bai_thao_luan_lgt_dell_1135

8/6/2019 bai_thao_luan_lgt_dell_1135

1/26

E-Logistics Nhm 5

Mc Lc

Phn I Tng quan v Tp on my tnh Dell .. 2

1.1. S ra i v pht trin ca tp on my tnh Dell .........2

1.2. Th trng, khch hng v mt hng kinh doanh ca tp on Dell ...5

1.3. Con ng i n quyt nh ng dng TMT trong sn xut/kinh doanh

ca Dell.8

Phn II ng dng CNTT trong qun tr D tr ca Dell....... 10

2.1. ng dng CNTT trong hot ng hu cn...... 10

2.1.1. X l n t hng ............. 10

2.1.2. Qun tr vn chuyn hng ha ........ 14

2.1.3. Mua hng. .. 16

2.1.4. Hu cn ngc ....17

2.2. ng dng CNTT trong qun tr d tr .......... 19

Phn III - LI KT ...25

1


2/26

E-Logistics Nhm 5

Phn I Tng quan v Tp on my tnh Dell

Tr s chnh ca Dell Round Rock, Bang Texas, Hoa K

1.1. S ra i v pht trin ca tp on my tnh Dell

Say m vi nhng chic computer t khi mi 15 tui, bng lng quyt tm v

mt tr tu u vit, Michael Dell tin rt nhanh ti nhng thnh cng trong s

nghip v tr thnh mt nh kinh doanh khi cn ngi trn gh nh trng.

T ngun li nhun khng l ca cc loi my vi tnh thng hiu Dell mang

li, ti nm 2007, Michael Dell ghi tn mnh vo tp u ca bn danh sch

nhng doanh nhn thnh t v giu c nht th gii vi s ti sn c nhn tr gi

18 t USD.

Tin thn ca Dell l mt ca hiu nh c Michael Saul thnh lp t khi

vn cn l sinh vin ca trng University of Texas ti Austin, M mang tn PCs

Limited. Ti nm 1988, ci tn PCs Limited c thay bng Dell v chnh thc

2


3/26

E-Logistics Nhm 5

c bit ti trn th trng cng ngh thng tin ca M v khng lu sau , vi

nhng sn phm my tnh cht lng cao, Dell tr thnh mt thng hiu mnh

trong th gii cc thng hiu my tnh ni ting th gii.

Hin nay, cng vi cc sn phm a dng t my tnh xch tay, my ch, my

in... s lng nhn vin lm vic ti Dell l 78.000 ngi, tng thu nhp hng nm

ca cng ty ln ti con s 55.908 t USD v l i th ng s ca nhiu nh

sn xut ln nh Acer, Compaq, Microsoft, Sony, HP...

Sau mt thi gian nghin cu, Michael Dell phi dng phng php giao

hng trc tip. Khng cn ngi trung gian, khch hng ch cn gi in hoc

thng qua mng Internet t mua, tt c cc sn phm nguyn kin v nhng thit

b ph tr c Michael Dell v mt s nhn vin giao ti tn nh. Bng

phng php , Michael Dell va to c uy tn trc khch hng va c th

nghin cu nhu cu mi ca th trng.

Khng dng li , v l mt sn phm mi, cha c c nhng c s

vng chc v phi chu sc p cnh tranh ln, Michael Dell p dng phng

php h gi thnh sn phm nhm thu ht khch hng. Nh , PCs Limited c nhng bc pht trin kh vng chc v Michael Dell cn c gii chuyn

mn nh gi l ngi p dng thnh cng nht phng php giao hng trc tip.

Vng trn phn phi sn phm c thit lp trc tr thnh cng

c hu ch Michael Dell nm bt c nhu cu ca th trng sau a vo

sn xut cc loi my vi tnh, ph kin mang tnh cht n u. Trong khi hu ht

cc hng khc tp trung vo cc sn phm my vi tnh c cu hnh ph bin nhtth Michael Dell li tp trung u t vo pht trin cc loi my vi tnh c h thng

a mm v cng c cu hnh cao. V hin nhin, Michael Dell tung ra c

mt n nh chnh xc vo nhu cu ca khch hng v c tiu th vi s lng

rt ln.

To c v tr vng chc ti th trng cng ngh thng tin trong nc,

Michael Dell gp rt chun b cho chng trnh tin ra th trng cc nc trong

3


4/26

E-Logistics Nhm 5

v ngoi khu vc. i vi Michael Saul Dell, vn lun c t ln hng u

i vi cc sn phm ca mnh chnh l cht lng v s c o nh trng vo

tm l ngi tiu dng ngy cng cao t nhng chic my tnh thng thng cho

ti nhng chic laptop kiu dng trang nh v cht lng cao, c s dng phn

mm bn quyn ca Microsoft.

Ti cc th trng mi, tip cn mt cch nhanh nht, Michael Dell

thit lp hng lot cc i tc phn phi sn phm. Vn trung thnh vi phng

php giao hng trc tip ti tay ngi tiu dng, cng thm vo l m rng

mng li dch v chm sc khch hng v m bo cht lng cho cc sn phm

c phn phi.C u c s xut hin ca sn phm my tnh Dell u c

nhng trung tm bo hnh v t vn s dng cho khch hng. Thm ch, nu

khch hng khng th ti tn ni th chuyn gia ca Dell Computer Corporation s

thng qua in thoi t vn cho khch hng. Bng cch ny, Michael Dell bo

m gim c 75% nhng s c ca cc sn phm v to c uy tn rt ln i

vi khch hng.

Hng lot cc trung tm dch v chm sc khch hng c t chc cht ch

c t nhiu quc gia trong v ngoi khu vc nh trung tm chm sc khch

hng ti Alberta, Ottawa, Ontario, Central Texas, Salt Lake City, Utah, Nashville,

Tennessee, Chesapeake, Roseburg, Oregon, Twin Falls, Idaho, Oklahoma City,

Okla, San Salvador, El Salvador, Vnh Glace Bay, Nova Scotia, Panama City,

Panama, Philippines, Malaysia, Trung Quc, n

Trong s nghip kinh doanh ca mnh, Dell cn c bit ti l mt nh cm

qun bc thy trn thng trng. Ngay t nm 1986, Dell c c mt bc

tin rt xa khi tuyn v cho Dell Computer Corporation chuyn gia lnh vc kinh

doanh Lee Walker. y l mt ngi tng m nhim rt thnh cng v tr

ngi qun l ti nhiu cng ty ln v c nhiu kinh nghim trong lnh vc cng

ngh thng tin.

Trn con ng tin ti nh cao ca s nghip, mc d thu c khng t

thnh cng, tuy nhin, cng c nhng thi im, Michael Dell phi i mt

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5/26

E-Logistics Nhm 5

vi nhng kh khn do sn phm b li k thut. iu ny lm st gim nghim

trng ti uy tn ca thng hiu Dell v hn th na li l c hi cho nhng li

ch trch nhm vo chnh Michael Saul Dell. l thi im nhng nm 90, mt

s loi laptop ca Dell khi ang c s dng b n pin ngun v ngay lp tc

Michael Dell tr thnh mc tiu b cng kch d di. Tuy nhin, trong tnh cnh

kh khn , Michael Dell khng nhng khng chu li bc m ng cng quyt

tm cng c v nng cao cht lng cho cc sn phm ca mnh. V cui cng

thc t chng minh lng quyt tm ca Michael Saul Dell, cng vi thi gian,

nhiu th h my vi tnh cht lng hon ho c tung ra th trng v ly li

c nhng g mt.

Hin nay, thng hiu Dell ni ting trn khp ton cu v tr thnh mt

thng hiu mnh trn th trng cng ngh thng tin. T hp my tnh Dell

Computer Corporation trc y c xy dng thnh Tp on cng ngh

thng tin Dell Inc vi hng trm chi nhnh c t ti cc quc gia thuc khu vc

chu M, chu , chu u, chu Phi v chu i Dng. Nm 2006, Dell Inc

c Tp ch Forbes bnh chn l 1 trong 25 tp on ln nht th gii. V ch

trong thng 1 nm 2007, tng thu nhp ca Dell Inc t con s 14,4 t USD,trong , li nhun ln ti 687 triu USD. Cng vi , Michael Dell c

trong tay 15,8 t USD v vn ln v tr th 30 trong danh sch nhng doanh nhn

giu nht th gii v v tr th 9 trong danh sch cc t ph ca M.

1.2. Th trng, khch hng v mt hng kinh doanh ca tp on Dell

1.2.1. Th trng

S thng mi ho ca Internet v ph bin ca web gip cho Dell c c

hi m rng th trng v tng th phn. Vi quy m th trng rng ln nh th

trng Hoa K, Chu u, Chu -Thi Bnh Dng, Nht, Trung ng v Chu

Phi. Trong c bit l Trung Quc c l c coi l mt v d tiu biu nht

cho s thnh cng ca Dell trong lnh vc pht trin th trng, ch trong nm nm

Dell tr thnh nh cung cp my tnh v cc sn phm h thng v dch v ln

5


6/26

E-Logistics Nhm 5

th ba ca nc ny v Trung Quc l th trng ln th t trong chnh sch pht

trin ca Dell.

1.2.2. Khch hng

Cc nhm khch hng chnh ca Dell gm c:

- C nhn s dng cho gia nh v vn phng

- Cc doanh nghip nh, di 200 nhn vin

- Cc doanh nghip va v ln, trn 200 nhn vin

- Cc t chc chnh ph, gio dc, y t

C hai nhm khch hng B2B v B2C u thc hin cc giao dch qua mng

ti dell.com thng qua h thng catalogue in t v x l n hng t ng.

Dell cng trin khai h thng u gi in t ti www.dellauction.com thu

ht thm khch hng v cng c thng hiu.

Trang ch ca www.dellauction.com

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http://www.dellauction.com/http://www.dellauction.com/http://www.dellauction.com/http://www.dellauction.com/


7/26

E-Logistics Nhm 5

1.2.3. Sn phm kinh doanh:

Dell c bit n vi cc sn phm my tnh cht lng cao. Cc loi sn

phm ca Dell gm c:

Laptop

Desktop

Monitor

Printer

My ch

Cc thit b my tnh .

Mt trong nhng sn phm mang li thnh cng ln cho Dell l th h

my Dell Linux. Sau khi c tung ra th trng, Dell Linux chinh phc c

ngi s dng v mang li cho Dell Computer Corporation nhiu khon li nhun

ln trong mt thi gian di ti tn nhng nm u th k 21.

Sau khi b HP chim mt danh hiu nh sn xut my tnh c nhn ln nhtth gii, nm 2007 Dell th hin n lc ginh li v th bng cch tung ra mt

lot sn phm mi. Dell c nhng thay i mnh m chnh nhng sn phm ca

mnh, theo hng gn vi khch hng hn. Mi y, trong lot sn phm Inspiron

mi c tung ra th trng, ln u tin ngi ta thy laptop Dell xut hin vi

nhiu mu sc n nh vy. Bn cnh hai mu chun truyn thng l en v trng,

dng laptop Inspiron mi cn c thm 6 mu sc khc rt hp thi trang, bao gm

mu hng, vng ti, , xanh l cy v xanh dng.

Cng vi Inspiron, Dell tip tc to ra cn st trn th trng my tnh khi

tung ra mt model XPS mi, chuyn cho chi game l chic M1330 vi 3 la chn

v mu sc l mu en, mu trng v mu . Chic laptop ny gy ch vi

chiu dy ch l 23,1 mm, l chic laptop 13 inch mng nht th gii.

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8/26

E-Logistics Nhm 5

Hin nay Dell ang tn cng vo th trng Chu vi cc sn phm gi

r.Nhng mu laptop gi r ni bt nht ca Dell trong nm 2007 l Vostro 1000

v Inspiron 1420. Dell Vostro 1000 l mu laptop gi r dnh cho doanh nhn v

doanh nghip nh. XPS M1530 l dng laptop mi nht ca Dell

1.3. Con ng i n quyt nh ng dng thng mi in t trong

sn xut/kinh doanh ca Dell:

Nm 1993, Dell tr thnh mt trong nm nh sn xut my tnh hng u trn

th gii, e da trc tip n cc nh sn xut my tnh c nhn khc nh Compaq,

bng mt cuc chin tranh gi c. Vo thi im ny, chin tranh gi c y Dell

t thua l ny n thua l khc, nm 1994, Dell chu khon l khong 100 triu

USD. Cng ty thc s gp phi kh khn vo thi im ny.

Internet c thng mi ha vo nm 1990 v web tr nn ph bin t nm

1993 em li cho Dell c hi m rng hot ng kinh doanh ca mnh. Dell

trin khai h thng t hng trc tuyn (online-order-taking) v m cc chi nhnh

ti Chu u v Chu . Dell bt u cho bn cc sn phm ca mnh qua website

Dell.com. Chnh hot ng ny to th mnh cho Dell trong cuc cnh tranh viCompaq, n nm 2000 Dell tr thnh cng ty cung cp PC hng u th gii. Vo

thi im doanh thu ca Dell qua mng t 50 triu USD /ngy (khong 18 t

USD/nm). Hin nay, doanh s kinh doanh qua mng ca Dell.com vo khong 50

t USD/nm i vi cc sn phm lin quan n my tnh t swich n my in.

S thng mi ho ca Internet v ph bin ca web gip cho Dell c c

hi m rng th trng v tng th phn. Dell s dng rt nhiu cng c,

phng tin in t cng nh l ng dng trit s pht trin ca cc h thng

thng tin c th tch hp c cc qu trnh sn xut - kinh doanh v c mt m

hnh thng mi in t thnh cng m khng doanh nghip no kh c th bt

chc.

8


9/26

E-Logistics Nhm 5

Bt u bng m hnh marketing trc tip i vi my tnh c nhn, sau

bt u kinh doanh qua mng. Tip n Dell p dng m hnh Build-to-order

(BTO) vi quy m ln, cho php khch hng la chn theo nhu cu.

p ng nhu cu ln, Dell p dng m hnh l mua sm trc tuyn nhm

nng cao hiu qu mua nguyn liu, thit b u vo (SCM), phi hp vi cc i

tc v nng cao hiu qu hot ng bn trong doanh nghip (B2Bi). Tip n Dell

p dng m hnh e-CRM duy tr quan h tt vi khch hng. c bit l Dell

thu c li nhun nh gim trung gian v gim lng hng lu kho. Kt qu l

Dell c th hng vng chc trong nhng cng ty hng u vi sn phm tin cy

v dch v hon ho.V m hnh thng mi ca Dell tr thnh mt m hnh

in hnh trn th gii.

9


10/26

E-Logistics Nhm 5

Phn II ng dng CNTT trong qun tr d tr ca Dell

2.1. ng dng CNTT trong hot ng hu cn ca Dell

2.1.1. X l n t hng

X l n hng c th coi l b no, l h thn kinh trung ng ca h thng

hu cn. Vi m hnh kinh doanh TMT th n cho php x l v truyn ti thng

tin n hng mt cch nhanh chng vi chi ph thp xuyn sut c chui cung ng,

gp phn nng cao mc tha mn ca khch hng hng vi chi ph hp l.

Mt quy trnh x l n hng thng c cc bc c bn:

1. Khch hng t hng: L hot ng thu thp thng tin cn thit v nhngyu cu ca khch hng v hng ha dch v.

Mt khch hng c th gi in thoi ti chi nhnh Dell hay truy cp ti

www.dell.com t hng chic my tnh vi cu hnh m mnh mong mun.

2. Tip nhn n hng: n hng ca khch hng t hng qua web s c

h thng ca Dell t ng cp nht. Cn i vi nhng n hng t hng qua

in thoi s c thc hin th cng. Tuy nhin cng vic ny cng khng qu

i hi thi gian cng nh cng sc ca nhn vn.

3. X l n hng:

Gm hng lot cc thao tc nh:

- Kim tra tnh chnh xc ca cc thng tin t hng ca khch hng nh

c im, k hiu ca sn phm l g, gi c v s lng nh th no.

- Kim tra tnh sn c ca sn phm: Kim tra xem sn phm khch hng

t hng c sn trong kho hay khng. Nhng i vi Dell, a phn cc n t

hng ca khch hng ch thc hin v gi yu cu ti nh cung cp khi khch hng

t hng, cho nn s lng sn phm c trong kho khng nhiu.

- Chun b ti liu xc nhn thng tin t khch hng hoc th t chi n

hng, nu cn thit.

- Kim tra tn dng ca khch hng: xem khon tn dng ca khch hng c

thanh ton hay khng, v xc nhn khch hng thanh ton hay cha?

- Sao chp, lu gi thng tin t hng.

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11/26

E-Logistics Nhm 5

- Lp ha n

y l nhng hot ng cn thit qun l v x l n hng mt cch

chnh xc v hiu qu hn rt nhiu. Vic kim tra n t hng c thc hin t

ng ha cn mang li hiu qu cao hn rt nhiu so vi vic thc hic th cng.

4. Thc hin n hng:

Gm nhng hot ng nh:

- Chun b n hng theo yu cu: Sau khi nhn n t hng ca khch

hng, Dell tp hp cc n hng li, kim tra v thng k s lng khch hng t

hng v gi cc yu cu v s lng hng ha ti cc nh cung ng h sn xut

Vic lm ny gip Dell hn ch rt nhiu v s lng sn phm tn kho, cng nh

gim bt gnh nng v chi ph kho bi- Vn chuyn hng ha ti a im khch hng yu cu

- Giao hng cho khch hng

Mt s thao tc c th thc hin cng lc vi vic x l n hng, v d nh

lc kim tra xem sn phm khch hng t hng c trong kho hay cha, nu

cha, h c th t hng lun vi cc nh cung ng ch khng phi i n kt

thc cc thao tc khc.

5. Bo co v tnh trng thc hin n t hng: cng vic ny khng nh

hng n cc thao tc khc nhng n th hin mt dch v hon ho, mt phong

cch lm vic chuyn nghip. N cho php khch hng bit thng tin v n t

hng ca mnh ang thc hin n u v nh th no?

n hng ca khch hng c chuyn qua e-mail n nh my sn xut,

cc b phn my tnh ngay lp tc c t t cc trung tm nh cung cp hu

cn, Dell c su nh my khp th gii: Limerick, (Ailen); Xiamen (Trung

Quc); Eldorado do Sul (Brazil); Nashville (Tennesee); Austin (Texas); v

Penang (Malaysia).

11


12/26

E-Logistics Nhm 5

n hng ca khch hng c chuyn qua e-mail n nh my notebook

ti Malaysia, cc b phn my tnh ngay lp tc c t t cc trung tm

nh cung cp hu cn (SLC-Supplier logistics center) gn nh my Penang.

Quanh mi nh my ca Dell trn th gii u c cc trung tm nh cung

cp hu cn, thuc s hu ca nhiu nh cung cp cc b phn my tnh Dell. Cc

SLC ny ging nh cc khu vc dn cnh. Cc n hng n t trang web

www.dell.com hoc qua in thoi. Ngay khi n hng ny ti, cc nh cung cp

ca Dell bit v n. H c mt tn hiu da vo mi b phn trong chic my

m bn t, nn h bit ng ci no h phi giao.

C hai gi mt ln, nh my Dell Penang li gi mt e-mail cho cc SLC

khc nhau xung quanh ni mi SLC phi gi n b phn no, s lng bao

nhiu trong vng chn mi pht ti v khng phi mt pht sau. Trong vng

chn mi pht, xe ti t cc SLC khc nhau khp Penang chy n nh my

ca Dell giao cc chi tit c yu cu cho cc notebook c t hng trong

hai gi va qua. Cng vic c nh th sut ngy, hai gi mt ln.

Ngay khi cc chi tit n nh my, nhn vin ca Dell mt na gi dcc chi tit, ghi m vch, v a chng vo cc thng cho lp rp. Cc chuyn gia

qun l ti Dell bit mi chi tit ca mi SLC u trong ton b h thng ca

Dell vo bt k thi im no. Nhu cu ca khch hng, cc cng ngh cn n,

v nhng i mi thit k ca Dell u c Dell xc nh thng qua quan h

trc tip ca Dell vi khch hng. Thit k c bn ca bo mch ch v v my,

chc nng c bn ca my ca khch hng c thit k theo cc c t bi mt

ODM (original design manufacturer) i Loan. Dell a k s ca mnh n c

s ca h v h ti Penang v h cng thit k cc h thng ny. Nhm lm vic

ton cu ny mang li mt mi li thm, mt chu trnh pht trin phn tn ton

cu hu nh hai mi t gi mt ngy.

Dell thc hin mt loi hnh chin lc hnh ng trc trong khi s dng

knh tip th o, lin h trc tip vi khch hng v lm cho h thng sn xut tr

nn linh hot i vi vic tu bin rng ri.

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http://www.dell.com/http://www.dell.com/


13/26

E-Logistics Nhm 5

Phn ln doanh thu ca Dell thu c l t B2B nhng nh vo vic Dell

cho php khch hng c th t thit k my tnh theo cu hnh m mnh thch,

nng cao gi tr khch hng, khin khch hng rt hi lng vi cu hnh my m

mnh la chn. Sau khi nhn c n t hng ca cc khch hng, Dell tp trung

n hng v bo cho cc nh cung ng nhp cc thit b v tin hnh lp rp

thnh my m khch hng yu cu. Nh m hnh nh vy m Dell tit kim

c rt nhiu USD thng qua vic ti a ha hng tn kho, chi ph d tr, chi ph

bo qun lun mc ti thiu.

M hnh kinh doanh trc tip ca Dell kt hp nhiu yu t nhm cung cp

nhng sn phm c gi tr tt nht cho khch hng. l nhng sn phm cty bin vi mc gi thp, thm vo l hnh thc giao hng nhanh v dch v

khch hng hon ho. Vi phng thc hot ng theo m hnh kinh doanh trc

tip, tt c cc sn phm ca Dell cung cp cho khch hng u c sn xut theo

n t hng. Cch thc ny a tp on my tnh Dell tr thnh nh sn xut

v phn phi trc tip cc h thng my tnh ln nht th gii.

Mt khch hng c th gi in thoi ti chi nhnh Dell hay truy cp ti

www.dell.com t hng chic my tnh vi cu hnh m mnh mong mun.

Trong vng 4 ngy chic my s c giao tn tay khch hng v cng mt cu

hnh , mc gi Dell a ra thp hn 10-15% gi ca cc i th cnh tranh. Bn

cnh , dch v bo tr, bo dng ca Dell c nh gi l rt hon ho. Kt

qu l Dell c th hng vng chc trong nhng cng ty hng u vi sn phm tin

cy v dch v hon ho.

Dell s dng rt nhiu cng c v phng tin in t nhm cung cp dch v

khch hng tt nht. trin khai tt nht hot ng qun tr quan h khch hng

(CRM-customer relationship management), Dell cung cp dch v h tr trc

tuyn qua mng 24/7 cng nh dch v quay s trc tip cho cc chuyn gia h tr

k thut hng dn khch hng s dng my v p ng nhu cu khch hng bt

k ngy m. Qua , khch hng lun lun c chm sc mt cch tt nht,

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14/26

E-Logistics Nhm 5

khch hng c th ni chuyn trc tip vi cc nhn vin k thut, nhn vin t

vn ca Dell hoc c th gi cc yu cu, cc cu hi qua email, v s c tr li

li trong thi gian 24h.

Ngoi ra, Dell cn c cc dch v h tr a dng t x l s c, hng dn s

dng, nng cp, downloads, tin tc, cng ngh mi... FAQs, thng tin tnh trng

thc hin n hng, my account, din n trao i thng tin, cng ngh v

kinh nghim, bn tin v cc hot ng tng tc gia khch hng v khch hng

khc. S dng cc phn mm x l d liu (data mining tools). Thng qua ,

khch hng ca Dell lun lun nhn c s hi lng tt nht v sn phm cng

nh v cc dch v sau bn ca Dell. ng thi, Dell c th phn tch v tm hiuc nhiu vn lin quan n nhu cu v hnh vi ca khch hng t c k

hoch v gii php phc v tt hn.

2.1.2. Qun tr vn chuyn hng ha

Thu ngoi l vic s dng cc nh cung cp dch v hu cn thc hin

hot ng m trc y c thc hin trong ni b doanh nghip. Tuy thu ngoi

dch v hu cn em li mt s li ch nh c th gim vn u t hay ci tin dch

v khch hng nhng n cng em li cc ri ro khng nh cho doanh nghip

nh: mt quyn kim sot trn ton h thng hu cn, nguy c phi bc l r thc

trng hu cn ca doanh nghip Trn thc t cc cng ty, tp on ln trn th

gii u c hot ng hu cn rt tt v h t ch trong hot ng ny, duy ch c

khu vn chuyn hng ha th mi cn n thu ngoi. H thng hu cn ca

DELL l h thng kh hon ho, n em li cho DELL s pht trin nhanh chng

v bn vng vi mt tc kh tin. Hu ht cc cng ty, cc chuyn gia v kinh t

trn th gii u c tm hiu v gii thch hot ng hu cn ca DELL nhng

nhng kt qu a ra u l nhng gi thit.

Nh ni trn, hu ht cc cng ty, tp on ln trn th gii u ch

ng trong hot ng hu cn, ch c khu vn chuyn hng ha th thng phi

thu ngoi. DELL cng khng phi l ngoi l, tt c cc qu trnh x l n t

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15/26

E-Logistics Nhm 5

hng, sn xut, lu kho DELL u ch dng. DELL ch thu ngoi mt s dch

v vn ti. Mt yu t ct li lm nn thnh cng ca DELL chnh l khch hng

ca DELL c th t thit k chic my ca mnh thng qua website ca DELL, sau

khi t hng khch hng ch cn i 4 ngy c th nhn my. Mt tc kh c

th tin ni khi ch cn bng y thi gian DELL c th trao cho khch hng th

h cn. Rt nhiu khu trong qu trnh: x l thng tin, x l n t hng, lin h

vi nh cung ng, vn chuyn tp kt linh kin lp rp Qu tht h thng hu

cn ca DELL rt chun mc.

Trong qu trnh vn chuyn, DELL thng s dng dch v ca cc hng

chuyn pht nhanh nh FEDEX, UPS hay T&T Cc hng chuyn pht nhanhny u l cc hng uy tn trn th gii nn hu nh khng xy ra sai st trong qu

trnh vn chuyn. Khi khch hng c yu cu, h thng thng tin ca Dell ngay lp

tc kim tra v lin h vi cc nh cung ng, n nh ngy giao hng cho khch

hng vi cc Cng ty vn ti, chnh v th, khch hng lun nhn c s hi lng

v s ng hn ca Dell.

Bn cnh DELL cng s dng cc cng ty logistic nhn lu kho vn

chuyn linh kin thit b t cc nh cung cp khc nhau. Nu nh khch hng t

mua hng ca DELL ti M, khch hng s c min ph cc vn chuyn nu

a im l ti M, v s c DELL h tr chi ph vn chuyn nu nh quc t.

Trn thc t rt him khi ngi tiu dng Vit Nam mua my tnh ca DELL ti

cng ty M v nh th s rt tn km: chi ph vn chuyn, 5-10% thu nhp

khu, chi ph khai bo hi quan, cha k nhng chi ph lin quan khc Cng

thm vic kh khn trong bo hnh khi my gp trc trc nn hu ht khch hng

ti Vit Nam mua hng ca cc nh phn phi my DELL ti Vit Nam hoc cc

nc ln cn nh Singapore

Nhn chung khi hot dng hu cn c ng dng tt trn quy m ln n s

em li rt nhiu li ch, tit kim c rt nhiu chi ph so vi i thu ngoi.

Chnh v th m cc cng ty tp on ln u pht trin rt tt hot ng hu cn,

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E-Logistics Nhm 5

ch mt s khu h mi s dung dch v thu ngoi v vn chuyn l mt trong s

.

2.1.3. Mua hng

Trong bi cnh cnh tranh ton cu nh hin nay , vic ct gm chi ph , to

ra c nhng li th cnh tranh l mt trong nhng yu t rt cn thit. Trong

, Dell mt doanh nghip i u trong lnh vc sn xut phn cng my tinh s

dng h thng qun l cung ng ( SRM ) nh mt v kh cnh tranh. Chui cung

ng ca Dell l mt trong nhng chui cung ng cht lng hng u bt chp

hin nay Dell ang phi i mt vi s cnh tranh gay gt t cc tn tui ln khc

nh HP , LENOVO , SONY

Trn y l m hnh kinh doanh ca Dell,n l mi quan h c tch hp

bi Dell, nh cung cp linh kin my tnh,nh cung cp dch v logistics, khch

hng thng qua mt h thng thng tin c tch hp theo mt chu trnh khp kn,

c th t ng trao thng bo khi c nhu cu pht sinh m khng cn con

ngi(i vi thng mi B2B)

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17/26

E-Logistics Nhm 5

Dell khng t sn xut ra cc linh kin my tnh nhng n li c th cung cp

cho khch hng tt c nhng linh kin my tnh ca tt c cc hng my tnh ln

trn th gii nh IBM,apple.v.v) Dell xy dng mng extranet vi tt c cc

nh cung cp, nh phn phi,c ch trao i d liu in t EDI,trung tm x l

n t hng ca Dell mi khi nhn c mt thng tin n t hng ca khch

hng lp tc h thng thng tin s t ng cp nht, phn loi v lin h vi cc

nh cung cp n hng ca khch hng s c phn loi v gi n cho cc nh

sn xut tng ng linh kin. Chng hn, CPU th c Intel, HDD th c Samsung

v nh sn sut chuyn n b phn lp rp ca Dell, sau ng gi v vn

chuyn tn tay khch hng, y l m hnh la chn cu hnh v h thng ty

thng qua m hnh Build-to-Order.H thng mng extranet ca Dell,cc phn mm trao i d liu in t,thanh

ton,t hng, bn hng,x l n hng trc tuyn, t ng ha cao c th m bo

cho cc nh cung v Dell giao tip c vi nhau m khng cn s can thip trc

tip ca con ngi

2.1.4. Hu cn ngc

Hu cn ngc l mt cng on ca h thng hu cn, tp trung vo vic di

chuyn v qun l hiu qu dng sn phm, bao b cng thng tin lin quan t

im tiu th n im xut x vi mc ch phc hi gi tr sn phm hoc x l

rc thi ng cch thc. C th hiu y gn nh l dch v sau bn hng. Vai tr

ca hu cn ngc c th hin hai kha cnh:

p ng tt nhu cu khch hng thng qua vic nng cao cht lng dch v

p ng tt hn cc quy nh bo v mt trng.

Trc ht v dch v bo hnh, y l mt yu t rt quan trng c th duy

tr li ch ca cng ty cng nh ca khch hng, v cho cc k hoch lu di. Tt

c cc my tnh ca DELL trong thi hn bo hnh u c min ph sa cha

nu nh sai hng ca my l do nh sn xut. Cn i vi my tnh ht bo

hnh hay sai hng l so c nhn khch hng th DELL s h tr chi phi gip khch

hng sa cha. Khch hng hon ton c th bo hnh ti tt c cc chi nhnh ca

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18/26

E-Logistics Nhm 5

DELL trn ton th gii. Trn mi my tnh c nhn do DELL sn xut u c m

s bo hnh nhm d dng cho cng ty d dng qun l. Hin nay DELL c hn

100 website cho tng th trng khc nhau, mng li thng tin rng ln c t

chc hp l gip khch hng d dng lin h vi DELL hay t mnh khc phc

thng qua cc dch v h tr trc tuyn, qua in thoi hay khch hng tm hiu

FAQ.

Tuy nhin trn thc t thi gian va ri DELL b mt s khch hng khin

trch thm ch kin cng ty v khng nhit tnh gip khch hng. Khch hng

gi in n thng phi i rt lu, thnh thong cn bi ngt kt ni. i vi

khch hng ti Vit Nam mun bo hnh c th lin h vi nh phn phi, trng

hp my hng nng nh phn phi s chuyn my v trung tm bo hnh TrungQuc sa. iu ny c l l mt im yu ca DELL so vi i th cnh tranh

HP bi v HP c bo hnh trn ton cu, ngha l sn phm c ngay nc s

ti m khng cn chuyn n ni khac.

DELL thng xuyn b kin co v hot ng sn xut gy hi n mi

trng, cc sn phm tn qu nhiu in nng. V th hin nay DELL ang c

gng pht trin cc loi my tnh thn thin vi mi trng khi lng nh, tn t

nguyn liu v in nng v sn phm cn c th ti ch c

18


19/26

E-Logistics Nhm 5

2.2. ng dng CNTT trong qun tr d tr

D tr c coi l mt hnh thc m bo an ton. Nhng theo quan im

ca Dell th d tr l th phi qun i v Dell qun tr kho d tr bng thng tin

chnh l im c bit trong m hnh sn xut-kinh doanh ca Dell. V d tr theo

kiu ca Dell c gi l sn xut tinh gin, iu ny gip h nhanh chng ti lp

li c cc hot ng sn xut, trnh lng ph trong sn xut v chui cung ng,

gim thi gian giao hng.

D tr ca Dell c tinh gin n mc m khng c mt nh kho no d

tr v d tr c coi l bng khng. i vi Dell tn kho chnh l cc cht sillica,

carbon, du, v cc loi vt cht khc chun b lp rp thnh my tnh c nm

trn nn nh my.. Dell t c kh nng l tinh gin ho quy trnh v ti

a ho hiu nng. Dell ang nh hng n ton b ngnh sn xut my tnh trn

ton th gii. V iu ny i vi Dell c coi l bt buc. V chnh c tnh vn

c ca sn phm m Dell cung cp cho khch hng l do chu k sng ngn, linh

kin my tnh gim gi lin tc mi ni. C nh vy Dell mi theo ui c

mc tiu tc .

Vi m hnh bn hng trc tip Build-to-order (BTO), Dell loi b hon ton

hng d tr thng qua vic cc nh bn hng trung gian v kt ni trc tip vi

khch hng. Khch hng c th c bit ho n hng ca mnh, sau khi nhn n

hng, h thng ca Dell cho php nhn thanh ton t khch hng ngay lp tc

thng qua th tn dng, qua trc tuyn hoc qua in thoi. Sau h thng thng

tin c tch hp ca Dell vi cc nh cung cp ko linh kin trc tip t cc nh

cung cp v lp rp ri chuyn n tay khch hng ch trong vng bn ngy. Do

Dell t c chu k hon chuyn thnh tin mt. V n c ngha l Dell hot

ng vi vn lu ng m, loi b mi nhu cu v ti chnh h tr hot ng. i

vi Dell chui cung ng chnh l mng li vn ng lin tc trong tn kho

chy nh nhng t nh sn xut nguyn liu th n nh sn xut linh kin ti nh

my lp rp v ti tay ngi tiu dng. Do bng vic thu tin ca khch hng

trc khi thanh ton cho nh cung cp, Dell thc hin c vic l chnh nhcung cp l ngi ti tr ti chnh cho hot ng ca mnh.

19


20/26

E-Logistics Nhm 5

Vi phng n mng li phn phi l d tr ti nh sn xut, lp rp ri

giao thng ti khch hng, hoc gom hng gia tuyn do Dell c c s h tng v

h thng thng tin pht trin, c kh nng tch hp h thng ca khch hng vi h

thng qun tr ngun lc doanh nghip vi h thng ca nh cung ng. S phi

hp nhp nhng v thng tin v tc nghip gia cc bn: nh cung ng, Dell, n

v vn ti v khch hng nn cc hot ng trong chui cung ng ca Dell c

din ra lin tc v hon thin.

c th cnh tranh thnh cng vi cc i th c chi ph thp, Dell phi c

mt chui cung ng kh nng a my tnh n vi khch hng ch trong thi

gian bn ngy. Cng ty k hp tc a ra ngoi mt s hot ng nh sn xut

linh kin v chuyn pht nhanh, nhng vn gi li cc dy chuyn lp rp ti M,

Ireland, Malaysia, Trung Quc v Brazil. Dell m thm mt nh my lp rp

my tnh th ba ti Winston-Salem, Bc Carolina, Hoa K. Nh my ny c mi

nm giy c th lp rp mt b my tnh. Dell quyt nh m rng sn xut ti

M nhm thu hp khong cch vi khch hng, tuy nhin th cng ty ny cng

vn tip tc tng trng ti Chu .

Dell xy dng c h thng thng tin vi 15.000 nh cung cp dch v

trn khp th gii. Vi mt h thng qun l chui cung ng tt nht , Dell ni

ting vi vic loi b hon ton hng d tr thng qua vic cc nh bn hng trung

gian v kt ni trc tip vi khch hng. Nhng iu m nhiu ngi t bit n l

cch m Dell bin cc hot ng pha sau ca mnh- dy truyn lp rp v chui

cung ng- tr thnh mt trong nhng cng ty nhanh nht v hiu nng nht trn

th gii. Trc y, Dell cn c mt lng tn kho khong 20 n 25 ngy trongmng li ln xn cc nh kho. Nhng by gi , vi h thng qun l ny th n

chng cn nh kho no c. Mc d dy chuyn ca Dell lp rp khong 80 ngn

my tnh c nhn mi 24 gi, nhng n ch cn n khng qu 2 gi lu tr ti nh

my v ti a l 72 gi trong ton b chui cung ng. Chui cung ng ton cu

ca Dell khng ngng tng tc. Tc chnh l im ct li m Dell theo ui.

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21/26

E-Logistics Nhm 5

dnh c n hng ca Dell, cc nh cung cp phi lun linh hot,

kh nng cnh tranh v mt chi ph v trn ht, nhanh cnh tranh trn nhng

iu kin m Dell a ra.Cc nh cung cp ca Dell cng c tch hp vi nhp

iu lp rp nh my lp rp. Khi c mt n hng mi n t mng internet

hoc thng qua in thoi mi 20 giy, Dell s gi thng tin n cc nh cung cp

chnh, ngi tr lnh kin u xung quanh nh my. Nh cung cp c 90

pht vn ti linh kin ti nh my. H khng c php tr, nhng ngc li h

c th giao sm hn. Dell c th thc hin cng vic lp rp ca mnh.

Dell ch gi hng tn kho t 6 n 8 ting l thi gian n di chuyn ht dy

truyn lp rp v khong 18 ting n hon thnh b CPU n vn ti ti trung tmng hng Reno, bang Nevada. Tng thi gian tn kho l hai hoc ba ngy. Tuy

nhin, phn ln cc nh cung cp c yu cu d tr lng tn kho tr gi t 8

n 10 ngy ti cc kho hng xung quanh nh my.Cc nhn t nm trong chui

cung ng ca Dell, nguyn liu th, linh kin v thnh phm v cc nh cung cp

ca Dell d tr u khong t 20 n 80 ngy.

Thng thng, cc cng ty my tnh nh sn xut my tnh tr cho nh cung

cp 30 ngy trc khi my tnh c chuyn ra th trng, c mua bi khch

hng v c thanh ton. Nhng m hnh ca Dell theo kiu lp rp theo n

hng cho php nhn thanh ton t khch hng ngay lp tc thng qua th tn dng,

qua trc tuyn hoc qua in thoi. N ko linh kin trc tip t cc nh cung cp

v lp rp ri chuyn n tay khch hng ch trong vng bn ngy.

Ci ranh gii gia Dell vi nh cung cp ca mnh c hnh tng ho bng

mt mt ln ranh sn mu trng trn sn ca nh my TMC (Mt nh my sn

xut ca Dell). Ln ranh ny to thnh mt khu hnh ch nht m mt trc c

khong 110 khu giao nhn hng bao quanh nh my. Cc tractor-trailer cha linh

kin nm xp theo th t ti cc khu ny. Khi dy chuyn lp rp gn ht a

cng, tn hiu c truyn ra ngoi. Mt xe nng s ti khu linh kin, nhc mt

kin cha a v chuyn vo khu lp rp. Khi xe nng ai qua ln ranh trng, mt

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22/26

E-Logistics Nhm 5

my qut s ghi li d liu trn m vch ca l linh kin v k t linh kin

chuyn t s k ton ca nh cung cp sang pha Dell. Dell s khng ko linh kin

cho n khi c c n hng; n s khng s hu linh kin cho n khi ly hng

ti khu giao nhn.

Dell s dng nhiu nh cung cp cho khong ba mi b phn ch cht ca

notebook ca mnh. Bng cch , nu mt nh cung cp b ph sn hay khng p

ng c cu tng t ngt, Dell khng b b ri long chong.

Di y l mt s nh cung cp in hnh ca Dell:

- B vi x l Intel n t mt nh my Intel hoc Philippines, Costa Rica,Malaysia hay Trung Quc.

- B nh n t mt nh my do Hn Quc s hu Hn Quc (Samsung),

mt nh my do i Loan s hu i Loan (Nanya), mt nh my do c s

hu c (Infineon), hay mt nh my do Nht s hu Nht Bn (Elpida).

- Card ho c chuyn n t hoc mt nh my do i Loan s hu

Trung Quc (MSI) hay mt nh my do Trung Quc vn hnh Trung Quc

(Foxconn).

Vi h thng qun l chui cung ng ny ca Dell c rt nhiu u im v

mang li c cng ty rt nhiu li th nhng cng c mt s nhc im ca Dell :

Cng ty ny c tn kho thp lm tng gnh nng tn kho ln cc nh cung cp .

im li ca cc nh cung cp khi bn hng cho Dell l nhng n hng ln ,

Nhng ci gi phi tr ca cc nh cung cp l chi ph hng tn kho. Nu c bt

k s v trong chui cung ng, nh cung cp mi l ngi chu trch nhim vi

ng hng tn kho m khng phi l Dell. dnh c nhng li nhun ln t

n hng ca Dell, cc nh cung cp ch c mt cch. H phi lun linh hot,

kh nng cnh tranh v mt chi ph- v trn ht, nhnh - cnh tranh trn

nhng iu kin m Dell a ra

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23/26

E-Logistics Nhm 5

D sao th Dell cng ang t p lc ln cc nh cung ng ca h h hot

ng tt hn. Dell l mt t chc hot ng da trn cc h thc o o lng

hiu qu, m khng km phn quan trng chnh l hiu qu hot ng ca nh

cung cp. H thng ny nh gi cc nh cung cp ca Dell v kh nng cnh

tranh chi ph, cng ngh, kh nng d bo cung, cng nh dch v ng thi n

c ghi nhn hng ngy. Bi hc v cch m Dell s dng chui cung ng

cnh tranh cn hi nng hi. Vi Dell, mt chui cung ng nhanh nhy, hiu qu

v c bit l khng cn kho mi l mt m hnh l tng. vai tr ca nh

qun tr chui cung ng trong vic a ra cc chin lc sng to v kh d l v

cng quan trng.

Thm ch vi Maxtor, cng ty cng xy dng chin lc sn xut-theo-

n t hng, c th chu tn tht cho nhng d bo sai hoc tn kho d tha.

Ging nh Dell, Maxtor s hu nh my ca mnh v kim sot chui cung ng

ca mnh; cng ty ny cng c xy dng t c s linh hot v tc .

Mt ci nhn su xa hn chui cung ng ca cc nh cung cp ca cc nh

cp cho Dell cho thy cn rt nhiu tn kho m h cn ct gim. MMC

Technology cung cp 65 phn trm gi tr cho nhng a cng ca Maxtor - trong

tng s 50 triu a cng bn mi nm. MMC, cng chp nhn mt phn m

hnh ca Dell. Cc nh my ca cng ty t ti M, lun t iu kin sn xut l

tng, vi chi ph thp nht. V tuy nhin, mt s tp chung duy nht ca MMC

vo thi im ny l phi hiu qu hn, MMC ang mc kt vi tn kho tr gi 3tun, m khng c cch no thay i c. Phi cn 1 tun kim tra hiu qu

ca a trc khi MMC c th xut ra; phi cn 1 tun chuyn hng t

California ti nh my ti Singapore ca Maxtor; v Maxtor yu cu MMC d tr

m tn kho 1 tun (cng nh Dell lm vi Maxtor). Cui cng, Maxtor gnh tn

kho cho Dell, MMC gnh tn kho cho Maxtor, cn cc nh sn xut nguyn liu

th li gnh tn kho cho MMC. D nhin Dell s chng phi gnh tn kho g c.

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24/26

E-Logistics Nhm 5

Cn Dell th phn pho rng chng ti khng n ni kh khi cho rng nu

chng ti y gnh nng tn kho cho mt nh cung cung cp th chng ti s

khng h hn g c trong di hn. Stephen Cook, gim c trung tm lp rp ca

Dell pht biu nh vy. Chng ti ch mun mt mc tng chi ph thp nht

cho khch hng thng qua vic ti thiu ho mi chi ph tn kho trong ton b

chui cung ng. Tn khng chuyn t ngi ny sang ngi khc. M n thuc v

chnh ton b chui cung ng.

Dell cho bit cc cng ty khc phng on v mong mun ca khch hng,

cn cng ty ca ng li bit r khch hng mun g. Qua hng trm ngn c in

thoi, th in t, v fax t khch hng, cng ty thu c nhng thng tin cn

thit v nhng c tnh ca mt my tnh m ngi tiu dng sn lng b tin ramua.

Nhng thng tin ny rt st vi chin lc sn xut ca cng ty: Khng ging

nh nhng cng ty cnh tranh khc, Dell ch sn xut sn phm khi c n t

hng. Ngoi vic loi tr vn hng tn kho v lu chuyn tin mt, u th ca

phng php ny l m bo yu cu ca khch hng c p ng mt cch

chnh xc. Trong mt ngnh cng nghip my tnh cnh tranh khng khoan

nhng, u th ny gip cng ty c c li th quyt nh.

Dell cho rng tn kho l biu hin ca kh nng d bo ti v khng c kh

nng nm bt chui cung ng. V c mt quy trnh cht ch gim st hot ng

cung v cu tng giy tng pht. Do Dell nm r quy lut c bn ca sn xut theo

tc lu chuyn tn kho cng nhanh th chi ph cng thp.

Phn III - LI KT

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25/26

E-Logistics Nhm 5

Vi ch hn 20 nm thnh lp, kh ai trong chng ta c th tin rng Dell l

mt trong nhng cng ty c chui cung ng tt nht trn th gii, nhng l s

tht. Khng ngng , Dell lun mun vn xa hn, cao hn n nhng tm cao

mi, mc tiu 90 t USD doanh thu ca Dell khng cn qu xa vi. M hnh chui

cung ng hon ho vi vic chuyn gnh nng tn kho cho nh cung cp, lun gi

mc d tr mc thp nht gip Dell vt xa cc i th cnh tranh trong v

ngnh cng nh cc tp on ln trn th gii. Ngoi ra, h thng thng tin ni b

c o lng mi lc mi ni, Dell buc cc nhn vin ca mnh phi lm vic

vi hiu qu cao nht v cn rt nhiu thnh cng na ca Dell trong vic qun l

chui cung ng. C theo pht trin ny, Dell s sm b cc i th cnh tranh

li pha sau.

C mt iu r rng l cc hng ngoi ngnh kh c th i theo con ng

ca Dell:

Th nht, PC c lp rp hu ht t cc linh kin tiu chun, sn c t nhiu

ngun cung cp khc nhau, do khng cn ph t hng di hn.

Th hai, ngi tiu dng mun c cc PC theo yu cu ca mnh, nhng nhucu ny c gii hn: h mun b vi x l nhanh hn hoc chm hn, b nh c

dung lng nhiu hoc t ch khng cn n mu sc ca PC. Yu cu hn ch

trn khuyn khch vic lp rp PC theo s thch ca khch hng m khng cn n

mt mng li cung ng d tr nhiu linh kin.

Hn th na, do vic cc PC t tin nhanh chng b li thi v mt gi theo

thi gian, li nhun ca cc hng sn xut PC ph thuc vo tnh hiu qu chkhng vo qui m u t. Theo ng Dell, nu hng sn xut PC c th gim khi

lng linh kin d tr thng qua vic hot ng hu hiu hn cc i th, th hng

ny s kim c li nhun nhiu hn.

Michael Dell kt lun trit l qun l kinh doanh ca mnh: "nh hng

khch hng, thit lp mt chin lc r rng c th tho lun, hiu v thc hin

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26/26

E-Logistics Nhm 5

c. Phn on cng vic thnh nhng phn c th iu khin c, c tnh ton

v phn chia trch nhim r rng. t ra cc mc tiu phn u. Tp trung quan

tm vo hot ng thc t, kt qu t c v vch ra quyt nh hot ng tng

ngy thay v ch khuyn khch xung. V hy thoi mi vui v.

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