Bai Giang Marketing Cong Nghiep 4115

Bi ging Marketing cng nghip

Chng 1: TNG QUAN V MARKETING CNG NGHIP1.1. Khi qut v marketing cng nghip1.1.1 Khi nim marketing cng nghip - Khi nim marketing: Marketing l qu trnh xc tin vi th trng nhm tho mn nhng nhu cu v c mun ca con ngi. Hoc marketing l mt dng hot ng ca con ngi (bao gm c t chc) nhm tho mn cc nhu cu v mong mun thng qua trao i. Khi nim marketing cng nghip: Cc c nhn v h gi nh c nhu cu tiu dng c nhn hay gia nh gi l khch hng tiu dng. Cc t chc c nhu cu mua sm cho cc hot ng v qu trnh sn xut ca h gi l khch hng cng nghip. Cc khch hng c nhn hin ti v tim nng lp thnh th trng tiu dng. Cc khch hng t chc hin ti v tim nng lp thnh th trng t chc. Th trng cc doanh nghip gm tt c nhng t chc mua hng ha v dch v s dng vo vic sn xut ra cc sn phm khc hay nhng dch v bn, cho thu hay cung ng cho nhng ngi khc. Do : Marketing cng nghip l nhng hot ng marketing nhm vo vic bn cc loi hng ho/dch v cho cc doanh nghip hay t chc s dng trc tip hay gin tip vo hot ng ca h.1 - S bin i thut ng marketing cng nghip v qu trnh pht trin mn hc: + Khi mi ra i mn hc ny, ngi ta s dng thut ng marketing cng nghip (industrial marketing) dng ch qu trnh marketing nhng sn phm mang tnh cht cng nghip nh h thng my mc, trang thit b phc v sn xut cng nghip. + Sau vo nhng thp nin 70, 80, 90 th k XX, khoa hc marketing c s thay i kh ln. V tn gi nhiu gio trnh i tn t Industrial marketing thnh Business to Business marketing (B2B) hay n gin l Business marketing. S thay i cho thy mn hc khng ch b hp trong nhng sn phm cng nghip na m cho c dch v, sn phm nng nghip v tt c cc sn phm phc v trc tip hay gin tip cho qu trnh sn xut kinh doanh ca doanh nghip. Khch hng khng ch l cc doanh nghip kinh doanh m c cc t chc chnh ph, t chc phi li nhun, cc bnh vin, trng hc.1

TS. H Nam Khnh Giao (2004), Marketing cng nghip, NXB thng k, TP. H Ch Minh.

1


+ Hin nay, mt s trng i hc Vit Nam s dng nhiu thut ng nh: B2B marketing, marketing cng nghip, tip th gia cc t chc, marketing cng nghip Trong ph bin l thut ng marketing cng nghip. Trong thc t, mi chng ta thng xuyn chu nh hng mc no nhn thc c cc hot ng, cc chnh sch ca cc nh lm marketing, hot ng trong th trng tiu dng. C th chng ta tng cn nhc quyt nh chn mua mt loi sn phm no v cc quyt nh ny tng chu nh hng ca cc hot ng marketing. Hoc c nhng ngi no xem mt chng trnh qung co v xem n nh mt thng ip lin quan n iu h quan tm, mong mun v mt loi sn phm no hay ch l gii tr. Tuy nhin cc kinh nghim thc tin v th trng cng nghip hay cc hot ng thuc marketing cng nghip khng phi lc no cng c nhiu ngi chng ta chng kin hay chu tc ng. Trong th trng cng nghip, cc doanh nghip mua bn nguyn vt liu, cc chi tit, b phn v cng c th l cc thnh phm. iu gii thch cho vic cng chng t c c hi tip cn vi cc thng ip m cc nh lm marketing cng nghip chnh l do khch hng y l cc t chc. - Vai tr ca marketing cng nghip trong hot ng ca cc doanh nghip Khi lng tin lu chuyn v hng ha bn cho cc doanh nghip ln hn so vi trng hp bn cho ngi tiu dng. sn xut v bn c mt i giy th nhng ngi bn da sng phi bn da sng cho nhng ngi thuc da, ri ngi thuc da phi bn da thuc cho ngi sn xut giy, ngi sn xut giy bn giy cho ngi bn s, ri ngi bn s li bn giy cho ngi bn l, ngi ny cui cng s bn cho ngi tiu dng. Ngoi ra mi bn tham gia trong dy chuyn sn xut lu thng phn phi ny cn phi mua nhiu th hng ha v dch v khc na, v th m vic mua sm ca doanh nghip nhiu hn vic mua sm ca ngi tiu dng. Mt cch ngn gn c th ni rng, tt c cc doanh nghip mun bn hng ho dch v cho mt doanh nghip hay t chc no u phi ng dng marketing cng nghip. V d: Doanh nghip sn xut m n lin phi mua vo cc loi hng ho dch v sau: Nh xng, dy chuyn, cng ngh, my mc, nguyn vt liu (bt m, bt ngt, du n, gia v, hng liu), nhin liu (xng du, than ), bao b, vn phng phm ; Cc dch v cung cp ngun lao ng, dch v bo him, ngn hng, qung co, nghin cu th trng, dch v t vn ti chnh, t vn lut, dch v bo v, v sinh, du lch, n ung

2


Tt c nhng cng ty sn xut nhng mt hng trn u phi coi cng ty sn xut m n lin l khch hng ca h v phi ng dng marketing cng nghip cho hot ng ca mnh. Nh vy, marketing cng nghip c ng dng rng ri trong nhiu ngnh v nhiu doanh nghip khc nhau. 1.1.2. S khc nhau gia marketing cng nghip v marketing tiu dng Bng 1.1: So snh marketing cng nghip v tiu dng Ni dung Marketing tiu dng Marketing cng nghip - Cc c nhn, ngi tiu - Cc t chc, cc cng ty dng Khch hng - S lng khch hng t, - S lng khch hng nhng mua vi s lng ln, nhng s lng mua ln hn nhiu. nh - Khch hng tp trung - Khch hng phn b hn v a l. trn phm vi a l rng - Mua cho tiu dng c - Mua sn xut ra cc nhn hay h gia nh - Cu trc tip gi hng ho, dch v khc - Cu th pht bt ngun dng - Cu t co gin vi gi - n gin trong ngn hn - Nhiu yu t phc tp

Mc tiu mua

- Cu co gin nhiu vi t cu th trng tiu Nhu cu

Cc yu t nh hng n quyt nh mua

- t ngi tham gia vo - Nhiu ngi tham gia qu trnh quyt nh mua vo quyt nh mua - Khng chuyn nghip, - Chuyn nghip, theo tu thuc vo tng c quy trnh, chnh sch v nhn - Quan h lng lo th tc c nh sn. - Quan h rt cht ch tip, khch hng thng mua lp li, mua thng xuyn - Xc tin huych trng, - Sn phm quan trng, gi c, phn phi ng bn hng c nhn, phn3

Cch mua hng

Quan h gia khch hng v nh cung cp

- Khch hng thng mua - Thng mua bn trc qua trung gian

Vai tr ca cc cng c marketing


vai tr quan trng

phi vt cht quan trng.

1.1.3. Phn loi khch hng trong th trng cng nghip Da vo cch thc s dng sn phm hay dch v trong qu trnh hot ng, cc doanh nghip trong th trng cng nghip c phn thnh cc loi: a. Cc doanh nghip sn xut: Bao gm cc t chc mua sm sn phm, dch v nhm mc ch sn xut ra nhng sn phm, dch v khc bn hay cho thu. C hai loi khch hng sn xut: - Nh sn xut thit b gc: l cc doanh nghip mua sn phm hay dch v kt hp thnh sn phm ca mnh, ri bn cho th trng cng nghip hay th trng tiu dng. V d: Cc cng ty sn xut my tnh mua chp in t, cc cng ty sn xut t mua lp xe, v xe v lp rp. H chnh l nh sn xut thit b gc. im quan trng nhn din ra nhng khch hng ny l sn phm ca cng ty cung ng tr thnh mt b phn cu thnh ca sn phm cui cng do h lm ra. - Ngi s dng: l doanh nghip mua sn phm hay dch v lm phng tin sn xut ra hng ho hay dch v khc, ri bn ra th trng cng nghip hay tiu dng. V d: Cc cng ty sn xut cc mt hng g mua cc loi my ca, my khoan v cc my tng t khc thc hin sn xut. Doanh nghip tr thnh khch hng s dng khi sn phm h mua khng tr thnh mt b phn cu thnh trong sn phm ca h. Mt doanh nghip thng va l khch hng sn xut thit b gc i vi nh cung ng ny, va l khch hng s dng i vi nh cung ng khc. b. Cc t chc thng mi L nhng t chc mua hng ho, dch v bn li hoc cho thu ( nguyn dng mua) nhm mc ch kim li. H chnh l cc trung gian bn bun, bn l, trn th trng. i vi doanh nghip h l nhng trung gian, song h c quyn s hu sn phm mua nn ngi lm marketing cng nghip coi h nh nhng khch hng. c. Cc t chc nh nc Bao gm nhng c quan thuc chnh ph, chnh quyn a phng, cc ban ngnh, on th mua nhng hng ho cn thit thc hin nhng chc nng theo s phn cng ca chnh quyn.4


c chia thnh 3 loi: - Chnh quyn a phng: Bao gm UBND, HND cc x, huyn, thnh ph, tnh; cc s ban ngnh trc thuc nh: S cng nghip, s nng nghip v pht trin nng thn, s khoa hc cng ngh, s ti nguyn mi trng - Chnh ph: Bao gm cc b, c quan ngang b. Vit Nam c 22 b v cc c quan ngang b: B quc phng, b Cng an, b Ngoi giao, b Ni v, b T php, b K hoch v u t, b Ti chnh, b Cng thng, b Nng nghip v pht trin nng thn, b Giao thng vn ti, b Xy dng, b Ti nguyn mi trng v bin, b Thng tin v tuyn thng, b Lao ng thng binh v x hi, b Vn ho, th thao v du lch, b Khoa hc v cng ngh, b Gio dc v o to, b Y t, v cc c quan ngang b: U ban dn tc, ngn hng nh nc Vit Nam, thanh tra chnh ph, vn phng chnh ph. Mt s loi hng ho sn xut ra ch yu phc v nhu cu ca khch hng chnh ph nh: cc loi v kh, my mc quc phng, my bay qun s, cc cng trnh ln mang tm c quc gia nh h thng in cao th, sn vn ng quc gia, ng giao thng - Cc ban ngnh, on th, t chc phi li nhun: Vit Nam c: Hi ph n, on thanh nin, hi nng dn, hi ch thp , UB mt trn T Quc Cc c quan ny c nhu cu khc nhau c lin quan n c im ca tng ngnh, tng lnh vc trong vic mua sm cc sn phm, dch v phc v cho qu trnh hot ng. 1.1.4 Phn loi cc sn phm, dch v trong th trng cng nghip Ngi ta chia cc sn phm, dch v trong th trng cng nghip thnh bn nhm chnh sau: - Thit b nng: L nhng my mc thit b dng sn xut, c gi tr ln c coi l ti sn c nh ca t chc. Nhng thit b ny thng l nhng my mc c kch c ln, kh di chuyn nh: my tin, my mi, my nn thu lc, my i, cn cu, xe ti, my bin th, my mc trong h thng dy chuyn cng ngh Thit b nng thng c cc doanh nghip mua t hoc thu theo hp ng. u im ca vic mua t l doanh nghip c th ch ng trong kinh doanh, tuy nhin vi mt s doanh nghip thiu vn cha kh nng mua, h c th i thu. Mt s doanh nghip kinh doanh theo ma v nh doanh nghip kinh doanh xy dng c bn trong ma xy dng, nhu cu vn ti vt liu xy dng ln cao h thng i thu thm xe ti thay v i mua.

5


- Thit b nh: L nhng thit b c th di chuyn c d dng, c gi tr thp hn ng k so vi thit b nng. V d: My khoan cm tay, ko ct vt liu, dng c o c, phn mm my tnh, my tnh b ti - Thit b ph tr: L nhng thit b s dng cho cc hot ng h tr sn xut thng c gi l MRO: + Thit b bo qun (Maintenance): Bao gm sn, du m bo qun my mc, thit b lm sch, thit b dn dp v sinh + Thit b sa cha (Repair): Bao gm cc thit b dng sa cha cc loi my mc, h thng in, nc (km, tvt, bt th in) + Thit b vn hnh (Operating): Bao gm xng, du vn hnh my mc, vn phng phm phc v cho hot ng qun l, iu hnh - Nhng b phn cu thnh: L nhng sn phm khch hng mua lp rp vo sn phm cui cng ca h. V d: cc linh kin in t (main, chp, loa, mn hnh, mch) bn cho nh sn xut in thoi di ng. Khch hng ca loi hng ho ny thng l nh sn xut thit b gc, h mua chng lp vo sn phm cui cng, hoc l nh phn phi mua bn li kim li, hoc l nhng khch hng s dng mua thay th nhng thit b hng trong h thng my mc. - Vt liu th: Bao gm nhng sn phm to ra t cng nghip khai thc hoc ngnh nng lm nghip. V d: Khong sn: qung st, than , du th, ng, ch, thic Hi sn: cc loi tm, c, ng vt bin, rau bin Lm sn: g, cy rng Cc sn phm nng nghip: go, ng, khoai, sn, rau, c, qu Khch hng ca nhng sn phm ny l cc doanh nghip ch bin (khch hng s dng), hay nhng nh sn xut mua nhin liu vn hnh my mc. - Vt liu ch bin: Bao gm nhng loi nguyn liu qua ch bin m khng phi l cc b phn cu thnh. V d: Thp cn, thu tinh, kim loi rt mng Khch hng ca cc loi sn phm ny thng l nhng nh sn xut my mc thit b.6


- Dch v: Bao gm dch v cn thit phc v trong qu trnh sn xut kinh doanh ca doanh nghip. Cc dch v c s dng bi 3 l do sau: + Cc cng ty cung cp dch v thng cung ng nhng dch v c tnh chuyn mn cao, khch hng thng kh c th thc hin. + S dng dch v ca cc cng ty cung ng dch v doanh nghip c th cp nht v bt kp c nhng thay i trn th trng nhng lnh vc m h khng chuyn su. + S dng dch v bn ngoi gip chi ph thng xuyn, chi ph c nh ca doanh nghip gim i ng k. Bng 1.2: Phn loi dch v TT 1 Phn loi dch v Dch v v sinh V d minh ho V sinh cng nghip, lau knh cc cao c, git cc loi thm sn, bn gh vn phng c n V d: Cng ty chm sc nh Homecare, cng ty Hon 2 M Dch v an ninh, bo Gc cng, cho thu v s, bo v doanh nghip, nh v 3 hng, ngn hng VD: Cng ty V s - V ng Ngc Ho Dch v k ton, kim - Dch v k ton: Dch v hng dn nghip v k ton ton; Dch v lp Bo co quyt ton; T vn hon thin h thng k ton; chuyn i hnh thc bo co k ton sang chun k ton quc t, hoc ph hp vi cng ty m; - Dch v kim ton: Kim ton bo co ti chnh doanh nghip; Kim ton Bo co quyt ton XDCB;Kim ton tun th; Kim ton hot ng; Kim ton bo co ti chnh ca cc D n; Kim ton 4 5 Dch v ti chnh t l ni a ho Dch v ngn hng, chng khon

Dch v cho thu ti Cho thu thit b, my mc xy dng ln, xe vn ti chnh7


6

Dch v qung co, Thit k, thi cng, thc hin cc chng trnh qung quan h cng chng co truyn hnh, bo ch, qung co ngoi tri, cc chng trnh truyn thng, dch v gi th qung co, t chc hi ch VD: Cng ty qung co t Vit, Qung co Vit M (Vinataf), Qung co Tr Dch v iu hnh, Sa cha cc thit b, o to vn hnh, s dng, lp sa cha Dch v nhn s t Cung cp ngun nhn lc, t vn gii thiu vic lm, o to VD: Cng ty Navigos Group (vietnamwork), bo Lao ng T vn lut, qun tr, marketing, t vn k thut cng

7 8

9 10 11 12 13 14

Dch v t vn

ngh Dch v my tnh, tin Dch v cung cp phn mm my tnh, vit chng hc Dch v k thut Dch v bo him trnh, bo dng, bo hnh, sa cha my tnh Dch v thit k h thng my mc, dy chuyn cng ngh, cng sut, phng th nghim Tai nn, chy n, hng hi, lao ng

VD: Cng ty Bo Vit, AIA, AAA Dch v chm sc sc Dch v ca bnh vin, phng khm t nhn kho Dch v php l Quan h lao ng, thu, bng pht minh sng ch VD: Cng ty t vn v dch v php l VINAJOCU, cc vn phng lut s Dch v vn chuyn, dch v giao nhn, dch v cho thu kho bi VD: Cng ty kho vn Min Nam, Cng ty Kho vn giao nhn ngoi thng, Vinalink

15

Dch v phn phi

1.2. H THNG MARKETING CNG NGHIP V CC YU T NH HNG1.2.1 H thng marketing cng nghip

8


Nh cung cp nguyn liu

Nh sn xut hng ho dch v cng nghip

i din nh sn xut

Nh phn phi cng nghip

Chi nhnh ca nh sn xut


i din nh sn xut



Khch hng t chcHnh 1.1: H thng marketing cng nghip

Mt h thng marketing cng nghip gm bn thnh t c bn: (1) Nh sn xut hng ha, dch v cng nghip; (2) Nh cung cp cho nhng nh sn xut ny; (3) Khch hng; (4) Cc knh phn phi ni nh sn xut v khch hng a. Nh cung cp nguyn liu Cc nh sn xut hng ho v dch v cng nghip cn nguyn vt liu sn xut v thng nguyn vt liu ny c mua t cc t chc khc. Nhng nh sn xut mua thit b, s cung cp v vt liu t cc nh sn xut khc, t cng nghip m, nui trng v khai thc thu hi sn, lm sn, sn xut ra hng ho v dch v.9


b. Nh sn xut hng ho, dch v cng nghip Hng ho v dch v cng nghip c to ra bi nhng t chc kinh doanh nh cc phn xng lp rp, cc nh my sn xut thp, nh my sn xut cng c, nh my sn xut nguyn liu giy, cc phn xng ch bin, cc xng lp rp, cc doanh nghip cung cp dch v c. Khch hng Khch hng ca hng ho, dch v cng nghip bao gm cc doanh nghip sn xut, cc t chc thng mi v cc t chc chnh ph d. Cc knh phn phi - Chi nhnh ca nh sn xut: y l nhng trung gian thuc nh sn xut, thc hin nhng chc nng phn phi hng ho trn th trng cng nghip. C hai loi: + Chi nhnh c d tr: Thc hin chc nng lu kho (ti kho ring ca mnh) v c iu hnh bi nh sn xut. Cc chi nhnh ny thng c t nhng v tr chin lc phc v khch hng mc tiu. + Vn phng chi nhnh: Cng chu s chi phi v iu hnh ca nh sn xut, hot ng nh nhng vn phng bn hng ti khu vc. Tuy nhin, nhng vn phng ny khng d tr hng ho, c t nhng v tr chin lc lm c s cho lc lng bn hng ca cng ty trn khu vc . - Nh phn phi cng nghip: Nh phn phi cng nghip l trung gian bn li hng ho trn th trng cng nghip. H c tn gi ring, iu hnh mt cch c lp vi nh sn xut, thc hin chc nng lu kho, d tr hng ho. - i din ca nh sn xut:i th cnh l c lp, bn hng trn danh ngha ca nh sn xut L nhng i v hng hoa hng.tranh miNguy c t i th cnh tranh mi

1.2.2. Cc yu t nh hng n h thng marketing cng nghip a. Cp ngnh cng nghip:Nguy c t cc sn phm thay th

Nh cung cp

Quyn lc ca nh cung cp

Cc i th cnh tranh hin c

Quyn lc ca khch hng

Khch hng

Sn phm thay th

10

Hnh 1.2: M hnh nm lc lng cnh tranh ca Michael E. Porter


- Cc i th cnh tranh trong ngnh: Cc doanh nghip ang kinh doanh trong ngnh s cnh tranh trc tip vi nhau to ra sc p tr li ln ngnh to nn mt cng cnh tranh. Trong mt ngnh cc yu t sau s lm gia tng sc p cnh tranh trn cc i th + Tnh trng ngnh : Nhu cu, tc tng trng ,s lng i th cnh tranh... + Cu trc ca ngnh : Ngnh tp trung hay phn tn Ngnh phn tn l ngnh c rt nhiu doanh nghip cnh tranh vi nhau nhng khng c doanh nghip no c kh nng chi phi cc doanh nghip cn li Ngnh tp trung : Ngnh ch c mt hoc mt vi doanh nghip nm gi vai tr chi phi (iu khin cnh tranh- C th coi l c quyn) + Cc ro cn rt lui (Exit Barries) : Ging nh cc ro cn gia nhp ngnh, ro cn rt lui l cc yu t khin cho vic rt lui khi ngnh ca doanh nghip tr nn kh khn Ro cn v cng ngh, vn u t Rng buc vi ngi lao ng Rng buc vi chnh ph, cc t chc lin quan Cc rng buc chin lc, k hoch. V d: Trong ngnh thp Vit Nam hin nay c cc i th ang cnh tranh nh: thp Thi Nguyn, thp Vit , thp Min Nam - i th cnh tranh mi (tim n): Theo M-Porter, i th tim n l cc doanh nghip hin cha c mt trn trong ngnh nhng c th nh hng ti ngnh trong tng lai. i th tim n nhiu hay t, p lc ca h ti ngnh mnh hay yu s ph thuc vo cc yu t sau: + Sc hp dn ca ngnh: Yu t ny c th hin qua cc ch tiu nh t sut sinh li, s lng khch hng, s lng doanh nghip trong ngnh. + Nhng ro cn gia nhp ngnh: l nhng yu t lm cho vic gia nhp vo mt ngnh kh khn v tn km hn . 1. K thut 2. Vn 3. Cc yu t thng mi: H thng phn phi, thng hiu , h thng khch hng ... 4. Cc ngun lc c th: Nguyn vt liu u vo (b kim sot), bng cp , pht minh sng ch, ngun nhn lc, s bo h ca chnh ph .... V d: Vn ti bin l ngnh yu cu v lng vn ln, yu cu a im cung ng (gn sng, bin), v ngun nhn lc c th do l mt trong nhng ngnh ro cn ra nhp ln.11

Bi ging Marketing cng nghip - Nh cung cp:

+ S lng v quy m nh cung cp: S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh, doanh nghip. Nu trn th trng ch c mt vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b hot ng sn xut kinh doanh ca ngnh. + Kh nng thay th sn phm ca nh cung cp: Trong vn ny ta nghin cu kh nng thay th nhng nguyn liu u vo do cc nh cung cp v chi ph chuyn i nh cung cp (Switching Cost). + Thng tin v nh cung cp: Trong thi i hin ti thng tin lun l nhn t thc y s pht trin ca thng mi, thng tin v nh cung cp c nh hng ln ti vic la chn nh cung cp u vo cho doanh nghip. V d: Nh cung cp trong nhng ngnh ch bin nng sn, khong sn thng c quyn lc ln do doanh nghip phi ph thuc vo ngun nguyn liu v a l - Cc khch hng: Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh. Khch hng gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km v chnh h l ngi iu khin cnh tranh trong ngnh thng qua quyt nh mua hng. Tng t nh p lc t pha nh cung cp ta xem xt cc tc ng n p lc cnh tranh t khch hng i vi ngnh: + Quy m + Tm quan trng + Chi ph chuyn i khch hng + Thng tin khch hng V d: Ngnh sn xut thit b in ln nh my bin th c ln, thit b in cho ng dy ti trng ln (500kv), khch hng duy nht l chnh ph. Do quyn lc ca khch hng l rt ln. Cng ty sn xut bao b phc v cho nhu cu nh my xi mng Bt Sn, ch c mt khch hng duy nht do quyn lc ca khch hng trng hp ny cng rt ln. - Cc sn phm thay th: Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh. V d: Qut cng nghip ang b thay th dn dn bi iu ho cng nghip. b. Cp v m - Mi trng kinh t: Bao gm cc yu t nh: tnh hnh pht trin hay suy thoi kinh t, t l lm pht, gi c, t l tht nghip, thu nhp bnh qun12


- Mi trng cng ngh: Cng ngh mi ra i c th thi loi mt loi sn phm thm ch c mt ngnh sn xut. V d: my tnh vi phn mm x l vn bn thay th my nh ch, my pht thay th giy than, my nh k thut s thay th my nh phim - Mi trng chnh tr/php lut: Bao gm nn chnh tr ca mt quc gia, h thng lut php, cc quy nh, vn bn, cc chnh sch pht trin kinh t, cc loi thu, hn ngch xut nhp khu - Mi trng t nhin: Bao gm cc loi ti nguyn thin nhin: khong sn, t, nc, kh hu - Mi trng quc t: S nh hng ca ton cu ho, din bin kinh t, chnh tr trn th gii, nh hng ca ngun nguyn liu, gi c, i th cnh tranh trn quy m ton cu. CU HI N TP THO LUN 1. Hy cho bit sn phm chnh, khch hng chnh ca mt doanh nghip sn xut hng ho, dch v cng nghip. 2. Hy nu v gii thch s khc bit gia marketing cng nghip v marketing tiu dng. 3. Sn phm cng nghip c chia thnh nhng loi no? cho v d minh ho. 4. Khch hng cng nghip c chia thnh nhng i tng no? nh hng marketing cho tng i tng?

13


Chng 2: HNH VI MUA CA KHCH HNG T CHC2.1. M HNH HNH VI MUA V CC NHN T NH HNG2.1.1. Khi nim m hnh hnh vi mua M hnh hnh vi mua m t cc yu t nh hng n qu trnh quyt nh mua, gip cho cc nh marketing c c s phn tch v thit k cc gii php, chnh sch thch hp.2 Trong s cc m hnh hnh vi mua, m hnh ca Webster v Wind3 c xem s dng kh ph bin. S 2.1: M hnh hnh vi mua ca khch hng cng nghip Mi trng - Chnh ph - Kinh t - Cng on - Hip hi kinh doanh - T chc x hi - Nh cung cp - Khch hng - Hip hi ngh nghip - Cng ngh...

T chc - C cu t chc - Cng ngh s dng - Mc ch v nhim v Quan h Mi tng quan gia cc thnh vin ca trung tm mua C nhn - C tnh -c im vn ho, ngh nghip HNH VI MUA

2.1.2. Cc nhn t nh hng n hnh vi mua - Yu t mi trng: Mi trng l cc yu t chnh tr, php lut, kinh t, vn ho v cc yu t bn ngoi t chc. Cc yu t mi trng c th hin c th l s nh hng ca chnh ph, cc t chc chnh ph v x2 3

Nguyn Quc Tun (2006), Gio trnh marketing k ngh, Bi ging in t, Nng Webster, F. E. & Y. Wind l hai nh khoa hc ngi M ng tc gi cun Organisational Buying Behaviour, xut bn nm 1972.

14


hi, cc nh cung cp, khch hng v cc t chc i th cnh tranh. Cc yu t mi trng cung cp thng tin, xc nh cc gi tr, quy nh v cc iu kin chung v kinh doanh. Di tc ng ca nhn t mi trng, mt s xu hng m khch hng cng nghip thng bc l l: - Khi nn kinh t suy thoi, nhu cu u t kinh doanh gim, khch hng cng nghip gim sc mua sm cc loi trang thit b, nguyn vt liu - Gia tng lng d tr nguyn vt liu qu him v cc hp ng di hn mua chng. - y mnh vic mua sm trang thit b mi lin quan n bo v mi trng v u t nhiu hn cho cng ngh mi - u tin la chn thit b, my mc tit kim nguyn nhin vt liu - c im ca t chc Cc yu t v t chc l cc nhm yu t cng ngh, c cu t chc, mc ch v cc nhim v v nhn vin ca t chc. Mi nhm yu t t chc c mi tng quan nht nh trong nhng tnh hung mua c th v nh hng c th n c cu v chc nng ca trung tm mua. Tm nh hng ca yu t cn phn tch l mi tng quan gia mc tp trung-phn tn trong vic thc hin chc nng mua sm. Cc nhm yu t t chc tng tc ln nhau v to nn mi trng t chc v nh hng n vic hnh thnh cc mong mun, mc ch, thi v nhng mc nh ca cc thnh vin ca trung tm trong vic ra quyt nh. C cu t chc c Webster v Wind phn chia thnh nm nhm yu t nh hng n qu trnh ra quyt nh mua l truyn thng, u quyn, tnh trng, khen thng v nhm yu t thuc chc nng tc nghip. Nhim v ca cc nh marketing cng nghip l nhn bit vai tr tng yu t c cch gy nh hng hiu qu. Truyn thng thc hin bn chc nng c bn: thng tin; hng dn v yu cu; nh hng v thuyt phc; v chc nng phi hp v do cn nh gi tng thnh vin ca trung tm mua c vai tr nh th no trong cc chc nng trn. U quyn xc nh quyn hnh ca tng thnh vin ca trung tm mua v thm nh, ra yu cu hay tc ng khc trong qu trnh ra quyt nh mua. Tnh trng xc nh cc c nhn no s c vai tr g trong trung tm mua. H thng khen thng xc nh nh gi hnh vi tng thnh vin v kt qu ca h trong vic tham gia vo qu trnh ra quyt nh mua. V nhm yu t thuc v chc nng tc nghip lin quan n vic hnh thnh th tc mua sm cng nh qu trnh ra quyt nh mua. Cc nh lm marketing cn quan tm n mt s khuynh hng sau y ca khch hng:15


- Khuynh hng nng cp b phn cung ng: Thng thng b phn cung ng thng chim mt v tr thp trong h thng th bc qun tr. Tuy nhin, do sc p cnh tranh gn y buc nhiu cng ty phi nng cp b phn cung ng ca mnh v a nhng ngi ph trch b phn ln nhng chc v cao hn. Nhng b phn ny chuyn t b phn cung ng kiu c, ch ch trng n vic mua c r nht thnh b phn mua sm c nhim v tm kim gi tr tt nht t cc cung ng. Mt s cng ty a quc gia nng b phn ny thnh b phn chin lc vt t vi trch nhim tm mua vt liu trn khp th gii v lm vic vi cc i tc chin lc. Nhiu cng ty ang tm kim nhng lnh o gii v tr lng cao hn. iu c ngha l nhng ngi hot ng trn th trng cc doanh nghip phi nng cp cc nhn vin bn hng ca mnh ln cho tng xng vi cp bc v trnh ca ngi mua ca khch hng cng nghip. - Cung ng tp trung: Trong nhng cng ty c nhiu chi nhnh, ton b vic cung ng thng do cc chi nhnh thc hin ring r v nhu cu ca h khng ging nhau. Nhng gn y, cc cng ty bt u tr li tp trung cng tc cung ng trong mt mc no . Cc c quan u no xc nh nhng vt t cn mua cho mt s chi nhnh cn li mua tp trung. Tng chi nhnh c th mua hng t cc ngun khc nu h c th k c nhng hp ng tt hn, nhng ni chung vic cung ng tp trung s tit kim c nhiu cho cng ty. Ngoi nhng u i v gi c v phng thc giao hng, nhiu cng ty dch v nh nh hng, khch sn thng mua tp trung cho chui n v ca mnh m bo tnh ng b. i vi mi ngi lm marketing cng nghip iu ny c ngha l s thit lp quan h vi t ngi mua hn nhng cp cao hn. - Hp ng di hn: Nhng khch hng cng nghip ngy cng ch ng xut nhng hp ng di hn vi nhng ngi cung ng ng tin cy. Cc doanh nghip cung ng cng cung cp cho khch hng ca mnh h thng giao dch n hng in t phc v cho vic mua bn thng xuyn, di hn. Do , ngi lm marketing cng nghip cng kh khn hn trong vic chen chn vo nhng hp ng cung ng di hn ny. - nh gi thnh tch cung ng: Ngy nay, nhiu cng ty xy dng ch khen thng i vi nhng ngi qun l cung ng c thnh tch mua sm tt, rt ging nhng nhn vin bn hng c thng v c thnh tch bn hng tt. Nhng ch nh vy s kch thch nhng nh qun tr cung ng tng cng sc p ca mnh nhng ngi bn hng chp nhn nhng iu kin c li nht cho h. - Yu t v quan h:16


Cc yu t v quan h lin quan n khi nim v trung tm mua. Theo m hnh hnh vi mua Wesber v Wind, chc nng ca trung tm mua l mt trong nhng ni dung ca m hnh v c hnh thnh bi mi tng tc gia cc c nhn. Cc ni dung c th cn nghin cu nh l vai tr ca cc thnh vin tham gia vo trung tm mua, cc mong mun, hnh vi, cc mi quan h. c bit l mi quan h thn quen gia nhng ngi c nh hng mua vi nhng ngi trong doanh nghip hay ngoi doanh nghip khch hng. N nh hng n phng thc ra quyt nh, s la chn nh cung ng v khng kh lm vic ca mt t chc. Mi quan h c nhn c nh hng mnh n quyt nh mua, vic xc nh chnh xc mc nh hng ca n lun l b n vi nhng ngi lm marketing. D kh khn, nhng vn phi tm cch phn tch cn k mi quan h qua li ny to ra nhng kch thch marketing ng ch, ng hng, ng ngi. - Yu t c nhn: Nhm yu t cui cng cn phn tch trong m hnh hnh vi mua ca doanh nghip l cc yu t c nhn, hay chnh l hnh vi c nhn v mi tng quan vi nhau trong t chc. Mt quyt nh mua trong t chc l kt qu ca mt qu trnh tho lun, tho thun hay bt c mt tc ng gy thuyt phc no khc, c ngha l do cc yu t hnh vi c nhn gy nn. Thng thng nhiu c nhn nh hng n mt quyt nh trong qu trnh mua sm trong th trng cng nghip. iu quan trng l xc nh ai l ngi quyt nh ch yu v vai tr ca mi c nhn. H c th l ngi ph trch mua, k s trng, nhn vin kim tra, gim c sn xut hay c th l mt nhn vt no khc. Trong mi doanh nghip, vai tr ca mi c nhn trong quyt nh mua c th rt khc nhau, thm ch trong cc doanh nghip cng ngnh, cc nhn vin c chc nng tng t c vai tr rt khc nhau trong quyt nh mua. V vy vic tm hiu vai tr c th ca cc c nhn trong quyt nh mua trong tng t chc c th l mt cch tip cn hu hiu trong vic thuyt phc khch hng. Vic mua sm mt hng no, s lng bao nhiu v yu cu v c im sn phm nh th no l phc v cho cc hot ng v mc ch ca t chc, chng phi lin quan c nhn c th c vai tr trong quyt nh mua trong t chc v cng khng lin quan n c tnh v s thch ca h. Tuy nhin thc t cho thy, ng c, nhn thc, c tnh v s thch ca mt c nhn c th, nht l ngi c vai tr ch yu li l mt trong nhng yu t quan trng nh hng quyt nh mua. Nhng yu t ny ph thuc vo trnh hc vn, vn ho, trnh ngh nghip, nhn cch, thi vi ri ro C nhng ngi thch mi chuyn u n gin, c ngi mun th tt nht, c ngi mun mi th u m bo, c ngi t ra l chuyn gia V vy, ngi bn hng phi tm hiu r tng c17


nhn khch hng tin hnh phn loi h mt cch chnh xc. Li khuyn cho nhng nhn vin bn hng l lp s l lch khch hng xut pht t l do nu trn.

2.2. NHNG DNG TNH HUNG MUA CH YUCc chuyn gia marketing tng kt ba dng tnh hung mua ch yu sau: 2.2.1. Mua lp li khng thay i Mua li khng thay i l vic mua li cc mt hng t cng mt hay mt vi nh cung cp m doanh nghip tng mua sm t trc. Vic mua sm c th c thc hin vo nhng lc tn kho t n mc nht nh hay sau mt khong thi gian nht nh. Ngi i mua la chn ngi cung ng trong danh sch c duyt, c xem xt mc tho mn ca h trong nhng ln mua trc. Nhng ngi cung ng c chn c gng duy tr cht lng sn phm v dch v. Nhng ngi cung ng cha c chn, hoc l ngi n sau c gng li dng nhng iu khch hng cha hi lng i th cnh tranh hoc tm cch cho mt mt hng mi h s xem xt n vic mua s lng no ca mnh. Nhng ngi cung ng khng c la chn c gng ginh cho c mt n hng nh ri sau dn dn tng t l t mua ca khch hng. Trong tnh hung ny, s quan tm ln nht ca khch hng l vic giao hng ng hn, ng s lng v ng cc tiu chun k thut. Mi e do ln nht ca cc cng ty cung ng sn phm, dch v cng nghip l s chen chn ca i th cnh tranh. Nhng cng ty ng qun trn thnh cng, giao hng tr hn, sn phm sai hng, dch v yu km s to c hi cho i th cnh tranh chen chn vo. 2.2.2. Mua lp li c thay i L tnh hung mua trong ngi mua a ra nhng n t hng lp li, nhng c nhng yu cu iu chnh thay i quy cch sn phm, tnh nng, gi bn v nhng iu kin cung ng khc. Trong tnh hung ny s cnh tranh gia nhng nh cung ng thng gay gt hn v c hi chen chn ca nhng ngi cha c chn cao hn. Nhng ngi cung ng c chn trc y bt u lo lng v buc phi n lc gi khch hng. Cc i th cnh tranh c c hi a ra n cho hng c li hn nhm ginh ly mi lm n mi. Tm ra c hi cng hin tt hn cho khch hng l khu hiu m tt c cc nh cung ng u phi thc hin tc ng vo khch hng nu h khng mun mt i th phn hoc mun tng thm th phn ca mnh.

18


2.2.3. Mua sm phc v nhim v mi L tnh hung mua m ngi mua mua mt loi sn phm, dch v ln u tin. Trong tnh hung ny ngi mua tin hnh tt c cc giai on ca qu trnh mua sm, t giai an u tin l nhn din nhu cu cho n giai on thu thp thng tin phn hi v nh gi. Trng hp mua mi pht sinh khi khch hng xy dng thm vn phng, chi nhnh mi hay sn xut thm sn phm mi. Chi ph v ri ro mua hng cng ln th s ngi tham gia vo quyt nh mua cng nhiu, khi lng thng tin cn thu thp cng ln, v thi gian quyt nh mua cng di hn. Tnh hung mua sm phc v nhim v mi l c hi v thch thc ln nht i vi ngi lm marketing. V nu thnh cng n s dn n nhng n t hng thng xuyn v cui cng l hnh thc mua li khng c s thay i. H c gng tip cn cng nhiu ngi c nh hng n vic mua sm cng tt v c gng cung cp nhng thng tin hu ch n khch hng. Do tnh cht phc tp ca vic bn hng trong tnh hung mua ny, nhiu cng ty s dng mt lc lng bn hng gm nhng nhn vin bn hng gii nht. Qu trnh mua sm phc v nhim v mi phi tri qua mt s giai on l: bit n, quan tm, nh gi, dng th v chp nhn. Cc cng c thng tin c hiu qu thay i theo tng giai on. Phng tin thng tin i chng l quan trng nht trong giai on quan tm. Cc ngun thng tin k thut quan trng trong giai on nh gi. Do vy ngi lm marketing phi s dng nhng cng c khc nhau cho tng giai on ca qu trnh mua sm phc v nhim v mi.

2.3 NHNG NH HNG MUA2.3.1. Nhng ngi tham gia vo qu trnh quyt nh mua Xc nh c nhng c nhn no c nh hng n quy trnh mua hng trong t chc khch hng l mt cng vic quan trng v c ngha ln i vi nhng ngi lm marketing. Nhng c nhn ny c nh hng hai chiu tch cc hoc tiu cc. H c th xc tin qu trnh mua hoc nh hng hu b vic mua hng. Do , vic xc nh nhng ngi ny s gip cng ty xy dng c nhng chng trnh marketing d dng, thun tin, hiu qu hn trong vic tip cn khch hng. C my loi nh hng chnh sau: - Ngi khi xng: L nhng ngi u tin nhn din v xc nh vn m c th gii quyt thng qua vic mua sm hng ho, dch v. Thng l ngi s dng sn phm dch v, cc qun c phn xng, gim c k thut

19


- Ngi gc ca: L ngi c vai tr iu khin cc lung thng tin v vic tip cn ngi ra quyt nh mua. Thng l nhn vin l tn, trc tng i, nhn vin phng cung ng. - Ngi c nh hng: L nhng ngi s c kin tch cc hay tiu cc trong vic ra quyt nh mua hay khng mua sn phm, dch v. Thng l nhng chuyn vin k thut, ph trch cc phng chc nng - Ngi quyt nh: L nhng ngi quyt nh nhng yu cu v sn phm v nhng ngi cung ng. H l nhng ngi c thm quyn trong t chc. - Ngi ph duyt: L nhng ngi ph chun nhng ngh ca ngi quyt nh hay ngi mua. H thng l ngi c thm quyn cao nht trong t chc. - Ngi mua: L ngi gi vai tr quan trng trong vic la chn a im bn hng, cc iu kin lin quan n thi hn v phng thc thanh ton, giao hng. Trong nhng trng hp mua bn phc tp ngi mua c th bao gm c nhng nh qun tr cp cao tham gia thng lng. - Ngi s dng: L nhng ngi s trc tip s dng hng ho, dch v c mua. Trong qu trnh s dng, h gip t chc nh gi sn phm, lm cn c thc hin nhng ln mua tip theo (nu c). Nhng ngi nh hng mua cn c th l nhng c nhn bn ngoi cng ty khch hng. V d nh cc nhn vin mua hng c th nghe li khuyn t nhn vin mua hng ca cc cng ty khc, hay ngi thn ca h. Vic nhn din v tip cn nhng ngi ny rt kh, tuy nhin ngi lm marketing c th m rng n t hng nh uy tn to dng c, thng qua vic gii thiu ca nhn vin mua hng cng ty ny n cng ty khc. 2.3.2. S lng ngi tham gia mua v nh hng mua c bn S lng thc t nhng ngi tham gia mua mt sn phm, dch v no khc nhau gia cc t chc mua. S khc nhau thng l do quy m ca t chc mua, phm vi s dng, gi tr, hm lng k thut ca sn phm. V d nh khi sn phm mua c s dng nhiu phng ban khc nhau, s lng ngi tham gia mua s tng ln. Sm phm mua cng c gi tr ln th s lng nh hng mua cng tng ln, tuy nhin nu hm lng k thut ca sn phm cng cao th s lng nh hng mua s gim i. C mt s quy tc trong vic xc nh s lng nh hng mua. S lng ngi tham gia vo qu trnh mua khong t 1 n 20 ngi, trung bnh c 5 ngi tham gia vo qu trnh mua, nhng cng ty ln trn 500 ngi c th c nhiu hn. C nhiu ngi tham gia vo qu trnh mua nhng khng phi ai cng c nhng nh hng nh nhau, m s c mt vi ngi c nh hng nhiu hn ngi khc. H l nhng ngi c th lm cho ngi khc thay i theo kin ca h. Chnh v vy nhim v ca ngi lm marketing cng nghip l20


phi tm c ngi c nh hng mua quan trng nht. Trn thc t, cng vic ny khng d dng nhng cng c mt s quy tc xc nh c h. Nhng ngi bn hng trc tip thng c c hi nhiu nht trong vic tip xc vi nhng ngi tham gia mua, nn thng h cng phi l ngi xc nh nhng ngi nh hng mua quan trng. Tuy nhin, trong mt s trng hp phc tp, cn phi dng n nghin cu marketing tm ra h. Ngi lm marketing phi cc nh c: ai l ngi tham gia ch yu vo quyt nh mua? H c nh hng n nhng quyt nh no? Mc nh hng ca h ra sao? H s dng nhng tiu chun nh gi no? Ngoi ra cn tm hiu v c tnh c nhn ca h nh: s thch, quan im, mong mun, kinh nghim mua hng Nu xc nh c iu ngi lm marketing s c nhng tc ng ph hp, em li kh nng chin thng cao trong cnh tranh. Khi trung tm mua sm c nhiu ngi tham gia vo th vic tip cn tt c trong s h tng i tn thi gian v tin bc. Do cn chn lc nhng ngi c nh hng mua quan trng nht tip cn. i vi nhng cng ty c kh nng th vic tip cn cng nhiu nh hng mua cng tt. Nhn vin bn hng ca cng ty gn nh sng cng vi khch hng mua vi s lng ln. Nhng nh hng mua c bn c th thay i thng xuyn do nhng thay i nhn s trong t chc ca khch hng nh ngh vic, ngh hu, thng chc V vy, tm hiu nhng ngi nh hng mua c bn phi l vic c duy tr lin tc nu ngi ph trch marketing mun tip tc gi khch hng. 2.3.3. Trung tm mua hng Bao gm nhng c nhn trong t chc mua hng c lin quan trc tip n tin trnh mua hng. Thng bao gm: ngi s dng, ngi nh hng, ngi ra quyt nh, ngi mua trc tip. H l nhng ngi tham gia vo qu trnh mua hng t vic tm kim thng tin, tm kim i tc, n vic m phn, k kt hp ng, nhn hng v thit lp mi quan h di hn vi nh cung cp. Mt t chc thng c mt hay mt s trung tm mua hng. i vi nhng hng ha mua thng xuyn nh nguyn, nhin vt liu, nhim v mua hng thng c giao cho mt b phn thng c gi l phng vt t, hay phng cung ng. Cn khi mua nhng mt hng phc tp, vi mi mt loi mt hng khc nhau, h c th thnh lp nhiu trung tm mua tin hnh mua hng ho. Cc thnh vin trong mi trung tm v vai tr ca h c th thay i tu thuc vo tng giai on mua v loi sn phm cn mua. Nhim v ca ngi lm marketing l: 1- Xc nh s lng cc trung tm mua hng v cc thnh vin. 2- Xc nh qu trnh quyt nh mua mi trung tm. 3- Xc nh c s khc bit mi trung tm khi mua cc sn phm khc nhau. 4- Hiu bit c c im ca mi trung tm v quan h ca h vi cc trung tm khc.21


2.3.4. Mt s hot ng v quyt nh ca b phn cung ng ca khch hng cng nghip a. Phn tch ngi bn y l hot ng m nhng ngi cung ng hin ti v tim nng c xp hng da trn cc mt nh: cht lng sn phm, kh nng sn xut, vic giao hng, nhng thay i v gi c, dch v, tr gip k thut, k nng ca ngi bn Phn tch h s nh gi c nng lc v s ng tin cy ca tng ngi bn, tm ra im mnh im yu ca tng nh cung cp. T gip h c nhng quyt nh la chn, tip tc hay chm dt hp ng i vi nhng ngi bn khc nhau. b. Phn tch gi tr Phn tch gi tr l nh gi cc chc nng ca sn phm cn mua sm v gi tr kinh t t c cng nh cc phng n t c cc chc nng yu cu. Mc ch ca phn tch gi tr l nhm tit kim chi ph nhng vn m bo mc yu cu v cc kh nng cn thit v tin cy ca sn phm. Ni cch khc l phn tch gi tr chn phng n mua tt nht. Ni dung ca phn tch gi tr l phn tch thit k v phn tch gi c. (1) Cng vic phn tch thit k bt u t vic xem xt bn thit k v sn phm m bo cc chc nng ca sn phm nh th no. Tu thuc vo kiu chi tit, vic nh gi c th c thc hin bi cc thnh vin ca b phn mua sm, hay c th l do cc chuyn gia k thut hay do cc chuyn gia t cc b phn khc nh k thut, sn xut, kim tra cht lng. Theo hng dn ca Hip hi cc vn phng mua sm Hoa K, cc vn cn gii quyt trong qu trnh phn tch gi tr l: 1. Nhng gi tr m sn phm, dch v c th em li cho ngi s dng. 2. Tng quan gia chi ph v gi tr (li ch) m sn phm, dch v mang li. 3. S tng ng gia nhu cu v c tnh ca sn phm, dch v em li n mc no? 4. C loi sn phm, dch v hay nhn hiu no p ng tt hn nhu cu khng? 5. C th t sn xut nhng loi sn phm, dch v khng? T sn xut c r hn i mua khng? 6. C th s dng nhng mt hng tiu chun ho c sn thay v t hng khng? 7. Vic trang b cng ngh mi, my mc mi em li hiu qu nh th no? 8. C th tm kim c nh cung ng no tt hn khng? 9. C nhng ngi mua no mua sn phm, dch v vi gi ca nh cung ng cho hng? C th b sung cc vn cn gii quyt khc nh chi ph tn kho v cc vn v qun tr tn kho. Phn tch gi tr nh mt hot ng trong t chc c th c nhng yu t tim nng gy ra xung t22


gia b phn mua sm vi cc b phn khc c mong mun b sung cc c tnh sn phm nhng khng c cc nh phn tch chp nhn. Chng hn cc nh thit k k thut thng a ra cc yu cu cao v tin cy hn l mc cn thit nng cao kh nng hp dn ca sn phm hon chnh. Tng t cc nh tip th nhn mnh n yu cu thm m ca sn phm hp dn khch hng hn l n cc chc nng ca n. y l hot ng xem xt li cht lng sn phm hin ti theo nh gi ca b phn s dng. Loi phn tch ny c tin hnh thng xuyn bi mt hi ng gm: cc k s, k ton, b phn mua hng, b phn sn xut nh gi li quy cch, phm cht, ca sn phm h ang s dng. (2) Phn tch gi c l mt ni dung ca phn tch gi tr. Trong phn tch gi c, b phn mua sm n lc nh gi chi ph nh cung cp b ra sn xut ra sn phm. Cc thng tin c cung cp bi cc chuyn gia k thut, nht l t b phn k thut ch to, tr nn rt hu ch cho phn tch ny. Vic c lng chi ph ca nh cung cp rt cn thit cho nhn vin b phn mua sm tin hnh vic thng lng gi vi nh cung cp. Phn tch gi tr yu cu cao v tnh sng to v c nhiu nh nghin cu ngh ng dng cc k thut kch thch sng to nh k thut ng no. c. Quyt nh i mua hay t sn xut ly Quyt nh mua hay t sn xut c xem l mt trong cc quyt nh quan trng trong hot ng mua sm cng nghip. Trn c s cc nhu cu sn xut, cn xc nh cc chi tit, b phn no cn mua sm hay t sn xut. C nhiu yu t nh hng n quyt nh mua hay t sn xut: 1. Chi ph. Cn tnh ton chi ph mua v t sn xut. C th tit kim chi ph nu mua sm m khng cn sn xut v ngc li?. Chi ph mua sm xc nh kh chnh xc, chng hn mi lin h vi s lng v gi mua. Chi ph t sn xut bao gm nhiu yu t, trong c c chi ph qun l, l yu t kh xc nh v phn b cho sn xut cc chi tit hay sn phm. Ni chung trong tnh ton chi ph, cc yu t phi kinh t cn phi c tnh thnh chi ph trong vic nh gi. 2. Cng sut. Cc cng ty hot ng cha ht cng sut thng chn quyt nh t sn xut hn l mua sm, c bit khi cn thit n nh lc lng lao ng. 3. Cht lng. Kh nng sn xut cc chi tit / sn phm m bo cht lng l yu t quan trng trong quyt nh mua hay t sn xut. Thng thng vic kim sot cc chi tit / sn phm t sn xut d dng hn l mua sm.23


4. S nhanh chng. Trong mt s trng hp cng ty chn mua v l do vic mua sm gip c c chi tit / sn phm cn thit nhanh chng hn t sn xut. Cc nh cung cp nh c tnh mm do cao hn, d dng thch nghi vi cc bin i mi trng v cng ngh. 5. S tin cy. Cc nh cung cp cn phi m bo tnh tin cy v cht lng v cung cp ng thi hn. Vic cung cp hng chp tr v nht l b khch hng tr li hng l tai ho cho cc h thng sn xut. Nhiu cng ty ngy nay yu cu cc nh cung cp m bo cht lng v cc tiu chun vn chuyn h c nhn l cc nh cung cp c chn la. 6. Tnh chuyn nghip. Cc cng ty, nht l nhng cng ty sn xut cc chi tit/ sn phm cht lng cao, thng rt ch trng kim sot h thng sn xut. Coca-Cola hon ton khng mun cc cng thc ca n cho cc nh cung cp, thm ch c c s tin tng vic m bo b mt. Mc d th trng t c nhiu chi tit, b phn cho vic lp rp, cc cng ty vn n lc kim sot cc chi tit, b phn quan trng nh ng c my, cc h thng iu khin. d. Mua vo thi im cn thit (Just in time- JIT) JIT c nh ngha l h thng sn xut m cc b phn cn thit hon thnh sn phm cui cng, c mua lp rp ng vo thi im cn thit. Thc hin h thng ny, khch hng gim bt c chi ph lu kho, khi lng hng giao dch s nh i, nhng thng xuyn hn. Yu cu quan trng ca khch hng i vi cch mua hng ny l sn phm phi m bo cht lng da trn yu cu v thi gian giao hng. Marketing i vi nhng khch hng mua theo kiu JIT yu cu h thng phn phi hiu qu v kp thi. Ngoi ra, h thng JIT em n cho ngi bn kh nng thch ng nhanh hn, lm cho quan h gia ngi mua v ngi bn gn gi v gn b hn. e. Quyt nh mua ng b Nhiu khch hng cng nghip thch mua gii php ng b cho vn ca mnh t mt ngi bn. H s t chc u thu chn tng thu - ngi s lo cung cp trn gi hay ton b h thng. Ngi tng thu chu trch nhim u thu v tp hp nhng nh thu ph. Nh vy l ngi tng thu m bo gii php cha kho trao tay. S d c tn gi nh vy l v ngi mua ch cn vn cha kho l c th vn hnh. Ngi bn nhn thy rng, ngi mua ngy cng u thch mua theo phng thc ny, v ngi bn chp nhn bn ng b nh mt cng c marketing. Bn ng b c nhng hnh thc khc nhau. Ngi cung ng c th bn mt b nhng sn phm c lin quan vi nhau. Chng hn nh ngi cung ng keo khng ch bn keo, m cn bn c dng c pht keo v sy keo. Ngi cung ng c th bn mt h thng sn xut, qun l d tr, phn phi v nhng dch v khc24


Vic bn ng b l mt chin lc marketing cng nghip then cht trong vic u thu xy dng nhng n cng nghip quy m ln nh p nc, nh my luyn thp, h thng thu li, h thng x l nc thi, cc cng trnh cng cng thng thu cc cng ty thi cng xy dng n phi cnh tranh v gi, cht lng, tin cy Phn thng thu thng thuc v nhng cng ty no p ng tt nht ton b cc nhu cu ca khch hng. Xt v d sau: Chnh ph Indonesia gi thu xy dng mt nh my xi mng gn Jakarta. Mt cng ty M a ra mt d n bao gm vic chn a im, thit k nh my xi mng, thu cc n v thi cng xy dng, tp kt vt t cng thit b v bn giao mt nh my hon chnh cho chnh ph Indonesia. Mt cng ty Nht Bn khi xy dng n ny, bao lun tt c nhng dch v , ng thi cn thm c vic thu v o to cng nhn vn hnh nh my, xut khu xi mng thng qua cc cng ty thng mi ca h, s dng xi mng lm nhng con ng cn thit t Jakarta ti, v cng s dng xi mng ca nh my xy dng nhng to nh vn phng mi Jakarta. Mc d n ca ngi Nht i hi nhiu chi ph hn nhng n vn hp dn v h ginh c hp ng. R rng l ngi Nht nhn thy vn khng phi ch l xy dng mt nh my xi mng, m cn l gp phn pht trin nn kinh t Indonesi. H xem mnh khng ch l mt cng ty thi cng n, m cn l mt cng ty pht trin kinh t. H c quan nim bao qut nht v cc nhu cu ca khch hng. chnh l vic bn ng b.

2.4. QU TRNH QUYT NH MUA CA KHCH HNG CNG NGHIP mua nhng hng ho cn thit, khch hng cng nghip phi tri qua mt qu trnh mua sm di v phc tp hn qu trnh quyt nh mua ca ngi tiu dng. Thng bao gm nhng bc sau:

Nhn thc vn

M t khi qut nhu cu

Xc nh cc c tnh ca hng ho

Tm kim ngi cung ng

Yu cu cho hng

La chn nh cung ng

Lm th tc t hng

nh gi kt qu thc hin

S 2.2: Qu trnh quyt nh mua ca khch hng cng nghip 25


Giai on 1: Nhn thc vn Qu trnh mua sm bt u khi c mt ngi no trong cng ty thc c mt vn hay nhu cu c th p ng c bng cch mua mt loi hng ho hay dch v. Nhn thc vn c th l kt qu tc ng ca cc tc nhn kch thch bn trong hay bn ngoi: - Trong ni b, nhng s kin ph bin dn n nhn thc vn l: + Cng ty quyt nh pht trin mt sn phm mi, lm ny sinh nhu cu v trang thit b, nguyn liu mi hoc nguyn liu b sung sn xut sn phm . + Mt hay mt s trang thit b, my mc hng, cn thit thay th hay mua ph tng mi. + i mi, trang b li ti sn c nh li thi. + Vt t khng ph hp cho sn xut sn phm v cng ty phi tm kim ngi cung ng khc. + Nh qun tr cung ng thy rng c c hi mua sn phm vi gi h hn v cht lng tt hn. - Nhng tc nhn kch thch bn ngoi: + Xut pht t vic tham kho qu trnh sn xut kinh doanh, cc ngun cung ng ca cc doanh nghip khc. + tng mi xut pht khi xem trin lm, qung co, tip xc vi cc chng trnh xc tin gii thiu sn phm ca nh cung ng. Giai on 2: M t khi kht nhu cu Sau khi thc c nhu cu, ngi mua phi tin hnh xc nh nhng c im chung v s lng mt hng c nhu cu. i vi nhng mt hng phc tp th ngi mua phi cng nhng ngi khc nh k s, ngi s dng xc nh nhng c im chung. H s phi xc nh tm quan trng ca tin cy, bn, gi v cc tnh cht mong mun khc i vi mt hng . Trong bc ny ngi mua c nhu cu rt ln v cc thng tin lin quan n hng ho m h nh mua. V vy vai tr ca vic tip cn khch hng ngay t khu u tin rt quan trng. Nu cng ty cung ng a ra c thit k k thut gn nh khch hng mong mun n s tr thnh tiu chun khch hng tham chiu trong sut qu trnh mua hng. i th cnh tranh s kh khn trong vic thay i nhng tiu chun ny. Giai on 3: Xc nh nhng c tnh ca hng ho Vic nh gi cc c tnh ca hng ho c thc hin bi mt nhm cc chuyn gia k thut do ban lnh o cng ty quyt nh. Nhim v ca h l da vo vic phn tch gi tr (phn tch hiu qu 26


chi ph) xc nh u th ca tng loi hng ho mua vo khng ch phng din k thut m c phng din kinh t. Nhng vn trong phn tch gi tr c ngi mua s dng nh l cng c (tiu chun) ca vic la chn nhn hiu, ngi cung ng. V vy cc nh marketing phi cn c vo nhng tiu chun ny nh v sn phm ca mnh trn th trng. Khi chn c khch hng mc tiu, nh v c sn phm, phi tm n nhng nh hng mua quan trng nht gii thiu nhng c tnh m khch hng mong i. V d khch hng mun sn phm, dch v u vo em li cho h cht lng ho hng u ra, th ngi cung ng phi chng t h ang cung ng nhng u vo ho hng. Cn vi khch hng ang tm kim kh nng gim chi ph sn xut, ngi cung ng phi nhn mnh vo li th kinh t ca sn phm, dch v u vo. Giai on 4: Tm kim ngi cung ng Giai on ny, ngi mua c gng xc nh ngi cung ng ph hp nht. Ngi mua c th nghin cu nhng ngun thng tin ch yu sau: - Cc n phm thng mi nh danh b thng mi cc ngnh cng nghip, nin gim in thoi; qua qung co; hi ch trin lm - Tm kim qua internet. - Qua cc cng ty khc. - Trc tip tip xc vi ngi cung ng. - Thng tin ni b (bo co ca b phn thu mua) Kt qu ca vic phn tch l xp hng nhng nh cung ng thuc din c kh nng la chn. Tu thuc vo loi t liu sn xut m cc tiu chun lin quan n la chn nh cung cp c sp xp theo th t khc nhau. Nhim v ca ngi cung ng l phi cung cp cho ngi mua y thng tin bng mt s cch nh: ng k tn trong danh b thng mi ch yu, trin khai mt s chng trnh qung co v khuyn mi mnh m Nhng ngi cung ng thiu nng lc sn xut hay c tim tm xu s b t chi. Nhng ngi c tiu chun s c mi n gp g v xem xt. Giai on 5: Yu cu cho hng giai on ny ngi mua mi nhng ngi cung ng tiu chun gi bn cho hng. Ngi cung ng s gi catalog hay c mt i din cho hng n. Trong trng hp mt hng phc tp hay t tin, ngi mua s yu cu tng ngi cung ng gi bn cho hng chi tit. Ngi mua s loi bt mt s nh cung ng, s cn li s lm bn trnh by chnh thc. V vy ngi bn phi c trnh chuyn27


mn nghin cu, vit v trnh by bn cho hng. Nhng bn cho hng phi l nhng vn bn marketing, ch khng phi l vn bn k thut. Cch trnh by ming phi to c nim tin. Nhng ti liu cung cp y , c tin cy cao, i ng nhn vin cho hng gii, s to ra cho doanh nghip cung ng li th cnh tranh trong vic ginh khch hng. Giai on 6: La chn ngi cung ng Trong giai on ny, cc thnh vin ca trung tm mua sm s nghin cu k lng nhng bn cho hng v la chn nh cung ng. H khng ch phn tch, xem xt nng lc k thut, m cn xem xt c nng lc thc hin hp ng v dch v sau bn ca cc doanh nghip cung ng ang cnh tranh nhau. Cc phng php phn tch, xem xt thng c p dng l: lit k cc thuc tnh m h yu cu, mong i nh cung ng, xc nh tm quan trng ca tng thuc tnh bng phng php cho im. H s cn c vo bng phn tch nh gi ny la chn nh cung ng hp dn nht. Thuc tnh v tm quan trng ca mi thuc tnh m cc thnh vin ca trung tm mua s dng phn tch tu thuc vo tng loi hng ho v yu cu h mun khi s dng. Nhng thuc tnh sau y thng c h la chn nh gi: 1- Tiu chun hiu sut 2- Tiu chun kinh t (gi c v nhng chi ph lin quan n vic mua sm, s dng) 3- Tiu chun thch hp (mc thun li trong vic mua bn, hp tc gia hai bn) 4- Tiu chun thch nghi (s thch ng ca ngi cung ng v nhng thay i trong cu ca ngi mua); 5- Tiu chun php l (nhng rng buc v mt php lut cn c xem xt) Bng 2.1: V d v cch nh gi cc nh cung cp ca mt cng tyCc tiu chun Tiu chun hiu sut Tiu chun kinh t Tiu chun thch hp Tiu chun thch nghi Tiu chun php l Tng hp Trng s (4) (5) (1) (2) (3) Cho im cc nh cung cp (t 1-5) Nh cung cp A Nh cung cp B Nh cung cp C 3 4 3 1 4 49 4 4 5 3 3 56 2 3 5 3 1 37

Trung tm mua sm c th thng lng vi nhng nh cung ng c u thch t c gi v nhng iu kin tt hn trc khi la chn ln cui cng. Ngi lm marketing c th p li yu cu gi thp hn m khch hng a ra bng mt s cch. C th a ra gi tr ca dch v m khch hng c28


hng, nht l trong trng hp nhng dch v hn hn i th cnh tranh. Hay ngi lm marketing cng c th chng minh rng chi ph s dng sn phm thp hn sn phm ca i th cnh tranh, cho d gi mua ca n c cao hn. Cc trung tm mua sm cng c th quyt nh s s dng nhiu ngi cung ng. Khi h khng b ph thuc hon ton vo mt nh cung ng m cng c th so snh gi c v kt qu thc hin ca nhng ngi cung ng cnh tranh. Ngi mua thng dn phn ln n t hng vo nh cung ng tt nht. V d, mt khch hng c th mua 60% ca ngi cung ng tt nht, 30% v 10% tng ng ca nhng ngi cung ng khc. Ngi cung ng tt nht s phi n lc bo v v tr hng u ca mnh. Cn nhng ngi cung ng khc th c gng tng phn cung ng ca mnh ln. ng thi nhng ngi cung ng khng c chn cng tm cch chen chn vo bng cch cho gi thp ri sau ra sc tng phn cung ng ca h ln. Giai on 7: Lm th tc t hng y l bc ngi mua thc hin cc th tc t hng vi ngi bn. Phn ln cng vic thc hin trong bc ny mang tnh cht nghip v do cc nhn vin mua hng chuyn nghip thc hin. Bc ny c hai bn u c gng c th ho cc iu kin v yu cu lin quan n vic mua bn nh: s lng, quy cch, phm cht, gi c, danh mc mt hng, cc loi hnh dch v, phng thc, thi hn thanh ton, giao hng v nhng iu kin rng buc hp ng im quan trng nht m ngi mua quan tm l vic k kt hp ng mua bn d dng hay kh khn. S p ng ca ngi bn v nhng iu h mun iu chnh nh th no. V vy pha ngi bn gip ngi mua thc hin mt cch nhanh chng, chnh xc n t hng cng vi nhng cam kt p ng vi nhu cu ca ngi mua c th coi l li th so vi i th cnh tranh. Giai on 8: nh gi kt qu thc hin Trong giai on ny, ngi mua xem xt li kt qu thc hin ca nhng ngi cung ng c th. Ngi ta thng p dng ba phng php. Ngi mua c th lin h vi nhng ngi s dng sn phm, dch v v ngh h cho kin nh gi. Ngi mua c th nh gi ngi cung ng theo mt s tiu chun bng phng php cho im trng s. Ngi mua c th tnh tng chi ph pht sinh do nh cung cp thc hin n t hng sai st yu cu iu chnh gi mua. Vic nh gi kt qu thc hin c th dn n ch ngi mua tip tc mua hng, thay i, hay loi b nh cung ng. Trn y l nhng giai on mua phi tri qua trong tnh hung mua sm phc v nhim v mi. Trong nhng tnh hung mua lp li c s thay i hay khng thay i, mt s giai on c th c rt ngn li hay b qua. V d, trong tnh hung mua lp li khng thay i, ngi mua thng c mt nh29


cung ng u thch hay mt bng xp hng nhng nh cung ng. Do , h c th b qua giai on tm kim ngi cung ng hay yu cu cho hng. CU HI N TP THO LUN 1. M hnh hnh vi mua l g? Cc ni dung c bn ca m hnh Webster v Wind. 2. Thc hnh nghin cu trung tm mua ca mt t chc c th. 3. Thc hnh tho lun v hnh vi mua mt loi mt hng cng nghip c th. 4. Tho lun: Khi ng qung co trn bo H Ni Mi hay bo Tin Phong, ngi i ng k s nhn c mt khon hoa hng l 5% trn gi ng mu qung co. Anh, ch hy phn tch tc dng ca vic chi hoa hng ny ca cc loi bo ni trn i vi: khch hng l c nhn, khch hng l cng ty v cc i l qung co. 5. Tho lun: Hin nay, mt vn m Vinacontrol, mt cng ty gim nh hng u ca Vit Nam, ang gp phi l cnh tranh khng lnh mnh (theo cch gi ca cng ty). Vn l theo quy nh ca nh nc, cng ty ch c th tr hoa hng cho ngi mi gii l 5%, trong khi cc cng ty gim nh t nhn (mc d cht lng km hn) nhng li c th chi 10 20% hoa hng. Theo anh, ch Vinacontrol c th lm g vt qua tnh hung trn? 6. Tho lun: T cc vn v hoa hng, qu tng, hy nu suy ngh ca anh, ch v vn o c trong kinh doanh. 7. Bi tp nhm: Nghin cu qu trnh quyt nh mua ca mt t chc cho mt loi sn phm, dch v c th. Cho bit nhng ngi tham gia vo qu trnh quyt nh mua, ai l ngi nh hng mua quan trng nht ? 8. Bi tp c nhn : Thit k mt bng biu v s s d liu khch hng t chc cho sn phm my in. Gii thch cc mc trong c s d liu . Tham kho bi vit: Tham kho cc bi vit v CRM (Customer Relation Management - Qun l mi quan h khch hng) trn website: http://www.crmvietnam.com Gii thiu phn mm: Qun l mi quan h khch hng ca Misa.30


Chng 3 : PHN ON TH TRNG CNG NGHIP3.1. H THNG THNG TIN MARKETING V NGHIN CU MARKETINGCc quyt nh marketing s thiu i tnh thc tin v ng dng nu thiu i cc thng tin cn thit. Cc vn nh tm hiu khch hng, phn on th trng, hoch nh chin lc u i hi phi c y thng tin cn thit. Cng vic thu thp v x l s liu phi c tin hnh trc khi cc quyt nh c a ra. y l cng vic thng xuyn, lin tc, hng ngy ca cc doanh nghip. 3.1.1. H thng thng tin marketing Qua s 3.1 ta c th thy ngun thng tin u vo ca cc cng ty rt phong ph, a dng. - Ngun thng tin ni b: C th khai thc t cc nhn vin bn hng, b phn k ton, kho, k thut, cc nh qun l Nu bit khai thc hiu qu ngun thng tin ny s c nhng thng tin qu gi do h l nhng chuyn gia trong ngnh v c mi quan h cht ch vi khch hng.Ngun thng tinThng t - ni b Nghin cu - Thng marketing chnh thc

nghin cu marketing: y l ngun thng tin em li nhng thng tin s cp, tuy tn

km song n cung cp nhng thng tin quan trng cho cc quyt nh marketing. tin t cc nh cung cp, cc trung gian phn phi, khch hngChin lc

- Mua thng tin t cc cng ty nghin cu th trng. - Thng tin t chnh ph v cc phng tin truyn thng. phm sn t cc hip hi thng mi c lin quan.Chin lc gi

Nh cung cp, khch hngtin - Thng

- Thng tin t cc n phm thng mi nh: bo ch, danh b cc ngnh cng nghip, nin gimMua thng tin thngt cc ngun k

- T cc hi ch trin lm, bui gii thiu, ca mt sn phm mi liu ca marketing raChnh ph, phng tin truyn thng T cc hip hi thng mi T cc n phm thng mi cng ty cng ty Chin lc phn phi

Ngn hng d

K hoch

Th trng mc tiu

Chin lc khuch trng

T hi ch, trin lm

31 S 3.1: H thng thng tin marketing cng nghip


3.1.2. Nghin cu marketing trong th trng cng nghip Bng 3.1: S khc nhau gia nghin cu marketing trong th trng cng nghip v tiu dng Tiu thc Th trng tiu dng Ngi tiu dng, h gia nh Th trng cng nghip Cc t chc, c th phi nghin cu c ngi tiu dng do nhu cu c Chn mt s lng mu Chn mu nht nh trong tng th do tng th ln. Thng phi ln p Kch thc mu ng tin cy v thng k Thng n gin, do ngi quyt nh mua thng l ngi s dng. ngun gc. Thng khng chn mu m nghin cu ht do tng th nh. Nh hn nhiu, nhng vn t c tin cy v thng k do t l tng ng vi quy m tng th. Kh khn hn do s lng nh hng mua ln, ngi mua hng32

i tng nghin cu

Vic xc nh ngi tr li


thng khng phi l Tng i d, c th Kh nng tip cn i tng nghin cu phng vn ti nh, qua in thoi, hay qua th Ngy cng kh khn hn, S hp tc ca ngi tr li tuy nhin vn cn s cha c phng vn D o to Ngi nghin cu Ch yu do kch c mu v phm vi iu tra ngi s dng Kh tip cn, phi phng vn ti c quan, doanh nghip, trong gi lm vic. Kh khn, do tng th nh, cc i tng nhiu. Kh o to do cn phi am hiu cc kin thc k thut. Ch yu cho phng vn c nhn.

lng ln ngi tiu dng c nghin cu qu

Chi ph

3.2. NHNG C TNH CA CU TRONG TH TRNG CNG NGHIP3.2.1. c tnh tp trung v mt a l Nhu cu i vi hng ho v dch v cng nghip khng tn mn nh hng tiu dng m thng tp trung mt vi khu vc nht nh. Do nhng ngi lm marketing phi xc nh nhu cu tng khu vc a l khc nhau. lm c iu ny cn phi tr li cc cu hi: C bao nhiu t chc, cng ty cu thnh nn th trng ? H phn b nhng u? S lng mi ni nh th no? T c nhng n lc marketing u t cho ph hp vi tim nng ca tng khu vc th trng V d: Nhu cu v h thng my mc, dy chuyn cng ngh ch bin hi sn Vit Nam tp trung khu vc min Nam Trung B v Nam b. Nhu cu v cc loi my mc phc v cho cng ngh ng tu tp trung cc cng ln ca Vit Nam nh cng Hi Phng, cng Si Gn 3.2.2. c tnh v quy m v s lng mua S lng khch hng ca mt cng ty trn th trng cng nghip nh hn rt nhiu so vi th trng tiu dng, do c th xc nh c tng khch hng, qui m v s lng mua ca h. Thm ch mt s cng ty sn xut hng ho cng nghip ch phc v mt vi khch hng. Doanh nghip cn xc

33


nh c bao nhiu khch hng quy m nh, va, ln? Khi lng mua c th ca h l bao nhiu? T quyt nh tp trung v i tng no, n lc marketing ra sao? 3.2.3. c tnh ca nhu cu c ngun gc Nhu cu c ngun gc l nhu cu ca mt loi sn xut sn phm, dch v cng nghip bt ngun t nhu cu ca nhng loi hng ho tiu dng c lin quan n n. Tc l lng cu ca mt doanh nghip sn xut hng ho cng nghip chu nh hng bi lng cu ca doanh nghip sn xut hng ho tiu dng (khch hng ca doanh nghip cng nghip). Do hng ho cng nghip l u vo sn xut ra hng ho tiu dng nn cu v hng ho tiu dng tng th cu v hng ho cng nghip cng tng v ngc li. V d: Nhu cu tiu dng v t tng th nhu cu v st thp, sn, knh, lp cng tng theo. Nhu cu v sa ng hp ca ngi tiu dng tng th nhu cu v sa nguyn liu, ng, hng liu, bao b ca cng ty sn xut sa cng tng theo. Nh vy, nhu cu ca ngi tiu dng l ngun gc ca mi nhu cu. 3.2.4. c tnh ca nhu cu phi hp Nhu cu phi hp xut hin khi mt sn phm c s dng chung vi mt hoc nhiu sn phm khc. V d: sn xut (lp rp) xe my cn c cc linh kin: Khung xe, ng c, lp, sn, n Do chuyn mn ho, nn mi b phn thng do mt cng ty m nhim. Nu v mt l do no m mt trong s nhng nh my cung cp linh kin b ph sn, ho hon, thiu nguyn vt liu th nh sn xut xe my s khng hot ng c v thiu linh kin. Do trong ngn hn cu ca h v cc linh kin khc cng s ngng li v cc cng ty cung ng linh kin u b nh hng. Nh vy ta thy nh hng ca nhu cu phi hp l rt ln. Vic chm dt hay gia tng nhu cu cho mt loi sn phm hay dch v c th ko theo vic chm dt hay gia tng nhu cu ca mt hay nhiu loi hng ho khc.

3.3. LA CHN TH TRNG MC TIU3.3.1. Phn on th trng Khi nim on th trng trong th trng cng nghip cng nh trong th trng tiu dng: on th trng l mt nhm khch hng trong th trng tng th c i hi (phn ng) nh nhau i vi cng mt tp hp cc kch thch marketing.44

GS. TS. Trn Minh o (2006), Marketing cn bn, NXB H Kinh t quc dn, H Ni

34


V d: Cc ngn hng H Ni hp thnh mt on th trng cho sn phm th ATM. Cc cng ty sn xut bnh ko TP. H Ch Minh hp thnh mt on th trng cho sn phm ma ng. Cc l gm Bt Trng hp thnh mt on th trng i vi sn phm gch chu la. Phn on th trng l qu trnh phn chia th trng tng th thnh cc nhm nh hn trn c s nhng im khc bit v nhu cu, c mun v cc c im trong hnh vi.5 Mc ch ca vic phn on th trng cng ty c th c c hi tt nht phc v cc phn on nht nh, gi l th trng mc tiu. Cng ty s tin hnh nh v sn phm, thit lp cc chnh sch marketing v trin khai thc hin cc chng trnh marketing thch hp cho phn on th trng mc tiu. Khch hng (c bit l khch hng cng nghip) rt khc nhau v nhu cu i vi sn phm, dch v. Ngay c khi nhu cu ca h ng nht th quy trnh mua, cc c nhn c nh hng, ng c mua, chin lc mua cng rt khc nhau. Do , lm marketing c hiu qu, cc nh qun tr cn phi nhm nhng khch hng c nhng c tnh ging nhau thnh mt nhm v pht trin cc chng trnh, chin lc marketing ring cho tng nhm. Phn on th trng trn th trng cng nghip l cng vic kh khn, phc tp nhng l cng vic cn thit phc v khch hng tt hn, xy dng c mi quan h lu di vi khch hng hn t dn ti marketing hiu qu hn. Hn na y cng l yu cu bc thit hin nay khi m th trng cng nghip ngy cng chuyn mn ho hn, cc cng ty m rng kinh doanh trn quy m quc t ngy cng ph bin hn. Do vy cc doanh nghip cng cn phi phn loi th trng phc v v tho mn khch hng ca mnh tt hn. 3.3.2. Cc c s phn on th trng cng nghip Bng 3.2: Cc c s v tiu thc s dng trong phn on th trng cng nghip C s v tiu thc Cc on th trng in hnh - Th trng ni a, th trng quc t - Th trng mt quc gia - Cc vng trong nc - Cc tnh/ thnh ph/ huyn th - Phn loi cc ngnh cng nghip - Quy m ca cng ty v: + S lng nhn vin + Doanh s bn5

Theo c tnh a l

Theo c tnh v nhn khu

GS. TS. Trn Minh o (2006), Marketing cn bn, NXB H Kinh t quc dn, H Ni

35


+ Mc t hng mi nm + Khi lng t hng trung bnh - Chnh sch mua hng - Th tc mua hng - Quy trnh mua hng - Nhng nh hng mua Cc c tnh mua hng ca t chc - Khi lng t hng trung bnh - Kh nng v ti chnh, thanh ton - Tn sut mua hng - Cc yu cu tn kho ca khch hng - Tnh cch c nhn - Thi Cc c tnh c nhn ngi tham gia vo quyt nh mua - Li sng - Nhn thc/ kinh nghim - Nng lc - Kh nng chp nhn ri ro - Phong cch ra quyt nh - c tnh k thut Cc li ch tm kim sn phm - Li ch v kinh t - Li ch v hiu sut - Li ch v dch v - Cng ngh khch hng s dng Cc c tnh khc Theo c tnh a l Phn on th trng da trn cc tiu thc a l c s dng rng ri trn th trng cng nghip. Khng ging nh th trng tiu dng, khch hng trong cng mt khu vc a l thng c mt s im tng ng trong mua sm, s dng sn phm. Vi th trng cng nghip, cc khch hng trong cng mt khu vc a l c nhng c im khc nhau hon ton. Phn on theo tiu thc a l y phc v cho mc ch chin lc, bi n lin quan n cc d bo th trng, tim nng th trng xc nh trn lnh th, xc nh gi c v hot ng phn phi cho tng khu vc. Phn on th trng theo a36

- Yu t tnh hung, khch hng cn gp hay t hng bt ng


l thng t c gi tr khi n c s dng nh l tiu chun duy nht, m n thng c dng kt hp vi cc tiu thc phn on khc. Theo c tnh nhn khu phn on theo tiu thc ny, ngi ta da ch yu vo h thng phn loi cc ngnh ngh ca chnh ph v quy m ca cng ty Cc s liu v mi ngnh ngh, cng ty c th tm c qua cc n phm ca Tng Cc thng k Vit Nam, Phng Cng nghip v thng mi Vit Nam Trong tiu thc quy m cng ty c th phn chia thnh cc cng ty c quy m nh, trung bnh, ln da vo cc tiu thc s lng nhn vin, doanh s bn, mc t hng mi nm, khi lng t hng trung bnh l nhng tiu thc tng i d s dng. Theo c im ca t chc v cch thc mua hng Cng ty cng c th phn loi khch hng theo i tng l nh sn xut thit b gc, khch hng s dng, cc cng ty thng mi, cc t chc chnh ph; theo kh nng ti chnh; tm quan trng ca sn phm trong h thng sn xut ca h. Ngoi ra, cc khch hng c hnh vi mua tng t nhau s c coi l mt on. Theo chnh sch, th tc, quy trnh mua hng ta c th phn thnh cc khch hng nh: Chnh sch thng thong hay cht ch, th tc n gin hay rm r, quy trnh mua n gin hay phc tp. Phng php phn on ny thng kt hp vi cc tiu thc nhn khu nh: quy m cng ty, s lng phn xng T c nhng chin lc ph hp i vi tng i tng khch hng. Theo c tnh c nhn ca ngi nh hng mua phn on theo tiu thc ny i hi phi c nhng nghin cu c th v ngi mua, ngi nh hng mua trong t chc ca khch hng. Nhng c im quan trng v c nhn h cn tm hiu bao gm: 1) Nng lc c nhn: l nhng kinh nghim trong mua hng, s hiu bit, trnh chuyn mn ca h, t c th xc nh c nhng tiu ch h cho l quan trng; 2) Tnh cch c nhn, li sng 3) Vai tr t chc: vai tr trong t chc v trong trung tm mua. 4) Yu t tm l: thi i vi nh cung cp, tnh t tin 5) S chp nhn khen thng, pht hay ri ro. 6) Mi tng quan v thin ch ca h i vi cc thnh vin khc. 7) Tiu chun mua c s dng: tin cy, gi c, cht lng sn phm.37

Bi ging Marketing cng nghip Theo cc li ch tm kim sn phm

thc hin theo tiu thc ny, ngi lm marketing cng nghip cn nghin cu khch hng ca mnh tm ra nhng li ch m h quan tm nht khi mua sn phm. i vi hu ht cc t chc, h quan tm n c tnh k thut ca sn phm c p ng c yu cu ca h khng. nh l yu cu ti thiu, tuy nhin vi mt s cng ty vi mc tiu h gi thnh sn phm cui cng, h c th tm kim nhng nguyn vt liu u vo gip h thc hin mc tiu ny. Hay i vi nhng cng ty mua hng theo kim JIT, h quan tm nhiu n kh nng p ng v thi gian trong giao hng ca pha nh cung ng 3.3.3. Cch thc phn on th trng Phng php phn on Phn on th trng cng nghip thng c thc hin qua 2 giai on. - Giai on 1 (Phn on v m): Khch hng c phn on theo cc tiu thc a l, nhn khu. y l nhng tiu thc d dng xc nh cho vic phn on. - Giai on 2 (Phn on vi m): l s phn on da trn nhng tiu ch c tnh mua hng ca t chc v c tnh c nhn ca ngi nh hng mua nh qu trnh mua, nhng ngi nh hng mua, cc ng c ca ngi mua, phong cch ra quyt nh Giai on 2 s dng nhng tiu thc kh nm bt hn, thng phi da vo h thng nghin cu v thng tin marketing chi tit. Trn thc t ngi ta thng s dng phng php phc hp kt hp cc tiu thc thnh qu trnh phn on gm cc tiu thc c sp xp theo trnh t cao dn. V d nh: (1) Nhn khu, (2) Cc c im ca khch hng (l ngi s dng hay khng s dng, kh nng ti chnh, c im k thut) (3) on v m Cch thc mua ca khch hng (chnh sch mua tp trung hay phn tn) (4) L do mua hng (s ng dng ca sn phm, yu cu v thi gian giao hng) (5) c tnh c nhn ca ngi mua (nng lc c nhn, Xc nh cc tiu thc phn on vi m quan im) Tin trnh quyt nh phn onXc nh mi quan h gia cc tiu thc phn on v m v vi m Xc nh cc tiu thc phn

nh gi cc on th trng tim nng

La chn mt hay mt vi on lm th trng mc tiu 38 S 3.2: Tin trnh phn on v la chn th trng mc tiu


3.3.4. La chn th trng mc tiu Vic phn on khng phi thun li trong vic nh gi th trng v xc nh cc phn khc c th c, m iu chnh yu l la chn cc th trng mc tiu, trn c s thit lp cc chnh sch marketing mix v trin khai cc hot ng marketing hiu qu nht. la chn c on th trng thch hp doanh nghip cn tr li cc cu hi: 1) Th trng no doanh nghip mong mun phc v? 2) c phi th trng m doanh nghip c nhiu kh nng kim sot nht? 3) on th trng to doanh s, li nhun ln nht cho cng ty? 4) Th trng cng ty c nhiu kh nng cnh tranh nht? 5) on th trng c ph hp vi chin lc ca cng ty hay khng? 6) C th thm nhp cc phn on ca th trng c khng? 7) C th thit k cc chnh sch marketing mix thch hp c khng? Mt trong nhng cn c l phn tch tnh hnh marketing hin ti ca doanh nghip. Tnh hnh marketing hin ti chnh l thc trng v tt c cc yu t mi trng mi trng bn ngoi tc ng n hot ng marketing v kh nng t c cc mc tiu marketing v thc trng v cc yu t marketing bn trong ca doanh nghip nh kh nng marketing ca doanh nghip, thc trng v h thng knh phn phi v cng tc qun tr knh, tnh hiu qu ca cc chnh sch marketing mix, v lc lng bn hng... 3.3.5. nh v th trng nh v c xem l mt trong nhng quan im quan trng trong chin lc marketing cng nghip. chnh l vic xc nh cc c tnh c o, l khc bit to nn li th cnh tranh v khc ho chng trong tm tr khch hng. Tnh c o, khc bit c th to ra t bt c cc yu t marketing no t vic phn on v la chn th trng mc tiu, chnh sch v chin lc sn phm, chnh sch v chin lc gi hay t hot ng phn phi hay xc tin. nh v l mt quan im ch yu trong marketing, c pht trin cho th trng tiu dng nhng vn s dng ph bin cho th trng cng nghip. nh v lin quan n vic doanh nghip c nh gi nh th no v v sao khch hng li chn la n ch khng phi l cc i th cnh tranh khc. nh v cn c gi l cuc chin u trong tm tr, hay chnh l vic xc nh hnh nh v gi tr khch hng mc tiu nhn thc v mt v th ca cng ty trong mi tng quan vi cc i th khc. Bn tuyn b v nh v l yu t truyn thng rt quan trng i vi th trng v k cc cc nh39


marketing ca doanh nghip, gip to nn s ng tm, nht tr v s n lc phc v nhu cu c xc nh mt cch rt chun xc. Mt tuyn b nh v cn gm c 3 yu t chnh: th trng mc tiu; cc yu t cnh tranh theo mt c cu u tin xc nh; v li th duy nht. iu c ngha cn tr li 3 cu hi: 1. Sn phm phc v cho ai? 2. Doanh nghip bn ci g? 3. V sao khch hng chn mua sn phm ca doanh nghip? nh v c tin hnh sau khi phn on v la chn th trng mc tiu. iu c l gii bi nh v xc nh nhn thc, gy ra mt hnh nh trong tm tr ca khch hng trong mi tng quan vi cc i th khc. B qua vic nh v c ngha l khng xc lp mt tiu im nh hng cho cc hot ng marketing, thiu c s cho vic truyn thng r rng n khch hng hay chnh trong cng ty. Bn tuyn b nh v l mt phn ca gi tr v nim tin ca cng ty, vn ho cng ty v cch thc chia s gi tr cho khch hng ca cng ty. CU HI N TP V THO LUN 1. Thit k bng cu hi tm hiu nhu cu s dng internet ca khch hng t chc cho Cng ty vin thng qun i Viettel trn a bn tnh Thi Nguyn. 2. Hy nu v d v mt doanh nghip c th m anh/ch bit. i vi doanh nghip ny, cc t chc no l khch hng ca h. Hy phn chia th trng ca doanh nghip thnh cc phn on th trng. Hy gii thch tiu thc m anh/ch s dng.

Chng 4: CHIN LC SN PHM4.1. KHI QUT V CHIN LC SN PHM 4.1.1. Tm quan trng ca vic hoch nh chin lc sn phmCc cng ty hot ng trn th trng cng nghip cn phi c chin lc sn phm bi nhng l do, khuynh hng sau y: - Cnh tranh gia tng: Do s cnh tranh ngy cng gia tng th trng ni a v nc ngoi, ngy nay ngi mua cng nghip c la chn nhiu hn khi mua hng. Nhng vt liu mi, quy trnh mi,40


cng ngh mi, ngun cung cp mi t ra thch thc cho nhng nh ph trch marketing cng nghip khi xy dng chin lc sn phm. - Nhu cu c ngun gc: Nhu cu ca ngi tiu dng thay i rt nhanh chng, do vy nhu cu ca khch hng t chc cng s thay i theo p ng nhu cu ca ngi tiu dng. - Tnh phc tp ca vic mua hng ngy cng tng: Nhng ngi mua cng nghip ngy cng c o to chuyn nghip hn, h c khch l nhiu hn mua hng c hiu qu. Hn na, khch hng ngy cng s dng nhiu k thut, cng ngh mi nh gi sn phm v nh cung cp. Do vic quyt nh mua phc tp v kh khn hn. - Yu cu v tit kim lao ng: Khch hng cng nghip c xu hng gim chi ph lao ng. Cc my mc, dy chuyn cng ngh tit kim lao ng ngy cng c u chung. - Yu cu v tit kim nng lng: Cc cuc khng hong v nng lng, gi cc loi nhin liu ngy cng tng lm tng nhu cu ca khch hng v vic gim nh mc tiu hao nng lng ca my mc, thit b. - Thit hi do sn phm tht bi: T l tht bi ca sn phm cng nghip thp hn nhiu trn th trng tiu dng song tn tht li thng ln hn, bao gm tn tht v chi ph nghin cu, th nghim, n vic u t my mc thit b, nh xng 4.1.2. Ni dung ca chin lc sn phm trong th trng cng nghip Chin lc sn phm cng nghip lin quan n cc vn nh: xc nh cc chnh sch sn phm ch yu, thit lp nhng mc tiu sn phm c th ph hp vi mc tiu marketing xc nh t trc, xc nh nhng loi sn phm, dch v no nn sn xut T a ra cc quyt nh quy cch sn phm c th, tn gi, nhn mc, bao b, dch v h tr Nhng ni dung c th m ngi ph trch marketing phi m nhim trong vic k hoch ho sn phm v hoch nh chin lc sn phm bao gm: 1. Thit lp nhng chnh sch sn phm. 2. a ra nhng mc tiu c th cho tng sn phm. 3. Tm kim, b sung sn phm mi. 4. Xc nh quy cch sn phm 5. Gii thiu sn phm mi 6. Sa i cc sn phm hin hnh 7. Quyt nh thi loi nhng sn phm khng sinh li41


8. Cc quyt nh lin quan n ng gi 9. Cc quyt nh lin quan n chu k sng ca sn phm 10. Cung cp cc dch v h tr. 4.1.3. S khc bit gia chin lc sn phm trong th trng cng nghip v tiu dng Bng 4.1: S khc bit gia chin lc sn phm cng nghip v tiu dng Yu t Th trng tiu dng Th trng cng nghip Tm quan trng ca sn Quan trng nhng i khi Thng gi vai tr quan phm trong marketingmix Nhu cu Ngi mua v ngi s dng i a s l sn phm Quy cch sn phm tiu chun ho Thng ngn do cnh Chu k sng ca sn phm tranh gay gt, khch hng thay i th hiu nhanh b lu m do gi v khuyn trng hn nhng yu t mi khc c sn xut phc v Phc v nhu cu ca t nhu cu trc tip ca ngi tiu dng Thng l mt chc, bt ngun t nhu cu ca ngi tiu dng. Ngi mua thng khng phi l ngi s dng Sn phm thng c thit k theo quy cch yu cu ca khch hng Thng di hn, c bit l i vi cc sn phm cng nghip truyn thng, ngn hn i vi cc sn phm cng ngh cao. Quan trng i vi nhng Rt quan trng, nhiu Cc dch v h tr sn phm lu bn, c gi tr nhng th yu i vi nhng sn phm khc. C cho mc ch bo v sn phm v xc tin Rt quan trng cho s thnh cng ca sn phm Rt cao, khong 80% khch hng yu cu dch v h tr ngay trong bn yu cu k thut. Ch yu bo v sn phm Thng khng quan trng vi phn ln sn phm Thp hn, 30%-40%

Bao b Cc yu t thm m T l tht bi ca sn phm mi Tm quan trng ca

Thng l yu t quan Thng khng quan trng42


nghin cu th trng

trng trong vic pht trin trong vic pht trin sn sn phm mi phm mi.

4.2. QUY TRNH PHT TRIN SN PHM MIQuy trnh gm c by bc c xy dng trn nguyn tc chn lc. C ngha l nhng tng khng tt s b loi. Nhng tng c la chn l tng tri qua y by giai on.

Pht sinh tng

La chn tng

iu tra s b

Xc nh quy cch sn phm

Pht trin sn phm

Th nghim th trng

Thng mi ho

S 4.1: Quy trnh pht trin sn phm mi

4.2.1. Pht sinh tng Ngun pht sinh tng Cc tng mi c th pht sinh t bn trong hay bn ngoi cng ty. Bn trong c th xut pht t b phn nghin cu v pht trin (R&D), b phn nghin cu marketing, nhn vin bn hng, cc nh qun l Bn ngoi c th t cc ngun nh cc trung gian phn phi, khch hng, cc nh cung cp, i th cnh tranh, cc chuyn gia, chnh ph

43


Nh cung cp

Ni b nhn vin

R&D

i th cnh

Khch hng

tranh

Nghin cu marketing

Pht sinh tng

Hi ch, trin lm

Knh phn phi

Chnh ph Chuyn gia

Marketing trc tuyn

Nhn vin bn hng

Hnh 4.2: Ngun tng sn phm mi

Khuyn khch pht trin tng Mc d ngun tng rt phong ph nhng pht huy cn c mt c ch khuyn khch cc ngun ny cung cp tng. Theo , c mt s cch sau y: - Cc nh qun l cn trao i v nhu cu i vi tng, nhm phc v cho s pht trin ca cng ty. - Nhng ngi ng gp tng cn phi c m bo rng tng ca h c xem xt, cn nhc k lng. - Cc nh qun l sn sng xem xt mi tng, sn sng mua hoc hp tc sn xut. - Nhng ngi ng gp c cng nhn cho nhng tng ca h. Cc bc khuyn khch cung cp tng - Thnh lp m b phn trao i, thu nhn cc tng, b phn ny phi thun tin v c mi ngi bit n. - T chc nhng bui hp vi s c mt i din ca cc phng ban khc nhau xem xt cc tng mt cch ton din. - Hi m cho ngi ng gp tng bng vn bn, in thoi hay gp g trc tip.44


- Ghi nhn s ng gp d tng khng thnh cng, khen thng tho ng, kp thi cho nhng tng thnh cng. 4.2.2. La chn tngy l bc nh gi v chn lc cc tng. Cc cng vic cn phi tin hnh: - Xy dng danh mc cc tiu chun nh gi - nh gi mc quan trng v xc nh trng s - Xy dng bn ch dn c th cho tng tiu ch - Xc nh cch cho im cho tng tiu ch Cc tiu ch thng c s dng: - tng thch ca tng sn phm mi vi mc tiu chung ca doanh nghip, v cc mc tiu chc nng nh marketing. sn xut, hnh nh ca doanh nghip. - Quy m th trng, d kin doanh s li nhun cho sn phm mi. - Chi ph u t cho sn phm mi - Nng lc ca doanh nghip trong vic marketing, sn xut, nghin cu v pht trin sn phm mi. - tng thch ca sn phm mi vi cc sn phm hin c ca doanh nghip. - Mc cnh tranh khi tung ra sn phm mi - Li th cnh tranh ca sn phm mi so vi cc sn phm cng loi

4.2.3. iu tra s b Bc ny tm cc cu tr li c th cho cc vn nh th trng mc tiu, quy m ca th trng, hnh vi khch hng tim nng, nhng yu cu ca h i vi sn phm, kh nng chp nhn sn phm, i th cnh tranh, tim lc hin ti ca h, u nhc im, d bo phn ng ca h khi sn phm tung ra th trng 4.2.4. Xc nh quy cch sn phm Xc nh quy cch sn phm l vic trnh by chnh xc, chi tit nhng tnh nng c im cn c ca sn phm. Quy cch phi c din t, m t chnh xc v mt k thut, cc thnh vin ca quy trnh hiu r cn phi lm g. Quy cch bao gm cc yu t nh: Chiu cao, rng, su, trng lng, mu sc, nng lng s dng, bao gi, cc b phn cu thnh, cc yu cu v php l, cc yu t v sn xut. y l bc quan trng v n nh hng n thnh cng hay tht bi ca sn phm. Nu quy cch sn phm khng p ng c yu cu ca khch hng th sn phm s tht bi. Nu quy cch khng m45


t c r rng th cc b phn nh ch to, sn xut khng th sn xut c ci mong mun. Hay b phn mua hng khng th mua c ng nguyn vt liu sn xut sn phm. Do , giai on ny i hi cc b phn nh marketing, k thut, nghin cu v pht trin phi phi hp ht sc cht ch xc nh chnh xc quy cch sn phm. 4.2.5. Pht trin sn phm Lc ny, cc tng v quy cch c pht trin thnh cc sn phm hay dch v c th. Cc sn phm mu c ch to trong phng th nghim. Cc sn phm s c m phng, chnh sa, th nghim, cc chc nng, theo di kim tra cc thng s kinh t - k thut, kh nng thc hin vai tr ca tng b phn, chi tit cu thnh. Cng c nhiu quy cch sn phm khng c thng qua c bc ny v b phn ch to khng th to ra mt sn phm ph hp vi cc quy cch c m t bc trn. 4.2.6. Th nghim th trng bc ny, doanh nghip s sn xut mt lng nh th nghim trong iu kin th trng. Bc ny nhm kim tra hot ng ca sn phm v phn ng ca khch hng. i tng c th nghim l khch hng, cc chuyn gia c kinh nghim, cc nh kinh doanh. Phn ng, nhn xt ca cc i tng s c thu thp, xem xt lm c s chnh sa sn phm.

4.2.7. Thng mi ho (Tung sn phm ra th trng) Thc t cho thy, bc thng mi ho hay gii thiu sn phm ra th trng l bc ng vai tr quan trng i vi s thnh bi ca sn phm mi. Cc n lc marketing phi c tp trung u t mnh m giai on ny. 4.2.8. L do thnh cng v tht bi ca sn phm, dch v cng nghipCc yu t gp phn vo thnh cng ca sn phm/dch v

- Sn phm c tnh cnh tranh cao trn phng din p ng tt hn nhu cu ca khch hng, cung cp cc tin ch quan trng v c o hn so vi i th cnh tranh. - Doanh nghip c nng lc marketing tt. - Doanh nghip c cng ngh cao v kh nng chuyn su v sn xut. - Th trng mc tiu r rng, nhu cu ca khch hng oc hiu r trc khi gii thiu sn phm.Cc yu t dn ti tht bi ca sn phm, dch v

46


- Doanh nghip khng c nng lc marketing, khng c li th cnh tranh cn thit, khng c hiu bit v th trng. - Sn phm khng mang li cho khch hng bt c mt li ch quan trng no so vi i th cnh tranh, thm ch sn phm khng p ng yu cu k thut ca khch hng. - Thiu cc n lc marketing khi gii thiu sn phm ra th trng, hay nhng n lc ny khng c thc hin tt. - Sn phm c nhng khuyt im v cng ngh v thit k. - Gi qu cao

4.3. CC DCH V H TRDo cc hng ho cng nghip phc tp v mt k thut nn khi mua hng, khch hng cng nghip thng yu cu cc dch v h tr. Dch v h tr thng c a vo bn hp ng v l mt phn khng th thiu c trong qu trnh mua bn. Dch v h tr bao gm: Lp rp, hng dn s dng, bo hnh, bo dng sn phm, o to k thut cho nhn vin, thay th thit b, i hng, cho mn my mc trong khi sn phm phi sa cha Cc dch v h tr phi c coi l trch nhim ca b phn marketing v n nh hng n s tho mn ca khch hng v nh hng trc tip n quan h lm n ca cng ty cng nh hnh nh ca cng ty i vi khch hng. Trong b phn marketing phi quyt nh nhng vn sau: - Ni dung hay cc yu t dch v cn phi cung cp cho khch hng, nhng phn khch hng i hi v kh nng cung cp ca cng ty n u? i vi mi loi sn phm khc nhau yu cu mc cc dch v h tr cng khc nhau. - Cng ty phi m bo cht lng dch v nh th no so vi i th cnh tranh? - Chi ph dch v c tnh nh th no? Phn no cng ty phi chu phn no khch hng phi chu? - La chn hnh thc cung cp dch v? Cng ty t cung cp, cc chi nhnh t gn khch hng, hay thu i tc bn ngoi? CU HI N TP THO LUN 1. So snh chin lc sn phm trong th trng cng nghip v tiu dng. Gii thch, cho v d minh ho.47


2. Bi tp nhm: Hy tm mt sn phm cng nghip c th bn trn a bn tnh Thi Nguyn. M t c tnh k thut, im khc bit ca sn phm so vi cc sn phm cng loi khc. Xc nh i tng khch hng mc tiu v k hoch xm nhp th trng. 3. Gii thiu cc sn phm cng nghip - Cc loi th nha: + Cng ty MK Technology JSC: gii thiu, khch hng + Cng ty Vietcard: sn phm, khch hng + Dch v Call Center.

48


Chng 5: CHIN LC PHN PHI

Chin lc phn phi trong th trng cng nghip bao gm cc cng vic nh: xc nh mc tiu c th ca knh, xy dng nhng tho thun trong knh, quyt nh cc kiu knh cn s dng, xc nh loi v s lng trung gian cn s dng Sau khi a ra cc quyt nh trn, cc chng trnh c th s c thit k a quyt nh trn vo hin thc. Cc chng trnh hng ng thng bao gm vic la chn thnh vin knh, pht trin cc th tc v tho thun to mi trng lm vic thun li trong knh. Cui cng, nh qun tr marketing cn phi t chc cc hot ng phn phi vt cht thch hp a sn phm, dch v n tay khch hng mt cch hiu qu nht. 5.1. S KHC BIT GIA CHIN LC PHN PHI TRONG TH TRNG CNG NGHIP V TIU DNG V c bn chin lc phn phi trong th trng cng nghip v tiu dng c mt s im khc bit sau: - Knh phn phi trong th trng cng nghip thng ngn hn knh phn phi trong th trng tiu dng. C ti doanh s bn sn phm, dch v ca th trng cng nghip c bn qua knh trc tip. Ngay c khi s dng knh gin tip th cng rt ngn (ch mt n ti a l hai cp trung gian). - Trong th trng cng nghip khng c nhiu loi hnh trung gian la chn nh trong th trng tiu dng, hu nh ch c hai loi trung gian chnh l i din nh sn xut v nh phn phi cng nghip. S km a dng ny gii hn s la chn ca cc nh sn xut. Ngoi ra, trn mt s th trng, s lng cc trung gian ny l t hoc khng c nn y cng l kh khn ng k i vi cc doanh nghip. - Do c tnh ca cc sn phm trong th trng cng nghip, khch hng thng yu cu cao i vi cc dch v nh h tr k thut, t vn, o to do vic la chn trung gian li cng kh khn hn, yu cu nhng trung gian c k nng bn hng v am hiu k thut cn thit. - Tn kho l vn ln i vi nh sn xut, khch hng cng nghip khng chp nhn s chm tr trong giao hng, bi v s nh hng n qu trnh sn xut ca h. y l mt bi ton cn gii i vi cc nh sn xut v nu tn kho qu ln th chi ph s tng cao. iu ny cn cc nh sn xut phi t chc h thng phn phi vt cht ca mnh thch hp mt cch hiu qu vi nhng yu cu ca khch hng.

49


- Trong th trng cng nghip, quan h gia nh sn xut v khch hng, hay nh sn xut trung gian khch hng rt khng kht, i hi nh sn xut phi thng xuyn to dng, chm sc mi quan h ny mi m bo gi chn v m rng c s lng khch hng. 5.2. CU TRC KNH PHN PHI TRONG TH TRNG CNG NGHIPNh sn xut hng ho dch v cng nghip

i din nh sn xut




i din nh sn xut



Khch hng cng nghipHnh 5.1: H thng phn phi cng nghip

Trn hnh v ta c th thy cc nh sn xut cng nghip phn phi hng ha n cc khch hng thng qua cc knh: - Knh trc tip - Knh gin tip + Nh sn xut nh phn phi cng nghip khch hng + Nh sn xut - i din nh sn xut khch hng + Nh sn xut chi nhnh ca nh sn xut khch hng50


+ Nh sn xut - i din nh sn xut nh phn phi cng nghip khch hng + Nh sn xut chi nhnh ca nh sn xut nh phn phi cng nghip khch hng 5.2.1. Knh trc tip y l knh khng c cc trung gian c lp tham gia vo qu trnh phn phi. Sn phm c phn phi trc tip t nh sn xut n khch hng qua hot ng ca nhn vin bn hng ca doanh nghip. Knh ny c cc hnh thc sau: - Nhn vin bn hng bn ngoi: L nhng nhn vin hng lng ca doanh nghip trc tip bn hng cho khch hng. Nhng nhn vin ny thng c phn cng ph trch mt khu vc no lin h vi khch hng, thc hin bn hng v giao hng cho khch hng t nh my hoc cc chi nhnh a phng. - Nhn vin bn hng bn trong cng ty: y l nhng nhn vin lin lc vi khch hng t vn phng ca cng ty qua in thoi v cc phng tin thng tin i chng hin i nh bn hng qua mng internet, th in t, qua h thng t hng t ng, qua ng bu in - Bn hng qua catalog: Hnh thc ny, cc catalog v sn phm ca cng ty s c gi ti khch hng, khch hng xem xt v la chn hng ho qua catalog, t hng, hng ho s c chuyn t nh my n khch hng. - Cc khch hng quc gia v khch hng ln: y l hnh thc cc nh sn xut bn hng ho ca mnh trc tip cho cc khch hng ln khng thng qua cc trung gian v cng khng bng nhng cch thng thng nu trn. Do gia cc nh sn xut v cc khch hng ln c mi quan h mt thit, l nhng i tc chin lc nn nh sn xut phi c cch tip cn, chm sc ring. Thng cc nh sn xut thng ch nh mt nh qun l cp cao, mt chuyn gia bn hng chu trch nhim vi mt khch hng ln, hoc hnh thnh mt b phn bn hng phc v mt hai khch hng ln. Knh trc tip thng c chn trong th trng cng nghip khi: + Li nhun trn mt n v sn phm cao + Sn phm c vai tr quan trng i vi ngi mua + Sn phm c c tnh k thut phc tp + Khch hng c yu cu cao v cc dch v trc v sau khi bn + n hng c gi tr cao + Sn phm c tnh c bit ho cao + Sn phm chu s thay i cng ngh nhanh chng. 5.2.2. Knh gin tip51


Mc d phn ln sn phm, dch v cng nghip c bn trc tip, song do xu hng cc doanh nghip ngy cng mun tit kim chi ph nn knh gin tip ngy cng c s dng nhiu hn. Knh gin tip thng s dng hai loi trung gian chnh l nh phn phi cng nghip v i din nh sn xut. 5.2.2.1. Nh phn phi cng nghip L nhng trung gian c lp ti a phng. H mua, lu tr v bn cc sn phm cng nghip. H ng vai tr nh nhng ngi bn bun trn th trng cng nghip. C ba loi chnh sau: - Nh phn phi chuyn mn: L nh phn phi cng nghip chuyn bn mt hay mt vi sn phm nht nh. H thng bn mt h sn phm vi doanh s chim trn 50% tng doanh s. - Nh phn phi tng hp: H l nhng nh phn phi cng nghip bn nhiu loi hng ho cng nghip v khng chuyn v loi no. H thng l nhng siu th cng nghip m khng c loi hng ho no chim trn 50% tng doanh s. - Nh phn phi kt hp: L trung gian va bn sn phm cng nghip va bn cc sn phm tiu dng. iu kin s dng nh phn phi cng nghip-

Sn phm tng i chun ho Gi n v sn phm thp Gi tr n hng nh Li nhun trn mt n v sn phm nh Khch hng mua thng xuyn Th trng phn tn Khch hng i hi thi gian t lc t hng n khi giao hng ngn. H cung cp cho doanh nghip lc lng bn hng sn c ca mnh. Hiu r khch hng hn nh sn xut do h gn khch hng hn. C kh nng giao hng v cung cp cc dch v cho khch hng mt cch nhanh chng. H thc hin chc nng tn kho, iu ny lm gim khi lng tn kho ca nh sn xut tng khu vc, chi ph cho vic xy dng nh kho, my mc bc xp hng ho. Nh phn phi chia s mt phn chc nng ti chnh vi nh sn xut (cung cp tn dng cho khch hng) Cung cp nhng thng tin v khch hng, th trng a phng, cung cp cc ng gp ci tin sn phm, tng sn phm mi.52

Li ch khi s dng nh phn phi cng nghip-

-

-

-

Bi ging Marketing cng nghip - Thc hin mt s chc nng phn phi vt cht cho nh sn xut nh chia nh gi hng, i hng,

vn chuyn, thc hin cc dch v sau bn. Nhng im hn ch khi s dng nh phn phi cng nghip-

H l nhng trung gian c lp nn nhiu trng hp khng tun theo nhng quy nh, th tc ca nh sn xut, hoc khng hp tc trong cc chng trnh xc tin khuych trng. Nhiu nh phn phi khng c kh nng k thut v kh nng cung cp dch v sau bn cho khch hng. Bn nhiu sn phm cnh tranh ln nhau, khng tp trung vo sn phm ca nh sn xut. i khi c nh hng tiu cc n vic bn cc sn phm ca nh sn xut. Thng xy ra mu thun gia nh sn xut v nh phn phi cng nghip trong vic quy nh lng tn kho v tranh chp cc khch hng.

-

-

-

Nhng mong mun ca nh phn phi cng nghip i vi nh sn xut-

Giao hng ng hn: Bi nu tr hn s nh hng n khch hng ca h hoc h c th s b n b do tr hn vi khch hng. H thng thng tin, lin lc gia nh sn xut v nh phn phi cng nghip phi c thit lp cht ch, thng xuyn v hiu qu. Trung thc, chn thnh, cng bng trong mi hot ng v trong i x vi cc nh phn phi cng nghip. H tr marketing v k thut: Cc chng trnh ph bin nh: cc kho hun luyn v bn hng, b sung cc thng tin k thut v sn phm, cung cp cc ti liu, h tr ti chnh trong hot ng xc tin khuch trng

-

-

-

-

Cht lng sn phm v i mi sn phm: H mong mun nh sn xut m bo v cht lng sn phm (t l hng hc, i hng, bo hnh) thng xuyn nng cao cht lng sn phm v a ra nhng sn phm mi

5.2.2.2. i din nh sn xut L nhng c nhn hay t chc bn hng chuyn nghip, c lp, i din cho mt hay mt vi nh sn xut trn c s hng hoa hng theo doanh s bn. H thng khng thc hin chc nng lu kho, v c th bn mt hay mt vi loi sn phm c tnh b sung cho nhau. iu kin s dng nh sn xut-

Khch hng mun mua trc tip, nhng th trng khng ln xy dng lc lng bn hng ring ca doanh nghip.53

Bi ging Marketing cng nghip - Li nhun trn mt sn phm khng ln t chc lc lng bn hng ca doanh nghip, nhng

c im ca sn phm v khch hng i hi phi bn trc tip.-

Nh sn xut xm nhp th trng mi v mun xm nhp vi tc i nhanh bng lc lng bn hng sn c ti khu vc.

Nhng li ch khi s dng i din nh sn xut-

Cc i din thng c sn nhng mi quan h trn th trng, nn s dng h s gip nh sn xut nhanh chng xm nhp vo khu vc th trng . Cc i din thng bn nhiu mt hng b sung cho nhau nn thun li hn trong vic gii thiu, tip cn vi khch hng so vi nhn vin bn hng ca doanh nghip. i vi sn phm c tnh thi v, s dng i din bn hng s tit kim chi ph hn s dng nhn vin bn hng ca doanh nghip. Khi kh nng ti chnh ca doanh nghip c hn, i din bn hng l la chn duy nht vi sn phm yu cu bn trc tip. Gip n nh doanh s bn khu vc v h thng khng thch di chuyn a im. Kh qun l v kim sot do h i din cho nhiu nh sn xut khc nhau. i din nh sn xut thng khng mn m, sn sng vi sn phm mt nhiu thi gian v n lc bn hng. Kh thu thp nhng thng tin t th trng cho nh sn xut do h thng bn rn chy theo doanh s. H thng thch tp trung n lc vo khch hng ln, nu i tng khch hng ca cng ty l nh, s dng trung gian ny s khng thch hp hoc khng hiu qu. H thng khng lu kho, hoc lu kho rt t nn nhiu khi khng p ng c yu cu ca khch hng.

-

-

-

-

Nhng hn ch khi s dng i din nh sn xut-

-

-

-

Nhng mong mun ca i din bn hng i vi nh sn xut-

T l hoa hng cao nht c th c, h s nhit tnh, n lc trong bn hng vi nhng nh sn xut cho h hoa hng cao hn. o to cho h v tnh nng k thut, v cc ng dng ca sn phm. H tr gii quyt nhng yu cu ca khch hng. c h tr v xc tin khuch trng. c thng khi tm ra nhng khch hng mi54

-

Bi ging Marketing cng nghip - Khen thng v cng nhn thnh tch bn hng bng c vt cht v tinh thn.

5.3. Xy dng chin lc knh Chin lc knh l mt phn ca chin lc marketing ca doanh nghip, do n phi c xy dng trn nn tng k hoch, chin lc marketing ca doanh nghip. Chin lc knh i hi phi c xy dng phc v mt th trng mc tiu c th v cho nhng sn phm, dch v c th. 5.3.1. Xc nh mc tiu ca knh Mc tiu ca knh cn thng nht vi mc tiu ca doanh nghip v mc tiu marketing. Thng c mt s mc tiu sau y: - Gim chi ph hot ng: Mc tiu ny ng ngha vi li nhun cao hn hay gi thnh h hn gip tng kh nng cnh tranh. Trong cc loi hnh phn phi, phn phi qua nhn vin bn hng ca doanh nghip c chi ph cao nht. Do gim chi ph, cc nh sn xut phi chuyn t phn phi trc tip sang s dng cc nh phn phi cng nghip hoc i din nh sn xut. - Kim sot knh: Cc nh sn xut u mun duy tr mc kim sot cao i vi cc thnh vin knh v cc mt: gi, sn phm, dch v h tr cho khch hng v vic thc hin cc chng trnh marketing. Vic s dng cc trung gian phn phi gip tit kim chi ph nhng mc kim sot hot ng ca h li kh khn hn nhn vin bn hng ca doanh nghip. - Quan h cht ch vi cc thnh vin knh: Nh sn xut thng c gng xy dng quan h cht ch vi cc thnh vin knh gip h thng knh hot ng thng nht, n nh v bn vng hn. - Tng cng n lc bn hng: Khi nh sn xut mun tng cng n lc bn hng c bit vi nhng mt hng mi hay c tnh k thut cao m cc thnh vin knh thng e d th vic s dng nhn vin bn hng trc tip l la chn ti u. - H tr v dch v v k thut: Nhng nhn vin bn hng ca doanh nghip thc hin cng vic ny tt hn, nhng nu doanh nghip s dng c trung gian cng phi hun luyn cho h y h thc hin tt chc nng ny i vi khch hng. - Thng tin phn hi t th trng: Vi mc tiu ny, cng ty phi la chn nhng i tng c kh nng cung cp thng tin nht. Trong nhn vin bn hng c th thc hin tt chc nng ny, ngoi ra cc nh phn phi cng nghip cng l nhng thnh vin cung cp nhng thng tin qu gi t th trng cc khu vc a phng.

55


- Hnh nh cng ty: Hnh nh ca cng ty thng c khch hng nhn nhn qua nhng i tng h tip xc thng xuyn, do cng ty cn la chn nhng thnh vin c hnh nh thng nht vi hnh nh ca cng ty. Trn thc t, cn rt nhiu mc tiu khc cc cng ty mun theo ui, cc cng ty thng kt hp cng lc vi mc tiu, v d nh cng ty va mun c mc kim sot cao trn th trng, va mun t mt mc doanh s nht nh, va mun t c cht lng dch v cao cho khch hng.

Xc nh mc tiu

nh gi cc kiu knh

La chn knh

La chn thnh vin

Thit lp cc tho thun

Thc hin, iu khin, nh gi

Hnh 5.2: Quy trnh xy dng chin lc knh phn phi

5.3.2. nh gi cc kiu knh nh gi la chn cc phng n knh trc tip hay gin tip cn tr li cc cu hi sau: - Khch hng mc tiu thch mua hng trc tip t cng ty hay mua qua cc knh trung gian? - Cc knh trung gian c sn sng bn sn phm ca cng ty khng? - Cng ty c kh nng ti chnh s dng knh trc tip khng? - Li nhun s mc no khi s dng knh phn phi trc tip? 5.3.3. La chn knh Sau khi quyt nh cc kiu knh, cng ty cn tin hnh la chn cc knh c th, nu s dng knh gin tip cn quyt nh c bao nhiu cp trong knh v s dng trung gian no (nh phn phi cng nghip, i din nh sn xut). Nh sn xut s dng nhng c s sau lm cn c la chn:56


- Thc tin thi quen mua hng ca khch hng mc tiu - i th cnh tranh ang s dng loi knh phn phi no? - n gi sn phm v quy m n hng? - Kch thc, khi lng, quy cch sn phm. - Chi ph ca tng knh - phc tp v cng ngh v dch v ca sn

Documents

Bai Giang Marketing Cong Nghiep 4115