[YRC]-Ly Thuyet Tro Choi Va AP Dung Vao Phan Tich Chien Luoc Cua Cac Doanh Nghiep Vien Thong Di Dong Viet Nam

8/2/2019 [YRC]-Ly Thuyet Tro Choi Va AP Dung Vao Phan Tich Chien Luoc Cua Cac Doanh Nghiep Vien Thong Di Dong Viet N

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Mc lcDanh mc cc t vit tt:............................................................................... vi

Danh mc th ........................................................................................... viii

Danh mc bng biu ...................................................................................... ixLi M u...................................................................................................... 1

Chng I: C s l lun v l thuyt tr chi .............................................. 3

I. Qu trnh hnh thnh v pht trin ca l thuyt tr chi: ................. 3

1. Qu trnh hnh thnh ca l thuyt tr chi........................................ 3

2. Cc bc pht trin................................................................................ 4

II. Mt s ni dung c bn v l thuyt tr chi ....................................... 5

1. Cc khi nim v ni dung v l thuyt tr chi trong kinh doanh:... 51.1. Mng gi tr:..................................................................................... 5

1.2. Cc yu t chin lc ca l thuyt tr chi trong kinh doanh: ...... 6

1.2.1. Ngi chi .................................................................................. 6

1.2.2. Gi tr gia tng ............................................................................ 6

1.2.3. Quy tc:....................................................................................... 7

1.2.4. Chin thut.................................................................................. 7

1.2.5. Phm vi ....................................................................................... 8

2. Biu din tr chi................................................................................... 8

2.1. Dng chun tc................................................................................. 8

2.2. Dng m rng................................................................................... 9

III. Phn loi tr chi: ............................................................................... 10

1. Da vo cch s dng chin thut: .................................................... 10

2. Da vo kt qu ca tr chi: Tr chi tng bng khng v tr chi

tng khc khng....................................................................................... 11

3. Da vo thng tin ca ngi chi: Tr chi thng tin hon ho v

Tr chi c thng tin khng hon ho ................................................... 11

IV. ngha thc tin ca l thuyt tr chi trong kinh doanh:............ 12

Chng II: Vn dng l thuyt tr chi vo phn tch hot ng ca cc

doanh nghip vin thng di ng Vit Nam ............................................... 14

I. Khi qut v th trng vin thng di ng Vit Nam:..................... 14


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1. Qu trnh hnh thnh v pht trin.................................................... 14

2. Tnh hnh hot ng cu cc Doanh nghip cung cp trn thtrng

................................................................................................................... 19

2.1. Cu trc th trng ......................................................................... 193. Nhng thnh tu v hn ch.............................................................. 23

3.1. Thnh tu:....................................................................................... 23

3.1.1. S lng, tc thu bao, nh cung cp dch v mng tng ln

nhanh chng. ....................................................................................... 23

3.1.2 Gi cc dch v ngy cng gim dn ...................................... 26

3.1.3. Cht lng cng ngh, dch vgia tng ngy cng tng ln.... 28

3.2. Hn ch:......................................................................................... 293.2.1. S lng thu bao tr trc, thu bao o, sim rc nhiu......... 29

3.2.2. Doanh thubnh qun trn mi thu bao (ARPU) ca Vit Nam

thp ..................................................................................................... 32

II. M hnh mng gi tr trong th trng vin thng di ng Vit Nam:

...................................................................................................................... 33

1. M hnh mng gi tr.......................................................................... 33

1.1 Ngi chi chnh ............................................................................. 331.2. Khch hng ..................................................................................... 33

1.3. Nh cung cp .................................................................................. 34

1.4. Ngi b tr.................................................................................. 34

1.5. i th cnh tranh.......................................................................... 36

III. S dng l thuyt tr chi trong phn tch chin lc kinh doanh

ca cc doanh nghip vin thng di ng ti Vit Nam:........................ 37

1. iu tra tm hiu nhu cu s dng dch v vin thng di ng: ...... 37

2. Din bin chung ca th trng:......................................................... 40

2.1. S m phng trong cc hnh thc khuyn mi, gim gi: ............. 40

2.1.1. S m phng lnh mnh:.......................................................... 41

2.1.2. S m phng khng lnh mnh:............................................... 44

2.2. Khch hng tr sau v vai tr vi cc cng ty vin thng:............ 44


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2.2.1. Vai tr khch hng tr sau i vi cc doanh nghip vin thng

ng di gc l thuyt tr chi: .................................................. 44

2.2.2. Chin lc ca cc hng vin thng i vi khch hng tr sau:

............................................................................................................ 463. S thnh cng v tht bi trong chin lc ca mt s doanh nghip

vin thng di ng c th: ....................................................................... 50

3.1. Viettel xut hin ph v th c quyn ca VNPT: ........................ 50

3.1.1. i th cnh tranh: ................................................................... 51

3.1.2. Sn phm b tr:....................................................................... 52

3.1.3. Khch hng: .............................................................................. 54

3.1.4. Nh cung cp: ........................................................................... 563.2. S tht bi ca cng ngh CDMA th trng Vit Nam: ............ 56

3.2.1. Sn phm b tr........................................................................ 57

3.2.2. Khch hng: .............................................................................. 58

3.2.3. Nh cung cp: ........................................................................... 59

3.2.4. i th cnh tranh: ................................................................... 60

3.3. Gii m n s Beeline: ................................................................... 60

3.3.1. ng lc Beeline tung ra gi cc gi r: ............................... 603.3.2. Beeline ph k lc khi t 1 triu thu bao trong thi gian sm

nht: .................................................................................................... 61

3.3.3. Gii thch s thnh cng ca Beeline di gc l thuyt tr

chi: .................................................................................................... 61

3.3.4. Nhng kh khn cn tn ti: .................................................... 62

3.4. S ra i ca ng Dng Telecom nh du nhng bc quan

trng v hp tc: .................................................................................... 64

3.4.1. Vai tr ca Viettel trong mng gi tr - 1 ngi chi ng nhiu

vai: ...................................................................................................... 64

3.4.2. S m phng lnh mnh: cng thng (va cnh tranh va hp

tc) ...................................................................................................... 64


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Chng III: S dng l thuyt tr chi d bo, nh hng v a ra

cc gii php cho s pht trin ca cc doanh nghip vin thng di ng

......................................................................................................................... 66

I.S BIN NG CA CU TRC TH TRNG........................... 66II. D bo xu hng cnh tranh ............................................................... 70

1.Xu hng cnh tranh v cht lng: .................................................. 70

2.Xu hng st nhp cc hng vin thng............................................. 71

III. Cuc chin 3G si vu? ............................................................... 71

1. 3GCng ngh ca tng lai: ........................................................... 71

2.Cng ngh 3G Tr chi ca s nh i: ........................................ 72

3. Thi im thch hp thc hin cuc chuyn i:.......................... 743.1.Khch hng: ..................................................................................... 74

3.2.Th trng in thoi bo ha ......................................................... 76

3.3.in thoi c xu hng gim gi .................................................... 76

4. nh hng cho cng ngh 3G: ......................................................... 76

4.1. Bc i u Trnh vt xe ca cngngh CDMA: ................. 77

4.2. Marketing: ...................................................................................... 77

5. Li gii cho cng ngh CDMA ........................................................... 78

IV. CHIN LC KINH DOANH CA CC DOANH NGHIP KHI

PHT TRIN RA TH TRNG NC NGOI ............................... 78

1. Nhn nh v th trng v tnh ri ro:.............................................. 78

1.1. Thun li: ....................................................................................... 78

1.2. Kh khn:........................................................................................ 79

2. xut nhng chin lc cho cc doanh nghip vin thng trong

qu trnh m rng th trng.................................................................. 80

2.1. Xc nh tm nhn chin lc ......................................................... 80

2.2. Xy dng chin lc cnh tranh khc bit: ................................... 81

2.4. Xy dng chnh sch chm sc khch hng tt: ............................ 83

2.5. Cnh tranh i i vi hp tc: ....................................................... 84

3. Mt s trin vng................................................................................. 84

Kt Lun......................................................................................................... 85


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Danh mc ti liu tham kho ....................................................................... 87


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Danh mc cc t vittt

ARPU : Average Revenue Per Use - Doanh thu bnh qun trn

mi thu baoBCC : Business Cooperation Contract - Hp ng hp tc kinh

doanh

BC-VT : Bu chnh- Vin thng

BTS : Base Transceiver StationTrm thu pht sng di ng

CDMA : Code Division Multiple Accessa truy nhp phn chia

theo m sEDGE : Enhanced Data Rates for GSM EvolutionCng ngh di

ng c nng cp t GPRS

EVN : Electricity of VietnamTp on in lc Vit Nam

TD : in thoi di ng

GPRS : General Packet Radio Service Dnh v v tuyn gi

tng hp

GSM : Global System for Mobile Communication H thng

thng tin di ng ton cu th h th 2 (2G)

GTEL : Global Telecom Corporation Tng cng ty vin thng

di ng ton cu

HT : Hanoi TelecomCng ty c phn vin thng H Ni

MMS : Multimedia Mesaging System Dch v nhn tin a

phng tin

MVNO : Mobile Virtual Network OperatorNh cung cp o ca

mng di ng

SPT : Saigon Post and Telecommunications Services

Corporation Cng ty c phn dch v bu chnh vin

thng Si Gn


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TT&TT : Thng tin v Truyn thng

USD : ng Dollar M

VND : Vit Nam ng

VMS : Vietnam Mobile Telecom Services CompanyCng ty

thng tin di ng.

VNPT : Vietnam Posts and Telecommunications Corporation

Tp on Bu chnh vin thng.

3G : Thirdgeneration technologyCng ngh truyn thng

th h th ba

3GS : Third generation technology Speed Cng ngh 3Gvi tc cao hn ca my in thoi Iphone


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Danh mc th

th 1: S lng thu bao di ng ti Vit Nam .............................................. 15

th 2: Doanh thu dch v di ng qua cc nm 2006,2007,2008 ................... 15

th 3: Th phn cc mng di ng nm 2005 .................................................. 22




th 7: Tc pht trin thu bao di ng Vit Nam giai on 2001-2008 .... 25 th 8: Cc th trng ln nht Chu ........................................................... 26

th 9: Biu phn chia th phn n qu I/2009 .......................................... 68


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Danh mc bng biu

Bng 1: Cc nh cung cp dch v di ng ti Vit Nam hin nay ..................... 19Bng 2: Tc pht trin thu bao di ng Vit Nam giai on 2001-20081 .... 24

Bng 3: Bng gi mt s loi in thoi gi r.................................................... 51

Bng 4: Bng gi mt s gi cc ca cc hng ................................................. 59

Bng 5: Phn chia th phn cc hng vin thng 2005-2008 ............................... 67


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Li M u

1. Tnh cp thit ca ti:

Nh chng ta bit, quan im Thng trng l chin trng tlu hnh thnh trong suy ngh ca a s nhng nh kinh doanh. Th nhng

nh ti phit ngn hng hng u th k XX, Benard Baruch li khuyn mi

ngi: Khng cn phi thi tt ngn nn ca ngi khc mnh ta sng.

Th trng khng ch n thun l chin trng, n l mt cuc chi, khng

nht thit phi dn ti kt qu thng bi tuyt i m i khi c th cng

thng, cng thua. Vic nghin cu l thuyt tr chi v vn dng l thuyt tr

chi trong chin lc kinh doanh s gii quyt trit bi ton mu thun

trn.

Th trng vin thng ca Vit Nam vi bn cht l th trng c

quyn nhm, mi quyt nh ca cc doanh nghip ny u nh hng m nh

n quyt nh ca cc doanh nghip cn li, hin ang rt si ng vi cuc

cnh tranh khc lit, m ch yu l giahai i gia VNPT v Viettel. Cuc

cnh tranh i khi din ra nng bng n mc khng cn thit, d dn n

s pht trin lch lc sau ny ca c th trng.

Nhn thy s cp thit ca thc t, nhm nghin cuquyt nh chn

ti: L thuyt tr chi v p dng vo phn tch chin lc ca cc

doanh nghip vin thng di ng ti Vit Nam.

2. Mc tiu nghin cu:

Mc tiu nghin cu ca ti nhm s dng l thuyt tr chi phn

tch nhng thnh cng v tht bi ca cc doanh nghip trn th trng vin

thng di ng nhng nm gn y. T a ra cc d bo v nh hng

pht trin ng n cho th trng.

3. i tng nghin cu v phm vi nghin cu:

- i tng nghin cu: Cc doanh nghip vin thng ti Vit Nam.


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- Phm vi nghin cu: ti tp trung vo phn tch chin lc ca cc

doanh nghip vin thng di ng t nm 2004 khi Viettel bc chn vo th

trng n nay v d bo din bin th trng nhng nm tip theo.

4. Phng php nghin cu:

hon thnh ti, nhm nghin cu s dng cc phng php:

thu thp thng tin, tng hp, phn tch s liu t iu tra thc t, internet, cc

bi bo, cc bi nghin cu...

5. Kt cu ti:

Ngoi cc mc m u, kt lun, danh mc t vit tt, danh mc bng

biu, ti liu tham kho v ph lc, ti gm c ba phn chnh:Chng I: C s l lun v l thuyt tr chi

Chng II: Vn dng l thuyt tr chi vo phn tch hot ng ca

cc doanh nghip vin thng di ng ti Vit Nam

Chng III: S dng l thuyt tr chi d bo, nh hng v

a ra cc gii php cho s pht trin ca cc doanh nghip vin thng di

ng.


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Chng I: C s l lun v l thuyt tr chi

I. Qu trnh hnh thnh v pht trin ca l thuyt tr chi:

1. Qu trnh hnh thnh ca l thuyt tr chi

L thuyt tr chi giai on hnh thnh ch n thun l mt nhnh ca

Ton hc ng dng. Ni dung ch yu ca l thuyt tr chi l nghin cu

cc tnh hung chin thut, trong mi ngi chila chn cc chin lc

khc nhau da trn cc chin thut ca nhng ngi chi khc c gng lm

ti a kt qu nhn c.

Nhng tho lun u tin c bit n v l thuyt tr chi xut hin

trong mt l th vit bi James Waldegrave vo nm 1713. Trong l th ny,

Waldegrave a ra li gii chin thut hn hp minimax cho mt tr nh bi

2 ngi chiLe Her. Ch n khi xut bn Nghin cu v nhng nh lut

ton hc ca l thuyt ti sn ca Antoine Augustin Cournot vo nm 1838

th nhng c sphng php lun chung v l thuyt tr chi mi c xydng mt cch bin chng.Trong cng trnh nghin cu ny, Cournot xem xt

(tp quyn) v a ra phin bn u tin v gii hn cn bng Nash.

Mc d nhng phn tch ca Cournot l tng qut hn so vi

Waldegrave, l thuyt tr chi vn cha thc s tn ti nh mt ngnh c

lp cho n khi John von Neumann xut bn mt lot cc bi bo vo nm

1928 vi cc kt qu ht sc thuyt phc vnhng kt qu ny sau ny cm rng thm trong cun sch xut bn nm 1944L thuyt tr chi v cc

hnh vi kinh t bi John von Neumann v Oskar Morgenstern, khi nhng

ng dng ca l thuyt tr chi c tha nhn ht sc rng ri v bn thn

tr thnh cng c ht sc hu hiu gii thch cc hnh vi kinh t . Trong

sut thi gian ny, nhng cng trnh nghin cu v l thuyt tr chi tp

chung chyu vo chin lc hp tc, chin thut ti u cho nhm cc c
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nhn, gi s rng h c th m bo nhng tha thun gia h v cc chin

thut thch hp.

2. Cc bc pht trin

Ban u l thuyt tr chi c pht trin nh l mt cng c

nghin cu hnh vi kinh t hc, ngy nay L thuyt tr chi c s dng

trong nhiu ngnh khoa hc, tSinh hcti Trit hc.

L thuyt tr chi c s pht trin ln t khiJohn von Neumann l

ngi u tin hnh thc ha trong thi k trc v trong Chin tranh Lnh,

ch yu p dng trong chin lc qun s, ni ting nht l khi nim m

bo ph hy ln nhau (mutual assured destruction). Bt u t nhng nm1970, L thuyt tr chi bt u c p dng cho nghin cu v hnh vi

ng vt, trong c s pht trin ca cc loi qua chn lc t nhin. Do cc

tr chi hay nh Song t nhn (prisoner's dilemma), trong li ch c

nhn lm hi cho tt c mi ngi, L thuyt tr chi bt u c dng

trongChnh tr hc,o c hcv Trit hc. Cui cng, L thuyt tr chi

gn y thu ht c s ch ca ccnh Khoa hc my tnhdo ng dngca n trong Tr tu nhn toviu khin hc.

Bn cnh cc mi quan tm c tnh cht hn lm, l thuyt tr chi

nhn c s ch trong vn ha i chng. John Nash, mt nhnghin cu

l thuyt tr chi, ngi nhn c gii thng Nobel, l ch trong

cun hi k nm 1998 ca tc giSylvia Nasar v trong b phim Mt tm hn

p (A Beautiful Mind) ot gii Oscar nm 2001. Mt s tr chi truynhnh (game show) s dng cc tnh hung ca l thuyt tr chi, trong

c Friend or Foe? v Survivor.

V gn y nht, ngy 10/10/2005, mt ln na nhng nghin cu v l

thuyt tr chi c trao tng gii Nobel cao qu. ng ch nhn ca gii

thng l hai nh kinh t hc Thomas Schelling (M) v Robert Aumann

(Isarel). Cng trnh nghin cu ca hai nh khoahc trn i su vo l gii
http://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Sinh_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Sinh_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Sinh_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Sinh_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Tri%E1%BA%BFt_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Tri%E1%BA%BFt_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/John_von_Neumannhttp://vi.wikipedia.org/wiki/John_von_Neumannhttp://vi.wikipedia.org/wiki/Chi%E1%BA%BFn_tranh_L%E1%BA%A1nhhttp://vi.wikipedia.org/wiki/Chi%E1%BA%BFn_tranh_L%E1%BA%A1nhhttp://vi.wikipedia.org/wiki/Chi%E1%BA%BFn_l%C6%B0%E1%BB%A3c_qu%C3%A2n_s%E1%BB%B1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BA%A3m_b%E1%BA%A3o_ph%C3%A1_h%E1%BB%A7y_l%E1%BA%ABn_nhau&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BA%A3m_b%E1%BA%A3o_ph%C3%A1_h%E1%BB%A7y_l%E1%BA%ABn_nhau&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BA%A3m_b%E1%BA%A3o_ph%C3%A1_h%E1%BB%A7y_l%E1%BA%ABn_nhau&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Ch%E1%BB%8Dn_l%E1%BB%8Dc_t%E1%BB%B1_nhi%C3%AAn&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Ch%E1%BB%8Dn_l%E1%BB%8Dc_t%E1%BB%B1_nhi%C3%AAn&action=edit&redlink=1http://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/wiki/Ch%C3%ADnh_tr%E1%BB%8B_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Ch%C3%ADnh_tr%E1%BB%8B_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Ch%C3%ADnh_tr%E1%BB%8B_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1o_%C4%91%E1%BB%A9c_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1o_%C4%91%E1%BB%A9c_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1o_%C4%91%E1%BB%A9c_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Khoa_h%E1%BB%8Dc_m%C3%A1y_t%C3%ADnhhttp://vi.wikipedia.org/wiki/Khoa_h%E1%BB%8Dc_m%C3%A1y_t%C3%ADnhhttp://vi.wikipedia.org/wiki/Khoa_h%E1%BB%8Dc_m%C3%A1y_t%C3%ADnhhttp://vi.wikipedia.org/wiki/Tr%C3%AD_tu%E1%BB%87_nh%C3%A2n_t%E1%BA%A1ohttp://vi.wikipedia.org/wiki/Tr%C3%AD_tu%E1%BB%87_nh%C3%A2n_t%E1%BA%A1ohttp://vi.wikipedia.org/wiki/%C4%90i%E1%BB%81u_khi%E1%BB%83n_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/%C4%90i%E1%BB%81u_khi%E1%BB%83n_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/%C4%90i%E1%BB%81u_khi%E1%BB%83n_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/John_Forbes_Nashhttp://vi.wikipedia.org/wiki/John_Forbes_Nashhttp://vi.wikipedia.org/wiki/Gi%E1%BA%A3i_th%C6%B0%E1%BB%9Fng_Nobelhttp://vi.wikipedia.org/w/index.php?title=Sylvia_Nasar&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Sylvia_Nasar&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BB%99t_t%C3%A2m_h%E1%BB%93n_%C4%91%E1%BA%B9p&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BB%99t_t%C3%A2m_h%E1%BB%93n_%C4%91%E1%BA%B9p&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BB%99t_t%C3%A2m_h%E1%BB%93n_%C4%91%E1%BA%B9p&action=edit&redlink=1http://vi.wikipedia.org/wiki/Tr%C3%B2_ch%C6%A1i_truy%E1%BB%81n_h%C3%ACnhhttp://vi.wikipedia.org/wiki/Tr%C3%B2_ch%C6%A1i_truy%E1%BB%81n_h%C3%ACnhhttp://vi.wikipedia.org/w/index.php?title=Friend_or_Foe%3F&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Survivor_(TV)&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Survivor_(TV)&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Friend_or_Foe%3F&action=edit&redlink=1http://vi.wikipedia.org/wiki/Tr%C3%B2_ch%C6%A1i_truy%E1%BB%81n_h%C3%ACnhhttp://vi.wikipedia.org/wiki/Tr%C3%B2_ch%C6%A1i_truy%E1%BB%81n_h%C3%ACnhhttp://vi.wikipedia.org/w/index.php?title=M%E1%BB%99t_t%C3%A2m_h%E1%BB%93n_%C4%91%E1%BA%B9p&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BB%99t_t%C3%A2m_h%E1%BB%93n_%C4%91%E1%BA%B9p&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Sylvia_Nasar&action=edit&redlink=1http://vi.wikipedia.org/wiki/Gi%E1%BA%A3i_th%C6%B0%E1%BB%9Fng_Nobelhttp://vi.wikipedia.org/wiki/John_Forbes_Nashhttp://vi.wikipedia.org/wiki/%C4%90i%E1%BB%81u_khi%E1%BB%83n_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Tr%C3%AD_tu%E1%BB%87_nh%C3%A2n_t%E1%BA%A1ohttp://vi.wikipedia.org/wiki/Khoa_h%E1%BB%8Dc_m%C3%A1y_t%C3%ADnhhttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1o_%C4%91%E1%BB%A9c_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Ch%C3%ADnh_tr%E1%BB%8B_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/w/index.php?title=Ch%E1%BB%8Dn_l%E1%BB%8Dc_t%E1%BB%B1_nhi%C3%AAn&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BA%A3m_b%E1%BA%A3o_ph%C3%A1_h%E1%BB%A7y_l%E1%BA%ABn_nhau&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BA%A3m_b%E1%BA%A3o_ph%C3%A1_h%E1%BB%A7y_l%E1%BA%ABn_nhau&action=edit&redlink=1http://vi.wikipedia.org/wiki/Chi%E1%BA%BFn_l%C6%B0%E1%BB%A3c_qu%C3%A2n_s%E1%BB%B1http://vi.wikipedia.org/wiki/Chi%E1%BA%BFn_tranh_L%E1%BA%A1nhhttp://vi.wikipedia.org/wiki/John_von_Neumannhttp://vi.wikipedia.org/wiki/Tri%E1%BA%BFt_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Sinh_h%E1%BB%8Dchttp://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_h%E1%BB%8Dc


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cc vn lin quan n cnh tranh v hp tc, c bit l nhng xung t

kinh t nh tranh chp v gi c hay chin tranh thng mi. Nhng ng gp

ca Thomas Schelling v Robert Aumann cng c ngha hn khi hi nhp

kinh t v ton cu ha tr thnh xu th tt yu.

II. Mt s ni dung c bn vl thuyt tr chi

L thuyt tr chi nghin cu cc quyt nh c a ra trong mt

mi trng cc i th tng tc vi nhau. Ni cch khc, L thuyt tr chi

nghin cu cch la chn hnh vi ti u khi chi phv li ch ca mi la

chn l khng c nh m ph thuc vo la chn ca cc c nhn khc.

1. Cc khi nim v ni dung v l thuyt tr chi trong kinh doanh:1.1. Mng gi tr:

Mng gi tr ca mt cng ty

Khch hng

i th cnh tranh Cng ty Ngi b tr

Nh cung cp

Mng gi tr bao gm 2 trc i xng. Trn trc ng, khch hng v

nh cung cp ng vai tr i xng. H l nhng i tc nh nhau trong vic

to ra gi tr . Quan h ca nh cung cp cng quan trng nh quan h vi

khch hng. Trn trc ngang ca gin li c i xng khc, ngi b tr

li l hnh nh phn chiu qua gng ca i th cnh tranh.


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1.2. Cc yu t chin lc ca l thuyt tr chi trong kinh doanh:

1.2.1. Ngi chi

L thuyt tr chi c pht trin nhm gii thch hnh vi ca ngi

chi tham gia cuc chi m li ch ca ngi chi thng l tri ngc

nhau.Nhn vo s mng gi tr trn, c th thy ngi chi y l cc

cng ty , khch hng, nh cung cp, ngi b tr, i th cnh tranh. d

hiu hn, chng ta xem xt mt v d: mt cng ty du lch Vit Nam bc vo

cucchi, khch hng l du khch, nh cung cp dch v l nhn vin cngty, cng ty cung cp dch v khch sn, i th cnh tranh l cc cng ty du

lch khc, ngi b tr l khch sn, nh hng, quy bn hng lu nimTuy

nhin, tr cng ty, cc ngi chi khc c th hon i vai tr ca mnh.

Chic bnh th trng s phi chia cho tt c cc ngi chi, ai cng mun

phn ca mnh to nhng li b l thuc vo ng thi ca ngi chi khc.

Nhn t pha khch hng, ngi chi s l ngi b tr ca bn nu khchhng nh gi sn phm ca bn cao hn khi h c c sn phm ca ngi

so vi khi ch c sn phm ca bn. Nhn t phi nh cung cp, ngi chi s

l ngi b tr ca bn nu nh cung cp thy hp dn hn khi hc cung cp

cc ngun lc cho cng ty ca bn ng thi cng cung cp cho cng ty ca

ngi khc so vi ch khi cung cp cho mt mnh cng ty ca bn. i th

cnh tranh s l trng hp ngc li.Mt mi quan h khc trn gin ca mng gi tr l mi quan h

gia khch hng v nh cung cp theo chiu thng ng. Cc ngun lc nh

lao ng v ngun nguyn liu th t nh cung cp v pha cng ty, cn sn

phm dch v t cng ty a n khch hng. Dng tin chuyn ng theo

chiu ngc li, t khch hng n cng ty v t cng ty n nh cung cp.

1.2.2. Gi tr gia tng


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Gi tr gia tng chnh l cha kha hiu ai l ngi thc s nm

gi quyn lc trong bt c tr chi no . Gi tr gia tng l nhng g m ngi

chi mong mun t c khi tham gia cuc chi.

Thi quen kinh doanh tt s hngti vic tng gi tr gia tng. Cc cng ty

u c gng li ko khch hng v pha mnh bng nhng sn phm tt nht

vi hi vng to ra mt lng gi tr gia tng cho sn phm ca mnh. Bn c

th sn xut p ng nhu cu ca khch hng, xy dng mt thng hiu, s

dng cc ngun lc mt cch hiu qu, lm vic vi cc nh cung cp c

c u vo thp. Tt c cc chin lc nh vy u lm tng gi tr gia tng

ca doanh nghip.1.2.3. Quy tc:

Lut chi t ra cu trc ca tr chi. Trong kinh doanh lun tn ti

cc quy nh bt thnh vn. Mt lut chi c th pht sinh t lut php, t quy

nh ca hi quan, t hp ng hay thm ch t thc t. Ngi chi c th

xem xt v t thm lut mi b sung vo cc lut ang c nhm to thm li

th cho mnh.

Trong thc t, s lut ny c th tng thm t cc quy nh ca hi

quan, lut php hay hp ng. Ph bin nht l cc lut da trn cc iu

khon cnh tranh. Nhng lut ny a ra cch thc m phn gia k mua v

ngi bn. V d nh khi siu th nh gi trn hng ha ca mnh, iu c

ngha l h khch hng t quyt nh ly hay b i m khng cn mc c.

Hoc ngi mua s l ngi cng b gi bn thay v ngi bn s lm nhvy. l trong trng hp ngi s dng lao ng nh mua dch v t ai

, h thng xc nh r cc iu kin, mc lng cho cng vic v hu nh

khng th m phn li thay i cc iu kin .

1.2.4. Chin thut

Chin thut trong tr chi, chnh l chin lc m ngi chi la chn

cho tng ngi chi c th. Chin lc c hiu l mt k hoch theo tnh


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hung y bao gm c tm nhn,mc tiu, mc ch v cc ngun lc m

cc ngi chi c th thc hin trong tr chi.

Theo l thuyt tr chi, vic la chn chin thut l v cng quan

trng. V d, trong mt th trng c quyn nhm gm 2 hng, nu mt

trong hai hng tng chi ph qung co, hng kia cng phi n lc tng qung

co ca mnh. V l cuc chin tranh qung co. Hu qu ca cuc chin

tranh ny l li nhun ca 2 hng gim xung. Do , khng sm th mun

hai hng ny ny cng phi thng ng vi nhau di hnh thc no

trnh nhng thit hi c th c.

1.2.5. Phm viPhm vi l yu t cui cng trong tr chi, n ch ra nhng gii hn

ca tr chi. V nguyn tc, cc tr chikhng c mt ranh gii no c. Lun

c mt tr chi ln xuyn qua ton b khng gian, thi gian, qua cc th h

khc nhau. Tuy nhin, ch l v nguyn tc. Mt tr chi khng c gii

hn th vic phn tch cc k phc tp. Trn thc t, ngi ta t v ra nhng

gii hn gip h phn tch d dng hn. Ngi chi c th m rng nbng cch kt ni vi cc tr chi khc hoc thu hp n bng cch ct ri cc

kt ni. Bn cnh , vic phn tch cc tr chi c lp ring l vi nhau s

khng cho ra kt qu tin cy.

2.Biu din tr chi

Cc tr chi c nghin cu trong l thuyt tr chi l cc i tng

ton hc c nh ngha r rng. Mt tr chi bao gm mt tp cc ngichi/u th, mt tp cc nc i (hoc chin lc) m ngi chi c th

chn, v mt c t v c ch thng pht cho mi t hp ca cc chin lc.

C hai cch biu din tr chi thng thy trong cc ti liu.

2.1.Dng chun tc

u th 2 chn ct tri u th 2 chn ct phiu th 1 chn hng trn 4, 3 -1, -1
http://vi.wikipedia.org/w/index.php?title=Chi%E1%BA%BFn_l%C6%B0%E1%BB%A3c_(l%C3%BD_thuy%E1%BA%BFt_tr%C3%B2_ch%C6%A1i&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Chi%E1%BA%BFn_l%C6%B0%E1%BB%A3c_(l%C3%BD_thuy%E1%BA%BFt_tr%C3%B2_ch%C6%A1i&action=edit&redlink=1


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u th 1 chn hng di 0, 0 3, 4

Mt tr chi dng chun tcTr chi chun tc (hoc dng chin lc (strategic form) l mt ma

trncho bit thng tin v cc u th, chin lc, v c ch thng pht (xemv d bn phi). Trong v d, c hai u th, mt ngi chn hng, ngi kia

chn ct. Mi u th c hai chin lc, mi chin lc c biu din bi

mt c xc nh bi s hiu hng v s hiu ct ca n. Mc

thng pht c ghi trong . Gi tr th nht l mc thng pht cho u

th chi theo hng (trong v d l u th 1); gi tr th hai l mc thng

pht cho u th chi theo ct (trong v d l u th 2). Gi s u th 1chi hng trn v u th 2 chi ct tri. Khi , u th 1 nhn 4 im v

uth 2 nhn 3 im.

Khi mt tr chi c biu din bng dng chun tc, ngi ta coi rng

mi u th hnh ng mt cch ng thi, hoc t nht khng bit v hnh

ng ca ngi kia. Nu cc u th c thng tin v la chn ca cc u th

khc, tr chithng c biu din bng dng m rng.

2.2.Dng m rng

Mt tr chi dng m rng

Cc tr chi dng m rng c gng m t cc tr chi c th t quan

trng. y, cc tr chi c biu din bng cy (nh trong hnh bn tri).

Mi nh (hoc nt) biu din mt im m ngi chi c th la chn.

Ngi chi c ch r bng mt s ghi cnh nh. Cc on thng i ra t

nh biu din cc hnh ng c th cho ngi chi . Mc thng pht

c ghi r ti y cy.
http://vi.wikipedia.org/wiki/Ma_tr%E1%BA%ADnhttp://vi.wikipedia.org/wiki/Ma_tr%E1%BA%ADnhttp://vi.wikipedia.org/wiki/Ma_tr%E1%BA%ADnhttp://vi.wikipedia.org/wiki/C%C3%A2y_(l%C3%BD_thuy%E1%BA%BFt_%C4%91%E1%BB%93_th%E1%BB%8B)http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BB%89nh&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BB%89nh&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BB%89nh&action=edit&redlink=1http://vi.wikipedia.org/wiki/C%C3%A2y_(l%C3%BD_thuy%E1%BA%BFt_%C4%91%E1%BB%93_th%E1%BB%8B)http://vi.wikipedia.org/wiki/Ma_tr%E1%BA%ADnhttp://vi.wikipedia.org/wiki/Ma_tr%E1%BA%ADn


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Trong tr chi trong hnh, chai ngi chi. u th 1 i trc v chn F

hoc U. u th 2 nhn thy nc i ca u th 1 v chn A hoc R. Gi s

u th 1 chn U v sau u th 2 chn A. Khi , u th 1 c 8

im v u th 2 c 2 im.

Cc tr chi m rng cn c th mt cc tr chi i-ng-thi. Hoc

c mt ng chm chm hoc mt ng trn v quanh hai nh khc nhau

biu din rng chng u thuc cng mt tp hp thng tin (ngha l,

ngi chi khng bit h ang im no).

III. Phn loi tr chi:

1.Da vo cch s dng chin thut:Tr chi i xng v bt i xng

Mt tr chi i xng l mt tr chi m

phn li cho vic chi mt chin thut no ch

ph thuc vo cc chin thut c s dng, ch

khng ph thuc vo ngi no ang chi. Nu

nh tnh danh ca nhng ngi chi c th thayi m khng lm thay i phn li i vi

chin thut chi, th mt tr chi l i xng. Nhiu tr chi 22 thng

c nghin cu l i xng. Nhng biu din chun ca tr chi con g,

song t nhn,i sn nail nhng tr chi i xng.

a s nhng tr chi bt i xng c nghin cu l nhng tr chi

m cc tp hp chin thut khc nhau c s dng bi hai ngi chi.Chng hn, tr chi ti hu thv tng t nh vy tr nh c tic chin

thut khc nhau cho mi ngi chi. Tuy vy, c th xy ra trng hp mt

tr chi c nhng chin thut ging nhau cho c hai ngi chi, nhng vn

bt i xng. Chng hn, tr chi c minh ha bn phi l bt i xng

mc d cho c cng tp cc chin thut cho c 2 ngi chi.

E F

E 1, 2 0, 0

F 0, 0 1, 2

Mt tr chi bt i xng
http://vi.wikipedia.org/w/index.php?title=T%E1%BA%ADp_h%E1%BB%A3p_th%C3%B4ng_tin&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=T%E1%BA%ADp_h%E1%BB%A3p_th%C3%B4ng_tin&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_con_g%C3%A0&action=edit&redlink=1http://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/w/index.php?title=%C4%90i_s%C4%83n_nai&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90i_s%C4%83n_nai&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90i_s%C4%83n_nai&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_t%E1%BB%91i_h%E1%BA%ADu_th%C6%B0&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_t%E1%BB%91i_h%E1%BA%ADu_th%C6%B0&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_nh%C3%A0_%C4%91%E1%BB%99c_t%C3%A0i&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_nh%C3%A0_%C4%91%E1%BB%99c_t%C3%A0i&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_nh%C3%A0_%C4%91%E1%BB%99c_t%C3%A0i&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_t%E1%BB%91i_h%E1%BA%ADu_th%C6%B0&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90i_s%C4%83n_nai&action=edit&redlink=1http://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_con_g%C3%A0&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=T%E1%BA%ADp_h%E1%BB%A3p_th%C3%B4ng_tin&action=edit&redlink=1


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2.Da vo kt qu ca tr chi: Tr chi tng bng khng v tr chi tng

khc khng

Trongtr chi tng bng khng, vi mi t

hp ca cc chin lc chi, tng im ca tt c

cc ngi chi trong vn chi lun bng 0. Ni

mt cch khng chnh thc, u th ny hng

li trn thit hi ca cc u th khc. Mtv d

l tr Poker, trong ngi ny thng s im

bng ng s im m ngi kia thua. Cc loi c c in nh c vy,c vua

vc tngcng l cc tr chi tng bng khng.Nhiu tr chi m cc nhl thuyt tr chi nghin cu, trong c song t nhnni ting, l cc tr

chi tng khc khng, do c mt s kt cc c tng kt qu ln hn hoc nh

hn khng.Ni mt cch khng chnh thc, trong cc tr chi tng khc

khng, mt thu hoch ca u th ny khng nht thit tng ng vi mt

thit hi ca mt u th khc. C th bin i mt tr chi bt l thnh mt

tr chi tng bng khng bng cch b sung mt u th "b nhn" sao chocc thit hi ca u th ny b li tng thu hoch ca cc u th khc.

3.Da vo thng tin ca ngi chi: Tr chi thng tin hon ho v Tr

chi c thng tin khng hon ho

Mt tr chi thng tin khng hon ho (ng nt t biu th vic

thiu thng tin ca ngi chi 2).

Cc tr chi thng tin hon ho (games of perfect information) lp thnh mt

tp con quan trng ca cc tr chi tun t. Mt tr chi c gi l c thng

tin hon ho nu mi u th bit tt c cc nc i m tt c cc u th

A B

A 2, 2 1, 1

B 1, 1 3, 3

Mt tr chi tng bng 0
http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_t%E1%BB%95ng_b%E1%BA%B1ng_kh%C3%B4ng&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_t%E1%BB%95ng_b%E1%BA%B1ng_kh%C3%B4ng&action=edit&redlink=1http://vi.wikipedia.org/wiki/Pokerhttp://vi.wikipedia.org/wiki/Pokerhttp://vi.wikipedia.org/wiki/C%E1%BB%9D_v%C3%A2yhttp://vi.wikipedia.org/wiki/C%E1%BB%9D_v%C3%A2yhttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_t%C6%B0%E1%BB%9Bnghttp://vi.wikipedia.org/wiki/C%E1%BB%9D_t%C6%B0%E1%BB%9Bnghttp://vi.wikipedia.org/wiki/C%E1%BB%9D_t%C6%B0%E1%BB%9Bnghttp://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/wiki/T%E1%BA%ADp_tin:PD_with_outside_option.pnghttp://vi.wikipedia.org/wiki/Song_%C4%91%E1%BB%81_t%C3%B9_nh%C3%A2nhttp://vi.wikipedia.org/wiki/C%E1%BB%9D_t%C6%B0%E1%BB%9Bnghttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_v%C3%A2yhttp://vi.wikipedia.org/wiki/Pokerhttp://vi.wikipedia.org/w/index.php?title=Tr%C3%B2_ch%C6%A1i_t%E1%BB%95ng_b%E1%BA%B1ng_kh%C3%B4ng&action=edit&redlink=1


21/96


khc thc hin. Do vy ch c cc tr chi tun t mi c th l cc tr

chi thng tin hon ho. Hu ht cc tr chi c nghin cu trong l thuyt

tr chi l cc tr chi thng tin khng hon ho, tuy mt s tr chi hay nh

c vy,c vuali l tr chi thng tin hon ho.

Tnh cht thng tin hon ho thng b nhm ln vi khi nim thng

tin y . Tnh cht thng tin y i hi rng mi ngi chi bit v cc

chin lc v thnh qu thu c ca cc ngi chi khc, nhng khng nht

thit bit v cc hnh ng ca h.

IV. ngha thc tin ca l thuyt tr chi trong kinh doanh:

L thuyt tr chi t lu tr thnh mt lnh vc quan trng ca kinht hc ni chung. N c s dng phn tch cc hin tng kinh t, trong

c u gi,mc c,cquyn song phng v c quyn tp on ,cc t

chc mng li ti chnh, ngn hng, ti chnh, chnh tr, khoa hc qun s

Bt k ai khi tham gia kinh doanh u bit rng thng trng l chin

trng. Trong cnh tranh, bn phi tra khn ngoan hn i th loi tr

i th cnh tranh, ginh git quyt lit th phn, khuyn trng thng hiusn phm, khng ch nh cung cp v kha cht khch hng. Theo quan im

, s lun c ngi thng v k thua trong kinh doanh. Cch nhn v mt kt

cc thng thua c Gore Vidal vit nh sau: Ch thnh cng thi cha .

Phi lm cho k khc tht bina. Cnh tranh khc lit mang tnh tiu dit

ch dn n mt i dng y mu ca nhng ch th tranh u trong

mt b li nhun ang cn dn. Hu qu thng thy sau cc cuc cnh tranhkhc lit l s st gim mc li nhun khp mi ni. Mc ch ca nh kinh

doanh khi thc hin chin lc nyl lun lun mang li nhng iu c li

cho doanh nghip mnh. i khi l s tr gi ca ngi khc. y l tnh

hung cng thua (lose lose).

Tuy nhin, cc bin php thng thng (tm cch nh bi i th cnh

tranh thng qua vic to dng mt v th phng th trt t trong ngnh) v li
http://vi.wikipedia.org/wiki/C%E1%BB%9D_v%C3%A2yhttp://vi.wikipedia.org/wiki/C%E1%BB%9D_v%C3%A2yhttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/w/index.php?title=Th%C3%B4ng_tin_%C4%91%E1%BA%A7y_%C4%91%E1%BB%A7&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Th%C3%B4ng_tin_%C4%91%E1%BA%A7y_%C4%91%E1%BB%A7&action=edit&redlink=1http://vi.wikipedia.org/wiki/%C4%90%E1%BA%A5u_gi%C3%A1http://vi.wikipedia.org/wiki/%C4%90%E1%BA%A5u_gi%C3%A1http://vi.wikipedia.org/w/index.php?title=M%E1%BA%B7c_c%E1%BA%A3&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BA%B7c_c%E1%BA%A3&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BA%B7c_c%E1%BA%A3&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Duopoly&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Duopoly&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Duopoly&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Duopoly&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=M%E1%BA%B7c_c%E1%BA%A3&action=edit&redlink=1http://vi.wikipedia.org/wiki/%C4%90%E1%BA%A5u_gi%C3%A1http://vi.wikipedia.org/w/index.php?title=Th%C3%B4ng_tin_%C4%91%E1%BA%A7y_%C4%91%E1%BB%A7&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Th%C3%B4ng_tin_%C4%91%E1%BA%A7y_%C4%91%E1%BB%A7&action=edit&redlink=1http://vi.wikipedia.org/wiki/C%E1%BB%9D_vuahttp://vi.wikipedia.org/wiki/C%E1%BB%9D_v%C3%A2y


22/96


t duy chin lc kiu truyn thng (ch tp trung vo cc kha cnh lm th

no khai thc c u im v tnh c o ca mnh, hoc tm kim

nhng li th so snh vi cc i th) t nhiu thay i. Trong bi cnh

thng trng y l mt thng trng ton cu ha trong mt th gii

ang i trn mt tin trnh khng th o ngc ca hi nhp. Th gii hi

nhp l mt th gii cnh tranh. Cc bc tng b h xung, cc loi ro chn

b d b. Trn mt sn chi ang c lm phng ni theo thut ng ca

Thomas Friedman, cc ngun lc ca th gii ang tranh nhau c s

dng theo cch tt nht, cch tt nht ngha l phi tr chi ph thp hn nhng

c sn phm tt hn. chnh l ngha tch cc ca mt mi trng vacnh tranh va hp tc trn mt sn chi ngang bng. Trong kinh doanh,

thnh cng ca doanh nghip khng nht thit i hi phi c nhng k thua

cuc. Thc t l hu ht cc doanh nghip ch thnh cng khi nhng ngi

khc thnh cng. y l s thnh cng cho c i bn nhiu hn l cnh tranh

lm hi ln nhau. Tnh hung ny c gi l cng thng (win win).

Kinh doanh khng phi l chin tranh v cng khng phi l habnh. Chin lc kinh doanhkhng cn l nhng ng thi ca tnh hung,

khng phi ch l nhng hnh ng mang tnh thi im m l c tin trnh

tip din khng ngng, khi cc doanh nghip u phi ua nhau phc

v tt nht khch th iu c ngha l khng c gi tr gia tng no c th

gi nguyn v tn ti vnh vin m c s bin i mi l.


23/96


Chng II: Vn dng l thuyttr chi vo phn tch hot ng

ca cc doanh nghip vin thng di ng Vit Nam

I. Khi qut v th trng vin thng di ng Vit Nam:

1. Qu trnh hnh thnh v pht trin

Mc thi gian c coi l s khi u ca th trng vin thng di

ng Vit Nam l vo ngy 16/04/1993 khi Cng ty thng tin di ng

(VMS) l Doanh nghip Nh nc trc thuc Tp on Bu chnh Vin thng

Vit nam (VNPT)c chnh thc thnh lp. Ti thi im , Cng ty thng

tin di ng (VMS) tr thnh doanh nghip u tin khai thc dch v thng

tin di ng tn s GMS 900/1800 vi thng hiu MobiFone, nh du cho

s khi u ca ngnh thng tin di ng Vit Nam. Lnh vc hot ng ca

MobiFone l t chc thit k xy dng, pht trin mng li v trin khai

cung cp dch v mi v thng tin di ng. Sau 17 nm pht trin, th trng

vin thng di ng hin nay ca Vit Nam ang pht trin rt mnh m, c v

lng v cht. Tnh n cui nm 2009, tng s thu bao in thoi trn th

trng l hn 130 triu trong c 86 triu thu bao di ng, t mt my

di ng l 100 thu bao/100 dn.2V doanh thu, nm 2008 Doanh thu Bu

chnhVin thng nm 2008 t 3250,77 triu USD , tng 40,9% so vi nm

2007 v 110,05% so vi nm 2006, np ngn sch nh nc 11.831 t ng,

cng vi hn 14.700 trm BTS c lp t trn 64 tnh thnh ton quc ton

quc.3

2Theo s liu thng k ca B Thng tin v Truyn thng tnh n ht nm 20093 Theo sch trng v cng ngh thng tin v truyn thng nm 2009- B Thng tin v Truyn thng


24/96


th 1: S lng thu bao di ng ti Vit Nam

Ngun: Bo co ngnh Vin Thng Vit Nam: D bo 2008 2012 Nhm

nghin cu Vietnam Report th 2: Doanh thu dch v di ng qua cc nm 2006,2007,2008

Ngun: Trang 30, Sch trng Cng ngh thng tin v truyn thng Vit

Nam nm 2009


25/96


T mt mng duy nht Mobifone ban u vi mt u s v mt cng

ngh GSM, hin nay chng ta c 7 nh nh cung cp chnh thc vi trn 15

u s di ng, gi cc lin tc gim, cht lng ngy cng c ci thin.

Chng ta c th im qua mt s mc chnh trong du n pht trin th trng

nh sau:

- Ngy 16/4/1993: Thnh lp Cng ty thng tin di ng (VMS) tr

thnh doanh nghip u tin khai thc dch v thng tin di ng GMS

900/1800 vi thng hiu MobiFoneu s 090. Mng MobiFone ban u

ch c mt tng i dung lng 2.000 s vi 7 trm thu pht sng (BTS) ti

H Ni v mt tng i 6.400 s vi 6 trm BTS ti khu vc pha Nam, phsng 4 a phng TP. H Ch Minh, Bin Ho, Long Thnh, Vng Tu.

- K t nm 1995, MobiFone k hp ng hp tc kinh doanh vi Tp

on Comvik (Thy in) cng xy dng v khai thc mng thng tin di

ng. Cng bt u t thi im ny, MobiFone bt u c nhng s pht

trin rt mnh m nh c s hp tc, chuyn giao v kinh nghim, k nng

qun l, ngun vn... t pha i tc Comvik.- Ngy 26/6/1996, cng ty dch v Vin Thng VinaPhone chnh thc

cung cp dch v thng tin di ng vi u s 091. Tuy l mng di ng th

hai Vit Nam nhng ti nm 1999 VinaPhone l mng u tin ph sng

trn 100% cc tnh, thnh ph, sau 7 nm cho ti thng 6 nm 2006,

VinaPhone li mt ln na l tr thnh mng di ng u tin thc hin ph

sng 100% s huyn trn a bn c nc k c cc huyn min ni, hi o,vng su, vng xa.4

-Ngy 01/7/2003, mng di ng th 3 ca Vietnam mang tn Sphone

chnh thc ra mt. Sphone l mng in thoi di ng s dng cng ngh mi

CDMA ca Cng ty Cphn Dch v Bu chnh Vin thng Si Gn (SPT).

S ra i ca Sphone vo nm 2003 to ra mt du n c bit khi dn

4 Ngun: Bi bo Vinaphone c nh gi c dch v tr sau tt nht 2009 trn website

http://xahoithongtin.com.vn ngy 27/3/2010
http://xahoithongtin.com.vn/http://xahoithongtin.com.vn/http://xahoithongtin.com.vn/


26/96


tho nt c ch c quyn lu nay ca Tp on bu chnh Vin Thng

VNPT, gp phn pht trin cnh tranh hn na gia cc nh mng.5

- Ngy 15/10/2004: Mng di ng GSM Viettel vi u s 098 ca

Tng cng ty vin thng qun i Viettel chnh thc ha mng. c tp

trung ngun lc ti a, cng vi li th l mng c quyn ca qun i v

vi cc chin lc kinh doanh hp l, Viettel thu ht c mt s lng

ln thu bao, y VNPT vo th kh khn. S ra i ca Viettel c coi l

mt mc lch s quan trng khi n to ra s cnh tranh khc lit vi hng

lot cc s kin theo sau nh bng n cuc chin gim gi cc, khuyn mi,

s lng thu bao di ng tng rt nhanh. Nu nh trong nm u ra mt,Viettel ch thu ht c 150.000 thu bao th ht nm 2005 con s ny ln

ti 2 triu. Viettel dn tr thnh mng in thoi di ng hng u Vit

Nam vi vng ph ln nht v tc tng trng thu bao cao nht.

-Ngy 05/5/2006, sau gn hai thng th nghim trn ton quc, mng

vin thng di ng in lc EVN Telecom chnh thc gia nhp th trng vi

u s 096. Vi li th v c s h tng in lc, cng vi chnh sch gicc thp cng vng ph sng rng, tnh n ht nm 2006, mng EVN

Telecom thu ht c 702.446 thu bao. Tnh ti ngy 17/4/2010, s

lng thu bao ca EVNTelecom t trn Trn 4,050 triu thu bao CDMA,

mt con s pht trin tht n tng trong bi cnh s tht th ca cc mng

CDMA Vit Nam.6

- Ngy 15/01/2007, Cng ty C phn Vin thng H Ni HanoiTelecom phi hp cng cng ty Huchinson Telecommunication International

Limited ra mt mng HT Mobile ti Vit Nam vi u s 092 da trn nn

cng ngh CDMA 850MHz. N lc ca HT mobile cng phn no c

n p khi s lng thu bao lin tc tng, t khong 300.000 thu bao

5 Ngun:website: http://www.sfone.com.vn/Gii thiu chung6Ngun: Bi bo EVNTelecom -Nm 2010: C hi t ph vin thng pht trin trn websitehttp://www.3gtoday.org
http://www.sfone.com.vn/http://www.sfone.com.vn/


27/96


sau hn na nm hot ng. HT Mobile t mc tiu t 1 triu thu bao

trong nm 2007, nhng n cui nm 2008 ch thc hin c khong 50%

ch tiu v nhc im ln nht ca HT Mobile khi la chn cng ngh

CDMA l thit b u cui.Ti thng 9/2007, HT Mobile ngng u t c

s h tng.Ngy 15/3/2008, HT Mobile chnh thc tuyn b chia tay vi

mng di ng CDMA bc vo giai on chuyn i cng ngh sang e-

GSM (GSM m rng).

- Ngy 08/4/2009, mng di ng ton quc mi nht vi tn gi

Vietnammobile chnh thc khai trng. y l s "ti sinh" ca mng di

ng HT Mobile sau khi chuyn i cng ngh t CDMA sang GSM.Vietnammobile c trin khai theo hp ng hp tc kinh doanh (BCC)

gia cng ty c phn Hanoi Telecom v cng ty Huchinson

Telecommunication International Limited

- Ngy 20/7/2009, mng di ng th 7 nc ta Beeline chnh thc

ha mng, trn c s tha thun hp tc gia Tng cng ty Vin thng Di

ng Ton cu v Tp on VimpelCom- Mt trong nhng Tp on Vinthng hng u ng u v Trung , GTEL Mobile l cng ty lin doanh

chuyn cung cp cc dch v thoi v truyn s liu trn cng ngh

GSM/EDGE.Ngy 10/10/2009, tc ch sau 2 thng 20 ngy t khi gia nhp

lng di ng Vit Nam, mng di ng Beeline to lp k lc: hn 2 triu

sim c phn phi ra th trng, trong c hn 1 triu sim kch hot.

Trc , VinaPhone phi mt 5 nm tr thnh mng di ng c 1 triuthu bao, cn Viettel - i gia ln nht ca lng di ng Vit Nam v

s lng thu bao - cng phi mt hn 1 nm mi t c con s ny.

Beeline tr thnh nhn vt hu sinh kh y khi tr thnh mng di ng

u tin ti Vit Nam t mc 1 triu thu bao thc ch sau hn 2 thng hot

ng


28/96


- Ngy 13/8/2009, ba mng di ng gm VinaPhone, MobiFone,

Viettel v Lin danh EVNTelecom - HanoiTelecom chnh thc c B

Thng tin v Truyn thng trao giy php thit lp mng v cung cp dch v

vin thng 3G, ha hn mt thi k cnh tranh mi, khc lit hn na gia

cc nh mng da trn kh nng kt ni bng thng rng di ng v cc dch

v a phng tin ca cng ngh hin i 3G.

2. Tnh hnh hot ng cu cc Doanh nghip cung cp trn thtrng

2.1. Cu trc th trng

Cc nh cung cp dch v di ng ti Vit Nam hin nay

Bng 1: Cc nh cung cp dch v di ng ti Vit Nam hin nayS lng doanh nghip cung

cp dch v vin thng di

ng 2G

07 VinaFone (VNPT), VMS

MobiFone(VNPT), Viettel, Sphone,

EVN Telecome, Vietnam Mobile,

Beeline

S lng doanh nghip cung

cp dch v vin thng ding 3G

05 4 Giy php: VinaFone, MobiFone,

Viettel v lin minh EVN Telecom-Hanoi Telecom

S lng doanh nghip cung

cp dch v di ng khng c

h thng truy nhp v tuyn

(MVNO)

01 ng Dng Telecom (Indochina)

- T nm 2003 tr v trc: Th trng vin thng di ng hon ton

nm trong tay hai mng ln l VinaFone v MobiFone, thc cht y l hai

cng ty thuc tp on Bu chnh Vin thng. Th trng mang sc thi c

quyn bn thun ty.

- T nm 2003 ti nay: Vic ln lt cc cng ty Sphone, Viettel, EVN

Telecom, Vietnam Mobile m gn y nht l Beeline gia nhp th trng


29/96


lm thay i mnh cu trc ca th trng. Thng qua biu so snh th

phn ca cc mng trong cc nm 2005, 2007 v 2008, mt xu hng d nhn

ra l th phn ca VinaFone v MobiFone ( y tm gi l VNPT) c xu

hng gim. T l ny ln lt l 85% nm 2005, 53% nm 2007 v 57,3%

nm 20087. T mt th trng c quyn thun ty ch c VNPT l nh cung

cp, th trng vin thng di ng tr thnh th trng c quyn tp on

v hin ti c t nht 7 nh cung cp mng trn th trng. Ngoi VNPT,

chng ta phi k ti s thnh cng ca mng di ng Viettel, mng di ng

c nh gi l c tc pht trin thu bao v mng li ph sng nhanh

nht. Sau ng mt nm ra i, Viettel pht trin c gn 1,5 triu thubao v cho ti ht nm 2009, s thu bao hin ti ca Viettel c tnh t l

hn 28,2 triu thu bao8vi 3 u s 098, 097 v 0168. T biu th phn

trang sau, qua tng nm pht trin, chng ta c th thy r th phn ca

Viettel ngy cng tng ln, tr thnh mt i trng thc s e da v tr c

tn ca VNPT. Nm 2005, tc l mt nm sau ngy gia nhp th trng,

Viettel t 11% th phn, sang ti nm 2007 t 30% th phn, v n tnghn na l nm 2008 t ti 34,9%.

Phn th phn cn li chim khong 10% n 15% th trng c

chia cho cc mngnh cn li l Sphone, Vietnam Mobile, EVN Telecom v

Beeline. Mc d ra i t kh sm (nm 2003), nhng cho ti nay s lng

thu bao Sphone l khong 7.5 triu thu bao, chim khong 6.5% th phn.

L mng tin phong trong s dng cng ngh CDMA tch hp nhiu ngdng hin i, mt cng ngh rt thnh cng trn nc M nhng xem ra

nhng thnh tch ca Sphone l kh hn ch. S hn ch ca thit b u cui,

ngho nn v cc mu m in thoi, mt yu cu bt buc ca cng ngh

CDMA chnh l mt trong nhng nguyn nhn dn ti s khng thnh cng

ny. Tuy nhin ti nay, Sphone vn trung thnh vi cng ngh CDMA ny v

7Ngun: Theo sch trng v cng ngh thng tin v truyn thng nm 2009- B Thng tin v Truyn thng

8Ngun:Website http://www.hanoimoi.com.vn ngy 11/10/2006
http://www.hanoimoi.com.vn/http://www.hanoimoi.com.vn/


30/96


quyt tm pht trin thng hiu Sphone ln mt tm cao mi. Cng chung s

phn nh Sphone l mng di ng cng s dng cng ngh CDMA l HT

Mobile. Ra i vo nm 2007, sau 1 nm s thu bao ca HT Mobile ch l

hn 500.000 thu bao, ch t 50% k hoch ca cng ty. Nhng khc vi

Sphone, HT Mobile nhanh chng khai t cng ngh CDMA v chnh thc

chuyn sang cng ngh e-GSM, mt cng ngh pht trin ca GSM vo ngy

8/4/2009.

Trong cc mng thuc nhm ny, chng ta khng th khng k ti

mng nc ngoi u tin l Beeline. Gia nhp th trng vo thng 7/2009,

thi im m tng nh th trng di ng ang bc vo giai on bo ha9nhng ch sau 2 thng 20 ngy t khi gia nhp lng di ng Vit Nam, mng

di ng Beeline to lp k lc: hn 2 triu sim c phn phi ra th

trng, trong c hn 1 triu sim kch hot.Trc , Vinaphone phi

mt 5 nm tr thnh mng di ng c 1 triu thu bao, cn Viettel - i

gia ln nht ca lng di ng Vit Nam v s lng thu bao - cng phi

mt hn 1 nm mi t c con s ny. Beeline tr thnh nhn vt husinh kh y khi tr thnh mng di ng u tin ti Vit Nam t mc 1 triu

thu bao thc ch sau hn 2 thng hot ng.

Hn lc no ht, th trng vin thng ang trong giai on cnh tranh

nng nht, khc lit nht trong vic thu ht th phn ti a cho tng hng.

th3: Th phn cc mng di ng nm 2005

9Theo Bo in t cng an nhn dn Th Su, 18/09/2009


31/96


Ngun: S liu thng k bu chnh, vin thng, internet 2005 B Thng

tin v Truyn thng

th 4: Th phn cc mng di ng nm 2007

Ngun: S liu thng k bu chnh, vin thng, internet 2007, B Thng

tin v Truyn thng

th 5: Th phn cc mng di ng nm 2008


32/96


Ngun:Biu thng k pht trin dch v (02/08/2009 )

http://mic.gov.vn/vn/newsdetail/solieuthongke_vienthong/4901/index.micB

Thng tin v Truyn thng

th 6 : Th phn cc mng di ng nm 2009

Ngun: Trang 32, Sch trng cng ngh thng tin nm 2009-B Thng tin v

Truyn thng

3.Nhng thnh tu v hn ch

3.1. Thnh tu:

3.1.1. S lng, tc thubao, nh cung cp dch v mng tng ln nhanh

chng.
http://mic.gov.vn/vn/newsdetail/solieuthongke_vienthong/4901/index.michttp://mic.gov.vn/vn/newsdetail/solieuthongke_vienthong/4901/index.michttp://mic.gov.vn/vn/newsdetail/solieuthongke_vienthong/4901/index.mic


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Trong nhng nm gn y, th trng vin thng di ng chng kin

mt s bng n v qui m, tc pht trin th trng. Nu ly mc so snh

l nm 2001, khi trn th trng ch c hai mng l Vinaphone, Mobiphone

vi 800.000 thu bao di ng, tc pht trin rt chm, di 10%, mt

trung bnh t 1,02 my/100 ngi th bc sang nm 2010, chng ta c 7

nh mng ang cung cp dch v, hn 86 triu thu bao di ng, mt t

100 thu bao/100 ngi, tc tng trung bnh l 87,5 %/nm. Thng qua

biu di y v biu 1, chng ta c th thy r rng hn nhng nhn

nh trn.

Bng 2: Tc pht trin thu bao di ng Vit Nam giai on 2001-

200810

Nm 2001 2002 2003 2004 2005 2006 2007 2008

Tc pht

trin thubao (%)

10.3 29.5 44.3 135 136 53.8 152 166,3

th 7: Tc pht trin thu bao di ng Vit Nam giai on 2001 -

2008

10Ngun: Website:http://mic.gov.vn/vn/news/solieuthongke_vienthong/5/index.micB thng tin vTruyn Thng
http://mic.gov.vn/vn/news/solieuthongke_vienthong/5/index.michttp://mic.gov.vn/vn/news/solieuthongke_vienthong/5/index.michttp://mic.gov.vn/vn/news/solieuthongke_vienthong/5/index.michttp://mic.gov.vn/vn/news/solieuthongke_vienthong/5/index.mic


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Bn cnh , nu xt v cc lnh vc tng t cng thuc vin thng

nhpht trin thu bao c nh, s ngi dng Internet, thu bao bng thng

rng th chng ta c th thy r hn s pht trin ny. T giai on nm 2003

tr i, tc pht trin thu bao di ng bt u tng rt mnh, ri ti nm

2007 th vn ln trn tc pht trin in thoi c nh. Nu so snh vi

cc nc trong khu vc, th th trng vin thng di ng Vit Nam khng h

nh cht no, khi ng th su v lng thu bao, sau cc nc Trung Quc,

n , Indonesia, Nht Bn, Pakistan.11

th 8: Cc th trng ln nht Chu ca tp ch Asia Pacific

Cellular-news

11Ngun: Largest Mobile Markets, Asia Pacific Cellular-news


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Ngun: Largest Mobile Markets, Asia Pacific Cellular-news

3.1.2 Gi cc dch v ngy cng gim dn

Thi im nm 2000, in thoi di ng l mt th hng ha xa x,ch

ph hp vi nhngngi c thu nhp cao, cng vic bt buc i hi.Khi mc cc quy nhban u cho TD ni vng l 3.500/pht, lin vng l

6.000/pht; cch vng l 8.000/pht. n ngy 2/10/2001, tr cc ni

vng vn gi nguyn, cc lin vng gim xung cn 5.000/pht, cc cch

vng cn 6.500/pht. Ngoi ra, cn gim cc gi vo khong thi gian t

23 gi m hm trc n 7 gi sng hm sau.ng thi cc di ng tr

sau gim mnh. Cc thu bao gim 25%, t 200.000 ng xung 150.000

ng, cc ho mnggim 5,5%, cc thng tin cng gim trung bnh gn

10%. Cc thng tin trong nhng ngy ngh gim ti 50%.

Ngy 1/4/2003, B BC-VT li ra quyt nh gim mi loi cc vin

thng. Quan trng nht l quyt nh v vng tnh cc ca dch v TD:

gii hnli, chia thnh hai vng thay v ba vng nh trc y. Gi cc thu

bao dch v TD tr sau cn 120.000/thng (trc l 150.000/thng), gi


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cc gi Vng 1 vn gi nguyn 1.800/pht, Vng 2 gim cn 2.700/pht.

Mc cc ny gim khong 34% so vi trc y.

i vi dch v di ng tr trc, cc ni vng gim cn 3.300/pht

(gim 200 ng); cch vng cn 4.200/pht (gim 800 ng i vi Vng 2

v 2.300 ng i vi Vng 3). i vi TD thu bao ngy, cc thu bao

ngy cn 2.700/ngy (gim 300 ng); cc gi ni vng l 2.100/pht;

cch vng cn 3.100/pht (gim 400 ng i vi Vng 2, gim 1.400 ng

i vi Vng 3).

Sang nm 2004, khi m Viettel v Sphone gia nhp th trng, mc

cc di ng tr trc, tr sau, ha mng, cc gi khuyn mi lin tc to ra.Nm 2004, gi ha mng ca Viettel ch bng 2/3 ca VNPT, c bit cch

tnh cc cuc gi theo block 6 giy thay v 30 giy nh VNPT mang li

li ch cho khch hng.

Cho ti nay, in thoi di ng tr ln ph bin hn bao gi ht, gn

nh bt c mt c nhn no cng s hu t nht mt chic in thoi. Hin ti,

Viettel khi u bn t gim gi cc ln. Bt u t ngy 01/12/2007,Viettel gim khong 15% gi cc cc dch v di ng tr trc v tr sau.

Tip n, ngy 01/8/2008, Viettel gim cc gi quc t chiu i t 8.000

ng xung cn 3.600/pht, a cc gi quc t (vn c coi l dch v

vin thng xa x: trc nm 2003 l 27.000 ng/pht, nm 2005: 9.800

ng/pht, nm 2008: 8.500 ng) ca Vit Nam nm trong nhm nhng

nc c mc cc gi thp nht th gii. Gn y nht, t 01/06/2009,Viettel tip tc khi u cho t sng gim gi cc mi bng vic gim

cc thu bao thng ca cc gi tr sau xung cn 50.000 ng/thng (so vi

mc gi c 59.000 ng/thng); cc gi ni mng v ngoi mng cng gim

100/mi pht gi; vi cc gi cc tr trc (Economy, Tomato, Ciao,

Happy Zone; Daily, Cha v Con) gi cng c iu chnh gim t 10

30% cho mi hng mc cc gi.


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Gn y nht l ngy 01/02/2010, Cng ty Vin thngViettel s thc

hin chnh sch gim cc cho tt c cc gi cc di ng (tr trc v tr

sau) vi mc gim trung bnh 15%, trong mc gim cao nht ln ti

20%.12Vic Viettel gim gi mnh nh th khin cc nh mng khc ca

VNPT, Sphone, m in hnh nht l lnh mi Beeline khng ngng gim

gi theo, a mc gi cc trung bnh ca in thoi ngy cng gim mnh.

3.1.3. Cht lng cng ngh, dch vgia tng ngy cng tng ln

Cht lng l mt trong nhng yu t then cht trong vic pht trin

bt k sn phm no, dch v di ng cng khng nm ngoi loi tr . Khi

m th trng ang sp ti mc bo ha nh hin nay, cht lng dch vchnh l nhn t quan trng nht trong vic gi khch hng c, thu ht c

lng khch hng mi. Trc y, trong giai on c quyn ca VNPT, vic

lin lc ch trong ni mng hoc t hai mng anh em l Vinaphone v

Mobiphone nn vic kt ni kh d dng. Nhng cng l l do m cc dch

v gia tng, cng ngh khng c iu kin pht trin vi s lng gi cc rt

hn ch nh Vinacard. Cc dch v gia tng nh GPRS, ti nhc chung, hnhnn, tin nhn MMS,hp th thoi, chtkhng th pht trin. Hin ti, vi

nh mng cung cp, s lng cc gicc la chn l rt nhiu, cc dch

v gia tng k trn, c bit nhng dch v tin tin nh cng ngh 3G l

truy cp Internet tc cao, video call pht trin rt mnh. Ngy

12/10/2009 mng di ng VinaPhone chnh thc a dch v 3G ra th

trng, tr thnh nh mng u tin cung cp dch v 3G ti Vit Nam. Tiptheo l ngi anh em MobiFone cung cp dch v 3G cho ton b cc khch

hng ang s dng dch v MobiFone trn ton quc k t 0h ngy

15/12/2009. n ngy 25/3/2010 ti lt Viettel chnh thc cung cp dch v

mng 3G tt c 63 tnh thnh trn c nc.

12Ngun: Websitehttp://www.adslviettel.com/viettel-giam-den-20-cuoc-dich-vu-di-dong.html ngy27/1/2010
http://www.adslviettel.com/http://www.adslviettel.com/http://www.adslviettel.com/viettel-giam-den-20-cuoc-dich-vu-di-dong.htmlhttp://www.adslviettel.com/viettel-giam-den-20-cuoc-dich-vu-di-dong.htmlhttp://www.adslviettel.com/viettel-giam-den-20-cuoc-dich-vu-di-dong.htmlhttp://www.adslviettel.com/viettel-giam-den-20-cuoc-dich-vu-di-dong.htmlhttp://www.adslviettel.com/


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Xt v so snh cht lng, theo cc kho st v trao thng ca tp ch

Echip Mobile nhng nm gn y, MobiFone l nh cung cp mng thng tin

di ng u tin v duy nht ti Vit Nam (2005-2008) c khch hng yu

mn, bnh chn cho gii thng mng thng tin di ng tt nht trong nm ti

L trao gii Vietnam Mobile Awards do tp ch Echip Mobile t chc. c

bit trong nm 2009, MobiFone vinh d nhn gii thng Mng di ng xut

sc nht nm 2008 do B thng tin v Truyn thng Vit nam trao tng. Mt

s kt qu t c v cht lng nh sau y chng minh cho vic m

bo cht lng dch v di ng. Vi ch tiu v cht lng thoi, tiu chun

ngnh quy nh l cc mng di ng phi t ti thiu 3 im; 4 im l tt v5 im l tuyt vi. Vi cn c ny, Mobifone t 3,54 im; Vinaphone t

3,52 im v Viettel t 3,47 im (a im o kim c B TT&TT chn).

V ch tiu gi ti tng i thnh cng trong 60 giy th Mobifone 98,82%;

Vinaphone 98,82%; Viettel l 96,08%. ch tiu t l thit lp cuc gi thnh

cng, c 3 mng u gn nh t ti mc ti a c th ca mt mng di ng,

trong Vinaphone t t l 99,63%; Viettel t 99,08% cn Mobifone t98,97% trong khi tiu chun ngnh ch hn hoc bng 92%. Vi ch tiu t l

cuc gi b rt, tiu chun ngnh quy nh l nh hn 5% tr xung th

Viettel l tt nht vi t l 0,31%, tip theo l Mobifone vi t l 0,42% v

ca Vinaphone l 0,47%, u thp hn t l tiu chun quy nh.13

3.2. Hn ch:

3.2.1. S lng thu bao tr trc, thu bao o, sim rc nhiu

Cc nh u t nc ngoi c nh u t vo Vit Nam th iu kh

khn u tin chnh l thu thp s liu v th trng. Gia s liu B Thng

13Ngun: Kt qu kim tra cht lng dch v in thoi trn mng vin thng c nh mt t nm 2009,cc qun l cht lng thng tin v truyn thng, B Thng tin v Truyn thng.


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tin v Truyn thng cng b v th phn, s thu bao v s liu ca cc nh

mng t cng b bao gi cng c vnh. Ln lt Vinaphone, Mobiphone,

Viettel u t nhn mnh l cng ty c th phn ln nht Vit Nam. Trong

bn bo co gi Tp on Bu chnh Vin thng Vit Nam (VNPT),

VinaPhone cng khai th phn di ng ca mnh vo thng 12/2009 l 30,3%

v ng th 2 ti Vit Nam, sau Viettel. Nh mng ny cng khng nh 2009

l mt nm pht trin vt bc ca VinaPhone trong vic pht trin thu bao,

tng th phn v chim c cm tnh ca khch hng . Bo co ca

VinaPhone khin rt nhiu ngi t cu hi khng hiu mng di ng ny

ly s liu t u phn chia th phn cho mnh. Bi theo s liu ca chnh"ng b" VNPT, th phn ca VinaPhone n cui nm 2009 ch t 23,88%.

Vi th phn ny, VinaPhone ch ng th 3, sau Viettel v ngi anh em

MobiFone.

Hin ti, cha c mt bo co c lp no nghin cu v th trng

vin thng di ng Vit Nam, nhng phn tch ca trang thng tin VnMedia,

c ti khong 50% thu bao thng k ca cc mng l thu bao o. Mt thct ng lo ngi l hin nay, kho s di ng th lin tc chy nhng thu bao

di ng o, sim rc vn pht trin trn lan.

Theo s liu cng b ca B Thng tinv Truyn thng, n ht thng

10/2009, Vit Nam hin c 113,5 triu thu bao in thoidi ng v c nh,

t mt 132,5 my/100 dn, trong , di ng chim 86,95% vi gn 100

triu thu bao. Gn 100 triu thubao cho 7 mng di ng hinang cung cpdch v trn thtrng Vit Nam. Theo mt chuyn gia vin thng, nu vi

cch tnh l thuyt, mi mt u s di ng c cp cho doanh nghip hin

nay tng ng vi 10 triu thu bao, thng thng, hiu sut s dng c

cho l ti u nht vo khong 70-80%, iu ny c ngha mi u s doanh

nghip c th c khong 7-8 triu thu bao mi.
http://www.vatgia.com/438/mobile.htmlhttp://www.vatgia.com/438/mobile.htmlhttp://www.vatgia.com/438/mobile.html


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V vi con s khong 100 triu thu bao di ng ca Vit Nam hin

nay s tng ng vi khong 10-12 m mng di ng. Th nhng, thc t

khng phi nh vy. Tr cc mng di ng vn mi ch c mt u s c

cung cp l Sfone, EVN Telecom, Vietnamobile v Beeline, hin ba mng di

ng VinaPhone, MobiFone v Viettel ang c trong tay ti thiu 6 u s.

Trong khi , theo s liu ca t bo in t Vn Media, tnh ti thi

im ngy 07/11/2009, Vit Nam ang c khong 50 triu thu bao ang hot

ngng ngha vi vicang tn ti mt lng thu bao o, sim rc kh ln

trn th trng di ng. Thc t trn gy nn s lng ph v ti nguyn kho

s ca nh nc, v hnh chung lm tn thm chi ph duy tr thu bao trn hthng ca doanh nghip.

Bn cnh , s lng thu bao tr trc trn th trng l rt nhiu,

theo s liu bo co ca hng nghin cu th trng RJB Consultants Limited

(Hong Kong) th c ti 95% s lng thu bao l tr trc. nhng nc c

nn vin thng pht trin mnh nh Nht Bn, s lng thu bao tr trc ch

l 2 n 3%, chnh iu ny gy ra nhiu kh khn trong nghin cu vtip cn th trng. S lng thu bao tr trc ang c xu hng tng ln khi

cc nh cung cp dch v ua nhau h gi th sim v tung ra cc chng trnh

khuyn mi hp dn nhm chim lnh th phn. Cc nh cung cp dch v cho

rng, vi nhng khch hng khng thch rng buc bi cc hp ng hoc vi

nhng ngi thch di chuyn t mng ny sang mng khc th dch v tr

trc c coi l xu hng h la chn. Theo quy nh, i vi thu baotr sau, khi khch hng ha mng, h buc phi c chng minh th, h khu

v cc giy t ty thn khc. Tuy nhin, i vi thu bao tr trc, khch

hng ch cn in tn tui vo mt bn khai nu ra cc bu cc, bu in

ng k s dng dch v. Mua th sim i l cng cng thm ch khng cn

th tcg. V s d dng ny, s lng cc thu bao in thoi v danh ngy

cng tng ln.


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Ngoi chc nng lin lc, in thoi di ng cn c kh nng dn

ng, thanh ton cc dch v cng cng v lin quan n nhiu vn an

ninh khc. Do vy, vic qun l cc thu bao in thoi cng tr thnh vn

cp bch. Mt s nc nh Thi Lan, Malaysia hay Indonesia thc hin

chnh sch qun l thu bao di ng mt cch cht ch hn.

Ngy 24/6/2009, B Thng tin & Truyn thng ra Thng t

22/2009/TT-BTTTT quy nh v vn ny. Theo , ti khon 9, iu 7 quy

nh: Mi c nhn ch c s dng h chiu, chng minh th ca mnh

ng k ti a 3 s thu bao di ng tr trc ca mi mng thng tin di

ng. Cng trong Thng t ny quy nh r: K t 1/1/2010, thu bao ding tr trc khng ng k thng tin thu bao theo quy nh hoc cung cp

thng tin khng chnh xc s b chm dt hot ng. Cc thu bao ny mun

s dng li dch v phi lm th tc nh i vi thu bao mi

3.2.2. Doanh thu bnh qun trn mi thu bao (ARPU) ca Vit Nam thp

Doanh thubnh qun trn mi thu bao (ARPU) ca Vit Nam ch

mc 4 USD/thng14

, thuc nhm cc nc c ARPU thp nht chu trongkhi con s ny vn ang gim nhanh. Theo nghin cu ny, ARPU ca Vit

Nam ch mc 4 USD/thng, thp hn rt nhiu so vi cc nc pht trin.

Vit Nam thuc nhm cc nc c ARPU thp nht chu . ng ni l

hin nay mc ARPU ca Vit Nam ang tip tc gim st v gi cc cc

dch v ngy cng gim v cnh tranh trn th trng ngy cng tng. Cc

hng vin thng Vit Nam phi cnh tranh trong bi cnh ARPU ngy cnggim. Dch v d liu ang c cho s gip ci thin ARPU, tuy nhin hin

nay dch v d liu ca Vit Nam ch yu l cc hot ng nhn tin SMS, cc

dch v d liu phi SMS vn cn rt t. Tri vi Nht Bn, th trng c mc

ARPU cao nht chu vi gn 60 USD, ch khong 2-3% thu bao di ng

Nht Bn l tr trc.

14Ngun: Bo Bu in Vit Nam s 62 ra ngy 24/5/2010.


42/96


II. M hnh mng gi tr trong th trng vin thng di ng Vit Nam:

1. M hnh mng gi tr

1.1 Ngi chi chnh

Trong l thuyt tr chi, mng gi tr th nhn vt trung tm ca mng,

ngi ng vai tr quyt nh ton cuc chi khng ai khc chnh l ngi

chi chnh. Trong trng hp ny, ngi chi chnh l mt mng vin thng

nht nh. C th y l Viettel, Vinaphone, Mobiphones l ngi chi

chnh, l trung tm ca l thuyt tr chi. Mi chin lc, quyt sch, phn

ngca ngi chi chnh s chu nh hng ca bn nhn t cn li trong

mng. Ngi chi chnh c quyn lc c bit v mt s ch ng trongchin lc ca mnh khi h c th a ln lt khch hng, nh cung cp, sn

phm b tr v c i th cnh tranh vo cuc. Vi khch hng, th bn s c

thm th trng mi, chic bnh th phn cho tt c tng ln. Vi nhiu nh

cung cp, khng nh cung cp c v tr quan trng tuyt i v iu ny t

ngi chi vo v tr cao hn khi m phn vi nh cung cp. Mt iu l

y chnh l vic a thm cc i th cnh tranh vo th trng, tn dng tia nhng li ch ca cnhtranh mang li, c bit l xc tin cnh tranh trong

xuyn sut ni b t chc ca bn.

1.2. Khch hng

Trong nn kinh t th trng nh hin ti th khch hng c vai tr c

bit quan trng trong chin lc ca cng ty, l yu t quyt nh n s tn

ti v pht trin ca doanh nghip. Vy khch hng ca cc mng vin thngdi ng l ai? Khch hng l nhng ngi c nhu cu s dng cc dch v

vin thng di ng v c kh nng chi tr cho cc dch v mnh s dng.

Khi xem xt cc s liu di y, chng ta s hiu chi tit hn v cc khch

hng thng .

Theo s liu ca Tng cc thng k cng b vo ngy 31/12/2009 th

dn s Vit Nam tgn 85,8 triu ngi v lnc ng dn th 12 trn


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th gii sau Trung Quc, n , M, Indonesia, Brazil, Pakistan,

Bangladesh, Nigeria,Nht Bn, Mexico, Philippines. c bit hn, Vit Nam

ang nm trong nhm cc nc c dn s tr, ng thi c c cu dn s

vng khi m ch s ph thuc gim di 50%. Tng t sut ph thuc c

xc nh bng s ngi trong tui di 15, cng vi s ngi trong tui

t 65 tr ln chia cho s ngi trong tui 15-64. y l giai on m trong

, 2 ngi trong tui lao ng ch cng mt ngi ph thuc. Bn cnh

, thu nhp bnh qun ca ngi Vit Nam cng uc ci thin r. GDP bnh

qun u ngi tnh bng USD t 289 USD nm 1995 ln 402 USD nm

2000, ln 639 USD nm 2005, ln 1.024 USD nm 2008, cng vi nhu cucao v thng tin lin lc c nhn l nhng tin quan trng to ra lc lng

khch hng ln, a dng cc nh mng c th cung cp.

1.3.Nh cung cp

Trong mng gi tr, cc ngun lc nh vt t v lao ng c chuyn

t nh cung cp n cho cng ty v hng ha dch v c cng ty giao cho

khch hng ca mnh. Nhng c s h tng thit yu nh cc trm, ct tipsng, chuyn pht sng, nhng ngi cp vn nh cc ngn hngcng vi

i ng cn b, cng nhn vin, ngun nhn lc ca cc cng ty vin thng

chnh l nh cung cp trong mng vin thng di ng. Nu nh vic lng nghe

v lm hi lng khch hng l ti nay tr ln thng dng th n nay n

vn cha c p dng vi nh cung cp. Quan h vi nh cung cp cung

quan trng nh trong quan h vi khch hng. Cc cng ty vin thng mtmt va l i th cnh tranh ca nhau nhng mt mt khc cng l nhng

ngi b tr trong mi tng quan vi cc nh cung cp cc c s h tng

mng. y, vic a nh cung cp vo trong tr chi c th thc hin c

bng cch thnh lp ra lin minh mua hng, a sc mnh th trng thuc v

pha ngi chi chnh.

1.4. Ngi b tr


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Trong trc i xng cn li th ngi b tr v i th cnh tranh ng

vai tr i xng vi nhau. Cc cng ty vin thng di ng mc d cnh tranh

quyt lit vi nhau v th phn, doanh s, nhng ng thi cng l nhng

ngi b tr cho nhau trc tin trong vic to ra th trng vin thng di

ng. Khi c nhiu cng ty cung cp hn th mi c nhn s c nhiu la

chn ph hp cho mnh hn, nh th trng chung s ngy cng c m

rng. Vy bn cnh cc cng ty vin thng di ng , cn c nhng ngi

no khc na? u tin l nh sn xut v phn phi in thoi di ng. Khi

s lng in thoi di ng tr nn nhiu, phong ph a dng v chng loi,

gi thnh h th s lng ngi s dng cc dch v vin thng di ng cngtng ln nhanh chng. Chnh v vy, cc cng ty vin thng di ng nc

ngoi thng cung cp min ph cc loi in thoi, k cc dng t tin, cao

cp nh Iphone 3GS, Nokia N97 cho ngi tiu dng vi iu kin h phi

cam kt s dng dch vmng trong mt thi gian nht nh. Vit Nam, ba

cng ty ln l Vinaphone, Viettel, Mobiphone ln lt a ra dch v cung

cp dng in thoi Phone 3GS l chic in thoi nhanh nht v mnh nhttrong cc dng Iphone, c trang b cc tnh nng mi vt tri hn bao

gm tc v cu hnh c nng cp vi hn 150.000 ng dng t nhng

tr chi, mng x hi, lp k hoch ti chnh cho n qun l sc khe . Vic

ln lt VinaPhone, Viettel, Mobiphone phi hp

hone 3GS trn th trng Vit nam l bc tin mi trn th trng. S

kt hp gia cc mng cung cp cc dch v 3G v nhng chic in thoithng minh, a phng tin s dng nhiu ng dng mng 3G l mt s kt

hp hon ho.

Bn cnh , mt nhn t cng ng vai tr l ngi b tr khng km

phn quan trng chnh l cc cng ty cung cp ni dung s (vit tt l CP)

chuyn cung cp cc dch v nh dch v ti nhc, chung, hnh nh, n nay,

thu bao c th xem kt qu x s, bng , gi TD, bi ton, truyn ci,


45/96


tm bn bn phng, d on kt qu bng , tham gia tr chi may mn .

c bit vi nhng tin ch ca 3G vi h nh truy cp Internet di ng v

cc dch v a phng tin (ti nhc, mobile tivi, ti phim, ti game, chi

game trc tuyn, sch in t, bo ch) v video th vic cc cng ty ny

pht trin s c tc dng rt ln cho vic pht trin cc mng di ng. Khch

hng s nh gi mng di ng cao hn rt nhiu khi c cc cng ty cung cp

dch v s nh trn i cng.

1.5.i th cnh tranh

Trong mng gi tr, i th cnh tranh nm i xng vi ngi b tr

qua ngi chi chnh. Theo khi nim, ngi chi s l i th cnh tranh cabn nu khch hng nh gi sn phm ca bn thp hn khi h c c sn

phm ca ngi so vi khi ch c sn phm ca bn. T khi nim ny,

chng ta c th ch ra c cc i th cnh tranh vi mt cng ty di ng.

khng ch n thun l cc cng ty cung cp dch v mng di ng ni b

ngnh khc, m cn l cc cng ty cung cp dch v in thoi c nh, dch

v thng tin Internet cc vng nng thn, nhu cu s dng in thoi ding cha cao, cng vi gi cc r nn dch v in thoi di ng pht trin

rt mnh. Tng t nh vy, mt c nhn s s dng cc ng dng trn mng

Internet nh Yahoo, Facebook trao i, ni chuyn thay v s dng cc

dch v di ng. V pha cung, cc mng di ng cng cnh tranh vi nhau v

nhn vin, c bit i vi i ng k s, lnh o. Trong nn kinh t th

trng hin ti, c bit l trong cc ngnh vin thng, mc cnh tranhgia cc cng ty l rt khc lit. Tuy vy, nu ch cho rng y lun lun l

mt cuc chin vi cc i th th cnh tranh th chng ta mi hiu c mt

na ca vn . i khi cch tip cn thng - thua dn n mt chin thng

phi trci gi qu t, ri thng thua li tr thnh cng thua. Cch thc

tt nht l tm ra cc c hi cng thng vi i th cnh tranh


46/96


III. S dng l thuyt tr chi trong phn tch chin lc kinh doanh ca

cc doanh nghip vin thng di ng ti Vit Nam:

1.iu tra tm hiu nhu cu s dng dch v vin thng di ng:

phc v cho phn phn tch ny nhm nghin cu thc hin cuc

iu tra tm hiu v nhu cu s dng dch v vin thng di ng. Lng mu

tin hnh l 300. Nhm nghin cu tin hnh iu tra 3 khu vc: thnh ph

H Ni, thnh ph Hi Phng, v mt lng Bc Ninh. Qua kim tra cho thy

t l chn cc phng n ca khch hng l tng ng nhau cc khu vc

i vi tng cu hi ( tr cu 1 ).

Ni dung phiu iu tra:

Cu 1: Bn ang s ng dch v vin thng ca hng no?

Mobiphone Viettel

Vinaphone Hng khc

Cu 2: L do chn dch v ca hng ny?

Gi cCht lng

Ngi khc t vn

L do khc

Cu 3: Mc hi lng i vi hng bn ang s dng dch v

Rt hi lng

Bnh thng

Khng hi lng

Cu 4: Bn ang s dng dch v tr trc hay tr sau?

Tr trc Tr sau

Cu 5:Mt thng bn s dng ht bao nhiu tin cc?

Di 50.000 T 150.000 n 500.000


47/96


T 50.000 n 150.000 Trn 500.000

Cu6:Bn thch loi u s no hn?

u s 09

u s 01

u s no cng nh nhau

Cu 7: Bn c nh i s trong tng lai? (Hng ngang l u s inthoi bn ang s dng; Ct dc l nh i s trong tng lai)

u s 09 u s 01

S i s

Khng bao gi

Cu 8: S hng vin thng m bn s dng:

1 mng duy nht

2 3 mng

Ln hn 3 mng

Cu 9: Bn c thng xuyn s dng cc dch v gi tr gia tng?

Khng bao gi

t khi

Thng xuyn

Cu 10: Cc loi dch v gi tr gia tng m bn thng s dng:

Lt web

Ti nhc Chi game

Xem truyn hnh trc tuyn

Cc loi dch v khc


48/96


Kt qu thu thp c nh sau:

Cu 1: Bn ang s dng dch v vin thng ca hng no?

Mobifone Vinaphone Viettel Mng khc

67 74 144 15

S phiu tr li: 300. B qua: 0

Cu 2: L do chn dch v ca hng ny?

Gi c Cht lng Ngi khc t

vn

L do khc

96 115 37 48


Cu 3: Mc hi lng i vi hng bn ang s dng dch v

Rthilng Bnhthng Khng hi lng

82 174 16


Cu 4 kt hp vi cu 5:

Tr trc Tr sau

Di 50.000 30 2

T 50.000 150.000 138 9

T 150.000 500.000 42 35

Trn 500.000 4 17S phiu tr li: 277. B qua: 23

Cu 6: Bn thch loi u s no hn?

u s 09 u s 01 Nh nhau

234 29 37

S phiu tr li: 300. B qua:0


49/96


Cu 7: Bn c nh i s trong tng lai?

u s 09 u s 01S i s 3 35

Khng i s 198 64


Cu 8: S hng vin thng m bn s dng:

1 hng 2-3 hng Ln hn 3 hng

113 155 17


Cu 9: Bn c thng xuyn s dng cc dch v gi tr gia tng?

Thng xuyn t khi Cha bao gi

59 128 78


Cu 10: Loi hnh dch v gi tr gia tng no bn hay s dng?

Lt web Ti nhc Chi game Truyn hnh

trc tuyn

Loi hnh

khc

122 59 28 13 19


2.Din bin chung ca th trng:2.1. S m phng trong cc hnh thc khuyn mi, gim gi:

Trn th trng vin thng di ng Vit Nam, mt iu c th d dng

nhn thy l cc hng phn ng rt nhanh trc cc chiu thc khuyn mi,

gim gi v cc dch v gi tr gia tng ca i th. C th ni t khi Viettel

bt u cuc chi n khi cc tiu gia khc nh HTmobile, Gtel bc chn

vo th trng th cuc chin v gi din ra ht sc nng bng v khc lit.


50/96


2.1.1. S m phng lnh mnh:

Tng doanh thu: Trong kinh doanh, cc hng thng hn ch ti a v

chin tranh gi v y ch l bin php hi hu. Tuy nhin thc t cho thy giai

on t nm 2004 n nay cc doanh nghip mt doanh thu khng l. Li gii

tt nht cho bi ton ny c l l do gi cc vin thng tng i cao (nm

2003 gi cc t 3.000 - 4.000/pht ). Hn na vin thng di ng l th

trng c cu tng i co gin vi gi. Bn iu tra v l do chn nh cung

cp dch v ca cc khch hng em li kt qu sau:L do Gi c Cht lng Ngi khc t vn L do khc

S phiu 96 115 37 48

Tl 32,43% 38,85% 12,50% 16,22%

Nh vy, theo kt qu iu tra c hn 31% ngi chn hng cung cp

dch v v l do gi c. Tuy nhin, theo nhn nh ca chng ti th nu surveyny thc hin t cch y 3 n 4 nm v trc th t l khch hng chn l do

gi c cn ln hn nhiu.

Khi Viettel bt u gim gi, hng s thu ht c mt lng khch

hng t i th VNPT v cc khch hng mi gia nhp th trng. Kt qu l

trong vng cha y 1 nm t c mc 1 triu thu bao. i vi VNPT,

gi y th trng vin thng khng ch l sn chi ca ring h viMobifone, Vinaphone na. V vy, tip tc gi gi c ngha l nhng li th

phn cho i th. VNPT buc phi gim gi gi khch hng ca mnh, v

cng thu ht thm khch hng mi. Vic gim gi ca VNPT tip tc to

ng lc cho Viettel tip tc chin lc gim gi. Trong cuc chin gi ny,

c hai cng thua trong vic gi cc gim xung, tuy nhin ci cng thng

li ln hn nhiu. l mt lng khch hng v l do gi c m cha gia


51/96


nhp th trng. Nu vo nm 2001, khi trn th trng ch c hai mng l

Vinaphone, Mobiphone vi 800.000 thu bao di ng, tc pht trin rt

chm, di 10%, mt trung bnh t 1,02 my/100 ngi th bc sang

nm 2010, chng ta c 7 nh mng ang cung cp dch v, hn 86 triu thu

bao di ng, mt t 100 thu bao/100 ngi, tc tng trung bnh l

87,5 %/nm. (Biu 5). Chnh v vy doanh thu ca dch v ny khng

ngng tng ln:

Nm 2006 2007 2008

Doanh thu ( Triu

USD)

1.547,47 2.306,98 3.250,77

( S liu t th 2: Doanh thu dch v di ng cc nm 2006, 2007, 2008)

Ngoi ra cuc chin gi ny cn c ngha rt ln n i sng ngi

dn. Nhiu ngi c tip cn vi dch v vin thng di ng. l bc

i ln khng ch v mt kinh t i vi cc doanh nghip vin thng m cn

l mt nh du cho s pht trin ton din ca t nc. Hin nay c tnhth trng VN vn cn khong 20 triu ngi cha s dng in thoi di

ng, tng ng vi khong 30 triu thu bao. Tuy nhin, i tng khch

hng ny li nm trong phn khc th trng bnh dn. Ngha l cc thu bao

ny thuc nhm c thu nhp thp v thch khuyn mi cao. Do , thu ht

lng khch hng ny cn tip tc c nhng chnh sch gi v khuyn mi

hp l. Tuy nhin, khi th trng

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