ..................................................................................................... 1 1. 2. 3. 3.1. 3.2. 4. 4.1. 4.2. 5. 5.1. 5.2. Tnhcpthitcalunn ........................................................................... 1 Tnhhnhnghinculinquannlunn................................................ 3 Mctiucalunn................................................................................... 4 Mctiuchung....................................................................................... 4 Mctiucth....................................................................................... 4 itngvphmvinghincu ............................................................... 5 itngnghincu ............................................................................. 5 Phmvinghincu ................................................................................ 5 Phngphpnghincu............................................................................. 5 Phngphplunnghincu................................................................. 5 Phngphpthuthp,xlvphntchdliu ................................... 6 itngkhost ........................................................................... 6 Ngundliu................................................................................... 7 Phngphptinhnhthuthp,xlvphntchdliu .............. 8

5.2.1. 5.2.2. 5.2.3. 6. 7.

Tnhmi,tnhco,tnhsngtocalunn...................................... 10 Ktcucalunn................................................................................... 11

CHNG 1: C S KHOA HC V HOCH NH CHIN LC THM NHPTHTRNGTHGIICANGNHHNG..................................... 12 1.1. Chin lc thmnhp th trng th gii ca mtngnhhngvngha

caniviphttrinnnkinhtqucdn ....................................................... 12

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1.1.1. Khinimchinlc............................................................................ 12 1.1.2. Khinimchinlcthmnhpthtrngthgii ............................. 14 1.1.3. ngha vic hoch nh chin lc thm nhp th trng th gii ca mtngnhhngiviphttrinnnkinhtqucdn ....................... 16 1.2. Hochnhchinlcthmnhpthtrngthgii................................ 17

1.2.1. Xcnhmctiuthmnhpthtrngthgii .................................. 17 1.2.2. Lachnthtrngmctiu................................................................ 18 1.2.2.1. Thuthpthngtinlachnthtrng ....................................... 18 1.2.2.2. Ccphngphplachnthtrngmctiu............................... 19 1.2.2.3. Lachnphngphplachnthtrngmctiu...................... 24 1.2.3. Phntchcnhtranh ............................................................................. 27 1.2.3.1. Phntchngnhkinhdoanh............................................................ 27 1.2.3.2. Phntchlithcnhtranhqucgia .............................................. 28 1.2.3.2.1. Nhngyutquytnhlithcnhtranhqucgia............... 28 1.2.3.2.2. Nhng yu t to ra li th cnh tranhqucgia i vi ngnh ch ................................................................................................ 31

1.2.3.2.3. Phntchlithcnhtranhcaccqucgiaxutkhuch.... 33 1.2.4. Phntchnnglccnhtranh ............................................................... 34 1.2.5. Lachnchinlccnhtranh ............................................................ 38 1.2.6. Lachnphngthcthmnhpthtrngthgii ........................... 39 1.2.6.1. Phngthcthmnhpthtrngthgiitsnxuttrongnc . 40 1.2.6.1.1. Hnhthcxutkhutrctip .................................................. 40 1.2.6.1.2. Hnhthcxutkhugintip ................................................. 40 1.2.6.2. Phngthcthmnhpthtrngthgiitsnxutncngoi40 1.2.6.3. Phngthcthmnhptikhuthngmitdo........................... 41 1.2.7. HochnhchinlcMarketingMix ................................................. 42 1.2.7.1. Chinlcsnphmquct .......................................................... 42 1.2.7.2. Chinlcgiquct.................................................................... 43 1.2.7.3. Chinlcphnphisnphmquct.......................................... 44 1.2.7.4. Chinlcxctinsnphmquct............................................. 45

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1.3.

Nghincubihckinhnghimcaccqucgiaxutkhuchthnhcng

trnthgiivbihcrtrachoVitNam .......................................................... 46 1.3.1. Nghincubihckinhnghimcaccqucgiaxutkhuch ......... 46 1.3.1.1. SriLanka........................................................................................ 46 1.3.1.2. Kenya ............................................................................................. 48 1.3.1.3. n............................................................................................. 50 1.3.1.4. TrungQuc .................................................................................... 53 1.3.2. BihckinhnghimchoVitNam ...................................................... 54 CHNG 2: TNH HNH SN XUT, XUT KHU CH V THM NHP THTRNGTHGIICACHVITNAMTRONGTHIGIANQUA... 59 2.1. Nghincutnhhnhsnxut,xutkhuvnhpkhuchtrnthgii.. 59

2.1.1. Giithiutngquanchungvngnhch ............................................. 59 2.1.1.1. Ccsnphmchnhcangnhhngchgiaodchtrnthgii ..... 59 2.1.1.2. Chuicungngcasnphmchtrnthgii .............................. 60 2.1.1.3. Yucuvtiuchunivichxutkhu .................................. 61 2.1.1.4. Phntchscnhtranhtrongngnhchthgii ............................ 62 2.1.2. Tnhhnhsnxut,xutkhuchvphntchlithcnhtranhcacc qucgiaxutkhuch ......................................................................... 64 2.1.2.1. Tnhhnhsnxutchtrnthgii ................................................ 64 2.1.2.2. Tnhhnhxutkhuchtrnthgii.............................................. 66 2.1.2.3. Phntchlithcnhtranhcaccqucgiaxutkhuch ........... 67 2.1.3. Tnhhnhnhpkhuch,phntchcc yutnhhngnquym, gichnhpkhuvphnkhcthtrngthgiichosnphmch.. 73 2.1.3.1. Tngquantnhhnhnhpkhuchtrnthgii............................ 73 2.1.3.2. Phntchcc yutnhhngnquymnhpkhuvginhp khucaccqucgianhpkhuch........................................................ 76 2.1.3.3. Phnkhcthtrngthgiichosnphmch ............................. 77 2.1.3.3.1. Phnkhcthtrngquymnhpkhuln ........................... 77 2.1.3.3.2. Phnkhcthtrngquymnhpkhutrungbnh ................ 79 2.1.3.3.3. Phnkhcthtrngquymnhpkhuthp.......................... 82

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2.2. 2.3.

TnhhnhsnxutchcaVitNam........................................................ 84 TnhhnhxutkhuchcaVitNam ..................................................... 85

2.3.1. Vkhilngvkimngchxutkhu................................................. 85 2.3.2. Vmthngxutkhu ......................................................................... 85 2.3.3. Vthtrngxutkhu ........................................................................ 87 2.3.4. Vdoanhnghipthamgiaxutkhuch.............................................. 90 2.4. TnhhnhthmnhpthtrngthgiicachVitNam ....................... 91

2.4.1. Mctiuthmnhpthtrngthgiica ngnhchtrongthigianqua91 2.4.2. Thc trnghotngnghin cu thtrngxut khuch v xcnh thtrngmctiu ............................................................................... 94 2.4.3. Thctrnghochnhchinlccnhtranh........................................ 96 2.4.4. Lachnphngthcthmnhpthtrngthgii ........................... 99 2.4.5. ThctrnghochnhchinlcMarketingMixcachVitNam.... 99 2.4.5.1. ChinlcsnphmchVitNam................................................ 99 2.4.5.2. ChinlcgichosnphmchVitNam.................................. 105 2.4.5.3. ChinlcphnphichosnphmchVitNam ....................... 106 2.4.5.4. ChinlcxctinchosnphmchVitNam .......................... 110 2.5. nhginnglccnhtranhcadoanhnghipxutkhuchVitNam111

2.5.1. Tm quan trng ca cc yu t cu thnh nng lc cnh tranh i vi ngnhxutkhuchVitNam(xcnhtrngsngnh) .................. 111 2.5.2. Phn tch cc yu t cu thnh nng lc cnh tranh ca doanh nghip xutkhuchVitNam...................................................................... 112 2.5.2.1. Nnglccnhtranhvgi ........................................................... 112 2.5.2.2. Nnglccnhtranhvnnglcquntr...................................... 113 2.5.2.3. Nnglccnhtranhvcngnghsnxut .................................. 113 2.5.2.4. Nnglccnhtranhvngunnhnlc ........................................ 114 2.5.2.5. Nnglccnhtranhvtchcxutkhu.................................... 114 2.5.2.6. Nnglccnhtranhvphttrinquanhkinhdoanh .................. 115 2.5.2.7. Nnglccnhtranhvnghincuvtrinkhai.......................... 115 2.5.2.8. Nnglccnhtranhvmarketing ................................................ 116

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2.5.2.9. Nnglccnhtranhvtichnh................................................... 117 2.5.2.10. Nnglccnhtranhvxltranhchpthngmi .................... 117 2.5.2.11. Nnglccnhtranhvthnghiu ............................................. 118 2.5.3. nhgitnghpnnglccnhtranhcadoanhnghipxutkhuch VitNam ............................................................................................ 118 2.6. PhntchSWOTxutkhuchVitNam .............................................. 119

CHNG3:CHINLCTHMNHPTHTRNGTHGIICHOSN PHMCHCAVITNAMNNM2020................................................ 128 3.1. Mctiuca chin lc thmnhpth trng th gii cho sn phm ch

caVitNamnnm2020................................................................................ 128 3.2. 3.3. QuanimphttrinxutkhuchcaVitNamnnm2020........... 131 LachnchinlcchoxutkhuchcaVitNam ............................ 132

3.3.1. NhngchinlccthpdngchongnhchVitNam ................ 133 3.3.2. LachnchinlcchongnhchVitNam.................................... 135 3.3.2.1. iviloichennggitrn3kg ......................................... 135 3.3.2.2. iviloichxanhnggitrn3kg ....................................... 139 3.3.2.3. iviloichennggidi3kg ........................................ 141 3.3.2.4. iviloichxanhnggidi3kg ...................................... 143 3.4. ChinlcMarketingMixchosnphmchxutkhucaVitNam... 145

3.4.1. ChinlcsnphmchVitNam.................................................... 145 3.4.2. ChinlcgichosnphmchVitNam........................................ 147 3.4.3. ChinlcphnphichosnphmchVitNam ............................. 147 3.4.4. ChinlcxctinchosnphmchVitNam ................................ 149 3.5. Ccgiiphp thchinchin lc thmnhp th trng th giicho sn

phmchcaVitNamnnm2020................................................................ 150 3.5.1. Ccgiiphpchnh ............................................................................ 150 3.5.1.1. Giiphpvsnxut.................................................................... 150 3.5.1.2. Giiphpvchbin ................................................................... 153 3.5.1.3. Gii php v nng cao nng lc hoch nh, trin khai thc hin chinlc ............................................................................................... 154

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3.5.1.4. Giiphpvnghincuvphttrin........................................... 155 3.5.1.5. GiiphpvxydngthnghiuchosnphmchVitNam.. 156 3.5.1.6. Giiphpvxydngmilinktgiacctcnhntrongchuigi trcangnhch..................................................................................... 157 3.5.2. Ccgiiphphtr............................................................................ 158 3.5.2.1. Giiphpvotophttrinngunnhnlc ............................ 158 3.5.2.2. Giiphpvtichnh ................................................................... 159 3.6. Kinngh................................................................................................ 160

3.6.1. iviNhnc ............................................................................... 160 3.6.1.1. Chnhschquyhochphttrinngunnguynliu ..................... 160 3.6.1.2. Chnhschhtrphttrinthtrngxutkhu ......................... 161 3.6.1.3. Chnh sch hon thin phng thc t chc qun l ngnh ch v kimsotchtlngch......................................................................... 163 3.6.1.4. Ccchnhschkhuynkhchhtrkhc ..................................... 163 3.6.2. iviHiphichVitNam .......................................................... 164 3.6.3. iviccdoanhnghip ................................................................... 166 KTLUN......................................................................................................... 170 DANHMCCCCNGTRNHNGHINCUCATCGICNGB CLINQUANNLUNN..................................................................... 172 TILIUTHAMKHO ................................................................................... 173 PHLC............................................................................................................ 179

viii

DANHMCCCKHIUVTVITTTCckhiu, tvittt EFW GAP GCI GDP HACCP

TingAnh

TingVit

EconomicFreedomoftheWorld Chsquyntdokinht GoodAgriculturalPractice GlobalCompetitiveIndex GrossDomesticProduct HazardAnalysisandCritical ControlPointSystem IntergovernmentalGrouponTea Thchnhnngnghiptt Chsnnglccnhtranh toncu Tngsnphmqucni Hthngphntchminguy vkimsotimtihn Nhmnghinculinchnh phvmt hngch Khoahccngngh Nhpkhu Nnglccnhtranh RevealedComparative Advantage Strengths,Weaknesses, Opportunities,Threatens Chssosnhbiuhin immnh,imyu,chi vnguyc Thtrng Xutkhu

IGG KHCN NK NLCT RCA

SWOT TT XK

ix

DANHMCCC BNGBng11:Ccdliuhuchlachnthtrng............................................ 19 Bng12:Mtmatrnnhgiccyutnibcadoanhnghip .................. 36 Bng21:Dintchtrngchphntheochulcnm20002009(1000ha) ...... 65 Bng22:KimngchXKchcathgiiphntheotngloich(triuUSD).... 67 Bng23:Danhschccqucgiaxutkhuchtheotngnhm ......................... 71 Bng24:Mtscimcaccnhmqucgiaxutkhuch......................... 72 Bng25:Ginhpkhuchca05qucgianhpkhucginhpkhucaonht tronggiaion20052009(USD/kg)..................................................................... 75 Bng26:Ktquphnkhcthtrngthgii ................................................... 78 Bng27:Dintch,snlng,xutkhuchVitNam....................................... 84 Bng28:CcuccloichxutkhucaVitNam(20062009)..................... 86 Bng29:GitrungbnhccloichXKcaVitNamvthgii(usd/kg)........ 86 Bng210:CcthtrngxutkhuchchyucaVitNam(triuUSD) ........ 87 Bng 211: Mt s ch tiu v ch xut khu ca Vit Nam trung bnh giai on 20052009theoccPhnkhcthtrngthgii ................................................. 89 Bng212:CcdoanhnghipxutkhuchhnguVitNamnm2010.......... 91 Bng213:Mtschtiucthcangnhchgiaion20002010 .................. 92 Bng214:Mtschtiuvchxanhtrn3kgxutkhucaVitNamtrungbnh giaion20052009theoccPhnkhcthtrngthgii................................ 101 Bng215:Mtschtiuvchentrn3kgxutkhucaVitNamtrungbnh giaion20052009theoccPhnkhcthtrngthgii................................ 102 Bng 216: Kt qu kho st trng s (tm quan trng) ca cc yu t cu thnh nnglccnhtranhivingnhxutkhuchVitNam................................ 111 Bng217:MatrnnnglccnhtranhcadoanhnghipXKchVitNam..... 118 Bng31:Mtschtiusnxutvxutkhucangnhch........................... 129 Bng32:Mtscimcatngphnkhcthtrngiviloichenng gitrn3kg ......................................................................................................... 138 Bng 33: Mt s c im ca tng phn khc th trng i vi loi ch xanh nggitrn3kg................................................................................................. 140

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Bng34:Mtscimcatngphnkhcthtrngiviloichenng gidi3kg ........................................................................................................ 142 Bng 35: Mt s c im ca tng phn khc th trng i vi loi ch xanh nggidi3kg ............................................................................................... 144

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DANHMCCCHNHHnh01:Quytrnhnghincucalunn ............................................................6 Hnh21:Xuhnggiaodchccloichtrnthgii ........................................ 74

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DANHMC CCHPHp21:ChinlccnhtranhbngcchtoskhcbithacachTnCng .............................................................................................................................. 97 Hp22:ChinlckinhdoanhcaCngtyTNHHThHMi ........................ 98 Hp23:SnphmchcaVinatea .................................................................... 100 Hp24:VaitrcathnghiuchChlong .............................................. 104 Hp25:XydngknhphnphitrctipcaVinatea.................................... 109 Hp26:Khuvchcaccnc.................................................................. 116

1

PHNMU1.Tnhcpthitcalunn VitNamcxemlcinicacychthgii.Chngtasnxutch tthi xa xa,nhng ch cachng ta vncha cnhiu thnghiuni ting. MinmVitNamxutkhutrndi130.000tnch,ngth5trnthgiiv snxutvxutkhuch. HinnayxutkhuchcaVitNamvntptrungvonhngthtrngln nhPakistan,iLoan,Nga,Afganistan,TrungQuc.10ncckimngchnhp khuchlnnhttVitNamnm2010t147,2triuUSD,chim79,7%trong tngkimngchxutkhuch.Cth,nm2010,Pakistanlthtrngxutkhu chlnnhtcaVitNam,t54,3triuUSD,chim26,6%trongtngkimngch xut khu ch ca Vit Nam. Th hai l Nga, kim ngch xut khu ch ca Vit NamsangNgat30,1triuUSD,chim17%trongtngkimngchxutkhuch caVitNam [6].Chtnhringkimngchxutkhuchsanghaithtrngny chim n 43,6% kim ngch xut khu ch ca Vit Nam. Hn na nu i chiu10thtrngxutkhuchyuchimgikhong90%kimngchxutkhu ch ca Vit Nam vo nhngnm u thpnin 2000 sovihin nay l khong 79%,cthchothycngtcadnghathtrng,mrngthtrngcacc doanhnghipxutkhuchcnhnchvsmrngthtrngcaccdoanh nghipxutkhuchcachngtachacadnghatheochiusu. Mcdcychctrngvtiuthnctatrtlu,nhnghinnay thtrngtiuthchtrongncchchimkhongtrndi20%.Nhvy,phn ln snphm ch ca Vit Namch yu c tiu thbith trng th gii vi 80%snlngchcaVitNam.Do snphm chVitNamch yu ctiu thbithtrngthgiivdoquphthucvomtstthtrngxutkhu chnhnnsnphm chVitNamckhnnggpnhiurirovthtrng.C ththyrtnhtrngnyvonm2003khithtrngIrcspvxyrachin tranh.Trc,IrclthtrngxutkhuchlnnhtcaVitNamtronggiai on19952002(chimkhong40%tngkhilngxutkhu)vsspca

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thtrngnygytnthtlnchoccdoanhnghipxutkhuchvngnhch VitNam.iuchothymcdtrongthigianquathtrngxutkhuch cmrngnhngccdoanhnghipxutkhuchVitNamvnchathitlp cccthtrngmangtnhnnh,vngchcchophttrinxutkhuch.Do trongthigianti,vicadnghathtrnglihicpbchivingnh chcngnhiviccdoanhnghipxutkhuchcaVitNam. Hnna,mttrongsnhngthtrngnhpkhuchlnVitNamln hinnaylibchngli,trongkhiccnmtrc,ncsnxutchlnnht thgiinyvnnhpkhuthmhngvntnchmtnm,trongcchVit Nam ch bin. Hin c rt nhiu th trng t chi khng nhp khu ch ca VitNamnhAilen,B,anMch,HnQuc,HngKng,PhpvThyindo snphmkhngtchtlng.Trongthigianquamcdccdoanhnghipxut khu chn lcadngha th trng vtrn thct chng ta thmnhp cmtsthtrngmi,nhngslngvtrgixutkhucnrthnch. Ngoi ra, hiu qu xut khu ca cc doanh nghip xut khu ch ca Vit Namrtthp.iunythhinquakhongcchgiagichthgiivgich xutkhucaVitNamkhln,daongtrongkhong5070%tytheotngloi ch[58]. TheoBocotngquanphttrinngnhchtrongminm(19992009)ti "Hi nghquct Ch Vit Namlnthhai" c t chc vo thng7/2010, th minmqua,ccchtiuvsnlngch,snlngxutkhu,nngsutbnh qun,dintchvngnguynliu...ngnhchutvvtmckhoch.Tuy nhin,iungquantmlgichxutkhulilintcgim.Gichxutkhu caVitNam vothng6/2010 cht1,4USD/kg,trongkhivonm1998,con s ny l 1,52 USD/kg. Khong cch gi ny ngy cng xa hn so vi gi trung bnh ccsnugilntrnthgii.Nm2009,khigichtrungbnhticc snny tng ln2,43 USD/kg th gi ch ca Vit Namchmc1,23 USD/kg. Nhvy,tnm1998nnay,gichxutkhutrungbnhcathgiitng 18%, nhng gi ch xut khu ca Vit Nam li gim 20%. Chnh v vy, d l qucgianghngthnmtrnthgiivxutkhuchnhnggilithphn

3

gi trung bnh trn th gii,thng hiu ch Vit Nam cng cha c bit n rngrivnhtlthunhpcangitrngchcngvthkhngccithin. Tuygichtrnthgiiphthucvoquanhcungcuhngnmnhngs chnhlchgicaVitNamvccnclmtthchthcihingnhchVit Nam,cngnhccdoanhnghipxutkhuchphivtquavnngcaohiu quxutkhu,tngthunhpchongitrngchvtnghiuqucangnhch nichung. Theo nhn nh ca khng t cc chuyn gia ngnh ch. Sn phm ch Vit Namangphiimtvinguycmtdnthtrngtrntrngquct.Thc trng mt th trng phn no cho thy cc doanh nghip xut khu ch nc ta chacchinlctmkimthtrngludi,chacmtchinlcdihnv khthithmnhpthtrngthgii. Xut pht t nhng thc tin trn, Lun n nghin cu Hoch nh chin lcthmnhpthtrngthgiichosnphmchcaVitNamnnm 2020 gip cho cc doanhnghipxut khu chVit Nam c c s khoahc vngchcthmnhpthtrngthgiimtcchhiuqu,bnvngvnng caohiuquxutkhucasnphmchVitNamtrnthtrngthgii. 2.Tnhhnhnghinculinquannlunn Cctinghincuvcychchyulcctinghincuvlnhvc kthutnh:chnging,nhnging,titiu,thitbchbin,phnbn,anton thcphm,dinhdngcytrngquytrnhcngngh,tchcsnxutvqunl trongsnxutchantonvchtlngcao. Mtstivkinht: TS.NguynHuKhi(2005)CychVit Nam:nnglccnhtranhxut khuvphttrin.Tcgigiithiuvngungcvqutrnhphttrincych VitNamaranhnxttngquanvthtrngchthgiirtrabihc, kinhnghimaranhngdboquantrngvcung,cu,gicivimthng chchonhngnmuthk21Xydngnhnggiiphpnhmnngcaonng lccnhtranhcamthngchxutkhuVitNam.

4

Trn Cng Thng (2004), ch nhim ti S tham gia ca ngi ngho trong chui gi tr nng nghip: Nghin cu i vi ngnh ch. ti ny tp trungphntchhotngcachuigitrchvlichcanginghokhih thamgiavchuigitrvnngcaonnglchtrsphttrinthtrngcho nginghothngquacchotngnghincu,phttrinmnglibunbnv ccchnhschxctinthngmi. Phng Vn Chn (1993), ch nhim ti Kinh t sn xut v xut khu ch. ti tp trung phn tch thc trngv kh nng pht trin snxut ch VitNamnhnggiiphpkinhtxhiphttrinsnxutchVitNam. TS. Nguyn Th Nhiu (2006), ch nhim ti Nghin cu th trng MarketingtrongxutkhuchcaVitNam.titptrungphntchnhngc im,xuhngpht trin cath trng chth gii, cc yu tmarketing trong xutkhuchnghincukinhnghimmarketingxutkhuchcamtsnc xutccgiiphpmarketingxutkhuchcaVitNamtinm2015. C th ni cc ti trn hoc l nghin cu ngnh ch di gc cnh tranhxutkhuhocldigctngcssnxut,nhngchaccngtrnh nonghincumtcchhthngvchinlcthmnhpthtrngthgiicho snphmchcaVitNam. 3.Mctiucalunn 3.1. Mctiuchung Nghin cu c s khoa hc, c s thc tin v hoch nh chin lc thm nhpthtrngthgiichosnphmchcaVitNamnnm2020vxut chin lc thm nhp th trng th gii cho sn phm ch ca Vit Nam nhm gipccdoanhnghipxutkhuchVitNamthmnhpcccthtrngth giimangtnhnnhvvngchc. 3.2. Mctiucth Phntch,nhgithctrngcungcu,xutnhpkhuchtrnthtrng thgii. Nghincubihckinhnghimcaccqucgiaxutkhuchthnhcng trnthgii.

5

Nhn dng, phn tch c im, li thcnh tranh ca cc quc gia xut khuchvphnnhmccqucgiaxutkhuch. Phntchnhng yu tnh hngnquy mnhpkhu,ginhpkhu chcaccqucgianhpkhuvphnkhcthtrngthgiichosnphmch. Phntch,nhgithctrngxutkhuchcaVitNam. Phn tch, nh gi tnh hnh thm nhp th trng th gii ca ch Vit Nam. Phntchvxcnhnnglccnhtranhcaccdoanhnghipxutkhu chVitNam. Phntch,nhgiimmnh,imyu,chivnguycivingnh chxutkhucaVitNam. xut chin lc thm nhp th trng th gii cho sn phm ch ca VitNam. xut giiphp thchin chin lc thmnhp th trng th gii cho snphmchcaVitNam. 4.itngvphmvinghincu 4.1. itngnghincu itngnghincucalunnlchinlcthmnhpthtrngthgii chosnphmchcaVitNam. 4.2. Phmvinghincu Vkhnggian:lunnnghincuchinlcthmnhpthtrngthgii cho snphm ch ca VitNam vonhng quc gia nhp khu cquy m nhp khutrungbnht250tnch/nmtrln. Vthigian:thigiankhostvthuthpsliucpnhtnnm2010. 5.Phngphpnghincu 5.1. Phngphplunnghincu Xutphttitngnghincuvmctiunghincucptrn, lunn sdngphngphp lunquynp khinghincuhochnhchinlc thmnhpthtrngthgiichosnphmchcaVitNam. Quytrnhnghincucalunnckhiquttrongssauy:

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Hnh 01:Quytrnhnghincucalunn Mctiunghincu: Hochnhchinlcthmnhpthtrngth giichosnphmchcaVitNam Nghinculthuytvhochnhchinlc thmnhpthtrngthgii camtngnhhng

Phntchvpha cung: Bi hc kinh nghim ca cc qucgiaXKch. Phn tch tnh hnh sn xut v xut khu ch trn thgii. Phn tch li th cnh tranh ca cc qucgiaXKch.

Phntchvphacu: Phntchscnhtranh trongngnhchthgii. Phntchtnhhnhnhp khuchtrnthgii. Xcnhccyutnh hng n quy m NK vginhpkhuchca ccqucgiaNKch. Phn khc th trng thgiiivisnphm ch.

PhntchngnhchVN: nh gi thc trng sn xut, xut khu ch ca VitNam. Phntchtnhhnhthm nhp th trng th gii cachVitNam. nh gi nng lc cnh tranh ca doanh nghip xutkhuchVitNam. Phn tch SWOT xut khuchVitNam.

Xydngchinlcthmnhpthtrngthgii chosnphmchVitNamnnm2020 Giiphpthchinchinlc Ngun:Phttrinnghincucalunn 5.2. Phngphpthuthp,xlvphntchdliu 5.2.1. itngkhost Ccqucgiaxutkhuch(trongcVitNam)cquymxutkhut

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250tn/nmtrln. Ccqucgianhpkhuchcquymnhpkhut250tn/nmtrln. Ccchuyngiaungnh,lnhoccdoanhnghiplnxcnhtrng s cc yu t cu thnhnng lc cnh tranhivingnh xut khu ch VitNam. CcdoanhnghipxutkhuchcaVitNam.Tuynhinvgiihnbi thigian,kinhph,trongnghincunychtptrungkhostti20doanh nghipxutkhuchVitNam,trongl15doanhnghipxutkhuch VitNamcsnlngxutkhulnnhtnm2010v5doanhnghipc quymxutkhuva. 5.2.2. Ngundliu Ngun d liu th cp ca nghin cu c thu thp t cc website, n phm: Ktqucccngtrnhnghincucacchcgitrongvngoinc Tiliuhitho,bococaHiphi chVitNam SliuthngkcaTngccthngk,TngccHiquan CcsliuthngkcaWorldDevelopmentIndicators,FAO,CIA,United Nations Commodity Trade Statistics Database, Economic Freedom Dataset... Danhmccctiliunyctrnhby phnTiliuthamkho. Ngunthngtinthcpnycsdng: Xydnglunclthuytchonghincu. Phntch,nhgithctrngcungcu,xutnhpkhuchtrnthtrng thgii. Nghincubihckinhnghimcaccqucgiaxutkhuchthnhcng trnthgii. Nhn dng, phn tch c im, li th cnh tranh ca cc quc gia xut khuchvphnnhmccqucgiaxutkhuch. Phntchnhng yutnhhngnquy mnhpkhu,ginhpkhu ch ca ccqucgianhp khuvphn khc th trng th giicho sn

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phmch. Phntch,nhgithctrngxutkhuchcaVitNam. Phn tch, nh gi tnh hnh thm nhp th trng th gii ca ch Vit Nam. Phntch,nhgiimmnh,imyu,chivnguycivingnh chxutkhucaVitNam. Ngundliuscp:thuthpsliuscpnhmxcnhtrngscacc yutcuthnhnnglccnhtranhivingnhxutkhuchVitNam(thu c55phiukhostxemDanhschtiPhlc30).Ngoira,thuthpsliu s cp nhm phn tch nh gi tnh hnh thm nhp th trng th gii ca cc doanhnghipxutkhuvxcnhnnglccnhtranhcaccdoanhnghipxut khuchVitNam. Slngccdoanhnghiptinhnhkhostl20doanhnghip,trongl 15 doanh nghip xut khu ch Vit Nam c sn lng xut khu ln nht nm 2010v5doanhnghipcquymxutkhuva(xemDanhschtiPhlc29). Slng Phiuiutrathucti20doanhnghipnyl98phiu. 5.2.3. Phngphptinhnhthuthp,xlvphntchdliu Xutpht tmctiuvnidungnghincuc xcnh,lun n thchinccbctinhnhthuthp,xlvphntchnhsau: Bc1:Cncvomctiuvitngkhostnutrn,ccsliuth cpcthuthp. Bc2:Sdngccchtiuthngkmtnhgitrtrungbnh,max,min, khongbinthin,kthpviccktqucanhngcngtrnhnghincuca cchcgitrongvngoinctrcyphntch,nhgithctrngcung cu,xutnhpkhuchtrnthtrngthgiiNghincubihckinhnghim caccqucgiaxutkhuchthnhcngtrnthgiiPhntch,nhgithc trngxutkhuchcaVitNam. Bc3:phntchcim,lithcnhtranhcaccqucgiaxutkhu chtrnthgiivphnnhmccqucgiaxutkhuch,trctinccqucgia

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xutkhuchsctinhnhphnnhmtheocctiuchvquymsnlng xutkhuvgichxutkhucatngqucgiavphntheotngloich. Saukhiphnnhm,sdngcccngcthngkphntch.Cccngc csdngygm2nhm:(1)ccchtiuthngkmt,gmtrungbnh mu kch thc mu phng sai mu (hoc lch chun) gi tr max, min khongbin thin, (2) cc phn tch thngk,kim nh tnh c lp gia cc nhmkimnhsbngnhautrungbnhgiaccnhmbngcchsdngphn tch phng sai (ANOVA), kim nh gi thuyt v s bng nhau giahai trung bnhtngthbngphpkimnhTtest.Nhngphntchnynhmtmranhng ctrngkhcbitgiaccnhmqucgiaxutkhuch. Trncs,nhngctrngkhcbitcnghathngkgiaccnhm quc gia xut khu ch s c sdng trong phn tch cm phn nhm cc qucgiaxutkhuch.Thtcphncmthbctchtdavophngsai(th tcWard)vithcokhongcchEuclidcthchin. Bc 4: phn tch nhng yu t nh hng n quy m nhp khu, gi nhp khu ca ccquc gianhp khu ch v tinhnhphn khc th trng th giichosnphmch,trctinphntchhiquybiscsdng,trong s lngnhp khu ch, gi ch nhp khu l binph thucv cc bin sc imqucgiavngnhhnglccbingiithch.Mcnghathngk10%ca tngbingiithchtrongphntchhiquycsdnglmtiuchxcnhxem binsctcngnslngnhpkhu,ginhpkhucamiqucgiahay khng. Trn c s, nhngbin s cngha thng kcsdng trongphn tchcmphnkhcthtrngthgiichosnphmch.Trongphngphp phntchcm,nuccbinscolngbngccnvkhcnhauthktqu phncmsbnhhngbiccnvolngny.Doloibkhnng nhhngcaskhcbitcaccnvolng,ccbinsnyscchun hatrckhitinhnhthtcphncm.Thtcphncmthbctchtdavo phngsai(thtcWard)vithcokhongcchEuclidcthchin. Bc5:tinhnhiutrathuthpsliuscpvsdngphngphpma

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trn nh gi cc yu t ni b ca Thompson Strikland phn tch nng lc cnhtranhcaccdoanhnghipxutkhuchVitNam. Bc6:tinhnhiutrathuthpsliuscp,kthpvingunthngtin thcp,tphntch,nhgichinlcthmnhpthtrngthgiicach Vit Nam trong thi gian quavnh giimmnh, im yu,chi,nguy c ivingnhchxutkhucaVitNam. Bc7:datrnccktquphntchtccbctrn,xydngchinlc thmnhpthtrngthgiichosnphmchcaVitNamvccgiiphpthc hinchinlc. 6.Tnhmi,tnhco,tnhsngtocalunn Lunnhthnghakhunglthuythochnhchinlcthmnhpth trngthgiichomtngnhhng.Lunnphchamtcchtngthvth trng ch th gii,tnhhnh sn xut v xut khu ch ca Vit Nam. Trnnn bctranh,chranhngntcbnvtnhhnhthmnhpthtrngthgiica chVitNamtrongthigianquaxcnhnhngimmnh,imyu,chiv nguycivingnhchxutkhucaVitNamxcnhnnglccnhtranh caccdoanhnghipxutkhuchVitNam. ng gp ca lun n ny l vn dng cc phng php nghin cu hoch nh chin lc thm nhp th trng th gii cho sn phm ch ca Vit Namnnm2020,gpphntrlicccuhiquantrngnhsau: c im v li th cnh tranh ca cc quc gia xut khu ch trn th giinhthno? Nhngyutnonhhngnquymvginhpkhuchcaccquc gianhpkhuch? Phnkhcthtrngchthgiitheonhngtiuchno? cimcatngPhnkhcthtrngnhthno? TnhhnhthmnhpthtrngthgiicachVitNamtrongthigianqua nhthno? NnglccnhtranhcaccdoanhnghipxutkhuchVitNammnhhay yu?Mnh,yucthimno?

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im mnh, im yu, c hi v nguy c i vi ngnh ch xut khu ca VitNamnhthno? ChinlccnhtranhnophhpvingnhchVitNam? Trn c s , lun n xut chin lc thm nhp th trng th gii (bao gm mc tiu, quan im, chin lc Marketing Mix, gii php thc hin chinlc)cangnhchVitNam.Ngoira,lunncngnu cckinngh iviNhnc,HiphichVitNamviviccdoanhnghipthchin ccnhmgiiphptrn. Chinlcvgiiphpthchinchinlcltiliunghincu,lnhng gingnhchVitNamvccdoanhnghipxutkhuchVitNamcth vndng nhmnngcaohiuquxutkhuch. 7.Ktcucalunn Lunnc171trangvi 24bng,2hnhv6hp.Ngoiphnmuvkt lun,lunnktcuthnh3chng: Chng1:Cskhoahcvhochnhchinlcthmnhpthtrngth giicangnhhng Chng2:Tnhhnhsnxut,xutkhuchvthmnhpthtrngthgii cachVitNamtrongthigianqua Chng 3: Chin lc thm nhp th trng th gii cho sn phm ch ca VitNamnnm2020

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CHNG1:CSKHOAHCVHOCHNH CHINLC THMNHPTHTRNG THGIICANGNHHNGChngnybaogmccphnchnhnhsau:(1)giithiuchinlcthm nhpthtrngthgiicamtngnhhngvnghacaniviphttrin nnkinhtqucdn(2)giithiunidungcthcahochnhchinlcthm nhpthtrngthgii(3)nghincubihckinhnghimcaccqucgiaxut khuchthnhcngtrnthgiivbihcrtrachoVitNam. 1.1. Chin lc thm nhp th trng th gii ca mt ngnh hng v nghacaniviphttrinnnkinhtqucdn 1.1.1. Khinimchinlc Theonghathngthng,chinlc(xutphttgctHyLplstrategos) lmtthutngqunscdngchkhochdntrnvphnblclng vimctiunhthngkth.CarlvonClausewitznhbinhphpcathk19 mtchinlcllpkhochchintranhvhochnhccchindchtc chin. Nhng chin dch y s quyt nh s tham gia ca tng c nhn. Ngynay,cctchckinhdoanhcngpdngkhinimchinlctngtnh trongquni. TheoJamesB.Quinn(1980),Chinlclstchhpccmctiuchnh yu,ccchnhschvccchuihotngcadoanhnghipthnhmttngth. TheoFredR.David,Chinlclnhngphngtinttinhngmctiudi hn[5]. Theo Kenneth R. Andrews (1987), chin lc l k hoch kim sot v s dng ngun lc ca t chc nh con ngi, ti sn, ti chnh nhm mc ch nngcaovbomnhngquynlithityucamnh.Theong,chinlcl nhng g m mt t chc phi lm da trn nhng im mnh v yu ca mnh trongbicnhcnhngchivcnhngmieda. TheoMichaelPorter(1996),chinlclvictoramtshihagiacc hotngcamtcngty,quasngtoravthcgitrvco.Ctli

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cachinlcltoraskhcbittrongcnhtranh.Theong,chinlcls toravthcovcgitrbaogmskhcbitha,slachnmangtnh nhinhmtptrungnhtccngunlcttorauthchotchc. Theo Johnsonv Scholes (1999),chin lcl vic xc nhnhhng v phmvihotngcamttchctrongdihn,tchcphiginhcli th cnh tranh thngqua vic kt hp ccngun lc trongmt mitrngnhiu thay i,nhm tha mn ttnhtnhu cu ca th trngv p ngmong mun cacctcnhnclinquanntchc.Theocchtipcnny,chinlcca mtdoanhnghipchnhthnhtrlicccuhisau:

Hotngkinhdoanhsdinrautrongdihn?(nhhng). Hotngkinhdoanhscnhtranhtrnthtrngsnphmnovphm vicchotng?(thtrng,phmvihotng).

Bngcchnohotngkinhdoanhctinhnhtthnsoviith cnhtranhtrnthtrng?(lith).

Ngun lc no (k nng, ti sn, ti chnh, nhn s, cng ngh, thng hiu)cnthittoralithcnhtranh?(ngunlc).

Ccnhntthucmitrngbnngoitcngnkhnngcnhtranh cadoanhnghip?(mitrng).

T nhng nghin cu nu trn, tc gi cho rng chin lc l tp hp cc mctiucbndihnvcccchthcthchincatchcnhmtcmc tiumtcchttnht,datrnnhngimmnhvyucatchctrongbi cnhcnhngchivcnhngmieda. Ccquanimvchinlcnutrnchyucpnchinlcchomt tchc,mtdoanhnghip,nhvyquanimchinlcnutrncpdngc chomtngnhhngcthhaykhng.Theotcgiquanimchinlcnutrn cthpdngcchomtngnhhngcthbilchinlcxuthinutin trongnghthutqunsvinghalphngcchchinthngmtcucchin tranh, tng t nh vy trong kinh doanh mt ngnhhng cngphi ch ra c phngcchcthphttrin,cnhtranhvchinthngith.Theo,theo tcgi,chinlccamtngnhhngltphpccmctiucbndihn

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cangnhhngvcccchthcthchinnhmtcmctiumt cch tt nht, da trn nhng im mnh v yu ca ngnh hng trong bi cnhcnhngchivcnhngmieda. 1.1.2. Khinimchinlcthmnhpthtrngthgii C nhiu tiu ch phn loi chin lc, theo tiu ch cc cp chin lc trongcngty,chinlccphnthnh3cpl:chinlccpcngty,chin lccpnvkinhdoanhvchinlccpchcnng.Hinnay,vixuhng toncuha,nhiucngtychuynhnghotngrakhibingiicaqucgia vngitaninmtcpchinlcthtlchinlctoncu. cpcngty,crtnhiuchinlcvinhngtngikhcnhau,mitc gicthphnloivgitntheocchringcamnh.TheoFredR.David,chin lccpcngty cthphnthnh14loi,trongcchinlcthmnhpth trng. Theochinlcthmnhpthtrngnhmlmtngthphnchocc snphm/dchvhinctrnccthtrnghinhubngnhngnlctipth ln hn. Tuy nhin trong lun n ny, khng tip cn chin lc thm nhp th trng th gii theo khi nim trn. Tc gi tip cn chin lc thm nhp th trngthgiitheogcmarketingquct. Di gc marketing quc t, theo Nguyn ng Phong v cc cng s (2007), chin lc thm nhp th trng th gii c xem nh chng trnh marketing s dng cho sn phm/th trng. Ni dung chin lc thm nhp th trngthgiicnbngmccquytnhcthsau: Mctiucacngtyrathtrngthgii Lachnthtrngmctiuthchhpthmnhp Lachnphngthcthmnhpthtrngthgii HochnhchinlcMarketingmix Phnphiccngunlcthchinchinlc Tchcthchinchinlc Gimstthchinchinlcthmnhpthtrngthgii TheoTrnMinhovVTrDng(2007), chinlcthmnhpthtrng thgiibaogmccquytnhcthnhsau:

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Xcnhmctiucacngtyrathtrngthgii Lachnthtrngthmnhp Lachnphnonthtrng Phn tch cnh tranh:phn tchngnhkinhdoanh,phn tch li thcnh tranhcaccqucgia Lachnchinlccnhtranh Lachnphngthcthmnhpthtrng XydngchinlcMarketingMix Nhvy,chinlcthmnhpthtrngthgiihinnaythngchiu lmththngnhngquanim,mctiunhhngvchinlckinhdoanh, nhngphngthcthmnhpthtrngthgiivccchinlcMarketingnhm asnphmthmnhpchiuquvvngchcthtrngthgii.Hay nicch khc khihoch nh chin lc thm nhp th trng th gii, cc doanh nghip phia ra cc quyt nh v mt chin lc lin quan n nhng vic nh: la chnchinlccnhtranhtrnthtrngthgii,lachnqucgia,chngloi snphm,phnkhcthtrngmctiu,phngthcvthigianthmnhpth trng T nhng nghin cu v khinim chin lc v chin lc thm nhp th trng th gii nu trn, theo tc gi c thrt ra khi nim v chin lc thm nhpthtrngthgiichongnhhngcthnhsau:ltphpccmctiu c bndi hn ca ngnh hng khi thamgia vo th trng thgii, mt hthng nhng quan im, mc tiu nh hng v chin lc kinh doanh, nhng phng thc thm nhp thtrngth gii, cc chin lc Marketing Mixnhmasnphm cangnhhngthmnhpchiuqu,vngchc th trng th gii, qua t c cc mc tiu ca ngnh mt cch tt nht.Nhvy,khihochnhchinlcthmnhpthtrngthgiichongnh hngcnphiaraccquytnhcthsau: Xcnhmctiucangnhkhirathtrngncngoi Lachnthtrng mctiuthmnhp

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Phn tch cnh tranh:phn tchngnhkinhdoanh,phn tch li thcnh tranhcaccqucgialithcnhtranh Phntchlith,nnglccnhtranhcangnh Xcnh, lachnchinlccnhtranh Lachnphngthcthmnhpthtrngthgii HochnhchinlcMarketingMix 1.1.3. ngha vic hoch nh chin lc thm nhp th trng th gii ca mtngnhhngiviphttrinnnkinhtqucdn Hochnhchin lc thmnhp th trngth giixutpht t vicphn tchmitrngbnngoi,mitrngbntrongtmraccchinlchpl, phthuyimmnhcangnh,khcphccnhngim yu,nnhnc ccchi,ntrnhnhngthithidonhngnguyctmitrngbnngoi.Do ,thngquamtchinlcthmnhpthtrngthgiicangnhhnghon chnhlmtcchhiuquymnhvicxutkhumtcchbnvng,ng thitochngvngchcchoccsnphmcamtqucgiatrntrngquc t. Hinnayxuhngtoncuhathcycccngtymrnghotng kinhdoanh ra khi bin giimtquc gia. Thc t chngminhnhiu cng ty quctkhithamgiathtrngthgii,nhtlnhngcngtynh,thiuvn,thiu kinh nghim, k nng nghin cu th trng, cha lng trcnhng ri ro lin quannvicqucthahotngkinhdoanhvchacmtbcchunbtt chovicqucthathngdnnthtbitrongkinhdoanhquct[22].Do vichochnhchinlcthmnhpthtrngthgiichongnhhngsgip cho cc doanhnghipnhhng chin lc, k hoch,phngthc v ccbin php ring cho bn thn mnh khi thm nhp th trng nc ngoi. T gim thiunhngthtbikhithmnhpvothtrngthgiichodoanhnghip. Trong mt ngnh hng, thng c rt nhiu n v, t chc cng tham gia. Chnghntothnhgichhonchnhxutkhutrnthtrngthgii.Crt nhiutcnhnthamgiavotrongchuicungngtothnhgichhonchnh ny, nh l ngi trng ch, ngi thu mua, n v ch bin, ng gi, thng

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nhnxutkhuMitcnhnnyvtheouimcchcamnhllinhunnn cthgynhhngnlichcacctcnhnkhcvnhvysnhhng nslinktgiacctcnhnnyvlmgimhiuquchungcatonngnh. Dothngquamtchinlcthmnhpthtrngthgiicangnhhngs gipphihphiuquccngunlccacctcnhn,tngmilinktgiacc tcnhntmctiuchungcangnhhiuqunht. Ngoirahochnhchinlcthmnhpthtrngthgiicangnhhng cnglmtcngcthamvnchnhschivichnhph,ccnhhochnh chnhsch.Khihochnhchinlcthmnhpthtrngthgii,chngta phi r sot cc phng thc, cch thc thm nhp vo mt th trng ca cc doanhnghipitrccngnh ccdoanhnghipncngoi khc ti th trng mctiu.Tara cch tt nht gip cc doanhnghip thmnhp th trng mtcchhiuquvbnvng.Bncnhcngaranhngxut,kinngh vichnhph,cccquanhuquan,ccnhhochnhchnhschsai,b sunghonthinh thng chnh sch,h thng qun l kinh t, thngminhm pht huy ti a tim nng ca cc doanh nghip, m bo cho cc doanh nghip thmnhpthtrngthgiimtcchttnht. 1.2. Hochnhchinlcthmnhpthtrngthgii 1.2.1. Xcnhmctiuthmnhp thtrngthgii Crtnhiuldo,ngcthcyccdoanhnghip,ccngnhhnghot ngtithtrngthgii,cthnhsau: Thnht,khaithclithsosnhtrongthngmiquct.Lthuytlith sosnhchrarng,ccqucgiakhcnhaucnngsutlaongkhcnhaul doc nhngtimnngvtnhin,vkinht xhi,vtrnh chuynmnho,v trnh khoa hc k thut khc nhau. V vy cc quc gia u c lith ring v nhngbtlitrongvictorahnghahaydchv.Thngquatraoicthpht huylith,hnchbtli vquanngcaohiuqukinhttnc. Thhai,tmkimthtrngmi,mrngthtrngtiuth.Hinnay,Vit Namctimnngphttrinsnxutsnphmnngnghipdidonhngscmua

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cathtrngtrongnchnchnnkmchsnxut.Tnhtrngnycthkhc phcnu VitNam tmkimcthtrngxutkhumtmtthcysnxut phttrin,mtkhc ci thin cisngnngdn v gii quyt hng lot cc vnsnxutkhc. Ngoira,mccnhtranhticcthtrngniangycngtrnngay gt,bucccdoanhnghiplunphitmkimthtrngmi,mrngthtrng. Tuynhin,do mccnhtranhkhngngnhtcckhuvc,ccqucgiado nhiu yu t chi phi, nn trong hot ng kinh doanh, cc doanh nghip mt mttmmibinphpnng cao sc cnh tranh cahngha v uy tn cadoanh nghip,mtkhctmkimthtrngtimnng,thtrngminhmtrnhnsc cnhtranhtrnthtrnghinc. Th ba, khai thc cc li th ca vng i sn phm. Tui thca mt sn phmthngkhcnhauccthtrng,ccqucgiakhcnhau.Chnhvvymt sn phm th trng ny giai on suy thoi, chunb o thi, nhng khi chuynsangthtrngmithsnphmlichixun. Nhvycththycrtnhiumctiukhithmnhpvothtrngth gii,tyvocimcatngngnhhng,tngdoanhnghipmcnhngla chnkhcnhau. 1.2.2. Lachnthtrngmctiu Viclachnthtrngmctiulmtvnrtquantrngvphctpkhi tinhnhthmnhpthtrngthgii.Mcchcaviclachnthtrngmc tiulxcnhccthtrngctrinvngnhtthmnhpvxcnhccc im th trng c cc chnh sch Marketingmix thchhp. Nh vy vic la chnthtrngmctiulmtqutrnhnhgiccchicathtrngvxc nhccnhhngthtrngthmnhp. Sauylmtvivncnquantm: 1.2.2.1. Thuthpthngtinlachnthtrng

Victhuthpthngtinthtrngnhiuqucgiakhcnhaulmtnhimv toln.Saukhithuthpcnhngthngtincnthit,cnpdngmtphng thchpl,chtch,hpcculachnthtrng.Rrng,iunyrtquan

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trngnhmloibnhngthtrngthahnchithnhcng,nhngcngcn thntrng khng qu vi vngbqua nhng quc gia l ngc vinc tim nng thc s. la chn th trng, c rt nhiu thng tin cn thu thp, c th ctrnhbytrongBngsau: Bng11:Ccdliuhuchlachnthtrng Phmvial GDP, GDP bnh qun u ngi theonhmxhi S bt n v ngh nghip ca s ngianglmvic Tltngdns

Tnhhnhcncnthanhton,shn Lisng chngoihihintivtnglai Qunlngoit Hngrothuquanvphithuquan Thhiungitiudng Quymgianhtrungbnh Tuitrungbnhcadnctheovng

Ccunhpkhu,tltngtrng Phnnhmtnngng nhpkhu Tnhnnhchnhtr Ngnng Tlbitch

Chiphtiudngtheokhilngv Thigiangiodcnhtrng loisnphm Chmscsckhe

Mc lng theo gii v loi ngh Tltvong nghip Tngdns Sbcstnhtrn1000dn Chiphqungco

T l dn s trong tui ring v Giccaccithcnhtranh nhmthunhp Phngtinvnti Tldnthnhthsovinngthn Chtlng vs thun tin cho cc knhphnphikhithmnhp Ngun:TrnMinhovVTrDng(2007) Tiptheo,cnthitlpnhngtiuchunnhtnhphthucvomctiuv iukincacngtyloibnhngqucgiathahncchithnhcng. Nhngtiuchunnycthbaogm:quy mthtrng,ccudns,spht trinkinht,mitrngkinhdoanh,snnhvchnhtr 1.2.2.2.

Ccphngphplachnthtrngmctiu

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Theo Anderson & Buvik (2002) v Cavusgil & cc cng s (2004), c hai cchtipcnlachnthtrngquctthmnhp,lcchtipcnhthng vphihthng. Cch tip cnphih thngl cch thc cccng tyla chn th trng th gii thmnhpmtcchngunhinhoctnh choch la chn th trng trncsgimthiussaibitvmtlchs,tml[20].Chnghn,dobtng vngnng,vnha,thchchnhtr,trnhhcvn,mcphttrinlm chovictipcnthngtinvthtrngcacccngtyquctbhnch.Chnh vshnchnychngtathycnhiucngtythchbnhngsangccnclng gingvkhngbgiihnbikhongcchal,cccngtyquctddngtm hiuthtrng,dthuthpthngtinhn,quahhiuthtrngnykhnv cthkimsotchiphtthn.Ngcli,mtscngtykhclachnthtrng datrnstngngvmtlchs,tmlhnlsgngivmtal.iu nygiithchtisaocccngtycac,NewZealandthngchnthtrngAnh, hoc ccnc niting Anh thmnhp.Ngoi ra,mts cng tyquc t la chnthtrngthgiilidavomtsnhngbtngtngimua.Thng cccngtynhhaytheouicchtipcnnyhnlcccngtylndohnch vngunlc,thiuknng,kinhnghimtrongvicthuthpxlthngtinclin quannthtrngthgii[17], [22]. Cchtipcnhthnglcchthccccngtylachnthtrngthgii thmnhpbngcchsdngnhngphngphpthngk,sdngadngcc dliunhgitnhhpdncathtrngmctiu[17].Haynicchkhc, tipcnhthnglsdngnhngtiuchunkhchquanlachnthtrng quctnhlsdngccphngphpnghincuthtrngmtcchhthng, sdngnhngsliuthngktrongphntch,nhgi,lachnthtrngth gii[23].Nhvy,theocchtipcnhthng,nhngnhnghincuMarketing cacngtyquctphithuthpthngtinmtcchhthnghn,phntchmt tphpnhiuthtrnghnsovicchtipcnphihthng. Nhiunghincuvcccngtyquctchothy,nhngcngtytipcnh thngkhixcnh,lachnthtrngmctiudthmnhpvthnhcnghn

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nhngcngtykhngctipcnmtcchhthngkhinghincuthtrngth gii [36], [25], [32], [27], [26]. Cooper v Kleinschmidt (1985) chng minh rng nhngdoanhnghiplachnthtrngmctiutmttphpnhiuqucgiac tc tng trng v mt xut khu hn nhng doanh nghip ch la chn th trng mc tiu t mt tp hp vi quc gia. Brothers v Nakos (2005) s dng mukhostlcccngtyxutkhucaHy Lp,ktlunvicsdngcch thc tip cnhthng trong vic la chn th trngthgii cquan h rt cht chnktquhotngxutkhucacccngtyquct. Nhvy,visphctp,adngvxuhngtoncuhahinnay,vic xc nh chnh xc th trngmc tiu cngtrnnquan trng,ihi phi tip cnmtcchhthngtrongviclachnthtrngthgii.Mtsphngphp sauthngcsdngtheocchtipcnhthnglachnthtrngmc tiu. Phnnhmccqucgia Theo phng php ny, nhng quc gia c cc im tng ng nh mi trng kinht, vnha, chnh tr s cnhm chung vinhau. Sau khiphn nhm cc quc gia, nhng quc gia ng cng mt nhm s c nhng c im gingnhau,cnhngnhucugingnhau. Thc chtcaphngphpphnnhm ccqucgia l thchin vic phn khcthtrngthgiiiviccqucgianhpkhu.Nghalnhngqucgia nhpkhucquymnhpkhu,ccimvkinht,vnha,nhucuc xpvomtphnkhcthtrng. Vic nhm cc quc gia c nhng im ging nhau ny s gip cc nh nghincumarketingquctcthsosnhccqucgiavinhauvngthi cungcpnhngthngtincthxydngnhngchinlcchungthmnhp chotngphnkhcthtrng. Nhngnlcutintrongvicpdngvicphnnhmccqucgiac tin hnh vo nhng nm cui 1960. Nhng nh nghin cu trong thi im ny thngchsdngmttiuchnhlmcphttrinvkinhthoctiuchv vnhatinhnhphnnhmccqucgia.Tuynhintheoccnhnghincu

22

sauny, vic phn nhm chda vomttiu chnh vy l khngy [54], [34],[28].Nhtltrongnhngtrnghpsdngcngmtchinlcmarketing vvndngngnhtchomtnhmccqucgiahocchomtnhmkhchhng nhiuqucgiakhcnhaunhmtptrungccngunlcvmctiutndngcc chivnhucuticcqucgiacccimtngngnhau. Sethi (1971) s dng29 tiu ch (cs h tng,giao thng,phng tin linlc,mctiudng,tctngtrngkinht)phnnhmccqucgia vngktlunrngkhngnnphnnhmccqucgiadavomttiuchduy nht m cn s dng nhiu tiu ch v mc quan trng ca tng tiu ch ty thucvomcchnghincu. Day,Fox,&Huszagh(1988)tinhnhphnnhmthtrngquctcth tin hnh mt chin lc marketing ton cu. H phn tch 21 quc gia c xemlthtrngcngnghipquantrngtheophnloicaWorldBank,sdng phngphpphntchnhntvktqul5nhmthtrngcxcnh. Binsphnnhmltuith,thigianlmvictrongtun,chsgi,tltht nghip, chi tiu ca chnh ph theo u ngi, t trng cng nghip trong GDP, mcthha, Vi mc tiu hng vo th trng, Cavusgil (1990) phn nhm th trng quctdatrnccbins:quymdns,tctngdns,tuitrungbnh,s tremtrungbnhcamth,tlphnthamgiavolclnglaong,tl chtcatrssinh,tuith,GNP/ungi.ngcngphnra5phnkhcth trngthgii. Cavusgilvccngs(2004),sdngsliuthcpca90ncphn nhmthtrng.Tcgisdngccbinsnhtlchitiucachnhphso vitngsnlngqucgia,quymcannkinhtngm,quynshutrtu, chnhschkimsottinlng,kimsotgiphnnhmccqucgia. Xphngccqucgia Phngphpthhailachnthtrngmctiulxphngccqucgia. Theophngphpny,ccnhnghincusdatrnnhiutiuchnhmc phttrinkinht,cutrcthtrng,dunglngcathtrng,tctngtrng

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ca th trng,quy mdn s, c sh tng, mcd dng chpnhnca th trng,thtrngtdo,mcriroqucgiaMitiuchnycmttrngs khcnhautythucvosnhgicacngtyquct,caccnhnghincu thtrng.Miqucgiasctnhtonvcmtimstnghpvcxp hngdatrnimstnghpny. Nhng nh nghin cu th trng khi s dng phng php ny c th la chn thm cc yu t khc th hin tt nht nhng c im ca th trng mc tiu,casnphmhocdchvcth.Hnna,cthiuchnhcctrngscho phhpvimcquantrngcatngyutvcimcasnphm,dchv kinhdoanh.Nhngnhnghincuthtrngcthsdngchtiutnghp quytnhlachnthtrngmctiuvcngcthsdngnhngyutring bit a ra cc u tin thm nhp thtrng (chnghn mun thmnhp vo nhngthtrngtrocnvthngmi). Giahaiphngphpphnnhmccqucgiavphngphpxphngcc qucgia,sdngphngphpnolphhphn.Chnphngphpnolty thucvomctiuthmnhpthtrngcacccngtyquct.Numctiuca cngtyl vndngmtchinlcmarketingchungchottcccthtrngth nn sdngphng php phnnhm ccquc gia bi v phngphpny gip phn nhm cc th trng c ccim tng ng nhau, khi c th vn dng mtchinlcmarketingchungchotngphnnhm.Ngcli,numctiuca cngtyquctlmunlachnmtsthtrngtimnngnhtthmnhpth cthsdngphngphpxphngccqucgia. Mtphngnkhccaralkthpsdnghaiphngphptrn,khi c th cung cpchongi nghin cumarketingnhiu thng tinhu chhn. Phng php phn nhm gip phn nhm cc quc gia theo nhng im ging nhau,tuynhinkhngchochngtabitcqucgianocmctimnnghn. Ngcliphngphpxp hngxcnhcthtrngtimnngnhtnhng khngthhincskhcbithaygingnhaugiathtrngtimnngnyvi ccthtrngkhc.Donucskthpgiahaiphngphpnychophp ngi nghin cu th trng c th so snh mc hp dn th trng gia cc

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nhmvinhau. 1.2.2.3.

Lachnphngphplachnthtrngmctiu

Trc ht, trong lun n ny s dng cch tip cn h thng khi la chn (tuynchn)thtrngmctiuthmnhp.Theocchtipcnny,chngtac th s dng phng php phn nhm hoc xp hng cc quc gia, tuy nhin hai phng php ny mc d c rt nhiu im mnh, nhng hn ch ca nhng phngphpnyldavonhngtiuchtngth,tiuchvmlachnth trngmctiuvcctiuchvngnhhng,vsnphmcththngtc chtrng.iunycngddnglgiibilnhngtiuchvngnhhng,v snphmcththngkhngcsliuthcpvchiphthuthpnhngsliu nyrt cao v tnnhiu thi gian.Mt khc, trong ccphngphp trn, n v nghincuthtrnglmiqucgia.Haynicchkhc,miqucgiacchol mt th thngnht vkhinhng khcbit v tiu dng, thhiu cangi tiudngtrongmtqucgiahontonkhngccpn. Mthnchquantrngnacanhngphngphptrnlkhilachnth trngmctiu,thngsdngrtnhiunhngbinsthucmitrngvm olngvnhucucathtrng.Haynicchkhckhisdngccphng phpny,chngtaphichpnhnmtginhnlnhucucamtngnhhng cthcthdonctnhngsliuthngkcpqucgia. Nhngbin s nhhngnquy m ca th trng c th l vnha, cu trcxhi,mcphttrinvkinht,khoahckthut,[34],nhngchngta bitrttvmctcngcanhngbinsnynquymcathtrng,n dunglngcathtrng. Nhngnhnghincuvmarketingchorngvnhalmttrongnhngyu tquantrngnhhngnhnhvitiudngvlmtbinsquantrngphn nhmthtrngthgii[22],[37],[30].Nhngvnhalmtbinsrtkhs dngphnkhcthtrng.Dotrongphnkhcthtrngquctnhngyu tnhcutrcxhi,hthnggiodc,mcsngcsdngnhlnhngyu tphnnhvvnha.Tuynhinvncrttnhnglthuytcungcpcsxc

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ng v s tc ng ca nhng bin si dinny n quy m th trng, c imthtrng,nsthayivnhucucangitiudngnhthno. Chnghn,chngtathnghaysdngtrnhhcvnlbinsidin cho yu t vn ha, bin s ny c th nh hng n hnh vi mua sm, nhng khngchochngtabitnhiuvnhucucamthnghacththayinhth nokhitrnhhcvnthayi. Bin s trong nhm th hai thng c cc phng php trn s dng phnnhmthtrngqucthocxphngccqucgialnhngbinso lngmcphttrinkinht.Sphttrinkinhtthnggnvigiatngthu nhpungi,vicngnghipha,sthayitrongccuhnghaxutnhp khu,sdchchuynngunlctnngnghipsangcngnghipvtchlytisn vtcht,ngunnhnlc.Sphttrinkinhtcngdnnnhngqutrnhbin i kinh t xhi chnghnnh thha,thay i vnhn khuhc, thay i trongphnphithunhpvthayivccunghnghip. Tuy nhin c rt tbng chng chngminh s thay i vnhu cu camt sn phm hoc dch v c th, thay i v quy m th trng l kt qu ca qu trnhphttrinkinht.Chcbngchngduynhtkhithunhptnglnthtl chi tiu cho tiu dng lng thc s gim i so vi tng chi tiu (theo quy lut Engel)vtgiiphngngunlcutvtiudngnhnghnghakhc. Nhvy,hnchchnhcaccphngphpnylccchs,binshay cc yu tc sdngo lngmc timnng (mchpdn)hocquy m,dunglngcathtrng.Vicsdngmthochaibins(vd:kinht hocvnha)vsauccnghincukhccitinhnbngcchathm nhiubinshncngkhngthidinchotonbcc yutnhhngn quytnhmuasmcangimua.Haynicchkhcchacnhiubngchng thc nghimcho thy s tc ng canhng bin s ny n s thay ivnhu cu,cutrcthtrngcanhngsnphm,dchvcth Do thiu nhng bng chng thc nghim xc ng chng minh cc bin s trntcngnnhucu,quymthtrng,theotcgi qutrnhphnnhm thtrngthgiihocxphnggiaccqucgiacthgpphihaihnch

26

nghimtrngsau:(1)Viclachnccbinssdngphnnhmhocxp hngthngtheohngtrcgic,davophnonchquancanginghin cu(2)mtslnglnccbinsphnnhccmitrngcaqucgianh mitrngkinht,lutphp,vnhascsdnglmbinsphnnhm thtrngqucthocxphnggiaccqucgia. Trong khi khi xc nh, la chn th trngmc tiu, ccnhmarketing quctrtquantmnquymthtrngcaccqucgianhpkhu cngnh gi cc quc gia c thnhpkhu thay inh thnoqua tngnhmquc gia, nhngyutnonhhngnsthayinyvmcnhhngrasao.Khi xcnhcnhngyutquantrngtcngnsthayiquymthtrng caccqucgia,nginhpkhucaccqucgia,khivicphnnhmcc qucgiatheonhngyutnymicnghavctcdngivicccngty quct. Do,khcphcnhnghnchtrnkhixcnh,lachnthtrngmc tiu,tronglunnnytcgiscgngtmkimnhngbinsnotcng cnghavmtthngknquymthtrngcangnhhngchtrnth gii, n gi ch nhp khu ca cc quc gia nhp khu. xc nh c nhng bin s tc ng c ngha thng k, u tin, danh sch nhng bin s thngcsdngphnnhm,xphngccthtrngquctscthu thp.Ktipsdngphntchhiquy,trongslngnhpkhuch,gich nhpkhulbinphthucvccbinscimqucgiavngnhhnglcc bingiithch.Mcnghathngk10%catngbingiithchtrongphntch hi quy c s dng lm tiu ch xc nh xem bin s c tc ng n s lngnhpkhu,ginhpkhucamiqucgiahaykhng. Saukhixcnhcnhngbinstcnglnquymthtrng,ngi nhpkhuch,stinhnhphnnhmccqucgianhpkhutheonhngbins nybngthtcphncmthbctcht. Chititccbctrinkhaictrnhby tiPhlc 12.

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1.2.3. Phntchcnhtranh Saukhixcnhcthtrngmctiu,c cshochnhchin lccnhtranhhiuqusoviccithcnhtranh,cncshiubitrrng, cn k v cu trc ca ngnh kinh doanh v v cc i th cnh tranh trn th trng,trongphixcnhrnhngimmnh,imyu,lithcnhtranh caccithcnhtranh. Docnphiphntchngnhkinhdoanhvphntchlithcnhtranhca ccqucgiaxutkhulccithcnhtranh.Vicphntchngnhkinhdoanh chophpchngtahiurtnhhnhcnhtrongngnh.Nhngnghincuvlith cnhtranhqucgiagipnmcnhngcimvlithcnhtranhcacc ithcnhtranh,quachophpmicngty,mingnhnhtnhtmkimv xydngclithringbitmbosthnhcngtrnthtrngquct.

1.2.3.1. PhntchngnhkinhdoanhTheoMichaelE.Porter,c5yuttcngnscnhtranhtrongngnh: (1) mi e da t s xut hin nhng i th mi, (2) mi e da t nhng sn phm hay dch v thay th, (3) kh nng mc c cabn cung cp, (4) kh nng mcccakhchhngv(5)scnhtranhgiaccithhintitrongngnh. Hnh11:Nmyutcnhtranhquytnhscnhtranhtrongngnh Miedatsxuthin nhngithmi

Khnngmcc cabncungcp

Scnhtranhgiacci thhintitrongngnh

Khnngmcc cakhchhng

Miedatnhngsn phmhaydchvthayth Ngun:Porter(1990) Sc mnh ca nm yu t ny khc nhau gia cc ngnhv quyt nh kh nng sinh li ludi cangnh. Nm yut cnhtranhny quytnhkhnng

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sinhlicangnhvchngnhhnhccmcgimdoanhnghipcthbn,chi phm doanhnghipphi gnh vmcu t cnc cnh tranh trongngnh. Chnghn,miedatnhngithmigiihntimnnglinhunchung ca ngnh. Ccbn cung cphoc bnmuahng mnhcngh thp mc li nhuncachnhh.Scnhtranhquytlit lmgimlinhundonhngkhon chiphchocnhtranhcaohnhocdochuynmtphnlinhunsangchokhch hngdihnhthcgir.Sxuthincaccsnphmthaythgiihnmc gimccithcnhtranhcthbnmkhnggyrasthayth. Mingnhuccthringvcmtcutrccnht.Cutrcngnhl tnginnhnhngc th thay i theothi gian khingnhphttrin. Cu trcngnhrtquantrngtrongcnhtranhquctvmtsldo.Thnht,nto ranhngihikhcnhauthnhcngtrongccngnhcngnghipkhcnhau. Thhai,sthayicutrctoranhngchithcschoccithcnhtranh tmtqucgiathmnhpvonhngngnhmi. 1.2.3.2. Phntchlithcnhtranhqucgia 1.2.3.2.1. Nhngyutquytnhlithcnhtranhqucgia MichaelPorterxutmhnhkimcngphntchlithcnhtranhca mtqucgia.Theomhnhny,lithcnhtranhcamtqucgiaphthucvo snngngvkhnngsngtocangnhtrongqucgia.Khithgiicnh tranhmangtnhtoncuhathnntngcnhtranhschuyndchtcclith tuytihaylithsosnhdotnhinbanchosangnhnglithcnhtranhquc giactoravduytrvthcnhtranhludicaccdoanhnghip.Mhnh kimcngcaMichaelPorterarakhunkhphntchhiubnchtlith cnhtranhqucgia. TheoPorter(1990),bnthuctnhtrongmhnhkimcngcamtqucgia snhhnhmitrngcnhtranhchodoanhnghiptrongnc,thcyhaykm hmvictolplithcnhtranhqucgia.

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Hnh12:MhnhkimcngcaMichaelPorter Chnhph Chinlccngty,cutrc vcnhtranhnia

iukinvyutsn xut

iukinvcu

Ccngnhcngnghip phtrvlinquan Ngun:Porter(1990) Cciukinvyutsnxut

Sngu nhin

Cc yutsnxutcthcnhmthnhmtsloinhsau:(1)ngun nhnlc,(2)nguntisnvtcht,(3)ngunkinthc,(4)ngunvn,(5)cs htng. Miquc gia s hunhng yu t sn xutkhcnhau.S lng cc yu t snxutcsdngrtkhcnhautrongccngnhkhcnhau.Doanhnghipca mtqucgiacthnngcaonnglccnhtranhnuhccnhngloiyut snxutcthvichiphthphocchtlngcaocbitnhhngngkn cnhtranhtrongmtngnhnhtnh. Cciukinvcu Cciukinvcuchnhlcutrongncivisnphmvdchvca ngnhny.Thngquanhhnglnlithvquym,cutrongncmangli hiu qu tnh cho nn kinh t. Nhng nh hng quan trng hn nhiu ca cu trongnclntorahiuqung.Nnhhnhtc,cimimivci tincacccngtytrongmtqucgia. Ccngnhcngnghipphtrvlinquan

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Mtngnhcngnghipthnhcngcthtonnlithcnhtranhchocc ngnhphtrhocclinquan.Stnticaccngnhphtrckhnngcnh tranh quc t trong mt quc gia to ra c nhng li th cho cc ngnh cng nghipsdnguratheocccchkhcnhau.Thngquavictipcnhuhtcc yutuvosinhlimtcchhiuqu,sm,nhanhchngvikhic u i. Hnna, li chquan trngca ccngnhph tr qunh nm trongqu trnhimivcitin.Ngicungcpgipcngtynmcccphngphp mivcchipdngcngnghmi.Cccngtycngcthtruycpnhanh chng thng tin, nhng tng, kin thc mi v nhng sng ch ca nh cung cp.Quacccngtycthnngcaocnnglccnhtranh. Chinlccngty,cutrcvcnhtranhnia y l hon cnh m cc cng ty chnhthnh, t chc vqun l cng nhbnchtcacnhtranhtrongnc.Mctiu,chinlcvcchthctchc ca cc cng ty trong ccngnh khcnhau kh ln giaccquc gia. Hnhmu cnh tranh trongnccngngmt vaitrsu rng trongqu trnh i mi v nhngtrinvngthnhcngquct.Cmilinhchtchgiacnhtranhtrong ncvvictora,duytrlithcnhtranhtrongmtngnhcngnghip.Cnh tranhtrongnctoraplccitinvimiivicccngty.Cnhtranh niabucccithphigimchiph,nngcaochtlngvdchv,qua to ra nhng sn phm v qu trnh sn xut mi. Trong khi cc cng ty c th khngduytrclithtrongmtthigiandi,plclintctcnhtranhc thkhuynkhchimivmilongibtthuliphasaucngnhtmong mundnu. Sngunhin(haychi) Nhng s kin ngu nhin l nhng vic xy ra khng c lin quan g n hon cnhtnc vthng nhhng hon tonngoi tm scmnh ca cc cng ty. Nhng s kin ngu nhin nh hng quan trng n li th cnh tranh nh:sraicanhngphtminh,chintranh,nhngquytnhcachnhph ncngoi

31

Nhng s kin ngu nhin quan trngbi chng to ra nhng s gin on chophphonivtrcnhtranh.Chngcthtrittiulithcanhngith trcvtoranhngtimnngcccngtytmtqucgiakhcthchcc cngtynytclithcnhtranh,phnngvinhngiukinmiv khcbit. Vaitrcachnhph Chnhphcthtcng(vchutcng)biminhnttrongbnnhn tquytnhtheohngtchcchoctiucc.Chnghn,chnhphcthtra cctiuchunhocyucuvhnghatrongnc,khichnhphcthkim sothocnhhngtinhucucakhchhng.Chnhphcthnhhnhbi cnhcaccngnhcngnghipclinquanvccngnhcngnghipbtrtheo cccchkhcnhau.Chnhphcngcthtcngtichinlc,cutrcvcnh tranhcacngtythngquaccquynhvthtrngvn,chnhschthu,lutl chngcquyn. Minhntquytnhnitrnphthuclnnhaubitcngcamtnhn t thngda votnh trngca ccnhn t khc. S yu km trongbt kmt yutnhntquytnhnocngscntrmtngnhctimnngphttrinv tinb. Minhntquytnhnitrnphthuclnnhaubitcngcamtnhn t thngda votnh trnhca ccnhn t khc. S yu km trongbt kmt yutnhntquytnhnocngscntrmtngnhctimnngphttrinv tinb. Tip sautrnhbycc yu tto ra li th cnh tranhquc gia trongngnh chvtrnhttinhnhphntchlithcnhtranhcaccqucgiaxutkhuch trnthgii. 1.2.3.2.2. Nhngyuttoralithcnhtranhqucgiaivingnhch Theo m hnh kim cng ca Michael Porter nn mc trn, li th cnh tranhqucgiachnhthnhtnhmyutnhl:iukinvyutsnxut, iukinvcu,ccngnhcngnghipphtrTrongmcnystmhiui vingnhch,nhngyuttrnctcngnhthno.

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iukinvyutsnxut Cng gingnh cc loi cy trng khc,ivingnh ch,nhngquc gia no c t tt, th nhng ph hp, ngun nc ti s c li th trong cnh tranh.iunycththyrnhtltrnghpcaKenya,ylqucgiacquy mlnvtaittphhpvicychvkthpvilngmatnhinthch hpvicychtoralithrtlnchoKenya. Ssnccangunnhnlcctrnh,nnglcqunlcngtoranhng lithnhtnh,vdtiKenya,rtnhiucngty,nintrngchcqun lbicccngtyaqucgiavngnhchcaKenyahchicrtnhiu kinhnghimtrongqunl,marketingchosnphmchtrnthtrngthgii. Kh nng tip cn cc ngun vn cng l mt yu t kh quan trng trong ngnhch.NgnhchcaSriLankabnhnmtthigiandothiuccngun vnutvonhngnm8090cathk trc,ngnhchSriLankachvt ln sau khi chng lot cc cng ty tnhnbtuu tvo ln vo lnh vc trngch[16]. Saukhicthuhi,lchtiphicnhanhchngvnchuynnni chbin trnh lm gim cht lng ca ch,nnh thngng x, csh tngvnchuynngvaitrrtquantrng. Cciukinvcu ChlmtthcungphbintiKenya,ckhong80%dnscaKenya ung ch thng xuyn, tuy nhin a phn ngi dn Kenya ung loi ch ph thng,givaphi.Chnhiutorartnhiucngtynggivphnphi ch ti Kenya vhn nanhng cng ty ny thit lp cmiquanh kinh doanhvirtnhiucngtyaqucgiacungcpchtrnthgii.Docccng tychcaKenyartckinhnghimtrongvicpngnhucucaccqucgia nhpkhuch,nhtlloichcgivaphi. Ngcli, donhucuadngcangidntrongnc, ngnhchn phttrinvtorartnhiuchngloichkhcnhaupngchonhucuni avquakhithmnhpthtrngthgii,ccdoanhnghipchcan phthincnhngngchthtrngrttt.

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Ccngnhcngnghipphtrvlinquan ivingnhch,ccngnhcngnghipphtrvclinquanchyul ngnhchbinvnggich.ChnghntinvSriLankavonhngnm 90thktrc,csphttrinrtngkcangnhnggitrongnc,iu gipchonvSriLankackhnngymnhxutkhuccsnphmch nggivcthnghiu[16]. Chinlccngty,cutrcvcnhtranhnia Tinhngnintrngch,phngthc,cchthcqunllrtkhcbit soviccngnhkhc.Chnghn,tiSriLankav n,rtnhiuthhcng nhntrngchsngvlmvicngayticcnin.Hnnaivingnhch phisdnglaongrtln,nnphngthcqunllaongnhhngrtln n gi thnh ca sn phm. Do nhng phng thc tuyn dng, qun l lao ng thng thng c th khng ph hp vi ngnh ch, i hi phi c nhng phngthcqunlringvphhpvingnhch. S cnh tranh,mi trng cnh tranh trongnc cng cnhng nhhng nlithcnhtranh.Chnghn,tiSriLanka,khinhngninthucsqun lcachnhph,khngcphtminh,citinnocnghathctinnhngkt khithchintnhnhavonhngnmucathpnin90csthayir rtivingnhchcaSriLanka. Vaitrcachnhph Nhng chnh sch ca chnh ph c tc ng rt ln n s pht trin ca ngnhchtimtsqucgia.Chnghnvichnhschtdohatrongngnhch vo nm 1992 ca Sri Lanka, chnh ph khng tin hnh kim sot gi ch nh trc,bibthuxutkhu,phgitint,chuynshuivinhngnin thucshunhnclmchongnhchcaSriLankaphttrinmnh sau. 1.2.3.2.3. Phntchlithcnhtranhcaccqucgiaxutkhuch ccshochnhchinlccnhtranhchongnhch,cnhiurv cimlithcnhtranhcaccqucgiaxutkhuch,trncstinhnh phnnhmccqucgiaxutkhuchtheonhngctrnggingnhauvlith

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cnhtranhcatngqucgiaxutkhuch.Nhvyccqucgiaxutkhuchs cnhmlitheonhngctrnggingnhauvlithcnhtranh,vicnhm ccqucgiaxutkhuchnhvysgipchngtacthsosnh,ichiuli thcnhtranhgiaccqucgiaxutkhuchvinhau. cthphntchlithcnhtranhcaccqucgiaxutkhuch,saukhi nghincuvccyutnhhngnlithcnhtranhqucgiaivingnh chvkthpviccnghincucaJaffee&Gordon(1992)vAli,Ghoudhry& Lister(1997),danhschccbinsphnnhccyuttrongmhnhkimcng caMichaelPortercthuthp. K tip cc quc gia xutkhu chc tin hnhphnnhm theo cc tiu ch vquy m sn lngxut khu,gi chxut khu vtheo tiu ch cphi l qucgiatrngchhaykhng.Saukhiphnnhm,sdngcccngcthngk phntch.Nhngbinsno phnnhnhngctrngkhcbitvlithcnh tranh cnghathngk (10%)scsdngtrongphntchcm thbc phn nhm cc quc gia xut khu ch. Chi tit cc bc tin hnh c th c trnhbytiPhlc4. 1.2.4. Phntchnnglccnhtranh Saukhiphntchngnhkinhdoanh,phntchlithcnhtranhcaccquc giaxutkhu,chngtacnnhginnglccnhtranhcaccdoanhnghipxut khutrongngnhcythngtin,qualachnccchinlccnhtranh thchhp. C mt s phng php nh gi nng lc cnh tranh ca doanh nghip nhlmhnhkimcngcaMichaelPorter,Phngphpmatrnhnhnhcnh tranh,PhngphpsdngmatrnnhgiccyutnibTuynhinmts phngphp gprtnhiukhkhnkhipdng,chnghniviphngphp ma trn hnh nh cnh tranh, i hi phi c thng tin v cc i th trn th trngthgii,lmchonginghincurtkhthuthpthngtin.Dotrong lunnny tc gi sdngphngphp ma trn nh gicc yu tni b ca ThompsonStriklandphntchnnglccnhtranhcaccdoanhnghipxut khuchVitNam.Ccbcpdngphngphpnycthnhsau:

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Bc1:Lpdanhmckhong1020 yutquytnhnnglccnhtranh ca doanh nghip trong mt ngnh kinh doanh. y l cc yu t bn trong ca doanh nghip, khngbaohmcc yu tmi trng bnngoi. Cc yu t quan trngnhtcthlitknhsau: Nnglcquntrdoanhnghip. Nnglcnghincu,phntch vdbovthtrngtrongncvth trngncngoi. Nnglctmkimkhchhngvitctincycnnglchptckinh doanhhiuquvidoanhnghip. Nnglctchcsnxutnhngmthngcnnglccnhtranhtrnth trngniavquct. Vnhadoanhnghip Nnglcthchngvimi Nng lc x l cc tnh hung v tranh chp thng mi quc t nhanh chngvhiuqu. Nnglcthanhtonquct Nnglctchcxutkhu Ccyutvcngngh:nhnnglcnghincuvcngngh,nnglc imi,sdngcngnghthngtin. Ccyutlinquannngunnhnlc:nhnlcctrnhvknng chuynmncao,bquytqunlchtlng,ingchuyngiavthit ksnphmhocvcngnghquantrng. Ccyutvtichnh. Ccyutvhnhnh,uytn(yutthnghiu). Nnglccnhtranhvgivgithnh. Bc2:Xcnhmcquantrngcaccyutivingnhbngcch phn loi t 0,0 (khng quan trng) n 1,0 (quan trng nht) cho tng yu t. Trngsnychothytmquantrngtngicayutivithnhcng, khnngcnhtranhcaccdoanhnghiptrongngnh.Tngstmquantrngca ttcccyutphibng1,0.

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Bc3:Phnloit1n4chotng yutidin,t yunht(1im) nmnhnht(4im).ylimsphnnhnnglccnhtranhtngyut ca doanh nghip so vi cc i th trong ngnh kinh doanh. Cng c th cho khongimrnghn,vdt1n5im. Bc4:Tnhim cho tng yu t bng cchnhnmc quan trng ca yutviimsphnloitngng. Bc5: Tnh tng im cho tonb cc yu tca voma trnbng cch cng im s cc yu t thnh phn nng lc cnh tranh ca doanh nghip. Tngsimnyphnnhnnglccnhtranhtuyticadoanhnghip. Bng12:Mtmatrnnhgiccyutnibcadoanhnghip Trngs (0,0n1,0) A 1.Yut1 2.Yut2 n.Yutn a 1 a2 a n Xphng (1n4) B b 1 b 2 b n imyut K=A*B k =a *b 1 1 1 k2=a2 *b2 k =a *b n n n T=ki (i=1n)

Yut

Tngim 1,0 Ngun:PhanMinhHot(2007)

Nutngsimcatonbccyutcavomatrnt2,5trln, thdoanhnghipcnnglccnhtranhtuytitrnmctrungbnh.Ngcli, tngsimtrongmatrnnhhn2,5thnnglccnhtranhtuyticadoanh nghipthphnmctrungbnh. Trng hp thango5bc (t 1n5)thnng lc cnh tranh tuyt i mctrungbnhl3. Matrnnhgiccyutnibgipccdoanhnghipnhgicnng lccnhtranhcamnhtrongmitngquansosnhviccithcnhtranh trn th trngmc tiu, t tm ra c nhng li th c bn nhmnng cao nnglccnhtranhcadoanhnghiptrnthtrng.Phngphpnychophp xc nh cc yu t nng lc cnh tranh no cn c duy tr, cn c cng c

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thmvyutnocnphixydng,tgipdoanhnghipcithincnng lccnhtranh. Vndngphngphpny,ccbctrinkhainhginnglccnhtranh cadoanhnghipxutkhuchVitNamcthchinnhsau: La chn cc yu t quan trng i vi nng lc cnh tranh ca ngnhxutkhuchVitNam TheoxutcaThompsonStrickland,c14yutcbnphnnhnng lccnhtranhcamtngnhxutkhu.pdngvotnhhnhcthcaVit Nam,tcgitinhnhnghincu,kthpxinkinchuyngiangnhchv sphhpca14tiuchmThompsonStricklandxut.Qua,c3yu tkhngquantrnglmiviccdoanhnghipxutkhuchVitNam,hocl cphnnhtrongccyutkhc,l: (1) Nnglcthanhtonquct. (2) Vnhadoanhnghip. (3) Nnglcthchngvimi. Vth,tcgikhnga3yuttrnvonhginnglccnhtranhca ccdoanhnghipxutkhuchVitNam,mtptrungvo11yutsauy: (1) Nnglcquntr (2) Ngunnhnlc (3) Nnglctichnh (4) Nnglcmarketing (5) Nnglccnhtranhvgi (6) Nnglccnhtranhthnghiu (7) Nnglcnghincuvtrinkhai (8) Nnglccngnghsnxut (9) Nnglcphttrinquanhkinhdoanh (10) Nnglctchcxutkhu (11) Nnglcxltranhchpthngmi Tinhnhphngvnchuyngia Mt bng cu hi c thit lp phng vn chuyn gia v mc quan

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trngca11yutktrnivingnhxutkhuchVitNam(xemPhlc1). C55ngithamgiaphngvn,llnhoccdoanhnghipln,chuyngiau ngnhthngmi,ccnhkinht.Kchthcmucxcnhtheocngthc: n m*5,vimlsmchi,m=11.Ktquctnghpbngphngphp thngkvttnhratrngsvtmquantrngcatngyut. Tinhnhkhostccdoanhnghipxutkhuch Mt bng hi tip theo (xem Ph lc 2) c thit lp xc nh mc nng lc cnh tranh ca cc doanh nghip xut khu ch Vit Nam. i tng phngvnllnhovcccnbqunlcadoanhnghipxutkhuchbao gm:gimc,phgimc,lnhophngkinhdoanh,phngxutnhpkhu, phng marketing, chuyn vin c nhiu kinh nghim. Vic phng vn c trin khaitheoquytrnh:linhinthoixingp,saugibngcuhiphngvn, traoimcchphngvnvgiipnhngvnitngphngvncha r.Ktquthuvvi98phiuhpl. Dliutkhost98phiuhplcxlbngphnmmSPSS.B dliu(lmsch)csdngthchinccphpthngkmtccyu tnhhngnnnglccnhtranhcadoanhnghipxutkhuchVitNam. 1.2.5. Lachnchinlccnhtranh V lu di, ccdoanhnghipcht cthnh cng so vi nhng ith camnhnuhshulithcnhtranhbnvng.TheoMichaelPorter,chai kiulithcnhtranhcbn: chiphthpv khcbitha. S kt hp gia hai kiu li th cnh tranh trn viphm vi ca th trng mctiu(phmvirnghayhp)hayrngsnphmhnhp(rnghayhp)s mangli3chinlcchung:chiphthp, khcbithasnphmv tptrung. Chinlcchiphthp Chinlcchiphthplkhnngcamtdoanhnghipthitk,snxutv arathtrngmtsnphmtngnghiuquhnccithcnhtranh. nhngmcgibnghocgnbngccith,chiphthpsmanglilinhun lnhn. Chinlckhcbitha

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Mcchcachinlckhcbithaltclithcnhtranhbng victorasnphmmcngitiudngnhnthclconhttheonhn xtcah.Khnngcamtcngtykhcbithasnphmthamnnhucu cangitiudngtheocchmccithcnhtranhkhngthc,nghaln c tht gi caohnng k so vimc trungbnh cangnh. Khc vichin lcchiphthp(davo uthcnhtranhbntronghaykhnnglmchchi ph),chinlckhcbithadavouthcnhtranhbnngoi,tclmc honthincasnphm. Kh nng khc bit ha mnh m cho php doanh nghip thot khi p lc cnhtranh.Tuynhinchinlckhcbithaemliktqumongmun,s khcbithavsnphmhaynhnhiucacngtyphicnhnthcvbn vng.lmciunyihiphithchinnhngcgngtolnvgiao tip, truyn tin. Ni cch khc, s thnh cng ca chin lc khc bit ha ph thucphnlnvochtlngvhiuqucacchotngmarketing. Chinlctptrung Chin lc tp trung l s kt hp gia hai kiu li th cnh tranh trn vi phmvicnhtranhhp.Chinlcnycthcthchinthngquakhnng khcbithatrngimhocchi phthptrngim. Theo MichaelPorter, khng cmt kiu chin lc no c thphhp vi mingnhcngnghip.Lithcnhtranhlnntngcabtkmtchinlc cnh tranh no v t c li th cnh tranh i hi doanh nghip phi c nhng s la chn. Nu mt doanh nghip mun c li th cnh tranh, doanh nghipphilachnginhlymtkiulithcnhtranh(chiphthphaykhc bitha)vmtphmvi(dntrihaytrngim)mhcthginhclith . 1.2.6. Lachnphngthcthmnhpthtrngthgii Theo Nguyn ng Phong v cc cng s (2007), cc doanh nghip c th thc hin chin lc thmnhp th trng th giibngnhiuphng thckhc nhau,trongcbaphngthcphbinsau: Thmnhpthtrng thgiitsnxuttrongnc.

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Thmnhpthtrngthgiitsnxutncngoi. Thmnhpthtrngthgiitivngthngmitdo. 1.2.6.1. Phngthcthmnhpthtrngthgiitsnxuttrongnc ylphngthcthmnhpthtrngcccqucgiaangphttrin trnthgiithngvndngasnphmcamnhthmnhpvothtrng thgiithngquaxutkhu.Theophngthcnyccdoanhnghipcthchn mt tronghaihnh thc xutkhu. l xut khu trc tiphoc xut khu gin tip. 1.2.6.1.1. Hnhthcxutkhutrctip Theohnhthcnyccdoanhnghiptbntrctipccsnphmcamnh rancngoi.Xutkhutrctipihicccngtyphimtrchtonbhot ng marketing xut khu nh chn th trng nc ngoi thch hp, chn sn phmchothtrngmctiu,thnhlpbphnxutkhu,honchnhbchngt xutkhu. thchinxutkhutrctip,ccdoanhnghipcnctchctrongnc mnhnnghipvxutkhuvhnhthnhknhphnphincngoinhchi nhnhbnhng,il,nhphnphincngoi. 1.2.6.1.2. Hnhthcxutkhugintip Hnh thc xut khu gin tip khng i hi c s tip xc trc tip gia ngimuancngoivdoanhnghipsnxuttrongnc.bncsnphm rathtrngthgii,doanhnghipsnxuttrongncphinhvocctchc trunggiancchcnngxutkhutrctip.Ccdoanhnghipcththchinxut khugintipthngquacchnhthcsau: Cngtyquntrxutkhu(exportmanagementcompany) Nh ythcxutkhu(ExportCommissionHouse) Migiixutkhu(Exportbroker) Hngbunxutkhu(ExportMerchants) 1.2.6.2. Phngthcthmnhpthtrngthgiitsnxutncngoi Trongphngthcny,cmtshnhthcthmnhpnhsau:

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Nhnggiyphp(Licensing) Nhngquynthngmi(Franchising) Hpngquntr Snxuttheohpng(ContractManufacturing) Hotnglprp(AssemblyOperations) Hotnglindoanh(JointVenture) Cngty100%vnncngoi 1.2.6.3. Phngthcthmnhptikhuthngmitdo Ngoi hai phng thc thc hin chin lc thm nhp th trng th giitrn, cc doanh nghipxutkhucn c th thm nhp th trng thng qua cchnhthcnh:ckhukinht(SpecialEconomicZone),khuchxut(Export ProcessingZone),khuthngmitdo(FreeTradeZone). Mi phng thc thm nhp th trng th gii trn u c nhng u v nhc im khc nhau. c bit, mi phng thc thm nhp s tng ng vi mckimsotvmccamktvngunlckhcnhau[54].Mckimsot cnghalquynkimsotiviqutrnhraquytnhivicchotng chcnngvnhngquytnhchinlccatchc[48].Camktvngunlc cnghalnhngtisnccamktsdngchomtphngthcthmnhp nomnkhngthlylisdngchomcchkhcmkhngbmti gitr[48]. La chn cch thc thmnhp thtrng th gii ca mt cng ty cho mt snphmhay mt th trngnht nh l kt qu ca vic nh ginhiu yu t khcnhau.Mtstiuchuncththamkholachnphngthcthmnhp thtrngthgiinhsau: Ccnguntichnhcadoanhnghip,khnngmualihaytxydng csnhxngncngoi. Ccctrnghnhthcvkthutsnphm(nhngsnphmngin thngdlpnhmysnxutncngoi).

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Tnhsnsngcahotngmarketingvcaccdchvkinhdoanhti ccthtrngncngoicchnlmmctiu. Cchnchctnh chtaphngivichcccngtykinhdoanh hocccthathunvcpgiyphpkinhdoanhchoccchshunc ngoi. Mcthmnhpthtrngcntc. Kinh nghim c v mc thng tho ca cng ty kinh doanh trong nghipvbnhngvhotngkinhdoanhngoinc. Mcthusut,hnngchvnhnghngrophithucatngthtrng. Tnhnnhvchnhtrcanhngncdnhthmnhp. Tnhkhngnnhvcngcnhtranhcaccncclinquan. Quynshutrtucthdhaykhcbov. 1.2.7. HochnhchinlcMarketingMix Sau khi la chn th trng thm nhp, nh gi i th cnh tranh, la chn chin lc cnh tranh v phng thc thm nhp th trng thch hp, cc cngtyqucthochnhchinlcMarketingMixxydngccchinlc Marketingthchngvimitrngmisnphmcththmnhpcvo thtrngny.xydngchinlcMarketingMix,thngthngstinhnh xydngccchinlcsau:

1.2.7.1. ChinlcsnphmquctChinlcsnphmquctcvaitrrtquantrngvnsnhhngti ccchinlckhcnhchinlcgi,phnphivxctinvnhhngtivic tiuthvhiuqukinhdoanhcacccngtyquct. Quyt nh v chin lc sn phm trn thtrng xut khu bao gi cng phi xut pht t yu cu ca khch hng v s lng, cht lng ca sn phm nhmthomnnhucuvschicakhchhng.Vvy,thngcbaloi quytnhlinquannchinlcsnphm. Quytnhmrngtrctip

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Quytnhnyxutphttvicchorngnhngsnphmcungcpchoth trng trongncthnh cng v cng p ngcmongi ca th trng ncngoimkhngcnphithayibaogi,thitk,nhnhiuhoccuthnh snphm.ylslachnhpdnbivquytnhtrctipkhngihiu tthmchocngtcnghincu,thitkthnghimhaythayithitbsnxut. Quytnhthchnghisnphm Quytnhthchnghisnphmthcchtltoravcungcpchothtrng ncngoinhngsnphmphhpviyucuctnhccbcathtrng. Torasnphmthchnghivithtrngncngoicnghalsnphmphigi nguynnhnhiunhngcththayivkchthc,trnglng,musc,mi vchophhpvithiquentiudngcakhchhngaphng.Viclachn quytnhthchnghisnphmbucdoanhnghipphiutnhiuhnsongcng hahnvmtthtrngtimnngtolntrongtnglai. Quytnhtoraccsnphmmi Quyt nh to ra cc sn phm mi chnh l quyt nh cung ng ra th trngnhngsnphmhontonmipngtiamongicangitiudng thtrngnc,lnhngsnphmcchtlng,quycch,hnhdng,hngv phhp vi thiquen tiudng,phhpvi tpqunv lut l cancs ti. Viclachnchinlcnycnhiumohim,tnthigian,cnnhiuvnu tnhngnuquytnhchnhxcthtrinvngthnhtlrtln.

1.2.7.2. Chinlcgiquctnhgichomtsnphmcthlchakhachosthnhcnghaythtbi vngayckhicccchinlcsnphm,phnphivxctinhpl,thcngty quctcngskhthnhcngnusnphmcnhgikhngng.Khitin hnhnhgicnquantmnccyuttcngngiquctnhchiphsn xutsnphm,chiphvnti,thuquan,nhucuthtrng,tnhhnhcnhtranh, nhngnhhngchnhtr, phplut. Ngoiramttrongnhngnidungquantrngcaquytnhvgisnphm xutkhulxcnhmiquanhgiagixutkhuvginia.Thngcba khnng:

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Th nht: Gi xut khu cao hn gi ni a. Trng hp ny xut pht t thctmunbpchiphxmnhpthtrngmivmuntndngchith trngbpriro. Th hai: Gi xut khu bng gi ni a. Chnh sch ny thng c cc cngtychacnhiukinhnghimxutkhupdng,vvigihcmthyan tontrongmitrngchaquen. Thba:Gixutkhuthphnginia.Chnhschnythngcp dng trong trng hp sn phm cha c ngi tiu dng bit n hoc cnh tranhvgitrnccthtrngxutkhurtmnh. Trncsnhginhngyuttrn,cngtyquctsxydngchinlc nhgiquctphhpvitrnghpcthcacngty.Nhngchinlcnh ginybaogm:nhgitrncschiph,nhgihinhnh,nhgihtvng, nh gi thmnhp, nh gi trt xung theo ng cu, nh gi ngn chn v nhgitiudit.

1.2.7.3. Chinlcphnphisnphmquctsnphmcacngtyquctcthphnphithnhcngnhngnc khcnhau,cngtyquctphiiutra,xcminhhthngphnphiphhpvi iu kin thay i mi trng ca mi quc gia, ph hp vi bi cnh ca th trngmctiu.Ccthtrngkhcnhauphichthngphnphikhcnhau. Crtnhiuyutnhhngnhotngphnphiquctnhkhongcch a l, c im sn phm, kh nng ca cng ty quc t. Trn c s phn tch nhngyutnhhngtrn,cngtyquctquytnhlachnknhphnphi snphmquctvtinhnhquntrhthngphnphi.Ngoiraphnphivt cht ca snphm cng cn c quan tmthc hin tt a sn phm thm nhpvngchcvothtrngthgii. Trn c s phn tch c th i n quyt nh la chn knh phnphi. Thngcbacchlachn: Mtl:Xydngccknhphnphitrctip.Loiknhnydodoanhnghip xy dng c u im l d dng trong qun lv thc hin cc chnh sch

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Marketingnhngihiutlnvkhtrirngtrongiukinthigiankhng nhiu. Hail:Sdngccknhclpcancsti.pdnghnhthcnycc nhxutkhusdngngayccknhphnphictincstithngquavic kktcchpngphnphihocpdngccchnhschMarketingphnphi snphmcamnh.Hnhthcnytphiut,ckhnngvirtsu,rtrng trnthtrngmi.Tuynhin,nhcimcbnlkhkimsottrongqutrnh thchinchinlcMarketingcadoanhnghip. Bal:Kthpgiahailoiknhtrctipvgintip. Viclachnhnhthcknhphnphinoldocimcathtrngv nnglccadoanhnghipxutkhuquytnh.

1.2.7.4. ChinlcxctinsnphmquctXc tin l mt ni dung trong cc hot ng marketing quc t. Cc hot ngmarketingkhngchnhmkhuychtrngsnxut,phnphisnphm haydch v m cn cn cung cp thng tin dndt nhng nhu cu ca khch hngnquytnhmuasm. Khixydngchinlcxctinsnphmquct,cccngtyquctphi quytnhccvnsau: Ccloithngtinnocncchuyntikhchhnghaythngiplg? Chnlaphngtintruynthngno? Chiphvnlcdnhchohotngnylbaonhiu? Saucccngtyquctxydngchngtrnhqungcoquct,khuyn mivthchinnhnghotngtruynthngmarketinglmchocngchng hiuvchpnhnsnphmvcngty.

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1.3.

Nghincubihckinhnghimcaccqucgiaxutkhuchthnh cngtrnthgiivbihcrtrachoVitNam

1.3.1. Nghincubihckinhnghimcaccqucgiaxutkhuch 1.3.1.1. SriLanka SriLankalncsnxutchtruynthng,viquymcngnghiprtsm, vitinphttrinnhanh.Snxutchquymhnghobtunm1867v ctrngthay th vodin tch cphdonm v subnhphhu ton b ngnhcngnghipcphcancnyvocuithk19.Ch16nmsau(1883), dintchcht32.000ha.Nm1961,snlngvtmc20vntn.n nay, din tch thn 212.270 ha, tng sn lng 310.800 tn. Ch lmt trong nhngthmnhvxutkhuvlmttrongnhngngunthungoitchnhca SriLanka,chim15%tngthunhpxutkhu,88%tngslaongnngnghip. Chmanglihn1.366triuUSDchoSriLankavonm2010[58].Tnm1992, chnhphSriLankacrtnhiuchnhschnhmphttrinngnhchcat ncny.HinnayngnhchSriLankatcmtsthnhcngnibtnh sau: SriLankacxemlnhxutkhuchenhngutrnthgii.Hin thmnhpvngchcvonhngthtrngnhpkhulnnhNga,CIS (CngngccqucgiaclpthucLinXc),ccTiuvngquc rp,Jordan, AiCpvlnhcungcpchnhchonhngthtrngny. NgnhchSriLankathchinadnghathtrngtiuthvthm nhpvoccthtrngticckhuvcalkhcnhau,nhvyc th gimthiunhngtcngdobinngbtlivnhucutiuthtitng khuvc. Cungcpnhiuchngloisnphmch,snxutcchenorthodoxv CTC. c bit c thnh cng trong vic sn xut v xut khu nhiu loichcgitrgiatngnhchtilc,chphng,chgi,chkh chtcaffein.Trongsccqucgiaxutkhu,chSriLankalqucgiac tlxutkhuchgitrgiatngcaonht.Ringtnggitrxutkhu

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mthngnychimgn34%tngxutkhuvchloinycathgii. CccngtyxutkhuchcaSriLankacngthitlpcslinkt viccnhphnphi,nginhpkhutithtrngtiuth. ChSriLankacuytnthnghiucaotrnthtrngthgii. NhngthnhcngtrncangnhchSriLankatcldonhngnguyn nhncbnsau: Thnht,cchnhschphttrinngnhchhpl.Nhmphttrinngnh chcatncny,tnm1992, xabthuxutkhuch,cchnhthchn chxutkhu,chnhphkhngkimsotgitrnthtrng,xydngchnhsch marketingcbnchophttrinngnhchcah. Thhai,cchtchcqunlngnhchhtscchtch,khoahc.Mcd Sri Lanka c li th v kh hu, th nhng thch hp cho cy ch, nhng quan trngnhtlcchtchcqunlhtscchtch,khoahcgiacckhucanh tc, cng nghip ch bin, kho tng, h thng phn phi sn phm rt chuyn nghip,vitrnhcao.Trong,cthnicngnghipchbinvhthngu givnhngchunmcvchtlnglnhnglithcnhtranhnibttouytn thnghiuvgitrsnphmchSriLanka.cbitlhthngkimsotcht lngcangnhchSriLankarttt,tonnhnhnhchtlngcaoivich SriLanka. Thba,cingthngnhnctrnh.NgnhchcaSriLankacrt nhiudoanhnghipthmnhpthnhcngtrnthtrngthgii,nguynnhnl dohcingthngnhnctrnh,nnglckinhdoanhtt.Ngoirahcn cshtrrtlntingqunl,ingchuyngiacsntrongncvcc lnhvcclinquannhcngnghchbin,nggi,qungco,qungbsn phm, xydngthnghiu, qunlhotngxutkhu TuynhinhinnayngnhchSriLankacngcnmtshnchnhsau: TngdintchchcaSriLankaangbthuhp,khngckhnngtng thm. Nngsutsnlngchthp,trongs4qucgiaxutkhuchhngu th gii, nng sut ch ca Sri Lanka ng th 3, t 1.306kg/ha (nm

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2009),thphnnhiusovinvKenya.Nguynnhndogingch c, tui ca vnch cao.iuny dnngi thnh chSriLanka caohnccithcnhtranh. 1.3.1.2. Kenya Kenyaccoilqucgiaphttrinnhanhvdintchchtrnthgii,so vi cc cng quc ch nh n , Trung Quc, Srilanka, mc d ch mi ch ctrngKenyatnm1903,songnnm1945,ncnyc4500hach cngnghip.Hn50nmsaudintchtngti147.080ha(2006),nhngsovi timnngtthchhpvicychl664.l03ha,micht22%.Chcpht trin ti7 vngpha ng v8vng pha Ty thunglng RiftValley. Nng sut chrtcao,nguthgii,bnhqun2,7tnkh/ha. ChKenyatlunitingvtrong,cmup,hngvctrngvrt cachungtrnthtrngchthgii.Kenyacnglqucgiatrngchln nhtChuPhi,snphmchKenyachimlnhccthtrngtiuthquan trng nhtcathgii,trongAnhl32,1%Pakistan30,5%AiCp17,8%.Huht (ntrn99%)chcaKenyacxutkhudidngchenCTC. ChcaKenyaccanhtcchyuquimtrangtrihgianh(chim 60%) v khong40%c trng trnqui m ln ti ccnin. Cc vn ch quymtrangtrihgianhthucdinqunlcaCquanphttrinchKenya (KTDA).Nhngninquymlnhin thucshucacccngtyaquc gia.Nngsuttinhngninlnny thnggp2lnsovinngsutticc trangtrihgianh. Vic qun l trng ch, ch bin v tiu th ch ti 2 khu vc ny rt khc bit. Ti nhngninln thuc s qun lca cccng ty a quc gia, cng ontrng,snxutvtiuthsnphmcchnhnhngcngtynythchin. Nhngcngtynylcccngtyaqucgia,hotngtrnphmvitoncu,nn h thngtinhnh chbinban u tiKenya, sau xut khu sang quc gia tiuthchchbinthnhchthnhphm. Tinhngvnchquymtrangtrihgianh,ccnngdntrngcha

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snphmcamnhrathtrngthngquaCquanphttrinchKenya(KTDA). Cquannyphtrchvicthumua,chbinvbncclchschchocc nhmyvavnh.KTDActchcnhmtcngtyhotngmigii.C quannythngkhpng3nm/lnviccnhmychbinvchng %trnkgchbnrangthicngquytnhslngchbnraquasnugi haybntrctip.HinticcnhmyhotngviKTDAbnkhong80%qua snugiv20%trctip. TiKenya,cybanchcaKenya(KTB)lcquanqunlnhncv ch, vi s tham giaca B Nng nghipnhnghotng c lp v songsong vi B ny. KTB iu chnh ngi trng, sn xut v thng mi ch, ng thi cngtinhnhccnghincuvqungbchoch.VvyKTBc3bphnhot ng: qung b v marketing, sn xut, nghin cu. KTB c c Nh nc v ngitrngchtrph.TrnmikgchsnxutthKTBthu4centphcvcc hotnghtrngnhch. QuaphntchtrnchothyngnhchKenyacrtnhiuinkinthunli phttrincychnhtai,thnhng,snphmchctnhctrngv thcttrongthigianquangnhchKenyaphttrinrtmnhvdintchv snlng.TuynhinngnhchcaKenyacnmtshnchsau: Thnht,cshtngphcvngnhch cnhnch.ivinhngn inlnthucsqunlcacccngtyaqucgiathvicvnchuynchn nhmychbinrtthuntin.Tuynhintinhngvnchquymtrangtrih gianh,hthngngvnchuyn,cshtng,khotng,khnngchbin cnhnchnntnhiulmgimchtlngchcaKenya.DomcdKenya chthngkimsotchtlnghonchnh,thitlpvduytrtiuchuncht lng rt gt gao i vi l ch ti c thu hoch, tuy nhindo h thng vn chuyn,cshtngcnhnchvlmchmtrtrongvicvnchuynncc nhmychbinnnkt qullmgimchtlngcachthnhphm. Ngoi ra h thng c s vt cht, kho tng tp trung ch yu cho vic vn chuynchtccvnchnnhmychbinvtrungtmugi.Chac utnhiuchohthngcsvtchtphcvchovicgiatnggitrchosn

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phmch. Thhai,hn ch trong vic nghincu v ngnh ch. Mc dKenya c c quanchuyntrchnghincuvsnphmch.Tuynhinchtlngnghincu chcaKenyacngchathtsmnh,chyunghincuhinnaylvlnhvc trngchnhlnhnging,dinhdngchocych,qunlvncyvqunl thuhochNhngnghincuvlnhvcchbinch,phngthcgiatnggi trchosnphmchcnthiu. Thba,knhtiuthchcaKenyach yulthngquahthngugi. Vic qu ph thuc vo knh tiu th truyn thng ny lm gim kh nng pht trin k thut bn hng hin i nh phn khc th trng mc tiu, nh v sn phmtoralithcnhtranh.DosnphmchcaKenyakhngcsa dngha. Tht,khong60%dintchchctrngbiccnnghquymnhv nhngvnchnycqunlbiKTDA,dohkhngcnhiunglc phttrinccloichkhcnhau. 1.3.1.3. n nlncsnxutchlnnhtthgiinhngchngthtthgii vlngxutkhucngnhkimngchxutkhudonlnccttrng chdngtrongncvoloicaonhtthgii.Tchxutkhu30%snlng thuhoch hngnm vonhngnm cui thpk 80,nnay,xut khu ch cn di20%vxuhngnyngycnggim.Snxutchkiucngnghipn btuvothpnin30cathkXIX,nnaychn180nm.n ni ting vi cc cng ch Assam, Darjeeling, Cachar, Doars vi cht lng cao.Tngdintchch(2009)t470.000ha.Nngsutnmbnhqunthn1,7 tnkh/ha. Xutkhuchlngunthungoitquantrngcan.Vonhngnm 70cathktrc,VngqucAnhlncnhpkhuchchnh tn.T nhngnm80,LinX(c)trthnhncnhpkhuchlnnhttnvit trng50%lngxutkhucanchonnm1991.Tuynhin,vissp caLinXvhybcchbaocpvmuahng,xutkhuchtnbnh

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hngnngntnm1992.Tuynhintnm1993,xutkhuchcan chuynhngsangccqucgiakhc.Nm2009,snlngchxutkhucan t198ngntnvikimngchxutkhuhn554triuUSD[58].Ngnhcng nghipchncungcpviclmchohn1triulaong,chyulccvng nngthnvvngcthunhpthp. Nhngcimnibtcangnhchnnhsau: Thnht,hthngchnhschhonchnh.nlncckhnhiublut vquynhiutitngnhcngnghipchmtcchchtchvchthngnh: Lut kimsot xutkhu vphnphich (1957), Lut kim sot th trng ch (1984)(iutithotngbnugi)vLutcpphpivihthngkhoch (1989).Ngoirachnhphncnhiuchnhschhtrchongnhchnhl cc chng trnh khuyn nng, hun luyn cc phng thc trng ch tin tin, cungcpccgingmiChnhphnbanhnhccchnhschhnchnhp khuchvilcsdngthuxutkhugigithtrngchtrongncn nh. C chnh sch pht trin ngnh ch di hn nh l Chng trnh Nng cp Cht lng v a dng ha Sn phm (Quality Upgradation and Product DiversificationSchemeQUPDS)vimctiutoiukinvvnchoccnv snxut,chbinvnggitrangbcccngnghvquytrnhhininhm nngcaochtlngsnphm,tnggitrgiatngchosnphmch.Chngtrnh cthchintrongvng5nmt20072012.Tngskinhphchochngtrnh l 55,5 triu USD (250,5 Crore Rupee). Cc ni dung h tr c th ca Chng trnh l: (1)h trmua cc thitbhinimi thay thcc my mc c, muaccthitbchbinchorthodoxchotonbccnhmychCTCvthit lpccnhmychbinmi(2)htrutchoxydnghtngbsungv lmschch,phach,nggi...(3)htrchovicbomchtlngtheotiu chunISO/HACCP(4)htrthnhlpccnhmymichuynsnxutch xanh,chorthodoxvccloichcbitkhc. Th hai,adng ha chng loi sn phm v phng thc ch bin trn th trng th gii. Scmnhmarketing ca chn l sadng chngloiv

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phng thc chbin. Ngnh ch n sn sngxut khu trc tip cho ngi tiudng,nginhpkhuccloisnphmvinhiukchcvnhiuloich ctrng.imlithcaqucgianylkhnngsnxutcchorthodoxv chCTC.Qucgianysnxutrtnhiuccloichgitrgiatngnhlchti lc,chunglin,chphng. Th ba, ccknh tiu th sn phm hon thin. H thng c s h tng cc knhphnphictrongncvquctlrttt,baogmcbntitrangtri,bn quaugivbnkhn. Th t,h thng kim sot cht lng chhon chnh t trng,chbinn nggi.Ngoivicthitlpccchunmcquynhivichtlngsnphm ch,ncnthitlpcctiuchunchovicnggi.iudnngich cangiaodchbnhqunluncaohnnhngqucgiacnhtranhchnhnh SriLanka,Kenya. Thnm,chtrngnghincuthtrngthgiivqungbsnphmch. Ngnh ch n lun tin hnh nng cao cht lng sn phm, nghin cu th trng th gii, nghin cu sn phm mi cho nhng phn khc th trng mi. Hip hi ch n thit lp cc vn phng ti nhiu th trng nhp khu ch chnhcannhtiLondon,Brussels,NewYork,DubaivMoscow.Nhng vnphngnycnhimvthuthpthngtinthtrng,qungbsnphmch n. Thsu,nthnhlprtnhiutrungtm,vinnghincuvchvtin hnhnghincurtnhiulnhvclinquannngnhch.Tuynhinngnqu dngtrongnghincucnghnch,nnthiunhngnghincuchuynsuvcc loichttnht.Ngoira,viccqunhiutrungtm,vinnghincunncs phntn,cnhiucquannghincuchathtshptcvinhautronglnhvc nghincu. Tuy ngnh ch n c rt nhiu im mnh nu trn, nhng theo cc chuyngianhgingnhchnchacmtknhthngtinchnhthccung cp thng tin th trng, snphm cho ngi trng v ch bin. iu ny lm nhhngnkhnngcangnhtrongvicphttrinsnphm.

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1.3.1.4. TrungQuc TrungQuclmttrongnhngcinicacych,cnglncsnxutch lui.nnay,TrungQuclncctngdintchchlnnhtthgii(1.405 nghnha,nm2009).ChctrngtptrungvngluvcsngDngT(2 tnhHNamvGiangT),cctnhvenbinngNam(ChitGiang,PhcKin) vcctnhVnNam,HNam,SnTy. Viphnbalrtrngvcciu kinkhhu,thnhngrtkhcnhaunnsnphmcngrtadng.Hinctrn 1000gingchctrngTrungQuc. Trung Quc l nc sn xut ch xanh lnnht th gii (75% th phn ch xanh th gii, sn lng khong500.000 tn/nm).TrungQuc cng lnc sn xut v xut khu ln trn th gii. D xut khu ch chim gn 40%, tiu dng trongncrtlnnhngvdnsqungvchc20%dncthngxuyn ung ch (ch yu l trung nin v ngi cao tui), nn bnh qun tiu th u ngicngkhthp(300gr,sovi650grcan,v3kgcaAnh). SphttrinmnhmngnhchTrungQucgnlinvivicphttrinsn xutccdanhtrnh:LongTnhTyH,LongnhKhaiHa,KinhSnTrD Hng,HuMinhTr,GiangSn,LcMunHnchcnmtrliy,kt nm1990,tngsnlngdanhtrtnghn4,3lnvtnggitrdanhtrtnggn 7,7ln.Tlsnlngdanhtrsovitngsnlngsnxutratngt5%lnti 21%vtlgitrdanhtrsovitnggitrsnlngtngt24%lnti62%. iungquantmltuydanhtrchchimkhong20%tngsnlng chcaTrungQucnhngchimtitrn60%gitrtngsnlng. PhttrinchhuccnglmthngitrngimcangnhchTrung Qucdovndlngthuctrsungycngtrnnnghimtrng.Ccnc nhpkhungycngkhtkhehntrongquynhvantonthcphm,cbitl EUvNhtBn. Trong thi gian qua, Trung Quc cho xy dng cc x nghip va v nh nhmtngcngsccnhtranhchoccdoanhnghipsnxutkinhdoanhch,trn csChnhphsutcvnvkthutchoccxnghip.Bncnh,Chnh ph nc ny cng tin hnh c phn ho mt lot cc doanhnghip sn xut

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kinhdoanhchkmhiuqu.ngthi,Chnhphcngthchinvicquyhoch chititliccvngsnxutchtrnphmvicnc. 1.3.2. BihckinhnghimchoVitNam Quanghincukinhnghimvxutkhuchcaccqucgiaxutkhuln trnthgii,tcgirtramtsbihckinhnghimchoVitNamgipsn phmcangnhchVitNamcththmnhpthnhcngvvngchctrnth trngthgiinhsau: Bihcthnht,hthnglutl,hthngchnhschphttrinngnhch honchnh, hplvdihn. TheokinhnghimcaSriLankachothy,khicsthayitrongchnhsch pht trin ngnh ch t sau nm 1992, ngnh ch ca Sri Lanka pht trin rt mnh.Theokinhnghimcan,ngnhch nchthnglutl,chnh schrthonchnh,ccchnhschphttrinchongnhchthmnhpvoth trng th gii c xy dng bi bn v c nh hng di hn nh l chng trnhnngcpchtlngvadnghasnphm.Dongnhchnpht trinrtbnvng. i vi ngnh ch Kenya, vi 60% din tch thuc s qun l ca C quan phttrinchKenya,nglcphttrinccloichkhcnhau,gitrgiatng caochosnphmchlrtthp.KtqulmcdchcaKenyachngvc trng,rtcachungtrnthtrngthgiivnusovchtlng,tnhc trng khng thua km so vi ch ca Sri Lanka,nhng kimngch xut khu ch caSriLankalicaohncaKenyachodquymsnlngxutkhuchca KenyacaohnsoviSriLanka. iuchothy,phttrinngnhchvthmnhpvngchcthtrng thgii,ngoihthnglutlrrng,cnchthngchnhschphttrinngnh chdihnvphhpviyucucathtrngthgii. Bihcthhai,khithmnhpthtrngthgii,ngnhchcnadngha snphm,phngthcchbinvadnghathtrng.Chtrngphttrincc loichmangligitrgiatngcao. KinhnghimtnvSriLankachothy,snphmchcanhngquc

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gianyrtcsadngvchngloisnphm,phngthcchbinsnphm vccsnphmchgitrgiatngchimt trngkhcao. TheokinhnghimcaTrungQucvphttrindanhtr,thngquaxydng thnghiu cho ccdanhtr,ngnh ch Trung Qucnngcao khnng cnh tranhcanhngsnphmnyvnngcaogitrgiatngchoch. Ngoiracngcnphiadnghathtrngkhithmnhp,chnghnnh ngnhchcantptrunghn50%vothtrngLinXcvonm1991, nnkhithtrngnysp,hybcchbaocpvmuahng,ngnhchn bnhhngrtnngn.TrongkhiSriLankathmnhpvortnhiuth trngticckhuvcalkhcnhau,nhvycthgimthiunhngtcng dobinngbtlivnhucutiuthchtitngkhuvc. Bihcthba,cchtchcqunlngnhchhtscchtch,khoahc. to ra mt snphm ch thnh phm, linquan n rt nhiu khunh trng,chbin,utrn,nggivtiuth.TkinhnghimcaSriLanka,n chothytoracuytnvthnghiu,uytnvchtlngcangnh ch trn th trng th gii,quan trngnhtl cch t chcqun lht sc cht ch, khoa hc gia cc khu canh tc, cng nghip ch bin, kho tng, h thng phnphisnphm. Bihctht, hthngkimsotchtlnghonchnh. Kinhnghimcaccncxutkhuchchothy,khngchxydngtiu chun cht lng i vi ch thnh phm, m cn phi phi xy dng cc tiu chunivivictrngch,thuhoch,chbin,nggi.Ngoira,phithitlp hthngkimsotchtlnghiuqutkhutrng,thuhoch,chbinnxut khu. Bi hc th nm, h thng c s h tng, kho tng, c s ch bin hon chnh. Tkinhnghimcaccncxutkhuchchothy,ngnhchphttrin vtoragitrgiatngcaochosnphmch,phichthngcshtng,h thngkhotng,cschbincngnghhonchnhvngb. Ngoi ra, kinhnghim ca Kenya cho thy quc gia ny ch yu ch trng

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utchohthngcshtng,khotngvnchuynlchtinnh mychbincnhanhchng.Trongkhichachtrngnhiutrongvicu t h thng c s h tng, cng ngh ch bin to ra gi tr gia tng cho sn phmch. Do khi u t xy dng h thng c s h tng, kho tng phc v cho ngnhchcngphitnhnvicutchocchthngcscnthitpht trinngnhchbin,nggi. Bi hc th su, xy dng i ng qun l doanh nghip c trnh kinh doanhtrongngnhchvingchuyngiatrongccngnhclinquan. TheokinhnghimcaSriLanka,bncnhnhngyutthunlichongnh chnhtai,thnhng,ctrngcach,yutmanglithnhcngquan trnglingqunlcadoanhnghipctrnh,cnnglckinhdoanhvc shtrcaingchuyngiatrongccngnhnghclinquannhqungb thnghiu,xydngthnghiu Bi hc thby, cn c cquan,t chcchuyn nghip thc hincchot nghtrchongnhchnhqungbsnphmchtithtrngncngoi, thuthpthngtinvsnphm,sthayivnhucucangitiudng,nghin cu chuyn su v ngnh ch nh cng ngh ch bin, pht trin cc sn phm mi Kinh nghim ny c th rt ra bi hc t cc quc gia xut khu ch nh Kenya,SriLanka,n. Theonhngqucgianythngccctrungtmnghincuvch.Ti Kenya, lnh vcnghin cu ch yu v nhn ging,dinhdng cho ch,qun l vncy,qunlthuhochTuynhintinvSriLanka,lnhvcnghin cumrnghn,tp trungnghincuvphngthcchbin,nggi,tora snphmgitrgiatng.Dokhithnhlpcctrungtmnghincucngphi adnghalnhvcnghincuvphicngunlccnthitcctrungtm nyhotng. Theokinhnghim can,thnhlp ccvnphngcaHiphich ntinhngthtrngtiuthlnvinhimvqungbthnghiuchn

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,thuthpthngtinvthtrng,sthayivnhucucangitiudng,thu thpkincangitiudngvccsnphmmican.ycnglmt kinhnghimrtnghchi.

TMTTCHNG1Chng1nghincucskhoahcvhochnhchinlcthmnhpth trng th gii ca mt ngnh hng v nghin cu bi hc kinh nghim ca cc qucgiaxutkhuchthnhcngtrnthgii,bihcrtrachoVitNam. Qua nghin cu vhoch nh chin lc thmnhpth trng th giica mt ngnh hng, tc gi cho rng chin lc thm nhp th trng th gii cho ngnhhngcthltphpccmctiucbndihncangnhhngkhi tham gia vo th trng th gii, mt hthng nhng quan im, mc tiu nh hngvchinlckinhdoanh,nhngphngthcthmnhpthtrngthgii, ccchinlcMarketing Mixnhmasnphmcangnhhngthmnhpc hiuqu,vngchcthtrngthgii,quatcccmctiucangnhmt cchttnht. Nhvy,khihochnhchinlcthmnhpthtrngthgiichongnh hngcnphiaraccquytnhcthsau: Xcnhmctiucangnhkhirathtrngncngoi Lachnthtrngmctiuthmnhp Phn tch cnh tranh:phn tchngnhkinhdoanh,phn tch li thcnh tranhcaccqucgialithcnhtranh Phntchlith,nnglccnhtranhcangnh Xcnh,lachnchinlccnhtranh Lachnphngthcthmnhpthtrngthgii HochnhchinlcMarketingMix T nghin cu bi hc kinh nghim ca cc quc gia xut khu ch thnh cngtrnthgii,tcgirtra7bihckinhnghimchoVitNam:thnht,h thng lut l,h thng chnh schpht trinngnh chhonchnh,hp l vdi hnthhai,khithmnhpthtrngthgii,ngnhchcnadnghasnphm,

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phng thc ch bin, a dng ha th trng, ch trng pht trin cc loi ch mangligitrgiatngcaothba,cchtchcqunlngnhchhtsccht ch,khoahctht,hthngkimsotchtlnghonchnhthnm,hthng cshtng,khotng,cschbinhonchnhthsu,xydngingqun l doanh nghip c trnh kinh doanh trong ngnh ch v i ng chuyn gia trongccngnhclinquanthby,cnccquan,tchcchuynnghipthc hincchotnghtrchongnhch.

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CHNG2:TNHHNHSNXUT,XUT KHUCHVTHMNHPTHTRNGTH GIICACH VITNAMTRONGTHIGIANQUATrong chngny trc tin snghincu tnhhnhsn xut, xut khuv nhpkhuchtrnthgii,cthgiithiutngquanchungvngnhch,phn tch xutkhu vnhpkhu chca ccquc gia trn th gii.K tipphn tch tnhhnhsnxut,xutkhuchcaVitNam.nhgitnhhnhthmnhpth trngthgiicachVitNamtrongthigianqua.Tiptheonhginnglc cnh tranh ca cc doanh nghip xut khu ch Vit Nam v sau cng phn tch SWOTxutkhuchcaVitNam. 2.1. Nghincutnhhnhsnxut, xutkhuvnhpkhuchtrnthgii 2.1.1. Giithiutngquanchungvngnhch 2.1.1.1. Ccsnphmchnhcangnhhngchgiaodchtrnthgii Trnthtrngthgiicrtnhiuloichkhcnhaucgiaodch.Tuy nhin, mi loi ch giaodch trn th trngth giiucchbin tl ch ti ca cy ch (Camellia sinensis). C nhiu tiu ch phn loi ch, tiu ch csdngphbinldatheomclnmencalch.Theotiuchny, ch thnhphmcphn thnh3 loi chnh: chen, chxanh, ch long (chi titphngphpchbin,xem Phlc27). Theo FAO(2011a)vHicks(2009),tlsnlngchen thuhochhng nmtrnthgiichimn70,09%sovitngsnlngchthuhochhngnm catonthgii.nnm2017,hngnmdkintctngsnlngchen t1,9%/nm vtmc3,1triutn.Trongkhitlsnlngchxanhthu hochhngnmchim25,23%trongtngsnlngchthuhochcathgii,vi tc tng snlng trung bnhhngnm d kin l 4,5%/nm tnay nnm 2017, t 1,35 triu tn. Ring ch long ch chim khong 2% so vi tng sn lngchthgii,cnlilccloichkhcnhchvng,chdctho

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Ngoicchphnloichtheocngnghchbinnhtrn,tothuntin trongthngk,theodivphntchsliumtcchnhtqun,snphmchtrn thgiicphn thnh4loitheo Hthnghihamtvmhahngha (HthngHS),cthnhsau: (1) Chxanh,nggisn,trnglnggikhngqu3kg(mHS:090210) (2) Chxanhdngritrn3kg(mHS:090220) (3) Chen,nggisn,trnglnggikhngqu3kg(mHS:090230) (4) Chendngritrn3kg(mHS:090240) i vi nhng loi ch ng gi di 3kg thng l nhng loi ch thnh phm,cthnghiu.Ngclinhngloichdngrithnglloichnguyn liu,cccqucgianhpkhusdnglmnguynliuchbin,utrn thnhccsnphmchkhcvtiuthhoctixutsangccnckhc. Trnthgiihinnay,ccngunsliuthngkthcpcungcprty, theotngnmvtheotngloichtheocchphnloicaHthngHS.Do, tronglunnny kthphaicchphnloi chtheocngnghchbinvtheo cchthcphnloicaHthngHSkhitinhnhphntchchititvccnc xutkhuvnhpkhuch.Cth,ch(mHS:0902)khiphntchcphn thnh4loi nhsau: (1) Chxanh,nggisn,trnglnggikhngqu3kg(mHS:090210) (2) Chxanhdngritrn3kg(mHS:090220) (3) Chen,nggisn,trnglnggikhngqu3kg(mHS:090230) (4) Chendngritrn3kg(mHS:090240) 2.1.1.2. Chuicungngcasnphmchtrnthgii Tkhilchtichichonkhitrthnhccchcangitiudng, c rt nhiu tc nhn tham gia vo qu trnh ny (xemPh lc 28). Trc tin, nhngnginngdnlmvicticccnhngchtin