Quan Tri Logistic

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CHNG 1. TNG QUAN MN HC QUN TR LOGISTICSKINH DOANH

1.1 Logistics trong nn kinh t hin i

1.1.1 Khi nim v s pht trin ca logistics kinh doanhLogistics l mt thut ng c ngun gc Hilp - logistikos - phn nh mn khoa hc

nghin cu tnh quy lut ca cc hot ng cung ng v m bo cc yu t t chc, vtcht v k thut(do vy, mt s t in nh ngha l hu cn) cho qu trnh chnh

yu c tin hnh ng mc tiu.

Cng vic logistics hon ton khng phi l lnh vc mi m. T tha xa xa, sauma thu hoch ngi ta bit cch ct gi lng thc dng cho nhng lc gip ht.T la t Trung Quc tm c ng n vi khp ni trn th gii. Nhng do giao

thng vn ti v cc h thng bo qun cha pht trin, nn cc hot ng giao thngcn hn ch. Thm ch, ngy nay mt vi ni trn th gii vn cn nhng cng ngsng theo kiu t cung t cp, m khng c trao i hng ho vi bn ngoi. L do chnhl thiu mt h thng hu cn pht trin hp l v hiu qu (lack of well-developedand inexpensive logistics system). Theo t in Oxford th logistics trc tin l Khoahc ca s di chuyn, cung ng v duy tr cc lc lng qun i cc chin trng.

Napoleon tng nh ngha:Hu cn l hot ng duy tr lc lng qun i, nhngcng chnh do hot ng hu cn s si dn n s tht bi ca v tng ti ba ny trnng ti Moscow v cng ht mc ng dy cung ng ca mnh. Cho n nay, khi

nim logistics m rng sang lnh vc kinh t, mau chng pht trin v mang li thnhcng cho nhiu cng ty v tp on a quc gia ni ting trn th gii

Logistics hin i (modern business logistics) l mt mn khoa hc tng i tr sovi nhng ngnh chc nng truyn thng nh marketing, ti chnh, hay sn xut. Cunsch u tin v logistics ra i nm 1961, bng ting Anh, vi ta Physicaldistribution management, t n nay c nhiu nh ngha khc nhau c a ra khi qut v lnh vc ny, mi khi nim th hin mt gc tip cn v ni dungkhc nhau.

Trc nhng nm 1950 cng vic logistics ch n thun l mt hot ng chcnng n l. Trong khi cc lnh vc marketing v qun tr sn xut c nhng chuynbin rt ln lao th vn cha hnh thnh mt quan im khoa hc v qun tr logistics mtcch hiu qu. S pht trin nhanh chng ca khoa hc cng ngh v qun l cui th k20 a logistics ln mt tm cao mi, c th gi l giai on phc hng calogistics (logistical renaissance). C 4 nhn t chnh dn n s bin i ny:

- Thng mi ho thit b vi x l: trong thi k ny, cc thit b in t bc vogiai on thng mi ha rng ri.Gi cc sn phm tr nn rt r v ph hp vi iukin u t ca cc doanh nghip, k c cc doanh nghip va v nh. Chnh nhng thit

b ny l c s vt cht h tr rt nhiu cho nghip v logistics (trao i thng tin, qun

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l hng tn kho, tnh ton cc chi ph). Ti cc nc pht trin, b phn logistics l ni sdng ngun vt cht my vi tnh ln nht trong cng ty.

- Cuc cch mng vin thng: Cng vi yu t trn, nhng tin b ca ngnh vinthng ni chung v cng ngh thng tin ni ring c nh hng trc tip n hiu quhot ng ny. T nhng nm 80s, ngi ta s dng cng ngh m vch (bar code)

ci tin hot ng logistics. Trao i thng tin in t (EDI- electronic data interchange)cng bt u c s dng gia khch hng v nhng nh cung ng truyn t v tipnhn d liu gia cc c s kinh doanh trong v ngoi cng ty. Ngoi ra cn phi k nv tinh, my fax, my photo, v cc dng c ghi bng, ghi hnh khc. Nh nhng phngtin ny m ngi ta c c nhng thng tin cp nht trong qu trnh thc thi logistics.C nhiu doanh nghip s dng ni mng my tnh v d liu kp thi v chnh xc.

- ng dng rng ri nhng sng kin ci tin v cht lng: quan im qun trcht lng ng b (TQM) l ng c quan trng nht trong vic thc y hot ng

logistics. Thi k sau i chin th II, cc doanh nghip ngy cng phi quan tm ncht lng hng ho v tnh hiu qu ca cc quy trnh sn xut. Quan im khng saihng - zero defects v lm ng ngay t ln u tin - doing things right the first timetrong TQM c p dng rng ri trong lnh vc logistics. Cc doanh nghip nhn rarng sn phm tt m n mun so vi yu cu hoc b h hi u khng th chp nhnc. Vic thc thi km cng vic logistics s lm tn hi n sng kin ci tin cht l-ng.

- S pht trin ca quan im ng minh chin lc (Alliances): Sang thp k80s, cc doanh nghip bt u nhn thy rng phi coi cc khch hng v cc nh cung

ng nh l ng minh chin lc, nhng n v cng tc kinh doanh. Chnh s hp tc,lin kt gia cc bn l c s hot ng logistics t c hiu qu ngy cng cao,gim s chng cho, hao ph khng cn thit, tp trung vo vic kinh doanh, thc ythng li chung.

Nhng tin b trong khoa hc k thut, l thuyt qun l v cng nghthng tin k trn thc y logistics ln mnh theo thi gian v c quy m v tm nhhng, to nn mt ln sng t duy i mi v tt c cc kha cnh ca hot ng ny ticc doanh nghip t nhng nm 1960 cho n nay. Theo Jacques Colin - Gio s v khoa

hc qun l thuc trng i hc Aix Marseillea th s pht trin ca logistics bt ut tc nghip - khoa hc chi tit - n lin kt - khoa hc tng hp, iu ny ckhng nh trong lnh vc qun s cng nh trong cc doanh nghip.

C th chia qu trnh pht trin ca logistics kinh doanh trn th gii thnh 5 giaion: workplace logistics (logistics ti ch), facility logistics (logistics c s sn xut),corporate logistics (logistics cng ty), supply chain logistics (logistics chui cung ng),global logistics (logistics ton cu). Xem hnh 1.1

Logistics ti ch l dng vn ng ca nguyn vt liu ti mt v tr lm vic. Mcch ca workplace logistics l hp l ho cc hot ng c lp ca mt c nhn hay

ca mt dy chuyn sn xut hoc lp rp.L thuyt v cc nguyn tc hot ng caworkplace logistics c a ra cho nhng nhn cng lm vic trong lnh vc cng

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nghip trong v sau chin tranh th gii th II. im ni bt ca workplace logistics ltnh t chc lao ng c khoa hc.

Logistics c s sn xut l dng vn ng ca nguyn liu gia cc xng lmvic trong ni b mt c s sn xut. C s sn xut c th l 1 nh my, 1 trm lmvic trung chuyn, 1 nh kho, hoc 1 trung tm phn phi. Mt facility logistics c ni

n tng t nh l mt khu gii quyt cc vn m bo ng v nguyn vtliu phc v cho sn xut i tr v dy chuyn lp rp my mc (do my mc khngng nht gia nhng nm 1950 v 1960).

Hnh 1.1: Lch s pht trin logistics kinh doanh t 1950 n nay.

Logistics cng ty* l dng vn ng ca nguyn vt liu v thng tin gia cc cs sn xut v cc qu trnh sn xut trong mt cng ty. Vi cng ty sn xut th hotng logistics din ra gia cc nh my v cc kho cha hng, vi mt i l bn bunth l gia cc i l phn phi ca n, cn vi mt i l bn l th l gia i l phn

phi v cc ca hng bn l ca mnh. Logistics cng ty ra i v chnh thc c pdng trong kinh doanh vo nhng nm 1970. Giai on ny, hot ng logistics gn lin

vi thut ng phn phi mang tnh vt cht. Logistics kinh doanh tr thnh qu trnh mmc tiu chung l to ra v duy tr mt chnh sch dch v khch hng tt vi tng chi phlogistics thp.

Logistics chui cung ng Pht trin vo nhng nm 1980, quan im ny nhnnhn logistics l dng vn ng ca nguyn vt liu, thng tin v ti chnh gia cc cngty (cc xng sn xut, cc c s trong cng ty) trong mt chui thng nht. l mtmng li cc c s h tng (nh my, kho hng, cu cng, ca hng), cc phng tin(xe ti, tu ho, my bay, tu bin) cng vi h thng thng tin c kt ni vi nhaugia cc nh cung ng ca mt cng ty v cc khch hng ca cng ty . Cc hot nglogistics (dch v khch hng, qun tr d tr, vn chuyn v bo qun hng ho) clin kt vi nhau thc hin cc mc tiu trong chui cung ng (Hnh 1.2). im nhnwww.ebookvcu.com 3

1950 1960 1970 1980 1990

2000

WorplacWorplaceelogisticslogistics

FacilityFacilitylogisticlogisticss

CorporatCorporateelogisticslogistics

SupplySupplychainchainlogisticslogistics

GlobalGloballogisticslogistics

Phm

vivnh

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trong chui cung ng l tnh tng tc v s kt ni gia cc ch th trong chui thngqua 3 dng lin kt:

- Dng thng tin: dng giao v nhn ca cc n t hng, theo di qu trnh dchchuyn ca hng ho v chng t gia ngi gi v ngi nhn

- Dng sn phm: con ng dch chuyn ca hng ho v dch v t nh cung cpti khch hng, m bo ng v s lng v cht lng

- Dng ti chnh: ch dng tin bc v chng t thanh ton gia cc khch hng vnh cung cp, th hin hiu qu kinh doanh.

Hnh 1.2: V tr ca dch v Logistics trong chui cung ng

Tng t nh trong th thao, y cc hot ng logistics c hiu nh l cc tr

chi trong u trng chui cung ng. Hy ly chui cung ng trong ngnh my tnh lmv d: l 1 chui gm c HP, Microsoft, Intel, UPS, FEDEX, Sun, Ingram-Micro,Compaq, CompUSA v nhiu cng ty khc. Khng c ai trong s c th hoc nnkim sot ton b chui cung ng ca ngnh cng nghip my tnh.

Xt theo quan im ny logistics c hiu l "Qu trnh ti u ho v v tr, vnchuyn v d tr cc ngun ti nguyn t im u tin ca dy chuyn cung ng chon tay ngi tiu dng cui cng, thng qua hng lot cc hot ng kinh t .

Trong chui cung ng, logistics bao trm c hai cp hoch nh v t chc. Cp

th nht i hi phi gii quyt vn ti u ho v trca cc ngun ti nguyn. Cp th hai lin quan n vic ti u ho cc dng vn ngtrong h thng. Trong thc t,h thng logistics cc quc gia v cc khu vc c nhiu im khc nhau nhng u cim chung l s kt hp kho lo, khoa hc v chuyn nghip chui cc hot ng nhmarketing, sn xut, ti chnh, vn ti, thu mua, d tr, phn phi t c mc tiu

phc v khch hng ti a vi chi ph ti thiu. Trong iu kin Vit Nam hin nay yl khi nim thch hp c th s dng.

Logistics ton cu l dng vn ng ca nguyn vt liu, thng tin v tin t giacc quc gia. N lin kt cc nh cung ng ca cc nh cung ng vi khch hng ca

khch hng trn ton th gii. Cc dng vn ng ca logistics ton cu tng mt cchng k trong sut nhng nm qua. l do qu trnh ton cu ho trong nn kinh t tri

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Sn xut Bn bun Khchhng

Dng thngtin

Dng snphm

Bn l

Dng tin t

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thc, vic m rng cc khi thng mi v vic mua bn qua mng. Logistics ton cuphc tp hn nhiu so vi logistics trong nc bi s a dng phc tp hn trong lutchi, i th cnh tranh, ngn ng, tin t, mi gi, vn ho, v nhng ro cn khc trongkinh doanh quc t.

Logistics th h sau, c rt nhiu l thuyt khc nhau v giai on tip theo

sau ca logistics. Nhiu nh kinh t cho rng: logistics hp tc(collaborative logistics)s l giai on tip theo ca lch s pht trin logistics. l dng logistics c xydng da trn 2 kha cnh -- khng ngng ti u ho thi gian thc hin vi vic lin ktgia tt c cc thnh phn tham gia trong chui cung ng. Mt s ngi khc li chorng: giai on tip theo l logistics thng mi in t(e- logistics) hay logistics itc th 4 (fourth-party logistics). l hnh thc m mi hot ng logistics s cthc hin bi nh cc cung ng logistics th 3, ngi ny s b kim sot bi mt ngch hay cn gi l nh cung ng th 4, c quyn nh l mt tng gim st.

Hin nay cc l thuyt v qun l v h thng thng tin vn khng ngng c citin nn trong tng lai logistics s vn gi mt vai tr quan trng trong s thnh cnghay tht bi ca hu ht cc cng ty v logistics s vn tip tc m rng quy m v nhhng ca mnh ti hot ng kinh doanh. Trong thc t, logistics ang l mt ngnh ctc tng trng ln trong c cu cc ngnh kinh t ca cc quc gia, c bit l ccquc gia ang pht trin. Nhng khuynh hng c bn tc ng n s gia tng mnh mca logistics hin nay bao gm:

- S gia tng quyn lc hp php ca ngi tiu dng. Khch hng ngy nay trnn thng minh v mnh m hn nh vo lng thng tin m h tip thu qua mng

internet v nhiu knh truyn thng khc nhau. Vic nh gi cc nh cung cp cm rng qua nhiu yu t trung gian nh catalog, mng internet, v phng tin khc.Khch hng c nhiu c hi so snh, la chn chnh xc v gi, cht lng, dch vgia nhiu nh cung cp khc nhau. H c xu hng la chn nhng nh cung cp cdch v hon ho hn, thc y cc doanh nghip phi ch n cht lng dch v cungng ca mnh.

- Khuynh hng nhn khu thay i. S gia tng cc gia nh i v c thn lmcho nhu cu thi gian tng ln. H mun cc nhu cu ca mnh phi c p ng nhanh

chng v thun tin hn theo k hoch nh sn. 24 gi trong ngy v 7 ngy trong tunh yu cu cc sn phm phi p ng vi thi gian nhanh nht. Nhn thc ca ngicao tui cng thay i, theo h ngi bn phi ch i ch khng phi l ngi mua.Khch hng ngy nay khng trung thnh nh trc v khng kin nhn chp nhn chtlng km mi lnh vc. Cc l do trn i hi cc nh cung cp phi gia tng ng kcc mc dch v cho khch hng. Nu cc nh bn l m ca 24 gi trong ngy png iu ny th cng i hi cc nh cung cp bn bun, cc nh sn xut c lin quan

phi hot ng vi cng sut phc v cao hn. Tc ng ny khi ng c chui cungng v hot ng logistics ca cc thnh vin tng trng theo.

- S thay i sc mnh trong chui cung cp. Trc y cc nh sn xut ng vaitr quyt nh trong knh phn phi, h thit k, sn xut, xc tin v phn phi cc sn

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phm v thng hiu ca mnh qua cc trung gian bn bun, bn l. Vo nhng nm1980-1990, trong mt s chui cung ng xut hin khuynh hng lin kt gia cc nh

bn l v hnh thnh cc t chc bn l khng l c sc mnh ln trong knh nh Wal-mark, Kmark, Home depotc nng lc tim tng trong phn phi. Chnh xu hngny lm thay i sc mnh trong knh, sc mnh lin kt kinh t ca cc nh bn l

trong knh phn phi thc y cc nh bn l ln s dng chin lc cnh tranh githp. iu ny ch c th t c da trn mt h thng cung ng vi cc hot nglogistics hiu qu c chi ph thp. y l nhn t thc y ngnh logistics tng trng v

pht trin p ng i hi ca cc doanh nghip bn l v cc thnh vin khc trongchui cung cp.

- S pht trin ca thng mi in t (E-commerce) ph v cc gii hn vkhng gian v thi gian trc y trong kinh doanh, thay th nhiu knh phn phitruyn thng (Traditional commerce), ng thi to ra nhng knh phn phi mi viyu cu cao v tc cung ng, chnh xc, kh nng p ng khch hng ti mi ni,mi lc lm thay i bn cht ca hot ng logistics. Logistics ngy nay thc str thnh mt yu t tin quyt cho vic to ra cc gi tr gia tng cho khch hng vdoanh nghip. Vic qun l tt cc yu t c bn ca logistics lun l l do chnh cho nntng v thnh cng vng chc ca cc cng ty trong thi i @.

1.1.2 Phn loi cc hot ng logistics

Th k 21, logistics pht trin m rng sang nhiu lnh vc v phm vikhc nhau. Di y l mt s cch phn loi thng gp:

a. Theo phm vi v mc quan trng:

- Logistics kinh doanh (Bussiness logistics) l mt phn ca qu trnh chui cungng, nhm hoch nh thc thi v kim sot mt cch hiu qu v hiu lc cc dng vnng v d tr sn phm, dch v v thng tin c lin quan t cc im khi u nim tiu dng nhm tho mn nhng yu cu ca khch hng

- Logistics qun i (Military Logistics) l vic thit k v phi hp cc phngdin h tr v cc thit b cho cc chin dch v trn nh ca lc lng qun i. m

bo s sn sng, chnh xc v hiu qu cho cc hot ng ny.

- Logistics s kin (Event logistics) l tp hp cc hot ng, cc phng tin vt

cht k thut v con ngi cn thit t chc, sp xp lch trnh, nhm trin khai ccngun lc cho mt s kin c din ra hiu qu v kt thc tt p

- Dch v logistics (Service logistics) bao gm cc hot ng thu nhn, lp chngtrnh, v qun tr cc iu kin c s vt cht/ ti sn, con ngi, v vt liu nhm h trv duy tr cho cc qu trnh dch v hoc cc hot ng kinh doanh doanh .

b. Theo v tr ca cc bn tham gia

- Logistics bn th nht (1PL- First Party Logistics): l hot ng logistics dongi ch s hu sn phm/ hng ho t mnh t chc v thc hin p ng nhu cu

ca bn thn doanh nghip.

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- Logistics bn th hai (2PL - Second Party Logistics): ch hot ng logistics dongi cung cp dch v logistics cho mt hot ng n l trong chui cung ng png nhu cu ca ch hng.

- Logistics bn th ba (3PL - Third Party Logistics): l ngi thay mt ch hngt chc thc hin v qun l cc dch v logistics cho tng b phn chc nng.

c. Theo qu trnh nghip v (logistical operations) chia thnh 3 nhm cbn

- Hot ng mua ( Procurement) l cc hot ng lin quan n n vic to racc sn phm v nguyn vt liu t cc nh cung cp bn ngoi. Mc tiu chung ca mual h tr cc nh sn xut hoc thng mi thc hin tt cc hot ng mua hng vi chi

ph thp

- Hot ng h tr sn xut ( Manufacturing support) tp trung vo hot ng

qun tr dng d tr mt cch hiu qu gia cc bc trong qu trnh sn xut. H tr snxut khng tr li cu hi phi l sn xut nh th no m l ci g, khi no v u snphm s c to ra

- Hot ng phn phi ra th trng (Market distribution) lin quan n vic cungcp cc dch v khch hng. Mc tiu c bn ca phn phi l h tr to ra doanh thuqua vic cung cp mc dch v khch hng mong i c tnh chin lc mc chi phthp nht.

d. Theo hng vn ng vt cht

- Logistic u vo ( Inbound logistics) Ton b cc hot ng h tr dng nguynliu u vo t ngun cung cp trc tip cho ti cc t chc.

- Logistic u ra ( Outbound logistics) Ton b cc hot ng h tr dng snphm u ra cho ti tay khch hng ti cc t chc

- Logistic ngc ( Logistics reverse) Bao gm cc dng sn phm, hng ha hhng, km cht lng, dng chu chuyn ngc ca bao b i ngc chiu trong knhlogistics.

e. Theo i tng hng ha

Cc hot ng logistics c th gn lin vi c trng vt cht ca cc loi snphm. Do cc sn phm c tnh cht, c im khc nhau i hi cc hot nglogistics khng ging nhau. iu ny cho php cc ngnh hng khc nhau c th xydng cc chng trnh, cc hot ng u t, hin i ha hot ng logistics theo ctrng ring ca loi sn phm ty vo mc chuyn mn ha, hnh thnh nn cc hotng logistics c th vi cc i tng hng ha khc nhau nh:

- Logistic hng tiu dng ngn ngy

- Logistic ngnh t

- Logistic ngnh ha cht

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- Logistic hng i t

- Logistic ngnh du kh

- v.v.

1.1.3 V tr v vai tr ca logistics

Ngnh logistics c v tr ngy cng quan trng trong cc nn kinh t hin i v cnh hng to ln n s pht trin kinh t ca cc quc gia v ton cu. Phn gi tr giatng do ngnh logistics to ra ngy cng ln v tc ng ca n th hin r di nhngkha cnh di y:

- Logistics l cng c lin kt cc hot ng kinh t trong mt quc gia vton cu qua vic cung cp nguyn liu, sn xut, lu thng phn phi, m rng thtrng. Trong cc nn kinh t hin i, s tng trng v s lng ca khch hng thc y s gia tng ca cc th trng hng ha v dch v trong nc v quc t. Hng

nghn sn phm v dch v mi c gii thiu, ang c bn ra v phn phi hngngy n cc ng ngch ca th gii trong thp k va qua. gii quyt cc thch thcdo th trng m rng v s tng nhanh ca hng ha v dch v, cc hng kinh doanh

phi m rng quy m v tnh phc tp, pht trin cc nh my lin hp thay th chonhng nh my n. H thng logistics hin i gip cc hng lm ch c ton bnng lc cung ng ca mnh qua vic lin kt cc hot ng cung cp, sn xut, luthng, phn phi kp thi chnh xc. Nh m p ng c nhng c hi kinh doanhtrong phm vi ton cu. Chnh v vy, s phn phi sn phm t cc ngun ban u ncc ni tiu th tr thnh mt b phn v cng quan trng trong GDP mi quc gia. Ti

M logistics ng gp xp x 9,9% trong GDP. Nm 1999 M chi khong 554 t USDcho vn ti hng ha ng thy, hn 332 t USD cho chi ph kho d tr v, hn 40 tUSD cho qun l truyn thng v qun l cc qu trnh logistics, tng cng l 921 tUSD. u t vo cc c s vn ti v phn phi, khng tnh cc ngun cng cng, clng hng trm t USD, cho thy logistics l mt ngnh kinh doanh tim nng v vcng quan trng.

- Ti u ha chu trnh lu chuyn ca sn xut, kinh doanh t khu u von khi sn phm n tay ngi tiu dng cui cng. Logisticsh tr s di chuyn v

dng chy ca nhiu hot ng qun l hiu qu, n to thun li trong vic bn hu htcc loi hng ha v dch v. hiu hn v hnh nh h thng ny, c th thy rng nuhng ha khng n ng thi im, khng n ng cc v tr v vi cc iu kin mkhch hng cn th khch hng khng th mua chng, v vic khng bn c hng has lm mi hot ng kinh t trong chui cung cp b v hiu.

- Tit kim v gim chi phi ph trong lu thng phn phi. Vi t cch l cct chc kinh doanh cung cp cc dch v logistics chuyn nghip, cc doanh nghiplogistics mang li y cc li ch ca cc third party cho cc ngnh sn xut v kinhdoanh khc. T m mang li hiu qu cao khng ch cht lng dch v cung cp

m cn tit kim ti a v thi gian v tin bc cho cc qu trnh lu thng phn phitrong nn kinh t.

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- M rng th trng trong bun bn quc t, gp phn gim chi ph, honthin v tiu chun ha chng t trong kinh doanh c bit trong bun bn v vnti quc t. Trong thi i ton cu ha, thng mi quc t l s la chn tt yu chomi quc gia trong tin trnh pht trin t nc. Cc giao dch quc t ch thc hinc v mang li hiu qu cho quc gia khi da trn mt h thng logistics r tin v

cht lng cao. H thng ny gip cho mi dng hng ha c lu chuyn thun li,sun s t quc gia ny n quc gia khc nh vic cung ng kp thi, phn phi chnhxc, chng t tiu chun, thng tin r rng

L mt b phn trong GDP, logistics nh hng ng k n t l lm pht, t l lixut, nng sut, chi ph, cht lng v hiu qu, cng nh cc kha cnh khc ca nnkinh t. Mt nghin cu ch ra rng bnh qun mt t chc ca M c th m rng nngsut logistics 20% hoc hn trong 1 nm. Mt cch ch ra vai tr ca logistics l sosnh ph tn ca n vi cc hot ng x hi khc. Ti M chi ph kinh doanh logsticsln gp 10 ln qung co, gp i so vi chi ph bo v quc gia v ngang bng vi chi

ph chm sc sc khe con ngi hng nm.

Xt tm vi m, trc y cc cng ty thng coi logistics nh mt b phn hpthnh cc chc nng marketing v sn xut. Marketing coi logistics l vic phn phi vtl hng ha. C s cho quan nim ny l hot ng d tr thnh phm hoc cung cp ccyu t u vo do logistics m nhim cng l nhim v ca bin s phn phi (Place)trong marketing - mix v c gi l phn phi vn ng vt l. Hiu n gin l khnng a 1 sn phm n ng thi im, ng s lng, ng khch hng. Phn phivt l v thc hin n t hng c th coi l s thay i ch cht trong vic bn sn

phm, do cng l c s quan trng trong thc hin bn hng. Sn xut coi logistics lvic la chn a im xy dng nh my, chn ngun cung ng tt v phn phi hngha thun tinBi l cc hot ng ny nh hng v lin quan cht ch n thi gianiu hnh sn xut, k hach sn xut, kh nng cung cp nguyn vt liu, tnh thi vca sn xut, chi ph sn xut, thm ch ngay c vn bao b ng gi sn phm trongsn xut cng nghip hin i.

Do chc nng logistics khng c phn nh rch ri nn c nhng nh hngtiu cc n cht lng dch v khch hng v tng chi ph logistics bi s sao nhng vthiu trch nhim vi hot ng ny. Quan im kinh doanh hin i ngy nay coilogistics l mt chc nng c lp, ng thi c mi quan h tng h vi hai chc nngc bn ca doanh nghip l sn xut v marketing, phn giao din gia chng c nhnghot ng chung (Hnh 1.3)

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Sn xutSn xut

chtlng

lchsn xut thitb

LogisticLogisticss

vnchuynd trx l hkho bi

MarketMarketinging

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phmgi cphnphigiaotip

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aim sx


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Hnh 1.3: Quan h gia chc nng logistics vi chc nng sn xut

Hn th na, trong giai on hin nay, ti cc quc gia pht trin, qun tr logisticscn c ghi nhn nh mt thnh t quan trng trong vic to ra li nhun v li thcnh tranh cho cc t chc. Vai tr ca n th hin rt r nt ti cc doanh nghip vnhnh theo c ch th trng.

- Logistics nng cao hiu qu qun l, gim thiu chi ph sn trong qu trnhsn xut, tng cng sc cnh tranh cho doanh nghip. Quan im marketing chorng, kinh doanh tn ti da trn s tha mn nhu cu khch hng v cho thy 3 thnh

phn ch yu ca khi nim ny l s phi hp cc n lc marketing, tha mn khchhng v li nhun cng ty. Logistics ng vai tr quan trng vi cc thnh phn ny theocch thc khc nhau. N gip phi hp cc bin s marketing mix, gia tng s hi lngca khch hng, trc tip lm gim chi ph, gin tip lm tng li nhun trong di hn.

- Logistics to ra gi tr gia tng v thi gian v a im: Mi sn phm csn xut ra lun mang mt hnh thi hu dng v gi tr (form utility and value) nht

nh vi con ngi. Tuy nhin c khch hng tiu th, hu ht cc sn phm nycn c nhiu hn th. N cn c a n ng v tr, ng thi gian v c kh nngtrao i vi khch hng. Cc gi tr ny cng thm vo sn phm v vt xa phn gi trto ra trong sn xut c gi l li ch a im, li ch thi gian v li ch s hu(place, time and possession utility).Li ch a im l gi tr cng thm vo sn phmqua vic to cho n kh nng trao i hoc tiu th ng v tr.Li ch thi gian l ga trc sng to ra bng vic to ra kh nng sn phm ti ng thi im m khchhng c nhu cu, nhng li ch ny l kt qu ca hot ng logistics. Nh vy Logisticsgp phn to ra tnh hu ch v thi gian v a im cho sn phm, nh m sn phm

c th n ng v tr cn thit vo thi im thch hp. Trong xu hng ton cu ha,khi m th trng tiu th v ngun cung ng ngy cng tr nn xa cch v mt a l thcc li ch v thi gian v a im do logistics mang tr nn c bit cn thit cho victiu dng sn phm

- Logistics cho php doanh nghip di chuyn hng ha v dch v hiu qun khch hng: Logistics khng ch gp phn ti u ha v v tr m cn ti u ha ccdng hng ha v dch v ti doanh nghip nh vo vic phn b mng li cc c skinh doanh v iu kin phc v ph hp vi yu cu vn ng hng ha. Hn th na,cc m hnh qun tr v phng n ti u trong d tr, vn chuyn, mua hngv hthng thng tin hin i s to iu kin a hng ha n ni khch hng yu cu

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nhanh nht vi chi ph thp, cho php doanh nghip thc hin hiu qu cc hot ng camnh

- Logistics c vai tr h tr nh qun l ra quyt nh chnh xc trong hotng sn xut kinh doanh, l mt ngun li tim tng cho doanh nghip: Mt hthng logistics hiu qu v kinh t cng tng t nh mt ti sn v hnh cho cng ty.

Nu mt cng ty c th cung cp sn phm cho khch hng ca mnh mt cch nhanhchng vi chi ph thp th c th thu c li th v th phn so vi i th cnh tranh.iu ny c th gip cho vic bn hng mc chi ph thp hn nh vo h thnglogistics hiu qu hoc cung cp dch v khch hng vi trnh cao hn do d to ra uytn. Mc d khng t chc no ch ra phn vn qu ny trong bng cn i ti sn nhngcn phi tha nhn rng y l phn ti sn v hnh ging nh bn quyn, pht minh,sng ch, thng hiu

1.2 Ni dung c bn ca qun tr Logistics

1.2.1 Khi nim v m hnh qun tr logistics .

Trong phm vi mt doanh nghip, qun tr logistics c hiu l mt bphn ca qu trnh chui cung ng, bao gm vic hoch nh, thc hin v kim sotc hiu lc, hiu qu cc dng vn ng v d tr hng ha, dch v cng cc thngtin c lin quan t im khi u n cc im tiu th theo n t hng nhmtho mn yu cu ca khch hng. Quan im ny c khi qut ho trong hnh 1.4.

Hnh 1.4: Cc thnh phn v hot ng c bn ca h thng Logistics

Hnh ny cho thy logistics khng phi l mt hot ng n l m l mt chuicc hot ng lin tc, c quan h mt thit v tc ng qua li ln nhau, bao trm mi

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Cc hot ng LogisticsCc hot ng Logistics

Vtliu

Bnthnh

phm

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cp

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Nghip v muaNghip v mua

hnghng

Nghip v khoNghip v kho

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Qun l thng tinQun l thng tin

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Cung ng hng hoCung ng hng ho

Qun tr d trQun tr d tr

Qun tr vnQun tr vnchuynchuyn

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yu t to nn sn phm t cc nhp lng u vo cho n giai on tiu th sn phmcui cng. Cc ngun ti nguyn u vo khng ch bao gm vn, vt t, nhn lc mcn bao hm c dch v, thng tin, b quyt v cng ngh. Cc hot ng ny cng c

phi kt trong mt chin lc kinh doanh tng th ca doanh nghip t tm hoch nhn thc thi, t chc v trin khai ng b t mua, d tr, tn kho, bo qun, vn chuyn

n thng tin, bao b, ng giV chnh nh vo s kt hp ny m cc hot ng kinhdoanh c h tr mt cch ti u, nhp nhng v hiu qu, to ra c s tho mnkhch hng mc cao nht hay mang li cho h nhng gi tr gia tng ln hn so vii th cnh tranh.

1.2.2 Mc tiu v quan im ca qun tr logistics kinh doanh

Mt cch khi qut, mc tiu ca qun tr logistics l cung ng dch v cho khchhng t hiu qu cao.

C th hn, theo E.Grosvenor Plowman, mc tiu ca h thng logistics l cung

cp cho cho khch hng 7 li ch - (7 rights): ng khch hng, ng sn phm, ngs lng, ng iu kin, ng a im, ng thi gian, ng chi ph*.Cc mc tiuny i hi doanh nghip phi thc hin tt hai yu cu c bn sau:

a. Cung ng mc dch v khch hng c tnh chin lc:

L mc dch v tha mn nhu cu dch v cho ca cc nhm khch hng mc tiuv c u th so vi i th cnh tranh ca doanh nghip. Mc dch v ny c lngha qua 3 tiu chun

- Tnh sn c ca hng ha/dch v

- Kh nng cung ng dch v- tin cy dch v

a1. S sn c ca hng ha ti cc a im bn v ni cung cp l mt cchthc nh gi kh nng p ng nhng mong i ca khch hng trong qu trnh vnhnh cc hot ng logistics. Tnh sn c c nh gi theo 3 ch tiu sau:

T l phn trm hng ha c mt ti kho mt thi im . T l hng ha trongkho cho bit s n v hng ha d tr d tnh trong kho (Stock keeping units SKU) timt thi im sn sng cung cp cho khch hng. Nu mt cng ty t mc tiu d tr

100 sn phm trong kho v kim tra ti thi im bt u ngy hot ng c 95 sn phmsn sng giao cho khch hng th t l sn sng hng ha trong kho l 95%. Tuy nhin snh gi s cha chnh xc nu kho tn tr nhiu loi hng v chng c bn vi nhucu khc bit nhau. Do ch tiu tip theo c s dng l t l hon thnh n hng

T l hon thnh n hngo lng s lng hng ha tha mn nhu cu cakhch hng theo t l % v c cu mt hng t. Th d: nu khch hng t 100thng hng A v nhn c 87 thng hng A th t l ny l 87%. o lng t l honthnh n t hng cn da trn c s n t hng ban u ca khch hng trc khi c

*The right product in the right quatity, in the right condition, is delivered to the right customer at theright place, at the right time, at the right cost.

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bt c s thay th, hu b hay sa i no khc trong n t hng. Khi c rt nhiucng ty tin hnh m phn nhng thay i trong n t hng cho thch hp hoc m

phn v nhng thay i vi khch hng nhm gim lng d tr trong kho, th vic nhgi t l hon thnh n t hng c tn da trn kh nng ca cng ty trong vic png n t hng ban u ca khch hng.

T l phn trm nhng n t hng c thc hin y v giao chokhchl ch tiu nh gi chnh xc nht v lng hng sn c phc v khch hng.Theo , cc n hng hon thnh y dng nh gi mc thng xuynhoc s ln m mt hng cung ng 100% cc mt hng m khch hng t. S l-ng n t hng hon thnh loi ny l mt cch nh gi chun v s hon ho ca

bt c hot ng phn phi vt cht no.

Vic kt hp 3 ch tiu trn y a ra cch nh gi v vic qun l hng trongkho ca mt cng ty nh th no cho tt p ng nhng mong i ca khch hng.

Cc ch tiu trn cn gip cng ty quyt nh mc hot ng phn phi cn duy trtheo thi gian. Gia vic u t vo hng ha trong kho vi s sn c ca sn phm cmi quan h trc tip vi nhau. Theo nguyn tc chung gia tng tnh sn sng cahng ho th i hi cn phi u t nhiu hn vo d tr hng ha trong kho.

a2. Kh nng cung ng dch v: Kh nng cung ng dch v lin quan ti mc ,tnh chc chn v s linh hot trong vic hon thnh cc n t hng ca mt cng ty.

Ni cch khc l kh nng cung ng dch v th hin ch yu qua mc thc hin nhng ca cng ty. Cc hot ng to nn mt vng quay n t hng in hnh bao gm:

-

Tip nhn v x l n t hng ca khch- Chp nhn thanh ton

- Chun b sn sng hng ho

- Vn chuyn

- Lm vn n v giao hng

Cc ch tiu: tc , s ph hp v tnh linh hot ca cc hot ng phc v khchhng ny c lin quan trc tip dn ton b c cu vng quay n t hng cng l ccch tiu th hin kh nng cung ng dch v

Tc cung ng dch v l tng thi gian m khch hng ch i cng ty ni hmua hng tin hnh vic thc hin n t hng v giao hng cho khch hng. Trong mts trng hp giao hng cho khch phi m bo tc cung ng nhanh chng tc thi.Cc trng hp khc thc hin 5 bc p ng trn li yu cu phi c thi gian.Khong thi gian ny c th l mt vi gi, nu ngi bn v tr tng i gn v mta l so vi khch hng, hoc c th ti hng tun (trong cc tnh hung bun bn aquc gia). D nhin phn ln khch hng u mun nhn c cng nhanh cng tt, vvy tc cung ng nhanh gp phn lm tng s tha mn khch hng. Tuy nhin victng tc cung ng dch v thng i hi chi ph ln do doanh nghip cn tm ra

cc cu trc knh phn phi vt cht c tc cung ng v chi ph ph hp. V d viclu tr mt s lng dng c y t c gi tr ln ti kho trung tm cng vi vic giao hng

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bng ng hng khng c th l ph hp vi yu cu ca khch hng v c th t tnkm hn vic duy tr mt khi lng hng ho phn tn trn th trng. Cn ch rng,ch tiu tc cung ng l nhn thc ca khch hng v tng thi gian hot ng cnthit nhn hng, chnh l c s thch hp duy nht nh gi tc cung ngnhanh hay chm do cn nghin cu c th nm c yu cu ca mi khch hng.

S chnh xc ca vng quay n t hng, cn gi l n nh thi gian giaohng. Ch tiu s chnh xc ca vng quay n hng thng nh gi khong thi gianca mt vng quay n t hng vt qu khong thi gian cho php hoc mong i.Khi nh gi kh nng cung ng dch v khch hng, i khi ch tiu c coi l quantrng hn ch tiu thi gian cung ng, bi l trong iu kin cung ng hin i, cc

phng thc cung ng i hi s tn tr l nh nht trong iu kin c th nn thi giancn chnh xc p ng tt cc yu cu kinh doanh nhng gim thiu c chi ph dtr.

Cc doanh nghip thng da vo nh cung cp gim s lng hng trong khong thi li lun cn duy tr mt lng hng ln sn c cho khch hng nn s chnhxc ca thi giao hng l rt quan trng. Trn thc t khong thi gian cn thit cho btc hot ng no trong 5 hot ng ca chu k t hng c th ln hn hoc nh hn sovi thi gian mong i nn s ph hp ca ton b vng quay s l tng thi gian cnthit tin hnh tt c cc hot ng ring l. V d c th b p s chm tr trong vicla chn v chun b n t bng vic thu phng tin vn chuyn tc cao c thgiao hng ng thi hn.

Tnh linh hot cp ti kh nng ca mt cng ty trong vic iu phi cc

ngun lc p ng cc yu cu v dch v c bit ca khch hng. Trong cc hotng phn phi s linh hot c th gip khc phc s tht bi trong cung ng dch vhoc c th l cch thc hay c dng tha mn tt hn nhng i hi c bit no ca khch hng. V d khi xut mt mt hng quan trng nhm phc v cho mtkhch hng quan trng, cng ty c th nng ng s dng phng tin vn chuyn c tc cao. Vi kh nng hot ng linh hot nh vy nhng tht bi trong cung ng dch vc th c hn ch.

Ngoi ra, da trn yu cu ca khch hng, nh phn phi c th quyt nh s

dng cc phng n d kin khc nhau trong vic cung ng dch v theo yu cu khchhng. V d phng n thng thng ca cng ty trong phc v khch c th l vnchuyn trc tip mt khi lng hng cht y phng tin t ni sn xut ti kho cakhch hng. Nhng i khi khch hng yu cu giao hng trc tip ti kho ngi sdng, cng ty c th phi chuyn ch nhiu loi sn phm hn hp t kho hng. V thcng ty cung ng phi t ra k hoch v kh nng phn phi hng mt cch linh hotnhm p ng yu cu c bit ca khch hng. iu ny cho php tha mn khch hngmt cch cao hn, v mc linh hot p ng cc yu cu ca khch hng chnh l mtch tiu quan trong nh gi kh nng cung ng dch v.

Cn kt hp 3 tiu chun trn o lng chnh xc kh nng cung ng dch vdo cc hot ng logistics to ra. Tc cung ng l quan trng nhng s ph hp theo

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thi gian cn quan trng hn. Nhm pht huy ti a hiu qu ca cc hot ng logistics,hu ht cc t chc u da vo kh nng linh hot b sung cho cc hot ng thngthng. Cng cn d kin cc phng n phn phi linh hot hoc c kh nng thay thln nhau nhm b p cho tnh hung bt ng hoc nhm p ng cc nhu cu c bitca khch hng.

a3. tin cy dch v: tin cy dch v hay cht lng phc v cp ti khnng ca mt cng ty thc hin hon ho cc hot ng p ng n t hng theo nhnthc ca khch hng.

Ton b qu trnh phc v khch hng u cp ti vic tha mn yu cu cakhch hng, do cht lng phc v c xem xt trc ht vi 2 ch tiu: s sn cca hng ho v kh nng cung ng dch v bi v y l 2 ch tiu quan trng p ngc s mong i ca khch hng. Ngoi ra cc ch tiu v s an ton cho hng ha nhvn chuyn hng khng gy thit hi, cc vn n chnh xc hoc hon ho, thc hin tr

hng an ton, cung cp thng tin nhanh chng v chnh xc, thi phc v thin chhoc kh nng nhanh chng gii quyt cc vn ny sinh cng c s dng nhgi cht lng phc vNhng ch tiu ny tt nhin l rt kh c th nh gi hocnh lng.

Cc qu trnh logistics h tr cho cc hot ng kinh doanh lun nhm p ngs mong i thng xuyn ca khch hng v vic cung ng hng ho vi dch v ccht lng cao nht trong mi n hng hin ti cng nh tng lai. Nhng cng ty trihn hn v cht lng phc v u c t nht 3 c im:

Th nht, h s dng cc c cu c th gip khch hng tip nhn mt cchchnh xc v kp thi cc thng tin v n t hng v cc yu cu khc c lin quan ndch v.

Th hai, cc hng cam kt cung ng dch v vi cht lng cao cn tin hnhcc cch thc p ng cc yu cu v i hi c bit ca khch hng m khng phitr hon ch chp nhn ca cp trn hoc sa sai. Do vic trao quyn cho cc cp -a ra quyt nh kp thi trn c s nhng nh gi ng n ca h s to iu kin rtln t c mc tiu phc v vi cht lng cao.

Th ba, ngi qun l, iu hnh cc hot ng dch v cung ng cho khch

hng khi phi ng u vi cc tnh hung bt ng hoc cc kh khn nguy him th-ng bc l ci gi l kh nng to ra s phc v ng kinh ngc. l kh nng a ragii php thch ng hay cp ti mt ngh thut qun l d bo trc c nguy c xyra b trong cung ng dch v v gii quyt vn nhanh nht to s trung thnhvi khch hng vi cng ty.

b. Chi ph logistics v quan im qun tr logisticsMt nhim v quan trng khc ca qun tr logistics l gim chi ph trong khi vn

m bo cht lng dch v khch hng. Theo kt qu iu tra th cc ngnh kinh doanhkhc nhau c mc chi ph logistics khc nhau. Trong nhiu ngnh, chi ph logisics c thvt qu 25% chi ph sn xut. Do nu qun tr logisics tt c th tit kim c mtkhon chi ph ng k, gp phn tng li nhun ca cng ty. Bn cnh , qun trwww.ebookvcu.com 15


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logisics tt cn gp phn tng tc chu chuyn v rt ngn thi gian thu hi vn. Tngchi ph logisics c hnh thnh t chi ph ca cc hot ng cu thnh, bao gm 6 loichi ph ch yu:

-Chi ph dch v khch hng: Chi ph dch v khch hng bao gm cc chi ph hon tt nhng yu cu ca n t hng (chi ph phn loi, kim tra, bao b ng gi,

dn nhn); chi ph cung cp dch v, hng ha; chi ph gii quyt tnh hunghng b tr li chi ph dch v khch hng lin quan mt thit vi cc khon chi ph vnti, chi ph d tr v chi ph cho cng ngh thng tin.

-Chi ph vn ti: Chi ph vn ti l mt trong nhng khon ln nht trong chi phlogisics. Chi ph vn ti chu s nh hng ca nhiu yu t nh: loi hng ho, quy ml hng, tuyn ng vn ti Chi ph vn ti ca mt n v hng ho (cc ph) t lnghch vi khi lng vn ti v vi qung ng vn chuyn.

-Chi ph kho bi: Chi ph qun l kho nhm m bo cho cc nghip v kho c

din ra sun s, trong mt s trng hp bao gm c chi ph thit k mng li kho chiph kho st, chn a im v xy dng kho hng. Tuy nhin s lng kho hng c nhhng n dch v khch hng v doanh thu ca cng ty nn cn phn tch, tnh ton klng cn bng gia chi ph qun l kho, chi ph d tr, chi ph vn ti vi khondoanh thu c th b tng hoc gim tng ng khi quyt nh s lng kho cn c trongh thng logisics.

-Chi ph x l n hng v h thng thng tin: h tr dch v khch hng vkim sot chi ph mt cch hiu qu cn b ra mt khon chi ph khng nh trao ithng tin vi khch hng v cc b phn c lin quan nhm gii quyt n t hng, thitlp cc knh phn phi, d bo nhu cu th trng. Chi ph ny cng lin quan n chi

ph qun l kho, d tr, sn xut

- Chi ph thu mua ( c l hng theo yu cu) Khon chi ph ny dng cho thugom, chun b hng cung cp cho khch. Bao gm nhiu khon chi ph nh: xy dng cs gom hng; tm nh cung cp ; Mua v tip nhn nguyn vt liu

- Chi ph d tr: Hot ng logisics to ra chi ph d tr. Chi ph ny tng gimtu theo s lng hng ho d tr nhiu hay t. C 4 loi chi ph d tr: (1)Chi ph vnhay chi ph c hi, khon chi ph ny cng ty c th thu hi li c. (2)Chi ph dch v

d tr, gm c bo him v thu nh trn lng d tr. (3)Chi ph mt bng kho bi, chiph ny thay i theo mc d tr.(4)Chi ph phng nga ri ro, khi hng ho b lithi, mt cp h hng

Gia cc loi chi ph logistics c mi quan h tng h, tc ng qua li v nhhng ln nhau, chi ph n rng buc hu c vi chi ph kia th hin qua hnh1.5.

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Hnh 1.5: Mi quan h gia cc loi chi ph logistics

V bn cht, Logistics l mt chui kt hp nhiu hot ng kinh t nhm ti -u ho v tr v qu trnh lu chuyn, d tr hng ho t im u cho n imcui ngi s dng, nn nu gim chi ph tu tin tng hot ng ring l, chachc t c kt qu mong mun. Gia cc hot ng logistics c lin quan mtthit vi nhau, dn n gim chi ph khu ny c th lm tng chi ph khu khc vcui cng tng chi ph khng gim m cn c th tng, i ngc li mc ch ca qun trlogistics. Do vy, cha kho t c yu cu gim chi ph trong qun tr logisics l

phn tch tng chi ph. iu ny c ngha l nh qun tr logisics phi tm cch gim tngchi ph xung mc thp nht trong iu kin cho php trong khi c th la chn rt nhiucc mc dch v khch hng vi cc cu trc dch v khc nhau. lm c iu nytrc cn nm vng cc k nng phn tch cn i chi ph gia cc hot ng logisics.

Xut pht t gc ny, cc nh qun tr logistics hnh thnh nn quan im quntr logistics tch hp (intergreted logistics management). Quan im tip cn h thnghay qun tr logistics tch hp l mt nguyn l c bn trong qun tr logistics hin i.Quan im ny cho rng, tt c cc chc nng v cc hot ng cn c nhn thcdi cng nhng iu kin nh hng v b nh hng, cc thnh phn v cc hotng ca n lun tng tc ln nhau. Hiu theo cch ny th bn thn logistics l mt h

thng, mt mng li cc hot ng c lin h vi mc tiu qun tr cc dng hngha lin tc vo cc t chc trong chui logistics. Tip cn h thng l s bin ha scmnh n gin nht nhn thc cc mi quan h tng h gia cc thnh phn trongmt h thng. Nu nhn cc hot ng mt cch c lp, chng ta s khng nhn thcc ton cnh, u l yu t tc ng v b tc ng bi nhng hnh ng khc. Theocch tip cn ny th tng s hay kt qu u ra ca mt chui lin kt cc hot ng thln hn cc thnh phn ring r ca n.

Quan im qun tr logistics tch hp cp n vic qun l nhiu hot ng nhmt h thng hp nht c p dng trong nhiu cng ty kinh doanh hin i nh 3M,Quacker Oats, Herman Miller, h nhn ra rng tng chi ph logistics c th gim bngcch phi hp mt lot cc hot ng logistics c lin quan nh dch v khch hng, vn

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CF Dch v KHCF Dch v KH

CF X l h &CF X l h &ttinttin

CF Kho biCF Kho bi

CF D trCF D tr

CF Mua hngCF Mua hng

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chuyn, nh kho, d tr, qu trnh t hng, h thng thng tin k hoch sn xut v muasm. Nu khng c s phi hp c th dn n s thiu hiu qu, nh lm tng d tr ticc giao din kinh doanh ch yu nh: nh cung ng- hot ng mua hng, mua hng sn xut, sn xut-marketing, marketing phn phi, phn phi - trung gian, trung gian -khch hng.

Thc t cc hot ng logistics ti cc cng ty ny cho thy, trong qun tr cc dngd tr, vic hp nht vn ti v nh kho rt hu dng v thng to ra hiu qu gp hailn. Th d thay cho vic phng mua hng tha thun vi cc nh vn chuyn sn phmu ra v cc nh vn chuyn nguyn liu u vo th ch cn thng lng vi mt nhvn chuyn v vic chuyn ch c hai. Kt qu l ton b ga hng ha vn chuyn sgim xung v s lng chuyn ch tng ln. iu ny cn cho php cc k hachchuyn ch ca cng ty v nh vn chuyn c hiu qu v hiu lc cao hn. Quan imny chi phi cc phng php v cch thc ti u ha tng chi ph logistics.

Tng chi ph logistics c tnh mt cch n gin qua cng thc:Flog= F1+F2+F3+F4+....+FnTrong : Flog l Tng chi ph logistics, cc Fi l cc chi ph cu thnh

Tuy nhin vic gim chi ph theo quan im nu trn li khng n gin l gimcc b cc chi ph cu thnh t c mc tiu mong mun m cn xem xt tt c ccchi ph ny trong mi tng quan nh i (Trade-off), hay s thay th ln nhau tm ra

phng n c chi ph tha ng. Chnh v vy cc nh qun tr logistics coi s hp nhtcc hot ng logistics tp trung ch yu vo k thut phn tch v tnh ton chi phthay th gia cc hot ng hp thnh chn ra cc phng n phi hp ti u.

1.2.3 Cc ni dung c bn ca qun tr logisticsa. Dch v khch hng:

Trong hot ng logistics, dch v khch hng c hiu l ton b kt qu ura, l thc o cht lng ca ton b h thng. Do mun pht trin logistics phi cs quan tm thch ng n dch v khch hng.Theo quan im ny, dch v khch hngl qu trnh din ra gia ngi mua v ngi bn v bn th ba l nh thu ph. Kt quca qu trnh ny to ra gi tr gia tng cho sn phm hay dch v c trao i, c o

bng hiu s gi tr u ra v gi tr u vo ca mt lot cc hot ng kinh t c quan

h tng h vi nhau v th hin qua s hi lng ca khch hng. L thc o cht lngton b h thng logistics ca doanh nghip, dch v khch hng c nh hng rt lnn th phn, n tng chi ph b ra v cui cng n li nhun ca doanh nghip. Tutheo tng lnh vc v sn phm kinh doanh m gi tr cng thm vo sn phm v dchv do hu cn mang li khng ging nhau (Hnh 1.6). D liu cho thy s chnh lchng k v gi tr gia tng do logistics to ra mt s mt hng v lnh vc kinh doanhkhc nhau.

b. H thng thng tin :

qun tr logistics thnh cng, i hi doanh nghip phi qun l c h thngthng tin phc tp. Bao gm thng tin trong ni b tng t chc (doanh nghip, nh cungcp, khch hng), thng tin trong tng b phn chc nng ca doanh nghip, thng tinwww.ebookvcu.com 18


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Gi tr gia tng (%)10 20 30 40 50

Du laSn phm thy tinhCh binKinh doanh bn l

GiyKhai thc gCng nghip tVt liu xy dngDc phmC khCao suDtDaThuc

Hnh 1.6: T l gi tr gia tng t hot ng logisticsca mt s ngnh kinh doanh khc nhau

c. H thng thng tin :

gia cc khu trong dy chuyn cung ng (kho tng, bn bi, vn ti) v s phi hpthng tin gia cc t chc, b phn v cng on trn. Trong trng tm l thng tinx l n t hng ca khch, hot ng ny c coi l trung tm thn kinh ca hthng logistics. Trong iu kin hin nay, nhng thnh tu ca cng ngh thng tin vis tr gip ca my vi tnh s gip cho vic qun tr thng tin nhanh chng, chnh xc,kp thi. Nh doanh nghip c th a ra nhng quyt nh ng n vo thi im

nhy cm nht. iu ny gip cho logistics thc s tr thnh mt cng c cnh tranh lihi ca doanh nghip.

d. Qun tr D tr:

D tr l s tch lu sn phm, hng ho ti cc doanh nghip trong qu trnh vnng t im u n im cui ca mi dy chuyn cung ng, to iu kin cho qutrnh ti sn xut din ra lin tc, nhp nhng, thng sut. D tr trong nn kinh t cncn thit do yu cu cn bng cung cu i vi cc mt hng theo thi v, phngcc ri ro, tho mn nhng nhu cu bt thng ca th trng, d tr tt s em li hiuqu kinh t cho doanh nghip. Mc d rt cn thit nhng d tr rt tn km v chi ph,

ti cng ty Cambell Soup d tr chim n 30% ti sn, v chim n hn 50% ti snca tp on Kmart. V vy vic qun l d tr tt s gip doanh nghip cn i gia vnu t vi nhng c hi u t khc.

e. Qun tr vn ti:

L vic s dng cc phng tin chuyn ch khc phc khong cch v khnggian ca sn phm v dch v trong h thng logistics theo yu cu ca khch hng. Nusn phm c a n ng v tr m khch hng yu cu tc l gi tr ca n ctng thm. Mt khc vic s dng phng thc v cch thc t chc vn chuyn cn gip

cho sn phm c n ng vo thi im khch hng cn hay khng? iu ny cng to

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thm gi tr gia tng cho sn phm. Nh vy bng cch qun tr vn chuyn tt s gpphn a sn phm n ng ni v ng lc ph hp vi nhu cu ca khch hng.

f. Qun tr kho hng:

Bao gm vic thit k mng li kho tng ( S lng, v tr v quy m). Tnh tonv trang b cc thit b nh kho; T chc cc nghip v kho. Qun l h thng thng tingiy t chng t; T chc qun l lao ng trong khoGip cho sn phm c duy trmt cch ti u nhng v tr cn thit xc nh trong h thng logistics nh m cchot ng c din ra mt cch bnh thng.

g. Qun tr vt t v mua hng ho:

Nu dch v khch hng l u ra ca h thng logistics th vt t, hng ho l uvo ca qu trnh ny. Mc d khng trc tip tc ng vo khch hng nhng qun trhng ho v vt t c vai tr to tin quyt nh i v cht lng ton b h thng.Hot ng ny bao gm: Xc nh nhu cu vt t, hng ho; tm kim v la chn nh

cung cp; Tin hnh mua sm; T chc vn chuyn, tip nhn v lu kho, bo qun vcung cp cho ngi s dng

Nhng ni dung c bn trn cho thy, logistics gii quyt vn ti u ho c ura ln u vo ti cc doanh nghip sn xut kinh doanh. Logistics c th gip thay icc ngun ti nguyn u vo hoc ti u ho qu trnh chu chuyn nguyn vt liu, hngho, dch v nh to ra kh nng gim chi ph, tng sc cnh tranh cho doanh nghip

1.3 i tng v ni dung nghin cu mn hc1.3.1 i tng v phng php nghin cu

i tng nghin cu: Mn hc qun tr logistics kinh doanh l mn khoa hc kinht chuyn ngnh nghin cu cc hot ng logistics c bn vi t cch l mt chc nngqun tr c lp ti cc doanh nghip trong c ch th trng. Mn hc trang b cc kinthc cn thit nht xy dng cc mc tiu, lp k hoch, trin khai v kim sot cchot ng logistics mt cch h thng ti cc doanh nghip, ng thi gip cho cc nhqun tr ti cc doanh nghip c th ng dng linh hot cc hot ng ny trong iu kinmi trng kinh doanh nhiu thay i v bin ng hin nay. Mn hc cng gii quytcc ni dung hot ng logistics trong s lin kt vi cc chc nng quan trng ca

doanh nghip nh marketing, sn xut v ti chnh. Nh m gp phn hon thin hthng kin thc qun tr kinh doanh ti cc doanh nghip Vit Nam trong iu kin hinnay.

Kin thc c bn ca mn hc c p dng cho hu ht mi loi hnh kinh doanh,c bit thch hp vi cc doanh nghip sn xut v thng mi hng ha, nhng t chcc chc nng kinh doanh gn lin vi s vn ng ca cc dng sn phm vt cht(material flows). L thuyt ny cng c ng dng mt cch linh hot cho cc t chcdch v c bit nh khch sn, nh hng, bu chnh vin thngNgoi ra cc t chcchuyn cung cp dch v logistics ( Third party logistics 3PLs, Four party logistics

4PLs) cng c th tham kho l thuyt ny nhm phi hp cung ng cc hot ngdch v mt cch ti u nht trong qu trnh kinh doanh ca mnh.

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Phng php nghin cu mn hc: Qun tr Logistics l mt ngnh khoa hc kinht hin i, i hi ngi hc cn vn dng tng hp nhiu phng php trong qu trnhhc tp v nghin cu. Trc ht l nm bt i tng nghin cu, cc quy lut, bn chtca hin tng kinh doanh theo quan im duy vt bin chng, c cn c khoa hc vthc tin, khng ch quan, v on, duy ch. Khng my mc, cng nhc p dng cc

m hnh v l lun i trc m cn cn c vo trnh , mc pht trin, yu cu vkh nng thc t Vit Nam ci tin v vn dng cc m hnh, l thuyt, cc phng

php mt cch hiu qu v hp l.

Hin nay lnh vc logistics mt s quc gia nh M, Canada, Thy s, Singapore,Nht bnrt pht trin, v cc l thuyt cng nh m hnh qun l logistics cng cnhiu khc bit nn vic nghin cu l thuyt, tip thu kinh nghim ca cc quc gia itrc l ht sc cn thit. Tuy nhin vic ng dng linh hot v trin khai sng to nhmt hiu qu trong thc t i nh qun tr phi c ci nhn bin chng v lch s. Va

phi c tm nhn chin lc khi qut, di hn, va phi quan tm ti ngun lc thc tti doanh nghip, cng cn ch n nhng tc nghip chi tit, c th, v bit cch phihp cht ch logistics vi cc chc nng khc trong doanh nghip. Ngi hc cn c khnng vn dng cc phng php d on, thng k, phn tch, m hnh ha, cc cng cthu thp v x l thng tin, s liu hin i h tr cho vic gii quyt cc vn logistics trong thc t .

Cng cn nhn thc rng, logistics l mt ngnh khoa hc c tc pht trin rtnhanh trong nhng giai on c nhiu tin b khoa hc, cng ngh v k thut vt bcca nhn loi hin nay, vic p dng cc thnh tu ny vo ngnh hc l tt yu, dn n

nhng thay i lin tc v quan im qun tr, cc m hnh qun l, cc phng php kthut.trong ngnh logistics. Kh nng nhn thc cc bin i ca mi trng, vn dnglinh cc phng php t duy, to ra ci nhn sc bn v linh hot chnh l cha kha nm bt v lm ch mn khoa hc ny.

1.3.2 Ni dung mn hc qun tr logistics kinh doanh

Vi quan im tip cn hot ng logistics nh mt chc nng c lp trong hthng cc chc nng kinh doanh c bn ca doanh nghip, ng thi cung cp cc kinthc thit thc cho vn dng vo thc tin hin nay Vit Nam, mn hc ch trng vocc ni dung tc nghip m khng i su vo cc quyt nh tm chin lc. Cc vn c bn ca qun tr logistics kinh doanh c chia thnh 6 chng tun th tin trnhqun tr c bn ca cc doanh nghip.

Chng1 Tng quan v qun tr logistics trnh by khi qut s pht trin,chc nng, mc tiu, m hnh qun tr logistics v cc hot ng c bn ca qun trlogistics ti cc doanh nghip.

Chng 2. Dch v khch hng

Chng 3 Qun tr d tr

Chng 4 Qun tr vn chuyn

Chng 5 Qun tr cc hot ng logistics h tr

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L cc chng trng tm vo hot ng k hoch ha cc nghip v logisticschnh yu v b tr ti cc doanh nghip sn xut kinh doanh nhm ti u ha cc ngunlc logistics qua cc quyt nh la chn, sp xp, s dng cc phng n thay th timnng.

Chng 6 T chc v kim sot logistics ti doanh nghip. Cung cp cc m

hnh c bn v t chc, cc ch tiu v phng php kim tra, nh gi h thng logisticnhm hon thin, ci tin v i mi lin tc qu trnh qun tr logistics ti doanh nghip.

Vi s pht trin nhanh chng ca hot ng logistics ti Vit Nam giai on hinnay, cc kin thc v qun tr logistics s c thng xuyn nghin cu, b xung v cpnht thch nghi vi yu cu ca giai on mi.

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

Tm tt chng 1

Trong giai on hin nay, logistics ang tr thnh mt hot ng c tnh sng cn

cho cc doanh nghip trong xu th ton cu haChng 1 gii thiu khi qut v s i v pht trin ca logistics trong kinhdoanh hin i. Nhn mnh vo vai tr v tm quan trng ca logistics ti cc quc gia v mt doanh nghip, ng thi ch ra c im ca logistics trong mt s lnh vc c thqua ni dung phn loi. Vic phn loi cn cho thy v tr, tm quan trng v mc nhhng ca hot ng logistics trong nhiu lnh vc khc nhau.

Ni dung chnh ca chng 1 tp trung lm r khi nim, m hnh qun trlogistics t cch tip cn m ca doanh nghip vi mi trng v chui cung ng, xcnh cc mc tiu c bn ca qun tr logistics v cung cp mt ci nhn tng qut v cchot ng qun tr logistics c bn v h tr ti doanh nghip nh dch v khch hng, dtr, vn chuyn, mua hng,. Ni dung ca cc hot ng ny cho thy v tr v vai trca chng trong vic p ng cc mc tiu ca qun tr logistics. Mi quan h gia cchot ng ny qua cc tng quan chi ph cho thy cn phi qun tr cc hot nglogistics theo quan im h thng to ra kh nng tch hp li ch ca tng n lc vmang li hiu qu ln nht cho doanh nghip. Ni mt cch khc l qun tr logistics hini khng dng li vic nu ln li th cnh tranh t phn gi tr ga tr gia tng do nto ra m cn ch ra cch thc cc doanh nghip ti u ha cht lng dch v khchhng qua cc phng n phi hp logistics hiu qu.

L mt mn hc mi c tnh bt buc trong h thng chng trnh o to ca

trng i hc Thng mi, chng 1 cng ch gii thiu ton b ni dung cc chnghc v cung cp phng php nghin cu nhm gip ngi c nhanh chng tip cn vhiu bit cc vn mt cch khoa hc.

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CHNG 2. DCH V KHCH HNG

2.1 Khi nim, vai tr, v cc nhn t cu thnh dch v khch hng

Nhu cu ca khch hng l ngun gc cho tt c cc hot ng logistics. Nhngnhu cu ny tp trung vo cc n t hng. Vic p ng y nhng n t hngca khch l tin cn thit cho mi hot ng trong gii hn ngun lc logistics. Hotng p ng khch hng (CR- customer response) bao gm: Dch v khch hng v ccchu k t hng l ni dung u tin trong chui cc hot ng logistics. K hoch png khch hng l s tho thun gia t chc thc hin logistics vi nhng khch hng

bn trong v bn ngoi v kh nng cung cp dch v. Do mc tiu ca hot nglogistics l tho mn nhng yu cu khch hng i hi mc chi ph thp nht c thnn nhng tiu chun p ng khch hng (Customer Service Standards) cn phi cxc nh trc khi cc hot ng logistics khc c xy dng v thc hin. Xc nh

cc mc tiu v chnh sch dch v khch hng l bc u tin trong vic thit lp hthng logistics. Ch khi chng ta hon tt c bc ny, chng ta mi ra c cc quytnh v phng tin vn chuyn, kho hng, d tr, cng nh cc chin dch phn phi.R rng l chnh sch dch v khch hng xc nh nhng gii hn trong vn ti uha hot ng logistics, nu khng c mt chin lc p ng khch hng ph hp thcc qu trnh khc ca hot ng logistics s tr nn v dng.

2.1.1 Khi nim dch v khch hng

Nh qun tr logistics cn c mt s phn bit r rng gia khch hng v nhng

ngi tiu dng cc dch v v sn phm ca cng ty.Ngi tiu dng (consummer) lngi tham gia cui cng trong chui hot ng ca ngnh logistics, h s dng hngha v dch v cho mc ch tiu dng ln cui sn phm. Khch hng (customer) lngi trc tip mua sn phm t cc cng ty, do c th khng phi l ngi tiu dngcui cng trong chui hot ng ca ngnh. Doanh nghip logistics c th khng cn bitai l ngi tiu dng cui cng, nhng cn phi lun gi mi quan h tt vi khch hngmua sn phm ca mnh bi h chnh l ngi trc tip s dng dch v logistics mdoanh nghip cung cp. Nh vy, i vi mt nh sn xut th khch hng c th l nhsn xut khc; l mt i l bn bun, mt nh phn phi, mt i l bn l hoc mt

cng ty bn hng qua mng, thm ch l ngi tiu dng cui cng. Mt nh bn bunhoc mt nh phn phi c khch hng l nh sn xut, ngi tp hp hng ha t nh

bn bun, nh phn phi khc, i l bn l, hoc cng ty t hng qua mng. i vi il bn l hoc cng ty bn hng qua mng, khch hng hu ht lun l ngi tiu dngcui cng.

Quan im khi qut cho rng dch v khch hng l tt c nhng g m doanhnghip cung cp cho khch hng - ngi trc tip mua hng ho v dch v cacng ty. Tuy nhin trong thc t c nhiu cch tip cn khi nim ny.

- Theo cc nh qun tr marketing, sn phm bao gm tt c cc yu t hu hnhv v hnh m doanh nghip cung cp cho khch hng, thng chia lm 3 mc (1) li

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ch ct li, (2) sn phm hin hu; (3) li ch gia tng. Dch v khch hng c xem llp th 3 ny.

- Theo cc nh qun tr dch v, khi nim dch v v dch v khch hng l honton khc nhau. Dch v ni n cc li ch tha mn nhu cu chc nng ca khch hngnhng chng v hnh, ni mt cch khc, chng l cc sn phm chnh yu ca qu trnh

nhng chng v hnh. Dch v khch hng l cc dch v km theo hon thnh qutrnh giao dch marketing. Nh vy d sn phm l hu hnh hay v hnh u c dch vkhch hng km theo.

- Theo quan im ngnh logistics, th dch v khch hng lin quan ti cc hotng lm gia tng gi tr trong chui cung ng. ng gc ny, dch v khch hngl 1 qu trnh din ra gia ngi bn, ngi mua v ngi cung ng dch v logistics(nu ngi bn khng nng lc t cung cp dch v ti khch hng). Kt thc qutrnh ny th sn phm hng ho hoc dch v c tng thm mt gi tr no , gi tr

ny trong trao i ngn hn khng mang nhiu ngha lm nhng trong di hn c th lnhn t to cc mi quan h lu di. Cc gi tr ny cng c th c chia s gia cc bntham gia.

Cc quan im trn cho thy dch v khch hng c cc c im chung sau:

- Dch v khch hng l dch v i km vi cc sn phm chnh yu nhm cungcp s tha mn ti a cho khch hng khi i mua hng. Nhu cu v dch v khch hngl nhu cu pht sinh khi khch hng i mua sm, y chnh l nhng li ch m khchhng c th hng khi i mua hng.

- Dch v khch hng mang tnh v hnh v to ra phn gi tr cng thm hu chcho sn phm. Dch v khch hng khng th tn tr nn khng tch ri khi s phn

phi dch v do thi gian v a im phn phi dch v l rt quan trng. u ra cadch v khch hng rt a dng v khng n nh do tnh a dng ca ngi cung cp vngi c phc v nn thng gp kh khn trong vic nh gi v kim sot cht l-ng.

- Dch v khch hng c s lin h cao vi khch hng nn i hi cc k nngphc v cao, nhng cc kinh nghim quan st c t dch v khch hng v tip thutrc tip t khch hng s lm pht sinh tng v dch v mi v nhng iu kin thun

li ci tin dch v ang tn ti.- Do nhu cu ca ngi tiu dng v dch v khch hng hng ngy cng cao nn

loi dch v ny ngy cng c tiu th nhiu hn sn phm, v vy cng c nhiu chi thnh cng hn sn phm. Mt khc cc i th cnh tranh c th nhanh chng saochp cc dch v mi v ci tin tng mi v dch v. Kt qu l s xut hin cc dchv mi v gii thiu cc dch v ci tin cn nhanh hn vic gii thiu cc sn phm mi.Chnh v vy dch v khch hng ngy cng c vai tr quan trng trong cnh tranh

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T cc gc tip cn trn c th khi qut nh ngha, dch v khch hng l qutrnh sng to & cung cp nhng li ch gia tng trong chui cung ng nhm ti a hotng gi tr ti khch hng*.

Trong phm vi mt doanh nghip, dch v khch hng cp n mt chui cchot ng c bit nhm p ng nhu cu mua sm ca khch hng thng bt u

bng hot ng t hng v kt thc bng vic giao hng cho khch. Trong mt strng hp c th tip tc vi cc dch v vn ti, bo dng v cc k thut h tr khc.

Dch v khch hng c coi l mt trong nhng cch thc nh cng ty c ckh nng phn bit sn phm, duy tr s trung thnh ca khch hng, tng doanh thu vli nhun. Dch v khch hng thng xuyn nh hng ti mi lnh vc ca mt doanhnghip qua vic cung ng s tr gip hoc phc v khch hng nhm t c s hilng cao nht.

2.1.2 Cc nhn t cu thnh dch v khch hng

Dch v khch hng c cu thnh t mt s yu t c bn, cc nhn t ny nhhng n chi ph ca c ngi mua v ngi bn. y cng l cc cn c xc nhtiu chun o lng dch v khch hng

a. Thi gian:

Nhn t gc khch hng, thi gian l yu t quan trng cung cp li ch mongi khi khch hng i mua hng, thng c o bng tng lng thi gian t thi imkhch hng k n t hng ti lc hng c giao hay khong thi gian b xung hngha trong d tr. Khong thi gian ny nh hng n li ch kinh doanh ca khch hng

l t chc v li ch tiu dng ca khch hng l cc c nhn. Tuy nhin ng gc ngi bn khong thi gian ny li c th hin qua chu k t hng v khng phi lcno cng thng nht vi quan nim ca ngi mua.

b. tin cy:

Ni ln kh nng thc hin dch v ph hp v ng thi hn ngay ln u tin. Vimt s khch hng, hoc trong nhiu trng hp tin cy c th quan trng hn khongthi gian thc hin n hng t. tin cy thng c th hin qua mt s kha cnh.

-Dao ng thi gian giao hng: trc tip nh hng ti mc hng d tr trong khov chi ph thiu hng. Khch hng c th ti thiu ha lng hng d tr trong kho nukhong thi gian t hng c nh. Ngha l, nu bit chc chn 100% khong thi giancung ng l 10 ngy, c th iu chnh mc hng tn kho cho ph hp vi nhu cu (victiu th sn phm) trung bnh trong khong thi gian 10 ngy v s khng phi d tr anton chng li s ht hng do s dao ng thi gian giao hng.

-Phn phi an ton . Phn phi an ton mt n hng l mc tiu cui cng ca btc h thng logistics no. Nh cp trn, hot ng logistics l im kt thc cachc nng bn hng. Khch hng khng th s dng hng ho nh mong mun nu hngha b h hng, mt mt. Phn phi hng khng an ton c th lm pht sinh chi ph bi

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thng hoc chi ph hon tr li hng h hng cho ngi bn sa cha. Mt khc, nlm gim s hi lng ca khch hng khi gp nhng sn phm khng mong mun do

phi tn thi gian khiu ni v ch sa cha nhng sai st ny.

-Sa cha n hng: tin cy cn bao gm c kha cnh thc hin cc n hngchnh xc. Khch hng c th pht hin nhng sai st trong nhng chuyn hng m h

nhn c, iu ny buc h phi t li n hng hoc phi chn mua li t cc nhcung cp khc, iu gy ra nhng tn tht v doanh s hoc mt i nhng c hi kinhdoanh tim nng.

c. Thng tin:

L nhn t lin quan n cc hot ng giao tip, truyn tin cho khch hng v hngha, dch v, qu trnh cung cp dch v mt cch chnh xc, nhanh chng, d hiu. Mtkhc, lin quan n thu thp cc khiu ni, xut, yu cu t pha khch hng giip, iu chnh v cung cp cc cho hng ph hp.

d. S thch nghi:Thch nghi l cch ni khc v tnh linh hot ca dch v logistics trc nhng yu

cu a dng v bt thng ca khch hng. Do doanh nghip s lm khch hng hilng hn khi c mc linh hot cao. S thch nghi i hi phi nhn ra v p ngnhng yu cu khc nhau ca khch hng bng ngun lc hu hn ca doanh nghip nnkhng d dng to ra mc linh hot cao cho mi khch hng.

2.1.3 Vai tr v tm quan trng ca dch v khch hng

Ty vo mc pht trin v tm nh hng khc nhau ti doanh nghip, dch v

khch hng th hin nhng vai tr khc nhaua. Dch v khch hng nh mt hot ng

Mc t quan trng nht ca hu ht cc cng ty l xem xt dch v khch hngn gin l mt hot ng. Cp ny coi dch v khch hng nh mt nhim v c

bit m doanh nghip phi hon thnh tho mn nhu cu khch hng. Gii quyt nhng, lp ho n, gi tr hng, yu cu bc d l nhng v d in hnh ca mc dch vny. Khi cc hot ng dch v khch hng trong b phn logistics dng li mc hon thin cc giao dch. Phng dch v khch hng ( Call centrer) l c cu chc nngchnh i din cho mc dch v ny, nhim v c bn l gii quyt cc vn phn nnv cc khiu ni ca khch hng

b. Dch v khch hng nh l thc o kt qu thc hin

Mc dch v ny nhn mnh vic o lng kt qu thc hin nh l t l % cavic giao hng ng hn v y ; s lng n hng c gii quyt trong gii hnthi gian cho php. Vic xc nh cc thc o kt qu thc hin m bo rng nhng cgng trong dch v ca cng ty t c s hi lng khch hng thc s. Tp trung vothc o kt qu thc hin dch v khch hng l rt quan trng v n cung cp phng

php lng ha s thnh cng trong vic thc hin tt cc chc nng ca h thng

logistics ti doanh nghip. Cc phng php ny cung cp nhng tiu chun lm

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thc o cho s ci tin v c bit quan trng khi mt cng ty ang c gng thc hinchng trnh ci tin lin tc.

c. Dch v khch hng nh l mt trit l.

Dch v khch hng nh l mt trit l co php m rng vai tr ca dch v khchhng trong mt cng ty. Mc ny nng dch v khch hng ln thnh tho thun camkt ca cng ty nhm cung cp s tho mn cho khch hng thng qua cc dch v khchhng cao hn. Quan nim ny ny coi s cng hin dch v khch hng bao trm ton bcng ty v hot ng ca cng ty. Quan im ny rt ph hp vi vic coi trng qun trs lng v cht lng hin nay ca cng ty. Tuy nhin, n ch thnh cng khi coi phngi tr tng thm nh mc tiu ca trit l dch v khch hng.

Do c v tr tip xc trc tip vi khch hng, dch v khch hng c tc ng ngk ti thi , hnh vi v thi quen mua hng ca khch v do tc ng ti doanh thu

bn hng.

-nh hng n thi quen mua hng ( s trung thnh) ca khch hng: Dch vkhch hng ng vai tr quan trng trong vic to ra cc khch hng quen thuc v duytr lng trung thnh ca h. Tip xc trc tip vi khch hng, dch v khch hng l hotng ch yu tc ng ln tm l khch hng qua thi phc v, tnh chuyn nghip,nng lc p ng v s tha mn nhu cu cao. iu ny trc tip to ra s hi lng, hnhthnh nhng mi quan h cht ch lu bn v tnh cm v duy tr thi quen mua hng lpli gia khch hng vi nh cung cp. Nu ta bit rng 65% doanh thu ca doanh nghipn t khch hng hin ti th ta hiu c mc v cng quan trng trong vic duy trcc khch hng hin ti. Theo quan st, th chi ph tm kim cc khch hng mi ln gp

6 ln so vi chi ph duy tr cc khch hng quen thuc. Nh vy, xt theo quan im tichnh, th u t vo cung cp cc dch v khch hng duy tr cc khch hng hin tis hiu qu hn u t cho hot ng xc tin hoc hot ng pht trin khch hngkhc.

-nh hng n doanh s bn: Doanh thu bn hng chu nh hng bi kh nngcung cp cc mc dch v khch hng. Nhng dch v khch hng ch lm tng s hilng ca khch hng ch khng phi l nhn t duy nht to ra doanh thu, do doanhthu khng phi l ch tiu duy nht o lng chnh xc cht lng v kt qu ca dch

v khch hng, c bit l phn dch v khch hng do logistics to ra. Tuy nhin, cckho st cho thy khch hng c thi chp nhn khc nhau vi cc mc dch v khchhng tt v trung bnh ca nh cung cp. R nt hn, h quan st c rng khi gp phicc dch v km cht lng khch hng thng c nhng hnh ng trng pht i vinh cung cp. Cc hnh ng ny nh hng n chi ph v li nhun ca nh cung cp.Mt kt lun cho thy, s khc nhau v dch v khch hng c th lm thay i t 5-6%doanh thu ca nh cung cp. Trong th trng cng nghip, gim 5% trnh dch v slm mt i 24% cc thng v vi cc khch hng hin ti. Cc nghin cu ch ra miquan h tng qut gia trnh dch v khch hng v doanh thu ti cc doanh nghip

(Hnh 2. 1).

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Hnh 2.1: Mi quan h gia dch v khch hng vi doanh thu

S cho thy s thay i ca doanh thu khi mc dch v tng dn so vi vi ith cnh tranh c dng ng cong ch S v chia lm 3 giai on in hnh: Vngngng, vng li sut gim dn v vng doanh thu suy gim. Bin thin ny cho thy,vic gia tng cng mt mc dch v cc giai on khc nhau s to ra nhng mc tng

doanh thu khc nhau. giai on u, khi khng c dch v khch hng hoc mc dchv qu thp th doanh thu rt thp hoc bng khng. Khi dch v c tng ln tngng vi yu cu cnh tranh th doanh thu c th tng mt cht, y l mc ngng cch ca dch v.

Khi t mc ngng ny nu doanh nghip tip tc tng mc dch v ln so vii th cnh tranh s to ra u th khc bit cho php kch thch doanh thu tng mnh doginh thm c t i th cnh tranh. Tuy nhin khi mc dch v tip tc tng, doanhthu vn tng nhng t l nh dn. Vng tnh t im ngng dch v n im m doanhthu gim xung c coi l vng c t sut li nhun gim dn. y l khu vc m hu

ht cc doanh nghip vn hnh h thng logistics.L gii iu ny l do lc u khi mc dch v tng ln khch hng s hi lng

hn v v vy a thch mua hng ha nhiu hn. Dch v tip tc tng khch hng sthng xuyn mua hng ha ca cc nh cung cp c mc dch v tt nht. Sau nudch v vn tip tc tng th doanh thu li gim dn do li ch cn bin khch hng chng ti mc dch v cao khng bng li nhun cn bin khi khch hng hng ti mcdch v thp hn. Ngoi ra khch hng c th mua hng t nhiu ngun v tc ng cadch v i vi chi ph ca khch hng c xu hng gim dn khi mc dich v tng ln.

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Vng chuyn giao Vng chuyn giao

Tiu chun dch v 100%

Vng ngng

Vng d/thu cnbin gim dn

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Cc doanh nghip cn nghin cu tm ra cc ngng gii hn vi dch v cth ca doanh nghip mnh t xy dng chnh sch dch v khch hng nhm ti uha s tha mn khch hng v nng cao hiu qu chi ph logistics .

2.2 Phn loi v xc nh cc ch tiu dch v khch hng

2.2.1 Phn loi dch v khch hngDch v khch hng i km vi cc sn phm chnh yu nn cng gn lin vi nhu

cu ca cc nhm khch hng mc tiu ca cc sn phm ny. Vic xc nh cc nhu cuv dch v khch hng ca cc nhm khch hng mc tiu gip cho doanh nghip thit kv cung cp cc cu trc v mc dch v ph hp vi nhu cu khch hng.

Cu trc dch v hay chui dch v bao gm mt lot cc dch v khch hng cnthit m doanh nghip la chn v cung ng cho mi nhm khch hng trong mt giaion nht nh. Ty thuc vo mc tiu qun l v cung cp dch v c th s dng mt

s cch phn loi dch v khch hng sau:a. Theo cc giai on trong qu trnh giao dch

Dch v khch hng chia thnh 3 nhm: Trc, trong v sau khi bn hng.

- Trc khi bn : Gm cc dch v v thng tin, gii thiu, qung co cho hng,chun b hng ha, bao b, ng gi hng ha theo yu cu ca khch hng, nhn thng trc, k kt cc hp ng mua bn hng ha, trin lm trng by, cc hot ngny thng to ra mi trng thun li cho giao dch c thc hin tt.

- Trong khi bn: Gm cc hot ng tc ng trc tip tc ng ti qu trnhtrao i sn phm vi khch hng, nh tnh ton mc d tr, dch v gii thiu, t vn,hng dn khch hng la chn hng ha, thanh ton tin hng, ng gi hng ha, lachn phng tin vn chuyn, bc xp, vn chuyn, giao nhn.

- Sau khi bn: cn gi l cc dch v hu mi bao gm cc loi dch v h trsn phm sau khi khch hng mua sn phm nh lp t hng ha ti ni khch hngyu cu, hng dn s dng thit b, vn hnh my mc, gp v cc gii php kinh t k thut trong s dng vt t hng ha, sa cha, bo dng, bn v thay th ph tng;Cc dch v gia cng, thay th, mua li hng c, i hng mi, t chc ti ch v ch binhng ha; hi ngh khch hng; bo hnh; sa chnh.

Cch phn loi ny thng thch hp vi cc doanh nghip thng mi, ni mqu trnh mua bn l hot ng chnh yu ca loi hnh ny.

b. Theo mc quan trng ca dch v khch hng

- Dch v khch hng chnh yu l nhm nhng dch v m doanh nghip cungcp thng xuyn cho khch hng, thng l nhng dch v m doanh nghip c u thv ngun lc v mang li nhiu li nhun cho doanh nghip.

- Dch v ph l nhm nhng dch v khng c doanh nghip cung cpthng xuyn, hn ch v ngun lc, c s dng tng tnh linh hot hn l nhm

vo li nhun trc mt.

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Kiu phn loi ny hay s dng ti cc doanh nghip sn xut nhm thch nghicc ngun lc hu hn tp trung cho qu trnh sn xut.

c. Theo c trng tnh cht

- Dch v k thut (hon thin sn phm) l loi dch v i hi ngi thc hinphi c kin thc chuyn mn v tnh cht vt l, ha hc ca hng ha, hiu bit vcng dng, cch thc s dng, vn hnh cc sn phm bn cho khch hng. Bao gm:Dch v chun b hng ha, phn loi, chn lc, ghp ng b, ng gi v gi hng;dch v sa cha, tu chnh, hiu chnh, hon thin my mc thit b; dch v lp t,hng dn s dng v vn hnh ti n v s dng; Dch v thay th, phc hi ga tr sdng; Dch v kim tra k thut, xc nh cht lng k thut v c vn k thut. htr cc dch v ny cn n cc yu t c s h tng k thut nh mt bng nh xng,my mc thit b chuyn dng, nguyn vt liu v ph tng ph hp vi c im tnhcht ca tng dch v.

- Dch v t chc kinh doanh nh: dch v k gi hng ha, y thc mua bnhng ha, nhn bo qun thu hng ha, cho thu kho hng, quy hng, ca hng, cctrang thit b chuyn dng cha s dng ht cng sut, mi gii giao nhn, vn chuyn;

bc d thu.

- Dch v bc xp, vn chuyn v gi hng. Lin quan n vic vn chuyn hngha n ni khch hng yu cu. thc hin cc dch v ny doanh nghip c th tchc cc n v sn xut bao b, cc x nghip vn chuyn, ng gi hng ha ph hpvi cc loi phng tin vn chuyn, t chc cc dch v giao nhn, bc xp hng ha t

phng tin vn chuyn xung v cht xp hng ha ln phng tin, gi hng n ng

a ch cho khch hng Ngoi ra c th phn loi dch v theo ch th thc hin dch v (th nht, th hai,

th ba) hoc theo a im thc hin dch v (Ti doanh nghip dch v hoc ti nikhch hng yu cu).Vic phn loi dch v theo cc tiu thc khc nhau cho php doanhnghip c th nhn thc c mc quan trng v v tr ca dch v trong vic thamn nhu cu khch hng, t m c chnh sch la chn, u t v phi hp cung ngdch v khch hng ph hp.

2.2.2 Cc ch tiu v phng php xc nh tiu chun dch v khch hng

a. Cc ch tiu o lng dch v khch hng:Da vo mi quan h gia mc dch v khch hng v doanh thu c th nhn thy

mc dch v khch hng cng cao th hi lng ca khch hng cng ln. o lngmc tha mn ca khch hng do dch v to ra, cc doanh nghip thng s dngkhi nim tiu chun dch v khch hng.

a1. Mc tiu chun dch v khch hng (Customer Service Standards) cho bitkh nng doanh nghip c th p ng c cc yu cu v dch v khch hng ngng gii hn no hay mang li bao nhiu % s hi lng cho khch. y l ch tiu

tng qut o lng s tha mn nhu cu ca khch hng. Tiu chun dch v khch hnghay mc cht lng dch v khch hng tng hp c o lng qua mc (T l %)

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hi lng ca khch hng. Mc cht lng dch v ny s c lng ha qua cc ch tiuc th ty theo chui cc dch v khch hng m doanh nghip cung cp cho cc nhmkhch hng mc tiu. Di y l mt s nhng ch tiu ph bin

a2. Tn s thiu hng (Stockout Frequency). Cho bit s ln thiu bn hng hatrong mt n v thi gian

a3. T l y hng ha ( Fill Rate): Th hin qua t l phn trm hng hathiu bn trong mt n v thi gian hoc mt n hng

a4. T l hon thnh cc n hng (Orders shipped complete): Cho bit s nhng ha thnh trn tng s n hng k kt trong mt n v thi gian, thng l mtnm hoc mt qu.

a5. Tc cung ng (Speed): Khang thi gian thc hin mt n t hng tnh tkhi khch hng trao n t hng n khi khch hng nhn n hng. (Lead time)

a6. n nh thi gian t hng( Consistency): Dao ng thi gian ca khongthi gian t hng bnh qun.

a7. Tnh linh hot ( Flexibility): Cho bit kh nng thch nghi vi cc nhu cu dchv khch hng c bit v s thay i ca khch hng

a8. Kh nng sa cha cc sai lch ( Malfuntion Recovery): Mc tip thu vsa chnh nhng sai st tc nghip vi khch hng mt cch nhanh chng v hiu qu.

a9. tin cy dch v ( Reliability): S tin tng, uy tn ca dch v khch hngv doanh nghip i vi khch hng

Ngoi ra cc ch tiu v tnh thun tin ca t hng, s an ton cho hng ha nhvn chuyn hng khng gy thit hi, cc vn n chnh xc / hon ho, thc hin trhng an ton, cung cp thng tin nhanh chng v chnh xc, thi phc v thin ch

hoc kh nng nhanh chng gii quyt cc vn ny sinh cng c s dng nhgi cht lng phc vTuy nhin cc ch tiu ny rt kh c th nh gi hoc nhlng.

b. Phng php xc nh tiu chun dch v khch hng.

Trong thc t, doanh nghip c th s dng mt s phng php ph bin xcnh mc tiu chun dch v khch hng di y

b1. Phng php phn tch mi quan h chi ph / doanh thu

( Xc nh mc dch v ti u)

Phng php ny xut pht t quan im cho rng vic gim thiu chi ph logisticsl khng th thc hin c trong iu kin gia tng cht lng dch v cnh tranh nntm kim mc dch v mang li li nhun ti a mi l mc dch v hp l. Mc dch vny xc inh da vo phn tch mi quan h bin thin gia trnh dch v khch hngvi doanh thu v chi ph nn cn gi l phng php chi ph /doanh thu (Xem hnh 2.2).

D nhn thy rng trnh dch v khch hng l kt qu ca vic thit lp ccmc hot ng logistics khc nhau vi cc mc chi ph tng ng. V c bn c th nhnthy mc dch v khch hng v tng chi ph logistics c quan h t l thun. Khi nng

trnh dch v ln cc mc cao hn i hi phi tng cng chi ph logistics. Tuy nhincc nghin cu thng k cho thy cc mi quan h ny khng tuyn tnh, m bin i

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theo quy lut hm s m, th ng chi ph c biu din trn trc ta cho thyrng ti cc mc cht lng dch v xp x 100% chi ph logistics l v cng ln. Do cc c hi ngy cng tr nn kh vi ti v nm bt.

Mi quan h gia cc mc dch v v doanh thu cng c biu din trn thqua ng cong ch S, cho thy cc mc dch v tng dn khng phi lun to ra nhng

Hnh 2.2: Mi quan h gia dch v khch hng vi doanh thu v chi ph

mc doanh thu ln hn. Khi mc dch v t gn ti 100% doanh thu hu nh khngtng, thm ch trong mt s trng hp c th suy gim.

Khi bit doanh thu v chi ph logistics tng ng ti cc mc dch v, chng tac th xc nh c mc ti u bng cch xc nh mc dch v ti cho php doanhnghip t c li nhun ti a. Bng cch gii th, c th tm c im dch v tiu ny ti im D* .

Mt khc mc dch v khch hng D* cng c xc nh qua bi ton cc tr cdng:

F(x)= R(x) C(x) MaxTrong F(x) l hm li nhun; R(x) l hm doanh thu; C(x) l hm chi ph vi

bin s x l mc dch v khch hng. Gii bi ton cc tr trn, gi tr tm c ca xtng ng vi gi tr ln nht ca hm li nhun s xc nh mc tiu chun dch v cntm. C th nhn thy mc tiu chun dch v khch hng ti u trong trng hp nykhng phi l mc cht lng cao nht nhng l mc ng gp c nhiu li nhunnht cho doanh nghip da trn s cn i gia doanh thu v chi ph.

b2. Phng php phn tch cc phng n chi ph thay th

Khng phi lc no doanh nghip cng c th xc nh c mi quan h giadoanh thu v mc tiu chun dch v logistics. Mt khc cc nh qun tr cng nhn thyrng, tng ng vi mt mc tiu chun dch v logistics c th c nhiu mc chi ph

khc nhau do kh nng phi hp v trnh qun l cc hot ng logistics khc nhau.Do , trong trng hp th ny c th chn trnh dch v khch hng nh

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Cht l ng dch v 100%

DT

$

LN

Flog

ng gpli nhun

D*

Doanh thuChi ph

Li nhun


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trc, sau thit k h thng logistics p ng mc dch v ny vi chi ph ti thiu.H thng ny cng cho php doanh nghip t c li nhun kh quan. thit k hthng ti u trong trng hp ny c th s dng phn tch mang tnh kinh nghim. Phntch bao gm thay i cc nhn t to nn dch v c c cc h thng dch v c chi

ph ti thiu. Nu lp li kiu phn tch ny mt s ln, c th thu c mt s phng n

phi hp c chi ph tng ng vi cc trnh dch v khc nhau. V d minh ha vcch phn tch ny c trnh by bng 2.1

Phng php ny khng ch ra cc phng n ca h thng logistics vmc dch v khch hng tng ng nh hng ra sao n doanh thu, nhng c th xcnh c mc chi ph tng thm ca mi mc dch v. Th d minh ha cho thy, cithin trnh dch v khch hng t 85% ln 90%, chi ph logistics s tng t 7 triu $ln 9 triu $ mi nm. Phn dch v tng thm 5% i hi phi tng thm 2 triu USD chi

ph. Do vy nu nng mc dch v t 85% ln 90% th doanh thu phi tng thm v phntng ln t nht phi b p phn chi ph logistics tng thm. Vic chn mc dchv cui cng thuc quyt nh ca nh qun tr, c tham chiu vi trnh dch v cai th cnh tranh, kin ngi bn hng, kinh nghim, tuy nhin thng tin v chi phng vi cc mc dch v khch hng khc nhau s h tr c lc cho quyt nh ny.Theo cch ny, khng th m bo rng, trnh dch v c s cn i tt nht giadoanh thu v chi ph.

Bng 2.1: Cc phng n chi ph v mc dch v logistics hng khc nhau

No Cc phng n thay th

Chi ph logistics

hng nm

Trnh dch v

khch hng1

Chuyn n hng bng th, vn chuynng thu, mc d tr thp

5.000.000 $ 80%

2Chuyn n hng bng th, vn chuynng st, mc d tr thp

7.000.000 $ 85%

3Chuyn n hng bng th, vn chuyn t,mc d tr thp

9.000.000 $ 90%

4Chuyn n hng bng th, vn chuynng st, mc d tr cao

12.000.000 $ 93%

5Chuyn n hng bng th, vn chuyn t,mc d tr cao

15.000.000 $ 95%

5Chuyn n hng bng in thoi, vnchuyn t, mc d tr cao

16.000.000 $ 96%

b3. Phng php u tin (phn tch ABC)

C s l lun ca phng php da trn hin tng c mt s sn phm hoc mts khch hng s mang li nhiu li nhun cho nh sn xut hn cc sn phm hockhch hng khc. Phng php ny cho thy s cn thit phi duy tr tt mi quan h vitp khch hng sn phm bo b vi mc dch v tng ng c th ti u hahiu qu kinh doanh. y, phn tch ABC c dng nh mt cng c phn loi

cc hot ng hoc sn phm theo mc quan trng ca chng. Bng 2.2 cho thy mt

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ma trn khch hng sn phm. N c dng phn loi khch hng / sn phm vnh gi cc mc ti u tnh ton cc mc u t dch v khch hng ph hp

Danh mc hng A bao gm cc sn phm mang li nhiu li nhun nht, chim mtt l nh trong tng c cu hng ha; tip theo l danh mc B, C, D; sn phm trongdanh mc hng D thng l t mang li li nhun nht v thng chim 80% tng c

cu hng ho.

Bng 2.2: Ma trn phn loi khch hng sn phm

Khch hng loi I l khch hng mang li nhiu li nhun nht v thng ch chimcha y t 5-10 %. Khch hng trong loi V l t em li li nhun nht bi h ch muamt lng nh hng ho hay l h khng lm tng nhiu lm trong tng khi lng bnhng nm. Nhng loi khch hng ny chim a s trong tng khch hng ca mt cngty .

Trong ma trn trn c 20 phng n kt hp (trong thc t c th khng tn ti y cc phng n kt hp ny) S kt hp tp khch hng sn phm ti u nht cc khi sn phm loi A c bn cho tp khch hng loi I (y l ti u loi 1, mangli li nhun ln nht cho nh sn xut ). S kt hp mang tnh ti u tip theo l sn

phm loi B c bn cho khch hng loi I (ti u loi 2). V c th s kt hp giavic bn 1 sn phm loi D cho khch hng loi V s mang li t li nhun nht (ti uloi 20).

Ma trn bng 2.2 c minh ho c th trong bng 2.3. Mc ti u c chia ralm 4 mc, trong mc tt nht l t loi 1 n 5, v mc ny i hi kh nng 100%

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Loi khchhng

Loi sn phm

A B C D

I 1 2 6 10

II 3 4 7 12

III 5 8 13 16IV 9 14 15 19

V 11 17 18 20


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c hng trong kho v vic giao hng c thc hin trong 48h v 99% hng c chuynl ph hp vi cc tiu chun. Mc km hiu qu nht l t 16-20. Mc ny s cung cphng ho trong vng 120h, mc hng trong kho l 90% v hng c chuyn t tiuchun l 93%.

Cc v bun bn mc ti u thp, i khi cng mang li nhiu li nhun hn nh

vic gim cc chi ph dch v. Mt trong nhng phng php l tr hon cc n thng trong mt khong thi gian, v d l t th 2 t th 6 v sau gp cc n nyvo mt chuyn vn chuyn ti cc khch hng, t nh sn xut s c th tit kimc mt khon chi ph. Li nhun cng c th c nu nh sn xut tho thun c vikhch hng tr cc khon cc ph vn chuyn hoc c th cho khch hng t hng vo

bt k thi im no nhng vi giao hn l s giao hng trong 1 khong thi gian thothun no . Phng php ny thch hp vi cc doanh nghip c ph mt hng rng vcc nhm khch hng a dng

Phng php ny thng c s dng ti cc doanh nghip bn l nhm xc inhch tiu v lng ha d tr hp l, t lm tin xc nh cc ch tiu khc ca chnhsch dch v. N da vo l thuyt cho rng, li ch ch yu ca vic c sn hng d tr

Bng 2.3: La chn cc mc dch v khch hngvi cc nhm khch hng sn phm

Mc tiu

T l hng DTtrong kho (%)

Thigian (gi)

t tiuchun

(%)

1-5 100 48 996-10 97.5 72 97

11-15 95 96 95

16-20 90 120 93

b4. Phng php da trn chi ph thiu hng d kin( Phn ng ca khch hng khi ht hng trong kho)

(hay li ch ca vic tha mn dch v khch hng) chnh l gim t l thiu hng d tr.

Do , chng ta c th tnh ton chi ph ca vic thiu hng d tr d kin qua vic sdng nhng thng tin d bo v kh nng c th xy ra vic thiu d tr. Sau , c thphn tch xc nh cc mc dch v khch hng khc nhau mt cch trc tipbng vic so snh chi ph thiu hng d kin v li ch ca vic tng doanh thu do dchv khch hng mang li.

Phng php tin hnh theo trnh t sau:

-Bc 1: xc nh nhng hu qu c kh nng xy ra do vic thiu hng. Thngthng bao gm 3 kh nng: t hng li - mt doanh s - mt khch hng.

-Bc 2: tnh ton kt qu ca mi chi ph thit hi , sau c lng chi phca vic thiu hng bn.

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Chng hn chng ta gi nh nh sau:

70% s t hng li khi xy ra vic thiu hng, v mi n t hng li i hikhon chi ph ph thm l 60$.

20% dn ti vic mt doanh s, v chi ph do mt doanh s ny l 200$ trn linhun bin.

10% dn ti vic mt khch hng, chi ph l 2.000$.

C th tnh ton nh hng tng hp nh sau:

70% ca 60$ = 42$

20% ca 200$ = 40$

10% ca 2.000$ = 200$

Tng chi ph c tnh cho mi ln thiu hng = 282$.

Nu trong mt chu k d tr xut hin 10 ln thiu hng th tng chi ph thiu hng

l: 2.820$.-Bc 3: xc nh mc d tr hp l. 2.820 $ l s tin trung bnh m cng ty c

th tit kim khi ngn c ton b vic thiu hng bn, do vy cng ty ch nn tinhnh d tr ph thm mt lng hng c chi ph d tr khng ln hn 2820$. Ni cchkhc lng hng mua d tr nhm chng li vic thiu hng ch nm trong gii hnm ton b chi ph cho lng hng ny khng ln hn 2.820 $.

2.3 Qu trnh thc hin n t hng v cht lng dch v khchhng

2.3.1 Qu trnh thc hin n hngKhi ni n vic cung cp hng ha cho khch hng u ra, chng ta s dng

thut ng chu k t hng/ hoc chu k n hng. Thut ng chu k b sungc sdng trong trng hp doanh nghip mua thm hng d tr cng nh trong hot ngqun l liu u vo. V c bn, 1chu k t hng ca hng ny s l chu k b sung thmca hng khc. n gin chng ta s dng thut ng chu k t hng trong cc tholun v sau.

Nh trn cp, dch v khch hng th hin ch yu qua cc chu k thc hin

n hng.Thi gian hon thnh cc hot ng trong mt chu k t hng (order cycle)l yu t then cht quyt nh cht lng dch v khch hng. Xt t quan im khchhng, trnh dch v khch hng cao c ngha l thi gian ca mt chu k t hng phingn v n nh, do ci tin chu k thc hin n hng s gp phn nng cao chtlng dch v khch hng. C th xc lp mi quan h ny gia cc ch tiu cht lngdch v khch hng v kt qu thc hin n hng di y.

- Cc ch tiu v dch v khch hng nh t l thc hin n hng, mc giaohng ng hn, t l cc sai lch trong giao hng th hin mc hon ho ca n hngp ng.

Mc hon ho = % giao hng x % hon thnh x % li

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ca n hng ng hn n t hng

Gi s trong thi gian l 12 thng, hot ng ca 1 dch v khch hng p ngnhu cu ca khch hng l :

90 % giao hng ng hn

80 % hon thnh n t hng70 % hng li v hng

Trong trng hp ny mc p ng n t hng hon ho xt trn gc dchv khch hng s l

90% x 80% x 70% 50%.

- Cc ch tiu v s lng, c cu hng ha d tr hay lng d tr hng ha csn s nh hng n kh nng p ng n hng.

V d: mt n hng yu cu 5 loi sn phm, mi loi sn phm c xc sut d tr

l 0,9 th xc xut p ng n hng l: 0,9 x 0,9 x 0,9 x 0,9 x0,9 = 0,59. lm r cc ni dung ca mt chu k t hng, hy theo di ng i ca mt

n t hng in hnh (hnh 2.3). .

Cn c vo ng i ca mt n hng trong hnh 2.3, c th chia cc tc nghipc bn trong qu trnh p ng mt n t hng thnh cc bc trong hnh 2.4, bao gm

hnh thnh n hng, chuyn n t hng, xc nhn n hng, thc hin n hng,thng bo v tnh trng n hng

Thng tin trc tipThng tin gin tip

Hnh 2.3: Hnh trnh ca mt n t hng

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Chuyn nt hng

Khch hngt hng

Nhnnhng

Vn chuynhng ho

Giao hngcho khch

hng

Danh mchng ho

sn c

K hochsn xut

Kim tracng n

H s

danhmchngho

n thng

Chng tvn ti

Ho n

Sn xut

Thc hinn t

hng

Chun bxut kho

K hochchuynhng


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Hnh thnh n t hng(order preparation) l hot ng thu thp nhng yu cuv hg ha hoc dch v ca khch hng. Vic truyn tin ny c th c khch hnghoc ngi bn in thng tin trc tip vo cc mu n t hng; in thoi trc tipcho nhn vin bn hng, hoc la chn t nhng mu n t hng trong my tnh.

Hnh 2.4: Qu trnh p ng n hng

Truyn tin v n hng (Order transmittal) l truyn ti yu cu t hng t nitip nhn ti ni x l n hng. C hai cch c bn chuyn n t hng.Chuynbng sc ngi l vic gi th t hng hoc nhn vin bn hng trc tip mang n thng ti im tip nhn n t hng. Phng php ny chi ph thp nhng li rt chm.Chuyn n t hng bng phng tin in t: s dng in thoi, my vi tnh, my saochp hoc truyn thng qua v tinh. Cch ny gip thng tin t hng c truyn tingay lp tc, chnh xc, ng tin cy, do ngy cng c thay th cho cch th nht.

Tip nhn n hng(Order entry): Tip nhn hng l mt hot ng din ra trckhi thc hin mt n t hng. N bao gm: (1) kim tra chnh xc ca cc thng tint hng nh m t v sn phm, s lng, gi c; (2) kim tra tnh sn c ca nhng sn

phm c t hng; (3) chun b vn bn t chi n t hng, nu cn; (4) kim tratnh trng tn dng ca khch hng; (5) sao chp li thng tin t hng; v (6) vit han. Nhng hot ng ny l rt cn thit bi v thng tin t hng khng phi lc nocng dng ng theo yu cu tip tc thc hin; hoc c th khng c trnh bymt cch chnh xc, hoc doanh nghip nhn thy cn phi chun b thm trc khi nt hng c thc hin. Kim tra n t hng c th thc hin mt cch th cng hocc t ng ho.Ci tin cng ngh em li li ch ng k trong vic tip nhn n

hng. M vch, my qut quang hc v my tnh lm tng nhanh nng xut lao ngv tnh chnh xc ca cc thao tc ni trn.

Thc hin n hng(Order filling) gm nhng hot ng : (1) tp hp hng hatrong kho, sn xut hoc mua; (2) ng gi vn chuyn; (3) xy dng chng trnhgiao hng; (4) chun b chng t vn chuyn. Nhng hot ng ny c th c thchin song song vi vic kim tra xc nhn n hng.

Thng bo v tnh trng thc hin n t hng (Order status reporting): Hotng ny khng nh hng n tng thi gian thc hin n hng.N cam kt rng mtdch v khch hng tt c cung ng thng qua vic duy tr thng tin cho khch hngv bt c s chm tr no trong qu trnh t hng hoc giao hng. Bao gm: (1) theo di

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Truyn tin vn hng

TipnhnnhngBo co

trng thi

Hnh thnhn hng

Thc hinn hng


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n hng trong ton b chu k t hng; (2) thng tin ti khch hng tin trnh thc hinn t hng trong ton b chu k t hng v thi gian giao hng.

Theo truyn thng, chu trnh t hng ch gm nhng hot ng xy ra t thi imn hng c t ti thi im nhn bi khch hng. Nhng hot ng c bit nh thng k tip gii quyt chng s nh hng ti ton b chiu di chu trnh t hng.

Nhng hot ng pht sinh vi khch hng nh l tr li sn phm, gii quyt khiu ni,v thanh ton ha n vn ti khng phi l b phn k thut ca chu trnh t hng.

2.3.2 Tc ng ca thi gian p ng n hng n cht lng dch v khchhng

Xt trn gc thi gian, chu k p ng n hng hay khong thi gian thchin n hng (Lead time) c nh ngha l khong thi gian t khi khch hng gin t hng n khi khch hng nhn c hng ha. Cc yu t ca thi gian t hng

bao gmthi gian t hng, thi gian tp hp v x l n t hng, thi gian b sung

d tr, thi gian sn xut v thi gian giao hng. Nhng khong thi gian ny c thc kim sot trc tip hoc gin tip thng qua vic la chn v thit k cch thcchuyn n t hng, chnh sch d tr, th tc x l n t hng, phng thc vnchuyn, phng php lp k hoch. Hnh 2.5 minh ha cc khong thi gian c bn trongmt chu k thi gian t hng in hnh.

Thi gian t hng ph thuc vo phng thc t hng, bao gm khongthi gian m ngi bn v cc im tip nhn n hng gi li n hng trc khichuyn n v khong thi gian m n hng c chuyn i. Cc phng thc t hngtin tin s cho php rt ngn khong thi gian ny ng k

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i lbn l

Chuyn n thng ca KH

Tp hp v x ln t hng

Chuyn H chuyntip ti ngun hng

Tp hp, x l n thng t kho hoc nh sxnu khng cn d tr

Giao hng

Giao hng trc tip t nhsn xut

Tng thi gian t hng

t hng X l h,chun b h2

Thi gian bsung DT

Thi giangiao hng

a. Kim tra Hb. Chuyn H ti kho

a. Chun b chng tvn chuyn

b. Kim tra kh nngthanh tonc. Tp hp n hngti kho

t hng t nh my b sung d tr

a. Thi gian vnchuyn t kho

b. Thi gian vnchuyn t nh myc. Qu trnh giaohng cho khch


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Hnh 2.5: Phn tch tng thi gian p ng n hng

Thi gian tp hp v x l n t hngxy ra ng thi. Vic chun b chng tvn chuyn v kim tra d tr c th c thc hin trong khi hot ng tp hp n thng ang c tin hnh. V vy tng thi gian tin hnh c hai hot ng ny khng

phi l tng thi gian ring r ca mi hot ng n l.

Thi gian b xung d tr: Kh nng d tr cng c nh hng n thi gianthc hin n hng, thng thng d tr ti kho s c s dng. Khi d tr trong khokhng cn, cn tin hnh b xung d tr bng cc n t hng k tip (back order) hoctin hnh sn xut. Qu trnh chun b hng i khi rt n gin bng lao ng th cng

nhng i khi cng kh phc tp v c v t ng ha cao.Thi gian vn chuyn v giao hng.Thi gian giao hng ko d

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