[YRC]-Ung Dung Thuong Mai Dien Tu Trong Hoat Dong Kinh Doanh Cua Cac Doanh Nghiep Gom Su Bat Trang

7/31/2019 [YRC]-Ung Dung Thuong Mai Dien Tu Trong Hoat Dong Kinh Doanh Cua Cac Doanh Nghiep Gom Su Bat Trang

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B gio dc v o toTrng i hc Ngoi Thng

Cng trnh d thi Cuc thi

Sinh vin nghin cu khoa hc trng i hc Ngoi Thng

Nm 2008

Tn cng trnh: NG DNG THNG MI IN T

TRONG HOT NG KINH DOANH CA

CC DOANH NGHIPGM S BT TRNGNhm ngnh:XH1b

H v tn sinh vin 1: L Th Mai Khuyn N Dn tc: KinhLp: A2 Kha K45 Khoa Qun tr kinh doanh

H v tn sinh vin 2: Nguyn Hong Lan N Dn tc: KinhLp: A1 cht lng cao Kha K45 Khoa Qun tr kinh doanh

H v tn sinh vin 3: Dng Minh Thng Nam Dn tc: KinhLp: Nht 1 Kha K45 Khoa Qun tr kinh doanh

Ging vin hng dn :

Thc s NGUYN TNG ANH - Trng b mn Kinh t Vi m, Khoa

Kinh t v Kinh doanh quc t, Trng i hc Ngoi Thng CS 1 H Ni


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MC LC

Li ni u 11. Tnh cp thit ca ti 12. i tng, phm vi nghin cu 33. Phng php nghin cu 3

Chng I. Tng quan v Thng mi in t 41. Khi nim 41.1. Khi nim hp 41.2. Khi nim rng 5

2. Cc loi hnh giao dch Thng mi in t 62.1. Th trng B2B (business to business) 72.2. Th trng B2C (business to customer) 7

3. Li ch ca thng mi in t 83.1. Thu thp c nhiu thng tin 8

3.2. Gim chi ph sn xut 93.3. Gim chi ph bn hng, tip th v giao dch 93.4. Xy dng quan h vi i tc 103.5. To iu kin sm tip cn kinh t tri thc 10

4. Nhng tr ngi i vi doanh nghip khi ng dng TMT 104.1. An ninh, an ton trong giao dch 114.2. Thanh ton in t 124.3. Nhn thc x hi 134.4. Mi trng php l 14

4.5. Ngun nhn lc CNTT 15Chng II. Hin trng ng dng TMT ca cc doanh 17nghip gm s Bt Trng

1. Tng quan v lng gm Bt Trng 171.1. Lch s lng ngh v dn c 171.2. Sn phm 181.3. Hot ng sn xut kinh doanh 20

2. S cn thit phi ng dng TMT vo hot ng kinh doanh ca 23cc doanh nghip gm s Bt Trng

3. Hin trng ng dng TMT ca cc doanh nghip gm s Bt 24Trng

NG DNG THNG MI IN T TRONG HOT NG KINH DOANHCA CC DOANH NGHIP GM S BT TRNG


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3.1. Thc trng 243.2. nh gi 31

3.2.1. Nhng mt tch cc 31

3.2.2. Nhng hn ch 313.2.3. Xc nh nguyn nhn 34

Chng III. Gii php 371. Phng hng pht trin kinh doanh gm s Bt Trng 372. Gii php c th 38

2.1. Doanh nghip 382.2. Hip hi gm s 412.3. Nh nc 422.4. xut ca nhm tc gi 44

Kt lun 50

Ph lcPh lc 1. Website cc doanh nghip gm s Bt Trng iPh lc 2. Hnh nh lng ngh gm s Bt Trng viPh lc 3. Mt s sn phm ca lng ngh x

Danh mc Ti liu tham kho xiii



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LI NI U

1. Tnh cp thit ca ti

Bt Trng t lu c bit n l mt lng ngh th cng ni

ting v lu i vi trn 500 nm tui, thuc a gii hnh chnh huyn Gia

Lm, thnh ph H Ni. Trong vi nm tr li y, lng ngh c nhng

khi sc ng k. Nh nhng n lc t pha a phng v h tr ca nh

nc, cng ng lc nn kinh t th trng, Bt Trng khng ch thnh

cng trong vic khi phc li lng ngh truyn thng, m cn ha hn tim

nng pht trin kinh t cho a phng da vo chnh nhng sn phm

gm s ca mnh.

Nhc n Bt Trng khng th khng nh ti nhng sn phm gm

s tinh xo cng cht men tuyt ho c truyn li t i ny qua i

khc. Men ngc, men rn, men gio, men lam l nhng lp o tuyt m

khoc ln nhng sn phm Bt Trng mang m hn t, hn ct. Du

khch nc ngoi n vi Bt Trng v cng m m trc v p ca

nhng tc phm gm ni y. Bt kp vi nhu cu ca th trng nc

ngoi mi m y tim nng, Bt Trng v ang y mnh vic xut

khu sn phm ca mnh. Nhiu doanh nghip nhy bn nhanh chng

nm ly c hi, xc tin tm kim n t hng nc ngoi, m rng th

trng cho gm Vit ni chung, gm Bt Trng ni ring.

Tuy nhu cu ca th trng th gii i vi sn phm gm s p ni

ting nh Bt Trng l v cng trin vng, vic tip cn vi th trng



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nh th no, bng cch no va nhanh, li va mang li hiu qu kinh t

cao nht dng nh vn l iu kh i vi cc doanh nghip gm s hin

nay. Thng mi in t (TMT) l hnh thc kinh doanh ngy cng m

rng v ph cp trn ton cu. Qung b, gii thiu sn phm qua mng

in t, thm ch bn hng, thanh ton, chuyn khon qua h thng ton

cu ang dn tr thnh xu th tt yu ca nn kinh t th gii.

Cc doanh nghip gm s Bt Trng ca Vit Nam cng sm nhn

ra nhng tc dng to ln m TMT mang li. Trong vi nm gn y, cc

trang web ca h ln lt ra i tuy nhin nhng trang web ny cha mang

li hiu qu kinh t cho cc doanh nghip dn n tnh trng mt s trang

web phi ngng hot ng. Hin nay nc ta gia nhp vo t chc

thng mi th gii WTO, v vy hot ng thng mi quc t s ngy

cng pht trin. Th trng nc ngoi s l cc th trng ht sc tim

nng i vi cc doanh nghip gm s Bt Trng. Vic xy dng v pht

trin cc hot ng TMT tr thnh u tin hng u hin nay.

Do tnh cp thit ca vn , nhm chng ti xc nh i tngnghin cu trong ti ny l: ng dng Thng mi in t trong

hot ng kinh doanh ca cc doanh nghip gm s Bt Trng .

Trong , nhm nghin cu xin ch ra nhng vn ni cm trong vic

nhn thc v ng dng TMT cacc doanh nghip thng qua tm hiu thctin, thu thp s liu, phn tch, tng hp vn . Song song vi , chng

ti xin c a ra mt s bin php v kin ngh vi hy vng s gp phn gii

quyt c phn no nhng vn nan gii ang t ra trc mt ngnhkinh doanh gm s Bt Trng hin nay.



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2. i tng, phm vi nghin cu

i tng: hot ng TMT

Phm vi nghin cu: cc doanh nghip gm s Bt Trng

3. Phng php nghin cu

Tng hp v phn tch ti liu

Nghin cu tnh hnh hot ng kinh doanh ca doanh nghip gm

s Bt TrngKho st v iu tra



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Chng I. Tng quan v Thng mi in t

1. Khi nim

Thng mi in t (TMT) l mt khi nim mi. Mc d ra i

cha lu nhng n nhanh chng khng nh c v th ca mnh nh

sc hp dn cng nh pht trin kh ngon mc. Cng vi s pht trin

chng mt ca Internet, TMT ang c nhng bc tin rt nhanh vi tc

ngy cng cao.

Cui nhng nm 1990, TMT vn cn l mt khi nim kh mi m nc ta. Nhng di sc lan ta rng khp ca TMT, cc cng ty Vit

Nam cng ang tng bc lm quen vi phng thc kinh doanh hin i

ny.

hiu r khi nim Thng mi in t c dng ph bin nh

hin nay khng phi l iu d dng. C rt nhiu khi nim c a

ra. Di y l 2 khi nim m chng ti cho l d hiu v r rng hn c.

1.1. Khi nim hp

Theo ngha hp, thng mi in t ch n thun b hp thng mi in

t trong vic mua bn hng ha v dch v thng qua cc phng tin in t,

nhtl qua Internet v cc mng lin thng khc. Vi cch hiu , T chc

thng mi th gii v T chc hp tc kinh t Chu Thi Bnh Dng

a ra hai nh ngha ca mnh v TMT:

Theo T chc Thng mi th gii (WTO), "Thng mi in t bao

gm vic sn xut, qung co, bn hng v phn phi sn phm c mua



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bn v thanh ton trn mng Internet, nhng c giao nhn mt cch hu

hnh, c cc sn phm giao nhn cng nh nhng thng tin s ho thng

qua mng Internet".

Theo U ban Thng mi in t ca T chc hp tc kinh t chu -

Thi Bnh Dng (APEC), "Thng mi in t l cng vic kinh doanh

c tin hnh thng qua truyn thng s liu v cng ngh tin hc k

thut s".

1.2. Khi nim rng

Theo ngha trong lut mu v Thng mi in t ca y ban Lin Hp

quc t v Lut Thng mi Quc T (UNCITRAL):

Thut ng Thng mi cn c din gii theo ngha rng bao

qut cc vn pht sinh t mi quan h mang tnh cht thng mi d c

hay khng c hp ng. Cc quan h mang tnh thng mi bao gm cc

giao dch sau y: bt c giao dch no v thng mi no v cung cp

hoc trao i hng ha dch v; tha thun phnphi; i din hoc i l

thng mi, y thc hoa hng; cho thu di hn; xy dng cc cng trnh;

t vn; k thut cng trnh; u t; cp vn; ngn hng; bo him; tha

thun khai thc hoc t nhng; lin doanh cc hnh thc khc v hp tc

cng nghip hoc kinh doanh; chuyn ch hng ha hay hnh khch bng

ng bin, ng khng, ng st hoc ng b.

Nh vy, c th thy rng phm vi ca Thng mi in t rt rng,

bao qut hu ht cc lnh vc hot ng kinh t, vic mua bn hng ha v

dch v ch l mt trong hng ngn lnh vc p dng ca Thng mi in

t. Theo ngha hp thng mi in t ch gm cc hot ng thng mi



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c tin hnh trn mng my tnh m nh Internet. Trn thc t, chnh cc

hot ng thng mi thng qua mng Internet lm pht sinh thut ng

Thng mi in t.

Thng mi in t gm cc hot ng mua bn hng ha v dch

v qua phng tin in t, giao nhn cc ni dung k thut s trn mng,

chuyn tin in t, mua bn c phiu in t, vn n in t, u gi

thng mi, hp tc thit k, ti nguyn mng, mua sm cng cng, tip

th trc tuyn ti ngi tiu dng v cc dch v sau bnhng. Thng mi

in t c thc hin i vi c thng mi hng ha (v d nh hng

tiu dng, cc thit b y t chuyn dng) v thng mi dch v (v d nh

dch v cung cp thng tin, dch v php l, ti chnh); cc hot ng

truyn thng (nh chm sc sc khe, gio dc ) v cc hot ng mi (v

d nh siu th o). Thng mi in t ang tr thnh mt cuc cch

mng lm thay i cch thc mua sm ca con ngi.

2. Cc loi hnh giao dch Thng mi in t

Thng mi in t c 3 ch th tham gia: ngi tiu dng, doanh

nghip v chnh ph. C nhng hnh thc nh: B2B (Business To Business)

doanh nghip vi doanh nghip; B2C (Business To Consumer) doanh nghip

vi ngi tiu dng; G2C (Government To Consumer) chnh ph vi ngi

tiu dng; C2B (Consumer To Business) gi tiu dng vi doanh nghip

Tuy nhin y do mc ch tp trung vo Doanh nghip, c th l cc

doanh nghip sn xut, kinh doanh gm s Bt Trng nn chng ti ch cp

n 2 loi hnh giao dch thng mi in t l B2B v B2C.



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2.1. Th trng B2B (business to business)

"B2B" l: Thng mi in t B2B trc ht l qu trnh thc hin vic

mua v bn trc tuyn trn mng gia cc cng ty vi nhau, l ni m cc

cng ty c th mua bn hng ho trn c s s dng mt nn cng ngh

chung. Khch hng c th cho mua, cho bn sn phm ng thi c th

nhn c nhng gi tr gia tng nh dch v thanh ton hay dch v hu mi,

nhn cc bn tin tc kinh doanh, tham gia tho lun trc tuyn...Ngoi

ra, thng mi in t B2B cn c nhiu tc nghip khc gia cc cng ty vi

nhau trong c vic qun l dy chuyn cung ng, t nh cung cp n cng

ty v t cng ty ti khch hng.

2.2. Th trng B2C (business to customer)

"B2C" l: cc giao dch kinh doanh trc tip gia nh cung cp v

khch hng thng qua mng Internet. Giao dch loi ny cn c gi l giao

dch th trng gip doanh nghiptip cn vi ngi tiu dng t cho

bn cc sn phm hoc dch v ca h cho khch hng. Khi ni ti thng miin t B2C, mi ngi thng ngh n Amazon.com, mt cng ty bn

sch trc tuyn trn mng thnh cng nh bit s dng cng c Internet.

Tuy nhin, ngoi vic bn l trn mng, B2C pht trin c cc dch v nh

ngn hng trc tuyn, dch v du lch trc tuyn, u gi trc tuyn, thng tin

v sc kho v bt ng sn

Trn th gii, xu hng TMT B2B chim u th vt tri so vi B2C

trong vic chn chin lc pht trin ca cc cng ty kinh doanh trc tuyn.

B2B c coi nh l mt kiu phng giao dch o, ni s thc hin vic

mua bn trc tuyn gia cc cng ty vi nhau, hoc cng c th gi l sn

giao dch m ti , ccdoanh nghip c th mua bn hng ho trn c s



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s dng mt nn cng ngh chung. Khi tham gia vo sn giao dch ny,

khch hng c c hi nhn c nhng gi tr gia tng nh dch v thanh ton

hay dch v hu mi, dch v cung cp thng tin v cc lnh vc kinh doanh,

cc chng trnh tho lun trc tuyn v cung cp kt qu nghin cu v nhu

cu ca khch hng cng nh cc d bo cng nghip i vi tng mt hng

c th.

Ti Vit Nam, vi mc ch h tr cc cng ty nhanh chng lm quen

v tham gia vo TMT, vo ngy 26 thng 8 nm 2005, cng TMT quc

gia ECVN vi B Thng mi l c quan ch qun, c a ch ti website

chnh thc ra mt, qua nng cao sc cnh tranh ca doanh nghip trong

nc khi tin trnh hi nhp kinh t quc t ang din ra ngy cng su

rng trn phm vi ton cu. Cng giao dch vi ngn ng th hin l ting

Anh v ting Vit s rt thun tin cho cc cng ty trong qu trnh s dng

v tra cu.

3. Li ch ca thng mi in t

3.1. Thu thp c nhiu thng tin

Thng mi in t gip ngi tham gia thu thp c nhiu thng tin

v th trng, i tc, gim chi ph tip th v giao dch, rt ngn thi gian

sn xut, to dng v cng c quan h bn hng. Cc doanh nghip nm

c thng tin phong ph v kinh t th trng, nh c th xy dng

chin lc sn xut v kinh doanh thch hp vi xu th pht trin ca th trng

trong nc, khu vc v quc t. iu ny c bit c ngha i vi cc doanh

nghip va v nh, hin nay ang c nhiu nc quan tm, coi l mt trong

nhng ng lc kinh t.



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3.2. Gim chi ph sn xut

Thng mi in t gip gim chi ph sn xut trc ht l chi ph

vn phng. Cc vn phng khng giy t chim din tch nh hn rt nhiu,chi ph tm kim chuyn giao ti liu gim nhiu ln (trong khu in n

hu nh b hn). iu quan trng hn, vi gc chin lc, l cc nhn

vin c nng lc c gii phng khi nhiu cng on s v c th tp

trung vo nghin cu pht trin, s a n nhng li ch to ln lu di.

3.3. Gim chi ph bn hng, tip th v giao dch

Thng mi in t gip gim thp chi ph bn hng v chi ph tip th.

Bng phng tin internet/web, mt nhn vin bn hng c th giao dch

c vi rt nhiu khch hng, catalogue in t trn web phong ph hn rt

nhiu v thng xuyn cp nht so vi catalogue in n c khun kh gii hn

v lun lun li thi.

Thng mi in t gip ngi tiu th v doanh nghip gim ng k

thi gian v chi ph giao dch. Thi gian giao dch qua internet ch bng 7%

thi gian giao dch qua fax, vbng khong 0.5 phn nghn thi gian giao

dch qua chuyn pht nhanh, ch ph thanh ton in t qua internet ch bng

10% n 20% chi ph thanh ton thng thng.

Tng hp nhng li ch trn, chu trnh sn xut c rt ngn, v do

sn phm mi xut hin nhanh v hon thin hn.



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3.4. Xy dng quan h vi i tc

Thng mi in t to iu kin cho vic thit lp v cng c mi

quan h gia cc thnh vin tham gia vo qu trnh thng mi: thng quainternet, cc thnh vin tham gia c th giao tip trc tip v lin tc vi

nhau nh khng cn khong cch v a l v thi gian na; nh s hp

tc v s qun l u c tin hnh nhanh chng mt cch lin tc; cc

bn hng mi, cc c hi kinh doanh mi c pht hin mt cch nhanh

chng trn phm vi ton quc, ton khu vc, ton th gii v c nhiu c

hi la chn hn.

3.5. To iu kin sm tip cn kinh t tri thc

Trc ht, thng mi in t s kch thch s pht trin ca ngnh

cng ngh thng tin to c s cho s pht trin ca nn kinh t tri thc. Li

ch ny c ngha to ln i vi cc nc ang pht trin: nu khng

nhanh chng tip cn nn kinh t tri thc th sau khong mt thp k na,

nc ang pht trin c th b b ri hon ton. Kha cnh li ch ny mangtnh chin lc cng ngh v tnh chnh sch pht trin dnh cho cc nc

cng nghip ho.

4. Nhng tr ngi i vi doanh nghip khi ng dngTMT

So vi cc phng thc kinh doanh truyn thng, TMT phi i mt vi

nhiu tr ngi c th. Theo "Bo co thng mi in t Vit Nam nm2007 ca V TMT, B Cng Thng, hin ang tn ti 7 tr ngi ln nht

i vi vic ng dng TMT. Kt qu iu tra trn 2000 doanh nghip c

cho thy trong bng di y.



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Bng 1: nh gi ca doanh nghip v cc tr ngi cho ng dng TMT

Cc tr ngi im bnh qun2005 2006 2007

An ninh, an ton - 2,78 2,90

Thanh ton in t 3,27 3,19 2,84Nhn thc 3,32 3,23 2,74

Php l 3,11 2,64 2,55Nhn lc CNTT 2,95 2,45 2,54

Mi trng x hi v tp qun kinh doanh 3,09 2,45 2,48H tng CNTT v truyn thng 2,81 2,22 2,32

* Tnh trn thang im 4.

( Ngun: Bo co thng mi in t Vit Nam 2007 )

Trong nhng nm trc, vn nhn thc x hi lun c coi l tr ngi

hng u i vi vic trin khai TMT trn din rng th n cui nm

2007, tr ngi ny c xp xung v tr th 3. Vn hin ang ni ln

v tr hng u l an ninh, an ton trong giao dch. iu phn nh ng

thc trng trong thi gian qua, cc c quan, t chc x hi v cc phng

tin thng tin i chnggip nng cao nhn thc ca ton x hi v TMT,

nhng mt khc, vic a ng dng TMT vo tng lnh vc ca i sng

cng nhanh chng lm bc l nhng nguy c tim n v an ton an ninhm ngi tiu dng v doanh nghip cha c kinh nghim x l khi gp

phi.

4.1. An ninh, an ton trong giao dch

Sau hng lot nhng v tn cng DDoS din ra trong nm 2006 gy thit

hi cho nhng doanh nghip nh VietCo JSC, Nhn Ha v nghim trng

nht l chodientu.com (Peace Soft), th ti nm 2007, an ninh mng ni ln

tr thnh tr ngi hng u.



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i vi ngi tiu dng, do lo ngi d liu c nhn b s dng bt

hp php nn phn ng cha thc s c nim tin tham gia giao

dch thng mi in t. Trong khi doanh nghip li cha thc s quan

tm ti lnh vc ny. Cn hnh lang php l cho TMT vn cha hon

thin, vn an ninh mng, ti phm mng cha c gii php tho g. Cc

c quan, doanh nghip v cc t chc cha thc y v vn bo

mt nn kinh ph u t cho an ninh mng cn hn ch. Thc trng cho

thy, s khng th c th ho c tim nng to ln ca TMT nu ngi

tiu dng cha tin tng vo TMT, c bit l vo kh nng bo v d

liu c nhn khi tham gia giao dch.

4.2. Thanh ton in t

Thanh ton in t trong thi gian qua c bc pht trin mnh vi

vic kt ni sau rng cc lin minh th, a dng ha cc loi hnh thanh ton

v m rng cc ng dng TMT. Thng 5 nm 2008, hai h thng thanh

ton Smartlink v Banknetvn chnh thc kt ni, chim ti 95% th phn th

trng th.

Th nhng h thng thanh ton in t vn ang l tr ngi ln thhai

cho vic ng dng TMT v thm ch l ln nht theo nhiu nh gi khc.

Cc doanh nghip t ra kh lng tng khi mun trin khai mt quy trnh ng

dng TMT trong bi cnh h thng thanh ton in t cn yu. Pht trin th

trng thanh ton th chnh l gii php hng u khc phc tr ngi

ny. Vi thc trng lng tin mt lu thng cn qu cao mc d s tikhon c nhn ngy cng tng, Nh nc ng vai tr quyt nh trong vic

pht trin thanh ton in t.

T trng tin mt so vi Tng phng tin thanh ton



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( Ngun: Bo co thng mi in t Vit Nam 2007 )

Nm 2006, Chnh Ph ph duyt n thanh ton khng dng tinmt giai on 2006-2010 v nh hng nm 2020 nhm gim t l tin

mt/tng phng tin thanh ton xung cn 18% vo nm 2010, vi hng

lot gii php: hon thin khun kh php l, tr lng qua ti khon, khuyn

khch doanh nghip xy dng ng dng thanh ton in t, pht trin mng

li ATM v mng li chp nhn cc phng tin thanh ton khng dng

tin mt iu s to iu kin cho thanh ton in t pht trin bn

vng v tr thnh mt hnh thc thanh ton ph bin i vi doanh nghip vngi tiu dng.

4.3. Nhn thc x hi

Vic cc ngn hng y mnh trin khai dch v ngn hng in t

v nhiu nh cung cp dch v thit yu nh in, nc, in thoi, dch v

vn chuyn bt u chp nhn phng thc thanh ton in t lm chonhn thc ca ngi tiu dng v loi hnh thanh ton ny cng ngy cng

c nng cao. Thi quen s dng th thanh ton ca ngi tiu dng

cc th ln bt u c hnh thnh. Vic lm quen vi th thanh ton



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s l tin hnh thnh tp qun mua sm v tiu dng hin i, lm ng

lc cho vic trin khai rng ri cc ng dng thng mi in t trong x

hi.

Thay i v nng cao nhn thc v thng mi in t l mt qu

trnh i hi s tham gia ca mi tng lp trong x hi, tuy nhin gi vai tr

ni bt nht trong qu trnh ny vn l doanh nghip v cc phng tin truyn

thng. y l hai lc lng nng ng v nhy bn hn c trong vic nm

bt nhng xu hng, nhng tro lu mi ca x hi.

4.4. Mi trng php l

Khung php l v thng mi in t ti Vit Nam c bn c

hnh thnh. Ngy 29 thng 11 nm 2005, Quc hi thng qua Lut giao

dch in t, c hiu lc thi hnh t ngy 01 thng 3 nm 2006. Lut ny

quy nh v giao dch in t trong hot ng ca cc c quan nh nc,

trong lnh vc dn s, kinh doanh, thng mi v cc lnh vc khc.

hng dn c th vic thc hin Lut Giao dch in t, Chnh ph v BThng mi ban hnh cc vn bn nh Ngh nh s 57/2006/N-CP v

thng mi in t, Ngh nh s 26/2007/N-CP quy nh chi tit thi hnh

Lut Giao dch in t v ch k s v dch v chng thc ch k s, Ngh

nh s 27/2007/N-CP v giao dch in t trong hot ng ti chnh,

Quyt nh s 25/2006/Q-BTM v vic ban hnh quy ch s dng ch k

s ca B Thng Mi.

Hin nay theo cc quy nh ca php lut Vit nam hnh thc vn bn

c s dng nh l mt trong nhng hnh thc ch yu trong cc giao

dch dn s, thng mi v c bit l trong cc hp ng kinh t n l

mt yu t bt buc. Tuy nhin, chng ta vn cha c mt khi nim c th



18/67

- 15 -

v r rng rng th no l "vn bn". Theo quan nim lu nay ca nhng

ngi lm cng tc php l th h vn hiu trong mt nn thng mi

truyn thng th vn bn c ng ngha vi giy t (di hnh thc vit).

Nh vy, nu cc hnh thc thng tin in t khng c ghi nhn v mt

php l l mt trong nhng hnh thc ca vn bn, th cc hp ng c

giao kt trn mng my tnh gia cc ch th s b coi l v hiu theo php

lut ca Vit nam, do khng p ng c cc yu cu v mt php l ca

hp ng. Nu i hicc hp ng thng mi, dn s phi c th hin

di hnh thc vit v ch k tay th nhng u th ca cc giao dch thng

mi in t s khng c tn dng v pht huy. Chnh v vy vic xo b

ro cn u tin nh hng n s pht trin ca thng mi in t l v

pha Nh nc cn phi c s ghi nhn v mt php l i vi gi tr ca

vn bn giao dch thng qua phng tin in t.

Qu trnh xy dng php lut l mt qu trnh lin tc khng phi c

ban hnh mt lut ra l m cn phi thng xuyn cp nht, chnh sa

cho ph hp vi thc t. Hin ti thng mi in t Vit Nam cn thiu

nhiu c s php l, nht l trong trng hp xy ra tranh chp gia cc

bn.

4.5. Ngun nhn lc CNTT

Yu t con ngi l mt tr ngi ln, nht l i vi doanh nghip. Cc

doanh nghip Vit Nam a phn l doanh nghip va v nh ra i trong

thi gian qu sm, cha c kinh nghim qun l, trnh ca i ng nhns trong cc doanh nghip cn thp v khng ng b, cch x l, tnh

chuyn nghip ha cha cao. Chnh v vy khi ng dng TMT, a cc

ng dng ERP, cc doanh nghip u gp phi kh khn. C mt thc



19/67

- 16 -

trng l cc doanh cn rt nhiu nhn lc ngnh cng ngh thng tin

nhng khng tuyn dng c v cht lng thp trong khi ngun cung lao

ng vn ln hn nhu cu. Do vy, li gii cho ngun nhn lc cng ngh

thng tin ca Vit Nam khng phi v s lng m l v cht lng. Vic

o to trn lan, thiu chun ha, trnh thp c v chuyn mn ln

ngoi ng. Nhn lc phc v cho ngnh cng ngh thng tin v thng mi

in t i hi cn phi c thi gian o to v thch ng cng vic di hn

nhiu so vi o to lao ng gin n. V vy vic o to nhn lc cn

phi c s kt hp vi cc doanh nghip, nng cao cht lng o to.



20/67

- 17 -

Chng II. Hin trng ng dng TMT ca

cc doanh nghip gm s Bt Trng

1. Tng quan v lng gm Bt Trng

1.1. Lch s lng ngh v dn c

Bt Trng l mt trong s t nhng lng ngh th cng truyn thng

cn gi li c cho n ngy nay ca nc ta. X Bt Trng gm hai thn

Bt Trng v Giang Cao thuc huyn Gia Lm, H Ni. Trc nm 1945, Bt

Trng v Giang Cao l hai x ring bit. X Bt Trng (tc lng Bt Trngngy nay) thuc tng ng D, huyn Gia Lm, ph Thun An, tnh Bc

Ninh) sinh sng ch yu bng ngh lm gm s v bun bn, dy hc; x

Giang Cao (thn Giang Cao, x Bt Trng ngy nay) thuc tng a Tn,

huyn Gia Lm, ph Thun An, tnh Bc Ninh sinh sng ch yu bng ngh

th mc v hng so. Thi nh Hu L, x Bt Trng thuc huyn Gia Lm,

ph Thun An, trn Kinh Bc. Sang thi nh Nguyn, nm 1822 trn Kinh

Bc i lm trn Bc Ninh, nm 1831 i lm tnh Bc Ninh, lc ny x BtTrng thuc tng ng D, huyn Gia Lm, ph Thun An. n nm 1862

chia v ph Thun Thnh v nm 1912 chia v ph T Sn. T thng 2 n

thng 11 nm 1949, huyn Gia Lm thuc v tnh Hng Yn. T nm 1961

n nay, huyn Gia Lm thuc ngoi thnh H Ni. Nm 1948, x Bt Trng

nhp vi x Giang Cao v x Kim Lan lp thnh x Quang Minh. T nm

1964, x Bt Trng c thnh lp gm 2 thn Bt Trng v Giang Cao nh

hin nay. X Bt Trng rng 153ha; ton x c khong 6000 ngi tngng vi 1500 h dn trong c 1000 h tham gia sn xut gm s, cc

h cn lith lm dch v.



21/67

- 18 -

1.2. Sn phm

Ngy nay Gm Bt Trng c xem l mt trong nhng sn phm

tuyt ho t kiu dng n cht liu gm. Nhiu loi gm qu, mu men co tr thnh tc phm ngh thut ni ting. Nh gm Men Ngc xut hin

i L-Trn. Gm Hoa Nu ra i vo cui thi Trn, u thi L. Gm Men

Rn v Gm Hoa Lam thi L-Trnh. c bit Gm Hoa Lam vi c trng men

trng ng, vi li v phng bt, khong hot trang tr hnh, hoa mu chm

en uyn chuyn, mang m du n thm m, mc mc nhng tinh t nh

tm hn ngi Bt Trng.

Hu ht, gm Bt Trng c sn xut theo li th cng, th hin r

rt ti nng sng to ca ngi th lu truyn qua nhiu th h. Th gm

Bt Trng thng dng bt lng v trc tip trn nn mc cc hoa vn ho tit.

Th v gm c tay ngh cao, hoa vn hc tit hi ho vi dng gm, cc

trang tr ho tit ny nng ngh gm ln mc ngh thut, mi sn phm l

mt tc phm. Th gm Bt Trng cng dng rt nhiu hnh thc trang

tr khc nhau, c hiu qu ngh thut nh nh ch, bi men chy mu, vmen mu...

T cc th k trc, gm Bt Trng ch yu l th. V sau gm Bt

Trng c nhiu gia dng, ph bin nht l bt, a, bnh, l, m chn. V

ngy nay, gm Bt Trng c kh nhiu mt hng phong ph v chng loi v

kiu dng, bao gm c nhng mt hng m ngh nh a treo tng, l hoa,

con ging, tng phin bn v ph iu vi k thut v cng ngh cao. Cc b

su tp gm s Bt Trng t ti nh cao ca ngh thut v k thut ch

to gm s Vit Nam.

Gm Bt Trng c 5 dng men c trng:



22/67

- 19 -

Men lam

y l loi men sm nht c s dng ti Bt Trng t th k 14. Th

Bt Trng s dng men lam ng thi vi k thut dng bt lng lm cng c

v trn gm. Men lam khng trn nh men nu m bao gi cng

c ph lp men mu trng bng, c thu tinh ho cao sau khi nung. Men

lam c sc t xanh ch n xanh sm.

Men nu

Mt trong s cc loi men s dng u tin Bt Trng l men nu, sc

mu ca men ph thuc nhiu vo xng gm (xng gm Bt trng

dy v thng c mu nu xm).

Trong cc loi hnh ca nhm gm men nhiu mu th k 16-17,

men nu c dng xen ln vi men xanh ru, men ng, to ra cc sc

khc nhau. Men nu gi v tr cc ng ch chia bng, t ln hoa sen hoc

cc hnh rng, i vi l hng ch nht men nu t ln phn chn ...

Th k 19 l thi im nh du men nu chuyn sc thnh mt loi

men bng (thng gi l men da ln), s dng rng ri Bt Trng cho ti

tn ngy nay.

Men trng (ng)

y l loi men trng, nhiu trng hp ng mu vng ng, bng khi

nhit nung t cao nhng cng nhiu trng hp c mu trng xm,

trng sa, c. Cng vi kiu dng v trang tr, men trng ng cng to nn

mt nt ring bit ca gm Bt Trng. Men trng ng thy sdng

ph ln trang tr men lam hay men nu, nhng trong rt nhiu gm Bt

Trng ch thy dng men trng ng.

Men xanh ru

Th k 14-19 men xanh ru c dng kh ni tri cng vi men

trng ng v nu. Men xanh ru, men ng v nu to ra loi Tam thi ring ca

gm Bt Trng th k 16-17.



23/67

- 20 -

Men rn

y l mt loi men c o to ra do s chnh lch v co gia

xng gm v men. Cho n nay cc ti liu gm men c Vit Nam xc

nhn mang men rn ch c sn xut ti l gm Bt Trng t khong cui th

k 16 v ko di ti u th k 20.

1.3. Hot ng sn xut kinh doanh

C th thy mt iu rng hu ht cc doanh nghip Bt Trng u l

cc doanh nghip va v nh, sn xut kinh doanh theo hnh thc h gia nh.

Bnh qun vn ca mi h ch vo khong 75-100 triu ng v doanh thu hngnm t khong 15-25 triu ng. Vi quy m sn xut nh nh vy cc h

gia nh ch yu cung ng sn phm cho th trng trong nc hoc gia cng

cho cc doanh nghip ln. Cng v nguyn nhn ny m rt nhiu n t hng

ln t nc ngoi b b qua.

Ton b lng ngh hin nay c khong 1000 l nung trong c

khong 200 l gas.u t mt l lung bng gas tn t nht 150 triu ng-mt s tin khng nh so vi mt h kinh doanh bnh thng Bt Trng.

Tuy nhin dng l nung bng gas c rt nhiu u im nh khi sn xut

mt chic bnh bng kh ga s r hn 20% so vi l nung bng than, hay

chi ph sn xut mt chic vi ln bng gas s r hn 60% khi dng l than.

Hn na, s dng l ga nung sn phm s hn ch c lng kh thi

nhim mi trng. Ngoi ra, s dng l nung bng gas cn em li v

p rt ring cho gm s Bt Trng. Mu men ca sn phm u, bng,sn phm chu lc tt hn (c th s dng nu nng thc n trong l

vi sng). Trong vi nm gn y, gi gas lin tc tng cao n chng mt,

chi ph cho mi ln nung ln ti 3 triu ng. Trong khi gi sn phm



24/67

- 21 -

tng th s khng cnh tranh c trn th trng. Trc thc trng rt

nhiu c s sn xut quay tr v dng l than truyn thng.

Hin nay n lc tp trung pht trin kinh t lng ngh l u tins mt ca nhn dn v chnh quyn Bt Trng. Cc doanh nghip, cc c

s sn xut gm s Bt Trng ang p dng m hnh kinh doanh theo kiu

cng tc, lin kt, thng khong 5-7 nh vi nhau ph bin kinh nghim,

tay ngh, chia s b quyt. Lin kt ra mt thng hiu chung s rt

ngn con ng qung b sn phm sang th trng nc ngoi. Lin kt

cc nh sn xut gm s hin l cch tt nht cc doanh nghip nh v

va c th thc hin m rng sn xut trong iu kin khng cn trng

vn m vn c th sn sng p ng cc n t hng ln.

Phng thc qung b, gii thiu sn phm lng ngh cng c

lng ngh v nh nc ht sc quan tm. Thng 11 nm 2003, lng c Bt

Trng khai trng Ch Gm lng c Bt Trng (Battrang ancient village

ceramics market), l ni cc h sn xut kinh doanh mang sn phm ti

ch va bn va trng by, nhm mc ch chnh l gii thiu sn phm.M hnh kt hp sn phm aphng vi du lch v xut khu ti ch cng

ang pht huy hiu qu cao ti lng gm Bt Trng. Nh nc cng to

iu kin thun li cho m hnh du lch vn ha ca Bt Trng pht trin. V

d nh vic cho ra i tuyn xe bus s 47 Long Bin - Bt Trng, ni lin

lng c Bt Trng vi khu vc ni thnh thnh ph H Ni khnh thnh

thng 11 nm 2005 m ra hng i mi, thc y pht trin tham quan, du

lch lng gm c truyn Bt Trng.

Ngoi ra, mt nt mi trong vic qung b thng hiu gm Bt

Trng l s ra i ca Trung tm xc tin xut khu Bt Trng (BTEP) cui



25/67

- 22 -

nm 2004. Trung tm ny c thnh lp l kt qu hp tc gia Hip hi

gm s Bt Trng v Chng trnh pht trin kinh t t nhn (MPDF) thuc

Cng ty ti chnh quc t (IFC). y l mt bc tin mi trn con ng pht

trin ca lng gm Bt Trng bi n ng gp mt kinh nghim tt cho cc

ngnh kinh doanh nh v va khc Vit Nam trn con ng tm cch qung

b thng hiu.

gm Bt Trng khng nhng c mt trn khp mi min ca

t nc m cn ni ting th trng nc ngoi. Sn phm ca lng

gm Bt Trng c xut khu sang Chu u, M, Nht Bn, Hn Quc,

i Loan..v.v. vi tng kim ngch xut khu hng nm ln n hn 40

triu USD.

S pht trin ca lng gm Bt Trng cn gii quyt c vn

tht nghip, v c bit l gii quyt tnh trng thiu vic lm ti khu vc

nng thn. Ti lng ngh ny, hu ht tt c mi ngi, thm ch c

ngi gi v tr nh u c vic lm. Hn 80% ngi dn trong lng

sinh sng bng ngh sn sut gm s. S pht trin sn xut nhanhchng ti lng gm Bt Trng khng ch to vic lm cho ngi dn

a phng m cn thu ht khong 3.000 - 5.000 lao ng vi mc

lng trung bnh t 600.000 - 700.000 mi thng nhng khu vc ln

cn n lm vic hng ngy.

Tuy nhin trong vi nm tr li y, tnh hnh sn xut kinh doanh

gp nhiu kh khn do gi c nguyn vt liu tng cao, kh khn trong

vic tm u ra cho sn phm v phi cnh tranh vi gm s nc ngoi

c bit l gm Trung Quc. Rt nhiu h gia nh phi ng ca

ngng sn xut do hot ng kinh doanh khng em li hiu qu. Thc

trng ny i hi cc doanh nghip, t chc cng nh chnh quyn a



26/67

- 23 -

phng cn nhanh chng tm ra gii php nng cao hiu qu sn xut kinh

doanh ca lng ngh.

2. S cn thit phi ng dng TMT vo hot ngkinh doanh ca cc doanh nghip gm s Bt Trng

Doanh thu ca gm s Bt Trng gim dn trong nm gn y. Tuy

doanh thu xut khu vn kh cao nhng so vi vi nm tr li y th b

gim tng i. Khch hng n Bt Trng thi k ny c s suy gim.

Nguyn nhn do gi gas, chim n 40%-50% chi ph sn xut lin tc

tng lm gi thnh sn phm tng. Tri qua 700 nm lch s, t khi nung

bng ci, sau n nung bng than v cho n nay, nn khoa hc tin

b, l gas c a vo s dng. Lng ngh c ti 200 l gas nhng

thi gian s dng cha c bao lu th gi gas trn th trng bin i,

trong 6 thng qua tng n 7 ln, tnh n ngy 8 thng 7 nm 2008 gi

c giao ng t 270.000-275.000 ng bnh 12kg. Dng gas vi gi thnh

cao, u vo ln, u ra gim gy nhiu bin c cho nhng h dng gas,

iu ny ang tr thnh mi lo cho nh sn xut kinh doanh.

Khng ch gp vn gi c cng ngy cng tng, gm sBt Trng

cng ang phi i din vi s cnh tranh t gm s nc ngoi ngy cng

ln, nht l i vi th trng gm s Trung Quc. Hng Trung Quc hin

nay chim lnh th trng VN rt ln, mt ngy ca khu Tam Thanh

trn sang VN gn 100 tn hng gm. Gi bn hng Trung Quc rt r, mt

ci bt n cm gi t 1500 - 3.000 ng, trong khi , hng Bt Trng c

gi t 6000 - 10.000 ng. Vi mc gi d chp nhn, mu m p rt hp

th trng Vit Nam, mc cnh tranh gy cho gm s Bt Trng nhng

kh khn ng k.



27/67

- 24 -

Nhng liu c phi th trng tim nng ca gm Bt Trng khng c

kh nng m rng thm na? T nhng nm 1998, qua cc cuc kho st

th trng v gii thiu gm s Bt Trng ti cc Hi ch quc t vi cc

bn hng Nht, c, i Loan, Hn Quc, Thi Lan, c, gian hng ca gm

s Vit Nam ti trin lm c t ngang hng vi cc gian hng ca

Trung Quc, Nht Bn, Malaysia. Khch hng M nh gi cao tnh m

thut, tnh vn ha, s a dng ca gm s Bt Trng. T vic i mi, p

dng khoa hc k thut tin tin, cho n nay cc mt hng gm s m

ngh ca nhiu doanh nghip rt a dng v chng loi, mu m, ni

bt hng gm s ni tht nh: u men, nhng hng gi c c t th k XV,

XVI, XVII c khch hng cc th trng Nht, M, i Loan, an

Mch, Rumani, Tip Khc rt a chung. ng ch l khch hng M v

cc nc Ty u rt thch t hng chu hoa cnh, cc trang tr ni tht.

Qua cho ta thy tim nng xut khu sang nhiu th trng khc trn

th gii ca Bt Trng. Vn t ra l tm cch no doanh nghip c

th tip cn vi nhng khu vc , v vi mc chi ph trong kh nng ca

doanh nghip Vit Nam vn ch c quy m va v nh. Cu tr li l

Thng mi in t .

3. Hin trng ng dng TMT ca cc doanh nghipgm s Bt Trng

3.1. Thc trng

Nhm phc v hot ng xut khu, cc doanh nghip hot ng

trong lnh vc th cng m ngh tr thnh mt trong nhng lc lng trin

khai mnh nht cc ng dng thng mi in t. i vi gm s Bt

Trng, c rt nhiu doanh nghip thu thit k cc website gii thiu

sn phm ca mnh, t nhng cng ty ln (Cng ty TNHH Quang Vinh, Hp



28/67

- 25 -

tc x cng nghip gm s Hp Lc, Cng ty c phn s 51) n cc

doanh nghip t nhn (Nguyn Li, Mi Lu...).

Ti giai on nm 2003, hng lot website ln lt ngng hotng v khng em li hiu qu nh ca hng Mi Lu (www.muilau-

ceramics.com), ca hng Nguyn Li (nguyenloiceramic.com) Cc doanh

nghip nh khng th tip tc b ra chi ph duy tr hot ng ca

website trong khi thng k cho thy c cha ti ni 500 lt khch truy cp

mi thng. Ngay c website ca Cng ty c phn s 51 (www.cps51.com),

mt doanh nghip ln v i u trong phong tro cng phi ngng hot

ng sau .

Vic ng dng thng mi in t vo hot ng kinh doanh ca cc

doanh nghip gm s Bt Trng cng nhn c s h tr, u t ca Nh

nc v chnh quyn a phng. Thng 6 nm 2004, Trung tm xc tin

xut khu gm s Bt trng (BatTrang Ceramics Export Promotion Center -

BTEP) thuc Hi gm s Bt Trng c thnh lp di s bo tr ca

Chng trnh Pht trin kinh t t nhn (MPDF). Ti cui nm 2004, BTEPthnh lp phng trng by v cho ra mt website www.battrang -

ceramics.org vi tham vng tip th sn phm gm Bt Trng ti th trng

quc t, nng con s cc nh sn xut hp tc vi BTEP t 34 ln 400 trong

vng 2 n 3 nm. Th nhng, ni dung ca website ny cn km hn c

website ca cc doanh nghip. iu tt yu l ti cui thng 7 nm 2008,

website ny dng hot ng.

Theo s liu thu thp c tnh n thng 5 nm 2008 t Hip hi

gm s Bt Trng, tr s ti xm 3, thn Bt Trng, x Bt Trng, nhm

nghin cu thu c nhng con s sau: c 100 trn tng s 1000 doanh



29/67

- 26 -

nghip v h kinh doanh c th lp t v s dng internet, xp x 10%.

Trong s c 60 doanh nghip t nhn v u thuc hip hi gm s Bt

Trng. Cng theo s liu ca hi, hu ht cc website u c cung cp

thng tin gii thiu doanh nghip, thng tin gii thiu sn phm. Trong s

ch khong 10% bc u c tnh nng h tr giao dch thng mi in

t nh cho php hi hng hoc gi yu cu, mt s t cho php t hng

trc tuyn.

Thc trng cho thy, ng dng thng mi in t cc doanh

nghip Bt Trng mi ch dng li mc xy dng website qung b hnh

nh doanh nghip v sn phm, mt s t c nhng bc chun b cho giao

dch in t.

nh gi chung v website ca cc doanh nghip Bt Trng

Hin ti, vn c mt s website ca cc doanh nghip gm s Bt

Trng cn duy tr c hot ng. Nhm nghin cu tin hnh kho st 9

website trong s ny v rt ra nhn nh ni dung cc trang web tng tnhau

(t gii thiu sn phm, gii thiu v cng ty, v lch s ca gm sBt Trng

n cc mc lin h, tip nhn phn hi t pha khch hng) khng to ra

c s khc bit ng k.

C ti 4/9 website trnl website tnh. Loi website ny d thit k

nhng li kh cp nht thng tin v sn phm mi, ch p ng c

mc gii thiu thng tin cho ngi xem. V c 4 hp ng thit k

website tnh ca Hp Lc, H Ph, Xun Thy v Hoa Thanh u k

vi cng mt cng ty thit k website.



30/67

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Cng ty a chGii

thiucng ty

CatalogueSn phm

Giithiu v

BtTrng

NhnWebsite

Phnng

hi

t hng H trtrc trc

tuyn tuyn

Gii thiu Gii thiuChnh Khchsch hng

bn hng i tc

HpLc

www.hoplucceramic.com x x x

H

Ph

www.gomsubattrang.com x x x x

XunThy

www.gombattrang.com x x

HoaThanh

www.hoathanhceramic.com x x x x

PhVinh www.quangvinh.com.vn x x x x x x x

Hamico www.hamico.com.vn x x x x

MinhHi www.minhhaiceramic.com x x x

An www.ando-ceramics.com x x x x x

NamVit

www.sacgom.com x x x x x x

Bng 2: nh gi ni dung website ca cc doanh nghip Bt Trng



31/67

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L d nhin l tt c c ni dung tng ng, thm ch s khc bit ch

l ci tn.

Thi gian u, nhiu doanh nghip Bt Trng do hiu bit vwebsite hn ch, lm theo phong tro nn d b mc by nhng cng

ty thit k khi k hp ng to website tnh, dn n tnh trng nhiu

website b b hoang, khng c cp nht u n na. Cc site cn

li tuy c gng duy tr hot ng nhng cm chng vi lng khch

truy cp rt tha tht. S b tr trong vic chm sc trang web th

hin tn sut cp nht thng tin chm chp, khong 1 thng 1 ln;

s r sot website khng c coi l cng vic hng ngy.

Hu ht cc website mi ch dng li mc a ra catalogue sn

phm. Ch c 2/9 website c kho st c module t hng trc

tuyn trong khi y l tnh nng ti thiu h tr giao dch thng

mi in t v cng khng kh khn v mt k thut.

Cc website ch trng gii thiu v sn phm, khng bit cch tonim tin cho khch hng thng qua nhng mc nh Gii thiu Khchhng v i tc (1/9 website c), Chnh sch bn hng (2/9 websitec), H tr trc tuyn (1/9 website c).

Qua kho st m hnh qun l website ca cc doanh nghip cho

thy c 2 hnh thc ch yu l doanh nghip t qun tr website ca mnh

hoc k hp ng vi mt nh cung cp dch v thit k website lm

vic ny.

V mc u t, kt qu kho st nhng doanh nghip thit lp

website cho thy u t v ng dng thng mi in t chim t trng

tng i thp trong tng chi ph hot ng thng nin. Cc doanh nghip



32/67

- 29 -

trong hip hi cho bit h dnh khng n 5% chi ph hot ng cho vic trin

khai thng mi in t, bao gm c vic mua cc phn mm thng mi in

t, duy tr bo dng website v phn b ngun nhn lc cho nhng hot

ng ny.

nh gi mt website in hnh

i u trong ng dng thng mi in t, Cng ty C phn Ph

Vinh xy dng mt website vi nhng chc nng kh y so vi cc

doanh nghip khc. y l mt trong nhng s t website cho php t

hng trc tuyn, cung cp y thng tin v gi ca sn phm. Trong bi

nghin cu ny nhm tc gi ch nh gi website www.quangvinh.com.vnca cng ty cphn Ph Vinh, cc website cn li c trong ph lc.

Hnh nh website www.quangvinh.com.vn

Ngoi nhng nhng phn chung ging website ca cc doanh nghip

khc nh : Gii thiu cng ty, Catalogue sn phm, Lin h, website cn c

nhng tnh nng bc u h tr cho giao dch in t:



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t hng trc tuyn

C Thng tin chi tit sn phm (kch thc, trng lng) nhngvn

cn t thng tin. C Gi sn phm, cc ph vn chuyn ti cng

khch hng la chn.

Form Chn sn phm Cc ph vn chuyn

Tuy nhin, website ny cng c khng t im yu:

Giao din km thm m v chuyn nghip. Thm ch banner v ccbutton cng c trnh by bng dng text.

Sn phm m ngh i hi thm m cao nhng

catalogue sn phm li khng t yu cu. Hnh nh

sn phm khng nhng cht lng thp m kch

thc cng qu nh (113pixels 90pixels) khng th cun ht ngi

xem. y l im yu chung trong website ca cc doanh nghip BtTrng.

Mc d nhng im yu trn rt d dng nhn ra v cng khng

kh khc phc nhng li cha nhn c s quan tm ng mc ca



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doanh nghip bi s hiu bit v cng ngh thng tin v thng mi in t

ca cc ch doang nghip cn nhiu hn ch.

3.2. nh gi

3.2.1. Nhng mt tch cc

Cc doanh nghip Bt Trng bc u nhn thc c tm quan

trng ca internet trong vic qung b sn phm, thng hiu ca mnh ra

khu vc v th gii. Mc d cha phi l thc o trnh trin khai ng

dng thng mi in t ca doanh nghip, nhng s lng cc website

kinh doanh cng l mt tiu ch quan trng nh gi mc pht trinthng mi in t, c bit trong bi cnh doanh nghip Vit Nam cn

tng i b ng vi cc phng thc tin hnh thng mi in t ca

th gii. Khi vic kt ni h thng gia cc i tc chin lc tin hnh

trao i d liu in t trc tip Vit Nam hin cn cha pht trin, th

cc website l knh ph bin nht doanh nghip qung b sn phm,

xc tin dch v v tin hnh giao dch thng mi in tc theo hnh

thc B2B ln B2C. Do vy, nu mt doanh nghip xy dng v duy tr cmt website hiu qu phc v hot ng sn xut kinh doanh ca n v

mnh, iu ny ni ln mt trnh nht nh v trin khai ng dng

thng mi in t trong doanh nghip .

3.2.2. Nhng hn ch

Mc d cc doanh nghip gm s Bt Trng sm nhn ra tm

quan trng ca TMT trong hot ng kinh doanh ca mnh nhng vic ng

dng cn gp phi nhng hn ch nht nh

NG DNG THNG MI IN T TRONGHOT NG KINH DOANHCA CC DOANH NGHIP GM S BT TRNG


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Th nht: S ngho nn v thng tin l vn ln v ni cm nht.

Cc ni dung chung cc trang l: gii thiu v lng ngh, v sn phm, v

cc ngh nhn, ng thi nhn t hng, cho hng qua email, theo di

din bin th trng trong nc v th gii Tuy nhin, khng ch ni dungc phn ging nhau, hnh thc th hin, ni cch khc l giao din ca

trang web cng tng t nhau. S thun tin cho khch vo xem cng

khng c th hin tt, c th nh cch t tn gy kh khn cho vic tm

kim, ni dung qu n gin nn cha thc s thu ht ngi xem. Yu t

thm m cng cha c xem xt ng mc, lm tng thm s n iu v

thiu sng to ca trang web.

Th hai: Cng vic cp nht website b b tr l mt vn v cng

nghim trng. Thng tin nng hi, cp nht thng xuyn l mt trong

nhng u im vt tri ca cc trang web in t. Mc , tn sut cp

nht thng tin ln web l mt trong nhng tiu ch gip nh gi cht

lng v tnh chuyn nghip ca mt website,l nhn t gip trang web

thc s tn ti mt cch c ch v em li li ch cho doanh nghip. Nu

khng u t cng sc, thi gian cho trang web ca mnh th ng nghavi vic doanh nghip ang lng ph nhng tim nng m cng ngh thng

tin mang li, v cng khng khc my nhng doanh nghip truyn thng

hot ng trong phng thc c, khng c bit n thng mi in t.

Ni cch khc, mt trang web m khng c chm cht v ni dung v

hnh thc hng ngy, thm ch hng thng th cng ch nh mn hng by

lu ngy, bi bm, chng ai mun nhn ln th hai ni chi n b tin ra

mua!

Th ba: Cch thc qun l website cng l mt vn . Khi chuyn

giao trch nhim qun l trang web ca mnh cho n v bn ngoi, doanh

nghip c li l tit kim c thi gian, nhn lc, chi ph cho cng vic



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ny. y l nhn thc sai lm ca doanh nghip khi h khng nhn nhn

ng mc vai tr ca nhng trang web nh l knh giao tip v tng tc

trc tip vi khch hng. Website l b mt ca cng ty, l a ch tin cy

nht m khch hng c th tm hiu v sn phm v dch v ca cng ty.Do s ngho nn v thng tin v tnh nng giao tip ca cc trang web,

s thiu thn thin trong giao din v tm kim ca cc trang web s v

hnh chung y i nhng khch hng tim nng, to ra nhng n tng

khng tt v sau. Bi l vy, c th cp nht thng tin v duy tr quan

h giao tip vi khch hng mt cch thng xuyn, doanh nghip cn phi

l ngi ch ng nm quyn qun tr website. Khi giao phn vic ny vo

tay mt cng ty dch v bn ngoi, doanh nghip v hnh chung b ichc nng tng tc vi khch hng ca website v bin n thnh mt

cng c qung co thun ty. Vi nhng doanh nghip thc c tm

quan trng ca vic t mnh m nhn cng tc qun tr website th h

cng phi thc c nhng th thch bi lm vic ny mt cch tht

s chuyn nghip cng l thch thc ln trong bi cnh hin vn cha c

nhiu doanh nghip b tr c cn b chuyn trch v cng ngh thng

tin.

Th t: Vn hiu qu qung b ca website cn v cng thp.

Theo ng Nguyn Li, Gim c cng ty cng tn, cho bit ng cha nhn

c mt hp ng no trn mng. Khch hng ti doanh nghip ca ng

u do ngi quen gii thiu, hoc mi c. T trng hp ca cng ty

Nguyn Li, chng ta nhn thy mi lo lng nht hin nay ca cc doanh

nghip Bt Trng l nn tip tc hay t b nhng trang web ca mnh. tip tc cuc chi mo him vi cng c qung b mi m ny, doanh

nghip phi b ra mt khon tin t 2 n 6 triu ng mt nm nui

mt trang web, v phi u t nhng khon tin kh ln nng cp, thit



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k mt trang hin i, hp dn hn nhng kt qu th cha th nhn thy

ngay mt smmt chiu. y l mt chin lc lu di cn nhng tnh ton

khn ngoan.

3.2.3. Xc nh nguyn nhn

Chng ti xin a ra mt s nguyn nhn ch yu dn n nhng thc

trng cha tt nu trn trong qu trnh ng dng TMT ca cc doanh nghip

Bt Trng:

u tin phi k n l nhn thc ca doanh nghip. y l c s

ban u mang tnh quyt nh liu TMT thnh cng hay tht bi. Nhiudoanh nghip vn c nhng suy ngh nh n gin cho rng ng dng

TMT ch l lp website cho doanh nghip m khng c chin lc

marketing, qung b website. Hoc vi suy ngh ch cn sn phm ca mnh

tt th khch hng s t n vi mnh l sai lm ln. Vic xy dng website

ch l bc u trong hnh trnh y th thch chinh phc TMT, khin

TMT l cng c tng li nhun cho doanh nghip. Mt khi doanh nghip

c nhng hiu bit su sc, ng n v TMT, v tim nng kinh t ln

m n s mang li, th khi TMT chc chn s l mt phn khng th

thiu ca nn kinh t.

Nhn t th hai cng khng km phn quan trng l kh nng ti

chnh ca cc doanh nghip. Chi ph u t cho website vi giao din

thn thin, p mt, c s d liu mnh v n nh l rt ln, trung bnh

khong 1500$ trong khi thu nhp bnh qun ca 1 c s sn xut trong 1nm l 15-25triu ng. Ngoi ra, nhng chi ph thu iu hnh vin trong

cp nht thng tin hng ngy, t vn vin nhn v phn hi thng tin t

khch hng, i k thut bo hnh, bo tr thng xuyn ..v.vv. Thi im



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nn kinh t nhiu bin ng, li sut ngn hng mi ngy mt cao hn gy

ra nhiu tr ngi v huy ng vn. Hn na, khon u t ln nh vy cn

s quyt tm rt ln t pha doanh nghip. u t ln vo TMT m hiu

qu kinh t trc mt khng c kh quan dn n nhng ngn ngi chonhiu doanh nghip Bt Trng vi quy m ch yu l va v nh.

Thi quen kinh doanh nh l, khng mang tm quy m ln cng l

mt nguyn nhn quan trng dn n tnh trng ng dng TMT cn km

hiu qu nh hin nay. Tuy TMT m ra nhng li ch v cng ln, nhng

t c tri ngt u th mt sm mt chiu. Nhng u t cht

xm, tin bc, thi gian v c ri ro l v cng ln.Trong khi , cc hkinh doanh, cc cng ty gm s th dng nh vn yn n trong cch lm

n truyn thng ca mnh. Qua kho st iu tra thc t, nhm nghin cu

c bit cc n t hng ch yu n t nhng mi quen bit c, hoc

nhng mi mi da trn gii thiu bn b, ngi quen. Mt phn ngun

cu khc l t cc cng ty ln t lm gia cng khon sn phm. Cc h gia

nh nhn khon s lng, thc hin n hng theo mu sn ri giao hng

theo hn. Tuy phng thc lm gia cng ny li nhunkh t nhng n likh u n v n nh, nn vn tip tc duy tr n nay. Thiu con mt

nhn xa, li quen trong phng thc kinh doanh truyn thng t xa lm

thu hp nhng th trng tim nng ca, t nh mt i nhng c hi kinh

doanh qung b sn phm va c gi tr thm m, va c gi tr vn ha

cao nh gm s Bt Trng.

Trnh v cng ngh thng tin (CNTT), nhng hiu bit v my

tnh, s ha..vv.. ca b phn nhn s trong cc doanh nghip Bt Trng

cn v cng hn ch. Nh nu trong hin trng, s thiu hiu bit v

CNTT v TMT ca cc doanh nghip gm s Bt Trng gy nhiu thit

thi cho chnh bn thn h khi hp ng vi cng ty thit k website, khi



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phi tn thm chi ph thu cng ty ngoi qun l website cho doanh

nghip mnh. Nhng chi ph ny thng khng nh do mc lng chi tr

cho ngnh CNTT l rt cao. Ngun nhn lc ti a phng cng c nhiu

kh khn tn ti. Mt b phn trnh hc vn thp th khng c iu kintip xc vi CNTT. Mt b phn khc c i hc i hc, cao hc th

thng t quay v lng x lm vic. Do dn ti thc trng l ngun nhn

lc tha vn tha, m thiu th vn c thiu. V lu di, nu nhng hn ch

ny khng c nhanh chng khc phc th n s l vt cn ln trn con

ng tip cn v pht huy TMT trong kinh doanh ca doanh nghip.

Cc c quan chc nng a phng Bt Trng cn thiu nhhng, h tr doanh nghip, h kinh doanh. Bit n TMT ch c mt s

doanh nghip nhanh nhy, nng ng. Dm ng dng TMT, v d nh to

website ring, li cng t doanh nghip thc hin. Tuy vy, Bt Trng hin

nay c n 1000 h kinh doanh c th. H khng c kh nng cng nh

iu kin tip xc vi cng ngh cao, khng th bit n TMT nhanh nh

cc doanh nghip. H cn nhng hng dn, gii thiu, ch o t nhng

lnh o x, huyn. Tuy nhin b phn lnh o ny li kh chm chptrong tip xc vi cng ngh thng tin. Gp g ch tch y ban nhn dn x

Bt Trng, chng ti cng nhn thy nhiu hn ch v thng tin, kin thc

v cng ngh thng tin, v xu th TMT. Nhng chnh sch, nhng hot

ng nhm gip cc h kinh doanh, cc doanh nghip nh tip cn thng

tin v TMT cn cha c. Nu nhng h tr c thc hin, thit ngh

TMT s cng nhanh chng c c ch ng xng ng ca n, gp phn

a kinh t ca x Bt Trng ln tm cao mi.



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Chng III. Gii php

1. Phng hng pht trin kinh doanh gm s Bt Trng

Lng gm Bt Trng trong giai on kinh t m hin nay cn c

nhng phng hng pht trin r rng v ph hp. Da trn nhng tm hiu,

kho st c th, chng ti cho rng:

u tin Bt Trng cn y mnh vic xy dng thng hiu. Bn

cnh thng hiu ca mi doanh nghip, cc doanh nghip sn xut cng mt

dng sn phm cn thit hp sc li trong mt hip hi ngnh ngh khai

thc thng hiu chung vi tn tui ca a phng. C thng hiu ri cn

lin tc u t cho qung b v pht trin n.

Song song vi cng tc xy dng thng hiu, Bt Trng cn tip tc

p dng m hnh kt hp sn phm a phng vi du lch v xut khu ti

ch, mt hng i c cc lng ngh truyn thng ni ting pht huy rt

hiu qu

T phng hng pht trin kinh t lng ngh trn v nhng nguyn

nhn ni cm trong tht bi ca doanh nghip khi p dng TMDT, nhm

nghin cu xin a ra nhng gii php kh thi cho 3 i tng: doanh

nghip, hip hi gm s Bt Trng v Nh nc.



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2. Gii php c th

2.1. Doanh nghip

Khi cc doanh nghip Bt Trng cng bt tay xy dng c mtthng hiu chung thnh cng th khu qung b cho thng hiu cn phi

c thc hin ngay sau . Cc doanh nghip c th cng nhau xy dng

mt phng trng by sn phm o quy m ln. Phng trng by chnh l

mt trang web chung, ni c vai tr gii thiu thng hiu v cc sn phm

Bt Trng cng nh cung cp dch v c cht lng ti cc khch hng hin ti

v tim nng.

Lm th no c c trang web em li hiuqu lun l vn gy

au u ca doanh nghip. Ci thiu hin nay ca doanh nghip Bt Trng l

mt k hoch di hi cho xy dng, marketing v duy tr cc website mang

tm chin lc. Da trn c s , di y chng ti xin xut mt phng

n vi su bc tin hnh c th nh sau:

Th nht l vn m mang nhn thc ca doanh nghip: Doanh

nghip cn th hin ra rng h sn sng cho sn chi mi m y tim

nng ny. Ai cng bit rng khng th bt DN ng dng CNTT nu nh

chnh h khng nhn thy y l iu cn thit. Mt khi cc nh lnh o

DN nhn thc c tim nng kinh t thc s ca vic trin khai TMT th

nhng u t lin quan n ngun lc v ti chnh s d dng c thng

qua.

Th hai, u t to dng mt website cho ring mnh l iu kin

cn cho mi doanh nghip. Website chnh l phng trng by sn phm ca

mi doanh nghip. Do khi xy dng, website cn m bo mang n

cho khch hng nhng thng tin tt nht v sn phm.Ni dung website

NG DNG THNG MI INT TRONG HOT NG KINH DOANHCA CC DOANH NGHIP GM S BT TRNG


42/67

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cn s si v thiu thng tin trm trng chnh l im yu m cc doanh

nghip Bt Trng cn ch v sa i. Yu t m thut cng rt quan

trng thu ht s ch ca khch hng. Tuy nhin trn thc t nhng

website ni ting trn th gii v doanh s bn u l nhng website cthit k rt n gin v m thut, quan trng l b tr thng tin sao cho

ngi xem d dng tm c iu h mun mt cch nhanh nht v cung

cp chc nng p ng nhu cu ca ngi xem. Tnh nng d s dng

lun c cao.

Th ba l sau khi c mt website tt, chin lc tip theo ca

doanh nghip l mt chin lc marketing cho trang web tht hiu qu. Cnh vy h mi mong c nhiu khch hng thng xuyn truy cp vo

website v mua hng. C nhng sai lm m website mc phi l c xy

dng theo kiu c lm ri s c ngi n thm. l li mn cn trnh

mc phi vi mi doanh nghip. K hoch marketing c th c a ra

nh sau:

Qung b qua banner trn cc trang web c ting khc tng

nhn thc ngi dng v tn tui.

ng k ln cc search engine ( cng c tm kim )

ng k lin kt vo cc danh b.

Thit lp cc bn tin nh k nhm thit lp quan h thng xuyn

vi khch hng: gi th cho hng, gii thiu sn phm nh k,

thng tin bn hng, khuyn mi. Doanh nghip cng to c mi

lin h thng xuyn bn cht vi khch hng bao nhiu, c hi

qung b sn phm n nhiu ngi cng tng by nhiu



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Th t l v yu cu nhn s chuyn mn, i vi nhng doanh

nghip gm s va v nh ch cn s dng mt vi nhn s c chuyn mn

v Thng mi in t (lp trnh web, thit k web, cp nht thng tin, h

tr khch hng, marketing qua mng, an ton mng...). Do phn ln ccdoanh nghip khng chuyn v lnh vc Cng Ngh Thng Tin cho nn

doanh nghip nn chn i tc cung cp dch v thit k, lp trnh website,

an ton mng. Vic cp nht thng tin, marketing qua mng, h tr khch

hng phi l vic do doanh nghip m trch thng xuyn v chuyn

nghip th mi mang li hiu qu tt nht. Vic b b hoc giao ph trch

nhim ny cho i tc khc c th gy ra nhiu thit hi nh phn tch

nhng phn trn.

Th nm l khu h tr khch hng cn c quan tm ng mc.

y l khu chuyn tip ca xy dng website v marketing website nhm

mang li thnh cng cho website ca doanh nghip. Khu xy dng cht

lng website l iu kin cn cho nhng ai gh thm u c n

tng tt, c th tm thy nhng thng tin b ch cho h, cn khu tng

tc vi khch hng l iu kin . Khu ny bao gm nhng dch v h trkhch hng qua vic tr li email, x l n hng, cung cp thng tin theo

yu cu ca tng ngi. Nu mt ngi quan tm gi cu hi t trang lin

h ca website m phi ch n vi ngy khng thy cu tr li hoc nhn

c cu tr li khng r rng, khng y vi vn phong cu th.. th

chc chn doanh nghip s b mt nhiu khch hng tim nng.

Th su l nng cao tri thc v cng ngh cng nh s p dngcng ngh vo kinh doanh ca nhng nh qun l doanh nghip. Cng

ngh thng tin l lnh vc m s lc hu cng ngh din ra rt nhanh.

Thng mi in t l mt loi hnh kinh doanh da trn s pht trin ca

cng ngh thng tin, do , tc i mi cng din ra nhanh, i hi

NG DNG THNG MI IN T TRONG HOTNG KINH DOANHCA CC DOANH NGHIP GM S BT TRNG


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doanh nghip tham gia thng mi in t phi lun i mi: i mi cng

ngh, i mi phng thc kinh doanh, i mi t duy, i mi cung cch

qun l v.vCc nh lnh o doanh nghip phi t trau di cho mnh

nhng kin thc mi bng nhiu ngun khc nhau. H c th khai thcngun ti liu m trn mng internet v cng phong ph, chi ph li thp, hu

nh l min ph; hoc tham gia nhng lp hc ngn hn, nhng bui hi tho,

nhngdin n, nhng hi ngh

M hnh kt hp du lch lng ngh v xut khu ti ch c th c

nng cao hiu qu bng vic Bt Trng kt hp trin khai nhng chuyn du lch

thm quan lng ngh vi cc nh t chc du lch trong v ngoi nc. Nhnglin ktwebsite ca doanh nghip v cc cng ty du lch cng rt tt cho cng

vic marketing trang web, tng ni dung cho trang web, thu ht c nhiu

lt truy cp hn.

2.2. Hip hi gm s

L cu ni gia cc doanh nghip, hip hi gm s Bt Trng c vai tr

quan trng trong vic y mnh hp tc ca cc doanh nghip vi nhau. Trongcng cuc ng dng TMT vo kinh doanh, hip hi c th c nhng ng gp

ng k vo thnh cng cho cc doanh nghip. Nhng hot ng tch cc hi c

th ng gp nh:

Th nht: Phi hp cng vi nh nc trong vic nng cao nhn thc v

TMT cho cc doanh nghip. To iu kin cho vic m cc lp hc v TMT,

vn ng cc ch doanh nghip tham gia vo lp hc.

Th hai: Cc doanh nghip gm s Bt Trng c c th l cc

doanh nghip va v nh, ch yu sn xut v kinh doanh di dng h gia



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nh. Do sn phm lm ra tuy cng mt loi nhng cht lng v gi c

li khc nhau, s lng th rt hn ch. Mt thc t ng bun xy ra l c

rt nhiu n t hng ln ca khch nc ngoi b b qua do cc doanh

nghip khng th sn xut c s lng hng ln nh vy, cn nu gomhng ca nhiu doanh nghip li th khng thng nht v cht lng. V vy

song song vi vic nng cao nhn thc cho cc doanh nghip, hip hi

cng cn quan tm n vic lin kt cc doanh nghip li vi nhau, thng

nht v sn phm, kiu dng, cht lng c th p ng c cc n

t hng ln- mt iu tt yu c th xy ra khi tham gia TMT.

Th ba: Hng dn cc doanh nghip lp website, m cc bui hi thonhm mc ch truyn t cc kinh nghim duy tr v qun l website sao cho

c hiu qu. T chc cc cuc thi v website TMT v ng dng TMT

nng cao trnh cho cc doanh nghip.

2.3. Nh nc

Trong k hoch pht trin TMT giai on 2006-2010 ca B Thng

Mi, hai mt hng may mc v th cng m ngh c coi l hai mt hngtim nng ca nc ta. Do vic y mnh ng dng TMT cng nm

trong chin lc pht trin TMT ca quc gia. Nh nc cn ra nhng

bin php v chnh sch ph hp nht nhm to iu kin cho cc doanh

nghip Bt Trng ng dng TMT mt cch c hiu qu. Theo kin ca

nhm tc gi, nh nc cn quan tm n mt s kha cnh sau:

Th nht l v vn h thng php lut TMT: hin ti nc ta mich c mt b lut giao dch TMT, ngoi ra cha c cc vn bn di lut

hng dn cho cc doanh nghip thc hin. iu ny gy kh khn cho

cc doanh nghip khi tham gia ng dng TMT. V vy nh nc cn nhanh



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chng hon thin h thng php lut v TMT, ban hnh cc vn bn di lut,

t chc cc hot ng nhm ph bin lut ti cc doanh nghip; xy dng mt

b my qun l cht ch v c hiu qu.

Th hai: Hon thin mng li h tng vin thng, internet, nht l

cc tnh ni tp trung nhiu lng ngh. To iu kin cho cc doanh nghip

trong lng ngh c th d dng s dng cc dch v nh in thoi, fax v

truy cp internet hng ti vic d dng tip cn vi thng mi in

t. Do hng th cng m ngh mang bn sc sn phm lng ngh c

ngha c bitquan trng trong vic gii quyt vic lm, chuyn dch c cu

kinh t v c cu lao ng trong cng nghip v nng thn, gp phn thuhp khong cch pht trin gia cc vng min mt cch bn vng, cc c

quan qun l nh nc cn c nhng chnh sch u i v thu i vi cc

doanh nghip y khi hc c nhng u t ng dng thng mi in t.

Th ba: Xy dng c s d liu thng tin v chi tit v tng sn

phm ca cc lng ngh truyn thng c nc; xy dng sn giao dch in t

v cc sn phm lng ngh vi s tham gia phi hp ca cc ngn hng. Ngoi

gii thiu v sn phm ca tng ngnh ngh, sn giao dch ny phc v thun

li cho cc giao dch mua v bn

Th t: Nh nc h tr cc doanh nghip c quy m nh khng lm

c website thvn c th tham gia thng mi in t bng cch thit lp

mt gian hng trn ch o, vic duy tr gian hng ny hon ton min ph. Ti

y, cc doanh nghip trong nc v nc ngoi u c th tham gia thng

mi in t tm kim i tc, sn phm, gi c v phng thc giao dch ch sau

mt vi c click chut.



47/67

- 44 -

Th nm: Thng xuyn t chc cc hi ch, trin lm hng th

cng m ngh hocto iu kin cho cc doanh nghip tham gia cc hi ch,

trin lm quc t nhm mc ch gii thiu cc sn phm lng ngh ra th

trng quc t, nng cao thng hiu cho sn phm.

Th su: Nng cao nhn thc v TMT cho cc doanh nghip, xy

dng cho ngi dn thi quen mua hang qua mng. C th thy rng

nguyn nhn ch yu dn n s tht bi ca cc doanh nghip Bt Trng

trong vic ng dng TMT l s thiu hiu bit v TMT ca cc ch

doanh nghip. Hu ht h ch bit b tin ra thu xy dng website nhng

khng bit cch duy tr v qun l website ca mnh. V hu qu tt yuxy ra l cc website nhanh chng b ng ca do chi ph duy tr qu tn

km v khng mang li hiu qu. Vn t ra y l nh nc cn phi

c d n c th nhm nng cao hiu bit v kin thc TMT cho cc doanh

nghip Bt Trng chng hn nh: m cc lp o to ti a phng v mi

cc chuyn gia v ging dyvv..

2.4. xut ca nhm tc giThc t cho thy cc doanh nghip Bt Trng nhn thc c s

cn thit ca vic ng dng TMT trong hot ng sn xut kinh doanh v

cng c nhng u t cho vic xy dng website ca cng ty mnh. Tuy

nhin sau khi s u t ny khng mang li hiu qu, k vng ca cc

doanh nghip gm s Bt Trng v li ch ca TMT hu nh khng

cn. V th kh c th thuyt phc nhng doanh nghip ny b vn u t

mt ln na v ngay c khi h chp nhn u t, th cng kh mang li

hiu qu bi hiu bit hn ch v cng ngh thng tin v thng mi in

t. V pha Nh nc v a phng, cng c u t v d n c th

h tr nhng doanh nghip nhng hiu qu thm ch cn thp hn hot



48/67

- 45 -

ng t pht ca cc doanh nghip. nng cao hiu qu ng dng TMT i

vi cc doanh nghip gm s Bt Trng, ngoi s n lc ca 2 bn l cc

doanh nghip gm s v nh nc, a phng th cn cn c s tham gia ca

mt bn th 3, mt doanh nghip kinh doanh TMT.ng dng thng mi in t phi tri qua nhiu giai on, nng cao

dn hiu qu v trnh , nhn thc ca doanh nghip. Qu trnh i hi

phi c s tham gia ca mt doanh nghip chuyn hot ng trong lnh vc

TMT. Th nhng tht kh dung ha li ch ca cc bn, khi m doanh

nghip gm s Bt Trng khng cn mn m vi u t cho TMT cn

doanh nghip TMT khng tm thy li ch khi u t vo mt hng ny.

Vai tr ca nh nc lm cu ni gia cc doanh nghip gm s Bt Trng

v doanh nghip TMT chnh l yu t quyt nh, nht l l vic u t

trong giai on ban u.

Nhm tc gi xin xut kin ngh mt m hnh ng dng TMT cho

lng ngh Bt Trng, trong c s hp tc cht ch gia cc doanh

nghip gm s Bt Trng, nh nc v mt doanh nghip TMT t nhn.

Giaion1. Xy dngwebsite mi, hiu qu nhm qungb thng hiugm s Bt Trng

Nh nc cn cp vn ngn sch hoc ngun vn vin tr, phi hp

vi a phng, Hip hi gm s Bt Trng hp tc u t cho doanh

nghip TMT xy dng mt website chung qung b cho lng ngh Bt

Trng v cc sn phm gm s. Mc ch ca website ny l qung b

thng hiu Gm s Bt Trng, nht l ti th trng nc ngoi. Ni

dung ca website gii thiu v lng ngh Bt Trng, gallery nh cc sn

phm ca lng ngh (cha mang mc ch thng mi), gii thiu hot

ng sn xut kinh doanh ti Bt Trng. M hnh ny tng t nh mt s

website: www.hoianhandicraft.com (Xng sn xut th cng m ngh Hi



49/67

- 46 -

An),... Do c th ca sn phm th cng m ngh nn website c thit

k phi c tnh thm m cao, gallery trng by nh cc sn phm phi c

hnh nh cht lng, mang tnh ngh thut v a dng. y l iu m

nhng website trc y v gm s Bt Trng cha lm c. Hn na,website ny phi m bo tc truy cp cao bi s lng nh c dng

rt ln, tn min quc t, a ngn ng d dng qung b ra th trng

nc ngoi. Chi ph thit k mt website nh th l qu ln i vi cc

doanh nghip gm s Bt Trng. Do Nh nc cn h tr vn, doanh

nghip gm s Bt Trng phi hp cung cp thng tin v doanh nghip

TMT thc hin.

Xy dng v duy tr tt hot ng ca website l cha , vic qung

b website cng ng vai tr quan trng to ra hiu qu. Ch khi c

nhiu ngi bit n website, nht l ti th trng nc ngoi, th u t

mi mang li hiu qu v thng hiu gm s Bt Trng mi n c vi

khch hng. Chnh v khng bit cch qung b m website ca nhng

doanh nghip Bt Trng trc y sau khi lp ra c mt thi gian th b

b khng, khng c ngi truy cp cng nh khng c n t hng no.

Mun qung co ra th trng nc ngoi cn chi ph rt ln, hot ng lu

di, y l nhim v ca doanh nghip TMT. Vic qung co c thc

hin thng qua nhiu knh, qung co qua search engine cn chp nhn

chi ph gi c th hng cao v ng k nhng t kha ting Anh

thng dng, thng qua cc cng giao tip in t, sn giao dch, t chc

xc tin ca c ngoi, qua email

Khi nh gi thy s ngi truy cp vo website ng v n nh,

hot ng s chuyn tip sang giai on 2. Ngc li, nu website khng

mang li hiu qu cn tm hiu nguyn nhn, do ni dung khng tt hay

cha qung b c website qua internet a ra nhng gii php c th

khc phc. Trong giai on ny, Nh nc phi hp vi a phng, Hip



50/67

- 47 -

hi lng ngh nhm o to kin thc TMT cho doanh nghip, tuyn

truyn v li ch ca vic ng dng TMT. Doanh nghip TMT dn to mi lin

kt vi cc doanh nghip gm s nhm to tin cho vic trin khai sang giai

on tip theo.Giai on 2. Xy dng sn giao dch B2B

Thc t cho thy vic cc doanh nghip gm s t b kinh ph xy

dng website kh c th mang li hiu qu, tham gia sn giao dch B2B

khng nhng gip cc doanh nghip tit kim c chi ph m cn tn

dng c cc cng c, cc mi quan h ca sn giao dch. Hin ti, Vit

Nam c rt nhiu sn giao dch in t, nhng cng ch nhiu v s

lng, thiu cht lng thc s, thiu nhng sn chuyn v hng th cng

m ngh. Cc sn va hot ng va xy dng, li thiu cc bn tham gia,

cha sc thc hin qung b th trng nc ngoi. Cc doanh nghip

gm s Bt Trng d c tham gia nhng sn ny th cng khng em li

hiu qu ng k. Nh trng hp ca Cng ty c phn Gm s 51, mt

doanh nghip ln v i tin phong trong ng dng TMT Bt Trng, sau

khi website ca cng ty www.cps51.com ngng hot ng, Gm s 51 vn

ng tin gii thiu, tm kim i tc trn hng trm website, t nhng sn

giao dch, tranh vng ti nhng trang rao vt nhng khng thu c nhiu

kt qu.

Bn cnh , nhu cu tm kim i tc cung cp gm s qua

internet ca cc nh nhp khu nc ngoi l kh ln. Tham kho trn cc

sn giao dch ca Vit Nam hin nay, c th tm c hng lot cng ty c

nhu cu ny nh Tierra Fina (M, www.tierrafina.com), Hawa (c),Toptrade International (M, http://toptrade-hk.com), Leo Carell S. A(ThNh

K),...



51/67

- 48 -

V th, xy dng mt sn B2B chuyn v sn phm gm s, lm cu

ni gia cc doanh nghip sn xut gm s v nhng doanh nghip c nhu

cu nhp khu l vic lm cn thit. Sau khi xy dng v qung b

thnh cng website v sn phm gm s Bt Trng trong giai on 1, Nhnc tip tc h tr vn doanh nghip TMT xy dng website tr

thnh mt sn B2B hot ng theo m hnh mua hng thng qua tp hp

cc nh cung cp. Trong , doanh nghip TMT cung cp dch v cho cc

doanh nghip gm s Bt Trng. Doanh nghip TMT khng xy dng

catalogue sn phm m cc doanh nghip gm s Bt Trng t xy dng

cc catalogue sn phm ring ca mnh sau t vo "ch chung" to

nn catalogue chung. V th website s rt a dng sn phm v p ngnhiu hn nhu cu ca khch hng khi h gh thm. M hnh ny s gip

lin kt cc doanh nghip Bt Trng nh l thnh mt nh cung cp ln v

to nn sc mnh xm nhp th trng. Tuy nhin m hnh vn m bo l

khch la chn sn phm ca doanh nghip no th khch s lm vic vi

doanh nghip mt cch ring t.

Nh , doanh nghip gm s Bt Trng s khng mt mt khon

chi ph no ngoi vic xy dng catalogue sn phm trong khi li thu c

hng lot li ch t TMT. Cn doanh nghip TMT s tin hnh thu ph

ca doanh nghip gm s da trn doanh thu ca n hng. ng thi,

hon tr li khon u t cho Nh nc khi c doanh thu n nh.

Vic xy dng sngiao dch B2B khng c tin hnh ngay t u m

phi tri qua giai on xy dng website gii thiu sn phm gm s Bt

Trng cc doanh nghip gm s c thi gian lm quen vi TMT, xy

dng cataloge sn phm c cht lng v thm m cao.



52/67

- 49 -

Giaion 3. Xy dng Nh phn phi trc tuyn

Khi sn giao dch B2B hot ng n nh, doanh nghip gm sBt

Trng nhn c n t hng thngqua sn cn doanh nghip TMT cng

thu c li nhun t hot ng cung cp dch v, m hnh c ththc hingiai on th 3. Tin hnh chuyn mn ha cc khu sn xut, doanh nghip

TMT tr thnh mt Nh phn phi chung cho tt c cc doanh nghip gm

s Bt Trng. Sn giao dch B2B pht trin gip cho doanh nghip TMT c

iu kin tip xc, thu ht thm nhiu i tc. Qua xy dng c nhiu

knh phn phi, tin ti tr thnh Nh phn phi trc tuyn sn phm gm s

Bt Trng.

Trong m hnh ny, li ch ca TMT c th hin r nht, cc

doanh nghip gm s trc y phi tm kim n t hng qua sn giao

dch th n khi sn xut c chuyn mn ha, khu tiu th sn phm do

doanh nghip TMT m nhn. iu m bo cho doanh nghip gm s

Bt Trng c th tit kim thi gian, chi ph sn xut, ng thi hng li

kinh t nh quy m khi c nhng n hng ln n nh, gi thnh sn

phm qua gim xung. Doanh nghip TMT c th cung cp sn phm

cho i tc vi mc gi hp l m vn thu c li nhun. Doanh nghip

gm s Bt Trng tp trung vo sn xut cn doanh nghip TMT tp

trung vo tm kim n t hng, phn phi sn phm.

Tm li, thng qua ng dng thng mi in t theo tng giai on vi

s h tr vn ca Nh nc v shp tc ca doanh nghip TMT, hot

ng sn xut kinh doanh hng gm s Bt Trng s c chuyn mn ha,

lm gim gi thnh sn phm, tng li nhun cho doanh nghip gm s BtTrng.



53/67

- 50 -

KT THC VN

Sn phm gm s Bt Trng t xa n nay khng ch l nim t

ho ca ngi dn Bt Trng m n cn l ngun thu nhp chnh nui sng

hng nghn h dn Bt Trng. Trong vi nm gn y, ngun thu nhp t

hot ng sn xut gm s gim st ng k do gi c nguyn vt liu sn

xut tng cao v s cnh tranh gay gt trn th trng. c rt nhiu

doanh nghip phi ngng hot ng, nhiu nh xng b b hoang. Cc

ch doanh nghip cn li cng nhn bit c s nghim trng ca vn ,

ch ng nghin cu, sang to ra nhiu loi sn phm mi nhm thu ht

khch hang. Bn cnh , cc doanh nghip sm nhn thc c tm

quan trng ca vic ng dng TMT m rng th trng. Hng lot cc

website ca cc doanh nghip ra i nhm qung b sn phm ra th

trng quc t, tm kim cc n t hng. Tuy nhin do thiu s hiu bit

v kin thc TMT cng nh kh nng duy tr v qun l ca cc ch

doanh nghip nn cc website ny nhanh chng b b hoang.

TMT ang dn tr thnh phng thc kinh doanh trn ton th

gii, vic cc doanh nghip Bt Trng ng dng TMT l mt bc i ng

n. V vy nhm tc gi chng ti lm ti ny vi mong mun gp phn

nng cao hiu qu ca vic ng dng TMT cho cc doanh nghip gm s

Bt Trng.

H Ni, ngy 5 thng 8 nm 2008.



54/67

- i -

Ph lc

Ph lc 1. Website cc doanh nghip gm s Bt Trng

1. Hp tc x cng nghip s Hp Lc

www.hoplucceramic.com

2. Cng ty TNHH thng mi xut nhp khu H Ph

www.gomsubattrang.com


55/67

- ii -

3. Cng ty TNHH gm Xun Thy

www.gombattrang.com

4. Cng ty TNHH gm Hoa Thanh

www.hoathanhceramic.com

Cc website ny u l website tnh li do cng mt n v thit k nn

c cu trc, ni dung tng i ging nhau. Catalogue sn phm u c tnh

thm m thp, tuy nhin l mc trung bnh nu so vi website ca cc

doanh nghip khc, li thiu thng tin sn phm. Thm ch thng tin trn cc


56/67

- iii -

trang rt lu khng c cp nht (www.gomsubattrang.com khng cp

nht t nm 2003). Website cng mi ch dng li mc gii thiu sn

phm v doanh nghip ch cha c chc nng t hng trc tuyn.

Website c ca Hp Lc v Hoa Thanh c giao din bn ngoi tng i

p nhng catalogue sn phm khng to c s khc bit, khin ngi xem c

cm gic 4 website ny ch khc nhau ci tn.

5. Cng ty c phn Ph Vinhwww.minhhaiceramic.com

Website ny ang trong thi gian xy dng, ni dung cha c hon

thin nhng cng khng trnh khi sai lm ca nhng website trc .

Website vit bng ngn ng PHP nhng cng ch gii thiu doanh nghip v

sn phm, cc chc nng khc cha c hon thin, giao din khng hp

dn ngi xem.


57/67

- iv-

6. Cng ty TNHHxut khu gm s Bt Trngwww.hamico.com.vn

Website c giao din tng i thm m nhng catalogue sn phm likm nht trong s cc trang c nghin cu. Hnh nh nh ti mc khng

th phn bit r 2 sn phm. Tuy nhin website Hamico c nhng tin b

trong ni dung so vi cc trang khc khi bit to nim tin cho khch hngbng nhng thng tinv khch hng ca cng ty, hnh nh doanh nghip v

hat ng sn xut.

7. Cng ty gm An

www.ando-ceramics.com


58/67

- v -

y l website c tnh thm m cao nht, giao din n gin nhng em li

hiu qu. Tuy kch thc ca hnh nh sn phm vn nh nhng kh p,

ng tic l thng tin sn phm cha c. y cng l mt trong s t nhng

trang c chc nng t hng trc tuyn. Ni dung website nu c b sung

thm nhiu thng tin s t hiu qu cao hn.

8. Cng ty TNHH Nam Vitwww.sacgom.com

Mc d giao din v hnh nh sn phm cha tt nhng www.sacgom.com c

chc nng t hng trc tuyn kh hon thin so vi cc trang web khc.

Website c thng tin sn phm, chnh sch bn hng nhng vn cha c

trang b chc nng t hng trc tuyn. Nu xy dng thm chc nng ny s

nng cao ng k cht lng ca website.


59/67

- vi -

Ph lc 2. Hnh nh lng ngh gm s Bt Trng

ng vo lng gm c truyn Bt Trng.

Mt gc ph Bt Trng


60/67

-vii-

L nung bng than v ci

L nung gm bng gas

Hnh nh sn xut ti lng ngh


61/67

--viii

Ch Gm Bt Trng nm chnh gia lng c Bt Trng, cch trung tmthnh ph H Ni 14km. Ch Gm BtTrng c xy dng t nm 2003

nhn s kin SEA Game 23. n nay, sau gn 5 nm hot ng, Ch c

quy m ln vi 100 gian hng trng by v bn cc mt hng gm s truynthng v hin i c lm bng chnh i tay ngh nhn ca ngi th gmlng Bt Trng. Ngoi l mt u mi bn bun bn l cc mt hng gm sdn dng, Ch Gm Bt Trng cn l mt a danh du lch hp dn ca du

khch trong nc v quc t.

Hnh nh mt gian hng trong Ch gm s Bt Trng


62/67

- ix -

Bi bi T Lin - ni tp kt mt s lng ln sn phm Bt Trng,t y cung cp cho cc ca hng gm s ca H Ni.


63/67

- x -

Ph lc 3. Mt s sn phm ca lng ngh

Cc sn phm ca lng ngh Bt Trng gm c 3 nhm chnh : gm

gia dng (a, chu hoa, bt, chn, khay tr, m,), gm dng lm thcng (chn n, chn nn, l hng, nh,) v trang tr (m hnh nh,

long nh, cc loi tng). Hu ht gm Bt Trng c sn xut theo li

th cng, th hin r rt ti nng sng to ca ngi th lu truyn qua nhiu

th h.

Bnh gm

Tranh gm


64/67

- xi -

m chn

a

Chu t


65/67

-xii-

Bt

trang tr


66/67

-xiii -

Danh mc Ti liu tham kho

Ti liu ting Vit:

Bn in:

V Thng mi in t- B Thng mi, Bo co Thng mi int Vit Nam 2007, 2007.

Nguyn Vn Thoan, B mn Thng mi in t, trng i hcNgoi Thng, Tp bi ging Thng mi in t, 2007.

Nguyn Trung Ton, Khi qut Thng mi in t, 2007, NXB Laong.

Website:

www.hoplucceramic.com - Hp tc x cng nghip s Hp Lc.

www.gomsubattrang.com - Cng ty TNHH thng mi xut nhp

khu H Ph.

www.gombattrang.com - Cng ty TNHH gm Xun Thy.

www.hoathanhceramic.com - Cng ty TNHH gm Hoa Thanh.www.quangvinh.com.vn - Cng ty c phn Ph Vinh.

www.hamico.com.vn - Cng ty TNHHxut khu gm s Bt Trng.

www.minhhaiceramic.com - Cng ty TNHH gm Minh Hi.

www.ando-ceramics.com - Cng ty gm An .

www.sacgom.com - Cng ty TNHH Nam Vit.

http://battrang.info -Cng thng tinlng gm c truyn Bt Trng.



67/67

-xiv -

Ti liu ting Anh:

Bn in:

Turban, Electronic Commerce, 2006, Prentice Hall, USA.

Rayport J.F., Jaworski B.J., E-Commerce, 2001, Mc Graw-

Hill/Irwin, USA.

Erik Brynjolfsson, Glen L Urban, Strategies for E-business success,2001, Jossey Bass, USA.

Gary P. Schneider, James T.Perry, Electronic Commerce, 2000,Course Technology-Thomson Learning, Canada.

Website:

www.alibaba.com

www.tradekey.com

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